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This paper aims to study vehicle-type strategies for the manufacturer's car sharing by accounting for consumers' behavior and the subsidy.

The authors develop a game model, in which a monopoly manufacturer that can produce gasoline vehicles (GVs) or energy vehicles (EVs) not only sells vehicles in the sales market, but also rents them out in the sharing market by the self-built platform. The manufacturer strategically chooses which type of vehicles based on consumers' behavior and whether the government provides the EVs’ subsidy.

When consumers' low-carbon awareness is relatively high or the marginal cost is low, the manufacturer chooses EVs. The manufacturer chooses GVs when the low-carbon awareness and the marginal cost are low. Only when the low-carbon awareness and the subsidy are not too low, the manufacturer who originally chose GVs launches EVs. When the low-carbon awareness is high, the excessive subsidy discourages the manufacturer from entering the sharing market. If the government provides the subsidy, the manufacturer launches high-end EVs. Otherwise, the manufacturer launches low-end EVs. Moreover, the subsidy increases consumer surplus and social welfare since the high subsidy makes EVs’ sharing market demand be negative.

This study enriches the literature on vehicle-type strategies for the manufacturer's car sharing, owns a practical significance to guide the manufacturer's operation management in the car sharing market and provides advice on whether the government should provide EVs’ subsidy.

The capability to predict and evaluate various configurations’ performance during the conceptual design phase using multidisciplinary design analysis and optimization can significantly increase the preliminary design process’s efficiency and reduce design and development costs. This research paper aims to perform multidisciplinary design and optimization for an expendable microsatellite launch vehicle (MSLV) comprising three solid-propellant stages, capable of delivering micro-payloads in the low earth orbit. The methodology’s primary purpose is to increase the conceptual and preliminary design process’s efficiency by reducing both the design and development costs.

Multidiscipline feasible architecture is applied for the multidisciplinary design and optimization of an expendable MSLV at the conceptual level to accommodate interdisciplinary interactions during the optimization process. The multidisciplinary design and optimization framework developed and implemented in this research effort encompasses coupled analysis disciplines of vehicle geometry, mass calculations, aerodynamics, propulsion and trajectory. Nineteen design variables were selected to optimize expendable MSLV to launch a 100 kg satellite at an altitude of 600 km in the low earth orbit. Modern heuristic optimization methods such as genetic algorithm (GA), particle swarm optimization (PSO) and SA are applied and compared to obtain the optimal configurations. The initial population is created by passing the upper and lower bounds of design variables to the optimizer. The optimizer then searches for the best possible combination of design variables to obtain the objective function while satisfying the constraints.

All of the applied heuristic methods were able to optimize the design problem. Optimized design variables from these methods lie within the lower and upper bounds. This research successfully achieves the desired altitude and final injection velocity while satisfying all the constraints. In this research effort, multiple runs of heuristic algorithms reduce the fundamental stochastic error.

The use of multiple heuristics optimization methods such as GA, PSO and SA in the conceptual design phase owing to the exclusivity of their search approach provides a unique opportunity for exploration of the feasible design space and helps in obtaining alternative configurations capable of meeting the mission objectives, which is not possible when using any of the single optimization algorithm.

The optimized configurations can be further used as baseline configurations in the microsatellite launch missions’ conceptual and preliminary design phases.

Satellite launch vehicle design and optimization is a complex multidisciplinary problem, and it is dealt with effectively in the multidisciplinary design and optimization domain. It integrates several interlinked disciplines and gives the optimum result that satisfies these disciplines’ requirements. This research effort provides the multidisciplinary design and optimization-based simulation framework to predict and evaluate various expendable satellite launch vehicle configurations’ performance. This framework significantly increases the conceptual and preliminary design process’s efficiency by reducing design and development costs.

The purpose of this paper is to attempt an aerospaceplane design with the objective of Low-Earth-Orbit-and-Return-to-Earth (LEOARTE) under the constraints of safety, low cost, reliability, low maintenance, aircraft-like operation and environmental compatibility. Along the same lines, a “sister” point-to-point flight on Earth Suborbital Aerospaceplane is proposed.

The LEOARTE aerospaceplane is based on a simple design, proven low risk technology, a small payload, an aerodynamic solution to re-entry heating, the high-speed phase of the outgoing flight taking place outside the atmosphere, a propulsion system comprising turbojet and rocket engines, an Air Collection and Enrichment System (ACES) and an appropriate mission profile.

It was found that a LEOARTE aerospaceplane design subject to the specified constraints with a cost as low as 950 United States Dollars (US$) per kilogram into Low Earth Orbit (LEO) might be feasible. As indicated by a case study, a LEOARTE aerospaceplane could lead, among other activities in space, to economically viable Space-Based Solar Power (SBSP). Its “sister” Suborbital aerospaceplane design could provide high-speed, point-to-point flights on the Earth.

