bluuebunny/crossref_metadata_2025 huggingface dataset:
Exploring the Secret of Successful University Brands
Authors: Chapleo Chris
Published: January 2017

This chapter contributes to the topical area of higher education marketing by exploring how branding adds value to universities. The primary focus of exploring branding concepts associated with successful higher education brands in a UK context was chosen for this work with a view to later comparison with other countries such as the United States, where branding of universities has a longer practical and academic history. The concept of “successful” brands was explored through the extant literature, and the subsequent research identified constructs underpinning a successful university brand. These constructs were then tested among a larger sample of UK university stakeholders. The findings explored the variables associated with successful university brands and suggested significant relationships among these variables. A further stage involved qualitative exploration of current perceptions and practices in HE branding, designed to maintain currency and build ongoing research possibilities. Overall, the chapter offers suggestions for both academia and practice on what underpins a successful university brand, and the variables associated with these brands.
Be Stronger Together
Authors: Linder Christian , Seidenstricker Sven
Published: January 2017

Innovations in sports goods are often the results of new materials. Since sport equipment manufacturers have, in many cases, no specialized capabilities in material engineering, they rely on partners who are experts in inventing or further enhancing components. Today there are many business models known that reach from simply buying the component, to licensing, to joint innovation management and beyond. One of these strategies is component branding or co-branding as a way of benefitting from the image or perception of a partner. According to this strategy, a sports equipment producer may signal their partnership with an innovative chemical company to consumers in order to gain spillover, such as increased trust in the innovation, which affects for their final product. In order to conceptualize this strategic approach, this chapter presents a real case and the theoretical background to analyze what companies may gain from co-branding. Furthermore, these insights are used to develop a framework that can be used to understand the basic principals behind such strategy. Finally, the pros and cons are discussed.
Corporate Advertising at the Age of Social Media
Authors: Aktan Ercan , Ozupek Mehmet Nejat
Published: January 2017

As one of the main issues of public relations, corporate advertising is an important pattern for the companies from the point of ensuring positive communication with their customers and sending image-based messages. Social media, which is one of the important communicational environments, has become a channel with high-level interaction with which the institutions may deliver their corporate advertising to the target group. Social media, which provide symmetrical interaction, may be convenient for increasing the effectiveness of corporate advertising messages and may provide positive contributions to the goodwill of the institutions. In this chapter, the term of corporate advertising with an important public relations aspect for the first thing and then the term of social media are studied, and finally, the benefits of the advertisements which will be held in the social media and their advantages to the corporations are discussed.
Touring Pittsburgh's Glocal Narratives
Authors: Hudak Kasey Clawson
Published: January 2017

The term “glocal” indicates a co-existence of local characteristics and global conditions that can lead to a co-dependency and counter-relationship between capitalism and culture. The hybridization of these spaces offers opportunities for glocal voices to become meaningful parts of the city brand, yet their inclusion within city branding techniques occurs primarily on the external level, i.e., within tourism or Destination Marketing Organizations' (DMOs) advertisements. This chapter explores how post-industrial cities can leverage the glocal in their city brand communications via narrative. It is argued that narratives reveal authentic perceptions of the city, while highlighting the complexities of a city's glocal identity. This study “tours” Pittsburgh's glocal narratives emerging from face-to-face, print, and online modalities to unearth the vitality of Pittsburgh's city brand for global and local audiences.
Basic Model of CKM in Terms of Marketing Performance and Some Important Antecedents and Dimensions
Authors: Panni Mohammad Fateh Ali Khan
Published: January 2017

Customer-centric marketing strategies have gained momentum in the academic world as well as in the professional field. With the gradual development of CRM, RM, and most recently KM, Customer Knowledge Management (CKM) is becoming a buzzword in the marketing discipline. Based on thoroughly researched secondary data, this conceptual chapter suggests a basic framework of CKM in terms of marketing performance through integrating the so far incoherent frameworks as proposed by previous authors. The proposed framework reveals the influence of the elements of CRM and KM layer on the marketing performance of the organizations as well as different interaction effects of these layers. The chapter also includes some new dimensions and antecedents of CKM in terms of organizational performance and some new recent trends of CKM. Some practices of CKM in an emerging country like Vietnam are included in the chapter.
Campaign Optimization through Mobility Network Analysis
Authors: Altshuler Yaniv , Shmueli Erez , Zyskind Guy , Lederman Oren , Oliver Nuria , Pentland Alex “Sandy”
Published: January 2017

