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Modern financial theory has changed our way of thinking about numerous issues on the practical side of finance, many of which were previously regarded as the sacrosanct domain of experts, steeped in jargon and knowledge, and beyond the ken of that ordinary mortal, the layman. The main contribution of the new theories has been in practically helping us go about investing in shares, usually shares in publicly quoted companies. Thus it helps the external investor in the market in deciding in which share to invest, depending upon his own attitudes towards risk and return.

As an emerging measurement technique with the merit of easy alignment and high sensitivity, laser self-mixing interferometry (SMI) has wide applications in the detection of physical quantities. Considering that the characteristics of lasers have a determining influence on sensors’ performance, the authors have established an open cavity solid-state laser (SSL) with more adjustment flexibility to act as a laser source.

The fundamental structure of a SSL has been presented with an Nd:YAG rod severing as an active material and a birefringent filter inserted in the resonator as a mode selecting element. The power stability has been tested by a power meter, while the mode pattern has been inspected with a scanning Fabry–Perot interferometer, and the linewidth has been observed through a wavelength meter. A loudspeaker driven by a function generator is located in the extracavity to introduce phase modulation for SMI signal observation.

The established Nd:YAG SSL operates in a single longitudinal mode with the power stability of 0.2 mW and the linewidth less than 10 MHz. The SMI phenomenon occurs in the SSL, and the SMI signal obtained shows a fine signal-to-noise ratio of about 30 dB.

To the authors knowledge, SMI sensors using SSLs, especially in open cavity type, have rarely been reported, and they can find significant applications in designing high performance SMI sensors and instruments.

This article reviews and discusses issues in the translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand into China. Linguistic differences between Chinese and English are wide and deep, making translation of brand names difficult. Cultural context, pronunciation, written vs. oral language, and the meaning of characters are just a few examples of such difficulties. We discuss four global product‐naming strategic alternatives available to country/brand managers, along with their usage. The four approaches include (1) dual extension, (2) brand meaning extension, (3) brand feeling extension, and (4) dual adaptation. We also provide examples of brands utilizing the different approaches.

This is the third of a series of studies on Chinese brand naming using content analysis from a linguistic perspective. The first study generalized the principles guiding Chinese brands in terms of syllable pattern, tone pattern, compounding structure and semantic preference. The second looked at specific branding rules, focusing on two entirely different products: cosmetic products and bicycles. The present study, following the same linguistic framework of analysis, analyzes three groups of closely related products: spirits, beers, soft drinks, to see how these brands are creatively and distinctively constructed. Finds that the brand naming patterns of the three drinks are basically in agreement with the general Chinese branding principles, and the differences among them directly reflect the development, the consumer markets and characteristics of each product.

The purpose of this paper is threefold. First, it aims to review East‐West writing system (cross‐script) differences and summarize previous work examining the cross‐script effect on consumer responses. Second, it aims to describe the implications for international marketing and cross‐cultural studies. Third, it seeks to propose specific questions for future research.

First, the paper presents a critical literature review of studies investigating cross‐script differences influencing consumer attitudes, memory, and information processing. Based on the provided integrative analysis, future directions are indicated for areas relying heavily on written communication, such as international marketing communications, internet marketing, international branding, and cross‐cultural consumer research.

Despite the pervasive nature and importance of written language, scant research has addressed differences between East/West consumer responses attributable to native script processing.

The paper is among the first to point out the insufficiency of scholarly studies on written language effects on consumer responses. The findings raise international marketers' awareness of differences in East‐West written language processing in order to effectively target consumers.

The article gives an introduction to the wine market in China and outlines its development. It goes on to identify the key issues which need to be addressed in order to enter the market successfully. These revolve, tactically, around effective mangement of the 4 P's, with distribution and promotion being the most problematic. It would appear that cultural differences and both formal and informal entry barriers point towards a more strategic relational approach if successful market entry is to be achieved. The implications for would‐be market entrants are discussed, as is the need for specific further research into market structure.

For this study, the Jordan case provided the context for investigating Chinese trademark law with the purpose of answering how and why Jordan lost the legal rights to the Chinese version of his name in China. The results from that investigation were used to better explain the phenomena of transliteration and trademark squatting in relation to sport brands and athletes. The purpose of this paper is to formulate suggestions for protecting sport brands and athletes from trademark squatting in China.

