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Shape memory polymers (SMPs) respond with a change in their shape against a specific stimulus by memorizing their original shape and are reformed after deformation most often by changing the temperature of the surrounding without additional mechanical efforts. In the coming years, these polymers indeed will be in limelight to manufacture textile materials which will retain their shape even after prolonged use under disturbed conditions. This study aims at defining shape memory materials and polymers as well as their technological characteristics and also highlights application in various fields of textiles.

The methodology used to explain these SMPs have been carried out starting with the discussion on their properties, their physical nature, types, viz., shape memory alloys (SMAs), shape memory ceramics, shape memory hybrid, magnetic shape memory alloy, shape memory composites, shape memory gels and SMP along with properties of each type. Other related details of these polymers, such as their advantages, structure and mechanism, shape memory functionality, thermally responsive SMPs and applications, have been detailed.

It has been observed that the SMPs are very important in the fields of wet and melt-spun fibers to offer novel and functional properties, cotton and wool fabric finishing, to produce SMP films, foams and laminated textiles, water vapor permeable and breathable SMP films, etc.

The field of SMPs is new, and very limited information is available to enable their smooth production and handling.

An analysis of opportunities available to US fines for marketing to India are presented and both direct exports and trade collaborations are discussed. Economic growth patterns in the country that are likely to support international marketing operations on a much larger scale are outlined. Various factors that contnbute to the success of a marketing venture are isolated and a set of guidelines based on these three factors is developed to assist the marketer in making informed decisions for entry and establishment in the country.

This study examined how six institutionalized socialization tactics affect a particular occupation of knowledge workers – information technology (IT) professionals' role adjustment (role conflict and role ambiguity) and organizational attachment variables (job satisfaction, affective commitment, continuance commitment and intention to quit).

The research model and hypotheses were tested using path analysis techniques with survey data collected from 187 recently hired IT professionals.

The results showed that the six socialization tactics affected IT professionals differently. Socialization tactics that recognize employees' values and skills (investiture tactics) and that emphasize the interpersonal and mentoring aspects (serial tactics) had the most significant effects on employees' role adjustment and organizational attachment. The study also revealed complex mediating relationships among socialization tactics, role adjustment and organizational attachment variables.

This study provides new insights about the differential effects of the various socialization tactics on IT professionals' role adjustment and organizational attachment. It also sheds light on the complex mediating relationships among socialization tactics, role adjustment and organizational attachment variables. Without considering the logical relationships between the various variables, studies examining the direct effects of socialization on isolated organizational outcome variables may overlook important linkages that are critical for explaining the inconsistent results in past empirical studies.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

The purpose of this paper is to examine the impact of user gender, celebrity gender, and celebrity-user gender congruity on celebrity personality-user personality (CP-UP) congruity, and consequently, brand purchase intention (BPI). Additionally, it delves into the mediating roles of CP-UP congruity and brand personality-celebrity personality (BP-CP) congruity.

A survey research entailing a sample of 709 adult consumers was used to test the framed hypotheses by means of a structural equation modelling.

The results indicate that while celebrity and user gender have a significant positive effect on CP-UP congruity, celebrity-user gender congruity has a negative effect. The study shows a partial mediation of CP-UP congruity in the relationship between gender congruity and BP-CP congruity. Furthermore, BP-CP congruity is shown to have a full mediation effect on the relationship between CP-UP congruity and BPI.

Consistency of the results of this study may be corroborated by employing other methods to estimate congruity scores. Also, the results of the present study may not be generalisable across different product classes with varied consumer involvement.

The findings have major implications for practitioners in understanding the significance of BP-CP congruity among celebrity-user-brand in the formation of purchasing intentions. The results of the study suggest a better CP-UP congruity when the gender of the celebrity is opposite to the gender of the user. This result questions the generalisability of the similarity theory that exhorts a prospect’s customary identification with a spokesperson of her/his own sex and further reinforces the selectivity hypothesis that indicates different information processing of males and females while they make judgements. Therefore, it might be a good idea for advertisers targeting female audiences to employ male celebrities in certain endorsements.

This is the first study that tests for the mediation effect of CP-UP congruity in the relationship between gender congruity and BP-CP congruity, and that of BP-CP congruity in the relationship between CP-UP congruity and BPI.

AutoDx Case narrates an exciting story of how organizations in one industry (buyers, suppliers, and suppliers of suppliers), who fiercely compete with each other in the marketplace, collaborated to develop an online platform which would bring in significant efficiency in the system and benefit all the players. The case shows that first attempt to develop such a platform failed in the late 90s. However, similar attempt, later on, was inching towards success. That shows the impact of timing of technology and Shared Beliefs. While Case A narrates the problems faced by a few managers and needs for autoDx, Case B details how the project became successful and was under the process of adoption by various organizations.

Recently, blockchain technology (BT) has resolved healthcare data management challenges. It helps healthcare providers automate medical records and mining to aid in data sharing and making more accurate diagnoses. This paper attempts to identify the critical success factors (CSFs) for successfully implementing BT in healthcare.

The paper is methodologically structured in four phases. The first phase leads to identifying success factors by reviewing the extant literature. In the second phase, expert opinions were solicited to authenticate the critical success factors required to implement BT in the healthcare sector. Decision Making Trial and Evaluation Laboratory (DEMATEL) method was employed to find the cause-and-effect relationship among the third phase’s critical success factors. In phase 4, the authors resort to validating the final results and findings.

Based on the analysis, 21 CSFs were identified and grouped under six dimensions. After applying the DEMATEL technique, nine factors belong to the causal group, and the remaining 12 factors fall under the effect group. The top three influencing factors of blockchain technology implementation in the healthcare ecosystem are data transparency, track and traceability and government support, whereas; implementation cost was the least influential.

This study provides a roadmap and may facilitate healthcare professionals to overcome contemporary challenges with the help of BT.

This study is an empirical exploration of the tech-based transformation strategies being adopted by luxury hotels in India to assuage the fear psychosis and restore guest confidence in the context of the COVID-19 pandemic. It sheds light on the “new normal” and its overarching implications for hotel operations from the user experience perspective.

A mixed method strategy was adopted for data collection. Qualitative data was gathered from a video analysis of two webinars with high-profile panels of thought leaders about the challenges arising from the global health crisis and related post-pandemic recovery strategies. This data has been triangulated with desk research and data collected through an online survey which sought to map guest sentiments with respect to resuming the use of hospitality services and their attitude towards the proposed tech transformation initiatives in the Indian luxury hospitality industry.

The research data indicates that despite their pandemic-related trepidations, people still have a strong urge to be social and to travel. Technology can play a pivotal role in creating safe spaces for social distancing, facilitating a contactless guest interface to alleviate guest concerns for safe hygiene and rebuilding customer confidence to address the trust deficit.

Hospitality organisations must be discerning in the investments they make in new technology and contactless experiences because hasty investments in extensive automation may be perceived as gimmicky by guests. Intelligent and astute use of technology tools can minimise human error, optimise service efficiency and enhance guest experience through elevated levels of personalised hospitality in luxury hotels by judiciously marrying high touch with high tech.

This study is the one of the first empirical explorations of the tech transformation strategies adopted by luxury hotels in the Indian context in response to the COVID-19 pandemic. It explores their efforts for the continued co-creation of high value experiences based on consumer perspectives, with implications for both hospitality and tourism theory and practice.