Search results for: manufacturing industry.

Authors: Ahmed A. D. Sarhan, S. R. Besharaty, Javad Akbaria, M. Hamdi

Abstract:

The capability of CNC gantry milling machines in manufacturing long components has caused the expanded use of such machines. On the other hand, the machines’ gantry rigidity can reduce under severe loads or vibration during operation. Indeed, the quality of machining is dependent on the machine’s dynamic behavior throughout the operating process. For this reason, these types of machines have always been used widely and are not efficient. Therefore, they can usually be employed for rough machining and may not produce adequate surface finishing. In this paper, a CNC gantry milling machine with the potential to produce good surface finish has been designed and analyzed. The lowest natural frequency of this machine is 202 Hz corresponding to 12000 rpm at all motion amplitudes with a full range of suitable frequency responses. Meanwhile, the maximum deformation under dead loads for the gantry machine is 0.565*m, indicating that this machine tool is capable of producing higher product quality.

Keywords: Finite element, frequency response, gantry design, gantry machine, static and dynamic analysis.

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Authors: Khaled Elbehiery, Hussam Elbehiery

Abstract:

Smart cities are a framework of technologies along with sustainable infrastructure to provide their citizens an improved quality of life, safer environment, affordability, and more, which in turn helps with the society's economic growth. The proposed research will focus on the primary building block of the smart city; the infrastructure of the house itself. The traditional method of building houses has been, for a long time, nothing but a costly manufacturing process, and consequently, buying a house becomes not an option for everyone anymore. The smart cities' Modular Houses are not using traditional building construction materials; the design reduces the common lengthy construction times and associated high costs. The Modular Houses are technological homes, low-cost and customizable based on a family's requirements. In addition, the Modular Houses are environmentally friendly and healthy enough to assist with the pandemic situation.

Keywords: Smart cities, modular houses, single-unit property, multi-unit property, mobility features, chain-supply, livable environment, carbon footprint.

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Authors: Pirada Techaratpong

Abstract:

This research aims to study value-creation process of producing monk-s bowls, Thai traditional handicrafts, which is facing problems in adapting to the changing society. It also aims to identify problems and obstacles to value creation. This research is based on a case study of monk-s bowl manufactures from Ban-Baat Village, Bangkok. The conceptual framework is based on the model of value chain to analyze the process. The research methodology is qualitative. This research found that the value-creation process of monk-s bowls consists of eight activities contributing to adding value to the products and increasing profits to the producers in return. Five major problems and obstacles are found. The research suggests that these problems and obstacles limit the manufacturers- potential for creating more valued product and lead to business stagnation. These problems should be addressed and solved with collaboration among the government, the private sector and the manufacturers.

Keywords: Craft manufacturing, problems and obstacles, value chain, value creation.

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Authors: Osama A. Abdelaal, Saied M. Darwish

Abstract:

Rapid prototyping (RP) techniques are a group of advanced manufacturing processes that can produce custom made objects directly from computer data such as Computer Aided Design (CAD), Computed Tomography (CT) and Magnetic Resonance Imaging (MRI) data. Using RP fabrication techniques, constructs with controllable and complex internal architecture with appropriate mechanical properties can be achieved. One of the attractive and promising utilization of RP techniques is related to tissue engineering (TE) scaffold fabrication. Tissue engineering scaffold is a 3D construction that acts as a template for tissue regeneration. Although several conventional techniques such as solvent casting and gas forming are utilized in scaffold fabrication; these processes show poor interconnectivity and uncontrollable porosity of the produced scaffolds. So, RP techniques become the best alternative fabrication methods of TE scaffolds. This paper reviews the current state of the art in the area of tissue engineering scaffolds fabrication using advanced RP processes, as well as the current limitations and future trends in scaffold fabrication RP techniques.

Keywords: Biomanufacturing, Rapid prototyping, Solid FreeForm Fabrication, Scaffold Fabrication, Tissue Engineering

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Authors: D. Barron, M. Zeegers

Abstract:

In this paper, we argue that Design research is basic to countries- national productivity and competition agendas at the same time that vagaries of research training presents as one of the barriers faced by Design Higher Degree by Research students in engaging those agendas. We argue that, given industry requirements for research-trained recruits, students have the right to expect that research training will provide the foundations of a successful career on an academic or research pathway or a professional pathway, but that universities have yet to address problems in their provision of research training for Design doctoral students. We suggest that to facilitate this, rigorous research conducted on the provision of Doctoral programs in Design would serve to inform future activities in Design research in productive ways.

