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This paper proposes an algorithm for the extraction of reduced order models of MEMS switches, based on using a physics aware simplification technique.

The reduced model is built progressively by increasing the complexity of the physical model. The approach starts with static analyses and continues with dynamic ones. Physical phenomena are introduced sequentially in the reduced model whose order is increased until accuracy, computed by assessing forces that are kept in the reduced model, is acceptable.

The technique is exemplified for RF-MEMS switches, but it can be extended for any device where physical phenomena can be included one by one, in a hierarchy of models. The extraction technique is based on analogies that are carried out for both the multiphysics and the full-wave electromagnetic phenomena and their couplings. In the final model, the multiphysics electromechanical phenomena is reduced to a system with lumped components with nonlinear elastic and damping forces, coupled with a system with distributed and lumped components which represents the reduced model of the RF electromagnetic phenomena.

Contrary to the order reduction by projection methods, this approach has the advantage that the simplified model can be easily understood, the equations and variables have significance for the user and the algorithm starts with a model of minimal order, which is increased until the approximation error is acceptable. The novelty of the proposed method is that, being tailored to a specific application, it is able to keep physical interpretation inside the reduced model. This is the reason why, the obtained model has an extremely low order, much lower than the one achievable with general state-of-the-art procedures.

Gives reports and surveys of selected current research and developments in systems and cybernetics, including: Knowledge‐based systems, Collaborative robots, Business cybernetics and systems, Information technology, Interdisciplinary research, Innovative systems, Biocybernetics.

Examines the value of mature brands. Argues that managing mature brands is an ongoing process of birth or revitalisation of established brands. Illustrates this by looking at a line of Pillsbury products, called Pillsbury Dough, since the 1960s. Notes the changes that occurred in this business and how the company reacted to them ‐growth in the 1960s, difficult times in the 1970s, revitalisation in the 1980s, and finally market expansion in the 1990s. Finally surmises management principles for mature brands.

Viral marketing draws heavily on the success of a few mythic campaigns. However, the viral metaphor limits previous perspectives as to why consumers engage with content and importantly, why they pass it on. The paper aims to discuss this issue.

The authors explore why consumers engaged with Kraft’s “How do you love your Vegemite?” campaign using multiple sources of evidence including interviews, blog post comments, and firm market research.

The choice to engage with content is driven by consumers’ desire for self-authentication, in particular the desire to express one’s identity through an authenticating act, and express membership of a collective via an authoritative performance. In so doing, the authors identify the limits of adopting an epidemiological metaphor for campaigns reliant on consumer agency.

This study is unique because it proposes an alternative focus to a fundamental metaphor and has both conceptual and practical value.

Momentum is gaining among major corporations to use the shareholder value approach to planning. This approach enables management to test alternative strategies and select that combination of strategies that creates the most value for shareholders. The authors describe how microcomputer software designed by a company called Alcar can be used by managers to incorporate the shareholder value approach in their strategic planning process.

Through a case study of J. Walter Thompson and Kraft’s efforts to market Vegemite in the USA in the late 1960s, this paper aims to explore transnational systems of cultural production and consumption, the US’s changing perception of Australia and the influence of culture on whether advertising fails or succeeds.

This paper draws from archival primary sources, including advertisements and newspapers, as well as secondary literatures from the fields of advertising history, food studies and transnational studies of popular culture.

Although J. Walter Thompson’s advertising contributed to Vegemite’s icon status in Australia, it failed to capture the American market in the late 1960s. In the 1980s, however, Vegemite did capture American interest when it was central to a wave of Australian popular culture that included films, sport and music, particularly Men at Work’s hit song, “Down Under”, whose lyrics mentioned Vegemite. As such, Vegemite’s moment of success stateside occurred without a national advertising campaign. Even when popular, however, Americans failed to like Vegemite’s taste, confirming it as a uniquely culturally specific product.

This paper analyzes a little-studied advertising campaign. The case study’s interdisciplinary findings will be of interest to scholars of advertising history, twentieth century USA and Australian history and food studies.

This article explains the challenges faced when management‐practitioners decide to enter the academic environment and teach. The authors speak from the perspective of their own experiences with respect to transitions into the academic field and also highlight prominent literature on the subject. The framework for the paper begins with the explanation of a basic model associated with cultural transition. They identify three success factors for transition: task success; social interaction; and cultural understanding and awareness and develop strategies for each. The dual themes of the article are to reinforce the usefulness of practitioners into academia and to help smooth the environmental transition for practitioner‐academicians (PAs) by developing strategies for success.