Search results for: Brand Name Mutation

Authors: Anayochukwu Leonard Okoli

Abstract:

The nexus between language and culture is so intertwined and very significant that language is largely seen as a vehicle for cultural transmission. Culture itself refers to the aggregate belief system of a people, embellishing its corporate national image or brand. If we conceive national rebranding as a campaign to rekindle the patriotic flame in the consciousness of a people towards its sociocultural imperatives and values, then, Nigerian indigenous linguistic flame has not been ignited. Consequently, the paper contends that the current national rebranding policy remains a myth in the confines of the elitists' intellectual squabble. It however recommends that the use of our indigenous languages should be supported by adequate legislation and also propagated by Nollywood in order to revamp and sustain the people’s interest in their local languages. Finally, the use of the indigenous Nigerian languages demonstrates patriotism, an important ingredient for actualizing a genuine national rebranding.

Keywords: Appraisal, Indigenous Languages, Policy, Rebranding.

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Authors: Azwadi Ali

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The survival of publicly listed companies largely depends on their stocks being liquidly traded. This goal can be achieved when new investors are attracted to invest on companies- stocks. Among different groups of investors, individual investors are generally less able to objectively evaluate companies- risks and returns, and tend to be emotionally biased in their investing decisions. Therefore their decisions may be formed as a result of perceived risks and returns, and influenced by companies- images. This study finds that perceived risk, perceived returns and trust directly affect individual investors- trading decisions while attitude towards brand partially mediates the relationships. This finding suggests that, in courting individual investors, companies still need to perform financially while building a good image can result in their stocks being accepted quicker than the stocks of good performing companies with hidden images.

Keywords: Behavioral Finance, Investment, Attitude towardsBrand, Partial Least Squares

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Authors: M. Kiarna, S. Junjira, S. Casey, M. Nolwazi, M. S. Marcos, A. T. Tatiana, L. Cassandra

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This paper details a rebrand design project developed for a non-profitable organization called Te Roopu Waiora (TRW), which is currently located in Auckland, Aotearoa New Zealand. This social enterprise is dedicated to supporting the Māori community living with sensorial, physical and intellectual disabilities (whānau hauā). As part of a year three bachelor design brief, the rebrand project enabled students to reflect on Kaupapa Māori principles and appropriately address the values of the organisation. As such, the methodology used a pragmatic paradigm approach and mixed methods design practices involving a human-centred design to problem solving. As result, the student project culminated in the development in a range of cohesive design artefacts, aiming to improve the rentability and perception of the brand with the audience and stakeholders.

Keywords: Design in Aotearoa New Zealand, Kaupapa Māori, branding, design education, human-centered design.

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Authors: Sunita Dhingra, Satinder Bal Gupta, Ranjit Biswas

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Multiprocessor task scheduling is a NP-hard problem and Genetic Algorithm (GA) has been revealed as an excellent technique for finding an optimal solution. In the past, several methods have been considered for the solution of this problem based on GAs. But, all these methods consider single criteria and in the present work, minimization of the bi-criteria multiprocessor task scheduling problem has been considered which includes weighted sum of makespan & total completion time. Efficiency and effectiveness of genetic algorithm can be achieved by optimization of its different parameters such as crossover, mutation, crossover probability, selection function etc. The effects of GA parameters on minimization of bi-criteria fitness function and subsequent setting of parameters have been accomplished by central composite design (CCD) approach of response surface methodology (RSM) of Design of Experiments. The experiments have been performed with different levels of GA parameters and analysis of variance has been performed for significant parameters for minimisation of makespan and total completion time simultaneously.

Keywords: Multiprocessor task scheduling, Design of experiments, Genetic Algorithm, Makespan, Total completion time.

