Bibliografías temáticas / Sponsorship strategies

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Literatura académica sobre el tema "Sponsorship strategies"

Autor: Grafiati
Publicado: 4 de junio de 2021
Última modificación: 11 de febrero de 2022

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Artículos de revistas sobre el tema "Sponsorship strategies"

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Edeling, Alexander, Stefan Hattula, and Torsten Bornemann. "Over, out, but present: recalling former sponsorships." European Journal of Marketing 51, no. 7/8 (2017): 1286–307. http://dx.doi.org/10.1108/ejm-05-2015-0263.

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Purpose This study aims at developing and testing a conceptual model that shows the antecedents of the recall of a former sponsorship. Design/methodology/approach Primary (n = 1,146) and secondary data from German professional soccer build the empirical base for this research. Multilevel logistic regression is used for data analysis. Findings The results show that retroactive interferences in the form of replacement sponsors for the same object reduce the recall of a former sponsorship, while the mere passage of time does not have a significant main effect. To counteract such forgetting, the e
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Dolores, Luigi, Maria Macchiaroli, and Gianluigi De Mare. "Sponsorship’s Financial Sustainability for Cultural Conservation and Enhancement Strategies: An Innovative Model for Sponsees and Sponsors." Sustainability 13, no. 16 (2021): 9070. http://dx.doi.org/10.3390/su13169070.

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The topic of the paper is sponsorship for the requalification/conservation of historical-architectural heritage. In the literature, there are many models for evaluating the financial efficiency of sponsorship from the point of view of the sponsor (mostly in the sports field), but none of these jointly support both the sponsor and the sponsee in the selection of financially sustainable cultural sponsorships. Trying to reduce this gap, an innovative model is proposed for estimating the profitability of cultural sponsorship. The model consists of three phases. In the first, which consists of the
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Sturgiss, Elizabeth Ann, Kirsty Douglas, and Stephen Craig Trumble. "Pharmaceutical sales strategies and sponsorship." Medical Journal of Australia 202, no. 3 (2015): 131. http://dx.doi.org/10.5694/mja14.01525.

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de Alcântara, Jessica Nunes, Gideon Carvalho de Benedicto, and Sabrina Soares da Silva. "Possible key factors for Brazilian publicly traded companies to adopt a sponsorship strategy." Journal of Strategy and Management 12, no. 4 (2019): 429–46. http://dx.doi.org/10.1108/jsma-04-2018-0029.

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Purpose The purpose of this paper is to identify organizational and industrial characteristics of publicly traded Brazilian firms with sport and cultural sponsorships. Design/methodology/approach Secondary data, as organization variables and industry level variables, were sourced from Economatica®. The data were analyzed using logistic regression. Findings Both size and asset profitability were associated with a sponsorship strategy. Both industry concentration and company size are positively related to both cultural and sport sponsorship strategies. Research limitations/implications The findi
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Jedel, Joanna. "Research on strategies of sport event sponsorship." Współczesna Gospodarka 9, no. 4 (31) (2018): 51–62. http://dx.doi.org/10.26881/wg.2018.4.05.

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The purpose of this article is to analyse and understand sports sponsorship based on a study of corporate sponsorship and its strategies. The paper adopts the survey method to present the power of sports sponsorship, examine enterprise-sponsored sports and the purpose of sponsorship. This research will rely on the literature and case-study data drawn from specific instances of sports sponsorship.
 Methodology – This research study takes advantage of the survey method, questionnaires, SPSS software, comparative analysis, literature review, contrastive analysis, descriptive statistics, comp
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Zdrilić, Ivica, Dino Kevrić, and Željko Vrkić. "Sponzorstvo u sportu na primjeru hrvatskih košarkaških klubova." Oeconomica Jadertina 7, no. 2 (2017): 51. http://dx.doi.org/10.15291/oec.1405.

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Sports sponsorship is one of the fastest growing forms of marketing communication and as such it is extremely attractive to many companies looking for a more efficient way of attracting customers. The article presents a theoretical review of literature, from sports marketing and sponsorship in a broader sense to sports sponsorship, its main forms as well as the positive and negative aspects related to it. It presents an overview of the status of sports sponsorship in the Republic of Croatia and its development after the economic crisis. What is emphasized in this article is the research of spo
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Skard, Siv, and Helge Thorbjornsen. "Closed-ended and open-ended fit articulation." European Journal of Marketing 51, no. 7/8 (2017): 1414–39. http://dx.doi.org/10.1108/ejm-01-2016-0011.

