Search results for: business data type

Authors: M. Kamal Elbokl, Negadi Kheira

Abstract:

Risk Evaluation is an important step in protecting your workers and your business, as well as complying with the law. It helps you focus on the risks that really matter in your workplace – the ones with the potential to cause real harm. We are in this paper introduce basics of risk assessment then we mention some of ways to risk evaluation by computer especially Monte Carlo simulation and Microsoft project.

We use Program Evaluation and Review Technique (PERT) to deal with Risks in Industrial Facilities in Evaluation and Assessment for this risk. Using PERT Technique in Microsoft Project by the PERT toolbar and using PERTMASTER Program with Primavera Program we evaluate many hazards and make calculations for that by mathematical equation to make right decisions. We define and calculate risk factor and risk severity to ranking the type of the risk then dealing with it using in that many ways like probability computation, curves, and tables. By introducing variables in the equation of functions in computer programs we calculate the risk in the time and the cost in general case and then mention some examples in industrial facilities field.

Keywords: Risk, Industrial Facilities, PERT, Monte Carlo Simulation.

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Authors: P. K. Nagarajan, P. Sivashanmugam

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Experimental investigation of heat transfer and friction factor characteristics of circular tube fitted with 300 right-left helical screw inserts with 100 mm spacer of different twist ratio has been presented for laminar and turbulent flow.. The experimental data obtained were compared with those obtained from plain tube published data. The heat transfer coefficient enhancement for 300 RL inserts with 100 mm spacer is quite comparable with for 300 R-L inserts. Performance evaluation analysis has been made and found that the performance ratio increases with increasing Reynolds number and decreasing twist ration with the maximum for the twist ratio 2.93. Also, the performance ratio of more than one indicates that the type of twist inserts can be used effectively for heat transfer augmentation.

Keywords: Heat transfer augmentation, right-left helical screw inserts with spacer, Twist ratio, Heat Transfer

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Authors: Monica Dudian , Raluca Andreea Popa

Abstract:

This article analyses the relationship between sovereign credit risk rating and gross domestic product for Central and Eastern European Countries for the period 1996 – 2010. In order to study the metioned relationship, we have used a numerical transformation of the risk qualification, thus: we marked 0 the lowest risk; then, we went on ascending, with a pace of 5, up to the score of 355 corresponding to the maximum risk. The used method of analysis is that of econometric modelling with EViews 7.0. programme. This software allows the analysis of data into a pannel type system, involving a mix of periods of time and series of data for different entities. The main conclusion of the work is the one confirming the negative relationship between the sovereign credit risk and the gross domestic product for the Central European and Eastern countries during the reviewed period.

Keywords: credit rating agencies, economic growth, gross domestic product, sovereign credit risk rating.

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Authors: M. Amberg, M. Gepp, S. Horn

Abstract:

In today-s economy plant engineering faces many challenges. For instance the intensifying competition in this business is leading to cost competition and needs for a shorter time-to-market. To remain competitive companies need to make their businesses more profitable by implementing improvement programs such as standardization projects. But they have difficulties to tap their full economic potential for various reasons. One of them is non-holistic planning and implementation of standardization projects. This paper describes a new conceptual framework - the layer-model. The model combines and expands existing proven approaches in order to improve design, implementation and management of standardization projects. Based on a holistic approach it helps to systematically analyze the effects of standardization projects on different business layers and enables companies to better seize the opportunities offered by standardization.

Keywords: layer model, plant engineering, standardization.

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Authors: Y. Duvarci, S. Mizokami

Abstract:

Today, the preferences and participation of the TD groups such as the elderly and disabled is still lacking in decision-making of transportation planning, and their reactions to certain type of policies are not well known. Thus, a clear methodology is needed. This study aimed to develop a method to extract the preferences of the disabled to be used in the policy-making stage that can also guide to future estimations. The method utilizes the combination of cluster analysis and data filtering using the data of the Arao city (Japan). The method is a process that follows: defining the TD group by the cluster analysis tool, their travel preferences in tabular form from the household surveys by policy variableimpact pairs, zones, and by trip purposes, and the final outcome is the preference probabilities of the disabled. The preferences vary by trip purpose; for the work trips, accessibility and transit system quality policies with the accompanying impacts of modal shifts towards public mode use as well as the decreasing travel costs, and the trip rate increase; for the social trips, the same accessibility and transit system policies leading to the same mode shift impact, together with the travel quality policy area leading to trip rate increase. These results explain the policies to focus and can be used in scenario generation in models, or any other planning purpose as decision support tool.

