What is on the Horizon for Apple Research Paper

What is on the Horizon for Apple - Research Paper Example Users were given choice to buy single songs instead of buying a complete audio disc. The iPod was different than an already saturated mp3 player market at the time. It offered superior user interface and hence better user experience. The iPod represents a start for the company to lead the revolution. The innovations did not stop and new products that invented completely new categories followed. Apple plans to grow their product lineup as well as improve existing products. Some of the possible future plans are discussed in detail; Mac Macs have been the main product for Apple since long. The company was mainly founded as a computer company. The lineup includes Mac Pro, iMac, Mac mini, MacBook Pro and MacBook Air. Macs currently run on Intel processors. MacBook Pro and MacBook Air represents major portion of the sales in Macs. Both products are made with unibody enclosures, which add durability and aesthetics. The MacBook Airs are ultra thin laptops running on low power processors and incorporate Solid State Drives (SSD) instead of convention Hard Disc Drives used in MacBook Pros. Apple plans to introduce high resolution Retina Displays in both MacBooks (Chen & Shen, 2011). This will improve real estate available on desktop as well as improve sharpness, in particular for texts. Furthermore, MacBook Pro is rumored to have a design overhaul in 2012 and will adopt design cues from the existing MackBook Air (Kim, 2012). The two lines of models are expected to merge into one product in the future. iPad The iPad represents the leading post-pc device from Apple. Apple invented a completely new category with the introduction of iPad in 2010. The tablet has been an astounding success and is liked for its ease of use and portability. The iPad has capitalized the tablet market till now and Apple has dominated the category. Competitors have introduced Android based tablets of varying size and price to compete against the iPad. It is rumored that Apple is planning to introduc e 7.85 inch iPad variant as compared to 9.7 inch current iPad’s screen size (Faust, 2012). The 7 inch screen size was dismissed by late Apple CEO Steve Jobs to be very small and incapable of expressing the software. Though, with the new iPad carrying Retina Display (resolution 2048 x 1536 pixels), there is a possibility that Apple may introduce 7.85 inch variant carrying a resolution of 1024 x 768 pixels. The major competitor to the iPad would be Windows 8 tablets planned at the end of 2012. The Windows 8 operating system would be a complete operating system working on a tablet device as compared to relatively limited mobile based Apple’s iOS on the iPad. For now, sales of the new iPad are phenomenal and Apple sold record breaking 3 million iPads in first four days of launch (Golson, 2012). iPhone The original iPhone introduced in 2007 revolutionized the mobile phone industry and left competitors struggling to cope up with its advanced features, usability and user expe rience. Over the years the phone market has become saturated with Android based devices and manufacturers offer various type of phones based on the platform. Apple’s iOS on the other hand has been a stable platform and has standard parameters. Android is running on devices with varying hardware parameters and is, therefore, fragmented. This means that applications are not designed to run on every phone with varying hardware specifications. For the next generation iPhones Apple plans to improve its camera with an aim to replace everyday point and shoot cameras. The next iPhone is rumored to have

Economics Paper Essay Example for Free

Economics Paper Essay 1: Define the term ‘equilibrium price’: The price at which quantity demanded by consumers and the quantity of goods and services supplied by firms is the same. 3: With the help of an appropriate diagram and the information in extract B, explain why the world price of sugar changed in 2009: The price of sugar rose to $0.40 per kilo in 2009 this is shown in the extract as it states that in 2009 prices in New York and London rose by 52% to its highest in almost three years. The diagram below shows how the inward shift of supply caused by poor crop harvests and India’s %40 fall in output of sugar affected the price of sugar due to its scarcity, leading to the %52 rise in price of sugar. Another factor that could have had an effect on the price of sugar would have been in 2008 there were poor crop harvests that year – this led to a low level of supply in 2008 which raised the price of sugar due to its scarcity. This poor harvest would have had something to do with the land quality –this may have affected the harvest in 2009. Supply constraints also had an effect, as due heavy rainfall the Columbian crop was damaged – the rain also washed away some of the roads used to transport the products from the field to the market. So whatever crop the farmers managed to save from the rain was then prevented from reaching market, this would have contributed to the price rise in a way similar to the diagram above. India is a main producer of sugar, so much so that its sugar output is a critical factor in determining the world price of sugar. India’s output was forecast to fall by %40 so only 15million tonnes of sugar would have been produced in the growing season – this is well below India’s sugar consumption of 23million tonnes a year. This would mean that India wouldn’t be inclined to export much of its sugar as there’s already a deficit of supply in its own country. Although, with this large fall in supply there’ll most likely be a rise in sugar price in India – the people may not be willing or able to pay the new price so whatever amount of sugar is leftover could be exported, at a price which would lead to the %52 rise in London and New York sugar prices.

Role of Men in Louisas Life in Hard Times :: Dickens Hard Times Essays

Role of Men in Louisa's Life in Hard Times In Hard Times Charles Dickens portrays Louisa Gradgrind as a realistic character who faces conflict from the start of her life. Louisa encounters three major psychological conflicts in the form of three different men: Mr. Gradgrind, Mr. Bounderby, and Tom Gradgrind. Men play a very important role in the shaping of Louisa's life. Instead of being her own person and expressing her own feelings, Louisa falls under the realm of these three men. Since the beginning of her life, Louisa isn't allowed to express herself because her father continually stresses the facts. Mr. Gradgrind suppresses Louisa's imagination and all she can do is wonder. One example of Louisa attempting to view the unknown occurs when she and Tom peep through a loophole in order to see a circus (8). This is the first time both Louisa and Tom have seen such a sight. When asked why they were there, Louisa curiously answers, "Wanted to see what it was like" (8), a response any normal child would have. Her "starved imagination" (8) is curious and needs some sort of avenue for release. As Louisa blossoms into a young lady, the young Miss Gradgrind enchants one particular suitor. Her father thought that it was time for Louisa to marry and had a suitable companion in mind. When Mr. Gradgrind asks Louisa if she would like to be Mrs. Bounderby, all Louisa can utter is, "You have been so careful of me, that I never had a child's dream. You have dealt so wisely wit h me, father, from my cradle to this hour, that I never had a child's belief or a child's fear" (63). Mr. Gradgrind interprets his daughter's words as a compliment to him and his strict belief in teaching only the facts. But Louisa means she has not experienced life and has never been given the chance. Her childhood has been murdered by her father's strict insistence on the perpetuation of facts only. Although Louisa realizes she has been enslaved by the theories of fact, she willingly enters yet another bondage to Mr. Bounderby allowing the process of her suppression to continue. Mr. Bounderby is yet another man in Louisa's life who expects her to conform to the system implemented by men in society. This young girl, more than half his junior, appeals to Josiah Bounderby and soon they wed.

All About Maps Essay

What are maps? Maps are the world reduced to points, lines, and areas, using a variety of visual resources: size, shape, value, texture or pattern, colour, orientation, and shape. A thin line may mean something different from a thick one, and similarly, red lines from blue ones. How do maps represent reality? A photograph shows all objects in its view; a map is an abstraction of reality. The cartographer selects only the information that is essential to fulfil the purpose of the map, and that is suitable for its scale. Maps use symbols such as points, lines, area patterns and colours to convey information. Why are maps important? A map gives a miniature â€Å"picture† of a very large space. A map is a guide to a space you have not encountered before. Maps have distance, mountains, rivers, and shapes of places or destinations. With a map, one does not have to depend on local directions. For a small price, it is a direction finder and a dependable way to take a journey. What are atlases? An atlas is a collection of maps in book form. Atlases are made for different regions and areas, and are prepared for desk use or travel use. A travel atlas is usually packaged for easy use during a trip, often with spiral bindings so it can be folded flat, and with maps at a large zoom so that they can be easily consulted on the go. A desk atlas features sizes and bindings that are typical for reference books: usually a paperback or hardcover format. Lines of latitude These are imaginary lines that circle the world in an east-west direction. They tell you how far north or south a place is from the Equator. They are drawn parallel to the Equator. There are five main lines of latitude. They are the Equator, the Tropic of Cancer, the Tropic of Capricorn, the Arctic Circle and the Antarctic Circle. Lines of longitude Longitude is the angular distance, measured in degrees, east and west of the Prime Meridian, which is at 0o. These are imaginary lines that run across the Earth’s surface in a north-south direction, from the North Pole to the South Pole. Legends and symbols Since a map is a reduced representation of the real world, map symbols are used to represent real objects. Without symbols, we wouldn’t have maps. Both shapes and colours can be used for symbols on maps. A small circle may mean a point of interest, with a brown circle meaning recreation, red circle meaning services, and green circle meaning rest stop. Colours may cover larger areas of a map, such as green representing forested land and blue representing waterways. To ensure that a person can correctly read a map, a Map Le

