title: The marketing of ideas

authors: Major, Suzette

abstract: This thesis explores ideas as a type of product. Specifically, it investigates the thesis that the marketing of ideas is a demonstrably unique sub-field of the marketing discipline. Ideas marketing literature provides limited theoretical grounding from which to answer this question. Therefore, an understanding of ideas was sought by studying those who work with idea offerings on a daily basis. Three organisations involved in marketing ideas were investigated: The Health Funding Authority, marketing the idea of non-discrimination against people with mental illness; the Peace Foundation, marketing the idea of peace; and a Buddhist Meditation Centre in relation to marketing Buddhism. A fourteen-month study, drawing on a range of ethnographic techniques from participant observation to one-on-one interviews, was conducted with these three case organisations. The findings reveal eleven themes regarding idea offerings. These themes are analysed in order to establish the conceptual domain of ideas. This conceptual domain can be summarised through five descriptors: immateriality, interminability, omnipresence, transferability and Weltanschauung. Each of these characteristics is considered relative to goods, services and social products. In so doing, the distinctiveness of ideas is demonstrated. The five characteristics of ideas form the basis for establishing the marketing of ideas as a unique sub-field of the marketing discipline. The contribution of this thesis for the marketing discipline is both conceptual and theoretical. This research highlights the need to distinguish idea offerings semantically from ideas that are connected to other aspects of marketing activities. The research findings also raise questions about the applicability of some marketing theory to ideas, in particular the exchange paradigm. The mix of incongruity and applicability of marketing theory in the context of ideas imply ideas are situated on the edge of marketing’s domain.

text: The marketing of ideas This thesis explores ideas as a type of product. Specifically, it investigates the thesis that the marketing of ideas is a demonstrably unique sub-field of the marketing discipline. Ideas marketing literature provides limited theoretical grounding from which to answer this question. Therefore, an understanding of ideas was sought by studying those who work with idea offerings on a daily basis. Three organisations involved in marketing ideas were investigated: The Health Funding Authority, marketing the idea of non-discrimination against people with mental illness; the Peace Foundation, marketing the idea of peace; and a Buddhist Meditation Centre in relation to marketing Buddhism. A fourteen-month study, drawing on a range of ethnographic techniques from participant observation to one-on-one interviews, was conducted with these three case organisations. The findings reveal eleven themes regarding idea offerings. These themes are analysed in order to establish the conceptual domain of ideas. This conceptual domain can be summarised through five descriptors: immateriality, interminability, omnipresence, transferability and Weltanschauung. Each of these characteristics is considered relative to goods, services and social products. In so doing, the distinctiveness of ideas is demonstrated. The five characteristics of ideas form the basis for establishing the marketing of ideas as a unique sub-field of the marketing discipline. The contribution of this thesis for the marketing discipline is both conceptual and theoretical. This research highlights the need to distinguish idea offerings semantically from ideas that are connected to other aspects of marketing activities. The research findings also raise questions about the applicability of some marketing theory to ideas, in particular the exchange paradigm. The mix of incongruity and applicability of marketing theory in the context of ideas imply ideas are situated on the edge of marketing’s domain.

year: 2003

title: Recent changes to conservation of New Zealand’s native biodiversity

authors: Jay, Grace Mairi M.

subjects: biodiversity

abstract: This paper presents some observations about recent changes to conservation in New Zealand.  It is influenced by practical experience over the past 15 years, first as conservation planner employed by the Department of Conservation, then as an environmentalist involved in community conservation projects.  It looks at the development of public-private partnerships in conservation action over the past fifteen years. These changes point to the configuration of new landscapes although the diverse and uncoordinated nature of many contemporary initiatives suggest that future biological communities will comprise a diversity of hybrid mixes from predominantly native to fully non-native species.

text: Recent changes to conservation of New Zealand’s native biodiversity This paper presents some observations about recent changes to conservation in New Zealand.  It is influenced by practical experience over the past 15 years, first as conservation planner employed by the Department of Conservation, then as an environmentalist involved in community conservation projects.  It looks at the development of public-private partnerships in conservation action over the past fifteen years. These changes point to the configuration of new landscapes although the diverse and uncoordinated nature of many contemporary initiatives suggest that future biological communities will comprise a diversity of hybrid mixes from predominantly native to fully non-native species.

