Auswahl der wissenschaftlichen Literatur zum Thema „Reunited Germany after 3 October 1990“

Geben Sie eine Quelle nach APA, MLA, Chicago, Harvard und anderen Zitierweisen an

Wählen Sie eine Art der Quelle aus:

Inhaltsverzeichnis

Machen Sie sich mit den Listen der aktuellen Artikel, Bücher, Dissertationen, Berichten und anderer wissenschaftlichen Quellen zum Thema "Reunited Germany after 3 October 1990" bekannt.

Neben jedem Werk im Literaturverzeichnis ist die Option "Zur Bibliographie hinzufügen" verfügbar. Nutzen Sie sie, wird Ihre bibliographische Angabe des gewählten Werkes nach der nötigen Zitierweise (APA, MLA, Harvard, Chicago, Vancouver usw.) automatisch gestaltet.

Sie können auch den vollen Text der wissenschaftlichen Publikation im PDF-Format herunterladen und eine Online-Annotation der Arbeit lesen, wenn die relevanten Parameter in den Metadaten verfügbar sind.

Zeitschriftenartikel zum Thema "Reunited Germany after 3 October 1990"

1

Fiszer, Józef. „The Role of Reunified Germany in Poland’s Accession to NATO and the European Union“. Politeja 18, Nr. 6(75) (16.12.2021): 51–74. http://dx.doi.org/10.12797/politeja.18.2021.75.03.

Der volle Inhalt der Quelle
Annotation:
The study is devoted to Poland’s accession to NATO and the European Union (EU) and describes Germany’s stance on Poland’s Euro-Atlantic aspirations after 1989, which, despite various assessments, was not explicit and enthusiastic. However, it evolved gradually and was determined by a difficult internal situation after the reunification of Germany and its new geopolitics and geoeconomics. For Germany that reunified on 3 October 1990, an issue of greater importance than Polish accession to NATO and the EU was the presence of Soviet troops on the territory of the former GDR and normalization of relations with neighbors, particularly with France, Poland, the Soviet Union, and the United States. Both France and the United Kingdom, as well as the Soviet Union, and to a lesser extent, the United States initially were afraid of a reunified Germany and opposed Polish membership in Euro-Atlantic structures. At the time, hopes and fears were rife about the future of Europe. A common question was being asked in Paris, London, Moscow, Washington, and Warsaw – would reunified Germany remain a European state, or would Europe become German? Should Germany stay in NATO or leave after the reunification? There were questions also about Moscow’s policy towards reunified Germany and its position on Poland’s accession to Euro-Atlantic structures. Unfortunately, for a long time, it was negative. Today, thirty years after the fall of the Berlin Wall and the reunification of Germany, we can see that the black scenarios that were outlined in 1989-1990 did not actually come true. Despite the fears, those events opened the way for Poland to “return to Europe” and to gain membership in Euro-Atlantic structures, i.e., NATO and the European Union (EU). The path was not at all simple and it was not easy for Poland to make it through. In the study the author analyses subjective and objective difficulties related to Poland's accession to NATO and the EU and describes the evolution and role of Germany in this process.
APA, Harvard, Vancouver, ISO und andere Zitierweisen
2

Fiszer, Józef M. „The Genesis of the Maastricht Treaty and Its Importance for the European Integration and Security“. Politeja 20, Nr. 6(87) (20.12.2023): 5–23. http://dx.doi.org/10.12797/politeja.20.2023.87.01.

Der volle Inhalt der Quelle
Annotation:
The Treaty of Maastricht was signed thirty years ago, that is, on 7 February 1992, and after its ratification entered into force on 1 November 1993. It was a quantum leap into the European integration initiated after the Second World War. It constituted a basis for the creation of the European Union (EU), becoming an accelerator of the European integration and an important element of the transatlantic system of international security. Its origin and decisions rest in such contemporary events and processes as the “Autumn of Nations,” which resulted in the fall of communism in the states of Central and Eastern Europe, German reunification on 3 October 1990, the collapse of the Soviet Union in December 1991 and the global end of the Cold War. The article is aimed at analyzing the prerequisites of the genesis of the Treaty of Maastricht and showing its significance for the integration and security of Europe after the collapse of the Yalta-Potsdam order and the end of the Cold War. The main thesis statement is that the Treaty of Maastricht would not have been signed and the European Union would not have been established without the fall of communism in the states of Central and Eastern Europe, the collapse of the Soviet Union and German reunification. Moreover, I believe that international situation after the Cold War would have been less stable without the Treaty of Maastricht and the EU, because the competition for leadership between reunited Germany and France would have intensified.
APA, Harvard, Vancouver, ISO und andere Zitierweisen
3

