Diseño para fabricación digital: definición unívoca entre forma y fabricación en arquitectura

La presente investigación se inicia planteando el objetivo de identificar los parámetros geométricos que son exclusivos del proceso de generación de la Forma y relacionarlos con los invariantes relacionados con la Fabricación digital aplicada a la Arquitectura. Con ello se pretende recuperar la geometría como herramienta principal del proceso de Proyecto ampliando su ámbito de actuación al encontrar una relación con los procesos de fabricación digital. El primer capítulo describe los antecedentes y contexto histórico centrándose especialmente en la influencia de la capacidad de definir geometrías complejas digitalmente mediante la aplicación de algoritmos. En los primeros ejemplos la aproximación del Arquitecto a proyectos con geometrías complejas no euclídeas aún se emplea sin precisión en la comunicación de la geometría ideada para su puesta en obra. Las técnicas constructivas obligan a asumir una tolerancia de desviación entre proyecto y obra y la previsión del comportamiento de esa geometría no permite asegurar su comportamiento final. No será hasta la introducción de herramientas CAD en el proceso de ideación arquitectónica cuando el Arquitecto se capacite para generar geometrías no representables de forma analógica. Sin embargo, la imposibilidad de trasladar la geometría proyectada a la praxis constructiva impedirá la plasmación de un proceso completo, salvo en las contadas ocasiones que se recogen en este texto. “El análisis cronológico de las referencias establece como aspecto esencial para la construcción de geometrías complejas la capacidad primero para definir y comunicar de forma precisa e inequívoca la geometría y después la capacidad de analizar el desempeño prestacional de dicha propuesta geométrica”. La presente investigación se inicia planteando el objetivo de identificar los parámetros geométricos que son exclusivos del proceso de generación de la Forma y relacionarlos con los invariantes relacionados con la Fabricación digital aplicada a la Arquitectura. Con ello se pretende recuperar la geometría como herramienta principal del proceso de Proyecto ampliando su ámbito de actuación al encontrar una relación con los procesos de fabricación digital. El primer capítulo describe los antecedentes y contexto histórico centrándose especialmente en la influencia de la capacidad de definir geometrías complejas digitalmente mediante la aplicación de algoritmos. En los primeros ejemplos la aproximación del Arquitecto a proyectos con geometrías complejas no euclídeas aún se emplea sin precisión en la comunicación de la geometría ideada para su puesta en obra. Las técnicas constructivas obligan a asumir una tolerancia de desviación entre proyecto y obra y la previsión del comportamiento de esa geometría no permite asegurar su comportamiento final. No será hasta la introducción de herramientas CAD en el proceso de ideación arquitectónica cuando el Arquitecto se capacite para generar geometrías no representables de forma analógica. Sin embargo, la imposibilidad de trasladar la geometría proyectada a la praxis constructiva impedirá la plasmación de un proceso completo, salvo en las contadas ocasiones que se recogen en este texto. “El análisis cronológico de las referencias establece como aspecto esencial para la construcción de geometrías complejas la capacidad primero para definir y comunicar de forma precisa e inequívoca la geometría y después la capacidad de analizar el desempeño prestacional de dicha propuesta geométrica”. Establecida la primera conclusión, el capítulo de contexto histórico continúa enfocándose sobre la aplicación de las técnicas digitales en el Proceso de proyecto primero, y en la puesta en obra después. Los casos de estudio identifican claramente como un punto de inflexión para la generación de formas complejas mediante un software CAD el Museo Guggenheim de Bilbao en 1992. El motivo esencial para elegir este proyecto como el primer proyecto digital es el uso de la herramienta de definición digital de la geometría para su reproducción inequívoca en obra. “La revolución digital ha aportado al Arquitecto la posibilidad de abandonar las tipologías arquitectónicas basados en restricciones geométricas-constructivas. La aplicación de técnicas de fabricación digital ha permitido la capacidad de diseñar con independencia del sistema constructivo y libertad formal. En este nuevo contexto las prestaciones suponen los nuevos límites conceptuales, ya que el acceso y disposición de la información del comportamiento de las alternativas que cada geometría conlleva demanda del Arquitecto la jerarquización de los objetivos y la formulación en un conjunto coherente de parámetros”. Los proyectos que emplean herramientas digitales para la resolución de las distintas etapas del proceso proyectual se verán incrementados de forma exponencial desde 1992 hasta nuestros días. A pesar del importante auge de las técnicas de diseño asistido por ordenador el principal desafío sigue siendo la vinculación de las geometrías y materiales propuestos con las capacidades de las técnicas de manufactura y puesta en obra. El proceso de diseño para fabricación en un entorno digital es una tecnología madura en otras industrias como la aeroespacial o la automovilística, incluso la de productos de consumo y decoración, sin embargo en el sector de Construcción es un sistema inmaduro e inconexo. Las particularidades de la industria de la construcción aún no han sido abordadas en su totalidad y las propuestas de investigación realizadas en este ámbito se han centrado hasta 2015 en partes del proceso y no en el proceso total. “El principal obstáculo para la estandarización e implantación globalizada de un proceso digital desde el origen de la forma hasta la construcción es la inexistencia de un protocolo integrado que integre las limitaciones de fabricación, económicas y de puesta en obra junto a la evaluación de desempeño prestacional durante la fases iniciales de proyecto”. En el capítulo número 3 se estudian los distintos procesos de generación de la forma. Se propone una definición específica para el ámbito de la investigación de “forma” en el entendemos que se incluye la envolvente exterior y el conjunto organizativo de espacios interiores conectados. Por lo tanto no es excluyente del interior. El objetivo de este estudio es analizar y clasificar los procesos para la generación digital de formas en los distintos proyectos seleccionados como emblemáticos de cada tipología. Se concluye que la aproximación a este proceso es muy variada y compleja, con aplicación segregada y descoordinada entre los distintos agentes que han intervenir. En un proceso de generación formal analógico los parámetros que intervienen son en parte conscientes y en parte inconscientes o aprendidos. El Arquitecto sólo tiene control sobre la parte consciente de los parámetros a integrar en el diseño, de acuerdo a sus conocimientos y capacidades será capaz de manejar un número limitado de parámetros. La parte aprendida permanece en el inconsciente y dirige el proceso analógico, aportando prejuicios estéticos incorporados durante el proceso formativo y propio del entorno cultural. “El empleo de herramientas digitales basadas en la evaluación prestacional durante el proceso de selección formal permite al Arquitecto conocer “en tiempo real” el desempeño en el conjunto de prestaciones evaluadoras del conjunto de alternativas geométricas a la propuesta previamente definida por la intuición arquitectónica. El proceso definido no persigue identificar una solución óptima sino asistir al Arquitecto en el proceso de generación de la forma mediante la evaluación continua de los vectores direccionales más idóneos que el procedimiento generativo plantea”. La definición de complejidad en generación y producción de formas en relación con el proceso de diseño digital paramétrico global o integrado, es esencial para establecer un protocolo que optimice su gestión. “Se propone como definición de complejidad como factor resultante de multiplicar el número de agentes intervinientes por el número de parámetros e interacciones comunes que intervienen en el proceso de generación de la forma, dividido por la complejidad de intercambio de información digital desde el origen hasta la fase de fabricación y construcción”. Una vez analizados los procesos de generación digital de Arquitectura se propone identificar los parámetros geométricos que definen el proceso de Diseño digital, entendiendose por Diseño el proceso que engloba desde la proposición de una forma inicial basada en la intuición del Arquitecto, la generación y evaluación de variantes y posterior definición digital para producción, tanto de un objeto, un sistema o de la totalidad del Proyecto. En la actualidad el proceso de Diseño es discontinuo y lineal organizandose los parámetros por disciplinas en las que está estructurada las atribuciones profesionales en la industria de la construcción. Para simplificar la identificación y listado se han agrupado siguiendo estos grupos de conocimiento. Entendemos parametros invariables aquellos que son independientes de Tipologías arquitectónicas o que dependen del mismo proceso de generación de la Forma. “El listado de los parámetros que intervienen en un proceso de generación formal es una abstracción de una realidad compleja. La parametrización de las decisiones que intervienen en la selección de una forma determinada mediante “well defined problems” es imposible. El proceso que esta tesis describe entiende esta condición como un elemento que pone en valor el propio procedimiento generativo por la riqueza que la subjetividad que el equipo de diseño aporta”. La segunda parte esencial de esta investigación pretende extraer las restricciones propias del estado del arte de la fabricación digital para posteriormente incorporarlos en los procesos digitales de definición de la Forma arquitectónica. “La integración de las restricciones derivadas de las técnicas de fabricación y construcción digitales en el proceso de generación de formas desde el ámbito de la Arquitectura debe referirse a los condicionantes geométricos asociados a cada sistema constructivo, material y técnica de fabricación. La geometría es además el vínculo que permite