Research countering the student-teacher ratio effect Essay

Graddy and Steven (2005) examines several studies of secondary school performances throughout the U. K. and concluded that there is little to no effect of the student-teacher ratio on the achievement of students. Borland, Howsen & Trawick (2005) also found no noticeable connection between student achievement and either reduced or enlarged class sizes. The Congressional Budget Office presented results and analysis of 1986 SAT scores. Analysis revealed a relationship between student performance and student-teacher ratios. Lower student-teacher ratios were consistent with lower SAT scores (as cited in Hanushek, 2000). School size, which is another important consideration that also affects the student-teacher ratio, does not demonstrate an effect on student performance either, according to Lamdin (1995). There is also very little long-term effect of student-teacher ratio on student performance and lifelong achievement. Though Vignoles (1998) found a slight correlation between student-teacher ratio and student performance on O Levels exams in the United Kingdom, the observed effect was so small as to be insignificant. In fact he argues that true effect on student achievement is actually non-existent. This conclusion is based on the finding that the effect of a lower student-teacher ratio was not reflected in later years on the job market and in terms of earnings 17 years later. True achievement, he argues, is measured not by the standard of achievement tests, but by later success in life. He safely concludes therefore that there is no true effect of class size on student accomplishments. Schweitzer (1991) suggests that moves by institutions to decrease the pupil-teacher ratio are counterproductive and will only result in additional government spending with little effect on student performance. He believes that the old-fashioned method of â€Å"hard work on the part of the student, good teaching by the faculty, and strong motivation by both† (Schweitzer, 1991, p. 297) are the key ingredients to improved student achievement. Thus, as Gursky (1998) surmises, there is very little magic to class size or student-teacher ratio. Some researchers have proposed that the optimal size for any classroom is between 15 and 17 students. What the research is confirming is that there is presently very little in the way of consensus on the issue of whether or not reduced student-teacher ratios result in improved student performance. In the comprehensive review conducted by Hanushek (2000), 14% of the researches showed that there was a positive relationship between increased student-teacher ratio and a similar 14% found the opposite association. The remaining 72% found the relationship to be too insignificant to matter (p. 5). It is fallacious to suppose that all factors that may impact student performance can be isolated and controlled in order to discover a causal relationship between the variables of lower or higher student-teacher ratios and higher student performance. As researchers such as Hanushek (2000) and Preece (1987) would argue, there are a myriad of home-environmental and societal factors over which the state or school have very little control but which may impact student performance in either direction regardless of existing student-teacher ratios. Without a doubt the family background from which the students come plays a significant role in impacting achievement. Dustmann et al. (2003) proposes that the financial resources of the family, the quality time parents spend with children, the size of the family, a child’s birth order and the interest the parent shows in the child’s performance are important in analyzing factors that influence success in school. The socioeconomic context and location in which the child resides could also be a constraining factor. Preece (1987) adds that another factor, the heterogeneous nature of the classroom could be a significant key in understanding student achievement. He proposes that more homogeneous classrooms foster a better learning environment for students, regardless of class size or student-teacher ratios. Research has not proven either side of the debate but has demonstrated the possible merits of both. Educators seem determined, despite the lack of evidence to support the claim, to reduce the student-teacher ratios in an effort to impact student achievement. These educators are not completely misguided in their position however. It is a combination of factors too complicated to isolate that determines the how well each student achieves individually. Reduced class sizes have not proven to be harmful to any significant extent and thus existing policies to continue to reduce the student-teacher ratios cannot possibly do any notable amount of harm. ferences Alspaugh, J. W. (1994, Summer). The relationship between school size, student teacher ratio and school efficiency. Education, 114(4), 593-601. Borland, M. V., Howsen, R. M. & Trawick, M. W. (2005, Mar). An investigation of the effect of class size on student academic achievement. Education Economics, 13(1), 73-83. Colorado Association of School Boards, Colorado Association of School Executives & Colorado Education Association. (n. d. ). Believe in a better Colorado. Retrieved November 19, 2007, from http://www. believeinabettercolorado. org/images Dustmann, C. , Rajah, N. & van Soest, A. (2003, Feb). Class size, education, and wages. Economic Journal, 113(485), F99-F149. Ehrenberg, R. G. , Brewer, D. J. , Gamoran, A.& Willms, J. D. (2001, Nov). Does class size matter? Scientific American, 285(5), 78-85. Graddy, K. & Stevens, M. (2005, Apr). The impact of school resources on student performance: A study of private schools in the United Kingdom. Industrial & Labor Relations Review, 58(3), 435-451. Gursky, D. (1998, Oct). Class size does matter. Education Digest, 64(2), 15-18. Hanushek, E. A. (2000, Aug). Evidence, politics, and the class size debate. Retrieved November 19, 2007, from http://www. utdallas. edu/research/tsp/pdfpapers/paper19. PDF Lamdin, D. J. (1995, Apr). Testing for the effect of school size on student achievement within a school district. Education Economics, 3(1), 33-42. Morisi, T. L. (1994, Jul). Employment in public schools and the student-to-employee ratio. Monthly Labor Review, 117(7), 40-44. National Center for Education Statistics. (2001, Sep). Elementary and secondary school enrollment. Education Statistics Quarterly, 2(2). Retreived November 19, 2007 from, http://nces. ed. gov/programs/quarterly/Vol_2/2_2/q3-3. asp Preece, P. F. (1987, Jul/Aug). Class size and learning: A theoretical model. Journal of Educational Research, 80(6), 377-379. Sable J. & Garofano, A. (2007, Jun). Public elementary and secondary school student enrollment, high school completions, and staff from the common core of data: School year 2005-06. Retrieved November 19, 2007, from, http://nces. ed. gov/pubsearch/pubsinfo. asp Schweitzer, T. T. (1991, Summer). Collective bargaining, teachers, and student achievement: Comment. Journal of Labor Research, 12(3), 297-298. Vignoles, A. (1998, May). Raising standards in our schools: Does class size really matter? Economic Outlook, 22(3), 18-23.

12 Hilarious ‘Billy Madison’ Quotes

12 Hilarious ‘Billy Madison’ Quotes If you are the kind who cannot tolerate Adam Sandlers over-the-top kind of comedy, stay off this one. Billy Madison is a signature Adam Sandler movie, complete with in-your-face ribald humor. He has the ability to be hilarious in an annoying sort of way. But if you enjoy  movies  that are high on  sexual innuendo, Billy Madison is the right movie for you. Unlike Jim Carrey, Sandler does not rely on goofy antics to draw an audience. He comes across as the funny guy caught between two raging seas. In Billy Madison, Adam Sandler redefines idiot as he portrays Billy Madison. Yet your heart goes out to him because you know that idiotic people are hardly malicious. Billy Madison is a favorite among the younger audience. Kids connect with this child-like adult, who knows and understands the challenges of being a kid.   Read these Billy Madison quotes to understand why kids find this  movie a laugh riot. Billys exaggerated behavior, the weird magazines he reads, and his other silly acts are very enjoyable. Adam Sandlers comic timing in this movie is undoubtedly one of his best. Chris Farley and Norm MacDonald add to the fun. Here are some memorable Billy Madison quotes. PrincipalMr. Madison, what youve just said is one of the most insanely idiotic things I have ever heard. At no point in your rambling, incoherent response were you even close to anything that could be considered a rational thought. Everyone in this room is now dumber for having listened to it. I award you no points, and may God have mercy on your soul.Billy MadisonBack to school. Back to school, to prove to Dad that Im not a fool. I got my lunch packed up, my boots tied tight, I hope I dont get in a fight. Oh! Back to school... back to school... back to school. Well, here goes nothing.​EricWell, sorry doesnt put the Triscuit crackers in my stomach now, does it Karl?Lunch LadyHave some more sloppy Joes. I made em extra sloppy for yous. I know how yous kids like em sloppy.Billy MadisonSometimes I feel like an idiot. But I am an idiot, so it kinda works out.JuanitaIf youre gonna stay home today, you can help me shave my armpits!Billy MadisonI am the smartest man alive!JuanitaOoh that boys a fine piece of work all right. Hes a fine piece of ass though, too.Old LadyWhat is a horseshoe? What does a horseshoe do? Are there any horse socks? Is anybody listening to me?Old Farm LadyIf peeing in your pants is cool, consider me Miles Davis.Brian MadisonYou were brought up with every advantage. I bought you everything. Toys, cars, vacations, clothes...FrankWhen I graduated from first grade, all my dad did was tell me to get a job.

The Write Stuff

The Write Stuff Okay, so youve come up with a great idea for your paper, or you want your brochure to boost sales, or you must make a positive first impression with your cover letter. Whats the secret? Once you have the title, headline or salutation, what next? Should you just start writing and hope that something brilliant will come to you as you write?Building a well-written and thus well-received document doesnt happen instantly; its a process of thinking, organizing, writing and, maybe most importantly, rewriting. Before you write, you must clearly understand the point of your paper, plan (either in your head or in a written outline) what you want to say, and begin to organize your ideas. Keep in mind that when you speak, you can get away with digressions and fragmented thoughts, but when you write, you must be clear and logical.When you are ready to put pen to paper, or in most cases, fingers to keyboard, start simply. Give all your ideas a chance to sink or float by transmitting them to visual form; that gives your document the basic substance it needs to begin. This can be in a fragmented form as information gathered from reference materials, interesting tidbits about your topic or just random ideas you are considering using. Then, and only then, start to expand thoughts into sentences and paragraphs, discarding ideas or conclusions as you go, keeping the ones that are strongest and will have the best chance of informing or persuading the reader.This first draft is nowhere near your completed work, as no amount of planning can totally eliminate the need for improvement. Now you need to step back for at least a short time, so that you can face your first draft with a clear head and an objective eye. Its time to begin rewriting.Think first about the whole you are trying to create, rather than the details (punctuation, grammar, etc.), before you begin to alter its parts. Does the overall document convey your message in a logical, thought-provoking manner, or is it disorgan ized and clumsy? When you read from paragraph to paragraph, is there a clear, smooth transition? Did you rush through an explanation or description without giving it the proper attention? Have you supported all your claims or results with adequate background information, statistics or references?Step back once again. Have a cup of coffee or go jog around the block. Clear your mind so that you can view your paper again with fresh eyes and mind. Now is the time to move sentences and paragraphs around, combine choppy thoughts into easily read sentences and delete unnecessary words, phrases or even paragraphs. Just as a personal trainer helps you tone your body, you are toning your paper into a lean, strong communications tool.Surely you are now finished. But wait – what about the details mentioned above? Now you must carefully check your punctuation, grammar and sentence structure; sometimes passing a course, making a sale or getting a job hinges on a misused semicolon or a care less pronoun reference. This is an especially important step for ESL (English Second Language) writers because the rules of English are not easy to learn nor always sensible. First, use your Spell Check! Many grades have been lowered, customers lost and resumes tossed in the reject pile because of a misspelled word. Then closely examine your punctuation. Do you have more commas than necessary? Have you misused colons or semicolons? Can you read each sentence separately and have it make sense? On the way to making your paper the best it can be, you must focus on each and every detail.Be hard on yourself. Question your phrasing and the appropriateness of word choice. Keep your thesaurus nearby and experiment with your vocabulary. Remember that just committing your thoughts to paper or monitor does not make them sacred; it only gives you a visual field in which to place your ideas in their strongest positions. By playing Devils advocate, you will identify weaknesses and make your paper even stronger.Rewriting also indicates your concern for your reader. While many poets write for themselves and their individual personal passions, you are probably writing for a specific reader or audience. Read your paper as if you were the professor, the customer or the Human Resources Director. No technical skills or fancy vocabulary can make up for the need to read your message through your readers eyes.To recapSelect a topic for your paper.Gather all your reference materials and thoughts, and put them down in a loose outline.Manipulate that information into a tighter outline, expanding and discarding ideas as you go.Begin formulating sentences and paragraphs, and placing them in a logical order to produce a first draft.First rewrite: Examine the paper for illogical sequences or unsupported claims or ideas.Second rewrite: Move sentences and paragraphs to more logical positions to strengthen your points.Third rewrite: Check the details of punctuation, grammar and sentence struct ure, and correct errors.Fourth rewrite: Read your paper as your intended audience will read it, and make necessary changes.

