Jennifer Chandler and Steven Chen
The purpose of this paper is to, first, make explicit the theoretical link between prosumers and co-creation as articulated in the service-dominant logic framework. The authors…
Abstract
Purpose
The purpose of this paper is to, first, make explicit the theoretical link between prosumers and co-creation as articulated in the service-dominant logic framework. The authors re-examine the contributions of prosumers to service experiences with the intent of clarifying how prosumers act as co-creators of value. The second purpose of this study is to clarify the underlying motivations for prosumers’ participation in co-creation/service experiences. The authors assert that high-quality service experiences require service researchers and managers to better understand prosumers and their motivations.
Design/methodology/approach
Through a qualitative investigation, the authors examine prosumers and their social motivations – from a service experience perspective.
Findings
The findings illustrate that prosumers are not only participants in the co-creation of value; the findings illustrate that prosumers are active designers of service experiences. This is because prosumers are motivated by both individual and social factors that arise from their personal lives, not necessarily by desires to participate in firms’ production processes. The authors seek answers to the following research questions: What are the social motivations of prosumers? How do prosumers co-create value through creative outputs?
Research limitations/implications
The findings suggest that firms do not solely motivate co-creation and, more specifically, prosumption; rather, these are motivated by factors in the personal lives of consumers.
Practical implications
The findings illustrate that prosumers are not only participants in the co-creation of value; the findings illustrate that prosumers are active designers of service experiences. Service design and management should account for and accommodate prosumers.
Originality/value
This interdisciplinary paper integrates literature from design, marketing, service, and management to provide theoretical underpinnings of a qualitative study into the social motivations of prosumers from a service experience perspective.
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Salah S. Hassan and Stephen Craft
This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical…
Abstract
Purpose
This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical implications for firms operating in increasingly globalizing markets.
Design/methodology/approach
This paper empirically examines an inventory of market segmentation factors in relation to four global strategic positioning decision options.
Findings
The two studies reported suggest that a combined use of macro and micro‐bases to segment world markets is significantly linked to the perceived positioning strategies of global top brands, whereas firms seeking more localized positioning strategies use only micro‐bases to segment.
Practical implications
The conceptual and empirical findings reported in this paper pave the way for embarking on promising and relevant future research that is needed to substantiate and enrich the academic understanding and managerial practice of segmentation and strategic brand positioning decisions in world markets.
Originality/value
This paper is unique in identifying a link between global brand positioning and segmentation factors.
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Lauri Johnson and Rosemary Campbell‐Stephens
The aim of this paper is to discuss the views of black and ethnic minority school leaders about the Investing in Diversity program, a black‐led program developed in 2004 to…
Abstract
Purpose
The aim of this paper is to discuss the views of black and ethnic minority school leaders about the Investing in Diversity program, a black‐led program developed in 2004 to address the underrepresentation of black leaders in the London schools. Major themes are identified from interviews with black and South Asian women graduates of the program and recommendations made for leadership development strategies to help aspiring and current black and global majority headteachers “bring who they are” to their leadership.
Design/methodology/approach
Qualitative case study data about the Investing in Diversity program include document analysis of curriculum modules and participant observation of the weekend residential, survey satisfaction data from several cohorts, and face‐to‐face interviews with a purposive sample of seven headteachers from African Caribbean, African, and South Asian backgrounds who completed the Investing in Diversity program six‐seven years ago. These semi‐structured individual interviews were conducted in the spring of 2012 during an all‐day visit to their schools and focused on barriers and supports in their career path, approach to leadership, and their views on their leadership preparation.
Findings
Participants identified black and ethnic minority headteachers as role models, the importance of mentoring and informal networks, and opportunities to lead as supports to their career path to headship. Many of their long‐term informal networks were established with other BME colleagues who attended Investing in Diversity. Barriers included subtle (and not so subtle) discrimination from parents, teachers, and administrators for some of the participants.
Research limitations/implications
Observational studies and interview studies, which included a bigger sample of black and ethnic minority headteachers, would extend this research.
Practical implications
This study provides suggestions for schools and local authorities about leadership preparation strategies that make a difference for aspiring BME leaders.
Originality/value
There is a paucity of research on the views of British BME headteachers. This study adds to the research base on BME leadership development in Britain and contributes to international research on self‐defined black leadership perspectives.
