The Yellow Wallpaper, By Harriet Beecher Stowe - 1603 Words

The Yellow Wallpaper is a feminist piece of literature that analyzed women’s struggle in the 1900s, such as medical diagnosis and women’s roles. Over the years, women struggled to attain independence and freedom. In order to achieve these liberties, they were females who paved the way and spoke out about these issues to secure equal rights for women. In addition, these powerful females used their vulnerability to challenge the male domination through their literary work. The Yellow Wallpaper is a direct reflection of Charlotte Perkins Gilman and her political view on women’s health, both mental and physical. In order to have a better understanding of The Yellow Wallpaper, it is imperative to understand the life of Charlotte Perkins Gilman. In 1860, Gilman borned as Charlotte Anna Perkins in Hartford, Connecticut. Her father, Frederick Beecher Perkins abandoned the family when she was only an infant. She surrounded herself by influential women that inspired her ideas of equality and independence, such as Harriet Beecher Stowe, the author of Uncle Tom’s Cabin. Later, Gilman attended the Rhode Island School of Design and after graduating she went on to design greeting cards and teach. In 1884, she married and right after her unhappy marriage, she gave birth to a daughter. In this period of her marriage, she suffered through severe depression that affected her for years. In 1887, she entered a sanitarium in Philadelphia, which inspired her to write her famous treasure â€Å"TheShow MoreRelatedThe Yellow Wallpaper, By Harriet Beecher Stowe967 Words   |  4 Pagesguidelines. To stand up and tell men that contrary to what they believe, they are not always right. Among these opinionated women was Charlotte Perkins Gilman, the niece of Harriet Beecher Stowe and the author of many short stories and books on gender inequality. Gilman is most known for her Short story â€Å"The Yellow Wallpaper† published in 1892, where she writes about a wife and now a new mother suffering from depression. Through her work she reveals the strength and influence men had over women,Read More The yellow wallpaper619 Words   |  3 Pages nbsp;nbsp;nbsp;nbsp;nbsp;The plot of â€Å"The Yellow Wallpaper† comes from a moderation of Charlotte Perkins Gilman’s personal experience. In 1887, just two years after the birth of her first child, Dr. Silas Weir Mitchell diagnosed Gilman with neurasthenia, an emotional disorder characterized by fatigue and depression. Mitchell decided that the best prescription would be a â€Å"rest cure†. Mitchell encouraged Gilman to à ¢â‚¬Å"Live a domestic life as far as possible,† to â€Å"have two hours’ intellectual lifeRead MoreThe Yellow Wallpaper By Charlotte Perkins Gilman1547 Words   |  7 Pageswriting as did her personal life. Gilman s treatment for her severe depression and feelings of confinement in her marriage were paralleled by the narrator in her shorty story, The Yellow Wallpaper. Charlotte Perkins Gilman was born in 1860 in Hartford, Connecticut. Her parents, Mary Fitch Perkins and Fredrick Beecher Perkins, divorced in 1869. Her dad, a distinguished librarian and magazine editor, played a large role in her education, stressing science and history. Fitch was often away for longRead More Understanding The Yellow Wallpaper1209 Words   |  5 PagesUnderstanding The Yellow Wallpaper      Ã‚   There are more reported cases of clinical depression in women than their are in men. There is also, generalized in western cultures, a stereotype that women are fragile and should be more dedicated to maintaining the home, doing feminine things, that they shouldnt work, and be discouraged from intellectual thinking. In the Victorian period (1837-1901) aside from womens suffragette movements the Victorian woman usually upheld this stereotype of a wellRead MoreFeminism, The Yellow Wallpaper, And Jackson s The Lottery1205 Words   |  5 Pages(poet), Charlotte Perkins Gilman (feminist) and Shirley Jackson (writer), are women that used their works of literature to show their views on the ways men controlled their wives physically and mentally. Rich wrote Living In Sin, Gilman wrote The Yellow Wallpaper, and Jackson wrote The Lottery. Although each work of literature is written by a different author, they each have the same common theme, feminism. These writers displayed this co mmon theme throughout the use of literary devices, characterizationRead More A Woman Indefinitely Plagued: The Truth Behind The Yellow Wallpaper1318 Words   |  6 Pages A Woman Indefinitely Plagued: The Truth Behind The Yellow Wallpaper In The Yellow Wallpaper, a young woman and her husband rent out a country house so the woman can get over her â€Å"temporary nervous depression.† She ends up staying in a large upstairs room, once used as a â€Å"playroom and gymnasium, [†¦] for the windows are barred for little children, and there are rings and things in the walls.† A â€Å"smoldering unclean yellow† wallpaper, â€Å"strangely faded by the slow-turning sunlight,† lines the walls,Read MoreCritical Analysis Of The Yellow Wallpaper1915 Words   |  8 PagesWhen â€Å"The Yellow Wallpaper† is viewed within the scopes of New Historical, Feminist, Psychoanalytical, Ethical and Reader response criticisms, the reader should first be imparted with the understanding of who Charlotte Perkins Gilman was, what she stood for, the time period in which the story was written, and how aspects of her cultural and historical background related to it. Second, how the circumstances imposed upon w omen’s freedom of thought. Third, the reader shall ascertain how Freud’s PsychoanalyticalRead MoreWomen s Speech At The United Nations1740 Words   |  7 Pagesin her short story, â€Å"The Yellow Wallpaper,† in which she illustrates a family where feminism does not exist to prove her point on the equality among men and women. Primarily, Stetson’s â€Å"The Yellow Wallpaper† was written from the inspiration she received from her personal experiences. Before her marriage Stetson’s, maiden name was Gilman for which she was widely known as. Charlotte was born with the name Charlotte Anna Perkins as she was the daughter of Frederick Beecher Perkins and Mary Fitch WescottRead MoreVoices Of The Woman Beyond The Pattern1484 Words   |  6 Pagesâ€Å"Voices of the Woman Beyond the Pattern† The Yellow Wallpaper, written by Charlotte Perkins Gilman in 1892, is at first glance the story of a woman driven to madness in a desperate attempt to escape the strict confines placed on her by the treatment regime of the day. More than that though, Gilman has created an alter ego to give voice to her own experiences and frustrations with the societal constraints imposed on women at the time of its publishing. This tale of disempowerment and the subjugationRead MoreYellow Wallpaper1673 Words   |  7 PagesSvetlana Kryzhanovskaya Prof. Grajeda ENC 3014-MidTerm Paper March 12, 2012 Structuralism amp; Feminist Theory ‘The Yellow Wallpaper’ written by Charlotte Gilman can be affectively analyzed from two schools of thought structuralism and feminist theory. Though structuralists’ deny the work of literature any connection to its author (it must be what it is, no underlying meaning) feminist theory must first and foremost be understood in its historical framework. By the turn of the century,

Bilingual Education A Part Of Our Education System

Kee Yang 9/30/2014 EngWR 302 Prof. Carter Bilingual Education Bilingual education has been a part of our education system since the 1920’s when the nation’s first bilingual program was established. In the 21st century, California has the most diverse student population in the world, with more than 100 languages spoken in homes of these student (Maggie Beddow) (pg VI). Since many California students came from another country with no background knowledge of the English language, they faced the real struggle when they are put into school. Many view that the more diverse the student population in a school, the â€Å"bigger† the issue when it comes to learning English. It is a challenge to teach a classroom where the students are not on the same†¦show more content†¦Because we live in the most diverse state and city, educators must have to find all the possibilities to be to teach these student to the extent that they will have the potential to become proficient in English. Therefore, bilingual education is one of the m ost successful form of teaching that will give non-native speakers the ability to become educated in the English language. First of all, let’s starts with some terminologies when talking about bilingual education/ program. Bilingual education is an educational program where students receive instruction in both their first language (L1), and second languages (L2) to keep them from falling behind in their content learning and to encourage the development of their first language while they are learning English. Most student who participate in Bilingual educational programs are consider English as a second language student (ESL). There are other terms that are very similar and has the same meaning such as English Language Development (ELD) and English Leaner (EL). These terms refers to non-native speakers who is learning English in school (Beddow). Most educators used these terms to coin student who are in the process of learning English as a new language. Typically, English lea rners speak a primary language other than English at home such as Hmong, Spanish, Chinese, etc, just to name a few. Over the last several decades, the numbers of English Learners have steadily increase throughout the United States.

