Business Discoveries - July 2024

University of Bristol Business School academics are shaping policy and practice by addressing critical challenges impacting individuals, communities, organisations, and economies. Subscribe to our Business Discoveries newsletter for insights into our interdisciplinary research tackling these pressing issues.

Theatre of the Absurd - Dr Jonatan Sodergren's insights into marketing and consumer culture

Can theatre help us understand the absurdity of marketing and consumer culture? Dr Jonatan Södergren , Lecturer in Marketing at the University of Bristol Business School, explores this question in his latest research.

His study, inspired by the Theatre of the Absurd, identifies four key prompts present in consumer culture: menace, aphasia, parody, and frustration. These prompts create a complex "hall of mirrors" where consumers often find themselves. By examining these absurd conditions, Dr Södergren sheds light on the empty promises of the market and offers a unique perspective on the irrational and emotional facets of consumer behaviour.

Discover how this innovative approach can push the boundaries of marketing theory and enhance our understanding of consumer culture.

Find out more here.

Towards greener hospitals - Dr Gianluca Veronesi's research on climate change mitigation

Dr Gianluca Veronesi’s research explores how hospitals can become more environmentally friendly by adopting green practices. Given their high energy use and waste production, healthcare organisations have a significant carbon footprint. Dr Veronesi’s study looks at how different combinations of green practices can help reduce this impact.

One key finding is that using green energy alone can significantly improve a hospital's environmental performance. However, the study also shows that combining various green practices—like having both energy and waste managers—can lead to even better results.

Why is this important? It suggests that the way hospitals combine these practices matters more than just having one or two green initiatives in place. So, how can hospitals best mix these practices to make a real difference?

Dr Veronesi’s research offers practical insights for hospital managers and policymakers, helping them to design more effective strategies to reduce the environmental impact of healthcare facilities.

Find out more here.

Sunil Tiwari - Optimising supply chains for innovation and profit

Sunil Tiwari 's research reveals a surprising trend: in today’s markets, high-tech Industry 4.0 products often outsell traditional ones, even when priced higher. His findings highlight how certain contract types, like innovative tariffs, fuel even more breakthroughs compared to standard wholesale deals.

Tiwari’s work isn’t just theory—it’s practical advice for any business navigating the complexities of modern supply chains. By making smart contract choices and informed investments, companies can not only boost profits but also lead the charge in innovation. This research underscores the power of blending new technology with traditional products, paving the way for a more competitive and sustainable future.

Curious to learn more about how these insights can transform supply chains?

Find out more here.

Thank you for reading the Business School research newsletter. Feel free to contact us at business-school-marketing@bristol.ac.uk with your feedback or suggestions for future newsletters.

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