bluuebunny/crossref_metadata_2025 huggingface dataset:
Toyota's violin‐playing robot
Authors: Kusuda Yoshihiro
Published: November 2008

Purpose

The paper aims to report on Toyota's violin‐playing robot and Toyota's strategy for its “partner robot” business for the future.

Design/methodology/approach

The work is based on an interview with the R&D team of Toyota.

Findings

The paper finds that, in view of Toyota's robot business as a core business for the future, the company is devoting huge resources in the development of fundamental technologies that should support service robotics. The violin robot is not the goal of Toyota, but only a demonstration of Toyota's ongoing research and development on dexterity.

Originality/value

The paper elaborates how the violin‐playing robot plays a violin.
Brain‐controlled robot agent: an EEG‐based eRobot agent
Authors: Wu Li‐Wei , Liao Hsien‐Cheng , Hu Jwu‐Sheng , Lo Pei‐Chen
Published: November 2008

Purpose

This paper aims to present a novel embedded‐internet robot system based on an internet robot agent and the brain‐computer interface (BCI) scheme.

Design/methodology/approach

A highly flexible and well‐integrated embedded ethernet robot (eRobot) was designed with enhanced mobility. In the eRobot, a circuit core module called a tiny network bridge (TNB) is designed to reduce robotic system cost and increase its mobility and developmental flexibility. The TNB enables users to control eRobot motion via embedded ethernet technology. Through electroencephalogram (EEG) feedback training, the command translation unit (CTU) and alertness level detection unit (ADU) allow the eRobot to perform specific motions (for example, lying down or standing up) to reflect alertness levels of the user, and move forward, turn left or right following the user's command.

Findings

After a short training period, subjects could achieve at least 70 percent accuracy in the CTU game testing. And the error rate of ADU, estimated from the results of classifying 496 labeled EEG epochs, was approximately 10.7 percent. Combining an encoding procedure, the commands issued from the CTU could prevent the robot from performing undesired actions.

Originality/value

The eRobot could reflect some physiological human states and be controlled by users with our economical design and only two bipolar EEG channels adopted. Thus, users could make the EEG‐based eRobot agent his or her representative. Based on the proposed EEG‐based eRobot system, a robot with increased sophistication will be developed in the future for use by disabled patients.
Mobile robotic system for detection and location of antipersonnel land mines: field tests
Authors: Cobano J.A. , Ponticelli R. , Gonzalez de Santos P.
Published: November 2008

Purpose

The purpose of this paper is to present the results obtained in the field tests of a new system for detection and location of antipersonnel land mines.

Design/methodology/approach

The paper presents briefly the overall system and then it focuses on the description and analysis of the results obtained in three basic experiments: accuracy for following trajectories, mine detection and capability for walking over landmines.

Findings

The paper finds that the system has been assessed positively for this specific application because it satisfies the initial system requirements.

Research limitations/implications

The research and experiments have been focused on irregular terrain with low vegetation and free from obstacles. Further research will be focused on the complete coverage of a terrain including large vegetation and obstacles.

Practical implications

This paper presents practical results for a very well defined application: humanitarian de‐mining. However, many of the results related with robot location, following of trajectories and general control techniques are applicable to any mobile robot for outdoor applications in general.

Originality/value

This paper is the first work (to the best author's knowledge) reporting experimental features of a walking system for humanitarian de‐mining. The paper does not only report on the mobile platform, but also on the scanning manipulator and sensor head features.
A dialogue manager for multimodal human‐robot interaction and learning of a humanoid robot
Authors: Holzapfel Hartwig
Published: November 2008

Purpose

This paper aims to give an overview of a dialogue manager and recent experiments with multimodal human‐robot dialogues.

Design/methodology/approach

The paper identifies requirements and solutions in the design of a human‐robot interface. The paper presents essential techniques for a humanoid robot in a household environment and describes their application to representative interaction scenarios that are based on standard situations for a humanoid robot in a household environment. The presented dialogue manager has been developed within the German collaborative research center SFB‐588 on “Humanoid Robots – Learning and Cooperating Multimodal Robots”. The dialogue system is embedded in a multimodal perceptual system of the humanoid robot developed within this project. The implementation of the dialogue manager is geared to requirements found in the explored scenarios. The algorithms include multimodal fusion, reinforcement learning, knowledge acquisition and tight coupling of dialogue manager and speech recognition.

Findings

Within the presented scenarios several algorithms have been implemented and show improvements of the interactions. Results are reported within scenarios that model typical household situations.