Ertman, Thomas. „Eastern Germany Ten Years After Unification“. German Politics and Society 18, Nr. 3 (01.09.2000): 1–12. http://dx.doi.org/10.3167/104503000782486561.

Der volle Inhalt der Quelle
Annotation:
On October 3, 1990 the territory of the German Democratic Republic was incorporated into the Federal Republic of Germany, thereby ending forty-five years of German division. At the time, assessments varied widely about whether the wholesale introduction of the West German political, legal, and socioeconomic systems into the formerly communist east would be a success, and what the implications of success or failure would be for the new united Germany. Ten years later, opinions on these fundamental questions remain divided. One group of optimistic observers maintains that the full integration of the east into an enlarged Federal Republic is well underway, though these observers acknowledge that progress has been slower and more uneven than first anticipated. A more pessimistic assessment is provided by those who claim that, if the present pattern of development continues, the east will remain in a position of permanent structural weakness vis-à-vis the west in a way analogous to that of Italy’s Mezzogiorno.
APA, Harvard, Vancouver, ISO und andere Zitierweisen
4

Leonhard, Nina. „The National People's Army as an Object of (Non) Remembrance: The Place of East Germany's Military Heritage in Unified Germany“. German Politics and Society 26, Nr. 4 (01.12.2008): 150–63. http://dx.doi.org/10.3167/gps.2008.260409.

Der volle Inhalt der Quelle
Annotation:
On 3 October 1990, the National People's Army (NVA) of the German Democratic Republic, in which about 2.5 million East German citizens served their country, was dissolved. Its personnel either was removed from military service, placed into early retirement, or integrated into the Bundeswehr after a two-year selection and examination process. Since then, the NVA has turned into an object of history with no immediate significance for contemporary German society—despite efforts of former NVA officers to change the official interpretation of 1989-1990. This article examines the processes of remembering and forgetting with regard to East Germany's military heritage since 1990, contrasting the Bundeswehr's politics of memory and “army of unity” ethos not only with the former NVA soldiers' vision of the past, but also with the East German population's general attitude towards their former armed forces.
APA, Harvard, Vancouver, ISO und andere Zitierweisen
5

Fiszer, Józef M. „Geneza traktatu z Maastricht i jego znaczenie dla integracji i bezpieczeństwa Europy“. Studia Polityczne 51, Nr. 3 (26.10.2023): 13–37. http://dx.doi.org/10.35757/stp.2023.51.3.01.

Der volle Inhalt der Quelle
Annotation:
The Maastricht Treaty was signed thirty years ago, on 7 February 1992 and, after ratification, it came into force on 1 November 1993. It was a milestone on the path to European integration, which began after World War II, and an important element of the transatlantic international security system. On its basis, the European Union (EU) was created.Its genesis and decisions were influenced by such events and processes as: the Autumn of Nations 1989, which led to the fall of communism in the countries of Central and Eastern Europe, the unification of Germany on 3 October 1990, the collapse of the Soviet Union in December 1991 and the end of the Cold War.This article aims to analyse the origins of the Maastricht Treaty and show its importance in the integration and security of Europe after the collapse of the Yalta–Potsdam order and the end of the Cold War. The main thesis is that without the fall of communism in the countries of Central and Eastern Europe and the collapse of the USSR, the unification of Germany and the end of the Cold War, the Maastricht Treaty would not have been signed and the EU would not have been created. Moreover, without the Maastricht Treaty and the EU, the international situation after the end of the Cold War would have been less stable as the competition between a united Germany and France for leadership in Europe would have intensified. Russia could have used this to strengthen its position in the post-communist world.
APA, Harvard, Vancouver, ISO und andere Zitierweisen
6

Kumar, Ronald Ravinesh, Peter Josef Stauvermann und Hang Thi Thu Vu. „The Relationship between Yield Curve and Economic Activity: An Analysis of G7 Countries“. Journal of Risk and Financial Management 14, Nr. 2 (02.02.2021): 62. http://dx.doi.org/10.3390/jrfm14020062.

