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One of the case writers worked as a student in the summer of 2018 in EnoLight, which provided the inspiration for the case. The first author is not tied to the company and provides an unbiased perspective. The information presented in the case and the quotes were sourced from an interview with Farzad Moghiman in the Fall of 2018, email and phone follow-up with him, and information the second author remembered from his time at EnoLight, which was approved later by Farzad. Supplementary information was obtained from online sources, as cited in the case.

Farzad Moghiman, president of EnoLight, has a vision to revolutionize the use of light and bring it to the forefront of artistic designs. The company was founded in late 2016. Over a year was spent developing the business plan, finding additional partners, establishing the company as a limited partnership, finding and negotiating with suppliers and beta-testing its products. It is now time for Farzad to start selling as his funds, which were his lifetime savings, is running out. He knew the first decision to make was the target market. Identifying the first segment to target would help him select the distribution channel and other marketing plan elements.

The main objective of this case is to segment the market and identify the most attractive segment to target. This case offers an opportunity for students to segment both consumer and business markets and experience the significant impact of selecting the target market on other marketing mix elements. Furthermore, students are exposed to the difficulties of a start-up environment, resource constraints and a lack of market credibility – bearing these factors in mind while generating realistic alternatives. This case can be used in an introductory marketing course.

1. Apply segmentation variables to segment both business and consumer markets and understand how segmentation and targeting impact other marketing decisions.2. Evaluate different customer segments to select the target market.3. Develop the best positioning strategy for a new startup company.4. Recommend an segmentation, targeting and positioning (STP) plan that meets the company’s financial objective.

The purpose of this paper is to examine the impact of customer perceived relationship marketing (CPRM), service quality and brand experience on tourists’ satisfaction and actual spending behavior in the emerging hospitality industry in Iran.

A total of 308 valid questionnaires were collected to empirically evaluate the measurement and structural model using the PLS path modelling approach, a variance-based structural equation modelling (VB-SEM) technique.

The results support the causal relationships that exist between the exogenous and endogenous constructs. Furthermore, three other factors were found to be second-order constructs: brand experience (reflective-reflective) comprising of sensory, affective, behavioural and intellectual; service quality (reflective-reflective) comprising of tangibility, reliability, responsiveness, assurance and empathy; and actual spending behaviour (reflective-reflective) comprising of dining frequency and dining expenditure.

Current literature has commonly investigated the attitude, satisfaction and behaviour of a traveller’s intentions; however, limited research has examined an experienced tourist’s actual spending behaviour in an emerging hospitality industry environment, such as Iran.

The main objective of this paper is to compare consumers' online shopping behavior across three types of services (i.e. search, experience, and credence). Reviewing the marketing and psychology literatures, this study aims to propose that consumers' emotions (pleasure, arousal, and dominance) influence their perception of site atmospheric cues (site informativeness, effectiveness, and entertainment), which, in turn, impact consumers' site attitudes, site involvement, and purchase intention. It also aims to test the proposed model for three major types of services (i.e. search, experience, and credence) and to compare the path coefficients of all the relationships in the model across the three groups.

Lab experiments were conducted for data collection and structural equation modeling was utilized for multi‐group analysis.

The results supported the proposed model and revealed several non‐invariant structural paths across the three groups.

The student sample may not represent the general population.

Search‐, experience‐, and credence‐based services should attempt to evoke the most desired consumer emotional types (pleasure, arousal, and dominance).

Unlike many other studies in services marketing, this paper tests the proposed model across different service types to increase the generalizability of the results.

The purpose of this paper is to investigate how an E-retailer's assistive intent impacts the perceptions and behaviours of online shoppers. The paper introduces a model that explains and examines the process through which the perceived assistive intent of an E-retailer leads to improved patronage intentions towards the web site.

A survey on the most recent e-purchase experiences of more than 600 individuals in North America was conducted. Structural equation modelling based on EQS 6.1 was used to assess the measurement and structural models.

Results indicated that customers’ impressions of an E-retailer's assistive intent positively impact web site patronage intentions both directly and indirectly through two key constructs of e-shopping, including web site involvement and web site attitudes.

The student sample is not representative of the population. Students are familiar with internet and feel less need for assistance online. Another shortcoming might be its settings. Since the survey was on the respondents’ most recent online experiences, the data quality depends on the amount and accuracy of the information they could retrieve from memory.

