International Conference On Harmonization Guidelines

Introduction This protocol is prepared for a human research trial. Based on this document, the trial will be conducted in Canada and on Canadian residents or citizens, according to Good Clinical Practice part of International Conference on Harmonization guidelines (ICH/GCP E6), Health Canada Regulations (Part C, Division 5) applicable government regulations. Metformin is available in Canada as Apo-Metformin but Vildagliptin (Glavus) is not available in Canada and is needed to shipping from US under the Health Canada Regulations (Part C, Division 5). 1.1 Background Diabetes mellitus is a common diseases in the world and Canada is diabetes mellitus. Diabetes Mellitus has been starting to grow all over the world. It is anticipated that the incidence of this disease will be increased dramatically in the next decade. The main reasons of this event are obesity, increasing the population mean age and reducing physical activities especially in industrialized countries. CCDSS has reported that in adult people who are over 20 years old, the prevalence of diabetes mellitus rate was 8.7% (95% CI: 8.72-8.74%), indicating one diabetic patient in 11 healthy Canadians A , B[3, 14]. The common sort of diabetes disease is Diabetes mellitus type 2 (T2DM) that covers the 90% diabetic cases. It is a metabolic disorder that is determined by hyperglycemia (high level of blood sugar) as a result of resistance to insulin in cell membrane and relative lack of insulin [2, 10]. Type 2 diabetes is aShow MoreRelatedInternational Conference On Harmonization Guidelines1802 Words   |  8 Pagestrying a research study on human subjects. Based on this protocol, the trial will be conducted in Canada and on Canadian residents or citizens. All aspects of this study is designed according to Good Clinical Practice part of the International Conference on Harmonization guidelines (ICH/ GCP E6) and Health Canada Regulations (Part C, Division 5) that is mandatory to conduct all the human clinical research in Canada. Metformin is available in Canada as Apo-Metformin but Vildagliptin (Glavus) is not availableRead MoreInternational Conference Of Regulatory Agencies And Industries From Euro pe ( Eu ), Japan, And The United States1377 Words   |  6 Pagesagencies and industries from Europe (EU), Japan, and the United States (US) met together in the International Conference of Harmonization (ICH) and issued guidelines in conducting clinical trials including the of Good Clinical Practice (GCP) guideline. Quality, safety, and efficacy were set as the three basic criteria to approve new medical products which reflect the state-of-the art technology. ICH-GCP guideline was adopted by regulatory agencies of the EU, US, and Japan including the US Food and DrugRead MoreThe International Conference On Harmonization Essay862 Words   |  4 Pagessubcommittees of ICH Streeting Committees The International Conference on Harmonization (ICH) announced on 8 July 2014 that the influential international pharmaceutical regulatory harmonization body has elected to add two new regulators to its Steering Committee from Health Canada (HC) and Swiss regulator. The East African Community (EAC) has joined the International Conference on Harmonization’s (ICH) steering committee as the sixth Regional Harmonization Initiative (RHI) member of the ICH Global CooperationRead MoreEthical Soundness Of Clinical Research1076 Words   |  5 Pagesdefinition of the informed consent process and its importance. In addition, it describes key issues and concerns for obtaining the subjects consent, as well as how this process reflects the code of conduct set forth stated in the International Congress of Harmonization (ICH) Guideline for Good Clinical Practice E6(R1). The Informed Consent Process in Clinical Trials The informed consent process is a multistep process of subject-investigator communication, aims to inform the subjects about theirRead MoreHigh Performance Liquid Chromatographic Method701 Words   |  3 Pagesdeveloped for the determination of buprenorphine hydrochloride in pharmaceutical microemulsion formulation. A forced degradation study of buprenorphine hydrochloride microemulsion formulation was carried out in accordance with International Conference on Harmonization (ICH) guidelines Q1 (R2). The chromatogram was obtained with 10 mmolL−1 potassium phosphate buffer adjusted to pH 6.0 with triethanolamine and acetonitrile (17:83, v/v) as mobile phase, a C-18 column; PrincetonSPHER -100 C18 HPLC column (250Read MoreResearch Related Documents And Data Management1015 Words   |  5 PagesStudents should identify concepts evenly from the subject they have studied in a block and write down as to how these concepts applied or could be used in the learned subject. SCORE OUT OF 10 †¢ Identification of 10 Concepts 1.1. International Conference of Harmonization (ICH) was established to harmonize regulatory regulations This concept originated in the 1990’s to reflect the views of 3 main drug regions (US, Japan and Europe) and their corresponding pharmaceutical organizations to harmonizeRead MoreThe Ethics Of The Clinical Trials1584 Words   |  7 Pagesregulations were established to protect the subjects in the clinical trial after the Tuskegee incident. The Belmont report (1979), International Conference on Harmonization guideline for Good Clinical Practice (1996), the Declaration of Helsinki (2000), and CIOMS International Ethical Guidelines for Biomedical Research Involving Human Subjects (2002) are the main guidelines in recent years. There are also federal regulations to protect human subjects in the clinical trials. They are USCFR Title21 PartRead MoreClinical Trials Are Medically Based Experiments1567 Words   |  7 Pagesconsensus on what constitutes correct conduct and performance of research has been codified on an international level and adopted and modified nationally in the U nited States. Several well-known documents have been developed to outline these principles including: †¢ The Nuremburg Code of 1947 developed in response to the Nuremburg war trials. †¢ The Helsinki Declaration of 1964. †¢ The 1971 Guidelines by the US Department of Health Education and Welfare, codified into formal Federal regulations in 1974Read MoreThe Growth Of Biopharmaceutical Molecules835 Words   |  4 Pagesprimarily attempts to maintain the original quality of the product as it moves throughout the supply chain to different suppliers according to current Good Manufacturing Practices (cGMP), Good Storage Practices (GSP) and GDP.1 The International Conference on Harmonization (ICH) document (ICH Q1A (R2)), states â€Å"a drug product should be evaluated under storage conditions that test the thermal stability and, if applicable, its sensitivity to moisture or potential for solvent loss.†1 The United StatesRead MoreHarmonization of Accounting Standards Through Internationalization5845 Words   |  24 PagesVol. 2, No. 2 International Business Research Harmonization of Accounting Standards through Internationalization Nikhil Chandra Shil, ACMA (Corresponding Author) Department of Business Administration East West University 43, Mohakhali C/A, Dhaka – 1212, Bangladesh Tel: 9887989(Off.) ext 253, 01819289589 (M) Dr. Bhagaban Das P.G. Department of Business Management, Fakir Mohan University P. O.: Balasore, Pin.: 756019, Orissa, India E-mail: bhagaban_fm@yahoo.com Alok Kumar Pramanik Department

To Kill A Mockingbird Character Analysis - 772 Words

Learning concepts can come in the most unexpected ways; many times you have to look back and determine what happened in order to recognize that you have mastered something new. Whether it is morally, or physically, people acquire new information daily. In the book, To Kill a Mockingbird, by Harper Lee, two characters, Jem and Scout, live in Maycomb, Alabama where they learn many lessons. Atticus, Jem and Scout’s father, helps them learn and understand many of these life morals. Jem and Scout take in multiple moral lessons such as not jumping to conclusions, being respectful to everyone, and having contentment for what you have by interacting with other citizens of Maycomb. Mrs. Dubose, an older woman who was a morphine addict, was not only†¦show more content†¦To demonstrate, Jem and Scout were embarrassed that Atticus â€Å"did not do the things our schoolmates’ fathers did† (Lee 48). All of the other fathers were young and had exciting jobs while Atticus was older and a lawyer, which was not as exciting. Even though he might be fifty years old, Atticus was still able to shoot a rifle at Tim Johnson, the wild dog that went loose around Jem and Scout’s house. After this event, Jem and Scout learn and realize that Atticus was certainly extraordinary being himself and that they should be grateful to have him as a father. After learning this new moral, both Jem and Scout have matured by observing and respecting what they have in their life. Maycomb, where Jem and Scout live, was home to a variety of different people, either white or colored, and many of them need to have more respect. Just because not everyone has the same caste level, that does not give people the right to disrespect others. One occurrence was when Scout invited Walter Cunningham to eat with them. Walter was a citizen of Maycomb on the lower end of the caste system and was very poor. Even though he did not have proper manners, Calpurnia, Jem and Scout’s caretaker, insisted that he was a visitor to their house. Scout thought â€Å"He ain’t company, Cal, he’s just a Cunningham† (Lee 13). Scout was being disrespectful to Walter as she did not believe he should have been invited over, but Calpurnia believes otherwise. She feels that everyone thatShow MoreRelatedTo Kill a Mockingbird Character Analysis Essay763 Words   |  4 PagesEssay Prompt: In a 1-2 page character analysis, explain what makes Atticus such a good parent, usi ng quotes and evidence from the text to back up your claims. The Most Memorial Parent In 2003, the American Film Institute chose Atticus Finch, a respectful, dignity attorney from To Kill a Mockingbird, as the greatest hero in 100 years of film history. Harper Lee published To Kill a Mockingbird in the 1960s and it immediately received huge acclaims from readers throughout the world. In the novelRead MoreTo Kill A Mockingbird Character Analysis783 Words   |  4 PagesMockingbird Characters A mockingbird is someone or something that does no harm to others. In the story To Kill A Mockingbird, there are three characters that symbolize a mockingbird. They are Boo Radley, Atticus Finch, and Tom Robinson. These characters are innocent and do good to others. They also deserve no harm to be done to them. Boo Radley is a character the symbolizes a mockingbird. People like Mrs. Crawford spread rumors about Boo. â€Å"As Mr. Radley passed by, Boo drove the scissorsRead MoreTo Kill A Mockingbird Character Analysis721 Words   |  3 Pagesclass 6th Period English ll December 21 To Kill a Mockingbird is written by Harper Lee. It is the story of a black man’s struggle for justice. The protagonists Atticus Finch and his daughter Scout and other characters such as Tom Robinson and Bob Ewell, the author reveals her themes showing the evils of racism and the need in humans for respect. heroism is found in this novel, characters who show both physical and moral courage. Three characters to start are Atticus Finch, Mrs. Dubose, andRead MoreTo Kill A Mockingbird Character Analysis903 Words   |  4 Pages To Kill a Mockingbird, a novel written by Harper Lee, takes place during the Great Depression in the fictional town of Maycomb County, Alabama. The novel is narrated by Scout Finch looking back upon events within her childhood in Maycomb. She retells the various adventures she’s had with her brother, Jem, and father, Atticus. Scout and Jem are often getting themselves into trouble whether it is because they are pestering their reclusive neighbors the Radleys, or are destroying the gardens of anotherRead MoreTo Kill A Mockingbird Character Analysis924 Words   |  4 PagesThe novel To Kill a Mockingbird is based on the passed experienced from Harper Lees childhood. The character of Atticus resembles the author’s father, and the character of Scout resembles herself. To Kill a Mockingbird is a novel written by the well known author, Ha rper Lee. This book is written in Scouts perspective to portray her life. The main character, Scout, who is also the narrator is portrayed as a young girl who is still learning the rules of life. Her father, her brother Jem, and nannyRead MoreTo Kill A Mockingbird Character Analysis956 Words   |  4 PagesEmpathetic Development in To Kill a Mockingbird Developing genuine empathy is one of life’s greatest challenges. In To Kill a Mockingbird, author Harper Lee uses unhypocritical, more experienced characters like Atticus to expose Jem and Scout to adult knowledge. Their adult influence is what brings about the empathetic growth and maturity of Jem and Scout. Atticus is one of these adults. After Scout is upset by her teacher’s inability to understand Maycomb County’s culture, Atticus delivers theRead MoreTo Kill A Mockingbird Character Analysis756 Words   |  4 Pagesso that she could end the aggression her father gave her. Mayella is powerful due to the fact that she is white, her family is the poorest family out there, but because of her color she will always be preferred over African-Americans. In â€Å"To Kill A Mockingbird,† Harper Lee uses class, race, and gender to determine if Mayella has power after all. In this case, power brought her down to be on a negative side. She may be white but because of the way she lives she will never earn the trust of othersRead MoreTo Kill A Mockingbird Character Analysis733 Words   |  3 PagesIn the story To Kill a Mockingbird it follows the life of Jem and Scout as they grow up in a time of inequality and injustice. In the beginning of the story Scout does not understand Atticus’ life lessons, but as she matures she will. The author tells the story from an older and more mature Scout’s perspective. Harper Lee also uses the voice of Jem to portray the internal and external conflicts in the book. Using Jem’s voice, Lee reveals how a young man can rise above ignorance in their communityRead MoreTo Kill A Mockingbird Character Analysis1005 Words   |  5 Pages Character Development and Theme PBA â€Å"To Kill a Mockingbird† by Harper Lee is an exceedingly powerful novel. It includes many significant minor themes such as racism and hatred which leave the reader to have grown more attentive to the past once they complete the book. The book takes place in Maycomb County Alabama during the great depression. During this period there was a great deal of hate and prejudice towards people of color, in addition to a great regard to social class. The novels protagonistsRead MoreTo Kill A Mockingbird Character Analysis791 Words   |  4 PagesCourage is an essential human quality. Facing fears against all odds is a feature in many novels. Harper Lee’s To Kill a Mockingbird is no exception. Many characters depicts the quality. Some in normal situations others, take on terrifying tasks in a unique and original way. Scout, Jem, Atticus, and Ms. Dubose show bravery in many areas of their lives, one character risks their careers, others have a situation that lacks massive consequences. Scout shows courage by standing up to her family

