Search results for: Marketing strategies

Authors: Michael Torggler

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Modern information and communication technologies offer a variety of support options for the efficient handling of customer relationships. CRM systems have been developed, which are designed to support the processes in the areas of marketing, sales and service. Along with technological progress, CRM systems are constantly changing, i.e. the systems are continually enhanced by new functions. However, not all functions are suitable for every company because of different frameworks and business processes. In this context the question arises whether or not CRM systems are widely used in Austrian companies and which business processes are most frequently supported by CRM systems. This paper aims to shed light on the popularity of CRM systems in Austrian companies in general and the use of different functions to support their daily business. First of all, the paper provides a theoretical overview of the structure of modern CRM systems and proposes a categorization of currently available software functionality for collaborative, operational and analytical CRM processes, which provides the theoretical background for the empirical study. Apart from these theoretical considerations, the paper presents the empirical results of a field survey on the use of CRM systems in Austrian companies and analyzes its findings.

Keywords: CRM systems, CRM system adoption, CRM system diffusion, CRM functionality, Market study.

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Authors: Seongykyoon Jeong, Sungki Lee, Jaeyun Kim, Seunghun Oh, Kiho Kwak

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The purpose of this article is to identify the practical strategies of R&D (research and development) entities for developing converging technology in organizational context. Based on the multi-assignation technological domains of patents derived from entire government-supported R&D projects for 13 years, we find that technology convergence is likely to occur when a university solely develops technology or when university develops technology as one of the collaborators. These results reflect the important role of universities in developing converging technology

Keywords: Interdisciplinary, Research and development strategy, Technology convergence

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Authors: Chao Qi, Fuyang Peng, Bo Deng, Xiaoyan Su

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In the upgrade process of enterprise information systems, whether new systems will be success and their development will be efficient, depends on how to deal with and utilize those legacy systems. We propose an evaluation system, which comprehensively describes the capacity of legacy information systems in five aspects. Then a practical legacy systems evaluation method is scripted. Base on the evaluation result, we put forward 4 kinds of migration strategy: eliminated, maintenance, modification, encapsulating. The methods and strategies play important roles in practice.

Keywords: Legacy Systems, Evaluation Method, Migration Strategy.

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Authors: Tori R. Dodla, Laura A. Jones

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The objective of this study was to propose strategies to improve the efficiency of Knowledge Management Systems (KMS). This study highlights best practices from various industries to create an overall summary of Knowledge Management (KM) and efficiency in organizational performance. Results indicated 11 best practices for maximizing the efficiency of organizational KMS that can be divided into four categories: Designing the KMS, identifying case studies, implementing the KMS, and promoting adoption and usage. Our findings can be used as a foundation for scholars to conduct further research on KMS efficiency.

Keywords: Artificial intelligence, knowledge management efficiency, knowledge management systems, organizational performance.

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Authors: Aurea Lúcia Georgi Vendramin, Carlos Itsuo Yamamoto, Carlos Eduardo Camargo Nogueira, Anderson Miguel Lenz, Samuel N. Souza Melegari

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The thermal performance of a solar water heating with 1.00 m2 flat plate collectors in Cascavel - PR, is which presented in this article, paper presents the solution to leverage the marketing of solar heating systems through detailed constituent materials of the solar collector studies, these abundant materials in construction, such as expanded polyethylene, PVC, aluminum and glass tubes, mixing them with new materials to minimize loss of efficiency while decreasing its cost. The system was tested during months and the collector obtained maximum recorded temperature of outlet fluid of 55°C, while the maximum temperature of the water at the bottom of the hot water tank was 35°C. The average daily energy collected was 19.6 MJ/d; the energy supplied by the solar plate was 16.2 MJ/d; the loss in the feed pipe was 3.2 MJ/d; the solar fraction was 32.2%, the efficiency of the collector was 45.6% and the efficiency of the system was 37.8%.

Keywords: Recycled materials, energy efficiency, solar collector.

