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Series: Vernon Series in Business and Finance

The Faces and Stakes of Brand Insertion

Edited by Sébastien Lefait, Aix-Marseille University, France and Sandrine Villers, Paris 8 University, France

December 2021 / ISBN: 978-1-62273-795-6
Availability: In stock
256pp. ¦ $83 £65 €72

With traditional forms of advertisement facing increasing challenges, brand placement - the integration of a product or brand in a work of art - has exploded. It has become a lucrative phenomenon whose goal is to produce a reaction of purchase in the mind of the receiver (reader, viewer or listener). This volume seeks to complement extant studies of product placement strategies by introducing a methodology more systematically related to the field of cultural studies, especially where the reception and impact of product placement are concerned. It explores the many iterations of brand placement in popular culture, with a consideration of the crossover between advertisement and art in everything from Wes Anderson, "Blade Runner" and the "Fast and Furious" franchise, to music videos, late night shows and plastic art. The book considers the impact of brand placement in TV series on teenagers, as well as the evolution of such placement in literature. The originality of this volume is that, when the impact of the placement is mentioned, it is to be understood as an intended aesthetic impact at least as much as a prompt to buy a product. Consequently, the placement of consumer goods in a cultural production, the book suggests, may both increase the sales of specific products and positively impact the production’s ratings. This book is perfect for researchers and students interested in marketing, brand placement, mass media, art, film, and cultural studies.

Market Orientation of Nonprofit Organizations: An Indian Perspective

Renjini D., Cochin University of Science and Technology, India and Mary Joseph T., Cochin University of Science and Technology, India

June 2019 / ISBN: 978-1-62273-733-8
Availability: In stock
135pp. ¦ $34 £25 €29

This book is an insightful account on market orientation and how it enhances the performance of non-profit organizations in India. The book provides the readers with a succinct, yet comprehensive view of scholarly research on the concepts of market orientation, non-profit marketing, and organizational performance of non-profit organizations and demonstrates why and how market orientation can be an effective organizational orientation for Indian non-profit organizations. Despite the growing importance of non-profit sector in socio-economic well-being of societies, academic debate and research in developing economy context in this field is glaringly sparse. This book attempts to addresses this gap in literature by analyzing market orientation and related concepts against the background of environmental conditions in a typical emerging economy context. Therefore, it will be especially beneficial to academics, researchers, students and practitioners in the fields of non-profit management, strategic marketing and social work, desirous of advancing their knowledge in nonprofit market orientation in these settings.

Selflessness in Business

Edited by Dominika Ochnik, University of Opole, Poland

May 2019 / ISBN: 978-1-62273-639-3
Availability: In stock
208pp. ¦ $44 £33 €38

The book deals with a controversial and seemingly paradoxical relationship between selflessness and business. It depicts the primary and lasting controversy between the selfish (egoistic, competitive) and selfless (pro-social, co-operative) behavior in view of social, organizational and individual benefits. Therefore, it takes a step towards finding a solution to some of the challenges of the twenty-first century, particularly sustainable growth. The miscellaneous and transatlantic background of the Authors origins (USA, Colombia, Germany, Poland, UK, Spain) and their various perspectives (psychological, economic or philosophical) guarantee multi-voiced argumentation for strong relationships between selflessness and business. Selflessness is understood from a social perspective as related to self-transcendence and connectedness to others. This perspective can be helpful in providing a deeper understanding of pro-social behavior in organizations and its implications for productivity and effectiveness. The manifestations of this approach can be found in acts such as organizational altruism, loyalty, quantum leadership, or pro-social vocational interests. One can make an in-depth analysis of selflessness’s manifestations on a social, organizational and individual level. The ensuing question is how to achieve self-regulation in order to maintain sustainable growth, and selflessness turns out to be the answer. This book offers strong evidence for high organizational and individual benefits stemming from selfless behavior. Therefore, it is not selfish behavior that enables and encourages productivity and effectiveness but rather selfless behavior. The book also tackles gender issues in business, especially regarding the social female role as being traditionally related to selflessness. The authors aim to reveal possible solutions to present and future challenges and enhance the meaning of positive outcomes of selfless behavior in business and work environments, which seems to be crucial and indispensable for future growth. The book will be useful not only for academic and business specialists but also for everyone interested in a broader perspective at contemporary challenges of business and organizational psychology.

Spoilt for Choice: How senior managers select professional advisors

Wienke Seeger

January 2019 / ISBN: 978-1-62273-526-6
Availability: In stock
300pp. ¦ $63 £48 €54

How do senior executives, such as CEOs and CFOs, interact, select and appoint professional advisors? Based on a successful PhD project, the research in this book explores the interactions between advisors of large professional service firms and senior executive clients on an evidence-based academic level. The research journey and the author’s reflections are charted step-by-step, providing an example of how to analyse unstructured qualitative data, reach theoretical saturation and capture emerging substantive theories. Moreover, by taking a unique holistic and inductive approach, this study offers a series of practical insights on how to combine and apply Kathy Charmaz’ constructivist grounded theory with an auto-ethnographic stance. Divided into eight chapters, the author uses empirical data and rigorous analysis to uncover two distinct decision-making processes, namely (a) the client’s decision to develop and maintain a relationship with the advisor and (b) to select and appoint the advisor for a particular project or services. Mapping these to one common conceptual framework a second complementary model emerges - a type of decision-making matrix with the foci ’competitiveness, skills and merit’, ‘continuity and embeddedness’, ‘control and manage’ and ‘trust and empathy’ - which offers the reader an alternative perspective of client decision-making. This book will be useful for practitioners and researchers alike who have an interest in understanding either naturalistic decision-making processes, the complexities of relationship development and procurement dynamics, as well as applied qualitative research methods.

Spoilt for Choice: How senior managers select professional advisors

Wienke Seeger

January 2019 / ISBN: 978-1-62273-547-1
Availability: In stock
300pp. [Color] ¦ $95 £71 €81

How do senior executives, such as CEOs and CFOs, interact, select and appoint professional advisors? Based on a successful PhD project, the research in this book explores the interactions between advisors of large professional service firms and senior executive clients on an evidence-based academic level. The research journey and the author’s reflections are charted step-by-step, providing an example of how to analyse unstructured qualitative data, reach theoretical saturation and capture emerging substantive theories. Moreover, by taking a unique holistic and inductive approach, this study offers a series of practical insights on how to combine and apply Kathy Charmaz’ constructivist grounded theory with an auto-ethnographic stance. Divided into eight chapters, the author uses empirical data and rigorous analysis to uncover two distinct decision-making processes, namely (a) the client’s decision to develop and maintain a relationship with the advisor and (b) to select and appoint the advisor for a particular project or services. Mapping these to one common conceptual framework a second complementary model emerges - a type of decision-making matrix with the foci ’competitiveness, skills and merit’, ‘continuity and embeddedness’, ‘control and manage’ and ‘trust and empathy’ - which offers the reader an alternative perspective of client decision-making. This book will be useful for practitioners and researchers alike who have an interest in understanding either naturalistic decision-making processes, the complexities of relationship development and procurement dynamics, as well as applied qualitative research methods.

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