Technology Development Phase Research Articles

Evolutionary game theoretical approach for reducing carbon emissions in a complex supply chain organization

PurposeOur research explores the intricate behavior of low-carbon supply chain organizations in an ever-evolving landscape, emphasizing the profound implications of government-mandated low-carbon policies and the growing low-carbon market. Central to our exploration is applying a combined game theory model, merging Evolutionary Game Theory (EGT) with the Shapley Value Cooperative Game Theory Approach (SVCGTA).Design/methodology/approachWe establish a two-tier supply chain featuring retailers and manufacturers within this novel framework. We leverage an integrated approach, combining strategic Evolutionary Game Theory and Cooperative Game Theory, to conduct an in-depth analysis of four distinct low-carbon strategy combinations for retailers and manufacturers.FindingsThe implications of our findings transcend theoretical boundaries and resonate with a trinity of economic, environmental and societal interests. Our research goes beyond theoretical constructs to consider real-world impacts, including the influence of changes in government low-carbon policies, the dynamics of consumer sensitivities and the strategic calibration of retailer carbon financing incentives and subsidies on the identified ESS. Notably, our work highlights that governments can effectively incentivize organizations to reduce carbon emissions by adopting a more flexible approach, such as regulating carbon prices, rather than imposing rigid carbon caps.Originality/valueOur comprehensive analysis reveals the emergence of an Evolutionary Stability Strategy (ESS) that evolves in sync with the phases of low-carbon technology development. During the initial stages, our research suggests that manufacturers or retailers adopt low-carbon behavior as the optimal approach.

Overview and Potential Solutions of Current and Future Challenges in CMP

This talk is dedicated to the special session in honor of Prof. Babu Shrink of critical dimensions and stringent technology specifications are posing several planarization challenges in technology development (TD) and high-volume manufacturing (HVM) phases of current and advanced technology nodes. In this talk, we will focus on process challenges related to achieving (a) minimum defects (b) high planarization efficiency with less than 1nm dishing (c) tighter WIW and WID uniformities (d) ultra-smooth post-CMP surface roughness in the order of sub-nanometer. In addition, identifying appropriate endpoint control techniques combined with advanced process control strategies to provide good process margin will also be discussed. Addressing the above challenges in a cost-effective manner is vital for HVM. Root cause analysis and probable working models will be discussed for high-risk process challenges. Based on our understanding, a jist shall be provided about challenges associated with future technology nodes in logic and memory industries, with focus on how (a) technical understanding, (b) change in CMP ecosystem, and (c) AI can help solving technology development and high-volume manufacturing problems.

Does digital technology enhance the global value chain position?

Embedding new technology creates opportunities and challenges for the global value chain (GVC). Using country-level panel data from 59 economies in 2007–2018, we construct a fixed-effects model to investigate the relationship between digital technology and the GVC position. Moreover, we examine how digital technology affects the GVC position with a mediating model and consider the heterogeneity of this impact on GVC status. The main findings reveal a U-shaped relationship between digital technology and the GVC position, which means that, during the catch-up stage of digital technology, negative effects on input demand chains lead to a decline in GVC status, whereas, at a mature phase of technological development, positive effects on output supply chains enhance the GVC position. The impact of digital technology on the ascent in GVC status is mediated by productivity. Moreover, we analyze the different impacts of trade openness and economic development levels. Our findings suggest that countries with lower levels of economic development and high trade openness reach a U-shaped inflection point, accelerating their progression in the global value chain.

Key value indicators: A framework for values-driven next-generation ICT solutions

Technology design, development and evaluation has long been driven by functional performance optimization and estimated market opportunities. Today, societal challenges and sustainable development goals are calling for a paradigm shift towards aligning technology development with a values-based consideration and re-prioritization of different ecological, social and economic outcomes. Values have been identified as key drivers of Information and Communication Technology (ICT) research. They are taken into account in the development of 6G networks, e.g. in the context of EU research funding frameworks, but a clear conceptual framework for values-driven development is still missing. This paper deals with the concept of Key Value Indicators (KVIs) as a method for analyzing the values-related outcomes stemming from ICT developments. Leveraging established definitions, frameworks and value identification methods, the paper proposes a structured KVI framework tailored to the ICT research and development (R&D) sector. The proposed framework comprises five steps, starting from the use case-related identification of values to the assessment of value outcomes. ICT-enabled smart cities are analyzed as an example use case to illustrate how this framework can be applied. The KVI framework is aimed to be a useful tool for the ICT research sector (to be used - primarily but not exclusively - by ICT research projects and programs) to address social challenges in technology design and development phases and to identify and estimate value outcomes from technology use. In addition, the proposed framework aims to assist policy makers to establish value-related targets and set requirements and conditions for ICT developments.

