Search results for: emerging parties

Authors: Kai-Ying A. Chan, Leon A.G. Oerlemans, Marthinus W. Pretorius

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Science parks are often established to drive regional economic growth, especially in countries with emerging economies. However, mixed findings regarding the performances of science park firms are found in the literature. This study tries to explain these mixed findings by taking a relational approach and exploring (un)intended knowledge transfers between new technology-based firms (NTBFs) in the emerging South African economy. Moreover, the innovation outcomes of these NTBFs are examined by using a multi-dimensional construct. Results show that science park location plays a significant role in explaining innovative sales, but is insignificant when a different indicator of innovation outcomes is used. Furthermore, only for innovations that are new to the firms, both science park location and intended knowledge transfer via informal business relationships have a positive impact; whereas social relationships have a negative impact.

Keywords: knowledge flows, innovative performances, science parks, new technology-based firms

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Authors: Chitra Rajagopal, Indra Deo Kumar, Ruchi Joshi, Binoy Bhargavan

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Role of fighter planes in modern network centric military warfare scenarios has changed significantly in the recent past. New generation fighter planes have multirole capability of engaging both air and ground targets with high precision. Multirole aircraft undertakes missions such as Air to Air combat, Air defense, Air to Surface role (including Air interdiction, Close air support, Maritime attack, Suppression and Destruction of enemy air defense), Reconnaissance, Electronic warfare missions, etc. Designers have primarily focused on development of technologies to enhance the combat performance of the fighter planes and very little attention is given to human factor aspects of technologies. Unique physical and psychological challenges are imposed on the pilots to meet operational requirements during these missions. Newly evolved technologies have enhanced aircraft performance in terms of its speed, firepower, stealth, electronic warfare, situational awareness, and vulnerability reduction capabilities. This paper highlights the impact of emerging technologies on human factors for various military operations and missions. Technologies such as ‘cooperative knowledge-based systems’ to aid pilot’s decision making in military conflict scenarios as well as simulation technologies to enhance human performance is also studied as a part of research work. Current and emerging pilot protection technologies and systems which form part of the integrated life support systems in new generation fighter planes is discussed. System safety analysis application to quantify the human reliability in military operations is also studied.

Keywords: Combat effectiveness, emerging technologies, human factors, systems safety analysis.

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Authors: Martin Lnenicka

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Governments collect and produce large amounts of data. Increasingly, governments worldwide have started to implement open data initiatives and also launch open data portals to enable the release of these data in open and reusable formats. Therefore, a large number of open data repositories, catalogues and portals have been emerging in the world. The greater availability of interoperable and linkable open government data catalyzes secondary use of such data, so they can be used for building useful applications which leverage their value, allow insight, provide access to government services, and support transparency. The efficient development of successful open data portals makes it necessary to evaluate them systematic, in order to understand them better and assess the various types of value they generate, and identify the required improvements for increasing this value. Thus, the attention of this paper is directed particularly to the field of open data portals. The main aim of this paper is to compare the selected open data portals on the national level using content analysis and propose a new evaluation framework, which further improves the quality of these portals. It also establishes a set of considerations for involving businesses and citizens to create eservices and applications that leverage on the datasets available from these portals.

Keywords: Big data, content analysis, criteria comparison, data quality, open data, open data portals, public sector.

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Authors: R. Aparna, B. B. Amberker

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Providing authentication for the messages exchanged between group members in addition to confidentiality is an important issue in Secure Group communication. We develop a protocol for Secure Authentic Communication where we address authentication for the group communication scheme proposed by Blundo et al. which only provides confidentiality. Authentication scheme used is a multiparty authentication scheme which allows all the users in the system to send and receive messages simultaneously. Our scheme is secure against colluding malicious parties numbering fewer than k.

Keywords: Secure Group Communication, Secret key, Authentication, Authentication code, Threshold.

