Social media has become a prolific tool for companies to build their brands. An effective way to interact with stakeholders on social media has been the relatively new discipline of ‘influencer marketing’. Here, companies engage social media stars to use their large fan-base to promote products and services on their brand’s behalf. While related to the promotional tactic of word-of-mouth marketing, influencer marketing lacks a theoretical foundation in the academic discourse. This paper aims to fill this gap by offering a conceptualisation to operationalize the new discipline in practice. The conceptualisation proposes brand owners a methodology to choose the right influencers for their brands and guides influencers to perform optimally with their fan base. Lastly, a consumer perspective is taken to the discussion to emphasize the relevance of influencer marketing in the consumer purchase decision-making process.
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With employer branding (EB), businesses aim to align their organizational norms with the norms of their current and prospective employees, and they explicitly communicate about the firm’s norms. Communication, however, carries different meanings depending on the context in which one operates. Also, the organizational norms may vary depending on the context, i.e., industry, different countries, and geographical context in which a firm operates. As such, the process of EB may be context-dependent, too. This study explores if and how EB is applied differently in different country and industry contexts. The analysis draws on a quantitative content analysis of 226 job vacancies targeted at highly educated graduates and professionals in IT, energy, and healthcare from the North of the Netherlands and comparable regions from Germany and Bulgaria. Our findings show that EB, as manifested in core values and distinctive characteristics, is not widely adopted in the vacancies we included in our analysis. When adopted, different values are emphasized depending on the context. General information and job-specific information are most frequent among all industries and countries. EB is a multidimensional concept with different dimensions used according to the context. The study’s main implication is that companies need to be mindful of the context in which an EB strategy is used. A one-size-fits-all approach in EB is likely not the most effective. This is particularly relevant for multinationals that adopt a worldwide organizational brand.
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The intention of this chapter is to show how autoethnographic research might promote reflexivity among career professionals. We aim to answer the question: can writing one’s own life and career story assist career practitioners and researchers in identifying patterns, idiosyncrasies, vulnerabilities that will make them more aware of the elements that are fundamental to career construction and that have been mentioned in a variety of disparate places in the existing career literature? What interested us as career researchers and co-creators of the narrative approach Career Writing in considering the innovative intention of this book, was how writing our own career story could deepen our professional reflexivity and might also help others to do so. https://doi.org/10.1007/978-3-030-22799-9_30 LinkedIn: https://www.linkedin.com/in/reinekke-lengelle-phd-767a4322/
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Denim Democracy from the Alliance for Responsible Denim (ARD) is an interactive exhibition that celebrates the journey and learning of ARD members, educates visitors about sustainable denim and highlights how companies collaborate together to achieve results. Through sight, sound and tactile sensations, the visitor experiences and fully engages sustainable denim production. The exhibition launches in October 2018 in Amsterdam and travels to key venues and locations in the Netherlands until April 2019. As consumers, we love denim but the denim industry, like other sub-sectors in the textile, apparel and footwear industries, faces many complex sustainability challenges and has been criticized for its polluting and hazardous production practices. The Alliance for Responsible Denim project brought leading denim brands, suppliers and stakeholders together to collectively address these issues and take initial steps towards improving the ecological sustainability impact of denim production. Sustainability challenges are considered very complex and economically undesirable for individual companies to address alone. In denim, small and medium sized denim firms face specific challenges, such as lower economies of scale and lower buying power to affect change in practices. There is great benefit in combining denim companies' resources and knowledge so that collective experimentation and learning can lift the sustainability standards of the industry and lead to the development of common standards and benchmarks on a scale that matters. If meaningful, transformative industrial change is to be made, then it calls for collaboration between denim industry stakeholders that goes beyond supplier-buyer relations and includes horizontal value chain collaboration of competing large and small denim brands. However collaboration between organizations, and especially between competitors, is highly complex and prone to failure. The research behind the Alliance for Responsible Denim project asked a central research question: how do competitors effectively collaborate together to create common, industry standards on resource use and benchmarks for improved ecological sustainability? To answer this question, we used a mixed-method, action research approach. The Alliance for Responsible Denim project mobilized and facilitated denim brands to collectively identify ways to reduce the use of water and chemicals in denim production and then aided them to implement these practices individually in their respective firms.
