Search results for: Consumer Preferences

Authors: Raquel P. F. Guiné, Bruno L. Marques

Abstract:

The textural parameters, together with appearance and flavor, are sensory attributes of great importance for the product to be accepted by the consumer. The objective of the present study was the evaluation of the textural attributes of Packhams pears in the fresh state, after drying in a chamber with forced convection at 50ºC, lyophilized and re-hydrated. In texture analysis it was used the method of Texture Profile Analysis (TPA). The parameters analyzed were hardness, cohesiveness, adhesiveness, elasticity and chewiness. From the results obtained is possible to see that the drying operation greatly affected some textural properties of the pears, so that the hardness diminished very much with drying, for both drying methods.

Keywords: Drying, pear, texture, hardness.

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Authors: Sorcha Bennett, Joe Sullivan

Abstract:

Triple-Level Cell (TLC) NAND Flash memory at, and below, 20nm (nanometer) is still largely unexplored by researchers, and with the ever more commonplace existence of Flash in consumer and enterprise applications there is a need for such gaps in knowledge to be filled. At the time of writing, there was little published data or literature on TLC, and more specifically reliability testing, with a further emphasis on both endurance and retention. This paper will give an introduction to NAND Flash memory, followed by an overview of the relevant current research on the reliability of Flash memory, along with the planned future work which will provide results to help characterise the reliability of TLC memory.

Keywords: TLC NAND flash memory, reliability, endurance, retention, trade-off, raw flash, patterns.

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Authors: Haluk Eren, Mucahit Karaduman

Abstract:

This paper presents 15-year trends for scientific studies in a scientific database considering 3D and vehicle words. Two words are selected to find their associated publications in IEEE scholar database. Both of keywords are entered individually for the years 2002, 2012, and 2016 on the database to identify the preferred subjects of researchers in same years. We have classified closer research fields after searching and listing. Three years (2002, 2012, and 2016) have been investigated to figure out progress in specified time intervals. The first one is assumed as the initial progress in between 2002-2012, and the second one is in 2012-2016 that is fast development duration. We have found very interesting and beneficial results to understand the scholars’ research field preferences for a decade. This information will be highly desirable in smart city-based research purposes consisting of 3D and vehicle-related issues.

Keywords: Vehicle, 3D, smart city, scholarly search, semantic.

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Authors: Françoise Petersen, Mike Pluke, Tatiana Kovacikova, Giovanni Bartolomeo

Abstract:

As communications systems and technology become more advanced and complex, it will be increasingly important to focus on users- individual needs. Personalization and effective user profile management will be necessary to ensure the uptake and success of new services and devices and it is therefore important to focus on the users- requirements in this area and define solutions that meet these requirements. The work on personalization and user profiles emerged from earlier ETSI work on a Universal Communications Identifier (UCI) which is a unique identifier of the user rather than a range of identifiers of the many of communication devices or services (e.g. numbers of fixed phone at home/work, mobile phones, fax and email addresses). This paper describes work on personalization including standardized information and preferences and an architectural framework providing a description of how personalization can be integrated in Next Generation Networks, together with the UCI concept.

Keywords: Interoperability, Next Generation Network (NGN), Personalization, Universal Communications Identifier (UCI), User Profile Management (UPM)

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Authors: S. Madhavi, K. Baala Srinivas, G. Bharath, R. K. Indhuja, M. Kowser Chandini

Abstract:

Game theory is the study of how people interact and make decisions to handle competitive situations. It has mainly been developed to study decision making in complex situations. Humans routinely alter their behaviour in response to changes in their social and physical environment. As a consequence, the outcomes of decisions that depend on the behaviour of multiple decision makers are difficult to predict and require highly adaptive decision-making strategies. In addition to the decision makers may have preferences regarding consequences to other individuals and choose their actions to improve or reduce the well-being of others. Nash equilibrium is a fundamental concept in the theory of games and the most widely used method of predicting the outcome of a strategic interaction in the social sciences. A Nash Equilibrium exists when there is no unilateral profitable deviation from any of the players involved. On the other hand, no player in the game would take a different action as long as every other player remains the same.

