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Purpose – To explore the nature of metaphorical thinking in marketing and consumer research, with particular emphasis on consumers’ metaphor-manufacturing proclivities.

Methods/approach – The chapter concentrates on one of the most compelling and powerful metaphors of the 20th century, the sinking of the RMS Titanic in April 1912. It uses introspective methods to interrogate consumers’ figurative interpretations of the iconic catastrophe.

Findings – Four categories of consumer metaphor-making are identified: negative, positive, reflexive and visual.

Research implications – The profusion of Titanic tropes suggests that researchers should resist unearthing ‘deep’ metaphors and focus instead on ‘wide’ metaphors, those that spread across the surface of society and culture.

Practical implications – ZMET, the widely used metaphorical elicitation procedure, warrants a complement called TMET. This Titanic Metaphor Elaboration Tendency is better attuned to contemporary branding thinking than its more familiar predecessor.

Retro-marketing is rampant. Throwback branding is burgeoning. Newstalgia is the next big thing. Yet marketing thinking is dominated by the forward-facing discourse of innovation. The purpose of this paper is to challenge innovation’s rhetorical hegemony by making an exemplar-based case for renovation.

If hindsight is the new foresight, then historical analyses can help us peer through a glass darkly into the future. This paper turns back time to the RMS Titanic, once regarded as the epitome of innovation, and offers a qualitative, narratological, culturally informed reading of a much-renovated brand.

In narrative terms, Titanic is a house of many mansions. Cultural research reveals that renovation and innovation, far from being antithetical, are bound together in a deathless embrace, like steamship and iceberg. It shows that, although the luxury liner sank more than a century ago, Titanic is a billion-dollar brand and a testament to renovation’s place in marketing’s pantheon. It contends that the unfathomable mysteries of the Titanic provide an apt metaphor for back-to-the-future brand management. It is a ship-shape simile heading straight for the iceberg called innovation. Survival is unlikely but the collision is striking.

This paper makes no claims to originality. On the contrary, it argues that originality is overrated. Renovation, rather, rules the waves. It is a time to renovate our thinking about innovation. The value of this paper inheres in that observation.

Drawing upon Baudrillard’s concept of sign-value, this study aims to investigate consumer behavior and sign perception in visitor attractions.

By adopting netnography, 133 customer-to-customer reviews sourced from TripAdvisor were analyzed regarding visitors’ online post-visit impressions.

The findings reveal that netnography contributes to a deeper understanding of sign consumption and sign promotion and examines how visitors attribute symbolic meanings to their experience in Titanic Belfast.

The findings show that the co-creation and reevaluation of the visitor experience through consumers’ online reviews should be taken into account by both managers and marketers. Furthermore, advertising should avoid creating excessive expectations to visitors to decrease the possibility of negative disconfirmation, which can be easily and instantly spread online. Another implication concerns the winning awards of visitor attractions, hotels and restaurants of a destination which may be used as a basis of co-branding marketing campaigns to enhance destination brand image.

This study continues the debate on the commodification of the visitor experience and the commercialization of visitor attractions.

This paper provides better understanding of sign-value, sign consumption and sign promotion in the visitor attraction sector.

This paper aims to investigate two famous disasters at sea, the Titanic and the Concordia, separated by 100 years, based on a comparison and analysis of those historical events, demonstrating how lessons learned and training methods used in the hazardous marine environments of aircraft carrier operations, as well as the near-solo conditions of technical scuba diving, can be better implemented in managing a large ship at sea.

This study starts with a historical analysis of these two ship-wrecks, both large, technically advanced ships that sank due to poor leadership, a breakdown in command and panic. Next, the study compares and contrasts scuba with operations aboard an aircraft carrier, two different maritime scenarios, yet similar in that there are many hazards that may require split-second decisions with limited or no communication with others. Both these mind-sets and training approaches have direct application to leadership and disaster planning on a large ship by being focused on minimizing decisions under stress in order to reduce panic.

This study demonstrates the value and impact of training that minimizes decisions under stress and enable people to make decisions independently in the face of a loss of communications. Focusing on two famous naval accidents, our analysis shows how such training can prevent panic and disaster, and can have direct application to leadership and disaster planning on a large ship.

This study uniquely compares and contrasts many of the planning and decision-making strategies used for both aircraft carrier operations and technical scuba diving, and the need to be able to make split-second decisions without communicating to others, and how these approaches can be used to better train a commercial ship to respond to an unforeseen disaster at sea.

With increased focus on data literacy and data science education in K-12, little is known about what makes a data set preferable for use by classroom teachers. Given that educational designers often privilege authenticity, the purpose of this study is to examine how teachers use features of data sets to determine their suitability for authentic data science learning experiences with their students.

