Biocentric Ethics Essay

Biocentric Ethics Analysis There have been debates about GMO’s for decades. While farmers fight for their land and the continuance to produce, farmers were given the option to plant seeds that are genetically modified. The seeds in turn would grow more crops and last longer. The compulsion on the farmers to make ample crops and try to help world hunger would not just cost more for them, but it can also cause lack of trust between the suppliers and the consumers that in turn can lead to law suits, as well. Genetically engineered tomatoes helped reduce the standard methods used to prep, make, and grow crops in 1986. The method made the tomatoes resilient to various herbicides. Farmers started to use bacillus thuringiensis which is an insect killer, in the plants. This did not seem to concern the Environmental Protection Agency (EPA) or the Department of Agriculture (DOA) about the new technology. In 1990 when â€Å"Forbes article â€Å"The Lesser of Two Weevils† was released stating â€Å"that co tton farmers in the United States had put 100 million pounds of agricultural chemicals on their crop each year for the last several years† (Newton, Dillingham, Choly, 2006) the media went bonkers over this information. This caused controversy with the growers, distributors, and the media, arguing whether the altered crops will pose a threat to humans and the ecosystem. Countries we not happy with the carelessness and handling of the crops from the United States. Particularly, Germany did not agree with the United States methods. Other countries that did not use the genetically altered method reported traces of the chemicals in their crops. This transfer usually happens by the weather conditions. Changing of the seasons has many scientists believe the chemical transfer through rain and snow, possibly through insects, wildlife, and plants. When man interferes we must take into consideration of how the altered chemicals may travel and how it could be consumed by humans. Also, the ecosystem that includes the consumers, the sun, and the decomposers becomes fragile. When man changes  the DNA of plants it alters Mother Nature work and the ramifications can be irreversible, but can take many years to dis cover. Furthermore, there has been an increase of obesity that is said to be due to the modifications and hormones in the food. People become perplexed when there is a discussion of GMO’s and non-GMO’s trying to understand the difference and what can be patented. â€Å"The preferred approach of the industry has been to use compositional comparisons between GMO and non-GMO crops. When they are not significantly different the two are regarded as â€Å"substantially equivalent,† and, therefore, the GMO food crop is regarded as safe as its conventional counterpart (Arpad, 2001).† When genetically engineered bacteria was thought to enhance the hormones in cows and provide increased milk was claimed by Monsanto, the United Nations did not agree and people began to wonder if the genetically modified foods was a good thing after all. People pay attention to how much money they will make, and will try any new technology, rather than think or care about the dangers these things may pose. Stories showed on TV and aired on the radio on how many farmers lost their farms due to lack of crops from droughts, insects, and no rain, destroying crops. Many people showed empathy for these farmers knowing how tough they have it. There are songs that were made e.g., Rain on a scarecrow, for these historical moments and what our forefathers did in order to survive. There are some advantages to point out that the third world countries have with the use of genetically modified foods, such as the rice it could have more minerals and vitamins, which helps alleviate nutrient deficiencies. E.g., lack of vitamin A can cause blindness. â€Å"Golden† rice containing an unusually high content of beta-carotene (vitamin A) (Whitman, 2000)† was created by some researchers at an institute Swiss Federal Institute of Technology (SFIT) for plant sciences. The disadvantages of GMO’s are that there is no regulation to distribution. It is not a requirement to label the foods, so how do we know what we are eating? Without labeling or regulations how do we know if the food is safe for us to eat? This is when we have to think of health concerns like allergies because genetically modified foods potentially can cause allergic reactions in most people. Out of all the disputes on what may be right or wrong, or what should be used on the crops and or s eeds, there is still a question, can the insects land the on chemically altered plants, then travel to other plants dropping any  substances that would interfere with the other plants that are not genetically modified? References Newton, Dillingham, Choly, Lisa H, Catherine K, Joanne (2006). Watersheds 4. Thompson Wadsworth. Whitman, Deborah B (2000). Genetically Modified Foods: Harmful or Helpful?. Retrieved from http://www.csa.com/discoveryguides/gmfood/overview.php Pusztai, Arpad (2001). Scarcity of Safety tests. Retrieved from Genetically Modified Foods: Are They a Risk to Human/Animal Health? Retrieved from http://www.actionbioscience.org/biotech/pusztai.html

Music and why it should be used in schools

Music is a form of art. It is used daily in many parts of the world, different kinds for everyone. It improves focus, gives students a better mood and it helps pass the time. Even though it may create an antisocial environment listening to music with headphones in classes has more good outcomes then bad. Students minds wander, No matter what. But personally when I am listening to music and working I'm more concentrated and I work faster. A wandering mind is unhappy, most of that time it is spent focusing on the inadequacy of life; music brings you back to the present.In your classes you need to focus. And what better way to do that then when listening to music? Though it has been proven that â€Å"some students can study effectively with music playing, while others are distracted by any outside stimulus†. You would find that more students can listen and study at the same time then people that cannot study with music playing in the background. â€Å"It breaks you out of Just t hinking one way,† said Dry. Teresa Leslie, an assistant professor in the music therapy program at the University of Miami.In biological terms melodious sounds help encourage the release of dopamine in the reward area of the brain, as would eating a delicacy, looking at something appealing or smelling a pleasant aroma† said Dry. Amid Sod. That being said listening to music in the classrooms would bring a positive vibe to students as dopamine releases â€Å"good† feelings. Students who are in a better mood give the teachers they are with a better attitude, meaning that they do not deal with kids who are in a bad mood due to the fact that the dopamine did not release Into he reward section of the brain.When students have a good attitude they are more than likely to learn better. And If students learn better they will get a better grade. When students listen to music In class It passes time faster and then they will not be rushing to finish before the bell rings to go to their next class. Cons of listening to music with headphones In class are equally Important to the pros of using headphones In class. One of the cons being that It may create an antisocial classroom environment with everyone listening to their music and not participating tit their peers as often as they would If they did not use headphones.Another con would be subliminal messages In songs that the kids are unaware of, changing their way of thoughts about certain things. Also If an alarm or announcement were to go off the students would not be able to hear It as their music may be up to loud. As you can see listening to music with headphones In can benefit the students and teachers In their classroom environment, In both good and bad ways. Even If It's for certain days of the week students should be given the chance to prove how they learn with USIA.I'm not saying that they need to listen to the music constantly because they still need to pay attention to lectures or presentation s from others. And It should be Individually discussed between the student and teacher. So If It makes the loudest and most difficult student to teach be able to learn, why not try It? Music and why it should be used in schools By skeletally headphones in classes has more good outcomes then bad. Student's minds wander, kids who are in a bad mood due to the fact that the dopamine did not release into than likely to learn better.And if students learn better they will get a better grade. When students listen to music in class it passes time faster and then they will not be music with headphones in class are equally important to the pros of using headphones in class. One of the cons being that it may create an antisocial classroom environment with everyone listening to their music and not participating with their peers as often as they would if they did not use headphones. Another con would be subliminal messages in songs that the kids are unaware of, changing their ay of thoughts about certain things.Also if an alarm or announcement were to go off the students would not be able to hear it as their music may be up to loud. As you can see listening to music with headphones in can benefit the students and teachers in their classroom environment, in both good and bad ways. Even if it's for certain still need to pay attention to lectures or presentations from others. And it should be individually discussed between the student and teacher. So if it makes the loudest and most difficult student to teach be able to learn, why not try it?

Making the redesign work this time Essay Example | Topics and Well Written Essays - 1750 words

Making the redesign work this time - Essay Example All of these are dependent to a number of participators, namely: change-recipient, -implementer, -planner, and -administrator. Aside from the organizational sector, other sectors are also at play in the midst of change. They may include the social, economical and the political sectors per levels of community, public or private entities, and the regional and national authorities. Reacting to change was largely partitioned into two: through resistance or allegiance. The health care facility chooses the latter but is not ignoring the existence of the former. Rather, the facility wants to take these two into consideration in redesigning the existing patient care delivery, and understand better and evaluate the feasibility of applying the administration’s recommendation of employing universal workers. After Merge The merge had left the facility with a redundancy of several staff positions; thus, the consequent reduction of workforce. Existing issues had to override with the concern on coping with the loss of compartmentalized service providers. The primary issue involve is the fragmentation of patient care delivery which resulted to poor coordination between service providers within the facility. In a fragmented delivery system, inefficiencies include failure to assist the patients and their families in navigating through the facility’s health care system, lack of service provider-to-patient accountability, absence of feedback collection systems and feedback-based improvement schemes, not systematized clinical records, and higher emphasis on â€Å"high-cost, intensive medical intervention† against the â€Å"higher-value primary care† (Shih et al., 2008). Furthermore, the patients are well aware of these inefficiencies, having â€Å"frequently reported† the several instances of coordination breakdowns (How, Shih, Lau, & Schoen, 2008). Evidently, a fragmented system of delivery is not enough to achieve higher efficiency in delivering health care services. The assessment of the facility’s current system of patient care delivery

Opportunity, direct and indirect costs Assignment

Opportunity, direct and indirect costs - Assignment Example Suppose I decided to watch the Brazil – Argentina match at the expense of watching England-Germany match. Using modern technologies, I can definitely record the England-Germany at the time of watching the Brazil – Argentina match. In this case, I am reducing the opportunity cost of losing the live telecast of England-Germany match. However, it is quite possible that the England-Germany match was more interesting and the Brazil – Argentina match was quite boring. In this case, the indirect costs (foregone opportunities) are greater than the direct (out-of-pocket) costs. Suppose I am going for a tour in a rented car. Imagine the rent for the car per day is $1000. If I go alone, I have to pay the whole amount myself. On the other hand, if I go along with three other colleagues, I have to pay only 250 dollars per day. In the first case, the marginal cost was $ 1000 whereas in the second case it was only $250. In short, the marginal cost of renting a car will be reduc ed considerably if the number of passengers increases. It should be noted that if I rent the car alone, $ 750 will be wasted as sunk cost. I am reducing the opportunity cost of losing the live telecast of England-Germany match. However, it is quite possible that the England-Germany match was more interesting and the Brazil – Argentina match was quite boring. In this case, the indirect costs (foregone opportunities) are greater than the direct (out-of-pocket) costs. Opportunity cost of an activity is usually calculated based on the next best alternative of that activity.

