Search results for: base construction

Authors: Souleymane Oumtanaga, Falilu Abudul Kadiri

Abstract:

Internet is without any doubt the fastest and effective mean of communication making it possible to reach a great number of people in the world. It draws its base from exchange points. Indeed exchange points are used to inter-connect various Internet suppliers and operators in order to allow them to exchange traffic and it is with these interconnections that Internet made its great strides. They thus make it possible to limit the traffic delivered via the operators of transits. This limitation allows a significant improvement of the quality of service, a reduction in the latency time just as a reduction of the cost of connection for the final subscriber. Through this article we will show how the installation of an IXP allows an improvement and a diversification of the services just as a reduction of the Internet connection costs.

Keywords: Quality of service, Exchange point, interconnection, Service providers, bandwidth, traffic, routers, routing table.

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Authors: Kaznah Alshammari, Thomas Beach, Yacine Rezgui

Abstract:

Technological advances in the construction sector are helping to make smart cities a reality by means of Cyber-Physical Systems (CPS). CPS integrate information and the physical world through the use of Information Communication Technologies (ICT). An increasingly common goal in the built environment is to integrate Building Information Models (BIM) with Internet of Things (IoT) and sensor technologies using CPS. Future advances could see the adoption of digital twins, creating new opportunities for CPS using monitoring, simulation and optimisation technologies. However, researchers often fail to fully consider the security implications. To date, it is not widely possible to assimilate BIM data and cybersecurity concepts and, therefore, security has thus far been overlooked. This paper reviews the empirical literature concerning IoT applications in the built environment and discusses real-world applications of the IoT intended to enhance construction practices, people’s lives and bolster cybersecurity. Specifically, this research addresses two research questions: (a) How suitable are the current IoT and CPS security stacks to address the cybersecurity threats facing digital twins in the context of smart buildings and districts? and (b) What are the current obstacles to tackling cybersecurity threats to the built environment CPS? To answer these questions, this paper reviews the current state-of-the-art research concerning digital twins in the built environment, the IoT, BIM, urban cities and cybersecurity. The results of the findings of this study confirmed the importance of using digital twins in both IoT and BIM. Also, eight reference zones across Europe have gained special recognition for their contributions to the advancement of IoT science. Therefore, this paper evaluates the use of digital twins in CPS to arrive at recommendations for expanding BIM specifications to facilitate IoT compliance, bolster cybersecurity and integrate digital twin and city standards in the smart cities of the future.

Keywords: BIM, cybersecurity, digital twins, IoT, urban cities.

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Authors: Chaitanya Sharma, Vikas Upadhyay, A. Tripathi

Abstract:

Friction stir welding and tungsten inert gas welding techniques were employed to weld armor grade aluminum alloy to investigate the effect of welding processes on tensile behavior of weld joints. Tensile tests, Vicker microhardness tests and optical microscopy were performed on developed weld joints and base metal. Welding process influenced tensile behavior and microstructure of weld joints. Friction stir welded joints showed tensile behavior better than tungsten inert gas weld joints.

Keywords: Friction stir welding, microstructure, tensile properties and fracture locations.

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Authors: Kristoffer Clyde Magsino, H. Srikanth Kamath

Abstract:

Wireless Sensor Network is widely used in electronics. Wireless sensor networks are now used in many applications including military, environmental, healthcare applications, home automation and traffic control. We will study one area of wireless sensor networks, which is the routing protocol. Routing protocols are needed to send data between sensor nodes and the base station. In this paper, we will discuss two routing protocols, such as datacentric and hierarchical routing protocol. We will show the output of the protocols using the NS-2 simulator. This paper will compare the simulation output of the two routing protocol using Nam. We will simulate using Xgraph to find the throughput and delay of the protocol.

