International Business - Franchising Essay Example | Topics and Well Written Essays - 1000 words

International Business - Franchising - Essay Example Arnold (2003) claims franchising is an under-explored entry mode in international markets but that it has been widely used in North America and Western Europe, most notably by fast food chains, hotel or car rental services. The business format is fixed, including the operation and guidelines so that its ability to adapt is limited. The same is expressed by Toncar (2005), where franchising, he said, is dependent upon the ability to provide a marketing mix that matches expectations of consumers in different cultures. But major players are said to be increasingly learning. McDonalds, for example, as described in MFFI (2003) is "thinking globally and acting locally," a fortunate global marketing strategy. This sensitivity for the locals is expressed in so many ways to include their not using beef in India in their food preparations, their not using lard also in food preparations in Muslim areas, their launching of China burger in Asia in recognition of China as market for them, their introduction of chicken sandwich the Arab way. Further, management experts credit McDonalds for its maintaining the same efficiency in time to deliver, work-processes, cleanliness, changes in their menus, and ad-campaigns which are region-specific. Their use of franchising helps them set up business all over the world. One thing that could be credited to McDonalds's success is their "location, location, location" strategy which their executives know too well (ibid.). Consider this - A friend of mine was in a seminar recently where one of the McDonald's executives was speaking. He asked the audience what kind of business they were in. Half the crowd laughed and said, "Restaurant business". "Wrong", he said. "We're in the REAL ESTATE business." If you thing about it, he's right. Think about the location that every McDonald's is at. Isn't it in a prime real estate location And McDonalds owns the land that just about every stand-alone McDonald's located at. That's a TON of equity that the company has built up over the years in each real estate location. They could sell any lot and make a killing off it compared to how much they paid for it a number of years ago. I would say the secret to McDonald's success is very similar to real estate - location, location, location. (MFFI 2003) In targeting for international growth, the first step according to Siebert (1998) is identifying the best counties for one's particular concept with such factors as franchise climate, the market for one's particular product or service, competitive factors, proximity, language barrier, political climate, and relevant legal concerns. Once a market is identified, he says one effective means of targeting prospects is the use of trade missions. Sponsored by groups such as the International Franchise Association, trade missions attempt to provide franchisors with introductions to a number of qualified candidates in each country. Accordingly, the franchisor is said to typically be responsible for their own expenses (which can run upwards of $10,000 currently), their own follow-up, and their own negotiations. The sponsoring organization is only responsible for the introduction. Another alternative Siebert (ibid.) suggests for franchisors interested in global expansion is the use of brokers. Brokers are said to work by promoting one's franchise within a particular market, and will often employ a

The Crush Is A Short Film Film Studies Essay

The Crush Is A Short Film Film Studies Essay The film starts off with a white text saying a purdy picture production behind the text a black background appears. As it clears up you can hear a soft and strong womans voice saying three words Reveal, Pretend and love. This leads to an Establishing shot which sets up a classroom scene, suggesting that the woman is a teacher the camera has a long shot of the teacher; the camera goes around the room which shows all the kids in the classroom. Warm colours are implicated to show a positive attitude towards the teacher which applies those three words that should to be learned. There is a shot with a young boy the camera has a close up shot of his face to show his kid like emotions, there are birds singing in the background also with the soft music playing. By looking at the young boys face tells me that his emotions are dreamy towards the teacher and hasnt been paying attention. The school bell goes off in the background, which courses the students to leave class which creates a medium shot. Ardal the young boy sitting at his desk and still dreamy hears Ms Purdys voice saying his name; the lighting is a sense of Joy and good. A medium shot is used as he calmly walks to Ms Purdys desk, a tracking shot follows him to show Ms Purdy curiosity and interest with what Ardal has got. Ardal gives her the ring Ms Purdy was surprised and also great full the lighting is a sense of Delight which contrasts with the colour and sends him of to have a great weekend. A head on shot is used while Ardal walks home therefore the action comes straight to the audiences. He arrives home he starts to have dinner with his parents, sitting right in the middle with his parents sitting on either side of him which creates a medium shot. The light suggests that of a delight and also the colour is a calmer, relaxed feeling. A close up shot of dad emotions suggesting to be interested, he asks everybody about their day but also continuing about his story of the day. He tells his son the exciting story with his facial expressions makes the story even more exciting to listen to which becomes into a swish Plan. Ardal all of a sudden asks his mum about when is the prorate age to get married. The dad is shocked with this statement and looks at his wife with disbelieve. His wife answers and asks why have you got some news of us but with a smart response he says that hell keep his mum posted about marriage. After dinner he is in his room a low angle shot is used, he op ens up a Ten year planner diary goes to the year 2015 month 22-28 page and writes down Marry Ms Purdy. He looks at the text after his done writing which is an Aerial shot; dim lighting is implemented to suggest a Force and strength. A long shot shows Ardal enjoying himself and using a public bin as a prop, a feeling of happiness which suggests warm colours. Also a soft but enjoy full music plays in the background suggesting that its a nonviolent act. Ardals mum walks out of the shop she looks at her son and yells come on Ardal with a sense of being in a rush. The music stops playing, Ardal follows his mum he immediately faces the ground. As he walks a ring of a door bell goes off on the background suggesting that someone he matter know is walking out of a shop. He hears a soft but kind voice saying hello Ardal with excitement he recognises the voice and immediately looks up, his eyes brightens up with excitement that its really Ms Purdy. She complements on his new shoes a high angle shot is used at the same time a close up shot of her new ring to show Ardal but he doesnt recognise the ring. A High Angle is used to show how powerful Pierce is, while Ms Purdy is talking about the ring and how they are engaged. Pie rce isnt interested at all and seems to be in a rush to watch a football game. He pulls Ms Purdy away from the conversation which automatically ends the conversation and leads her away. Close up shot of Ardals emotions with an angry facial toward Pierce is implemented. Ardal is back in his room, the colours give the sense of anger and also the dim lighting. He rips a page out of his diary it seems to me that his crunching up the page was he wrote Marry Ms Purdy. A close up shot is used when He throws the paper on the floor and stomps on it, which suggests anger towards the idea of getting married. A scene with dim lighting suggests the idea of death which shows Ardals dad examining a gun; he hides the gun on the top section of the wardrobe from reach. Ardal stands near the door peaking as his dad hides the gun, he shows a lot of interest towards the gun. Ardal comes back in his room, he reattaches the crunched up paper to his diary. At the same time he looks to his side and stares at a poster of a cowboy that is having a challenge a duel to the death. Suggesting a high angle shot with the sense of power he wants to be over Pierce. A grey golf Volkswagen is packed outside the school. Pierce is waiting for Ms Purdy; he looks frustrated that she is always the last teacher to leave school. A sudden knock on the car window, Pierce calmly puts the window down. As the window goes down, there is a close up shot of Ardal standing beside the car fearless he demands him not to marry Ms Purdy, she is mine Ardal says. Pierce laughs with joy and disbelieve he explains that its never gone happen. Ardal demands a duel to the death, he tells Pierce where and when to meet him of this challenge the lack of communication suggests a dim of lighting. A Reverse angle is used as Pierce accepts this challenge with a laugh he also asks with a childlike behaviour which weapons to bring. Ardal says pistols, he calmly walks away. Ms Purdy comes and sits inside the car, the lighting in the car suggests a sense of Innocences. A Head on shot is used again when Ardal walks home but his facial emotions suggests a seriousness, it seemed to me t hat he is planning ideas while his walking home. Ardal is back in his parents room sitting on their bed, a high angle is used and the lighting once again gives of Death and evil look to the scene. While Ardal stares up giving him a low angle shot of the wardrobe where his dad has hidden the gun, the background music play which helps with the senses of stargazing a plan of attack. Pierce is once again waiting of Ms Purdy at the school but this time his in an energetic mood of his close up facial expressions. Ms Purdy walks to the car and sits inside. She and Pierce connect lips with a kiss, as the kiss ends. Ardal is given a long shot therefore tells us that his standing in front of the school doors the shot was taken from the car pointing towards Ardal which also gives him a horror look. Pierce gets out of the car while Ms Purdy is trying to calm him down also letting him to leave it alone his just a kid. Engorging her, Pierce leaves and closes the door behind him which leaves Ms Purdy worried suggested by the dim lighting and also the close up shot. Pierce walks into a four walled concrete room, Suggesting to me that it looks like a squash room with one white line going across and one thick line at the bottom going across the wall. The Camera zooms into his face and then out, which gives him a side view. In the shot Ardal appears by the door Pierces full body turns around to look at him, Ardal drops his bag on the floor. Ardal asks Pierce were is his pistol but he doesnt care about this problem, he pulls out a gun and points it to Pierce a close up shot of him holding the gun, helps to determine that idea. His shocked with Ardals actions also thinking it might be a fake gun but Ardals knows its real. Ms Purdy walks into the building she sees Ardal pointing a gun at Pierce. A close up is used to determine how afraid she is of what might happen next. Pierce begs him to put the gun down but Ardal is determined to kill Pierce and stop him marring Ms Purdy. The lighting of scene suggest a more Evil which also is Death , Ardal activities the trigger of the gun aims it at Pierce, Pierce going down on his knees and tells the true about why he got engaged to Ms Purdy just to shut her up about marriage. As Pierce yells at Ms Purdy to call the cops, Ardal shoots a big loud bang goes off. The camera shots move around with Pierce as he flows to the ground, a close up shot comes back to Ms Purdy as she screams wit h fear. A close up shot of Ardals face shows his eyes not blinking once and fearless. A Blank screen shows for 3 Seconds Slowly the blank screen disappears. Orange ball roles across Pierces body, a close up of his eyes opening and realising that his not dead. Ardal looks back at Ms Purdy and says see Ms she also realises that the gun is fake, she takes out her ring and throws it at Pierce. Pierce gets up with anger towards Ardal but Ms Purdy protects him. They both leave the room, leaving Pierce alone in with disbelieve. Conclusions The director has used good angle shots for each scene to make the film as real as it can be. With the use close up, long shots, medium shots, high/low angle shots and also head on shots. The lighting was well implemented throughout the movie, with the sense of Death, Joy and good will. Colours helped with all aspects of the film mainly with lighting. Ms Purdy takes the gun of Ardal and she puts it in her handbag he explains that his dad had gotten him toy gun for his birthday and he was hiding it form him, Ardal asks if his actions are going into his report but Ms Purdy tells him that it is they little secret. Ms Purdy walks Ardal home and the back ground music is a happier and more relaxed. At the end the directors/written and also the produces name show up also with the rest of the crew members of the movie.