Good Ethics in Good Business Assignment Example | Topics and Well Written Essays - 3000 words

Good Ethics in Good Business - Assignment Example There are conflicting studies regarding the link between good ethics and profitability in the short term, however, it does appear that good ethics can help a company achieve a strong long-term business model. Conversely, in the cases of Enron, Parmalat, and Merrill Lynch for example, a business ethics-related scandal can cost billions of dollars and even the destroy a company. Empirically, ethics or the lack thereof, can be a wild-card factor that can either improve or cost a business. More or less, good ethics serve as an insurance policy against corporate implosion and can help establish long-term customer and employee loyalty. In today's business culture, however, profitability is still the trump card, even amongst a trend toward greater corporate social responsibility. To understand what good ethics are, a clear definition of ethics must be made. The reality is that among others, there are two major separate and at times, conflicting paradigms regarding a preferred business model. The prevailing model in modern business, an open-market model, relies philosophically on Adam Smith's lassiez faire approach, that unadulterated market competition will always yield the most effective results. In theory, a pure open market system abhors any form of market interference, as it will only work counter to the maximization of an economic system. On a practical level, this type of competition finds its way into the investment markets. Large corporations are constantly under pressure to showcase their value in the form of stock prices, earnings reports, and prognoses for increased profitability in the near future. It would be considered unethical in this model to interfere with the natural conduct of business. Advocates of this model are by nature, against regul ation. The other model, which focuses on corporate social responsibility, is a more holistic approach that includes the social consequence of a company beyond its shareholder obligations. Therefore, good ethics are measured by the benefit to all entities that come in contact with a company directly or indirectly, from shareholders, to customers, to employees, to subcontractors, and to the environment. This type of model, which has been recently adopted by the United Nations, is challenging the traditional bottom-line approach and redefining the meaning of good ethics in business. The open market model has been the prevailing model of big business since roughly 1980, following international economic turmoil, believed to have been caused by an over-regulating economic philosophy from both sides of the Atlantic Ocean. Deregulation, desperation, and temptation have invited many ethics scandals in recent memory, from European scandals in the 1980' and 1990's to the U.S. based global corporate scandals in the early 21st Century. Lloyds of London for example, one of the largest insurances providers in the world, narrowly avoided bankruptcy as a result of allegedly misrepresenting its profitability and the amount of liabilities in the early 1980's to its Names, or wealthy individuals who underwrite their policies. The scandal led to over $8 billion in losses as it rocked London's financial markets, and as Tony Blair claimed, "Lloyd's has committed the largest, most extensive and pervasive fraud in history (McClilntick, 2000)." Another large European company, Parmalat , has been accused

Countrywide Financial Corporation Case Study Example | Topics and Well Written Essays - 1500 words

Countrywide Financial Corporation - Case Study Example Riding on the avowed need to own homes occurring between 1996 and 2006, the mortgage sector of CFC grew tremendously, recording millions of mortgage originations in the years. The shift from prime to subprime mortgages seemed to propel the corporation to greater success. This stemmed from, seemingly, the favorable terms that came with the package. The credit score of the borrower, the down payment and the debt-income ratio were all low, thereby spurring the lower middle and the low-income populations to take advantage of the offer to own homes. These factors significantly contributed to the growth of CFC. The developers of real estate also took full advantage by setting up houses and then selling them later to repay the mortgage, at the equivalent time making a handsome profit (Eastburn, 2011). However, due to the soaring risk involved in lending monies to unsecure and irregular workers in the lower class, cases of mortgage defaulting arose. This was, further, un-helped by the decisi on of the corporation to offer unsecured loans. The bursting of the housing bubble in 2006 further added to the woes as the prices of houses plummeted and cascaded down, the investment capital and interests following closely behind. The inability to repay mortgages was apparent since further loss of jobs and economic strains set on those who had taken the loans (Eastburn, 2011). Whereas it was profits all through for the corporation as far back as time of establishment, the dawning of reality of registering losses was hard to handle. Attempts to revive the corporation by all measures, including acquiring loans and cutting of staff did not help (Eastburn, 2011). The further collapse of the corporation stemmed from the incentives payable to the partners and the rest of the executives. Issuance of unsecured loans to the financially unstable working class did not help matters due to loss of jobs. Eventually, the Bank of America, ending an era for the CFC, bought it. SWOT ANALYSIS Streng ths of a corporation or business setup predominantly show the abilities to stand up to challenges brought about by competitors and any arising changes in the market. Countrywide Financial Corporation, CFC, provided long-term mortgage loans of more than twenty years having a loan-value ratio of over 60 percent, normally 80-85% (Eastburn, 2011). The loans provided to those aspiring to own homes (the loaned) did not need balloon payments when their terms expired; rather the payments spread over the whole life of the loan. The availability of the mortgage across all sections of the population made CFC show a difference from the other mortgage and home financing institutions. The setting up of offices all across the United States further improved accessibility of the corporation by the populations, promoting interactions and selling of mortgages. Weaknesses of a business setup, on the other hand, exhibit the vulnerability to the market changes, competitors and product competition (Eastbu rn, 2011). The confirmation of discrimination based both on race and income ability tended to taint the CFC image. The discrimination, referred to as ‘redlining’, justified by taking into consideration the extra risk involved in lending to persons with unstable and irregular income. After receiving insurance against such persons, there was no way this discrimination could have surfaced. This presented itself as the case since the expectation for uniform lending in the mortgage industry required that they be so. The protection against market entry by other competitors seemed weak, thereby encouraging the entry of competitors who rubbed the profits the wrong way (Eastburn, 2011).

The Political Vision of Communist Manifesto Essay

The Political Vision of Communist Manifesto - Essay Example Marx does give credit to the contemporary Industrial Revolution to bring into existence a world market, aided and bolstered by the occupation of new colonies by the imperialistic forces. This Industrial Revolution has certainly led to progress and development in a scientific, commercial and communicative context. Yet, it goes without saying that the evolution and advancement of the Industrial Revolution supported and fed by the bourgeois elements is not merely materialistic and economic in its ramifications but does also have commensurate political ramifications. The bourgeoisie has not done away with the formal exploitative forces like feudalism and patriarchy to create an ideal world but has rather done so to remove all challenge and resistance to its advancement and growth. The bourgeoisie system and notion of economic growth simply cannot survive and expand without causing upheaval and disturbance in â€Å"the instruments of production â€Å"and â€Å"the relations of producti on†. Hence, as expected, the rise of the bourgeoisie has done away with all the hitherto existing notions of â€Å"national industries† thereby annihilating all the localized notions of belonging and allegiance. Yet, the irony of the matter is that the bourgeoisie concept of growth is not merely limited to profit accrual and limited domination. In contrast, the bourgeoisie intends to perpetuate its domination by remolding the existing socio-economic and politico-cultural structures as per one’s vision and interests. Hence to extend a material and political form to such vision and ideals, it is imperative for the bourgeoisie to compress and coagulate all sources and forms of production, leading to the unchallenged concentration of property in few hands. That way it gets easier for the bourgeoisie to retain a grip over the things and to perpetuate one’s advancement and dominion in the times to come. The existing feudal relations and frameworks of property ho lding were simply not in consonance with the bourgeoisie intentions. Hence, they were systematically dismantled and set aside. In their place, the bourgeoisie put in place a seemingly just provision of free competition, while doing its best to twist the political and social norms to be in alignment with the essence of free competition. Yet, what went wrong with this change is that while molding the world to its vision, the bourgeoisie also brought into existence its own nemesis that is â€Å"the modern working class†. The bourgeoisie commoditized labor as any other factor of production. It homogenized labor by resorting to the mechanization of all modes of production. Yet the â€Å"labor† class created by the bourgeoisie is bound to emerge victorious very early, helped and aided by the existing technology and infrastructure created by the bourgeoisie. In its rift with the aristocratic classes, the bourgeoisie tends to solicit the support of labor. This not only gives r ecognition to the working class but makes it a magnet for the other marginalized and sidelined sections of the society. As the working class emerges into an essential bourgeoisie platform, it starts seeing the institutions set by the bourgeoisie like morality, law, and religion as simply the tools of extending the vested bourgeoisie interests.

