Search results for: research paper bookmarking

Authors: E. Platzer

Abstract:

This paper introduces a framework that aims to support the design and development of mobile services. The traditional innovation process and its supporting instruments in form of creativity tools, acceptance research and user-generated content analysis are screened for potentials for improvement. The result is a reshaped innovation process where acceptance research and usergenerated content analysis are fully integrated within a creativity tool. Advantages of this method are the enhancement of design relevant information for developers and designers and the possibility to forecast market success.

Keywords: design support, innovation support, technology acceptance, user-generated content analysis.

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Authors: Kashif Laeeq, Zubair A. Shaikh

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The paradigm of education is drastically changing from conventional to e-learning model. Due to ease of learning with various other benefits, several educational institutions are adopting the e-learning models. Some institutions are still willing to transform their educational system on to e-learning, but due to limited resources, they are still compromising on the old traditional system. The cloud computing could be one of the best solutions to overcome this problem by providing hardware, software, and infrastructure resources with cost efficient manner. The adoption of cloud computing in education will bring revolution in this paradigm. This paper introduces various positive features of e-learning and presents a way how cloud computing technology can be provisioned e-learning model. This paper also investigates the numerous challenges and opportunities that would be observed in cloud computing adoption in e-learning domain. The concept and knowledge present in this paper may create a new direction of research in the domain of cloud-based e-learning.

Keywords: Cloud-based e-learning, e-learning, cloud computing application, smart learning.

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Authors: S. Z. Sarwar, N. Ehsan , I, Mirza, J. L. Piracha, M. Azeem, A. Ishaque

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The public sector losses are the major cause of stagnant growth of Pakistan. Public sector automotive manufacturing industry is one of the major contributors of these losses. This research has been carried out in order to identify the major barriers of productivity of this industry and suggest measures for improvement. This qualitative and quantitative research consisted of informal interviews, discussions augmented by closed ended questionnaire. Three major manufacturing units were chosen for this research and responses from 103 employees were collected. It was found out in this research that numerous productivity flaws exist in the system which requires immediate attention. Besides highlighting flaws this research also suggests corrective actions and areas for future research to overcome these problems.

Keywords: Automotive manufacturing industry, barriers ofproductivity, Public sector losses.

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Authors: Jes Søndergaard, Torben Tambo, Christian Koch

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It is not a secret that, IT management has become more and more and integrated part of almost all organizations. IT managers posses an enormous amount of knowledge within both organizational knowledge and general IT knowledge. This article investigates how IT managers keep themselves updated on IT knowledge in general and looks into how much time IT managers spend on weekly basis searching the net for new or problem solving IT knowledge. The theory used in this paper is used to investigate the current role of IT managers and what issues they are facing. Furthermore a research is conducted where 7 IT managers in medium sized and large Danish companies are interviewed to add further focus on the role of the IT manager and to focus on how they keep themselves updated. Beside finding substantial need for more research, IT managers – generalists or specialists – only have limited knowledge resources at hand in updating their own knowledge – leaving much initiative to vendors.

Keywords: CIO, information Technology, Knowledge, Management, Organization

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Authors: Wat Ploysri

Abstract:

The objectives of this research are to produce prototype coconut oil based solvent offset printing inks and to analyze a basic quality of printing work derived from coconut oil based solvent offset printing inks, by mean of bringing coconut oil for producing varnish and bringing such varnish to produce black offset printing inks. Then, analysis of qualities i.e. CIELAB value, density value, and dot gain value of printing work from coconut oil based solvent offset printing inks which printed on gloss-coated woodfree paper weighs 130 grams were done. The research result of coconut oil based solvent offset printing inks indicated that the suitable varnish formulation is using 51% of coconut oil, 36% of phenolic resin, and 14% of solvent oil 14%, while the result of producing black offset ink displayed that the suitable formula of printing ink is using varnish mixed with 20% of coconut oil, and the analyzing printing work of coconut oil based solvent offset printing inks which printed on paper, the results were as follows: CIELAB value of black offset printing ink is at L* = 31.90, a* = 0.27, and b* = 1.86, density value is at 1.27 and dot gain value was high at mid tone area of image area.

Keywords: Offset Printing, Coconut Oil, Printing Ink, Printing Quality.