New challenges in taking GCSEs

New challenges in taking GCSEs UK educational system I’d like to share with you some latest news about UK educational system and specifically challenges in taking GCSEs UK examination system for secondary school undergoes serious changes. According to the recently adopted rules, children will have to spend three years, instead of two, to get ready for math and English - two main GCSE subjects. The main goal of these reforms is to make exams more complicated and thus more productive. They are mainly focused on branches of mathematics, such as algebra and geometry. According to these changes, school children are expected to make in-depth investigation of the subjects and learn the material more profoundly. Undoubtedly, the time spent for learning the subject will be increased as well. Teenagers are likely to have more math classes during the week alongside with the extended curriculum. The new GCSE project is to be launched in 2018. Despite such cushion of time, designers of the examination system recommend that schoolchildren get down to work as soon as possible, since the renovated program includes all the additional math exams. Teenagers are not the only ones, who will be crammed with the material. A heavy burden of mixed responsibilities will be laid on teachers’ shoulders. The range of their duties is going to be enriched with the following tasks: to keep up with the updates in fundamentals of the subjects, to monitor pupils’ progress, to work out new syllabus. In addition, the changes will concern not only the quality of the exams but also their quantity.   The number of subjects is reported to be reduced from 12 to 8. Therefore, academic progress of the schools will be ranked in eight key subjects. They are as follows: English and Baccalaureate subjects of English, mathematics, science, language and humanities subjects. The grade system is also said to be renewed. The well-known grade letters A, B, C, D, E are expected to be substituted with numbers. Thus, there are going to be two test papers at pupils’ disposal. The first one, in higher mathematics, is graded from 4 to 9, for the second, less complicated test one can get from 1 to 5 points. Experts assure that new GCSE project is worth all the efforts and time. It is expected that those pupils, who usually leg behind the rest of the class will have an opportunity to boost their success in studies, as they will have more time to get ready for GCSEs.

Ethics in health Essay Example | Topics and Well Written Essays - 2250 words

Ethics in health - Essay Example The devastating impact of child maltreatment on individuals, families, and society at large is well documented in empirical and clinical studies (Gilbert, 1994). Many serious long-term effects have been linked to child maltreatment, including mental retardation, intellectual and intelligence handicaps, impaired aggressive impulse control, diminished ego competency, reduced reality testing, and poor interpersonal relationships. Child maltreatment results in increased antisocial activities. Maltreated aboriginal aboriginal children have more serious personal problems and engage in more antisocial activities and violence toward themselves and others (Hutchinson, Dattalo and Rodwell, 1994). When older, they end up in juvenile and adult correctional facilities at higher rates than aboriginal children from the general population. It is evident that child abuse and neglect is a problem that affects not only the individuals and families directly involved, but all sectors of society. Therefore, in order to deal with this problem, it is necessary for all professionals from all aspects of human ecology (individual, family, community, society, world) to become involved. Aboriginal children throughout the world suffer an array of threats to their development, well-being, and survival (Lindsey, 1994). They suffer from poverty, famine, disease, and war. They suffer as they navigate the child-rearing practices and rites of their diverse cultures. And, they suffer from acts of omission or commission by their individual parents and caretakers. Parental behavior that compromises the development and survival of their offspring seems to contradict the biological and cultural dictates of rearing the next generation (Pecora et al, 1995). This enigma of human behavior demands consideration from a wider range of human cultural adaptation than that afforded by Western societies alone. This chapter will consider definitional issues that have been an impediment to cross-cultural research on child maltreatment. It will then turn to a review of current knowledge concerning categories of aboriginal children vulnerable to abuse, the relationship of kinship and social networks to child maltreatment, and the impact of urbanization and social change. Child abuse is defined as any action (or lack of) which endangers or impairs a child's physical, psychological or emotional health and development. There are many factors that constitute child abuse (Pelton, 1989): Physical Abuse - is any physical injury to a child which is not accidental. This involves severe beating, shaking, burns, human bites, strangulation. Emotional Abuse - is when a child is not nurtured and is not provided with love and security. This involves constant criticism, belittling and persistent teasing. Sexual Abuse - is when the child is involved in any sexual activity with an adult. This involves fondling, exhibitionism, sexual intercourse, incest, pornography. Neglect - is depriving a child of their essential needs. These include nutrition, clothing, warmth and shelter, emotional security and protection, medical and dental care, hygiene, education and supervision. According to Campbell in 1999, a clinical doctor, every case of child abuse leads to permanent damage and great long-term suffering. It may also lead to psychological trauma. Caplan in 1994 defined psychological trauma as the unique individual experience of an event or enduring conditions, in which: 1.

Business Ethics - Ethical Issues in International Business (U5DB) Essay

Business Ethics - Ethical Issues in International Business (U5DB) - Essay Example When reading the statement above, it does seem clear that paying a large tip to secure a better table in a restaurant is the same as offering a bribe in business to secure a contract. Merriam-Webster (2008, pg. 1) defines ‘bribe’ as â€Å"money or favor given or promised in order to influence the judgment or conduct of a person in a position of trust or  something that serves to induce or influence,† so it definitely fits the definition. How is your response to this assignment consistent with the moral philosophy you described in the Unit 1 discussion board assignment? Explain. If it is not consistent with that philosophy, explain why your philosophy has changed. My response to this assignment is different from the moral philosophy I described in the Unit 1 discussion board assignment, where I based my response on consequences. In offering a tip to secure a better table is considered a bribe and is, thus, morally wrong, people who do so are not basing their actions on consequences because the consequences in this case are favorable for them. Rather, the moral philosophy in this case is based on rights. Some people believe that they have the right to secure a better table since they are offering money when others are not, so they choose to do

Economic Theory of Regulation Essay Example | Topics and Well Written Essays - 2000 words

Economic Theory of Regulation - Essay Example The most known work of Stigler that affects many individuals and groups at present is that of the economic theory of regulation. This theoretical understanding of the major thoughts that has been created to help the society see through the situations mandated as part of the development of the human community creates a knowledgeable knowing on the part of the people's realization as to how they are playing an important role in the society. The economic theory of regulation basically shows how much people are affected by economy. The systems of the society and the rules that are established around the people living in it has long been derived from the many considerable thoughts of the ongoing relationship between social elements as per established through economic connections and demands. The relationship between every person and the groups that creates the entire society is shaped by needs and demands that each needs from the other. Through these demands, the creation of products and services are given way as per mandated through the different provisions allowed by the established legal regulations to exist. The theory of Stiglist suggests the strong implication as to how rules and regulations shape the society's capability of existing in the cause of creating balance among people and groups as established by each one's economic pursuits. In the discussion that follows, a careful understanding of the major issues concerned in understanding Stiglist's implicative theory on microeconomics naturally affect the author of this paper and how the entire idea affects the whole world basically shall be presented to the respective readers of this piece. Through this, the author aims to outline how much regulations of economy have naturally created rules and basic understanding on the roles of existence that each plays to benefit the others. ON Personal Views of the Economy As a regular individual, the author of this paper recognizes the real need to purchase things and get services that are necessary for life. Apparently, there are rules established for such needs and these rules are the ones greatly outlining the values that exist in the human society today. It is through these regulations that the birth of the many systems of economic operations are given way to control the ways by which consumers prefer to have the products that they ought to consume. It is through this that the regulations on how and when people buy what they need is established, and it is through this process that the monetary value of each service and product is identified as part of the demands of the human individuals given way as part of the fact that people and social groups exist for the survival of the other and vice versa. How does this idea affects the author personally Being an ordinary member of the society, the author is basically affected by the theory through becoming highly involved in the process of buying and appreciating products and services offered in the market through the scale of his monetary capability; a regulatory matter that is rather considered as

New Business Concept Assignment Example | Topics and Well Written Essays - 500 words

New Business Concept - Assignment Example They are able to procure furniture at significantly lower price compared to regular purchases of furniture. The nearby resident area where apartment sprawl in numbers are the main target market of Furniture Unlimited. The target market being apartment dwellers belongs in the lower middle class segment and therefore is sensitive to price which is advantageous to Furniture Unlimited because its furniture are more cost effective compared to the regular price of furniture. Its proximity to the market is also advantageous in reducing cost as freight expense will be relatively lower due to the short distance of the business to the market. If the customer is sensitive to cost, they could get the most value to their money because many of the furniture sold are heavily discounted it being a second hand. They also have a choice of low priced brand new furniture with the same advantage of procuring them at lower cost. Furnitures Unlimited will differentiate from its competitors in terms of pricing. Its target market are apartment dwellers who are price sensitive and it will make the business more attractive to this market segment by lowering its price significantly. This can be done by offering more choice of excellent quality second hand furniture at prices which customers cannot compete. Competitors who would engage in price war with Furniture Unlimited cannot compete because the furniture were bought at a discount while theirs were bought at a premium, it being brand new. The company set up shall Limited Liability Corporation to protect its owners from liability in case the company will not be successful. It will be managed both by John and Alex. John being a business major will serve as the general manager and will oversee the business. Alex is a furniture expert who would ensure that the second hand furniture sold to customers are still of excellent

Early warning scores Essay Example | Topics and Well Written Essays - 2000 words

Early warning scores - Essay Example Life of the patients would be at risk if the clinical staff fails to respond to the deterioration of cerebral or respiratory function and increased level of medical intervention, it may lead patients to cardio-respiratory arrest. Abnormal biochemical or physiological variables might lead to avoidable death if appropriate action in response of the above is not taken. Inappropriate care prior to admittance to a critical care unit can direct to more casualties. Due to the limitations of resources, numerous patients that can be treated and monitored in the high dependency units (HDUs) and intensive care units (ICUs) is limited. Therefore it is crucial to select the patients who might benefit from the critical care. The pre-ICU resuscitations might be reduced to an extent if the identification of medical in-patients is carried out at an early stage by the means of uncomplicated procedures bottomed on the physiological parameters (Bowler & Mann 2008, pp.1). For bedside evaluation, Early Wa rning System is a useful tool which is based on five of the physiological parameters: rate of pulse, rate of respiration, systolic blood, AVPU score and temperature. Modified Early Warning System is capable of finding deviation from normal blood pressure of patients and its urine output. To spot surgical patients who would gain benefit from intensive care has been demonstrated recently. No other scoring system which exists has been validated in patients who are admitted on an unselected medical take. The basic goals for this research were ensure the following. 1. To examine the capability of a EWS that is modified (MEWS) 2. To examine the patients that are at risk 3. To inspect the viability of MEWS as a selection device to activate premature evaluation and admittance to an ICU or HDU Effectiveness and Impact All the data of the emergency admissions that were admitted to Medical Admissions Unit was collected. This was done in the month of March and the patients who were admitted to Coronary Care, Medical HDU or ICU and the ones who were admitted again during the study were not observed. While performing routine duties the nursing staff gathered i data, after attaining formal training. Demographic facts, rate of pulse, rate of respiration, systolic blood, temperature and AVPU score (A for ‘alert’, V for responding to vocal stimuli’, P for ‘responding to pain’, U for ‘unconscious’) were evidenced on admittance. Pulse rate and blood pressure were calculated by machine (DINAMAP, Critikon) and also checked physically where suitable. The measurement of temperature was done orally (Temp?Plus II, IVAC). The rate of pulse was counted over sixty seconds. At the time of the measurement of blood pressure, the AVPU scores were scored according to most excellent response. Physiological parameters were collected by the nursing staff twice daily (once am and once pm) on a sheet of data collection for a up to five days. The two inv estigators (MK, CS) were responsible to check the completeness of data every day. The data which were collected was utilized to calculate a Modified Early Warning Score (MEWS), from prior experience it was decided to describe a MEWS of 5 or more as a ‘critical score’. During the admission the score that reached the highest was tagged as ‘Score Max’. HDU admission along with ICU admission was the primary end points. Moreover, the other points included the attendance of the cardiac arrest team at a cardio respiratory emergency and

