This essay presents an anthropological approach to embodied skills in brand rituals. In an ethnographic account of an everyday domestic practice of men’s shaving, this essay argues that men who apply skill to ritualized shaving practices evoke particular sensorial dimensions that elicit certain memories and ideals that situate time and place differently for them. Rather than evaluate ritual semiotically for its signs and symbols, this study “brings into being” (Ingold 2013) skilled human activity with branded material in ritual as it explores sensory awareness and environmental-temporal consumer perceptions of time and place. As such, this essay examines the less obvious and less frequently addressed issue of time and place as they occur in embodied practices of everyday consumption. The human body is suggested as a particular consumption site for applying skillful embodiment and a new conception of ritual.

This paper broadly addresses the development of optimal marketing budget allocating among firms in the Russian market and applies methodologies produced by the contemporary marketing practices (CMP) project (New Zealand, the university of Auckland). From that project, it would seem that there are two separate paradigms that distinguish modern firms, namely a transactional approach and a relational approach. In a transactional type, the marketing campaign depends entirely upon closing the sale, based on a marketing miх or 4P conception. Relational marketing is based, rather, on a long term relationships with the customer, and it is generally typical of B2B markets where a limited number of companies try to develop customer’s loyalty due to the strong competition. Using marketing practices according to these two paradigms in Russia as an emerging market, however, reveals a difficulty in determining how to apply the CMP method to businesses: how is firm efficiency in these markets associated with one paradigm or the other? Is the situation in Russia typical for transition or emerging markets, or is it closer to that of advanced market economies, and which patterns in marketing practices do companies from different financial level prefer? Finally, how can firms use this approach to optimize marketing resources allocation? These questions were not resolved by the CMP project, yet they are critical for understanding the evolution of firms in transition countries such as Russia. The theoretical understanding in the literature shows a general cross-country relationship between marketing practices and firm efficiency. It is generally admitted that marketing creates value for a company, e.g. by analyzing customer database, selecting profitable clients segments, activities of the company, choosing an appropriate business model and strategic direction of the company. These are some of the most prominent reasons why marketing and company’s revenues are closely connected (Doyle, 2000; Rust et.al. 2004). The literature on marketing practices additionally identifies several regularities for developed and emerging markets: 1. Increased effectiveness can be achieved primarily by using database technology: switch marketing attention from markets to customers (individuals) and analyze clients flow. (Sheth and Sisodia, 2002; Rust and Chung, 2006) 2. Markets should be aimed not only at the customer acquisition but also at the customer retention. (Sheth and Sisodia, 2002) 3. Marketing is mostly characterized by delayed effect in time, implying companies should relate marketing activities with longer term effects (Dekimpe, Hanssens, 1995). 4. The consumer-company interrelation influence on the cumulative level of the marketing assets of the company. (Reinartz and Kumar, 2002)

Luxury brands embed meanings in advertising and encourage brand/category ritualistic behavior (Johar, Holbrook, & Stern, 2001; Otnes & Scott 1996). The ritualization of a luxury brands, such as champagne, is important because rituals encourage transformation and status attainment (Driver, 1991; Otnes & Scott, 1996). Yet, do all luxury consumers interpret the rituals communicated in advertising similarly? We consider Collins (2004) Interaction Ritual Theory (IRT) to examine how advertised rituals transform consumption practices of luxury products. We used a hermeneutic phenomenological research method (Langdridge, 2007), collecting data (interviews and photos) from 18 informants (Atkinson & Flint, 2001) using a two-tier collection strategy (see Ziller, 1990). After informants provided images of champagne (see Collier & Collier, 1986; Heisley & Levy, 1991), semi-structure interviews were conducted. The questions related to topics such as champagne sharing, ritual influence, image descriptions, and personal consumption. The data were analyzed using a grounded theory approach (Glaser, 1978), inductively coded based on IRT’s conditions. A thematic analysis of the images was also conducted (Fereday & Muir-Cochrane, 2006) as was an iterative analysis of the transcripts. The researchers separately and then together analyzed the images and transcripts to determine similarities, understandings, and interpretations of emergent themes. Consistent with taste regimes literature (Arsel & Bean, 2013), we find champagne consumption is also practiced and ritualized according to two types of regimes. Within an open regime, informants experience champagne as a medium for engaging with limited individuals, with the product as the kernel of the experience. The open regime is a negotiated (beyond what is advertised) ritual that can be explored and extended. Alternatively, a closed regime represents a more stagnant system of social interaction, emerging as a product of the situation, often a celebration (as typically advertised). Those practicing a closed regime banalize the ritual, have hegemonic discourses related to product, and have more difficulty naming brands. Consumer’s luxury brand expectations, including rituals, are often interpreted through advertising and brand-created communications. Understanding how consumers integrate brand messages into rituals with the products and brands as well as the brand role in rituals is important. While it can be hard for brands to know their target customers’ ritual regime, brands may choose varied communications approaches to reach both consumer types. Either way, consumer expectations of open regimes are likely built through advertising, while closed regimes are built through special events and intensive distribution strategies.

