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This study aims to examine the wearable devices market as an essential representative of the digital age using a framework based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and the context of sports wearables.

411 people, are both users and non-users of this technology were surveyed online, and the obtained data analyzed using structural equation modeling.

The results support the effects of performance expectancy, effort expectancy, facilitating conditions, and social influence on attitude toward sports wearables and attitude of usage intention. Further, technophobia moderates the relationship between performance expectancy and attitude. However, a moderating effect of technophobia on the relationship between effort expectancy and attitude was not observed.

Due to innovative technologies in the digital age we live in, the devices we use in everyday life have gained intelligence. As more developments take place, and related products enter the market, understanding how people react to these products becomes an important issue. While investigating this issue in the context of sports wearables in this study, an important psychological construct, technophobia, was included in the research model in order to explore the usage intention of individuals through the effects of psychological constructs, such as paranoia, fear, anxiety, cybernetic revolt and cellphone avoidance, and the strong combination of important constructs of phobia to go against technology.

Corporate Strategy; Strategy.

Post-graduate; Executive education; Under-graduate.

The case is based on Titan Company Limited (Titan), one of India’s profitable diversified companies. Set in April 2020, the case presents the evolution of Titan’s growth strategy in the last three decades. The company had grown by continuously exploring adjacent categories in the personal lifestyle space. The case asks whether the strategy that has guided Titan for the past three decades would continue to provide growth. What changes, if any, should be made by C.K. Venkataraman—the new CEO who had taken charge a few months back in October 2019—and his team?

The case describes Titan’s evolution from 1987 to 2020. ‘Winning times’, the first section of the case, describes Titan’s early choices in the watches business that helped the company achieve market dominance and its successive choices to expand the scope of watches businesses by entering new adjacencies. The section also details the evolution of Titan’s design, manufacturing, marketing and retailing capabilities in early years. ‘Looking for another gem’ describes Titan’s venture into the jewellery business – the failure of its early attempts to export and its pivot to domestic market and the successful turnaround of the business. ‘On the fast track to growth’ deals with Titan’s accessories business. The section ‘Eyeing new businesses’ describes Titan’s foray into prescription eyewear and precision engineering businesses and the company’s performance in these businesses. ‘A new identity’ details Titan’s adoption of a distinct corporate identity in 2013. ‘New businesses’ provides information on Titan’s recent foray into fragrances and sarees business. The case ends with the section ‘Years ahead’ which asks what changes, if any, should be made by the leadership team.

Upon completion of the case study discussion, participants will be able to: understand the concept of the ‘core competence’ and the three tests of core competence; how core competencies evolve in an organization over time; diversification (growth) strategy based on core competencies and adjacencies; and key managerial choices and organizational processes required to ensure effectiveness of diversification strategy based on core competencies.

Teaching notes are available for educators only.

CSS 11: Strategy.

The purpose of this paper is to identify the key psychological determinants of smart watch adoption (i.e. affective quality (AQ), relative advantage (RA), mobility (MB), availability (AV), subcultural appeal) and develops an extended technology acceptance model (TAM) that integrates the findings into the original TAM constructs.

An online survey assessed the proposed psychological determinants of smart watch adoption. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were conducted on collected data (n=363) using the AMOS 22 statistical software. The reliability and validity of the measurement assessing the proposed factor structure were examined via CFA, while the strength and direction of the hypothesized causal paths among the constructs were analyzed via SEM.

The AQ and RA of smart watches were found to be associated with perceived usefulness, while the sense of MB and AV induced by smart watches led to a greater perceived ease of the technology’s use. The results also indicated that the devices’ subcultural appeal and cost were notable antecedents of user attitude (AT) and intention to use, respectively.

Though smart watches are becoming increasingly popular, empirical studies on user perceptions of and ATs toward – them remain preliminary. This paper is one of the first scholarly attempts at a systematic prediction of smart watch usage, with implications for the adoption of future wearable technology.

The purpose of this paper is to review the recent advancements in the development of wearable sensors which can continuously monitor critical medical, assess athletic activity, watch babies and serve industrial applications.

The paper presents an in-depth review of a number of developments in wearable sensing and monitoring technologies for medical, athletic and industrial applications. Researchers and companies around the world were contacted to discuss their direction and progress in this field of medical condition and industrial monitoring, as well as discussions with medical personnel on the perceived benefits of such technology.

