Search results for: Electrification strategy

Authors: M. Mourad, K. Mahmoud

Abstract:

Recently hybrid vehicles have become a major concern as one alternative vehicles. This type of hybrid vehicle contributes greatly to reducing pollution. Therefore, this work studies the influence of electrification phase of hybrid electric vehicle on emission of vehicle at different road conditions. To accomplish this investigation, a simulation model was used to evaluate the external characteristics of the hybrid electric vehicle according to variant conditions of road resistances. Therefore, this paper reports a methodology to decrease the vehicle emission especially greenhouse gas emission inside cities. The results show the effect of electrification on vehicle performance characteristics. The results show that CO₂ emission of vehicle decreases up to 50.6% according to an urban driving cycle due to applying the electrification strategy for hybrid electric vehicle.

Keywords: Electrification strategy, hybrid electric vehicle, CO2 emission.

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Authors: S. P. Koko, K. Kusakana, H. J. Vermaak

Abstract:

Standalone micro-hydrokinetic river (MHR) system is one of the promising technologies to be used for remote rural electrification. It simply requires the flow of water instead of elevation or head, leading to expensive civil works. This paper demonstrates an economic benefit offered by a standalone MHR system when compared to the commonly used standalone systems such as solar, wind and diesel generator (DG) at the selected study site in Kwazulu Natal. Wind speed and solar radiation data of the selected rural site have been taken from national aeronautics and space administration (NASA) surface meteorology database. The hybrid optimization model for electric renewable (HOMER) software was used to determine the most feasible solution when using MHR, solar, wind or DG system to supply 5 rural houses. MHR system proved to be the best cost-effective option to consider at the study site due to its low cost of energy (COE) and low net present cost (NPC).

Keywords: Economic analysis, Micro-hydrokinetic system, Rural-electrification, Stand-alone system.

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Authors: Indrasen Raghupatruni, Michael Glora, Ralf Diekmann, Thomas Demmer

Abstract:

As the trend in automotive technology is fast moving towards hybridization and electrification to curb emissions as well as to improve the fuel efficiency, air-conditioning systems in passenger cars have not caught up with this trend and still remain as the major energy consumers amongst others. Adsorption based air-conditioning systems, e.g. with silica-gel water pair, which are already in use for residential and commercial applications, are now being considered as a technology leap once proven feasible for the passenger cars. In this paper we discuss a methodology, challenges and feasibility of implementing an adsorption based air-conditioning system in a passenger car utilizing the exhaust waste heat. We also propose an optimized control strategy with interfaces to the engine control unit of the vehicle for operating this system with reasonable efficiency supported by our simulation and validation results in a prototype vehicle, additionally comparing to existing implementations, simulation based as well as experimental. Finally we discuss the influence of start-stop and hybrid systems on the operation strategy of the adsorption air-conditioning system.

Keywords: Adsorption air-conditioning, feasibility study, optimized control strategy, prototype vehicle.

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Authors: Rami Darwish

Abstract:

The transport industry is transitioning to sustainable industrial systems to meet its environmental targets. At the heart of this transition lies the electrification of bus systems, which involves the introduction and testing of sustainable technologies in protected environments for customer evaluation. While the transition necessitates business-model innovation, practical implementation has proven to be complex. This article delves into efforts to present the business model of a bus operator engaged in public procurement with the goal of facilitating the industry's shift towards electrification. Through an in-depth case study, the influence of public contracts’ design on the evolution of a technology and the operator's business model for electrification is explored. While the extant literature suggests that public procurement can facilitate business-model innovation and sustainable development, the findings reveal that public-contract design can limit value creation and value capture in potential business models, locking organizations into existing business models and hindering the socio-technical transition to sustainability. Interestingly, public-procurement contract design can play a pivotal role in preventing sustainable innovations from breaking through. This highlights the importance of contract design as a vehicle for dialogue between businesses and authorities that can enable systemic change. The case study also illuminates a paradoxical scenario in which the transport authority was required to reconcile the efficiency and stability required for bus transport with the potential benefits of electrification technologies promising sustainability. Finally, recommendations for navigating and addressing this tension are provided. The implications of these findings extend to the literature on discontinuous innovation and business-model innovation.

