bluuebunny/crossref_metadata_2025 huggingface dataset:
A Bernoulli principle gripper for handling of planar and 3D (food) products
Authors: Petterson Anders , Ohlsson Thomas , Caldwell Darwin G. , Davis Steven , Gray John O. , Dodd Tony J.
Published: October 2010

Purpose

The purpose of this paper is the increase the flexibility of robots used for handling of 3D (food) objects handling by the development and evaluation of a novel 3D Bernoulli gripper.

Design/methodology/approach

A new gripper technology have been designed and evaluated. A deformable surface have been used to enable individual product handling. The lift force generated and the force exerted on the product during gripping is measured using a material tester instrument. Various products are tested with the gripper. A experimental/theoretical approach is used to explain the results.

Findings

A deformable surface can be used to generate a lift force using the Bernoulli principle on 3D objects. Using a small forming a significant increase in the lift force generated is recorded. Increasing the forming further was shown to have little or even negative effects. The forces exerted on the product during forming was measured to be sufficiently low to avoid product damage.

Research limitations/implications

To be able to improve the grippers lift strength a better model and understanding of the flow is needed.

Originality/value

A novel Bernoulli gripper for 3D Bernoulli gripping have been designed and evaluated. The gripper enables flexible and delicate handling of various product shapes, 3D as well as 2D. Increased utilization of robots in the food industry can be gained.
A new algorithm for pick‐and‐place operation
Authors: Aminzadeh Vahid , Wurdemann Helge , Dai Jian S. , Reed John , Purnell Graham
Published: October 2010

Purpose

This paper aims to represent a novel framework for optimization of robotic handling from disarray to structure where the products are randomly distributed on a surface, the initial location of the products are known (with the aid of image processing, laser position sensors, etc.) and there is a set of final positions for the products.

Design/methodology/approach

Pick‐and‐place is one of the main solutions especially for the food products where the products are prone to damage, have adhesive surfaces and the grippers can be complicated. The aim of this paper is to maximize the utilization of the pick‐and‐place robotic system. In order to do so the handling process is modelled mathematically and the pick‐and‐place problem is formulated based on assignment problem where Hungarian algorithm is utilized to minimize the total distance travelled by the robot. Furthermore, a simulation program is developed to demonstrate the possible improvements of the algorithm in comparison with the existing algorithms.

Findings

Utilizing the proposed algorithm can significantly increase the utilization of robots in the pick‐and‐place operation.

Originality/value

The new optimization algorithm can be applied to any industry with pick‐and‐place where time efficiency and maximum utilization matters.
Robotic cell for beef carcass primal cutting and pork ham boning in meat industry
Authors: Guire Grégory , Sabourin Laurent , Gogu Grigoré , Lemoine Eric
Published: October 2010

Purpose

The mechanization of the meat cutting companies has become essential. This paper aims to study the feasibility of cutting operations for beef and boning operations for pork ham. The study aims to enhance industrial robots application by using vision or force control.

Design/methodology/approach

The paper opted for an industrial robot‐based cell. The first part of this paper focuses on in‐depth study of operators' expertise, so as to translate their actions into automatable operative tasks and to identify the constraints of robotization. It details more particularly a cutting strategy using a bone as a guide which shows the complexity of the process. The analysis of the cutting and task constraint parameters involves the use of a kinematically redundant robotized cell with force control. Then the cell model is developed, and experimentation is performed.

Findings

The paper explains how to solve the problem of the high variability of the size for beef carcass. It gives several ideas to realize the boning of pork ham. It develops the strategies, the sensors and the cell architecture to make this type of operations.

Research limitations/implications

Because of the choice of an existing industrial robot, the tool paths with force control are limited. Therefore, new force control instructions have to be developed to continue this work on more complicated operations.

Practical implications

This study was carried out within the framework of the SRDViand project in cooperation with meat industry partners.

Originality/value

The paper fulfils an identified need to study the beef quartering which is a high‐variability operation and ham deboning which is a high precision operation.
A reconfigurable robotic folding system for confectionery industry
Authors: Yao Wei , Dai Jian S. , Medland Tony , Mullineux Glen
Published: October 2010

Purpose

This paper aims to investigate reconfigurable technology using robotic technology for folding carton in confectionery industry.

Design/methodology/approach

Based on the analysis of common motion and manipulation, modules such as robotic fingers and robotic folders are explored and designed. A robotic system is then constructed by arranging those modules for diverse cartons.

