Search results for: Trade

Authors: Su-Hyun Jung, Chang-Bin Ha, Hyoung-Kyu Song

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Recently, increasing the quality of experience (QoE) is an important issue. Since performance degradation at cell edge extremely reduces the QoE, several techniques are defined at LTE/LTE-A standard to remove inter-cell interference (ICI). However, the conventional techniques have disadvantage because there is a trade-off between resource allocation and reliable communication. The proposed scheme reduces the ICI more efficiently by using channel state information (CSI) smartly. It is shown that the proposed scheme can reduce the ICI with fewer resources.

Keywords: Adaptive beam forming, CoMP, LTE-A, ICI reduction.

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Authors: M. A. Sharbafi, M. Shakiba Herfeh, Caro Lucas, A. Mohammadi Nejad

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Several researchers have proposed methods about combination of Genetic Algorithm (GA) and Fuzzy Logic (the use of GA to obtain fuzzy rules and application of fuzzy logic in optimization of GA). In this paper, we suggest a new method in which fuzzy decision making is used to improve the performance of genetic algorithm. In the suggested method, we determine the alleles that enhance the fitness of chromosomes and try to insert them to the next generation. In this algorithm we try to present an innovative vaccination in the process of reproduction in genetic algorithm, with considering the trade off between exploration and exploitation.

Keywords: Genetic Algorithm, Fuzzy Decision Making.

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Authors: Sandhya Rijal, Saroj Adhikari, Ramesh R. Pant

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Non-Timber Forest Products (NTFPs) have attracted substantial interest in the recent years with the increasing recognition that these can provide essential community needs for improved and diversified rural livelihood and support the objectives of biodiversity conservation. Nevertheless, various challenges are witnessed in their sustainable harvest and management. Assuming that sustainable management with community stewardship can offer one of the solutions to existing challenges, the study assesses the linkages between NTFPs and rural livelihood in Lamabagar village of Dolakha, Nepal. The major objective was to document the status of NTFPs and their contributions in households of Lamabagar. For status documentation, vegetation sampling was done using systematic random sampling technique. 30 plots of 10 m × 10 m were laid down in six parallel transect lines at horizontal distance of 160 m in two different community forests. A structured questionnaire survey was conducted in 76 households (excluding non-response rate) using stratified random sampling technique for contribution analysis. Likewise, key informant interview and focus group discussions were also conducted for data triangulations. 36 different NTFPs were recorded from the vegetation sample in two community forests of which 50% were used for medicinal purposes. The other uses include fodder, religious value, and edible fruits and vegetables. Species like Juniperus indica, Daphne bholua Aconitum spicatum, and Lyonia ovalifolia were frequently used for trade as a source of income, which was sold in local market. The protected species like Taxus wallichiana and Neopicrorhiza scrophulariiflora were also recorded in the area for which the trade is prohibited. The protection of these species urgently needs community stewardship. More than half of the surveyed households (55%) were depending on NTFPs for their daily uses, other than economic purpose whereas 45% of them sold those products in the market directly or in the form of local handmade products as a source of livelihood. NTFPs were the major source of primary health curing agents especially for the poor and unemployed people in the study area. Hence, the NTFPs contributed to livelihood under three different categories: subsistence, supplement income and emergency support, depending upon the economic status of the households. Although the status of forest improved after handover to the user group, the availability of valuable medicinal herbs like Rhododendron anthopogon, Swertia nervosa, Neopicrorhiza scrophulariiflora, and Aconitum spicatum were declining. Inadequacy of technology, lack of easy transport access, and absence of good market facility were the major limitations for external trade of NTFPs in the study site. It was observed that people were interested towards conservation only if they could get some returns: economic in terms of rural settlements. Thus, the study concludes that NTFPs could contribute rural livelihood and support conservation objectives only if local communities are provided with the easy access of technology, market and capital.

Keywords: Contribution, medicinal, subsistence, sustainable harvest.

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Authors: Willem Waegeman, Luc Boullart

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Instead of traditional (nominal) classification we investigate the subject of ordinal classification or ranking. An enhanced method based on an ensemble of Support Vector Machines (SVM-s) is proposed. Each binary classifier is trained with specific weights for each object in the training data set. Experiments on benchmark datasets and synthetic data indicate that the performance of our approach is comparable to state of the art kernel methods for ordinal regression. The ensemble method, which is straightforward to implement, provides a very good sensitivity-specificity trade-off for the highest and lowest rank.

