Creating Brand Awareness for a B2B Professional Services Subsidiary

Tutkielman tavoitteet: Tutkielman tavoitteena oli selvittää miten branditunnettuutta voidaan kasvattaa yritysasiantuntijapalveluiden markkinoilla toimivassa tytäryhtiössä yleensä, ja erityisesti case yrityksessä. Vaikka yritysasiantuntijapalvelualan markkinointia on tutkittu melko paljon, ovat tutkimukset keskittyneet pääasiallisesti henkilökohtaiseen myyntityöhön ja suhdemarkkinointiin. Myös branditunnettuuden kehittämistä on tutkittu, mutta enimmäkseen kuluttajamarkkinoilla. Tutkimusmetodologiat: Tutkimus on toteutettu kvalitatiivisena deskriptiivis-analyyttisenä case-tutkimuksena. Tutkimuksen teoriaosuus perustuu kirjallisuuskatsaukseen ja empiirinen tutkimus puolistrukturoituun teemahaastatteluun.. Haastateltaviksi valittiin tutkittavan case organisaation ylin johto, sekä viestinnästä ja markkinoinnista vastaava henkilö. Tutkimustulokset ja päätelmät: Tutkimuksen tuloksena syntyi ehdotus siitä, millä tavoin case-yritys voisi kasvattaa branditunnettuuttaan potentiaalisten asiakkaidensa keskuudessa. Ehdotus etenee teoriarakenteen mukaisesti muodostaen mallin jossa kaikki viestintäprosessin oleelliset vaiheet on käyty läpi. Branditunnettuus rakennetaan viestintäprosessissa johon kuuluu: kohdeyleisönidentifiointi, viestinnän tavoitteiden asettaminen, viestin suunnittelu, viestintäkanavien valinta ja toimenpiteiden suunnittelu.

Phylogenetic study of the Grimmia Hedw. (Grimmiales, Bryopsida) based on a combination of morphological and molecular characters

