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The purpose of this paper is to introduce emulation marketing as an important strategy to consider for services marketing researchers and practitioners, given the ability to plant an aspirational goal in consumers' minds. Building on theories of lifestyle, values, self-concept and others, this conceptual paper presents the case for emulation marketing as an important consideration within services marketing.

To explore mechanisms that will define service research in the future, this conceptual paper reviews the literature across the spectrum of social comparison and learning, social adaptation, conformity, values, persuasion and role modeling. The authors analyze existing theories while proposing a new mechanism, emulation, to advance research in service literature.

This paper suggests mechanisms to promote emulation in services marketing through the consumer decision process. A research agenda for future work is provided with emphasis on lack of emulation, emulation and status, emulation and aging, emulation and technology, emulation and linguistics and the dark side of emulation. Within each area, a series of considerations are discussed.

This paper introduces emulation as an important mechanism within services marketing. It offers a research agenda focused on a variety of emerging areas in the field. The paper contributes to services marketing and future research by proposing a novel approach, via emulation, to services marketing.

Hazel Kyrk’s recognised contributions include a shift in analytic focus from production to consumption, pioneering work to measure household production as part of family income, empirical studies of family behaviour, and contributions to policy. But her account of ‘wise’ consumption and its intersection with ‘high’ living standards is not well understood. The three aims of this chapter are to explain ‘wise’ consumption across Kyrk’s three major books, to consider its role in Kyrk’s empirical studies, and to explain why it fell into oblivion. Tackling what Wesley Mitchell described as the ‘most baffling of difficulties’, Kyrk explained what constitutes a family’s ‘good’ in a manner that was critical of mere emulation. Her 1923 book required that wise consumption include new and personal elements. Her 1929/1933 book detailed five qualitative criteria (balance between interests, full and varied experiences, originality, rational sources of satisfaction, and the use of scientific information). But her 1953 book weakened this normative language, reflecting Margaret Reid’s view that Kyrk’s account was too demanding. Although Kyrk felt wise consumption avoided paternalism, her peers disagreed (Hoyt, 1938/1945; Reid, 1938/1945). We close with some problems with Kyrk’s account and a brief consideration of its continuing relevance.

The purpose of this paper aims to design a robust wind turbine emulator (WTE) based on a three-phase induction motor (3PIM).

The 3PIM is driven by a soft voltage source inverter (VSI) controlled by a specific space vector modulation. By adjusting the appropriate vector sequence selection, the desired VSI output voltage allows a real wind turbine speed emulation in the laboratory, taking into account the wind profile, static and dynamic behaviors and parametric variations for theoretical and then experimental analysis. A Mexican hat profile and a sinusoidal profile are therefore used as the wind speed system input to highlight the electrical, mechanical and electromagnetic system response.

The simulation results, based on relative error data, show that the proposed reactive power control method effectively estimates the flux and the rotor time constant, thus ensuring an accurate trajectory tracking of the wind speed for the wind emulation application.

The proposed architecture achieves its results through the use of mathematical theory and WTE topology combine with an online adaptive estimator and Lyapunov stability adaptation control methods. These approaches are particularly relevant for low-cost or low-power alternative current (AC) motor drives in the field of renewable energy emulation. It has the advantage of eliminating the need for expensive and unreliable position transducers, thereby increasing the emulator drive life. A comparative analysis was also carried out to highlight the online adaptive estimator fast response time and accuracy.

The digital contents (d-contents) are vulnerable to various threats either natural or manmade. Digital preservation is the plethora of a wide array of strategies necessary for the long-term preservation of digital objects. This study was carried out to assess the digital preservation practices for information resources in university libraries of Pakistan.

A quantitative survey based on a structured questionnaire was carried out to conduct the study. The questionnaire containing two sets of strategies (general and technical) was distributed amongst the whole population and received 90% response rate.

Overall, progressive implementation of general digital preservation practices was noted in these libraries like checking the digital collections for viruses, keeping the digital media in fire/water/theft proof locations, restricting unauthorized access, maintaining ideal humidity and temperature, and checking the digital media for functionality. Amongst the technical practices, only replication was in practice at a progressive rate, followed by metadata recording and media refreshing that was sometimes practiced in these libraries. The other technical practices were rarely or never practiced in these libraries. Significant variances in general and technical digital preservation practices were noted based on their physical locations (regional distribution).

The study contributes a comprehensive set of digital preservation practices divided into general and technical types to conduct similar studies in other parts of the world.

