Search results for: Critical Social Research

Authors: Ilze Stokmane

Abstract:

Economic processes underway in the country directly and indirectly affect the welfare of the people and the social environment, starting with job security and having a direct impact on the qualitative and safe living environment.

The paper describes existing situation and gives analysis of the regional development policy determination and implementation in the all three Baltic countries. According statistical indicators there are differences between implementation of the regional development activities between all Baltic countries and in regions of inside each country.

It is analyzed more detail differences between regions in Latvia, Lithuania and Estonia according possibility to evaluate success of development processes in regions of the Baltic countries. The descriptive analyze of documents, statistical indicators at national level and regional level were used in the research.

Keywords: Baltic countries, city environment, regional development, urban areas.

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Authors: B. Chetti

Abstract:

Dynamic characteristics of a four-lobe journal bearing of micropolar fluids are presented. Lubricating oil containing additives and contaminants is modelled as micropolar fluid. The modified Reynolds equation is obtained using the micropolar lubrication theory and solving it by using finite difference technique. The dynamic characteristics in terms of stiffness, damping coefficients, the critical mass and whirl ratio are determined for various values of size of material characteristic length and the coupling number. The results show compared with Newtonian fluids, that micropolar fluid exhibits better stability.

Keywords: Four-lobe bearings, dynamic characteristics, stabilityanalysis, micropolar fluid

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Authors: L.Ramesh, S.P.Chowdhury, S.Chowdhury, A.A.Natarajan, C.T.Gaunt

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Accurate loss minimization is the critical component for efficient electrical distribution power flow .The contribution of this work presents loss minimization in power distribution system through feeder restructuring, incorporating DG and placement of capacitor. The study of this work was conducted on IEEE distribution network and India Electricity Board benchmark distribution system. The executed experimental result of Indian system is recommended to board and implement practically for regulated stable output.

Keywords: Distribution system, Distributed Generation LossMinimization, Network Restructuring

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Authors: Maya Lisa Aryanti, S. S. M. Hum

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To improve students’ skill, writing is the most challenging skill to be developed. The reason is that besides helping the students to develop their skill, this activity also helps them to express themselves. This paper depicts how paraphrasing is very helpful to interpret students’ writing. Syntactic units, used tenses and meanings will indeed change once the writings were paraphrased. The objectives of this research are to reveal the inappropriate structure of syntactic units, to show what types of sentences the students often make, and to show how paraphrasing can help to infer the message. The methodology of this research is descriptive qualitative research. In addition, theories of linguistics are also included. This includes theory of Syntax to describe syntactic units and tenses and theory of Semantics to describe theories of meaning and how paraphrasing works. The theories of general linguistics, grammar and writing are also provided to support the theories of Syntax and Semantics. The results of this research are concerned with how the message is received in the end. The message written in the students’ essay is not clear because of the improper structure of syntactic units and use of incorrect of tenses. The students tend to use simple sentences, compound sentences and complex sentences with a few mistakes in their writing. In addition, they tend to create unnecessary phrases. The last point is that this research shows how paraphrase works to attain complete meaning of a sentence.

Keywords: Paraphrase, meanings, syntactic units and tenses.

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Authors: Mary Panko, Rashika Sharma

Abstract:

Sustainability often appears to be an unfamiliar concept to many international students that enrol in a New Zealand technological degree. Lecturers’ experiences with classroom interactions and evaluation of assessments indicate that studying the concept enlightens and enhances international students understanding of sustainability. However, in most cases, even after studying sustainability in their degree programme, students are not given an opportunity to practice and apply this concept into their professions in their home countries. Therefore, using a qualitative approach, the academics conducted research to determine the change in international students understanding of sustainability before and after their enrolment in an Applied Technology degree. The research also aimed to evaluate if international students viewed sustainability of relevance to their professions and whether the students felt that they will be provided with an opportunity to apply their knowledge about sustainability in the industry. The findings of the research are presented in this paper.

Keywords: Education for sustainability, international students, vocational education.