Optimizing the use of available resources is one of the key challenges in activities that consist of interactions with a large number of “target individuals”, with the ultimate goal of affecting as many of them as possible, such as in marketing, service provision and political campaigns. Typically, the cost of interactions is monotonically increasing such that a method for maximizing the performance of these campaigns is required. This chapter proposes a mathematical model to compute an optimized campaign by automatically determining the number of interacting units and their type, and how they should be allocated to different geographical regions in order to maximize the campaign's performance. The proposed model is validated using real world mobility data.
A Diachronic Analysis of Portuguese Digital Campaigning
Authors: Novais Rui Alexandre , Cúria Álvaro
Published: January 2017

Bearing in mind the dearth of inquiry about new media and political campaigns in Portugal, this chapter proposes an unprecedented cross-cutting analysis of the nature of online communication during the period of explosion of the e-campaigns. Such a topography and cartography for Internet communications and political campaigning, comprising distinct elections over time, allows for assessing both the evolution of the campaign online and the most influential contributions of the Internet to those evolving trends. The multiple wave nature of the data involved in the chronological study of the 2000 campaigns in Portugal is further complemented with extensive in-depth interviews conducted with different actors from the limited universe of key respondents with direct involvement in the episodes under analysis. It concludes that the Internet went from a separate operation in previous campaigns to a more central role within all Portuguese campaign divisions. Despite being touted as a revolution and a great communication tool, the core features of the Internet have reinforced the continuity of previous tendencies rather than precipitating a radical break with the past. Moreover, although important interaction flows were created with the voters, those were discontinued once the campaign was over, thus making Websites, online platforms, social networks profiles, and video sharing channels used during campaign as obsolete as old leaflets left on the floor after the rally has ended.
Branding as a Tool for CSR
Authors: Kujala Johanna
Published: January 2017

This chapter addresses the field of responsible brands and branding and explores core elements of building a responsible brand in a company. Existing literature on responsible brands and branding is reviewed, and as a result of this review, six key components of responsible branding are depicted: (1) integrating CSR into the core of the brand, (2) engaging stakeholders, (3) engaging organisational members, (4) implementing, (5) communicating responsibility commitments, and (6) assessing the achievements of responsible branding both internally and externally. To illustrate how responsible branding can be used as a tool for companies to explicate their CSR activities, two case studies are presented in this chapter, which is concluded by the notion that both inside-out and outside-in approaches can be effective when using branding as a tool for CSR: nonetheless, this would be subject to the different actions taken by different companies, which become crucial.
Influence of SMS Advertising on Consumer Behavioral Intention
Authors: Lin Hongyan , Chen Zhankui
Published: January 2017

Mobile marketing has become an effective medium for advertisers. Effective mobile advertising could greatly improve customers purchase intention in this context. This study focuses on the prevailing form of mobile advertising, i.e., SMS advertising. Based on the theory of planned behavior, the authors explore the influence of SMS advertising on the consumer behavior in China. Participants are Chinese students and office workers. The results indicate that (a) the perceived infotainment and credibility have a positive significant effect on consumer attitudes, whereas irritation has a negative significant effect on consumer attitudes; (b) attitudes, subjective norms, and perceived behavior control have significant effects on the intention to use; (c) attitudes also mediate the relationship between subjective norms and intention to use; and (d) men and women pursue different paths to influence the intention to use. Based on the above results, theoretical and practical implications are also discussed in this study.
Codeswitching
Authors: Bishop Melissa M. , Peterson Mark
Published: January 2017

The purpose of this chapter is to overview the topic of language codeswitching—which refers essentially to the alternation between two languages in communication by bilinguals. The history of codeswitching, motivations for codeswitching, and the use of codeswitching in the media and in advertising are discussed. Further, the appropriateness of using this language style to reach consumers in advertising is also examined in light of language attitudes and general attitudes toward the practice. Greater understanding of how to employ bilingual advertising (such as codeswitching) among an increasingly interconnected world still remains of interest to international and cross-cultural advertisers.
Challenges in Promoting Cities through Culture within the New Global Economy
Authors: Hocaoğlu Dilek
Published: January 2017