본 연구는 인적자원관행의 보편적 접근법을 토대로 하여 인적자원관행이 기업성과에 미치는 영향과 IMF 이후 비정규직비율이 급격하게 증가하면서 고용불안을 야기하는 현 상황에서 달라진 고용형태, 즉 비정규직 비중이 인적자원관행과 기업성과 간 관계에 미치는 조절효과를 분석하는데 초점을 두고 있다. 분석 결과, 성과배분보상과 고용안정협약은 주관적 재무성과와 유의한 관계를 미치는 것으로 나타났다. 그러나 고용안정협약은 가설과 달리 주관적 재무성과에 부정적 영향을 미치는 것으로 나타났다. 노동생산성에 대해서는 성과배분보상, 직무분석 실시와 종업원 참여가 유의한 정(+)의 영향을 미치는 것으로 나타났다 인적자원관행과 기업성과에 대한 비정규직비율의 조절효과를 실증 분석한 결과, 비정규직 비율 이 높을 경우 공식훈련제도, 직무분석, 종업원 참여와 같은 전략적 인적자원관행의 중요성이 더욱 크다는 것을 알 수 있었다. 즉, 비정규직비율이 높을 경우 종업원에 대한 공식훈련이 더욱 필요하고 직무분석 실 시와 종업원의 경영계획에 대한 의견을 반영하는 노력이 기업성과에 긍정적인 효과를 주는 것으로 확인 되었다. 본 연구는 보편적인 인적자원관행이라고 여겨졌으나 기업을 둘러싸고 있는 여러 상황이 변화함 에 따라 모범사례(best practice)라고 여겼던 일부 인적자원관행이 현 기업 상황에 맞지 않을 수 있다는 점과 비정규직 비율이 높을 경우 보편적인 인적자원관행(human resource practices)의 실시는 더욱 더 중요한 시스템이라는 점을 시사하고 있다. 연구 결과를 토대로 연구의 한계점과 향후 연구방향에 대해 논의하였다.

본 연구는 학교급식위생에 중요한 역할을 하는 조리종사자의 위생관리수행도에 도움이 될 수 있는 기초위생자료 제공을 위해 급식소의 일반사항, 위생교육에 대한 조리종사자의 태도, 그리고 위생관리수행수준의 관계를 규명하였다. 경남지역에 소재하고 있는 초ㆍ중ㆍ고등학교급식소 23곳의 조리종사자 185명을 대상으로 데이터를 수집하고 분석한 결과, 급식운영형태에서는 직영보다 위탁이 위생관리 수행수준이 더 높게 나타났으며, 하루제공 끼니수 에서는 1식이 2식, 3식을 하는 집단보다 위생관리 수행수준이 더 높은 것을 알 수 있었다. 조리종사자의 위생교육 태도에 따른 위생관리 수행수준 차이를 살펴본 결과,위생교육에 대한 태도가 좋을수록 위생관리 수행도가 높아짐을 알 수 있었다. 본 연구의 결과로부터 급식소의 일반사항과 학교 조리종사자의 위생교육에 대한 태도는 위생관리 수행수준을 결정하는 중요한 요인임이 밝혀졌다.

