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Research, like Guinness, is good for you. “Pure Genius”, Guinness's latest advertising campaign, appears set to become another famous phrase in Guinness advertising. The research involved has pointed up a useful model of the branding process — the methods and analyses of which (including “yolk” and “shell” values) may be helpful to the wider theory and practice in future.

Market research has enormous potential for creating market understanding, which pays off in huge marketing productivity gains and quantum leaps in corporate entrepreneurship. It is failing to deliver because the effort is concentrated at the bottom of the corporate decision hierarchy and because users of research do not use it to its full potential. Defines what “understanding” means in market research and describes how it comes from purposeful questioning, the generation of “nuggets” of information using different sources and different techniques, the results of which require intensive analysis and assembly into causal pictures of what is happening and why. Sees problems arising because researchers are purchasers not analysts of market research, and lays ultimate responsibility for this with managing and marketing directors because they are not asking the fundamental questions about their businesses.

The purpose of this paper is to explore how change processes are dependent on historical events, geographical conditions, strong stakeholders and social norms developed over long‐time periods. The paper poses the question: what is the role of path dependencies in mergers between hospitals when motives of the mergers are ambiguous and the context of the change initiatives is characterized by conflicting goals?

The primary objective of this study is to describe the experience of three hospitals that were merged into a hospital enterprise, with the focus on a change in activity from 2003 to 2006. This fieldwork allowed a longitudinal study. The empirical data were generated from observations, interviews, document studies and newspaper clippings.

The investigations showed that the merger forced the hospitals to change, but the new organization – the different components of the merged hospital – followed different pathways to handle the externally imposed changes. Parallel processes evolved, and these processes were rooted in the historical and geographical conditions. Further, the paper illuminates the unique strengths of qualitative research methods that allowed a deeper understanding of these change processes.

The paper's findings add to our knowledge on the complex relations between externally imposed organizational change and the nature of internal organizational behaviour when intertwined with strong stakeholders. The paper particularly highlights the possible consequences when there is little interaction between the changes of systems and the practices of the professionals in hospitals when the processes are heavily influenced by path dependencies rooted in historical and geographical traditions.

Natural selection—survival of the fittest—is as old as life itself. Applied genetics which is purposeful in contrast to natural selection also has a long history, particularly in agriculture; it has received impetus from the more exacting demands of the food industry for animal breeds with higher lean : fat and meat : bone ratios, for crops resistant to the teeming world of parasites. Capturing the exquisite scent, the colours and form beautiful of a rose is in effect applied genetics and it has even been applied to man. For example, Frederick the Great, Emperor of Prussia, to maintain a supply of very tall men for his guards—his Prussian Guards averaged seven feet in height—ordered them to marry very tall women to produce offspring carrying the genes of great height. In recent times, however, research and experiment in genetic control, more in the nature of active interference with genetic composition, has developed sufficiently to begin yielding results. It is self‐evident that in the field of micro‐organisms, active interference or manipulations will produce greater knowledge and understanding of the gene actions than in any other field or by any other techniques. The phenomenon of “transferred drug resistance”, the multi‐factorial resistance, of a chemical nature, transferred from one species of micro‐organisms to another, from animal to human pathogens, its role in mainly intestinal pathology and the serious hazards which have arisen from it; all this has led to an intensive study of plasmids and their mode of transmission. The work of the Agricultural Research Council's biologists (reported elsewhere in this issue) in relation to nitrogen‐fixing genes and transfer from one organism able to fix nitrogen to another not previously having this ability, illustrates the extreme importance of this new field. Disease susceptibility, the inhibition of invasiveness which can be acquired by relatively “silent” micro‐organisms, a better understanding of virulence and the possible “disarming” of organisms, particularly those of particular virulence to vulnerable groups. Perhaps this is looking for too much too soon, but Escherichia coli would seem to offer more scope for genetic experiments than most; it has serotypes of much variability and viability; and its life and labours in the human intestine have assumed considerable importance in recent years. The virulence of a few of its serotypes constitute an important field in food epidemiology. Their capacity to transfer plasmids—anent transfer of drug resistance— to strains of other organisms resident in the intestines, emphasizes the need for close study, with safeguards.

