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Upon completion of the case study, the students will be able to conceptualize the importance of brand differentiation; suggest the implications of brand differentiation in the context of the traditional Chikan art form; examine the aspect of a brand’s product portfolio management; and critically analyse the competitive advantages of the brand using the VRIO framework.

The Chikankari art form gained worldwide recognition. In fact, it also received a geographical indication (GI) tag which is important for international branding. The case is centred around an entrepreneur, Mr. Vinod Punjabi, who redefined the essence of the existing Chikan art form by value addition in terms of intricate designs, patterns and exclusivity. He founded the brand Ada in 2015 aimed at preserving the traditional art form while curating elegance and exclusivity in its product portfolio. The case outlined Punjabi’s journey. The protagonist carefully analysed the open and unorganized Chikankari market and adopted the strategy of brand differentiation to stand apart from the competitors. Punjabi’s daughter, the chief operations officer of Ada, described the aspects. The journey was arduous, but over the years, Ada emerged as a successful name in the Chikankari market. The brand’s intent of becoming synonymous with Chikankari was successful owing to its authentic and exclusive hand-crafted products in the competitive environment of machine-made replicas. Furthermore, the brand also consistently worked on the aesthetic appearance of its store to attract a wide range of customers. Punjabi ensured that the brand was an amalgamation of all the essential elements for its survival in the long run.

The case is aimed for students pursuing bachelor’s and master’s degrees in business administration/diploma in management, marketing and entrepreneurship. Furthermore, it will assist the management trainees in gaining valuable insights.

Teaching notes are available for educators only.

CSS 8: Marketing.

Nearly 75% of EU buildings are not energy-efficient enough to meet the international climate goals, which triggers the need to develop sustainable construction techniques with high degree of resilience against climate change. In this context, a promising construction technique is represented by ventilated façades (VFs). This paper aims to propose three different VFs and the authors define a novel machine learning-based approach to evaluate and predict their energy performance under different boundary conditions, without the need for expensive on-site experimentations

The approach is based on the use of machine learning algorithms for the evaluation of different VF configurations and allows for the prediction of the temperatures in the cavities and of the heat fluxes. The authors trained different regression algorithms and obtained low prediction errors, in particular for temperatures. The authors used such models to simulate the thermo-physical behavior of the VFs and determined the most energy-efficient design variant.

The authors found that regression trees allow for an accurate simulation of the thermal behavior of VFs. The authors also studied feature weights to determine the most relevant thermo-physical parameters. Finally, the authors determined the best design variant and the optimal air velocity in the cavity.

This study is unique in four main aspects: the thermo-dynamic analysis is performed under different thermal masses, positions of the cavity and geometries; the VFs are mated with a controlled ventilation system, used to parameterize the thermodynamic behavior under stepwise variations of the air inflow; temperatures and heat fluxes are predicted through machine learning models; the best configuration is determined through simulations, with no onerous in situ experimentations needed.

The study consists of a literature study and a case study. The need for a method via which to handle instruction complexity was identified in both studies. The proposed method was developed based on methods from the literature and experience from the case company.

The purpose of the study presented in this paper is to investigate how linking different maintenance domains in a modular maintenance instruction architecture can help reduce the complexity of maintenance instructions.

The proposed method combines knowledge from the operational and physical domains to reduce the number of instruction task variants. In a case study, the number of instruction task modules was reduced from 224 to 20, covering 83% of the maintenance performed on emergency shutdown valves.

The study showed that the other methods proposed within the body of maintenance literature mainly focus on the development of modular instructions, without the reduction of complexity and non-value-adding variation observed in the product architecture literature.

This paper investigates the optimization of window design factors (WDFs) in hospital buildings, particularly in government hospitals within the arid climate of the Qassim region, with the aim of achieving a better cooling load reduction. Continuous monitoring of the hospital ward section is crucial due to patients' needs, requiring optimal indoor air quality and cooling load.

The study identifies the optimal conditions for WDF design to mitigate cooling load, including window-to-wall ratio (WWR), window orientation (WO), room size and U-value (thermal properties), effectively reduce energy consumption in terms of sensible cooling load (MWh/m2) and comply with local codes. Data collection involved a smart weather station, while the Integrated Environmental Solution Virtual Environment (IESVE) software facilitated the simulation process.

Key findings reveal that larger patient rooms were about 40% more energy-efficient than smaller rooms. The northern orientation showed lower energy consumption, and specific WWRs and glazing U-values significantly affected energy loads. In an analysis of U-value changes in energy performance based on the Saudi Building Code (SBC), the presented values did not meet the minimum energy consumption standards. For a valid 40% WWR with a thermal permeability of 2.89, 0.181 MWh/m2 was consumed, while for an invalid 100% WWR with the same permeability but facing the north, 0.156 MWh/m2 was consumed, which is considered an invalid practice. It is vital to follow prescribed standards to ensure energy efficiency and avoid unnecessary costs.

Focus lies in emphasizing the significance of adhering to prescribed standards, such as SBC, to guarantee energy efficiency and prevent unwarranted expenses. Additionally, the authors highlight the crucial role of optimizing glazing properties and allocating the WWR appropriately to achieve energy-efficient building design, accounting for diverse orientations and climatic conditions.

This study examines the effects of corporate governance on market returns during the first four waves of the COVID-19 crisis.

Event study and linear regression methods were applied on a sample of 293 US firms.

The results show that differences in abnormal returns are more significant during the second wave of COVID-19 and the two following waves. Moreover, estimations show that good corporate governance alleviated the effect of COVID-19 during the second wave and the two following waves. However, corporate governance did not affect abnormal returns during the first wave. Furthermore, evidence highlights that the effect of corporate governance is more observed in the industries most affected by COVID-19 than in the least affected industries.