Der volle Inhalt der Quelle
Annotation:
The yield curve is an important tool to assess the economic progress of a country. In this study, we examine the strength of the relationship between term spread and economic activity, and between the components of the yield curve and economic activity in the G7 countries using monthly data on yield rates and seasonally adjusted data on the industrial production index (IPI). After matching the start and end date of the IPI with the yield rates, the data used and respective time period are as follows: Canada: March-1994 to December-2018, France: January-1999 to December-2018, Germany: October-2005 to December-2018, Italy: July-2009 to December-2018, Japan: July-1994 to January-2019, the UK: January-1994 to December-2018, and the US: February-1990 to January-2019. The results show positive associations between term spread and economic activity for Canada, France, Germany, Japan, the UK, and the US. For Italy, a negative association is noted. All three empirical factors could predict economic activity for France and Germany at the 12-month horizon only. For all other horizons, the factors’ ability to predict economic activity varies. We observe that by including additional macro-finance variables such as the current economic growth rate and the 3-month yield rate to capture the term structure level effects, the relationship between term spread and economic activity becomes stronger. This implies that the usefulness of yield curve and its decomposed components for the purpose of predicting economic activity should be cautiously modelled and employed for policy.
APA, Harvard, Vancouver, ISO und andere Zitierweisen
7

Belov, Vladislav. „GERMANY’S ECONOMY AMID INCREASING ECONOMIC AND POLITICAL CHALLENGES“. Scientific and Analytical Herald of IE RAS 29, Nr. 5 (31.10.2022): 87–101. http://dx.doi.org/10.15211/vestnikieran5202287101.

Der volle Inhalt der Quelle
Annotation:
October 3 this year Germany celebrated the 32nd anniversary of the unification of the two German states. Three decades after the historic events of 1990, the state faced a number of extremely difficult economic and political problems, which escalated significantly in the fall of 2022. The large-scale measures taken in the first half of the year to support business and the population turned out to be insufficient to solve them. Inflation in September reached 10%, the German economy was on the verge of recession. In autumn, the government was forced to nationalize the leading gas importer Uniper SE, provide state support to the energy company Verbundnetz Gas AG, cancel the planned special surcharge on the price of gas, extend the operation of the nuclear power plant, accept a third aid package, and create a special economic fund of 200 billion euros, which caused a sharp criticism of the leadership of a number of EU countries. The development and discussion of anti-crisis tools reflected the existing disagreements and conflict potential of the «traffic light» coalition. Against this background, there was a further aggravation of German-Russian relations in the oil and gas sector. The author analyzes the content and possible effectiveness of the autumn anticrisis measures of the government, pays special attention to state intervention in the activities of the main players in the German energy market.
APA, Harvard, Vancouver, ISO und andere Zitierweisen
8

Loy, John. „The randomised controlled trial in medical research: using bibliometric methods to identify core journals“. Evidence Based Library and Information Practice 1, Nr. 1 (15.03.2006): 104. http://dx.doi.org/10.18438/b8cc7m.