Keywords: Game Theory, Nash Equilibrium, Rules of Dominance.

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Authors: Philippe Fauquet-Alekhine, Elena Fauquet-Alekhine-Pavlovskaia

Abstract:

On the basis of questionnaires and interviews of two samples of subjects (French and Anglo-Saxon) for which two food products were presented (one of the subject’s country and one of the foreign country), we have shown how consumers could be sensitive to the label or brand written on the package of the food product. Furthermore, in the light of Intersubjectivity theory, we have shown the necessity for the consumer to find congruence between the direct and meta perspective towards the product for which the producer and especially the marketer is responsible. Taking into account these findings may help to avoid the commercial failure of a brand while exported abroad.

Keywords: Brand, failure, food industry.

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Authors: Roslina Ibrahim, Azizah Jaafar

Abstract:

Educational games (EG) seem to have lots of potential due to digital games popularity and preferences of our younger generations of learners. However, most studies focus on game design and its effectiveness while little has been known about the factors that can affect users to accept or to reject EG for their learning. User acceptance research try to understand the determinants of information systems (IS) adoption among users by investigating both systems factors and users factors. Upon the lack of knowledge on acceptance factors for educational games, we seek to understand the issue. This study proposed a model of acceptance factors based on Unified Theory of Acceptance and Use of Technology (UTAUT). We use original model (performance expectancy, effort expectancy and social influence) together with two new determinants (learning opportunities and enjoyment). We will also investigate the effect of gender and gaming experience that moderate the proposed factors.

Keywords: educational games, games acceptance, user acceptance model, UTAUT

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Authors: Susana Matos, António Pinto, Conceição Castilho, Paula Reis Correia, António Cardoso Monteiro

Abstract:

Yogurts are prepared by fermenting milk with bacterial cultures consisting of a mixture of Streptococcus ssp. thermophilus and Lactobacillus delbrueckii ssp. bulgaricus. The main aim of this investigation was to develop a majority goat yogurt, with the addition of sheep milk in order to have a final product with good physicochemical quality properties and sensorial attributes. Four types of yogurts were prepared presenting the following proportion of goat and sheep milk respectively: C100 – 100%; C80 – 80%/20%; C60 – 60%/40%; C50 – 50%/50%. The goat milk was from the Serrana Jarmelista breed and the sheep milk from the Serra da Estrela breed. The inclusion of sheep milk improved attractiveness to consumers, and it also improved the nutritional value of the product, mainly the fatty acid and mineral contents. The C50 yogurt was preferred by 28% of the panellists, followed by the C100 with 16%  and the commercial cow yogurt was 40% of preferences.

Keywords: Goat, sheep, yogurt.

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Authors: Ahmed Mohammed K. Alsalama

Abstract:

Recommendation systems are widely used in e-commerce applications. The engine of a current recommendation system recommends items to a particular user based on user preferences and previous high ratings. Various recommendation schemes such as collaborative filtering and content-based approaches are used to build a recommendation system. Most of current recommendation systems were developed to fit a certain domain such as books, articles, and movies. We propose1 a hybrid framework recommendation system to be applied on two dimensional spaces (User × Item) with a large number of Users and a small number of Items. Moreover, our proposed framework makes use of both favorite and non-favorite items of a particular user. The proposed framework is built upon the integration of association rules mining and the content-based approach. The results of experiments show that our proposed framework can provide accurate recommendations to users.

Keywords: Data Mining, Association Rules, Recommendation Systems, Hybrid Systems.