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Purpose Previous research suggests that firms should articulate incongruent sponsorships to provide a rationale for the relationship between sponsor and sponsorship object. Fit articulation is a strategy that communicates shared associations between sponsor and object. Based on conclusion explicitness theory, this paper aims to conceptualize and tests two fit articulation strategies in sponsorships: open-ended and closed-ended. Design/methodology/approach Research hypotheses were tested in two experiments. Findings Only open-ended fit articulation improved brand attitudes. Mediation analyses s
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Daellenbach, Kate, Lena Zander, and Peter Thirkell. "A sensemaking perspective on arts sponsorship decisions." Arts and the Market 6, no. 1 (2016): 68–87. http://dx.doi.org/10.1108/aam-05-2013-0006.

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Purpose – The purpose of this paper is to better understand the sensemaking strategies of managers involved in making decisions concerning arts sponsorship. Design/methodology/approach – A qualitative, multiple case method is employed, using multiple informants in ten arts sponsorship decisions. Within and between case analyses were conducted and examined iteratively, along with literature to generate themes to guide future research. Findings – This study finds art sponsorships may be seen as ambiguous, cueing sensemaking; the sensemaking strategies of senior managers involve response to pro-s
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M. Woisetschläger, David, Vanessa J. Haselhoff, and Christof Backhaus. "Fans’ resistance to naming right sponsorships." European Journal of Marketing 48, no. 7/8 (2014): 1487–510. http://dx.doi.org/10.1108/ejm-03-2012-0140.

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Purpose – The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly trigger neutral or positive reactions by fans, the authors find empirical support which provides evidence for fan boycott or resistance. Design/methodology/approach – The authors empirically test a model using a sample of 798 soccer fans and thereby quantify structural relations between determinants and fan resistance. They use a logistic regression to assess potential determinants of fan resistance. Finding
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Drennan, Judy C., and T. Bettina Cornwell. "Emerging Strategies for Sponsorship on the Internet." Journal of Marketing Management 20, no. 9-10 (2004): 1123–46. http://dx.doi.org/10.1362/0267257042405231.

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Tesis sobre el tema "Sponsorship strategies"

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Stupuris, Tomas. "Paramos reikšmingumas Lietuvos krepšinio lygos klubų rėmėjams." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2006. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20061229_111051-86270.

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The object of the work: 2005 – 2006 season Lithuanian basketball league competitions sponsorship Research hypothesis: Lithuanian basketball league clubs sponsorship, positively impacts sponsors awareness, image and sales boosting. The purpose of the work: To evaluate sponsorship equity fore sponsors of Lithuanian basketball league clubs. Tasks of the work: a. To analyze sponsorship conceptions and place in marketing communications mix. b. To analyze sponsorship strategies. c. To analyze methods and models evaluating sponsorship success. d. Empirically calculate sponsorship equity fore sponsor
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Hampl, Radek. "Sponzoring jako součást obchodní a marketingové strategie firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359926.

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This diploma thesis focuses on the analysis of sponsorship, as one of the tools of business and marketing strategy of a company. The theoretical part of this thesis focuses on defining the concept of sponsorship and its position within the business and marketing strategy of a company. The practical part of this thesis focuses on the analysis of sponsorship activities of companies that are partners of the minor field Sales Management. The research is based on personal interviews with the top managers of these companies.
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Laštovičková, Zdeňka. "Sponzoring ve společnosti adidas ČR s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-165305.

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The diploma thesis deals with the sponsorship strategy of the company adidas from local as well as global perspective. The aim of this thesis is to evaluate the sponsorship strategy of the company adidas and suggest possible changes and suitable measures how to make the sponsorship strategy of the company adidas ČR s.r.o more profitable and effective. The work is divided into four chapters. The first part of the thesis is devoted to the theoretical definition of sponsorship and its goals, advantages, forms and types. Second chapter introduces the company adidas AG. The another part of the work
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Bartoševičienė, Vaida. "UAB "Autotopus" rinkodaros strateginis planavimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20090320_121700-70009.