Current Scope of the Hospitality Industry Assignment

Current Scope of the Hospitality Industry - Assignment Example It comprises of small as well as large businesses including five-star hotels, small restaurants, tourists guide services, gaming services, beverages and other diversified range of products and services offered. Overall, the industry at the global and local UK level is quite diversified and caters to the needs of the target market through either standalone businesses or through a network of different services offered across different service categories. The industry is currently employing over 2 million people who are either directly or indirectly related to the industry. In 2010, the industry witnessed an increase in the overall growth by registering a 3% increase in the number of businesses being opened in the industry. Apart from this, the canteen and contract food services are witnessing the consistent increase in the activity overall the period of time.1 Women comprise of the largest part of the overall workforce of the hospitality industry in the UK with restaurants having the youngest workforce in the industry. Data from the UK suggests that there was a decline in the number of hotels opened from 1995 to 2005 however, the number of small restaurants increased during the period. Pubs also witnessed an increase in the number of new businesses being opened during the same period. The overall range of services offered by the industry includes food, lodging, transportation, theme parks, cruise lines, event planning and smaller restaurants. The overall diversity of the industry, however, is dependent upon the availability of the leisure time and the disposable income of the target market. It is also, however, critical to understanding that the industry does not have the diversity in terms of its workforce. As mentioned above, most of the workforce comprises of women, however, in restaurants, the staff is usually young showing lot of energy and will to serve the target market.  Ã‚  

Sports Marketing Plan - a plan to increase interest and attendance for Research Paper

Sports Marketing Plan - a plan to increase interest and attendance for C.D. Chivas U.S.A. located in Los Angeles, California - Research Paper Example The services are presented to our esteemed customers are offered ad Chivas which is in Los Angeles, California. There are no particular criteria or method for accessing our services except for the tickets. It is our responsibility to ensure our target customers enjoy the entertainment. In this section, we major in the analysis of our competitors and the comparison with our services. Among our competitors are: Galaxy, NBA, and the choice to staying at home. We will examine the quality of service of our competitors. For instance, we will have to look into the times at which our competitors offer their games, the price of their tickets among others. As a service provider in a stiff competition market, we shall examine the strengths and weaknesses of our current competitors such us Galaxy and NBA. We will consider any competitor potential and with ability to influence the choice of our customers. At this stage we will provide a defensive and offensive strategic context so as to assess the opportunities and threats. This stage is very essential as a component of our corporate strategy. The entertainment industry has a wide scope and nature as sales depends on the customers’ enjoyment of the games. Our competitors who are Galaxy and NBA also offer similar services as we do and therefore quality of service we offer will distinguish us from our competitors. Our customers include every individual who enjoys watching games. We target teenage and young adult groups as our major customers. As mentioned before, the key success factor is the quality and cost of our services. Our competitors though offer similar services, we beat them in quality and our prices are also moderate and affordable to our customers. As a competitive strategy, we shall increase and multiply the number of our first time attendants. Possibly, we need to increase this by 500 people per game. The overall increase population is 9000 and we want to achieve this by October 31, 2013. In order to

Emotional and Behavioral disorders Essay Example | Topics and Well Written Essays - 250 words

Emotional and Behavioral disorders - Essay Example me of the common EBD conditions include affective disorders, anxiety disorders, schizophrenia, conduct and attention disorder, and adjustment disorders (Lehr, 2005). In general for the management of students with EBD in a classroom setting may not really be effective (Keller, 2002). The approaches that are chosen should be evidence-based and proven through empirical literature. The level of support provided to the students should be classified into 3 levels, namely, primary, secondary and tertiary prevention. At the primary level, problems are prevented from developing, and in general all the students are targeted through teaching appropriate behavior. Secondary prevention includes decreasing the severity of the problems and lowering the risks that may be present to the students. At the tertiary level, established problems are reviewed and appropriate interventions are implemented. Besides, the severity and duration of the negative outcomes are reduced using various measures (Lehr, 2005). Children with EBD may need placement for at least some duration of time in special classrooms that provide a structured environment for development. The outcomes in such an environment are more controlled and predictable. Students in such a program would be rewarded for appropriate behavior (Hewett, 2002). The teacher would constantly assess the needs of the classroom and demonstrate systematic teaching through several modes including discussion, presentation, modeling, etc. Behavior modifications may be required though behavior therapies such as positive reinforcement, contracting, etc. Supportive therapies in the form of music, art and exercise therapies may be needed to increase a self-understanding and self-esteem of the child (Council for Exceptional Children, 2011). One of the key elements in managing stress that may be required by teachers teaching children with EBD is self-awareness. Through self-awareness, the teacher is better able to understand the

Orangic Milk or Regular Milk Essay Example for Free

Orangic Milk or Regular Milk Essay Is organic milk really that better for you? That was what I was thinking when we were discussing that in health class. Coach Deyo gave good ideas, but I still had my doubts. Because people have been drinking regular milk a long time and no one has died from it or didn’t get enough nutrients from it. So, why do people say organic milk is better for you. I was looking at a website called Men’s Health. It gives a few ideas about organic milk and regular milk. One thing said on the website made me think, why waste the money on organic milk if it doesn’t give you the effects you desire. â€Å"There are differences between organic and conventional milk production, but they may not have the effects consumers expect, says Thomas Overton, Ph. D. , associate professor of animal science at Cornell University. † After I read this I was thinking maybe it’s all in the consumers mind that organic is better for them. Maybe that’s what the organic milk farms want them to think. The website also states that you get the same stuff from organic milk in regular milk. â€Å"For one thing, it’s not any healthier. â€Å"An eight-ounce serving of regular milk offers the same nine essential nutrients—including calcium, vitamin D, and potassium—as a glass of organic milk,† Mangieri says. † So, people that say they drink organic milk because it’s healthier for you are not correct, it’s basically the same type of milk just the cows are feed differently. This is what I read that gave me that idea that the organic dairy cows are just fed differently than the regular milk cows. â€Å"Are fed only organic grains, free of synthetic fertilizers and pesticides; get at least 30 percent of their feed from pasture; aren’t treated with antibiotics, or with bovine growth hormone to increase milk production. † The website was talking about how organic dairy farms feed and treat their cows. In my opinion, that’s a good thing that they are being fed organic grains and not treated with growth hormones. But, why does it matter if it’s going to be the same kind of nutrients. Also I read in the website that both types of dairy farms have to go through a test for antibiotic residue. â€Å"There’s also no distinction in terms of unwanted ingredients. All organic and conventional milk is tested for antibiotic residue, and any milk that contains it is removed from the food supply. † In conclusion I think it’s all up to the consumer. If the consumer wants healthier milk for him or her, you could decide between both milks. If the consumer wants milk from a cow that’s fed and treated right then they should decide to get organic milk. But for me if I drank milk, I would decide to pick the one that gives you the nutrients you need and not break my wallet.

The wire showing its resistance Essay Example for Free

The wire showing its resistance Essay I want to find out how the length of a wire changes the amount of voltage and current flowing though the wire showing its resistance. My prediction for the experiment is that as the length of the wire increases the resistance will also increase and as the wire decreases so will the resistance. I think this will happen because the loose electrons are being transported around the circuit and the wire will provide resistance to these, as it is like passing through a sponge rather than air. And so as there is more wire or sponge to pass through it will take increasingly longer and that is why I predicted that. I will change the length of wire between 20cm and 100cm in intervals of 10cm each of these lengths I will do 3 times at different voltages, which are 0. 3v, 0. 6v and 0. 9v. I think this is important to ensure a reliable average. I will measure the amount of voltage and current passing through the circuit. I will keep the voltage the same through each set of experiments e. g. at 0. 3v I will make sure there is 0. 3v at 20cm and 0. 3v at 100cm by using a variable power pack. I will keep the same wires that link up the circuit so that they have the same resistance for each experiment. I will keep the adjustable wire the same and use the same crocodile clips, voltmeter, ammeter and power pack to ensure a fair test. Doing a preliminary experiment helped me to decide what ammeter and voltmeter to use also what voltage to run through the circuit and how short the wire can get before overheating. It also helped me confirm my prediction. It helped me decide to use a digital voltmeter because it gave more accurate readings. The equiptment I will need Power Pack 5 wires Ammeter 1 metre of wire 2 crocodile clips Voltmeter Diagram Resutls Table and Graph. Length of wire (cm) Ex 1 Current at 0. 3 volts ( ) Ex 2 Current at 0. 6 volts ( ) Ex 3 Current at 0. 9 volts ( ) Ex 1 Actual Voltage (v) Ex 2 Actual Voltage (v) Ex 3 Actual Voltage (v) Length of wire (cm) Ex 1 Current x Actual Voltage ( ) Ex 2 Current x Actual Voltage ( ) Ex 3 Current x Actual Voltage ( ) Conclusion I have found out that the longer a wire the more resistance in that circuit which is exactly the same as my prediction. The trends and patterns are that the longer the wire the smaller the difference in current and resistance. As in experiment 1 the difference in resistance between 10cm and 20cm is 0. 16 but the difference between 90cm and 100cm is just 0. 01. The reason we got these results is because the longer or larger a circuit that the current has to pass through the more resistance there is for the current because the wire provides resistance to the current and the more of that wire the current has to pass through the higher the resistance is going to be. The results arent exactly what I predicted because I thought the graph would be a straight line and not curved, I dont know why this is. Evaluation I think that the experiment went very well and I got the results I predicted and did not have any odd results. My method was probably the best method for carrying out this experiment. I could improve it though by doing each experiment more times and at smaller intervals of wire size e. g. every 5cm. I could make the results more accurate by making sure the voltage was exactly what is meant to be e. g. 0. 6v not 0.605v. I think I have enough data to support my conclusion and the results are reliable however I could make them more reliable by doing each experiment more times. I think to provide more evidence for my idea by doing wires with different widths or thickness to prove that the more for the current to pass through the more the resistance. Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Electricity and Magnetism section.

