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In the prior literature, the motivation to adopt wearable fitness technology (WFT) has been linked with either intrinsic or extrinsic. However, how the subcategories of extrinsic motivations (identified, introjected and external) affect the consumers’ WFT adoption decision remains sparse. Furthermore, do regulatory focus (prevention vs promotion) and gender differences the effects of different motivations on WFT adoption is almost unknown in the health-care marketing literature. This study aims to fill the above-mentioned gap and to unfold the WFT adoption beyond the traditional motivation by incorporating the organismic integration theory (part of self-determined theory) and regulatory focus theory.

This study used a questionnaire-based survey. Using the “AMOS” survey, questionnaire responses of 641 respondents were analyzed and validated by using structural equation modeling. All the variables were adopted from the literature.

The results show that intrinsic, identified and external motivations have the greatest impact on consumers’ decisions, while introjected motivation was not significant directly. The moderation effects of regulatory focus are significant in such a way that prevention focus influences the introjected motivation and promotion focus affects the external motivation and WFT adoption decision. Furthermore, the findings on gender moderation suggest that women are more intrinsically motivated, and men are more externally motivated for WFT adoption.

The new insights and contributions of this study provide a better understanding of WFT adoption and help sellers develop more effective marketing strategies.

This study incorporates subcategories of extrinsic motivations to provide a deeper understanding of consumers’ behavior. Furthermore, this study applies a unique framework of organismic integration theory to consumers’ WFT adoption. It is also among very few research that investigate regulatory focus and gender impact on consumers’ WFT adoption.

This paper aims to highlight how the six sigma methods helped the medical equipment manufacturing company in finding and analysing the root causes that lead to the reduction in production rate, rejection rates, quality and other major causes that lead to the reduction in productivity of the blood bags manufacturing unit.

Given the critical nature of blood bag manufacturing Six Sigma was chosen as the primary methodology for this research since Six Sigma’s data-driven approach provides a structured framework to identify, analyse and rectify inefficiencies in the production processes. This study proposes the Six Sigma DMAIC (D-Define, M-Measure, A-Analyse, I-Improve, C-Control) encompassing rigorous problem definition, precise measurement, thorough analysis, improvement and vigilant control mechanisms for effectively attaining predetermined objectives.

The paper demonstrates how the Six Sigma principles were executed in a blood bag manufacturing unit. After a detailed and thorough data analysis, it was found that a total of 40 critical-to-quality factors under the five drivers such as Machine, Components, Inspection and Testing, People and Workspace were influential factors affecting the manufacturing of blood bags. From the study, it is identified that the drivers such as inspection and testing, components and machines contribute significantly to increasing productivity.

The paper offers valuable strategic insights into implementing Six Sigma methodologies within the specific context of a blood bag manufacturing unit. The Six Sigma tools and techniques used by the project team to solve issues within the blood bag manufacturing unit can be used for similar healthcare organizations to successfully deploy Six Sigma. The insights from this research might not be directly applicable to other manufacturing facilities or industries but can be used as a guiding reference for researchers and managers.

The current state of scholarly literature indicates a significant absence in the examination of Six Sigma methodologies designed specifically to improve production output in healthcare equipment manufacturing. This paper highlights the application of Six Sigma principles to enhance efficiency in the specific context of blood bag manufacturing.

The hospitality and tourism industry is strongly influenced by new and immersive technologies, such as augmented reality (AR), to enhance customer experiences across a diverse set of touchpoints throughout the visitor journey. This paper aims to provide a holistic understanding of AR marketing for this industry context, present a number of fundamental premises of AR marketing within it and establish an agenda for future AR research.

This study reviews current literature on AR marketing, hospitality and tourism and industry use cases for the creation of a proposed conceptual framework to guide scholars and managers. Based on that, the authors propose fundamental premises.

The three fundamental premises of AR marketing presented are the need to clearly differentiate between AR and virtual reality within hospitality and tourism; the use of AR for the on-trip experience; and the combined focus on content, context, customer and computing devices for a successful strategic implementation of AR.