Findings

A prototyped test rig shows the adaptability of the robotic system. The reconfigurability of the robotic system is realized and verified by experiments and an industrial demonstrator.

Practical implications

This research leads to the development of a demonstrator, manufactured and controlled by industries, to further commercial exploitation of this robotic system. It has been applied in a strict industry environment for a chocolate manufacturer.

Originality/value

This robotic system applied successfully the theory of reconfigurability by using modularity in packaging systems into confectionery industry.
Accurate and steady control on trajectory tracking for the wafer transfer robot
Authors: Liu Yanjie , Cao Yumei , Sun Lining , Zheng Xiaofei
Published: October 2010

Purpose

The purpose of this paper is to focus on the accurate and steady control on trajectory tracking for wafer transfer robot, suppress the vibration and reduce the contour error.

Design/methodology/approach

The wafer transfer robot dynamic model is modeled. Through analyzing the characteristics of wafer transfer robot, cross‐coupled synchronized control is proposed based on the contour error model in task space to improve synchronization of the joints; the shaping for the joints by input shaper in task space is applied to suppress the vibration of the end effector during trajectory tracking. Then combining the cross‐coupled synchronized control with input shaping is proposed to improve accuracy and suppress the vibration.

Findings

The combination of cross‐coupled synchronized control and input shaping control method can improve the contour accuracy and reduce the vibration simultaneously during trajectory tracking. And the control method can be used to control the trajectory of wafer transfer robot.

Research limitations/implications

The transfer station is in the center of the robot body. When the transfer station may deviate from the center of the robot body, the synchronizing performance of three axes on the same plane must be considered.

Practical implications

The proposed method can be used to solve the vibration and synchronizing performance problems on similar SCARA robots in semi‐conductor and liquid crystal display industry.

Originality/value

The proposed control method takes advantage of the cross‐coupled synchronized control and input shaping control method. This combination has improved contour accuracy and reduced vibration than applying other methods, and it has achieved better performance than using single one control method only.
Introducing a new 3D ordering process for discrete food products using food categorisation
Authors: Wurdemann Helge , Aminzadeh Vahid , Dai Jian S. , Reed John , Purnell Graham
Published: October 2010

Purpose

This paper aims to introduce and identify a new 3D handling operation (bin picking) for natural discrete food products using food categorisation.

Design/methodology/approach

The research shows a new food categorisation and the relation between food ordering processes and food categories. Bin picking in the food industry needs more flexible vision software compared to the manufacturing industry in order to decrease the degree of disarray of food products and transfer them into structure.

Findings

It has been shown that there are still manual operated ordering processes in food industry such as bin picking; it just needs new ideas of image processing algorithms such as active shape models (ASMs) on its development in order to recognise the highly varying shapes of food products.

Research limitations/implications

This research was aimed at locating a new ordering process and proving a new principle, but for practical implementation this bin picking solution needs to be developed and tested further.

Originality/value

Identifying new ordering processes via food categorisation is unique and applying ASMs to bin picking opens a new industrial sector (food industry) for 3D handling.
No cure for all evils
Authors: Pieters Angele , van Oirschot Charlotte , Akkermans Henk
Published: October 2010

Purpose

The purpose of this paper is to report on a study investigating the limits of the applicability of the focused factory concept (FFC) in health care. The case setting comes from the Dutch obstetric care system, which is organised by principles in sync with the FFC; the organisation for “simple” pregnancies (independent midwifery practices) is fully separated from that for “complex” pregnancies (obstetric departments in hospitals). The paper investigates the degree of fit between how the Dutch obstetric care system is organised and how it operates (internal fit).

Design/methodology/approach

This study analyses one year of patient data from one obstetric hospital department and from one midwifery practice in its immediate geographical proximity. Data were collected regarding the medical condition, consultations, and delivery. These data were used to test the degree to which the obstetric care system operates in line with the FFC; one would expect the midwifery practice to operate as a “line process”, and the obstetric department as a “jobbing process”.

Findings

Findings suggest that the Dutch obstetric care sector is designed in line with the FFC, but does not operate accordingly. Root causes for this misalignment can be found in the characteristics of the medical condition of pregnancy.

Research limitations/implications

The fact that the data concern only one region must raise caution for generalisation. However, the fact that medical conditions, which can be assumed to be universal, lead to an intrinsic mismatch between the FFC organisation and medical operational reality, suggests that this paper may have broad implications for theory and practice.