A Model of Image Creation and Image Transfer Free Essays

string(106) " musical extravaganza drawing over 500,000 people\) might include tradition, celebration and civic pride\." Today, although still representing a small percentage of the overall promotional budget, the outlay of rumination dollars for sponsorship castles Is growing rapidly (Parker, 1991; Candler and Shank, 1989; Scott and Chard, 1992). Not only are today’s sponsorships more sophisticated (I. E. We will write a custom essay sample on A Model of Image Creation and Image Transfer or any similar topic only for you Order Now , more than simply the donation of cash for event production but most firms are expecting a reasonable return on their sponsorship dollar in the form of increased sales (Octahedron and Van Kirk, 1992). While firms enter into sponsorship arrangements with a variety of goals, two of the most important are: to increase brand awareness; and to establish, strengthen, or change brand image Crowley, 1991; Marshall and Cook, 1992; Meghan, 1991; Memorable teal . , 1991). Recently, these goals have been theorized to be important in the development of customer-based brand equity, defined as the differential effect of brand knowledge on the consumer’s purchase decision (Keller, 1993). In Seller’s conceptualization, brand knowledge (which drives customer-based brand equity) Is a function of both the consumer’s awareness of the brand and the Image(s) associated with that awareness. â€Å"In particular, the variability, strength, and uniqueness of the brand associations play a critical role in determining the differential response† (Keller, 1993, p. 8). Brand awareness is achieved by exposing the brand to as many potential consumers as possible (Asker, 1 991 ). Sponsorship activities present multiple opportunities for achieving awareness objectives, and much of the research to Image creation model 145 International Marketing Review, Volvo. 14 No. 3, 1997, up. 145-158. MAC university press, 0265-1335 International Marketing Review date in the sponsorship literature has focused on awareness issues such as sponsor recall (e. G. McDaniel and Kinney, 1996). Regrettably, less attention has been given to event and brand image issues. A number of questions exist regarding the effect of sponsorship promotional activities on brand and event image. For example: ; What factors contribute to an event’s image? ; Do consumers associate an event’s image with sponsoring brands? ; If there is an image association between event and sponsor, is there a theoretical explanation that can be used to understand this linkage? ; If there is an image association between event and sponsor, what factors moderate (strengthen or weaken) this relationship? How does event image influence attitude towards the brand? Although attempts at measuring the return on the sponsorship investment have been made (e. G. , total event attendance, exit polls, sales following the event, and number of media mentions), an understanding of how sponsorship â€Å"works† has yet to be developed (Octahedron and Van Kirk, 1992; Cavalry et al. , 1994; Memorable teal . , 1991; Parker, 1991). The purpose of this article is to present a model exp laining the mechanisms by which brand image may be impacted through sponsorship activities. Specifically, drawing on the theory of meaning rareness from the celebrity endorsement literature, a model is presented which suggests the factors involved in creating an event’s image and the subsequent transfer of that image to the sponsoring brand. Furthermore, several factors are identified that may moderate the relationship between event image and brand image. While the focus of this article is on the conceptual development of image transfer in sponsorship, a variety of research propositions are offered to guide future empirical inquiry. A framework for the transfer of event image Model conceptualization and overview Brand image has been defined as â€Å"perceptions about brand as reflected by the brand associations held in memory’ (Keller, 1993, p. 3). Keller suggests that the variability, uniqueness, and strength of the associations are critical to a brand’s success. Brand associations are developed from a variety of sources including product use, informational sources (e. G. , advertising, packaging, word-of-mouth), and association with other entities. The â€Å"association with other entities† source is of particular relevance to sponsorship activity. Keller has suggested that when a brand becomes associated with an event, some of the associations linked with the event (e. . , youthful, relaxing, enjoyable, disappointing, sophisticated, elite, etc. ) may become linked in memory with the brand. This transfer of associations is consistent with research in the celebrity endorsement process. Initial research regarding celebrity endorsement focused on the credibility and attractiveness of the message source (I. E. Celebrity) to explain the persuasive nature of endorsers. That is, more credible and attractive endorsers were viewed as more persuasive. However, McCracken (1989), pointing to conflicting research results, suggested that endorsement effectiveness is better explained by the â€Å"meanings† consumers associate with the celebrity endorser and subsequently transfer to the brand. McCracken uses the term â€Å"meani ng† to describe consumers’ overall assessments of what a celebrity â€Å"represents† based on counterblasts sun as social class, gender, age, personality Ana Testily. In individual characteristics (e. . , regal, trashy, maleness, strong, caring, sexual, irreverent, wise) are integrated to define the meaning of the celebrity. Meaning which has been accumulated through their roles in â€Å"television, movies, military, athletics, ND other careers† is thought to reside in celebrities (McCracken, 1989, p. 315). According to McCracken, the meaning attributed to celebrities moves from the celebrity endorser to the product when the two are paired in an advertisement. That is, meanings associated with the celebrity become associated with the product in the mind of the consumer. To complete the meaning transfer process, consumers acquire the meaning in the product through consumption. This process is illustrated in Figure 1. 147 Figure 1 . Meaning movement in the endorsement process McCracken (1989) â€Å"meaning† in celebrities is analogous to Seller’s (1993) event associations. Following the convention set forward by Keller with reference to brand image, this article uses the term event â€Å"image† to represent the cumulative interpretation of meanings or associations attributed to events by consumers. A comparison can be drawn between celebrity endorsers and events. Just as consumers associate celebrities with certain meanings, so too are events associated with particular attributes and attitudes. It is suggested here that these associations are derived from the event’s type, event characteristics, and several individual consumer factors. This is not unlike the meaning attributed to a celebrity being formed by the various roles he or she occupies. For example, event associations attributed to the annual Chicago Blues Festival (a food and musical extravaganza drawing over 500,000 people) might include tradition, celebration and civic pride. You read "A Model of Image Creation and Image Transfer" in category "Papers" Extending this concept of meaning transfer from the celebrity endorser literature, it is suggested that events act in a manner analogous to endorsers in the transfer of image to sponsoring brands. The framework presented in Figure 2 theorizes from McCracken celebrity endorsement model to suggest that International Marketing Review 14,3 148 Figure 2. A model of image creation and image transfer in event sponsorship event image is formed from a number of external and internal factors. Through sponsorship, an event’s image, which may be relatively distinct for different consumer groups, may be transferred through association to the sponsoring product. As indicated in the figure, several factors may moderate the strength of this image transfer. This discussion leads to the offering of the first research proposition: Pl : Through sponsorship, an event’s image will become associated with the sponsoring Dragon ‘s Image. Determinants of event image An event’s image is represented by a particular market segment’s overall subjective perceptions of the activity. The proposed framework suggests three factors that may impact one’s perception of a particular event: event type, event characteristics, and individual factors. Event type . In accordance with the earlier definition, event type can be categorized into at least five areas: sports related, music related, festival/fair related, fine arts related (e. G. Ballet, art exhibit, theatre, etc. ), and professional meeting/trade show related. The type of event impacts event image in a variety of ways. First, it conjures up image associations in the mind of the consumer. That is, most individuals, through past patronage or other forms of exposure (word-of-mouth, television, etc. ) will develop some attitudes (I. E. , positive or negative predispositions towards an event) regarding particular events. These attitudes will serve to frame the image of the particular event type. Note however, that one’s attitude towards an event is only one part of an event’s image. One’s attitude towards an event represents a summary of experiences resulting in some mineral predisposition to respond to an event in a consistently favorable or unfavorable manner. Thus, event attitude is an enduring evaluation (Cohen, 1990). While an event’s image will be strongly influenced by one’s attitude towards the event, event image will also be impacted by non-evaluative perceptions of an event that are formed through associations held in the consumer’s memory (Keller, 1993). In this sense, event image reflects the meaning of the event for an individual, and can be characterized using descriptive labels that represent a summation of one’s perceptions. These labels, termed image associations, would include: youthful, mature, carefree, adventurous, educational, social, traditional, exclusive, common, liberal, conservative, high class, family oriented, children oriented, cerebral, athletic, artistic, pride, political, etc. Thus, event image can be thought of as a collection of image associations. In addition to past experiences and other indirect exposures, it is likely that new experiences will shape one’s perception of event image. In fact, image perceptions formed from the most recent event experiences will likely be the most influential in shaping one’s overall event image receptions (Baggage and Warsaw, 1990). New experiences can be divided into two types: the specific activities engaged in or observed; and all interactions with other event attendees/participants and event staff. It is through these two experiences that past event images may be changed or modified and new image associations can be added. The specific activities engaged in or observed may be the same for all participants[l] (e. G. , attendees at a soccer match) or quite varied (e. G. , the individual rides and attractions selected at a local festival), depending on the type of event. Regardless of the similarity of experiences, the essential issue is that a given consumer’s specific event experiences or observations will shape their perceptions of event image. It is also argued here that the number and type of other participants will have an impact on one’s evaluation of the event’s image. For example, the number of spectators may impact one’s assessment of the success of the event. Perhaps events may be viewed as more successful when they draw more attendees. In Alton, ten under AT participants may Impact perceptions AT crowding, event availability, and wait times. Type of participant† represents the demographic and cryptographic characteristics of others attending the event. The attendees at some events represent relatively homogeneous market segments in terms of social class, family life cycle, age, gender, political affiliation, etc. For example, spectators of professional golf tournaments may be middle aged, white males, with above median incomes. In other cases, events draw heterogeneous types of participants. Just as other customers can have a substantial impact on consumer’s perceptions of service firms, so too can other participants have an impact on one’s event experiences and bequest assessment of event image (Bitter et al. , 1994). These factors, perceptions based on past experiences, event activities, and the number and type of spectator/participant, constitute one aspect that will serve to shape consumers’ overall subjective perceptions of a given event. Based on the above discussion, several research propositions are suggested: 149 International Marketing Review 14,3 150 App: Direct experience and/or indirect information (word-of-mouth, advertising, etc. ) with an event type will influence event image. Pub: The specific activities experienced or observed during an event will influence event image. PC: The number and type of other spectators/participants will influence event image. Event characteristics. Within a given event type (e. G. , music concert series, trade show, etc. ), a number of characteristics will vary from event to event. The â€Å"level† of the following five event characteristics will likely influence consumers’ perceptions of an event’s overall image: event size, professional status of participants (professional or amateur), tradition/history associated with the event, event venue, and promotional appearance. Event size can be considered along a number of dimensions, including Engel of event, level of media exposure (local, regional, national, international), number of performers (if applicable), and amount of physical space occupied. The same type of event, for example electronic industry trade shows, can vary along all of these dimensions, creating different images for the same event type. Likewise, other event characteristics such as the professional status of performers (professional versus amateur) or the venue in which the event is staged (e. . , temperature, convenience, physical condition, etc. ) will impact one’s overall assessment of the event’s image. One could theorize that, in most cases, perceptions of quality, legitimacy, and attendance desirability will be higher with long running, large, elaborately staged events, featuring professionals in attractive and convenient venues. The perceived promotional appearance of a brand’s sponsorship activities may a ppear anywhere along a spectrum from advertiser to benefactor. A perception towards the benefactor end of the spectrum may lead to increased feelings of goodwill towards the brand because it is perceived as donating funds to make the event possible (McDonald, 1 ) conversely, tanner may De a negative reaction to ten Americanization of events that have not been sponsored in the past. These events may be perceived as â€Å"selling out† to the corporate world. This has become especially true in the Arts, where some individuals feel that sponsorship (corporate or governmental) of the Arts leads to censorship Jacobson, 1993; Wood, 1996) . However, due to increasing costs, it has become even more critical for events to obtain outside sponsors in order to continue to exist. To take full advantage of the goodwill aspects, the sponsoring brand may need to educate attendees regarding the beneficial role sponsorship plays in event production. Due to its association with the event, a sponsoring brand’s promotional claims can be legitimated, which serves to increase the believability of the promotional message (McDonald, 