International Action Research Conference

Paper Abstracts

Paper Abstracts

Paper Abstracts

Collection of Paper Abstract


Case ID: ACT-001

Kean Hooi Yeoh, Rohaida Basiruddin

Theme: Strategic Management

This Action Research investigates customer complaint practices at MLM Packaging Sdn Bhd, revealing a lack of a dedicated unit to address customer concerns. Sales personnel tend to emphasize positive aspects while concealing issues, prompting the business owner to recognize the significance of customer satisfaction. The study aims to systematically mitigate customer complaints. Understanding the current and proposed complaint management processes is crucial for overall improvement within the company.
The qualitative case study employs interviews, extracting secondary data from company sources and using literature reviews as guidelines. Online digital forms are introduced to streamline complaint filing. The study emphasizes the importance of handling customer complaints for organizational growth and sustainability, proposing the establishment of a systematic complaint handling process flow and targeted resolution timelines. A well-managed customer complaint system is seen as a catalyst for increased market share and enhanced productivity.

To Enhancing Recruitment Outreach: Strategic Interventions for Expanded Candidate Engagement

Case ID: ACT-002

Shasileka Subramaniam, Sagunthala Ragunathan, Mustaqim Bin Wali Abdul Khalid, B.Tharumadurai Velayudhan, Muhamad Huzaifi Faiq Bin Alias

Theme: Human Resources

ACT-002 Shasileka Subramaniam, Sagunthala Ragunathan, Mustaqim Bin Wali Abdul Khalid, B.Tharumadurai Velayudhan, Muhamad Huzaifi Faiq Bin Alias To Enhancing Recruitment Outreach: Strategic Interventions for Expanded Candidate Engagement This action research explores strategic interventions to enhance staff recruitment processes within an organizational framework, specifically targeting improved outreach and diversity in candidate engagement. Recognizing the inherent challenges of attracting qualified candidates, this study introduces a novel digital job portal initiative. Employing a mixed-methods approach, including focus group discussions and application analysis, the research evaluates the intervention’s impact on recruitment efficacy. Initial results demonstrate an uptick in quality applications, suggesting the intervention’s potential effectiveness. The study culminates with actionable recommendations aimed at optimizing recruitment strategies to better align with the organization’s growth and diversity objectives. These encouraging results lead to well-founded recommendations for refining recruitment approaches, aligning them more closely with the organization’s aspirations for growth and a diverse workforce, and strengthening its competitive edge in the non-profit sector.


Case ID: ACT-003

Noor Haslina Harun , Fauziah Sh. Ahmad

Theme: Strategic Management

This action research investigates the pivotal role of organisational integrity culture in Malaysia’s private healthcare sector, exploring its influence on employee integrity performance and the resulting competitive advantages from effective integrity practices. By integrating resource-based theory and ethical frameworks with organisational integrity culture theory, the study examines how organisational integrity culture acts as a strategic resource for attaining competitive edges through integrity practices and enhancing employee integrity performance. The research aims to scrutinise model fit and explore the interrelationships among critical constructs through quantitative analysis. It addresses research gaps by framing organisational ethical culture as a determinant of employee ethical performance. The Malaysian Institute Integrity Index links organisational culture and employee ethical performance. The study employs SmartPLS Version 4 for methodological rigour and reliability in data collection and analysis, aiming to enhance the application of effective integrity practices in private healthcare settings. Moreover, it explores the role of organisational resources in sustaining competitive advantages, contributing insights into the relationship between firm resources and sustained competitive advantage within the private healthcare domain.


Case ID: ACT-004

Mutia Anggeraini Khalid, Rosmini Omar

Theme: Marketing

Digital marketing expedites marketing processes through the Internet that enables small and medium-sized enterprise (SME) owners to position their business virtually. Moreover, social media marketing (SMM), another form of digital marketing approach, provides a much-simplified option for SME owners to upload their advertising content with minimal assistance from external parties such as advertising agents. Despite the usefulness of SMM, it can be seen that SME owners in apparel industry are not well equipped with digital knowledge in creating effective online marketing content. In this research, SME owners are taken as the unit of observation and Technology Acceptance Model (TAM) is applied as the underpinning theory. This research utilises a constructive philosophy using a qualitative research method. The data were collected through multiple case studies via an in-depth interview with SME owners from the Malaysian apparel industry. The apparel industry was chosen because it has potentials in generating income for the country in the global market. Currently, Malaysia is one of the leading apparel exporters to the United States of America. Moreover, many Malaysian entrepreneurs could be more competitive in the global market through online presence. The data collected were transcribed, translated and coded before it was uploaded and analysed into Atlas.ti software.