Marketing Ethics Theory and Pedagogy Method

Question: Discuss about the Marketing Ethics for Theory and Pedagogy Method. Answer: Introduction: The primary objective of this paper is to utilize ethical theories in analyzing the concept of autonomous cars, especially if any such vehicle crashes down, causing fatal accidents. The entire discussion would be based on an incident reported by Corinne Iozzio in the online edition of the Scientific American. Autonomous cars. Autonomous cars or self-driving cars are defined be defined as intelligent vehicles capable of monitoring their environment by themselves and navigating on the roadways without any human intervention (Gerla et al. 2014). Experts in the domain of automobile engineering are of the opinion that the growing interest of the car manufacturing organizations in the production of autonomous or self-driving cars is primarily because of the fact that such cars are theoretically much more reliable than those driven by human beings (Le Vine, Zolfaghari Polak, 2015). The confidence on the capability of such automated vehicles is primarily due to the fact that these vehicles utilize a wide range of technical tools like that of lidar, radar, computer vision, and GP for ensuring safe navigation. The incident. On May 1, 2016, the Scientific American published an article by Corinne Iozzio, which reports a crash caused by one of Googles self driven cars, a modified Lexus SUV. The accident occurred on 14th of February of the same year, at Mountain View in Calif. The car had detected certain obstacles in its own path and had thus steered into the central lane to avoid the same. Within a few seconds, the car rammed into the side of a bus (Iozzio, 2017). According to the information logs available from the test driver,' the intelligence systems included in the car had indeed noticed the presence of the car but had considered that it was the duty of the bus driver to slow down and let the car pass. The writer has also pointed out the fact that although this was the first case of Googles self-driving cars crashing due to non-human errors, these vehicles have experienced several cases resulting from harsh driving of other drivers in the past. Such being the circumstances, the followin g sections of the paper would be utilized for analyzing the concept of self-driven cars from the perspective of ethical theories, so as to determine who should be held responsible in case an autonomous car crashes. The Utilitarian theory. The first theory that we would consider for discussing the ethical aspects of the concept of autonomous cars is that of Utilitarianism. Researchers Kahane et al. (2015) are of the opinion that Utilitarianism is one of those concepts of ethics that justifies any action based on the utility of the same. On the other hand, researchers Chiu et al. (2014) are of the opinion that the utility of any concept or product can be defined in terms of several aspects, the most common one being the welfare of all living beings of the planet. Again, Jeremy Bentham, who is often considered as the founder of the Utilitarian theory has a different definition of utility : he considers the utility of any product or process to be simply the sum of advantages available from the same minus the displeasures caused during the utilization of the same (Schneider, 2014). When the concept of utility as defined by Jeremy Bentham is considered, we find that advantages available from the concept of self-driving cars are essentially manifold: the accuracy and precision mastered by such cars can be utilized to navigate safely through busy roadways without any human intervention. In fact, such vehicles can be successfully utilized for highlighting the quality of lives of people having physical and/ or mental disabilities by reducing their dependencies on others. Such vehicles are capable of taking over the control of driving from human drivers under drastic situations, thus avoiding fatal errors. However, the sole disadvantage lies in the fact that any glitch in the intelligence system of the vehicles would invariably result in fatal accidents. The point that should be considered in this situation that the car owner would have no option of taking over the control of the vehicle in case the same malfunctions. Thus, the sole disadvantage of the entire process would essentially rise from defective machinery or software systems provided by the manufacturing company. Thus, the responsibility of such car crashes should essentially be taken by the automobile organizations producing the same. The Deontological theory. Deontology is that particular ethical concept that takes into consideration the rules and regulations associated with any action before judging the morality of the same (Kehoe, 2015). The writer of the article, Corinne Iozzio, has pointed out the fact that the Obama administration has already started working on developing national regulation dictating the production and utilization of such autonomous cars. However, the author has also commented that from the ethico-legal perspective, the automobile manufacturers are solely responsible for the shift in the role of drivers and would thus bear the responsibility of any crashes caused by intelligent driving systems installed in autonomous cars. It has already been established that under no circumstances can the self-driving car owners be held responsible for any crashes. Thus, from the perspective of Deontological theory, the idea of the car manufacturers taking responsibilities of crashes sounds both logical and ethical. The Virtue theory. Researcher Hursthouse (2013) defines the term virtue as those positive characteristics the possession of which makes a human being to be considered as a good person.' Virtue ethics is that particular ethical theory that emphasizes on the virtue and/or characteristics of any entity, before making judgments regarding the actions taken by the same (Youpa, 2013). The positive and negative characteristics of the Autonomous cars have already been identified in the preceding sections of the paper. However, the point that has to be considered in this context is that both the positive and negative characters of self-driven cars are determined by the hardware and software technologies utilized by the manufacturing organizations. Since the characteristics of the self-driven car are determined by the manufacturer's end, malfunctioning of the same should be considered as their sole responsibility. Thus, even when the Virtue theory is considered, the responsibility of crashes caused by self-driving cars should be borne entirely by the manufacturing organization. The Contract theory. The social contract theory, according to Skyrms (2014), is that particular ethical theory that considers the moral obligations of two parties to be dependent on the agreement or contract that exist in between them. The automobile manufacturing organizations that produce and market self-driven car would indeed have sales agreements with their customers, thus guaranteeing the delivery of quality products. Now, it has already been disused that autonomous vehicles are installed with the state of the art technologies that assist them in monitoring their surroundings. On the other hand, these vehicles rely solely on the artificial intelligence software installed in them so as to make navigational decisions. Thus, it can be easily comprehended that the sales agreement made by the car manufacturers includes the guarantee that the said components would function properly. Therefore, the cases of crashing of such cars due to non-human errors should be considered as the responsibilities of the car manufacturers as such instances can be directly associated with the malfunctioning of technical components. In the preceding section of the paper, detailed discussions have been presented regarding the technological aspects of self-driving cars, so as to highlight the functionalities and utilities of such vehicles. These discussions have been followed by the analysis of the incident being considered and the 4 most prominent ethical theories of Utilitarianism, Deontology, Contract Theory and Virtue theory has been utilized in the sane. It is worth mentioning that the individual application of the said theories on the reported incident have to lead us to believe that the car manufacturing organizations should take the blame when nonhuman errors lead to the crashing of self driving cars. Bibliography Chiu, C. M., Wang, E. T., Fang, Y. H., Huang, H. Y. (2014). Understanding customers' repeat purchase intentions in B2C e?commerce: the roles of utilitarian value, hedonic value and perceived risk.Information Systems Journal,24(1), 85-114. Gerla, M., Lee, E. K., Pau, G., Lee, U. (2014, March). Internet of vehicles: From intelligent grid to autonomous cars and vehicular clouds. InInternet of Things (WF-IoT), 2014 IEEE World Forum on(pp. 241-246). IEEE. Hursthouse, R. (2013). Normative virtue ethics.ETHICA,645. Iozzio, C. (2017). Who's Responsible When a Car Controls the Wheel?. Retrieved 19 January 2017, from https://www.scientificamerican.com/article/who-s-responsible-when-a-self-driving-car-crashes Kahane, G., Everett, J. A., Earp, B. D., Farias, M., Savulescu, J. (2015). Utilitarianjudgments in sacrificial moral dilemmas do not reflect impartial concern for the greater good.Cognition,134, 193-209. Kehoe, W. J. (2015). Marketing Ethics: Theory and Pedagogy. InProceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference(pp. 261-264). Springer International Publishing. Le Vine, S., Zolfaghari, A., Polak, J. (2015). Autonomous cars: The tension between occupant experience and intersection capacity.Transportation Research Part C: Emerging Technologies,52, 1-14. Lin, P. (2016). Why ethics matters for autonomous cars. InAutonomous Driving(pp. 69-85). Springer Berlin Heidelberg. Schneider, R. C. (2014). Utilitarian Moral Theory: Parallels between a Sport Organization and Society. Shafer-Landau, R. (2014). The fundamentals of ethics. Skyrms, B. (2014).Evolution of the social contract. Cambridge University Press. Slattery, K. L. (2014). Ethics and journalistic standards: An examination of the relationship between journalism codes of ethics and deontological moral theory.The ethics of journalism: Individual, institutional and cultural influences, 147-164. Youpa, A. (2013). Descartes's Virtue Theory.Essays in Philosophy,14(2), 4.