Keywords: Ordinal regression, support vector machines, ensemblelearning.

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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: Arne Koschel

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This article discusses event monitoring options for heterogeneous event sources as they are given in nowadays heterogeneous distributed information systems. It follows the central assumption, that a fully generic event monitoring solution cannot provide complete support for event monitoring; instead, event source specific semantics such as certain event types or support for certain event monitoring techniques have to be taken into account. Following from this, the core result of the work presented here is the extension of a configurable event monitoring (Web) service for a variety of event sources. A service approach allows us to trade genericity for the exploitation of source specific characteristics. It thus delivers results for the areas of SOA, Web services, CEP and EDA.

Keywords: Event monitoring, ECA, CEP, SOA, Web services.

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Authors: Theodosios Tsiakis, George Stephanides, George Pekos

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The growth of open networks created the interest to commercialise it. The establishment of an electronic business mechanism must be accompanied by a digital-electronic payment system to transfer the value of transactions. Financial organizations are requested to offer a secure e-payment synthesis with equivalent levels of trust and security served in conventional paper-based payment transactions. The paper addresses the challenge of the first trade problem in e-commerce, provides a brief literature review on electronic payment and attempts to explain the underlying concept and method of trust in relevance to electronic payment.

Keywords: Electronic payment, security, trust, electronic business mechanism.

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Authors: Hossein Nourkhiz Mahjoub, Mohsen Shiva

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Wireless Mesh Networking is a promising proposal for broadband data transmission in a large area with low cost and acceptable QoS. These features- trade offs in WMNs is a hot research field nowadays. In this paper a mathematical optimization framework has been developed to maximize throughput according to upper bound delay constraints. IEEE 802.11 based infrastructure backhauling mode of WMNs has been considered to formulate the MINLP optimization problem. Proposed method gives the full routing and scheduling procedure in WMN in order to obtain mentioned goals.

Keywords: Mixed-Integer Non Linear Programming (MINLP), routing and scheduling, throughput, wireless mesh networks (WMNs)

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Authors: Mohanad Hammad

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Port institutions serve as a link connecting the land areas that receive the goods and the areas from where ships sail. These areas hold great significance for the conversion of goods into commodities of economic value, capable of meeting the needs of the society. Development of ports constitutes a fundamental component of the comprehensive economic development process. Recognizing this fact, developing countries have always resorted to this infrastructural element to resolve the numerous problems they face, taking into account its contribution to the reformation of their economic conditions. Iraqi ports have played a major role in boosting the commercial movement in Iraq, as they are the starting point of its oil exports and a key constituent in fulfilling the consumer and production needs of the various economic sectors of Iraq. With the Gulf wars and the economic blockade, Iraqi ports have continued to deteriorate and become unable to perform their functions as first-generation ports, prompting Iraq to use the ports of neighboring countries such as Jordan's Aqaba commercial port. Meanwhile, Iraqi ports face strong competition from the ports of neighboring countries, which have achieved progress and advancement as opposed to the declining performance and efficiency of Iraqi ports. The great developments in the economic conditions of Iraq lay a too great burden on the Iraqi maritime transport and ports, which require development in order to be able to meet the challenges arising from the fierce international and regional competition in the markets. Therefore, it is necessary to find appropriate solutions in support of the role that can be played by Iraqi ports in serving Iraq's foreign trade transported by sea and in keeping up with the development of foreign trade. Thus, this research aims at tackling the current situation of the Iraqi ports and their commercial activity and studying the problems and obstacles they face. The research also studies the future prospects of these ports, the potentials of maritime openness to Iraq under the fierce competition of neighboring ports, and the possibility of enhancing Iraqi ports’ competitiveness. Among the results produced by this research is the future scenario it proposes for Iraqi ports, mainly represented in the establishment of Al-Faw Port, which will contribute to a greater openness of maritime transport in Iraq, and the rehabilitation and expansion of existing ports. This research seeks to develop solutions to Iraq ports so that they can be repositioned as a vital means of promoting economic development.

Keywords: Transport, port, regional openness, development.