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Authors: Norjihan Abdul Ghani, Zailani Mohd Sidek

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Nowadays, organizations and business has several motivating factors to protect an individual-s privacy. Confidentiality refers to type of sharing information to third parties. This is always referring to private information, especially for personal information that usually needs to keep as a private. Because of the important of privacy concerns today, we need to design a database system that suits with privacy. Agrawal et. al. has introduced Hippocratic Database also we refer here as a privacy-aware database. This paper will explain how HD can be a future trend for web-based application to enhance their privacy level of trustworthiness among internet users.

Keywords: Hippocratic database, privacy, privacy-aware.

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Authors: Abdolhamid Fetanat, Mehdi Naghian Feshaareki

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In open settings, the participants in virtual organization are autonomous and there is no central authority to ensure the felicity of their interactions. When agents interact in such settings, each relies upon being able to model the trustworthiness of the agents with whom it interacts. Fundamentally, such models must consider the past behavior of the other parties in order to predict their future behavior. Further, it is sensible for the agents to share information via referrals to trustworthy agents. In this article, trust is a bet on the future contingent actions of others" and enumerates six major factors supporting it: (1) reputation, (2) performance, (3) appearance, (4) accountability, (5) precommitment, and (6) contextual facilitation.

Keywords: Trustworthy, trust, virtual organization.

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Authors: Simisola I. Akintoye, Sunday K. Iyaniwura

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Recent global corporate failures have called for increase in the need to regulate corporate governance across the world. In Nigeria, the impact of corporate governance regulation in the banking sector has reached epidemic levels contributing to the country’s economic depression. This study critically evaluates Nigeria’s corporate governance regime and explores how weak regulation has impacted on the banking sector. By adopting a socio legal methodology, the study analyses both theoretical and empirical works from a socio-scientific point of view to examine the role of Nigeria’s legal, cultural and social arrangements in corporate governance regulation. The study reveals that Nigeria’s institutional arrangement has contributed to its weak system of corporate governance regulation with adverse effects on the banking sector. The research mainly impacts on current global corporate governance literature in sub-Saharan Africa by contributing to knowledge of the peculiarities of corporate governance regulation in different institutional jurisdictions. The particular focus on emerging economies such as Nigeria expands on the need for countries to develop a bespoke system of corporate governance regulation that takes into consideration the peculiarities of individual countries devoid of external influence.

Keywords: Banks, corporate governance, emerging economies, Nigeria.

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Authors: Bashaiar Alsanaa

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Never has a revolution affected all aspects of humanity as the communication revolution during the past two decades. This revolution, with all its advances and utilities, swept the world thus becoming an integral part of our lives, hence giving way to emerging applications at the social, economic, political, and educational levels. More specifically, such applications have changed the delivery system through which learning is acquired by students. Interaction with educators, accessibility to content, and creative delivery options are but a few facets of the new learning experience now being offered through the use of technology in the educational field. With different success rates, third world countries have tried to pace themselves with use of educational technology in advanced parts of the world. One such country is the small rich-oil state of Kuwait which has tried to adopt the e-educational model, however, an evaluation of such trial is yet to be done. This study aimed to fill the void of research conducted around that topic. The study explored students' acceptance of incorporating communication technologies in higher education in Kuwait. Students' responses to survey questions presented an overview of the e-learning experience in this country, and drew a framework through which implications and suggestions for future research were discussed to better serve the advancement of e-education in developing countries.

Keywords: Communication technologies, E-learning, Kuwait, Social media

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Authors: Jorge Barros Mendes

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The Portuguese Constitution, in article 22, instituted the general principle of tort liability of the State and other public law entities. Consequently, ordinary legislation established the tort liability of the State into the Portuguese Legal Order, by means of Decree-Law 48051, of 1967. This decree, which was criticised extensively, was amended by virtue of Law 67/2007, of 31st December, establishing the regime for tort liability arising from losses caused by third parties, due to the acts of public management in relation to all the functions of the State, i.e. i) administrative, ii) legislative, and iii) jurisdictional.

Keywords: Portuguese courts, tort liability of the state.

