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Article
Publication date: 1 March 2002

Håkan Preiholt

The study’s focal point is the obvious parameter that we all have in most of our relationships, which is the unknown parameter. What is it that we do not know? In other words, the…

445

Abstract

The study’s focal point is the obvious parameter that we all have in most of our relationships, which is the unknown parameter. What is it that we do not know? In other words, the process of relationship building on the market often suffers from certain events or “dark horses” that are difficult to handle in long‐term relationships. Such events often illuminate themselves through questions like why, what, who, and so on, when we examine firms. Examples of situations where unpredicted events appear and destroy relationships are given in the paper. The paper ends with a discussion, and some suggestions, on how to solve the problem of “dark horses”.

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Disaster Prevention and Management: An International Journal, vol. 11 no. 1
Type: Research Article
ISSN: 0965-3562

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Article
Publication date: 1 March 2004

Claes Hägg and Håkan Preiholt

The purpose of the present article is to discuss the role of financial marketing in the creation of self‐reinforcing trends and bubbles. If the fundamental problems of financial…

1294

Abstract

The purpose of the present article is to discuss the role of financial marketing in the creation of self‐reinforcing trends and bubbles. If the fundamental problems of financial marketing are not controlled, they can lead us to the world of the cynics, of raiders, of hostile takeovers where there is no free interplay of supply and demand. On the other hand, it would be wrong to consider every rise in the share price, which is not related to assets in place, as a bubble. The real art of financial marketing is to present to the public in an intelligible and convincing manner, the real options embedded in the firm's growth opportunities.

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Corporate Communications: An International Journal, vol. 9 no. 1
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 1 January 2006

Håkan Preiholt and Claes Hägg

The paper aims to discuss some similarities between design activities related to luxury goods and real estate.

6496

Abstract

Purpose

The paper aims to discuss some similarities between design activities related to luxury goods and real estate.

Design/methodology/approach

The paper discusses some similarities between design activities related to luxury goods and real estate. The focus is on new market opportunities and on shareholder value similarities for those two industries.

Findings

The paper finds that there is a fundamental similarity between the luxury goods and real estate industries. The common characteristic is the role played by designers and architects. They function as personified options in the sense that they give their firms opportunities to launch new projects at appropriate points in time.

Research limitations/implications

This is a theoretical discussion backed up by cases from two types of industry. A broader empirical research can broaden the picture of this out of the ordinary field of research.

Practical implications

The paper is a very useful source of information and impartial advice for those who are interested in luxury goods, fashion design, architecture, financial marketing, investor relations, and real estate.

Originality/value

The paper fulfils and identifies two fields of research, the real estate and the luxury goods industry. In the real estate industry, architects create new opportunities when they work with old buildings or with vacant land. In the luxury goods industry designers have a similar role.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 10 no. 1
Type: Research Article
ISSN: 1361-2026

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Book part
Publication date: 17 February 2022

Jessica Strübel and Monica Sklar

In 1930s Britain, tennis champion Fred Perry was a household name. However, the name Fred Perry is more commonly associated with striped-collar polo shirts featuring a laurel…

Abstract

In 1930s Britain, tennis champion Fred Perry was a household name. However, the name Fred Perry is more commonly associated with striped-collar polo shirts featuring a laurel wreath logo. In the late 1960s, Fred Perry polo shirts were standard mod and Skinhead dress. When worn by working-class youth the shirt became subversive commentary on English elitism because it had originally been designed for the tennis courts. Many punks also aligned with the brand in dual demonstration of association with working-class ethics as well as an alternative to t-shirts. In the 1980s and onward, this sartorial style was appropriated by right-wing white nationalists, which stripped it of its subcultural spirit. Patriot groups, such as neo-Nazis and the alt-right have continued to co-opt the subcultural style, simultaneously turning the Fred Perry polo into a symbol of racism and bigotry. The multi-use of the Fred Perry brand creates a challenge in how to interpret visual cues when one garment has competing perceptions that at times can be completely opposing. This study examines the history of the Fred Perry brand through the lens of symbolic interactionism, specifically how the shirt evolved from a rather innocuous, yet subversive, form of merchandize repurposed from the tennis world to youth subcultures where the polo communicated group identity. As the brand has moved through fashion cycles, the association of the Fred Perry polo with deviant groups has reduced the brand to representations of hate and separation, which has impacted sales and brand image with its intended consumers.

Details

Subcultures
Type: Book
ISBN: 978-1-80262-663-6

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Article
Publication date: 1 December 2002

114

Abstract

Details

Disaster Prevention and Management: An International Journal, vol. 11 no. 5
Type: Research Article
ISSN: 0965-3562

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