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Authors: A. Kayes, D. Christopher Kayes

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In this paper, we rely on the story of the late British weapons inspector David Kelly to illustrate how sensemaking can inform the study of the ethics of suppression of dissent. Using archival data, we reconstruct Dr. Kelly-s key responsibilities as a weapons inspector and government employee. We begin by clarifying the concept of dissent and how it is a useful organizational process. We identify the various ways that dissent has been discussed in the organizational literature and reconsider the process of sensemaking. We conclude that suppression of opinions that deviate from the majority is part of the identity maintenance of the sensemaking process. We illustrate the prevention of dissent in organizations consists of a set of unsatisfactory trade-offs.

Keywords: ethics, dissent, suppression, sensemaking

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Authors: Arafet Bouaicha, Hatem Allegui, Amar Rouane, El-Hassane Aglzim, Abdelkader Mami

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In order to further understand the behavior of PEM fuel cell and optimize their performance, it is necessary to perform measurements in real time. The internal impedance measurement by electrochemical impedance spectroscopy (EIS) is of great importance. In this work, we present the impedance measurement method of a PEM fuel cell by electrochemical impedance spectroscopy method and the realization steps of electronic load for this measuring technique implementation. The theoretical results are obtained from the simulation of software PSPICE® and experimental tests are carried out using the Ballard Nexa™ PEM fuel cell system.

Keywords: Electronic load, MOS transistor, PEM fuel cell, Impedance measurement, Electrochemical Impedance Spectroscopy (EIS).

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Authors: A.Hasanpour, M. Farhadi, H.R. Ashorynejad

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In this paper a numerical technique is used to predict the metal temperature of a gas turbine vane. The Rising combustor exit temperatures in gas turbine engines necessitate active cooling for the downstream turbine section to avoid thermal failure. This study is performed the solution of external flow, internal convection, and conduction within the metal vane. Also the trade-off between the cooling performances in four different hole shapes and configurations is performed. At first one of the commonly used cooling hole geometry is investigated; cylindrical holes and then two other configurations are simulated. The average temperature magnitude in mid-plan section of each configuration is obtained and finally the lower temperature value is selected such as best arrangement.

Keywords: Forced Convection, Gas Turbine Blade, Hole Configuration

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Authors: James A Foster, Guglielmo S Aglietti

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Multifunctional structures are a potentially disruptive technology that allows for significant mass savings on spacecraft. The specific concept addressed herein is that of a multifunctional power structure. In this paper, a parametric optimisation of the design of such a structure that uses commercially available battery cells is presented. Using numerical modelling, it was found that there exists several trade-offs aboutthe conflict between the capacity of the panel and its mechanical properties. It was found that there is no universal optimal location for the cells. Placing them close to the mechanical interfaces increases loading in the mechanically weak cells whereas placing them at the centre of the panel increases the stress inthe panel and reduces the stiffness of the structure.

Keywords: Design Optimization, Multifunctional Structures, Power Storage.

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Authors: Nafise Fareghzadeh

Abstract:

Service identification is one of the main activities in the modeling of a service-oriented solution, and therefore errors made during identification can flow down through detailed design and implementation activities that may necessitate multiple iterations, especially in building composite applications. Different strategies exist for how to identify candidate services that each of them has its own benefits and trade offs. The approach presented in this paper proposes a selective identification of services approach, based on in depth business process analysis coupled with use cases and existing assets analysis and goal service modeling. This article clearly emphasizes the key activities need for the analysis and service identification to build a optimized service oriented architecture. In contrast to other approaches this article mentions some best practices and steps, wherever appropriate, to point out the vagueness involved in service identification.

Keywords: SOA, service identification, service taxonomy, service layer.

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Authors: Yavar Safaei Mehrabani, Mehdi Hosseinzadeh

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As embedded and portable systems were emerged power consumption of circuits had been major challenge. On the other hand latency as determines frequency of circuits is also vital task. Therefore, trade off between both of them will be desirable. Modulo 2n+1 adders are important part of the residue number system (RNS) based arithmetic units with the interesting moduli set (2n-1,2n, 2n+1). In this manuscript we have introduced novel binary representation to the design of modulo 2n+1 adder. VLSI realization of proposed architecture under 180 nm full static CMOS technology reveals its superiority in terms of area, power consumption and power-delay product (PDP) against several peer existing structures.

Keywords: Computer arithmetic, modulo 2n+1 adders, Residue Number System (RNS), VLSI.

