Search results for: leaders’ role.

Authors: J. R. C. Kuntz, Katharina Näswall, Frances Walls

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This study sought to uncover the complex role of stress in the workplace by investigating both positive (eustress) and negative (distress) stress responses. In particular, the study tested a mediation model in which organisational stressors (person-job fit and role overload) influence employee affective wellbeing, both directly and indirectly through stress responses. Participants were recruited from retail and finance organisations in Australia and New Zealand, and asked to complete an anonymous online questionnaire. A total of 140 individuals returned completed questionnaires. The results show that person-job fit influenced eustress, which in turn had a positive effect on employee affective wellbeing; and role overload impacted distress, which in turn held a negative influence on affective wellbeing. These findings indicate that different organisational stressors have unique relationships with eustress and distress responses. Limitations and implications of the study are discussed.

Keywords: Distress, Eustress, Role Overload, Wellbeing.

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Authors: Anwar Kashgari

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COVID-19 has severe impacts on business all over the world. The great lockdown of many business owners requires a sage deal with this pandemic. This paper seeks to support business leaders with a standpoint about the COVID-19 situation and provides implications for the SMEs (Small and Medium Enterprises) and companies. The paper reflects the author's view about the impact of COVID-19 on business activities. We discussed the impact of COVID-19 upon three aspects, namely, startups, SMEs, and e-commerce. The KSA is taken as an example of the developing countries about which we present the current situation. Finally, recommendations to policy and decision-makers are given.

Keywords: COVID-19, business networking, globalization, Saudi Arabia.

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Authors: Georgia C. Kosta, Christos S. Nicolaidis

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The present paper discusses the role of teams’ climate in the intrapreneurial process. Intrapreneurship, which corresponds for entrepreneurship in existing organizations, puts special emphasis on climate as an influential factor of the intrapreneurial behavior. Although climate exists at every level and in every subgroup of the organizational structure, research focuses mainly on the study of climate that characterizes organization as a whole. However, the climate of a work team may differ radically from the organizational climate, and in fact it can be far more influential. The paper provides a conceptual analysis of organizational climate from the intrapreneurial point of view, and sheds light upon teams’ climate role in the intrapreneurial posture.

Keywords: Entrepreneurship, innovation, intrapreneurship, organizational climate, teams’ climate.

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Authors: Jihane Abdessadak, Hicham Achelhi, Kamal Reklaoui

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For any company or organization, change must be natural and binding in order to evolve its business, protect its durability and remain competitive. "Adapt or disappear". But how often managers, leaders or employees develop astonishing ideas that could improve several aspects of the organization and the feedback is less that encouraging and people give unrealistic judgments just to escape change. In this paper, we are going to discuss what we do know about change and resistance to change and what we can do to tame this phenomenon and, above all, the main steps that can follow an idea man in the delicate and decisive implementation of innovations.

Keywords: Innovation, change, resistance to change/innovation, barriers to innovation, levers of innovation.

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Authors: Luedech Girdwichai, Witthaya Mekhum

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This research intended to develop the model of community management for sustainable utilization by investigating on 2 groups of population, the family heads and the community management team. The population of the former group consisted of family heads from 511 families in 12 areas to complete the questionnaires which were returned at 479 sets. The latter group consisted of the community management team of 12 areas with 1 representative from each area to give the interview. The questionnaires for the family heads consisted of 2 main parts; general information such as occupations, etc. in the form of checklist. The second part dealt with the data on self reliance community development based on 4P Framework, i.e., People (human resource) development, Place (area) development, Product (economic and income source) development, and Plan (community plan) development in the form of rating scales. Data in the 1^st part were calculated to find frequency and percentage while those in the 2^nd part were analyzed to find arithmetic mean and SD. Data from the 2^nd group of population or the community management team were derived from focus group to find factors influencing successful management together with the in depth interview which were analyzed by descriptive statistics. The results showed that 479 family heads reported that the aspect on the implementation of community plan to self reliance community activities based on Sufficient Economy Philosophy and the 4P was at the average of 3.28 or moderate level. When considering in details, it was found that the 1^st aspect was on the area development with the mean of 3.71 or high level followed by human resource development with the mean of 3.44 or moderate level, then, economic and source of income development with the mean of 3.09 or moderate level. The last aspect was community plan development with the mean of 2.89. The results from the small group discussion revealed some factors and guidelines for successful community management as follows: 1) on the People (human resource) development aspect, there was a project to support and develop community leaders. 2) On the aspect of Place (area) development, there was a development on conservative tourism areas. 3) On the aspect of Product (economic and source of income) development, the community leaders promoted the setting of occupational group, saving group, and product processing group. 4) On the aspect of Plan (community plan) development, there was a prioritization through public hearing.