Practical implications

For the Dutch obstetric case system, this paper is one in a series that casts doubts on the sustainability of the two‐tiered system. For obstetric care in general, integrated care seems preferable to the FFC. For health care in general, this paper suggests that caution is required in applying the FFC. Moreover, in OM research for health care, more efforts should be made to understand how medical conditions affect the daily operational processes and, hence, the organisational design.

Originality/value

Most of the studies focusing on the applicability of the FFC look at financial and medical outcomes. This paper is original in that it looks at what drives these outcomes, i.e. the degree of fit between strategy, organisational design and operational performance.
An investigation of the adoption and implementation of benchmarking
Authors: Adebanjo Dotun , Abbas Ahmed , Mann Robin
Published: October 2010

Purpose

The purpose of this paper is to use survey data collected from 453 respondents, from over 40 countries, to determine the current levels of use of benchmarking as an improvement technique. It identifies where and how benchmarking is implemented within organisations and compares the popularity of benchmarking against other improvement tools. Finally, it provides an evidence based opinion on whether benchmarking is a fad or an established management technique.

Design/methodology/approach

An on‐line questionnaire was used to collect data. The questionnaire was translated into five languages and promoted by the Global Benchmarking Network, a network of benchmarking competency centres, representing 21 countries. The data were then analysed using SPSS statistical software.

Findings

The analysis suggests that benchmarking (informal and formal) is used by a majority of organisations although best practice benchmarking is only used by a core minority. Benchmarking effectiveness compares favourably with effectiveness of other improvement tools and a majority of respondents intend to continue using benchmarking in the future.

Research limitations/implications

The responses from some of the countries that participated were small in number. This study also relied on a single respondent from each organisation. Inter‐country comparisons were not carried out.

Practical implications

Benchmarking will continue to be used to support the improvement of operations. For organisations that currently use benchmarking the paper provides some insights into how to obtain the full benefits from benchmarking. For those that do not use benchmarking the paper highlights how other organisations are using benchmarking to obtain operational benefits.

Originality/value

The paper presents a multinational survey of benchmarking. Carried out a quarter century after the start of benchmarking's growth, it helps to establish if benchmarking is an established improvement tool or a management fad. It also positions benchmarking relative to other improvement tools and is the most complete study on benchmarking adoption to date.
Necessary condition hypotheses in operations management
Authors: Dul Jan , Hak Tony , Goertz Gary , Voss Chris
Published: October 2010

Purpose

The purpose of this paper is to show that necessary condition hypotheses are important in operations management (OM), and to present a consistent methodology for building and testing them. Necessary condition hypotheses (“X is necessary for Y”) express conditions that must be present in order to have a desired outcome (e.g. “success”), and to prevent guaranteed failure. These hypotheses differ fundamentally from the common co‐variational hypotheses (“more X results in more Y”) and require another methodology for building and testing them.

Design/methodology/approach

The paper reviews OM literature for versions of necessary condition hypotheses and combines previous theoretical and methodological work into a comprehensive and consistent methodology for building and testing such hypotheses.

Findings

Necessary condition statements are common in OM, but current formulations are not precise, and methods used for building and testing them are not always adequate. The paper outlines the methodology of necessary condition analysis consisting of two stepwise methodological approaches, one for building and one for testing necessary conditions.

Originality/value

Because necessary condition statements are common in OM, using methodologies that can build and test such hypotheses contributes to the advancement of OM research and theory.
Modularity and the impact on new product development time performance
Authors: Danese Pamela , Filippini Roberto
Published: October 2010

Purpose

The purpose of this paper is to analyze the impact of product modularity on new product development (NPD) time performance, and the moderating effects of interfunctional integration and supplier involvement on the product modularity‐time performance relationship.

Design/methodology/approach

The paper analyzes data from a sample of 186 manufacturing plants settled in several countries, and operating in mechanical, electronic and transportation equipment sectors. Three hypotheses are tested through a hierarchical regression analysis.

Findings

Data analyses show that product modularity has a direct positive effect on NPD time performance, and that interfunctional integration positively moderates the product modularity‐time performance relationship. Finally, this research does not support the hypothesis that a positive interaction effect exists between product modularity and supplier involvement.

Research limitations/implications

Future research should replicate and extend the model to samples drawn from other industries. Moreover, analyses carried out provide some interesting directions for future research on the effect of supplier involvement on NPD time performance.