Interviews with 12 practicing high school mathematics and statistics teachers were conducted and video-recorded. Teachers were given two different data sets about the same context and asked to explain which one would be better suited for an authentic data science experience. Following knowledge analysis methods, the teachers’ responses were coded and iteratively reviewed to find themes that appeared across multiple teachers related to their aesthetic judgments.

Three aspects of authenticity for data sets for this task were identified. These include thinking of authentic data sets as being “messy,” as requiring more work for the student or analyst to pore through than other data sets and as involving computation.

Analysis of teachers’ aesthetics of data sets is a new direction for work on data literacy and data science education. The findings invite the field to think critically about how to help teachers develop new aesthetics and to provide data sets in curriculum materials that are suited for classroom use.

This chapter presents findings from a qualitative study focused on the strategies that two marginalized seventh graders used as they completed an Internet inquiry project about survival.

The participants spent time over a four-week period in three phases – selecting a topic, locating information, and presenting information. Participants completed journals and participated in interviews. The participants’ online searches and how they organized their presentations were recorded. The researcher took field notes. These four data sources were used to determine subcategories in each phase to document the strategies they employed as they completed the project.

Participants used phrases and questions as they decided on key words to locate information. The majority of the sites they visited ended in the .com domain. They used different web browsers and spent varied amounts of time reading websites once they decided on key words and selected sites. Each participant approached the project uniquely and met the requirements to complete it.

This study suggests that students in self-contained resource classes engage with online content in sophisticated ways but that they still need support from teachers to optimize their learning.

Studies like this add to a body of research offering thick descriptions of teachers and students work together. In addition, this chapter derives value from the fact that it was conducted by a classroom teacher and therefore offers a unique perspective on the classroom as a learning environment as well as a site of inquiry.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

This research paper concentrates on how human behavior caused both the Titanic and the Concordia sea disasters. Insights from scuba divers and from the command of aircraft carriers are also drawn upon to reveal leadership lessons aimed at mitigating risk in less predictable environments. The need for rational decision-making by leaders, as well as having pre-arranged behavior systems to remove cognitive biases and avoid in-the-moment panic, are of paramount importance when implementing consistent safety strategies at sea. Remaining loyal to this approach minimizes the risk of preventable disasters occurring.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

The purpose of this study is to raise the issue of contemporary retromania with marketing historians.

This is a reflective essay combining personal experiences with empirical exemplars.

It is found that retromarketing is a subject requiring scholarly scrutiny. The commodification of the past is increasingly prevalent and marketing historians are ideally placed to lead the discussion.

As yestermania is unlikely to evaporate anytime soon, it provides rich, socially and managerially relevant pickings for marketing historians.

Aside from the scurrilous suggestion that historians should get out of the dusty archives, it argues that originality is overrated.

States that change is a topic of crucial concern to all organizations in these turbulent business times. Its impact increasingly leads to business demise, in spite of the wealth of information purporting to help managers solve change‐related problems. Contends that, in dealing with change, and ultimately in ensuring business survival, the mindsets of the organization’s managers are the most critical factor. Approaches influencing management thinking positively based on two simple notions: first, that the best way to deal with mindsets is to keep them from hardening; second, that by changing activities and tools we can change habits of thinking and learning. Calls an organization operating according to these principles an evolutionary organization (EVO). Illustrates that the EVO flourishes in the region of disequilibrium between an organization’s formative and normative operating modes. The key to maintaining this balance in the EVO is the judicious exercise of leadership and strategy. Explores literature relevant to the EVO and describes systemic initiatives designed to renew mindsets and confer high potential for business competitiveness. Illustrates the approach by detailing the case of a major financial service organization.

The aim of this paper is to present the challenges external drivers and internal inertia faced by curriculum designers and implementers at institutions of higher education. The challenges to academics from competing factors are presented: internal resistance to changing existing curricula vs the necessity to continuously evolve programmes to reflect a dynamic, uncertain future. The necessity to prepare future leaders to face global issues such as climate change, dictates changing curricula to reflect changing personal, environmental and societal needs.

This paper uses the case study method to examine two models of climate change curriculum design and renewal. One model, from an Australian university, is based upon national education standards and the second is a non-standards-based curriculum design, developed and delivered by a partnership of four North American universities.

The key findings from this study are that the highest level of participation by internal-to-the-programme academics and administrators is required. Programme quality, delivery and content alignment may be compromised with either stand-alone course delivery and learning outcomes, or if courses are developed independently of others in the programme. National educational standards can be effective tools to guide course and programme management, monitoring, review and updating.

The paper includes implications for postgraduate level curricula design, implementation and programme evaluation.

The paper is the first to compare, contrast and critique a national standards-based, higher education curriculum and a non-standards-based curriculum.