Keywords: Sustainable transition, public procurement, business-model innovation, discontinuous innovation, lock-in.

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Authors: Sinee Sankrusme

Abstract:

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

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

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Authors: Jaroslav Pavlíček

Abstract:

Company strategy expresses a basic idea of how to reach company objectives. A whole range of models of strategic management are used in practice. The concept of strategic management should fulfill some basic requirements to make it applicable for both the typical, but also more specific company environment. The financial strategy plays an important role in corporate strategy. The paper develops a methodology of strategic model implementing into the category of micro, small and medium-sized enterprises (SMEs). Furthermore, the methodology recommends procedures while solving an up-to-date worldwide task of the definition of the company strategy and its financial strategy.

Keywords: corporate strategy, financial strategy, corporate planning

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Authors: Arpan Dwivedi, Yogesh Pahariya

Abstract:

In this paper, optimal design of hybrid standalone power supply system (SAPS) is done for off grid applications in remote areas where transmission of power is difficult. The hybrid SAPS system uses two primary energy sources, wind and solar, and in addition to these diesel generator is also connected to meet the load demand in case of failure of wind and solar system. This paper presents mathematical modeling of 1.4 MW hybrid SAPS system for rural electrification. This paper firstly focuses on mathematical modeling of PV module connected in a string, secondly focuses on modeling of permanent magnet wind turbine generator (PMWTG). The hybrid controller is also designed for selection of power from the source available as per the load demand. The power output of hybrid SAPS system is analyzed for meeting load demands at urban as well as for rural areas.

Keywords: SAPS, DG, PMWTG, rural area, off grid, PV module.

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Authors: V. Lendel, M. Varmus

Abstract:

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

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

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Authors: M. Torabizadeh, M. Khatami Rad, A. Noshadi

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In order to achieve competitive advantage and better performance of firm, supply chain management (SCM) strategy should support and drive forward business strategy. It means that supply chain should be aligned with business strategy, at the same time supply chain (SC) managers need to use appropriate information system (IS) solution to support their strategy, which would lead to stay competitive. There are different kinds of IS strategies which enable managers to meet the SC requirement by selecting the best IS strategy. Therefore, it is important to align IS strategies and practices with SC strategies and practices, which could help us to plan for an IS application that supports and enhances a SCMS. In this study, aligning IS with SC in strategy level is considered. The main aim of this paper is to align the various IS strategies with SCM strategies and demonstrate their impact on SC and firm performance.

Keywords: Information system strategy, alignment, firm performance, supply chain strategy.

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Authors: M. K. Hasan, Y. H. Ng, J. Sulaiman

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This paper present the implementation of a new ordering strategy on Successive Overrelaxation scheme on two dimensional boundary value problems. The strategy involve two directions alternatingly; from top and bottom of the solution domain. The method shows to significantly reduce the iteration number to converge. Four numerical experiments were carried out to examine the performance of the new strategy.

Keywords: Two dimensional boundary value problems, Successive Overrelaxation scheme, Alternating Top-Bottom strategy, fast convergence

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Authors: Anne A. Christopher

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This study examines the use of the persuasive strategy of deixis and personalization in advertising slogans. This rhetorical/ stylistic and linguistic strategy has been found to be widely used in advertising slogans for over a century. A total of five hundred advertising slogans of multinational companies in both product and service sectors were obtained. The analysis reveals the 3 main components of this strategy as being deictic words, absolute uniqueness and personal pronouns. The percentage and mean of the use of the 3 components are tabulated. The findings show that advertisers have used this persuasive strategy in creative ways to persuade consumers to buy their products and services.

Keywords: Advertising slogans, deixis, personalization, persuasive strategy.

