Volume 1, Issue 1, March 2015

Title: Dynamic Capabilities in Malaysian Electrical and Electronic

Industry

DYNAMIC CAPABILITIES IN MALAYSIAN ELECTRICAL AND

ELECTRONIC INDUSTRY Azura Onn

Department of Management and Human Resource

Universiti Tenaga Nasional, Malaysia

azura@uniten.edu.my

Saad Masood Butt

Computer and Software Engineering Department

Bahria University Islamabad, Pakistan

saadmasoodbutt668@yahoo.com

ABSTRACT

In a turbulent environment in order to sustain competitive performance, electrical and electronics products require new

manufacturing processes which involved with the development and introduction of new process technologies. Three main elements

of firm’s capabilities are (1) Adaptive capabilities (2) Absorptive capabilities and (3) Innovative capabilities. There are many

empirical and conceptual studies of these capabilities are available, no studies have combined them as component factors of dynamic

capabilities. Therefore, to address the theoretical gaps on the construct of dynamic capabilities, we observed that firm’s combinative

dynamic capabilities components are absorptive capability, adaptive capability and innovative capability in the dynamic capabilities

theoretical framework. In this study, we argue that these three elements are the component factors of dynamic capabilities across

firms and industries. A theoretical model of combinative dynamic capability building via a review of preliminary empirical evidence

in support of the argument made. Finally, implications of the combinative dynamic capabilities are discussed and an agenda for

future research efforts is advanced.

Keywords: Dynamic capabilities, Innovation, Adaptive capacity, Absorptive capabilities

INTRODUCTION

Firms in high volatile market such as electrical and electronic firm operate significantly different from those in the static market.

Faced with changes and turbulence, the possession of dynamic capabilities is relevant to achieving a competitive advantage over

time, and to the successful performance [1]. A firm that has the ability to adapt to volatile environment of changing external

conditions e.g. changing technology, changing customers’ taste and preferences , by building new capabilities and resource configurations is suggested to be the real source of sustained competitive advantage [2]. In a turbulent environment in order to

sustain its competitive performance, electrical and electronics products require new manufacturing processes which involved with

the development and introduction of new process technologies [3]. Hence, we choose electrical and electronics industry because

electrical and electronics industry exemplifies as a perfect setting to examine dynamic capabilities, due to its rapid technological

innovation, short span of product lifecycles and fast price declines that define it [4].

The electrical and electronics industry is a significant contributor to Malaysia’s economy, which in 2009 accounted for 6 per cent

of Malaysia’s gross national income (GNI), 522,000 jobs and 41 per cent of Malaysia’s total exports (ETP reports 2010). Electrical

and electronics industry export in general has a comparative advantage over other competitors such as Indonesia, Thailand and

China [6]. The decline in electrical and electronics industry exports since 2000 till present due to the volatile market has created an

alarming situation to the Malaysian economy in general [7]. Over the last 10 years, electrical and electronics industry share of

Malaysian exports has declined. Electrical and electronics industry exports have grown more slowly than other exports at 0.4 per

cent for electrical and electronics versus 7 per cent for all exports, resulting in a decline in its share of exports from 59 per cent in

2000 to 41 per cent in 2009 (ETP report 2010) [5] .

THE SIGNIFICANCE OF FIRMS CAPABILITIES

Capabilities of a firm are crucial in ensuring the whole performance within the organisation to meet up its objectives and goals. A

capability is firm specific since it is embedded in the organization and its processes [8]. This firm-specific character of capabilities

indicates that if a firm is completely dissolved, then its capabilities would also vanish. This means that capabilities refer to a firm’s capacity to deploy and coordinate different combination of resources through firm’s processes to affect a desired end [10]. In a

dynamic environment these capabilities changed in their characters to be of more strategic relevance with the VRIN attributes:

valuable to the customer, rare and unique, inimitable through causal ambiguity or social complexity, and non- substitutable [9].

DYNAMIC CAPABILITIES

Dynamic capability is one of the most important constructs in strategic management in recent decades [11]. For the past fifteen years since it was first introduced the literature on dynamic capabilities has rapidly grown. Dynamic capabilities are defined as “the firm’s ability to integrate, build, and reconfigure internal and external competences to address rapidly changing environments” [14]. The concept of firm’s dynamic capabilities as the ultimate source of competitive advantage has opened an avenue for strategic researches [15]. Since then the notion of Dynamic Capabilities [12] has attracted strategic management researchers [13].

Many theoretical works emerged and deepened the understanding of dynamic capabilities concept [17]. However, there is a broad conceptual basis and vague definition of key terms at the outset, several distinct perspectives on the nature of dynamic capabilities evolved during recent years [16]. As emphasized by [17] on core competencies reconstruction. All of the authors link the term dynamic capabilities to another known term to explain the essence of dynamic capabilities. Unfortunately they fail to define in detail what dynamic capabilities are and what they consist of. Not surprisingly, there exists no generally accepted framework for dynamic capabilities in academia [18]. Even though, there are many theoretical and conceptual literatures on dynamic capabilities. However, only a few empirical analyses have explored the processes inside the firms that lead to dynamic capabilities or have attempted to define and measure their performance effects [20].

As explain [20], “Dynamic capabilities do not directly affect output for the firm in which they reside, but indirectly contribute to the output of the firm through an impact on operational capabilities” [21]. Therefore, dynamic capabilities are the antecedent organisational and strategic routines by which managers alter their source base to generate new value-creating strategies [22]. More specifically, dynamic capabilities are embedded in routine organizational processes that guide the evolution of a firm’s resource configuration and operational routines [23]. As such, they are the drivers behind the creation, evolution, and recombination of other resources into new sources of competitive advantage [24]. Thus, we adopt [25] definition of dynamic capabilities as the processes to reconfigure a firm's resources and operational routines in the manner anticipated and deemed appropriate by its principal decision makers.

This paper explores the firm’s vital capabilities components in crucial activities in the electrical and electronics hyper competitive industry. However, more than the resources themselves, it is the specific decisions involved in how resources are accessed, combined, and deployed that generate a firm’s capabilities [26]. For purposes of this article, we adopt the definition of organizational capabilities espoused by Grant [27], that is, the “ability to perform repeatedly a productive task which relates either directly or indirectly to a firm’s capacity for creating value through effecting the transformation of inputs into outputs.” From this perspective, resources serve as the inputs, or “source of a firm’s capabilities” [28].Through dynamic capabilities framework we try to explain how new capabilities can be developed and how novel resource and capability combinations help development of new product under conditions of technological and market change [29].

Therefore, by exploring the firm’s capabilities components we are addressing the theoretical gaps on the construct of dynamic capabilities, we observed that firm’s combinative dynamic capabilities components are absorptive capability, adaptive capability and innovative capability in the dynamic capabilities theoretical framework. Absorptive capabilities are important for firms involved in electrical and electronics to apply the latest external knowledge through learning processes [30]. Innovative capabilities are essential for developing electrical and electronics products to refine or replace existing products [31]. Adaptive capabilities are needed for identification and assessment of emerging market opportunities [32]. In this study we employ on [33] understanding that these three elements are correlated but conceptually distinct and the most vital and relevant construct of dynamic capabilities.

DISTINGUISHING FIRM’S COMBINATIVE DYNAMIC CAPABILTIES

Dynamic capabilities consist of several components and aspects being inherent within organizational processes. In their literature

review of dynamic capabilities Wang and Ahmed (2007) identify three key component factors i.e. adaptive capability, absorptive

capability and innovative capability. Underlying these components are firm-specific processes in which integration, reconfiguration,

renewal and recreation occur (Wang and Ahmed, 2007). In a hypercompetitive market the most successful firms are those which

are timely in response (adaptive capabilities)) with rapid and flexible product innovation (Innovative capabilities) in combination

with the management capability to coordinate and reorganize (absorptive capabilities) both, internal and external competences

effectively (Teece, Pisano and Shuen, 1997). This is the context where combinative dynamic capabilities play their vital strategic

roles.

