Fortune heart healthy oil: when a strong brand strategy hits a cardiac roadblock!

Learning outcomes The case will familiarize students to TEARS model and No TEARS approach for brand endorser selection. It will enable the students to understand the extent of influencer impact on the brand. It will make students to realistically assess the pros and cons of ambassador marketing using celebrities. It will also enable the student to devise brand strategies to mitigate the risk associated with ambassador-based marketing. Case overview/synopsis The case explains the strategic challenge the brand faces in ambassador marketing due to the uncontrollable personal crisis of the celebrity. Brand ambassador is an integral element of the brand persona and is appointed to boost the brand’s unique proposition and sales. The selection of the brand ambassador is a strategic decision with direct implication on the brand equity. A strong celebrity–brand congruence is ideal to establish credibility, but it can backfire if anything negative occurs on either side. This case evaluates the crisis faced by Fortune oil which has been positioned as “the heart healthy oil” when its celebrity ambassador suffers heart attack. In the backdrop of the case, the students can analyse brand strategies with respect to ambassador marketing, TEARS model with No TEARS approach for endorser selection and endorser-related credibility risk management. Complexity academic level MBA BBA PG/Graduation in Marketing/Advertising. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.

An Ecological Approach to Evaluating Collaborative Practice in NSF Sponsored Partnership Projects: The SPARC Model

From co-authored publications to sponsored projects involving multiple partner institutions, collaborative practice is an expected part of work in the academy. As evaluators of a National Science Foundation (NSF) Alliances for Graduate Education and the Professoriate (AGEP) grant awarded to four university partners in a large southern state, the authors recognized the increasing value of collaborative practice in the design, implementation, evaluation, and dissemination of findings in the partnership over time. When planning a program among partnering institutions, stakeholders may underestimate the need for, and value of, collaborative practice in facilitating partnership functioning. This method paper outlines an evaluative model to increase the use of collaborative practice in funded academic partnership programs. The model highlights collaborative practice across multiple stakeholder groups in the academic ecology: Sponsors of funded programs (S), Program partners and participants (P), Assessment and evaluation professionals (A), academic researchers (R), and the national and global Community (C). The SPARC model emphasizes evidence-based benefits of collaborative practice across multiple outcome domains. Tools and frameworks for evaluating collaborative practice take a view of optimizing partnership operational performance in achieving stated goals. Collaborative practice can also be an integral element of program activities that support the academic success and scholarly productivity, psychosocial adjustment, and physical and psychological well-being of stakeholders participating in the program. Given the goal of our alliance to promote diversification of the professoriate, the model highlights the use of collaborative practice in supporting stakeholders from groups historically underrepresented in STEM fields across these outcome domains. Using data from a mixed-methods program evaluation of our AGEP alliance over 4 years, the authors provide concrete examples of collaborative practice and their measurement. Results discuss important themes regarding collaborative practice that emerged in each stakeholder group. Authors operationalize the SPARC model with a checklist to assist program stakeholders in designing for and assessing collaborative practice in support of project goals in funded academic partnership projects, emphasizing the contributions of collaborative practice in promoting diversification of the professoriate.

Science and Innovations: Variety of the Relationships

The purpose of the article is to analyze the relationship between scientific research and different types of innovation. For this, it is shown that the innovation process has a systemic character, and science is present as an integral element in the implementation of each of the considered types of innovations – production, organizational and social. A brief description of these types is given and it is shown that the contribution of science is carried out at different stages of the innovation process, considered as a process of solving a particular problem. The most significant contribution of sciences (especially natural) is to industrial innovation; social sciences have some potential to contribute to organizational innovations; the problems,that are subjects of social innovations have no scientific solving whereby the social sciences can only provide the development of options for innovations, but not the choice among them.

