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The purpose of this paper is to demonstrate the use of an investigative technique which has until now only been used in the field of psychology, namely, the Village Test. The new version of the Village Test proposed in this paper aims to explore service brand attachment.

Village Tests were administered over 9 months, including two pre-test phases, followed by a series of 21 final tests. Two main types of analytical procedures were used in the interpretation of our data: procedures used for textual data analyses and procedures used for non-textual data analyses.

The spatially oriented attachment toward service brands is sustained by three service experience axes. The first axis involves the ritualized aspects of consumer experience. The second axis takes into account the congruence between the servicescape associations and the brand associations. The third axis is linked to the memorable nature of a previous consumer experience.

Despite the use of two pre-test periods, we believe that the technique could benefit from further improvement. For example, improvements could be made to the type of materials used. The material could also be improved by the addition of a more commercial nature models.

The Village Test as a projective technique in qualitative market research has the potential to generate additional and insightful data that increase the understanding of service brand relationship through attachment bonds.

The originality of this paper is to demonstrate the use of an investigative technique which has until now only been used in the field of psychology. A second methodological contribution of the paper lies in the transfer of analytical methods used in the field of psychology (within the framework of the original version of the Village Test), to research in marketing dealing with consumer behavior studies.

The purpose of this paper is to address the overarching question, which was whether the incentives programmes formulated for the community have been found to be suitable to the aspirations and needs of the local residents.

This study has resulted from the authors’ experience through conducting a survey with the local residents in three locations, namely the Bukchon Hanok Village located at Seoul metropolitan city; the Hahoe Village, Angdong and the Yangdong Village, Gyeongju; both the latter are located towards the west of the Korean peninsula in the Gyeongbuk-do Province. This study has hopefully tried to analyse the residents’ perception of the effectiveness of the current incentives policy by using the Bennett’s programme evaluation method.

Results show that there was a divergent direction between the current incentives policy and the local aspirations between sites. In most cases, the cultural heritage conservation has been found to be a catalyst to fulfil a heritage tourism advantage rather than to cater to the local community needs.

The paper is the first insightful study of the historic villages which attempts to draw out the importance of the effectiveness of the incentives programme in guiding the conservation efforts for the local economic development.

The Village model, most extensively developed in the USA, is an innovative response to ageing populations and older adults who wish to remain living independently within their community. The “Urban Villages” participatory action research study aimed to test the potential of the Village model to work with groups of older adults in two economically deprived, inner-city neighbourhoods in Manchester, UK.

Participatory methods were used to work with residents to, first, adapt the Village model to the Manchester setting, and second, to develop and deliver community projects that supported ageing in place. The study aimed to involve marginalised individuals and groups in the co-design, leadership and implementation of the projects. Ethnographic methods were applied to observe and reflect on the development of “Urban Villages”. Interviews and focus groups were organised to gather the views of the residents involved in the community projects.

Residents were supported to develop and test seven projects, all aimed at reducing social isolation and supporting ageing in place. The study provides new insights into challenges related to co-production with older people in deprived neighbourhoods. These challenges are presented under the following headings: individual capacity and expectations; collective capacity including communication and knowledge; and the capacity of place.

To date, only a limited amount of literature is available showing how co-production with older adults can be realised when working with marginalised groups and deprived communities. The paper explores the potential of participatory approaches to develop age-friendly initiatives through strengthening the capacity of older adults to age in place.

In 2007, the development of Ireland's first eco-village began in the small town of Cloughjordan, which is in a scenic rural area of the midlands region in Ireland. Approximately 1.5hours from the capital city of Dublin, it is accessible by train from a number of urban centres. In the past the town had suffered from both population decline and population ageing. Some of its key services, such as the bank, post office and a school, were either under threat or had already closed. However, the town and its hinterland are rich in both natural and social amenities. Before embarking on the empirical analysis of the Village, which is based on interviews with a range of stakeholders and local residents as well as site visits and documentary research, it is useful to reflect on the concept of sustainable housing.