Keywords: Model of community management, sustainable utilization.

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Authors: Shahryar Shaghaghi G., Mojtaba H. Ghoshouni, Bahareh S. Ghabel

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The issue of scientific – technological parks has been proposed in several countries of the world especially in western countries since a few decades ago and its efficiency is under examination. In our county Iran, some scientific – technological parks have been established or are being established. This design would evaluate the urban role and method of architecture of these parks in order to criticize its efficiency and offer some suggestions, as much as possible to improve its building methods in Iran. The main problem of this design is that how much these parks in Iran do meet the international measurements. So for this reason, one scientific park in Iran and one from western countries would be studied and compared with each other.

Keywords: Applicability, Architectural pattern, Scientific _technological park , Urban role

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Authors: Mary Gouva, Elena Dragioti, Evangelia Kotrsotsiou

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Family identification has the potential to play a very decisive role in psychopathology. In this study we aimed to investigate the impact of family identifications on female psychopathology. A community sample of 101 women (mean age 20.81 years, SD = 0.91 ranged 20-25) participated to the present study. The girls completed a) the Symptom Check-List Revised (SCL-90) and b) questionnaire concerning socio-demographic information and questions for family identifications. The majority of women reported that they matched to the father in terms of identifications (47.1%). Age and birth order were not contributed on family identifications (F(5) =2.188, p=.062 and F(3)=1.244, p=.299 respectively). Multivariate analysis by using MANCOVA found statistical significant associations between family identifications and domains of psychopathology as provided by SCL-90 (P<05). Our results highlight the role of identifications especially on father and female psychopathology as well as replicate the Freudian perception about the female Oedipus complex.

Keywords: Family Identification, Psychoanalysis, Psychopathology, Women.

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Authors: Khaled M. Alhawiti

Abstract:

This paper aims to analyze the role of natural language processing (NLP). The paper will discuss the role in the context of automated data retrieval, automated question answer, and text structuring. NLP techniques are gaining wider acceptance in real life applications and industrial concerns. There are various complexities involved in processing the text of natural language that could satisfy the need of decision makers. This paper begins with the description of the qualities of NLP practices. The paper then focuses on the challenges in natural language processing. The paper also discusses major techniques of NLP. The last section describes opportunities and challenges for future research.

Keywords: Data Retrieval, Information retrieval, Natural Language Processing, Text Structuring.

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Authors: Arthur Yan

Abstract:

Recent theorizations on the cognitive process of moral judgment have focused on the role of intuitions and emotions, marking a departure from previous emphasis on conscious, step-by-step reasoning. My study investigated how being in a disgusted mood state affects moral judgment. Participants were induced to enter a disgusted mood state through listening to disgusting sounds and reading disgusting descriptions. Results shows that they, when compared to control who have not been induced to feel disgust, are more likely to endorse actions that are emotionally aversive but maximizes utilitarian return The result is analyzed using the 'emotion-as-information' approach to decision making. The result is consistent with the view that emotions play an important role in determining moral judgment.

Keywords: Disgust, mood induction, moral judgment, emotion-as-information.

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Authors: Mitansha, Suzanne Wilkinson, Regan Potangaroa

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The built environment is designed, maintained, operated, and decommissioned by construction organisations, which play a significant role in providing physical resources and rebuilding infrastructures during major crises and disasters. It is evident that enhancing the resilience of construction organisations allows better responding ability and speedy recovery from disasters and acts as a boon for the nation in the face of significant disruptions. As individuals are the integral component of any organisation, hence, individual resilience is considered a critical aspect, which may boost organisational resilience of construction sector. It has been observed that individual resilience is indirectly supported by organisation’s citizenship behaviour, job performance, and career success. Not only this, it also tends to hold a directly proportional relation with job satisfaction, physical and emotional well-being affected by organisation’s work culture, whereas the resilience of organisation increases as a result of positive adaption, growth and collective learning of the employees as an entity. Moreover, indicators like situation awareness in staff and crisis related issues, effective vulnerability management, organisational leadership and culture ensured by approachable, encouraging and people-oriented leaders, are prominent for achieving organisational resilience. It, thus, becomes perceptible that both, organisational and individual resiliencies, have the potential to influence each other. Consequently, it arises a major question that how these characteristics are associated and tend to behave with respect to each other. The study, thus, aims to explore the overlapping dimensions of organisational and individual resilience to determine the impact boundaries. The research methodology of the paper would be based on systematic literature review specifically focused on the resilience of construction industry. This would provide a direct comparison of characteristics influencing individual and organisational resilience and will present the most significant indicators of individual resilience that can eventually help to enhance the resilience of construction organisations amidst any disaster or crisis.