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Authors: Chutima Ruanguttamanun

Abstract:

Despite the relatively large number of studies that have examined the use of appeals in advertisements, research on the use of appeals in green advertisements is still underdeveloped and needs to be investigated further, as it is definitely a tool for marketers to create illustrious ads. In this study, content analysis was employed to examine the nature of green advertising appeals and to match the appeals with the green advertisements. Two different types of green print advertisings, product orientation and organizational image orientation were used. Thirty highly educated participants with different backgrounds were asked individually to ascertain three appeals out of thirty-four given appeals found among forty real green advertisements. To analyze participant responses and to group them based on common appeals, two-step K-mean clustering is used. The clustering solution indicates that eye-catching graphics and imaginative appeals are highly notable in both types of green ads. Depressed, meaningful and sad appeals are found to be highly used in organizational image orientation ads, whereas, corporate image, informative and natural appeals are found to be essential for product orientation ads.

Keywords: Advertising appeals, green marketing, green advertisement, printed advertisement.

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Authors: Popa Cosmin, Chiran Aurel

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The study aimed to identify the logical structure of data and particularities of developing and testing a website designed for selling farm products through online auctions. The research is based on a short literature review in the field and exploratory trials of some successful models from other industries, in order to identify the advantages of using such tool, as well as the optimal structure and functionality of an auction portal. In the last part, the study focuses on the results of testing the website by the potential beneficiaries. Conclusions of the study underlines that the particularities of some agricultural products could raise difficulties in the process of selling them through online auctions, but the use of such system it is perceived to bring significant improvements in the supply chain. The results of scientific investigations require a more detailed study regarding the importance of using quality standards for agricultural products sold via online auction, the impact that implementation of an online payment system could have on trade with agricultural products and problems which could arise in using the website in different countries.

Keywords: E-commerce, online auctions, marketing.

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Authors: Vladimir V. Iakovlev, Erin T. Carey, John Steege

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The use of polypropylene mesh devices for Pelvic Organ Prolapse (POP) spread rapidly during the last decade, yet our knowledge of the mesh-tissue interaction is far from complete. We aimed to perform a thorough pathological examination of explanted POP meshes and describe findings that may explain mechanisms of complications resulting in product excision. We report a spectrum of important findings, including nerve ingrowth, mesh deformation, involvement of detrusor muscle with neural ganglia, and polypropylene degradation. Analysis of these findings may improve and guide future treatment strategies.

Keywords: Transvaginal, mesh, nerves, polypropylene degradation.

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Authors: Wann-Ming Wey

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In recent years, in addition to face the external threats such as energy shortages and climate change, traffic congestion and environmental pollution have become anxious problems for many cities. Considering private automobile-oriented urban development had produced many negative environmental and social impacts, the transit-oriented development (TOD) has been considered as a sustainable urban model. TOD encourages public transport combined with friendly walking and cycling environment designs, however, non-motorized modes help improving human health, energy saving, and reducing carbon emissions. Due to environmental changes often affect the planners’ decision-making; this research applies dynamic network process (DNP) which includes the time dependent concept to promoting friendly walking and cycling environmental designs as an advanced planning support system for environment improvements.

This research aims to discuss what kinds of design strategies can improve a friendly walking and cycling environment under TOD. First of all, we collate and analyze environment designing factors by reviewing the relevant literatures as well as divide into three aspects of “safety”, “convenience”, and “amenity” from fifteen environment designing factors. Furthermore, we utilize fuzzy Delphi Technique (FDT) expert questionnaire to filter out the more important designing criteria for the study case. Finally, we utilized DNP expert questionnaire to obtain the weights changes at different time points for each design criterion. Based on the changing trends of each criterion weight, we are able to develop appropriate designing strategies as the reference for planners to allocate resources in a dynamic environment. In order to illustrate the approach we propose in this research, Taipei city as one example has been used as an empirical study, and the results are in depth analyzed to explain the application of our proposed approach.

