Search results for: international marketing strategy

Authors: Thi Nguyen, Lee Gordon-Brown, Jim Peterson, Peter Wheeler

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An additive fuzzy system comprising m rules with n inputs and p outputs in each rule has at least t m(2n + 2 p + 1) parameters needing to be tuned. The system consists of a large number of if-then fuzzy rules and takes a long time to tune its parameters especially in the case of a large amount of training data samples. In this paper, a new learning strategy is investigated to cope with this obstacle. Parameters that tend toward constant values at the learning process are initially fixed and they are not tuned till the end of the learning time. Experiments based on applications of the additive fuzzy system in function approximation demonstrate that the proposed approach reduces the learning time and hence improves convergence speed considerably.

Keywords: Additive fuzzy system, improving convergence, parameter learning process, unsupervised learning.

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Authors: J. M. Breed, E. Taylor

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In this paper challenges associated with a new generation of Computer Science students are examined. The mode of education in tertiary institutes has progressed slowly while the needs of students have changed rapidly in an increasingly technological world. The major learning paradigms and learning theories within these paradigms are studied to find a suitable strategy for educating modern students. These paradigms include Behaviourism, Constructivism, Humanism and Cogntivism. Social Learning theory and Elaboration theory are two theories that are further examined and a survey is done to determine how these strategies will be received by students. The results and findings are evaluated and indicate that students are fairly receptive to a method that incorporates both Social Learning theory and Elaboration theory, but that some aspects of all paradigms need to be implemented to create a balanced and effective strategy with technology as foundation.

Keywords: Computer Science, Education, Elaboration Theory, Learning Paradigms, Social Learning Theory.

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Authors: Patrick M. Stanton, William R. McCumber

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Using a large dataset of more than 2,400 individual microfinance institutions (MFIs) from 120 countries from 1999 to 2016, this study finds that nearly half of the international MFIs operate as for-profit institutions. Formal institutions (business regulatory environment, property rights, social protection, and a developed financial sector) impact the likelihood of MFIs being for-profit across countries. Cultural differences across countries (power distance, individualism, masculinity, and indulgence) seem to be a factor in the legal status of the MFI (non-profit or for-profit). MFIs in countries with stronger formal institutions, a greater degree of power distance, and a higher degree of collectivism experience better financial and social performance.

Keywords: Hofstede cultural dimensions, international finance, microfinance institutions, non-profit.

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Authors: Susanna Vanhamäki, Gabor Schneider, Kati Manskinen

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‘Bioeconomy’ is a complex concept that cuts across many sectors and covers several policy areas. To achieve an overall understanding and support a successful bioeconomy, a cross-sectorial approach is necessary. In practice, due to the concept’s wide scope and varying international approaches, fully understanding bioeconomy is challenging on policy level. This paper provides a background of the topic through an analysis of bioeconomy strategies in the Baltic Sea region. Expert interviews and a small survey were conducted to discover the current and intended focuses of these countries’ bioeconomy sectors. The research shows that supporting sustainability is one of the keys in developing the future bioeconomy. The results highlighted that the bioeconomy has to be sustainable and based on circular economy principles. Currently, traditional bioeconomy sectors like food, wood, fish & waters as well as fuel & energy, which are in the core of national bioeconomy strategies, are best known and are considered more relevant than other bioeconomy industries. However, there is increasing potential for novel sectors, such as textiles and pharmaceuticals. The present research indicates that the opportunities presented by these bioeconomy sectors should be recognised and promoted. Education, research and innovation can play key roles in developing transformative and sustainable improvements in primary production and renewable resources. Furthermore, cooperation between businesses and educators is important.

Keywords: Bioeconomy, circular economy, policy, strategy.

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Authors: E. Ghabouli

Abstract:

Intermediate cities which also called medium size cities have an important role in the process of globalization. It is argued that, in some cases this type of cities may be depopulated or in otherwise may be transformed as the periphery of metropolitans, so that the personal identity of the city and its local cultural heritage could suffer from its neighbor metropolitan. Over the last decades, the role of tourism in the development process and the cultural heritage has increased. The impact of tourism on socioeconomic growth makes motivation for the study of tourism development in regional and urban planning process. There are evidences that tourism has a positive impact in local development and makes economic motivations for cultural heritage protection. In this study, by considering the role of tourism in local development, especially by its economic and socio-cultural impacts, it is tried to introduce a strategy for tourism development through a method of urban planning for intermediate cities called as Base plan. Damavand is an intermediate city located in Tehran province, Iran with a high potential in tourism by its local specific characteristic like social structure, antiquities and natural attractions. It’s selected as a suitable case study for intended strategy which is a combination of urban planning and tourism development methods. Focusing on recognition of the historical and cultural heritage of Damavand, in this paper through “base plan methodology” a strategy of urban planning toward tourism development is prepared in order to make tourism development as a support for cultural heritage of this city.

