Whole grains and health:attitudes to whole grains against a prevailing background of increased marketing and promotion

To explore current awareness and perceptions of whole grain foods and perceived barriers and facilitators of whole grain consumption.

Digital loyalty card 'Big Data' and small business marketing: Formal versus informal or complementary?

This article proposes that a complementary relationship exists between the formalised nature of digital loyalty card data, and the informal nature of small business market orientation. A longitudinal, case-based research approach analysed this relationship in small firms given access to Tesco Clubcard data. The findings reveal a new-found structure and precision in small firm marketing planning from data exposure; this complemented rather than conflicted with an intuitive feel for markets. In addition, small firm owners were encouraged to include employees in marketing planning.

Cable Crossings: The Aran Jumper as Myth and Merchandise

This article considers the Aran jumper as a cultural artefact from an anthropological perspective. As an internationally recognized symbol of Irishness that comes with its own myth of origin, the Aran jumper carries emotionally charged ideas about kinship and nativeness. Whether read as an ID document, family tree, representation of the landscape or reference to Christian or pre-Christian spirituality, the Aran jumper’s stitch patterns seem to invite interpretation. Emerging at a particular period in the relationship between Ireland and America, this garment and the story that accompanies it have been shaped by migration and tourism, but may be understood very differently on either side of the Atlantic. The resilience of the myth of a fisherman lost at sea, whose corpse is identifiable only by designs his relatives have stitched into his clothing, is explained in light of its resonance with diasporic narratives and transnational longings.

Bricks vs. clicks: Which is better for marketing remanufactured products?

The economical and environmental benefits are the central issues for remanufacturing. Whereas extant remanufacturing research focuses primarily on such issues in remanufacturing technologies, production planning, inventory control and competitive strategies, we provide an alternative yet somewhat complementary approach to consider both issues related to different channels structures for marketing remanufactured products. Specifically, based on observations from current practice, we consider a manufacturer sells new units through an independent retailer but with two options for marketing remanufactured products: (1) marketing through its own e-channel (Model M) or (2) subcontracting the marketing activity to a third party (Model 3P). A central result we obtain is that although Model M is always greener than Model 3P, firms have less incentive to adopt it because both the manufacturer and retailer may be worse off when the manufacturer sells remanufactured products through its own e-channel rather than subcontracting to a third party. Extending both models to cases in which the manufacturer interacts with multiple retailers further reveals that the more retailers in the market, the greener Model M relative to Model 3P.

The Aran jumper: Crafting a Transatlantic Heritage

The garment we now recognise as the Aran jumper emerged as an international symbol of Ireland from the twin twentieth century transatlantic flows of migration and tourism. Its power as a heritage object derives from: 1) the myth commonly associated with the object, in which the corpse of a drowned fisherman is identified and claimed by his family due to the stitch patterns of his jumper (Pádraig Ó Síochain 1962; Annette Lynch and Mitchell Strauss 2014); 2) the meanings attached to those stitch patterns, which have been read, for example, as genealogical records, representations of the natural landscape and references to Christian and pre-Christian ‘Celtic’ religion (Heinz Kiewe 1967; Catherine Nash 1996); and 3) booming popular interest in textile heritage on both sides of the Atlantic, fed by the reframing of domestic crafts such as knitting as privileged leisure pursuits (Rachel Maines 2009; Jo Turney 2009). The myth of the drowned fisherman plays into transatlantic migration narratives of loss and reclamation, promising a shared heritage that needs only to be decoded. The idea of the garment’s surface acting as text (or map) situates it within a preliterate idyll of romantic primitivism, while obscuring the circumstances of its manufacture. The contemporary resurgence in home textile production as recreation, mediated through transnational online networks, creates new markets for heritage textile products while attracting critical attention to the processes through which such objects, and mythologies, are produced. The Aran jumper’s associations with kinship, domesticity and national character make it a powerful tool in the promotion of ancestral (or genealogical) tourism, through marketing efforts such as The Gathering 2013. Nash’s (2010; 2014) work demonstrates the potential for such touristic encounters to disrupt and enrich public conceptions of heritage, belonging and relatedness. While the Aran jumper has been used to commodify a simplistic sense of mutuality between Ireland and north America, it carries complex transatlantic messages in both directions.

Exotic Endurance: Tourism, Fitness and the Marathon des Sables

This paper critically examines the intersections of global tourism and fitness in the Marathon des Sables, an annual ultramarathon in the Sahara desert in which over a thousand athletes run the equivalent of five marathons in six days. It demonstrates how the globalization of health and fitness resonates with familiar Western productions of exotic cultures for the purposes of tourist consumption. Of particular interest here is how established colonial asymmetries are recast in a neoliberal context as runners test their resilience, endurance and strength against an ‘extreme’ Saharan landscape. While the paper calls attention to these asymmetries, it is more concerned with troubling reductive colonial encounters in order to reveal their instability, heterogeneity and ambivalence. Indeed, the central conceit of the Marathon des Sables – that superior Western fitness regimes and technologies will dominate the race – is inverted by the overwhelming success of Moroccan runners and disaggregated by the biopolitical regulation of elite running bodies. These unexpected intersections of global tourism and fitness demand further attention because they reconfigure our received notions of who (and what) is capable of exerting agency in postcolonial encounters.

