The adaptation of anthropomorphism and archetypes for marketing artificial intelligence

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gulnara Z. Karimova ◽  
Valerie Priscilla Goby
Keyword(s):  
Artificial Intelligence ◽  
Design Methodology ◽  
Consumer Trust ◽  
Case Study Approach ◽  
Content Type ◽  
Study Approach ◽  
Jungian Archetypes ◽  
Human Attributes

Purpose This paper aims to present an exploration of possible associations between the Jungian archetypes frequently used in marketing and three well-known products based on artificial intelligence (AI), namely, Sophia, Alexa and Articoolo. Design/methodology/approach The study conducted emotionalist interviews to gather thick data from 11 participants on how they conceptualize these AI-based products. In the absence of any existing relevant hypotheses, this paper attempts to build theory using a case study approach and qualitative analysis of interview narratives. Findings Despite the human attributes ascribed to these products, participants were principally concerned with their purpose, efficiency and the degree of trust which they felt could be accorded to the product. Anthropomorphism emerged as significant with participants making some associations with common archetypes traditionally exploited in marketing and this suggests a possible means of enhancing consumer trust in AI products. Originality/value Little research has been conducted on the marketing of AI and this study presents a timely identification of some potentially significant issues. As AI is intended to mimic some aspects of human intelligence, the role of the archetype in creating a personality to enhance trust may prove crucial in securing consumer confidence.

scholarly journals China’s AI Strike Force on COVID-19

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wilson Kia Onn Wong
Keyword(s):  
Artificial Intelligence ◽  
Design Methodology ◽  
Full Potential ◽  
Case Study Approach ◽  
Content Type ◽  
Study Approach ◽  
The World ◽  
Remarkable Progress ◽  
Made In

PurposeThis paper examines the methodical and highly efficacious manner in which China deployed its comprehensive AI (artificial intelligence) strategy to significantly stymie the spread of COVID-19 across the country.Design/methodology/approachThis study deploys a case-study approach, supported by the literature on existing and emerging AI and related technologies.FindingsThe onset of the COVID-19 pandemic has revealed to the world the remarkable progress China has made in AI and its accompanying ecosystem. More importantly, this outlier event demonstrates the surgical, hybridised manner in which China has utilised these emerging technologies in containing its spread (i.e. “AI Epidemiological Targeting”) and set itself on the path to unleashing their full potential (i.e. “AI Symbiosis Paradigm”). Nonetheless, China still needs to harness its rapidly advancing AI prowess in identifying COVID-19's pathogenesis and developing a proven vaccine.Originality/valueThis study presents a pioneering effort to analyse the deployment of AI and its ecosystem in the “war” against COVID-19.

Digital forensics and evolving cyber law: case of BIMSTEC countries

2019 ◽  
Vol 22 (4) ◽  
pp. 744-752
Author(s):  
Sisira Dharmasri Jayasekara ◽  
Iroshini Abeysekara
Keyword(s):  
Information Technology ◽  
Design Methodology ◽  
Digital Forensics ◽  
Content Type ◽  
Global Context ◽  
Study Approach ◽  
Legal Frameworks ◽  
Work Done

Purpose The purpose of this paper is to discuss the role of digital forensics in an evolving environment of cyber laws giving attention to Bay of Bengal Initiative for Multi-Sectoral Technical and Economic Cooperation (BIMSTEC) countries, comprising Bangladesh, India, Myanmar, Sri Lanka, Thailand, Nepal and Bhutan, in a dynamic global context. Design/methodology/approach This study uses a case study approach to discuss the digital forensics and cyber laws of BIMSTEC countries. The objective of the study was expected to be achieved by referring to decided cases in different jurisdictions. Cyber laws of BIMSTEC countries were studied for the purpose of this study. Findings The analysis revealed that BIMSTEC countries are required to amend legislation to support the growth of information technology. Most of the legislation are 10-15 years old and have not been amended to resolve issues on cyber jurisdictions. Research limitations/implications This study was limited to the members of the BIMSTEC. Originality/value This paper is an original work done by the authors who have discussed the issues of conducting investigations with respect to digital crimes in a rapidly changing environment of information technology and deficient legal frameworks.