Keywords: Design, Doctoral Design Education, Research Training

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Authors: T. Kritsana, P. Sawitri, P. Teeratas

Abstract:

This article aims to study the effect of pressure on rocket motor case by Finite Element Method simulation to select optimal material in rocket motor manufacturing process. In this study, cylindrical tubes with outside diameter of 122 mm and thickness of 3 mm are used for simulation. Defined rocket motor case materials are AISI4130, AISI1026, AISI1045, AL2024 and AL7075. Internal pressure used for the simulation is 22 MPa.

The result from Finite Element Method shows that at a pressure of 22 MPa rocket motor case produced by AISI4130, AISI1045 and AL7075 can be used. A comparison of the result between AISI4130, AISI1045 and AL7075 shows that AISI4130 has minimum principal stress and confirm the results of Finite Element Method by the used of calculation method found that, the results from Finite Element Method has good reliability.

Keywords: Rocket motor case, Finite Element Method, principal Stress.

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Authors: Farah Diyana Abdul Rahman, Wajdi Al-Khateeb, Aisha Hassan Abdalla Hashim

Abstract:

Optical networks are high capacity networks that meet the rapidly growing demand for bandwidth in the terrestrial telecommunications industry. This paper studies and evaluates singlemode and multimode fiber transmission by varying the distance. It focuses on their performance in LAN environment. This is achieved by observing the pulse spreading and attenuation in optical spectrum and eye-diagram that are obtained using OptSim simulator. The behaviors of two modes with different distance of data transmission are studied, evaluated and compared.

Keywords: Attenuation, eye diagram, fiber transmissions, multimode fiber, pulse dispersion, OSNR, single-mode fiber.

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Authors: U. Yavas, M. Gokasan

Abstract:

Control of diesel engine’s air path has drawn a lot of attention due to its multi input-multi output, closed coupled, non-linear relation. Today, precise control of amount of air to be combusted is a must in order to meet with tight emission limits and performance targets. In this study, passenger car size diesel engine is modeled by AVL Boost RT, and then simulated with standard, industry level PID controllers. Finally, linear model predictive control is designed and simulated. This study shows the importance of modeling and control of diesel engines with flexible algorithm development in computer based systems.

Keywords: Predictive control, engine control, engine modeling, PID control, feedforward compensation.

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Authors: Marzieh Moosavi-Nasab, Mohsen Gavahian, Ali R. Yousefi, Hamed Askari

Abstract:

Dextran is a D-glucose polymer which is produced by Leuconostoc mesenteroides grown in a sucrose-rich media. The organism was obtained from the Persian Type Culture Collection (PTCC) and was transferred in MRS broth medium at 30°C and pH 6.8 for 24 h. After preparation of inoculums, organisms were inoculated into five liquid fermentation media containing either molasses or cheese whey or different combinations of cheese whey and molasses. After certain fermentation period, the produced dextran was separated and dried. Dextran yield was calculated and significant differences in different media were observed. Furthermore, FT-IR analysis was performed and the results showed that there were no significant differences in the produced dextran structures.

Keywords: Dextran, Leuconostoc mesenteroides, Molasses, Whey

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Authors: Robin Becker, Nane Roetmann, Manfred Helmus

Abstract:

Construction companies lack junior staff for construction management, with students lacking the appeal of the profession in particular. The conflict between the traditional job profile and the current desires of junior staff for contemporary and flexible working models must be resolved. Increasing flexibility is essential for the future viability of small and medium-sized enterprises. The implementation of modern work modules can help here. This paper presents the validation results of the developed work modules in construction practice.

Keywords: Modern construction management, construction industry, work modules, shortage of junior staff, sustainable personnel management, working time model.

