Search results for: S. S. Sandhu
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 18

Search results for: S. S. Sandhu

18 Automatic Measurement of Garment Sizes Using Deep Learning

Authors: Maulik Parmar, Sumeet Sandhu

Abstract:

The online fashion industry experiences high product return rates. Many returns are because of size/fit mismatches -the size scale on labels can vary across brands, the size parameters may not capture all fit measurements, or the product may have manufacturing defects. Warehouse quality check of garment sizes can be semi-automated to improve speed and accuracy. This paper presents an approach for automatically measuring garment sizes from a single image of the garment -using Deep Learning to learn garment keypoints. The paper focuses on the waist size measurement of jeans and can be easily extended to other garment types and measurements. Experimental results show that this approach can greatly improve the speed and accuracy of today’s manual measurement process.

Keywords: convolutional neural networks, deep learning, distortion, garment measurements, image warping, keypoints

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17 Effect of Ultrasonic Vibration on the Dilution, Mechanical, and Metallurgical Properties in Cladding of 308 on Mild Steel

Authors: Sandeep Singh Sandhu, Karanvir Singh Ghuman, Parminder Singh Saini

Abstract:

The aim of the present investigation was to study the effect of ultrasonic vibration on the cladding of the AISI 308 on the mild steel plates using the shielded metal arc welding (SMAW). Ultrasonic vibrations were applied to molten austenitic stainless steel during the welding process. Due to acoustically induced cavitations and streaming there is a complete mixture of the clad metal and the base metal. It was revealed that cladding of AISI 308 over mild steel along with ultrasonic vibrations result in uniform and finer grain structures. The effect of the vibration on the dilution, mechanical properties and metallographic studies were also studied. It was found that the welding done using the ultrasonic vibration has the less dilution and CVN value for the vibrated sample was also high.

Keywords: surfacing, ultrasonic vibrations, mechanical properties, shielded metal arc welding

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16 Mechanical Analysis and Characterization of Friction Stir Processed Aluminium Alloy

Authors: Jaswinder Kumar, Kulbir Singh Sandhu

Abstract:

Friction stir processing (FSP) is a solid-state surface processing technique. A single-pass FSP was performed on Aluminum alloy at combinations of different tool rotational speeds with cylindrical threaded pin profiled tool. The effect of these parameters on tribological properties was studied. The wear resistance is found to be increased from base metal to a single pass FSP sample. The results revealed that with an increase in tool rotational speed, the wear rate increases. The high heat generation causes matrix softening, which results in an increased wear rate; on the other hand, high heat generation leads to coarse grains, which also affected tribological properties. Furthermore, Microstructure results showed that FSPed alloy has a more refined grain structure as compare to the base material, which may be resulted in enhancement of hardness and resistance to wear in FSP.

Keywords: friction stir processing, aluminium alloy, microhardness, microstructure

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15 Investigation of Distortion and Impact Strength of 304L Butt Joint Using Different Weld Groove

Authors: A. Sharma, S. S. Sandhu, A. Shahi, A. Kumar

Abstract:

The aim of present investigation was to carry out Finite element modeling of distortion in the case of butt weld. 12mm thick AISI 304L plates were butt welded using three different combinations of groove design namely Double U, Double V and Composite. A full simulation of shielded metal arc welding (SMAW) of nonlinear heat transfer is carried out. Aspects like, temperature-dependent thermal properties of AISI stainless steel above liquid phase, the effect of thermal boundary conditions, were included in the model. Since welding heat dissipation characteristics changed due to variable groove design significant changes in the microhardness tensile strength and impact toughness of the joints were observed. The cumulative distortion was found to be least in double V joint followed by the Composite and Double U-joints. All the joints have joint efficiency more than 100%. CVN value of the Double V-groove weld metal was highest. The experimental results and the FEM results were compared and reveal a very good correlation for distortion and weld groove design for a multipass joint with a standard analogy of 83%.

