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A Conceptualization of Branded Viral Marketing

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This thesis provides a conceptualization and evaluation of the different dimensions of viral marketing (i.e., good digital strategy, viral and mega viral), as well as an identification of what triggers

This thesis provides a conceptualization and evaluation of the different dimensions of viral marketing (i.e., good digital strategy, viral and mega viral), as well as an identification of what triggers consumers to share videos and other digital content made by and for brands. In addition, based off of the research and three case studies that exemplify viral marketing (i.e. Nike, Blendtec and Old Spice), this thesis provides an application of viral marketing to the brand JanSport.

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  • 2013-05

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Communication, goals and collaboration in buyer-supplier joint product design

Description

Original equipment manufacturers (buyers) are increasingly involving suppliers in new product development as a means to increase efficiency and expand capabilities. To realize such benefits, however, the two firms need

Original equipment manufacturers (buyers) are increasingly involving suppliers in new product development as a means to increase efficiency and expand capabilities. To realize such benefits, however, the two firms need to have appropriate communication and goal structures to minimize friction while maximizing design quality. In addition, the effectiveness of the inter-firm interaction process, i.e. their collaboration quality, is also a key success factor. This study draws from Information Process Theory to propose that higher technical and relational uncertainty requires more inter-firm communication. The misalignment between communication intensity and uncertainty reduces both design quality and design efficiency. Goal incongruence, which always lowers project performance, is less harmful for projects with high technical uncertainty due to the potential of the conflict resolving process in improving decision quality and efficiency. Finally I use Hackman's theory of work group effectiveness to propose that collaboration quality fully mediates the effects of communication intensity and goal congruence on project outcomes. The study used an empirical survey of manufacturers as the primary method of data collection. Manufacturers that integrate and assemble complex and discrete products are the target population. Design engineers and project managers from manufacturers were my target respondents. Both SEM and hierarchical regression were used to test the conceptual model. The dissertation made five theoretical contributions. First, I introduced the concept that there is an optimal level of inter-firm communication intensity, exceeding which lowers design efficiency without improving design quality. Second, I theoretically defined and empirically operationalized two types of uncertainty, one on the project level and one on the inter-firm level, which were shown to moderate the effects of inter-firm communication and goal structures on collaboration outcomes. Third, this study examined the conditions when goal congruence is more effective in improving collaboration outcomes. Fourth, this study nominally and operationally defined collaboration quality, a theoretical construct which measure the effectiveness of inter-partner interactions rather than mere existence or amount of certain activities pursued by partners. Finally, I proposed several enhancements to existing construct measures.

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Date Created
  • 2011

An orchestra audition handbook for bass players

Description

The following project is an audition preparation handbook for double bass players. The materials and techniques included are designed for use by advanced collegiate bass players seeking work as freelance

The following project is an audition preparation handbook for double bass players. The materials and techniques included are designed for use by advanced collegiate bass players seeking work as freelance or contracted musicians. Subjects ranging from finding an opening, becoming mentally and physically prepared, and developing the skills and experience necessary to be successful will be examined. The most frequently requested audition excerpts are included in this document, carefully extracted from the original orchestra parts and notated with efficient fingerings. Elements of style and performance are discussed. Each of the excerpts is recorded on the enclosed CD, performed by the author as examples to the readers. It is the hope of the author that the study and use of this text will better prepare the readers for entrance into the working world of the music industry. Ideas, processes, and materials that are often neglected in a degree program are examined with the hope that students will be better prepared to audition for, and win orchestral positions.