The deindustrialization period observed in the cities of North America, United Kingdom and Europe has led to changes in city economies. Urban industry was replaced by service sectors like marketing, finance and communication in this period. The new circumstances not only have changed the urban economy, but also images of the cities. The new image has raised the urban regeneration projects in partnership with municipalities and private organizations. The local governments and the private sectors have handled culture as a power to regenerate the images of cities. City branding based on culture is encouraged mostly by tourism. In this chapter, the role of culture in the city promoting strategies is evaluated through the analysis of cases. The stakeholders' approaches to the culture in the context of city branding strategies are handled and the challenges that the stakeholders have to overcome are listed.
A Brief History of City Branding in Istanbul
Authors: Uysal Ülke Evrim
Published: January 2017

This chapter analyzes city branding efforts in Istanbul in the context of urban tourism. The chapter focuses on the evolution of promotional practices from disorderly and inconsistent marketing strategies to a coherent city brand. This relatively brief but complex history of city branding in Istanbul is divided into three analytical and interrelated phases: Self-Orientalism, the City of Religions and the Multi-Faceted City. In analyzing this process, the main representations, themes, slogans and other methods of city branding are discussed. In doing so, this study attempts to introduce a historical/chronological approach to the city branding literature in the case of Istanbul. Next, in the light of this approach and the case study, the study aims to discuss general implications and reasons about changes of city brands over time.
Branding Various-Sized Destinations
Authors: Parment Anders , Brorström Sara
Published: January 2017

Place branding has focused on larger cities with an inherent attractiveness and a strong appeal to various stakeholders, or destinations that have undergone a transition. This development is strongly intertwined with urbanization. Drawing upon a rich qualitative and quantitative data set, our research attempts to relate inhabitant preferences to the stream of research that deals with branding to create growth in eight various-sized Swedish municipalities. When inhabitants don't agree with place branding efforts confusion emerges rather than, as intended, brand enforcement. Rural areas may have a clear advantage since there are fewer competing ideas on the place identity but have too little activity to arouse interest among a broader audience. Our research questions economic growth to be the key driver of place success. Politicians and policy-makers should consider trying to find a balance between ambitions to grow and making sure that the local community supports the efforts. Branding efforts that lack anchorage among inhabitants are unlikely to take effect.
User Disposition and Attitude towards Advertisements Placed in Facebook, LinkedIn, Twitter and YouTube
Authors: Balakrishnan Janarthanan , Manickavasagam Jeevananthan
Published: January 2017

An analytical understanding of user response to advertisements published in social media websites is very interesting from both academic and marketing perspectives. Present research administers two studies; study 1; explores user perceptions of advertisements in four areas of social media, viz. social networking (Facebook), business networking (LinkedIn), microblogging (Twitter) and video sharing (YouTube) dependent to their demographic and lifestyle characteristics, study 2; empirically identifies is there any significant mean difference with the perceived advertising value and attitude across the four social media websites. The data culled from 710 usable responses were used to empirically examine the objectives of this research. The decision tree technique (classification tree) using CHAID criterion and MANOVA was employed to study 1 and study 2 respectively. The results identified that; the four sites showed differing patterns of user attitude towards advertisements published in them (b) both advertising value and attitude compositely differ across the four social media websites.
Role of Traditional and New Media in Ethnic Conflict in Nigeria's Middle Belt Region
Authors: Musa Bala A.
Published: January 2017

A chief obstacle to community development and progress in sub-Saharan Africa is persistent, widespread, low-scale, yet catastrophic, ethnic and communal conflicts. Nigeria is no exception! Nigeria's Middle-Belt region has experienced long-standing ethno-religious and political conflict/crises. Frequent and intermittent ethnic conflicts have persisted among the various ethnic groups. This research looks at the seemingly contrasting, yet complimentary, roles of traditional and new media in ethnic conflict transformation in the area. Using a peace journalism media-ecological model that incorporates spiral of silence, priming, agenda-setting, and framing theoretical frameworks, the research analyzes the (dis)functional roles legacy and new media play in conflict exacerbation, resolution, and mediation. It employs a qualitative interpretive critical approach to examine how traditional and new media respond to ethnic conflicts in the region. It proposes a new ethic for ethnic conflict reporting, suitable for professional and citizen journalists.
Advergaming – How Does Cognitive Overload Effect Brand Recall?
Authors: Güngör Ayşegül Sağkaya , Çadırcı Tuğçe Ozansoy , Köse Şirin Gizem
Published: January 2017

