Search results for: Product Design and Development

Authors: Satya Pilla

Abstract:

This study explores how the mechanics of learning paves the way to engineering innovation. Theories related to learning in the new product/service innovation are reviewed from an organizational perspective, behavioral perspective, and engineering perspective. From this, an engineering team-s external interactions for knowledge brokering and internal composition for skill balance are examined from a learning and innovation viewpoints. As a result, an integrated learning model is developed by reconciling the theoretical perspectives as well as developing propositions that emphasize the centrality of learning, and its drivers, in the engineering product/service development. The paper also provides a review and partial validation of the propositions using the results of a previously published field study in the aerospace industry.

Keywords: Engineering Services, Integrated Learning, NewProduct Development, Service Innovation

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Authors: Lisa M. Weltzer-Ward, Abbie Brown

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The sequence Analyze, Design, Develop, Implement, and Evaluate (ADDIE) provides a powerful methodology for designing computer-based educational materials. Helping students to understand this design process sequence may be achieved by providing them with direct, guided experience. This article examines such help and guidance and the overall learning process from a student-s personal experience.

Keywords: ADDIE, education, instructional design, web design.

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Authors: Luedech Girdwichai, Witthaya Mekhum

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This research intended to develop the model of community management for sustainable utilization by investigating on 2 groups of population, the family heads and the community management team. The population of the former group consisted of family heads from 511 families in 12 areas to complete the questionnaires which were returned at 479 sets. The latter group consisted of the community management team of 12 areas with 1 representative from each area to give the interview. The questionnaires for the family heads consisted of 2 main parts; general information such as occupations, etc. in the form of checklist. The second part dealt with the data on self reliance community development based on 4P Framework, i.e., People (human resource) development, Place (area) development, Product (economic and income source) development, and Plan (community plan) development in the form of rating scales. Data in the 1^st part were calculated to find frequency and percentage while those in the 2^nd part were analyzed to find arithmetic mean and SD. Data from the 2^nd group of population or the community management team were derived from focus group to find factors influencing successful management together with the in depth interview which were analyzed by descriptive statistics. The results showed that 479 family heads reported that the aspect on the implementation of community plan to self reliance community activities based on Sufficient Economy Philosophy and the 4P was at the average of 3.28 or moderate level. When considering in details, it was found that the 1^st aspect was on the area development with the mean of 3.71 or high level followed by human resource development with the mean of 3.44 or moderate level, then, economic and source of income development with the mean of 3.09 or moderate level. The last aspect was community plan development with the mean of 2.89. The results from the small group discussion revealed some factors and guidelines for successful community management as follows: 1) on the People (human resource) development aspect, there was a project to support and develop community leaders. 2) On the aspect of Place (area) development, there was a development on conservative tourism areas. 3) On the aspect of Product (economic and source of income) development, the community leaders promoted the setting of occupational group, saving group, and product processing group. 4) On the aspect of Plan (community plan) development, there was a prioritization through public hearing.

Keywords: Model of community management, sustainable utilization.

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Authors: J. Miranda, D. Chavarría-Barrientos, M. Ramírez-Cadena, M. E. Macías, P. Ponce, J. Noguez, R. Pérez-Rodríguez, P. K. Wright, A. Molina

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Higher education methods need to evolve because the new generations of students are learning in different ways. One way is by adopting emergent technologies, new learning methods and promoting the maker movement. As a result, Tecnologico de Monterrey is developing Open Innovation Laboratories as an immediate response to educational challenges of the world. This paper presents an Open Innovation Laboratory for Rapid Realization of Sensing, Smart and Sustainable Products (S³ Products). The Open Innovation Laboratory is composed of a set of specific resources where students and teachers use them to provide solutions to current problems of priority sectors through the development of a new generation of products. This new generation of products considers the concepts Sensing, Smart, and Sustainable. The Open Innovation Laboratory has been implemented in different courses in the context of New Product Development (NPD) and Integrated Manufacturing Systems (IMS) at Tecnologico de Monterrey. The implementation consists of adapting this Open Innovation Laboratory within the course’s syllabus in combination with the implementation of specific methodologies for product development, learning methods (Active Learning and Blended Learning using Massive Open Online Courses MOOCs) and rapid product realization platforms. Using the concepts proposed it is possible to demonstrate that students can propose innovative and sustainable products, and demonstrate how the learning process could be improved using technological resources applied in the higher educational sector. Finally, examples of innovative S³ products developed at Tecnologico de Monterrey are presented.