In the industrial accident that occurred in the recent contract type of business or establishment (including subcontractor) employers and contractors who demand among employers, would be liable to have a proper discussion on how to prevent industrial accidents. To resolve this issue, it introduced the discussion with the Japanese legal system, which has a system similar to the Occupational Safety and seeks to help us in our country's future institutional improvements.

이 연구의 목적은 중학교 천문 수업에 대한 과학 교사의 교수 실행에서 나타나는 시스템 사고를 분석하는 것이 다. 이를 위해 4명의 중학교 8학년 과학 교사의 천문 단원 수업을 녹화하였고 녹화된 수업은 모두 전사하였으며, 선행 연구의 시스템 사고 위계 구조를 수정하여 개발한 시스템 사고 분석틀을 적용하여 이들을 분석하였다. 또한, 수업 분석 후 참여 교사의 과학 수업에 대한 지향과 교수학적 생각을 심층적으로 분석하기 위해 비디오 자극 회상 면담을 실시하 였다. 연구 결과는 다음과 같다: 모든 참여 교사들은 천문 수업에서 시스템 사고의 위계를 제대로 반영하지 못하였으며, 낮은 수준의 시스템 사고만을 활용하는 것으로 나타났다. 또한, 교사가 학생 중심의 교수 지향을 지녔다 하더라도 시스 템 사고의 교수 실행은 교사 중심으로 진행되는 것으로 나타났다. 천문 수업의 교수 실행에서 시스템 사고가 부족하게 나타나는 것은 공간적 사고에 보다 집중하는 것과 지구과학 비전공 교사로서의 천문 내용 및 형성 평가 지식 부족 때 문인 것으로 판단된다. 이러한 연구 결과를 바탕으로 천문 수업에서 효과적인 시스템 사고의 도입 방안을 논의하였다.

The aim of this study is to examine current status of swine AI and boar stud in South Korea using survey and data analysis. This survey included 48 boar studs registered as ‘semen processing business’. The survey data were collected by direct visitation, FAX and/or telephone conversation for 7 months from June through December in 2013. 48 boar studs owned a total of 3,537 boars and the Duroc breed accounted for the highest rate (75.3%) of all boar breeds. In case of ownership, agricultural management corporations was the highest (50.0%) and followed by individual ownership (33.3%). Large-scale boar studs in terms of own over 151 boar were surveyed as 4.2% and most boar studs owned less than 100 boars (77.1%). The amount of liquid semen provided by 48 boar studs were 1,889,000 doses and each boar stud provided average of 39,000 does, which is represented for 90% consumption by sows in South Korea.

The fashion supply chain, even if represents one of the most important economies of the European industry, is one of the most polluting industries in the world, being a huge consumer of water, electricity and chemicals, and discharging massive quantities of wastes to land. Despite this fact, only few contributions have offered an analysis of the practices adopted by fashion companies to reduce its environmental impact. This paper present an empirical study on the sustainability practices adoption of Italian companies in the fashion Clothing, Leather industries. The research has been conducted through an online survey submitted to a sample of 192 Italian companies, having respectively the 14 and 15 ATECO 2007 code in the AIDA database, with a response rate of 13%. The results have been analyzed through the statistical software SPSS, in order to conduct a cluster analysis and 6 different clusters have been identified. Companies belong to cluster 1 do not apply any sustainability practices, even if they are coherent with what they declare on their website. Companies of cluster 2 adopt some practices, but sustainability is not integrated into their culture. Cluster 3 is composed by companies that declare a high interest to the environment, mainly for marketing reason. This way, companies of this group represent the ones more misaligned and not consistent from the practices declared on their website and the one really implemented. Cluster 5 is composed by companies endorsing environmental sustainability as a part of the company values and a high level of practices implemented is reported. Last, companies belonging to Cluster 6 have the environmental sustainability as a strategic objective and implements sustainability practices in a consistent and coordinated way.