Keywords: AISI 304 L, Butt joint, distortion, FEM, groove design, SMAW

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14 Investigation of Microstructure and Mechanical Properties of Friction Stir Welded Dissimilar Aluminium Alloys

Authors: Gurpreet Singh, Hazoor Singh, Kulbir Singh Sandhu

Abstract:

Friction Stir Welding Process emerged as promising solid-state welding and eliminates various welding defects like cracks and porosity in joining of dissimilar aluminum alloys. In the present research, Friction Stir Welding (FSW) is carried out on dissimilar aluminum alloys 2000 series and 6000 series this combination of alloys are highly used in automobile and aerospace industry due to their good strength to weight ratio, mechanical, and corrosion properties. The joints characterized by applying various destructive and non-destructive tests. Three critical welding parameters were considered i.e. Tool Rotation speed, Transverse speed, and Tool Geometry. The effective range of tool rotation speed from 1200-1800 rpm and transverse speed from 60-240 mm/min and tool geometry was studied. The two-different difficult to weld alloys were successfully welded. All the samples showed different microstructure with different set of welding parameters. It has been revealed with microstructure scans that grain refinement plays a crucial role in mechanical properties.

Keywords: aluminum alloys, friction stir welding, mechanical properties, microstructure

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13 Investigation of Distortion and Impact Strength of 304 L Butt Joint Using Different Weld Groove

Authors: A. Sharma, S. S. Sandhu, A.Shahi, A. Kumar

Abstract:

In this study, the effects of geometric configurations of butt joints i.e. double V groove, double U groove and UV groove of AISI 304L of thickness 12 mm by using Gas Tungsten Arc Welding (GTAW) are investigated. The magnitude of transverse shrinkage stress and distortion generated during welding under the unrestrained conditions of butt joints is the main objective of the study. The effect of groove design on impact strength and metallurgical properties are also studied. The Finite element analysis for the groove design is done and compared the actual experimentation. The experimental results and the FEM results were compared and reveal a very good correlation for distortion and weld groove design for multipass joint with a standard analogy of 80%. In the case of VV groove design it was found that the transverse stress and cumulative deflection have the lowest value. It was found that the UV groove design had the maximum ultimate and yield tensile strength, VV groove had the highest impact strength. Vicker’s hardness value of all the groove design was measured. Micro structural studies were carried out using conventional microscopic tools which revealed a lot of useful information for correlating the microstructure with mechanical properties.

Keywords: weld groove design, distortion, AISI 304 L, butt joint, FEM, GTAW

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12 Comparative Performance and Emission Analysis of Diesel Engine Fueled with Diesel and Bitter Apricot Kernal Oil Biodiesel Blends

Authors: Virender Singh Gurau, Akash Deep, Sarbjot S. Sandhu

Abstract:

Vegetable oils are produced from numerous oil seed crops. While all vegetable oils have high energy content, most require some processing to assure safe use in internal combustion engines. Some of these oils already have been evaluated as substitutes for diesel fuels. In the present research work Bitter Apricot kernel oil was employed as a feedstock for the production of biodiesel. The physicochemical properties of the Bitter Apricot kernel oil methyl ester were investigated as per ASTM D6751. From the series of engine testing, it is concluded that the brake thermal efficiency (BTE) with biodiesel blend was little lower than that of diesel. BSEC is slightly higher for Bitter apricot kernel oil methyl ester blends than neat diesel. For biodiesel blends, CO emission was lower than diesel fuel as B 20 reduced CO emissions by 18.75%. Approximately 11% increase in NOx emission was observed with 20% biodiesel blend. It is observed that HC emissions tend to decrease for biodiesel based fuels and Smoke opacity was found lower for biodiesel blends in comparison to diesel fuel.