Threat and Coping Appraisal for Protection Motivation towards Healthy Business Travelling Behaviours

Case ID: ACT-006

Rosalind J.S Vincent , Fauziah Sh. Ahmad

Theme: Marketing

A psychological paradigm known as protection motivation theory (PMT) explains why people feel compelled to defend themselves against possible dangers. When used in conjunction with healthy business travel practices, PMT can be a powerful tool in motivating people to take the necessary safety measures to protect their health and well-being when they are on business traveling. This paper aims to review the past studies on threat appraisal and coping appraisal which are used mainly in the PMT model. This is crucial before suggesting to business organizations how threat appraisal and coping appraisal could be used as a guideline and motivational tool towards adopting healthy behaviors amongst their talents. The review may also lead to crafting possible interventions in the form of a working model that can be applied for appropriate actions with selected collaborators.

Mitigating Supply Chain Disruptions in Enhancing South Company’s Sustainability

Case ID: ACT-007

Dhurka Sivalingam, Nazimah Hussin

Theme: Strategic Management

Supply chain disruptions significantly impact a company’s operations and financial performance, leading to production delays, increased costs, and lost revenue. This research aims to explore how South Company, an electrical component manufacturer, handles supply chain interruptions to attain operational resilience and financial stability. This study employs a mixed-methods approach, integrating both qualitative and quantitative research procedures to address these issues. Quantitative data were obtained from secondary sources to determine the frequency and financial impact of supply chain disruptions. Semi-structured interviews with key personnel from company’s purchasing, manufacturing, and IT departments provided qualitative data. Using NVivo software, the analysis utilized regression, correlation, and descriptive statistics. The main objectives were to measure workforce stability and evaluate the efficacy of current mitigation techniques. Findings show that inventory stockpiling and multiple sourcing greatly increased supply chain resilience, while prudent financial management lessened the impact of interruptions. Quantitative metrics analysis indicated significant improvements in workforce resilience and stability. This study emphasizes a proactive and varied approach to supply chain risk management and offers insights into effectively integrating resilience methods and financial performance measures to address modern supply chain challenges


Case ID: ACT-009

Muhammad Izwan Ahmad, Nor Syahirah Ismail, Mohammed Haekal Harun, Haliyana Khalid, Eraricar Salleh

Theme: Marketing

Inadequate care in the transportation of perishable foods from supermarkets to homes poses a significant risk of exposure to foodborne diseases. To date, a large portion of the population, especially in Malaysia, remains unaware of this issue. This paper presents a prototype aimed at improving the storage and transport of chilled and frozen perishable items. It is designed and developed using a design thinking approach, with an emphasis on the user experience of shopping for perishable items. The prototype is designed to address consumer concerns related to temperature integrity during the journey from supermarkets to homes. The goal of the design thinking project was to find a solution for the issue of foods that would deteriorate more quickly and grow microorganisms that could cause foodborne illnesses if proper temperature control was not achieved through the use of specialized containers. This was caused by direct sunlight exposure, which raised the temperature in the car trunk when transporting chilled and frozen foods. Testing of the prototype by intended users yielded promising results in reducing spoilage, improving efficiency, and ensuring food quality during transportation. Additionally, the prototype has the potential to enhance the user experience of shopping for perishable items


Case ID: ACT-011

Chung Khian Yew, Nomahaza Mahadi

Theme: Strategic Management

In an era where technological advancements were transforming healthcare practices, the integration of robotic exoskeletons into rehabilitation therapies signified a major advancement. Despite their potential, the adoption rates of robotic exoskeletons among rehabilitation therapists remain low due to various barriers. This study was focused on developing a conceptual framework, utilizing the Technology Acceptance Model (TAM) to identify and tackle the perceptual barriers to the adoption of robotic exoskeletons, aiming to increase their acceptance among rehabilitation therapists through tailored educational initiatives. Methods included a mixed-methods approach, combining quantitative surveys and qualitative interviews to assess therapists’ perceptions of the technology’s usefulness and ease of use. An educational webinar and workshop will be proposed as interventions to enhance familiarity with the technology and demonstrate its clinical benefits. By addressing misconceptions and operational challenges through tailored educational initiatives, this framework aimed to improve therapists’ acceptance of robotic exoskeletons. The study contributed to the ongoing discourse on technology adoption in healthcare, offering actionable insights for overcoming barriers to innovative rehabilitation tools. The proposed framework helps understand the dynamics of technology acceptance and guides effective strategies for increasing the adoption of robotic exoskeletons in clinical settings.


