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This paper argues that when incumbent firms counter disruptive threats head-on, they may fail to develop the required new skills. This paper aims to propose an adjacent strategy which proved useful to Fujifilm to counter disruption of its core business of manufacturing photographic film.

The study uses an inductive methodology. Based on a detailed case study of Fujifilm, the study proposes two frameworks: for the conditions under which an adjacent strategy is likely to be fruitful and how firms can make the strategy work in their organizations.

The study finds that an adjacent strategy can be useful to firms under specific circumstances. Not only will the strategy help to counter decline in the core business, but it will also open up new avenues of growth. The success of the strategy requires significant efforts in aligning the leadership and the organization, however.

The frameworks proposed in the study can be useful to incumbent firms in many industries as they battle new disruptive business models and players.

The study’s key argument that incumbent firms can leverage skills from their core business is novel. The study also proposes frameworks that can help firms decide whether an adjacent strategy is appropriate for them and how they can implement it.

Aluminum alloy is considered an ideal material in aerospace, automobile and other fields because of its lightweight, high specific strength and easy processing. However, low hardness and strength of the surface of aluminum alloys are the main factors that limit their applications. The purpose of this study is to obtain a composite coating with high hardness and lubricating properties by applying GO–PVA over MAO coating.

A pulsed bipolar power supply was used as power supply to prepare the micro-arc oxidation (MAO) coating on 6061 aluminum sample. Then a graphene oxide-polyvinyl alcohol (GO–PVA) composite coating was prepared on MAO coating for subsequent experiments. Samples were characterized by Fourier infrared spectroscopy, X-ray diffraction, Raman spectroscopy and thermogravimetric analysis. The friction test is carried out by the relative movement of the copper ball and the aluminum disk on the friction tester.

Results showed that the friction coefficient of MAO samples was reduced by 80% after treated with GO–PVA composite film.

This research has made a certain contribution to the surface hardness and tribological issues involved in the lightweight design of aluminum alloys.

The peer review history for this article is available at: https://publons.com/publon/10.1108/ILT-12-2023-0427/

Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are still underexplored. Based on the affect transfer and meaning transfer theories, this study aims to examine the impact of celebrity attachment on customer delight toward K-culture and K-culture attachment, affective and cognitive images of Korea, and the intention to visit Korea.

Online survey data were collected from 2,614 US residents, representing various demographic characteristics. For the data analysis, the partial least squares-structural equation modeling was conducted to evaluate the structural model and test the hypotheses.

The results showed that celebrity attachment is positively related to customer delight toward K-culture and K-culture attachment, which, in turn, positively influences affective and cognitive images of Korea. Additionally, K-culture attachment positively influences cognitive and affective images of Korea, which are positively related to the intention to visit Korea.

By using the affect transfer theory and meaning transfer theory, this study provides valuable insights into how consumer’s attachment to celebrities has spillover effects on the decision-making process. This study also adds a new concept, customer delight connected to cultural experience, in the context of destination marketing.

By understanding the importance and influence of people’s intimacy with media characters, practitioners can apply parasocial relationship theory, affect transfer theory and meaning transfer theory to their marketing strategies.

As one of the few empirical studies that examines the impact of celebrity attachment on consumers’ perceptions and behaviors, this study can make significant contributions to the destination marketing literature.

The purpose of variable loading conditions (392 N-785N-392N-785N) with break-in period were used to study interactions between zinc dialkyl dithiophosphate (ZDDP) 0.1 P% (phosphorus) and fine-grade molybdenum disulfide (MoS₂) 3%, in different mixtures of NLGI 2 lithium stearate grease. Four-ball wear tests were used to evaluate the tribological properties of different grease mixtures such as coefficient of friction and wear. ASTM 2266 as reported by earlier studies is useful, but it is not representative of real-life applications where variable loads and speeds and different break-in periods play a role and could change the results and the nature of tribofilms.

In this study, chemical and mechanical properties of tribofilms were examined. Moreover, design of experiment was used to examine the data and shorten experimentation time. Research described here is investigating variable loading conditions for real-life applications by using a break-in period of 2 min at the start to minimize asperities and establish a clean surface. Design expert (DOE) analyzes responses to reveal those variables that are single factor and those that are multifactor whether synergistically or antagonistically.

