Search results for: product innovation

Authors: Jing Li, Guang Zhou

Abstract:

Let A and B be nonnegative matrices. A new upper bound on the spectral radius ρ(A◦B) is obtained. Meanwhile, a new lower bound on the smallest eigenvalue q(AB) for the Fan product, and a new lower bound on the minimum eigenvalue q(B ◦A−1) for the Hadamard product of B and A−1 of two nonsingular M-matrices A and B are given. Some results of comparison are also given in theory. To illustrate our results, numerical examples are considered.

Keywords: Hadamard product, Fan product; nonnegative matrix, M-matrix, Spectral radius, Minimum eigenvalue, 1-path cover.

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Authors: Edward Pol

Abstract:

All companies are confronted with the need to innovate in order to meet market demands. In so doing they are challenged with the dilemma of whether to aim to be first into the market with a new innovative product, or to deliberately wait and learn from a pioneers’ mistakes; potentially avoiding higher risks. It is therefore important to critically understand from a first mover advantage and disadvantage perspective the decision-making implications of defence industry transformation onset by an innovative paradigm shift. This paper will argue that the type of industry characteristics matter, especially when considering what role the clients play in the innovation process and what their level of influence is. Through investigation of qualitative case study research, this inquiry will focus on first mover advantages and first mover disadvantages with a view to establish practical and value-added academic findings by focusing on specific industries where the clients play an active role in cooperation with the supplier innovation. The resulting findings will help managers to mitigate risk in innovative technology introduction. A selection from several defence industry innovations is specifically chosen because of the client–supplier relationship that typically differs from traditional first mover research. In this instance, case studies will be used referencing vertical-take-off-and-landing defence equipment innovations. 

Keywords: innovation, pioneer, first mover advantage, first mover disadvantage, risk

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Authors: Ilham Benali, Nasser Hajji, Nawfal Acha

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Given the fact that the pharmaceutical industry is a commonly studied sector in the context of innovation, the majority of innovation research is devoted to the developed markets known by high research and development (R&D) assets and intensive innovation. In contrast, in developing countries where R&D assets are very low, there is relatively little research to mention in the area of pharmaceutical sector innovation, characterized mainly by two principal elements which are the presence of foreign-owned firms and licensed manufacturing agreements between local firms and multinationals. With the scarcity of research in this field, this paper attempts to study the effect of these two elements on the firms’ innovation tendencies. Other traditional factors that influence innovation, which are the age and the size of the firm, the R&D activities and the market structure, revealed in the literature review, will be included in the study in order to try to make this work more exhaustive. The study starts by examining innovation tendency in pharmaceutical firms located in developing countries before analyzing the effect of foreign-owned firms and licensed manufacturing agreements between local firms and multinationals on technological, organizational and marketing innovation. Based on the related work and on the theoretical framework developed, there is a probability that foreign-owned firms and licensed manufacturing agreements between local firms and multinationals have a negative influence on technological innovation. The opposite effect is possible in the case of organizational and marketing innovation.

Keywords: Developing countries, foreign owned firms, innovation, licensed manufacturing agreements, pharmaceutical industry.

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Authors: Geoff D. Skinner

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Australia, while being a large and eager consumer of innovative and cutting edge Information and Communication Technologies (ICT), continues to struggle to remain a leader in Technological Innovation. This paper has two main contributions to address certain aspects of this complex issue. The first being the current findings of an ongoing research project on Information and Innovation Management in the Australian Information and Communication Technologies (ICT) sector. The major issues being considered by the project include: investigation of the possible inherent entrepreneurial nature of ICT; how to foster ICT innovation; and examination of the inherent difficulties currently found within the ICT industry of Australia in regards to supporting the development of innovative and creative ideas. The second major contribution is details of the I.-C.A.N. (Innovation by Collaborative Anonymous Networking) software application information management tool created and evolving in our research group. I-CAN, besides having a positive reinforcement acronym, is aimed at facilitating productive collaborative innovation in an Australian workplace. Such a work environment is frequently subjected to cultural influences such as the 'tall poppy syndrome' and 'negative' or 'unconstructive' peer-pressure. There influences are frequently seen as inhibitors to employee participation, entrepreneurship and innovation.

Keywords: Innovation Management, Knowledge Management, Technology Incubation.