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Authors: Alena Dadova, Katarina Holla, Anna Cidlinova, Linda Makovicka Osvaldova, Jiri Vala, Samuel Kockar

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Occupational health and safety (OHS) is an area in which procedures and applications are constantly evolving and changing through legislation and new directives and guidelines. In this way, the relevant organizations strive to ensure continuous progress and the advantage of up-to-date information to ensure safety and prevent occupational accidents. Three ESENER surveys have been carried out in the European Union, led by the Agency for Safety and Health at Work (EU-OSHA). On the basis of surveys, it was determined how European workplaces manage risks and how they manage the field of safety and health protection at work. Thousands of companies and organizations in the European Union were involved in the surveys. Organizations and businesses were presented with a questionnaire that focused on the following topics: the impact of general risks on the field of OSH and the possibility of their management, psychosocial risks and other factors such as stress, harassment and bullying, and employee participation in OSH procedures. The article is dedicated to the fundamental conclusions from these surveys and their subsequent connection with the strategic intent of the Strategic Framework of European Union for the years 2021-2027. In the conclusion, emerging risks are identified and the EU will soon have to deal with them.

Keywords: ESENER, emerging risks, strategic framework in OSH, EU.

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Authors: Benazeer Md. Shahzada, Verelst Jan, Van Grembergen Wim, Mannaert Herwig

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This article is an extension and a practical application approach of Wheeler-s NEBIC theory (Net Enabled Business Innovation Cycle). NEBIC theory is a new approach in IS research and can be used for dynamic environment related to new technology. Firms can follow the market changes rapidly with support of the IT resources. Flexible firms adapt their market strategies, and respond more quickly to customers changing behaviors. When every leading firm in an industry has access to the same IT resources, the way that these IT resources are managed will determine the competitive advantages or disadvantages of firm. From Dynamic Capabilities Perspective and from newly introduced NEBIC theory by Wheeler, we know that only IT resources cannot deliver customer value but good configuration of those resources can guarantee customer value by choosing the right emerging technology, grasping the economic opportunities through business innovation and growth. We found evidences in literature that SOA (Service Oriented Architecture) is a promising emerging technology which can deliver the desired economic opportunity through modularity, flexibility and loosecoupling. SOA can also help firms to connect in network which can open a new window of opportunity to collaborate in innovation and right kind of outsourcing

Keywords: Absorptive capacity, Dynamic Capability, Netenabled business innovation cycle, Service oriented architecture.

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Authors: Donna R. Tabangin, Jacqueline C. Flores, Nelson F. Emperador

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Information is power. Geographical information is an emerging science that is advancing the development of knowledge to further help in the understanding of the relationship of “place" with other disciplines such as crime. The researchers used crime data for the years 2004 to 2007 from the Baguio City Police Office to determine the incidence and actual locations of crime hotspots. Combined qualitative and quantitative research methodology was employed through extensive fieldwork and observation, geographic visualization with Geographic Information Systems (GIS) and Global Positioning Systems (GPS), and data mining. The paper discusses emerging geographic visualization and data mining tools and methodologies that can be used to generate baseline data for environmental initiatives such as urban renewal and rejuvenation. The study was able to demonstrate that crime hotspots can be computed and were seen to be occurring to some select places in the Central Business District (CBD) of Baguio City. It was observed that some characteristics of the hotspot places- physical design and milieu may play an important role in creating opportunities for crime. A list of these environmental attributes was generated. This derived information may be used to guide the design or redesign of the urban environment of the City to be able to reduce crime and at the same time improve it physically.

Keywords: Crime mapping, data mining, environmental design, geographic visualization, GIS.

