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This study aims to investigate the morphing concepts able to manipulate the dynamics of the downstream unsteadiness in the separated shear layers and, in the wake, be able to modify the upstream shock–boundary layer interaction (SBLI) around an A320 morphing prototype to control these instabilities, with emphasis to the attenuation or even suppression of the transonic buffet. The modification of the aerodynamic performances according to a large parametric study carried out at Reynolds number of 4.5 × 10⁶, Mach number of 0.78 and various angles of attack in the range of (0, 2.4)° according to two morphing concepts (travelling waves and trailing edge vibration) are discussed, and the final benefits in aerodynamic performance increase are evaluated.

This article examines through high fidelity (Hi-Fi) numerical simulation the effects of the trailing edge (TE) actuation and of travelling waves along a specific area of the suction side starting from practically the most downstream position of the shock wave motion according to the buffet and extending up to nearly the TE. The present paper studies through spectral analysis the coherent structures development in the near wake and the comparison of the aerodynamic forces to the non-actuated case. Thus, the physical mechanisms of the morphing leading to the increase of the lift-to-drag ratio and the drag and noise sources reduction are identified.

This study investigates the influence of shear-layer and near-wake vortices on the SBLI around an A320 aerofoil and attenuation of the related instabilities thanks to novel morphing: travelling waves generated along the suction side and trailing-edge vibration. A drag reduction of 14% and a lift-to-drag increase in the order of 8% are obtained. The morphing has shown a lift increase in the range of (1.8, 2.5)% for angle of attack of 1.8° and 2.4°, where a significant lift increase of 7.7% is obtained for the angle of incidence of 0° with a drag reduction of 3.66% yielding an aerodynamic efficiency of 11.8%.

This paper presents results of morphing A320 aerofoil, with a chord of 70cm and subjected to two actuation kinds, original in the state of the art at M = 0.78 and Re = 4.5 million. These Hi-Fi simulations are rather rare; a majority of existing ones concern smaller dimensions. This study showed for the first time a modified buffet mode, displaying periodic high-lift “plateaus” interspersed by shorter lift-decrease intervals. Through trailing-edge vibration, this pattern is modified towards a sinusoidal-like buffet, with a considerable amplitude decrease. Lock-in of buffet frequency to the actuation is obtained, leading to this amplitude reduction and a drastic aerodynamic performance increase.

The purpose of this paper is to improve autonomous flight performance of a fixed-wing unmanned aerial vehicle (UAV) via simultaneous morphing wingtip and control system design conducted with optimization, computational fluid dynamics (CFD) and machine learning approaches.

The main wing of the UAV is redesigned with morphing wingtips capable of dihedral angle alteration by means of folding. Aircraft dynamic model is derived as equations depending only on wingtip dihedral angle via Nonlinear Least Squares regression machine learning algorithm. Data for the regression analyses are obtained by numerical (i.e. CFD) and analytical approaches. Simultaneous perturbation stochastic approximation (SPSA) is incorporated into the design process to determine the optimal wingtip dihedral angle and proportional-integral-derivative (PID) coefficients of the control system that maximizes autonomous flight performance. The performance is defined in terms of trajectory tracking quality parameters of rise time, settling time and overshoot. Obtained optimal design parameters are applied in flight simulations to test both longitudinal and lateral reference trajectory tracking.

Longitudinal and lateral autonomous flight performances of the UAV are improved by redesigning the main wing with morphing wingtips and simultaneous estimation of PID coefficients and wingtip dihedral angle with SPSA optimization.

This paper originally discusses the simultaneous design of innovative morphing wingtip and UAV flight control system for autonomous flight performance improvement. The proposed simultaneous design idea is conducted with the SPSA optimization and a machine learning algorithm as a novel approach.

The purpose of this paper is to obtain values that stabilize the lateral and longitudinal flight of the quadrotor for which the morphing amount and the best Proportional-Integral-Derivative (PID) coefficients are determined by using the simultaneous perturbation stochastic approximation (SPSA) optimization algorithm.

Quadrotor consists of body and arms; there are propellers at the ends of the arms to take off and rotors that rotate them. By reducing the angle between mechanism 1 and the rotors with the horizontal plane, the angle between mechanism 2 and the arms, the rotors rise and different configurations are obtained. Conventional multi-rotor aircraft has a fixed fuselage and does not need a tail rotor to change course as helicopters do. The translational and rotational movements are provided by the rotation of the rotors of the aircraft at different speeds by creating moments about the geometric center in 6-degree-of-freedom (DOF) space. These commands sent from the ground are provided by the flight control board in the aircraft. The longitudinal and lateral flight stability and properties of different configurations evaluated by dynamic analysis and simulations in 6 DOF spaces are investigated. An algorithm and PID controller are being developed using SPSA to achieve in-flight position and attitude control of an active deformable aircraft. The results are compared with the results of the literature review and the results of the previous article.

