The Modern Industrial Development and the Relationship of Human Being Research Paper

The Modern Industrial Development and the Relationship of Human Being With Nature - Research Paper Example Around the 1980s the term ‘sustainability’ is often used by professionals to refer to the notion of development in a merely technical sense. Theoretically, it includes the conditions of â€Å"meeting human needs, or maintaining economic growth or conserving natural capital, or about all three†. Agriculture, economics, livelihoods or whatever the features that modern society embodies are intertwined with the nature, natural resources and its ecological balance, as Michael Pollan, in his book, ‘the Omnivore’s Dilemma† attempts to infer that man like no other creature on earth is depended on a nature for his biological requirements (Pollan, 91). For Sneddon ‘sustainability’ is a term that is to be associated with the concept of sustainable development, as he says, â€Å"Both ‘sustainable development’ and ‘sustainability’ are at root normative concepts, describing visions of how human activities and ecological processes might be reconciled for the ‘good’ of both†. Indeed Sneddon is prone to view the concept as â€Å"to development, to societies, to livelihoods and to a host of additional social, economic and ecological activities†. The concept of â€Å"Sustainability† is a multifaceted one that includes a holistic definition in modern context. But it renders different definitions depending upon different contexts: ecological, social, and economic and in modern industrial age, eco-industrial. The idea of Eco-industrial sustainability includes a reconciliatory view of industrialization and ecology.

Rdms phase4 db1 Essay Example | Topics and Well Written Essays - 500 words

Rdms phase4 db1 - Essay Example Now days, more and more companies are pulling away from the traditional Systems Development Life Cycle (SDLC) and use Prototyping categorized as Rapid Application Development (RAD) methods (Hoffer, Prescott, & McFadden, 2007). In general, prototyping is a development approach in which requirements are quickly converted to a working system that is repeatedly analyzed and refined until the desired product is achieved. In case of database development process, prototyping allows installing and use of a database that is not complete yet has the majority of the functionality built-in. Prototyping is cursory attempt at conceptual data modeling and define database during development of initial prototype. After that initial prototype version is repeatedly implemented and used and maintenance activities are carried out so that new prototype versions become an efficient prototype or operational system (Hoffer, Prescott, & McFadden, 2007). Here, it is important that more time is given to test an d revise database design after initial prototype version is developed. The most important aspect of prototyping is that it facilitates effective communication between users and developers. Because of active participation of both users and developers, feedback for enhancement of the system is available after every prototype versions to developers from end users. The other advantages of prototyping are higher user satisfaction, reduction in development time and cost, and improved efficiency in

Impacts of Globalization on Dell

Impacts of Globalization on Dell Globalization has had major effects on the corporate culture of DELL, in the global environment DELL has also benefited from the technological advancements. The drivers of globalization have improved the methods and systems of international transportation, dominating the international commerce, its impacts have been felt by dell. Technology has not only enabled DELL to enter into the world business, but it has allowed the worlds economy to be fused into a single point of operation which has enabled DELL to gain an interdependent system of operation. The world has transformed into a global village due to the help of the information technology which allows the companies such as DELL to shares new ideas. Technological revolution has no uniformity in its effect; it has assumed different forms at different situations depending on the forces which can be economic, political, or cultural. Technology is the key factor in the development of DELLs strategies. The source of technological advancements at DELL is due to the search for the increased economic efficiency and the desire to reduce the cost that the society has to pay for the availability its products. The purpose of the technological advancements is to improve the usage of the available natural resources through the gadgets such as those provided by DELL. Globalization has enabled DELL to improve its Productivity and the competitiveness, this is the function of knowledge which is generated due to the information processing by the globalized firms and the territorial organization into the networks of production, management and distribution, All of DELLs core economic activities are global since they have the capacity to work as an individual unit in the real time. Globalization has had major impacts on DELL, Many activities which were previously involved in the face-to-face interaction, or those that were local, can now be conducted across great distances. DELL has gone through a significant de-localization in its social and economic exchanges. Due to globalization, DELL has been de-localized, it has been able to adopted new technologies which involve interaction with its customers. The most strategic and crucial activities especially in the economic sector have been networked around the globalized system of the inputs and outputs.ÂÂ  What happens in local environment of a company is increasingly influenced by the activities of other global companies and the international systems which operate many miles away. For instance, an innovation in the worlds commodity and the money markets can cause a significant impact on other products across the globe.ÂÂ  Companies and international systems are increasingly becoming interdependent. Globa lization has a marked acceleration to the rate of expansion of the DELL which spans along with the significant improvements in the economic activities. The technological advancements enable DELL to tap new skills and new opportunities for employment of its workforce. This increases the ability of the company to run its activities effectively and carry out its financial obligations in a more effective manner. The technological advancements combined with increased rate of globalization increases the importance of developing the corporate culture, for economic necessity/social demands, and for resource availabilities which affects the scope and the pace of technological adoption in each industry and the consuming community. However, the technologies that have been described above appear to have the most promise for the significant global effects which are riddled with the uncertainty, with the progress in time, the unforeseen technological developments and its effects on may eclipse the economic or the political growth trends. Globalization may cause other trends with the technical challenges that do not have the significance in the global effects in the near future but can become significant with time. Due to the globalization DELL is facing stiff competition from its competitors, the leadership and the participation in the development in the technical area depends on the several factors, this include the future regional economic arrangements international and amount of the public and the private sector research for developments and capital investments. There are signs for a more stiff competition amongst the economic alliances, which increases the support for the global intellectual property protection, more globalization, and the division of the responsibilities for a faster growth in the technological front. Technology brings the benefits and prosperity to a company, it may sideline others and create new dimensions. Technology helps to alleviate some severe hardship, it will create real economic development. Those companies which are not willing or able to adapt to new technological opportunities may fall further behind. The market weakness of a product of a developing company due to the lack of the economic incentives will be insufficient to drive the acquisition of the new technology or skills. Many companies are threatened by the fact that the corporate cultures that have had long-term existence are threatened by the new ways of living which has been brought about by the technological advancements. DELL has seen the benefits of technology, this is partly due to the changes which are difficult to prevent. However the corporate culture of any company can preserve certain values and the cultural values which have an impact on the guiding regulations and protections which affect its technological development corporate social responsibility DELL is committed to the highest ethical standards, it does the right thing and operate with the integrity and transparency, DELL has build and maintained credibility and trust with its employees, the customers, partners, stockholders, and the community Dells global principles guide the company as it globalizes its operations, enters new markets, and expands its global employment base. Dells goal is to be a green company to the communities where its products are consumed. Its global principles are based on the corporate values and policies regarding the social and environmental stewardship as adopted from the Universal Declaration of Human Rights and the fundamental conventions of the International Labor organization, the International Organization for Standardization, as well as the experience of other corporations around the globe. The company is committed to using its unique direct businesses to model and make technology more affordable and accessible to people and all the institutions around the world in order to take the advantage of the tremendous economic and the social benefits of more technological advancements. To achieve its objectives. DELL has done the following; It has used its customer model products to bring affordable technology to both new and the emerging markets, as well as established new ones. It has grown its global employment base to tap the diverse ideas and new skills, this has increased its understanding of the global customer needs by bringing the desirable technology and new jobs to the world community. It has developed the global network of suppliers aimed at improving the performance and lowering the cost of its systems. To improve on its corporate social responsibility DELL has devised a direct way of working delivers ensures that value is delivered to its customers. It is also based on the distinct company values, this acknowledges the companys responsibilities to the following groups; Its employees; DELL treats all the employees with high dignity and respect a factor which provides the opportunity for all of its employees to succeed. Consuming community; DELL has strived to be an eco-friendly company which is responsible to the community and for environmental stewardship. Its global suppliers and their employees: DELL ensures that its acts are ethical and also encourages responsibility in terms of employment of the environmental practices from its suppliers. Dell has made it clear that it will grow its global operations and manage its expansion responsibly with respect to its corporate culture by observing the following; It will conserve the natural environment and protect all the resources of its host countries and the consuming communities. It will provide high quality jobs with good benefits through the employee training in the new communities, and provide the work environment which protects the health and the safety of the employees, customers, contractors, and the general public. It will always communicate its expectations to its suppliers and work in collaboration with its employees to promote high standards of work and behavior. It will maintain respect to the laws, values and the culture of its host countries. Ensuring positive contribution to the community, both individually and organizationally. As a competitive employer DELL provides the following; Meaningful working conditions characterized by a safe, secure and very healthy environment, high quality jobs with very competitive benefits, Job opportunities for further training and professional advancement which is open to every employee, Reward its employees based on the performance results and their contribution both to its business and the community, it will create a workplace which values diversity. DELLS approach to diversity is mainly defined by its recognition of both the similarities and differences in addition to its inclusiveness, respect and the corporate culture which allows the individuals to make positive contribution to their potential. In cases where DELL will establish its business in the new locations, it will give maximum support to the local authorities in order to provide jobs and create numerous employment opportunities through the following It will create new opportunities for its qualified individuals that are either unemployed or underemployed; It will provide the ongoing on-the-job training programs and the professional growth opportunities. Instill a culture of the best performers does best Develop a breed of knowledgeable the workers. Address the digital divide through the provision of the community-based education to the youths. It will ensure minimized disruptions to its employees in case their jobs are changed, if they have been relocated or eliminated as Dell builds the global presence by Providing fair notification in regard to the employment changes, Strive by retaining and placing the employees with good performance by promoting them to new positions in the company, Work closely with the stakeholders in order to ease the transition from Dell to the next employment opportunity for employees who prefer to seek career opportunities outside of the Dell company. Seek to ensure that any disruption caused to the communities in which Dell employees experiences job changes is minimized. DELL is determined to ensure that its suppliers around the world understands and embraces the high standards of ethical behavior by treating their employees with high dignity and respect, its therefore a requirement that all the suppliers should partner up and adhere to Dells supplier principles or the industrial principles as outlined in the Electronic Industry Code of Conduct. To achieve this DELL will play an active role in the industrial group developing and the promotion code of Ethics. It will also continually solicit and make reviews for the feedback of the stakeholder organizations. DELL will also work with the local authorities in every region of its operation and stakeholders to by understanding the community priorities and draft means of how it can play the role of addressing the community environmental issues. It will make it possible for its employees to make the difference in the community affairs through volunteerism and support of the non-profit organizations. DELL ensures faster response in the case of the natural disasters. It has also Leveraged its Foundation and its corporate commitment to equip the youths for the digital economy. Environmental influences on DELL its ability to achieve its objectives and deal with competitors. Environmental factors have both positive and negative impacts on the industry and the market growth potential of the product/service. The following environmental factors affect the global operations of DELL, The Government actions Government actions, be it current or under consideration have on several occasions affected DELL by either supporting or detracting its strategy. This is in the consideration of the subsidies, safety, efficacy and the operational regulations, the licensing requirements, restrictions to the access to materials and the price controls. The demographic changes, anticipation in the changes of the demographic environment also impacts to the growth of the potential of the industry and the market.The emerging technology, the technological changes may not favor the actions of DELLs enterprise. The cultural trends, the cultural changes such as the fashion trends and the life style trends may not support DELLs offering to penetrate the market. DELL operates within the larger framework of the external environment which shapes the opportunities and poses the threats to the companies. The external environment is a conglomeration of complex, and rapidly changing institutions and the forces that affect the organizations ability to serve the customers. The external forces are not controlled by the organization; these forces may be greatly influenced or affected by the organization. Therefore, it is necessary for the Companies such as DELL to understand the environmental conditions because they affect their strategic decisions. The external environment has major impacts on the determination of DELLs marketing decisions. This organization can be successful if it scans its external environment in order to respond to the profitability to of its needs and the target market trends. To adopt into the marketing, it requires the company to provide greater customer values as compared to its competitors. It is impossible for an organization such as DELL to develop a very strong competitive position and strategies without the knowledge of its competitors in terms of their strengths and weaknesses. In view of this three levels of competition have been identified to exist. This include; Direct competitors which are the firms competing for the same customers with the similar products, Product competition which involve the substitute products, and Competition at the level of the consumers purchasing power. Pure competition involves many firms, with each selling identical products, but neither of them is powerful. The monopolistic competition has many firms which are selling slightly differentiated products. Oligopoly is a very small number of firms selling its products, it can act collusively. Monopoly is where a single firm sells in the market for without the substitutes. DELLs economic environment is made up of the factors that affect its consumer purchasing power and the spending patterns. The economic factors include the business cycles, inflation rates, unemployment levels, the interest rates, and the amount of the income. The Changes in the economic variables have significant impacts on the marketplace. For example, the income affects the consumer spending which in turn affects the sales for the organizations. Demographics factors identify the marketers their current and potential customers, the location of the customers, and how many customers are able to buy what the marketers are selling. Generally, Demographic factors involve the human populations in reference to size, density, the location, age, sex, race, the occupation, and other statistical aspects. The Changes in the demographic environment can affect DELL by resulting into the significant opportunities and the cultural threats which presents themselves to the organization. The major trends for the marketers in the demographic environment may include the worldwide population explosion, changing of the age structure, ethnic groupings and the educational mix, the emergence of new types of households; and the geographical shifts in the population. The Social/cultural forces are somehow difficult and uncontrollable variables to predict. It is therefore of great importance for DELL as the marketers to understand and appreciate all the cultural values of the environment under which they operate. The cultural environment consists of the forces which affect the societys basic values, its perceptions, and the preferences, the values and beliefs which include equality, level of achievement, the youthfulness, efficiency, the practicality, the self-actualization, freedom, the humanitarianism. The changes in the social/cultural environment tend to affect the customers behavior, which in turn affects the sales of the products. DELL being the producer of electronic gadgets it must be aware of the trends in the cultural environment including the individual changes in personal views of themselves, and the world around them and the movement towards the self-fulfillment. The aim of this section of the paper was to examine the environment and its effects to DELL, the ecosystem refers to the natural systems and the resources that are needed as the inputs by the marketers or affects that the marketing activities have. The environmental concern about the physical environment has been intensified due to the climatic changes. The environmental consciousness is significant to DELL to the sensitivity associated with the electronic waste disposal. To avoid the shortages in the raw materials, DELL can make use of the renewable resources (such as forests) and alternatives (such as solar and wind energy) for nonrenewable resources. It can also limit the energy consumption of its products by increasing the efficiency. DELL can also built Goodwill by voluntarily engaging in the anti-pollution activities and the conservation of the natural resources. Dell will help protect the natural environment by: Considerations on how it will devise the means for minimizing the environmentally sensitive materials, optimization of energy consumption by its products, and promotion of the dematerialization in its product designs. Minimization of the environmental impacts on the communities where DELL has its facilities can be achieved by the implementation of the programs which reduce the wastes, enhance the conservation of the resources, and prevent the pollution. DELL also provides the easy and affordable recovery of the solutions for end of life products from its customers, including the re-use program which benefits the non-profits and the underserved communities. DELL also prohibits the export of the electronic waste to developing nations. Dell adheres to the stringent standards for the product safety to protect its customers. DELL has also revised its policies to protect the critical technology by complying with all laws as laid down by the United States and those of other countries which concerns the imports or exports of the products/ services, the software packages and technology, this also includes the regulations which restrict the sale of the advanced technologies to rogue or organizations. (Peter, 2011) Dell respects its customer privacy all over the world through the restricting the collection, storage and illegal use of personal details or private information to specific the purposes such as the processing of purchases, provision of the services and support, and the sharing of its products/service and its news with the customers.

