Anand Mahindra Profile

Anand Mahindra * Passionate innovator * I call myself a â€Å"right brained person. † * The whole feeling in this company has been one of trusteeship. * Innovators are non-conformists. Innovators and entrepreneurs are those who have immense confidence in their capabilities. * If educated properly, Indians are second to none in the world. * I worry when times are good. * It’s never only about the money, it can’t be. Otherwise I don’t think you can get outstanding results. Timeline 1955: Born in Mumbai, Maharashtra 981: Returned to India and joined Mahindra Ugine Steel Company (MUSCO) as an Executive Assistant to the Finance Director 1989: Became the President of this leading group 1991: Became the Deputy Managing Director of the Mahindra & Mahindra Group 1997: Became the Managing Director of the Mahindra & Mahindra Group 2003:Became the Vice-Chairman of the Mahindra & Mahindra Group 2004: Knight of the Order of Merit by the President of the Fren ch Republic. 2005: Person of the Year from Auto Monitor and Leadership Award from the American India Foundation. 006: Received the CNBC Asia Business Leader Award and Entrepreneur of the Year Award by the Ludhiana Management Association. 2007: Received the Inspiring Corporate Leader of the Year Award from NDTV Profit. Background (From films to business) Anand Mahindra, 50, was schooled at the Lawrence school in Lovedale. He completed his graduate studies at Harvard College in Arts, following it up with an MBA from Harvard Business School. His paternal uncle, Keshub Mahindra, is the current chairman of the company.He is married to Anuradha Mahindra, who is the famous editor of the magazines ‘Verve' and ‘Man's World' and is the Editor-in-Chief of Rolling Stone India. The couple together has two daughters. A communist in his college days You don’t find a Harvard graduate who earned a summa cum laude (Latin for â€Å"with highest honour†) in film, heading one o f India’s largest auto businesses. A self-confessed ‘right-brained person, Anand Mahindra believes this honour from Harvard was a cathartic experience and marked the end of his rebellion.It also proved to sceptics that he could establish himself in a field where his family was not present, rather than walking the easier path of joining and running an inherited family business. Anand, also a Communist party member in his college days, firmly believes that innovation and creativity are mindsets and one needs to constantly question one’s direction in life – something he says he doesn’t see in today’s youth, who he believes are focused and know what they want from day one.Anand began his career in a group company – Mahindra Ugine Steel (MUSCO) – taking it through the stormy early-eighties negotiating with labour unions in the steel business, a period he calls a â€Å"trial by fire†. Anand eventually joined M;amp;M in 1991, an d became the Managing Director in 1997. He has a strong sense of pride in the work he does, and believes given the right education Indians are second to none in the world. The Scorpio success factor Not surprisingly, the Scorpio remains Anand’s biggest achievement.Or, as he puts it, â€Å"The scale of risk we took is our biggest achievement†. The Scorpio, interestingly enough was born, not as a specific SUV project, but as an idea from a 26-year-old engineer who was part of a team building a 13-seater Utility Vehicle. The imposing Rs6bn budget for developing the Scorpio was a huge risk to take and a hurdle to cross. Anand took the bet, convincing the Board that it was the way forward. The rest, of course is history. Real estate – changing the way people liveAnand cites driving innovation across M;amp;M and the entire Mahindra Group as another key achievement. His idea of setting up unique world class complexes (â€Å"World Cities†) that holistically integ rate the needs of work and family is a case in point. Despite opposition from the board (â€Å"For five years people thought I was mad†), Anand held his stance that â€Å"We’re changing the way people live in these townships. † Sure enough, Mahindra Gesco (the holding company) currently has orders worth Rs15bn and takers like Infosys for it’s Mahindra World City, Chennai project. The bluechip criteria† The fact that the Mahindra Group consists of a myriad of companies seems to question the entire concept of focus. However, Anand believes that he already â€Å"chopped the deadwood† in 1994 (exiting businesses like nuclear engineering, oil drilling, etc) and set six areas as key focus businesses for the group. Each of these groups has to meet â€Å"the bluechip criteria,† which means the business must: (a) be a leader in its industry; (b) have innovation as a key model; (c) have global potential; and (d) deliver on demanding financial go als.Six focus areas for the group With Anand removing himself from active management (â€Å"kicking myself upstairs†), all the businesses were given dedicated presidents to provide managerial focus. He believes giving managerial and financial independence to these businesses is what sets them apart from the conventional conglomerate structure that tends to focus on top-management control. Anand is now moving forward to list each of these businesses, which are as diverse as Mahindra-British Telecom (IT), Club Mahindra (time-share holidays) and M;amp;M Financial Services. All of these will be IPOed and will therefore become independent. † The five cylinder engine in autos At the same time, Anand also resisted pressure to carve out M;amp;M’s auto business into a separate company. â€Å"If we do it right, I have a better chance of turning Mahindra as a globally recognised cult brand, than I do, trying to turn it into General Motors. † Anand sees M;amp;M as a t hree-cylinder engine, consisting of UVs, tractors and components. He is focusing on building M;amp;M as an â€Å"auto competency group† by creating verticals sharing the same platforms such as logistics, procurement and ngineering. His philosophy for M;amp;M is â€Å"When you build more verticals you simulate the scale and get a larger company without losing the niche focus. † With the recent tie-ups with Renault and International Trucks, Anand believes he has now created a â€Å"five-cylinder engine†. Benefits for M;amp;M’s core auto business are already flowing in – for example M;amp;M is now tapping into Renault’s global procurement systems. Clear targets for each businesses Anand has clear targets for each of M;amp;M’s three cylinders.UVs – to be a globally recognised brand, tractors – to be a dominant player, and auto components – to be the largest automotive component conglomerate in India (â€Å"We’ d like to be a Dana, Spicer or a Lear. †). Similarly, for the group Anand doesn’t believe in one single goal. He chooses, instead to focus on leadership, innovation, a global presence and delivering on the financials. Everything else, including size, which he believes doesn’t matter, will then follow. What he does with his free time Anand spends as much time as he can with his family and those near and dear.A friend once told him that life is like a bunch of rubber and glass balls that you have to juggle all the time. You have to know, which are the glass balls, and you never drop those. The rubber ones keep bouncing and you can pick them up along the way. A voracious reader by his own admission Anand does not read business books since they become obsolete. He prefers business magazines such as Harvard Business Review, BusinessWeek and Fortune. In fiction, Anand is a big fan of the Booker Prize winning author, Ian McEwan.

