The purpose of this paper is to investigate the future of business events in the “phygital” age from the viewpoint of purposes and formats, delivering a generative tool for adoption. The approach is based on constructivist epistemology. The topic was approached from the viewpoint of foresight and Design Research, firstly by designing and performing three cycles of qualitative interviews with (a) thought leaders and senior industry experts (setting the drivers for matrix tool development), for a total of 10 respondents within a gender-balanced panel (50% female, 50% male), covering Western, Asian, Arab, and North American regions. A Machine Learning-enabled scan was performed for triangulation purposes. Secondly, a generative matrix tool was designed and tested by (b) senior to midweight Design Thinkers and (c) junior to midweight emerging talents, for a total of 22 respondents. Key findings pertain to current trends and future developments in business event design and management from a “phygital” perspective, transferred into a generative matrix tool.
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This chapter investigates the deeply mediatized experience of place and space within the lived practice of events by studying two annual Dutch cultural events as cases: Oerol Festival (2017) and 3FM Serious Request (2017). Drawing on substantial datasets containing online and offline participant observations, both short in situ interviews and longer in-depth interviews with a total of 248 interviewees and large datasets from Twitter and Instagram, this chapter demonstrates that media concurrently de-spatialize, in the sense that they diminish spatial borders and overcome distance, and affirm embodied experiences of being-in-place. I argue that it is liveness - the potential connection, through media, to events that matter to us as they unfold - that creates the closeness between the near and the far elements within the “eventsphere” and binds it all together into one event-space.
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This is an empirical, descriptive study of tourists at sport mega-events. Its purpose is to describe tourists who attend sport mega-events. As an empirical study, it surveys tourists at two major sport mega-events in two different countries: the 2008 Olympic Games in China and the 2010 FIFA World Cup in South Africa. Building on a growing body of literature related to the marketing of sport mega-events, results support that both the place (China versus South Africa) and the attraction (Olympic Games versus FIFA World Cup) influence - across a number of place image variables - the nature and composition of the tourists who are attracted to the sport mega-event. The findings suggest that the sport mega-event can be used by the host country to target potential tourists who have limited interest in the event. Further, this research finds that the tourist view of the sport mega-event is influenced by the host country and the nature of the event. The research responds to a key need in both the literature and in practice, where understanding of tourists in the SME context is needed for countries, regions and communities.
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Digital transformation has been recognized for its potential to contribute to sustainability goals. It requires companies to develop their Data Analytic Capability (DAC), defined as their ability to collect, manage and analyze data effectively. Despite the governmental efforts to promote digitalization, there seems to be a knowledge gap on how to proceed, with 37% of Dutch SMEs reporting a lack of knowledge, and 33% reporting a lack of support in developing DAC. Participants in the interviews that we organized preparing this proposal indicated a need for guidance on how to develop DAC within their organization given their unique context (e.g. age and experience of the workforce, presence of legacy systems, high daily workload, lack of knowledge of digitalization). While a lot of attention has been given to the technological aspects of DAC, the people, process, and organizational culture aspects are as important, requiring a comprehensive approach and thus a bundling of knowledge from different expertise. Therefore, the objective of this KIEM proposal is to identify organizational enablers and inhibitors of DAC through a series of interviews and case studies, and use these to formulate a preliminary roadmap to DAC. From a structure perspective, the objective of the KIEM proposal will be to explore and solidify the partnership between Breda University of Applied Sciences (BUas), Avans University of Applied Sciences (Avans), Logistics Community Brabant (LCB), van Berkel Logistics BV, Smink Group BV, and iValueImprovement BV. This partnership will be used to develop the preliminary roadmap and pre-test it using action methodology. The action research protocol and preliminary roadmap thereby developed in this KIEM project will form the basis for a subsequent RAAK proposal.
Chemical preservation is an important process that prevents foods, personal care products, woods and household products, such as paints and coatings, from undesirable change or decomposition by microbial growth. To date, many different chemical preservatives are commercially available, but they are also associated with health threats and severe negative environmental impact. The demand for novel, safe, and green chemical preservatives is growing, and this process is further accelerated by the European Green Deal. It is expected that by the year of 2050 (or even as soon as 2035), all preservatives that do not meet the ‘safe-by-design’ and ‘biodegradability’ criteria are banned from production and use. To meet these European goals, there is a large need for the development of green, circular, and bio-degradable antimicrobial compounds that can serve as alternatives for the currently available biocidals/ preservatives. Anthocyanins, derived from fruits and flowers, meet these sustainability goals. Furthermore, preliminary research at the Hanze University of Applied Science has confirmed the antimicrobial efficacy of rose and tulip anthocyanin extracts against an array of microbial species. Therefore, these molecules have the potential to serve as novel, sustainable chemical preservatives. In the current project we develop a strategy consisting of fractionation and state-of-the-art characterization methods of individual anthocyanins and subsequent in vitro screening to identify anthocyanin-molecules with potent antimicrobial efficacy for application in paints, coatings and other products. To our knowledge this is the first attempt that combines in-depth chemical characterization of individual anthocyanins in relation to their antimicrobial efficacy. Once developed, this strategy will allow us to single out anthocyanin molecules with antimicrobial properties and give us insight in structure-activity relations of individual anthocyanins. Our approach is the first step towards the development of anthocyanin molecules as novel, circular and biodegradable non-toxic plant-based preservatives.
The seaweed aquaculture sector, aimed at cultivation of macroalgal biomass to be converted into commercial applications, can be placed within a sustainable and circular economy framework. This bio-based sector has the potential to aid the European Union meet multiple EU Bioeconomy Strategy, EU Green Deal and Blue Growth Strategy objectives. Seaweeds play a crucial ecological role within the marine environment and provide several ecosystem services, from the take up of excess nutrients from surrounding seawater to oxygen production and potentially carbon sequestration. Sea lettuce, Ulva spp., is a green seaweed, growing wild in the Atlantic Ocean and North Sea. Sea lettuce has a high nutritional value and is a promising source for food, animal feed, cosmetics and more. Sea lettuce, when produced in controlled conditions like aquaculture, can supplement our diet with healthy and safe proteins, fibres and vitamins. However, at this moment, Sea lettuce is hardly exploited as resource because of its unfamiliarity but also lack of knowledge about its growth cycle, its interaction with microbiota and eventually, possible applications. Even, it is unknown which Ulva species are available for aquaculture (algaculture) and how these species can contribute to a sustainable aquaculture biomass production. The AQULVA project aims to investigate which Ulva species are available in the North Sea and Wadden Sea which can be utilised in onshore aquaculture production. Modern genomic, microbiomic and metabolomic profiling techniques alongside ecophysiological production research must reveal suitable Ulva selections with high nutritional value for sustainable onshore biomass production. Selected Ulva spp lines will be used for production of healthy and safe foods, anti-aging cosmetics and added value animal feed supplements for dairy farming. This applied research is in cooperation with a network of SME’s, Research Institutes and Universities of Applied Science and is liaised with EU initiatives like the EU-COST action “SeaWheat”.
