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Performance Indices for the Evaluation of Microgrippers Precision in Grasping and Releasing Phases
Serena Ruggeri,Gianmauro Fontana,Giovanni Legnani,Irene Fassi 한국정밀공학회 2019 International Journal of Precision Engineering and Vol.20 No.12
In manipulating and assembly tasks, the gripper plays a fundamental role. Tasks at the microscale are particularly challenging due to the possible effect of unwanted stiction. Many different grasping tools (generally called microgrippers) have been developed and are described in literature. The differences rely on size, shape, exchanged forces with the manipulated parts and working principle depending on the application field. Despite the large number of research and industrial cases, each author has developed different and not comparable procedures and indices to assess the device grasping and releasing performance. Therefore, the paper proposes a formalization of methods and indices for the evaluation of the performance of a generic contact microgripper in terms of precision in grasping and releasing and successful rate. This review could be helpful to support the design or the choice of the most suitable gripper according to the properties of the components to be manipulated, the task requirements and the system constraints (i.e., according to the application requirements). The validity of the proposed methodologies and indices is confirmed by theory and experimental data analysis.
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LUXURY BRAND BUILDING AND REBRANDING THROUGH DIGITALISATION: THE CASE OF ITALIAN BRANDS IN CHINA
Serena Rovai,Dennis Valle 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
The main purpose of this paper is to investigate how a luxury brand may be affected by the variables associated to a new market entry as the Chinese and how those new market variables are integrated in the process of rebranding in the new geographical context. In doing so, the paper will review the existing literature in the field and following three derived propositions through a qualitative approach, it will analyse the successful brand strategy of three Italian luxury brands. The luxury brands considered in our investigation are three international ones with a specific consolidated brand heritage and with a multisectorial positioning. The methodological approach chosen in the analysis is the case-study method (Yin, 1984) with the specific purpose of focusing on a particular phenomenon instead of generalising (Schramm, 1971). Following the case-study methodology, this paper will explore and analyse the specific luxury brand building and rebranding process adopted by three Italian luxury brands to enter the new market and specifically through the digitalisation of the brand. The abstract will report a summary of one case as a reference sample. The empirical research will evidence the positive impact of digitalisation for successful luxury branding and rebranding in entry market strategy and justify its adoption in the exclusive luxury sector by the socio-cultural context-related factors of the new market. It will provide specific orientations and recommendations as well as best practices for luxury corporations on the specificities of branding and digitalisation of luxury in China. The research will show a successful model path for luxury branding when entering the Chinese market and the key impact of the “luxury digitalisation” strategy - usually associated to high accessibility - with respect to a traditional “luxury retailing” strategy - associated to the exclusivity of the luxury sector. Introduction The increasing interest in luxury brands in the fast growing economies of Asia, with particular attention towards China, has supported the growth of the luxury market in the last years. China, the global second largest economy, with the global largest consumer market, has reached a role of an undisguisable strategic leader in the luxury market. Far from theexponential double digit growth rates characterizing China’s growth in the past decades - as high as 14.2% in 2007 – at the moment it is entering a different phase of growth. A recent trend is tending to see China as the source of a multiplicity of diversified aspects impacting the global luxury market scenario – despite the fact that luxury industry market situation is not simply China related. The ongoing Chinese growth in the last decade has been associated with a decrease in European and US markets. In addition to this, further issues have negatively affected the market grow more related to Chinese market specificity. Chinese exponential luxury market growth has negatively influenced the exclusivity aura associated to luxury goods and consequently disrupting non-Chinese luxury customers and Chinese top spenders luxury brands orientation. In relation to the economic crisis in consolidated markets, international luxury brands have focused their interest towards fast growing economies. As a result, global brands have focused their attention on attracting fast growing economies with a specific growth in affluent consumers interested in foreign brands and in an augmentation in global consumption (Le Monkhouse