Keywords: Environment Planning Support Systems, Walking and Cycling, Transit-oriented Development (TOD), Dynamic Network Process (DNP).

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Authors: Khosro Mohammadi, Amir Ghalavand, Majid Aghaalikhani

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In order to evaluation the effects of soil organic matter and biofertilizer on chickpea quality and biological nitrogen fixation, field experiments were carried out in 2007 and 2008 growing seasons. In this research the effects of different strategies for soil fertilization were investigated on grain yield and yield component, minerals, organic compounds and cooking time of chickpea. Experimental units were arranged in split-split plots based on randomized complete blocks with three replications. Main plots consisted of (G1): establishing a mixed vegetation of Vicia panunica and Hordeum vulgare and (G2): control, as green manure levels. Also, five strategies for obtaining the base fertilizer requirement including (N1): 20 t.ha-1 farmyard manure; (N2): 10 t.ha-1 compost; (N3): 75 kg.ha-1 triple super phosphate; (N4): 10 t.ha-1 farmyard manure + 5 t.ha-1 compost and (N5): 10 t.ha-1 farmyard manure + 5 t.ha-1 compost + 50 kg.ha-1 triple super phosphate were considered in sub plots. Furthermoree four levels of biofertilizers consisted of (B1): Bacillus lentus + Pseudomonas putida; (B2): Trichoderma harzianum; (B3): Bacillus lentus + Pseudomonas putida + Trichoderma harzianum; and (B4): control (without biofertilizers) were arranged in sub-sub plots. Results showed that integrating biofertilizers (B3) and green manure (G1) produced the highest grain yield. The highest amounts of yield were obtained in G1×N5 interaction. Comparison of all 2-way and 3-way interactions showed that G1N5B3 was determined as the superior treatment. Significant increasing of N, P2O5, K2O, Fe and Mg content in leaves and grains emphasized on superiority of mentioned treatment because each one of these nutrients has an approved role in chlorophyll synthesis and photosynthesis abilities of the crops. The combined application of compost, farmyard manure and chemical phosphorus (N5) in addition to having the highest yield, had the best grain quality due to high protein, starch and total sugar contents, low crude fiber and reduced cooking time.

Keywords: chickpea, biofertilizer, nitrogen fixation.

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Authors: Achmad Zamroni, Masahiro Yamao

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Seaweed farming is emerging as a viable alternative activity in the Indonesian fisheries sector. This paper aims to investigate people-s perceptions of seaweed farming, to analyze its social and economic impacts and to identify the problems and obstacles hindering its continued development. Structured and semi-structured questionnaires were prepared to obtain qualitative data, and interviews were conducted with fishermen who also plant seaweed. The findings showed that fishermen in the Laikang Bay were enthusiastic about cultivating seaweeds and that seaweed plays a major role in supporting the household economy of fishermen. However, current seaweed drying technologies cannot support increased seaweed production on a farm or plot, especially in the rainy season. Additionally, variable monsoon seasons and long marketing channels are still major constraints on the development of the industry. Finally, capture fisheries, the primary economic livelihood of fishermen of older generations, is being slowly replaced by seaweed farming.

Keywords: Coastal management, perception, seaweed development and livelihood diversification

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Authors: D. Kreutzer, S. Müller-Abdelrazeq, I. Isenhardt

