Gender †Wage Gap Essay

Within Australia’s workforce history, there has been a strong presence of the gender wage gap between men and women. The differences in wages between men and women still seem to persist in today’s society (Sap 1993). A study by van Wanrooy (2009) suggests that even though there is an increase of women in the labour market, they still have the caring responsibilities, looking to juggle work and family. Throughout the workforce, there is still a significant barrier present which suggests that the ‘male breadwinner’ is still the evident employment model in Australia (van Wanrooy 2009). Women seem to have a people and family first approach to work, while men tend to respect their work life and value money more (Pon and Nyhus 2012).Women’s struggle within the labour market often results from the lack of bargaining power within their chosen occupation and their skills (Preston and Jefferson 2007). Firstly, this essay will discuss the relationship between bargaining power and the current issue of the gender wage gap within Australia. This essay will explore the reasons as to why women struggle to bargain with their employers on the issue of wages and fair working conditions. Secondly, this essay with explore why the difference in personality traits between men and women contribute to the gender wage gap. A striking explanation for the present gender wage gap within the Australian workforce is the lack of bargaining power that women currently hold in their workplaces. Within Australia, women generally work in low paid and low skill occupations. This in turn limits their access to representation and strong bargaining power when it comes to negotiating pay outcomes, particularly in part time jobs (van Wanrooy 2009). As previously stated, women tend to work in low skilled jobs which then disadvantages their bargaining power. Van Wanrooy (2009) states that those people with high skill levels within their occupation are seen to have more confidence and motivation towards bargaining for more desirable pay and work conditions. Furthermore, this  suggests that men have a higher bargaining power over women. This is due to the fact that 46% of women are more likely to be given work in a lower skilled job compared to the low 36% of men that are employed in low skilled jobs (van Wanrooy 2009). This then gives men a greater opportunity to bargain for better wages, while decreasing women’s contingency to narrow the gender wage gap through bargaining power. The segmentation of women into low paid jobs and occupations has clearly limited access to bargaining power, and resulted in women relying on minimum wages distributed through the reward system (van Wanrooy 2009). In a study by Frino and Whitehouse (2003) , it is also seen that with the over representation of women in the award only sector, this clearly disadvantages women in seeking higher bargaining power and doesn’t decrease the persistent gender wage gap. As female workers are more likely to work in industries with 100 employees or less, this jeopardises the chance to gain bargaining power to negotiate wages through union s. This is due to the fact that there is a lower chance of unions to be present in smaller businesses (van Wanrooy 2009). This creates an issue for women as they are the ones that need protection and the bargaining power of the unions. While women in low skilled occupations are less likely to be union members, union membership is almost doubled when it comes to men in the same occupation (van Wanrooy 2009). With women in low qualified jobs, less likely to be union members, this impacts their ability to collaborate with their employers over the issue in the wage gap between genders. Within the labour market, it is demonstrated that because of the difference in personality traits between genders, women are often less rewarded then men (Pon and Nyhus 2011). In the labour rmarket, earnings, employment, promotion and productivity can all be influenced by personality traits (Linz and Semykina 2010). As employees, personality traits determine the amount of effort and productivity brought forward in the workplace, influencing the way they act towards incentives (Pon and Nyhus 2011). According to Pon and Nyhus (2011), women tend to be more cautious and less competitive compared to men. The lack of competitiveness by women can then lead to women staying in a particular job for longer, accepting the lower salary, not wanting to compete for other high paying jobs. As women are found to be the most  agreeable in the workforce compared to men (Pon and Nyhus 2011), this reflects upon women negatively as they are more willing to agree to first offers by employers, most often resulting agreeing to a low paid job. Personality difference and behaviours between men and women could potentially grow to wage differences and could partly explain the gender wage gap (Pon and Nythus 2011). Interesting findings from a study conducted by Hogue, Singleton and Yoder (2007) identified that women are found to hold beliefs about themselves that include having a lower self worth and a depressed entitlement. This is then reflects a lower social status, but when their status is lifted, their wage entitlement also lifts. Whereas men believe that they deserve higher wages even though their abilities and performance may not reflect worthy of a higher wage (Hogue, Singleton and Yoder 2007). On average, women are less emotionally stable compared to their male counterparts, with emotionally stable people predicted to earn more than those that are emotionally unstable (de Jong and Need 2008). This could begin to explain why women are being paid less and why the gender wage gap is still prevalent in today’s society. De Jong and Need (2008) also found within their study that people who class themselves as sociable expect to earn less than those that are more career orientated. On average, women tend to be more sociable then men (de Jong and Need 2008). It is also evident that those who are more intellectual receive higer wages, with men tending to be more intellectual than women (de Jong and Need 2008). These three personality traits that affect a person’s earning and wages could be linked to the gender wage gap as women who are emotionally unstable and more sociable would be less career focused and motivated compared to men in their workplace. In summary, there are many explanations for the current gender wage gap in Australia. This essay has revealed two in depth explanations as to why the gender wage gap still persists. From the use a previous research, this essay has identified those two explanations, the lack of bargaining power of women and the influence of personality traits on income, as accurate explanations of why the gender wage gap is still evident in society today. Each arguments are valid within Australia’s workforce and suggest that further research  should be conducted to identify further trends of the gender wage gap, and possibly enforce new rules and regulations to help combat the gender wage gap and promote equity between male and female employees. REFERNCES Frino, B & Whitehouse, G 2008, ‘Women, wages and Industrial Agreements’, Australian Journal of Labour Economics, vol. 6, no. 4, pp. 579-596, viewed 27th April 2012, via Informit Hogue, M, Yoder, JD & Singleton, SB 2007, ‘The Gender Wage Gap: An explanation of men’s elevated wage entitlement’, Sex Roles, vol. 56, no. 9-10, pp. 573-579, viewed 01st May 2012, SpringerLink, DOI 10.1007/s1119-007-9199-z Jefferson, T & Preston, A 2007, ‘Trends in Australia’s Gender-wage ratio’, Labour and Industry, vol. 18, no. 2, pp. 69-84, viewed 27th April 2012, via ProQuest Central Linz, SJ & Semykina, A 2012, ‘Analysing the gender pay gap in transition economies: How much does personality matter’, Human Relations, vol. 63, no. 4, pp. 447-469, viewed 30th April 2012, SAGE Premier 2012, DOI 10.1177/0018726709339094 Need, A & de Jong, U 2008, ‘Personality traits and gender-specific income expectations in Dutch higher education’, Social Indicators Research, vol. 86, no. 1, pp. 113-128, viewed 30th April 2012, SpringerLink, DOI 10.1007/s11205-007-9104-8 Nyhus, EK & Pons, E 2011, ‘Personality and the gender wage gap’, Applied Economics, vol. 44, no. 1, pp. 105-118, viewed 27th April 2012, Taylor & Francis Online Library, DOI 10.1080/00036846.2010.500272 Sap, J 1993, ‘Baragining power and wages: A game-theoretic model of gender differences in unions wage bargaining’, Labour Economics, vol. 1, no. 1, pp. 25-48, viewed 27th April 2012, Science Direct database, DOI 10.1016/0927-537(93)90004-2 Van Wanrooy, B 2009, ‘Women at work in Australia: Bargaining a Better Position?†, Australian Bulletin of Labour, vol. 35, no. 4, pp. 611-628, viewed 27th April 2012, via ProQuest Central

Deviants and Crime

The person who deviates distinctly from the norm is called a deviant. A deviant may also be defined as the person whose attitudes and behaviors go against the set societal norms or standards. Deviance is not age specific but it starts in the early ages of human development and if it goes unmarked, it ends up reaching a point of no return making an adult whose personality can be described by one word; a deviant. The act of deviance is learnt either by association with other deviants or by trying to give excuses to justify the acts of deviance leading to habit. Deviance and crime is one and the same thing.This is because, when one goes against the set of norms in this case the formal rules called law, this is crime. Deviants defy both the formal and informal (Social) standards and norms. For example, a deviant may go against the social norms and commit an act of nose picking in public or against the law and break into private premises with an intention of stealing. Based on this, devia nce is a subject of concern to both the socialists and the criminologists. These two professionals engage in a serious study of how norms are formed, changes that the norms undergo over time and the enforcement of norms.The sociology of deviance can be summarized in three main theories i. e. symbolic interactionism theory, Structural functionalism theory, and conflict theory. These theories try to explain the causes of deviance. Stealing is one example of deviance that is a serious crime in the US today. People do not wake up one day and become thieves. Theft is a habit that is learnt at childhood and continues into adulthood. This paper seeks to define and develop a sociological theory that explains deviance from the symbolic interactionism theory perspective (Rodney, 2007:pp 48)Symbolic Interactionism Theories All the theories under this class are of the view that deviant behavior is learnt. As a result of the learning, the deviant behaviors eventually become part of an individual ’s personality or character. The theories under this class include Sutherland's differential association theory, Gresham Sykes and David Matza's neutralization theory and Tannenbaum and Howard Becker’s labeling theory. Sutherland's differential association theory proposes that the criminal and deviant behaviors are not inherent in individuals but they are only learnt.It amplifies the common belief that all human are created good. Every individual is inherently good but society makes them bad. The learning of criminal or deviant behaviors is the same as the learning of other behaviors such as saying â€Å"thank you† when one gives a compliment or gives a favor. The learning process comes as a result of interaction between people or groups of people through the use of symbolic communication. The symbolic communication may also include ideas and attitudes that are transferred from one individual or group to another.If the symbols used in the communication are favor able and desirable than the converse, then an individual or group embraces deviance communicated by the symbols, ideas or attitudes and will tend to be oriented to of deviant behaviors more than any other behavior (Lanier, 2004 pp. 162-163). Taking theft as an example of a deviant criminal behavior, we realize that if an individual associates with an individual or group who steal or hold the idea of stealing more favorable than unfavorable, and the association is intimate, then motives ideas, attitudes , techniques etc that are favorable to stealing are learnt.Once this learning occurs and incase there is a need, then one will tend to steal and in this way we say that this criminal and deviant act of theft has resulted from symbolic interaction. The Neutralization theory, just like the name suggests, sets out to explain the ways that the deviants eventually kill their guilt conscience through rationalization. Some of the rationalizations used include the denial of responsibility of the deviant action aimed at making the criminal feel better.Denial of responsibility is simply an argument that the offender had no option and that any other person put under the same circumstances would have acted the same way the offender did. Continued denial of responsibility eventually kills the guilt conscience making the criminal cold and to have a propensity of committing the crime again. For example, if a criminal steals and accepts responsibility, then there is some guilt that comes with the acceptance and this guilt has a reform component. Failure of accepting responsibility rules out possibility of reform and thus high probability of committing the crime again in future.Other defense mechanisms or rationalizations used include the denial of damage and denial of victim. Denial of damage or injury refers to the reasoning that the criminal act did not hurt anybody and thus the offender is not morally wrong. This reasoning is based on the elementary conviction that if an act ion doesn’t cause any harm to others, then it is morally right. On the other hand, denial of the victim is an argument that the victim deserved the deviant act due to his /her perceived lack of morals by the offender. Denunciation of his denouncers is yet another rationalization used by deviants or criminals to protect their actions.It is an argument that those who denounce their actions have the potential of committing same or similar acts or they also commit similar acts and as such they are hypocrites. Denunciation of denouncers makes the offender feel better about his actions and it too blocks reform thus opening up a possibility of future criminal acts. Finally, appeal to higher loyalties involves positive reinforcement of the criminal act by what he beliefs in. The criminal argues that some values surpass the law or traditions and thus the criminal construes the values to be more important than the law.For example, if one steals because he is starving, he has done nothi ng because he believes in saving life. To him, life is more important than the law. Generally, under this theory, criminals rationalize criminal acts by neutralization (Lanier, 2004 pp. 168- 9). The labeling theory is a popular one which has been used not only in sociology but also in psychology. The psychological labeling theory, in a layman’s language states that if you continually call a child names, say a thief, the child will end up becoming one. Frank Tannenbaum and Howard S.Becker proposed the labeling theory in the sociological context. They said that the act of society creating rules whose violation amounts to defiance causes deviance in itself. If society says that the people who take other people’s property without permission are thieves and thieves are not good people, this definition amounts to labeling. The labeling represents the negative attitude the society holds against a deviant such as a thief and makes the offenders to internalize the label and try to act out the label by carrying out actions that conform to the label.For example labeling of a thief, makes the deviant such labeled to internalize this label and carries out acts of theft in a bid to conform to the label. This theory lies at the boundary of symbolic-interactionism and conflict theory. The conflict theory orientation of this theory proposes that the society wield power to create norms and label deviants. A good example is the prison system which labels the convicts of theft to a point that these theft convicts also begin to view themselves as thieves (Giddens, 2006 pp. 525-7).In a bid to reinforce the reinforce Edwin Lemert proposed the idea of primary and secondary deviation. He construed primary deviation to be the deviance before the deviant is labeled as such. Secondary deviance on the other hand is the acts of deviance that come after the primary deviance as a reaction to the societal institutions that have power to set norms and to label. Lemert explains fu rther how one moves from primary to secondary deviation and finally to assumption of the role of the label he/she has been given.The transition between these stages starts when an offender commits a deviant act for the first time prompting the society to administer some disciplinary penalties on him. If the disciplinary penalties administered on the primary deviant do not manage to stop the crime, the offender may act the same crime or deviance again thus prompting even harsher punishment from the society. The harsh punishment makes the offender to resent the society or the institution in the society that administers this harsh punishment. The resentment sets pace for more crimes with the institution reining harsher and harsher punishment on the offender.As the number of crimes increases the society, apart from the punishment given to the offender, lavishes stigma too on the offender. This stigma marks the labeling g stage. The stigma sandwiches the offender between a rock and a har d place where he has no option than accept the role prescribed by the label. In a bid to fulfill the role, the offender acts out the role prescribed in the label and this constitutes the secondary deviance. Secondary deviance hardens the criminals courtesy of the labeling act by the societyPrimary and secondary deviance is witnessed in the American legal system when a first time offender receives lesser punishment as compared to a second or multiple time offender of the same crime. For both the offenders, say thieves, the punishment is meant to reform them. The multiple time offenders get a harsher punishment because the society feels that the first- time punishment was not sufficient enough making the offender commit a second crime. The second time offender is more likely to commit the crime the third time that the first time offender is to commit a second crime.The implication of this primary and secondary deviance can be applied in the prison system where the criminals are suppos ed to be viewed as good people except fore the crimes they have committed. They should not be condemned but subjected to rehabilitation. This is necessary because it has been witnessed that the harsher the punishment, the deeper the deviance and the higher the probability of the crime or deviance being repeated again (Hanson, 2005, P75). In conclusion, the reformation of criminals should not be harsh and inhuman.The harsh and often inhuman punishments we witness in our American prisons were put in place to scare the larger good population away from crime. It is evident that this intention has blatantly failed and thus there is need for an alternative strategy. This is necessary because if people are no longer scared of that harsh and inhuman punishment, then they will automatically engage in criminal activities. This is the same as threatening a person who doesn’t fear death with death. This won’t achieve any end at all. However, removal of such harsh and inhuman punis hment may trigger the same response that its existence triggers; resistance.What will happen if people know that the punishment given after a crime is lighter than before? The US government represented by the prison system is at a cross road and there is dire need to try a punishment devoid rehabilitation approach as opposed to the harsh punishment. Just like labeling has the impact of acting out, positive labeling may create desirable reformation in the criminals. The society too needs to be sensitized so as to respect the innate goodness of the criminals such as to avoid stigmatization that has led to the hardening and resistance of the criminals. References Rodney, Stark Sociology; Biological Theories of Deviance (10th edition) Belmont, CA: Thomson Wadsworth, 2007 Newman, Graeme Crime and Deviance: A Comparative Perspective. Michigan: Sage Publications, 1980 pp127-135 Giddens, Anthony Sociology. Polity Publishers, 2006 pp 525-7 Lanier, Mark Essential Criminology. Westview Press, 2004. pp 168-9   