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Authors: Mohd Fikri Azli bin Abdullah, Ali Fahmi Perwira Negara, Md. Shohel Sayeed, Deok-Jai Choi, Kalaiarasi Sonai Muthu

Abstract:

Rapid advancement in computing technology brings computers and humans to be seamlessly integrated in future. The emergence of smartphone has driven computing era towards ubiquitous and pervasive computing. Recognizing human activity has garnered a lot of interest and has raised significant researches- concerns in identifying contextual information useful to human activity recognition. Not only unobtrusive to users in daily life, smartphone has embedded built-in sensors that capable to sense contextual information of its users supported with wide range capability of network connections. In this paper, we will discuss the classification algorithms used in smartphone-based human activity. Existing technologies pertaining to smartphone-based researches in human activity recognition will be highlighted and discussed. Our paper will also present our findings and opinions to formulate improvement ideas in current researches- trends. Understanding research trends will enable researchers to have clearer research direction and common vision on latest smartphone-based human activity recognition area.

Keywords: Classification algorithms, Human Activity Recognition (HAR), Smartphones

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Authors: Mpho A. Mbeo, Patient Rambe

Abstract:

The 13th year of the Central University of Technology, Free State’s (CUT) transition from a vocational and professional training orientation institution (i.e. a technikon) into a university with a strong research focus has neither been a smooth nor an easy one. At the heart of this transition was the need to transform the psychological faculties of academic and research staffs compliment who were accustomed to training graduates for industrial placement. The lack of a research culture that fully embraces the strong solid ethos of conducting cutting-edge research needs to be addressed. The induction and socialisation of academic staff into the development and execution of cutting-edge research also required the provision of research support and the creation of a conducive academic environment for research, both for emerging and non-research active academics. Drawing on ten cases, consisting of four heads of departments, three seasoned researchers, and three novice researchers, this study explores the challenges faced in establishing a strong research culture at the university. Furthermore, it gives an account of the extent to which the current research interventions have addressed the perceivably “missing research culture”, and the implications of these interventions for knowledge management. Evidence suggests that the capability of an ideal institutional research environment, consisting of mentorship of novice researchers by seasoned researchers, balanced effort into teaching and research responsibilities, should be supported by strong research-oriented leadership. Furthermore, recruitment of research passionate staff, adoption of a salary structure that encourages the retention of excellent scholars should be matched by a coherent research incentive culture to growth research publication outputs. This is critical for building new knowledge and entrenching knowledge management founded on communities of practice and scholarly networking through the documentation and communication of research findings. The study concludes that the multiple policy documents set for the different domains of research may be creating pressure on researchers to engage research activities and increase output at the expense of research quality.

Keywords: Central University of Technology, performance, publication, research culture, university.

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Authors: Yogesh Gupta, Ashish Saini, A.K. Saxena

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Information retrieval has become an important field of study and research under computer science due to explosive growth of information available in the form of full text, hypertext, administrative text, directory, numeric or bibliographic text. The research work is going on various aspects of information retrieval systems so as to improve its efficiency and reliability. This paper presents a comprehensive study, which discusses not only emergence and evolution of information retrieval but also includes different information retrieval models and some important aspects such as document representation, similarity measure and query expansion.

Keywords: Information Retrieval, query expansion, similarity measure, query expansion, vector space model.

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Authors: Patrick B. Cobbinah, Rosemary Black, Rik Thwaites

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Globally, issues of sustainable development have become the fulcrum around which current international discourse revolves. Many governments in both the developed and the developing countries are focusing on strategies to achieve sustainable growth. Tourism has been identified as a major sector in safeguarding a sustainable future. However, research has shown that tourism if not properly managed can be detrimental. This paper posits tourism in the sustainable development discourse, exploring how the historical evolution of tourism and issues of sustainability have informed the state of tourism activities in the developing countries. Using secondary data analysis, the paper reveals that current conceptual explanations of tourism are linked to sustainable development. However, tourism activities in developing countries are usually driven by profit without adequate consideration for environmental and social factors. The paper raises two questions and further recommends that tourism activities should be informed by sustainable development principles.

Keywords: Developing countries, mass tourism, sustainable development, sustainable tourism.

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Authors: Frantisek Jezek, Jan Sedlacek

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This paper is concerned with the role strategic management plays in higher education and the methods it entails. Using the University of West Bohemia and the Czech Republic as examples, the paper describes the methods used in furthering strategic objectives within institutions and their different parts (faculties, institutes). The nature of the demands faced by the university dictates the need for a strategic framework which defines the basic objectives and parameters of tertiary education and research in a local, regional and national context. Sharing strategies with a wider range of actors (universities, cities, regions, the practical sphere) is key to laying the foundations for more efficient cooperation.