Brand Management at Uber

Brand Management at Uber Uber Case Analysis BACKGROUND Uber is a taxi service that connects users with independent car drivers by just a push of a button on an app (Exhibit 1) (Uber, 2017).Uber is known for its accessible anytime and low cost to luxury services (Uber, 2017). Ubers’ value to its drivers is that it promotes additional source of income, flexible working hours, and those who can earn money for doing their hobby. It focuses on customers who do not own a car, like to travel in style, and prefer a cost-efficient cab. Uber’s primary competitors in the United States are Lyft, traditional taxi drivers, public transportation and car owners. It earns revenue by taking 20% commission on each ride, while the rest goes to the driver. Uber has shown continuous growth, with net revenue of approximately $5.97 billion in 2016. However, they have also been incurring huge losses over the past couple of years, and had losses of $3 billion at the end of 2016 (Exhibit 2). Lyft, Ubers’ main competitor, has had a dramatic inc rease in growth in the past years, while Ubers’ growth has stagnated (Exhibit 3). Investors have been pressuring the CEO to go towards an IPO because it will be an easier way to raise cash trading in the financial market. The CEO has been delaying an IPO launch because Uber is trying to smooth out all bumps as a private company before going public. Currently, Uber raises its capital through venture capital firms and it is valued at $69 billion (Abboud, 2017).   Ã‚  Ã‚   One of Uber’s key marketing strategy for acquiring new customers is through word of mouth, which allows the company to spend virtually no money on advertisement. 95% of Uber drivers have heard about the company from another Uber riders and for every 7 Uber rides, word of mouth generates one new customer. The word of mouth strategy and the referral program allowed Uber to rise in popularity in many cities around North America and internationally. At the end of 2016, Uber was successful in expanding to approximately   81 countries and 581 cities worldwide. However, in the span of just two months, three major incidents are now resulting in the company to be viewed in a negative light. These events have been damaging people’s perception of Uber and its brand image through social media and word of mouth, the same platforms that helped Uber gain popularity in the first place. JFK Airport President Trump signed an executive order of banning refugees from seven predominantly Muslim nations, which created outrage and chaos in airports. The New York Taxi Workers Alliance showed their support for detained refugees by avoiding John F. Kennedy International Airport between 6p.m. to 7 p.m. on 28th January. Instead of standing with the Taxi drivers, Uber decided to eliminate their surge prices around the JFK region caused considerable outrage on Twitter and caused an increase of search of this topic on Google (Exhibit 4). Uber’s surge pricing is a company practice of temporary raising prices of rides because of the high demand and insufficient supply of drivers. Customers and competitors perceived this decision either as profiting off the situation and/or supporting the President’s travel ban because lowered price allowed Uber to capture higher sales. Uber quickly responded by stating that they were not in support of the Presidents executive order nor were they trying to profit from the situation. Uber’s spokesperson has said that the decision to turn-off their surge prices was due to increased demand during the protest. The Uber CEO also spoke out against the executive order through Facebook to mitigate the storm of outraged consumers. However, this did not work, which eventually resulted to Uber CEO’s resignation from his position on the Presidents’ Economic Advisory Council. Social media activists created #DeleteUber that went viral, which was tweeted 222,000 times and caused 200,000 Uber riders to delete their accounts by having screenshots of themselves deleting the app and posting it through twitter (Exhibit 5). On the other hand, Lyft responded by donating $1 million to the American Civil Liberties Union, which is a civil rights group that is fighting the executive order in the US courts. This negative news reporting caused Lyft to increase its market share from 16.5% to 20.9% in the ride-hailing industry and the spending on Lyft by consumers spiked by 30% (Exhibit 6).The #DeleteUber caused 7% increase of users for Lyft, where more than half were previous Uber users before JFK incident(Exhibit 7). Furthermore, 81% of the users that joined Lyft deleted Uber permanently (Hinchlife, 2017). Following Lyfts announcement of donating $1 million to the American Civil Liberalities, it increased riders by 30%, whereas Uber had a 10% decrease in users at around the same time frame (Bhattarai, 2017). Additionally, this public relations nightmare encouraged and gave growth to new competitors in the New York City region, such as Juno. Juno has had a dramatic spike in growth at the end of January 2017, which could potentially make it a future competitor (Exhibit 8).   In addition, Uber’s rank in all app downloads   went down that day, which is valued at a $40 million loss. Lyft has surpassed Uber as the top downloaded app during the time of travel ban news report (Exhibit 9) (Williams, 2017).    Sexual Harassment Incident Following the decision for Uber to turn-off surge prices, a former engineer, Susan Fowler spoke out about her experience of sexual harassment and neglect by the HR department at Uber through her blog (Exhibit 10, 11). Susans blog was shared on Twitter 22,000 times, which encouraged more Uber users to delete the app. Marian Baldauf, former Uber user, said â€Å"When I read the woman’s blog it was just so deeply offensive and so wrong in so many ways that I just couldn’t do it anymore, so I switched to Lyft. I’ve taken two rides since and they’ve been wonderful†. CEO quickly responded that the company has hired US Attorney General Eric Holder to investigate the claims of sexism, sexual harassment, and Ubers’ culture. CEO also made a statement through its website that â€Å"Ubers number one priority is creating a just workplace†. A report has shown that women accounted for 15.1% of Uber engineers, product management, and scientist teams, which is lower than Google, Twitter, and Facebook. The CEO asked for Amir Singhal, Senior Vice President of Engineering, to resign due to not disclosing his sexual harassment allegations at Google.The VP of Product and Growth Ed Baker also resigned due to allegations of sexual harassment at Uber. The timing of these new revelations gave consumers more added incentive to delete the app. According to the blog post by Susan, when she started working with Uber, women accounted for 25% of the workforce. When she resigned the number went down to as low as 6% (Thomas, 2017).   Fowlers blog boosted Lyft’s market share to increase to 21.3% and it was consistent in all the four top markets in the US (Exhibit 12) (Jones, 2017). The #DeleteUber campaign during this time again exploded and caused more Uber users to delete their app. In the meantime, Lyft launched their services to 50 more cities during this time (Moscaritolo, 2017). Video: CEO v.s. Uber Driver The CEO was caught on camera shouting and being insensitive to an Uber driver Fawzi Kamal. Kamal, who has been with the company since 2011, confronted the CEO at the end of the ride in San Francisco for lowering prices for Uber’s luxury high end chauffeur service (Exhibit 11, 13).   The CEO was caught on camera saying â€Å"Some people don’t like to take responsibility for their own s†.   The CEO was forced to issue an apology to staff members and said that â€Å"it’s clear this video reflects me and the criticism we’ve received is a stark reminder that I must fundamentally change as a leader and grow up†. The CEO explained and responded by claiming to attend a leadership seminar and its reported that he will hire an executive to work alongside himself. This news report adds to the bad relationship Uber has with its own drivers leading to low driver loyalty towards Uber (Exhibit 14). Many drivers continue to be with Uber for the simple fact that Uber subsidizes their pay in many areas. However, Ubers goal is to lower its prices to beat the competitors, which leads to   a reduction in drivers’ salary. An Uber driver from California has said â€Å"I think a lot of drivers feel that Uber always looked out for themselves first and foremost and relegated drivers to a second tier†. 400,000 drivers have currently left Uber to go to its competitors. Competitors have marketed to drivers about their better compensation and tip app. However, drivers have explained that they do get more business with Uber due to its reach. Uber drivers’ compensation is around $15.97 per hour compared to the $13 but it does not account for gasoline, insurance, and the cost of the vehicle (Kuo, 2016) (Exhibit 15). Market research was conducted and it showed that most drivers will pick Lyft over Uber due to its tip app. The Rideshare Guy blog conducted survey that showed that 75.8% of Lyft drivers have said that they were satisfied with their experience with Lyft, while 49.4% Uber drivers are satisfied. Lyft drivers earn $1.82 more per hour than Uber drivers.The issue that caused this was due to the lowering of prices of Uber products, while the average trip lengths are 10.2 minutes per trip for Uber drivers (Exhibit 16 ). ANALYSIS Uber is a profit oriented business that, unfortunately, has made revenue generation its main goal rather than satisfaction of its customers. Uber has not realized that having a traditional approach to revenue gaining inevitably hurts a business nowadays rather than helps it. Uber is not taking into consideration other equally important factors, such as corporate social responsibility, that makes a business successful in a world that has become so small, that with just a click of a button, any negative review of a business revolves globally, defaming a business if it has profited unethically and unfairly. As of now, Uber has been highly criticized for three incidents in a period of just two months. Taking advantage of taxicab and taxi drivers that were striking for the â€Å"Muslim Travel Ban† is one of the most unethical financial decision that Uber took, which led to a global uproar. 200,000 Uber apps were deleted within five days when #deleteUber was created on social media. Analyzing this, the very first thing it is doing wrong, is over emphasising on revenue generation. Before the decision of not surging up the prices, Uber did not realize the backfire it would face from the millennials, its main target audience, who, around 61%, want to contribute for the betterment of the world. Hence, when Uber took advantage of the taxi drivers, who are predominantly from Muslim countries, its target audience was furious, as Uber’s view and its actions did not align with the perspective of the millennials. As shown in Exhibit 2, 2016 revenue increased by 14.58% from first quarter to second quarter, and there was a massive rise of 53.55% in the third quarter. By taking the average, the last quarter increase would be about (14.58 + 53.55)/2 = 34%, which is around $2278 million. Adding all the revenue, the sum net revenue for the year of 2016 would be approximately $6038 million. The number of active users in 2016 was 15.8 million as shown in (Exhibit 17),and hence the average revenue generation from one active user per year is 6038m/15.8m = $382.15. This can lead to the conclusion that because of the deletion of Uber App after this incident, there was a loss of 200000*382.15 = -$76.43 million. Even though they might have earned quite a lot of revenue by not surging up the prices for that one hour, they have, at the end, suffered a huge loss from their action.Because 81% of the 10% Uber users deleted the app permanently, this has caused high customer attrition rate who will ask their friends and family to delete the app as well. This will further harm the brand image and improve the chances of Uber’s competitors, like Lyft, to capture the customers. Moreover, its pricing strategy was extremely wrong during such a delicate situation. Uber’s decision of not surging up the prices was perceived as purely a decision of financial gain by most people. Others also thought of Uber supporting the Travel Ban mainly because of this pricing strategy. This will further increase the number of people perceiving Uber as only revenue generators, further defaming the company. Because of the vast reach of social media, good and bad information is always streaming into social networking sites.In case of Uber, this negative information has affected consumers’ perceptions and has deteriorated brand reputation built during Uber’s years of operation, until and unless Uber changes its perception and aligns its values with the values of its target customers. There are, however, other reasons that led Uber to take this poor decision in the first place, and that is lack of corporate social responsibility. Uber has been trying to expand to as many countries as possible. Though extremely hard, it has been very successful in expanding its business, thereby operating in 81 countries worldwide. However, seeing that it started as a business in 2009, it just took Uber less than ten years to expand this much, which can lead to the conclusion that Uber might have over expanded. Instead of creating brand equity and finding creative ways to satisfy its customers, employees and the community as a whole, Uber has focused mainly on expansion rather than making strategic decisions for itself. Also, because there are excessive legal, advertisement and operational fees every time a company operates in a new country, most of Uber’s revenue goes towards these costs, and hence it does not have any money for taking social initiatives that might resonate with its target audience. Its lack of money for corporate social responsibility after these expansion costs is a huge reason for taking such poor decisions that counteracts the brand image it intends to make for itself. Its lack of taking any social initiatives firstly contradicts millennials’ views of helping the world be a better place, and it also makes it harder for people to believe that what they did was unintentional and there was no greed for financial gain. Its image of being constantly perceived as a revenue generator does not help Uber in this crisis since this goes against Uber’s value proposition. Susan J. Fowler’s blog about sexism, gender disparity, and sexual harassment was another crisis that Uber had to face. The worst part, however, was that Uber had made no attempts to help her; instead they were threatening to fire her for her complaints to HR. After this incident, there was a third increase in searches on Google Trends (Exhibit 11), which resulted in more #deleteUber tweets. With 25% women working in Uber when she joined, only 6% were left after one year when she decided to quit. This doesn’t just show the unprofessional environment for its employees, but also the unfair treatment of women in 2017, a time when companies are trying strenuously to eradicate the discriminatory practices. The uproar against the blog was hard for Uber, though not at all surprising. Even though Uber has expanded enormously, it has not taken proper measures to keep a professional environment for its employees. In today’s competitive environment, a company this big should provide a proper HR facility to its employees; where their concerns can be heard and willing to take proper action be taken if any problem arises. Instead, it seems like no proper guidelines about how to behave in a workplace are given to its employees. Even if employees are told about them, no strict action is taken against those who break the rules. Hence, it motivates people like the manager to continue their unethical and illegal behaviour as the HR is doing nothing to show its employees the consequences of their actions. For a workplace of only 6% women, no new woman would want to even apply to such an organization, especially after reading this blog that is available for everyone to see worldwide. It wont just defame Uber in America, but all around the world for practicing such sexist acts against women. Even the existing small percentage of women working there would also end up leaving, even for lower pay if they are given a comfortable environment to work in and more opportunities. Having only 3% engineers who are women is also quite disturbing as there is a huge gender disparity, leading to a discouragement of both men and women to work there. As a result, they may lose the chance of working with some of the best talent, who may end up going to work for Uber’s competitors. Moreover, not giving a promotion to employees when they are fully worthy of it, and then lying about it for manager’s personal gain of looking good as he has more female engineers working for him, shows political instability within the Uber environment, which can be demoralizing for all its employees, resulting in loss of motivation, reduced efficiency, and effectiveness. This can also highly increase the chances of lawsuits filed against them, which will not be helpful for Uber’s already weak situation. Uber is also highly likely to lose the lawsuits as many of its employees have records of what they did, just like Susan had. This will also lead to huge costs, which Uber cannot afford, with what so much going on. Furthermore, management’s failure to provide clear and concise goals will also lead to confusion among employees and a loss of commitment, not just to the task but to Uber as well. This event, hence, can also lead to the conclusion that Uber, as a team, is not working together towards improving the brand image and its brand equity; due to this, they end up making independent decisions that are not suitable for the whole company. Although keeping customers and internal employees satisfied is a pinnacle for any business success, ensuring external employee happiness has also never been a priority for Uber. In fact, Uber failed to realize that happy drivers would mean efficient employees, better work cultures that translate to happier customers. Mistreatment of its drivers and the video going viral (Exhibit 11) are some of the factors that led to the deterioration of its brand over years as the loss of drivers led to slower growth rate compared to its competitors Lyft (Exhibit 3). Hence, these negative reviews and mistreatment of drivers can be a threat for Uber by affecting future driver’s ability to drive for Uber and instead drive for competitors, which can hurt the company’s brand equity (no one wants to be involved with immoral company) as the drivers are the main channel for bringing sales and connecting with users. Due to this, Uber lost $1.27 billion in first half of 2016.   