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Although much lip service is paid to brotherhood in this country by preachers, teachers and politicians, the concept remains poorly understood. For the purposes of this article, the brotherhood ideal is defined broadly as behaviour among adult male human beings of the same generation, belonging to the same extended family, and living in a community, that ensures maximum well being and survivability of the entire family or community. In other words, it is behaviour that maximises the social welfare function of the entire family or community. A sisterhood ideal can be defined analogously, and group‐enhancing behaviour by family members of both sexes might be termed the brotherhood‐sisterhood ideal. Since this behaviour is learned gradually as the individual matures, it can be described as voluntary in the sense that it is not imposed by a legal authority external to the family.

This case, “vineyard vines and The Brotherhood of the Traveling Pants,” introduces students to a unique partnership in the social media advertising world. Preppy clothing powerhouse vineyard vines had a history of interacting with its customers by featuring user-generated content in its catalogs and on its website and decided to continue this tradition on social media by partnering with a group of fans called The Brotherhood of the Traveling Pants. This successful and authentic social media marketing campaign resulted in increased sales for vineyard vines and influencer status for the members of The Brotherhood. At the end of the campaign, the vineyard vines marketing team is left debating how to grow its social media presence through partnerships. The case has been used as part of a social media marketing course and would be effective in any undergraduate- or graduate-level marketing course.

May 8, 1972 Master and Servant — Redundancy — Redundancy payment — Continuity of employment — Transfer of trade or business — Sale of factory and equipment to new employers — Transfer of labour force — No assignment of goodwill or transfer of customers or benefits of contracts — Whether “trade or business … transferred … to [new employers]” — Contracts of Employment Act, 1963 (c.49), Sch. 1 para. 10(2) — Redundancy Payments Act, 1965 (c.62), s.l(l),(2), Sch. 1 para. 1(1).

Traces the career of the remarkable Asa Philip Randolph, who was many things to many people. He was a tireless crusader for African‐American rights, a strategic manager and planner, a political activist, and a labour leader. Many of the changes he brought about and many of the conditions he created in the above areas continue to shape US culture today. Highlights the contributions he made to US society.