Research limitations/implications

Additional scenarios need to be explored especially in real‐world (out of the lab) experiments.

Practical implications

The paper includes implications for the development of humanoid robots and human‐robot interaction.

Originality/value

This paper explores human‐robot interaction scenarios and describes solutions for dialogue systems.
Wafer prealigning robot based on shape center calculation
Authors: Fu Z. , Huang C.X. , Liu R.Q. , Zhao Y.Z. , Cao Q.X.
Published: November 2008

Purpose

The aim of this paper is to provide a new wafer prealigning robot for the photo‐etching facility during the manufacturing of IC products.

Design/methodology/approach

The shape center is measured by a reflection‐style laser sensor in the wafer's radial direction, and the position is measured by a penetration‐style laser sensor. A dynamic error compensation is applied to eliminate the radial runout and wobble of the rotary stage, which have effects on the measurement of the wafer's shape center.

Findings

It is found that the new wafer prealigning robot can satisfy the accuracy requirement.

Research limitations/implications

The robot requires that the shape center can be accurately calculated.

Practical implications

The robot is applicable to wafer prealigning for the photo‐etching facility.

Originality/value

A wafer prealigning robot based on the shape center calculation method has been developed and is described in the paper.
A study on co‐operative motion planning of a dual manipulator system for measuring radioactivity
Authors: Aomura Shigeru , Harada Muneo , Nagatomo Toshihiro , Yanagihara Satoshi , Tachibana Mitsuo
Published: November 2008

Purpose

The aim of this paper is to describe how to make a co‐operative motion plan for a dual manipulator system to measure the radioactivity of wastes produced in decommissioning a nuclear power plant.

Design/methodology/approach

The system consists of two tasks: the main task generates the path of the measuring operation and the subtask maintains a good working position by co‐operative motion of the two manipulators.

Findings

A dual manipulator system requires an effective indicator of the current working position for the realisation of flexible co‐operative motion. Extended manipulability, which takes the motion limit of each joint angle into consideration, is shown to be an effective indicator.

Originality/value

Extended manipulability, which shows the motion possible from the current configuration, is offered as an improvement on conventional manipulability.
Cooperation of robotic manipulators using non‐model‐based multiple impedance control
Authors: Moosavian S. Ali A. , Ashtiani Hadi R.
Published: November 2008

Purpose

The aim of this paper is to present the non‐model‐based multiple impedance control (NMIC) law for object manipulation tasks, which can be implemented with reasonable limited on‐line computations.

Design/methodology/approach

The multiple impedance control (MIC) is a model‐based algorithm that enforces a designated impedance on all cooperating manipulators, and the manipulated object itself. In this paper, the MIC law is modified to be implemented without using system dynamics. Therefore, this modified MIC law is a quick and more realistic algorithm for implementation in cooperating robotic systems, and so is called NMIC. Developing the NMIC law, error analysis shows that under the NMIC law all participating manipulators, and the manipulated object exhibit the same designated impedance behavior. Next, the proposed NMIC law is applied on an object manipulation task with three cooperating PUMA 560 manipulators while two of them are equipped with a remote compliant centre.

Findings

Developing the NMIC law, error analysis shows that under the NMIC law all participating manipulators, and the manipulated object exhibit the same designated impedance behavior. The obtained results show good tracking performance even in the presence of impacts due to contact with an obstacle, and also system flexibility.

Practical implications

The obtained results show good tracking performance even in the presence of impacts due to contact with an obstacle, and also system flexibility. These results reveal the merits of NMIC law as a non‐model‐based algorithm for object manipulation tasks, which can be implemented with reasonable limited on‐line computations.

Originality/value

The proposed NMIC law is applied on an object manipulation task with three cooperating PUMA 560 manipulators while two of them are equipped with a remote compliant centre.
Robot‐based surface finishing by means of a new slip sensor
Authors: Milighetti G. , Kuntze H‐B.
Published: November 2008

Purpose

Autonomous robot‐based finishing of surfaces with a reduction of the programming effort can be achieved by teaching the desired trajectory locally in the object reference frame. Thus, the flexibility of the programmed task increases and also moving surfaces can be finished. This paper aims to focus on this control concept.

Design/methodology/approach

The developed concept relies both on the use of a new slip sensor which is able to measure relative motion between the robot end‐effector and the machined object surface as well as on a continuous slip and force control algorithm. First experimental results were used to validate the concept.

Findings

The presented results were promising enough to encourage the application of the proposed concept scheme in connection with the slip sensor in industrial finishing applications.

Research limitations/implications

The first investigations provide a basis for the development of more accurate software solutions in order to optimise the performances of the slip sensor.