Transfer Learning for Automatic Sleep Staging Using a Pre-Gelled Electrode Grid.

Novel sensor solutions for sleep monitoring at home could alleviate bottlenecks in sleep medical care as well as enable selective or continuous observation over long periods of time and contribute to new insights in sleep medicine and beyond. Since especially in the latter case the sensor data differ strongly in signal, number and extent of sensors from the classical polysomnography (PSG) sensor technology, an automatic evaluation is essential for the application. However, the training of an automatic algorithm is complicated by the fact that the development phase of the new sensor technology, extensive comparative measurements with standardized reference systems, is often not possible and therefore only small datasets are available. In order to circumvent high system-specific training data requirements, we employ pre-training on large datasets with finetuning on small datasets of new sensor technology to enable automatic sleep phase detection for small test series. By pre-training on publicly available PSG datasets and finetuning on 12 nights recorded with new sensor technology based on a pre-gelled electrode grid to capture electroencephalography (EEG), electrooculography (EOG) and electromyography (EMG), an F1 score across all sleep phases of 0.81 is achieved (wake 0.84, N1 0.62, N2 0.81, N3 0.87, REM 0.88), using only EEG and EOG. The analysis additionally considers the spatial distribution of the channels and an approach to approximate classical electrode positions based on specific linear combinations of the new sensor grid channels.

The Designers’ Perspective on Autonomous Mining Systems and Sociotechnology

Digitalization and automation technology offer new possibilities to increase productivity and obtain higher levels of autonomy in mining operations. Introducing autonomous systems into mining is not only a technical problem in terms of effectiveness and efficiency, nor a problem of safety in human-automation interactions. The systems also need to be designed and developed so that they foster healthy and attractive working environments. The design and development phase of new mining technology has not been extensively studied previously. To fill this knowledge gap, we investigated technology developers’ basic assumptions about humans and their interactions with the technology they develop. We conducted five semi-structured workshops within an EU funded project concerned with developing digitalization and automation solutions for the mining industry. The data suggests that many critical functions will still be under human control in future mining systems. The results also indicate increased complexity in the interaction between autonomous systems and humans as the technology becomes more advanced. As a result, we suggest that a human perspective, based on sociotechnical principles, should not only be considered in implementing the technology at mines but also in the early conceptual phases of developing and designing the technology. This will ensure healthy and attractive work environments in the future mining industry.

Successful innovation strategies to overcome the technical challenges in the development of wave energy technologies

