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High silicon amorphous steels are gaining preference as the material of choice for the fabrication of the core of low and medium power electrical transformers because they present a better electromagnetic behaviour compared to that offered by common grain-oriented and non-oriented high silicon steels. This study aims to investigate the effects that the environmental conditions present during the high temperature annealing of cores exert on the surface oxidation and electromagnetic changes experienced by a commercial amorphous steel alloy.

The effect of environmental impact on the correct development of annealing practices during the manufacture process of amorphous steel cores used in distribution transformers was studied by the development of an oxidation reactor. With this installation, it was possible to simulate environmental conditions that could affect the surface of magnetic cores made from amorphous steel.

It was found that: the surface oxidation of amorphous steels affects their electromagnetic behaviour, environmentally induced surface degradation can be modelled at laboratory scale and oxide formation does not affect the amorphous condition of the alloy.

The effect of surface oxidation induced by the existence of water vapour in the annealing process of cores made from amorphous steels and its impact on the electromagnetic behavior of these alloys has been barely studied.

This paper aims to analyse the surface evolution of pure recycled titanium subjected to isothermal and cyclic oxidation conditions using dry air as oxidant gas. It is important to mention that the cyclic oxidation behaviour of pure titanium is a process that has been barely studied.

An isothermal and cyclic oxidation reactor was built for these purposes. This installation allows the oxidation of material under the action of any atmosphere and for temperatures up to 1,200°C. For this study, the oxidation behaviour of the material was studied at 850°C and 950°C.

Oxide growth under isothermal oxidation conditions in air follows a parabolic behaviour with an activation energy of 118 kJ/mol, and the oxide phase formed on the surface of the metal was rutile. The cyclic oxidation of the material indicates that oxide is spalled from the surface following linear behaviours; this phenomenon is controlled by the thermal stresses experienced by the samples during heating and cooling cycles.

The material is obtained from the production of electrolytic copper, and during its reprocessing practices at high temperature, it was thought that it could experience some abnormal oxidation. In addition, given that pure titanium is currently used for biomedical application, some surface degree can be given by means of oxidation and subsequent spallation process situation that is found during the cyclic oxidation experiments, which could be a low-cost method to engineer a surface for these purposes.

This paper presents an evolutionary journey of management thought through four phases viz. scientific management, human side, ethics and values and spirituality in management. Further, it presents three paradigms of management viz. American, Japanese and Indian in term of three key ideas viz. Kola (derived from Cola), Kaizen and Knowledge. It suggests that Indian paradigm is rooted in the spiritual view of human beings and there is a need to bring this view to management and leadership literature. This paper also makes a comparative analysis of three paradigms in terms of vision of life, influencing thinkers, dominant ethos and foundational theories. For future direction of management thinking, an integration of these three paradigms in terms of a holistic approach to corporate management is suggested.

While recent research has established that businesses can benefit from engaging with people at the bottom of the pyramid (BOP), the authors know little about the practices that managers can use to effectively strategize this ethically sound and financially attractive proposition and turn it into new business.

To address this gap, the authors reported on an action research study in which the authors collaborated with a major Mexican agribusiness, ANSA, to expand its market through value co-creation with the country’s poorest farmers. To shape the strategizing, the authors combined dynamic capability theory and options theory, and the authors used the asset hexagon framework to understand the BOP population’s needs.

The authors offer a detailed account of how ANSA’s management team collaborated downstream with distributors and farmers and upstream with suppliers to grow a new micro-franchise business that increases the well-being of the poorest farmers and creates additional business opportunities. The research describes how firms can strategize and implement new business ventures for co-creating value with the BOP population. The results are a process model and related propositions for strategizing value co-creation with BOP.

The authors offer new empirical insights, a grounded process model and model-related propositions on strategizing BOP options. As such, the study contributes to the BOP literature by joining critical ethics with actionable knowledge of how such efforts may unfold and by demonstrating how theory may be enacted and developed in the process.

If your company is like most, you are providing your customers with more options, more variety, and more customization than they have ever had before. While that is indeed the direction in which most firms must move in order to succeed in today’s turbulent markets, you must remember a simple rule: customers do not want more choices. They just want exactly what they want.

The research analyzes the presence of two global brands – Fiat and International Federation of Association Football – in Brazilian demonstrations in conjunction with the 2014 World Cup. The purpose of this paper is to extend the brand cultural resonance construct and highlights its boundary-straddling nature. The analysis reveals the dynamics of brand meanings established including why some brands have their meanings enriched through collective appropriation, while others become vessels of negative content and targets of anti-consumption movements.

A multimethod approach, which included observation, analysis of cultural texts and in-depth interviews with 21 demonstrators, was adopted for the study.

The study extends the construct of brand cultural resonance proposing an additional facet, named Institutional Resonance. This dimension relates to the meanings that arise from a brand’s institutional role and interactions with other social institutions, like governments, the economy, religious, and educational systems. Institutional Resonance occurs when a certain brand becomes the archetypal representation of a social institution. This study also presents two forms of brand cultural resonance: arrows or targets. As arrows, brands lend their symbolic resources to the construction of protesters’ messages helping them to communicate their ideas. As targets, brands become social enemies and represent negative poles of social contradictions.

This study investigates consumer appropriation of marketers’ actions. The research depicts Institutional Resonance as an interactive and acute phenomenon which promotes a social negotiation on a playing field where different agents forge brand meanings and reputations.

The purpose of this paper is to analyse the different nature and effects of family influences on the dimensions of young customer‐based brand equity.

Information was gathered from in‐depth interviews. The sample was composed of 30 young adults.

Results show different facets of how the family may affect brand awareness, associations, perceived quality and brand loyalty. Some of them have already been considered in the previous literature, and some new elements have also emerged. Information is sorted according to its impact on each dimension of customer‐based brand equity.

Differences regarding age, marital status and other social variables in the respondents are not considered in the analysis.

The nature, process and effects of intergenerational influences on each dimension of brand equity lead us to propose different marketing actions. These actions may ease the transfer of customer‐based brand equity from parents to children.

This paper takes a holistic perspective in the study of intergenerational influences. No previous works have analysed the nature and effects on each dimension of customer‐based brand equity.

The internationalization process in recent decades has been discussed from different approaches. In this chapter, we study the evolution of selected Latin American and Spanish companies that have experienced a growing evolution from small or medium-sized enterprises to large corporations with participation in global markets and a strategic role played by the family organizations and small business groups. It is a study of multiple cases scope focused on two main lines of discussion. In one hand, the trajectories of internationalization and, and the other, the family firm organization and structure, correspondingly to sectorial aspects and the global situations that have encouraged the expansion of markets, the acquisitions of assets outside the countries of origin, and the outsourcing system. The group of companies selected to discuss the heterogeneity of the internationalization processes is based in case studies: Lojas Amerianas-Brazil, Crystal Lagoons-Chile, Despegar.com-Argentina, Sol-Meliá, Spain, Ferrovial, Spain, Talgo, Spain. Among the findings of this comparative study, the following stand out: (1) debates about the family business are alive, (2) multidimensional perspectives between countries are needed to understand not only internationalization but also the relevance of competitive learning, entrepreneurial vision evolution, and diversity of trajectories between sectors and companies, and finally (3) the importance of culture and immigration in business and family development from Small and Medium Enterprises (hereafter SME) to large businesses.