Practical implications

The developed slip sensor provides a cheap and flexible solution for measuring relative motion between tool and surface. Combined with the use of a force sensor, the proposed scheme can be introduce more autonomy in industrial application like polishing or deburring.

Originality/value

The paper introduces a novel slip and force control concept for coping with the industry requirement of introducing more automation in the finishing of surfaces. Such a control concept allows on one hand the finishing of moving parts and at the same time increases the flexibility of the programming and reduces the user effort.
Calibration and planning techniques for mobile robots in industrial environments
Authors: Papadopoulos Evangelos , Misailidis Michael
Published: November 2008

Purpose

This paper aims to provide a simple and cheap calibration method to improve the odometry accuracy and to present an alternative method for the control of the path produced by an already existed path planning method.

Design/methodology/approach

Through the integration of systematic odometry errors the robot's odometry parameters are estimated and through the replacement of a caster with an omniwheel the unmodeled sources of odometry errors are removed. The control of the paths shape is achieved through the definition of intermediate points and robots velocity at these points.

Findings

The paper finds that the odometry calibration method improves significantly odometry accuracy. Caster and omniwheel performance depends on the paths characteristics and on their quality. The use of intermediate points offers a very good control on the paths' shape.

Research limitations/implications

The paper encourages the manufacturers of casters and omniwheels to improve their quality. The described path planning method inevitably halts the robot at certain points. Further research must be done to avoid this drawback.

Practical implications

Odometry calibration has become a simple procedure and can be easily implemented by robot manufacturers or researchers to improve odometry accuracy.

Originality/value

The odometry calibration method significantly reduces systematic odometry errors and makes odometry reliable apart from cheap. The influence of caster and omniwheel to odometry is examined along with the influence of better controlled path shape.
Consumption patterns and silver marketing: an analysis of older consumers in Malaysia
Authors: Sim Ong Fon , Kitchen J. Philip , Jama Ata T.
Published: November 2008

Purpose

The purpose of this paper is to examine the expenditure patterns of grey or older consumers with comparisons among different demographic groups to establish important factors in terms of consumption behaviour. The findings are of relevance in the context of marketing to older consumers.

Design/methodology/approach

Based on non‐probability quota sampling, 1,500 older people from three ethnic groups in eight geographical regions in Peninsular Malaysia participated in the survey.

Findings

Research results show that these consumers spent most on food, followed by rent, fuel and power in that order. These categories of items accounted for 67 per cent of their monthly expenditure, leaving relatively little disposable or discretionary income for other potential purchase decisions. With an exception of items such as healthcare expenses, and food and beverage away from home, there were hardly any significant differences in terms of monthly expenditure patterns among the grey market in Malaysia.

Research limitations/implications

Limited to research in one developing country, i.e. Malaysia, whose population is showing aging patterns in the demographic mix, similar to those in advanced industrial/post industrial economies. The findings, and indeed the research approach, can be compared cross culturally.

Practical implications

Illustrates the value and significance of demographic variables in analysing a complex societal phenomenon. Also indicates the need for marketing strategies targetted toward this growing sector of the Malaysian economy.

Originality/value

The first paper to consider the marketing implications in research and practical terms to address issues of aging in developing economy. Research concerning older consumers (i.e. the grey cosumer market) is growing in academic and managerial importance.
Website elements in B2B online communications: a case from the UK print industry
Authors: Virtsonis Nicolas , Harridge‐March Sally
Published: November 2008

Purpose

The purpose of this paper is to examine the way in which brand positioning elements are manifested in the business‐to‐business (B2B) online environment.

Design/methodology/approach

The UK print industry is used to investigate the web site elements used to communicate positioning elements through the content analysis of corporate web pages of 30 UK print suppliers.

Findings

A framework is developed to show how web site communications are manifested in the online B2B environment.

Research limitations/implications

Because the research vehicle is a sample of websites from only one industry the findings may not be transferable to all industries nor to the whole industry. However, the model is a useful framework for helping managers to plan their online communications.

Practical implications

The paper concludes by giving recommendations about how the framework can be used by practitioners in order to improve the linkage between communications messages and the means for transferring these messages.

Originality/value

This is a novel approach to examining branding elements in the online environment. Comparatively little literature exists which examines branding in the online B2B environment.
Brand equity for online companies
Authors: Rios Rosa E. , Riquelme Hernan E.
Published: November 2008

Purpose

The purpose of this paper is to determine if the traditional approach to measuring brand equity applies to online companies.