The findings suggest that E-retailers would highly benefit from investing in the development of an assistive image. To do so, E-retailers should leverage the interactive nature of the web and provide supportive tools that facilitate the e-shopping task of clients.

Developing impressions of the site's assistive intent is highly rewarding for E-retailers that are new to the business.

This paper represents the first effort to link the newly developed construct of E-retailer's assistive intent to two fundamental variables of online shopping, including web site involvement and web site attitudes. This work would also be an extension of the past studies that call for further investigation of the link between customer orientation and customer's loyalty intentions.

The purpose of the study is to numerically investigate the characteristics of laminar heat transfer and fluid flow in a double tube heat exchanger (DTHE) using water-aluminum oxide (Al₂O₃) nanofluid. The study examines the effects of nanofluid in both counter and parallel flow configurations. Furthermore, an exergy analysis is conducted to assess the impact of nanofluid on exergy destruction.

The single-phase method has been used for Al₂O₃ nanoparticles in water as base fluid in a laminar regime for Reynolds numbers from 400 to 2,000. The effects of nanoparticle volume fractions (0 to 0.1), Nusselt number, Reynolds number, heat transfer coefficient, pressure drop, performance evaluation criteria (PEC) and the impact of counter and parallel flow direction have been studied.

The findings indicate that the incorporation of nanoparticles into the water enhances the heat transfer rate of DTHE. This enhancement is attributed to the improved thermal properties of the working fluid and its impact on the thermal boundary layer. Nusselt number, heat transfer coefficient, and PEC increase by approximately 19.5%, 58% and 1.2, respectively, in comparison to pure water. Conversely, the pressure drop experiences a 5.3 times increase relative to pure water. Exergy analysis reveals that nanofluids exhibit lower exergy destruction compared to pure water. The single-phase method showed better agreement with the experimental results compared to the two-phase method.

Dimensionless correlations were derived and validated with experimental and numerical results for the Nusselt number and PEC for both counter and parallel flow configurations based on the Reynolds number and nanoparticles volume fraction with high accuracy to predict the performance of DTHE without performing time-consuming simulations. Also, an exergy analysis was performed to compare the exergy destruction between nanofluid and pure water.

Marketing and branding literature has provided important insights into the context, environment and individual factors that shape customer brand experience. However, a holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered. In addition, main focus of the previous research is on antecedent and consequence of brand experience rather strategy for enhancing brand experience. This paper aims to propose a contingency model for enhancing brand experience to provide a more holistic framework in the uncertain and complex nature of online social media network.

The proposed framework is based on previous literature that is identified and integrated to propose effectiveness of the contingent determinants on brand experience in different interactional circumstances.

The proposed framework implies that brand characteristics and interactive complexities of online social media networks cause contingency to the marketers or brands’ strategic attempt in delivering superior brand experience in online social media network context. These forces are as follows: online social media network characteristic (interactivity); brands’ co-creation characteristics (consumers’ and stakeholders’ participation); brand’s technical and operational competency (brands’ knowledge, ease of interactive platform); internal human resource characteristics (employees’ behaviour, brands culture, brands reputation); and customer interactive characteristics (customer demographic characteristics, customer motivation, customer attitude). These identified forces can be optimized to formulate strategies in the interactive medium for enhancing brand experience.

This paper proposes a contingency model as well as research propositions that need to be validated and confirmed empirically. While narrowing down the current identified gap in brand experience literature by proposing a novel perspective to the concept, this research broadens and deepens understanding of the concept of brand experiences, how it is linked to the context and contextual factors. This contingency framework elucidates the resources that marketers, practitioners can use to enhance, limit or maintain all the dimensions within brand experience.

A holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered so far. Although literature demonstrates the positive outcome of brand experience, little attention has been paid to enhancing customer brand experience, specifically in the context of online social media networks with various complex forces acting and influencing the way customers experience a brand.

Sexually transmitted infections (STIs) can be transferred from one person to another through sexual contact. STIs lead to substantial morbidity and mortality and affect many different aspects of human life, including quality of life, sexual health, reproductive health and even the health of newborns and children. Despite of high rates of STIs in prisons, there are not sufficient screening, prevention and treatment programs to control STIs transmission among prisoners in Iran. This study aims to evaluate the prevalence of STIs among incarcerated women in Iran for the first time, using the active case finding strategy.