Despite the considerable efforts the international research community has made over the last decades, wave energy technologies have failed to achieve the desired design convergence to support their future market growth. Many technical challenges remain unresolved, leading to high costs of energy in comparison with other renewable energy sources. It becomes apparent that incremental innovation alone cannot fill the gap between the current techno-economic estimates and the medium-term policy targets established for wave energy.
 A systematic problem-solving approach must be embedded from the outset of technology development to meet the high sector expectations. This approach should support the engineering design processes, facilitate traceability of engineering analysis, and provide practical tools for understanding the wave energy context, formalising wave energy system requirements, guiding techno-economic design decisions, and overcoming technical challenges.
 Systems Engineering methods have been successfully applied to developing complex commercial products in many sectors. Among the many tools developed in Systems Engineering, it is worthwhile mentioning two structured innovation techniques: Quality Function Deployment (QFD) for problem formulation and selection [1]; and the Theory of Inventive Problem Solving (TRIZ) for concept generation [2]. Unfortunately, their use in wave energy is still limited and fragmented.
 Taking as a starting point the technology-agnostic assessment of wave energy capabilities performed in previous research work [3] for the problem formulation and concept selection, the authors have applied QFD to obtain the prioritisation of the technical characteristics that may offer the greatest impact to the overall design for a wave energy system. The main Functional Requirements are mapped to an equal number of Design Parameters extracted from the 39 technical parameters provided by TRIZ. The TRIZ toolkit is then employed to suggest three alternative innovation strategies to overcome wave energy cost and performance limitations.
 Firstly, separation principles are used to deal with physical contradictions. Examples of potentially effective strategies involving separation in time, space, scale or condition are proposed.
 Subsequently, inventive principles are employed to solve technical contradictions and trade-offs. The four most promising inventive principles that have been found in this implementation are "Local quality", "Dynamism", "Pneumatics or hydraulics", and "Physical or chemical properties". These principles prompt the user to consider a broader range of alternatives and improve creative thinking. Additional examples are given on how these inventive principles could be applied in wave energy.
 Finally, a system transition strategy is needed for the most complex challenges. Bypassing contradictory demands involves more radical changes in the functional allocation of requirements to the physical embodiment. Therefore, such a significant pivot in wave energy design can only be made in the initial phases of technology development.
 [1] S. Mizuno, Y. Akao, and K. Ishihara, Eds., QFD, the customer-driven approach to quality planning and deployment. Tokyo, Japan: Asian Productivity Organization, 1994.
 [2] K. Gadd, TRIZ for Engineers: Enabling Inventive Problem Solving, 1st ed. Wiley, 2011. doi: 10.1002/9780470684320.
 [3] P. Ruiz-Minguela, J. M. Blanco, V. Nava, and H. Jeffrey, ‘Technology-Agnostic Assessment of Wave Energy System Capabilities’, Energies, vol. 15, no. 7, p. 2624, Apr. 2022, doi: 10.3390/en15072624.

A Bridge Blueprint to Span the Chasm Between Research and Engineering — A Framework for Systems Engineering in Early‐Stage Research and Development

ABSTRACTResearchers and funding organizations often do not understand the value of systems engineering in early‐stage projects (technology readiness levels TRL 1‐5), during which systems engineering may be viewed as an unnecessary cost, and as a process heavy effort applicable only for mature technologies. This may result in a relative lack of engineering rigor and lack of understanding of innovation context which often contributes to failures in the “valley of death” between fundamental research and applied development.We argue there is more than one pathway for crossing the valley of death, and that relevant application of systems engineering implemented at an appropriate level of rigor provides a foundation for transition and use of technical innovation. This article discusses the principles and foundational elements necessary for development and use of a framework for systems engineering applicable in early‐stage research and development (ESR&D), including tailoring considerations associated with TRL and stakeholder roles. Associated framework metrics are suggested to enable evaluation and practical implementation of the framework for systems engineering innovation management at this phase of technology development.

The Transdisciplinary Approach to Developing an Integrated Water-Related Disaster Information System for Municipalities

Although the transdisciplinary approach (TDA) is becoming popular during the implementation of disaster management facilities in recent years, there are few examples of the research and development phase of disaster management technology. The Cross-ministerial Strategic Innovation Promotion Program (SIP) Phase 2, financed by the Government of Japan, emphasizes the need for industry-academia-government cooperation, and is undertaking the research and development of a disaster information provision system. As part of this program, since 2018, Kyushu University, as an academic participant, and Foundation of River & Basin Integrated Communications (FRICS), as a practitioner, are developing the “Integrated-System of Disaster Reduction for Municipalities” (IDR4M) in collaboration with municipalities across Japan. This article introduces IDR4M’s development process, especially the collaboration between academia and municipalities, who are the system’s actual users.

Foundation of a framework for evaluating the impact of mining technological innovation on a company's market value

Technological innovation development plays a pivotal role in mineral economics. History shows that the difference between a mineral deposit's economic status and its uneconomic status lies in the mining technological innovation most prevalent in each phase of technological development. The significance of mining technology is that it curbs the negative impact of mineral deposit depletion by improving productivity, thereby keeping mineral exploitation profitable. This relationship makes it imperative to develop a framework that utilises this concept to sustain mining in the future. The framework will incorporate the benefits of technological innovation implementation to demonstrate its impact on a company's share price. It will help public investors understand share price performance while serving as an additional internal new technology investment approval tool.This paper demonstrates how applying technological development and innovation affects mining processes and its economics. This relationship is evident throughout the four historical mining technological stages, which started in the 18th Century with mechanisation, then remote control, automation, and currently, autonomous technology systems. At each stage, the need for a more productive technology arose as the effects of mineral resources depletion threatened mining's profitability. Thus, it can be judged that the future of mining profitability lies in the current advanced technologies that leverage artificial intelligence and machine learning systems. Nonetheless, while mineral commodity miners profit and firm market values grow, the growth is not empirically linked to the technological innovation development that drives it. Conversely, in other industries, the firm's technological development innovation resultant economic metrics, along with macroeconomic factors, are captured and empirically linked to stock market value. This exposes a gap in the financial impact evaluation of mining technology innovation implementation. Therefore, this paper explores the possibility of developing that framework for the mining industry by identifying improved productivity and cost metrics, profit margin growth, and the resultant share price performance.