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Authors: Saeid Rabiei Majd, Motahareh Alvandi, Mehrad Rabiei

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The rapid economic and technological development of any country depends on access to cheap sources of energy. Competition for access to petroleum resources is always accompanied by numerous environmental risks. These factors have caused more attention to environmental issues and sustainable development in petroleum contracts and activities. Nowadays, a sign of developed countries is adhering to the principles and rules of international environmental law and sustainable development of commercial contracts. China has entered into play through the massive project plan, One Belt, One Road. China is becoming a new emerging power in the world. China's bilateral investment treaties have an impact on environmental rights and sustainable development through regional and international foreign direct investment. The aim of this research is to examine China's key position to promote and improve environmental principles and international law and sustainable development in the energy sector in the world through the initiative, One Belt, One Road. Based on this hypothesis, it seems that in the near future, China's investment bilateral investment treaties will become popular investment model used in global trade, especially in the field of energy and sustainable development. They will replace the European and American models. The research method is including literature review, analytical and descriptive methods.

Keywords: Principles of sustainable development, oil and gas law, Chinas BITs, one belt one road, environmental rights.

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Authors: Tero Huhtala, Minna Pikkarainen, Saila Saraniemi

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Information technology has long been used as an enabler of exchange for goods and services. Services are evolving from generic to personalized, and the reverse use of customer data has been discussed in both academia and industry for the past few years. This article presents the results of an empirical case study in the area of preventive health care services. The primary data were gathered in workshops, in which future personal data-based services were conceptualized by analyzing future scenarios from a business perspective. The aim of this study is to understand business model transformation in emerging personal data ecosystems. The work was done as a case study in the context of occupational healthcare. The results have implications to theory and practice, indicating that adopting personal data management principles requires transformation of the business model, which, if successfully managed, may provide access to more resources, potential to offer better value, and additional customer channels. These advantages correlate with the broadening of the business ecosystem. Expanding the scope of this study to include more actors would improve the validity of the research. The results draw from existing literature and are based on findings from a case study and the economic properties of the healthcare industry in Finland.

Keywords: Ecosystem, business model, personal data, preventive healthcare.

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Authors: Solehah Yaacob

Abstract:

The study focuses on revisiting the effectiveness of Critical Thinking in human mind capability as a major faculty in human life. The tool used as a measurement of this knowledge ability consists of several processes including experience and education background. To emphasize the `Overview` concept, the researcher highlights two major aspects of philosophical approach, they are; Divine Revelation Concept and Modern Scientific Theory. The research compares between the both parties to introduce the Divine Revelation into Modern Scientific theory. An analytical and critical study of the both concepts become the methodology of the discussion.

Keywords: Critical thinking, knowledge, intellectual, language.

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Authors: L. C. Moreira, M. Kauffman

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This paper outlines the results of an experimental research on deploying an emerging augmented reality (AR) system for real-time task assistance (or work instructions) of highly customised and high-risk manual operations. The focus is on human operators’ training effectiveness and performance and the aim is to test if such technologies can support enhancing the knowledge retention levels and accuracy of task execution to improve health and safety (H&S). An AR enhanced assembly method is proposed and experimentally tested using a real industrial process as case study for electric vehicles’ (EV) battery module assembly. The experimental results revealed that the proposed method improved the training practices and performance through increases in the knowledge retention levels from 40% to 84%, and accuracy of task execution from 20% to 71%, when compared to the traditional paper-based method. The results of this research validate and demonstrate how emerging technologies are advancing the choice for manual, hybrid or fully automated processes by promoting the XR-assisted processes, and the connected worker (a vision for Industry 4 and 5.0), and supporting manufacturing become more resilient in times of constant market changes.

Keywords: Augmented reality, extended reality, connected worker, XR-assisted operator, manual assembly 4.0, industry 5.0, smart training, battery assembly.

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Authors: Cheng-Chi Lee, Min-Shiang Hwang, Shu-Yin Hsiao

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Network exchange is now widely used. However, it still cannot avoid the problems evolving from network exchange. For example. A buyer may not receive the order even if he/she makes the payment. For another example, the seller possibly get nothing even when the merchandise is sent. Some studies about the fair exchange have proposed protocols for the design of efficiency and exploited the signature property to specify that two parties agree on the exchange. The information about purchased item and price are disclosed in this way. This paper proposes a new fair network payment protocol with off-line trusted third party. The proposed protocol can protect the buyers- purchase message from being traced. In addition, the proposed protocol can meet the proposed requirements. The most significant feature is Non-transfer property we achieved.

