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This paper aims to demystify the creative experiences of an extraordinary group of pastry chefs – The Malaysian World Pastry Team, champions of the 2019 World Pastry Cup. The authors adopted an expressionist theoretical lens informed by two aesthetic philosophers – John Dewey and Wassily Kandinsky.

A two-year portraiture was conducted – a qualitative methodology that draws features from phenomenology and narrative inquiry, rendering artistically and empirically written “portraits” that reflect themes and patterns of participants’ experiences. In-depth interviews, observations and material artifacts were collected amid a journey alongside nine extraordinary Malaysian pastry chefs.

Presented in story structures, the authors offer three “portraits” of culinary creativity, each representing a core essence of the creative phenomenon: creative harmony in the form of sensorial and symbolic poetry; imaginative episodes as a hypnotic state of inspiration and incubation; and the creative duality of scientific rationalism and artistic fashion. The authors delineated the intricacies of each theme by presenting them as individual narratives.

The portraits indicated that culinary creativity reflects an organic and emancipating aesthetic experience that is unbounded by formative structures or sequential processes. This provides a novel theoretical view that moves beyond conventional studies’ capitalistic frameworks, and toward the intimate viewpoints of the chef-creators. Specific contributions are discussed.

Through a unique qualitative approach and an aesthetic theoretical framework, this study provided a novel perspective on the culinary creative process. The aesthetic view captures culinary creativity through the eyes of the creator, a viewpoint less considered, yet imperative to the culinary profession.

This paper aims to explore consumer envy in the context of service encounters. Envy-elicited cognitive appraisals, emotions, interpersonal and organizational consequences were examined.

An online survey was used to collect 311 actual episodes of consumer envy. Both qualitative and quantitative analyses were used to answer the research questions.

This research identified five different triggers of consumer envy during service encounters, each associated with distinct cognitive appraisal patterns. Moreover, envious customers might experience three qualitatively different shades of envy labeled as “blue envy”, “red envy” and “green envy”. Actions taken by service providers are found to be a major cause of consumer envy, and they elicit emotions associated with complaining, negative word of mouth, lower encounter satisfaction and lower repurchase intention.

While significant contributions are made, this study relied on self-reported data. Given that envy is considered a private and sensitive emotion, participants may have withheld from sharing some of the more socially undesirable details of their envy episodes.

The results stress the importance for service providers to avoid a perception of unfair preferential treatment. This perception of service unfairness is associated with hostility directed at service employees and negative organizational consequences.

This study is among the first to examine consumer envy in the context of service encounters.

This paper aims to obtain rare earth magnesium alloy with good adhesion and corrosion resistance.

In 353 K oil bath, cyclic voltammetry was used to study the electrochemical behavior of Pr(III), Mg(II) and Ni(II) in choline chloride-urea ionic liquid. The constant potential method was adopted for electrodeposition of Pr-Mg-Ni ternary alloy films. The content of Pr in the Pr-Mg-Ni alloy films changes with respect to the deposition potential, deposition time and concentration ratio of Pr³⁺:Mg²⁺:Ni²⁺. Response surface methodology was applied to optimize the conditions for obtaining high-quality deposition films.

The results showed that the reaction of Ni(II) to Ni is irreversible; this result can be verified by Tafel polarization curve and chronocoulometry curve. Its transfer coefficient on the platinum electrode of 0.32 and diffusion coefficient is 1.0510⁻⁶ cm².s⁻¹. Mg(II) and Pr(III) cannot solely be reduced to their elemental form, but they can be induced via codeposition by Ni(II). The result shows that under a voltage of −1.00 V, the alloy coating with even structure is obtained when the concentration ratio of Pr³⁺:Mg²⁺:Ni²⁺ is 1:1:1 and the deposition time is 20 min. Scanning electron microscopy, X-ray diffraction, energy-dispersive X-ray spectroscopy and other analyses revealed that the alloy coating is amorphous. Polarization curves of the cathode are tested, which manifest the lowest corrosion current density, stating which has good corrosion performance in alkaline solution and NaCl solution; this can be attributed to its dense film structure and good combination with the substrate.

It provides some technology for the production of corrosion-resistant materials.

The purpose of this study is to explore how event attendees experience interactive encounters in the most competitive segment of the business sector of events – conferences.

A total of 26 in-depth personal interviews was conducted with previous conference attendees. Line-by-line open coding, axial coding and selective coding are performed.

