Pauline Anne Loewenberger, Mark Newton and Kylie Wick
This paper aims to demonstrate the effective development of creative and innovative capability in a rigid bureaucratic public sector environment of an area of the British…
Abstract
Purpose
This paper aims to demonstrate the effective development of creative and innovative capability in a rigid bureaucratic public sector environment of an area of the British Transport Police, championed by the Area Commander and informed by extant literature.
Design/methodology/approach
The focus is on an intervention that addressed two related issues suggested by extant literature, cognitive blocks to creative thinking and organisational barriers. A diagnostic assessment of the climate for creativity prompted reflection leading to simultaneous interventions, combining supervisory and senior management support with a structured process of creative problem solving focusing on problems generated at a strategic level.
Findings
This has proved highly effective. At the end of the first year, five six-week cycles had already resulted in more than 600 new ideas, of which 52 were in the pipeline and 13 had already been endorsed. Few required financial investment and have increased effectiveness and optimised use of resources – literally doing more with less. Evidence is emerging of a climate more supportive of creativity and innovation.
Practical implications
Positive outcomes have significant implications for the enhancement of creativity and innovation through intrinsic motivation. This example has potential for other public service organisations.
Originality/value
Simultaneous interventions across multiple levels are rare. That this has been achieved in a rigid bureaucratic environment public sector organisation adds to the unique value of this contribution.
Details
Keywords
Present and projected demographic andsocial trends in the United Kingdom areoutlined and their effect on the size andstructure of the workforce as a whole andthe information…
Abstract
Present and projected demographic and social trends in the United Kingdom are outlined and their effect on the size and structure of the workforce as a whole and the information workforce in particular are discussed. The implications of these changes for the library and information studies school and for the information profession employment market are considered and possible solutions are proposed as to how the information profession could tackle the impending skills shortage.
Details
Keywords
Igor de Jesus Lobato Pompeu Gammarano, Nikhilesh Dholakia, Emílio José Montero Arruda Filho and Ruby Roy Dholakia
This paper aims to the intricate relationship between digital influencers (DIs) and their followers, aiming to develop a comprehensive framework that explains how influence works…
Abstract
Purpose
This paper aims to the intricate relationship between digital influencers (DIs) and their followers, aiming to develop a comprehensive framework that explains how influence works in the digital world. It focuses on understanding the cultural aspects that shape these relationships in today’s global and digital marketplace.
Design/methodology/approach
This study employs a holistic methodology, intertwining historical, cultural and theoretical insights to decode the DI phenomenon. Applying a Grounded Theory approach, this paper coded articles into categories, developed abstract concepts and refined them through cycles of literature collection and analysis that allowed identifing gaps in the Influencer Marketing field. This comprehensive review and inductive analysis of globalization, mediated communication and digital interactions aim to unravel the intricacies of digital and virtual influence. This paper’s theoretical development advances propositions that dissect the facets influencing digital adoption, usage, interest and value perception, leading to a detailed model of digital influence grounded in both theory and real-world examples.
Findings
This research uncovers the significant impact DIs have, driven by global connections and the way we communicate in the digital age. Historical context situates DIs within the broader narrative of mediated persuasive communication. A preliminary typology of DIs and influence contexts forms the foundation for further exploration.
Research limitations/implications
This study enhances the discussion around DIs by considering the influence of technology and culture together. It draws from the thoughts of leading thinkers on how technology connects us, providing a strong foundation for future studies.
Practical implications
As digital influence and the surrounding technology continue to change, it’s important to think critically about these trends. This research offers valuable insights for businesses looking to navigate the digital landscape effectively, helping them make better strategic decisions about their online presence.
Originality/value
This study breaks new ground by offering a detailed categorization of DIs and proposing a fresh way to understand their role. It links important ideas from the past about persuasion through media to the current state of digital influence, offering insights into how digital trends might affect communication strategies.
Details
Keywords
Brian Sternthal and Prashant Malaviya
The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996 through 2016. UA provides a…
Abstract
The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996 through 2016. UA provides a cohesive case study of how to launch and sustain a consumer brand even in the face of its third-party manufacturing approach, which gives its apparel no patentable design or fabric technologies. The case uses UA's brand and advertising development as a backdrop for the current pivotal issue of how to target women to sustain growth. UA's stated goal is to build a $1.9 billion women's business by 2019.
In laying out UA's growth and competitive moves, the case lets students analyze broadcast, social media, and other digital advertising campaigns in view of the company's brand development and strategic targeting. The case also highlights the importance of leveraging brand heritage and historical differentiation while respecting key nuances when extending into new markets (i.e., moving from a predominantly male-driven audience to female). It also allows an exploration of how to use consumer insight and broader cultural attitudes and trends to support extending a position into new markets.