Keywords: Transportation Disadvantaged, Disabled, Mixed Preference, Stated Preference Data.

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Authors: Raúl González Muñoz, Essam Shehab, Martin Weinitzke, Chris Fowler, Paul Baguley

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Software applications have become crucial to the aerospace industry, providing a wide range of functionalities and capabilities used during the design, manufacturing and support of aircraft. However, as this criticality increases, so too does the risk for business operations when facing a software failure. Hence, there is a need for new methodologies to be developed to support aerospace companies in effectively managing their software portfolios, avoiding the hazards of business disruption and additional costs. This paper aims to provide a definition of operational software maturity, and how this can be used to assess software operational behaviour, as well as a view on the different aspects that drive software maturity within the aerospace industry. The key research question addressed is, how can operational software maturity monitoring assist the aerospace industry in effectively managing large software portfolios? This question has been addressed by conducting an in depth review of current literature, by working closely with aerospace professionals and by running an industry case study within a major aircraft manufacturer. The results are a software maturity model composed of a set of drivers and a prototype tool used for the testing and validation of the research findings. By utilising these methodologies to assess the operational maturity of software applications in aerospace, benefits in maintenance activities and operations disruption avoidance have been observed, supporting business cases for system improvement.

Keywords: Aerospace, capability maturity model, software maturity, software lifecycle.

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Authors: José Alberto García Fernández, Zhimin Du, Xinqiao Jin

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Nowadays, data center industry faces strong challenges for increasing the speed and data processing capacities while at the same time is trying to keep their devices a suitable working temperature without penalizing that capacity. Consequently, the cooling systems of this kind of facilities use a large amount of energy to dissipate the heat generated inside the servers, and developing new cooling techniques or perfecting those already existing would be a great advance in this type of industry. The installation of a temperature sensor matrix distributed in the structure of each server would provide the necessary information for collecting the required data for obtaining a temperature profile instantly inside them. However, the number of temperature probes required to obtain the temperature profiles with sufficient accuracy is very high and expensive. Therefore, other less intrusive techniques are employed where each point that characterizes the server temperature profile is obtained by solving differential equations through simulation methods, simplifying data collection techniques but increasing the time to obtain results. In order to reduce these calculation times, complicated and slow computational fluid dynamics simulations are replaced by simpler and faster finite element method simulations which solve the Burgers‘ equations by backward, forward and central discretization techniques after simplifying the energy and enthalpy conservation differential equations. The discretization methods employed for solving the first and second order derivatives of the obtained Burgers‘ equation after these simplifications are the key for obtaining results with greater or lesser accuracy regardless of the characteristic truncation error.

Keywords: Burgers’ equations, CFD simulation, data center, discretization methods, FEM simulation, temperature profile.

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Authors: D. Prangchumpol

Abstract:

Server provisioning is one of the most attractive topics in virtualization systems. Virtualization is a method of running multiple independent virtual operating systems on a single physical computer. It is a way of maximizing physical resources to maximize the investment in hardware. Additionally, it can help to consolidate servers, improve hardware utilization and reduce the consumption of power and physical space in the data center. However, management of heterogeneous workloads, especially for resource utilization of the server, or so called provisioning becomes a challenge. In this paper, a new concept for managing workloads based on user behavior is presented. The experimental results show that user behaviors are different in each type of service workload and time. Understanding user behaviors may improve the efficiency of management in provisioning concept. This preliminary study may be an approach to improve management of data centers running heterogeneous workloads for provisioning in virtualization system.

Keywords: association rule, provisioning, server virtualization.

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Authors: Mouna Mallem, Majid Tlidjane

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The study realized on alive lambs in two different areas mountain and plain in Batna region, aims to demonstrate the possible effect of field type on cupric status of lambs, through evaluation of copper contents in the chain: soil – plant – animal by atomic absorption spectrophotometry. This comparative study also allowed the investigation of the influence of the age and the season. The results obtained show that contents of copper in the soil, forage in the same way as in the plasma of lambs are higher in the plain than in the mountainous area; however, the difference is significant only between the values of feed.

Keywords: Copper, Forage, Lambs, Plasma copper.

