TWENTY‐ONE years devoted to the development of ejection seats, 24,000 seats built for more than forty nations and now one thousand lives saved—that is the proud record of the…
Abstract
TWENTY‐ONE years devoted to the development of ejection seats, 24,000 seats built for more than forty nations and now one thousand lives saved—that is the proud record of the Martin‐Baker Aircraft Company. To coincide with these achievements, the following article describes the technical development of the range of seats—from the first swinging arm concept through the early manually‐operated seat to the rocket‐assisted completely automatic zero/zero ejection seats of today. From whatever standpoint Martin‐Baker's record is examined, the result is impressive. In terms of mechanical engineering, a series of ingenious features allied to robust design have resulted in ejection seats of unparalleled performance yet renowned for their simplicity and reliability. In terms of sales, this comparatively small firm has, in effect, conquered the world and won substantial export contracts—not least those for over 7,000 seats for the United States armed forces. In human terms, the company has won the grateful thanks of all those aircrew members—a long roll of highly‐skilled and dedicated young men whom some might call the cream of manhood—who but for Martin‐Baker ejection seats would have perished. Small wonder that the name Martin‐Baker has become synonymous with successful ejection.
Richard Cox responds to the attacks by Nicolson Baker against the library community. Deals with each of Baker’s main points: that a lie was foisted on the public about the care of…
Abstract
Richard Cox responds to the attacks by Nicolson Baker against the library community. Deals with each of Baker’s main points: that a lie was foisted on the public about the care of newspapers, the insidious destruction of original newspapers, the resultant loss of trust by the public in libraries and archives and a set of wrong priorities leading to the misguided microfilming and destruction of newspapers.
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Upon completion of the case study, the students will be able to understand brand differentiation and marketing challenges faced by small businesses in emerging markets; recognize…
Abstract
Learning outcomes
Upon completion of the case study, the students will be able to understand brand differentiation and marketing challenges faced by small businesses in emerging markets; recognize the significance of marketing strategies for a growing business in emerging markets; assimilate paid, owned and earned media to improvise the effectiveness of firm’s communication and digital marketing strategy; analyze the relevance of social media marketing in developing a brand; and create a content marketing strategy.
Case overview/synopsis
The case dilemma involved a possible course of action that Fusion Creations faced at the beginning of 2022 about marketing strategies across paid, earned and owned media. “Fusion Creations” was the creation of two sisters who were avid cake bakers since young age. They identified the demand for homemade cakes and the growing number of home bakers in India. It was during the Covid-19 pandemic that they faced challenges in terms of lockdown and scarcity of supply for baking essentials. Moreover, although the pandemic had brought most sections of the society worldwide to a standstill, home bakers were thriving. After the pandemic, these home bakers turned their passion into full-time profession. It was time for the sisters to view this stage as a challenge because of competition from aspiring entrepreneurs and rising home bakers, and convert it into an opportunity. Can Fusion Creation leverage the online social media platforms for their product sales and marketing? With presence established on various social media platforms, were they doing it right, or was there a better way? A few questions lay in front of Chaitali and Kena, owners and bakers of Fusion Creations.
Complexity academic level
This case is written for use in digital and social media marketing classes for graduation-level courses. The focus of the case aligns well with discussions of digital and social media marketing strategy. The case also has application in discussions regarding implementation of digital marketing strategy. Instructors that choose to emphasize social media strategies could assign this case to explore online marketing and digital communication.
Supplementary material
Teaching notes are available for educators only.
Subject code
CSS8: Marketing.
