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1764 marked both the publication of the first Gothic story, Horace Walpole’s The Castle of Otranto (1764), and the birth of one of the most popular Gothic writers of the romantic period—Ann Radcliffe. 250 years later, Ann Radcliffe, Romanticism and the Gothic, edited by Dale Towshend and Angela Wright, freshly re-examines Radcliffe’s work, looking at the impact and reception of her œuvre and its relationship to the Romantic literary and cultural contexts. If the Gothic was considered as low m...

Introduction:\ud Malignant pleural mesothelioma (MPM) is difficult to diagnose. An accurate blood biomarker could prompt specialist referral or be deployed in future screening. In earlier retrospective studies, SOMAscan proteomics (Somalogic, Boulder, CO) and fibulin-3 seemed highly accurate, but SOMAscan has not been validated prospectively and subsequent fibulin-3 data have been contradictory.\ud \ud Methods:\ud A multicenter prospective observational study was performed in 22 centers, generating a large intention-to-diagnose cohort. Blood sampling, processing, and diagnostic assessment were standardized, including a 1-year follow-up. Plasma fibulin-3 was measured using two enzyme-linked immunosorbent assays (CloudClone [used in previous studies] and BosterBio, Pleasanton, CA). Serum proteomics was measured using the SOMAscan assay. Diagnostic performance (sensitivity at 95% specificity, area under the curve [AUC]) was benchmarked against serum mesothelin (Mesomark, Fujirebio Diagnostics, Malvern, PA). Biomarkers were correlated against primary tumor volume, inflammatory markers, and asbestos exposure.\ud \ud Results:\ud A total of 638 patients with suspected pleural malignancy (SPM) and 110 asbestos-exposed controls (AECs) were recruited. SOMAscan reliably differentiated MPM from AECs (75% sensitivity, 88.2% specificity, validation cohort AUC 0.855) but was not useful in patients with differentiating non-MPM SPM. Fibulin-3 (by BosterBio after failed CloudClone validation) revealed 7.4% and 11.9% sensitivity at 95% specificity in MPM versus non-MPM SPM and AECs, respectively (associated AUCs 0.611 [0.557–0.664], p = 0.0015) and 0.516 [0.443–0.589], p = 0.671), both inferior to mesothelin. SOMAscan proteins correlated with inflammatory markers but not with asbestos exposure. Neither biomarker correlated with tumor volume.\ud \ud Conclusions:\ud SOMAscan may prove useful as a future screening test for MPM in asbestos-exposed persons. Neither fibulin-3 nor SOMAscan should be used for diagnosis or pathway stratification.

Noninvasive ventilation (NIV), including bilevel positive airway pressure and continuous positive airway pressure, is a safe and important therapeutic option in the management of prehospital respiratory distress. NAEMSP recommends:NIV should be used in the management of prehospital patients with respiratory failure, such as those with chronic obstructive pulmonary disease, asthma, and pulmonary edema.NIV is a safe intervention for use by Emergency Medical Technicians.Medical directors must assure adequate training in NIV, including appropriate patient selection, NIV system operation, administration of adjunctive medications, and assessment of clinical response.Medical directors must implement quality assessment and improvement programs to assure optimal application of and outcomes from NIV.Novel NIV methods such as high-flow nasal cannula and helmet ventilation may have a role in prehospital care.

Research supervision is the highest level of teaching for academics. Yet, in many cases, academics are allocated supervision without any formal training. For many supervisors, their supervision approach will be a mirror of what they have experienced themselves at post-graduate levels. Many supervisors consider that this form of teaching is stressful and onerous due to the responsibility placed on it by the Higher Education Institution and the student ultimately. What can be done to support supervisors in their supervisory journey? There is a void in the academic literature on research supervision with scant aids available to the supervisor (Cullen, 2009). Brew and Boud (1995) outline the importance of instructor knowledge; however, supervisors only gain extensive supervisory experience over the years. The aim of this study is to better understand the supervisory process. Data was gathered from 12 lecturers engaged in supervision across various disciplines. Findings indicate that supervisors need to adopt and continually change to differing circumstances and different student personalities while supervising. It is essential that formal supervisory training be provided for all supervisors. The findings from this evaluation are novel and will be beneficial to research supervisors across various disciplines. Keywords: Research Supervision, Multi-Disciplinary, Reflection.