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Authors: Tutku Eker Iscioglu

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Increasing attention has been given in academia to the concept of corporate social responsibility. Also, the number of companies that undertake social responsibility initiatives has been boosting day by day since behaving in a socially responsible manner brings a lot to the companies. Literature provides various benefits of social responsibility and under which situations these benefits could be realized. However, most of these studies focus on one aspect of the consequences of behaving in a socially responsible manner and there is no study that unifies the conditions that a company should fulfill to make customers prefer its brand. This study aims to fill this gap. More specifically, the purpose of this study is to identify the conditions that a socially responsible company should fulfill in order to attract customers. To this end, a scale is developed and its reliability and validity is assessed through the method of Multitrait- Multimethod Matrix.

Keywords: Consumers, Corporate Social Responsibility, Multitrait-Multimethod Matrix, Scale Development.

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Authors: Kanyapat U. Tapao

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The purpose of this study is to analyze the operation strategy strategies and public relations trend for public relations strategies development in public television station in Thailand. This study is a qualitative approach by indent interview from the 6 key informants that are managers of Voice TV and Thairath TV Channel. The results showed that both TV stations have to do research before making a release on the operation strategy policy such as a slogan, segmentation, integrated marketing communication and PR activity and also in term of Public Relations trend are including online media, online content and online training before opening the station and start promoting. By the way, we found the PR strategy for both TV station should be including application on mobile, online content, CRM activity, online banner, special event, and brand ambassador in order to bring a very reliable way.

Keywords: Operation strategy, public relations trend, public relations strategies development, online banner.

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Authors: Li Wu

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By using linear regression methodology to analyze the data of daily precipitation from 1961-2012, this paper studied the variation tendency of precipitation in Chenzhou. The outcome showed: (1) The annual precipitation was decreasing for 52 years and the difference of precipitation variation tendency among four seasons was remarkable. The precipitation of spring and autumn showed more remarkable decrease than of summer; but the precipitation of winter significantly increased. (2) The annual precipitation frequency tended to lower, which was consistent with the tendency of yearly variation. The seasonal precipitation frequency was greatly different, namely, precipitation frequency in spring and autumn decreased, co-occurring with the phenomenon of mutation; but the winter precipitation frequency increased notably. (3) The precipitation intensity displayed a tendency of increase, including spring, autumn and winter; among them, winter had the most obvious tendency to increase, and autumn had the most yearly variation. Summer was the only season with a tendency of decreasing in precipitation intensity. (4) Annual extreme precipitation tended to reduce, spring, summer and autumn are all included; whereas, winter extreme precipitation tended to increase at the rate of 0.1d/10a. (5) The daily maximum precipitation intensity increased slightly and it varied greatly.

Keywords: Chenzhou, precipitation variation, precipitation frequency, precipitation intensity.

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Authors: Raquel Ramos López, Anissa El-Khattabi, Ana Lucila Sandoval Orozco, Luis Javier García Villalba

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An increasing number of mobile devices with integrated cameras has meant that most digital video comes from these devices. These digital videos can be made anytime, anywhere and for different purposes. They can also be shared on the Internet in a short period of time and may sometimes contain recordings of illegal acts. The need to reliably trace the origin becomes evident when these videos are used for forensic purposes. This work proposes an algorithm to identify the brand and model of mobile device which generated the video. Its procedure is as follows: after obtaining the relevant video information, a classification algorithm based on sensor noise and Wavelet Transform performs the aforementioned identification process. We also present experimental results that support the validity of the techniques used and show promising results.

Keywords: Digital video, forensics analysis, key frame, mobile device, PRNU, sensor noise, source identification.

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Authors: Ahmet Diken, Tahsin Karabulut

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The factor which developing countries are in need is capital. Such countries make an effort to increase their income in order to meet their expenses for employment, infrastructure, superstructure investments, education, health and defense. The sole income of the countries is taxes collected from businesses. The businesses should drive profit and return in order to be able to toll. In a world where competition exists, different strategies may be followed by business in developing countries and they must specify their target markets. İn order to minimize cost and maximize profit, SMEs have to concentrate on target markets and select cost oriented strategy. In this study, a theoretical model is suggested that SME firms have to act as cluster between each other, and also must be optimal provider for large scale firms. SMEs’ policy must be supported by public. This relationship can benefit large scale firms to have brand over the world, and this organization increases value added for developing countries.