The importance of knowledge for dynamic capabilities and the capability-building process is well recognized [33]. Dynamic

capabilities develop and build from organizational routines that support experience accumulation, knowledge articulation and

knowledge codification [34]. Dynamic capabilities tend to leverage actors, organizational structure, incentive system, and company

culture. These four groups of resources are those that dynamic capabilities must use and leverage in order to generate continuous

product innovation. Resources must be compatible among them and must present internal coherence in order to allow the capability

to deploy its function. In dynamic capabilities framework posits that knowledge assets and managerial dynamics are the core of

profit maximization in a highly volatile market [35]. Which is consistent with Marshall [32] observed that “capital consists in a

great part in knowledge and organization: and of this some part is private property and the other part is not. Knowledge is our most

powerful engine of production— organization aids knowledge”. The (dynamic) capabilities framework, which posits that knowledge assets and their (dynamic) management have become central

to profit maximization in an era of globalized commerce and information, suggests a new theory of the firm, one that is consistent

with the observation of Marshall [36] that “capital consists in a great part in knowledge and organization: and of this some part is

private property and the other part is not. Knowledge is our most powerful engine of production— organization aids knowledge”. Creating new knowledge does not occur in abstraction from current abilities. Rather, new learning, such as innovations, arc products

of a firm's combinative capabilities to generate new applications from existing knowledge. By combinative capabilities, we mean

the intersection of the capability of the firm to exploit its knowledge and the unexplored potential of the technology [37] originally

called the degree of "technological opportunity.

ADAPTIVE CAPABILITY

Adaptive capability is defined as a firm’s ability to recognise and capitalize on emerging market opportunities cited in [19] [20]

[21]. In [19] distinguishes adaptive capability from adaptation whereby a state of adaptation of a firm is one in which it can survive

the conditions of its environment. The latter describes an optimal end state of survival for a firm, while adaptive capability focuses

more on effective search and balancing exploration and exploitation strategies in [16]. In a volatile environment firms will identify

a strategic fit for this matter. Hence, firms operating in highly competitive environments rely on strategies that are more adaptive

cited in [22] which involves changes in strategic behaviour to improve competitive posture and achieve better fit between a firm

and its environment cited in [23].

Dynamic capabilities are reflected through a firm’s adaptive capability in terms of strategic flexibility of resources and the alignment between the firm’s resources, its organizational form and constantly shifting strategic needs [24]. Other empirical studies cited in

[29] [17] [11] also reveal that the ability to adapt to environmental changes and align internal resources with external demand is

critical to firm evolution and survival in several industries. Firms that have high levels of adaptive capability exhibit dynamic

capabilities cited in [13]. Absorptive capacity refers to the ability to identify, assimilate, transform, and apply external knowledge

cited in [26]. Substantial extensions were made, such as relative absorptive capacity cited in [27] potential absorptive capacity and

realized absorptive capacity cited in [28]. Through its R&D activities, a firm develops collective knowledge about certain areas of

markets, science and technology and how those areas relate to the firm’s products and services cited in [26]. This knowledge base

facilitates the firm’s ability to identify and value external knowledge. Over time, the firm develops processes, policies and systems that facilitate sharing and transferring knowledge internally, which

enables the ability to assimilate and transform external knowledge [26]. Firms apply their new knowledge to forecast technological

trend cited in [27] and create commercial and knowledge outputs, thereby increasing firm performance cited in [29]. Developing

and maintaining absorptive capacity is “critical to firm’s long – term survival and success because absorptive capacity can reinforce,

complement, or refocus the firm’s knowledge base” cited in [28]. The key idea of this concept remains as a firm’s ability to acquire

knowledge from its external environments and absorptive capacity is in essence a special kind of dynamic capability cited in [29].

Absorptive capacity refers not only to the acquisition or assimilation of information by an organization but also to the organization's

ability to exploit it. Therefore, an organization's absorptive capacity does not simply depend on the organization's direct interface

with the external environment. It also depends on transfers of knowledge across and within sub- units that may be quite removed

from the original point of entry. Thus, to understand the sources of a firm's absorptive capacity, we focus on the structure of

communication between the external environment and the organization, as well as among the subunits of the organization, and also

on the character and distribution of expertise within the organization. The ability to exploit external knowledge is thus a critical

component of innovative capabilities. We argue that the ability to evaluate and utilize outside knowledge is largely a function of

the level of prior related knowledge. At the most elemental level, this prior knowledge includes basic skills or even a shared language

but may also include knowledge of the most recent scientific or technological developments in a given field. Thus, prior related

knowledge confers an ability to recognize the value of new information, assimilate it, and apply it to commercial ends. These

abilities collectively constitute what we call a firm's "absorptive capacity."

INNOVATIVE CAPABILITY

Innovation is widely considered a key prerequisite for achieving organisational competitiveness and sustained long-term wealth in

an increasingly volatile business environment. It is therefore imperative that enterprises enable themselves to relentlessly pursue

constant innovation; to grow and mature their innovation capability. Katz (2007, p. 15) defines innovation as: “The successful generation, development and implementation of new and novel ideas, which introduce new products, processes and/or strategies to

a company or enhance current products, processes and/or strategies leading to commercial success and possible market leadership

and creating value for stakeholders, driving economic growth and improving standards of living.”

To be successful in today’s hypercompetitive marketplace a continuous flow of innovation is crucial.

Competitive global business environments remain congruent with [36] notion of high velocity and [37] concept of hyper

competition, in which technological innovations are frequent and potentially path breaking. Under such dynamic conditions, the

effective renewal of products/services and how they are delivered are critical capabilities for many high-technology industries [38].

Innovation-based theory, which emphasizes building competitive advantage by capturing Schumpeter rents stemming from

fundamental firm-level efficiency advantages, provides a potentially integrative approach to look at the issue at hand cited in [30].

In [31], regards innovation as the combination of explicit and implicit production components. In a further step, cited in [30]

identifies and discusses the importance of innovation at a time when most economists were emphasizing static price theory.

Today’s organisations face an additional challenge—the requirement to innovate, not just occasionally but often, quickly and with

a solid success rate. The sphere of organisational and managerial attention has expanded to incorporate both mainstream variables

and an innovation capability. Fundamental changes in the global economy are changing the way firms innovate. More open and

competitive trading regimes have increased the importance of know-how and other intangible assets. In short, the business model

that firms use to capture value from innovation is usually one that involves manufacturing and selling products that contain new

knowledge. It is rare that firms will rely entirely on an unbundled business model in which patent/trade secret licensing is used as a

mechanism to capture value from know-how. Rambus, Inc, and Dolby Labs are among the exceptions. In capabilities-based theories

of the firm, the concept of specialization is particularly [41].

In turbulent environments, innovation becomes central in the field of strategic management as its vital role in gaining and

maintaining competitive advantage. How to enhance innovation capability and improve innovation performance is the focus of

many scholars. An innovation capability brings together the efficiency of the mainstream with the creativity of the new stream. This

is achieved through the leverage of their knowledge base cited in [26]. An innovation capability is therefore defined as the ability

to continuously transform knowledge and ideas into new products, processes and systems for the benefit of the firm and its

stakeholders. Innovation capability is not just an ability to be successful at running a business new stream, or to manage mainstream

capabilities. Innovation capability is about synthesising these two operating paradigms. In fast and rapidly altering environments,

organizations are required to show patterns of continuous development and integrated flexibility [40][42]. In this context innovation

and adaptability of an organization to its external environment becomes essential. Recent research indicates a failure rate of over 70

percent for change programs and thus demonstrates the importance of appropriate capabilities for conducting change [39][40].