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Authors: Hui-Ling Huang, Yue-Yang Chen, Ming-Chi Tsai, Cheng-Jiun Lee

Abstract:

Recently, a great number of theoretical frameworks have been proposed to develop the linkages between knowledge management (KM) and organizational strategies. However, while there has been much theorizing and case study in the area, validated research models integrating KM and information technology strategies for empirical testing of these theories have been scarce. In this research, we try to develop a research model for explaining the relationship between KM strategy and IT strategy and their effects on performance. Finally, meaningful propositions and conclusions are derived, and suggestions for future research are proposed and discussed.

Keywords: Knowledge management strategy, information technology strategy, knowledge management performance, information technology performance

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Authors: Sinee Sankrusme

Abstract:

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: A. S. Mousa, F. Shoman

Abstract:

We present a discrete game theoretical model with homogeneous individuals who make simultaneous decisions. In this model the strategy space of all individuals is a discrete and dichotomous set which consists of two strategies. We fully characterize the coherent, split and mixed strategies that form Nash equilibria and we determine the corresponding Nash domains for all individuals. We find all strategic thresholds in which individuals can change their mind if small perturbations in the parameters of the model occurs.

Keywords: Coherent strategy, split strategy, pure strategy, mixed strategy, Nash Equilibrium, game theory.

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Authors: Gábor Szűcs, Gábor Neszveda, Xin Fang

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In this paper the General Game problem is described. In this problem the competition or cooperation dilemma occurs as the two basic types of strategies. The strategy possibilities have been analyzed for finding winning strategy in uncertain situations (no information about the number of players and their strategy types). The winning strategy is missing, but a good solution can be found by simulation by varying the ratio of the two types of strategies. This new method has been used in a real contest with human players, where the created strategies by simulation have reached very good ranks. This construction can be applied in other real social games as well.

Keywords: competition, cooperation, finding good strategy, General Game

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Authors: Harshit Vallecha, Prabha Bhola

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‘Energy for all’, is a global issue of concern for the past many years. Despite the number of technological advancements and innovations, significant numbers of people are living without access to electricity around the world. India, an emerging economy, tops the list of nations having the maximum number of residents living off the grid, thus raising global attention in past few years to provide clean and sustainable energy access solutions to all of its residents. It is evident from developed economies that centralized planning and electrification alone is not sufficient for meeting energy security. Implementation of off-grid and consumer-driven energy models like Decentralized Renewable Energy (DRE) systems have played a significant role in meeting the national energy demand in developed nations. Cases of DRE systems have been reported in developing countries like India for the past few years. This paper attempts to profile the status of DRE projects in the Indian context with their scope and relevance to ensure universal electrification. Diversified cases of DRE projects, particularly solar, biomass and micro hydro are identified in different Indian states. Critical factors affecting the sustainability of DRE projects are extracted with their interlinkages in the context of developers, beneficiaries and promoters involved in such projects. Socio-techno-economic indicators are identified through similar cases in the context of DRE projects. Exploratory factor analysis is performed to evaluate the critical sustainability factors followed by regression analysis to establish the relationship between the dependent and independent factors. The generated EFA-Regression model provides a basis to develop the sustainability and replicability framework for broader coverage of DRE projects in developing nations in order to attain the goal of universal electrification with least carbon emissions.

Keywords: Climate change, decentralized generation, electricity access, renewable energy.

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Authors: Hsin-Yi Lien

Abstract:

The study explored the role of metacognition in foreign language anxiety on a sample of 411 Taiwanese students of English as a Foreign Language. The reading strategy inventory was employed to evaluate the tertiary learners’ level of metacognitive awareness and a semi-structured background questionnaire was also used to examine the learners’ perceptions of their English proficiency and satisfaction of their current English learning. In addition, gender and academic level differences in employment of reading strategies were investigated. The results showed the frequency of reading strategy use increase slightly along with academic years and males and females actually employ different reading strategies. The EFL tertiary learners in the present study utilized cognitive strategies more frequently than metacognitive strategies or support strategies. Male students use metacognitive strategy more often while female students use cognitive and support strategy more frequently.

Keywords: Cognitive strategy, gender differences, metacognitive strategy, support strategy.

