Mapping cultural change and engineering consent – through social networks and identifying key stakeholders

Purpose To provide insight into how Public Relations can be used in an innovative manner, when looking to harmonise social, resource-based and financial equity - through strengthening stakeholder relations and capitalising on dynamic extended networks. Following this, the suggestion is that the root of its successful execution lies in mapping cultural change and then embarking on a process of engineering consent. Areas of discussion are offered, in the interests of stimulating new thinking and further knowledge - surrounding public relations, also within a Muslim context. More specifically, Iranian culture and the differences between Arab and Persian-centric approaches, towards an adherence to Islamic ethea are considered. Design/methodology/approach Interpretive phenomenological analysis and syllogisms, as a basis for conceptual metaphor theory, inductive reasoning and critical discourse analysis. Evidence supported by discussions and participant observation methods. Findings Consumers are becoming more significant in shaping the PR agenda. Furthermore, the evolutionary growth and mutations spawned by Web 2.0 draw non-brand users, social networks and anti-branding movements towards engagement and the possession of greater social capital. When gifting stakeholders with a larger share of voice, consumption definitions become judged less by tangible transactions; and more by figurative, intangible and co-dependent communication drivers. In addition, with the increase in interactivity afforded by media channels, two-way communication, and the inclusion of more parties; a normalisation and leveling of information also occurs. Originality/value The paper attempts to respond conceptually to phenomena with point towards an increase in the significance of technology, fused with social networks and cultural hybridisation. Finally, there currently exists little academic material examining public relations, with consideration of varying Muslim perspectives, cultures and schools of thought. Furthermore, analyses which are reflective of examining the nuances between different Muslim nations remains scarce. To this end the following paper attempts to highlight and address some of these issues

Getting the best out of your students through cultural appreciation: multiculturalism in a 'British' university business classroom setting

The following is a conceptual paper, reflecting on the author’s own experiences whilst lecturing in marketing at London universities and, as a marketing professional. In addition, it provides current, supporting academic literature with the aim of stimulating further thinking and discussion. Finally, the paper offers suggestions for future activities that could be implemented in order to further address some of the issues raised

Global business discourse – reflections from a cultural nomad / Jonathan A.J. Wilson.

The purpose of this paper is to document and disseminate the full experiences of the author following a series of events hosted by UiTM MARA, Shah Alam, Selangor; and attending World Halal Week, Kuala Lumpur, in Malaysia; during the first week of April 2013. The paper shares the content and key findings presented at these events, which took the form of a workshop, guest lecture, keynote, and panel session; and is supported by further reflective narratives, analogies and allegories. The underpinning methodological approach has been termed an ‘Eagle Eye Gestalt’, which presents an innovative approach to antipostivist phenomenological analysis, rooted in Consumer Culture Theory (CCT). The key arguments presented are that global business discourse, for both practitioners and academics, necessitate the championing and implementation of 21st century Culture, Branding, and Transformational Leadership strategically. Furthermore, consideration should be given to nurturing an environment, which is conducive to facilitating inspiration, social interactions, and networking opportunities – all with an intended purpose dictated by business imperatives

The quest for transformational leadership and brand singularity

Whether that transformational leader is a person, brand, organization, or nation – I argue that the same blueprint applies to all. A further challenge occurs when trying to widen the net in order to galvanize several streams of leadership and innovation to achieve collective singularity. This article contains some of my musings. In everyday conversations, the terms Manager and Leader seem to be used interchangeably. Also, over the past thirty years or so the term Transformational has crept into our vocabulary as a concept, which is moving thinking away from economic transactions – towards collaborative and emotional transactions that bring change. A challenge occurs when attempting to galvanize several streams of leadership and innovation, whilst looking to achieve compelling brand singularity across all functions

Brand Islam's quest to breathe and breed superpowers

Pragmatically, my view is that the term ‘Muslim economy’ more accurately represents the state of current markets; and an ‘Islamic economy’ is an aspirational goal for the same rapidly growing sectors. These are aspirations aiming to encourage the harmonization of Muslim geographies, further collaboration, and a positive commitment towards celebrating the spirit of spirituality in trade and commerce. In this article I report my findings following November’s Global Islamic Economy Summit held in Dubai

Okay, I'm done with study - it's time to get a job

You’re putting the finishing touches to your last degree assignments, cramming for your final exams; and now the moments you’ve been waiting for are almost ‘round the corner – no more study, graduation, and getting a job. Here are some tips to help you along the way