Applying the 12 Principles of Green Engineering in Low TRL Electronics: A Case Study of an Energy-Harvesting Platform

Energy harvesting has been identified as a key enabling technology for the Internet of Things as it allows a battery-less functioning of electronic devices. While the use of ambient sources of energy is commonly seen as sustainable due to their renewable nature, raw material consumption and recyclability need to be assessed to ensure true sustainability. This is especially relevant in electronics, due to their high complexity stemming from the variety of components and materials in their composition. This work presents the case study of the application of the 12 Principles of Green Engineering to an energy-harvesting platform in the early technology development phase. Specifically, the technological areas of design for disassembly, materials for substitution, fabrication efficiency, and manufacturing processes that enable the use of recycled materials have been evaluated. This has allowed us to identify hazardous raw materials and recommend their substitution. Further recommendations include the adoption of mechanical fixtures to fasten lump components. Additional strategies have been identified but their application has been found out of reach of the technology developers, such as the increase in the manufacturing batch size or the inclusion of solvent recycling, which can only be implemented at larger manufacturing scales. Further strategies, such as the use of recycled Si wafers or dry adhesives as fixtures, represent future solutions for the reduction in the environmental impact which require further R&D efforts from different disciplines. This highlights the need for holistic and multidisciplinary research efforts to fully achieve the circular design.

A Literature Review: Implementation of Information Technology Governance in Indonesia

The current phase of technological development requires companies in Indonesia to take advantage of IT investments to support every business process in it. However, information technology governance is needed to avoid the mismatch of IT utilization with the company's business objectives. There are many frameworks needed to measure IT governance. In this study, the Cobit framework. This research is a Literature Review study to answer RQ1, which is related to the criteria for the literature study following the research, and RQ2 regarding the most frequently used domains. Of the 48 selected journals, 15 journals were found that matched the research criteria. The most frequently used domains in the 15 journals were the DSS (Deliver, Service, and Support) domain at number one and EDM (Evaluate, Direct, Monitor) at number two. DSS domain will recommend focusing on information technology service upgrades and organizational support. In contrast, the EDM domain will evaluate the available system.

Science Teachers' Perceptions of Web-Based Learning

The use of technology-based learning media is a requirement in today's learning process. This is because the world has entered a new phase of technological development in which education plays a role. Technology-based education produces a generation who are technologically literate. As a result, teacher efforts are required to incorporate technology into classroom learning. Web-based learning is one example of a technological application in education. Google Sites was used for web-based learning in this study. The purpose of the study is to analyze the perception of science teachers on the use of Google Sites in the classroom. A descriptive method with a quantitative approach was used in the research. The subjects of the study were science teachers in an Indonesian sub-district. Data collection is use Focus Group Discussion, the teacher was asked for his thoughts or perceptions on using Google Sites in the classroom. The data analysis technique used analysis interactive model technique consists of data collection, data reduction, data display, and conclusions. The result of study found Google Sites, according to the majority of teachers, can be used as a website-based learning media. Google Sites meets the six basic indicators of good media ratings, according to teachers. The six indicators are the media's suitability for learning objectives, the accuracy of supporting facts, concepts, and principles in lesson content, the practicality, flexibility, and durability of use, teachers' skills in using Google Sites, target media users, and technical quality.