American Homefront During World War II Essay -- American History

The American home front during World War II is recalled warmly in popular memory and cultural myth as a time of unprecedented national unity, years in which Americans stuck together in common cause. World War II brought many new ideas and changes to American life. Even though World War II brought no physical destruction to the United States mainland, it did affect American society. Every aspect of American life was altered by U.S. involvement in the war including demographics, the labor force, economics and cultural trends. During the Great Depression, the American birth rate had fallen to an all-time low due to delayed marriages and parenthood. In the 1940's, there was a population growth of 19 million, which doubled the rise of the 1930's. However, in 1957, America experienced a "baby boom", and by 1957 the population increased by 29 million. "The rising birthrate was the dominant factor affecting population growth" (text, 847). Along with the escalated birth rate was an upsurge of divorces due to problems with separation and infidelity. "In 1945, more than half a million marriages were dissolved" (Bailey, 147). The death rate was on the decline and life expectancy rose during this period. New medical developments were made with the federal funding of medical research in which penicillin and streptomycin were developed. These advancements in medicine cured many bacterial infections and severe illnesses. Later, in 1952, Jonas Salk introduced a polio vaccine. There was a vast migratory pattern of many Americans during this time period. During the 1940's, millions of African-Americans moved from the South to the North in search of industrial opportunities. As a result of this migration, a third of all black Amer... ...ing legend of the Good War" (Adams, 2). While the war changed the lives of every American, the most notable changes were that in demographics, the labor force, economic prosperity and cultural trends. Adams, Michael C.C. "The Best War Ever America and World War II" Johns Hopkins University Press, Baltimore, MD 1994 Bailey, Ronald H. The Home Front, U.S.A. Time-Life Publishing, Chicago, IL. 1978 Bard, Mitchell G. The Complete Idiot's Guide to world War II, Macmillan Publishing, New York, New York, 1999 Duis, Perry 0 The War in American Culture, The University of Chicago Press, 1994 Schultz, Stanley K. American History 102 Civil War to the Present Copyright 1999 Board of regents of the University of Wisconsin http://us.history.wisc.edu/hist102/lectures/lecture21.html

Gender and Socialization Essay

The main purpose of this paper is to focus on gender socialization. Human beings that belong to different societies have varied perceptions, opinions, and manners toward socializing with the same or opposite sex. Categorized in the main gender types, male and female are known to react in different ways when given and exposed in the same situation. Regardless of cultural norms or mores of any society in particular, interaction with peers, family, classmates, and other people depend on the male’s and female’s orientation in gender socialization and gender roles. Some concepts attempt to explain the gender issues faced by the two gender types. These attributions of concepts then play an important role in understanding the different societies’ construct of their existing mechanisms of gender roles and expectations including the societies’ gender markers as determinants of sex and gender (SparkNotes, 2008). Gender Socialization Gender and socialization are two different terms that have a relationship with each other. Gender refers to the behavioral characteristics of an individual regarding an individual’s essence of womanhood or manhood, masculinity or femininity, while socialization refers to the social and interpersonal instincts of human in interacting, communicating, and dealing with others. A newborn infant for instance, may be oriented towards its gender by its first experience of socialization after being born. The infant may be more exposed to male socialization rather than female socialization or vice versa which would later on affect the behavior of the infant while growing up. Another example is the way parents choose what the appropriate toy is to be played by their sons and daughters. Usually, parents buy their baby girl a mini-kitchen or ironing set to orient them (however, it is subconscious for the parents’ part) with the future maternal role. For the baby boy’s part, they are usually given toy trucks or tools for various chores in the house for the same underlying purpose. Moreover, upon receiving the presents, the girls usually react more appreciative and smiling than the boys. The essence of gender socialization then, is for the infants to learn the behavior appropriate for their designated sexes (SparkNotes, 2008). Reaction By the time an infant reaches ten months after the day of birth, gender socialization is already executed through the infant’s interaction with the environment, its family members, and caretakers. This is the time when the infant starts to identify him- or herself in either of the two sexes: male or female. Thus, this is also the time for newborn infants to associate the specific gender roles (the attributes and behavior that the culture constructively defines) that are appropriate for their sex and gender. Later in the life of infants, the effects of the previous experience in gender orientation would reflect in their current behavior. Meanwhile, I should say from personal experience that I was mostly given a Barbie doll for Christmas or birthday present. In so doing, I grew up to become a very neat lady who has the taste for fashion and luxury Further, I attribute the idea that I have become a fashionable and finesse lady to my previous hobby of playing, dressing and undressing my Barbie doll (SparkNotes, 2008). Conclusion Gender socialization teaches the infants that would grow as adults the appropriate roles defined by culture and behaviors that are expected of them by the society. Submission to the expectations of the culture and society is important, as every living individual has to interact with others in whatever society he or she belongs to in order to survive and attain a sense of belongingness. Family, peer groups, school, mass media, and some texts play a part in honing this cultured set of beliefs regarding the appropriate roles and expected behaviors for men and women. Men who are accustomed to playing tough games in their childhood result to be future tough guys and women are the opposite. Reference SparkNotes. (2008). Gender socialization. In SparkNotes 101: Sociology. Retrieved December 9, 2008 from http://www. sparknotes. com/101/sociology/socialization/gender_socialization. html.

Mass Media and Popular Culture

Mass Media and Popular Culture March, 2009 Let us face the facts, mass media and popular culture need each other to coexist. Furthermore, in today's society the mass media serves the interest of popular culture. Moreover, it is the vehicle of free speech in a diverse, multicultural society. In addition, mass media refers to communication via radio, televisions, movie theaters, television, newspapers, magazines, and, etc; thereby, reaching out to the larger audience. On the contrary, popular culture can refer broadly to common aesthetic or life practices, in both the statistical and qualitative senses. However, therapists have used the term more precisely to designate a particular form of common culture that arises only in the modern period. Therefore, popular culture in this account is distinct from both folk culture and high culture: unlike the former, it is mass-produced; unlike the latter, it is mass consumed. As a result, both have played a vital role in the development of Popular American Culture. In this paper, Learning Team D will examine the relationships among the media; address the impact of the mass media on advertising, and enculturation, as well as the impact of the Internet and globalization on popular culture, and the interpersonal communication and formation of normative cultural values. The description of the definition of mass media on enculturation is defined as â€Å"the process by which an individual learns the traditional content of a culture and assimilates its practices and values†. (Merriam-Webster, 2009). The media is part of our day to day lives enculturation. In which the population is used to the culture of TV, radio, Internet and any other forms that we use in viewing of the popular media of our culture. The mass media can have a great impact on the enculturation in which according to Paul A. Herbig â€Å"The average American is exposed to 61,556 words from the mass media each day which works out to just under 4,000 words per waking hour, about 60 words per waking minute per person per day. † (Herbig & Kramer, 1994). As also data changes so mass media can keep changing he way the population views the different culture and change things on their own. Media and advertising work together because of their interdependent relationship. Popular culture bombards society by billboards, television, advertisements, radio, Internet, and any other imaginable form. Advertisements drawl a large amount of attention because of the persuasive nature of the context. Advertising serves as a wa y to interact with the audience, but more specifically targets people who are preoccupied with the values of consumerism. These people purchase commodity goods in large amounts. The advertisements may be shown on television (Home Shopping Network, info-ads, or commercials), heard on the radio, or published in an ad in the newspaper, a magazine, newsletter, or another form of publication. Advertising fabricates cultural values and downgrade the normative cultural values. The formation of normative cultural values influence the way people think, act, and live their lives upon. The relationship between the media, advertising, and formation of normative cultural values is how advertisements affect the media, the media affects society, and society affects the market. This relationship works in a circle, and also cause and effect. Each has an influence on one another. Television has probably the biggest influence because society can see what is being advertised, what celebrities are wearing, what the seasons fashion trends are, and then hear everything. For instance, Paris Hilton’s saying â€Å"that’s hot. † That saying was everywhere because Paris Hilton said â€Å"that’s hot† on her reality TV show The Simple Life. Society mimics what is seen and heard through the media. (Rigel) The tendency to aggression is an innate, independent, instinctual disposition in man†¦ it constitutes the powerful obstacle to culture† Sigmund Freud. American popular culture is largely impacted by mass media in every sense. Popular culture in American is influenced by the internet and globalized because of the various was to communicate quickly around the world. American popular culture is what each person makes of it in th eir own terms based on the perception of the information received through mass media. The many forms of relaying the mass media information such as television, radio and Internet to name a few have sculpted the way Americans feel, believe, act and react to various situations. A person cannot avoid mass media unless he or she had no form of electronics nor did he or she walk outside or read the newspaper. Therefore, each decision and thought created in the minds of Americans is somehow affected by American popular culture. The decisions do not always follow the crowd but move against it, either way a person can make the decision to follow or drift alone. These decisions, methods of thinking, actions and reactions have all developed into cultural values of the American people. Cultural values revolve around popular culture because they create the ideals that people live by. For example, the way a family dresses the children of the family or allows the teenagers to dress in a family is determined by the reactions of popular culture. Additionally, religion is another area of culture that can be dominated by popular culture. â€Å"A nation's culture resides in the hearts and in the soul of its people† Mohandas Gandhi. References Herbig, P. A. , & Kramer, H. (1994). The effect of information overload on the innovation choice process. Journal of Consumer marketing, 11(2), 45. 54. Retrieved February 19, 2010, from http://web. ebscohost. com/ehost/detail? vid=4&hid=112&sid=63a6ab34-57d5-423b-956c-e5543b814d08%40sessionmgr108. Merriam-Webster. (2009). Retrieved February 19, 2010, from http://www. search. eb. com. ezproxy. apollolibrary. com/dictionary? va=enculturation&query=enculturation.