Design/methodology/approach

This objective is pursued by: developing a measurement model of brand equity for online businesses; and testing the nomological validity of the model using structural equation modelling.

Findings

This study finds partial support for the application of the offline brand equity theoretical framework based on brand awareness, brand associations and loyalty for online companies. Brand loyalty and brand value associations directly create brand equity.

Research limitations/implications

The study is cross‐sectional, the indicators or observable variables used in this study may not be deemed comprehensive enough, no interaction effects have been incorporated, and finally, the research study was based on a few online business retailers.

Practical/implications

The results support the view that a consumer's perceived sense of value resulting from a transaction with an online business develops loyalty. Also, brand‐trust association and brand awareness indirectly contribute to creating brand equity through their influence on loyalty. Loyalty is by far the most important source of brand equity because of its direct influence and mediating role in creating brand equity.

Originality/value

While many studies have identified and ratified the importance of brand equity dimensions among traditional firms, few have tested the model with online companies.
Evaluating viral marketing: isolating the key criteria
Authors: Cruz Danilo , Fill Chris
Published: November 2008

Purpose

There has been little evidence of any work undertaken to measure the effectiveness of viral marketing campaigns. This paper aims to report on research undertaken to determine the key criteria that viral marketing practitioners believe should be used to measure the success of viral marketing campaigns.

Design/methodology/approach

Semi‐structured interviews were undertaken with some of the premier web masters, those leading the development of much of the UK's viral marketing activities.

Findings

Two forms of viral marketing were identified, “random” and “placed virals”. The paper presents a viral marketing evaluation framework that identifies three key objectives and their particular evaluation criteria. Financial objectives and the need to measure the return on investment were identified as previously undocumented key issues.

Research limitations/implications

The small size of the sample prevents generalization but the findings suggest that further research is necessary to confirm these findings and to explore the topic in greater detail.

Practical implications

Using the framework to measure the success of a campaign can help clients and agencies be more accountable and effective with respect to viral campaigns.

Originality/value

The determination of the evaluation of critieria of viral marketing campaigns is important because it is undertaken from a practitioners' perspective and is a topic not previously explored.
Exploring e‐service quality: a study of Irish online banking
Authors: Loonam Mary , O'Loughlin Deirdre
Published: November 2008

Purpose

The purpose of this paper is to explore the emergence of self‐service banking technology and investigates customers' perceptions of internet banking self‐service within the Irish financial services sector. This qualitative study of the Irish retail banking sector explored consumers' e‐banking interactions and experiences in addition to assessing the dimensions critical to e‐banking service quality.

Design/methodology/approach

A purposive sampling technique was employed to recruit 20 consumers representing the desired range of demographic characteristics (e.g. sex, age, profession), previous internet experience levels and product‐related knowledge.

Findings

Despite commonalities between traditional service quality and e‐banking service quality dimensions, due to the remote form of the online encounter, many traditional service quality attributes were found to be redundant and instead e‐dimensions such as web usability, trust, access and information quality service recovery and flexibility emerged as important to e‐banking service provision. Based on an extant review of the literature ten e‐service dimensions were proposed and evaluated empirically in the context of e‐banking service quality. Overall, process quality emerged as key within the online context, with nine out of the ten proposed e‐banking dimensions relating to the service process.

Originality/value

The paper contributes to previous research by adding to existing knowledge regarding what constitutes e‐banking service and the determinants critical to e‐banking service quality. The paper makes key recommendations towards enhancing current online financial services quality and delivery.
The impact of brand sponsorship of music festivals
Authors: Rowley Jennifer , Williams Catrin
Published: November 2008

Purpose

The purpose of this paper is to report exploratory research into UK music festival attendees awareness of, and attitude towards, brands that sponsor music festivals. Sponsorship is an important revenue stream for music festivals, and, conversely brands perceive music festivals to be an effective channel through which to reach young target audiences. Further, there have been concerns expressed about the impact of alcohol sponsorship on drinking and health, but very little research has been conducted in this area.

Design/methodology/approach

A questionnaire was used as the primary method of data collection in order to investigate brand recall, brand awareness, brand use, brand attitude and any concerns about the potentially negative impacts of sponsorship, and specifically alcohol sponsorship.

Findings

There is evidence to suggest that brand sponsorship of music festivals has an impact on brand recall, awareness and attitude to the brand, but little evidence of impact on brand use. On the other hand, there are variations between brands and festivals. The values associated with sponsoring brands are largely positive. Some respondents indicated concerns about the consequences of sponsorship, particularly in relation to alcohol sponsorship.