asociar el conjunto de parámetros prestacionales seleccionados para un Proyecto con los sistemas de fabricación digital”. A estos condicionantes geométricos obtenidos del análisis de cada sistema de fabricación digital se les ha denominado “invariantes geométricos”. Bajo este término se engloban tanto límites dimensionales de fabricación, como materiales compatibles, tolerancias de manufactura e instalación y cualidades prestacionales asociadas. El objetivo de esta propuesta es emplear la geometría, herramienta fundamental y propia del Arquitecto, como nexo de unión entre el conjunto complejo y heterogéneo de parámetros previamente listados y analizados. Para ello se han simplificado en tablas específicas para cada parámetro prestacional los condicionantes geométricos que se derivan de los Sistemas de fabricación digital compatibles (ver apéndice 1). El estudio y evaluación de las capacidades y objetivos de las distintas plataformas de software disponibles y de las experiencias profesionales evaluadas en los proyectos presentados, permiten concluir que la propuesta de plataforma digital de diseño integral multi-paramétrico de formas arquitectónicas requiere de un protocolo de interoperatibilidad específico aún no universalmente establecido. Actualmente el enfoque de la estrategia para normalizar y universalizar el contexto normativo para regular la interoperatibilidad se centra en figura del gestor denominado “BIM manager”. Las atribuciones y roles de esta figura se enfocan a la gestión del continente y no del contenido (Definición de los formatos de intercambio, niveles de desarrollo (LOD) de los componentes o conjuntos constructivos, detección de interferencias y documentación del propio modelo). Siendo este ámbito un desarrollo necesario para la propuesta de universalización del sistema de diseño para fabricación digital integrado, la presente investigación aporta un organigrama y protocolo asociado. El protocolo: 1. Establece la responsabilidad de identificar y definir la Información que debe determinar el proceso de generación y desarrollo de la forma arquitectónica. 2. Define la forma digital apropiada para generar la geometría del Proyecto, incluyendo la precisión necesaria para cada componente y el nivel de detalle necesario para su exportación inequívoca al proceso de fabricación. 3. Define el tempo de cada etapa de diseño identificando un nivel de detalle acorde. 4. Acopla este organigrama dentro de las estructuras nuevas que se proponen en un entorno BIM para asegurar que no se producen solapes o vacíos con las atribuciones que se identifican para el BIM Manager. “El Arquitecto debe dirigir el protocolo de generación coordinada con los sistemas de producción digital para conseguir que la integración completa. El protocolo debe asistir al proceso de generación de forma mediante la evaluación del desempeño prestacional de cada variante en tiempo real. La comunicación entre herramientas digitales es esencial para permitir una ágil transmisión de información. Es necesario establecer un protocolo adaptado a los objetivos y las necesidades operativas de cada proyecto ya que la estandarización de un protocolo único no es posible”. Una decisión estratégica a la hora de planificar una plataforma de diseño digital común es establecer si vamos a optar por un Modelo digital único o diversos Modelos digitales federados. Cada uno de los modos de trabajo tiene fortalezas y debilidades, no obstante en el ámbito de investigación se ha concluido que un proceso integrado de Diseño que incorpore la evaluación prestacional y conceptual definida en el Capítulo 3, requiere necesariamente de varios modelos de software distintos que han de relacionarse entre sí mediante un protocolo de comunicación automatizado. Una plataforma basada en un modelo federado consiste en establecer un protocolo de comunicación entre los programas informáticos empleados por cada disciplina. En este modelo de operación cada equipo de diseño debe establecer las bases de comunicación en función del número y tipo de programas y procesos digitales a emplear. En esta investigación se propone un protocolo basado en los estándares de intercambio de información que estructura cualquier proceso de generación de forma paramétrico “La investigación establece el empleo de algoritmos evolutivos como el sistema actual óptimo para desarrollar un proceso de generación de formas basadas en la integración y coordinación de invariantes geométricos derivados de un conjunto de objetivos prestacionales y constructivos. No obstante, para la aplicación en el caso práctico realizado se ha podido verificar que la evaluación del desempeño aún no puede realizarse en una única herramienta y por lo tanto el proceso de selección de las variantes genéticas óptimas ha de ejecutarse de forma manual y acumulativa. El proceso debe realizarse de manera federada para la selección evolutiva de los invariantes geométricos dimensionales”. La evaluación del protocolo de integración y los condicionantes geométricos obtenidos como parámetros geométricos que controlan las posibles formas compatibles se realiza mediante su aplicación en un caso práctico. El ejercicio simula la colaboración multidisciplinar con modelos federados de plataformas distintas. La elección del tamaño y complejidad constructiva del proyecto se ha modulado para poder alcanzar un desarrollo completo de cada uno de los parámetros prestacionales seleccionados. Continuando con el mismo objetivo propuesto para los parámetros prestacionales, la tipología constructiva-estructural seleccionada para el ejercicio permite la aplicación la totalidad de invariantes geométricos asociados. El objetivo de este caso práctico es evaluar la capacidad alterar la forma inicialmente propuesta mediante la evaluación del desempeño prestacional de conjunto de variantes geométricas generadas a partir de un parámetro dimensional determinado. Para que este proceso tenga sentido, cada una de las variantes debe ser previamente validada conforme a las limitaciones geométricas propias de cada sistema de fabricación y montaje previstos. El interés de las conclusiones obtenidas es la identificación de una variante geométrica distante a la solución simétrica inicialmente como la solución óptima para el conjunto de parámetros seleccionados. Al tiempo se ha comprobado como la participación de un conjunto de parámetros multi-disciplinares que representan la realidad compleja de los objetivos arquitectónicos favorecen la aparición de variaciones genéticas con prestaciones mejoradas a la intuición inicial. “La herencias tipológicas suponen un límite para la imaginación de variantes formales al proceso de ideación arquitectónica. El ejercicio realizado demuestra que incluso en casos donde aparentemente la solución óptima aparenta ser obvia una variante aleatoria puede mejorar su desempeño global. La posibilidad de conocer las condiciones geométricas de las técnicas de fabricación digital compatibles con el conjunto de parámetros seleccionados por el Arquitecto para dirigir el proceso asegura que los resultados del algoritmo evolutivo empleado sean constructivamente viables. La mejora de imaginación humana con la aportación de geometrías realmente construibles supone el objetivo último de esta tesis”. ABSTRACT Architectural form generation process is shifting from analogical to digital. Digital technology has changed the way we design empowering Architects and Engineers to precisely define any complex geometry envisioned. At the same time, the construction industry, following aeronautical and automotive industries, is implementing digital manufacturing techniques to improve efficiency and quality. Consequently construction complexity will no longer be related to geometry complexity and it is associated to coordination with digital manufacturing capacities. Unfortunately it is agreed that non-standard geometries, even when proposed with performance optimization criteria, are only suitable for projects with non-restricted budgets. Furthemore, the lack of coordinated exportation protocol and geometry management between design and construction is avoiding the globalization of emergence process in built projects Present research first objective is to identify exclusive form-generation parameters related to digital manufacturing geometrical restraints. The intention was to use geometry as the form-generation tool and integrate the digital manufacturing capacities at first stages of the project. The first chapter of this text describes the investigation historical context focusing on the influence between accurate geometry definition at non-standard forms and its construction. At first examples of non-Euclidean geometries built the communication between design and construction were based on analogical partial and imprecise documentation. Deficient communication leads to geometry adaptation on site leaving the final form uncontrolled by the Architect. Computer Aided Design enable Architects to define univocally complex geometries that previously where impossible to communicate. “The univocally definition of the Form, and communication between design and construction is essential for complex geometry Projects”. The second chapter is focused on digital technologies application in form finding process and site construction. The case studies selected identifies a clear inflexion node at 1992 with the Guggenheim Museum in Bilbao. The singularity of this project was the use of Aeronautics software to define digitally the external envelope complex geometry to enable the contractor to build it. “The digital revolution has given the Architect the capacity to design buildings beyond the architectural archetypes driven by geometric-constructive limitations. The application of digital manufacturing techniques has enabled a free-form construction without geometrical limitations. In this new context performance shall be the responsible to set new conceptual boundaries, since the behavior of each possible geometry can be compare and analyze beforehand. The role of the Architect is to prioritize the performance and architectural objectives of each project in a complete and coherent set of parameters”. Projects using digital tools for solving various stages of the design process were increased exponentially since 1992 