1991). Additionally, a sponsoring firm may be perceived as making an event possible for the consumer (Chew, 1992; McDonald, 1991). The perception may be especially strong for small events which often have difficulty securing financial support. In this sense, the consumer does not view the sponsorship as a form of promotion, but rather the sponsoring brand is seen as providing a service to the attendee and a level of dowdily is generated by the firm. Again, the skepticism that can be associated with traditional advertising may be circumvented. Brands that are viewed as â€Å"benefactors† will be seen in a more favorable light. The consumer may even feel the need or desire to reciprocate by purchasing the brand. Following from the above discussion, the following research propositions are suggested: App: Event size will influence event image. Pub: Professional status of participants will influence event image. PC: Tradition/history associated with the event will influence event image. Pad: Event venue will influence event image. Pee: Promotional appearance will influence event image. Individual factors. Because of the large number of factors influencing event image and the unique manner in which participants may interpret those factors, an event may have different images for different individuals. Qualitative research has revealed each sport to have its own individual image, and sponsors will tend to benefit from image transfer accordingly’ (Parker, 1991, p. 26). Three individual factors are suggested here that may impact event image: the number of images an individual associates with an vent; the strength of the particular image; and the past history one has with a specific event. Thi s last factor differs from the â€Å"past experience† factor discussed under event type. Past history refers to the unique experiences associated with a specific event, whereas past experiences refers to encounters with a general event type. Events that consumers perceive as having multiple images will be more difficult to associate with a single identity. This will be compounded when the meanings are of a conflicting nature. Thus, an individual with many event associations may have a hafting image of the event, depending on which association is currently most salient. Related to this is that images can be very strong or relatively weak. It is likely that a single strong image will dominate over several weaker ones. This will cause an event Image to De consistent over time, out Limits ten realness Tanat multiple Image associations would confer. Finally, an individual’s personal history with a particular event may have an impact on one’s perception of an event’s image. A long history will typically lead to a more ingrained and consistent image. An individual that has attended or has been associated with an event for a substantial time period may also have nostalgic feelings that become associated with the event’s image. Events that have multiple or vague images pose problems for a firm’s sponsorship selection decision because it becomes more difficult to predict the image that may become associated with the event, and ultimately â€Å"transferred† to the product. The above discussion leads to the following research propositions: App: Individuals associating an event with a large number of images will have difficulty identifying a consistent event image. 151 International Marketing Review 14,3 152 Pub: Individuals with a single, strong image association will have consistent event images over time. PC: Individuals with a single, strong image association will have less rich event images. Pad: Individuals with long-term participation in an event will hold a consistent event image for that event. This section has identified three broad areas (event type, event characteristics, and individual factors) that influence the creation of an event’s image, although there may be some event image determinants not explicitly discussed in the previous section. It is likely that any unrepresented actors could be accommodated within the proposed areas. The next section discusses constructs that may moderate the relationship between event image and brand image. Moderating variables in the model Potential moderating variables presented in the model are discussed in two sections. In the first section variables potentially impacting the strength of the image transfer from event to brand are discussed. As such, variables pertaining to the formation of strong memory associations (degree of similarity) and exposure to the sponsor’s message (level of sponsorship and event frequency) are discussed. The second section on moderating rabbles examines how one’s involvement with a product may moderate the impact of the event’s image on brand attitude. Attitude towards the event and attitude towards the brand are conceptualized and discussed as being components of event image and brand image, respectively. Although not illustrated in Figure 2, these attitude components should be considered as a part of each of the respective â€Å"image† boxes in the figure. Moderators between event image and brand image This section will discuss three moderating variables impacting the strength of the â€Å"transfer† between an event’s image and the image of a sponsoring brand. As indicated above, the basis of the relationship is the meaning transfer between these constructs and it is this process that the moderating variables are proposed to influence. The first moderating factor to be discussed in the image transfer process is the degree of similarity between the event Ana ten sponsor. A product can nave letter Atonally or Image related similarity with an event. Functional similarity occurs when a sponsoring product is actually used by participants during the event. An example of this type of similarity is Valentine’s sponsorship of automobile racing. The link is established because, apart room being a sponsor, Valentine’s motor oil products are actually used by many of the participants during the event. The second type of similarity is termed image related, and occurs when the image of the event is related to the image of the brand. An example of this type of linkage is Pepsin’s sponsorship of the 1993 Michael Jackson World Concert Tour. Here the similarity comes from the youth and excitement orientation of both the music and the product. Interestingly, some sponsors do not appear to be linked to the events they sponsor. For example, the USAFG Sugar Bowl combined a large insurance firm with a collegiate football game. It is suggested here that either functional or image based similarities forge stronger ties and help the consumer to link the event image with the brand. Thus, sponsor- event similarity (functional or image based) will enhance image transfer by more firmly anchoring the relationship in the consumer’s mind. This assertion is consistent with some celebrity endorsement literature which suggests that â€Å"MIS-matches† between endorser and brand decrease the effectiveness of the endorsement (Katie, 1987). A second factor that may moderate the image transfer from event to sponsoring brand is the level of sponsorship. Sponsorship arrangements can run the gamut from a single sponsor to hundreds of sponsors at many different levels. Multiple sponsors for a given event lessens the probability that a particular brand will be associated with the event, due to the additional stimuli each consumer must attend to and recall (Hutchinson and Alba, 1991). Often, events allowing multiple sponsors will offer different â€Å"levels† of sponsorship. By contributing different dollar amounts to the event, the sponsor can buy enhanced packages. These enhancements include better sign/banner location, more frequent media mentions, and premium kicked and hospitality packages. Exclusive sponsorship, or at least a dominant position, will increase the likelihood of meaning transfer from the event to the sponsoring brand by more firmly establishing the link between event and brand. The frequency of the event will also have an impact on the image transfer process. Events may be on either a one-time or recurring basis. Although a onetime event does not allow recurring event-sponsor associations to be developed over time, some events may be of such a unique nature that they attract a great deal of media attention (e. G. , Hands-Across-America). However, an ongoing event (annual, semi-annual, monthly, etc. Should have the benefit of more firmly establishing a link between the event and the brand due to repeated exposures (Manacling et al. , 1991). The above discussion leads to the following research propositions: App: The higher the degree of similarity (image or functional based) between event and sponsoring brand, the more effective the image transfer between e vent and brand. Pub: The more exclusive the level of sponsorship, the more effective the image transfer between event and brand. PC: The more frequent the event, the more effective the image transfer between event ND brand. Image creation m Ode I 153 Moderators between event image and attitude towards the brand As discussed previously, one’s attitude towards the event will help to shape one’s image of the event. Thus, event attitude is a component of event image. Likewise, attitude towards the brand is considered under this framework as a International Marketing Review 14,3 154 component of brand image. Indeed, recent conceptualizations of brand image include an attitude component (Keller, 1993). As such, the model presented in Figure 2 suggests that event image will have an impact on attitude towards the brand. However, might there be situations in which this relationship is moderated by another factor? Advertising research with endorsers has demonstrated that product involvement level (defined as the level of personal relevance a product has to a consumer, resulting from the perceived level of risk associated with the product’s consumption or non-consumption) can impact the attitude formation process (Petty et al. , 1983). â€Å"Specifically, we have shown that when an advertisement concerned a product of low involvement, the celebrity status of the product endorsers was a very potent determinant of attitudes about the product. When the advertisement concerned a product of high involvement, however, the celebrity status of the product endorsers had no effect on attitudes, but the cogency of the information about the product contained in the ad was a powerful determinant of product evaluations† (Petty et al. , 1983, p. 143). Following from this research, level of product involvement should moderate the relationship between event image and attitude towards the brand, such that event image will have a larger impact on brand attitude for a low involvement product. The influence of event image on brand attitude can be understood further by considering the type of persuasion process likely to occur. Petty and Capacious (1986) elaboration likelihood model (ELM) suggests that persuasion can occur along two routes. The central route to persuasion occurs when an individual bases product evaluation on â€Å"diligent consideration of information that a person feels is central to the true merits of an issue or product† (Petty et al. , 1983, p. 144). The second route to attitude change, peripheral, suggests that change may also occur through the association of the object with positive or negative cues (e. G. , expert source, pleasant surroundings, forceful presentation, etc. ). This conceptualization of the peripheral persuasion route is consistent with Seller’s (1993) position of links in memory being established between an event and the sponsor. One characteristic of sponsorship that distinguishes it from some other promotional methods is its indirect nature (McDonald, 1991). That is, the sponsorship is, at best, a secondary concern (behind the actual event) for the participant. Furthermore, other than the brand’s name and/or logo, seldom is any type of commercial message associated with the firm’s products. Thus, sponsorship would appear to operate along Petty and Capacious peripheral persuasion route due to this indirect nature, and lack AT available cognizant International. Emplace tests AT ten ELM model suggest Tanat ten central route to persuasion is more effective for high involvement goods, while the peripheral route has a higher impact on low involvement goods (Petty et al. , 1983). Theorizing from the ELM, one could conclude that when the sponsoring brand is a low involvement product, event image will be a potent force in determining brand attitude. Conversely, the promotional benefit, in terms of attitude change, for high involvement products appears to be small. Product involvement is only likely to be applicable when the sponsorship is focused at the brand level, as opposed to the sponsorship focus being at the firm level. The discussion in this section gives rise to the following research propositions: App: Brand attitudes of low involvement goods will be strongly influenced by event image. Pub: Brand attitudes of high involvement goods will be weakly influenced by event image. PC: Persuasion processes from event sponsorship take place on the peripheral route. Implications for practice and research Implications for practice Several implications for marketing practice can be drawn from the proposed model. First, firms should consider more than simply the number of potential customers their sponsorship signage and other identifiers will reach. It is important to consider the image of the event, as this image may become associated with the brand. An event’s image can be assessed through a variety of methods. However, given its potentially ambiguous and transitory nature, qualitative methods in the form of depth interviews, focus groups, and projective techniques, are likely to provide the best view of how consumers perceive a given event. Event organizers might take it on themselves to conduct such studies and use the results to recruit potential sponsors. In the course of such research, event organizers may find that the image of their event is not what they thought. Furthermore, it would be wise for event image studies to take place on a regular basis to assess changes in event image over time. This would allow event organizers to take corrective action in a timely manner. The proposed model suggests a variety of event image determinants that could be manipulated to position a given event in a different light. In terms of the sponsoring rand, the model suggests several aspects of sponsorship that should be considered when deciding on potential event affiliations. One aspect that should be considered, in light of image transfer benefits, is the degree of similarity between the event and the brand. Brand awareness benefits are likely to accrue regardless of similarity levels, but it has been argued here that image associations will be more likely when some link exists, either image or functional, in the consumer’s mind. Firms looking to add sponsorship activities to their promotional mix should also consider the level of pensioners and frequency of the event. Although most firms will look at these aspects with an eye towards the total dollar commitment, it may also be wise to consider the meaning transfer implications. As discussed previously, exclusive sponsorships in events occurring on a frequent basis will likely maximize the image transfer potential of the sponsorship purchase. Finally, firms should consider whether image transfer benefits will actually have any influence on consumers’ attitudes towards their brand and ultimately their purchase intention. The model suggests that, in terms of impacting a How to cite A Model of Image Creation and Image Transfer, Papers