Kiss Bow or Shake Hands Essay -- Essays Papers

Kiss Bow or Shake Hands The book Kiss, Bow, or Shake Hands, is written specifically with those doing international business in mind. It is essentially a guide to over sixty countries and an explanation of their society and cultural customs. Knowledge of those with whom you are doing business not only can help avoid costly blunders it can also give you an advantage when dealing with them. The authors identify that there are three main factors that effect how people act, think, and make decisions. The first is religion, in some countries faith plays an important role in all areas of life in the culture of the country and can influence many of their customs and behavior. The second factor is that of fact. In many countries their greatest desire is to find the best deal and the best product or services. The final factor is feeling, if a culture is based on feelings the people will conduct business accordingly. For example it would be essential to make a personal connection with this type of individual. The rest of the book is spent discussing each of the countries in detail. For each country the authors give a brief explanation of the history of the culture. Then they give tips on what each country expects from a visiting businessman. This includes tips on whether or not it is okay to be late for meetings, proper behavior during a business lunch or dinner, and how to properly address people you come in contact with during your business trip. They also give a guide t...

Genre fiction

Subsets of genres, known as common genres, have developed from the archetypes of genres in written expression. The common genres included in recommended Literature from kindergarten through Grade Twelve by the CaliforniaDepartment of Education are defined as:[1] * Drama – stories composed in verse or prose, usually for theatrical performance, where conflicts and emotion are expressed through dialogue and action * Fable – narration demonstrating a useful truth, especially in which animals speak as humans; legendary, supernatural tale * Fairy tale – story about fairies or other magical creatures, usually for children * Fantasy – fiction with strange or other worldly settings or characters; fiction which invites suspension of reality * Fiction narrative – literary works whose content is produced by the imagination and is not necessarily based on fact * Fiction in verse – full-length novels with plot, subplot(s), theme(s), major and minor charact ers, in which the narrative is presented in (usually blank) verse form * Folklore – the songs, stories, myths, and proverbs of a people or â€Å"folk† as handed down by word of mouth.Historical fiction – story with fictional characters and events in a historical setting * Horror – fiction in which events evoke a feeling of dread and sometimes fear in both the characters and the reader * Humor – Usually a fiction full of fun, fancy, and excitement, meant to entertain and sometimes cause intended laughter; but can be contained in all genres * Legend – story, sometimes of a national or folk hero, that has a basis in fact but also includes imaginative material * Mystery – fiction dealing with the solution of a crime or the unraveling of secrets * Mythology – legend or traditional narrative, often based in part on historical events, that reveals human behavior and natural phenomena by its symbolism; often pertaining to the actions o f the gods * Poetry – verse and rhythmic writing with imagery that creates emotional responses * Realistic fiction – story that is true to life * Science fiction – story based on impact of actual, imagined, or potential science, usually set in the future or on other planets * Short story – fiction of such brevity that it supports no subplots * Tall tale – humorous story with blatant exaggerations, swaggering heroes who do the impossible with nonchalance Common genres: nonfiction* Biography/Autobiography – Narrative of a person's life. A true story about a real person. * Essay – A short literary composition that reflects the author's outlook or point. * Narrative nonfiction – Factual information presented in a format which tells a story. * Speech – Public address or discourse. * Textbook – Authoritative and detailed factual description of a topic. Literary fiction vs. genre fiction Literary fiction is a term used t o distinguish certain fictional works that possess commonly held qualities that constitute literary merit. Genre works are written with the intent of fitting into a specific literary genre in order to appeal to readers and fans already familiar with that genre.Literary fiction may fit within a classification of market fiction, but also possesses generally agreed upon qualities such as â€Å"elegantly written, lyrical, and †¦ layered† that appeals to readers outside genre fiction. Literary fiction has been defined as any fiction that attempts to engage with one or more truths or questions, hence relevant to a broad scope of humanity as a form of expression. There are many sources that help readers find and define literary fiction and genre fiction. Literary element A literary element is an element found in the whole works of literature. Literary elements are not â€Å"used† by all authors; instead, they exist inherently in forms of literature and are derived by the readers of a work in question.[1] This distinguishes them from literary techniques, which are less universal and are used intentionally rather than being emergent characteristics of a literary work. For example, characterization, conflict, setting, and point of view would be considered literary elements, whereas irony or foreshadowing are considered literary techniques. Literary elements are most frequently used to help discussion on a work or better understand a work of literature. For instance, the New York State Comprehensive English Regents Exam requires that students utilize and discuss literary elements relating to specific works in each of the two essays,[2] much like many other state-level high school exams nationwide.

