This chapter integrates research that highlights and demonstrates the importance of the marketing mix and customer attitudinal metrics in influencing the customer’s path to…
Abstract
This chapter integrates research that highlights and demonstrates the importance of the marketing mix and customer attitudinal metrics in influencing the customer’s path to purchase. A key objective of this chapter is the provision of an integrative conceptual framework that links marketing actions to customer mindset metrics along the consumer’s path to purchase and the identification of the mechanisms by which customer mindset metrics contribute to consumer purchase journey. Specifically, it delineates two routes for the effects to manifest on sales: the “mindset route” where marketing actions influence customer mindset metrics, which in turn influence brand performance, or the “transactions route” where marketing actions influence market performance directly without influencing the intermediate mindset metrics. A second objective is to identify empirical patterns on incorporating marketing mix and mindset metrics along the path to purchase by reviewing key papers in this domain. Finally, the chapter concludes with the formulation of a rich, forward-looking research agenda on the customer mindset metrics – path to purchase link.
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K. Sadananda Upadhya and N.K. Srinivasan
Availability of military systems is of major concern for military planners at both tactical (battle) level and at strategic level (long‐term national planning). Availability…
Abstract
Purpose
Availability of military systems is of major concern for military planners at both tactical (battle) level and at strategic level (long‐term national planning). Availability factors critically affect the operational effectiveness during military operations. Military systems are complex and lend themselves to simulation approach for availability estimation as analytical solutions are extremely difficult. The purpose of this paper is to discuss the method of systems modeling to approach the simulation for availability estimation of military systems.
Design/methodology/approach
Availability measures are needed for two main domains of application: peacetime operations and battlefield situations. Availability measures include not only inherent availability of interest to designers/manufacturers, but also operational availability and field/service availability. The simulation approach adopted here involves discrete event simulation (DES) techniques using Monte Carlo methods since a network of events can be included in the model. A system engineering approach is emphasized, starting with system representation and characterisation, and using system aggregation techniques.
Findings
Modeling involves hierarchical models and network diagrams for events. First the system is described by a hierarchical model; the events and transitions are represented with state transition diagrams (STD). The simulation scheme would be based on initial resources or inventory as military operations proceed, with random variates for event times or rates. The availability as a function of time A(t) is arrived at. The reliability and maintainability models are simulated with probability distributions or using empirical distributions. The methods of data collection and analysis, and sensitivity analysis are mentioned. The methodology is explained with two case studies from the authors' work. The approaches of other workers in recent years are summarised.
Originality/value
The paper shows that the simulation models can suitably be modified to include their applications for army and navy military operations. Also, with proper data on all major subsystems of interest for the weapon platform and accurate past war data, it is possible to fine‐tune the models for online use during military campaigns. The availability figures thus obtained may also be used for procurement decisions for long‐term and strategic planning.
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Jianjun (John) Zhu, Thomas S. Gruca and Lopo L. Rego
This study examines the empirical relationship between four broad antecedents of brand equity (branding strategy, brand structure, brand positioning and target market) and two…
Abstract
This study examines the empirical relationship between four broad antecedents of brand equity (branding strategy, brand structure, brand positioning and target market) and two separate dimensions of revenue premium: price premium and volume premium. Our modeling framework aims to explain how different antecedents of brand equity influence the realized velocity and margin of branded product sales, key drivers of operating cash flow. Our generalizable empirical analyses are based on a representative dataset of over 6,500 brands, across 200 consumer-packaged goods categories, spanning three years. We find that only 20% of brands command revenue premiums, for which volume premiums are the critical determinant. Branding strategies and brand structure primarily impact volume premium. In contrast, brand positioning has little effect. Target market substantially affects both premiums. Overall, these four elements account for 73% and 69% of the explained variations in price and volume premiums, respectively. This study provides generalizable, important, and novel insights for the theory and practice of brand management regarding price positioning and extending brands into new categories.
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K. Sadananda Upadhya and N.K. Srinivasan
Maintaining a high level of availability of weapon systems during battles becomes important from the point of view of winning the battle. Due to attrition factors (failure due to…
Abstract
Maintaining a high level of availability of weapon systems during battles becomes important from the point of view of winning the battle. Due to attrition factors (failure due to battle damage and unreliability) and logistic delays in the repair process, maintaining the required level of availability is difficult. In this paper, we develop a simulation model for availability of fighter aircraft considering multiple failures causing system failure and logistic delays in the repair process. The methodology is based on discrete event simulation using Monte Carlo techniques. The failure time distribution (Weibull) and the repair time distribution (exponential) for the considered subsystems of the aircraft and the logistic delay time distribution (log‐normal) for the logistic factors spares, crew and equipment were chosen with suitable parameters. The results indicate the pronounced decrease in availability (as low as less than 10 per cent in some cases) due to multiple failures and logistic delays. The results are, however, highly sensitive to a combination of reliability, maintainability and logistic delay parameters.