Keywords: Construction industry, individual resilience, organisational resilience, overlapping dimension.

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Authors: Chih-Wei Lin, Duen-Ren Liu, Hui-Fang Chen

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Effective knowledge support relies on providing operation-relevant knowledge to workers promptly and accurately. A knowledge flow represents an individual-s or a group-s knowledge-needs and referencing behavior of codified knowledge during operation performance. The flow has been utilized to facilitate organizational knowledge support by illustrating workers- knowledge-needs systematically and precisely. However, conventional knowledge-flow models cannot work well in cooperative teams, which team members usually have diverse knowledge-needs in terms of roles. The reason is that those models only provide one single view to all participants and do not reflect individual knowledge-needs in flows. Hence, we propose a role-based knowledge-flow view model in this work. The model builds knowledge-flow views (or virtual knowledge flows) by creating appropriate virtual knowledge nodes and generalizing knowledge concepts to required concept levels. The customized views could represent individual role-s knowledge-needs in teamwork context. The novel model indicates knowledge-needs in condensed representation from a roles perspective and enhances the efficiency of cooperative knowledge support in organizations.

Keywords: cooperative knowledge support, knowledge flow, knowledge-flow view, role-based models

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Authors: Tingan Tang, Kimmo Karhu, Matti Hamalainen

Abstract:

Although in sustainable development field, innovative solutions have been sought worldwide by environmental groups, academia, governments and companies for many years, recently, citizens and communities have emerged as a new group and taken more and more active role in this field. Many scholars call for more research on the role of community and community innovation in sustainable development. This paper is to respond to the calls. In this paper, we first summarize a comprehensive set of innovation principles. Then, we do a qualitative cross case study by comparing three community innovation cases in three different areas of sustainable development according to the innovation principles. Finally, we summarize the case comparison and discuss the implications to sustainable development. A unified role model and innovation distribution map of community innovation are developed to better understand community innovation in sustainable development..

Keywords: Community innovation, grassroots innovation, sustainable development, sustainability.

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Authors: A. Taqaddas

Abstract:

The human body has a complex system of innate and adaptive mechanisms for combating infection. This article discusses the role and relative effectiveness of these mechanisms in relation to small pox and AIDS.

Keywords: AIDS, Immune System, Small Pox, Viral Infections.

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Authors: Yip Mei Loh

Abstract:

Plato, as a poet, employs muthos extensively to express his philosophical dialectical development, so the majority of his dialogues are comprised of muthoi. We cannot separate his muthos from his philosophical thought, since the former has great influence in the latter. So the methodology of this paper is first to discuss the dialogue Theaetetus to find out why he compares Socrates to the Greek goddess Artemis; then his concept of Maieutikē will be investigated. At the beginning of Plato’s Theaetetus, Socrates first likens himself to the goddess Artemis, who, though unmarried, has a duty to assist women in labour. Socrates’ role, as Plato portrays, is the same as that of Artemis; and the technē he possesses is Maieutikē, which is to assist his students in giving birth to their mental offspring. This paper will focus on discussion on the Socratic mythological role in Platonic interpretation and dialectics so as to reveal the philosophical meaning of Socratic ignorance.

Keywords: Artemis, Ignorance, Logos, Maieutikē, Muthos.

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Authors: Wen-Shan Lin, Shu-Lu Hsu

Abstract:

Environmental concern and consumer rights have entailed e-tailers to adopt better strategies to facilitate product returns from customers. As the demand for reverse logistics (RL) continues to grow, little is known about what motivates e-tailers to enhance their RL capabilities and about the role RL capabilities plays in enabling e-tailers to achieve better customer satisfaction and economic performance. Based on resource-based theory and institutional theory, this article proposes that the following factors play a critical role in influencing the RL capability of e-tailers: (a) Financial resource commitment to RL, (b) managerial resource commitment to RL, and (c) institutional pressure to implement RL. Based on the role of these factors, the study provides a framework and propositions that serve to guide future research addressing the link among resources, institutional pressure, and RL capability.