buy custom Cockpit Security Technology essay

buy custom Cockpit Security Technology essay Risk is evident in every industry man is able to manage. The Aviation Weekly is a media platform dedicated to assessing risks associated with aviation industry. Aviation industry accidents are the most devastating according to the kind of emotional criticism and media insinuations that always point to torts against negligence. Therefore, safety measures such as physical walls, scrutiny of crewmembers and passengers is common I s all airport in order to seal terrorist activities from travelers. Federal government agencies have put in place experienced security official and special aids like sniff dogs to clear suspicions from the bay area. This paper looks at what the article says concerning assessment of risks and how this relates to the aviation government.In pursuit of this purpose, the paper consists of three major parts, what the article says about risk assessment, the relation of risk assessment to aviation government, and conclusion. Risk Assessment Cockpit security technology has unveiled methods of fencing off cockpit doors coupled with video camera. The government is dedicated to risk assessment and recommendations such as arming pilots are likely to be adopted and implemented. The aviation industry is looking to introducing a risk based approach to security. Risk in aviation especially in regards to security is an issue seriously handled by the industry. Airports have introduced advanced security systems with the capacity to monitor and evaluate a mass of travelers. The security mechanisms range from body scanners, baggage screening, reinforced cockpit doors, and arming pilots. Some of the security measures have not worked, e.g. explosive trace detection portals, and federal air marshals. Governments Role In spite of the statedd precautions, risk-assessment is a progressive matter in the aviation industry. Government can only issues travelling documents after clarifying the identify, purpose of travelling and time of conducting business. The traveler information can then merge with government intelligence to improve effectiveness of risk assessment. US policy makers are however reluctant to implement the risk-management system for fears of racial and ethnic profiling. In addition, bilateral disagreements on protection of passenger information present another challenge for an integrated risk-management system for the aviation industry. Conclusion The governments need to be more vigilant in implementing the policies, which will to improve the current risk-management policies already in place. World governments need show greater cooperation in promoting new risk assessment methods for the overall good of the aviation industry. Buy custom Cockpit Security Technology essay

Theme - Definition and Examples in Composition

Theme s in Composition Definitions (1) In literature and composition, a  theme is the main idea of a text, expressed directly or indirectly. Adjective: thematic. (2) In composition studies, a theme is a short essay or  composition assigned as a writing exercise. See also: Composing My First College Essay, by Sandy KlemFive-Paragraph EssayModels of CompositionTheme WritingWhats Wrong With the Five-Paragraph Essay? See Examples and Observations below. Also, see: EpiphanyMotifPlotThesis Etymology From the Greek, placed or laid down Examples and Observations (definition #1): Simply put, a storys theme is its idea or point (formulated as a generalization). The theme of a fable is its moral; the theme of a parable is its teaching; the theme of a short story is its implied view of life and conduct. Unlike the fable and parable, however, most fiction is not designed primarily to teach or preach. Its theme, thus, is more obliquely presented. In fact, theme in fiction is rarely presented at all; readers abstract it from the details of characters and action that compose the story.(Robert DiYanni, Literature. McGraw-Hill, 2002) Orwells Theme(s) in the Essay A Hanging- A Hanging is [George] Orwells first distinctive work. It gives an apparently objective account of a ritualistic executionfrom fixed bayonets to a bag over the head of the condemnedin which the narrator officially and actively participates. . . . At this halfway point Orwell states his theme: till that moment I had never realized what it means to destroy a healthy, conscious man. When I saw the pris oner step aside to avoid the puddle, I saw the mystery, the unspeakable wrongness, of cutting a life short when it is in full tide. Instead of invoking religion, he asserts a quasi-religious sense of lifes sacrednessthe first expression of the instinctive humanism that characterizes all his work.(Jeffrey Meyers, Orwell: Wintry Conscience of a Generation. Norton, 2000)- A variation on this theme occurs in several of Orwells most famous texts containing epiphanies, moments of illumination in which the humanity of people he has hitherto viewed in terms of dehumanizing generalizations suddenly breaks through, and Orwells perception is jarred as he understands, with a shock, that these are people like himself. . . . In the early sketch entitled A Hanging (1931), Orwell describes how his idea of what it means to kill a man is altered by the Hindu prisoners gesture of stepping aside to avoid a puddle on the way to the gallows. What the text reveals, however, is that the prisoner at first l ooks to Orwell like a mere insignificant object. Into this scene, well defined in terms of the prisoners already marginal existence, breaks the unexpected gesture, making Orwell (or the Orwellian narrative persona) realize that the prisoner is alive, just as he is . . . . This chronicle is generally interpreted along the lines Orwell lays down, as the revelation of the barbarity of execution, but its primary meaning, I believe, is another. An inferiorized human being has for an instant become a genuine person in the eyes of one of the masters.(Daphne Patai,The Orwell Mystique: A Study in Male Ideology. University of Massachusetts Press, 1984) The Themes of the Novel Charlottes Web- Themes are subject to readers interpretation, so different individuals may identify different themes in the same book; the dominant idea or theme, however, should be apparent to readers.Charlottes Web offers many layers of meaning to readers. Younger children are apt to understand this book as an animal fantasy. Older children are ready to apprehend the cycle of life and death, while adults recognize the irony in a situation that gives one character credit for the creativity of another. This is why we recommend using Charlottes Web in the third or fourth grade, when children are ready to understand its major theme.(Barbara Stoodt et al., Childrens Literature:Discovery for a Lifetime. Macmillan, 1996)- Identifying theme is typically a bit more difficult perhaps because theme is often confused with plot summary or motif. . . . Charlottes Web (White, 1952) is a story about a pig whose life is saved by a spider is not a theme statement! It is a pl ot statement. Charlottes Web is a story about friendship is also not a theme statement! Rather, it is a statement identifying one of the most important motifs in the storyfriendship. A theme in Charlottes Web is that true friendship involves responsibilities as well as privileges is a theme statement!(R. Craig Roney, The Story Performance Handbook. Lawrence Erlbaum, 2001)- Besides mortality itself, throughout many idyllic scenes [in Charlottes Web] Andy [White] dabbed colorful spots of melancholy. He translated the song sparrows aria as sweet, sweet, sweet interlude and informed the reader that it referred to lifes brevity. Crickets harped on the same theme. But overall Andys theme was the joy of being alive, of reveling in the moment with visceral attention. What seemed like two themes were really one.(Michael Sims, The Story of Charlottes Web. Walker, 2011) The Difference Between Plot and ThemeIf you sometimes confuse plot with theme, keep the two elements separate by thinking of theme as what the story is about, and plot as the situation that brings it into focus. You might think of theme as the message of the storythe lesson to be learned, the question that is asked, or what it is the author is trying to tell us about life and the human condition. Plot is the action by which this truth will be demonstrated.(Phyllis Reynolds Naylor, quoted by Kenneth John Atchity and Chi-Li Wong in Writing Treatments That Sell, rev. ed. Henry Holt, 2003) Thesis and ThemeThe thesis is the main point you are trying to argue [in a composition]: for instance, that abortion is every womans right or that housing discrimination is wrong. The theme, on the other hand, is a motif established by orchestrated connotative language that reinforces the thesis. Theme differs from thesis in that theme relies on inference and suggested meaning rather than on direct st atement.(Kristin R. Woolever, About Writing: A Rhetoric for Advanced Writers. Wadsworth, 1991) Pronunciation: THEEM