Case ID: ACT-012

Jonitha Anand, Dr. Nooraini Yusoff, Ts. Dr. Hadhrami Ab Ghani

Theme: Information System

20th century AI implementation into smart home or smart home infrastructure development. A smart home is a residence outfitted with a system that can exchange data with the owner’s other devices to automate mundane tasks. A smart home system may control your refrigerator or air conditioner, install, and monitor your home security system and cameras, and even help you schedule your sprinklers. By adapting the temperature of the house, the brightness of the lights, the position of the blinds, and the frequency with which the plants get watered based on the weather and other environmental factors, smart homes provide their owners greater control over their energy bills. Smart homes can help homeowners save money by revealing and cutting back on wasteful energy usage. By adjusting the temperature, lighting, and window coverings in the house as well as the watering schedule based on the weather and other environmental factors, smart homes provide us greater control over our energy consumption. Data from a smart home can help people become more environmentally conscious and reduce their energy consumption. Using IoT for a smart home application was the topic of the article. Keywords: Artificial Intelligence, IOT, Industry 4.0, Sensor, Electronics


Case ID: ACT-013

Chew Wei Leong, Nomahaza Mahadi

Theme: Human Resources

Chronic disease management is a significant concern worldwide, demanding effective patient education for improved health outcomes. This research evaluates the impact of digital patient education materials and Monthly Health Newsletters at NPH Clinic. With a dual approach of developing a website containing digital education resources and implementing regular health newsletters, the study investigates enhancements in patient selfmanagement. Employing a mixed-methods design, we combine quantitative data from engagement metrics with qualitative interviews, aiming to achieve a holistic evaluation of these educational interventions. Preliminary findings suggest improvements in patient self-management practices, demonstrating the potential of digital resources in chronic disease management. We anticipate further engagement and patient empowerment, contributing to more effective patient-centred care.

Enhancing Sustainability and Workplace Safety Management Systems in the Manufacturing Industry through Digitalization

Case ID: ACT-014

Ameer Faris Azman, Beni Widarman Yus Kelana

Theme: Information System

This study investigates the transformative impact of digitalization on workplace safety management systems within a Southern manufacturing company. Employing a mixed-methods approach, it explores the limitations of traditional paper-based systems and their repercussions on various facets including employee morale, contractor compliance, safety performance, and operational efficiency. Interventions during Cycle 1 introduce online reporting and interactive safety training, while Cycle 2 focuses on continuous education, website
development, and SOP establishment, assessed through the Theory of Acceptance Model (TAM). Statistical analyses using SPSS unveil significant improvements between the baseline data and post cycle 1 intervention, supported by paired sample t-tests (p<0.001). Subsequent analysis to compare the post cycle 1 and cycle 2 intervention utilizing the Wilcoxon Signed Ranks Test confirms the interventions’ efficacy in enhancing participants’ perceptions of usefulness (PU), ease of use (PEU), and attitude (AT). Data from the Safety Department demonstrate enhancements in report submissions, accident-free records, e-learning engagement, and incident reduction. This research underscores the critical role of technology acceptance in fostering resilient
safety practices, offering valuable insights for industry implementation, and advocating for safer and more productive work environments.


Case ID: ACT-016

Siti Nur Fatihah Adnan, Nomahaza Mahadi

Theme: Marketing

This research investigates the effectiveness of social media marketing campaigns on Facebook and TikTok ads for Z Twin Auto Performance Sdn. Bhd., a small and medium enterprise (SME) facing challenges in sustaining market share and driving sales growth. Through mixed-methods research, including semi-structured interviews and data analysis, the study evaluates the impact of digital marketing strategies on brand visibility and audience engagement. Multiple linear regression analysis is employed to assess the relationships between campaign metrics and engagement outcomes. The findings reveal significant increases in profile views and page visits following the intervention, indicating successful brand visibility enhancement. Strong correlations between impressions, clicks, and engagement metrics on TikTok ads highlight the platform’s effectiveness in driving interaction. Meanwhile, Facebook ads demonstrate weaker correlations but still contribute to audience engagement. The study underscores the importance of leveraging social media platforms for brand promotion and customer engagement in today’s digital landscape, emphasizing the need for continuous evaluation and adaptation of marketing strategies to drive sustained growth and competitive advantage


Case ID: ACT-018

Amy Lydia Adnan, Beni Widarman Yus Kelana

Theme: Strategic Management

This study focuses on improving the existing work process for eKasih registration at the State Development Office of Johor (SDOJ). SDOJ is a department under the Implementation Coordination Unit (ICU), Prime Minister’s Department’s acts as custodian for the National Poverty Database, the eKasih System. One of the issues encountered in the registration process is that the data of the targeted household is not updated, mainly due to geographical issues and commitment by the household. An in-depth interview and focus group discussion (FGD) were conducted with the top management, middle managers, and operational level (enumerators) to identify issues in the organization. As a result, this research proposes a computer-assisted self-interview (CASI) using Quick Response (QR) code as a medium for the data updating process. The research methodology for this research is mixed methods, qualitative and quantitative. This research has reduced the percentage of non-updated data in the targeted population, which contributes to better decision-making by policymakers and relevant agencies. Successful registration of the targeted household will potentially benefit from the social assistance or aid provided by the government. In addition, the organization is expected to benefit from operational cost savings of up to 47%.

