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Shopper marketing describes the planning and execution of all marketing activities that influence a shopper along – and beyond – the path-to-purchase, from shopping trigger to purchase, consumption, repurchase, and recommendation stages. Shopper marketing practices at manufacturers and retailers are growing at a tremendous pace and a rising portion of marketing budgets are now devoted to shopper marketing. The first phase of shopper marketing research and practice, Shopper Marketing 1.0, addressed interesting issues, primarily relating to in-store marketing. In the next phase, Shopper Marketing 2.0, will significantly extend to out-of-store marketing, including online and mobile marketing, resulting in an integrated practice. In this new environment, to formulate and execute effective shopper marketing strategies, managers need to better understand the complete picture of how online, offline, mobile and in-store marketing influence shoppers in the path-to-purchase-and-beyond cycle. In this chapter, we present the evolution of shopper marketing, summarize key learnings, outline important issues, and discuss the opportunities and challenges of Shopper Marketing 2.0.

The purpose of this paper is to apply the novel instantaneous power flow balance (IPFB)-based identification strategy to a specific practical situation like nonlinear lap joints having single and double bolts. The paper also investigates the identification performance of the proposed power flow method over conventional acceleration-matching (AM) methods and other methods in the literature for nonlinear identification.

A parametric model of the joint assembly formulated using generic beam element is used for numerically simulating the experimental response under sinusoidal excitations. The proposed method uses the concept of substructure IPFB criteria, whereby the algebraic sum of power flow components within a substructure is equal to zero, for the formulation of an objective function. The joint parameter identification problem was treated as an inverse formulation by minimizing the objective function using the Particle Swarm Optimization (PSO) algorithm, with the unknown parameters as the optimization variables.

The errors associated with identified numerical results through the instantaneous power flow approach have been compared with the conventional AM method using the same model and are found to be more accurate. The outcome of the proposed method is also compared with other nonlinear time-domain structural identification (SI) methods from the literature to show the acceptability of the results.

In this paper, the concept of IPFB-based identification method was extended to a more specific practical application of nonlinear joints which is not reported in the literature. Identification studies were carried out for both single-bolted and double-bolted lap joints with noise-free and noise-contamination cases. In the current study, only the zone of interest (substructure) needs to be modelled, thus reducing computational complexity, and only interface sensors are required in this method. If the force application point is outside the substructure, there is no need to measure the forcing response also.

The purpose of this paper is to provide an effective and simple technique for structural parameter identification, particularly to identify multiple cracks in a structure using simultaneous measurement of acceleration responses and voltage signals from PZT patches which is a multidisciplinary approach. A hybrid element constituted of one-dimensional beam element and a PZT sensor is used with reduced material properties which is very convenient for beams and is a novel application for inverse problems.

Multi-objective formulation is used whereby structural parameters are identified by minimizing the deviation between the predicted and measured values from the PZT patch and acceleration responses, when subjected to excitation. In the proposed method, a patch is attached to either end of the fixed beam. Using particle swarm optimization algorithm, normalized fitness functions are defined for both voltage and acceleration components with weighted aggregation multi-objective optimization technique. The signals are polluted with 5 percent Gaussian noise to simulate experimental noise. The effects of various weighting factors for the combined objective function are studied. The scheme is also experimentally validated by identification of cracks in a fixed-fixed beam.

The numerical and experimental results shows that significant improvement in accuracy of damage detection is achieved by the combined multidisciplinary method, when compared with only voltage or only acceleration-matching method as well as with other methods.

The proposed multidisciplinary crack identification approach, which is based on one-dimensional PZT patch model as well as conventional acceleration method, is not reported in the literature.

The purpose of this study is to analyse numerically and experimentally the effects of lip thickness (LT) and bypass ratio on co-flowing nozzle under subsonic and correctly expanded sonic jet decay at different Mach numbers.

Co-flowing jets from co-flowing nozzles of different LTs, 0.2, 1 and 1.5 Dp (where Dp is the primary nozzle exit diameter = 10 mm), with an annular gap of 10 mm at main jet exit Mach numbers 0.6 have been studied experimentally and the other cases have been performed numerically. The co-flowing jet with 2 mm LT was used for comparison.

Co-flowing jet axial pitot pressure decay, axial static pressure decay, axial velocity decay, radial velocity decay and streamline velocity contours were analyzed. The results illustrate that the mixing of the co-flowing jet with profound LT is prevalent to the co-flowing jet with 2 mm LT, at all Mach numbers of the current study. Also, the LT of the co-flowing jet has a strong impact on jet mixing. Co-flowing jets with 10 mm and 15 mm LT with a constant co-flow width of 10 mm experience a considerably advanced mixing than co-flowing jets with 2 mm LT and a co-flow width of 10 mm.