Keeping employees satisfied is important but Uber losing 400,000 drivers mean more cost of hiring new replacement drivers, which can be time consuming and will inevitably increase Uber’s expenses. This loss was due to drivers being unsatisfied because compared to the competitors like Lyft   uber drivers did not have a tip app and as a result they were required to work long extensive hours each week to make up for it due to most Uber users not having cash on hand. For instance, in order for a driver now to make $50,000, the breakeven point for the drivers to drive to reach this point is 60.21 trips each week (exhibit 15). This can put a lot of stress on the drivers and provides drivers with fewer opportunities to grow within Uber, which results in frustration for drivers. As a result, Uber’s weakness of not compensating the drivers to keep them satisfied is another reason for leaving Uber as they can get much higher pay through working with Uber’s competitors which means higher turnover rate. For Uber the opportunity to get back on a steady growth lies in their ability to further prevent losing their drivers because without drivers Uber would cease to exist in future.If consumers and drivers were to continue to share their frustrating experience with Uber, these bad information streaming in social media networks can affect the perception that people feel about the brands which can deteriorate its brand for long period of time (Exhibit 5). Through CSR, firms can build their reputation, competitiveness; drive innovation and thus leading to sustainable profits, which Uber failed to do so. By not building employee (internal & external) and customer   loyalty lead to less attraction of new investors because Uber does not have a good visibility of their sustainability and do not show transparency in their decisions that will create sustainable development of society. In conclusion, Uber needs to communicate a better image to the customers. They need to modify their value proposition, and emphasize on making social change instead of just focusing on low cost and easy access (Exhibit 18). They need to understand that social media is a very important aspect in the lives of the millennials, and they should use it to their advantage by spreading a better image of themselves. Their actions are not going to be tolerated by their core customers if its value proposition does not resonate with them. Being professional in the workplace, having a strategic management that focuses on making strategic decisions that are going to help Uber generate money not only in the short run, but in the longer run as well, and focusing on satisfying their employees and customers is going to make Uber successful in this era. Uber hence needs to seriously rebrand itself if it wants to survive in this market. RECOMMENDATIONS Firstly, Uber needs to have a public apology for their actions in the last few months before Uber rebrands on social and live press conference. In each of the three incidents discussed in analysis, never once did Uber directly apologize to the public for its mistakes. Nowadays, the general public places an extremely high value upon clarity and transparency, and hence coming clean and admitting that they have spent numerously on less important aspects when they should have tried to launch social initiatives is one step closer to rebranding itself. Also, Uber needs to explain how it is initiating changes to make up for mistakes so that it will not happen again in the future. This should stop outrage and reduce harm done to the company as a result of widespread of negative publicity. Secondly, Uber needs to replace the current CEO, Travis Kalanick. Uber can make him a part of the board of directors with most voting shares instead of keeping him as the face of Uber. This is because the CEO is directly or indirectly responsible in all three incidents. The public will very likely hold the CEO responsible for all three incidents or associate him with negative publicity since he is the face of the company. Thus, rebranding changes would not be as effective if Kalanick remains the CEO. Hence, replacing him is vital if Uber wants to make changes and want the public re-evaluate Uber based on the changes made. The new CEO should be a woman that has experience running a business, is a women’s’ activist, has experience with CSR, and has helped with rebranding. Giving an important position to female would suggest gender equality which will offset the negative effects caused by Susan’s sexism blog. A CEO with these qualifications would be able make better decisions for Uber to get it through this difficult time. Thirdly, involving Uber drivers in the decision making process by hosting a Company Town Hall meeting for all Uber drivers in each city per quarter to discuss Uber agendas, driver concerns, and new opportunities. This can improve Ubers’ turnover because more Uber drivers will understand the business decisions of the company. This meeting will also address concerns of drivers because over the years they have felt that their concerns are not being met and taken into consideration. They can do this by sending surveys and questionnaires via email related to any decision that might directly affect the drivers. Also, emails can be sent after every meeting regarding the conversation so that even those drivers who were not able to attend will have a better idea of what is happening in Uber. Moreover, Uber should create a loyalty program that encourages more drivers to stay with Uber, thereby reducing turnover. This loyalty program will judge the drivers under two criterion; number of rides and drivers’ ratings. The driver will be considered more valuable when the number of rides are high and they get consistent high ratings. There will be three levels; bronze, silver, and gold. If the driver reaches 2000 rides in one year with consistent high ratings, s/he will earn a bronze medal, which provides incentive of a $50 gift card to their favorite retail store or 3 free meals at a restaurant of their choosing. If the driver reaches 2800 rides in one year with high ratings, they will earn a silver medal where Uber provides them with a $100 gift card and 6 free meals at any restaurant of their choosing. If an Uber driver reaches 3500 rides in one year and be in the top 50 rated drivers in their city, they will have earned a Gold medal. This gold medal will give the Uber driver free gym membership (to show that Uber cares for their drivers’ health), $100 gift card, and will give them 90% of the rides hare money than the 80% for the Silver and Bronze. The Gold drivers will also be recognized in the Company’s Town Hall meeting as a recognition of their hard work and loyalty to the company. Because this program is a goal oriented approach, it will give Uber drivers more motivation to stay, as they are recognized in the decision making process and are given benefits. This will hence inevitably change the perception of the company. Also, encourage Uber drivers to have a video camera in their cars because it will bring more safety for the drivers and allow Uber to adjust their ratings due to false claims by customers because there will be proof that the driver was not at fault. Uber management should also look over the data of the rating of drivers to make sure that discrepancies are found to show that drivers’ ratings are important for the company. Uber should also start a tip feature because most of the customers do not carry cash with them as it is done through the Uber app. Therefore, creating a feature where the drivers can earn tips can provide them a way of earning more money which will further motivate them to stay with Uber. Furthermore, it should change its HR team, and hire individuals who have proper knowledge and experience in maintaining a safe and motivational environment for its employees. A good HR team that is approachable, respectful, just, motivated, and innovative will slowly but inevitably win back the confidence of its employees, who can then be more motivated and efficient, and work towards rebuilding the perception of Uber as well. The new HR team should carefully select diverse talented employees who can fit in and be successful in the new work environment of Uber. Additionally, training should be provided to the new employees, with a separate conference about sexual harassment in the workplace; which talks about what sexual harassment is, what to do and whom to go to, what must be done and the consequences of harassment. Showing that in the beginning will ensure that new employees know how important safety of its employees is to Uber. A guidebook should be provided to every new employee so that everyone has a written copy about the rules of Uber’s culture. There should also be brochures on the boards, on which clear guidelines should be provided for anyone who faces harassment. A safe and just environment will hence not just motivate men to apply, but also gain back the trust of women. Uber will be able to then increase the number of women employees in its company. On top of that, it should build a whistleblowing department where anyone can report legal or ethical concerns while being anonymous. Simultaneously, whistleblowing should not just be legal, but should be encouraged within Uber, so that employees are motivated to speak against unjust actions and Uber can maintain a company where it internalizes fair and just policies for everyone. Moreover, there should be evaluations of employees as well as managers every six months. Managers should evaluate their subordinates but the employees should also get a chance to evaluate the managers so that managers’ skills and effectiveness can be measured, and proper feedback as well as training be provided if they lack certain skills as a manager, which will help them grow within the business. When it comes to the employees, feedback should be provided, and follow-ups should be mandatory for employees to help them acquire greater skills and help them grow for more growth opportunities within the workplace. Moreover, the value proposition and the colors of the brand logo need to be changed to mark major changes that are about to occur. As mentioned in the analysis, Uber needs to modify value proposition to emphasize social changes and show that Uber cares about society too. Uber’s current value proposition is too mechanical and lacks emotional component to it, which leads to the perception of Uber being a revenue generator. Uber’s logo should be changed to purple as it represents nobility, royalty, peace, pride and dignity; all of which should represent Uber. Value proposition that focuses on social initiatives should be written and posted clearly on their website for easy access to everyone. With the right colors and the right messages, consumers’ willingness to give Uber a second chance will rise and Uber can be successful in re-branding itself.    Lastly, what Uber must do is think up of a creative way to help better the society. Hence, in our opinion, Uber should set $200,000 apart and sponsor refugee families from different countries. Because it takes on average $30,000 to sponsor a family of four, targeting for five families this year is more than enough. Uber should then have a separate team that helps them settle in, and help them with the driving licenses so that they can work for Uber to generate income. This will slowly minimize people’s perception of Uber as a revenue generator and expander, and people will start thinking of them as a company that wants social change. Pictures of the refugees and their stories should be the first thing that people should see when they open their website. Because word of mouth was the main source of advertisement before, they can change that to making visual ads for YouTube advertisement that cannot be skipped, where stories of refugees and how Uber helped them is emphasized. The campaign name should be catchy, for e.g. â€Å"We Change, They Change, Life Changes,† which will force people to see how Uber is striving to change. In the longer run, however, they can also start a women empowerment initiative in third world countries which will further improve their image. These are some of the mandatory changes that Uber must do to survive within this competitive market. However, it needs to realize that being innovative is just not enough nowadays as that does not set you apart from the competitors; a company needs to take social initiatives, be ethical, and focus on CSR to have a competitive advantage. Hence, Uber needs to realize that while these are the answers to the current problems, it needs to internalize these solutions within its environment and take continuous social actions in the longer run, to help make a difference. Bibliography Abboud, Leila. (2017, March 16). Uber’s $69 Billion Dilemma. Retrieved from March 17,2017 from https://www.bloomberg.com/gadfly/articles/2017-03-16/uber-needs-to-get-real-about-that-69-billion-price-tag Fowler, S. J. (2017, February 19). Reflecting on one very, very strange year at Uber. Retrieved March 11, 2017, from https://www.susanjfowler.com/blog/2017/2/19/reflecting-on-one-very-strange-year-at-uber Google. (n.d). Google Trends. 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Retrieved March 09, 2017, from https://www.forbes.com/sites/ashleystahl/2016/04/28/a-millennial-manifesto/#58ca08192616 Uber and Lyfts Growth Is Slowing in Most Major U.S. Cities. (2016, October 12). Retrieved February 28, 2017, from https://skift.com/2016/10/12/uber-and-lyfts-growth-is-slowing-in-most-major-u-s-cities/ The 5S principles of crisis response. (n.d.). Retrieved March 19, 2017, from http://eng.hi138.com/marketing/200406/192595_the-5s-principles-of-crisis-response.asp#.WMMquPWcGW9 Toossi, M. (2002, May). A century of change: the U.S. labor force, 1950–2050. Retrieved March 18, 2017, from https://www.bls.gov/opub/mlr/2002/05/art2full.pdf Uber Cities. (n.d.). Retrieved February 28, 2017, from http://uberestimator.com/cities Uber Fare Estimator & Surge Prices. (n.d.). Retrieved February 28, 2017, from http://uberestimate.com/ Uber – SWOT analysis. (2017, January 29). Retrieved February 28, 2017, from http://blog.cayenneapps.com/2015/02/09/the-swot-analysis-for-uber/ Uber. (n.d.). Retrieved February 28, 2017, from http://adsoftheworld.com/taxonomy/brand/uber Youtube. (2017, Feburary 28). Uber CEO Apologizes for Disrespectful Interaction With Driver. Retrieved March 17,2017, from https://www.youtube.com/watch?v=ZHKfvnnXVDI Exhibit 1 Exhibit 2 Exhibit 3 Exhibit 4 Exhibit 5 Exhibit 6 Exhibit 7 Exhibit 8 Exhibit 9 Exhibit 10 Exhibit 11:Google Trend Sexual Harrasment &   Uber CEO Scandal Exhibit 12 Exhibit 13: Uber CEO Scandal Image and Conversation Exhibit 14 Exhibit 15 Exhibit 16 Exhibit 17 Exhibit 18 Exhibit B: SWOT Analysis