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Authors: I. López , J. Garay, R. Carreño, Z. Varga

Abstract:

Monitoring of ecological systems is one of the major issues in ecosystem research. The concepts and methodology of mathematical systems theory provide useful tools to face this problem. In many cases, state monitoring of a complex ecological system consists in observation (measurement) of certain state variables, and the whole state process has to be determined from the observed data. The solution proposed in the paper is the design of an observer system, which makes it possible to approximately recover the state process from its partial observation. The method is illustrated with a trophic chain of resource – producer – primary consumer type and a numerical example is also presented.

Keywords: Monitoring, observer system, trophic chain

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Authors: Houshmand E. Masoumi

Abstract:

Residential self-selection has gained increasing attention in the Western travel behavior research during the past decade. Many studies in the US, UK, and Germany conclude that the role of individuals’ residential location choice on commute travel behavior is more important than that of the built environment or at least it has considerable effects. However the effectiveness of location choice in many countries and cultures like Iran is unclear. This study examines the self-selections in two neighborhoods in Tehran. As a part of a research about the influences of land use on travel behavior information about people’s location preferences was collected by direct questioning. The findings show that the main reasons for selecting the location of residential units are related to socio-economic factors such as rise of house price and affordability of house prices. Transportation has little impacts on location decisions. Moreover, residential self-selection accounts for only 3 to 7.5 percent of the pedestrian, PT, and car trips.

Keywords: Residential self-selection, Tehran, travel behavior, urban transportation.

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Authors: Zenaide Carvalho da Silva, Leandro Rodrigues Ferreira, Andrey Ricardo Pimentel

Abstract:

Learning styles (LS) refer to the ways and forms that the student prefers to learn in the teaching and learning process. Each student has their own way of receiving and processing information throughout the learning process. Therefore, knowing their LS is important to better understand their individual learning preferences, and also, understand why the use of some teaching methods and techniques give better results with some students, while others it does not. We believe that knowledge of these styles enables the possibility of making propositions for teaching; thus, reorganizing teaching methods and techniques in order to allow learning that is adapted to the individual needs of the student. Adapting learning would be possible through the creation of online educational resources adapted to the style of the student. In this context, this article presents the structure of a learning object interface adaptation based on the LS. The structure created should enable the creation of the adapted learning object according to the student's LS and contributes to the increase of student’s motivation in the use of a learning object as an educational resource.

Keywords: Adaptation, interface, learning object, learning style.

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Authors: J. H. Ahn, J. W. Moon, K. H. Kim, H. K. Kim

Abstract:

As the ecology of Lake Shihwa has been restored significantly nowadays, the urban development is in progress around Lake Shihwa areas. Each development project includes a plan on utilizing waterfront areas, but there exist a difference on waterfront design criteria between experts and users. Therefore, it is significant to analyze preferences in design elements of existing waterfront parks around Lake Shihwa (Ansan Waterfront Park, Shihwa Reed Wetland Park, and T-Light Park) based on users’ perspectives and to reflect the result on upcoming waterfront developments. This study derives design elements on waterfront parks from literature reviews. The survey questionnaires are created based on these classified elements and the surveys are conducted to experts and users with in-depth interviews. For all three parks, several park facilities appear to be not recognized by users. Therefore the circulation path should be introduced in guide maps and information activities and furthermore in disposition of park facilities.

Keywords: Design Elements, Lake Shihwa, Preference, Waterfront Park.

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Authors: Isari Pairoa, Proud Arunrangsiwed

Abstract:

Celebrity and brand mascot endorsement have been explored for more than three decades. Both endorsers can effectively transfer their reputation to corporate image and can influence the customers to purchase the product. However, there was little known about the mediators between the level of endorsement and its effect on buying behavior. The objective of the current study is to identify the gab of the previous studies and to seek possible mediators. It was found that consumer’s memory and identification are the mediators, of source credibility and endorsement effect. A future study should confirm the model of endorsement, which was established in the current study.

Keywords: Product endorsement, memory, identification theory, source credibility, unintentional effect.