The application of bypassed co-flow jet is in turbofan engine operates efficiently in modern civil aircraft.

All subsonic jets are considered correctly expanded with negligible variation in axial static pressure. However, in the present study, static pressure along the centerline varies sinusoidally up to 9% and 12% above and below atmospheric pressure, respectively, for primary jet exit Mach number 1.0. The sinusoidal variation is less for primary jet exit Mach numbers 0.6 and 0.8 in static pressure decay.

Purpose: Nowadays, many terms like computer vision, deep learning, and machine learning have all been made possible by recent artificial intelligence (AI) advances. As new types of employment have risen significantly, there has been significant growth in adopting AI technology in enterprises. Despite the anticipated benefits of AI adoption, many businesses are still struggling to make progress. This research article focuses on the influence of elements affecting the acceptance procedure of AI in organisations.

Design/Methodology/Approach: To achieve this objective, propose a hierarchical paradigm for the same by developing an Interpretive Structural Modelling (ISM). This paper reveals the barriers obstructing AI adoption in organisations and reflects the contextual association and interaction amongst those barriers by emerging a categorised model using the ISM approach. In the next step, cross-impact matrix multiplication is applied for classification analysis to find dependent, independent and linkages.

Findings: As India is now focusing on the implementation of AI adoption, therefore, it is essential to identify these barriers to AI to conceptualise it systematically. These findings can play a significant role in identifying essential points that affect AI adoption in organisations. Results show that low regulations are the most critical factor and functional as the root cause and further lack of IT infrastructure is the barrier. These two factors require the most attention by the government of India to improve AI adoption.

Implications: This study may be utilised by organisations, academic institutions, Universities, and research scholars to fill the academic gap and faster implementation of AI.

The purpose of this paper is to design an improved multi-objective algorithm with better spread and convergence than some current algorithms. The proposed application is for engineering design problems.

This study proposes two novel approaches which focus on faster convergence to the Pareto front (PF) while adopting the advantages of Strength Pareto Evolutionary Algorithm-2 (SPEA2) for better spread. In first method, decision variables corresponding to the optima of individual objective functions (Utopia Point) are strategically used to guide the search toward PF. In second method, boundary points of the PF are calculated and their decision variables are seeded to the initial population.

The proposed methods are tested with a wide range of constrained and unconstrained multi-objective test functions using standard performance metrics. Performance evaluation demonstrates the superiority of proposed algorithms over well-known existing algorithms (such as NSGA-II and SPEA2) and recent ones such as NSLS and E-NSGA-II in most of the benchmark functions. It is also tested on an engineering design problem and compared with a currently used algorithm.

The algorithms are intended to be used for practical engineering design problems which have many variables and conflicting objectives. A complex example of Welded Beam has been shown at the end of the paper.

The algorithm would be useful for many design problems and social/industrial problems with conflicting objectives.

This paper presents two novel hybrid algorithms involving SPEA2 based on: local search; and Utopia point directed search principles. This concept has not been investigated before.

Entrepreneurship; Technology Transfer; Incubators; Accelerators

Postgraduate, Faculty Development Programs (FDP) and Management Development Programs (MDP) in areas of Technology Entrepreneurship, Entrepreneurship Education, Incubator and Accelerator Management.

Madras Mind Works Private Limited (MMW) is an entrepreneurial venture set up by four friends in Chennai (earlier known as Madras) in Tamil Nadu, India. MMW intends to use the emerging trends in virtual reality and exploit opportunities that arise from its application. MMW has received invitations to join both an incubator as well as an accelerator. After detailed deliberations among the four co-founders that yielded no conclusion, the team left the responsibility of taking the decision to its Chief Executive Officer (CEO), Srinivasan Krish (Srini). Srini now has to decide whether MMW must join the incubator or the accelerator.

At least five factors will be learnt based on which tech start-ups can decide whether they should join an incubator or accelerator. Two important players in the entrepreneurship ecosystem are incubators and accelerators. You will learn to define them, describe their characteristics and services and learn their similarities and differences. You will learn what constitutes an entrepreneurial ecosystem using the BEEP framework. You will learn about many ecosystem players including but not limited to – incubators, accelerators, co-working spaces, technology transfer offices, research parks, angels, venture capitalists, government support schemes, university research centres, etc.

Board Plans, YouTube Video Links.

CSS 3: Entrepreneurship.