et al., 2012). As a consequence, China has attracted much attention by significantly contributing to balance the sales decline in consolidated economies that in 2013 accounted for 28% of the €212 billion global luxury consumption (Schiliro, 2013). In the new luxury oriented Chinese context, local shoppers have started to become brand aware of what they were in the past and with a specific focus on luxury fashion brands (Bruce & Kratz, 2007). However, it would be too limited to simply consider that the volumes of the market and focus on luxury brands is resulting only from consumer intentions to purchase luxury brands. A multiplicity of factors and in particular context related factors affecting shoppers luxury brand perception and luxury goods purchasing experience must be considered and as a consequence those context related factors that may affect the branding process itself. China's culture is different from Western cultures (Henriksen, 2009), and thus, Chinese luxury consumption may not follow the trends of the Western world. The Chinese perceive luxury brand value in terms of China's unique cultural background and as a consequence of the Chinese economic development, the Chinese luxury lifestyle is gradually evolving and beginning to show its own distinct characteristics. Although prior research related to luxury examines different cultures and markets such as the US, Indian, European, the Chinese luxury context and its impact on luxury brand when entering this market have not been examined sufficiently. Literature review Luxury Brands, Rebranding and the Chinese Context Literature teaches us that “luxury” is used to denote the main category of highly prestigious brands (Vigneron & Johnson, 2004). In the same way, luxury brands are related to wealth, exclusivity and power and are related to the fulfilment of nonessential desires (Brun et al., 2008 and Dubois and Gilles, 1994). “Luxury brands” comprises highly quality, expensive and nonessential goods and services that are symbols of rarity, exclusivity, prestige, and authenticity in for their consumers and they can provide highlevels of symbolic and emotional value (Tynan, McKechnie, & Chhuon, 2009). Vigneron and Johnson (2004) and later Wiedman et al. (2007) defined the concept of luxury as the physical and psychological values provided by prestige of luxury brands and consequently highlighting the symbolic and conceptual dimension associated to luxury. However, it was evidenced how the dimension is strongly associated to the cultural values and to the social environment by considering luxury goods representatives of individual and social identity (Vickers & Renand, 2003). These elements of exclusivity, prestige, rarity as well as individual and social identity are the key values distinguishing luxury from nonluxury brands (Tynan et al., 2009). In the same perspective, Kapferer (1997, p. 334) highlighted the importance of those luxury brand values in evidencing that brand memory and brand values should not be abandoned when the brand is revised suggesting that rebranding is an incremental process in contrast to a radical change. The Digitalisation of Luxury Brands and the Chinese Market In the western countries, the elder people mainly compose luxury customers, while luxury consumers become younger (about under 40 years old) in China. The increasing number of middle-level class has been the main force of online luxury consuming. The consumption concept of younger customers are huge different from that of traditional customers. Solomon (2009) expressed that customers’ behavior is a dynamic concept because they are influenced by the outer factors and inner elements (Solomon, 2009). A survey from McKinsey & Company indicates that there are almost 90% of Chinese Internet users living in tier1, tier2 and tier 3 cities have enrolled in a social-media site and Chinese people can be regarded as the world’s most active social-media population, around 91% of respondents telling they visited a social-media site in the previous six months, followed by 70% in South Korea, 67% in the United States and 30% in Japan (Chiu, Lin, & Silverman, 2012). The Chinese social and cultural context is increasingly becoming “digitally savvy” and Chinese citizens are more likely to gain information from Internet when they would make shopping decisions. First Proposition Indirect orientation for the first proposition comes from Vickers and Renard (2003) conceptual development that evidences that the conceptual dimension of luxury is strongly influenced by cultural elements and by the social context. Consequently it derives that the digitalisation of luxury as a part of the social and cultural variables of contemporary Chinese consumers’ market will be conceptualised in the rebranding process for luxury brands when entering the Chinese market. Second Proposition Specific support for our second proposition comes from Kapferer (1997) theory highlighting that successful luxury rebranding has to keep least certain core brand elements to have a proper transition from the existing luxury brand to the revised luxury brand in the new Chinese market. The digitalisation process for rebranding will evidence the core elements kept as a part