The role of women in Hamlet Essay Sample free essay sample

Shakespeare’s word picture of Gertrude and Ophelia inHamletis self-contradictory asit challenges every bit good as complements the modern-day societal traditions and norms.Gertrude is the best illustration of this paradox that is manifested through her extraordinary domination over all the major characters ofHamlet. her influence in the tribunal affairs and province personal businesssand her blind obeisance to Claudius. Ophelia is besides active in her domestic sphere but her involvement are restricted to amative and marital maters merely and they are farther directed by his male parent Polonius and brotherLaertes. She is an prototype of traditional feminist looks of the age that require celibacy. conformity and credence of male dominancy from adult females. Gertrude influence is broad runing as it encompasses the domestic every bit good as the province personal businesss. Simultaneously she manifests the behavior that is in consonant rhyme with the modern-day traditional position. She has the abilityto capture. fend off. or pull strings all of import male characters for her ain involvements. Act 2. scene 2. clearly manifests how Gertrude behaves magisterially with Rosencrantz and Guildenstern and with Polonius. This scene farther depicts her interaction with Claudius and influence she possesses over Claudius. But she farther exhibit the behavior chapeau is an incarnation of Elizabethan socio-cultural surroundings and its values. She is subservient to Claudius when she agrees to Claudius’ program to pin down Hamlet. ‘I shall obey you. ’ ( 3. 1. 37 ) . Again in the cupboard scene. she is in conformity to Hamlet’s orders ; ‘What should I make? ’ she asks ( 3. 4. 181 ) . Furthermore. despite Gertrude’s conformist female biddable behavior. her inordinate gender and lust makes him a non-traditional adult female. This portraiture of Gertrude clearly challenges the societal and ethical norm of Elizabethan society. Her gender is intimidating for both Hamlets. male parent and boy. who consider it barbarous. extreme. and tainted: ‘Nay. but to live/ In the rank perspiration of an enseamed bed. / Stewed in corruptness. honeying and doing love/ Over the awful sty’ ( 3. 4. 92- ­95 ) ; Again it is said ; ‘ So lust. though to a radient angel linked. / Will satiate itself in a heavenly bed And feed on refuse. ’ ( 1. 5. 55 ­-57 ) . These lines are non in conformance with the adult female image of modern-day society where woman’s celibacy was the first status for her societal acknowledgment. The relation of Hamlet and Gertrude is marked with oedipal intensions. Hamlet is placed in a state of affairs his unconscious incestuous dispositions are juxtaposed with the evident incestuous relationship of Gertrude and Claudius who is a new male parent figure to him. This apposition and presence of Oedipal feelings plays an of import in altering Hamlet’s behavior toward his female parent. Jones. 76-77 ) Gabrielle Dane ( 1998 ) writes. â€Å"Motherless and wholly circumscribed by the work forces around her. Ophelia has been shaped to conform to external demands. to reflect others’ desires† ( 406 ) . Contrary to this psychologically realistic unfavorable judgment. this word picture of Ophelia is influenced by the cultural tradition of the male-dominant Elizabethan society. Ophelia is a typical character that is a mirror image of modern-day society. She remains inactive in the domestic and emotional sphere. Ophelia has no individuality of her ain and all her domestic and amative affairs are directed by her male parent. Polonius endeavours to manner the life and attitude of Ophelia harmonizing to his ain wants. He considers his desires as her desires and seek to orient her attack by assorted agencies. So right from the really start. Ophelia is under the sway of Laertes and Polonius. So her character is in complete conformance with the traditional values of that clip. Polonius ever responds from a place of authorization over Ophelia. stressing his power as the decision-maker for her. Both her male parent and brother have a ego assigned undertaking of directing Ophelia how to move decently in every sphere of her life. Although Shakespeare has characterized Ophelia as inferior to male characters. but word picture of Gertrude has double feature. Sometime it challenges the traditions of the conformist society and sometime it itself become conforms to the values of the society by moving passively. Mentions Dane. Gabrielle. â€Å"Reading Ophelia’s Madness. †Exemplaria: A Journal of Theory in Medieval and Renaissance Studies10 ( 1998 ) : 405-23. Shakespeare. William.Hamlet. Washington Square Press: New York. 1992. Jones. Ernest.The Oedipus-Complex as an Explanation of Hamlet’s Mystery: A Study in Motive.The American Journal of Psychology. Vol. 21. No. 1 ( Jan. . 1910 ) . pp. 72-113

Kurt Cobain Essays (770 words) - Music, Vocal Music, Rock Music

Kurt Cobain For our modern day hero we used the singer and songwriter Kurt Cobain from the band Nirvana. This punk Seattle band moved almost mainstream almost overnight. Nirvana caught on fast and changed rock and roll music forever and molded the music of the 90's, alternative. Cobain had an enormous amount of talent but unfortunately his life was cut short by a still controversial suicide in his Seattle home. On April 9, 1994, his body was discovered. He is a hero for many of today's troubled youth because his music influences how these troubled kids feel. They are able relate to Cobain and his music. Kurt Cobain was born in 1967. He lived with his sister and parents two hundred miles away from Seattle in the small logging town of Aberdine. His aunt, who helped him form his first band, introduced him to music at a very young age. His parents divorced when Kurt was only seven years old. Torn up by his parents' divorce, he went to live with his mother in a trailer. After the divorce, Kurt was forced to look at his life in a different light. Kurt became extremely anti-social, had few friends, and was picked on in school because kids thought he was gay or weird. Kurt started writing poetry at the age of thirteen, and when he was 14, he received his first guitar. Throughout high school he was in many bands- Fecal Matter, Skid Row, Brown Cow, The Sellouts and Pencap Chew. He formed Nirvana during his senior year of high school with his friends Chris Novoselic and Dave Grohl who Kurt called "the world's best drummer." Shortly after the band was formed, Kurt dropped out of high school, and his mother kicked him out of the house. Homeless, he lived under a bridge at the end of his street. It was here that he would spend time alone writing his own songs. From his parents' divorce to his mother pushing him out of the house, Kurt had become even more alienated from other people and life. He was very detached. Kurt hated the music of big rock bands like the Sex Pistols, Rolling Stones and Aerosmith. He felt their lyrics were sexist and pointless with no meaning. Kurt was a very sensitive and emotional person, a characteristic that showed through all of his songs. Eventually he became so famous that he a cult following. The songs exemplified the kids' world. In the song "Dumb" Kurt sings, "I think I'm dumb" over and over again to show how his years of neglect from his peers at high school and his family made him feel as if he was to blame. Kids relate to his music because it portrays how the world was so cruel and how he and the kids' were treated badly. He was responsible for the most creative rock music of the last decade. Kurt didn't have to hide behind face paint or wear tight clothes to grab attention as the other rock stars. He wore flannels and jeans, something that every other kid wore, and he wasn't ashamed by it. In one song "Come As You Are" Kurt sings "Come as you are as I want you to be." He wanted to show the youth that they don't have to follow the crowd and do something someone else wants them to do to fit in. Every modern alternative song has a tint of "Nirvanaism" in it. Just like bands that followed the Beatles, many groups that followed Cobain tried to sound or copy his same music pattern. In his music he didn't communicate in complete sentences or elaborate arguments. Instead his lyrics were a stream of conscious insights that inspired and appealed to the short attention span of his audience. We picked Kurt Cobain as a hero because he is different than the conventional hero who just goes out and saves lives. Kurt was an emotional leader for the troubled youth, and he gave them a place to escape from a life that was hard to live. His music gave them a hideaway from the harsh realities of the real world. All they had to do was listen, and they felt instant relief because they knew that not only they felt the way they did. They could relate to Kurt and his fragile emotions. In the song "Rape Me" Kurt sings; "Rape me, my friend. Rape me again. I'm not the only one. Hate me. Do it and do it again. Waste me. Taste

