Causes and success of brand deletions. The role of brand orientation

La eliminación de una marca es una decisión crítica dentro de la estrategia de marketing de una empresa. Pese a que en los últimos años muchas organizaciones han tomado este tipo de decisión y han acometido drásticos programas de eliminación de marcas, la literatura sobre este tema es muy escasa y fragmentada, y son múltiples las cuestiones que se deben abordar. Concretamente, en este trabajo nos proponemos examinar la influencia de las causas de eliminación de una marca –previamente clasificadas en proactivas y reactivas– en el éxito de la decisión. Además, exploramos el efecto que la orientación a la marca tiene en la mayor o menor ocurrencia de eliminaciones por causas proactivas o reactivas. Implícitamente, en el trabajo proponemos que la orientación a la marca tendrá un doble efecto indirecto positivo en el éxito de una eliminación. En primer lugar, a través de incremento de eliminaciones exitosas que ocurren por causas proactivas y, en segundo, por la reducción de eliminaciones no exitosas que sobrevienen por causas reactivas. La propuesta investigadora que realizamos se testa sobre una muestra de 155 casos de eliminación de marca. Los análisis preliminares indican que la orientación a la marca contribuye al éxito a través de la adopción de eliminaciones enfocadas en el aprovechamiento de oportunidades de la marca, tales como un mayor ajuste estratégico o unos menores costes de oportunidad. Además, la orientación a la marca previene de realizar eliminaciones simplemente por causas problemáticas, eliminaciones que no acaban arrojando grandes resultados.Brand deletion (BD) is a critical decision within a firm’s marketing strategy. Despite in recent years many organizations have pruned their brand portfolios and undertaken drastic BD programs, the literature on this topic is extremely scarce and fragmented, and several issues of BD can be investigated. This research is primarily concerned with the study of the impact of BD causes –previously classified as proactive versus reactive– on BD success. In addition, we explore the effect of the firm’s brand orientation on the occurrence of deletions by proactive versus reactive causes. Implicitly, we suggest that brand orientation will have a double positive indirect effect on BD success: first, through the increase of successful BDs due to proactive causes and, second, by the reduction of unsuccessful BDs precipitated by reactive causes. Our research proposal is tested on a sample of 155 cases of BD. Preliminary findings indicate that brand orientation contributes to the BD success through the adoption of BDs focused on taking advantage of brand opportunities, such as searching for a better strategic fit or avoiding opportunity costs. Besides, brand orientation prevents deletions due to merely problematic causes, deletions that, after all, do not generate success

A mathematical programming approach to overlapping community detection

We propose a new optimization model to detect overlapping communities in networks. The model elaborates suggestions contained in Zhang et al. (2007), in which overlapping communities were identified through the use of a fuzzy membership function, calculated as the outcome of a mathematical programming problem. In our approach, we retain the idea of using both mathematical programming and fuzzy membership to detect overlapping communities, but we replace the fuzzy objective function proposed there with another one, based on the Newman and Girvan's definition of modularity. Next, we formulate a new mixed-integer linear programming model to calculate optimal overlapping communities. After some computational tests, we provide some evidence that our new proposal can fix some biases of the previous model, that is, its tendency of calculating communities composed of almost all nodes. Conversely, our new model can reveal other structural properties, such as nodes or communities acting as bridges between communities. Finally, as mathematical programming can be used only for moderate size networks due to its computation time, we proposed two heuristic algorithms to solve the largest instances, that compare favourably to other methodologies. (c) 2022 The Author(s). Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Sinorhizobium fredii Strains HH103 and NGR234 Form Nitrogen Fixing Nodules With Diverse Wild Soybeans (Glycine soja) From Central China but Are Ineffective on Northern China Accessions

