Branding in the nonprofit sector: The case of a nonprofit organization in Gauteng

Nonprofit organizations (NPOs) in the welfare field play a significant role in the national economy. They provide not only care, but also employment to a large component of the population. Therefore, their existence and well-being serve a social as well as an economic purpose. Various changes globally as well as in South Africa, affect the world in which NPOs function. They have to assess the impact of these changes on their operations and implement new strategies to survive and flourish. One of the challenges faced by NPOs is how to differentiate and promote themselves in such a way that it allows them to compete effectively for scarce resources but at the same time remain true to their core mission and values. The concept of branding, to create a lasting and positive impression in the consumer's mind, is one strategy NPOs can pursue to create distinction and competitive advantage. This study was undertaken to determine whether a specific re-branding exercise undertaken by Rand Aid Association during 2005/2006 has had a positive effect on its services and the financial viability of the organization. The results show that the. re-branding exercise has had a significant positive impact on the way the organization implemented and achieved a critical strategic objective, namely the development and sale of a new retirement village. It also made staff more aware of the brand and assisted the organization in obtaining greater clarity on the different businesses it pursues. However, the study also shows that the implementation of a brand orientation holds particular challenges. Many of the challenges are tied to the particular nature of the organization, such as a lack of human and financial resources and the difficulty in justifying expenditure on marketing above allocating these resources to meeting customer needs. Time, knowledge and money constraints also impacted on the process that was followed and on involving staff at all levels. In addition, the diversity of the services and target groups in the organization's portfolio made it very difficult to reach agreement on the true values and essence of the organization. This affected a clear and common understanding of the identity and meaning of the RAA brand. It is recommended that NPOs begin the brand orientation process by developing a clear focus on what the organization stands for and what it aims to deliver. An in-depth examination of the vision, purpose, values and underlying philosophies of the organization is essential. These must be clearly identified and internalized by all staff in order to develop a shared understanding of the brand and work towards consistency in delivering the brand promise. NPOs should realize that staff is one of the most important audiences for branding efforts as they determine the image and ultimately the reputation and continued existence of the organization. Internalization starts with recruiting employees whose values will support the brand, training them to understand and deliver the brand promise and fostering a culture that reinforces positive brand behaviour. NPOs can enhance their brands by utilizing their unique opportunities to develop close and warm relationships with consumers. One of the best ways to differentiate their services is through the relationships they offer and through their responsiveness to changing needs. Many NPOs also depend on word-of-mouth communication to promote their services and build their reputation, therefore conscious and concerted efforts to enhance relationships with existing customers should receive a high priority. Finally, it was evident that NPOs should be aware of and plan for the time, money and effort it will take to develop a brand orientation. Branding cannot be practiced as a once-off event nor do shortcuts pay in the long term. In particular, NPOs should remember that the development of a logo, corporate colours and brochures are the output of the process and not the starting point. The ultimate aim should be to achieve consistency across all points of contact with customers and to ensure that these are in line with the brand promise.Graduate School of Business LeadershipM.B.L

Neurochemical substrates linked to impulsive and compulsive phenotypes in addiction: A preclinical perspective.

Funder: Institute for Neuroscience at Cambridge UniversityFunder: GlaxoSmithKline; Id: http://dx.doi.org/10.13039/100004330Funder: Boehringer Ingelheim Pharma GmbHDrug compulsion manifests in some but not all individuals and implicates multifaceted processes including failures in top-down cognitive control as drivers for the hazardous pursuit of drug use in some individuals. As a closely related construct, impulsivity encompasses rash or risky behaviour without foresight and underlies most forms of drug taking behaviour, including drug use during adverse emotional states (i.e., negative urgency). While impulsive behavioural dimensions emerge from drug-induced brain plasticity, burgeoning evidence suggests that impulsivity also predates the emergence of compulsive drug use. Although the neural substrates underlying the apparently causal relationship between trait impulsivity and drug compulsion are poorly understood, significant advances have come from the interrogation of defined limbic cortico-striatal circuits involved in motivated behaviour and response inhibition, together with chemical neuromodulatory influences from the ascending neurotransmitter systems. We review what is presently known about the neurochemical mediation of impulsivity, in its various forms, and ask whether commonalities exist in the neurochemistry of compulsive drug-motivated behaviours that might explain individual risk for addiction