Many studies have attempted to investigate the effect of corporate governance on stock returns during the first wave of the pandemic. However, to the authors' knowledge, this is the first study that focuses on different waves that occurred during 2020 and 2021.

This paper aims to provide a nuanced understanding of philosophies underpinning social innovation based on the action research strategies applied in the field.

Literature review was conducted to identify action research strategies referred to in the social innovation literature. Through stratified purposive sampling, the authors then selected nonprofit organizations, each closely associated with one of the strategies. Qualitative content analysis was applied to documents published by these organizations for an in-depth exploration of how the action research strategies frame the three dimensions of social innovation, namely, the product, process and empowerment dimensions.

The authors identified four broad action research strategies referred to in the social innovation literature. Each strategy inspires four distinct narratives of social innovation centered around key concepts: prototyping, evidence, asset-building and co-creation.

The methodology used is characterized by depth rather than scope. Although diverse types of documents were used, the documents are limited to publications by four institutions. A deductive approach using the categories should be used in future empirical research.

The paper contributes to the discussion about different schools and research agendas in the field of social innovation. In particular, the authors examine the action research strategies adopted in the field, shedding light on incompatible views and strategies within certain research clusters while identifying common ground between authors belonging to different schools.

Today's marketing is dominated by decision-making based on artificial intelligence and machine learning. This study focuses on one semi- and unsupervised machine learning technique, generative adversarial networks (GANs). GANs are a type of deep learning architecture capable of generating new data similar to the training data that were used to train it, and thus, it is designed to learn a generative model that can produce new samples. GANs have been used in multiple marketing areas, especially in creating images and video and providing customized consumer contents. Through providing a holistic picture of GANs, including its advantage, disadvantage, ethical considerations, and its current application, the study attempts to provide business some strategical orientations, including formulating strong marketing positioning, creating consumer lifetime values, and delivering desired marketing tactics in product, promotion, pricing, and distribution channel. Through using GANs, marketers will create unique experiences for consumers, build strategic focus, and gain competitive advantages. This study is an original endeavor in discussing GANs in marketing, offering fresh insights in this research topic.

This paper aim to solve the problem of low assembly success rate for 3c assembly lines designed based on classical control algorithms due to inevitable random disturbances and other factors,by incorporating intelligent algorithms into the assembly line, the assembly process can be extended to uncertain assembly scenarios.

This work proposes a reinforcement learning framework based on digital twins. First, the authors used Unity3D to build a simulation environment that matches the real scene and achieved data synchronization between the real environment and the simulation environment through the robot operating system. Then, the authors trained the reinforcement learning model in the simulation environment. Finally, by creating a digital twin environment, the authors transferred the skill learned from the simulation to the real environment and achieved stable algorithm deployment in real-world scenarios.

In this work, the authors have completed the transfer of skill-learning algorithms from virtual to real environments by establishing a digital twin environment. On the one hand, the experiment proves the progressiveness of the algorithm and the feasibility of the application of digital twins in reinforcement learning transfer. On the other hand, the experimental results also provide reference for the application of digital twins in 3C assembly scenarios.

In this work, the authors designed a new encoder structure in the simulation environment to encode image information, which improved the model’s perception of the environment. At the same time, the authors used the fixed strategy combined with the reinforcement learning strategy to learn skills, which improved the rate of convergence and stability of skills learning. Finally, the authors transferred the learned skills to the physical platform through digital twin technology and realized the safe operation of the flexible printed circuit assembly task.

There is a growing interest in applying the principles of biophilic design to hotel lobbies to enhance positive user experiences. However, there is little empirical research in this area, particularly for abstract or indirect biophilic approaches. The current study analyzed the biophilic strategy of “organized complexity” (which entails structured hierarchical patterns) in a hotel lobby in relation to attention restoration outcomes.

A virtual reality approach was used to create three lobby designs, differing only in their degree of organized complexity. A between-subjects study was conducted with 91 participants, evaluating reactions to the lobby designs in terms of perceived attention restoration, perceived environmental complexity and environmental preferences.

A strong positive relationship was found between participants' perception of environmental complexity and feelings of restoration. However, no statistically significant correlation was found between restoration and the objective measures of organized complexity. This suggests that individual preferences or baseline responses may play a crucial role in the benefits associated with this aspect of biophilic design.

The findings suggest a novel possibility – that responses to organized complexity may not be universal but may instead depend on an individual’s background and personal preferences. While the study found that perceived complexity was associated with restoration, the objective features of the environment that incited these perceptions were different for different participants. This indicates that more research is needed into potentially relevant personal factors.

This paper aims to provide an exposition of the constructive research approach (CRA) to show the potential utility of CRA in transcending or mitigating the methodological and practical issues involved in researching organisations.

The paper is a literature review, and resulting thematic discussion of methodological and practical issues involves in action research (AR) in organisations through the lens of the CRA approach.

The paper identifies that CRA has benefits in orientation to a practical outcome grounded in a theoretical domain but with leeway to facilitate creativity, which can also potentially improve the quality of the collaborative relationships. The centrality of the construction within the method provides a “vantage point” to manage the emic (inside) and etic (outside) positionality concerns of action researchers working within organisational settings.

CRA has multiple practical benefits for action researchers and their collaborators in terms of time, risk and collaborative commitment.

The paper develops a useful tactical framework for discussing the practical and methodological issues when considering AR in organisations and highlights how CRA can be used in wider organisational scholarship outside its roots in management accounting.