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Authors: Mikhail V. Khachaturyan, Inga A. Koryagina, Eugenia V. Klicheva

Abstract:

In modern conditions, scientific judgment of problems in developing mechanisms of value creation and risk management acquires special relevance. Formation of economic knowledge has resulted in the constant analysis of consumer behavior for all players from national and world markets. Effective mechanisms development of the demand analysis, crucial for consumer's characteristics of future production, and the risks connected with the development of this production are the main objectives of control systems in modern conditions. The modern period of economic development is characterized by a high level of globalization of business and rigidity of competition. At the same time, the considerable share of new products and services costs has a non-material intellectual nature. The most successful in Russia is the contemporary development of small innovative firms. Such firms, through their unique technologies and new approaches to process management, which form the basis of their intellectual capital, can show flexibility and succeed in the market. As a rule, such enterprises should have very variable structure excluding the tough scheme of submission and demanding essentially new incentives for inclusion of personnel in innovative activity. Realization of similar structures, as well as a new approach to management, can be constructed based on value-oriented management which is directed to gradual change of consciousness of personnel and formation from groups of adherents included in the solution of the general innovative tasks. At the same time, valuable changes can gradually capture not only innovative firm staff, but also the structure of its corporate partners. Introduction of new technologies is the significant factor contributing to the development of new valuable imperatives and acceleration of the changing values systems of the organization. It relates to the fact that new technologies change the internal environment of the organization in a way that the old system of values becomes inefficient in new conditions. Introduction of new technologies often demands change in the structure of employee’s interaction and training in their new principles of work. During the introduction of new technologies and the accompanying change in the value system, the structure of the management of the values of the organization is changing. This is due to the need to attract more staff to justify and consolidate the new value system and bring their view into the motivational potential of the new value system of the organization.

Keywords: Value, risk, creation, problems, organization.

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Authors: Kanda Runapongsa Saikaew, Patcharaporn Jiranuwattanawong, Patinya Taearak

Abstract:

Currently, there is excessively growing information about places on Facebook, which is the largest social network but such information is not explicitly organized and ranked. Therefore users cannot exploit such data to recommend places conveniently and quickly. This paper proposes a Facebook application and an Android application that recommend places based on the number of check-ins of those places, the distance of those places from the current location, the number of people who like Facebook page of those places, and the number of talking about of those places. Related Facebook data is gathered via Facebook API requests. The experimental results of the developed applications show that the applications can recommend places and rank interesting places from the most to the least. We have found that the average satisfied score of the proposed Facebook application is 4.8 out of 5. The users’ satisfaction can increase by adding the app features that support personalization in terms of interests and preferences.

Keywords: Mobile computing, location-based services, recommendation system, social network analysis.

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Authors: Katharina Buttenberg

Abstract:

Customer and brand-oriented capabilities have been identified as key influencing capabilities for business performance. Especially in the early years of the firm, it is crucial to develop and consciously manage these capabilities. In this paper, the results of a quantitative analysis, investigating the causal relationship between customer- and brand-oriented (marketing) capabilities and business performance will be presented. The research displays the dependencies between the constructs and will provide practical implications for young firms in the acquisition and management of these capabilities.

Keywords: Brand-oriented capabilities, customer-oriented capabilities, entrepreneurship, resource-based theory, young firms.

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Authors: F-E. Ouboutaib, A. Aitheda, S. Mekkaoui

Abstract:

Marketing research is starting to focus on authenticity to position an offer, especially terroir products. However, with internet its usage remains more problematic. This paper investigates how digitalization impacts the satisfaction of the quest for authenticity. On the theoretical level, it explains authenticity in the online and offline context in the postmodernism era. Then, an exploratory qualitative study tries to understand the contribution of the digitization to the satisfaction of the search of authenticity. Therefore, cooperatives selling terroir product on the internet are advised to keep also direct contact which tends to show traditional manner of production, in order to enhance customers’ perception of terroir product authenticity.

Keywords: Authenticity, online authenticity, postmodernism, terroir products.