Computational modeling of reinforcement learning and functional neuroimaging of probabilistic reversal dissociates compulsive behaviors in Gambling and Cocaine Use Disorders

Background Individuals with both Cocaine Use Disorder (CUD) and Gambling Disorder (GD) demonstrate impairments in cognitive flexibility (CF), the essential ability to adapt to changes in the environment. CF is commonly assessed in a laboratory setting using probabilistic reversal learning (PRL), which involves reinforcement learning (RL), the process by which feedback from the environment is used to adjust behavior. Aims It is poorly understood whether impairments in CF differ between individuals with CUD and GD, and how this is instantiated by the brain. We applied computational modelling of RL to gain a deeper mechanistic explanation of the latent processes underlying CF across two disorders of compulsivity. Methods We present a re-analysis of PRL data from individuals with either GD (n=18) or CUD (n=20), as well as control participants (n=18), using a hierarchical Bayesian RL approach. Furthermore, we relate behavioral findings to their underlying neural substrates through an analysis of task-based fMRI data. Results We observed lower ‘stimulus stickiness’ in GD. We also report differences in tracking expected values (EV) in individuals with GD compared to controls, with greater activity during reward EV tracking in the cingulate gyrus and amygdala. In CUD, we observed lower responses to positive punishment prediction errors (PPE) and greater activity following negative PPEs in the superior frontal gyrus compared to controls. Conclusions Using a computational approach to RL and CF, we show that individuals with GD and CUD differed in their perseverative tendencies and in how they tracked value neurally, which has implications for psychiatric classification

Investigating reinforcement learning processes in depression and substance use disorder: translational, computational and neuroimaging approaches.