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Authors: Ercan Ceyhan, Mehmet Ali Avci

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This research was made during the 2015 growing periods in the trial filed of "Research Station for Department of Field Crops, Agricultural Faculty, Selcuk University" according to “Randomized Blocks Design” with 3 replications. Research material was the following pea lines; PS16, PS18, PS21, PS23, PS24, PS25, PS36, PS47, PS49, PS51, PS54, PS58, PS67, PS69, PS71, PS73, PS83, PS84, PS87 and PSKY and three cultivars and other 2 commercial varieties named as Bolero, Rondo and Ultrello. Some agronomical characteristics such as plant height (cm) number of pod per plant number of seed per pod number of seed per plant 100 seed weight (g) and seed yield (kg ha-1) were determined. The highest seed yield was obtained 2727.0 kg ha-1 in the PS71 line and the lowest value was obtained 1238.0 kg ha-1 in the commercial variety of Bolero. Results of the research implicated that the new developed lines were superior compared with the control (commercial) varieties by means of most of the characteristics. Nevertheless, similar researches should be continued in different locations and years.

Keywords: Agricultural characters, pea, Pisum sativum, seed yield.

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Authors: Amir Sanayei, Seyed Farid Mousavi, Catherine Asadi Shahmirzadi

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Despite of many scholars and practitioners recognize the knowledge management implementation in an organizations but insufficient attention has been paid by researchers to select suitable knowledge portal system (KPS) selection. This study develops a Multi Criteria Decision making model based on the fuzzy VIKOR approach to help organizations in selecting KPS. The suitable portal is the critical influential factors on the success of knowledge management (KM) implementation in an organization.

Keywords: Knowledge management, Knowledge portal system, Fuzzy VIKOR.

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Authors: Siriporn Poolsuwan

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This research aims to explore the information needs, information usages, and problems of information usage of the older people club’s members in Dusit district, Bangkok. There are 12 clubs and 746 club’s members in this district. The research results use for older person service in this district. Data is gathered from 252 club’s members by using questionnaires. The quantitative approach uses in research by percentage, means and standard deviation. The results are as follows (1) The older people need Information for entertainment, occupation and academic in the field of short story, computer work, and religion and morality. (2) The participants use Information from various sources. (3) The Problem of information usage is their language skills because of the older people’s literacy problem.

Keywords: Information Behavior, Older Person, Information Seeking.

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Authors: Elnura Assyltayeva, Zhanar Aldubasheva, Zhengisbek Tolen

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An attempt has been made several times to identify and discuss the U.S. experience on the formation of political nation in political science. The purpose of this research paper is to identify the main aspects of the formation of civic identity in the United States and Kazakhstan, through the identification of similarities and differences that can get practical application in making decisions of national policy issues in the context of globalization, as well as to answer the questions “What should unite the citizens of Kazakhstan to the nation?" and “What should be the dominant identity: civil or ethnic (national) one?" Can Kazakhstan being multiethnic country like America, adopt its experience in the formation of a civic nation? Since it is believed that the “multi-ethnic state of the population is a characteristic feature of most modern countries in the world," it states that “inter-ethnic integration is one of the most important aspects of the problem of forming a new social community (metaetnic - Kazakh people, Kazakh nation" [1].

Keywords: nation, civic identity, nation building, globalization, interethnic relations, patriotism

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Authors: Subramaniam Chandran

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This paper describes the evolution of language politics and the part played by political leaders with reference to the Dravidian parties in Tamil Nadu. It explores the interesting evolution from separatism to coalition in sustaining the values of parliamentary democracy and federalism. It seems that the appropriation of language politics is fully ascribed to the DMK leadership under Annadurai and Karunanidhi. For them, the Tamil language is a self-determining power, a terrain of nationhood, and a perennial source of social and political powers. The DMK remains a symbol of Tamil nationalist party playing language politics in the interest of the Tamils. Though electoral alliances largely determine the success, the language politics still has significant space in the politics of Tamil Nadu. Ironically, DMK moves from the periphery to centre for getting national recognition for the Tamils as well as for its own maximization of power. The evolution can be seen in two major phases as: language politics for party building; and language politics for state building with three successive political processes, namely, language politics in the process of separatism, representative politics and coalition. The much pronounced Dravidian Movement is radical enough to democratize the party ideology to survive the spirit of parliamentary democracy. This has secured its own rewards in terms of political power. The political power provides the means to achieve the social and political goal of the political party. Language politics and leadership pattern actualized this trend though the movement is shifted from separatism to coalition.