Appeal to Aesthetics in Death in Venice Essay -- Literary Analysis

In the late 19th century decadence was a tremendously popular theme in European literature. In addition, the degeneracy of the individual and society at large was represented in numerous contemporary works by Mann. In Death in Venice, the theme of decadence caused by aestheticism appears through Gustav von Achenbach’s eccentric, specifically homoerotic, feelings towards a Polish boy named Tadzio. Although his feelings spring from a sound source, the boy’s aesthetic beauty, Aschenbach becomes decadent in how excessively zealous his feelings are, and his obsession ultimately leads to his literal and existential destruction. This exemplifies how aestheticism is closely related to, and indeed often the cause of decadence. Although the narrative is about more complexities, the author’s use of such vivid descriptions suggest the physical, literal aspect of his writing is just as important to the meaning of the story. The first and most obvious instance of aestheticism and decadence as correlating themes in this story is the title, Death in Venice. By fore-grounding the name of the city in the title, Mann is highlighting the city's key role in the unfolding narrative. Mann aligns the word 'Venice' with the word 'death' in the title. This creates a relationship between these two words - the word 'death' strongly infuses the word 'Venice' with all its connotations. Death and decay are important ideas within the context of decadence. By shear nature the title relates the concepts of death and dying to the city of Venice, which implies that the location is where a death will occur. However, this is paralleled by the opening of the story when Mann drearily tells of Aschenbach’s stroll through Munich. In the reading of this passage it ... ...nternally decadent through his indulgence in Tadzio’s appearance. He then changes his appearance to please his idol which in turn corrupts himself by turning him into the type of decadent man he once despised. These themes of aestheticism and decadence, not in juxtaposition but in duality, are used frequently by Mann throughout the novella. Works Cited Mann, Thomas, and Clayton Koelb. Death in Venice: a new translation, backgrounds and contexts, criticism. New York: W.W. Norton, 1994. Print. Ritters, Naoimi, and .Jeffrey B. Berlin. "the Tradition of European Decadence." Approaches to teaching Mann's Death in Venice and other short fiction. New York: Modern Language Association of America, 1992. 86-92. Print. Shookman, Ellis, and Rene-Pierre Collins. Thomas Mann's Death in Venice: a novella and its critics. Rochester, NY: Camden House, 2003. Print.

