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Jaime Ayala, 22-year-old correspondent of the opposition paper La Republica, was last seen entering the Marine barracks in Huanta, Ayacucho, on 1 August 1984. He is assumed to have been killed by the marines because he knew something about the killing of six people from a nearby evangelical church.

In this introduction to the special section on the future of the Australasian marketing academy, we reflect on the rapidly changing academic environment and the challenges and priorities this raises for the marketing discipline. Specifically, we consider the value of marketing education and research to stakeholders, how marketing can contribute to emerging challenges across business and society, how the marketing academy can amplify marginalised voices and be more inclusive, and the health and wellbeing of marketing academics. Next, we present key findings from research we conducted to examine issues of equity, inclusion and wellbeing within the Australian and New Zealand Marketing Academy (ANZMAC) member environment. We highlight which problems persist and where change is needed to challenge exclusionary dynamics and foster a more inclusive academy. To unpack and draw further attention to these issues, we then introduce the six papers that comprise the special section. Collectively, these papers present provocations on the future of the Australasian marketing academy and invite you to consider where we should be headed and what actions must be taken.

A challenging concept to teach, few combined courses on epidemic-related global health diplomacy and security exist, and no known courses are currently available that have been exclusively designed for African nationals. In response, the University of California, San Francisco's Center for Global Health Delivery, Diplomacy and Economics (CGHDDE) developed and delivered a workshop for LMIC learners to better understand how politics, policy, finance, governance and security coalesce to influence global health goals and outcomes.

Purpose
– Despite the importance of the diffusion of new products, there is not yet a single scale to measure consumer innovativeness and new product adoption behavior efficiently and effectively across countries. The purpose of this study is to examine the relationship between consumer innate innovativeness, vicarious innovativeness, domain specific innovativeness, the desire for unique consumer products, and the adoption of consumer electronic products across three countries in the Asia-Pacific region: Australia, China, and Taiwan.


Design/methodology/approach
– Data were collected through a survey in Melbourne, Australia, Shanghai, China and Taipei, Taiwan. The conceptual model was tested using structural equation modeling.


Findings
– This study finds that domain specific innovativeness primarily influences the adoption of such products across the three countries. The study further suggests that vicarious innovativeness affects Australians
'
new product adoption behavior. In contrast, the desire for unique consumer products is a predictor of new product adoption for customers with a Chinese cultural background. Surprisingly, the authors find that consumer innate innovativeness has a negative effect on vicarious innovativeness.


Research limitations/implications
– This study provides further insights into relationships between consumer innovativeness measures.


Practical implications
– This study enhances marketers
'
capabilities to develop various launching strategies in different countries and providing further insights into relationships between consumer innovativeness measures.


Originality/value
– This study highlights the importance of relationships among various types of consumer innovativeness in order to expand our understanding of relationships and approaches to measure innovativeness and adoption.

Marketers in China have long used the government's system of city tiers as a de facto segmentation tool. Previous research shows that this has led to assumptions on the part of advertisers about differing levels of conservatism and uncertainty avoidance between city tiers. This in turn has resulted in advertisers' reluctance to invest in creative advertising, particularly when it is directed at consumers in low tier Chinese cities. This paper investigates potential differences in consumer response to advertising creativity between high (Tier 1–2) and low (Tier 5–6) Chinese cities; the moderating effect of uncertainty avoidance on Chinese consumer processing of creative ads; and the efficacy of tiers as a means of segmenting the complex Chinese marketplace. Findings reveal that regardless of tier, Chinese consumers respond positively to advertising that engages their emotions. Additionally, while Chinese consumers rank high in uncertainty avoidance, this does not moderate their response to creative ads.