Search results for: structured variational inequalities

Authors: Nicoletta Adamo-Villani

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The object of this research is the design and evaluation of an immersive Virtual Learning Environment (VLE) for deaf children. Recently we have developed a prototype immersive VR game to teach sign language mathematics to deaf students age K- 4 [1] [2]. In this paper we describe a significant extension of the prototype application. The extension includes: (1) user-centered design and implementation of two additional interactive environments (a clock store and a bakery), and (2) user-centered evaluation including development of user tasks, expert panel-based evaluation, and formative evaluation. This paper is one of the few to focus on the importance of user-centered, iterative design in VR application development, and to describe a structured evaluation method.

Keywords: 3D Animation, Virtual Reality, Virtual Learning Environments, User-Centered Design, User-centered Evaluation.

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Authors: Changwoo Byun, Kyounghan Lee, Seog Park

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XML is becoming a de facto standard for online data exchange. Existing XML filtering techniques based on a publish/subscribe model are focused on the highly structured data marked up with XML tags. These techniques are efficient in filtering the documents of data-centric XML but are not effective in filtering the element contents of the document-centric XML. In this paper, we propose an extended XPath specification which includes a special matching character '%' used in the LIKE operation of SQL in order to solve the difficulty of writing some queries to adequately filter element contents using the previous XPath specification. We also present a novel technique for filtering a collection of document-centric XMLs, called Pfilter, which is able to exploit the extended XPath specification. We show several performance studies, efficiency and scalability using the multi-query processing time (MQPT).

Keywords: XML Data Stream, Document-centric XML, Filtering Technique, Value-based Predicates.

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Authors: Baharak Khoshkholgh-Sima, Soroush Sardari, Jalal Izadi Mobarakeh, Ramezan Ali Khavari-Nejad

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There is an urgent need to develop novel Mycobacterium tuberculosis (Mtb) drugs that are active against drug resistant bacteria but, more importantly, kill persistent bacteria. Our study structured based on integrated analysis of metabolic pathways, small molecule screening and similarity Search in PubChem Database. Metabolic analysis approaches based on Unified weighted used for potent target selection. Our results suggest that pantothenate synthetase (panC) and and 3-methyl-2-oxobutanoate hydroxymethyl transferase (panB) as a appropriate drug targets. In our study, we used pantothenate synthetase because of existence inhibitors. We have reported the discovery of new antitubercular compounds through ligand based approaches using computational tools.

Keywords: In Silico, Ligand-based Virtual Screening, Metabolic Pathways, Mycobacterium tuberculosis

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Authors: Ding Guo-hao, Li Hua, Wang Wen-long

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A parallel computational fluid dynamics code has been developed for the study of aerodynamic heating problem in hypersonic flows. The code employs the 3D Navier-Stokes equations as the basic governing equations to simulate the laminar hypersonic flow. The cell centered finite volume method based on structured grid is applied for spatial discretization. The AUSMPW+ scheme is used for the inviscid fluxes, and the MUSCL approach is used for higher order spatial accuracy. The implicit LU-SGS scheme is applied for time integration to accelerate the convergence of computations in steady flows. A parallel programming method based on MPI is employed to shorten the computing time. The validity of the code is demonstrated by comparing the numerical calculation result with the experimental data of a hypersonic flow field around a blunt body.

Keywords: Aerodynamic Heating, AUSMPW+, MPI, ParallelComputation

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Authors: Nuran Bahar, Mehmet A. Akcayol

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In the aviation industry, many faults may occur frequently during the maintenance processes and assembly operations of complex structured aircrafts because of their high dependencies of components. These faults affect the quality of aircraft parts or developed modules adversely. Technical employee requires long time and high labor force while checking the correctness of each component. In addition, the person must be trained regularly because of the ever-growing and changing technology. Generally, the cost of this training is very high. Augmented Reality (AR) technology reduces the cost of training radically and improves the effectiveness of the training. In this study, the usage of AR technology in the aviation industry has been investigated and the effectiveness of AR with heads-up display glasses has been examined. An application has been developed for comparison of production process with AR and manual one.

Keywords: Aerospace, assembly quality, augmented reality, heads-up display.