CONCLUSION

In order to sustain competitive performance, electrical and electronics products require new manufacturing processes which

involved with the development and introduction of new process technologies. Three main elements of firm’s capabilities are (1)

Adaptive capabilities (2) Absorptive capabilities and (3) Innovative capabilities. There are many empirical and conceptual studies

of these capabilities are available, no studies have combined them as component factors of dynamic capabilities. Therefore, to

address the theoretical gaps on the construct of dynamic capabilities, we observed that firm’s combinative dynamic capabilities

components are absorptive capability, adaptive capability and innovative capability in the dynamic capabilities theoretical

framework. In this study, we argue that these three elements are the component factors of dynamic capabilities across firms and

industries

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Volume 1, Issue 1, March 2015

Title: Leading a Multidisciplinary Team: The emerging role

of a Nurse

Leading a Multidisciplinary Team: The emerging role of a Nurse

By: Richelle A. Chiongson, RN

What is being discussed in this paper is a contemporary issue which is touching

the theme of professionalisation in nursing practice. The particular contemporary issue

that will be explored here is the increasing leadership scope and responsibility of

nurses, especially in leading a multidisciplinary healthcare team. This issue of

leadership draws its basis from the functional autonomy which has developed within

nursing; and which includes making leadership and managerial decisions in the

healthcare delivery systems (Johnson & Brownman, 1996; Marquis & Huston, 2009;

and, Kelly, 2012). This paper also presents practice implications with the emphasis that

the healthcare systems in most part of the global community are increasingly

recognising the role of nurses as leaders and managers (Kelly, 2012).

Being a professional is defined by a lot of professionalism issues, as what has

been pointed out by Miller, Adams, and Beck (1993); LaSala and Nelson (2005); Scott

(2007); Rassin (2008); Kim-Godwin, Baek and Wynd (2010); Krinn (2011); Sellman

(2011); and Keeling and Templeman (2012). The term professional is driven by a lot of

trademarks, labels, boxed qualities and terms. But these are only societal unison of

their own point of view and labelled as such only by human beings who are also part of

the society (Macionis & Benokraitis, 2010). Policies, laws and ethics have been set as

a standard that influence the practice of Nursing, as a guideline in the legal and ethical

responsibilities of nurses not only to their direct clients but also to the society at large

(Lachman, 2009).

For several decades now, nurses have been indispensable and form as

important components of the healthcare team; working hand in hand with other health

professionals to provide health services to their clients (Scott, 2007). The increasing

number of nurses matched with the increasing demand for this profession has been a

trigger to the necessity of leadership. Fealy, McNamara, Casey, Geraghty, Butler,

Halligan, Treacy and Johnson (2010) point out that effective clinical leadership is

important in providing the best possible care and improved patient care outcomes.

A BRIEF REFLECTION

For more than 20 years, I have practiced my profession as a nurse in the

Malaysian healthcare scenario especially in labour and delivery departments and

Neonatal ICUs most of the time. At present, I have been as a senior staff nurse in the

Neonatal Intensive Care Unit of a big tertiary government hospital in a Middle Eastern

country, for more than nine years now.

I had pondered on the issue on what is the real stand of nursing as a profession.

I recalled an incident in one of my clinical practice wherein I believe is of importance to

cite as an example of a nurse leader within a multidisciplinary healthcare delivery

setting. My area of assignment is a very busy place in all hospital setting since it serves

as a frontline in a medical facility. During one afternoon shift, we were only two nurses

in the area. I was the senior nurse and my co-worker is a reliever nurse on duty. We

had just finished checking the emergency cart for meds when a mother in labour came

unaccompanied. She had strong contractions and her face was in pain. I immediately

instructed her to lie down. And true enough, the baby’s head is crowning. It was her

third baby. I instructed the reliever to immediately call the doctor but he was busy in the

ward for a patient who was having cardiac arrest instead called the midwife on duty in

the Delivery Room.

On my part, I got the cord dressing set and delivered the baby who had a

spontaneous cry and placed the baby on the mother’s chest to initiate skin to skin

contact when the midwife arrives and I then instructed her to immediate dry the baby. I

then cut the cord and had to rush to push the stretcher out to the Delivery Room for

placenta out. I had to make it fast and the two nursing assistant had come in just in

time to help me with the stretcher.

The three of us made sure the mother and the baby were thermoregulated and

warm and the patient was safe by raising up the siderails. We pushed the stretcher to

the elevator to go to the second floor. Placenta out had to be done in the Delivery

Room in cases the patient bleeds. When the patient was inside the delivery room, I

called up the medical technology on duty in the laboratory to extract blood for the CBC

and platelet which is a routine laboratory done in the hospital. The dietician was also

informed of the food of the patient after I had asked the patient on her religion and food

prohibitions on our way to the Operating Room.

This one incident reflects the varied leadership roles of a nurse that is innate in

the profession. I believe that nurses had independent functions and had minds on their

own to provide immediate measures in saving a patient’s life. This paper gives insight

on what is nursing professionalism and leadership. It provides different discussions that

I believe shows how the nursing profession slowly evolved measuring not the gender,

religion, nationality but by the capacity and education of a nurse.

REVIEW OF LITERATURE

Nursing, being a profession has its own autonomy; however the roles of nurses

are interdependent with the other members of the healthcare team. Sellman (2011)

points out that today’s nursing profession had evolved from a mere assistant of a doctor

to having independent practice. In Malaysia especially, Nemie (2009) describes that

clients usually had thought of nurses to be lower than the doctors; and nurses lack the

independent decision making skills in managing patients' concerns. Nemie (2009)

further imply that this could be the effect of the general perspective of the Malaysian

society to the social policies of Malaysian healthcare delivery picture leading to the

undefined scope of and non-recognition of nursing leadership within the healthcare

framework.

Birks, Chapman, and Francis (2009) point out that the term 'women' and 'nursing'

had usually been associated with each other many times in the past; and history had

been a witness that professionalism of nursing practice in Malaysia had been a struggle

considering that social perspective has associated it more prevalently with the female

gender which is pointed out by Nemie (2009) as perceived within the Malaysian society

as an objective gender as compared to the more subjective male status. This social

perspective has affected even the formal education delivery in nursing; and it has been

evident in the presentation of Birks, Chapman, and Francis (2006), wherein it has been

pointed out that as of the middle part of 2000s, Bachelor of Science in Nursing, which

denotes a more professional status, has not been predominantly offered in Malaysia.

In the contemporary scenario however, it has been evident that the Malaysian

healthcare community is catching up with the global point of view; and continuously

recognises nursing as a profession through continuing education by providing more

leadership and managerial roles to nurses as cited by Chong, Sellick, Francis and

Abdullah ( 2010). In the contemporary times, one of the foci of nursing professionalism

has been directed to the performance of roles regardless of gender issues (Berman &

Snyder, 2012).

Being a competitive nurse defines a personal stand to live up to the values,

standards and goals of the profession that are outlined in the safety and effectiveness of

nursing care provisions to the patients, as what International Council of Nurses [ICN]

(2006) provides. Kim-Godwin, Baek and Wynd (2007); Nemie (2009) and Voight

(2009); point out that a nurse should make a firm stand to live up to what is right; and

should conflicts arise out of the efforts to uphold professional practice standards,

effective methods of conflict resolution should be instituted.

The struggle within the practice of nursing to uphold its status as a profession

has been evident in the presentation of Heath (1998), wherein it has been pointed out

that nursing concepts has been changing in order to cope up with the challenge of a

greater clientele of the healthcare system.