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Authors: Amitrajit Sarkar

Abstract:

The use of Electronic Commerce (EC) technologies enables Small Medium Enterprises (SMEs) to improve their efficiency and competitive position. Much of the literature proposes an extensive set of benefits for organizations that choose to adopt and implement ECommerce systems. Factors of Business –to-business (B2B) E-Commerce adoption and implementation have been extensively investigated. Despite enormous attention given to encourage Small Medium Enterprises (SMEs) to adopt and implement E-Commerce, little research has been carried out in identifying the factors of Business-to-Consumer ECommerce adoption and implementation for SMEs. To conduct the study, Tornatsky and Fleischer model was adopted and tested in four SMEs located in Christchurch, New Zealand. This paper explores the factors that impact the decision and method of adoption and implementation of ECommerce systems in automobile industry. Automobile industry was chosen because the product they deal with i.e. cars are not a common commodity to be sold online, despite this fact the eCommerce penetration in automobile industry is high. The factors that promote adoption and implementation of E-Commerce technologies are discussed, together with the barriers. This study will help SME owners to effectively handle the adoption and implementation process and will also improve the chance of successful E-Commerce implementation. The implications of the findings for managers, consultants, and government organizations engaged in promoting E-Commerce adoption and implementation in small businesses and future research are discussed.

Keywords: E-Commerce in SMEs, E-Commerce in automobile industry, B2C E-Commerce, E-Commerce adoption and Implementation, E-Commerce Website Implementation, E-Commerce Models.

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Authors: Eugen Pop, Mihai Barbos, Razvan Lupu

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The client server systems using mobile communications networks for data transmission became very attractive for many economic agents, in the purpose of promoting and offering electronic services to their clients. E-services are suitable for business developing and financial benefits increasing. The products or services can be efficiently delivered to a large number of clients, using mobile Internet access technologies. The clients can have access to e-services, anywhere and anytime, with the support of 3G, GPRS, WLAN, etc., channels bandwidth, data services and protocols. Based on the mobile communications networks evolution and development, a convergence of technological and financial interests of mobile operators, software developers, mobile terminals producers and e-content providers is established. These will lead to a high level of integration of IT&C resources and will facilitate the value added services delivery through the mobile communications networks. In this paper it is presented a client server system, for e-services access, with Smartphones and PDA-s mobile software applications, installed on Symbian and Windows Mobile operating systems.

Keywords: Client server system, e-services access, mobile communications, PDA, Smartphone.

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Authors: Suriyon Tansuriyavong, Yuuta Suzuki, Boonmee Choompol

Abstract:

Wheel-running type moving robot has the restriction on the moving range caused by obstacles or stairs. Solving this weakness, we studied the development of moving robot using airship. Our airship robot moves by recognizing arrow marks on the path. To have the airship robot recognize arrow marks, we used edge-based template matching. To control propeller units, we used PID and PD controller. The results of experiments demonstrated that the airship robot can move along the marks and can go up and down the stairs. It is shown the possibility that airship robot can become a robot which can move at wide range facilities.

Keywords: Template matching, moving robot, airship robot, PID control.

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Authors: Marios M. Hadjiandreou, Raul Conejeros, Ian Wilson

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This study presents a mathematical modeling approach to the planning of HIV therapies on an individual basis. The model replicates clinical data from typical-progressors to AIDS for all stages of the disease with good agreement. Clinical data from rapid-progressors and long-term non-progressors is also matched by estimation of immune system parameters only. The ability of the model to reproduce these phenomena validates the formulation, a fact which is exploited in the investigation of effective therapies. The therapy investigation suggests that, unlike continuous therapy, structured treatment interruptions (STIs) are able to control the increase in both the drug-sensitive and drug-resistant virus population and, hence, prevent the ultimate progression from HIV to AIDS. The optimization results further suggest that even patients characterised by the same progression type can respond very differently to the same treatment and that the latter should be designed on a case-by-case basis. Such a methodology is presented here.

Keywords: AIDS, chemotherapy, mathematical modeling, optimal control, progression.

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Authors: Cristina G. Dascâlu, Corina Dima Cozma, Elena Carmen Cotrutz

Abstract:

The medical data statistical analysis often requires the using of some special techniques, because of the particularities of these data. The principal components analysis and the data clustering are two statistical methods for data mining very useful in the medical field, the first one as a method to decrease the number of studied parameters, and the second one as a method to analyze the connections between diagnosis and the data about the patient-s condition. In this paper we investigate the implications obtained from a specific data analysis technique: the data clustering preceded by a selection of the most relevant parameters, made using the principal components analysis. Our assumption was that, using the principal components analysis before data clustering - in order to select and to classify only the most relevant parameters – the accuracy of clustering is improved, but the practical results showed the opposite fact: the clustering accuracy decreases, with a percentage approximately equal with the percentage of information loss reported by the principal components analysis.

