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The parameters of axial‐field machines are very small compared with the parameters of conventional machines. Different measuring methods are normally used in order to obtain good estimates of the machine parameters. These methods are difficult to perform, costly and time consuming. This paper proposes the use of genetic algorithms to predict the self and mutual inductances of a specific type of axial‐field machine, the Torus motor.

The parameter extraction is reformulated as a search and optimization problem in which the only requirement is a set of values of current versus time and an approximate estimate of the parameters.

The predicted machine self and mutual inductances are verified by comparing with several measuring methods and excellent agreement is obtained.

Demonstrates that genetic algorithms can predict the self and mutual inductances of the Torus machine automatically with high accuracy.

This paper aims to study modeling of the nonlinear behavior of the Torus machine back EMF using an adaptive networks fuzzy inference system (ANFIS). The model can be used to study the steady‐state as well as the dynamic performances of the machine operating as a motor or as a generator.

Using the universal approximation capability of fuzzy systems the authors designed an ANFIS network to model the nonlinear behavior of the back EMF of the Torus motor. The ANFIS is trained using an actual set machine measurements data to generate the motor back EMF for different operating conditions.

Simulation results of the ANFIS model of the Torus motor at different loads proved the ability of the algorithm to effectively model the complex electromagnetic behavior of the machine. Such efficient modeling can directly help in improving and optimizing the Torus motor drive system design.

It demonstrates that ANFIS can model the nonlinear behavior of the back EMF of the Torus motor with excellent accuracy.

The learning outcomes are as follows: to enable the learners to understand advantages and disadvantages of franchises in the company; to understand the strength and weakness points of Café2Go, its underlying strategy and what makes the company a unique outlet; to acquire a better understanding on the key challenges or dilemmas that Café2Go faces and to provide recommendations to address such dilemmas; to evaluate innovative marketing plans that would aid in expanding Café2Go internationally; and to understand cause-effect analysis of project management and the reason for the increase in the operationalization cost on Café2Go.

This case study presents the story of Jassim Al-Bastaki who was once rejected as a franchisee and later managed to be a pioneering franchiser in the UAE. The case aims to highlight the new coffee products and distribution methods Al-Bastaki used to compete in the over-saturated coffee market in Dubai. Al-Bastaki distinguished the first Café2Go by offering camel products in a mobile truck. It was the first “café-on-wheels” in the UAE, and it marketed the slogan of “wherever you are”. This case study discusses the challenges the project faced while marketing the unpopular, salty drink camel milk and issuing the necessary licenses for the coffee truck. The case study also elaborates on the innovative strategies Al-Bastaki used to convince customers of the health benefits of camel milk, to serve camel milk in appealing forms such as milkshakes and to replace the banned mobile truck with kiosks, cubicles, mobile trolleys and free phone call services. The case study also aims to highlight the obstacles associated with the franchise model and to reveal how Al-Bastaki overcame such challenges, using the franchise model, to expand Café2Go beyond the UAE. What started as a mobile coffee truck in 2009, in Dubai, has changed into an expanding business in Qatar, Libya, Bahrain, Saudi Arabia, South Africa and Spain (Masudi, 2013).

The case study is relevant for undergraduate and post-graduate management degrees, and specifically business administration, entrepreneurship, small business management courses.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 3: Entrepreneurship

The purpose of this study is to examine the impact of the marketing mix, customer perceptions, and religion on the buying decision of Islamic banking products in an emerging market namely the United Arab Emirates (UAE).

This study adopts a quantitative approach to analyze the data of 435 respondents collected through an online survey during January–February 2022. Data analysis of direct and moderating relationships are done through Smart PLS (partial least squares) using structural equation modelling (SEM) technique.

The results indicate that marketing mix (product, price, place and promotion) and customer perceptions have a positive direct relation with the buying decision of Islamic banking products in the UAE. However, moderation analysis shows that religion is a non-significant moderator for the above relationships.

This study combines potential variables from the perspectives of marketing, human mindset, and individual beliefs. The findings of this study provide a wider understanding of consumer behavior toward Islamic banking products. Marketers of the Islamic banking industry can utilize these findings for effective market segmentation and well-crafted marketing strategies. This will ultimately contribute to the sustainable growth and development of the Islamic banking industry in the UAE and other regions.

This study aims to investigate the mediating effect of transformational leadership (TL) and work engagement (WE) on health-care clinic nurses’ performance and the crucial role of these variables in the work environment (WEV).

Data were collected from 353 nurses working across various health-care clinics in the United Arab Emirates. This study used descriptive correlational statistics from the Statistical Package for the Social Sciences, the Pearson correlation coefficient, confirmatory factor analysis for model validity, Cronbach’s alpha for reliability and path analysis to determine the results.

The relationship between TL and job performance among nurses in health-care clinics was strongly influenced by WE. In addition, a moderate WEV increased the positive influence of TL on job accomplishment. Furthermore, there were no statistically significant differences between the participants’ demographics characteristics and the main variables of the study.

Health-care management can support and enhance nurses’ job performance through TL, create a more structured WEV and support WE.

This study involves a specific investigation into WE as a mediator, WEV as a moderator and the effect of TL on nurses’ job performance.

This study aims to investigate the factors that may hinder or facilitate consumers’ adoption of mobile-commerce (m-commerce) activities in the context of developing countries exemplified here by Oman.

A conceptual model was developed through integrating factors from UTAUT2 (performance expectancy, expectancy effort, social influence, facilitating conditions, hedonic motivation, price value, habit and self-efficacy) and SERVQUAL (system quality, service quality and information quality). Data were collected from 530 Omani m-commerce users through a cross-sectional survey.