Professionalism has a number of definitions, and criteria, as what is being

implied by Wynd (2003); LaSala and Nelson (2005); ICN (2006); Kim-Godwin, Baek and

Wynd (2010); Sellman (2011); and Rhodes, Schutt, Langham and Bilotta (2012). One

basic definition of being a professional has been offered by Potter and Perry (2008);

and Berman and Snyder (2012), pointing out that a profession is an activity that is being

done for a fee and requires the execution of roles expected by the clients. At first

glance, such definition is much centred on economics; however, it is worthy to consider

that economy is a social institution that carves the development of various professions

offering services to the society (Newman, 2012), through the constant quality

challenges being posed to the service providers. In addition to the foregoing, Wynd

(2003) emphasises that professionalism is a state of attitude that promotes acquisition

of specialised skills which are unique to a certain group of individuals (i.e.: nurses) that

differentiate them from other social circles or associations.

While LaSala and Nelson (2005) focus on the more superficial aspect of

professionalism in nursing such as behaviour, communication skills, bearing and

knowledgeable presentations; Kim-Godwin et al (2010) on the other hand, explore the

issue of nursing professionalism in a more comprehensive manner. They emphasise

that there are five attributes of professionalism in nursing which are usage of

professional organization, public service, self regulation, sense of calling to the field and

autonomy.

The first attribute deals with continuing education wherein a practitioner attends

meetings, read journals and serve on professional committees developing colleague

consciousness (Kim-Godwin, 2010).” An article written by Gott (1985) states nurses are

encouraged to be active and politically aware. Not only, a nurse in confined in a health

care setting but to be involved in professional awareness and commitment to the

profession in a holistic approach in delivering their professional practice and patient

care.

Public service is the second attribute of professionalism. In this regard, a nurse

can then highlight the achievements and contributions of the society enhancing the

quality of patient care, individual opportunity to show professional growth and seek

satisfaction of one’s self in dedicating the role of a nurse in the profession ( Holecek and

Foard, 2009).

According to Kim-Godwin, Baek and Wynd (2010), control of work and evaluation

of work by colleagues is the definition of professional regulation which is the third

attribute of professionalism. The establishment of the Nursing Code of Ethics provides

guidelines and benchmark in both ways. On the Nurse’s part, it is an ethical and legal

guidance on the practice of the profession. On the patient’s part, it provides a contract

not only of their care but services expected to be given by a nurse. In the article of

Lachman (2009), the Code of Ethics for Nurses is a guide for the four provision building

up professionalism. The first provision is about human dignity where the ethical principle

of autonomy and self-determination. Secondly, maintaining collaboration with other

health care providers and knowing the limitations and boundaries of being a nurse in

providing health care to patients is important part of the provision. Privacy and

confidentiality is discussed third provision where a nurse should gain the patient’s trust

to enable the patient to disclose pertinent information that is necessary for the treatment

of care of the patient. The fourth and last provision is accountability which is about the

nurse taking responsibility in the action and delegation of providing care to the patient.

Evaluation in every health service provided should be implemented for basis of

providing care to the patients. One of the evaluation should be based also on the

behavior of the nurse. According to Miller (1993), on his model of Miller’s Model of

Professionalism, it is a tool for nurse’s to fully understand the care they are rendering to

their patients. It provides direction and professional growth for nurses whereby a

challenge for nurses in their professional growth. But sometimes this is not always the

case for nowadays, the hospital employers are concerned with the money they make

and the output and not the professional behaviors of the persons they hire. But in the

study made, 91 percent of the respondents believe that the Professional behavior self-

evaluative tool is important and necessary to develop professionalism in nursing.

A sense of calling to the field is the fourth attribute of professionalism. But one

thing is for certain, as written by Rassin (2008) that human dignity, equality among

patients and prevention of suffering are the three leading values of a professional nurse.

The issue on altruism and confidentiality were not a major factor. Even the issue on

health promotion and nursing research is less important. Honesty, responsibility and

intelligence are three priority for the personal values. Every decision that a human

being makes and how a person behaves has values involved in it. Values represent

what is right, socially acceptable and conscience dictated. Values involved partly

explains how a nurse behaves, decides and reacts to the different situations. Aside

from the major role of religion, personal values are important to provide safety to an

individual.

Lastly, autonomy is the fifth attribute of professionalism which means that a

practitioner can make decisions and judgments independently. In the article of Johnson

and Bowman (1996), that two issues had remained which are the development of a

unique knowledge base and autonomy in practice where the interdependence of a

nurse and medical officers will be the important factor in the practice of autonomy in the

nursing profession.

Success or Failure is the product to whom people are that means working well

with others and understanding themselves and not on what they know or how bright

they are (Burke, 2006). In the article of Fealy, McNara, Casey, Geraghty, Butler,

Halligan, Treacy and Johnson (2011), good leadership is based in giving high quality

healthcare and having practice innovation.

A study of Hunt (1967) shows that one “Contingency Model” shows the influence

a leader has and on the members and where the measure of the Leadership style used

by Fiedler shows the leader’s esteem in his “least preferred co-worker” (LPC).

Another study made for leadership is the Five-factor model of Personality and

Transformational leadership in the article of Judge and Bono (2000) answering the

question “What makes a leader great?” Although as stated that there are many

leadership theories that surfaced, transformational leadership had attracted a lot of

attention.

Malaysia had faced dilemmas transforming the focus on human skills and

resources where they developed policies to reduce tensions and socio-economic

differences (Fleming and Soborg, 2002). In the Vision 2020 of Malaysia, it proposes

investing more on technology and human resources. The aim of the Malaysian

government is to make Malaysia a global centre of excellence in combining the use of

information on a multi-purpose card for the access to the different services in

healthcare.

Although in the article of Matsuda (2008), the government of many countries

places large emphasis on economy cutting the budget in health, education and social

welfare. But according to Schroth and Khawaja (walang year) , healthcare improvement

had been focused on public health focusing more on primary and preventive care.

Nurses had a general acceptance having significant impact giving empowerment where

well-educated nursing staff can have good outcomes. But the obstacle is nursing

shortage in other countries pushing the development of new programs in nursing,

improved curriculum and continuing education for nurses in preparation to lead a multi-

disciplinary team.

CRITICAL ANALYSIS

That nurses are leaders and they can lead multidisciplinary settings; and that,

hospitals, healthcare institutions, and governments have to recognise this and make an

adaptation of the policies they make towards leadership in healthcare, which was

predominated by doctors, according to Sellman (2011). But sometimes they fail due to

the issue of character which become a learning regarding leadership success and

failures (Burke, 2006).

Furthermore, the discussion of the article of Burke (2006) pertains to the different

leadership failures and bad leadership where leaders had derailment factors affecting

their behaviour and style of leadership. But still many questions arise and left

unanswered whether can strength be a weakness? Do flaws operate in the same way in

upper and lower organizations? Do some deficiencies matter in the early stage or the

later stage of one’s career? These questions still remain and the issue on leadership

had been discussed in the paper of Cavazotte, Moreno and Hickmann (2011), Fealy,

McNamara, Casey, Geraghty, Butler, Halligan, Treacy and Johnson (2010), Hunt

(1967), Judge and Bono ( 2000) and MaAlearney (2008).

In Malaysia, however, nurses are still gaining the reputation they need. Nurses

are not only for women but also for men. To gain nursing reputation in Malaysia is at a

level of difficulty but never impossible. Gaining recognition is a challenge for most

nurses where they as individuals must possess the means to be recognized and keep

up the challenge as a group to fight what they believe is just and right. But such

struggle of nurses in Malaysia is due to the status of women from the start that is

supported by the tradition and culture that is gradually needs to be changed and opened

Birks, Chapman and Francis (2008).

CONCLUSION

A Nurse is a part of a health care team that needs to be respected and

recognized. Even other health care providers had some contribution to the health care

practice so give patient care. How to gain this is to have leadership in a health care

setting where the most important is transformational leadership in the effectiveness of

the performance of leaders in the article of Cavazotte, Moreno and Hickman (2011).

Professionalism in Nursing paved a way for greater opportunities of a nurse to

work hand in hand with the doctors. A lot of articles, journals and studies had been

made to measure the word professionalism. Educating nurses and public are important

for both to come to terms in respecting the profession of a nurse.