Keywords: Active learning, blended learning, maker movement, new product development, open innovation laboratory.

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Authors: Elke Mackensen

Abstract:

Systems Engineering plays a key role during industrial product development of complex technical systems. The need for systems engineers in industry is growing. But there is a gap between the industrial need and the academic education. Normally the academic education is focused on the domain specific design, implementation and testing of technical systems. Necessary systems engineering expertise like knowledge about requirements analysis, product cost estimation, management or social skills are poorly taught. Thus there is the need of new academic concepts for teaching systems engineering skills. This paper presents a project-orientated training concept to prepare students from different technical degree programs for systems engineering activities. The training concept has been initially implemented and applied in the industrial engineering master program of the University of Applied Sciences Offenburg.

Keywords: Educational systems engineering training, requirements analysis, system modelling, SysML.

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Authors: Åmo, B.W.

Abstract:

This paper contributes to the analysis of the design of regional development programs. This is a case study the birth, life, death and afterlife of a stately development program in Norway, supporting diffusion of innovations by promoting e-business in SMEs (small and medium sized enterprises).

The study shows that joint projects like regional development programs have to be designed such that the present value of the future benefits always exceeds the present value of the future effort for all stakeholders vital for the survival of the project. The study also indicate that a development program not always have one common goal which all the stakeholders agree upon. There are several stakeholders who may have different goals by playing a part in the realization of the program.

Even if some parties evaluate the results of a development program as a failure, other may have attained their goals. The lessons learned from this study may advise the designers of development programs involving many independent stakeholders. There is a lack of research examining failing development programs, investigating the reasons for it to be considered a failure. This paper shows why a development program was terminated and gives hint to how joint programs could be designed in order for the program to deliver the wanted results to all the key stakeholders.

Keywords: Regional development initiatives, development program, stakeholders, diffusion of innovations, goal fulfillment, design of development programs.

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Authors: Armando Calabrese, Guendalina Capece, Michele Corbò, Nathan Levialdi Ghiron, Matteo M. Marucchi

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People from different cultures favor web pages characterized by the values of their culture and, therefore, tend to prefer different characteristics of a website according to their cultural values in terms of navigation, security, product information, customer service, shopping and design tools. For a company aiming to globalize its market it is useful to implement country specific cultural interfaces and different web sites for countries with different cultures. This paper, following the conclusions proposed by two models of Hall and Hofstede, and the studies of Marcus and Gould, defines, through an empirical analysis, the guidelines of web design for both the Scandinavian countries and Malaysia.

Keywords: Cultural dimensions, cultural markers, Hofstede, web design, web marketing.

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Authors: Mahathir Sarjan, Ramos Radzly, Noor Baiti Jamaluddin, Mohd Hafiz Zakaria, Hisham Suhadi

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Creativity is marked by the ability or power, to produce through imaginative skill and create something anew. The University is one of the great places to improve the talent in imaginative skill. The purpose of this study was to identify a creativity of the student in presentation product development. Two hundred seventeen Technical and Vocational Education (TVE) students in Universiti Tun Hussein Onn had chosen as a respondent. This study is to survey the level of creativity which is focused on knowledge, skills, presentation style, and character of creative personnel. The level of creativity was measured based on the scale at low, medium and high followed by mean score level. The data collected by questionnaire, then analyzed using SPSS version 20.0.The result of the study indicated that the students showed a higher of creativity (mean score in Knowledge = 4.12 and Skills= 4.02). In conjunction with the findings, implications and recommendations were suggested forward like to ensconce the research and improve with a more creativity concept in presentation product of development for learning and teaching process.

