Korean edition! Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand. Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support. This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.
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As a practitioner, a manager and a scientist in social work for 40 years, I am still intrigued by the social work positioning and legitimating processes. Its recognition by users and financiers is often diffuse and its fragmentation sometimes hinders effective interventions. In social work itself, we see a range of positioning processes, most of them either legitimating social work as a promoter of social justice, a supporter of emancipation and anti-oppressive practice, or positioning social work as a therapeutic approach, treating people with socio-psychological and psychiatric disorders. Social work is often promoted as a ‘real’ profession, in need of formal recognition and in need of a precise profile. In this article it will be argued that the core of social work is about supporting people in their social functioning and should position itself in the centre of the post-modern quest: the social-psychological disorientation, the lack of meaning, and the problems of isolation and exclusion. Modern professionalism is not about demarcating and regulating but much more about ‘Entgrenzung’ and openness.
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Many consumers express concerns about the welfare of animals in agriculture, but often refrain from purchasing animal‐friendly alternatives that address their concerns. To support consumers in making choices in line with their values and attitudes, this study approaches consumer animal‐friendly product choice as a dilemma between maximising the buyer’s self‐interest and maximising societal interest. To address this social dilemma, we developed and tested positioning strategies that reinforce the animal welfare label with complementary consumption values (functional, emotional, social and epistemic). The results from a choice experiment with Dutch chicken meat shoppers showed that two strategies ‐ emotional and epistemic ‐ effectively increase consumer value perceptions. These insights imply that animal‐friendly products positioned to invoke emotion or curiosity drive consumers towards animal‐friendly product choices, and that these strategies are most effective for consumers who base their choice solely on maximising either self‐interest or societal interest
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Drones have been verified as the camera of 2024 due to the enormous exponential growth in terms of the relevant technologies and applications such as smart agriculture, transportation, inspection, logistics, surveillance and interaction. Therefore, the commercial solutions to deploy drones in different working places have become a crucial demand for companies. Warehouses are one of the most promising industrial domains to utilize drones to automate different operations such as inventory scanning, goods transportation to the delivery lines, area monitoring on demand and so on. On the other hands, deploying drones (or even mobile robots) in such challenging environment needs to enable accurate state estimation in terms of position and orientation to allow autonomous navigation. This is because GPS signals are not available in warehouses due to the obstruction by the closed-sky areas and the signal deflection by structures. Vision-based positioning systems are the most promising techniques to achieve reliable position estimation in indoor environments. This is because of using low-cost sensors (cameras), the utilization of dense environmental features and the possibilities to operate in indoor/outdoor areas. Therefore, this proposal aims to address a crucial question for industrial applications with our industrial partners to explore limitations and develop solutions towards robust state estimation of drones in challenging environments such as warehouses and greenhouses. The results of this project will be used as the baseline to develop other navigation technologies towards full autonomous deployment of drones such as mapping, localization, docking and maneuvering to safely deploy drones in GPS-denied areas.
Various companies in diagnostic testing struggle with the same “valley of death” challenge. In order to further develop their sensing application, they rely on the technological readiness of easy and reproducible read-out systems. Photonic chips can be very sensitive sensors and can be made application-specific when coated with a properly chosen bio-functionalized layer. Here the challenge lies in the optical coupling of the active components (light source and detector) to the (disposable) photonic sensor chip. For the technology to be commercially viable, the price of the disposable photonic sensor chip should be as low as possible. The coupling of light from the source to the photonic sensor chip and back to the detectors requires a positioning accuracy of less than 1 micrometer, which is a tremendous challenge. In this research proposal, we want to investigate which of the six degrees of freedom (three translational and three rotational) are the most crucial when aligning photonic sensor chips with the external active components. Knowing these degrees of freedom and their respective range we can develop and test an automated alignment tool which can realize photonic sensor chip alignment reproducibly and fully autonomously. The consortium with expertise and contributions in the value chain of photonics interfacing, system and mechanical engineering will investigate a two-step solution. This solution comprises a passive pre-alignment step (a mechanical stop determines the position), followed by an active alignment step (an algorithm moves the source to the optimal position with respect to the chip). The results will be integrated into a demonstrator that performs an automated procedure that aligns a passive photonic chip with a terminal that contains the active components. The demonstrator is successful if adequate optical coupling of the passive photonic chip with the external active components is realized fully automatically, without the need of operator intervention.
In 2017, renowned Prof Kate Raworth from Oxford University and Amsterdam University introduced Doughnut Economics, an economic model to enable humans to thrive within the planetary boundaries and resources. Several private and public actors, including the city of Amsterdam, adopted the model in their circular economy development's strategies. Doughnut-Architecture aims to develop further the AREA (Atelier for Resilient Environmental Architecture) Framework, a tool designed by graduating students Charlotte Uiterwaal, Isabella van der Griend, Ryan McGaffney, Karolina Bäckman, at the faculty of Architecture, Delft University of Technology (TU-Delft), under the supervision of Henri van Bennekom. AREA-Framework support architects to intervene in the built environment taking as a reference the Doughnut Economics model. The AREA-Framework is at an initial stage, and its categories and subcategories are only qualitative. TU-Delft, the architectural practices Space&Matter and SuperuseStudios, in collaboration with the interdepartmental research group Circular Built Environment Hub (CBEH) and architectural practices from the network of 400 construction companies belonging to the Ex'tax project, the advice from Kate Raworth and the Amsterdam-Donut-Coalitie will further develop the AREA-Framework primarily quantitatively and also qualitatively. TU-Delft, Space&Matter, SuperuseStudios, other architectural practices from the Ex'tax-network will test the framework on different phases of real projects, interdepartmental research and education. The ultimate goal is to develop the framework further, to increase the number of architectural practices successfully implementing the Doughnut Economics in the built environment at a national level. The framework will contribute to positioning the architectural practices concerning Doughnut Economics and the Circular Economy. The project results are firstly an online open-access publication about the further developed Framework to be applied by architects; secondly, the preparation and submission of a follow-up research proposal about the extended development and implementation of the Framework applicable to the built environment by all the Ex'tax construction sector companies.