Google Earth and Archaeology

Google Earth and Archaeology Google Earth, software that uses high resolution satellite images of the entire planet to allow the user to get an incredible moving aerial view of our world, has stimulated some serious applications in archaeologyand seriously good fun for fans of archaeology.One of the reasons I love flying in airplanes is the view you get from the window. Soaring over vast tracks of land and getting a glimpse of large archaeological sites (if you know what to look for, and the weather is right, and youre on the right side of the plane), is one of the great modern pleasures of the world today. Sadly, security issues and rising costs have sucked most of the fun out of airline trips these days. And, lets face it, even when all the climatological forces are right, there just arent any labels on the ground to tell you what youre looking at anyway. Google Earth Placemarks and Archaeology But, using Google Earth and capitalizing on the talent and time of people like JQ Jacobs, you can see high resolution satellite photographs of the world, and easily find and investigate archaeological wonders like Machu Picchu, slowly floating down the mountains or racing through the narrow valley of the Inca trail like a Jedi knight, all without leaving your computer.Essentially, Google Earth (or just GE) is an extremely detailed, high resolution map of the world. Its users add labels called placemarkers to the map, indicating cities and restaurants and sports arenas and geocaching sites, all using a fairly sophisticated Geographic Information System client. After theyve created the placemarkers, the users post a link to them on one of the bulletin boards at Google Earth. But dont let the GIS connection scare you off! After installation and a little fussing with the interface, you too can zoom along the narrow steep-sided Inca trail in Peru or poke around the landscape at Stonehenge or take a visual tour of castles in Europe. Or if youve got the time to study up, you too can add placemarkers of your own.JQ Jacobs has long been a contributor of quality content about archaeology on the Internet. With a wink, he warns would-be users, Im glimpsing a possible forthcoming chronic disorder, Google Earth Addiction. In February of 2006, Jacobs began posting placemark files on his website, marking several archaeological sites with a concentration on Hopewellian earthworks of the American northeast. Another user on Google Earth is simply known as H21, who has assembled placemarkers for castles in France, and Roman and Greek amphitheatres. Some of the site placemarkers on Google Earth are simple location points, but others have lots of information attachedso be careful, like anywhere else on the Internet, there be dragons, er, inaccuracies. Survey Techniques and Google Earth On a more serious but downright exciting note, GE has also been used successfully to survey for archaeological sites. Searching for crop marks on aerial photos is a time-tested way to identify possible archaeological sites, so it seems reasonable that high resolution satellite imagery would be a fruitful source of identification. Sure enough, researcher Scott Madry, who is leading one of the oldest large-scale remote sensing projects on the planet called GIS and Remote Sensing for Archaeology: Burgundy, France, has had great success identifying archaeological sites using Google Earth. Sitting in his office at Chapel Hill, Madry used Google Earth to identify over 100 possible sites in France; fully 25% of those were previously unrecorded. Find the Archaeology Game Find the Archaeology is a game on the Google Earth community bulletin board where people post an aerial photograph of an archaeological site and players must figure out where in the world it is or what in the world it is. The answerif its been discoveredwill be in postings at the bottom of the page; sometimes printed in white lettering so if you see the words in white click and drag your mouse over the area. There simply isnt yet a very good structure to the bulletin board, so Ive collected several of the game entries in Find the Archaeology.  Sign in to Google Earth to play; you dont need to have Google Earth installed to guess. There is a bit of a process to trying Google Earth; but its well worth the effort. First, make sure you have the recommended hardware to use Google Earth without driving you and your computer crazy. Then, download and install Google Earth to your computer. Once it has been installed, go to JQs site and click on one of the links where hes created placemarks, follow another link in my collection, or simply search the Illustrated History bulletin board at Google Earth.After youve clicked on a placemark link, Google Earth will open and a marvelous image of the planet will spin to find the site and zoom in. Before flying in Google Earth, turn on the GE Community and Terrain layers; youll find a series of layers in the left hand menu. Use your mouse wheel to zoom in closer or farther away. Click and drag to move the map east or west, north or south. Tilt the image or spin the globe by using the cross-compass in the upper right hand corner.Placemarkers added by Google Earth users are indica ted by an icon such as a yellow thumbtack. Click on an i icon for detailed information, ground-level photos or further links for information. A blue-and-white cross indicates a ground level photograph. Some of the links take you to part of a Wikipedia entry. Users can also integrate data and media with geographic location in GE. For some Eastern Woodlands mound groups, Jacobs utilized his own GPS readings, linking online photography in the appropriate placemarks, and adding overlay placemarks with old Squier and Davis survey maps to display mounds now destroyed in their place.If you really get ambitious, sign up for a Google Earth Community account and read their guidelines. Placemarks you contribute will appear on Google Earth when they update. There is a fairly steep learning curve to understanding how to add placemarks, but it can be done. More details on how to use Google Earth can be found at Google Earth on About, from Abouts guide to Google Marziah Karch, or JQs Ancient Placemarkers page, or Abouts Space guide Nick Gr eenes Google Earth page. Flying and Google Earth Flying may not be an option for many of us these days, but this latest option from Google allows us to get much of the joy of flying without the hassle of going through security. And what a great way to learn about archaeology!

Blacks Leisure Group Essay Example | Topics and Well Written Essays - 500 words

Blacks Leisure Group - Essay Example This diversity makes the company capture a wider market. The company's strength also lies in the availability of capital enabling the company to weather periods of large losses and allocate budget to cover expenses for closure of its non-performing stores. This is the result of a comprehensive and effective financial management scheme. Most of the products sold by the company are designed for cold and moist conditions which make it inappropriate or warm and dry conditions. Whenever such weather conditions occur, the company will surely suffer from decreased sales. The company is also lacking in activities that encourage participation and industry growth. It has minimal presence in advocacy campaigns geared towards the availability of land/waterways upon which to recreate, strong outdoor ethos in the next generations and integration of a variety of activities into the active outdoor lifestyle. These activities are necessary to ensure that people will prefer to go outdoors than just enjoy indoor activities. According to the 2007 full preliminary report of the company, the new e-commerce web sites for Blacks and Millets have resulted to a 70% increase on online sales. The provision of online shopping as a distribution channel presents opportunities for the business firm to increase their sales as they can widen their coverage.

Using virtual worlds Essay Example | Topics and Well Written Essays - 500 words

Using virtual worlds - Essay Example The sign up process is one which is rather easy and one which a person can easily comprehend. This is because the things which are demanded are within reach of the person who is interested. For starters, a person has to come up with an avatar, which is the equivalent of a photo. The user then has to choose a preferable username and check whether it is available for use or whether it has been taken by another user. After this, the user has to give some personal information such as the date of birth and the email. After this is done, the account can be activated. Some of the issues which were encountered in the course of this is the fact that it may be difficult for an individual to set up an avatar because some people may not prefer to use their own photos. Coming up with a username may also be a difficult affair because identity is something which people may want to safeguard. In as much as there are good things associated with the site, especially on the side of an individual’s social life, there are some security concerns which may come up in the course of using the site. The first one in this case is when an individual gives out too much information to an extent that another party may use this information to bring harm to the person. The second one is that there may be unscrupulous individuals who may pose as authentic users when in actual sense they may be having ill intentions and in the end up causing harm to the user. There are limited privacy settings which may still be surpassed by people who may want to cause online harm. For example, the passwords of the users may be hacked. This online interaction platform is one of the many internet platforms which are being developed for the purpose of boosting the way people relate with each other. There are those people who prefer to interact over the internet as opposed to doing so in private. This is where the

Brand makrketing Essay Example | Topics and Well Written Essays - 2500 words

Brand makrketing - Essay Example The primary goal of brand positioning is to build a strong and longer-lasting relationship between the brand and buyer. With so many brands out there competing for consumer's attention, this takes some doing indeed. This makes brand positioning an unenviable exercise of communicating in an "over-communicated" society, whose objective is to let your stand out in the din of marketing activities. You may have an excellent product in your hands, manufactured in the most innovative process, but this does not guarantee success in the present-day market where image and symbols are more important than process, product quality or need. The symbolic meanings of brand include prestige, status and personality. For a company to develop its brand positioning effectively, it must project an image that has these symbolic meanings of brand. A brand is made up of the name, logo and other visual elements like images, fonts, color schemes, and symbols. All these are part of brand image, a symbolic construct created within the minds of people, which consists of all the information and expectations associated with a product or service. In developing a brand positioning strategy, the logical first step is visibility. The organization needs to give its brand maximum visibility and this entails a lot of expense and effort, such that brand positioning is not for top management and CEOs who are overly concerned with costs. While making the brand visible, there are 6 suggested strategies of brand positioning that the company can take up: 1. Link the brand to a particular need. The brand should be presented as an answer to a consumer need that has not been adequately served by existing brands. 2. Associate the brand with a pleasant mood. People want escape from the stresses of modern living, so any brand that evokes ugly and unpleasant moods is likely to rate low in consumer preferences. 3. Make the brand appeal to subconscious motives. Marketing techniques that are indirect and subtle make people think, contrary to those that are too simple and direct. 4. Condition the consumers' mind to prefer the brand through a reward system. A reward system may come in the form of giveaways, taste tests and similar promotional activities. 5. Provide attractive models for consumers to emulate. The company may sign up movie stars and beauty queens as its brand icons for such brands as personal care products, who will endorse the brand in all its ads. For consumer brands targeting men, high-profile athletes are appropriate as brand icons. 6. Break through the known perceptual and cognitive barriers to consumer preference. These barriers may have something to do with culture, such that a product designed for Western consumers will have little appeal to Asians. 2. Brand Personality Question: How can a cereal manufacturer use the brand personalitytheories to solve a problem regarding a new brand of breakfast cerealit has developed that it wants to give a brand personality distinct from its other cereal products The

Global Music Series Essay Example | Topics and Well Written Essays - 3500 words

Global Music Series - Essay Example Music is an inevitable part of any society’s culture and hence is often found deeply rooted in its culture and traditions. It is a common bond that engulfs people from diverse cultural backgrounds and ethnicities across the globe. It is a bond that separates the identities of the people as well unites them. According to De Nora2 (2001), Music is holds greater significance than a mere object of entertainment – it is also an inevitable tool that assists in regulating our affective states. The ideas and thoughts expressed through music are specific and peculiar to all cultures that carry specific meaning that is understood by the people of that particular community since it is associated with its past history. The world music is highly characterized by authenticity and exotic hybridity which has a peculiar touch of global aesthetic sense. This helps in transforming and reshaping the interrelations between music and ethnic identities of people irrespective of the limitations of geographical boundaries since world music is truly global in nature. The global music undoubtedly deals with the issues of culture and identity and is generally found to be involved or adopted by urban circles to be understood and analyzed from social, economical and political point of views. The ideas and thoughts that endure global music as a function of a ‘genre culture’ involves the policies and procedures of the industry and describes the manner in which the musicians and artists depicted here ensue to adapt and acquaint their music (Negus, 1999)

