Identity – towards a conceptualization

The development of economical relations increases the interaction between organizations and stakeholders. It is no more acceptable to manage an organization under a transactional perspective where suppliers had a fundamental role. Nowadays organizations are being managed under a relational perspective where relations and relationship management in general have consequences in identity management (Hakansson e Snehota, 1989, 1995). A correct perception and management of identity is necessary to achieve distinctiveness in the competitive environment. This way, identity is influenced by relations with stakeholders in general and particularly with competitors. The ICIG concept states that identity is related with the values of the organization and it helps creating distinctiveness in the competitive environment (Van Riel, Balmer, 1997); Baker and Balmer (1997) state that identity is what the organization is; Suvatjis and de Chernatony (2005) refer that expressing identity is a dynamic process that evolves the use of a management model to face context changes; Kapferer (1991) states that brand identity is the project, the self conception of the brand. After reviewing and confronting literature under the plethora of identities’ concepts and perspectives (He, Balmer, 2007) one can’t find an integrative answer with all the elements that contribute to identity of organizations. The authors are strongly interested to contribute to the elimination of this limitation and to answer to strategic management needs. In a marketing context one can find: - the corporate identity approach that is focused in the distinctive attributes of an organization (Abratt, Balmer, Marwick e Fill, Stuart, Balmer and Gray, Alessandri, Suvatjis and de Chernatony) - the brand identity approach (related with the application of corporate identity studies to brands) - Kapferer, Semprini, Aaker, de Chernatony). Kapferer (1991), one of the most prolific authors in this field was the first author to integrate identity in a brand concept. In his view, identity is an emission concept. This idea is shared also by Aaker (1996). Yet, identity has to be managed in a competitive environment which is constantly changing. After reviewing and confronting literature, authors select concepts that are generally accepted by the investigators in order to design a model to analyze and manage identity: - corporate identity models: personality, image/reputation, culture, philosophy, mission, strategy, structure, communication - some of these concepts derive from identity models and others from identity management models; - brand identity models – Kapferer (1991, 2008) identity prism, witch is basis of literature in this field: culture, physical facet, personality, relationship (between brand and consumer), reflected consumer, consumers` self-concept. After discussion authors decide to include other concept in line with other authors` view: country of origin (Aaker, 1996). A discussion eliminates the twin concepts and the final selection is as follows: personality, image/reputation, culture (including philosophy and mission), strategy, structure, communication, culture, physical facet, relationship (between brand and consumer), reflected consumer, consumers` self-concept and according to authors` reflections “relationships” deriving from competitors` actions in competitive environment. Competitors’ actions and decisions have a stronger influence in the organizations` positioning than any other stakeholder as stated before. This is a work in progress towards a new model in identity analysis and management so an exploratory study will follow inquiring experts on identity in order to evaluate these concepts and correct the theoretical perspectives.

Lean learning academy: an innovative framework for lean manufacturing training

Worldwide competitiveness poses enormous challenges on managers, demanding a continuous quest to increase rationality in the use of resources. As a management philosophy, Lean Manufacturing focuses on the elimination of activities that do not create any type of value and therefore are considered waste. For companies to successfully implement the Lean Manufacturing philosophy it is crucial that the human resources of the organization have the necessary training, for which proper tools are required. At the same time, higher education institutions need innovative tools to increase the attractiveness of engineering curricula and develop a higher level of knowledge among students, improving their employability. This paper describes how Lean Learning Academy, an international collaboration project between five EU universities and five companies, from SME to Multinational/Global companies, developed and applied an innovative training programme for Engineers on Lean Manufacturing, a successful alternative to the traditional teaching methods in engineering courses.

