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Access to this document was granted through an Emerald subscription provided by emerald-srm:464745 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This case illustrates the challenges that Pollo Campero, a Guatemalan fast food company, faces when expanding in the US market. The purpose of this paper is to stimulate a discussion about consumer segmentation, competitive strategy and the internationalization of emerging market multinationals. Design/methodology/approach -The case study is based on primary research conducted in conjunction with the company, including interviews with senior management and an ample review of documents. Secondary sources have been used to gather information about the industry, the US market and consumer segments. Findings -The case illustrates that Pollo Campero was initially very successful in the US market because it appealed to consumers of Central American origin. It found it harder to appeal to a broader range of US consumers, who had no emotional attachment to the brand. Originality/value -This is a complex, in-depth case study suitable for use with advanced MBA students and practitioners. Depending on the aims of the instructor, different aspects of the case can be highlighted and it can be used in a competitive strategy class as well as in a corporate strategy class or a strategic marketing course. It can be used in a class focussing on brand, positioning and consumer segmentation, a class on competitive strategy in the fast food industry, or a class on the international strategy of emerging market multinationals.

AbstractShould jumps racing be banned? This paper examines print media coverage of the future of “jumps racing” in 21 Australian newspapers between February 2008 and December 2009, a period of intense debate over its future due to high-profile incidents of horse deaths, campaigning by animal activists, and increased media coverage. In November 2009, Racing Victoria Limited banned jumps racing following the 2010 season but later opened the possibility of jumps racing in 2011 and beyond. The research finds that there is significant variation in support for, and opposition to, jumps racing in different newspapers; that there is sometimes a discrepancy between the perspectives of articles and letters on this issue; and the importance of jumps racing to particular small cities is reflected in the media coverage. While recent events and mounting public pressure may eventually contribute to the demise of steeplechasing and hurdling in Victoria, the termination of horse racing is not a foregone conclusion.