Keywords: data-centric routing protocol, hierarchical routingprotocol, Nam, NS-2, Routing Protocol, sensor nodes, SPIN, throughput, Xgraph

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Authors: Wei Bai, Ling-Wei Kong, Ai-Guo Guo

Abstract:

Base on extenics theory, the statistical physical and mechanical properties from laboratory experiments are used to evaluate the bearing capacity of lateritic soil foundation. The properties include water content, bulk density, liquid limit, cohesion, and so on. The matter-element and the dependent function are defined. Then the synthesis dependent degree and the final grade index are calculated. The results show that predicted outcomes can be matched with the in-situ test data, and a evaluate grade associate with bearing capacity can be deduced. The results provide guidance to assess and determine the bearing capacity grade of lateritic soil foundation.

Keywords: Lateritic soil, bearing capacity, extenics theory, plate loading test.

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Authors: Samuel Carpintero

Abstract:

Public-private partnerships (PPP) arrangements have been extensively used in Canada, where the participation of private companies in financing and managing infrastructure projects has increased significantly in the last decade, particularly in the transportation sector. This paper analyses the evolution of the PPP market for transportation projects in Canada and examines the participation of Spanish developers in this market, which have been particularly successful in winning PPP contracts during the last decade.

Keywords: PPP, concession, infrastructure, construction.

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Authors: V. Tereshchenko, V. Muravitskiy

Abstract:

We consider the methods of construction simple polygons for a set S of n points and applying them for searching the minimal area polygon. In this paper we propose the approximate algorithm, which generates the simple polygonalizations of a fixed set of points and finds the minimal area polygon, in O (n3) time and using O(n2) memory.

Keywords: simple polygon, approximate algorithm, minimal area polygon, polygonalizations

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Authors: Hans H. Diel

Abstract:

This paper describes a computer model of Quantum Field Theory (QFT), referred to in this paper as QTModel. After specifying the initial configuration for a QFT process (e.g. scattering) the model generates the possible applicable processes in terms of Feynman diagrams, the equations for the scattering matrix, and evaluates probability amplitudes for the scattering matrix and cross sections. The computations of probability amplitudes are performed numerically. The equations generated by QTModel are provided for demonstration purposes only. They are not directly used as the base for the computations of probability amplitudes. The computer model supports two modes for the computation of the probability amplitudes: (1) computation according to standard QFT, and (2) computation according to a proposed functional interpretation of quantum theory.

Keywords: Computational Modeling, Simulation of Quantum Theory, Quantum Field Theory, Quantum Electrodynamics

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Authors: R. Alipour, F.Najarian

Abstract:

Explosive welding is a process which uses explosive detonation to move the flyer plate material into the base material to produce a solid state joint. Experimental tests have been carried out by other researchers; have been considered to explosively welded aluminium 7039 and steel 4340 tubes in one step. The tests have been done using various stand-off distances and explosive ratios. Various interface geometries have been obtained from these experiments. In this paper, all the experiments carried out were simulated using the finite element method. The flyer plate and collision velocities obtained from the analysis were validated by the pin-measurement experiments. The numerical results showed that very high localized plastic deformation produced at the bond interface. The Ls_dyna_971 FEM has been used for all simulation process.

Keywords: Explosive Welding, Johnson-Cook Equation, Finite Element, JWL Equation.

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Authors: A. Pajaziti, H. Cana

Abstract:

In this paper, the structural genetic algorithm is used to optimize the neural network to control the joint movements of robotic arm. The robotic arm has also been modeled in 3D and simulated in real-time in MATLAB. It is found that Neural Networks provide a simple and effective way to control the robot tasks. Computer simulation examples are given to illustrate the significance of this method. By combining Genetic Algorithm optimization method and Neural Networks for the given robotic arm with 5 D.O.F. the obtained the results shown that the base joint movements overshooting time without controller was about 0.5 seconds, while with Neural Network controller (optimized with Genetic Algorithm) was about 0.2 seconds, and the population size of 150 gave best results.

Keywords: Robotic Arm, Neural Network, Genetic Algorithm, Optimization.

