Corporate Identity: Developing Means for Sustainable Competitive Advantage in Indian Context Towards Model Development

Corporate identity is a dynamic and premeditated asset integral to gaining competitive advantage in the market. It spans both the internal and external functions of the organisations. It is a variable that needs to be studied cohesively. However, the literature on corporate identity has studied the various elements in a non integrated manner. This needs to be replaced by a comprehensive understanding of the processes and nuances of corporate identity, which can help the organisations in developing sustainable competitive advantage. Additionally, this study focuses on digital media and tech savvy individuals from an emerging market: India. In order to achieve this objective, we interviewed 70 respondents from 20 companies and their consumers. Thus, we identified that corporate identity deals with strategic, emotional and social dimensions. This helped us develop a comprehensive model. Further, corporate identity was seen as a benchmark related to corporate challenges and expectations. Lastly, digital media need to work as a bonding platform among the stakeholders to ensure this

Gold Nanoplates as Cancer-Targeted Photothermal Actuators for Drug Delivery and Triggered Release

The selective exposure of cancerous tissue to systemically delivered chemotherapeutic agents remains a major challenge facing cancer therapy. To address this question, a near infrared responsive oligonucleotide-coated (AS1411, hairpin, or both) gold nanoplate loaded with doxorubicin is demonstrated to be nontoxic to cells without triggered release, while being acutely toxic to cells after 5 minutes of laser exposure to trigger DOX release. Conjugation of oligonucleotides to the nanoplates is confirmed by an average increase in hydrodynamic diameter of 30.6 nm, an average blue shift of the plasmon resonance peak by 36 nm, and an average −10 mV shift in zeta potential of the particles. DOX loading through intercalation into the hairpin DNA structure is confirmed through fluorescence measurements. For both GNP-Hairpin and GNP-Hairpin-AS1411, ~60% of loaded DOX is released after the first 5 minutes of laser exposure (λ=817 nm), with complete release after two more 5-minute exposures. Preliminary proof of concept is demonstrated in vitro using A549 and MDA-MB-231 cell lines as models for breast and lung cancer, respectively. Exposure of cells to untriggered DOX-loaded conjugate with no laser exposure results in little to no toxicity, while laser-triggered release of DOX causes significant cell death