Keywords: Competitiveness, sustainability, SMEs, developing countries.

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Authors: Li Shoutao, Gordon Lee

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Evolutionary robotics is concerned with the design of intelligent systems with life-like properties by means of simulated evolution. Approaches in evolutionary robotics can be categorized according to the control structures that represent the behavior and the parameters of the controller that undergo adaptation. The basic idea is to automatically synthesize behaviors that enable the robot to perform useful tasks in complex environments. The evolutionary algorithm searches through the space of parameterized controllers that map sensory perceptions to control actions, thus realizing a specific robotic behavior. Further, the evolutionary algorithm maintains and improves a population of candidate behaviors by means of selection, recombination and mutation. A fitness function evaluates the performance of the resulting behavior according to the robot-s task or mission. In this paper, the focus is in the use of genetic algorithms to solve a multi-objective optimization problem representing robot behaviors; in particular, the A-Compander Law is employed in selecting the weight of each objective during the optimization process. Results using an adaptive fitness function show that this approach can efficiently react to complex tasks under variable environments.

Keywords: adaptive fuzzy neural inference, evolutionary tuning

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Authors: M. Derakhshanfar, B. Minaei-Bidgoli

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Spatial trends are one of the valuable patterns in geo databases. They play an important role in data analysis and knowledge discovery from spatial data. A spatial trend is a regular change of one or more non spatial attributes when spatially moving away from a start object. Spatial trend detection is a graph search problem therefore heuristic methods can be good solution. Artificial immune system (AIS) is a special method for searching and optimizing. AIS is a novel evolutionary paradigm inspired by the biological immune system. The models based on immune system principles, such as the clonal selection theory, the immune network model or the negative selection algorithm, have been finding increasing applications in fields of science and engineering. In this paper, we develop a novel immunological algorithm based on clonal selection algorithm (CSA) for spatial trend detection. We are created neighborhood graph and neighborhood path, then select spatial trends that their affinity is high for antibody. In an evolutionary process with artificial immune algorithm, affinity of low trends is increased with mutation until stop condition is satisfied.

Keywords: Spatial Data Mining, Spatial Trend Detection, Heuristic Methods, Artificial Immune System, Clonal Selection Algorithm (CSA)

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Authors: K .Belhadi, H. Bousselsela, M. Yahia, A. Zidani, S. Benbia

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Sickle cell anemia is a recessive genetic disease caused by the presence in the red blood cell, of abnormal hemoglobin called hemoglobin S. It results from the replacement in the beta chain of the acid glutamic acid by valin at position 6. Topics may be homozygous (SS) or heterozygous (AS) most often asymptomatic. Other mutations result in compound heterozygous: - Synthesis of hemoglobin C mutation in the sixth leucin codon (heterozygous SC); - ß-thalassemia (heterozygous S-ß thalassemia). SS homozygous, heterozygous SC and S- ß -thalassemia are grouped under the major sickle cell syndromes. To make a laboratory diagnosis of hemoglobinopathies in a portion of the population in region of Batna, our study was conducted on 115 patients with suspected sickle cell anemia, all cases have benefited from hematological tests as blood count (count RBC, calculated erythrocyte indices, MCV and MCHC, measuring the hemoglobin concentration) and a biochemical test in this case electrophoresis CAPILLARYS HEMOGLOBIN (E). The results showed: 27 cases of sickle cell anemia were found on 115 suspected cases, 73,03% homozygous sickle cell disease and 59,25% sickle cell trait. Finally, the double heterozygous S/C, represent the incidence rate of 3, 70%.