Der volle Inhalt der Quelle
Annotation:
A review of: Tsay, Migh-yueh, and Yen-hsu Yang. “Bibliometric Analysis of the Literature of Randomized Controlled Trials.” Journal of the Medical Library Association 93.4 (October 2005): 450-58. Objective – To explore the characteristics and distribution of randomized controlled trials (RCTs) in the medical literature. The study aims to identify the growth patterns of the RCT, key subject matter, country and language of publication, and determine a list of core journals which contain a substantial proportion of the RCT literature. Design – Retrospective analysis of RCTs. Setting – Medical journal literature. Subjects – A total of 160,213 articles published between 1965-2001. Detailed analysis of a subset numbering 114,850 articles published from 1990-2001. Methods – The study seeks to identify all RCTs in MEDLINE from 1965-2001, and examines the growth rate of the RCT. The authors then do a more detailed analysis on a subset of data from 1990-2001, using Access database and Excel spreadsheet software, and PERL programming language. The references were analyzed by five fields within MEDLINE; publication type, source, language, country of publication, and descriptor (subject index). Main results – An exponential growth rate for the RCT is demonstrated, suggesting that in the medical literature development has not yet matured and that research using this method continues to grow. A growth rate for the RCT of 11.2% per annum is identified. The most common form of publication is the journal article, making up approximately 98% of the RCT literature. Approximately 75% of the RCTs are multicentre trials indicating that this is the design of choice adopted by researchers. The United States proves to be the greatest source of RCT literature, with 39.9% of journals and 50.6% of articles originating there. After the USA, the most productive countries are England (15.8% of journals and 21.7% articles) and Germany (6.5% journals and 6.1% articles). As might be expected, English is the predominant language providing 92.9% of the total publications. Of the remaining 7%, German is the most common language accounting for 2.2%. The top three areas being researched are: 1. Drug therapy for hypertension - 2291 citations 2. Anticancer drug combinations - 2140 citations 3. Drug therapy and asthma - 1397 citations Bradford’s law of scattering is successfully applied, identifying four zones of journals which each publish approximately 26,000 articles. Conclusion – The results indicate that bibliometric methods can be applied to the medical literature, and highlight those disciplines in which RCTs more often occur. A core list of 42 journal titles is presented, providing busy practitioners with invaluable guidance as to which journals are most likely to publish the greater number of RCTs.
APA, Harvard, Vancouver, ISO und andere Zitierweisen
9

Lee, H. B., H. W. Lee und H. Y. Mun. „First Report of Powdery Mildew Caused by Erysiphe platani on Sycamore (Platanus occidentalis) in South Korea“. Plant Disease 97, Nr. 6 (Juni 2013): 841. http://dx.doi.org/10.1094/pdis-10-12-0940-pdn.

Der volle Inhalt der Quelle
Annotation:
Platanus occidentalis L. (sycamore) is an important shade tree distributed throughout the Northern Hemisphere and in South Korea. It has been widely used as an ornamental tree, especially in urban regions and by roadsides. The average rate of roadside planting throughout South Korea covers about 5.7% (up to 38% in Seoul), equivalent to 0.36 million trees. In early July 2012, after a rainy spell in summer, an outbreak of powdery mildew on sycamore was first observed on roadside trees in Gwangju, a southern province of South Korea. A more extensive nationwide survey revealed no powdery mildew in northern or central regions of South Korea. The disease has spread rapidly within Gwangju, even though fungicide applications were carried out after the rainy spell. Major symptoms included white, superficial mycelia, grey to brown lesions on the surface of the leaves due to the presence of a hyperparasite (tentatively identified as Ampelomyces sp.), a slight chlorosis, and severe leaf distortion followed by defoliation. Conidiophores were produced singly, straight, and unbranched, with lengths of 35.2 to 315.2 μm (average 170.4 μm). Conidia were ellipsoid or doliiform, ranging in size from 34.9 to 47.4 μm (average 38.2 μm) long × 16.5 to 26.8 μm (average 23.9 μm) wide. Primary conidia had a truncate base and rounded apex; secondary conidia had both a truncate base and apex. The conidial outer surface had a reticulated wrinkling. Cleistothecia (i.e., sexual spore structures) were not found during the survey, which extended from July to October. These characteristics and the host species match those of Microsphaera platani (syn. Erysiphe platani), which was described on P. occidentalis in Washington State (2). Fungal rDNA was amplified using primers ITS1 and LR5F (4) for one sample (EML-PLA1, GenBank JX485651). BLASTn searches of GenBank revealed high sequence identity to E. platani (99.5% to JQ365943 and 99.3% to JQ365940). Recently, Liang et al. (3) reported the first occurrence of powdery mildew by E. platani on P. orientalis in China based only on its morphology. Thus, in this study, author could only use ITS sequence data from the United States and Europe to characterize the isolate. To date, nine records of powdery mildews of Platanus spp. have been reported worldwide: on P. hispanica from Brazil, Japan, Hungary, and Slovakia; P. orientalis from Israel; P. racemosa from the United States; P. × acerifolia from the United Kingdom and Germany; and Platanus sp. from Argentina and Australia (1). Interestingly, the hyperparasite, Ampelomyces sp., was found with E. platani, suggesting that there may be some level of biocontrol in nature. Pathogenicity was confirmed by gently pressing diseased leaves onto six leaves of healthy sycamore plants in the field in September. The treated leaves were sealed in sterilized vinyl pack to maintain humid condition for 2 days. Similar symptoms were observed on the inoculated leaves 10 days after inoculation. Koch's postulates were fulfilled by re-observing the fungal pathogen. To our knowledge, this is the first report of powdery mildew caused by E. platani on sycamore in South Korea. References: (1) D. F. Farr and A. Y. Rossman. Fungal Databases, Systematic Mycology and Microbiology Laboratory, ARS, USDA. http://nt.ars-grin.gov/fungaldatabases/ , 2012. (2) D. A. Glawe. Plant Health Progress, doi:10.1094/PHP-2003-0818-01-HN, 2003. (3) C. Liang et al. Plant Pathol. 57:375, 2008. (4) T. J White et al., pp. 315-322 in: PCR Protocols: A Guide to Methods and Applications. M. A. Innis et al., ed. Academic Press, New York, 1990.
APA, Harvard, Vancouver, ISO und andere Zitierweisen
10

