Brand performance volatility from marketing spending

© Copyright 2016, INFORMS. Although volatile marketing spending, as opposed to even-level spending, may improve a brand's financial performance, it can also increase the volatility of performance, which is not a desirable outcome. This article analyzes how revenue and cash-flow volatility are influenced by own and competitive marketing spending volatility, by the level of marketing spending, by the responsiveness to own marketing spending, and by competitive response. From market response theory, we derive propositions about the influence of these variables on revenue and cash-flow volatility. In addition, we extend the Dorfman-Steiner theorem to derive the optimal level and volatility of expenditures if volatility effects are taken into account. Based on a large sample of 99 pharmaceutical brands in four clinical categories and four European countries, we test for the empirical relevance of the propositions and assess the magnitude of the different sources of marketing-induced performance volatility. We find broad support for the predicted volatility effects. Volatility elasticities are significant and may be as large as 1.10 for cash-flow variance with respect to marketing responsiveness. The findings imply that common volatility-increasing marketing practices such as price promotions or volatile advertising plans may be effective at the top line, but they could turn out to be ineffective after all costs are taken into account. Optimal marketing volatility needs to trade off sales effectiveness and extra costs resulting from marketing volatility

Simulation study of thermally initiated rail defects

Ultrasonically detected ‘squat type’ rail defects are becoming increasingly common on railways throughout the world. On the London Underground (LU) these defects are found on three lines. Focussing on the difference between these lines and others on the LU network has identified vehicles with modern AC traction characteristics as a common theme found only on problem lines. Metallurgical analysis of the defects found that the mechanisms for generation and growth are not consistent with conventional rolling contact fatigue, with evidence of significant thermal input. The defects are only found on open sections. The most susceptible areas to the defects are those where low-speed running is more common. A mathematical model of the traction package has been used to examine the forces and thermal input generated at the wheel–rail interface with modern wheel-spin control systems under wheel slip and adhesion recovery conditions. The outputs have been analysed to assess whether sufficient forces and temperatures are generated to explain the observed rail damage. The results suggest that under certain circumstances wheel-spin recovery generates sufficient rail surface energy for martensitic transformation. Additional modelling suggests that thermal input from wheel- spin aids crack propagation and that regions of slightly degraded (wet as opposed to leaf or oil contaminated) rail adhesion are sufficient to initiate these flaws

Spectroscopic investigation of quantum confinement effects in ion implanted silicon-on-sapphire films

Crystalline Silicon-on-Sapphire (SOS) films were implanted with boron (B$^+$) and phosphorous (P$^+$) ions. Different samples, prepared by varying the ion dose in the range $10^{14}$ to 5 x $10^{15}$ and ion energy in the range 150-350 keV, were investigated by the Raman spectroscopy, photoluminescence (PL) spectroscopy and glancing angle x-ray diffraction (GAXRD). The Raman results from dose dependent B$^+$ implanted samples show red-shifted and asymmetrically broadened Raman line-shape for B$^+$ dose greater than $10^{14}$ ions cm$^{-2}$. The asymmetry and red shift in the Raman line-shape is explained in terms of quantum confinement of phonons in silicon nanostructures formed as a result of ion implantation. PL spectra shows size dependent visible luminescence at $\sim$ 1.9 eV at room temperature, which confirms the presence of silicon nanostructures. Raman studies on P$^+$ implanted samples were also done as a function of ion energy. The Raman results show an amorphous top SOS surface for sample implanted with 150 keV P$^+$ ions of dose 5 x $10^{15}$ ions cm$^{-2}$. The nanostructures are formed when the P$^+$ energy is increased to 350 keV by keeping the ion dose fixed. The GAXRD results show consistency with the Raman results.Comment: 9 Pages, 6 Figures and 1 Table, \LaTex format To appear in SILICON(SPRINGER

Relationship between Expression of the Family of M Proteins and Lipoteichoic Acid to Hydrophobicity and Biofilm Formation in Streptococcus pyogenes

