Through a discourse analysis lens less darkly: illuminating how SME principals and support agency practitioners see marketing in SMEs

The purpose of this paper is to explain the social contructivist approach taken to uncovering clearer, deeper meaning through a recent qualitative, interpretive and subjective research study. This study examined the ways in which marketing is seen and conducted in SMEs by SME principals and support agency practitioners. The research was designed with a particular method of data analysis (Discourse Analysis) in mind which was applied to the SME marketing context. The findings of the study provided a contribution to the SME marketing debate where the research approach taken proved to be instrumental in providing a contribution to both theory and practice of marketing in SMEs and the education, training and development activities of support agencies. The subjective nature of this research yielded benefits that would not have been available through a positivist research approach. The approach taken has more practical application than some traditionalists might believe. This paper explains how further understanding of SME marketing resulted from the study and how further original insights can be gained by applying the tools utilised in studies in SME marketing and marketing in other contexts

Carrying Newcastle coals to Amsterdam: the launch and running of a business and management master’s degree at a new international campus

Effective international management has become an essential ingredient in the development of competitive advantage for large and small and for profit and not for profit organisations alike. The purpose of this paper is the share the experience of launching an existing master’s degree in International Management at a newly formed international campus. The paper looks at the design and implementation processes involved with the MSc Business with International Management degree largely targeted for Dutch conversion (to business) undergraduates seeking to enhance their personal profile and employment prospects. The main issues relating to the success of this project appear to be the speed and agility involved in the setting up, running and management of this project that has led to student satisfaction, fulfilment in teaching, and the strengthening of the relationship between Northumbria University at Newcastle and Amsterdam University of Applied Sciences as part of a Memorandum of Understanding involving partnership and investment. In order to make this project succeed there was a need for clear objectives, evidence of both programme content and skills and competencies needs, a committed, competent and strongly led team with network connections and a strong support team. The whole process that is the sum of these elements was put in place to ensure continuous, successful development

A qualitative research approach to new ways of seeing marketing in SME's: implications for education, training and development

There is myriad research that explores the nature of marketing generally, and more specifically within SME (small to medium sized enterprise) contexts. Most of this research, however, focuses upon orthodox and relational marketing. Recently, it has also been argued that the literature fails to pay adequate attention to the role that critical studies might take in helping to understand marketing. Moreover, qualitative approaches to researching SME marketing have recently gained favour. This thesis takes the opportunity to employ a qualitative approach to researching SME marketing while at the same time exploring the implications for education, training and development (ETD). This research explored how the subjective individual can make sense of particular social arenas. Adopting a social constructivist approach involving the researcher and participants, this research offers some clarity to the SME marketing ETD context. To illuminate new ways of seeing, this research looked to both SME and ETD participants to be part of a study located in the North East of England. The study employed a semi-structured interview that, when transcribed, provided research texts that were then analysed through a Discourse Analysis lens. This allowed discourses to emerge from the texts that illuminated aspects of marketing in a SME context, as well as aspects of ETD. It is clear from the research that the extant nature of orthodox marketing’s central model, known as the 4Ps, is for the SME participants obvious and in the background. For the ETD participants this model is still central to how they see marketing ETD for SMEs in their role as educators, trainers and developers. However both SME and ETD perspectives include relational components, particularly networking. Critical components, in the light of Critical Theory and the turbulent business environment, can also be seen in the discourses of this thesis. The standpoints that the participants of this study combine, adapt, juxtapose or shape to fit conditions to their everyday lives, were exposed. The research texts contain metaphoric and other references that negotiate key tensions leading to confrontation and resistance to the dominant orthodox marketing form. This thesis explores the ways that participants use marketing-related discourse to inscribe their behaviours in a complex ideological system, immersed in social worlds. Marketing realities are found to be more critical than at first assumed. A schema is developed that portrays the relationships between these actors and this social arena. I therefore assess themes that emerge from the narratives of participants and within each theme discourses are used to describe participants’ world views. This thesis provides a new way of seeing marketing and develops the relational, orthodox and critical (ROC) schema of SME marketing, applied to ETD. This schema informs thinking on a range of issues such as flows of information, relationships, network coordination and specific competencies. The schema should be considered carefully before the design and delivery of any form of SME marketing ETD programme and any materials are devised. The findings of this thesis suggest that the ROC schema is potentially applicable to other marketing contexts