Tradition Hinders Progress Essays

Tradition Hinders Progress Essays Tradition Hinders Progress Paper Tradition Hinders Progress Paper Tradition is the enemy of progress Weather its religious traditions preventing the study of the dead for better understanding of the living to the churches traditions stopping the progress into the realization that the Earth is not the center of the universe or to take something recent Umbilical cord debates over weather to use them for life saving stem cell research. Tradition is the common enemy among Progress into the future people want the results of science we live our lives due to science but often many of our general populous does not agree with the means we use to get the radical discoveries of science. I can see how traditions can hinder progress:if you subscribe to past ideals it can deter from advancement. If we are going to look back at what Mary and John did in the past to solve a problem every time, then how are we going to move forward? What am saying is that look back once or twice get the formula then learn and apply that knowledge, improve on it then build but we keep going back and back and back and back!! It is in fact the enemy for progress. I think that traditions do prevent progess. The best example of this can be seen rulal areas where knowledge is just passed over from one generation to another and children are not allowed to study more they are just used as a labour. Another example is of early marriage of girls who are married at an age of 10 or 11 which ruin their lives. in the end i would like to conclude that these tradions r blocking our way to new things. First, what is tradition? And also what is progress? Tradition is a natural enemy to progress because progress is the antithesis to tradition. The words are antonyms. However, if you mean, for example, the belief in God being an obstacle to progress, or anything along that line, that is beyond a question of tradition and progress. I hope we are speaking just of scientific inquiry. Otherwise, this topic doesnt work well as an argument because the natural and supernatural are different, and thus cannot be easily compared. in many ways it is. hings like religion, and marriage stand in the way. religion is telling people how to think and what to do rather than have people think for themselves and adjust to the times and environment appropriately. yes tradition is an obstacle to progress. TRADITIONS ARE UNWRITTEN BELIEFS AND CUSTOMS THAT ARE HANDED DOWN FROM GENERATIONS TO GENERATIONS .. PROGRESS MEANS TO ADVANCE FROM ONE STAGE TO ANOTHER WE HAVE NEVER BEEN DEVELOPED FROM OUR ANCESTORS RATHER WE ARE HEADING TOWARDS DESTRUCTION BY BREAKING T HE TRADITIONAL VALUES. TRADITION INVOKES THE PRINCIPLE THAT OLD WAYS OF DOING THINGS ARE MORE SAFER, MORE RELIABLE AND HENCE BETTER THAN THE NEW ONES , WHICH ARE BASED ON UNTESTED WAYS . IN SHORT OLD IS GOLD . IN TRADITION OLD PRACTICES HAVE VALUES SIMPLY BECAUSE THEY ARE OLD OR AT LEAST THEY GIVES US A SENSE OF CONTINUITY WITH THE PAST . IN CONTRAST MODERN CONCEPT OF PROGRESS DISCARDS TRADITION AS OBSOLETE AND DISPROVEN . THE MODERN CONCEPT SAYS IF IF THE OLDER TRADITIONAL IDEAS ARE SUPPOSEDLY THE BETTER ONES THEN THE MODERN TECHNOLOGICAL IDEAS ARE EVEN SUPERRIOR think that traditions are just what we believe in blindly. take an example of superstitions we say if we sneeze once then it is a bad omen but if we sneeze twice it becomes our lucky charm. how many of us in this busy life pay attention n count their sneezes. we have often beliefs that if we wear this ring our future will be fruitful and also we see many now if that would be the case then there would be no need to study well wear a ring and not s tudy hard and get a gud result. hat we need is good judging of things taking place in our society. we say we come across a badluck when a black cat cuts our way. if it is so then if a student is studious n he is going to give interview n he is well deserved but when he is on his way a cat cuts off his path it means no need to go to give interview u r failed. we should change our mentality as we emerge into new time being or else well lag behind still following old and useless customs which have no value and no profit in this time.

Entry of the Brand Kensie into My Store Research Paper

Entry of the Brand Kensie into My Store - Research Paper Example I believe that the location of my store on this street is ideal for the most working class and middle-class parents can see the store and walk in to find clothes for their children. The location is also ideal to attract more customers as they go by their schedules. My store is located near office blocks and also restaurants. It is convenient for those going to work and also those going out for lunch or dinner. My decision to bring in the Kensie brand in my store stems from the fact that my sales and revenue have been steady over the past few years. Many customers come back to buy more junior clothes for their children. Since my store targets middle-income earners, it means that most can afford the prices of the Macy brand. It is important to understand that the merchandise I sell is localized as a reflection of the location where my store is located (Los Angeles). Having offered localized merchandise for some time now, I decided to expand my product choice by bringing in the Kensie brand. The target market of the Kensie brand is still young children. The introduction of this brand is certainly going to stir excitement and curiosity among shoppers at my store which eventually draws more customers. However, due to competition, it is necessary to note that other stores may decide to take on the same marketing strategy as me. To avoid this, it is critical that I make careful planning to ensure that my store stands out. One of my competitive advantages is the location of my store and my target market. My strategy involves the continued sale of exclusive and localized merchandise. Increasing my merchandise by bringing in the Kensie brand is a sure way to increase my sales. One of the challenges that I have to face with my target market of the middle and high-income earners is that these two groups are always seeking to get hold of the newest and most exciting thing in the market. This group is challenging and difficult to impress.

Finance Management Essay Example | Topics and Well Written Essays - 4500 words

Finance Management - Essay Example A rising profitability is a good business feature whereas a falling profitability is a bad one. The net profit margin shows the profit that a business is able to generate after meeting the various expenses and costs (Gitman, 2007, p.32). For the four divisions of Jools Furniture Industries Ltd this margin reflects mixed signals. In the case of Quality products division the net profit margin has improved over the last three years. In 2007 the profit margin of this division was -9.90%. In the next year the management of the division was able to cut down on the unnecessary expenditures pushing the profit margin in the positive territory. This further improved to 3.36% in 2009. For the Kitchen and Office division the net profit margin reveals a declining trend. ... The ROI generated by all the divisions has been more than 10% for the last two years. Quality products division reported the highest ROI for the year 2009 at 18.99%. The division reported a negative ROI of 14.9% in 2007. Kitchen division reported a ROI of 12.75% in 2009. This figure was higher in 2007 at 17.97% and it dropped to 12.87% in the following year which is a fall of nearly 5%. Despite an increase in the turnover of the division the divisional management failed to sustain the profitability margin of the previous year. Bedroom division generated the second highest ROI for 2009 at 14.63%. The return generated by this division was even better in the previous years at 16.62% and 18.18% for 2007 and 2008 respectively. Office division reported the third highest ROI of the company at 13.48%. Even for this division the return generated has dropped as compared to the last few years. Efficiency- The asset turnover ratio is an important indicator of management efficiency. A high ratio implies that the company management has been able to utilise the asset base efficiently i.e. it has been able to generate more sales (Nelson, 2008, p.370). For Kitchen division this ratio has remained over two for the last three years. In 2007 this ratio was 2.14 and it increased to 2.19 in 2009. This shows that the management of this division has used the available asset base judiciously and efficiently. With the rise in the asset base in 2008 the management reported a higher turnover i.e. the division made optimal utilisation of the available resources. In the case of Office division this ratio has improved steadily over the last three years. It increased from 1.68 in 2007 to 2.10 in 2009 which is quite impressive. This suggests that the divisional managers are continually

Is Criminal Behavior Determined Biologically Essay

Is Criminal Behavior Determined Biologically - Essay Example Some do believe that crime has a genetic disposition but I believe that any person, irrespective of their biological or genetic background, when faced with certain stress factors can commit crime. Since the very beginning of the 20th century, several social researchers have reported that Blacks tend to commit more crimes when compared to their White or Asian counterparts (Piquero and Barme,2008). In fact official statistics also support this claim since and the racial minorities are regarded to be more genetically disposed towards crimes than other groups. In the recent years the field of behavioral genetics has conducted massive studies to understand whether genes and crimes are related or not. Race studies, adoption studies and twin studies have suggested that anti-social behavior is linked to the genes. Experts believe that since things such as gambling, drug abuse, risk-taking behavior and pleasure-seeking show evidence of genetic influence and since all of these behaviors have the potential to initiate crimes; one may suggest that crime and genes maybe closely related (Baker et al, 2006). In fact the field of forensic psychiatry supports the idea that chronic criminals h ave mutations in their genes which are hereditary in nature. According to this these mutations have an effect on the autonomic nervous system which in turn reduces an individual’s ability to learn normal social forces in inhibiting criminal behavior (Mednick and Finello,1983). On the other hand, with regards to the Nature versus nurture theory, I feel that nurturing has profound influence on one’s behavior. The environment and stress factors that an individual is exposed to, has a great deal of influence on his behavioral outcomes. Some of these stress factors are poverty and drug abuse. The constant association of Black minorities to commit crimes is overrated. In fact,

