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Customization is a paradox in architecture, providing necessary modernization for buildings but potentially damaging their architectural integrity. In this paper, the authors introduce the Inhabitant-Driven Customization approach for avoiding this paradox; this approach lets inhabitants design the customization from options created by architects that safeguard architectural rules. As a first implementation of the Inhabitant-Driven Customization approach, the MyChanges tool is presented. The authors assess whether the approach avoids the customization paradox by a qualitative stakeholder evaluation of the MyChanges tool and by a comparison of the Inhabitant-Driven Customization approach with existing approaches to housing customization.

MyChanges is a shape grammar-based design tool developed to enable inhabitants of the Álvaro Siza Vieira Malagueira housing complex to customize their houses in accordance with the architectural language of the complex. In this study, the authors qualitatively evaluated MyChanges with architects and other professional stakeholders. MyChanges is used in this paper to assess if the Inhabitant-Driven Customization approach avoids the paradox of customization. The initial reception of MyChanges produced diverging outcomes, suggesting that Inhabitant-Driven Customization is also unable to avoid the customization paradox. For analyzing this possibility further, this paper describes the main existing approaches to housing customization, including the Inhabitant-Driven Customization approach, formulates nine conditions for these approaches, and provides a qualitative comparative assessment of the approaches.

The customization paradox is demonstrated in the outcomes of the interviews with professional stakeholders on the MyChanges customization tool for the Malagueira housing complex. An argument is given that makes plausible that the Inhabitant-Driven Customization approach avoids the customization paradox by creating a co-design process in which inhabitants and architects alternately shape customization.

The originality of this paper lies in the introduction and discussion of the paradox of customization in housing. The paper identifies the conditions advanced in architecture for assessing housing customization approaches. Additionally, the authors propose a new customization approach and a design tool that to a large extent fulfills those conditions and avoids the customization paradox.

This chapter discusses adjudication, expertise, and cultural difference as it appears in criminal court cases concerning female genital cutting (FGM) in the EU, as reported in a 2015 comparative overview. It begins with the distinction between typical and atypical FGM cases; a distinction that connects court cases to the cultural realities of the practicing communities, suggesting that the lack of cultural knowledge can cause unnecessary suffering to families and/or individuals who wrongly undergo prosecution in alleged FGM cases. A contrario, the intervention of experts in FGM court cases could be a positive approach to assessing the legitimacy of public intervention in certain cases.

New information and communication technologies have transformed the ways businesses communicate and maintain relationships with their customers. In this chapter, we review the main topics in academic research pertaining to digital marketing and relationship perspectives. The discussion involves email and website marketing, search engine marketing, user-generated content, co-creation marketing, social media marketing, prosumption marketing in the sharing economy, immersive marketing and AI-based marketing. On this basis, the chapter proposes some future research directions including influencer marketing, live streaming, social service enhancement and the dark side of social media marketing, consumer-to-consumer interactions on two-sided platforms, psychological mechanisms related to the use of mixed realities, and the experience of AI-enabled service automation and relevant ethical issues. Furthermore, emerging technologies such as the Internet of things (IoT) and blockchain are expected to be the next breakthrough in marketing, which warrant further research to examine their impact on the customer-firm relationship. It is suggested the researchers could focus on the adoption and application of blockchain technology, participative marketing via IoT, as well as the privacy and data protection issues related to these technologies. This chapter provides a comprehensive picture of the connection between digital marketing and relationship marketing in academic research.

Recognizing the need to build global-minded citizens, higher education institutions are increasingly trying to find ways to leverage their international programs to develop students’ intercultural competence. The MA in global leadership at Royal Roads University, Canada, created an international partnership in Ecuador that serves to go beyond the traditional student study abroad or service learning focus and instead focuses on developing competencies of global mindedness and strategic relationships. In this chapter, we present an analysis of how an international student group engaged in building dynamic partnerships within a Global South country to create change for sustainable development initiatives of mutual concern. Through a case example, we describe how these partnerships evolved and adapted in ways that enhanced the learning needs of the students while simultaneously supporting the development of new educational opportunities for Ecuadorians. To illustrate, this chapter delineates the activities that members of the program undertook to connect and develop a mutuality of relationship across diverse stakeholders in Ecuador. The authors analyze this network-building process from the perspective of cultural context, building trust and influence, and responding to social development needs of host communities.

The purpose of this study is to determine the characteristics of the studies in terms of country, participant profile and methodology, as well as to determine what the Internet of Things (IoT) is currently contributing to higher education.

The study was developed following the methodology supported by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses statement and the PICOS strategy, retrieving scientific literature from Web of Science, Scopus, ERIC and Google Scholar. Of the 237 studies that the search yielded, 11 were included.

The results showed that among the opportunities offered by IoT is that it not only brings the introduction of information and communication technology into the classroom, but also enhances student interest, thus, improving the quality of teaching in higher education. On the other hand, one of the challenges it faces is the attitude of teachers towards its adoption, as well as the level of digital competence of teachers.

This study presents how higher education institutions are including the IoT in their educational activities. The IoT refers to a network of digital interconnectivity between devices, people and the internet itself that enables the exchange of data between them, allowing key information about the use and performance of devices and objects to be captured to detect patterns, make recommendations, improve efficiency and create better user experiences.

The context of marketing and service research is rapidly changing as a result of advances in academic research and business practice. This has implications for our understanding of customer value. The purpose of this paper is to provide an update on customer value given today’s context (including recent advances such as technologies, human contact, collaborative consumption, service ecosystems and transformative service research); to revise Holbrook’s value typology; and to propose a research agenda.

This paper uses a conceptual approach that is rooted in the service and marketing literature.

The contribution of this paper is threefold. First, this paper presents an evolved view on customer value which accounts for recent advances in academic research and business practice. Second, this paper updates Holbrook’s value typology by revising existing value types as well as identifying additional value types; and offers guidelines for measuring and modeling customer value. Third, this paper proposes a research agenda to guide and stimulate future value research.

This paper provides an update on customer value, which is one of the most fundamental concepts in service and marketing research. This updated perspective has been approved and applauded by Morris B. Holbrook, one of the founding fathers of value research.

The application of mobile augmented reality (MAR) for enhancing user experiences and consumer patronizing intention has been the focus of recent MAR literature. Few studies examine the differences between apps. This study fills the research gap by examining how consumers assess their experiences with different MAR applications and how their decision-making process is performed, particularly in the setting of smartphones.

A web-based online survey was administered to collect data on consumers' perceptions of two different MAR apps: utilitarian and hedonic apps. Reliability and validity of the measurement scales, non-response bias and comment method bias were assessed. With the support of measurement model, partial least square (PLS) was employed to test the research hypotheses.

This study reveals that the technological attributes of augmented reality (AR) apps have significant effects on consumer perceptions of their utilitarian and hedonic benefits, including interactivity, visual quality, service quality, technicality and aesthetics. Moreover, this study shows that consumers of hedonic apps place more importance on their enjoyment with the MAR app; consumers of utilitarian apps focus more on the accrued functional values. The findings provide practical insights for retailers in AR marketing and application development in the MAR environment.

This study provides a comprehensive viewpoint for analyzing ongoing use and purchase intentions simultaneously in a unified theoretical framework. In addition, it compares different types of MAR apps: hedonic and utilitarian. Furthermore, it is one of the first few studies attempting to provide a comprehensive understanding of the predictive role of MAR technologies by incorporating privacy concerns into the research model based on user and gratification framework.