scholarly journals Stakeholders’ perceptions and reputational antecedents

2015 ◽  
Vol 12 (3) ◽  
pp. 314-329 ◽  
Author(s):  
S. M. Riad Shams
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Target Market ◽  
Brand Positioning ◽  
Case Study Approach ◽  
Content Type ◽  
Stakeholder Relationships ◽  
Study Approach ◽  
The Impact

Purpose – It is recognised that reputation is a relational construct; however the impact of stakeholders’ various relational dimensions on their perceptions to influence reputation is not widely understood. The purpose of this paper is to add to the current understanding of stakeholders’ relationships, interactions, their subsequent relational dimensions and its impact on stakeholders’ perceptions to further influence relational reputation. Design/methodology/approach – This paper takes a case study approach. Findings – The findings of this study recognise the impact of relationship marketing (RM) on the influence of stakeholders’ perceptions. It discusses how RM substantiate the pertinent authenticity (symbolises reputation), relevance and differentiation (represent brand positioning) of an organisation’s profile and/or their market offerings, in relation to the interest of the target market through the cause and consequence of stakeholder relationships and interactions to influence their perceptions. The findings acknowledge 11 RM dimensions that have relational implications to nurture stakeholders’ perceptions and subsequent relational reputation, which appear viable across industries and markets. Originality/value – Underlying the cause and consequence of stakeholder relationships and interactions; these 11 RM dimensions emerge as antecedents to form/reform relational reputation. Further academic and professional implications of the findings are briefly discussed.

scholarly journals The interplay between product and retail service meaning

2020 ◽  
Vol 49 (1) ◽  
pp. 105-120
Author(s):  
Federico Artusi ◽  
Emilio Bellini
Keyword(s):  
Design Methodology ◽  
Industry Data ◽  
Content Type ◽  
Study Approach ◽  
Retail Service ◽  
Retail Services ◽  
Retail Format ◽  
Different Sources

PurposeThe innovation of meaning paradigm is a strategy to radically innovate product and service meanings. While researchers have focussed on the role of product and retail space meanings as interlinked in the pursuit of innovation, no investigation has been directed towards understanding when the two meanings differ. This research explores how companies can manage two different meanings offered through their retail services and the products sold.Design/methodology/approachDue to the highly intangible and subjective nature of meaning, as well as the exploratory aim of the research, a case study approach has been adopted. In particular, the research compares two case studies of similar companies in the beauty industry. Data were triangulated across three different sources: a panel of experts, ethnographic research in the two companies' stores and extensive academic and practitioner publications.FindingsFindings suggest that innovating the service meaning can be a viable strategy to differentiate a retail offering the product meaning which is no longer perceived as different with respect to competitors.Originality/valueThe study applies the innovation of meaning concept to retail services, distinguishing the meaning given to the store from that given to products, thereby offering managers a strategy to innovate a suffering retail format.

Three configurations of corporate innovation programs and their interplay

2019 ◽  
Vol 23 (1) ◽  
pp. 90-113 ◽  
Author(s):  
Michael Kötting ◽  
Andreas Kuckertz
Keyword(s):  
Design Methodology ◽  
Innovation System ◽  
Case Study Approach ◽  
Content Type ◽  
Study Approach ◽  
Innovation Activities ◽  
Strategic Innovation ◽  
Corporate Innovation ◽  
Best Fit

Purpose The success of corporate innovation is based less upon the success of a single innovation program than on a holistic and overarching corporate innovation system integrating various activities. Taking this perspective, the purpose of this paper is to extend existing research on the design of innovation programs. Design/methodology/approach Utilizing an inductive theory-building case study approach, this study provides a detailed analysis of how one of the largest and most successful German technology companies structures its many innovation activities. Findings The analysis identifies key elements of innovation programs and suggests three configurations that illustrate how these generic elements can be structured so as to offer the best fit with the underlying logic of the respective innovation program. Furthermore, this study highlights how the identified configurations come together to deliver overarching strategic innovation goals. Originality/value Existing research too often focuses solely on single innovation programs. The current research is among the first to take a holistic and overarching perspective, considering different innovation programs within a single company and analyzing their configuration and their interplay.