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Authors: R. Chithra, B. Kalaavathi, K. S. Aruna Shivani

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Worldwide Interoperability for Microwave Access, is a broadband technology, which can effectively transmit a data across a group of users using Multicast and Broadcast Service. WiMAX belongs to a family of (IEEE 802.16) standards and is evolving as a fourth generation technology. WiMAX is the next generation technology that offers wireless access over long distances. MBS zone, which is a group of base stations that are broadcasting the same multicast packets which defines Multicast and Broadcast services. Handover is a process of transferring an ongoing call or data session from one channel connected to the core network to another channel. The handover causes authentication, delay, packet loss, jitter that mainly affects the communication. In this paper, we present a survey on handover security issues in WiMAX.

Keywords: WiMAX, Handover, Multicast and Broadcast Security.

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Authors: Jun Luo

Abstract:

In this paper, the smallest such integer k is called by the index (of nilpotence) of B such that Bk = 0. In this paper, we study sign patterns allowing nilpotence of index k and obtain four methods to construct sign patterns allowing nilpotence of index at most k, which generalizes some recent results.

Keywords: Sign pattern, Nilpotence, Jordan block.

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Authors: Tae Kyung Kim, Hee Suk Seo

Abstract:

Sensor networks are often deployed in unattended environments, thus leaving these networks vulnerable to false data injection attacks in which an adversary injects forged reports into the network through compromised nodes, with the goal of deceiving the base station or depleting the resources of forwarding nodes. Several research solutions have been recently proposed to detect and drop such forged reports during the forwarding process. Each design can provide the equivalent resilience in terms of node compromising. However, their energy consumption characteristics differ from each other. Thus, employing only a single filtering scheme for a network is not a recommendable strategy in terms of energy saving. It's very important the threshold determination for message authentication to identify. We propose the recursive contract net protocols which less energy level of terminal node in wireless sensor network.

Keywords: Data filtering, recursive CNP, simulation.

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Authors: Porojan S., Sandu L., Topală F.

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Minor problems arising from optimizations by welding of fixed prostheses frameworks can be identified by macroscopic and microscopic visual inspection. The purpose of this study was to highlight the visible discontinuities present in the laser welds of dental Ni-Cr alloys. Ni-Cr base metal alloys designated for fixed prostheses manufacture were selected for the experiments. Using cast plates, preliminary tests were conducted by laser welding. Macroscopic visual inspection was done carefully to assess the defects of the welding rib. Electron microscopy images allowed visualization of small discontinuities, which escapes visual inspection. Making comparison to Ni-Cr alloys taken in the experiment and laser welded, after visual analysis, the best welds appear for Heraenium NA alloy.

Keywords: macroscopic visual inspection, electron microscopyimages, Ni-Cr dental alloys, laser welding.

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Authors: I. Zamani, M. H. Zarif

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In this paper a method for designing of nonlinear controller for a fuzzy model of Double Inverted Pendulum is proposed. This system can be considered as a fuzzy large-scale system that includes offset terms and disturbance in each subsystem. Offset terms are deterministic and disturbances are satisfied a matching condition that is mentioned in the paper. Based on Lyapunov theorem, a nonlinear controller is designed for this fuzzy system (as a model reference base) which is simple in computation and guarantees stability. This idea can be used for other fuzzy large- scale systems that include more subsystems Finally, the results are shown.

Keywords: Controller, Fuzzy Double Inverted Pendulums, Fuzzy Large-Scale Systems, Lyapunov Stability.