Move And Position Individuals In Accordance With Their Plan Of Care

When i work with a client with different conditions, this effects how i support them to move and change positions. A client with dementia who is confused might not understand what we are saying and when we are supporting her to move, so we have to show the client by our actions and take time to do this. Clients with arthritis have to be supported to move gently as they may be in a lot of pain and positioning or moving may be uncomfortable. An individual that has had a stroke might have one arm or leg stronger than the other, so this needs to be taken into account when weight bearing or moving so as to avoid putting pressure on the weak side and resulting in the client falling.Legislation that is relevant includes the Management of Health and Safety at Work Regulations; this iintroduced the requirement for risk assessments, risks when moving and handling clients must be assessed, acted on and reviewed; also all staff must be trained in moving and handling. The Manual handling Operatio ns Regulations for employers states that they must carry out risk assessments for all moves and reduce the risk of injuries from happening and avoid dangerous moving and handling; the employees' responsibilities include using all equipment as trained to do so, follow all health and safety working practices and putting themselves or other staff at risk, reporting any hazards or risks to their employer.Agreed ways of working mean that employers must have work place policies and procedures for moving and handling; these must be explained to staff and staff provided with training and supervision. it is also important that all employees, read these procedures and if they do not understand they attend training.Before moving or positioning a client, i have to take responsibility for the health and safety of the service user, others and myself and while doing this adhere to the organisational policies in place and meet all health and safety obligations. I only move and positions clients whe re I have had training to do so. I do this by ensuring that I am wearing appropriate clothing and foot wear when I move a client or am supporting them to change position to avoid any risk of being harmed; for example when using a hoist IÂ  must not wear open shoes or sandals.I also make sure that I do a manual risk assessment before performing any move or re-position. I do not use any equipment that I have not been trained to use and I check that there is enough space around me to carry out the move. All equipment needs to be checked that it is working correctly, if a hoist that it is charged, and all equipment must be clean and safe to use. I look out for any obstacles, like loose rugs, clothes and move them to one side. It is important the space around me is clean and comfortable. All moving and handling must not be rushed. Infection control is also important, washing of hands before and after and wearing of PPE according to my workplace policy.I also check with the client their needs and preferences and check this against their plan. I then ask the service user for their agreement before the move and make sure I am using the correct equipment, that the sling and hoist are clean and safe to use and the correct ones for the client; these must then be stored away safely to avoid any accidents or them being used for someone else. Also to take into account is whether the client will keep their arms in the sling or whether they may decide not to or may become anxious when being moved.

Thomas Hart Benton essays

Thomas Hart Benton essays Thomas Hart Benton is one of Americas most renowned artists. Benton was famous for his painting style and his murals. Benton believed that art was an excellent way to depict everyday life for everyday people in America. Benton was a champion of the people and rebelled against the rich and powerful. Though he studied the newer art movements of the time such as cubism and modernism he quickly dropped those styles. Benton felt the newer art styles were of no help to him in showing life on the farm and small communities as he grew up in. Benton also felt the modern art styles were not directed to the common person. Benton thought that art should be for everyday people and reflect those peoples lives and lifestyles. Benton was a man who stood his ground as you can see in his expression on his Shelf Portrait. He was determined to express himself his own way. Later he became part of the art movement known as American Regionalism. Regionalists turned their backs on the abstract style of the time. They chose to show the common people and the world around them. Other famous Regionalists include Grant Wood and John Stewart Curry. Regionalists not only showed the world around them, they also depicted historical events. Benton was born in Neosho, Missouri in 1889. He was the son of Congressman Maecerias E. Benton and the grandnephew of Missouris first senator, Thomas Hart Benton, for whom he was named. Benton received his first formal art lessons from the Corcoran Gallery in Washington D.C. while his father served in congress. Later, he attended the Chicago Art Institute, then at the Academic Julien in Paris, France. While in Paris, he studied the old masters and became heavily influenced by the style of El Greco. Benton then returned to the states to work in New York. There he spent several years keeping company with the likes of famous photographer Alfred Stieglitz. ...

Patricia Bath, American Doctor and Inventor

Patricia Bath, American Doctor and Inventor Patricia Bath (born November 4, 1942) is an American doctor and inventor. Born in New York City, she was living in Los Angeles when she received her first patent, becoming the first African-American female doctor to patent a medical invention. Baths patent was for a method for removing cataract lenses using laser devices to make the procedure more accurate. Fast Facts: Patricia Bath Known For: Bath is a pioneering ophthalmologist and the first African-American woman doctor to patent a medical invention.Born: November 4, 1942 in Harlem, New YorkParents: Rupert and Gladys BathEducation: Hunter College, Howard UniversityAwards and Honors: New York Academy of Medicine  John Stearns Medal for Distinguished Contributions in Clinical Practice, American Medical Women’s Association Hall of Fame, Hunter College Hall of Fame, Association of Black Women Physicians Lifetime Achievement AwardNotable Quote: My love of humanity and passion for helping others inspired me to become a physician. Early Life Bath was born in Harlem, New York, on November 4, 1942. Her father Rupert was a newspaper columnist and trader, and her mother Gladys was a housekeeper. Bath and her brother attended Charles Evans Hughes High School in the Chelsea neighborhood of New York City. Bath was deeply interested in science and, while she was still a teenager, won a scholarship from the National Science Foundation; her research at the Harlem Hospital Center resulted in a published paper. Career Bath went on to study chemistry at Hunter College, graduating in 1964. She then moved to Washington, D.C., to complete her medical training at the Howard University College of Medicine. Bath graduated with honors in 1968 and returned to New York to complete specialty training in ophthalmology and cornea  transplant at both New York University and Columbia University. According to an interview she later completed for the U.S. National Library of Medicine, Bath faced many challenges in this early part of her career: Sexism, racism, and relative poverty were the obstacles which I faced as a young girl growing up in Harlem. There were no women physicians I knew of and surgery was a male-dominated profession; no high schools existed in Harlem, a predominantly black community; additionally, blacks were excluded from numerous medical schools and medical societies; and, my family did not possess the funds to send me to medical school. At the Harlem Hospital Center, Bath focused on finding treatments for blindness and visual impairment. In 1969, she and several other doctors performed the hospitals first eye surgery. Bath used her personal experience as a medical professional to publish a paper demonstrating higher rates of blindness among African Americans. Her observations led her to develop a new field of study known as community ophthalmology; it was based on her recognition that blindness was more common among under-served populations both in the United States and around the world. Bath has supported community health initiatives aimed at reducing blindness within these communities through preventative care and other measures. Bath served on the faculty of UCLA for many years before retiring in 1993. She has lectured at many medical institutions, including the Howard University School of Medicine, and published numerous papers about her research and inventions. Cataract Laserphaco Probe Baths dedication to the treatment and prevention of blindness led her to develop the Cataract Laserphaco Probe. Patented in 1988, the probe was designed to use the power of a laser to quickly and painlessly vaporize cataracts from patients eyes, replacing the more common method of using a grinding, drill-like device to remove the afflictions. Baths device is now used around the world to treat patients with blindness. In 1977, Bath founded the American Institute for the Prevention of Blindness (AIPB). The organization supports the training of medical professionals and the treatment of individuals with eye problems around the world. As a representative of the AIPB, Bath has participated in humanitarian missions to developing countries, where she has provided treatment to numerous individuals. One of her favorite experiences in this capacity, she says, was traveling to North Africa and treating a woman who had been blind for 30 years. The AIPB also supports preventative care, including supplying children around the world with protective eye drops, vitamin A supplements, and vaccinations for diseases that can cause blindness. Patents To date, Bath has received five separate patents for her inventions. The first two- both awarded in 1988- relate to her revolutionary cataract probe. Others include: Laser apparatus for surgery of cataractous lenses (1999): Another laser apparatus, this invention provided a way to remove cataracts by making a micro-incision and applying radiation.Pulsed ultrasound method for fragmenting/emulsifying and removing cataractous lenses (2000): This invention uses ultrasonic energy to remove cataracts.Combination ultrasound and laser method and apparatus for removing cataract lenses (2003): A synthesis of Baths two previous inventions, this one uses both ultrasonic energy and laser radiation for even more precise removal of cataracts. The invention also includes a unique optical fiber delivery system for the transmission of the ultrasonic vibrations and radiation. With these inventions, Bath was able to restore sight to people who had been blind for over 30 years. Bath also holds patents for her inventions in Japan, Canada, and Europe. Achievements and Honors In 1975, Bath became the first African-American woman surgeon at the UCLA Medical Center and the first woman to be on the faculty of the UCLA Jules Stein Eye Institute. She is the founder and first president of the American Institute for the Prevention of Blindness. Bath was elected to the Hunter College Hall of Fame in 1988 and was named a Howard University Pioneer in Academic Medicine in 1993. In 2018, she was awarded the New York Academy of Medicine John Stearns Medal for Distinguished Contributions in Clinical Practice. Sources Montague, Charlotte.  Women of Invention: Life-Changing Ideas by Remarkable Women. Chartwell Books, 2018.Wilson, Donald, and Jane Wilson.  The Pride of African American History: Inventors, Scientists, Physicians, Engineers: Featuring Many Outstanding African Americans and More than 1,000 African American Inventions Verified by U.S. Patent Numbers. DCW Pub. Co., 2003.