Dramatic progress is being made in continuous monitoring of many important body functions that indicate critical medical conditions that can be life-threatening, contribute to blindness or access activity. In the industrial arena, wearable devices bring remote monitoring to a new level.

Doctors will be able to replace one-off tests with continuous monitoring that provides a much better continuous real-time “view” into the patient’s conditions. Wearable monitors will help provide much better medical care in the future. Industrial managers and others will be able to monitor and supervise remotely.

An expert insight into advancements in medical condition monitoring that replaces the one-time “finger prick” type testing only performed in the doctor’s office. It is also a look at how wearable monitoring is greatly improved and serving athletics, the industry and parents.

This paper aims to develop a wearable-based human-manipulator interface which integrates the interval Kalman filter (IKF), unscented Kalman filter (UKF), over damping method (ODM) and adaptive multispace transformation (AMT) to perform immersive human-manipulator interaction by interacting the natural and continuous motion of the human operator’s hand with the robot manipulator.

The interface requires that a wearable watch is tightly worn on the operator’s hand to track the continuous movements of the operator’s hand. Nevertheless, the measurement errors generated by the sensor error and tracking failure signicantly occur several times, which means that the measurement is not determined with sufficient accuracy. Due to this fact, IKF and UKF are used to compensate for the noisy and incomplete measurements, and ODM is established to eliminate the influence of the error signals like data jitter. Furthermore, to be subject to the inherent perceptive limitations of the human operator and the motor, AMT that focuses on a secondary treatment is also introduced.

Experimental studies on the GOOGOL GRB3016 robot show that such a wearable-based interface that incorporates the feedback mechanism and hybrid filters can operate the robot manipulator more flexibly and advantageously even if the operator is nonprofessional; the feedback mechanism introduced here can successfully assist in improving the performance of the interface.

The interface uses one wearable watch to simultaneously track the orientation and position of the operator’s hand; it is not only avoids problems of occlusion, identification and limited operating space, but also realizes a kind of two-way human-manipulator interaction, a feedback mechanism can be triggered in the watch to reflect the system states in real time. Furthermore, the interface gets rid of the synchronization question in posture estimation, as hybrid filters work independently to compensate the noisy measurements respectively.

The purpose of this paper is to answer the question of whether smartwatches will survive and gain their own niche within the consumer electronics market. Based on the stimulus–organism–response (S–O–R) framework, this study identifies and validates the impacts of both technological and fashion-related factors (interactivity, autonomy, visual aesthetics and self-expression) on product attachment towards smartwatches through user satisfaction and pleasure derived from their smartwatches.

The authors collected the survey data via online surveys from 198 respondents and tested measurement and structural models with the partial least square technique.

The authors found that both technological characteristics (interactivity and autonomy) and fashion-related characteristics (visual aesthetics and self-expression) have an impact on product attachment through pleasure.

Several other important characteristics of traditional wrist-watches such as durability or workmanship are not considered in this study, but should be included in future studies. The three-item measure of autonomy may be insufficient for more sophisticated wearable devices in the future. In future studies, the impact of product attachment on users’ continued usage should be examined.

This study provides important practical implications for smartwatch makers interested in product development, as users were found to consider fashion-related characteristics to be as important as technological characteristics.

This study is the first study that considers both aesthetic and technological factors for IT acceptance in the context of wearable devices. Also, instead of traditional IT acceptance measures such as continued use, this study investigates users’ product attachment, which is more relevant to the case of wearable devices.

The subject of this paper is wearable computing technology. The purpose of this paper is to determine its potential in libraries to meet the needs of both users and librarians. The specific goals include: description of the main features of wearable computing from the perspective of its potential usefulness in libraries; analysis of areas of wearable computing use in public institutions; discussion of the potential of wearable computing for library users; and discussion of the potential of wearable computing for librarians to determine its potential in libraries to meet the needs of users and librarians.

The method of subject literature overview was used. The state of research from the period 2008 to 2018 on the use of wearable computing in libraries was established based on a search of selected sources Web of Science, Scopus, Elsevier and Emerald databases and LISTA database.

Wearable computing can be used in many areas of library activities to serve the needs of users and librarians. In the context of services for users, wearable computing can be used, among others, to help users navigate the library, to provide resources in new and interesting forms, and in education and entertainment. For the needs of librarians, additional data provided via wearable devices can accelerate the process of cataloguing resources and increase motivation to work via gamification options and features that make it possible to measure personal work efficiency. Librarians can also use the data obtained wearable computing devices to more quickly track, identify, select and organize resources. As with users, librarians can also use wearable computing in their education.

