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The purpose of this paper is to examine the subculture of Southern Mardi Gras society in coastal Mississippi and Alabama.

Participant observation was used to explore the subculture as well as depth interviews with 42 informants who participated in Mardi Gras societies and/or balls.

The findings demonstrate that social identity theory is supported in Southern Mardi Gras society and that elements of racial divide, social stratification, and fixity of residence continue to support this subculture.

While most who are aware of Mardi Gras traditions associate it solely with New Orleans, this paper presents the rich subculture of Mardi Gras societies that extends along the upper Gulf Coast region of the USA. Tied to tourism in this region, these practices are explored for the nuances of this subculture and the Mardi Gras event myth.

Entrepreneurship, Strategic Marketing, Innovation, New product development (NPD).

This case is suitable to be used in advanced undergraduate, and MBA/MSc.

This case illustrates the challenges related to commercializing an innovative product, the coconut dehusking machine in the Malaysian market. It revolves around the issues pertaining to the pre and post-lunch activities and bottleneck of the coconut dehusking and defibering (CDD) machine which was developed by Md Akhir in July 2003. Md Akhir, the senior research officer at Mechanization and Automation Research Centre, Malaysian Agricultural Research and Development Institute (MARDI), believed that it was the first coconut dehusker in Malaysia. During 2000, farmers used to dehusk coconut manually, as there was no readily available machine to help them. Thus, Md Akhir felt the necessity to innovate such a machine that could help the farmers to dehusk efficiently in comparatively less effort and time. From 2003 to 2005, he presented his innovation in several national and international exhibitions and received accolades for such innovative product. In 2005, MARDI signed the memorandum of agreement of five years to license the CDD with Phytofolia Sendirian Berhad without having Md Akhir’s consent. Phytofolia was a comparatively new company owned by two entrepreneurs – Azmin Samin and Abd Hamid. During 2007, Phytofolia changed the specification of the CDD without informing to Md Akhir. Furthermore, two machines were sold to a company in Papua New Guinea, but no feedback was sought about the performance of the modified CDD. The price of CDD was set very high and thus the local farmers refused to buy it. In 2009, Hamid left Phytofolia due to disagreement with his business partner. He collaborated with Mr Sigiarno a venture capitalist from Indonesia and offer MARDI RM200,000 up-front to buy the IP of the CDD. At the end of the contract, Phytofolia failed to pay the royalty to MARDI and the contract ended in 2010. By seeing the fall of memorandum of agreement, MARDI asked Md Akhir to decide the next step whether to sign new agreement with Phytofolia, to sign agreement with Hamid’s newly formed company Kelapa Gading, to giving up commercialization and provide this machine to the farmers free of cost or to create a start-up company, fabricate and market the CDD. Md Akhir was really confused about which way to go!

Using this case, students can learn how a small and/or medium scale company can strategize its new product launch. Based on the given industry scenario, students can realize the potential challenges that are related to launching a new product. Furthermore, this case demonstrates that producing a high-quality product is not enough to succeed in the market; right strategy also plays an important role in making it successful. Finally, it can be also learned that proper marketing strategy, good coordination and communication with support companies as well as internal harmony are three important factors that contributes in any business success. Overall, entrepreneurship students will learn how to use the opportunity and manage the innovation. On the other hand, strategic marketing students will learn the importance of adopting proper strategy, while the students who are undertaking the new product development course will be benefited by seeing the practical situation of a new product launch, its rise and its fall.

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 3: Entrepreneurship

Entrepreneurship, Strategic Marketing, Innovation, New Product Development (NPD).

This case is suitable to be used in advanced undergraduate and MBA/MSc.

This case illustrates the challenges related to designing and launching an innovative product in the market. It revolves around the issues pertaining to smart organic fertilizer's (SOF) pre- and post-launch experiences. Haji Sani Kimi, a Senior Research Officer of the Strategic Research Centre at MARDI, had developed a zeolite-based organic fertilizer which he believed to be the first of its kind in Malaysia. He had taken five years to complete his research in developing SOF. Seeing its potential benefits for the land and farmers, the then Director General of MARDI asked Sani to speed up the process of technology transfer to be the first to launch the product in the market. In 2005, MARDI established a five-year agreement with Hicotech Sendirian Berhad to license its intellectual property rights (IPR). Adnan, a successful automobile business entrepreneur, ventured into the organic fertilizer business, as this product was in high demand and extensively used by paddy farmers in Malaysia and was subsidized by the government. However, Hicotech failed to get government contract to supply organic fertilizer under the government subsidy program. As such, it had to compete in the open market which was dominated by already-established Chinese entrepreneurs. At the beginning, SOF was doing well in the market, but, during 2007, Hicotech experienced great financial loss due to its mismanagement of collecting payment from its customers. Hicotech tried to work in partnership with ABH Mega Sendirian Berhad to overcome its financial difficulties. However, due to some disagreements, the collaboration was terminated within a short period of time. From 2005 to the end of 2009, Hicotech was not able to pay any royalties to MARDI and the license of Hicotech was to expire in February 2010. Haji Sani was trying to get a solution to revive SOF in the market. Moreover, he was confused whether to renew the license of SOF IPR with Hicotech or to search for another company.