Breast Cancer in Australian Women

Breast Cancer in Australian Women Breast cancer is most common cancer in Australian women. Breast cancer occurs when the cells lining the breast ducts or lobules grow abnormally and out of control.There are two common broad groups of breast cancers: Pre-invasive: where the cancer cells are still confined to the ducts or lobules of the breast.Invasive: this means the cancer has spread outside the ducts or lobules of the breast into the surrounding tissue. Breast screening is an important element in the response to breast cancer incidence in our communities. Some signs and symptoms to be aware of are: A lump, lumpiness or thickening of the breast tissueChanges to the nipple, such as a change in shape, crusting, a sore or ulcer, redness, unusual dischargeChanges to the skin of the breast, such as dimpling, unusual redness or other colour changesA change to the shape of the breast, including increase or decrease in sizeSwelling or discomfort in the armpitPersistent pain that is not related to your normal menstrual cycle TREATMENT OPTIONS Breast cancer treatment is often a multidisciplinary effort, involving: surgerychemotherapy andradiotherapyThere are different approaches available for all three treatment modalities in terms of technique, treatment regimens and prescriptions. Your team of specialists will discuss and recommend what is best suited for your diagnosis.As an example, for early stage breast cancer breast conserving surgery (lumpectomy) followed by a course of chemotherapy and then external beam radiotherapy is a common and standard treatment approach.External Beam Radiotherapy for Breast Cancer Radiotherapy has a vital role in the management of breast cancer.It is used: In conjunction with surgery (either lumpectomy removal of the tumour itself, or mastectomy removal of the breast, including the tumour)Instead of surgery,In advanced cases of cancer for symptom control (palliation)In each of these scenarios the treatment program is individualised for the patient based on the surgery undertaken, and the pathology and disease staging test results. Sometimes only the breast (or chest) requires radiation and sometimes both the breast and any affected lymph nodes are treated.Routinely radiotherapy treatment is delivered using External Beam Radiotherapy, but brachytherapy is also a viable treatment option for certain patients. Your Radiation Oncologist is the best person to advise you on what treatment is required, how effective the therapy should be, and how the treatment will affect you. AVAILABLE SERVICES All of our Genesis Cancer Care centres are actively involved in breast cancer research and hold joint multidisciplinary clinics where patient cases are discussed by surgeons, radiation and medical oncologists so that optimal overall care and treatment planning can be achieved. These groups of specialist treatment physicians are also supported by pathologists and radiologists who provide important diagnosis reports and investigations.Our treatment centres, in addition to providing the highest quality treatment services make support care via breast nurses and counsellors readily available. Link to Quick Links

Culture Jamming Essay Example | Topics and Well Written Essays - 750 words

Culture Jamming - Essay Example Photoshop and interceptions-counter-messages. Over the years, jammers argue that they usually do not alter ad’s message but are exposing, improving, correcting or rather modifying them. A billboard artist, however, said that an excellent jam does not directly rescript a precisely different meaning but drafts the deeper message of substitute advertisement. Jamming is only a productive act if done to the right of the society; Rodriguez de Granada is an example of a jammer with the well-meant intention of the same. Jamming disagrees with marketing as a one-way conveyance of information; people should have the right to respond to images they did not ask for their display. Rodriguez de Granada , one of the founders of jamming was a highly skilled and innovative jammer. Rodriguez, a 31-year-old man, would be seen in the city of New York altering ads in broad daylight. The reason to why he was not arrested was because he would reason out with the police why he did talking them out of arresting him in a couple of incidences. Rodriguez de Granada jammed for a good course, and unlike other artists, he did not fancy the term guerrilla art but termed it as, citizen art. He believed practicing jamming in daylight was a regular mode of communicating with the society democratically. Rodriguez explains his main reason for jamming was to wipe out advertisers habit to glamorize hard alcoholic products and addictive drugs like tobacco on billboards. Ads on beer and cigarettes featured provocative models that create an enticing image in children’s mind especially those living in the ghettos felt compelled to elope. Rodriguez de Granada argued the importance o f jamming was to the culture at large. He intended his work to be a part of the community’s way of life; he wanted people to engage in his work. Children stood to watch as he transformed ads while others participated e.g. holding the ladder for him while he. He wanted

Cars and Pollution report Assignment Example | Topics and Well Written Essays - 1500 words

Cars and Pollution report - Assignment Example These include during manufacturing, vehicle operation, refueling and also disposal. Not forgetting emissions related to fuel refining and distribution. These pollutions then divide into primary and secondary pollutions. Primary pollutions are those that are emitted directly into the atmosphere while secondary are those resulting from chemical reactions between pollutants and the atmosphere. The major car associated pollutants include; particulate matter, particles of metal and soot which gives smog its murky color. They can deep penetrate into the lungs hence cause a serious risk to human health (Fenger, 2009). Hydrocarbons are also secondary pollutants which in the presence of sunlight, reacts with nitrogen oxide to form ground-level ozone. This gas affects the respiratory system as it causes choking, coughing and reduced lungs capacity at ground level Ozone though useful in the upper atmosphere. (Fenger, 2009) Nitrogen oxide is also a pollutant that weakens the body immunity and cause lung irritation. Other pollutants which are very hazardous to human health include carbon monoxide, sulfur dioxide. Energy sources that have no undesired consequences are called alternative energy. Examples are the nuclear energy and fossil fuels. They are renewable sources and are said to be free from the environment. Their carbon release to the environment is low down; as compared to the usual energy sources they include solar energy, wind energy, biomass energy, geothermal energy and hydroelectric energy sources. The adoption of clean alternative sources such as solar powered cars in conjunction with recycling will guarantee mans continued existence into the 21st century and beyond. (Dresslhous & Thomas, 2001) The alternative energy forms include the below. Solar energy is one of the most use alternative sources of energy in the world. Only 30% of the sunlight meets up human demand, as 70% of it is reflected back into the space. Not

Do you need cosmetic surgery Essay Example | Topics and Well Written Essays - 1250 words

Do you need cosmetic surgery - Essay Example The bonafides of genuine, necessary plastic surgery are, of course, beyond debate. Reconstructive plastic surgery, which is performed to correct functional impairments caused by burns, trauma-induced bone injuries, congenital and developmental abnormalities, such as cleft palates, and abnormalities caused by diseases such as  cancer  or  tumors, is an essential and powerful tool of medical science. It is cosmetic surgery, or its more polished moniker, ‘Aesthetic plastic surgery,’ which is a fraud perpetrated on susceptible women and men by unscrupulous beneficiaries. Cosmetic surgery refers to the use of surgical techniques merely for the purpose of enhancing physical appearance. Cosmetic surgery runs the entire gamut of procedures from rhinoplasty and liposuction, to ‘tummy tucks’ and breast implants. It is medical science which has been corrupted for commercial use. It is a commercial industry, which has more in common with the cosmetic industry of f airness creams and hair colors, than with medical surgical procedures. The need of the hour is to bring cosmetic surgery under a strict regulatory mechanism as it is mere commercial exploitation, involves several risks, and engenders psychological disorders and abnormalities. According to the American Society for Aesthetic Plastic Surgery, Americans spent nearly $10.7 billion on cosmetic procedures in 2010. Since 1997, there has been over 155% increase in the total number of cosmetic procedures. In 2010, there has been more than 1.6 million surgical procedures performed in the US. This in the midst of a recession which sees one of the highest rates of unemployment in the history of the nation! These statistics are convincing evidence of the burgeoning commercial aspect of cosmetic surgery. The ever-increasing reach of the cosmetic surgery industry is the result of a cleverly orchestrated program of advertisement and promotion, aimed at a beauty conscious younger generation. Fox's re ality TV makeover show, "The Swan 2,† was won by DeLisa Stiles after â€Å"she morphed into a beauty queen† (Dittman, APA), with the help of the entire gamut of cosmetic surgery procedures – from face to feet. According to the British Medical Journal, Britons spend over 400 million dollars a year on cosmetic surgery, and it’s one of the most common reasons women give for non-property loans. In the United Kingdom, My Big Fat Plastic Surgery Prize Draw  is a lottery sponsored by a cosmetic surgery group, with ?4,000 worth of surgery of your choice as the prize. Prize draws, loyalty card schemes, divorcee packages, magazine competitions and online deals are all part of the advertising strategy to pull susceptible youth into the money-spinning cosmetic surgery industry (skininc.com). These marketing gimmicks are unscrupulous means of generating profit. The commercial potential of cosmetic surgery has even spawned a tourism industry. ‘Plastic Surgery Pa ckage Tours’ are now being hawked not only by several agencies, but also by governments, such as Thailand. The Tourism Authority of Thailand has promoted cosmetic surgery as it would any commodity – eighty percent of the clientele is foreign (Cullen, Time). Such a blatantly commercial enterprise continues to masquerade as a part of medical science! In aggressively marketing cosmetic surgery as a money-spinning concern, its advocates and beneficiaries conveniently ignore the

