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This paper explores how Irish information, communication, and technologies (ICT) firms use networks to achieve objectives and commercialise technology. The research availed of Heracleous and Murray’s (2001) taxonomy of networks, based on the dimensions of interdependence and durability was used to classify and provide insight into the nature of networks. The benefits accruing from network participation are reputational benefits by association, learning and informational advantages, as well as shared resources. The research surveys members of the Information Technology Association of Galway (ITAG), an ICT network in Galway, Ireland. The findings indicate ITAG members participate in various networks simultaneously and there are different motivations and drawbacks associated with each network type. The preference is for short‐term collaborative forms, which provide immediate returns.

The Irish wine market has experienced unprecedented growth in the last 15 years; drivers of growth include increased affordability and accessibility of wine and improved branding. The purpose of this paper is to examine how the Irish wine market may be meaningfully segmented for successful brand positioning.

This research adopts a lifestyle segmentation approach by linking lifestyle values, product attributes and buying and consumption patterns. The primary research is descriptive in design, employing a self‐administered questionnaire to collect quantitative data on wine consumer behaviour. Efforts made to ensure a highly representative sample included choosing a large sample size, administering the questionnaire in a range of outlets, and gathering information from wine drinkers with wide ranging involvement levels.

The research identifies three clusters of wine consumers: casual wine buyer, value seeking wine buyer, and wine traditionalist. Together, the clusters provide an insight into consumers' behaviour. The high correlation of statistics from this research with those of The Wine Development Board suggests the data findings are representative of the population.

A limitation of adopting a behavioural basis in conducting the segmentation is the highly descriptive nature of the resulting data. Examining behaviours give an insight into how consumers act, but fails to take into account the underlying motivations and rationale for consumer actions. The use of more complex segmentation bases, such as value systems and lifestyles may yield a richer understanding of the Irish wine consumer.

The profiles provide wine marketers with an insight into Irish wine consumer behaviour. The demographic information and the buyer behaviour data provide marketers with points of access to their target market. Brand positioning can be improved by ensuring the brand communicates and emphasises the product attributes, which the targeted segments value the most when choosing wine.

Cloon Keen Atelier develops candle and skin care products. The challenge for this small operator is to develop a strategy, which reinforces its chosen position as it develops new products and expands into other markets. Cloon Keen is known for its premium scented candles, but it is seeking to expand into the personal care market by creating their own line of skin care products and complementary accessories. Cloon Keen believes their handcrafted candles could provide a platform for developing a lifestyle brand. This paper aims to address these issues.

In‐depth interviews and secondary sources are used to collate the information from which the case study is developed.

Achieving the status of a lifestyle brand means the products embody the values and aspirations of particular group(s) or culture; it speaks powerfully to the core identity of its consumers. Typically, lifestyle brands are accompanied by a powerful promotional campaign to communicate the lifestyle brand values to audiences. To date, Cloon Keen's promotional efforts have been limited. The question is whether it can develop sufficient market presence to one day make the claim of being a lifestyle brand. The challenge for Cloon Keen is to find the optimum market position that provides a strategic advantage in a climate of robust competition.

The case study provides the opportunity to examine how an small‐ to medium‐sized enterprises may build its brand presence within a highly competitive market.

The purpose of this paper is to examine the branding and communications strategy of the International Committee of the Red Cross (ICRC). The ICRC is the world's oldest non‐religious organisation dedicated to humanitarian relief. The ICRC's remit includes civilian and military victims of armed conflicts and internal disturbances, as well as human rights issues that transcend conflict situations, such as disaster response and preparedness, health and care in the community and humanitarian principles and values. The ICRC is the founding body of the International Red Cross and Red Crescent Movement and coordinates the efforts of the National Societies and their International Federation.

Various secondary sources are used to collate the information from which the case study is developed.

The ICRC's longevity is attributed to its ability to evolve, albeit at times slowly. However, the environment in which the ICRC operates is changing rapidly. Like many international non‐profit organisations, the ICRC faces considerable challenges to ensure it remains relevant by responding to the shifting environment in a flexible and creative manner. Consequently, the ICRC's communication efforts have become increasingly important.