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Viešojo sektoriaus strateginio valdymo magistro baigiamojo darbo tema UAB „Autotopus“ rinkodaros strateginis planavimas šiuo metu yra ypač aktuali, nes įmonės strategijų formavimas ir jos rinkodaros veikla yra svarbiausia įmonės komercinės veiklos fazė. Darbo objektas – UAB „Autotopus“ rinkodaros strateginis planavimas. Darbo problema – Rinkodaros strateginis planavimas dažnai yra viena aktualiausių problemų įmonės veikloje. Darbo tikslas – atlikti UAB „Autotopus“ strateginę analizę ir pateikti pasiūlymus rinkodaros planavimui gerinti. Darbo tikslas yra detalizuojamas uždaviniais, lėmusiais
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Wolter, Casper, and Anton Bergström. "Personlig varumärkesuppbyggnad och sociala medier : Ur den individuella idrottarens perspektiv." Thesis, Högskolan Dalarna, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:du-34265.

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Idrottssektorn är inte vad den en gång i tiden varit, kommersialiseringen och professionaliseringen har medfört ett ökat resurskrav på idrottssektorn. Idrottsföreningar och individuella idrottare måste idag arbeta för att bygga upp ett starkt varumärke för att införskaffa sig de resurser som krävs för att bedriva den önskade idrotten. Med hjälp av digitaliseringen har det öppnats upp nya möjligheter och utmaningar för att marknadsföra sig och sociala medier har blivit ett av de viktigaste verktygen inom marknadsföring.   Syftet med denna studie är att öka kunskapen om hur en individuell idrott
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Björklund, Johan, and Hanna Modig. "Det är bättre att skjuta löst på mål än hårt utanför : En kvalitativ studie av kommunala, kommersiella och ideella aktörers sätt att kommunicera via en idrottsarena." Thesis, Mittuniversitetet, Avdelningen för medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-27014.

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På grund av att dagens samhälle kantas av ett informationsöverflöd måste organisationer hitta andra vägar för att träffa rätt med sin kommunikation. Tidigare kommunicerades varumärkens budskap ut via traditionella medier men nya trender har medfört nya kommunikationsmetoder som sponsring via idrottsarenor med olika kommunikativa målsättningar. Då mycket av den tidigare forskningen på kommunikation via idrottsarenor har ett internationellt perspektiv med kommersiella aktörer tar denna studie istället avstamp i Sverige med hopp om att bidra med ett nytt perspektiv. Syftet med studien är att skap
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Przyczko, Jan. "Komunikační strategie uvedení nového produktu na trh." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113320.

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The main subject of the thesis is a marketing communication strategy in the automotive industry. First part of the thesis defines theory of marketing communication strategy and instruments of the communication mix. The practical part describes Mercedes-Benz Czech republic Inc. and propose marketing communications based on marketing situational analysis and analysis of an external and internal environment.
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Torres, Pérez Diego. "Influencia del alineamiento estratégico en el éxito del patrocinio: Estudio empírico del patrocinio en el sector de la automoción en España." Doctoral thesis, Universitat Ramon Llull, 2008. http://hdl.handle.net/10803/9194.

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L'objecte d'estudi de la recerca és el patrocini que fa l'empresa i se centra en els factors que influeixen en el seu èxit. Aquest tema ha estat estudiat des de diferents àmbits acadèmics, però encara no ha generat resultats concloents. Aquesta recerca s'inscriu entre les investigacions que consideren que el patrocini és una activitat orientada a la consecució dels objectius estratègics de l'empresa, és a dir, que s'emmarca en l'àmbit de l'estratègia.<br/><br/>Dins aquest àmbit, s'ha adoptat l'enfocament teòric de la resource-based view i, seguint la línia de recerques anteriors, la hipòtesi g
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Viková, Miroslava. "Návrhy strategie řízení podpory prodeje firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2007. http://www.nusl.cz/ntk/nusl-221550.