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Authors: S. Thongkeaw, M. Boonthienthong

Abstract:

This paper presents the techniques for voltage control in distribution system. It is integrated in the distribution management system. Voltage is an important parameter for the control of electrical power systems. The distribution network operators have the responsibility to regulate the voltage supplied to consumer within statutory limits. Traditionally, the On-Load Tap Changer (OLTC) transformer equipped with automatic voltage control (AVC) relays is the most popular and effective voltage control device. A static synchronous compensator (STATCOM) may be equipped with several controllers to perform multiple control functions. Static Var Compensation (SVC) is regulation slopes and available margins for var dispatch. The voltage control in distribution networks is established as a centralized analytical function in this paper. 

Keywords: Voltage Control, Reactive Power, Distribution System.

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Authors: Phalaunnaphat Siriwongs

Abstract:

The classroom of the 21st century is an ever changing forum for new and innovative thoughts and ideas. With increasing technology and opportunity, students have rapid access to information that only decades ago would have taken weeks to obtain. Unfortunately, new techniques and technology are not the cure for the fundamental problems that have plagued the classroom ever since education was established. Class size has been an issue long debated in academia. While it is difficult to pin point an exact number, it is clear that in this case more does not mean better. By looking into the success and pitfalls of classroom size the true advantages of smaller classes will become clear. Previously, one class was comprised of 50 students. Being seventeen and eighteen- year- old students, sometimes it was quite difficult for them to stay focused. To help them understand and gain much knowledge, a researcher introduced “The Theory of Multiple Intelligence” and this, in fact, enabled students to learn according to their own learning preferences no matter how they were being taught. In this lesson, the researcher designed a cycle of learning activities involving all intelligences so that everyone had equal opportunities to learn.

Keywords: Multiple intelligences, role play, performance assessment, formative assessment.

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Authors: A. S. Mousa, R. I. Rajab, A. A. Pinto

Abstract:

An envy behavioral game theoretical model with two types of homogeneous players is considered in this paper. The strategy space of each type of players is a discrete set with only two alternatives. The preferences of each type of players is given by a discrete utility function. All envy strategies that form Nash equilibria and the corresponding envy Nash domains for each type of players have been characterized. We use geometry to construct two dimensional envy tilings where the horizontal axis reflects the preference for players of type one, while the vertical axis reflects the preference for the players of type two. The influence of the envy behavior parameters on the Cartesian position of the equilibria has been studied, and in each envy tiling we determine the envy Nash equilibria. We observe that there are 1024 combinatorial classes of envy tilings generated from envy chromosomes: 256 of them are being structurally stable while 768 are with bifurcation. Finally, some conditions for the disparate envy Nash equilibria are stated.

Keywords: Game theory, Nash Equilibrium, envy Nash Equilibrium, geometric tilings, bifurcation thresholds.

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Authors: Kazutoshi Shishido, Sanehiro Muromachi, Ryo Ohmura

Abstract:

This paper reports the three-phase (gas + liquid + hydrate) equilibrium pressure versus temperature data for a (O3 + O2 + CO2 + H2O) system for developing the hydrate-based technology to preserve ozone, a chemically unstable substance, for various industrial, medical and consumer uses. These data cover the temperature range from 272 K to 277 K, corresponding to pressures from 1.6 MPa to 3.1 MPa, for each of the three different (O3 + O2)-to-CO2 or O2-to-CO2 molar ratios in the gas phase, which are approximately 4 : 6, 5 : 5, respectively. The mole fraction of ozone in the gas phase was ~0.03 , which are the densest ozone fraction to artificially form O3 containing hydrate ever reported in the literature. Based on these data, the formation of hydrate containing high-concentration ozone, as high as 1 mass %, will be expected.

Keywords: Clathrate hydrate, Ozone, Molecule storage, Sterilization.