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Resource scarcity, energy transition and the planned climate neutrality pose enormous challenges for manufacturing companies. In order to achieve these goals and a holistic sustainable development, the European Union has listed the circular economy as part of the Circular Economy Action Plan. In addition to a reduction in resource consumption, reduced emissions of greenhouse gases and a reduced volume of waste, the principles of the circular economy also offer enormous economic potential for companies, such as the generation of new circular business models. However, many manufacturing companies, especially small and medium-sized enterprises, do not have the necessary capacity to plan their transformation. They need support and strategies on the path to circular transformation because this change affects not only production but also the entire company. Maturity models offer an approach to determine the current status of companies’ transformation processes. In addition, companies can use the models to identify transformation strategies and thus promote the transformation process. While maturity models are established in other areas, e.g., IT or project management, only a few circular economy maturity models can be found in the scientific literature. The aim of this paper is to analyze the identified maturity models of the circular economy through a systematic literature review (SLR) and, besides other aspects, to check their completeness as well as their quality. For this purpose, circular economy maturity models at the company's (micro) level were identified from the literature, compared, and analyzed with regard to their theoretical and methodological structure. A specific focus was placed, on the one hand, on the analysis of the business units considered in the respective models and, on the other hand, on the underlying metrics and indicators in order to determine the individual maturity level of the entire company. The results of the literature review show, for instance, a significant difference in the number and types of indicators as well as their metrics. For example, most models use subjective indicators and very few objective indicators in their surveys. It was also found that there are rarely well-founded thresholds between the levels. Based on the generated results, concrete ideas and proposals for a research agenda in the field of circular economy maturity models are made.

Keywords: Circular economy, maturity model, maturity assessment, systematic literature review.

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Authors: Jun Su Ha

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Various advanced technologies will be adopted in Advanced Control Rooms (ACRs) of advanced Nuclear Power Plants (NPPs), which is thought to increase operators’ performance. However, potential human factors issues coupled with digital technologies might be troublesome. Human factors issues in ACRs are identified and strategies (or countermeasures) for evaluating and analyzing each of issues are addressed in this study.

 

Keywords: Advanced control room, human factor issues, human performance, human error, nuclear power plant.

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Authors: Thomas K. Wanner

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This paper examines the link between gender equality and climate change policies in Australia. It critically analyses the extent to which gender mainstreaming and gender dimensions have been taken into account in the national policy processes for climate change in Australia. The paper argues that climate change adaptation and mitigation policies in Australia neglect gender dimensions. This endangers the advances made in gender equality and works against socially equitable and effective climate change strategies.

Keywords: Climate change, gender equality, gendermainstreaming, sustainable development.

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Authors: Y.Srinivasa Kishore Babu, G.Tulasi Ram Das

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This paper presents a comparative study of two most popular control strategies for Induction motor (IM) drives: Field-Oriented Control (FOC) and Direct Torque Control (DTC). The comparison is based on various criteria including basic control characteristics, dynamic performance, and implementation complexity. The study is done by simulation using the Simulink Power System Block set that allows a complete representation of the power section (inverter and IM) and the control system.

Keywords: IM, FOC, DTC, Simulink

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Authors: Yun Bai

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As a security mechanism, authorization is to provide access control to the system resources according to the polices and rules specified by the security strategies. Either by update or in the initial specification, conflicts in authorization is an issue needs to be solved. In this paper, we propose a new approach to solve conflict by using prioritized logic programs and discuss the uniqueness of its answer set. Addressing conflict resolution from logic programming viewpoint and the uniqueness analysis of the answer set provide a novel, efficient approach for authorization conflict resolution.

Keywords: authorization, formal specification, conflict resolution, prioritized logic program.

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Authors: Pui-Lai To, E-Ping Sung

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With the flourishing development of online shopping, an increasing number of customers see online shopping as an entertaining experience. Because the online consumer has a double identity as a shopper and an Internet user, online shopping should offer hedonic values of shopping and Internet usage. The purpose of this study is to investigate hedonic online shopping motivations from the perspectives of traditional hedonic value and flow theory. The study adopted a focus group interview method, including two online and two offline interviews. Four focus groups of shoppers consisted of online professionals, online college students, offline professionals and offline college students. The results of the study indicate that traditional hedonic values and dimensions of flow theory exist in the online shopping environment. The study indicated that online shoppers seem to appreciate being able to learn things and grow to become competitive achievers online. Comparisons of online hedonic motivations between groups are conducted. This study serves as a basis for the future growth of Internet marketing.

Keywords: Flow theory, hedonic motivation, internet shopping.