Leadership in “Remember the Titans” Essay Example

Leadership in â€Å"Remember the Titans† Paper This research will explain how different leadership theories directly were applied to situations in the movie â€Å"Remember the Titans†. Although only a few of the theories were available at the time, the individuals exhibited sound leadership and follower ship identified by modern research on leadership. This paper will visit several leadership theories and methods from respected sources and compare and contras some situations to current situations experienced with modern theories. The leadership theories and methods discussion points in this research are positional power, conflict resolution, leader/co-leader relationship, international framework (leader-follower-situation), and environmental shifts as a reason to restructure. Also, we will discuss Maslow hierarchy of needs (Hughes, Ginnett, Curphy, 2006) and the four frames to evaluate change i. e. the structural frame, the human resource frame, the political frame, and symbolic frame. The movie â€Å"Remember the Titans† revolves around two coaches named Herman Boone and Bill Yoast and how their integration of the first desegregated football team united a segregated town through the success high school football team. This process required highly effective leadership skills. From the beginning of the movie, leadership was apparently obvious. There was a riot over the death of an African American citizen. Coach Yoast actively prevented members of his football team from entering the confrontation. We will write a custom essay sample on Leadership in â€Å"Remember the Titans† specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Leadership in â€Å"Remember the Titans† specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Leadership in â€Å"Remember the Titans† specifically for you FOR ONLY $16.38 $13.9/page Hire Writer When his players went to participate in the riot, he used his positional power (Bolman, Deal, 2003) to intervene and disrupt their involvement. Conflict Resolution and the ability to effectively manage it can make a huge difference with the success and failure of any process. To pacify the riot, the school board desegregated one of its high schools named T. C. Williams High School and placed an experienced African American coach Named Coach Boone as head coach. The original coach, Coach Yoast, was highly experienced and had 15 years of winning under his tenure at the school. When Coach yoast and Coach Boone initially meet, there was animosity between Coach Boone and Coach Yoast staff. Coach Boone handled all negative responses with positive responses that defused the tension between all members. It was a visual view of similar situations that the book â€Å"Reframing Organizations† by Bolman and Deal bighlighted displayed in chapter 16, Reframing in Action (Bolman, Deal, 2003). Conflict resolution was also displayed when Coach Yoast decided to take the Assistant Coach position under Coach Boone to prevent uproar with all the white players and disgruntled citizens in town. At the town meeting, he prevented further escalation and of an already sensitive situation. I believe his decision was the determining factor that pulled the town and the team together in the long run. It was his decision to stay that brought all the white players and parents back to the team. Further more, he prevented unfair release of Coach Boone by surrendering his chance at the Hall of Fame by challenging authority in a fixed game. His actions, honor and leadership allowed the Titans a chance at the National championship. If Coach Yoast had not remained with the Titans, what would have been the outcome? Restructuring is a challenging process that consumes time and resources, with no guarantee of success. Organizations typically embark on the path when they feel compelled to respond to major problems or opportunities (Bolman, Deal, 2003). The problems that lead to the change in this small Virginia town were on racial lines. The environment shifted and change had to occur for the survival of the town and organizations within the town Bolman, Deal, 2003). The international framework (leader-follower-situation) is also apparent in this movie (Hughes, Ginnett, Curphy, 2006). The leadership on the team needed to change to pacify the situation of the time. I’m not agreeing or disagreeing but the leader was placed because of the situation. The previous leader had to become the follower or co-leader because of the situation. Its takes courage, experience and resolve to change roles because of situations, especially if the role is a demotion to a lesser position. In my opinion, the most important part of leadership is interpreting leader-follower-situation and responding efficiently and effectively for the overall good. Coach Yoast was excellent at interpreting situations. His actions and observation skills also facilitated the success of the team racial merger when Gary and Julius came together at football camp. His hesitation to interfere when Gary and Julius initially united on the field, in what initially appeared to be a confrontation, brought the team together. Since Julius and Gary are team leaders informally and formally respectfully, Coach Yoast ability to interoperate the situation and allow them to celebrate brought the team together. Coach Boone had an excellent follower r Co-leader. Coach Hines’ co-leadership abilities seemed to be the conscious for Coach Boone. He steps in and positively influenced Coach Boone decision. Also, Coach Yoast is excellent as a co-leader. The success of an organization or team is incumbent upon the abilities of everyone and all successful leaders have highly effective co-leaders. Sheryl Yoast, although she was nine years old, provided leadership. Her love for the game and relationship with her father provided her with experience needed to accurately interoperate certain situations and provide effective feedback. For example, she observed flaws from the stands in the Titans ability to properly defend the opposing team in the state championship. During the preamble phase of the half-time, she convinced her father to step outside of the box to solicit help which resulted in unorthodox substitution techniques that totally through off the opposing team. If she had not have been actively involved and observant of the game, she would not had positively provoked her father to make the changes. The changes were made to defense and the defense created the fumble in the last minutes. The changes altered the situation which resulted in flaws that caused the fumble. The fumble resulted in the Titans scoring with no time left on the clock. Without Sheryl Yoast recommendations, what would the outcome of the came would have been? What are the effects that one recommendation can have on history? Would this story have been told if the Titans have lost? Would the town and the team continued to remain positive and united? The decision to change the coaching staff shifted the pyridine of the community and had to be viewed through all lenses. Politically, placing an African American coach in the head coach position pacified the situation over the young teenager’s death. Structurally, if Coach Yoast had maintained the head coach position, the politically ramifications of the teenager death would not have been satisfied because of the anger around the individuals death. The impact of the change had to be highly significant. The human resource view satisfied some lower level needs of the Maslow hierarchy of needs (Hughes, Ginnett, Curphy, 2006). Their belongingness needs of the upset African Americans were satisfied indirectly by Coach Boone hiring as the Titans head coach. Symbolically, placing an African American as the head coach of a prestigious high school team symbolizes change. Viewing the decision to hire Coach Boone and place him in the position of head coach fit all four frames which is why the outcome was successful. . In conclusion, look deep into this quote, â€Å"Follow as well as lead† (Lewis, 1993). Look beyond the words. This is true because it’s amazing as to where new styles and ideas can come from. What would have been the outcome if Coach Boone shut down and isolated himself from any input from his staff? What if Coach Boone and Coach Yoast were identical racially and psychologically? What if Coach Boone was only hired to be the Assistant Coach? The answer behind any successful transition is within the follower relationship to the leader (Hughes, Ginnett, Curphy, 2006). This movie provides a great deal of insight regarding the use of leadership and methods that positively influenced the outcome of the situation. The situation are several: Coach Boone and Coach Yoats belief in the overall purpose, providing dignity to those who’ve only seen degradation (Fields, F, Zwick, E. 989), the desegregation of the school system, merging society into one, uniting the team, etc. Although only a few of the theories were available at the time or just myths, all identified leaders exhibited sound leadership and follower ship identified by modern research on leadership. This paper visited several leadership theories and methods from respected sources and compare and contras some situations to current situations experienced with modern theories. Reference Bolman, L,. , Deal, T. (2003). Reframing Organizations: Artistry, Choice, and Leadership. San Francisco, CA: Jossey-Bass Hughes, R. , Ginnett, R. , Curphy, C. (2006). Leadership: Enhancing the Lessons of Experience. New York, NY: McGraw-Hill/Irwin Johnson, C. (2005). Meeting the Ethical Challenges of Leadership 2nd edition. Thousand Oaks, CA: Sage Publications, Inc. Lewis, A. (1993). Leadership Styles. Arlington, VA: American Association of Schools Administrators Kustaa, F. (1993). African American Leadership Effectiveness New Mexico: Eric Journals, 135 3-51. Fields, F, Zwick, E. (1989). Glory. United States: Tristar Pictures, Inc.

Trying to Self-Publish

Trying to Self-Publish This post is also available in a podcast:  https://soundcloud.com/hopeclark/trying-to-self-publish (or click on image at bottom of page). Saw this phrase twice recently, on two different blogs. Trying to self publish. Those words irritate me like fingernails on a chalk board, fork tines on china, grinding teeth.  You get the point. But probably not in the manner I mean . . . the manner I want to hammer home. And I love to hammer home points.People are entitled to self-publish. Of course they are. Ive self-published. Im a hybrid with my nonfiction being self-published (The Shy Writer Reborn) and my fiction traditionally published (The Carolina Slade Mystery Series), and if Carolina Slade ever gets dropped But Ill tell you one thing . . . I wont TRY to self-publish her. Ill go out there, jump in with both feet and damn well DO it. Whats with this trying business? I grasp TRYING to traditionally publish, because there are so many gatekeepers who have to give you that magical nod for it to happen. You TRY because someone else opens the door for you. If they dont open the door, you dont publish, at least with them. Okay, makes sense. But you dont TRY to self publish. I didnt TRY squat when I self-published. I made up my mind to self-pub and did it. Its like being pregnant. You are or you arent. You self-pub or you dont. I think because we have options with self-publishing, you know, without all the gatekeepers telling us what we can do, we call it trying. But when I looked up TRYING in the dictionary, the  crankier I got at those who say they TRY to self-publish. TRY: 1) to make an effort to do something : to attempt to accomplish or complete something. 2) to do or use (something) in order to see if it works or will be successful. 3) to do or use (something) in order to find out if you like it. Thats straight out of Merriam-Webster, honey. In The Shy Writer Reborn, I harp on removing words like BUT, ONLY, NOT, NEVER and JUST from your vocabulary when speaking of your writing abilities and efforts. Its self-deprecating. From The Shy Writer Reborn, page 41: Ever catch yourself studying someone successful, not necessarily rich and powerful, but someone maybe only a few notches above your common quest. In seconds, you allow a sense of discouragement to drape over your shoulders, oppressing you with the idea you cant be that good. You see a familys portrait, love their captured laughter, then hate the fact you are no longer close to your sister. You bite into a cake made in heaven and kick yourself for stopping at the bakery instead of making your pie from scratch. You read a published book in your genre, in a setting youve used, possibly centered around a character not too far distant from your own, and you curse about being too inept a writer to do as well as that author. We hobble ourselves so that others cant point fingers first. If we know we are less than stellar, nobody can surprise us with accusations. Its a way of protecting ourselves from rejection. Id like to add the word TRY to that list of words that hold us back. Avoid disclaimer words. People gravitate to confident people. They dont want to be around people who are TRYING to be good. They want to be around good people. They dont want to read books from people who TRIED self-publishing. They want to be around those who confidently published their book. A favorite saying of mine is simply this: OWN WHAT YOU CHOOSE TO DO. Pick your path then strike out without looking back. Stomp that trail. March to your drummer. Sling  your writing  into the bright sunshine using all the power and talent you have. Sling it hard. You want the world to read every word. This work is your legacy. You dont try to publishyou publish. You dont try to write wellyou write well. You dont try to promote your workyou promote your work. If you think youve written and edited something worth publishing . . . If you think youre ready to see your work in print . . . If you think youre ready to sell your work with confidence, then do it. Do it loud, hard, with passion. Be not afraid to let the human race know what youve done. The minute you say you are TRYING to do something, I hear hesitation and self-doubt as do agents, readers, publishers, editors, and more. Im telling you, owning who you are and what you do is powerful, and more than a few people will look twice at you, wanting a taste of that youre drinking, because whatever it is, it makes you appear more alive than they are. You can TRY or you can DO. Readers can tell the difference.

Premature Feedback

Premature Feedback We writers are a needy lot. We cant wait for feedback on our work. And in these days of instant communication via email and social media, we seek it earlier and earlier in the process. Some even ask for feedback on their ideas, before writing the first chapter, as if the other person could have a clue. Yet somewhere out there we can find someone wholl tell us its the grandest idea and destined for record-breaking success. Its like planting a seed and asking others how they think the tomato is going to taste. Someone will tell you they bet itll be phenomenal. The problem with seeking premature feedback is timing. First, the idea isnt fully fleshed out, therefore limiting the quality of the feedback. Without more information (i.e., quality of writing, the consummation of the plot), how in the world can the reader even tell? Second, those folks out there lose nothing in patting you on the head and making you feel good regardless of the concept. They recognize youre fragile, seeking validation for something as fleeting as an idea, so they tell you THAT SOUNDS GREAT and move on. Third, its in this introductory period, when you are the least sure of getting into bed with this idea, that you are the most vulnerable. You arent even sure of what you have. You havent lived with the idea long enough, molded and remolded it sufficiently to even have a form. Hold off asking for opinion. The earlier you ask for feedback, the more likely you are to get deterred from what might be your best writing. The best judge of a good idea is you, but only after youve mulled it over for a long while, or tested it Then theres always this possibility. You request feedback on your idea, and three people give it the thumbs down. Frustrated, you throw away a story that through trial and error, a couple rewrites, and dozen edits later could be Harry Potter, Gone Girl, or Murder on the Orient Express. Nobody on social media can make these types of decisions for you. And you are too vulnerable at this early stage to be asking them to help you do so. You are too easily persuaded to take the wrong path, whether you write a work that will never see the light of day or forget about a concept that could be career-setting. The masses cannot make such personal decisions. Take responsibility for vetting an idea long enough, and deep enough, to understand if it suits you. You have to live with it. They dont.

The 5 events that most contributed to the outbreak of the civil war in Essay

The 5 events that most contributed to the outbreak of the civil war in 1861 - Essay Example There are myriad reasons behind the secession and breaking out of the historic â€Å"Civil War† but this has been systematically culminated and mentioned in the book, â€Å"The American Journey† by David Goldfield, Carl. E. Abbot, Virginia Dijon Anderson, Jo Ann E. Argersinger, Peter .H. Argersinger, William Barney and Robert Weir. The five most important reasons behind the break out of civil war that are considered in the book include the end of the Mexican War in 1848, Fugitive Slave Act of 1850, release of Uncle Tom’s cabin, the shock of the Northerner’s at the sight of bleeding Kansas and the attack of the Charles Summer by Preston on the floor of the Senate. All these factors agitated the movement very systematically and chronologically that led to the outbreak of the great Civil War in America. The Mexican War ended in the year of 1848 and consequently America was declared as the ceded region and it paved the way for the initiation of another problem. The new concern was regarding the admission of the states as states and determination of their status as Free States or Slave States. To conclude such dilemma Congress came out with an amicable solution and passed the treaty of â€Å"Compromise of 1850†. Thus, it was decided that California would be made free and the states were allowed to pick up freely between Utah and New Mexico. At an actual plane, this decision to choose freely between the regime of the Free State and the Slave State. This decision to allow the states to choose freely provided a base for the heated up discontentment amid the myriad factions of the society in these states itself and founded the base for the agitation. The Fugitive Slave Act of 1850 was declared as a consequence to the Act of Compromise of 1848. This Act was forcibly enacted on any federal official who were unable to get hold of a runaway slave and were forcibly entitled to pay fine.