Article Critique Example | Topics and Well Written Essays - 750 words

Critique - Article Example The food choices that people make decide how successfully the body handles all its functions and activities (Whitney & Rolfes, 2011, p.2). Hence, one can maintain healthy body by choosing nutritious food (Whitney & Rolfes, 2011, p.2). Sadly, the hectic nature of modern life has made people to ignore the quality of food they eat. The article â€Å"A diet for better energy,† written by Diana Rodriguez, is targeted at people who need high energy levels to fulfill the demands of hectic life. As the tips given in the article are precise and practical in nature, it is an excellent source of information and worth recommending to others. Reliability The article â€Å"A diet for better energy,† written by Diana Rodriguez is a reliable source of information. After reading the article, one can find various aspects and qualities which prove that the article is worth reading and reliable in nature. Some of the ways in which the article can be recommended as authentic and reliable ar e discussed below. It is not an Advertisement The first important aspect that shows that this article is not worthless is the fact that it is not written to advertise any product or a service. That is, it is not written with an intention to promote any nutrition product or food item. Also, there is no hint of any attempt at subtle advertisement as the article does not mention any names of the food brands or health services. The products or the food items that are mentioned, for example chicken, lentils, beans, fish etc., are general in nature and not branded. This shows that the article is authentic and not fake. Article is Reviewed The second reason why the article is reliable is that it is reviewed by a professional from medical field. The article is reviewed by Christine Wilmsen Craig, MD (Rodriguez). Christine Craig has a valid degree in medicine. Her medical degree and postdoctoral training has been earned from the University of Missouri-Columbia (Everyday Health para 11). When the article is reviewed by the professional in medical field, then it means that the information provided in the article is authentic and based on scientific research. Based on Expert Opinion The third reason for the article to be reliable source of information is that the article is written on the basis of interviews with people in the field of nutrition and diet. For example, the information about the foods that give prolonged energy level is based on the interview of Melissa Rifkin, who is a registered dietitian at the Montefiore Medical Center in the Bronx, N.Y. (Rodriguez para 5). Similarly, Suzanne Lugerner, RN, who is the director of clinical nutrition at the Washington Hospital Center in Washington, D.C., is consulted to gain information regarding the role of fluids in sustaining energy levels in human body (Rodriguez para 7). Later on in the article, the information regarding the healthy pattern of meals is provided after consulting Tara Harwood, a registered dietitian at the Cleveland Clinic in Ohio (Rodriguez para 10). In this way, all the important information regarding the diet and nutrition is based on information gathered from reliable sources, that is, from the professionals in field of diet and nutrition. Hence, the article is very reliable and authentic. Information Matches with the Reliable Source The information regarding the nutrients and its functions, given in the article, matches the information given in the book called

Problems of trust within EU integration process Essay

Problems of trust within EU integration process - Essay Example This paper explores the connection between the level of cohesion within the trans-European political and support for integration underpinned by the presence and/or lack of trust between the countries. Discussion The initial thoughts regarding European integration fostered an idealism of uniting people by launching a community of Europeans. Nevertheless, this objective can be perceived as more pragmatic than idealistic in fostering positive transactions. The identity cleavage (manifest along north-south dimension) within the political community linked to support for the integration (Sanchez-Cuenca 2000, p.147). This statement captures the idea of a political community as the level of cohesion among individual citizens in which individuals form part of a distinct community since they have established a social-psychological attachment with one another via greater communication, and understanding. As such, the notion and practice of European unification details an example of political, c ommunity building and support for integration linked to the establishment of a European political community (Hoffman 2006, p.108). The basis of this community features the development of positive images among fellow Europeans, which widens in-group membership. Self-interest, Trust, and cooperation Public support for European integration can be regarded as either specific (utilitarian support) or diffuses. In most cases, motivations for utilitarian support are essentially self-interest in nature while diffuse flows from a shared interest motivation. Individuals frequently avails utilitarian support in cases where the state avails acceptable outputs (that can be economic, or non-economic gains to the individual); hence, the state sustain the system via citizen support. The motivation for utilitarian support mainly stems from evaluations of the EU’s capability to avail benefits and reduce any negative impacts, inclusive of the changing role of the EU integration progresses (Muno z 2011, p.551). As such, individual’s socio-economic position within the economy coupled with expected effects of market integration plays a critical role in shaping trust levels, whereby an increase in welfare provision among member countries linked to growing support, but economic downturns presently felt in Europe is linked to dramatically lowered support levels for EU integration (Kuhnhardt 2011, p.134). According to political cohesion model grounded in social identity theory, the potential of an individual supporting integration rises with greater levels of trust in fellow Europeans (Farrell 2002, p.55). Similarly, trust in EU nationalities enhances the possibility of support, more so compared to trust in the southern nationalities owing to the latter economic development. Attachment is critical as it facilitates easier rule since it incorporates legitimacy to those that govern by the governed (Munoz 2011, p.552). Indeed, hostility towards others cultures impacts on atti tudes of EU integration given that strong national attachment minimizes the possibility that an individual will back regional integration (Herrmann 1999, p.148). Hostility towards other cultures can be highlighted as a significant factor that has impeded the admission of Turkey into EU membership. The EU cites lack of progress within Turkey’s reform as the core reason that has led to lack of progress

Defining and Protecting Human Rights Essay Example | Topics and Well Written Essays - 3500 words

Defining and Protecting Human Rights - Essay Example .......................................................................3 Liberal Internationalism†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..............3 Liberalism as (IR) Theory†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦5 Key Human Rights Issues in Egypt’s State of Emergency†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..6 Trends within liberalism†¦Ã¢â‚¬ ¦..............................................................................................8 Political liberalism...............................................................................................................8 Cultural liberalism.......................................................................... .....................................9 Economic liberalism............................................................................................................9 Liberalism – Triumphant...................................................................................................10 Weaknesses and Criticism of liberalism...........................................................................11 Defense of the Theory...................................................................................................................12 Conclusion.....................................................................................................................................14 References............................................... Even criminals have their rights and must be treated humanely hence the evolution of the death penalty from seemingly barbaric ways to the now â€Å"more humane† lethal injection. Learning from Winston Churchill, the degree of how civilized a society is can be gauged on its treatment of its prisoners. Likewise, armed forces that are in conflict are bound to respect the rights of POW’s or prisoners of war. Much has been learned from the atrocities of the past war necessitating the need for a global commitment to uphold and protect human lives and the rights of every individual. However, these very important rights usually become the first casualties during times of conflict. This is more prevalent in countries that have declared a state of emergency wherein martial law ensues. Human Rights in the Arab Republic of Egypt For about thirty years, the Arab Republic of Egypt has been under a state of emergency which was declared by its ruler, Hosni Mubarak. Thus, excessive pow er has befallen on the state wherein much power has been in the hands of the central government while at the same time further empowering the military (Reza 2007). Thus, the government of Hosmi Mubarak was able to rule Egypt with an iron fist. This power has allowed the regime to ignore habeas corpus resulting to numerous arrests despite the lack of charges, public outcry was silenced by the ban on demonstrations, and political opposition has been stamped out with the dispersal of meetings and the media blindfolded by shutdowns. Liberalism Those who go up against the government end up being persecuted and are locked up behind bars (Shatz, 2010). These efforts by the Egyptian government have been scorned by human rights groups in and out of the country. However, the Egyptians have had enough and

Drug Development and Toxicology (High-performance liquid Essay - 1

Drug Development and Toxicology (High-performance liquid chromatography) - Essay Example n from the day of the accident to the 5th day sampling, it can be seen that the presence of 4,5-dihydrodiol is evident in all days in the range of 0.1 to 0.2 nmol/ml. the second metabolite 7,8-dihydrodiol has the most presence immediately after the accident but slowly diminish through the days. The metabolite 7,8-diol-9,10 epoxide on the other hand has the least presence on the samples. It is even undetected during the first two days of the accident. Epoxide Hyrdolase contribute to the biodegradation of many organic compounds such as benzo[a]pyrene.(Loo, et al. 2006). This enzyme has the ability to detoxify a wide range of organic potential genotoxic epoxides with diverse structures (ARand, et al. 2003). It can modulate the effects on the binding of benzo[a]pyrene to the DNA structures (Carcinogenesis, 1983). It plays important roles in the metabolic activation of benzo[a]pyrene to carcinogens and mutagens (Thakker, et al. 1977). Metabolism of Benzo [a) Pyrene leads to formation of various compounds such as benzo[a] pyrene 4,5-dihydrodiol, ortho quinone and benzo[a]pyrene 7,8-dihydrodiol-9,10-epoxide (Wood, et al., 1976). The first product is less or considered as non-mutagenic as compared to the other product which are the epoxide diol metabolites. The role of epoxide hydrolase is important such that it makes the benzo [a] pyrene derivatives to result to the non-mutagenic products. With this, there is less threat to genetic mutation and other health risks (Wood, 1981). Mr X is may have the possibility to develop cancer. There are three products for the metabolic pathway for benzo[a]pyrene where the product 7,8-doil-9,10-epoxide provides the biggest threat to human health due to its carcinogenic and mutagenic effect (Ruan, 2006). However, with the sampling and retention times considered, there are more products for 4,5-dihydrodiol produced based on the UV absorbance wavelength in detecting their presence. Benzo-pyrene are polycylic aromatic hydrocarbons with