Navigating the Marketing Landscape: Artificial Intelligence and Big Data Role in Digital Marketing

Case ID: ACT-019

Abdullah Hamamah, Basheer Al-haimi, Wesam Tajuri

Theme: Marketing

This systematic literature review, conducted from 2019 to 2024, critically examines the paradigmatic shift toward digital marketing, with a primary focus on the implementation of data-driven strategies. Adhering to the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework, our methodology systematically identifies and evaluates relevant scholarly articles and industry reports. The review explores prevailing theories related to consumer behavior and technology adoption, elucidating their profound influence on contemporary marketing practices. By employing a meticulous analysis, we investigate the intersection of key technologies, particularly artificial intelligence (AI) and big data, with the dynamic evolution of consumer behavior. Our synthesis highlights how businesses strategically leverage these technological trends to gain a competitive advantage in the digital landscape. The identified trend underscores a substantial shift towards interactive and personalized marketing experiences, driven by continuous digital innovation. The synthesis of literature not only accentuates the significance of aligning marketing practices with emerging technologies but also emphasizes the strategic imperative of meeting evolving consumer expectations. The document recognizes the transformative impact of digital innovation on marketing strategies and underlines the importance of adapting practices to stay relevant in this dynamic landscape. Furthermore, this systematic review acknowledges the inherent limitations within the current body of literature and addresses potential areas for future research exploration. By integrating a rigorous methodology based on the PRISMA framework and considering literature from 2019 to 2024, this review contributes to a comprehensive understanding of the dynamic interplay between digital marketing strategies, emerging technologies, and evolving consumer behavior.


Case ID: ACT-020

Asmahlati Ahmad, Dr. Razli Ramli, Prof. Dr. Fauziah Sh. Ahmad

Theme: Strategic Management

This study utilizes the Resource Based View (RBV) to analyze how Universiti Teknologi Brunei (UTB) can leverage its strategic resources—specifically, global collaborations and digital marketing transformation —to enhance its global brand prominence. Positioned as a leading technological university in Brunei, UTB aims to capitalized on these strategic resources to improve its international visibility and educational offerings. Initial interviews and discussions with UTB stakeholders and a review of its current capabilities indicate that international partnerships and digital strategy transformation are crucial to achieving competitive advantages in the global educational landscape. This study will employ a mixedmethods approach to systematically evaluate the potential impacts of these strategies. Quantitative data will be collected through surveys targeting UTB’s international students, faculty, and staff complemented by qualitative data from semi-structured interviews with diverse group of participants, including key institutional leaders, faculty members, staff, and representatives from partner institution. The findings are expected to contribute to strategic management practices in higher education by providing evidence-based recommendations for enhancing global brand prominence through targeted strategic initiatives. This research will offer insights into the effective application of RBV in the higher education sector, serving as a valuable model for similar institutions aiming to elevate their global standing

The Impact and Future Trends of Augmented Reality on Digital Marketing

Case ID: ACT-021

Tahani Alsufyani, Siti Aminah Binti Ahmed, Basheer Al-haimi, Malak Alqahtani

Theme: Marketing

The influence of Augmented Reality (AR) on digital marketing is multifaceted, significantly affecting customer engagement, behavior, loyalty, and purchase decisions. This study addresses the issue of how AR can be effectively integrated into marketing strategies to optimize these outcomes. A comprehensive analysis of the literature is conducted on the varied stimuli, types of augmentation, and associated results with AR, emphasizing the need for diverse AR approaches in marketing. The method involves a detailed review of existing literature to explore AR’s potential to enhance user engagement, transform influencer marketing, and predict future advertising trends. Additionally, the study investigates how AR enables companies to devise streamlined, environmentally friendly solutions. This dynamic field continually evolves with technological advancements, necessitating ongoing research to uncover new developments. This paper provides a thorough examination of the current impact and role of AR in digital marketing, delves into its limitations, and offers insights into future trends and developments. The structure includes a general overview of AR, its specific applications in digital marketing, an exploration of its limitations, and a discussion of future trends within the digital marketing landscape.