Reactions of Xanthine Oxidase and Aromatase Inhibitor Research Paper

Reactions of Xanthine Oxidase and Aromatase Inhibitor - Research Paper Example According to the findings, it can, therefore, be said that breast cancer, as well as ovarian cancer, is a large problem of medicine and both are life treating, especially for women. These cancers are of particular importance because they are promoted by estrogen. In 2000, approximately 130,000 women died of breast cancer; nearly two-thirds of these women were postmenopausal. In pre-menopausal women estrogen is produced in the ovaries, so reducing estrogen from other sources is not important, but in postmenopausal women, most of the estrogen in the body is produced in the adrenal gland from the conversion of androgens and also from adipose tissue through a special enzyme called aromatase. The large influence of the estrogen produced outside the ovaries by aromatization is clear. In postmenopausal women, their estrogen comes from the actions of aromatase-final step in the pathway of estrogen biosynthesis by creating an aromatic ring in the steroid molecule, and so its inhibitor may be used to treat estrogen tumors, and so, effective treatment in breast cancer is an aromatase inhibitor. Also, it is used in women when their ovaries are no longer producing estrogen. It is not the same in premenopausal women or the opposite effects appear, the main estrogen comes up from ovaries, not by conversion androgen to estrogen, so blocking aromatization effects does not increase the androgen production. According to clinical researches, a correlation has been establishing between estrogen receptors and the growth of breast cancer and so effective therapy can be made by aromatase inhibitor working more efficient then tamoxifen. The hormone estrogen delivers growth thru signals to the hormone receptors, so less estrogen in the body leads to fewer growth signals and stopping the growth of cancer. Now medical experts consider aromatase inhibitor for postmenopausal women with invasive hormone receptor positive for breast cancer, in the early and advanced stage. Aromatase inhibitor , according to research, can stimulate ovulation- can treat infertility. According to 65 patients included in the studies, drugs can suppress estrogen production in endometriosis and reduces pain and chance of endometriosis in combination with hormonal treatment. It is significant to mention that there should be no long-term use because it may cause bone loss. It also helps bodybuilders, who take anabolic steroids from being converted to estrogen such as in the case of gynecomastia. In one recent study, however, aromatase inhibitors were found to be no more successful at treating pubertal gynecomastia than a placebo. Aromatase inhibitors have also been shown to reverse age-related declines in testosterone, as well as primary hypogonadism. The third generation drugs: anastrozole, letrozole, and exemestane have given remarkable specificity and potency. Leading thru initial results from clinical trials, these agents will become the cornerstones of future endocrine therapy as a successf ul rational drug. It is important that the aromatase inhibitor have additional benefits thru pleiotropic effects as a particular role in preventing cancer or treating benign conditions.

Urban Water Cycle Essay Example | Topics and Well Written Essays - 500 words

Urban Water Cycle - Essay Example The Consent Decree does not contain a completed schedule both for upgrades and construction. In other words, the Decree is not by all means a full resolution of claimed violations. In the Decree, Akron is required to submit an updated long-term control plan detailing the construction of every project. Akron was required to upgrade its Water Pollution Control station so as attain a minimum secondary treatment capacity of 130 million daily by not later than October, 15, 2017. In the same way, Akron was also needed to separate the sewers for the combined sewer outflow outfalls at Racks 8, 13, 21, and 25, as well as 30 within eight years of lodging the decree. The city was imposed with fines amounting to more than $1 billion for more than 4,000 violations of the federal Clean Water Act over the years (Davidson, ‎Howard and ‎Jacobs 825). Therefore, the courts held that the decree as not fair, adequate, reasonable, and in the best interests of the public. The ruling implies tha t rates of more than 300,000 Akron together with the suburban residents who make use of the city’s sewer system would be boosted on a less expensive plan. The sewer clean-up was necessary since it was a threat to the ecosystem of the Cuyahoga Valley National Park. Cleveland area is also dealing with the same problem. The Akron/Cleveland CSO area covers about 167 square miles and includes majority of the Akron metropolitan area. The population is about 352,000. When it rains heavily, the industrial and domestic wastewater exceeds the capacity of the Akron Waste Water Treatment overflowing into the Ohio Canal, Little Cuyahoga River, Cuyahoga River, and Camp Brook. It may cost the City of Akron about $1.4 billion to implement its long-term control plan. In the plan, the green infrastructure would reduce the storm water from getting into the sewers. They would rely

Reactions of Xanthine Oxidase and Aromatase Inhibitor Research Paper

Reactions of Xanthine Oxidase and Aromatase Inhibitor - Research Paper Example According to the findings, it can, therefore, be said that breast cancer, as well as ovarian cancer, is a large problem of medicine and both are life treating, especially for women. These cancers are of particular importance because they are promoted by estrogen. In 2000, approximately 130,000 women died of breast cancer; nearly two-thirds of these women were postmenopausal. In pre-menopausal women estrogen is produced in the ovaries, so reducing estrogen from other sources is not important, but in postmenopausal women, most of the estrogen in the body is produced in the adrenal gland from the conversion of androgens and also from adipose tissue through a special enzyme called aromatase. The large influence of the estrogen produced outside the ovaries by aromatization is clear. In postmenopausal women, their estrogen comes from the actions of aromatase-final step in the pathway of estrogen biosynthesis by creating an aromatic ring in the steroid molecule, and so its inhibitor may be used to treat estrogen tumors, and so, effective treatment in breast cancer is an aromatase inhibitor. Also, it is used in women when their ovaries are no longer producing estrogen. It is not the same in premenopausal women or the opposite effects appear, the main estrogen comes up from ovaries, not by conversion androgen to estrogen, so blocking aromatization effects does not increase the androgen production. According to clinical researches, a correlation has been establishing between estrogen receptors and the growth of breast cancer and so effective therapy can be made by aromatase inhibitor working more efficient then tamoxifen. The hormone estrogen delivers growth thru signals to the hormone receptors, so less estrogen in the body leads to fewer growth signals and stopping the growth of cancer. Now medical experts consider aromatase inhibitor for postmenopausal women with invasive hormone receptor positive for breast cancer, in the early and advanced stage. Aromatase inhibitor , according to research, can stimulate ovulation- can treat infertility. According to 65 patients included in the studies, drugs can suppress estrogen production in endometriosis and reduces pain and chance of endometriosis in combination with hormonal treatment. It is significant to mention that there should be no long-term use because it may cause bone loss. It also helps bodybuilders, who take anabolic steroids from being converted to estrogen such as in the case of gynecomastia. In one recent study, however, aromatase inhibitors were found to be no more successful at treating pubertal gynecomastia than a placebo. Aromatase inhibitors have also been shown to reverse age-related declines in testosterone, as well as primary hypogonadism. The third generation drugs: anastrozole, letrozole, and exemestane have given remarkable specificity and potency. Leading thru initial results from clinical trials, these agents will become the cornerstones of future endocrine therapy as a successf ul rational drug. It is important that the aromatase inhibitor have additional benefits thru pleiotropic effects as a particular role in preventing cancer or treating benign conditions.

Country with High Mortality Research Paper Example | Topics and Well Written Essays - 1500 words

Country with High Mortality - Research Paper Example The total surface area of the country is 238,533 sq. km /92,098 sq. miles (WHO, 2013). According to the United Nations Department Of Population and Social Affairs, the estimated total population for Ghana was 24,392 000 for the year 2010 and a projected 27,315,000 in year 2015.Of the total population, a bigger percentage is estimated to be in urban areas than I rural areas. The total population density for Ghana is estimated to be 82,000 and 146,000 people per kilometre in 2000 and 2030 respectively (WHO, 2013). Ghana is one of the more stable nations in Africa, with a good record of power changing hands peacefully. It has a multi-party system with a presidential representative government, whereby; the president is elected directly by citizens in general elections. The president becomes both the head of state and government (Princeton.edu, 2013). Ghana is the world's second largest cocoa producer behind Ivory Coast, and Africa's biggest gold miner after South Africa. Other top minera ls in Ghana include tuna, bauxite, aluminium, manganese ore, and diamonds. It is one of the continent's fastest growing economies with a projected growth rate of 7% in 2012 although its lower than of the previous year(World Bank,2013). The high growth rate is prompted by strong cocoa production, increased gold production among other factors. The GNI per capita of Ghana is US $1,230 (WHO, 2013) State of Health in Ghana The probability of dying between 15 and 60 years otherwise known as adult mortality rate, in Ghana was 273 per 1000 people. The life expectancy in years is slightly higher in females than in males, at 64% and 60% respectively. According to WHO, the leading cause of death in the country is malaria followed by HIV/AIDS and diarrhoeal diseases. It is estimated that in 2008, the leading cause of death among children under five was malaria, accounting for 26% of the total deaths. The mortality rate as a result of malaria in 2006 was higher in Ghana than in the neighbouring Cote d’ vore.In addition, theHIV/AIDS was also high in that country as compared to Burkina Faso and generally in the African continent in year 2007.Communicable diseases record the highest burden of disease, followed by non-communicable diseases. Injuries have the lowest distribution of burden of disease. According to WHO, the number of deaths from traffic accidents in Ghana was among the highest in the world, which marks a major contribution to the high mortality rates. Being one of the stable nations in Africa, Ghana does not experience a lot of deaths from violence (WHO, 2013). According to a study conducted in Ghana titled â€Å"Public Perceptions on the Role of Traditional Medicine in Health Care Delivery System†, findings suggest that traditional medicine is effective in treating various ailments. Some of the ailments that are effectively treated using traditional medicines in Ghana include malaria, mental illness, infertility, arthritis, boils, and typhoid fever , just to mention a few. While this is the case, it is worth noting that the traditional medicines are non-standardised as emphasized by Gyasi, Mensah, Osei-Wusu & Agyemang,2011). To most Ghanaians, poverty is a strong barrier to the utilization of health people than the orthodox care services. It’s no surprise then that traditional medicine is found to be cheaper and more readily available to the medicine.