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Samuel Allen, Audrey J. Murrell, Ray Jones and Luka Misic
This case study draws on secondary sources, which are cited in the case and included in the “References and Other Supporting Materials” section of the teaching note, as well as a…
Abstract
Research methodology
This case study draws on secondary sources, which are cited in the case and included in the “References and Other Supporting Materials” section of the teaching note, as well as a semi-structured interview with the case’s protagonist to accurately portray the context, considerations and competing interests necessary for students to make an evidence-based recommendation about 5 Generation Bakers’ future. The case protagonist (Scott Baker) gave the author team written permission to use identifying information from the interview. As such, the authors made no attempt to disguise any names or facts pertaining to this case. As a descriptive incident, it illustrates widely used theoretical concepts and models. The case provides students the opportunity to identify theoretical concepts and practical management strategies moving forward in academic and management settings. No AI was used in writing either the case or teaching notes.
Case overview/synopsis
Scott Baker, owner of 5 Generation Bakers in McKees Rocks, PA, found himself in a difficult position in October 2015. Needing to find a new facility to expand his bakery business and meet the needs of the modern bakery industry, Scott was on his way to a meeting with officials from Cranberry Township promising a sleek, modern facility in an area with lower taxes and promising access to transportation. This tempting offer came at a cost: uprooting his loyal employees and abandoning McKees Rocks after several decades of his family operating a bakery there. On that October day, a twist emerged – the newly vacant lot of a recently closed Bottom Dollar store offered a chance to expand locally. Now, the family business owner had to decide: pursue the new facility in Cranberry, or revitalize his business and stay local. This case is widely applicable but is most directly relevant to modules related to ethics, corporate social responsibility, family business dynamics and stakeholder management analysis in management and leadership courses.
Complexity academic level
This case is most applicable to business students at the undergraduate or graduate level in entrepreneurship, business strategy, ethics, or related fields. The case is particularly relevant for modules in decision-making, corporate social responsibility, stakeholder management and family business dynamics.
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Alexander W. Wiseman and Audree Chase-Mayoral
Neo-institutional theory has provided a productive perspective on comparative and international education phenomena since the 1970s. Yet, recent critical discourse about…
Abstract
Neo-institutional theory has provided a productive perspective on comparative and international education phenomena since the 1970s. Yet, recent critical discourse about educational phenomena investigated through a neo-institutional lens has been somewhat one-sided. The authors reexamine neo-institutional theory and its application to comparative and international education by demonstrating the ways that the theory frames both macro- and micro-level educational phenomena. The ability to shift the discourse about neo-institutional theory from a largely macro-level framework to one capable of investigating educational changes occurring at the micro level is vital to understanding the comprehensiveness of national educational systems and the ways that both world culture and individual agency contribute to these systems. Specifically, using the empirical application of neo-institutional theory to the intersection of information and communication technology (ICT) and internationally comparative educational data, the macro and micro levels of educational phenomena can be productively examined. In so doing, this chapter shifts the discourse on how and why neo-institutional theory reflects cross-national educational trends and micro-contextual effects on education worldwide.
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Tiffany S. Legendre and Melissa A. Baker
Climate change and global population growth are threatening the sustainability of hospitality food systems. Foodservice organizations are seeking an optimal solution for this…
Abstract
Purpose
Climate change and global population growth are threatening the sustainability of hospitality food systems. Foodservice organizations are seeking an optimal solution for this problem. The United Nations Food and Agriculture Organization proposed edible insects as a solution, yet the “yuck” factor discourages consumers from actively endorsing this option. Thus, this study aims to find ways to increase consumer acceptance of edible insects.
Design/methodology/approach
A 2 (message framing: hedonic vs utilitarian) × 2 (celebrity endorsement: absence vs presence) × 2 (social support: low vs high) between-subjects factorial design experiment was conducted.
Findings
The significant three-way interaction effects show that when celebrity endorsement is absent, there is no difference in restaurant advocacy (RA) and experience satisfaction between utilitarian and hedonic message framing, regardless of low (vs high) social support. However, when celebrity endorsement is present and social support is not lacking, a hedonic (vs a utilitarian) message had more significant effects on dependent variables. Conversely, when celebrity-endorsed messages receive high social support, utilitarian (vs hedonic) messages had a more substantial effect on the outcome variables.