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Authors: Mª del Valle Fernández Moreno; Isidro Peña García-Pardo; Jesús David Sánchez de Pablo González del Campo

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The search for competitive advantages as one of the main activities of a company has become a principle of contemporary theories on Strategic Management. Innovation facilitates a company's adaptation to the global competitive environment, representing the important strategic role that it has to play in relation to managerial performance and, as such, underlines the growing importance of innovation and the use of a company's technological assets. This paper therefore studies the effect in the results of four dimensions of technological innovation strategy on a sample of Spanish wineries, situated in the Castilla La-Mancha region of Spain, all of which are registered under the La Mancha Designation of Origin (DO).

Keywords: Company's strategy, factors of competitiveness, innovation strategy, wine industry

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Authors: Erik Pontiskoski, Kazuhiro Asakawa

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This is a conceptual paper on the application of open innovation in three case examples of Apple, Nintendo, and Nokia. Utilizing key concepts from research into managerial and organizational cognition, we describe how each company overcame barriers to utilizing open innovation strategy in R&D and commercialization projects. We identify three levels of barriers: cognitive, behavioral, and institutional, and describe the companies balanced between internal and external resources to launch products that were instrumental in companies reinventing themselves in mature markets.

Keywords: managerial cognition, open innovation.

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Authors: AHM Shamsuzzoha, Tauno Kekäle, Petri Helo

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Product customization is an essential requirement for manufacturing firms to achieve higher customers- satisfaction and fulfill business target. In order to achieve these objectives, firms need to handle both external varieties such as customer preference, government regulations, cultural considerations etc and internal varieties such as functional requirements of product, production efficiency, quality etc. Both of the varieties need to be accumulated and integrated together for the purpose of producing customized product. These varieties are presented and discussed in this paper along with the perspectives of modular product design and development process. Other development strategies such as modularity, component commonality, product family design and product platform are presented with a view to achieve product variety quickly and economically. A case example both for the concept of modular design and platform based product development process is also presented with the help of design structure matrix (DSM) tool. This paper is concluded with several managerial implications and future research direction.

Keywords: Customization modular design, platform development, product variety.

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Authors: Peña Aguilar Juan M., Valencia Luis, Pastrana Alberto, Nava Estefany, Martinez A., Vivanco M., Castañeda A.

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This paper seeks to compare the innovation of Mexico from an economic and human perspective, with the seven most innovative countries according to the Global Innovation Index 2013, done by the World Intellectual Property Organization (WIPO). The above analysis suggests nine dimensions: Expenditure on R & D, intellectual property, appropriate environment to conduct business, economic stability, triple helix for R & D, ICT Infrastructure, education, human resources and quality of life. Each dimension is represented by an indicator which is later used to construct a radial graph that compares the innovative capacity of the countries analyzed. As a result, it is proposed a new indicator of innovation called The Area of Innovation. Observations are made from the results, and finally as a conclusion, those items or dimensions in which Mexico suffers lag in innovation are identify.

Keywords: Dimension, measure, innovation level, economy, radar chart.

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Authors: Autjira Songan, Supattra Kanchanopast

Abstract:

The objectives of this research were to compare the success of SME registered in Nakorn Pathom Province divided in personal data also to study the relations between the innovation knowledge and capability and the success of SME registered in Nakorn Pathom Province and to study the relations between the work efficiency and the success of SME registered in Nakorn Pathom Province. A questionnaire was utilized as a tool to collect data. Statistics utilized in this research included frequency, percentage, mean, standard deviation, and multiple regression analysis. Data were analyzed by using Statistical Package for the Social Sciences.The findings revealed that the majority of respondents were male with the age between 25-34 years old, hold undergraduate degree, married and stay together. The average income of respondents was between 10,001-20,000 baht. It also found that in terms of innovation knowledge and capability, there were two variables had an influence on the amount of innovation knowledge and capability, innovation evaluation which were physical characteristic and innovation process.

Keywords: ccountants, Innovation, Knowledge, Work Efficiency.

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Authors: Peña Aguilar Juan M., Arriaga Barrera H., Velázquez Alejos Miguel, Genis Ernesto, Valencia Pérez L. R., Bermúdez Peña M. Carmen

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To give a general view of the innovation environments is the aim of this paper, we pretend to make an analysis between Mexico and BRICS (Brazil, Russia, India, China and South Africa- countries belonging to the group of five major emerging economies). The comparison takes by reference a set of various indicators that directly or indirectly affect innovation in a positive or negative way. Firstly, a research to obtain the values of each of the indicators was conducted, considering the main primary sources, then, within a set of radial charts is presented the resulting values of each nation and a comparison between them. Finally, a description of the gaps between Mexico and the BRICS were established, including the areas of opportunity for Mexico

Keywords: Innovation, triple-helix, innovation systems, indicators.

