This article brings together theories of institutional logics and the exploration of the lives of tweens in Pakistan to understand how emerging consumption practices fit within Pakistani children’s daily lives, and how institutional complexity that includes the dominance of religion under Pakistani Islamization is negotiated to separate and maintain the differences between them. We identify resolutions to asymmetrical institutional complexity in the consumption of character T-shirts: spatial–temporal practices, visual practices, symbolic substitution practices and single logic practices. We contribute to an understanding of how consumption happens in an Eastern Muslim culture, and how multiple institutional logics shape the consumption practices of children, by articulating how halal consumption practices, far from being essentialist, or presented as market segmentation, form from negotiations and reflections at the boundaries where Islam and Market logics meet.
Subject area Marketing. Study level/applicability The case can be used in final year undergraduate and graduate level marketing courses in Services Marketing, Marketing Management and Brand Management. Case overview Meg Lyons, the Vice President of AIESEC Pakistan's Talent Management and Local Committee Development, has relaunched the Experience Pakistan – a brand designed to develop a positive identity for Pakistan in the AIESEC world in order to have positive growth in the absolute exchange numbers for AIESEC Pakistan. AIESEC's philosophy is to nurture youth and develop them as leaders; all leadership positions in AIESEC are therefore held by individuals for only a year. This being the biggest and an unavoidable problem, Meg has to come up with a way of further developing and strengthening the Experience Pakistan brand. Expected learning outcomes The case requires the students to suggest a viable action plan for positioning Experience Pakistan and devising the implementation strategy. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject area This case has been written after extensive field research. It is designed specifically for the International Marketing course. However, it can be used in Brand Management, Consumer Behavior and Marketing Management courses as well. Study level/applicability Final-year BBA students or first-year MBA students. Case overview Although introduced in Pakistan in 1999, Veet, a personal hygiene brand, has failed to realize its potential even after a decade. Pakistan is a conservative society and women feel embarrassed buying hair-removing creams. Humayun Farooq, the new brand manager, is at a crossroad; he believes in giving the brand a bold take-off by using fashion as a platform, whereas both top management and his assistant brand manager are skeptical of his proposition, as they see it as risky. His decision is critical, as there is pressure to strike a balance between global standardization and local cultural norms. Expected learning outcomes The students will be able to: understand how global brands need to conceptualize and implement local brand strategies, given the different market challenges; and apply key theoretical concepts in International Marketing such as cultural product adaptation. Supplementary materials Instructors must ask the students to study the following before discussing the case in class. For the on-air 2009 advertisement of Veet in Pakistan, visit: www.youtube.com/watch?v=8Va9bA-ebqE. Although the case sheds light on the relevant Pakistani cultural and religious norms, students may further research and study the Pakistani culture. Nijssen, E.J. and Douglas, S.P. (2011). “World World-mindedness and attitudes toward product positioning in advertising: an examination of global versus foreign versus local positioning”, Journal of International Marketing, Vol. 19 No. 3, pp. 113-133. Shivkumar, H. (2006), Managing global brand advertising, World Advertising Research Centre. Subject code CSS 8: Marketing
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