Appropriating Bimby on the Internet: Perspectives on technology mediated meals by a virtual brand community

It was Christmas day when an intriguing news piece about a kitchen technology was published in the Wall Street Journal in 2013 (Kowsmann, 2013). Immediately after, the piece went viral in the Portuguese (social) media (TV, blogs, press). It reported an odd 'obsession' of Portuguese consumers with a pricey German-made kitchen appliance - the Bimby (Figure 7.1) - during a difficult period of 'painful budget slashing in return for an international bailout'. The news piece served to unveil the irony: how come ''Western Europe's poorest country' could afford such an expensive technology 'that outsells high-end iPads [...] and is more popular on Facebook than the country's best-known rock band?' The journalistic piece advanced explanations for this technology craze: 'But the Portuguese love gadgets and seem determined, despite hard times, to maintain their tradition of regularly getting together for dinner. In this explanatory attempt, Bimby is portrayed as an intermediary that opens up the possibility for thinking about meal practices in a particular way, in this case, linking nation and meals through ideas around commensality.

Growing global brands in foreign markets: A brand equity perspective. Impact of national culture on trademark registrations in emerging economy: Evidence from Russia. ACES Working Papers, August 2010

In this study we explore how firms deploy intellectual property assets (trademarks) in international context and the impact of cultural characteristics on such activities. Trademarks capture important elements of firm's brand-building efforts. Using growth model, a special case of hierarchical linear model, we demonstrate that that stock of trademarks in foreign market increase future trademark activity. Also, we explore the moderating roles of two cultural dimensions, individualism and masculinity, on such relationships. The findings indicated that firms from countries closer to host market (Russia) on individualism dimension tend to register more trademarks in host market. The opposite result is observed for masculinity dimension.