Keywords: biodiesel, transesterification, bitter apricot kernel oil, performance and emission testing

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11 Preferred Left-Handed Conformation of Glycyls at Pathogenic Sites

Authors: Purva Mishra, Rajesh Potlia, Kuljeet Singh Sandhu

Abstract:

The role of glycyl residues in the protein structure has lingered within the research community for the last several decades. Glycyl residue is the only amino acid that is achiral due to the lack of a side chain and can, therefore, exhibit Ramachandran conformations that are disallowed for L-amino acids. The structural and functional significance of glycyl residues with L-disallowed conformation, however, remains obscure. Through statistical analysis of various datasets, we found that the glycyls with L-disallowed conformations are over-represented at disease-associated sites and tend to be evolutionarily conserved. The mutations of L-disallowed glycyls tend to destabilize the native conformation, reduce protein solubility, and promote inter-molecular aggregations. We uncovered a structural motif referred to as “β-crescent” formed around the L-disallowed glycyl, which prevents β-sheet aggregation by disrupting the alternating pattern of β-pleats. The L-disallowed conformation of glycyls also holds predictive power to infer the pathogenic missense variants. Altogether, our observations highlight that the L-disallowed conformation of glycyls is selected to facilitate native folding and prevent inter-molecular aggregations. The findings may also have implications for designing more stable proteins and prioritizing the genetic lesions implicated in diseases.

Keywords: Ramachandran plot, β-sheet, protein stability, protein aggregation

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10 Vibration Analysis of a Solar Powered UAV

Authors: Kevin Anderson, Sukhwinder Singh Sandhu, Nouh Anies, Shilpa Ravichandra, Steven Dobbs, Donald Edberg

Abstract:

This paper presents the results of a Finite Element based vibration analysis of a solar powered Unmanned Aerial Vehicle (UAV). The purpose of this paper was to quantify the free vibration, forced vibration response due to differing point inputs in order to mimic the vibration induced by actuators (magnet in coil generators) used to aid in the flight of the UAV. A Fluid-Structure Interaction (FSI) study was performed in order to ascertain pertinent deigns stresses and deflections as well as aerodynamic parameters of the UAV airfoil. The 10 ft span airfoil is modeled using Mylar as the primary material. Results show that the free mode in bending is 4.8 Hz while the first forced bending mode is in the range of 16.2 to 16.7 Hz depending on the location of excitation. The free torsional bending mode is 28.3 Hz, and the first forced torsional mode is in the range of 26.4 to 27.8 Hz, depending on the location of excitation. The FSI results predict the coefficients of aerodynamic drag and lift of 0.0052 and 0.077, respectively, which matches hand-calculations used to validate the Finite Element based results. FSI based maximum von Mises stresses and deflections were found to be 0.282 MPa and 3.4 mm, respectively. Dynamic pressures on the airfoil range of 1.04 to 1.23 kPa corresponding to velocity magnitudes in the range of 22 to 66 m/s.

Keywords: ANSYS, finite element, FSI, UAV, vibrations

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9 Evaluation of High Temperature Wear Performance of as Cladded and Tig Re-Melting Stellite 6 Cladded Overlay on Aisi-304L Using SMAW Process

Authors: Manjit Singha, Sandeep Singh Sandhu, A. S. Shahi

Abstract:

Stellite 6 is cobalt based superalloy used for protective coatings. It is used to improve the wear performance of stainless steel engineering components subjected to harsh environmental conditions. This paper reports the high temperature wear analysis of satellite 6 cladded on AISI 304 L substrate using SMAW process. Bead on plate experiment was carried out by varying current and electrode manipulation techniques to optimize the dilution and hardness. 80 Amp current and weaving technique was found to be the optimum set of parameters for overlaying which were further used for multipass multilayer cladding on two plates of AISI 304 L substrate. On the first plate, seven layers seven passes of stellite 6 was overlaid which was used in as cladded form and the second plate was overlaid with five layers five passes of satellite 6 with further TIG remelting. The wear performance was examined for normal temperature environmental condition and harsh temperature environmental condition. The satellite 6 coating with TIG remelting was found to be better in both the conditions even with lesser metal deposition due to its finer grain structure.