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Authors: Wan Norhayate Wan Daud, Fakhrul Anwar Zainol, Maslina Mansor

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The study was conducted to produce case studies from the Malaysian public universities stands point East Coast of Malaysia. The aim of this study is to analyze the effects of knowledge management on human capital toward organizational innovation. The focus point of this study is on the management member in the faculties of these three Malaysian Public Universities in the East Coast state of Peninsular Malaysia. In this case, respondents who agreed to further participate in the research will be invited to a one-hour face-to-face semi-structured, in-depth interview. As a result, the sample size for this study was 3 deans of Faculty of Management. Lastly, this study tries to recommend the framework of organizational innovation in Malaysian Public Universities.

Keywords: Human Capital, Knowledge Management, Organizational Innovation, Public University.

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Authors: Paraskevi Theodorou, Apostolos Meliones

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In the context of the development process of two assistive navigation mobile apps for blind and visually impaired people (BVI) an extensive qualitative analysis of the requirements of potential users has been conducted. The analysis was based on interviews with BVIs and aimed to elicit not only their needs with respect to autonomous navigation but also their preferences on specific features of the apps under development. The elicited requirements were structured into four main categories, namely, requirements concerning the capabilities, functionality and usability of the apps, as well as compatibility requirements with respect to other apps and services. The main categories were then further divided into nine sub-categories. This classification, along with its content, aims to become a useful tool for the researcher or the developer who is involved in the development of digital services for BVI.

Keywords: Accessibility, assistive mobile apps, blind and visually impaired people, user requirements analysis.

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Authors: Martin Henkel

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Different forms of interaction are an integral part of modern courses. Traditional courses held on-campus might focus on teacher-student interaction, or student-student interaction, or both. However when these traditional on-campus courses are to be held as distance courses there is a risk that these well-designed interactions will be difficult or impossible to uphold. For example, studentstudent interaction in traditional project assignments might not work well if the students are scattered across the world. Thus, even a welldesigned traditional on-site course cannot without modification be turned into a distance course. Traditional on-site courses simply have to be redesigned to become true distance courses. This paper describes a structured approach which facilitates the redesign of a traditional course into a distance course. The approach is based on that the desired forms of course flexibility are identified, and thereafter that the course activities are redesigned to facilitate interaction in a distance course. The approach is making use of known patterns of pedagogic interaction and existing guidelines for distance education design. The approach is illustrated with an example course in the field of information systems design.

Keywords: Distance education, interaction in education, course design.

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Authors: Maria Mădălina Gîrbină, Nadia Albu, Cătălin Nicolae Albu

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This study realizes an empirical investigation of main factors to develop an accounting career, stereotypes on accountants and accounting and perceptions on future career path for a sample of master students in accounting. The research provides some insight into what master students consider when choosing their future career paths. The most important two reasons chosen by students were “career opportunities" and “future earnings. They see accounting as structured, governed by conformity, requiring skills in working with numbers, monotonous, accurate, more efficient than effective but also absorbing, interesting and involving a certain degree of novelty. Although these students plan to start their careers in a multinational or accounting/audit firm, most of those plan to leave after five years. It resulted that women value more flexibility and time requiring special attention in retention policies practiced by firms.

Keywords: Accounting career, students' perception, stereotypes.

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Authors: Jing Lu, Malcolm Keech, Weiru Chen

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Web usage mining is an interesting application of data mining which provides insight into customer behaviour on the Internet. An important technique to discover user access and navigation trails is based on sequential patterns mining. One of the key challenges for web access patterns mining is tackling the problem of mining richly structured patterns. This paper proposes a novel model called Web Access Patterns Graph (WAP-Graph) to represent all of the access patterns from web mining graphically. WAP-Graph also motivates the search for new structural relation patterns, i.e. Concurrent Access Patterns (CAP), to identify and predict more complex web page requests. Corresponding CAP mining and modelling methods are proposed and shown to be effective in the search for and representation of concurrency between access patterns on the web. From experiments conducted on large-scale synthetic sequence data as well as real web access data, it is demonstrated that CAP mining provides a powerful method for structural knowledge discovery, which can be visualised through the CAP-Graph model.

Keywords: concurrent access patterns (CAP), CAP mining and modelling, CAP-Graph, web access patterns (WAP), WAP-Graph, Web usage mining.