How did Transportation Change During the Industrial Revolution

How did Transportation Change During the Industrial Revolution? The universe had gone through two industrial revolutions. The first revolution began in the 1700s. And the 2nd revolution happened in the 1860s. Both of the revolutions were the most of import periods in the history of human society because they influenced about every facet of life and particularly brought the universe wholly new sorts of transits. Steam engine, waterway, route, and railway experienced chiefly betterment during the first revolution, and the 2nd revolution brought the innovations of car and aeroplane ; both they played an indispensable function in the development of transit in history. The steam engine was one of the most critical constituents that had been invented during the first industrial revolution. It contributed a batch to the betterment of transit. Thomas Newcomen was the first individual who invented the steam engine. However, the usage of the steam engine was expensive and non efficient. ( World History text edition ) Until 1765, James Watt, one of the greatest subscribers to transit, reformed the steam engine to be more efficient and consume less fuel by adding a separate capacitor to Newcomen’s engine. Watt’s betterment had saved about 75 per centum of the fuel that had antecedently been used by the engine. ( Kendra Bolon ) After the betterment, the steam engine had been used loosely on the other transits, such as steam ship and steam engine. The steam engine non merely improved the manner of transporting, but besides the quality of life. For illustration, people could go by taking locomotor and steam ship. Furthermore, they could bask th e life by watching the landscape during the trip. Therefore, the steam engine was the most unbelievable transit in the universe. Roadss, canals, and railroads were three major constituents of transit improved during the first industrial revolution. Peoples used the roads as the basic manner to transport the goods from one topographic point to another. Roadss were in really bad fix before the first revolution, and it were non efficient for people to transport goods. ( World History text edition ) John MacAdam, Thomas Telford, and John Metcalfe all developed the new roads building techniques. Thomas Telford made new foundations in roads with big level rocks. John MacAdam equipped roadbeds with a bed of big rocks ; hence, people could transport goods on a showery twenty-four hours. Canal was another critical portion of transits, which allowed goods to be transported through a series of semisynthetic waterways. Transporting goods by canal lowered the hazards of besotted merchandises during path. Furthermore, a canal flatboat could transport more merchandises than the other signifiers of transit during that clip. C anal besides cost less money for transporting ware. For the ground of transporting heavy goods from topographic point to topographic point, the betterment of railroad began in 1800, which made a great spring in transporting engineering in human history. The improved steam engine led the running locomotor with decently powered technique of turn overing. The betterment of railroads allowed the towns and metropoliss to turn quickly. In the mid-18Thursday, Abraham Darby made a plate manner of dramatis personae Fe on top of tracks that allowed the furnaces working and able to raise the Fe home base. In 1789, William Jessop developed an â€Å"L† shaped rail which held the waggon on the path. Goods could be transferred within a short sum of clip, which helped to further the agricultural and fishing industries. The engine was capable of transporting ternary sum of goods compared to the horse-pulled waggons. ( Mrs. Abiah Darby ) The betterment of route, canal, and railway changed the manner of transporting, the sum and distance of transporting goods increased significantly and affected how people lived consequently. The car and aeroplane were the two most unbelievable signifiers of transits that were been invented during the 2nd industrial revolution in the 1860s. Car was important signifier of transit since it affected the whole universe. The car was foremost invented by Karl Benz in 1886. Later on, in 1908, Henry Ford made the car low-cost for people by presenting the assembly line. ( World History text edition ) Automobile enabled people to travel anyplace they wanted to at any clip. It’s the most convenient tool for people to travel. As for the other of import innovation, aeroplane, was built in 1903 by Wilbur and Orville Wright. ( World History text edition ) Around 400 BC, Archytas was reputed as the first individual designed and built the first automotive winging device. While the Wright brothers made the first successful attempt to transport a adult male rose by aeroplane. The first aeroplane flew of course at even velocity, and descended without harm. Although the flight lasted merely 59 seconds, it marked an of import start of the aircraft industry. The visual aspect of car changed the whole universe wholly in that it provided a convenient and low-cost manner to transport and travel for people. The creative activity of aeroplane broadens the range and distance of the transit, which may transports riders and goods across continents and land. These two innovations both brought important influence to people. In decision, during the first and 2nd industrial revolutions, transit had gone through dramatic alteration and betterment. It non merely brought effectual and efficient manner of transporting, but besides influenced and shaped people’s life, about every facet in people’s day-to-day life. With the progress of engineering, transit progressed. The steam engine led to the application of locomotor and steamboat, which increased transporting capacity and therefore facilitated more production machines for fabrication in other industries. Trade enlargement was fostered by the debut of canals, improved roads and railroads. The innovation of car grounded the basic manner of transit for people while the aeroplane provided a faster manner from topographic point to topographic point. The first and 2nd industrial revolution marked a turning point in human history, and transit played a critical function impacting people’s life socially and economically. Bibliography: Bolon, Kendra.The Steam Engine. N.p. : Kendra Bolon, 2001. N. pag. hypertext transfer protocol: //www.history.rochester.edu/steam/thurston/1878/ . Web. Bustamante, Crystal. Transportation during the Industrial Revolution. N.p. : Crystal Bustamante, 2009. N. pag. Web. 26 Jan. 2009. Bulter, Scott, Keats, Thedawnbringer, Hedleygb, and Peter. How has conveyance changed since the Industrial Revolution? N.p. : n.p. , n.d. N. pag. Web. 13 Nov. 2013. Industrial revolution research. N.p. : HTML5 UP, n.d. N. pag. Web.v Mack, Pamela E. Transportation. N.p. : n.p. , 2002. N. pag. Web. 27 Sept. 2002. Roadss, Canals and Railways – the Transport revolution. N.p. : n.p. , UK. N. pag. Web. 2013. The Industrial Revolution: 1750-1900. N.p. : n.p. , n.d. N. pag.KCCIS. Web. 14 Nov. 2013. Transportation. N.p. : n.p. , n.d. N. pag. Web. 22 Nov. 2013.

