Brand Expansion vs. Strong Consumer Relationships

Brand transgressions are defined as violations of the norms defined by the relationship between the brand and its consumers. In other words, it is when a brand takes an action that goes against what they promised their consumers, or what the consumers expected, based on the repeated interactions between the brand and the consumers. When brands are highly adopted by a very specific group of consumers, these controversial actions might give these consumers the idea that the brand is “cheating” on them, moving away from them and going against the image and personality that the brand has worked so hard to build. This causes a problem for brands that are trying to expand their target market, but still maintain the consumers that they have such a strong and positive relationship with. In this project, I will analyze different instances when brands with a strong consumer-relationship to a very specific group have transgressed in the attempt of expanding their market and capturing the attention of other consumer groups as well. I will analyze the outcome of those actions, based on their previous consumer relationship strength and the consequent actions they took after the transgression. By analyzing consumer-brand relationships, keeping a brand current and other factors necessary to build a strong brand - such as a specific target market, brand personality, etc - I would like to find out if a it is possible for a brand that appeals to a single group of consumers to expand and target other groups as well, without losing their base consumers and their brand image. What actions should the brand take so that their consumers still feel taken care of instead of cheated on

Impacts of climate change: challenges of flooding in coastal East Asia

Over recent years a body of evidence has grown to suggest that East Asia is experiencing the effects of climate change. Allied to this is that coastal populations and economic assets are becoming more vulnerable to flood hazards. Flood vulnerability has increased owing to the combination of a number of human and physical variables: a) rapid coastal urban growth, b) anthropogenic changes to the environment, such as land subsidence through natural resource extraction or the removal of natural protective barriers, and c) increase in frequency and magnitude of coastal hazards associated with typhoons, storm surges, and sea-level rise. East Asia’s population is highly concentrated on low-lying coastal regions and deltaic cities are especially at risk. However, effective adaptation to climate impacts on many coasts is yet to develop. In this chapter, the drivers of coastal vulnerability are reviewed and examined in East Asia, exemplified by the Pearl River Delta (PRD), and its megacities of Guangzhou, Hong Kong and Shenzhen. The population of the PRD is expected to reach 120 million by 2050 and the delta is one of the most important economic centres in East Asia. Flood risk is substantial in the PRD, but flood-risk management appears to suffer from a lack of sufficient strategic planning to prepare for future climate extremes. Drawing on international experience of climate change adaptation and flood risk management, we suggest a path forward to develop adaptation strategies for deltaic and coastal cities in East Asia

A domain-specific language for the hybridization and static condensation of finite element methods

In this paper, we introduce a domain-specific language (DSL) for concisely expressing localized linear algebra on finite element tensors and its integration within a code-generation framework. This DSL is general enough to facilitate the automatic generation of element-based dense linear algebra kernels necessary for the implementation of static condensation methods and local solvers for a variety of problems. We demonstrate its use for the static condensation of continuous Galerkin problems, and systems arising from hybridizing finite element discretizations. We also describe how this DSL can be used to execute local post-processing procedures to construct superconvergent approximations to mixed problems. This work also features high-level implementations of static condensation and hybrid-mixed methods as preconditioners conforming to PETSc's interface for solving linear systems. These preconditioning interfaces provide reduced operators, which are obtained from locally assembled expressions, with the necessary context to specify full solver configurations on the resulting linear systems. We validate our implementations within the context of model second-order elliptic problems. Finally, we conclude with a performance comparison highlighting the use of a hybrid-mixed method as an efficient preconditioner in a semi-implicit method for the nonlinear rotating shallow water equations

A trans10-18:1 enriched fraction from beef fed a barley grain-based diet induces lipogenic gene expression and reduces viability of HepG2 cells.

Beef fat is a natural source of trans (t) fatty acids, and is typically enriched with either t10-18:1 or t11-18:1. Little is known about the bioactivity of individual t-18:1 isomers, and the present study compared the effects of t9-18:1, cis (c)9-18:1 and trans (t)-18:1 fractions isolated from beef fat enriched with either t10-18:1 (HT10) or t11-18:1 (HT11). All 18:1 isomers resulted in reduced human liver (HepG2) cell viability relative to control. Both c9-18:1 and HT11were the least toxic, t9-18:1had dose response increased toxicity, and HT10 had the greatest toxicity (P<0.05). Incorporation of t18:1 isomers was 1.8-2.5 fold greater in triacylglycerol (TG) than phospholipids (PL), whereas Δ9 desaturation products were selectively incorporated into PL. Culturing HepG2 cells with t9-18:1 and HT10 increased (P<0.05) the Δ9 desaturation index (c9-16:1/16:0) compared to other fatty acid treatments. HT10 and t9-18:1 also increased expression of lipogenic genes (FAS, SCD1, HMGCR and SREBP2) compared to control (P<0.05), whereas c9-18:1 and HT11 did not affect the expression of these genes. Our results suggest effects of HT11 and c9-18:1 were similar to BSA control, whereas HT10 and t-9 18:1 (i.e. the predominant trans fatty acid isomer found in partially hydrogenated vegetable oils) were more cytotoxic and led to greater expression of lipogenic genes

Association Studies and Legume Synteny Reveal Haplotypes Determining Seed Size in Vigna unguiculata.