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Authors: K. Appasamy, P. Paul

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Mauritius, a developing small-island-state, is facing a recession which is having a considerable economic impact particularly on its construction sector. Further, the presence of foreign entities, both as companies and workers, within this sector is creating a very competitive environment for local firms. This study investigates the key drivers that allow foreign firms to participate in this sector, in particular looking at the international and local tender processes, and the capacity of local industry to participate. This study also looks at how the current set up may hinder the latter’s involvement. The methodology used included qualitative semi-structured interviews conducted with established foreign companies, local companies, and public bodies. Study findings indicate: there is an adequate availability of professional skills and expertise within the Mauritian construction industry but a lack of skilled labour especially at the operative level; projects awarded to foreign firms are either due to their uniqueness and hence lack of local knowledge, or due to foreign firms having lower tender bids; tendering systems and processes are weak, including monitoring and enforcement, which encourages corruption and favouritism; a high lev el of ignorance of this sector’s characteristics and opportunities exists amongst the local population; local entities are very profit oriented and have short term strategies that discourage long term investment in workforce training and development; but most importantly, stakeholders do not grasp the importance of encouraging youngsters to join this sector, they have no long term vision, and there is a lack of mutual involvement and collaboration between them. Although local industry is highly competent, qualified and experienced, the tendering and procurement systems in Mauritius are not conducive enough to allow for effective strategic planning and an equitable allocation of projects during an economic downturn so that the broadest spread of stakeholders’ benefit. It is of utmost importance that all sector and government entities collaborate to formulate strategies and reforms on tender processes and capacity building to ensure fairness and continuous growth of this sector in Mauritius.

Keywords: Construction industry, tender process, international firms, local capacity, Mauritius.

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Authors: Yasin Bilim, Alaaddin Başoda

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The recent growth of internet applications on hospitality and tourism provokes on-line consumer comments and reviews. Many researchers and practitioners have named this enormous potential as “e-WOM (electronic word of mouth)”. Travel comments are important experiential information for the potential travellers. Many researches have been conducted to analyse the effects of e-WOM on hotel consumers. Broadly quantitative methods have been used for analysing online comments. But, a few studies have mentioned about the positive practical aspects of the comments for hotel marketers. The study aims to show different usage and effects of hotel consumers’ comments. As qualitative analysis method, grounded theory, content and discourse analysis, were used. The data based on the 10 resort hotel consumers’ on-line comments. Results show that consumers tend to write comments about service person, rooms, food services and pool in their online space. These indicators can be used by hotel marketers as a marketing information tool.

Keywords: Comments, E-WOM, hotel consumer, qualitative.

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Authors: J. Park, J. Song, B. Lee

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The purpose of this paper is to analyze the case of the U.S. Pivot and to suggest an appropriate model including entry strategies and success factors for QPS of Cable TV. The telecommunication companies have been operating QPS including IPTV service, which enables them to cross over broadcasting areas. Due to this circumstance, the Cable TV operators are now concerned and are planning to add QPS with the mobile service. Based on the Porter's five forces model, an analytical framework has been proposed to MVNO in Cable TV industry in the United States. As a result of this study, MVNO in Cable TV industry has to have a clear killer application with their sufficient contents. Subsequently, the direction of the future Cable TV industry is proposed.

Keywords: CATV, MVNO, Pivot, QPS

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Authors: Panagiotis Platanitis