Information Management System of IKEA

Information Management System of IKEA Introduction History A privately held international retailers of home products, being the largest retailers of the world they provide home products from furniture, fabric, glass, kitchen and bathroom accessories at an affordable price. Their vision being Anybody can make a good-quality product for a high price, or a poor-quality product for a low price. But to make good products at low prices, one needs to develop methods that are both cost-effective and innovative. This has been IKEAs focus. Maximizing the use of raw materials and production adaptation to meet peoples needs and preferences have meant that their costs are low. The IKEA way of doing things is to pass these cost savings on to customers. This idea came into being in 1943 by Ingvar Kamprad in Sweden who laid basis of IKEA and then afterwards it was owned by Kamprad Family. Data of august 2009 shows currently it has 301 stores (outlets) in 37 countries (scattered in Europe, North America, Asia and Australia), with more than 135,000 employees. (Source net) All products are in flat packed form to be assembled by consumer himself (saving space and time from in store assembling, easy handling and transportation and reducing packaging cost. IKEA Financial Progress this decade: This graph clearly describes IKEAs progress in terms of financial point of view but in this recession period what could be the factors it has adopted to increase its progress towards a progressing/ profiting organization. Multiple factors can be mentioned starting from its outlets structure up to higher level management all working in a close coordination. They modernized their structure at every step ultimately profiting the organization and customers in terms of providing cheap furniture accessories. Special Design of IKEA Outlets IKEA outlets are often on â€Å"one way lay out pattern† to encourage customers to see the store in its entirety. A self service way is introduced as customers collect shopping cart, proceed to open-shelf warehouse (for smaller items) then proceed to furniture warehouse where they could collect previously noted showroom product (but in a flat pack form). Furniture warehouse is usually located adjacent to main store. Ultimately proceeding to cashier for due payments. Retail Business Model of IKEA All trading of IKEA is through its outlets as well as internet, called as Clicks and Mortar or Bricks Clicks or Bricks, Clicks Flips (Catalogues). The usability of both of the ways for sales proved advantageous for the IKEA and for consumers as well: Developers Perspective Profitability of IKEA Management Perspective Increased / better productivity User Perspective Accuracy/ satisfaction/ cost effective To fulfill the above described criteria products have be efficient, effective as well as user friendly. Flaws of this system include Security problems, staff retraining or new technical staff, more employees loosing jobs and redundancies. Establishment of e-business is still advantageous for IKEA as counter mediation made payment available to them before goods are delivered, goods are supplied in time further reducing inventory cost, space for storage, direct delivery to customers home further reduces their cost. Structure of IKEA: OPERATIONAL Level Information Management system of IKEA Main structure of IKEA family comprises of â€Å"INGKA Holding† which is the main (parent) company for all the IKEA group companies. This INGKA foundation consists of 5 member executive committee naming â€Å"Kampard†, his wife and 3 attorneys (The Economist, 2006). IKEA Group company supervisory board comprises of Goran Grosskopf, the chairman and Ingvar Kampard being senior advisor and many others representing their own territories. This group of companies is basically concerned with carrying out all the necessary functions to bring the right product to markets. These companies include IKEA Sweden, Swedwood (Industrial IKEA production company), purchasing, distribution, human resource services, internet technology and communications departments (all working together). All scattered branches of IKEA (Franchisees) are connected to a common system networking â€Å"inter IKEA system† at national as well as at international level (monitoring all the sales, stocks, cash, inventory, demand and supply balances). The basic unit of information is provided by managers at local stores (shift / branch/ area/ territory managers), all collaborating to disseminate information from local up to international level. This propagation of information is carried out through internet using wide area networks (ultimately spreading information from end user to main supplier). So Human computer interaction results in: Cost reduction less staff needed, Resource Land saving Tangible Deployment Business Improved More messages Productivity transmission New ideas/products Organizational new forms of integration Enhancement improved business Work Intangible Enhancement Business Human Resource Structure of IKEA: Human Resource is one of the strongest departments of IKEA as it gives emphasis on IKEAs vision Their HR philosophy believes that employees are more productive and committed when company takes care of them and their needs. Timings of IKEA Store Opening: IKEA outlets are open 24 hours a day, restoring and maintenance carried out at night hours. For such long working hours IKEA hires students at a minimum rate in return getting good quality work. As officially students are allowed to work part time hours, so remain available for various shifts. Recruiting process: Recruitment in IKEA starts from online basic test in form of multiple choice questions which are meant to judge the intelligence, personality and persons response towards a particular situation. Online testing is another factor for saving up the extra money spent on recruitment process as well as time saving. Passed candidates are then called for a face to face interview which shows their level of confidence, dedication, interests and future goals. Passing candidates then go through a short training period, ultimately becoming a member of IKEA. Data Security Control/ Biometric Control: Employees are supplied with specialized computerized made IKEA identity cards which they swipe on a card reader, having a data of time in, working hours and time out. For enhanced security each card contains picture of employee (which can be checked by shift manager on duty). Job Security/ Benefits: All employees are provided with benefits uniformly like worker health and safety, housing facilities, forced and bonded labor, no child labor harassment, abuse and disciplinary actions. Employees are empowered fully in terms of their task completion. Supply Chain Management of IKEA: Supply chain management spans all movement and storage of raw materials, work in process, inventory, finished goods, and their transportation from the point of origin to the point of consumption. Structure of IKEA is designed to optimize the efficacy of its designed products and supply process. For the purpose of ease it can be divided into 4 parts, each operating as a type of internal market. Sweden is the head quarter where all the basic furniture is designed. â€Å"Swedwood† the oldest supplier from Sweden for IKEA providing raw material mainly wood from its own forests but with time increasing demands of raw material forced IKEA to look for other suppliers. Currently there are more than 57 suppliers of raw material in furniture industry only, more interestingly these suppliers are not centered rather scattered worldwide but they all are connected with ECIS (IKEA s own system) which allows them to have look at inventory level, forecasting and transparency of supply chain , ultimately helping them to anticipate orders. Here another important IKEA perspective can be appreciated that it further neglects/reduces its switching costs at minimum as it always try to negotiate with previous suppliers rather than searching for newer ones. Retail division largely keeps all the responsibilities of controlling stores (franchises) world wide. For this purpose they have integrated complex communicating system (with the help of IT) which is maintained at every step . â€Å"Istra† the marketing decision maker set up a competitive tender to decide the production. More interestingly most products are manufactured in developing countries to keep down the costs. It is the responsibility of the â€Å"distribution centers† for the distribution (transportation) of raw material/ goods and designs to manufacturers (which again are not centered, giving huge emphases on communication and continuous support). IKEA ‘s highly trained technical staff keep concentrating on design improvements as advised by management to make products that are functional, simple, well made, affordable, easy to get assembled and durable. A specialized integrated project team (IPT) ensures that all these demands are met at all levels. All the above described divisions though working independently but still are connected and being monitored by â€Å"Business Support Centers† which keep introducing newer technologies and logistics. Similarly IKEA transport manager make arrangements for all transportation s at a global level (in collaboration with support centers for product/ material tracing). IKEAs policy is to shorten lead time. Attempts are being made at supplier, manufacturer especially at transportation level, where bypassing most of the retail stores is being tried. For this purpose products are transported directly from the main distribution center to consumers house (at consumers cost) saving his time and saving IKEA money at the same time. For this purpose IKEA maintains 41 trading service offices, scattered in 30 countries with 1350 suppliers. Having discussed various steps of supply chain it can be said that it is the collaboration between suppliers, intermediaries, third party service providers and customers through various transport sources (Strategic Supply chain). On the basis of demands management takes decisions regarding purchasing and production, inventory decisions, transportation strategy and routes, at the same time keeping an eye on accounts (Tactical Supply chain) . Ultimately production and distribution planning, demand planning and forecasting, all inbound and outbound movements, order promising on day to day basis (Operational Supply chain). Shopping at IKEA Franchises: Radiofrequency Identification (RFID) Newer technology which enables remote and automated gathering, then sending information between RFID tags (attached with the products ) and readers (which could be handled units or fixed units as both are in operation in IKEA). RFID tag consists of an integrated circuit, having specific data which could range from a unique identity number up to a thousand bites data. When these tags are shown to readers all necessary information get flashed at the device (reader) which is connected with not only in store local area network but also with a higher level management (at international level) as communication satellites are in operation as well. So information propagating starts as soon as a product is shown to reader without any delay. Advantages of RFID System for IKEA Data transmission, storage and analysis become much easy now than before. Information between tags and readers is rapid, does not even require direct contact. Inventory and stock level could easily be accessed. On the basis of previous sales accurate forecasts for a particular product could be made. Disadvantages of RFID System for IKEA Newer technology needed trained staff Data had to put over tags and readers with accuracy Required some investment. Client Server Architecture A customer can place an order online or through a computer system placed at IKEA franchise. For this kind of order placement customer places an order, pays cash through his debit card (in UK cash payments are handled through PayPal which is considered as the safest way of e-shopping. After making a transaction he is given a â€Å"specific order number† he shows to the main reception staff and gets his desired product straight away. Pic In this case information gets flashed at all (local, national and international levels). â€Å"Just In Time† (JIT) Policy OF IKEA: For the purpose of further reducing cost IKEA uses just in time policy as all the furniture is not stocked at the store level, so when a product is ordered it is directly shipped from the warehouse to customers home at a cost of additional transportation charge (bypassing intermediaries and reducing costs to both consumer and IKEA itself). Pre requisite for JIT All departments (suppliers, designers, manufacturers, transportation) have to work in close association to shorten the time frame, cut the cost while no compromise at the quality. Requires handsome inventory. IT plays the most crucial part for JIT to function at its best. Pull Based Model for IKEA Customer Relation Management Customer relation management can be discussed under 3 headings: Customer Relation Management Sales Marketing Customer Service â€Å"Sales† could be further discussed as IKEA uses the below given ways for sales. Web sales Sales Phone Field (Franchise) These Points have discussed earlier in the assignment. IKEA Catalogue Marketing of IKEA Web Marketing IKEA Catalogue: IKEA catalogue provides the most important tool for the purpose of marketing. IKEA is known as the trend setter in the catalogue publishing field. Annually published catalogue is in 27 languages and is published in 36 countries (†¦Ã¢â‚¬ ¦..) Catalogue accounts more than 70% of the IKEAs annual marketing budget. It is said that more copies of IKEA Catalogue are printed as compared to Bible each year. PIC A quarterly printed magazine â€Å"IKEA FAMILY† further supplements the catalogue in terms of marketing. IKEA Website Marketing An up to date, well maintained website for marketing purposes is maintained round the clock. A specialized team of IT consultants remain available for all the times. Every promotional, seasonal offers, sales, discounts and special offers are displayed for the interest of customers. A wide range of products remain separately available on stock for e- shopping. On field Promotional staff Customer Service Play Area for Kids Bargain Corner IKEA Warranty IKEA Special handling booklets On field/Ground Staff: A well trained ground staff is available at store round the clock providing a high level of customer support. Friendly staff of IKEA feels pride helping their customers. Its a part of their routine practice to promote and assist their customers interest and guide them towards purchasing their goods. Play Area for Kids: IKEA has introduced a separate play area for children (aging 3 to 10 years of age). This facility is provided free of charge. As play area is a separate unit in the IKEA franchise so parents are provided with hand held pagers in order to get back to their children if they need some help during shopping. This unique feature is available only at IKEA stores which makes its customers more interested in visiting and shopping from IKEA. Bargain Center: A bargain corner is specially meant for returned, damaged or previously displayed products at a fairly reasonable low price. These products though are priced quite low as compared to other products but with no warranty. Furthermore on buying such goods customers are reminded again that this product does not carry any warranty and all the products clearly mention that either they are repaired, returned damaged or previously was displayed in the store. IKEA Warranty: All IKEA products come with IKEA warranty cards. Warranty of IKEA products ranges from minimum of 5 years up to 20 years depending upon the type of product and its life cycle. If a product gets damaged before this time customer is offered free service or even complete new product replacement. For these purposes IKEA keeps its customers details on records in order to trace them on their demand. IKEA Special Handling Booklets: As IKEA products are pre assembled and customer has to assemble the furniture himself, for this purpose customer is provided with a special product handling booklets which describes all the basic information regarding assembling all the material. Booklet further provide guidance for its proper usage, any precautions and safety advices. IKEA Outsourcing IKEA Help lines IKEA uses its help lines as a basic tool for outsourcing. A well trained, highly motivated staff is available round the clock to assist customers at all the levels. These help lines are free of charge and can be assessed 24 hours. Customers make calls; tell them their product reference number (mentioned on the booklets) Customer service assistant check that number in their computer system and get all the necessary information. Then they guide consumers what to do and where to report further or in case if they need any guidance they are given guidance if possible at the same time. Development of Internet Technology (IT) IKEA main center can be assessed through internet as all necessary guidance, sales, discounts, special offers and details of specified products can be assessed while sitting at home, or on work without any time delay. Development of IT therefore provides a major source of not only promotional perspective but sales and customers service as well. Help desk is available not only at IKEA stores but online as well. Limitations of IT Internet technology is labor intensive for both data input as well as accessibility. Well experienced staff is needed to gather all the necessary information from all the relevant departments (starting from a local level to national to global level). A separate IT department is mandatory for its time to time approach and functioning efficiently. Internet viruses/ hackers are a continuous threat for an active IT department. Many organizations may not want to supply information regarding their quality costs as they may have to face increased competitive force. Human errors, environmental hazards and computer system failures still remain unintentional threats. An educated/ well aware audience is needed to avail the internet advantages.