Barriers are many but breakable. Traditions, culture and stereotypes of nurse in

Malaysia gained huge advancement in their status of their profession. Despite the

many groups that shouted for men and women equality, still nursing has failed in

achieving its full potential. Being bombarded by a lot of issues, Malaysia with their

Vision 2020 is focusing to be an industrialized country. It focuses on skill upgrading and

competence development. But believing and motivating health practitioners is crucial

in evidence based practice to produce outcomes in the competency level, clinical

decision making behaviour and patient outcomes in the short report of Lai, Teng and

Lee (2010).

Acknowledgement of the problem of professionalism in Malaysia should be a

priority to find solutions to the problem. Education is therefore important to have an

opportunity to act and fight their own rights and enable nurses to form leadership for

advancement of their profession.

REFERENCES:

Birks, M., Chapman, Y., and Francis, K. (2009) ‘Women and Nursing in Malaysia:Unspoken Status’ Journal of Transcultural Nursing, 20(1) pp. 116-123 SCIENCE DIRECT [Online] Available at: http://online.sagepub.com Gott, M. (1985) ‘ Politics and Professionalism in Nursing’ Nurse Education Today, 5 pp. 274-276

Kim-Godwin, Y., Baek, H. and Wynd, C. ( 2009) ‘ Factors influencing Professionalism in Nursing Among Korean American Registered Nurses’ Journal of Professional Nursing, 26(4) pp. 242-249 Holecek, A., and Foard, M. (2009) ‘Promoting a Culture of Professionalism: The Birth of the Nursing Porftolio’ Mosby Johnson, M., and Bowman, C. (1997) ‘ Occupational prestige for registered nurses in the Asia-Pacific region: status consensus’ Int. J. Nurs. Stud, 34(3) pp. 201-207 Krinn, K. (2011) ‘ What is Professionalism’ Journal of Environmental Health , 73(6) Lachman, V. (2009) ‘ Practical use of the Nursing Code of Ethics: Part I’ MEDSURG Nursing, 18(1) LaSala, K., and Nelson, J. ( 2005)’ What Contributes to Professionalism’ MEDSURG Nursing, 14(1) Lui, M., and Chau, J. (2008) ‘ Professional Nursing Values Among Baccaluareate Nursing Students in Hongkong’ Nurse Education Today, 28, pp. 108-114 [Online] Available at: http://intl.elsevierhealth.com/journals.nedt Miller, K., Adams, D., and Beck, L. (1993) ‘ A Behavioral inventory for Professionalism in Nursing’ Journal of Professional Nursing, 9 (5) pp. 290-295 Nemie, J. (2009) ‘ Challenges for the Nursing Profession in Malaysia: Evolving Legal and Ethical Standards’ Journal of Nursing Law, 13 Rassin, M. (2008) ‘ Nurses’ Professional and Personal Values’ Nursing Ethics,15 (5) Riley, J., and Beal, J. (2010) ‘ Public Service: Experienced Nurses’ views on social and civil responsibility’ Nursing Outlook, 58 (3) pp Rhodes, M., Schutt, M., Langham, G., and Bilotta, D. ( NA) ‘ The Journey of Professionalism: A Learner-Centered Approach’ Sellman, D. (2011) ‘ Professional values and Nursing’ Med Health Care and Philos, 14 pp. 203-208 Scott, S. (2008) “ New Professionalism-Shifting relationship between nursing education and nursing practice’ Nurse Education today, 28, pp. 240-245 [Online] Available at: http://intl.elsevierhealth.com/journals.nedt

Volume 1, Issue 1, March 2015

Title: Operationalizing Variables in Theoretical Frameworks:

A Comparative Analysis

OPERATIONALIZING VARIABLES 2

Operationalizing Variables in Theoretical Frameworks: A Comparative Analysis

Dr. Muhammad Usman Tariq

College of Signals, National University of Science & Technology

H-12, Islamabad

OPERATIONALIZING VARIABLES 3

Abstract

Purpose- This paper presents the analysis of operationalizing variables in a different scenario

and theoretical framework.

Design/methodology/approach- The author compares variables used in various business

research papers and their contribution to the research.

Research limitations/implications- The study is limited to variables used in the theoretical

framework by researchers.

Originality/value- This paper will help to build up the understanding of the types of variables,

their usage and importance in the theoretical framework.

Keywords- Variables, Operationalizing, Experiments, Research, Scientific methods

Paper Type- Original Research paper

OPERATIONALIZING VARIABLES 4

Operationalizing Variables in Theoretical Frameworks

Science is based on many different pillars that combine to provide the methods of

reasoning, logic, and ethics to conduct research. Based on the research methods the foundation of

all the research is scientific reasoning. Science is based on experiments, and it involves variables

to conduct any experiment and find out the results. The variables have more importance in the

research than the experiment itself. The variables chosen must be related to the theoretical

framework supporting the research. The variable must be used in controlled manner, it is not

only about measuring it but can be manipulated according to different research criteria. There are

different types of variables that can be categorized into:

Binary variable

Categorical variable

Confounding variable

Continuous variable

Control variable

Dependent variable

Latent variable

Interval variable

Ordinal variable

Independent variable

To understand the difference between the variables the research difference first must be

understood to use the variables properly within the research framework. The variables are then

operationalized by finding a measurable, valid and quantifiable index for the variable including

both independent and dependent variables and can be used for manipulating variables at two or

OPERATIONALIZING VARIABLES 5

more levels. Operationalization of variable is important as not all the variables can be easily

measured. Subjective factors are difficult to measure than the objective ones. It also helps down

to define the exact variable increasing the quality of variable and efficiency of design.

Operationalizing also makes the hypothesis strong, clear and standardize the variables being used

in the research. A failure in the process is meant to have weak, non-standardized variables and

can lead to further errors in the research.

Literature Review

The research first needs to be categorized intro further types based on mainly two kinds

of research.

Experimental research (John, 1998) is focused on manipulating the independent

variables and then inspecting the effect of the change on the dependent variable. It

is beneficial for identifying the cause and effect between different variables. The

independent variables are easily to be manipulated in experimental research.

Non-experimental research is focused on not manipulating the independent

variables. Most of the researchers think that it is impossible to do, but it can be

done either in an impractical or unethical way. It is not possible to find the cause

and effect between different variables in non-experimental research. The

characteristics of different kind of variables must be understood before proper

utilization of variables.

The variables that are used mostly in research are dependent and independent variables (Daniel,

2012).

Independent variable is often called as experimental or predictor variable. It is

manipulated most of the time to observe the effect on the dependent variable.

OPERATIONALIZING VARIABLES 6

The dependent variable is simply a variable that depend on the independent

variable. The dependent variables are affected by any change in the independent

variable.

Utilization of Variables

According to Creswell (2002) “Quantitative research is the process of collecting,

analyzing, interpreting, and writing the results of a study, while qualitative research is the

approach to data collection, analysis, and report writing differing from the traditional,

quantitative approaches”. Research is most of the time mistaken for gathering information,

documentation of facts and finding the managing the information (Leedy & Ormord, 2001).

Different research models are used in various research frameworks that are used to declare the

variables to be used in the framework for later stages. (Chen et al., 2009) used the cost

orientation, customer orientation as variables to find out the effects on process perspective,

dynamics of supply chain and internal organization perspective. Another variable that is used in

the research is the strategy of the organization and its effect on the dependent variables. The

purpose of the research is to lead the organization to better performance levels with the support

of the structure. On the basis of variables a conceptual model is built that has strategic variables

as cost orientation and customer orientation, the process variables are internal process integration

and external process integration, the concept of efficiency is further related to the capability

linked with further to the performance variables including market and financial performance.