Crohns Contribution To Physiology Nursing Essay

Crohns Contribution To Physiology Nursing Essay Crohns disease is a kind of lifestyle disease. Crohns disease is also known as regional enterities. It is a type of inflammatory bowel disease. Crohns disease is different with ulcerative colitis which is another common type of inflammatory bowel disease.The differences between the two illness is the area that affected in the gastrointestinal tract (GI tract). Crohns disease affects the end of small bowel (the ileum) and the beginning of the colon, but it may affect any part of the gastrointestinal (GI) tract, from the mouth to the end of the rectum. Diagram 1 Regions that are affected by ulcerative colitis and Crohns disease There are 700,000 Americans may affected Crohns disease. Crohns disease is a disease which can be associated with genetic inheritance which runs in some families. If there is anyone of your relatives have this disease, your family members will have a significantly increased in chance of getting Crohns disease.The risk of developing this disease will increase when your parents have inflammatory bowel disease. Related members of the family of the affected individuals will be at higher risk. The percentage of getting Crohns for males and females are 50% respectively. The ratio of getting this disease for smokers and non- smokers is two to one. This disease can occur at any age but it is more prevalent among teenagers and young adults. The range of the age is between 15 and 35. The exact cause of Crohns disease is unknown. Crohns disease is more common in developed countries. It is an autoimmune disorder which is a condition that occurs when the bodys immune system mistakenly attacks and destroys healthy body tissue. In short, the body over-reacts to normal bacteria in the intestines. Immunological and bacterial factors in genetically susceptible individuals are the causes of the disease. The interaction between environmental is one of the cause of the Crohns disease. Crohns disease has traditionally been described as an autoimmune disease, but recent investigators have described it as an immune deficiency state. Diagram1- Distribution of Crohns Disease in the intestinal tract Crohns disease can be categorized by the specific tract region affected. 50 % of the Illeocolic Crohns will occur in both the ileum and the large intestine. 30% of the Crohns ileitis will occur on illeum only, while the Crohns colitis, that manifest the large intestine, accounts for the remaining 20%. Diagram 2 Affected region by Crohns disease Crohns disease can be categorized by the behaviour of disease as it progresses. There are three categories of diseasee presentation in Crohns disease they are stricturing, penetrating and inflammatory. Stricturing disease causes narrowing of the bowel that may lead to bowel obstruction or changes in the calliber of the faeces. Penetrating disease creates abnormal passageways between bowel and other structures, such as the skin. Inflammation disease causes inflammation without causing strictures or fistule. Crohns disease is a kind of chronic disease. It is a chronic inflammatory disorder, in which the bodys immune system attacks the gastrointestinal tract possibly directed at microbial antigens. The patient will suffer throughout the period that the disease flares up and causes a lot of symptoms. During this period, the patient may not be aware of the symptoms at all. Crohns disease affects any part of the gastrointestinal (GI) tract. Diagram : Gastrointestinal Tract in which Crohns Disease affects Gastrointestinal Tract in which Crohns Disease affects The primarily symptom of Crohns disease are pain in abdomen that often accompanied by diarrhoea which may or may be bloody especially for those who have had surgery. The nature of the diarrhea in the disease depends on the part of the small intestine or colon involved. Ileitis typically results in large-volume and watery faeces while the colitis may result in a smaller volume of faeces but with high frequency. The faecal consistency can be range from solid state to watery. There are several cases which the patients have more than 20 bowel movements per day at any time. We can see the bleeding n the faeces in Crohns colitis.Bloody bowel movements are continuous and it can be in bright or dark red in colour. Flatulence and bloating will cause more the intestinal discomfort. Fever, vomiting, join pain, weight loss, skin problems and bleeding from the rectum may ocurred also and cause a person malnutrition. It may also cause the complications outside the gastrointestinal tract such as skin rashes, arthritis, anemia, fistula, inflammation of the eye, tiredness, and lack of concentration. Constipation may occur also. Children who have this disease may have growth problems. Symptoms Crohns disease Defecation Often porridge- like, sometime steatorrhea Tenesmus Less common Fever Common Fistulae Common Weight loss Often Table 1 The common symptoms in Crohns disease In Crohn disease the maximum damage to the intestine occurs beneath the mucosa, and lymphoid conglomerations, known as granulomata, are formed in the submucosa. In addition, Crohn disease attacks the perianal tissues more often than does ulcerative colitis. Crohn disease is diagnosed by a combination of methods, including blood and stool analysis and colonoscopy. Diagnosis may be confirmed by other methods, such as barium enema, which uses X-rays to examine the intestine following rectal insertion of a liquid barium contrast agent, and capsule endoscopy, which examines the intestines via a pill-sized video camera that is swallowed by the patient and transmits images to sensors attached to the patients body as it passes through the digestive tract. The effect of the Crohns disease can be problematic during pregnancy. This is because some medications can cause undesirable outcome to the foetus or mother.Certain medication will reduce the production of sperms or may affect mans ability to conceive. Preventive measures are taken through consultation with obstetrician and gastroenterologist. Crohns disease can be diagnosed through stool tests, blood tests, biopsy, sigmoidoscopy (used to investigate the lower bowel), colonoscopy, endoscopy, Barium enema X-ray, Barium meal X-ray and CT scans. X-ray pictures of the abdomen then show the inside of the bowel more clearly. Barium appears white on X-rays. Although there are so many tests, none of them require a general anesthetic. They are generally carried out as out-patient procedures so the patient does not need to stay in hospital overnight. Scientist Crohns disease was first described by Burrill Bernard Crohn, Dr. Leon Ginzburg and Dr. Gordon Oppenheimer in 1932, but it was not clinically, histologically, or radiographically distinguished from ulcerative colitis until 1959. Diagram Dr. Burrill Bernard Crohn Diagram Dr Leon Ginzburg. The history of the scientist Burrill Bernard Crohn (June 13, 1884 July 29, 1983) was an American gastroenterologist and was the first to describe the disease for which he is known, Crohns disease. His Institutions is Mount Sinai Hospital in New York. He studied at the College of Physicians Surgeons, Columbia University in year 1908. In 1932, Dr. Crohn and two colleagues, Dr. Leon Ginzburg and Dr. Gordon Oppenheimer, published an important paper describing the then-relatively unknown condition. Their seminal paper, Terminal Ileitis: A new clinical entity, documenting fourteen cases. The name of the disease was changed to Regional ileitis on publication. At the time that he and his colleagues described the disease, Dr. Crohn had a private practice in New York City and usually admitted his patients for diagnosis and treatment to the Mount Sinai Hospital. At Mount Sinai he worked with the neurologist Bernard Sachs from 1858 to 1944. He also spent time working with Dr. Jesse Shapiro, another medical doctor was very involved with Crohns research. As Dr. Shapiro had been diagnosed with Crohns himself, he had a born devotion to cure the disease. At Mount Sinai Hospital, Dr. Crohn built a very large and successful practice for patients with granulomatous enterocolitis and eventually was made the first chief of the department of gastroenterology. He was highly respected throughout the remainder of his professional career and received numerous patients from all over the USA, as well as from abroad. Crohn practiced medicine until he was 90, splitting time in his later years between the Upper East Side of Manhattan and at his country home in New Milford, Connecticut, where he met his second wife, Rose Elbogen Crohn, whom he married in 1947. The Burrill B. Crohn Research Foundation was established at Mount Sinai in 1983 with initial funding from Rose Crohn and later his daughter, Ruth Crohn Dickler. The discovery The first description of the Crohns disease was earlier made by the Italian physician Giovanni Battista Morgagni (1682-1771) in 1769, when he diagnosed a young man with a chronic, debilitating illness and diarrhea. Successive cases were reported in 1898 by John Berg and by Polish surgeon Antoni Lesniowski in 1904. In 1913, Scottish physician T. Kennedy Dalziel, at the meeting of the British Medical Association, described nine cases in which the patients suffered from intestinal obstruction. On close examination of the inflamed bowel, the transmural inflammation that is characteristic of the disease was clearly evident. Abdominal cramps, fever, diarrhea and weight loss were observed in most patients, particularly young adults, in the 1920s and 1930s. In 1923, surgeons at the Mt Sinai Hospital in New York identified 12 patients with similar symptoms. In 1930, Dr Burrill Bernard Crohn pointed out similar findings in two patients whom he was treating. Crohns contribution to physiology Some of Crohns initial research into the causes of the disease was centered on his personal conviction that it was caused by the same pathogen, a bacterium called Mycobacterium paratuberculosis (MAP), responsible for the similar condition that afflicts cattle, that is Johnes disease. However, he was unable to isolate the pathogen-most likely because M. paratuberculosis sheds its cellular wall in humans and takes the form of a spheroplast, making it virtually undetectable under an optical microscope. This theory has resurfaced in recent years, and has been lent more credence with the arrival of more sophisticated methods to identify the MAP bacteria. Research Doctors and scientists are conducting Crohns disease research that known as clinical trials. Research studies are designed to answer important questions and to determine whether new approaches to treating Crohns disease are safe and effective. This research has already led to many advances, and researchers continue to search for more effective methods for dealing with Crohns disease. Crohns Allogeneic Transplant Studys investigation team of Seattle is undergoing the Phase II clinical trial to cure it. Transplanting of bone marrow is involved. The purpose of this phase is curing effectively patients who have this disease, Crohns disease. The Phase II research, the doctors will give the best medical and surgical treatments to the patients with Crohns disease who is going to undergo the transplantation so that they are healthy enough. The transplant procedure starts with chemotherapy and a small dose of radiation so that the patients immune system is weak and can accept the bone marrow calls from other. After receiving other persons bone marrow cells, immune suppressive medicines are given to prevent the new cells from being rejected and to stop those cells from damaging the patient. The new immune system will start growing and the blood counts will rise after the new donor cells start working. There is a risk of infection during this time so antibiotics and anti- viral drugs are given to prevent the infection. After the new donor cells are well-established, the immune suppressive medicines will be stopped. Doctors will examine parts of the intestine that were inflamed before the start of the transplant procedure; to make sure the Crohns Disease has disappeared after the transplant. Patients will be formally evaluated for Crohns activity at around 100 days after transplant, and yearly after that for 5 years. The effect of Crohns disease in intestine Crohns disease can cause several mechanical complications within the intestines, including obstruction, fistulae, and abscesses. Obstruction typically occurs from structures or adhesions that narrow the lumen, blocking the passage of the intestinal contents. Fistulae (an abnormal connection or passageway between two epithelium-lined organs or vessels that normally do not connect) can develop between two loops of bowel, between the bowel and bladder, between the bowel and vagina, and between the bowel and skin. Abscesses are collections of infections, which may occur in the abdomen or in the perianal area in Crohns disease sufferers. Ileovesical fistulae are the most common cause in Crohns disease. Crohns disease involves in the small bowel that will cause higher risk for small intestinal cancer. People with Crohns colitis will have a relative risk of 5.6 for developing colon cancer. Diagram : Endoscopy image of colon showing serpiginous ulcer, a classic finding in Crohns disease Pathophysiology During a colonoscopy, biopsies of the colon are often taken to confirm the diagnosis. Certain characteristic features of the pathology seen point toward Crohns disease; it shows a transmural pattern of inflammation, meaning the inflammation may span the entire depth of the intestinal wall. Ulceration is an outcome seen in highly active disease. There is usually an abrupt transition between unaffected tissue and the ulcer a characteristic sign known as skip lesions. Under a microscope, biopsies of the affected colon may show mucosal inflammation, characterized by focal infiltration of neutrophils, a type of inflammatory cell, into the epithelium. This typically occurs in the area overlying lymphoid aggregates. These neutrophils, along with mononuclear cells, may infiltrate the crypts, leading to inflammation (crypititis) or abscess (crypt abscess). Granulomas, aggregates of macrophage derivatives known as giant cells, are found in 50% of cases and are most specific for Crohns disease . The granulomas of Crohns disease do not show caseation, a cheese-like appearance on microscopic examination characteristic of granulomas associated with infections, such as tuberculosis. Biopsies may also show chronic mucosal damage, as evidenced by blunting of the intestinal villi, atypical branching of the crypts, and a change in the tissue type (metaplasia). One example of such metaplasia, Paneth cell metaplasia, involves development of Paneth cells (typically found in the small intestine) in other parts of the gastrointestinal system. Diagram : Section of colectomy showing transmural inflammation Prevention Crohns disease cannot be prevented, because the cause is unknown. But you can take steps to reduce the severity of the disease. First, take medicines regularly can reduce sudden attacks and keep the disease in remission.Second, do not smoke. Smoking will increase the disease. Third, never use antibiotics unlesss the doctor prescribed for you. Eating small meals can help with a low appetite too. Getting a healthy diet, regular exercise and enough of sleep also can help to reduce the symptoms. By controlling the symptoms, we should follow the low dietary fiber diet especially the fibrous foods that cause symptoms. Treatment There is no cure for the Crohns disease because Crohns disease is unpredictable but there may have treatment options that can make sufferers to minimise the effects of the condition on their lives. If the remission is achieved, the relapse can be prevented and the symptoms can be controlled. A person needs to receive the treatment when the symptoms are active. Crohns disease cannot cure by surgery. There are three main goals for the treatment of Crohns disease. There are the achieving remission that relieve symptoms, maintaining remission that prevent symptom flare- ups and improving the quality of life. The main treatment for Crohns disease is to take medicine so that can stop the inflammation that occurred in the intestine. Medicine can prevent the flare- ups and keep you in remission. These treatments are ongoing treatment that the doctor will want to see the patient about every half year. If your condition will flare- ups, you may have lab tests every 2- 3 months. People who have serious complications may require a stronger medicine The doctor will give the patients the traditional first-line at the beginning of the treatment. If the patients are getting worse, the doctor will change or add the medicines. Antidiarrheal medicine which will slows or stops the painful spams in intestines that cause symptoms can be respond for the mild symptoms. Aminosalicylates, antibiotics, cortisoteroids, Biologics and the medicine that suppress the immune system are the types of medicine that the doctor will give to the mild to moderate symptoms. Lastly, the severe symptoms may be treated with corticosteroids given through a vein. The first step is to control the disease. After the symptoms are gone, the doctor will change the medicine that listed above so that the symptoms are in remission. Conclusion Crohns disease is a type of inflammatory bowel disease (IBD) which will affected ours gastrointestinal (GI) tract. Patients who have this disease cant able to notice at all. Crohns disease is a disease which can be associated with genetic inheritance which runs in some families. Teenagers and young adults whose age is between 15 35 will be easilly to get this disease. There are three types of Crohns disease that is Crohns colitis, Crohns ileitis and Crohns Illeocolic which will affected different region of the gastrointestinal (GI) tract. Crohns disease is an autoimmune disorder. Crohns disease is a chronic disease which the bodys immune system attacks the gastrointestinal tract possibly directed at microbial antigens. The patient will suffer throughout the period that the disease flares up and causes a lot of symptoms. The primarily symptom of Crohns disease are pain in abdomen that often accompanied by diarrhoea. Constipation, fever, vomiting, join pain, weight loss, skin problems and bleeding from the rectum may ocurred also and cause a person malnutrition. Crohns disease may cause the patient to get colon cancer too. Burrill Bernard Crohn and two of his colleagues, Dr. Leon Ginzburg and Dr. Gordon Oppenheimer described this disease in New York City and usually admitted his patients for diagnosis and treatment to the Mount Sinai Hospital in 1932. Dr. Burrill Bernard Crohn practiced medicine until he was 90. Crohns disease cannot be prevented, because the cause is unknown and it is a genetic association disease so we have to change our bad lifestyle. We can change certain lifestyle like dietary adjustments, elemental diet, proper hydration, and smoking cessation will reduce the symptoms. Getting enough sleep is important too. Doctors and scientists are conducting Crohns disease research that known as clinical trials. Crohns Allogeneic Transplant Studys investigation team of Seattle is still undergoing the Phase II clinical trial to cure it by the bone marrow transplantation. There is still no cure for Crohns disease because Crohns disease is unpredictable. The doctors goal is to control inflammation, correct nutritional problems, and relieve symptoms. Doctors will give the patients medicine so that can stop the inflammation that occurred in the intestine. Medicine can prevent the flare- ups and keep you in remission. Sometimes, surgery is needed too. Crohns disease may cause us die if we didnt get the accurate treatment. For those who have this disease have to change those bad lifestyle. There have treatment options that can make sufferers to minimise the effects of the condition on their lives.