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Authors: Ming-Hsiung Wu, Yu-Hsi Yuan

Abstract:

The aim of the research is to understand whether the accuracy of customer detection of employee emotional labor strategy would influence the overall service satisfaction. From path analysis, it was found that employee-s positive emotions positively influenced service quality. Service quality in turn influenced Customer detection of employee emotional deep action strategy and Customer detection of employee emotional surface action strategy. Lastly, Customer detection of employee emotional deep action strategy and Customer detection of employee emotional surface action strategy positively influenced service satisfaction. Based on the analysis results, suggestions are proposed to provide reference for human resource management and use in relative fields.

Keywords: Emotional labor, Emotional deep action strategy, Emotional surface action strategy, Service satisfaction

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Authors: Wisdom G. Dube, Talent Makoni, Tasiana K. Nyadzayo, Namukolo M. Covic

Abstract:

Vitamin A deficiency is a public health problem in Zimbabwe. Addressing vitamin A deficiency has the potential of enhancing resistance to disease and reducing mortality especially in children less than 5 years. We implemented and adapted vitamin A outreach supplementation strategy within the National Immunization Days and Extended Programme of Immunization in a rural district in Zimbabwe. Despite usual operational challenges faced this approach enabled the district to increase delivery of supplementation coverage. This paper describes the outreach strategy that was implemented in the remote rural district. The strategy covered 63 outreach sites with 2 sites being covered per day and visited once per month for the whole year. Coverage reached 71% in an area of previous coverage rates of around less than 50%. We recommend further exploration of this strategy by others working in similar circumstances. This strategy can be a potential way for use by Scaling-Up-Nutrition member states.

Keywords: Coverage, Strategy, Supplementation, Vitamin A.

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Authors: Gideon J. Bonthuys, Marco van Dijk, Jay N. Bhagwan

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Small scale hydropower used to play a very important role in the provision of energy to urban and rural areas of South Africa. The national electricity grid, however, expanded and offered cheap, coal generated electricity and a large number of hydropower systems were decommissioned. Unfortunately, large numbers of households and communities will not be connected to the national electricity grid for the foreseeable future due to high cost of transmission and distribution systems to remote communities due to the relatively low electricity demand within rural communities and the allocation of current expenditure on upgrading and constructing of new coal fired power stations. This necessitates the development of feasible alternative power generation technologies. A feasibility and implementation model was developed to assist in designing and financially evaluating small-scale hydropower (SSHP) plants. Several sites were identified using the model. The SSHP plants were designed for the selected sites and the designs for the different selected sites were priced using pricing models (civil, mechanical and electrical aspects). Following feasibility studies done on the designed and priced SSHP plants, a feasibility analysis was done and a design chart developed for future similar potential SSHP plant projects. The methodology followed in conducting the feasibility analysis for other potential sites consisted of developing cost and income/saving formulae, developing net present value (NPV) formulae, Capital Cost Comparison Ratio (CCCR) and levelised cost formulae for SSHP projects for the different types of plant installations. It included setting up a model for the development of a design chart for a SSHP, calculating the NPV, CCCR and levelised cost for the different scenarios within the model by varying different parameters within the developed formulae, setting up the design chart for the different scenarios within the model and analyzing and interpreting results. From the interpretation of the develop design charts for feasible SSHP in can be seen that turbine and distribution line cost are the major influences on the cost and feasibility of SSHP. High head, short transmission line and islanded mini-grid SSHP installations are the most feasible and that the levelised cost of SSHP is high for low power generation sites. The main conclusion from the study is that the levelised cost of SSHP projects indicate that the cost of SSHP for low energy generation is high compared to the levelised cost of grid connected electricity supply; however, the remoteness of SSHP for rural electrification and the cost of infrastructure to connect remote rural communities to the local or national electricity grid provides a low CCCR and renders SSHP for rural electrification feasible on this basis.

Keywords: Feasibility, cost, rural electrification, small-scale hydropower.

