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This paper describes the application of, enhancements to, and use of surface fire spread models in predicting and mitigating fire risk in the Wildland–Urban Interface (WUI). Research and fire management strategies undertaken in the East Bay Hill region (containing the 1991 Tunnel Fire) of the San Francisco Bay area over the past decade are reported. We ascertain that surface fire spread modeling has impacted policy and decision making, resulting in a regional strategic plan where large landowners and public agencies are able to implement fire mitigation practices. Although these practices involve extensive fuel management within a buffer zone between the wildland and residential properties, the residential property owners are still at risk, as no strategy within neighborhoods can be accurately mapped using the current scale of the data and models. WUI fires are eventually extinguished by fire fighters on the ground, up close, and at the backyard scale. We argue that large-scale (backyard scale) mapping and modeling of surface fire spread is necessary to engage the individual homeowner in a fuels management strategy. We describe our ongoing research and strategies, and suggest goals for future research and development in the area of large-scale WUI fire modeling and management.

Prior research on technology standardization has focused on two common patterns: processes in which product developers and other stakeholders cooperate to achieve a consensus outcome, and “standards wars” in which competing technologies vie for dominance in the market. This study examines Microsoft's responses to 12 software technologies in the period between 1990 and 2005. Despite the company's reputed tendency to pursue a strategy dubbed “embrace, extend, and extinguish,” a content analysis of news articles from the same period reveals surprising diversity in Microsoft's responses at the product level.

We classify these responses using a typology that treats “embrace” and “extend” as orthogonal decisions faced by product development organizations. This typology allows four kinds of outcomes to be distinguished, including two kinds of partial compatibility in addition to the familiar cases of full compatibility and incompatibility. To complement this cross-sectional perspective, we examine more closely the evolution of Microsoft's strategy with respect to Sun's Java technology. This longitudinal view highlights another underappreciated aspect of standardization, namely the extent to which a firm's strategic posture toward a standard can change over time, even within the same product family.

Based on this evidence, we suggest that firms tend to publicly embrace a standard with the aim of gaining legitimacy with a community of adopters, whereas efforts to extend a standard tend to be motivated by the intent to leverage the underlying technology to achieve or strengthen architectural control. We argue that legitimacy and leverage are strategic complements, making the “embrace and extend” strategy attractive to firms like Microsoft, but that the resulting outcome is unstable. Firms that pursue this strategy ultimately face a choice between contributing their extensions back to the standard and losing proprietary leverage, or giving up the legitimacy associated with standards compliance in exchange for freedom from the constraints of compatibility.

Nowadays, most of our activities and personal details are recorded by one entity or another. These data are used for many applications that fundamentally enrich our lives, such as navigation systems, social networks, search engines, and health monitoring. On the darker side of data collection lie usages that can harm us and threaten our sense of privacy. Marketing, as an academic field and corporate practice, has benefited tremendously from this era of data abundance, but has concurrently heightened the risk of associated harms.

In this chapter, we discuss both the great advantages and potential harms ushered in by this era of data collection, as well as ways to mitigate the harms while maintaining the benefits. Specifically, we propose and discuss classes of potential solutions: methods for collecting less data overall, transparency of code and models, federated learning, and identity management tools, among others. Some of these solutions can be implemented now, others require a longer horizon, but all can begin through the advocacy of marketing research. We also discuss possible ways to improve on the benefits of data collection – by developing methods to assist individuals pursue their long-term goals while advocating for privacy in such pursuits.

A destination's ability to attract tourists is associated with the visitor experience and, in recent years, visitors have increasingly used virtual environments and digital innovation, such as social media platforms, to communicate their experience of tourist destinations. A positive well-communicated tourist experience improves the reputation of the destination and has relevant consequences for both the destination's attractiveness and its competitive advantage. On the contrary, when the destination's reputation is negatively affected by visitors' experiences, comments and reviews, such destination might compromise its ability to attract new visitors. Studies in this field agree alike that the tourist experience is negatively affected by overcrowding and overflows phenomena occurring around the visited city attractions. The present research, merging the aforementioned observations, investigates whether visitor density affects the online reputation of the Uffizi Gallery, estimated by extracting visitors' opinions and feedbacks on the city's main attractions from TripAdvisor ratings and from Twitter posts, by applying sentiment analysis to evaluate whether the text is positive, negative, or neutral. The city of Florence is an ideal case study, as the city records almost 16 million tourist overnight stays per year hence highly exposed to the risk of tourist overcrowding and overflows. The research findings reveal that Uffizi Gallery experiences and mood are influenced by the number of visitors insisting and if tourists live a negative experience, this is further exacerbated by the growing density of visitors themselves. We find that, if tourists have a negative experience, this is exacerbated by the density of visitors to the Uffizi Gallery. The results reveal also that tourists' experiences are even more influenced by any general dissatisfaction they experience in the city of Florence in a broader way. Practical implications and theoretical contributions are discussed.

Purpose – This study addresses the great apes' fatal situation in the wild by integrating perspectives from conservation biology, conflict research, and bioethics.

Design/methodology/approach – We introduce the great apes' red list status and describe habitat destruction and bushmeat commerce as main threats to their survival. We analyze the complex context in which great ape extinction takes place in the Democratic Republic of the Congo (DRC) and thereby focus on a threatening factor that is interlinked with habitat destruction and bushmeat commerce: armed conflict.

Findings – The study shows that some characteristics of so-called “New Wars” are apparent in the DRC and that they directly or indirectly impact the great apes' situation. Because the human role in the animals' extinction is so severe and so obvious, ethical consequences become apparent. Animal ethics (the welfare as well as the rights approach) has to acknowledge the severity of the situation of the great apes in the wild. Implications for the human–animal relationship and the human identity come into play. After all, we have to ask ourselves what it means for us and for coming generations if our nearest relatives are going to be extinct one day.

Practical implications – It is argued that conservation policy has to include insights from conflict research. Likewise, peacemaking has to address ecological consequences of warfare.

Originality/value – Our findings promote an interdisciplinary approach. Armed conflict as a threatening factor to great ape survival has so far largely been neglected within the literature on conservation biology as well as in conflict research.