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Authors: Guneet Saini, Shahrukh, Sunil Sharma

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Traffic congestion is the most critical issue faced by those in the transportation profession today. Over the past few years, roundabouts have been recognized as a measure to promote efficiency at intersections globally. In developing countries like India, this type of intersection still faces a lot of issues, such as bottleneck situations, long queues and increased waiting times, due to increasing traffic which in turn affect the performance of the entire urban network. This research is a case study of a non-conventional roundabout, in terms of geometric design, in a small town in India. These types of roundabouts should be analyzed for their functionality in mixed traffic conditions, prevalent in many developing countries. Microscopic traffic simulation is an effective tool to analyze traffic conditions and estimate various measures of operational performance of intersections such as capacity, vehicle delay, queue length and Level of Service (LOS) of urban roadway network. This study involves analyzation of an unsymmetrical non-circular 6-legged roundabout known as “Kala Aam Chauraha” in a small town Bulandshahr in Uttar Pradesh, India using VISSIM simulation package which is the most widely used software for microscopic traffic simulation. For coding in VISSIM, data are collected from the site during morning and evening peak hours of a weekday and then analyzed for base model building. The model is calibrated on driving behavior and vehicle parameters and an optimal set of calibrated parameters is obtained followed by validation of the model to obtain the base model which can replicate the real field conditions. This calibrated and validated model is then used to analyze the prevailing operational traffic performance of the roundabout which is then compared with a proposed alternative to improve efficiency of roundabout network and to accommodate pedestrians in the geometry. The study results show that the alternative proposed is an advantage over the present roundabout as it considerably reduces congestion, vehicle delay and queue length and hence, successfully improves roundabout performance without compromising on pedestrian safety. The study proposes similar designs for modification of existing non-conventional roundabouts experiencing excessive delays and queues in order to improve their efficiency especially in the case of developing countries. From this study, it can be concluded that there is a need to improve the current geometry of such roundabouts to ensure better traffic performance and safety of drivers and pedestrians negotiating the intersection and hence this proposal may be considered as a best fit.

Keywords: Operational performance, roundabout, simulation, VISSIM, traffic.

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Authors: E. Guercio, A. Marcengo, A. Rapp

Abstract:

This paper draws a methodological framework adopted within an internal Telecomitalia project aimed to identify, on a user centred base, the potential interest towards a technological scenario aimed to extend on a personal bubble the typical communication and media fruition home environment. The problem is that involving user in the early stage of the development of such disruptive technology scenario asking users opinions on something that users actually do not manage even in a rough manner could lead to wrong or distorted results. For that reason we chose an approach that indirectly aim to understand users hidden needs in order to obtain a meaningful picture of the possible interest for a technological proposition non yet easily understandable.

Keywords: Personas, focus groups, scenarios, extended home environment, telecommunication, media.

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Authors: R. Nouri, M.R. Jafari, M. Arain., F. Feizi

Abstract:

The Mahin area is a part of Tarom- Hashtjin zone that located in west of Qazvin province in northwest of Iran. Many copper and base metals ore deposits are hosted by this zone. High potential localities identification in this area is very necessary. The objective of this research, is finding hydrothermal alteration zones by remote sensing methods and best processing technique of Advanced Spaceborne Thermal Emission and Reflection Radiometer (ASTER) data. Different methods such as band ratio, Principal Component Analysis (PCA), Minimum Noise Fraction (MNF) and Least Square Fit (LS-Fit) were used for mapping hydrothermal alteration zones.

Keywords: Hydrothermal alteration, Iran, Mahin, Remote sensing

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Authors: M. Nekri, A. Khelladi

Abstract:

The world wide web network is a network with a complex topology, the main properties of which are the distribution of degrees in power law, A low clustering coefficient and a weak average distance. Modeling the web as a graph allows locating the information in little time and consequently offering a help in the construction of the research engine. Here, we present a model based on the already existing probabilistic graphs with all the aforesaid characteristics. This work will consist in studying the web in order to know its structuring thus it will enable us to modelize it more easily and propose a possible algorithm for its exploration.

Keywords: Clustering coefficient, preferential attachment, small world, Web community.