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Authors: F. Apaydın

Abstract:

In this empirical research, how marketing managers evaluate their firms- performances and decide to make innovation is examined. They use some standards which are past performance of the firm, target performance of the firm, competitor performance, and average performance of the industry to compare and evaluate the firms- performances. It is hypothesized that marketing managers and owners of the firm compare the firms- current performance with these four standards at the same time to decide when to make innovation relating to any aspects of the firm, either management style or products. Relationship between the comparison of the firm-s performance with these standards and innovation are searched in the same regression model. The results of the regression analysis are discussed and some recommendations are made for future studies and applicants.

Keywords: Innovation, performance evaluation standards

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Authors: Magdi Elmessiry, Adel Elmessiry

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The fashion industry represents a significant portion of the global gross domestic product, however, it is plagued by cheap imitators that infringe on the trademarks which destroys the fashion industry's hard work and investment. While eventually the copycats would be found and stopped, the damage has already been done, sales are missed and direct and indirect jobs are lost. The infringer thrives on two main facts: the time it takes to discover them and the lack of tracking technologies that can help the consumer distinguish them. Blockchain technology is a new emerging technology that provides a distributed encrypted immutable and fault resistant ledger. Blockchain presents a ripe technology to resolve the infringement epidemic facing the fashion industry. The significance of the study is that a new approach leveraging the state of the art blockchain technology coupled with artificial intelligence is used to create a framework addressing the fashion infringement problem. It transforms the current focus on legal enforcement, which is difficult at best, to consumer awareness that is far more effective. The framework, Crypto CopyCat, creates an immutable digital asset representing the actual product to empower the customer with a near real time query system. This combination emphasizes the consumer's awareness and appreciation of the product's authenticity, while provides real time feedback to the producer regarding the fake replicas. The main findings of this study are that implementing this approach can delay the fake product penetration of the original product market, thus allowing the original product the time to take advantage of the market. The shift in the fake adoption results in reduced returns, which impedes the copycat market and moves the emphasis to the original product innovation.

Keywords: Fashion, infringement, Blockchain, artificial intelligence, textiles supply.

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Authors: Veronika Gruberová

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The strengthening of competitive advantage combined with the transformation of business strategy is necessary for the company to succeed in the time of market changes. And in this sense the innovation activities of the firm are exactly significanting. Virtual firms are a specific form of enterprise in which we can't suppose all regularities obtaining in other forms. The aim of the paper is to evaluate factors influencing the innovation activity of virtual firm with the determination of their importance and influences on the basis of selected metrics.

Keywords: Innovation, virtual firm, factor

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Authors: H. Y. Pourali, V. V. Joshi, B. N. Waphare.

Abstract:

In this paper, we verify the diameter of zero divisor graphs with respect to direct product.

Keywords: Atomic lattice, complement of graph, diameter, direct product of lattices, 0-distributive lattice, girth, product of graphs, prime ideal, zero divisor graph.

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Authors: S. Abdallah, A. Khalil, A. Divine

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The purpose of this study was to explore the relationship between knowledge sharing and innovation capability, by examining the influence of individual, organizational and technological factors on knowledge sharing. The research is based on a survey of 103 employees from different organizations in the United Arab Emirates. The study is based on a model and a questionnaire that was previously tested by Lin [1]. Thus, the study aims at examining the validity of that model in UAE context. The results of the research show varying degrees of correlation between the different variables, with ICT use having the strongest relationship with the innovation capabilities of organizations. The study also revealed little evidence of knowledge collecting and knowledge sharing among UAE employees.

Keywords: Knowledge sharing, Organization Innovation, Technology Use, Innovation Capabilities.

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Authors: Soheila Raeisi, Meng Lingjie

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The interaction of customers with businesses is a process that is critical to the running of those businesses. Different levels of customer engagement and service innovation exist when pursuing value co-creation endeavors. The important thing in this whole process is for business managers know the benefits that can be realized when these activities are pursued effectively. The purpose of this paper is to first identify the importance of value co-creation when pursued via customer engagement and service innovation. Secondly, it will also identify the conditions under which value co-destruction can occur on the same. The background of the topic will be reviewed followed by the literature review with a special focus on the definition of these terms and the research design to be used. The research found that it is beneficial to have a strong relationship between stakeholders and the business in order to have strong customer engagement and service innovation.