Background: Hydrophobicity is an important attribute of bacteria that contributes to adhesion and biofilm formation. Hydrophobicity of Streptococcus pyogenes is primarily due to lipoteichoic acid (LTA) on the streptococcal surface but the mechanism(s) whereby LTA is retained on the surface is poorly understood. In this study, we sought to determine whether members of the M protein family consisting of Emm (M protein), Mrp (M-related protein), Enn (an M-like protein), and the streptococcal protective antigen (Spa) are involved in anchoring LTA in a manner that contributes to hydrophobicity of the streptococci and its ability to form biofilms. Methodology/Principal Findings: Isogenic mutants defective in expression of emm, mrp, enn, and/or spa genes of eight different serotypes and their parental strains were tested for differences in LTA bound to surface proteins, LTA released into the culture media, and membrane-bound LTA. The effect of these mutations on the ability of streptococci to form a hydrophobic surface and to generate biofilms was also investigated. A recombinant strain overexpressing Emm1 was also engineered and similarly tested. The serotypes tested ranged from those that express only a single M protein gene to those that express two or three members of the M protein family. Overexpression of Emm1 led to enhanced hydrophobicity an

Spacial and temporal dynamics of the volume fraction of the colloidal particles inside a drying sessile drop

Using lubrication theory, drying processes of sessile colloidal droplets on a solid substrate are studied. A simple model is proposed to describe temporal dynamics both the shape of the drop and the volume fraction of the colloidal particles inside the drop. The concentration dependence of the viscosity is taken into account. It is shown that the final shapes of the drops depend on both the initial volume fraction of the colloidal particles and the capillary number. The results of our simulations are in a reasonable agreement with the published experimental data. The computations for the drops of aqueous solution of human serum albumin (HSA) are presented.Comment: Submitted to EPJE, 7 pages, 8 figure

Augmented Reality Application in Manufacturing Industry: Maintenance and Non-destructive Testing (NDT) Use Cases

In recent years, a structural transformation of the manufacturing industry has been occurring as a result of the digital revolution. Thus, digital tools are now systematically used throughout the entire value chain, from design to production to marketing, especially virtual and augmented reality. Therefore, the purpose of this paper is to review, through concrete use cases, the progress of these novel technologies and their use in the manufacturing industry

Cultural Diversity and Saccade Similarities: Culture Does Not Explain Saccade Latency Differences between Chinese and Caucasian Participants

A central claim of cultural neuroscience is that the culture to which an individual belongs plays a key role in shaping basic cognitive processes and behaviours, including eye movement behaviour. We previously reported a robust difference in saccade behaviour between Chinese and Caucasian participants; Chinese participants are much more likely to execute low latency express saccades, in circumstances in which these are normally discouraged. To assess the extent to which this is the product of culture we compared a group of 70 Chinese overseas students (whose primary cultural exposure was that of mainland China), a group of 45 participants whose parents were Chinese but who themselves were brought up in the UK (whose primary cultural exposure was western European) and a group of 70 Caucasian participants. Results from the Schwartz Value Survey confirmed that the UK-Chinese group were culturally similar to the Caucasian group. However, their patterns of saccade latency were identical to the mainland Chinese group, and different to the Caucasian group. We conclude that at least for the relatively simple reflexive saccade behaviour we have investigated, culture cannot explain the observed differences in behaviour

Development of cordycepin formulations for preclinical and clinical studies

There is extensive literature on in vivo studies with cordycepin but these studies were generally conducted without validation of the various formulations, especially in terms of the solubility of cordycepin in the dosing vehicles used. Cordycepin is a promising drug candidate in multiple therapeutic areas and there is a growing interest in studies aimed at assessing the pharmacological activity of this compound in relevant animal disease models. It is likely that many reported in vivo studies used formulations in which cordycepin was incompletely soluble. This can potentially confound the interpretation of pharmacokinetics and efficacy results. Furthermore, the presence of particles in intravenously administered suspension can cause adverse effects and should be avoided. Here we present the results from our development of simple and readily applicable formulations of cordycepin based on quantitative solubility assessment. Homogeneous solutions of cordycepin were prepared in phosphate-buffered saline (PBS) at different pH levels, suitable as formulations for both intravenously and oral administration. For the purpose of high-dose oral administration we also developed propylene glycol (PPG)-based vehicles in which cordycepin is completely soluble. The stability of the newly developed formulations was also assessed, as well the feasibility of their sterilisation by filtration. Additionally, an HPLC-UV method for the determination of cordycepin in the formulations, which may also be useful for other purposes, was developed and validated. Our study could provide useful information for improvement of future preclinical and clinical studies involving cordycepin