Reinforcement learning (RL) is the process by which an animal utilises its previous experience to improve outcomes of future choices by maximising reward and minimising punishment. This thesis investigates how RL processes are altered in psychiatric disorders such as major depressive disorder (MDD) and substance use disorder (SUD). The neural basis underlying RL is investigated using brain neuroimaging techniques and translational approaches in both rats and humans. Given the importance of RL and implicated cognitive impairments in psychiatric disorders such as cognitive inflexibility, this PhD thesis sets out to integrate relevant computational and neurobiological substrates, an objective that hitherto has not been widely researched. Chapter 3 presents the findings of a longitudinal study to investigate the behavioural and neural consequences of early-life maternal separation in rats as a way of simulating early life stress (ELS) in humans. The question addressed was whether early stress is necessary and sufficient for the development of stress-related behaviours relevant to depression. Animals underwent behavioural testing, including probabilistic reversal learning (PRL) to assess behavioural flexibility, and sequential fMRI to evaluate resting-state functional connectivity. Computational analyses revealed differences in reward and punishment learning rates in males arising from maternal separation (MS) and adulthood stress. In contrast, MS female rats showed differences in the 'stickiness' parameter, a latent variable aligned with a loss of flexibility and habit-like behaviour. Finally, MS females and MS males have opposite directional changes in connectivity, as females show lower functional connectivity from the amygdala to the anterior cingulate cortex, infralimbic cortex and insular cortex compared to males. The subsequent chapter uses a computational approach to investigate latent vulnerability variables in cocaine addiction. A longitudinal dataset acquired in rats was analysed, which involved behavioural phenotyping for several addiction vulnerability traits, including behavioural inflexibility, together with high-resolution MRI brain scans. It was found that future drug-related compulsivity was predicted by higher values of the stickiness parameter, reflecting an increase in perseverative responding commonly found in stimulant-dependent individuals. Structurally, a positive correlation between the volume of the anterior insular cortex and a parameter relating to how subjects explore versus exploit reward options was found. The remaining results chapters involve the analysis of three datasets collected from human participants. Chapter 5 includes data from a study involving PRL run concurrently with fMRI scanning. The participants in this study included healthy controls (HCs), as well as individuals with cocaine use disorder (CUD) and gambling disorder (GD). Contrary to previously published findings, no significant differences in alpha, beta or kappa were observed between controls and the CUD group. However, in pathological gamblers, a significant increase in side stickiness was found, showing that gamblers tend to repeat responding in the same spatial location regardless of the outcome on previous trials. Neurally, there is an altered balance in the tracking of reward and punishment expected value (EV) in GD, as well as a shifted balance in processing positive and negative punishment prediction errors (PPE) in CUD. Reward EV tracking in GD involved greater activity in the middle temporal gyrus, cingulate gyrus, precuneus cortex and amygdala, whereas during punishment EV tracking there was lower activity in the postcentral gyrus, superior parietal lobule and precuneus cortex compared to HCs. In response to positive PPEs, the frontal pole, superior frontal gyrus and cingulate gyrus showed lower activity in patients with CUD than controls, but the same group showed greater activity following negative PPEs in the superior and middle frontal gyrus. Chapter 6 includes behavioural and clinical data from samples of patients with SUD and/or MDD as well as healthy individuals. The main findings of this chapter were that patients with SUD have reduced reinforcement sensitivity and increased stimulus stickiness, as do patients diagnosed with both disorders. No evidence for an association between computationally derived variables and clinical measures (e.g., the Inventory of Depressive Symptomatology – IDS) was found. The final results chapter presents a novel behavioural task that measures a different subtype of proactive cognitive flexibility, specifically, how healthy participants make decisions in the face of uncertainty and whether they shift their response when they are given the opportunity to repeat their choice following presentation of unreliable feedback. Participants changed their response more frequently following negative than positive feedback. Significant fMRI activations in the frontal pole, anterior cingulate cortex, frontal orbital cortex, and superior frontal gyrus were found when the response was changed rather than repeated. Furthermore, stronger connectivity between the anterior insula and parts of the occipital cortex was found during repeat trials. Finally, it was shown using a multivariate pattern fMRI analysis that behavioural responses on the next trial could be successfully predicted. The results in this thesis demonstrate the importance of RL in preclinical and clinical psychiatric cohorts. The parameter kappa is identified as a key behavioural marker across species. This parameter is altered as a result of ELS in rodents and can help predict rats that show high-compulsive behaviours on cocaine self-administration paradigms. In humans, kappa is affected in individuals with GD as well as SUD. Brain regions underlying RL parameters, including kappa, in both rodents and humans are identified, particularly highlighting the involvement of the cingulate gyrus in reinforcement learning across species. The results from the reversal learning task studies are then compared with findings from the behavioural and fMRI analyses of a new flexibility task, which extend our knowledge of cognitive flexibility beyond our current understanding of this construct.Institute for Neuroscience, University of Cambridge; Alan Turing Institut

Probabilistic reversal learning task data from 'Sex-dependent effects of early life stress on reinforcement learning and limbic cortico-striatal functional connectivity'

Data from the probabilistic reversal learning task, presented in 'Sex-dependent effects of early life stress on reinforcement learning and limbic cortico-striatal functional connectivity' (Zühlsdorff et al, 2023, Neurobiology of Stress). More detailed information is available in the README.txt file, supplied with this datasetThis research was funded by a GlaxoSmithKline Varsity Award to Jeffrey W. Dalley, Amy L. Milton, Trevor W. Robbins and Edward T. Bullmore (300034212)

Neurobehavioral Precursors of Compulsive Cocaine Seeking in Dual Frontostriatal Circuits