New Business Concept Assignment Example | Topics and Well Written Essays - 500 words

New Business Concept - Assignment Example They are able to procure furniture at significantly lower price compared to regular purchases of furniture. The nearby resident area where apartment sprawl in numbers are the main target market of Furniture Unlimited. The target market being apartment dwellers belongs in the lower middle class segment and therefore is sensitive to price which is advantageous to Furniture Unlimited because its furniture are more cost effective compared to the regular price of furniture. Its proximity to the market is also advantageous in reducing cost as freight expense will be relatively lower due to the short distance of the business to the market. If the customer is sensitive to cost, they could get the most value to their money because many of the furniture sold are heavily discounted it being a second hand. They also have a choice of low priced brand new furniture with the same advantage of procuring them at lower cost. Furnitures Unlimited will differentiate from its competitors in terms of pricing. Its target market are apartment dwellers who are price sensitive and it will make the business more attractive to this market segment by lowering its price significantly. This can be done by offering more choice of excellent quality second hand furniture at prices which customers cannot compete. Competitors who would engage in price war with Furniture Unlimited cannot compete because the furniture were bought at a discount while theirs were bought at a premium, it being brand new. The company set up shall Limited Liability Corporation to protect its owners from liability in case the company will not be successful. It will be managed both by John and Alex. John being a business major will serve as the general manager and will oversee the business. Alex is a furniture expert who would ensure that the second hand furniture sold to customers are still of excellent

Systems Approach To Information Systems Change Essay

Systems Approach To Information Systems Change - Essay Example These transformations were not predictable at the setup, nor did they plainly emerge spontaneously in functioning by means of the novel expertise.This change procedure for Zeta system around the groupware information system technology sustained in the course of the subsequent year at Zeta while a number of predictable managerial transformations were chased through together developing as well as opportunity-based transforms connected by means of recounting proceedings as well as the knowledge and understanding expanded through employing the novel technology in carrying out.Now I will present the short self-reflection on what knowledge we need to develop, in order to improve as a management practitioner when undertaking information systems change. For this task, we require establishing a comprehensive research for the overall assessment of the information systems change and its effective management. In this scenario, we assess the main needs for old system and potential facilities that we require for the effective working and operations. In this way, we will effectively get the main needs regarding the system and its working structure. This research has presented a detailed analysis of the information system change management and handling. I have outlined the main areas that we need to transform for the effective services and business performance. This research has outlined the systems approach to information systems change. This research will be helpful regarding the system change assessment and implementation.

Concept of Demolition Man Essay Example for Free

Concept of Demolition Man Essay * The Hollywood film represents the danger of globalization and cultural and environmental homogeneity, standardization and sanitation. * Friedman argues that because globalization is creating a single marketplace, it is homogenizing consumption and culture and can run the risk of wiping out ecological and cultural diversity throughout the world. In the Cold War system, cultures didn’t interact as frequently or directly as they do today, where they are often offered up for global competition and comparison against one another. Diversity in Globalization * Friedman argues that because globalization is often associated with Americanization, countries need to develop strong cultural and environmental filters so they can interact with but not be overwhelmed and swallowed by the herd. He suggests the most important filter is the ability to â€Å"glocalize,† meaning a culture’s ability to absorb natural influences into their culture yet reject those that are alien—to assimilate aspects of globalization into your culture in a way that adds diversity without overwhelming. * Globalization will be sustainable as long as we manage these filters in a way that protects our culture while simultaneously getting the best out of others’ cultures. Methods for Greening Globalization * Mobilize the environmental entrepreneurs term coined by Keith Algers for an organization meant to stop the logging activities in the rainforest in Brazil while formulating a plan to avoid unemployment among these loggers. Looking at the bigger picture, it implies finding solution to the growing problems of compromise in the industrialized society that environmental protection and economic development can coexist together. * Environmentally Sound Production Methods – Corporations and shareholders should be pressured by the government to adapt new environmental policies. The government hitting companies over the head with both new regulations and new tax incentives to be green, and with SFC telling companies they have to start accurately portraying their environmental liabilities to shareholders—such as where they are being sued for dumping and what the cleaning up cost—there has been a paradigm shift. * Learning how to use globalization itself. Where globalization is an asset is in the fact that it is creating â€Å"Super-empowered environmentalist†, who are acting on their own, can now fight back rather effectively against both the Electronic Herd and governments. Thanks to the Internet, environmentalists in one country are quickly relaying how a multinational behaves in their country to environmentalists in other countries. Preventing cultural homogeneity * GlocalizationHhlksal;kl;ksdsl;adkls;adkals;d—the ability of a culture, when it encounters another strong cultures, to absorb influences that naturally fit into and can enrich that culture, to resist those things that are alien and to compartmentalize those things that, while different, can nevertheless be enjoyed and celebrated as different. * Unhelathy Glocalization—when you absorb something that isn’t part of your culture, doesn’t connect with anything latent in your culture, but you have so lost touch with your culture, you think it does. * Glocalism alone is not sufficient to protect indigenous cultures from globalization. Some hard filters are also needed. To begin with you need zoning laws, protected area laws and educational programs to preserve unique regions and a cultural heritage from insidious homogenous development.