Keywords: Language politics, cultural nationalism, leadership, social justice

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Authors: Z. D. Mansor, C. P. Mun, B. S. Nurul Farhana, Wan Aisyah Nasuha Wan Mohamed Tarmizi

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The aim of this research is to determine the influence of transformation leadership style on employee engagement among Generation Y. The growing of Generation Y employees in Malaysia has raised concerns about how to engage and motivate this cohort. Transformation Leadership style is one of the key factors to increase employee engagement levels in the organization. This study has proven to be important for the researchers and the organization to properly understand the concept of employee engagement, transformation leadership style and their relationship. The samples in this study included 221 respondents of Generation Y who are currently working in Selangor and Klang Valley area in Malaysia. The data were collected using questionnaires and analyzed by using Statistical Package for Social Science (SPSS). The results show that there is a significant relationship between the dimension of intellectual stimulation, inspiration motivation and individual consideration on employee engagement. In contrast, the results have revealed that there is no significant relationship between idealized influences of a leader on employee engagement among Generation Y.

Keywords: Employee engagement, gen Y, transformational leadership styles, survey.

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Authors: Mohsen Soori, Fooad Karimi Ghaleh Jough

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The integration of Artificial Intelligence (AI) techniques in the optimization of steel moment frame structures represents a transformative approach to enhance the design, analysis, and performance of these critical engineering systems. The review encompasses a wide spectrum of AI methods, including machine learning algorithms, evolutionary algorithms, neural networks, and optimization techniques, applied to address various challenges in the field. The synthesis of research findings highlights the interdisciplinary nature of AI applications in structural engineering, emphasizing the synergy between domain expertise and advanced computational methodologies. This synthesis aims to serve as a valuable resource for researchers, practitioners, and policymakers seeking a comprehensive understanding of the state-of-the-art in AI-driven optimization for steel moment frame structures. The paper commences with an overview of the fundamental principles governing steel moment frame structures and identifies the key optimization objectives, such as efficiency of structures. Subsequently, it delves into the application of AI in the conceptual design phase, where algorithms aid in generating innovative structural configurations and optimizing material utilization. The review also explores the use of AI for real-time structural health monitoring and predictive maintenance, contributing to the long-term sustainability and reliability of steel moment frame structures. Furthermore, the paper investigates how AI-driven algorithms facilitate the calibration of structural models, enabling accurate prediction of dynamic responses and seismic performance. Thus, by reviewing and analyzing the recent achievements in applications artificial intelligent in optimization of steel moment frame structures, the process of designing, analysis, and performance of the structures can be analyzed and modified.

Keywords: Artificial Intelligent, optimization process, steel moment frame, structural engineering.

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Authors: Usa Sutthisakorn, Samchai Jirapatarasil

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This paper aims to present knowledge management for solving economic problem and poverty in Thai community. A community in Thailand is studied as a case study for master plan or social and economic plan which derived form the research people conducted by themselves in their community. The result shows that community uses knowledge management in recording income and expense, analyzing their consumption, and then systematic planning of the production, distribution and consumption in the community. Besides, community enterprises, that people create as the by-products of master plan, can facilitate diverse economic activities which are able to reduce economic problem and poverty. The knowledge that people gain from solving their problem through building community enterprises are both tacit and explicit knowledge. Four styles of knowledge conversion: socialization,externalization, combination and internalization, are used. Besides, knowledge sharing inside the organization, between organizations and its environment are found. Keywordsknowledge management, community enterprise, Thailand.

Keywords: knowledge management, community enterprise, Thailand

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Authors: Norsiah Abdul Hamid, Halimah Badioze Zaman

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This paper outlines the research conducted to propose na framework of 'Knowledge Society' (KS) in the Malaysian context. It is important to highlight that the emergence of KS is a result of the rapid growth in knowledge and information. However, the discussion of KS should not only be limited to the importance of knowledge, but a holistic KS is also determined by other imperative dimensions. This article discusses the results of a study conducted previously in Malaysia in order to identify the essential dimensions of KS, and consequently propose a KS framework in the Malaysian context. Two methods were employed, namely the Delphi technique and semi-structured interviews. The modified Delphi involved five rounds with ten experts, while the interviews were conducted with two prominent figures in Malaysia. The results support the proposed framework which contains seven major dimensions in order for Malaysia to become a KS in the future. The dimensions which are crucial for a holistic Malaysian KS are human capital, spirituality, economy, social, institutional, sustainability, and driven by the ICT.