Keywords: surfacing, stellite 6, dilution, overlay, SMAW, high-temperature frictional wear, micro-structure, micro-hardness

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8 Profiling on the Holistic Identity of Malaysian Gifted Learners

Authors: Rorlinda Yusof, Siti Aishah Hassan, Afifah Mohamad Radzi, Mohd Hakimie Zainal Abidin, Amran Rasli, Inderbir Sandhu

Abstract:

The purpose of this study is to examine the self-identities of gifted and talented students and the relationship between self-identity and academic accomplishment. A random sample of 300 students enrolled in a secondary education programme at the Pusat GENIUS@pintar Negara was chosen as respondents of a 151-item holistic-identity component development tool. The validity of the instrument was assessed using Principal Components Analysis and Factor Analysis via an inter-Item Correlation Matrix (Loading values 0.44 to 0.86), which resulted in the formation of eight dimensions. The Cronbach's Alpha was calculated to determine the instrument's reliability (the overall result was 0.98). The results showed that students' holistic-identity profiles were relatively high (mean=4.09, standard deviation=0.449). In addition, spiritual identity received the greatest mean score (4.34) out of the eight components of identity investigated, while leadership identity received the lowest mean score (3.88). A conceptual framework for Islamic school leadership is recommended to implement spiritual values without differentiation to harmonize spiritual and intellectual intelligence among all the students. Some benchmarking studies with other centres for gifted and talented students are recommended for further research.

Keywords: holistic self-identity, academic achievement, self-development programme, counselling services, gifted and talented students

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7 Study of Microstructure and Mechanical Properties Obtained by FSW of Similar and Dissimilar Non-Ferrous Alloys Used in Aerospace and Automobile Industry

Authors: Ajay Sidana, Kulbir Singh Sandhu, Balwinder Singh Sidhu

Abstract:

Joining of dissimilar non-ferrous alloys like aluminium and magnesium alloys becomes important in various automobile and aerospace applications due to their low density and good corrosion resistance. Friction Stir Welding (FSW), a solid state joining process, successfully welds difficult to weld similar and dissimilar aluminum and magnesium alloys. Two tool rotation speeds were selected by keeping the transverse speed constant to weld similar and dissimilar alloys. Similar(Al to Al) and Dissimilar(Al to Mg) weld joints were obtained by FSW. SEM scans revealed that higher tool rotation fragments the coarse grains of base material into fine grains in the weld zone. Also, there are less welding defects in weld joints obtained with higher tool rotation speed. The material of dissimilar alloys was mixed with each other forming recrystallised new intermetallics. There was decrease in hardness of similar weld joint however there is significant increase in hardness of weld zone in case of dissimilar weld joints due to stirring action of tool and formation of inter metallics. Tensile tests revealed that there was decrease in percentage elongation in both similar and dissimilar weld joints.

Keywords: aluminum alloys, magnesium alloys, friction stir welding, microstructure, mechanical properties

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6 A Learning Package on Medical Cannabis for Nurses

Authors: Kulveer Sandhu

Abstract:

Background: In 1999, the Government of Canada legalized the use of cannabis for the therapeutic purpose (CTP); however, its users remain highly vulnerable to stigma and are judged by care providers and nonusers of cannabis. Findings from a literature review suggest health care providers (HCPs), including nurses in palliative care settings, lack knowledge about medical cannabis. For this reason, it is important to enhance HCPs’awarenessand knowledge of medical cannabis. Significance of the Project: Nurses are the first point of contact and spend more time with patients than other care providers; it is, therefore, important for them to be informed about CTPto provide quality and equitable care for medical cannabis users. Although nurses and other HCPs want information on CTP, the topic is rarely included in their educational curriculum. The purpose of this project is to create an evidence informed Package designed to increase knowledge among palliative care nurses about CTP. The information package will empower palliative nurses to help palliative patients make informed decisions about their treatment plan. Method: The information package will include a basic overview of the endocannabinoid system, common cannabis plants and products, and methods of consumption, as well as information to help nurses better understand consumption and harm reduction. The package will also include a set of cannabis fact sheets for nurses. Each fact sheet will comprise a high-level overview with graphics followed by a description of medical cannabis with links and references. At the end of the learning package, there are five self-reflection questions that allow nurses to examine their personal values, attitudes, and practices regarding medical cannabis. These questions will help each nurse understand their personal approach towards CTP and its users.