This paper examines perceived labor market earnings among adolescents and their parents by gender and caste. Previous research has established that lower subjective expectations of labor market returns among parents affect educational investment. Likewise, subjective expectations of adolescents about labor market returns are likely to affect their commitment to their education. In the labor market, gender and caste biases manifest itself in terms of lower wages for women and persons from marginalized communities. The authors ask if perceived earnings among adolescents and their parents vary by caste and gender over and above their intrinsic ability.

The authors use a unique dataset on adolescents that has been recently collected (2013-2015) by ASER Centre, the research and assessment wing of Pratham Education Foundation for the analysis. To answer the research question posed in the paper, they use standard OLS and quantile regression techniques.

Results confirm that girls have lower expected earnings than boys. Caste differences appear more rigid in Bihar.

The authors recognize that the results presented do not take into consideration the issue of selection bias. Hence, they are applicable not to the average adolescents in the study districts, but only to those who reported expected earnings. That said, they do not think that this technical limitation dilutes the broad policy conclusions emerging from the study.

The paper uses cognition as a measure of an adolescent’s intrinsic ability. Therein lays the uniqueness of the paper. It brings into the discussion on expected earnings test scores as a measure of an adolescent’s cognitive ability. It is also unique in that it focuses on adolescents in the age group of 11-16 years who are likely to join the labor force in few years. Previous discussion of subjective expectations in India did not include any measure to capture cognitive ability and did not focus exclusively on adolescents.

Rural residential energy consumption accounts for 46.6% of total building-related energy consumption of China. In Northeast China, energy consumption for space heating represents a significant proportion of total rural residential energy consumption and has reached 100 million tce (tons of standard coal equivalent), or more than 60% of total household energy consumption. In terms of energy consumption per square meter of gross floor area, rural residential energy consumption for heating is more than that of cities (20kgce/m2). However, the average indoor temperature of most rural residence is below 10°C, much less than that in cities (18°C). Hence, it is an important task for Chinese energy saving and emission reduction to reduce rural residential energy consumption, while enhancing indoor thermal comfort at the same time.

Restricted by local technology and low economic level, rural residences currently have poor thermal insulation resulting in severe heat loss. This paper reports on research aimed at developing design strategies for improving thermal insulation properties of rural residences with appropriate technology. A field survey was conducted in six counties in severe cold areas of Northeast China, addressing the aspects of indoor and outdoor temperature, humidity, internal and external surface temperature of building envelop enclosure, and so on.

The survey data show the following:

1. Modern (after 2000) brick-cement rural residences perform much better than the traditional adobe clay houses and Tatou houses (a regional type of rural residence in Northeast China – see figure A) in overall thermal performance and indoor thermal comfort;

2. Among the traditional residential house types, adobe clay houses have better heat stability and thermal storage capacity than Tatou houses;

3. Applying an internal or external thermal insulation layer can greatly improve rural residential thermal insulation properties, and is an economical and efficient solution in rural areas;

4. In terms of roofing materials, tiled roofs show much better thermal insulation properties than thatch roofs;

5. Adopting passive solar techniques can form a transition space (greenhouse) against frigid temperatures, resulting in interior temperatures 5.91°C higher than the outside surroundings. It is evident that local passive solar room design offers significant heat preservation effects and lower cost ($12/m2), embodies the ecological wisdom of rural residents, and is therefore important to popularize.

The above experimental results can provide guidance in energy conservation design for both self-built residences and rural residences designed by architects. In addition, the results can also provide experimental data for energy-saving studies for rural residences in China.

Teaching objective 1: To flourish and explore the current business model to get socioeconomic benefits from organic farming compared to conventional farming; in the context of hill farming. Teaching objective 2: To explore and design innovative entrepreneurship opportunities in the field of organic farming and how these opportunities can be seized by using managerial skills. Teaching objective 3: To analyze the economic benefits of organic farming compared to conventional farming.

