Search results for: sensitivity study.

Authors: Basak Oguz Yolcular

Abstract:

A large amount of valuable information is available in plain text clinical reports. New techniques and technologies are applied to extract information from these reports. In this study, we developed a domain based software system to transform 600 Otorhinolaryngology discharge notes to a structured form for extracting clinical data from the discharge notes. In order to decrease the system process time discharge notes were transformed into a data table after preprocessing. Several word lists were constituted to identify common section in the discharge notes, including patient history, age, problems, and diagnosis etc. N-gram method was used for discovering terms co-Occurrences within each section. Using this method a dataset of concept candidates has been generated for the validation step, and then Predictive Apriori algorithm for Association Rule Mining (ARM) was applied to validate candidate concepts.

Keywords: association rule mining, otorhinolaryngology, predictive apriori, text mining

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Authors: Michael W. Markowitz

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A central element of higher education today is the “core” or “general education” curriculum: that configuration of courses that often encompasses the essence of liberal arts education. Ensuring that such offerings reflect the mission and values of the institution is a challenge faced by most college and universities, often more than once. This paper presents an action model of program planning designed to structure the processes of developing, implementing and revising core curricula in a manner consistent with key institutional goals and objectives. Through presentation of a case study from a university in the United States, the elements of needs assessment, stakeholder investment and collaborative compromise are shown as key components of a planning strategy that can produce a general education program that is comprehensive, academically rigorous, assessable, and mission consistent. The paper concludes with recommendations for both the implementation and evaluation of such programs in practice.

Keywords: Academic assessment, academic program planning, curriculum development, general education reform.

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Authors: Tsugunosuke Sakai, Haruya Tamaki, Ryuichi Yoshida, Ryohei Egusa, Etsuji Yamaguchi, Shigenori Inagaki, Fusako Kusunoki, Miki Namatame, Masanori Sugimoto, Hiroshi Mizoguchi

Abstract:

We aim to develop a full-body interaction game that could let children cooperate and interact with other children in small groups. As the first step for our aim, the objective of the full-body interaction game developed in this study is to make interaction between children. The game requires two children to jump together with the same timing. We let children experience the game and answer the questionnaires. The children using several strategies to coordinate the timing of their jumps were observed. These included shouting time, watching each other, and jumping in a constant rhythm as if they were skipping rope. In this manner, we observed the children playing the game while cooperating with each other. The results of a questionnaire to evaluate the proposed interactive game indicate that the jumping game was a very enjoyable experience in which the participants could immerse themselves. Therefore, the game enabled children to experience cooperation with others by using body movements.

Keywords: Children, cooperation, full-body interaction game, kinect sensor.

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Authors: Amin Lotfi Eghlim, Mehran pourgholi

Abstract:

Explosion occurs due to sudden release of energy. Common examples of explosion include chemical, atomic, heat, and pressure tank (due to ignition) explosions. Petroleum, gas, and petrochemical industries operations are threatened by natural risks and processes. Fires and explosions are the greatest process risks which cause financial damages. This study aims at designing a single-floor structure for the control room of a petroleum refinery to be resistant against gas explosion loads, and the information related to the structure specifications have been provided regarding the fact that the structure is made on the ground's surface. In this research, the lateral stiffness of single pile is calculated by SPPLN.FOR computer program, and its value for 13624 KN/m single pile has been assessed. The analysis used due to the loading conditions, is dynamic nonlinear analysis with direct integration method.

Keywords: Gas Explosion Load, Petroleum Refinery, Single-Floor Structure

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Authors: L. Mota, O. Frausto

Abstract:

Marine Protected Areas can benefit from nature based tourism, monitoring environmental impacts and also become target for human presence. From more than 3 million tourists visiting Cozumel Island every year, an average of 2,8 million arrive by cruise ship, and 41% are estimated to have motivation for water activities. The destination is relying so much on the tourism activity, that scuba diving and snorkeling in the National Park Reef of Cozumel sustain the major economic activity. In order to achieve the sustainable development indicator designed for regional environmental development, the PNAC offers a training course to tourism providers to access the protected area. This way, the update of the last 5 years of such training is directed to diving staff, boat crew and professionals, making them able to assist in managing the natural resource. Moreover, the case study is an example to be used for raising awareness among tourists visiting protected areas.

Keywords: Education, Marine Protected Area, scuba diving, sustainability, tourism.

