Corporate brand identity management – proposal of a new framework

The term “corporate brand” has been widely used in literature since the eighties. According to Balmer (1998) this concept tends to be used as an alternative to the concept of corporate identity. The author argues that the use of branding principles to discuss corporate identity has tended to align the area more closely with marketing. However, the literature on brand management (Aaker, 1991; Kapferer, 1991 and de Chernatony and McDonald, 1992), gives little attention to the corporate brand” (p. 985). Based on the concepts of corporate brand, brand identity and B2B relationship, the authors are interested in eliminating this gap in literature by designing a framework of corporate brand identity management. The aim of this investigation is to investigate the impact of B2B relationships in corporate brand identity management. The methodology used is quantitative analysis of surveys and scale development. The originality of this paper is to investigate the influence of the relationship between brands in corporate brand identity. This investigation is very important to help the decisions of the corporate brand managers and academics. According to literature, namely on corporate brands (Balmer 2002b, Hatch and Schultz, 2001, 2003) and on brand identity (Kapferer, 1991, 2008, Aaker, 1996, de Chernatony, 1999) the authors developed a corporate brand identity management framework considering relationships between brands a context variable with definite impact on identity management as stated by Hakansson and Snehota (1989, 1995). These authors consider that organisations´ identity management is pursued under a relational perspective with impact on identity management. Most researchers on identity and corporate brand emphasise the importance of external influences (Kennedy, 1977; King, 1991; de Chernatony, 1999; Balmer and Gray, 2000; Balmer, 2002a). Those influences concern legislation, concurrence, political issues... and stakeholders’ perceptions and reputations (due to the holistic approach demanded by corporate brands). In this context the authors claim the importance of another influence: B2B relationships. This decision is inspired in sociological studies (Mannheim, 1950; and Tajfel and Turner, 1979) regarding individual identity. These authors claim that individuals form their personality by interacting in the social field. The authors argue that corporate brand identity also develops itself under a relational approach. The relationships selected to pursue this investigation are the ones that are developed by Portuguese universities and investigation centres that cooperate by developing investigation. Those centres are administrative and financially autonomous

QoS-based surrogates selection and service proposal formulation in offloading environments

Resource constraints are becoming a problem as many of the wireless mobile devices have increased generality. Our work tries to address this growing demand on resources and performance, by proposing the dynamic selection of neighbor nodes for cooperative service execution. This selection is in uenced by user's quality of service requirements expressed in his request, tailoring provided service to user's speci c needs. In this paper we improve our proposal's formulation algorithm with the ability to trade o time for the quality of the solution. At any given time, a complete solution for service execution exists, and the quality of that solution is expected to improve overtime.

A proposal for media component brokerage

This paper describes how MPEG-4 object based video (obv) can be used to allow selected objects to be inserted into the play-out stream to a specific user based on a profile derived for that user. The application scenario described here is for personalized product placement, and considers the value of this application in the current and evolving commercial media distribution market given the huge emphasis media distributors are currently placing on targeted advertising. This level of application of video content requires a sophisticated content description and metadata system (e.g., MPEG-7). The scenario considers the requirement for global libraries to provide the objects to be inserted into the streams. The paper then considers the commercial trading of objects between the libraries, video service providers, advertising agencies and other parties involved in the service. Consequently a brokerage of video objects is proposed based on negotiation and trading using intelligent agents representing the various parties. The proposed Media Brokerage Platform is a multi-agent system structured in two layers. In the top layer, there is a collection of coarse grain agents representing the real world players – the providers and deliverers of media contents and the market regulator profiler – and, in the bottom layer, there is a set of finer grain agents constituting the marketplace – the delegate agents and the market agent. For knowledge representation (domain, strategic and negotiation protocols) we propose a Semantic Web approach based on ontologies. The media components contents should be represented in MPEG-7 and the metadata describing the objects to be traded should follow a specific ontology. The top layer content providers and deliverers are modelled by intelligent autonomous agents that express their will to transact – buy or sell – media components by registering at a service registry. The market regulator profiler creates, according to the selected profile, a market agent, which, in turn, checks the service registry for potential trading partners for a given component and invites them for the marketplace. The subsequent negotiation and actual transaction is performed by delegate agents in accordance with their profiles and the predefined rules of the market.

Adhesively-bonded repair proposal for wood members damaged by horizontal shear using carbon-epoxy patches

In this work, a repair technique with adhesively bonded carbon-epoxy patches is proposed for wood members damaged by horizontal shear and under bending loads. This damage is characterized by horizontal crack growth near the neutral plane of the wood beam, normally originating from checks and shakes. The repair consists of adhesively bonded carbon-epoxy patches on the vertical side faces of the beam at the cracked region to block sliding between the beam arms. An experimental and numerical parametric analysis was performed on the patch length. The numerical analysis used the finite element method (FEM) and cohesive zone models (CZMs), with an inverse modelling technique for the characterization of the adhesive layer. Trapezoidal cohesive laws in each pure mode were used to account for the ductility of the adhesive used. To fully reproduce the tests, horizontal damage propagation within the wood beam was also simulated. A good correlation with the experiments was found. Regarding the effectiveness of the repair, for the conditions selected for this work, a full strength recovery was achieved for the bigger value of patch length tested.