This study has addressed and identified the problems in managing the existing emergency supply chain of Bangladesh in all phases of operation in terms of the primary drivers of the supply chain. It has also attempted to conceptualize and suggest an effective emergency supply chain. In this context, a thorough field investigation in several districts was conducted among the employees of the organizations sharing common information with similar protocols and implications (interoperable). Information was collected from the employees of all the participating organizations involved in disaster management through a semi-structured questionnaire based survey. The respondents addressed and illustrated several interconnected reasons which are inhibiting proper forecasting, procurement, storage, identification of affected people, and distribution. The respondents pointed out that the mismatching of objectives in the different organizations resulted in non-interoperability among the participating organizations. These issues are related to the malfunctioning of management with multidimensional organizational conflicts. Reflecting those issues, an emergency supply chain for disaster management is proposed in this study.

The main objective of this study is to develop the scale items of consumers’ attitudes toward Facebook advertisements and to theorize consumers’ attitudinal behaviour. To undertake this study, a research assistant was appointed, who is also an active member of Facebook, to introduce a message about the product Samsung Tab S, and to pass it to other members of their network. From this experiment, different members of their network participated in generating, passing, and receiving messages to develop a preliminary structured perception which was converted to generate scale items to measure attitude. Then an independent empirical study was conducted among members of a social network to verify and validate these scale items and their underlying constructs. From the findings in this study, it is identified that attitudes toward social network advertisement, i.e., any effort to communicate messages about products among network members, who are also consumers of different products, is formed and persuaded by hedonic motivation (HM), source derogation (SD), self-concept (SC), message informality (MI), and experiential messages (EM).

This novel research pivoted around a collaborative cyclical learning experience between businesses in a City Centre scape and a local Higher Education Institution. This concept provided for a dual aspect to learning; third level MBA students in parallel with business operatives in a City. The students were tasked with addressing a business problem in cooperation with City Hall and to write a ‘service charter for this city’, while being assessed for progression for their MBA. This Collaborative experiential learning (Kolb, & Kolb, 2017) centred on a group of 22 MBA students while they interacted with 20 businesses in a European City to research, develop and write a service charter. Details of the development of the charter per se are not dealt with in this paper, just the experience of its development by the students and business alike. Finding novel ways to assess third level students is always a challenge for Higher Education Institutions. Imagine the opportunity of being placed at the fulcrum of learning and business development through a dual aspect collaborative learning challenge and experiential learning. An experimental approach was afforded to MBA level 9 students when they were tasked with writing a ‘Service Charter ‘for their City – while in parallel, being assessed through ‘problem solving’ for 5 ECTS credits with the third level partner. The dual aspect of learning and co-creation between businesses and college began when the students sought to solve a problem for City businesses and find a solution to their problem and reflect on it, and the second, when a recommendation came from the research that the businesses needed to undertake further training in order to implement the plan of the final City Service Charter.

Covid-19, a corona virus, has maintained its momentum in spreading among communities. In this context of social crisis, this study seeks to identify the reasons for the partial failure to fulfill the intended goal of lockdown, and to formulate an inclusive behavioral model reflecting comprehensive human behavior and social psychology. In order to answer the research questions, this study has conducted extensive interviews among individuals who were targets of the lockdown system. From this exploratory and qualitative investigation, researchers have recognized four paradigms as the key to understanding human behavior and social psychology in violating lockdown as a social isolation system during this period of crisis. The identified parameters depicting social behavior are: Derogation and Argument (SDA), Tangible Need and Deficiency (TND), Intangible Desire and Expectancy (IDE), and Evaluation of Benefit and Loss (UBL). Finally, as a comprehensive guideline, a grounded theory of the social behavior ‘paradigm for lockdown violation (PLV)’ is explored as the reason for the violation of the social system.