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Authors: Ioannis P. Panapakidis, Marios N. Moschakis

Abstract:

With the continuous increment of smart meter installations across the globe, the need for processing of the load data is evident. Clustering-based load profiling is built upon the utilization of unsupervised machine learning tools for the purpose of formulating the typical load curves or load profiles. The most commonly used algorithm in the load profiling literature is the K-means. While the algorithm has been successfully tested in a variety of applications, its drawback is the strong dependence in the initialization phase. This paper proposes a novel modified form of the K-means that addresses the aforementioned problem. Simulation results indicate the superiority of the proposed algorithm compared to the K-means.

Keywords: Clustering, load profiling, load modeling, machine learning, energy efficiency and quality.

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Authors: Saleh Komies, Mona Alharbi, Razan Alhayyani, Mozah Almulhim, Roseanne Khawaja, Ahmed Alradhi

Abstract:

One of the proposed solutions that face some challenges is encouraging sustainable energy consumption across Saudi Arabia through crowdfunding platforms. To address these challenges, we need to determine the level of awareness of crowdfunding and green projects, as well as the preferences and willingness of Saudis to utilize crowdfunding as an alternative funding source for green projects in Saudi Arabia. In this study, we aim to determine the influence of environmental awareness and concern on the propensity to crowdfund green projects. The survey is being conducted as part of environmental initiatives to assess public perceptions and opinions on crowdfunding green projects in Saudi Arabia. A total of 450 responses to an online questionnaire distributed via convenience and snowball sampling were utilized for data analysis. The survey reveals that Saudis have a low understanding of crowdfunding concepts and a relatively high understanding of implementing green projects. The public is interested in crowdfunding green projects if there is a return on investment.

Keywords: Crowdfunding, green projects, renewable energy, Saudi Arabia, solar farms, wind resources.

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Authors: Joerg Schweizer, Jason N. Meggs, Nazanin R. Dehkordi, Frederico Rupi, Anton Pashkevich

Abstract:

We propose a low-cost uniform analysis framework allowing comparison of the strengths and weaknesses of the bicycling experience within and between cities. A primary component is an expedient, one-page mobility survey from which mode share is calculated. The bicycle mode share of many cities remains unknown, creating a serious barrier for both scientists and policy makers aiming to understand and increase rates of bicycling. Because of its low cost and expedience, this framework could be replicated widely, uniformly filling the data gap. The framework has been applied to 13 Central European cities with success. Data is collected on multiple modes with specific questions regarding both behavior and quality of travel experience. Individual preferences are also collected, examining the conditions under which respondents would change behavior to adopt more sustainable modes (bicycling or public transportation). A broad analysis opportunity results, intended to inform policy choices.

Keywords: bicycling, modal splits, transport policy, surveys.

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Authors: Tolulope A. Olukunle

Abstract:

Plastic waste management has emerged as one of the greatest challenges facing developing countries. This paper describes the design of various components of a plastic shredder. This machine is widely used in industries and recycling plants. The introduction of plastic shredder machine will promote reduction of post-consumer plastic waste accumulation and serves as a system for wealth creation and empowerment through conversion of waste into economically viable products. In this design research, a 10 kW electric motor with a rotational speed of 500 rpm was chosen to drive the shredder. A pulley size of 400 mm is mounted on the electric motor at a distance of 1000 mm away from the shredder pulley. The shredder rotational speed is 300 rpm.

Keywords: Design, machine, plastic waste, recycling.

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Authors: Z. Zakaria, S. W. Lye, S. Endy

Abstract:

Despite the continuous advancements in automated conflict resolution tools, there is still a low rate of adoption of automation from Air Traffic Control Officers (ATCOs). Trust or acceptance in these tools and conformance to the individual ATCO preferences in strategy execution for conflict resolution are two key factors that impact their use. This paper proposes a methodology to unearth and classify ATCO conflict resolution strategies from simulator data of trained and qualified ATCOs. The methodology involves the extraction of ATCO executive control actions and the establishment of a system of strategy resolution classification based on ATCO radar commands and prevailing flight parameters in deconflicting a pair of aircraft. Six main strategies used to handle various categories of conflict were identified and discussed. It was found that ATCOs were about twice more likely to choose only vertical maneuvers in conflict resolution compared to horizontal maneuvers or a combination of both vertical and horizontal maneuvers.

