Increasingly, entrepreneurial growth is discussed in relation to business sustainability and the wider questions of ‘growth’ – economic, green, or sustainable. This chapter will discuss the challenges and opportunities of teaching circular economy and Cradle to Cradle (C2C) models of sustainable production. The course applying circular economy theory to corporate case studies at the liberal arts college in The Netherlands will be discussed. Students were given the assignment to advise an existing company how to make a transition from a linear to circular economy model. https://doi.org/10.1108/978-1-78714-501-620171028 LinkedIn: https://www.linkedin.com/in/helenkopnina/
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Chapter 6 in Consumption culture in Europe. The chapter focuses on cultural differences in consumption across Europe and describes general attitudes towards consumption and brands, the significance of shopping, and how these are linked to the motives of consumption of alcoholic and non-alcoholic drinks. These topics have been analysed using the Hofstede dimensions, and the evaluation also considers regional differences within the European Union. The main objective of this research is to attempt to understand consumption patterns and national cultural dimensions, general consumption values, and what their connections are to alcoholic and non-alcoholic drinking patterns. The main research question is how cultural styles influence consumption styles within Europe. This analysis concluded that some European societies are more adaptable to cross-cultural influence than others in relation to beverage consumption. The authors’ findings suggest that the cultural dimensions identified by Hofstede supported the understanding of cultural differences related to purchasing, brands and beverage consumption both at national and individual levels. However, there is an overlap between some countries in their drinking behaviour, which supports the claim that existing cultural patterns cannot fully explain the new beverage trends, especially in alcohol consumption. This indicates the necessity of a shift toward new dimensions with regard to beverage consumption and/or eventually consumer behaviour.
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Chapter 8 in Comsumption Culture in Europe. This chapter presents an analysis of what consumer in Europe drink and why they drink what they drink. The concept of drinking motives is developed and defined, and analysis of data on drinking motives shows that these can be grouped into two major classes: self-expressive and functional. This distinction is universal and hence applies across Europe. However, the importance of self-expressive as compared to functional motives, as well as the way in which these relate to different beverages, does differ across Europe. Both dimensions are relevant for the motives for drinking non-alcoholic drinks, whereas the self-expression dimension dominates reasons for drinking alcoholic drinks. The Eastern European countries have generally higher scores on the self-expression dimension, indicating that such motives play a bigger role there compared to the other regions. No clear geographical pattern emerged with regard to the functional dimension. Beer and spirits are the alcoholic drinks and tea, water, and juice the non-alcoholic drinks that are related to high scores on the self-expression dimension. Water and juice are the drinks scoring highest on functionality, being mainly related to health, availability, and quenching one’s thirst. The non-alcoholic products scoring low on functionality are coffee, tea, soft drinks, and energy drinks. Analysis of socio-demographic differences resulted in only a few effects. Men, lower education groups, and lower income groups are more likely to drink alcohol for reasons other than self-expression motives (such as to quench one’s thirst). Also, the health motive plays a larger role for older people, and the self-expressive and social motives play a larger role for younger people. The chapter closes with recommendations for the marketing of drink products in Europe.
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