Off-Duty Resilience: Re-orienting Tourism, Leisure and Recreation in the US Army BOSS program

Understanding how US imperial strategy is sustained by tourism and militarism requires an account of how American soldiers learn to understand themselves in relation to a variety of marginalized others. This paper explores how the US Army’s ‘Ready and Resilient’ (R2) campaign constructs soldier / other relations by mobilizing off-duty time through the ‘Better Opportunities for Single Soldiers’ (BOSS) program. BOSS’s first two platforms of ‘Well-Being’ and ‘Community Service’ feed into the R2 agenda by producing highly-skilled leaders (who govern a disengaged rank and file) and benevolent humanitarians (who provide charity for abject civilians). When these dispositions are transposed into BOSS’s third platform of ‘Recreation and Leisure’, soldiers turn away from the goals of leadership and humanitarianism to reveal the privileged narcissism underscoring the R2 agenda. This self-focus is intensified by familiar power relations in the tourism industry as soldiers pursue self-improvement by commodifying, distancing and effacing local tourist workers. Using the BOSS program as a case study, this paper critically interrogates how the US Army is assimilating off-duty practices of tourism, leisure and recreation into the wider program of resilience training.

Holidays in the Danger Zone: Entanglements of War and Tourism

A timely, and uniquely historical, look at how war turns soldiers, and all of us, into tourists. Holidays in the Danger Zone exposes the mundane and everyday entanglements between two seemingly opposed worlds—warfare and tourism. Debbie Lisle shows how a tourist sensibility shapes the behavior of soldiers in warespecially the experiences of Western military forces in “exotic” settings. This includes not only R&R but also how battlefields themselves become landscapes of leisure and tourism. It further explores how a military sensibility shapes the development of tourism in the postwar context, from “Dark Tourism” (engaging with displays of conflict and atrocity) to exhibitions of conflict in museums and at memorial sites, as well as in advertising, film, journals, guidebooks, blogs, and photography. Focused on how war and tourism reinforce prevailing modes of domination, Holidays in the Danger Zone critically examines the long historical arc of the war-tourism nexus from nineteenth-century imperialism to World War I and World War II, from the Cold War to globalization and the War on Terror.

Atractividade dos territórios rurais - contributos de uma orientação estratégica de marketing

Na sua maioria, os estudos tradicionais diferenciam os territórios considerando exclusivamente as suas características endógenas, sem proceder à análise das expectativas dos seus públicos e, muitas das vezes, sem levar em conta possíveis interacções com outros territórios, confrontando-se as suas forças com um processo de mera oferta dos recursos territoriais. Defende-se, nesta comunicação, a necessidade de criar uma visão integrada que permita o incremento da atractividade das ofertas territoriais, maximize a satisfação dos públicos-alvo e contribua para a construção e consolidação do posicionamento desejado,numa óptica de marketing territorial.Não obstante, o desenvolvimento local só será efectivo com a participação de todos os agentes de forma a criar e a viabilizar um produto aumentado, que sistematize e integre as potencialidades e debilidades diagnosticadas, que torne exequível a definição de um posicionamento, e que maximize as expectativas dos utilizadores e dinamizadores do território rural.

Avelãs de Cima: alimentar uma pratica de marketing territorial, vencer uma crise local

No nosso País são numerosos os territórios rurais que se têm esvaziado de pessoas e de eventos… Com este processo, desaparecem estruturas, relações e vivências que acabam por resultar num conjunto de perdas, algumas irreparáveis, outras que intensificam múltiplas ruturas, muito difíceis de voltarem a coexistir, não só do ponto de vista dos recursos humanos, mas também do reconhecimento e valorização desses territórios. Ora, esta noção de perda tem sido vivida, sentida e partilhada pelos residentes mas, igualmente, por todos os outros utilizadores do território. No entanto, é possível ultrapassar este problema em alguns desses territórios, pois a persistência de recursos naturais ou outros, são de tanta relevância, tão assimilados e incorporados no sistema, que os seus não esquecimentos, as suas integrações nas atividades e as suas múltiplas utilizações podem ajudar a criar uma primeira base de manutenção e valorização global, reduzindo fragilidades e permitindo a concentração de várias funções, sem colidirem com o perfil de desenvolvimento desejado. A freguesia de Avelãs de Cima, no concelho de Anadia é um exemplo do descrito: um território rural, onde as funções económicas têm estado essencialmente assentes em práticas agrícolas e florestais. Como detém características exclusivas e espaços muito próprios, suficientemente distintivos por comparação com a oferta global dos territórios adjacentes, reconhecidos pela sua qualidade e diferenciação pelos utilizadores, apresenta-se um estudo de caso, com a aplicação de conceitos e ideias suportados em práticas empreendedoras e de marketing territorial, aproveitando as novas procuras da representação do rural, valorizando outras funções dos espaços rurais que não exclusivamente a agrícola, num quadro de preservação da identidade dos aglomerados rurais e de respeito e reforço do sentido de pertença, e que passa também pela formulação de atividades que satisfaçam conjuntamente residentes, visitantes e investidores.

Contributo da procura de amenidades rurais numa óptica de marketing territorial - Estudo de caso na Albufeira da Barragem do Castelo de Bode

Nesta comunicação apresentam-se os resultados do trabalho de campo realizado nas localidades de Dornes, Castanheira e Ilha do Lombo, situadas na margem da Albufeira da Barragem do Castelo de Bode. Pretendendo-se avaliar a possibilidade de analisar as novas procuras do rural, numa óptica do marketing territorial, a investigação realizada focou-se particularmente na necessidade de conhecer o perfil dos utilizadores do território escrutinando atitudes e percepções face ao consumo das amenidades rurais nele inventariadas. A partir da informação obtida pela aplicação de um inquérito aos utilizadores do território, discutem-se as diferenças evidenciadas que indiciaram uma associação entre grupos de amenidades rurais usufruídas com clusters de utilizadores dos territórios rurais. O principal desafio será o de proceder à integração dos diferentes elementos territoriais, reconhecendo eventuais vectores de valorização dos territórios rurais contribuindo, para que numa óptica de marketing territorial, se definam estratégias de intervenção da oferta territorial em favor do bem estar dos públicos-alvo seleccionados e do incremento da atractividade dos territórios rurais.