Bøger udgivet af deGruyter Boston

Boeing Max 737's twin crashes, Volkswagen's Dieselgate scandal, worms in Cadbury's chocolates, cyanide in Tylenol, the #MeToo movement... In the past 24-48 hours, chances are you have read about a brand believed to have transgressed in some part of the world. These and other transgressions - real or perceived - plague company brands and, as in the case of the #MeToo movement, human brands, routinely and globally. And they often come with serious consequences: consumer injury, billions of dollars in recovery and restitution, legal nightmares, bankruptcy, and damage to the brand. Despite their universal prevalence, negative outcomes, and the justified media frenzy around their occurrence, in-depth, thorough, and critical reflections on brand transgressions are scarce. Consequently, barring the lens of some quick-fix solution, managers lack a precise understanding of how to handle such potentially explosive situations. Managing Brand Transgressions: 8 Principles to Transform Your Brand presents over 25 case studies of brands like Boeing, Cadbury, Dolce & Gabbana, Fox News, Maggi, Starbucks, Stoli Vodka, and Tylenol in countries such as USA, China, India, UK, Germany, Italy, Japan, and Latvia. Through these real-life stories, the book captures a snapshot of approximately 50 years of company responses to crises - some successful, some not - caused by brand transgressions. Most importantly, it provides managers with a roadmap of eight principles that companies must use to turn transgressions into opportunities and transform their brands from inside out. Thoroughly researched, gripping, and provocative, this book can guide a brand not only through its crisis but prevent it from becoming a dinosaur.

Babylonian medicine is the most important corpus of ancient medicine prior to the Greeks. This volume provides a comprehensive picture of how gasrtrointestinal illness, jaundice and related fevers, as well as diarrhea were treated in ancient Mesopotamia. The editions include transliterations, straightforward translations and essential commentary, and are divided into three main sections: the standard corpus for the treatment of gastrointestinal illness in Royal Library in Nineveh (otherwise known as the sualu subcorpus), the related group of texts that attribute intestinal disturbances to malevolent ghosts and a third group of texts focused on diarrhea. In addition to the standard compendia, isolated precursor texts, which were incorporated into these compendia, are included here in appendices. This volume provides an overarching picture of the entire field of gastrointestinal illnesses and related conditions in ancient Mesopotamia.

Das vorliegende Buch kreist um die Frage, was passiert, wenn man einen Text immer auch als Objekt denkt und begreift. Gleich einem Kaleidoskop wird das Thema durch vier Einzelstudien erschlossen. Bei der Diskussion der Gestaltung von Tontafeln wird auch deren Behandlung in der Fachliteratur berücksichtigt. Bildliche Darstellungen und akkadische Begriffe für Schriftzeugnisse und Griffel werden beschrieben und analysiert. Die Bibliothek Assurbanipals dient als Beispiel für den Zusammenhang von einem spezifischen Erscheinungsbild und dessen soziokulturellen Kontext. Zugleich wird auch die Rolle dieser Sammlung in Untersuchungen zu Bibliotheken und dem "stream of tradition" dargelegt. Nicht nur Keilschrift war im 1. Jahrtausend v. Chr. in Gebrauch, sodass Mehrschriftigkeit Inhalt eines eigenen Kapitels ist. Es wird ein Überblick zur Schreibkultur des 1. Jahrtausends v. Chr. geboten, wobei auch forschungs- und fachgeschichtliche Ansätze und Diskurse verhandelt sowie neue Vorgehensweisen vorgeschlagen und Perspektiven eröffnet werden.