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Purpose: This research paper seeks to review the empirical studies in the field of expatriate adjustment in East Asia in order to produce a thematic understanding of the current adjustment challenges, thus enabling practitioners to enrich their knowledge. Background: Learning to live, work, and function in a country and culture vastly different from that of one’s upbringing can pose some unique challenges in terms of adaptation and adjustment. This has led to a growing body of research about the adjustment of expatriate workers. Adjustment itself has been posited as a three-dimensional construct; work adjustment, interaction adjustment and general or cultural adjustment. Methodology: This qualitative systematic review has been conducted on all identified peer-reviewed empirical studies related to expatriate adjustment in East Asia. Five electronic databases (PsychInfo, Emerald, Scopus, EBSCO and JSTOR) were searched to December 2015. Out of 625 identified records, thorough evaluation for eligibility resulted in 15 relevant studies being subjected to data analysis. The quality of the identified research was assessed according to the Standard Quality Assessment Criteria for Evaluating Primary Research Papers from a Variety of Fields. The data were analysed by means of thematic synthesis for systematic reviews of qualitative research. Findings: Data analysis revealed five key themes. The themes developed were: (1) personality traits (2) types of adjustment, (3) language, (4) culture and (5) coping strategies. Types of adjustment included subthemes such as: Interaction, general, work, psychological, sociocultural and cross-cultural adjustment. Conclusion: The present review supported previous literature on the different themes of adjustment and it takes the focus from work and general adjustment to the psychological challenges and it introduces the psychological adjustment. It also gives a different perspective about the use of cross-cultural training and the coping strategies expatriates use when they are abroad. This review helps counselling psychologists to understand the importance of a multicultural approach when working with expatriates and also to be aware of what expatriates might face when working and living in East Asia.

Keywords: Expatriates, adjustment, East Asia, counselling psychology.

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Authors: Karen Armstrong

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This paper offers suggestions for educators at all levels about how to better prepare our students for the future, by building on the past. The discussion begins with a summary of changes in the World Wide Web, especially as the term Web 3.0 is being heard. The bulk of the discussion is retrospective and concerned with an overview of traditional teaching and research approaches as they evolved during the 20th century beginning with those grounded in the Cartesian reality of IA Richards- (1929) Practical Criticism. The paper concludes with a proposal of five strategies which incorporate timeless elements from the past as well as cutting-edge elements from today, in order to better prepare our students for the future.

Keywords: Web 3.0, Web 2.0 IA Richards, literacy education, new literacies, technology, paradigm shifts.

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Authors: Revaz Gvelesiani

Abstract:

The intrinsic contradictions of entrepreneurship development and self-development strategies complicate the task of reaching compliance between the state economic policy and the company entrepreneurship policy: on the one hand, there is a contradiction between the social and the competitive order within economic order policy and on the other hand, the contradiction exists between entrepreneurship strategy and entrepreneurship culture within entrepreneurship policy.

Keywords: Economic Order Policy, Entrepreneurship, Development Contradictions, Self-Development Contradictions.

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Authors: Oluwatosin A. Ijabadeniyi

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The fact that traditional food safety system in the absence of food safety culture is inadequate has recently become a cause of concern for food safety professionals and other stakeholders. Focusing on implementation of traditional food safety system i.e HACCP prerequisite program and HACCP without the presence of food safety culture in the food industry has led to the processing, marketing and distribution of contaminated foods. The results of this are regular out breaks of food borne illnesses and recalls of foods from retail outlets with serious consequences to the consumers and manufacturers alike. This article will consider the importance of food safety culture, the cases of outbreaks and recalls that occurred when companies did not make food safety culture a priority. Most importantly, the food safety cultures of some food industries in South Africa were assessed from responses to questionnaires from food safety/food industry professionals in Durban South Africa. The article was concluded by recommending that both food industry employees and employers alike take food safety culture seriously.

Keywords: Good Manufacturing Practices (GMPs), food borne illnesses, food safety culture, food safety system, HACCP.

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Authors: Jaroslav Pavlíček

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Company strategy expresses a basic idea of how to reach company objectives. A whole range of models of strategic management are used in practice. The concept of strategic management should fulfill some basic requirements to make it applicable for both the typical, but also more specific company environment. The financial strategy plays an important role in corporate strategy. The paper develops a methodology of strategic model implementing into the category of micro, small and medium-sized enterprises (SMEs). Furthermore, the methodology recommends procedures while solving an up-to-date worldwide task of the definition of the company strategy and its financial strategy.