Bridging the gap between closed and open data. System proposal for the Portuguese Legislation

Esta dissertação apresenta uma proposta de sistema capaz de preencher a lacuna entre documentos legislativos em formato PDF e documentos legislativos em formato aberto. O objetivo principal é mapear o conhecimento presente nesses documentos de maneira a representar essa coleção como informação interligada. O sistema é composto por vários componentes responsáveis pela execução de três fases propostas: extração de dados, organização de conhecimento, acesso à informação. A primeira fase propõe uma abordagem à extração de estrutura, texto e entidades de documentos PDF de maneira a obter a informação desejada, de acordo com a parametrização do utilizador. Esta abordagem usa dois métodos de extração diferentes, de acordo com as duas fases de processamento de documentos – análise de documento e compreensão de documento. O critério utilizado para agrupar objetos de texto é a fonte usada nos objetos de texto de acordo com a sua definição no código de fonte (Content Stream) do PDF. A abordagem está dividida em três partes: análise de documento, compreensão de documento e conjunção. A primeira parte da abordagem trata da extração de segmentos de texto, adotando uma abordagem geométrica. O resultado é uma lista de linhas do texto do documento; a segunda parte trata de agrupar os objetos de texto de acordo com o critério estipulado, produzindo um documento XML com o resultado dessa extração; a terceira e última fase junta os resultados das duas fases anteriores e aplica regras estruturais e lógicas no sentido de obter o documento XML final. A segunda fase propõe uma ontologia no domínio legal capaz de organizar a informação extraída pelo processo de extração da primeira fase. Também é responsável pelo processo de indexação do texto dos documentos. A ontologia proposta apresenta três características: pequena, interoperável e partilhável. A primeira característica está relacionada com o facto da ontologia não estar focada na descrição pormenorizada dos conceitos presentes, propondo uma descrição mais abstrata das entidades presentes; a segunda característica é incorporada devido à necessidade de interoperabilidade com outras ontologias do domínio legal, mas também com as ontologias padrão que são utilizadas geralmente; a terceira característica é definida no sentido de permitir que o conhecimento traduzido, segundo a ontologia proposta, seja independente de vários fatores, tais como o país, a língua ou a jurisdição. A terceira fase corresponde a uma resposta à questão do acesso e reutilização do conhecimento por utilizadores externos ao sistema através do desenvolvimento dum Web Service. Este componente permite o acesso à informação através da disponibilização de um grupo de recursos disponíveis a atores externos que desejem aceder à informação. O Web Service desenvolvido utiliza a arquitetura REST. Uma aplicação móvel Android também foi desenvolvida de maneira a providenciar visualizações dos pedidos de informação. O resultado final é então o desenvolvimento de um sistema capaz de transformar coleções de documentos em formato PDF para coleções em formato aberto de maneira a permitir o acesso e reutilização por outros utilizadores. Este sistema responde diretamente às questões da comunidade de dados abertos e de Governos, que possuem muitas coleções deste tipo, para as quais não existe a capacidade de raciocinar sobre a informação contida, e transformá-la em dados que os cidadãos e os profissionais possam visualizar e utilizar.

Real-Time Support in the Proposal for Fine-Grained Parallelism in Ada

Presented at Work in Progress Session, IEEE Real-Time Systems Symposium (RTSS 2015). 1 to 3, Dec, 2015. San Antonio, U.S.A..

Real-Time Support in the Proposal for Fine-Grained Parallelism in Ada

Presented at Work in Progress Session, IEEE Real-Time Systems Symposium (RTSS 2015). 1 to 3, Dec, 2015. San Antonio, U.S.A..

Knowledge repository framework for crowdsourcing innovation intermediary: a proposal

A crowdsourcing innovation intermediary performs mediation activities between companies that have a problem to solve or that seek a business opportunity, and a group of people motivated to present ideas based on their knowledge, experience and wisdom, taking advantage of technology sharing and collaboration emerging from Web2.0. As far as we know, most of the present intermediaries don´t have, yet, an integrated vision that combines the creation of value through community development, brokering and technology transfer. In this paper we present a proposal of a knowledge repository framework for crowdsourcing innovation that enables effective support and integration of the activities developed in the process of value creation (community building, brokering and technology transfer), modeled using ontology engineering methods.

Crowdsourcing innovation: a proposal for a brokering architecture focused in the innovation needs of SMEs

Crowdsourcing is evolving into powerful outsourcing options for organizations by providing access to the intellectual capital within a vast knowledge community. Innovation brokering services have emerged to facilitate crowdsourcing projects by connecting up companies with potential solution providers within the wider ‘crowd’. Most existing innovation brokering services are primarily aimed at larger organizations, however, Small and Medium Enterprises (SMEs) offer considerable potential for crowdsourcing activity since they are typically the innovation and employment engines in society; they are typically more nimble and responsive to the business environment than the larger companies. SMEs have very different challenges and needs to larger organizations since they have fewer resources, a more limited knowledge and skill base, and immature management practices. Consequently, innovation brokering for SMEs require considerably more support than for larger organizations. This paper identifies the crowdsourcing innovation brokerage facilities needed by SMEs, and presents an architecture that encourages knowledge sharing, development of community, support in mixing and matching capabilities, and management of stakeholders’ risks. Innovation brokering is emerging as a novel business model that is challenging concepts of the traditional value chain and organizational boundaries.