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The purpose of this paper is to craft a new perspective on how we can view public relations that reflects important trends emerging in the field including digital media, storytelling, engagement and co-creation of meaning. Transmedia storytelling (an idea with some ties to public relations) and narrative transportation theory are synthesized to form the transmedia narrative transportation (TNT) approach to public relations. The paper details the development of the TNT approach and how it can be applied to public relations initiatives.

The approach is a literature review to inform the creation of the TNT approach. A case study is used to illustrate the TNT approach.

An innovative approach to conceptualizing and creating public relations initiatives is developed, explained and illustrated.

The paper examines only one case to illustrate the TNT approach.

The TNT approach develops a new perspective for public relations for developing and executing public relations initiatives. Transmedia storytelling has already been connected to the practice and TNT builds a more comprehensive approach for understanding its value to public relations.

There has been a limited application of transmedia storytelling to public relations. This paper synthesizes transmedia storytelling with narrative transportation theory to develop a theory-driven, new approach for public relations thinking. The TNT approach is a unique fusion of ideas that can bring an innovative approach to the practice of public relations that captures four emerging trends that are shaping the practice.

The death of John F. Kennedy (JFK) was one of the most remarkable facts of the second half of the twentieth century. Not surprisingly, it was reflected numerous times in popular culture, including in popular music. In this chapter, I discuss songs published in the 1963–1968 period in which the image of JFK was represented as an idea, a cultural motif or a political myth created, transformed and maintained by artistic means. In song lyrics, a real person (who was a genuinely influential politician) was portrayed as a person who acquired a certain mythical status, stemming from JFK's charismatic features and augmented by his tragic death. Thus, separate from the real political career as the president, JFK serves as a kind of mythological structure used by several artists to generate meanings and mirror cultural iconography present in American culture.

The retailing industry has provided significant entrepreneurial opportunities that are growing even greater with the development of electronic retailing. Sales by electronic retail entrepreneurs have substantial growth potential. However, the growth of electronic retailing depends on whether or not electronic retailers provide superior benefits over existing retail formats. Some critical resources needed to successfully sell merchandise and services electronically are: (1) strong brand name and image, (2) customer information, (3) complementary merchandise and services, (4) unique merchandise, (5) presentation of information on web pages, and (6) distribution system to efficiently ship merchandise to homes and receive return. The long-term prospective for electronic retail entrepreneurs rests on their ability to exploit their advantages in designing web sites and collecting information about their visitors and the degree to which they can develop critical resources in brand name recognition and distribution systems.

The purpose of this paper is to argue that the Jewish religious concept “Tikkun Olam” is a source of practical management wisdom. “Tikkun Olam” combines with the diaspora and the state of Israel's specific political and economic contexts to provide Jewish people with an important driver and legitimization tool to change the world for the better. Since science and technology innovation has become a powerful tool to impact on today's world, “Tikkun Olam” builds on this profane channel for its present expression and supports the involvement of Jewish people in this matter.

To substantiate this view, the author analyzes the historical trajectories of the state of Israel and the Jewish diaspora. Some evidence is provided to highlight their specific dynamics and assets for knowledge creation, accumulation and transfer. Drawing on the academic literature, the author discusses what could be Jewish specificities on that matter compared with other nations and diasporas.

This work shows how a religious ethos can permeate profane life with great efficiency and act as practical management wisdom. While Weber and Sombart point to religious ethoses to explain the emergence of capitalism, the author highlights how “Tikkun Olam” provides Jewish people with an incentive to not accept the world as it is and to engage in its transformation. Sympathetic to a Schumpeter creative destruction attitude, Jewish people are able to leverage their context and their critical knowledge training in a science and technology innovation‐based entrepreneurial drive.

The paper establishes a link between a religious concept and science and technology innovation. Besides discussing existing works on diaspora‐specific contexts and their role in entrepreneurship and innovation, it explains how and why a set of specific values helps a diaspora leverage science and technology potential. In an era of globalized knowledge and increasing population mobility, it reminds policy makers, religious authorities and designers of management curricula that contexts and values are both sides of a transformative coin that links potential to reality. It may help them put educational emphasis on the responsibility to consider the world not only as it is, but also as it should be.

The purpose of this paper is to rethink the historical emergence of relationship marketing using the work of an early economics writer.

The approach of the paper is a historical review.

It is demonstrated that Eddy's major publication, The New Competition, articulates an argument central to relationship marketing, in terms of the value accorded to inter‐firm relationships. In doing so, this paper extends the work of Keep et al. on relationship marketing and Hollander's own reflection on the nature of competition.

Commensurate with studies that explore the “dark‐side” of relationship marketing, this paper shows how close organizational relations do not necessarily increase the efficiency of the market.

This paper undermines the argument that relationship marketing emerged in the 1970s. It thereby adds further weight to the idea that relationship marketing is not a new paradigm in marketing theory or business practice.