Search results for: Succession planning and Conflict management.

Authors: Jadwiga Klukow, Anna Ksykiewicz-Dorota

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An analysis of the distribution of nurses’ working time constitutes vital information for the management in planning employment. The objective of the study was to analyze the distribution of nurses’ working time in an emergency department. The study was conducted in an emergency department of a teaching hospital in Lublin, in Southeast Poland. The catalogue of activities performed by nurses was compiled by means of continuous observation. Identified activities were classified into four groups: Direct care, indirect care, coordination of work in the department and personal activities. Distribution of nurses’ working time was determined by work sampling observation (Tippett) at random intervals. The research project was approved by the Research Ethics Committee by the Medical University of Lublin (Protocol 0254/113/2010). On average, nurses spent 31% of their working time on direct care, 47% on indirect care, 12% on coordinating work in the department and 10% on personal activities. The most frequently performed direct care tasks were diagnostic activities – 29.23% and treatment-related activities – 27.69%. The study has provided information on the complexity of performed activities and utilization of nurses’ working time. Enhancing the effectiveness of nursing actions requires working out a strategy for improved management of the time nurses spent at work. Increasing the involvement of auxiliary staff and optimizing communication processes within the team may lead to reduction of the time devoted to indirect care for the benefit of direct care.

Keywords: Emergency nurses, nursing care, workload, work sampling.

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Authors: D. Triantakonstantis, D. Stathakis

Abstract:

Urban areas have been expanded throughout the globe. Monitoring and modelling urban growth have become a necessity for a sustainable urban planning and decision making. Urban prediction models are important tools for analyzing the causes and consequences of urban land use dynamics. The objective of this research paper is to analyze and model the urban change, which has been occurred from 1990 to 2000 using CORINE land cover maps. The model was developed using drivers of urban changes (such as road distance, slope, etc.) under an Artificial Neural Network modelling approach. Validation was achieved using a prediction map for 2006 which was compared with a real map of Urban Atlas of 2006. The accuracy produced a Kappa index of agreement of 0,639 and a value of Cramer's V of 0,648. These encouraging results indicate the importance of the developed urban growth prediction model which using a set of available common biophysical drivers could serve as a management tool for the assessment of urban change.

Keywords: Artificial Neural Networks, CORINE, Urban Atlas, Urban Growth Prediction.

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Authors: Duangsamorn Rungsawanpho

Abstract:

The objectives of this paper are to explore the corporate cultures management as determinants of employee retention company in Thailand. This study using mixed method methodology. Data collection using questionnaires and in-depth interviews. The statistics used for data analysis were percentage, mean, standard deviation and inferential statistics will include. The results show that the corporate management culture is perfect for any organization but it depends on the business and the industry because the situations or circumstances that corporate executives are met is different. Because the finding explained that the employees of the company determine the achievement of value-oriented by the corporate culture and international relations is perceived most value for their organizations. In additional we found the employees perceiving with participation can be interpreted as a positive example, many employees feel that they are part of management because they care about their opinions or ideas related with their work.

Keywords: Corporate culture, employee retention, retention of employees, management approaches.

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Authors: H. Ifassiouen, H. Medromi, N. E. Radhy

Abstract:

In this paper, we present the recently implemented approach allowing dynamics systems to plan its actions, taking into account the environment perception changes, and to control their execution when uncertainty and incomplete knowledge are the major characteristics of the situated environment [1],[2],[3],[4]. The control distributed architecture has three modules and the approach is related to hierarchical planning: the plan produced by the planner is further refined at the control layer that in turn supervises its execution by a functional level. We propose a new intelligent distributed architecture constituted by: Multi-Agent subsystem of the sensor, of the interpretation and representation of environment [9], of the dynamic localization and of the action. We tested this distributed architecture with dynamic system in the known environment. The autonomous for Rotor Mini Rotorcraft task is described by the primitive actions. The distributed controlbased on multi-agent system is in charge of achieving each task in the best possible way taking into account the context and sensory feedback.

Keywords: Autonomous four rotors helicopter, Control system, Hierarchical planning, Intelligent Distributed Architecture.