Keywords: Creativity, technical, vocational education, presentation products and development for learning and teaching process.

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Authors: M. Sarrab, M. Elbasir

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The use of information technology in education have changed not only the learners learning style but also the way they taught, where nowadays learners are connected with diversity of information sources with means of knowledge available everywhere. The advantage of network wireless technologies and mobility technologies used in the education and learning processes lead to mobile learning as a new model of learning technology. Currently, most of mobile learning applications are developed for the formal education and learning environment. Despite the long history and large amount of research on mobile learning and instruction design model still there is a need of well-defined process in designing mobile learning applications. Based on this situation, this paper emphasizes on identifying instruction design phase’s considerations and influencing factors in developing mobile learning application. This set of instruction design steps includes analysis, design, development, implementation, evaluation and continuous has been built from a literature study, with focus on standards for learning, mobile application software quality and guidelines. The effort is part of an Omani-funded research project investigating the development, adoption and dissemination of mobile learning in Oman.

Keywords: Instruction design, mobile learning, mobile application.

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Authors: Mogeeb A. El-Sheikh

Abstract:

The study has developed the previous design of an artificial anthropomorphic humanoid hand and accustomed it as a prosthetic hand. The main specifications of this design are determined. The development of our previous design involves the main artificial hand’s parts and subassemblies, palm, fingers, and thumb. In addition, the study presents an adaptable socket design for a transradial amputee. This hand has 3 fingers and thumb. It is more reliable, cosmetics, modularity, and ease of assembly. Its size and weight are almost as a natural hand. The socket cavity has the capability for different sizes of a transradial amputee. The study implements the developed design by using rapid prototype and specifies its main specifications by using a data glove and finite element method.

Keywords: Adaptable socket, prosthetic hand, transradial amputee.

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Authors: S. S. Dol

Abstract:

Improvement in vehicle efficiency can reduce global fossil fuels consumptions. For that sole reason, Shell Global Corporation introduces Shell Eco-marathon where student teams require to design, build and test energy-efficient vehicles. Hence, this paper will focus on design processes and the development of a fuel economic vehicle which satisfying the requirements of the competition. In this project, three components are designed and analyzed, which are the body, chassis and powertrain of the vehicle. Optimum design for each component is produced through simulation analysis and theoretical calculation in which improvement is made as the project progresses.

Keywords: Energy efficient vehicle, drag force, chassis, powertrain.

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Authors: M. Goerke, J. Gehrmann

Abstract:

Caused by shorter product life cycles and higher product variety the importance of production ramp ups is increasing. Even though companies are aware of that fact, up to 40% of the ramp up projects still miss technical and economical requirements. The success of a ramp up depends on the planning of human factors, organizational aspects and technological solutions. Since only partly considered in scientific literature, this paper lays its focus on the human factor during production ramp up. There are only incoherent methods which address the problems in this area. A systematic and holistic method to improve the capabilities of the employees during ramp up is missing. The Harada Method is a relatively young approach for developing highly-skilled workers. It consists of different worksheets which help employees to set guidelines and reach overall objectives. This approach is going to be transferred into a tool for ramp up management.

Keywords: Employee Development, Harada, Production Ramp Up.

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Authors: Rajashekar Patil, S. Mohan Kumar, Shreya Ajmera

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To understand complex living system an effort has made by mechanical engineers and dentists to deliver prompt products and services to patients concerned about their aesthetic look. Since two decades various bracket systems have designed involving techniques like milling, injection molding which are technically not flexible for the customized dental product development. The aim of this paper to design, develop a customized system which is economical and mainly emphasizes the expertise design and integration of engineering and dental fields. A custom made selfadjustable lingual bracket and customized implants are designed and developed using computer aided design (CAD) and rapid prototyping technology (RPT) to improve the smiles and to overcome the difficulties associated with conventional ones. Lengthy orthodontic treatment usually not accepted by the patients because the patient compliance is lost. Patient-s compliance can be improved by facilitating faster tooth movements by designing a localized dental vibrator using advanced engineering principles.

