New York is the third top wine producing state in America. Competitive wine production across the United States has challenged New York winemakers to secure a place in the…
Abstract
Purpose
New York is the third top wine producing state in America. Competitive wine production across the United States has challenged New York winemakers to secure a place in the domestic market in order to support the long-term viability of the local economy. As businesses of agriculture become increasingly disrupted by the changing natural environment and consumer demand for sustainable products grows, vintners may distinguish themselves through the production and promotion of strategic initiatives on wine bottle labels.
Design/methodology/approach
Fueled by the distinct fields of green marketing and environmental communication, this research investigates the promotion of sustainable practices on wine bottle labels. Through the methodology of content analysis, this project examines all 13 wineries on the Shawangunk Wine Trail located in the Hudson River Region of New York.
Findings
The findings from this study show that less than half of wineries in the sample selection employ environmental marketing as a communication strategy.
Research limitations/implications
This research carries practical, business and social implications for the local Hudson River Region, the larger New York wine industry, and any organization looking to remain viable in a competitive marketplace.
Originality/value
This paper reveals the potential for the Hudson River Region wine industry to promote its “distinctive” and “innovative” environmental philosophy of “terroir driven and sustainably produced” winemaking on wine bottle labels to differentiate themselves in a crowded and expanding marketplace and build a Basis of Legitimacy with consumers.
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This case demonstrates the difficulties encountered by small family businesses when the founder passes away without having properly prepared for succession. AAA Construction was a…
Abstract
This case demonstrates the difficulties encountered by small family businesses when the founder passes away without having properly prepared for succession. AAA Construction was a company held together for over thirty-six years by a family patriarch, Jack Hudson. His choice of his grandson to succeed him was obvious. However, there were serious questions about whether David Robbins up to the task.
Societal problems have impacted the northeast of the USA for various generations. This paper aims to analyse various sustainability aspects in the Hudson River watershed of New…
Abstract
Purpose
Societal problems have impacted the northeast of the USA for various generations. This paper aims to analyse various sustainability aspects in the Hudson River watershed of New York by highlighting a temporal progression from environmental sustainability at the watershed level in the 1970s to growing concerns with more localized cross-border social and cultural sustainability in recent decades. We discuss an engagement with the Rapp Road Historic District and a documentary screening series as potential ways to eliminate racism and embrace diversity.
Design/methodology/approach
The research was based on fieldwork and classroom teaching conducted mostly since summer 2014. It included mixed methods combining document analysis and reviews with the examination of case studies, and the assessment of public policy priorities.
Findings
Formal training has to be combined with a substantial dose of realism, humility and motivation to recognize that what the authors teach and research in the community matters. Future learning experiences within a place-based education paradigm could include: Having students help devise urban rehabilitation strategies whilst suggesting integrative measures with the surrounding built and natural environments; students could also help improve public spaces in the neighbourhood; and finally, they could also help to strengthen the cultural identity of the district by augmenting urban design features endogenous to the African American community.
Practical implications
Opportunities could be further augmented with service-learning projects and programmes, internships and even full-time jobs for recent graduates in local community development organizations.
Social implications
The study served to raise the community’s awareness of its own natural, ecological and human assets, and to create place-based real-world opportunities for students and faculty in environmental and cultural sustainability studies.
Originality/value
Environmental sustainability is discussed with the creation of the Hudson River Valley National Heritage Area, whilst the public engagement with the Rapp Road Historic Association in the Capital Region of upstate New York, the identification of an emerging creative cluster in the Berkshires-Hudson region, and a documentary and discussion series on striving for diverse cities serve to demonstrate current concerns with social and cultural sustainability.
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The ability to manage change is an important challenge for any business, but a particularly critical one for a retailer—whose business is to serve as the purchasing agent for an…
Abstract
The ability to manage change is an important challenge for any business, but a particularly critical one for a retailer—whose business is to serve as the purchasing agent for an ever‐changing consumer.
Antonella Monda, Antonio Botti and Massimiliano Vesci
This chapter is part of a strand of studies dedicated to tourism events and territorial marketing strategies and focuses on the role of communication in an event-based strategy…
Abstract
This chapter is part of a strand of studies dedicated to tourism events and territorial marketing strategies and focuses on the role of communication in an event-based strategy. Events can attract tourist flows, spread the territorial image, stimulate investment, and contribute to the territorial brand. Therefore, their role becomes increasingly important for an effective territorial and tourism marketing strategy. In the events sector, communication plays a key role in shaping marketing policies, which increasingly involve interaction between actors and the use of technology. To build and communicate an event is essential to implement social media marketing strategies that foster sharing of content that significantly influences user behavior. However, the academic literature on the role of social media in event management is limited. Therefore, this study has a twofold objective: to conduct a review of the literature to systematize and contextualize existing knowledge and to identify the main benefits and risks involved in the use of social networks in events.
