How to reach 1.3bn consumers in China?

International companies in China today are facing stiff competiton from not just other foreign firms but local brands, which have moderate or even matching quality but sell at a far lower prices. They also find it more difficult to reach the increasingly sophistated consumer markets. Communications through the traditional mass media such TV and press become more expensive and less effective. Findings from the survey have shown that event marketing, though still at the early stage, can provide these companies with a good alternative, if used in coordination with other elements in the integrated marketing mix. The sponsorship of popular sports, music and local cultural events are reported to be particularly effective in forging direct contact with the opinion leaders, gatering marketing intellegence and encouraging product trials

Event sponsorship in China

Event marketing is currently at the infant stage in China, but holds a great potential in future. This is concluded from an Internet-based survey. The respondents believe that event marketing provides international companies with a viable alternative to the increasingly cluttered mass media, and plays a key role in the integrated marketing communications (IMC). Sponsoring sports and music events is found particularly effective in reaching the opinion leaders and innovators, and establishing favourable links between the audience and the sponsor’s brand image

Chinese peasant entrepreneurs: an examination of township and village

One of the greatest achievements in China's economic reform is the development of rural township and village enterprises (TVEs). Their importance in the national economy can be seen from the fact that by the end of 1993, TVEs accounted for nearly one third of the agricultural labour force, and one fifth of the total labour force nationwide. Despite some research attention being given to Chinese TVEs, the peasant entrepreneurs, owners and /or managers of these enterprises have remained largely unknown in the West. Who are they? Where are they from? What are their unique characteristics which distinguish them from both managers in the state-owned Chinese enterprises (SOEs) and small business owners /entrepreneurs in the West? What environmental factors contribute to the shaping of these characteristics? What are the problems faced by them and the possible solutions? This paper addresses these questions

ROAM: a Radial-basis-function Optimization Approximation Method for diagnosing the three-dimensional coronal magnetic field

The Coronal Multichannel Polarimeter (CoMP) routinely performs coronal polarimetric measurements using the Fe XIII 10747 $\AA$ and 10798 $\AA$ lines, which are sensitive to the coronal magnetic field. However, inverting such polarimetric measurements into magnetic field data is a difficult task because the corona is optically thin at these wavelengths and the observed signal is therefore the integrated emission of all the plasma along the line of sight. To overcome this difficulty, we take on a new approach that combines a parameterized 3D magnetic field model with forward modeling of the polarization signal. For that purpose, we develop a new, fast and efficient, optimization method for model-data fitting: the Radial-basis-functions Optimization Approximation Method (ROAM). Model-data fitting is achieved by optimizing a user-specified log-likelihood function that quantifies the differences between the observed polarization signal and its synthetic/predicted analogue. Speed and efficiency are obtained by combining sparse evaluation of the magnetic model with radial-basis-function (RBF) decomposition of the log-likelihood function. The RBF decomposition provides an analytical expression for the log-likelihood function that is used to inexpensively estimate the set of parameter values optimizing it. We test and validate ROAM on a synthetic test bed of a coronal magnetic flux rope and show that it performs well with a significantly sparse sample of the parameter space. We conclude that our optimization method is well-suited for fast and efficient model-data fitting and can be exploited for converting coronal polarimetric measurements, such as the ones provided by CoMP, into coronal magnetic field data.Comment: 23 pages, 12 figures, accepted in Frontiers in Astronomy and Space Science

Data-Optimized Coronal Field Model: I. Proof of Concept

Deriving the strength and direction of the three-dimensional (3D) magnetic field in the solar atmosphere is fundamental for understanding its dynamics. Volume information on the magnetic field mostly relies on coupling 3D reconstruction methods with photospheric and/or chromospheric surface vector magnetic fields. Infrared coronal polarimetry could provide additional information to better constrain magnetic field reconstructions. However, combining such data with reconstruction methods is challenging, e.g., because of the optical-thinness of the solar corona and the lack and limitations of stereoscopic polarimetry. To address these issues, we introduce the Data-Optimized Coronal Field Model (DOCFM) framework, a model-data fitting approach that combines a parametrized 3D generative model, e.g., a magnetic field extrapolation or a magnetohydrodynamic model, with forward modeling of coronal data. We test it with a parametrized flux rope insertion method and infrared coronal polarimetry where synthetic observations are created from a known "ground truth" physical state. We show that this framework allows us to accurately retrieve the ground truth 3D magnetic field of a set of force-free field solutions from the flux rope insertion method. In observational studies, the DOCFM will provide a means to force the solutions derived with different reconstruction methods to satisfy additional, common, coronal constraints. The DOCFM framework therefore opens new perspectives for the exploitation of coronal polarimetry in magnetic field reconstructions and for developing new techniques to more reliably infer the 3D magnetic fields that trigger solar flares and coronal mass ejections.Comment: 14 pages, 6 figures; Accepted for publication in Ap

Soft power: Power of attraction or confusion?

Despite its popularity soft power remains power of confusion. The paper examines the concept, with a special focus on the nature and sources of soft power. Nye’s notion of soft power is largely ethnocentric and based on the assumption that there is a link between attractiveness and the ability to influence others in international relations. This poses two problems: Firstly, a country has many different actors. Some of them like the attraction and others don’t. Whether the attraction will lead to the ability to influence the policy of the target country depends on which groups in that country find it attractive and how much control they have on policymaking. Secondly, policymaking at the state level is far more complicated than at the personal level; and has different dynamics that emphasise the rational considerations. This leaves little room for emotional elements thus significantly reducing the effect of soft power. Given the nature of soft power being uncontrollable and unpredictable, it would be impossible to wield soft power in any organised and coordinated fashion as Nye suggested. Furthermore, the relationship between two countries is shaped by many complex factors. It is ultimately decided by the geopolitics and strategic interests of nations, in which soft power may play only a limited role. The paper also discusses the link between soft power and nation branding as both concepts are concerned with a nation’s influence on the world stage. Public diplomacy is a subset of nation branding that focuses on the political brand of a nation; whereas nation branding is about how a nation as whole to reshape the international opinions. A successful nation branding campaign will help create a more favourable and lasting image among the international audience thus further enhancing a country’s soft power

FHL2 regulates hematopoietic stem cell functions under stress conditions.

FHL2, a member of the four and one half LIM domain protein family, is a critical transcriptional modulator. Here, we identify FHL2 as a critical regulator of hematopoietic stem cells (HSCs) that is essential for maintaining HSC self-renewal under regenerative stress. We find that Fhl2 loss has limited effects on hematopoiesis under homeostatic conditions. In contrast, Fhl2-null chimeric mice reconstituted with Fhl2-null bone marrow cells developed abnormal hematopoiesis with significantly reduced numbers of HSCs, hematopoietic progenitor cells (HPCs), red blood cells and platelets as well as hemoglobin levels. In addition, HSCs displayed a significantly reduced self-renewal capacity and were skewed toward myeloid lineage differentiation. We find that Fhl2 loss reduces both HSC quiescence and survival in response to regenerative stress, probably as a consequence of Fhl2-loss-mediated downregulation of cyclin-dependent kinase-inhibitors, including p21(Cip) and p27(Kip1). Interestingly, FHL2 is regulated under the control of a tissue-specific promoter in hematopoietic cells and it is downregulated by DNA hypermethylation in the leukemia cell line and primary leukemia cells. Furthermore, we find that downregulation of FHL2 frequently occurs in myelodysplastic syndrome and acute myeloid leukemia patients, raising a possibility that FHL2 downregulation has a role in the pathogenesis of myeloid malignancies