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Authors: M.Bilal Bagbanci, Ozlem Koprulu Bagbanci

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Bursa, since the establishment of the Ottoman Empire, being on the important trade roads and having a capital accumulation as a result of silk production, was one of the first cities of modernization activities applied. Bursa maintained its importance even during the Republican Period and became one of the most important cities of the country and today is the fourth biggest and the industrialized city in Turkey. Social, political, economical and cultural changes occured with the reforms starting with the 1839 Edict of Tanzimat that aimed at modernizing the society and the government and centralizing the political power began in the Ottoman Empire. After the Tanzimat Reforms transformation of the city changed and planning processes began in Bursa according to the vision of Governors. The theresholds of the city are very important data for a sustainable planning for the city planners. Main aim of this study is to investigate the changes and transformations of the city according to the changes in the socio-economical and cultural properties for the city planners.

Keywords: Transportation, urbanization, Tanzimat reforms, modernization.

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Authors: Watchara Songserm, Teeradej Wuttipornpun

Abstract:

This paper presents a genetic algorithm based permutation and non-permutation scheduling heuristics (GAPNP) to solve a multi-stage finite capacity material requirement planning (FCMRP) problem in automotive assembly flow shop with unrelated parallel machines. In the algorithm, the sequences of orders are iteratively improved by the GA characteristics, whereas the required operations are scheduled based on the presented permutation and non-permutation heuristics. Finally, a linear programming is applied to minimize the total cost. The presented GAPNP algorithm is evaluated by using real datasets from automotive companies. The required parameters for GAPNP are intently tuned to obtain a common parameter setting for all case studies. The results show that GAPNP significantly outperforms the benchmark algorithm about 30% on average.

Keywords: Finite capacity MRP, genetic algorithm, linear programming, flow shop, unrelated parallel machines, application in industries.

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Authors: Abu Bakar Sambah, Fusanori Miura

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Remote sensing image processing, spatial data analysis through GIS approach, and analytical hierarchy process were introduced in this study for assessing the vulnerability area and inundation area due to tsunami hazard in the area of Rikuzentakata, Iwate Prefecture, Japan. Appropriate input parameters were derived from GSI DEM data, ALOS AVNIR-2, and field data. We used the parameters of elevation, slope, shoreline distance, and vegetation density. Five classes of vulnerability were defined and weighted via pairwise comparison matrix. The assessment results described that 14.35km² of the study area was under tsunami vulnerability zone. Inundation areas are those of high and slightly high vulnerability. The farthest area reached by a tsunami was about 7.50km from the shoreline and shows that rivers act as flooding strips that transport tsunami waves into the hinterland. This study can be used for determining a priority for land-use planning in the scope of tsunami hazard risk management.

Keywords: AHP, GIS, remote sensing, tsunami vulnerability.

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Authors: A. Abdullah Saleh, A. H. Mohammed, M. N. Abdullah

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Recently, universities are increasingly consuming energy to support various activities. A large population of staff and students in Malaysian universities has led to excessive energy consumption which directly gives an impact to the environment. The key question then ascended “How well is an energy management (EM) been practiced in universities without taking the Critical Success Factors (CSFs) into consideration to ensure the management of university achieves the goals in reducing energy consumption. Review on past literature is carried out to establish CSFs for EM best practices. Thus, this paper highlighted the CSFs which have to be focused on by management of university to successfully measure the EM implementation and its performance. At the end of this paper, a theoretical framework is developed for EM success factors towards sustainable university.

Keywords: Critical success factors, energy management, sustainability, Malaysian universities.

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Authors: Pavel Vazan, Pavol Tanuska, Michal Kebisek

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The paper gives the pilot results of the project that is oriented on the use of data mining techniques and knowledge discoveries from production systems through them. They have been used in the management of these systems. The simulation models of manufacturing systems have been developed to obtain the necessary data about production. The authors have developed the way of storing data obtained from the simulation models in the data warehouse. Data mining model has been created by using specific methods and selected techniques for defined problems of production system management. The new knowledge has been applied to production management system. Gained knowledge has been tested on simulation models of the production system. An important benefit of the project has been proposal of the new methodology. This methodology is focused on data mining from the databases that store operational data about the production process.

