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The purpose of this paper is to examine the perception and experience of counter pharmaceuticals in Nigeria compared to the European Union.

The findings from this paper are based upon a survey of 362 Nigerians sourced in public places with the data and then compared results from a survey by the European Union.

The key findings from this research showed some areas of similarity between Nigerians and Europeans on their views on the acceptability of purchasing counterfeits. However, Nigerians were more open to purchasing counterfeits despite the risks. There was also more anxiety over the risk of purchasing counterfeit medicines compared to the European Union.

Due to security issues, survey data could only be sourced from Abuja, Lagos and the relatively peaceful southwestern region of Nigeria. The data is, therefore, not representative of Nigeria.

The purchasing experience of counterfeit medicines by Nigerians along with their anxieties highlights the need for more enforcement action to tackle this problem and reassure the public.

The paper highlights the challenges of securing genuine pharmaceutical products in the Global South and the need for more greater cross-border action to tackle the problem.

To the best of the authors’ knowledge, this is the first survey of Nigerian citizens on this issue.

This study aims to focuse on the flow behavior of a specific nanofluid composed of blood-based iron oxide nanoparticles, combined with motile gyrotactic microorganisms, in a ciliated channel with electroosmosis.

This study applies a powerful mathematical model to examine the combined impacts of bio convection and electrokinetic forces on nanofluid flow. The presence of cilia, which are described as wave-like motions on the channel walls, promotes fluid propulsion, which improves mixing and mass transport. The velocity and dispersion of nanoparticles and microbes are modified by the inclusion of electroosmosis, which is stimulated by an applied electric field. This adds a significant level of complexity.

To ascertain their impact on flow characteristics, important factors such as bio convection Rayleigh number, Grashoff number, Peclet number and Lewis number are varied. The results demonstrate that while the gyrotactic activity of microorganisms contributes to the stability and homogeneity of the nanofluid distribution, electroosmotic forces significantly enhance fluid mixing and nanoparticle dispersion. This thorough study clarifies how to take advantage of electroosmosis and bio convection in ciliated micro channels to optimize nanofluid-based biomedical applications, such as targeted drug administration and improved diagnostic processes.

First paper discussed “Numerical Computation of Cilia Transport of Prandtl Nanofluid (Blood-Fe₃O₄) Enhancing Convective Heat Transfer along Micro Organisms under Electroosmotic effects in Wavy Capillaries”.

This work aims to integrate the concepts generated by a systematic literature review on patient flows in emergency departments (ED) to serve as a basis for developing a generic process model for ED.

A systematic literature review was conducted using PRISMA guidelines, considering Lean Healthcare interventions describing ED patients’ flows. The initial search found 141 articles and 18 were included in the systematic analysis. The literature analysis served as the basis for developing a generic process model for ED.

ED processes have been represented using different notations, such as value stream mapping and workflows. The main alternatives for starting events are arrival by ambulance or walk-in. The Manchester Triage Scale (MTS) was the most common protocol referred to in the literature. The most common end events are admission to a hospital, transfer to other facilities or admission to an ambulatory care system. The literature analysis allowed the development of a generic process model for emergency departments. Nevertheless, considering that several factors influence the process of an emergency department, such as pathologies, infrastructure, available teams and local regulations, modelling alternatives and challenges in each step of the process should be analysed according to the local context.

A generic business process model was developed using BPMN that can be used by practitioners and researchers to reduce the effort in the initial stages of design or improvement projects. Moreover, it’s a first step toward the development of generalizable and replicable solutions for emergency departments.

After reading and discussing this case study, students will be able to explain the concept of diffusion of innovation and predict how the passion fruit-infused vinaigrette (PFIV) might spread throughout the Thai market; analyze the market environment for condiments in Thailand and identify specific opportunities that Preedha Vinchit and her team should consider for the successful launch of the PFIV; interpret both qualitative and quantitative data gathered by the new product development (NPD) team and discuss its implications for the product’s market strategy and development; and critique the initial launch plan proposed by Krit Anon, suggest practical strategies and calculate the break-even point necessary to meet the project’s financial goals.

During July 2023, Vinchit, product marketer at the Thani Food Institute (TFI), faced a critical decision regarding the launch of the APFIV. Developed from TFI’s patented passion fruit peel powder, the PFIV offered functional benefits and addressed the sustainable use of passion fruit resources. As COVID-19 restrictions eased, TFI’s board of advisors anticipated a successful market entry for PFIV. Anon, culinologist and chef behind PFIV’s formulation, expressed keen interest in launching it independently with a startup investment of THB 500,000 (US$14,388). Vinchit, with market research and home-use test results indicating positive consumer reception in hand, contemplated whether to proceed with a launch plan of TFI’s design or endorse Anon’s entrepreneurial venture. Critical considerations included market viability, strategic partnerships, target demographics and marketing strategies encompassing pricing, distribution and promotional campaigns. The decision hinged on maximizing PFIV’s market potential amidst Thailand’s robust condiment consumption and growing health awareness.

This case study can be used in undergraduate and graduate courses in entrepreneurship, food product development, marketing strategy, market research and innovation on topics including NPD, opportunity identification, concept testing, consumer research analysis, marketing strategy formulation, business/financial analysis and launch strategies. This case study may be more useful in the middle or later parts of a course or module when an instructor is focusing on any or all stages of the NPD process and the strategic decisions, particularly for aspiring entrepreneurs with limited resources. Additionally, students should have developed at least some preliminary understanding of qualitative and quantitative research methods. This case study has been very effective in demonstrating various organizational processes and decision-making tools, which allow students to apply strategy frameworks and systematically evaluate several alternatives.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

This case study involves interviews with radiologists of various hospitals and with company personnel. Both primary and secondary data sources have been used. The first-hand perspective from the radiologists highlighted the challenges they face concerning time and the patient load. The company personnel highlighted using machine learning for used cases to make the platform more robust and accurate. This case has been tested with MBA students.

An emerging health-care artificial intelligence (AI) start-up, DeepTek.AI, wants to expand its reach in the radiology market. The company intends to leverage technology to assist radiologists in diagnostics. India's health-care sector faces the challenge of needing more trained doctors and nurses to meet the ever-increasing needs of patients. This case study revolves around the radiologists' concerns about implementing the new technology and its ease of use. The features and benefits of integrating AI in diagnostics are the need of the hour, but the reliability of results needs to be ascertained for adopting it.

This case was written for marketing applications and practices, trends in marketing, marketing strategy and technology adoption in marketing courses at the post-graduate level. Consumer adoption of finance, hospitality, travel and health-care technology is vital for increasing the company's market share and growth prospects. The students will have an opportunity to understand the challenges and the opportunities.

Prior research has extensively explored the dynamics of knowledge creation and transfer within entrepreneurial ecosystems (EEs). However, the research on knowledge integration within EEs, particularly by entrepreneurs, remains scant. Garnering and effectively using knowledge in such a dynamic and complex environment can provide entrepreneurs with a valuable asset for gaining a competitive advantage. To address this gap, this study aims to explore how entrepreneurs garner and capitalise on knowledge within the EE environment by using a transactive memory system lens.

This study is based on 26 semi-structured interviews with different actors and members of the same ecosystem – the northern Finnish health tech ecosystem. The data were analysed using the Gioia methodology.

This study results found that transactive memory processes (i.e. knowledge specialisation, credibility and coordination) and structures (i.e. differentiated-, shared- and meta-knowledge) influence knowledge organising in EEs.

This study provides a conceptual interplay between the EE and the transactive memory system’s processes and structures.