A Review of Teamwork an Episode in Allegiance, an American Drama Series

A Review of Teamwork an Episode in Allegiance, an American Drama Series Reading Television: Allegiance Consumers are indulged by media through watching television based on themes that capture their attention. Recently, I watched an episode Teamwork from the TV show Allegiance on NBC. Allegiance is about Alex O’ Conner, who is a young man that does not know that his family are Russian spies. He works for the CIA as an analyst, which results in conflict of interests. His parents work for a spy organization, who wants the files, which can potentially destroy American core values. Alex is working with the CIA to foil Rezident’s plans in obtaining the files. In the episode Teamwork, Alex confronts his parents by accusing them that they are Russian spies. Throughout this whole episode, there are stereotypical examples that portray how media views men, women, people of color, and American nationalism. This episode portrays Russian stereotypes of women, men, politics and economy. Allegiance highlights prejudices, through representation based on character behavior in different scenarios. The music, shots, and characters represents the theme of allegiance and nationalism. The scene opens with Alex demanding to know the truth from his parents about Mikeal, because his files are a threat. Alex asked accusatory questions about Mikeal and his files. As a result, Katya becomes hysterical, and throws Alex off, by confessing that she had an affair, which was just another lie. This scene, portrayed the stereotype that Russian women are gold diggers, because they only want to live comfortably and be dependent on a male figure. When Katya mentioned she attended, border school in America, it also brought up a political notion of Russia sending children to America for better opportunities. During this whole scene, the music was quick, light and dramatic. This represented Alex’s mood on how he felt when Katya constantly disappeared when he was a child. Alex represents the American ideals which are justice and liberty, however Katya and Mark represent the Russian socialist mentality. There are many instances when we watch a series when we do not know the true reason why the director choose to shoot a scene a certain way. In this master shot, Alex is shown being angry. There are more superimposed shots when information is revealed about his mother’s disappearances. The argument gets more heated, there are close ups of Alex, Katya and Mark. The camera stays focused on Katya’s reaction from her affair confessions. When Alex’s youngest sister Sarah, walks into the kitchen, she is ignorant about the situation. Sarah symbolizes the innocence in not knowing that her family are spies. Natalie, is Alex’s older sister whose boyfriend is a Russian spy, who works for the enemy in NYC. Natalie plays a vital role by bugging Alex’s cellphone and computer as a way to collect information from the CIA. The scene opens with Natalie and Viktor in bed, being woken up by a phone call from Rezident. Viktor is told that Alex is threatening his parents if they do not tell him the truth. There is parallel editing between the scenes when Alex confronts his parents, to Natalie and Viktor rushing into traffic, and there is a zoom in shot of Roman (main boss of Rezident), giving the order to assassinate the family to emphasize the point that he is in charge. After Viktor and Natalie stop the assault, there is a POV shot of Alex leaving the apartment in shock. The music was heavy, during the montage shoots and parallel editing emphasized. This shows how close Alex learned the truth, until his mother lied to him again. When the scene closes, everyone is safe but appalled with Katya’s romantic affair confession. The scene jump cuts, to Moscow a year before Operation: Black Dagger was put into play. The scene shows a conference that include white, European men who are wearing either professional suits or military uniforms. The audience is portrayed into knowing that these men have decision making power. This represents the Russian society, as sexist towards women because they are behind in providing them equality. The entire scene shows a man speaking to a large group about weakness in American economy. They are questioning United States power, because their only punishment is sanctions. Since American global influence is decreasing, Moscow feels they are at an advantage. However, one of the military officers disagrees with Black Dagger and calls it madness. But the speaker counters that remark with â€Å"Madness is American sanctions, madness is the last of Soviet sovereignty†. This scene represents politics by explaining the importance of those missing files. The missing files contain a plan that could potentially destroy American core values. This episode presents different beliefs and loyalties that result in conflict of interests. Nationalism influences decision making in different characters. In this series, women are used as pawns to satisfy a male’s needs. One of the many stereotypes portrayed about women in the workplace is a scene with Sam and Michelle played by Kenneth Choi and Floriana Lima. Sam questions Michelle’s place in the workplace to what she replies â€Å"Oh Sam, you have such a constrained view of me.† This shows that that even though she is a successful Hispanic women working in a male-dominated field of law enforcement, her supervisor will never see her as equal. Also, when Michelle is told to get a search warrant from the New York Attorney General’s office, Sam tells Alex to accompany her. Sam believes she will not get the warrant on her own. This represents what women face today in the workplace. There is a scene with Natalie and Viktor; that portrays Natalie through a stereotype that women in a relationship needs a man’s approval to feel complete and happy. This is a stereotypical image that presents women as being insecure about themselves. A women’s opinion is also disregarded because they are viewed as inferior. Katya’s advice got completely brushed off by Mark, who choose to go his way to the Brooklyn Navy Yard. When Katya had a gun in her hands, Mark looked at her in fear. This shows that he felt uncomfortable with a women who had power. The Allegiance characters embody certain traits that are correct in some cases. Alex O’Conner, the main protagonist represents being a hero, he is a smart CIA analyst with a promising future. His supervisor Sam, is trying to groom him for a better position but, also feels threatened by his talent. Special Agent Brock is the overseer of the organization, and does not like his authority questioned. Roman also does not like his authority to be questioned. They all feel that when they are questioned, they would be viewed as less than a man. For example, Roman needed to regain his control by killing Viktor’s friend, as a way to show dominance. Mark plays the husband role, so his decisions cannot be questioned by either Katya or Natalie. A scene that shows this power struggle is when Mark confronts Katya about the affair. When Katya says that she had to make a decision for the family, Mark puts her in an inferior that she is not one to make them. This show is great in cont ext, however when it comes to stereotypes Allegiance is a show to see. Allegiance exhibits an interesting storyline that shows the intertwining between politics and family matters. However, the characters role in the show present stereotypes that can put people in a box. This show unintentionally creates views to have a limited mindset of the real world.

Sustaniable operations management Essay Example | Topics and Well Written Essays - 1750 words - 1

Sustaniable operations management - Essay Example The definition that is adopted by the World Tourism Organization, however, describes sustainable tourism as â€Å"tourism which leads to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems.† By this token, the industry is referred to in a host of other ways: e.g., eco-tourism, green travel, environmentally and culturally responsible tourism, fair trade and ethical travel (Shay, McHarry, & Gardiner, 2002, p. 1). There are some who disagree with such sweeping definitions, however, because they convey a simplified meaning to what is actually a complex and challenging area of endeavour, while conversely, highly detailed definitions tends to reduce the impression of sustainable tourism to a few limited elements. One comment is that the definition arrived at in the academe comes across as too scientific and technocratic, so as to alienate practitioners (Swarbrooke, 1999). The diagram depicts the interrelatedness of the different terms, none of which fully comprehends the complete meaning of sustainable tourism. Therefore, while ecotourism is often used synonymously with the term, it focuses on the ecology and neglects the cultural, economic, and aesthetic aspects. Ecotourism per se, taken in its strictest sense, accounts only for a small portion of the tourism market – estimated at roughly 3-7%, according to the World Trade and Tourism Council (WTTC) and the World Trade Organization (WTO) (Shay, et al., 2002). Tourism has grown to be a major industry that accounts for a significant portion of the revenues generated by the economy of many countries. That it has other, less tangible but equally beneficial impacts is apparent for both the destination community and the visiting tourists, in the form of heightened mutual understanding and appreciation of each

How the use of food label and nutritional content impacts dietary Research Paper

How the use of food label and nutritional content impacts dietary preferencec among college students - Research Paper Example These diseases are caused by factors relating to poor dietary practices. Cancer and heart diseases are related to high intake of fats and low intake of fibers. As a result of disastrous effects of cancer and heart diseases, the United States and Canadian governments have come up with recommendations that will help the public to make healthy dietary choices. The for instance, The US has passed a law compelling all manufacturers to label food products, summarizing the nutrient concentrates of a food product. The research is to reveal the effects of nutritional labels have on the health of university and college students. Further, the research seeks to establish whether the labels have a notable impact among university and college students decision to purchase certain food products. The research aims at examining the frequency of usage of nutritional labels among college and university students. To eliminate the element of bias, the research aimed at assessing whether non label users are different from label users when it comes to knowledge on nutritional information, beliefs about diet diseases relationship as well as factors associated with non label users and label users’ attitudes towards nutritional labels. Many students have no control over what they take. The result of their ignorance is because in most cases the parents are the ones who set out the diet that the children will take. Additionally, some of the students are not unaware of the chronic diseases that they are exposing themselves to when they take unhealthy foods. Because most students are young, they do not recognize the long term effects poor dietary behavior. The present intake of foods high in fats, carbohydrates and proteins will have adverse effects on their health in future if the trend continues unabated. The environments that the students study in also have effects on the kinds of foods that the students take. The university and college administrations should take part in education

