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Information for this case was gained first-hand as the case authors are also the protagonists. Care was taken to ensure case material was presented in an unbiased and accurate manner.

Sherry Finney, co-manager and partner at Escape Outdoors (EO), North Sydney, Nova Scotia, has just about completed a social media campaign collaboration with Cape Breton outdoor influencers, Davey and Sky. This was the company’s first collaboration with social influencers, and EO had done it to increase their follower base, particularly on Instagram. Defining measures of success was the task now facing Finney and her Sales and Marketing Assistant, Megan Penney. The campaign costs were in the range of $500, and if EO were to do this campaign again, they needed to understand the pros and cons and if it was a success. The campaign would end in a few days, and before it was finalized, Finney and Penney had to decide what final metrics would be required for evaluation and, specifically, how the campaign would be evaluated.

This case is intended for courses in social media marketing, marketing management, marketing analytics, digital marketing or entrepreneurship. The typical user of this case will be an undergraduate or graduate business student who has completed an introductory marketing concepts course.

Despite the world’s effort in grappling with the coronavirus disease that has affected many sectors globally, knowledge and research on the COVID-19 pandemic as well as on the halal food and beverage industry remain limited, particularly in Brunei Darussalam. Hence, the purpose of this paper is to investigate the challenges that small- and medium-sized enterprises (SMEs) in the halal food processing industry face amid the COVID-19 pandemic in the sultanate.

A qualitative approach based on four semi-structured interviews was employed using a purposive sampling of managers and business owners of the manufacturing SMEs. Several government agencies were also interviewed to further supplement the findings. This paper also uses the support from a review of relevant academic journal articles, and other secondary data including newspapers and websites, to uncover the hindering factors surrounding the phenomenon.

Four themes emerged, covering four overarching and inter-related challenges including limited production; closure of retail stores; delay in exporting; and less sales to cover overheads.

This study positively contributes to the understanding of the challenges that the COVID-19 pandemic has brought into the country as well as adds and enriches the halal research sphere. Several implications for the SMEs, policymakers, as well as academic scholars, and limitations are also discussed.

To the best of the authors’ knowledge, this study is among the first to investigate the halal food processing industry in Brunei Darussalam especially, during the time of uncertainties such as the COVID-19 era. The paper’s value also lies in addressing the gap that there is a need to study on the impact of this outbreak on SMEs in the developing countries, inclusive of Brunei Darussalam.

This chapter presents theoretical and empirical studies that investigate the influence of digital culture on the educational process of university students where mobile devices and the internet have become increasingly present as resources in everyday school life. The researchers investigate how such devices and the internet interact with university environments in ways that change the more traditional academic practices, such as reading, writing, and studying. Moreover, in the context of what has been widely labeled as humanities studies, interest has grown in understanding how “culture” may be studied via varied strands of interpretative lines of inquiry, each configured by different methods and ways of reflection. At master education levels, digital technology becomes even more present as a means of academic activity and, as a result, amplifies the impacts of digital culture on contemporary university culture. The purpose of this work is to study the concept of culture, digital culture, and scholarly culture, and, on a second approach, to review aspects of the development of communication methods and their impacts on university educational environments. As a methodological theoretical procedure, this research builds on authors who have raised practical and scholarly cultural questions, such as Pierre Bourdieu, Pierre Levy, Raymond Williams, Roger Chartier, Anne Marie Chartier, and Bernard Lahire, among others. This study engages in empirical research with students in an Advertising and Marketing course in a private higher educational institution in the city of Araraquara, which is located in the “interior” of the state of São Paulo in Brazil.

This study builds on previous theoretical work that considered artificial intelligence (AI) and its potential for creating “teacher-centaurs” whose labor could be accelerated through the use of generative AI (Fassbender, in review). The purpose of this paper is to use empirical methods to study centaur teachers and the division of labor (Durkheim, 1893/2013) that arise from outsourcing teaching tasks to AI.