Essay --

Review of Literature We live in a world where academic succession leads to better opportunities and a prosperous life. But in order to obtain academic language and understanding, a person has to be successful in reading. It is said you cannot do well and achieve in Science, Social Studies, and Math if you cannot read and apprehend what you read. How could you understand a Science lab report, how could you analyze a History article, and how could you solve a multiplication word problem if you cannot read? Reading is crucial. Learning to read begins at home. â€Å"Parents play a key role in their children’s literacy development and school success† (Piper, 2010, p.48). In a national survey of 22,000 public schoolteachers, 90 percent indicate that a lack of parental support is a problem (Carnegie Foundation for the Advancement of Teaching, 1988). In order for students to succeed academically in reading it is important for parents to get involve and assist their child with endless effort and time. Schools are required to educate a child, but teachers cannot do the job alone. More burdens are placed on teachers with less support from home (Lickona, 1991). This literature review was embarked on in an effort to investigate the question: how does parent involvement at home with reading fluency strategies affect students’ performance with automaticity and prosody? Researchers focus on ways to encourage and engage parents to get involve in their child’s education and disseminate what effects of parental involvement in reading have on the improvement of students’ reading fluency. This literature review scrutinize: ways to overcome obstacles or barriers of parental involvement, the importance of... ...hols, W. D., & Rickelman, R. J. (2000). Effects of parental involvement in developing competent readers in first grade. Reading Psychology, Vol.21 Issue 3, p. 195-215. Mapp, K. L. (2003). Having their say: parents describe why and how they are engaged in their children’s learning. School Community Journal, Vol.13, No.1, p. 35-64. Lincoln, USA: Academic Development Institute. Morrow, L. M., Kuhn, M. R., & Schwanenflugel, P. J. (2006). The family fluency program. The Reading Teacher, Vol.60, No.4, p.322- 333. Musti- Rao, S. & Cartledge, G. (2004). Making home an advantage in the prevention of reading failure: strategies for collaborating with parents in urban schools. Preventing School Failure, Summer 2004, Vol. 48, Issue 4, p. 15- 21 Piper, L. E. (2010). Parental Involvement in Reading. Illinois Reading Council Journal, Spring 2010, Vol. 38, No.2, p. 48-51.

Reading Between the Lines of Life :: Personal Narrative Essay Example

Reading Between the Lines of Life    Two years ago I was selected from a group of over fifty applicants to become an exchange student. It was not until later that I learned that Germany was where I was to be sent. Although at first I was apprehensive to go to Germany because I didn't yet know the language or much about the country itself, I soon discovered by living there that it was one of the best things that could possibly have happened to me. There were large changes that occurred in my life, but probably the most important and dramatic of these changes was the one that occurred most slowly.    Over the course of my time in Germany I learned to see that people think differently and have ideas that differ from my own. I learned not to be selfish and think that the only right is what I think -- but rather that others may also have ideas that are just as good and deserve to be more carefully looked at.    When I arrived in Germany I was overcome with a sense of awe mixed with anticipation for what was to happen. I saw all about me different scenes and one acts of the daily life which was constantly playing around me. Everything, which the Germans did, was so different, especially when it came to driving. I feared that I would not even survive the trip from the airport.    I did survive the trip to my host family's house. That is where I began to learn that people solve problems in a way that best suits their predicament. Due to the limited space at my first house they had a shared communal garden. They ate different foods than we Americans, they spoke in a different manner, and they even dressed slightly differently. All these differences, I later learned, stem from a difference in the way they thought. While at first these differences seemed uncomfortable I later learned to accept them for what they were.    I feel that my acceptance of the fact that we all have differences, was a major turning point in the way that I think. I saw that although opinions may differ that one person isn't necessarily right and the other wrong. Sometimes it is important to realize that people differ as do their ideas, but the most important fact is that we be able to work out our differences and realize that we are truly all working together.

IBM Essay

IBM is a multinational corporation that deals with communication technology, designing and selling of networking services. The company employees over sixty six thousand employees, its annual revenue as per 2008 was over thirty nine billion US dollars. It has its headquarters in New Orchard Road Armonk, New York. IBM is one of the top ten companies in the world that has been the most successful in acquiring other companies. Some of the best companies it has acquired have made it expand its operations as it integrates new skills and technology. IBM stands for International Business Machines. The company has won a good number of awards as it continues to receive recognition as the best in computer networking services. A part from networking business, the company is also involved in training programs to ensure empowerment of employees in the area of modern technology, Pugh (pp 20-26, 1995). It is also involved in environmental sustainability to maximize energy use. Despite the company being founded many years ago when technology was not at its peak, it has continued to make adjustments that has made its products to stand the taste of time. The company is sensitive to technological innovations and is therefore quick to make the necessary adjustments to its product. Being a networking industry, it believes in working with other companies to enhance sharing of ideas. Its consumer oriented focus has made it to diversify its productions. The company has always responded to the needs of consumers by reaching them despite their geographical locations. The company has several branches in other nations making their products even more accessible. IBM has had visionary leaders who have always strived to produce quality services. The current CEO, Samuel J. Palmisano is credited for his quality leadership that has made him work with reputable organisations. He is a focused leader who clearly understands his role as a CEO of IBM system. The company continues to grow strategically as its employees enjoy a good remuneration. Background of the company Harlow Bundy who was a manufacturer of time records founded IBM which was previously referred to as ITR in 1906. He moved his time recording company from Binghamton to Endicott in 1911. ITR merged with two other companies to form IBM. In the early years of its inception, the company employed three hundred workers bit by 1924 the employees had tripled to over nine hundred. The company had five buildings but by the end of ten years, the buildings had increased to twenty-five. Currently the company has numerous branches with thousands of employees. Currently IBM deals in products such as, IBM 650 RAMAC, the IBM 709 electronic data processing machine, the IBM 1401 data processing system and some of the System/370. The company was listed on the NASDAQ stock exchange. To enhance its operations, IBM liaised with other companies that would merge their products and talents. The biggest deal of the company was with star wind software. The company acquired Bundy manufacturing corp. , computing Scale Company, dey patent company, productivity solutions, green pasture software, trigo technologies and many more Thompson (pp 15-21, 1999). IBM has made several acquisitions, even though some have not been successful; it remains to be a leader in comparison to other companies in similar operations. During the dot com boom of 2000, IBM was the best in the world with a capitalization of over five hundred billion US dollars. By April 2009, the company had a capitalization of one hundred and four US dollars and still being ranked among the top companies. It was voted stock of the decade on NASDAQ. In 1990-2000, its7500 serious router was ranked third as the product of the decade. Apart from routing systems, IBM also deals in branch office routers, Ethernet switching, ATM networking, IP telephony, remote access and security. In 2002-2003, the company has received several awards namely; disaster relief and social responsibility in 2008, accessibility and kid smart in 2007, web adaptation in 2006 and reinvention education in 2005. The vision of the company is ‘we strive to lead in the invention, development and manufacture of the industry’s most advanced information technologies, including computer systems, software, storage systems and microelectronics. The revenue of the company is one hundred and three billion US dollars, net income is twelve billion US dollars, and total assets are one hundred and nine billion US dollars. The company has three hundred and ninety eight thousand, four hundred and fifty five worldwide. The records of stockholders are five hundred and sixty four thousand, two hundred and forty four.