Keywords: data mining, data warehousing, management of production system, simulation

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Authors: Zhaocheng Shang

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In order to study the topic of cities crossing rivers, a Four-Dimensional Analysis Method consisting of timeline, X-axis, Y-axis, and Z-axis is proposed. Policies, plans, and their implications are summarized and researched along with the timeline. The X-axis is the direction which is parallel to the river. The research area was chosen because of its important connection function. It is proposed that more surface water network should be built because of the ecological orientation of the research area. And the analysis of groundwater makes it for sure that the proposal is feasible. After the blue water network is settled, the green landscape network which is surrounded by it could be planned. The direction which is transversal to the river (Y-axis) should run through the transportation axis so that the urban texture could stretch in an ecological way. Therefore, it is suggested that the work of the planning bureau and river bureau should be coordinated. The Z-axis research is on the section view of the river, especially on the Yellow River’s special feature of being a perched river. Based on water control safety demands, river parks could be constructed on the embankment buffer zone, whereas many kinds of ornamental trees could be used to build the buffer zone. City Crossing River is a typical case where we make use of landscaping to build a symbiotic relationship between the urban landscape architecture and the environment. The local environment should be respected in the process of city expansion. The planning order of "Benefit- Flood Control Safety" should be replaced by "Flood Control Safety - Landscape Architecture- People - Benefit".

Keywords: Blue-Green landscape network, city crossing river, four-dimensional analysis method, planning order.

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Authors: Xi Pei, Ruifen Cao, Hui Liu, Chufeng Jin, Mengyun Cheng, Huaqing Zheng, Yican Wu, FDS Team

Abstract:

In intensity modulated radiation therapy (IMRT) treatment planning, beam angles are usually preselected on the basis of experience and intuition. Therefore, getting an appropriate beam configuration needs a very long time. Based on the present situation, the paper puts forward beam orientation optimization using ant colony optimization (ACO). We use ant colony optimization to select the beam configurations, after getting the beam configuration using Conjugate Gradient (CG) algorithm to optimize the intensity profiles. Combining with the information of the effect of pencil beam, we can get the global optimal solution accelerating. In order to verify the feasibility of the presented method, a simulated and clinical case was tested, compared with dose-volume histogram and isodose line between target area and organ at risk. The results showed that the effect was improved after optimizing beam configurations. The optimization approach could make treatment planning meet clinical requirements more efficiently, so it had extensive application perspective.

Keywords: intensity modulated radiation therapy, ant colonyoptimization, Conjugate Gradient algorithm

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Authors: Ornst J., Voracek J., Allouache A., Allouache D.

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Lack of resources for road infrastructure financing is a problem that currently affects not only eastern European economies but also many other countries especially in relation to the impact of global financial crisis. In this context, we are talking about the socalled short-investment problem as a result of long-term lack of investment resources. Based on an analysis of road infrastructure financing in the Czech Republic this article points out at weaknesses of current system and proposes a long-term planning methodology supported by system approach. Within this methodology and using created system dynamic model the article predicts the development of short-investment problem in the Country and in reaction on the downward trend of certain sources the article presents various scenarios resulting from the change of the structure of financial sources. In the discussion the article focuses more closely on the possibility of introduction of tax on vehicles instead of taxes with declining revenue streams and estimates its approximate price in relation to reaching various solutions of short-investment in time.

Keywords: Road financing, road infrastructure development, system dynamics

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Authors: Amel Ltifi, Ahmed Zouinkhi, Med Salim Bouhlel

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Spontaneous networks such as VANET are in general deployed in an open and thus easily accessible environment. Therefore, they are vulnerable to attacks. Trust management is one of a set of security solutions dedicated to this type of networks. Moreover, the strong mobility of the nodes (in the case of VANET) makes the establishment of a trust management system complex. In this paper, we present a concept of ‘Active Vehicle’ which means an autonomous vehicle that is able to make decision about trustworthiness of alert messages transmitted about road accidents. The behavior of an “Active Vehicle” is modeled using Petri Nets.

Keywords: Component, active vehicle, cooperation, petri nets, trust management, VANET.

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Authors: Tru C. Le, France Cheong

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Although the Vietnamese catfish farming has grown at very high rates in recent years, the industry has also faced many problems affecting its sustainability. This paper studies the perceptions of catfish farmers regarding risk and risk management strategies in their production activities. Specifically, the study aims to measure the consequences, likelihoods, and levels of risks as well as the efficacy of risk management in Vietnamese catfish farming. Data for the study were collected through a sample of 261 catfish farmers in the Mekong Delta, Vietnam using a questionnaire survey in 2008. Results show that, in general, price and production risks were perceived as the most important risks. Farm management and technical measures were perceived more effective than other kinds of risk management strategies in risk reduction. Although price risks were rated as important risks, price risk management strategies were not perceived as important measures for risk mitigation. The results of the study are discussed to provide implications for various industry stakeholders, including policy makers, processors, advisors, and developers of new risk management strategies.