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Authors: Nazira B. Boldurukova

Abstract:

The article examines the potential of the Chinese diaspora abroad. Investigate the influence of the highest in the People's Republic of foreign economic strategy of "Going to the outside" on the investment activity of Chinese enterprises abroad, the export of labor.

Keywords: China, migrants, reform, economic strategy, migration policy, huaqiao.

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Authors: Lei Zhang, Tingting Xu, Jun He, Zhenyu Yan, Roger Brooks

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Email marketing is one of the most important segments of online marketing. Email content is vital to customers. Different customers may have different familiarity with a product, so a successful marketing strategy must personalize email content based on individual customers’ product affinity. In this study, we build our personalized email marketing strategy with three types of emails: nurture, promotion, and conversion. Each type of emails has a different influence on customers. We investigate this difference by analyzing customers’ open rates, click rates and opt-out rates. Feature importance from response models is also analyzed. The goal of the marketing strategy is to improve the click rate on conversion-type emails. To build the personalized strategy, we formulate the problem as a reinforcement learning problem and adopt a Q-learning algorithm with variations. The simulation results show that our model-based strategy outperforms the current marketer’s strategy.

Keywords: Email marketing, email content, reinforcement learning, machine learning, Q-learning.

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Authors: Shabrina Pritta Radyanti, Harimukti Wandebori

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A research study was conducted with an objective to propose a collaborative business strategy of a oil and gas trading company, representing PPT Energy Trading Co., Ltd., with its shareholder, especially electricity and power supply companies for LNG Form of Coal Bed Methane in B2B Transaction. Collaborative business strategy is a strategy to collaborate with other organizations due to have future benefits in both parties, or achieve the business objective through the collaboration of business, its strategy and partners. A structured interview was established to collect the required primary data from the company. Not only interview, but also company’s business plan and annual report were collected and analyzed for the company’s current condition. As the result, this research shows a recommendation to propose a new collaborative strategy with limiting its target market, diversifying product, conducting new business model, and considering other stakeholders.

Keywords: collaborative business strategy, trading company, LNG, coal bed methane

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Authors: Martin Macion

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The request for a sustainable development challenges both managers and consumers to rethink habitual practices and activities. While consumers are challenged to develop sustainable consumption patterns, companies are asked to establish managerial systems and structures considering economical, ecological, and social issues. As this is in particular true for housing associations, this paper aims first, at providing an understanding of sustainability strategy in residential trade and industry (RTI) by identifying relevant facets of this construct and second, at conceptually analyzing the impact of sustainability strategy in RTI on operational efficiency and performance of municipal housing companies. The author develops a model of sustainability strategy in RTI and its effects and further, sheds light in priorities for future research.

Keywords: firm performance, sustainability strategy, residentialtrade and industry

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Authors: Chioma Ifeoma Agbasimelo, Stephen Afam Kenechukwu

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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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Authors: Han Yu, Dan C. Marinescu, Annie S. Wu, Howard Jay Siegel

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In this paper, we introduce an effective strategy for subgoal division and ordering based upon recursive subgoals and combine this strategy with a genetic-based planning approach. This strategy can be applied to domains with conjunctive goals. The main idea is to recursively decompose a goal into a set of serializable subgoals and to specify a strict ordering among the subgoals. Empirical results show that the recursive subgoal strategy reduces the size of the search space and improves the quality of solutions to planning problems.

Keywords: Planning, recursive subgoals, Sliding-tile puzzle, subgoal interaction, genetic algorithms.

