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

Real-time gestural control of robot manipulator through Deep Learning human-pose inference

International audienceWith the raise of collaborative robots, human-robot interaction needs to be as natural as possible. In this work, we present a framework for real-time continuous motion control of a real collabora-tive robot (cobot) from gestures captured by an RGB camera. Through deep learning existing techniques, we obtain human skeletal pose information both in 2D and 3D. We use it to design a controller that makes the robot mirror in real-time the movements of a human arm or hand

PGC-Enriched miRNAs Control Germ Cell Development

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Physical origin of residual thermal stresses in a multilayer ceramic capacitor

The physical origin of the residual stresses developed in the ceramic layer of the active region in a multilayer ceramic capacitor was numerically investigated. The compressive in-plane stress components σ11 and σ22 originate without regard to the presence of the margins but rather from the difference in in-plane thermal shrinkage between ceramic and metal electrode. The out-of-plane stress component σ33 physically originates mainly through the presence of the housing margin; the presence of the lateral margin is a minor source: the more ceramic-rich margins hinder the apparent vertical shrinkage of the active region to yield tensile σ33. © 2007 American Institute of Physics

Antibiotic Resistance Pattern and Molecular Epidemiology of Methicillin-Resistant Staphylococcus aureus Colonization in Burns Unit of a Tertiary Care Hospital in Peshawar, Pakistan

Purpose: To develop strategies for the control of hospital-acquired methicillin-resistant Staphylococcus aureus (HA-MRSA) which is a serious threat to burns patients with the aid of molecular studies.Methods: Staphylococcus aureus strains were collected from the Burns Unit of Khyber Teaching Hospital (KTH) Peshawar, Pakistan from July - December 2011. Antibiotic resistance was determined according to the recommendations of Clinical Laboratory Standard Institute (CLSI). Molecular epidemiology of the S. aureus strains were determined by pulse field gel electrophoresis (PFGE).Results: PFGE identified 14 clusters which included 29 different pulso-types prevailing in the Burns Unit. Of the 29 types, 11 contained two or more strains of the same pulso-type. These MRSA isolates  were highly resistant to various kinds of penicillin and cephalosporin (85 – 100 %). Among the important anti-staphylococal agents tested, 17 % of the isolates were resistant to fusidic acid and linezolid. All the 54 strains were susceptible to vancomycin.Conclusion: Several of the same pulso-types prevail in the Burns Unit of KTH. Furthermore, 29 pulsotypes  mong the 54 strains suggest the diversity of the MRSA strains collected from burns patients.Keywords: Epidemiology, Pulso-type, Fusidic acid, Linezolid, Vancomycin, Methicillin-resistant Staphylococcus aureus, Burn

Molecular Characterization of Two Monoclonal Antibodies against the Same Epitope on B-Cell Receptor Associated Protein 31

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Serration phenomena occurring during tensile tests of three high-manganese TWinning Induced Plasticity (TWIP) steels

In this study, the serration phenomena of two high-Mn TWIP steels and an Al-added TWIP steel were examined by tensile tests, and were explained by the microstructural evolution including formation of localized Portevin-Le Chatelier deformation bands and twins. In stress-strain curves of the high-Mn steels, serrations started in a fine and short shape, and their height and periodic interval increased with increasing strain, whereas the Al-added steel did not show any serrations. According to digital images of strain rate and strain obtained from a vision strain gage system, deformation bands were initially formed at the upper region of the gage section, and moved downward along the tensile loading direction. The time when the band formation started was matched with the time when one serration occurred in the stress-time curve. This serration behavior was generally explained by dynamic strain aging, which was closely related with the formation of deformation bands. (C) The Minerals, Metals & Materials Society and ASM International 2013ope

Water-Repellent TiO₂-Organic Dye-Based Air Filters for Efficient Visible-Light-Activated Photochemical Inactivation against Bioaerosols

Recently, bioaerosols, including the 2019 novel coronavirus, pose a serious threat to global public health. Herein, we introduce a visible-light-activated (VLA) antimicrobial air filter functionalized with titanium dioxide (TiO2)–crystal violet (CV) nanocomposites facilitating abandoned visible light from sunlight or indoor lights. The TiO2–CV based VLA antimicrobial air filters exhibit a potent inactivation rate of ∼99.98% and filtration efficiency of ∼99.9% against various bioaerosols. Under visible-light, the CV is involved in overall inactivation by inducing reactive oxygen species production both directly (CV itself) and indirectly (in combination with TiO2). Moreover, the susceptibility of the CV to humidity was significantly improved by forming a hydrophobic molecular layer on the TiO2 surface, highlighting its potential applicability in real environments such as exhaled or humid air. We believe this work can open a new avenue for designing and realizing practical antimicrobial technology using ubiquitous visible-light energy against the threat of infectious bioaerosols

Enhancing photocatalytic activity by using TiO <inf>2</inf>-MgO core-shell-structured nanoparticles

Hygroscopic Mg(OH) 2 gel was topotactically decomposed on TiO 2 particle surfaces, resulting in highly nanoporous MgO-coated TiO 2 particles. The highly hygroscopic and nanoporous MgO shell absorbed more water molecules and hydroxyl groups from the environment to yield an improved photocatalytic property of the core-shell particles as compared to the uncoated TiO 2 counterpart. © 2006 American Institute of Physics