Details

Keywords
Abhinava S. Singh and Mayur Dashrathlal Shah
The fundamental concepts in strategic management including vision, mission and setting objectives, external and internal environment analysis, SWOT, stakeholders in strategic…
Abstract
Theoretical basis
The fundamental concepts in strategic management including vision, mission and setting objectives, external and internal environment analysis, SWOT, stakeholders in strategic management, deliberate and emergent strategy and strategic leaders have been addressed through the case.
Research methodology
The case was developed using primary data gathered from observations, interviews and the experiences of the authors at Chimanbhai Patel Institute of Management and Research (CPIMR) and published sources.
Case overview/synopsis
This case is about CPIMR, a management institute in Ahmedabad, India, which was required to recraft their vision and mission statements in light of the compliance requirements of the All India Council for Technical Education and the other challenges including new skills requirement especially because of Industry 4.0 changes and competition in the business education market. The case examines the external and internal environment challenges faced by the institute director and the emerging issues: how should CPIMR recraft the vision and mission? What could go wrong? How to make them actionable? How to disseminate them? The case would help the participants to understand the process of external and internal environment analysis, formulation of the vision and mission statements, their key purpose of informing stakeholders and setting objectives. The case also encourages the participants to put themselves in the position of the director for undertaking the process of recrafting the vision and mission statements of the management institute in the event of a strategic change. While the case setting is that of a management institute, it might also be useful for discussion in other organization settings.
Complexity academic level
Course: Strategic Management Level: Post Graduate Level.
Details
Keywords
Robert James Thomas, Gareth Reginald Terence White and Anthony Samuel
The purpose of this research is to understand what motivates 7–11-year-old children to participate in online brand communities (OBCs). Prior research has concentrated on…
Abstract
Purpose
The purpose of this research is to understand what motivates 7–11-year-old children to participate in online brand communities (OBCs). Prior research has concentrated on prescriptive product categories (games and gaming), predominantly adolescent groups and the social aspects of community engagement and actual behaviour within communities, rather than the motivations to participate with the OBC. This has ultimately limited what has been gleaned, both theoretically and managerially, from this important segment.
Design/methodology/approach
An interpretive, longitudinal position is adopted, using a sample of 261 children (113 male and 148 female) from across the UK, using event-based diaries over a 12-month period, generating 2,224 entries.
Findings
Data indicate that children are motivated to participate in a brand community for four reasons: to support and ameliorate pre-purchase anxieties, resolve interpersonal conflicts, exact social dominance in terms of product ownership and perceptions of product knowledge and to actively engage in digitalised pester power. The study also reveals that certain motivational aspects such as conflict resolution and exacting dominance, are gender-specific.
Research limitations/implications
Knowledge of children’s motivation to engage with OBCs is important for marketers and brand managers alike as the data reveal markedly different stimuli when compared to known adult behaviours in the field. Given the nature of the study, scope exists for significant future research.
Practical implications
The study reveals behaviours that will assist brand managers in further understanding the complex and untraditional relationships that children have with brands and OBCs.
Originality/value
This study makes a novel examination of a hitherto little-explored segment of consumers. In doing so, it uncovers the theoretical and practical characteristics of child consumers that contemporary, adult-focussed literature does not recognise. The paper makes an additional contribution to theory by positing four new behavioural categories relating to community engagement – dependers, defusers, demanders and dominators – and four new motivational factors which are fundamentally different from adult taxonomies – social hegemony, parental persuasion, dilemma solving and conflict resolution.
Details
Keywords
Richard N. Rutter, Stuart J. Barnes, Stuart Roper, John Nadeau and Fiona Lettice
This research tests empirically the level of consumer engagement with a product via a nonbrand-controlled platform. The authors explore how social media influencers and…
Abstract
Purpose
This research tests empirically the level of consumer engagement with a product via a nonbrand-controlled platform. The authors explore how social media influencers and traditional celebrities are using products within their own social media Instagram posts and how well their perceived endorsement of that product engages their network of followers.
Design/methodology/approach
A total of 226,881 posts on Instagram were analyzed using the Inception V3 convolutional neural network (CNN) pre-trained on the ImageNet dataset to identify product placement within the Instagram images of 75 of the world's most important social media influencers. The data were used to empirically test the relationships between influencers, product placement and network engagement and efficiency.
Findings
Influencers achieved higher network engagement efficiencies than celebrities; however, celebrity reach was important for engagement overall. Specialty influencers, known for their “subject” expertise, achieved better network engagement efficiency for related product categories. The highest level of engagement efficiency was achieved by beauty influencers advocating and promoting cosmetic and beauty products.
Practical implications
To maximize engagement and return on investment, manufacturers, retailers and brands must ensure a close fit between the product type and category of influencer promoting a product within their social media posts.
Originality/value
Most research to date has focused on brand-controlled social media accounts. This study focused on traditional celebrities and social media influencers and product placement within their own Instagram posts to extend understanding of the perception of endorsement and subsequent engagement with followers. The authors extend the theory of network effects to reflect the complexity inherent in the context of social media influencers.