Advergaming serves as a new and valuable form of online advertising, especially for companies that target young consumers. This study examines the impacts of cognitive overload with placement prominence on respondents' brand recall, recognition and brand attitudes. An experiment was conducted on a group of university students with an exposure to an advergame under low and high cognitive load stimulus. Results showed that brands that are placed prominently are better recalled in high cognitive load condition. However, cognitive overload doesn't have any significant effect on the recognition of the main brand in which the advergames is specifically designed. Moreover, there is no difference in recall of subtly placed products in low and high cognitive load conditions. However, there is a significant difference in brand attitude in different cognitive loads. The study both investigated the context of advergames and as well in-game advertising (IGA) situations. The results of the study have both practical and theoretical implications.
Advertising and Pricing Decisions in a Manufacturer-Retailer Channel with Demand and Cost Disruptions
Authors: Yuan Lingxiao , Yang Chao , Li Taotao
Published: January 2017

This paper investigates advertising level, pricing and production quantity decision problems in a supply chain when demand and production cost disruptions occur simultaneously. The supply chain consists of one manufacturer and one retailer where customer demand depends on the retail price and advertisement expenditure. The authors examine this problem in two game-theoretic models: a cooperative game and a non-cooperative Stackelberg-manufacturer game, respectively. Propositions and insights are developed from the analysis of these models. The original production plan has some robustness in face of the disruptions of demand and production cost in both cooperative and non-cooperative models. Only when the disruptions exceed some thresholds will the channel members take an overall adjustment. In addition, the cooperative channel achieves higher channel profits and higher social surplus than the non-cooperative model by using a lower retail price and a higher level of advertising efforts to promote demand.
Understanding the Use of Social Media for Employer Branding
Authors: Wolf Maxim Viktor , Sims Julian Mark , Yang Huadong
Published: January 2017

Employer branding applies marketing tools to promote an organisation as an employer to current and potential employees. The importance of strategic alignment between parts of the business has been highlighted in literature: marketing and human resource activities are no exception. On the contrary, the alignment of customer brand and employer brand is equally important to marketers and human resource managers. This chapter frames the creation and communication of the employer brand as a “strong communication system”. A framework for assessment of the system's strength is introduced and a practical application of this framework is demonstrated in two case studies. The conflict between the traditional top-down one-way marketing communication flow and bottom-up bi-directional communication on social media is highlighted and the impact of this apparent conflict on the system strength is discussed. Social media appears to change the way in which employer brand is created, communicated and perceived and this chapter aims in aiding the understating of this changes.
Principles of Effective Leadership
Authors: Daves David P.
Published: January 2017

The words and actions of a leader determine the effectiveness of any organization. An abundance of research provides valuable insight into typical qualities possessed by those who are charged with moving a group in a common direction. Studies show general characteristics of effective leaders, such as common personality traits, communication skills, and dispositional strengths that separate the effective leader from those who are less effective. However, there are other critical elements that must be in place and that go beyond personality, frugalness, and the willingness to work long hours. These basic components are at work in every organization and hold the key as to how a multifaceted, diverse group of people can work toward a common goal. Mastering these domains will provide next-generation leaders with the necessary skills to solve problems in the constantly evolving environment we call “school.”
Increasing Leadership Capacity through Emotional Intelligence
Authors: Green Wanda S. Maulding
Published: January 2017

The role of the leader is plagued with decision-making. It has been said that the average school administrator easily makes over 100 decisions a day. Each of these decisions carry with it some modicum of stress, however insignificant. The additive affect can certainly take its toll. From the encounter of a late bus to the meeting with an angry parent, the school leader is inundated with a myriad of circumstances that can put the leader on a roller coaster of emotion. How does one balance it all? One viable solution is considering ways to improve on one's emotional intelligence. This article informs the reader on the basis of emotional intelligence, its origins, and how mastering it can lead to increased leadership success.
Multicultural Leadership in Higher Education
Authors: Bridgeforth James S.
Published: January 2017

Women and people of color are vastly underrepresented in the American professoriate; although the presence of female faculty and professors of color is beneficial to the academy on various levels, these groups often face numerous barriers and challenges while serving in the professoriate and striving for promotion and tenure. This study was designed to investigate demonstrated multicultural awareness and positive work environment with regard to race, gender, or a combination within academic departments to help academic leaders better develop and understand multicultural leadership. Data were collected from 650 tenured and tenure-track faculty through an online questionnaire. The data analysis revealed that males and females of color within the professoriate report a less positive work environment than Caucasian faculty.
Definitions, Typologies, and Processes Involved in Organizational Trauma
Authors: Pena Pablo Alonso , Van den Broucke Stephan , Sylin Michel , Leysen Jan , de Soir Erik
Published: January 2017