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Authors: Muhammad Fiaz, Baseerat Rizwan, Naqvi Najam Abbas, Yang Naiding

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The aspiration of this research article is to target and focus the gains of university-Industry (U-I) collaborations and exploring those hurdles which are the obstacles for attaining these gains. University-Industry collaborations have attained great importance since 1980 in USA due to its application in all fields of life. U-I collaboration is a bilateral process where academia is a proactive member to make such alliances. Universities want to ameliorate their academic-base with the technicalities of technobabbles. U-I collaboration is becoming an essential lane for achieving innovative goals in this century. Many developed nations have set successful examples to prove this phenomenon as a catalyst to reduce costs, efforts and personnel for R&D projects. This study is exploits amplitudes of UI collaboration incentives in the light of success stories of developed countries. Many universities in USA, UK, Canada and various European Countries have been engaged with enterprises for numerous collaborative agreements. A long list of strategic and short term R&D projects has been executed in developed countries to accomplish their intended purposes. Due to the lack of intentions, genuine research and research-oriented environment, the mentioned field could not grow very well in developing countries. During last decade, a new wave of research has induced the institutes of developing countries to promote R&D culture especially in Pakistan. Higher Education Commission (HEC) has initiated many projects and funding supports for universities which have collaborative intentions with industry. Findings show that rapid innovation, overwhelm the technological complexities and articulated intellectual-base are major incentives which steer both partners to establish faculty-industry alliances. Everchanging technologies, concerned about intellectual property, different research environment and culture, research relevancy (Basic or applied), exposure differences and diversity of knowledge (bookish or practical) are main barriers to establish and retain joint ventures. Findings also concluded that, it is dire need to support and enhance cooperation among academia and industry to promote highly coordinated research behaviors. Author has proposed a roadmap for developing countries to promote R&D clusters among faculty and industry to deal the technological challenges and innovation complexities. Based on our research findings, Model for R&D Collaboration for developing countries also have been proposed to promote articulated R&D environment. If developing countries follow this phenomenon, rapid innovations can be achieved with limited R&D budget heads.

Keywords: University-Industry Collaboration, Academia, Innovation, R&D Barriers

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Authors: Hanizam Awang, Mohammed Zuhear Al-Mulali

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In this study, the possibility of using unground oil palm ash (UOPA) for producing foamed concrete is investigated. The UOPA used in this study is produced by incinerating palm oil biomass at a temperature exceeding 1000ºC. A semi-structural density of 1300kg/m3 was used with filler to binder ratio of 1.5 and preliminary water to binder ratio of 0.45. Cement was replaced by UOPA at replacement levels of 0, 25, 35, 45, 55 and 65% by weight of binder. Properties such as density, compressive strength, drying shrinkage and water absorption were investigated to the age of 90 days. The mix with a 35% of UOPA content was chosen to be used as the base material of a newly designed interlocking, mortar-less block system.

Keywords: Foamed concrete, oil palm ash, strength, interlocking block.

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Authors: Abir S. Al-Harrasi, Eyad B. Al-Zadjali, Zahran S. Al-Salti

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Entrepreneurship has captured the attention of policy-makers, educators and researchers in the last few decades. It has been regarded as a main driver for economic growth, development and employment generation in many countries worldwide. However, scholars have not agreed on the key factors that impact entrepreneurial intention.  This study attempts, through an extensive literature review, to provide a holistic view and a more comprehensive understanding of the key factors that lead university undergraduate students to become entrepreneurs. A systematic literature review is conducted and several scientific articles and reports have been examined. The results of this study indicate that there are four main sets of factors: the personality-traits factors, contextual factors, motivational factors, and personal background factors. This research will serve as a base for future studies and will have valuable implications for policy makers and educators.

Keywords: Entrepreneurship, Entrepreneurial Intention.