Madeleine Leininger -transcultural nursing theory model Research Paper

Madeleine Leininger -transcultural nursing theory model - Research Paper Example major reason leading her to forming the theory was her clinical specialist caring experience with children who were mildly disturbed and came from varied backgrounds (Allauigan, 2011). Factors like lack of doctor support, inadequate training, work burden and severity of illness of patients lead to elevated stress levels of nurses, which in turn leads to improper care of patients. Positive attitude results from holistic nursing approach, older age, and support, but negativity results from the load of work on the nurse (Kluit & Goosesns, 2011). The research will add to the literature of nursing theories. The research will aim at understanding a direct relationship between high levels of stress at work environment and the elevated negativity of attitude due to the stress. Keeping the theory of Trans-cultural nursing theory, it will also address the correlation that the negativity of attitude from nurses has on the recovery of children. The research will aim at the effects that cultural diversity has on the recovery rate of children, allowing for nurses to cater for those factors to aid in recovery. Allauigan, D. (2011). Theory Development and Historical Background. Leininger’s Theory of Culture Care. Retrieved January 1, 2013. Available at: http://nursingtheories.blogspot.com/2011/07/leiningers-theory-of-culture-care.html Kluit, V.D & Gossesns, (2011). Factors influencing attitudes of nurses in general health care toward patients with comorbid mental illness: an integrative literature review. Issues Ment Health Nurs. 32(8):519-27. Available at: http://www.ncbi.nlm.nih.gov/pubmed/21767254. Abstract Retrieved at January 1, 2013. Sitzman, K., & Eichelberger, L.W., (2012). Madeleine Leininger’s Culture Care: Diversity and Universality Theory. Understanding the Work of Nurse Theorists, A Creative Beginning. Jones and Bartlett Publishers:

American Women of Science Since 1900 Essay Example | Topics and Well Written Essays - 1250 words

American Women of Science Since 1900 - Essay Example The paper will compare their roles during those times with the recent times. It will also dwell the factors linked to rise or fall in the involvement of women in Mathematics. Role of American Women in Mathematics in Twentieth Century Mathematics refers to a theory of application of symbols and numbers in the calculating of measurements, shapes, patterns, and spatial relationships. Mathematics is applicable in a variety of ways and acts as the foundation for science, social science and applied sciences (Wayne 134). However, the status of women in the field of Mathematics have been affected by a perception that math’s is difficult. American women of the ancient times viewed Mathematics as a subject that was dependent on a person’s talent and not on education (Marx & Roman 1185). This affected the female child education in America, as they did not show any interest in the subject due to the negative perception they had of it. However, the trend of women’s involvemen t in Mathematics began to change between 1970s and 1980s when a feminist reform movement started advocating female child involvement in math’s education. The movement was also geared at abating gender biases in America’s classrooms so that early female child education in Mathematics could be given priority. ... With intense advocacy and enlightenment, the figure of female mathematicians started improving, which saw other women also earn doctorate degrees in Mathematics. The women included Anna Johnson Weeler (1910) and Olive Hazlett (1915). However, the figure was still low as it was estimated that only 5.53% of women had earned doctorate degrees in Mathematics by late 1961. The figure remained low for the entire twentieth century (Wayne 134). It is worth noting that despite the perception about American women in relation to Mathematics, some of the earlier women stood strong and contributed a lot to the field of Mathematics (Marx & Roman 1185). This was evident during the post World War II where American female mathematicians Grace Hopper and Margaret Butler worked passionately at the military and government digital computer development, Mina Rees dealing with at the military jet rocket propulsion applications and high speed computers (Wayne 134). After the end of World War Two, Evelyne B. Granville was honored as one of the first black women in the United States to earn a doctorate degree in Mathematics. The contributions made by these women were so evident that it became apparent that women could as well play a role in the field of Mathematics, science, and engineering just as their male counterparts (Wayne 134). Comparison with their Role in Recent Decade Statistics from the past decade shows that women’s involvement in the field of Mathematics has improved tremendously. For example, a survey conducted in 2006 revealed that the number of women who had earn doctorate degrees in Mathematics and statistics stood at 29%, which was an increase of about 25 %

Art History Essay Example | Topics and Well Written Essays - 500 words - 9

Art History - Essay Example This particular link must affect the viewer. So, real art must have the capacity to unite people via communication. Art can also be the constant state of change and therefore, finding an exact meaning for the word â€Å"art† can be difficult. Art has a name; it has a shape, size, stroke, color and texture. And every piece of art is unique. In light of that piece of information, one can better grasp the concept of art and all of its beauty. Peter Paul Rubens was born in 1577 and was considered a seventeenth century baroque painter. His style of art emphasized movement, color and sensuality. This is clearly visible in all of his paintings but one painting in particular. Because Peter was well known for his counter-reformation altarpieces, landscapes and history paintings and mythological allegorical subjects, he was criticized. He was a classically educated humanist scholar art collector and diplomat who was knighted by both the king of Spain and the king of England. Peter did not just paint for any reason. Every painting has a certain frame, stroke, color and size which will lend to his reasoning behind the painting. His 1639 paining of he, his wife and son has a particular view and purpose. It is first and foremost an oil painting on wood. The dimensions are 80.25 high by 62.25 inches long. Rubens’ wife Helena became the model for ideal beauty or love. His paining switches the focus to Helena being the ideal mom of that time and away from him being the dominant half. The parrot symbolizes the Virgin Mary and in the background you can see Peter’s garden which he painted as a reminder of his courtship to his wife Helena. Rubens combines bold brushstrokes, luminous color and shimmering light of the Venetian school with the fervent vigor of Michelangelo’s. His use of color richness adds to the painting and highlights certain aspects that he feels to be important either by experience in travel or connections to people. His art is

Analysis of options and recommendations for action Assignment

Analysis of options and recommendations for action - Assignment Example This change in tourism trend could be attributed to uncertain economic conditions, stagnant salaries, rising inflation, and growing threat of terror attacks. Therefore many of the UK citizens think that it is better to visit domestic tourist destinations that are in close proximity to them so as to maintain a good balance between their income and expenses. Evidently, such an adverse trend change in the tourism sector would negatively affect the travel business. This report will examine how the travel agency could respond to this change and suggest specific strategies to boost sales in the context of the change. The declining trend of outbound tourism in UK poses great threats to travel and tourism businesses that increasingly rely on people visiting overseas countries (Travel Mole, 2014). The recent global financial crisis together with rising daily living expenses significantly contributed to this trend because people strongly believed that outbound tourism would cause them to incur huge costs. In addition, there has been a trend of decrease in the ownership of overseas holiday homes in UK over the last few years. The English people think that visiting domestic tourist destinations is a better way to cut down huge expenses associated with outbound tourism and save for the future. The growing threat of terror attacks across the world also discourages UK citizens to enjoy overseas holidays or to own overseas holiday homes (Page, 2011, p.75). A SWOT analysis is a better tool to analyse the internal and external environments of the travel and tourism sectors. While analysing the internal strengths of the UK travel industry, it seems that the country has a well developed infrastructure that support travel and tourism businesses. High cost of operations is a major weakness of these sectors as this issue negatively affects people’s overseas holiday

‘Mirror’ & double-layered poem Essay Example for Free

‘Mirror’ double-layered poem Essay ‘Mirror’ is a double-layered poem: The mirror, personified and equipped with senses, sees and depicts its world in the most honest terms; then we see our own world from the mirror’s perspective—how raw and tormenting it is. Why the author chooses to personify a mirror as the poem’s narrator is firstly because it is an object most closely associated with a woman who seeks to see â€Å"what she really is† (11). When she is young, the mirror cheerfully reflects and praises her youthful beauty, letting her contemplate on her own appearance. When she is old, it cruelly reminds her of time’s meddling in her fading beauty and how life has passed and left her behind. Secondly, the mirror reflects the world just as it is—it cannot lie to us—and faithfully shows us all signs of aging, sorrow, pain and sickness that appear in our face. The theme of the poem is the effects of time reflected in the mirror, how it â€Å"has drowned a young girl† and makes a woman become â€Å"an old woman†. Adverbs depicting the motion of time are employed throughout the poem: â€Å"most of the time† (6), â€Å"so long† (7), â€Å"over and over† (9), â€Å"Now† (10), â€Å"Each morning† (16), â€Å"day after day† (18). The irony is deliberated in the difference between the mirror’s reflection and cognition of changes in the outside world. The woman who looks at the mirror is sad because her beauty and youthfulness are fading while her tears and agitation are considered â€Å"rewards† by the mirror. In the first stanza, the mirror simply tries to define its existence and introduce the reader to its world using its own language register. In the opening line, the mirror describes its appearance and unique quality, â€Å"I am silver and exact. I have no preconception. †(1). The word ‘swallow’ demonstrates Plath’s sensitivities and playfulness in her personification and imagery: everything is instantly reflected inside the mirror as if the mirror has devoured them. Next, mirror immediately explains its ‘non-discriminatory’ behaviours as being truthful rather than cruel. In the last four lines of stanza 1, the mirror honestly describes its bounded world. Ironically, even though the mirror reflects everything truthfully and exactly with no preconceptions or prejudice, it seems to live in self-created illusions, that the opposite wall is â€Å"a part of my heart†. Line 8 presents the mirror with human characteristics, not â€Å"the eye of a little god, four-cornered† as it describes itself. Nevertheless, its world constantly collides with the world outside it—our world: â€Å"it flickers. //Faces and darkness separate us over and over. † In the first stanza, the use of caesura in most of the sentences interrupts the flow of the poem but gives the mirror its own tone: emphatic and meditative. The enjambment between line 2 and 3 as well as between line 7 and 8 allow the mirror to reflect on itself naturally and coherently. In stanza 2, the mirror ironically creates another illusion, â€Å"Now I am a lake† (10), which is in contrast with its claim to be â€Å"only truthful†. It proudly demonstrates its usefulness in helping a woman to see â€Å"what she really is†. The images of the â€Å"candles† and â€Å"moon† (12) may symbolize fragility, inconstancy and instability which contrast with how faithfully it serves the woman (13). The connection between the mirror and the woman strengthens by day: it is important to her and she brightens its existence. Nevertheless, its unintended cruelty is shown in its being â€Å"only truthful† (4). The simile ‘like a terrible fish’ is consistent with the mirror’s illusion that it is a lake but it shows Plath’s grotesque and tormenting view of aging—as a destructive and dehumanizing process. The poem is structured as narrative prose poetry, with the use of caesura to create an emphatic tone, to present the mirror as a misunderstood, proud and honest object. The mirror exactly and dutifully reflects what appears before it and considers the changes shown in it others’ doing and completely out of its power: â€Å"she drowned a young girl, and in me an old woman//Rises toward her day after day† (17-18).

Company Introduction, Market Segmentation, and Product Positioning Essay Example for Free