Highly specific seed market classes for cowpea and other grain legumes exist because grain is most commonly cooked and consumed whole. Size, shape, color, and texture are critical features of these market classes and breeders target development of cultivars for market acceptance. Resistance to biotic and abiotic stresses that are absent from elite breeding material are often introgressed through crosses to landraces or wild relatives. When crosses are made between parents with different grain quality characteristics, recovery of progeny with acceptable or enhanced grain quality is problematic. Thus genetic markers for grain quality traits can help in pyramiding genes needed for specific market classes. Allelic variation dictating the inheritance of seed size can be tagged and used to assist the selection of large seeded lines. In this work we applied 1,536-plex SNP genotyping and knowledge of legume synteny to characterize regions of the cowpea genome associated with seed size. These marker-trait associations will enable breeders to use marker-based selection approaches to increase the frequency of progeny with large seed. For 804 individuals derived from eight bi-parental populations, QTL analysis was used to identify markers linked to 10 trait determinants. In addition, the population structure of 171 samples from the USDA core collection was identified and incorporated into a genome-wide association study which supported more than half of the trait-associated regions important in the bi-parental populations. Seven of the total 10 QTLs were supported based on synteny to seed size associated regions identified in the related legume soybean. In addition to delivering markers linked to major trait determinants in the context of modern breeding, we provide an analysis of the diversity of the USDA core collection of cowpea to identify genepools, migrants, admixture, and duplicates

Geometric Phase, Curvature, and Extrapotentials in Constrained Quantum Systems

We derive an effective Hamiltonian for a quantum system constrained to a submanifold (the constraint manifold) of configuration space (the ambient space) by an infinite restoring force. We pay special attention to how this Hamiltonian depends on quantities which are external to the constraint manifold, such as the external curvature of the constraint manifold, the (Riemannian) curvature of the ambient space, and the constraining potential. In particular, we find the remarkable fact that the twisting of the constraining potential appears as a gauge potential in the constrained Hamiltonian. This gauge potential is an example of geometric phase, closely related to that originally discussed by Berry. The constrained Hamiltonian also contains an effective potential depending on the external curvature of the constraint manifold, the curvature of the ambient space, and the twisting of the constraining potential. The general nature of our analysis allows applications to a wide variety of problems, such as rigid molecules, the evolution of molecular systems along reaction paths, and quantum strip waveguides.Comment: 27 pages with 1 figure, submitted to Phys. Rev.

Allosteric activation unveils protein-mass modulation of ATP phosphoribosyltransferase product release

Funding: This work was supported by the Biotechnology and Biological Sciences Research Council (BBSRC) [Grant BB/M010996/1] via an EASTBIO Doctoral Training Partnership studentship to B.J.R.Heavy-isotope substitution into enzymes slows down bond vibrations and may alter transition-state barrier crossing probability if this is coupled to fast protein motions. ATP phosphoribosyltransferase from Acinetobacter baumannii is a multi-protein complex where the regulatory protein HisZ allosterically enhances catalysis by the catalytic protein HisGS. This is accompanied by a shift in rate-limiting step from chemistry to product release. Here we report that isotope-labelling of HisGS has no effect on the nonactivated reaction, which involves negative activation heat capacity, while HisZ-activated HisGS catalytic rate decreases in a strictly mass-dependent fashion across five different HisGS masses, at low temperatures. Surprisingly, the effect is not linked to the chemical step, but to fast motions governing product release in the activated enzyme. Disruption of a specific enzyme-product interaction abolishes the isotope effects. Results highlight how altered protein mass perturbs allosterically modulated thermal motions relevant to the catalytic cycle beyond the chemical step.Peer reviewe

Direct Evidence for Fluid Pressure, Dilatancy, and Compaction Affecting Slip in Isolated Faults

Earthquake instability occurs as a result of strength loss during sliding on a fault. It has been known for over 50 years that fault compaction or dilatancy may cause significant weakening or strengthening by dramatically changing the fluid pressure trapped in faults. Despite this fundamental importance, we have no real understanding of the exact conditions that lead to compaction or dilation during nucleation or rupture. To date, no direct measurements of pore pressure changes during slip in hydraulically isolated faults have been reported. We show direct examples of fluid pressure variations during nucleation and rupture using a miniature pressure transducer embedded in an experimental fault. We demonstrate that fluids not only are significant in controlling fault behavior but can provide the dominant mechanism controlling fault stability. The effect of fluid pressure changes can exceed frictional variations predicted by rate‐ and state‐dependent friction laws, exerting fundamental controls on earthquake rupture initiation

The Stochastic Reach-Avoid Problem and Set Characterization for Diffusions

In this article we approach a class of stochastic reachability problems with state constraints from an optimal control perspective. Preceding approaches to solving these reachability problems are either confined to the deterministic setting or address almost-sure stochastic requirements. In contrast, we propose a methodology to tackle problems with less stringent requirements than almost sure. To this end, we first establish a connection between two distinct stochastic reach-avoid problems and three classes of stochastic optimal control problems involving discontinuous payoff functions. Subsequently, we focus on solutions of one of the classes of stochastic optimal control problems---the exit-time problem, which solves both the two reach-avoid problems mentioned above. We then derive a weak version of a dynamic programming principle (DPP) for the corresponding value function; in this direction our contribution compared to the existing literature is to develop techniques that admit discontinuous payoff functions. Moreover, based on our DPP, we provide an alternative characterization of the value function as a solution of a partial differential equation in the sense of discontinuous viscosity solutions, along with boundary conditions both in Dirichlet and viscosity senses. Theoretical justifications are also discussed to pave the way for deployment of off-the-shelf PDE solvers for numerical computations. Finally, we validate the performance of the proposed framework on the stochastic Zermelo navigation problem