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The purpose of this paper is to explore how consumers view sponsorship tattoos. This study specifically addresses three research questions: first, how consumers view the idea of sponsorship tattooing; second, how the brand of the tattoo alters acceptance of the tattoo; and third, how the placement on the body of the athlete affects acceptance of the tattoo.

To address these research questions, focus groups were conducted.

Findings highlighted three important themes related to tattoos, sponsorships and brand perceptions: meaning of the tattoo itself, meaning related to the brand and the tattoo and meaning related to the tattoo and athlete.

For practitioners, this research highlights the complexity between consumers’ interaction with brands through sponsorship tattoos, which is a complicated, multi-dimensional process during which meaning can be assigned to multiple facets of the sponsorship relationship.

For scholars, this research offers a glimpse into an emerging trend that ties together the multi-billion dollar sports and tattoo industries. In sum, this research identifies ways in which consumers interpret meaning related to the tattoo itself, the brand and the athlete based on placement, sport and brand perceptions.

The purpose of this paper is to present a theory of how corporations and brands can address the prevalence of fake news. A matrix is proposed to examine how the transparency of the motivation of the communicator disseminating fake news interacts with how well the content of the fake news coincides with a consumer’s previously held bias.

A dichotomy is presented examining the role of “Schemer’s Schema” transparency by confirmatory bias.

Consumers will react differently to fake news depending on their “schemer schema” and the source of the information, as well as the believability of the story based on already existing beliefs.

This paper provides readers with a strategy to address the prevalence and reality of fake news. The purpose of this paper is theoretical in nature. While this manuscript lays the foundation for future empirical studies, said studies have not been conducted. Further, given the ever-changing nature of fake news dissemination this manuscript provides a picture at a specific time and place.

This manuscript provides insights for brand managers who are forced to address fake news.

This manuscript provides marketers with a strategy to better address fake news for organizations and brand.

Amelia Ceja is the president and CEO of Ceja Vineyards. Amelia grew Ceja Vineyards from a fledgling company producing only 750 cases annually to a well-respected winery, with wines that were served at the inauguration of President Barack Obama and wines that are served at top restaurants all over the world, including the three-Michelin-star restaurant French Laundry. The chapter presents a comprehensive overview of how one woman with a strong vision for success, motivated by perseverance and hard work, used familia, mentorship, customer knowledge, and flexibility as her go-to-market keys to success.

In this chapter, we focus on three-time Emmy Award winner Faith Salie, who is a writer, performer, commentator, actor, and journalist. We illustrate Salie’s successful entrepreneurship with regard to her personal brand. Salie details the obstacles and challenges to her success, as well as how entrepreneurship is different when the brand you are promoting is your own. Four strategies for an entrepreneur whose personal brand is her marketplace product are described.

For 30 years the series, Research in Organizational Change and Development (ROCD) has provided an extensive range of scholarly research and philosophical reflections on the field of organization development and change (ODC). On the occasion of the 30th anniversary of the first volume, this chapter poses the question as to how we might learn about the philosophy of ODC research from the 24 published volumes. Taking the author’s explicit pursuit of the question as a process of interiority, it invites readers to engage with the question themselves and thereby enact interiority within ODC itself.

The base of the pyramid (BOP) is characterized by deep and wide poverty, which dampens market exchanges, or making/selling and buying/consuming activities. The purpose of this paper is to address the specific issue of how national culture distinguishes BOP markets in terms of exchange activities, and the broad issue of how market exchanges can grow and flourish by accounting for comparative differences across BOP markets.

The study design is a conceptual framework drawn from the extant BOP literature and several theories such as Amartya Sen’s theory on poverty, and Anthony Bebbington’s concepts of human capital. The framework specifies research propositions for future empirical examination.

The conceptual framework proposes that BOP poverty lowers or inhibits market exchanges but is countered by several factors: national culture (performance orientation), non-traditional assets (creative and social capitals), and transformative technologies (mobile telephony). Assuming these factors vary by BOP setting, greater performance orientation alongside higher social capital, creative capital, and mobile telephony directly and/or interactively increase market exchange activities.

Among research implications are the application of other culture theories to the BOP market exchange issue, and the need to examine the role of government and other non-traditional capitals in exchanges.

Managerial implications include the targeting and selection of BOP markets and development of marketing tactics that leverage cultural, nontraditional, and technological assets.

This paper explores how to counter the negative effects of BOP poverty on market exchanges by leveraging the distinctives and variations among BOP markets.

Small-scale forestry-based enterprising communities are particularly associated with their territory and, therefore, are very conditioned by the local culture. This paper aims to explore the relationship between culture and competitiveness in small-scale Latin-American forestry-based enterprising communities.

This study used 212 surveys in companies linked to the production, industrialisation and commercialisation sector of the forestry industry in the province of Misiones (Argentina), using partial least squares to analyse the relationships thereof.

Culture and competitive advantages improve the growth of small-scale timber businesses and growth, in turn, increases financial performance. However, culture does not have an impact on competitive advantage and no interaction effect of culture on competitive advantage was detected. The results can indicate that there might be a need to incorporate other concepts and operationalisation that are better suited to the geographical and industrial contexts in developing countries.

The literature and measures used to operationalise variables in the survey did not necessarily succeed in capturing the culture in the studied small- and medium-sized enterprises. In addition, the design of the sample and subjective measures may partially condition the results.

For business managers and consultants, this study indicates that they must take into account the local culture to improve performance. Entrepreneurs must reorient the company strategy towards the long term, integrating local culture into their strategy to generate competitive advantages.

Political authorities and social agents should also take into consideration the cultural aspects of the territory when implementing regulations and specific actions to improve the industry and strengthen the sense of community. The results highlight the vitality of animators and development agencies and of any factor that fosters social cohesion.

The paper shows a new approach to the relationship between culture and competitiveness in small-scale forestry-based enterprising communities, combining performance in a formal sector with the bazaar model.