Keywords: Strategy, strategic plan, university, university environment.

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Authors: Yang Chengmei

Abstract:

In this paper, taking Chinese Nanjing Metro ALSTOM vehicle synthesis brake as an example, the subway with synthetic brake shoe formula components of final product performance, has done a lot of research and performance test, final is drawn with hybrid fiber as reinforcing material, modified phenolic resin as matrix material, and then filling friction modifier performance, by the hot pressing process made a new type of domestic subway brake shoe. The product of the test performance indicators that can replace the similar foreign products.

Keywords: Metro, synthetic brake shoe, component analysis, formula research.

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Authors: Jiri Barta

Abstract:

This paper deals with a simulation programs and technologies using in the educational process for members of the crisis management. Risk analysis, simulation, preparation and planning are among the main activities of workers of crisis management. Made correctly simulation of emergency defines the extent of the danger. On this basis, it is possible to effectively prepare and plan measures to minimize damage. The paper is focused on simulation programs that are trained at the University of Defence. Implementation of the outputs from simulation programs in decision-making processes of crisis staffs is one of the main tasks of the research project.

Keywords: Crisis Management, Continuity, Critical Infrastructure, Dangerous substance, Education, Flood, Simulation Programs.

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Authors: Xun Ge, Jinjin Li, Ying Ge

Abstract:

Adopting Zakowski-s upper approximation operator C and lower approximation operator C, this paper investigates granularity-wise separations in covering approximation spaces. Some characterizations of granularity-wise separations are obtained by means of Pawlak rough sets and some relations among granularitywise separations are established, which makes it possible to research covering approximation spaces by logical methods and mathematical methods in computer science. Results of this paper give further applications of Pawlak rough set theory in pattern recognition and artificial intelligence.

Keywords: Rough set, covering approximation space, granularitywise separation.

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Authors: Hanmin Jung, Mikyoung Lee, Won-kyung Sung

Abstract:

Academic research information service is a must for surveying previous studies in research and development process. OntoFrame is an academic research information service under Semantic Web framework different from simple keyword-based services such as CiteSeer and Google Scholar. The first purpose of this study is for revealing user behavior in their surveys, the objects of using academic research information services, and their needs. The second is for applying lessons learned from the results to OntoFrame.

Keywords: User Behavior, Usability Evaluation, OntoFrame, CiteSeer, Google Scholar, Academic Research Information Service.

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Authors: Gehad S. Kaseb, Mona F. Ahmed

Abstract:

Arabic Sentiment Analysis (SA) is one of the most common research fields with many open areas. This paper proposes different pre-processing steps and a modified methodology to improve the accuracy using normal Support Vector Machine (SVM) classification. The paper works on two datasets, Arabic Sentiment Tweets Dataset (ASTD) and Extended Arabic Tweets Sentiment Dataset (Extended-ATSD), which are publicly available for academic use. The results show that the classification accuracy approaches 86%.

Keywords: Arabic, hybrid classification, sentiment analysis, tweets.

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Authors: Kari Huhtala, Iiro Jussila

Abstract:

The supervisory board is assumed to use power in the governance of a firm, but the actual use of power has been scantly investigated. The research question of the paper is “How does the supervisory board use power in the selection of the board of directors”. The data stem from 11 large Finnish agricultural cooperatives. The research approach was qualitative including semi-structured interviews of the board of directors and supervisory board chairpersons. The results were analyzed and interpreted against theories of social power. As a result, the use of power is approached from two perspectives: (1) formal position-based authority and (2) informal power. Central elements of power were the mandate of the supervisory board, the role of the supervisory board, the supervisory board chair, the nomination committee, collaboration between the supervisory board and the board of directors, the role of regions and the role of the board of directors. The study contributes to the academic discussion on corporate governance in cooperatives and on the supervisory board in the context of the two-tier model. Additional research of the model in other countries and of other types of cooperatives would further academic understanding of supervisory boards.

Keywords: Board, cooperative, supervisory board, selection, director, power.