I hear, and I forget. I see, and I remember. I do, and I understand, (Asian Proverb). The context of this research is the examinination of teaching practice through the lens of ‘microteaching’, thus affording the opportunity to reflect on and evaluate one’s personal delivery with the view to instigating better actions for practice in the future. This study specifically contributes to a novel critical enhancement of level 9 teaching delivery where the cohort are adult learners. The focus of this evaluation on current practices is to establish where improvements could be made to teaching delivery through the direct scrutiny of peers. Reflection on the feedback and on the sessions was reviewed and recommendations were embraced and operationalised. The empirical data was gathered through three peer review microteaching sessions that were recorded and where feedback was given after each session. The microteaching was repeated once a month over a 3-month interval process. Feedback from the sessions was analysed and recommendations for practice were developed. These recommendations will be considered, and relevant resultant changes will be made to improve future practice at level 9. It is envisaged that the findings of this research will better inform the author, the academic plan, and the faculty for future teaching practice. Keywords: Microteaching, Instructor Evaluation, Reflection.

This paper examines ‘Enquiry Based Learning’ (EBL) as an engagement strategy for assessment at ‘taught masters’ level 9. The master students in question are adult learners in full time employment and the empirical data was gathered from these students. First, an outline of the key features of EBL is presented and, from there, an investigation of how it is viewed when applied to a specific problem statement by the masters students. EBL creates a memorable atmosphere in the classroom and encourages deep learning (Ramsden, 1992). EBL also encourages active learning, which is more enjoyable for the students (Eison, 2010), especially adults – offering more control (Whowell, 2006). Learning should not be passive or a spectator sport; students learn most effectively by active engagement (Karmas, 2006), with an interesting project, hence, the use of EBL. It is vital that we move beyond a conceptualisation of education as the simple acquisition of knowledge to one which equally emphasises, nurtures and assesses innovation and expertise in the utilisation and application of knowledge, (Boland, 2010). The findings of this research are relevant and important as they inform practice and feed into future programme reviews when considering the inclusion of EBL for assessment.

Consumers are increasingly discerning about food choices. This research explores the attitudes of Irish consumers to local and artisan food products, and, in particular, if they would consider the supermarket environment as a location of choice for the purchase of these foods. This research applied a quantitative methodology to address the research question. 126,110 supermarket customers were contacted through an Irish supermarket loyalty data base, which resulted in 14,646 completed responses. This rich data allowed the researchers access to the attitude of Ireland’s consumers to speciality local food products, normally absent from the supermarket shelf. 98.8% of respondents would like to be able to purchase local food products in a supermarket, and 76% of respondents expect to pay either less than, or the same price for local food products, as they do for other similar standard foods. This research will be of direct benefit to parties involved with the grocery retail sector in Ireland.

The persistent existence of the 'gender pay gap' in organisations, and the lack of females at executive level position in Ireland due to motherhood is the context for this paper. In particular, this study seeks to investigate why women's careers are impacted by childbearing. The study investigates if there is a correlation between taking maternity leave, and women's career progression in the work place. The increasing length of maternity leave benefits and flexible work arrangements results in elongated absence of females from the workplace. This leads to stereotypical role emergence by both men and women. Women take on the main responsibilities of home and child rearing, while men maintain and expand their careers. As a result, a marked absence of women exists at senior executives levels in organisations both in Ireland and internationally. Many studies have drawn attention to the challenges faced by women in reaching executive level positions in organisations. There is, however, very limited empirical research conducted with females, their co-workers, and managers, on the behaviour of women returning to the work place post maternity leave. In particular, there is a lack of research on the issues faced by individuals in Irish organisations. A significant finding of this study is that women's careers are impacted by having children, but, more significantly, by their prevailing roles as primary care givers to their families and home responsibilities. Enhancing the relevance of this study, key trends that emerged suggest that women's motivation concerning their current work remains constant, and they become more productive when they return to the workplace after maternity leave. This research found however, that the majority of women, post maternity leave, consciously decide to reduce their career ambitions and progressions, as family now becomes their highest priority. The primary findings of this study will contribute to the limited research in an Irish context of female career progression, and Irish maternity leave. Significantly, the study will contribute to the body of literature on gender 'pay gap', and gender equality, in the workplace and society. This study will be of particular relevance to managers and HR policy makers.