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Authors: Murat Koklu, Yavuz Unal

Abstract:

Data mining can be called as a technique to extract information from data. It is the process of obtaining hidden information and then turning it into qualified knowledge by statistical and artificial intelligence technique. One of its application areas is medical area to form decision support systems for diagnosis just by inventing meaningful information from given medical data. In this study a decision support system for diagnosis of illness that make use of data mining and three different artificial intelligence classifier algorithms namely Multilayer Perceptron, Naive Bayes Classifier and J.48. Pima Indian dataset of UCI Machine Learning Repository was used. This dataset includes urinary and blood test results of 768 patients. These test results consist of 8 different feature vectors. Obtained classifying results were compared with the previous studies. The suggestions for future studies were presented.

Keywords: Artificial Intelligence, Classifiers, Data Mining, Diabetic Patients.

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Authors: Se Kyung Oh, Ary Bachtiar Krishna Putra, Soo Whan Ahn

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A numerical study on the turbulent flow and heat transfer characteristics in the rectangular channel with different types of baffles is carried out. The inclined baffles have the width of 19.8 cm, the square diamond type hole having one side length of 2.55 cm, and the inclination angle of 5o. Reynolds number is varied between 23,000 and 57,000. The SST turbulence model is applied in the calculation. The validity of the numerical results is examined by the experimental data. The numerical results of the flow field depict that the flow patterns around the different baffle type are entirely different and these significantly affect the local heat transfer characteristics. The heat transfer and friction factor characteristics are significantly affected by the perforation density of the baffle plate. It is found that the heat transfer enhancement of baffle type II (3 hole baffle) has the best values.

Keywords: Turbulent flow, rectangular channel, inclined baffle, heat transfer, friction factor.

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Authors: N. K. Paul, S. Saha

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An innovative three dimensional finite element model has beed developed and tested under two point loading system to examine the structural behavior of the longitudinal reinforced concrete Tee-beam bridge girder, reinforcing with steel and shape memory alloy bars respectively. 25% of steel bars are replaced with superelastic Shape Memory Alloy bars in this study. Finite element analysis is performed using ANSYS 11.0 program. Experimentally a model of steel reinforced girder has been casted and its load deflection responses are checked with ANSYS analysis. A comparison of load carrying capacity for the model between steel RC girder and the girder combined reinforcement with SMA and steel are also performed.

Keywords: Shape memory alloy, bridge girder, ANSYS, load-deflection.

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Authors: Eric Y. Zhang, L. Acu

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This paper is to point out the limitations of modern medical research and why the Traditional Chinese Medicine (TCM) can help address the limitations. Many of the modern medical research results are based on the findings in fundamental research disciplines, such as physics, and chemistry. However, this foundation is not as solid as it seems. The theory proposed in this paper, the Law of Chasm, or the Chasm Theory, states that there are two categories of objects to be studied. One is non-life objects, or lifeless objects; the other is living beings, or the objects that are alive. The laws and findings obtained by studying non-life objects may not all be extended to living beings, and vice versa. TCM is the study of medicine based on living beings. Therefore, TCM findings may not exist in the body of the knowledge obtained from studying non-life objects.

Keywords: TCM, Traditional Chinese Medicine, Law of Chasm, Chasm Theory, living-beings, non-life.

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Authors: Laith Jaafer Habeeb

Abstract:

The present study is concerned with the free convective two dimensional flow and heat transfer, within the framework of Boussinesq approximation, in anisotropic fluid filled porous rectangular enclosure subjected to end-to-end temperature difference have been investigated using Lattice Boltzmann method fornon-Darcy flow model. Effects of the moving lid direction (top, bottom, left, and right wall moving in the negative and positive x&ydirections), number of moving walls (one or two opposite walls), the sliding wall velocity, and four different constant temperatures opposite walls cases (two surfaces are being insulated and the twoother surfaces areimposed to be at constant hot and cold temperature)have been conducted. The results obtained are discussed in terms of the Nusselt number, vectors, contours, and isotherms.

Keywords: Numerical simulation, lid-driven cavity flow, saturated porous medium, different velocity and heated walls.

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Authors: A. H. Elkholy, A. H. Falah

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A new approach has been developed to estimate the load share and distribution of worm gear drives, and to calculate the instantaneous tooth meshing stiffness. In the approach, the worm gear drive was modelled as a series of spur gear slices, and each slice was analyzed separately using the well-established formulae of spur gear loading and stresses. By combining the results obtained for all slices, the entire envolute worm gear set loading and stressing was obtained. The geometric modelling method presented allows tooth elastic deformation and tooth root stresses of worm gear drives under different load conditions to be investigated. Based on the slicing method introduced in this study, the instantaneous meshing stiffness and load share are obtained. In comparison with existing methods, this approach has both good analysis accuracy and less computing time.