Keywords: Aquaculture, catfish farming, sources of risk, riskmanagement, risk strategies, risk mitigation.

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Authors: Djamel Saba, Fatima Zohra Laallam, Brahim Berbaoui

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This paper presents a contribution to the design of a multi-agent for the energy management system in a hybrid energy system (SEH). The multi-agent-based energy-coordination management system (MA-ECMS) is based mainly on coordination between agents. The agents share the tasks and exchange information through communications protocols to achieve the main goal. This intelligent system can fully manage the consumption and production or simply to make proposals for action he thinks is best. The initial step is to give a presentation for the system that we want to model in order to understand all the details as much as possible. In our case, it is to implement a system for simulating a process control of energy management.

Keywords: Multi agents system, hybrid energy system, communications protocols, modelization, simulation, control process, energy management.

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Authors: Paiboon Jeamponk

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The Bangnanglee Sub-district Administrative Office, Thailand had initiated a policy to environmental protection with encouraging household waste management in order to promote civil responsibility for domestic hygienic. This research studied the household behaviors on solid waste and wastewater management. A sample population of 306 families answered a questionnaire. The study showed that, on average, domestic activities had produced 1.93 kilograms of waste per household per day. It has been found that 79% of the households made several attempts to reduce their own amount of waste. 80% of the households stationed their own garbage bins. 71% managed their waste by selling recyclable products. As for the rest of the waste, 51% burned them, while 29% disposed their waste in the nearby public trashcans and other 13% have them buried. As for wastewater, 60% of the households disposed it into the sewage, whereas 30% disposed them right from their elevated house.

Keywords: Environmental integrated management, environmental protection, household waste management.

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Authors: Aparna Viswanath

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Electricity spot prices are highly volatile under optimal generation capacity scenarios due to factors such as nonstorability of electricity, peak demand at certain periods, generator outages, fuel uncertainty for renewable energy generators, huge investments and time needed for generation capacity expansion etc. As a result market participants are exposed to price and volume risk, which has led to the development of risk management practices. This paper provides an overview of risk management practices by market participants in electricity markets using financial derivatives.

Keywords: Financial Derivatives, Forward, Futures, Options, Risk Management.

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Authors: Wen-Jye Shyr, Chia-Ming Lin, Hung-Yun Feng

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The purpose of this study was to develop an energy management system for university campuses based on the Internet of Things (IoT) technique. The proposed IoT technique based on WebAccess is used via network browser Internet Explore and applies TCP/IP protocol. The case study of IoT for lighting energy usage management system was proposed. Structure of proposed IoT technique included perception layer, equipment layer, control layer, application layer and network layer.

Keywords: Energy management, IoT technique, Sensor, WebAccess

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Authors: Carmen E. Zapata, José F. Jiménez, Mauricio Ramiréz, Natalia A. Cano

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The majority of the urban areas in Latin America face the challenges associated with city planning and development problems, attributed to human, technical, and economical factors; therefore, we cannot ignore the issues related to climate change because the city modifies the natural landscape in a significant way transforming the radiation balance and heat content in the urbanized areas. These modifications provoke changes in the temperature distribution known as “the heat island effect”. According to this phenomenon, we have the need to conceive the urban planning based on climatological patterns that will assure its sustainable functioning, including the particularities of the climate variability. In the present study, it is identified the Local Climate Zones (LCZ) in the Metropolitan Area of the Aburrá Valley (Colombia) with the objective of relocate the air quality monitoring stations as a partial solution to the problem of how to measure representative air quality levels in a city for a local scale, but with instruments that measure in the microscale.

Keywords: Air quality, monitoring, local climatic zones, valley, monitoring stations.

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Authors: Jiaqi Yan, Sherry Sun, Huaiqing Wang, Zhongsheng Hua

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In the highly competitive and rapidly changing global marketplace, independent organizations and enterprises often come together and form a temporary alignment of virtual enterprise in a supply chain to better provide products or service. As firms adopt the systems approach implicit in supply chain management, they must manage the quality from both internal process control and external control of supplier quality and customer requirements. How to incorporate quality management of upstream and downstream supply chain partners into their own quality management system has recently received a great deal of attention from both academic and practice. This paper investigate the collaborative feature and the entities- relationship in a supply chain, and presents an ontology of collaborative supply chain from an approach of aligning service-oriented framework with service-dominant logic. This perspective facilitates the segregation of material flow management from manufacturing capability management, which provides a foundation for the coordination and integration of the business process to measure, analyze, and continually improve the quality of products, services, and process. Further, this approach characterizes the different interests of supply chain partners, providing an innovative approach to analyze the collaborative features of supply chain. Furthermore, this ontology is the foundation to develop quality management system which internalizes the quality management in upstream and downstream supply chain partners and manages the quality in supply chain systematically.