Keywords: Urban planning, tourism, cultural heritage, intermediate cities.

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Authors: Sidshchadhaa Aumted, Shuhei Shiina, Hiroshi Takami

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In this paper, we propose an advanced ILQ control for the buck-converter via two-degrees of freedom servo-system. Our presented strategy is based on Inverse Linear Quadratic (ILQ) servo-system controller without solving Riccati-s equation directly. The optimal controller of the current and voltage control system is designed. The stability and robust control are analyzed. A conscious and persistent effort has been made to improve ILQ control via two-degrees of freedom guarantees the optimal gains on the basis of polynomial pole assignment, which our results of the proposed strategy shows that the advanced ILQ control can be controlled independently the step response and the disturbance response by appending a feed-forward compensator.

Keywords: Optimal voltage control, inverse LQ design method, second order polynomial, two-degrees of freedom.

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Authors: Hidehiko Okada, Jumpei Tokida

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Researchers have been applying tional intelligence (AI/CI) methods to computer games. In this research field, further researchesare required to compare AI/CI methods with respect to each game application. In th our experimental result on the comparison of three evolutionary algorithms – evolution strategy, genetic algorithm, and their hybrid applied to evolving controller agents for the CIG 2007 Simulated Car Racing competition. Our experimental result shows that, premature convergence of solutions was observed in the case of ES, and GA outperformed ES in the last half of generations. Besides, a hybrid which uses GA first and ES next evolved the best solution among the whole solutions being generated. This result shows the ability of GA in globally searching promising areas in the early stage and the ability of ES in locally searching the focused area (fine-tuning solutions).

Keywords: Evolutionary algorithm, autonomous agent, neuroevolutions, simulated car racing.

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Authors: Igor Astrov, Andrus Pedai

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This paper focuses on a critical component of the situational awareness (SA), the control of autonomous vertical flight for an unmanned aerial vehicle (UAV). Autonomous vertical flight is a challenging but important task for tactical UAVs to achieve high level of autonomy under adverse conditions. With the SA strategy, we proposed a two stage flight control procedure using two autonomous control subsystems to address the dynamics variation and performance requirement difference in initial and final stages of flight trajectory for a nontrivial nonlinear trirotor mini-UAV model. This control strategy for chosen mini-UAV model has been verified by simulation of hovering maneuvers using software package Simulink and demonstrated good performance for fast SA in realtime search-and-rescue operations.

Keywords: Flight control, trirotor aircraft, situational awareness, unmanned aerial vehicle.

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Authors: Sorana M. Manoiu, Razvan V. Mustata, Jiří Strouhal, Carmen G. Bonaci, Dumitru Matis, Jiřina Bokšová

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In the current context of globalization, accountability has become a key subject of real interest for both, national and international business areas, due to the need for comparability and transparency of the economic situation, so we can speak about the harmonization and convergence of international accounting. The paper presents a qualitative research through content analysis of several reports concerning the roadmap for convergence. First, we develop a conceptual framework for the evolution of standards’ convergence and further we discuss the degree of standards harmonization and convergence between US GAAP and IAS/IFRS as to October 2012. We find that most topics did not follow the expected progress. Furthermore there are still some differences in the long-term project that are in process to be completed and other that were reassessed as a lower priority project.

Keywords: Convergence, harmonization, FASB, IASB, IFRS, US GAAP.

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Authors: Helen P. Greatrex

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Many states are now committed to implementing international human rights standards domestically. In terms of practical governance, how might effectiveness be measured? A facevalue answer can be found in domestic laws and institutions relating to human rights. However, this article provides two further tools to help states assess their status on the spectrum of robust to fragile human rights governance. The first recognises that each state has its own 'human rights history' and the ideal end stage is robust human rights governance, and the second is developing criteria to assess robustness. Although a New Zealand case study is used to illustrate these tools, the widespread adoption of human rights standards by many states inevitably means that the issues are relevant to other countries. This is even though there will always be varying degrees of similarity-difference in constitutional background and developed or emerging human rights systems.

Keywords: robust human rights governance, fragile states.

