Transgenerational Marketing


Book Description

This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. It argues that most firms look to gain competitive advantage in the marketplace by driving tactical moves, inculcating small cost-effective changes in marketing approaches. Often, strategic choices of companies lean towards developing competitive differentiations that enable consumers to realize the value of money, causing loyalty shifts in the competitive marketplace. The book focuses on the consumer as the pivot of marketing and argues that the consumer serves as a bidirectional channel during pre-and post-purchase period. It explains how consumer affections sentimentally and emotionally help in growing the brands and companies over generations. This book significantly contributes to the existing literature and serves as a learning post and a think tank for students, researchers, and business managers.




Transgenerational Entrepreneurship


Book Description

Introducing a new concept in family businesses Transgenerational Entrepreneurship addresses how these businesses achieve growth and longevity through entrepreneurial activities. It focuses on the resources, capabilities and mindsets that families develop and draw upon in order to be entrepreneurial across generations, and presents findings from an international research collaboration between family business researchers and practitioners. In addition to a comprehensive conceptual chapter, the editors include a unique set of empirical case-based research papers that investigates transgenerational entrepreneurship in different European contexts. They bring together and integrate frontier research on entrepreneurship and family business, as well as provide a basis for future research. Academics, teachers and students in business and management, entrepreneurship and family business will find this path-breaking book of value, as will libraries, policy makers and consultants.




Transgenerational Media Industries


Book Description

Within corporate media industries, adults produce children’s entertainment. Yet children, presumed to exist outside the professional adult world, make their own contributions to it—creating and posting unboxing videos, for example, that provide content for toy marketers. Many adults, meanwhile, avidly consume entertainment products nominally meant for children. Media industries reincorporate this market-disrupting participation into their strategies, even turning to adult consumers to pass fandom to the next generation. Derek Johnson presents an innovative perspective that looks beyond the simple category of “kids’ media” to consider how entertainment industry strategies invite producers and consumers alike to cross boundaries between adulthood and childhood, professional and amateur, new media and old. Revealing the social norms, reproductive ideals, and labor hierarchies on which such transformations depend, he identifies the lines of authority and power around which legacy media institutions like television, comics, and toys imagine their futures in a digital age. Johnson proposes that it is not strategies of media production, but of media reproduction, that are most essential in this context. To understand these critical intersections, he investigates transgenerational industry practice in television co-viewing, recruitment of adult comic readers as youth outreach ambassadors, media professionals’ identification with childhood, the branded management of adult fans of LEGO, and the labor of child YouTube video creators. These dynamic relationships may appear to disrupt generational and industry boundaries alike. However, by considering who media industries empower when generating the future in these reproductive terms and who they leave out, Johnson ultimately demonstrates how their strategies reinforce existing power structures. This book makes vital contributions to media studies in its fresh approach to the intersections of adulthood and childhood, its attention to the relationship between legacy and digital media industries, and its advancement of dialogue between media production and consumption researchers. It will interest scholars in media industry studies and across media studies more broadly, with particular appeal to those concerned about the current and future reach of media industries into our lives.




Transgenerational Design


Book Description

A brilliant, beautiful guide that sensitizes readers to the realities of aging by exploring changes in abilities that occur throughout one's lifetime, and explains how to make intelligent decisions during the design, production, marketing, promotion, and selection of consumer products used by an aging population with a wide range of abilities. Some 140 color photographs present exemplary designs ranging from kitchen utensils to walking shoes to personal hygiene systems. All designs are described in terms of how well they accommodate human limitations. Annotation copyright by Book News, Inc., Portland, OR




Transgenerational Media Industries


Book Description

Within corporate media industries, adults produce children’s entertainment. Yet children, presumed to exist outside the professional adult world, make their own contributions to it—creating and posting unboxing videos, for example, that provide content for toy marketers. Many adults, meanwhile, avidly consume entertainment products nominally meant for children. Media industries reincorporate this market-disrupting participation into their strategies, even turning to adult consumers to pass fandom to the next generation. Derek Johnson presents an innovative perspective that looks beyond the simple category of “kids’ media” to consider how entertainment industry strategies invite producers and consumers alike to cross boundaries between adulthood and childhood, professional and amateur, new media and old. Revealing the social norms, reproductive ideals, and labor hierarchies on which such transformations depend, he identifies the lines of authority and power around which legacy media institutions like television, comics, and toys imagine their futures in a digital age. Johnson proposes that it is not strategies of media production, but of media reproduction, that are most essential in this context. To understand these critical intersections, he investigates transgenerational industry practice in television co-viewing, recruitment of adult comic readers as youth outreach ambassadors, media professionals’ identification with childhood, the branded management of adult fans of LEGO, and the labor of child YouTube video creators. These dynamic relationships may appear to disrupt generational and industry boundaries alike. However, by considering who media industries empower when generating the future in these reproductive terms and who they leave out, Johnson ultimately demonstrates how their strategies reinforce existing power structures. This book makes vital contributions to media studies in its fresh approach to the intersections of adulthood and childhood, its attention to the relationship between legacy and digital media industries, and its advancement of dialogue between media production and consumption researchers. It will interest scholars in media industry studies and across media studies more broadly, with particular appeal to those concerned about the current and future reach of media industries into our lives.