Keywords: Malaysia, Knowledge Society, Framework, Delphi Technique, Interview.

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Authors: Júlia Szőke

Abstract:

Negotiating across cultures needs consideration as different cultures have different norms, habits and behavioral patterns. The significance of cross-cultural negotiations lies in the fact that many business relationships have already failed due to the lack of cultural knowledge. Therefore, the paper deals with cross-cultural negotiations in case of Hungarian business negotiators. The aim of the paper is to introduce the findings of a two-phase research conducted among Hungarian business negotiators. In the first phase a qualitative research was conducted to reveal the importance of cultural differences in case of cross-cultural business negotiations from the viewpoint of Hungarian negotiators, whereas in the second phase a quantitative one was conducted to figure out whether cultural stereotypes affect the way how the respondents negotiate with people coming from different cultures. The research found out that in case of Hungarian negotiators it is mostly the lack of cultural knowledge that lurks behind the problems and miscommunication occurring during the negotiations. The research also revealed that stereotypes have an influence on the negotiation styles of Hungarian negotiators. The paper concludes that culture and cultural differences must be taken into consideration in case of cross-cultural negotiations so that problems and misunderstandings could be avoided.

Keywords: Business, culture, negotiations, stereotypes.

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Authors: Juha Kettunen

Abstract:

The study analyzes the quality and the size of the strategic network of higher education institutions and the concept of fitness for purpose in quality assurance. It also analyses the transaction costs of networking that have consequences on the number of members in the network. Empirical evidence is presented from the Consortium on Applied Research and Professional Education, which is a European strategic network of six higher education institutions. The results of the study support the argument that the number of members in the strategic network should be relatively small to provide high-quality results. The practical importance is that networking has been able to promote international research and development projects. The results of this study are important for those who want to design and improve international networks in higher education.

Keywords: Higher education, network, research and development, strategic management.

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Authors: Khadija Ali

Abstract:

Prosecution of sexual violence in international criminal law requires not only an understanding of the mechanisms employed to prosecute sexual violence but also a critical analysis of the factors facilitating perpetuation of such crimes in armed conflicts. The extrapolations laid out in this essay delve into the jurisprudence of international criminal law pertaining to sexual and gender based violence followed by the core question of this essay – has the entrenchment of sexual violence as international crimes in the Rome Statute been successful to address such violence in armed conflicts?

Keywords: Conflict, Gender, International Criminal Law Sexual Violence.

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Authors: Adil Loya, Ali Haider, Arslan A. Ghaffor, Abubaker Siddique

Abstract:

Simulation and modelling of Unmanned Aerial Vehicle (UAV) has gained wide popularity in front of aerospace community. The demand of designing and modelling optimized control system for UAV has increased ten folds since last decade, as next generation warfare is dependent on unmanned technologies. Therefore, this research focuses on the simulation of nonlinear UAV dynamics on Simulink and its integration with Flightgear. There has been lots of research on implementation of optimizing control using Simulink, however, there are fewer known techniques to simulate these dynamics over Flightgear and a tedious technique of acquiring data has been tackled in this research horizon. Sending data to Flightgear is easy but receiving it from Simulink is not that straight forward, i.e. we can only receive control data on the output. However, in this research we have managed to get the data out from the Flightgear by implementation of level 2 s-function block within Simulink. Moreover, the results captured from Flightgear over a Universal Datagram Protocol (UDP) communication are then compared with the attitude signal that were sent previously. This provide useful information regarding the difference in outputs attained from Simulink to Flightgear. It was found that values received on Simulink were in high agreement with that of the Flightgear output. And complete study has been conducted in a discrete way.

Keywords: aerospace, flight control, FlightGear, communication, Simulink

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Authors: Catherine Equey Balzli

Abstract:

Old age retirement pensions are an important concern among the Swiss but estimating one’s income after retirement is difficult due to the Swiss insurance system’s complexity. This project’s aim is to prepare for developing a digital platform that will allow individuals to plan for retirement in a simplified manner. The main objective of the platform will be to give individuals the tools to check that their savings and retirement benefits will allow them to continue the lifestyle to which they are accustomed once they are retired. The research results from qualitative (focus group) and quantitative (survey) methodologies, recommend the scope and functionalities for a digital platform to be developed. A main outcome is the need to limit the platform’s scope to old-age pension only (excluding survivors’ or disability pensions, for instance). Furthermore, an outcome regarding the functionalities is the proposition of scenarios such as early retirement, changes to income, or modifications to personal status. The development of the digital platform will be a subsequent project.

