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Concrete is a widely used construction material which can be prepared using locally available resources (aggregates, cement and water) by following relevant standard guidelines. The residual properties of concrete determined by heating in an electric furnace may not produce a similar effect of fire. The purpose of this paper is to compare the effect of a fire with that coming from the exposure of normal strength concrete to predetermined reference temperatures, for which two sets of specimens were heated in a fire furnace provided with gas burners and an electric furnace.

The concrete cubes and cylinders were subjected to 200^oC, 400^oC, 600oC and 800^oC temperature in a gas-controlled fire furnace and an electric furnace for 2 h. The physical properties and mechanical properties of concrete were determined after cooling the specimens in air. The quality of concrete specimens was determined using the ultrasonic pulse velocity test, and surface hardness of the heat-exposed cubes was recorded using the Schmidt rebound hammer.

The fire-exposed specimens were found to have lower residual compressive strength, tensile strength and higher porosity/voids/internal cracks than the specimens heated in an electric furnace at the same temperature. Further, a good agreement with compressive strength and rebound numbers was observed for each of the two heating systems (flames coming from gas burners and electric furnace).

Normal strength concrete specimens exposed to heat in an electric furnace will not give the same effect of fire having the same maximum temperature. Further, it is noticed that concrete subjected to elevated temperature is sensitive to heating modalities, be it the flames of a gas furnace or the radiation of an electric furnace.

The learning objectives of this case study are to understand business-to-business (B2B) marketing in a logistics organization; apply go-to-market (GTM) strategy in the logistics industry; design B2B distribution strategy so as to enhance geographic penetration; and develop digital marketing strategies in the logistics industry.

V-Xpress is a leading B2B player in the express cargo category in the Indian logistics industry. In March 2017, Sachin Nair, Head of V-Xpress Marketing, was presenting three different GTM strategies to the CEO for the new Assured Timely Movement services. He wanted CEO views on each of them so that he can choose the best one. Sachin was also trying to find a solution to backhaul problem in eastern India. The resolution of this problem would have helped V-Xpress to become a truly pan-India B2B logistics company. Sachin was also revamping the digital marketing strategy as part of ambitious V-Xpress marketing strategy. These initiatives were taken as part of CEO’s vision for reaching annual revenue of INR 10bn by 2020. Sachin was thinking about various options so as to implement these changes with least investments.

This case study can be used in B2B marketing, marketing management and marketing strategy course of an MBA program.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS: 8: Marketing

The Reinforced Concrete(RC) elements are known to perform well during exposure to elevated temperatures. Hence, RC elements are widely used to resist the extreme heat developing from accidental fires and other industrial processes. In both of the scenarios, the RC element is exposed to elevated temperatures. However, the primary differences between the fire and processed temperatures are the rate of temperature increase, mode of exposure and exposure durations. In order to determine the effect of two heating modalities, RC beams were exposed to processed temperatures with slow heating rates and fire with fast heating rates.

In the present study, RC beam specimens were exposed to 200 °C, to 800 °C temperature at 200 °C intervals for 2 h' duration by adopting two heating modes; Fire and processed temperatures. An electrical furnace with low-temperature increment and a fire furnace with standard time-temperature increment is adapted to expose the RC elements to elevated temperatures.

It is observed from test results that, the reduction in load-carrying capacity, first crack load, and thermal crack widths of RC beams exposed to 200 °C, and 600 °C temperature at fire is significantly high from the RC beams exposed to the processed temperature having the same maximum temperature. As the exposure temperature increases to 800 °C, the performance of RC beams at all heating modes becomes approximately equal.

In this work, residual performance, and failure modes of RC beams exposed to elevated temperatures were achieved through two different heating modes are presented.

The aim of this study is to determine the relationship between social media and libraries in terms of marketing. The present research is to find out the factors and impact as well as the issues related to libraries and marketing using social media. This study will give massive information regarding social media use for the marketing of library sources and services.

This study so far has been taken into account to review all the related literature of social media and library marketing. All the related literature studies were reviewed according to the suggested objectives of the study.

The present study reveals after reviewing literature that there is a great impact of social media on libraries. The literature shows that social media is the biggest change in the twenty-firstst century for library professionals and librarians. The reviewed literature studies have discovered that the libraries are facing too many challenges and issues to the adoption of social media for the marketing of library sources and services. The collected and analyzed works of the literature indicated that social media would be the best tool to promote library sources and services.

This research or study can serve the LIS professionals and librarians in the field of library and information science and librarianships that they are looking for the adoption and application of social media in the marketing of library sources and services to the targeted customers.

This research or study can serve the LIS professionals and Librarians in the field of library and information science and librarianships that they are looking for the adoption and application of social media in the marketing of library sources and services to the targeted customers.