Sinorhizobium fredii indigenous populations are prevalent in provinces of Central China whereas Bradyrhizobium species (Bradyrhizobium japonicum, B. diazoefficiens, B. elkanii, and others) are more abundant in northern and southern provinces. The symbiotic properties of different soybean rhizobia have been investigated with 40 different wild soybean (Glycine soja) accessions from China, Japan, Russia, and South Korea. Bradyrhizobial strains nodulated all the wild soybeans tested, albeit efficiency of nitrogen fixation varied considerably among accessions. The symbiotic capacity of S. fredii HH103 with wild soybeans from Central China was clearly better than with the accessions found elsewhere. S. fredii NGR234, the rhizobial strain showing the broadest host range ever described, also formed nitrogen-fixing nodules with different G. soja accessions from Central China. To our knowledge, this is the first report describing an effective symbiosis between S. fredii NGR234 and G. soja. Mobilization of the S. fredii HH103 symbiotic plasmid to a NGR234 pSym-cured derivative (strain NGR234C) yielded transconjugants that formed ineffective nodules with G. max cv. Williams 82 and G. soja accession CH4. By contrast, transfer of the symbiotic plasmid pNGR234a to a pSym-cured derivative of S. fredii USDA193 generated transconjugants that effectively nodulated G. soja accession CH4 but failed to nodulate with G. max cv. Williams 82. These results indicate that intra-specific transference of the S. fredii symbiotic plasmids generates new strains with unpredictable symbiotic properties, probably due to the occurrence of new combinations of symbiotic signals.España, Junta de Andalucía P11-CVI-7500España Ministerio de Economía y Competitividad BIO2016-78409-

On the influence of individual characteristics and personality traits on the user experience with multi-sensorial media: an experimental insight

Recent studies encourage the development of sensorially-enriched media to enhance the user experience by stimulating senses other than sight and hearing. Sensory effects as odor, wind, vibration and light effects, as well as an enhanced audio quality, have been found to favour media enjoyment and to have a positive influence on the sense of Presence and on the perceived quality, relevance and reality of a multimedia experience. In particular, sports is among the genres that could benefit the most from these solutions. Several works have demonstrated also the technical feasibility of implementing and deploying end-to-end solutions integrating sensory effects into a legacy system. Thus, multi-sensorial media emerges as a mean to deliver a new form of immersive experiences to the mass market in a non-disruptive manner. However, many questions remain concerning issues as the sensory effects that can better complement a given audiovisual content or the best way in which to integrate and combine them to enhance the user experience of a target audience segment. The work presented in this paper aims to gain insight into the impact of binaural audio and sensory (light and olfactory) effects on the sports media experience, both at the overall level (average effect) and as a function of users? characteristics (heterogeneous effects). To this aim, we conducted an experimental study exploring the influence of these immersive elements on the quality and Presence dimensions of the media experience. Along the quality dimension, we look for possible variations on the quality scores assigned to the overall media experience and to the media components content, image, audio and sensory effects. The potential impact on Presence is analyzed in terms of Spatial Presence and Engagement. The users? characteristics considered encompass specific personal affective, cognitive and behavioral attributes. We found that, on average, participants preferred binaural audio than standard stereo audio. The audio quality was found to have a heterogeneous impact on the quality of experience, on the perceived quality of content and image and on the levels of Spatial Presence and Engagement. Furthermore, the presence of sensory effects increased significantly the level of Spatial Presence. Additionally, highly conscious participants reported a significantly higher image quality when sensory effects were present in comparison to those conditions in which sensory effects were not administered. Personal characteristics explained most of the variation in the dependent variables, being individuals? preferences in relation to the content, knowledge of involved technologies, tendency to emotional involvement and conscientiousness among the user variables with the most generalized influence

Lupinus mariae-josphi, a new lupin endemic of soils with active lime and high pH in South Eastern Spain, is nodulated by a new bacterial lineage within Bradyrhizobium genus

Lupinus mariae-josephi is a recently described species (Pascual, 2004) able to grow in soils with high pH and active lime content in the Valencia province (Spain). L. mariae-josephi endosymbionts are extremely slowgrowing bacteria with genetic and symbiotic characteristics that differentiate them from Bradyrhizobium strains nodulating Lupinus spp. native of the Iberian Peninsula and adapted to grow in acid soils. Cross-inoculation experiments revealed that all the endosymbiotic isolates from L. mariae-josephi tested are legume-host selective and are unable to nodulate species such as L. angustifolius, and L. luteus. In contrast, Bradyrhizobium strains from Lupinus spp. tested were able to nodulate L. mariae-josephi, although the nodules fixed nitrogen inefficiently. Phylogenetic analysis was performed with housekeeping genes (rrn, glnII, recA, atpD) and nodulation gene nodC. Housekeeping gene phylogeny revealed that L. mariae-josephi rhizobia form a strongly supported monophyletic group within Bradyrhizobium genus. This cluster also includes B. jicamae and certain strains of B. elkanii. Contrarily, isolates from other Lupinus spp. native of the Iberian Peninsula were grouped mainly within B. canariense and two B. japonicum lineages. Phylogenetic analysis of L. mariae-josephi isolates based on the nodC symbiotic gene defined a solid clade close to isolates from Algerian Retama spp. and to fast-growing rhizobia