A Systematic Literature Review on the Cyber Security

In recent years, the Internet has become an integral element of people's everyday lifestyles all across the world. Online criminality, on the other hand, has risen in tandem with the growth of Internet activity. Cyber security has advanced greatly in recent years in order to keep up with the rapid changes that occur in cyberspace. Cyber security refers to the methods that a country or organization can use to safeguard its products and information in cyberspace. Two decades ago, the term "cyber security" was barely recognized by the general public. Cyber security isn't just a problem that affects individuals but it also applies to an organization or a government. Everything has recently been digitized, with cybernetics employing a variety of technologies such as cloud computing, smart phones, and Internet of Things techniques, among others. Cyber-attacks are raising concerns about privacy, security, and financial compensation. Cyber security is a set of technologies, processes, and practices aimed at preventing attacks, damage, and illegal access to networks, computers, programmes, and data. The primary goal of this article is to conduct a thorough examination of cyber security kinds, why cyber security is important, cyber security framework, cyber security tools, and cyber security difficulties. Cyber security safeguards the data and integrity of computing assets that are part of or connected to an organization's network, with the goal of defending such assets from all threat actors throughout the life cycle of a cyber-attack.

El Fenómeno del votante ucraniano moderno: esencia, peculiaridades y tendencias de su desarrollo

The article reveals the peculiarities of the modern Ukrainian voter as a special phenomenon in political science. The main objective of the research is to form a portrait of the modern voter based on data from some sociological surveys, as well as to address the emergence and formation of the image of a desirable candidate for the voter. Historical and statistical analysis methods as well as the comparison method were used. In the results they emphasize that in the personality of the voter we will understand a subject who makes a conscious choice of that political figure that he (the voter) considers capable of solving urgent problems of life, both State and of his person. In this regard, the focus is on revealing the moods in modern Ukrainian society, to describe the image of "an ideal candidate" in the eyes of a modern voter. Special attention was paid to personality as an integral element of the socio-political space and the worldview of the political and electoral sphere. It is concluded that the historical context is very important in the formation of the Ukrainian political environment, which makes us glimpse analytically the peculiarities of the meaning of the act of suffrage.

public spaces

Nowadays, one can hardly deny the importance of the system of public spaces. Its role as an integral element of urban infrastructure is actively studied, yet not fully comprehended. This section presents a collection of publications devoted to the history of the question using the example of public spaces in Krasnoyarsk. The therapeutic role of urban gardens is an example of the innovative approach of the Crimean scientists to the problem of the city infrastructure.Philosophy of separate objects is discussed in the articles of our regular authors. The fountain and the city well, of course, are both part of the public spaces and part of the engineering infrastructure that (for free!) ensures life of the city and citizens. The city is indeed rooted in wells.

Intellectual Nature of Law in the Basic Concepts of Understanding Law

Introduction: formation of legal norms and their transformation, creation of the legal system, specialization and sectoral differentiation of legal norms indicate constant qualitative, intellectually grounded development of law. In the article the author analyzes basic concepts of understanding law (natural, historical, psychological, normative, Marxist, of anthropological approach) in order to determine the essence (nature) of law. The study of essential foundations of law is a fundamental task not only for the theory of law and state, but also for other sciences (philosophy of law, sociology of law, history of legal doctrines). The purpose of the work is to study an intellectual nature of law on the basis of analysis of various concepts of understanding law. Methods: the author’s key conclusions and findings are based on the use of materialistic dialectics in comparative legal, sociological and historical methods. Discussions: it is noteworthy that in each concept of understanding law, intelligence (mind, reason, common sense) is considered by scientists as an integral element of the process of legal education. Conclusions: taking into account the stated above, the author proposes to consider law within the framework of an anthropological approach as a result of human intellectual activity not only by its origin, but also by its essential basis, its nature. The author puts forward the thesis that law is the result of intelligence-based thinking activity of a person and suggests the author’s definition of law.