Keywords: corporate strategy, financial strategy, corporate planning

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Authors: S. Raja Ratna, R. Ravi

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Wireless networks are built upon the open shared medium which makes easy for attackers to conduct malicious activities. Jamming is one of the most serious security threats to information economy and it must be dealt efficiently. Jammer prevents legitimate data to reach the receiver side and also it seriously degrades the network performance. The objective of this paper is to provide a general overview of jamming in wireless network. It covers relevant works, different jamming techniques, various types of jammers and typical prevention techniques. Challenges associated with comparing several anti-jamming techniques are also highlighted.

Keywords: Channel, Cryptography, Frequency, Jamming, Legitimate, Security, Wavelength.

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Authors: Niklas Echterhoff, Benjamin Amshoff, Jürgen Gausemeier

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Creativity is often based on an unorthodox recombination of knowledge; in fact: 80% of all innovations use given knowledge and put it into a new combination. Cross-industry innovations follow this way of thinking and bring together problems and solution ideas from different industries. Therefore analogies and search strategies have to be developed. Taking this path, the questions where to search, what to search and how to search have to be answered. Afterwards, the gathered information can be used within a planned search process. Identified solution ideas have to be assessed and analyzed in detail for the success promising adaption planning.

Keywords: analogy building, cross-industry innovations, knowledge transfer, solution adaption.

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Authors: Randle O. A., Olugbara, O. O., Lall M.

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In this paper we describe a hybrid technique of Minimax search and aggregate Mahalanobis distance function synthesis to evolve Awale game player. The hybrid technique helps to suggest a move in a short amount of time without looking into endgame database. However, the effectiveness of the technique is heavily dependent on the training dataset of the Awale strategies utilized. The evolved player was tested against Awale shareware program and the result is appealing.

Keywords: Minimax Search, Mahalanobis Distance, Strategic Game, Awale

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Authors: Chuang-Hung Lin, Cheng-Yuan Hsu, Jia-Yan Lin

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It is an indispensible strategy to adopt greenery approach on architectural bases so as to improve ecological habitats, decrease heat-island effect, purify air quality, and relieve surface runoff as well as noise pollution, all of which are done in an attempt to achieve sustainable environment. How we can do with plant design to attain the best visual quality and ideal carbon dioxide fixation depends on whether or not we can appropriately make use of greenery according to the nature of architectural bases. To achieve the goal, it is a need that architects and landscape architects should be provided with sufficient local references. Current greenery studies focus mainly on the heat-island effect of urban with large scale. Most of the architects still rely on people with years of expertise regarding the adoption and disposition of plantation in connection with microclimate scale. Therefore, environmental design, which integrates science and aesthetics, requires fundamental research on landscape environment technology divided from building environment technology. By doing so, we can create mutual benefits between green building and the environment. This issue is extremely important for the greening design of the bases of green buildings in cities and various open spaces. The purpose of this study is to establish plant selection and allocation strategies under different building sunshade levels. Initially, with the shading of sunshine on the greening bases as the starting point, the effects of the shades produced by different building types on the greening strategies were analyzed. Then, by measuring the PAR (photosynthetic active radiation), the relative DLI (daily light integral) was calculated, while the DLI Map was established in order to evaluate the effects of the building shading on the established environmental greening, thereby serving as a reference for plant selection and allocation. The discussion results were to be applied in the evaluation of environment greening of greening buildings and establish the “right plant, right place” design strategy of multi-level ecological greening for application in urban design and landscape design development, as well as the greening criteria to feedback to the eco-city greening buildings.

Keywords: Daily light integral, plant design, urban open space.

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Authors: Zarine Avetisyan

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The present paper presents the discussion of scholars concerning speech impact, peculiarities of its realization, speech strategies and techniques in particular. Departing from the viewpoints of many prominent linguists, the paper suggests that manipulative argumentation be viewed as a most pervasive speech strategy with a certain set of techniques which are to be found in modern American political discourse. The precedence of their occurrence allows us to regard them as pragmatic patterns of speech impact realization in effective public speaking.

Keywords: Manipulative argumentation, political discourse, speech impact, technique.

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