The Evolution, Hotspots, and Trends in Research on Facilities of Combined Medical and Nursing Care for the Elderly

With the significant increase in global ageing and its derivative risks, governments and academic communities have been widely concerned with research on facilities of combined medical and nursing care for the elderly (FCMNCE). Using Citespace and VOSviewer bibliometric software, in this paper, we explore the evolutionary phases, hotspots, and trends in research on FCMNCE. First, the concept and connotation of FCMNCE are clarified. Secondly, based on a bibliometric analysis of the number of annual publications, disciplinary distribution, publication sources, and country distribution, we classify research on FCMNCE into four phases: the exploratory phase of influencing factors, the constructive phase of combined medical and nursing care patterns, the improvement phase of life quality, and the synergistic development phase of science and technology. Thirdly, based on a bibliometric analysis of keyword clustering, annual overlap, and burst keywords, the research hotspots of FCMNCE are identified. Finally, we predicts that future research on FCMNCE will be characterized by the trends of smart elderly facilities, smart medical services, and public health risks. Our conclusion can help researchers to understand the research status and development trends of FCMNCE and select future research directions based on their disciplinary background.

Institutional constellations and policy instruments for offshore wind power around the North sea

This paper analyses how institutional constellations and their associated mode of risk allocation are reflected in the choice of policy instruments for the promotion of offshore wind power. Using the Varieties of Capitalism framework we expect that governments in Liberal Market Economies (LME) tend to use policy instruments that privatise investments and risk-taking, while those in Coordinated Market Economies (CME) use policy instruments that facilitate investments and shared risk-taking in the earlier, more riskful phase of technological development. We test our expectations through a longitudinal comparative analysis of the use of policy instruments and the deployment of offshore wind power in Denmark, the United Kingdom, Germany and the Netherlands between 1990 and 2020.Our results confirm the market oriented nature of policy instruments employed by the LME case of the United Kingdom throughout, while we witness initially lower levels of market orientation among the CME cases of Germany, Denmark and the Netherlands. Though the market orientation of Germany's policy instruments declined half way to build up domestic momentum, we generally see an increased use of market oriented policy instruments over time by the CME. Putting the trajectories together we witness an overall convergence in the use of policy instruments which we attribute to the liberalisation of the energy sector in the EU as well as to policy-learning effects. The results have generic relevance and can also be used to inform future national strategies and policies for deploying new low-carbon technologies, such as electrolysis for green hydrogen, which face similar risks and challenges.

Identifying technology lock-in and tracing knowledge source trajectories: a case study of lithography

ABSTRACT This article presents an overview of the trajectories of lithography technology with a particular focus on technology lock-in. Based on the theory of technological evolution, the paper exploits the contribution of different knowledge sources. The results show that four phases of technological development characterise the evolution of lithography. Phases 2 and 3 from 2002 to 2011 are characterised by the persistence of particular standard technology and path dependence, suggesting the existence of technology lock-in. By highlighting the characteristics of technology lock-in and path dependence, we discuss the core technology gap between incumbents and latecomers. We find that the lithography industry was dominated by U.S., German, and Japanese core technologies in the early stages. However, knowledge diversity has gradually increased in recent years, with Korea and Taiwan contributing more to the current lithography technology, possibly breaking out path dependence. This study contributes to the existing literature on indicators and connotations of technological lock-in and path dependence. It provides insight into the window of opportunity for latecomers by identifying core lithography technologies.

Simulação da implantação de dispositivo de energia piezoelétrica em pavimento de cruzamentos urbanos

Energy Harvesting é o conceito que visa transformar o peso do veículo que trafega sobre a pista em energia elétrica, converter pressão mecânica em eletricidade, este é o princípio da tecnologia piezoelétrica em teste atualmente em rodovias e vias urbanas pelo mundo. Este tipo de energia varia em função da grandeza da carga do veículo e do número de vezes que o mesmo passa, consequentemente essa forma de energia é descontínua, sendo melhor aproveitada quando empregada em vias com alto fluxo de veículos. Nesse contexto, apresenta-se um estudo baseado na simulação de implantação de dispositivos piezoelétricos em um cruzamento urbano com semáforo em três cidades brasileiras de portes distintos: Marau, Erechim e Passo Fundo. A energia piezoelétrica ainda se mostra em fase inicial de desenvolvimento tecnológico e experimental, contudo se mostra com potencial de utilização em meio urbano, principalmente pela concentração de veículos leves, velocidades operacionais e como fonte complementar à rede elétrica existente.