For the love of AIDA – developing the Hierarchy of Effects model in SME social media marketing strategy

Objectives: The purpose of this paper is to explore the potential use of the Hierarchy of Effects-type approach in SME marketing communications on social media. Prior Work: AIDA (Attention, Interest, Desire and Action) has been considered for many years as part of the development of SME marketing communications strategy. Since SMEs generally do not have big budgets they usually focus on producing content that can get a message across inexpensively and seek to do this in the most effective way possible. The AIDA ‘sales funnel’ is a marketing technique that is based on achieving specific objectives at each of the AIDA stages. In recent times marketing communications and especially advertising have seen profound change, especially in the way people communicate, socialise and engage with electronic word-of-mouth (e-WOM). In social media marketing terms it is important that the message makes the audience aware and grabs attention while content should create interest in such a way as to automatically create desire and lead to action which is often purchase. This process can utilize many tools such as video or some other digital resource that might, for example, educate or attempt to change attitudes. Approach: This study provides the basis for a conceptual model that can be tested in further, empirical research. Results: The paper proposes an SME social marketing AIDA model of message content progression that explains how SMEs might benefit from marketing tools such as social networking for improved marketing performance through the employment of an online resource that can help toward positive engagement with target audiences. While the use of social media should not be viewed as the only communications platform it is seen as critical to the effective and positive influence of audiences. Implications: There are implications for the design and delivery of marketing learning for SMEs where the importance of relational marketing on social media to SMEs is underlined by its effective use in terms of activities such as networking, relationship-building, online branding opportunities and the use of e-wom in the service of message creation and delivery. Value: The results of this study are of value to managers, educators, trainers, developers and those involved in SMEs to help them understand the use of social media in the marketing arena that employs a Hierarchy of Effects approach to the achievement and measurement of effective and efficient engagement with target audiences, helping increase performance in so doing

Neutron scattering Measurements of the phonon density of states of FeSe1−x_{1-x} superconductors

Inelastic neutron-scattering experiments have been carried out on polycrystalline samples of the FeSe$_{1-x}$ superconductors. We report the phonon density of states for FeSe$_{1-x}$ with Tc$\approx$8 K. The phonon cutoff frequency is observed around 40 meV. No significant change is observed across the superconducting transition. The measurements support the published first-principles calculations [A. Subedi et al., Phys. Rev. B \textbf{78}, 134514 (2008)].Comment: new version with change

Selecting hybrid pine clones for deployment - The pointy end of wood quality improvement

A clonal forestry research programme on Pinus elliottii Engelm. (slash pine) x P. caribaea Morelet var. hondurensis Barrett & Golfari (Caribbean pine) hybrids commenced in Queensland in 1986. Each cycle of clonal tests covered about 5 calendar years from field planting, and studies of wood quality variation have so far been used in selecting superior clones from the first three series of tests for commercial plantation deployment. Experience from the Series III clonal selection round is used to highlight the difficulties of ranking elite clones given a large number of growth, form, and wood property traits. Three to six ramets were felled from the best 32 clones in the Series III trials at age 6.8 years and a 3-m butt log from each was sawn into 70 × 35-mm structural boards. The clones sawn were ranked for routine deployment using data on growth, form, and wood traits. All recovered boards were assessed for distortion and tested for modulus of elasticity and modulus of rupture. Various non-destructive wood evaluation methods were used to estimate modulus of elasticity (wood stiffness) in these trees. Standing tree acoustic velocity assessed with an ST300 tool was slightly less strongly correlated phenotypically with the average modulus of elasticity of the recovered boards (r = 0.88**) than with predictions of modulus of elasticity from resonance vibration test samples and SilviScan estimates (both r = 0.89**). Moderate phenotypic relationships were found for individual tree means between average twist of the sawn boards and the average spiral grain angle of growth rings 2, 3, and 4 (r = 0.70**) assessed using a breast-height 12-mm increment core, and between average bow in the boards and average microfibril angle (r = 0.64**) from SilviScan assessments of core samples

Revision rates after primary hip and knee replacement in England between 2003 and 2006

