Everyday communication and identity work of Chinese students in Australia

 Chinese cultural patterns have heavily influenced Chinese students’ everyday communication and identity work in Australia. The process of their becoming identity is represented in everyday communication. All those changes in their everyday communication trigger their identity work. Their identity work is an intense and ongoing project; its influences are unfinalisable.

Everyday multiculturalism: Catching the bus in Darwin, Australia

Following acts of violence in major cities, the future of multiculturalism as a philosophy and a state-sponsored policy to promote peace and interdependence in white majority societies seem uncertain. Ethnographic research that explores the lived experience of multiculturalism in shared public spaces, however, offers the possibility to explore emotional stress as well as possibilities for change in culturally diverse cities. Within this literature, however, there is little grounded research that explores Indigenous-ethnic minority relationships. This paper foregrounds and describes a seemingly mundane event such as catching a bus that entangles my body with an Aboriginal woman and a migrant woman from Fiji in Darwin, Australia. The paper demonstrates how injury, anger, shame and discomfort unfolds when bodies of colour are sites of stress. I explore the emergence of this bodily stress that has outcomes for the capacity of racially differentiated bodies of colour to respond ethically in encounters with strangers. I argue that thick descriptions of events, conceptualisations of agency as distributed and broader understandings of the social have the potential to contribute to anti-racist agendas in Euro-colonial societies with separate Indigenous and multicultural policy frameworks in ways that do not require bodies to 'accumulate' or 'inhabit' whiteness. © 2014 © 2014 Taylor & Francis.

In the lap of luxury

The allure of expensive luxury goods is the topic of episode one of our new consumer series Talking Shop.

Talking up learning at work : cautionary tales in co‐opting everyday learning

Learning in workplaces is always mediated through talk. It is tempting for management to seek to utilise everyday talk as part of learning and therefore enhance productivity. This paper examines the responses of workers to interventions that aim to formalise informal conversations at work as part of an explicit workplace learning strategy. It draws on interviews with managers and workers in a public sector organisation to examine their experience of these practices. The paper raises questions about whether interventions in the name of fostering informal learning may well be hindering what they seek to promote.

The in‐between: exposing everyday learning at work

Much has been written about how space and time are integral to understanding social relations, in particular about associations between space and understanding learning in workplaces. Drawing from a research study exploring everyday learning at work, this paper looks beyond what is generally understood as work situations by turning to those spaces and times where ‘social’ and ‘work’ overlap, such as breaks in tearooms. These spaces are not so work orientated that they can be described as ‘workspaces’, nor are they entirely social. The nexus between work and the social, of being a worker and a social being, of engaging in legitimate work and socializing are put forward as rich expanses for everyday learning. The paper draws on interviews and observational data from four work sites within one organization. It undertakes an exploration of the intersection of space, time and informal learning with regard to the social/work spaces located at work. It argues that a key location for everyday learning at work is at the points of intersection between work and social spaces and that it is necessary to abandon simplistic dichotomies between work, social and learning space.

Australian consumers' decision-making styles for everyday products

Investigated are the decision-making styles of Australian consumers for everyday products. Specifically, the applicability of Sproles and Kendall's Consumer Styles Inventory (CSI) is examined in relation to the purchase of everyday products. Based on a sample of 214 respondents who had recently purchased a confectionery product, exploratory and confirmatory factor analysis is used to validate the CSI. Six decision-making styles are retained from the original CSI ('perfectionist, high quality', 'confused by over-choice', 'impulsive', 'habitual/brand loyal', 'novelty/fashion', and 'recreation conscious') and one new decision-making style is developed ('rational, price conscious'). Marketing and managerial implications are discussed.