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Authors: Agneta Sundström, Zahra Ahmadi, Akmal Hyder

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The purpose of this paper is to develop a typology based on market orientation (MO) and innovation orientation (IO), and to illustrate to what extent housing companies in Sweden fit within this framework. A qualitative study on 11 public housing companies in the central part of Sweden has been conducted by the help of open and semi-structured questions for data collection. Four public housing company types- i.e. reactive prospector, proactive prospector, reactive defender and proactive defender have been identified by the combination of MO-IO dimensions. Future research can include other dimensions like entrepreneurship and network to observe how it particularly affects MO. An empirical study can compare public and private housing companies on the basis of MO and IO dimensions. One major contribution of the paper is the proposition of typology which can be used to describe public housing companies and deciding their future course of actions.

Keywords: Customer-led, economy, innovativeness, market orientation.

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Authors: M. Nashriyah, T. Salmah, M.Y. NurAtiqah, O. Siti Nor Indah, A.W. MuhamadAzhar, S. Munirah, Y. Nornasuha, A. Abdul Manaf

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Dioscorea species or commonly named as yam is reported to be one of the major food sources worldwide. This ethnobotanical study was conducted to document local knowledge and potentials of DioscoreahispidaDennst. and to investigate and record its distribution in three districts of Terengganu. Information was gathered from 23 villagers from three districts of Besut, Marang and Setiu by using semi-structured questionnaire. The villagers were randomly selected and no appointment was made prior to the visits. For distribution, the location of Dioscoreahispida was recorded by using the Global Positioning System (GPS). The villagers identified Dioscoreahispida or locally named ubigadong by looking at the physical characteristics that include its leaf shape, stem and the color of the tuber-s flesh. The villagers used Dioscoreahispida in many ways in their life such as for food, medicinal purposes and fish poison.

Keywords: Dioscoreahispida, ethnobotany, intoxicating yam, ubigadong, Terengganu.

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Authors: Yue Wang, Jixin Ma, Brian Knight

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This paper presents a visualized computer aided case tool for non-expert, called Visual Time, for representing and reasoning about incomplete and uncertain temporal information. It is both expressive and versatile, allowing logical conjunctions and disjunctions of both absolute and relative temporal relations, such as “Before”, “Meets”, “Overlaps”, “Starts”, “During”, and “Finishes”, etc. In terms of a visualized framework, Visual Time provides a user-friendly environment for describing scenarios with rich temporal structure in natural language, which can be formatted as structured temporal phrases and modeled in terms of Temporal Relationship Diagrams (TRD). A TRD can be automatically and visually transformed into a corresponding Time Graph, supported by automatic consistency checker that derives a verdict to confirm if a given scenario is temporally consistent or inconsistent.

Keywords: Time Visualization, Uncertainty, Incompleteness, Consistency Checking.

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Authors: Vilma Zydziunaite, Vaida Jurgile

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The concept of teacher leadership refers to professional actors (employees and leaders) who can exercise control over or influence their work and its environment. The particular interest of the current research is gaining an understanding of how teachers experience leadership through educational interactions with students in a classroom. The aim of the research is to identify how teachers experience leadership in their everyday professional life through educational interactions with students in a classroom. Research questions are focused on essences of teacher leadership what are experienced by school teachers. The lifeworld research was performed in the study. 24 teachers participated in qualitative research. Data were collected via semi-structured interviews and analysed by using phenomenological analysis. Findings highlight aspects of teacher leadership through educational interactions with students in a classroom through the contribution to learning and teaching, authenticity, influence, empowerment, respect, equality, acknowledgement, resentment.

Keywords: Classroom, educational interaction, lifeworld research, teacher leadership.

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Authors: C. Patrascioiu, Cao Minh Ahn

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The paper presents the research evolution in the propylene – propane distillation process, especially for the distillation columns equipped with heat pump. The paper is structured in three parts: separation of the propylene-propane mixture, steady state process modeling, and quality control systems. The first part is dedicated to state of art of the two distillation processes. The second part continues the author’s researches of the steady state process modeling. There has been elaborated a software simulation instrument that may be used to dynamic simulation of the process and to design the quality control systems. The last part presents the research of the control systems, especially for quality control systems.

Keywords: Distillation, absorption, heat pump, Unisim Design.

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Authors: Bahloul Amel

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The present study debates students’ perceptions of the use of technology in learning English as a Foreign Language. Its aim is to explore and understand students’ preparation and presentation of Posters, PowerPoint and Animated Videos by drawing attention to visual and oral elements. The data is collected through observations and semi-structured interviews and analyzed through phenomenological data analysis steps. The themes emerged from the data, visual learning satisfaction in using information and communication technology, providing structure to oral presentation, learning from peers’ presentations, draw attention to using Posters, PowerPoint and Animated Videos as each supports visual learning and organization of thoughts in oral presentations.