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This thesis deals with analyzing strategic position of energetic drinks production company. It mainly focuses on establishing a way the company can sustain and improve its current competitive position in the market. The results of the analysis in this thesis should be able to come up with measures that can help the company improve its sales promotion strategy in its area of activity – energy drinks. These measures should be the basis for its competitiveness and sustaining its position in the market.
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Watson, Joshua Tod. "$750 Million of Neutral News Coverage: A Content Analysis of Nextel's Media Exposure before and after Becoming NASCAR's Primary Corporate Sponsor." Digital Commons @ East Tennessee State University, 2006. https://dc.etsu.edu/etd/2165.

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This study examined the exposure of the Nextel brand name in major U.S. newspapers 1 year before and after Nextel became the primary sponsor of the North American Stock Car Association of Racing. A content analysis of 576 newspaper articles was performed. The hypotheses tested the quantity and quality of Nextel's coverage, as well where the stories were appearing and where the brand was being used in the stories. The study found the number of Nextel mentions in year two was almost 4 times as many as year one. The data reveal a dramatic increase in cases found in sports stories. In regard to va
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Libros sobre el tema "Sponsorship strategies"

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Routledge handbook of sports sponsorship: Successful strategies. Routledge, 2006.

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Klonoff, Robert H. Winning jury trials: Trial tactics and sponsorship strategies. 3rd ed. National Institute for Trial Advocacy, 2007.

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Strategies in sports marketing: Technologies and emerging trends. Business Science Reference, 2014.

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Stevens, Emma. Sponsorship and character licensing in children's food and drink: Dynamic marketing strategies. FT Retailing & Consumer Publishing, 1996.

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Surina, Sandra Louise. 1996 Atlanta Olympic Games: Sponsors' and non-sponsors' marketing strategies. Dept. of Human Performance, San Jose State University, 1999.

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Kohlenberg, Markus. Musiksponsoring: Grundlagen, Strategien, Beispiele. Deutscher Universitäts-Verlag, 1994.

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Overton, Rodney. Sponsorships: Finding and selling marketing partnerships. Martin Books, 2008.

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Cherubini, Sergio. Media e co-marketing sportivo: Strategie di convergenza nel mercato globale e locale. FrancoAngeli, 2000.

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Haltern, Nina Johanna. Jenseits des konventionellen Kultursponsorings: Chancen alternativer Kooperationen zwischen Unternehmen und Kulturorganisationen. Transcript, 2014.

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Partnerships for prosperity: Museums and economic development. American Association of Museums, 1997.

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Capítulos de libros sobre el tema "Sponsorship strategies"

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Wragg, David. "Sponsorship." In Strategic Public Relations. Palgrave Macmillan UK, 1995. http://dx.doi.org/10.1007/978-1-349-13481-6_10.

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Masterman, Guy. "Sports event sponsorship." In Strategic Sports Event Management, 4th ed. Routledge, 2021. http://dx.doi.org/10.4324/9781003046257-12.

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Brennan, Ross, Paul Baines, Paul Garneau, and Lynn Vos. "London Olympics 2012: The Race for Sponsorship." In Contemporary Strategic Marketing. Macmillan Education UK, 2008. http://dx.doi.org/10.1007/978-0-230-37404-1_16.

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Archibugi, Franco. "A Project for a New Worldwide, Strategic Methodology for Planning (Under the Sponsorship of a Renovated University of the United Nations)." In The Programming Approach and the Demise of Economics. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-319-78060-3_7.

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McCarthy, Claire, Douglas Eastman та David E. Garets. "Sponsorship". У Effective Strategies for CHΔNGE™. HIMSS Publishing, 2018. http://dx.doi.org/10.4324/9780429055010-3.

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McCarthy, Claire, Douglas Eastman, and David E. Garets. "Sponsorship." In Change Management Strategies for an Effective EMR Implementation. HIMSS Publishing, 2021. http://dx.doi.org/10.4324/9781003191933-4.

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Cornwell, T. Bettina. "Sponsorship audiences, strategies and objectives." In Sponsorship in Marketing. Routledge, 2020. http://dx.doi.org/10.4324/9780429325106-5.

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"Sponsorship Audiences, Strategies, and Objectives." In Sponsorship in Marketing. Routledge, 2014. http://dx.doi.org/10.4324/9781315816371-3.

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"Sponsorship goals and strategies." In Sports Marketing. Routledge, 2015. http://dx.doi.org/10.4324/9780203097618-25.