<b>Background</b>: Hip and knee replacement are some of the most frequently performed surgical procedures in the world. Resurfacing of the hip and unicondylar knee replacement are increasingly being used. There is relatively little evidence on their performance. To study performance of joint replacement in England, we investigated revision rates in the first 3 y after hip or knee replacement according to prosthesis type. <b>Methods and Findings</b>: We linked records of the National Joint Registry for England and Wales and the Hospital Episode Statistics for patients with a primary hip or knee replacement in the National Health Service in England between April 2003 and September 2006. Hospital Episode Statistics records of succeeding admissions were used to identify revisions for any reason. 76,576 patients with a primary hip replacement and 80,697 with a primary knee replacement were included (51% of all primary hip and knee replacements done in the English National Health Service). In hip patients, 3-y revision rates were 0.9% (95% confidence interval [CI] 0.8%–1.1%) with cemented, 2.0% (1.7%–2.3%) with cementless, 1.5% (1.1%–2.0% CI) with “hybrid” prostheses, and 2.6% (2.1%–3.1%) with hip resurfacing (p < 0.0001). Revision rates after hip resurfacing were increased especially in women. In knee patients, 3-y revision rates were 1.4% (1.2%–1.5% CI) with cemented, 1.5% (1.1%–2.1% CI) with cementless, and 2.8% (1.8%–4.5% CI) with unicondylar prostheses (p < 0.0001). Revision rates after knee replacement strongly decreased with age. <b>Interpretation</b>: Overall, about one in 75 patients needed a revision of their prosthesis within 3 y. On the basis of our data, consideration should be given to using hip resurfacing only in male patients and unicondylar knee replacement only in elderly patients

Evidence for the impact of the 8.2-kyBP climate event on Near Eastern early farmers.

The 8.2-thousand years B.P. event is evident in multiple proxy records across the globe, showing generally dry and cold conditions for ca. 160 years. Environmental changes around the event are mainly detected using geochemical or palynological analyses of ice cores, lacustrine, marine, and other sediments often distant from human settlements. The Late Neolithic excavated area of the archaeological site of Çatalhöyük East [Team Poznań (TP) area] was occupied for four centuries in the ninth and eighth millennia B.P., thus encompassing the 8.2-thousand years B.P. climatic event. A Bayesian analysis of 56 radiocarbon dates yielded a high-resolution chronological model comprising six building phases, with dates ranging from before 8325-8205 to 7925-7815 calibrated years (cal) B.P. Here, we correlate an onsite paleoclimate record constructed from δ2H values of lipid biomarkers preserved in pottery vessels recovered from these buildings with changes in architectural, archaeozoological, and consumption records from well-documented archaeological contexts. The overall sequence shows major changes in husbandry and consumption practices at ca. 8.2 thousand years B.P., synchronous with variations in the δ2H values of the animal fat residues. Changes in paleoclimate and archaeological records seem connected with the patterns of atmospheric precipitation during the occupation of the TP area predicted by climate modeling. Our multiproxy approach uses records derived directly from documented archaeological contexts. Through this, we provide compelling evidence for the specific impacts of the 8.2-thousand years B.P. climatic event on the economic and domestic activities of pioneer Neolithic farmers, influencing decisions relating to settlement planning and food procurement strategies

Transcriptomic analysis of cutaneous squamous cell carcinoma reveals a multi-gene prognostic signature associated with metastasis

Background: Metastasis of cutaneous squamous cell carcinoma (cSCC) is uncommon. Current staging methods are reported to have sub-optimal performances in metastasis prediction. Accurate identification of patients with tumours at high risk of metastasis would have a significant impact on management.Objective: To develop a robust and validated gene expression profile (GEP) signature for predicting primary cSCC metastatic risk using an unbiased whole transcriptome discovery-driven approach.Methods: Archival formalin-fixed paraffin-embedded primary cSCC with perilesional normal tissue from 237 immunocompetent patients (151 non-metastasising and 86 metastasising) were collected retrospectively from four centres. TempO-seq was used to probe the whole transcriptome and machine learning algorithms were applied to derive predictive signatures, with a 3:1 split for training and testing datasets.Results: A 20-gene prognostic model was developed and validated, with an accuracy of 86.0%, sensitivity of 85.7%, specificity of 86.1%, and positive predictive value of 78.3% in the testing set, providing more stable, accurate prediction than pathological staging systems. A linear predictor was also developed, significantly correlating with metastatic risk.Limitations: This was a retrospective 4-centre study and larger prospective multicentre studies are now required.Conclusion: The 20-gene signature prediction is accurate, with the potential to be incorporated into clinical workflows for cSCC