Keywords: Data clustering, medical data, principal components analysis.

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Authors: Adrian Alvarez, Diego Rial

Abstract:

In this work we present a family of new convergent type methods splitting high order no negative steps feature that allows your application to irreversible problems. Performing affine combinations consist of results obtained with Trotter Lie integrators of different steps. Some examples where applied symplectic compared with methods, in particular a pair of differential equations semilinear. The number of basic integrations required is comparable with integrators symplectic, but this technique allows the ability to do the math in parallel thus reducing the times of which exemplify exhibiting some implementations with simple schemes for its modularity and scalability process.

Keywords: Lie Trotter integrators, Irreversible Problems, Splitting Methods without negative steps, MPI, HPC.

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Authors: S. N. Vijayan, S. Sendhil Kumar

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Recent years have an upward trend in the research of renewable energy sector, due to the low availability of resources and huge consumption of conventional energies. Considerable renewable energy can be achieved from the available solar power with the utilization of collecting systems. Parabolic trough concentrating collector systems are mostly used to utilize maximum availability of solar power. This paper reviews the contributing factors for the overall performance of parabolic trough collectors. Its performance depends on the operating parameters such as the type of receiver and the collector material, medium of heat transfer, type of application and various climatic conditions.

Keywords: Solar radiation, parabolic trough collector, thermal analysis, efficiency.

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Authors: Jo˜ao Paulo Coelho, Wojciech Giernacki, Jos´e Boaventura-Cunha

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The coefficient diagram method is primarily an algebraic control design method whose objective is to easily obtain a good controller with minimum user effort. As a matter of fact, if a system model, in the form of linear differential equations, is known, the user only need to define a time-constant and the controller order. The later can be established regarding the expected disturbance type via a lookup table first published by Koksal and Hamamci in 2004. However an inaccuracy in this table was detected and pointed-out in the present work. Moreover the above mentioned table was expanded in order to enclose any k order type disturbance.

Keywords: Coefficient diagram method, control system design, disturbance rejection.

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Authors: Madhuri Bhavsar, Anupam K Singh, Shrikant Pradhan

Abstract:

Long term rainfall analysis and prediction is a challenging task especially in the modern world where the impact of global warming is creating complications in environmental issues. These factors which are data intensive require high performance computational modeling for accurate prediction. This research paper describes a prototype which is designed and developed on grid environment using a number of coupled software infrastructural building blocks. This grid enabled system provides the demanding computational power, efficiency, resources, user-friendly interface, secured job submission and high throughput. The results obtained using sequential execution and grid enabled execution shows that computational performance has enhanced among 36% to 75%, for decade of climate parameters. Large variation in performance can be attributed to varying degree of computational resources available for job execution. Grid Computing enables the dynamic runtime selection, sharing and aggregation of distributed and autonomous resources which plays an important role not only in business, but also in scientific implications and social surroundings. This research paper attempts to explore the grid enabled computing capabilities on weather indices from HOAPS data for climate impact modeling and change detection.

Keywords: Climate model, Computational Grid, GridApplication, Heterogeneous Grid

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Authors: M. Nili, S. Tavasoli, A. R. Yazdandoost

Abstract:

In this paper, an experimental investigation on the effect of Isfahan Ground Granulate Blast Furnace Slag (GGBS) on the compressive strength development of self-consolidating concrete (SCC) and normal concrete (NC) was performed. For this purpose, Portland cement type I was replaced with GGBS in various Portions. For NC and SCC Mixes, 10*10*10 cubic cm specimens were tested in 7, 28 and 91 days. It must be stated that in this research water to cement ratio was 0.44, cement used in cubic meter was 418 Kg/m³ and Superplasticizer (SP) Type III used in SCC based on Poly-Carboxylic acid. The results of experiments have shown that increasing GGBS Percentages in both types of concrete reduce Compressive strength in early ages.

Keywords: Compressive strength, GGBS, normal concrete, self-consolidating concrete.

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Authors: Myeongjin Park, Ohmin Kwon, Juhyun Park, Sangmoon Lee

Abstract:

This paper proposes improved delay-dependent stability conditions of the linear time-delay systems of neutral type. The proposed methods employ a suitable Lyapunov-Krasovskii’s functional and a new form of the augmented system. New delay-dependent stability criteria for the systems are established in terms of Linear matrix inequalities (LMIs) which can be easily solved by various effective optimization algorithms. Numerical examples showed that the proposed method is effective and can provide less conservative results.