This paper will investigate social marketing strategies and tactics used to promote sustainable fashion consumption. It will map the impact of selected ethical awareness-raising campaigns by Asia-based sustainability champion NGO, Redress, using a case study method to determine the effectiveness of promotional practices employed in promoting environmentally sustainable fashion brands.

This paper aims to investigate the alignment between fashion companies’ CSR policy, as communicated through company website, and CSR retail practices customers can actually observe or get information about when visiting company’s retail stores. The case study analysis is carried out using the Mystery Shopping technique. The sample is made up of companies belonging to the top of the fashion luxury pyramid, whilst the visited stores are located in Italy. The purpose of this paper is to provide a classification of companies’ behaviours in deploying CRS policy at the retail level, and to highlight different levels of fit between companies’ CSR policy and CSR practices communicated at the retail-store level. Our results reveal that several companies show a mismatch between their CSR policy and CRS practices communicated in stores to customers.

The world market for brands and licenses is constantly growing and represents a very interesting economic field. Brands are constantly being sold, and brand ownership may change often completely unbeknown to the majority of consumers. Brands are in fact held as any other assets, either by individuals or by companies, as part of their balance sheet (Lucky & Giliberti, 2013). A multiple case study of independent luxury companies enables us to identify the following best practices: 1) Perfume = Survival Most brands achieve a long lasting market penetration once they successfully move into the fragrancies. Every case study confirms the assumption. 2) Perfume + cosmetics = survival and success It seems that the perfume business and cosmetics in general are the main boosters for a brand to keep on growing and gain if not “top of mind” at least “aided awareness”. 3) Less licensees = more business! As strange as this can be, most luxury brands that have succeeded in keeping a remarkable growth have made the decision not to expand their number of licensees, but rather to dramatically diminish them, selecting, in most of the cases, main licensing categories like: 1- Perfumes and cosmetics 2- Watches 3- Eye glasses 4- Limited ranges of accessories The cases show that massive licensing may have brought very interesting revenues obtained “the easy way” by the brands owners, but have then started a decline in revenues due to many practical reasons: The brand loses its appeal by becoming seen just about everywhere and applied to any type of possible product. The brand simply becomes less exclusive and therefore less luxury. Cases like Saint Laurent (new name used instead of Yves Saint Laurent) in France or Valentino in Italy, clearly indicate that the brands managers have decided to concentrate their core business within a very limited number of licensees making sure that the brand orientation strictly reflects the identity chosen by the (new) owners. The most impressive example of extremely massive licensing tending to pull the brand out of the luxury market is without doubt the one of Pierre Cardin.

The study is to analyze how properly microcredit program is designed to fit the mission and target group in case of Social Solidarity Bank in South Korea, and how inadequate management infrastructure in the organization can hamper effective carrying out of the programs. The study found that contrary to the intention to be integrated program, in reality, loan and follow-up service are given more emphasis over education service under current practices. As evidence, there were no educational personnel. Neither were there enough loan and follow-up officers to provide one to one services in order to meet the needs of targets in the microcredit program. It reflects the difficulty in securing funds for education and follow-up service. Therefore, there is a great need for alternative financial resources for follow-up service and education. In order to sustain the vital loan service which depends on contribution and government grant, there is need to vitalize private contribution and direct support from government.

