Influence of orientation on twin nucleation and growth at low strains in a magnesium alloy

The resolved shear stress is believed to play an important role in twin formation. The present study tests this idea for an extruded magnesium alloy by examining "tension" twinning in different grain orientations. Electron backscatter diffraction analysis is employed for alloy AZ31 tested in compression along the extrusion axis to strains between 0.008 and 0.015. For heavily twinned grains, it is seen that twinning occurs on 2.3 twin systems per grain on average. The active systems are also most commonly those with, or very near to, the highest Schmid factor. The most active system in multiply twinned grains accounts on average for ∼0.6 of the twinning events. In addition, it is found that the twin habit plane falls within 6° of the K1 plane. Orientations with the highest Schmid factors (0.45-0.5) for twinning display twin aspect ratios greater by ∼40% and twin number densities greater by ∼10 times than orientations with maximum Schmid factors for twinning of 0.15-0.2. Thus the Schmid factor for twinning is seen to affect nucleation more than thickening in the present material. Viscoplastic crystal plasticity simulations are employed to obtain approximations for the resolved shear stress. Both the twin aspect ratio and number density correlate quite well with this term. The effect of the former can be assumed to be linear and that of the latter follows a power law with exponent ∼13. Increased aspect ratios and number densities are seen at low Schmid factors and this may relate to stress fluctuations, caused most probably in the present material by the stress fields at the tips of blocked twins. Overall, it is evident that the dominance of twinning on high Schmid factor systems is preserved at the low strains examined in the present work, despite the stress fluctuations known to be present. © 2014 Acta Materialia Inc. Published by Elsevier Ltd. All rights reserved.

The effect of low cycle fatigue, ratcheting and mean stress relaxation on stress-strain response and microstructural development in a dual phase steel

This study examines the cyclic plastic deformation behavior and microstructural development of a dual phase steel in both symmetric and asymmetric cycling in strain and stress control modes. The low-cycle fatigue (LCF) and mean stress relaxation (MSR) tests show very similar fatigue lifetimes. However, fatigue lifetimes reduce and prominent accumulation of directional strain was observed in ratcheting. A microstructural analysis has revealed that the type of cyclic test carried out has a noticeable impact on the substructural development, and this has been correlated with differences in accumulated tensile strain. Electron backscatter diffraction investigation has shown larger in-grain misorientation for ratcheting specimen in comparison with LCF and MSR specimens. The orientation of ferrite grains was found to have very little effect on their substructural development, and strain localization commonly occurred in the ferrite at the ferrite/martensite interface.

Orientation integration in detection and discrimination of contrast-modulated patterns

Orientation detection and discrimination thresholds were measured for Gabor ‘envelopes’ formed from contrast-modulation of luminance ‘carriers’. Consistent with previous research differences between carrier and envelope orientation had no effect on sensitivity to envelopes. Using plaid carriers in which the proportion of contrast modulation ‘carried’ by each plaid component was systematically manipulated, it was shown that this tolerance to carrier-envelope orientation difference reflects linear summation across orientation indicative of a single second-stage channel coding for contrast-defined structure. That contrast envelopes did not exhibit linear summation across spatial-frequency, nor across combinations of orientation and spatial-frequency differences, suggests that these second-order channels operate only within certain spatial scales. Using arrays of Gabor micropatterns as carriers in which the orientation distribution of the carriers was manipulated independently of the difference between envelope orientation and mean carrier orientation, it was further demonstrated that the locus of orientation integration must occur prior to envelope detection. In the context of two-stage models that incorporate a non-linearity between the stages, the pattern of results obtained is consistent with the operation of an orientation pooling process between first-stage and second-stage channels, analogous to having all filters of the first-stage feed into all filters of the second-stage within the same spatial-frequency band.

Adaption reveals a neural code for the visual location of orientation change

We apply an adaptation technique to explore the neural code for the visual location of textures defined by modulation of orientation over space. In showing that adaptation to textures modulated around one orientation shifts the perceived location of textures modulated around a different orientation, we demonstrate the existence of a neural code for the location of orientation change that generalises across orientation content. Using competitive adaptation, we characterise the neural processes underlying this code as single-opponent for orientation, that is with concentric excitatory/inhibitory receptive areas tuned to a single orientation.