Religiosity, citizenship and belonging: the everyday experiences of young Australian Muslims

 Since 11 September 2001 Muslim Diasporas have emerged as objects of anxiety in Western societies. Underlying this (in)security-driven problematisation is the question of whether Muslims living in the West have the capacity to become fully active citizens while maintaining their religious beliefs, rituals and practices. This apprehension has prompted reactionary government programmes, particularly targeting young Muslims. Such responses fail to recognise the societal capacities that practising Muslims possess, including those informed by the ethical precepts of Islamic faith. This paper argues that it is timely to explore expressions of Islamic religiosity as they are grounded in everyday multicultural environments. The paper draws on survey data and interviews conducted with Muslims living in Melbourne, Australia. We take into consideration key variables of age and generation to highlight how young, practising Muslims enact citizenship through Islamic rituals and faith-based practices and traditions. The paper will draw from key findings to argue that these performances provide a foundation for exploring ways of ‘living’ together in a manner that privileges ethics central to Islamic faith traditions.

Luxury brands and online consumer-generated content: dealing with the new lead of customers in brand perception

User-generated content – conteúdo gerado por usuários – cresceu consideravelmente na Internet nos cinco últimos anos, levando a grandes mudanças nas práticas de marketing. A força do e-word-of mouth, está aumentando e tem uma influência muito forte na percepção da marca pelos consumidores (Allsop, Basset & Hoskins, 2007). Todos os novos instrumentos fornecidos pela Internet permitiram a criação de comunidades de marca online, impactando o compromisso e a lealdade dos consumidores para com a marca (De Valk, Van Bruggen, Wierenga 2009). Todas essas interações criadas entre os consumidores e a marca são relativamente novas e incomuns para as empresas que devem adaptar suas práticas de marketing a essas mudanças. Dadas as especificidades que aplicam as marcas de luxo nas suas políticas de marketing (Kapferer and Bastien, 2009), a questão da adaptação das suas estratégias ao fenômeno de user-generated content é particularmente complicada. As marcas de luxo costumam ter habitualmente uma relação muito reservada com os seus consumidores, baseada em princípios de exclusividade e raridade (Kapferer, 1997). Esta dissertação busca proporcionar algumas pistas de entendimento sobre como as marcas de cosméticos de luxo podem adaptar suas estratégias de marketing em relação à expansão do conteúdo gerado por usuários na Internet. Esta pesquisa qualitativa sugere meios de controlar o conteúdo gerado por usuários, como o incentivar positivamente com certas práticas de marketing e como tirar proveito dele. A seguinte análise mostra que o conteúdo gerado por usuários tem duas facetas: pode atuar como um mídia digital para as empresas de luxo e como uma fonte de informação, inspiração e criação para o desenho dos novos produtos. Sendo um meio de comunicação, as empresas de cosméticos de luxo podem contar com a nova potência do “e-word-of-mouth” a fim de promover sua imagem de marca e seus produtos através do conteúdo gerado por usuários. Sendo uma fonte de inspiração, o conteúdo gerado por usuários pode conduzir a ótimos processos de co-criação e cooperação entre as marcas de cosméticos de luxo e seus consumidores com o objetivo de projetar produtos perfeitamente ajustados ao pedido dos consumidores.

The online distribution strategy of luxury products and their vertical extensions

Uma importante tendência do mercado de luxo é a extensão de marca em um novo segmento de mercado por meio da chamada extensão vertical, que pode ser para cima ou para baixo. Em outras palavras, significa que a organização passa a atuar em um novo segmento dentro de uma mesma categoria de produtos, mas com diferente público-alvo que sua marca original. Nesse processo, a empresa inicia atividade em um novo segmento com diferente nível de luxo. A distribuição é um aspecto fundamental do composto de Marketing e a importância da internet como canal de distribuição dessa indústria tem aumentado expressivamente nos últimos anos. Dessa forma, faz-se necessário compreender como as marcas de luxo gerenciam suas estratégias de distribuição online quando desenvolvem processos de extensão de marca e penetração em novos segmentos. Com o objetivo de analisar a estratégia de distribuição da indústria de luxo, um estudo exploratório foi desenvolvido focando bens de luxo pessoal (em categorias como costura, relógios & jóias, couro e sapatos). Uma amostra significativa constituída de marcas originais e suas extensões foi analisada para constituir um modelo comparativo entre duas variáveis: o nível de diferenciação entre os canais de distribuição da marca original e suas extensões; e a distância entre as próprias marcas no que concerne ao seus posicionamentos. Esse estudo contribui para o entendimento da dinâmica de distribuição do mercado e colabora com a compreensão do comportamento das empresas que atuam nele, dependendo do tipo de extensões que elas desenvolvem e da forma como elas são conduzidas.