Multiple case study (Stake, 2006) was used to collect data on two secondary English teachers who were early adopters of generative AI. Data included semi-structured interviews as well as ChatGPT chat logs, which helped in describing how teaching approaches evolved using AI technology.

Results showed that teachers used AI for planning, instruction and assessment. AI-augmented teaching practices allowed teachers to complete tasks with greater speed, which in turn increased stamina and short-term work–life balance. Given the novelty of AI, concerns about data privacy and academic integrity raised ethical questions.

ChatGPT’s rise to popularity in 2023 brought with it significant discussions about education, specifically how students would use AI primarily as a tool for plagiarism. This study takes a different focus, considering how early adoption of AI has begun changing teacher labor, offering implications for the future of the teaching profession.

Relationships have changed dramatically in the last 50 years. Fewer couples are marrying, more are cohabiting. Reasons for this shift include more attractive labor market opportunities for women and changing social norms, but the shift may have consequences of its own. A number of models predict that those cohabiting will specialize less than those marrying. Panel data on time use – particularly housework time – as well as on the degree of specialization in more narrowly defined household tasks from the 2001–2019 waves of the Household, Income and Labour Dynamics in Australia survey are used to test this prediction.

The time use data for men provides only limited supporting evidence for specialization. The results for women are much stronger. Women who marry without first cohabiting increase their reported housework time more than those who enter cohabitations (by 3.7 hours versus 1.2 hours). The latter generally make up a third of the difference if they do marry. Expanding the analysis to other uses of time yields some further evidence of specialization.

Survey responses on the degree of specialization are more informative. The raw data show substantial intrahousehold specialization and further analysis reveals that on average married couples specialize more than cohabiting couples. Adding couple-specific fixed effects reveals that specialization increases when cohabiting couples marry. Interestingly, there does not appear to be a substantial tradeoff between tasks; partners who report specializing more on one task are more likely to report specializing on other tasks as well. Given the important roles couples have in family formation and the labor market, it is important to understand this intrahousehold behavior.

Upon completion of this case study, students will be able to identify the key changes in the marketing environment affecting the industry, demonstrate the elements of the marketing mix in the fast-food industry, illustrate the crucial elements of customer value-driven marketing strategy, critique relevant marketing strategies that are crucial for business development and formulate effective market expansion strategies for Al-Chef Cafetaria to achieve sustainable competitive advantage in the VUCA world.

The Al-Chef Cafeteria, established by Ali Arif, one of the partners, became one of the most happening quick service restaurants (QSRs) in Patna. However, the outbreak of the COVID-19 pandemic disrupted the once-thriving fast-food market in the city as the government imposed lockdowns to restrict the onslaught of the pandemic. The relentless waves of the pandemic in the subsequent months severely impacted India and worsened the economic challenges. Consumer behaviour towards outdoor eateries, especially QSRs, became uncertain, which led to the exit of several smaller players in the industry. In June 2021, because of an uncertain future, Arif was forced to contemplate different business trajectories for survival and growth. Arif’s resilience was highlighted, as he endeavoured to revive his dream cafe. To start the café, Arif had quit a stable job in the Middle East. His journey mirrored the broader narrative of businesses navigating uncharted waters as the cafe transformed from a flourishing enterprise to one reeling from adversity and looking forward to undergoing a strategist lens for revival. Against an uncertain business landscape and wavering consumer sentiment, Arif grappled with the question of whether a return to normalcy was possible or if a new-normal system would emerge. This case study highlighted the challenges and uncertainties faced by the Al-Chef Cafeteria post-pandemic and the strategies needed to rewire the previous business model to chart a new growth trajectory.

This case is suitable for postgraduate-level marketing management or sales management (business development) courses in any of the following programmes: MBA programme, PG diploma in marketing management/PG diploma in hospitality and tourism management/PG diploma in sales management/PG diploma in food and beverage service/PG diploma in service management, part-time diploma programmes in management and executive programmes in management.

