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Modifying reality: marketing for the 22nd century
Gabriel H. De La Paz 한국마케팅과학회 2014 마케팅과학연구 Vol.24 No.3
Philosophy and philosophers are useful in making the calls and answering the bigquestions that, in the end, create the path for all mankind to follow. One of the greatfalsehoods is the belief that everything we produce is neither good nor evil – that evilresides rather in the person who uses them. Marketing is a powerful tool that canchange the behavior of people and eventually allow us to change reality. So, it isworthwhile to think about the way we use it and not just behave as a sorcerer’sapprentice, using it in the short term without asking the big questions: what ismarketing; why does it work; what should we do with it”? This article analyzes whatmarketing has been up to this point through reviewing the contributions of each of theschools of thought, digging into the history of marketing schools and analyzing itchronologically. To answer the question “why does it work”, the article briefly presentsa general theory of marketing that explains it as a complex phenomenon that emerges insociety when you create and communicate value propositions. To answer the question“what should we do with it”, the author questions some of the practices of marketing,the exchange and needs. Finally it proposes a marketing that is ecologicallysustainable: one that integrates us with rather than separates us from nature.
Seo, Dong Back,La Paz, Ariel I.,Miranda, Jaime The Korea Society of Management Information System 2014 Asia Pacific Journal of Information Systems Vol.24 No.4
Organizations need to exhibit characteristics of agility to stay ahead of their competitors and to survive in dynamic environments. One major concern for organizations is how to implement Information Systems (ISs) to enhance their agility. Organizations tend to spend too many resources to change their entire IS instead of only the components that cause problems without exactly knowing whether it enables or suppress organizational agility. To address these shortcomings and practical issues, we provide a framework to assess organizational agility and to diagnose a problem related to IS. By applying this prototype of the Agility Framework, we were able to diagnose a problem that the department of Management Control and Information Systems at the Universidad de Chile had and planned actions for them to improve its organizational agility with a course scheduling system, eClasSkeduler. This action research, which took more than 25-month for the first cycle, further develops the Agility Framework, which not only provides a way to link IS with organizational functions but also illustrates how to use it to diagnose a situation and plan actions for improving organizational agility through an information system.
서동백,Ariel I. La Paz,Jaime Miranda 한국경영정보학회 2014 Asia Pacific Journal of Information Systems Vol.24 No.4
Organizations need to exhibit characteristics of agility to stay ahead of their competitors and to survive in dynamic environments. One major concern for organizations is how to implement Information Systems (ISs) to enhance their agility. Organizations tend to spend too many resources to change their entire IS instead of only the components that cause problems without exactly knowing whether it enables or suppress organizational agility. To address these shortcomings and practical issues, we provide a framework to assess organizational agility and to diagnose a problem related to IS. By applying this prototype of the Agility Framework, we were able to diagnose a problem that the department of Management Control and Information Systems at the Universidad de Chile had and planned actions for them to improve its organizational agility with a course scheduling system, eClasSkeduler. This action research, which took more than 25-month for the first cycle, further develops the Agility Framework, which not only provides a way to link IS with organizational functions but also illustrates how to use it to diagnose a situation and plan actions for improving organizational agility through an information system.
Victor E. Balderas Hernandez,Luz M. T. Paz Maldonado,Emilio Medina Rivero,Ana P. Barba de la Rosa,Leandro G. Ordonez Acevedo,Antonio De Leon Rodriguez 한국생물공학회 2008 Biotechnology and Bioprocess Engineering Vol.13 No.1
The production of human interferon gamma (hIFN-γ) using a synthetic gene in Escherichia coli BL21-SI was optimized by response surface methodology (RSM) and a Box-Behnken design. The process variables studied were temperature, biomass concentration at induction time and the NaCl concentration as inducer. According to the Box-Behnken design, a second order response function was developed. The optimal expression conditions were a temperature of 32.6℃, induction biomass of 0.31 g/L and 0.3 M NaCl in minimal medium. The model prediction for the maximum hIFN-γ production was 77.3 mg/L, which corresponded satisfactorily with the experimental data. The hIFN-γ concentration attained under optimized conditions was 13-times higher than that obtained using the non-optimized conditions. We conclude that RSM is an effective method for the optimization of recombinant protein expression using synthetic genes in E. coli.
( Jorge Parodi ),( David Ormeno ),( Lenin D. Ochoa De La Paz ) 생화학분자생물학회(구 한국생화학분자생물학회) 2015 BMB Reports Vol.48 No.1
Alzheimer``s disease severely compromises cognitive function. One of the mechanisms to explain the pathology of Alzheimer’sdisease has been the hypotheses of amyloid-pore/channel formationby complex Aβ-aggregates. Clinical studies suggestedthe moderate alcohol consumption can reduces probability developingneurodegenerative pathologies. A recent report exploredthe ability of ethanol to disrupt the generation of complexAβ in vitro and reduce the toxicity in two cell lines. Molecular dynamics simulations were applied to understandhow ethanol blocks the aggregation of amyloid. On the otherhand, the in silico modeling showed ethanol effect over thedynamics assembling for complex Aβ-aggregates mediated bybreak the hydrosaline bridges between Asp 23 and Lys 28, wasare key element for amyloid dimerization. The amyloid pore/channel hypothesis has been explored only in neuronal models,however recently experiments suggested the frog oocytessuch an excellent model to explore the mechanism of the amyloidpore/channel hypothesis. So, the used of frog oocytes toexplored the mechanism of amyloid aggregates is new, mainlyfor amyloid/pore hypothesis. Therefore, this experimentalmodel is a powerful tool to explore the mechanism implicatesin the Alzheimer’s disease pathology and also suggests a modelto prevent the Alzheimer’s disease pathology.