Keywords: medical cannabis, improve knowledge, cannabis for therapeutic purpose (CTP), patient experience, palliative care

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5 A QoS Aware Cluster Based Routing Algorithm for Wireless Mesh Network Using LZW Lossless Compression

Authors: J. S. Saini, P. P. K. Sandhu

Abstract:

The multi-hop nature of Wireless Mesh Networks and the hasty progression of throughput demands results in multi- channels and multi-radios structures in mesh networks, but the main problem of co-channels interference reduces the total throughput, specifically in multi-hop networks. Quality of Service mentions a vast collection of networking technologies and techniques that guarantee the ability of a network to make available desired services with predictable results. Quality of Service (QoS) can be directed at a network interface, towards a specific server or router's performance, or in specific applications. Due to interference among various transmissions, the QoS routing in multi-hop wireless networks is formidable task. In case of multi-channel wireless network, since two transmissions using the same channel may interfere with each other. This paper has considered the Destination Sequenced Distance Vector (DSDV) routing protocol to locate the secure and optimised path. The proposed technique also utilizes the Lempel–Ziv–Welch (LZW) based lossless data compression and intra cluster data aggregation to enhance the communication between the source and the destination. The use of clustering has the ability to aggregate the multiple packets and locates a single route using the clusters to improve the intra cluster data aggregation. The use of the LZW based lossless data compression has ability to reduce the data packet size and hence it will consume less energy, thus increasing the network QoS. The MATLAB tool has been used to evaluate the effectiveness of the projected technique. The comparative analysis has shown that the proposed technique outperforms over the existing techniques.

Keywords: WMNS, QOS, flooding, collision avoidance, LZW, congestion control

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4 Hyper-Immunoglobulin E (Hyper-Ige) Syndrome In Skin Of Color: A Retrospective Single-Centre Observational Study

Authors: Rohit Kothari, Muneer Mohamed, Vivekanandh K., Sunmeet Sandhu, Preema Sinha, Anuj Bhatnagar

Abstract:

Introduction: Hyper-IgE syndrome is a rare primary immunodeficiency syndrome characterised by triad of severe atopic dermatitis, recurrent pulmonary infections, and recurrent staphylococcal skin infections. The diagnosis requires a high degree of suspicion, typical clinical features, and not mere rise in serum-IgE levels, which may be seen in multiple conditions. Genetic studies are not always possible in a resource poor setting. This study highlights various presentations of Hyper-IgE syndrome in skin of color children. Case-series: Our study had six children of Hyper-IgE syndrome aged twomonths to tenyears. All had onset in first ten months of life except one with a late-onset at two years. All had recurrent eczematoid rash, which responded poorly to conventional treatment, secondary infection, multiple episodes of hospitalisation for pulmonary infection, and raised serum IgE levels. One case had occasional vesicles, bullae, and crusted plaques over both the extremities. Genetic study was possible in only one of them who was found to have pathogenic homozygous deletions of exon-15 to 18 in DOCK8 gene following which he underwent bone marrow transplant (BMT), however, succumbed to lower respiratory tract infection two months after BMT and rest of them received multiple courses of antibiotics, oral/ topical steroids, and cyclosporine intermittently with variable response. Discussion: Our study highlights various characteristics, presentation, and management of this rare syndrome in children. Knowledge of these manifestations in skin of color will facilitate early identification and contribute to optimal care of the patients as representative data on the same is limited in literature.