Crossing genetic and swarm intelligence algorithms to generate logic circuits

Genetic Algorithms (GAs) are adaptive heuristic search algorithm based on the evolutionary ideas of natural selection and genetic. The basic concept of GAs is designed to simulate processes in natural system necessary for evolution, specifically those that follow the principles first laid down by Charles Darwin of survival of the fittest. On the other hand, Particle swarm optimization (PSO) is a population based stochastic optimization technique inspired by social behavior of bird flocking or fish schooling. PSO shares many similarities with evolutionary computation techniques such as GAs. The system is initialized with a population of random solutions and searches for optima by updating generations. However, unlike GA, PSO has no evolution operators such as crossover and mutation. In PSO, the potential solutions, called particles, fly through the problem space by following the current optimum particles. PSO is attractive because there are few parameters to adjust. This paper presents hybridization between a GA algorithm and a PSO algorithm (crossing the two algorithms). The resulting algorithm is applied to the synthesis of combinational logic circuits. With this combination is possible to take advantage of the best features of each particular algorithm.

An optimization approach for the job shop scheduling problem

This paper presents an optimization approach for the job shop scheduling problem (JSSP). The JSSP is a difficult problem in combinatorial optimization for which extensive investigation has been devoted to the development of efficient algorithms. The proposed approach is based on a genetic algorithm technique. The scheduling rules such as SPT and MWKR are integrated into the process of genetic evolution. The chromosome representation of the problem is based on random keys. The schedules are constructed using a priority rule in which the priorities and delay times of the operations are defined by the genetic algorithm. Schedules are constructed using a procedure that generates parameterized active schedules. After a schedule is obtained a local search heuristic is applied to improve the solution. The approach is tested on a set of standard instances taken from the literature and compared with other approaches. The computation results validate the effectiveness of the proposed approach.

Defining programming problems as learning objects

Standards for learning objects focus primarily on content presentation. They were already extended to support automatic evaluation but it is limited to exercises with a predefined set of answers. The existing standards lack the metadata required by specialized evaluators to handle types of exercises with an indefinite set of solutions. To address this issue we extended existing learning object standards to the particular requirements of a specialized domain. We present a definition of programming problems as learning objects that is compatible both with Learning Management Systems and with systems performing automatic evaluation of programs. The proposed definition includes metadata that cannot be conveniently represented using existing standards, such as: the type of automatic evaluation; the requirements of the valuation engine; and the roles of different assets - tests cases, program solutions, etc. We present also the EduJudge project and its main services as a case study on the use of the proposed definition of programming problems as learning objects.

Reflexão sobre o trabalho do actor a partir da participação em Otelo de William Shakespeare, com encenação de Kuniaki Ida no Teatro do Bolhão em 2009

Uma vez que o meu percurso profissional no Teatro tem sido desenvolvido enquanto actriz, considerei que a apresentação de um trabalho de natureza profissional para o requerimento do título de especialista nesta área deveria incidir sobre a Interpretação em Teatro. O espectáculo escolhido como exemplificativo do meu percurso remonta a 2009 – Otelo de William Shakespeare. A primeira parte da presente comunicação pretende dar conta do processo de trabalho seguido pela encenação de Kuniaki Ida no Teatro do Bolhão, e cuja equipa integrei como intérprete no papel de Emília. Nela se dão conta das várias etapas – do trabalho de mesa ao levantamento das cenas – que conduziram ao espectáculo apresentado primeiramente no Porto (ACE) e depois no Teatro da Trindade, Teatro Municipal de Vila Real e Casa das Artes de Famalicão. A segunda parte é dedicada a uma reflexão sobre o trabalho do actor, processos e dúvidas evidenciadas por este espectáculo em particular. Apesar de o tempo para a reflexão e o debate sobre processos ser muito escasso durante a preparação de um espectáculo, não há trabalho que não despolete um questionamento no actor sobre o melhor modo de aproximação à criação da personagem. Salvaguardamos aqui o facto de estarmos a tratar da criação num contexto logocêntrico, criação de um espectáculo a partir de um texto dramático que inclui intriga, acção e personagens, e não outro tipo de abordagem teatral que suprime os princípios da dramaturgia clássica.