The results indicated that spectrum loading with break-in period showed reduction in wear when tested in greases with ZDDP/MoS₂ combinations. Ramping up or down the load every 7.5 min for a rotational speed of 1,200 rpm and a total of 36,000 revolutions or 30-min time slowed the wear properties of lithium-based grease under different MoS₂ and ZDDP concentrations. Experiments indicated that wear was largely dependent on the loading condition and ZDDP additives during specific break-in period at 1,200 rotational speed. It is believed that MoS₂ greases perform better under spectrum loading and under constant loading when mixed with ZDDP phosphorus.

This research indicates that there is a synergistic interaction between ZDDP, MoS₂ and variable loading especially when a break-in period is applied. The results indicated that wear was largely dependent on the specific speed used with spectrum loading as presented in the energy dispersive spectroscopy and the Auger electron spectroscopy analysis, and thus a 3% MoS₂ grease with ZDDP (phosphorus: 0.1 Wt.%) are needed to improve the wear resistance and improve the friction characteristics.

The peer review history for this article is available at: https://publons.com/publon/10.1108/ILT-01-2024-0016/

This paper aims to solve the problems molybdenum disulfide (MoS₂) nanosheets suffer from inadequate dispersion stability and form a weak lubricating film on the friction surface, which severely limits their application as lubricant additives.

MoS₂/C₆₀ nanocomposites were prepared by synthesizing molybdenum disulfide (MoS₂) nanosheets on the surface of hydrochloric acid-activated fullerenes (C₆₀) by in situ hydrothermal method. The composition, structure and morphology of MoS₂/C₆₀ nanocomposites were characterized. Through the high-frequency reciprocating tribology test, its potential as a lubricant additive was evaluated.

MoS₂/C₆₀ nanocomposites that were prepared showed good dispersion in dioctyl sebacate (DOS). When 0.5 Wt.% MoS₂/C₆₀ was added, the friction reduction performance and wear resistance improved by 54.5% and 62.7%, respectively.

MoS₂/C₆₀ composite nanoparticles were prepared by in-situ formation of MoS₂ nanosheets on the surface of C₆₀ activated by HCl through hydrothermal method and were used as potential lubricating oil additives.

The peer review history for this article is available at: https://publons.com/publon/10.1108/ILT-10-2023-0321/

The purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally, this study also aims to demonstrate the effects of inspiration, self-relevance and empathy on the relationship between brand positioning and comparative advertising.

A two-by-three factorial design was employed with brand positions (underdog vs top dog) and three types of comparative advertising (noncomparative, indirect comparative and direct comparative) as the independent variables. Inspiration serves as the mediator, while self-relevance and empathy act as moderators and brand attitude is the dependent variable.

The results show that different brand positions significantly affect brand attitudes, with respondents having a better brand attitude toward the underdog brand. Brand attitude is partially mediated by inspiration. Self-relevance moderates the relationship between brand positioning and brand attitude. However, brand positioning, comparative advertising and empathy do not have interaction effects.

This study contributes to a better understanding of the effect of psychological variables on brand positioning and comparative advertising.

The results suggest that the underdog setting requires a real and honest story because consumers will spot a fake underdog story, which will damage consumer trust in the brand and harm the brand image.

There is a lack of research using psychological variables to demonstrate the effect of being the underdog brand. This study contributes to the literature by employing psychological variables to illustrate the effect of underdog positioning. These findings can help brands develop branding positioning strategies.

The objective of this study was to examine the relationships among festival personality, satisfaction and loyalty. Also, the study further analyzed the moderation effect of involvement on the relationships between festival personality, satisfaction and loyalty.

The authors adopt a two-stage mixed-method approach. Through a list of brand personality traits from previous research and in-depth interviews with participants of a film festival, festival personality constructs were identified: exceptional, competent, reliable and cozy. The authors then analyzed an integrative model of festival personality, satisfaction, involvement and loyalty from the qualitative findings. A survey with a convenience sample of 279 film festival participants was conducted.

The findings suggest that festival personality influence satisfaction and loyalty. Furthermore, this study confirms the significant impact of involvement on the relationships between festival personality, satisfaction and loyalty.