Case ID: ACT-022

Dong Siyu, Lu Juyan, Liu Jia, Wu Jibai, Abdullah Hamamh, Abbas Alotaibi, Alsufyani Khalid

Theme: Strategic Management

This study explores the use of action research methods to improve the points redemption rate of volunteers in a Chinese NGO. By implementing intervention, such as creating more comprehensive videos that introduce the points program, and promoting and advertising synchronously online and offline, positive results were achieved. The participation rate of volunteers in redemption increased and exceeded the expected value. However, we recognize that these achievements are only the initial steps, and continuous monitoring and feedback collection are necessary for continuous improvement. The involvement of stakeholders, including staff and volunteers, helps to understand their perspectives and incorporate their voices into the development of effective solutions. By combining qualitative and quantitative methods, we have a comprehensive understanding of the challenges. This study demonstrates the importance of action research as an organizational change tool and emphasizes its potential in strengthening volunteer projects. The insights from this study provide valuable guidance for organizations seeking to use action research to address challenges and improve the effectiveness of volunteer projects.


Case ID: ACT-024

Wan Mohd Ashroff Bin Wan Harun, Leong Chew Wei, Ahmad Faiz Bin Mohd Ezanee, Bint Al-Huda Binti Kamarudin, Mohd Syaakir Bin Ibrahim, Haliyana Khalid

Theme: Information System

Managing the affairs of a deceased loved one until the burial process involves a labyrinth of administrative challenges that can exacerbate the grief experienced by next of kin, often leaving first-timers or those facing sudden deaths feeling overwhelmed. Despite the prevalence of such challenges, existing literature lacks comprehensive insights or solutions. This study aims to bridge this gap by proposing clear guidance for navigating the funeral process. Employing a design thinking approach, we delve into the journey of next of kin in managing funerals by interviewing seven next of kin who went through post-mortem administrative tasks. Our findings, derived from the empathy stage of the process, reveal the existence of distinct user profiles, shaped by factors such as experience, lifestyle, and the nature of their loved one’s demise. The study concludes with recommendations for simplifying administrative procedures and suggests the need for more comprehensive support systems. Understanding these diverse user perspectives is essential for tailoring effective solutions to streamline the funeral management process in Malaysia.


Case ID: ACT-025

Anitha Thamil Selvan, Mooi Shan, Teoh, Nor Hanan, Nasir, Chung Khian, Yew, Haliyana, Khalid

Theme: Human Resources

Burnout among healthcare practitioners remains a prevalent issue, particularly in developing countries, as evidenced by numerous studies and reports. However, existing research predominantly adopts a quantitative approach, leaving gaps in understanding the nuanced experiences of burnout. This study seeks to address this gap by employing a design thinking methodology to delve into the root causes of burnout and explore innovative solutions. Focusing on a cohort of healthcare practitioners in Malaysia, the empathy phase of the study uncovers the sources of dissatisfaction at work. Notably, the experience of burnout differs between clinical and administrative medical officers. These findings provide valuable insights for developing interventions aimed at promoting happiness and achieving work-life balance, with the ultimate goal of enhancing job retention rates among healthcare professionals.


Case ID: ACT-026

Ainunnadiah Darus, Azhani Haliyati Abdul Yamin, Kalatheran Saishoo Nor Harizah Mohd Afifi, Haliyana Khalid

Theme: Information System

Potty training is a crucial developmental milestone, yet in Malaysia, the absence of structured programs poses significant challenges for parents. This study delves into the experiences and perspectives of Malaysian parents by utilizing the empathy stage of design thinking to explore their behaviors, goals, struggles, and successes in potty training. Insights gathered from this approach facilitate the development of tailored interventions by healthcare authorities, aimed at addressing the diverse needs of parents. By providing effective strategies and support, this research seeks to assist parents in successfully navigating the potty training process, thereby mitigating potential health complications for children


Case ID: ACT-027

Syaakir Mohd, Nomahaza Mahadi

Theme: Information System

This study examines the impact of an online short course platform (OSCP) designed to enhance medical officers’ accuracy in certifying the cause of death (COD). Grounded in the Cognitive Load Theory (CLT) and Self-Determination Theory (SDT), the intervention aims to optimize learning outcomes and motivation among medical officers. Employing a mixed-methods approach, quantitative data from pre- and post-tests and qualitative insights from interviews with forensic medicine specialists are analyzed. Results indicate that the OSCP significantly improves COD certification accuracy, offering a promising avenue for increasing accessibility to reliable COD information. The study underscores the importance of continuous learning and quality improvement in healthcare systems. Challenges such as technological proficiency and engagement levels are addressed through training sessions and feedback mechanisms. Overall, the OSCP demonstrates potential in fostering a culture of continuous learning and improving healthcare outcomes.


