Konsulenternes erfaringer med udbyttebegrænsende faktorer på de økologiske bedrifter

Resultat af spørgeskemaundersøgelse blandt de økologiske planteavlskonsulenter. Konsulenterne kommer med deres bedste bud på de udbyttebegrænsende faktorer i deres lokalområde

Non-western contexts: the invisible half

Like many other disciplines within the broad area of social sciences (e.g., anthropology, gender studies, psychology, sociology, etc.), consumer research is also highly navigated by scholars from Western countries. This, however, does not mean, by any means, that consumer research is devoted to studying Western contexts only. As evident from the ever-increasing number of regional conferences (e.g., Asia-Pacific and Latin American conferences of the Association for Consumer Research) and non-Western students' enrolment in doctoral programs at Western universities, there are many more researchers (from non-Western countries) who are entering the field and enriching it by their colourful contributions. Yet, given the low number of publications on consumer research in non-Western contexts, it seems that our current knowledge in these societies has a long way to go to flourish. More specifically, and in the domain of consumption culture research, this gap is even further widened by the fact that the culture of consumption in such contexts is largely interpreted with reference to the 'grand narratives' of Western scholars (e.g., Foucault, Mafessoli, Bourdieu, Deleuze, Baudrillard, Nietzsche, Durkheim, Derrida, etc.). Therefore, from an ontological perspective, it seems that our existing knowledge about non-Western societies lies heavily on the 'theoretical structures' that are 'constructed' by Western philosophy as a set of ideas, beliefs, and practices (Said, 1978). As Belk (1995) reminds us, consumption culture always existed in all human societies. What makes contemporary societies different from that of our predecessors' is not the fact that consumption culture did not exist in those societies, but that consumption culture has become a prevailing feature in modern society (Slater, 1997; Lury, 1996; Fırat and Venkatesh, 1995; McCracken, 1988). Therefore, the nature and dynamics of consumption culture in each society should be studied not only against the sociocultural, historical, and economic background of a given context (Western or non-Western) but also with reference to the philosophical and epistemological viewpoints that analyse and interpret cultural practices of that society from within that culture. Addressing such issues, this paper discusses some of the key reasons for lack of theory development in the field from non-western contexts. The paper invites scholars in non-Western contexts to introduce the less articulated, and sometime hidden, body of knowledge from their own contexts into the field of marketing in general and consumer research in particular

The branded and gendered Brazilian body: Material and symbolic constructions in an overlooked context

Since its first conference in 2006, CCT has been growing in size and reach. Some have noted that CCT has become much more European in the recent years, with North American and European countries taking turns to host the event

Nitrogen transfer from forage legumes to nine neighbouring plants in a multi-species grassland

Legumes play a crucial role in nitrogen supply to grass-legume mixtures for ruminant fodder. To quantify N transfer from legumes to neighbouring plants in multi-species grasslands we established a grass-legume-herb mixture on a loamy-sandy site in Denmark. White clover (Trifolium repens L.), red clover (Trifolium pratense L.) and lucerne (Medicago sativa L.) were leaf-labelled with 15N enriched urea during one growing season. N transfer to grasses (Lolium perenne L. and xfestulolium), white clover, red clover, lucerne, birdsfoot trefoil (Lotus corniculatus L.), chicory (Cichorium intybus L.), plantain (Plantago lanceolata L.), salad burnet (Sanguisorba minor L.)and caraway (Carum carvi L.) was assessed. Neighbouring plants contained greater amounts of N derived from white clover (4.8 gm-2) compared with red clover (2.2 gm-2) and lucerne (1.1 gm-2). Grasses having fibrous roots received greater amounts of N from legumes than dicotyledonous plants which generally have taproots. Slurry application mainly increased N transfer from legumes to grasses. During the growing season the three legumes transferred approximately 40 kg N ha-1 to neighbouring plants. Below-ground N transfer from legumes to neighbouring plants differed among nitrogen donors and nitrogen receivers and may depend on root characteristics and regrowth strategies of plant species in the multi-species grassland

The role of place branding and image in the development of sectoral clusters: the case of Dubai

This paper contextualizes how place branding and image influence the development of Dubai’s key sectoral clusters, including the key determinants of growth and success under the impression of Porter’s cluster theory. The approach is exploratory and of a qualitative inductive nature. Data was collected through conducting 21 semi-structured interviews with Dubai’s marketing/communication managers and stakeholders. Findings suggest that Dubai’s traditional clusters, namely, trading, tourism and logistics that have strong place branding and image show strong signs of success owing to Dubai’s geographical location (i.e., physical conditions). Among the new clusters, the financial sector is also benefitting from place branding. The results suggest that the success of traditional clusters have a positive spill over effect on the new clusters, in particular on construction and real estate. For policy makers it is worth to note that the recent success of the financial services cluster in Dubai will have positive impact on both, the traditional as well new clusters. The marketing and brand communication managers must consider the correlation and interplay of strength of activities amongst trading, tourism and logistics clusters and its implication while undertaking place branding for clients in their sector

The semiology of changing brand image

This article considers the attempted change to the image of an established brand by studying the semiotics within the brand’s historical advertising campaigns. The use of semiotics to study the interpretation of messages is discussed, and the link between interpretation of messages and advertising effectiveness in changing brand image is explored. The authors deconstruct advertisements of a brand to provide a model containing opposing dialectics that may aid managers by highlighting alternative symbolic messages contained in advertisements. Oncwe identified, these alternative symbolic messages may be used to help change brand image and influence advertising effectiveness. Although the study focuses upon a major brand of beer, this is an industry in which there are numerous small firms, and many of those have constrained marketing budgets, and thus need to make sure that their advertising is effective. Equally, entrepreneurial marketing is not to found only in the small firm, and the case study discusses a radical and imaginative brand repositioning of a well established product

Cheese trademarks: Italian dairy firms’ practices during the 20th century

Trademarks have recently become a very useful sources for business historians. This longitudinal analysis of the twentieth-century trademarking activities of the most important Italian dairy firms of the era, namely Galbani, Invernizzi and Locatelli, demonstrates that trademarks were used both as a protective weapon against competitors and as an innovation carrier to open up new markets. This article also argues that trademark registrations had another dual purpose – not only were they used as buffers against negative shocks but they were also used to support periods of economic growth. A fundamental finding of this work is that trademarks, across various types of registrations, were closely connected to the features on which the companies based their sales strategies