Originality/value

This exploratory study has started a long overdue investigation into music festival attendees views on sponsorship. There is considerable scope for a larger scale study to investigate the impact of sponsorship over a larger number of brands and festivals, and to learn more about the sponsorship arrangements that have the most impact.
Political marketing: conceptualisation, dimensions and research agenda
Authors: Osuagwu Linus
Published: November 2008

Purpose

The purpose of this paper is to examine political marketing with regard to its different conceptualisations and dimensions, and to suggest cognate areas for empirical research efforts, especially in Sub‐Saharan Africa.

Design/methodology/approach

Perspectives from relevant extant literature on meaning and dimensions of political marketing are examined, and empirical examination of these perspectives in developing countries suggested.

Findings

It was found that political marketing has many conceptualisations and dimensions, and its practice may be coloured by environmental issues, especially in developing economies with weak democratic infrastructure.

Research limitations/implications

Empirical investigations of political marketing in developing economies, as suggested in this paper, may be constrained by secrecy, lack of secondary data, and aparty on the part of relevant party executives, among others.

Practical implications

Party executives will benefit from the conceptualisations and dimensions documented in this paper. In addition, researchers and students in the areas of marketing and political science will find the research agenda a fertile ground for empirical research effort.

Originality/value

This paper should be of value to political party executives, electoral commissions, educators and students of marketing and political science, in addition to government executives interested in relating beneficially with their citizens and other relevant stakeholders.
Collaboration in property and facilities management
Authors: Andrew Anthony , Donald Gerry , Pitt Michael , Tucker Matthew
Published: November 2008

Purpose

The purpose of this paper is to examine the problems that different public sector bodies' face in joint planning to develop and share facilities and property services and how they have overcome some of them. It examines those difficulties that remain outstanding as the public sector strives to meet changing demands on its services and public expectations within limited resources. It is designed to help facilities managers facing similar problems and to stimulate researchers to investigate some of the outstanding issues.

Design/methodology/approach

This paper examines the history of the North East of Scotland Public Sector Property Group (NESPSPG) since its inception in 2001 and examines its successes and its outstanding problems as a case study for the wider “Efficient Government” agenda.

Findings

The NESPSPG has been innovative and successful in addressing a number of difficult facilities management (FM) problems. There are some problems that are less tractable and require assistance and reform outside the control of the constituent members of the group if more progress is to continue and the “Efficient Government” agenda may provide some of the solutions.

Research limitations/implications

The paper presents recent historic material describing the NESPSPG projects to help in identifying issues that need consideration by the FM profession. It sustains the debate between FM practitioners, central and local government policy‐makers and academic researchers on the efficient collaborative use of public sector assets in Scotland's public sector.

Originality/value

The paper is a viewpoint paper and an exposition of a practical case study illustrating the problems faced by public sector facilities managers in a particular locality and considers how this sheds light on wider FM issues of collaborative working.
Is the social agenda driving sustainable property development in Melbourne, Australia?
Authors: Li Ang Su , Wilkinson Sara J.
Published: November 2008

Purpose

Sustainable property development has increased in market share over the past two to three years globally and locally. This research aims to analyze the drivers and barriers to sustainable property development in Melbourne using the triple bottom line (TBL) theoretical framework. The TBL posits that sustainability has social, economic and environmental aspects to fulfil.

Design/methodology/approach

A questionnaire was sent out to 190 developers in Melbourne who promoted sustainable property development to ascertain their views about the drivers and barriers.

Findings

This research indicates that in the 2007 Melbourne market the drivers were social rather than economic. The data reveal that social reasons are considered more than economic arguments for incorporating sustainability into developments. The business case, or the economic drivers for sustainability alone do not convince developers.

Research limitations/implications

The questionnaire survey informed us about developers' views but not why they have these views. The sample was limited to Melbourne.

Practical implications

More developments are required for developers to become convinced of the benefits. The relatively low price of energy undermines the business case for sustainability in property here and needs to be fully costed.

Originality/value

This paper illustrates that whilst the theoretical framework cites three key areas for sustainability, the reality is that developers are currently driven by social and environmental factors primarily and the business case is not accepted by the majority of developers.
A new village in Sri Lanka: learning lessons there, sharing lessons here
Authors: Janz Wes , Gray Timothy , Mulvihill Thalia
Published: November 2008

Purpose

The authors have three purposes in writing this paper: to share the authors' experiences “catalyzing” reconstruction of a village in southern Sri Lanka four months after its destruction by the Indian Ocean tsunami, to suggest that what the authors learned in a “developing world” setting has relevance in the authors' “developed world” classrooms and practices, and to consider the tactics that locals took both to engage and resist the authors' assistance.

