143 research outputs found
Measuring the Degree of Corporate Social Media Use.
No full textThis article aims to provide a model with which to measure the degree of corporate social media use or, in other words, the extent to which companies are exploiting the potentialities of single or multiple social media platforms. This is, however, explicitly different from using metrics to assess the success of social media activities, as it is purely measuring how intensively a pre-defined group of social media is utilized, taking into account the frequency of social media activity by the brand as well as the related user reactions. The degree of corporate social media use helps companies and market researchers analyze single brands or companies and compare them with other brands, competitors, or industry averages. The degree of corporate social media use is a useful indicator which should be combined with social media metrics in order to draw better conclusions about where to increase or intensify social media activities
Non-structural carbohydrate and hydraulic dynamics during drought and recovery in Fraxinus ornus and Ostrya carpinifolia saplings
No full textThe maintenance of hydraulic function during and after a drought event is crucial for tree survival, but the
importance of non-structural carbohydrates (NSCs) in the recovery phase is still debated. We tested whether
higher NSC availability facilitates post-drought hydraulic recovery, by applying a short-term drought (Sdr) and a
long-term drought combined with shading (Ldr+sh) in Fraxinus ornus and Ostrya carpinifolia. Plants were then reirrigated
and recovery was checked 24 h later, by measuring water potential, stem percentage loss of hydraulic
conductance (PLC) and NSC content. The relative magnitude of hydraulic and carbon constraints was also assessed
in desiccated plants. During drought, PLC increased only in F. ornus, while it was maintained almost
constant in O. carpinifolia due to tighter stomatal control of xylem pressure (i.e. more isohydric). In F. ornus, only
Sdr plants maintained high NSC contents at the end of drought and, when re-irrigated, recovered PLC to control
values. Whereas hydraulic failure was ubiquitous, only F. ornus depleted NSC reserves at mortality. Our results
suggest that preserving higher NSC content at the end of a drought can be important for the hydraulic resilience
of trees
Drought response strategies and post-drought recovery in two European trees
No full textKlimawandel ist die Hauptursache für veränderte globale Temperaturmittel und Niederschlagsmuster. Gemeinsam mit Klimaextremen wie Dürre und Hitzewellen verursachen sie trockenheitsinduziertes Baum- und Waldsterben. Die Forschung der Stresseinwirkung auf den Wasser- und Kohlenstoffhaushalt der Pflanzen wird zunehmend wichtiger, v.a. in dürreresistenten Arten. Aus diesem Grund unterzogen wir zwei junge verholzte Angiospermen, Fraxinus ornus (F. o.) und Ostrya carpinifolia (O. c.), fünf verschiedenen Behandlungen: einmonatiger Trockenstress unter geringen Lichtverhältnissen sollte zu ‘carbon starvation’ und ‘hydraulic failure’ führen. Wiederbewässerung sollte zeigen, ob die embolierten Gefäße trotz fehlenden NSC wieder befüllt werden können. Kurzzeitstress unter guten Lichtbedingungen sollte genauso zu ‘hydraulic failure’ wie unter Langzeitstress führen. Letztere Pflanzen wurden wiederbewässert um festzustellen, ob ihre Xylem-Neubefüllung erfolgreicher ist. Die fünfte Gruppe wurde nicht bewässert um mögliche zum Tod führende Mechanismen festzustellen. In dieser Studie testeten wir die Hypothese ob die Embolien-Reparatur in der Erholungsphase nur in denjenigen Pflanzen möglich sei, welche am Ende des Trockenstresses hohe NSC-Mengen aufwiesen. Die Daten zeigten unterschiedliche artspezifische Strategien mit Trockenheit umzugehen. In O. c. wurde kein Schaden der hydraulischen Leitfähigkeit erfasst, während in F. o. ein hohes Maß an Xylem-Embolien stattfand. In F. o. war die Kapazität der Embolien-Reparatur unter Langzeitstress und wenig Licht nicht so hoch wie unter Kurzzeitstress unter viel Licht. Es gibt Hinweise darauf, dass dies auf einen höheren Stärkegehalt in kurzzeitgestressten Pflanzen zurückzuführen ist. Andererseits konnten die geringen Lichtbedingungen in O. c. zu keiner Abnahme der gespeicherten NSC im Stamm führen.Climate change causes increased global mean temperatures and modifications of world’s precipitation patterns. In combination with extreme climate events, like drought and heat waves, these changes can lead to drought-induced tree mortality and forest decline. Research into the role of stress impact on plants’ water- and carbon balance becomes important, especially in species which are considered to be drought resistant. For this reason, we subjected two young woody angiosperms, Fraxinus ornus (F. o.) and Ostrya carpinifolia (O. c.), to five different experimental treatments. Drought stress for at least one month under low light regimes was imposed to induce non-lethal carbon starvation and hydraulic failure. Re-irrigation was used to demonstrate eventual refilling of embolized xylem conduits despite a lack of NSC. Short-term stress under normal light conditions was applied to induce hydraulic failure but without carbon starvation. Also in this case, re-irrigation was used to establish whether xylem-refilling was more successful in these plants. Finally, irrigation was completely suspended to observe possible mechanisms leading to death. We specifically tested the hypothesis that embolism repair in post-drought recovery would be possible only in plants with high NSC-contents at the end of the drought-stress impact. Data highlighted species-specific strategies for coping with drought. In O. c. no hydraulic damage was recorded, while in F. o. drought stress induced high levels of xylem embolism. In F. o., after prolonged drought under low light, the capacity for embolism repair was lower than after short-term stress under normal light regimes. We suggest that these different responses can be attributed to the recorded higher amount of starch in plants subjected to short-term stress compared to those that experienced long-term stress and low light conditions. On the other hand, in O. c. drought stress and low light conditions did not reduce NSC stores in stem.author: Aichner Natalie, BScZusammenfassungen in Deutsch und EnglischMasterarbeit Karl-Franzens-Universität Graz 2017 772
