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Learning outcomes The purpose of this paper is to understand a new restaurant venture's target segment and create a consumer profile for the new restaurant; to design a positioning statement for the new restaurant; to appraise the marketing strategy and suggest improvements in the marketing mix of a new restaurant venture in the new normal; to discuss the augmentation of services by a new restaurant to compete effectively in the market; and to identify and discuss the vital marketing steps for opening a restaurant in the new normal. Case overview/synopsis Kelvin, an ambitious and budding restaurateur, had high aspirations with great plans. V café was his first running venture. The income from V café was not enough to improve his social position. He wanted to open a new restaurant (Haikou) and earn more. Kelvin was well aware of COVID-19's current condition and its severe implications for the restaurant business. He did not have any experience in marketing a restaurant. So he was puzzled about understanding the target segment, positioning and marketing mix of the proposed restaurant in the new normal. Complexity academic level The case will cater to business management students pursuing a postgraduate management program. The case can be applied in Marketing Management, Entrepreneurship, Hospitality Management and Services Marketing courses. The prerequisite for this case is a basic understanding of marketing concepts. Supplementary materials Supplementary materials teaching notes are available for educators only. Subject code CSS 8: Marketing

A critical analysis of size and shape dependence properties of different type of nanomaterials is presented using a simple theory of equation of state (EOS) and bulk modulus. It is observed that compression behavior of nanomaterials depends on size and shape in addition to the applied pressure. To confirm the situation we have considered different type of nanomaterials. The model predictions are compared with the available experimental data. A good agreement between theory and experiments demonstrate the validity of model proposed for nanomaterials. Some results have also been reported in absence of experimental data to help the researcher engaged in the experimental studies of nanomaterials. Due to the simplicity and applicability of the model, it may be used to understand other properties of nanomaterials under varying physical conditions.

Financial inclusivity of women during the pandemic has been discussed and analyzed. During COVID-19 the usage of cashless transactions has increased enormously. This chapter will discuss the challenges that women have faced while doing transactions in a cashless manner. For this, a constructive model for the same has been developed by the researchers in order to explain the impact of COVID-19 on the financial inclusivity of women specifically for cashless transactions. For this, the following objectives have been examined and a probable discussion on the same has been concluded: 1) to check the effectiveness of government plans and awareness schemes of financial inclusion for women, 2) coping with the challenges of technology handling and financial literacy among women, and finally, 3) to realize the overall effect of financial inclusion on financial well-being and empowerment of women. This chapter will also present its argument on the implication and discussion of steps on financial inclusivity.

An analytical formalism of laser absorption in a nanorod embedded dielectric surface has been developed. Nanorods lie in the plane of the dielectric, in the form of a planar array. A laser, impinged on them with an electric field perpendicular to the lengths of the nanorods, imparts oscillatory velocity to nanorod electrons. As the free electrons of a nanorod are displaced, a space charge field is developed in the nanorod that exerts restoration force on the electrons and their drift velocity shows a resonance at ${\rm \omega} = {\rm \omega} _{\rm p}/\sqrt 2 $, where ωp denotes the plasma frequency of free electrons inside the nanorod. It is inhibited by collisions and nanorod expansion. At the resonance, the electrons are efficiently heated by the laser and laser energy is strongly absorbed, resulting in significant reduction in laser transmissivity. The transmissivity decreases with laser intensity.

Nanocomposite of copolymer of N-Methyl pyrrole (NMPy) and N, N-Dimethyl aniline (NDMA) doped with HCl was synthesized by chemical oxidative polymerization. APS was used as oxidant. The sample was characterized by FTIR, TGA, XRD and four probe method. FTIR confirms the formation of copolymer and its structure. XRD analysis shows the amorphous nature of polymer nanocomposite. The electrical conductivity of sample was measured by using four probe method. Size and surface morphology were demonstrated by SEM.

In the present investigation, a high intense ultra-short pulse configuration has been proposed for plasma induced THz generation in carbon nano tubes. When a high intense ultra-short electromagnetic wave interacts with the periodically structured carbon nano tubes possessing second order susceptibility, the electromagnetic wave imparts oscillatory velocities to electrons that produce the heat. The generation of excess heat may deform the structure of the carbon nano tubes which lead to the reduction in the efficiency of THz generation. Therefore, the pulse parameters evolution such as normalized energy of the pulse, pulse width, position of the pulse center and reflectivity coefficient of the medium is investigated theoretically on plasma generation. The outcome of the theoretically investigated reveals that the increment in the heating rate can be caused by decrease in the pulse width, increment in reflectivity coefficient and the pulse peak power. Finally, an array of ultra-short pulse configurations has been proposed for efficient THz generation. The present work is helpful to regulate the heating of nanostructure during ultra-short pulse interaction.