College Education in America Essay Example | Topics and Well Written Essays - 750 words

College Education in America - Essay Example The college education in the US is marked by diversity, dedication and a quest for excellence. The college education in the United States of America differs from other countries in the sense that it is not regulated by any national system. The colleges and universities in various states of America are governed and managed by state governments. The state universities in the United States are the public universities that are supported by the respective states where they are located. The state universities are the centers of higher education. They also share a deep relationship with the communities where they exist. These universities attract talent from all over the world. The state universities offer graduate and professional degrees. They also offer a range of undergraduate courses. State universities also play an important role in the social, economic and cultural life of the states where they are located. As already said, the college education system in the US is marked by diversit y. This allows the students to enrollee in specific colleges and universities as per their aptitude, budget and mobility. Hence, in the US there also exist private universities. Many of the private universities are held in high regard in the US. Private universities enjoy greater financial flexibility. They do not depend for funding on the states. Actually they are supported by many scientific and professional organizations. Community colleges in the US extend to many students the access to higher education. Community colleges allow students to earn credits for the starting two years of a bachelor’s degree spread across four years. The community colleges not only help students learn in a supportive environment, but also offer quiet affordable tuition costs (Baker 686). They also allow many adults to continue education in a supportive and encouraging environment (Baker 686). In addition, community colleges also host many personal development courses. Many international student s are enrolled in the community colleges every year. These colleges help them understand the basics of American culture. These colleges also help the international students improve their English language skills. Community colleges in the US provide the students with ample support services to help the students with different levels of language proficiencies succeed and grow. The community colleges in the US are also signified by many additional benefits like small class size and favorable students to teacher ratio. In addition they offer a wide variety of programs. The students can easily choose a program or major that suits them well. The also exist universities and colleges in the US that serve minority ethnic groups (Sims 17). These institutions are aimed at serving the needs and requirements of a minority group. Such institutions usually have a historical background. Many of the minority centric institutions serve the academic needs of the non minority students also. It goes with out saying that even today there are minority groups in the US that have been sidelined by the academic initiatives (Sims 18). These minority colleges tend to make up for this lack. These institutions assure that every US citizen gets a chance to realize the American Dream. They also give importance to the specific issues faced by the minorities they serve. It would not be wrong to say that the college education in the US is marked by diversity and

Exploring the Allegorical Nature of the Faerie Queen Essay Example for Free

Exploring the Allegorical Nature of the Faerie Queen Essay An allegory – a form of extended metaphor in which objects, persons and actions in a narrative, in this case, The Faerie Queen, are equated with meanings lying outside the narrative itself – represent an abstraction in the guise of a concrete image, with characters often personifying abstract qualities. One way of looking at The Faerie Queen is that it is allegorical in a complex manner. As a mode of writing in a still largely religious society (15th century England), viewing The Faerie Queen as an allegory allows the reader to perceive nature and history as in possession of hidden divine meanings capable of being revealed to the diligent, worthy seeker. Similar to the concept of a â€Å"sugar-coated pill† The Faerie Queen’s allegorical nature allows the author (Edmund Spenser) to conceal (largely moral) ideas from his readers and reveals them only to a deserving few who are able to go beyond appearances and recognize the truth for what it is. One needs to work hard in unlocking the hidden meanings for comprehension brought about by diligence would be valued more by the human mind than one that is easily understood, i. e. Una had veiled herself until the Red Cross Knight had proven himself worthy of seeing her face at their betrothal. In the case of Duessa, the name itself seems to represent duality, duplicity in contrast to the one (Una) truth, as her role varies from one book to another. In Book I she embodies religious falsehood while in Book V it is political falsehood, appearing in the guise of fair creatures until the facts of her foulness are uncovered much like literature’s Circe the witch and her cup of poison capable of altering her shape in her aim to entice and imprison her lovers. Spenser’s Duessa is distinctly English as she appears to be the fusion of the enchantress Circe with the biblical Whore of Babylon, i. e. Catholicism in the eyes of Protestant (Elizabethan) England. Her role is largely limited to deceiving appearances and seducing the Red Cross Knight, supposedly representing the â€Å"false† religion of the Roman Catholic Church. As for Una, her identity is clarified with vices parodying â€Å"true† religion as she appears to represent the one, noble truth among the wilderness, a ‘woman clothed with the sun’ and whose beauty is a manifestation of Christ’s alluring grace. As the personification of the â€Å"true† Church (the Church of England), she travels with the Red Cross Knight (supposedly representing England as its patron Saint George was said to have been a dragon slayer) in order to save her parents from a dragon. In keeping with the work’s religious tone, Una’s wanderings in the wilderness could be viewed in the biblical tradition as the Church fleeing the antichrist. Upon meeting her, the character of Abessa flees in terror of Una and her lion, which likely represents the justice wielded by Christ through the earthly executors of His will. Una plays the role of the romantic heroine in need of a brave knight to rescue her from a moral and fickle fortune. She is the â€Å"truth† to the Red Cross Knight’s â€Å"nobility† yet they are separated, until such a time when they overcome their respective obstacles and prove themselves worthy of a blessed union. Her character is made to wander, and in Cantos 3 and 6 it is made clear that her progress through the natural world is upward. Her encounter with Arthur helps her better understand her plight and what needs to be done for her to be able to transcend her suffering and misery. In a way, one could argue that Arthur represents divine intervention or simply providence lending a hand to strengthen our moral resolve at the time of darkest human frailty. Whereas Una represents the one truth, Duessa is the living, breathing duplicity in Faerie Queen. The Red Cross Knight as he descends the world of society (Cantos 4 and 5) in the company of Duessa is capable of seeing only surfaces. She is deceptive, but does that make her necessarily evil? There is no doubt that Una personifies the good yet though Duessa might be her antithesis, it is harder to ascertain whether she is out rightly evil or merely duplicitous. After all, human beings certainly err from time to time, we are both deceived and deceivers in our own way, yet we are not condemned so easily as evil personified or offspring of Satan. But since we are talking of allegories in The Faerie Queen written to glorify the reign of Elizabeth I of England, one has to note the seeming need to vilify Catholicism, symbolized by Duessa, as the deceptive enemy to England’s Anglican Church symbolized by Una. Representing truth, Una remains veiled for most of the poem, uncovering herself only when the Red Cross Knight is finally betrothed to her (Canto 12) and when she is all by herself ‘farre from all mens sight’ (3:4). In the same way as that of the House of Holiness, her ‘gates’ remain closed for fear of being raped for her beauty. The rationale for this is that truth as a prize of great worth remains vulnerable to exploitation, epitomized in the image of Una’s virginity, ‘that stubborn forte’ (6:3) which needs to be safeguarded until such time when she is ready to relinquish it to someone worthy of her. When she is finally unveiled, her beauty is described as blinding – ‘The blazing brightness of her beauties beame’ (12:23) – to lend credence that truth is not for the faint-hearted, and in the occasion that it appears to the common people is needs to wear a veil as truth cannot be conveyed directly for it tends to blind its audience. Finally, for all its power truth is clothed in simplicity and naturalness. In contrast to Duessa’s garb of garments ‘gilt and gorgeous gold arayd’ (5: 26), Una enters ‘under a vele, that wimpled was full low. ’ Duplicity is fond of shows and of parading itself – Duessa is set upon a seven-headed beast – yet truth does not need fancy outer garments to conceal its natural splendor. She is able to tame the lion, which recognizes Una’s beauty and goodness and responds to her overtures accordingly, while it seems to be able to discern Duessa’s true nature despite her lovely appearance. 15th century Elizabethan England placed great value on a woman’s virtues, e. g. chastity, fidelity, etc. and this is appropriately manifested by Una who steadfastly safeguards her virginity, in contrast to Duessa who takes great pleasure in seducing men with her feminine wiles. Una represents chaste love which waits for the right time, that is, in the context of marriage, before engaging in sexual liaisons. Duessa is an entirely different matter she takes pleasure in her power over men through her sexuality. Of course for the conservative sexual mores of the time this was despicable in a woman – she would easily be labeled as a whore. A woman during those times was viewed slightly better than property, first as belonging to her father, then to her husband, and her worth in the marriage market was often viewed in relation to her maidenhood, aside from the size of her dowry. Nowadays though, society has a more liberal view on the roles of women, their functions in society and how they are expected to act, and it would be harder to categorically generalize women as simply being the marriageable kind or those whom men should only dally with. Also, the influence of religion has significantly waned – it no longer plays such a central role in the lives of most people. Thus, modern-day interpretations of The Faerie Queen would not necessarily take a kind view of Spencer’s illustration of women, particularly if one utilizes the feminist perspective in critically analyzing the said work. Work Cited: Spencer, Edmund. The Faerie Queen. London: Penguin Classics, 1979.

Clarissas Way of Death Essay -- Samuel Richardson Clarissa Essays

Clarissa's Way of Death In Clarissa, Samuel Richardson finds "an exemplar to her sex." But her story does not provide a model to live by, as such a qualification may lead one to expect. Only in the afterlife does Clarissa presumably receive what she deserves. The life suggested by her example is untenable. Clarissa's death is the inevitable result of her unrealistic, unimpeachable virtue  ­ a virtue that is defined less by what she does than by what she will permit. Her death serves not only a narrative end in the novel, but the demands of psychological realism. Richardson respects the conclusion made inevitable by the very "divinity" of Clarissa's personality. This heroine can have no other conclusion. Her death-drive is a fundamental aspect of her character, one present since the very beginning of the book. Though she is an extremely rational heroine, she is not necessarily reasonable. Like all young people, she wants happiness  ­ but her idea of it is impossible to live, an almost childish fantasy. Her devotion to "the single life" is not only a resistance to an unwanted match, but a refusal to have her purity blemished. Her purity and her virtue are the building blocks of her selfhood, but these elements have been formed in her childhood, and thus are not directly transferable to the exigencies, and duties, of adult life. In defense of this virtue, Clarissa has an almost morbid streak that prefigures her conclusion. There can be no worldly happiness for Clarissa. Lovelace's crime, in a certain sense, is only incidental. Clarissa can never be married, as she can never accept its corollary, adulthood. Growing up implies a change of state that she cannot reconcile with her established identity. It is a shock, upon... ...these "trials" is the confirmation of her "divinity". "The fall of a regular person, no doubt, is dreadful" she writes to her uncle Antony (426). But this is not her situation, not her crime. She herself is not a "regular person", and her fall was not a typical fall: "would to Heaven," she implores later in the letter, "that I had had the circumstances of [my fall] inquired into!" (426-7). Her death is the manifestation of her blamelessness. Death recreates her as immaculate, by proving that a blemished existence is not consistent with her nature. Though she asserts, "I am ruined in my own eyes; and that is the same to me as if all the world knew it" (316), it becomes proof of her transcendence that "all the world" know it. By agreeing to publish her tale after her demise, she has transformed the circumstances of her disgrace into a proof of her greater purity.