BUS599 MoD 1 Case Assign Essay Example | Topics and Well Written Essays - 1500 words

BUS599 MoD 1 Case Assign - Essay Example Whole Foods Market tangible resources are categorized into the three dimensions: organizational resources, the financial resources, physical resources, and technological resources. Its core values include selling of the highest organic and natural products, satisfaction of the customers, support of the team member excellence and happiness, caring about the environment and our communities, and creation of wealth through growth and profits. Through the core values, the company has developed aids through core competencies, which give them a competitive advantage among its competitors. Whole Food Market’s strategy goals is based on supply and demand and placement. The company is actively determined to meet supply and demand by investing a great amount of resources into political reform in regard to organic farming, carrying out R&D to provide high quality products & services, & engagement in outsourcing to ensure efficient production of its products and services (Harasta and Hoffman, 2007). On the side, placement acts as a guidance for setting strategic goals such as; development of the supportive nutritional, investment in the sales and financial research, etc. (wholefoodsmarket.com, n.d.: 2011) Based on the financial reports from the fiscal years, 2005 to date, the profit margin for Whole Food Market has been generally decreasing (United Natural Foods, 2011; UNFI, 2011). The decrease has been largely attributed to the rising costs of goods and increased debts. In addition, compared to its competitors, Whole Foods Market has recorded low EPS and extremely low revenues (McLindon, et al., 2012). According to Yahoo Financials, Whole Foods Market capitalization has increased. The marketing of Whole Foods Market is not that effective as compared to its competitors hence necessitating the need for R&D to help it maintain a steady and upward market capitalization, which is essential in

Jobs and Guides for Counseling Essay Example | Topics and Well Written Essays - 1250 words

Jobs and Guides for Counseling - Essay Example Counselors fail to discharge their duties to full fruition and satisfaction as the average number of students assigned to them nationwide is about 477 to 1. This has resulted in the increasing number of school drop outs due to lack of proper guidance and care; very often younger children are not provided sufficient care. The duties of the counselor vary from preparing students to "start thinking about careers, build communication skills and develop healthy attitudes about themselves and their peers" at the elementary school level to assisting "students with study habits, financial aid, college recommendations, class schedules, transitions between grades and high-stakes tests". At times counselors also have to tackle psychological imbalances and disorders associated with teenage pregnancy and love affairs. It is sad to note that the school budgets very often undermine the significance and role of counselors as they give more priority to other areas like "helping children with disabilities and raising achievement in the poorest schools'. The article thus throws light on the fact that the counselors under the present system are unable to establish personal relationships with the students which is the key factor in the counseling process. The role of counselors can never be undermined as they have the capacity to determine the destiny of the nation by molding the personalities of the prospective citizens. Under favorable conditions, counselors can prove themselves to be reformers who can concentrate on the over all growth of the students and help students to see through peer pressure, family problems and other psychological and mental distractions. For this there should be special funding from the part of the government and there should be ample provisions for counseling in the school bu dgets. Besides, counseling to be effective, the proportion of the number of students per counselor should be reduced so that the counselor can have intimate personal contact and relationship with the students. One of the major objectives of counseling in schools is to enable students to choose the best career that suits their innate taste and talents. For this, students need to be trained well to present themselves confidently while attending job interviews. Personal questions that are not strictly job related often make candidates uncomfortable and the article 'Job Hunting These Questions Are Illegal' considers such questions as illegal as they are 'discriminatory'. According to the author, these illegal questions can vary from family details, sexual preference and marriage status, racial and ethnical origins, health, criminal records to physical disabilities. Students should be guided well to handle these circumstances when they go out of the schools and it is the duty of the counselor to instill a feeling of self esteem in the minds of the learners irrespective of his/her family background, ethnic origin or personal health related limitations. They should be taught that they have equal employment opportunity like all other well to do candidates. Both the articles are closely related as they deal with the importance of counseling. The second article is a continuation of the first as it develops one of the areas that the counselors and the employers need to pay attention when it comes to job hunting and selection of candidates. The articles

ETHICS OF ANIMAL COLLECTION Essay Example | Topics and Well Written Essays - 500 words

ETHICS OF ANIMAL COLLECTION - Essay Example 25) disagrees with this concept that confining animals in a zoo is not beneficial to the society. He denotes that keeping animals in a zoo helps to protect animal species that are in danger of extinction (Parish and Taylor, 2010, p. 31). Michael (2000, p.33) denotes that keeping animals in a zoo is beneficial because it will help to educate the public on a variety of animals, and their various characteristics. Blanchard (2011, p. 19) and Michael (2000, p. 35) denotes that the main ethical reason for the existence of Zoos is for the purpose of conserving wild animals. In fact, Parish and Taylor (2010, p. 22) denotes that Zoos have changed their policies over the last decade in order to focus on animal preservation. To achieve this objective, Parish and Taylor (2010, p. 26) denotes that Zoos have embarked on creation of breeding programs that are meant to replace the existing extinct and endangered animal species. Michael (2000, p. 39) further denotes that Zoos have initiated programs that are aimed on educating the public on the importance of conserving these animals, and their benefits to the eco-system. Twine (2010, p. 46) further believes that Zoos have initiated programs whose main aim is to raise money for purposes of conserving and preserving the animals under their protection.

Internship report Essay Example | Topics and Well Written Essays - 10000 words

Internship report - Essay Example The intern was also able to participate in market campaigns for the different products sold by Unilever. The intern performed duties such as communicating with agents and following up their progress in the market, emailing customers and sales agents, and helping in the daily activities of the department. The purpose of the internship was to expose the student to real life situations where one would be able to apply the theoretical principles learned in class. They were also expected to be creative and innovative and help the marketing department in designing market research and product promotion techniques. An intern was also supposed to apply reasoning and show high sense of responsibility. Marketing is both a theoretical and practical skill. After getting the theoretical concepts related to marketing and the market, it is important that someone gets access to a real market and apply the skills learned in class. This is very important and helps one to develop decision-making skills and get to know the challenges in marketing. This report covers the activities conducted by an intern during the internship period at Unilever Company. It covers what was accomplished during the internship period and the learning outcomes that were met during the internship period. This report also gives recommendations on what the company can implement to increase its sales and operations. It also gives tips that the company can adopt to give better internship to future interns. The report is basically based on the marketing of Dove and the related challenges as seen in the market. It gives the strategies used by Unilever to ensure high sales volume in their products. It also covers the str ategies used by Unilever to ensure that they compete favorably in the market. A number of marketing campaigns have been highlighted to show the activities the intern participated to boost sales and track