Keywords: Gear, load/stress distribution, worm, wheel, tooth stiffness, contact line.

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Authors: Anne M. Sørebø, Øystein Sørebø, Maung K. Sein

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The search for factors that influence user behavior has remained an important theme for both the academic and practitioner Information Systems Communities. In this paper we examine relevant user behaviors in the phase after adoption and investigate two factors that are expected to influence such behaviors, namely User Involvement (UI) and Personal Innovativeness in IT (PIIT). We conduct a field study to examine how these factors influence postadoption behavior and how they are interrelated. Building on theoretical premises and prior empirical findings, we propose and test two alternative models of the relationship between these factors. Our results reveal that the best explanation of post-adoption behavior is provided by the model where UI and PIIT independently influence post-adoption behavior. Our findings have important implications for research and practice. To that end, we offer directions for future research.

Keywords: User involvement, personal innovativeness in IT, use of systems, user support, post-adoption behavior.

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Authors: Harish K. Arya, Kulwant Singh, R. K. Saxena

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The heat flow in weldment changes its nature from 2D to 3D with the increase in plate thickness. For welding of thicker plates the heat loss in thickness direction increases the cooling rate of plate. Since the cooling rate changes, the various bead parameters like bead penetration, bead height and bead width also got affected by it. The present study incorporates the effect of variable plate thickness on penetration and bead width. The penetration reduces with increase in plate thickness due to heat loss in thickness direction for same heat input, while bead width increases for thicker plate due to faster cooling.

Keywords: Submerged arc welding, plate thickness, bead geometry, cooling rate.

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Authors: Fatma Didin Sonmez, Pinar Sener

Abstract:

Technology transfer by international trade and foreign direct investment is the most important positive outcome of open economy. It is widely accepted that new technology and knowledge have an important role in enhancing economic growth. Human capital is the other important factor assisting economic growth. In this study, the role of human capital in the growth process is examined in a view of new endogenous growth theory emphasizing on the technology transfer resulting from international trade. Using the panel data of 10 developed and 10 developing countries, impact of human capital and openness on the rate of economic growth of different countries is analysed. Evidence suggests the view that human capital and openness contribute to the economic growth in both developing and developed countries, but with different rates.

Keywords: economic growth, human capital, openness, technology

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Authors: M. Haj Seyed Hadi, M. Taghi Darzi, Z. Ghandeharialavijeh, GH. Riazi

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The main objective of this study was to determine the effects of vermicompost and amino acids on the qualitative and quantitative yield of chamomile. The experiment was conducted during the growing season of 2010 at the Alborz Medical Research Center. The Treatment groups consisted of vermicompost (0, 5, 10, 15 and 20 tons/ha) and the sprays of amino acids (budding stag, flowering stage, and budding + flowering stage). The experimental design was a factorial experiment based on Randomized Complete Block Design (RCBD) with three replications. The present results have shown that the highest plant height, flower head diameter, fresh and dry flower yield and significant essential oil content were obtained by using 20- ton vermicompost per hectare. Effects of amino acids were similar to those seen in vermicompost treatment and all measured traits were seen to be significant after the spray of amino acids at the budding + flowering stage).

Keywords: Vermicompost, amino acids, chamomile, yield

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Authors: Sahar Dehyouri, Seyed Jamal Farajollah Hosseini

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Perspective of food security in 21 century showed shortage of food that production is faced to vital problem. Food security strategy is applied longtime method to assess required food. Meanwhile, nanotechnology revolution changes the world face. Nanotechnology is adequate method utilize of its characteristics to decrease environmental problems and possible further access to food for small farmers. This article will show impact of production and adoption of nanocrops on food security. Population is researchers of agricultural research center of Esfahan province. The results of study show that there was a relationship between uses, conversion, distribution, and production of nanocrops, operative human resources, operative circumstance, and constrains of usage of nanocrops and food security. Multivariate regression analysis by enter model shows that operative circumstance, use, production and constrains of usage of nanocrops had positive impact on food security and they determine in four steps 20 percent of it.