Design/methodology/approach

The authors' approach was participatory (working as laborers for ten days), reflective (reconsidering the authors' experiences two years later and finding their influence in the authors' recent work with students), and theoretical (layering an autoethnographic framework over the authors' reflections).

Findings

It is found that traces of the Sri Lankan project can be found in the authors' work with students in the USA and Canada, and that while it is possible to find examples of locals' resistance within the village rebuilding process, incorporating such potentials and perspectives into the authors' everyday work as professors has its own complexities.

Originality/value

It is the authors' hope that this case study will contribute to the reversal of a dominant Western and educated perspective that “we” know what is best for “them” and that “they” must learn to appreciate what “we” have in mind. This challenge is taken by highlighting applications “here” of the authors' lessons learned “there” and by making themselves aware of how locals of all sorts and locations often resist the intentions of others, no matter how considered and shared the plans might be.
The quest for the fortune at the bottom of the pyramid: potential and challenges
Authors: Pitta Dennis A. , Guesalaga Rodrigo , Marshall Pablo
Published: November 2008

Purpose

The purpose of this article is to examine the bottom of the pyramid (BOP) proposition, where private companies can both be profitable and help alleviate poverty by attending low‐income consumers.

Design/methodology/approach

The literature on BOP was reviewed and some key elements of the BOP approach were proposed and examined.

Findings

There is no agreement in the literature about the potential benefits of the BOP approach for both private companies and low‐income consumers. However, further research on characterizing the BOP segment and finding the appropriate business model for attending the BOP can provide some answers to this issue.

Practical implications

The article provides some guidelines to managers as to how they need to adapt their marketing strategies to sell to the BOP market, and what type of partnerships they need to build in order to succeed.

Originality/value

The article presents a thorough analysis of the key elements involved in the BOP initiative: companies' motivations, characterization of the BOP consumers, and the business model to attend the BOP.
Integrated approach to understanding consumer behavior at bottom of pyramid
Authors: Subrahmanyan Saroja , Tomas Gomez‐Arias J.
Published: November 2008

Purpose

It is estimated that the poorest of the world, termed as being economically at the bottom of the pyramid (BoP), have a purchasing power of $5 trillion. This paper aims to study what and why they consume, and how firms can best address those needs, an area that is relatively new.

Design/methodology/approach

The authors categorize the products and services people at the bottom of the pyramid consume with specific examples of both products and companies in Asia, Africa, and Latin America, and look at the theoretical frameworks that could explain those consumption patterns.

Findings

The authors find that despite income and resource constraints, BoP consumers are sophisticated and creative. They are motivated not just by survival and physiological needs but seek to fulfill higher order needs either to build social capital, for cultural reasons or as a compensatory mechanism. They also find that when firms offer products that also fulfill these higher order needs, especially through linkages to education and job offerings, there is a greater chance of their success.

Research limitations/implications

The evidence is based on inference from examples in literature and related research on developmental economics. Empirical research to uncover motivations and their linkages to product success in different BoP markets would help to better understand sustainable approaches to BoP marketing.

Practical implications

BoP markets offer profitable opportunities. A lot can be learnt from both local and multinational companies successfully operating there. Firms should go beyond the mentality of merely removing features or services to make them cheaper. The lesson here is relevance, adaptability and tailoring products to suit specific BOP needs in an efficient manner. Also, enabling BoP education and providing marketplace services make for more sustainable approaches.

Originality/value

The study adds to BoP literature by examining consumption of this segment in an integrated manner: across various categories and linking it to motivation theories. This broad perspective would be useful not only for potential BoP marketers, but also for government and aid agencies.
Successful marketing by multinational firms to the bottom of the pyramid: connecting share of heart, global “umbrella brands”, and responsible marketing
Authors: Wood Van R. , Pitta Dennis A. , Franzak Frank J.
Published: November 2008

Purpose

This paper aims to contend that four significant ideas must be comprehended, and their connection and interaction understood if successful marketing to the 4 to 5 billion undeserved bottom of the pyramid (BOP) people in the world, by multinational firms is to be realized. These ideas are: the bottom of the pyramid (BOP) market itself; share of the heart versus consumer animosity; the nature and influence of global “umbrella” brands and responsible marketing as a guiding principle for all firms including those focusing on the BOP. Each of these ideas, in and of itself, represents an important dimension in today's global business environment, but taken together they offer a clearer understanding of how companies, particularly multinational companies, can do well (profit) and do good (improve humanity).