Value of Teamwork Essay -- Service Teams

As with all of life, there are two basic approaches to business: First, one can decide to set out on his own to make his fortune and second one can develop and build a team to get the job done. There is a simple, yet powerful, acronym to help one remember the importance of teamwork; (TEAM) Together Everyone Achieves More. There are those who, in this age of bureaucracy and â€Å"red tape,† might feel as though being part of a group means giving up control of their projects – leaving them feeling a little like they would have been better off without team membership. Inevitably, however, one comes to the realization that he cannot survive alone as â€Å"no man is an island.† These individuals soon are left to consider that the concept of a team effort producing exponential results has led to farmers yoking together â€Å"teams† of oxen and horses, has led to ever increasing amounts of â€Å"horsepower† in mechanical engines, and so is nothing new. Wit h the idea of being able to take on otherwise insurmountable tasks, there is definitely something to be said about the pride of accomplishment that can only come through the efforts of teamwork. While the general concept of teams and teamwork remain unchanged, the purpose and makeup of teams has changed, rather than a group of employees in a room getting together the 21st century teams are becoming more frequently geographically dispersed teams (GDT) that are required to work from very diverse locations within the country and even around the globe (Sole & Edmondson, 2002). Of course, as with any team or organization intent on actually accomplishing anything there needs to be a map or direction, this is usually found in the Mission and Vision statements†¦ but then even if you are on the right track, the tr... ...y. When these values, norms and guidelines are followed, the team will become an efficient and successful one. The process may be slow in the beginning, but once the team understands and cooperates with each other, anything can be achieved. Every team member should become committed to the success of the team and not worry about individual pain or difficulties. If these norms and guidelines are put into practice, any amount of work becomes an easy task. â€Å"Two are better than one; because they have a good reward for their labor. For if they fall, the one will lift up his fellow: but woe to him that is alone when he falleth; for he hath not another to help him up. Again, if two lie together, then they have heat: but how can one be warm alone? And if one prevails against him, two shall withstand him; and a threefold cord is not quickly broken.† – Ecclesiastes 4: 9-12.