Integrating Humanities and Arts Into Gerontology and Geriatrics Curricula

Humanities, Arts and Cultural Gerontology (HACG) has been an integral element of GSA for over 4 decades, and is included as a notable feature of AGHE guidelines on curricula for gerontology and geriatrics. However, as with many interdisciplinary areas, the degree to which HACG has been successfully inserted into curricula, the extent to which this has involved engagement of faculty in arts and humanities, and the facilitators and barriers of such deeper joint working are unknown. The HACG Advisory Panel and AGHE would like to convene a round-table/symposium at the 2021 Phoenix GSA Meeting to consider the range of experiences of educators of programs in gerontology/geriatrics, from those who can relate success stories in integrating HACG into their curricula, to those who can give insights into challenges and opportunities in attempts to develop such elements in their curricula. Co-convened by Des O'Neill, Chair HACG AP and Dana Burr Bradley AGHE Program Chair, we invite lively discussion which we consider will aid in the development of a road map towards substantive and rewarding initiatives in incorporating scholarship and education in HACG in gerontology and geriatrics educational program

Factors of dysfunction of institutes for assessing the qualifications of medical specialists

Introduction. The ongoing transformations of institutes for assessing the qualifications of medical specialists lead to ambiguous consequences, including the phenomena of their dysfunction. The aim of the study is to systematize the factors influencing the formation of the dysfunctions on the examples of the institute for accreditation of medical specialists and their certification for a qualification category. Material and methods. The concepts of continuing education and continuing professional development, formulated under the auspices of the United Nations, served as the theoretical basis of the study. They were the basis for the analysis of the factors causing deviations from these processes, that is, the dysfunction of the institutes for assessing the qualifications of medical professionals. The information of two sociological surveys of medical specialists employed in the system of the Moscow Healthcare Department was used, namely, a sample questionnaire survey and a survey by the method of expert interviews. Results. The factors of dysfunction of the institute of accreditation of medical specialists were identified on the basis of an analysis of the practice of continuing medical education (CME), introduced as an integral element of the transition from the institute of certification to the institute of accreditation. The main attention is paid to the shortcomings of the CME, which cause the dysfunctions of this institute. It is revealed that they are caused by an insufficiently debugged organization of the CME. The study of the work of the institute of certification for a qualification category showed that its main function, namely, ensuring permanent professional development above the accreditation level, has significantly weakened. This is confirmed by the statistics of a decrease in specialists undergoing both primary and secondary certification. One of the main factors is a violation of the incentives for professional growth. Discussion. The problems of dysfunction of qualification assessment institutes are mainly because the coordination of their elements is not sufficiently observed in the work of these institutes. Within the framework of the accreditation institute, this is reflected in the fact that the distribution of responsibilities between all the subjects of the CME is poorly coordinated. And in the work of the institute of certification for a qualification category, its fundamental differences from the institute of accreditation are erased, mainly due to symbolic surcharges for the type and attempts to replace them with incentive payments common to both institutes. Conclusion. The factors of dysfunction of the institutes for assessing the qualifications of medical specialists are systematized into main and concretized (as forms of manifestation of the main factors). The necessity of joint responsibility of the subjects of the CME for its quality, adequate to ensure the basic level of qualification, and strengthening the financial and career incentives for professional growth above the basic level, is substantiated.

Responsible Financing: International Standards and Transparency Trends in Doing Business

Responsible financing has ceased to act as a narrow niche of finance market and today it involves more and more responsible finance institutions and companies interested in access to responsible finance tools. The basic condition for responsible financing implies availability of full trustworthy information about non-financial figures of the potential project for investment. Thus non-financial accounting has become an integral element of the responsible financing development in the world. The authors analyze key effective international tools on responsible financing and revealing non-financial information. They give characteristics of stages in shaping the institution of responsible financing. Apart from that they study regulation of responsible financing and non-financial accounting in the EU and Russian law. Today on international finance market we can observe a considerable demand both for developing systems of non-finance accounting standards and harmonization of draft standards, as all accounting standard systems use one and the same notions. The article investigates as an example a recent initiative of MSFO concerning setting-up the Council on sustainability standards. However, we should state the absence of the standard concerning revealing non-finance information by companies in Russia. Proposals were put forward about the development of responsible financing in Russia by making-up legislation in this field.