Originality/value
This study contributes to alternative protein and associated consumer psychology and hospitality marketing literature by introducing marketing strategies for edible insects. By demonstrating the three-way interaction effects of message framing, celebrity, endorsement and social support on RA and experience satisfaction, this study could demonstrate some boundary conditions to consider when applying celebrity endorsement strategies (e.g. message framing and social support). Also, by addressing the effects of social support, this study builds upon the lack of hospitality literature on online social support.
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A small adhesives company faces exchange rate risks as it makes its first foray into international sales. The receipt of payment from an unhedged foreign-currency-denominated past…
Abstract
A small adhesives company faces exchange rate risks as it makes its first foray into international sales. The receipt of payment from an unhedged foreign-currency-denominated past sale illustrates potential currency risks while a potential follow-on order provides a context to discuss potential hedges. Sufficient detailed information is provided for the students to construct and analyze both a forward and money market hedge. A teaching note and instructor and student Excel spreadsheets are available.
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At a meeting of the Stepney Borough Council on June 20th the Public Health Committee submitted the following report by the Medical Officer of Health detailing the proceedings…
Abstract
At a meeting of the Stepney Borough Council on June 20th the Public Health Committee submitted the following report by the Medical Officer of Health detailing the proceedings which have been instituted against a certain milk‐vendor during the past eight years, and illustrating the difficulties which are experienced in obtaining convictions for adulteration of milk in consequence of the provisions of the “warranty clause” of the Sale of Food and Drugs Acts.
Farah Naz Baig and Amber Gul Rashid
Entrepreneurship Small Business Management.
Abstract
Subject area
Entrepreneurship Small Business Management.
Study level/applicability
BBA first-year students. The case is positioned at the beginning of the course.
Case overview
Uzma, 25 years, enrolled in the MBA program of a prestigious university of Pakistan and owner of Baker Street, was accustomed to a hectic routine; preparing the orders, sometimes even dropping them at customers doorsteps, university classes, assignments and reports. The only thing which she felt missing from her busy life was good sleep and a great time with her family. Brand Baker Street was developed to provide baking solution to upper echelons for special occasions. The big, moist, chewy, gourmet cookies; rich and gooey brownies; the most decadent, indulgent cookie cakes/brownie cakes; and a lot more other things were developed to create unforgettable moments. Her aim after graduation was to convert her dream of opening a café into a reality. Uzma wondered whether the time was right and most importantly was she ready.
Expected learning outcomes
The case aims to teach the following concepts: female entrepreneurship, its potential and barriers; entrepreneurial marketing; and identify and analyze different variables involved in setting up a small baking business.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Melissa A. Baker and Kawon Kim
Customer incivility is commonplace across service industries. Yet, there is little that is known about how uncivil customers affect employees. The purpose of this study is to…
Abstract
Purpose
Customer incivility is commonplace across service industries. Yet, there is little that is known about how uncivil customers affect employees. The purpose of this study is to examine how uncivil customer interactions affect employees’ cynicism, depersonalization and job performance.
Design/methodology/approach
Study 1 uses the qualitative critical incident technique to content analyze employee perceptions of customer incivility and how it affects their job performance. Study 2 uses a 2 (incivility frequency: high vs low) × 2 (co-worker support: high vs low) × 2 (service rule commitment: high vs low) quasi-experimental between-subjects design.
Findings
Results find that there is a significant interaction effect of customer incivility frequency, co-worker emotional support and service rule commitment on employee cynicism and depersonalization, which leads to decreased job performance and more harmful experiences to other customers.
Practical implications
The findings provide practical implications on the importance of managing customer incivility, providing co-worker support and how this affects employee attitudes and service they deliver to other customers.
Originality/value
The results build upon the incivility, co-worker support and service rule commitment literature, conservation of resources theory, as well as identifying key variables core to hospitality and tourism research: cynicism and depersonalization that provide important implications for actions of tourism and hospitality firms.