of the brand heritage and identity.In the re-branding process new market segments may be touched or even new markets (Kapferer, 1997). Successful luxury rebranding may require meeting the needs of new market segments. As a consequence, in our third proposition it is assumed that new attributes to the brand may be required to satisfy the new market and in particular the Chinese digitally savvy” segment. These principles of rebranding applied to our Chinese luxury context refers to the existing literature relating to re-create the brand vision to entry the new Chinese market. Research questions and methodology This research aims to analyse the impact of cultural and social variables of a new market, the Chinese one, in the redefinition of a luxury brand and in particular: - the evolution towards a new digital orientation as a response to the needs of the new customer segments - the specific socio-cultural characteristics of the new Chinese market customer segments In order to provide specific responses from the field, the empirical research methodology is based on the case analysis method (Yin, 1984). The luxury brands cases considered in the research have been kept anonymous in order to keep the confidentiality of the data collected and consequently referred as A, B and C. It has been based on interviews carried out in China and in Europe with the management of the luxury brand, with a sample of its customer segments and also on the published data of the corporation. The Case of an Italian Luxury Brand in China The A case: Rebranding through Digitalisation for Successful Entry in the Chinese Market Out of the three cases, A is an Italian global luxury brand with an established brand image and heritage internationally. Its positioning as authentic luxury brand worldwide specifically focus its image on exclusivity, originality and innovative design. China, which was entered lately with respect to the other geographical markets in their global strategy, has now become clearly the main focus. Its entry strategy has been oriented towards a progressive reinforcement of relations between brand and market, in particular in relation to the digitalisation of the market and its consumption mode. The brand started opening the main flagship store in the Mainland China capital Beijing and following with the fashion centre Shanghai at the beginning of 2006. After a few years of gradual expansion and monitoring of the market evolution, the brand can nowadays count on a consolidated flagship store network adding value to the brand awareness. Counting on the younger Chinese luxury market segments, the brand had a remarkable immediate growth in the market as a result of its brand core values and image as well as of its own digitalisation of the brand development strategy. The growth and consolidated positioning allowed the brand to start a brand expansion strategy by introducing the cosmetics line in department stores after clothing and apparel and perfumes. Conclusion A luxury brand focused on a specific rebranding as entry strategy for the Chinese market through the integration between the socio-cultural variables associated to the local context and the core components of the brand. A transferred the brand to the Chinesemarket by maintaining its own young style and image, specifically suitable for the young Chinese luxury market. In the initial phase of the Chinese market entry, A focused on reinforcing the brand image and awareness in the local socio-cultural context by developing their retail and distribution in particular by having key premium locations, fundamental to communicate the brand identity and core values. However, the retailing network was not perceived as sufficient to create “a social buzz” in the Chinese young socio-cultural context that is specifically influenced by digital media in this geographical environment. The analysis of the brand and its entry strategy in China have clearly shown that they entry and kept expanding in China from first to third tier cities and to different targeted segments by developing an intelligent digitalisation of the brand. Starting from developing a Chinese version of the brand name, A brand modified its brand name as a main strategy to giving meaning to the brand in the Chinese socio-cultural context, as well as emphasizing the heritage of the brand and creating a strong position in the mind of the Chinese consumer and creating a strong advantage in the digital search positioning. Furthermore, in analysing the market socio-cultural digital trends and the decreasing reach of conventional media and the increasing one of the digital ones, A decided to focalise on a diversified use of digital media in their entry strategy - through online video advertising and the growing digital out of home as well as local search engine as Baidu or local social networks, BAIDU Sina.com Wechat Youku and in particular online influencers and BBS, Bullet Board Systems – by clearly choosing to rebrand through the digitalisation of their luxury brand in compliance with the socio-cultural variables and trends of the market. The sample case will be reported and the model path for branding and rebranding in the Chinese context will be presented.
