Marketing the voice of authenticity: a comparison of Ming Cher and Rex Shelley

2000 ◽  
Vol 9 (2) ◽  
pp. 150-169 ◽  
Author(s):  
Anthea Fraser Gupta

In 1995 two novels by Singaporean writers were published. Ming Cher’s Spider Boys, a first novel, was published by Penguin in New Zealand, while Rex Shelley’s Island in the Centre was published in Singapore by the regional publisher, Times Books. The marketing of both implied that they were authentic voices of Singapore. The varieties of English used and represented in the two novels are compared to the varieties of English attested in sociolinguistic studies of Singapore. Shelley’s novel represents Singapore English in a way that allows a readership familiar with Singapore to relate the characters to their sociolinguistic setting, and it has a Singaporean readership as its major target. Cher’s novel has a non-Singaporean readership as its primary target and is written throughout in a variety of English that results from Cher’s experiences as a learner of English, mediated by editors. The novels are used to illustrate concepts of authenticity in representation of language and in marketing strategies.

2016 ◽  
Vol 12 (3) ◽  
pp. 374-398 ◽  
Author(s):  
Eva Collins ◽  
Kate Kearins ◽  
Helen Tregidga ◽  
Stephen Bowden

Synopsis Chris Morrison and two partners introduced the first Fairtrade bananas in New Zealand in a bid to improve the social and environmental impacts of banana consumption. The trio started All Good Bananas in 2010. Using social media as a key marketing tool, the startup had grown to take a 5 percent market share in a fiercely competitive industry dominated by big players. In 2012, the entrepreneurs needed to decide the best way to increase sales of ethically sourced products under the All Good brand. Should they expand their share of the banana market or diversify into drinks? Research methodology The case is primarily based on tape-recorded interviews by the authors with the founding entrepreneur and three employees of All Good from May to July 2012 and an analysis of the company’s website and social media activities. Other publicly available information sources were drawn upon, and a discussion held with a New Zealand national grocery chain CEO. Relevant courses and levels This case has been written for use in classes in undergraduate and graduate level entrepreneurship, strategic management and sustainability. The case can be used to illustrate how very small resource-constrained startups can compete in an industry dominated by large multinational corporations, and how Fairtrade might provide a worthy differentiation focus. It is open to a consideration of judo economics. While several of the questions ask students to consider the New Zealand context in which this case is set, knowledge of New Zealand and the various industries beyond what is offered in the case is not necessary. Theoretical bases At a broad level the case illustrates how a small, resource-constrained startup can compete against much, much larger players through a niche Fairtrade product focus and the use of alternative marketing strategies such as guerrilla marketing and social media. In relation to the competitive dynamics within an industry, this case can be used to illustrate the concept of judo economics (also referred to as judo strategy). Both the utility and potential limits of judo economics can be demonstrated through the case by considering current activities and potential future dynamics.


HortScience ◽  
1992 ◽  
Vol 27 (6) ◽  
pp. 589a-589
Author(s):  
D. H. Turner

New Zealand horticultural exports expanded rapidly during 1970-1990. These increases did not occur without some difficulties. Details of the export expansion including main products and major markets (such as the U. S. and Pacific Rim Countries) will be discussed. Key factors such as: 1) marketing strategies of the past, present, and future; 2) the impact of new marketing technology; and 3) importance of New Zealand image will be detailed. The role of education and technology and the skill level of New Zealand horticulture will be reviewed. This will include the New Zealand tertiary education system as well as relevant examples of how universities can assist.