With SPSA, the best PID coefficients were obtained in case of morphing.

The effects of quadrotor arm height and hub angle changes affect flight stability. With the SPSA optimization method presented in this study, the attitude is quickly stabilized.

With the optimization method, the most suitable PID coefficients and angle values for the lateral and longitudinal flight stability of the quadrotor are obtained.

The transition rate and PID coefficients are determined by using the optimization method, which is advantageous in terms of cost and practicality.

With the proposed method, the aircraft can change shape to adapt to different environments, and the parameters required for more stable flight for each situation will be calculated, and this will be obtained more quickly and safely with the SPSA optimization method.

The purpose of this research paper is to recover the autonomous flight performance of a mini unmanned aerial vehicle (UAV) via stochastically optimizing the wing over certain parameters (i.e. wing taper ratio and wing aspect ratio) while there are lower and upper constraints on these redesign parameters.

A mini UAV is produced in the Iskenderun Technical University (ISTE) Unmanned Aerial Vehicle Laboratory. Its complete wing can vary passively before the flight with respect to the result of the stochastic redesign of the wing while maximizing autonomous flight performance. Flight control system (FCS) parameters (i.e. gains of longitudinal and lateral proportional-integral-derivative controllers) and wing redesign parameters mentioned before are simultaneously designed to maximize autonomous flight performance index using a certain stochastic optimization strategy named as simultaneous perturbation stochastic approximation (SPSA). Found results are used while composing UAV flight simulations.

Using stochastic redesign of mini UAV and simultaneously designing mini ISTE UAV over previously mentioned wing parameters and FCS, it obtained a maximum UAV autonomous flight performance.

Permission of the directorate general of civil aviation in the Republic of Türkiye is essential for real-time UAV autonomous flights.

Stochastic redesign of mini UAV and simultaneously designing mini ISTE UAV wing parameters and FCS approach is very useful for improving any mini UAV autonomous flight performance cost index.

Stochastic redesign of mini UAV and simultaneously designing mini ISTE UAV wing parameters and FCS approach succeeds confidence, highly improved autonomous flight performance cost index and easy service demands of mini UAV operators.

Creating a new approach to recover autonomous flight performance cost index (e.g. satisfying less settling time and less rise time, less overshoot during flight trajectory tracking) of a mini UAV and composing a novel procedure performing simultaneous mini UAV having passively morphing wing over certain parameters while there are upper and lower constraints and FCS design idea.

Cross-border e-commerce live streaming morphs into an epidemic shopping scenario, yet there is a paucity of research on impulse purchasing in this context. The purpose of this study is to empirically investigate the adoption motivation of cross-border e-commerce live streaming and its influence mechanism on intrinsic response and purchase impulse and to highlight the mediating role of browsing behavior.

Based on the use and gratification lens, a new conceptualization model is established to captivate the theoretical relationships between perceived stimuli, individual attitudes, browsing behavior and impulsive purchases. A questionnaire survey was used to collect cross-sectional data from 427 Malaysian consumers and the estimated framework was validated through AMOS-structural equation modeling technique.

The findings confirm that perceived interactivity, perceived information usefulness and perceived enjoyment significantly influenced positive attitudes toward live-streaming, which in turn induced impulsive purchases; however, perceived affective gratification did not stimulate positive attitudes. Consumers’ utilitarian browsing had a stronger effect on impulse purchases than hedonic browsing and utilitarian browsing behavior mediated the relationship between positive attitudes and impulse buying; however, hedonic browsing had neither a direct nor a mediating effect on impulsive purchases.

This research enhances the literature on the impact of cross-border e-commerce live streaming, an emerging technology, on consumer behavior and offers managerial implications for e-commerce practitioners to gain insights into consumer impulse purchasing behavior.

The findings revamp conventional knowledge and provide new angles for understanding the formation mechanisms of impulse purchases, motivations for virtual media use and browsing behavior mediating effects in the context of live streaming.

Career burnout is prevalent in the PR industry, precisely when demand for professionals is increasing. While career burnout has been included in studies and theorising on professionalism and feminisation, issues with turnover and burnout remain.

Using a grounded theory approach, this qualitative study draws upon the lived experiences of 30 current and former female Australian PR professionals to gain an understanding of how they perceive signs of career burnout and the factors that contribute to it.