The case study provides the opportunity to examine the branding and communications strategy for a prominent non‐profit organisation.

In this chapter we focus on food sovereignty and agroecology, in the transnational peasant social movement La Via Campesina, as issues which help us analyze mechanisms of internal convergence in rural social movements. We examine such convergence through the building of collective processes, and in the construction of mobilizing frames for collective action. In particular, we analyze the encounter and diálogo de saberes (dialog among different knowledges and ways of knowing) between different rural cultures (East, West, North, and South; peasant, indigenous, and rural proletarian; etc.) that take place within it. This dialog among the “absences” left out by the dominant monoculture of ideas, has led to a process of convergence that has yielded important “emergences,” which range from mobilizing frames for collective action – like the food sovereignty concept – to social methodologies for the spread of agroecology among peasant families.

This paper gives a review of the finite element techniques (FE) applied in the area of material processing. The latest trends in metal forming, non‐metal forming, powder metallurgy and composite material processing are briefly discussed. The range of applications of finite elements on these subjects is extremely wide and cannot be presented in a single paper; therefore the aim of the paper is to give FE researchers/users only an encyclopaedic view of the different possibilities that exist today in the various fields mentioned above. An appendix included at the end of the paper presents a bibliography on finite element applications in material processing for 1994‐1996, where 1,370 references are listed. This bibliography is an updating of the paper written by Brannberg and Mackerle which has been published in Engineering Computations, Vol. 11 No. 5, 1994, pp. 413‐55.

This paper aims to present experimental results related to the performance of cactus mucilage (CM) and brown seaweed extracts (SEs) to inhibit reinforcing steel bar (rebar) corrosion in saturated calcium hydroxide alkaline solutions (pH = 12.5).

Electrochemical cells were prepared using CM solutions at 0.5, 1 and 1.38 per cent concentration (w/v), SE solutions at 0.5, 1, 1.38, 2 and 3 per cent concentration (w/v), sodium alginate at 1 per cent concentration (w/v) and calcium nitrite at 11.3 per cent (v/v). Each cell contained six deformed reinforcing steel bars of 9.5 mm nominal diameter. The experiments were performed at 23 ± 2°C in two stages. The first stage was aimed at stabilizing the rebar until passivation was reached. The second stage included adding NaCl in six steps from 0.5 to 16 g/L. Half-cell potential, linear polarization resistance and electrochemical impedance spectroscopy measurements were monitored during both stages.

The electrochemical test results indicated that both additions reduce the corrosion rate of rebars and pitting in an alkaline media with chloride ions (16 g/L NaCl). Electrochemical impedance spectroscopy results for rebars in natural-added solutions showed higher charge transfer resistance and double layer capacitance values, indicative of the formation of a second interface between the rebar and the electrolyte.

The information obtained was for alkaline solutions only. Further investigation is performed using concrete as the alkaline electrolyte.

CM and SE may be suitable low-cost corrosion inhibitors for steel in concrete.

The use of botanical or algae products for this application will encourage people to consider its production for this particular application. Also, the possible harvest in an environmental friendly way will diminish in the future the use of biohazards and toxic inhibitors.

This investigation is a continuation of a one presented in 2007, which uses only nopal mucilage. This new investigation corroborates what was concluded in the early investigation and incorporates a new natural by product, algae, as a possible corrosion inhibitor product.

This paper gives a bibliographical review of the finite element methods (FEMs) applied to the analysis of ceramics and glass materials. The bibliography at the end of the paper contains references to papers, conference proceedings and theses/dissertations on the subject that were published between 1977‐1998. The following topics are included: ceramics – material and mechanical properties in general, ceramic coatings and joining problems, ceramic composites, ferrites, piezoceramics, ceramic tools and machining, material processing simulations, fracture mechanics and damage, applications of ceramic/composites in engineering; glass – material and mechanical properties in general, glass fiber composites, material processing simulations, fracture mechanics and damage, and applications of glasses in engineering.