Xiaoyu Hu, Evan Chodora, Saurabh Prabhu, Akshay Gupte and Sez Atamturktur
This paper aims to present an approach for calibrating the numerical models of dynamical systems that have spatially localized nonlinear components. The approach implements the…
Abstract
Purpose
This paper aims to present an approach for calibrating the numerical models of dynamical systems that have spatially localized nonlinear components. The approach implements the extended constitutive relation error (ECRE) method using multi-harmonic coefficients and is conceived to separate the errors in the representation of the global, linear and local, nonlinear components of the dynamical system through a two-step process.
Design/methodology/approach
The first step focuses on the system’s predominantly linear dynamic response under a low magnitude periodic excitation. In this step, the discrepancy between measured and predicted multi-harmonic coefficients is calculated in terms of residual energy. This residual energy is in turn used to spatially locate errors in the model, through which one can identify the erroneous model inputs which govern the linear behavior that need to be calibrated. The second step involves measuring the system’s nonlinear dynamic response under a high magnitude periodic excitation. In this step, the response measurements under both low and high magnitude excitation are used to iteratively calibrate the identified linear and nonlinear input parameters.
Findings
When model error is present in both linear and nonlinear components, the proposed iterative combined multi-harmonic balance method (MHB)-ECRE calibration approach has shown superiority to the conventional MHB-ECRE method, while providing more reliable calibration results of the nonlinear parameter with less dependency on a priori knowledge of the associated linear system.
Originality/value
This two-step process is advantageous as it reduces the confounding effects of the uncertain model parameters associated with the linear and locally nonlinear components of the system.
Details
Keywords
Medha Kulkarni, Leena B. Dam and Bharat Pawar
After working through the case, the students should be able to understand Indian political economy and the brand building process of NaMo; identify the media mix strategies used…
Abstract
Learning outcomes
After working through the case, the students should be able to understand Indian political economy and the brand building process of NaMo; identify the media mix strategies used to build the brand NaMo in India; evaluate possible future growth strategies for brand NaMo; and compare and contrast brand NaMo with business brands.
Case overview/synopsis
Narendra Modi popularly called as NaMo was the current Prime Minister of India. He belonged to Bhartiya Janata Party (BJP) which won India’s general elections in two consecutive terms 2014 and 2019. NaMo was recognised worldwide for his prudence in leading the country to greater heights of achievement. NaMo started his political journey as the worker of BJP at a tender age. His rise in political career was akin to flagship brand overtaking the parent brand. All the steps taken in the past to position himself as a cult brand, will it fortify to NaMo’s victory in 2024 general elections? Business firms may follow NaMo’s strategies. What can the business brands emulate from NaMo to market and position themselves? Can political success be transpired to business success?
Complexity academic level
This case is designed for use in a graduate-/postgraduate-level marketing course in segments on brand management, brand expansion and the marketing strategies of a market leader. The case can also be used in a brand management course to discuss brand management models (e.g. Keller’s brand resonance pyramid and brand value chain). This case has particular application for classes that focus on brand equity, STP for any brand (segmentation, targeting and positioning) and brand value chain. The case looks in detail at the Indian political market and brand building process of NaMo and examines competitive moves since its inception. This case can be used in brand management, media management courses. The dilemma can be explained as part of a marketing course for postgraduate and executive programmes.
Supplementary materials
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Subject code
CSS 8: Marketing.