This study develops a framework for experiences during customer–customer encounters (CCEs), which presents a dual motivational structure that explains one’s participation in CCEs, a classification of typical CCEs, four processes that one experiences during CCEs and three levels of situational factors that influence experiences during CCEs.

This study makes one of the first attempts to propose a multidimensional conceptualization of CCE experiences using an attendee perspective. Beyond the utilitarian and social benefits, this study suggests that it is important for event studies to explore the psychological and emotional meanings of CCE experiences through an experiential lens and that the competitive battleground in event industry should lie in staging memorable experiences during CCEs.

This paper is supposed to provide a critical review of current research progress on thermal management in grinding of superalloys, and future directions and challenges. By understanding the current progress and identifying the developing directions, thermal management can be achieved in the grinding of superalloys to significantly improve the grinding quality and efficiency.

The relevant literature is collected from Web of Science, Scopus, CNKI, Google scholar, etc. A total of 185 literature is analyzed, and the findings in the literature are systematically summarized. In this case, the current development and future trends of thermal management in grinding of superalloys can be concluded.

The recent developments in grinding superalloys, demands, challenges and solutions are analyzed. The theoretical basis of thermal management in grinding, the grinding heat partition analysis, is also summarized. The novel methods and technologies for thermal management are developed and reviewed, i.e. new grinding technologies and parameter optimization, super abrasive grinding wheel technologies, improved lubrication, highly efficient coolant delivery and enhanced heat transfer by passive thermal devices. Finally, the future trends and challenges are identified.

Superalloys have excellent physical and mechanical properties, e.g. high thermal stability, and good high-temperature strength. The superalloys have been broadly applied in the aerospace, energy and automobile industries. Grinding is one of the most important precision machining technologies for superalloy parts. Owing to the mechanical and physical properties of superalloys, during grinding processes, forces are large and a massive heat is generated. Consequently, the improvement of grinding quality and efficiency is limited. It is important to conduct thermal management in the grinding of superalloys to decrease grinding forces and heat generation. The grinding heat is also dissipated in time by enhanced heat transfer methods. Therefore, it is necessary and valuable to holistically review the current situation of thermal management in grinding of superalloys and also provide the development trends and challenges.

This study puts forth a consumer-oriented concept of clean labels and attempts to empirically investigate consumer perceptions of these labels.

A self-administered survey (n = 346) was used as the research instrument for data collection in the current study.

Results from an online survey indicate that consumers perceived less processed, elimination of undesired ingredients and ethical concerns as salient attributes associated with clean labels. Consumer-perceived benefits of these attributes include healthiness, social responsibility, sensory appeal, reliable product and low calorie. Additionally, canonical correlation analysis yields two significant associations between clean label attributes and the corresponding benefits. Attributes of elimination of undesired ingredients and utilization of familiar elements drive the benefits of healthiness, low calorie and social responsibility. Attributes of being less processed and with simple ingredients are associated with the benefit of sensory appeal.

This study systematically investigates the discrete clean halo effect by empirically examining the associations between the clean label attributes and the dimensionalities of benefits as perceived by consumers.

The mid-1990s marked a paradigm shift in the way physical activity is promoted, and walking is now considered the most suitable type of physical activity for widespread promotion. Accurate measurement underpins public health practice, hence the aims of this chapter are to: (1) provide a typology for the measurement of walking; (2) review methods to assess walking; (3) present challenges in defining walking measures; (4) identify issues in selecting instruments for the evaluation of walking and (5) discuss current efforts to overcome measurement challenges and methodological limitations. The taxonomy of walking indicates that secondary purpose walking is a more complex set of behaviours than primary purpose walks. It has many purposes and no specific domain or intensity, may lack regularity, and therefore poses greater measurement challenges. Objective measurement methods, such as accelerometers, pedometers, smartphones and other electronic devices, have shown good approximation for walking energy expenditure, but are indirect methods of walking assessment. Global Positioning System technology, the ‘Smartmat’ and radio-frequency identification tags are potential objective methods that can distinguish walkers, but also require complex analysis, are costly, and still need their measurement properties corroborated. Subjective direct methods, such as questionnaires, diaries and direct observation, provide the richest information on walking, especially short-term diaries, such as trip records and time use records, and are particularly useful for assessing secondary purpose walking. A unifying measure for health research, surveillance and health promotion would strongly advance the understanding of the impact of walking on health.