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Authors: Jia-Chuan Lin, Meng-Kai Hsu, Hsi-Ting Hou, Sin-Hong Liu

Abstract:

The electrolyte stirring method of anodization etching process for manufacturing porous silicon (PS) is reported in this work. Two experimental setups of nature air stirring (PS-ASM) and electrolyte stirring (PS-ESM) are employed to clarify the influence of stirring mechanisms on electrochemical etching process. Compared to traditional fabrication without any stirring apparatus (PS-TM), a large plateau region of PS surface structure is obtained from samples with both stirring methods by the 3D-profiler measurement. Moreover, the light emission response is also improved by both proposed electrolyte stirring methods due to the cycling force in electrolyte could effectively enhance etch-carrier distribution while the electrochemical etching process is made. According to the analysis of statistical calculation of photoluminescence (PL) intensity, lower standard deviations are obtained from PS-samples with studied stirring methods, i.e. the uniformity of PL-intensity is effectively improved. The calculated deviations of PL-intensity are 93.2, 74.5 and 64, respectively, for PS-TM, PS-ASM and PS-ESM.

Keywords: Porous Silicon, Photoluminescence, Uniformity Carrier Stirring Method

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Authors: Tirthankar Ghosh, Dilip Roy, Nimai Kumar Chandra

Abstract:

Sometime it is difficult to determine the exact reliability for complex systems in analytical procedures. Approximate solution of this problem can be provided through discretization of random variables. In this paper we describe the usefulness of discretization of a random variable using the reversed hazard rate function of its continuous version. Discretization of the exponential distribution has been demonstrated. Applications of this approach have also been cited. Numerical calculations indicate that the proposed approach gives very good approximation of reliability of complex systems under stress-strength set-up. The performance of the proposed approach is better than the existing discrete concentration method of discretization. This approach is conceptually simple, handles analytic intractability and reduces computational time. The approach can be applied in manufacturing industries for producing high-reliable items.

Keywords: Discretization, Reversed Hazard Rate, Exponential distribution, reliability approximation, engineering item.

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Authors: AHM Shamsuzzoha, Tauno Kekäle, Petri Helo

Abstract:

Product customization is an essential requirement for manufacturing firms to achieve higher customers- satisfaction and fulfill business target. In order to achieve these objectives, firms need to handle both external varieties such as customer preference, government regulations, cultural considerations etc and internal varieties such as functional requirements of product, production efficiency, quality etc. Both of the varieties need to be accumulated and integrated together for the purpose of producing customized product. These varieties are presented and discussed in this paper along with the perspectives of modular product design and development process. Other development strategies such as modularity, component commonality, product family design and product platform are presented with a view to achieve product variety quickly and economically. A case example both for the concept of modular design and platform based product development process is also presented with the help of design structure matrix (DSM) tool. This paper is concluded with several managerial implications and future research direction.

Keywords: Customization modular design, platform development, product variety.

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Authors: B. Engel, M. Junge

Abstract:

Manufacturing components of fiber-reinforced thermoplastics requires three steps: heating the matrix, forming and consolidation of the composite and terminal cooling the matrix. For the heating process a pre-determined temperature distribution through the layers and the thickness of the pre-consolidated sheets is recommended to enable forming mechanism. Thus, a design for the heating process for forming composites with thermoplastic matrices is necessary. To obtain a constant temperature through thickness and width of the sheet, the heating process was analyzed by the help of the finite element method. The simulation models were validated by experiments with resistance thermometers as well as with an infrared camera. Based on the finite element simulation, heating methods for infrared radiators have been developed. Using the numeric simulation many iteration loops are required to determine the process parameters. Hence, the initiation of a model for calculating relevant process parameters started applying regression functions.

Keywords: Fiber-reinforced thermoplastics, heating strategies, middle-wave infrared radiator.

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Authors: R. Kiš, M. Malcho, M. Janovcová

Abstract:

This work aims to present a numerical analysis of the natural gas which flows through a high-pressure pipeline and an orifice plate, through the use of CFD methods. The paper contains CFD calculations for the flow of natural gas in a pipe with different geometry used for the orifice plates. One of them has a standard geometry and a shape without any deformation and the other is deformed by the action of the pressure differential. It shows the behavior of natural gas in a pipeline using the velocity profiles and pressure fields of the gas in both models with their differences. The entire research is based on the elimination of any inaccuracy which should appear in the flow of the natural gas measured in the high-pressure pipelines of the gas industry and which is currently not given in the relevant standard.

Keywords: Orifice plate, high-pressure pipeline, natural gas, CFD analysis.