Book Report (the Titans Curse by Rick Rordan)

Percy Jackson The Titans Curse In this Percy Jackson and the Olympians book, it starts out when Thalia daughter of Zeus, Annabeth daughter or Athena, and Percy son of Poseidon set out to help Grover who found two really power full half bloods escort them back to camp have blood. But then they run into trouble when this really power monster shows up that works for Cronus try’s to take Bianca and Nico the two really powerful other half bloods. Before there group was about to be defeated Artemis goddess of the hunt and the moon sun of Apollo shows up and rescues them with her huntresses. Also Annabeth saved them but in the process she falls off the cliff and they could not find her, little do they no that she was really just captured by Luke and Cronus, Bianca joined the hunt with Artemis and left Nico at camp half blood to train to become stronger. Artemis left her huntresses to go find the one monster that could destroy Olympus, while trying to find the monster she was captured by Cronus and needs to be rescued before the winter solstice so that she can convince the council that they need to go to war to prevent the titans rise. So a quest was given to Zoe who was the leader of the huntresses that they should go save Artemis before the winter solstice and when she went to go consult the Delphi Oracle it said â€Å"five shall go west hunters and campers combined will not fail one shall be lost in the land without rain and another shall parish by a parents hand. † So since Zoe was the quest leader she got to choose who goes with her, she chose three hunters and two campers but one of the hunters got sick so she couldn’t go so only four of them left for the quest Zoe Bianca, Thalia and Grover but then Percy wanted to go save Annabeth so he snuck off to save her. He ends up meeting up with and saves them from the monster that tries to kill them early. When the got to New Mexico (which is a land with out rain) they go into the gods junk yard and this giant mechanical robot thing comes to life and then Bianca jumped into the robot and defeated it but she was lost and could not be found. They had to go all the way from camp half blood which is right out side New York all the way to California. When they finally go to California the had to go up the mountain of the titans so it is really dangerous also the general is back which is cronus’s number one warrior you no the guy who holds up the sky atlas. When they get up there they see Annabeth laying on the ground over where you hold up the sky and Artemis holding up the sky they also see Luke and Atlas and an army behind them Percy Jackson did the naturally stupid thing and charged Atlas but cause of this curse that was put on Percy his weapon riptide failed him and so he ran over to where Artemis was holding up the sky and took the sky for her so that she could fight Atlas, While that was happening Thalia was fighting Luke after he was defeated by her, he tried to jump at her but her reflexes was to fast and she kicked him off the cliff with was like a 30 foot drop so he should have died but didn’t when Artemis was fighting Atlas she was defeated and before she was about to get seriously hurt Zoe jumped in the way and saved her, which gave Artemis enough time to get up and ready to fight again. In the mean time Zoe was seriously hurt and was about to die and everyone else was about to get defeated but then Artemis kicked Atlas under the sky again and so Percy jumped out of the way and so Atlas was stuck once again under the sky, but there was still a giant army that was surrounding them but out of no where Annabeth’s dad which owned a plane came out and started shooting all the monsters with Celtic bronze bullets which gave Artemis enough time to call down a chariot and so they jumped in to get away. Zoe was still really injured and on her death bed. She ends up dieing and then they find out that Atlas was Zoe’s dad so she perished by a parents hand. When they get back to camp half blood Nico found out his sister died so he got really angry and ran off which on his way finds out he is the son of Hades. Up on mount Olympus on the winter solstice they end up finding the monster which was a harmless cow sea serpent and so if you sacrifice a harmless monster you g ain the power to over throw the gods, Artemis convinces the gods that they need to go to war with the titans.

Drama Part 1 Essay

The piece of Drama we have created is called â€Å"The Fear of the Unknown†. We looked at various ways of interpreting the title before agreeing on a suitable theme. Our story covers the death of a character and studies the reactions of characters in different situations. The actual cause of death is left to the imagination and is never actually mentioned. This links in with the title we were given. I am going to compare â€Å"The fear of the unknown† with the play â€Å"The Woman in Black† by Susan Hill and adapted by Steven Mallatratt. I will also use the Crucible text by Arthur Miller and Blue Remembered Hills text. In the Woman in Black as the actor approaches the house a gobo is shown to show Eel marsh house in the background. The house seems large and foreboding. This helps create an air of suspense with the audience who already have heard about the woman in black. This happens again when the actor approaches the door to the playroom whilst the music plays. Similarly, the actors in The Fear of the unknown create tension whilst approaching the house by talking quietly and discuss the house in their ‘ghost story’. The curse of the Woman in Black is similar to the curse placed on the house where a girl died many years ago. Many other people tell the story of the woman in black. The actor isn’t superstitious so ignores them. He is lucky to escape with his life. In the fear of the unknown Stacey warns Sadie about the curse in the house where the girl died, Sadie believes the story but then still goes in the house, and doesn’t return. This could also be compared to in the Crucible where the suspicion of witchcraft underlies everything. In the beginning of the play many people didn’t even have suspicion of witches. Though the idea there were witches living within a community ate away at the people until people died. Many innocent people ended up hanging for witchcraft. The imagination of characters in the play we performed added to the tension created. This occurred frequently during the piece, for example when Charlie and Sadie appear at the door to Stacey’s party Stacey looks Sadie up and down. Sadie is instantly terrified of Stacey even though this is normal behaviour in her characters case. The same thing happens in Blue Remembered Hills when the siren goes to signal that a prisoner of war has escaped. Every noise sounds like the war prisoner approaching them and all the children believe the prisoner of war would kill them. You can also compare it to the Crucible where everyone suspects everyone else to be witches, and everyone turns on everybody else causing more havoc. To some extent this also happens in The Woman in Black as the actor is met by suspicious and hostile reactions when he attends the ladies funeral. Also everybody in the village believes in The Woman in Black and her terrible curse, this means all the characters would be on edge. In conclusion, I think our drama performance went well, our preparation could have been better but we all had different school activities on, which made it hard to rehearse. Near to the end of our rehearsals we threw one member of our cast out. This put us at a disadvantage but meant we worked better as a group in the end as we were all striving for a common goal. Our original ideas included; Bullying and the consequences of bullying, Relationships, and problems that could never be solved. We decided to work on the events leading up to an unnecessary death.

Are Undergraduates Ready For The Real World Essay Example

Are Undergraduates Ready For The Real World Essay Example Are Undergraduates Ready For The Real World Essay Are Undergraduates Ready For The Real World Essay In the same context of our society today, undergraduate are educated to believe that if they do well in their education now, thefts make it through life finely. On the contrary, the misunderstanding Of this concept can lead to the opposite, to hit rock bottom when they meet the real world. Since we were in pre-school until university, we were to understand that education is most important to achieve success which is a true statement. However, to rely on the education system too much is an unbalanced way of doing things. Instead, students should be more exposed to handling realistic situation such as problem solving skills. Their jack of experiences and humidity may become troublesome when they are trying to get a job in the future. Also, a portion of undergraduates thinks that success is measured by their grades because of the exam-oriented education. They are too focused on studying and memorizing word by word from the text book to stop and think outside the box. This might get you good grades but it does not prepare you for the real world. How are undergraduates going to achieve success and be a leader to the country in the future if they jack the ability to think on their own two feet? Moreover, most undergraduates have ignored outside interaction and does not even bother to get out of their comfort zone. Their communication skills is important for them to ace that interview for a job thieve always wanted. They need to gain confidence and speak up their voices because confident is one of the things people look at for employment. On that note, students need to keep in mind that staying inside their bubble will do no help for them in future. In fact, it may lead to culture shock or inability to find bigger opportunity. As a conclusion, it is up to the undergraduates themselves to be ready for the real world or not. If they decide to keep themselves safe inside the box, they wont go as far as those who decides to step out of the box and explore for bigger and better adventures. What is life without a little risk? Undergraduates should be more independent and think further in the future, the real world, instead of depending on the presence.