Résumé Les mousses sont la plus ancienne lignée de plantes terrestres et leur longue évolution a été accompagnée par des tendances à la simplification des caractères morphologiques. Ce phénomène a quelque peu compliqué les reconstructions phylogénétiques basées sur la morphologie. Les analyses génétiques ont permis de donner de nouvelles informations dans le cadre des analyses phylogénétiques et une réévaluation de certains caractères morphologiques. La plupart des études combinant les données morphologiques et moléculaires ne concernent que des niveaux systématiques élevés comme l'ordre ou la famille et très peu considèrent le niveau du genre. La présente étude tend à tester les relations phylogénétiques du genre Grimmia à l'aide d'une combinaison de caractères morphologiques et moléculaires. Les 40 espèces de Grimmia utilisées dans la première partie de cette étude représentent la majorité des espèces trouvées en Eurasie, un des centres de diversification du genre. Lors de l'analyse morphologique, 52 caractères morphologiques/anatomiques (33 du gamétophyte et 19 du sporophyte) ont été numérisés. Malgré le peu de support statistique des arbres, la topologie des arbres est stable. Les Grimmia, comme décrit précédemment, sont paraphylétiques. Trois clades, correspondant respectivement aux sous-genres Rhabdogrimmia Limpr, Litoneuron I.Hagen et Gasterogrimmia Schimp. sont présents, tandis que le restant des taxons appartenant aux Grimmia forment un groupe non-résolu et indistinct des autres Grimmiaceae. Les séquences chloroplastiques trnL-trnF et rps4 combinés à la morphologie ont été ensuite utilisés pour reconstruire la phylogénie des Grimmia. Les arbres obtenus soutiennent la monophylie des Grimmiaceae tandis que les Grimmia, sont paraphylétiques. Deux clades principaux correspondant aux "Rhabdogrimmia" et aux "Grimmia" se détachent. Seules les espèces de "Rhabdogrimmia" produisent des gemmules foliaires (reproduction asexuée). Dans une étude considèrant 91 séquences trrIL-trnF les espèces appartenant aux "Rhabdogrimrnia" (reproduction asexuée essentiellement) ont des variabilités intraspécifique très faible et interspécifique relativement élevée tandis que les "Grimmia" possèdent la tendance inverse (plus de reproduction sexuée). Summary The mosses are a very old land plant lineage and their long evolutionary history has been accompanied by a trend of morphological character simplifications. This phenomenon has somewhat complicated morphological based phylogenetic reconstructions. Genetic analyses have provided new insights for phylogenetic studies, and have allowed morphological data to be re¬evaluated. Most of the studies combining morphological and molecular data have concerned the higher systematic levels of order and family and only have few considered the genus. The present study aims to test the phylogenetic relationships of the genus Grimmia using a combination of morphological and molecular characters. The 40 chosen Grimmia species represent the majority of those found in Eurasia, one diversification centers of the genus. For the morphological analysis, 52 morphological/anatomical characters (33 gametophyte and 19 sporophyte characters) were numerized. Although the internal statistical support was relatively low, the tree topologies were stable. Grimmia as currently defined was found to be paraphyletic. Three subclades, corresponding to the subgenera Rhabdogrimmia Limpr., Litoneuron I.Hagen, and Gasterogrimmia Schimp. were observed in the trees, while the reminder of the Grimmia species formed an unresolved group indistinct from other Grimmiaceae. Chloroplast (trnL-trnF and rps4) DNA sequences combined with morphology were used to reconstruct the phylogeny of Grimmia. The resulting trees supported the monophyly of Grimmiaceae and that the genus Grimmia, as currently defined, as paraphyletic. Two main clades were resolved corresponding to "Rhabdogrimmia" and "Grimmia". The species belonging to "Rhabdogrimmia" produce foliar-gemmae (asexual reproduction). In a study using 91 sequences of trnL-trnF,"Rhabdogrimmia" species (mainly asexual reproduction) have very low intraspecific variability and high interspecific variability whereas the "Grimmia" species possess the inverse tendency.

Morphological and functional variability in the root system of Quercus ilex L. subject to confinement: consequences for afforestation

We examined root morphological and functional differences caused by restrictions imposed to vertical growth in the root system of holm oak (Quercus ilex L.) seedlings to assess the consequences of using nursery containers in the development of a confined root system for this species. Thus, root morphological, topological and functional parameters, including hydraulic conductance per leaf unit surface area (K $_{\rm RL})$, were investigated in one-year seedlings cultivated in three PVC tubes differing in length (20, 60 and 100 cm). Longer tubes showed greater projected root area, root volume, total and fine root lengths, specific root length (SRL) and K$_{\rm RL}$ values than did shorter tubes. On the other hand, the length of coarse roots (diameter > 4.5 mm) and the average root diameter were greater in shorter tubes. The strong positive correlation found between K$_{\rm RL}$ and SRL (r=+0.69; P<0.001) indicated that root thickness was inversely related to water flow through the root system. We concluded that root systems developed in longer tubes are more efficient for plant water uptake and, therefore, changes in root pattern produced in standard forest containers (i.e. about 20 cm length) may in fact prevent a proper establishment of the holm oak in the field, particularly in xeric environments.

Semantics-supported cooperative learning for enhanced awareness

Awareness is required for supporting all forms of cooperation. In Computer Supported Collaborative Learning (CSCL), awareness can be used for enhancing collaborative opportunities across physical distances and in computer-mediated environments. Shared Knowledge Awareness (SKA) intends to increase the perception about the shared knowledge, students have in a collaborative learning scenario and also concerns the understanding that this group has about it. However, it is very difficult to produce accurate awareness indicators based on informal message exchange among the participants. Therefore, we propose a semantic system for cooperation that makes use of formal methods for knowledge representation based on semantic web technologies. From these semantics-enhanced repository and messages, it could be easier to compute more accurate awareness.