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Authors: Mimi Mohaffyza Mohamad, Yee Mei Heong, Nurfirdawati Muhammad Hanafi Tee Tze Kiong

Abstract:

This study is conducted to investigate the disparity of between learning styles and cognitive abilities specifically in Vocational Education.  Felder and Silverman Learning Styles Model (FSLSM) was applied to measure the students’ learning styles while the content in Building Construction Subject consists; knowledge, skills and problem solving were taken into account in constructing the elements of cognitive abilities. Building Construction is one of the vocational courses offered in Vocational Education structure. There are four dimension of learning styles proposed by Felder and Silverman intended to capture student learning preferences with regards to processing either active or reflective, perception based on sensing or intuitive, input of information used visual or verbal and understanding information represent with sequential or global learner. Felder-Solomon Learning Styles Index was developed based on FSLSM and the questions were used to identify what type of student learning preferences. The index consists 44 item-questions characterize for learning styles dimension in FSLSM. The achievement test was developed to determine the students’ cognitive abilities. The quantitative data was analyzed in descriptive and inferential statistic involving Multivariate Analysis of Variance (MANOVA). The study discovered students are tending to be visual learners and each type of learner having significant difference whereas cognitive abilities there are different finding for each type of learners in knowledge, skills and problem solving. This study concludes the gap between type of learner and the cognitive abilities in few illustrations and it explained how the connecting made. The finding may help teachers to facilitate students more effectively and to boost the student’s cognitive abilities.

Keywords: Learning Styles, Cognitive Abilities, Dimension of Learning Styles, Learning Preferences.

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Authors: Rabindra Prasad Dhakal, Tatsuya Oshima, Yoshinari Baba

Abstract:

The polyfunctional and highly reactive bio-polymer, the chitosan was first regioselectively converted into dialkylated chitosan using dimsyl anionic solution(NaH in DMSO) and bromodecane after protecting amino groups by phthalic anhydride. The dibenzo-18-crown-6-ether, on the other hand, was converted into its carbonyl derivatives via Duff reaction prior to incorporate into chitosan by Schiff base formation. Thus formed diformylated dibenzo-18-crown-6-ether was condensed with lipophilic chitosan to prepare the novel solvent extraction reagent. The products were characterized mainly by IR and 1H-NMR. Hence, the multidentate crown ether-embedded polyfunctional bio-material was tested for extraction of Pd(II) and Pt(IV) in aqueous solution.

Keywords: Lipophilic chitosan, Duff reaction, crown ether and precious metal ions extraction.

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Authors: A. Tavangari, N. Salehzadeh

Abstract:

In the crack growth analysis, the Stress Intensity Factor (SIF) is a fundamental prerequisite. In the present study, the mode I stress intensity factor (SIF) of three-dimensional penny- Shaped crack is obtained in an isotropic elastic cylindrical medium with arbitrary dimensions under arbitrary loading at the top of the cylinder, by the semi-analytical method based on the Rayleigh-Ritz method. This method that is based on minimizing the potential energy amount of the whole of the system, gives a very close results to the previous studies. Defining the displacements (elastic fields) by hypothetical functions in a defined coordinate system is the base of this research. So for creating the singularity conditions at the tip of the crack the appropriate terms should be found.

Keywords: Penny-shaped crack, Stress intensity factor, Fracture mechanics, Ritz method.

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Authors: Amgad A. Farghal, Dina I. El Desouki

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Energy consumption and users’ satisfaction were compared in three LEED certified office buildings in turkey and an office building in Egypt. The field studies were conducted in summer 2012. The measured environmental parameters in the four buildings were indoor air temperature, relative humidity, CO2 percentage and light intensity. The traditional building is located in Smart Village in Abu Rawash, Cairo, Egypt. The building was studied for 7 days resulting in 84 responds. The three rated buildings are in Istanbul; Turkey. A Platinum LEED certified office building is owned by BASF and gained a platinum certificate for new construction and major renovation. The building was studied for 3 days resulting in 13 responds. A Gold LEED certified office building is owned by BASF and gained a gold certificate for new construction and major renovation. The building was studied for 2 days resulting in 10 responds. A silver LEED certified office building is owned by Unilever and gained a silver certificate for commercial interiors. The building was studied for 7 days resulting in 84 responds. The results showed that all buildings had no significant difference regarding occupants’ satisfaction with the amount of lighting, noise level, odor and access to the outdoor view. There was significant difference between occupants’ satisfaction in LEED certified buildings and the traditional building regarding the thermal environment and the perception of the general environment (colors, carpet and decoration. The findings suggest that careful design could lead to a certified building that enhances the thermal environment and the perception of the indoor environment leading to energy consumption without scarifying occupants’ satisfaction.

