Mahidol University International College

About: Mahidol University International College is a based out in . It is known for research contribution in the topics: Tourism & Corporate governance. The organization has 240 authors who have published 485 publications receiving 6095 citations.

City-district divergence grid: a multi-level city brand positioning tool

Abstract: City brand positioning is a major challenge in the branding efforts of cities and places. The purpose of this research is to examine various place branding concepts and create a management tool that can help city administrators develop city brand positioning strategies. This research also used the tool to evaluate and identify an appropriate city brand positioning strategy for Bangkok. The author collected data from 789 residents in ten districts of Bangkok in June 2016. A paired sample t test analysis was used to plot the results of the proposed tool. The city-district divergence grid is a multi-level tool that evaluates the attributes and personality of a city and its sub-units or districts. It also provides city administrators with the most suitable characteristics for city and district positioning to appeal to their main customers—residents. After analysing the data, the proposed tool suggests that the Bangkok Metropolitan Administration (BMA) should employ sub-brand or endorsed brand strategies because most districts reside in the middle of the grid. The use of sub-brands or endorsed brand strategies can highlight Bangkok’s strong economy and active personality. City administrators can then develop individual district brands based on their distinct characteristics.

Quantum Chemical Investigation of Polychlorinated Dibenzodioxins, Dibenzofurans and Biphenyls: Relative Stability and Planarity Analysis.

Abstract: All the possible polychlorinated aromatic compounds in the classes of dibenzodioxins (PCDDs), dibenzofurans (PCDFs), and biphenyls (PCBs) were studied by the quantum chemical methods of HF/6-311++G(d,p), B3LYP/6-311++G(d,p), and MP2/cc-pVTZ. The calculated stabilities and structures of these compounds were compared with the available data on their abundance and toxicity. Prediction models for trends in energy and planarity among these congeners were proposed. The results discussed here can help contribute to the understanding of the role of dioxin-like compounds (DLCs) in the environment.