In today¡¯s global environment, the dairy farmer and his herd have lost major importance and influence as a consequence of a variety of factors, among them the Industrial revolution, continued and increasing consumerism, the technological explosion, and the ever-expanding concentration of people in urban areas. This research study examines the Irish dairy industry in its current format. The objective of this study is to look at what dairy farmers need to do to grow and expand their business efficiently and effectively. The major challenge for the industry is to attract a new generation of knowledgeable workers to the land. This needs to be balanced by ensuring that both the deep traditions and the experienced culture of farming generations remain at the heart of agricultural practice. The future of the Irish Dairy industry will be scrutinised over the next few years as reforms take place and economies adjust, amid the expectation that world markets will stabilise. The proposed abolition of milk quotas in 2015 will be one of the most significant landmarks in farming history since Ireland¡¯s entry into the European Union in 1973, and the introduction of milk quotas in 1984. This study also examines whether Ireland will remain on its current trend of a steady decline of individuals holding farms, and if the industry will become a gathering of ¡°multi-nationals¡±, similar to other commodity markets. Can the Irish dairy farming community formalise a strategy together to ensure that all members make a substantial contribution and have an input in its future success? After an extensive review of the relevant pertinent literature, a qualitative methodology was applied for this current research. Face to face interviews were conducted with relevant and appropriate people, including the current Irish Minister for Agriculture, Mr. Simon Coveney T.D. Nine interviews were completed for the purpose of this study, and contributors were purposely chosen because of their expertise in the area. The study reveals that the outlook for the Irish dairy industry is a positive one, but it will be important for the industry to closely examine comparative situations, in particular to give attention to the New Zealand model. Findings suggest that dairying post 2015 can do the same for rural Ireland as it did for the South Island of New Zealand 20 years ago. Caution must also be exercised that Ireland does not experience the same social implications as the New Zealanders did. This study has found that grass-based milk production is an area where Ireland has a real, sustainable, competitive, and international advantage. The focus and ambition of the future should be for the dairy industry to turn the land of green hills and mountains into the land of the green ¡®notes¡¯, preferably euro notes. This study will benefit the dairy industry, farming organisations, entrepreneurs, legislators and political leaders in analysing the industry and determining its future.

Support seeking is one of a variety of coping strategies used to manage stress, and has been found to have beneficial effects. However, young people, including those who have offended (committed/been convicted of a criminal offence) do not tend to seek support for their difficulties. This is particularly concerning given the high levels of mental health problems identified in young people who have offended. Despite these findings, little research has been conducted into support seeking in this population. To address this gap in the literature it was thought important to explore support seeking in this population by asking the following research question: 'What are the perceptions of support seeking in young people attending a youth offending team?' Semi-structured interviews were carried out with six males (aged 13-18), recruited from a youth offending team. Interviews were audio taped, transcribed and analysed using interpretative phenomenological analysis. The analysis yielded four master themes; Youth Offending Team Prompting Reflection, Damaged Self, Complexity of Relationships and Internal Conflicts. Generally participants perceived support seeking as beneficial, but barriers (including their perceptions of their self and others) meant that they did not tend to view it as a viable coping strategy for them. These perceptions may be common to the general population of young people but possibly exaggerated in young people who have offended, potentially as they are likely to have had particularly high levels of negative or traumatic experiences. Interventions aimed at addressing these barriers may help young people who have offended to seek support.