How to Get Into USC 5 Expert Admissions Tips

How to Get Into USC 5 Expert Admissions Tips SAT / ACT Prep Online Guides and Tips The University of Southern California (USC) is a highly ranked private school located in Los Angeles, and, as a result, it draws thousands of qualified applicants each year.If you’re applying here, you are probably wondering what the USC admissions requirements are and what you’ll need to stand out as an applicant. In this article, we explain how to get into USC, offering you specific tips for what you can improve in your application.But first, how hard is it to get into USC? Feature Image: Ken Lund/Flickr How Hard Is It to Get Into USC? USC is a very selective university with an acceptance rate of just 13%- this means only about 1 in 8 students gets accepted. Interestingly, this percentage has fallen by 3% since 2017, indicating a downward trend in USC's acceptance rate, which has decreased in recent years due to a growing number of applicants.In the 2017-18 school year, a record 64,352 applicants applied to USC, out of which 8,339 were admitted. Here's howUSC's official news websitedescribes its student body: "More than a third of the [fall 2018] admitted class are straight-A students, and 60 percent have standardized test scores in the 99th percentile." Looking at this data alone, we can say with confidence that it's generally pretty difficult to get into USC- and it’s growing more difficult every year. So what kind of applicants is USC looking for? Let’s take a look. What USC Looks for in Applicants Because USC is so competitive, and because there are so many applicants applying each year, this school is looking for the best of the best when it comes to applicants. Here’s what USC writes about applicants on its website: "We look for those students we believe will thrive at USC. Our application process is designed to discover your individual story, so that we might see how you would take advantage of the many opportunities available at USC. †¦ We will review your performance in school, the rigor of your program, writing skills and test scores. We also consider personal qualities, as revealed in community involvement, leadership and achievements." In addition to strong numbers (i.e., test scores and grades/GPA), USC wishes to admit applicants with strong "personal qualities."These qualities can be illuminated through either academic or non-academic accomplishments, community service/volunteer efforts, or leadership experiences (for example, maybe you're the captain of the track team or you once organized a successful food drive at your school). As PrepScholar co-founder and perfect SAT/ACT scorer Allen Cheng discusses in his detailed guide to getting into Harvard, USC, like Harvard and other top schools, prefersapplicants with "spikes" in their extracurriculars- applicants with strong passions for specific activities or interests. After all, with USC's more than 60,000 applicants each year, you’ll definitely need something to help your application stand out! Here's how USC describes its most successful students to give you more of an idea of what they're looking for in applicants: "USC students pursue ambitious intellectual and professional goals by studying across disciplines and taking advantage of the diversity of programs available. They are willing to venture outside their comfort zones. They are interested in the world, in other peoples and cultures, and enjoy examining important issues from a global perspective." As you can see, USC is looking for applicants who aren’t just academically gifted but who are also willing to challenge their limits, learn about new fields, and assume a global perspective. Can You Apply Early Action or Early Decision to USC? Unlike many other private and prestigious universities, USC does not offer an early action/early decision plan to first-year students.Therefore, anyone applying to USC must do so by the same deadline (refer to the next section for more information on important dates). While you can’t apply early to USC, if USC is indeed your first-choice school, it's a smart idea to tell the admissions committee this so they can note it in your application.Here iswhat USC admissions expert Joe Beltran specifically recommends applicants doif USC is their first choice: "Students often ask me how they can let the admission office know that USC is their first choice. It’s simple: Just tell us. Tell us in your application, over email, telephone or in person. And we make note of that. We add these things to your files if you ask us to, and we keep them in mind as well."* *Emphasis mine Although you can’t apply early to USC to demonstrate your interest in attending the university, you can (and definitely should) let the admissions committee know about your interest in it so they can take this into consideration as they look at applications. Don't hide your true feelings- if USC is your first choice for college, let them know! Getting Into USC: Logistics and Deadlines All freshman applicants to USC must apply through the Common Application.Here's a checklist of all the major USC admission requirements: Common App USC Writing Supplement (on Common App) Official SAT/ACT test scores- applicants may also submit SAT Subject Test scores, AP test scores, and TOEFL scores (if international) Transcripts showing all high school coursework and any college coursework completed Letter(s) of recommendation- the number of letters you must submit to USC depends on the program/school you’re applying to Additional materials, such as a portfolio, writing sample, or resume (only if required by your specific program/school) Fall grades- these can be submitted via the Mid-Year Report Form on the Common App As indicated above, certain schools and programs at USC require additional materials from applicants.The following table shows the schools and programs that require supplementary documents and information (in addition to all the components listed above): School/Program Required Supplementary Materials School of Architecture Portfolio, Architecture Writing Supplement Roski School of Art and Design Art/Design Essay, list of creative experiences, portfolio Iovine and Young Academy for Arts, Technology and the Business of Innovation Proposal video, portfolio, interview (if selected) Marshall School of Business - World Bachelor in Business Program Video introduction, World Bachelor’s Business written prompts (on USC Writing Supplement) USC School of Cinematic Arts* Personal Statement, writing sample, creative work sample/portfolio, creative portfolio list, video sample, image essay, audio portrait, autobiographical character sketch, creative challenges, "Most Challenging Moment" task, project questions Glorya Kaufman School of Dance Portfolio, dance resume, short answer, additional information (optional), two video solos and descriptions, live audition (if selected) USC School of Dramatic Arts* Headshot, drama resume, "Take Three" image task, letter from drama teacher/coach, essay questions, creative submission, audition videos, live audition Thornton School of Music Portfolio, music resume, repertoire list, introductory video (certain majors only), audition recording, live audition (if selected) Resident Honors Program** Essay questions, short answers, counselor nomination form *Exact supplementary materials required for admission will vary depending on the major. **This program is only open to high school juniors. Now, let’s take a look at all the major USC deadlines, ordered from soonest to latest. December 1, 2018 Freshman application deadline for merit scholarship consideration (note that this is not an early action or early decision deadline) Freshman and transfer application deadline for the following schools/programs: Dramatic Arts (all programs) Cinematic Arts and Music (all programs) Kaufman School of Dance Iovine and Young Academy World Bachelor in Business (WBB) program January 15, 2019 Freshman application deadline (this is the regular freshman application deadline without merit scholarship consideration) February 1, 2019 (For freshman applicants)Last day by which merit scholarship notifications will be sent out Transfer application deadline for all other programs February 13, 2019 (For freshman applicants) Financial aid deadline for FAFSA and CSS profile applications March 4, 2019 (For transfer applicants) Financial aid deadline for FAFSA and CSS profile applications April 1, 2019 (For freshman applicants) Last day by which final admission notifications will be sent out May 31, 2019 (For transfer applicants) Last day by which final admission notifications will be sent out (For transfer applicants)Last day by which scholarship status notifications will be sent out Heed these next tips so you can be the happy face. USC Admission Requirements: 5 Tips for Getting In Now that you know the logistics of applying, let’s take a look at how to get into USC.What do you need in your application to increase your chance of getting into USC, one of the most prestigious colleges in the country? #1: Get a High GPA Admitted applicants to USC typically have very strong GPAs. For the fall 2018 class, the average (unweighted) high school GPA was 3.79/4.00.This means that the majority of admitted applicants had relatively strong grades, getting mostly or all As and possibly a few Bs. If your GPA is below 3.79, you'll most likely have a more difficult time getting into USC. Therefore, it’s best to aim as high as you can, preferably at least around a 3.85, so you will be well above average but won’t suffer too badly if you get a B in one or two classes. If you’re having trouble maintaining a high GPA, figure out which classes are bringing down your grades and then consider spending more time studying for those classes or hiring a tutor to give you the extra support you need. #2: Have a Rigorous, Challenging Course Load Another important aspect USC wants to see in applicants is evidence of a strong and challenging course load.Ideal applicants will have taken a fair share of AP, honors, and/or IB classes. Here's how USC describes its ideal applicantson its undergraduate admissions website: "No specific curriculum is prescribed or required, though students offered admission typically pursue the most rigorous program available to them in English, mathematics, science, social studies, foreign language and the arts. Careful attention is paid to preparation for the intended major." In addition to doing well in classes, strong applicants will have excelled in a rigorous academic program, particularly in classes relevant to their intended majors. If you’re a junior or younger and haven’t taken any challenging courses yet, try to sign up for some AP, honors, or IB classes the following academic year and for each subsequent year you’re in high school. It’s best to choose challenging classes that focus on the fields in which you’re already strong or have a large interest in studying.For example, if you’re a science buff, you could take AP Bio or AP Physics. While you don’t need to make every class you take a super hard one,aim to take about three to five upper-level classes each school year, at the very least starting your junior year.This doesn’t necessarily mean you must take the AP tests that go with these courses, though it’s not a bad idea to do so since it might earn you some college credit! Strong test scores- and possibly super strong back muscles- will definitely catch USC's eye. #3: Earn Strong SAT/ACT Scores In general, USC expects fairly high SAT/ACT scores from strong applicants. Below are the middle 50%, or average, score ranges*for both the SAT and ACT for the fall 2018 USC freshman class: SAT Composite: 1400-1530 Evidence-Based Reading and Writing (EBRW): 680-750 Math: 710-790 ACT Composite: 31-35 English: 33-35 Math: 29-35 *The lower score in each range is the 25th percentile (meaning 25% of applicants or fewer got this score), and the higher score is the 75th percentile (meaning 75% or fewer got this score). Clearly, you’ll need to have a pretty high SAT/ACT score in order to be considered a competitive applicant to USC.For the SAT, most applicants have a minimum score of 1400, or the 94th percentile nationally. Meanwhile, for the ACT, most applicants have a minimum score of 31, or the 95th percentile nationally.In other words, you’ll need to score in the top 5-6% of test takers in order to meet just the 25th percentile score at USC. Although getting a score below USC's 25th percentile threshold doesn’t automatically mean you’ll be rejected, it does indicate that it’ll likely be harder for you to get into USC unless you have other significantly impressive qualities. If you don’t meet this "minimum" threshold (1400 on the SAT and 31 on the ACT), the best course of action is to try to raise your SAT/ACT score.One way todo this is to make an SAT/ACT study plan that caters to your weaknesses.I also recommend checking out our guides for sometips on how to increase your SAT or ACT score. If you prefer having more hands-on guidance in your test prep, consider using our online SAT or ACT prep program, which is 100% customized to your test-prep needs and includes realistic questionswritten by real top scorers. #4: Write Excellent Essays In addition to the Common App essay, you're required to write two shorter essays as part of the USC Writing Supplement.Each essay must be no longer than 250 words, or about half the length of a typical college admissions essay. For the first USC essay, you must choose one of three prompts to respond to: USC believes that one learns best when interacting with people of different backgrounds, experiences and perspectives. Tell us about a time you were exposed to a new idea or when your beliefs were challenged by another point of view. Describe something outside of your intended academic focus about which you are interested in learning. What is something about yourself that is essential to understanding you? Choose the prompt that appeals to you the most and that you'll be able to respond to easily and effectively. For the first prompt, you shouldwrite about a specific incident in which a belief or opinion of yours was challenged.The key here is to focus on your reaction and what this particular incident taught you about yourself.This could be a political stance, a religious belief, or a personal opinion on a social issue. The second prompt is all about a field outside your intended major that you’re also interested in studying.This is a great opportunity to discuss how you became interested in this particular field and what you might do with it in the future.For instance, perhaps you plan to major in computer science but have recently realized, by taking a required art class, that you also have a strong interest in learning more about the history of paintings. The third essay prompt is quite broad and allows you to talk about anything you feel is important for the USC admissions committee to know about you.You could introducea specific interest, skill, or experience you have, or even offer an explanation for a problem in your academic record, such as a dip in your grades one semester or a below-average SAT score. A great tip to remember as I write my best-selling novel you write your USC essays. In addition to this first essay, you’ll have to write a second essay for the USC Writing Supplement. This essay only has one prompt (so you don’t get a choice here!): Describe how you plan to pursue your academic interests at USC. Please feel free to address your first- and second-choice major selections. This essay prompt simply wants to know what you plan to major in at USC and how you'll achieve your academic goals as a student. Basically,what's the intellectual path you expect to take at USC? For instance, if you plan to major in English, you could write about how you intend to take a more interdisciplinary approach by integrating foreign literature classes into your course load. Overall, in order to ensure you’re submitting two excellent essays to USC, be sure to use specific details, be honest about your experiences and feelings, and edit and proofread each essay before sending it in.Get more expert tips by reading our guide to the USC supplement (coming soon). It’s also important to note that some programs and schools require additional essays or short answers.For example, those applying to the School of Architecture must answer extra questions in the Architecture Writing Supplement. These school-specific essays are just as important as, if not more than, the three general USC essays you must write.Why? Because these essays ask you even more specific questions that relate to your intended field of study.Thus, you'll need to be able to clearly explain exactly why you’re interested in the field/program/school you're applying to. #5: Craft an Impressive Portfolio (Required for Certain Programs) Some programs at USC require the submission of creative portfolios along with the more general requirements listed above. If a portfolio is required,it’ll likely be one of the most important parts of your application. Make sure your portfolio follows all instructions, is 100% original, and is emblematic of your own creative mind, abilities, and goals. Here are all the schools at USC that require the submission of a portfolio: School of Architecture Roski School of Art and Design Iovine and Young Academy for Arts, Technology and the Business of Innovation USC School of Cinematic Arts Glorya Kaufman School of Dance Thornton School of Music What’s Next? USC is a great college in California, but it's not the only one there!If you want to attend college in the Golden State,you'll benefit from learninghow to apply to the UC schoolsand getting info on thecheapest colleges in California. How does USC's selectivity compare with those of other top colleges? Get the answer in our guide to the most selective schools in the nation! USC likely isn't the only school you're applying to. Check out our guides to learn more about how to get into Columbia and how to get into NYU. Want to get into USC or your personal top choice college? We can help. PrepScholar Admissions is the world's best admissions consulting service. We combine world-class admissions counselors with our data-driven, proprietary admissions strategies. We've overseen thousands of students get into their top choice schools, from state colleges to the Ivy League. Learn more about PrepScholar Admissions to maximize your chance of getting in.

The Nature of Truth Essay Example | Topics and Well Written Essays - 500 words

The Nature of Truth - Essay Example Charles Darwin suggested the theory of evolution, by natural selection. He collected multiple pieces of evidence to support his idea so that he can make the idea realistic to the people. After looking at all the evidence, he came up with the conclusion that the theory of evolution was the beat explanation that he could come up to support the discoveries that he found during his research (Scott, 2008). The history of all living things is usually documented in the multiple lines of evidence, which form a convergence and tell the story of life as time passes. The first piece of evidence of evolution is found in fossil remains that have been discovered in time. These fossils serve as snapshots of history, and they are used to illustrate the evolutionally changes that have taken place over time. Fossil remains started being discovered as early as in the seventeenth century. Each new fossil that is discovered brings new clues as to the understanding of human history (Scott, 2008). Other evidence ids brought about by the study of embryology and the observation of similarity between species. Embryos of early vertebrates look similar. These species differs in their genetic structures due to the genetic changes that every organism undergoes so as to adapt to the environment, evolution was also brought about by natural selection where nature choose the beat species that are best adapted to the environment (Scott, 2008). The theory of evolution is supported by many pieces of evidence; Biogeography is the study of a number of species in an area over a given period. This study gives the idea that if the evolution theory is true, then species that are related should be found in the same geographical area this is in the exemption of the animals that have a high mobility rate like birds (Scott, 2008). There are other theories that are against the theory of evolution. These theories include the creation theory, the big bang

Mock trial Essay Example | Topics and Well Written Essays - 1000 words

Mock trial - Essay Example Bianca and the defense team can consider a peremptory challenge (Tarr 130). The removal of the jury would weed out the biased jurors who would determine the case in favor of the plaintiff. The case of Davis v. HappyLand company evokes emotional that may attach some of the juror members to the loss of Andrea’s loss. The jurors would then determine the case with bias based on the common bond they have established with Andrea. The defendants should use the persuasion capability of the three attorneys to convince the court to consider the challenge. However, the attorneys are not required by the law to give any particular reason for the challenge. Good morning, ladies and gentlemen? We are here today to find out if that the death of Joey that occurred on August 2011 was caused by the negligence of her supervisors or HappyLand Company. The role of Joey’s caregiver will be put into perspective. We will provide evidence will proof why the plaintiff should not get damages. The findings of the pharmacology will also disapprove that the alleged cause of death though GHB product does not cause death unless ingested in large quantities. Therefore, the quantity of GHB contain in one Princess Bead cannot produce GHB that can be metabolized to a dangerous level. The company has met its burden of responsibility by providing sufficient warnings regarding the danger of ingesting beads. Joey does not fall into the age bracket that is targeted for the market of HappyLand Company. The defense team will provide witnesses and further evidence of proof beyond any reasonable doubt why the court should not pursue plaintiff consideration for damages. At the conclusion of this negligence trial, it is my sincere hope that in the interests of the justice you will find that the defendant is not responsible for the cause the loss of Joey. Thank you very much. We are here to determine a case where the plaintiff Andrea