Soft Powers Relationship With Hard Power

Soft Powers Relationship With Hard Power The decline of U.S. Hard Power perturbed the rabid US nationalists. Hence in response to US declining Hard Power came the concept of Soft Power. Joseph S. Nye first developed the concept of Soft Power in Bound to Lead, a book in reply to Paul Kennedys book The Rise and Fall of great powers In this book Paul Kennedy had announced the decline of US Power. Mr. Nye disputed Kennedys claim that US was in decline. At that time he pointed out that the United States was not only the strongest nation in military and economic terms, but also in a third dimension which he called soft power. He defined Soft Power as the ability to get what you want through attraction rather than through coercion or payments. It arises from the attractiveness of a countrys culture, political ideals and policies. When our policies are seen as legitimate in the eyes of others, our soft power is enhanced.  [i]  The greatest source of power in international affairs today, says Joseph S Nye, Dean of Kennedy School of Government, Harvard University and the leading proponent of Soft power, may lie in persuading other nations to see your interests as their interests. Underlying this assertion persuading others that our respective interests are aligned is the fact that we live in a world where countries can no longer live in splendid isolation. Globalization has been the juggernaut propelling interconnectedness and global media the glue that binds people across continents.  [ii]   He went on to say that this power could be cultivated through relations with allies, economic assistance and cultural exchanges. He argued that this would result in a more favourable Public opinion and credibility abroad. Later Joseph S. Nye authored two more books titled Soft Power: The means to success in world politics and Paradox of American power: Why the worlds only super power cant go it alone. Hans Morgenthau has defined power as, Ability of a nation to persuade, influence, force or otherwise induce another nation to take an action or change an objective that the latter would otherwise not prefer to of its own.  [iii]  Power is an ability of an actor to impose its will on others. In this sense three basic conditions are required so that Power can come into existence. First, an actor must have the possibilities/ assets to influence other actors. Quantifiable elements like military and economic possibilities and unquantifiable elements like culture, value system and mode of life constitute the first dimension of Power. Second, the actor having these power elements must be conscious of having them. In other words, the actor must have the will to capitalize on these assets. Thirdly, the other actors in the system must recognize and acknowledge that power. For power to exist, other actors must change their policies in line with the interests of the party that has power. In this sense, power is relational. 5. Historically, actors have been using military and economic Power to force other actors to fall in line with the preferences of power holders. In other words, it forced the other actors to undertake a cost-benefit analysis. It is this cost-benefit analysis which determined the preferences of other actors. An actor preferring to use hard power will frighten, buy or coax the adversary.  [iv]   6. Contrary to Hard Power Soft Power  [v]  is the Power of culture, value system, mode of life. The distinction between Hard and Soft power is made on the basis of the instrument used. But Tarik Oguzlu disputes this basis of categorizing Hard and Soft Power. According to him what makes power Soft is not the nature of means employed but the way those means are employed. Military power is not Hard Power and civilian power is not Soft Power. Military and civilian aspects of power refer to the kinds of means utilized. Hard and Soft dimensions of power refer to the ways military and civilian elements of power are used.  [vi]   7. Joseph S Nye also points out in his article Think Again: Soft Power, that the term Soft Power has been stretched and twisted.  [vii]  The popular understandings of the concept encompass a narrower sense and broader sense. In the narrower sense, soft power is similar to cultural influence. Prominent examples of this view include those of British historian Niall Ferguson and German publicist Josef Joffe. The majority school of thought on soft power in China also subscribes to this narrower sense. In the broader sense, soft power is synonymous with non-military power and includes both cultural power and economic strength. While these popular understandings are misunderstandings, Scholars have argued that much of the confusion and misunderstanding of the concept of soft power is due to its being under-theorized, lack of academic refinement, and analytical fuzziness. 8. Power always depends on context. To describe the context of power in the 21st century, Joseph S. Nye uses the metaphor of a three dimensional chess game: on the top board of the three-dimensional game, the United States is the worlds only superpower, and one is unlikely to see a balance in military power for the next decade or two or perhaps even more. But on the middle board of economic relations between states, there is already a balance of power. The United States can not get a trade agreement or an anti trust solution if the European Union acts collectively, and without that balance and agreement, one cant achieve the desired outcomes. It is a bit anomalous to call international economic relations American Hegemony or empire. But if one goes to the bottom board of transnational relations, problems across borders outside the control of governments, whether its infectious diseases or drug smuggling or terrorism, no one is in charge. Power is chaotically organized or distributed. The only ways to deal with these issues is by cooperation among governments. To call that again American empire or American hegemony or unipolarity makes no sense at all. One is taking a metaphor from the top board and applying it to the bottom board, where it doesnt fit.  [viii]  New Threats are arising from the bottom board of transnational relations. While military power can be of some use occasionally on the bottom board, more often some other forms of power, particularly Soft Power is required. What makes Soft Power? 9. Since soft power is the power to attract, the question, what constitutes soft power? becomes, What generates attraction? To answer this question, we must look for the power currencies that cause attraction. According to Alexander L. Vuving , Associate Professor, Asia-Pacific Center for Security Studies, there are at least three generic power currencies from which both power and its softness are derived. He calls them beauty, brilliance, and benignity. 10. Benignity is an aspect of the agents relations with others, especially with the client of soft power. It refers to the positive attitudes that you express when you treat people, especially when you treat the client. Benignity as a power currency works on the tendency of reciprocal altruism that exists in most, if not all, organisms. Among humans, it generates soft power through the production of gratitude and sympathy. 11. Brilliance is an aspect of the agents relations with its work. It refers to the high performance that you accomplish when you do things. In international relations, brilliance manifests itself in various forms, for example, a strong and awesome military, a wealthy and vibrant economy, a rich and radiant culture, or a peaceful and well-run society. Brilliance as a power currency works on the tendency of human beings to learn from the successes of others. It generates soft power through the production of admiration, which can lead to imitation, or emulation, and respect, or fear, or reverence. 12. Beauty in world politics is about the resonance that draws actors closer to each other through shared ideals, values, causes, or visions. Opposite values and causes provide a firm ground for regimes to see each other as ugly; and shared values and causes provide a push toward the perception that the other regime is beautiful, which in turn will encourage confidence, friendship, and cooperation. If others perceive you in this role, they will adhere to you and look at you for guidance, example, encouragement, and inspiration. Beauty generates soft power through the production of inspiration.  [ix]   Dialectics of Hard and Soft power 13. Prima facie, there is no direct correlation between Hard Power and soft power. A country may be strong in hard power but yet may be weak in soft power and vice-versa. But nonetheless on closer examination it is found that a country strong in Hard Power is not totally impotent in soft power. Any country strong in Hard Power is always a role model for aspiring power. Hence aspiring powers are attracted to emulate the Soft power of Hard Power holder. This has been the case since antiquity. Since the Roman times till today every aspiring power imitates Romans.  [x]   14. There is a close relationship between the degree of securitization of issues and mode of power used. If the issues of concern were securitised, the tendency to use hard power would increase. The main difference between hard and soft power stems from the kind of Logic of action which governs the behaviour of actors, and not the kind of instruments employed. If the logic of action is instrumental, i.e. if the goal were to force others to make a cost-benefit analysis through coercing or coaxing strategies, then Hard Power occupies the centre-stage. On the other hand, if the goal were to ensure that other actors in the system would automatically follow the lead due to power of attraction, then one could refer to the existence of Soft Power. Whereas the concept of Hard Power assumes a strong emphasis on the agent/actor, the concept of Soft power underlines the significance of perceptions others hold vis-à  -vis the agent / actor.  [xi]   15. Hard and Soft Power sometimes reinforces and sometimes interferes with each other. A country that courts popularity may be reluctant to exercise its hard power as and when the situation demands. But a country that throws its weight around without regard to the effect on its soft power may find others placing obstacles in the way of its hard power. But rarely can a state totally replace one by the other.  [xii]   16. A countrys soft power can affect its hard power. During the Iraq war, the United States wanted to persuade the Turkish Government to send the fourth Infantry Division across Turkey to enter Iraq from the North. But the Turkish government said no, because the United States had by then become so unpopular. Its policies were perceived as so illegitimate that they were not willing to allow this transfer of troops across the country. The net effect was that the Fourth Infantry division had to go down through the canal, up through the Gulf, and arrived late to the war, which made a difference in the number of troops on the ground. Neglect of Soft Power made definite negative effect on hard Power.  [xiii]   17. It has been historically observed that state weak in Hard Power has exercised strong influence on others by its soft power. This has been the case with disintegrated Italys music. Hobsbawm writes  [xiv]   à ¢Ã¢â€š ¬Ã‚ ¦..Cultural hegemony is not an indicator of imperial power, nor does it depend much on it. If it did, Italy, disunited, powerless and poor, would not have dominated International musical life and art from the fifteenth through the eighteenth centuries. Moreover, where cultural power survives the decline of the power and prestige of the states that one propagated it the Roman Empire, or the French absolute monarchy Advent of Smart Power 18. The term hard power refers to guns and bombs, the military force of a country. Soft power is used to describe other forms of persuasion a country can employ: trade deals, foreign aid, diplomacy, cultural influence and more. Joseph S Nye argues, however, that the most effective leaders are actually those who combine Hard and Soft Power skills in proportions that vary with different situations. He calls this Smart Power.  [xv]   19. Smart power is a term in international relations defined by Joseph Nye as the ability to combine hard and soft power into a winning strategy. According to Chester A. Crocker, Fen Osler Hampson, and Pamela R. Aall, smart power involves the strategic use of diplomacy, persuasion, capacity building, and the projection of power and influence in ways that are cost-effective and have political and social legitimacy essentially the engagement of both military force and all forms of diplomacy.  [xvi]   Myths about Soft Power 20. Soft Power Is Cultural Power According to Joseph S Nye Soft Power is partly Cultural Power. Power is the ability to alter the behavior of others to get what you want. British historian Niall Ferguson described soft power as non-traditional forces such as cultural and commercial good sand. Of course, the fact that a foreigner drinks Coca-Cola or wears a Michael Jordan T-shirt does not in itself mean that America has power over him. This view confuses resources with behavior. Whether power resources produce a favorable outcome depends upon the context. Consider Iran. Western music and videos are anathema to the ruling mullahs, but attractive to many of the younger generation to whom they transmit ideas of freedom and choice. American culture produces soft power among some Iranians, but not others.  [xvii]   21. Economic Strength is Soft Power. Peter Brookes in a recent article refers to soft power options such as economic sanctions. However, he argues that there is nothing soft about sanctions and they are clearly intended to coerce and are thus a form of hard power. Economic strength can be converted into hard or soft power: You can coerce countries with sanctions or woo them with wealth. As Walter Russell Mead has argued, economic power is sticky power; it seduces as much as it compels.  [xviii]  Theres no doubt that a successful economy is an important source of attraction. Sometimes in real-world situations, it is difficult to distinguish what part of an economic relationship is comprised of hard and soft power. European leaders describe other countries desire to accede to the European Union (EU) as a sign of Europes soft power. Turkey today is making changes in its human rights policies and domestic law to adjust to EU standards. 22. Soft Power is Better than Hard Power. Not necessarily. Because soft power has been hyped as an alternative to raw power politics, it is often embraced by ethically minded scholars and policymakers. But soft power is a description, not an ethical prescription. Like any form of power, it can be wielded for good or ill. Hitler, Stalin, and Mao, after all, possessed a great deal of soft power in the eyes of their acolytes. It is not necessarily better to twist minds than to twist arms. 23. Although soft power in the wrong hands can have horrible consequences, it can in some cases offer morally superior means to certain goals. Contrast the consequences of Mohandas Gandhi or Martin Luther King Jrs choice of soft power with Yasir Arafats choice of the gun. Gandhi and King were able to attract moderate majorities over time, and the consequences were impressive both in effectiveness and in ethical terms. Arafats strategy of hard power, by contrast, killed innocent Israelis and drove Israeli moderates into the arms of the hard right. 24. Hard Power can be Measured and Soft Power Cannot. False. In fact, its quite possible to quantify sources of soft power. One can, for example, measure and compare the cultural, communications, and diplomatic resources that might produce soft power for a country. Public opinion polls can quantify changes in a countrys attractiveness over time. Nor is hard power as easy to quantify. The apparent precision of the measurement of hard power resources is often spurious and might be called the concrete fallacy. Some people act as though the only resources that can change behavior are those that can be dropped on your foot or on a city. But that is a mistake. The United States had far more measurable military resources than North Vietnam, but it nonetheless lost the Vietnam War. Whether soft power produces behavior that we want will depend on the context and the skills with which the resources are converted into outcomes.  [xix]   25. Some Goals can only be Achieved by Hard Power. Soft Power is not the solution to all problems. For example, North Korean dictator Kim Jong Ils penchant for Hollywood movies is unlikely to affect his decision on developing nuclear weapons. Hard power just might dissuade him, particularly if China agreed to economic sanctions. Nor will soft power be sufficient to stop the Iranian nuclear program, though the legitimacy of the administrations current multilateral approach may help to recruit other countries to a coalition that isolates Iran. And soft power got nowhere in attracting the Taliban government away from its support for Al Qaeda in the 1990s.It took American military might to do that. But other goals, such as the promotion of democracy and human rights are better achieved by soft power. Coercive democratization has its limits as the United State found out in Iraq. 26. Military Resources Produce Only Hard Power. Military force appears to be a defining resource for hard Power, but the same resource can sometimes contribute to Soft Power. Dictators like Hitler and Stalin cultivated myths of invincibility and inevitability to structure expectations and attract others to join their bandwagon. As Osama bin Laden has said, people are attracted to a strong horse rather than a weak horse. A well run military can be a source of attraction, and military to military cooperation and training programs, for example, can establish transnational networks that enhance a countrys Soft Power. Of course, misuse of military resources can also undercut Soft Power. Brutality and indifference to just war principles of discrimination and proportionality can also destroy legitimacy. The efficiency of the initial American military invasion of Iraq in 2003 created admiration in the eyes of some foreigners, but that Soft Power was undercut by the subsequent inefficiency of the occupation and the scenes of mistreatment of prisoners at Abu Ghraib.  [xx]   27. Soft Power Is Difficult to Use. Governments can control and change foreign policies. They can spend money on public diplomacy, broadcasting and exchange programs. They can promote, but not control popular culture. In that sense, one of the key resources that produce soft power is produced by civil society largely independent of government control. from Hollywood to Harvard.  [xxi]   28. Soft Power is irrelevant to the current terrorist threat. False. There is very little likelihood that we can ever attract people like Mohammed Atta or Osama bin Laden. We need hard power to deal with such hard cases. But the current terrorist threat is not Samuel Huntingtons clash of civilizations. It is a civil war between a majority of moderates and a small minority who want to coerce others into their simplified and ideologized version of their religion. We cannot win unless the moderates win. We cannot win unless the number of people the extremists are recruiting is lower than the number we are killing and deterring. That equation is hard to balance without Soft power. We cannot win hearts and minds without it. Soft power is more relevant than ever.