The cost orientation and customer orientation effects all the other variables if changed as other

variables are dependent fully on them. The one of the hypothesis developed is to check that firms

cost orientation has a direct positive impact on the integrated supply chain processes. Another

hypothesis based on the above given variables is to check firms customer orientation direct

OPERATIONALIZING VARIABLES 7

positive impact on the integrated supply chain processes that includes the variables defined

above. Further derivation from two variables resulted in a third hypothesis statement of checking

the effective combination of customer orientation and cost orientation on the integrated supply

chain process. The variables are then used in detailed theoretical framework by combining the

variables a part of integrated supply chain process. The key components are considered only to

define the hypothesis for further testing in future research.

(Haynes and Barry, 2007) established a validated theoretical framework to measure the

office productivity. The data is based on two data sets related to the office environment and

behavioral environment. The components of the office productivity are developed in the research

are comfort, office layout, environmental services, informal interactions, distraction, designated

areas and interaction. The four distinct components are selected for detailed research analysis

that are comfort, office layout, distraction, and interaction. The independent variable is the

behavioral effect that has a great impact on the office productivity. It includes dynamic variables

that are having greater impact on the productivity. The theoretical framework attempts to relate

the office environment and productivity with a focus on the physical environment. The physical

environment is further linked with the comfort and office layout. The derived framework related

that office work pattern has positive or negative effect on both physical and behavioral

environment, and combined effect of both is linked with the office productivity. The first

hypothesis derived on the basis of variables is checking that either office productivity is

composite of physical or behavioral environment or not. The theoretical framework is further

enhanced by identifying the gaps in the literature review. Seven components are further derived

on the basis of the hypothesis. The study provided evidence and supported the first hypothesis.

The second hypothesis derived is to check that that component has the greater effect on the office

OPERATIONALIZING VARIABLES 8

productivity out of behavioral and physical components. Further evidence is collected to find out

the effect of the components in details. Initial analysis revealed that best office layout and

comfort were having neutral effect on the productivity. The behavioral components are having

greater impact on the office productivity. The distraction and interactions components are closely

related and provided the supporting evidence for the second hypothesis.

(Klien and Barbara, 2008) developed theoretical framework for detection of errors in the

conceptual data framework. The theoretical framework is derived on the basis of the base rate of

expectations and error detection. The first hypothesis derived is based on expectations about the

influence of the base rate of errors on the performance of detecting the errors in conceptual data

models. The second hypothesis is testing the influence of the base rate of errors developed

through direct influence on the performance of detecting errors. The third hypothesis derived is

to check the incentives influence on performance of detecting errors. The statements are tested

against a series of three detailed lab experiments. The two dependent variables used are number

of errors successfully detected and the number of correct model elements misidentified as false

alarms. The variables are used in each of the experiments for finding out the effects of the

variables on the different levels. The results provided information to improve the framework and

detection of errors.

(Saud, 2013) developed a theoretical framework for the e-government system acceptance

and organization agility. The different variables derived from the literature review are the

responsiveness, competency, flexibility and quickness with relationship to the e-government

system acceptance as organization agility factors. The e-government system acceptance

framework combines the perceived ease of use, attitude, perceived usefulness, intention to use

and actual use. The hypothesis derived are to find out the negative relationship between the

OPERATIONALIZING VARIABLES 9

different components. The study provided the initial concept for the variables to be used in e -

government system acceptance and stated further tests as part of future research.

Similarities and Differences between the approaches

All the researchers who derived the variables first tried to identify the broad spectrum of

research and then further narrowed down to different research variables. The variables defined in

the above research exhibit similarities in first studying the literature review and later on find the

gaps in the literature to devise the variables and its impact. The main research problem is

followed by linking it the variable. The aspects were similar due to the concept that variables

cannot be identified without previous effects of variables on the problem domain. The

operationalization of variables is almost same in all the research as dependent variables are to be

noticed for the effect and results of the hypothesis. The differences in the variables are identified

when the research has less literature review or unidentified variables. Most of the researchers

tried to link the variables by supporting the hypothesis on the basis of the literature review, but

many of them did not experimented for the results. The researchers used theoretical conclusions

to derive the results of the effects. Some of the researchers operationalized the variables even

after the hypothesis that is a very late approach as variables are needed to be identified before the

research. Some of the variables were derived without the literature review that ended up with a

negative effect or no conclusions. The process of identifying the variables in also not clear in

many other research papers causing the researchers to leave the hypothesis before the

experimental stage. Also, most of the theoretical framework used did not provide information

about usage of all the variables and confusing regarding the aim of the research.

OPERATIONALIZING VARIABLES 10

Operationalizing Variables: Research area improvements

The theory and research must be linked, and the importance of theory in the research

must not be underestimated (Daniel, 2012). Research requires strong theoretical framework and

methodology to derive the proper research framework further. The theory factor must not be

ignored while deriving the theoretical framework. It can be classified further with the domain of

the study although opinions difference generate a conflict among the major theoretical strategies.

The operationalization of the variables must be linked with the theory and bounded with the

experiments in order to find the accurate results. The researchers should first understand the

types of variables that can help them to identify the impact accurately and must stimulate the

future research. The scope of each variable must be understood first before declaring as

dependent or independent variable. Most of the time the variables declared are not clearly linked

to the hypothesis or has different resultant type that must be analyzed before the operationalizing.

The results are not accurate if variables are not correctly linked. The audience should be able to

believe the derived variables clearly and must follow the limitations of the theory. Some

variables are not declared correctly that result in non-experimentation techniques that are not

legit. The research must follow the proper constraints of conducting research in any domain.

Future work and Conclusion

The operationalization of variables is a confusing, and difficult task and researchers

should be able to first understand and follow the concepts of the theory before properly

implementing the variables for the experimental needs. The study provides an overview of the

different variables defined in different domain areas by different authors. The further research

can be conducted to test the un-identified hypothesis with different tests in order to validate the

results of the authors that can clearly identify the author way of experimentation.

OPERATIONALIZING VARIABLES 11

References

Creswell, J. (2002). Educational research: Planning, conducting, and evaluating quantitative and

qualitative research. Upper Saddle River, NJ: Merrill Prentice Hall.

Chen, H., Daugherty, P. J., & Landry, T. D. (2009). Supply chain process integration: a

theoretical framework. Journal of Business Logistics, 30(2), 27-VII.

Daneil Udo-Akang, (2012). Theoretical Constructs, Concepts, and Applications. American

International Journal of Contemporary Research, 2(9).

Haynes, B. P. (2007). Office productivity: A theoretical framework. Journal of Corporate Real

Estate, 9(2), 97-110.

John G. Wacker (1998). A definition of theory: research guidelines for different theory-building

research methods in operations management. Journal of Operations Management, 16,

361-385

Klien and Barbara (2008). A theoretical framework and research agenda for understanding the

detection of errors in conceptual data models, Journals of Global Business Issues, 2(2),

183

Leedy, P. & Ormrod, J. (2001). Practical research: Planning and design (7th ed.). Upper Saddle

River, NJ: Merrill Prentice Hall. Thousand Oaks: SAGE Publications.

Saud (2013). E-government system acceptance and organizational agility: theoretical framework

and research agendas, International Journal of Information, business and management,

5(1).

Volume 1, Issue 1, March 2015

Title: Quantization Dynamics of Consumer Behavior

Quantization Dynamics of Consumer Behavior

Shahid Masood Butt

Mathematics, Hamdard University, Pakistan

shahidmasoodbutt@hamdard-iisb.edu.pk

Saad Masood Butt

Faculty of Computer Systems & Software Engineering

Bahira University Islamabad

saadmasoodbutt668@yahoo.com

ABSTRACT:

Using the knowledge of Advanced Mathematics, various explanation are possible numerically to observe

the dynamics of consumer behavior in the area of Marketing of any region around the globe. The

pattern of the specific region will help in contouring the large diversity of consumer behavior thus

enabling the easy and understandable formation of mathematical models [7]. The focus is on finding the

subsets of large interacting forces relative to social values. The recognition of such subsets are the

fundamental steps in designing the desired models of dynamics of consumer behavior. This article

outlines in a very technical way a specific procedure which is appropriate to understand the current

consumer behavior and to obtain the new solution with available boundary values like brand loyalty,

quality, or purchasing power of a consumer in context with some specific brand of a product.

