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An agent-based fuzzy cognitive map approach to the strategic marketing planning for industrial firms
This is the post-print version of the final paper published in Industrial Marketing Management. The published article is available from the link below. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. Copyright @ 2013 Elsevier B.V.Industrial marketing planning is a typical example of an unstructured decision making problem due to the large number of variables to consider and the uncertainty imposed on those variables. Although abundant studies identified barriers and facilitators of effective industrial marketing planning in practice, the literature still lacks practical tools and methods that marketing managers can use for the task. This paper applies fuzzy cognitive maps (FCM) to industrial marketing planning. In particular, agent based inference method is proposed to overcome dynamic relationships, time lags, and reusability issues of FCM evaluation. MACOM simulator also is developed to help marketing managers conduct what-if scenarios to see the impacts of possible changes on the variables defined in an FCM that represents industrial marketing planning problem. The simulator is applied to an industrial marketing planning problem for a global software service company in South Korea. This study has practical implication as it supports marketing managers for industrial marketing planning that has large number of variables and their cause–effect relationships. It also contributes to FCM theory by providing an agent based method for the inference of FCM. Finally, MACOM also provides academics in the industrial marketing management discipline with a tool for developing and pre-verifying a conceptual model based on qualitative knowledge of marketing practitioners.Ministry of Education, Science and Technology (Korea
S-COL: A Copernican turn for the development of flexibly reusable collaboration scripts
Collaboration scripts are usually implemented as parts of a particular collaborative-learning platform. Therefore, scripts of demonstrated effectiveness are hardly used with learning platforms at other sites, and replication studies are rare. The approach of a platform-independent description language for scripts that allows for easy implementation of the same script on different platforms has not succeeded yet in making the transfer of scripts feasible. We present an alternative solution that treats the problem as a special case of providing support on top of diverse Web pages: In this case, the challenge is to trigger support based on the recognition of a Web page as belonging to a specific type of functionally equivalent pages such as the search query form or the results page of a search engine. The solution suggested has been implemented by means of a tool called S-COL (Scripting for Collaborative Online Learning) and allows for the sustainable development of scripts and scaffolds that can be used with a broad variety of content and platforms. The tool’s functions are described. In order to demonstrate the feasibility and ease of script reuse with S-COL, we describe the flexible re-implementation of a collaboration script for argumentation in S-COL and its adaptation to different learning platforms. To demonstrate that a collaboration script implemented in S-COL can actually foster learning, an empirical study about the effects of a specific script for collaborative online search on learning activities is presented. The further potentials and the limitations of the S-COL approach are discussed
Context-Neutral E-Learning Objects: a tale of Two Projects
We discuss two European projects: eDILEMA, which ended in September 2003 and REPLIKA, which started in October 2003. The primary focus of both projects is e-learning objects. eDILEMA, led by colleagues at Hradec Kralove in the Czech Republic, focused on developing a multi-lingual repository for reusable learning objects, and included initial work on a pattern language to capture good practice in the design and use of learning objects. REPLIKA, led by Trans HEurope, starts with a repository, and focuses on the development of content, particularly in the areas of multimedia and entrepreneurship. We will explore possible HCI learning objects that might be included, such as model or interface simulations, case studies or process models. The project will also explore the use of patterns as a way of capturing our knowledge of successful examples of learning objects in HCI and other areas
Evaluating advanced search interfaces using established information-seeking model
When users have poorly defined or complex goals search interfaces offering only keyword searching facilities provide inadequate support to help them reach their information-seeking objectives. The emergence of interfaces with more advanced capabilities such as faceted browsing and result clustering can go some way to some way toward addressing such problems. The evaluation of these interfaces, however, is challenging since they generally offer diverse and versatile search environments that introduce overwhelming amounts of independent variables to user studies; choosing the interface object as the only independent variable in a study would reveal very little about why one design out-performs another. Nonetheless if we could effectively compare these interfaces we would have a way to determine which was best for a given scenario and begin to learn why. In this article we present a formative framework for the evaluation of advanced search interfaces through the quantification of the strengths and weaknesses of the interfaces in supporting user tactics and varying user conditions. This framework combines established models of users, user needs, and user behaviours to achieve this. The framework is applied to evaluate three search interfaces and demonstrates the potential value of this approach to interactive IR evaluation
Towards a user oriented analytical approach to learning design
The London Pedagogy Planner (LPP) is a prototype for a collaborative online planning and design tool that supports lecturers in developing, analysing and sharing learning designs. The tool is based on a developing model of the components involved in learning design and the critical relationships between them. As a decision tool it makes the pedagogical design explicit as an output from the process, capturing it for testing, redesign, reuse and adaptation by the originator, or by others. The aim is to test the extent to which we can engage lecturers in reflecting on learning design, and make them part of the educational community that discovers how best to use technology‐enhanced learning. This paper describes the development of LPP, presents pedagogical benefits of visual representations of learning designs and proposes an analytical approach to learning design based on these visual representations. The analytical approach is illustrated based on an initial evaluation with a small group of lecturers from two partner institutions
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Proceedings ICPW'07: 2nd International Conference on the Pragmatic Web, 22-23 Oct. 2007, Tilburg: NL
Proceedings ICPW'07: 2nd International Conference on the Pragmatic Web, 22-23 Oct. 2007, Tilburg: N
Supporting Usability and Reusability Based on eLearning Standards
The IMS-QTI, and other related specifications have
been developed to support the creation of reusable and
pedagogically neutral assessment scenarios and
content, as stated by the IMS Global Learning
Consortium. In this paper we discuss how current
specifications both constrain the design of assessment
scenarios, and limit content reusability. We also
suggest some solutions to overcome these limitations.
The paper is based on our experience developing and
testing an IMS QTI Lite compliant assessment
authoring tool, QAed. It supports teacher centering,
which is quite neglected when designing such tools. In
the paper we also discuss how to make compatible
standards support and user centering in eLearning
applications and provide some recommendations for
the design of the user interfaces
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