Transcriptional control has been earnestly pursued for the regulation of cellular proliferation associated with cancer progression. The foundational paradigm of targeting transcription factors has yielded exquisite specificity, but many factors cannot yet be targeted. In contrast, targeting epigenetic factors to control chromatin structure and consequential gene expression generally yields more global effects on transcription. Our working paradigm targets neither specific transcription factors nor global epigenetic factors but ATP-dependent chromatin remodeling factors that regulate expression of a limited set of genes. Active DNA-dependent ATPase A Domain inhibitor (ADAADi) synthesized by aminoglycoside phosphotransferases is the first-in-class inhibitor of ATP-dependent chromatin remodeling proteins that targets the ATPase domain of these proteins. Mammalian cells are sensitive to ADAADi but cell lines are variable in their individual responses to the inhibitor. The ADAADi product can be generated from a variety of aminoglycoside substrates with cells showing differential responses to ADAADi depending on the starting aminoglycoside. RNA seq analysis demonstrated that targeting the chromatin remodeling by treatment with a sub-lethal concentration of ADAADi yields alterations to the transcriptional network of the cell. Predominantly, the tumor-promoting genes were repressed while pro-apoptotic and tumor suppressors genes were upregulated on treatment with ADAADi, leading to apoptotic-type cell death. Treatment with ADAADi reversed the EMT process as well as inhibited migration of cells and their colony forming ability. In conjunction with the previous report that treatment with ADAADi regresses tumors in mouse model, this chromatin remodeling inhibitor shows promising anti-tumor properties by targeting the main hallmarks of cancer.

Active DNA-dependent ATPase A Domain inhibitor (ADAADi) is the only known inhibitor of ATP-dependent chromatin remodeling proteins that targets the ATPase domain of these proteins. The molecule is synthesized by aminoglycoside phosphotransferase enzyme in the presence of aminoglycosides. ADAADi interacts with ATP-dependent chromatin remodeling proteins through motif Ia present in the conserved helicase domain, and thus, can potentially inhibit all members of this family of proteins. We show that mammalian cells are sensitive to ADAADi but with variable responses in different cell lines. ADAADi can be generated from a wide variety of aminoglycosides; however, cells showed differential response to ADAADi generated from various aminoglycosides. Using HeLa and DU145 cells as model system we have explored the effect of ADAADi on cellular functions. We show that the transcriptional network of a cell type is altered when treated with sub-lethal concentration of ADAADi. Although ADAADi has no known effects on DNA chemical and structural integrity, expression of DNA-damage response genes was altered. The transcripts encoding for the pro-apoptotic proteins were found to be upregulated while the anti-apoptotic genes were found to be downregulated. This was accompanied by increased apoptosis leading us to hypothesize that the ADAADi treatment promotes apoptotic-type of cell death by upregulating the transcription of pro-apoptotic genes. ADAADi also inhibited migration of cells as well as their colony forming ability leading us to conclude that the compound has effective anti-tumor properties.

// Qiong Wu 1 , Pasil Madany 1 , Jason R. Dobson 1 , Jake M. Schnabl 1 , Soni Sharma 2 , Tara C. Smith 1 Andre J. van Wijnen 3 , Janet L. Stein 4 , Jane B. Lian 4 , Gary S. Stein 4 , Rohini Muthuswami 2 , Anthony N. Imbalzano 1 , Jeffrey A. Nickerson 1 1 Department of Cell and Developmental Biology, University of Massachusetts Medical School, Worcester, MA, USA 2 School of Life Sciences, Jawaharlal Nehru University, New Delhi, Delhi, India 3 Department of Biochemistry and Molecular Biology, Mayo Clinic, Rochester, MN, USA 4 Department of Biochemistry and Vermont Cancer Center for Basic and Translational Research, University of Vermont College of Medicine, Burlington, WA, USA Correspondence to: Anthony N. Imbalzano, email: anthony.imbalzano@umassmed.edu Jeffrey A. Nickerson, email: jeffrey.nickerson@umassmed.edu Keywords: breast cancer, metabolism, lipogenesis, gene regulation, BRG1 Received: January 07, 2016 Accepted: May 01, 2016 Published: May 20, 2016 ABSTRACT Cancer cells reprogram cellular metabolism to meet the demands of growth. Identification of the regulatory machinery that regulates cancer-specific metabolic changes may open new avenues for anti-cancer therapeutics. The epigenetic regulator BRG1 is a catalytic ATPase for some mammalian SWI/SNF chromatin remodeling enzymes. BRG1 is a well-characterized tumor suppressor in some human cancers, but is frequently overexpressed without mutation in other cancers, including breast cancer. Here we demonstrate that BRG1 upregulates de novo lipogenesis and that this is crucial for cancer cell proliferation. Knockdown of BRG1 attenuates lipid synthesis by impairing the transcription of enzymes catalyzing fatty acid and lipid synthesis. Remarkably, exogenous addition of palmitate, the key intermediate in fatty acid synthesis, rescued the cancer cell proliferation defect caused by BRG1 knockdown. Our work suggests that targeting BRG1 to reduce lipid metabolism and, thereby, to reduce proliferation, has promise for epigenetic therapy in triple negative breast cancer.