Brands That Rock


Book Description

The unique ability of rock and roll to inspire fanatical support from its customers is undeniable; the loyalty showered upon the Rolling Stones, Elton John, Aerosmith, and others who create it, unmatched; and the lessons for corporate America, endless. In the past, business leaders have looked to the successes of other firms to guide their own strategies for increasing market share and capturing more consumer attention, spending, and loyalty. However, in today’s hyper-competitive marketplace, managers are looking for ways to shake, rattle, and roll corporate America’s traditional marketing and branding mindset. In Brands That Rock, Roger Blackwell and Tina Stephan, co-authors of best-selling Customers Rule! and From Mind To Market, take readers behind the music to uncover how businesses can create brands that become adopted by culture and capture a long-term position in the marketplace. Brands That Rock takes a unique, behind-the-music look at how businesses can increase brand awareness, customer loyalty, and profits by implementing some of the same strategies that legendary bands have used to transform customers into fan and create deep, emotional connections with them. Aerosmith and Madonna offer insight into how to evolve a brand to remain relevant in the marketplace without alienating current fans, while the Rolling Stones and KISS prove that successful execution at all levels of the brand experience are key to capturing long-term loyalty. Stephan and Blackwell also examine how businesses, from Victoria’s Secret and Wal-Mart to Cadillac and Kraft, have implemented ‘rock and roll strategies’ to become adopted by culture and secure fans in their own right. Filled with fun anecdotes and interviews from industry insiders, Brands That Rock will relate to managers who grew up with classic rock, showing them how build iconic brands, and delight fans decade after decade. Roger D. Blackwell (Columbus, OH) is President of Roger Blackwell Associates, a consulting firm that works with Fortune 500 companies in the areas of consumer trends, strategy, e-commerce, and global business. A highly sought-after speaker, he is also Professor of Marketing at the Fisher College of Business at The Ohio State University. Tina Stephan (Columbus, OH and New York, NY) is Vice President of Roger Blackwell Associates. Together, they have collaborated on eight books, including Customers Rule! and From Mind to Market, and numerous articles and research projects.




Exploring Transgenerational Entrepreneurship


Book Description

Transgenerational entrepreneurship, as a discipline, examines the processes, resources and capabilities that allow family enterprises to create social and economic value over time in order to succeed beyond the first generation of business owners. While tangible resources such as financial and physical capital are certainly important factors in the long-term success of a family-run business, this book focuses specifically on the role of intangible resources and capabilities, which are less easily quantifiable but equally vital.




Consumerism: An Ambiguous Surge in the Modern Era Consumerism: An Ambiguous Surge in the Modern Era (UUM Press)


Book Description

It is normal to see people acting irrationally when shopping in today’s consumer-driven culture. Many people fall into the trap of overconsumption, whether it is buying things they do not need or giving in to the temptation of never-ending deals. In addition to putting a burden on individual budgets, this phenomenon has a multiplicative effect on ecological decline and socioeconomic disparity. Reflecting on the repercussions of our choices and striving for more conscious and sustainable consumption habits are vital as we negotiate the intricacies of modern consumerism. Uncover the concealed influences that determine your purchasing behaviour in Consumerism: An Ambiguous Surge in the Modern Era. Author Nor Azila conducts a thought-provoking analysis, examining the psychological factors that drive our buying decisions and revealing the impact of marketing strategies, social influence, and cultural expectations. Nor Azila provides readers with practical advice and enlightening stories, enabling them to regain authority over their expenses and lead a more purposeful life. This is an essential book for anybody looking to negotiate the many complexities of contemporary commercial society with clear understanding and intention.




From Networks to Netflix


Book Description

Now in a second edition, this textbook surveys the channels, platforms, and programming through which television distribution operates, with a diverse selection of contributors providing thorough explorations of global media industries in flux. Even as legacy media industries experience significant disruption in the face of streaming and online delivery, the power of the television channel persists. Far from disappearing, television channels have multiplied and adapted to meet the needs of old and new industry players alike. Television viewers now navigate complex choices among broadcast, cable, and streaming services across a host of different devices. From Networks to Netflix guides students, instructors, and scholars through that complex and transformed channel landscape to reveal how these industry changes unfold and why they matter. This second edition features new players like Disney+, HBO Max, Crunchyroll, Hotstar, and more, increasing attention to TV services across the world. An ideal resource for students and scholars of media criticism, media theory, and media industries, this book continues to offer a concrete, tangible way to grasp the foundations of television—and television studies—even as they continue to be rewritten.




De Gruyter Handbook of Business Families


Book Description

The management field increasingly recognizes that most firms in the world are family firms and that these entities operate differently from the non-family firms on which most of our current management theories are based. The De Gruyter Handbook of Business Families brings together work from leading academics who explore emerging research themes relevant to business families, particularly drawing in new insights from adjacent disciplines that can advance the family business field. The handbook challenges the traditional notion of the "single firm–single family" that has characterized most early research on family business. Recognizing that families may simultaneously own or control multiple businesses as well as substantial wealth beyond these firms in the form of financial and non-financial assets, this handbook focuses on business families rather than the narrower construct of family business. The contributions in this handbook explore the relatively neglected dynamics between individuals with family ties that shape the interaction between family and business; business families with multiple businesses; how business families adopt formal rules and processes around their joint activities; and the institutionalization of wealth and business families in society. The De Gruyter Handbook of Business Families fills a gap in the family business research literature and is an essential reference work for researchers and graduate-level students in the area of business families.




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