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- Seminars held between October 2010 & November 2017 → PAST SEMINARS
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| RECENT SEMINARS |
“Victimhood as a Currency: Observing Abusive Consumption Mobilizes Support for Misused Objects and Brands”
by Evrim de Groot
Glion Institute
Place: MA-330
Abstract
Social media platforms increasingly feature bizarre and extreme consumption practices, where branded goods and various objects are conspicuously destroyed, wasted, or used in manners that deviate from their intended purpose. This paper conceptualizes this phenomenon as abusive consumption and delineates it from related constructs in existing literature through a qualitative study. Subsequently, five experiments examine the effects that abusive consumption has on observers. Results show that observers of abusive consumption perceive it as harm inflicted on a morally worthy entity, eliciting moral anger. This moral anger, in turn, leads consumers to engage in compensatory acts for the object/brand being misused, such as using supportive hashtags or expressing increased purchase intention for the object/brand being misused by the actor. These effects attenuate when the object/brand is perceived as less worthy of protection or as complicit in the abusive act (e.g., a brand sponsoring a video in which its product is destroyed). This research is the first to conceptualize abusive consumption and to provide evidence for its downstream effects on brands, with important implications for marketing management
Bio
Evrim de Groot is an Assistant Professor of Luxury Business Management at the Glion Institute of Higher Education. She holds a PhD in Management from HEC Lausanne, where she delivered guest lectures in luxury marketing and worked as a doctoral researcher in the Department of Marketing before joining Glion. She received her bachelor’s degree in Psychology from Bilkent University and her master’s degree in Psychology from Lund University. Her research examines emerging forms of luxury and alternative status signals, particularly how luxury evolves in response to socio-economic change. Her work has been supported by the Swiss National Science Foundation and the HEC Lausanne Research Fund. At Glion, she teaches in the Specialization in Luxury Brand Strategy.
“Operational Transparency in Zero Waste Management”
by Atalay Atasu
INSEAD
Place: MA-330
Abstract
This seminar will focus on an applied research project involving an entrepreneurial novel circular business model, referred to as zero-waste management. We will provide the details of a field experiment that took place in a Greek island in the Aegean, where the onus of waste management was shared between the entrepreneurial firm and island residents and led to exceptional waste management outcomes. The field experiment has leveraged a Virtual Reality (VR) based intervention to identify conditions leading to higher resident engagement in zero waste initiatives and allowed the authors (Ertekin, Atasu, Chattopadhyay and Van Wassenhove) to obtain critical insights as to how extreme levels of circularity can be achieved by adopting an ecosystem perspective.
Bio
Bianca and James Pitt Chair and Professor of Technology and Operations Management at INSEAD, Atalay Atasu (PhD INSEAD, 2007) focuses on sustainable operations management in his research. His publications appeared in Management Science, Manufacturing and Service Operations Management, Production and Operations Management and Journal of Industrial Ecology. He also publishes in practitioner outlets such as Harvard Business Review, Sloan Management Review and California Management Review. Atalay’s research has received several research awards, including the Wickham Skinner Best Paper Award (winner 2007, runner up 2014), Wickham Skinner Early Career Research Award (2012), Paul Kleindorfer Award in Sustainability (2013), MSOM Responsible Research Award (2019) and MSOM Best OM Paper Award (2021). His research on circularity has been recognized by Harvard Business Review as a McKinsey Best Article Award finalist in 2022. Atalay served as president of the Manufacturing and Service Operations Society and as Department Editor for POMS. He is currently an Associate/Senior Editor for Management Science and POMS and a department editor at MSOM. Atalay co-founded and co-directs the INSEAD Business Sustainability Programme and the INSEAD Sustainable Business Initiative.