Keywords: Customer engagement, service innovation, value co-creation, value co-destruction.

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Authors: Sara Tessitore, Tiberio Daddi, Fabio Iraldo

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The article aims to investigate the presence of a correlation between eco-innovation and economic performance within industrial districts. The case analyzed in this article is based on a study concerning a sample of 54 Italian industrial clusters entitled "Eco-Districts" that has compiled a list of the most eco-efficient districts at the national level. After selecting two districts, this study assesses the economic performance of the last three years through the analysis of trends in four indicators. The results show that only in some cases there is a connection between eco innovation and economic performance.

Keywords: clusters, industrial districts, eco-innovation, economic performance.

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Authors: Mario Gómez, José Carlos Rodríguez

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This paper analyzes innovation trends in South Korea by means of the number of patent applications filed by residents and nonresidents during the period 1965 to 2012. Making use of patent data released by the World Intellectual Property Organization (WIPO), we search for the presence of multiple structural changes in patent application series in this country. These changes may suggest that firms’ innovative activity has been modified as a result of implementing some science, technology and innovation (STI) policies. Accordingly, the new regulations implemented in this country in the last decades have influenced its innovative activity. The question conducting this research is thus how STI policies in South Korea have influenced its innovation activity. The results confirm the existence of multiple structural changes in the series of patent applications resulting from alternative STI policies implemented during these years.

Keywords: Econometric methods, innovation activity, South Korea, patent applications, science, technology and innovation (STI) policy.

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Authors: T. Konst

Abstract:

Most jobs include training and communication tasks, but often the people in these jobs lack pedagogical competences to plan, implement and assess learning. This paper aims to discuss how a learning approach called innovation pedagogy developed in higher education can be utilized for learning development in various organizations. The methods presented how to implement innovation pedagogy such as process consultation and train the trainer model can provide added value to develop pedagogical knowhow in organizations and thus support their internal learning and development.

Keywords: Innovation pedagogy, learning, organizational development, process consultation.

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Authors: H. Lang, M. Bader, A. Buchroithner

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Holistic methods covering the development process as a whole – e.g. systems engineering – have established themselves in product design. However, technical product optimization, representing improvements in efficiency and/or minimization of loss, usually applies to single components of a system. A holistic approach is being defined based on a hierarchical point of view of systems engineering. This is subsequently presented using the example of an electromechanical flywheel energy storage system for automotive applications.

Keywords: Design, product development, product optimization, systems engineering, flywheel energy storage.

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Authors: Jieun Kim, Yongtae Park, Hakyeon Lee

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The emergence of mobile application services and App Store has led to the explosive growth of user innovation, which users voluntarily contribute to. User innovation communities where end users freely reveal innovative ideas and needs with other community members are becoming increasingly influential in this area. However, user-s ideas in user innovation community are not enough to be new service opportunity, because some of them can already developed as existing services in App Store. Moreover, the existing services similar to new service opportunity can be significant references to apply analogy to develop service concept. In response, this research proposes Case-Based Reasoning approach to matching the user needs and existing services, identifying unmet opportunistic user needs, and retrieving similar services with opportunity. Due to its intuitive and transparent algorithm, users related to App Store innovation communities can easily employ Case-Based Reasoning based approach to their innovation.

Keywords: App Store, Case-Based Reasoning, Mobile Application Service, User innovation community.

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Authors: Rhoann Kerh, Chen-Fu Chien, Kuo-Yi Lin

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In the era of rapidly increasing notebook market, consumer electronics manufacturers are facing a highly dynamic and competitive environment. In particular, the product appearance is the first part for user to distinguish the product from the product of other brands. Notebook product should differ in its appearance to engage users and contribute to the user experience (UX). The UX evaluates various product concepts to find the design for user needs; in addition, help the designer to further understand the product appearance preference of different market segment. However, few studies have been done for exploring the relationship between consumer background and the reaction of product appearance. This study aims to propose a data mining framework to capture the user’s information and the important relation between product appearance factors. The proposed framework consists of problem definition and structuring, data preparation, rules generation, and results evaluation and interpretation. An empirical study has been done in Taiwan that recruited 168 subjects from different background to experience the appearance performance of 11 different portable computers. The results assist the designers to develop product strategies based on the characteristics of consumers and the product concept that related to the UX, which help to launch the products to the right customers and increase the market shares. The results have shown the practical feasibility of the proposed framework.

