<title>Abstract</title> This article presents a case study of a social marketing intervention, developed as an innovative action research project for a Fire Service, to tackle the public service challenge of reducing the incidence of deliberate countryside fire-setting in certain communities. The case...

This article examines the enactment of new public management (NPM) in public service professional organizations, the nature of professional/managerial subjectivities promoted within the NPM discourse, and the implications for male and female professionals/managers. The article has two aims....