This is a cross-sectional study conducted on 438 incarcerated women in a prison in Tehran, Iran, from 2017 to 2018. A total of 438 prisoners were screened by active case findings for STI symptoms, then evaluated by complete genital and anal examination, followed by molecular testing.

A total of 189 (43.2%) prisoners announced vaginal discharge, while 194 (44.3%) individuals had vaginal discharge in the genital examination. In the cervical examination, 137 individuals (31.3%) had abnormal findings, of which 83 (18.9%) individuals had cervicitis, 40 (9.1%) individuals had cervical erosion, 38 (8.7%) individuals had cervical prolapse and 17 (3.9%) individuals had bleeding originated from the cervix.

This study showed that it is possible to set up a system in which the diagnosis, follow-up and treatment of prisoners with STIs can be actively performed. Educating prisoners about signs and symptoms, risk behaviors and prevention routes of STIs, as much as regular screening of prisoners, and adequate treatment can help control the STIs prevalence among prisoners and in the general population.

This study investigates the moderating role of complaint handling between ideological incompatibility, symbolic incongruity, negative past experience and corporate social irresponsibility on brand hate.

The study employs the Duplex Hate theory which assumes that hate is the manifestation of multiple factors. A survey-based self-administered questionnaire was used to collect data from 400 smartphone users at Rawalpindi and Islamabad, Pakistan.

The findings suggest that ideological incompatibility, symbolic incongruity, negative past experience and corporate social irresponsibility contributes to brand hate. The complaint handling (moderator) weakens the effects of ideological incompatibility and symbolic incongruity on brand hate.

The research provides insights into the cancel culture and clarifies how brand hate can be controlled.

Empirical study on the antecedents of brand hate remains insufficient. The current study contributes to the brand hate literature by providing an understanding of the phenomenon of brand hate and by empirically examining the different antecedents responsible for causing the behavior. The study has also provided an additional determinant of brand hate, which is corporate social irresponsibility. The role of moderators for controlling brand hate is greatly ignored in the existing literature. The current work also extends previous studies by investigating a moderating factor for reducing brand hate, which is complaint handling.

This study aims to investigate the irreversibility associated with the Fe3O4–Co/kerosene hybrid-nanofluid past a wedge with nonlinear radiation and heat source.

This study reports the numerical analysis of the hybrid nanofluid model under the implications of the heat source and magnetic field over a static and moving wedge with slips. The second law of thermodynamics is applied with nonlinear thermal radiation. The system that comprises differential equations of partial derivatives is remodeled into the system of differential equations via similarity transformations and then solved through the Runge–Kutta–Fehlberg with shooting technique. The physical parameters, which emerges from the derived system, are discussed in graphical formats. Excellent proficiency in the numerical process is analyzed by comparing the results with available literature in limiting scenarios.

The significant outcomes of the current investigation are that the velocity field uplifts for higher velocity slip and magnetic strength. Further, the heat transfer rate is reduced with the incremental values of the Eckert number, while it uplifts with thermal slip and radiation parameters. An increase in Brinkmann’s number uplifts the entropy generation rate, while that peters out the Bejan number. The results of this study are of importance involving in the assessment of the effect of some important design parameters on heat transfer and, consequently, on the optimization of industrial processes.

This study is original work that reports the hybrid nanofluid model of Fe3O4–Co/kerosene.

The purpose of this paper is to identify the different sequence generation techniques for learning, which are applied to a broad category of personalized learning experiences. The papers have been classified using different attributes, such as the techniques used for sequence generation, attributes used for sequence generation; whether the learner is profiled automatically or manually; and whether the path generated is dynamic or static.

The search for terms learning sequence generation and E-learning produced thousands of results. The results were filtered, and a few questions were answered before including them in the review. Papers published only after 2005 were included in the review.

The findings of the paper were: most of the systems generated non-adaptive paths. Systems asked the learners to manually enter their attributes. The systems used one or a maximum of two learner attributes for path generation.

The review pointed out the importance and benefits of learning sequence generation systems. The problems in existing systems and future areas of research were identified which will help future researchers to pursue research in this area.