Brahma related gene product 1 (BRG1) is an ATPase that drives the catalytic activity of a subset of the mammalian SWI/SNF chromatin remodeling enzymes. BRG1 is overexpressed in most human breast cancer tumors without evidence of mutation and is required for breast cancer cell proliferation. We demonstrate that knockdown of BRG1 sensitized triple negative breast cancer cells to chemotherapeutic drugs used to treat breast cancer. An inhibitor of the BRG1 bromodomain had no effect on breast cancer cell viability, but an inhibitory molecule that targets the BRG1 ATPase activity recapitulated the increased drug efficacy observed in the presence of BRG1 knockdown. We further demonstrate that inhibition of BRG1 ATPase activity blocks the induction of ABC transporter genes by these chemotherapeutic drugs and that BRG1 binds to ABC transporter gene promoters. This inhibition increased intracellular concentrations of the drugs, providing a likely mechanism for the increased chemosensitivity. Since ABC transporters and their induction by chemotherapy drugs are a major cause of chemoresistance and treatment failure, these results support the idea that targeting the enzymatic activity of BRG1 would be an effective adjuvant therapy for breast cancer.

A magnetized plasma embedded with clusters offers an efficient way to second harmonic generation by intense short pulse laser. An X-mode laser exerts second harmonic pondermotive force on cluster electrons and produces a nonlinear current, driving the second harmonic radiation. In the process of hydrodynamic expansion of clusters, the electron plasma frequency passes through the surface Plasmon resonance, leading to resonant enhancement in the harmonic yield. The magnetic field shifts the Plasmon resonance. For typical parameters one may achieve power conversion efficiency of a few percent at normalized laser amplitude to (electron drift velocity of speed of light) of 0.1.

A simple model is proposed to understand the size and shape dependence of cohesive energy of nanoparticles. The cohesive energy, which is the most important property of bulk and nanomaterials, has been reported experimentally. It has been recognized that the cohesive energy of nanomaterials depends on size and as well as shape. It seems to be very difficult to understand this behavior theoretically. Moreover, in the present paper, we have made an effort to understand this. The model developed is used to compute the cohesive energy of Tungsten nanoparticles of different sizes for different shapes. The results obtained are compared with available experimental data. A good agreement with theory and experiment supports the validity of the model proposed. Due to simplicity and applicability the model may be extended to different types of nanomaterials.

A scheme of terahertz generation, employing carbon nanotubes (CNTs) embedded metal surface is proposed. The surface is irradiated by two laser beams at angle of incidence θ. The lasers exert a ponderomotive force on CNT electrons at the beat frequency ω=ω1-ω2 and produce a nonlinear current, turning the nanotubes into an array of antennae emitting beat frequency THz radiation. The THz field is resonantly enhanced at the plasmon resonance, ω = ω p β / 2 , where ωp is the plasma frequency of the CNT electrons and β is a parameter that characterizes the metallic susceptibility of the CNTs. The collisions are a limiting factor and cause heating of CNTs.

A scheme of terahertz radiation generation employing a matrix of anharmonic carbon nanotubes (CNTs) embedded in silica is proposed. The matrix is irradiated by two collinear laser beams that induce large excursions on CNT electrons and exert a nonlinear force at the beat frequency ω = ω1−ω2. The force derives a nonlinear current producing THz radiation. The THz field is resonantly enhanced at the plasmon resource, ω = ω p ( 1 + β ) / 2, where ωp is the plasma frequency and β is a characteristic parameter. Collisions are a limiting factor, suppressing the plasmon resonance. For typical values of plasma parameters, we obtain power conversion efficiency of the order of 10−6.