The use of additive manufacturing in many branches of industry is increasing significantly because of its many advantages, such as being able to produce complex parts that cannot be produced by classical methods, using fewer materials, easing the supply chain with on-site production, being able to produce with all kinds of materials and producing lighter parts. The binder jetting technique, one of the additive manufacturing methods researched within the scope of this work, is predicted to be the additive manufacturing method that will grow the most in the next decade, according to many economic reports. Although additive manufacturing methods have many advantages, they can be slower than classical manufacturing methods regarding production speed. For this reason, this study aims to increase the manufacturing speed in the binder jetting method.

Adaptive slicing and variable binder amount algorithm (VBAA) were used to increase manufacturing speed in binder jetting. Taguchi method was used to optimize the layer thickness and saturation ratio in VBAA. According to the Taguchi experimental design, 27 samples were produced in nine different conditions, three replicates each. The width of the samples in their raw form was measured. Afterward, the samples were sintered at 1,500 °C for 2 h. After sintering, surface roughness and density tests were performed. Therefore, the methods used have been proven to be successful. In addition, measurement possibilities with image processing were investigated to make surface roughness measurements more accessible and more economical.

As a result of the tests, the optimum printing condition was decided to be 180–250 µm for layer thickness and 50% for saturation. A separate test sample was then designed to implement adaptive slicing. This test sample was produced in three pieces: adaptive (180–250 µm), thin layer (180 µm) and thick layer (250 µm) with the determined parameters. The roughness values of the adaptive sliced sample and the thin layer sample were similar and better than the thick layer sample. A similar result was obtained using 12.31% fewer layers in the adaptive sample than in the thin layer sample.

The use of adaptive slicing in binder jetting has become more efficient. In this way, it will increase the use of adaptive slicing in binder jetting. In addition, a cheap and straightforward image processing method has been developed to calculate the surface roughness of the parts.

This case study is designed to enable students to understand the reasons behind the launch of a beauty brand grounded on traditions and culture, understand the strategies adopted by Florasis to establish its presence in the C-beauty space and emerge successful, analyze the positioning of a C-beauty brand in a highly competitive beauty market, identify the issues and challenges faced by a C-beauty brand in its efforts to disrupt the C-beauty space and suggest strategies that Florasis can adopt to emerge as a market leader in the global beauty industry.

Set in 2021, the case study discusses about the emerging C-beauty brand Florasis innovative strategies to promote the brand. Florasis was founded in 2017 with a vision to become a century old national makeup brand of China. Florasis was successful in getting on board a story-telling experience that featured traditional Chinese culture, aesthetics and heritage. It sold cosmetic products with retro packaging, concepts derived from traditional Chinese style, promoting a sense of national pride and nostalgia. The case study highlights the innovative strategies Florasis adopted like influencer marketing through key opinion leaders and key opinion customers, celebrity endorsements, user co-creation programs, social content and network marketing, brand crossovers and collaborations, etc. In April 2021, Florasis became the No. 1 cosmetic company in China with a gross merchandise value of 218m yuan and further the total sales for second quarter of 2021 reached 830m yuan, endorsing its supremacy over other global and local beauty brands in China. However, with success came along a set of challenges. Some analysts pointed that the brand was slow in innovating its product line-up, it focused more on promotions and advertisements and the brand positioning with a single sales channel, the cost performance and quality of the products and excessive marketing campaigns targeting a niche segment. Going forward, what should Florasis do to conquer the global beauty space? Can Florasis aspire to become a digitally empowered global beauty brand? Has it got the momentum? Will its direct-to-consumer model and unprecedented marketing and promotion gimmicks, help it achieve the lead in the global beauty space?

This case study is suitable for students of the graduate and undergraduate programs in management.

Teaching notes are available for educators only.

CSS 8: Marketing.

This paper aims to anticipate the possible development direction of WAAM. For large-scale and complex components, the material loss and cycle time of wire arc additive manufacturing (WAAM) are lower than those of conventional manufacturing. However, the high-precision WAAM currently requires longer cycle times for correcting dimensional errors. Therefore, new technologies need to be developed to achieve high-precision and high-efficiency WAAM.

This paper analyses the innovations in high-precision WAAM in the past five years from a mechanistic point of view.

Controlling heat to improve precision is an effective method. Methods of heat control include reducing the amount of heat entering the deposited interlayer or transferring the accumulated heat out of the interlayer in time. Based on this, an effective and highly precise WAAM is achievable in combination with multi-scale sensors and a complete expert system.

Therefore, a development direction for intelligent WAAM is proposed. Using the optimised process parameters based on machine learning, adjusting the parameters according to the sensors’ in-process feedback, achieving heat control and high precision manufacturing.