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Authors: Sidharth Talan, Devendra Kumar Yadav, Yuvraj Singh Rajput, Subhajit Bhattacharjee

Abstract:

Mining industry is known for its appetite to spend sizeable capital on mine equipment. However, in the current scenario, the mining industry is challenged by daunting factors of non-uniform geological conditions, uneven ore grade, uncontrollable and volatile mineral commodity prices and the ever increasing quest to optimize the capital and operational costs. Thus, the role of equipment reliability and maintenance planning inherits a significant role in augmenting the equipment availability for the operation and in turn boosting the mine productivity. This paper presents the Risk Based Maintenance (RBM) planning conducted on mine loading equipment namely Load Haul Dumpers (LHDs) at Vedanta Resources Ltd subsidiary Hindustan Zinc Limited operated Sindesar Khurd Mines, an underground zinc and lead mine situated in Dariba, Rajasthan, India. The mining equipment at the location is maintained by the Original Equipment Manufacturers (OEMs) namely Sandvik and Atlas Copco, who carry out the maintenance and inspection operations for the equipment. Based on the downtime data extracted for the equipment fleet over the period of 6 months spanning from 1^st January 2017 until 30^th June 2017, it was revealed that significant contribution of three downtime issues related to namely Engine, Hydraulics, and Transmission to be common among all the loading equipment fleet and substantiated by Pareto Analysis. Further scrutiny through Bubble Matrix Analysis of the given factors revealed the major influence of selective factors namely Overheating, No Load Taken (NTL) issues, Gear Changing issues and Hose Puncture and leakage issues. Utilizing the equipment wise analysis of all the downtime factors obtained, spares consumed, and the alarm logs extracted from the machines, technical design changes in the equipment and pre shift critical alarms checklist were proposed for the equipment maintenance. The given analysis is beneficial to allow OEMs or mine management to focus on the critical issues hampering the reliability of mine equipment and design necessary maintenance strategies to mitigate them.

Keywords: Bubble matrix analysis, LHDs, OEMs, pareto chart analysis, spares consumption matrix, critical alarms checklist.

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Authors: Sun Mei, Nagata Katsuya, Onoda Hiroshi

Abstract:

With the resource exhaustion, bad affections of human activities and the awakening of the human rights, the corporate social responsibility became popular corporate strategy achieving sustainable development of both corporation and society. The issue of Guideline of Chinese Corporate Social Responsibility Report promotes greatly corporation to take social responsibility. This paper built the index system according to this guideline and takes the textile industry as an example, uses the analytical hierarchy process to identify the weightings of different responsibilities of corporation to guide the corporate social responsibility performance assessment.

Keywords: Sustainable development, analytical hierarchyprocess, index system, corporate social responsibility

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Authors: Pavel Losak, Tomas Letal, Radek Nejezchleb

Abstract:

Tubular process equipment is often damaged in industrial processes. The damage occurs both on devices working at high temperatures and also on less exposed devices. In case of sudden damage of key equipment a shutdown of the whole production unit and resulting significant economic losses are imminent. This paper presents a solution of several types of tubular process equipment. The causes of damage and suggestions of correction actions are discussed in all cases. Very important part is the analysis of operational conditions, determination of unfavourable working states decreasing lifetime of devices and suggestions of correction actions. Lately very popular numerical methods are used for analysis of the equipment.

Keywords: creep, damage, fatigue, FEM, FSI, lifetime, tubular equipment

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Authors: Sakura Yoshii, Kana Sekiguchi, Akihiro Iijima

Abstract:

The balance between nitrogen loading and runoff in the forested headwater streams of the Kanna River was estimated to elucidate the current status of nitrogen saturation in a forested watershed. NO3-N concentration in the study area was far higher than the average value in Japan. Estimated nitrogen runoff accounted for 55–57% of nitrogen loading; suggesting that the forest-s nitrogen retention capacity is most likely in decline. Since the 1970s, Japan-s forestry industry has been declining due to the decrease in lumber demand and increase in cheap imported materials. Thus, this decline will contribute significantly to further reducing nitrogen saturation in forest ecosystems.

Keywords: Dissolved inorganic nitrogen species, Forest management, Nitrogen Saturation, Watershed.

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Authors: W. F. Ribeiro, J. L. N. Góes

Abstract:

The industrial process adds to engineering wood products features absent in solid wood, with homogeneous structure and reduced defects, improved physical and mechanical properties, bio-deterioration, resistance and better dimensional stability, improving quality and increasing the reliability of structures wood. These features combined with using fast-growing trees, make them environmentally ecological products, ensuring a strong consumer market. The wood I-joists are manufactured by the industrial profiles bonding flange and web, an important aspect of the production of wooden I-beams is the adhesive joint that bonds the web to the flange. Adhesives can effectively transfer and distribute stresses, thereby increasing the strength and stiffness of the composite. The objective of this study is to evaluate different resins in a shear strain specimens with the aim of analyzing the most efficient resin and possibility of using national products, reducing the manufacturing cost. First was conducted a literature review, where established the geometry and materials generally used, then established and analyzed 8 national resins and produced six specimens for each.

