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There has been little evidence of any work undertaken to measure the effectiveness of viral marketing campaigns. This paper aims to report on research undertaken to determine the key criteria that viral marketing practitioners believe should be used to measure the success of viral marketing campaigns.

Semi‐structured interviews were undertaken with some of the premier web masters, those leading the development of much of the UK's viral marketing activities.

Two forms of viral marketing were identified, “random” and “placed virals”. The paper presents a viral marketing evaluation framework that identifies three key objectives and their particular evaluation criteria. Financial objectives and the need to measure the return on investment were identified as previously undocumented key issues.

The small size of the sample prevents generalization but the findings suggest that further research is necessary to confirm these findings and to explore the topic in greater detail.

Using the framework to measure the success of a campaign can help clients and agencies be more accountable and effective with respect to viral campaigns.

The determination of the evaluation of critieria of viral marketing campaigns is important because it is undertaken from a practitioners' perspective and is a topic not previously explored.

The purpose is to market a reinterpretation of Brazilian economic history highlighting the importance of non-tradable goods to understand major historical developments such as the lack of industrialization in the mining boom; the rise and contribution of industries to development in the early 20th century; indexation as hyperinflation in the late 20th century; growth and cycles in the early 21st century.

Section 2 introduces analytical perspectives on the relationship between non-tradables, transport costs and external shocks. Section 3 presents a historical overview of the gold and coffee cycles in the Brazilian economy, which highlights the crucial role played by transport costs in the genesis of industrialization. Thus, in a more precise way, industrialization was not an import substitution process but the substitution of non-tradables by the domestic tradable manufactures.

Section 4 shows that Brazilian statistical records and historiography disregard this characterization and, to that extent, underestimate economic growth in the primary export phase (1872–1920) and overestimate growth rates in the industrialization period (1920–1940). Section 5 shifts to the end of the 20th century to analyze the relationship between non-tradables, indexation and hyperinflation. Section 6 concludes with a brief discussion of the role played by the terms of trade and non-tradables in the unfolding of the 2014 economic crisis.

Distance from international markets and a continental geographic size made transport costs in Brazil historically prohibitive: the relevance of non-tradables in the Brazilian economic history. While the theme is not new, it seldom received proper attention in the historiography.

The authors aim to examine how macro, meso and micro territorial boundaries influence the loan repayment performance of female clients of mega microfinance institutions (MFIs) operating in a polarized Latin America and the Caribbean (LAC).

The study uses panel data (random effect analysis) comprising seven years and 407 MFIs of LAC.

The repayment performance of MFIs' female clients in LAC is meso and micro territorially bounded. It is positively influenced by the urbanization and gender inequality levels of the LAC countries, and by the number of loans per MFI loan officer.

Data concerning the risk of the businesses women invested in, or data related to women's access to credit, were not included; high heterogeneity in large countries must be taken into account. The authors' findings expand the understanding of territorial boundary conditions concerning female clients' repayment performance and extend the prior literature on the subject.

The authors' findings suggest that the MFIs operating in LAC should increase their number of loan officers. The MFIs of the Mexico-led cluster may also seek a better balance between female and male clients, since hiring more loan officers may be impracticable for them.

The authors empirically challenge the widely accepted assumption that female clients are always the best choice for MFIs. They also unfold territorial boundaries conditioning these clients' performance.

This chapter delineates the conditions, challenges and opportunities for the sustainability of small entrepreneurial firms involved in local food tourism. It raises awareness on how these businesses can enhance their competitiveness in this market. It puts forward an analytical framework that is based on the economic, social, environmental and cultural sustainability of small local food tourism entrepreneurs in Swedish, Italian and Spanish contexts. This research implies that the financial sustainability of these small enterprises is contributing to local economic growth and employment in their country. From the social sustainability aspect these tourism businesses are intrinsically linked to local communities. Their responsible practices are meant to safeguard the environmental sustainability as well as the preservation of their local culture and heritage. At the same time, they enable them to add value to their destination’s cultural sustainability.

As observed by Freiband, in recent years there has been a growth in interest in multicultural and, by extension, multilingual material for libraries. However, although there is indeed an increase in multicultural material being reviewed, finding evaluative reviews of foreign language material is still quite difficult.

The paper aims to contribute to the Circular Economy debate from the Entrepreneurship Education perspective. Despite scholars' growing interest in both these research streams, scarce consideration is given to the comprehension of their mutual implications and meaning.

The paper is based on a cross-case analysis. It compares 16 higher education programmes launched by Universities in Europe aimed to create competences and skills for Circular Economy in students with different profiles. The analysis provides a critical view of the emerging trends for the entrepreneurship education skills and competencies needed for the emerging circular entrepreneurship paradigm.

The paper discusses the main trends of Entrepreneurship Education focused on Circular Economy debate at the European level: rationale and learning objectives (why); contents (what), target students and stakeholders (who) and the learning processes (how). Four thematic areas are identified as common patterns: circular economy business model, green supply chain management, technology entrepreneurship and innovation and public policies and institutional frameworks.

The paper sheds new light on a still under-researched area, suggesting several implications and avenues for future research in Circular Economy and Entrepreneurship Education. Limitations regard the need to analyse education programmes from a larger geographical area, to take into consideration interesting experiences in the rest of the world and to also collect quantitative data.

Practical implications arise for the development of learning initiatives for the Circular Economy: learning objectives and new thematic areas focused on circular, sustainable and innovative rethinking of the process for creating value in the incumbent companies; exploring meaning and benefits of collaborative approaches and participation in the circular economy innovation ecosystem and developing advanced models for soft-skills development in terms of leadership, motivational and creative skills.

The debate on CE can also be rooted in the paradigm of entrepreneurship as a core process to advance knowledge on valuable and sustainable innovation.