Keywords: Reverse logistics, e-tailing, resource-based theory, institutional theory.

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Authors: R. Iraz, K. Eryeşil

Abstract:

Employees commitments of vision and mission of organization is effected due to manager’s executes by approach of leadership The leaders who have attributions like vision, confidence and correctitude, sharing and participation, creativeness, progressive learning –improvement and responsibility are effective to increase organizational commitment if they are sensitive to expectation and requirement of employees in an organization. Studies about organizational commitment appear results that employees who have strong organizational commitment have the most contribution. In this study, “Leadership” and “Organizational Commitment” conduct surveys to 31 employees of Ahmet Özdemir Nak. Tic. San. A.Ş. which has operations in road and railway transportation sector. It is analyzed the effects of leadership approach to organizational commitment deals with result of survey.

Keywords: Leadership Approach, Organizational Commitment, Study

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Authors: M. Königová, J. Fejfar

Abstract:

Business continuity management (BCM) identifies potential external and internal threats to an organization and their impacts to business operations. The goal of the article is to identify, based on the analysis of employee turnover in organizations in the Czech Republic, the role of personnel planning in BCM. The article is organized as follows. The first part of the article concentrates on the theoretical background of the topic. The second part of the article is dedicated to the evaluation of the outcomes of the survey conducted (questionnaire survey), focusing on the analysis of employee turnover in organizations in the Czech Republic. The final part of the article underlines the role of personnel planning in BCM, since poor planning of staff needs in an organization can represent a future threat for business continuity ensuring.

Keywords: Business continuity management, key employees, personnel planning, turnover.

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Authors: Hasan Basri Afifuddin, A.K Siti-Nabiha

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Non-profit organizations, especially religious-based institutions, have long played a very important role in society. Nevertheless, scandals such as inefficient management and the use of unlawful fundraising activities have raised questions regarding the governance and accountability of these organizations. As such, the issues have attracted considerable research interest. However, there is still limited research on accountability in religious based organizations, especially in the context of Islamic religious organizations. Hence, the purpose of this paper is to discuss the issues of accounting and accountability in religious organizations, specifically in Islamic religious establishments. The paper starts by looking at the conventional meaning and concept of accountability. This is followed by a discussion of the principles of accountability within the Islamic framework. In so doing, the history of the role of accounting within Muslim society and also the differences between the Islamic and conventional view of accountability are reviewed. Insights gained from previous research on accountability in faith based organizations are also discussed

Keywords: Accountability, accounting, Islam, religiousorganization.

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Authors: S. Ansari Sadrabadi, G. H. Rahimi

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In this paper, thick walled Cylindrical tanks or tubes made of functionally graded material under internal pressure and temperature gradient are studied. Material parameters have been considered as power functions. They play important role in the elastoplastic behavior of these materials. To clarify their role, different materials with different parameters have been used under temperature gradient. Finally, their effect and loading effect have been determined in first yield point. Also, the important role of temperature gradient was also shown. At the end the study has been results obtained from changes in the elastic modulus and yield stress. Also special attention is also given to the effects of this internal pressure and temperature gradient in the creation of tensile and compressive stresses.

Keywords: FGM, Cylindrical pressure tubes, Small deformation theory, Yield onset, Thermal loading.

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Authors: Sanvidhan G. Suke

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This article briefly reviews the role of Indian Pharmacopoeia Commission (IPC) for publications of Indian Pharmacopoeia (IP) and National formulary of India (NFI) to some of these anticipated changes, informs constituents about how they can remain updated about progress and upcoming modifications to official texts, and invites participation in the standards-setting process, which are helpful to the practitioners, researchers, educators and policy makers in the field of health care profession.

Keywords: Addendum, Indian Pharmacopoeia, Monograph, National Formulary of India.