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Authors: T. Mladenov, F. Mujahid, E. Jung, D. Har

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The application of the synchronous dynamic random access memory (SDRAM) has gone beyond the scope of personal computers for quite a long time. It comes into hand whenever a big amount of low price and still high speed memory is needed. Most of the newly developed stand alone embedded devices in the field of image, video and sound processing take more and more use of it. The big amount of low price memory has its trade off – the speed. In order to take use of the full potential of the memory, an efficient controller is needed. Efficient stands for maximum random accesses to the memory both for reading and writing and less area after implementation. This paper proposes a target device independent DDR SDRAM pipelined controller and provides performance comparison with available solutions.

Keywords: DDR SDRAM, controller, effective implementation

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Authors: Arne Koschel, Irina Astrova

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Heterogeneity has to be taken into account when integrating a set of existing information sources into a distributed information system that are nowadays often based on Service- Oriented Architectures (SOA). This is also particularly applicable to distributed services such as event monitoring, which are useful in the context of Event Driven Architectures (EDA) and Complex Event Processing (CEP). Web services deal with this heterogeneity at a technical level, also providing little support for event processing. Our central thesis is that such a fully generic solution cannot provide complete support for event monitoring; instead, source specific semantics such as certain event types or support for certain event monitoring techniques have to be taken into account. Our core result is the design of a configurable event monitoring (Web) service that allows us to trade genericity for the exploitation of source specific characteristics. It thus delivers results for the areas of SOA, Web services, CEP and EDA.

Keywords: ECA, CEP, SOA, and Web services.

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Authors: Rudainah Alkhazam, Özlem Yaşar Uğurlu

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Immigrant entrepreneurship arises from the start of entrepreneurial activity by immigrants in the country they relocate to. The future prosperity and stability of the refugee-hosting countries depends on the mutual social and economic benefits between the residents and the refugees. Syrian refugees and workers in host countries necessitate efforts to assist their residents and refugees in meeting their daily needs, contributing lawfully to local and possibly regional economies through trade, and instilling hope in their future. This study investigates the effects of Syrian refugee entrepreneurs on host communities' business sectors, focusing on Turkey. Specifically, we examine entrepreneurship in general and its role in the country's economy. Because Turkey is the most popular resettlement destination for Syrian refugees, this study will shed light on the challenges of successful migrant entrepreneurship in Turkey and their role in the business sector. The research relies on a mixed-method approach which helps identify recurring themes, favorable results, and conflicting results across methods, allowing us to draw accurate conclusions. The study will adopt a quantitative method in collecting numerical data from Syrian refugees in Turkey. The self-administered survey would be translated into Arabic to ensure that the respondents understood the questions and possible replies. The research will use survey questionnaires to gather the majority of the data. These surveys would have closed-ended questions with nominal ratio and Likert scales. The data will be analyzed using linear regression and the Statistical Package for Social Sciences (SPSS) to ascertain the role of Syrian entrepreneurs in the business sectors of Turkey. The research will use the findings to make future recommendations. Syrian entrepreneurs, among the migrant entrepreneurs, contribute to the labor market, the majority of whom are young people. This research noted the significant participation of Syrian immigrant women in the entrepreneurship sector. The previous experience of Syrians in the field of trade and running their own business plays a vital role in the success of their business in the host countries. The study shows that Syrian entrepreneurs could integrate effectively into the various Turkish business sectors and could rely on themselves, open and manage their projects, and market them in the Turkish market. Syrian entrepreneurs consider that the investment and labor laws, commercial arrangements, and facilities for obtaining financial resources in Turkey need to be more flexible and available to immigrant entrepreneurs.

Keywords: Entrepreneurship, immigration, Syrian, Turkey, refugees, investors, socio-economic benefits, unemployment.

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Authors: Ryuya Uda

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On existing online shopping on the web, SSL and password are usually used to achieve the secure trades. SSL shields communication from the third party who is not related with the trade, and indicates that the trader's web site is authenticated by one of the certification authority. Password certifies a customer as the same person who has visited the trader's web site before, and protects the customer's privacy such as what the customer has bought on the site. However, there is no forensics for the trades in those cased above. With existing methods, no one can prove what is ordered by customers, how many products are ordered and even whether customers have ordered or not. The reason is that the third party has to guess what were traded with logs that are held by traders and by customers. The logs can easily be created, deleted and forged since they are electronically stored. To enhance security with digital forensics for electronic commerce on the web, I indicate a secure method with cellular phones.