until today. Despite the significant rise of the techniques of computer-aided design the main challenge remains linking geometries and materials proposed at each design with the capabilities of digital manufacturing techniques. Design for manufacturing in a digital environment is a mature technology in other industries such as aerospace and automotive, including consumer products and decoration, but in the construction sector is an immature and disjointed system. The peculiarities of the construction industry have not yet been addressed in its entirety and research proposals made in this area until 2015 have focused in separate parts of the process and not the total process. “The main obstacle to global standardization and implementation of a complete digital process from the form-finding to construction site is the lack of an integrated protocol that integrates manufacturing, economic and commissioning limitations, together with the performance evaluation of each possible form”. The different form generation processes are studied at chapter number 3. At the introduction of this chapter there is a specific definition of "form" for the research field. Form is identified with the outer envelope geometry, including the organizational set of connected indoor spaces connected to it. Therefore it is not exclusive of the interior. The aim of this study is to analyze and classify the main digital form generation processes using different selected projects as emblematic of each type. The approach to this process is complex, with segregated and uncoordinated different actors have to intervene application. In an analogical form-generation process parameters involved are partly conscious and partly unconscious or learned. The architect has control only over limited part of the parameters to be integrated into the design, according to their knowledge and. There is also a learned aesthetical prejudice that leads the form generation process to a specific geometry leaving the performance and optimization criteria apart from the decision making process. “Using performance evaluation digital tools during form finding process provides real-time comparative information to the Architect enabling geometry selection based on its performance. The generative form generation process described at this document does not ambition to identify the optimum geometry for each set of parameters. The objective is to provide quick information at each generation of what direction is most favorable for the performance parameters selected”. Manufacturing complexity definition in relation to a global and integral process of digital design for manufacture is essential for establishing an efficient managing protocol. “The definition of complexity associated to design for production in Architecture is proposed as the factor between number of different agents involved in the process by the number of interactions required between them, divided by the percentage of the interchange of information that is standardized and proof of information loss”. Design in architecture is a multi-objective process by definition. Therefore, addressing generation process linked to a set of non-coherent parameters requires the selection of adequate generative algorithm and the interaction of the architect. During the second half of the twentieth century and early twenty-first century it have been developed various mathematical algorithms for multi-parametric digital design. Heuristic algorithms are the most adequate algorithms for architectural projects due to its nature. The advantage of such algorithms is the ability to efficiently handle large scale optimization cases where a large number of design objectives and variables are involved. These generative processes do not pursue the optimum solution, in fact it will be impossible to proof with such algorithm. This is not a problem in architectural design where the final goal is to guide the form finding process towards a better performance within the initial direction provided by the architect. This research has focused on genetic algorithms due to its capacity to generate geometric alternatives in multiple directions and evaluate the fitness against a set of parameters specified in a single process. "Any protocol seeks to achieve standardization. The design to manufacturing protocol aims to provide a coordinated and coherent form generation process between a set of design parameters and the geometrical requirements of manufacturing technique. The protocol also provides an information exchange environment where there is a communication path and the level of information is ensured. The research is focused on the process because it is considered that each project will have its own singularities and parameters but the process will stay the same. Again the development of a specific tool is not a goal for the research, the intention is to provide an open source protocol that is valid for any set of tools”. Once the digital generation processes are being analized and classified, the next step is to identify the geometric parameters that define the digital design process. The definition of design process is including from the initial shape proposal based on the intuition of the architect to the generation, evaluation, selection and production of alternatives, both of an object , system or of the entire project . The current design process in Architecture is discontinuous and linear, dividing the process in disciplines in which the construction industry is structured. The proposal is to unify all relevant parameters in one process. The parameters are listed in groups of knowledge for internal classification but the matrix used for parameter relationship determination are combined. “A multi-parameter determination of the form-finding process is the integration all the measurable decisions laying behind Architect intuition. It is not possible to formulate and solve with an algorithm the design in Architecture. It is not the intention to do so with the proposal of this research. The process aims to integrate in one open protocol a selection of parameters by using geometry as common language. There is no optimum solution for any step of the process, the outcome is an evaluation of performance of all the form variations to assist the Architect for the selection of the preferable solution for the project”. The research follows with the geometrical restrictions of today Digital manufacturing techniques. Once determined it has been integrated in the form-finding process. “Digital manufacturing techniques are integrated in the form-finding process using geometry as common language. Geometric restraints define the boundary for performance parametric form-finding process. Geometrical limitations are classified by material and constructive system”. Choose between one digital model or several federate models is a strategic decision at planning a digital design for manufacturing protocol. Each one of the working models have strengths and weakens, nevertheless for the research purposes federated models are required to manage the different performance evaluation software platforms. A protocol based on federated models shall establish a communication process between software platforms and consultants. The manager shall integrate each discipline requirements defining the communication basis. The proposed protocol is based on standards on information exchange with singularities of the digital manufacturing industry. “The research concludes evolutionary algorithms as current best system to develop a generative form finding process based on the integration and coordination of a set of performance and constructive objectives. However, for application in professional practice and standardize it, the performance evaluation cannot be done in only one tool and therefore the selection of optimal genetic variants must be run in several iterations with a cumulative result. Consequently, the evaluation process within the geometrical restraints shall be carried out with federated models coordinated following the information exchange protocol”. The integration protocol and geometric constraints evaluation is done by applying in a practical case study. The exercise simulates multidisciplinary collaboration across software platforms with federated models. The choice of size and construction complexity of the project has been modulated to achieve the full development of each of the parameters selected. Continuing with the same objective proposed for the performance parameters the constructive and structural type selected for the exercise allows the application all geometric invariants associated to the set of parameters selected. The main goal of the case study is to proof the capacity of the manufacturing integrated form finding process to generate geometric alternatives to initial form with performance improved and following the restrictions determined by the compatible digital manufacturing technologies. The process is to be divided in consecutive analysis each one limited by the geometrical conditions and integrated in a overall evaluation. The interest of this process is the result of a non-intuitive form that performs better than a double symmetrical form. The second conclusion is that one parameter evaluation alone will not justify the exploration of complex geometry variations, but when there is a set of parameters with multidisciplinary approach then the less obvious solution emerge as the better performing form. “Architectural typologies impose limitation for Architects capacity to imagine formal variations. The case study and the research conclusions proof that even in situations where the intuitive solution apparently is the optimum solution, random variations can perform better when integrating all parameters evaluation. The capacity of foreseing the geometrical properties linking each design parameter with compatible manufacturing technologies ensure the result of the form-finding process to be constructively viable. Finally, the propose of a complete process where the geometry alternatives are generated beyond the Architect intuition and performance evaluated by a set of parameters previously selected and coordinated with the manufacturing requirements is the final objective of the Thesis”.