Background. Only some individuals using drugs recreationally eventually develop a substance use disorder, characterised in part by the rigid engagement in drug foraging behaviour (drug seeking), often maintained in the face of adverse consequences (e.g., is compulsive). The neurobehavioral determinants of this individual vulnerability have not been fully elucidated. Methods. Using a prospective longitudinal study involving 40 male rats we combined a multidimensional characterisation of behavioral traits of vulnerability to stimulant use disorder (impulsivity and stickiness) and resilience (sign tracking and sensation seeking/locomotor reactivity to novelty) with magnetic resonance imaging (MRI) to identify in drug-naïve subjects the structural and functional brain correlates of the later emergence of compulsive drug seeking. We developed a novel behavioral procedure to investigate in subjects with a prolonged history of cocaine seeking under the control of the conditioned reinforcing properties of a drug-paired Pavlovian conditioned stimulus, the individual tendency to persist in drug seeking behavior in the face of punishment in a drug free state. Results. We report that in drug-naïve rats the future tendency to develop compulsive cocaine seeking is characterised by behavioral stickiness-related functional hypoconnectivity between the prefrontal cortex and posterior dorsomedial striatum in combination with impulsivity-related structural alterations in the infralimbic cortex, anterior insula and nucleus accumbens. Conclusions. These findings show that the vulnerability to develop compulsive cocaine seeking behavior stems from pre-existing structural or functional changes in two distinct cortico-striatal systems that underlie deficits in impulse control and goal-directed behavior

Neurobehavioral precursors of compulsive cocaine-seeking in dual fronto-striatal circuits

Background. Only some individuals using drugs recreationally eventually develop a substance use disorder, characterised in part by the rigid engagement in drug foraging behaviour (drug seeking), often maintained in the face of adverse consequences (e.g., is compulsive). The neurobehavioral determinants of this individual vulnerability have not been fully elucidated. Methods. Using a prospective longitudinal study involving 40 male rats we combined a multidimensional characterisation of behavioral traits of vulnerability to stimulant use disorder (impulsivity and stickiness) and resilience (sign tracking and sensation seeking/locomotor reactivity to novelty) with magnetic resonance imaging (MRI) to identify in drug-naïve subjects the structural and functional brain correlates of the later emergence of compulsive drug seeking. We developed a novel behavioral procedure to investigate in subjects with a prolonged history of cocaine seeking under the control of the conditioned reinforcing properties of a drug-paired Pavlovian conditioned stimulus, the individual tendency to persist in drug seeking behavior in the face of punishment in a drug free state. Results. We report that in drug-naïve rats the future tendency to develop compulsive cocaine seeking is characterised by behavioral stickiness-related functional hypoconnectivity between the prefrontal cortex and posterior dorsomedial striatum in combination with impulsivity-related structural alterations in the infralimbic cortex, anterior insula and nucleus accumbens. Conclusions. These findings show that the vulnerability to develop compulsive cocaine seeking behavior stems from pre-existing structural or functional changes in two distinct cortico-striatal systems that underlie deficits in impulse control and goal-directed behavior

The pricing of derivatives on assets with quadratic volatility

The basic model of financial economics is the Samuelson model of geometric Brownian motion because of the celebrated Black-Scholes formula for pricing the call option. The asset's volatility is a linear function of the asset value and the model guarantees positive asset prices. In this paper, it is shown that the pricing partial differential equation can be solved for level-dependent volatility which is a quadratic polynomial. If zero is attainable, both absorption and negative asset values are possible. Explicit formulae are derived for the call option: a generalization of the Black-Scholes formula for an asset whose volatiliy is affine, the formula for the Bachelier model with constant volatility, and new formulae in the case of quadratic volatility. The implied Black-Scholes volatilities of the Bachelier and the affine model are frowns, the quadratic specifications imply smiles.Strong Solutions, Stochastic Differential Equation, Option Pricing, Quadratic Volatility, Implied Volatility, Smiles, Frowns,