The results of the structural equation modelling showed that consumers’ behavioural intention (BI) towards m-commerce adoption was significantly influenced by information quality, habit, performance expectancy, trust, hedonic motivation, service quality, price value and facilitating conditions, in their order of influencing strength, and explained 65.5 per cent of the variance in BI. Unexpectedly, effort expectancy, social influence, self-efficacy and system quality had no significant effect on BI.

This study will explain the currently relatively low penetration rate of m-commerce adoption in Oman, which will help local m-commerce businesses to develop the right organizational strategies, especially related to marketing strategies and developing mobile applications, which will draw the attention of many users.

This is one of the few studies that integrates UTAUT2 with SERVQUAL and tests the proposed model in non-Western cultural contexts. Specifically, in contrast to previous studies, diversity of individuals’ acceptance behaviour is examined in Oman.

In an ever-interconnected world dominated by discourses on the internationalization and marketization of higher education, concerns related to language and employability have been the focus of recent debates. There is, however, a dearth of research investigating how these dimensions relate to one another in recent comparative and international higher education research. By focusing on how issues related to language and employability have been presented in recent higher education research worldwide, this chapter aims to contribute to our understanding of this concern. To achieve this goal, we conducted a scoping literature review using the Web of Science, Scopus, and the Education Resources Information Center (ERIC) databases, considering the years 2011–2020. The findings, perhaps not surprisingly, suggested that language skills are perceived to be valued by both graduates and employers though the discussions predominantly focused on one language, English. The research focus on English for employability in Anglophone contexts is understandable. However, the fact that the trend is observed in contexts where the language is not the primary or official language seems to indicate the influence of internationalization of higher education and global labor markets primarily dominated by English. The literature also suggested that (English) language training in higher education programs needs to move from solely linguistic and qualification-related content areas to a broader sphere of English for communication purposes that cover both specialized disciplinary content and broader generic employability skills. Considering this finding, we suggest that higher education systems and institutions incorporate recent developments in English for occupational purposes in their curriculum. We also recommend that there needs to be a shift from the overwhelmingly English language-dominated discussions to more inclusive research that assesses the impact of other dominant languages on employability-related concerns.

The purpose of this paper is to investigate the efforts undertaken by the Gulf Cooperation Council (GCC) countries in deploying renewable energy (RE), in terms of capacity assessments, research and development activities, and current and planned projects. The paper also aims to investigate the drivers and barriers for the diffusion of RE technologies in the GCC.

The paper provides a literature‐based study on the status of the RE sector in the GCC, including capacities, projects, policies and frameworks in the GCC, in addition to an analysis of the main drivers and barriers to RE deployment arising from the literature.

The results of this paper illustrate growing interest in renewable energy in the GCC countries at the R&D and project implementation level.

The paper contributes by the provision of the latest knowledge on the status of the RE sector in the GCC and by highlighting the most significant drivers fuelling RE deployment, as well as the barriers currently hindering the greater diffusion of RE technologies in the region.

The purpose of this study is to investigate the value of cloud computing adoption (CCA) as a proxy for information technology (IT) flexibility (ITF) and IT effectiveness (ITE) among Small- and medium-sized enterprises (SMEs) in Jordan.

A research framework with five hypotheses has been developed based on the results of previous studies. Partial least squares-structural equation modeling has been used for data analysis.

The results revealed that elements of ITF in two domains, IT technical resource (connectivity, modularityand compatibility) and IT human resource (IT personnel skills) specific to CCA, were significantly correlated with ITE.

The findings have crucial implications: they contribute to the research community, administrators and cloud computing providers (CSPs) concerning the framework-improved procedure for CCA. The proposed model can enhance the awareness of service providers about why some SMEs accept cloud computing services, whereas actually the same ones having the same type of business do not. In addition, the above providers should enhance their interaction with the SMEs that contributed to the cloud computing knowledge to make a well-organized setting for the CCA, specifically, SMEs need that adopt an on-premise private cloud architecture. Moreover, necessary to determine the challenges in deploying solutions from the perspective of CSPs. The sample has been limited to Jordan respondents.

The research studies about the usage of cloud computing have shown its effects on SMEs today. Also, the different impacts of cloud computing on other sectors are at the center of attention. SMEs could get significant advantages by carefully considering and managing CCA from the ITF and ITE perspective.

To the best of the author’s knowledge, this is the first study to develop a framework for CCA based on the standpoint of ITF in two domains, IT technical resources (connectivity, modularity and compatibility) and IT human resources (IT personnel skills) and effectiveness.

The purpose of this paper is to assess the potential of renewable energy as an essential future energy source in the Gulf Cooperation Council (GCC) region. This paper summarizes the main projects and measures established to start the transition toward renewable energy. The opportunities and challenges for developing renewable energy projects have been discussed to reach a better understanding of the future of renewable energy in the region.

The paper provides a literature-based study on the status of the renewable energy sector in the GCC, including potentials, projects, targets and strategies. The opportunities and challenges of the development of renewable energy sources in the GCC region have been discussed based on the literature.

The paper shows that the GCC countries have begun to adopt a more proactive approach toward renewable energy, while the reorientation of strategies and plans for renewable energy is evolving in these countries. All of the GCC countries focus on solar and wind energies and plan to invest in waste-to-energy (WtE), while only Saudi Arabia is interested in going for geothermal.

The paper contributes to the provision of an extensive literature review on the development of renewable energy in the GCC countries. It provides an updated and comprehensive overview of the region’s renewable energy potential and highlights the main renewable energy strategies and targets. This paper targets regional decision-makers as well as multilateral stakeholders to formulate a set of recommendations to promote renewable energy deployment and improve industrial capabilities.