Bola na rede: uma análise das estratégias comunicacionais de empresas esportivas no ambiente digital conectado

O uso das mídias sociais digitais como meio de divulgação de produtos, serviços e conteúdos organizacionais tem crescido nas últimas décadas e ganhou especial atenção nos planejamentos de comunicação organizacional e nos estudos acadêmicos sobre o tema. Nesse sentido, o segmento de empresas esportivas atua com destaque, despertando o interesse e a empatia do consumidor. Por meio de análise bibliográfica e estudo empírico, esta pesquisa teve como objetivo investigar as ações de comunicação mercadológica do segmento esportivo no ambiente digital conectado, através de um estudo de caso múltiplo das empresas Nike e Adidas. Para a obtenção dos dados, foram realizadas entrevistas em profundidade com profissionais do mercado e aplicado um protocolo de investigação de redes sociais digitais nos perfis das duas empresas. Após a coleta dos dados, estes foram analisados à luz das teorias estudadas nos capítulos iniciais (que abordaram temas como comunicação organizacional, comunicação digital, esporte e comunicação esportiva), e foi possível concluir, entre outros pontos, que, no universo do segmento esportivo, a comunicação digital conectada não prioriza o diálogo com seus públicos de interesse, sendo essencialmente baseada na divulgação unilateral de conteúdos, nem tampouco explora a potencialidade de cada uma das plataformas digitais disponíveis, replicando conteúdos em diferentes ambientes. Ficou evidente, também, o uso dos elementos constituintes do universo esportivo como argumentos estratégicos de comunicação das empresas, decorrente de sua capacidade de estreitar os laços relacionais com os públicos de interesse, por meio de seus apelos simbólicos de fácil identificação social