2005년 범죄피해자보호법을 시작으로 국가의 범죄대책의 중심이 피해자보호라는 패러다임의 전환이 되었다. 이에 따라 보호관찰소에서의 역할과 업무 또한 가해자와 피해자를 제한적 범위에서 적절히 서로 연결할 수 있도록 되어 있어, 보호관찰에서의 회복적 사법의 형태와 그 실천이 범죄인의 사회복귀와 피해자에게 큰 도움이 될 수 있다. 이를 위해서는 회복적 사법 지향적 처분에 보호관찰 프로그램을 적극 반영해야 한다. 이 프로그램에는 피해자 보호를 위한 일종의 강제처분도 포함되어야 회복적사법의 효과가 배가될 수 있다는 확장모델에 의한 논의는 인정되나 피해자의 입장에서 이를 원치 않을 경우 오히려 제2차 피해를 초래할 가능성이 있으므로 이러한 처분에는 신중을 기해야 한다. 회복적 사법을 실현하기 위하여 가해자에게 피해자의 피해 상황을 인식시키고 관계 개선을 위한 화해프로그램의 모든 범죄로의 확대가 필요하다. 이를 위한 보완적 입법이 필요하며 그 내용으로 보호관찰 대상자 및 피해자를 조사하거나 관련화해 후 보호관찰관에게 결정 처분을 할 수 있는 일정범위의 재량을 부여할 수 있도록 하는 입법화가 회복적 사법의 실현에 보다 효율적이라 할 수 있다. 보호관찰 업무를 담당하는 입장에서 피해자와 가해자 중간에서 피해자들의 정보욕구를 해소시키는 보호관찰 업무를 할 수 있도록 법적 근거와 보호관찰과 회복적사법이 결합된 프로그램의 다양성을 강구해야 한다.

부추의 위해요소관리를 위한 GAP 모델 개발에 필요한 기초 자료로 활용하기 위해 부추 생산과정을 재배전 단계, 재배단계 및 수확·포장단계로 나누어 재배환경 (토양, 용수), 부추, 개인위생 시료에 대해 위생지표세균, 병원성 미생물, 곰팡이의 오염도를 조사하였다. 위생지표 세균 중 일반세균은 토양 6.4~6.7 log CFU/g, 부추 4.6~5.1 log CFU/g, 개인위생 중 손과 장갑에서 각각 최대 3.3 및 5.4 log CFU/hand or cm²으로 검출되었고, 그 외의 시료에서는 2.7 log CFU/g (or mL, hand, 100 cm²) 이하로 검출되었다. 대장균군은 토양 3.9~4.2 log CFU/g, 부추 4.8~5.0 log CFU/g으로 부추에서 더 높은 수준으로 검출되었고, 대장균은 모든 시료에서 불검출 되었다. 병원성 미생물의 경우 B. cereus만 용수를 제외한 시료에서 0.5~4.6 log CFU/g (or hand, 100 cm²) 수준으로 검출되었다. 곰팡이의 경우도 용 수와 일부 작업도구를 제외한 시료에서 2.1~3.8 log CFU/g (or hand, 100 cm²) 수준으로 검출되었다. 전반적으로 토양과 닿아 있는 부추에서의 미생물 오염도가 높게 확인되었으며, 이는 비교적 미생물의 오염도가 높은 토양으로부 터 교차오염이 발생하였기 때문인 것으로 판단된다. 따라서 부추의 생물학적 위해요소에 대한 안전성 확보를 위해 서는 토양 관리가 중요할 것으로 생각 된다.

Both employee satisfaction and loyalty play an important role in increasing the business performances of organizations in the service industry. However, the influence of TQM practices on employee satisfaction and employee loyalty has not been examined in the ICT service supply chain. This study aimed to investigate the impact of five total quality management (TQM) practices on employee satisfaction and employee loyalty in Korean ICT customer service and retail distribution organizations. Based on an empirical study of 578 respondents in a Korean ICT service company, the study examined the hypothesized relationships among TQM practices, employee satisfaction, and employee loyalty. Using structural equations modeling, it is found that TQM practices are significantly related to employee satisfaction, whereas the latter in turn influences employee loyalty. The results of analysis suggest that the ICT customer service and retail distribution organizations should concentrate on enhancing employee satisfaction of their TQM practices and creating a people-satisfied job environment.