The role of local grouping and global orientation contrast in perception of orientation-modulated textures

We explored the contribution to perception of orientation-modulated textures of visual processes selective either for orientation contrast or orientation grouping. To distinguish between these two processes we manipulated the axis of local grouping of texture elements independently of the direction of global orientation modulation. The general question posed was whether visibility of texture structure (measured as threshold for discriminating spatial-frequency of texture structure) is dependent on the magnitude of orientation contrast, strength and direction of local grouping, or some combination of the two. We demonstrated that the factor of primary importance is the amplitude of global orientation contrast rather than the presence of local grouping content. Using orientation-interleaved textures (containing two superimposed textures modulated around orthogonal orientations), we further showed that orientation single-opponent processes are a more likely candidate for detecting orientation contrast than double-opponent processes.

Predicting IHRM strategy and practice decisions : development of the IHRM orientation typology

International human resource management (IHRM) is becoming increasingly fundamental to organisational success, as globalisation forces demand organisations to design and implement a global strategy. One of the most critical choices faced by IHRM practitioners is whether and when an organisation should adapt its human resource policies and practices to the local context (localisation). A typology of International Human Resource Management Orientations (IHRMO) that clarifies what IHRMO’s are and what they entail is developed from a review of the literature on localisation and globalisation, convergence and divergence and Perlmutter’s management typology. Additionally, two theoretical models are developed that predict which IHRM orientation identified in the typology should be adopted. The article takes a step towards elucidating effective IHRM strategy and practice decision-making by showing that culture and institutional pressures, amongst other tings, do make a difference.

Fragmentation of orientation within grains of a cold-rolled interstitial-free steel

The formation of a favourable recrystallization texture in interstitial-free (IF) steels depends on the availability and activation of particular nucleation sites in the deformed microstructure. This paper presents a description of the deformed microstructure of a commercially cold-rolled IF steel, with particular emphasis on the microstructural inhomogeneities and short-range orientational variation that provide suitable nucleation sites during recrystallization. RD-fibre regions deform relatively homogeneously and exhibit little short-range orientational variation. ND-fibre regions are heavily banded and exhibit considerable short-range orientational variation associated with the bands. While the overall orientational spread of ND-fibre grains frequently is about the ND-axis, the short-range orientational variation often involves rotation about axes in the TD-ND plane that are nearer to the TD than the ND.

Intra-organisational marketing culture and market orientation: a case study of the implementation of the marketing concept in a public library

The measurement of both marketing culture and behaviour provides the opportunity to gain more insight into the overall market focus of organisations. This article seeks to determine the market orientation and marketing culture of all staff within organisations, to ascertain to what extent other members of an organisation support or create barriers to the successful implementation of the marketing concept. This paper will provide a brief overview of the existing literature in the field of market orientation and marketing culture. After detailing the research design and methodology, a summary developed from 11 focus group sessions - consisting of all staff in one public library service in Victoria, Australia - is presented. The findings indicate that while all areas within this organisation are committed to marketing, there are various interpretations of marketing and how it should be implemented. In addition, the research finds a number of factors that could be instrumental in the successful implementation of the marketing concept in public libraries.

The secret to a fashion advantage is brand orientation

The purpose of this research was to develop a comprehensive measure of brand orientation and empirically examine whether a fashion retailer's brand orientation assists in explaining variations in its retail offer advantage over competitors. This study provides a conceptualisation and operationalisation of brand orientation within the context of fashion retailing. Four dimensions of brand orientation are introduced including distinctiveness, functionality, value adding and symbolic. The results suggest that the more brand oriented the fashion retailer, the greater its retail offer advantage over competitors. It concludes with new insights and suggestions for fashion retailers in driving greater differentiation and competitive advantage.