E-CRM e a influência da digital analytics.

O mercado consumidor passou por diversas transformações ao longo do tempo devido principalmente à evolução tecnológica. A evolução tecnológica proporcionou ao consumidor a possibilidade de escolher por produtos e marcas, e permite a oportunidade de colaborar e influenciar a opinião de outros consumidores através do compartilhamento de experiências, principalmente através da utilização de plataformas digitais. O CRM (gerenciamento do relacionamento com o consumidor) é a forma utilizada pelas empresas para conhecerem o consumidor e criar um relacionamento satisfatório entre empresa e consumidor. Esse relacionamento tem o intuito de satisfazer e fidelizar o consumidor, evitando que ele deixe de consumir a marca e evitando que ele influencie negativamente outros consumidores. O e-CRM é o gerenciamento eletrônico do relacionamento com o consumidor, que possui todas as tradicionais características do CRM, porém com o incremento do ambiente digital. O ambiente digital diminuiu a distância entre pessoas e empresas e se tornou um meio colaborativo de baixo custo de interação com o consumidor. Por outro lado, este é um meio onde o consumidor deixa de ser passivo e se torna ativo, o que o torna capaz de influenciar não só um pequeno grupo de amigos, mas toda uma rede de consumidores. A digital analytics é a medição, coleta, análise e elaboração de relatórios de dados digitais para os propósitos de entendimento e otimização da performance em negócios. A utilização de dados digitais auxilia no desenvolvimento do e-CRM através da compreensão do comportamento do consumidor em um ambiente onde o consumidor é ativo. O ambiente digital permite um conhecimento mais detalhado dos consumidores, baseado não somente nos hábitos de compra, mas também nos interesses e interações. Este estudo tem como objetivo principal compreender como as empresas aplicam os conceitos do e-CRM em suas estratégias de negócios, compreendendo de que forma a digital analytics contribui para o desenvolvimento do e-CRM, e compreendendo como os fatores críticos de sucesso (humano, tecnológico e estratégico) impactam na implantação e desenvolvimento do e-CRM. Quatro empresas de diferentes segmentos foram estudadas através da aplicação de estudo de caso. As empresas buscam cada vez mais explorar as estratégias de e-CRM no ambiente digital, porém existem limitações identificadas devido à captação, armazenamento e análise de informações multicanais, principalmente considerando os canais digitais. Outros fatores como o apoio da alta direção e a compreensão de funcionários para lidar com estratégias focadas no consumidor único também foram identificados neste estudo. O estudo foi capaz de identificar as informações mais relevantes para a geração de estratégias de gerenciamento eletrônico do relacionamento com o consumidor e identificou os aspectos mais relevantes dos fatores críticos de sucesso.