Manj Gaon is a small village in the Tehri Garhwal district of Uttarakhand. This village serves as the Uttarakhand Organic Commodity Board’s training facility. Organic farming was the primary source of income for farmers in the late 1970s, but the Green Revolution in India had a negative impact on agriculture, the environment and the economy of the country. After the Green Revolution, the agriculture sector was completely dominated by conventional farming, and the use of chemical fertilizers, pesticides and insecticides affected the village to some extent. But farmers like Bhagchand Ramola paved the way for other farmers to grow and shine through organic farming. The organic farming model developed by Ramola was helping farmers and society in several aspects, such as the economy, health and the environment. A self-developed organic farming model had been generating fair revenue for the farmers and uplifting their socioeconomic status as compared to conventional farming. Complete adoption of organic farming in the village requires an analysis in terms of sustainable economic growth. However, there was a certain dilemma that was stifling the growth of the newly adopted business model because farmers were dependent only on Japanese buyers and input providers. So, there was a huge need to tie up with other consulates across the country. Secondly, expanding a business model requires more input and output in terms of manpower and revenue, so persuading conventional farmers to adopt the organic farming model was quite a challenge for Ramola.

The case can be taught to the MBA-level students.

Teaching notes are available for educators only.

CSS 11: Strategy.

The contamination of groundwater by natural arsenic is currently a worldwide epidemic. Arsenic-contaminated groundwater has been reported in Argentina, Chile, Mexico, China, Hungary, West Bengal in India, Bangladesh, and Vietnam. Of these regions, Bangladesh and West Bengal are the most seriously affected in terms of the size of the population at risk and magnitude of health problems. Hence, chronic exposure to arsenic >50′′μg/L in drinking water can result in serious health problems. Common symptoms of arsenic-related ailments are skin, cardiovascular, renal, hematological, and respiratory disorders. Therefore, this chapter focuses on nature, origin, and extent of groundwater arsenic contamination, probable causes, and its impacts on food, drinking water, and social coverage. It further discloses mitigation approaches proposed and practiced by the different research groups to combat this problem and finally concludes.

Social entrepreneurship (SE) is an emerging social phenomenon gaining tangible traction for its ability to tackle complex social and environmental problems against a backdrop of global sustainability challenges. This paper aims to unpack SE intentions, mindset and motivations to elucidate “why” and “how” social entrepreneurs (SE) initiate, perpetuate and sustain pro-social entrepreneurship activity. It specifically asks why SE do what they do, how they develop and sustain pro-social entrepreneurship action and how these normative drivers affect the social change process.

This qualitative research adopts an exploratory multiple case design approach in examining the tacit experience of eight SE tackling complex water, sanitation and environmental challenges in Indonesia, and combines this with scholarly insights from multiple bodies of knowledge. Case studies include six SE recognised by the Ashoka Foundation and two lesser-known “social enterprises” to enable finding patterns across the cases and compare key differences between pro-social and conventional entrepreneurship. Triangulating semi-structured interviews with secondary data analysis and semi-ethnographic fieldwork observations, this paper provides a rich theoretical and empirical basis to understand the emerging transformative potential of SE in tackling a range of sustainability issues.

Interviews with eight SE highlighted their intentions to advance inter and intra-generational equity, social justice and sustainability, bringing socially embedded empathetic values and a growth mindset to overcome challenges associated with disrupting existing social order. Direct engagement with the SE revealed 10 critical enabling factors to foster future SE potential, namely, individual background and experience, unmet social needs, empathy, sense of belonging, willingness/passion to alleviate other’s suffering, growth mindset, internal/external catalysts, intrinsic and extrinsic needs, beliefs and goals and declaration of a social mission to ensure consistency in behaviour and action. This demonstrates that while SE are motivated by a variety of self and other-oriented mechanisms, it is ultimately the process of developing empathy, a growth mindset and declaring a social mission that drives and sustains pro-social entrepreneurship action.

The output of this research is a new intentions model, which outlines the 5 phases of enterprise development and 10 critical enabling factors to foster future SE potential. These insights are critical to leveraging the emerging transformative potential of SE in tackling the world’s most urgent sustainability issues.

The paper presents a deep analysis of data on individual background, experience and characteristics in developing a new SE intentions model.

The distinct focus on inputs over processes and outcomes answers to a highly elusive topic while offering an alternative approach to understand how SE create remarkably different strategies, processes and outcomes to conventional developmental approaches.