Keywords: Engineered wood products, structural resin, wood i-joist.

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Authors: A.Aloysius, L. Arockiam

Abstract:

In modern era, the biggest challenge facing the software industry is the upcoming of new technologies. So, the software engineers are gearing up themselves to meet and manage change in large software system. Also they find it difficult to deal with software cognitive complexities. In the last few years many metrics were proposed to measure the cognitive complexity of software. This paper aims at a comprehensive survey of the metric of software cognitive complexity. Some classic and efficient software cognitive complexity metrics, such as Class Complexity (CC), Weighted Class Complexity (WCC), Extended Weighted Class Complexity (EWCC), Class Complexity due to Inheritance (CCI) and Average Complexity of a program due to Inheritance (ACI), are discussed and analyzed. The comparison and the relationship of these metrics of software complexity are also presented.

Keywords: Software Metrics, Software Complexity, Cognitive Informatics, Cognitive Complexity, Software measurement

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Authors: Anselm L. Schüle, Thomas Rollmann, Reiner Anderl

Abstract:

Within the collaborative research center 666 a new product development approach and the innovative manufacturing method of linear flow splitting are being developed. So far the design process is supported by 3D-CAD models utilizing User Defined Features in standard CAD-Systems. This paper now presents new functions for generating 3D-models of integral sheet metal products with bifurcations using Siemens PLM NX 6. The emphasis is placed on design and semi-automated insertion of User Defined Features. Therefore User Defined Features for both, linear flow splitting and its derivative linear bend splitting, were developed. In order to facilitate the modeling process, an application was developed that guides through the insertion process. Its usability and dialog layout adapt known standard features. The work presented here has significant implications on the quality, accurateness and efficiency of the product generation process of sheet metal products with higher order bifurcations.

Keywords: Linear Flow Splitting, CRC 666, User Defined Features.

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Authors: Jinwoong Choi, Sun-Kyu Park, Sungnam Hong

Abstract:

For the efficient and safe use of the cable-stayed bridge, a design based on the detailed local analysis of the cable anchor system is required. Also, a theoretical design process for the anchor system should be prepared and reviewed. Generally, the size of the fixing pipe in the anchor system is decided according to the specifications prepared by cable-manufacturing companies, and accordingly, there is difficulty determining the initial inner diameters of the fixing pipes. As such, there is no choice but to use the products with the existing sizes. In this study, the existing design process of the fixing pipe, is a type of guide pipe anchor in the cable anchor system, is reviewed, a formula determining the thickness of the fixing pipe is proposed, and the convenience and validity of the suggested equation is compared with the results of the existing designs to verify its convenience and validity.

Keywords: Cable-stayed bridge; Guide pipe anchor system; Fixing pipe; Theoretical design process.

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Authors: S. R. Shamili, J. Karthikeyan

Abstract:

Fast development of the total populace and far and wide urbanization has surprisingly expanded the advancement of the construction industry. As a result of these activities, old structures are being demolished to make new buildings. Due to these large-scale demolitions, a huge amount of debris is generated all over the world, which results in a landfill. The use of construction and demolition waste as landfill causes groundwater contamination, which is hazardous. Using construction and demolition waste as aggregate can reduce the use of natural aggregates and the problem of mining. The objective of this study is to provide a detailed overview on how the construction and demolition waste material has been used as aggregate in structural concrete. In this study, the preparation, classification, and composition of construction and demolition wastes are also discussed.

Keywords: Aggregate, construction and demolition waste, landfill, large scale demolition.