Development of a digital tool to overcome the challenges of rural food SMEs

It has been recognised that throughout the UK, rural economies have a significant potential for growth but despite the potential for growth, many rural businesses face barriers that prohibit their expansion. In this study, we focus on one particular group of rural small- to medium-sized enterprises (SMEs): food and drink producers. Through user engagement activities, we identify the issues and needs associated with distributing products to the market, in order to understand the main issues which prevent rural food and drink SMEs from expansion, and to establish the requirements for a digital solution to this challenge.

Correlation of detector dog alerts to cocaine decomposition products found in illicit forensic specimens

The volatile chemicals which comprise the odor of the illicit drug cocaine have been analyzed by adsorption onto activated charcoal followed by solvent elution and GC/MS analysis. A series of field tests have been performed to determine the dominant odor compound to which dogs alert. All of our data to date indicate that the dominant odor is due to the presence of methyl benzoate which is associated with the cocaine, rather than the cocaine itself. When methyl benzoate and cocaine are spiked onto U.S. currency, the threshold level of methyl benzoate required for a canine to signal an alert is typically 1-10 $\mu$g. Humans have been shown to have a sensitivity similar to dogs for methyl benzoate but with poorer selectivity/reliability. The dominant decomposition pathway for cocaine has been evaluated at elevated temperatures (up to 280$\sp\circ$C). Benzoic acid, but no detectable methyl benzoate, is formed. Solvent extraction and SFE were used to study the recovery of cocaine from U.S. currency. The amount of cocaine which could be recovered was found to decrease with time. ^

Identification and characterization of interfering products in fire debris analysis

The purpose of this research was to study interfering products in fire debris analysis, including their identification and characterization. Different substrates were classified, burned, extracted and analyzed in order to identify all the interfering products that they may release. It has been shown that these products come from three different sources: substrate background products, pyrolysis products and possibly combustion products. Different parameters in the creation of these products were evaluated such as the extinguishment process as well as the weathering of the sample prior to the analysis. It has been shown that the presence of these products is not always constant and thus, makes it difficult to extrapolate data to similar cases. Furthermore, some of these products are similar to the ones found in ignitable liquids. Finally, it shows one more time how important it is to collect and analyze control samples in fire debris analysis. ^

Titanium dioxide photocatalytic degradation of aliphatic ethers and their primary oxidation products

Two studies were performed to obtain fundamental mechanistic information on the TiO2 catalyzed degradation of organic substrates irradiated at 350 nm in dilute aqueous solutions under oxygenated conditions: (a) The photodecomposition of methyl tert-butyl ether (MTBE) and its intermediate products from β-oxidation, 2-methoxy-2-methylpropanol and 2-methoxy-2-methylpropanol. (b) The photodecomposition of two haloethers, bis-(2-chloroethyl) ether, and bis-(2-chloroisopropyl) ether. Controls were carried out throughout the two studies in the absence of light, and without the semiconductor in order to evaluate the role of photolysis. ^ The syntheses of proposed intermediate products, 2-methoxy-2-methylpropanol, 2-methoxy-2-methylpropanal, 2-methoxy-2-methylpropanoic acid, 2-chloroethyl formate, and 1-chloro-2-propyl acetate, were performed. The formation of these products in the titanium dioxide photocatalytic oxidation of the substrates of interest was also confirmed. TiO2 photocatalysis is a very effective method for the mineralization of aliphatic ethers and their primary oxidation products. ^

Bioinformatic analysis for exploring relationships between genes and gene products