Grainger, Andrew D., und David L. Andrews. „Postmodern Puma“. M/C Journal 6, Nr. 3 (01.06.2003). http://dx.doi.org/10.5204/mcj.2199.

Der volle Inhalt der Quelle
Annotation:
Postmodernism is supposed to identify the conditions of contemporary cultural production when human affairs in general, and the dissemination of prevailing ideas in particular, have become fully enmeshed in relations of commodity exchange. (Martin 2002, p. 30) The accumulation of capital within industrial economies keyed on the surplus value derived from the production of raw materials into mass manufactured products, and their subsequent exchange in the capitalist marketplace. Within what Poster (1990) described as the contemporary mode of information , surplus capital is generated from the manufacturing of product’s symbolic values, which in turn substantiate their use and ultimately exchange values within the consumer market. This, in essence, is the centrifugal process undermining the brand (Klein 1999), promotional (Wernick 1991), or commodity sign (Goldman and Papson 1996), culture that characterizes contemporary capitalism: Through the creative outpourings of “cultural intermediaries” (Bourdieu 1984) working within the advertising, marketing, public relations, and media industries, commodities—routinely produced within low wage industrializing economies—are symbolically constituted to global consuming publics. This postmodern regime of cultural production is graphically illustrated within the sporting goods industry (Miles 1998) where, in regard to their use value, highly non-differentiated material products such as sport shoes are differentiated in symbolic terms through innovative advertising and marketing initiatives. In this way, oftentimes gaudy concoctions of leather, nylon, and rubber become transformed into prized cultural commodities possessing an inflated economic value within today’s informational-symbolic order (Castells 1996). Arguably, the globally ubiquitous Nike Inc. is the sporting brand that has most aggressively and effectively capitalized upon what Rowe described as the “culturalization of economics” in the latter twentieth century (1999, p. 70). Indeed, as Nike Chairman and CEO Phil Knight enthusiastically declared: For years, we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product. But now we understand that the most important thing we do is market the product. We’ve come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool. What I mean is that marketing knits the whole organization together. The design elements and functional characteristics of the product itself are just part of the overall marketing process. (Quoted in (Willigan 1992, p. 92) This commercial culturalization of Nike has certainly sparked considerable academic interest, as evidenced by the voluminous literature pertaining to the various dimensions of its practices of cultural production (Donaghu and Barff 1990; Ind 1993; Korzeniewicz 1994; Cole and Hribar 1995; Boje 1998; Goldman and Papson 1998; Lafrance 1998; Armstrong 1999; Denzin 1999; Penaloza 1999; Sage 1999; Lucas 2000; Stabile 2000). Rather than contribute to this body of work, our aim is to engage a sporting shoe company attempting to establish itself within the brand universe defined and dominated by Nike. For this reason we turn to German-based Puma AG: a dynamic brand-in-process, seeking to differentiate itself within the cluttered sporting landscape, through the assertion of a consciously fractured brand identity designed to address a diverse range of clearly-defined consumer subjectivities. Puma’s history can be traced to post-war Germany when, in 1948, a fraternal dispute compelled Rudolf Dassler to leave Adidas (the company he founded with his brother Adi) and set up a rival sports shoe business on the opposite bank of the Moselle river in Herzogenaurach. Over the next three decades the two companies vied for the leadership in the global sports shoe industry. However, the emergence of Nike and Reebok in the 1980s, and particularly their adoption of aggressive marketing strategies, saw both Adidas and Puma succumbing to what was a new world sneaker order (Strasser and Becklund 1991). Of the two, Puma’s plight was the more chronic, with