Application of New Media in Enterprise Marketing: Taking Cosmetics Enterprises as an Example

With the steady development of information technology, new media plays a key role in enterprise marketing. It has very high coverage, can effectively spread the information of the enterprise, and help build enterprise culture. While promoting the innovation and development of enterprises, precision marketing realized at a lower cost, which helps to achieve the interaction between enterprises and consumers, plays a critical role in promoting the diversification of the consumer market and promoting the economic development of enterprises.

In search of alternatives for individualised workers: A comparative study of freelance organisations

This article contributes to the debate on the enterprise culture, which is characterised by the celebration of risk-taking and self-realisation, which in turn also implies self-responsibilisation and atomisation of the workforce. It does so by investigating organisations created with the aim of finding alternatives for freelancers, who epitomise the processes of individualisation typical of late capitalism. The organisations studied, both companies and cooperatives, aim to enable freelancers to combine autonomy in running their business with access to labour and social rights and inclusion in a collective. Drawing on a multiple case study conducted in France and Italy, the article investigates how organisations can counteract the processes of self-responsibilisation and atomisation of the workforce by enacting principles typical of alternative organisations. This study thus provides a twofold contribution to critical organisational theory and sociological literature on the individualisation of work and feasible alternatives to it. Our findings show, first, that the enterprise culture can be challenged through alternative organising even when freelancers – a category of workers embodying the contemporary processes of individualisation – are at stake. Second, the study of these emerging organisations also contributes to the flourishing debate on alternative organisations by adding an original empirical contribution to ongoing reflections on alternatives to market capitalism.

“Bloody Wonder Woman!”: Identity performances of elite women entrepreneurs on Instagram

Critical scholarship has challenged traditional assumptions of entrepreneurship as a ‘neutral’ economic activity, demonstrating instead how entrepreneurship is a cultural phenomenon. In particular, enterprise culture has been exposed as fundamentally masculinist, so that women entrepreneurs are said to be measured against gendered values and ideals. What remains relatively unexplored, however, are the ways the identity performances of women entrepreneurs on social media reflect and reproduce inequalities that extend beyond gender. In this article, we examine how highly privileged Australian women entrepreneurs perform their identities on Instagram. In applying intersectionality theory, our study finds that the entrepreneurs produced idealised feminine identities by leveraging the intersections of white, elite-class, heteronormative, able-bodied power within a broader neoliberal discourse. In doing so, our analysis points to how romanticised ideals of women’s economic empowerment in digital spaces may obscure the perpetuation of systemic and structural oppression.

Problematizing enterprise culture in global academic publishing: Linguistic entrepreneurship through the lens of two Chinese visiting scholars in a U.S. university

The global spread of English has made it the dominant language in academic publishing (Hyland, Ken. 2015. Academic Publishing: Issues and Challenges in the Construction of Knowledge. Oxford: Oxford University Press). Influenced by enterprise culture, scholars from peripheral non-Western countries face mounting pressure to publish in English (Curry, Marry Jane & Theresa Lillis (eds.). 2017. Global academic publishing: Policies, perspectives and pedagogies. Bristol, UK: Multilingual matters). The English academic publishing industry has also ballooned in China (Tian, Mei, Yan Su & Xin Ru. 2016. Perish or publish in China: Pressures on young Chinese scholars to publish in internationally indexed journals. Publications 4(2). 9.). In response to the Chinese government’s commitment to developing world-class universities and disciplines to enhance the internationalization of its higher education system, local Chinese scholars are increasingly encouraged to produce research that has international impact, as well as to engage in international academic exchange and cooperation arrangements (Li, Yongyan & Guangwei Hu. 2018. Collaborating with management academics in a new economy: Benefits and challenges. Publications 6. 1–17). In seeking academic collaboration, a growing number of Chinese academics have participated in visiting scholar programs offered by western-based universities. In light of this emergent phenomenon, this study explores how Chinese visiting scholars, driven by an ethical imperative to enhance human capital at “neoliberal universities” (Holborow, Marnie. 2013. Applied linguistics in the neoliberal university: Ideological keywords and social agency. Applied Linguistics Review 4(2). 229–257), exploited language-related resources available to them to succeed in English academic publishing. Data, which include in-depth interviews, social media posts, journals, resumes and manuscripts that were in press at academic journals, were collected from two Chinese professors who took part in a one-year visiting scholar program in the U.S. university. Our findings revealed that under the mounting expectations to publish in English-dominated SSCI journals, our focal participants enacted linguistic entrepreneurial practices.

Igwebuike theology of Ikwa ogwe and the inculturation of the gospel message

This piece on Igwebuike theology of Ikwa Ogwe has attempted at building a bridge between two conflicting inheritances or worldviews of the African Christian: the western heritage and the heritage of his or her ancestors. The researcher attempted doing this with maturity and creativity, and without destabilizing the wholeness of the African Christian. It defined Igwebuike theology contextually, and the Igwebuike concept of culture as a preparation for the gospel, basing this on Clement of Alexandria’s Stromata. This created a basis for an Igwebuike theology of Ikwa Ogwe. It argued that until this bridge is built, the Word of God cannot be effectively communicated- in such a way that the people hearing the Word understand who they are and who others are. It observed that communicating the Gospel without building a bridge would rather take people away from themselves, thus, creating a problem of identity. It discovered that the major task of the gospel message, which is the transformation of worldviews and conceptual systems would not be adequately achieved without Ikwa Ogwe. Igwebuike theology of Ikwa Ogwe, therefore, emphasizes identifying with the people and communicating the message through their categories. The purpose of this study is to make a contribution to the ongoing efforts at resolving the cross-cultural conflicts of the missionary era. The theoretical framework employed is the Igwebuike holistic and complementary understanding of evangelization and culture, which focuses on the bigger picture of reality and believes that all parts of reality are interconnected. Keywords: Igwebuike, Theology, Ikwa Ogwe, Missionary Enterprise, Culture, Conflicts

The enterprise culture heritage of Minangkabau cuisine, West Sumatra of Indonesia as a source of sustainable competitive advantage

The enterprise cultural heritage of the Minangkabau cuisine, West Sumatra in Indonesia was formed by several factors such as history, knowledge, and inheritance of processing procedures to the presentation of cuisine. Minangkabau cuisine has a wealth of assets in the form of heterogeneity of culinary heritage resources that are thick with a unique value of a unique taste. Thus, Minangkabau cuisine with its cultural heritage becomes the strength of cultural identity for the Minangkabau people in the process of selecting food. The sustainability of the Minangkabau restaurant business cannot be separated from the ownership of its valuable, scarce, inimitable, and non-substitute resource assets so that it is not easy to move to competitors. The findings in this study have never been answered in previous literature reviews; furthermore, this paper is able to explain treasures about the history, geographical, cultural, and social significance of ethnic food Minangkabau with scientific evidence, the enterprise culture heritage in achieving the sustainable competitive advantage of Minangkabau cuisine with a more interesting scientific approach. This review aims to explain scientifically the identity of food and culture from Minangkabau cuisine, West Sumatra, Indonesia, namely reviewing the history and food culture of Minangkabau cuisine related to its origin, the authenticity of Minangkabau food, and the enterprise cultural heritage as a restaurant for Minangkabau cultural cuisine as a source of sustainable competition in this global business era. In the end, it was found that Minangkabau cuisine has high heterogeneity resource assets as a source of achievement of sustainable competitive advantage by heritage value.