year: 2005

title: Restoring the flow: Challenging the existing management frameworks to integrate Mātauranga Māori

authors: Hall, Tredegar Rangiātea

subjects: tangata whenua water management

abstract: Within the context of the current regimes of fresh water management in Aotearoa, this thesis is an exploration of the significance of freshwater to Māori; our rangatiratanga, Treaty rights and ownership. The Māori world view and the way this relates to fresh water is described and contrasted with the principles and practices of water management in the contemporary neo-liberal governance structures of this country. The impacts of the commodification of water through ownership rights, the limited monitoring capacity and the inability to provide a governance structure that will work across diverse environments are seen to threaten the sustainability of a critical part of our environment. The primary focus of on this research is on the relationship between the exclusion of tangata whenua from decision making in resource management and the degradation of the environment.
 
The thesis comments on the development of resource management legislation and actions of the state in Aotearoa, and uses post-colonial theory as a starting point to document the subordinate relationship of Māori within contemporary governance. This has privileged mono-cultural and neoliberal forms of water management that has scarred Papatūānuku and threatens human sustainability into the future.
    
The recent co-management agreement for the Waikato River is the specific case study against which a recent effort to reduce the alienation of Māori is viewed. A kaupapa Māori methodology is used to acquire and understand the importance of mātauranga Māori/ Traditional Ecological Knowledge (TEK) and what is required for these principles to enhance water management practices within the case study area. The original contribution of the work is drawn from interviews conducted with Māori and others who are involved in or informed by the commitment to explore co-management sustainable management options. These views are woven into a substantial and interpretative commentary on the role of Māori in future water governance.

The thesis argues that the best way to enhance water management and environmental protection is by inducing a planning paradigm shift where tangata whenua are given greater influence in environmental decision making that resembles an equal Treaty of Waitangi partnership, where the ethic of kaitiakitanga is empowered. Such a strategy would allow decision making regarding water and environmental management to be more focused on what is best for the resource and its survival rather than what most cost effective for some owners of water rights. Encouraging the acceptance of mātauranga Māori and incorporating more efficient and sustainable innovative technologies can restore the mauri of water in our place.

text: Restoring the flow: Challenging the existing management frameworks to integrate Mātauranga Māori Within the context of the current regimes of fresh water management in Aotearoa, this thesis is an exploration of the significance of freshwater to Māori; our rangatiratanga, Treaty rights and ownership. The Māori world view and the way this relates to fresh water is described and contrasted with the principles and practices of water management in the contemporary neo-liberal governance structures of this country. The impacts of the commodification of water through ownership rights, the limited monitoring capacity and the inability to provide a governance structure that will work across diverse environments are seen to threaten the sustainability of a critical part of our environment. The primary focus of on this research is on the relationship between the exclusion of tangata whenua from decision making in resource management and the degradation of the environment.
 
The thesis comments on the development of resource management legislation and actions of the state in Aotearoa, and uses post-colonial theory as a starting point to document the subordinate relationship of Māori within contemporary governance. This has privileged mono-cultural and neoliberal forms of water management that has scarred Papatūānuku and threatens human sustainability into the future.
    
The recent co-management agreement for the Waikato River is the specific case study against which a recent effort to reduce the alienation of Māori is viewed. A kaupapa Māori methodology is used to acquire and understand the importance of mātauranga Māori/ Traditional Ecological Knowledge (TEK) and what is required for these principles to enhance water management practices within the case study area. The original contribution of the work is drawn from interviews conducted with Māori and others who are involved in or informed by the commitment to explore co-management sustainable management options. These views are woven into a substantial and interpretative commentary on the role of Māori in future water governance.

The thesis argues that the best way to enhance water management and environmental protection is by inducing a planning paradigm shift where tangata whenua are given greater influence in environmental decision making that resembles an equal Treaty of Waitangi partnership, where the ethic of kaitiakitanga is empowered. Such a strategy would allow decision making regarding water and environmental management to be more focused on what is best for the resource and its survival rather than what most cost effective for some owners of water rights. Encouraging the acceptance of mātauranga Māori and incorporating more efficient and sustainable innovative technologies can restore the mauri of water in our place.

year: 2012