Practical implications

The practical implication for managers is that NPD time performance reduction requires levering simultaneously on product modularity and interfunctional integration to foster their interaction, rather than investing and acting on product modularity only. In addition, before deciding to invest on product modularity, managers should ascertain the level of interfunctional integration. In fact, it acts as prerequisite for the successful implementation of product modularity.

Originality/value

Empirical studies on the impact of product modularity on NPD time performance are really scant. This research empirically analyzes this effect, and contributes to the advancement of theory by investigating the effect of product modularity and integration practices in NPD in a comprehensive way.
Relational coaching: taking the coaching high road
Authors: Critchley Bill
Published: October 2010

Purpose

The purpose of this paper is to articulate and elaborate on the practice of “relational” coaching, and to suggest that there are significant implications for coaching practice, in particular the need for coaches to risk themselves by engaging their whole person in what is an unpredictable and intimate process.

Design/methodology/approach

The approach is to draw on perspectives from psychology, neuroscience, sociology, complexity science and philosophy, which all imply or suggest the centrality of relational dynamics in human interaction, and in particular an interaction in which the coach inevitably becomes a “significant other” for his or her client.

Findings

The main conclusion of the paper is that the dynamic of the relationship between coach and client needs to be explicitly attended to, as it is the main means through which change takes place in two key respects; first, because it serves as an analogue of the dynamical patterns which tend to configure a client's relationships in their work context and, second, because the quality of embodied resonance between the coach and client has been shown to be the main factor in effective coaching outcomes.

Originality/value

These findings are generally understood in the field of psychotherapy in particular, but much less so in the field of coaching. The findings arising from the particular synthesis of these perspectives in the context of coaching is original, and their potential implications for coaching are believed to have considerable potential value.
Coaching at relational depth: a case study
Authors: Day Andrew
Published: October 2010

Purpose

This paper aims to describe how organisation coaches can work at relational depth with their clients by exploring the unconscious relational dynamics of the coaching relationship and their links to unconscious dynamics in the client's organisation.

Design/methodology/approach

The paper draws on relational psychoanalytic theory of the individual and system psychodynamic theories of organisations to argue that unconscious dynamics that emerge between the coach and client can be understood as: a complex unconscious interaction between how the client and coach organise their relationships; a repetition of how the client participates in unconscious organisation dynamics; and shaping the coach's subjective experience in the work, including their emotional and embodied responses to the client. These propositions are explored through an in‐depth qualitative case study of the author's work with a client.

Findings

The case illustrates how unconscious organisation dynamics shaped the client's experience of his role, evoking in him feelings of powerlessness and anger. The coach initially identified with these feelings because of his own relational past. As a result, the relationship became stuck in a repetitive dynamic which could be understood as an expression of the stuck dynamics in the organisation around the unconscious management of anxieties within its management structures. A shift in the coaching relationship was brought about through the coach's disclosure of his own experience and naming of feelings and emotions that were previously implicit and out of awareness in the coaching relationship. The subsequent exploration of the dynamics of the coaching relationship helped the client to understand at a deeper level his struggle in the organisation and to take up a different position in the organisation dynamics. The case study highlights how the dynamics of the coaching relationship can be understood as a repetition of unconscious processes by the client in the organisation.

Practical implications

The paper highlights how coaches can understand and work with unconscious dynamics in the coaching relationship. This requires coaches not only to be self‐aware, but also to possess the emotional maturity and confidence to work with difficult emotional material.

Originality/value

The paper demonstrates how psychoanalytic theory of individuals and organisations can be integrated into a relational approach to coaching which facilitates the exploration of the client's experience of their work in an organisation context.
Shame in the coaching relationship: reflections on organisational vulnerability
Authors: Cavicchia Simon
Published: October 2010

Purpose

The purpose of this paper is to look at the particular human experience that is shame and its manifestations in the relationship that coaches and their clients co‐create. The paper aims to consider shame as a relational and contextual phenomenon, how it is experienced, how it arises, and the impact it can have on organisational and coach‐client interactions, learning and change. It also aims to consider in particular the inhibiting effect of shame on spontaneity and improvisation so necessary for adjusting creatively to complex situations in organisational life, changing conversations, and unfreezing entrenched and unproductive patterns of relating.

Design/methodology/approach

The paper's approach is primarily phenomenological and comprises description of case material, textural and structural analysis, along with reflection on self and use of self in the research and practice being described. The hypotheses and conclusions at which the paper arrives are based on the author's 14 years' experience as a coach and seven as a Gestalt therapist. Many of the hypotheses have been tested and refined with clients, supervisees and students from two Master's programmes on which the author teaches.

