Appreciating failure and success to help nations unite
Publication date: 19 October 2023
Issue publication date: 1 April 2024
Abstract
Research methodology
The author employed a five-step approach: Data (e.g., qualitative primary and secondary data) collection (about a major project at the examined organisation), Critical thinking (in order to determine the dilemma), Setting learning objectives (e.g., with respect to the Bloom's taxonomy), Testing (in order to confirm the teaching plan) (e.g., with research assistants and doctoral candidates), and Ensuring clarity (e.g., especially for the case narrative).
Case overview/synopsis
The site manager at a UNESCO World Heritage Site by the name Ephesus in Türkiye (Turkey) was considering who would update the site management plan. UNESCO was regularly asking for updates. Would site management outsource the management plan from a firm? For example, the site management had had an outside firm develop the management plan and Ephesus had become a UNESCO World Heritage Site. Otherwise, would the site management rely on their own experience this time? Was there another way?
Complexity academic level
The educators could use the case study to introduce graduate students to “the value conception” in “marketing management” courses and to “the social exchange school of thought” in “marketing theory” courses. The learning objectives develop over the tension between owning and outsourcing main responsibilities of a scientific field as well as the tension between claims and objective evaluations. “The value conception” in “the social exchange school of thought” could improve planning in favour of humanity in a way that the United Nations could recognise (e.g., “value-based planning”). Corresponding discussions motivate a main question about the future: What is marketing for?
Keywords
Acknowledgements
This piece is part of a scientific research project that the author independently managed at The Republic of Türkiye (Turkey) Ministry of Culture and Tourism. The central protagonist: Cengiz Topal (also provided primary and secondary data), Martin Steskal and Margaret Gowen: Provided primary data. Participants of the test sessions: Sevi Baloğlu Sevinç, Tyran Grillo, Ebru Çil, Hümeyra Nur Hatipoğlu, The owner of Plates E1 and E6: Ephesus Museum, The owner of Plates E2, 4 and 5: İzmir Provincial Directorate of Culture and Tourism, The owner of Plate E3: Austrian Archaeological Institute, With special thanks to The CASE Journal, Emerald Publishing, Vicki Cottrell, and Gabi Hart (Rundle).
Author note: The author dedicates this piece to his older brother who has thought of “an integration of philosophy and computer science”.
Since acceptance of this article, the author has updated their affiliation: Bilgehan Bozkurt has an independent status.
Disclaimer. This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.
Citation
Bozkurt, B. (2024), "Appreciating failure and success to help nations unite", , Vol. 20 No. 3, pp. 583-603. https://doi.org/10.1108/TCJ-06-2022-0116
Publisher
:Emerald Publishing Limited
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