Keywords: Hemoglobin, sickle cell syndromes, laboratory diagnosis

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Authors: K. Vijayalakshmi, S. Radhakrishnan

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In this paper we have proposed a novel dynamic least cost multicast routing protocol using hybrid genetic algorithm for IP networks. Our protocol finds the multicast tree with minimum cost subject to delay, degree, and bandwidth constraints. The proposed protocol has the following features: i. Heuristic local search function has been devised and embedded with normal genetic operation to increase the speed and to get the optimized tree, ii. It is efficient to handle the dynamic situation arises due to either change in the multicast group membership or node / link failure, iii. Two different crossover and mutation probabilities have been used for maintaining the diversity of solution and quick convergence. The simulation results have shown that our proposed protocol generates dynamic multicast tree with lower cost. Results have also shown that the proposed algorithm has better convergence rate, better dynamic request success rate and less execution time than other existing algorithms. Effects of degree and delay constraints have also been analyzed for the multicast tree interns of search success rate.

Keywords: Dynamic Group membership change, Hybrid Genetic Algorithm, Link / node failure, QoS Parameters.

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Authors: Tofigh Hamidavi, Sepehr Abrishami, Pasquale Ponterosso, David Begg

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Structural design and analysis is an important and time-consuming process, particularly at the conceptual design stage. Decisions made at this stage can have an enormous effect on the entire project, as it becomes ever costlier and more difficult to alter the choices made early on in the construction process. Hence, optimisation of the early stages of structural design can provide important efficiencies in terms of cost and time. This paper suggests a structural design optimisation (SDO) framework in which Genetic Algorithms (GAs) may be used to semi-automate the production and optimisation of early structural design alternatives. This framework has the potential to leverage conceptual structural design innovation in Architecture, Engineering and Construction (AEC) projects. Moreover, this framework improves the collaboration between the architectural stage and the structural stage. It will be shown that this SDO framework can make this achievable by generating the structural model based on the extracted data from the architectural model. At the moment, the proposed SDO framework is in the process of validation, involving the distribution of an online questionnaire among structural engineers in the UK.

Keywords: Building Information Modelling, BIM, Genetic Algorithm, GA, architecture-engineering-construction, AEC, Optimisation, structure, design, population, generation, selection, mutation, crossover, offspring.

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Authors: Zhe Ginnie Wang

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With the unprecedented spread of cultural Chinese fashion design in the global fashion system, the under-identified ‘Guochao’ aesthetic that has emerged in the global market needs to be academically emphasized with a methodological approach looking at the Western-Eastern cultural hybridization present in fashion visualization. Through an in-depth and comprehensive investigation of a representative international-based Chinese designer, Angel Chen’s fashion show ‘Madam Qing’, this paper provides a methodological approach on how a form of traditional culture can be effectively extracted and applied to modern design using the most effective techniques. The central approach examined in this study involves creating aesthetic revolutions by addressing Chinese cultural identity through re-creating and modernizing traditional Chinese culture in design.

Keywords: Style modernization, design identity, fashion show, Guochao, Chinese culture, Angel Chen.

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Authors: Ali Vaseghi Ardekani, Hamid Reza Forutan, Amir Habibi, Ali Reza Rajabi, Hasan Adloo

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Distributed generation units (DGs) are grid-connected or stand-alone electric generation units located within the electric distribution system at or near the end user. It is generally accepted that centralized electric power plants will remain the major source of the electric power supply for the near future. DGs, however, can complement central power by providing incremental capacity to the utility grid or to an end user. This paper presents an efficient power dispatching model for hybrid wind-Solar power generation system, to satisfy some essential requirements, such as dispersed electric power demand, electric power quality and reducing generation cost and so on. In this paper, presented some elements of the main parts in the hybrid system; and then made fundamental dispatching strategies according to different situations; then pointed out four improving measures to improve genetic algorithm, such as: modify the producing way of selection probability, improve the way of crossover, protect excellent chromosomes, and change mutation range and so on. Finally, propose a technique for solving the unit's commitment for dispatching problem based on an improved genetic algorithm.