expenditures regularly exceeding moribund revenues. For instance, in 1993, Puma lost US$32 million on sales of just US$190 million (Saddleton 2002, p. 2). At this time, Puma’s brand presence and identity was negligible quite simply because it failed to operate according to the rhythms and regimes of the commodity sign economy that the sport shoe industry had become (Goldman and Papson 1994; 1996; 1998). Remarkably, from this position of seemingly terminal decline, in recent years, Puma has “successfully turned its image around” (Saddleton 2002, p. 2) through the adoption of a branding strategy perhaps even more radical than that of Nike’s. Led by the company’s global director of brand management, Antonio Bertone, Puma positioned itself as “the brand that mixes the influence of sport, lifestyle and fashion” (quoted in (Davis 2002, p. 41). Hence, Puma eschewed the sport performance mantra which defined the company (and indeed its rivals) for so long, in favour of a strategy centered on the aestheticization of the sport shoe as an important component of the commodity based lifestyle assemblages, through which individuals are encouraged to constitute their very being (Featherstone 1991; Lury 1996). According to Bertone, Puma is now “targeting the sneaker enthusiast, not the guy who buys shoes for running” (quoted in (Davis 2002, p. 41). While its efforts to “blur the lines between sport and lifestyle” (Anon 2002, p. 30) may explain part of Puma’s recent success, at the core of the company’s turnaround was its move to diversify the brand into a plethora of lifestyle and fashion options. Puma has essentially splintered into a range of seemingly disparate sub-brands each directed at a very definite target consumer (or perceptions thereof). Amongst other options, Puma can presently be consumed in, and through: the upscale pseudo-Prada Platinum range; collections by fashion designers such as Jil Sander and Yasuhiro Mihara; Pumaville, a range clearly directed at the “alternative sport” market, and endorsed by athletes such as motocross rider Travis Pastrana; and, the H Street range designed to capture “the carefree spirit of athletics” (http://www.puma.com). However, Puma’s attempts to interpellate (Althusser 1971) a diverse array of sporting subjectivies is perhaps best illustrated in the “Nuala” collection, a yoga-inspired “lifestyle” collection resulting from a collaboration with supermodel Christy Turlington, the inspiration for which is expressed in suitably flowery terms: What is Nuala? NUALA is an acronym representing: Natural-Universal-Altruistic-Limitless-Authentic. Often defined as "meditation in motion", Nuala is the product of an organic partnership that reflects Christy Turlington's passion for the ancient discipline of Yoga and PUMA's commitment to create a superior mix of sport and lifestyle products. Having studied comparative religion and philosophy at New York University, model turned entrepreneur Christy Turlington sought to merge her interest in eastern practices with her real-life experience in the fashion industry and create an elegant, concise, fashion collection to complement her busy work, travel, and exercise schedule. The goal of Nuala is to create a symbiosis between the outer and inner being, the individual and collective experience, using yoga as a metaphor to make this balance possible. At Nuala, we believe that everything in life should serve more than one purpose. Nuala is more than a line of yoga-inspired activewear; it is a building block for limitless living aimed at providing fashion-conscious, independant women comfort for everyday life. The line allows flexibility and transition, from technical yoga pieces to fashionable apparel one can live in. Celebrating women for their intuition, intelligence, and individuality, Nuala bridges the spacious gap between one's public and private life. Thus, Puma seeks to hail the female subject of consumption (Andrews 1998), through design and marketing rhetorics (couched in a spurious Eastern mysticism) which contemporary manifestations of what are traditionally feminine experiences and sensibilities. In seeking to engage, at one at the same time, a variety of class, ethnic, and gender based constituencies