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This paper explores how Irish information, communication, and technologies (ICT) firms use networks to achieve objectives and commercialise technology. The research availed of Heracleous and Murray’s (2001) taxonomy of networks, based on the dimensions of interdependence and durability was used to classify and provide insight into the nature of networks. The benefits accruing from network participation are reputational benefits by association, learning and informational advantages, as well as shared resources. The research surveys members of the Information Technology Association of Galway (ITAG), an ICT network in Galway, Ireland. The findings indicate ITAG members participate in various networks simultaneously and there are different motivations and drawbacks associated with each network type. The preference is for short‐term collaborative forms, which provide immediate returns.

Marketing practice varies among firms. However, the prescriptive literature emphasises a universal view of practice, a “one‐size‐fits‐all” view. This paper addresses the issue of explaining diversity in competitive space and over time. Diversity in competitive space reflects the existence of different routes to high performance. Diversity over time reflects some combination of change in the individual firm and change in a population of firms. In the former case, diversity is shaped by organisational change; in the latter by the disbandment and founding of firms in the population. Miles and Snow’s typology is taken as a main point of departure in the search for explanation, and ecological and evolutionary concepts are also drawn upon. The paper starts by examining the discussion of diversity in the literature of strategic management and organisation theory, and then finds evidence of an emerging interest in diversity in the domain of marketing. Based on a number of cross‐sectional and longitudinal case studies, it proceeds to explore diversity in company marketing practice. How such variety evolves at industry level is then addressed. Finally, a view of industries as business systems with complex adaptive mechanisms, enabling both evolutionary and revolutionary changes in marketing practice, is offered.

Cloon Keen Atelier develops candle and skin care products. The challenge for this small operator is to develop a strategy, which reinforces its chosen position as it develops new products and expands into other markets. Cloon Keen is known for its premium scented candles, but it is seeking to expand into the personal care market by creating their own line of skin care products and complementary accessories. Cloon Keen believes their handcrafted candles could provide a platform for developing a lifestyle brand. This paper aims to address these issues.

In‐depth interviews and secondary sources are used to collate the information from which the case study is developed.

Achieving the status of a lifestyle brand means the products embody the values and aspirations of particular group(s) or culture; it speaks powerfully to the core identity of its consumers. Typically, lifestyle brands are accompanied by a powerful promotional campaign to communicate the lifestyle brand values to audiences. To date, Cloon Keen's promotional efforts have been limited. The question is whether it can develop sufficient market presence to one day make the claim of being a lifestyle brand. The challenge for Cloon Keen is to find the optimum market position that provides a strategic advantage in a climate of robust competition.

The case study provides the opportunity to examine how an small‐ to medium‐sized enterprises may build its brand presence within a highly competitive market.

The purpose of this paper is to examine the branding and communications strategy of the International Committee of the Red Cross (ICRC). The ICRC is the world's oldest non‐religious organisation dedicated to humanitarian relief. The ICRC's remit includes civilian and military victims of armed conflicts and internal disturbances, as well as human rights issues that transcend conflict situations, such as disaster response and preparedness, health and care in the community and humanitarian principles and values. The ICRC is the founding body of the International Red Cross and Red Crescent Movement and coordinates the efforts of the National Societies and their International Federation.

Various secondary sources are used to collate the information from which the case study is developed.

The ICRC's longevity is attributed to its ability to evolve, albeit at times slowly. However, the environment in which the ICRC operates is changing rapidly. Like many international non‐profit organisations, the ICRC faces considerable challenges to ensure it remains relevant by responding to the shifting environment in a flexible and creative manner. Consequently, the ICRC's communication efforts have become increasingly important.

The case study provides the opportunity to examine the branding and communications strategy for a prominent non‐profit organisation.

The Irish wine market has experienced unprecedented growth in the last 15 years; drivers of growth include increased affordability and accessibility of wine and improved branding. The purpose of this paper is to examine how the Irish wine market may be meaningfully segmented for successful brand positioning.

This research adopts a lifestyle segmentation approach by linking lifestyle values, product attributes and buying and consumption patterns. The primary research is descriptive in design, employing a self‐administered questionnaire to collect quantitative data on wine consumer behaviour. Efforts made to ensure a highly representative sample included choosing a large sample size, administering the questionnaire in a range of outlets, and gathering information from wine drinkers with wide ranging involvement levels.

The research identifies three clusters of wine consumers: casual wine buyer, value seeking wine buyer, and wine traditionalist. Together, the clusters provide an insight into consumers' behaviour. The high correlation of statistics from this research with those of The Wine Development Board suggests the data findings are representative of the population.

A limitation of adopting a behavioural basis in conducting the segmentation is the highly descriptive nature of the resulting data. Examining behaviours give an insight into how consumers act, but fails to take into account the underlying motivations and rationale for consumer actions. The use of more complex segmentation bases, such as value systems and lifestyles may yield a richer understanding of the Irish wine consumer.

The profiles provide wine marketers with an insight into Irish wine consumer behaviour. The demographic information and the buyer behaviour data provide marketers with points of access to their target market. Brand positioning can be improved by ensuring the brand communicates and emphasises the product attributes, which the targeted segments value the most when choosing wine.

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The purpose of the study is to examine the efficiency of linear, nonlinear and artificial neural networks (ANNs), in predicting property prices.

The present study uses a dataset of 1,468 real estate transactions from 2020 to 2022, obtained from the Department of Property Taxes of Republic of Kosovo. Beginning with a fundamental linear regression model, the study tackles the question of overlooked nonlinearity, employing a similar strategy like Peterson and Flanagan (2009) and McCluskey et al. (2012), whereby ANN's predictions are incorporated as an additional regressor within the ordinary least squares (OLS) model.

The research findings underscore the superior fit of semi-log and double-log models over the OLS model, while the ANN model shows moderate performance, contrary to the conventional conviction of ANN's superior predictive power. This is notably divergent from the prevailing belief about ANN's superior predictive power, shedding light on the potential overestimation of ANN's efficacy.

The study accentuates the importance of embracing diverse models in property price prediction, debunking the notion of the ubiquitous applicability of ANN models. The research outcomes carry substantial ramifications for both scholars and professionals engaged in property valuation.

Distinctively, this research pioneers the comparative analysis of diverse models, including ANN, in the setting of a developing country's capital, hence providing a fresh perspective to their effectiveness in property price prediction.