Keywords: Power Quality, Wind-Solar System, Genetic Algorithm, Hybrid System.

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Authors: Ali Sarhadi, Mohammad Reza Meybodi, Ali Yousefi

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Resource discovery is one of the chief services of a grid. A new approach to discover the provenances in grid through learning automata has been propounded in this article. The objective of the aforementioned resource-discovery service is to select the resource based upon the user-s applications and the mercantile yardsticks that is to say opting for an originator which can accomplish the user-s tasks in the most economic manner. This novel service is submitted in two phases. We proffered an applicationbased categorization by means of an intelligent nerve-prone plexus. The user in question sets his or her application as the input vector of the nerve-prone nexus. The output vector of the aforesaid network limns the appropriateness of any one of the resource for the presented executive procedure. The most scrimping option out of those put forward in the previous stage which can be coped with to fulfill the task in question is picked out. Te resource choice is carried out by means of the presented algorithm based upon the learning automata.

Keywords: Resource discovery, learning automata, neural network, economic policy

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Authors: L. K. Davis

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The effects of the evolution force are observable in nature at all structural levels ranging from small molecular systems to conversely enormous biospheric systems. However, the evolution force and work associated with formation of biological structures has yet to be described mathematically or theoretically. In addressing the conundrum, we consider evolution from a unique perspective and in doing so we introduce the “Fundamental Theory of the Evolution Force: FTEF”. We utilized synthetic evolution artificial intelligence (SYN-AI) to identify genomic building blocks and to engineer 14-3-3 ζ docking proteins by transforming gene sequences into time-based DNA codes derived from protein hierarchical structural levels. The aforementioned served as templates for random DNA hybridizations and genetic assembly. The application of hierarchical DNA codes allowed us to fast forward evolution, while dampening the effect of point mutations. Natural selection was performed at each hierarchical structural level and mutations screened using Blosum 80 mutation frequency-based algorithms. Notably, SYN-AI engineered a set of three architecturally conserved docking proteins that retained motion and vibrational dynamics of native Bos taurus 14-3-3 ζ.

Keywords: 14-3-3 docking genes, synthetic protein design, time based DNA codes, writing DNA code from scratch.

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Authors: A. Karasek

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Rapid growth of Information Technologies (IT) has had huge influence on enterprises, and it has contributed to its promotion and increasingly extensive use in enterprises. Information Technologies have to a large extent determined the processes taking place in an enterprise; what is more, IT development has brought the need to adopt a brand new approach to human resources management in an enterprise. The use of IT in human resource management (HRM) is of high importance due to the growing role of information and information technologies. The aim of this paper is to evaluate the use of information technologies in human resources management in enterprises. These practices will be presented in the following areas: recruitment and selection, development and training, employee assessment, motivation, talent management, personnel service. Results of conducted survey show diversity of solutions applied in particular areas of human resource management. In the future, further development in this area should be expected, as well as integration of individual HRM areas, growing mobile-enabled HR processes and their transfer into the cloud. Presented IT solutions applied in HRM are highly innovative, which is of great significance due to their possible implementation in other enterprises.

Keywords: E-HR, human resources management, HRM practices, HRMS, information technologies.

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Authors: Chinmay Soman, Hrishikesh Pathak, Vishal Shah, Aniket Padhye, Amey Inamdar

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Phishing, or stealing of sensitive information on the web, has dealt a major blow to Internet Security in recent times. Most of the existing anti-phishing solutions fail to handle the fuzziness involved in phish detection, thus leading to a large number of false positives. This fuzziness is attributed to the use of highly flexible and at the same time, highly ambiguous HTML language. We introduce a new perspective against phishing, that tries to systematically prove, whether a given page is phished or not, using the corresponding original page as the basis of the comparison. It analyzes the layout of the pages under consideration to determine the percentage distortion between them, indicative of any form of malicious alteration. The system design represents an intelligent system, employing dynamic assessment which accurately identifies brand new phishing attacks and will prove effective in reducing the number of false positives. This framework could potentially be used as a knowledge base, in educating the internet users against phishing.