The proposed LEOARTE aerospaceplane design renders space exploitation affordable and is much safer than ever before.

This paper provides an alternative approach to aerospaceplane design as a result of a new aerodynamically oriented Thermal Protection System (TPS) and a, perhaps, improved ACES. This approach might initiate widespread exploitation of space and offer a solution to the high-speed “air” transportation issue.

This case is most suited for the course on Strategic Management.

The case can be used for post graduate management students and executive education participants. It should be used in the section dealing with capabilities of an organization.

Sonalika Group, situated in Punjab, India, started its operations in 1969 by manufacturing agricultural implements and equipment’s. By 1990, the firm graduated into manufacturing tractors. It gradually expanded its wings in countries like Nigeria, Argentina and Brazil and became the third largest tractor manufacturer of India in FY 2012. The year 2005 was a landmark year when it entered the passenger vehicle segment through its subsidiary International Cars and Motors Limited that launched a multi-utility vehicle (MUV) named Rhino. The vehicle was expected to fill up the vacant spot created by the withdrawal of “Qualis”, which was a highly popular MUV manufactured by Toyota. However, the enthusiasm of launching Rhino waned with time because its sales did not pick up as expected. After selling around 5,000 units of Rhino, the company stopped its production as the product had started showing up teething problems. The marketers and designers burnt midnight oil to bring out an improved version of Rhino. This version was christened “Extreme” and launched in 2012. Despite all marketing, sales and service efforts, “Extreme” also failed to take off. The group is wondering when it was so successful in tractors why it has not been successful in passenger vehicle category. It has to work out a strategy to be successful in passenger vehicle segment as well.

Expected learning outcomes are as follows: to analyse the external and internal environment for a business and understand its impact on business decision-making; to understand the relationship between operational capabilities and dynamic capabilities; to identify opportunities and match it with internal capabilities; to analyse the reasons for product failure and identify remedial measures; to understand the process of technology diffusion and thereby strategic planning.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 11: Strategy

Marketing. Sub subjects: customer segmentation, targeting, positioning and new product launch strategies.

This case can be taught at degree and master level management programmes including distance education mode in business schools having marketing management as one of the subjects.

Maruti Suzuki a leading global Japanese car manufacturer recently launched a new multi utility passenger car with the brand name Ertiga. Ertiga was launched by Maruti Suzuki as life utility vehicle (LUV) using lifestyle categorization instead of using car categorization to position Ertiga using LUV theme. This new category created called LUV is in car categorization between high end hatchbacks and multi utility vehicles/sedans. This case highlights how Maruti Suzuki through effective market research was able to identify a new category and also create and offer a car to the Indian market. This case covers some of the innovative promotional strategies like in film promotions and brand placements which was used to promote Ertiga in India.

The case is designed to enable students to understand the concept of segmentation, targeting, and positioning about the various products launch strategies companies adopt in the emerging markets. Also this case covers the marketing mix concepts and how it was adopted during the Ertiga launch in India.

Teaching notes are available for educators only. Please contact your library to gain login details or email: support@emeraldinsight.com to request teaching notes.

Today’s modern liquid propellant rocket engines have a very complicated structure. They cannot be arbitrarily downsized, ensuring efficient propellants’ mixing and combustion. Moreover, the thermodynamic cycle’s efficiency is relatively low. Utilizing detonation instead of deflagration could lead to a significant reduction of engine chamber dimensions and mass. Nowadays, laboratory research is conducted in the field of rotating detonation engine (RDE) testing worldwide. The aim of this paper is to cover the design of a flight demonstrator utilizing rocket RDE technology.

It presents the key project iterations made during the design of the gaseous oxygen and methane-propelled rocket. One of the main goals was to develop a rocket that could be fully recoverable. The recovery module uses a parachute assembly. The paper describes the rocket’s main subsystems. Moreover, vehicle visualizations are presented. Simple performance estimations are also shown.

This paper shows that the development of a small, open-structure, rocket RDE-powered vehicle is feasible.

Flight propulsion system experimentation is on-going. However, first tests were conducted with lower propellant feeding pressures than required for the first launch.

Importantly, the vehicle can be a test platform for a variety of technologies. The rocket’s possible further development, including educational use, is proposed.

Up-to-date, no information about any flying vehicles using RDE propulsion systems can be found. If successful in-flight experimentation was conducted, it would be a major milestone in the development of next-generation propulsion systems.