Findings

The paper offers a number of examples to illustrate the ways in which shame can arise in the coach‐client relationship, as well as a number of contextual dynamics in client organisations and coaching practice that can contribute to the experience of shame. It suggests a number of departure points for coaches wishing to work with a sensitivity to shame dynamics in their coaching and consulting practice.

Originality/value

A relational perspective offers an expansion of coaching theory beyond an emphasis on models and tools, to encompass relational dynamics as a source of both data and experimentation in the service of individual and organisational change. The paper proposes an approach that makes conscious use of relational principles, in order that shame phenomena can be surfaced, explored and transformed.
Relating in executive coaching: a behavioural systems approach
Authors: Visser Max
Published: October 2010

Purpose

In recent research the strength and nature of the relationship between coaches and executives appears as a critical success factor in successful coaching outcomes. However, little theory has as yet been devoted to an analysis of how relationships are used in executive coaching. Such an analysis requires going from the monadic, individual level of analysis to the dyadic, relational level. The purpose of this paper is to develop a theory of relating in executive coaching at this dyadic level of analysis.

Design/methodology/approach

A conceptual analysis of relating in executive coaching is presented, drawing on a combination of the behavioural approach (Skinner and others) and the systems approach (Bateson and others). A verbatim of a coaching conversation serves as an illustration.

Findings

It is found that the behavioural and systems approaches may be fruitfully combined in one behavioural systems approach. Following this, relating in executive coaching is characterised as systemic, behavioural, communicational, and patterned.

Originality/value

The paper is among the first to study executive coaching at the dyadic level of analysis, and to develop a combined behavioural systems approach towards that purpose. This approach and its outcomes add to and can be clearly distinguished from the more common humanistic, psychodynamic, and cognitive approaches to executive coaching.
The use of literary techniques in coaching
Authors: Robinson Elaine
Published: October 2010

Purpose

The aim of this paper is to demonstrate a reflective use of literary devices, within an over‐arching concept of narrative, in practical coaching. The paper also aims to show the benefits of working with literary devices within the coaching relationship and provide a few practitioner tips.

Design/methodology/approach

Using case study methodology and based on the recorded field notes of five participating coachees, the nature of the relationship between coach and coachee in coaching conversations forms the empirical basis of the paper. A framework of sub‐headings of different forms of narrative; stream of consciousness, metaphor, time and space, analepsis, prolepsis and focalisation are applied to the case studies in the context of coaching sessions. The analysis includes reflections of the coach.

Findings

Literary language devices associated with narrative can be applied in the coaching context. Such techniques can be used for the analysis and interpretation of coaching conversations to enable sense‐making and enhancement of insightful questioning, interpretation and reflective practice.

Research limitations/implications

There are many other literary devices which could be studied and applied to coaching both as part of reflective practice and in coaching supervision.

Practical implications

There is a need for active listening by the coach and a heightened awareness of literary techniques and deep culture to explore and probe meanings through narratives embedded within coaching conversations.

Originality/value

Literary techniques are used as a means to analyse the coaching relationship and for the discovery of insightful coaching questions and reflective practice.
Building successful leadership coaching relationships
Authors: Boyce Lisa A. , Jeffrey Jackson R. , Neal Laura J.
Published: October 2010

Purpose

This paper aims to employ a conceptual model to examine the relationship processes and mediating role of client‐coach relationship between client‐coach match criteria and coaching outcomes to advance the understanding of client‐coach relationship's impact on leadership coaching.

Design/methodology/approach

Data collected from 74 client‐coach pairs participating in a voluntary leadership coaching program at a military service academy during pre‐partnering and post‐transition phases were analyzed to examine the impact of match criteria and client‐coach relationship processes on coaching outcomes.

Findings

Consistent with the conceptual framework, relationship processes of rapport, trust, and commitment positively predicted coaching program outcomes, including client and coach reactions, behavioral change, and coaching program results. The client‐coach relationship fully mediated two match criteria (compatibility and credibility) with coaching outcomes, suggesting that complementary managerial and learning styles and relevant job‐related credibility support the development of client‐coach relationships and therefore positively impact leadership coaching programs.

Research limitations/implications

The generalizability of findings may be limited due to the population studied. Future research needs to examine relationship processes in the larger context of the coaching practice as well as formative and results‐level outcomes.