Keywords: Neutral systems, Time-delay, Stability, Lyapunovmethod, LMI.

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Authors: Yanling Zhu, Kai Wang

Abstract:

In this paper, by utilizing the coincidence degree theorem a predator-prey model with modified Leslie-Gower Hollingtype II schemes and a deviating argument is studied. Some sufficient conditions are obtained for the existence of positive periodic solutions of the model.

Keywords: Predator-prey model, Holling II type functional response, positive periodic solution, coincidence degree theorem.

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Authors: N. Feroze, M. Aslam

Abstract:

The paper deals with the maximum likelihood estimation of the parameters of the Burr type V distribution based on left censored samples. The maximum likelihood estimators (MLE) of the parameters have been derived and the Fisher information matrix for the parameters of the said distribution has been obtained explicitly. The confidence intervals for the parameters have also been discussed. A simulation study has been conducted to investigate the performance of the point and interval estimates.

Keywords: Fisher information matrix, confidence intervals, censoring.

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Authors: K. J. Kachiashvili

Abstract:

The Comparison analysis of the Wald-s and Bayestype sequential methods for testing hypotheses is offered. The merits of the new sequential test are: universality which consists in optimality (with given criteria) and uniformity of decision-making regions for any number of hypotheses; simplicity, convenience and uniformity of the algorithms of their realization; reliability of the obtained results and an opportunity of providing the errors probabilities of desirable values. There are given the Computation results of concrete examples which confirm the above-stated characteristics of the new method and characterize the considered methods in regard to each other.

Keywords: Errors of types I and II, likelihood ratio, the Bayes Type Sequential test, the Wald's sequential test, averaged number of observations.

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Authors: Jingling Li, Yi Zhang, Wei Liang, Tao Cui, Jun Li

Abstract:

Compared with terrestrial network, the traffic of spatial information network has both self-similarity and short correlation characteristics. By studying its traffic prediction method, the resource utilization of spatial information network can be improved, and the method can provide an important basis for traffic planning of a spatial information network. In this paper, considering the accuracy and complexity of the algorithm, the spatial information network traffic is decomposed into approximate component with long correlation and detail component with short correlation, and a time series hybrid prediction model based on wavelet decomposition is proposed to predict the spatial network traffic. Firstly, the original traffic data are decomposed to approximate components and detail components by using wavelet decomposition algorithm. According to the autocorrelation and partial correlation smearing and truncation characteristics of each component, the corresponding model (AR/MA/ARMA) of each detail component can be directly established, while the type of approximate component modeling can be established by ARIMA model after smoothing. Finally, the prediction results of the multiple models are fitted to obtain the prediction results of the original data. The method not only considers the self-similarity of a spatial information network, but also takes into account the short correlation caused by network burst information, which is verified by using the measured data of a certain back bone network released by the MAWI working group in 2018. Compared with the typical time series model, the predicted data of hybrid model is closer to the real traffic data and has a smaller relative root means square error, which is more suitable for a spatial information network.

Keywords: Spatial Information Network, Traffic prediction, Wavelet decomposition, Time series model.

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Authors: A. Mubarak, A. I. Augie

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This study investigated the awareness level of green computing possessed by computer users in Kebbi state. Survey method was employed to carry out the study. The study involved computer users from ICT business/training centers around Argungu and Birnin Kebbi areas of Kebbi state. Purposive sampling method was used to draw 156 respondents that volunteer to answer the questionnaire administered for gathering the data of the study. Out of the 156 questionnaires distributed, 121 were used for data analysis. In all, 79 respondents were from Argungu, while 42 were from Birnin Kebbi. The two research questions of the study were answered with descriptive statistic (percentage), and inferential statistics (ANOVA). The findings showed that the most of the computer users do not possess adequate awareness on conscious use of computing system. Also, the study showed that there is no significant difference regarding the consciousness of green computing possesses among computer users in Argungu and Birnin Kebbi. Based on these findings, the study suggested among others an aggressive campaign on green computing practice among computer users in Kebbi state.

Keywords: Green computing, awareness, information technology, Energy Star.

