Language as a branding tool

Branding normally concerns products or corporations. Coca-Cola is a strong product brand. Applecombines a strong product brand with a unique corporate brand. In the modern businessenvironment, however, the concept of branding now encompasses the branding of managementphilosophies and management activities as reflected in the branding of the popular managementphilosophy of Lean. Language, metaphors and special lexical choices play an important factor in thebranding of Lean management as unique and innovative

Translation and Communication. The Influence of Culture and Context in Danish and British Sales Brochures

Using a framework of culture and context, the present case study compares the English language version of a standardized sales brochure, produced in Denmark, to a culturally adapted brochure made especially for the British market. First, the analysis demon-strates the influence of cultural contexts on the concept of appropriate product settings. Second, the analysis illustrates how differences in coding and decoding processes influ-ence the stylistics of product descriptions and the choice of selling points in Denmark and in Britain

Translation and Communication. The Influence of Culture and Context in Danish and British Sales Brochures

Using a framework of culture and context, the present case study compares the English language version of a standardized sales brochure, produced in Denmark, to a culturally adapted brochure made especially for the British market. First, the analysis demon-strates the influence of cultural contexts on the concept of appropriate product settings. Second, the analysis illustrates how differences in coding and decoding processes influ-ence the stylistics of product descriptions and the choice of selling points in Denmark and in Britain

Fagkultur og organisation som jokere - efteruddannelse af blandede målgrupper

Første gang publiceret i UNEV nr. 8: Tilrettelæggelse af efter- og videreuddannelse på universitetet, nov. 2006, red. Sanne Almeborg og Tom Nyvang.ISSN 1603-5518. Efteruddannelse af grupper fra offentlige organisationer eller private virksomheder stiller andre krav til både formidlingsform og underviserrolle end den traditionelle universitetsundervisning, fordi deltagerne kan have meget forskellig uddannelsesbaggrund, og udfylde vidt forskellige funktioner på forskellige niveauer i deres organisation. Artiklen undersøger behovet for differentiering og individuel tilpasning, og ser på hvilket forhåndskendskab til organisation, arbejdsområder og uddannelsesbaggrund, der kan gøre det muligt for underviseren at tilpasse undervisningen så den matcher et givet holds profil. Der argumenteres for at kursisternes baggrund, fagkultur og konkrete, organisatoriske ramme skal have en mere synlig plads i diskussionen af bl.a. begrebet undervisningskvalitet

Fagkultur og organisation som jokere - efteruddannelse af blandede målgrupper

Første gang publiceret i UNEV nr. 8: Tilrettelæggelse af efter- og videreuddannelse på universitetet, nov. 2006, red. Sanne Almeborg og Tom Nyvang.ISSN 1603-5518. Efteruddannelse af grupper fra offentlige organisationer eller private virksomheder stiller andre krav til både formidlingsform og underviserrolle end den traditionelle universitetsundervisning, fordi deltagerne kan have meget forskellig uddannelsesbaggrund, og udfylde vidt forskellige funktioner på forskellige niveauer i deres organisation. Artiklen undersøger behovet for differentiering og individuel tilpasning, og ser på hvilket forhåndskendskab til organisation, arbejdsområder og uddannelsesbaggrund, der kan gøre det muligt for underviseren at tilpasse undervisningen så den matcher et givet holds profil. Der argumenteres for at kursisternes baggrund, fagkultur og konkrete, organisatoriske ramme skal have en mere synlig plads i diskussionen af bl.a. begrebet undervisningskvalitet

What Makes Dependency on Homecare Bearable? A Phenomenological Study

Becoming dependent on homecare in old age is a radical life change that requires complex adaption. The purpose of this study was to explore the existential dimension of being dependent on homecare with a particular focus on what makes dependency bearable. In total, 15 older people living in Denmark or Norway were interviewed using a phenomenological approach. The material was analyzed employing Max van Manen’s meaning-giving approach coined “Phenomenology of practice.” During the analysis, four themes emerged: pure acceptance of an inevitable situation, acting independently as much as possible, negotiating to receive good care, and gratitude toward caring caregivers. The results point to a need for respectful and individualized homecare leveling out the subordinate position in which dependency on homecare tends to place older people

Why Phenomenology Came Into Nursing:The Legitimacy and Usefulness of Phenomenology in Theory Building in the Discipline of Nursing

Phenomenology was introduced to the field of nursing in late ‘70s in the US and Scandinavia. Since then, phenomenology has developed as a commonly used approach within nursing research. However, during the past two to three decades, phenomenological nursing research has come under attack from scholars outside the field of nursing who question the credibility and usefulness of phenomenological nursing research. The aim of this discussion paper is twofold: 1) to illuminate why phenomenology was introduced by nurse scholars to develop theory and as a framework for empirical research in the US and Scandinavia; and 2) to discuss the legitimacy of applying a phenomenological approach in nursing research and practice today. The rationale behind advocating the integration of a phenomenological approach into nursing practice was to defend, apprehend and articulate the essence of caregiving in theory building within nursing. We claim these arguments are maybe even more important today. Using three examples of empirical phenomenological studies, we illustrate how these studies provide theoretically informed insights into existential aspects of care that guide caring practice and accordingly humanise practice. We argue that phenomenology provides the nursing profession with a humanly sensitive approach that challenges the current tendency within healthcare to emphasise an evidence-based, standardised approach to patient care that inclines to neglect each patient’s uniqueness. Nursing profession may lose its very raison d'être, i.e. to deliver humanly sensitive care, if nursing research ceases to address existential aspects of being a human. Thus, it is evident that phenomenological nursing studies have legitimacy and are important for developing theoretically informed insights that promote the discipline of nursing. Consequently, the value of phenomenological nursing research should be assessed based on the findings it provides that promote such knowledge. Hence, credibility and usefulness of phenomenological nursing research must be determined by the discipline itself.</p

Who cares? -The unrecognised contribution of homecare nurses to care trajectories

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Walking a tightrope - as a next-of-kin to an adolescent or young adult with cancer facing eating difficulties

Purpose: Eating difficulties cause reduced food intake and poor quality of life among adolescents and young adults (AYAs) with cancer. Therefore, next-of-kin eating support is crucial. The purpose of this study was to explore the lived experiences of being close to AYAs with cancer in the context of eating when they are at home between high-emetogenic chemotherapy (HEC) sessions. Method: In-depth interviews were conducted with 12 next-of-kin to AYAs (15–29 years old) with oncological or haematological diseases, treated with HEC. Van Manen’s hermeneuticphenomenological approach guided the design. Results: The essential meaning of the next-of-kin experiences is reflected in the overarching theme “Utilizing meals as an action-opportunity” consisting of two subthemes: ’Being on constant alert’ and “Walking a tightrope to maintain usual everyday life.” Conclusions: Findings revealed that utilizing meals as an action-opportunity towards AYAs’ food intake involved existential feelings including fear of losing their loved ones. Next-of-kin experienced that providing support through and with food was their only avenue of action. However, this sparked feelings of frustration and powerlessness.publishedVersio