In comparison to a nozzle with a larger/finite separation distance (Thanigaiarasu et al., 2019), a thin-lip nozzle (Srinivasarao et al., 2017) minimizes drag. Coaxial nozzles with thin lips are an appropriate tool for studying high subsonic jets because it does not create a dominant re-circulation zone. This study aims to analyze the characteristic of separation distances, between primary and secondary nozzles, within the range of 0.7–3.2 mm which can be considered a thin lip.

A separation distance of 0.7  (Papamoschou, 2004), 1.7  and 2.65 mm (Lovaraju and Rathakrishnan, 2011) is considered for the present study. The main nozzle exit Mach number is maintained at a subsonic condition of Mach 0.6, and the co-flowing nozzle exit Mach number is varied from 0% (secondary jet stopped/single jet) to 100% (Mach 0.6) in steps of 20% with respect to the main nozzle exit Mach number. A comparison was made between these velocity ratios for all three lip thicknesses in the present study. Design mesh and analysis were done by using Gambit 2.6.4 and Fluent 6.12. Velocity contours and turbulence contours were studied for qualitative analysis.

When lip thickness increases from 0.7 to 2.65 mm, the potential core length (PCL) of the primary jet decreases marginally. Additionally, the PCL of the primary jet elongates significantly as the velocity ratio increases. The primary shear layer is dominant at 20% co-flow (20 PCF), less dominant at 60% co-flow (60 PCF) and almost disappeared at 100% co-flow (100 PCF). Concurrently, the secondary shear layer almost disappeared in 20 PCF, dominant in 60 PCF and more dominant in 100 PCF. Different zones such as initial merging, intermediate and fully merged zones are quantitatively and qualitatively analyzed.

Co-flow nozzle is used in turbofan engine exhaust. The scaled-down model of a turbofan engine has been analyzed. Core length is directly proportional to the jet noise. The PCL signifies the jet noise reduction in a high-speed jet. For a low-velocity ratio, the potential core is reduced and hence can reduce the jet noise. At the same time, as the velocity ratio increases, the mass flow rate of the coaxial increases. The increase in the mass flow increases the thrust of the engine. The aircraft engine designer should analyze the requirement of the aircraft and choose the optimal velocity ratio coaxial nozzle for the engine exhaust (Papamoschou, 2004).

There have been many research studies carried out previously at various lip thickness such as 0.4  (Georgiadis, 2003), 0.7  (Papamoschou, 2004), 1.5  (Srinivasarao et al., 2014a), 1.7  (Sharma et al., 2008), 2  (Naren, Thanigaiarasu and Rathakrishnan, 2016), 2.65  (Lovaraju and Rathakrishnan, 2011), 3  (Inturiet al., 2022) and 3.2 mm (Perumal et al., 2020). However, there is no proper study to vary the lip thickness in this range from 0.7 to 3.2 mm to understand the flow behavior of a co-flowing jet.

Re-use of products in the supply chain has become a significant consideration in the last decade. It has resulted in the development of several product recovery alternatives. Remanufacturing in the supply chain is one such product recovery option that yields social, economic and environmental benefits. This study aims is to identify and evaluate the key performance indicators (KPIs) of the remanufacturing supply chain (RSC).

The KPIs of RSC are classified along with the five primary management processes (plan, source, make, deliver and return) of the supply chain operations reference (SCOR) model. A grey decision-making trial and evaluation laboratory (DEMATEL) technique is applied to investigate the complex interrelationships amongst the identified KPIs and categorize them into cause and effect group. The applicability of the proposed framework is demonstrated through a case organization involved in remanufacturing business.

The KPIs are identified based on literature analysis and subsequent discussion with decision panel experts. The present research work results reveal that “consumer awareness program”, “technological compatibility” and skilled workforce' are the most influential indicators.

This research work provides a framework to evaluate the causal relationship between the RSC KPIs. The framework proposed in this study is empirically applied to a case organization. Based on the study findings some important recommendations are presented to the decision-makers/policy planners to help them develop an action plan. This would help the case organization reduce resource consumption, increase market share and enable sustainable development.

In this paper, a semi‐analytical finite element formulation is presented to study the magnetoelectric (ME) effect for a multilayered and multiphase magneto‐electro‐elastic (MEE) cylinder under various boundary conditions. Numerical studies are done to evaluate the ME coefficient for different thickness ratio of piezoelectric phase in the multilayered composite. Studies are also done for the evaluation of ME coefficient for different volume fractions of piezoelectric phase in the multiphase composite. Ansys 8.1 is used to validate the present formulation using thermal analogy concept.