Keywords: Cellular Phone, Digital Forensics, ElectronicCommerce, Information Security

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Authors: Marcelo Dias Carvalho, Leticia Ishikawa

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Supply Chain Risk Management refers to a set of strategies used by companies to avoid supply chain disruption caused by damage at production facilities, natural disasters, capacity issues, inventory problems, incorrect forecasts, and delays. Many companies use the techniques of the Toyota Production System, which in a way goes against a better management of supply chain risks. This paper studies key events in some multinationals to analyze the trade-off between the best supply chain risk management techniques and management policies designed to create lean enterprises. The result of a good balance of these actions is the reduction of losses, increased customer trust in the company and better preparedness to face the general risks of a supply chain.

Keywords: Supply chain disruptions, supply chain management, supply chain resilience, just-in-time production, lean manufacturing.

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Authors: Andrzej Przemyslaw Kusnierczak

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Advances in technology (e.g. the internet, telecommunication) and political changes (fewer trade barriers and an enlarged European Union, ASEAN, NAFTA and other organizations) have led to develop international competition and expand into new markets. Companies in Thailand, Asia and around the globe are increasingly being pressured on price and for faster time to enter the market. At the same time, new markets are appearing and many companies are looking for changes and shifts in their domestic markets. These factors have enabled the rapid growth for companies and globalizing many different business activities during the product development process from research and development (R&D) to production. This research will show and clarify methods how to develop global product. Also, it will show how important is a global product impact into Thai Economy development.

Keywords: Development, global, management, product.

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Authors: Nihan Cinar

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Location selection is one of the most important decision making process which requires to consider several criteria based on the mission and the strategy. This study-s object is to provide a decision support model in order to help the bank selecting the most appropriate location for a bank-s branch considering a case study in Turkey. The object of the bank is to select the most appropriate city for opening a branch among six alternatives in the South-Eastern of Turkey. The model in this study was consisted of five main criteria which are Demographic, Socio-Economic, Sectoral Employment, Banking and Trade Potential and twenty one subcriteria which represent the bank-s mission and strategy. Because of the multi-criteria structure of the problem and the fuzziness in the comparisons of the criteria, fuzzy AHP is used and for the ranking of the alternatives, TOPSIS method is used.

Keywords: MCDM, bank branch location, fuzzy AHP, TOPSIS.

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Authors: José Antonio Esparza Isasa, Finn Overgaard Hansen, Peter Gorm Larsen

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This paper presents a new methodology to study power and energy consumption in mechatronic systems early in the development process. This new approach makes use of two modeling languages to represent and simulate embedded control software and electromechanical subsystems in the discrete event and continuous time domain respectively within a single co-model. This co-model enables an accurate representation of power and energy consumption and facilitates the analysis and development of both software and electro-mechanical subsystems in parallel. This makes the engineers aware of energy-wise implications of different design alternatives and enables early trade-off analysis from the beginning of the analysis and design activities.

Keywords: Energy consumption, embedded systems, modeldriven engineering, power awareness.

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Authors: A. Budiyono

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The control design for unmanned underwater vehicles (UUVs) is challenging due to the uncertainties in the complex dynamic modeling of the vehicle as well as its unstructured operational environment. To cope with these difficulties, a practical robust control is therefore desirable. The paper deals with the application of coefficient diagram method (CDM) for a robust control design of an autonomous underwater vehicle. The CDM is an algebraic approach in which the characteristic polynomial and the controller are synthesized simultaneously. Particularly, a coefficient diagram (comparable to Bode diagram) is used effectively to convey pertinent design information and as a measure of trade-off between stability, response speed and robustness. In the polynomial ring, Kharitonov polynomials are employed to analyze the robustness of the controller due to parametric uncertainties.

Keywords: coefficient diagram method, robust control, Kharitonov polynomials, unmanned underwater vehicles.

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Authors: Amer Momani, Tarek Al-Hawari, Abdallah Alakayleh

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This study explains how to construct an actionable activity-based costing and management system to accurately track and account the total costs of architectural aluminum projects. Two Activity-Based Costing (ABC) models were proposed to accomplish this purpose. First, the learning and development model was introduced to examine how to apply an ABC model in an architectural aluminum firm for the first time and to be familiar with ABC concepts. Second, an actual ABC model was built on the basis of the results of the previous model to accurately trace the actual costs incurred on each project in a year, and to be able to provide a quote with the best trade-off between competitiveness and profitability. The validity of the proposed model was verified on a local architectural aluminum company.