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  • 2011

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The acquisition of the subjunctive mood by intermediate-level learners of Spanish: the relationship between mood and modality

Description

This study examines the effect that the modality (volition, doubt, emotion, belief, knowledge, etc.) of matrix noun clauses has on the ability of intermediate (second-year) Spanish L2 students (n=56) to

This study examines the effect that the modality (volition, doubt, emotion, belief, knowledge, etc.) of matrix noun clauses has on the ability of intermediate (second-year) Spanish L2 students (n=56) to properly produce the subjunctive and indicative moods, the relative order in which students tend to most accurately produce the subjunctive in response to the modalities of volition, doubt, and emotion, and students' level of syntactic ability and mood development. Each participant took a test consisting of twenty questions containing various modalities intended to elicit either the subjunctive or indicative mood. Participants also filled out a questionnaire that was designed to ascertain the participants' level of formal and informal experience with Spanish. The results of this study show that a) when the subjunctive was the target response most participants favored the unmarked indicative mood significantly more than the marked subjunctive mood, b) students most accurately produced the subjunctive to the modality of volition (VL), followed by doubt (DT), and emotion (EM), which is consistent with Collentine's study, and c) students were able to process complex syntax when producing the unmarked indicative mood but not when they were prompted to produce the marked subjunctive mood. The results of this study show that pedagogical expectations regarding the acquisition of the subjunctive mood by second-year Spanish students may be unrealistic as these students were operating somewhere between the pre-syntactic and syntactic stages.

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  • 2011

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The museum, the flâneur, and the book: the exhibitionary complex in the work of Henry James

Description

The Victorian era was the age of museum development in the United States. In the wake of these institutions, another important figure of the nineteenth century emerged--the flâneur. The flâneur

The Victorian era was the age of museum development in the United States. In the wake of these institutions, another important figure of the nineteenth century emerged--the flâneur. The flâneur represents the city, and provided new mechanisms of seeing to the public. The flâneur taught citizens how to gaze with a panoptic eye. The increasing importance of cultural institutions contributed to a new means of presenting power and interacting with the viewing public. Tony Bennett's exhibitionary complex theory, argues that nineteenth-century museums were institutions of power that educated, civilized, and through surveillance, encourage self-regulation of crowds. The flâneur's presence in the nineteenth century informed the public about modes of seeing and self-regulation--which in turn helped establish Bennett's theory inside the museum. The popular writing and literature of the time provides an opportunity to examine the extent of the exhibitionary complex and the flâneur. One of the most prominent nineteenth-century authors, Henry James, not only utilizes museums in his work, but he often uses them in just the manner Bennett puts forth in his theory. This is significant because the ideas about museums in James's work shaped the minds of an expanding literary public in the United States, and further educated, civilized, and regulated readers. James also represents the flâneur in his writing, which speaks to broader cultural implications of the both exhibitionary complex on the outside world, and the effects of broader cultural influences on the museum. Beyond the impact of James's work, in the late nineteenth century American culture increasingly became centered around the printed word. The central position of books in American culture at the end of the nineteenth century allowed books and libraries to appropriate the exhibitionary complex and become tools of power in their own right. The book and the library relate to the museum as part of a larger cultural environment, which emerged as a result of modernity and a response to the ever-changing nineteenth-century world.  

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  • 2011

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Between reconciliation and justice: the struggles for justice and reconciliation in Colombia

Description

Over the past decades, Colombian society has endured the impact of a longstanding political conflict among different actors and outrageous expressions of violence, especially among left wing guerrillas, right wing