북미 교회에서 현대의 교회론에 관한 담론 중에 ‘선교적 교회’가 일종의 구호가 되어버렸는데, 한국 교회에도 점진적으로 영향력이 확대되고 있다. 하지만 선교적 교회의 신학담론은 많이 제시되고 있지 만, 그 실천 양상에 대해서는 논의가 더욱 확대되어야 할 것으로 보인다. 따라서 본 논문은 선교적 교회론의 신학적 기초와 미국교회에서 선교적 교회가 실천적으로 어떻게 적용되고 있는지에 대한 양태를 연구하였다. 본 연구를 통해 드러난 것은 미국에서 선교적 교회론은 과거의 선교적/ 교회론적 담론을 계승할 뿐 아니라 심화시켰다는 점이다. 또한 그 실천은 여전히 진행형이지만 다양하게 적용되는 양태를 보이고 있다. 실천양태를 통해 이원론적 접근방식의 극복과 균형진 문화적 적절성, 인식학적 겸손의 강조, 예수의 삶과 예수의 가르침에 대한 균형 잡힌 숙고, 성육신적 실천과 기하급수적 성장 사이의 균형이 필요함을 제시 했다. 선교적인 함의로는 한국교회에 대한 분석에 앞서 한국 사회에 대한 선교사회학적 분석이 필요하며 네트워크화한 집단논의를 통하여 선교적 교회 지표에 대한 합의가 필요함을 제시했다. 이런 지표들이 설정된다면 선교적 교회론의 방향성을 제시하는 역할을 할 것이다. 이 과정에서 이론과 실천이 한 방향이 아니라 양방향으로 작용하여야 한다. 이는 이론을 실천하는 과정과 결과를 모니터링하여 보완된 신학 적 이론이 새로운 실천되도록 하는 순환구조를 의미한다. 그런 순환구 조와 다양한 적용의 가능성을 열어두는 것은 실천가들이 전통적인 교회론적 가치들을 선교적 교회 신학의 관점에서 재해석하고 창조적으 로 새로운 적용을 하도록 만들 것이다. 선교적 교회론은 여전히 종말론 적인 목표를 지향하고 있는 순례과정이기 때문이다.

본 연구는 지식 경영의 관점에서 고령 인력이 조직에 갖는 의미에 대해 살펴보고 고령 인력들이 가진 지식과 경험, 연륜 등을 활용함으로써 조직이 고령화 시대의 이슈를 효과적으로 대체해 나갈 HR 방안을 모색해 보고자 한다. 이를 위해 고령화 관련 선행 연구 검토를 통해 고령화가 조직성과에 어떠한 영향을 주는지 살펴보았으며, 지식 경영 관련 문헌 연구를 바탕으로 그 동안 간과되어 왔던 지식 경영 관점에서 고령화가 지니는 의미에 대해 논의하였다. 이를 기반으로, 본 연구는 조직의 입장에서 고령 인력이 풍부한 지식과 다양한 경험 등을 다른 조직 구성원들과 해당 조직의 시스템으로 공유하고 전파할 수 있는 HR방안들로 대인 관계적 지식 전파 제도(멘토링과 OJT)와 조직 구조적 지식 전파 제도(학습조직/동아리와 직무순환제도)로 구분하여 이 제도들이 고령화와 조직성과 간 관계에 어떠한 영향을 주는지를 실증하였다. 분석 결과, 고령화 비중 증가는 조직성과 하락과 관계가 있는 것으로 나타났으며, 대인 관계적 지식 전파 제도 중 멘토링과 조직 구조적 지식 전파 제도 중 학습조직/동아리가 고령화와 조직성과 간 관계에 있어 조절 효과를 가지는 것으로 나타났다. 이러한 결과를 바탕으로 지식 경영 관점에서 조직 인력 구조의 고령화에 대한 재평가가 필요하며, 고령화 이슈를 보다 적극적으로 대처하기 위해서 지식 경영 관점에서 고령 인력들이 가진 가치 있는 지식들의 조직 내 전파 방안에 대한 고민과 실행이 보다 요구된다는 점을 강조하였다.