Marshall Plan Essay Example for Free

Marshall Plan Essay How important was the Truman Doctrine and the Marshall plan to the crystallization of Cold War Tensions in Europe in the years 1945-1951? When considering the crystallization of Cold War tensions in Europe one can not overlook the impact of both the Truman Doctrine and the Marshall Plan. Although events were often ‘a cycle of action and reaction which makes the identification of ultimate causes difficult and probably impossible’ both the Truman Doctrine and the Marshall plan signaled a turning point in relations between east and west Europe. The solidification of Cold War tensions in Europe is, for the sake of this essay, the point at which it was clear that relations between the United Sates and the Soviet Union were unsalvageable as their ideological differences became increasingly polarized. Although the Truman Doctrine and the Marshall Plan were considered by the American administration as ‘two halves of the same walnut’ to fully explore the consequences of the American policies one must look at them separately. The Truman Doctrine hailed in a new era for the US’s foreign policy through the definition of containment and the introduction of formal institutions such as the National Security Council, the Central Intelligence agency and the Department of Defense. This showed a move towards a more assertive foreign policy, arguably provoking the Soviet Union and escalating tensions between the two powers. Similarly the Marshall Plan’s encroachment on what the USSR saw as their sphere of influence through their offer of financial aid triggered a threatened Soviet Russia to intensify their authority over satellite states. Their dramatic actions in Czechoslovakia can be seen as evidence of the importance of the role the Marshall Plan played in escalating tensions in Europe as these events can be viewed as a direct consequence of changing US foreign policy. However to fully appreciate the complexities of the issues covered when looking at the development of Cold War tensions in Europe one must place these events in a wider contextual framework. To ignore the political, social or economic issues which form the background of this timeframe would be to oversimplify the issue. It is therefore imperative to look as the situation from both US and Soviet viewpoints whilst considering the issues the nations were dealing with domestically. By 1951 Europe was undeniably divided, with two power blocs emerging, east and west. Whilst the formulation of these tensions had originated from a shared history dating back to before the war, the culmination of these tensions is undeniably linked to both the Truman Doctrine and the Marshall plan as they ‘solidified divisions of Europe’. The Truman Doctrine, through the role it played in outlining the Soviet Union as the enemy and defining the American policy of containment, was a hugely significant step towards the crystallization of Cold War Tensions in Europe. The Truman Doctrine argued that, after Britain’s need to reduce its participation in aiding Greece, congress must ‘immediately extend financial aid’ because of the threat of ‘communist domination’. However, far from solely asking for economic and military aid for Greece and Turkey the doctrine took on the role of calling for the ‘global containment of communism’. The combination of a definition of the United States’ foreign policy towards communism and the demonstration of their commitment through action did help the move towards a divided Europe. Furthermore it solidified and defined the ideology upon which US foreign policy was made. A key consequence of the Truman Doctrine was the changes it caused in the United States’ decision-making process. As Painter explains, the support elicited for the strategy of containment meant that American administrations were ‘able to act on their beliefs about the relationship between politics, economics and US security’. This signaled an era in which the US would base their foreign policy around their capitalist ideology, one completely at odds with the Soviet Union. These beliefs were strengthened by the introduction of new governmental institutions such as the National Security Council, the Central Intelligence agency and the Department of Defense arguably moving towards a more ‘activist foreign policy’ presenting a clear threat to the USSR. Kennan, seen as the father of containment was a crucial figure in the emergence of Cold War tensions in Europe through his writings that inspired the Truman doctrine. Whilst looking at the effects of the Truman Doctrine it is imperative that we look at the role Kennan took in not only promoting containment as a strategy of foreign policy but also defining the Soviet Union. From Moscow Kennan sent the ‘Long Telegram’ suggesting that the USSR was an aggressive nation and that the only successful form of American foreign policy would be a long term strategy of containment. Kennan encouraged the US to view the Soviet Union as ‘inherently expansionist and aggressive’, in effect suggesting that the USSR should be seen as the enemy. While Kennan explained his actions as not ‘directed at combating communism but restoration of economic health’ in Europe it is clear that his constant rhetoric describing the Soviet Union as a threat that needed to be contained did much to not only encouraging domestic fear and anti communist views but also to provoke the Soviet Union into changing its foreign policy. Kennan would further influence the escalation of tensions through the role he played in the Marshall Plan. The Marshall Plan, like the Truman Doctrine, may not have intended to divide Europe, for a number of reasons this was the final outcome. Based around the ideas that ‘The seeds of totalitarian regimes are nurtured by misery and want’ the Marshall Plan was seen as necessary to avoid the spread of communism. The Marshall Plan was seen by the American administration as the ‘next important step against the perceived Russian threat’ as it was imperative to remove the misery and want which was rife in an economically ruined Europe. However, to the USSR the Marshall Plan was perceived quite differently, it was a western attempt to encroach on their sphere of influence. The Marshall Plan had far wider reaching consequences that simply supporting a recovering Europe economically. Through looking at the Soviet reaction to the Marshall Plan we see that it played a key role in the crystallization of Cold War tensions in Europe. The reaction to the Marshall plan by the Soviet Union marked a turning point in relations between east and west Europe as they served to split countries whose ideologies were drifting further apart. As the Marshall Plan was arguably the spark set off the chain of events it can be seen as hugely important in the crystallization of Cold War tensions in Europe. Whilst the Truman doctrine may have put a strain on relations between America and the Soviet Union the Marshall Plan as Myrdal, who guided the Economic Commission for Europe saw it, it would ‘secure the iron curtain and bring on war’. The Marshall plan therefore seems to have been the point at which Europe was split as it presented to the nations of Europe the choice between the two great powers and their ideologies. To revisionist historians such as Kolko the Marshall plan served the purpose of bringing Soviet fears to the fore and thus increasing tensions. It is clear that the Marshall plan ‘forced Stalin to reassess his stance towards East and West Europe’ which escalated Cold War tensions. Many revisionist historians will argue that the Soviet reaction to the Marshall Plan was one natural for a country that felt weak and under attack. It could be argued that the Marshall Plan in the eyes of the USSR was a concerted attempt by the United States to undermine Soviet influence in Eastern Europe. To Taubman and Kolko it is therefore clear that it was the Marshall Plan that sparked the escalation of tensions. Whilst it could be argued that this was not the case as the Marshall Plan was open to Soviet participation Crockartt shows that the US administration took steps to avoid communist participation in the plan. Kennan, who as aforementioned had been clear about his views on containment and the Soviet Union made sure that the plan ‘be done in such a form that Russian satellites would either exclude themselves†¦or agree to abandon the exclusive orientation of their economies’. This therefore encouraged divisions within Europe, as now there was a clear indication of whether or not the country subscribed to East or West ideologies. Furthermore many argue that the inclusion of Soviet states was due to a ‘desire not to invite the charge that the ERP was an anti-communist measure’ rather than a genuine offer of financial aid. One could therefore argue that it was not surprising that the plan caused tensions, as soviet inclusion was highly unlikely. The extent to which the Soviet Union felt threatened can be seen through actions taken as a result of the Marshall plan, seen by historians such as Gaddis as a turning point in the development of the Cold War. The Soviet Union now seemed to act on a wish to unite the communist parties around Eastern Europe through the introduction of