Over the past decades, Colombian society has endured the impact of a longstanding political conflict among different actors and outrageous expressions of violence, especially among left wing guerrillas, right wing paramilitary groups and the state government. Drawing on socio-legal studies in transitional justice and human rights, this research attempts to analyze the recent experience of transitional justice in Colombia. The main purpose of this research is to understand how political, institutional and social actors, especially the government, the courts, the human rights and transitional justice NGOs, and victims associations, frame the mechanisms of transitional justice and use legal instruments to transform the conflict and reach what they consider "justice." It also attempts to understand the relations between politics and law in the context of a hegemonic discourse of security and give account of the expressions of resistance of human rights networks. In doing so, this research advances theory on literature about law and society and transitional justice by means of applying and expanding the theoretical framework of socio-legal research via the process of transitional justice in Colombia. The dissertation presents information gathered in the field in Colombia between July 2009 and July 2010 through a qualitative research design based on document analysis and in-depth interviews with members of different international and domestic human rights organizations, victims' organizations and national institutions. The research explains how these organizations combined political and legal actions in order to contest a project of security, and more specifically a project of impunity that came from negotiations with the paramilitary groups. The research also explains how the human rights networks not only mobilized internationally to gain political support from the international community, but also how these organizations contributed to transform the political debate about victims' rights. The research also explains how the human rights organizations and victims' groups articulated the global discourse on human rights and the local and domestic meanings constructed by the emerging movements of victims. Finally, the research analyses the relevance of legal practices consisting on strategic use of law in order to protect the victims of human rights violations.

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  • 2011

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A bilingual, bicultural interpreter and researcher navigates blurry boundaries and intersectionality

Description

A researcher reflects using a close reading of interview transcripts and description to share what happened while participating in multiple roles in a larger ethnographic study of the acculturation process

A researcher reflects using a close reading of interview transcripts and description to share what happened while participating in multiple roles in a larger ethnographic study of the acculturation process of deaf students in kindergarten classrooms in three countries. The course of this paper will focus on three instances that took place in Japan and America. The analysis of these examples will bring to light the concept of taking on multiple roles, including graduate research assistant, interpreter, cultural mediator, and sociolinguistic consultant within a research project serving to uncover challenging personal and professional dilemmas and crossing boundaries; the dual roles, interpreter and researcher being the primary focus. This analysis results in a brief look at a thought provoking, yet evolving task of the researcher/interpreter. Maintaining multiple roles in the study the researcher is able to potentially identify and contribute "hidden" knowledge that may have been overlooked by other members of the research team. Balancing these different roles become key implications when interpreting practice, ethical boundaries, and participant research at times the lines of separation are blurred.

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  • 2011

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Growth, characterization, and thermodynamics of III-nitride semiconductors

Description

III-nitride alloys are wide band gap semiconductors with a broad range of applications in optoelectronic devices such as light emitting diodes and laser diodes. Indium gallium nitride light emitting diodes

III-nitride alloys are wide band gap semiconductors with a broad range of applications in optoelectronic devices such as light emitting diodes and laser diodes. Indium gallium nitride light emitting diodes have been successfully produced over the past decade. But the progress of green emission light emitting devices has been limited by the incorporation of indium in the alloy, mainly due to phase separation. This difficulty could be addressed by studying the growth and thermodynamics of these alloys. Knowledge of thermodynamic phase stabilities and of pressure - temperature - composition phase diagrams is important for an understanding of the boundary conditions of a variety of growth techniques. In this dissertation a study of the phase separation of indium gallium nitride is conducted using a regular solution model of the ternary alloy system. Graphs of Gibbs free energy of mixing were produced for a range of temperatures. Binodal and spinodal decomposition curves show the stable and unstable regions of the alloy in equilibrium. The growth of gallium nitride and indium gallium nitride was attempted by the reaction of molten gallium - indium alloy with ammonia at atmospheric pressure. Characterization by X-ray diffraction, photoluminescence, and secondary electron microscopy show that the samples produced by this method contain only gallium nitride in the hexagonal phase. The instability of indium nitride at the temperatures required for activation of ammonia accounts for these results. The photoluminescence spectra show a correlation between the intensity of a broad green emission, related to native defects, and indium composition used in the molten alloy. A different growth method was used to grow two columnar-structured gallium nitride films using ammonium chloride and gallium as reactants and nitrogen and ammonia as carrier gasses. Investigation by X-ray diffraction and spatially-resolved cathodoluminescence shows the film grown at higher temperature to be primarily hexagonal with small quantities of cubic crystallites, while the one grown at lower temperature to be pure hexagonal. This was also confirmed by low temperature photoluminescence measurements. The results presented here show that cubic and hexagonal crystallites can coexist, with the cubic phase having a much sharper and stronger luminescence. Controlled growth of the cubic phase GaN crystallites can be of use for high efficiency light detecting and emitting devices. The ammonolysis of a precursor was used to grow InGaN powders with different indium composition. High purity hexagonal GaN and InN were obtained. XRD spectra showed complete phase separation for samples with x < 30%, with ~ 9% indium incorporation in the 30% sample. The presence of InGaN in this sample was confirmed by PL measurements, where luminescence from both GaN and InGaN band edge are observed. The growth of higher indium compositions samples proved to be difficult, with only the presence of InN in the sample. Nonetheless, by controlling parameters like temperature and time may lead to successful growth of this III-nitride alloy by this method.