through the symbolic advancement of a range of lifestyle niches (hi-fashion, sports, casual, organic, retro etc.) Puma evokes Toffler’s prophetic vision regarding the rise of a “de-massified society” and “a profusion of life-styles and more highly individualized personalities” (Toffler 1980, pp. 231, 255-256). In this manner, Puma identified how the nurturing of an ever-expanding array of consumer subjectivities has become perhaps the most pertinent feature of present-day market relations. Such an approach to sub-branding is, of course, hardly anything new (Gartman 1998). Indeed, even the sports shoe giants have long-since diversified into a range of product lines. Yet it is our contention that even in the process of sub-branding, companies such as Nike nonetheless retain a tangible sense of a core brand identity. So, for instance, Nike imbues a sentiment of performative authenticity, cultural irreverence and personal empowerment throughout all its sub-brands, from its running shoes to its outdoor wear (arguably, Nike commercials have a distinctive “look” or “feel”) (Cole and Hribar 1995). By contrast, Puma’s sub-branding suggests a greater polyvalence: the brand engages divergent consumer subjectivities in much more definite and explicit ways. As Davis (2002, p. 41) emphasis added) suggested, Puma “has done a good job of effectively meeting the demands of disparate groups of consumers.” Perhaps more accurately, it could be asserted that Puma has been effective in constituting the market as an aggregate of disparate consumer groups (Solomon and Englis 1997). Goldman and Papson have suggested the decline of Reebok in the early 1990s owed much to the “inconsistency in the image they projected” (1996, p. 38). Following the logic of this assertion, the Puma brand’s lack of coherence or consistency would seem to foretell and impending decline. Yet, recent evidence suggests such a prediction as being wholly erroneous: Puma is a company, and (sub)brand system, on the rise. Recent market performance would certainly suggest so. For instance, in the first quarter of 2003 (a period in which many of its competitors experienced meager growth rates), Puma’s consolidated sales increased 47% resulting in a share price jump from ?1.43 to ?3.08 (Puma.com 2003). Moreover, as one trade magazine suggested: “Puma is one brand that has successfully turned its image around in recent years…and if analysts predictions are accurate, Puma’s sales will almost double by 2005” (Saddleton 2002, p. 2). So, within a postmodern cultural economy characterized by fragmentation and instability (Jameson 1991; Firat and Venkatesh 1995; Gartman 1998), brand flexibility and eclecticism has proven to be an effective stratagem for, however temporally, engaging the consciousness of decentered consuming subjects. Perhaps it’s a Puma culture, as opposed to a Nike one (Goldman and Papson 1998) that best characterizes the contemporary condition after all? Works Cited Althusser, L. (1971). Lenin and philosophy and other essays. London: New Left Books. Andrews, D. L. (1998). Feminizing Olympic reality: Preliminary dispatches from Baudrillard's Atlanta. International Review for the Sociology of Sport, 33(1), 5-18. Anon. (2002, December 9). The Midas touch. Business and Industry, 30. Armstrong, K. L. (1999). Nike's communication with black audiences: A sociological analysis of advertising effectiveness via symbolic interactionism. Journal of Sport & Social Issues, 23(3), 266-286. Boje, D. M. (1998). Nike, Greek goddess of victory or cruelty? Women's stories of Asian factory life. Journal of Organizational Change Management, 11(6), 461-480. Bourdieu, P. (1984). Distinction: A social critique of the judgement of taste. Cambridge: Harvard University Press. Castells, M. (1996). The rise of the network society: Blackwell Publishers. Cole, C. L., & Hribar, A. S. (1995). Celebrity feminism: Nike Style - Post-fordism, transcendence, and consumer power. Sociology of Sport Journal, 12(4), 347-369. Davis, J. (2002, October 13). Sneaker pimp. The Independent, pp. 41-42. Denzin, N. (1999). Dennis Hopper, McDonald's and Nike. In B. Smart (Ed.), Resisting McDonalidization (pp. 163-185). London: Sage. Donaghu, M. T., & Barff, R. (1990). Nike