The persistent existence of the 'gender pay gap' in organisations, and the lack of females at executive level position in Ireland due to motherhood is the context for this paper. In particular, this study seeks to investigate why women's careers are impacted by childbearing. The study investigates if there is a correlation between taking maternity leave, and women's career progression in the work place. The increasing length of maternity leave benefits and flexible work arrangements results in elongated absence of females from the workplace. This leads to stereotypical role emergence by both men and women. Women take on the main responsibilities of home and child rearing, while men maintain and expand their careers. As a result, a marked absence of women exists at senior executives levels in organisations both in Ireland and internationally. Many studies have drawn attention to the challenges faced by women in reaching executive level positions in organisations. There is, however, very limited empirical research conducted with females, their co-workers, and managers, on the behaviour of women returning to the work place post maternity leave. In particular, there is a lack of research on the issues faced by individuals in Irish organisations. A significant finding of this study is that women's careers are impacted by having children, but, more significantly, by their prevailing roles as primary care givers to their families and home responsibilities. Enhancing the relevance of this study, key trends that emerged suggest that women's motivation concerning their current work remains constant, and they become more productive when they return to the workplace after maternity leave. This research found however, that the majority of women, post maternity leave, consciously decide to reduce their career ambitions and progressions, as family now becomes their highest priority. The primary findings of this study will contribute to the limited research in an Irish context of female career progression, and Irish maternity leave. Significantly, the study will contribute to the body of literature on gender 'pay gap', and gender equality, in the workplace and society. This study will be of particular relevance to managers and HR policy makers.

In today’s global environment, the dairy farmer and his herd have lost major importance and influence as a consequence of a variety of factors, among them the Industrial revolution, continued and increasing consumerism, the technological explosion, and the ever-expanding concentration of people in urban areas. This research study examines the Irish dairy industry in its current format. The objective of this study is to look at what dairy farmers need to do to grow and expand their business efficiently and effectively. The major challenge for the industry is to attract a new generation of knowledgeable workers to the land. This needs to be balanced by ensuring that both the deep traditions and the experienced culture of farming generations remain at the heart of agricultural practice. The future of the Irish Dairy industry will be scrutinised over the next few years as reforms take place and economies adjust, amid the expectation that world markets will stabilise. The proposed abolition of milk quotas in 2015 will be one of the most significant landmarks in farming history since Ireland’s entry into the European Union in 1973, and the introduction of milk quotas in 1984. This study also examines whether Ireland will remain on its current trend of a steady decline of individuals holding farms, and if the industry will become a gathering of “multi-nationals”, similar to other commodity markets. Can the Irish dairy farming community formalise a strategy together to ensure that all members make a substantial contribution and have an input in its future success? After an extensive review of the relevant pertinent literature, a qualitative methodology was applied for this current research. Face to face interviews were conducted with relevant and appropriate people, including the current Irish Minister for Agriculture, Mr. Simon Coveney T.D. Nine interviews were completed for the purpose of this study, and contributors were purposely chosen because of their expertise in the area. The study reveals that the outlook for the Irish dairy industry is a positive one, but it will be important for the industry to closely examine comparative situations, in particular to give attention to the New Zealand model. Findings suggest that dairying post 2015 can do the same for rural Ireland as it did for the South Island of New Zealand 20 years ago. Caution must also be exercised that Ireland does not experience the same social implications as the New Zealanders did. This study has found that grass-based milk production is an area where Ireland has a real, sustainable, competitive, and international advantage. The focus and ambition of the future should be for the dairy industry to turn the land of green hills and mountains into the land of the green ‘notes’, preferably euro notes. This study will benefit the dairy industry, farming organisations, entrepreneurs, legislators and political leaders in analysing the industry and determining its future.