Keywords: Orthodontics, Prosthodontics, Lingual bracket, Implants, Dental vibrator, Computer aided design, Rapid prototyping technology.

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Authors: F. Isada, Y. Isada

Abstract:

The aim of this research is to clarify the difference by industry segment or product characteristics as regards organisation management for an open innovation to raise R&D performance. In particular, the trait of the pharmaceutical industry is defined in comparison with IT component industry segment. In considering open innovation, both inter-organisational relation and the management in an organisation are important issues. As methodology, a questionnaire was conducted. In conclusion, suitable organisation management according to the difference in industry segment or product characteristics became clear.

Keywords: Empirical study, industry segment, open innovation, product-development organisation pattern.

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Authors: Atul Dev, Pankaj Jha

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Dr. Genichi Taguchi looked at quality in a broader term and gave an excellent definition of quality in terms of loss to society. However the scope of this definition is limited to the losses imparted by a poor quality product to the customer only and are considered during the useful life of the product and further in a certain situation this loss can even be zero. In this paper, it has been proposed that the scope of quality of a product shall be further enhanced by considering the losses imparted by a poor quality product to society at large, due to associated environmental and safety related factors, over the complete life cycle of the product. Moreover, though these losses can be further minimized with the use of techno-safety interventions, the net losses to society however can never be made zero. This paper proposes an entirely new approach towards defining product quality and is based on Taguchi’s definition of quality.

Keywords: Existing concept, goal post philosophy, life cycle, proposed concept, quality loss function.

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Authors: Shian Wan, Yi-Chang Wang, Yu-Chien Lin

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This research discussed the various theories of service design, the importance of service design methodology, and the development of transformative service design framework. In this study, transformative service design is applied while building a new brand community service for women, children and infants retailing business. The goal is to enhance the brand recognition and customer loyalty, effectively increase the brand community engagement by embedding the brand community in social network and ultimately, strengthen the impact and the value of the company brand.

Keywords: Service design, transformative service design, brand community.

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Authors: A. Fakhfakh, N. Ksentini, M. Loulou, N. Masmoudi, J. J. Charlot

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Today, design requirements are extending more and more from electronic (analogue and digital) to multidiscipline design. These current needs imply implementation of methodologies to make the CAD product reliable in order to improve time to market, study costs, reusability and reliability of the design process. This paper proposes a high level design approach applied for the characterization and the optimization of Switched-Current Sigma- Delta Modulators. It uses the new hardware description language VHDL-AMS to help the designers to optimize the characteristics of the modulator at a high level with a considerably reduced CPU time before passing to a transistor level characterization.

Keywords: high level design, optimization, switched-Current Sigma-Delta Modulators, VHDL-AMS.

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Authors: Tanzeel bin Abdul Rauf Patker, Saba Mateen

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This research investigates the impact of Brand Loyalty on the product performance and the factors those are considered more important in brand reputation. Variables selected for this research are Brand quality, Brand Equity, Brand Reputation to explore the impact of these variables on Product performance. For this purpose, primary research has been conducted. The questionnaire survey for this research study was administered among the population mainly at the shopping malls. For this research study, a sample size of 250 respondents has been taken into consideration. Customers from the shopping malls and university students constitute the sample for this research study using random sampling (non-probabilistic) used as a sampling technique for conducting the research survey. According to the results obtained from the collected data, it is interpreted that product performance shares a direct relationship with brand quality, brand quality, and brand reputation. Result also showed that brand quality and brand equity has a significant effect on product performance, whereas brand reputation has an insignificant effect on product performance.

Keywords: Product performance, brand quality, brand equity and brand reputation.