Practical implications

The research findings provide support and understanding of the impact of the client‐coach relationship on coaching and the understanding of factors influencing the relationship, which allows the development of selection tools to better match clients with coaches, increasing the quality of the relationship and ultimately the coaching outcomes.

Originality/value

The study represents one of the first attempts to symmetrically examine client‐coach relationships and highlights the value of the conceptual framework for conducting client‐coach relationship research.
The changing body of students
Authors: Liu Jie
Published: October 2010

Purpose

The aim of this paper is to assess the motives, expectations and preparedness of postgraduate marketing students, and discuss possible implications for postgraduate marketing education in the UK.

Design/methodology/approach

The research uses primary data collected from postgraduate marketing students at four British universities. Factor analysis is used to evaluate the convergent validity of the survey questionnaire and Cronbach's alpha coefficient to examine the internal consistency and reliability of the variables composing the major scales.

Findings

The results indicate that postgraduate marketing education today faces a culturally diverse student body coupled with a notable lack of relevant work experience. Students are found to have relatively low perception of their preparedness for postgraduate study and high expectations for support and practical experience in marketing.

Research limitations/implications

The sample used is relatively small although the high response rate achieved would help add validity to the study. Further research should examine the ways in which students draw on their prior‐learning experience to make sense of their learning process.

Practical implications

This study should be of interest to postgraduate marketing programme and module leaders. It suggests that a realignment of curriculum design and various support activities on the part of postgraduate marketing education providers are needed to respond to the changing body of students.

Originality/value

The study offers a timely measure of the motives, preparedness, and expectations of postgraduate marketing students. The findings should be of immediate and practical value to postgraduate marketing educators in the UK.
The uncomfortable mix of seduction and inexperience in vocational students' decision making
Authors: Haywood Helen , Molesworth Mike
Published: October 2010

Purpose

This paper aims to explore the process that undergraduates go through in selecting universities and courses in the context of an increasingly marketisated higher education (HE) where students may see themselves as consumers.

Design/methodology/approach

The process students go through is examined with reference to the services marketing literature and using a qualitative, phenomenological approach with students encouraged to focus on their lived experiences.

Findings

Notable was the reported inexperience of students who suggest an apparent focus on peripheral rather than core aspects of the HE service offering and therefore aim to quickly make “safe” choices. Also there is evidence of “satisficing” and of avoiding risks and choosing options which “feel right” rather than following a more systematic decision‐making process which might be expected for such an important decision. Also noted was a tendency to defer the decision to others, including the institutions themselves, and their increasingly seductive marketing approaches.

Research limitations/implications

The study is based on a vocational university with a focus on subjects for the new professions (marketing, journalism and media production). Further studies might consider how far the findings hold true for other types of subjects and institutions.

Practical implications

The paper considers the implications of these findings for universities and their marketing activities, and invites them to both re‐evaluate assumptions that an informed and considered process has taken place, and to further consider the ethics of current practices.

Originality/value

The paper's focus on the stories provided by students provides new insights into the complexities and contradictions of decision making for HE and for services in general.
The student practitioner
Authors: Ardley Barry , Taylor Nick
Published: October 2010

Purpose

The purpose of this paper is to examine the perceptions of a group of undergraduate students undertaking marketing research consultancy projects for employers. The projects are informed by action learning. The intention is to demonstrate that this method of learning facilitates a level of student skill development that more traditional marketing courses find difficult to achieve.

Design/methodology/approach

The study is underpinned by an interpretivist approach. Research involved students taking part in two focus groups during the consultancy and the completion of pre‐ and post‐consultancy open‐ended questionnaires.

Findings

Findings suggest that the marketing consultancy project represents a way to help develop the general skills required by novice marketers. Students show an understanding of the importance of acquiring communicative, interpersonal, creative and team‐based skills. These assist them in developing a practical knowledge neglected by much existing marketing teaching.

Research limitations/implications

The findings although based on a small sample, indicate that marketing education if based on action learning, positively engages learners. The emphasis on practice suggests that experience, work place socialisation and tacit knowledge, are essential components of learning about marketing that often get overlooked in more traditional marketing courses.

