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This paper is dedicated to answer two questions: What is the business model of interactive television (iTV) ad at China’s Spring Festival Gala; and Why the business model of iTV ad creates different commercial values for different firms.

The two questions can be summarized as what and why problems; so, this paper adopts the method of the qualitative case study. For the first question, this paper uses the method of system activity diagram to design the business model. For the second question, this paper proposes a new analytical method – voice, incentive and convenience (VIC) model, which is used to analyze the commercial value of iTV ad. The proposal of VIC model is based on Wang et al.’s Iceberg theory.

The effect of interactive advertising is significantly better than that of traditional advertising, and interactive advertising is becoming the first choice for marketers. The business model innovation of iTV ad brings new business opportunities. In addition, the larger the area of the triangle surrounded by the three elements of VIC, the higher the commercial value of iTV ad.

Current business model studies focus on business model definitions and innovations, whereas the studies on business model evaluation and its influential factors are rare. A new analytical model named VIC is proposed. It explores the effect of VIC on the commercial value of iTV ad and provides a reference for the quantitative empirical analysis. The combination of activity system theory and VIC model contributes to the understanding of the explicit knowledge and tacit knowledge of iTV ad business model. This framework can be used to guide TV stations and stakeholders for business model innovations and optimizations.

Southeast Asia has been actively undergoing land conversion into agricultural lands over past few decades. This creates the challenges to the nation in dealing with the non-point source pollutants in many fluvial systems, thus requiring an effective approach in sediment source apportionment for an appropriate target mitigation procedure. The trace element property from different source points was used for catchment classification of Galas River. Sediment sample collection was carried out at the sources and sink areas of the catchment system. Fine sediment was analysed using X-ray fluorescence to obtain elemental composition followed by the statistical test and numerical model. Out of 83 elements, 12 elements (Mn, Ca, Cr, Ga, Dy Hf, Y, V, Th, Pb, Zn and Sr) have been selected as best tracer signatures. The solver model has indicated Pergau River as the major sediment contributor to this large catchment system. The model output could directly be proportional with the land-use practice, indicating excessive terrestrial alteration has taken place within the sites for agricultural plantation purposes. Thus, this highly recommends for the decision-making use to the targeted areas to overcome the serious sedimentation issues caused by the tillage operation in affected stream points and to improve the watershed quality.

The purpose of this paper is to examine the relationships among an individual athlete’s brand equity, overall spectator satisfaction at sporting events and behavioral intentions.

The convenience sampling method was used when approaching potential participants among spectators of the LG Whisen Rhythmic All Stars 2013, a sporting event in which celebrated sports players perform choreographed dance routines. A total of 350 surveys were completed in Go-Yang, South Korea. Of the surveys collected, 20 were discarded due to excessive missing values, resulting in 330 usable surveys.

Using structural equation modeling, this study found that the brand equity of an individual athlete positively and directly affects the overall sporting event satisfaction and behavioral intentions, including re-purchase and word-of-mouth intentions among event attendees, which are factors that are mediated indirectly by satisfaction.

This study shows that the brand equity of an individual athlete can increase the spectator satisfaction levels in a similar manner to the brand equity of a sports team or product.

Although there have been extensive studies on the hydrological and erosional impacts of logging, relatively little is known about the impacts of conversion into agricultural plantation (namely rubber and oil palm). Furthermore, studies on morphological impacts, sediment-bound chemistry and forensic attribution of deposited sediment to their respective sources are scarcer. This chapter introduces the potential for using the multi-proxy sediment fingerprinting technique in this context. Featuring pilot projects in two major flood-prone river systems in Malaysia, the studies explore application of geochemistry-based sediment source ascription. The geochemical signatures of sediment mixtures on floodplains were compared to sediments from upstream source tributaries. The tributaries were hypothesised to have different geochemical signatures in response to dominant land management. The first case study took place in the Segama River system (4,023 km²) of Sabah, Malaysian Borneo where a mixture of primary forest, logged-forests and oil palm plantations were predominant. The second case study was in the Kelantan River Basin (13,100 km²) with two major tributaries (Galas River and Lebir River) where logged-forests and rubber and oil palm plantations are dominant land-uses. Both case studies demonstrated the applicability of this method in ascribing floodplain deposited sediment to their respective upstream sources. Preliminary results showed that trace elements associated with fertilisers (e.g. copper and vanadium) contribute to agricultural catchment signatures. Alkaline and alkaline-earth elements were linked to recently established oil palm plantations due to soil turnover. Mixing model outputs showed that contributions from smaller, more severely disturbed catchment are higher than those from larger but milder disturbed catchments. This method capitalises on flood events to counter its adverse impacts by identifying high-priority sediment source areas for efficient and effective management.