The phenomenon of organizational trauma (OT) is mentioned by an increasing number of researchers. However, there is a large heterogeneity of definitions and practices related to this notion. In view of developing a more consensual understanding of OT, this paper reviews the existing literature with regard to the subject focusing on three key elements: its definition, typology and the processes involved. For each element, the existing models are reviewed and an integrated conceptualization is introduced, providing a basis for further empirical research and enabling comparisons between existing studies. As such, the paper contributes to the consensus that is necessary to advance the research with regard to this subject.
Organizations and Exposure to Trauma at a Collective Level
Authors: Isik Idil
Published: January 2017

Organizational trauma is a contemporary construct that highlights long-lasting negative psychological consequences of various internal and external events that overwhelm the capacity of people in organizational settings. This chapter proposes that a typology of “potentially traumatic events” (PTEs) and the taxonomy of these events' attributes can be developed by conducting a comprehensive literature review. The search of databases for the period of 1995-2016 revealed 81 articles on which inductive qualitative content analysis was conducted. Analysis brought three PTEs: “events resulting from organizational processes”; “adverse experiences in trauma-prone occupations/sectors”, and “catastrophic events caused by economic/social/environmental conditions”. These events' attributes appeared distinctive under three themes: “features of traumatic events”;“human behaviours”;“internal and external organizational environment”. As the final step, the proposed taxonomy was applied to real traumatic business cases happened in 2015 and early 2016 so that the taxonomic model was tested.
The Stress Profile
Authors: Jerabek Ilona , Muoio Deborah
Published: January 2017

The purpose of this chapter is to provide an overview of the interrelationship between personal characteristics, such as resilience, emotional intelligence, and optimism, and the ability to cope with occupational stress and organizational trauma. Although the availability of stress management resources can offer some pre-emptive measures to reduce the mental, physical, and organizational impact of trauma, this is but part of the prevention equation. The role of the individual, and the person's character in particular, is of paramount importance, as it can also offset and even deter the impact of trauma, and the effects of stress in general. Even in situations where individuals are exposed to the same type of stressor and same degree of pressure, the ability to cope can vary a great deal from person to person. The proposal of the authors is that the nurturing of specific personality traits, attitudes, and behaviors can prove beneficial both on an individual and organizational level.
National Culture Influence on Organisational Trauma
Authors: Cejka Pavel , Mohelska Hana
Published: January 2017

Increasing human interaction creates extra stress on individuals and organisations as well. The nature of such stress results in economic shocks and large societal and organisational traumas. Although recent social science is capable of addressing the complexity of international interplay such as culture, acts of multinational corporations or cross-cultural team management, little attention was paid on the cultural aspects of removing organisational trauma. Since the 1980s, social science has experienced lively development in cross-cultural studies via the work of Hofstede, the Globe Group, the World Value Survey initiative, Trompenaars, Schwartz and others. Although major models are sufficient for defining national culture, there is lack of work explaining the managerial implications for crisis management or mitigating trauma in organisations.The authors of this chapter intend to critically review the latest literature on national culture, while discussing the relevant models and introducing the theoretic framework applicable for crisis/ trauma management.
Whole-Body Cryotherapy as a Tool to Improving of Infrared Thermography Diagnostics
Authors: Cholewka Armand , Stanek Agata , Sieroń-Stołtny Karolina , Kajewska Joanna
Published: January 2017

The use of low temperature on the whole human body switched on beneficial physiological reactions. Whole-body cryotherapy is used as a part of rehabilitation. There were reported studies of thermal imaging performed due to whole body cooling in case of patients suffering from different diseases that showed a significant enhancement of the skin temperature gradient observed after cryotherapy. That explains that such therapeutic technique like whole-body cryotherapy can be used as a part of infrared thermography diagnostic procedure.
Service Capability Analysis as a Contribution to Co-Creation
Authors: Puga-Leal Rogério , Ormazabal Marta
Published: January 2017

Value co-creation emerges from the interaction between customers and firms, being the customer an active player in the established interaction. This brings the customers to the core of the measurement system, not allowing a traditional process capability analysis as usually performed. This chapter addresses the development of a service capability index, taking into account customer's expectations, customer's perceptions and service performance. This index is based on the “zone of tolerance” and it gives a perspective on value co-creation effectiveness. A methodology for converting perceived performance into real performance is proposed, including a procedure to assess the levels of adequate and desired service. An approach inspired on the Quality Function Deployment (QFD) is presented, promoting the ability for converting customer's expectations into operational terms and extending the methodology to situations with several customer's requirements and various operational characteristics. Different approaches are considered for outcome-related features and process-related features.
Social Media Marketing and Value Co-Creation
Authors: Costanza Francesca
Published: January 2017