Keywords: Animated Videos, EFL, Posters, PowerPoint presentations, Visual Learning.

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Authors: Hsiu-Fen Chen, Fang-Liu Su, Ya-Wen Chang

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purpose of this study was to investigate the current status of support services for students with special education needs (SEN) at colleges and universities in Taiwan. Seventy-two college and universities received a questionnaire on its resource room operation process and four resource room staffs each from different areas were interviewed through semi- structured interview forms. The main findings were (1) most colleges and universities did offer sufficient administrative resources; (2) more efforts on preventions for SEN students and establishment of disability awareness should be made for all campus faculties ; (3) more comprehensive services were required to help students to have better transition into post-school life; (4) most schools provided basic administrative resource requirements but qualities of the resource room programs needed to be enhanced; and (5) most resource room staffs lacked of professional knowledge in counseling the SEN students which needed to be strengthened in the future.

Keywords: support services, students with special education needs, higher education, resource room program

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Authors: Vilani Sachitra, Udari Bandara

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Self-efficacy beliefs provide the foundation for human motivation, well-being, and personal accomplishment. This study measured the levels of academic self-efficacy of undergraduates and also examined whether there any differences in academic self-efficacy with respect to gender and academic year. A structured questionnaire was employed to collect data from undergraduates who enrolled the Bachelor of Commerce degree programme at the University of Sri Jayewardenepura. The outcome of the study revealed that undergraduates lacked the confidence to ask and answer questions, seek help from lecturers, have a study plan and engage in academic discussion and note-taking. However, the findings also demonstrated that undergraduates were not hesitant about seeking help from friends, had confidence on meeting the deadlines and completing the degree within four years. Interestingly, females displayed higher academic self-efficacy than males. Specifically, the data were supported to conclude that there were significant differences in academic self-efficacy with respect to academic years.

Keywords: Academic year, bachelor of commerce undergraduates, gender, self-efficacy.

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Authors: M. P. Amado, C. V. Santos, E. B. Moura, V.G. Silva

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Urban planning, in particular on protected landscape areas, demands an increasing role of public participation within the frame of the efficiency of sustainable planning process. The development of urban planning actions in Protected Landscape areas, as Sintra-Cascais Natural Park, should perform a methodological process that is structured over distinct sequential stages, providing the development of a continuous, interactive, integrated and participative planning. From the start of Malveira da Serra and Janes Plan process, several public participation actions were promoted, in order to involve the local agents, stakeholders and the population in the decision of specific local key issues and define the appropriate priorities within the goals and strategies previously settled. As a result, public participation encouraged an innovative process that guarantees the efficiency of sustainable urban planning and promotes a sustainable new way of living in community.

Keywords: Protected landscape areas, Public participation, Sustainable development, Sustainable planning, Urban planning.

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Authors: S. C. Căescu, I. Dumitru

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The main objective of the paper has been represented by the identification of the changes that occurred in the competitive environment and their impact on the strategic marketing management of companies in B2B market. At Romania-s level there has not yet been done a similar research that studies change management in crises on business to business field. In order to answer to the paper-s objectives, a qualitative marketing research (in-depth structured interview) was conducted, within the top management of 27 companies in Romanian business to business field. The main results of the research highlight the necessity of a management of change, as a result of the crises, as follows: changes in the corporate objectives (from development objectives to maintaining objectives), changes market segmentation and in competitive advantages, changes at the level of market strategies and of the marketing mix.

Keywords: change management, competitive environment, marketing management strategies, strategic marketing.

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Authors: Michiko Miyamoto

Abstract:

This paper empirically investigates whether information technology (IT) strategies, business strategies, and divisions are aligned to meet overall business goals for Korean Small and medium-sized enterprises (SMEs), based on structure based Strategic Alignment Model, and make comparison with those of Japanese SMEs. Using 2,869 valid responses of Korean Human Capital Corporate Panel survey, a result of this study suggests that Korean human resources (HR) departments have a major influence over IT strategy, which is the same as Japanese SMEs, even though their management styles are quite different. As for IT strategy, it is not related to other departments at all for Korean SMEs. The Korean management seems to possess a great power over each division, such as Sales/Service, Research and Development/Technical Experts, HR, and Production.

Keywords: IT-business alignment, structured based strategic alignment model, structural equation model, human resources department.