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Authors: Esmaeil Asadzadeh, Mehtab Alam

Abstract:

Progressive collapse of the layered hyperbolic tower shells are studied considering the influences of changes in the supporting columns’ types and angles. 3-D time history analyses employing the finite element method are performed for the towers supported with I-type and ᴧ-type column. It is found that the inclination angle of the supporting columns is a very important parameter in optimization and safe design of the cooling towers against the progressive collapse. It is also concluded that use of Demand Capacity Ratio (DCR) criteria of the linear elastic approach recommended by GSA is un-conservative for the hyperbolic tower shells.

Keywords: Progressive collapse, cooling towers, finite element analysis, crack generation, reinforced concrete.

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Authors: Venugopal Kummamuru

Abstract:

Corporate Governance (CG) is of utmost importance for running a company ethically. It is essential for the growth and success of the corporation. It is intended to increase the accountability of an organization to the larger context of the business environment. The general principles of CG include and are related to Shareholder recognition, Stakeholder interests, and focus on Corporate Social Responsibility (CSR), Clear Board responsibilities, Ethical behavior, and Business transparency. Network Marketing Organizations (NMOs) focus on marketing through direct-sales using people who are associated with the organization but are not their employees. This paper tries to study the importance of Ethics and CSR in an NMO and suggest a basic guideline for CG in NMO(s). This paper could be used as a basis or starting point for conducting an in-depth research to understand the difference in CG practices between NMO(s) and other organizations and define a standard set of guidelines for CG practice.

Keywords: Corporate governance, corporate responsibility, direct selling, network marketing.

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Authors: JaeHwan Yang, Da-Woon Jeong, Seung-Young Kho, Dong-Kyu Kim

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In terms of ITS, information on link characteristic is an essential factor for plan or operation. But in practical cases, not every link has installed sensors on it. The link that does not have data on it is called “Missing Link”. The purpose of this study is to impute data of these missing links. To get these data, this study applies the machine learning method. With the machine learning process, especially for the deep learning process, missing link data can be estimated from present link data. For deep learning process, this study uses “Recurrent Neural Network” to take time-series data of road. As input data, Dedicated Short-range Communications (DSRC) data of Dalgubul-daero of Daegu Metropolitan Area had been fed into the learning process. Neural Network structure has 17 links with present data as input, 2 hidden layers, for 1 missing link data. As a result, forecasted data of target link show about 94% of accuracy compared with actual data.

Keywords: Data Estimation, link data, machine learning, road network.

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Authors: Azza A. Abou-Arab, Marwa H. Mahmoud, Ferial M. Abu-Salem

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This study aimed to determine the influence of some different juice extraction methods (screw type hand operated juice extractor and pressed squeeze juice extractor) as well as drying methods (microwave, solar and oven drying) on the chemical properties of lemon peels. It could be concluded that extraction of juice by screw type and drying of peel using the microwave drying method were the best preparative processing steps methods for lemon peel utilization as food additives.

Keywords: Lemon peel, extraction of juice methods, chemical analysis.

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Authors: Tang Mui Joo, Chan Eang Teng

Abstract:

The use of social media has become more defined. It has been widely used for the purpose of business. More marketers are now using social media as tools to enhance their businesses. Whereas on the other hand, there are more and more people spending their time through mobile apps to be engaged in the social media sites like YouTube, Facebook, Twitter and others. Social media has even become common in Public Relations (PR). It has become number one platform for creating and sharing content. In view to this, social media has changed the rules in PR where it brings new challenges and opportunities to the profession. Although corporate websites, chat-rooms, email customer response facilities and electronic news release distribution are now viewed as standard aspects of PR practice, many PR practitioners are still struggling with the impact of new media though the implementation of social media is potentially reducing the cost of communication. It is to the point that PR practitioners are not fully embracing new media, they are ill-equipped to do so and they have a fear of the technology. Somehow that social media has become a new style of communication that is characterized by conversation and community. It has become a platform that allows individuals to interact with one another and build relationship among each other. Therefore, in the use of business world, consumers are able to interact with those companies that have joined any social media. Based on their experiences with social networking site interactions, they are also exposed to personal interaction while communicating. This paper is to study the impact of social media to PR. This paper discovers the potential changes of PR practices in a developing country like Malaysia. Eventually the study reflects on how PR practitioners are actually using social media in the country. This paper is based on two theories in its development of this research foundation. Media Ecology Theory is to support the impact and changes to PR. Social Penetration Theory is to reflect on how the use of social media is among PRs. This research is using survey with PR practitioners in its data collection. The results have shown that PR professionals value social media more than they actually use it and the way of organizations communicate had been changed due to the transformation of social media.

Keywords: New media, social media, PR.

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