Teaching notes are available for educators only.

CSS 8: Marketing.

The purpose of this paper is to highlight the importance of cultivating belongingness within an organization. This paper will also indicate ways human resources (HR) practitioners can enhance inclusivity and foster a more diverse workplace.

This paper is written for practitioners who want to create a more inclusive organization. Exploring lessons learned from an environment seemingly disparate from a typical workplace revealed common generalizable themes. HR practitioners can use these themes to better understand the need for an intentionally designed workplace that prioritizes belonging as a means of improving overall organizational efficiency.

Organizations compete globally for market share and consumers, who are nonhomogeneous. Attracting, retaining and growing a diverse talent pool that is representative of their heterogeneous customers will help organizations better understand and adjust to dynamic market demands. Research shows that promoting diversity, inclusion and belongingness in the workplace oftentimes enhances employee performance, improves organizational culture and increases profitability.

Learnings from outdoor adventure sports are explored to garner insight for HR professionals seeking to enhance diversity and inclusion. This paper proposes three ways HR professionals could foster a more diverse environment where employees will be more engaged, empowered and fulfilled: create safe spaces, open access to opportunities and cultivate belongingness.

This study examines the impact of outdoor environments in public rental housing complexes on residents’ psychological restoration, taking into account the interconnectedness of physical and psychological factors in human health. Drawing on Kaplan and Kaplan’s Attention Restoration Theory and Ulrich’s Supportive Design Theory, the research investigates the factors influencing residents’ psychological restoration within these outdoor spaces.

The Perceived Restorativeness Scale (PRS), which is based on the Attention Restoration Theory and the Zuckerman Inventory of Personal Reactions (ZIPERS) are used to assess residents’ restorative experiences. Field research was conducted to collect data on the outdoor environments, and surveys were administered to the residents. The study analyzes the data using SPSS, including both factor and correlation analyses, to explore the relationship between the restorative effect and emotional factors.

The study verified a significant influence of positive emotions in ZIPERS on PRS’ overall restorative effect, thus supporting the utilization of both PRS and ZIPERS factors together to assess comprehensively the impact of outdoor environments on residents’ psychological restoration.

By employing a multidimensional approach involving residents’ experiences and emotions, this study quantified emotional and psychological data, which were hard to quantify. These results provide a basis for developing more objective restoration environment design guidelines and programs in the future.

This study aimed to detect the relationships between mindfulness and events participation, and then between the later and psychological empowerment.

The proposed model's underlying hypotheses were empirically tested with data collected through an online survey addressed to a convenience sample of frequent leisure participants (n = 199). The authors applied the structural equation model (SEM) to confirm the aforementioned relationships. To assess the adequacy of the psychometric properties of the measures, the authors performed a confirmatory factor analysis of the measurement model, with a maximum likelihood estimation method.

Under the effects of the lockdown period environment, the results express a positive relationship between a mindful state of mind – related to observation/attention – and the yearnings and perceptions about the participation in events. This relationship for consistency was proven to be moderated by the perception of the participation importance to the individual subjective well-being/mental health. Due to participation insights, there was a positive effect on psychological empowerment, supporting the relationship that had been hypothesized.

The authors propose and test a new model that contributes to the theory and examines how mindfulness behavior can effect more alluring and intense participation in events and what are the anticipated outcomes in terms of psychological empowerment.

This study aims to explore the influence of risk preference and information acquisition on outdoor tourism safety decision-making.

Five hundred twenty outdoor tourists were surveyed, and data were analyzed using two-stage regression.

Risk preference positively affects tourists’ safety decisions for outdoor travel. The greater the risk preference is, the more likely the tourists are to make the risky decision of outdoor tourism. Information acquisition significantly negatively affects tourists’ safety decisions for outdoor tourism. Tourists who obtain information through social channels are more likely to make safer travel decisions than those who do not.

Risk preference and information acquisition are introduced into outdoor tourism safety research.