Statement of purpose to applying to university Personal

Of purpose to applying to university - Personal Statement Example recognizes that aside from this main personal objective, there is a firm desire to be an instrumental contributor to the development of my native country through this field of study. It was acknowledged that most of the students who reportedly graduated in the last decades focused on literary programs where professional careers in education and providing instructional approach through teaching have been appropriately satiated and addressed. Likewise, as affirmed from the narration of our prophet Mohammed, peace is upon him, when he said that we must look for knowledge everywhere. As such, this advice is put into application through fervent desire for traveling across countries for both leisure and educational pursuit. I believe that through being immersed in different cultures, traditions and languages, I would be able to personally experience and learn about people, arts, communication patterns, and current global trends. In addition, I contend that by travelling, it would provide me with the perfect opportunity to practice speaking and communicating through English, as my second language. Thus, I would like to develop greater proficiency in English through being enrolled in the university in the United States. passion to delve into theories and concepts that integrate courses in biology, as well as in information technology. I recognize that contemporary organizations have applied advanced discoveries in the field of biology, or the study of life; as well as in vast technological advancements in information and the use of computers, the internet, as well as other technical fields. In addition, since graduates from this particular field are still rare in Saudi Arabia, I plan to share the fruits of the knowledge to be gained from the program to my country through helping in its growth and development within this discipline. I am most grateful for the government for according me with a scholarship to enable me to pursue higher education in the United States. As

Out sourcing Essay Example | Topics and Well Written Essays - 1000 words

Out sourcing - Essay Example Originally, outsourcing started as a simple way to cut down on personnel costs by the hiring of sub-contractors to do certain parts of the manufacturing process. This concept later on was expanded to other functions which a sub-contractor is better able to do and at a lower cost. Usually, the outsourced functions are those in the logistics, distribution, delivery and the other parts that usually constitute a supply chain of a large manufacturing or merchandising or any fast-moving consumer goods distribution company. The early sub-contractors were usually located just nearby, maybe in the next town or the next country. Gradually, it expanded to nearby countries (termed as near-shoring) and with the advent of better information technologies and improved means of transport, it later on still came to called as off-shoring (work sent out to faraway countries). The usual jobs outsourced are either back-office functions (accounting, auditing, finance, human resources, legal, etc.) or those with front-office responsibilities like customer service, order taking, sales, etc. The term for it now is business process outsourcing (BPO) which is construed to mean services. Discussion Benefits of Outsourcing - The original rationale or justification for sub-contracting and later on BPO was to cut down costs. When a certain function is outsourced, the usual benefit is transforming fixed costs into variable costs. This lessens the need to invest in infrastructure to increase capacity and at the same time allows the organization to respond more quickly to changes in markets in which it operates. The additional benefit is greater speed of response to sudden changes in the external environment. Perhaps a persuasive argument for outsourcing is to gain a key competitive advantage by allowing the firm to focus on its more core functions and let non-essential administrative functions be performed by an outside third-party supplier. Total global BPO industry is estimated at about $154 billion annually and is considered as a natural extension of the free-trade movement and the globalization of business and industry (Duening & Click, 2005:vii). The organizations using BPO now are more inclined towards to availing themselves of the lowest-cost provider wherever they are located on the world. Big improvements in information technology is largely responsible for a rapid growth of the BPO industry, hence it is sometimes termed as information technology-enabled services (ITES). It now includes content-rich materials such as newsletters, Power Point presentations, video and graphics animations, sales kits, teaching materials, etc. New BPO sub-sectors are knowledge process outsourcing (KPO) and legal process outsourcing (LPO) which is geared towards the production of outputs that are more knowledge intensive. The outsourced industry is growing at an estimated 10-12% compounded annual growth rate and has now expanded to jobs which normally required intensive education and ample technical training. An example is reading, analyzing and interpreting the X-ray and CT (computed tomography) scans of mostly American patients in outsourced business parks located in India, the Philippines and Russia. Outsourcing is a legitimate business strategy to enhance revenues or profits (Sople, 2009:43). As Business Strategy –

Do you need cosmetic surgery Essay Example | Topics and Well Written Essays - 1250 words

Do you need cosmetic surgery - Essay Example The bonafides of genuine, necessary plastic surgery are, of course, beyond debate. Reconstructive plastic surgery, which is performed to correct functional impairments caused by burns, trauma-induced bone injuries, congenital and developmental abnormalities, such as cleft palates, and abnormalities caused by diseases such as  cancer  or  tumors, is an essential and powerful tool of medical science. It is cosmetic surgery, or its more polished moniker, ‘Aesthetic plastic surgery,’ which is a fraud perpetrated on susceptible women and men by unscrupulous beneficiaries. Cosmetic surgery refers to the use of surgical techniques merely for the purpose of enhancing physical appearance. Cosmetic surgery runs the entire gamut of procedures from rhinoplasty and liposuction, to ‘tummy tucks’ and breast implants. It is medical science which has been corrupted for commercial use. It is a commercial industry, which has more in common with the cosmetic industry of f airness creams and hair colors, than with medical surgical procedures. The need of the hour is to bring cosmetic surgery under a strict regulatory mechanism as it is mere commercial exploitation, involves several risks, and engenders psychological disorders and abnormalities. According to the American Society for Aesthetic Plastic Surgery, Americans spent nearly $10.7 billion on cosmetic procedures in 2010. Since 1997, there has been over 155% increase in the total number of cosmetic procedures. In 2010, there has been more than 1.6 million surgical procedures performed in the US. This in the midst of a recession which sees one of the highest rates of unemployment in the history of the nation! These statistics are convincing evidence of the burgeoning commercial aspect of cosmetic surgery. The ever-increasing reach of the cosmetic surgery industry is the result of a cleverly orchestrated program of advertisement and promotion, aimed at a beauty conscious younger generation. Fox's re ality TV makeover show, "The Swan 2,† was won by DeLisa Stiles after â€Å"she morphed into a beauty queen† (Dittman, APA), with the help of the entire gamut of cosmetic surgery procedures – from face to feet. According to the British Medical Journal, Britons spend over 400 million dollars a year on cosmetic surgery, and it’s one of the most common reasons women give for non-property loans. In the United Kingdom, My Big Fat Plastic Surgery Prize Draw  is a lottery sponsored by a cosmetic surgery group, with ?4,000 worth of surgery of your choice as the prize. Prize draws, loyalty card schemes, divorcee packages, magazine competitions and online deals are all part of the advertising strategy to pull susceptible youth into the money-spinning cosmetic surgery industry (skininc.com). These marketing gimmicks are unscrupulous means of generating profit. The commercial potential of cosmetic surgery has even spawned a tourism industry. ‘Plastic Surgery Pa ckage Tours’ are now being hawked not only by several agencies, but also by governments, such as Thailand. The Tourism Authority of Thailand has promoted cosmetic surgery as it would any commodity – eighty percent of the clientele is foreign (Cullen, Time). Such a blatantly commercial enterprise continues to masquerade as a part of medical science! In aggressively marketing cosmetic surgery as a money-spinning concern, its advocates and beneficiaries conveniently ignore the

Out sourcing Essay Example | Topics and Well Written Essays - 1000 words

Out sourcing - Essay Example Originally, outsourcing started as a simple way to cut down on personnel costs by the hiring of sub-contractors to do certain parts of the manufacturing process. This concept later on was expanded to other functions which a sub-contractor is better able to do and at a lower cost. Usually, the outsourced functions are those in the logistics, distribution, delivery and the other parts that usually constitute a supply chain of a large manufacturing or merchandising or any fast-moving consumer goods distribution company. The early sub-contractors were usually located just nearby, maybe in the next town or the next country. Gradually, it expanded to nearby countries (termed as near-shoring) and with the advent of better information technologies and improved means of transport, it later on still came to called as off-shoring (work sent out to faraway countries). The usual jobs outsourced are either back-office functions (accounting, auditing, finance, human resources, legal, etc.) or those with front-office responsibilities like customer service, order taking, sales, etc. The term for it now is business process outsourcing (BPO) which is construed to mean services. Discussion Benefits of Outsourcing - The original rationale or justification for sub-contracting and later on BPO was to cut down costs. When a certain function is outsourced, the usual benefit is transforming fixed costs into variable costs. This lessens the need to invest in infrastructure to increase capacity and at the same time allows the organization to respond more quickly to changes in markets in which it operates. The additional benefit is greater speed of response to sudden changes in the external environment. Perhaps a persuasive argument for outsourcing is to gain a key competitive advantage by allowing the firm to focus on its more core functions and let non-essential administrative functions be performed by an outside third-party supplier. Total global BPO industry is estimated at about $154 billion annually and is considered as a natural extension of the free-trade movement and the globalization of business and industry (Duening & Click, 2005:vii). The organizations using BPO now are more inclined towards to availing themselves of the lowest-cost provider wherever they are located on the world. Big improvements in information technology is largely responsible for a rapid growth of the BPO industry, hence it is sometimes termed as information technology-enabled services (ITES). It now includes content-rich materials such as newsletters, Power Point presentations, video and graphics animations, sales kits, teaching materials, etc. New BPO sub-sectors are knowledge process outsourcing (KPO) and legal process outsourcing (LPO) which is geared towards the production of outputs that are more knowledge intensive. The outsourced industry is growing at an estimated 10-12% compounded annual growth rate and has now expanded to jobs which normally required intensive education and ample technical training. An example is reading, analyzing and interpreting the X-ray and CT (computed tomography) scans of mostly American patients in outsourced business parks located in India, the Philippines and Russia. Outsourcing is a legitimate business strategy to enhance revenues or profits (Sople, 2009:43). As Business Strategy –