In this work, we review the interrelationship between gender, knowledge, socially imbued roles, work relations, and the impacts on society. We consider the data regarding education aptitudes for males and females in reading, math, and science and move to an analysis of wage rates and status. Our findings concur with other research. Spanning countries, economic systems, political environments, and cultures, there is a consistent and pervasive gender gap in wage rates and status. In seeking to understand such disparities, we review research on the creation of expectations and the formation of gender as a social construct. Despite various strategies and policies to overcome gender inequities at the national and supranational levels (e.g., EU and UN), gender gaps persist in education, politics, employment rates, representation on boards, and in childcare. While the knowledge-based society is perceived as a new production paradigm, using innovative and improved forms of knowledge, gender disparities remain. Questioning issues of hierarchy and inequality are fundamental to the discussion of deepening gender-accounting research. Although we look at the market place in this paper and financial well being is fundamental, it is not sufficient. Gender gaps persist due to deeply embedded cultural biases in institutions and people and the many obstacles and barriers – cultural, political, economic, social – require significant transformation in how we view the world. Reflecting on the observation that social change takes place in a myriad of ways, we seek new ways to shape deliberations, perceptions, and behavior. These are the possibilities for change we encourage.

In an able article upon Sir WILLIAM MCCORMICK's Report on five years' work of the Department of Scientific and Industrial Research. The Daily Telegraph observes that “five years ago, when a twelvemonth of the war had compelled us to realise that winning it would be the hardest task ever laid upon the nation, a beginning was made with organised encouragement and assistance of research by the State. It had long been realised only too well by scientific workers that Great Britain was singular among the leading civilised countries in its obstinate neglect of this vital interest of a modern State; and the course of the war very rapidly brought all of us, and not only the savants, to a recognition of the fact that our principal enemy was foremost of all the Powers in the care which it had given to that interest. The army of technical experts mobilised by Germany for the scientific war was far larger and better equipped than our own. In setting‐out to remedy this state of things, the Government was looking, necessarily, far ahead of the war, which was likely to be ended one way or another long before the benefits of a Department of Scientific and Industrial Research could begin to materialise. Now, five years after the inception of the scheme by the Committee of the Privy Council, it is beginning to bear fruit; but the real harvest is in the not immediate future still. Sir WILLIAM MCCORMICK'S Report, however, as summarised yesterday in our columns, shows in its review of those five years’ work how well the foundations have been laid, and how excellent are the prospects of useful development along the lines now clearly marked out for the activity of the Department. Backwardness in the application of scientific research to industry has cost us dear in many ways. It is a reproach which is now in a fair way to be lifted from us altogether, thanks to that general awakening of the national intelligence of which the new Department was only one result; for its work would be of little avail without the active co‐operation of the industrial world. That is, as the Report brings clearly out, being given; and it will be given in increasing measure as time reveals the inestimable value of what can be done by combined enterprise, directed and fostered by the State. This is only one branch of the Department's work; but it is in this connection, perhaps, that the practical utility of it will be most generally appreciated. Eighteen associations of industrial firms have now been established, each association undertaking co‐operative scientific investigation of the problems of its particular industry; five more are about to be set up and to receive their licenses from the Board of Trade. Ten of the associations are actually at work, and the 2,300 firms organised in them have raised, in the first year, an aggregate income of nearly £40,000 to add to the contribution made by the Department out of the million fund granted by Parliament for the encouragement of such associations. That this expenditure on co‐operative research will be returned many limes over is not open to doubt; the value of it is written on every page of the history of Germany's colossal industrial development in the decades before the war, and it is, indeed, in great part the explanation of that development.