Keywords: Benefit statement, digital platform, retirement financial planning, social insurances.

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Authors: Samson Davoyan, Tatevik Sahakyan

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The purpose of this report is to suggest a new methodology for the assessment of the comparative efficiency of the reforms made in different countries by an integral index. We have highlighted the reforms made in post-crisis period in 21 former socialist countries. The integral index describes the social-economic development level. The integral index contains of six indexes: The Global Competitiveness Index, Doing Business, The Corruption Perception, The Index of Economic Freedom, The Human Development, and The Democracy Index, which are reported by different international organizations. With the help of our methodology we first summarized the above-mentioned 6 indexes and attained 1 general index, besides, our new method enables us to assess the comparative efficiency of the reforms made in different countries by analyzing them. The purpose is to reveal the opportunities and threats of socialeconomic reforms in different directions.

Keywords: Assessment, comparative, effectiveness, reforms

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Authors: F.B. Georgise, K. D. Thoben, M. Seifert

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This paper presents a research agenda on the SCOR model adaptation. SCOR model is designated to measure supply chain performance and logistics impact across the boundaries of individual organizations. It is at its growing stage of its life cycle and is enjoying the leverage of becoming the industry standard. The SCOR model has been developed and used widely in developed countries context. This research focuses on the SCOR model adaptation for the manufacturing industry in developing countries. With a necessary understanding of the characteristics, difficulties and problems of the manufacturing industry in developing countries- supply chain; consequently, we will try to designs an adapted model with its building blocks: business process model, performance measures and best practices.

Keywords: developing countries, manufacturing industry, SCOR model adaptation

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Authors: V. Lendel, M. Varmus

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

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

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Authors: M.B.S. Alferjani, A.A. Abdul Samad, N. Mohamad, M. Hilton, N. Ali

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This paper presents the Literature Review of carbon fiber reinforced polymer (CFRP) strips to reinforced concrete (RC) as a strengthening solution for T-beams. Although a great deal of research has been carried out on Rectangular beams strengthened with Fibre-Reinforced Polymer composites (FRP), Fiber reinforced polymer (FRP) composites have been increasingly studied for their application in the flexural or shear strengthening of reinforced concrete (RC) members. A detailed discussion of the shearstrengthening repair with FRP is undertaken. This paper will be limited to research of CFRP material externally bonded to the tensile face of concrete beams. In particular, research studying the effect of externally applied CFRP materials on the shear performance of reinforced concrete beams will be reported.

Keywords: CFRP, Concrete, Flexural, FRP, Shear, Strengthening.

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Authors: Lina Sinevičienė

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Arising problems of countries’ public finances, social and demographic changes motivate scientific and policy debates on public spending size, structure and efficiency in order to meet the changing needs of society and business. The concept of sustainable development poses new challenges for scientists and policy-makers in the field of public finance. This paper focuses on the investigation of the relationship between government expenditure and country’s economic development in the context of sustainable development. Empirical analysis focuses on the data of the European Union (except Croatia and Luxemburg) countries. The study covers 2003 – 2012 years, using annual cross-sectional data. Summarizing the research results, it can be stated that governments should pay more attention to the needs that ensure sustainable development in the long-run when formulating public expenditure policy, particularly in the field of environment protection.

Keywords: Economic development, economic growth, government expenditure, sustainable development.

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Authors: Anasheh Maridiroosi, Ali Reza Mahjoub, Hanieh Fakhri

Abstract:

Heteropoly acid nanoparticles anchored on graphene oxide based on UiO-66 were synthesized via in-situ growth hydrothermal method and tested for photodegradation of a tetracycline as critical pollutant. Results showed that presence of graphene oxide and UiO-66 with high specific surface area, great electron mobility and various functional groups make an excellent support for heteropoly acid and improve photocatalytic efficiency up to 95% for tetracycline. Furthermore, total organic carbon (TOC) analysis verified 79% mineralization of this pollutant under optimum condition.

Keywords: Heteropoly acid, graphene oxide, MOF, tetracycline.