Keywords: Air traffic control strategies, conflict resolution, simulator data, strategy classification system.

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Authors: Phalaunnaphat Siriwongs

Abstract:

The classroom of the 21st century is an ever changing forum for new and innovative thoughts and ideas. With increasing technology and opportunity, students have rapid access to information that only decades ago would have taken weeks to obtain. Unfortunately, new techniques and technology is not a cure for the fundamental problems that have plagued the classroom ever since education was established. Class size has been an issue long debated in academia. While it is difficult to pin point an exact number, it is clear that in this case more does not mean better. By looking into the success and pitfalls of classroom size the true advantages of smaller classes will become clear. Previously, one class was comprised of 50 students. Being seventeen and eighteen-year-old students, sometimes it was quite difficult for them to stay focused. To help them understand and gain much knowledge, a researcher introduced “The Theory of Multiple Intelligence” and this, in fact, enabled students to learn according to their own learning preferences no matter how they were being taught. In this lesson, the researcher designed a cycle of learning activities involving all intelligences so that everyone had equal opportunities to learn.

Keywords: Multiple Intelligences, role play, performance assessment, formative assessment.

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Authors: Armando Calabrese, Roberta Costa, Tamara Menichini, Francesco Rosati

Abstract:

As a company competitiveness depends more and more on the relationship with its stakeholders, the topic of companystakeholder fit is becoming increasingly important. This fit affects the extent to which a stakeholder perceives CSR company commitment, values and behaviors and, therefore, stakeholder identification in a company and his/her loyalty to it. Consequently, it is important to measure the alignment or the gap between stakeholder CSR demands, values, preferences and perceptions, and the company CSR disclosed commitment, values and policies. In this paper, in order to assess the company-stakeholder fit about corporate responsibility, an innovative CSR fit positioning matrix is proposed. This matrix is based on the measurement of a company CSR disclosed commitment and stakeholder perceived and required commitment. The matrix is part of a more complex methodology based on Global Reporting Initiative (GRI) indicators, content analysis and stakeholder questionnaires. This methodology provides appropriate indications for helping companies to achieve CSR company-stakeholder fit, by leveraging both CSR commitment and communication. Moreover, it could be used by top management for comparing different companies and stakeholders, and for planning specific CSR strategies, policies and activities.

Keywords: Company-Stakeholder fit, Corporate Social Responsibility (CSR), CSR Positioning Matrix, Global Reporting Initiative (GRI), Stakeholder Orientation.

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Authors: Chioma Ifeoma Agbasimelo, Stephen Afam Kenechukwu

Abstract:

The study examined consumers’ responses to non-traditional marketing communication strategies in advertising herbal products. The study identified the following non-traditional marketing communication strategies: (a) trado-instrumental marketing strategy, (b) trado-demonstrative marketing strategy, and (c) trado-iconographic marketing strategy. Anchored on the Black Box Theory, it adopted the survey design of three metropolises (Awka, Onitsha, and Nnewi) in Anambra State, Nigeria. Major findings indicated that among the identified strategies, the trado-instrumental marketing strategy is the most dominant strategy. Other strategies: (b) trado-demonstrative marketing strategy and (c) trado-iconographic marketing strategy, are sparingly used in semi-urban cities. It also found that consumers’ preferences and adoption of non-traditional marketing communication were minimal. Based on the findings, there is a need to create a unified system of integration of both traditional and non-traditional marketing communication strategies due to technology interfaces.

Keywords: Advertising, consumers’ responses, herbal products, non-traditional marketing communication strategies.

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