The Ethics of Shopping at Wal-Mart Essay -- Argumentative Persuasive E

One has to work hard to consider their values in particular issues and how strongly they feel. This is the choice many people make when they invest in mutual funds, and have no idea where their mutual funds are invested. Many vocal opponents to shopping at Wal-Mart might discover they hold investments in the Wal-Mart. There are 1050 mutual funds that are invested in Wal-Mart, some of the largest mutual funds in the world. There are many people who have no idea where their investments lie. If you want to be true to your value against shopping at Wal-Mart, you need to be careful to remove yourself from investments that support Wal-Mart. You have to review your investments and find out where your money is invested. Let's consider the case of the prominent politician, John Kerry. John Kerry's wife, Teresa Heinz was a highly vocal critic of Wal-Mart. An investigative journalist discovered that she had one million dollars invested in the company. She held a lot of stock in a company of which she was critical. This provides insight into the idea that you have to work hard to consider your values in particular issues and how strongly you do feel. Regardless of what you think of Wal-Mart, Wal-Mart is continually voted as one most admired companies in America by Fortune magazine. This is how Jerry Useem began the article he wrote for Fortune magazine: There is an evil company in Arkansas, some say. It's a discount store-a very, very big discount store-and it will do just about anything to get bigger. You've seen the headlines. Illegal immigrants mopping its floors. Workers locked inside overnight. A big gender discrimination suit. Wages low enough to make other companies' workers go on strike. And we know what it does to weaker su... ...oods they buy in order to have a saner, more livable lifestyle. 2 In conclusion, I agree with the noted shortcomings of Wal-Mart. But, I don't think people can argue that it's unethical to shop at Wal-Mart, that anyone who shops at Wal-Mart is unethical or believe it is ethical to point the figure at those who do shop at Wal-Mart. I suggest everyone first check their values and then their investments, and they'll discover they probably are supporting Wal-Mart, a company they believe is evil, via 401Ks or mutual funds. Works Cited Jerry Useem. Should We Admire Wal-Mart? Some say it's evil. Others insist it's a model of all that's right with America. Who are we to believe? Fortune Magazine February 23, 2014 From "No Place Like Home/Community and the Marketplace" (p. 191 - 193) How Cities Work by Alex Marshall, University of Texas Press Austin, 2013.

Use of Polarization in Goodbye, Mr. Chips Essay -- Goodbye, Mr. Chips

Use of Polarization in Goodbye, Mr. Chips  Ã‚   Opposites attract.   James Hilton uses this fact in Goodbye, Mr. Chips to create tension in the story; however, he makes greater use of this polarization to develop the character of Chips.   Mr. Chips and Katherine Bridges may be viewed not only as opposites but also as arguments.   Hilton uses thesis in the form of young Chips and antithesis in the form of Katherine Bridges to arrive at synthesis, the personality and character of the mature schoolmaster. Hilton portrays young Chips as lacking in confidence.   During an interview, Chips, a schoolteacher in his early twenties, admits to Wetherby, the head of Brookfield, that disciplining young boys was not one of his strong points at Melbury, his previous school.   Wetherby counsels Chips that "youth and age often combine well" and offers Chips a second chance at Brookfield, an old established school (4).   At Brookfield Chips assumes a scowl and a no nonsense attitude to cover his inward nervousness.   During the next ten years, Chips realizes that his discipline "although good enough ...

Review of Related Studies Essay

A lot has been written about what supply management is, and how it relates not only to similar terms and to concept like purchasing, procuring, and sourcing, but also to concepts like management, logistics, and supply chain management. Most authors differentiate purchasing, procurement, sourcing, and supply management as follows: they start by stating that purchasing includes operational activities that are carried out more or less exclusively by one department, namely the purchasing department. The sequence of activities here usually starts with the need identification and ends with the tracking of purchasing activities. Procurement is then defined as being broader in scope and including some activities of strategic relevance. According to Dobler/Burt (1996), procurement includes not only purchasing but also tasks that are strategic in nature. The same logic is then applied to supply management as figure 1 shows. See on page 38 for the figure. Monczka/Trent/Handfield(1998) use the terms purchasing and procurement interchangeable throughout their book. In their view, purchasing and procurement are functional activities that â€Å"most often refer to day-to-day management of material flows and information†. They also define sourcing â€Å"a cross functional process that involves member of the firm other than those who work in the purchasing department, the sourcing management team may include members from engineering, quality, design, manufacturing, marketing, accounting, strategic planning, and other department† Kaufmann (1995) describe sourcing; â€Å"an integrative management approach to designing all supplier relations in the sense of a total relationship management† Arnold (1997) uses the term supply management as an umbrella term for the concept of procurement, materials management, and logistics. According to him, the latter includes inbound logistics, and internal logistics, as well as outbound logistics. Tempelmeier (1995) defines purchasing as contract-centered (as opposed to logistical activities implying the physical movement of goods). He defines procurement as all activities aiming at supplying the company with needed inputs. Corsten (1995) the process of purchasing denotes the act of acquiring the property right of the procurement goods. He defines procurement in a similar way as Tempelmeier. Sourcing is the process of planning and handling outside sources. He defines supply management as procurement with a strategic focus that acts proactively and contributes significantly to company performance. Koppelmann (1995) uses the term Procurement Marketing for nearly exactly the same set of activities as Dobler/Burt do for supply management. There is also some discussion about the types of purchases that fall under each of the definitions. International authors like Dobler/Burt (1996), Monczka/Trent/Handfield (1998), and van Weele (1995) restrict the scope of purchasing, procurement, sourcing or supply management to materials, services, and capital equipment. They do not include the supply of the company with financial resources or personnel. German authors like Arnold (1997), Fieten (1986), Pieper/Pfohl (1993), Tempelmeier (1995) argue differently: They say that from a theoretical standpoint all inputs have to be considered. Some of them like Arnold and Pieper/Pfohl however, pragmatically restrict the scope of purchasing, procurement, or supply management to materials.