2018 ◽  
Vol 13 (2) ◽  
pp. 97-99 ◽  
Author(s):  
Joanne Marie Muellenbach

A Review of: Rimkeit, B.S. and Claridge, G. (2017). Peer reviewed: literary Alzheimer’s, a qualitative feasibility study of dementia-friendly book groups. New Zealand Library & Information Management Journal, 56(2), 14-22. https://figshare.com/articles/Literary_Alzheimer_s_A_qualitative_feasibility_study_of_dementia-friendly_book_groups/5715052/1   Abstract Objective – To explore how people living with dementia experience reading classic fiction in book groups and what benefits this intervention provides.  Design – Qualitative feasibility study. Setting – Day centre within a care home in the North Island of New Zealand. Subjects – Eight participants with a medical diagnosis of dementia – four community dwellers who attend day centers, and four residents of a secure dementia unit in a care home. Methods – Investigators used surveys, focus groups, and interpretative phenomenological analysis (IPA), for ideographic analysis of the data.  Main results – Following analysis of the focus book group data, three superordinate, with related subordinate, themes were found: 1) the participant as a lively reader. The participants shared childhood memories of reading and when they became adults, how they encouraged reading within the household and with their own children. Subordinate themes included: recall, liveliness of discussion, and interest in reading and book clubs; 2) the participant as guardian of the voice of Dickens. Participants believed that, when the language is simplified, the beauty and rich imagery of Dickens is lost. Subordinate themes included: oversimplifying “loses the voice of Dickens”, familiarity, and continued play on words; and 3) the participant as a discerning book reviewer. The participants offered a number of ‘dementia-friendly’ suggestions, including the use of memory aids and simplifying text. Subordinate themes were expressed as four recommendations: use cast of characters; illustrations pick up the energy of the story, but balance quantity with risk of being childish; the physical quality of the text and paper; and chunk quantity of text while keeping the style of the original author. The choice of using classic fiction that was already well known was validated by the participants, who had some preconceptions about Ebenezer Scrooge, and described him by using epithets such as mean, an old bastard, and ugly. The participants found the investigators’ adapted version to be oversimplified, as short excerpts of the original Dickens seemed to evoke emotional and aesthetic responses of appreciation. Therefore, when creating adaptations, it is important to preserve the beauty of the original writing as much as possible. Conclusion – This qualitative feasibility study has provided a better understanding of how people living with dementia experience classic fiction in shared book groups. For individuals with Alzheimer’s disease, language skills may be well-preserved until later in the disease course. For example, the focus group participants demonstrated an appreciation and command of language, as well as enthusiasm and excitement in the sharing of the original Dickens with others. They suggested the use of memory aids, such as including a cast of characters, and repeating the referent newly on each page. Participants also suggested that the adapted version be shortened, to use a large font, and to include plenty of pictures. The choice of using classic fiction was validated by the participants, as they found these tales comforting and familiar, particularly when they included such colorful characters as Ebenezer Scrooge. Finally, people living with dementia should be encouraged to enjoy books for the same reason other adults love to read – primarily for the creative process. Classic fiction may be adapted to enhance readability, but the adaptation must be done in a thoughtful manner. While memory deficits occur in Alzheimer’s disease, an appreciation of complex language may be preserved until the later disease stages.


1999 ◽  
Vol 7 (1) ◽  
pp. 44-57 ◽  
Author(s):  
Judith E. Mckinlay

AbstractCan Rahab be regarded as a hero/ine? I ask this question, aware that the context of my reading is that of twentieth-century Aotearoa New Zealand, and that different communities read textual dynamics in different ways, and that texts allow this. But if there is an interpretive open-endedness, so that in narrative terms one may ask whether Rahab is saviour, or traitor, or victim, the story as it is told appears to have been shaped for Israelite listeners, with Israel's interests encoded. For whose voice do we hear in Rahab's long speech to the spies? A Canaanite Rahab? Or a Rahab who is an Israelite construct? The text has led the reader to accept its assumptions that foreign/outsider women are sexually available and can be bought, just as their land lies there for the taking. The reader is provided with Rahab as the model in reading the situation as an Israelite, for she herself has read and entered Israel's ideological world. The making of Rahab the hero/ine is part of the "semiotic economy" of Israel. But if Rahab is a hero/ine, not only is there a danger here for ancient Canaanites, but other dominant cultures may identify with the voice of the text which justifies taking others' land, and those who have already lost to Christian invaders may be led to read against their history and identity. Such issues force me to face the costliness of such co-opting. If Rahab is a hero/ine, then let the reader read again.


2017 ◽  
Vol 9 (6) ◽  
pp. 14
Author(s):  
Shaohua Yang ◽  
M. Akhtaruzzaman

The aim of this paper is to investigate whether polytechnics should rely solely on international agents to recruit international students or not. To analyse the use of agents to recruit international students by tertiary institutions in New Zealand, this study attempts to find effectiveness and shortcomings of using international agents as a marketing strategy in recruiting international students. Though marketing strategies of marketing higher education is not new to the Anglo-Saxon countries (UK, US, and Australia), however, such marketing strategies of tertiary institutions in New Zealand have not been examined empirically. Deductive method of research was adopted and a total of 150 international students who studied at undergraduate and postgraduate level in a polytechnic in the Bay of Plenty in New Zealand participated in the research. The empirical findings of the research suggest that most international students relied on international agents for visa application and for enrolment process. A significant concern that a large proportion of the international students pointed to is the information mismatch between the promises by the agents and the reality that the international students faced here in New Zealand. It is suggested that relying solely on international agents to recruit international students might not be a sustainable marketing strategy for the tertiary institutions and other marketing strategies needs to be explored as well. Several policy implications in marketing strategy of higher education are also suggested in this study. 


2021 ◽  
pp. 146735842098623
Author(s):  
Ahmed M Adel ◽  
Xin Dai ◽  
Chenfeng Yan ◽  
Rana S Roshdy

The current research extends the current literature of halal tourism by applying information seeking models to analyze the halal culinary marketing strategies. It aims at identifying the halal marketing strategies from the official tourism providers' perspective (the supply side) by extending and validating the halal culinary framework of Yousaf and Xiucheng. A content analysis of the government websites of the top Muslim inbound destinations among non-Islamic nations (as a vital source of information) is employed. The results of the content analysis revealed that several non-Islamic destinations did not pay attention in their official tourism offerings to promote the interests of the unique requirements of Muslims. It is found that only three destinations; New Zealand, Singapore, and Australia promote halal strategies on their government websites. Nevertheless, they could not promote all aspects of halal tourism requirements on their official websites.