Originality/value

This paper suggests that much established marketing education does not take sufficient account of experiential based learning and instead, is wedded to a model of teaching that sees marketing as being mainly about the transmission of administratively based knowledge. This paper argues that relying overly on the latter will not provide tomorrow's marketers with an appropriate skill set for employment.
The avatar lecturer: learning and teaching in Second Life
Authors: Ward Janet
Published: October 2010

Purpose

This paper aims to give the educator's perspective on developing learning and teaching activities within the virtual world Second Life (SL). The purpose of the research was to develop an understanding of the pedagogical issues involved, to introduce avatar‐based marketing into the marketing curriculum, and to evaluate the potential for this new technology to enhance student learning.

Design/methodology/approach

The issues educators need to address in setting up such activities are considered, including context, design and pedagogical issues. It was decided to take an experiential learning approach following exploratory research. A mixed methods approach allowed the collection of quantitative data to profile the cohort and qualitative data to provide rich data of both the student and educators experience.

Findings

There is a steep learning curve for educators developing such courses particularly as subject specialists rather than computing specialists. Students developed new skills, used knowledge from the wider module and gained a wider perspective of the potential of e‐marketing as a whole.

Research limitations/implications

Experiential learning linked to reflective practice is one way in which learning and teaching in virtual worlds can be integrated into the marketing curriculum. The growth in teenage virtual worlds means the future intake of students may demand new styles of learning and teaching. There was a limited period in which to collect data.

Originality/value

This paper provides original research on developing and evaluating learning and teaching in SL within the marketing curriculum and addresses a gap in the literature on managing large groups in such environments.
Marketing simulation games: student and lecturer perspectives
Authors: Vos Lynn , Brennan Ross
Published: October 2010

Purpose

The paper aims to contribute to the wider adoption of simulation games in marketing teaching. The purposes of the research reported here are to understand marketing students' perceptions of the learning achieved from the use of simulation games, and marketing lecturers' perceptions of the barriers to increased use of simulation games.

Design/methodology/approach

A structured questionnaire was administered to 137 final‐year marketing undergraduates studying at two British universities and eight semi‐structured interviews were conducted with marketing lecturers currently using simulation games in their marketing teaching.

Findings

Students perceive the simulation game to be a highly effective learning method, delivering valuable knowledge and skills. In addition, students find the game to be an enjoyable learning approach. Lecturers are enthusiastic about this learning method, but note some barriers to adoption; particularly cost, the steep learning curve, and the difficulty of finding unbiased advice about suitable games to deliver desired learning outcomes.

Research limitations/implications

Limitations are that the empirical base for the quantitative study was only two universities in the UK, and the questionnaire concerned only student perceptions of their learning, not an objective assessment of actual learning. It is recommended that the study be extended to a wider sample of universities, and that the approach be widened to include an assessment of the measurable learning outcomes achieved rather than just student perceptions.

Originality/value

The degree of student enthusiasm for simulation games is striking. Lecturers also find the method very engaging, but acknowledge that there are important barriers to more widespread simulation game adoption.
Large cohort assessment: depth, interaction and manageable marking
Authors: Wood Emma H. , Henderson Stephen
Published: October 2010

Purpose

Whilst other researchers have emphasized the use of online discussions in support of either class based or distance learning, the purpose of this paper is to investigate how this technique works as an alternative form of assessment for large student groups mainly learning in class.

Design/methodology/approach

A review of the literature in related areas of assessment led the team to develop the use of asynchronous online discussions and the primary research involves a trial of this method. The trial included monitoring participation, engagement and results and a comparison of these with previous, more traditional, assessments. Staff and student opinions were also sought through interviews and focus groups.

Findings

The results reveal similar findings to other researchers in this area. Specifically, the findings show some behaviour similar to that found in other assessments (lack of engagement by some, enthusiasm of others, for example), difficulties for some students to engage in critical discussion, either because of a lack of skills in this area or a mind set firmly in traditional assessment such as written exams. The results also highlighted the need to provide a framework such as that described by Lewinson as an instructional model and to incorporate the evaluation rubric of Christopher et al.

Research limitations/implications

The first trial year evaluated here has gone some way to solving the issues inherent in large cohort assessment but it is recognized that the effectiveness from both the tutors' and the students' point of view will need to be continually evaluated and improvements made as a result of this.

Practical implications

Despite the difficulties, the trial of this method has highlighted several advantages from both student and instructor perspective. The conclusion of this pilot study is that asynchronous online discussions for learning and assessment appear to be suitable for campus‐based large cohorts as they provide a depth of interaction and discussion that would not be manageable in the classroom.