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Tan, Shi Ying, and Do Young Pyun. "The Effectiveness of Sponsorship of the F1 Singapore Grand Prix." In Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-7707-3.ch006.

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This article examines the effectiveness of sport sponsorship at the 2014 F1 Singapore Grand Prix, particularly by testing recall and recognition of brands on cars, driver's clothing and venue. Data was gathered from 120 undergraduate students who were asked to watch a 30-second video first and complete the questionnaires. The multivariate analysis of variance revealed that cars and driver's clothing were found to be more effective locations for brand awareness. There was significant differences in both recall (ΔM = 1.28, p &amp;lt; .05 and ΔM = 0.80, p &amp;lt; .05, respectively) and recognition (ΔM = 2.15, p &amp;lt; .05 and ΔM = 1.47, p &amp;lt; .05, respectively). These findings help present or potential sponsors review the benefits and costs associated with this channel of sponsorship and maximise their sponsorship investments on F1 teams or the Singapore Grand Prix in the future.
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Actas de conferencias sobre el tema "Sponsorship strategies"

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Zivkovic, Sasa, and Leslie Lok. "Ladakh Dental Clinic: The Local-Imported Modulars Negotiating Contradictory Material Practices in Remote Cities." In 2018 ACSA International Conference. ACSA Press, 2018. http://dx.doi.org/10.35483/acsa.intl.2018.25.

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This paper outlines the design and construction of the Ladakh Dental Clinic project as a case study for hybrid local imported material building practices. Referencing local vernacular types as well as comparable rapid assembly systems deployed in India and beyond for other development projects, the paper discusses opportunities and shortcomings of such building strategies. In admirably positivistic modernist spirit, modular construction is often praised as the harbinger or exporter of progress and, at times, architectural advancement. Regularly choking on its own ambitions, successful modular
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Bandeira, Renan, Fernando Trinta, João Gomes, Marcio Maia, and Alexandre Araripe. "VolleyJump: Uma aplicação para a análise de saltos no voleibol de praia." In XXIV Simpósio Brasileiro de Sistemas Multimídia e Web. Sociedade Brasileira de Computação - SBC, 2018. http://dx.doi.org/10.5753/webmedia.2018.4579.

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Professional sports are increasingly dependents of technological resources given the remarkable level of competitiveness faced by high performance athletes. With such resources, it is possible to analyze matches, avoid mistakes that may be committed by the referee or even to analyze the athletes’ performance. One of these sports is beach volleyball, one of most popular sports in Brazil. In the past 12 years, the Brazilian volleyball teams has been always among the best teams in the world. The athletes’ performance during the jump movement is one of the main factors that one team needs to impro
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Liszkai, Tama´s R., Matthew Snyder, Steve Fyfitch, Hongqing Xu, and Hasan Charkas. "Application of Aging Management Strategies for Reactor Vessel Internals and Core Support Structures." In ASME 2010 Pressure Vessels and Piping Division/K-PVP Conference. ASMEDC, 2010. http://dx.doi.org/10.1115/pvp2010-26137.

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The Materials Reliability Program (MRP) Reactor Internals Focus Group (RI-FG) developed Pressurized Water Reactor (PWR) Internals Inspection and Evaluation (I&amp;E) Guidelines under the sponsorship of the Electric Power Research Institute (EPRI). The I&amp;E guidelines summarized in MRP-227 [1], provide a generic basis for U.S. utilities to develop their Aging Management Program (AMP) for managing the long-term aging degradation of PWR reactor internals including the existing and extended license periods. A number of internals structural bolts in the Babcock &amp; Wilcox (B&amp;W) design PWRs
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Honcová, Martina. "The influence of the main financial resources of non-profit sport organisations on their strategy." In 12th International Conference on Kinanthropology. Masaryk University Press, 2020. http://dx.doi.org/10.5817/cz.muni.p210-9631-2020-32.

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Non-profit organisations play a critical role in many societies because they fulfill the needs in areas that are not covered by the public or private sector. The primary purpose of all non-profit organisations is not generating income and, in most cases, the income from their own activities is not enough to survive. Therefore, they are forced to look for additional ways of funding and are dependent on them. These types of financial resources can be divided into two main groups – internal and external resources. Income from own activities and member-ship fees can be an example of internal resou
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