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Marketing strategies can be used to leverage business in the service sector, specifically in veterinary medicine; among other benefits, it can make a difference in satisfaction and consequent customer loyalty. Marketing should be used with ethics and professionalism due is one administration area that contributes to effective management in the continuous pursuit of quality in the provision of services and demonstrate that veterinary clinics have much to gain if managed with support of marketing strategies. This paper aims to analyze the applicability of marketing strategies in the management of small animal clinics, such as guidelines to the entrepreneurs of this services sector.

Marketing literature is plentiful in proposing alternative strategies, whether focused on the achievement and loyalty of customers, whether to raise the competitiveness of an organization or simply to its survival in the market. In this study, some marketing strategies were selected, on secondary data research, in theoretical framework, to investigate their application in the practice of veterinary medicine. This study emphasizes promotional strategy toward communication with the market and construction of organizational image, using public relations as marketing strategy.

The use of marketing strategies is recommended in the management of small animal clinical practice, especially with respect to the high customer satisfaction by streamlining the procedures and optimizing veterinary services provision.

This study is different because it proposes an integrated system of management techniques in veterinary organizations, which will lead to better efficiency of attendance, adding value to the service provided and generating greater profitability for the organization, which positively reflects on the economic point of view and for the image of the company and its professionals, providing a better quality of life for both clients and their pets.

The term “curriculum” has been used almost exclusively in educational circles to refer to plans for the conduct of learning lessons in school classrooms. This paper argues that the concept can be productively expanded to describe learning processes in workplaces, including those in which learning is not the intentional outcome of an interaction. The article first reviews conventional conceptions of curriculum, and then draws on theories of cognition and learning base in phenomenology, symbolic interactionism and situated learning to identify some of the features of a naturally‐occurring curriculum in the workplace: the socio‐technical and pragmatic elements of the knowledge used in the work environment, the classification and framing of knowledge‐use, and the extent to which participants are expected to use the various forms of knowledge. That is, curriculum is essentially a socially‐constructed ordering of the knowledge‐use in a social context. These concepts are applied to two settings in which high school interns were supposed to be learning something: a history museum and a veterinary clinic.

This study aims to explore how status differences relate to strained working relationships with co-workers and clients. Two statuses, gender and occupation, are examined using data from veterinarians and animal health technologists (AHTs). Competing perspectives regarding exposure to stressful relationships and access and effectiveness of work-related resources are considered.

An explanatory sequential mixed-methods design is used that combines quantitative survey data with open-ended qualitative data. The survey data are used to examine how interpersonal strain and access to work-related resources vary by status. The qualitative data are used to illustrate how strain is experienced by these workers and aids in interpreting the quantitative findings.

Status is linked to interpersonal client strain and access to resources. Challenging work is widely available to all three groups, but is more beneficial in reducing higher status veterinarians’ client strain. Autonomy is a scarce resource for the lowest status group (female AHTs), yet appears effective in reducing co-worker strain for everyone. Unexpectedly, work overload and market concerns appear to aggravate work-related strain and greater numbers of the lowest status group exacerbates interpersonal tensions with clients.

This paper contributes by examining stressful interactions experienced by two occupations who work side-by-side in the same employment settings, but who vary significantly by gender representation and occupational status. The authors argue that in addition to gender and occupational status, the organizational health of employing clinics and the feminization of veterinary practice may offer insights into how status differences are related to interpersonal conflict experienced in these work places.

This study aims to identify how the personal social capital of opinion leaders contributes to the market adoption of start-up innovations.

A design-oriented case study is undertaken with a start-up company focusing on the development and commercialization of innovations in the veterinary market. Based on a literature review, the authors examine the social capital in value creation and the role of opinion leaders and use qualitative methodology and semi-structured in-depth interviews to collect data.

The adoption of innovations could start with opinion leaders that will later share their experience with other members of the professional community. In turn, social capital allows for creating a collaboration between start-ups and leaders based on a number of specific parameters.

This paper contributes to marketing literature by providing new insights regarding collaboration between start-ups and opinion leaders. The collaboration between opinion leaders and start-ups could be implemented not only in the veterinary industry but also in other industries with minor adaptations. Authors demonstrate how the social capital of external stakeholders may be used as a resource of the company for business development. The main contribution of this study is to demonstrate that social capital could be used as a parameter for the adoption of innovations. The key parameters that allow creating cooperation between start-up and opinion leader have been identified.

The purpose of this paper is to present analysis of collection development in a specialized collection given the demand for electronic or online content.

A review of research in digital collection development was conducted with particular emphasis on veterinary medicine or medical libraries. This article provides a critique of research on digital collection development as it pertains to a specialized collection from the perspective of a veterinary medicine librarian.

As collection development tends toward a preference for electronic formats, many advantages for specialized user groups arise from purchasing electronic books.

As there are many specialized library types, collection development differs according to user groups. As a veterinary medicine librarian, the author presents a profile of collection development for a specialized user group.

Agriculture and associated services are central to the rural economy of the United Kingdom. Rural veterinary enterprises are important providers of services to livestock producers, but are now facing concerns over their future economic viability. The objectives of this chapter are to outline the changes occurring in the veterinary and agricultural sectors, and to explore the main issues affecting veterinary enterprises in a changing business environment.

This is a conceptual chapter contextualised mainly within the United Kingdom. As such, the methodological approach comprises a critical review of current academic literatures, as well as government reports and relevant media articles.