The paper is a viewpoint based on subject literature. It presents only a sketch of potential wearable computing applications in libraries. The aim of the paper is to initiate further discussion on the possibilities of using wearable devices to improve both services for users and internal library processes. The author’s hope is that the concepts presented here will be tested in practice by librarians, which will allow further development of research on this subject.

The results can be widely used in practice as a framework for the implementation of wearable computing solutions in libraries.

The paper can help to facilitate the debate on the role of the implementation of new technologies in libraries.

The issue of the use of wearable computing has not yet been widely discussed in library and information science journals. In the very few publications on similar topics, only the perspective on the application of new solutions in services for users is presented. This paper also shows the potential for improving libraries’ internal processes with the use of wearable computing.

The purpose of this paper is to review the advancements in new multi-technology sensor products being developed or already serving the market and to explore such applications. The paper also addresses some hacking problems which may arise.

This paper is a review of published information and papers on multi-technology sensor research as well as contact and discussions with multi-technology sensor researchers and suppliers in this field.

Microelectronics and electrochemical technologies have been major factors in the multi-sensor technology advancements of sensors for a wide range of applications. Sensors are becoming much smarter; solving application problems better than has been previously possible with single-technology sensors. Multi-technology sensors in many cases may offer better resolution and are much more sensitive than single technology sensors in the past.

Readers may be very excited to learn of the many advances in multi-technology sensors which are coming to the sensor field. Applications that were previously served with more than one sensor or were not possible before are now being served by multi-technology sensors. One such application which many readers may not be aware of but may be using is the wearable individual exercise sensor. One such device is the Apple Watch which will be reviewed in some detail later in this paper.

No previous review of multi-technology sensing has been observed.

The case will help learners to analyse how effective handling of an extended marketing mix of 7Ps (product, price, place, promotion, physical evidence, participants and processes) makes a startup profitable in its initial years of inception; understand the significance of the online marketing strategies like digital marketing and social media marketing implemented by firms to attain a competitive edge amongst established local and global competitors; examine the strategic challenges faced by a business enterprise while entering an emerging market; analyse the growth strategies of a startup relative to various market constraints; and propose long-term strategies for sustainable growth for a startup operating in the wearables market.

Founded in 2016, Boat Lifestyle is a Delhi-based Indian startup in fashionable consumer electronics. In the past five years, Boat earned remarkable profits and emerged as one of the most promising startups through its innovative products offerings and promotion. Aiming at its target customer segment, the millennials, it promoted its products through social media marketing such as influencer marketing and brand tie-ins with sports teams and music events. The case focuses on the dynamics of the Indian wearables market that is facing tough competition from global and local players. To ensure continued growth prospects, while maintaining a tight focus on product differentiation, quality, and customer satisfaction, there is a greater need for Boat to rethink its market development and growth strategies regarding new innovations and adopting long-term orientation like diversification and global expansion.

The case aims for teaching business management students at the Undergraduate, Postgraduate, and Executive education level. In addition, the case can be related to the Strategic Management course curriculum and Marketing course curriculum.

Teaching notes are available for educators only.

CSS 11: Strategy

This paper aims to examine how metadata taxonomies in embodied computing databases indicate context (e.g. a marketing context or an ethical context) and describe ways to track the evolution of the embodied computing industry over time through digital media archiving.

The authors compare the metadata taxonomies of two embodied computing databases by providing a narrative of their top-level categories. After identifying these categories, they describe how they structure the databases around specific themes.

The growing wearables market often hides complex sociotechnical tradeoffs. Marketing products like Vandrico Inc.’s Wearables Database frame wearables as business solutions without conveying information about the various concessions users make (about giving up their data, for example). Potential solutions to this problem include enhancing embodied computing literacy through the construction of databases that track media about embodied computing technologies using customized metadata categories. Databases such as FABRIC contain multimedia related to the emerging embodied computing market – including patents, interviews, promotional videos and news articles – and can be archived through user-curated collections and tagged according to specific themes (privacy, policing, labor, etc.). One of the benefits of this approach is that users can use the rich metadata fields to search for terms and create curated collections that focus on tradeoffs related to embodied computing technologies.

This paper describes the importance of metadata for framing the orientation of embodied computing databases and describes one of the first attempts to comprehensively track the evolution of embodied computing technologies, their developers and their diverse applications in various social contexts through media archiving.