Keywords: adoption, food safety, food security, nanocrops

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Authors: G. Çelik Gül, F. Kurtuluş

Abstract:

Rare earths containing complex metal oxides have drawn much attention due to physical, chemical and optical properties which make them feasible in so many areas such as non-linear optical materials and ion exchanger. We have researched a systematic study to obtain rare earth containing zirconium molybdate compound, characterization, investigation of crystal system and calculation of unit cell parameters.  After a successful synthesis of Nd₂Zr₃(MoO₄)₉ which is a member of rare earth metal containing complex oxides family, X-ray diffraction (XRD), High Score Plus/Rietveld refinement analysis, and Fourier Transform Infrared Spectroscopy (FTIR) were completed to determine the crystal structure. Morphological properties and elemental composition were determined by scanning electron microscopy (SEM) and energy dispersive X-ray (EDX) analysis. Thermal properties were observed via Thermogravimetric-differential thermal analysis (TG/DTA).

Keywords: Nd2Zr3(MoO4)9, solid state synthesis, powder x-ray diffraction, zirconium molybdates.

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Authors: Y.-H Tshela Ntumba, A. Przepiórkowska, M. Prochoń

Abstract:

Polymeric materials have become an integral part of every aspect of today's industry. They have wide applications, inter alia, in areas such as medicine, food industry and agriculture. In agriculture, for example, they are used for the production of pots, irrigation systems and for soil mulching. The aim of this study was the attempt to produce a biodecomposable agricultural mat, by coating cotton fabric with a blend of carboxylated styrene-butadiene latex (LBSK) containing the enzymatic hydrolyzate of keratin from cattle hair, which would serve as a material for mulching.

The production of such material allows the beneficial management of burdensome tannery waste constituted by keratin from cattle hair and at the same time, the production of agricultural mats that much faster undergo decomposition than commonly used polyethylene mats.

Keywords: Agricultural mat, biodecomposition, biodegradation, carboxylated styrene-butadiene latex, cellulosic-elastomeric material, keratin hydrolyzate, mulching, protein hydrolyzate.

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Authors: D. Uma Devi, P. Seetha Ramaiah

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Voting algorithms are extensively used to make decisions in fault tolerant systems where each redundant module gives inconsistent outputs. Popular voting algorithms include majority voting, weighted voting, and inexact majority voters. Each of these techniques suffers from scenarios where agreements do not exist for the given voter inputs. This has been successfully overcome in literature using fuzzy theory. Our previous work concentrated on a neuro-fuzzy algorithm where training using the neuro system substantially improved the prediction result of the voting system. Weight training of Neural Network is sub-optimal. This study proposes to optimize the weights of the Neural Network using Artificial Bee Colony algorithm. Experimental results show the proposed system improves the decision making of the voting algorithms.

Keywords: Voting algorithms, Fault tolerance, Fault masking, Neuro-Fuzzy System (NFS), Artificial Bee Colony (ABC)

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Authors: Surinder Deswal, D. V. S. Verma

Abstract:

Aeration by a plunging water jet is an energetically attractive way to effect oxygen-transfer than conventional oxygenation systems. In the present study, a new type of conical shaped plunging aeration device is fabricated to generate hollow inclined ined plunging jets (jet plunge angle of π/3 ) to investigate its oxygen transfer capacity. The results suggest that the volumetric oxygen-transfer coefficient and oxygen-transfer efficiency of the conical plunging jet aerator are competitive with other types of aeration systems. Relationships of volumetric oxygen-transfer coefficient with jet power per unit volume and jet parameters are also proposed. The suggested relationships predict the volumetric oxygentransfer coefficient within a scatter of ± 15% . Further, the application of Support Vector Machines on the experimental data revealed its utility in the prediction of volumetric oxygen-transfer coefficient and development of conical plunging jet aerators.

Keywords: Conical plunging jet, oxygen-transfer efficiency, support vector machines, volumetric oxygen-transfer coefficient.

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Authors: Siva Prasad Darla, C. D. Naiju, K. Annamalai, S. S. Rajiv Sushanth

Abstract:

Supply chain consists of all stages involved, directly or indirectly, includes all functions involved in fulfilling a customer demand. In two stage transportation supply chain problem, transportation costs are of a significant proportion of final product costs. It is often crucial for successful decisions making approaches in two stage supply chain to explicit account for non-linear transportation costs. In this paper, deterministic demand and finite supply of products was considered. The optimized distribution level and the routing structure from the manufacturing plants to the distribution centres and to the end customers is determined using developed mathematical model and solved by proposed particle swarm optimization based genetic algorithm. Numerical analysis of the case study is carried out to validate the model.

