Search results for: Product performance

Authors: P. F. Wong, H. Salleh, F. A. Rahim

Abstract:

The adoption of building information modeling (BIM) is increasing in the construction industry. However, quantity surveyors are slow in adoption compared to other professions due to lack of awareness of the BIM’s potential in their profession. It is still unclear on how BIM application can enhance quantity surveyors’ work performance and project performance. The aim of this research is to identify the capabilities of BIM in quantity surveying practices and examine the relationship between BIM capabilities and project performance. Questionnaire survey and interviews were adopted for data collection. Literature reviews identified there are eleven BIM capabilities in quantity surveying practice. Questionnaire results showed that there are several BIM capabilities significantly correlated with project performance in time, cost and quality aspects and the results were validated through interviews. These findings show that BIM has the capabilities to enhance quantity surveyors’ performances and subsequently improved project performance.

Keywords: Building information modeling (BIM), quantity surveyors, capability, project performance.

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Authors: Hyeong-Geon Lee, Jae-Young Park, Suk-ki Lee, Jong-Tae Kim

Abstract:

The LMS adaptive filter has several parameters which can affect their performance. From among these parameters, most papers handle the step size parameter for controlling the performance. In this paper, we approach three parameters: step-size, filter tap-size and filter form. The regression analysis is used for defining the relation between parameters and performance of LMS adaptive filter with using the system level simulation results. The results present that all parameters have performance trends in each own particular form, which can be estimated from equations drawn by regression analysis.

Keywords: System level model, adaptive LMS FIR filter, regression analysis, systemC.

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Authors: G. Chung, B. Choi

Abstract:

Very few studies have examined performance implications of strategic alliance announcements in the information technologies industry from a resource-based view. Furthermore, none of these studies have investigated resource congruence and alliance motive as potential sources of abnormal firm performance. This paper extends upon current resource-based literature to discover and explore linkages between these concepts and the practical performance of strategic alliances. This study finds that strategic alliance announcements have provided overall abnormal positive returns, and that marketing alliances with marketing resource incongruence have also contributed to significant firm performance.

Keywords: Event study methodology, resource-based theory, resource relatedness, strategic alliance.

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Authors: Hani Shafeek, Muhammed Marsudi

Abstract:

The purpose of this work is examining the multiproduct multi-stage in a battery production line. To improve the performances of an assembly production line by determine the efficiency of each workstation. Data collected from every workstation. The data are throughput rate, number of operator, and number of parts that arrive and leaves during part processing. Data for the number of parts that arrives and leaves are collected at least at the amount of ten samples to make the data is possible to be analyzed by Chi-Squared Goodness Test and queuing theory. Measures of this model served as the comparison with the standard data available in the company. Validation of the task time value resulted by comparing it with the task time value based on the company database. Some performance factors for the multi-product multi-stage in a battery production line in this work are shown. The efficiency in each workstation was also shown. Total production time to produce each part can be determined by adding the total task time in each workstation. To reduce the queuing time and increase the efficiency based on the analysis any probably improvement should be done. One probably action is by increasing the number of operators how manually operate this workstation.

Keywords: Production line, manufacturing, performance measurement, queuing theory.

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Authors: Dina Tamazin, Nicoleta Tipi, Sahar Validi

Abstract:

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: A. Kampker, P. Burggräf, Y. Bäumers

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In order to be competitive, companies have to reduce their production costs while meeting increasing quality requirements. Therefore, companies try to plan their assembly processes as detailed as possible. However, increasing product individualization leading to a higher number of variants, smaller batch sizes and shorter product life cycles raise the question to what extent the effort of detailed planning is still justified. An important approach in this field of research is the concept of determining the economic planning depth for assembly process planning based on production specific influencing factors. In this paper first solution hypotheses as well as a first draft of the resulting method will be presented.

Keywords: Assembly process planning, economic planning depth, planning benefit, planning effort.