Career burnout is an occupational syndrome whereby someone gradually morphs from being highly motivated in their role to emotionally exhausted, cynical and/or experiencing feelings of failure. It is a protracted response to chronic workplace demands and stressors, and includes three dimensions: emotional exhaustion, depersonalisation and reduced personal accomplishment. It is specifically a workplace phenomenon, distinguished from anxiety and depression, which can emerge in any context.

A key contributor to career burnout were PR-specific workplace stressors that were perceived to stem from a lack of respect for, or understanding of, PR as a profession. The stressors included the need to‘prove the spend’of PR, unreasonable deadlines, clients disregarding advice or counsel, as well as broader societal perceptions of PR as ‘spin doctors’. This often led to the PR practitioner undertaking work that went against their own advice or resulted in unsuccessful organisational outcomes they felt could have been avoided had their advice been listened to and valued. The workplace factors contributing to burnout overlap in complex ways and the study supports the idea that burnout is a product of situational contexts, despite being acutely felt at the individual level.

The purpose of this critical review is to address issues with the current school of thought that diversity must come before inclusion in the diversity, equity and inclusion (DEI) process and propose an alternate solution.

This review takes a critical constructionist lens such that changes in social norms have morphed over time, refining the meaning and implementation of DEI initiatives in research and the workplace. This review is framed within the context of hospitality organizations.

The conflicting results in DEI research (whether DEI practices are positive or negative) are explained by diversity being the core factor. It is proposed that inclusion is the starting place and determinant of success in creating a diverse workforce. If inclusion comes first and is followed by equitable treatment, then diversity (and diverse representation) naturally follows.

This review offers a novel perspective on the relationship between diversity, equity and inclusion, which was previously ambiguous. Research rarely includes all three as variables in the past, and does not use diversity as an outcome, but rather as a starting point.

This research suggests that unless an organization begins with an inclusive climate, there will be no benefit to having diverse candidates, nor will there be long-term retention of a diverse staff. It is recommended to begin with inclusion, implement equitable practices and diversity will increase through the enacted and espoused values.

After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the challenges involved in the decision-making in integrating online and offline marketing strategies, evaluate the advantages and disadvantages of online and offline marketing and motivate students to apply marketing strategies to real-world business situations

Deepa Kumar, the founder of Yashram Lifestyle, had successfully built a niche brand with a strong online presence in the lingerie industry. Yashram Lifestyle was known for its innovative products and commitment to addressing the real-life vulnerabilities faced by women at different stages of life. With a vision to be a one-stop destination for all intimate and practical needs of women and girls, Yashram had introduced unique products such as period panties, starter bras, incontinence underwear and hygiene panties. On the contrary, Kumar acknowledged that offline marketing strategies, such as pop-up stores, collaborations with physical retailers and participation in industry events, could provide valuable insights into customer preferences, enhance brand visibility and foster direct customer engagement. Offline channels might also enable Yashram Lifestyle to better understand the market dynamics and further drive product innovation. However, owing to the associated costs, logistics and potential risks, Kumar was apprehensive about venturing into offline marketing. She wondered whether Yashram Lifestyle had the necessary assets and expertise to successfully scale up its operations while making these alternate decisions. Furthermore, she questioned herself whether offline marketing efforts would be worth the investment and whether they could lead to substantial growth and increased market share for Yashram Lifestyle.

The purpose of this case study is to provoke critical thought among undergraduate and postgraduate business and management students about Kumar’s potential course of action for Yashram Lifestyle to engage in offline marketing. It applies to the implementation of marketing strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

This study aims to explore what characteristics contribute to the definition of relevance in business-to-business (B2B) marketing research and how/why different strands of B2B marketing maintain or lose their relevance.

This study is conceptual. It adopts a performative-phenomenal standpoint for B2B marketing research and approaches relevance through the concept of episteme, which is considered pivotal for understanding this phenomenon.

This study proposes four axioms that define the characteristics of relevance in B2B marketing research and discusses their implications for scholars and practitioners. Consequently, an action plan for revitalizing B2B marketing research is developed, comprising learning and temporal dimensions, resulting in nine different relevance types.

The central argument put forward in this study is that different research strands of B2B marketing have deeply rooted epistemic underpinnings that influence their interpretation of relevance. Consequently, fostering dialogue between practitioners and scholars is considered necessary to sustain relevance in B2B marketing research. B2B scholars are urged to think beyond their subspecialized silos and acknowledge how the business environment and the various strands of B2B marketing congruently shape B2B marketing relevance, while also embracing research methods that bring them closer to business practice.

Marketing practitioners and academics continue to drift apart. This study puts forward three recommendations to bring marketing academics and practitioners closer together.

The study contributes to the B2B marketing literature by grappling with the theory-praxis gap and critically exploring what constitutes relevance in B2B marketing research.