Keywords: Consumers Decision Making, Product Design, Rough Set Theory, User Experience.

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Authors: Beata Ślusarczyk, Sebastian Kot

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In subjective terms, Polish SME sector occupies a prominent position in the national economic development, in which planning of the management strategies should be primarily based on identifying and meeting the innovation needs. As a research sample, there is chosen a printing sector of industry. SMEs share in printing sector in Poland is estimated at the level of 81% of all enterprises. In recent years, the printing industry achieved one of the highest levels of EU support in Poland. There is a relatively high increase in the development of technological innovations in equipment and the associated significant increase in production capacity. It can be also noticed that on average, every third enterprise belonging to the printing industry has implemented innovations, but not all of them effected in better economic results. Therefore, the aim of this article is to evaluate the impact of the implementation of innovation projects financed from the EU funds for performance of SMEs in the printing industry. As the results of research of EU funds co-financing effects on the development of innovation in the printing industry, it was specified that examined SMEs prefer to implement product innovation to receive a grant to the project at a level between 40% to 60%, the remaining part of the investment is usually covered with equity. The most common type of innovation had indicated a single implementation, related only to the change in process, technology, or organization. The relationship between variables of the EU funds and management of innovative activities was verified. It has been observed that the identified variables arising from the support in a form of the EU funds had a positive effect on the level of earned revenue, the increase in margin and in increase in employment as well. It was confirmed that the implemented innovations supported by the European funds have a positive impact on the performance of the printing companies. Although there is a risk that due to the decreasing demand for printing services such a high level of funding the companies in this sector will significantly increase competition in the long term, that may also contribute to the economic problems of the enterprises belonging to the analyzed branch.

Keywords: Innovations, SMEs, performance, results.

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Authors: Yu-Syuan Chang, Li-Chun Huang

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Genetically modified (GM) technology in food production continued to generate controversies. Consumers were concerned with the GM foods about the healthy and environmental risks. While consumers- acceptance was a critical factor affecting how widely this technology be used. According to the research review, consumers- lack of information was one of the reasons to explain consumers- low acceptance toward GM foods. The objective for this study wanted to find out would informative product package affect consumers- behavior toward GM foods. An experiment was designed to investigate consumer behavior toward different product package information. The results indicated that the product package information influenced consumer product trust toward GM foods. Compared with the traceability production system information, the information about the GM rice was approved by authorized organizations could increase consumers product trust in GM foods. Consumers in Taiwan saw the information provided by authorized organizations more credible than other information.

Keywords: product package information, genetically modifiedfood, consumer product trust, risk perception, benefit perception.

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Authors: L. Zehtaban, D. Roller

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Apart from geometry, functionality is one of the most significant hallmarks of a product. The functionality of a product can be considered as the fundamental justification for a product existence. Therefore a functional analysis including a complete and reliable descriptor has a high potential to improve product development process in various fields especially in knowledge-based design. One of the important applications of the functional analysis and indexing is in retrieval and design reuse concept. More than 75% of design activity for a new product development contains reusing earlier and existing design know-how. Thus, analysis and categorization of product functions concluded by functional indexing, influences directly in design optimization. This paper elucidates and evaluates major classes for functional analysis by discussing their major methods. Moreover it is finalized by presenting a noble hybrid approach for functional analysis.

Keywords: Functional analysis, design reuse, functionalindexing and representation.

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Authors: Numtip Trakulmaykee, Ahmad Suhaimi Baharudin, Muhammad Rafie Mohd. Arshad

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This study investigates theoretical model of tourist intention in the context of mobile tourism guide. The research model consists of three constructs: mobile design quality, innovation characteristics, and intention to use mobile tourism guide. In order to investigate the effects of determinants and examine the relationships, partial least squares is employed for data analysis and research model development. The results show that mobile design quality and innovation quality significantly impact on tourists’ intention to use mobile tourism guide. Furthermore, mobile design quality has a strong influence on innovation characteristics, and cannot be the moderator on the relationship between innovation characteristics and tourists’ intention to use mobile tourism guide. Our findings propose theoretical model for mobile research and provide an important guideline for developing mobile application.