Comparing and Contrasting the Novel and Movie Version of The Scarlet Le

The Novel vs. Film of The Scarlet Letter Films of this era are criticized for substituting violence and special effects for "substance". Many believe that creating a movie script is a juvenile form of writing, a shrub to the oak of a novel. Upon reading both the novel The Scarlet Letter by Nathaniel Hawthorne and viewing the film produced by Roland Joffe, one notices the tremendous effort put into both. This essay will explore the many differences and similarities between the book and movie. The film is "freely adapted" from the novel. The word "free" describing the adaptation is well used- there are major differences in terms of time frame, characters, visual imagery and symbolism, plot, narration, and tone. Nearly an hour of information the reader received only as background was on tape. The film began when Hester arrived in the New World, not at the dreary prison door she passed through on her way to the scaffold in the novel. Many characters were added to the film, several of whom were central to the plot. Mituba, Hester's mute slave girl, Brewster, the lewd, undisciplined rule-breaker, Goody Gotwick, the mouthpiece of the community's "pious women," and Minister Cheever, the powerful church leader who attempted to serve as arbiter of the community's morals did not exist in the novel. Mistress Hibbins' relationship to Governor Bellingham was of a citizen to ruler nature. In the book, their relationship prevented her persecution, whereas in the movie, no family ties pr otected mistress Hibbins from the cruel witch trials characteristic of the 1600's. Her character progressed from minor in the book to a supporting role in the movie. She served as the only character besides Hester who behaved according to... ...and Dimmesdale move to the Carolinas to begin a new life, while in Hawthorne's novel, Pearl lives a full life, her mother working for the community and her father dying on the scaffold. There is no set answer as to which ending is "better," one may be more fulfilling, another may be more informative, another could touch a child, the other, a parent. One may favor the film over the novel or vice versa, but that person could not overlook the great care that went into the making of both. Using the novel as a base from which to work, the filmmaker created his own masterpiece, changing and adding elements as he felt necessary. Whether for increased popularity or his own personal satisfaction, the filmmaker's version also kept some themes and characters. The film and novel have their similarities and differences, but both effectively communicate their meaning to the public.