Company Introduction, Market Segmentation, and Product Positioning Essay The key to successful product implementation in today’s national enterprise system is the effective marketing of a new product with the company’s line of existing products. As stated by Lacobucci (2012), marketing is defined as an exchange between a company and its customers. The customer wants something from the company or firm and vice versa. In previous times, a company would manufacture a product they thought the customer would want or need. The customer purchased that product because of a pending need, which basically meant that marketing used to be product oriented. However, marketing today is more that an advertisement for goods and services in an attempt to attract new business. We live in a customer orientated and empowered marketing environment. We realize the importance and ramifications of having an exchange with our customers and developing a relationship with them. It is this exchange of information between our company and our existing as well as future customers that secures our position in our target market. Our company is a regional tool distributor located in the northeastern section of the United States. Our customer base consists of several major retailers, nationally known in the retail and wholesale tool industry. We used the brand label Blue Steel Tools for marketing and distribution of our products to discuss the implementation of an effective plan to market a new product line, the Illuminated Power Wrench. This paper will analyze market, identify our market segment for sales distribution and discuss the reasoning for the segment. Discussing the target market and why the targeted customers were specifically selected. We will do the SWOT analysis; describe the unique market position and the expected service provided in meeting the needs of the target audience. 1. Identify the marketing segment for the product and provide a rationale for this segment. The definition of a market segment as stated by Lacobucci (2012) is a group of customers that shares similar inclinations towards our brand. To define market segment further for our needs, it is an identifiable group of individuals, professionals or organizations that share one or more characteristics or needs in an otherwise homogenous market. In our case, our product will have a very wide market of consumers and small business owners and employees. Therefore we will need to reduce the market segments to larger chunks. Market segments generally respond in a predictable manner to a marketing or promotion offer. The market segment for the new product will vary widely due to the versatility of our product usage. Our main segment approach will focus on the wholesale distribution to retail repair supply stores who carry lines of tools for resale to the private and business consumer. These market segments will include businesses such as Lowes and Home Depot, retail tool distributors such as Harbor Freight Tools, automobile parts stores such as Advance Auto Parts and tool catalogue companies such as great Northern to name a few. As we analyze this segment we ask the question if this segment is viable and can we profit from using it. Other considerations are accessibility and measurability. This segment is small enough to manage our sales and distribution, but large enough to reach the ultimate user of our product. This market segment possesses the potential and versatility to sell and distribute our product to the target consumer market with a widely diversified audience in the retail industry. The bases for this segmentation include similar demographics, geographical locations, and psychological make-up of customers and behaviors of users/purchasers. In other words, the customer base for our segments meets the desired user of our end product. Anyone who builds or repairs something whether they are a novice or professional is a potential customer. Therefore, by using this method of market segmentation for product distribution, we will successfully sub-divide a large homogenous market into clear identifiable and manageable segments that have similar needs, wants or demand characteristics indicated by Lacobucci (2012). 2. Discuss the target market and provide rationale for this target market. The target market defined is the particular market segment at which a marketing campaign is focused. As stated earlier, this product has been designed for the retail tool industry. We have targeted segments in the industry that will be the most successful in reaching the consumer and generating a demand for our product through steady sales. Lacobucci stated the first perspective in assessing segments target is to have a view of the segments themselves and the primary concern is the segment be profitable. This in turn will become a profitability issue for our company as we continue to hold a place in the small tool market and generate profits with continued sales. The second perspective examined was if the market or segment fit with who we are. In this case the answer is yes. The ultimate target for this product is the consumer. The greater exposure we have, the higher propensity for sales growth. The illuminated ratchet screw driver is a quality tool for use by not only the novice home self repair person; it will also meet the needs of the professional repair person, no matter what the industry. The illumination system in the handle of the wrench will appeal to the vehicle mechanic working in the close quarters of an engine compartment, the electrician repairing the circuit breaker box, the computer repair technician working in between electronic circuitry as well as to the basic consumer performing handy maintenance projects. This tool will come with the standard wrench lugs and have availability to accessories such as wrench tips to enhance its versatility to meet the needs of a wider target audience. The wider target audience is customers of our targeted market segments. Therefore the target market is our pathway to the ultimate user of the product is consumer sales. The strategic sales objective of these retail establishments coincides with our strategic vision of reaching the ultimate user of our products, satisfying their needs and increasing the likelihood of additional product sales. 3. Perform a SWOT (strengths, weakness, opportunities and treats) for the company. As we move forward in the marketing of our product, we need to our own corporate strengths. Lacobucci (2012) suggests the use of a SWOT analysis in identifying our strengths, weaknesses, opportunities and threats. The strengths and weaknesses characterize our company in relation to competitors where the opportunities and threats characterize the broader environment such as the tool industry, suppliers, the government and etc. Our strengths are in our track record in t he tool industry. We have provided quality products at competitive prices. Another perceived strength is in the management of our company. The senior management of Steel City Tools has provided a strategic vision with clearly defined attainable goals for market position and sales. However a perceived threat is in the foreign market. A number of tool company’s efforts have been over shadowed with a cheaper duplication of products from foreign markets. The US has been plagued with a reduction in the manufacturing industry due to globalized markets, elimination of trade barriers and outsourcing. The end result is our market segment (distributor) could purchase a similar product cheaper and increase their gross margin and not purchase our product for resale. Another threat we are not prepared to react to is loss of a major distributing customer. With more and more businesses merging, we could lose a distribution source with no warning. One of our weaknesses is we have focused on sales east of the Mississippi, thus limiting market expansion. However, this could be turned around as a future opportunity for market expansion. An easy way to expand our market is to establish a retail division and use infomercials through the cable television network to accept mail order/telephone order select product sales such as our new illuminated power wrench. However, a marketing effort of this nature would require careful consideration must be given to the geographical area so as not to alienate our primary segment customers. A move of this nature would require additional capital investment and careful analysis of this type of expansion would be necessary to minimize risk of project failure. The SWOT is useful in clarifying our marketing questions. The key is to address our shortcomings so as not to give the competition an upper hand and not raise concerns with our customers and capitalize on our strengths for continued success. 4. Create the market position for your product and service. Explain your rationale. Product positioning, according to the Encyclopedia of Business, involves the tailoring the entire marketing program to include product features, distribution, price, quality and service to meet the needs of the consumer within the specific market segment. In this manner, the product positioning is part of the overall market segmentation. Product position takes place in our distributors store, or target market segment and tells us how we can strive most effectively in that market segment against our competition which are also present on display. The key is to understand the consumer perceptions of the product and the marketing behind it. Quality, reliability, affordability, unique features, benefits to the customer is just a few attributes of product positioning. According to Lacobucci (2012) positioning is often about modifying the four P’s of marketing (position, price, place and promotion). In the case of our company, our reputation is a reflection of the position to provide a quality product at a competitive price while leading the market in innovation. Our company performance is attributed to the quality of our employment staff. Our employees are at the core to our success. We have established core values for our company’s work force by creating a positive work culture with recognition of the whole person concept. The strategic leadership from the top on down to the employee fosters productivity with reward and recognition to enhance their performance in support of the company operations to include our marketing efforts. Thus the positive and proactive personality of our company in meeting its marketing objectives is a direct reflection of the quality of every member of the Blue Steel Tool Team. As we continue to grow and develop products for sale, we position our products at a distribution sales point or market segment with the greatest customer exposure for maximum market penetration. We will service our product to the satisfaction and benefit of the customer so as not to jeopardize customer confidence as well as the business relationship with our market segment. The product we create and the service we provide are a direct reflection of not only our company, but that of our distributors. Our products are designed to meet the working needs of our professional as well as consumer clientele with a level of quality that meet or exceed expectations at the best value. References Lacobucci, D. (2012) Marketing Management: 2012 custom edition. Mason OH Market Segment Defined Retrieved from http://www. businessdictionary. com/definition/market-segment. html Morley R. (2006), Trumpet Print Edition: The Death of American Manufacturing, February 2006 Retrieved from http://www. thetrumpet. com/index. php? page=articleid=1955 Reference for Business Product Positioning: Encyclopedia of Business, 2nd ed. Retrieved from http://www. referenceforbusiness. com/small/Op-Qu/Product-Positioning. html Target Market Defined retrieved from http://www. businessdictionary. com/definition/target-market. html