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Authors: Noppadon Sangwalpetch

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The objective of this research is to use Rhizophora wood to design a walking stick for elderly. The research was conducted by studying the behavior and the type of walking sticks used by 70 elderly aged between 60-80 years in Pragnamdaeng Sub-District, Samudsongkram Province. Questionnaires were used to collect data which were calculated to find percentage, mean, and standard deviation. The results are as follows: 1) most elderly use walking sticks due to the Osteoarthritis of the knees. 2) Most elderly need to use walking sticks because the walking sticks help to balance their positioning and prevent from stumble. 3) Most elderly agree that Rhizophora wood is suitable to make a walking stick because of its strength and toughness. 4) The design of the walking stick should be fine and practical with comfortable handle and the tip of the stick must not be slippery.

Keywords: Elderly, Product design, Rhizophora wood, Walking Stick.

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Authors: Azeem Ahmad, Magnus Goransson, Aamir Shahzad

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The selection of appropriate requirements for product releases can make a big difference in a product success. The selection of requirements is done by different requirements prioritization techniques. These techniques are based on pre-defined and systematic steps to calculate the requirements relative weight. Prioritization is complicated by new development settings, shifting from traditional co-located development to geographically distributed development. Stakeholders, connected to a project, are distributed all over the world. These geographically distributions of stakeholders make it hard to prioritize requirements as each stakeholder have their own perception and expectations of the requirements in a software project. This paper discusses limitations of the Analytical Hierarchy Process with respect to geographically distributed stakeholders- (GDS) prioritization of requirements. This paper also provides a solution, in the form of a modified AHP, in order to prioritize requirements for GDS. We will conduct two experiments in this paper and will analyze the results in order to discuss AHP limitations with respect to GDS. The modified AHP variant is also validated in this paper.

Keywords: Requirements Prioritization, GeographicallyDistributed Stakeholders, AHP, Modified AHP.

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Authors: Fei Ping Por, Soon Fook Fong

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The proposed Multimedia Pronunciation Learning Management System (MPLMS) in this study is a technology with profound potential for inducing improvement in pronunciation learning. The MPLMS optimizes the digitised phonetic symbols with the integration of text, sound and mouth movement video. The components are designed and developed in an online management system which turns the web to a dynamic user-centric collection of consistent and timely information for quality sustainable learning. The aim of this study is to design and develop the MPLMS which serves as an innovative tool to improve English pronunciation. This paper discusses the iterative methodology and the three-phase Alessi and Trollip model in the development of MPLMS. To align with the flexibility of the development of educational software, the iterative approach comprises plan, design, develop, evaluate and implement is followed. To ensure the instructional appropriateness of MPLMS, the instructional system design (ISD) model of Alessi and Trollip serves as a platform to guide the important instructional factors and process. It is expected that the results of future empirical research will support the efficacy of MPLMS and its place as the premier pronunciation learning system.

Keywords: Design, development, multimedia, pronunciation, learning management system

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Authors: Chinwendu R. Nnabalu, Gioia Falcone, Imma Bortone

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Petroleum refining is a chemical process in which the raw material (crude oil) is converted to finished commercial products for end users. The fluid catalytic cracking (FCC) unit is a key asset in refineries, requiring optimised processes in the context of engineering design. Following the first stage of separation of crude oil in a distillation tower, an additional 40 per cent quantity is attainable in the gasoline pool with further conversion of the downgraded product of crude oil (residue from the distillation tower) using a catalyst in the FCC process. Effective removal of sulphur oxides, nitrogen oxides, carbon and heavy metals from FCC gasoline requires greater separation efficiency and involves an enormous environmental significance. The FCC unit is primarily a reactor and regeneration system which employs cyclone systems for separation.  Catalyst losses in FCC cyclones lead to high particulate matter emission on the regenerator side and fines carryover into the product on the reactor side. This paper aims at demonstrating the importance of FCC unit design criteria in terms of technical performance and compliance with environmental legislation. A systematic review of state-of-the-art FCC technology was carried out, identifying its key technical challenges and sources of emissions.  Case studies of petroleum refineries in Nigeria were assessed against selected global case studies. The review highlights the need for further modelling investigations to help improve FCC design to more effectively meet product specification requirements while complying with stricter environmental legislation.