Keywords: Ontology, supply chain quality management, service-oriented architecture, service-dominant logic.

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Authors: Srisawas Siriporn, Rotchanakitumnuai Siriluck

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The study aims to develop a framework of social network management to enhance customer relationship. Social network management of this research is derived from social network site management, individual and organization social network usage motivation. The survey was conducted with organization employees who have used social network to interact with customers. The results reveal that content, link, privacy and security, page design and interactivity are the major issues of social network site management. Content, link, privacy and security, individual and organization motivation have major impacts on encouraging business knowledge sharing among employees. Moreover, Page design and interactivity, content, organization motivation and knowledge sharing can improve customer relationships.

Keywords: Social network management, social network site, motivation, knowledge sharing, customer relationship

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Authors: Alessandra Agostini, Roberto Boselli, Flavio De Paoli, Riccardo Dondi

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The work presented in this paper focus on Knowledge Management services enabling CSCW (Computer Supported Cooperative Work) applications to provide an appropriate adaptation to the user and the situation in which the user is working. In this paper, we explain how a knowledge management system can be designed to support users in different situations exploiting contextual data, users' preferences, and profiles of involved artifacts (e.g., documents, multimedia files, mockups...). The presented work roots in the experience we had in the MILK project and early steps made in the MAIS project.

Keywords: Information Management Systems, InformationRetrieval, Knowledge Management, Mobile CommunicationSystems.

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Authors: Khadija Ali

Abstract:

Prosecution of sexual violence in international criminal law requires not only an understanding of the mechanisms employed to prosecute sexual violence but also a critical analysis of the factors facilitating perpetuation of such crimes in armed conflicts. The extrapolations laid out in this essay delve into the jurisprudence of international criminal law pertaining to sexual and gender based violence followed by the core question of this essay – has the entrenchment of sexual violence as international crimes in the Rome Statute been successful to address such violence in armed conflicts?

Keywords: Conflict, Gender, International Criminal Law Sexual Violence.

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Authors: B. J. C. Perera, D. A. Sachindra, W. Godoy., A.F. Barton, F. Huang

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Many water supply systems in Australia are currently undergoing significant reconfiguration due to reductions in long term average rainfall and resulting low inflows to water supply reservoirs since the second half of the 20th century. When water supply systems undergo change, it is necessary to develop new operating rules, which should consider climate, because the climate change is likely to further reduce inflows. In addition, water resource systems are increasingly intended to be operated to meet complex and multiple objectives representing social, economic, environmental and sustainability criteria. This is further complicated by conflicting preferences on these objectives from diverse stakeholders. This paper describes a methodology to develop optimum operating rules for complex multi-reservoir systems undergoing significant change, considering all of the above issues. The methodology is demonstrated using the Grampians water supply system in northwest Victoria, Australia. Initial work conducted on the project is also presented in this paper.

Keywords: Climate change, Multi-objective planning, Pareto optimal; Stakeholder preference, Statistical downscaling, Water supply systems.

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Authors: Toby Gibbs, Glen Craigie, Suwaree Yordchim

Abstract:

The Speexx results revealed four main factors affecting the success of 190 Thai sophomores as follows: 1) Future English training should be pursued in applied Speexx development. 2) Thai students didn’t see the benefit of having an Online Language Training Program. 3) There is a great need to educate the next generation of learners on the benefits of Speexx within the community. 4) A great majority of Thai Sophomores didn't know what Speexx was. A guideline for self-reliance planning consisted of four aspects: 1) Development planning: by arranging groups to further improve English abilities with the Speexx Language Training program and encourage using Speexx into every day practice. Local communities need to develop awareness of the usefulness of Speexx and share the value of using the program among family and friends. 2) Humanities and Social Science staff should develop skills using this Online Language Training Program to expand on the benefits of Speexx within their departments. 3) Further research should be pursued on the Thai Students progression with Speexx and how it helps them improve their language skills with Business English. 4) University’s and Language centers should focus on using Speexx to encourage learning for any language, not just English.

Keywords: Ability, Comprehension, Sophomore, Speexx.