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Serena Rovai 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.2
The relationship between luxury and digitalisation, has been and still is problematic. Literature evidenced the challenging situation for luxury goods and online purchase with respect to exclusivity and identity. China has shown impressive orientation towards the digitalise world and a steady increase in Internet use in every business sector. Chinese market has its own socio-cultural norms and its luxury and fashion purchasing habits seemingly in constant evolution. The situation in China has indicated that luxury fashion brands and digitalisation have not fully revealed its development in relation to its “Chineseness” – or the specifi city of the Chinese luxury and fashion market. As a result of the very limited research on digitalisation, luxury and China, this study will try to provide an understanding on the emerging issues – derived from the Chinese consumer market – which infl uence digitalisation strategy for luxury brands in China.
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Serena-Kaye Sims,Madelynne Saddow,Lilly McGonegal,Catrina Sims-Robinson 한국뇌신경과학회 2024 Experimental Neurobiology Vol.33 No.1
The benefit of intranasal brain derived neurotrophic factor (BDNF) treatment on cognitive function in a neonatal postnatal day 7 (P7) mouse model of hypoxic ischemia (HI) was explored. Intranasal delivery is attractive in that it can promote widespread distribution of BDNF within both the brain and spinal cord. In this study we evaluated the effectiveness of intranasal BDNF to improve cognitive recovery following HI. HI is induced via ligation of the right carotid artery followed by a 45-minute exposure to an 8% oxygen/ 92% nitrogen mixture in an enclosed chamber. Male and female pups were subjected to a 2-hour hypothermia in a temperature-controlled chamber as a standard of care. A solution of saline (control) or recombinant human BDNF (Harlan Laboratories) was administered with a Gilson pipette at the same time each day for 7 days into each nasal cavity in awake mice beginning 24 hours after HI. We evaluated cognitive recovery using the novel object recognition (NOR) and western analysis to analyze neuro-markers and brain health such as synaptophysin and microtubule associated protein -2 (MAP2). The objective of this study was to evaluate the role and therapeutic potential of BDNF in neonatal HI recovery. Our results indicate that intranasal BDNF delivered within 24 hours after HI improved object discrimination at both 28 and 42 days after HI. Our results also demonstrate increased synaptophysin and MAP2 at day 42 in HI animals that received intranasal BDNF treatment compared to HI animals that were administered saline.
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Serena Benedetti,Francesca Benvenuti,Stefano Scoglio,Franco Canestrari 한국식품영양과학회 2010 Journal of medicinal food Vol.13 No.1
The oxygen radical absorbance capacity (ORAC) assay has been widely used to quantify peroxyl radical scavenging capacity of pure antioxidant compounds and antioxidant plant/food extracts. However, it has never been applied to natural compounds derived from microalgae-based dietary supplements, namely, phycocyanin (PC) and phycocyanobilin (PCB), for which a strong radical scavenger activity has been documented. In this article, we applied the ORAC method to investigate the capacity of PC and PCB purified from the edible microalga Aphanizomenon flos-aquae to directly quench peroxyl radicals in comparison to well-known antioxidants molecules such as Trolox, ascorbic acid, and reduced glutathione. As a result, PCB was found to have the highest ORAC value (22.18μmol of Trolox/μmol of compound), comparable to that of PC (20.33μmol of Trolox/μmol of compound), hence confirming that PCB is mostly responsible for the scavenger activity of PC and making the protein a possible source of the antioxidant in vivo. Our data further corroborate the use of these natural compounds from A. flos-aquae as dietary antioxidant supplements in the treatment of clinical conditions related to oxidative stress.