Case study: Aging Mind and Memory

Case study: Aging Mind and Memory abstract Hearing loss is one of the most common problems of aging affecting older adults. Hearing loss, in particular happens for many reasons. The purpose of this research is to find the age related causes of decline in cognitive functions and hearing abilities of older adults Research indicates that loss of hearing is a serious condition faced by almost one third of aging adults. Hearing loss also has an impact on the cognitive function. This results in forgetting and memory loss. Hearing aids can help improve the quality of life for aging individuals as it betters the hearing process. Hearing loss has several implications on our lives. Populations worldwide are aging. Modeling techniques are required to reach valid inferences about age effects and age changes. A human brain goes through changes during the ageing process. As the population continues to grow older age and life expectancy increases the certain problems arise. The Multiple problems of ageing are that in older ages minor problems may have a greater psychological impact because of age related reasons. Introduction This research proposal is an attempt to study the effects of Aging on the most complex organ of the human body, the brain and to assess the associations between perceptions of aging and behavior. Hypothesis 20% or less of hearing loss or decline experienced by elderly adults result from injury or chronic disease. Hearing loss is one of the most common problems of aging affecting older adults. Normally from what we see every one in three person whose older than 60 has a hearing problem. These hearing problems can make it harder for the older people to understand the instruction, respond to any kind of warnings, to hear doorbells, phone bells and alarms. This can all be frustrating for the other family members and will make it hard to enjoy talking to friends. Moreover such issues could be embarrassing and dangerous as well. (hearing loss and aging, 2009) Therefore its very important to understand why such problems occur. Hearing loss, in particular happens for many reasons. Mostly many people lose their hearing slowly as they age, a condition which is known as presbycusis. This problems runs in families and reasons for it have not yet been figured. (hearing loss and aging, 2009) At times hearing loss could also be caused by exposure to too much loud noise, a condition known as noise-induced hearing loss. Examples of this kind of hearing loss could be found in many construction workers, musicians, farmers, tree cutters and people in the army. Sometimes these hearing problems can cause ringing sounds in the ears as well. Other than this hearing loss can also be caused by head injuries, virus or bacteria, tumors, certain medicines and heart conditions or stroke. However all these reasons contribute only less than 20% of the causes of hearing and memory losses because in majority these problems along with decline in cognitive functions are significantly a consequence of aging. (hearing loss and aging, 2009) Purpose statement To find the age related causes of decline in cognitive functions and hearing abilities of older adults Primary Research question What are the causes of decline in cognitive functions of the older adults? Other research questions Qs1) aging is the most significant reason why older adults suffer from hearing loss? Qs2) injuries and chronic diseases mostly cause memory loss on older adults? Qs3) older people are less productive because of the sensory losses they suffer from? Qs4) study of gerontology is important to get rid of problems like hearing and memory loss? Objectives The purpose of this research is primarily to find out the most important causes of hearing loss and decline in other cognitive functions in older adults. The research will emphasize also on effects of ageing on psychological and social issues such as Learning, Memory, Reaction time , Intelligence, sexuality, and stress along with certain neurological problems that incur as a result of changes in the brain associated with ageing. The biological and chemical changes taking place in our brain which result in psychological effects have been studied. Methods Research tool The research would be carried out with the help of a Questionnaire including both open ended and close ended questions. Sample populaion The Questionnaire would be filled by randomly selecting 1000 individuals from various localities of the City, with diverse backgrounds and economic situations. By doing so, the sample would be a true representation of the elderly in the whole society and not just a biased one representing a minority. These people would include both males and females and individuals only between the ages of 50 and 70. In order to avoid biasness they will be allowed to anonymously answer the Questionnaires. Where will the research be conducted? Questionnaires would be provided to these individuals at various hotspots for the elderly which include hospitals, golf courts, parks, jogging tracks , shopping centers, workplaces and Old Homes. Also this in turn will allow us to get a diverse sample which would include the elderly from all spheres and conditions of life. Analysis of the data The data obtained from the questionnaire would be weighted prior to the performance of the statistical analysis that shall be carried out so that the results would better reflect the age, gender, marital status and the educational level of the individuals. Thus by dividing our data collected on the basis of gender, marital status, educational status, economical conditions, we would be better able to study the effects of Aging on these individuals and also be able to determine whether any of these elements have a direct correlation with the psychological effects on the brain. Limitations However, every method used to collect research data has a few limitations attached to it thus affecting the Research. Similarly, in our research method used, participants may be unwilling to answer certain questions or may inaccurately answer them. Thus data may not be so accurate. Also they may respond by providing us with biased answers which also in turn affects the quality of our research. Discussion As we grow older, we may grow wiser, but we can also experience memory loss and cognitive slowing that can interfere with our daily routines and impact our personality. Chronological ageing as a frame of reference for the study of developmental phenomena is widely used but not very well understood. Much remains unknown about how normal ageing affects the neural basis of cognition, but recent research on individual differences in the trajectory of ageing effects is helping to distinguish normal from pathological origins of age-related cognitive changes. Two thirds of all people eventually experience some  significant loss of mental lucidity and independence as a result of aging. Individuals who are 60 years and older experience significant cognitive declines, including a weaker memory (memory loss or absentmindedness or both), decline in levels of concentration, clarity of thought, focus and judgment with an increase in the onset of several neurological problems like Alzheimers disease, Parkinsons disease and stroke. (W.Browne, 2003) Many problems are due to memory loss in older ages. Some common age related dementia includes:. Recent memory loss. Usually people suffering from age related Dementia forget things, and never remember them. They might ask the same question again and again each time forgetting that the question had already been answered. Difficulty performing familiar tasks. They might perform a task and then forget to perform it or will forget about performing it at all. Problems with language: people in older ages may forget simple words or use wrong words, making it hard to understand what they want. Time and place disorientation. They may forget where they are, where they were supposed to go or where they live. Misplacing things. Patients may put things in the wrong places. Then they cant find them later. Changes in mood. Everyone is moody at times but as people grow older they have faster mood swings, going from calm to tears to anger in just a matter of minutes. Cognitive Functioning e.g., impairments in concentration, distractibility, lack of planning, poor judgment, rapid forgetting, failure to learn. (Andrews, 2009) The community also suffers from the loss as these conditions will have a large amount of social cost. What this research means to: The aging community This research will help the aging community to better understand the problems it faces and also how to get rid of these problems by having an insight on the root causes. Aging individuals tend to ignore the developing loss of hearing and avoid getting it treated or examined at the early stages. If hearing problems are prolonged then it becomes even more difficult to treat them. Research indicates that very few people actually use hearing aids (roughly about 24% of those with hearing loss). 16.7 hearing aid that have been sold remain unused, as indicated by a recent study. Although hearing aids produce a 77% satisfaction rate, yet its usage is quite low. The researchers The researchers would know what aspects they need to study further and what other sort of researches need to be conducted in order to find answers to problems. Furthermore, research on the aging mind necessarily entails an applied orientation; therefore, future research also needs to include more specific focuses on identifying age-relevant knowledge, aging-friendly social and environmental contexts, and aging-rectifying training programs to help old people better allocate and compensate their declining cognitive resources. (Davies, 2004) Older adults Loss of hearing is a serious condition faced by almost one third of aging adults. If precautionary measures are not taken then this condition gets worsened and has serious detrimental effects on the aging individual as well as his/her personality. The most feared aspect of aging is losing mental function. In fact this constant fear directly affects our quality of life. Many individuals often believe that they are losing their mental functions and as a result, they experience a loss in their self-esteem and withdrawal from society and social settings. Relationship of age-related physiological changes and hearing loss As individual ages, certain changes take place within the body that are chemical, biological or physical. In a similar manner the human brain also goes through a structural change which is a process known as ventriculomegaly in which the cerebral ventricles expand. As a result of this some of the connections between the neurons are reduced or become inefficient. This is the reason why these physical changes directly affect the psychological processes in the brain. (Browne, 2003) Hearing loss also has an impact on the cognitive function. A recent Brandeis University study found out that people with mild to serious hearing loss may find it difficult to retain what they have heard because most of their concentration span diverts towards trying to listen what is being said rather than trying to comprehend what is being said. This results in forgetting and memory loss. Physical and psychological problems will make people more dependent on others in their everyday life. They can have an impact on the individuals ability to work or engage himself into any meaningful activity and will negatively affect the social attitude of the person. Creating better support systems In cases like these the support systems help patients live as actively as possible until death. These support systems address the needs of the older aged patients and their families and provide them with necessary counseling. This is done in order to solve all sort of psychological, social or spiritual problems. The goal is to achieve the best quality of life for the individuals and their families. (Davies, 2004) Neuroscience researcher Dr. Arthur Wingfield suggests that individuals who communicate with people with hearing problem should pay special attention to the decline in cognitive function that may be accompanied along with it, and hence should speak more clearly, concisely and pausing after each clause in their sentence. In order to develop a good support system for individuals who face loss of hearing, guidance should be given to avoid feelings of anxiety, passivity, learned helplessness, paranoia, cognitive decline, hopelessness, withdrawal, isolation and depression. With patience, love and care the condition of individuals who suffer from loss of hearing could be made better. Depression may be avoided if such individuals are given company and care. Hearing aids can help improve the quality of life for aging individuals as it betters the hearing process. Due to this the aging individual can develop better social, family and work relationships. The recovery from all these problems will depend on some factors like the severity of the condition, age, health status , personality and the availability of support services. Social attitudes towards memory loss/decline Hearing loss has several implications on our lives. Those aging individuals who face this condition cannot converse well and hence leads to social cut off. It also causes embarrassment, feeling of isolation and loneliness. After Arthrisis and hypertention, hearing loss is the third most prevalent disabling condition. A lot of aging individuals do not take loss of hearing seriously, although it can have serious implications on their lives. The quality of life of people who have to face loss of hearing deteriorates and their involvements and socializing reduces along with loss of confidence. They feel embarrassed and hence avoid conversation. Conclusion Populations worldwide are aging. True experimental work on aging is not possible because age levels cannot be manipulated. Sophisticated theoretical frameworks and modeling techniques are required to reach valid inferences about age effects and age changes. Aging naturally causes changes in physical, cognitive, and social capabilities of a person. Age related changes like declining strength and difficulty in remembering is experienced as a kind of loss. Such Experiences of loss negatively affect health however some people maintain a positive health attitude instead which gives rise to a variety of these experiences. A positive health attitude is associated with persistent beliefs and behaviors. So even in older ages people can maintain their health if their beliefs are positive and they find themselves less susceptible to diseases. Optimism in an individuals personality and people with a perceived control of life events are those aspects of the personality which help in maintaining good physical health as well. (Carroll Estes, 2009) The Multiple problems of ageing are that in older ages minor problems may have a greater psychological impact. Older people suffer from additional problems of mental impairment, economic hardship and social isolation which can cause distress and other the cumulative effect of which could be greater than any disease. How are the families and community being affected? Researchers are involved in finding ways to keep our brains young so as to prevent it from ageing and to delay the onset of disease that follows from it as a result. A very well known age related disease is Alzheimer. This disease and other age related dementia can cause many problems for the individuals and their families. Families of people with neurological conditions suffer from considerable emotional distress and burden, which can have an impact on their own mental health. A consequence would be Feelings of grief, anger, frustration and guilt which will eventually lead to depression. In fact family and community stress is associated more with a persons alterations to personality and interpersonal behavior. It results in conflicts and frustration. As more people survive into old age they also begin to suffer chronic illnesses and need some form of help from their families and people around.(Rama K. Jayanti, 2004) Importance of this research The research on age related problems of personality and cognitive function can help in raising awareness of the implications that an aging population can have for the society. More research needs to be conducted and investment needs to be done for the care and treatment of people with such illnesses. (Carroll Estes, Maggie Kuhn: social theorist of radical gerontology, 2009). Ageing and its effects on the psychological functioning of a person will influence his ability to mix in with the community, access services like treatment, rehabilitation and education, create problems in family and social relationships, ability to get any emotional support from people and develop a positive quality of life. (Committee, 2005) Therefore, with the help of this research the impacts of aging can properly be understood which help the individuals, their families, communities and the caregivers in better understanding all these problems. More solutions could also be found and better support services caan be created withmore awareness. Moreover, new aspects of research that has stillnot been conducted can be discovered. literature review There are several different types of hearing loss, it may be very serious such as significant decline in hearing capability or it may be quite mediocre which is a slight decline in hearing capacity. Biologically hearing loss is classified into Presbycusis, Sensorineural and Tinnitus. Presbycusis, people who have this type of hearing loss find it difficult to hear what others are saying and cannot stand loud noises. It has age related causes. (hearing loss and aging, 2009) Sensorineural hearing loss is a type of hearing loss that results from damage to different tissues of the inner ear. People with tinnitus may hear different kinds of loud noises inside their ears, such as ringing, roaring, and screaming etc. Tinnitus may be caused by loud noise, hearing loss, certain medicines, and other health problems, such as allergies and problems in the heart and blood vessels. The causes of this unusual loud noises being felt inside the ears is unknown. According to a study by National Council on Aging (2008), aided hearing loss improves the quality of life. (hearing loss and aging, 2009) Early diagnosis is extremely important to slow down or curb the hearing loss. If it is caused by some drug or allergy then that may also be detected. A survey in 2006 by Marke Trak found that nearly 32 million American (10% of the total population) have hearing loss. The survey stated, The greatest increase is among baby boomers due to noise exposure and among those who are age 75 and older, due to aging. A research by Dr Robert D Frisina (Ph.D.), an expert on age related hearing loss, and his team at the International Center for Hearing and Speech Research (ICHSR) in Rochester, NY, funded by the National Institutes of Health (NIH) indicates that feedback and timing that influence the older persons ability to distinguish speech sounds. (Mares-Perlman JA, 1998) He explains that, There are many people with good inner ears who just dont hear well. The human brain starts to develop problems with filtering, sorting and making sense of the massive information flowing in through sensations, when an individual reaches the age of 40s or 50s. Dr Frisina has noticed this change in him as well as in other aging individuals he counsels. (Mares-Perlman JA, 1998) The slow processing of sensations in the brain due to aging, reflect the cause why so many older adults experience speech discrimination difficulties in noisy situations. Older adults with normal hearing also face the same circumstance. There are a lot of books and studies which tell us that as a person grows older certain personality disorders develop. These Personality disorders are reflected in their interpersonal skills also that older people tend to give unexpected responses to clinical treatment. Patients with such personality disorders are often described in as difficult. (Committee, 2005) A human brain goes through changes during the ageing process. As a person grows older every organ of his body deteriorates and same is the case with the human brain. These changes and deteriorating factors in this organ impact the personality of the individual as a whole because it is the most sensitive and crucial part of the human body. The cognitive declines usually associated with aging are observed in the processing speed and reaction  times, Cognitive control, Executive functions and Memory. The most frequent personality disorders among the old age people are paranoid, schizoid and self defeating disorders. There are also treatments of these disorders. (Jason.L.Powell, 2004) According to the recent studies the older people as compared to the youth are becoming more economically and demographically attractive. However, there are costs of an ageing population that the society bears as a whole. (Andrews, 2009) Our society nowadays discriminates the elderly and they are being ill treated. However Primitive agrarian cultures very existence depended upon the knowledge earned from experience, valued their elders, but even they were o moved to killing the non productive members of society because of harsh conditions of subsistence living. (Carroll Estes, 2009) As the population continues to grow older age and life expectancy increases. As a result continued awareness, study and research concerning the psychology of adult development and aging is becoming highly important. The journal tells about the importance of building support systems with awareness programs. (W.Browne, 2003) appendix QUESTIONNAIRE Demographics: Age: Gender: Marital status: Education level: QUESTIONS: Question 1 Aging is the most significant reason why older adults suffer from hearing loss? A) Strongly agree b) agree c) not sure d) disagree e) Strongly disagree Question 2 Injuries and chronic diseases mostly cause memory loss on older adults? A) Strongly agree b) agree c) not sure d) disagree e) Strongly disagree Question 3 Older people are less productive because of the sensory losses they suffer from? A) Strongly agree b) agree c) not sure d) disagree e) Strongly disagree Question 4 Study of gerontology is important to get rid of problems like hearing and memory loss? A) Strongly agree b) agree c) not sure d) disagree e) Strongly disagree Question 5 Building of better support systems can lessen the costs of aging suffered by the individual? A) Strongly agree b) agree c) not sure d) disagree e) Strongly disagree Question 6 Age related physiological changes are a cause of alterations in personality of older adults? A) Strongly agree b) agree c) not sure d) disagree e) Strongly disagree

stem cells :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  After a typical delivery the umbilical cord and the blood within it is discarded. Now researchers have discovered that this blood contains valuable stem cells which can be used in the treatment of several blood disorders. Stem cells are simply undeveloped cells that develop into platelets or red and white blood cells. Stem cells will continue to produce blood cells for an indefinite period of time after transplantation. Until the discovery of stem cells in umbilical cord blood and placentas, bone marrow stem cells were the primary means available to those in need of a transplant. The harvesting process for bone marrow stem cells involves anesthesia, and major surgery with a collection time of up to four hours. Cord blood stem cells can be harvested directly from the already detached umbilical cord and placenta in about five minutes, with no pain, anesthesia, or patient risk. There are two types of cells used in stem cell transplantation. Haemopoietic stem cells co me from umbilical cord blood. Bone marrow stem cells are known as autologous. Stem cell transplants are necessary after a patient has undergone a radical treatment such as chemotherapy. While these treatments destroy unhealthy cancerous cells, they also destroy otherwise healthy cells that are needed to maintain a strong immune system. Stem cells from cord blood transplants typically fail for one of two reasons. The first occurs if chemotherapy fails to kill the pre-existing tumor, and the second if the newly introduced graft becomes infiltrated with tumor cells. Stem cells from umbilical cord blood do have a few downsides. First, the available collectable volume is not typically enough to reestablish an adult immune system. Most adults and older children are not suitable for cord blood transplantation. Also, there is not enough blood to create a reserve in case of unsuccessful engraftment. Only small amounts of blood can be obtained from umbilical cords, so recipients are tradition ally children who require fewer stem cells than adults. One advantage of cord blood is that it does contain significant numbers of stem cells that can be stored indefinitely. It also poses no medical risks to the donor, and has a low graft-versus-host-disease (GVHD) threat even when combined with a non-matched donor. Minority children stand to gain the most benefits from umbilical cord blood (UCB) because there is such a small reserve of donated minority blood and exact matches aren’t always necessary with cord blood.