The findings demonstrate that the commercial success of rural veterinary enterprises is critical to ensuring the future provision of high-quality animal health services to both farmers and government. The current issues facing farmers are likely to affect their willingness and resources to invest in veterinary services. Furthermore, farmers may have doubts as to vets’ ability to provide business-focussed services that add value. In addition, many public services are outsourced to private veterinary enterprises, and forthcoming policy changes are expected to lead to reduced income from public sources for both vets and their livestock farming clients. While wider issues affecting agriculture are beyond the control of private veterinary practitioners, veterinary enterprises will need to ensure that they can deal with such challenges and, where required, adapt their services accordingly.

The chapter is based on a review of extant literatures, and the scope of the research is therefore limited to existing knowledge about the farm animal veterinary business landscape.

The chapter summarises current knowledge of the challenges facing rural veterinary enterprises. While some of the issues described are specific to the veterinary sector, many are also relevant to other rural SMEs providing knowledge-intensive services to farmers. The chapter also describes areas requiring further empirical research.

Previous research studies have noted that veterinarians are up to four times more likely to die by suicide than the general population. Studies have indicated possible catalysts for this increased risk, including exposure to euthanasia, depression, burnout, compassion fatigue, occupational stress, work–life imbalance and anxiety. With female veterinarians reporting higher rates of mental health issues and the fact that the ratio of female to male veterinarians is almost 2:1, the study focused on the female veterinarian population. Few research studies have been conducted to examine stressors directly related to human factors. The present study aims to examine the path to depression and burnout as it relates to positive versus negative interactions with human clients (owners of animal patients).

The study recruited 222 female veterinarians online (average age = 36.89). The participants completed three scales measuring (1) burnout; (2) depression, anxiety and stress; and (3) positive and negative experiences with human clients.

Using the structural equation modeling (SEM), the results showed contrasting patterns of positive versus negative client-related experience in relation to burnout and depression. Positive client experience showed a direct path to the lower levels of depression and client-related burnout while negative client experience revealed a non-direct path to depression but a direct path to more specific burnout such as client-related and work-related burnout.

Results of the study offered insight into the unique contribution of client-related experience in burnout and depression as positive versus negative client experience took on differential paths to depression and burnout.

This paper aims to understand the perception of smallholder farmers on climate change, identify major livestock related climate change adaptation (CCA) strategies and their determinants in selected neighboring districts of Tigray and Amhara regions of Ethiopia.

A total of 416 household heads were involved in a questionnaire survey using a multistage sampling approach. To understand the socio-economic factors that influence farmers’ perception on climate change (CC) and/or variability, a binary logit model was used. Multinomial logit model was used to identify the determinants of smallholder farmers’ choices of adaptation strategies.

Milk reduction, weight loss, feed shortage and frequent animal disease outbreak were indicated as major impacts of CC on livestock production. About 86.2% of the farmers’ exercise CCA measures where livestock health care and management (25%), followed by livelihood diversification (21.5%) and shifting and diversification of livestock species (20.9%) were the top three adaptation measures implemented. Education, knowledge on CCA strategies, access to veterinary service and extension, market access, annual income, non-farm income, total livestock unit, sex of household head and household size were the major determinant factors to farmers’ choice of CCA.

Concerned authorities working in CC related sectors should give due attention to improve smallholder farmers’ access to extension and veterinary services, market access and climate information to enhance their adaptive capacity to CC impacts. In addition, incorporating climate change awareness trainings into the existing extension packages is crucial to enhance the awareness of farmers on climate change and implement appropriate adaptation strategies. Moreover, it is very essential to provide appropriate herd management and marketing strategy based on the production system to avoid the significant price reduction during drought periods.

Concerned authorities working in CC related sectors should give due attention to improve smallholder farmers’ access to extension and veterinary services, market access and climate information to enhance their adaptive capacity to CC impacts. In addition, incorporating climate change awareness trainings into the existing extension packages is crucial to implement appropriate adaptation strategies. Moreover, it is very essential to provide appropriate herd management and marketing strategy based on the production system to avoid the significant price reduction during drought periods.

This research is focused on smallholder crop-livestock farmers, livestock-based CCASs and presents the determinant factors to their choice of adaptation.

Chicken orthoses that cover the ankle joint area are not commercially available. Therefore, the main purpose of this study is to fabricate a customised temporary Ankle–Foot Orthosis (AFO) for a chicken with a twisted ankle using computer-aided design (CAD) and three-dimensional (3D) printing. The secondary objective of the paper is to present the specific application of Additive Manufacturing (AM) in veterinary medicine.

The design process was based on multiple sketches, photos and measurements that were provided by the owner of the animal. The 3D model of the orthosis was made with Autodesk Fusion 360, while the prototype was fabricated using fused deposition modelling (FDM). Evaluation of the AFO was performed using the finite element method.

The work resulted in a functional 3D printed AFO for chicken. It was found that the orthosis made with AM provides satisfactory stiffen and a good fit. It was concluded that AM is suitable for custom bird AFO fabrication and, in some respects, is superior to traditional manufacturing methods. It was also concluded that the presented procedure can be applied in other veterinary cases and to other animal species and other parts of their body. AM provides veterinary with a powerful tool for the production of well-fitted and durable orthoses for animals.

The study does not include the chicken's opinion on the comfort or fit of the manufactured AFO due to communication issues. Evaluation of the final prototype was done by the researchers and the animal owner.

No evidence was found in the literature on the use of AM for chicken orthosis, so this study is the first to describe such an application of AM. In addition, the study demonstrates the value of AM in veterinary medicine, especially in the production of devices such as orthoses.