Glaxowellcome

Case 21 †¢ The Headaches of GlaxoWellcome comply with regulations, and selling it to the end users while making a pro? t. In addition, there is a tariff for the import of candelilla wax into Japan of 3. 8 percent; this is for either ? rst or second re? ned candelilla wax. FUTURE OF THE CANDELILLA WAX INDUSTRY ? According to executives of Ceras Deserticas, the future of this market is promising. They expect growth in the future, although they they have not made public the actual estimated growth for the market. They are worried about the best path to take advantage of this growing and competitive market. The industry is consolidating and if Ceras Deserticas does nothing, it will either die or be taken over. As mentioned before, there are several joint ventures in which U. S. companies are investing in Mexico to guarantee a steady supply of candelilla wax. Both Ceras Nacionales de Mexico and †¢ 735 Multiceras have established joint ventures with American companies. They are p ursuing research and development to try to create a synthetic wax that can replicate the characteristics of candelilla wax and meet the requirements of end-users.DISCUSSION QUESTIONS 1. Of the three options options presented at the beginning of ? the case, what should Ceras Deserticas do? 2. Why would Mitsuba Trading Co. be interested in a joint ? venture with Ceras Deserticas? 3. What would be the advantages and disadvantages for Ceras ? Deserticas of a joint venture? ? 4. What strategy must Ceras Deserticas follow in approaching joint venture? C ASE 21 THE HEADACHES OF GLAXOWELLCOME Migraine medicine is a key growth area for Glaxo Wellcome Inc. Glaxo); a Britain-based pharmaceutical company with global operations. 1 Glaxo’s primary business is to market prescription products to physicians and healthcare providers. Glaxo was the ? rst pharmaceutical company to manufacture and market a revolutionary new class of prescription migraine medications called ‘‘triptansà ¢â‚¬â„¢Ã¢â‚¬â„¢. Triptans, which Glaxo launched in 1993, are a class of medications that work speci? cally on the 5HT-1 receptor sites, which are believed by doctors to be the primary cause of migraine headaches.In mid May of 1997, Sir Benjamin Palmer, the general manager of Glaxo’s CNS/GI Metabolic division, sat at the head of the conference table in room G-1 of the Glaxo Wellcome global headquarters in Stockley Park West, England. A group of 6 marketers (3 from the ‘‘Professional’’ team and 3 from the ‘‘Commercial’’ team) were staged in front of Palmer and two vice presidents of sales (East and West). The three of? cers listened attentively to the ? nal marketing presentation that more than 60 marketing team members had worked on for the past 19 months.The issue: How to launch Naramig, Glaxo’s new (second generation) prescription migraine medicine, in the U. K. In the back of Palmer’s mind were the following considerations: – Although Naramig was considered by Glaxo to be a better triptan than Imigran, in reality, there were some attributes of Naramig that were inferior to those of Imigran. – It was not as if Imigran had not been successful: Glaxo had captured 91 percent of the prescription medication market share (in ? s) for migraines in the U. K. – Glaxo expected the approval and launch of its competitor, Zeneca’s ? st triptan medication (Zomig) prior to that of Naramig, and likewise, expected Zeneca to market Zomig as a 2nd generation triptan. 8 1 Months Later 2 Early in February of 1998, a similar scene to that of 8 1 months 2 ago, in room G-1 of the U. K. headquarters, was taking place in a conference room located at the U. S. home of? ce in Research Triangle Park, North Carolina. Mark Glackin, U. S. General Manager of Glaxo’s CNS/GI Metabolic Division, considered several marketing options presented by the team for the U. S. aunch of Amerge, Glax o’s second-generation triptan that had been marketed in the U. K. as Naramig. 2 Although Glackin had several considerations to keep in mind, various factors and events gave Glackin a much different perspective than 1 that of Palmer 8 2 months earlier: †¢ How would U. K. hospitals and doctors react to Glaxo’s promotion of Naramig? †¢ Glaxo was apprised of the marketing strategy chosen by the U. K. for Naramig and its short-term results. †¢ What was the best product positioning of Naramig with respect to Imigran? This case was prepared by Jared Fontaine, Aaron C.Lennon, and Robert Moscato of the Fox School of Business and Management at Temple University under the supervision of Professor Masaaki Kotabe for class discussion rather than to illustrate either effective or ineffective management of a situation described (2001). 1 Today the company is known as GlaxoSmithKline, which was formed in January 2001 as the result of a merger between GlaxoWellcome and S mithKline Beecham. †¢ Zeneca’s Zomig had in fact been approved and launched in the U. K. prior to that of Naramig. The effects of Zomig on the success of Naramig and Imigran were therefore available for analysis by Glackin. Just as in the U. K. , Glaxo U. S. expected the approval and launch of Zomig in the U. S. prior to that of Amerge. 2 Like Amerge/Naramig, Glaxo’s research indicated that the name Imitrex would fare better than Imigran in the U. S. market. 736 †¢ Case 21 †¢ The Headaches of GlaxoWellcome EXHIBIT 1 The Businiess GW Portfolio: 1998 ?1,027m (+9%) ? 432m (+5%) ? 1,971m (+24%) Respiratory Viral Infections CNS ? 688m (? 44%) ? 749m (+1%) ? 1,209m (? 4%) ? 1,089m (+31%) (Migraine ? 645m) Migraine Bacterial Infections Gastro-intestinal Oncology Others % of Sales 28 17 15 9 10 10 6 14Total sales ? 7,165m increase of 2% †¢ Glaxo U. S. had launched the marketing promotion of Product Lines: Migraine Depression Gastrointestinal Imitrex (the U. S. brand name of U. K. ’s Imigran)3 Nasal Spray 5 months earlier. on pharmaceutical marketing, Glaxo U. S. could use directto-the-consumer (DTC) advertising to promote Amerge. †¢ Unlike the U. K. , which has stricter government regulations †¢ Allergy/Immunology/Respiratory Division Product Lines: Allergy/Immunology Asthma COPD COMPANY BACKGROUND GlaxoWellcome Inc. was formed in 1995 when U. K. based Glaxo Pharmaceuticals, a relatively young company, acquired U. K. pharmaceutical company Burroughs Wellcome in a corporate takeover. The acquisition made Glaxo Wellcome Inc. one of the top three pharmaceutical ? rms in the world with approximately 4 percent of the worldwide prescription pharmaceutical market. International Organization GlaxoWellcome Inc. is based in the U. K. with its Worldwide Headquarters located in Stockley Park West. As of 1997, Glaxo Wellcome Inc. had 22 local operating companies (LOCs) in 9 countries of which Glaxo U. S. was one. Although based in the U.K. , the U. S. market made up approximately 40 percent of worldwide sales, while the U. K. only accounted for 7 percent. Due to the rigid guidelines of the Food and Drug Administration (FDA), Glaxo’s products are generally introduced ? rst in one of the other 8 LOCs before gaining approval in the U. S. The majority of R&D and production for Glaxo takes place in the U. S. , U. K. , France, and Italy, each having both an R&D unit and manufacturing plants. Organizational Structure/Product Lines The organizational structure of Glaxo Wellcome in both the U. K. and the U. S. s based around its 3 divisions and the product lines within each of those divisions: †¢ HIV/Oncology Division Product Lines: HIV Cancer Glaxo sells prescription medications that fall into one of these three product lines. As of 1998, the migraine product line made up just over 9 percent of total Glaxo sales worldwide. The CNS/GI Metabolic division, of which migraine makes up 60 percent, grew 31 perc ent from 1997 to 1998 (see Exhibit 1). THE PHARMACEUTICAL INDUSTRY Pharmaceuticals are generally classi? ed into two categories: over-the-counter (OTC) and prescription medications.As of 1998, there were no OTC drugs speci? cally formulated for migraine. After a pharmaceutical medication has been developed, there are two stages: approval and marketing. Approval In order for a pharmaceutical company to market and sell any medication that they have developed, the product must ? rst be approved by the respective regulatory body of each country (FDA in the U. S. , MCA in the U. K. ). On average it takes 12 years for an experimental drug to travel from the lab to the medicine chest. Only ? ve in 5,000 compounds that enter preclinical testing make it to human testing.One of these ? ve tested in people is approved. Although each country has †¢ Central Nervous System/Gastrointestinal Metabolic Division (CNS/GI) 3 Market research showed that U. S. consumers would be more responsive to t he brand name ‘‘Amerge’’ than that of ‘‘Naramig. ’’ Case 21 †¢ The Headaches of GlaxoWellcome its own particular set of guidelines and speci? c procedures for approval, new medicines are generally developed and approved as follows: 1. Preclinical Testing—This is the exploratory process where a pharmaceutical company identi? es compounds through in vitro (test tube) testing.The deliverable at the end of this process are compounds that can enter Phase One of Clinical Testing. 2. Clinical Trials, Phases—There are three mandatory phases of clinical trials. These clinical trials study the medicine’s safety pro? le, how it is absorbed and distributed, the duration of its action, its ef? cacy, and side effects. 3. Application—Following the completion of all three phases of clinical trials, the company analyzes all of the data and applies for approval in the respective country if the data successfully demon strate safety and effectiveness. The application contains all of the scienti? information that the company has gathered. At this point, the regulatory body may request further information. 4. Approval/Refusal—Once the regulatory body completes the professional assessment of all relevant information, it either approves the application and the new medicine becomes available for physicians to prescribe, or, if unsatis? ed, refuses to grant approval. There is one important distinction between the U. S. and the U. K. in the approval stage of pharmaceuticals. In the U. S. , every medication must be approved by the FDA before it can be marketed and sold.However, because of the existence of the European Union (EU), it is possible that a medication may be approved in member nations without being professionally assessed and analyzed by each country’s respective regulatory body. This means that if one member nation’s (e. g. Sweden’s) regulatory body approves a medic ation, the applying pharmaceutical company can either ask the other EU member nations to ‘‘recognize’’ Sweden’s approval or apply to each member nation separately. If one member nation approves a medication, then all of the countries in the ‘‘Mutual Recognition’’ procedure have the same prescribing information.However, if a medication receives independent approvals, then the prescribing information will be unique in each country. The difference can have an effect if applying in each country separately produces slightly different results in the trial phases (e. g. , perhaps the trials show that a medication is more effective for its desired indication during trials in the U. K. as compared to similar trials performed in Sweden). Marketing In general, products are marketed and advertised solely toward the ? nal consumer. This makes sense since it is the ? al consumer that ordinarily has the ? nal say as to whether he/she will actually purchase the product. However, pharmaceuticals are marketed to physicians and hospitals that in turn decide if they will prescribe the medication to their patients. U. S. vs. U. K Although it is illegal for pharmaceutical companies to advertise their products directly to patient/consumers in the U. K. , †¢ 737 in the U. S. (as of 1997) direct-to-consumer (DTC) advertising is permitted. Research has shown that DTC advertising in the U. S. has a large impact on sales.The research shows that patient’s requests for speci? c medications marketed by speci? c pharmaceutical companies affect the companies’ sales to physicians and hospitals. The other major difference in the pharmaceutical industry between the U. S. and the U. K. is the extent of governmental coverage. In the U. K. , the health care system is socialized. Doctors are paid by the government with an additional payment per patient. Everyone is entitled to free medical care under the plan, which is fun ded by the National Treasury and Health Insurance Tax. The U. S. on the other hand, has not employed socialized medicine, although Medicare and Medicaid cover a signi? cant part of the population. Instead, the U. S. health care system follows an insurance-based coverage scheme whereby individuals buy insurance from a company, which in turn pays for their medical costs. HEADACHES AND MIGRAINES Doctors classify headaches into three main types: †¢ cluster headaches †¢ tension-type headaches †¢ migraines Cluster headaches are the most painful type but also quite rare and hence have not offered pharmaceutical companies a suf? cient market potential to pro? ably develop and market a medication speci? cally focused on curing these headaches. Tension-type headaches, while the most prevalent, are generally capable of being combated with over-the-counter medications such as aspirin and ibuprofen and hence, likewise do not offer Glaxo a pro? table market for which to develop a p rescription product. Migraines, on the other hand, are suffered by an estimated 26. 3 million people in the U. S. , 5 million people in the U. K. , and at the time of Glaxo’s launch of Imigran/Imitrex, were not effectively treatable with over-the-counter medications.Migraines are complicated combinations of intense pain (usually on one side of the head) and neurological symptoms like visual problems, nausea, vomiting, and sensitivity to light and sound, which often reduce the sufferer’s productivity and concentration and in some cases render the sufferer bedridden. In the U. K. about 18 million working days are lost to migraine sufferers a year. In the U. S. approximately 10 million migraine sufferers were bedridden for more than 3 million days per month and experienced 74. 2 million restricted activity days per year (as of 1989). Such statistics translate to lost workplace productivity ranging from $5. billion to $17 billion annually in the U. S. and sick pay and repl acement personnel costs of ? 750 million in the U. K. annually. Hence, in the early 1990s, Glaxo took advantage of the market potential for migraine-speci? c prescription drugs. 4 4 At the time of Glaxo Wellcome Inc. ’s entrance into the market for prescription migraine medicines, although doctors were prescribing drugs for migraines, these drugs were not migraine-speci? c but rather were drugs that were developed for general pain relief. 738 †¢ Case 21 †¢ The Headaches of GlaxoWellcome IMIGRAN/IMITREX In 1993, Glaxo Pharmaceuticals introduced in the U.K. and the U. S. , the ? rst medication (triptan) speci? cally formulated for the acute treatment of migraine. 6 Imitrex/Imigran when initially launched in March of 1993 was produced in injection form. In 1995 and 1997, Glaxo followed up the marketing of Imitrex/Imigran by introducing line extensions in the forms of tablets and nasal spray, respectively (see Exhibit 2). Imitrex/Imigran5 uncomfortable injecting themsel ves). Sales of Imitrex/Imigran worldwide grew from less than $350 million in the year of its introduction to more than $1 billion in 1997.Imigran/Imitrex SWOT Glaxo considered the strengths, weaknesses, opportunities, and threats of Imigran/Imitrex to be the following: Strengths—Imigran/Imitrex was the ? rst medication marketed toward speci? c migraine relief. Hence, Imigran/Imitrex had a strong brand image as the market leader, and in fact played a signi? cant role in the development of the migraine market. Imigran/Imitrex was also a potent medication with a proven ef? cacy; it was in fact very successful in relieving the pain of migraine headaches. Although there were some side effects associated with the medication, Imigran/Imitrex has a proven safety pro? e. The fact that Imigran/Imitrex is offered in 3 different line extensions offers Glaxo a ‘‘portfolio’’ of relief to offer to various patients. Weaknesses—The fact that Imigran/Imitrex is a potent medication has its downside as well. The medication proves to be too powerful for some patients, which therefore limits its use. Moreover, Imigran/Imitrex is expensive relative to OTC products that were used to ? ght headaches. This weakness of being expensive is exacerbated by the fact that the medication has a high rate of recurrence (a patient may need to take the drug more than once during a migraine).Although Imigran/Imitrex is proven to be safe, because of the side effects (e. g. , tightening of the chest), there is a perception by some that the medication is not safe. Opportunities—Glaxo felt that having 3 product line extensions opened up the opportunity to perhaps exploit Imigran/Imitrex as a medication that is right for every kind of migraine sufferer. The biggest opportunity for Glaxo and Imigran/Imitrex is the fact that the migraine market was completely underdeveloped. EXHIBIT 2 Line Extension Injection Tablet Nasal Spray U.K. 3/1993 5/1995 5/1997 U. S. 3/1993 7/1995 8/1997 These line extensions were spurred by the fact that only a small percentage of the total 26. 