Language and memory Essay Example for Free

Language and memory Essay Limitations with the study included the sample range being too small. This means that it is difficult to make generalisations because 20 undergraduate students cannot possibly be representative of the sample population. In order to improve the experiment, a wider sample range could be used, including people from different age groups and ethnic backgrounds. Another limitation was gender bias. The driver in the vignette was male which could have meant that male participants may have been more sympathetic to him when giving an estimation. If a female character had been used, the results may have been different. This could be improved by using two sample groups, both with female characters, but again with either the smashed into condition or bumped into condition. The results of this and previous studies have a number of implications in todays society. Loftus and Palmers work (1974), showed how changing a verb in a sentence, can alter eyewitness recall of a car accident. These findings have major implications for the Legal Justice Systems. In a study by Rattner (1988), a review of 205 cases of wrongful arrest showed that 52% of the cases were associated with mistaken eyewitness testimonies. These results highlighted the unreliability of eyewitness testimony. Other studies have demonstrated that witnesses sometimes cannot attribute memory to its appropriate sources, or that they make source attribution errors. When witnesses get information from other witnesses and from the police, then their own recollection is likely to be contaminated (Fisher, 1995). This is yet further evidence suggesting that there should be less dependence on eyewitness testimony, and with the arrival of advanced gene technology, it is now possible to use alternative sources of evidence. References Carlson, N. R., Buskist, W., Martin, G. N. (2000). Psychology The Science of Behaviour, 266-267 Loftus, E. F. and Palmer, J. E. (1974). Reconstruction of automobile destruction: an example of the interaction between language and memory. Journal of Verbal Learning and Verbal Behaviour, 13, 585-589. Fisher, R. P., (1995). Interviewing victims and witnesses of crime. Psychology, Public Policy, and Law, 1(4), 732-764.  Nisha Ghei Eyewitness Practical