Keywords: World Wide Web, Phishing, Internet security, data mining.

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Authors: Feng-Tsung Cheng, Shu-Li Wang, Mei-Fang Wu, Hui-Yu Chuang

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The rapid development technology and widespread Internet make business environment changing a lot. In order to stand in the global market and to keep subsistence, “changing” is unspoken rule for the company’s survival. The purpose of this paper is building up change model by using SWOT, strategy map, KPI and change management theory. The research findings indicate that the company needs to deal with employee’s resistance emotion firstly before building up change model. The ways of providing performance appraisal reward, consulting and counseling mechanisms that will great help to achieve reducing staff negative emotions and motivate staff’s efficiencies also. To revise strategy map, modify corporate culture, and improve internal operational processes which is based on change model. Through the change model, the increasing growth rate of net income helps company to achieve the goals and be a leading brand of precision machinery industry.

Keywords: Organizational change, SWOT analysis, strategy maps, performance indicators.

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Authors: Shigeaki Sakurai, Makino Kyoko, Shigeru Matsumoto

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This paper proposes a method that predicts attractive evaluation objects. In the learning phase, the method inductively acquires trend rules from complex sequential data. The data is composed of two types of data. One is numerical sequential data. Each evaluation object has respective numerical sequential data. The other is text sequential data. Each evaluation object is described in texts. The trend rules represent changes of numerical values related to evaluation objects. In the prediction phase, the method applies new text sequential data to the trend rules and evaluates which evaluation objects are attractive. This paper verifies the effect of the proposed method by using stock price sequences and news headline sequences. In these sequences, each stock brand corresponds to an evaluation object. This paper discusses validity of predicted attractive evaluation objects, the process time of each phase, and the possibility of application tasks.

Keywords: Trend rule, frequent pattern, numerical sequential data, text sequential data, evaluation object.

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Authors: Ratnakar Tripathi, Rajnikant Mishra

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The PAX6, a transcription factor, is essential for the morphogenesis of the eyes, brain, pituitary and pancreatic islets. In rodents, the loss of Pax6 function leads to central nervous system defects, anophthalmia, and nasal hypoplasia. The haplo-insufficiency of Pax6 causes microphthalmia, aggression and other behavioral abnormalities. It is also required in brain patterning and neuronal plasticity. In human, heterozygous mutation of Pax6 causes loss of iris [aniridia], mental retardation and glucose intolerance. The 3- deletion in Pax6 leads to autism and aniridia. The phenotypes are variable in peneterance and expressivity. However, mechanism of function and interaction of PAX6 with other proteins during development and associated disease are not clear. It is intended to explore interactors of PAX6 to elucidated biology of PAX6 function in the tissues where it is expressed and also in the central regulatory pathway. This report describes In-silico approaches to explore interacting proteins of PAX6. The models show several possible proteins interacting with PAX6 like MITF, SIX3, SOX2, SOX3, IPO13, TRIM, and OGT. Since the Pax6 is a critical transcriptional regulator and master control gene of eye and brain development it might be interacting with other protein involved in morphogenesis [TGIF, TGF, Ras etc]. It is also presumed that matricelluar proteins [SPARC, thrombospondin-1 and osteonectin etc] are likely to interact during transport and processing of PAX6 and are somewhere its cascade. The proteins involved in cell survival and cell proliferation can also not be ignored.