Keywords: E-commerce, digital signature, fair exchange, security.

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Authors: Zhanar Aldubasheva, Elnura Assyltayeva, Mukhtar Senggirbay, Gаzizа Aldubаshovа

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Numerous facts evidence the increasing religiosity of the population and the intensification of religious movements in various countries in the last decade of the 20th century. The number of international religious institutions and foundations; religious movements; parties and sects operating worldwide is increasing as well. Some ethnic and inter-state conflicts are obviously of a religious origin. All of this make a number of analysts to conclude that the religious factor is becoming an important part of international life, including the formation and activities of terrorist organizations. Most of all is said and written about Islam, the second, after Christianity, world religions professed according to various estimates by 1.5 bln. individuals in 127 countries.

Keywords: USA, Central Asia, Religion, Politics, Ideology Terrorism, Regional Security

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Authors: F. Javier Benitez, Francisco J. Real, Juan Luis Acero, Francisco Casas

Abstract:

Three emerging contaminants (amitriptyline hydrochloride, methyl salicylate and 2-phenoxyethanol) frequently found in waste-waters were selected to be individually degraded in ultra-pure water by the combined advanced oxidation process constituted by UV radiation and chlorine. The influence of pH, initial chlorine concentration and nature of the contaminants was firstly explored. The trend for the reactivity of the selected compounds was deduced: amitriptyline hydrochloride > methyl salicylate > 2-phenoxyethanol. A later kinetic study was carried out and focused on the specific evaluation of the first-order rate constants and the determination of the partial contribution to the global reaction of the direct photochemical pathway and the radical pathway. A comparison between the rate constant values among photochemical experiments without and with the presence of Cl₂ reveals a clear increase in the oxidation efficiency of the combined process with respect to the photochemical reaction alone. In a second stage, the simultaneous oxidation of mixtures of the selected contaminants in several types of water (ultrapure water, surface water from a reservoir, and two secondary effluents) was also performed by the same combination UV/Cl₂ under more realistic operating conditions. The efficiency of this combined system UV/Cl₂ was compared to other oxidants such as the UV/S₂O₈^2- and UV/H₂O₂ AOPs. Results confirmed that the UV/Cl₂ system provides higher elimination efficiencies among the AOPs tested.

Keywords: Emerging contaminants, amitriptyline, methyl salicylate, 2-phenoxyethanol, chlorination, photolysis, rate constants, UV/chlorine advanced oxidation process.

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Authors: M. Safaei, M. Seifert, K. D. Thoben

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Supply network management adopts a systematic and integrative approach to managing the operations and relationships of various parties in a supply network. The objective of the manufactures in their supply network is to reduce inventory costs and increase customer satisfaction levels. One way of doing that is to synchronize delivery performance. A supply network can be described by nodes representing the companies and the links (relationships) between these nodes. Uncertainty in delivery time depends on type of network relationship between suppliers. The problem is to understand how the individual uncertainties influence the total uncertainty of the network and identify those parts of the network, which has the highest potential for improving the total delivery time uncertainty.

Keywords: Delivery time uncertainty, Distribution function, Statistical method, Supply Network.

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Authors: Hanadi Mubarak AL-Mubaraki, Aruna, M., Michael Busler

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The objective of this paper is twofold: (1) discuss and analyze the successful case studies worldwide, and (2) identify the similarities and differences of case studies worldwide. Design methodology/approach: The nature of this research is mainly method qualitative (multi-case studies, literature review). This investigation uses ten case studies, and the data was mainly collected and organizational documents from the international countries. Finding: The finding of this research can help incubator manager, policy maker and government parties for successful implementation. Originality/value: This paper contributes to the current literate review on the best practices worldwide. Additionally, it presents future perspective for academicians and practitioners.

