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A family business founded by Chinese immigrants grew into a $133 million toy and costume maker by exploiting seasonal niche segments in the highly competitive, global toy industry. Sales of traditional toys stagnated when replaced by game consoles and electronic toys. Unable to compete in high tech toys, MegaToys moved instead toward seasonal products. In 2007, brothers Peter and Charlie Woo were about to pitch what they hoped would be $63 million in Easter basket sales to Wal-Mart. If Wal-Mart took the full order, it would come to represent over half of MegaToys' revenue.

The company was faced with the dilemma of how to grow, and at what pace. Charlie Woo knew that MegaToys could continue to grow as long as it was able to satisfy Wal-Mart's demands. Peter Woo wondered if this was the smartest way to grow the business. “Growth is a good thing as long as you don't sell your shirt to get it,” he noted. Should MegaToys continue to increase its sales to Wal-Mart, or would dependence on Wal-Mart eventually threaten the firm's success? Were there other, untapped opportunities for MegaToys that were well aligned with its strengths, resources, and capabilities?

The paper presents a parody intended to emphasise the dangers and questionable rationale of a procedure which could allow organisations to claim spurious and misleading reputational benefits.

This is a fictional analogy using a historical episode.

Reflection on an aspect of policy.

Stimulates consideration of the policy in question and of the potential for analogy to influence understanding and awareness.

An individual perspective on an issue that needs transparency and accountability.

The purpose of this paper is to investigate how non-research users access and use digital surrogates from archival collections via mobile walking tour app. Much of the existing literature that discusses outreach for digitised archival collections in libraries, archives and museums (LAMs) reports examples of single outreach events or discusses outreach broadly, without critically exploring the purpose and context of outreach as an activity. Further, these reports generally aim to introduce collections to potential researchers, amateur or professional, without consideration of how the collections could be used for purposes other than research, by non-researchers. The study aims to expand understanding of non-research use of digital surrogates contextualised by mobile technology.

Utilising an exploratory approach, Walk1916, a mobile walking tour app of Easter Rising sites in Dublin was first developed. It contextualised digital surrogates from archival collections, along with an audio and a textual description of the image, with augmented reality (AR) and geolocation technology. In all, 15 semi-structured interviews were then conducted to understand how contextualising digital surrogates with these mobile technology features influenced participants’ perceptions of the digital surrogate. Interview transcripts were transcribed and analysed via memoing and coding, using nVivo for Mac 10.2.2.

Findings from interview data suggest that contextualising the digital surrogate with AR and geolocation features allowed participants to perceive of the digital surrogate as enhancing their understanding of the Easter Rising, enhancing life and allowing for increased control of their experience.

This furthers work in the area of how individuals value digital surrogates, in different (non-research) contexts. These findings provide groundwork for the future study of non-research access to and use of digital surrogates held in institutional collections so that LAMs can utilise collections efficiently for a wider user base.

“THACKERAY HOTEL!” The order was given many times during the Easter week end by library assistants, but mainly during Thursday afternoon and evening and Good Friday morning. Members of the Easter School were arriving from various parts of the country and the Continent, and the metropolitan members were intent upon making all haste to headquarters. No one could be there too soon, and a number of provincials had been fortunate enough to get to town during the earlier part of Thursday. The Hon. Secretary was one of the first arrivals. Officially, his duty to the Association demanded his presence; unofficially, one suspected he was anticipating a good time, but he was entitled to the latter provided he fulfilled the former. Had his enjoyment depended upon the success of his arrangements he would have found it difficult to crowd it into the time the school lasted, for results showed that it would not have been possible to improve the programme or the manner in which it was carried out.

It is commonly asserted that a lot of people may gain about 2.5 kg of weight or more over holiday periods, however data are limited. The purpose of this paper is to assess potential changes that may occur in body weight, body mass index (BMI) and waist circumference during Easter holidays.

A total of 138 college students participate in the study in the morning after a 12 h fasting. Body weight is assessed using an electronic scale (Seca ± 0.1 g), wearing minimal clothing. Paired t‐test is used to assess changes in body weight before and after a holiday period.

The mean (±SD) weight increases significantly during the holiday period (+1.5 ± 2.4 kg, p < 0.001) and (+1.7 ± 1.3 kg, p < 0.001) for both males and females, respectively. When subjects are classified by BMI as normal or overweight (OW)/obese, a significant 2.6 ± 3.5 kg gain is found (p < 0.05) in the OW/obese group (≥25 kg/m²). The average holiday gain is less than what is commonly asserted. This gain is not usually reversed and may contribute to the increase of body weight that frequently occurs during adulthood.

A convenience sample (college students), rather than a population‐based sample is used; also the activity level of the subjects is not measured, which might influence the body weight gain.

The paper should be of value to nutritionists and clinical dietetics.

This chapter analyzes the pricing policy of hybrid P2P lodgings versus traditional hotels in relation to seasonality. A quantitative comparative analysis of room prices in Airbnb and hotel lodgings in the city of Barcelona was conducted across four different pairs or dates (peak versus low season) in one year. Overall, the study shows that Airbnb prices are significantly lower than those of hotels and that the former’s prices fluctuate very little, whereas hotels use yield or revenue management techniques to adjust prices in high and low seasons. This implies that relevant purchase behavioral changes may occur in terms of customers waiting until the last minute to book.

This case study refers to the details of Bauli, one of the best‐known Italian companies in the confectionery industry's history. In particular, the analysis shows that, in this case, first of all, quality then specialisation and innovation for change have led the organisation to market leadership. The case is structured in three parts. The first sketches out market data about Bauli and direct competitors in different products. The second gives some information about the famous Pandoro cake to underline the typicalness of this traditional recipe. The third introduces Bauli, giving trade information, describing vicissitudes of the firm from its very beginnings, and discussing different key factors of success. Concludes that the tale of this company is similar to many others that have now grown up and out from their local trade areas, and have increased their market share to achieve leadership in their sectors.