organizations such as Comiform. The Communist information Bureau can be seen as an attempt by Stalin to bring the communist parties around Europe under more soviet control. Furthermore the Molotov Plan, seen by many as a Soviet version of the Marshall plan, aimed to provide financial aid for struggling economies that fell under soviet influence. The influence the Marshall Plan can be seen clearly through the introduction of the Molotov plan as it suggests that either Eastern European countries were so affected by their rejection of the Marshall Plan they needed a similar proposal or Stalin felt so threatened he felt the need to create his own version. However perhaps the most striking Soviet reaction to the Marshall Plan was the events that took place in Czechoslovakia in 1948. The impact can be illustrated in the fact that the only remaining non-communist leader in Eastern Europe was removed, shocking the United States and heightening the divisions between east and west, polarizing both powers. The Czech coup, in which the communist part, with strong Soviet support assumed total control over the Czech government and purged any non communist political figures. Furthermore the ‘Stalinization’ of both Czechoslovakia and Hungary’s societies due to fears brought about by the Marshall plan further intensified the differences between east and west. Through the introduction of the collectivization of farming, an emphasis on manufacturing and a suppression of opposition eastern European countries were forced to become more extreme in their politics, separating Europe and increasing Cold War tensions. The reaction by the US illustrated the impact of events in Czechoslovakia as they it aided the swift implementation of the Marshall Plan, the creation of West Germany and in under a year the creation of NATO. It is clear to see therefore that the Marshall Plan played a key role in escalating tensions between the east and west in Europe. However, these views have been challenged. Although the impact of the combination of the Marshall Plan and the Truman Doctrine was undeniable in moving Europe towards a period of Cold War tensions the extent of their impact is a source of debate. The importance of the Marshall Plan is undermined by a number of issues that show that although it may have played an important role in the crystallization of Cold war tensions in Europe it was by no means the only influence. Historians such as Crockartt will point out the fact that one needs to consider the fact that both nations had hugely differing political styles and circumstances. The Soviet Union entered this period with ‘enhanced prestige after playing a key role in defeating the Nazis’and possessed, through ruling communist parties, tight control over their sphere of influence. The United States however placed a much greater emphasis on the justification of their actions abroad through official documents and formal organizations, as they did not, as the communists did, have puppet rulers in foreign governments. Therefore it could be argued that these differences in political style were the truly important factors in the consolidation of Cold War tensions rather than particular events or policies. However, whilst the differing political styles may have been important these were long term issues that had a constant role in the diplomacy between the USSR and the US. It would be difficult therefore to argue that these played any decisive part in the crystallization of the tensions these differences helped to create. Therefore it could be argued that actions such as the announcement of the Marshall Plan and documents such as the Truman doctrine were the real cause of the solidification of these tensions. One must look at this period of time not just as a chronological series of events but place these events within the framework of the political, social and economic features also prominent at the time. Much of the post-revisionist historiography, with the benefit of hindsight, takes into account these complexities and sees the causes of Cold War tensions in Europe as far more diverse. When these issues are taken into account we see that there was a host of issues at the time all culminating to solidify Cold War tensions in Europe. As aforementioned the Soviet Union entered the period with a new identity, that of a great power of the world. Both the US and the Soviet Union had to react to this change of order and historians such as David Reynolds will even argue that the Cold War was inevitable given the shared history between the two powers. However although tensions may have been inevitable, as mentioned earlier, the solidification of these strains seems to revolve around the implementation of the Truman Doctrine and the Marshall Plan as they polarized the nations ideologies and pulled them further apart. As Crockartt explains revisionist historians view American economic expansionism for capitalist profits as at the heart of tensions between the United States and the USSR and it was the differences in the two nations ideologies that solidified divisions. American determination to keep ‘western Europe (as a) safe arena for international capitalism’ was the fundamental force of strains between the US and the Soviet Union. The wording of President Truman’s message to congress on March 12 1947 regarding US involvement in Greece and Turkey arguably shows the intertwined nature between American foreign policy and capitalist gains. In his address persuading congress to assist Greece and Turkey Truman refers to capital spent on the Second World War as an ‘investment’ in world freedom. The document makes it clear that, to the US administration economic stability and freedom from communism are inextricably linked. The Marshall Plan can hoever be seen as the manifestation of these ideologies and therefore this argument suggests the Marshall Plan had an even greater influence. Furthermore the importance of the Truman Doctrine in heightening Cold War tensions in Europe is called into question as Painter points out Stalin did little to significantly support the efforts of the Greek communists. Whilst some may argue that this because of the success of US aid, others would see it as undermining the significance of the Truman doctrine as Stalin only showed slight concern for the success of communist rebels in Greece. However this could be because of strains in Soviet relations with Yugoslavia being a greater priority that the potential of a Greek communist uprising. Furthermore although Soviet reaction to the Truman Doctrine may have shown reluctance to act on Stalin’s part, US actions in Greece, Turkey and Iran showed their ‘determination to maintain Western access’ to overseas trade zones. The Truman Doctrine and the Marshal plan played an undeniable role in escalating Cold War tensions between 1945 and 1951. Although they may not have formed the basis of these tensions, which had built up in the post-war years, they seem to act as the nail in the coffin for US/Soviet relations. One could argue that as a result of the definition of not only their differences, but also the definition of the Soviet Union as aggressive and expansionist, the Truman Doctrine waved in an era of hostility. The Marshall Plan further polarized European states as one either subscribed to Marshall aid, or didn’t, in effect the Iron Curtain was drawn. One must never overlook the issues that formed the basis of tensions between the US and the USSR as these similarly contributed to the crystallization of cold war tensions. At the crux of strains between the US and the USSR were the disparate ideologies the two nations held at the heart of their foreign policy and as a result the contrasting ways of looking at events and actions. This period sees the polarization of these ideologies and therefore the solidification between the two nations can be seen as inevitable. However, fundamentally the Marshall Plan and The Truman Doctrine provided a platform for these tensions to develop and escalate and because of this they were hugely important in the crystallization of Cold War Tensions in Europe. Bibliography: Primary Sources: President Trumans Message to Congress; March 12, 1947; Document 171; 80th Congress, 1st Session; Records of the United States House of Representatives; Record Group 233; National Archives. Secondary Sources: Crockatt, R., Fifty Years War: United States and Soviet Union in World Politics (London 1996) Barros, J., Trygve Lie The UN Secretary-General Pursues Peace, 1946-1953 (Illinois 1989) P.125 J. L., Gaddis, We Now Know: Rethinking Cold War History (1997) J. L., Gaddis, Strategies of Containment†¬: A Critical Appraisal of American National Security Policy During the Cold War†¬ (Oxford 1982)†¬Ã¢â‚¬ ¬Ã¢â‚¬ ¬Ã¢â‚¬ ¬Ã¢â‚¬ ¬Ã¢â‚¬ ¬Ã¢â‚¬ ¬Ã¢â‚¬ ¬ Hogan, M. J., The Marshall Plan: America, Britain, and the Reconstruction of Western Europe, 1947-1952 (US, 1990) Review by Charles S. M., in American Visions and British Interests: Hogans Marshall Plan Kolko, G., The Limits of Power: The world and United States Foreign Policy, 1941-1949 (1970) Painter, D. S., The Cold War: An Interdisciplinary History (London, GBR) Taubman, W., Stalin’s American Policy: From Entente to Dà ©tente to Cold War (New York 1982) p.172-3