To the best of the authors’ knowledge, this study is one of the first among those researches that is to disclose the close relationship between social media and libraries in terms of marketing of library sources and services.

This study aims to determine antecedents of market discipline. A model was constructed by extending the theory of planned behavior (TPB) to explore the cognitive, psychological and social factors that influence the market discipline in the form of withdrawal behavior.

This study applied a quantitative approach by surveying 181 Indonesian retail investors in Sharia mutual funds, which were represented by civil servants. The samples were collected using the purposive sampling technique. This study used the partial least square–structural equation model to analyze the data.

The results revealed that the Islamic financial literacy, the attitudes toward withdrawal, the subjective norms and the perceived behavioral control had a positive significant effect on the withdrawal intention, whereas financial risk tolerance had an insignificant impact. Then, all the exogenous variables and intention to withdraw had a significant contribution in explaining market discipline. Contrary to the proposed hypothesis, the attitude toward withdrawal had a negative impact on market discipline. The structural model indicated that the TPB could be extended by adding some exogenous variables (i.e. Islamic financial literacy and financial risk tolerance) in determining the intention to withdraw and withdrawal behavior, which indicated the market discipline in Sharia mutual funds.

This study was limited to individual investors who work as civil servants. This study did not accommodate different demographic factors such as age and gender, which influence fund withdrawal behavior.

The government must focus on the inclusion of market discipline in Sharia mutual funds’ regulation to encourage the risk management disclosure, specifically that related to Sharia compliance.

Previous studies applied a traditional finance theory to predict market discipline, but this study contributes to filling the theoretical gap by explaining the market discipline from a behavioral finance perspective that was found in Sharia mutual funds.

This study attempts to conduct a post-occupancy assessment of the primary technical, functional and behavioral features in a student housing facility at the Visvesvaraya National Institute of Technology campus in Nagpur, India to see if the students are satisfied with the residential hostel's environs and facilities.

The study reviews knowledge areas pertinent to the technical, functional and behavioral performance of student housing facilities by looking at the body of accessible literature. Even though the literature review gave a thorough overview of the broad issues, it was essential to learn about the situation as it is and addresses the specific issues brought up to undertake a thorough evaluation, just as every in-depth study depends on a reliable methodology. Therefore, a methodology appropriate for the research was developed, which helped in identifying relevant attributes for the questionnaire to be used for the survey. This aided in analyzing the building's performance evaluation through the sole users of the hostel which are the students. The survey data is analyzed by statical methods using SPSS software to identify the key determinants of satisfaction in students' residential hostels and if these are affected by the gender of the students.

The survey results were examined to determine the level of satisfaction with the selected performance aspects, and the major determinants governing it. The findings concluded that most of the technical and functional determinants of satisfaction in hostels are identified the same by both genders, except for some of the attributes in behavioral elements. The research looked at how well key success elements in the student housing facility had been implemented.

Research is carried out in CFTI only wherein architecture is one of the branches.

Planning professionals, architects, housing managers and facility managers involved in the design, construction and management of student housing facilities might benefit from feedback from a post-occupancy evaluation. The post-occupancy study can therefore aid in continually enhancing the standard and effectiveness of the facilities for planning, constructing, managing and maintaining student residential housing.

The purpose of the present research is to introduce a combined framework that integrates innovative work behavior, product innovation process and customer knowledge management; then, to explore the mediating effect of customer knowledge management in the relationship between innovative work behavior and the product innovation process.

The basis for the present research is a cross-sectional design. Data collection from 154 employees occurred using the following structured questionnaires: Customer Knowledge Management (CKM), Innovative Work Behavior (IWB) and Product Innovation Process (PIP). Data processing used SPSS version 26.0, including the PROCESS (3.5) macro analysis.

The results show positive relationships between innovative work behavior and the product innovation process (r = 0.420, p < 0.01). Pearson's correlation shows a coefficient of 0.42, meaning that 42% of the variations in perceived product innovation are due to variations in innovative work behavior. The second condition of the mediation test involved testing the relationship between the independent variable (Innovative Work Behavior) and the mediating variable (Knowledge Management) and showed a significant relationship (r = 0.272, p < 0.01). The findings suggested that knowledge management that other determinants supported, such as collaboration in idea exploration, idea championing and encouragement of participation in idea implementation, significantly contributed to the product innovation process (r = 0.509, p < 0.01). The bootstrapping method confirmed that innovative work behavior supports product innovation through the mediation of customer knowledge management (z = 3.01, p = 0.002).

The cross-sectional design, along with the relatively low number of participants and the self-reporting nature of the questionnaires, represent the current study's main limitations. Developing the research model could integrate new variables, such as customer co-creation processes, performance-based compensation, employee citizenship activities and transformational leadership.