Nowadays social media and brand communities provide virtual places where the consumers can publicize their opinions about products and services and play an active role as marketers, advertisers, value creators through electronic word-of-mouth. Since most of the times these dynamics flow out of business control, in order to pursue firms' objectives, managers and marketers operating in many sectors look at the web social community with growing interest. The present chapter presents a system-wide analysis of the links and feedback mechanisms between the different aspects of value co-creation through social media marketing and brand communities. For the purpose, it is proposed a qualitative model built according to the principles of System Dynamics, a computer-aided methodology for policy analysis and design. Causal loop & stock-and-flows structures integrate the socioeconomic feedbacks between key variables, selected according to relevant literature, social media and brand communities observations, interview to consumer influencers.
Strategic IT Alignment in Service Sector
Authors: Haider Abrar , Saetang Sureerat
Published: January 2017

Effective management and governance is key to the business and information technology alignment. Just as business organisations have to be responsive to the changes in their operating environment to remain competitive, they also have to be proactive in leveraging technological resources to sense these changes and take appropriate strategic and operational decisions. Governance of information technologies is not the job of technology administrators; in fact, it is everybody's responsibility. With this recognition and understanding, technology stakeholders are able to assume responsibilities and accountabilities to execute and achieve desirable behaviour in the use of information technologies. This paper presents a case study of a bank in Thailand on how it has embedded governance practices in its social, operational, structural, and technical environment. It concludes that maximization of value from information technologies is dependent upon the technical, cultural, and organisational endorsement of business practices relating to their governance.
Balancing Value Co-Creation
Authors: Alcoba Jesus , Mostajo Susan Tumolva , Ebron Romano Angelico Trinidad , Paras Rowell
Published: January 2017

Co-creation of services in tourism industry is accorded in this work as a shared-responsibility by the service providers, local communities, and tourists who interact and collaborate to co-produce improved service offerings for a valuable experience. The process of creating improved services involves a state of harmony and balance within and among the tourism elements such as ecology, culture, and human resources for the protection, preservation, and sustainability of the tourism environment. People attach notable value to experiences, and tourism is one of the greatest sources of life experiences. From this perspective, the authors, through systematic literature review, attempted to align the emerging concept of creating value in service ecosystem to tourism for a more meaningful touristic experience.
Value Co-Creation in Education
Authors: Annamalai V. E.
Published: January 2017

The case study presents the opportunity to co-create, faced by a new department (department of mechanical engineering) created in an already existing college of ten years standing. The mechanical department had the option of either following the procedures established by other departments or creating its own procedures. The systems existing in the college were based on treating the student as the customer. In reality, the objective of any student is to get employed, immediately after the prescribed period of study. Therefore, the employer must be the customer and the student must be the product of the system. With this mindset, all existing procedures were revisited. The student and faculty co-created several procedures to differentiate themselves to suit the needs of their employers. The case study elaborates on the needs and approaches taken to achieve this differentiated status.
Student-Faculty Joint Research as a Strategic Alliance for Knowledge Co-Creation in Academia
Authors: Baporikar Neeta
Published: January 2017

As an approach to knowledge development, research and innovation can support achievement of the vision and mission of an academic institution. With new technologies and processes, it is necessary for institutions to think innovatively to ensure continued success stay competitive and to adapt to new changes. Thus, the need for innovation in institutions/organizations has resulted in a new focus on the role of faculty in shaping the nature and success of creative efforts. Without student faculty joint research, institutions are likely to struggle and more important be left behind in the process of exploiting a wonderful opportunity for value co-creation. This new call for research in academia represents the shift from the 20th century, traditional view to the 21st-century view of valuing innovative thinking. The aim of this chapter is simple – to review the student-faculty joint research as a strategy for knowledge co-creation in academia with particular focus on management students.
Value Co-Creation in Fitness Centers
Authors: Chiu Weisheng , Shin Sunyun , Lee Hyun-Woo
Published: January 2017