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Authors: Maryam Jamela Ismail, Rosdiazli Ibrahim, Idris Ismail

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In the oil and gas industry, energy prediction can help the distributor and customer to forecast the outgoing and incoming gas through the pipeline. It will also help to eliminate any uncertainties in gas metering for billing purposes. The objective of this paper is to develop Neural Network Model for energy consumption and analyze the performance model. This paper provides a comprehensive review on published research on the energy consumption prediction which focuses on structures and the parameters used in developing Neural Network models. This paper is then focused on the parameter selection of the neural network prediction model development for energy consumption and analysis on the result. The most reliable model that gives the most accurate result is proposed for the prediction. The result shows that the proposed neural network energy prediction model is able to demonstrate an adequate performance with least Root Mean Square Error.

Keywords: Energy Prediction, Multilayer Feedforward, Levenberg-Marquardt, Root Mean Square Error (RMSE)

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Authors: Dina Tamazin, Nicoleta Tipi, Sahar Validi

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The oil refining industry plays vital role in the world economy. Oil refining companies operate in a more complex and dynamic environment than ever before. In addition, oil refining companies and the public are becoming more conscious of crude oil scarcity and climate changes. Hence, sustainability in the oil refining industry is becoming increasingly critical to the industry's long-term viability and to the environmental sustainability. Mainly, it is relevant to the measurement and evaluation of the company's sustainable performance to support the company in understanding their performance and its implication more objectively and establishing sustainability development plans. Consequently, the oil refining companies attempt to re-engineer their supply chain to meet the sustainable goals and standards. On the other hand, this research realized that previous research in oil refining sustainable supply chain performance measurements reveals that there is a lack of studies that consider the integration of sustainability in the supply chain performance measurement practices in the oil refining industry. Therefore, there is a need for research that provides performance guidance, which can be used to measure sustainability and assist in setting sustainable goals for oil refining supply chains. Accordingly, this paper aims to present a comprehensive oil refining sustainable supply chain performance measurement theoretical framework. In development of this theoretical framework, the main characteristics of oil refining industry have been identified. For this purpose, a thorough review of relevant literature on performance measurement models and sustainable supply chain performance measurement models has been conducted. The comprehensive oil refining sustainable supply chain performance measurement theoretical framework introduced in this paper aims to assist oil refining companies in measuring and evaluating their performance from a sustainability aspect to achieve sustainable operational excellence.

Keywords: Oil refining industry, oil refining sustainable supply chain performance measurements, performance measurements, sustainability.

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Authors: O. Vlcek

Abstract:

The paper deals with current issues in research of advanced methods to increase reliability of traditional timber structural elements. It analyses the issue of strengthening of bent timber beams, such as ceiling beams in old (historical) buildings with additional concrete slab in combination with externally bonded fibre - reinforced polymer. The paper describes experimental testing of composite timber-concrete beam with FRP reinforcement and compares results with FEM analysis.

Keywords: Timber-concrete composite, strengthening, fibre-reinforced polymer, experimental analysis.

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Authors: Jiri Barta, Jiri F. Urbanek

Abstract:

This paper deals with a protection of the national and European infrastructure. It is issue nowadays. The paper deals with the perspectives and possibilities of "smart solutions" to critical infrastructure protection. The research project deals with computers aided technologies are used from the perspective of new, better protection of selected infrastructure objects. Protection is focused on communication and information channels. These communication and information channels are very important for the functioning of the system of protection of critical infrastructure elements.

Keywords: Interoperability, Communication systems, Controlling Process, Critical Infrastructure, Crisis Workplaces. Continuity.

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Authors: Mohammed Salahat, Steve Wade

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This paper presents an application of a “Systematic Soft Domain Driven Design Framework” as a soft systems approach to domain-driven design of information systems development. The framework use SSM as a guiding methodology within which we have embedded a sequence of design tasks based on the UML leading to the implementation of a software system using the Naked Objects framework. This framework have been used in action research projects that have involved the investigation and modelling of business processes using object-oriented domain models and the implementation of software systems based on those domain models. Within this framework, Soft Systems Methodology (SSM) is used as a guiding methodology to explore the problem situation and to develop the domain model using UML for the given business domain. The framework is proposed and evaluated in our previous works, and a real case study “Information Retrieval System for academic research” is used, in this paper, to show further practice and evaluation of the framework in different business domain. We argue that there are advantages from combining and using techniques from different methodologies in this way for business domain modelling. The framework is overviewed and justified as multimethodology using Mingers multimethodology ideas.

Keywords: SSM, UML, domain-driven design, soft domaindriven design, naked objects, soft language, information retrieval, multimethodology.