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Authors: Boonlert Watjatrakul

Abstract:

Mobile marketing through mobile messaging service has highly impressive growth as it enables e-business firms to communicate with their customers effectively. Educational institutions hence start using this service to enhance communication with their students. Previous studies, however, have limited understanding of applying mobile messaging service in education. This study proposes a theoretical model to understand the drivers of students- intentions to use the university-s mobile messaging service. The model indicates that social influence, perceived control and attitudes affect students- intention to use the university-s mobile messaging service. It also provides five antecedents of students- attitudes–perceived utility (information utility, entertainment utility, and social utility), innovativeness, information seeking, transaction specificity (content specificity, sender specificity, and time specificity) and privacy concern. The proposed model enables universities to understand what students concern about the use of a mobile messaging service in universities and handle the service more effectively. The paper discusses the model development and concludes with limitations and implications of the proposed model.

Keywords: education, intention, mobile marketing, mobile messaging.

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Authors: Bella Llego

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The purpose of this research is: a) to investigate how the HR practices influence psychological contracts, b) to examine the influence of psychological contracts to individual behavior and to contribute individually, c) to study the psychological contact through leadership. This research using mixed methods, qualitative and quantitative research methods were utilized to gather the data collected using a qualitative method by the HR Manager who is in charge of the trainings from the staffs and quantitative method (survey) by using questionnaire was utilized to draw upon and to elaborate on the recurring themes present during the interviews. The survey was done to 400 staffs of the company. The study found that leadership styles supporting the firm’s HR strategy is the key in making psychological contracts that benefit both the firm and its members.

Keywords: Human Resource Performance Practice, and Leadership, Psychological Contacts, Relationship of Managers and staffs.

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Authors: C. F. Pricope

Abstract:

The last two decades witnessed a movement towards harmonization of international financial reporting standards (IFRS) throughout the global economy. This investigation seeks to identify the factors that could explain the adoption of IFRS by poor jurisdictions. While there has been a considerable amount of literature published on the effects and key drivers of IFRS adoption in both developed and developing countries, little attention has been paid to jurisdictions with less developed capital markets and low income levels exclusively. Drawing upon the Institutional Isomorphism theory and analyzing a sample of 45 poor jurisdictions between 2008 and 2013, the study empirically shows that poor jurisdictions are driven by legitimacy concerns rather than by economic reasoning to adopt an international accounting perspective. This in turn has implications for the IASB, as it should seek to influence institutional pressures within a particular jurisdiction in order to promote IFRS adoption.

Keywords: IFRS Adoption, isomorphism, poor jurisdictions, accounting harmonization.

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Authors: Jan Sedlacek

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The paper focuses on the implementation phase of the strategy of the European Union and the national strategy of the Czech Republic to promote academic and research staff with the potential to produce results that provide innovation useful for economic growth. It deals with the use of financial resources of the Operational Program Education for Competitiveness at the University of West Bohemia in Pilsen. The author presents an example of two strategic projects in the field of human resources – Excellence in Human Resources as a Source of Competitiveness and New Excellence of Human Resources. The subject of this paper is the potential contribution of newly recruited postdoctoral within these projects for the University of West Bohemia in Pilsen and its internal environment.

Keywords: EU funds, public universities, human resources, results of research, funding.

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Authors: Cătălin Nicolae Albu, Nadia Albu, Maria Mădălina Gîrbină

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There is limited evidence from various countries about the possible impact of various criteria to be used to determine the scope of the IFRS for SMEs issued in 2009 and, research is needed in this area. We provide evidence from Romania, an emerging economy member of the European Union. The aim of this paper is to analyze in a local setting if size is a relevant factor for deciding between local and global standards for SMEs. Our results indicate that size is a moderate indicator of the existence of possible users interested in financial statements and that there is a difference between the scopes of the standard determined on various criteria.. Also, we suggest that the international exposure is quite reduced in the case of SMEs, but is sufficient to suggest that at least some SMEs would benefit from international comparability of financial statements

Keywords: SMEs, IFRS for SMEs, accounting regulation, entity's size.

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Authors: Igor Astrov, Andrus Pedai

Abstract:

This paper focuses on a critical component of the situational awareness (SA), the control of autonomous vertical flight for tactical unmanned aerial vehicle (TUAV). With the SA strategy, we proposed a two stage flight control procedure using two autonomous control subsystems to address the dynamics variation and performance requirement difference in initial and final stages of flight trajectory for a nontrivial nonlinear eight-rotor helicopter model. This control strategy for chosen model of mini-TUAV has been verified by simulation of hovering maneuvers using software package Simulink and demonstrated good performance for fast stabilization of engines in hovering, consequently, fast SA with economy in energy of batteries can be asserted during search-andrescue operations.