Relationship orientation : towards an antecedent model of trust in marketing relationships

With the advent and the increasing use of the concept of Relationship Marketing as a basis for marketing strategy, it has become evident that a lack of empirical knowledge exists as to the operational basis of the concept. Information regarding the conceptual basis of Relationship Marketing and a possible new orientation toward the concept may be of substantial value to both practitioners and scholars of relationship marketing. This paper considers the emergence of a Relationship Orientation within the marketing literature and proposes an antecedent model of Trust as a basis. The role of Ethics as a possible antecedent to Trust is emphasised and identified as a gap within the relationship marketing literature. Based on previous exploratory work and a review of the literature of relationship marketing, exchange theory, general marketing theory, marketing ethics and sales management, four key antecedent dimensions of Trust are identified: Ethics, Bonding, Empathy and Reciprocity. Additional possible antecedents are suggested. Future empirical research is proposed in order to validate the model.

An empirical investigation of high relational orientation sport club members

Relationships between businesses, businesses and end customers, as well as between customers are an important area of practical and scientific interest. In the present era, largely due to digital technologies such as the database, public and private networks, and data collection and information distribution via TCP/IP (Transmission Control Protocol/Internet Protocol) interface tools such as the World Wide Web (Web), the interest in relationships and related aspects such as trust as it relates to Web interactivity continues. An important antecedent empirical study established that arts patrons (customers) of a New York theatre company could be segmented according to their relational orientation, and that this orientation mediated between component attitudes and future purchase intentions. The study reported in this paper employs Web-based data collection and postal data collection methods in an investigation of the mediation effects of these data collection methods used with the same population of a premier football club in Australia. While a future aim is to more closely compare the outcomes established in the arts study with those from a similarly constructed study in the sporting arena, the focus of this initial paper is the differences in response exhibited by online respondents relative to postal survey respondents. The paper reports findings which do not support those of the antecedent arts and entertainment study concerning the weakness of overall satisfaction on the purchase intentions of high relational orientation customers. The paper also reports findings which give confidence to users of online surveys that despite differences in demographic profiles of these respondents and postal survey respondents, there is a degree of similarity in the responses of the two groups on the measures used in this study. The paper also suggests the need for further research into these data collection effects as they relate to relationship marketing.

Orientation and impact of nonprofit museum web sites

Museums face increasing pressure to attract wider audiences. This requires an understanding of visitor expectations and motivations for visiting the ‘real’ museum. Websites can act as an attracting mechanism for ‘real’ museum visits. However, for the most part, museums have concentrated their efforts on attracting visitors to promotional efforts and collecting statistical data on the demographic profiles of visitors. Museum websites as a means of attracting audiences have been ignored in the research literature. This paper researches the role of museum websites in developing audiences with special attention to the attracting power of the websites for visitors. Content analysis of 40 Australian museum websites was conducted using a structured tool, WebNPattract, designed and tested specifically for the purpose. Content analysis results can be used for the purpose of strategic positioning of the museum and cultural tourism. The paper outlines five aspects of museums—museum offer; corporate governance; finding the museum; characteristics; and governance communication—and two approaches to museum websites: the ‘aesthetic’ and the ‘services’ perspectives. Marketing implications can be deduced from website orientation.

The orientation of Australian coursework-focussed marketing masters degree

Using content analysis, this paper examines the orientation of Australian coursework masters degrees in marketing by analysing data collected from 38 university websites on the entry requirements, degree structure and research opportunities of the programs. The findings indicate that there appears to be an attempt to offer programs aiming at a range of “outcomes”, i.e. training for PhD, advanced studies in marketing, or accreditation for those in the industry. The diverse orientation of the degrees offered means that Australian institutions are potentially facing a challenge, targeting programs at different market segments.

The contextual nature of the market orientation and organisational performance relationship: an Australian and New Zealand study

As part of a broader study of the relationship between traditional and online marketing mix elements and organisational performance, the study reported in this paper utilised structural equation modelling to examine the relationship between market orientation and organisational performance. The study found that there was an insignificant relationship between market orientation and organisational performance, thereby lending support to studies conducted in the UK, Ghana, and the US (since the studies in the US by Narver and Slater (1990)), which found that there may be a contextual nature to the relationship between the two constructs. The study, therefore, does not support Pulendran et al. (2000).