Case ID: ACT-028

Mohd Rafizan Samian, Adriana Mohd Rizal

Theme: Strategic Management

The production of high-quality oil palm fresh fruit bunches (FFB) is important for palm oil growers, as it significantly impacts their income. The productivity of FFB does not depend solely on yield but also on the quality of FFB to achieve a high oil extraction rate (OER). This study examines the factors influencing the productivity of FFB in the oil palm industry, as well as strategies for improving harvesting practices and yield. The low productivity of FFB can be attributed to various factors, including suboptimal harvesting techniques, labour management challenges, pests and diseases, soil conditions, and smallholder practices. The review highlights the need for a holistic approach that addresses environmental conditions, agronomic practices, harvesting techniques, and technological interventions to improve FFB yields, oil extraction rates, and economic returns. Proper harvesting practices, such as maintaining optimal harvesting intervals, are crucial for maximizing productivity. The FFB need to be graded thoroughly to ensure a high OER. Future research directions include qualitative studies to gain in-depth insights from industry stakeholders and quantitative analyses to assess the effectiveness of interventions aimed at enhancing productivity and profitability in the oil palm industry.


Case ID: ACT-029

Charmaine Jizelle Encinas, Wesam Saleh Mabruk Tajuri, Tey Yong Kheng, Jiang Zhaocai, Guo Wenshuo

Theme: Strategic Management

This research project focuses on addressing the challenges faced by CerviQ, a non-profit organization (NGO) dedicated to eliminating cervical cancer cases in the Philippines, in terms of branding and visibility among Filipino women. With a limited social media presence and low engagement on their Facebook page, the research aims to develop effective strategies through a mixed-method approach. Primary data collection via survey questionnaires and secondary data analysis of CerviQ’s Facebook page provides insights into the organization’s current branding and visibility among Filipino women. By creating compelling content and utilizing relevant hashtags, the research aims to attract and engage Filipino women, raising awareness about cervical cancer prevention. The developed strategies were implemented, and their effectiveness monitored. CerviQ obtained 240% more new followers in a single month than its previous monthly average. Employing Action Research (AR) methodology, this research provides practical solutions, contributes to academic literature, and enhances CerviQ’s branding and presence among Filipino women.


Case ID: ACT-030

Nor Liyana Binti Ismail, Rohaida Binti Basiruddin

Theme: Human Resources

This research illuminates the multifaceted terrain of team performance within the landscape of organizational mergers. guided by the McKinsey 7s framework, zeroes in on soft elements—communication charter; leadership change; teamwork—aiming to design interventions that fortify role fulfillment and elevate team effectiveness in a horizontal merger. This mixed method research capitalizes thematic analysis for discovery and secondary data reports to measure progress. Cycle one of the research projects embarked diagnostic exploration, identifying key challenges, and
strategically implementing social interventions to bolster team dynamics. Cycle two prompted a recalibration of expectations, emphasizing the delicate relationship between leadership impact and the depth of organizational change. The study observed the need for a balanced perspective, appreciating the immediate, visible outcomes of team performance and the protracted gestation period required for transformative shifts. The research recognizes industryspecific constraints and temporal considerations within the designated timeframe. While delimitations deliberately focused on specific McKinsey 7s elements, future research is encouraged to explore a broader array in McKinsey 7s for a comprehensive intervention. Insights garnered from this research should serve as a catalyst for iterative cycles of interventions and assessments, aligning with the dynamic nature of organizational behavior in the context of team performance in horizontal mergers.


Case ID: ACT-031

Abdul Razak Abdul Majid, Asmahwati Abdol Rahim

Theme: Information System

This study examines the constraints of existing cashless payment methods and proposes effective remedies for Koperasi Kolej Profesional Mara Bandar Penawar (KKPMBPKT). By employing qualitative research methodologies such as interviews, this study examines user behavior, identifies significant concerns, and assesses the efficacy of cashless transactions. The study also used the Technology Acceptance Model (TAM) to evaluate customers’ attitudes regarding the utility and user-friendliness of cashless systems. Additionally, it conducts a SWOT analysis to pinpoint the advantages, disadvantages, potential benefits, and potential dangers linked to the implementation of these systems in the cooperative.The findings suggest that despite constraints related to technology adoption and operational efficiency, the switch to cashless payments can enhance transaction speed, enhance record accuracy, and perhaps boost customer satisfaction by providing convenience and security. Implementing strategic measures such as optimizing user interfaces and streamlining transactions can enhance the effectiveness of cashless payment systems. This study offers significant findings on the adoption of cashless payment systems in a cooperative environment, providing a comprehensive examination of the operational, technological, and user behavior factors that impact this shift.