Keywords: Design, emissions, fluid catalytic cracking, petroleum refineries.

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Authors: Gaoyuan Wang, Tian Chen, Junnan Liu

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Facing a period of major change that is rarely seen in a century, China formulates the 14th Five-Year Plan and places emphasis on promoting high-quality development. In this context, the overall urban design has become a crucial and systematic tool for high-quality urban development. However, there are bottlenecks in the cognition of nature, content scope and transmission mechanisms of the current overall urban design in China. The paper interprets the emerging demands of the 14th Five-Year Plan on urban design in terms of new value-quality priority, new dynamic-space performance, new target-region coordination and new path-refined governance. Based on the new trend and appeal, the multi-dimensional thinking integrated with the major tasks of urban design are proposed accordingly, which is the biomass thinking in ecological, production and living element, the strategic thinking in spatial structure, the systematic thinking in the cityscape, the low-carbon thinking in urban form, the governance thinking in public space, the user thinking in design implementation. The paper explores the possibility of transforming the value thinking and technical system of urban design in China and provides a breakthrough path for the urban planning and design industry to better respond to the propositions of the country’s 14th Five-Year Plan.

Keywords: China’s 14th five-year plan, overall urban design, urban design thinking, transformation of urban design.

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Authors: Shashank Gautam, Pramod Sharma

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In present era, development of digital circuits, signal processors and other integrated circuits, magnitude comparators are challenged by large area and more power consumption. Comparator is most basic circuit that performs comparison. This paper presents a technique to design a two bit comparator which consumes less area and power. DSCH and MICROWIND version 3 are used to design the schematic and design the layout of the schematic, observe the performance parameters at different nanometer technologies respectively.

Keywords: Chip design, consumed power, layout area, two bit comparator.

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Authors: A. Ukaew, C. Chauypen

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Design concepts of real-time embedded system can be realized initially by introducing novel design approaches. In this literature, model based design approach and in-the-loop testing were employed early in the conceptual and preliminary phase to formulate design requirements and perform quick real-time verification. The design and analysis methodology includes simulation analysis, model based testing, and in-the-loop testing. The design of conceptual driveby- wire, or DBW, algorithm for electronic control unit, or ECU, was presented to demonstrate the conceptual design process, analysis, and functionality evaluation. The concepts of DBW ECU function can be implemented in the vehicle system to improve electric vehicle, or EV, conversion drivability. However, within a new development process, conceptual ECU functions and parameters are needed to be evaluated. As a result, the testing system was employed to support conceptual DBW ECU functions evaluation. For the current setup, the system components were consisted of actual DBW ECU hardware, electric vehicle models, and control area network or CAN protocol. The vehicle models and CAN bus interface were both implemented as real-time applications where ECU and CAN protocol functionality were verified according to the design requirements. The proposed system could potentially benefit in performing rapid real-time analysis of design parameters for conceptual system or software algorithm development.

Keywords: Drive-by-wire ECU, in-the-loop testing, modelbased design, real-time embedded system.

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Authors: Eakong Atiptamvaree, Twittie Senivongse

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Process-oriented software development is a new software development paradigm in which software design is modeled by a business process which is in turn translated into a process execution language for execution. The building blocks of this paradigm are software units that are composed together to work according to the flow of the business process. This new paradigm still exhibits the characteristic of the applications built with the traditional software component technology. This paper discusses an approach to apply a traditional technique for software component fabrication to the design of process-oriented software units, called process components. These process components result from decomposing a business process of a particular application domain into subprocesses, and these process components can be reused to design the business processes of other application domains. The decomposition considers five managerial goals, namely cost effectiveness, ease of assembly, customization, reusability, and maintainability. The paper presents how to design or decompose process components from a business process model and measure some technical features of the design that would affect the managerial goals. A comparison between the measurement values from different designs can tell which process component design is more appropriate for the managerial goals that have been set. The proposed approach can be applied in Web Services environment which accommodates process-oriented software development.