Taxonomy of endosymbiotic bacteria from a novel Lupinus sp. (Lupinus mariae-josephi) endemic of a limed-alkaline soil habitat in Southeastern Spain

Lupinus mariae-josephi is a recently described Lupinus species (Pascual 2004) endemic of a Southeastern area of Spain with soils singularly of high pH and active lime content where it is endangered due to the reduced size of its habitat. Ten isolates of L. mariae-josephi endosymbiotic bacteria were obtained using trap-plants and soils from five sampling points within a native plant population area in Llombai (Valencia, Spain). The microsymbionts are extra-slow (ultrabradytrophic) growing bacteria with phenotypic and symbiotic characteristics singularly different from Bradyrhizobium strains nodulating other Lupinus spp. thriving in the Iberian Peninsula and adapted to growth in acidic soils. Cross-inoculation experiments revealed that these L. mariae-josephi endosymbiotic bacteria isolates are unable to nodulate or efficiently fix nitrogen with other Lupinus spp. Their phylogenetic status was examined by a multilocus sequence analysis of four housekeeping genes (16S rDNA, glnII, recA, atpD) and the symbiotic nodC gene. The 16S rDNA phylogenetic analysis showed that L. mariae-josephi isolates are related to strains nodulating Retama spp. in northeastern Algeria (Boulila et al., 2009), Phaseolus lunatus from Peru (Ormeño-Orrillo et al., 2006), as well as to B. elkanii, B. jicamae and B. pachyrhizi species, forming a new clade (Clade I) within the Bradyrhizobium genus. All the single and concatenated glnII+recA and glnII+recA+atpD analyses consistently support the existence of Clade I, and also revealed that, within this clade, the L. mariae-josephi endosymbiotic bacteria belong to a single evolutionary lineage that also includes strains nodulating Retama spp. from northeastern Algeria. Within this new Bradyrhizobium lineage, the phylogenetic analyses performed showed essentially convergent results indicating that the tested L. mariae-josephi isolates nested in three sub-groups that might correspond to novel sister Bradyrhizobium species. Bradyrhizobium Clade I is highly differentiated from the Bradyrhizobium clade (Clade II) that includes currently named Bradyrhizobium species and well-delineated unnamed genospecies. Singularly, all the endosymbiotic bacteria from Lupinus species adapted to acid soils in the Iberian Peninsula and tested in this study are included in Clade II. They are related either to strains of the B. canariense or B. japonicum lineages. The phylogenetic analysis based on the symbiotic nodC gene showed that L. mariae-josephi endosymbiotic bacteria define a novel branch in the nodC Bradyrhizobium tree. This branch groups together with a branch that gathers isolates from recently studied legume symbiosis such as isolates from Retama spp., which suggests the existence of a common unique ancestor for the symbiotic genes of these two groups of bradyrhizobia. In contrast, the symbiotic genes of isolates from other Lupinus spp. from the Iberian Peninsula are clearly related to the B. canariense lineage. The allopatric (geographic) speciation of the L. mariae-josephi bradyrhizobia may result from the colonization of a singular habitat, such as the basic and high calcium carbonate soils of the Valencia area, by its unique legume host

Phenotypic and phylogenetic characterization of endosymbiotic bacteria from Lupinus mariae-josephi