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Authors: Zulhamsyah Imran, Masahiro Yamao

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Social resilience has role to govern the local community and coastal fisheries resources toward sustainable fisheries development in tsunami affected area. This paper asses, explore and investigates of indigenous institutions, external and internal facilitators toward strengthening social resilience. Identification of the genuine organizations role had been conducted twice by using Rapid Assessment Appraisal, Focus Group Discussion, and in-depth interview for collecting primary and secondary data. Local wisdom had a contribution and adaptable to rebound social resilience. The Panglima Laot Lhok (sea commander) had determined and adapted role on recovery of the fishing community, particularly facilitated aid delivery to fishermen, as shown in anchovy fisheries relief case in Krueng Raya Bay. Toke Bangku (financial trader) had stimulated for reinforcement of advance payment and market channel. The other institutions supported upon linking and bridging connectivity among stakeholders. Collaborative governance can avoid conflict, reduce donor dependency and strengthen social resilience within fishing community.

Keywords: Fishing community, indigenous institution, adaptive role, collaborative, social resilience.

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Authors: Alireza Bolhari, Ali Rezaeean, Jafar Bolhari, Fatemeh Zare

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With the advent of new technologies, factors related to mental health in e-workspaces are taken into consideration more than ever. Studies have revealed that one of the factors affecting the productivity of employees in an organization is occupational stress. Another influential factor is quality of work life which is important in the improvement of work environment conditions and organizational efficiency. In order to uncover the quality of work life level and to investigate the impact of occupational stress on quality of work life among information technology employees in Iran, a cross-sectional study design was applied and data were gathered using a questionnaire validated by a group of experts. The results of the study showed that information technology staffs have average level of both occupational stress and quality of work life. Furthermore, it was found that occupational stress has a negative impact on quality of work life. In addition, the same results were observed for role ambiguity, role conflict, role under-load, work-pace, work repetitiveness and tension toward quality of work life. No significant relation was found between role overload and quality of work life. Finally, directions for future research are proposed and discussed.

Keywords: Information Technology, e-Workspace, Healthcare, IT Staff, Occupational Stress, Quality of Work Life

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Authors: Minjeoung Kim

Abstract:

Since women obtained the right to vote in 1893 for the first time in New Zealand, they have tried to participate actively into politics but still the world has a few women in political leadership. The article asks which factors might influence the appearance of women leadership in politics. The article investigates two factors such as political context, personal factors. Countries where economic development is stable and political democracy is consolidated have a tendency of appearance of women political leadership but in less developed and politically unstable countries, women politicians can be in power with their own reasons. For the personal factor, their feminist propensity is studied but there is no relationship between the appearance of women leaders and their feminist propensity.

Keywords: Women political leadership, political context, slow track, transitory countries, feminist propensity.

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Authors: Wondwosen Teshome B.

Abstract:

One of the approaches to democratization is the fostering of civil society organizations. In Africa, civil society organizations did not fully play their role in the continent-s democratization process due to many factors including the repressive regulations imposed on them by governing parties. In Ethiopia, for the first time in the country-s political history, the civil society played a very active role in the 2005 multi-party election. The involvement of the civil society in this election has far-reaching consequences. One of the objectives of this paper is to assess the consequences of such involvement for both the civil society and the political society in the country. The paper also examines the peculiarities of civil society formation in Africa in general, and in Ethiopia in particular by assessing both the “traditional" and “modern" civil society organizations.

Keywords: Africa, Civil Society, CSO, Democratization, Election, Ethiopia, NGO, Western donors.

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Authors: Rayeheh Khatami, Toktam Hanaei, Mohammad Reza Mansouri Daneshvar

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Today, many local and national governments are developing urban agriculture as an effective tool in responding to challenges such as food security, poverty and environmental problems. In fact, urban agriculture plays an important role in food system, which can provide citizens' income and become one of the components of economic, social and environmental systems. The purpose of this paper is to analyze the urban agriculture and urban food systems in order to understand the impact of urban foods production on environmental planning in non-western city region context. To achieve such objective, we carry out a case study in Mashhad city of Iran by using qualitative approaches. A survey on documentary studies and planning tools integrate with face to face interview with experts which explain the role of food system in environmental planning process. The paper extends the use of food in the environmental planning, specifically to examine this role to create agricultural garden as a mean to improve agricultural system in non-western country. The paper is concluded with a set of recommendations for researchers and policymakers who seek to create spaces in order to implement urban agriculture in cities for food justice.

Keywords: Urban agriculture, food system, environmental planning, agricultural garden, Mashhad.