To carry out their specific roles in the cell, genes and gene products often work together in groups, forming many relationships among themselves and with other molecules. Such relationships include physical protein-protein interaction relationships, regulatory relationships, metabolic relationships, genetic relationships, and much more. With advances in science and technology, some high throughput technologies have been developed to simultaneously detect tens of thousands of pairwise protein-protein interactions and protein-DNA interactions. However, the data generated by high throughput methods are prone to noise. Furthermore, the technology itself has its limitations, and cannot detect all kinds of relationships between genes and their products. Thus there is a pressing need to investigate all kinds of relationships and their roles in a living system using bioinformatic approaches, and is a central challenge in Computational Biology and Systems Biology. This dissertation focuses on exploring relationships between genes and gene products using bioinformatic approaches. Specifically, we consider problems related to regulatory relationships, protein-protein interactions, and semantic relationships between genes. A regulatory element is an important pattern or "signal", often located in the promoter of a gene, which is used in the process of turning a gene "on" or "off". Predicting regulatory elements is a key step in exploring the regulatory relationships between genes and gene products. In this dissertation, we consider the problem of improving the prediction of regulatory elements by using comparative genomics data. With regard to protein-protein interactions, we have developed bioinformatics techniques to estimate support for the data on these interactions. While protein-protein interactions and regulatory relationships can be detected by high throughput biological techniques, there is another type of relationship called semantic relationship that cannot be detected by a single technique, but can be inferred using multiple sources of biological data. The contributions of this thesis involved the development and application of a set of bioinformatic approaches that address the challenges mentioned above. These included (i) an EM-based algorithm that improves the prediction of regulatory elements using comparative genomics data, (ii) an approach for estimating the support of protein-protein interaction data, with application to functional annotation of genes, (iii) a novel method for inferring functional network of genes, and (iv) techniques for clustering genes using multi-source data.

Assessment of the occurrence and potential effects of pharmaceuticals and personal care products in South Florida waters and sediments

A LLE-GC-MS method was developed to detect PPCPs in surface water samples from Big Cypress National Park, Everglades National Park and Biscayne National Park in South Florida. The most frequently found PPCPs were caffeine, DEET and triclosan with detected maximum concentration of 169 ng/L, 27.9 ng/L and 10.9 ng/L, respectively. The detection frequencies of hormones were less than PPCPs. Detected maximal concentrations of estrone, 17β-estradiol, coprostan-3-ol, coprostane and coprostan-3-one were 5.98 ng/L, 3.34 ng/L, 16.5 ng/L, 13.5 ng/L and 6.79 ng/L, respectively. An ASE-SPE-GC-MS method was developed and applied to the analysis of the sediment and soil area where reclaimed water was used for irrigation. Most analytes were below detection limits, even though some of analytes were detected in the reclaimed water at relatively high concentrations corroborating the fact that PPCPs do not significantly partition to mineral phases. An online SPE-HPLC-APPI-MS/MS method and an online SPE-HPLC-HESI-MS/MS method were developed to analyze reclaimed water and drinking water samples. In the reclaimed water study, reclaimed water samples were collected from the sprinkler for a year-long period at Florida International University Biscayne Bay Campus, where reclaimed water was reused for irrigation. Analysis results showed that several analytes were continuously detected in all reclaimed water samples. Coprostanol, bisphenol A and DEET's maximum concentration exceeded 10 μg/L (ppb). The four most frequently detected compounds were diphenhydramine (100%), DEET (98%), atenolol (98%) and carbamazepine (96%). In the study of drinking water, 54 tap water samples were collected from the Miami-Dade area. The maximum concentrations of salicylic acid, ibuprofen and DEET were 521 ng/L, 301 ng/L and 290 ng/L, respectively. The three most frequently detected compounds were DEET (93%), carbamazepine (43%) and salicylic acid (37%), respectively. Because the source of drinking water in Miami-Dade County is the relatively pristine Biscayne aquifer, these findings suggest the presence of wastewater intrusions into the delivery system or the onset of direct influence of surface waters into the shallow aquifer.

Development, validation and uncertainty analysis of quantitative structure and activity relationship models for Log P of disinfection by -products

Hydrophobicity as measured by Log P is an important molecular property related to toxicity and carcinogenicity. With increasing public health concerns for the effects of Disinfection By-Products (DBPs), there are considerable benefits in developing Quantitative Structure and Activity Relationship (QSAR) models capable of accurately predicting Log P. In this research, Log P values of 173 DBP compounds in 6 functional classes were used to develop QSAR models, by applying 3 molecular descriptors, namely, Energy of the Lowest Unoccupied Molecular Orbital (ELUMO), Number of Chlorine (NCl) and Number of Carbon (NC) by Multiple Linear Regression (MLR) analysis. The QSAR models developed were validated based on the Organization for Economic Co-operation and Development (OECD) principles. The model Applicability Domain (AD) and mechanistic interpretation were explored. Considering the very complex nature of DBPs, the established QSAR models performed very well with respect to goodness-of-fit, robustness and predictability. The predicted values of Log P of DBPs by the QSAR models were found to be significant with a correlation coefficient R2 from 81% to 98%. The Leverage Approach by Williams Plot was applied to detect and remove outliers, consequently increasing R 2 by approximately 2% to 13% for different DBP classes. The developed QSAR models were statistically validated for their predictive power by the Leave-One-Out (LOO) and Leave-Many-Out (LMO) cross validation methods. Finally, Monte Carlo simulation was used to assess the variations and inherent uncertainties in the QSAR models of Log P and determine the most influential parameters in connection with Log P prediction. The developed QSAR models in this dissertation will have a broad applicability domain because the research data set covered six out of eight common DBP classes, including halogenated alkane, halogenated alkene, halogenated aromatic, halogenated aldehyde, halogenated ketone, and halogenated carboxylic acid, which have been brought to the attention of regulatory agencies in recent years. Furthermore, the QSAR models are suitable to be used for prediction of similar DBP compounds within the same applicability domain. The selection and integration of various methodologies developed in this research may also benefit future research in similar fields.