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Lorenzo Mizzau, Fabrizio Montanari and Marta Massi
This chapter explores the potential of social media in the context of festivals and shows how web platforms can better inform event managers’ understanding of how a festival’s…
Abstract
This chapter explores the potential of social media in the context of festivals and shows how web platforms can better inform event managers’ understanding of how a festival’s social atmosphere (i.e. the socialscape) can be extended online and beyond the actual periods of the staging of a festival. This is possible as social media can help to build an online environment that favours social identification and user engagement. To illustrate such a mechanism, the chapter presents a multi-method analysis of Fotografia Europea, a photography festival held in Reggio Emilia, Italy. Results show the potential of a coordinated web and social media strategy for enhancing the festival’s atmosphere in terms of social identification and engagement.
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Kathryn M. Hudson and John S. Henderson
Relationships between long-distance exchange, especially of luxury goods, and the centralization of political power represent a fundamental dimension of political and economic…
Abstract
Purpose
Relationships between long-distance exchange, especially of luxury goods, and the centralization of political power represent a fundamental dimension of political and economic organization. Precolumbian American societies, outside familiar European contexts that have shaped analytical perspectives, provide a broadened comparative field with the potential for more nuanced analysis.
Methodology/approach
Analysis focuses on four cases that vary in political centralization, institutional complexity, and geographic scale: Ulúa societies without political centralization; small Maya states; Aztec; and Inka empires. Emphasis on relationships between principals and agents highlights the potential of social practices to perform the functions often associated with state institutions
Findings
In the Ulúa region, commerce flourished in the absence of states and their concomitants. The very wealth of Ulúa societies and the unusually broad dispersion of prosperity across social segments impeded the development of states by limiting the ability of local lords to intensify their status and convert it to political power. Intensity of market activity and long-distance exchange does not correlate well with the florescence of states. Less centralized and non-centralized political systems may in fact facilitate mercantile activity (or impede it less) in comparison with states.
Originality/value
These cases frame a useful perspective on the organizational configuration of long-distance trade. Informal social mechanisms and practices can be an alternative to state institutions in structuring complex economic relations. The implications for understanding trajectories of societal change are clear: the development of states and centralized political organization is not a prerequisite for robust long-distance commerce.
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Jie Zhang, Yongjun Sung and Wei‐Na Lee
Employing the conceptual framework of play themes, this study examined and reported the product categories that presented branded entertainment the most, the different types and…
Abstract
Employing the conceptual framework of play themes, this study examined and reported the product categories that presented branded entertainment the most, the different types and features of branded entertainment, and how various play themes were incorporated in branded entertainment in the context of Facebook brand profile pages. The major findings were consistent with the conceptual framework and literature on branded entertainment. Some unexpected findings were also provided and discussed. The line between entertainment and marketing communication has become increasingly blended or even erased during recent years, particularly in the Internet context. Researchers and practitioners are highly interested in the marketing potential of branded entertainment since it may boost brand awareness and build strong consumer‐brand relationships. Little academic research to date has been conducted to systematically study branded entertainment on the Internet. This study is a nascent attempt to understand branded entertainment in user‐centered social networking websites (SNWs), since young users are shifting away from other online media to SNWs. Branded entertainment may help marketers gather segmented yet fun‐seeking SNW users and deliver nonintrusive marketing messages to them.
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Sandeep Gundeti, Amit Jain and Deepali Bhatnagar
The growing interest of the scientific community in film marketing research can be discovered by the large scale published writings on the subject. Although, in this field…
Abstract
The growing interest of the scientific community in film marketing research can be discovered by the large scale published writings on the subject. Although, in this field, comprehensive and systematic research is still lacking. The important aim of this article is to merge the latest research results of film marketing through bibliometric research on articles published from 1976 to 2020, and to examine and introduce the research outcome from the view of the growth trend of the field; the most productive and influential countries, authors, articles, institutions, and research journals; keywords, author patterns, and international linkages. Research outcomes show that film marketing research increased gradually from 1976 to 2020, especially in the last five to 10 years. During this period, all 500 scholarly articles were published in 331 journals and listed in Scopus. Comparison is drawn between institutions from developing countries (in terms of number of articles) and developed countries (in terms of citation rate). On the basis of key points and three-factor examination, a conclusion is drawn that in the last 10 years, ‘film marketing’ as a keyword has attracted widespread attention.