Keywords: Interacting Proteins, Pax6, PIP, STRING

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Authors: Wafa' S.Al-Sharafat, Reyadh Naoum

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Society has grown to rely on Internet services, and the number of Internet users increases every day. As more and more users become connected to the network, the window of opportunity for malicious users to do their damage becomes very great and lucrative. The objective of this paper is to incorporate different techniques into classier system to detect and classify intrusion from normal network packet. Among several techniques, Steady State Genetic-based Machine Leaning Algorithm (SSGBML) will be used to detect intrusions. Where Steady State Genetic Algorithm (SSGA), Simple Genetic Algorithm (SGA), Modified Genetic Algorithm and Zeroth Level Classifier system are investigated in this research. SSGA is used as a discovery mechanism instead of SGA. SGA replaces all old rules with new produced rule preventing old good rules from participating in the next rule generation. Zeroth Level Classifier System is used to play the role of detector by matching incoming environment message with classifiers to determine whether the current message is normal or intrusion and receiving feedback from environment. Finally, in order to attain the best results, Modified SSGA will enhance our discovery engine by using Fuzzy Logic to optimize crossover and mutation probability. The experiments and evaluations of the proposed method were performed with the KDD 99 intrusion detection dataset.

Keywords: MSSGBML, Network Intrusion Detection, SGA, SSGA.

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Authors: Nicolae Bold, Daniel Nijloveanu

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The idea of cropping-system is a method used by farmers. It is an environmentally-friendly method, protecting the natural resources (soil, water, air, nutritive substances) and increase the production at the same time, taking into account some crop particularities. The combination of this powerful method with the concepts of genetic algorithms results into a possibility of generating sequences of crops in order to form a rotation. The usage of this type of algorithms has been efficient in solving problems related to optimization and their polynomial complexity allows them to be used at solving more difficult and various problems. In our case, the optimization consists in finding the most profitable rotation of cultures. One of the expected results is to optimize the usage of the resources, in order to minimize the costs and maximize the profit. In order to achieve these goals, a genetic algorithm was designed. This algorithm ensures the finding of several optimized solutions of cropping-systems possibilities which have the highest profit and, thus, which minimize the costs. The algorithm uses genetic-based methods (mutation, crossover) and structures (genes, chromosomes). A cropping-system possibility will be considered a chromosome and a crop within the rotation is a gene within a chromosome. Results about the efficiency of this method will be presented in a special section. The implementation of this method would bring benefits into the activity of the farmers by giving them hints and helping them to use the resources efficiently.

Keywords: Genetic algorithm, chromosomes, genes, cropping, agriculture.

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Authors: Zullina H. Shaari, Amzairi Amar, Abdul Mutalib Embong, Hezlina Hashim

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University websites are considered as one of the brand primary touch points for multiple stakeholders, but most of them did not have great designs to create favorable impressions. Some of the elements that web designers should carefully consider are the appearance, the content, the functionality, usability and search engine optimization. However, priority should be placed on website simplicity and negative space. In terms of content, previous research suggests that universities should include reputation, learning environment, graduate career prospects, image destination, cultural integration, and virtual tour on their websites. The study examines how top 200 world ranking science and technology-based universities present their brands online and whether the websites capture the content dimensions. Content analysis of the websites revealed that the top ranking universities captured these dimensions at varying degree. Besides, the UK-based university had better priority on website simplicity and negative space compared to the Malaysian-based university.

Keywords: Science and technology programs, top-ranked universities, online brands, university websites.

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Authors: Sinee Sankrusme

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The study was a case study analysis about Thai Asia Pacific Brewery Company. The purpose was to analyze the company’s marketing objective, marketing strategy at company level, and marketing mix before liquor liberalization in 2000. Methods used in this study were qualitative and descriptive research approach which demonstrated the following results of the study demonstrated as follows: (1) Marketing objective was to increase market share of Heineken and Amtel, (2) the company’s marketing strategies were brand building strategy and distribution strategy. Additionally, the company also conducted marketing mix strategy as follows. Product strategy: The company added more beer brands namely Amstel and Tiger to provide additional choice to consumers, product and marketing research, and product development. Price strategy: the company had taken the following into consideration: cost, competitor, market, economic situation and tax. Promotion strategy: the company conducted sales promotion and advertising. Distribution strategy: the company extended channels its channels of distribution into food shops, pubs and various entertainment places. This strategy benefited interested persons and people who were engaged in the beer business.