This study serves as a first point of reference for the strategic integration of AR into hospitality and tourism marketing, both from an industry and academic point of view.

The authors provide a number of managerial recommendations based on our three fundamental premises.

To the best of the authors’ knowledge, this study is one of the first to holistically characterize AR marketing in the hospitality and tourism context. It also highlights the fundamental premises of successful AR marketing and future directions of AR research today and in a spatial computing future.

This study aims to investigate the impact of ex-ante regulatory interventions on emerging digital markets related to data sharing and combination practices. Specifically, it evaluates how such interventions influence market contestability by considering data network effects and the economic value of data.

The research uses agent-based modeling and simulations to analyze the dynamics of value generation and market competition related to the regulatory obligations on data sharing and combination practices.

Results show that while the promotion of data sharing through data portability and interoperability has a positive impact on the market, restricting data combination may damage value generation or, at best, have no positive impact even when it is imposed only on those platforms with very large market shares. More generally, the results emphasize the role of regulators in enabling the market through interoperability and service multihoming. Data sharing through portability fosters competition, while the usage of complementary data enhances platform value without necessarily harming the market. Service provider multihoming complements these efforts.

Although agent-based modeling and simulations describe the dynamics of data markets and platform competition, they do not provide accurate forecasts of possible market outcomes.

This paper presents a novel approach to understanding the dynamics of data value generation and the effects of related regulatory interventions. In the absence of real-world data, agent-based modeling provides a means to understand the general dynamics of data markets under different regulatory decisions that have yet to be implemented. This analysis is timely given the emergence of regulatory concerns on how to stimulate a competitive digital market and a shift toward ex-ante regulation, such as the regulatory obligations to large gatekeepers set in the Digital Markets Act.

This chapter examines the ICC Advertising and Marketing Communications Code of 2018. The primary themes of this Code are advertising and marketing communications. This is a lengthy Code – in addition to an Introduction, it has been developed over four chapters and two annexes. The ‘technologically enhanced’ marketing communications seem to have prompted the International Chamber of Commerce to draft this Code of Conduct.

This Code emphasised the self-regulatory Codes of Conduct in the hope that self-regulatory codes of conduct should convince customers of their social responsibility. This Code also believes that high sense of social responsibility will achieve the principal purpose of it. This Code should be more useful if the member States take it seriously and implement its provisions in their own interests.

This study explores how predictor variables (value congruence and customer–AI-assisted exchanges) lead tourism businesses to meet customer needs through contactless technology and enhance their willingness to pay more.

The research model was designed from the perspective of consumer-brand relationships and acceptance of AI device use. This study collected and analyzed 647 valid questionnaires using the structural equation modeling (SEM) approach.

The findings indicate that value congruence and customer-AI-assisted exchanges (CAIX) affect intimacy. Intimacy affects satisfaction and the willingness to pay more for contactless technological services. Moreover, brand trust and sensory brand experience play a role in moderating contactless technological services.

Effective interactions between customers and AI-assisted services significantly contribute to overall satisfaction. When AI systems can understand and respond appropriately to customer queries, needs, and preferences, they enhance customer experience and satisfaction levels, increasing overall customer satisfaction with AI services.

Persons with disabilities (PwD) are generally less likely to be employed than the general population. The paper aims to investigate whether access to assistive technologies (AT) impacts labour force participation in the disabled population.

The study utilises the nationally representative survey on disability in India conducted in 2018 through multi-stage sampling by the Ministry of Statistics and Programme Implementation (MOSPI), Government of India. The instrumental variable (IV) approach has been employed to infer causality between AT and labour market participation.

The study found that the labour force participation rate (LFPR) in India amongst the disabled population was 29% in the age group of 15–65 years in 2017–2018, as compared to 52% in the general population. Around two-thirds of the PwD respondents who were advised to acquire aid appliances acquired them, implying limited access to AT. The probability of LFPR in disabled population increases by 26.6% with access to AT particularly in urban areas.