Drought response strategies and post-drought recovery in two European trees
No full textKlimawandel ist die Hauptursache für veränderte globale Temperaturmittel und Niederschlagsmuster. Gemeinsam mit Klimaextremen wie Dürre und Hitzewellen verursachen sie trockenheitsinduziertes Baum- und Waldsterben. Die Forschung der Stresseinwirkung auf den Wasser- und Kohlenstoffhaushalt der Pflanzen wird zunehmend wichtiger, v.a. in dürreresistenten Arten. Aus diesem Grund unterzogen wir zwei junge verholzte Angiospermen, Fraxinus ornus (F. o.) und Ostrya carpinifolia (O. c.), fünf verschiedenen Behandlungen: einmonatiger Trockenstress unter geringen Lichtverhältnissen sollte zu ‘carbon starvation’ und ‘hydraulic failure’ führen. Wiederbewässerung sollte zeigen, ob die embolierten Gefäße trotz fehlenden NSC wieder befüllt werden können. Kurzzeitstress unter guten Lichtbedingungen sollte genauso zu ‘hydraulic failure’ wie unter Langzeitstress führen. Letztere Pflanzen wurden wiederbewässert um festzustellen, ob ihre Xylem-Neubefüllung erfolgreicher ist. Die fünfte Gruppe wurde nicht bewässert um mögliche zum Tod führende Mechanismen festzustellen. In dieser Studie testeten wir die Hypothese ob die Embolien-Reparatur in der Erholungsphase nur in denjenigen Pflanzen möglich sei, welche am Ende des Trockenstresses hohe NSC-Mengen aufwiesen. Die Daten zeigten unterschiedliche artspezifische Strategien mit Trockenheit umzugehen. In O. c. wurde kein Schaden der hydraulischen Leitfähigkeit erfasst, während in F. o. ein hohes Maß an Xylem-Embolien stattfand. In F. o. war die Kapazität der Embolien-Reparatur unter Langzeitstress und wenig Licht nicht so hoch wie unter Kurzzeitstress unter viel Licht. Es gibt Hinweise darauf, dass dies auf einen höheren Stärkegehalt in kurzzeitgestressten Pflanzen zurückzuführen ist. Andererseits konnten die geringen Lichtbedingungen in O. c. zu keiner Abnahme der gespeicherten NSC im Stamm führen.Climate change causes increased global mean temperatures and modifications of world’s precipitation patterns. In combination with extreme climate events, like drought and heat waves, these changes can lead to drought-induced tree mortality and forest decline. Research into the role of stress impact on plants’ water- and carbon balance becomes important, especially in species which are considered to be drought resistant. For this reason, we subjected two young woody angiosperms, Fraxinus ornus (F. o.) and Ostrya carpinifolia (O. c.), to five different experimental treatments. Drought stress for at least one month under low light regimes was imposed to induce non-lethal carbon starvation and hydraulic failure. Re-irrigation was used to demonstrate eventual refilling of embolized xylem conduits despite a lack of NSC. Short-term stress under normal light conditions was applied to induce hydraulic failure but without carbon starvation. Also in this case, re-irrigation was used to establish whether xylem-refilling was more successful in these plants. Finally, irrigation was completely suspended to observe possible mechanisms leading to death. We specifically tested the hypothesis that embolism repair in post-drought recovery would be possible only in plants with high NSC-contents at the end of the drought-stress impact. Data highlighted species-specific strategies for coping with drought. In O. c. no hydraulic damage was recorded, while in F. o. drought stress induced high levels of xylem embolism. In F. o., after prolonged drought under low light, the capacity for embolism repair was lower than after short-term stress under normal light regimes. We suggest that these different responses can be attributed to the recorded higher amount of starch in plants subjected to short-term stress compared to those that experienced long-term stress and low light conditions. On the other hand, in O. c. drought stress and low light conditions did not reduce NSC stores in stem.author: Aichner Natalie, BScZusammenfassungen in Deutsch und EnglischMasterarbeit Karl-Franzens-Universität Graz 2017 772
Revisiting form postponement at the operations-marketing interface: form postponement types, customer utility and sales performance
No full textResearch on form postponement finds that deferring product differentiation along a manufacturing and distribution process improves the efficiency of a manufacturer by reducing demand uncertainty and the related safety stock costs. The underlying assumption of this stream of research is that form postponement increases customer utility by ensuring the rapid delivery of many pre-specified product variants. However, we contend that form postponement can also foster customer utility by providing customers more time to articulate their needs or by sparing them the trouble of forecasting how their needs will change during the product’s lifespan. We hence propose that a manufacturer should implement different types of form postponement depending on its intended impact on customer utility. By doing so, we contribute to the literature on form postponement by acknowledging that its value is not restricted to the reduction of demand uncertainty and by showing how it should be used to link the operations and marketing strategies of a manufacturing firm
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