Quality Management and Continuous Improvement Uni 3 DB SA Second Week Essay

Quality Management and Continuous Improvement Uni 3 DB SA Second Week - Essay Example The information makes response from the instructor to students faster. The students, on the other hand, are able to submit assignments and papers in time. The development of the websites also allows students to access campus-based resources such as library materials, and offer online technical support. The online study experience should be designed and planned to allow relative flexibility for the students. It does not necessarily mean that classes should be set in weekly intervals. There are students who would like a daily routine too. The course outline should be put online so that all students know the relevant topics. The plan should also give material to keep students involved in the coursework. This is a proven method of improving satisfaction and in the long-run, longer student retention (Johnston, Kilion and Oomen 2005). The schedule should give time adequate for students to cover the syllabus. Since the online students are mostly busy with other activities, the time for coverage should be maximized (Aggarwal, 2003). This ensures that the quality of education offered to the student is not watered down. The availability of instructors should also be such that response to any queries as soon as possible (within 24 hours). The time zones should also be considered in planning since online studies are not limited by geographical

The Virgin Group Brand

The Virgin Group Brand ABSTRACT The Research has been undertaken in order to reveal the unique strategies that the Virgin Group employed in its extensions, and to examine whether it is really successful through strategies and how far it can go in the future. To better answer this question six study objectives are derived. The three most important ones are : to show the whole extension history of the Virgin brand, its success and failures ;to demonstrate the unique strategies Virgin employed in its brand extensions; to discover the consumers attitude towards Virgins extensions and how far Virgin can go. In order to answer these questions, this research contains a literature review, the field research, as well as analysis and conclusion. The literature review explains the concept and main issues of brands, brand equity, and brand extension. Then the methodology is started and justified, and the investigated company and its brand extension strategies are introduced. After that the results of the survey are presented. And the conclusion is drawn according to academic literature, primary data , and secondary data. INTRODUCTION Research Context For decades the value of a company was measured in terms of its buildings and land, and then its tangible assets (plant and equipment). The 1980s marked a turning point in the conception of brands. Management came to realize that the principal asset of a company was in fact its brand name ( Kapferer , 1997 ) The brand is not the product but it gives the product meaning and defines its identity in both time and space. Brand equity is regarded as a very important concept in business practice as well as in academic research because marketers can gain competitive advantage through successful brands. The competitive advantage of firms that have brands with high equity includes the opportunity for successful extensions, resilience against competitors promotional pressures, and creation of barriers to competitive entry( Farquhar, 1989 ) . However, the cost of introducing a brand in to a consumer market can be considerable ranging from about $ 100 million ( ourusoff , 1992) , with a 50% probability of failure ( Crawford, 1993 ). Thus, it not a surprise that companies seeking growth opportunities may prefer to extend existing brands. Brand extension has been hailed as the way to achieve in a cost controlled environment. By capitalizing on the reputation of an established brand, companies save the high cost of creating new brands. New products which piggyback on favorable brands drive an immediate advantage by entering from a position of strength, thus reducing the risk in failure; while the parent brand gains some synergy through the heightened awareness that is generated in successful new product launches ( Pitta and Katsanis, 1995 ). While successful brand extensions can reap benefits, management should not forget the risk of extension failure. History shows the potential of brand extension problems, which range from out right failure to partial failures. Instead of success, the failed extension might tarnish the image and reduce the market share of the parent product. Since the brand extension decision in fact a strategic one, it is important to think strategically beyond the first extension to future growth areas. Further more, it is also important to manage those extensions strategically. Virgin group was chosen as the subject of this study because it offers great potential for studying the issue of brand extension, perhaps the best known example of successful unrelated diversification. Virgin started out as a publisher and retailer of popular music. Its brand was built up on the qualities expressed by its products. The virgin brand is now so powerful that it can be applied to diverse fields including airline, cola, financial services and even commercial space shuttles in the future. The Virgin group has a unique strategy in extending and managing its brand. They have remarkable success and some failure as well . However , to date , its successes have outweighed its failures . Research Aims and Objectives Research Aims This study is an attempt to investigate a company , Virgin group, to gain an insight in to the brand management and brand extension theory.. The researcher seeks to understand brand extension management both in general and in a particular organization. The researcher does not seek to gather statistical data for generalizations, but intends to make an in-depth study in order to highlight issues within this single organization. The research has been undertaken in order to reveal the unique strategies that the Virgin Group employed in its extensions, and to examine whether it is really successful through its strategies and how far it can go in the future . In detail , the research investigates the recognition of the virgin brand name , the recognition of the products / services under this brand name , the impact of extensions on brand name , and the perception of the brand by the customers. .Research Objectives The research aims to generate the following detailed research objectives. 1 To define brand image and brand extension 2 To demonstrate the consequences of brand extension. 3 To clarify the brand extension strategies. 4 To show the whole extension history of virgin brand including its successes and failures.. 5 To demonstrate the unique strategies Virgin employed in its brand extensions.. 6 To discover the consumers , attitude towards Virgins extensions and how far Virgin can go. All these objectives will be addressed through academic literature review, analysis of existing organisation data, analysis of the organisation survey and interview, and combination of the results. Research Structure The following research content can be divided into four sections: literature review, research methodology, primary and secondary research, and conclusion. The first section is concerned with the literature review. Before expounding the concept of brand extension, the researcher initially demonstrates the definitions of brand extension as one of the strategies in brand management emerged when brands were regarded as intangible assets gaining more attention. Brand extensions are closely linked with brand equity. Successful brand extensions result from good understanding of brand equity. Successful brand extensions result from good understanding of brand equity. After that the researcher clarifies the definition of brand extension, the consequences of brand extension, criteria in brand extension decisions, and evaluations of brand extensions. In the second section the researcher illustrates the research methodology from three dimensions: research philosophy, research approach, and research strategy. Then the collection methods of primary data and secondary data and the limitation of the methodology will be addressed. The third section is about the primary and secondary research. Secondary data will be collected and illustrated as the basis of primary research. Primary data will be collected from a standardized questionnaire survey and the data would be analyzed. Contribution to Research The prior literatures on brand extensions at Virgin Group clearly illustrated the unique strategies Virgin group employed to extend their brand and weighed its success and failures. This topic has been researched and represented on the basis of biographies and case studies in brand extension theories. Most of the literature has expressed doubts regarding how far the Virgin group can go with its brand. The purpose of this research is to explore those doubts mentioned above and determine how justified they are. The researcher will conduct a survey from consumers point of view to obtain the answer. The findings will show the awareness of the virgin brand and its products/services, and the attitudes of consumers towards those extensions in Virgin. Of course, all these aspects are just starting points for further research. It was impractical for the present research to obtain a comprehensive overview of Virgins extensions in general, nor was it practical to consider all existing documents, initiatives and other related information. Chapter 1 Literature Review 1.1 Introduction In this chapter, various perspectives of brand extension theories have been reviewed as the basis of the further research. Firstly, the researcher clarifies the general concepts of brand equity. Then brand extension, one of the brand management strategies, is explained in details. The chapter ends with a summery of the literature review. 1.2 What is a Brand? 1.2.1 Definitions of Brand Keller (1998) explained the origin of the word â€Å"brand† by using the research of Interbrand group. The word â€Å"brand† is derived from the Old Norse word â€Å"brandr, which means â€Å"to burn† as brands were and still are the means by which owners of livestock mark their animals to identify them. The different approaches to defining brand partly stem from differing philosophies and stakeholder perspectives, i.e. a brand may be defined from the consumers ‘ perspective and / or from the brand owners perspective .In addition , brands are sometimes defined in terms of their purpose, and sometimes described by their characteristics(Wood,2000). The American Marketing Association (1960) proposed the following company orientated definition of a brand as: â€Å"A name , term , sign, symbol, or design , or a combination of them , intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.† The definition has been criticized for being too product -oriented, with emphasis on visual features as differentiating mechanisms (Arnold, 1992; Crainers, 1995). Despite the criticisms, the definition has endured to contemporary literature, albeit in modified from .Aaker (1991) adopt this definition. â€Å"A brand is a distinguishing name and / or symbol (Such as a logo, trade mark, or package design) intended to identify the goods or services of with one seller or a group of sellers, and to differentiate those goods or services from those of competitors.† Ambler (1992) takes a consumer oriented approach in defining a brand as: â€Å"The promise of the bundles of attributes that someone buys and provide satisfaction†¦.The attributes that make up a brand may be real or illusory, rational or emotional, tangible or invisible.† These attributes emanate from all elements of the marketing mix, and are subject to interpretation by the consumer. They are highly subjective. Brand attributes are essentially what are created through brand description (one interpretation of brand equity) mentioned previously. Many other brand definitions and descriptions focus on the methods used to achieve differentiation and/or emphasize the benefits the consumer derives from purchasing brands. These include definitions and descriptions that emphasize brands as an image in the consumers minds, brand personality, brands as value systems, and brands as added value (Wood, 2000) It is possible to draw together many of the approaches to brand definition, An integrated definition can be achieved that highlights a brands purpose to its owner, and considers how this is achieved through consumer benefits. Added value is implicit to this definition (wood, 2000) that is: â€Å"A brand is a mechanism for achieving competitive advantage for firms, through different (purpose). The attributes that differentiate a brand provide the customer with satisfaction and benefits for which they are willing to pay (Mechanism).† According to Philip Kotler ( 1984) , A product is anything that can be offered to a market for attention , acquisition , use , or consumption that might satisfy a need or want. Thus a product may be a physical good, service, retail store, person, organization, place or idea. A Brand is a product , then , but one that adds other dimensions to differentiate it in some way from other products designed to satisfy the same need, These differences may be rational and tangible related to product performance of the brand of more symbolic, emotional, and intangible related to what the brand represents ( Keller,1998) 1.2.2 Functions of Brands Brands play different roles to consumers and firms (Keller, 1998). To consumers, brands identify the source of maker of a product and allow consumers to assign responsibility as to which particular manufacturer or distributor should be held accountable. Most importantly, brands take on special meaning to consumers. Because of past experiences with the product and its marketing program over the years, consumers learn about brands. They find out which brands satisfy their needs (Keller, 1998). Thus, Brands Provide a short hand device or means of simplification for their product decisions (Jacoby et al., 1971). From an economic perspective , Brands allow consumers to lower search costs for products both internally (in terms of how much they have to think ) and externally ( in terms of how much they have to look around) brands can serve as symbolic devices, allowing consumers to project their own self images. Certain brands are associated with being used by certain types of people and t hus reflect different values or traits (Keller, 1998). Brands also provide a number of valuable functions to firms (Chernatony and William, 1998). Fundamentally, they serve an identification purpose to simplify product handling or tracing for the firm. Operationally, brands help to organize inventory, accounting, and other records. A brand also offers the firm legal protection for unique features or aspects of the product. A brand can retain intellectual property rights, giving legal title to the brand owner (Bageley, 1995). The brand name can be protected through registered trade marks, manufacturing processes can be protected through patents, and packing can be protected through copy rights and designs. Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again ( Erdem ). This brand loyalty provides predictability and security of demand for the firm and creates barriers of entry that make it difficult for other firms to enter the market. Thus, to firms, brands represent enormously valuable pieces of legal property, capable of influencing consumer behavior, being bought and sold , and providing the security of sustained future revenues to their owners ( Bymer , 1991). 