Coca Cola And Its Activities Marketing Essay

Coca Cola And Its Activities Marketing Essay Abstract This report takes the reader through Coca-cola and its activities and how it has been able to maintain sales despite the economic recession. It examines how three aspects of consumer behaviour -motivation, attitude, the buying process have an effect on the sales of Coca-cola within the Europe market and thereby immune to the economic recession. Chapter one gives a background into Coca-colas history and operations both in the national and international market. It also presents an overview of the soft drink industry in Great Britain, concentrating on Coke as an industry leader. It further talks on the economic recession and its effect on Great Britain. Chapter two discusses three consumer behaviour aspects motivation, attitude and the buying process- on how it made the coca-cola industry immune to the economic recession in the Great Britain. The conclusion of this paper ends with a summary that discusses the whole paper and propose recommendations for the brand as a whole. CHAPTER ONE 1.0 Introduction A consumer is a person who spots a need or desire, and then looks for the best way to satisfy his or her need either by purchase or acquisition (Solomon et al, 2010). Consumer behaviour as defined by Solomon et al (2006) is the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy needs or desires. Customer retention is vital these days and organisations are looking for the best way to please and satisfy the interest of their consumers. According to Fill (2009), the understanding of the buyers behaviour makes marketing strategies and plan come out successful. The Coca-Cola Company is soft drink industry that has been able to build its brand loyalty with its consumers over its years of operation, despite the highly competitive market (Euromonitor, 2010). But this success would not have been realistic without understanding who the consumer is, what the consumer needs and how the consumer behaves. The Econo mic recession was a trying time for companies which led to the closures of some and loss for majority, the soft drink industry is not an exception and Coca- cola which falls under the soft drink industry will be analysed on how effective the management of their consumers was to in ensuring their survival in the recession. 1.1 A brief summary of The Coca- Cola operations The Coca-Cola Company (TCCC) is the largest manufacturer, distributor and marketer of non alcoholic beverage, concentrates and syrups in the world. Coca-cola has a portfolio of more than 3,300 beverages, from diet and regular sparkling beverages to still beverages such as 100 percent fruit juices and fruit drinks, waters, sports and energy drinks, teas and coffees, and milk-and soy-based beverages, which are now sold in more than 200 countries in the world. (Coca-cola, 2010). ) Coca- cola first got to Britain in the year 1900, after Charles Candler brought a jug of syrup along on a visit to England. Soon after, in the early 1920s, it went on sale at the London Coliseum and in Selfridges. Since then coca-cola Britain has come up with innovative soft drinks namely: Coca-cola; Diet Coke; Coca-cola zero; Sprite; Sprite zero; Fanta;Fanta Zero; 5 Alive; Schweppes; Schweppes zero; Powerade; Powerade zero; Kia ora; Kia ora(no added sugar); Dr. Pepper; Dr. Pepper zero; Lilt; Lilt Zero; Oasis; Oasis extra light; Glaceau vitamin water and Relentless. (Coca-cola, 2010) With about 4,650 employees, Coca-cola GB claims to have sold 228million cases in 2008. Pic. 1.1 The Coca-Cola Company Great Britain brands Available on this link- http://www.coca-cola.co.uk/brands/ 1.2 An overview of the soft drink industry in Great Britain Mintel (2010) stated that close to one-quarter of companies in the UK soft drinks market is growing at more than 10% per year. Some of the main players in the UK soft drink industry include Coca-cola, Pepsi cola UK, Tropical UK, Nestle UK etc to mention but a few. The British Soft Drinks Associations 2010 UK Soft Drinks Report found that the overall market grew by 1.7% in 2009, with total consumption reaching 14,140 million litres, at a retail value of  £13.224 billion (Mintel, 2010). The British Soft Drinks Assocaition (2010) stated that it was encouraging to see that the soft drinks market was holding up during the economic downturn. According to mintel (2010), for the second year running, Coca-cola topped interbrands best global brands table, placing it above its competitors in the soft drink industry. The coca-cola company has continued to focus on expanding its business through taking tactical places in niche soft drinks producers, by purchasing a stake in UK smoothie producer , Innocent Drinks (Euromonitor, 2010). 1.3 The recession in United Kingdom Recessions occur during the down or contraction phase of the business cycle. The term business cycle refers to the familiar ups and downs of economic activity. (Pearce and Michael 2006). Furthermore, Pearce and Micheal (2006) opined that recessions cause significant declines in resources available to the firm because customers spend less, lenders lend less, and competitive rivalry increases. Initially, the behaviour of consumers changes during recessions. They have less money to spend and cut back personal spending in response to the overall decline in economic activity. Industrial and business customers may become disloyal, demand renegotiated contract terms, and alter purchase patterns. Also by Pride and Ferrell (1995), recession is a stage in the business cycle during which unemployment rises and total buying power declines, stifling both consumers and business peopless propensity to spend. The UK economy was growing faster than the average for the Euro zone throughout most of this decade. However, an abrupt slowdown began in 2008 and the economy entered a recession in the third quarter. According to Euromonitor (2010), real GDP fell by 4.9% in 2009, making this the UKs longest post-war recession. The UK has been harder hit than many countries because of its large financial sector. The fiscal position has deteriorated over the past several years. The deficit was pushed even higher as a result of the bailout of large banks. The number of unemployed also rose by 50% during the recession with 800,000 jobs being lost (Euromonitor, 2010). The recession led to business closures, job losses and a lack of employment opportunities in the UK (Athey, 2009). This first global recession in the new era of globalization, started in the US, spread to Europe, and eventually became global; its the worst economic crisis since the great depression. (Stiglitz, 2009). 1.4 The Coca-Cola Company and the recession TCCCs gross profit margin decreased to 64.2 percent in 2009 from 64.4 percent in 2008, primarily due to foreign currency fluctuations, unfavourable geographic mix as a result of growth in their emerging and developing markets, and current focus to drive greater affordability initiatives across many key markets, unfavourable channel and product mix in certain key markets, and the sale of certain bottling operations in 2008 (Coca-cola, 2010). Even though there was a slight decrease (0.2%) in their profit margin compared to the previous year, TCCC arguably performed well despite the economic downturn. Coca-cola unit case volume is one of the measures of the underlying strength of the Coca-Cola system because it measures trends at the consumer level. In Europe, the sales volume of year ended 2009 versus year ended 2008 shows that the unit case volume in Europe decreased 1 percent, primarily attributable to the ongoing difficult macroeconomic conditions throughout most of Europe. These difficult macroeconomic conditions impacted a number of key markets and contributed to unit case volume declines of 8 percent in South and Eastern Europe, 4 percent in Iberia and 2 percent in Germany. The volume declines in these markets were partially offset by 6 percent unit case volume growth in France and 4 percent growth in Great Britain.(Coca-cola, 2010). Great Britain which is the main focus of this study has shown that the recession did not affect the sales volume. Table below shows the financial data of The Coca-cola Company year ended December. Table 1.1- Financial overview of The Coca-Cola Company Year Ended December 31, 2009 2008 2007 2006 2005 (In millions except per share data) SUMMARY OF OPERATIONS Net operating revenues $ 30,990 $ 31,944 $ 28,857 $ 24,088 $ 23,104 Net income attributable to shareholders 6,824 5,807 5, 981 5, 080 5, 872 GROSS PROFIT 19,902 20,570 18,451 GROSS PROFIT MARGIN 64.2% 64.4% 63.9% PER SHARE DATA Basic net income $ 2.95 $ 2.51 $ 2.59 $ 2.16 $ 2.04 Diluted net income 2.93 2.49 2.57 2.16 2.04 Cash dividends 1.64 1.52 1.36 1.24 1.12 BALANCE SHEET DATA Total assets $ 48,671 $ 40,519 $ 43,269 $ 29,963 $ 29,427 Long-term debt 5,059 2,781 3,277 1,314 1,154 1.5 Scope of Study The interest of this study lies mainly with The Coca-cola Company, focusing on Coca-cola Great Britain as the scope of study. This study also examines the level at which the recession affected the sales in coca-cola and the consumers attitude towards the purchase of coca-cola. 1.6 Definition of terms/operational definitions To avoid ambiguity and distortions in meaning, the following terms are being described. Ltd Limited Unit case-means a unit of measurement equal to 192 U.S. fluid ounces of finished beverage (24 eight-ounce servings); (Coca-cola, 2010) Unit case volume- means the number of unit cases of Company beverage products directly or indirectly sold by the Company to customers. (Coca-cola, 2010) TCCC- The Coca-Cola Company CHAPTER TWO 2.0 Key Consumer Behaviour Aspects According to British Soft Drinks Association, (2010), Consumers are loyal to the drinks they know and trust but remain open to innovative products and brand extensions which meet their ever-evolving needs. The industrys ability to provide the public with a wide range of enjoyable and affordable drinks will ensure it remains resilient despite the tough economic climate. Three key consumer aspects have been carefully selected from Jiang (2010) as explained in the Consumer Behaviour Lectures; The following aspect of the consumer behaviour may have influenced the continuous purchase of coca-cola products despite the economic downturn- the buying process, attitude and motivation. 2.1 The Buying process A buying decision making process is the selection of an option from two or more alternative choices (Jiang, 2010). Coca-colas consumers can be explained in Consumer as a Problem Solver (Habitual Decision Maker). A habitual decision maker makes choices that are characterised by an impulse made with little effort and without conscious control (Solomon et al, 2006). Coca-colas brands are low involvement products and so require little information search. Most decisions made by people who consume coca-cola are with little or no conscious effort. Coca-cola consumers purchase Coke for example based on a habit that has been formed over time. Also the Evaluation of alternatives can be used to explain the brands resistance to the recession, much of the consumers effort that goes into a purchase decision develops at the stage in which a choice must be made from the accessible alternatives (Solomon et al, 2006). In many cases, there are a number of alternatives (such as water, soft drink or alcohol) a consumer could consider in satisfying a biogenic need, i.e. to conquer thirst. A consumer that has formed a habit overtime to purchase Diet Coke for example will always have in mind a diet coke whenever hes thirsty. The choice a consumer makes over other alternatives is determined by the product qualities. Branding can also be an influence on the evaluation of alternatives. In a survey of Global Brands, Inter Brand and Business Week identified the significance for companies to create communities around their products and services, which gives the customers the opportunity to feel as if they own the brand (Solomon et al, 2006). Fill (2009) also supported that as a brand becomes established with a buyer, so the psychological benefits of ownership are preferred to competing offerings, and a form of relationship emerges Coke is not only seen as a drink by its consumers, but seen in the light of its heritage and relationship with them( Payne,2007). Brands also create impressions and strong feelings so much that when people see the coke bottle with its red label, and the content, people suddenly feel thirsty and the need to have a drink (Riesenbeck and Perrey, 2007) According to Mintel, (2010), the Interbrand ranked Coca-cola as the number one global brand in the year 2009 and 2010 respectively. Brands can influence a consumers choice in a decision making process, in a study conducted, 51percent of consumers preferred Pepsi over Coke , while in an open test, only 23percent preferred Pepsi over coke(Jenkinson, 1995). In my opinion, Coca-cola consumers have developed a relationship with the brand, which makes the m to choose coca-colas brands amongst all other alternatives even in a recession. The economic downturn did not affect consumers choices, habits did not change despite the recession; coca-cola consumers did not change their product preferences because a habit has been formed over time. Table 2.1 Buying Decision making process Evaluations After purchase behaviour/feeling Involvement Information search Need recognition Need Purchase Decision Identity Alternatives Source- (Jiang, 2010) 2.2 Attitude Formation and change Attitude is a persons learned predisposition, tendency to respond to an object in a consistently favourable or unfavourable way (Allport, 1935) as cited by (Jiang, 2010). An attitude formed, lasts over a period of time, an attitude towards what a person eats or drink or developing an attitude towards different brands (such as drinking diet Coke rather than drinking diet Pepsi) or also having an attitude towards a general consumption pattern(such as eating twice to eating once in a day) (Solomon et al, 2006). The Utilitarian Function which is related to the basic principles of reward and punishment will be used to explain why TCCC was not entirely affected by recession. Attitudes are formed based on the presumed product qualities (either pleasure or pain) (Solomon et al, 2006). Attitudes influence a consumers decision making and the goal of a marketer is always to create a positive attitude towards a product or change existing attitudes (Fill, 2009). In a recent research conducted by TCCC to evaluate consumers attitudes towards its brands, it revealed that coca-cola is the brand most associated with happiness (Coca-cola, 2010). The result of the survey revealed that over a half of the people that participated in the research said its the taste that makes them smile others said sharing a bottle of coca-cola with family and friends can provide an opportunity to spend time together (Coca-cola, 2010). Coca-cola consumers have developed an attitude overtime, so the recession would not change their product preference but might just alter their consumption pattern (such as reducing the intake of one three bottles per day to two bottles per day). The theme of the TCCC also stresses straight forward benefits (Coca-cola.Open Happiness). Attitudes towards coca-cola could also be formed by the yearly coca-cola adverts, as supported by Pearce and Micheal (2006) aggressive marketing campaigns may be more effective during recessions, as competitors feeling the pinch might attempt to forestall losses by reducing their advertising. During the recession, TCCC, engaged in massive paid advertising to reinforce their brands in the minds of the consumers. Also towards the end of each year, coca-cola does an advert, using the Christmas theme to convey its message to its viewers. The viewers feelings about the context in which an advertisement appears can also influence brand attitudes (Solomon et al, 2006). Liking this Christmas themed adverts would naturally link us to Attitude Formation (three hierarchies of effects), Affect, Behaviour and Beliefs. Affect (like the brand), behaviour (buy the brand), belief (feel satisfied with the brand) or belief (create awareness of the brand), behaviour (buy the brand), affect (like the bra nd) or belief (create awareness of the brand), affect (like the brand), behaviour (buy the brand). Attitude formed over time influences a consumers purchase behaviour, in spite of the recession, it can be argued that the attitude of the coca-colas consumers did not change, and there was a continual process in consumers purchase pattern. Coca-cola was not so affected by the recession because of the consumers attitudes towards their products Table 2.2 Three Hierarchies of Effects Attitudes based on cognitive information processing Affect Attitudes based on behavioural learning processes Behaviour Behaviour Behaviour Beliefs vvv Beliefs vvv Beliefs vvv Attitudes based on hedonic consumption Affect Affect Source- (Jiang, 2010) 2.3 Motivation Motivation is the driving force within individuals that impels them to action, this driving force is produced by a state of tension which exists as the result of an unfilled need (Jaing 2010). Every action is done for a reason. Motivation refers to the process that cause people to behave as they do, motivation occurs when a need (Utilitarian-consumers practical benefits or Hedonic-consumers emotional benefits) is aroused that the consumers wishes to satisfy. The desired end- state is the consumers goal. The degree of arousal is called a drive (Solomon et al, 2006). The purpose of purchasing a drink would be to satisfy a biogenic need, i.e. to conquer thirst. For a consumer to now choose a diet coke because hes thirsty is called psychogenic. Coca-cola motivates its consumers through its themed message (Open Happiness), and this can be explained in the hedonic needs (Consumers emotional benefits) The survey TCCC conducted for their consumers shows that the taste of coca-cola makes them happy. What motivates a consumer might be different compared to the other consumer. A regular coke consumer willing to reduce his sugar consumption will be happy to switch to coke zero which has no sugar and less calories. Also viewing it from the Consumer involvement angle, TCCC also motivates its consumers by connecting with millions of them every day through their brands Facebook pages, Twitter and influential blogs, creating a dialogue that allows TCCC to build their brand assets and strengthen their consumer relationships. Solomon, (2006) defines involvement as a persons perceived relevance of the object based on his/her inherent needs, values, and interests. Through this Fans page on facebook, consumers can access their advertisements, Coca-Cola applications and downloads, and get live updates from the Company. Also TCCC involves their consumers through the Coca-Cola Freestyle, this makes the consumers beverage innovators by giving them choices and variety to make more than 1 00 different branded beverages at the touch of a button, this provides fun, and a relationship that connects the company with its consumers. (Coca-cola, 2010). The recession did not really affect TCCCs sales because of the motivation TCCC tries to create and the relationship they have been able to build with their consumers. CONCLUSION 3.1 Conclusion Understanding consumers behaviour is key for a successful company; marketers need to deepen their research on their consumers because the consumers are becoming aware of the important role they play in their consumption pattern. Competitors are always also looking for tactics to grow and influence new consumers, and any organisation that does not meet up with consumers expectations would be losing a consumer. Companies should look for ways to retain their current customers and also focus on getting new ones attracting new customers should be a priority in a recession (Pearce and Michael 2006). Organisations should actively engage their customers more than before. INTRODUCTION There has been an ongoing concern about the impact of economic impact on the environment,(Peattie, 1995). Nations are getting aware of the need to save the planet, and make it conducive for both humans and the animals. In the year 2000, the beginning of a new century, the nations came together to form the Millennium Development Goals and conducted a millennium Ecosystem Assessment (A four year research project to access the health of the natural environment, the impact of human development on natural systems and their ability to support life and provide ecosystem services) (Belz and Peattie, 2009). In 2005, the results of the United Nations Millennium Ecosystem Assessment was released, this revealed that 60% of world ecosystem services have been degraded and species extinctions are running at between 100 and 1000 times the natural background rate, it was also revealed that they were losses in the diversity of life on earth but gains in human well-being and economic growth and the burning of Fossil fuels to provide much of the energy that drove our economies was the release of carbon dioxide (CO2) into the atmosphere. Changes in our climate will have a profound impact on the distribution and availability of water supplies and food productions supplies and immense loss of species. (Belz and Peattie, 2009). To save the planet, conscious efforts have to be made, and so industries, business, consumers and nations have realized that if we do not save the world, then one day the planet will not be able to save us. Using the Triple bottom Line approach, discuss what is sustainability marketing and why should marketers be concerned with CSR and sustainability issues? Before going into sustainability marketing we need to define marketing, marketing consists of individuals and organisations on activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods and services and ideas (Pride and Ferrell, 1993). Sustainability marketing as defined by Belz and Peattie (2009) refers to planning, organising, implementing and controlling marketing resources and programmes to satisfy consumers wants and needs, while considering social and environment criterion and meeting corporate objectives This definition is very broad because it has covered the Triple Bottom line People (consumers), Planet (Environment) and Profit (Corporate objectives). In straightforward terms, Sustainability Marketing has been defined by Belz and Peattie (2009) as the building and sustainable relationships with consumers, the social environment and the natural environment. The Triple Bottom line (3PL) is a very important approach when discussing sustainability a positive 3PL reflects an increase in the companys value, including both its profitability and shareholder value and its social, human and environmental capital (Savitz and Weber 2006), they consists of Environmental Performance which is the planet and the way which we give and receive from the planet; Social performance, which is the people that constitutes the planet and consume different products and services, also emphasizes on satisfying different stakeholders, Being connected and responsive to shareholders, suppliers, communities and customers is the foundation of sustainability (Henrique and Richardson, 2004) and the; Economic performance or organisational goals which is the profit and the main aim of setting up an organisation (Leonidou, 2010). People A sustainability marketers aim is to meet the needs and wants of a sustainable consumer. Belz and Peattie (2009) supported this by saying consumers purchasing behaviour will determine the success or failure of new products and services that are marketed on the basis of their sustainability performance. Understanding the behaviour and buying process is also relevant for the sustainable marketer. The process which includes the recognition of need and want e.g. biological needs like food and drink to information search i.e. checking for information about the products, maybe its sustainable or not, to evaluation of alternatives i.e. a choice between two retailers to purchase i.e. buying of the product to the usage of the product (for a sustainable product, the use phase will generate more environmental impacts than non sustainable products) and finally post use which is the recycling, reselling or reproducing strategies, all used to reduce waste to land fill. (Belz and Peattie, 2009). Segmenting and understanding the consumers is really important for a sustainable marketer. They must understand the consumer they are sending the message to, according to the segments as identified by Belz and Peattie (2009), they are the Greens-this are the true greens, they understand and well educated about the sustainability issues and they consume green products. Consumers with a conscience-they want to be seen as green Wastage focused-they have good knowledge of pollution and wastage but lack awareness of other issues and behaviours and believe to be ethical currently constrained-they like to be sustainable but cant do much in their current circumstances, Basic contributors-they have relatively little knowledge of interest in environment issues and behaviours, Long term restricted- they have other priorities to consider before they can consider their environmental issues Disinterested-they may be aware of the sustainability issues, but they cannot be bothered as this has not affected current decision making processes. The segmentation allows a marketer to strategise a message to its different target so as to achieve its organisational goals. Profit The economic performance of a company is determined by the products and services offered to its consumers and how it has been accepted. The main of a company is to make profit, but the production process and post -post production process determines how sustainable a product/ organisation is. Belz and Peattie, (2009) further said that The underlying values of sustainability marketing should reflect the visions, missions, philosophies or principles of the company. Savitz and Weber (2006) identified 3 ways sustainability enhances your business (I) protecting the business-This includes risk of harm to the consumers, employees and the community, identifying emerging risks and management failures early. (II)Running the business-eco-efficiency, this includes reducing costs, improving productivity, eliminating needless waste and obtaining access to capital at a reduced cost, (III) growing the business-opening new markets and attracting consumers who are sustainable and increasing market shar e. Planet Environmental performance is the planet we occupy, and also the source of renewable (air, water, food) and non renewable resources (stone, metals, fossil fuel etc) (Belz and Peattie, 2009). Organisations are now more concerned with the use of critical substances and energy consumption, production processes, packaging and recycling of products to reduce the negative impacts the economy has had on the planet, solutions were implemented in the production process to reduce pollution and Co2 emissions. Corporate social responsibility has defined by European commission in (Belz and Peattie, 2009) is a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with stakeholders on a voluntary basis. In contrast to the definition above the World Business Council for sustainable Development separated the corporate social responsibility, corporate financial responsibility and corporate environment responsibility and put them under one umbrella which is Corporate Responsibility (Belz and Peattie, 2009). CSR is now gaining momentum in different organisations and the need to showcase and publish their environmental and social acts is rising. Consumers are equally aware of these activities and tend to build their loyalty with socially responsible organisations. Marketers now should be concerned with CSR and sustainability issues, because the world is moving and every consumer now is informed about the environment and how they need to be sustainable to save the planet. Harnes (1982) as cited in Peattie (1995) further explained that the successful company is the one which is the first to identify emerging consumer needs and to offer product improvements which satisfy those needs; the successful marketer spots a new trend early and then leads it. Marketers must key into this new trend which can be identified as CSR and sustainability, being socially and environmentally responsible is very important and marketers must continue to emphasize this in their organisation to the top management. Sustainability and CSR should be involved in an organisations values and goals; it should not be seen as a tactic to manipulate consumers sustainability concern to just make profit (Peattie, 1995). Critics of Sustainability Savitz and Weber (2006) have identified critics of sustainability from two camps (The cynics and the sceptics). The cynics concluded that the Sustainability movement as mere hype The cynics would always want the government to take responsibility in the environment rather than depending on the corporations to change themselves. They also argue that the corporations deliberately improved their environmental performance mainly for financial purposes. The sceptics condemn the concept of sustainable business on the grounds that business leaders have no concern with environment or social responsibility, their goal is to make profit, and if their aim is not moved from that, the world will be better off. From the criticism, no one can say whether the critics are right or not, even though todays efforts towards sustainability seems to be inadequate, that doesnt mean it should be stopped, sustainability has to work. The industries might be aiming at profit, its a step by step approach and no contribution is too small, if all industries are genuinely sustainable, the world will be a better place. Analyse the factors that contributed to the marketing success of FIJI water? Fiji Waters (FW) expansion into US market was based on the successful marketing mix campaign to penetrate the market. At the time, it made its entry into the US mar