The purpose of this paper is to identify effective factors, their impact, and find estimation models of the most well-known productivity measurement, hours-per-vehicle (HPV), in the automotive industry in North American manufacturing plants.

Data used in this study were from North American plants that participated in the Harbour’s survey from 2002 to 2006. Data are synthesized using a uniform methodology from information supplied by the plants and supplemented with plant visits by Harbour Consulting auditors. Overall, there are 355 manufacturing plants in the statistical sample from ten different automakers’ brands including DCX, Ford, GM, Honda, Cami, Nummi, Auto Alliance, Mitsubishi, Nissan, and Toyota. The multiple linear regression was used to analyze the data and derive the HPV regression equations.

HPV is a widely recognized production performance indicator that is used by a significant percentage of worldwide automakers. During the study period, the HPV was reduced 54.75 minutes on average in each year. Annual production volume, platform sharing (PS), and flexible manufacturing (FM) factors improve HPV. However, vehicle variety, salaried employees’ percentage of the workforce, available annual working days, and launching a new model penalize HPV. Launching a new model and adding a new variety in body styles or chassis configurations raise the HPV about 2.189 and 0.642 hours, respectively, depending on the car class; however, manufacturing plants compensate for this issue by using PS and FM strategies.

The plants which stopped production of a specific product also are included in this study and were treated similar to the regular plants. The medium duty segment was excluded from the data set due to the fact that the number of observations available was too low. The study can be repeated with additional new factors such as the level of plants’ automation and lean manufacturing either for North American or European companies.

The research investigates current strategies that help automakers to enhance their production performance and reduce their productivity gap. HPV regression equations that are provided in this research may be used effectively to help car makers to set guidelines to improve their productivity with respect to internal and external constraints, strength, weakness, opportunities, and threats.

The purpose of this paper is to propose a new guidance algorithm for launching a satellite using an expendable rocket from an equatorial site to an equatorial low‐Earth orbit.

Guidance during endoatmospheric portion is based on a nominal trajectory computed prior to take‐off. A set of updating computations begins anew at the time instant t_g of transition from endoatmosphere to exoatmosphere. The updating computations determine a guidance trajectory and an associated control law for the remainder of path by taking into account the rocket state at time t_g. Thus, the overall guidance involves both initial and midcourse operations, and it has both open‐ and closed‐loop aspects.

Viability and performance in terms of speed, precision, and effectiveness of the proposed scheme is demonstrated through three‐dimensional simulations and comparisons to other methods.

The updating computations and the fashion in which they are incorporated into the entire guidance process constitute the novel features of the proposed algorithm.

The purpose of the paper is to study the variation of optimal burnout angle at the end of the ascent phase and the optimal control deflection during the glide phase, that would maximize the downrange performance of a hypersonic boost-glide waverider, with variation in heat rate and integrated heat load limit.

The approach used is to model the boost phase so as to optimize the burnout conditions. The nonlinear, multiphase, constraint optimal control problem is solved using an hp-adaptive pseudospectral method.

The constraint heat load results for the waverider configuration reveal that the integrated heat load can be reduced by more than half with only 10 per cent penalty in the overall downrange of the hypersonic boost-glide vehicle, within a burnout speed range of 3.7 to 4.3 km/s. The angle-of-attack trim control requirements increase with stringent heat rate and integrated heat load bounds. The normal acceleration remains within limits.

The trajectory results imply lower thermal protection system weight because of reduced heat load trajectory profile and therefore lower thermal protection system cost.

The research provides further study on the trajectory design to the hypersonic boost-glide vehicles for medium range application.

The purpose of this paper is to design an electromechanical actuator which can inherently tolerate a stuck or loose failure without any need for fault detection isolation and reconfiguration.

Generalized design methodology for a thrust vector control application is adopted to reduce the design iterations during the initial stages of the design. An optimum ball screw pitch is selected to minimize the motor sizing and maximize the load acceleration.

A high redundancy electromechanical actuator for thrust vector control has lower self-inertia and higher reliability than a direct drive simplex configuration. This configuration is a feasible solution for thrust vector control application because it offers a more acceptable and graceful degradation than a complete failure.

Future work will include testing on actual hardware to study the transient disturbances caused by a fault and their effect on launch vehicle dynamics.

High redundancy electromechanical actuator concept can be extended to similar applications such as solid motor nozzle in satellite launch vehicles and primary flight control system in aircraft.

High redundancy actuators can be useful in safety critical applications involving human beings. It can also reduce the machine downtime in industrial process automation.

The jam tolerant electromechanical actuator proposed for the launch vehicle application has a unique configuration which does not require a complex fault detection isolation and reconfiguration logic in the controller. This enhances the system reliability and allows a simplex controller having a lower cost.