Marie Curie Actions: Inspiring Researchers - Imdea

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SEMEAIOutside the obvious green job sectors, such as recycling or renewable energy, business and the environment may notseem like areas with a lot of common ground. Environmental initiatives cost money, they do not make money, or so thethinking goes. Renato J. Orsato believes that this is where many people are wrong. In his <strong>Marie</strong> <strong>Curie</strong> project, he asked:‘When does it pay to be green?’
Let’s get downto green businessDr Orsato collected more than 30 industry case studies fromAustralia, Brazil, Europe and New Zealand for his research inthe Semeai project. These include both successful examplesof environment-related investments, and less successful ones.His analyses clearly showed that it does pay to be green – butonly under certain conditions.Define ‘green’?‘You have to be very clear about what you mean by “green”,’Dr Orsato emphasises. ‘What is the type of eco-investment you’retalking about? Are you talking about reducing the emissionsof your factory by doing some eco-effi ciency, obtaining acertifi ed environmental management system for your processes,developing an eco-brand, investing in bio-polymers?’In addition, there is the small matter of defi ning ‘pay’. Dependingon whether a company only counts fi nancial returns asadequate payment or whether it also takes intangible aspectsinto consideration, such as reputation or the value of a brand,it will, or will not, perceive an investment as worthwhile. Theseaspects all play a role in answering the green question, as dotime frame and location.In the early 1990s, a Scandinavian supermarket chain founda positive answer to the question: the company successfullyestablished one of the fi rst eco-brands worldwide. The brand,covering over 250 eco-friendly products, is one of the casestudies that fuelled Dr Orsato’s research. He concluded the keyto success of that ecological differentiation was the diffi culty forcompetitors to imitate the eco-brand. At the same time, ‘theinformation about the products was not controversial’, Dr Orsatoadds. ‘You cannot sell Argentinian honey in Sweden and thinkthat that’s environmentally friendly.’ Finally, the consumer mustbe willing to pay a price premium for ecological differentiation.All conditions were fulfi lled by the Scandinavian eco-brandand contributed to its success. But, of course, as Dr Orsatoexplains, eco-branding is only part of the answer, as it is betterDr Renato J. Orsato117
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EUROPEANCOMMISSIONEuropeanResearch
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EUROPEAN COMMISSIONINSPIRING RESEAR
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Marie Curie Actions: Inspiring Rese
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ContentsIntroduction . . . . . . .
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WORLDWIDE RESEARCH . . . . . . . .
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within the best European research g
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Cross-border cooperation is the cor
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The Marie Curie programme seeks to
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AQUACHEMWater is life. It is key to
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ground for early-stage and experien
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CARBIOCarbon nanotubes are the epit
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e chemically modifi ed to further e
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CATALYSTS TOMOGRAPHY‘Everything b
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included a specimen holder inserted
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CRONUS-EUThe Earth is under attack:
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led to an unprecedented ability to
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HETEROLICSThe days of grainy graphi
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Other researchers from Ural State T
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HYDROGEN 1S-2SAccurate clocks are c
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more accurate. Such a clock could b
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RAPTOR ECOTOXFears over species los
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in Sicily, as well as rock climbers
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SMARTEverything about this material
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Development scheme as a chance to m
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SPATSTATHow can statistical analysi
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Hristopulos. There are two categori
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TRACKSResearch within the Tracks pr
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intellectual property issues and th
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Marie Curie Fellowships act as a sp
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The seeds of a budding career are p
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ARTEMISUnderstanding nature at its
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network institutes have allowed the
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BIOMEMA membrane is a layer of mate
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Page 70 and 71: COMODEWhen consumers buy a new coff
Page 72 and 73: with computer-aided design (CAD) to
Page 74 and 75: COOPERATIVE BREEDINGCan our sibling
Page 76 and 77: mammals. Other analyses of cooperat
Page 78 and 79: CSIMHVALVESImagine being able to un
Page 80 and 81: could be used to describe how carti
Page 82 and 83: GLUESDr Markus Reichstein is a ‘r
Page 84 and 85: The carbon cycle begins with plants
Page 86 and 87: INTERDECHow an organism develops de
Page 88 and 89: The heart of the matterThe PhD Fell
Page 90 and 91: KAPROWThe theory of democratic peac
Page 92 and 93: necessary to stop it.’ If we are
Page 94 and 95: NASCENTAlthough nanotechnology deal
Page 96 and 97: The network focuses on the developm
Page 98 and 99: NEUROEMPATHYEver sense a chill runn
Page 100 and 101: Mapping empathySince the 1890s, it
Page 102 and 103: © stock.xchngOESTROGEN RECEPTORThe
Page 104 and 105: says Dr López-Béjar. Underlining
Page 106 and 107: PAPHOSIn 1870, Jules Verne wrote ab
Page 108 and 109: Minuscule communities under the sea
Page 110 and 111: PENELOPEPenelope, the wife of Ulyss
Page 112 and 113: Training and travelFor the Fellows,
Page 114 and 115: PUMPING UP THE HEARTMany researcher
Page 116 and 117: iochemical reactions take place in
Page 120 and 121: suited to some companies than to ot
Page 122 and 123: Increasing our knowledge of the uni
Page 124 and 125: Everybody benefi ts from knowledge
Page 126 and 127: CABMarie Curie Fellows working unde
Page 128 and 129: The project achieved some major mil
Page 130 and 131: ENZYMATEnzymes are biomolecules tha
Page 132 and 133: eports. And the industry seems to s
Page 134 and 135: NUCSYSComplex organisms such as hum
Page 136 and 137: Integrating the ‘-omics’Nuclear
Page 138 and 139: TARGET-BREASTThe emotional turmoil
Page 140 and 141: diagnostics within an industrial en
Page 142 and 143: TEAMOHOLICAlthough it deals with an
Page 144 and 145: Dream teamAs its name suggests, Tea
Page 146 and 147: Women researchers have brought majo
Page 148 and 149: more likely to leave once they are
Page 150 and 151: AQUABASEToday, an increasingly comp
Page 152 and 153: ‘With C14 isotopes, we can track
Page 154 and 155: DRUG-DISCOVERYDuring her two-year M
Page 156 and 157: chemically in various fashions. The
Page 158 and 159: EARA-ESTThe European Association fo
Page 160 and 161: ‘Our programme is founded on the
Page 162 and 163: GLADNETAccurate data about the qual
Page 164 and 165: Working with industryIn addition to
Page 166 and 167: MIGRANT CHILDRENImmigration has bec
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Ireland possesses a category of mig
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NANBIOPTICOne of the most exciting