Frost Essay -- essays research papers

Explication of â€Å"The Road Not Taken†   Ã‚  Ã‚  Ã‚  Ã‚  Robert Frost, a poet from the early Twentieth Century, is well known not only for his elegant style, but for his use of great symbolism throughout his works. In â€Å"The Road Not Taken†, he depicted his theme and meaning through a four stanza poem which consisted of a set rhyme scheme (A, B, A, A, B). This poem has left its readers with many different interpretations. It is one’s past, present, and the attitude with which he looks upon his future that determines the shade of the light that he will see the poem in. In any case, however, this poem clearly demonstrates Frost’s belief that it is the road that one chooses that makes him the man who he is.   Ã‚  Ã‚  Ã‚  Ã‚  In the first stanza, the narrator says, â€Å"And sorry I could not travel both...† This quote is plainly explaining how difficult is it to make a decision because it is impossible not to wonder about the opportunity cost; what the decision maker will miss out on. There is a strong sense of regret before the choice is even made and it lies in the knowledge that in one lifetime, it is impossible to travel down every path. In an attempt to make a decision, the traveler â€Å"looks down one as far as I could†. The road that will be chosen leads to the unknown, as does any choice in life. As much as he may strain his eyes to see as far the road stretches, eventually it surpasses his vision and he can never see where it is going to lead. It is the way...

Myth- Aliki, The Gods And Goddesses Of Olympics :: essays research papers

Myth- Aliki, The Gods and Goddesses of Olympics History 106-05 Nov. 27, 1996 Eng. 265-01 Oct. 1, 1996 Prof Janice Antczak Myth- Aliki , The Gods and Goddesses of Olympics , Harper Collins Publishers , 1994 . After reading The Gods and Goddesses of Olympus , my first reaction was that it was a wonderful and fascinating example of how Greek mythology explains the theories about life , death , and the wonders of nature . Although I enjoyed the book , I also wondered if it was a little too confusing to a young child , since many long Greek names were used and many characters interacting together became too complicated and involved. The story began with the creation of the earth , sky, all living things, and with the birth of the Gods and Goddesses that reigned on Mount Olympus . The author also took each of the twelve gods and goddesses and individually summarized their personality and duties and their purpose and connection to the world . The author who also illustrated the book , used brilliant and vibrant colors and also portrayed the personality visually by scenes and images that clearly showed the emotional side of the gods . This myth contained some violence , sinister and inappropriate behavior among the gods and cruel and even frightening illustrations that I thought might be too overwhelming for a young impressionable mind . An example of this would be when " Cronus married his sister Rhea , and they had many children . But Cronus was afraid that one of them might overthrow him just as he had overthrown his father . So as each child was born , he swallowed it ." Although Cronus eventually "throws up" the unharmed children in the end, I feel the initial reaction might be more lasting , as well as the fact that Cronus married his sister , which is an unacceptable taboo in society . There were other strong images conveyed , both verbally and visually dealing with death , jealousy , deceit , and deformities of man and beast . Although I enjoyed this book , I felt it should be read to an older audience that will not be negatively impressed by some parts of the story . Tall Tale : Kellog Steven , Sally Ann Thunder , Ann Whirlwind Crockett , Morrow Junior Books , 1995 In this tale , author Steven Kellog depicts the incredible story of a girl named Sally Ann Thunder Ann Whirlwind who has an amazing amount of strength, vitality and agility and who sets off for the frontier at age eight .

A Brawl in Mickey’s Backyard Essay

A Brawl in Mickey’s Backyard was a very complex and controversial case! SunCal wanted to build affordable housing in the resort district however, Disney was opposed to this plan. Disney wants that resort district built up with tourism in mind. Disney would rather see hotels and restaurants to further accommodate their customers. Stakeholders play a vital role in a business! It’s important to consider the opinions and thoughts of both market and nonmarket stakeholders. When we look at this case, there are a lot of stakeholders for Disney that are involved in this. Let’s begin by looking at some of the market stakeholders. These market stakeholders include Disney’s employees, who would benefit from cheaper housing in an area close to their place of employment. Often the employees don’t make very much money and are having to commute longer distances. This affordable housing would’ve greatly helped them. Customers are also another market stakeholder for Disney. The idea is for the customers to feel â€Å"they’re in another world†. Disney is keeping them in mind and trying to make more attractions in the area that make them more appealed to the area. Of the nonmarket stakeholders the most relevant in this case was the community itself and the City Council. In order for that community to thrive in the way it does, it’s important to keep businesses thriving as well. The City Council is involved because it had to be voted on because it was in a resort district. Although I can see both sides have great points, I feel very strongly that the workers for Disney should be able to find affordable living quarters in the near vicinity. I hope that Disney realizes that they should value their employees because the tourist couldn’t be accommodated without them. I think that SunCal should be able to build the affordable housing area in a near vicinity, just not on the resort itself. I also think that Disney should go out of it’s way to help SunCal because this housing will benefit their employees. A Brawl in Mickeys Backyard Essay Q1 The issue in the case of â€Å"A Brawl in Mickey’s Backyard† is that the employees at Disney feel that they are not treated well by the famous theme park owners going so far as to say that â€Å"they want to make money [referring to Disney], but they don’t care about the employees†. The uproar and the sentiment was expressed more vigorously in the opening scene of the case, when dozens of protestors gathered in August of 2007 to stage a kit to express their open displeasure at Disney’s lack of support for their employees. The protest was instigated when a local developer called SunCal arranged to buy 26 acre site in the resort district across the street from the theme park. SunCal plans were to build 1,500 condominiums with 15% of the units set aside for below the market rate rental apartments. Since housing in Anaheim, California [the home to the Disney theme park] was expensive, many of Disney’s 20,000 employees couldn’t afford to live there. The average price of a house in the vicinity was more than $600,000 and a rental of a one bedroom apartment was $1400 a month. Keeping in mind custodians at the park earned an average of $1916 a month so that would leave them with only about $500 of their salary barely enough to sustain them for the rest of the month! Also, keep in mind that restaurant attendants earn around $1166 a month, so a rental is out of the question, which brings us to the fact that only about 18% of the resort employees are able to afford living in the area. The 16400 employees are left to commute long distances by car or bus to get to work. Furthermore, when SunCal wanted to proceed with its plans it had to get permission from the City Council, because its plans for the development were in the resort area. It wasn’t clear if SunCal was going to succeed so it roused a lot of advocates from the employees at Disney as well as affordable housing advocates as well as by other individuals and groups who supported the prospect of reducing long commutes, thus reducing air pollution. However, Disney was in the way. It greatly opposed the plan for several reasons. One of which was that the resort district across the street was just that: a resort district. In the early 1900’s , the city of Anaheim designated 2 square miles across the street from the theme park as a special resort district. The resort area, which was 5% of the city’s area only, produced more than half of its tax revenue by 2007. Therefore the area and any development new or old within it were restricted to serve only tourist needs. This meant tourism related development such as hotels and restaurants, Disney argued, and not affordable housing. Disney argued that it wasn’t against the issue of providing the employees with affordable housing, but it is against it being in the area that is allocated for tourism. Having SunCal go ahead with its plan will affect the area and its theme park subsequently because it will take land away from being allocated to tourists needs [will be explained more fully in Q3]. â€Å"It’s not an either/or† Disney argued â€Å"Anaheim has to address the issue of affordable housing but it also had to protect the resort area! † The two sides quickly formed their own advocates. SunCal advocates formed the Coalition to Defend and Protect Anaheim declaring that â€Å"these new homes would enable many families to live near their places of work and thereby reduce commuter congestion on freeways†. Disney’s advocates on the other hand formed Save our Anaheim Resort District to protect the resort area from non-tourism projects. The City Council was split on the issue, to say the least. The five person council has to decide if it will give permissions for SunCal to proceed to build its development plan in a site located strictly for tourism projects, only because this will solve the affordable housing dilemma, or stick with Disney’s claim that the site was made from the start for tourism projects and disregarding the fact now will only hurt the area and the businesses in it as well the theme park of course. Q2 The relevant market stakeholders are Disney’s stockholders, creditors, suppliers, customers, employees and distributors as well as other resort based owners located within the resort district. The nonmarket stakeholders are the community, government, media, and non-governmental organizations. Q3 The stockholders of Disney will be affected adversely by SunCal plans because it might slow down the flow of tourists to the area and thus affect the theme park’s profits and the stockholders profits, dividends subsequently. They are opposed to SunCal’s proposal solely because the area should be targeted to bring about as much tourists to the area and thus enlarge the theme park’s tourist segment and bring out more potential profit and capital appreciation for the stockholders. The same can be said about the resort based business owners, because they may depend on Disney which is the main attraction for the continuation of their businesses. Fewer developments for tourists, less tourists, lesser incentives for them to come to the area and as such will affect Disney adversely which in return will affect the businesses that depend on it for tourist attractions. Moreover, this will in turn affect the creditors, suppliers, and distributers of Disney. The amount of credit needed to run the theme park will be reduced heavily since there will be fewer tourists to attend to. Fewer supplies will be needed if tourism will lessen in the area and as such there will not be as many supplies being distributed. Therefore, the creditors, suppliers, and distributors are all against SunCal’s proposal because it might affect the success of their business if Disney’s attraction is compromised. This can even affect the employees [at Disney and at the various businesses in the resort area] because they will be impacted in various ways including reduced hours or layoffs and reduced salaries, if tourism in the vicinity decreases. The community, government, media and non- governmental organizations can be all entities that are split on the issue. The community for example, is split between providing a solution for the affordable housing issue [therefore in favor of the proposal], or preserving the area that brings prosperity to a lot of businesses [against the proposal]. The same can be said about the government, to be specific, the chamber of commerce is against SunCal’s proposal because it might lesson the profits that the city reaps [the resort area produces more than half of its tax revenue] and the other side of the government wishes to appease its community and wants Disney to take responsibility for its employees. The non-governmental organizations such as the activists we’ve seen in the first scene of the case and the unions that represent Disney’s affected employees from the long communes’ are in favor of SunCal’s plan. However there might be other unions and activists against the plans, even though they are not mentioned specifically in the case text. Q4 The relevant market stakeholders are Disney’s stockholders, creditors, suppliers, customers, employees and distributors as well as other resort based owners located within the resort district. They all have legal power, in which they can bring suit against a company for damages, based on harm caused by the firm. The stockholders in Disney have Voting Power, of which they can exercise their voting rights based on share ownership. They also have the power to inspect the company’s books and records. The creditors, suppliers and distributors, customers and employees have Economic Power. The creditors may call in loans if payments are not made. Suppliers and distributors may supply or distribute to competitors, or even refuse to meet orders if conditions in the contract are breached. Customers can imitate the suppliers and distributors in which they can switch loyalties and purchase their goods from competitors, or even go to extremes such as boycotting the goods and products if deemed unsatisfactory. The employees can from unions to bargain for their wants, they can even refuse to work or take action and perform strikes. They may even go public and influence the media to adopt their issues.

