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1. Volume 1, Issue 1, March 2015
Title: Dynamic Capabilities in Malaysian Electrical and Electronic
Industry

2. 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
any
empirical and conceptual studies of these capabilities are available, no studies have combined them as component factors of dynamic
mbinative
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
c
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].
r cent
trical
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] .

3. 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.
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.
[14]. The
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] contribute to the
[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
urce
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.
mpetitive
industry. However, more than the resources themselves, it is the specific decisions involved in how resources are accessed, combined,
[26]. For purposes of this article, we adopt the definition of organizational capabilities
espoused by Grant [27] perform repeatedly a productive task which relates either directly or indirectly to a
[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, the theoretical gaps on the construct of dynamic
capabilities 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.

4. 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] tal 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
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] 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
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
rging 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
ited 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
s knowledge base
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 capaci term survival and success because absorptive capacity can reinforce,
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

5. 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
consta
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
titive 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.
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
)
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
mbinative 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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8. Volume 1, Issue 1, March 2015
Title: Leading a Multidisciplinary Team: The emerging role
of a Nurse

9. 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

10. 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

11. 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
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
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

12. 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)
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

13. 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

14. 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-
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

15. 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
satisfactio 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
des 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
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

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

17. 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 leader has and on the members and where the measure of the Leadership style used
-
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
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.

18. 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

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

20. 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)
-123
SCIENCE DIRECT [Online] Available at: http://online.sagepub.com
274-276

21. Kim-
ofessional Nursing,
26(4) pp. 242-249
Mosby
the Asia-Pacif -207
Nursing, 18(1)
LaSa
Nursing, 14(1)
. 108-114 [Online]
Available at: http://intl.elsevierhealth.com/journals.nedt
-295
rofession in Malaysia: Evolving Legal
cial and
Rhodes, M., Schutt, M., Langham, G., and Bilotta, D. (
Professionalism: A Learner-
d Philos, 14
pp. 203-208
-Shifting relationship between nursing education
-245 [Online] Available at:
http://intl.elsevierhealth.com/journals.nedt

22. Volume 1, Issue 1, March 2015
Title: Operationalizing Variables in Theoretical Frameworks:
A Comparative Analysis

23. 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

24. 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

25. 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

26. 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.

27. 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) uantitative 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

28. 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

29. 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

30. 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.

31. 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.

32. 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).

33. Volume 1, Issue 1, March 2015
Title: Quantization Dynamics of Consumer Behavior

34. 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 (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].

35. 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 0h
s
I
m
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 bi 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

36. 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
the behavior over certain
period of time with width k having sum equals nS such that

37. 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 ( ), ( ), ( ) 0
n
k
n
k
f I t p t m t
or ( ), ( ), ( ) 0
c
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 function
2
( , , ) 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
12 3
0
3 0t t

38. 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.
2. Assael, H., (1985), Marketing Management, Boston, Massachusetts, Kent Publishing Co.
3. Bush, R. R. and Mosteller, F., (1995), Stochastic Models for Learning, New York, Wiley.
4. Foxall, G. R., (
Journal of Market Research Society, Vol. 26 No.3.
5. Kotler, P., Marketing Management, Englewood Cliffs, New Jersey, Prentice-Hall.
6.
.
7. Massy, W. F., Montgomery, D.B. and Morrison, D. B., (1970), Stochastic Models of Buyer Behavior, Cambridge,
Massachusetts, The MIT Press.
8. Montgomery, D. B. and Urban, G. L., (1969), Management Science in Marketing, Englewood Cliffs, New Jersey,
Prentice Hall Inc.

39. 1
Volume 1, Issue 1, March 2015
Title: Software Requirement Specification Document of a
Online Food Store

40. Volume 1, Issue 1, March 2015
Title: Dynamic Capabilities in Malaysian Electrical and Electronic
Industry

41. Volume 1, Issue 1, March 2015
Title: Dynamic Capabilities in Malaysian Electrical and Electronic
Industry

42. 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

43. 3
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

44. 4
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
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

45. 5
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.

46. 6
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
ly checked the order. We will manage the

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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.
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 w
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.
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

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