Keywords: Activity-based costing, activity-based management, construction, architectural aluminum.

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Authors: Kim Nee Goh, Viknesh Kumar Naleyah

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Online trading is an alternative to conventional shopping method. People trade goods which are new or pre-owned before. However, there are times when a user is not able to search the items wanted online. This is because the items may not be posted as yet, thus ending the search. Conventional search mechanism only works by searching and matching search criteria (requirement) with data available in a particular database. This research aims to match current search requirements with future postings. This would involve the time factor in the conventional search method. A Car Matching Alert System (CMAS) prototype was developed to test the matching algorithm. When a buyer-s search returns no result, the system saves the search and the buyer will be alerted if there is a match found based on future postings. The algorithm developed is useful and as it can be applied in other search context.

Keywords: Matching algorithm, online trading, search, future postings, car matching

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Authors: Chau Nguyen Viet, Ian Marshall

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This paper presents a new classification algorithm using colour and texture for obstacle detection. Colour information is computationally cheap to learn and process. However in many cases, colour alone does not provide enough information for classification. Texture information can improve classification performance but usually comes at an expensive cost. Our algorithm uses both colour and texture features but texture is only needed when colour is unreliable. During the training stage, texture features are learned specifically to improve the performance of a colour classifier. The algorithm learns a set of simple texture features and only the most effective features are used in the classification stage. Therefore our algorithm has a very good classification rate while is still fast enough to run on a limited computer platform. The proposed algorithm was tested with a challenging outdoor image set. Test result shows the algorithm achieves a much better trade-off between classification performance and efficiency than a typical colour classifier.

Keywords: Colour, texture, classification, obstacle detection.

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Authors: S. Botman, D. Borchevkin, V. Petrov, E. Bogdanov, M. Patrushev, N. Shusharina

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In this paper, we report the development of the device for diagnostics of cardiovascular system state and associated automated workstation for large-scale medical measurement data collection and analysis. It was shown that optimal design for the monitoring device is wristband as it represents engineering trade-off between accuracy and usability. Monitoring device is based on the infrared reflective photoplethysmographic sensor, which allows collecting multiple physiological parameters, such as heart rate and pulsing wave characteristics. Developed device uses BLE interface for medical and supplementary data transmission to the coupled mobile phone, which processes it and send it to the doctor's automated workstation. Results of this experimental model approbation confirmed the applicability of the proposed approach.

Keywords: Cardiovascular diseases, health monitoring systems, photoplethysmography, pulse wave, remote diagnostics.

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Authors: Jiratta Phuboon-ob, Raweewan Auepanwiriyakul

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A data warehouse (DW) is a system which has value and role for decision-making by querying. Queries to DW are critical regarding to their complexity and length. They often access millions of tuples, and involve joins between relations and aggregations. Materialized views are able to provide the better performance for DW queries. However, these views have maintenance cost, so materialization of all views is not possible. An important challenge of DW environment is materialized view selection because we have to realize the trade-off between performance and view maintenance. Therefore, in this paper, we introduce a new approach aimed to solve this challenge based on Two-Phase Optimization (2PO), which is a combination of Simulated Annealing (SA) and Iterative Improvement (II), with the use of Multiple View Processing Plan (MVPP). Our experiments show that 2PO outperform the original algorithms in terms of query processing cost and view maintenance cost.

Keywords: Data warehouse, materialized views, view selectionproblem, two-phase optimization.

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Authors: Sinee Sankrusme

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Boon Rawd Brewery is a beer company based in Thailand that has an exemplary image, both as a good employer and a well-managed company with a strong record of social responsibility. The most famous of the company’s products is Singha beer. To study the company’s marketing strategy, a case study analysis was conducted together with qualitative research methods. The study analyzed the marketing strategy of Boon Rawd Brewery before the liberalization of the liquor market in 2000. The company’s marketing strategies consisted of the following: product line strategy, product development strategy, block channel strategy, media strategy, trade strategy, and consumer incentive strategy. Additionally, the company employed marketing mix strategy based on the 4Ps: product, price, promotion and place (of distribution).

Keywords: Beer, Boon Rawd Brewery Company, Marketing Strategy.

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