Keywords: Business Process Model, Managerial Goals, ProcessComponent.

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Authors: Kawinphat Lertpongmanee

Abstract:

The development of One Tambon One Product (OTOP) became the policy of the government in 1997 after the former Prime Minister had been in power. The strategy of sections is currently set for the policy. OTOP has become the part of the way of community lives around the country. OTOP may be developed under changing into ASEAN economic community in 2015 because of the flow of capitals, productions, and many workers in the region. All sectors are improved for the change. The purposes of study were to study the strength and weakness of the OTOP-creating process via its policy and to lead to the strategy to be able to apply before changing. The methodology is qualitative to study its policy including document and to interview experienced persons. The findings showed that the effort of improvement of all sectors obviously involves with OTOP development. Particularly, the strategic administration of OTOP is in every level of the state, central sector, region, and community.

Keywords: ASEAN Economic Community – AEC, One Tambon One Product – OTOP.

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Authors: Mohammad Rostami Mehr, Seyed Arya Mir Rashed, Arndt Lueder, Magdalena Mißler-Behr

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This paper represents the conception that complex problems do not necessary need similar complex solutions in order to cope with the complexity. Furthermore, a simple solution based on established methods can provide a sufficient way dealing with the complexity. To verify this conception, the presented paper focuses on the field of change management as a part of new product development process in automotive sector. In the field of complexity management, dealing with increasing complexity is essential, while, only non-flexible rigid processes that are not designed to handle complexity are available. The basic methodology of this paper can be divided in four main sections: 1) analyzing the complexity of the change management, 2) literature review in order to identify potential solutions and methods, 3) capturing and implementing expertise of experts from change management filed of an automobile manufacturing company and 4) systematical comparison of the identified methods from literature and connecting these with defined requirements of the complexity of the change management in order to develop a solution. As a practical outcome, this paper provides a method to capture the complexity of engineering changes (EC) and includes it within the EC evaluation process, following case-related process guidance to cope with the complexity. Furthermore, this approach supports the conception that dealing with complexity is possible while utilizing rather simple and established methods by combining them in to a powerful tool.

Keywords: complexity management, new product development, engineering change management, flexibility

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Authors: Jin-Tsann Yeh, Chyong-Ling Lin

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Healthcare providers sometimes use the power of humor as a treatment and therapy for buffering mental health or easing mental disorders because humor can provide relief from distress and conflict. Humor is also very suitable for advertising because of similar benefits. This study carefully examines humor's widespread use in advertising and identifies relationships among humor mechanisms, female depictions, and product types. The purpose is to conceptualize how humor theories can be used not only to successfully define a product as fitting within one of four color categories of the product color matrix, but also to identify compelling contemporary female depictions through humor in ads. The results can offer an idealization for marketing managers and consumers to help them understand how female role depictions can be effectively used with humor in ads. The four propositions developed herein are derived from related literature, through the identification of marketing strategy formulations that achieve product memory enhancement by adopting humor mechanisms properly matched with female role depictions.

Keywords: Humor mechanisms, Female role depiction, Product types.

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Authors: Ezeni Brzovska, Durdana Ozretic-Dosen

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The purpose of this paper is to deepen the understanding of the product cues that influence purchase decision for a specific product category – chocolate, and to identify demographic differences in the buying behavior. ANOVA was employed for analyzing the significance level for nine product cues, and the survey showed statistically significant differences among different age and gender groups, and between respondents with different levels of education. From the theoretical perspective, the study adds to the existing knowledge by contributing with the research results from the new environment (Southeast Europe, Macedonia), which has been neglected so far. Establishing the level of significance for the product cues that affect buying behavior in the chocolate consumption context might help managers to improve marketing decision-making, and better meet consumer needs through identifying opportunities for packaging innovations and/or personalization toward different target groups.

Keywords: Chocolate consumption context, chocolate selection, demographic characteristics, product cues.

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