Keywords: Energy consumption, occupants’ satisfaction, rating systems.

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Authors: V. Lendel, M. Varmus

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The aim of the paper is based on detailed analysis of literary sources and carried out research to develop a model development and implementation of innovation strategy in the business. The paper brings the main results of the authors conducted research on a sample of 462 respondents that shows the current situation in the Slovak enterprises in the use of innovation strategy. Carried out research and analysis provided the base for a model development and implementation of innovation strategy in the business, which is in the paper in detail, step by step explained with emphasis on the implementation process. Implementing the innovation strategy is described a separate model. Paper contains recommendations for successful implementation of innovation strategy in the business. These recommendations should serve mainly business managers as valuable tool in implementing the innovation strategy.

Keywords: innovation, innovation strategy, innovative management, innovative potential

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Authors: M. Amoura, M. Alloti, A. Mouassi, N. Zeraibi

Abstract:

Heat transfer behavior of three different types of nanofluids flowing through a horizontal tube under laminar regime has been investigated numerically. The wall of tube is maintained at constant temperature. Al₂O₃-water, CuO-water and TiO₂-water are used with different Reynolds number and different volume fraction. The numerical results of heat transfer indicate that the Nusselt number of nanofluids is larger than that of the base fluid. The Pressure loss coefficient decreases by increasing Reynolds number for all types of nanofluids. Results of Nusselt number enhancement and pressure loss coefficient enhancement indicate that Al₂O₃ nanoparticules give the best results in term of thermal-hydrolic properties.

Keywords: Heat transfer, Laminar flow, Nanofluid, Numerical study.

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Authors: Mustafa Yorgancılar, Emine Atalay, Necdet Akgün, Ali Topal

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In this study, polymerase chain reaction based Inter-simple sequence repeat (ISSR) from DNA fingerprinting techniques were used to investigate the genetic relationships among barley crossbreed genotypes in Turkey. It is important that selection based on the genetic base in breeding programs via ISSR, in terms of breeding time. 14 ISSR primers generated a total of 97 bands, of which 81 (83.35%) were polymorphic. The highest total resolution power (RP) value was obtained from the F2 (0.53) and M16 (0.51) primers. According to the ISSR result, the genetic similarity index changed between 0.64–095; Lane 3 with Line 6 genotypes were the closest, while Line 36 were the most distant ones. The ISSR markers were found to be promising for assessing genetic diversity in barley crossbreed genotypes.

Keywords: Barley, crossbreed, genetic similarity, ISSR.

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Authors: D. Wrzecionkowska

Abstract:

Mass media campaigns against obesity are often designed to impact large audiences. This usually means that their audience is defined based on general demographic characteristics like age, gender, occupation etc., not taking into account psychographics like behavior, motivations, wants, etc. Using psychographics, as the base for the audience segmentation, is a common practice in case of successful campaigns, as it allows developing more relevant messages. It also serves a purpose of identifying key segments, those that generate the best return on investment. For a health campaign, that would be segments that have the best chance of being converted into healthy lifestyle at the lowest cost. This paper presents the limitations of the demographic targeting, based on the findings from the reception study of IMSS (Mexican Social Security Institute) antiobesity TV commercials and proposes mothers as the first level of segmentation, in the process of identifying the key segment for these campaigns.

Keywords: Anti-obesity campaigns, mothers, segmentation, targeting.

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