Design Fiction Diegetic Prototyping: A Research Framework for Visualizing Service Innovations

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.Purpose: This paper presents a design fiction diegetic prototyping methodology and research framework for investigating service innovations that reflect future uses of new and emerging technologies. Design/methodology/approach: Drawing on speculative fiction, we propose a methodology that positions service innovations within a six-stage research development framework. We begin by reviewing and critiquing designerly approaches that have traditionally been associated with service innovations and futures literature. In presenting our framework, we provide an example of its application to the Internet of Things (IoT), illustrating the central tenets proposed and key issues identified. Findings: The research framework advances a methodology for visualizing future experiential service innovations, considering how realism may be integrated into a designerly approach. Research limitations/implications: Design fiction diegetic prototyping enables researchers to express a range of ‘what if’ or ‘what can it be’ research questions within service innovation contexts. However, the process encompasses degrees of subjectivity and relies on knowledge, judgment and projection. Practical implications: The paper presents an approach to devising future service scenarios incorporating new and emergent technologies in service contexts. The proposed framework may be used as part of a range of research designs, including qualitative, quantitative and mixed method investigations. Originality: Operationalizing an approach that generates and visualizes service futures from an experiential perspective contributes to the advancement of techniques that enables the exploration of new possibilities for service innovation research

Cyborgs as Frontline Service Employees: A Research Agenda

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.Purpose This paper identifies and explores potential applications of cyborgian technologies within service contexts and how service providers may leverage the integration of cyborgian service actors into their service proposition. In doing so, the paper proposes a new category of ‘melded’ frontline service employees (FLEs), where advanced technologies become embodied within human actors. The paper presents potential opportunities and challenges that may arise through cyborg technological advancements and proposes a future research agenda related to these. Design/methodology This study draws on literature in the fields of services management, Artificial Intelligence [AI], robotics, Intelligence Augmentation [IA] and Human Intelligence [HIs] to conceptualise potential cyborgian applications. Findings The paper examines how cyborg bio- and psychophysical characteristics may significantly differentiate the nature of service interactions from traditional ‘unenhanced’ service interactions. In doing so, we propose ‘melding’ as a conceptual category of technological impact on FLEs. This category reflects the embodiment of emergent technologies not previously captured within existing literature on cyborgs. We examine how traditional roles of FLEs will be potentially impacted by the integration of emergent cyborg technologies, such as neural interfaces and implants, into service contexts before outlining future research directions related to these, specifically highlighting the range of ethical considerations. Originality/Value Service interactions with cyborg FLEs represent a new context for examining the potential impact of cyborgs. This paper explores how technological advancements will alter the individual capacities of humans to enable such employees to intuitively and empathetically create solutions to complex service challenges. In doing so, we augment the extant literature on cyborgs, such as the body hacking movement. The paper also outlines a research agenda to address the potential consequences of cyborgian integration

Investigation of the aerodynamic characteristics of a lifting body in ground proximity

The use of cambered hull shapes in the next generation of lighter-than-air vehicles to enhance aerodynamic performance, together with optimized take-off manoeuvre profiles, will require a more detailed understanding of ground proximity effects for such aircraft. A series of sub-scale wind tunnel tests at Re = 1.4 x 106 on a 6:1 prolate spheroid are used to identify potential changes in aerodynamic lift, drag and pitching moment coefficients that are likely to be experienced on the vehicle hull in isolation when in close ground proximity. The experimental data is supported by a preliminary assessment of surface pressure changes using a high order panel method (PANAIR) and RANS CFD simulations to assess the flow structure. The effect of ground proximity, most evident when non-dimensional ground clearance (h/c) < 0.3, is to reduce lift coefficient, increase drag coefficient and increase the body pitching moment coefficient

Transfer of brand knowledge in business-to-business markets: A qualitative study

This is the author's accepted manuscript (under the provisional title "Transfer of brand knowlede in business-to-business markets by brand when personified as a human: A qualitative study"). The final published article is available from the link below. This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here (http://bura.brunel.ac.uk/handle/2438/8377). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.Purpose – This paper presents the approach of a one-to-one relationship for branding in business-to-business markets. With qualitative evidence, the paper seeks to clarify the links between branding, relationship marketing and purchase intention of resellers and to discuss the contribution of brand personified as brand representatives to the brand knowledge of resellers. The aim of this paper is to understand how this transfer of knowledge by brand personified as representatives of the brand is reflected in the selection process of brand for resale by resellers. Design/methodology/approach – The theory is used to develop a testable model. Information from the field was gathered through 12 in-depth interviews of brand managers of international IT brands. These interviews helped to give a deeper insight into the topic and contributed to the categorization of different themes to be developed into constructs. Components that emerged from the interviews were from different disciplines and were useful in making linkages between these disciplines. Findings – Interviewees associated the role of brand personified (as brand representative) as a conduit between brand and resellers. Given the findings, brand when personified as a human can be used to manage reseller relationships in a business-to-business network. The brand personified with its metaphorical properties enables the resellers not only to clearly understand brand-related information but also to make positive evaluations about the brand. Empirical research would be helpful to establish the indicators of brand personification and to enhance the understanding of the concept. Practical implications – The study will be useful for senior managers of brands operating in competitive and complex business-to-business networks. It will enable them to use the categories and components to ensure that their brand is the preferred brand for resellers operating in the network. Originality/value – The approach will be helpful in linking different functions of the organization to measure the contribution made by employees representing the brand to resellers in competitive markets by imparting knowledge about the brand to resellers

A Rat Body Phantom for Radiation Analysis

To reduce the uncertainties associated with estimating the biological effects of ionizing radiation in tissue, researchers rely on laboratory experiments in which mono-energetic, single specie beams are applied to cell cultures, insects, and small animals. To estimate the radiation effects on astronauts in deep space or low Earth orbit, who are exposed to mixed field broad spectrum radiation, these experimental results are extrapolated and combined with other data to produce radiation quality factors, radiation weighting factors, and other risk related quantities for humans. One way to reduce the uncertainty associated with such extrapolations is to utilize analysis tools that are applicable to both laboratory and space environments. The use of physical and computational body phantoms to predict radiation exposure and its effects is well established and a wide range of human and non-human phantoms are in use today. In this paper, a computational rat phantom is presented, as well as a description of the process through which that phantom has been coupled to existing radiation analysis tools. Sample results are presented for two space radiation environments

Cyborgian encounters in relationship marketing contexts

The paper discusses the theoretical development and concepts that may apply to a new class of human-robot relationship for marketing contexts. The presentation will discuss the preliminary findings into how firms/brands may integrate cyborgian service actors into their propositions

Robot relationships within communal/exchange service contexts: working paper

Emergent technologies are rapidly transforming the nature of services and service experiences. One particular area predicted to have a significant impact on these is the integration of robots into service systems. However, extant literature on service provider-user encounters and their consequential relationships implicitly assumes that the key social agents involved are primarily human. This proposed research will address this gap by investigating the extent to which robot anthropomorphization/animacy influences user perceptions of competence/professionalism and/or social cognition. It considers the impact of these on provider-user relational trust within contrasting service contexts. Specifically, using an innovative methodological approach, it will examine the extent to which ‘communal’ and ‘exchange’ contexts are influential on relational development intention and the type of relationship sought by service users