Improving transport performance in supply networks: effects of (non)overlapping network horizons

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Victor Eriksson ◽  
Kajsa Hulthén ◽  
Ann-Charlott Pedersen
Keyword(s):  
Design Methodology ◽  
Business Relationship ◽  
Transport Service ◽  
Change Initiative ◽  
Case Study Approach ◽  
Supply Networks ◽  
Content Type ◽  
Study Approach ◽  
Practical Implications

Purpose The aim of this paper is to investigate how the efforts of improving transport performance within the scope of one business relationship are embedded in a transport service triad, which, in turn, is embedded in the wider supply network. Design/methodology/approach The theoretical framing originates from the IMP approach with a specific focus on the concept network horizon, and literature on triads. The study is explorative and applies a qualitative design and a case study approach to illustrate how three actors engage in a change initiative to improve transport performance. Findings The paper concludes that it is crucial to get counterparts aware of the importance of expanding and defining their network horizons for a certain change initiative. Interaction among actors is important to create awareness and expand its own as well as others’ network horizons for a certain change. Three generic facets are proposed: overlapping network horizons, partly overlapping network horizons and non-overlapping network horizons. Practical implications The framework offers a tool to managers in terms of the concept of network horizon that can help to understand the challenges when dealing with change in supply networks and to understand where to deploy resources to cope with change. Originality/value This study adds to the literature by explicating facets of the concept of network horizon, especially when firms are faced with a change, how they are affected by this change and how they can cope with the related challenges.

Fighting overtourism in Lanzarote (Spain)

2019 ◽  
Vol 11 (5) ◽  
pp. 506-515 ◽  
Author(s):  
Rita R. Carballo ◽  
Carmelo J. León ◽  
María M. Carballo
Keyword(s):  
Design Methodology ◽  
Local Population ◽  
Tourism Development ◽  
Case Study Approach ◽  
Content Type ◽  
Sustainable Tourism Development ◽  
Study Approach ◽  
Key Aspects ◽  
Main Engine

Purpose Lanzarote, Spain, as a tourism destination, suffered a rapid tourist expansion for many years, and this has endangered its sustainability. The purpose of this study is to investigate the case of overtourism and its consequences for the local population and the environment, and to identify ways to mitigate this issue. Design/methodology/approach The study uses a case study approach. Data obtained from tourists visiting the destination were used to examine three key aspects of tourism development, namely, the arrival of tourists to the island, the accommodation offer and the growth of the population. Social awareness with environmental values and protection of the island’s natural resources were the main engine to establish measures to mitigate overtourism. Findings The analysis shows rapid growth in the arrival of tourists to the island and how it affected the accommodation offer and the population. It explores the solution that the authorities of the island took to solve the problem of disorganized growth of tourism and makes reference to the importance of managing the image of a destination to contribute to tourism sustainability. Originality/value This research proposes practical solutions to tackle overtourism at a destination which has been used by the United Nations as an example to establish sustainable tourism development guidelines. It proposes a unique mitigation strategy which is derived from the use of natural recreation.

The effectiveness of Baitul Maal wat Tamwil in reducing poverty

Humanomics ◽  
2015 ◽  
Vol 31 (2) ◽  
pp. 160-182 ◽  
Author(s):  
Muhammad Akhyar Adnan ◽  
Shochrul Rohmatul Ajija
Keyword(s):  
Design Methodology ◽  
Poverty Measurement ◽  
Descriptive Statistics ◽  
Case Study Approach ◽  
Content Type ◽  
Study Approach ◽  
Data Measurement ◽  
The Poor ◽  
Islamic Microfinance