Design/methodology/approach

The paper briefly overviews the BOP literature, highlighting those parts most relevant to this work; expands upon the notion of “share of heart” and its twin components consumer affinity and consumer animosity; delineates the nature and impact of global “umbrella” brands in BOP marketing; synopsizes the notion of “responsible marketing” in the BOP context, and proposes a conceptual scheme of how these ideas are connected, how they interact in today's business world, and how they can lead to ongoing business success.

Findings

Mutlinational firms (MNFs) wishing to successfully pursue BOP markets need to blend their understanding of BOP uniqueness, with a clear understanding of the other three concepts, namely share of heart, gobal umbrella brands and responsible marketing. Tapping the potential of the BOP requires not only radicallly lowered priced products but also consumers with higher income. Marketers must address both parts of the problem since acting on either in isolation will not be effective.

Originality/value

Global umbrella brands of the rich world (BrandAmerica, EuroBrand, BrandNippon, etc.) must also play a part in successful BOP marketing. The future of such global umbrella brands lies to a great degree with BOP markets as these markets are still growing, and thus represent and will continue to represent either enormous partners or enormous rivals. MNFs that truly understand the nature, scope and potential of BOP markets, and act in concert to market responsibly to consumers in such markets, will not only garner the needed share of heart related to long‐term success in such markets, but will see their own global umbrella brand continue to thrive and prosper in the ever evolving global market arena.
Crossing the bridge to poverty, with low‐cost cars
Authors: Van den waeyenberg Sofie , Hens Luc
Published: November 2008

Purpose

The purpose of this study is to examine which changes companies need to implement in their transactional marketing strategy to sell to the poor when launching a product innovation in low‐income countries.

Design/methodology/approach

The paper confronts the literature on the “bottom of the pyramid” with the diffusion of innovations theory in order to identify the country characteristics that call for marketing changes when entering low‐income markets. The authors investigate for one case (the Tata Nano) whether – and how – the company implements changes to respond to these conceptually identified challenges. The case study is systematically analysed and structured according to Kotler's four Ps.

Findings

The case shows that companies can create products with functionality and cost advantage for the poor without compromising on safety and comfort. Creating an innovative distribution system pushes costs and builds trust between the company and the customer.

Research limitations/implications

The study examines one case from the automobile industry. Marketers would benefit from multiple case studies.

Originality/value

The study's originality springs from the confrontation between the bottom of the pyramid and the diffusion of innovations theories. The study is valuable to marketers targeting the bottom of the pyramid. The case study is interesting because the industry (automobile) surprisingly targets a poorer non‐traditional customer base (the upper bottom of the pyramid).
Marketing in subsistence marketplaces: consumption and entrepreneurship in a South Indian context
Authors: Sridharan Srinivas , Viswanathan Madhu
Published: November 2008

Purpose

The purpose of this paper is to discuss innovative consumer marketing approaches for simultaneous business success and social empowerment at the bottom of the pyramid (BOP) or in subsistence marketplaces.

Design/methodology/approach

The paper draws from a research program comprising qualitative methods as well as case study analyses. The central aspect of the approach to this topic is that it is a bottom‐up perspective grounded in understanding consumers. The theoretical scope of the paper includes consumption, entrepreneurship, and social capital in impoverished environments.

Findings

The authors' key finding is that businesses must follow three principles for consumer marketing – deep understanding of subsistence consumer psychology, social embeddedness, and entrepreneurial empowerment.

Research limitations/implications

This research has implications for theoretical and empirical advancement in the areas of structuring marketing activities, social embeddedness of marketing, and consumer policy.

Practical implications

This research has implications for several aspects of consumer marketing strategy. The authors categorize these under the following: marketplace research, marketplace solutions, value propositions, communications, partnerships, harnessing social capital, designing marketing structure, and evolving the marketing mindset.

Originality/value

This paper suggests that consumption and entrepreneurial productivity are inextricably linked in subsistence contexts with important implications for consumer marketing. The paper has value to BOP researchers and BOP business practitioners wishing to take a nuanced view to understand their markets and serve them better.
Does marketing undermine public health?
Authors: Royne Marla B. , Levy Marian
Published: November 2008

Purpose

The purpose of this paper is to explore the success of marketing efforts by large companies that contribute to public health problems.

Design/methodology/approach

The paper discusses current examples of marketing that undermine public health as well as actions of such companies to potentially improve products and ultimately, public health. It offers suggestions on how marketers and public health officials can partner to create a situation where outcomes can be positive for all parties involved.

