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This paper aims to suggest the parameter identification of load frequency controller in power system.

The suggested control approach is established using fuzzy logic to design a fractional order load frequency controller. A new suitable control law is developed using fuzzy logic, and based on this developed control law, the unknown parameters of the fractional order proportional integral derivative (FOPID) controller are derived using an optimization technique, which is being used by minimizing the integral square error. In addition, to confirm the effectiveness of the proposed control design approach, numerous simulation tests were carried out on an actual single-area power system.

The obtained results reveal the superiority of the suggested controller as compared to the recently developed controllers with regard to time response specifications and quantifiable indicators. Additionally, the potential of the suggested controller is also observed by improving the load disturbance rejections under plant parametric uncertainty.

To the best of the authors’ knowledge, the work is not published anywhere else.

This paper aims to achieve accurate maximum power from solar photovoltaic (PV), its five parameters need to be estimated. This study proposes a novel optimization technique for parameter estimation of solar PV.

To extract optimal parameters of solar PV new optimization technique based on the Jellyfish search optimizer (JSO). The objective function is defined based on two unknown variables and the proposed technique is used to estimate the two unknown variables and the rest three unknown variables are estimated analytically.

In this paper, JSO is used to estimate the parameters of a single diode PV model. In this study, eight different PV panels are considered. In addition, various performance indices, such as PV characteristics, such as power-voltage and current-voltage curves, relative error (RE), root mean square error (RMSE), mean absolute error (MAE) and normalized mean absolute error (NMAE) are determined using the proposed algorithm and existing algorithms. The results for different solar panels have been obtained under varying environmental conditions such as changing temperature and constant irradiance or changing irradiance and constant temperature.

The proposed technique is new and provides better results with minimum RE, RMSE, NMAE, MAE and converges fast, as depicted by the fitness graph presented in this paper.

In the light of the case and the accompanying case questions, the students should understand:1. The theoretical underpinnings of the brand positioning and brand repositioning.2. Critical evaluation of marketing communication material in the light of theoretical underpinnings.3. The nuances of operating in emerging markets in technology-driven sectors.4. The intricate link between the business goals and communication goals5. The application of the attention-interest-desire-action model and the brand media wheel when translating business strategies into communication strategies.

It was in June 2016, when Asad Haroon, the young head of brands at Ufone, a Pakistani originated telecom operating company, was posed with a challenge of dwindling subscriber identity module card sales, deteriorating average revenue per user and an exponential increase in customer churn. The telecom industry itself was in a flux due to various factors such as changes in the regulatory frameworks and technological shifts.Asad felt that the reason for the brand’s decline might be the lack of synergy between the business strategy and the brand’s communication strategy.Asad knew that he would have to make some unpopular choices and review his brand’s communication strategy which had not yet proved to create a harmony between communication goals and business goals. However, he was unsure about how and if at all he should go about changing a marketing legacy and the brand’s positioning which had reigned the minds of his peers and his customers for so long.

This case is aimed toward undergraduate students enrolled in courses of principles of marketing, marketing communications and corporate media strategy.

Teaching notes are available for educators only.

CSS 8: Marketing

The purpose of this study is to find out the role of positive personality traits such as honesty-humility, emotionality, extraversion, agreeableness, conscientiousness and openness to experience (HEXACO) in the development of empowering leadership, and also determine the impact that mastery goal orientation and work engagement play in linking the effects of an empowering leader on the creative performance of their followers.

The quantitative research design is used along with a deductive approach to achieve the objectives of the study. Data from 337 employees in the telecom sector was collected through self-administered questionnaires using the purposive sampling method. SEM-AMOS methods were used to conduct the analysis, and regression analysis was used to test the formulated hypotheses.

The study’s findings indicated that each component of HEXACO (honesty-humility beta values = 0.086, p < 0.05, emotionality values as β = 0.275, p < 0.001, extroverts β = 0.217, p < 0.001, consciousness β = 0.277, p < 0.001 and agreeableness β = 0.063) played a significant role in fostering empowered leadership. The results also suggested that there is a sequential mediation of mastery goal orientation and work engagement in the relationship between empowering leadership and creative performance.

This study is unique since it covers the antecedents and outcomes of empowering leadership. For antecedents, the study used the HEXACO personality model with all its elements to identify its role in the development of empowering leadership. Moreover, the study also used mastery goal orientation and work engagement as sequential mediators to check the impact of empowering leadership on the creative performance of employees.

The purpose of this paper is to analyze the evolution of total quality management (TQM) models, frameworks, and tools and techniques in higher education (HE) over the last thirty years from 1991 till 2020, based on a literature review

30 articles from 52 journals were used to perform this detailed literature review. For the detailed analysis, the focus was only on articles related to TQM in higher education and specifically related to models, frameworks and tools and techniques. The study has investigated the growth of research articles, research streams, research methodologies, models and frameworks in the higher education sector and tools and techniques related to those.

This review addresses the progress and gaps in the application of TQM in HE, including the shift in global research in this area from the USA and Europe to Asia in recent years. The articles have been classified into four research methodologies and two research streams which have been reviewed in detail. The findings include reasons for multiple models/frameworks in HE proposed by researchers over the years and the importance of tools and techniques used in TQM implementation.

This study, which tries to bring a perspective to the main trends in TQM application to higher education wrt models, frameworks, tools and techniques over the last thirty years, is expected to add to the body of knowledge in this area and help future researchers to focus on the relevant areas identified in this paper.

In this digital age, the rapid technological innovation and adoption, with the increasing use of big data analytics, has raised concerns about the ability of small and medium enterprises (SMEs) to sustain the competition and innovation performance (IP). To narrow the research gap, this paper investigates the role of big data analytics capability (BDAC) in moderating the relationship between digital innovation (DI) and SME innovation performance.

This research has been carried forward through a detailed theory and literature analysis. Data were analyzed through confirmatory factor analysis and structural equation models using a two-stage approach in smartPLS-4.

Results highlight that digital service capability (DSC) significantly mediates the relationship between DI and IP. Additionally, value co-creation (VCC) directly affects digital transformation (DT), while DI has a stronger effect on DSC than IP. Furthermore, BDAC significantly moderates the relation between DSC → IP and DT → IP, whereas it has a detrimental effect on the relation between DI and IP. In addition to that, VCC, DSC, DT, DI and BDAC have a direct, significant and positive effect on IP.

This research was motivated by the practical relevance of supporting SMEs in adopting DT and the resource-based view (RBV) and technology acceptance model (TAM). This study shows that all direct and indirect measures significantly affect innovation performance, including BDAC as moderator. These findings refresh the perspective on what DT, DI, VCC, DSC and BDAC can bring to a firm's innovation performance.

This paper has contributed to DT by empirically validating a theoretical argument that suggests the acceptance and adoption of new technology. This paper aims to fill theoretical gaps in understanding BDAC and DT by incorporating the RBV and TAM theories on BDAC and DT.