Keywords: Design quality, Innovation characteristics, Intention, Mobile tourism guide.

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Authors: Chih Chin Yang

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The paper proposed a new theory of intellectual capital (so called IC) and a value approach in associated with production and market. After an in-depth review and research analysis of leading firms in this field, a holistic intellectual capital model is discussed, which involves transport, delivery supporting, and interface and systems of on intellectual capital. Through a quantity study, it is found that there is a significant relationship between the product value and infrastructure in a company. The product values are transferred from intellectual capital elements which includes three elements of content and the enterprise includes three elements of infrastructure in its market and product values of enterprise. 

Keywords: Enterprise, product value, intellectual capital.

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Authors: B. Fahimnia, L.H.S. Luong, B. Motevallian, R. M. Marian, M. M. Esmaeil

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Product Lead Time (PLT) is the period of time from receiving a customer's order to delivering the final product. PLT is an indicator of the manufacturing controllability, efficiency and performance. Due to the explosion in the rate of technological innovations and the rapid changes in the nature of manufacturing processes, manufacturing firms can bring the new products to market quicker only if they can reduce their PLT and speed up the rate at which they can design, plan, control, and manufacture. Although there is a substantial body of research on manufacturing relating to cost and quality issues, there is no much specific research conducted in relation to the formulation of PLT, despite its significance and importance. This paper analyzes and formulates PLT which can be used as a guideline for achieving the shorter PLT. Further more this paper identifies the causes of delay and factors that contributes to the increased product lead-time.

Keywords: Manufacturing Control, Manufacturing Lead Time, Manufacturing Planning, Product Design, and Product Lead Time.

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Authors: Guolong Zhong, Venkatesh Chennam Vijay, Ilias Oraifige

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In the last 20 years, Knowledge Based Engineering (KBE) has shown its advantages in product development in different engineering areas such as automation, mechanical, civil and aerospace engineering in terms of digital design automation and cost reduction by automating repetitive design tasks through capturing, integrating, utilising and reusing the existing knowledge required in various aspects of the product design. However, in primary design stages, the descriptive information of a product is discrete and unorganized while knowledge is in various forms instead of pure data. Thus, it is crucial to have an integrated product model which can represent the entire product information and its associated knowledge at the beginning of the product design. One of the shortcomings of the existing product models is a lack of required knowledge representation in various aspects of product design and its mapping to an interoperable schema. To overcome the limitation of the existing product model and methodologies, two key factors are considered. First, the product model must have well-defined classes that can represent the entire product information and its associated knowledge. Second, the product model needs to be represented in an interoperable schema to ensure a steady data exchange between different product modelling platforms and CAD software. This paper introduced a method to provide a general product model as a generative representation of a product, which consists of the geometry information and non-geometry information, through a product modelling framework. The proposed method for capturing the knowledge from the designers through a knowledge file provides a simple and efficient way of collecting and transferring knowledge. Further, the knowledge schema provides a clear view and format on the data that needed to be gathered in order to achieve a unified knowledge exchange between different platforms. This study used a game-based platform to make product modelling environment accessible for non-engineers. Further the paper goes on to test use case based on the proposed game-based product modelling environment to validate the effectiveness among non-engineers.

Keywords: Game-based learning, knowledge based engineering, product modelling, design automation.

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Authors: Zuhal Hussein, Nabsiah Abdul Wahid, Norizan Saad

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In line with changes of consumers modern lifestyle has call for the advertising strategy to change. This research is to find out how game with telepresence and product experience embedded in the computer game to affect users- intention to purchase. Game content developers are urging to consider of placing product message as part of game design strategy that can influence the game player-s intention to purchase. Experiment was carried out on two hundred and fifty undergraduate students who volunteered to participate in the Internet game playing activities. A factor analysis and correlation analysis was performed on items designed to measure telepresence, attitudes toward telepresence, and game player intention to purchase the product advertise in the game that respondents experienced. The results indicated that telepresence consist of interactive experience and product experience. The study also found that product experience is positively related to the game players- intention to purchase. The significance of product experience implies the usefulness of an interactive advertising in the game playing to attract players- intention to purchase the advertised product placed in the creative game design.

Keywords: Purchase intention, telepresence, product experience, interactive experience.

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