2021 ◽  
Author(s):  
◽  
Vanessa Haggie

<p>Hate speech legislation involves a fundamental conflict with the right to freedom of expression. However, it is a conflict that can be justified in a constitutional framework in which free speech is not paramount and can be balanced against other rights and freedoms. This paper discusses the concept of “hate speech” legislation, the conflict between freedom of expression and hate speech censorship, and ways in which these seemingly-incompatible concepts might be harmonised. It considers, drawing on legislation and case law from other jurisdictions, and in light of the Marriage (Definition of Marriage) Amendment Act 2013, the possibility of extending such legislation to protect gender and sexual minorities in New Zealand, and suggests a potential framework for such legislative change. Any provision concerning hate speech must avoid overreaching into the realm of free expression. As a result, ‘hate speech’ should be clearly defined and narrowly focussed in scope, as words or matter which “exposes or tends to expose to hatred or contempt” the minority group at which the protection is aimed. In New Zealand’s constitutional/rights framework, this limitation on freedom of expression can be justified as reasonable and appropriate. While hate speech legislation does create a conflict with freedom of expression, to protect hate speech at the risk of perpetuating harm, discrimination, marginalisation and silencing is not appropriate. It sends the message that the voice of hate speakers is worth more than that of minorities, and undervalues the dignity and social assurance of those minority groups as valued members of society.</p>


2021 ◽  
Author(s):  
◽  
Elizabeth Gaspar

<p>This thesis explores the international political economy (IPE) of outbound Chinese tourism within the context of New Zealand. New Zealand as a case study shows the impact of tourism changes on a nation reliant on tourism. It demonstrates the growing impact of China as an international economic and political power. It utilizes a mixed method approach to conduct a document-based and literature-based investigation and concludes Chinese tourism is reshaping the New Zealand political economy. New Zealand marketing strategies have shifted to cater to the Chinese market but could expand to meet these different interests, including culturescapes and collectivism. The economic impact of Chinese tourism has been broadly positive for New Zealand but far more could be done to leverage tourism. New Zealand is an expensive destination and could target high value tourists. This would require more quality offerings and making full use of the linkages between tourism and trade. More can be done to maximise the value added by e-commerce post visitation. The growth of Chinese tourism has uncovered deficiencies in New Zealand and stimulated debates around how to ensure the New Zealand tourism industry is sustainable. New Zealand policymakers and commentators are debating how to shift tourists to the shoulder seasons and the regions and how to maintain sustainable tourism numbers. The rise of Chinese inbound tourism to New Zealand has also uncovered an infrastructure deficit. By examining the overall state of Chinese tourism to New Zealand, this thesis creates a comprehensive assessment of how Chinese outbound tourism is shaping New Zealand’s political economy.</p>


Author(s):  
Jane Manning

This chapter explores some New Zealand music from John Ritchie. Compact and tightly structured, this cycle is a model of its kind. It carries a powerfully evocative atmosphere with touching simplicity and directness. Ritchie has a gift for creating distinctive, repeated motifs that stay indelibly in the mind. He writes expertly for the voice, with arching lines in practicable spans, stretching over a wide range without strain. Vocal lines are so finely chiselled that pitches can be plotted with jewel-like precision, with time to gauge each interval cleanly in relation to the piano. The music maintains a natural fluency through changes of tempo and mood, from confiding intimacy and bitter reflection to emotional outpourings.


2014 ◽  
Vol 21 (2) ◽  
pp. 327-344 ◽  
Author(s):  
Martina Battisti ◽  
Tanya Jurado ◽  
Martin Perry

Purpose – Despite the proliferation of free trade agreements (FTAs) internationally, the limited research available on the subject indicates that few SMEs consider the existence of these agreements as a reason to engage in international markets or expand their existing international engagement. The purpose of this paper is to identify and augment SME international marketing models building on Merrilees and Tiessen's (1999) work; and to explain how these marketing models condition the reaction of small firm exporters to FTAs. Design/methodology/approach – This study comprised in-depth interviews with 51 SME exporters in New Zealand. Participants were selected purposefully and were interviewed in a face-to-face, semi-structured format. Findings – Five international marketing strategies were identified drawing on prior models of international marketing: sales-driven, relationship-driven, international boutique, arbitrager and market seeder. These models are characterised by different relationships to markets and to buyers served, and by the extent of customisation in the export offering. By using these models the authors analyse why SMEs have yet to significantly capitalise on the opportunities provided by New Zealand's recent wave of trade agreements. Research limitations/implications – This study acknowledges the diversity of international marketing strategies between seemingly similar firms by recognising that approaches generally viewed as unlikely to bring success in international markets can work when applied in a particular way and in a particular context. As such the results may offer a useful starting point for the customisation of policy advice on exporting in terms of the context in which SMEs operate. Originality/value – As well as advancing theoretical perspectives on SME international marketing strategies, the findings are presented as a contribution to the as yet limited evaluation of how SMEs in New Zealand have responded to the emerging opportunities created by FTAs. The interest in filling this gap is part of a growing recognition that factors related to the firm's trading environment have been largely neglected in policy considerations.


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