Keywords: Genetic Algorithm, Particle Swarm Optimization, Production, Remanufacturing

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Authors: K. Kamalanand, S. Srinivasan

Abstract:

Analysis of blood vessel mechanics in normal and diseased conditions is essential for disease research, medical device design and treatment planning. In this work, 3D finite element models of normal vessel and atherosclerotic vessel with 50% plaque deposition were developed. The developed models were meshed using finite number of tetrahedral elements. The developed models were simulated using actual blood pressure signals. Based on the transient analysis performed on the developed models, the parameters such as total displacement, strain energy density and entropy per unit volume were obtained. Further, the obtained parameters were used to develop artificial neural network models for analyzing normal and atherosclerotic blood vessels. In this paper, the objectives of the study, methodology and significant observations are presented.

Keywords: Blood vessel, atherosclerosis, finite element model, artificial neural networks

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Authors: Rabah Haoui

Abstract:

The aim of this work is to analyze a viscous flow in the axisymmetric nozzle taken into account the mesh size both in the free stream and into the boundary layer. The resolution of the Navier- Stokes equations is realized by using the finite volume method to determine the supersonic flow parameters at the exit of convergingdiverging nozzle. The numerical technique uses the Flux Vector Splitting method of Van Leer. Here, adequate time stepping parameter, along with CFL coefficient and mesh size level is selected to ensure numerical convergence. The effect of the boundary layer thickness is significant at the exit of the nozzle. The best solution is obtained with using a very fine grid, especially near the wall, where we have a strong variation of velocity, temperature and shear stress. This study enabled us to confirm that the determination of boundary layer thickness can be obtained only if the size of the mesh is lower than a certain value limits given by our calculations.

Keywords: Supersonic flow, viscous flow, finite volume, nozzle

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Authors: Karim Hamidi Machekposhti, Hossein Sedghi, Abdolrasoul Telvari, Hossein Babazadeh

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Rainfall and runoff phenomenon is a chaotic and complex outcome of nature which requires sophisticated modelling and simulation methods for explanation and use. Time Series modelling allows runoff data analysis and can be used as forecasting tool. In the paper attempt is made to model river runoff data and predict the future behavioural pattern of river based on annual past observations of annual river runoff. The river runoff analysis and predict are done using ARIMA model. For evaluating the efficiency of prediction to hydrological events such as rainfall, runoff and etc., we use the statistical formulae applicable. The good agreement between predicted and observation river runoff coefficient of determination (R²) display that the ARIMA (4,1,1) is the suitable model for predicting Karkheh River runoff at Iran.

Keywords: Time series modelling, ARIMA model, River runoff, Karkheh River, CLS method.

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Authors: Zaini Mohd-Zain, Mohd-Saufee A.F. Mohd-Ismail, Norlida Buniyamin

Abstract:

Staphylococcus aureus, one of the microflora in a human external auditory canal (EAC) is frequently exposed to highfrequency electromagnetic field (HF-EMF) generated by mobile phones. It is normally non-pathogenic but in certain circumstances, it can cause infections. This study investigates the changes in the physiology of S. aureus when exposed to HF-EMF of a mobile phone. Exponentially grown S. aureus were exposed to two conditions of EMF irradiation (standby-mode and on-call mode) at four durations; 15, 30, 45 and 60 min. Changes in the viability and biofilm production of the S. aureus were compared between the two conditions of exposure. EMF from the standby-mode has enhanced the growth of S. aureus but during on-call, the growth was suppressed. No significant difference in the amount of biofilm produced in both modes of exposure was observed. Thus, HF-EMF of mobile phone affects the viability of S. aureus but not its ability to produce biofilm.

Keywords: Electromagnetic field, mobile phone, biofilm, Staphylococcus aureus

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Authors: Efthymios Gravas, Anastasios Alexandridis, Antonios Stavropoulos

Abstract:

The growing interest in the issue of intangible assets not only in the scientific community but also in some professional bodies internationally can be explained by several points of view. From the business perspective, enterprises are increasingly motivated by external and internal forces to measure and proactively manage their intangibles. With respect to the issue of intangibles, goodwill has been debated in many countries throughout the world. Despite the numerous efforts and the existence of international accounting standards there is not yet a common accepted accounting treatment for goodwill. This study attempts on the one hand to impress the accounting treatment of goodwill internationally, on the other hand analyses the major subjects in relation to the accounting treatment of goodwill in Greece, since 2005, year where the international accounting standards have been in use for the Greek listed companies. The results indicate that the accounting treatment for the goodwill in Greece, despite the effort for accounting harmonization in Europe from 2005, sustains many differences especially for the no listed companies.

