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Numerous metals can be processed using the additive manufacturing process laser-based powder bed fusion of metals (PBF-LB/M, ISO/ASTM 52900). The main advantages of additive manufacturing technologies are the high degree of design freedom and the cost-effective implementation of lightweight structures. This could be profitable for gears with increased power density, combining reduced mass with considerable material strength. Current research on additively manufactured gears is focused on developing lightweight structures but is seldom accompanied by simulations and even less by mechanical testing. There has been very little research into the mechanical and material properties of additively manufactured gears. The purpose of this study is to investigate the behavior of lightweight structures in additively manufactured gears under static loads.

This research identifies the static load-carrying capacity of helical gears with different lightweight structures produced by PBF-LB/M with the case hardening steel 16MnCr5. A static gear loading test rig with a maximum torque at the pinion of T₁ = 1200 Nm is used. Further focus is set on analyzing material properties such as the relative density, microstructure, hardness depth profile and chemical composition.

All additively manufactured gear variants show no failure or plastic deformation at the maximum test load. The shaft hub connection, the lightweight hub designs and the gearing itself are stable and intact regarding their form and function. The identified material characteristics are comparable to conventionally manufactured gears (wrought and machined), but also some particularities were observed.

This research demonstrates the mechanical strength of lightweight structures in gears. Future research needs to consider the dynamic load-carrying capacity of additively manufactured gears.

The purpose of this paper is to analyze customers’ perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and Pearson (2001) applies to different brands across countries.

The authors measured consumers’ perceptions in different cultural contexts through a survey, and received 537 valid questionnaires from Portugal, Brazil, Colombia and Peru, countries that have some similar indicators of cultural proximity. The authors wanted to verify if the words and sentences that respondents related to each brand were coherent with the archetype/brand, and the homogeneity of the results in different cultural contexts.

Empirical evidence shows that there is proximity between the literature review and the associations – words and sentences – that consumers from different countries make with those brands. This consistency of results is significantly higher for word associations.

Regardless of the results, the perceptions of consumers expressed through the selected words were often diverse and heterogeneous among countries. This could possibly indicate insufficient efforts from global brands toward a coherent brand personality/global-archetypal approach. Therefore, managing brand personality deserves more attention and marketers must understand consumer behavior patterns in different markets.

The purpose of the paper is to explore the meaning of Human Resources (HR) analytics and introduce the HR analytics cycle as a proactive and systematic process for ethically gathering, analyzing, communicating and using evidence-based HR research and analytical insights to help organizations achieve their strategic objectives.

Conceptual review of the current state and meaning of HR analytics. Using the HR analytics cycle as a framework, the authors describe a seven-step process for building evidence-based and ethical HR analytics capabilities.

HR analytics is a nascent discipline and there are a multitude of monikers and competing definitions. With few exceptions, these definitions lack emphasis on evidence-based practice (i.e. the use of scientific research findings in adopting HR practices), ethical practice (i.e. ethically gathering and using HR data and insights) and the role of broader HR research and experimentation. More importantly, there are no practical models or frameworks available to help guide HR leaders and practitioners in doing HR analytics work.

The HR analytics cycle encompasses a broader range of HR analytics practices and data sources including HR research and experimentation in the context of social, behavioral and organizational science.

This paper introduces the HR analytics cycle as a practical seven-step approach for making HR analytics work in organizations.

This paper examines the relationship between marketing automation emergence and the marketers' use of heuristics in their decision-making processes. Heuristics play a role for the integration of human decision-making models and automation in augmentation processes, particularly in marketing where automation is widespread.

This study analyzes qualitative data about the impact of marketing automation on the scope of heuristics in decision-making models, and it is based on evidence collected from interviews with twenty-two experienced marketers.

Marketers make extensive use of heuristics to manage their tasks. While the adoption of new automatic marketing tools modify the task environment and field of use of traditional decision-making models, the adoption of heuristics rules with a different scope is essential to defining inputs, interpreting/evaluating outputs and control the marketing automation system.

The paper makes a contribution to research on the relationship between marketing automation and decision-making models. In particular, it proposes the results of in-depth interviews with senior decision makers to assess the impact of marketing automation on the scope of heuristics as decision-making models adopted by marketers.