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Authors: Brent McKenzie, Victoria Taylor

Abstract:

The use of QR (Quick Response Codes) codes for customer scanning with mobile phones is a rapidly growing trend. The QR code can provide the consumer with product information, user guides, product use, competitive pricing, etc. One sector for QR use has been in retail, through the use of Electronic Shelf Labeling (henceforth, ESL). In Europe, the use of ESL for pricing has been in practice for a number of years but continues to lag in acceptance in North America. Stated concerns include costs as a key constraint, but there is also evidence that consumer acceptance represents a limitation as well. The purpose of this study is to present the findings of a consumer based study to gage the impact on their use in the retail food sector.

Keywords: Electronic shelf labels (ESL), consumer insights, retail food sector.

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Authors: Minghui Wang, Luping Xu, Juntao Zhang

Abstract:

In this paper, according to the classical algorithm LSQR for solving the least-squares problem, an iterative method is proposed for least-squares solution of constrained matrix equation. By using the Kronecker product, the matrix-form LSQR is presented to obtain the like-minimum norm and minimum norm solutions in a constrained matrix set for the symmetric arrowhead matrices. Finally, numerical examples are also given to investigate the performance.

Keywords: Symmetric arrowhead matrix, iterative method, like-minimum norm, minimum norm, Algorithm LSQR.

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Authors: C. Slim

Abstract:

This paper presents an integrated model, which hybridized data envelopment analysis (DEA) and support vector machine (SVM) together, to class countries according to their efficiency and performance. This model takes into account aspects of multi-dimensional indicators, decision-making hierarchy and relativity of measurement. Starting from a set of indicators of performance as exhaustive as possible, a process of successive aggregations has been developed to attain an overall evaluation of a country’s competitiveness.

Keywords: Artificial neural networks, support vector machine, data envelopment analysis, aggregations, indicators of performance.

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Authors: Vijay Kumar Bajpai, Sudhir Kumar Singh

Abstract:

In this study, the performance analyses of the twenty five Coal-Fired Power Plants (CFPPs) used for electricity generation are carried out through various Data Envelopment Analysis (DEA) models. Three efficiency indices are defined and pursued. During the calculation of the operational performance, energy and non-energy variables are used as input, and net electricity produced is used as desired output (Model-1). CO2 emitted to the environment is used as the undesired output (Model-2) in the computation of the pure environmental performance while in Model-3 CO2 emissions is considered as detrimental input in the calculation of operational and environmental performance. Empirical results show that most of the plants are operating in increasing returns to scale region and Mettur plant is efficient one with regards to energy use and environment. The result also indicates that the undesirable output effect is insignificant in the research sample. The present study will provide clues to plant operators towards raising the operational and environmental performance of CFPPs.

Keywords: Coal fired power plants, environmental performance, data envelopment analysis, operational performance.

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Authors: Aarthi Chandramohan, M. V. C. Rao

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This paper presents three new methodologies for the basic operations, which aim at finding new ways of computing union (maximum) and intersection (minimum) membership values by taking into effect the entire membership values in a fuzzy set. The new methodologies are conceptually simple and easy from the application point of view and are illustrated with a variety of problems such as Cartesian product of two fuzzy sets, max –min composition of two fuzzy sets in different product spaces and an application of an inverted pendulum to determine the impact of the new methodologies. The results clearly indicate a difference based on the nature of the fuzzy sets under consideration and hence will be highly useful in quite a few applications where different values have significant impact on the behavior of the system.

Keywords: Centroid, fuzzy set operations, intersection, triangular norms , triangular S-norms, union.

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Authors: Satya Pilla

Abstract:

This study explores how the mechanics of learning paves the way to engineering innovation. Theories related to learning in the new product/service innovation are reviewed from an organizational perspective, behavioral perspective, and engineering perspective. From this, an engineering team-s external interactions for knowledge brokering and internal composition for skill balance are examined from a learning and innovation viewpoints. As a result, an integrated learning model is developed by reconciling the theoretical perspectives as well as developing propositions that emphasize the centrality of learning, and its drivers, in the engineering product/service development. The paper also provides a review and partial validation of the propositions using the results of a previously published field study in the aerospace industry.