Keywords: Marketing Strategy, Beer, Thai Asia Pacific Brewery Company.

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Authors: Dana Lee, Young Chan Kim

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The purpose of this paper is to examine the relationship between the fashion corporate social responsibility (CSR) ad framing and consumer purchase behaviours with the focus on consumer’s concern and involvement towards fashion brands. A self-completion questionnaire was administered to 200 respondents. Factor analysis and other statistical analyses were applied to test hypotheses. The results suggested that the quality of the product was the most important factor when consumers purchase fashion brand products with high level of responsibility towards unethical practices but surprisingly favourability for fast fashion. Unexpectedly, it was shown that consumers took the plenty of blame, but not much responsibility on buying fast fashion evading their responsibility to CSR ad, and their purchase intentions remained unchanged. The result, on the other hand, showed that fashion CSR ads can significantly moderate individuals’ emotions even though this had no significant correlation with the purchase intentions. Despite the limited sample size and geographical region, this research has important implications for contemporary fashion brands that use ad framing to understand how consumers’ involvement and concernedness toward the CSR actions in ad, influence their favourability (purchase intention) for fashion brands.

Keywords: Framing effect, CSR advertisements, consumer behaviour, purchase intention.

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Authors: Mahawish Masud, Muhammad Iqbal, M. U. Khan, Farooque Azam

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Manual writing of test cases from functional requirements is a time-consuming task. Such test cases are not only difficult to write but are also challenging to maintain. Test cases can be drawn from the functional requirements that are expressed in natural language. However, manual test case generation is inefficient and subject to errors.  In this paper, we have presented a systematic procedure that could automatically derive test cases from user stories. The user stories are specified in a restricted natural language using a well-defined template.  We have also presented a detailed methodology for writing our test ready user stories. Our tool “Test-o-Matic” automatically generates the test cases by processing the restricted user stories. The generated test cases are executed by using open source Selenium IDE.  We evaluate our approach on a case study, which is an open source web based application. Effectiveness of our approach is evaluated by seeding faults in the open source case study using known mutation operators.  Results show that the test case generation from restricted user stories is a viable approach for automated testing of web applications.

Keywords: Automated testing, natural language, user story modeling, software engineering, software testing, test case specification, transformation and automation, user story, web application testing.

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Authors: Espinoza S. Clara, Gamarra Q. Flor, Marianela F. Ramos Quispe S. Miguel, Flores R. Omar

Abstract:

Tropaeolum majus L. is a native plant to South and Central America, used since ancient times by our ancestors to combat different diseases. Glucotropaeolonin is one of its main components, which when hydrolyzed, forms benzyl isothiocyanate (BIT) that promotes cellular apoptosis (programmed cell death in cancer cells). Therefore, the present research aims to evaluate the effect of the pressure and temperature of BIT extraction by supercritical CO₂ from Tropaeolum majus L. The extraction was carried out in a supercritical fluid extractor equipment Speed SFE BASIC Brand: Poly science, the leaves of Tropaeolum majus L. were ground for one hour and lyophilized until obtaining a humidity of 6%. The extraction with supercritical CO₂ was carried out with pressures of 200 bar and 300 bar, temperatures of 50°C, 60°C and 70°C, obtained by the conjugation of these six treatments. BIT was identified by thin layer chromatography using 98% BIT as the standard, and as the mobile phase hexane: dichloromethane (4:2). Subsequently, BIT quantification was performed by high performance liquid chromatography (HPLC). The highest yield of oleoresin by supercritical CO₂ extraction was obtained pressure 300 bar and temperature at 60°C; and the higher content of BIT at pressure 200 bar and 70°C for 30 minutes to obtain 113.615 ± 0.03 mg BIT/100 g dry matter was obtained.

Keywords: Tropaeolum majus L., supercritical fluids, benzyl isothiocyanate.

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