Cultural Critique – Racism

Unfortunately, in this time and age, racism continues to be an issue in the American society, especially in the south. Since the introduction of slavery, many people have the belief that skin color determines someone’s ranking in life. After the freedom of slaves, racism became a big problem in America. As a result, other races look down upon many different cultures and ethnic groups believing that they are superior to others. Racism has lead to people discriminate against one another and become prejudice. Unfortunately, racism effects peoples lifestyles, job opportunities, and education. Racism affects a person’s lifestyle.Unfortunately, racism can cause a person to go into deep depressions. After constantly hearing negative aspects of a person’s image, people can begin to loath themselves. Unfortunately, self-loathing can cause a person to become suicidal or cause self-harm. Because of racism, people have gone to extreme lengths to change their physical appeara nce. For example, many people have confessed about trying to change their skin complexion by putting harmful substances on their bodies to bleach their skin. Dealing with racism can be oppressive. Fortunately, there are people who turn things like this into auspicious outcomes.For example, during the civil rights movement, the people of America fought to change the oppression of racism. By doing so, they defeated the milestone and overcame racism, by doing what they were told they could not. Instead of letting others put them down with spiteful words, they lifted each other up with encouraging words. As a result, they created self-love and the common phrase â€Å"Black is Beautiful. † Racism can also affect a person’s job opportunities. Racism cause races to believe that they are better than another race. As a result, people may discriminate against another person due to their appearance.For example, many African Americans are discriminates against in the work place. C onsequently, African Americans have to work harder than others to obtain the same job than someone of a different race does, say Caucasians. This affects the African American community causing for the different negative statistics about unemployment and welfare increase. Fortunately, there was a law passed that prohibits discrimination of any type in the work place. These laws prohibit jobs from discriminating against people for their race, gender, and ability. Racism has affected the education of many children.In the past, racism has caused segregation. During the times of segregation, African Americans students attended different schools than the Caucasian students. The African American children had to use used books with torn and ripped out pages, while the Caucasian students used brand new books. This caused there to be a gap in learning process of African American students. Although segregation no longer exists in the school system, it still affects the education of children to day. Schools in African American communities do not have the different amenities as schools located in diverse communities.Researchers have found that the achievement gap is linked to racial segregation. There are currently no segregated schools, but instead schools that are aimed toward different ethnic groups, but will allow any one of any race to attend. For example, there are schools that target the black community and educate them on their heritage and the school board curriculum. The people who participate in racism are intolerable to others racial appearance. Regrettably, racism hurts the lives of many people. The people who continue to be racist and intolerable to others people’s nationality make the lives of others a living hell.Many people have caused self-harm to themselves and others due to racism. People carry racism to their job place, and other places creating an uneasy and negative atmosphere. Racism has shaped America into what it is today. Without racism, pe ople would not be as strong as they are today, with thicker skin for words. Comparing people’s treatment of now to the treatment of who endured racism, the negativity is nowhere near as harsh. Racism has also caused many people to love themselves even more. There is currently a new trend of people becoming excited by their â€Å"haters;† and instead of allowing it to hurt them, they use it for motivation.America has been negatively impacted by racism. It has caused negative changes in people’s lifestyle, job opportunities, and education. Due to the negative influences of racism, people have gone into deep depressions. People have succumb to depression because they are constantly discriminated against inside and outside the work force, they have to constantly over compensate and compete for jobs with people of different races, people are called out of their name, and are being miseducated by the educational system. Racism has negatively influenced America since i t was introduced during slavery.

The Fiftieth Gate

The Fiftieth Gate, understanding the past is represented as a continual and dynamic process. Baker gives a holistic representation of his parent's experience of the Holocaust, demonstrating the complimentary relationship between history and memory. This notion is explored in the autobiographical book through the depiction of his parents', and his own past. The barcarole style of the text aids in portraying the interplay between history and memory, enabling a more cohesive representation of the lasting repercussions of the Holocaust.Due to the traumatic tauter of her past experiences, Genie finds historical accounts of the Holocaust confronting to reconcile with her own memories. This tension is depicted by Baker, when he confirms the date of an Action against the Jewish population in Genie's town, â€Å"It was Yon Kipper. You're right. The Action took place on 21 September 1942. † Baker's pursuit of historical accuracy compromises Genie's personal memories, as she feels that c ompared to her own ordeals, history is an insufficient means of understanding the past. She responds: â€Å"I'm right, he says. What an honor. What do you know about Actions?We were standing there like little lambs. Screams, crying. A massacre of weeping lambs,† here, the imagery of a lamb conveys the destruction of both an entire community and the destruction of Genie's childhood innocence. Baker struggles to unite the non-chronological and unreliable nature of memory with his own fastidious historical research, but gradually understands that the two complement each other to give a more open representation of the past. However, the tension between mother and son and hence, history and memory, is seen in the transcript of Baker's interview of his mother: â€Å"Pitch black.Pitch black, that's how I was for years†¦ What do you mean, do I remember? Stop interrogating me. Stop testing me. What, all these years you thought that because I wasn't in Auschwitz like your father I didn't suffer? † The use of transcripts is integral to the eclectic barcarole structure of the text, as the myriad of textual forms demonstrates the ongoing process of understanding the past. The tension between the two discourses is clearly seen, as Baker often finds his mother's memories impossible to vindicate, despite her vivid recollection of the suffering in her past.Genie feels that ere suffering is overlooked, as she has little historical and physical evidence to represent the effects of the Holocaust on herself. As a barcarole text, The Fiftieth Gate explores the dynamic process of understanding the past, and through the interaction between his mother and himself, he highlights the difficulty and importance of reconciling both history and memory. Baker's father, Yogis is often reluctant to delve into his own memories, and cannot fully reconcile his own past with the reality of the present.Rhetorical question conveys Yokel's inability to entirely accept the past, as he retains a child-like degree of optimism: â€Å"Maybe he's still alive. Could be, you know. Could be. Anything can happen. After the war I met people I thought were dead. Have you ever heard such a thing? † The transcript of Yokel's interviews expresses a direct connection to his personal memories. Whilst Yokel's resilience is an admirable quality, it can lead to an attitude of denial. Through Baker's process of interviewing his parents and ascertaining the history of their Holocaust experiences, the past is re-examined and represented in a more comprehensive manner.This transcript is contrasted with a conversation twine father and son, and displays the diverse barcarole style that is integral to the representation of Baker's parent's memories. Chapter 16 begins with a portrayal of the difficulty in confronting the historical details of Yokel's own past: â€Å"l can show you what your father wore when he arrived in Buchwald. ‘ My father seems angry at this latest dis covery. ‘Do you know when he went to the toilet? The color of the agates he wore under his pants? Maybe you can tell me when I last showered or what I did everyday in Auschwitz? However, the chapter ends with Yogis reluctantly expressing a desire to learn the clothes worn by his father. This expresses the ongoing nature of understanding the past, as the ordeals of one's past retain the potential to cause significant grief. This notion is present throughout the novel, and is particularly significant in Yokel's growth as the result of opening up to a more complete understanding of his own memories. Juxtaposition is used to highlight the mutual dependency of history and memory in the process of effectively comprehending the past. Whilst being interviewed, Yogis begins: â€Å"l was born in Wreaking.Baker's commentary follows: â€Å"Wreaking was born before him. In 1657, founded by Bishop Bogus Readdressed who obtained royal permission to colonies the woodlands along the Seminal River. † The direct and impersonal nature of historical discourse, although important, is directly contrasted with Yokel's memory, which is far easier to empathic with. However, we understand that the two complement each other to give a multi-faceted and progressive understanding of the human experiences of the Holocaust, which results in a certain degree of ‘closure'. Although Mark Barker was born after theHolocaust, the ramifications of the events have profoundly affected his own life, and the process of understanding the past is pertinent to Baker himself. Baker states, of himself and his brother , â€Å"†¦ L knew there was something more deliberate in the names chosen for us, an attempt to obliterate not only my parents' foreignness but the memories attached to it†¦ So I decided to put the past back into my name. I have chosen Raphael, the earliest ancestor I can find on our family tree. † The understanding of the past that has been enabled by learni ng of his parent's personal stories have enabled Baker to reconnect to his cultural heritage.This personal progression is integral to the semi-autobiographical nature of The Fiftieth Gate, and represents a significant level of personal growth that Baker has garnered through the discourses of history and memory. Throughout the text, it becomes apparent that Baker has been profoundly affected not only by his parent's experience of the Holocaust, but also by the suffering inflicted collectively on the Jewish population. This is apparent in the elements of ‘Midribs' – the oral and written exploration of biblical texts – that are inserted intermittently wrought the book.Baker briefly recounts the story of Rabbi Hanna Ben Iteration, who was killed by the Romans due to his faith, and subsequently martyred. Whilst being burned, Iteration is asked by his disciples what he sees. He responds, â€Å"The parchment is burning, but the letters are soaring high above me. † This is followed by a poem, â€Å"My parents remember: the fire/the parchment burning/the bodies buried/ letters soaring high, ‘turned to ashen dust. † This element of Midribs is representative of the barcarole style of the text, and conveys Jewish resilience that has lasted millennia.However, Baker subverts the optimism of the original text to convey the horrors experienced by all the victims of the Holocaust. It becomes apparent that this suffering, whilst not directly inflicted upon himself, resounds in the children of Holocaust survivors. The Fiftieth Gate explores the notion of understanding the past through the complimentary discourses of history and memory. Baker demonstrates the implications of this notion through the depiction of himself and his parents, Yogis and Genie. It becomes apparent that understanding the past is not a fixed process, and that it can at times cause tension.