Ian Mull, Jamie Wyss, Eunjung Moon and Seung-Eun Lee
The purpose of this paper is to examine consumers’ perceptions of using different types of 3D animated avatars as salespeople based on credibility, homophily, attractiveness and…
Abstract
Purpose
The purpose of this paper is to examine consumers’ perceptions of using different types of 3D animated avatars as salespeople based on credibility, homophily, attractiveness and intention to interact.
Design/methodology/approach
Using a survey method, participants (n=120) evaluated four types of 3D animated avatars (i.e. human, fantasy, animal and humanoid) based on the supposition the avatars would represent a salesperson for an online retailer.
Findings
The results show that avatar type has a significant influence on the perception of credibility, homophily, and attractiveness. Furthermore, credibility, homophily, and attractiveness significantly influence the intention to interact with the avatar. Overall, the human avatar was found to be perceived as the most credible, homophilous, attractive and was regarded as the highest in relation to intention to interact.
Originality/value
The practical and theoretical implications are discussed to offer guidance to online retailers, graphic designers, and researchers in the benefits and pitfalls of utilizing 3D animated avatars as salespeople.
Details
Keywords
Miguel Angel Gonzales-Chávez and Natalia Vila-Lopez
The two major purposes of this paper are as follows: first, to identify those appropriate key attributes that a commercial avatar promoting a leisure service must have in terms of…
Abstract
Purpose
The two major purposes of this paper are as follows: first, to identify those appropriate key attributes that a commercial avatar promoting a leisure service must have in terms of likeability, expertise, credibility and attractiveness, with the final purpose of stimulating millennials' acceptance (emotions, buying intentions and electronic word of mouth [eWOM]) and second, to compare if men and women expect the same attributes in a successful avatar.
Design/methodology/approach
A three avatar designs were prepared for this experiment. Then, they were presented to the respondents to be evaluated changing the order of appearance for avoiding biases: (attractive/likeable, expert/credible and normal/basic avatars). The participants were recruited using an online procedure. The final sample size was 104 consumers. They provided 302 valid responses about the three different avatars. A restaurant chain Chili's in Peru was used to define this experiment.
Findings
Findings of the study indicated that the design attributes of an avatar and the desired effects were related terms. Second, an expert/credible avatar worked better than an atractive/likeable one and also better than a common avatar, especially among the feminine target.
Originality/value
This paper tries to develop a guide for executives or entrepreneurs immersed in the gastronomic field in Peru, to enable them to make appropriate decisions regarding the definition of an attractive and disruptive web page design with an innovative tool: efficient commercial avatars.
Details
Keywords
Sebastian Prim and Mikael Samuelsson
The case is suitable for strategy or entrepreneurship modules. It is designed to teach students about the importance of implementing formal processes when entering a growth phase…
Abstract
Subject area of the teaching case:
The case is suitable for strategy or entrepreneurship modules. It is designed to teach students about the importance of implementing formal processes when entering a growth phase as well as the complexities, unexpected costs, and benefits that growing a business can bring.
Student level:
The case is aimed at MBA or Master-level students or executive education programmes as part of a strategy or entrepreneurship module.
Brief overview of the teaching case:
Lattice Towers is a South African company in the telecommunications infrastructure sector. They are struggling to generate sufficient cash flow to sustain operations as a result of poor strategic decision-making regarding tower-build site acquisition. To compound matters, the owner has been struggling with health issues related to the stress caused by the crises that Lattice Towers is going through. Recently, however, a multinational publicly listed behemoth in the telecommunications industry, Helios Towers, offered to acquire the company. The acquisition offer seems like a saving grace to the owner; however, Lattice Towers is deeply personal to the him and he would not like to lose the brand. Furthermore, there is a tremendous opportunity for business growth due to the imminent increase in demand for tower infrastructure. But based on the challenging financial position the business currently finds itself in, he might not have the option to keep the business.
Expected learning outcomes:
To develop a decision-making framework and strategy to navigate the business life-cycle stages, from survival to growth
Understand the concepts of uncertainty, risk, and liquidity premiums that apply to entrepreneurship
Understand the stress-related implications for entrepreneurs
Understand the psychological costs and benefits of entrepreneurship
Understand the personal financial implications for entrepreneurship
Details

Keywords
Man has been seeking an ideal existence for a very long time. In this existence, justice, love, and peace are no longer words, but actual experiences. How ever, with the American…
Abstract
Man has been seeking an ideal existence for a very long time. In this existence, justice, love, and peace are no longer words, but actual experiences. How ever, with the American preemptive invasion and occupation of Afghanistan and Iraq and the subsequent prisoner abuse, such an existence seems to be farther and farther away from reality. The purpose of this work is to stop this dangerous trend by promoting justice, love, and peace through a change of the paradigm that is inconsistent with justice, love, and peace. The strong paradigm that created the strong nation like the U.S. and the strong man like George W. Bush have been the culprit, rather than the contributor, of the above three universal ideals. Thus, rather than justice, love, and peace, the strong paradigm resulted in in justice, hatred, and violence. In order to remove these three and related evils, what the world needs in the beginning of the third millenium is the weak paradigm. Through the acceptance of the latter paradigm, the golden mean or middle paradigm can be formulated, which is a synergy of the weak and the strong paradigm. In order to understand properly the meaning of these paradigms, however, some digression appears necessary.
