In a world where commerce and culture are still somewhat estranged, the purpose of this paper is to show that high culture’s supreme exponents were commercially minded masters of…
Abstract
Purpose
In a world where commerce and culture are still somewhat estranged, the purpose of this paper is to show that high culture’s supreme exponents were commercially minded masters of marketing.
Design/methodology/approach
Historically situated, the paper adopts a biographical approach to the making of modernism’s literary masterworks. It focuses on Ezra Pound, T.S. Eliot and James Joyce, who were responsible for the modernist classics, Ulysses and The Waste Land.
Findings
The analysis identifies five fundamental marketing principles that appear paradoxical from a traditional, customer-centric standpoint, yet are in accord with latter-day, post-Kotlerite conceptualisations. The marketing of modernism did not rely on “modern” marketing.
Practical implications
If, at the height of the anti-bourgeois modernist movement, the “great divide” between elite and popular culture was bridged by marketing, there is no reason why contemporary culture and commerce cannot collaborate, co-operate, co-exist, coalesce.
Originality/value
The paper complements prior studies of “painterpreneurs”, by drawing attention to the marketing of literary masterworks.
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Niki Hynes, Barbara Caemmerer, Emeline Martin and Eliot Masters
The purpose of this paper is to examine the use of a positive country image (CI) by companies. First, it examines how organisations embed dimensions of a positive country image…
Abstract
Purpose
The purpose of this paper is to examine the use of a positive country image (CI) by companies. First, it examines how organisations embed dimensions of a positive country image into their external marketing communications. Second, it examines the alignment between the countries’ image dimensions and those of the company and how company values and actions could act to either use, abuse and detract from an established CI.
Design/methodology/approach
A two-part methodology was adopted. Two countries with strong positive CIs were chosen for comparison purposes. Content analysis of web sites, together with interviews with company representatives, were undertaken.
Findings
The use of the CI/country-of-origin framework is extended from an extrinsic “made in” cue for consumers, to being part of the value offering of a particular product or service from an organisational perspective is extended. Evidence is structured into a framework of companies which use and/or contribute to the CI.
Research limitations/implications
The two chosen countries both have positive CIs: future research should examine this relationship in countries with different images. The sample size is relatively small and future research should determine the generalisability of the proposed typology.
Practical implications
Generating, communicating and maintaining a CI requires co-ordinated efforts from policy makers but needs to be built on solid foundations of reality: companies using CIs should be cognisant of the alignment between their actions, messages and the CI.
Originality/value
This study extends prior work by examining the relationship between CI, company strategy, products and services offered and the manner in which companies action's can affect CI.
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Susan Frelich Appleton and Susan Ekberg Stiritz
This paper explores four works of contemporary fiction to illuminate formal and informal regulation of sex. The paper’s co-authors frame analysis with the story of their creation…
Abstract
This paper explores four works of contemporary fiction to illuminate formal and informal regulation of sex. The paper’s co-authors frame analysis with the story of their creation of a transdisciplinary course, entitled “Regulating Sex: Historical and Cultural Encounters,” in which students mined literature for social critique, became immersed in the study of law and its limits, and developed increased sensitivity to power, its uses, and abuses. The paper demonstrates the value theoretically and pedagogically of third-wave feminisms, wild zones, and contact zones as analytic constructs and contends that including sex and sexualities in conversations transforms personal experience, education, society, and culture, including law.
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The purpose of this paper is to reflect upon teaching the history of marketing thought.
Abstract
Purpose
The purpose of this paper is to reflect upon teaching the history of marketing thought.
Design/methodology/approach
The paper describes the role of the history of marketing thought within a marketing theory seminar at masters level. It presents how the history of thought aspect changed as the theory course evolved.
Findings
It is possible to feature a historical component within a masters programme. Adaptations and limitations exist when teaching a historical perspective at a masters versus doctoral level.
Originality/value
The history of marketing thought provides a means of connecting marketing academic study to marketing's lineage and genealogy with the intention of promoting historically versed graduates. It can differentiate between the evolution of marketing thought and the development of marketing practice. From a pedagogical perspective, it facilitates informed discussion, critical reflection and analytical thinking in newcomers to the subject.
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The purpose of this paper is to explore the educative experiences of Arthur Wesley Wheen – his socialisation and indoctrination within a devout family, on the one hand, and his…
Abstract
Purpose
The purpose of this paper is to explore the educative experiences of Arthur Wesley Wheen – his socialisation and indoctrination within a devout family, on the one hand, and his elite classical schooling on the other hand. Such influences laid the seeds of internal conflict and were compounded at Teachers College, the Arts Faculty of the University of Sydney and at New College Oxford. It is argued that profound educative influences and the trauma of First World War shaped and redefined his life, work and personality as a scholar, cultural critic and translator. The impact of the curriculum and ethos of elite schooling on life interests is a major theme. Attempts will be made to discover from the vast mosaic of classical learning what eventually became inscribed on Wheen’s psyche.
Design/methodology/approach
In this paper the author uses a critical biographical and life-study approach in the broad parameters of historical research by a close examination of primary and secondary sources including a rich vein of correspondence and related unpublished writings; school, teachers college and university records, battalion and personal war records and published literature, frequently contemporary in nature. In design subtle iconographic and psychoanalytic nuances will be drawn from the raw material of history.
Findings
This research is intended to demonstrate how the traumatic requirements of a frontline soldier affected a profound disillusionment with imperial institutions. The study attempts to show how Wheen lost his religious convictions in the heat of total war and later became a passionate expatriate pacifist, social theorist and scholar. It is intended to reveal the complex layers of personal conviction. The author glances at the literary impact of AW Wheen’s translation of Erich Maria Remarque’s All Quiet on the Western Front and the Hollywood film version in terms of his contribution that has not been well recognised.
Originality/value
The paper demonstrates how educative experiences led to significant literary outcomes and how elite classical educative forces shaped style and scholarly endeavour. It draws from history, theology, education and cultural studies and synthesises them.
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This article demonstrates a method of implementation path analysis, which can be used as a data collection and analysis technique for conducting and comparing longitudinal case…
Abstract
This article demonstrates a method of implementation path analysis, which can be used as a data collection and analysis technique for conducting and comparing longitudinal case studies of technology introduction. The method is used to structure and supplement, rather than supplant, traditional case studies; it translates the thick description of case studies into quantifiable data. Examples which demonstrate the use of the method are used to show patterns within one case over time; across cases to develop hypotheses and focus; and to create generalizations from a set of cases. The main feature of the method is that it considers the individual decision or event, rather than a total case as the unit of analysis.
Written originally as a lecture for American students of tertiary educational administration, this essay traces the historical development of lay boards governing American…
Abstract
Written originally as a lecture for American students of tertiary educational administration, this essay traces the historical development of lay boards governing American universities and compares this with the current practice at an Australian university. The increasing influence of governmental bureaucracies in both countries is highlighted. The author, an American professor teaching as a visitor in Australia, takes a second look at the American policy of excluding faculty from governing boards. The presence of faculty members on the board could be a bulwark in the defense of academic freedom and institutional excellence.