Purpose – This paper aims to investigate the effectiveness of Baitul Maal wat Tamwil (BMT) in reducing poverty. Design/methodology/approach – The case study approach on BMT MMU Sidogiri (located at East Java Province) is taken. Two important and dominating products of BMT MMU Sidogiri (i.e. ba’i bithaman ‘ajil (BBA) and mudarabah) are examined carefully on how much they have helped the customers in reducing their poverty. The paper goes beyond data measurement using descriptive statistics, paired t-test and some poverty measurement indexes such as headcount index; poverty gap; Sen index; and Foster, Greer and Thorbecke Index to investigate the effectiveness of the BMT in reducing poverty. Findings – This paper reveals that BMT financing is effective in reducing poverty. Most of respondents can increase their income after receiving BMT financing. Products of BMT, especially BBA and mudarabah, to empower the poor in various productive businesses have been able to reduce the extent and severity of poverty. This paper also discloses some interesting and important findings related with how BMT’s work, so that it can contribute more to the knowledge enrichment, as well as the development of BMTs, in general, in realising their mission. Originality/value – The establishment of the so-called BMT in the form of an Islamic microfinance is intended initially to effectively help the poor. At present, there are around 3,874 BMTs operating around the country. Although the BMTs have been existing since more than ten years, no research has been conducted to examine their effectiveness in alleviating the poverty. This study in aimed at fulfilling this important gap.

Assessing the Borrow Direct engineering e-book pilot

2015 ◽  
Vol 43 (4) ◽  
pp. 174-178 ◽  
Author(s):  
Douglas McGee
Keyword(s):  
Design Methodology ◽  
Case Study Approach ◽  
Interlibrary Loan ◽  
Similar Nature ◽  
Content Type ◽  
Study Approach ◽  
One Year ◽  
Joint Purchase

Purpose – The purpose of this paper is to provide an assessment of a one-year pilot exploring the joint purchase of e-books via demand-driven acquisition (DDA) conducted by engineering librarians from seven members of the Borrow Direct interlibrary loan partnership. Also provided are observations that may inform future initiatives of a similar nature. Design/methodology/approach – The author presents a case study approach and examination of the results. Findings – The pilot was discontinued as a result of dissatisfaction with its configuration, but it did offer significant financials savings as well as provide accessible copies of mutually acquired titles to each member. The pilot also offered several lessons that can inform future joint e-book endeavors. Originality/value – Multi-institutional joint e-book DDA acquisition has been attempted elsewhere; however, what is unique about this pilot is that it was managed by seven independent institutions without a central legal entity to oversee it. This paper is a follow-up to the author’s presentation at the 80th IFLA World Library and Information Congress, August 16-22, 2014, in Lyon, France.

scholarly journals Preparing sports graduates for employment: satisfying employers expectations

2017 ◽  
Vol 7 (4) ◽  
pp. 354-368 ◽  
Author(s):  
Track Dinning
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Case Study Approach ◽  
Content Type ◽  
Face To Face ◽  
Study Approach ◽  
Interpretive Case Study ◽  
Thematic Review ◽  
Industry Professionals

Purpose The purpose of this paper is to explore from an employer’s perspective the skills, attributes and capabilities required of a sports graduate, whilst also discovering how a student is expected to demonstrate these skills in the context of a sports organisation. Design/methodology/approach This study adopted a qualitative interpretive case study approach through the use of face-to-face interviews with six employers from sports organisations involved in the delivery of sport. Interviews lasted between 30 and 42 minutes and were recorded. This was followed by a thematic review to allow for common themes to be selected and represented. The results were then reviewed and evaluated by a further 15 industry professionals and sports educators. Findings The results suggest employers seek skills that are characteristically enterprise/entrepreneurship skills, together with an articulation of a “sports graduate” mindset. This mindset is described by the employers as being something which is demonstrated through a combination of behaviours and attributes. The paper concluded that in the classroom, the use of case studies and challenges, where students have to respond to and solve problems by the very nature of the activity, is optimal. Originality/value The originality of this paper lies in both the context of study and the integration of enterprise and entrepreneurship skills that are needed for the changing world of work in sport. The value of the papers is in both the employer’s description of the graduate mindset and also examples of how the skills can be applied in the context of sport.

Sign in / Sign up

Export Citation Format

Share Document