Keywords: Engineering Services, Integrated Learning, NewProduct Development, Service Innovation

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Authors: Thomas Fuhrmann

Abstract:

A new fast correlation algorithm for calibrating the wavelength of Optical Spectrum Analyzers (OSAs) was introduced in [1]. The minima of acetylene gas spectra were measured and correlated with saved theoretical data [2]. So it is possible to find the correct wavelength calibration data using a noisy reference spectrum. First tests showed good algorithmic performance for gas line spectra with high noise. In this article extensive performance tests were made to validate the noise resistance of this algorithm. The filter and correlation parameters of the algorithm were optimized for improved noise performance. With these parameters the performance of this wavelength calibration was simulated to predict the resulting wavelength error in real OSA systems. Long term simulations were made to evaluate the performance of the algorithm over the lifetime of a real OSA.

Keywords: correlation, gas reference, optical spectrum analyzer, wavelength calibration

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Authors: Haining Wang, Hong Zhang

Abstract:

Problems exist in the present construction industry in China. Conflicts hinder the development of the whole society, such as contradictions between resource reservation and a huge population, living space needs and low building production efficiency, as well as environment protection and high pollution production pattern. In order to solve the problems and find a solution, research is needed to explore a building system. By investigating the whole architectural process and contrasting analysis of light structures and heavy structures, the paper raised the concepts to cope with the existing challenges, such as design conception based on product and real construction processes, design methods focusing on components, and maximum utilization of the temporary building by optimizing the construction speed and building performance. The project was not only designed in virtual reality, but was also physically constructed in the real world. A series of aluminum light structure housing systems were dictated at last, with the characteristics of high performance, extremely rapid construction speed and also flexible function. It can be used in lots of aspects ranging from a single building in a remote area to a large residential community.

Keywords: Aluminum house, light structure, rapid assembly, repeat construction.

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Authors: Pankaj Dutta, Debjani Chakraborty

Abstract:

This paper investigates the effect of product substitution in the single-period 'newsboy-type' problem in a fuzzy environment. It is supposed that the single-period problem operates under uncertainty in customer demand, which is described by imprecise terms and modelled by fuzzy sets. To perform this analysis, we consider the fuzzy model for two-item with upward substitution. This upward substitutability is reasonable when the products can be stored according to certain attribute levels such as quality, brand or package size. We show that the explicit consideration of this substitution opportunity increase the average expected profit. Computational study is performed to observe the benefits of product's substitution.

Keywords: Fuzzy demand, Newsboy, Single-period problem, Substitution.

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Authors: B. S. Yew, B. L. Ong, R. B. Ahmad

Abstract:

A study on the performance of TCP Vegas versus different TCP variants in homogeneous and heterogeneous wired networks are performed via simulation experiment using network simulator (ns-2). This performance evaluation prepared a comparison medium for the performance evaluation of enhanced-TCP Vegas in wired network and for wireless network. In homogeneous network, the performance of TCP Tahoe, TCP Reno, TCP NewReno, TCP Vegas and TCP SACK are analyzed. In heterogeneous network, the performances of TCP Vegas against TCP variants are analyzed. TCP Vegas outperforms other TCP variants in homogeneous wired network. However, TCP Vegas achieves unfair throughput in heterogeneous wired network.

Keywords: TCP Vegas, Homogeneous, Heterogeneous, WiredNetwork.

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Authors: S. Rezaei, Z. Mirzaei, M. Khalighi, J. Bahrami

Abstract:

Bridges, as an essential part of road infrastructures, are affected by various deterioration mechanisms over time due to the changes in their performance. As changes in performance can have many negative impacts on society, it is essential to be able to evaluate and measure the performance of bridges throughout their life. This evaluation includes the development or the choice of the appropriate performance indicators, which, in turn, are measured based on the selection of appropriate models for the existing deterioration mechanism. The purpose of this article is a statistical study of indicators and deterioration mechanisms of bridges in order to discover further research capacities in bridges performance assessment. For this purpose, some of the most common indicators of bridge performance, including reliability, risk, vulnerability, robustness, and resilience, were selected. The researches performed on each index based on the desired deterioration mechanisms and hazards were comprehensively reviewed. In addition, the formulation of the indicators and their relationship with each other were studied. The research conducted on the mentioned indicators were classified from the point of view of deterministic or probabilistic method, the level of study (element level, object level, etc.), and the type of hazard and the deterioration mechanism of interest. For each of the indicators, a number of challenges and recommendations were presented according to the review of previous studies.