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Authors: Benshi Zhu

Abstract:

In this paper, the existence, multiplicity and noexistence of positive solutions for a class of semipositone discrete boundary value problems with two parameters is studied by applying nonsmooth critical point theory and sub-super solutions method.

Keywords: Discrete boundary value problems, nonsmoothcritical point theory, positive solutions, semipositone, sub-super solutions method

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Authors: Souâd Demigha

Abstract:

Early detection of breast cancer is considered as a major public health issue. Breast cancer screening is not generalized to the entire population due to a lack of resources, staff and appropriate tools. Systematic screening can result in a volume of data which can not be managed by present computer architecture, either in terms of storage capabilities or in terms of exploitation tools. We propose in this paper to design and develop a data warehouse system in radiology-senology (DWRS). The aim of such a system is on one hand, to support this important volume of information providing from multiple sources of data and images and for the other hand, to help assist breast cancer screening in diagnosis, education and research.

Keywords: Breast cancer screening, data warehouse, diagnosis, education, research.

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Authors: D. Ščeulovs, E. Gaile-Sarkane

Abstract:

Fast development of technologies, economic globalization and many other external circumstances stimulate company’s competitiveness. One of the major trends in today’s business is the shift to the exploitation of the Internet and electronic environment for entrepreneurial needs. Latest researches confirm that e-environment provides a range of possibilities and opportunities for companies, especially for micro-, small- and medium-sized companies, which have limited resources. The usage of e-tools raises the effectiveness and the profitability of an organization, as well as its competitiveness. In the electronic market, as in the classic one, there are factors, such as globalization, development of new technology, price sensitive consumers, Internet, new distribution and communication channels that influence entrepreneurship. As a result of eenvironment development, e-commerce and e-marketing grow as well.

Objective of the paper: To describe and identify factors influencing company’s competitiveness in e-environment.

Research methodology: The authors employ well-established quantitative and qualitative methods of research: grouping, analysis, statistics method, factor analysis in SPSS 20 environment, etc. The theoretical and methodological background of the research is formed by using scientific researches and publications, such as that from mass media and professional literature; statistical information from legal institutions as well as information collected by the authors during the surveying process. Research result: The authors detected and classified factors influencing competitiveness in e-environment. 

In this paper, the authors presented their findings based on theoretical, scientific, and field research. Authors have conducted a research on e-environment utilization among Latvian enterprises. 

Keywords: Competitiveness, e-environment, factors, factor analysis.

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Authors: Yingguo Li

Abstract:

In this paper, we consider a discrete Gompertz model with time delay. Firstly, the stability of the equilibrium of the system is investigated by analyzing the characteristic equation. By choosing the time delay as a bifurcation parameter, we prove that Neimark- Sacker bifurcations occur when the delay passes a sequence of critical values. The direction and stability of the Neimark-Sacker are determined by using normal forms and centre manifold theory. Finally, some numerical simulations are given to verify the theoretical analysis.

Keywords: Gompertz system, Neimark-Sacker bifurcation, stability, time delay.

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Authors: Jana Aleksić, Marijana Petković

Abstract:

Female population has an increasing role when it comes to purchase. Consequently, the female population has a greater role in modern marketing. Although it is thought that women buy more than men, marketing strategy was not directed specifically towards women. The thing that has changed regarding women’s role in modern marketing is the fact that the female population has a leading position when it comes to decision making in various fields and various sectors, which was not the case in the past. Marketing should be directed towards women but it should be done in the right way. Compared to men, women buy in a different way, and they look for more various advantages in the product itself, than men do. This paper aims to show the importance of the female role in the modern marketing and management and to redirect marketing in some way towards female population through new marketing strategies and management systems. Hypothesis is that women have an important role in marketing, and marketing strategy of modern society could and should be based on and directed towards female population and their tastes when it comes to purchasing. It is necessary and desirable to apply marketing strategy with a special strategy that has an emphasis on women and their purchase or in a word to apply WS- woman strategy. This research was carried out as a random sample research, where were obtained 212 valid surveys whose results serve as a basis for drawing conclusions about the research as well as to verify the formulated hypotheses. The research was carried out during 2011 and 2012. The study has shown a significant role of the female population in the marketing process.

Keywords: Marketing, management, female, purchase, strategy.

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