The authors used traditional legal methodology to investigate the influence of transliteration on trademark squatting in China based on the real-life context provided by the facts in Jordan. First, all reported materials from Chinese courts on the Jordan case were collected and analyzed by the research team, which included an investigator who is fluent in Chinese. Second, the authors conducted a collection, review, and analysis of China’s trademark law, the international trademark law that controls court decisions in China, and the literature on trademark squatting in China. The results from the investigations were used to formulate a description of Jordan that details how the process of transliteration facilitates trademark squatting in China.

The findings revealed a loophole within the Chinese administration of trademark regulation through which trademark squatters use the process of transliteration to infringe on trademark rights belonging to senior, foreign brands. Furthermore, the findings lead us to suggest that sport brands are particularly vulnerable to this type of trademark squatting in China. In Jordan, Qiaodan Sports exploited the transliteration loophole to obtain trademark ownership of Qiaodan to the detriment of Brand Jordan and, to a lesser extent, Chinese consumers.

This study contributes to the literature by conceptualizing a “transliteration loophole” that facilitates trademark squatting in China. Further, this is the first study to focus on how the concepts of transliteration and trademark squatting influence celebrity athletes and sport brands.

For foreign celebrity athletes and sport brands, the case should alert them of their vulnerability to trademark squatting of transliterations assigned to them by sport broadcasters or sport consumers in China. For instructors of sport law and sport marketing courses, the Jordan case provides teachable lessons on the value of trademark, the process of trademark squatting, and the process of transliteration and its relation to trademark squatting in China.

Socially, studies in trademark squatting and Chinese trademark law are needed as China continues to expand its intellectual property regulations. The People’s Republic of China started regulating trademarks in the 1980s and since then, there have been three major modifications. Still, controversies exist in terms of trademark squatting of foreign brands and research is needed to better understand why this happens, and how it can be avoided.

The focus on sport as well as the suggestions offered for sport brands and celebrity athletes makes this study the first of its kind within the literature on trademark squatting in China. The importance and impact of the Jordan case is one that attracts attention and should result in significant impact in the literature and practical impact for the field.

The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value-creating activities: first, valued brands; second, value sources; third, value delivery; and fourth, valued outcomes.

The approach is conceptual with illustrative examples.

The sources of global brand value and the processes through which global brands contribute to firm value differ systematically across types of global brands. This paper highlights interrelations and how different activities built upon and reinforce each other.

The 4V model ties together broad strands of research conducted to date and offers insights into ways the paper might better understand and study global brands. It should inspire empirical research on the associations between the 4Vs.

International marketing managers should be able to develop and evaluate global brand strategies more effectively using the 4V model described in this paper. Linking their strategies to valued outcomes puts marketers more firmly at the level in the organization they deserve, namely, the C-Suite.

The framework offered in this paper is unique in that it blends insights obtained from multiple sources, namely, academic research, articles that appeared in the business press, case studies, and interactions with managers and policy makers around the world.

This study aims to ameliorate the strength and uniformity of the magnetic field in the air-gap of quartz flexible accelerometers. Quartz flexible accelerometers (QFAs), a type of magneto-electric inertial sensors, have wide applications in inertial navigation systems, and their precision, linearity and stability performance are largely determined by the magnetic field in operation air-gap. To enhance the strength and uniformity of the magnetic field in the air-gap, a magnetic hat structure has been proposed to replace the traditional magnetic pole piece which tends to produce stratiform magnetic field distribution.

Three-dimensional analysis in ANSYS workbench helps to exhibit magnetic field distribution for the structures with a pole piece and a magnetic hat, and under the hypothesis of cylindrical symmetry, two-dimensional finite element optimization by ANSYS APDL gives an optimal set of dimensions of the magnetic hat.

Three structures of the QFA with a pole piece, a non-optimized magnetic hat and an optimized magnetic hat are compared by the simulation in ANSYS Maxwell and experiments measuring the electromagnetic rebalance force. The results show that the optimized hat can supply stronger and more uniform magnetic field, which is reflected by larger and more linear rebalance force.

To the authors ' knowledge, the magnetic hat and its dimension optimization have rarely been reported, and they can find significant applications in designing QFAs or other similar magnetic sensors.

Although an important facet of modernist architecture in which function plays a prominent role, building flexibility is not entirely a new concept. Its relevance transcends generations, allowing space and structure to evolve through time. This paper investigates the relationship among main building structures, infill elements, and space by studying examples in ancient Chinese architecture. It reveals the role of building owners, users, and craftsmen from a survey of historical documentation. In studying these examples, it is concluded that craftsmen in ancient China were involved not only during the construction phase but throughout the period of use as well. Thus, in select cases, the relationship between craftsmen and owners or users had been preserved for generations. Finally, this paper suggests potential strategies for the building industry and technology in the move towards sustainable development.