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Authors: Haoyi Sheng

Abstract:

China's aging tendency is becoming increasingly severe, which leads to the embarrassing situation of "getting old before getting wealthy". The traditional pension model does not comply with the need of today. Relying on "Internet Plus", it can efficiently integrate information and resources and meet the personalized needs of elderly care. It can reduce the operating cost of community elderly care facilities and lay a technical foundation for providing better services for the elderly. The key for providing help for the elderly in the future is to effectively integrate technology, make good use of technology, and improve the efficiency of elderly care services. The effective integration of traditional home care, community care, intelligent elderly care equipment and medical resources to create the "Internet Plus" community intelligent pension service mode has become the future development trend of aging care. The research method of this paper is to collect literature and conduct theoretical research on community pension firstly. Secondly, the combination of suitable aging design and "Internet Plus" is elaborated through research. Finally, this paper states the current level of intelligent technology in old-age care and looks into the future by understanding multiple levels of "Internet Plus". The development of community intelligent pension mode and content under "Internet Plus" has enormous development potential. In addition to the characteristics and functions of ordinary houses, residential design of endowment housing has higher requirements for comfort and personalization, and the people-oriented is the principle of design.

Keywords: Ageing tendency, "Internet plus", community intelligent elderly care, elderly care service model, technology.

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Authors: Osamah A. Alsayegh

Abstract:

This paper contributes to the literature by updating the analysis of the impact of the recent oil prices fall on the renewable energy (RE) industry and deployment. The research analysis uses the Renewable Energy Industrial Index (RENIXX), which tracks the world’s 30 largest publicly traded companies and oil prices daily data from January 2003 to March 2016. RENIXX represents RE industries developing solar, wind, geothermal, bioenergy, hydropower and fuel cells technologies. This paper tests the hypothesis that claims high oil prices encourage the substitution of alternate energy sources for conventional energy sources. Furthermore, it discusses RENIXX performance behavior with respect to the governments’ policies factor that investors should take into account. Moreover, the paper proposes a theoretical model that relates RE industry progress with oil prices and policies through the fuzzy logic system.

Keywords: Fuzzy logic, investment, policy, stock exchange index.

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Authors: Theodore H. Kaskalis

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One of the main research methods in humanistic studies is the collection and process of data through questionnaires. This paper reports our experiences of localizing and adapting the phpESP package of electronic surveys, which led to a friendly on-line questionnaire environment offered through our department web site. After presenting the characteristics of this environment, we identify the expected benefits and present a questionnaire carried out through both the traditional and electronic way. We present the respondents' feedback and then we report the researchers' opinions.Finally, we propose ideas we intend to implement in order to further assist and enhance the research based on this web accessed,electronic questionnaire environment.

Keywords: Electronic questionnaires, Computer assisted webinterviewing, Survey data collection, Survey data visualization.

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Authors: Vishal Naranje, Shailendra Kumar

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Metal stamping die design is a complex, experiencebased and time-consuming task. Various artificial intelligence (AI) techniques are being used by worldwide researchers for stamping die design to reduce complexity, dependence on human expertise and time taken in design process as well as to improve design efficiency. In this paper a comprehensive review of applications of AI techniques in manufacturability evaluation of sheet metal parts, die design and process planning of metal stamping die is presented. Further the salient features of major research work published in the area of metal stamping are presented in tabular form and scope of future research work is identified.

Keywords: Artificial Intelligence, Die design, ManufacturabilityEvaluation, Metal Stamping Die.

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Authors: C. Ardil

Abstract:

In this paper, we introduce an e-collaborative learning circles methodology which utilizes the information and communication technologies (ICTs) in e-educational processes. In e-collaborative learning circles methodology, the teachers and students announce their research projects on various mailing lists and discussion boards using available ICTs. The teachers & moderators and students who are already members of the e-forums, discuss the project proposals in their classrooms sent out by the potential global partner schools and return the requested feed back to the proposing school(s) about their level of the participation and contribution in the research. In general, an e-collaborative learning circle project is implemented with a small and diverse group (usually 8-10 participants) from around the world. The students meet regularly over a period of weeks/months through the ICTs during the ecollaborative learning process. When the project is completed, a project product (e-book / DVD) is prepared and sent to the circle members. In this research, when taking into account the interests and motivation of the participating students with the facilitating role of the teacher(s), the students in each circle do research to obtain new data and information, thus enabling them to have the opportunity to meet both different cultures and international understandings across the globe. However, while the participants communicate along with the members in the circle they also practice and develop their communication language skills. Finally, teachers and students find the possibility to develop their skills in using the ICTs as well.