The findings stress the need for national and institutional policies, funding streams and skill enhancement of library staff.

The study fills the literature gap and contributes a comprehensive set of digital preservation practices divided into general and technical types to conduct similar studies in other parts of the world.

The peer-review history for this article is available at: https://publons.com/publon/10.1108/OIR-02-2023-0074

This study aims to highlight that security and flexibilities remain the main points of contention in the cordiality business. This research points to planning a framework that empowers hotel users to get to the room using a mobile access key. Advancing secured facilities, mobile phone “Near Field Communication” (NFC) innovation as the entrance device by carrying out an application containing an imitated mobile key for explicit verification access is used.

The proposed system is evaluated by triangulation of experimental, numerical and rational evaluation using partial least square structural equation modeling (PLS-SEM) with Malaysian hotel guests and employees.

The discoveries with the hypothesis supported validated that the suggested solution can eliminate physical cards, boost protection and encourage a contactless ecosystem. Theoretical, management and societal contributions are discussed here.

This experiment comes with the constraints that it was conducted in only two hotels and does not fully reflect the choices of a wider range of travellers. Secondly, the cost of existing NFC smart locks is still relatively high, and along with the development of technology, the price will decrease when supply exceeds demand.

To promote high-security attributes, NFC technology as the access system by implementing an application containing an emulated smart key for specific authentication access is used. The host-card emulation enables cost-effectiveness profit and initiating a defence system in the pandemic era.

To promote high-security attributes, NFC technology is used as the access system by implementing an application containing an emulated smart key for specific authentication access. The host-card emulation enables cost-effectiveness profit and initiating a defence system in the pandemic era.

The novelty of this study comes from the use of commonly available smartphone NFC features that are yet to be applied in the tourism ecosystem. The research provokes the applied concept of mobile smartkeys.

This chapter discusses conceptual links among Hazel Kyrk’s A Theory of Consumption (1923), the overall work of Thorstein Veblen, and Wesley C. Mitchell’s essays on spending and money. The three authors are concerned with transformations in production, related changes in the organization of consumption, and the effects on people. The approach is based on reading of Kyrk’s book in light of an integrated view of Veblen’s overall work. This chapter explains how Mitchell’s essays on money and spending built on Veblen’s work and discusses their relevance for understanding Kyrk’s book as conceptually linked to institutional economics. This chapter delineates the following commonalities: conception of living humans and money as an institution; distinction between business and industrial concerns; connection between distribution, waste, and consumption; and Veblen’s “machine process” of standardization in production and its relation to consumption. This chapter brings more detail in the conceptual and theoretical discussion of Veblen’s influence on Kyrk’s book.

This chapter explores the traditional and evolving practice of preservation. Traditional preservation practices are traced throughout history. Current practice is described as a foundation from which to understand evolving practices. Traditional preservation has historically focused on tangible assets that take a tangible form we can all see and touch. The traditional practices are compared to the evolving practices of knowledge and intangible resources. The chapter examines why, what, how, when, where we preserve, and who preserves to understand the transition in progress today. The authors make the case that shifting the traditional focus from preserving for the past and evidentiary reasons to preserving for the future to support business challenges is crucial. The authors also tie the need to refocus on historical impediments and challenges to knowledge use and reuse in practical business environments.

This commentary aims to identify the myopic drift of the marketing discipline and to opine on the areas in which the leadership of service scholars is needed. The authors identify specific areas where the input of service scholars is needed to enable the discipline to better contribute to users, providers, and society. For example, the growing gap between marketing scholarship and practical business needs is acknowledged, emphasizing the unique position of service scholars to bridge this divide. While consumer well-being is crucial, the exclusive focus on behavioral science is critiqued. Marketing’s roots are deeply connected to economics, shaping consumer choices, and service scholars can help revive marketing’s essence.

Personal reflections and historical literature assessment.

The services discipline is caught in the general myopic behavioral drift of the marketing discipline. However, they are well positioned to reverse the trend by seeking leadership in PhD programs, journal editorships and review boards, faculty recruiting, hiring and promotion, and by continuing its engagement with industry professionals.

The authors suggest extensive goals for service scholars. To accomplish these goals, it will be necessary to challenge the increasing behavioral drift of the majority of existing scholars in the discipline.

This work is original and controversial. It is meant to inspire discussion and focus attention on the problems inherent in the increasingly myopic behavioral orientation of the members of the discipline’s academic community.