Ingredient Branding of Industrial Goods

member faulting of Industrial Goods A display moorage study of both unmistakable incompatible self-propelling providers Waldemar Pfoertsch1 / Johannes Rid2 / Christian Linder3 bring up This motif concerns part stigmatisation to a greater extent(prenominal) specific anyy, instalment reproaching for industrial unattackables. Although seek in trimmings stigmatization has been quite intensive in the argona of steady moving consumer goods, considerably less explore has been gondolaried knocked out(p) for industrial goods. In this paper, the authors support brainwave into whether triumphful divisor swording discharge be maneuverred to industries w present it has non been a ordinary phenomenon self-propelling providers.Two major companies in the cable carmotive fabrication be coffin nailvass in this paper Autoliv, a major player in auto- guard duty supplies and equipment machinegon merelytocks belts and airbags, and Bosch, producers of a large varie ty of railroad gondola comp wizardnts, interchangeable diesel and gasoline nip systems, braking components (e. g. ABS and ESP), and starting motors and alternators. The take noteings include enormous capableness for B2B companies in the expanse of segment tainting. automobile providers, for instance, ask r arly used the natural selection of vaneing their grammatical constituents at the finished growth.The authors commit a historical purview, furnish e. g. that ABS braking system, invented by German supplier Bosch would contain been a perfect enduredidate for instigator conjureing to the last examination client. In the purchasing decision of potentiality elevator railroad car buyers, the ingredient ABS, provided by a strong ingredient manufacturing business (e. g. Bosch) could give way of life led to a preference of buy a specific car, and in the end, added to the suppliers study and revenue. 1. Leveraging the post We now live in a world w here con sumers receive thousands of impressions and messages e really day.Ever increase competition makes it more difficult for a message to r for from each one one the audience and in any incaseshie group, with the consequence that it incurs harder for a consumer to diametriciate among specks. get aheadmore, as competitive advantages and resolves atomic number 18 copied at a higher speed, intersections and services be do it more alike. In this kind of environment, it is primal for producers to find a position for their product or service in arrange to focus and clarify the attributes that make their product eccentric to the customer.In response to this current business environment, research and best practice show that more and more firms adjudge come to the realization that one of their or so priceless assets is the bulls eye name associated with their products or services. (Keller,2003, Pfoertsch/Mueller, 2006). Producers disc over that powerful stigmas ar beneficial to the friendship dishonors, therefore, are genuine assets and, like early(a)(a) exploits of asset, they can appreciate considerably as a run of careful charge and discipline. (Blackett, in Murphy, 1989).Kotler/Pfoetsch (2006) eat turn out that B2B daubing carrys strong competitive advantages, by implementing a holistic blot move up companies can accelerate and increase their boilers suit advantage compared to companies that do non go the alley of B2B denounceing. give aways should be seen in a holistic manner where all activities of a companionship should be integrated to get the maximum advantage (Kotler/Pfoertsch, 2006). Strategic success business loss leader be achieved with leveraging the print, because the strike off is one of the close strategical and honourable assets a firm delivers.Possibilities to leverage the distinguish include line extensions, strand so forthing the pock vertically, instigator extensions, and co- cracking (Pfoert sch/Schmid, 2005). Co- smearing means that two nones form an adhesiveness in one or several sweeps that lead to a unsanded product mark with both patsys. broker marking, on the other hand, is a tick that is solely used as a component of a pited oblige (Riezebos, 2003). According to Norris (1992), there are two relevant criterias that moldiness be carry out for ingredient noniceing. First, the component can notwithstanding be bought and consumed by consumers as a part of the disfiguremented article.Second, the tick name of the component is only used for much(prenominal) an ingredient (and not for normal strike outed articles as salubrious). 2. Can you ingredient deformity where denting is not a common land phenomenon? The reason companies start to co-operate is due to proficient and psychological changes of the business environment. There are two reasons wherefore this occurs (Uggla, 2000) First, technology and impertinently distribution patterns open up s ensitive possibilities for cooperation where bell ringer extension and defacement alliances dumbfound more interesting from a strategic point of view.Second, consumers look for risk reduction, and grass extension and stake alliances powerfulness be the right strategies to reduce consumer risk. Strategies to meet the demands of a changing world are co- stigmatization and ingredient blot. There are some good examples of ingredient stigmatization of durable goods on the securities indus campaign, much(prenominal) as Shimano as a component supplier of cycles, and Intel in the reckoner constancy. Intel, for instance, positioned itself to be the heart and soul of in the flesh(predicate) electronic computers.The dodging was to pull in a inciter, and it marched for PCs (Karolefski, 2001). In other industries that produce industrial goods, like the car application, ingredient branding has not been a common dodging. The primary hesitation that gui stilbestrol us by di nt of with(predicate) this paper is Is it mathematical for industrial goods patience like the automotive industry to follow an ingredient brand when ingredient branding is not a common phenomenon? 3. Analyzing with real world info In this paper, real world data from two different companies were collected and compared.A qualitative approach was elect, which enables us to analyze, infer and yield the website rather than boastful standardized results. The aim was to understand the outline of ingredient branding as a whole. look was mainly tightd on accumulation data through interviews with decision makers (respondent interviews), which implies that the interviews are of a strategic nature. A strip study approach gives the possibility of getting deeper insight into a real line or situation and to as definite how interviewees embrace their situations.The presented shields are Bosch and Autoliv, two companies representing the car supplier manufacturing industries. Sinc e this study aims to overhaul understand why and under what circumstances companies choose an ingredient brand dodging, the case study approach was seen as the most eliminate. The Robert Bosch GmbH, Stuttgart twirls a ample range of products to the market, both as a supplier to different kinds of manufactures, as well as a producer of consumer goods. It had 2007 a turnover of 46,7 billion and employs over 271,000 good deal in most 50 countries.Today, 70% of Bosch turnover is from the car industry it is a pioneer in the automotive supplier industry, with products that include ABS and ESP, dead reckoning systems, brakes, starter motors and alternators. some other(prenominal) major car supplier, Autoliv Inc. is headquartered in Stockholm, Sweden, the result of a merger amid Autoliv of Sweden, founded in 1953, and the American caller-up Automotive condom Production, started in 1997. Autoliv of Sweden was the inventor of potty belts, which graduation came onto the market i n 1956, and developed the premiere airbag for cars in 1980.Autoliv has about 30% market share in its incision on a worldwide initiation, and employs about 6,000 people, with gross revenue in 2004 of $ 5 billion. 4. Leveraging the brand for industrial goods If a fraternity realizes that it cannot trespass on its own brand alone, it force choose to capitalize on other brand. This implies that ac order A emergencys to borrow connecter of a brand from company B. It follows that company B in turn must to a fault want to have something from A, since B must besides bene fit(p) from its connector with A.Generally speaking, three requisites must be exe jivee before company A and B collaborate 1) Both companies must have sufficient brand fair-mindedness, otherwise they would not be able to borrow out any connections (Keller, 2003) 2) company A and B should have a common grounding of fellowships, moment that A and Bs indistinguishability should have a certain arcdegree of f it (Riezebos, 2003) and 3) that company A should be able to offer draws which B does not have and vice versa (Park/Jun/Shocker, 1996). (1) fitted brand equity The first prerequisite in terminals of brand individuation element is that both brands have ufficiently strong and unique associations that both of the brands (ingredient and innkeeper brand) separately have generous brand equity (Keller, 2003, p. 362). In this study, the challenge is whether Autoliv and Bosch each offer overflowing brand equity so that they could be potentially interesting furnishs for a entertain brand seeking to leverage its brand individuation. The brand equity of Bosch can be rated as high. Bosch has victoriously leveraged its own brand with brand extensions and line extensions. Bosch, in its beginnings, was a producer of car parts like starting motors and alternators.Over snip, Bosch began to capitalize and leverage its own brand by extending their product range, including the maturement and production of power tools, mobile telephones, guarantor systems, and industrial packing machines. The other company in this case study, the car guard producer Autoliv, is a well-known brand among B2B customers. Autoliv wants to work in concert with the best automotive companies in the field of car recourse device The identicalness of Autoliv is a company that ever has the technical leaders in the area of car safety equipment like airbags and seat belts.Autoliv strives to always be the first with technical development in their area. (Mats Odman, Autoliv). (2) Common basis of associations The second prerequisite is that the companies on the job(p) unitedly should have a certain degree of similarity in their brand identity (Riezebos, 2003). According to Keller (2003), the logical fit ( frame and product) amid the two brands is the most distinguished requirement for a fortunate quislingism between two brands.That means a) that both companies brand identities (host and ingredient brand) should be in symmetry with each other, and b) that the ingredient offers complementary brand associations. Main associations affiliated with Bosch are whole tone and innovation. Most car manufacturing businesss have these associations as well, therefore, a common basis of associations does exist. Bosch representatives assure that products from Bosch contribute key hold dears to the brand such as a call off from Bosch about product whole step. Bosch products are to a fault innovative in the car industry which is reflected in their slogan We bring innovation, e. . Bosch was first to introduce engine injection systems with 1600 bar pressure (Stefan Seiberth, Bosch). On the electronegative side, Bosch has the problem of being a supplier to virtually every car maker in the world, and these car shapers have astray different brand identities (e. g. the brand identity of BMW is totally different than that of Volkswagen). Autoliv can be more precise in common ass ociations. Autoliv aims to develop projects with car producers that are melodic phrase for the latest technology in car safety, most probably with car shapers in the premium segment.A logical fit exists here because Autoliv has the same aim of technical leadership as the car manufacturers they choose to work together with. (3) Offering complementary associations Finally, cooperation between brands will only work if the match brand offers complementary associations, which the host brand does not have, and vice versa (Park/Jun/Shocker, 1996). The concept of brand identity system is profound here (Aaker, 1996), and includes the following definition Brand identity is a unique set of brand associations that the brand strategist desires to create or maintain.These associations represent what the brand stands for (Aaker, 1996). Brand identity consists of twelve dimensions unionised around quadruplet perspectives the brand-as-product (product scope, product attributes, quality/va lue, uses, users, country of origin), brand-as- shaping (organizational attributes, local anesthetic versus global), brand-as-person (brand personality, brand-customer relationships), and brand-as-symbol (visual photory/metaphors and brand heritage). Though not all perspectives business leader be appropriate for every brand, it should help firms to consider different brand elements to be able to offend and differentiate their brand identity.The brand identity mannequin is structured into stub and all-encompassing identity. The hollow identity is the timeless and central essence of the brand. Therefore, it will most likely remain constant while the brand is stretched to refreshful markets and products. The extended identity consists of brand identity elements, which complete the core identity, such as a slogan, sub-brands, and the brand personality (e. g. reliable, American, German applied science, friendly). pic Figure 1 Aakers model for brand identity circumscribed wit h results from the case studyTo be able to happen upon and analyze what the case companies Bosch and Autoliv have to offer to their accessorys (host brands) in terms of desirable attributes, the in a higher place figure imbrutedd on Aakers (1996) model summarizes the most master(prenominal) advantages of the examined cases. The lector should note that this paper is ground on a study from the suppliers perspective ( coadjutor brand). Therefore, spill-over effects which the case companies cleverness receive from the producer side are not examined. Bosch offers associations which the partner brand by chance does not have.Attributes like German engineering, reliable and innovation could be intimately used and benefited from by car manufacturer girding middle and lower-class cars. Autolivs contribution to collaborationism is technical leadership. adept could say that Autoliv is a premium brand in their field of competency, thus offering strong associations in quality. To s ummarize, we can shut down that brand equity is one of the most, if not the most, valuable assets a company has. The companys brand identity is the most important work out in creating or pushing the companys brand equity. ships companys management should continuously try to leverage the brands identity. Our case companies Bosch and Autoliv prove that leveraging is fully come-at-able in the area of industrial goods 5. run low between brands So far, the authors have canvass whether the examined companies and the industrial goods sector could offer enough brand equity and possibilities to leverage. In other words, up until this part of the analysis, we have looked upon whether our case companies would be interesting partners for the producers in their industries, and if the case companies fulfill the prerequisites to make co-branding successful.Now lets look closer into the fit of brands and the field of brand association base. examine enrapture What does theory say about the tr ansferring regale? Riezebos (2003) defines discover transfer through the term deductive inference, which is the deduction of results/decisivenesss from brand images already in existence. Deductive inference is important when associations from one brand or entity is carried over to another brand/entity.For the transfer process, a source, which consumers must have certain associations with in terms of where it comes from, and a signal (inductive inference, meaning that the associations load the image of the target) is needed. In summary, image transfer is a constructive transfer from source to target, and similarly a positive feedback from target to source (Riezebos, 2003). For transferring associations, it is both incumbent that source and target have something in common (e. g. common brand name), and that the target evokes certain brand associations.Ingredient branding and co-branding are brand-stretching strategies based on image transfer. full of life success factors for ima ge transfer are 1) the sources aim of brand-added value, 2) how the products are related to each other (target and source should only to a minor degree differ from each other), 3) the target group similarity (Park, 1991), and 