1.2.3 Brand Architecture A company that wants to get behind its corporate brand and use it more proactively must decide on the most appropriate brand architecture for its business or businesses (Mottram, 1998). There are three alternatives: * A monolithic structure * An endorsed brand architecture * A hybrid structure (Mottram, 1998). A monolithic structure has the corporate brand right at the center. All products and services are branded with the same name, identity and set of brand values. The advantage of this sort of structure include a seamless transfer of goodwill to the center, cheaper brand building and instant credibility when launching new products or extending into new markets. The difficulty with the monolithic approach is that the corporate brands personality has to be flexible enough to cover different products and markets while being precise enough to compete with specialist brands in each segment. When a company uses an endorsed brand architecture, it aims to add the higher values of the corporate brand to the specific values of product and service brands in its portfolio in the interest of competitive advantage. Thus the corporate brand can add security, trust and credibility to the positioning of the product or service brand. Brand owners have adopted a number of ‘hybrid approaches. For ins tance, Nestle has pulled all of its products under ten global ‘banner brands. Each banner brand is targeted at a specific market or closely linked markets but, crucially all will continue to benefit from the Nestle corporate endorsement as well. Other companies have adopted the name of one of their brands as the corporate brand, in the hope of leveraging specific product brand attributes across the group and increasing the intangible value of the entire business in the process (Mottram, 1998). 1.3Brand Equity 1.3.1 From Brand Image to Brand Equity Brands have been a major aspect of marketing reality for over a hundred years. The theory of branding came sometime later (Feldwick, 1996). David Ogilvy was discussing the importance of brand image as early as 1951 (Biel, 1993). It was first fully articulated by Burleigh Gardner and Sidney Levy in their classic Harvard Business Review paper of 1955. But despite such distinguished origins the concept of ‘brand image remained until recently peripheral to the mainstream of advertising theory and evaluation (Feldwick, 1996). Although it was endorsed from the 1960s onward by the British Account Planning movement (e.g. King, 1970; Cowley, 1989), it was also seen by many advertisers and researchers as a rather woolly theory the sort of thing advertising agency people talk airily about when they failed to ‘get a hard product message across or to ‘convert prospects or to ‘make sales, as they were supposed to be doing (Feldwick, 1996). ‘Brand image was associat ed with expressions like the ‘soft sell (Reeves, 1961) and the ‘weak theory of advertising (Jones, 1991), which gave it, for many, the air of a whimsical luxury that a businesslike advertiser could hardly afford (Feldwick, 1996). In the nineteen -eighties, the hardnosed business people began to notice that brands appeared to be changing hands for huge sums of money. As take-over fever spread, the difference between balance sheet valuations and the prices paid by predators was substantially attributed to ‘the value of brands. Suddenly, the brand stopped being an obscure metaphysical concept of dubious relevance. It was something that was worth money (Feldwick, 1996). This shift of perception was reflected in the way that the traditional expression ‘brand image was increasingly displaced by its solid financial equivalent, ‘brand equity. It is not clear who invented the expression, but few uses of it have been traced before the mid- eighties (Ambler and Styles, 1995). It achieved respectability when it was taken up by the prestigious Marketing Science Institute, which held a major seminar on the subject in 1988 and has been going strong ever since (Feldwick, 1996). 1.3.2 Definitions of Brand Equity Since the term â€Å"brand equity† emerged in the 1980s (Cobb- Walgren et al, 1995), it is regarded as a very important concept in business practice as well as in academic research because marketers can gain competitive advantage through successful brands (Lassar et al, 1995). However, there are a number of alternative methods have been suggested for defining the concept of brand equity, which results in some confusion and even frustration with the term(Keller, 1998). Generally brand equity has been viewed from two major perspectives. The first perspective has used the concept of brand equity in the context of marketing decision-making. The second perspective has focused on the financial aspects of brand equity, more pertinent to determining a brands valuation for accounting, merger, or acquisition purposes (Pitta and Katsanis, 1995). Financial perspective The financial-market-value-based technique presented by Simon and Sullivan (1993) has been quoted in Motameni and Shahrokhi (1998) for estimating a firms brand equity. The stock price is used as a basis to evaluate the value of the brand equities. Brand equity is defined as â€Å"the incremental cash flows, which accrue to branded products over unbranded products (Simon and Sullivan, 1993).† The estimation technique extracts the value of brand equity from the value of the firms other assets. First, the macro approach assigns an objective value to a firms brands and relates this value to the determinants of brand equity. Second, the micro approach isolates changes in brand equity at the individual brand level by measuring the response of brand equity to major marketing decisions (Motameni and Shahrokhi, 1998). Simon and Sullivan (1993) believe that financial markets do no ignore marketing factors and stock prices reflect marketing decisions. Financial World uses one of the most publicised financial approaches in its annual listing of worldwide brand valuation (Cobb-Walgren et al,!995).They used a brand-earnings multiplier or weights to calculate brand equity, The brand weights are based on both historical data and individuals judgments of other factors. The brand equity is the product of the multiplier and average of the past three years profits (Motameni and Shahrokhi, 1998). Marketing perspective Within the marketing literature, operationalisations of brand equity usually fall into two groups: those involving consumer perceptions and those involving consumer behaviour .Keller (1998) offered a perceptual definition of customer-based brand equity: â€Å"the differential effect that brand knowledge has on consumer response to the marketing of that brand†. A brand with positive customer-based brand equity might result in consumers being more accepting of a new brand extension, less sensitive to price increases and withdrawal of advertising support, or more willing to seek the brand in a new distribution channel. Customer-based brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds some strong, favourable, and unique brand associations in memory (Keller, 1998). The latter consideration is critical. For branding strategies to be successful and brand equity to be created, consumers must be convinced that there are meaningful differences among brands in the product or service category. Brand awareness is created by increasing the familiarity of the brand through repeated exposure and strong asso ciations with the appropriate product category or other relevant purchase or consumption cues (Alba and Hutchinson, 1987). Marketing programs that link strong, favourable, and unique association to the brand in memory create a positive brand image. The definition of customer-based brand equity does not distinguish between the source of brand associations and the manner in which they are formed; all that matters is the resulting favourability strength, and uniqueness of brand associations (Keller, 1998). Cobb-Walgren, Ruble and Donthu (1995) introduced Kamakura and Russells approach relying more on consumer behaviour in their article. They used scanner data to come up with three measurements of brand equity. First is perceived value-was defined as the value of the brand that cannot be explained by price and promotion. Second is brand dominance-provided and objective value of the brands ability to compete on price. Third is intangible value-was operationalised as the utility perceived for the brand minus objective utility measurements (Kumakura and Russell, 1993). Aaker (1991) is one of the few authors to incorporate both attitudinal and behavioral dimensions in his definition (Cobb-Walgren et al, 1995). He has provided the most comprehensive definition of brand equity to date: â€Å"A set of assets (and liabilities) linked to a brands name and symbol that adds to firms customers.† The major asset categories are (figure 1.1): brand name awareness, brand loyalty, perceived quality, brand associations (Aaker, 1996). Competitive Advantage Paul Feldwick (1996) has suggested that brand equity seems to be used in three quite distinct senses, and each of these three has several further nuances of meaning. These are: a = the total value of a brand as a separable asset-when it is sold, or included on a balance sheet. b = a measure of the strength of consumers attachment to a brand. c = a description of the associations and beliefs the consumer has about the brand. In his point of view, looking for an operational definition of brand equity just likes asking the wrong question. Brand equity is necessarily a vague concept. It is depending on the brands individual circumstances- and depending, importantly, on the use to which the findings will be put (Feldwick, 1996). Although a number of different views of brand equity have been expressed, they all are generally consistent with the basic notion that brand equity represents the â€Å"added value† endowed to a product as a result of past investments in the marketing for the brand. They all acknowledge that there exist many different ways that value can be created for a brand; that equity provides a common denominator for interpreting marketing strategies and assessing the value of a brand; and that there exist many different ways that the value of a brand can be manifested or exploited to benefit the firm(Keller, 1998). 1.4 Brand Extension 1.4.1 New Products and Brand Extension Developing brand extensions is one type of New Product Development (NPD) (Amber and Styles, 1996). Keller (1998) introduced Ansoffs growth share matrix as background of brand extension strategy. As shown in figure 1.2, growth strategies can be categorised as to whether they involve existing or new products and whether they target existing or new customers or markets. When a company introduces a new product, it has three main choices as to how to brand it: * Develop a new brand, individually chosen for the new product * Apply one of its existing brands in some way * Use a combination of a new brand with an existing brand. A brand extension is when a company uses an established brand name to enter a new product category (Aaker and Keller, 1990). 1.4.2 Brand Equity and Brand Extension One stream of brand equity research has focused on brand extensions (Barwise, 1993). Ambler and Styles (1996) have stated the reciprocal relationship between brand equity and brand extensions by combining the finding of other researchers. Part of this work has explored the effect of a brands equity on its extendibility, with the general conclusion being that the firm can leverage a brands existing equity in new categories (Shocker and Weitz, 1988). Research within this stream has found that brands with higher brand equity extend more successfully (Rangaswamy et al, 1993). Other research has looked at the reverse relationship: the impact of brand extensions on brand equity. The findings are that successful brand extensions can have a positive effect on the core brand, i.e. build brand equity (Dacin and Smith, 1994; Keller and Aaker, 1992). There seems therefore to be a reciprocal relationship between brand equity and brand extensions (Ambler and Styles, 1996). 1.4.3 Brand Extension Dimensions Brand extensions can be accomplished in a variety of ways. One of the most obvious differences is whether the extensions is in the same or different products name to a new product in the same product class or to a product category. Thus they can be classified as either vertical or horizontal extensions (Pitta and Katsanis, 1995). Horizontal brand extensions either apply or extend an existing products name to a new product in the same product class or to a product category new to the company. There are two varieties of horizontal brand extensions, which differ in terms of their focus: line extensions and franchise extensions (Aaker and Keller, 1990).Line extensions involve a current brand name, which is used to enter a new market segment in its product class. In contrast, franchise extensions use a current brand name to enter a product category new to the company (Tauber, 1981). Horizontal extensions lend themselves to natural distancing. Distancing is the purposive increase in the perceptual distance of the extension from the core product. Unsuccessful horizontal extensions are less likely to damage the core brand than vertical extensions since horizontal extensions are often in different-and more distant-product categories. Typically consumers will recognise that such horizontal extensions are not closely re lated. The downside to distancing is that distancing reduces the amount or strength of the brand associations and reduces the halo effect of the extension (Pitta and Katsanis, 1995). Horizontal extensions may suffer if the core and extension are perceived to be too distant from each other. Brand associations cannot stretch over too large a gulf. Research indicates that if the core product is perceived to be of high quality, and the â€Å"fit† between the core and extension is high, then brand attitudes toward the extension will be more favorable (Aaker and Keller, 1990). Without the perceived similarity between the parent and extension, consumers find it more difficult to attribute original brand associations to the extension (Pitta and Katsanis, 1995). In contrast, vertical extensions involve introducing a related brand in the same product category but with a different price and quality balance. Vertical extensions offer management the quickest way to leverage a core products equity,. However, since the new product is in the same category, distancing is difficult and the risk of negative information is higher than with a horizontal extension. As a strategy, vertical brand extension is widely practiced in many industries. Vertical new product introductions can extend in two directions, upscale, involving a new product with higher price and quality characteristics than the original; or downscale, involving new product with lower quality and price points. Downscale vertical extensions may offer the equivalent of sampling to a new market segment, and bring some market share enhancement. Functional products seem to allow downscale but not upscale extension. Conversely, prestige products allow upscale but not downscale extensions (Pitta and Katsanis, 1995). 1.5.1Advantages of Brand Extension Well-planned and implemented extensions offer a number of advantages to marketers. These advantages can be categorised as those that facilitate new product acceptance and those that provide feedback benefits to the parent brand or company as whole (Keller, 1998). * Facilitate new product acceptance With a brand extension, the cost of developing a new brand, introductory and follow-up marketing programs can be reduced (Keller, 1998). To conduct the necessary consumer research and employ skilled personnel to design high quality brand names, logos, symbols, packages, characters, and slogans can be quite expensive, and there is no assurance of success. Similar or virtually identical packages and labels for extensions can result in lower production costs and, if coordinated properly, more prominence in the retail store by creating a â€Å"billboard† effect. With a brand extension, consumers can make inferences and form expectations as to the likely composition and performance of a new product based on what they feel this information is relevant to the new product (Kim and Sullivan, 1995). Because of the potentially increased consumer demand resulting from introducing a new product as an extension, it may be easier to convince retailers to stock and promote a brand extension. It should be easier to add a link from a brand already existing in memory to a new product than it is to have to first establish the brand in memory and then also link the new product to it (Aaker and Carmon, 1992). By offering consumers a portfolio of brand va