Market Analysis for 3D Printer

Market Analysis for 3D Printer Market Analysis Target Market 3-D printing is the process of creating three-dimensional solid objects from digital models. Our 3D printer specializes in manufacturing circuit motherboards and chips. In general all technology-based industries are our target market. Our prime target market is computer companies like Apple, Dell, HP, Toshiba, etc. and Smart phone companies like Blackberry, Samsung, Apple, Nokia, LG, etc. Hence there is a wide market demand for 3D printers due to its unique features. Motherboards and circuit chips are essential for the design of most technology-based instruments. Industries designing and involved in systems engineering of these instruments acquire them from various companies. Foxconn, Gigabyte Technology, Gumstix, IBM and Intel are some of the market leaders in the motherboard and Integrated circuit chips manufacturing business. Support services The circuit models to be printed generally need to be in a format supported by the printer. Formats such as layouts from AWR design environment and Simulink are currently the two formats being supported by the printer. The two are the most popular design environments for contemporary engineers. The design engineers of the customer company will be provided will all the necessary support. Support will be provided in the following ways: Training sessions for design engineers to convert to supported circuit layout format Training on general maintenance of printer Free layout conversion support for the first six months for for formats different from AWR and Simulink Provide specialized design engineers for companies Market growth 3D printers are quite novel. The current businesses based on 3D printing have blossomed, such as Shapeways. They have uploaded around 100, 000 new products for printing every month in 2013. http://www.shapeways.com/blog/archives/2394-2013-shapeways-3d-printing-year-in-review.html The growth of the use of 3D printing can also be noted from exponential upward increase in number of 3D printable items in Thingiverse, which is an open-source design repository. Figure 1 is the outcome of the analysis achieved by a partnership of the Economist and IBM Figure 1: Growth of open-source design repositories http://on3dprinting.com/tag/industry/ The statistics discussed above clearly portray the rapid growth in use of 3D printers in general. Market Trend Many major companies currently are using 3D printers. Some of them include Boeing, Ford, Nike, General electric and Cochlear. Boeing for example uses them for making airline parts. The 787 Dreamliner has around 30 3D printed parts. http://www.techrepublic.com/article/3d-printing-10-companies-using-it-in-ground-breaking-ways/ These examples portray the trend in shifting to 3D printing instead of traditional manufacturing techniques. Due to the rapid development in 3D printing, the technology is expected to mature in the coming years into a cost effective approach for electronics industry. Market evolution As it can be seen from the market trend section, many companies are now using 3D printers for manufacturing. The market is expected to evolve dramatically if the cost of mass production can be somehow reduced. Some of 3D printers advantages: It will be faster and cheaper than the usual prototyping methods. Its Greater ability to customize products. It will be able to perform at uni-stage process, which saves the cost of tools. It will help in producing motherboards and circuit chips which more easily than traditional methods of manufacturing them. Competitor reaction The metals 3-D printing space: 3D Systems Corp., ExOne Co., and Arcam:Some companies which use 3-D printing systems that can print in metals are 3D Systems Corp, ExOne and Arcam. ExOne offers sytems which will be able to print in metals, sand, glass. Companies like this will be able to produce 3D printed motherboards and circuit chips when they see our product, since they are already capable in producing in metals. High completion between these companies will cause the cost of the 3D circuit chips and motherboards to fall. Since Smart phones and computers will benefit highly from the 3D motherboards and circuit chips, Smart phone and computer companies might even subsidies companies producing 3D circuit chips and motherboards. Business plan template:http://www.business.gov.au/Howtoguides/Thinkingofstartingabusiness/Whatplanningtoolscanhelpme/Pages/Businessplanguidesandtemplates.aspx Marketing Plan Product Our product is a novel 3d printing technology that prints Motherboards and Integrated circuits. Next dimension’s 3d printers can be used for manufacturing and also prototyping. Design engineers can simulate the circuit models and generate circuit layouts. These layouts can then be used to print out the circuit directly. The printed circuits can be used tested for different required specifications. Pricing strategy The pricing strategy involved thorough analysis of the present 3D printer market. Although our product is a novel 3D printer, we strive to offer the best value for money for our printer. Potential competitors such as Stratasys have printers ranging from $15, 000 to $75, 000. Production printers provided by them are $50, 000 and above. Our printers will cost $42, 000 and provide the exceptional novel technology of printing Integrated Circuit chips and Motherboards. http://www.stratasys.com/resources/~/media/970DE4A9F3134110817C731796C5CA5E.pdf Advertising promotional strategy Planned promotion /advertising type Expected business improvement Cost ($) Online Advertising Online advertising allows more customers worldwide to know about the product compared to traditional advertising. Internet advertising is ideal for businesses with a national or international target market and large-scale distribution capabilities It is more cost effective and less time consuming. 5000 Print media advertising Newspapers and magazines are abundant in supply and these will create greater exposure and better and frequent advertisement. Compared to other media advertisements, print ads are less intrusive. Passive processes such as listening to radio and watching television may or may not compel attention. Whereas a person makes a concious decision to engage to the images and words of a newspaper 15000 Mail out It is highly measureable which helps companies to measure the result of advertising campaigns. It is more tangible than other forms of advertising. 4000 Social media campaign It is the most cost effective way to promote a brand or a product and spread its advertisement through the internet or media. The amount of information that can be provided is much greater than in any other form of communication. One of the defining characteristics of socal media advertising is interactivity. We will have official accounts on Twitter, Google+, Facebook, youtube and our own forum for consultation. We aim to monitor social networks and answer customer queries. This will also allow us to have an understanding of our state in the market. Information and analyses from these networks will be sent to our management team so that we can improve our services continually. NA Sales distribution channels Channel type Percentage of sales (%) Advantages Disadvantages Internet 75 Greater degree of freedom for customers. Supplier saves time and cost of distribution of their products. They are also able to interact in a massively growing market. Automatic marketing sales and delivery makes the marketing a lot easier and quicker. Online sales also allow instant feedback on new changes. The marketing costs are relatively lower and better targeting. Promotional strategies can be specifically aimed at potential customers. The internet allows impersonal interaction between seller and the buyer since not enough communication. Online fraud can happen which means loss of money for both the consumer and the producer. When the website goes down, company loses out on payment transactions which means less profit for the company. It is not always easy to have a team of staff who are efficient enough to manage the website. Wholesale 15 Since products are bought in bulk and at a cheaper rate there is higher profit margin. It requires a large amount of money buying wholesale products. Since manufacturers require minimum order quantity in order for you to take advantage of the wholesale price, you need to shell out a large amount of capital. Shop front 10 (initially) We will start off with a store in Sydney and keep expanding. 3D printing concept is still quite new and allowing our customer to have a first hand experience of how the process works will do wonders. Design engineers will be present from time to time to also conduct talks on the layout generation process. The cost side of this attempt is a drawback. We do not expect to generate enough sales through this channel to make it profitable initially. However we believe that starting up a business with a shop front will be profitable in the long run.