Ge Healthcare India

akManagement 3040 Understanding the International Environment of Firms GE Healthcare in India: An Ultrasound Strategy? Introduction GE Healthcare India, a joint venture between General Electric and the Indian multinational Wipro Ltd. , was the market leader in the ultrasound machine market with sales growth of 10% for the previous fiscal year in 2007. The enormous market potential and General Electric’s successful low-cost operations fitted well with the aggressive sales strategy that the corporation had established.Solely on a business point of view, GE Healthcare India had tremendous growth potentials in the still developing market, but the social side of ultrasound machines was threatening to kill the future of the industry. Initial Conditions General Electric entered India in the 1980s and â€Å"early investments by GE in India gave their technology and business-service sectors crucial credibility and cash when other companies still viewed the country as a risky backwater . Many even credit then GE CEO Jack Welch with fueling the economic boom that would come to India in the 1990s. GE Healthcare joint-ventured with Wipro Corporation, India’s third largest software provider, and their activities included the design and manufacture of ultrasound scanners and cardiology products; sales and service of medical imaging and information technology products; parts and services logistics; software services and technology solutions; training-in-partnership programs; and design, sourcing, and manufacture of diagnostic imaging systems.As a venture in India with $100 million in revenues, GE Healthcare was the country’s largest medical systems sales and service provider, outpacing its competitors which included Toshiba, Siemens, Philips, and Mindray International Medical. The company began manufacturing and selling ultrasound machines in India in the 1990s, and took advantage of Wipro’s robust and extensive distribution and service networks to deliver its product to approximately 80% of its customers. The company’s diagnostic equipment sales in India had risen to $250 million by 2006.Ultrasound technology was the most profitable market for GE Healthcare and was used in early detection of fetal defects or complications during childbirth; diagnosis of gallbladder disease or obstructions; evaluation of blood flow in blood vessels; identifying abnormal structures or functions in the heart; detecting kidney stones and measuring the blood flow through the kidney; detecting prostate cancer early; and increasingly, ultrasound was used in emergency room diagnoses.GE Healthcare had helped introduce ultrasound technology into the rural areas of India where only 20% of India’s hospitals are located although 70% of the population resides there. GE was also making significant inroads into providing affordable and quality health care technology to Indian patients. Having ultrasound available in rural areas had cut costs tr emendously for patients as well as fear, as the diagnostic tests were performed in the comfort of their own villages. Many more people were getting medical attention they needed.A major social issue was the use of ultrasound machines as tools in prenatal gender determination and the resulting abortions of female fetuses. The 2001 Indian census revealed that there were only 927 girls to every 1000 boys, compared to 962 girls to 1000 boys twenty years earlier. A December 2006 UNICEF report stated that 7 000 fewer girls than expected were born daily in India. A study by the British medical journal â€Å"Lancet† indicated â€Å"that prenatal sex determination and selective abortion probably accounted for nearly all the deficit in the number of girls born as second or third children after previous female births. If such trends continued, many social scientists predicted social upheaval, even war. In India many families preferred sons to daughters for a variety of reasons, includi ng cultural taboos. Boys continued the family name and bloodline, earned money, looked after the family, and took care of parents in their old age, while girls were just a burden that was to be deployed to another family when the child became of age. In Hindu tradition, a son was supposed to light his parents’ funeral pyre so literally almost from creation to cremation, women are discriminated against.Even before the development of modern technology, baby girls were often the victims of infanticide: left to die or killed shortly after birth by gruesome means. Infanticide decreased with the introduction of ultrasound machines as aborting female fetuses became commonplace. There were no Hindu restrictions on abortion, and only minimal legal constraint. The Indian government has tried to pass many laws restricting sex selection. The Pre-natal Diagnostic Techniques Act in 1996 banned the use of technology, such as ultrasounds and sonograms for the purpose of sex-selective abortio n.With the ineffectiveness of the Pre-natal Diagnostic Techniques Act, the government started a â€Å"Respect for Girls† campaign through which mothers with daughters received twice as much money as the mothers of boys. Some districts provided girls from poor families a place to live, free schooling and supplies. Currently, GE Healthcare has a number of cases against it and is fighting in court to clear its name. The company was accused of selling ultrasound machines to â€Å"quacks,† as it offered cheap credit that made the machines affordable to most doctors.The company faced legal issues, intense government restrictions, pushback from activities for what they considered its aggressive sales tactics, and a myriad of business problems. The company had taken steps to minimize illegal use of the machines. It had educated its salespeople about the government restrictions, required affidavits from its customers stating that they would not use the machines to predetermine a fetus’ sex, and conducted frequent audits to ensure that its clients were in compliance.In 2004, the first year that GE Healthcare took these steps, the company admitted that its sales had shrunk by 10%, particularly in the low-end Indian market but sales had rebounded by 2006. Analysis India is a fast developing country, with a large population, where healthcare needs are growing at a rapid rate. Continued development of the country’s infrastructure allows for companies to reach the large market of 70% of the population that lives in the rural areas. Low frequency of hospitals in the country side is a potential problem, but as industrialization spreads, the number of hospitals will increase.Sales in the ultrasound industry for GE Healthcare were up by 10% and a projected 20% for the following year looked more than achievable. GE’s joint-venture with Wipro Corporation puts the company as a forerunner in the ultrasound market as it takes advantage of Wipro†™s robust and extensive distribution and service networks. The $77 million ultrasound industry is set to grow further and GE Healthcare is in pole position to lead the pack. The social unrest against ultrasound machines due to the rising abortion rates of female fetuses threatens to slow down the industry.The high rate use of the machine to check the gender of fetuses undermines the other very helpful uses that the ultrasounds provide. Government regulations against ultrasounds and the â€Å"Respect for Girls† campaign provide tough road blocks for all major players. GE Healthcare is at a cross road where it has to choose between revenue and social responsibility. Or be able to distinguish itself from the misuse of ultrasound machines and prove that this is a government, not an industry problem. A decision over whether the production of ultrasound machines in such an environment fits with GE’s mission and values is vital to be made.Would GE’s strong position l ead it to a sudden and fast fall or would it help lead the company out of this mess? Such a peculiar situation seems to have major road blocks at all directions. Options The success of GE Healthcare in the ultrasound industry and its recent increase in revenue provide a strong case for the company to continue implementing its aggressive sales strategy. The company is leader in industry revenue and sales and has access to a well developed distribution network, unlike its competitors. The advantage gained in the past decade is hard to be given up.A continuation of the current strategy has a few benefits. First and foremost, the company headquarters will be pleased that their target goal is being pursued and, possibly, achieved. This will increase the interest in India and provide larger investments that could help expand the business exponentially. Having the funds to utilize the enormous future potential of the industry would expand the gap between GE Healthcare and its competitors a nd establish it as the undisputed number one in the ultrasound Indian market.If a rise of 10% occurred during economic times that were becoming more and more difficult in the Western world, than India’s importance to the company headquarters could become enormous. While the company might sustain a decrease in revenue elsewhere in the world, in India it can rely on a steady growth that could help stabilize the global impact of the recession. Cheap labor costs, and potential increase in sales due to the opening of more and more hospitals, can even help GE Healthcare surpass that 20% target growth rate. Another major positive that would result from this strategy is that it will help India with its social problems.Every society has its flaws and banning something that is very helpful because of the actions of some people seems wrong. Ultrasounds are used for many more things other than scanning for the gender of a fetus. Major medical uses include diagnosis of gallbladder disease or obstructions; evaluation of blood flow in blood vessels; identifying abnormal structures or functions in the heart; detecting kidney stones and measuring the blood flow through the kidney; detecting prostate cancer early; and increasingly, ultrasound was used in emergency room iagnoses. All of these procedures may help relieve pain and save many lives, especially in the rural areas of the country. With an increased pressure by the popularity of ultrasound machines, the government would be forced to finally start implementing its laws and decrease substantially the illegal use of the machines. A company should not be held responsible for illegal uses of its otherwise very beneficial product, and the Indian government should understand that and deal with the matter appropriately.On the other hand, a negative social and governmental response could damage GE Healthcare’s strong industry positions. The higher you are, the further you fall, and as the company is an industry lea der, it could suffer the most significant losses when compared to its competitors. Social pressure to stop the use of ultrasound machines could spread and turn into anger against the companies producing the machines. When children’s lives are at stake, nothing is more important, even in the Indian society where there is a clear negativity against girl babies.It often happens that social problems of a society are transferred onto innocent businessmen and kill off a large money-making industrial sector. Another option that the company could take is to stop giving out cheap credit to customers that can’t afford to buy the machine in one installment. Such an option could turn out to be a double-edged knife, but it could help the company gain some much needed ground with the government. A decrease in sales might follow, but the brand GE will be preserved and disassociated from the baby girl problem that India has faced for centuries.The biggest advantage of taking such a ro ute would be to ease off the social pressure from local scientists that GE Healthcare receives. The company is currently accused of exploiting the demand for boy children and such negative publicity hurts the corporation’s image in the grand scheme. Customers that tend to use credit to buy ultrasound machines are usually those that practice medicine by themselves and not in a hospital and are more prone to doing illegal practices. Currently India has very few hospitals in the rural areas which leaves many people with limited health care.But as the country continues its rapid development, more and more hospitals will open which would bring a whole new market to the industry. The new hospitals would want good publicity and would not want to be associated with companies that sell their products to â€Å"quacks. † Although in the short run sales will suffer, in the long run such a strategy seems to bring more benefits than harm. A much needed good publicity will not only h elp the company repair its image, but it could also help with the judicial problems that GE Healthcare is currently under.A decrease in sales to people that can’t afford an ultrasound system would most likely reduce the illegal practices of ultrasound machines in the rural areas and ease off the pressure a little bit that the industry faces. Sometimes it is more beneficial to suffer a temporary setback and preserve what you have, than to keep pushing and lose everything. A completely different approach available to GE Healthcare is the discontinuation of ultrasound machines. Although this is the company’s best selling product, a stoppage of sales would completely erase the social pressure and prompt the company to focus on its other products.Losing ground in one place could sometimes pave a path for expansion in other areas. Obviously, the most important advantage of discounting the sale of ultrasound machines would be that many more girl fetuses will be saved and the company would be doing the right moral thing. At the end of the day, saving lives is the greatest thing tanyone could do, and not many options to do so can be bypassed. Such a move would most likely help terminate all court cases that the company faces and free it to exploit other marketing options.It is very hard to pay attention to other industries when one casts such a large shadow over them. That is exactly what ultrasound machines seem to be doing due to their high demand and wide use. The biggest disadvantage would undoubtedly be the enormous loss of sales and the loss of ground to industry competitors that could affect other medical sectors as well. Not to be overlooked is the enormous market growth that lies ahead of this large country’s future. Business is run to make money, and such opportunities don’t present themselves very often.GE Healthcare’s joint-venture with Wipar could also suffer as the local company would see no benefit to continue business with a company that crumbles under social pressure. It will most likely break off and look to pair up with a different industry player, leaving GE without Wipar’s distribution network. Recommendations What should the company do to meet its goals, remain socially responsible, and get over its court cases and media bombardment? It is very difficult to make a decision when so many factors are in place and so much lies on the line.Are money or the unborn babies more important? Would a retreat ease off the killings of girl fetuses? And would other companies follow suit and drop off or ride the storm and reap the benefits from the distant brighter future? Usually, at the end of the storm, there is a golden sky. The brave prevail and the weak crumble and don’t ever regroup. GE Healthcare is currently in a very strong position in a growing industry that will bring enormous profits for the company in the future. It is not selling anything dangerous, but rather a product that sa ves lives everywhere around the world.GE Healthcare has helped India with its sudden economic rise in the 1980s and 1990s, and there is no reason for it to run away when it is in such a profitable decision. The recent 10% revenue increase rate shows that the industry is very healthy with a lot of potential. A very large part of the Indian population is currently not provided for medically, which is an enormous potential market. The current tough economic times around the world would slow down sales elsewhere, but not in a country that is developing in such a fast rate, especially medically.GE Healthcare is more than able to meet its goals and continue improving and innovating and gain even more ground in the ultrasound industry. The biggest and only real issue that the whole industry faces is the significantly lower numbers of girls being born when compared to boys. Many social scientists blame the ultrasound machines for this and tend to overlook the cruel and gruesome ways that fa milies have found to put to death already born babies. The problem is not current, but rather centuries old, long before GE decided to enter the Indian market.Most importantly, this is a social and governmental problem. GE Healthcare is not a government entity to be expected to be socially responsible for everything, although it is trying its best to do so. Campaigns like â€Å"Respect for Girls† that are aimed at increasing social awareness of a rising problem are exactly what the government and not GE Healthcare should do. If the company decides to pull away of the industry, there is no guarantee that its current competitors would do the same. In fact, it is far more likely that they take advantage of the new potential customers and make GE’s pull out pointless.But even if the whole industry gets banned, which is highly unlikely, the Indian families will sadly find ways to continue their centuries old traditions and seek baby boys instead of girls. One thing that the company should do to ease off the media pressure and meet its image of being socially responsible is to raise its credit interests and force cheap doctors to stop buying for illegal purposes. The affidavits that the company makes all customers sign shows that the company is aware of the social problem and is helping out in any way it can.It can also emphasize on the other important uses of ultrasound machines and make people aware of the enormous health benefits that the machine provides. GE Healthcare has done a lot for India, being one of the first foreign businesses to enter and invest in the country. It has paved the way for other companies to enter the country in many different industries and India should be grateful to GE for helping it jump-start its development and not blame it on social issues that have existed for a long time.At the end of the day, the company entered India to make money. It is doing so by providing the country with a product that can decrease the mortali ty rate and increase the average lifespan of people if used correctly. It is also morally responsible by keeping track of its machines and trying to sell them only to qualified customers. An increase in the credit rate for those that need it to buy the machines could decrease media pressure and prove that GE Healthcare is doing whatever it can to remain socially responsible and keep a positive brand image.