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Authors: German Lopez Daza

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Latin America is probably the region with greater social inequality, contrary to the amount of rights enshrined in their constitutions. In the last decade of the twentieth century, the area resulted in significant changes to democratization and constitutional changes. Through low-key public policy, political leaders activated participation in the culture of human rights. The struggle for social rights in Latin America has been a constant regulation. His consecration at the constitutional level has chained search application. The constitutionalization and judicial protection of these rights have been crucial in countries like Argentina, Venezuela, Peru and Colombia. This paper presents an analytical view on the constitutionalization of social rights in the Latin American context and its justiciability.

Keywords: Socials rights, public policy, justiciability, judicial protection, Latin America.

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Authors: Maria Eliophotou Menon

Abstract:

School leadership is commonly considered to have a significant influence on school effectiveness and improvement. Effective school leaders are expected to successfully introduce and support change and innovation at the school unit. Despite an abundance of studies on educational leadership, very few studies have provided evidence on the link between leadership models, and specific educational and school outcomes. This is true of a popular contemporary approach to leadership, namely, distributed leadership. The paper provides an overview of research findings on the effect of distributed leadership on educational outcomes. The theoretical basis for this approach to leadership is presented, with reference to methodological and research limitations. The paper discusses research findings and draws their implications for educational research on school leadership.

Keywords: Distributed leadership, educational outcomes, leadership research.

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Authors: Raluca Ionela Maxim

Abstract:

Designing a gender responsive Science, Technology, Engineering and Mathematics (STEM) mobile game based learning solution (mGBL) is a challenge in terms of content, gamification level and equal engagement of girls and boys. The goal of this case study was to research and create a high-fidelity prototype design of a mobile game that contains role-models as avatars that guide and expose girls and boys to STEM learning content. For this research purpose it was applied the methodology of design sprint with five-phase process that combines design thinking principles. The technique of this methodology comprises smart interviews with STEM experts, mind-map creation, sketching, prototyping and usability testing of the interactive prototype of the gender responsive STEM mGBL. The results have shown that the effect of the avatar/role model had a positive impact. Therefore, by exposing students (boys and girls) to STEM role models in an mGBL tool is helpful for the decreasing of the gender inequalities in STEM fields.

Keywords: Design thinking, design sprint, gender-responsive STEM education, mobile game based learning, role-models.

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Authors: Julian Pigott

Abstract:

This paper presents the Language Learning as a Means of Drive Engagement (LLMDE) theory, derived from a grounded theory analysis of interviews with Japanese university students. According to LLMDE theory, language learning can be understood as a means of engaging one or more of four self-fulfillment drives: the drive to expand one’s horizons (perspective drive); the drive to make a success of oneself (status drive); the drive to engage in interaction with others (communication drive); and the drive to obtain intellectual and affective stimulation (entertainment drive). While many theories of learner psychology focus on conscious agency, LLMDE theory addresses the role of the unconscious. In addition, supplementary thematic analysis of the data revealed the role of context in mediating drive engagement. Unexpected memorable events, for example, play a key role in instigating and, indirectly, in regulating learning, as do institutional and cultural contexts. Given the apparent importance of such factors beyond the immediate control of the learner, and given the pervasive role of habit and drives, it is argued that the concept of motivation merits theoretical reappraisal. Rather than an underlying force determining language learning success or failure, it can be understood to emerge sporadically in consciousness to promote behavioral change, or to protect habitual behavior from disruption.

Keywords: Drives, grounded theory, motivation, significant events.

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Authors: Jin-Tsann Yeh, Chyong-Ling Lin

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Healthcare providers sometimes use the power of humor as a treatment and therapy for buffering mental health or easing mental disorders because humor can provide relief from distress and conflict. Humor is also very suitable for advertising because of similar benefits. This study carefully examines humor's widespread use in advertising and identifies relationships among humor mechanisms, female depictions, and product types. The purpose is to conceptualize how humor theories can be used not only to successfully define a product as fitting within one of four color categories of the product color matrix, but also to identify compelling contemporary female depictions through humor in ads. The results can offer an idealization for marketing managers and consumers to help them understand how female role depictions can be effectively used with humor in ads. The four propositions developed herein are derived from related literature, through the identification of marketing strategy formulations that achieve product memory enhancement by adopting humor mechanisms properly matched with female role depictions.

Keywords: Humor mechanisms, Female role depiction, Product types.

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