Plastic products are currently been critically reviewed due to the growing awareness on the related problems, such as the “plastic soup”. EU has introduced a ban for a number of single-use consumer products and fossil-based polymers coming in force in 2021. The list of banned products are expected to be extended, for example for single-use, non-compostable plastics in horticulture and agriculture. Therefore, it is crucial to develop sustainable, biodegradable alternatives. A significant amount of research has been performed on biobased polymers. However, plastics are made from a polymer mixed with other materials, additives, which are essential for the plastics production and performance. Development of biodegradable solutions for these additives is lacking, but is urgently needed. Biocarbon (Biochar), is a high-carbon, fine-grained residue that is produced through pyrolysis processes. This natural product is currently used to produce energy, but the recent research indicate that it has a great potential in enhancing biopolymer properties. The biocarbon-biopolymer composite could provide a much needed fully biodegradable solution. This would be especially interesting in agricultural and horticultural applications, since biocarbon has been found to be effective at retaining water and water-soluble nutrients and to increase micro-organism activity in soil. Biocarbon-biocomposite may also be used for other markets, where biodegradability is essential, including packaging and disposable consumer articles. The BioADD consortium consists of 9 industrial partners, a branch organization and 3 research partners. The partner companies form a complementary team, including biomass providers, pyrolysis technology manufacturers and companies producing products to the relevant markets of horticulture, agriculture and packaging. For each of the companies the successful result from the project will lead to concrete business opportunities. The support of Avans, University of Groningen and Eindhoven University of Technology is essential in developing the know-how and the first product development making the innovation possible.
Klimaatverandering heeft aanzienlijke gevolgen voor de leefomgeving, volksgezondheid en economie. Om de impact hiervan te beperken/verminderen is reductie van emissies essentieel. In de bouwsector, waar veel beton en staal worden gebruikt is nog veel winst te behalen. Deze materialen hebben een hoge CO2-uitstoot bij de productie, terwijl hout als biobased bouwmateriaal een duurzamer alternatief biedt. Hout heeft echter beperkingen door de gevoeligheid voor vocht, degradatie door micro-organismen, UV-straling, insecten en brand. Behandelingen met houtbescherming methodes en coatings worden toegepast, maar veel hiervan zijn toxisch en milieubelastend. Een veelbelovende alternatieve behandelingsmethode zou kunnen worden gerealiseerd door het gebruik van ijzeroxiden in combinatie met een bindmiddel voor de hechting van ijzeroxiden aan hout. Sol-silicaat lijkt hiervoor een veelbelovend middel dat ook andere gunstige eigenschappen bevat. Het wordt al voornamelijk toegepast op mineraalrijke ondergronden zoals beton en baksteen. Sol-silicaat is damp-open maar waterafstotend, UV-bestendig, schimmelwerend, is niet brandbaar en kan de levensduur van houten elementen verlengen. Hoewel hout in vergelijking met beton en kalksteen een mineraalarm is, kan door gebruik te maken van de eerste stap in het silicificatieproces (verstening), waarbij silica zich bindt aan cellulose, in potentie een geschikte basis worden gecreëerd voor de hechting van sol-silicaat aan hout. Dit kan resulteren in een verkiezelend effect, waardoor de levensduur en brandveiligheid van hout worden verbeterd. IJzeroxiden dat wordt beschouwd als een mineraal zou een geschikt additief zijn dat samen met het sol-silicaat kan verkiezelen aan het hout. Via deze route kan de hechting van ijzeroxiden aan hout worden gerealiseerd. De combinatie van ijzeroxiden en sol-silicaat kan de brandwerendheid verder verhogen en esthetische voordelen bieden. Sol-silicaat biedt daarom niet alleen een milieuvriendelijke maar ook een niet-toxische oplossing om de prestaties van het gebruik van hout te vergoten. Het gecreëerde eindproduct sluit hierbij aan bij de behoefte aan duurzame en circulaire producten.
