Non-continuous and variable rate processes: Optimisation for energy use

The need to develop new and improved ways of reducing energy use and increasing energy intensity in industrial processes is currently a major issue in New Zealand. Little attention has been given to optimisation of non-continuous processes in the past, due to their complexity, yet they remain an essential and often energy intensive component of many industrial sites. Novel models based on pinch analysis that aid in minimising utility usage have been constructed here through the adaptation of proven continuous techniques. The knowledge has been integrated into a user friendly software package, and allows the optimisation of processes under variable operating rates and batch conditions. An example problem demonstrates the improvements in energy use that can be gained when using these techniques to analyse non-continuous data. A comparison with results achieved using a pseudo-continuous method show that the method described can provide simultaneous reductions in capital and operating costs

The semiology of changing brand image

This article considers the attempted change to the image of an established brand by studying the semiotics within the brand’s historical advertising campaigns. The use of semiotics to study the interpretation of messages is discussed, and the link between interpretation of messages and advertising effectiveness in changing brand image is explored. The authors deconstruct advertisements of a brand to provide a model containing opposing dialectics that may aid managers by highlighting alternative symbolic messages contained in advertisements. Oncwe identified, these alternative symbolic messages may be used to help change brand image and influence advertising effectiveness. Although the study focuses upon a major brand of beer, this is an industry in which there are numerous small firms, and many of those have constrained marketing budgets, and thus need to make sure that their advertising is effective. Equally, entrepreneurial marketing is not to found only in the small firm, and the case study discusses a radical and imaginative brand repositioning of a well established product