Keywords: Bridge, deterioration mechanism, lifecycle, performance indicator.

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Authors: Seongjun Kim, Sanghoon Shim, Jinwooung Kim, Jaehwan Jung, Sung-Ah Kim

Abstract:

As the development of information and communication technology, the convergence of machine learning of the ICT area and design is attempted. In this way, it is possible to grasp the correlation between various design elements, which was difficult to grasp, and to reflect this in the design result. In architecture, there is an attempt to predict the performance, which is difficult to grasp in the past, by finding the correlation among multiple factors mainly through machine learning. In architectural design area, some attempts to predict the performance affected by various factors have been tried. With machine learning, it is possible to quickly predict performance. The aim of this study is to propose a model that predicts performance according to the block arrangement of apartment housing through machine learning and the design alternative which satisfies the performance such as the daylight hours in the most similar form to the alternative proposed by the designer. Through this study, a designer can proceed with the design considering various design alternatives and accurate performances quickly from the early design stage.

Keywords: Apartment housing, machine learning, multi-objective optimization, performance prediction.

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Authors: Salam K. Al-Nasri, SM Holmes

Abstract:

Composite of Celatom-ZeoliteY (Cel-ZY) was used to remove cobalt ion from an aqueous solution using batch mode. ZeoliteY has successfully superimposed on Celatom FW-14 surface using hydrothermal treatment .The product was synthesized as a novel of hierarchical porous material. It was observed from the results that Cel-ZY has higher ability to remove cobalt ions than the pure ZeoliteY powder (PZY) synthesized under the same conditions. Several parameters were studied in this project to investigate the effect of removal cobalt ion such as pH and initial cobalt concentration. It was clearly observed that the uptake of cobalt ions was affected with increase these parameters. The results proved that the product can be used effectively to remove Co2+ ions from wastewater as an environmentally friendly alternative.

Keywords: Adsorption, Celatom-Zeolite, Cobalt ions, Isotherm models.

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Authors: Yavar Safaei Mehrabani, Mehdi Hosseinzadeh

Abstract:

As embedded and portable systems were emerged power consumption of circuits had been major challenge. On the other hand latency as determines frequency of circuits is also vital task. Therefore, trade off between both of them will be desirable. Modulo 2n+1 adders are important part of the residue number system (RNS) based arithmetic units with the interesting moduli set (2n-1,2n, 2n+1). In this manuscript we have introduced novel binary representation to the design of modulo 2n+1 adder. VLSI realization of proposed architecture under 180 nm full static CMOS technology reveals its superiority in terms of area, power consumption and power-delay product (PDP) against several peer existing structures.

Keywords: Computer arithmetic, modulo 2n+1 adders, Residue Number System (RNS), VLSI.

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Authors: Matheus Borges Carneiro, Fabiane Letícia Lizarelli, José Carlos de Toledo

Abstract:

The evolution of quality management by companies was strongly enabled by, among others, ISO 9001 certification, which is considered a crucial requirement for several customers. Likewise, performance measurement provides useful insights for companies to identify the reflection of their decision-making process on their improvement. One of the most used performance measurement models is the balanced scorecard (BSC), which uses four perspectives to address a firm’s performance: financial, internal process, customer satisfaction, and learning and growth. Since ISO 9001 certified firms are likely to measure their performance through BSC approach, it is important to verify whether the certificate influences the firm performance or not. Therefore, this paper aims to verify the impact of ISO 9001:2015 on Brazilian firms’ performance based on the BSC perspective. Hence, nine certified companies located in the Southeast region of Brazil were studied through a multiple case study approach. Within this study, it was possible to identify the positive impact of ISO 9001 on firms’ overall performance, and four Critical Success Factors (CSFs) were identified as relevant on the linkage among ISO 9001 and firms’ performance: employee involvement, top management, process management, and customer focus. Due to the COVID-19 pandemic, the number of interviews was limited to the quality manager specialist, and the sample was limited since several companies were closed during the period of the study. This study presents an in-depth analysis of how the relationship between ISO 9001 certification and firms’ performance in a developing country is.