Keywords: Incubators, Economic Development, Entrepreneurship, Innovation.

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Authors: H. El-Kamchouchi, Heba Gaber, Fatma Ahmed, Dalia H. El-Kamchouchi

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Fault tolerance and data security are two important issues in modern communication systems. During the transmission of data between the sender and receiver, errors may occur frequently. Therefore, the sender must re-transmit the data to the receiver in order to correct these errors, which makes the system very feeble. To improve the scalability of the scheme, we present a proxy signature scheme with fault tolerance over an efficient and secure authenticated key agreement protocol based on the improved RSA system. Authenticated key agreement protocols have an important role in building a secure communications network between the two parties.

Keywords: Proxy signature, fault tolerance, improved RSA, key agreement.

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Authors: L. Dagilienė

Abstract:

The article explores the impact of normative institutional factors on the development of sustainability reporting. The vast majority of research in the scientific literature focuses on mandatory institutional factors, i.e. how public institutions and market regulators affect sustainability reporting. Meanwhile, there is lack of empirical data for the impact of normative institutional factors. The effect of normative factors in this paper is based on the role of non-governmental organizations (NGO) and institutional theory. The case of Global Compact Local Network in the developing country was examined. The research results revealed that in the absence of regulated factors, companies were not active with regard to social disclosures; they presented non-systemized social information of a descriptive nature. Only 10% of sustainability reports were prepared using the GRI methodology. None of the reports were assured by third parties.

Keywords: Institutional theory, normative, sustainability reporting.

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Authors: Arshaluys Mushkambaryan

Abstract:

The purpose of this study is to explore how the emotions at the moment of conflict escalation are expressed nonverbally and how it can be detected by the parties involved in the conflicting situation. The study consists of two parts, in the first part it starts with the definition of "conflict" and "nonverbal communication". Further it includes the analysis of emotions and types of emotions, which may bring to the conflict escalation. Four types of emotions and emotion constructs are analyzed, particularly fear, anger, guilt and frustration. The second part of the study analyses the general role of nonverbal behavior in interaction and communication, which information it may give during communication to the person, who sends or receives those signals. The study finishes with the analysis of the nonverbal expression of analyzed emotions and on how it can be used during interaction.

Keywords: Conflict Escalation, Emotions, Nonverbal communication,

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Authors: Ali Safari, Pejman Hosseiniun, Iman Rahbari, Mohamad Reza Kalhor

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The semiconductor industry is placing an increased emphasis on emerging materials and devices that may provide improved performance, or provide novel functionality for devices. Recently, graphene, as a true two-dimensional carbon material, has shown fascinating applications in electronics. In this paper detailed discussions are introduced for possible applications of grapheme Transistor in RF and digital devices.

Keywords: Graphene, GFET, RF, Digital.

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Authors: N. Veerasamy, C. J. Cheyne

Abstract:

Users of computer systems may often require the private transfer of messages/communications between parties across a network. Information warfare and the protection and dominance of information in the military context is a prime example of an application area in which the confidentiality of data needs to be maintained. The safe transportation of critical data is therefore often a vital requirement for many private communications. However, unwanted interception/sniffing of communications is also a possibility. An elementary stealthy transfer scheme is therefore proposed by the authors. This scheme makes use of encoding, splitting of a message and the use of a hashing algorithm to verify the correctness of the reconstructed message. For this proof-of-concept purpose, the authors have experimented with the random sending of encoded parts of a message and the construction thereof to demonstrate how data can stealthily be transferred across a network so as to prevent the obvious retrieval of data.

Keywords: Construction, encode, interception, stealthy.

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Authors: Giuliano Raimondo, Jörg Wangemann, Peer Drechsel

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In systems development involving Fuel Cells generators, it is important to have from an early stage of the project a dynamic model for the electrical behavior of the stack to be shared between involved development parties. It allows independent and early design and tests of fuel cell related power electronic. This paper presents an empirical Fuel Cell system model derived from characterization tests on a real system. Moreover, it is illustrated how the obtained model is used to build and validate a real-time Fuel Cell system emulator which is used for aerospace electrical integration testing activities.