This study enables authors to understand the festival personality from the perspective of the visitors and expands the theoretical understanding of how the personality of the festival affects the visitors. The findings of this study suggest that the festival personality can be predictors and determinants of participants' satisfaction and loyalty. Also, this is one of the first attempts to identify the effects of involvement on festival personality and its outcomes. Current research findings demonstrated involvement as a moderator variable in the relationships between festival personality and festival satisfaction and loyalty.

The swivel construction method is a specially designed process used to build bridges that cross rivers, valleys, railroads and other obstacles. To carry out this construction method safely, real-time monitoring of the bridge rotation process is required to ensure a smooth swivel operation without collisions. However, the traditional means of monitoring using Electronic Total Station tools cannot realize real-time monitoring, and monitoring using motion sensors or GPS is cumbersome to use.

This study proposes a monitoring method based on a series of computer vision (CV) technologies, which can monitor the rotation angle, velocity and inclination angle of the swivel construction in real-time. First, three proposed CV algorithms was developed in a laboratory environment. The experimental tests were carried out on a bridge scale model to select the outperformed algorithms for rotation, velocity and inclination monitor, respectively, as the final monitoring method in proposed method. Then, the selected method was implemented to monitor an actual bridge during its swivel construction to verify the applicability.

In the laboratory study, the monitoring data measured with the selected monitoring algorithms was compared with those measured by an Electronic Total Station and the errors in terms of rotation angle, velocity and inclination angle, were 0.040%, 0.040%, and −0.454%, respectively, thus validating the accuracy of the proposed method. In the pilot actual application, the method was shown to be feasible in a real construction application.

In a well-controlled laboratory the optimal algorithms for bridge swivel construction are identified and in an actual project the proposed method is verified. The proposed CV method is complementary to the use of Electronic Total Station tools, motion sensors, and GPS for safety monitoring of swivel construction of bridges. It also contributes to being a possible approach without data-driven model training. Its principal advantages are that it both provides real-time monitoring and is easy to deploy in real construction applications.

This paper aims to concentrate on recent innovations in flexible wearable sensor technology tailored for monitoring vital signals within the contexts of wearable sensors and systems developed specifically for monitoring health and fitness metrics.

In recent decades, wearable sensors for monitoring vital signals in sports and health have advanced greatly. Vital signals include electrocardiogram, electroencephalogram, electromyography, inertial data, body motions, cardiac rate and bodily fluids like blood and sweating, making them a good choice for sensing devices.

This report reviewed reputable journal articles on wearable sensors for vital signal monitoring, focusing on multimode and integrated multi-dimensional capabilities like structure, accuracy and nature of the devices, which may offer a more versatile and comprehensive solution.

The paper provides essential information on the present obstacles and challenges in this domain and provide a glimpse into the future directions of wearable sensors for the detection of these crucial signals. Importantly, it is evident that the integration of modern fabricating techniques, stretchable electronic devices, the Internet of Things and the application of artificial intelligence algorithms has significantly improved the capacity to efficiently monitor and leverage these signals for human health monitoring, including disease prediction.

This study aims to investigate the effects of nano or inorganic fillers on unsaturated polyester’s (UPE) thermal, mechanical, and physical properties. UPE reinforced with nanoparticles shows better properties than the pure polymer itself. Nano or inorganic fillers are used in the polymeric matrix to improve thermal, mechanical and physical properties.

To improve thermal, mechanical and physical properties, UPE resin was modified with silica (S), boron nitride (BN) and S/BN hybrid nanoparticles at different ratios. Viscosity and solids content measurement, Fourier transform infrared spectroscopy, contact angle measurement, scanning electron microscopy (SEM), thermogravimetric analysis (TGA) and thermal conductivity coefficient tests were performed on the samples.

In the SEM analysis, the UPE sample showed a smooth appearance, while all samples containing additives showed phase separation and overall heterogeneous distribution. TGA results demonstrated that the thermal stability of the resin increased in the presence of S and BN additives. According to the results, it was observed that the presence of S and BN additives in the UPE resin and the use of certain ratios improved the resin properties.

As a result of the literature search, to the best of the authors’ knowledge, no study was found in which BN nanoparticles were included in the UPE resin together with S.