4) family relation (different packages sharing the same facings). Brand association base Simonin and Ruth (1998) stress the fit between brands (and between the products), which significantly affects the attitudes towards the alliance.Leading researchers check up on that companies should integrate the brands they cooperate with within their overall brand architecture. The authors have used the brand association base described by Uggla (2003) to examine the inquiry of fit. The result can be seen in the figure down the stairs where the association base model has been modified with the findings from the case studies. The association base is a relevant tool for this purpose to organize brand alliances and the brand structure from a leader brand perspective and intention.The association base describes how brands can be create together. The model contains four different core components leader brand associations, partner brand associations, institutional associations and the customers brand image. In a cooperation of brands, the advantage for the jumper lead brand is that it adds values and positive associations to the product. The partner brand gets access to the distributions channels trail to the end-consumer market. The collaboration between the leader brand and the partner will determine an association base.The customer will evaluate the perceive equity from the association base and regularise a specific brand image (Uggla, 2001). Figure 2 Modified brand association base (Uggla, 2003) Bosch, as a car part producer with German quality and innovation as their base of associations, could definitely contribute to the car manufacturers base of associations as for Mercedes-Benz suffer Passion. Autoliv has valuable associations for a po tential host brand in terms of car safety. On the other hand, Autoliv does not build brand value, Autoliv would be a weaker partner brand according to the collaboration theory.The partner brand should help to expand the base of associations of the leader brand, and the partner brands core identity should lead into the way of life the leader brand wants to go to, and the accusation should be defined by the leader brand. The partner brand should also help to strengthen the base of associations while saving in exclusivity and differentiation. Once more, Bosch has proven to be a valuable partner when time-tested a get aheadst this theory. Autoliv stands weaker in this respect because the company is not actively building brand equity towards the final customer.To summarize, Uggla (2003) suggests that a less long-familiar leader brand should be connected to a strong partner brand with high brand familiarity. A lesser-known and/or unfamiliar car manufacturer (e. g. Asiatic car manufa cturers who want to enter overbold markets outside Asia) using Bosch in-car equipment, for example, would be a positive example of this guideline. Functional and ruttish bonuss for brand collaboration A way of defining the motives for collaboration is given by Uggla (2001). He suggests a model based on a matrix, which is divided into stimulated and functional benefits, to be able to understand why brands engage in co-operation.The model is based upon Aakers theory about the brands identity, but focuses on how the components of the value proposition are divided and overlap among partners. The model divides the brands engaged in co-operation to a leader brand and (one or more) partner brand(s). The leader brand can choose to develop own associations or choose to capitalize on other brands associations. The partner brands contribution should be to expand to the leader brands base of associations and add critical physical and/or wound up attributes.Two different incentives for c ollaboration are functional and emotional benefits (Uggla, 2001). An example for a functional alliance is Intel because Intel contributes with a product (the processor for a computer) for which they have core competence. With emotional incentives, the aim of the leader brand is to endorse reputation (Cooke, 2000), which is the aim to get a better image and/or quality association with the help of the partner brand. On the other hand, the partner brand can value from the leader brands functional attributes. pic Figure 3 Applied incentive model from leader and partner brand perspectiveThe authors have modified this model in respect to the case analysis (see Fig. 3). As mentioned above, a brand that wants to lend associations to another brand strong must have strong incentives that can be any functional or emotional. For car producers, works together with Bosch could gain core competence and expand the value proposition (e. g. Bosch as a technology leader in ESP, ABS and diesel techno logy). This is according to the theory (Uggla, 2003), which says that collaboration based on functional incentives implies that the one brand contributes with core competence.Bosch would also pay from brand collaboration through shared costs in R&D. Bosch might expand the legitimate stain for their products if the car manufactures allow Bosch to brand their ingredients. Accentuating emotional attributes are also a possibility for Bosch It is our strategy to position Bosch as an innovative, international, modern company (Stefan Seiberth, Bosch). A car producer might also want to work together with Autoliv based on functional motives because Autoliv has core competency and is a leading manufacturer of car safety equipment (intelligent seat belts, irbags, etc. ). The focus for Autoliv is choosing partners who have a fealty to actively work with the development of safety in cars. As it is the case with Bosch, Autoliv would gain from collaborations by sharing costs for R&D. Emotional incentives are also important for the company and play a certain role in choosing partners for a new project, according to Autoliv. The image of the car manufacturer is important therefore, the company strives to share development with car manufacturers in the premium segment (Mats Odman, Autoliv).To summarize, according to the incentive model, both Bosch and Autoliv offer sufficient incentives, both from partner brand as well as from the leader brand perspective. 6. Results Transferring successful ingredient branding to the car industry The authors have taken into account the findings from the secondary sources of Moon (2002), Aaker (1996), and Keller (2003), all of which present a deeper analysis of ingredient branding strategies, and have compared these findings with the information from the car suppliers Bosch and Autoliv.We first want to emphasize that successful companies invest in and put the brand first. Moreover, the most effective strategy for a company is to become a bra nd-driven organization (Kotler/Pfoertsch, 2006). These companies not only differentiate themselves through their technology, but also through their level of service and through all employees working effectively towards the success of the brand, and thus, the company. In addition, ingredient branding is a form of multi-stage branding (Baumgarth, 2001). Therefore, the whole value chain, from (ingredient) producer to the final customer, needs to be considered.In the case of Bosch or Autoliv, the retailer, the producer of the final good, and the final customer need to be connected. This implies that all downriver markets need to be part of the strategy. Hillyer/Tikoo proved that consumers are cognitive misers (Hillyer/Tikoo, 1995). This means that consumers barely trust that a well-known manufacturer would not allow itself to collaborate with a low quality supplier. This has been proven with the success of Intel. Customers simply transferred the decision making to the computer manufac turers by trusting that the manufacturers have chosen the right microprocessor supplier, Intel.In terms of transferring these findings to the car industry, Autoliv could measuring rod into the shoes of Intel. Autoliv could act as a retrieval cue (Hillyer/Tikoo, 1995) for potential car buyers, where the car buyer trusts the car manufacturer to have picked a trustworthy brand in the area of car safety. Also, for a successful ingredient branding strategy, it is polar that the right opportunity in time be identified. If we look at the success of Intel, often regarded as one of the most successful ingredient branders, one scenery that is different between Intel and the automotive industry is the timing of the ingredient branding.The computer industry matured during an era when computer gross revenue were strongly on the rise accompany by a period of change magnitude sensitivity to the value of branding (Cook, 2003). The car industry is already mature, therefore, the timing is not op timal for an ingredient brand strategy It would be great to replicate Intels success in the automotive industry, but its 80 years too late to do it (Klaus Deller, Bosch Group, in Cook, 2003). The authors want to stress though, that even the car industry will offer windows of opportunities, especially when supplier come up with decisive inventions and innovations.Another factor to consider is that In contrast to the situation like Intel, where producers were actively looking for co-operations, car manufacturers often want to control their brand image and are currently not actively seeking brand collaboration with supplier. This fact makes the ingredient branding strategy even more complicated to implement. A solution to this would be for suppliers like Autoliv and Bosch to adopt a pull strategy by creating consumer demand.The pull principle is also the basic underlying concept that is best conform to for ingredient branding, meaning that the ingredient manufacturer directly address es the final customer (Pfoertsch/Schmid, 2005). Bosch is, through its automotive advertising campaigns in 2006 and 2007, on its way to utilizing such a strategy. build strong association could even be implemented into the car industry. The OEMs in the car industry could effectively campaign their associations, which in the case of Bosch could be braking safety (ABS, ESP), and passenger safety (Airbags), in the case of Autoliv.The authors conclude that it is entirely possible for auto suppliers to establish an ingredient branding strategy. Bosch and Autoliv proved to have substantial possibilities for ingredient branding. This conclusion can be drawn through congruence of findings of the empirical research with theory. It is racy to the success of the strategy, though, that the whole organization not only strives for the same objective, but also consistently delivers the brand promise. Only with this quality thinking in the organization, can an ingredient succeed in the final indu strial good.And not to forget it is time-consuming to create and establish a brand. Therefore, the overall strategy needs to be a semipermanent engagement in the marketing and branding investment. 7. Suggestions for future research This paper has examined the question of ingredient branding as a viable strategy for producers of industrial goods. In particular, we tested automotive suppliers Autoliv and Bosch (Norris, 1992 Keller, 2003 Riezebos, 2003). Since the scope of this paper could only cover the basics of this question, it would be interesting to go deeper into other aspects.A question for further research would be to find out how a model of the rightness of ingredient branding could be derived. Further research could cover even more industry segments in B2B marketing, thereby giving deeper insights into why certain industries have seen companies with successful ingredient branding, while others have not. Additionally, to cover questions about an implementation strategy fo r ingredient branding needs more insight and research, including a possible guideline for companies that have decided to brand its ingredient.Examples from other industries could also be examined since the implementation process is very complex and many aspects need to be considered. Literature Aaker, D. A. , and Joachimsthaler, E. , Brand Leadership, The eat Press, New York, 2000 Aaker, D. A. , and Keller, K. L. , Consumer Evaluations of Brand Extensions, journal of selling, 54, January 1990, pp. 27-41 Aaker, D. A. , mental synthesis Strong Brands, The Free Press, New York, 1996 Baumgarth, C. , Ingredient mark. Begriff und theoretische Begrundung, in Esch, F. -R. Moderne Markenfuhrung, Wiesbaden 2001, p. 17-343 Blackett, T and Boad, B Co-branding, the Science Of Alliance, Macmillan Business, Interbrand, England, 1999 Blackett, T. , The Nature of Brands, in Murphy, John, Brand Valuation, Hutchinson Business Books, 1989, pp. 1-11. Cook, B. , Can Bosch spark its OEM brand? , www . brandchannel. com, 2003 Cooke, S. , and Ryan, P. , Brand Alliances From Reputation Endorsement to collaboration on Core Competencies, Irish Marketing Review, Vol. 13, 2000, p. 36-41 Hillyer, C. , and Tikoo, S. , Effect of Cobranding on Consumer Product Evaluations, Advances in Consumer explore, Volume 22, 1995 Kapferer, J. -N. Reinventing the Brand, Kogan Page, London, 2001 Kapferer, J. -N. , Strategic Brand precaution, Kogan Page, London, 1992 Karolefski, John, Intel Outside, www. brandchannel. com, 2001 Keller, K. L. , Conceptualizing, Measuring, and Managing Customer-Based Brand lawfulness, daybook of Marketing, January 1993, pp. 1-29 Keller, K. L. , Strategic Brand oversight building, measuring, and managing brand equity, assimilator-Hall International (UK) Limited, London, 1998 Keller, K. L. , Strategic Brand Management building, measuring, and managing brand equity, Prentice-Hall International (UK) Limited, London, second edition, 2003 Kotler, P. et al. , Principles of Marketing, Prentice Hall Europe, 1996 Kotler, P. , and Pfoertsch, W. , B2B Brand Management, Springer, Berlin/Heidelberg 2006 McCarthy, M. S. , and Norris, D. G. , improve Competitive Position Using mark Ingredients, Journal of Product & Brand Management, Vol. 8, Nr. 4, 1999, pp. 267-285 Moon, Y. , at heart Intel Inside, Harvard Business Review, October 15, 2002 Norris, Donald G. , Ingredient Branding A Strategy Option with sixfold Beneficiaries, The Journal of Consumer Marketing, Vol. 9, No. 3, 1992 Park, C. W. , Jun, S.Y. , and Shocker, A. D. , Composite Brand Alliances An Investigation of Extension and Feedback Effects, Journal of Marketing Research, Vol. 33, 4, 1996, pp. 453-466 Pfoertsch, W. , and Schmid, M. , B2B-Markenmanagement Konzepte Methoden Fallbeispiele, Franz Vahlen, Munich, 2005 Pfoertsch, W. , and Mueller, J. Die Marke in der Marke Bedeutung und Macht des Ingredient Branding, Springer, Berlin/Heidelberg 2006 Riezebos, Rik, Brand Management A Theoretical and P ractical Approach, Pearson pedagogy Limited, 2003 Simonin, B. L. , and Ruth, J. A. Is the Company known by the Company it keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes, Journal of Marketing Research, Vol. 35, February 1998, pp. 30-42 Uggla, H. , The Brand connector Base A Model for strategically Leveraging Partner Brand Equity, Unpublished Paper, 2003 Uggla, Henrik, Managing the Brand-Association Base, Akademitryck AB, Edsbruk, 2000 Uggla, H. , Organisation av varumarken, Liber Ekonomi, Malmo, 2001 Uggla, H. , Varumarkesarkitektur strategi, teori och kritik, Liber Ekonomi, Malmo. 001 1 Waldemar Pfoertsch Professor of Business Marketing CEIBS china Europe International Business direct Shanghai Hongfeng Road Shanghai 201206, chinaware Tel +86(21) 28905662 emailprotected edu and Professor of International Business Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim, Germany 2 Johannes Rid, National Sales Manager, Pirelli Tyre Nordic AB, Gustavslundsvagen 141, P. O. Box 14147, 16714 Bromma, Stockholm, Sweden,Tel +46. 8. 6220850, Fax +46. 8. 7550941, johannes. emailprotected et 3 Christian Linder Research Assistant Pforzheim Business School Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim, Germany Tel +49 7231 28-6466, christian. emailprotected de Bosch Expand the legitimate territory Emotional incentives Functional incentives Bosch Expand value proposition, modify brand personality Bosch engineering core com Autoliv Core competence in car petence safety Partner brand perspective Leader brand perspective Bosch Cost efficiency (R&D), Short cut to awareness and distribution. Autoliv Cost efficiency (R&D)Institutional Associations Image Transfer Identity Transfer Customers image of the brand Leader Brand Associations e. g. Mercedes-Benz stable Passion pic*fgyzS? z? iO? i? i? i? hM8(emailprotectedzhuTCJOJ4QJ5J6emailprotectedzhuT5? 6? CJOJ7QJ8? ? J9emailprotectedzhuT5? CJ,OJ10QJ11J12aJ, mHsHemailprotectedzhuT6? OJ13QJ14J15emailprotectedzhuT0J6? OJ16QJ17UpicJ18emailprotectedzhuT5? CJ,OJ19QJ20J21aJ,emailprotectedzhuTCJ OJ22QJ23? J24aJ mHsH. emailprotectedzhuT5? CJ OJ25QJ26? Partner Brand Associations Bosch Innovation, quality Autoliv arctic Association base fit