just did it: International subcontracting and flexibility in athletic footwear production. Regional Studies, 24(6), 537-552. Featherstone, M. (1991). Consumer culture and postmodernism. London: Sage. Firat, A. F., & Venkatesh, A. (1995). Postmodern perspectives on consumption. In R. W. Belk, N. Dholakia & A. Venkatesh (Eds.), Consumption and Marketing: Macro dimensions (pp. 234-265). Cincinnati: South-Western College Publishing. Gartman, D. (1998). Postmodernism: Or, the cultural logic of post-Fordism. Sociological Quarterly, 39(1), 119-137. Goldman, R., & Papson, S. (1994). Advertising in the age of hypersignification. Theory, Culture & Society, 11(3), 23-53. Goldman, R., & Papson, S. (1996). Sign wars: The cluttered landscape of advertising. Boulder: Westview Press. Goldman, R., & Papson, S. (1998). Nike culture. London: Sage. Ind, N. (1993). Nike: Communicating a corporate culture. In Great advertising campaigns: Goals and accomplishments (pp. 171-186). Lincolnwood: NTC Business Books. Jameson, F. (1991). Postmodernism, or, the cultural logic of late capitalism. Durham: Duke University Press. Klein, N. (1999). No Logo: Taking aim at brand bullies. New York: Picador. Korzeniewicz, M. (1994). "Commodity chains and marketing strategies: Nike and the global athletic footwear industry." In G. Gereffi & M. Korzeniewicz (Eds.), Commodity chains and global capitalism (pp. 247-265). Westport: Greenwood Press. Lafrance, M. R. (1998). "Colonizing the feminine: Nike's intersections of postfeminism and hyperconsumption." In G. Rail (Ed.), Sport and postmodern times (pp. 117-142). New York: State University of New York Press. Lucas, S. (2000). "Nike's commercial solution: Girls, sneakers, and salvation." International Review for the Sociology of Sport, 35(2), 149-164. Lury, C. (1996). Consumer culture. Cambridge: Polity Press. Martin, R. (2002). On your Marx: Rethinking socialism and the left. Minneapolis: University of Minnesota Press. Miles, S. (1998). Consumerism: As a way of life. London: Sage. Penaloza, L. (1999). "Just doing it: A visual ethnographic study of spectacular consumption behavior at Nike Town." Consumption, Markets and Culture, 2(4), 337-400. Poster, M. (1990). The mode of information: Poststructuralism and social context. Chicago: University of Chicago Press. Puma.com. (2003). Financial results for the 1st quarter 2003. Retrieved 23 April, from http://about.puma.com/ Rowe, D. (1999). Sport, culture and the media: The unruly trinity. Buckingham: Open University Press. Saddleton, L. (2002, May 6). How would you revive a flagging fashion brand? Strategy, 2. Sage, G. H. (1999). Justice do it! The Nike transnational advocacy network: Organization, collective actions, and outcomes. Sociology of Sport Journal, 16(3), 206-235. Solomon, M. R., & Englis, B. G. (1997). Breaking out of the box: Is lifestyle a construct or a construction? In S. Brown & D. Turley (Eds.), Consumer research: Postcards from the edge (pp. 322-349). London: Routledge. Stabile, C. A. (2000). Nike, social responsibility, and the hidden abode of production. Critical Studies in Media Communication, 17(2), 186-204. Strasser, J. B., & Becklund, L. (1991). Swoosh: The unauthorized story of Nike and the men who played there. New York: Harcourt Brace Jovanovich. Toffler, A. (1980). The third wave. New York: William Morrow. Wernick, A. (1991). Promotional culture: Advertising, ideology and symbolic expression. London: Sage. Willigan, G. E. (1992). High performance marketing: An interview with Nike's Phil Knight. Harvard Business Review(July/August), 91-101. Links http://about.puma.com/ http://www.puma.com Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Grainger, Andrew D. and Andrews, David L.. "Postmodern Puma" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/08-postmodernpuma.php>. APA Style Grainger, A. D. & Andrews, D. L. (2003, Jun 19). Postmodern Puma. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/08-postmodernpuma.php>
APA, Harvard, Vancouver, ISO und andere Zitierweisen
Wir bieten Rabatte auf alle Premium-Pläne für Autoren, deren Werke in thematische Literatursammlungen aufgenommen wurden. Kontaktieren Sie uns, um einen einzigartigen Promo-Code zu erhalten!

Zur Bibliographie