Keywords: Balanced scorecard, Brazilian firms’ performance, critical success factors, ISO 9001 certification, performance measurement.

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Authors: Yuan-Jye Tseng, Yi-Shiuan Chen

Abstract:

The paper presented a sustainable design model for integrated evaluation of the design and supply chain of a product for the sustainable objectives. To design a product, there can be alternative ways to assign the detailed specifications to fulfill the same design objectives. In the design alternative cases, different material and manufacturing processes with various supply chain activities may be required for the production. Therefore, it is required to evaluate the different design cases based on the sustainable objectives. In this research, a closed-loop design model is developed by integrating the forward design model and reverse design model. From the supply chain point of view, the decisions in the forward design model are connected with the forward supply chain. The decisions in the reverse design model are connected with the reverse supply chain considering the sustainable objectives. The purpose of this research is to develop a mathematical model for analyzing the design cases by integrated evaluating the criteria in the closed-loop design and the closed-loop supply chain. The decision variables are built to represent the design cases of the forward design and reverse design. The cost parameters in a forward design include the costs of material and manufacturing processes. The cost parameters in a reverse design include the costs of recycling, disassembly, reusing, remanufacturing, and disposing. The mathematical model is formulated to minimize the total cost under the design constraints. In practical applications, the decisions of the mathematical model can be used for selecting a design case for the purpose of sustainable design of a product. An example product is demonstrated in the paper. The test result shows that the sustainable design model is useful for integrated evaluation of the design and the supply chain to achieve the sustainable objectives.

Keywords: Closed-loop design, closed-loop supply chain, design evaluation, mathematical model, supply chain management, sustainable design model.

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Authors: J. Miranda, D. Chavarría-Barrientos, M. Ramírez-Cadena, M. E. Macías, P. Ponce, J. Noguez, R. Pérez-Rodríguez, P. K. Wright, A. Molina

Abstract:

Higher education methods need to evolve because the new generations of students are learning in different ways. One way is by adopting emergent technologies, new learning methods and promoting the maker movement. As a result, Tecnologico de Monterrey is developing Open Innovation Laboratories as an immediate response to educational challenges of the world. This paper presents an Open Innovation Laboratory for Rapid Realization of Sensing, Smart and Sustainable Products (S³ Products). The Open Innovation Laboratory is composed of a set of specific resources where students and teachers use them to provide solutions to current problems of priority sectors through the development of a new generation of products. This new generation of products considers the concepts Sensing, Smart, and Sustainable. The Open Innovation Laboratory has been implemented in different courses in the context of New Product Development (NPD) and Integrated Manufacturing Systems (IMS) at Tecnologico de Monterrey. The implementation consists of adapting this Open Innovation Laboratory within the course’s syllabus in combination with the implementation of specific methodologies for product development, learning methods (Active Learning and Blended Learning using Massive Open Online Courses MOOCs) and rapid product realization platforms. Using the concepts proposed it is possible to demonstrate that students can propose innovative and sustainable products, and demonstrate how the learning process could be improved using technological resources applied in the higher educational sector. Finally, examples of innovative S³ products developed at Tecnologico de Monterrey are presented.

Keywords: Active learning, blended learning, maker movement, new product development, open innovation laboratory.

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Authors: Seung Yeon Son, Heetae Park, Soojin Lee, Seckyoung Loretta Kim, Dongkyu Kim, Seokhwa Yun

Abstract:

Employee-s task performance has been recognized as a core contributor to overall organizational effectiveness. Hence, verifying the determinants of task performance is one of the most important research issues. This study tests the influence of perceived organizational support, abusive supervision, and exchange ideology on employee-s task performance. We examined our hypotheses by collecting self-reported data from 413 Korean employees in different organizations. Our all hypotheses gained support from the results. Implications for research and directions for future research are discussed.