Findings

Current marketing efforts by corporate giants are hurting the public health. Marketers must team with public health officials to help improve public health through the marketing of healthy lifestyles.

Practical implications

If marketers implement strategies that can combine healthy products with effective marketing communication strategies, they can remain profitable while engaging in socially responsible activities. Consequently, marketers have much to gain by working with the public health profession.

Originality/value

Provides guidance for improving public health by suggesting ways that marketers and public health officials can partner. If such partnerships occur, the population may embrace healthier lifestyles while companies maintain their profitability.
Two 2008 Meetings: the AAAS's Forum on Science and Technology Policy and the ALA's National Library Legislative Day
Authors: Mihram Danielle , Arthur Mihram G.
Published: November 2008

Purpose

The purpose of this paper is to report on The AAAS's Forum on Science and Technology Policy, and The ALA's National Library Legislative Day, held in May 2008 in Washington, DC, USA. Design/methodology/report.–.Conference report. Findings – The underlying (single) theme of the two meetings was governmental funding. Each meeting was devoted to advising participants about the present status of budgetary allocations and appropriations of Federal funds for the current or subsequent years.

Originality/value

Notes that four issues from the AAAs Forum would be of particular interest: “Cognition enhancement: promise or threat?”; “A skeptical view of advocacy [conducted by] by scientists”; “Ensuring the best presidential science appointments [after the 2008 elections]” and “Science and the new media”.
Historical British newspapers online
Authors: Holland Mark
Published: November 2008

Purpose

The purpose of this paper is to show how early newspapers have become ever more essential sources for the study of “history from below”.

Design/methodology/approach

The paper looks at why back runs of newspapers are an unrivalled primary source for students, authors, and researchers.

Findings

Historians of all kinds now have access to a much expanded range of newspaper titles. The complete run of The Economist has been completed; the newspaper digitisation programme of the British Library has already recovered over three million pages from hundreds of titles from the restoration to the end of the nineteenth century. More than a million pages of the Guardian/Observer files are now appearing online, and the complete edition of The Illustrated London News will be published in the spring of 2009.

Originality/value

The paper describes the modern technology advances have made possible the creation of this great corpus of historical newspapers.
Does brand equity vary between department stores and clothing stores? Results of an empirical investigation
Authors: Pappu Ravi , Quester Pascale G.
Published: November 2008

Purpose

The purpose of this paper is to examine whether retailer brand equity levels vary between department store and specialty clothing store categories.

Design/methodology/approach

Retailer brand equity is conceptualized in this paper as a four‐dimensional construct comprising retailer awareness, retailer associations, retailer perceived quality and retailer loyalty. Categorization theory is used to explain the differences in retailer equity across the two different store categories. A doubly multivariate design is incorporated in a structured questionnaire used to collect data via mall‐intercepts in an Australian state capital city.

Findings

Results suggest that retailer brand equity varies significantly between department store and specialty store categories. Department store brands yielded significantly higher ratings for all the retailer brand equity dimensions than specialty store brands.

Originality/value

Researchers have argued that retailers possess brand equity. However, extant research does not provide any specific guidance in relation to the question of whether retailer brand equity levels vary from one store category to another. The present research fills an important gap by demonstrating that retailer brand equity levels vary significantly between department store and specialty clothing store categories.
Strategic megabrand management: does global uncertainty affect brands? A post‐9/11 US/non‐US comparison of the 100 biggest brands
Authors: Suder Gabriele , Chailan Claude , Suder David
Published: November 2008

Purpose

The primary purpose of this study is to identify if and how international terrorism has altered the rank and value of brands, and whether the increasing uncertainty of globalizing risks need an adaptation of international brand management.

Design/methodology/approach

The methodology for this study was exploratory and quantitative at the same time, and utilized longitudinal brand ranking and a cross‐sector and cross‐industry data in a comparative research design. Both descriptive and relational statistics are used to analyze the data.

Findings

The key findings reveal that, in the five consecutive years after 9/11/2001, brands have experienced significant moderation in rank and value. A significant gap in the evolution of US and non‐US brands was found in this period of time. The evidence calls for brand management that reflects the risks that globalized at the same pace as brand reach.

Research limitations/implications

The limitations to the study are that the findings cannot explore all possible causes of uncertainty, but it nevertheless provides strong indications.

Originality/value

Managers should not assume that terrorism and other globalizing risks only cause direct physical destruction; they need to be adequately prepared to handle indirect impact that can alter the rank and value of their brands. The paper identifies specific areas for future megabrand strategy and calls for its internationalization.