The purposes of this chapter were (1) to identify the role of customer citizenship behavior (CCB) in value co-creation and (2) to examine the relationships among CCB, perceived value, satisfaction, and repurchase intention of customers in the context of fitness centers. Data were collected from customers at commercial fitness clubs in the region of Greater Taipei. The results showed that CCB has a positive influence on perceived value and satisfaction, which in turn have positive influences on repurchase intention. Besides, perceived value has a positive influence on satisfaction. Although a direct relationship between CCB and repurchase intention was not found, an indirect influence of customer citizenship behavior through perceived value and satisfaction on repurchase intention was revealed. The findings of this chapter fill the academic gaps in the literature regarding the role of CCB on value co-creation in fitness centers. It also provides practical implications for fitness centers to vigorously encourage customers to act with citizenship behaviors.
Translating Technology in Professional Practices to Optimize Infection Prevention and Control
Authors: Attieh Randa , Gagnon Marie-Pierre , Roch Geneviève , Krein Sarah L
Published: January 2017

The aim of this study was to explain how the Polymerase Chain Reaction (PCR) technology was translated into professional practices to prevent and control vancomycin-resistant enterococci outbreaks via an actor-network, based on the integrated framework TRIP-ANT. A single case study was conducted in three purposefully selected sites implementing the PCR-VRE assay. The complete dataset comprised semi-structured interviews with 28 participants and a review of hospital and external documents. A content analysis was conducted. The authors' findings indicate the emergence of four main themes, including illustration of who was involved in the adoption process, attribution of roles and responsibilities, interaction/communication/ collaboration mechanisms, and changes in professional practices. Their findings also address five challenges that arose from each theme. The translation of PCR technology into professional practices relies on the enrolment of an organisational, clinical, managerial and financial support network, and on the evolution of practices, communications, and roles and responsibilities.
Microsense
Authors: K.G. Srinivasa , Hegde Ganesh , Mishra Kushagra , Siddiqui Mohammad Nabeel , Kumar Abhishek , Kumar D. Pradeep
Published: January 2017

With the advancement of portable devices and sensors, there has been a need to build a universal framework, which can serve as a nodal point to aggregate data from different kinds of devices and sensors. We propose a unified framework that will provide a robust set of guidelines for sensors with varied degree of complexities connected to common set of System-on-Chip (SoC). These will help to monitor, control and visualize real time data coming from different type of sensors connected to these SoCs. We have defined a set of APIs, which will help the sensors to register with the server. These APIs will be the standard to which the sensors will comply while streaming data when connected to the client platforms.
Fuzzy Rule Based Environment Monitoring System for Weather Controlled Laboratories using Arduino
Authors: Sasirekha S. , Swamynathan S.
Published: January 2017

Weather controlled laboratories such as blood banks, plasma centers, biomedical, research, pharmacy and healthcare always require a portable, low cost and web-based centralized wireless monitoring system. However, it has become more stringent to monitor various weather controlling devices of these laboratories in order to reduce the risk of non-compliance with accreditation requirements. In literature, it is inferred that the majority of existing event detection approaches relies only on precise value to specify event thresholds, but those values cannot adequately handle the imprecise sensor reading. Therefore, in this work, one of the soft computing technologies, fuzzy logic is adopted to demonstrate that fuzzy rule based value significantly improves the accuracy of event detection. The prototype built is tested in a physical laboratory as a personal mobile weather station for monitoring and analyzing the environmental conditions using fuzzy simulated values.
A Model for Text Summarization
Authors: Alguliyev Rasim M. , Aliguliyev Ramiz M. , Isazade Nijat R. , Abdi Asad , Idris Norisma
Published: January 2017

Text summarization is a process for creating a concise version of document(s) preserving its main content. In this paper, to cover all topics and reduce redundancy in summaries, a two-stage sentences selection method for text summarization is proposed. At the first stage, to discover all topics the sentences set is clustered by using k-means method. At the second stage, optimum selection of sentences is proposed. From each cluster the salient sentences are selected according to their contribution to the topic (cluster) and their proximity to other sentences in cluster to avoid redundancy in summaries until the appointed summary length is reached. Sentence selection is modeled as an optimization problem. In this study, to solve the optimization problem an adaptive differential evolution with novel mutation strategy is employed. With a test on benchmark DUC2001 and DUC2002 data sets, the ROUGE value of summaries got by the proposed approach demonstrated its validity, compared to the traditional methods of sentence selection and the top three performing systems for DUC2001 and DUC2002.
AODV Energy Routing Mechanism for Multi-Channel Multi-Interface Ad Hoc Networks (EMCMI-AODV) Using a Dynamic Programming Algorithm
Authors: Faouzi Hassan , Mouncif Hicham , Lamsaadi Mohamed
Published: January 2017