Keywords: Intangible Assets, Goodwill, International Accounting Standards, Greek Accounting System and Law

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Authors: Rafenomananjara Tsinjo Nirina, Tomoo Sekito, Andrianaivoravelona Jaconnet Oliva

Abstract:

Manufacturing a composite material from post-consumer bottles is an interesting outlet since Madagascar is still facing the challenges of managing plastic waste on the one hand and appropriate waste treatment facilities are not yet developed on the other hand. New waste management options are needed to divert End-Of-Life (EOL) soft plastic wastes from landfills and incineration. Waste polyethylene terephthalate (PET) bottles might be considered as a valuable resource and recovered into polymer concrete. The methodology is easy to implement and appropriate to the local context in Madagascar. This approach will contribute to the production of ecological building materials that might be profitable for the environment and the construction sector. This work aims to study the feasibility of using the post-consumer PET bottles as an alternative binding agent instead of the conventional Portland cement and water. Then, the mechanical and physical properties of the materials were evaluated.

Keywords: PET recycling, polymer concrete, ecological building materials, pollution mitigation.

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Authors: P. Panichnumsin, B. K. Ahring, A. Nopharatana, P. Chaipresert

Abstract:

In this study, we illustrated the performance and microbial community of single- and two-phase systems anaerobically co-digesting cassava pulp and pig manure. The results showed that the volatile solid reduction and biogas productivity of two-phase CSTR were 66 ± 4% and 2000 ± 210 ml l-1 d-1, while those of singlephase CSTR were 59 ± 1% and 1670 ± 60 ml l-1 d-1, respectively. Codigestion in two-phase CSTR gave higher 12% solid degradation and 25% methane production than single-phase CSTR. Phylogenetic analysis of 16S rDNA clone library revealed that the Bacteroidetes were the most abundant group, followed by the Clostridia in singlephase CSTR. In hydrolysis/acidification reactor of two-phase system, the bacteria within the phylum Firmicutes, especially Clostridium, Eubacteriaceae and Lactobacillus were the dominant phylogenetic groups. Among the Archaea, Methanosaeta sp. was the exclusive predominant in both digesters while the relative abundance of Methanosaeta sp. and Methanospirillum hungatei differed between the two systems.

Keywords: Anaerobic co-digestion, Cassava pulp, Microbialdiversity, Pig manure.

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Authors: A. S. Kipcak, P. Gurses, K. Kunt, E. Moroydor Derun, S. Piskin

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There are many kinds of metal borates found not only in nature but also synthesized in the laboratory such as magnesium borates. Due to its excellent properties, as remarkable ceramic materials, they have also application areas in anti-wear and friction reducing additives as well as electro-conductive treating agents. The synthesis of magnesium borate powders can be fulfilled simply with two different methods, hydrothermal and thermal synthesis. Microwave assisted method, also another way of producing magnesium borate, can be classified into thermal synthesis because of using the principles of solid state synthesis. It also contributes producing particles with small size and high purity in nano-size material synthesize. In this study the production of magnesium borates, are aimed using MgCl2.6H2O and H3BO3. The identification of both starting materials and products were made by the equipments of, X-Ray Diffraction (XRD) and Fourier Transform Infrared Spectroscopy (FT-IR). After several synthesis steps magnesium borates were synthesized and characterized by XRD and FT-IR, as well.

Keywords: FT-IR, magnesium borates, microwave method, XRD.

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Authors: Maia Seturi

Abstract:

One of the topical issues for the companies operating in the present-day conditions is making decisions about creation and development of brands. The goal of the research was to study peculiarities of implementation of branding principles using the well-known Georgian mineral water Borjomi as an example, to establish the attitude of consumers to Borjomi at Georgian market, to determine the discovered weaknesses based on the result of the research and to make certain proposals and give recommendations, which would help Georgian companies interested in branding issues to pay proper attention to fundamental principles of branding in their marketing activities. As a result of the marketing research, it was found out that Borjomi adhere to a number of branding principles in its activity, although it has certain shortcomings in that respect. The research method was of exploratory and descriptive nature. In the conclusive part of the work is given sum up research results, draw conclusions and give recommendations. If companies existing in Georgia will take them into consideration, it will help them to better make sense of branding and main aspects of using its principles.

Keywords: Marketing research, brand, branding principles, brand awareness, brand originality.

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