Lee, Hyemin. 2014. Drama of Resistance, Resistance of Drama: Linguistic Practices, Discourses, and Identities in a South Korean Political Podcast Naneun Ggomsuda. The Sociolinguistic Journal of Korea 22(2), 111-134. This paper attempts to demonstrate how speakers' identities are shaped, negotiated, and performed through linguistic practices in a South Korean political podcast called, Naneun Ggomsuda. Focusing on the linkage between linguistic practices and identity performances, I employ two meaningful metaphors embedded in Naneun Ggomsuda, ‘resistant’ and ‘theatrical,’ and explore intersections among these metaphors and linguistic practices, discursive features, and speakers' identities. Within the resistant and theatrical fields of discourse, speakers actively apply speaking strategies to achieve their goals, which include their identity making process strongly interconnected to their resistant and theatrical linguistic practices. Two kinds of identities, resistant identity and theatrical identity, are the focus, and these identities are not only shaped and performed through speakers' linguistic interactions, but also collided and negotiated by both speakers and audiences in and out of the talk show. While many previous studies have focused on Naneun Ggomsuda as an ‘alternative media,’ this paper reveals that Naneun Ggomsuda can actually be a fruitful venue for the academic investigation of linguistic practices and identity making processes. (171)

The contrasting discourses in the marketing and medical literature on pharmaceutical marketing practices motivate this study. Of particular interest is detailing and related practices which involve deploying pharmaceutical sales representatives (PSRs) to interact with physicians often for providing product information and benefits (Manchanda and Chintagunta, 2004; Mizik and Jacobson, 2004). Acutely aware that a dominant effect of detailing on physician’s prescription choices is problematic, Gonul et al. (p. 90) summarize the marketing literature by noting that, “there are no reasons for public concern regarding the social implications of the reviewed personal selling practice employed by drug manufacturers because its effect is mostly informative.” By contrast, taking a combative and aversive view of PSRs, leading medical scholars and practitioners recommend strict sequestration of commercial interests of industry from the physician (Steinman, et al. 2006). Major medical centers including Yale, Harvard, Duke, Stanford, University of Pennsylvania, Henry Ford Health System, and UCLA have banned physicians from receiving monetary or non-monetary gifts, and PSRs from visiting patient care areas. Prestigious medical journals such as The British Medical Journal and Journal of American Medical Association, along with International Committee of Medical Journal Editors and World Association of Medical Editors, now require all authors to include an explicit disclosure of industry sponsored research and, in some cases, to conduct independent statistical analysis as a condition for publication (DeAngelis, 2006). Using public documents from a recent court case, I analyzed pharmaceutical industry’s marketing practices and their role in creating externalities that compromise trust and fiduciary responsibility governing physician-patient relationship. Results indicate that externalities are complicit in exploiting COI and undermining consumer welfare in medical markets. Our study contributes to the research into, and practice of pharmaceutical marketing practices for interacting with physicians in several ways. First, I develop a conceptual framework based on COI theory that has substantially informed the medical profession’s discourse but received minimal, if any, attention in the marketing literature (Moore, Cain, Loewenstein, & Bazerman, 2005). This framework posits an embedded view of physician exchanges that presents new insights that have heretofore remained unexplored in the marketing literature. Second, building on the COI framework, I outline an orchestration thesis that reliably represents the medical profession’s guiding approach for seeking and evaluating evidence relating to industry’s marketing practices. Unlike the marketing literature’s interest in examining the efficiency and effectiveness of different marketing instruments such as detailing and journal publishing, the orchestration thesis focuses on strategic intent that underlies all marketing instruments. As such, the orchestration thesis offers a competing perspective that challenges the evidence in the marketing literature. Third, using a novel approach based on systematic analysis of court documents, I examine the support, if any, for the orchestration thesis in a specific contextual setting. Finally, the current study builds the conceptual and empirical foundation to bridge the marketing and medical literatures. Such a bridge is critical in developing a common ground for reconciling disparate viewpoints and redirecting marketing practices.