Keywords: Fuel cell dynamics, real time simulation, fuel cell, modelling, testing.

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Authors: Christiono Utomo, Arazi Idrus

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Value-based group decision is very complicated since many parties involved. There are different concern caused by differing preferences, experiences, and background. Therefore, a support system is required to enable each stakeholder to evaluate and rank the solution alternatives before engaging into negotiation with the other stakeholders. The support system is based on combination between value-based analysis, multi criteria group decision making based on satisfying options, and negotiation process based on coalition formation. This paper presents the group decision and negotiation on the selection of suitable material for a support bridge structure involving three decision makers, who are an estate manager, a project manager, and an engineer. There are three alternative solutions for the material of the support bridge structure, which are (a1) steel structure, (a2) reinforced concrete structure and (a3) wooden structure.

Keywords: Value-based, group decision, negotiation support, construction.

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Authors: H. El-Kamchouchi, Heba Gaber, Fatma Ahmed, Dalia H. El-Kamchouchi

Abstract:

Due to the rapid growth in modern communication systems, fault tolerance and data security are two important issues in a secure transaction. During the transmission of data between the sender and receiver, errors may occur frequently. Therefore, the sender must re-transmit the data to the receiver in order to correct these errors, which makes the system very feeble. To improve the scalability of the scheme, we present a secure proxy signature scheme with fault tolerance over an efficient and secure authenticated key agreement protocol based on RSA system. Authenticated key agreement protocols have an important role in building a secure communications network between the two parties.

Keywords: Proxy signature, fault tolerance, RSA, key agreement protocol.

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Authors: Valentina Piric, Maja Martinovic, Zoran Barac

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The application of marketing to the domain of politics has become relevant in recent times. With this article the authors wanted to explore the issue of the current political engagement among young people in Croatia. The question is what makes young people (age 18-30) politically active in young democracies such as that of the Republic of Croatia. Therefore, the objective of this study was to discover the real or hidden motivations behind the decision to actively participate in politics among young members of the two largest political parties in the country – the Croatian Democratic Union and the Social Democratic Party of Croatia. The study expected to find that the motivation for political engagement of young people is often connected with a possible achievement of individual goals and egoistic needs such as: self-acceptance, social success, financial success, prestige, reputation, status, recognition from the others etc. It was also expected that, due to the poor economic and social situation in the country, young people feel an increasing disconnection from politics. Additionally, the authors expected to find that there is a huge potential to engage young people in the political life of the country through a proper and more interactive use of marketing communication campaigns and social media platforms, with an emphasis on highly ethical motives of political activity and their benefits to society. All respondents included in the quantitative survey (sample size [N=100]) are active in one of the two largest political parties in Croatia. The sampling and distribution of the survey occurred in the field in September 2016. The results of the survey demonstrate that in Croatia, the way young people feel about politics and act accordingly, are in fact similar to what the theory describes. The research findings reveal that young people are politically active; however, the challenge is to find a way to motivate even more young people in Croatia to actively participate in the political and democratic processes in the country and to encourage them to see additional benefits out of this practice, not only related to their individual motives, but related more to the well-being of Croatia as a country and of every member of society. The research also discovered a huge potential for political marketing communication possibilities, especially related to interactive social media. It is possible that the social media channels have a stronger influence on the decision-making process among young people when compared to groups of reference. The level of interest in politics among young Croatians varies; some of them are almost indifferent, whilst others express a serious interest in different ways to actively contribute to the political life of the country, defining a participation in the political life of their country almost as their moral obligation. However, additional observations and further research need to be conducted to get a clearer and more precise picture about the interest in politics among young people in Croatia and their social potential.

Keywords: Croatia, marketing communication, motivation, politics, young people.

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