Keywords: Advanced Mathematics, Consumer Behavior, Quantization

Introduction

Although the advancement in science and technology has affected social norms all around the globe, yet

there still exists a large portion of the society not influenced by it regarding some brands of different

products. The binding forces between the consumer and their brands are so strong that any sort of

media influence fails [6].

Consumer are mainly characterized as Traditional Consumer and Barter Consumer. Further we may

classify them as Rural and Urban Consumers.

The forces influencing the Iﾗﾐゲ┌ﾏWヴげゲ ﾆﾐﾗ┘ﾉWSｪW (Human Capital) can be stated as

a) Inherited Family Knowledge

b) Knowledge by Education

c) Knowledge by media[8]

A potential consumer possessing inherited knowledge (knowledge transferred from ancestors) simply

ignores the market research about a particular brand but remains brand loyal. In other words the quality

comparison of products are meaningless for him [1].

Institutively, we can say the track of vector of such consumer moving on a market sphere will always be

directed towards the family origin. Thus this consumer vector has a constant magnitude and equals to

the radius of market sphere. We notice the inclination of this consumer towards other brands in the

market is the First Order Partial Derivative of family inherited human capital with respect to the amount

of time spent in market and is always zero.

Let Inherited Human Capital Vector = hI

0hI

t

i.e The behavior of such consumer is very rigid towards the purchase of other brands

of a particular commodity. There is no change in the behavior.

The market search for other commodities with respect to behavior vector function may or may not be

orthogonal to the plane of behavior function. The inclination of this vector is ranging from zero to 1800

except 900. At orthogonal position the behavior is not defined but other behaviors can be positive and

negative towards certain brands.

If we say the sm represents market search vector then 0hs

Im

t

These two vectors are placed

on x-axis and y-axis on the plane of market sphere, respectively.

If we denote brand loyalty by lb and quality consciousness by cq , and we also know that these are

two components of purchasing power pp of the consumer then

p l cp b i q j

The negative sign between the two terms on the right hand side of this equation indicates that when

quality cq is ignored then purchasing power cq is equal to brand loyalty lb .

Thus it is proved that if vector lb is placed on z-axis then the dot product of these three vectors is zero

i.e 0s h pm I p

For example in Saskatoon, Canada, the rural consumer with traditional inherited knowledge of using

finest home grown tobacco will never search for any other brand of tobacco in the market because of

strong brand loyalty.

On the other hand a rural consumer migrated to Ottawa or other urban area will always be searching

for the same brand which he has already been using because any other brand available in the city may

not be having the same quality. Although most of the cigarette manufacturing companies produces

high quality and expensive products yet unable to meet the classical taste of farm grown tobacco. The

strong force which tends to avoid market search for this consumer is brand loyalty and life style of the

consumer. [4]

The vector representation of such a behavior can be defined as a Consumer Curve

( ) i j kr t I p m

or ( ) ( ) ( ) ( )r t I t i p t j m t k where a t b

The interval ,a b represents the life style of the consumer. The curve ( )r t passes through the

domain of multivariate function ( , , )f I p m , the consumer behavior function in a family.

The vector-valued function ( ), ( ), ( )f f I t p t m t is defined for Inherited Human Capital ( )I t

,Purchasing Power ( )p t and Market search function ( )m t .

By taking the integral of this composite function over the interval [a, b] which represents the life style of

the consumer we have ( ), ( ), ( )

b b

a a

fdt f I t p t m t dt

TｴW ﾉｷaW ゲデ┞ﾉW ぷ;がHへ ｷゲ ヮ;ヴデｷデｷﾗﾐWS ｷﾐ デﾗ けﾐげ ﾐ┌ﾏHWヴ ﾗa ゲ┌HｷﾐデWヴ┗;ﾉゲ W;Iｴ ゲｴﾗ┘ｷﾐｪ the behavior over certain

period of time with width k having sum equals nS such that

1

( ), ( ), ( )

( ), ( ), ( )

n

c

n

k

k

S f I t p t m t dt

f I t p t m t

If the consumer behavior function is positive, persistent or continuous towards the brand of a product

and no changing behavior which has already been defined then the right hand side of above equation

approaches to zero as n increases i.e.

1

lim ( ), ( ), ( ) 0n

kn

k

f I t p t m t

or ( ), ( ), ( ) 0c

f I t p t m t ds

In case the consumer is using, for example, any three products namely , ,x y and zthen they are

related by a function2( , , ) 3f x y z x y z . Let (1,1,1) indicates any time point for the use

of the product.

Since the summation is already zero, the simplest parameterization of vector ( )r t is represented as

( ) 1 1 1i j kr t t t t . This function is continuous with first order partial derivatives such that

( ) 3r t is not zero, hence parameterization is smooth.

1

0

( , , ) ( , , )( 3)f x y z dt f t t t dt

1

2

0

( 3 )( 3)t t t dt

1

2

0

3 (2 3 )t t dt

1

2 3

03 0t t

This is the proof which indicates that a consumer with strong inherited knowledge will only go for that

product which has already been placed in the domain of his mind due to strong Inherited Human

Capital.

Conclusion

The focus is on finding the subsets of large interacting forces relative to social values. The recognition of

such subsets are the fundamental steps in designing the desired models of dynamics of consumer

behavior. This article outlines in a very technical way a specific procedure which is appropriate to

understand the current consumer behavior and to obtain the new solution with available boundary

values like brand loyalty, quality, or purchasing power of a consumer in context with some specific

brand of a product.

References

1. How Consumers Trade Off Behavioural Costs and Benefits by Theo M. M. Verhallen and W. Fred van Raaij, Cocmar

Market Research, Rotterdam and Erasmus University, Rotterdam.(1995)pp25.

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1

Volume 1, Issue 1, March 2015

Title: Software Requirement Specification Document of a

Online Food Store

Volume 1, Issue 1, March 2015

Title: Dynamic Capabilities in Malaysian Electrical and Electronic

Industry

Volume 1, Issue 1, March 2015

Title: Dynamic Capabilities in Malaysian Electrical and Electronic

Industry

2

Online Doughnut Store

Software Requirement Specification Document

NAME

NURLIYANA BINTI ROSLAN

SITI AISYAH BINTI ZAINAL ABIDIN

SITI NUR IZZATY BINTI NORIZAN

SOFEA AZRINA BINTI AZIZAN

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Table of Contents

3. Specific Requirements 3

3.1 External Interfaces 3

3.2 Functions 3

3.3 Logical Database Requirements 5

3.4 Standards Compliance 5

3.5 Software System Attributes 6

3.5.1 Reliability 6

3.5.2 Availability 6

3.5.3 Security 6

3.6 Organizing the Specific Requirements 6

3.6.1 System Mode 6

3.6.2 User Class 7

3.6.3 Objects 7

3.6.4 Feature 7

3.6.5 Stimulus 8

3.6.6 Response 8

3.6.7 Functional Hierarchy 8

3.7 Additional Comments 9

4. Change Management Process 10

5. Document Approvals 10

6. Supporting Information 11

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3. Specific Requirements

3.1 External Interfaces

In our system, not much input is required from the user. Basically, the system that we

developed is to be by the user whenever they would like to make some booking on the

doughnut that they like. The special feature in our website is that, we provide a space for

user to express their creativity in creating or designing the doughnut or in other word we

called it as customized the doughnuts’ design.