Keywords: Distance Education, Online Learning, Web BasedLearning, Learning Circles, e-Collaborative Learning Circles

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Authors: Carlos F. Liard-Muriente

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The purpose of this paper is to shed light on the controversial subject of tax incentives to promote regional development. Although extensive research has been conducted, a review of the literature gives an inconclusive answer to whether economic incentives are effective. One reason is the fact that for some researchers “effective" means the significant location of new firms in targeted areas, while for others the creation of jobs regardless if new firms are arriving in a significant fashion. We present this dichotomy by analyzing a tax incentive program via both alternatives: location and job creation. The contribution of the paper is to inform policymakers about the potential opportunities and pitfalls when designing incentive strategies. This is particularly relevant, given that both the US and Europe have been promoting incentives as a tool for regional economic development.

Keywords: Employment, Foreign Investment, Tax Incentives.

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Authors: Natalia Moreira, Trevor Wood-Harper

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The acceptance of sustainable products by the final consumer is still one of the challenges of the industry, which constantly seeks alternative approaches to successfully be accepted in the global market. A large set of methods and approaches have been discussed and analysed throughout the literature. Considering the current need for sustainable development and the current pace of consumption, the need for a combined solution towards the development of new products became clear, forcing researchers in product development to propose alternatives to the previous standard product development models. This paper presents, through a systemic analysis of the literature on product development, eco-design and consumer involvement, a set of alternatives regarding consumer involvement towards the development of sustainable products and how these approaches could help improve the sustainable industry’s establishment in the general market. Still being developed in the course of the author’s PhD, the initial findings of the research show that the understanding of the benefits of sustainable behaviour lead to a more conscious acquisition and eventually to the implementation of sustainable change in the consumer. Thus this paper is the initial approach towards the development of new sustainable products using the fashion industry as an example of practical implementation and acceptance by the consumers. By comparing the existing literature and critically analysing it, this paper concluded that the consumer involvement is strategic to improve the general understanding of sustainability and its features. The use of consumers and communities has been studied since the early 90s in order to exemplify uses and to guarantee a fast comprehension. The analysis done also includes the importance of this approach for the increase of innovation and ground breaking developments, thus requiring further research and practical implementation in order to better understand the implications and limitations of this methodology.

Keywords: Consumer involvement, Products development, Sustainability.

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Authors: Syed Iftikhar Hussain Shah, Vasilis Peristeras, Ioannis Magnisalis

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Organizations, including governments, generate (big) data that are high in volume, velocity, veracity, and come from a variety of sources. Public Administrations are using (big) data, implementing base registries, and enforcing data sharing within the entire government to deliver (big) data related integrated services, provision of insights to users, and for good governance. Government (Big) data ecosystem actors represent distinct entities that provide data, consume data, manipulate data to offer paid services, and extend data services like data storage, hosting services to other actors. In this research work, we perform a systematic literature review. The key objectives of this paper are to propose a robust definition of government (big) data ecosystem and a classification of government (big) data ecosystem actors and their roles. We showcase a graphical view of actors, roles, and their relationship in the government (big) data ecosystem. We also discuss our research findings. We did not find too much published research articles about the government (big) data ecosystem, including its definition and classification of actors and their roles. Therefore, we lent ideas for the government (big) data ecosystem from numerous areas that include scientific research data, humanitarian data, open government data, industry data, in the literature.

Keywords: Big data, big data ecosystem, classification of big data actors, big data actors roles, definition of government (big) data ecosystem, data-driven government, eGovernment, gaps in data ecosystems, government (big) data, public administration, systematic literature review.

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Authors: Toni Raurich, Joan Llonch-Andreu

Abstract:

This research focused on the relationship between Search Engine Marketing (SEM) and traditional advertising. The dominant assumption is that SEM does not help brand awareness and only does it in session as if it were the cost of manufacturing the product being sold. The study is methodologically developed using an experiment where the effects were determined to analyze the billboard effect. The research allowed the cross-linking of theoretical and empirical knowledge on digital marketing. This paper has validated that, this marketing generates retention as traditional advertising would by measuring brand awareness and its improvements. This changes the way performance and brand campaigns are distributed within marketing departments, effectively rebalancing budgets moving forward.

Keywords: Search engine marketing, click-through ratios, pay-per-click, marketing attribution.

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