Keywords: Flight control, eight-rotor helicopter, situational awareness, tactical unmanned aerial vehicle

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Authors: Khalid M. Albarkoly, Kenneth S. Park

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The substantial development of the construction industry has forced the cement industry, its major support, to focus on achieving maximum productivity to meet the growing demand for this material. This means that the reliability of a cement production system needs to be at the highest level that can be achieved by good maintenance. This paper studies the extent to which the implementation of RCM is needed as a strategy for increasing the reliability of the production systems component can be increased, thus ensuring continuous productivity. In a case study of four Libyan cement factories, 80 employees were surveyed and 12 top and middle managers interviewed. It is evident that these factories usually breakdown more often than once per month which has led to a decline in productivity. In many times they cannot achieve the minimum level of production amount. This has resulted from the poor reliability of their production systems as a result of poor or insufficient maintenance. It has been found that most of the factories’ employees misunderstand maintenance and its importance. The main cause of this problem is the lack of qualified and trained staff, but in addition it has been found that most employees are not found to be motivated as a result of a lack of management support and interest. In response to these findings, it has been suggested that the RCM strategy should be implemented in the four factories. The results show the importance of the development of maintenance strategies through the implementation of RCM in these factories. The purpose of it would be to overcome the problems that could secure the reliability of the production systems. This study could be a useful source of information for academic researchers and the industrial organizations which are still experiencing problems in maintenance practices.

Keywords: Libyan cement industry, maintenance, production, reliability centered maintenance, reliability.

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Authors: Ziyad Aljarboua

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In this paper, we present a technical and an economic assessment of several sources of renewable energy in Saudi Arabia; mainly solar, wind, hydro and biomass. We analyze the environmental and climatic conditions in relation to these sources and give an overview of some of the existing clean energy technologies. Using standardized cost and efficiency data, we carry out a cost benefit analysis to understand the economic factors influencing the sustainability of energy production from renewable sources in light of the energy cost and demand in the Saudi market. Finally, we take a look at the Saudi petroleum industry and the existing sources of conventional energy and assess the potential of building a successful market for renewable energy under the constraints imposed by the flow of subsidized cheap oil. We show that while some renewable energy resources are well suited for distributed or grid connected generation in the kingdom, their viability is greatly undercut by the well developed and well capitalized oil industry.

Keywords: Energy strategy, energy policy, renewable energy, Saudi Arabia, oil.

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Authors: J.L. Higuera Trujillo, F.J. Montero Fernández

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Based on different experiences in the historic centers of Spain, we propose an global strategy for the regeneration of the pre-tertiary fabrics and its application to the specific case of San Mateo neighborhood, in Jerez de la Frontera (Andalusia), through a diagnosis that focus particularly on the punishments the last-decade economic situation (building boom and crisis) and shows the tragic transition from economic center to an imminent disappearance with an image similar to the ruins of war, due to the loss of their traditional roles. From it we will learn their historically-tested mechanisms of environment adaptation, which distill the vernacular architecture essence and that we will apply to our strategy of action based on a dotacional-and-free-space rhizome which rediscovers its hidden character. The architectural fact will be crystallized in one of the example-pieces proposed: The Artistic Revitalization Center.

Keywords: Jerez de la Frontera, pre-tertiary fabrics, sustainable architecture, urban regeneration

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Authors: Jun Luo, Weiguo Zhang., Dabin Qin

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It is important to retain customer satisfaction in information technology services. When a service failure occurs, companies need to take service recovery action to recover their customer satisfaction. Although companies cannot avoid all problems and complaints, they should try to make up. Therefore, service failure and service recovery have become an important and challenging issue for companies. In this paper, the literature and the problems in the information technology services were reviewed. An integrated model of profit driven for the service failure and service recovery was established in view of the benefit of customer and enterprise. Moreover, the interaction between service failure and service recovery strategy was studied, the result of which verified the matching principles of the service recovery strategy and the type of service failure. In addition, the relationship between the cost of service recovery and customer-s cumulative value of service after recovery was analyzed with the model. The result attributes to managers in deciding on appropriate resource allocations for recovery strategies.