New biogeographical and morphological information on Physaloptera ngoci Le-Van-Hoa, 1961 (Nematoda: Physalopteridae) in South-east Asian rodents

During a study of the helminth fauna of 1,643 rodents trapped along the Mekong River (Thailand, LaoPeople"s Democratic Republic and Cambodia) in 2008-2011, the spirurid nematode Physaloptera ngoci Le-Van-Hoa,1961 was recovered with an overall prevalence of 2.8%. Based on the original description, it was identified in nine of 23 different Murinae host species and is here reported for the first time from these three countries. A scanning electron microscopy study provides additional morphological data.

Morphological, hydrological, biogeochemical and ecological changes and challenges in river restoration - the Thur River case study

River restoration can enhance river dynamics, environmental heterogeneity and biodiversity, but the underlying processes governing the dynamic changes need to be understood to ensure that restoration projects meet their goals, and adverse effects are prevented. In particular, we need to comprehend how hydromorphological variability quantitatively relates to ecosystem functioning and services, biodiversity as well as ground-and surface water quality in restored river corridors. This involves (i) physical processes and structural properties, determining erosion and sedimentation, as well as solute and heat transport behavior in surface water and within the subsurface; (ii) biogeochemical processes and characteristics, including the turnover of nutrients and natural water constituents; and (iii) ecological processes and indicators related to biodiversity and ecological functioning. All these aspects are interlinked, requiring an interdisciplinary investigation approach. Here, we present an overview of the recently completed RECORD (REstored CORridor Dynamics) project in which we combined physical, chemical, and biological observations with modeling at a restored river corridor of the perialpine Thur River in Switzerland. Our results show that river restoration, beyond inducing morphologic changes that reshape the river bed and banks, triggered complex spatial patterns of bank infiltration, and affected habitat type, biotic communities and biogeochemical processes. We adopted an interdisciplinary approach of monitoring the continuing changes due to restoration measures to address the following questions: How stable is the morphological variability established by restoration? Does morphological variability guarantee an improvement in biodiversity? How does morphological variability affect biogeochemical transformations in the river corridor? What are some potential adverse effects of river restoration? How is river restoration influenced by catchment-scale hydraulics [GRAPHICS] and which feedbacks exist on the large scale? Beyond summarizing the major results of individual studies within the project, we show that these overarching questions could only be addressed in an interdisciplinary framework.

Botulinum neurotoxin type A blocks the morphological changes induced by chemical stimulation on the presynaptic membrane of Torpedo synaptosomes.

The action of botulinum neurotoxin on acetylcholine release, and on the structural changes at the presynaptic membrane associated with the transmitter release,was studied by using a subcellular fraction of cholinergic nerve terminals (synaptosomes) isolated from the Torpedo electric organ. Acetylcholine and ATP release were continuously monitored by chemiluminescent methods.To catch the membrane morphological changes, the quick-freezing method was applied. Our results show that botulinum neurotoxin inhibits the release of acetylcholine from these isolated nerve terminals in a dose-dependent manner, whereas ATP release is not affected. The maximal inhibition (70%) is achieved at neurotoxin concentrations as low as 125 pM with an incubation time of 6 min. This effect is not linked to an alteration of the integrity of the synaptosomes since, after poisoning by botulinum neurotoxin type A, they show a nonmodified occluded lactate dehydrogenase activity. Moreover, membrane potential is not altered by the toxin with respect to the control, either in resting condition or after potassium depolarization. In addition to acetylcholine release inhibition, botulinum neurotoxin blocks the rearrangement of the presynaptic intramembrane particles induced by potassium stimulation. The action of botulinum neurotoxin suggests that the intramembrane particle rearrangement is related to the acetylcholine secretion induced by potassium stimulation in synaptosomes isolated from the electric organ of Torpedo marmorata.