3 million migraine sufferers had ever tried Imitrex/Imigran in injection form. Hence, Glaxo, even 2 years after the introduction of Imitrex/Imigran injections, viewed the potential market as wide open. The injection formulation of the product provides the fastest relief—as early as 10 minutes; the nasal spray—as early as 15 minutes; and the tablet—as early as 30 minutes.Hence, Glaxo has been successful marketing the injection form of Imitrex/Imigran using a strategy of ‘‘quick-relief’’ (an aspect that is very important to severe migraine sufferers) and successful marketing the tablet and nasal spray forms of the drug using a strategy of ‘‘easy and painless administration’’ (an aspect that is important to migraine sufferers who are 5 The launch of Imigran/Imitrex came prior to the Glaxo Pharmaceutic als’ acquisition of Burroughs Wellcome, Inc. 6 Glaxo used the brand name Imitrex in the U. S. nd the brand name Imigran in the U. K. for the same product. Market research showed that the name Imitrex would fare better with U. S. physicians and hospitals. EXHIBIT 3 GlaxoWellcome Worldwide Migraine Franchise $m 1,200 1,000 800 600 400 200 0 1993 Injection 1994 1995 Tabs 1996 1997 1998 Nasal Spray Case 21 †¢ The Headaches of GlaxoWellcome Threats—The two main threats to Imigran/Imitrex are that of competition and cannibalization. Glaxo was aware that Zeneca was close to marketing a competitor triptan called Zomig. SinceImigran/Imitrex had been on the market for over four years, Glaxo felt that Zomig would be marketed as a ‘‘second-generation’’ triptan (an improved version of Glaxo’s ? rst-generation Imigran/Imitrex). Imigran/Imitrex had also experienced some cannibalization effects between its 3 line extensions (see Exhibit 3). The Un derdeveloped Migraine Market As of 1997, the fact of the matter, was that approximately 90 percent of migraine sufferers were not being medicated with a triptan (see Exhibit 4). This meant that many people were still taking ineffective OTC drugs to combat their migraine pain.Accordingly, Glaxo considered the market for ‘‘triptan’’ drugs to have great potential. †¢ 739 Exhibit 5 shows how Naramig/Amerge speci? cally compared to Imigran/Imitrex as a migraine medication. EXHIBIT 5 Imigran vs. Naramig MEASURE Speed of onset Peak efficacy Consistency of response Tolerability Incidence of chest pain Incidence of recurrence ORDER (best first) Imigran > Naramig Imigran > Naramig Imigran > Naramig Naramig > Imigran Naramig < Imigran Naramig < Imigran EXHIBIT 4 Migraine market = underdeveloped 48 million migraine patients 586 million migraine attacks/yearNaramig/Amerge SWOT Glaxo considered the strengths, weaknesses, opportunities, and threats of Naramig/Amerge to be the following: Strengths—Although not as powerful as Imigran/Imitrex, Naramig/Amerge was effective in relieving migraine pain. Its biggest strength, relative to Imigran/Imitrex was its mildness; the side effects caused by Naramig/Amerge were substantially less compared to Imigran/Imitrex, which gave it ‘‘user friendly’’ image. Its long duration of pain relief gave Naramig/Amerge a low rate of recurrence; 67 percent of patients require only one dose of Naramig/Amerge over a 24-hour period.Naramig/Amerge was able to be marketed as a true second-generation triptan (an improvement on the ? rst) since Glaxo was the company that had introduced the ? rst triptan medication. Weaknesses—The major weaknesses of Naramig/Amerge were twofold. First, it had a slow onset of action. This of course would turn off patients looking for fast relief. Second, Naramig/Amerge had only been developed in tablet form and therefore lacked marketability in terms of line extensions. Opportunities—The market opportunity for Naramig/ Amerge was quite obvious.At the time of Naramig/Amerge’s approval, only 10 percent of all migraine attacks were being treated with triptan drugs. This meant that 90 percent of migraine sufferers were either not being treated at all, or treated with relatively ineffective medications. Threats—Like Glaxo’s ? rst-generation triptan, Naramig/ Amerge’s biggest threat came from Zeneca’s Zomig. Although it was unclear how successful Zomig would be in stealing Glaxo’s market share and expanding the market through sales to the untapped 90 percent, what was clear was that Zomig was likely to be approved in both the U.K. and the U. S. prior to Glaxo obtaining approval for Naramig/Amerge. COMPETITION 60 Triptan Rx = 10% 526 Million Attacks Since its introduction in 1993, Imitrex/Imigran had clearly played a role in de? ning patient expectations. However, combining its awareness th at Zeneca was in the process of developing Zomig and the fact that Glaxo, as a company, was always looking to bring new medications and improvements to the forefront, Glaxo had worked on developing a secondgeneration triptan of its own.Company research revealed that for a new triptan product to be successful, patients and doctors would require it to be as effective as Imitrex/Imigran but with a longer duration of pain relief and a lower side effect pro? le. NARAMIG/AMERGE Naramig/Amerge, Glaxo’s second-generation triptan, was actually being developed prior to the launch of Imigran/ Imitrex. 7 Amerge/Naramig, only available in tablet form, tested to have both a longer duration and a lower side effect pro? le than Imigran/Imitrex.Although Naramig/Amerge was considered by Glaxo to be a better triptan than Imigran/Imitrex, in reality, there were attributes of Naramig/ Imigran that were inferior to those of Imigran/Imitrex. 7 Glaxo, as with Imigran/Imitrex, used the brand name Nar amig in the U. K. and the brand name Amerge in the U. S. for this new ‘‘triptan’’ drug. This decision was once again a product of market research. When Glaxo Pharmaceuticals acquired Burroughs Wellcome in 1995, they had already launched Imigran/Imitrex (1993). 740 †¢ Case 21 †¢ The Headaches of GlaxoWellcome However, Burroughs Wellcome was also developing a triptan of its own.When the takeover took place, the Federal Trade Commission (FTC) forced Glaxo Wellcome to divest one of its triptan formulations because of antitrust implications (i. e. , monopolization). Having already successfully marketed Imigran/Imitrex, Glaxo Wellcome of course chose to divest the triptan that Burroughs Wellcome had developed. (Burroughs only completed about 55 percent of the clinical trials. ) Zeneca purchased the rights to this incomplete triptan and ? nished the further development and application process of what came to be Zomig.Glaxo had the following assumptions a bout Zomig: powerful means of maximizing market share, Palmer was unsure of the logistics of such an approach and worried about the ethical considerations of focusing the promotion of their product in areas based on factors such as socioeconomic status. Also, Palmer considered the fact that such a strategy may overlook patient needs. 3. An Alternative: Whereby Glaxo would market Naramig as an alternative to Imigran/Imitrex, (e. g. , superior; different; similar). The pros of the ‘‘Alternative’’ strategy were that it could detract from competitor noise, and could in fact devalue the image of the econd-generation triptan. This latter aspect may be an effective way to combat Zomig. The biggest drawback of this strategy was the idea that if there were no clear message (in terms of the medication that was best for migraines) it could lead to confusion and hence hurt Glaxo’s image. 4. Replacement: Whereby Glaxo would discontinue the marketing of Imigran an d focus solely on Naramig. This option ? t well with the overall concept that Naramig was an overall superior drug to Imigran. It would also allow Naramig to gain all the bene? s of a new compound: ‘‘secondgeneration,’’ safety, and low recurrence. However, Palmer worried about the confusion that would accompany such an approach and if a ‘‘Replacement’’ strategy would devalue Glaxo Wellcome in the eyes of physicians and hospitals. 5. Don’t Launch: Whereby Glaxo would only continue to market Imigran and never launch Naramig. Although this strategy might class all triptans as the same, negating Zomig as a second-generation, Palmer had already made up his mind that not launching Naramig was a waste of an opportunity and of resources that went into developing the medication.There was also the consideration that Zeneca would still be able to accomplish marketing Zomig as a second-generation triptan and leave Zeneca with an open ? eld. Naramig in the U. K. Palmer and his team chose a ‘‘Replacement’’ strategy for Naramig. This involved ceasing all promotion of Imigran (except to the extent of sales for patients who were already using Imigran) and positioning Naramig as the recommended starting place for migraine patients. Palmer felt that replacement was the best way to attract triptan-na? atients and ? ve capture the untapped market. Glaxo focused the promotion around Naramig as a ‘‘patient-friendly’’ medication providing patients with the best relief on the market. The results showed that the replacement strategy met Glaxo U. K. expectations. Naramig proved to be effective for migraine headaches in the majority of patients. In terms of the 90 percent untapped market, Naramig was preferred by 67 percent of previous non-triptan users. Exhibit 6 shows worldwide sales of Glaxo Wellcome’s two triptan drugs.It is clear that the replacement strategy thwarte d the growth of Imigran, and that Zomig and Naramig were both successful in expanding the market. PRODUCT POSITIONING: U. S Mark Glackin was now faced with the same decision that Palmer was faced with 8 ? months earlier. What was the best strategy to market Amerge with respect to Imitrex in the U. S. †¢ Like Naramig/Amerge, Zomig had a lower recurrence rate than Imigran/Imitrex. †¢ Zeneca would be successful in marketing Zomig as a secondgeneration triptan even though it was the company’s ? rst triptan. This was simply an issue of timing. Zomig’s ef? cacy was comparable to Imigran/Imitrex. †¢ Zomig would be launched in both the U. K. and the U. S. prior to Naramig/Amerge gaining approval in both markets. PRODUCT POSITIONING: U. K Sir Benjamin Palmer sat in his of? ce weighing all the information he had just learned in the marketing meeting. There was only question to be considered; the considerations were complex; the answer to that question was crucial: the success of a major product line of Glaxo Wellcome hung in the balance. How should Glaxo Wellcome U. K. , position its new triptan Naramig?Palmer wondered how U. K. hospitals and doctors would react to Glaxo’s promotion of Naramig when Imigran had been the ‘‘gold standard’’ for the past 4 years and had captured 91 percent of the prescription migraine medication market share. Palmer’s bigger concern was how to position Naramig with respect to Imigran in order to capture the 90 percent of the market that was untapped (see Exhibit 4). Although Naramig was considered to be a better triptan than Imigran, perhaps there were new patients who would be partial to the characteristics of Imigran.Just as important was what positioning strategy would be the most effective in ? ghting off the attack of Zeneca’s Zomig that Palmer expected to be launched in the U. K. prior to that of Naramig. Palmer had been presented by the marketing team with ? v e positioning strategies for Naramig: 1. Based Segment: Whereby Glaxo would target its marketing efforts toward different patient types. (e. g. , adolescents; elderly; chronic migraine; Imigran/Imitrex nonresponders; and patients who do not tolerate Imigran). Using such a strategy would allow Glaxo to promote Naramig where Imigran was weak to increase market share.At the same time, though, it was not clear as to how the market should be segmented, or how able physicians would be to identify such segments. If in fact physicians had trouble identifying the different patient types, the effect may be to confuse the prescribing process. 2. Distribution Based Segment: Whereby Glaxo would segment the market based on distribution channels. (e. g. , hospitals only; clinics only; private channels; less wealthy areas). Although Glaxo considered this option to be a Case 22 †¢ Benetton †¢ 741 EXHIBIT 6 Sales (? m) 700 600 500 400 300 200 194. 04 100 35 0 8 6054 282. 588 362. 346 539. 4 51 Triptan Revenue 662. 12 671. 797 would have to consider this difference along with the differences in the respective health care systems. Would Glaxo U. S. be successful in using DTC advertising to offer a portfolio of migraine medication to various types of migraine patients, or should the U. S. follow a similar replacement strategy as the U. K. and position Amerge as the best migraine medication available. Glackin considered the same 5 options for Amerge positioning as Palmer had considered 8 ? months earlier for Naramig: 1.Clinical/Patient Based Segmentation 2. Distribution Based Segment 3. An Alternative to Imitrex 4. A Replacement for Imitrex 5. Don’t Launch Amerge at All DISCUSSION QUESTIONS 1993 1994 Imigran 1995 1996 Zomig 1997 1998 Naramig market? Glackin had several considerations to keep in mind including the results of the ‘‘Replacement’’ strategy chosen in the U. K. , and the effect of Zomig as a competitor. As was the case in the U. K. , Imitrex had largely de? ned the market for migraine medication and had been quite successful in capturing customers.Glackin also expected that Zomig would be launched in the U. S. prior to that of the approval of Amerge. The U. S. had recently legalized DTC advertising. Glackin 1. Why is GlaxoWellcome introducing a second migraine medication? 2. How should GlaxoWellcome position Naramig in the U. K.? 3. Was the actually chosen strategy (option #4) the best decision? 4. How should GlaxoWellcome position Amerge in the U. S.? C ASE 22 BENETTON COMPANY BACKGROUND Benetton was founded as a single shop in Italy in 1965. Three years later the company expanded into France.Eventually, Benetton spread throughout Europe and by 1979 it was established in the United States. Benetton Group S. p. A is a unique global group that is a part of a larger organization known as the Edizione Holding Group. This is the holding company through which the Benetton family has ownership in many different b usinesses including hotels, publishing, and real estate. The Edizione Holding Group as well as the Benetton Group was founded by the Benetton family, which is made up of four siblings: Luciano, Chairman; Gilberto,Deputy Chairman and Joint Managing Director; Carlo, Director; and Giuliana, Director, who own and run the company as shown in Exhibit 1. Luciano’s son, Alessandro, is also one of the eight Directors. This global Benetton Group specializes in designing and manufacturing of clothing within the textile-apparel sector of industries, and combines this know-how with the strong identity and image of world-leading sports brands that have been incorporated through the acquisition of the Benetton Sportsystem business.These sports brand names are encompassed under the Playlife label and include Rollerblade, Killer Loop, Prince, and Nordica. The clothing sector includes casual and sportswear, consisting of the Sisley, United Colors of Benetton (UCB), and Undercolors of Benetton brands, which are mainly produced and distributed by the Automated Distribution Center in Castrette, Italy, the factory that produces over 90 million items of clothing each year. There are production facilities in France and Spain as well. These ? ished and packaged products are the dominant production category for the company and are distributed directly to the Benetton Group’s 7,000 retail stores located in 120 countries, of which only 55 stores are owned by the company, with the remaining stores independently owned and operated. The second production category for Benetton comprises the sports equipment and performance-wear item and a third category encompasses items such as footwear, bags, and accessories. Benetton’s overall turnover amounts to about 4,000 billion lire.Recently, in 2003, the company initiated an effort to diversify away from its main clothing business by moving to acquire Italian highway operator, Autostrade. This case was prepared by Eunjung Jenny Chun, Juliet Freedman, and Nicole Parker and updated by Sonia Ketkar of the Fox School of Business and Management at Temple University under the supervision of Professor Masaaki Kotabe for class discussion rather than to illustrate either effective or ineffective management of a situation described (2003).