There has been considerable interest of late among nonprofit practitioners in market orientation and the extent to which its adoption might be linked to enhanced organisational performance. Preliminary studies have typically employed instruments such as MARKOR to measure market orientation in this setting and found tentative support for the existence of such a link. In this paper it will be argued that these approaches are fundamentally flawed. The market orientation construct represents the operationalisation of the marketing concept in the for-profit sector. Since the concept is defined differently by nonprofit academics and practitioners there is a need to develop a new measure of its operationalisation specifically in this context. A review of the literature suggests that this might best be termed societal orientation.

The strength of student identification to a corporate brand is predicated on awareness, knowledge and experience of a brand. The data revealed three types of corporate brand identification. This reflects different types of student relationships within the three institutions examined. We categorise these as follows: brand member (a contractual/legal relationship with a corporate brand); brand supporter (a trusting corporate brand relationship) and brand owner (an emotional ownership/relationship with the corporate brand). In explaining the above we view the above states in terms of a corporate brand identification management hierarchy which we categorise as legalisation, realisation and, finally, (brand) actualisation. Senior managers should strive for brand actualisation. Research Limitations: The insights from a single, exploratory, case study might not be generalisable. Practical Implications: We conceptualise that a bureaucratic/product management approach is more likely to result in low brand identification (legalisation); that a diplomatic/communications management approach is more likely to result in moderate brand identification (realisation) and finally, that a custodial/brand values and promise management approach is more likely to result in high brand identification (brand actualisation). These categorisations can have a utility in ascertaining the effectiveness of corporate brand management. Originality/value of paper:Examines multiple student identification (towards a University, Business School and a non degree-awarding Overseas Institute).

This article reveals an a priori link between the effective management of corporate brands and the strength of corporate brand identification by customers and stakeholders. The article introduces a model of corporate brand management and corporate brand identification. This research, undertaken within leading business schools, resulted in three propositions: (P1) corporate brand management is analogous to strategic general management and involves nine connate activities-adapting, communicating, embracing, endorsing, investing, leading, maintaining, reflecting, and supporting; (P2) a stakeholder and values approach is more likely to result in there being a strong corporate brand identification on the part of students; (P3) an institutional and functional approach to corporate brand management results in weak/ indifferent corporate brand identification by scholars. The pivotal importance of corporate brands to contemporary organisations and to their policy advisors, are illustrative of the saliency of this study. This inductive study draws on insights from policy makers and scholars in top business schools. This article throws light on why and how general managers should accord importance to corporate brand management. In broader contexts, leading business schools are regarded as repositories of best practice in terms of scholarship in business administration and, in terms of operations, general management per se. As such, this study has an especial significance for general management of corporate brands among contemporary organisations.

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The emergence of tet(X) genes has compromised the clinical use of the last-line antibiotic tigecycline. We identified 322 (1.21%) tet(X) positive samples from 12,829 human microbiome samples distributed in four continents (Asia, Europe, North America and South America) using retrospective data from worldwide. These tet(X) genes were dominated by tet(X2)-like orthologs but we also identified 12 samples carrying novel tet(X) genes, designed tet(X15) and tet(X16), that were resistant to tigecycline. The metagenomic analysis revealed these tet(X) genes distributed in anaerobes dominated by Bacteroidaceae (78.89%) of human-gut origin. The transmission of these tet(X2)-like orthologs between Bacteroidaceae and Riemerella anatipestifer was primarily promoted by the mobile elements ISBf11 and IS4351. tet(X2)-like orthologs was also developed during transmission by mutation to high-level tigecycline resistant determinants tet(X15) and tet(X16). Further tracing these tet(X) in single bacterial isolate from public repository indicated that tet(X) genes were present as early as 1960s in R. anatipestifer that was the primary tet(X) carrier at early stage (before 2000). The tet(X2) and non-tet(X2) orthologs were primarily distributed in humans and food animals respectively, and non-tet(X2) were dominated by tet(X3) and tet(X4). Genomic comparison indicated these tet(X) genes were likely to be generated during tet(X) transmission between Flavobacteriaceae and E. coli/Acinetobacter spp.., and ISCR2 played a key role in the transmission. These results suggest R. anatipestifer was the potential ancestral source of tet(X) gene. Additionally, Bacteroidaceae of human-gut origin was an important hidden reservoir and mutational incubator for the mobile tet(X) genes that enabled spread to facultative anaerobes and aerobes.