Using this case, students can learn how a small- and/or medium-scale companies can strategize their new product launch. Based on the given industry scenario, students can realize the potential challenges that are related to launching a new product. Furthermore, this case demonstrates that producing a high-quality product is not enough to succeed in the market; the right strategy also plays an important role in making it successful. Last, it can be also learned that proper managerial control and financial support are two important factors that contributes in any business success. Overall, strategic marketing/management students will learn the importance of adopting proper strategy, while the students who are undertaking the new product development course benefit by seeing the practical situation of a new product launch, its rise and its fall.

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

Marketing Management, Consumer Behavior.

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

This case illustrates the challenges related to creating awareness toward green environment in Malaysia. It revolves around the issues pertaining food losses and waste along the supply chain from farms to table. Food losses and waste are of the important manifestations of the inefficiencies that plague our food systems. Statistics by the Food and Agriculture Organization (FAO) reported that around 1.3 billion tons of food is lost and wasted every year in the world. In Malaysia, the estimated food loss is around 400,000 tons in 2015 and is increasing every year. The amount of food loss could feed around 370,000 people in a year. It is recognized that household and individual behaviors have a great impact on the environment. The individual and household behavior contributed to ecological imbalance. Personal consumption and behavior create large-scale problems such as climate change, pollution, biodiversity loss, and natural resources depletion. Green behavior relates to activities that minimizes harm to the environment. These include minimizing energy use, utilizing efficient technologies, and reducing food waste and food loss. There is increasing policy interest on managing green behavior to ensure sustainable living and environment in Malaysia. Ministry of Agriculture and Agro-based Industry (MOA) aims to embark a Green Initiative that focuses on the management of food loss and food waste. The Minister has directed The Malaysian Agricultural Research and Development Institute (MARDI) to lead the project. The Director General of MARDI requested Dr Ain Hanim, the director of Corporate Communication Centre to come out with a proposal. This proposal will be discussed at the management meeting at the middle of March, so that the Director General could present it at the Ministry’s management meeting. Taking account the whole picture, Dr Ain Hanim is now contemplating whether to propose a strategic planning that focuses on either (1) to run nationwide awareness campaign on food loss and waste (FLW), (2) to conduct impactful studies on current Malaysian Save Food (MYSaveFood) awareness campaign, or (3) to implement new policies on reducing FLW, food rescue, and food safety. Different strategy requires different amount of budget and also creates different level of impacts. She is in dilemma on which options should be the best for Malaysia.

The objective of this case is as follows:

• to introduce students about the MySaveFood awareness programs in order to develop their understanding about the need for saving foods;

• to expose students to the green concepts such as food loss and food waste; and

• to train students on identifying factors and strategies that can lead to find a solution in regard to implement green activities.

to introduce students about the MySaveFood awareness programs in order to develop their understanding about the need for saving foods;

to expose students to the green concepts such as food loss and food waste; and

to train students on identifying factors and strategies that can lead to find a solution in regard to implement green activities.

New product development (NPD), entrepreneurship and strategic management.

Advanced undergraduate, MBA/MSc in Marketing and Management course that cover the topics on NPD.

This case illustrates that commercialization of a new product requires a proper strategic direction to make it a reality. The case fact is positioned in livestock feed industry centered on commercialization of a newly developed urea-molasses mineral block (UMMB) or called Nutriblock. Dr Wan, a Senior Principal Research Officer of Malaysian Agricultural Research and Development Institute (MARDI), developed food supplement for ruminants which contained urea, molasses, vitamins, minerals and other nutrients. Dr Wan believed that the UMMB was a better quality food supplement compared to products in the markets because it contained 12 raw feed ingredients and an anthelmintic medication. After almost 10 years of research, in 2003, Dr Wan completed his research and, thus, wanted to get a suitable way to commercialize this product. He had two options: commercializing the technology through licensing of intellectual property right (IPR), or to transfer it as a public domain. The Business Development Unit(BDU) was responsible for the former option, whereas Centre for Promotion and Technology Transfer (CPPT) was in charge for the latter. At the beginning of2006, MARDI decided to commercialize the Nutriblock through licensing the IPR to March Avenue Technology Sendirian Berhad (March Avenue), a newly formed company. March Avenue was formed byKarthiir, a lawyer and Ma Irwan, an electrical engineer. The operation was going smoothly for the first two years. However, problem started in 2008 when Karthiir left the company due to some disagreement with Ma Irwan. Since then, March Avenue failed to achieve its sales target that seriously affected its profit level. Moreover, it suffered from internal management problem. The company finally closed down at the end of 2009. By this four year of operation, March Avenue failed to pay any royalty to MARDI. This circumstance forced Dr Wan to think seriously about his next move regarding choosing the right way of commercializing his Nutriblock. MARDI requested him to give his opinion by January 15, 2010 about whether to give another chance to BDU to commercialize this technology through IPR or to go for public domain under CPPT?