This research has both theoretical and practical implications. These emphasize the importance of further investigation into the factors influencing companies' innovation processes. They also provide managers with a means of finding a fit between the deployment of customer knowledge mechanisms and the achievement of innovative workplace behavior, to improve innovation process efficiency.

The current study broadens the empirical research area of customer knowledge management and its impact on both innovative work behavior and the product innovation process, particularly in knowledge-intensive market scenarios that require organizations to be innovative.

This case study is designed to enable students to analyze the competitive landscape of a business impacted by technological disruption; evaluate the viability of an organic growth strategy using stakeholder analysis; evaluate the revenue and cost structure of Apollo 24/7 and decide on the future investment strategy; and analyze funding strategies of traditional hospitals versus pure digital players.

To extend its reach, Apollo Hospitals Enterprise (Apollo Hospitals), a leading private sector brick-and-mortar hospital chain in India known for using state-of-the-art technology, launched a unified virtual mobile platform Apollo 24/7 in February 2020, 45 days into the COVID-19 pandemic. The management believed that the digital platform had a unique ecosystem that could not be replicated. The analysts were optimistic about the impact of the decision on the future performance of Apollo Hospitals, as it was expected to lead to higher penetration and increased revenue. They also anticipated the unlocking of value, as and when the venture capitalist (VC) would invest in Apollo Hospitals. However, with increasing operating expenses on account of burgeoning technological and marketing expenses, things did not seem to go going as planned. Three years later, in February 2022 after the Q3 of financial year 2023 results. Suneeta Reddy, the company’s managing director found herself pondering whether the digital platform could boost Apollo Hospitals’ profitability in addition to expanding its reach and increasing affordability when the company missed the analyst estimates. In India, which was then the second most populous country, “incremental access” and “affordability” were what mattered to the patients, However, for the investors and analysts, it was quarter-on-quarter performance. The change in the macroeconomic environment stalled the company’s plan of raising money from VCs.

Furthermore, the financing dilemma also plagued Reddy. She knew there was a difference between financing for conventional businesses that for digital businesses. She also had to take decide between short-term profitability with which investors were obsessed versus long-term sustainability, which involved taking care of stakeholders’ interests.

This case study is basically aimed at postgraduate courses and executive management courses.

Teaching notes are available for educators only.

CSS11: Strategy.

Three-dimensional (3D) food printers are revolutionizing food production with personalized, sustainable and efficient meal creation. This study aims to explore the factors driving consumer intentions to purchase three-dimensional (3D) food printers. These innovative devices are gaining popularity for their ability to produce intricate, customizable food designs with remarkable precision and convenience. By leveraging the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, the research examines key variables such as performance expectancy, effort expectancy, social influence, facilitating conditions (FCD), hedonic motivation and perceived product value. The aim is to understand how these factors shape consumer behavior and decision-making, providing insights into the adoption dynamics of 3D food printers for professional and domestic use.

This study collected 973 valid responses through an online survey. The data were analyzed using partial least squares structural equation modeling.

Performance expectancy, social influence and perceived product value significantly enhance consumers’ intention to purchase 3D food printers. In contrast, effort expectancy, FCD and hedonic motivation show no statistically significant impact on their usage intention.

Companies in the 3D food printing industry should prioritize improving product performance and leveraging social influencers to spark consumer interest. Educating the public about the benefits of 3D food printing is essential for building market acceptance and demand. Governments should contemplate implementing policies and regulations encouraging companies to invest in research and development in this field. This study acknowledges its limitations and recommends directions for future research.

This study establishes its originality by integrating hedonic motivation and perceived product value with the original UTAUT framework to investigate Chinese households’ intentions to use a 3D food printer.

The purpose of this paper is to identify and model critical barriers to cloud computing adoption (CCA) in Indian MSMEs by the interpretive structural modeling (ISM) approach.

In this paper, through a literature survey and expert opinions, 14 critical barriers were identified, and the ISM tool was used to establish interrelationship among the identified barriers and to determine the key barriers having high driving power.

After analyzing the barriers, it was found that three barriers, namely, lack of confidentiality (B8), lack of top management support (B3) and lack of sharing and collaboration (B2) were most significant.

The developed model is based on the expert opinions, which may be biased, influencing the final output of the structural model. The research implications of the developed model are to help managers of the organization in the understanding significance of the barriers and to prioritize or eliminate the same for the effective CCA.

This study is for the first time an attempt that has been made to apply the ISM methodology to explore the interdependencies among the critical barriers for Indian MSMEs. This paper will guide the managers at various levels of an organization for effective implementation of the cloud computing practices.