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Authors: Reza Sigari Tabrizi, Yeap Peik Foong, Nazli Ebrahimi

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The Knowledge Management (KM) Criteria is an essential foundation to evaluate KM outcomes. Different sets of criteria were developed and tailored by many researchers to determine the results of KM initiatives. However, literature review has emphasized on incomplete set of criteria for evaluating KM outcomes. Hence, this paper tried to address the problem of determining the criteria for measuring knowledge management outcomes among different types of Malaysian organizations. Successively, this paper was assumed to develop widely accepted criteria to measure success of knowledge management efforts for Malaysian organizations. Our analysis approach was based on the ANOVA procedure to compare a set of criteria among different types of organizations. This set of criteria was exploited from literature review. It is hoped that this study provides a better picture for different types of Malaysian organizations to establish a comprehensive set of criteria due to measure results of KM programs.

Keywords: KM Criteria, Knowledge Management, KMOutcomes, ANOVA

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Authors: T. M. Al Muhareb, J. Graham-Jones

Abstract:

The service quality is a significant element in aviation industry especially in the international airports. Through this paper, the researchers built a model based on Lean six sigma methodologies and applied it in the departure area at KKIA (King Khalid International Airport) in order to assess it. This model characterized with many special features that can become over the cultural differences in aviation industry since it is considered the most critical circumstance in this field. Applying the model of this study is depending on following the DMAIC procedure systemized in lean thinking aspects. This model of Lean-six-sigma as a managerial procedure is mostly focused on the change management culture that requires high level of planning, organizing, modifying, and controlling in order to benefit from strengths as well as revoke weaknesses.

Keywords: Lean-six-sigma, Service quality, Aviation industry, KKIA (King Khalid International Airport), SERVQUAL.

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Authors: P. K. Panigrahi, Saradindu Ghosh, Dayal R. Parhi

Abstract:

Now-a-days autonomous mobile robots have found applications in diverse fields. An autonomous robot system must be able to behave in an intelligent manner to deal with complex and changing environment. This work proposes the performance of path planning and navigation of autonomous mobile robot using Gravitational Search Algorithm (GSA), Simulated Annealing (SA) and Particle Swarm optimization (PSO) based intelligent controllers in an unstructured environment. The approach not only finds a valid collision free path but also optimal one. The main aim of the work is to minimize the length of the path and duration of travel from a starting point to a target while moving in an unknown environment with obstacles without collision. Finally, a comparison is made between the three controllers, it is found that the path length and time duration made by the robot using GSA is better than SA and PSO based controllers for the same work.

Keywords: Autonomous Mobile Robot, Gravitational Search Algorithm, Particle Swarm Optimization, Simulated Annealing Algorithm.

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Authors: Yannan Wu, An Chen, Yan Zhao

Abstract:

Termination Mechanism is an indispensible part of the emergency management mechanism. Despite of its importance in both theory and practice, it is almost a brand new field for researching. The concept of termination mechanism is proposed firstly in this paper, and the design and implementation which are helpful to guarantee the effect and integrity of emergency management are discussed secondly. Starting with introduction of the problems caused by absent termination and incorrect termination, the essence of termination mechanism is analyzed, a model based on Optimal Stopping Theory is constructed and the termination index is given. The model could be applied to find the best termination time point.. Termination decision should not only be concerned in termination stage, but also in the whole emergency management process, which makes it a dynamic decision making process. Besides, the main subjects and the procedure of termination are illustrated after the termination time point is given. Some future works are discussed lastly.

Keywords: Emergency management, Termination Mechanism, Optimal Termination Model, Decision Making, Optimal StoppingTheory.

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Authors: Pirada Techaratpong

Abstract:

This qualitative research has 2 objectives: to study marketing management of the cultural learning center in Suansunandha Rajabhat University and to suggest guidelines to improve its marketing management. This research is based on a case study of the Arts and Culture Office in Suansunandha Rajabhat University, Bangkok. This research found the Art and Culture Office has no formal marketing management. However, the marketing management is partly covered in the overall business plan, strategic plan, and action plan. The process can be divided into 5 stages. The marketing concept has long been introduced to its policy but not apparently put into action due to inflexible system. Some gaps are found in the process. The research suggests the Art and Culture Office implement the concept of marketing orientation, meeting the needs and wants of its target customers and adapt to the changing situation. Minor guidelines for improvement are provided.

Keywords: Marketing, management, museum, cultural learning center.

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