Therefore, the input that will be required from the user are the one that they should fill up

in the online form such as their details, number of doughnut that the customer would like to

order and many other details needed to make the order easier. After the user had finished,

the order that they make, all the details will be listed in a bill.

For the input to be collected, the external interfaces needed are just a key board, and there

will be some button in the form.

3.2 Functions

Functional requirements are used to define the fundamental or the basic actions that will be

taking place in the system that we develop. Here is the functional requirement for the

ordering form.

No. Requirement ID Requirement

Description

Priority

1 S-01 Customized section

S-01-01 Choose filling M

S-01-02 Choose topping M

S-01-03 Decoration M

S-01-04 Choose selections D

2 S-02 Customer details

S-02-01 Name M

S-02-02 Phone number M

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S-02-03 Email M

S-02-04 Delivery status M

3 S-03 Pickup information

S-03-01 Pickup date M

S-03-02 Time M

S-03-03 Location M

4 S-05 Selections order

S-05-01 Name M

S-05-02 Phone number M

S-05-03 Email M

S-05-04 Delivery status M

S-05-05 Pickup date M

S-05-06 Time M

S-05-07 Location M

1. Customized section

1.1. The system shall allow user to choose filling that they want.

1.2. The system shall allow user to choose their preferable topping.

1.3. The system shall allow user to decorate their doughnut.

1.4. The system shall give the user an opportunity for the user to choose the selection of

doughnut provided.

2. Customer details

2.1. The system should take the customer name.

2.2. The system should keep the customer contact number.

2.3. The system should keep the customer email.

3. Pickup information

3.1. The system should ask the user to key in the pickup date.

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3.2. The system should require the user to state time when should the doughnut be

delivered.

3.3. The system should have to keep the location where the doughnut will be send.

4. Selections order

4.1. The system should take the customer name.

4.2. The system should keep the customer contact number.

4.3. The system should keep the customer email.

4.4. The system should ask the user to key in the pickup date.

4.5. The system should require the user to state time when should the doughnut be

delivered.

4.6. The system should have to keep the location where the doughnut will be send.

3.3 Logical Database Requirements

In this project, we are not going to use or purchase any database to store all the information

regarding the customer, the order and others. Since now, we are trying to develop a

prototype, therefore the way we handle our details and information is slightly different. We

plan to only use google doc. However, the most important thing to do is that, to capture the

entire details key in by the user and later on keep it in the database. The method to extract

the data is the most critical thing to be done here. Customer or user can simply fill in the

form, however for the data need to be extract and keep in the database, need some effort to

do it. Until now, we still trying to use php as our database.

3.4 Standards Compliance

Standards compliance can be define as the practice of obeying rules or request made by

people in authority. In web design, it refers to the compliance of a website or web browser

with the web standards of the World Wide Web Consortium (W3C). This is important in

order to make sure that the interoperability or in other words the ability of the computer to

exchange information. For a standards-compliant web site, it does not use proprietary

software methods or features of a browser. In our project, we did not check for the web

standards since it is just a prototype.

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3.5 Software System Attributes

3.5.1 Reliability

Reliability brings a meaning of dependable or giving trust to do something well.

3.5.2 Availability

The website is available whenever the users want to use it.

3.5.3 Security

The element of security is very important since we need to protect our data.

3.6 Organizing the Specific Requirements

In this section it contains all the software requirements at a level of detail sufficient to enable

designers to design a system to satisfy those requirements. It includes the system mode, user

class, objects, feature, stimulus, response, functional hierarchy and additional comments

about the system.

3.6.1 System Mode

This system is implementing an automatic system mode. When the user click on submit the

form. It will automatically store the data in Google Documents. For example, when there is

short circuit happens while the customer is filling onto their order form, the data will

automatically store. The purpose is to avoid the user to fill in back the info twice and to avoid

redundancy of the data.

Other than that, the database part is in manual mode. As we used a Google documents

to store the entire customer’s info, so we manually checked the order. We will manage the

Google document manually by looking and deleting the customers’ order if needed.

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3.6.2 User Class

User class is the distinction categories of users or user roles who will use a website and is

organized based on how they will interact with the system. For an instance of the user class

represents an authenticated user of the application. However, we do not implement

authentication because we just need the user to fill in their order in an order form provided.

Therefore, from the form we can keep track who is our customer. One of the forms is

regarded customer info where it contains the user name, phone number and email address.

The entire customers’ info will be stored in a database which is Google documents.

3.6.3 Objects

In Online Doughnut Store Website the objects are the customer, Google documents and the

website. The customer will act as a user which they will interact more with the system. They

will click, fill in the form, deleting, customize and do the payment in one time. Furthermore,

Google documents will act as storage to store all the data and will update automatically once

the user had confirmed their order and submit it. Moreover, the website is including the entire

system which will give response to the user. For instance it will pop up a message to inform

user if there any mistake while completing the form. Other than that, this website contains

with many functions as stated in the report. It also included many process such as process to

customize the doughnuts, process to make an order and process of payment

3.6.4 Feature

There are four main parts in this website which are customizing by own, select the preset

doughnut, make order and make payment.

First of all, the users need to decide whether they want to customize their own doughnut or

choose from the preset doughnut from the website. If they want to customize by their own

they will click to PickYourOwn in the header. Whenever user clicks it will result to a different

page. In this page the user will select the favor by clicking in the radio button. The user will

be guided along the customizing process. The steps will continuously until it reaches to the

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result of the doughnut that had been customized by the user. The image will appear on the

screen and the user will proceed for completing a confirmation order.

Second main part of the website is when the user wants to choose the doughnut that has been

set by the owner. When users click on the OurSelection in the header it will appear the list of

the doughnuts. From here, user needs to click in to the radio button to choose their doughnut.

Image is provided for user to see the preset design.

Thirdly, after all the doughnuts has been choose, user need to click the Order to fill in the

order form. In this page, there are four steps the user needs to complete it. First step is fill in

the customer info. Next, they need to fill in the pickup info. Then, moving on to order form to

confirm the order and quantity. Lastly, they need to do fill in the billing part.

Last feature of this website is to make the payment. They user is compulsory to click on the

check box to ensure that they are agree and accept the term and condition. Last but not least

the user will click a button “I would like to pay now” to do the payment. This button will lead

to the Cimb clicks.

3.6.5 Stimulus/ Response

The system must produce a response within a specified time.

User will click start to begin.

User need to choose their favorite flavor.

After that, they need to choose their topping.

User will decorate their own donuts based on their creativity.

User fill in the customer info form by fill in the user’s name, phone number and email

address.

If the user has confirmed to make their order, they need to fill in the pickup info form.

User need to fill in the pickup date, time and the location.

Send the notifications to the system administrator and store in a database which is

Google documents.

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3.6.6 Functional Hierarchy

3.7 Additional Comments

This system is working 24 hours every day. The customer can place their order at any time

they want. The payment can be made online and we preferred our customer to give us the

exact value because it is quite hard to give them the balance of the payment. Therefore, it is

advisable to pay with the exact amount.

Homepage

Start

Button

PickYourOwn

Choose

your taste

Choose

Topping

Decorate

Result

OurSelection

Start Button

Order

Place Order

Order

Description

Billing

Result

Contact

List of

contact info

Website

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4. Change Management Process

From our point of view, we had decided to not have any changes in management process for

now. We still want to go on with the process that currently we implemented in this system.

This is because we had created the simplest steps for user to use to customize their donuts

design. The process is straight forward and besides that we provide them a user guideline to

guide them along the way.

However, towards a better product, we would like to change the database system from

Google documents to the real one. The reason why we use Google documents is because it is

open sources and is free. For the real database we need to purchase or by using PHP which is

really needs more time to develop. In order to meet the due date of the project we had decided

to use Google documents for a while.

5. Document Approvals

Team One Approval

________________________ ____________

Date

Team Two Approval

________________________ ____________

Date

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6. Supporting Information

13

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