Relationship between sedimentation sign and morphological grade in symptomatic lumbar spinal stenosis

Introduction Le canal lombaire étroit symptomatique est de plus en plus fréquent. Le traitement dépend des signes cliniques et des résultats radiologiques. Mais actuellement il n'y a pas de consensus concernant la classification radiologique. Le but de notre article est d'étudier la relation entre deux paramètres morphologiques radiologiques récemment décrits sur des examens par IRM. Le premier est le « signe de sédimentation » (Sedimentation Sign) et le second est le grade morphologique de la sténose lombaire (Morphological Grade), tous deux décrit en 2010. Matériel et méthode Nous avons étudié des examens IRM de 137 patients suivit dans notre établissement. De ces 137, 110 étaient issus d'une base de donnée de patients avec une sténose lombaire dont la Symptomatologie était typique. Dans ce groupe, 73 patients avaient été traité chirurgicalement et 37 conservativement, dépendant de la sévérité des symptômes. Un troisième groupe, le groupe contrôle, était formé de 27 patients ne présentant que des douleurs lombaires basses sans sciatalgie. La sévérité de la sténose a été évaluée sur les examens IRM au niveau du disque en utilisant les 4 grades de la classification morphologique, de A à D. La présence d'un signe de sédimentation a été, quand à lui, notée au niveau du pédicule, au-dessus et au-dessous du niveau présentant la sténose maximale, comme décrit dans l'article original. Résultat La présence d'un signe de sédimentation positif a été observée chez 58% des patients présentant un grade morphologique B, 69% chez les patients avec un grade C et 76% des patients avec un grade D. Dans le groupe de patient traité chirurgicalement pour une sténose canalaire, 67% des patients présentaient un signe de sédimentation positif, 35% dans le groupe du traitement conservateur, et 8 % dans le groupe contrôle. En ce qui concerne la classification du grade morphologique, nous avons regroupé les grade C et D. Il y avait 97% de patients avec un grade C et D dans le groupe du traitement chirurgical, 35 % dans le groupe du traitement conservateur et 18% dans le groupe contrôle. Nous avons donc calculé que la présence d'un signe de sédimentation positif chez les patients avec une sténose lombaire symptomatique augmente le risque d'avoir besoin d'une intervention de l'ordre de 3.5 fois (OR=3.5). En utilisant la classification du grade morphologique, nous avons calculé un risque encore plus élevé. Un patient avec une sténose canalaire de grade C ou D a 65 fois plus de risque d'avoir besoin d'une intervention (OR=65). Conclusion : Les résultats montrent une corrélation entre ces deux paramètres morphologiques. Mais la prédiction du besoin d'une intervention n'est pas équivalente. Un tiers des patients dans le groupe du traitement chirurgical n'avaient pas de signe de sédimentation positif. Ce signe apparaît donc comme un moins bon prédicteur pour le choix du traitement comparé à la sévérité de la sténose jugée avec le grade morphologique (OR 3.5 vs 65).

The role of geography and ecology in shaping repeated patterns of morphological and genetic differentiation between European minnows (Phoxinus phoxinus) from the Pyrenees and the Alps

Neutral and selective processes c an drive repeated patterns of evolu tion in dif ferent groups of populationsexp eriencing similar ecol ogica l gradients. In this paper, we used a combinat ion of nucl ear and mitochondrialDNA markers, as well as geometric morphometrics, to investigate repeated patterns of morphological andgenetic divergence of E uropean minnows in two mountain ranges : the Pyrenees and the Al ps. Europeanminnows (Phoxinus phoxinus) are cyprinid fish i nha bitin g most freshwater bodies in Europe, including those indifferent mountain r anges that could act as major geographical barriers to gene flow. We explored patterns ofP. phoxinus phenotypic and genetic di versi fication along a gradi ent of alti tude common to the two mountainranges, and tested for isolation by distance (IBD), isolation by environment (IBE) and isolation by adaptation(IBA). The results indicated that populations from the Pyr enees a nd the Alps bel ong to two well differentiated,reciprocally monophyletic mt DNA lineages. Substantial genetic differentiation due to geographical isolationwithin and between populations from the Pyrenees and the Alps was also found using rapidly evolving AFLPsmarkers (isolation by distance or IBD), as well as morphological differences between mountain ranges. Als o,morphology varied strong ly with elevation and so did genetic differentiation to a lower extent. Despitemoderate evidence for IBE and IBA, and therefore of repeated evolution, substantial population heterogeneitywas found at the genetic level, suggesting that selection and population specific genetic drift act in concert toaffect genetic divergence.