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C. Rajendran, K. Srinivasan, V. Balasubramanian, H. Balaji and P. Selvaraj
Presently, the materials used in light combat aircraft structures are aluminium alloys and composites. These structures are joined together through riveted joints. The weight of…
Abstract
Purpose
Presently, the materials used in light combat aircraft structures are aluminium alloys and composites. These structures are joined together through riveted joints. The weight of these rivets for the entire aircraft is nearly one ton. In addition to weight, the riveted connection requires a lot of tools, equipments, fixtures and manpower, which makes it an expensive and time-consuming process. Moreover, Al alloy is also welded using tungsten inert gas (TIG) welding process by proper control of process parameters. This process has limitations such as porosity, alloy segregation and hot cracking. To overcome the above limitations, an alternative technology is required. One such technology is friction stir welding (FSW), which can be successfully applied for welding of aluminium alloy in LCA structures. Therefore, this paper aims to compare the load carrying capabilities of FSW joints with TIG welded and riveted joints.
Design/methodology/approach
FSW joints and TIG welded joints were fabricated using optimized process parameters, followed by riveted joints using standard shop floor practice in the butt and lap joint configurations.
Findings
The load-carrying capabilities of FSW joints are superior than those of other joints. FSW joints exhibited 75 per cent higher load-carrying capability compared to the riveted joints and TIG-welded joints.
Practical implications
From this investigation, it is inferred that the FSW joint is suitable for the replacement of riveted joints in LCA and TIG-welded joints.
Originality/value
Friction stir butt joints exhibited 75 per cent higher load-carrying capability than riveted butt joints. Friction stir welded lap joints showed 70 per cent higher load-carrying capability than the riveted lap joints. Friction stir butt joints yielded 41 per cent higher breaking load capabilities than the TIG-welded butt joints. Moreover, Friction stir lap weld joints have 57 per cent more load-carrying capabilities than the TIG-welded lap joints.
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Nicole M. Gaston, Alison Fields, Philip Calvert and Spencer Lilley
This investigation aims to highlight the need for the information professions globally to value diverse knowledge paradigms in a world where people from diverse cultures and…
Abstract
Purpose
This investigation aims to highlight the need for the information professions globally to value diverse knowledge paradigms in a world where people from diverse cultures and backgrounds interact with information on a daily basis. We provide examples from the Library and Information Science (LIS) profession in New Zealand which has been shaped by socially and culturally inclusive education and practices which take into account diverse ways of knowing and understanding the world and information.
Methodology/approach
An investigation into socially and culturally inclusive LIS education initiatives worldwide contextualizes a discussion of current LIS curricula in New Zealand and their delivery. The achievements and challenges in LIS education, the library profession, and library service are considered alongside the rich and varied nature of New Zealand society and the provision and accessibility of library services.
Findings
LIS education is at the start of this process, and New Zealand education providers promote a range of socially and culturally inclusive practices within their programs resulting in LIS graduates who are equipped to make ongoing contributions to an inclusive society through their professional work. We conclude that these three inseparable components of LIS in New Zealand result in social and cultural inclusion, but can always be further enhanced.
Originality/value
This chapter draws attention to the absence of consideration for non-Western knowledge paradigms in LIS curricula worldwide, and brings together diverse examples, mandating for library services and a library profession that reflect the rich social and cultural makeup of the communities we serve. We conclude that three inseparable components of LIS in New Zealand result in social and cultural inclusion, and there is always opportunity for further enhancement.
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Emily A. Wilson and Barbara Demmig‐Adams
The purpose of this paper is to provide a comprehensive overview of multiple functions and their underlying mechanisms for two common spices, garlic and onion, containing…
Abstract
Purpose
The purpose of this paper is to provide a comprehensive overview of multiple functions and their underlying mechanisms for two common spices, garlic and onion, containing organosulphur compounds.
Design/methodology/approach
Literature review of chemistry, physiology, molecular biology, clinical studies.
Findings
Both garlic and onions exert their effects on human health via multiple different functions, including antioxidant, anti‐inflammatory, and antibacterial properties. The organosulphur compounds in these spices scavenge oxidizing agents, inhibit the oxidation of fatty acids, thereby preventing the formation of pro‐inflammatory messengers, and inhibit bacterial growth, via interaction with sulphur‐containing enzymes.
Research limitations/implications
Currently available information on the optimal amount for consumption for each spice is insufficient.
Originality/value
This review is unique in its comprehensive nature, considering multiple different effects of the spices examined as well as multiple studies from molecular to clinical approaches.
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Adi Alic, Emir Agic and Almir Pestek
This study analyses direct effects of risk-related factors on perceived quality for private labels.
Abstract
Purpose
This study analyses direct effects of risk-related factors on perceived quality for private labels.
Design/methodology/approach
A total of 159 usable data was collected through survey, using mall intercept method in one regional retail chain in Bosnia and Herzegovina.
Findings
The results confirm that the perceived risk has a significant and negative impact on consumers’ perceptions of the quality of private labels, and that the financial risk, performance risk, and physical risk are significant determinants of overall perceived risk, thus indirectly influencing the perception of the quality of these brands.
Originality/value
This chapter shows that the perceived quality of private labels is significantly determined by the perceived risk to which consumers are exposed. The findings of this research can help retailers in terms of adequately defining marketing policies aimed at reducing the perceived risk that consumers are exposed to when purchasing their own brands.