Functional and Structural Effects of Amyloid-beta Aggregate on Xenopus laevis Oocytes
Jorge Parodi,Ataúlfo Martínez-Torres,Lenin Ochoa-de la Paz,Ricardo Miledi 한국분자세포생물학회 2012 Molecules and cells Vol.34 No.4
Xenopus laevis oocytes exposed to amyloid- aggregate generated oscillatory electric activity (blips) that was recorded by two-microelectrode voltage-clamp. The cells exhibited a series of “spontaneous” blips ranging in amplitude from 3.8 0.9 nA at the beginning of the recordings to 6.8 1.7 nA after 15 min of exposure to 1 M aggregate. These blips were similar in amplitude to those induced by the channel-forming antimicrobial agents amphotericin B (7.8 1.2 nA) and gramicidin (6.3 1.1 nA). The amyloid aggregate-induced currents were abolished when extracellular Ca2+ was removed from the bathing solution, suggesting a central role for this cation in generating the spontaneous electric activity. The amyloid aggregate also affected the Ca2+-dependent Cl- currents of oocytes, as shown by increased amplitude of the transient-outward chloride current (Tout) and the serum-activated, oscillatory Cl- currents. Electron microcopy revealed that amyloid aggregate induced the dissociation of the follicular cells that surround the oocyte, thus leading to a failure in the electro-chemical communication between these cells. This was also evidenced by the suppression of the oscillatory Ca2+-dependent ATP-currents, which require proper coupling between oocytes and the follicular cell layer. These observations, made using the X. laevis oocytes as a versatile experimental model, may help to understand the effects of amyloid aggregate on cellular communication.
Nicolas Moran,Michael Marsalli,Mauricio Vargas,Joaquin De la Paz,Marco Cartaya 대한견주관절의학회 2022 대한견주관절의학회지 Vol.25 No.4
Background: There is no standardized therapeutic strategy for locked posterior shoulder fracture–dislocation (PSFD), and no consensus exists on the analysis of preoperative factors. This retrospective study aimed to evaluate functional results and complications in a series of PSFD cases managed with open surgical treatment. Methods: Patients diagnosed with locked PSFD who underwent open surgical treatment with reduction and osteosynthesis between April 2016 and March 2020 were included. All participants were treated with open reduction and internal fixation. Functional assessment used the modified University of California, Los Angeles (UCLA) mod scale, American Shoulder and Elbow Surgeons (ASES) questionnaire, subjective shoulder value (SSV), and visual analog scale (VAS). Complications were evaluated clinically and radiologically by X-ray and computed tomography. Results: Twelve shoulders were included (11 patients; mean age, 40.6 years; range, 19– 62 years). The mean follow-up duration was 23.3 months (range, 12–63 months). The UCLA mod, ASES, SSV, and VAS scores were 29.1±3.7, 81.6±13.5, 78±14.8, and 1.2±1.4 points, respectively. The overall complication rate was 16.6%, with one case of post-traumatic stiffness, 1 case of chronic pain, and no cases of avascular necrosis. Conclusions: Open surgical treatment of locked PSFD can achieve good functional results. A correct understanding of these injuries and good preoperative planning helped us to achieve a low rate of complications.
King, J D,Strait, E J,Boivin, R L,Taussig, D,Watkins, M G,Hanson, J M,Logan, N C,Paz-Soldan, C,Pace, D C,Shiraki, D,Lanctot, M J,La Haye, R J,Lao, L L,Battaglia, D J,Sontag, A C,Haskey, S R,Bak, J G American Institute of Physics 2014 Review of scientific instruments Vol.85 No.8
<P>The DIII-D tokamak magnetic diagnostic system [E. J. Strait, Rev. Sci. Instrum. 77, 023502 (2006)] has been upgraded to significantly expand the measurement of the plasma response to intrinsic and applied non-axisymmetric '3D' fields. The placement and design of 101 additional sensors allow resolution of toroidal mode numbers 1 n 3, and poloidal wavelengths smaller than MARS-F, IPEC, and VMEC magnetohydrodynamic model predictions. Small 3D perturbations, relative to the equilibrium field (10(-5) < δB/B0 < 10(-4)), require sub-millimeter fabrication and installation tolerances. This high precision is achieved using electrical discharge machined components, and alignment techniques employing rotary laser levels and a coordinate measurement machine. A 16-bit data acquisition system is used in conjunction with analog signal-processing to recover non-axisymmetric perturbations. Co-located radial and poloidal field measurements allow up to 14.2 cm spatial resolution of poloidal structures (plasma poloidal circumference is ~500 cm). The function of the new system is verified by comparing the rotating tearing mode structure, measured by 14 BP fluctuation sensors, with that measured by the upgraded B(R) saddle loop sensors after the mode locks to the vessel wall. The result is a nearly identical 2/1 helical eigenstructure in both cases.</P>