Originality/value

This case study has shown that asynchronous discussions in an online environment can be used effectively in the teaching, learning and assessment of large cohorts of campus‐based students. However, in order to be effective, they need to be structured and monitored, include the creation of a “learning community” through group sign‐up, encourage user autonomy and improved writing skills as well as allow for some self‐regulation.
The employability attributes required of new marketing graduates
Authors: Wellman Neil
Published: October 2010

Purpose

The purpose of this paper is to inform the development of vocationally focused marketing curricula by identifying the employability attributes required from new and early career marketing graduates.

Design/methodology/approach

Existing literature was used to develop a matrix of previously identified attributes. Content analysis of 250 online person specifications for a range of entry‐level and early career posts allowed the matrix to be populated and modified. Like attributes were grouped and organised into clusters to provide profiles of common requirements.

Findings

Under half of employers demanded a degree and less than a quarter a marketing one. Experience is generally required, thus questioning the value employers place on marketing degrees. In total, 52 attributes, within 16 clusters, were identified, common ones included communications, interpersonal relationships, information and communications technology, planning, self‐management, decision making and problem solving. Within the subset of macro and meta competences, 22 personal traits, including creativity, responsibility, initiative, determination and confidence, were commonly required.

Research limitations/implications

Findings quantify desirable attributes but fail to address issues of definition, rationale, contribution and measurement. These will be addressed within further qualitative research.

Practical implications

Educators should consider how the identified employability attributes can be addressed within the marketing curriculum in order to enhance the employment prospects of graduates.

Originality/value

The research verifies and adds to previous data regarding desirable attributes for marketing graduates. However, it also offers new, UK specific, data and a novel model to differentiate between micro and macro/meta competences and inform how transferrable skills and personal attributes combine with subject skills and knowledge to create employable graduates.
Key issues in marketing education: the marketing educators' view
Authors: Gibson‐Sweet Monica , Brennan Ross , Foy Anne , Lynch Jacqueline , Rudolph Peter
Published: October 2010

Purpose

The purpose of this paper is to report the views of UK marketing educators about critical issues in teaching and learning of university‐level marketing education, and to compare these views with the views of other stakeholder groups.

Design/methodology/approach

An online survey was administered to members of the UK Academy of Marketing; 51 completed, usable questionnaires were returned.

Findings

Respondents believe that teaching international students, plagiarism and providing feedback to students are the three top‐priority issues in teaching and learning. Perhaps surprisingly, e‐learning and the use of virtual learning environments are considered to be relatively low‐priority issues.

Research limitations/implications

The low‐response rate is a limitation of the study. The study detected some interesting similarities and differences of opinion between marketing academics and deans of business schools, between pre‐ and post‐1992 universities, and between professors/readers and those in lecturing positions. Notably, the lack of agreement between marketing educators and deans over the importance of relating research to teaching (educators allocate this greater importance) and e‐learning (deans allocate this greater importance) suggests areas for careful consideration in the development of teaching and learning policies.

Originality/value

The paper is unique in examining the views of university‐level marketing educators about teaching and learning issues. University marketing educators are an important stakeholder in the marketing education process.
The cost‐effectiveness of refurbishing Polish housing stock
Authors: Belej Miroslaw , Sims Sally
Published: October 2010

Purpose

Climatic conditions in Poland vary tremendously each year with temperatures exceeding 25°C in the summer and sub‐zero in the winter. Therefore the provision of adequate heating and cooling in residential, public and industrial buildings is essential. Poland has recently embarked on a refurbishment process known as “thermomodernisation”, which focuses on improving buildings' thermal and energy efficiency. This paper aims to present the results from a case study of refurbished apartments in Olsztyn, Poland, to determine whether this process increases market value.

Design/methodology/approach

The research focuses on property in Olsztyn, Poland where residential property is typically situated in apartments within high‐rise and low‐rise buildings.

Findings

The majority of housing stock in Poland was built during the 1970s to 1990s when the thermal properties of building materials were not considered in the construction process, the thermal performance in most residential buildings is very low and heating costs unacceptably high. The results suggest both occupiers and professionals consider thermomodernisation benefits the occupiers by reducing energy and maintenance costs and improving the amenity value of a home. However, whilst both thought that property value was increased this increase was not significant.

Practical implications

This paper provides information on the financial benefits to the occupier from “thermodernistion”, and encourages professionals to highlight these benefits when marketing property.

Originality/value

No published research has explored this issue. This paper addresses this situation.