Branding aids companies in the acquisition of new customers, allows them to build a favourable reputation, leads to increased customer loyalty and, ultimately, is a driver of profitability. Although there is an impressive quantity of academic literature related to both large corporate and product line branding, there has been less focus regarding the research on branding of small businesses, despite their economic importance. In the specific case of SMEs in Ireland, branding studies are scant. There is little understanding of the branding practices of SME founder-owners in Ireland, and, moreover, a lack of clarity as to their knowledge levels apropos the strategic brand management process. Essentially, many small business owners may not even realise that their business is a brand, partly due to a lack of understanding of what the concepts of a brand and branding actually mean. This paper presents findings from research associated with the brand development practices of Irish micro and small enterprises. A qualitative data collection tool, leveraging semi-structured interviews is employed to collect substantive and relevant data from 10 Irish micro and small business owners. The study extends the knowledge of the brand development process being undertaken by these companies. The findings in this study reveal an unfavourable picture in terms of branding practices in Irish SME’s and demonstrates a lack of understanding and devotion on behalf of founder-owners towards the process. These conclusions have direct implications for branding literature, specifically in relation to Irish and international SMEs and also for managerial practice within those organisations.

This research provides an opportunity to reflect, evaluate and to implement better procedures for practice, specifically, the research supervision of post graduate students at the taught Masters Level. In this context, empirical data were gathered from recently graduated ‘taught masters’ students in the business arena in an Irish Third Level Institution. The main objective was to understand their specific research and learning needs better. This current research is novel, as an examination of the academic literature in relation to this area is scant. It is envisaged that this research will provide a ‘voice’ for the students in this field. A quantitative approach was applied and data were gathered from 62 adult graduates.The main finding of this study concerns the alignment of the programme as a whole, where it has become apparent and recommended that a taught module on the programme, ‘research methods’(a mandatory module) will need to be delivered just prior to the commencement of the research thesis module that this research paper appraises. Currently, it is delivered over a year before commencement of the research thesis proper to the students. Overall, the findings are positive and are discussed in detail in this research.The main aim of this evaluation of current practices is to establish where improvements can be made as a direct result of the recommendations from the recent graduates in this study. These recommendations will be considered, and relevant resultant changes will be made to improve future practice. It is envisaged that the findings of this research will better inform the author, the Department, and the Faculty of Business & Humanities for future programmatic reviews. The objective is that more effective methods will be established for future students to achieve their own learning and research objectives more effectively.

The special relationship that exists between the United States of America and the island of Ireland has its origins predominantly in emigration. Through several centuries, the interaction generated by familial ties has steadily developed into a strong and lasting bond irrevocably linking both nations. The relationship between the United States of America and Ireland has provided the impetus for a continual flow of traffic across the Atlantic. This movement of people and vessels to and fro, engaged in the varied tasks of commerce, family interaction, and leisure, created a new energy for the tourism industry sector in Ireland which continues to flourish into modern times. This paper presents new findings on the Irish tourism industry, with particular reference to the American tourist’s emotional relationship. The paper seeks to outline the historical framework governing the development of the relationship between the United States and Ireland, and identifies the emotional and connectional factors that bind the two nations.