Persistent issues such as lack of adequate amenities, poor literacy and a lack of vocational skills need to be addressed to improve labour market outcomes for the disabled population in rural areas.

Despite its role in promoting distributive justice and inclusive development, research on equity gaps in access to AT and its impact on labour market outcomes is scant. This is the first paper that provides empirical evidence on the impact of access to AT on LFPR in the context of low- and middle-income countries.

Purpose: This study explores the growing significance of environmentalism and sustainability in the contemporary business landscape. Focussing on aligning industries with evolving consumer expectations, the research seeks to understand the awareness surrounding environmental conservation, sustainable development, and the adoption of an environmentally conscious lifestyle.

Need for the study: With environmental consciousness on the rise, understanding the initiatives taken by organisations and the utilisation of digital platforms for environmental advocacy becomes crucial. The study addresses the need to unwind the cultural shift towards sustainability and assess the effectiveness of green marketing practices in the digital age.

Methodology: A triangulation approach is employed, integrating secondary data from literature research with information from company reports and databases. The literature survey provides extensive insights into green marketing practices, forming the basis for an in-depth analysis. The comparative analysis and integration of findings from both sources aim to draw a comprehensive picture, identifying areas of agreement and disagreement.

Findings: The study provides robust evidence supporting the effectiveness of green marketing practices in the digital age. Convergence between academic literature and real-world corporate practices underscores the consistency in approaches adopted by companies in leveraging digital technology to advance environmental sustainability.

Practical implications: The findings suggest that theory and practice converge on various aspects of green marketing, indicating its profound impact on culture, behaviours, and strategies. This research informs businesses and policymakers about the tangible benefits and shared responsibility of incorporating green practices in corporate strategies, fostering a sustainable future.

Artificial intelligence (AI) applications are increasingly used for day-to-day operations in healthcare. Each has a relatively limited scope or task, and several find application in managerial and organizational processes. More and more, AI and machine learning (ML) devices have received US FDA approval in the last decade. This chapter covers the main AI applications in healthcare, with a focus on organizational AI solutions (administrative AI), the main AI developers, their investment and real-world data and case studies in healthcare and other sectors. AI can be applied in resource management and procurement, resource allocation, clinical case management, staff work shift scheduling and handling of emergencies. AI applications are becoming ubiquitous in hospital (e.g. emergency room and operating theatre) and outpatient settings (e.g. ambulatory care and dentistry clinics). Their implementation is expected to bring direct benefits for patient care and satisfaction. This chapter gives a broad definition of AI in healthcare settings, with a focus on administrative applications and their use in case study data.

This paper aims to explore why a country with significant under-investment in water infrastructure has not successfully imposed domestic water charges. Drawing on an economization lens, it examines how an economy emerged in the imposition of water charges but was subsequently hidden due to their politically motivated suspension.

Drawing on documentary evidence, a theoretically informed examination of the “economization” process is set out. This examination recognizes the central role sustainability plays in water management but illustrates how sustainability must be integrated with environmental, social, economic, cultural and political factors.

The findings set out the challenges experienced by a state-owned water company as they attempt to manage domestic water charges. The paper reveals that while the suspension of water charges has hidden the “economy” within government subvention, the economic and sustainable imperative to invest in and pay for water remains, but is enveloped within a political “hot potato” bringing about a quasi-political/quasi-economic landscape.

The findings demonstrate how the effective and sustainable management of domestic water supply requires collaboration between multiple participants, including the government, the European Union, private citizens and the water protest movement.

While highlighting the challenges faced by a country that has seriously under-invested in its water resources, the paper reflects the societal consequences of charging individuals for water, raising important questions about what water actually is – a right, a product or a political object.

Showing how an economy around domestic water supply in Ireland was revealed, but subsequently hidden in “the political”, the paper illustrates how sustainability is as much about economics and politics as it is about ecological balance and natural resources.