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Due to the global labor market challenges, international companies react and adjust fast to these circumstances by implementing digital solutions into all business processes. Organizational ambidexterity is seen as the response of digital transformation and it can be divided into structural, contextual, and sequential dimensions. In this context, organizations representing the smart industry will need employees with specific competencies which let them meet technological challenges.

This chapter aims to clarify the state of opinion on expectations towards, and preparedness for, the impact of Industry 4.0 on human resources management and the implementation of various types of ambidexterity in these companies. We have conducted interviews with key HR informants from manufacturing companies operating in Germany and Poland. We have found that Industry 4.0 has a significant impact on HR practices. In both international companies, various digital solutions in employee recruitment, development, and performance, have been implemented. There have also been mature examples in both companies of structural, contextual, and sequential ambidexterity.

This chapter aims to find out perceived value creation while engaging with the Airbnb business. Whilst values have been found leading to participation, values resulting from actual participation are yet to be explored. By taking the approach of service-dominant logic and cocreation, topped with the discourse analysis of the written accounts of Airbnb guests, this study has discovered several values that result from cocreation during participation in Airbnb business models. Several avenues for the continuation of this study are suggested to build upon the acquired knowledge from this exploratory research.

HR professionals have identified the power of information sharing for employer branding that could be obtained through the rapid growth of social media usage. The growing interest in and power of social media seem to be important for companies that want to make themselves known as interesting employers and to recruit prospective employees, using techniques that are more common to job seekers and recruiters. This study aims to explore the immediate future of employer branding through social media, as envisioned by academics and HR practitioners.

To look into the future of employer branding, we use the Delphi technique for forecasting, planning, issue identification, and framework development (Bobeva & Day, 2002). Two groups of respondents participated in this three-part study: 11 academics and 20 HR professionals. They were selected because of their research into the integration of HRM and IT from the e-HRM Global mailing list. The panelists participated in the research via electronic communication. The data were collected in three rounds from November 2010 to April 2011.

Research has revealed differences in the opinions of academics and HR professionals on the impact of social media on employer branding. The academics see its general effect as the targeting of audience for recruitment, marketing/company brand, and ways of communication/HR competencies. The practitioners see the image of the employer, visibility of the company, and organization responsiveness. The study presents other findings within the boundaries of employer branding value proposition, internal and external marketing, and the role of HR professionals. According to the academics, HR professionals in the future will need to possess knowledge about marketing and communication studies and web-based applications/develop new skills. They think that social media will impact the image of HR in organizations. On the other hand, HR professionals think that the future of their activities will depend on their awareness of recruitment trends, HR innovative thinking, and HR networking skills. Although the object of their activity will remain recruitment, HR professionals will have to be continuously updated on what is new in the social media in terms of recruitment.

This study presents the results of the Delphi technique, which is itself considered an original research method and not widely accepted in the tough “publish or perish” world. The value of the research is its forecast about the future developments of employer branding through social media, as envisioned by academics and HR practitioners.

Building on our earlier model of the links between HR strategy, e-HR goals, architectures, and outcomes, we illustrate the relationship between some of these elements with data from three global organizations. In doing so, we aim to help academics and practitioners understand this increasingly important area of HR theory and practice.

The purpose of this paper is to investigate inhabitants of Finland and their continuing efforts to narrate a national identity within the constraints imposed by discursive meanings of Finnish culture through the experience of sauna.

Data collection comprised semi-structured interviews with Finnish local residents and entrepreneurs; these were supplemented with secondary data including books, articles, advertisements and documents referencing sauna in the context of Finland.

The analysis and interpretation by the authors show that the symbolic resource of sauna constitutes the legitimation of Finnish nation branding discourses at three levels: regulative, normative and cultural-cognitive; we label these sauna governance, communal identity creation and mythmaking, respectively.

The research contribution reveals that nation branding discourses are also forms of legitimation work. Finnish nation branding discourses are interwoven with sauna as the symbolic resource of “Finnishness” and become conduits for the expression of discursive meanings. This demonstrates that institutional legitimacy is an intrinsic aspect of the ways place branding discourses can be used as a mode of governance (i.e. a policy instrument).

This chapter investigated tactics used by customer service employees in performing emotion work during their interactions with customers and those internal to organizations. Based on a qualitative study in the hospitality industry, I discovered that customer service employees used a range of tactics that impact different phases of the emotion regulation process in order to facilitate emotion work. One group of tactics was directed towards the work context while the other was self-directed in an attempt to regulate the experience and expression of emotion. Taken together these two groups of tactics provide a holistic portrayal of the range of tactics used by customer service employees in performing emotion work.

This chapter seeks to reassess the film GoldenEye (Campbell, 1995), and its highly successful (Impellizeri, 2010) videogame adaptation GoldenEye 007 (Rare, 1997), in light of the concept of the Hegemony of Play (Fron, Fullerton, Morie, & Pearce, 2007), which seeks to critique the dominance of the hypermasculine ‘gamer’ identity in videogame culture (a persona GoldenEye anticipates in its problematic character Boris Grishenko).

Since the gamer is bound up in the very technological materiality of videogames as a medium and an industry (Dyer-Witheford & de Peuter, 2009), central to this discussion is the significant yet highly ambivalent role technology continues to play in the Bond films, both extending and threatening (Leach, 2015; Nitins, 2010) Bond’s natural male skill and intuition (McGowan, 2010). Indeed, GoldenEye is a particularly salient study since many suggest Brosnan to be the most technologically adept (or dependent) of the Bonds (Rositzka, 2015; Willis, 2003), and I will argue that the film and game together explore just what happens when Bond’s implacable force meets the immutable technological object, providing a fascinating lens through which to read the larger technocultural shifts embodied in the transition to the immaterial economies of cognitive capitalism (Hardt & Negri, 2001) and their potential to disrupt traditional, patriarchal gender configurations (Haraway, 1991; Hayles, 2005; Plant, 1998; Wajcman, 2004).

Core to this is a critical reading of the game’s popular multiplayer mode, where exploration of whether technology can be understood to potentially level the gender playing field (Jones, 2015) or whether the fact that such technology is always already encoded as masculine (Chess, 2017) ultimately undercuts this ambition.