Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing content provides us with managerial strategies applicable to luxury brands in general. The authors emphasize how luxury brands deal with co-created brand images compared to mainstream brands. Findings Storygiving enables consumers to share their personal experiences through narratives and provides contextualized connections among community members through shared experiences. One successful example of storygiving is Tiffany & Co.’s ‘What Makes Love True’ campaign. Research limitations/implications Only one luxury brand was used in this case study of online co-creation and storygiving. Further research, especially comparative case studies, would expand understanding of brand image management in the age of social media and consumer empowerment. Practical implications This paper presents a strategic guideline for luxury brand managers highlighting a customer-centric insight into ways luxury brands can develop marketing strategies incorporating co-creation. Originality/value To differentiate it from storytelling, the co-creation of brand stories through consumer-generated content is known as storygiving. The use of social media marketing in the process of storygiving is a powerful tool for luxury brands. The changed narrative from the brand’s point of view to that of the brand’s community is a major point made in this research.

Purpose This paper aims to argue for a need for a paradigm shift in business education that would move the focus of curriculum away from profit maximization at all costs to incorporation of principles of sustainability. Design/methodology/approach This is a conceptual paper that argues for a major shift in business education, one that not only incorporates diversity and interdisciplinarity and integrative learning at its core, but also does not superficially conflate sustainability with corporate social responsibility and/or business ethics. Findings This paper discusses the broader concepts of diversity, integrative learning and interdisciplinarity related to curriculum design and several approaches for integrating a broadened definition of sustainability through business school curricula and pedagogy. Research limitations/implications The paper only discusses a few of the many factors that are needed for the argued need for change in business school curriculum. Social implications It is important to educate future managers with consciousness of sustainability not only for the sake of the communities of today and future generations but also for corporations to stay sustainable in the future when some of the natural resources they use today will be much scarcer. Originality/value A typical business school in the twenty-first century is not educating future managers and entrepreneurs for the realities of a business life today, let alone getting them ready for the world of tomorrow in which obtaining resources and addressing supply chain and waste management issues will be remarkably different. Therefore, it has become imperative for business schools to start a paradigm shift that moves the focus of business school education away from the historical one of profit-maximization toward one that has sustainability at its core.

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How can brands adopt institutional work towards establishing themselves in a highly contested market? Defining contested markets as fields in which the plural logics of the market are in tension with each other and/or with societal level logics, our research explores the institutional work of one pioneer brand – MedMen – in the legal cannabis market in the United States. Analysis of MedMen's marketing communication campaigns and corporate press releases between 2018 and 2020 reveal vesting, mimicry, and constructing consumer identities as the main types of institutional work the brand has adopted. Our findings inform extant research on market dynamics by documenting the types of institutional work brands can strategically adopt to establish themselves in contested markets.

Country-of-origin (COO) research cites the influence of country-level actions on consumers’ attitudes but does not specify how such actions might influence the COO image, particularly in a climate change context. However, various countries adopt different climate change actions, with notable potential implications for products associated with the nations’ images; therefore, it is vital to understand the relationship between climate change actions and consumers’ attitudes toward their country. This study, which solicits responses from 1,389 consumers in France, Morocco, and the United States, investigates whether and how climate change actions influence each COO image and consumers’ attitudes toward it, which vary with consumers’ level of climate change concern. Such climate change actions also exert distinct effects that are moderated by the cultural context. Therefore, this study extends the COO literature to a climate change context and provides relevant implications for policy makers and marketing managers aiming to improve their COO image.