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Marie Curie support allowed me, amo
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NANOMATCHDeveloping new and more ef
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‘The ombudswoman is used quite fr
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Europe is increasingly retaining it
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well as the researcher’s scientif
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ADAPTUNPREDICTThe Marie Curie progr
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we understand the consequences bett
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© stock.xchngCSS-OMICSStress is a
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A key part of her research was to f
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ELSAQUINTANA-NCSCSFor Spanish pharm
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The cancer stem cell hypothesis pre
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EXNER_BORISOVMany modern devices an
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chips, for instance. ‘Of course,
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HIVOXFORDIn late 2006, five Bulgari
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that the accused medical personnel
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© stock.xchngMARINE MAGNETISMIsn
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aeolian dust. The second traces dus
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MODPAPThe Modpap project has delive
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According to Dr Macpherson, Dr Pill
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NANOSWITCHIt calls to mind a scene
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‘Throughout their journey, the na
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PIPKIGKOOne in every 700 babies bor
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focal adhesions of specifi c protei
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TARGETING PCD IN PDA Marie Curie gr
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the blood-brain barrier, the precur
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Science completely shapes the way w
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as labs and microscopes in order to
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BCRThe moon holds a strange fascina
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A new perspective on chronobiologyT
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© stock.xchngBIMORESolar energy is
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convert CO 2into a reduced carbon b
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CENS-CMAAs the Estonian coastline c
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The research visitors provided valu
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FLOODSVery few of us now question t
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The hunting ground for this preciou
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NANOMAG-LABThese days, the average
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What is more, Nanomag-Lab fostered
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NEPHILID SPIDERSSlovenian scientist
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One simple strategy involves the ma
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© stock.xchngWISEThe 32 countries
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and-tested methodology also include
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The quest for knowledge is a univer
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Global partnershipsBy opening up Eu
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ATTACCOnly one in a million is affe
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nutrients and ensures blood supply
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BIOSEBOut in the middle of nowhere,
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free discussion evenings, and staff
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CAUSE KIDNEY DAMAGEA potentially de
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might contribute to the effect. ‘
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CAVEOLINSEvery breath becomes a whe
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‘Our research revealed that the c
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EPISCONThe conservation and preserv
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able to follow whatever course my c
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© stock.xchngPARSEMUnder the Marie
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The research objectives of Parsem w
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NEURAL CIRCUITBlind mice can now se
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An international effortRecognising
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Being able to simultaneously build
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A number of initiatives can be impl
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EURYTHRONYoung researchers working
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Flexible work environmentThe resear
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INNATE IMMUNITYThe Innate Immunity
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more cytokines. Normally, this feed
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NLRS IN IMMUNITYMore than a million
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organisms and to shed light on the
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ZSN-PHD PROGRAMMEIt takes talent, t
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eview.’ The ZSN has also encourag
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The Marie Curie Actions are founded
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All this is designed to achieve one
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On soft groundWhen faced with groun
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shared through annual workshops, in
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And the Oscar goesto...When your ci
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this, the software can take charact
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Recreating the earlyuniverseParticl
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Imagination equals discoveryDr Mast
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Rock-solid researchinto shaky groun
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existing ones with international sc
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Wireless wisdomComputer networks ha
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he recently received a Young Invest
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It’s elementary:of quarks, lepton
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A real career boostAdding into the
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Spin,little electron, spinAt the ba
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The armamentarium for new researchT
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Putting an endto cluster bombtraged
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elations, law and politics from the
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Inspiring changein the wider resear
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343
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Good vibrationsThe Marie Curie Acti
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to signifi cantly change the way Ph
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MuTra: a labour of loveWhile the ge
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sites in Berlin, Munich, Zürich, S
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The Marie Curie Actions are widely
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Marie Curie Actions: Inspiring Researchers - Imdea

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