Comm Reflective Essay

branch 1 My larn Journey in COMM101 Principles of Responsible occupation Initi on the wholey, before I convey this course, I take for al moods thought that a responsible commerce is exclusively master(prenominal) to balance the economic cycle. In my initial essay regarding responsible commerce, I menti aned about child labor beingness one of the biggest issue of irresponsible commerce, I thought the reason of it being much(prenominal)(prenominal)(prenominal) a big issue was be induce it would disturb the whole economical cycle.And I did non realize that responsible commerce would lapse different kinds of principles of ethics and elements in stock, by meat of this subject I harbour conditioned that ethical principles and standards in melodic phrase set up acceptable conduct in product linees which bear how management makes decisions. Business ethics reflects the philosophical system of business, one of whose aims is to determine the fundamental purposes of a comp both. However, behaving ethically is non quite the homogeneous thing as behaving lawfully, beca handling ethics be about what is right and what is ill- example enchantment law is about what is lawful and what is unlawful.What is wrong does non mean it is unlawful, for example, if a number one wood sees a car crash tour he was driving, ethically, he should guide stop his car to see if in that respect is any help that he could provide to the victim, but, still, it does non violate the law if he does not stop to help. It is the same in business. It would be ethical to take up uncomplete responsibility to take c be of the adverse subsequently earning so much lolly from the race but not victorious up the responsibility does not cause them to violate the law either.Another thing that I have intimate about ethics is that there are different principles to lay what is right or wrong. I would guide myself as a utilitarian because I have always thought that whether a matter is right or wrong depends on its consequence. If a soulfulness tells a lie, so that he would not ache somebodys feelings, he is ethically right. However, Kants theory is in lineage with utilitarianism. Kants theory judges a matter regardless of whether the consequence is trade penny-pinching or bad, the action, for instance, lying is wrong, and then it is ethically wrong.In the commercial adult male beings, Kants theory gives organizations satisfying rules to follow in honourable decision-makings. To Kantians, worship must be based on the categorical imperative because morality is such that you are commanded by it, and is such that you cannot take out of it or claim that it does not apply to you. (California State University) Corporations use Kants categorical imperatives to command unconditionally on what is right for their employees to do and what is wrong to do.Kants theory had besides taught me humanity as an end, never as merely a means, which means a perso n has his own inner worth and shall not be used by anyone for his or her benefits. (Shaw et. al. , 2009) entirely in my opinion, this principle is middling difficult to obey because, in reality, everyone is development each other as a means to benefit himself in raise to survive. For example, at a private college, a lecturer is hired to teach students who have paid tuition fees to the college. The college is use the lecturer as a means to vex in make it.On the other hand, lecturer is overly using the college as a means to beat income for himself when he receives salary after precept the students. This example has taught me that the application of ethical theories is not constant and evolves from date to time. Like incorporated responsibilities, they, too, evolve from time to time. In 1962, Milton Friedman argued that there is lonesome(prenominal) one responsibility of business, which is to use its resources and engage in profitable activities as long as it stays indoors the rules of the game.He emphasized that when a business is change magnitude profits, it is being amicablely responsible and it is confided to be an invisible hand to pee much employment opportunities, new goods and service for customers, profits for shareholders, and economic growth. Nonetheless, according to Friedman, business managers who maximize profits are in any case acting moral responsibility because they have an obligation as employees to serve their employers bona fide in the high hat interest of the company.However, in 2010, a professor at Melbourne Business School, secure Geoff Lewis, claimed that Friedmans view was outdated because the design was set in the mid-nineties to talk against fondism. Lewis argued that in the twenty-first century, where nearly economy has been capitalized, it is not enough for a business to be solely responsible for increasing its profits. Lewis says that forty years ago genial responsibility may have been seen as an act of, a s Friedman described it, insincere window dressing but in todays world we cerebrate in monetary care for of sustainability and of business playing a primeval role in our market-driven parliamentary law.In addition, Niall FitzGerald (2010) as well as opposes with Friedmans statement where being socially responsible is against the companys best interest as it imposes costs on the shareholders, because being socially responsible does not conflict the profitability of a business. A major part of the commercial world today has already been capitalized so that corporations could do it free competition with each other, period consumers would have better choices of products. I believe that is what every one of us would think of.However, through learning COMM101, I have realized that capitalism is good, but a market shall not be oer capitalized. Capitalism centered upon individual self-seeking and competitiveness. (Shaw et. al. , 2009) Competition without regulations in the marketp lace would lead to alienation of the weaker competitors in the market and, hence, breeds oligopolies in the market. This would not be a good thing to happen in the poorer countries, where the reportal anesthetic corporations may not be as strong as the foreign ones, and would or so probably be isolated by the consumers, while the topical anaesthetic market major power be taken over by the foreign investors.In order to protect these local corporations, this is when the government should regulate the market by adding certain principles of socialism to encourage co-cooperativeness amid foreign and local corporations. Another topic that I have learned in this course is globalisation. Globalization has been aidd all some the world. Usually, globalization is seen as an irresistible and friendly force for fliping economic prosperity to tribe throughout the world, the rich foreign investors and traders and people in poor countries. However, it is also unredeemed as a source of all contemporary ills. International Labour Organisation) I have always thought that globalization only affects individuals in the commercial world. However, the phenomenon of globalization brings an impact to the world not only in economics but also the culture and social welfare of the countries. At many times, people like me ladder to be more concerned about the economic and political impacts of the globalization and overlooked its impact on cultural and social welfare. or so feel globalization entails a deterioration of moral standards a resist of religious scruples a cultural breakdown. Kilgour, 2000) No doubt what concerns us the most is the cultural homogenization that globalization could generate, contest our community and our unique identity, culture and traditions. Some even feel that globalization bequeath turn people into spiritless robots. (Kilgour, 2000) But the fact is spiritual activities and experiences are profoundly personal, it is difficult to see how glo balization would enchant them one way or another. (Kilgour, 2000) Overall, my locomote of learning this subject has been quite fruitful. It has helped me to learn the world better.I have also learned about what kind of ethics principles to use in order to regulate ones morality in the commercial world, and it has helped me to develop a better mindset. Section 2 Case Study Lara Stones Calvin Klein Jeans ad banned in Australia for being implicative of Violence and Rape During this semester, while I was doing my subsidisation for another course, I have come across this miscue that had attracted negative media direction. This elusion is about a Calvin Klein Jeans denote shift for its Fall 2010 Collection, starring supermodelLara Stone, posing with leash male models in the controversial image.Not only the image was being criticized that it was demeaning to women, the advertising campaign had been banned in Australia after the countrys advert Standards Bureau decided that it was connotative of violence and rape. (Abraham, 2010) Advertising is an important social phenomenon. Not only has it stimulated consumption, economic activity models, life-styles and a certain value orientation Advertising acts as a mean for companies to achieve business objectives to handle goods or services. It provides a medium to deliver information to consumers, in a way that would maximize the powerfulness of the depicted object.Once the advertising message has been delivered to the consumers, it is up to the individuals to interpret the message, based upon prior experiences and pre-existing beliefs that differ vastly mingled with cultures. Nonetheless, advertising also mirrors the society, because elements in effective advertisements combine with the individual cultures and societies. (Next Step Marketing, 2012) The Calvin Klein Jeans case caught my attention because of its abuse of the element of depend upon activity in their ad campaign which caused objections from the audience.Tom Reichert, professor and head of the department of advertising and man relations in the UGA Grady College of Journalism and great deal Communication claimed that advertisers use finish to promote the products because it can be very effective, because it attracts attention and people are hard outfit to notice agitateually relevant information. (Sorrow, 2012) Reichert express this upward trend in sexy ads is a reflection of society. Today, it takes more explicitness to ginger nut our attention and arouse us than before. backside in the early 1900s, exposed munition and ankles of female models generated the same level of foreplay as partially nude models do today. Sorrow, 2012) In Kants theory, using women, as sex objects in advertisements to directly draw to persons emotional core, the advertisement taps into the central desire of human beings to have children. It bypasses the moral constraints, which the society has ingrained into its members, mirrored as on e of Kants categorical imperatives, that prohibits using people, in this case women, as a means to achieve an end. It is these two internal fence forces that trouble people when they are confronted with such advertisement.In reality, the women in such advertisements are most probably treated fairly and not exploited, but the internal battle amongst our basic instincts and moral intuitions do not consider this. We struggle with the primal sexual desire, against our moral intuitions that we should treat women as human beings with equality of rights rather than viewing them as objects to satisfy some internal, primal lust. In the Calvin Klein Jeans advertisement, it is represented by the four men having the power to sexually manipulate the muliebrity while it is not true in reality.In society, this would represent a regression in the form of moral degradation if women are not treated with equality and are unfairly taken advantage of. The excogitation of the Calvin Klein Jeans adver tising campaign have also gone against the Rawls Justice of Fairness, in which women, who were unfairly treated in the past, be attached more compensation in society now. The act of portraying women as sex objects is an uncivilized act, and it harkens back to a time where social liberties and rights were not as essential as they are today.Nonetheless, the use of sex in advertising can also negatively affect children. It was discovered that children pursue more than thirteen-hundred hours of television annually, which resulted in moving picture to more than twenty-thousand of commercials. When advertisers use sex in their ads as a technique to amplify sales, it can become misleading to children that sex is associated with products, while sexual activities can be exposed to public, instead of sex with love, which is a very personal matter that should be kept behind the door.The use of grammatical gender may indirectly cause to attach sexual activity among the young, which woul d lead to more unwanted pregnancies, more STDs and more children with egoism issues over body images. (Centrella, et. Al. ) References 1. Abraham, Mail Online, Lara Stones Calvin Klein Jeans ad banned in Australia for being apocalyptic of violence and rape (2010), http//www. dailymail. co. uk/femail/ oblige-1322815/Lara-Stone-Calvin-Klein-Jeans-ad-banned-Australia-suggestive-rape. html? printingPage=true, viewed 20 September 2012 2. California State University, Kantian Ethics lthttp//www. csus. edu/indiv/g/gaskilld/ethics/Kantian%20Ethics. htm , viewed 27 October 2012 3. Centralla et al. , Are governments doing enough to keep on the global expansion of the sex industry? http//www. feministezine. com/feminist/international/Globalization-Sex-and-Profits. html viewed 26 October 2012 4. FitzGerald KBE and Cormack, The Role of Business An Agenda for performance (2010) http//www. hks. harvard. edu/m-rcbg/CSRI/publications/report_12_CGI%20Role%20of%20Business%20in%20Society%20Report%2 0FINAL%2010-03-06. df viewed 20 September 2012 5. Kilgour, Spiritual and honest Impacts of Globalisation (2000), http//www. david-kilgour. com/secstate/spiritglobe. htm viewed 23 October 2012 6. Lewis, The Social righteousness of Business is to Increase Profits (2010) http//www. mbs. edu/go/centres-of-excellence/2010-debate/asia-pacific-centre-for-leadership-for-social-impact/news-and-links/net-impact/the-social-responsibility-of-business-is-to- join on-profits viewed 20 September 2012 7.Next Step Marketing, Does Advertising shape society, or merely mirror societal trends? http//www. nextstepmarketing. com. au/articles/advertising/does-advertising-shape-or-mirror-society/ viewed 20 October 2012 8. Shaw, et al. , Moral Issues in Business, 1st mutant (Cengage Learning Australia Pty Ltd, 2009) 9. Sorrow, Magazine trends study finds increase in advertisements using sex (2012) http//news. uga. edu/releases/article/magazine-trends-study-finds-increase-in-advertisements-using-sex/ viewe d 28 October 2012