Keywords: Abusive supervision, exchange ideology, perceived organizational support, task performance.

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Authors: Yi Hong, Zhao Yang Dong

Abstract:

This paper presents the performance analysis of space-time trellis codes in orthogonal frequency division multiplexing systems (STTC-OFDMs) over quasi-static frequency selective fading channels. In particular, the effect of channel delay distributions on the code performance is discussed. For a STTCOFDM over multiple-tap channels, two extreme conditions that produce the largest minimum determinant are highlighted. The analysis also proves that the corresponding coding gain increases with the maximum tap delay. The performance of STTC-OFDM, under various channel conditions, is evaluated by simulation. It is shown that the simulation results agree with the performance analysis.

Keywords: Space-time trellis code, OFDM, delay profile.

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Authors: Ana Paula Monte, Christiane Fontenete

Abstract:

As current business environment is demanding a constant adaptation of companies, the planning and strategic management should be an ongoing and natural process in all kind of organizations. The use of management and monitoring strategic performance tools such as the Balanced Scorecard (BSC) have been popular; even to Small and Medium-sized Enterprises. This paper aims to investigate whether the BSC is being used in monitoring the performance of small businesses, particularly in small fuel retailers companies, which are competing in co-branding; and if not, it aims to identify its strategic orientation in order to recommend a possible strategy map for those managers that are willing to adopt this model as an alternative to traditional ones for organizational performance evaluation, which often focus only on evaluation of the organizational financial performance.

Keywords: Balanced Scorecard, Performance Management and Evaluation, SMEs, Strategy Maps

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Authors: A. Caglar, B. Aydinli

Abstract:

The pyrolysis of hazelnut shell, polyethylene oxide and their blends were carried out catalytically at 500 and 650 ºC. Potassium dichromate was chosen according to its oxidative characteristics and decomposition temperature (500 ºC) where decomposition products are CrO3 and K2CrO4. As a main effect, a remarkable increase in gasification was observed using this catalyst for pure components and blends especially at 500 ºC rather than 650 ºC contrary to the main observation in the pyrolysis process. The increase in gas product quantity was compensated mainly with decrease in solid product and additionally in some cases liquid products.

Keywords: Hazelnut shell, Polyethylene oxide, Potassium dichromate, Pyrolysis.

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Authors: Sulaiman Ainin, Yusniza Kamar ulzaman, Abdul Ghani Farinda

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This study was initiated with a three prong objective. One, to identify the relationship between Technological Competencies factors (Technical Capability, Firm Innovativeness and E-Business Practices and professional service firms- business performance. To investigate the predictors of professional service firms business performance and finally to evaluate the predictors of business performance according to the type of professional service firms, a survey questionnaire was deployed to collect empirical data. The questionnaire was distributed to the owners of the professional small medium size enterprises services in the Accounting, Legal, Engineering and Architecture sectors. Analysis showed that all three Technology Competency factors have moderate effect on business performance. In addition, the regression models indicate that technical capability is the most highly influential that could determine business performance, followed by e-business practices and firm innovativeness. Subsequently, the main predictor of business performance for all types of firms is Technical capability.

Keywords: technology competency, technology capability, innovativeness, E-business practice

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Authors: H. Naccache, R. Hleiss

Abstract:

The aim of this research is to study the relationship between the performance of engineering students in different math courses and their performance in specific engineering courses. The considered courses are taken mainly by engineering students during the first two years of their major. Several factors are being studied, such as gender and final grades in the math and specific engineering courses. Participants of this study comprised a sample of more than thousands of engineering students at Lebanese University during their tertiary academic years. A significant relationship tends to appear between these factors and the performance of students in engineering courses. Moreover, female students appear to outperform their male counterparts in both the math and engineering courses, and a high correlation was found between their grades in math courses and their grades in specific engineering courses. The results and implications of the study were being discussed.

Keywords: Education, engineering, math, performance.

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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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