Details
Keywords
Scottish Publishers Association
Describes the background to publishing in Scotland and outlines the nature and range of current Scottish publishing houses. Sets Scottish publishing within its UK and European…
Abstract
Describes the background to publishing in Scotland and outlines the nature and range of current Scottish publishing houses. Sets Scottish publishing within its UK and European context and indicates a number of major trends. Presents broad statistics of current Scottish publishing. Describes the nature, activities and achievements of 30 Scottish publishing houses, from large to small and from general to specialist.
Details
Keywords
Melodena Stephens Balakrishnan and Ian Michael
Strategic stakeholder engagement, entrepreneurialism, ecosystem, corporate social responsibility, event management, branding, marketing strategy.
Abstract
Subject area
Strategic stakeholder engagement, entrepreneurialism, ecosystem, corporate social responsibility, event management, branding, marketing strategy.
Study level/applicability
Post-graduate level, practitioners interested in MENSA Region, entrepreneurship policy makers and NGOs.
Case overview
Abraaj Capital Ltd (Abraaj), a highly reputed private equity investment and management company, strongly believed in corporate social responsibility, strategic stakeholder engagement and entrepreneurship ecosystem development. In November, 2010, Abraaj held the “Celebration of Entrepreneurship” (CoE) a two-day free entrepreneur event, in Dubai. CoE was attended by more than 2,400 participants. The purpose of CoE was to contribute to building an entrepreneurship ecosystem in the Middle East North Africa South Asia region (MENASA). Based on participant feedback, CoE Outcomes and stakeholder feedback, the event was very successful.
This case is a good example of community engagement and showcases entrepreneurship ecosystem development. This case also highlights the challenges of putting together a signature event in a very short time frame. The future management dilemmas are also raised on various issues like whether to make this successful event a regular part of their organizational activities, and issues concerning the funding of such events. This case can be used to teach event management, branding, marketing strategy, CSR and entrepreneurship (from the ecosystem point of view). It will appeal to both educationalists and practitioners interested in the MENASA region, policy makers who facilitate entrepreneurship, CSR managers, event management companies and marketing specialist. It can be used to teach both undergraduate and postgraduate courses.
Expected learning outcomes
Strategy students can focus on marketing and branding strategies; like stakeholder engagement, internal marketing, social media, positioning and brand architecture. Student of event management can learn about prioritizing, adaptability, funding and the complexity of layering a program.
Supplementary materials
Teaching notes, videos.
Details
Keywords
The characteristics of the so‐called Kailyard school of Scottish novelists are similar to what may be found in Catherine Sinclair, Norman Macleod and the short stories of Mrs…
Abstract
The characteristics of the so‐called Kailyard school of Scottish novelists are similar to what may be found in Catherine Sinclair, Norman Macleod and the short stories of Mrs Cupples: close observation of persons and traditions in a well‐known, confined locality, a good deal of humour and a good deal of pathos, sometimes deteriorating into sentimentality. None of the most typical Kailyard books was meant for children, but the three principal authors—S. R. Crockett, Ian Maclaren and J. M. Barrie—all wrote at least one juvenile book of some merit.
Centres on difficulties that teachers experience in the movement ofeducational decision making from central bureaucracy to the district orschool level. Devolution brings major…
Abstract
Centres on difficulties that teachers experience in the movement of educational decision making from central bureaucracy to the district or school level. Devolution brings major changes to teachers′ roles and bears on underlying assumptions about education. Devolution in the USA, UK, and in New Zealand, parallels presuppositions about education within Australia. Tasmanian schools form the focus, as the author was conducting research in Tasmanian high schools when major transformation in school administration was occurring.
Details
Keywords
The purpose of this paper is to explore an under‐recognized issue in learning in organizations. Managers/leaders are exhorted to think effectively but little work seems to be done…
Abstract
Purpose
The purpose of this paper is to explore an under‐recognized issue in learning in organizations. Managers/leaders are exhorted to think effectively but little work seems to be done on how to think about the right things.
Design/methodology/approach
This article is based on work done in a variety of organizations as well as published sources.
Findings
Managers/leaders appear to have problems often in thinking about the right things. For instance organizations fail because leaders do not think strategically. However little useful material is available to assist leaders to think effectively.
Practical implications
The article has real practical implications for leaders/managers and learning and development professionals, as it is unique in exposing a real problem that is glossed over in much management writing. The article suggests some directions for increasing the thinking capability of managers/leaders.
Originality/value
The article will be of value to managers and learning specialists as it raises important issues about the need to focus on this under‐explored problem.
Details
Keywords
THE Newcastle school, like most others, was established after the second world war to provide full‐time education in librarianship as an alternative to the part‐time system which…
Abstract
THE Newcastle school, like most others, was established after the second world war to provide full‐time education in librarianship as an alternative to the part‐time system which until 1946 was the only one available to the majority of librarians. At first most of the students were returning servicemen whose library careers had been interrupted by the war and they were followed by students direct from libraries, universities and schools. From a handful of students and one full‐time member of staff in the first year the school has grown steadily until there were 53 students and five staff during the session 1962–3 which was the last course held for the Registration Examination.