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The purpose of this paper is to present the preliminary outcomes of a research which takes gradual exposure in virtual reality (VR) outside the laboratory to empower people with “hidden disabilities” breaking down their barriers towards independent living. It explores the use of VR through smartphones to practically apply gradual exposure to environment stressors that are typically found in busy spaces from one’s own safe environment.

Aberdeen International Airport has kindly accepted to take part to this research as a case study. Following a participatory design and usability testing, a semi-controlled seven-day study was conducted among seven individuals with hidden disabilities to assess user acceptance.

Results showed undeniable participants’ engagement and enthusiasm for the proposed approach, although further research is needed to increase the presence and improve the overall user experience.

The proposed research has been conducted on small cohort of participants outside of a clinical setting. Further engagement with individuals with hidden disabilities is required in order to determine the effectiveness of the proposed approach.

This research presents a methodological and technological framework which contributes effectively to the practicality of VR exposure therapy outside of the laboratory setting, from one’s own safe place.

This paper outlines 4 assumptions behind attempts to explain the sequential organization of communication behavior during conflict. These assumptions were supported by an analysis of behavioral sequences coded from 9 hostage negotiations and 20 divorce mediations. Analyses showed that negotiators use only a small proportion of available responses to other party's behavior, and that this proportion rapidly decreases as sequence length increases. Critical to this channeling in behavior was the triple‐interact (i.e., cue‐response‐cue‐response), which represents the maximum sequence length required to enable accurate prediction of negotiators' future behavior. More detailed analysis showed that the triple‐interact reduced uncertainty in behavior by over 70%, which compares to less than 1% from knowledge of negotiation context and approximately 10% from knowledge of individual differences.

The learning outcomes of this case are in understanding core concepts of brand management and brand dilution. Assessment of macro-economic risks and proper positioning strategies are the key take-away from this case. The case gives an understanding of how brands are built and positioned, and the pitfalls of poor brand planning and assessment that could lead to brand dilution. The case is useful for highlighting the importance of brand management and the challenges of re-positioning. The discussions would shed light on why it is important to plan and manage spending on marketing for brand building activities, and why brands would suffer when spending is reduced. This case is a teaching case and not a research case. It will help participants assimilate available information in combination with existing academic theories and publications to help develop an accurate assessment and prognosis of the events leading until the point of slicing the case.

Reid & Taylor in 2015 had been reduced to a discounter brand offering extended end-of-season sales when most other competitors have ended their promotions. In the 17 years since its big-budget launch in the Indian market in one of the most memorable brand introductions, Reid & Taylor changed its ambassador twice and repositioned itself thrice. The case would allow participants to delve deeper into aspects of marketing spending, brand management, positioning and advertising effectiveness. The case brings to the fore discussions on marketing, specifically on branding, positioning and its related advertising in the textile sector for a brand that has not been studied in academic literature until the present time. The discussion allows for novelty, involving both forward- and backward-looking assessments and evaluations to help participants better imbibe learnings in brand management and positioning.

The case is suitable for a graduate-level (Master’s level) course in marketing and brand management. This case is suitable for elective courses that discuss positioning and brands.

Teaching notes are available for educators only.

CSS 8: Marketing

Recognition of the importance of Large Scale Engineering (LSE) construction in the economics of Europe has resulted in the European Commission supporting the proposal for the eLSEwise project (Esprit 20876). eLSEwise is the European LSE Wide Integration Support Effort, which commenced in 1996 as part of the family of the ‘User Reference Group’ projects established by the European Commission to define the needs of the busiess users of ICT within several industrial areas. This paper describes the eLSEwise initiative and the approach adopted in identifying the LSE construction needs and the business processes that come together to allow an LSE project to evolve through the various phases of a project life cycle.

The impact of advances in information technology (IT) can be seen everywhere, whether in financial markets, computer controlled production lines or supermarket check‐out counters. These technical advances are expected to continue into the foreseeable future. But has this progress led to better profits for the financial services, manufacturing and retail companies investing in IT?

eLSEwise is the acronym of ESPRIT project 20876 which investigated the Information and Communication Technology (ICT) needs of Large Scale Engineering (LSE) construction over the next 10 years. eLSEwise investigated the business needs related to market and client demands for change in the future delivery processes of LSE construction projects and how the constructors perceive their roles changing in response. It also undertook a state‐of‐the‐art review of the existing and emergent technologies. From these investigations eLSEwise then postulated a vision how LSE construction projects may be delivered in the future, fully utilizing the benefits of emergent technology to satisfy the business needs. The project also considered how companies may progress from their present condition towards this future view, leading to basic development strategy. This paper presents the eLSEwise views of such a future. These findings are presented in three parts: the eLSEwise vision, development routes and recommendations.