In the current market, the focus is more and more on building long-term relationships with clients in which value is created, communicated and delivered. This also means developing a new customer relationship focus that goes beyond the consumer orientation that has thus far dominated the practice of marketing. In a user-driven approach, the basis is no longer the product range, the world of the manufacturer or supplier, but rather the experience of the user. This has implications not only for manufacturers and service providers, but also for marketeers and market researchers. We feel that the most commonly used methods and techniques do not answer to the new demands of the market. We have therefore adapted emerging generative user research methods from the field of design as a basis for a truly user-driven market approach. As part of the Fitness in Motion project -a programme aimed at helping the health club industry develop a stronger customer orientation- we applied Contextmapping, a generative technique that has already proved its worth in the world of industrial product development and interaction design.
Climate change and changing land use challenge the livability and flood safety of Dutch cities. One option cities have to become more climate-proof is to increase infiltration of stormwater into soil through permeable pavement and thus reduce discharge of stormwater into sewer systems. To analyze the market receptivity for permeable pavements in the Netherlands, this article focuses on the perception of end-users towards key transition factors in the infrastructure transformation processes. Market receptivity was studied on two levels: (1) on the system level, by analyzing 20 key factors in the Dutch urban water sector that enable wider application of permeable pavements; and (2) on the technology level, by analyzing 12 key factors that explain why decision makers select permeable pavements or not. Results show that trust between cooperating partners was perceived as the system level key factor that needs to be improved most to facilitate the wider uptake of permeable pavements. Additionally, the association of end-users with permeable pavement, particularly their willingness to apply these technologies and their understanding of what kinds of benefits these technologies could bring, was regarded the most important receptivity attribute. On the technology level, the reliability of permeable pavement was regarded as the most important end-user consideration for selecting this technology.
In order to achieve much-needed transitions in energy and health, systemic changes are required that are firmly based on the principles of regard for others and community values, while at the same time operating in market conditions. Social entrepreneurship and community entrepreneurship (SCE) hold the promise to catalyze such transitions, as they combine bottom-up social initiatives with a focus on financially viable business models. SCE requires a facilitating ecosystem in order to be able to fully realize its potential. As yet it is unclear in which way the entrepreneurial ecosystem for social and community entrepreneurship facilitates or hinders the flourishing and scaling of such entrepreneurship. It is also unclear how exactly entrepreneurs and stakeholders influence their ecosystem to become more facilitative. This research programme addresses these questions. Conceptually it integrates entrepreneurial ecosystem frameworks with upcoming theories on civic wealth creation, collaborative governance, participative learning and collective action frameworks.This multidisciplinary research project capitalizes on a unique consortium: the Dutch City Deal ‘Impact Ondernemen’. In this collaborative research, we enhance and expand current data collection efforts and adopt a living-lab setting centered on nine local and regional cases for collaborative learning through experimenting with innovative financial and business models. We develop meaningful, participatory design and evaluation methods and state-of-the-art digital tools to increase the effectiveness of impact measurement and management. Educational modules for professionals are developed to boost the abovementioned transition. The project’s learnings on mechanisms and processes can easily be adapted and translated to a broad range of impact areas.
The postdoc candidate, Sondos Saad, will strengthen connections between research groups Asset Management(AM), Data Science(DS) and Civil Engineering bachelor programme(CE) of HZ. The proposed research aims at deepening the knowledge about the complex multidisciplinary performance deterioration prediction of turbomachinery to optimize cleaning costs, decrease failure risk and promote the efficient use of water &energy resources. It targets the key challenges faced by industries, oil &gas refineries, utility companies in the adoption of circular maintenance. The study of AM is already part of CE curriculum, but the ambition of this postdoc is that also AM principles are applied and visible. Therefore, from the first year of the programme, the postdoc will develop an AM material science line and will facilitate applied research experiences for students, in collaboration with engineering companies, operation &maintenance contractors and governmental bodies. Consequently, a new generation of efficient sustainability sensitive civil engineers could be trained, as the labour market requires. The subject is broad and relevant for the future of our built environment being more sustainable with less CO2 footprint, with possible connections with other fields of study, such as Engineering, Economics &Chemistry. The project is also strongly contributing to the goals of the National Science Agenda(NWA), in themes of “Circulaire economie en grondstoffenefficiëntie”,”Meten en detecteren: altijd, alles en overall” &”Smart Industry”. The final products will be a framework for data-driven AM to determine and quantify key parameters of degradation in performance for predictive AM strategies, for the application as a diagnostic decision-support toolbox for optimizing cleaning &maintenance; a portfolio of applications &examples; and a new continuous learning line about AM within CE curriculum. The postdoc will be mentored and supervised by the Lector of AM research group and by the study programme coordinator(SPC). The personnel policy and job function series of HZ facilitates the development opportunity.
Despite the benefits of the widespread deployment of diverse Internet-enabled devices such as IP cameras and smart home appliances - the so-called Internet of Things (IoT) has amplified the attack surface that is being leveraged by cyber criminals. While manufacturers and vendors keep deploying new products, infected devices can be counted in the millions and spreading at an alarming rate all over consumer and business networks. The objective of this project is twofold: (i) to explain the causes behind these infections and the inherent insecurity of the IoT paradigm by exploring innovative data analytics as applied to raw cyber security data; and (ii) to promote effective remediation mechanisms that mitigate the threat of the currently vulnerable and infected IoT devices. By performing large-scale passive and active measurements, this project will allow the characterization and attribution of compromise IoT devices. Understanding the type of devices that are getting compromised and the reasons behind the attacker’s intention is essential to design effective countermeasures. This project will build on the state of the art in information theoretic data mining (e.g., using the minimum description length and maximum entropy principles), statistical pattern mining, and interactive data exploration and analytics to create a casual model that allows explaining the attacker’s tactics and techniques. The project will research formal correlation methods rooted in stochastic data assemblies between IoT-relevant measurements and IoT malware binaries as captured by an IoT-specific honeypot to aid in the attribution and thus the remediation objective. Research outcomes of this project will benefit society in addressing important IoT security problems before manufacturers saturate the market with ostensibly useful and innovative gadgets that lack sufficient security features, thus being vulnerable to attacks and malware infestations, which can turn them into rogue agents. However, the insights gained will not be limited to the attacker behavior and attribution, but also to the remediation of the infected devices. Based on a casual model and output of the correlation analyses, this project will follow an innovative approach to understand the remediation impact of malware notifications by conducting a longitudinal quasi-experimental analysis. The quasi-experimental analyses will examine remediation rates of infected/vulnerable IoT devices in order to make better inferences about the impact of the characteristics of the notification and infected user’s reaction. The research will provide new perspectives, information, insights, and approaches to vulnerability and malware notifications that differ from the previous reliance on models calibrated with cross-sectional analysis. This project will enable more robust use of longitudinal estimates based on documented remediation change. Project results and methods will enhance the capacity of Internet intermediaries (e.g., ISPs and hosting providers) to better handle abuse/vulnerability reporting which in turn will serve as a preemptive countermeasure. The data and methods will allow to investigate the behavior of infected individuals and firms at a microscopic scale and reveal the causal relations among infections, human factor and remediation.