Lupinus mariae-josephi is a Lupinus species that thrives in a Southeastern area of Spain (Valencia) in soils of singularly high pH and active lime content. It is nodulated by extra-slow growing bacteria symbiotically and phylogenetically distant to endosymbiotic strains nodulating other Lupinus sp. native of the Iberian Peninsula and adapted to growth in acid soils. Cross-inoculation experiments revealed that the L. mariae-josephi endosymbiotic bacteria are unable to nodulate or efficiently fix nitrogen with well-known Lupinus spp. Their species affiliation was examined by a multilocus sequence analysis of four housekeeping genes (16S rDNA, glnII, recA, atpD) and the symbiotic nodC gene. Single and concatenated phylogenetic analyses of these genes consistently revealed that L. mariae-josephi endosymbiotic bacteria belong to a clade, within the Bradyrhizobium genus, highly differentiated from the Bradyrhizobium clade that includes currently named Bradyrhizobium species as well as the endosymbiotic bacteria from Lupinus species tested in this study. Within this new clade the L. mariae-josephi bacteria nested in several subgroup that may correspond to novel sister species. The phylogenetic analysis based on the nodC gene showed that L. mariae-josephi endosymbiotic bacteria define a novel branch of the nodC Bradyrhizobium tree and likely have a common unique ancestor for the symbiotic genes with nodule isolates from Retama spp

A Set of Lotus japonicus Gifu × Lotus burttii Recombinant Inbred Lines Facilitates Map-based Cloning and QTL Mapping

Model legumes such as Lotus japonicus have contributed significantly to the understanding of symbiotic nitrogen fixation. This insight is mainly a result of forward genetic screens followed by map-based cloning to identify causal alleles. The L. japonicus ecotype ‘Gifu’ was used as a common parent for inter-accession crosses to produce F2 mapping populations either with other L. japonicus ecotypes, MG-20 and Funakura, or with the related species L. filicaulis. These populations have all been used for genetic studies but segregation distortion, suppression of recombination, low polymorphism levels, and poor viability have also been observed. More recently, the diploid species L. burttii has been identified as a fertile crossing partner of L. japonicus. To assess its qualities in genetic linkage analysis and to enable quantitative trait locus (QTL) mapping for a wider range of traits in Lotus species, we have generated and genotyped a set of 163 Gifu × L. burttii recombinant inbred lines (RILs). By direct comparisons of RIL and F2 population data, we show that L. burttii is a valid alternative to MG-20 as a Gifu mapping partner. In addition, we demonstrate the utility of the Gifu × L. burttii RILs in QTL mapping by identifying an Nfr1-linked QTL for Sinorhizobium fredii nodulation

Factors influencing erythrocyte sedimentation rate in adults New evidence for an old test

The erythrocyte sedimentation rate (ESR) is a routine test for inflammation. Few studies have investigated the potential influence of lifestyle factors and common metabolic abnormalities on the ESR. This study investigates the influence of demographic factors, alcohol consumption, smoking, physical activity, obesity, and metabolic syndrome on the ESR in adults.This cross-sectional study covered 1472 individuals (44.5% males; age range, 18-91 years) randomly selected from the population of a Spanish municipality. The ESR was measured using a standardized method. We assessed habitual alcohol consumption in standard drinking units, along with tobacco smoking, regular physical exercise (by questionnaire), body mass index, and variables defining metabolic syndrome. Multivariate analyses were performed, including mean corpuscular volume and hemoglobin concentration in the models.The ESR was higher in females than in males, and increased steadily with age. Median ESR of females was 2-fold higher than that of males, and median ESR of individuals aged >65 years was 2-fold higher than that of individuals in the youngest category (ages 18-35 years). Body mass index, presence of metabolic syndrome, and smoking were independently and positively associated with higher ESR values. Light alcohol drinkers and individuals with high regular physical activity displayed lower ESR values than did alcohol abstainers and individuals with low physical activity, respectively.ESR varies greatly with age and sex, and corresponding reference values are proposed. Lifestyle factors (physical activity, smoking, and alcohol consumption) and common metabolic abnormalities (obesity and related metabolic syndrome) may also influence ESR values

Fatal respiratory failure in a term newborn due to non-previously described compound heterozygous ABCA3 mutations

The adenosine triphosphate binding cassette member A3 (ABCA3) is a lipid transporter involved in pulmonary surfactant biogenesis. ABCA3 deficiency is increasingly being recognized as a cause of respiratory distress syndrome in term neonates. The clinical spectrum and severity of lung disease caused by ABCA3 mutations vary widely. We present a term newborn who presented respiratory distress short afterbirth. Despite treatment and supportive care, she developed a refractory progressive hypoxic respiratory failure and she died. She received repeated surfactant doses always with transient improvement. She was found to be a compound heterozygote for 2 non-previously described ABCA3 gene mutations, one inherited from each parent