Relationship between sedimentation sign and morphological grade in symptomatic lumbar spinal stenosis.

PURPOSE: We aimed to study the relationship between two morphological parameters recently described on MRI images in relation to lumbar spinal stenosis (LSS): the first is the sedimentation sign (SedS) and the second is the morphological grading of lumbar stenosis. MATERIALS AND METHODS: MRIs from a total of 137 patients were studied. From those, 110 were issued from a prospective database of symptomatic LSS patients, of whom 73 were treated surgically and 37 conservatively based on symptom severity. A third group consisting of 27 subjects complaining of low back pain (LBP) served as control. Severity of stenosis was judged at disc level using the four A to D grade morphological classification. The presence of a SedS was judged at pedicle level, above or below the site of maximal stenosis. RESULTS: A positive SedS was observed in 58, 69 and 76 % of patients demonstrating B, C and D morphology, respectively, but in none with grade A morphology. The SedS was positive in 67 and 35 % of the surgically and conservatively treated patients, respectively, and in 8 % of the LBP group. C and D morphological grades were present in 97 and 35 % of patients in the surgically and conservatively treated group, respectively, and in 18 % of the LBP group. Presence of a positive SedS carried an increased risk of being submitted to surgery in the symptomatic LSS group (OR 3.5). This risk was even higher in the LSS patients demonstrating grade C or D morphology (OR 65). DISCUSSION AND CONCLUSION: One-third of surgically treated LSS patients do not present a SedS. This sign appears to be a lesser predictor of treatment modality in our setting of symptomatic LSS patients compared to the severity of stenosis judged by the morphological grade.

Hepatitis C Virus Awareness Among Men Who Have Sex With Men in Southwest Switzerland.

BACKGROUND: In Switzerland, the incidence of hepatitis C virus (HCV) infection in HIV-positive men who have sex with men (MSM) rose 18-fold between 1998 and 2011. We aimed to evaluate transmission risk factors, awareness, and seroprevalence of HCV among MSM in southwest Switzerland. METHODS: From 1st June 2011 to 31st August 2012, trained health care professionals invited individuals attending (1) MSM screening clinics and (2) indoor and outdoor meeting areas to complete an anonymous questionnaire. Consenting participants were rapid tested for HCV (OraQuick HCV Rapid Antibody Test). RESULTS: Of 918 MSM approached, 654 agreed to participate, most of whom (536, 82%) were enrolled via MSM screening clinics. Of 654 participants, 21 (3.2%) disclosed being HIV positive; 140 (21%) had unknown HIV status. In the preceding 12 months, 357 (55%) of 654 participants reported unprotected anal intercourse (UAI) and 321 (49%) of 654 participants reported UAI with partners of different/unknown HIV status. Not HIV serosorting was reported more frequently among HIV-positive individuals (76%, P < 0.001). Three hundred two participants (46%) were aware of HCV, awareness being higher among clinic than meeting area participants (49% vs. 33%, P = 0.04). One individual (of 654; 0.2%), with a negative HIV test result 18 months previously was newly diagnosed as being HCV positive on rapid testing. CONCLUSIONS: In this sample of predominantly HIV-negative MSM, half the participants were aware of HCV and HCV seroprevalence was low. However, high rates of UAI and of UAI without HIV serosorting were reported. Given the increasing incidence of HCV among HIV-positive men, we propose that HCV counseling should be offered to MSM regardless of HIV status, with testing offered to those at high risk.