Keywords: service failure, service recovery, informationtechnology services

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Authors: Ayşin Sev, Görkem Aslan

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Sustainable tall buildings that provide comfortable, healthy and efficient indoor environments are clearly desirable as the densification of living and working space for the world’s increasing population proceeds. For environmental concerns, these buildings must also be energy efficient. One component of these tasks is the provision of indoor air quality and thermal comfort, which can be enhanced with natural ventilation by the supply of fresh air. Working spaces can only be naturally ventilated with connections to the outdoors utilizing operable windows, double facades, ventilation stacks, balconies, patios, terraces and skygardens. Large amounts of fresh air can be provided to the indoor spaces without mechanical air-conditioning systems, which are widely employed in contemporary tall buildings. This paper tends to present the concept of natural ventilation for sustainable tall office buildings in order to achieve healthy and comfortable working spaces, as well as energy efficient environments. Initially the historical evolution of ventilation strategies for tall buildings is presented, beginning with natural ventilation and continuing with the introduction of mechanical airconditioning systems. Then the emergence of natural ventilation due to the health and environmental concerns in tall buildings is handled, and the strategies for implementing this strategy are revealed. In the next section, a number of case studies that utilize this strategy are investigated. Finally, how tall office buildings can benefit from this strategy is discussed.

Keywords: Tall office building, natural ventilation, energy efficiency, double-skin façade, stack ventilation, air conditioning.

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Authors: P. Thepnarintra

Abstract:

The purposes of this study were to: 1) investigate operation conditions of SME automotive part industry in Bangkok and vicinity and 2) to compare operation problem levels of SME automotive part industry in Bangkok and vicinity according to the sizes of the enterprises. Samples in this study included 196 entrepreneurs of SME automotive part industry in Bangkok and vicinity derived from simple random sampling and calculation from R. V. Krejcie and D. W. Morgan’s tables. Research statistics included frequency, percentage, mean, standard deviation, and T-test. The results revealed that in general the problem levels of SME automotive part industry in Bangkok and vicinity were high. When considering in details, it was found that the problem levels were high at every aspect, i.e. personal, production, export, finance, and marketing respectively. The comparison of the problem levels according to the sizes of the enterprises revealed statistically significant differences at .05. When considering on each aspect, it was found that the aspect with the statistical difference at .05 included 5 aspects, i.e. production, marketing, finance, personal, and export. The findings also showed that small enterprises faced more severe problems than those of medium enterprises.

Keywords: Automotive part industry, operation problems, SME, perimeter.

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Authors: M. Hajduk-Stelmachowicz

Abstract:

This paper presents results of empirical studies that were conducted in enterprises from Podkarpackie Voivodeship (Poland). It shows the experiences of those enterprises resulting from implementing and improving the eco-innovativeness management that is formal Environmental Management System (EMS). This study shows the expected and obtained internal benefits which are the effects of a functioning EMS. The aim of this paper is to determine whether the information included in international theoretical studies concerning the benefits of implementing, functioning and improving formal EMS (which is based on the international standard ISO 14001) are confirmed by the effects of the enterprises- activities.

Keywords: Eco-innovations, Environmental Management System (EMS), ISO 14001, Podkarpackie Voivodeship (Poland).

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Authors: Igor Astrov, Mikhail Pikkov, Rein Paluoja

Abstract:

This paper focuses on a critical component of the situational awareness (SA), the control of autonomous vertical flight for vectored thrust aerial vehicle (VTAV). With the SA strategy, we proposed a flight control procedure to address the dynamics variation and performance requirement difference of flight trajectory for an unmanned helicopter model with vectored thrust configuration. This control strategy for chosen model of VTAV has been verified by simulation of take-off and forward maneuvers using software package Simulink and demonstrated good performance for fast stabilization of motors, consequently, fast SA with economy in energy can be asserted during search-and-rescue operations.

Keywords: Neural network predictive controller, situational awareness, vectored thrust aerial vehicle.

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Authors: Juha Kettunen

Abstract:

The study analyzes the quality and the size of the strategic network of higher education institutions and the concept of fitness for purpose in quality assurance. It also analyses the transaction costs of networking that have consequences on the number of members in the network. Empirical evidence is presented from the Consortium on Applied Research and Professional Education, which is a European strategic network of six higher education institutions. The results of the study support the argument that the number of members in the strategic network should be relatively small to provide high-quality results. The practical importance is that networking has been able to promote international research and development projects. The results of this study are important for those who want to design and improve international networks in higher education.

Keywords: Higher education, network, research and development, strategic management.