Energy consumption is a significant issue and offers a rich scope for research in ad hoc networks. However, many energy efficiency routing protocols are configured to use only a single Interface single Channel (SISC). As a result, these networks rarely can fully exploit all bandwidth available in the radio spectrum provisioned by the standards. This paper proposes two extensions to the shortest-path routing algorithm that finds routes to balance load based on residual energy of nodes and hops of route, one uses Floyd Warshall and the other uses Bellman-Ford algorithm. The protocols work with nodes equipped with a multiple network interface to overcome the problems of SISC where each node is equipped with a single antenna to ensure connectivity with all other nodes. The proposed protocols primarily exploit the idea of interaction among MAC and Network layers by using a novel cross-layer routing solution. The performance of the proposed protocols were evaluated using different scenarios and performance metrics, and achieved good results compared with similar works in the field.
SRMIP
Authors: Elsadek Walaa Farouk , Mikhail Mikhail N.
Published: January 2017

Existing mobility protocols suffer from multimedia and data transfer disruption when crossing cities' boundaries by trains or cars. Session continuity in wide area motion is an officially raised goal by 5G-PPP vision. This research adopts 5G methodology by using software defined networking to propose a new mobile IP framework that facilitates seamless handover and ensures session continuity in standard and wide area coverage. The same uninterruptible experience is used to extend smart indoor services with effective offload mechanism to avoid core network congestion. Performance excels existing protocols in setup and handover delays as of eliminating 4G LTE bearer setup/release out-band signaling and isolating user's packets in OpenFlow virtual path that is recursively established in-line with IP address allocation. Handover cross cities in wide area motion becomes feasible with lower latency than LTE handover inside city. Throughput is instantly restored after handover while standard packets are wire speed forwarded as of tunnel headers' elimination and OpenFlow hardware abstraction.
Assimilation of Enterprise Information Systems
Authors: Sasidharan Sharath , Santhanam Radhika , Brass Daniel
Published: January 2017

Prior research has indicated that employees rely on their informal social network to acquire knowledge essential for assimilating new technologies into their work practices. This study investigates the role of the help desk and online help in providing knowledge support for individual users and workgroups after the implementation of an Enterprise Information System. In addition to the informal social network, the people-driven help desk and system-driven online help are incorporated into a multi-modal social network framework to understand their synergistic impact on implementation success. The findings of the study indicate that the help desk provides knowledge support to both individuals and workgroups, while online help has a nuanced effect that depends on the density of individual and workgroup social network connections. The study further emphasizes the relevance of multi-modal social networks in understanding the combined network effects of people and systems.
Categorisation of Telecom Circles in India
Authors: Saha Debashis
Published: January 2017

Ever since mobile has revolutionized the telecom scenario in India, experts often ask a pertinent question: is the old assignment of twenty-two telecom circles into four categories valid even now? It has become important in the light of variable rates of revenue sharing in different circles as per the policy of the Government of India (GoI). The extant literature is silent on the exact procedure followed by the GoI in classifying the circles, apart from mentioning the rationale of decreasing attractiveness. So we revisit the categorization process afresh from two perspectives: gross domestic product (GDP) and diffusion of mobile telephony. The GDP based clustering of the circles is quite straightforward. However, for the mobile diffusion based method, we take help of a dynamic model based on revenue potential. Interestingly, both the methods generate results, which are almost similar to the existing classification done by the GoI way back in 1999. Thus, our exercise provides a big relief to the policy-makers, thereby pre-empting the demands for immediate relook at the categorization.
Modeling Trust Based Risk Management in Cloud Adoption using Fuzzy Inference System
Authors: Gupta Shikha , Saini Anil K.
Published: January 2017

Cloud has revolutionized the entire landscape of IT usage, storage and maintenance. It has shifted the focus from owning physical IT infrastructure, facility and storage to the use of same in an abstract form with pay per use facility. This has led to economizing the entire IT infrastructure. Cloud's various characteristics including on demand pay per use, scalability and flexibility of computing highly depends on cloud service provider which can often lead to low results and serious issues. These issues may include concerns about losses due to non-compliance with the promises made. Hence selection of cloud service provider can play a positive or negative role in establishing an initial trust between the cloud service client and provider. The authors propose a model of Trust based Risk management of cloud adoption which can be used by cloud users. The model provides the functioning of comparing service providers using calculated trust ratings.