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Authors: Norbert Burger, Thorsten Staake

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What influences microsystems (MEMS) and nanosystems (NEMS) innovation teams apart from technology complexity? Based on in-depth interviews with innovators, this research explores the key influences on innovation teams in the early phases of MEMS/NEMS. Projects are rare and may last from 5 to 10 years or more from idea to concept. As fundamental technology development in MEMS/NEMS is highly complex and interdisciplinary by involving expertise from different basic and engineering disciplines, R&D is rather a 'testing of ideas' with many uncertainties than a clearly structured process. The purpose of this study is to explore the innovation teams- environment and give specific insights for future management practices. The findings are grouped into three major areas: people, know-how and experience, and market. The results highlight the importance and differences of innovation teams- composition, transdisciplinary knowledge, project evaluation and management compared to the counterparts from new product development teams.

Keywords: Innovation teams, early phases, Microsystems, Nanosystems, technology developments.

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Authors: Petr Teply

Abstract:

While the form of crises may change, their essence remains the same (such as a cycle of abundant liquidity, rapid credit growth, and a low-inflation environment followed by an asset-price bubble). The current market turbulence began in mid-2000s when the US economy shifted to imbalanced both internal and external macroeconomic positions. We see two key causes of these problems – loose US monetary policy in early 2000s and US government guarantees issued on the securities by government-sponsored enterprises what was further fueled by financial innovations such as structured credit products. We have discovered both negative and positive lessons deriving from this crisis and divided the negative lessons into three groups: financial products and valuation, processes and business models, and strategic issues. Moreover, we address key risk management lessons and exit strategies derived from the current crisis and recommend policies that should help diminish the negative impact of future potential crises.

Keywords: exist strategy, global crisis, risk management, corporate governance

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Authors: Nouf Saad Alnassar, Susan Grant, Ray Holland

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This research study examines cases of Saudi Arabian universities and female academics for work environment issues within the context of design management applications. The study proposes use of design research, ergonomics and systems design thinking to develop the university design which facilitates removal of physical and cognitive barriers for female academics. Review of literature demonstrates that macro and micro ergonomic combined with design management and system design strategies can significantly improve the workplace design for female academics. The university design model would be prepared based on the analyses of primary data obtained from archived documents, participants' observation logs, photo audits, focus groups and semi-structured interviews of currently employed female academics in the selected case universities.

Keywords: Design management, workplace design, university design, ergonomics.

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Authors: Prakash G L, Thejaswini M, S H Manjula, K R Venugopal, L M Patnaik

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Computing and maintaining network structures for efficient data aggregation incurs high overhead for dynamic events where the set of nodes sensing an event changes with time. Moreover, structured approaches are sensitive to the waiting time that is used by nodes to wait for packets from their children before forwarding the packet to the sink. An optimal routing and data aggregation scheme for wireless sensor networks is proposed in this paper. We propose Tree on DAG (ToD), a semistructured approach that uses Dynamic Forwarding on an implicitly constructed structure composed of multiple shortest path trees to support network scalability. The key principle behind ToD is that adjacent nodes in a graph will have low stretch in one of these trees in ToD, thus resulting in early aggregation of packets. Based on simulations on a 2,000-node Mica2- based network, we conclude that efficient aggregation in large-scale networks can be achieved by our semistructured approach.

Keywords: Aggregation, Packet Merging, Query Processing.

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Authors: M. Rychlik, R. Roszak, M. Morzynski, M. Nowak, H. Hausa, K. Kotecki

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Article presents the geometry and structure reconstruction procedure of the aircraft model for flatter research (based on the I22-IRYDA aircraft). For reconstruction the Reverse Engineering techniques and advanced surface modeling CAD tools are used. Authors discuss all stages of data acquisition process, computation and analysis of measured data. For acquisition the three dimensional structured light scanner was used. In the further sections, details of reconstruction process are present. Geometry reconstruction procedure transform measured input data (points cloud) into the three dimensional parametric computer model (NURBS solid model) which is compatible with CAD systems. Parallel to the geometry of the aircraft, the internal structure (structural model) are extracted and modeled. In last chapter the evaluation of obtained models are discussed.