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Authors: Rimpi Rani

Abstract:

In the 2000s, a new migration trend of highly skilled Indian professionals towards Japan has appeared. This paper examines the factors that set off the incoming of highly skilled Indian professionals in Japan, mainly focusing on IT professionals’ immigration, and the reasons of the increase in their number. It investigates the influence of four factors: The Japanese immigration policy, the bilateral relations between India and Japan, the higher education system in India and the American H-1B visa policy with its cap system. This study concludes that increased and continuous supply of highly skilled Indian professionals have intensified the competition for migration to traditional destinations like the USA. This led Indian professionals   to consider other options such as Japan.

Keywords: International migration, India, Japan, highly skilled professionals.

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Authors: Markus Reichhartinger, Martin Horn

Abstract:

In this paper, the application of sliding-mode control to a permanent-magnet synchronous motor (PMSM) is presented. The control design is based on a generic mathematical model of the motor. Some dynamics of the motor and of the power amplification stage remain unmodelled. This model uncertainty is estimated in realtime. The estimation is based on the differentiation of measured signals using the ideas of robust exact differentiator (RED). The control law is implemented on an industrial servo drive. Simulations and experimental results are presented and compared to the same control strategy without uncertainty estimation. It turns out that the proposed concept is superior to the same control strategy without uncertainty estimation especially in the case of non-smooth reference signals.

Keywords: sliding-mode control, Permanent-magnet synchronous motor, uncertainty estimation, robust exact differentiator.

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Authors: Surender Kumar Soni

Abstract:

Wireless Sensor Networks (WSNs) are wireless networks consisting of number of tiny, low cost and low power sensor nodes to monitor various physical phenomena like temperature, pressure, vibration, landslide detection, presence of any object, etc. The major limitation in these networks is the use of nonrechargeable battery having limited power supply. The main cause of energy consumption WSN is communication subsystem. This paper presents an efficient grid formation/clustering strategy known as Grid based level Clustering and Aggregation of Data (GCAD). The proposed clustering strategy is simple and scalable that uses low duty cycle approach to keep non-CH nodes into sleep mode thus reducing energy consumption. Simulation results demonstrate that our proposed GCAD protocol performs better in various performance metrics.

Keywords: Ad hoc network, Cluster, Grid base clustering, Wireless sensor network.

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Authors: Thanasit Suksutdhi

Abstract:

This survey research aims to study the standard of service quality of food and beverage service staffs in hotel business by studying the service standard of three sample hotels, Siam Kempinski Hotel Bangkok, Four Seasons Resort Chiang Mai, and Banyan Tree Phuket. In order to find the international service standard of food and beverage service, triangular research, i.e. quantitative, qualitative, and survey were employed. In this research, questionnaires and in-depth interview were used for getting the information on the sequences and method of services. There were three parts of modified questionnaires to measure service quality and guest’s satisfaction including service facilities, attentiveness, responsibility, reliability, and circumspection. This study used sample random sampling to derive subjects with the return rate of the questionnaires was 70% or 280. Data were analyzed by SPSS to find arithmetic mean, SD, percentage, and comparison by t-test and One-way ANOVA. The results revealed that the service quality of the three hotels were in the international level which could create high satisfaction to the international customers. Recommendations for research implementations were to maintain the area of good service quality, and to improve some dimensions of service quality such as reliability. Training in service standard, product knowledge, and new technology for employees should be provided. Furthermore, in order to develop the service quality of the industry, training collaboration between hotel organization and educational institutions in food and beverage service should be considered.

Keywords: Service standard, food and beverage department, sequence of service, service method.

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Authors: Florian Pfeffel, Christoph A. Kexel, Peter Kexel, Maria Ratz

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The parallel usage of different media channels has increased recently owing to technological advances. Second Screen describes the use of a second device by television viewers to consume further content which is related to the program they are watching. This study analysed the characteristics of football spectators regarding their media consumption in relation to Second Screen usage while watching a football match on TV. The existing literature on Second Screen usage is still very limited, especially in the context of particular broadcasting settings such as sport or even more specific such as football matches. Therefore, the primary research objective was to reveal first insights into the user behaviour of football spectators regarding Second Screen services. The survey, which was conducted among German football supporters in 2015, revealed some characteristics such as the identification and involvement into the sports which are related to an increased use of Second Screen services. One important finding for football supporters was that at the time of a match they have a lower parallel media usage compared to other TV broadcastings. Nevertheless, if supporters used a second device while watching a match on TV, then they were using specific Second Screen services. This means they searched for more content related information. The findings on the habits and characteristics of people who are using Second Screen services are relevant for future developments in that area as well as for marketing decisions.

Keywords: Media consumption, second screen, sport marketing, user behaviour.

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