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Authors: Anant Kumar Singh, Sunil Jha, Pulak M. Pandey

Abstract:

A novel nanofinishing process using improved ball end magnetorheological (MR) finishing tool was developed for finishing of flat as well as 3D surfaces of ferromagnetic and non ferromagnetic workpieces. In this process a magnetically controlled ball end of smart MR polishing fluid is generated at the tip surface of the tool which is used as a finishing medium and it is guided to follow the surface to be finished through computer controlled 3-axes motion controller. The experiments were performed on ferromagnetic workpiece surface in the developed MR finishing setup to study the effect of finishing time on final surface roughness. The performance of present finishing process on final finished surface roughness was studied. The surface morphology was observed under scanning electron microscopy and atomic force microscope. The final surface finish was obtained as low as 19.7 nm from the initial surface roughness of 142.9 nm. The outcome of newly developed finishing process can be found useful in its applications in aerospace, automotive, dies and molds manufacturing industries, semiconductor and optics machining etc.

Keywords: Ball end MR finishing tool, Magnetorheological finishing, Nanofinishing

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Authors: M. Ismail, E. Grifell-Tatjé, A. Paz

Abstract:

A significant discussion on the topic of blockchain as a solution to the issues of intellectual property highlights the relevance that this topic holds. Some experts label this technology as destructive since it holds immense potential to change course of traditional practices. The extent and areas to which this technology can be of use are still being researched. This paper provides an in-depth review on the intellectual property and blockchain technology. Further it explores what makes blockchain suitable for intellectual property, the practical solutions available and the support different governments are offering. This paper further studies the framework of universities in context of its outputs and how can they be streamlined using blockchain technology. The paper concludes by discussing some limitations and future research question.

Keywords: Blockchain, decentralization, open innovation, intellectual property, patents, university-industry relationship.

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Authors: B. Bakır, İ. Batmaz, F. A. Güntürkün, İ. A. İpekçi, G. Köksal, N. E. Özdemirel

Abstract:

The main aim of this study is to identify the most influential variables that cause defects on the items produced by a casting company located in Turkey. To this end, one of the items produced by the company with high defective percentage rates is selected. Two approaches-the regression analysis and decision treesare used to model the relationship between process parameters and defect types. Although logistic regression models failed, decision tree model gives meaningful results. Based on these results, it can be claimed that the decision tree approach is a promising technique for determining the most important process variables.

Keywords: Casting industry, decision tree algorithm C5.0, logistic regression, quality improvement.

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Authors: Ali M. Alakeel

Abstract:

Assertion-Based software testing has been shown to be a promising tool for generating test cases that reveal program faults. Because the number of assertions may be very large for industry-size programs, one of the main concerns to the applicability of assertion-based testing is the amount of search time required to explore a large number of assertions. This paper presents a new approach for assertions exploration during the process of Assertion- Based software testing. Our initial exterminations with the proposed approach show that the performance of Assertion-Based testing may be improved, therefore, making this approach more efficient when applied on programs with large number of assertions.

Keywords: Software testing, assertion-based testing, program assertions.

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Authors: Jitlada Chumee

Abstract:

Low silica type X (LSX) Zeolite is one of useful material in many manufacturing due to the advantage properties including high surface area, stability, microporous crystalline aluminosilicates and positive ion in an extra–framework. The LSX was used rice husk silica source which obtained by leaching with hydrochloric acid and calcination at 500C. To improve the synthesis method, the LSX was crystallizated in Teflon–lined autoclave will expedite deceasing of the amorphous particles. The mixed gel with composition of 5.5 Na2O : 1.65 K2O : Al2O3 : 2.2 SiO2 : 122 H2O was crystallized in different container (Polypropylene bottom and Teflon–lined autoclave). The obtained powder was characterized by X–ray diffraction (XRD), X–ray fluorescence spectrometry, N2 adsorption-desorption analysis BET surface area Scanning electron microscopy (SEM) and Fourier transform infrared spectroscopy to justify the quality of zeolite. The results showed the crystallized zeolite in Teflon lined autoclave has 102.8 nm of crystal size, 286 m2/g of surface area and fewer amounts of round amorphous particles when compared with the crystallized zeolite in Polypropylene.

Keywords: LSX Zeolite, rice husk and crystallized container.

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Authors: Han Nguyen

Abstract:

The objectives of this study is to investigate the impact of culture on advertising appeals in mobile phone industry via social media channel in UK, Brazil and India. Content analysis on Samsung and Nokia commercials in YouTube is conducted. The result indicates that the advertising appeals are both congruent and incongruent with cultural dimensions in UK, Brazil and India. The result suggests that Hofstede and value paradoxes might be the tools to predict the relationship between cultural values and advertising appeals.

Keywords: Advertising appeal, international advertising, mobile phone advertising, social media advertising.

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