“…Tajfel and Turner (1986) use the example of the 1960s Black is beautiful movement, in which the attribute (skin colour) was still the same, but the connotation generally associated with Afro-Americans was reversed; -(c) selecting the groups to which the in-group will be compared, to exclude groups whose social status is too high. In a firm where marketing carries high status, buyers can compare themselves to a different group with lower social status, such as management controllers (Sebti et al, 2015). This approach, based on social identity theory (Tajfel & Turner 1979, 1986, can be used to analyse use of control systems in intergroup conflicts from a fresh angle (Sebti et al, 2015).…”