This study aims to explore the serendipitous discovery of integrated reporting (IR) by Alpha, an Italian small and medium-sized enterprise (SME). Alpha piqued the curiosity when the authors discovered that it experimented with IR alongside other management accounting practices, such as the Balanced Scorecard. As the authors reflected on Alpha’s experiences, the authors had to opportunistically develop a new framework to understand the change that was taking place at Alpha fully. Thus, the authors developed the serendipitous drift framework. This study contributes to addressing the gap between management accounting research that sees change as a planned, ordered process versus research that sees it as an unmanageable drift.

The authors ground the research on a qualitative methodology based on a single case study. This methodology allows us to focus on understanding what has happened at Alpha to discover new themes and provide theoretical generalisations. The authors developed the framework using middle-range thinking and fleshed it out using empirical findings from the case study. Middle-range thinking implies going back and forth between the theory and the empirical material. Therefore, the authors develop the serendipitous drift framework from prior theories and use it to inform the empirical study. In turn, the empirical material collected in Alpha helps refine and flesh out the serendipitous drift framework. The framework explains how Alpha leveraged serendipity to steer change towards favourable outcomes for them.

The authors find that the search for change undertaken by Alpha’s managers was non-specific but purposeful. Their dispositions were sagacious enough to recognise the potential value found in management accounting practices, such as IR and the Balanced Scorecard. They chanced upon new and unforeseen practices through trial and error, iteration, internal engagement and networking.

Overall, the results indicate that Alpha’s managers shaped the disorder of management accounting changes, even though it followed unexpected, uncertain and messy paths. Indeed, appropriate informal controls can act as a frame of reference for choosing, adapting and implementing new management accounting practices to shape the disorder. Informal controls can both guide and bound the experimentation process towards desirable outcomes.

The authors contribute to management accounting change theory by developing a framework rooted in serendipity and drifting theories. The framework identifies how searching, sagacity and chance are essential for making positive, unexpected discoveries. Therefore, the authors provide novel insights on how and why IR and other management accounting practices are eventually translated and adopted in the case company. Moreover, the serendipitous drift framework has the potential to help managers frame cultural controls to actively seek opportunities for valuable serendipitous eureka moments through networking and experimentation.

The purpose of this study was to explore whether a “value-action gap” exists between what members of the adolescent Generation Z (Gen Z) cohort value and how they act by investigating their actions related to sustainable and responsible fashion consumption (SRFC). Specific focus was placed on understanding these actions across the apparel consumption cycle, ranging from the acquisition, to use and disposal stages.

Forty-one members of Gen Z (20 males and 21 females) ranging in age from 15 to 18 participated in a total of seven focus groups.

Three emergent themes were identified and used to structure the interpretation: unintentionally sustainable, a knowledge conundrum and perceived barriers.

The majority of focus group participants were Caucasian, and all were teenagers from a single geographical area in the Southeastern USA. Findings provided by this study offer insight regarding the SRFC habits of Gen Z relative to their concerns regarding sustainability and social and environmental responsibility.

Findings offer practitioners an opportunity to better understand how to address the needs of this generational cohort as they progress through adulthood.

Findings of this study investigate the value-action gap to offer insight into how adolescent members of Gen Z make consumption decisions, and specifically within a framework of the apparel consumption cycle as a whole, including acquisition, use and disposal. Findings also reveal some of their more general views on SRFC.

Human performance, particularly that of the warfighter, has been the subject of a large amount of research during the past few decades. For example, in the Medline database of medical and psychological research, 1,061 papers had been published on the topic of “military performance” as of October 2003. Because warfighters are often pushed to physiological and mental extremes, a study of their performance provides a unique glimpse of the interplay of a wide variety of intrinsic and extrinsic factors on the functioning of the human brain and body. Unfortunately, it has proven very difficult to build performance models that can adequately incorporate the myriad of physiological, medical, social, and cognitive factors that influence behavior in extreme conditions. The chief purpose of this chapter is to provide a neurobiological (neurochemical) framework for building and integrating warfighter performance models in the physiological, medical, social, and cognitive areas. This framework should be relevant to all other professionals who routinely operate in extreme environments. The secondary purpose of this chapter is to recommend various performance metrics that can be linked to specific neurochemical states and can accordingly strengthen and extend the scope of the neurochemical model.