The Rivalry between Germany and Britain Essay -- Papers world war one

The Rivalry between Germany and Britain The direct cause of the First World War, the spark that set it off in other words, was the assassination of the Austrian archduke Francis Ferdinand, who was heir to the throne of Austria-Hungary, and his wife by a Serbian student in Sarajevo in June 1914. A month later Austria declared war against Serbia. This local warfare brought Russia, Germany and France straight into fight, and in the end got other European Powers such as Britain, and even Japan and America involved thus became a world wide armed conflict. There are many arguments that have been made among historians about grounds of such war. So many theories have been found, and discussed for decades. Yet the controversy has not seen its end and is still growing. Imperialism, militarism, rise of nationalism, and the alliance systems are often named as the major causes. However, when historians come to discuss militarism on this subject, their theme tends to be based around whether or not a sense of rivalry between Germany and Britain was one of the primary causes. The purpose of this paper is answering the essay question above by examining the Anglo-German relations before 1914, and its significance on outbreak of the war. Before start, it should be made clear what it is meant by the words "major cause" in the title above. Examiner's use of the word "major" can be vague. Does she mean the major cause as the factor that has direct and decisive impact upon the incident? If so, the answer to this question is no. The war did not arise originally from between Germany and Britain, and reason for them to join the war, on the surface, appeared to be alliances with the other countries involved. Yet, there is other interpretat... ...y of Europe 1815-1914`. Second Edition. Longman Group Limited. Berghahn, V.R.1987. `Modern Germany`, Society, economy and politics in the twentieth Century. Second Edition. Cambridge University Press. Joll, James. 1990.`Europe Since 1870`, An International History. Forth Edition. Penguin. Larr, Jon. `An Overview of World War 1`. http://members.aol.com/sniper43/worldwar1.html Layton, G.1995. `access to history`, From BISMARCK to HITLER: GERMANY 1890-1933. Hodder & Stoughton. Roberts, J.M.1989. `Europe 1880-1945`, A General History of Europe. Second Edition. Addison Wesley Longman Limited. Wolfson, R. and Laver, J. 1996.`Years of Change, Europe 1890-1945`. Second Edition. Hodder & Stoughton.