Inclusion of bioactive compounds in food products is promising for developing novel functional food products. The feasibility of incorporating flavonoids and low-calorie sugar substitutes in fresh-cut apple through osmotic dehydration (OD) was investigated.

The impregnation of quercetin and fisetin in apple cubes was tested. The effects of different osmotic agents, sucrose and sorbitol:mannose, on the water loss (WL) and sugar gain of the samples were studied at 25 and 40 °C for eight hours.

Temperature was a significant factor in the mass transfer kinetics, that is to say, higher temperatures resulting in higher rates. The molecular weight of the solutes in the osmotic solution also affected the OD kinetics and flavonoids uptake, as well as the physico-chemical quality.

Overall, the results indicate that OD using alternative low-calorie and health-promoting solutes can be an effective treatment to simultaneously enrich fresh-cut apples with senolytic flavonoids, therefore presenting a great potential for a novel functional food product.

Highlights the need to be mindful of the global implications of migration and the ecology of diversity in our economy and organizations. Argues that support and programs for diversity are essential to a sustainable economy and the life chances of all our citizens.

Explores diversity from a theoretical perspective and then provides details of one person’s struggle to gain acceptance in an alien culture.

Draws attention to the complexities and complications born of globalization and the challenge these pose for multi-national organizations. Advances the view that these complexities also relate to the émigrés who bought with them their different ways of thinking, behaving and speaking that were alien to the indigenous community, and for many still remain an enigma.

Highlights the need to develop an organization and leadership culture where every manager is an HR manager, assuming shared responsibility for promoting and developing diversity in the organization.

Shows how difficult can be the struggle to gain acceptance for a person newly arriving in a foreign country.

Combines an academic view of immigration and diversity with one person’s experiences.

This exercise is one in a series intended to help students learn how to perform financial calculations in marketing contexts.

Maru Keitou, a decorated former collegiate softball player with a PhD from Oxford University, ran Maru Batting Center in the Roppongi district of Tokyo's Minato ward. She had a deep knowledge of the game and of her customers, but she lacked a marketing background. She had recently signed up for a hosted customer relationship management service that would allow her to track the cost of acquiring and serving each of her four main customer segments. Using this data, she could determine which segments to target in the upcoming year.

The exercise describes the use of calculations of customer acquisition cost, retention rates, and customer lifetime value in picking between market segments and various options for activities to acquire customers.

Maru Keitou, a decorated former collegiate softball player with a PhD from Oxford University, ran Maru Batting Center in the Roppongi district of Tokyo's Minato ward. She had a deep knowledge of the game and of her customers, but she lacked a marketing background. She had recently signed up for a hosted customer relationship management service that would allow her to track the cost of acquiring and serving each of her four main customer segments. Using this data, she could determine which segments to target in the upcoming year.

The exercise describes the use of calculations of customer acquisition cost, retention rates, and customer lifetime value in picking between market segments and various options for activities to acquire customers.

After completing the exercise, students should be able to:

• Calculate customer acquisition cost

• Determine customer break-even

• Calculate and explain customer lifetime value

Calculate customer acquisition cost

Determine customer break-even

Calculate and explain customer lifetime value

The purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the relative effectiveness of each.

An experiment was conducted with young adult consumers (n=344) and undergraduates (n=415). Using a between-subject design, each participant was randomly assigned to one of four CRM scenarios and completed a questionnaire.

Across all CRM conditions, the effect of CRM strategy on consumer responses (e.g. perceived brand distinctiveness/credibility/attractiveness, customer–brand identification, brand attitude, customer loyalty) was significant. The effect of corporate social responsibility image on perceived brand distinctiveness was strongest for cause-related event marketing, followed by cause-related experiential marketing, transaction-based CRM and sponsorship-linked marketing.

By providing information about the relative effectiveness of four types of CRM strategies, this research aids fashion marketers in their selection of the CRM strategy that generates the best performance. Adding an event component to their CRM activity would increase the effect of CRM strategies on consumer responses.

This research contributes to the extant literature on CRM by identifying types of CRM strategies, their relative effectiveness, and key variables (e.g., C–B identification) that explain the impact of CRM strategies on consumer responses.

This paper aims to describe the development of an online project in East London about local history.

The approach to the paper has been to combine the experience of building and developing a live online community of practice (around the subject of local history in East London) with both established historical theory and the emergence of self‐publishing “history from below”.

The project has revealed that the classification of history at a local level requires a detailed understanding of the theory of history, issues about classification of history, and the need to create a classification scheme that is usable in the context of user‐generated content.

The online project has been live for around 18 months. In this time, over 440 people have contributed almost 5,000 original posts. They have created a strong online community presence and there has been work to classify the contributions by professional and amateur historians and local people who are recording their personal memories.