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Il ruolo della scrittura popolare nella ricostruzione di se ai tempi delle grandi migrazioni
( Serena Cantoni ) 한국이탈리아어문학회(구 한국이어이문학회) 2015 이탈리아어문학 Vol.0 No.44
Active or passive migrations have always changed social static circumstances. The Italian migration phenomenon of the XX century was a real “history of people” with its own beginning in a serie of tales that twist and turn through both oral remembrances and private writings’ archives. Those documents, which were too long underestimated, revealed themselves as important materials rich of features such as language, literature, history, anthropology, geography, all-related elements that with an analytical and scientific approach have clearly drafted a socio-historical phenomenon. The present study is an analytical journey through the letters of Italians, women and men, who migrated at the beginning of the XX century. With their experiences and writings they have built up a new identity becoming authors of themselves, their lives, their mother tongue and the bilingualism of their sons. They have truly determined the evolution of contemporary Italian language and history opening the borders of Italian culture towards a ‘still in progress’ construction of an intercultural identity.
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Serena Xodo,Giulia Trombetta,Caterina Morassutto,Giovanni Baccarini,Lisa Celante,Lorenza Driul,Ambrogio P Londero 대한초음파의학회 2024 ULTRASONOGRAPHY Vol.43 No.1
Purpose: This study was conducted to evaluate the prevalence of perineal trauma during childbirth and to assess the correlations of the pelvic floor dimensions and fetal head station with obstetric trauma in a prospectively recruited cohort of women. Methods: The study included women with a gestational age of at least 37 weeks, who were carrying a single fetus in a cephalic presentation. Transperineal ultrasound (TPU) was performed prior to the onset of labor or labor induction. The purpose was to measure the anteroposterior diameter (APD) of the levator ani muscle (LAM) and the angle of progression, at both rest and maximum Valsalva maneuver. The head-perineum distance was assessed only at rest. Results: A total of 296 women were included. Of the 253 women who delivered vaginally, 19.0% (48/253) experienced no perineal trauma, 18.2% (46/253) received an episiotomy during childbirth, 34.4% (87/253) sustained a first-degree laceration, 25.3% (64/253) had a second-degree laceration, and 3.2% had a third- or fourth-degree laceration (8/253). Women with episiotomy had a significantly shorter median APD under Valsalva than women without perineal trauma. Furthermore, women with LAM coactivation (identified by a negative difference between the APD at Valsalva and the APD at rest) were approximately three times more likely to undergo an operative vaginal delivery and over five times more likely to sustain a third- or fourth-degree tear during childbirth than women who exhibited normal relaxation of the LAM during the Valsalva maneuver. Conclusion: TPU may predict the risk of perineal trauma in women with term pregnancy during childbirth. Purpose: This study was conducted to evaluate the prevalence of perineal trauma during childbirth and to assess the correlations of the pelvic floor dimensions and fetal head station with obstetric trauma in a prospectively recruited cohort of women.Methods: The study included women with a gestational age of at least 37 weeks, who were carrying a single fetus in a cephalic presentation. Transperineal ultrasound (TPU) was performed prior to the onset of labor or labor induction. The purpose was to measure the anteroposterior diameter (APD) of the levator ani muscle (LAM) and the angle of progression, at both rest and maximum Valsalva maneuver. The head-perineum distance was assessed only at rest.Results: A total of 296 women were included. Of the 253 women who delivered vaginally, 19% (48/253) experienced no perineal trauma, 18.2% (46/253) received an episiotomy during childbirth, 34.4% (87/253) sustained a first-degree laceration, 25.3% (64/253) had a second-degree laceration, and 3.2% had a third- or fourth-degree laceration (8/253). Women with episiotomy had a significantly shorter median APD under Valsalva than women without perineal trauma. Furthermore, women with LAM coactivation (identified by a negative difference between the APD at Valsalva and the APD at rest) were approximately three times more likely to undergo an operative vaginal delivery and over five times more likely to sustain a third- or fourth-degree tear during childbirth than women who exhibited normal relaxation of the LAM during the Valsalva maneuver.Conclusion: TPU may predict the risk of perineal trauma in women with term pregnancy during childbirth.
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