The potential of information technology on tax voluntary compliance

Case ID: ACT-032

YANGLI, Norlaila Md zin

Theme: Accounting

Taxation is the primary source of national fiscal revenue, and maintaining tax stability is a budgetary goal for every country. However, tax evasion remains prevalent worldwide. In recent years, with the rapid development of information technology, an increasing number of countries have applied IT to tax administration. The application of IT has reshaped tax collection and management models, particularly in terms of information transparency, process optimization, and tax evasion prediction capabilities. These characteristics will further enhance taxpayers’ perceptions of tax fairness and trust in tax authorities, ultimately promoting voluntary compliance.
Based on the theoretical frameworks of the Slippery Slope Framework and Fairness Theory, this paper elaborates on the potential impacts of information technology on voluntary compliance through four pathways: enhancing deterrence against tax evasion, improving service perception, reducing opportunities for corruption, and lowering compliance costs. Additionally, a conceptual model of the potential impact pathways of IT on voluntary compliance is constructed. This study lays the groundwork for subsequent empirical research.

Techno-Entrepreneurship Among Educated Women in Saudi Arabia: Current Status, Challenges, and Implications

Case ID: ACT-034

Malak Alqahtani, Basheer Al-haimi, Tahani Alsuyafni

Theme: Entrepreneurship

In the landscape of entrepreneurship, technology entrepreneurship has emerged as a distinct domain, leveraging both technological expertise and entrepreneurial acumen. With technology serving as a cornerstone in business, the significance of technology entrepreneurship for business environments and economic progress cannot be overstated. Notably, the inclination towards becoming entrepreneurs among women in Saudi Arabia has gained prominence, perceived as a viable avenue to address labor market challenges, particularly unemployment. Despite concerted efforts by the government and private sector through various programs and initiatives aimed at fostering entrepreneurship among young Saudis, including women, there remains a dearth of comprehensive studies on technology entrepreneurship intention, especially in Saudi Arabia. Against this backdrop, this paper endeavors to shed light on the status of intention towards techno-entrepreneurship among educated women in Saudi Arabia as well as the barriers that still exist hindering women from taking the lead. Employing a blend of literature review and interviews, the study delves into the factors influencing the propensity towards and awareness of technology entrepreneurship among this demographic. Notably, the paper underscores the growth trajectory of women’s participation in the IT sector in Saudi Arabia, with figures surpassing those of renowned tech hubs such as Silicon Valley. However, despite this progress, there are persistent challenges and obstacles hindering the full realization of women’s potential in technology entrepreneurship. The findings of this study hold significant implications for various stakeholders, including government bodies, educational institutions, and industry players. By identifying the factors contributing to the subdued intention and awareness of technology entrepreneurship among women, this paper serves as a compass, guiding efforts towards addressing pertinent issues and fostering an environment conducive to women’s participation and success in techno-entrepreneurship.


Case ID: ACT-035

Nor Amalina Ibrahim, Haliyana Khalid, Nurakmal Ramli

Theme: Marketing

Micro, Small, and Medium Enterprises (MSMEs) often face significant challenges in developing and executing effective digital marketing strategies due to limited knowledge and resources. This paper presents an action research study aimed at aiding an MSME in formulating a comprehensive digital marketing strategy. The study involved a thorough analysis of the company’s social media insights, coupled with direct observations and in-depth interviews with key stakeholders. The findings from these activities were systematically mapped using the SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) planning framework to develop a tailored digital marketing strategy. The results indicate that a structured approach, grounded in empirical data and strategic planning models, can significantly enhance the ability of MSMEs to effectively implement and manage their digital marketing efforts, ultimately leading to improved resource allocation and marketing outcomes.


Case ID: ACT-036

Nurul Sa’adah, Nurainun, Mohd. Heikal, Farah Akmar Binti Anor Salim, Syamsul Bahri, Khairina

Theme: Marketing

The goal of this research is to examine the impact of online consumer reviews on purchase intention on the Lazada online shopping site on Malikussaleh University students. In this study, quantitative research techniques were utilized. Primary data of study was collected through a self-administered Likert type online survey. In total, 115 volunteer participants familiar with Lazada online shopping site filed the study. The research model of the study was analyzed with the help of Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques. According to the findings of this research, perceived usefulness, perceived ease of use, perceived enjoyment and perceived control from online consumer reviews (OCRs) influenced consumers in trusting the Lazada online shopping sites, but perceived effectiveness from OCRs does not affect consumer trust. Trust has a high significant on consumer purchase intention. Another findings of this research is Perceived ease of use, perceived effectiveness, perceived enjoyment of OCRs influenced consumers on online purchase intention, but perceived usefulness and perceived control does not influenced consumer to shop online. However, Trust was found to have mediator with insignificantly on perceived usefulness, perceived ease of use, perceived effectiveness, perceived enjoyment, and perceived control of OCRs on online consumer purchase intention at Lazada.