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  • 2011

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A ",field_main_title:"most enjoyable evening: music in early Prescott and Flagstaff, Arizona Territory, ca. 1865-ca. 1890

Description

Although one finds much scholarship on nineteenth-century music in America, one finds relatively little about music in the post-Civil-War frontier west. Generalities concerning small frontier towns of regional importance remain

Although one finds much scholarship on nineteenth-century music in America, one finds relatively little about music in the post-Civil-War frontier west. Generalities concerning small frontier towns of regional importance remain to be discovered. This paper aims to contribute to scholarship by chronicling musical life in the early years of two such towns in northern Arizona territory: Prescott and Flagstaff. Prescott, adjacent to Fort Whipple, was founded in 1864 to serve as capital of the new territory. Primarily home to soldiers and miners, the town was subject to many challenges of frontier life. Flagstaff, ninety miles to the north-northwest, was founded about two decades later in 1883 during the building of the Atlantic & Pacific Railroad, which connected the town to Albuquerque, New Mexico in the east and southern California in the west. Although the particular resources of each town provided many different musical opportunities, extant newspaper articles from Prescott's Arizona Miner and Flagstaff's Arizona Champion describe communities in which musical concerts, dances and theatrical performances provided entertainment and socializing for its citizens. Furthermore, music was an important part of developing institutions such as the church, schools, and fraternal lodges, and the newspapers of both towns advertised musical instruments and sheet music. Both towns were home to amateur musicians, and both offered the occasional opportunity to learn to dance or play an instrument. Although territorial Arizona was sometimes harsh and resources were limited, music was valued in these communities and was a consistent presence in frontier life.

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  • 2011

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The indices of bone changes in response to exercise

Description

The gold standard for bone measurement is DXA (dual energy X-ray absorptiometry). Typically, to observe changes in bone by DXA, a minimum of a 4-month intervention is required. Serum osteocalcin

The gold standard for bone measurement is DXA (dual energy X-ray absorptiometry). Typically, to observe changes in bone by DXA, a minimum of a 4-month intervention is required. Serum osteocalcin (OST) (a bone formation marker) and quantitative ultrasound (QUS) of the calcaneus can be used as indicators of bone change but the sensitivity and time course of these indices to short term interventions are unknown. The purpose of this study was twofold: to compare monthly changes in OST and QUS in response to jump training and to evaluate the relationship between DXA, OST and QUS. Young women with QUS t-scores less than 1.0 were randomized into a jump training (J) (n=16) or control (C) (n=16). J consisted of a progressive routine of 1 and 2-footed jumping performed 3 days per week for 4 months. Body composition, QUS and OST were measured at baseline, and monthly for 4 months. DXA and 24-hour dietary recalls were completed at baseline and 4 months. Low attrition rate (12.5%) and high compliance (98%) with the exercise intervention was recorded. No significant correlations between QUS and OST existed. No significant differences were observed between groups at baseline in body composition or bone variables. Monthly increases in OST were observed but there were no significant differences over time between groups in any bone variables. OST and QUS may be indicative of short term bone changes but these variables were not specifically sensitive to the jumping intervention in this population of women.

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  • 2011