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Authors: Astiaj Khoramshahi, Hossein Ahmadi Danesh Ashtiani, Ahmad Khoshgard, Hamidreza Damghani, Leila Damghani

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Rural electrification rates are generally low in Iran and many parts of the world that lack sustainable renewable energy resources. Many homes are based on polluting solutions such as crude oil and diesel generators for lighting, heating, and charging electrical gadgets. Small-scale portable solar battery packs are accessible to the public; however, they have low capacity and are challenging to be distributed in developing countries. To design a battery-based microgrid power systems, the load profile is one of the key parameters. Additionally, the reliability of the system should be taken into account. A conventional microgrid system can be either AC or coupling DC. Both AC and DC microgrids have advantages and disadvantages depending on their application and can be either connected to the main grid or perform independently. This article proposes a tool for optimal sizing of microgrid-independent systems via respective analysis. To show such an analysis, the type of power generation, number of panels, battery capacity, microgrid size, and group of available consumers should be considered. Therefore, the optimization of different design scenarios is based on number of solar panels and super saving sources, ranges of the depth of discharges, to calculate size and estimate the overall cost. Generally, it is observed that there is an inverse relationship between the depth spectrum of discharge and the solar microgrid costs.

Keywords: Storage, super-storage, grid-independent, economic factors, microgrid.

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Authors: Marina Kapsali, John S. Anagnostopoulos

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Greek islands’ interconnection (IC) with larger power systems, such as the mainland grid, is a crucial issue that has attracted a lot of interest; however, the recent economic recession that the country undergoes together with the highly capital intensive nature of this kind of projects have stalled or sifted the development of many of those on a more long-term basis. On the other hand, most of Greek islands are still heavily dependent on the lengthy and costly supply chain of oil imports whilst the majority of them exhibit excellent potential for wind energy (WE) applications. In this respect, the main purpose of the present work is to investigate −through a parametric study which varies both in wind farm (WF) and submarine IC capacities− the impact of large-scale WE development on the IC of the third in size island of Greece (Lesbos) with the mainland system. The energy and economic performance of the system is simulated over a 25-year evaluation period assuming two possible scenarios, i.e. S(a): without the contribution of the local Thermal Power Plant (TPP) and S(b): the TPP is maintained to ensure electrification of the island. The economic feasibility of the two options is investigated in terms of determining their Levelized Cost of Energy (LCOE) including also a sensitivity analysis on the worst/reference/best Cases. According to the results, Lesbos island IC presents considerable economic interest for covering part of island’s future electrification needs with WE having a vital role in this challenging venture.

Keywords: Electricity generation cost, levelized cost of energy, mainland grid, wind energy rejection.

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Authors: Nader Gharibnavaz, Naser Gharibnavaz

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This study extends research on the relationship between marketing strategy and market segmentation by investigating on market segments in the cement industry. Competitive strength and rivals distance from the factory were used as business environment. A three segment (positive, neutral or indifferent and zero zones) were identified as strategic segments. For each segment a marketing strategy (aggressive, defensive and decline) were developed. This study employed data from cement industry to fulfill two objectives, the first is to give a framework to the segmentation of cement industry and the second is developing marketing strategy with varying competitive strength. Fifty six questionnaires containing close-and open-ended questions were collected and analyzed. Results supported the theory that segments tend to be more aggressive than defensive when competitive strength increases. It is concluded that high strength segments follow total market coverage, concentric diversification and frontal attack to their competitors. With decreased competitive strength, Business tends to follow multi-market strategy, product modification/improvement and flank attack to direct competitors for this kind of segments. Segments with weak competitive strength followed focus strategy and decline strategy.

Keywords: Marketing strategy, Competitive strength, Market Segmentation

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Authors: Suthawan Chirapanda

Abstract:

International trade involves both large and small firms engaged in business overseas. Possible drivers that force companies to enter international markets include increasing competition at the domestic market, maturing domestic markets, and limited domestic market opportunities. Technology is an important driving factor in shaping international marketing strategy as well as in driving force towards a more global marketplace, especially technology in communication. It includes telephones, the internet, computer systems and e-mail. There are three main marketing strategy choices, namely standardization approach, adaptation approach and middleof- the-road approach that companies implement to overseas markets. The decision depends on situations and factors facing the companies in the international markets. In this paper, the contingency concept is considered that no single strategy can be effective in all contexts. The effect of strategy on performance depends on specific situational variables. Strategic fit is employed to investigate export marketing strategy adaptation under certain environmental conditions, which in turn can lead to superior performance.

Keywords: Contingency approach, international marketing strategy, strategic fit, technological environment

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