Keywords: computer modeling, numerical simulation, Reverse Engineering, structural model

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Authors: Redha Elhuni, M. Munir Ahmad

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The main purpose of this research is to construct a generic model for successful implementation of Total Quality Management (TQM) in Oil sector, and to find out the effects of this model on the organizational sustainability development (OSD) performance of Libyan oil and gas companies using the structured equation modeling (SEM) approach. The research approach covers both quantitative and qualitative methods. A questionnaire was developed in order to identify the quality factors that are seen by Libyan oil and gas companies to be critical to the success of TQM implementation. Hypotheses were developed to evaluate the impact of TQM implementation on O SD. Data analysis reveals that there is a significant positive effect of the TQM implementation on OSD. 24 quality factors are found to be critical and absolutely essential for successful TQM implementation. The results generated a structure of the TQMSD implementation framework based on the four major road map constructs (Top management commitment, employee involvement and participation, customer-driven processes, and continuous improvement culture).

Keywords: TQM, CQFs, Oil & Gas, OSD, Libya.

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Authors: Ifere, Eugene Okoi, Eko, Eko Omini

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Taxation as a potent fiscal policy instrument through which infrastructures and social services that drive the development process of any society has been ineffective in Nigeria. The adoption of appropriate measures is, however, a requirement for the generation of adequate tax revenue. This study set out to investigates efficiency and effectiveness in the administration of tax in Nigeria, using Cross River State as a case-study. The methodology to achieve this objective is a qualitative technique using structured questionnaires to survey the three senatorial districts in the state; the central limit theory is adopted as our analytical technique. Result showed a significant degree of inefficiency in the administration of taxes. It is recommended that periodic review and update of tax policy will bring innovation and effectiveness in the administration of taxes. Also proper appropriation of tax revenue will drive development in needed infrastructural and social services.

Keywords: Administration, Efficiency, Effectiveness, Taxation

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Authors: J. H. Boonzaaier, A. C. Brent

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South Africa, a water scarce country, experiences the phenomenon that its life supporting natural water resources is seriously threatened by the users that are totally dependent on it. South Africa is globally applauded to have of the best and most progressive water laws and policies. There are however growing concerns regarding natural water resource quality deterioration and a critical void in the management of natural resources and compliance to policies due to increasing institutional uncertainties and failures. These are in accordance with concerns of many South African researchers and practitioners that call for a change in paradigm from talk to practice and a more constructive, practical approach to governance challenges in the management of water resources. A qualitative theory-building case study through longitudinal action research was conducted from 2014 to 2017. The research assessed whether a strategic positioned institutional agent can be parlayed to facilitate and execute WRM on catchment level by engaging multiple stakeholders in a polycentric setting. Through a critical realist approach a distinction was made between ex ante self-deterministic human behaviour in the realist realm, and ex post governance-management in the constructivist realm. A congruence analysis, including Toulmin’s method of argumentation analysis, was utilised. The study evaluated the unique case of a self-steering local water management institution, the Impala Water Users Association (WUA) in the Pongola River catchment in the northern part of the KwaZulu-Natal Province of South Africa. Exploiting prevailing water resource threats, it expanded its ancillary functions from 20,000 to 300,000 ha. Embarking on WRM activities, it addressed natural water system quality assessments, social awareness, knowledge support, and threats, such as: soil erosion, waste and effluent into water systems, coal mining, and water security dimensions; through structured engagement with 21 different catchment stakeholders. By implementing a proposed polycentric governance-management model on a catchment scale, the WUA achieved to fill the void. It developed a foundation and capacity to protect the resilience of the natural environment that is critical for freshwater resources to ensure long-term water security of the Pongola River basin. Further work is recommended on appropriate statutory delegations, mechanisms of sustainable funding, sufficient penetration of knowledge to local levels to catalyse behaviour change, incentivised support from professionals, back-to-back expansion of WUAs to alleviate scale and cost burdens, and the creation of catchment data monitoring and compilation centres.

Keywords: Institutional agent, water governance, polycentric water resource management, water resource management.

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Authors: Abigail Qian Zhou

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In today's China, the well-educated middle class, with stable jobs and above-average income, are the driving force behind its Internet society. Through the analysis of data from the 2015 Chinese General Social Survey and 50 interviewees, this study investigates the current situation of this group’s specific internet usage. The findings of this study demonstrate that daily life among the members of this socioeconomic group is closely tied to the Internet. For Chinese middle class, the Internet is used to socialize and entertain self and others. It is also used to search for and share information as well as to build their identities. The empirical results of this study will provide a reference, supported by factual data, for enterprises seeking to target the Chinese middle class through online marketing efforts.

Keywords: China, internet use, middle class, network behavior, online marketing.

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