Using this case, students can learn that new product development and its commercialization requires proper strategic directions. It illustrates the importance of managing the commercialization of a new product effectively. NPD involves many stages, and it is important to manage every stage properly. This is because a “high-quality product” and/or a “new to the market” product are not enough to succeed in the market. In other words, producing a “product that meets market needs” must be combined with appropriate strategies.

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

The economic crisis of 1997 necessitates a rethinking of the way Malaysia manages its economy. The call for a re‐examination of the government's role in the economy necessitates an analysis of the government's past economic performance. This paper analyses the impact of a particular Malaysian government's policy, namely the creation of a Bumiputera Commercial and Industrial Community (BCIC). For purposes of analysis, this paper focuses on BCIC development in the food‐processing industry. The government has provided various support (such as, marketing, skill‐upgrading, technology) to Bumiputera in the food‐processing industry. This study uses a discriminant analysis to distinguish the characteristics of institutional support beneficiaries from those of non‐beneficiaries. The results of the study show that Bumiputera entrepreneurs who received and those who do not receive institutional supports, differ significantly in six characteristics. The six characteristics are entrepreneurs' level of education, their need‐for‐achievement, locus of control, communicative behaviour, firms' productivity, and level of process innovation. This study shows that those who have received institutional supports tend to have higher entrepreneurial qualities and firms that received institutional supports were more productive and innovative.

The purpose of this study was to determine the extent to which academic researchers consider the relationship between broadband access and children’s information seeking in the United States. Because broadband has been cited as an essential element of contemporary learning, this study sought to identify gaps in the attention given to the role of broadband in the information seeking environment of youth.

The researchers conducted a mixed method synthesis of academic research published in peer-reviewed journals between 1991 and 2011 that reported the information seeking of children aged 5–18 years. Quantitative and qualitative data were gathered from leading databases, analyzed separately, and conclusions drawn from integrated results.

The results of this study indicated that broadband is rarely considered in the design of children’s information seeking published in peer-reviewed research journals. Only 15 studies showed any presence of broadband in study design or conclusions. Due to the small number of qualifying studies, the researchers could not conduct the synthesis; instead, the researchers conducted a quantitative relationship analysis and qualitative content analysis.

Given the focus of policymaking and public discussion on broadband, its absence as a study consideration suggests a crucial gap for scholarly researchers to address.

The data set included only studies of children in the United States, therefore, findings may not be universally applicable.

Despite national imperatives for ubiquitous broadband and a tradition of information seeking research in library and information science (LIS) and other disciplines, a lack of academic research about how broadband affects children’s information seeking persists.

This article aims to examine how the interactions and perceptions of users from a defined domain, i.e. science education, vary across different groups of teachers while retrieving video. Given the prevalence of digital resources in use in education today, it is critical to assess users’ perspectives and experiences for retrieving information across different contexts and individual user groups.

Interactive search experiments with 28 users were performed. A pre-experiment questionnaire collected the demographic information used to form groups for comparison in the present study. Users attempted six experimenter-developed topics using a prototype video retrieval system; experimental measures were recorded, including all actions, completion rates, errors and durations. Users rated their experiences and levels of satisfaction with different aspect of the system after each search topic. Data analyses included mean comparisons across the different groups.

A variety of influences emerged from the results, including significant variations among teachers’ interactions, levels of satisfaction and expectations across different groups of users.

Understanding the interactions and perceptions when retrieving digital video provides insights for information professionals on how to better support the needs of different users. If systems are not taking into account users and context, there can be a mismatch between the needs of users and interactive systems, which can lead to low perceptions and further underuse of digital resources.

Although similar influences on digital libraries have been analysed in other contexts, they have not been directly assessed, as they specifically pertain to experiences with and perceptions of video.

This paper describes the experiences and the contentious issues on eight existing PPAs in Nepal with varying type of investment, the key areas where IPPs are treated fairly and the areas where IPPs are discriminated against by the clauses are highlighted. Power Purchase Agreements on IPPs in Nepal are of three types: with foreign investment, local investment and investment in JV with the Utility. A critical issue in designing power purchase agreements is to create a level playing field for the players to secure successful and sustainable IPPs and PPAs. To create this environment, discriminatory clauses or unequal treatment to IPPs in the key issues of the PPAs should be avoided; the key issues being power purchase guarantees, force majeure guarantees, financial and foreign exchange guarantees, operation guarantees, and guarantees concerning insurance and dispute resolution. The analysis shows that discriminatory clauses and unequal treatment are present in the key issues of the agreements.

Investigates resource sharing activities undertaken by agricultural libraries in Malaysia. It was found that resource sharing was basically limited to interlibrary lending and document delivery activities. On the average, each scientist from the participating research institutions made 1.25 document delivery and interlibrary loan requests per annum. Nearly 74 percent of these requests were met from local libraries. The participating libraries preferred to make their overseas document delivery requests to the BLDSC. Only a limited resource sharing activity was observed between the participating libraries and libraries in the ASEAN region. Heads of the participating libraries were in favour of a “loose” resource sharing scheme where it should be at their discretion to decide with whom to share their resources and at what level. The study offers several suggestions for improving resource sharing activities among agricultural libraries in Malaysia.