Introduction An exercise which started out as an aide memoir for medication administration/documentation was recognised and adapted to become an audit tool to measure the amount of breakthrough medications given. It was recognised that administering these medications takes a huge amount of time on a daily basis and so has other implications. Aims The purpose of this presentation is to highlight the issues surrounding breakthrough medication needs of patients in a hospice inpatient unit. This will highlight issues surrounding symptom control, drug rounds as well as quantifying a huge part of the nursing role making it easier to measure. Method Staff document every breakthrough drug given over a 24 period, this includes the type of drug, time given and number of inpatients. Data it is divided in to 4 h blocks to give a clearer picture of when breakthrough medication is needed. Results A snapshot comparison between January 2010 and January 2011 is given. Although the results demonstrate a correlation between the number of patients and number of breakthroughs given, other patterns have emerged. Most breakthroughs consistently occurred between 10:00 and 14:00, the least between 02:00 and 06:00. Total number for January 2010 was 617, for January 2011 745. This on average equates to around 227 h of nursing time over the 2 months. Conclusion The amount of breakthrough medications given is huge, the impact of which on patients is difficult to measure. Specific times when breakthrough needs are greater have been assessed and the morning drug round time changed. This has been helpful to quantify a complex part of the nursing role which may be helpful particularly to non-clinicians. Recommendations Further studies are recommended to include more detailed analysis of specific data. Suggestions are specific symptoms, methods of administration, effectiveness of end of life care, prescribing and implications for staff.

Ninety-four volunteers participated in a three-day weighed dietary survey and had their blood pressures measured once. They were classified according to their fibre intake. Subjects with a high-fibre intake were found to have lower mean blood pressures than those with a low-fibre intake. Forty-two of the volunteers further participated in a group of experiments. Those eating a high-fibre diet decreased their dietary fibre, and those eating a low-fibre diet increased their dietary fibre. The first group (11 subjects) showed increased mean blood pressures after four weeks of eating the experimental diet. The last group (31 subjects) showed decreased mean blood pressures after four weeks of eating the experimental diet. The 11 subjects consuming the low-fibre experimental diet showed a decrease in mean blood pressure when some of the saturated fat in their diet was replaced by polyunsaturated fat. A similar substitution carried out by 14 of the subjects consuming the high-fibre experimental diet also resulted in decreased mean blood pressure, but this was not statistically significant. Twelve more volunteers, with hypertension, were all found to have low-fibre diets. They consumed a high-fibre diet for a six-week experimental period, but their mean blood pressures did not decrease significantly; individual recordings varied substantially during this period.It is suggested that differences in the type and quantity of dietary fibre and fat may be responsible for the lower mean blood pressures of groups of vegetarians compared with similar groups of non-vegetarians.

The Gaelic Athletic Association (GAA) has been synonymous with the sporting tradition of Ireland since 1884, and the links it has developed with the parishes and communities of Ireland have been based on the organization’s ethos of volunteerism and amateurism in Gaelic games. Modern Ireland has brought with it many challenges for the GAA, especially in relation to internal and external issues. The dynamic of sport in Ireland has changed with the introduction of professionalism in soccer and rugby, and this has caused the validity of the amateur status of the Gaelic Athletic Association to be questioned. The development of professional sports brands, such as ‘Munster Rugby’, and ‘Leinster Rugby’, has been achieved through an aggressive marketing policy within the rugby fraternity. This research is an examination of the Gaelic Athletic Association as an amateur sporting organization in an era of professionalism in Ireland. This study is particularly focused on analyzing the elements of the GAA that contribute to its success and investigating the competitive relationship between the GAA and the growth of professionalism in sport. The amateur ethos is defined in this research as a key metric for sustaining an amateur organization in an environment where the era of professional sports is becoming more prevalent in Ireland. The empirical research gathered for this study was based on a qualitative methodology consisting of 18 semi-structured, face to face interviews with individuals who had relevant but varied experience within the GAA, such as players, coaches, managers and administrators. This research study recommends that the GAA adopt an innovative approach, through strategic decision-making, to allow the GAA to maintain its amateur ethos, and, yet, successfully compete in the professional sporting market. The strong links with the community must be both nurtured and enhanced. The GAA and Gaelic games must embrace the challenges that the branding success of foreign sports has brought. Player welfare issues for the elite players must be addressed while continuing to protect the club and its amateur structures. The study looks at the key metrics that are required to evolve the GAA. This entails not only focusing on the perceived importance of the amateur ethos to the GAA, but also developing the marketing, branding and profiling of Gaelic games to enhance the performance of an amateur sporting organization in an era of increased professionalism in sport.