Iguatemi: creating opportunities for international luxury brands in Brazil

The Brazilian luxury goods market has been registering substantial growth with many international brands establishing presence in the country. When entering the market, the perfect location seems for most of them to be found in Iguatemi Group’s Shopping Malls. This research focuses the topic of Luxury Market and Retail, in the form of a case study on Iguatemi Group, which tries to understand How is Iguatemi Group creating opportunities for International Luxury Brands in Brazil? To understand the context of the case, the text explores the Brazilian market evolution, its attraction factors and challenges, the location choice methodology used by international luxury brands, and finally, how is the Iguatemi Group creating opportunities for these brands in Brazil. For doing so, a multiple-methods approach was followed so to achieve a non-biased result. In-depth interviews were conducted with Iguatemi’s managers, international luxury brands’ managers and experts in luxury market and retail; non-participant observation was held, and documentation was examined. The research found that the entry of International Luxury Brands in Brazil started about 20 years ago, mainly explained by the positive structural economic reforms Brazil experienced in this period. 60% of the studied brands chose São Paulo’s Iguatemi malls as first location, in particular Iguatemi São Paulo and JK Iguatemi. The preference over these locations relies mainly on the reputation of the Iguatemi brand and on its positioning in the market which seems to be aligned to that of these brands. From its side, Iguatemi has started actively gathering international luxury brands into the market since 15 years ago, and has intensified its action by creating iRetail, an internal company to the group representing some international luxury brands in Brazil, which have, thus, exclusive locations in its malls. The role of Iguatemi, hence, goes beyond that of a real estate company, by approaching the market with a 360° strategy. These findings contribute for academic purposes, in the extent to which they propose a so far rather unexplored topic, and for managerial purposes by describing a best practice in the shopping center sector. However, the study does not mean to be generalized. Consumers’ perspectives on Iguatemi Group were not addressed; rather, the research took a business to business approach.

Neww challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva.

Luxury has evolved over the centuries; new challenges have created questions of appropriate strategies for brands. Experience and authenticity became important aspects in the field: consumers are enjoying more material comfort and there is a trend of a cultural shift for personal fulfillment and aspiration through experience. The biggest challenge for today's luxury marketers is to not only talk to the target, but to understand how the target is shifting, while not alienating consumers and damaging the brand´s image. Considering managers and consumers perspectives separately, it would be possible to conclude that their perceptions are congruent, as many studies have presented. However, if perspectives are put together and compared, different realities could emerge. This exploratory research is based on a case study that describes both perspectives of their perception on luxury experience, consumer behavior and consumption motivations, and luxury retailing. It was developed interviews with the brand owner and 10 brand´s consumers, and also indirect observations in the brands distribution formats. In the brand perspective, the case study has shown that luxury experience involves the construction of brand experience strategy based on products, multiple retail channels, consumer engagement, personal activity, exploration of five senses and other forms. In the consumer´s perspective, results revealed that brand consumers interviwed have different luxury experience perceptions and expectations; however, what is common is that service and quality must be maintained and they reflected the overall experience. Additionally, luxury retailing influences directly the consumer´s perception that must integrate multiple channels to fulfill personal demands. The research makes contributions for both actors - brand and consumer, in the sense that translates theoretical concepts of the experience itself and tries to clarify aspects that are still unknown and explored through the exploration of ways to detect the alignment between brand and consumer expectations of the experience.