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Salah S. Hassan, Stephen Craft and Wael Kortam
This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world…
Abstract
This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world markets. The paper calls for a universal perspective on market segmentation to aid global marketers in identifying similarities across national boundaries while assessing within‐country differences. The main conclusion of this research is augmentation of the argument that a hybrid/universal market segmentation strategy should serve as the conceptual link and action mechanism that provides substance and rationale to striking a trade‐off between the two indispensable global strategy ends of standardization and adaptation. This balanced relationship can only be created when focus is devoted to building brand equity through emphasizing a global consumer orientation.
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Salah S. Hassan and Stephen H. Craft
The purpose of this paper is to examine empirically the relationship between positioning strategies and bases of segmentation in international markets.
Abstract
Purpose
The purpose of this paper is to examine empirically the relationship between positioning strategies and bases of segmentation in international markets.
Design/methodology/approach
A principal component analysis was conducted to determine the major macro‐ as well as micro‐bases of segmentation that are linked with strategic positioning decision options. Further, a regression analysis was used to examine the effect of each of the segmentation bases on the different strategic positioning options used by segmentation managers.
Findings
This study suggests the combined use of both macro‐ and micro‐bases of segmentation in order to leverage similar strategic positioning across global markets. However, micro‐bases of segmentation are suggested for firms seeking differential positioning strategies.
Research limitations/implications
The conceptual and empirical findings of this study pave the way for embarking on promising and relevant future research that is needed to substantiate and enrich the academic understanding and managerial practice of linking global segmentation with strategic positioning decisions. Future research should focus on the use of hybrid segmentation strategies; its logical design; implementation issues; and its evaluation mechanism.
Practical implications
This study provides specific empirical evidence of the relationship between strategic use of segmentation bases and strategic positioning. An effective use of the proposed framework will have various strategic marketing implications for firms; including cost efficiencies, opportunities to transfer products globally, expansion opportunities of current operation, and development of more effective brand management decisions.
Originality/value
The proposed global strategic segmentation and positioning matrix is a new tool that guides managers to position their brands effectively in world markets.
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Xiaoyu Guan and Stephen Frenkel
The purpose of this paper is to investigate whether perceived organizational support for strength use (POSSU) predicts employee thriving at work and the underlying mechanisms that…
Abstract
Purpose
The purpose of this paper is to investigate whether perceived organizational support for strength use (POSSU) predicts employee thriving at work and the underlying mechanisms that explain this relationship.
Design/methodology/approach
The analysis is based on data from an online, time-lagged survey of 209 employees. Latent moderated structural equations (LMS) method was used to test the mediating role of job crafting and meaningfulness and the moderating role of core self-evaluation (CSE) in the organizational support-employee thriving relationship.
Findings
POSSU has a direct, positive relationship with employee thriving at work. Moreover, this relationship is fully mediated by employees' job crafting (as an agentic work behavior) and meaningfulness (as a resource produced at work). In addition, contextual factor of POSSU synergistically interacts with individual characteristic of CSE to foster thriving at work.
Research limitations/implications
Based on a time-lagged survey, causal relationships cannot be drawn from this study. Results point to future research that can incorporate specific types of work climate and organizational practices in a multilevel design to investigate how context at team, unit and organizational levels impact employee thriving.
Practical implications
The study results highlight the importance of fostering employee thriving at work by implementing organizational practices that create supportive, innovative and meaningful workplaces. Management needs to pay close attention to develop a supportive organizational climate geared to identifying, developing and utilizing employees' strengths.
Originality/value
This study provides theoretical explanations and empirical tests on the mechanisms linking organization support and employee thriving based on the socially embedded model of thriving.
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The purpose of this paper is to explore the professional biography of Ethel A. Stephens, examining her career as an artist and a teacher in Sydney between 1890 and 1920. Accounts…
Abstract
Purpose
The purpose of this paper is to explore the professional biography of Ethel A. Stephens, examining her career as an artist and a teacher in Sydney between 1890 and 1920. Accounts of (both male and female) artists in this period often dismiss their teaching as just a means to pay the bills. This paper focuses attention on Stephens’ teaching and considers how this, combined with her artistic practice, influenced her students.
Design/methodology/approach
Using a fragmentary record of a successful female artist and teacher, this paper considers the role of art education and a career in the arts for respectable middle-class women.
Findings
Stephens’ actions and experiences show the ways she negotiated between the public and private sphere. Close examination of her “at home” exhibitions demonstrates one way in which these worlds came together as sites, enabling her to identify as an artist, a teacher and as a respectable middle-class woman.
Originality/value
This paper offers insight into the ways women negotiated the Sydney art scene and found opportunities for art education outside of the established modes.