Keywords: absolute eosinophil count, atopic dermatitis, eczematous rash, hyper-immunoglobulin E syndrome, pulmonary infection, serum IgE, skin of color

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3 Room Temperature Sensitive Broadband Terahertz Photo Response Using Platinum Telluride Based Devices

Authors: Alka Jakhar, Harmanpreet Kaur Sandhu, Samaresh Das

Abstract:

The Terahertz (THz) technology-based devices are heightening at an alarming rate on account of the wide range of applications in imaging, security, communication, and spectroscopic field. The various available room operational THz detectors, including Golay cell, pyroelectric detector, field-effect transistors, and photoconductive antennas, have some limitations such as narrow-band response, slow response speed, transit time limits, and complex fabrication process. There is an urgent demand to explore new materials and device structures to accomplish efficient THz detection systems. Recently, TMDs including topological semimetals and topological insulators such as PtSe₂, MoTe₂, WSe₂, and PtTe₂ provide novel feasibility for photonic and optical devices. The peculiar properties of these materials, such as Dirac cone, fermions presence, nonlinear optical response, high conductivity, and ambient stability, make them worthy for the development of the THz devices. Here, the platinum telluride (PtTe₂) based devices have been demonstrated for THz detection in the frequency range of 0.1-1 THz. The PtTe₂ is synthesized by direct selenization of the sputtered platinum film on the high-resistivity silicon substrate by using the chemical vapor deposition (CVD) method. The Raman spectra, XRD, and XPS spectra confirm the formation of the thin PtTe₂ film. The PtTe₂ channel length is 5µm and it is connected with a bow-tie antenna for strong THz electric field confinement in the channel. The characterization of the devices has been carried out in a wide frequency range from 0.1-1 THz. The induced THz photocurrent is measured by using lock-in-amplifier after preamplifier. The maximum responsivity is achieved up to 1 A/W under self-biased mode. Further, this responsivity has been increased by applying biasing voltage. This photo response corresponds to low energy THz photons is mainly due to the photo galvanic effect in PtTe₂. The DC current is induced along the PtTe₂ channel, which is directly proportional to the amplitude of the incident THz electric field. Thus, these new topological semimetal materials provide new pathways for sensitive detection and sensing applications in the THz domain.

Keywords: terahertz, detector, responsivity, topological-semimetals

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2 Outpatient Pelvic Nerve and Muscle Treatment Reduces Pain and Improves Functionality for Patients with Chronic Pelvic Pain and Erectile Dysfunction

Authors: Allyson Augusta Shrikhande, Alexa Rains, Tayyaba Ahmed, Marjorie Mamsaang, Rakhi Vyas, Janaki Natarajan, Erika Moody, Christian Reutter, Kimberlee Leishear, Yogita Tailor, Sandra Sandhu-Restaino, Lora Liu, Neha James, Rosemarie Filart

Abstract:

Characterized by consistent difficulty getting and keeping an erection firm enough for intercourse, Erectile Dysfunction may affect up to 15% of adult men. Although awareness and access to treatment have improved in recent years, many patients do not actively seek diagnosis or treatment due to the stigma surrounding this condition. Patients who do seek treatment are often dissatisfied by the efficacy of the medication. The condition inhibits patients’ quality of life by worsening mental health and relationships. The purpose of this study was to test the effectiveness of an outpatient neuromuscular treatment protocol in treating the symptoms of Chronic Pelvic Pain and Erectile Dysfunction, improving pain and function. 56 patients ages 20-79 presented to an outpatient clinic for treatment of pelvic pain and Erectile Dysfunction symptoms. These symptoms had persisted for an average of 4 years. All patients underwent external ultrasound-guided hydro-dissection technique targeted at pelvic peripheral nerves in combination with pelvic floor musculature trigger-point injections. To measure the effects of this treatment, a five question Erectile Dysfunction questionnaire was completed by each patient at their first visit to a clinic and three months after treatment began. Answers were summed for a total score of 5-25, with a higher score indicating optimal function. The average score before treatment was 14.125 (SD 5.411) (a=0.05; CI 12.708-15.542), which increased by 18% to an average of 16.625 (SD 6.423) (a=0.05; CI 14.943-18.307) after treatment (P=0.0004). Secondary outcome variables included a Visual Analogue Scale (VAS) to measure pelvic pain intensity and the Functional Pelvic Pain Scale (FPPS) to measure function across multiple areas. VAS scores reduced by 51% after three months. Before treatment, the mean VAS score was 5.87, and the posttreatment mean VAS score was 2.89. Pelvic pain functionality improved by 34% after three months. Pretreatment FPPS scores averaged at 7.48, decreasing to 4.91 after treatment. These results indicate that this unique treatment was very effective at relieving pain and increasing function for patients with Erectile Dysfunction.

Keywords: chronic pelvic pain, erectile dysfunction, nonsurgical, outpatient, trigger point injections

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1 CSR Communication Strategies: Stakeholder and Institutional Theories Perspective

Authors: Stephanie Gracelyn Rahaman, Chew Yin Teng, Manjit Singh Sandhu

Abstract:

Corporate scandals have made stakeholders apprehensive of large companies and expect greater transparency in CSR matters. However, companies find it challenging to strategically communicate CSR to intended stakeholders and in the process may fall short on maximizing on CSR efforts. Given that stakeholders have the ability to either reward good companies or take legal action or boycott against corporate brands who do not act socially responsible, companies must create shared understanding of their CSR activities. As a result, communication has become a strategy for many companies to demonstrate CSR engagement and to minimize stakeholder skepticism. The main objective of this research is to examine the types of CSR communication strategies and predictors that guide CSR communication strategies. Employing Morsing & Schultz’s guide on CSR communication strategies, the study integrates stakeholder and institutional theory to develop a conceptual framework. The conceptual framework hypothesized that stakeholder (instrumental and normative) and institutional (regulatory environment, nature of business, mimetic intention, CSR focus and corporate objectives) dimensions would drive CSR communication strategies. Preliminary findings from semi-structured interviews in Malaysia are consistent with the conceptual model in that stakeholder and institutional expectations guide CSR communication strategies. Findings show that most companies use two-way communication strategies. Companies that identified employees, the public or customers as key stakeholders have started to embrace social media to be in-sync with new trends of communication. This is especially with the Gen Y which is their priority. Some companies creatively use multiple communication channels because they recognize different stakeholders favor different communication channels. Therefore, it appears that companies use two-way communication strategies to complement the perceived limitation of one-way communication strategies as some companies prefer a more interactive platform to strategically engage stakeholders in CSR communication. In addition to stakeholders, institutional expectations also play a vital role in influencing CSR communication. Due to industry peer pressures, corporate objectives (attract international investors and customers), companies may be more driven to excel in social performance. For these reasons companies tend to go beyond the basic mandatory requirement, excel in CSR activities and be known as companies that champion CSR. In conclusion, companies use more two-way than one-way communication and companies use a combination of one and two-way communication to target different stakeholders resulting from stakeholder and institutional dimensions. Finally, in order to find out if the conceptual framework actually fits the Malaysian context, companies’ responses for expected organizational outcomes from communicating CSR were gathered from the interview transcripts. Thereafter, findings are presented to show some of the key organizational outcomes (visibility and brand recognition, portray responsible image, attract prospective employees, positive word-of-mouth, etc.) that companies in Malaysia expect from CSR communication. Based on these findings the conceptual framework has been refined to show the new identified organizational outcomes.

Keywords: CSR communication, CSR communication strategies, stakeholder theory, institutional theory, conceptual framework, Malaysia

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