Chlorine contribution to quantitative structure and activity relationship models of disinfection by -products' quantum chemical descriptors and toxicities

Quantitative Structure-Activity Relationship (QSAR) has been applied extensively in predicting toxicity of Disinfection By-Products (DBPs) in drinking water. Among many toxicological properties, acute and chronic toxicities of DBPs have been widely used in health risk assessment of DBPs. These toxicities are correlated with molecular properties, which are usually correlated with molecular descriptors. The primary goals of this thesis are: (1) to investigate the effects of molecular descriptors (e.g., chlorine number) on molecular properties such as energy of the lowest unoccupied molecular orbital (E LUMO) via QSAR modelling and analysis; (2) to validate the models by using internal and external cross-validation techniques; (3) to quantify the model uncertainties through Taylor and Monte Carlo Simulation. One of the very important ways to predict molecular properties such as ELUMO is using QSAR analysis. In this study, number of chlorine (NCl ) and number of carbon (NC) as well as energy of the highest occupied molecular orbital (EHOMO) are used as molecular descriptors. There are typically three approaches used in QSAR model development: (1) Linear or Multi-linear Regression (MLR); (2) Partial Least Squares (PLS); and (3) Principle Component Regression (PCR). In QSAR analysis, a very critical step is model validation after QSAR models are established and before applying them to toxicity prediction. The DBPs to be studied include five chemical classes: chlorinated alkanes, alkenes, and aromatics. In addition, validated QSARs are developed to describe the toxicity of selected groups (i.e., chloro-alkane and aromatic compounds with a nitro- or cyano group) of DBP chemicals to three types of organisms (e.g., Fish, T. pyriformis, and P.pyosphoreum) based on experimental toxicity data from the literature. The results show that: (1) QSAR models to predict molecular property built by MLR, PLS or PCR can be used either to select valid data points or to eliminate outliers; (2) The Leave-One-Out Cross-Validation procedure by itself is not enough to give a reliable representation of the predictive ability of the QSAR models, however, Leave-Many-Out/K-fold cross-validation and external validation can be applied together to achieve more reliable results; (3) E LUMO are shown to correlate highly with the NCl for several classes of DBPs; and (4) According to uncertainty analysis using Taylor method, the uncertainty of QSAR models is contributed mostly from NCl for all DBP classes.

Antibacterial Activity of Extracellular Products from Cyanobacteria.

Cyanobacteria are photosynthetic prokaryotes that can be found in freshwater and marine environments as well as in soil. These organisms produce a variety of different biologically active compounds exhibiting anti-bacterial, anti-fungal and anti-cancer properties among others. In this study, cyanobacterial isolates were screened for their ability to produce extracellular antibacterial products. Cyanobacteria were isolated from fresh water and soil samples collected in the Pembroke Pines, FL area. Twenty- seven strains of cyanobacteria were isolated belonging to the following genera: Limnothrix, Nostoc, Fischerella, Anabaena, Pseudoanabaena, Lyngbya, Leptolyngbya, Tychonema, and Calothrix. Individual strains were grown in liquid culture in laboratory conditions. Following 14-day cultivation, the culture liquid was filtered and tested for activity against the following bacteria: Escherichia coli, Bacillus megatarium, Staphylococcus aureus, and Micrococcus luteus. Among all genera of cyanobacterial strains tested, Fischerella exhibited the greatest inhibitory activity. An attempt was made to isolate the active compound from the culture liquid of the active strains. Lipophilic extracts from culture liquid were obtained from three selected Fischerella strains. The extracts proved to have varying levels of activity against the tested bacteria. Inhibitory activity from all three Fischerella strains was detected against B. megatarium and M luteus. The only strain that was active against S. aureus was Fischerella sp. 114-12 while none of the extracts showed activity against E. coli. This kind of screening has potential pharmaceutical and agricultural benefits, including possible discovery of novel antibiotics.

The Effect of Natural Products and Small Gtpases in Adipogenesis

Insulin signaling is one of the main initiators of adipogenesis, the conversion from pre-adipocyte to adipocyte or lipid droplet. Rab proteins are the master regulator of intracellular trafficking and endosome fusion in endocytosis, making them potential regulators of insulin signaling in adipogenesis. Pre-adipocytes 3T3-Ll cells expressing several Rab5 constructs were used to examine the effect of dehydroleucodine (DhL ), a sesquiterpene lactone isolated from aerial parts of Artemisia douglasiana Besser. The results obtained identify Rab5 deactivation as a key step for adipogenesis by forming signaling endosomes. The addition of DhL significantly inhibited the lipid droplet accumulation in a dose-dependent manner and dramatically attenuated the synthesis of adipogenic transcriptional factors, C/EBPa and PPARy. Activation of AMPKa, Erk and Akt during adipocytic differentiation was not inhibited by treatment with DhL. This data suggest that DhL has an important role in Rab5 dependent adipogenesis by regulating several transcriptional factors including PP ARy expression, which is known to play an essential role during fat formation.

The non-timber forest products sector in nepal : policy issues in plant conservation and utilization

The non-timber forest products (NTFPs) sector in Nepal is being promoted with the concept of sustainable management as articulated by the Convention on Biological Diversity. To promote and regulate this sector, Nepal adopted the Herbs and NTFP Development Policy in 2004. The goal of this thesis was to assess the effectiveness of this policy along with other forestry and natural resource policies in Nepal concerning the conservation and sustainable use of NTFPs. I conducted open-ended semi-structured interviews with 28 key informants in summer 2006 in Nepal where I also collected relevant documents and publications. I did qualitative analysis of data obtained from interviews and document review. The research found many important issues that need to be addressed to promote the NTFP sector as envisioned by the Government of Nepal. The findings of this research will help to further implement the policy and promote the NTFP sector through sustainable management practices.