Health economic evaluation of digital nursing technologies: a review of methodological recommendations

BackgroundHealth economic evaluation of digital nursing technologies (DNT) is important to provide information that helps avoid undesirable developments and implementations as well as increase the chances of success of developed applications. At the same time, studies and evidence on cost-effectiveness are still very rare in this field. Review studies in related technology areas such as telemedicine frequently criticise the quality and comparability of health economic evaluations conducted in this field. Based on a content analysis of methodological literature on the economic evaluation of innovative (digital) technologies in health and nursing, this article aims to identify specific challenges in this research area and offers recommendations on how to address these challenges to promote more sound health economic evaluations in the future.MethodsA rapid review was conducted, consisting of a systematic search in the Pubmed database as well as Google Scholar. In addition, the literature lists of the analysed texts were scoured for additional texts to be included. Methodological literature, single studies, and reviews were included. A total of 536 studies were screened, of which 29 were included in the full text analysis.ResultsBased on the systematic content analysis of the studies under consideration, 10 specific methodological challenges are identified, and the methodological recommendations were examined for consideration. A particular focus was given to whether specific methodological approaches might be needed in the context of evaluating the efficiency of DNT.ConclusionMany of the challenges identified for the health economic evaluations of digital nursing technologies are comparable to those of other complex health care interventions. The recommendations discussed can help to alleviate those challenges. Future research should focus on alternative approaches to assessing causality in different phases of technology development while maintaining high evidence standards. High-evidence economic assessment of technologies in nursing care should be carried out in routine use, especially if they are intended to be reimbursed by the social insurance.

Factors that influence the dominance of an enterprise reference architecture

Reference architectures provide template solutions for particular domains and can therefore be considered as standards. This study investigates whether diversity in enterprise reference architectures is likely to continue or if one reference architecture will gain dominance in the market. More specifically, we examine factors that lead to market dominance. We use the literature on standards battles, the Technology Acceptance Model (TAM), and the Technology-Organization-Environment (TOE) framework to analyse factors for dominance. In this field, network effects apply and provide a force towards the dominance of a single architecture. However, factors contributing to multiple standards are more relevant, as well as those from TAM and TOE, since reference architectures differ slightly in their added value for various categories of stakeholders. Empirical data from 19 expert interviews provide further insights into the factors that influence the dominance of an enterprise reference architecture. Our results show that it is important that the content and value of reference architectures are straightforward and understandable, not only for architects but for all stakeholders. We extend current standards battles literature by applying it to a new area and combining it with TAM and TOE. We provide an innovative and extensive list of factors that influence the dominance of one standard and the continued coexistence of multiple standards and relate these to phases of technology development. This list can form a framework for future standards battle research. From the practical perspective, the annex may help parties involved in standard battles to position themselves in the technology development phase, better predict the outcome of the battle, and enhance the possibility to influence that outcome. More specifically, our paper will help adopters of enterprise reference architectures to make better-informed choices. Suppliers of reference architectures can use the findings to stimulate market adoption of their model.

PHASES OF THE LIFE CYCLE OF UNIVERSITY SCIENTIFIC AND PEDAGOGICAL SPECIALIST’S BRAND

The article considers the life cycle of a university scientific and pedagogical specialist's brand as a continuous period from the moment of gaining a high level of recognition by the target audience to the moment of loss of specified influence on the target audience. A direct correlation between the phases of a university scientific and pedagogical specialist's brand life cycle and starting points of the theory of innovation diffusion is proved there. The division of the life cycle of a brand into six phases is proposed. They are as follows: phase of development of branding technology, phase of the introduction of a university scientific and pedagogical specialistʼs brand into the educational and scientific activity of a university, phase of growth of personal and professional potential of a brand, phase of stabilization of interaction of image and reputation brand components; the phase of extinction of the university specialist’s brand and the phase of the brandʼs exit from the market of providing educational and scientific services. The inexpediency of purposefully avoiding the development phase of branding technology is argued, as such “dynamically oriented” branding does not take into account the peculiarities of the personal and professional potential of the specialist, as well as lacks systemic and strategic focus. It is specified that depending on the purpose of application, rebranding of the university professor’s brand can act as a connecting phase of a life cycle of a specialists’ brand and as a singular process of formation of a new university professor’s brand. It is emphasized that preventive or forced-consolidating rebranding by a university professor due to fixing a temporary decline in his brand demand by the target audience in a phase of growth of personal and professional potential is ineffective.
 Keywords: brand; university professor; life cycle; phase; differentiation; target audience; university; rebranding.