Case ID: ACT-037

Mohd Hanief Burhanuddin , Basheer Al-haimi

Theme: Strategic Management

This research addresses the critical challenge of the absence of an appropriate asset management system for district cooling applications. The primary objective is to design and implement a suitable and robust reliability improvement program specifically tailored to district cooling applications, ensuring it strikes the right balance between costs, risks, and asset availability. This research was conducted through two planned intervention cycles at a district cooling plant in Malaysia. Based on the findings of the gaps assessment, the first intervention cycle encompasses a series of strategic measures aimed at restructuring maintenance practices. These measures include redefining strategic reliability KPIs, refining key definitions for appropriate application, and redesigning preventive maintenance to incorporate condition-based maintenance (CBM) strategies. Building upon the successes of the first cycle, the second intervention cycle focuses on further refining the maintenance processes. This involves increasing stakeholder engagement frequency to enhance skills and reduce resistance to change. It also includes prioritizing impactful preventive maintenance activities according to available resources through Quarterly Maintenance Plan Review. Additionally, the implementation adheres to the Plan-Do-Check-Act (PDCA) framework to ensure continuous improvement in maintenance management. The interventions have resulted in tangible improvements in reliability, reduced equipment downtime, and enhanced accountability throughout the plant. The holistic approach adopted in this program emphasizes the importance of integrating various strategies and continuous improvement models to optimize operational performance. By successfully achieving the set targets, this reliability improvement program has demonstrated its effectiveness in elevating the performance and reliability of district cooling plants. The findings from this research provide valuable insights and practical recommendations for enhancing reliability and maintenance management in similar industrial settings.

Marketing Innovation in the Integration of Cultural Heritage Protection and
Tourism Development: A Case Study of Nanjing

Case ID: ACT-039

Cao Shuran, r. Farah Akmar Anor Salim, Xu Ying, Li Zhaofeng, Gong Hong, Zhao Huazhong

Theme: Marketing

This study investigates the critical intersection of cultural heritage conservation and tourism development, with a focus on the role of marketing innovation. The significance of this research lies in addressing the gap in the literature regarding the application of innovative marketing strategies to meet the complex needs of contemporary tourists while preserving cultural heritage. Nanjing, with its rich cultural heritage, serves as a pertinent case study to explore this integration strategy. Utilizing qualitative research methods, the study conducted a comprehensive literature review and on-site surveys to assess the current state of cultural heritage and tourism in Nanjing. The research design encompassed a thematic analysis of collected data to identify key issues and potential strategies for integration.
The research uncovered that while effective conservation strategies are essential, traditional marketing strategies fall short in engaging the diverse tourist market. Key findings include the need for an integrated approach that sets clear goals, adheres to principles of sustainability, and leverages innovative marketing strategies to promote cultural heritage sites.


Case ID: ACT-040

Liu Renzhong, Poh-Chuin, Zhao Huazhong, Gong Hong

Theme: Marketing Entrepreneurship

The exponential growth of the Chinese Fintech industry has spurred numerous enterprises to seek internationalization opportunities, aiming to expand their presence in global
markets and foster financial inclusion in various countries and regions. Hi Fintech Global Company, as a representative of typical Chinese Fintech enterprises, embarked on its internationalization journey in 2020. In the context of increasingly diversified and competitive international markets, this article aims to explore the challenges faced by enterprises in their internationalization process regarding service models and delves into strategies to innovate these models for a broader global reach. Leveraging theoretical frameworks such as the Uppsala Internationalization Model and the Services Innovation Model, this article undertakes an in-depth analysis of how dimensions within Fintech enterprises’ service innovation models can synergistically address challenges and proposes two practical intervention cycles for implementation. According to the research, successful internationalization necessitates not only leading solutions and flexible products but also a transformation from a vendor-based software delivery model to a customer-oriented service innovation model. This paper intends to offer a valuable case study for Chinese Fintech enterprises, drawing insights from Hi Company’s internationalization journey, assisting them to innovate service model within the intricate and dynamic international financial landscape.


Case ID: ACT-042

Darween Rozehan Shah Iskandar Shah, Nur Faradila Anuar,
Wan Mohd Ahsri Wan Daud, Nasrin Aghamohammadi

Theme: Strategic Management

Disposable diapers contain minute amounts of dioxin, a poisonous byproduct of the paper-bleaching process that is also a carcinogenic chemical, making it the most dangerous of all cancer-causing substances. However, mothers and caregivers increasingly prefer disposable diapers over cloth ones because of their convenience. The disposal of disposable diapers poses some challenges, both environmentally and in terms of health, owing to their careless disposal. The detrimental effects of the indiscriminate disposal of used diapers on the environment are becoming increasingly apparent in numerous Asian countries, as well as on a global scale. Prolific production of waste using disposable diapers is a major contributor to this issue. This article advocates responsible disposal of disposable diapers and suggests that caregivers should be discouraged from indiscriminately dumping them. It is recommended that waste management authorities educate the public on the correct method of disposal and environmental consequences of these diapers.

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