Information Technology Essay -- Telecommunication

Background Chapter Developments in computer and information technologies have created spaces wherein peoples across the world regardless of time and physical place can interact anytime and anywhere, thus, reshaping human interaction in the contemporary period (Whitworth, Banuls, Sylla & Mahinda , 2008). Recognising the integral significance of the development, it has been observed that in the last two decades, almost fifty percent of new capital investments of organisations are invested in information technology (Westland & Clark, 2000) and, as such, the computer and information technology is deemed as critical in the survival of businesses in the global market economy (Whitworth et al., 2008). In the same manner, keeping up with developments in information technology is also the concern of countries around the globe, not only because it is the platform that defines the contemporary the condition of the global society, but also because it is a competitive advantage that drives economic growth and development in the country (Dunning, 1992). In this regard, even the oil rich country, Kingdom of Saudi Arabia (KSA), has encouraged telecommunications investments as part of the diversification economic program of the country (CIA Fact Book, 2011). In fact, due to continued expansion of domestic economy and increase in population, the telecommunication sector of Saudi Arabia has pegged the interests of both the foreign investors and local capitalists (World Report on Investments, 2010). The Telecommunications Industry Among the Gulf Cooperation Countries (GCC), Saudi Arabia has the largest telecommunication market (Al-Shaikh, Malick & Chahine, 2009). The growth of Saudi Arabia’s telecommunication industry is attributed to the ... ...13 billion. Mobily launched its services in May 2005, ending the year with 2.3 million subscribers, constituting 16% of the Saudi mobile market. By the end of 2008, we estimate that the company reached a 38% mar ¬ket share, with 13.02 million active subscribers. The company was the first to introduce Blackberry services and the iPhone in Saudi Arabia. It was also the first mobile Saudi operator to introduce value-added services such as MMS(picture messaging), location-based services (LBS), international roaming for prepaid subscribers, GPRS/GPRSEDGEroaming, and other services (Que et al., 2009). Mobily was the first Saudi wireless operator to launch in-flight calls abroad, through Aero Mobile, a specialized aviation mobile operator. It also initiated the first video mail service in KSA and pioneered the launch of 3.5G services in KSAin June 2006 (Que et al., 2009).

The Value of Coffee Essay -- Personal Narrative Writing

The Value of Coffee I didn’t always enjoy the stuff. I would eat coffee-flavored yogurt and coffee-flavored ice cream, but the actual beverage tasted bitter and crude, and it had incurred my discontent since my first encounter with it at the age of six. An aunt would offer the family coffee every time we went to visit, and she would ask me, â€Å"Do you drink coffee yet?† as if to press me forward, to instill a desire to proceed toward my inevitable destiny of favoring coffee. I ignored her. â€Å"It’s an acquired taste,† some people told me. I saw no reason to force myself to acquire it. It was a July morning in 1999. I was at the University of Bucharest, Romania, for the International Mathematical Olympiad. I waited in line for breakfast, picking up the toast, the pastries, the beverage. What was the drink? There were few possibilities. The previous week, the US and Romanian teams had been training together in the town of Sinaia, and we got some evidence of what comprised the typical meal: cold cuts and cheeses, bread and patà ©s, an entrà ©e of meat, potatoes, perhaps a corn mush, and some boiled vegetables, and assorted desserts; breakfast would be lighter fare. The usual drink was mineral water, the quantity of which suffered a deficiency wholly inappropriate to the heat (my requests of â€Å"mai apa, va rog† were diplomatically ignored —the waiter in Sinaia perhaps thought I was only practicing my language skills); at breakfast, there might be juice, hot chocolate, or strawberry-flavored tea. Thus, when I picked up the glass of dark li quid in Bucharest, I imagined it was tea, or perhaps a thin chocolate. After sitting down in the stifling cafeteria, I naturally approached the drink. It was a shock, a fee... ...per-week quota always gets filled — not because I necessarily crave the drink, but because I periodically feel like I â€Å"should† be buying coffee now — a tradition that has become seamlessly enshrined in my identity. I have nearly mastered the art of drinking coffee precisely twice per week. The value of coffee is mainly symbolic — it serves as a liaison to my vocational and cultural community. People claim to drink coffee because it keeps them awake. That never works for me. If I am drowsy, caffeine makes me drowsy with a headache, at best. It has less consciousness-raising effect for me than does a breath of fresh air. The effect of this substance is not neurochemical; it is psychological. With each long swallow of a steaming brew, I savor the pungent, rich first flavor, the appealingly bitter aftertaste, and the feeling of knowing who and where I am.

Societys Restrictive Roles for Women Exposed in The Awakening Essay

In the late 1800's, as well as the early 1900's, women felt discriminated against by men and by society in general. Men generally held discriminatory and stereotypical views of women. Women had no control over themselves and were perceived to be nothing more than property to men. They were expected to live up to a perfect image that society had created, while trying to comply with their husbands' desires. While many women felt dissatisfied with their lives, they would not come out and say it. However, in 1899, Kate Chopin wrote The Awakening, which showed women that they were not alone. This novel showed the discriminatory views and treatment towards women. It also distinctly indicates the dissatisfaction that women felt in their lives. Because of the roles that society has given them, women are not able to seek and fulfill their own psychological and sexual drives. In The Awakening, Chopin uses Edna Pontellier to show that women do not want to be restricted by the roles th at society has placed on them. Because of the time she lived in, Edna felt oppressed just because she was a woman. Being a married woman and a mother made her feel even more tied down. By looking at the relationship between Edna and her husband, Leonce, we see that men treated women as if they were nothing more than possessions or property. They had no respect for their wives, mothers, or even their daughters as they constantly treated them like housemaids who were there to answer to their every call. Even Edna's father thinks that his daughter is her husband's property. We see this when he says "You are far too lenient, too lenient by far, Leonce. Authority, coercion are what is needed. Put your foot down good and hard; the only way to manage a wife" (Chopin 663). This is her own father telling her husband that he needs to be tougher on her. Chopin is clearly showing the inequality of women here. Nowadays, you would never find a father telling his son-in-law to be harder on his daughter. This was some thing that Edna would not accept. Chopin cleverly adds that it was this same treatment from her father that killed her mother. "The colonel was perhaps unaware he had coerced his own wife into her grave" (Chopin 663). "She would, through habit, have yielded to his desire; not with any sense of submission or obedience to his compelling wishes, but unthinki... ...lso, Chopin shows the effect that society can have on a woman. While some may be able to handle the pressure, others, such as Edna, cannot. This was evident by her suicide. "Consequently, this ending diminishes Edna's stature and perforce reduces the significance of her rebellion" (Conn 165). Although her suicide defeated the purpose of her awakening, which was to be free, Edna was still successful in showing that women do not want to be restricted by the roles that society has placed on them. Bibliography Chopin, Kate. "The Awakening." Literature: Thinking, Reading, and Writing Critically. 2nd ed. Ed. Sylvan Barnet et al. New York: Longman, 1997. 607-699. Aull Ph.D., Felice. "Kate Chopin: The Awakening." Literature, Arts, and Medicine Database. 34th ed. (April 1999). Online. New York University. Internet. 10 April 1999. Available: http://endeavor.med.nyu.edu/lit-med/lit-med-db/topview.html Bender, Brent. "The Teeth of Desire: The Awakening and The Descent of Man." American Literature. Sept. 1991 (459-474). Conn, Peter. The Divided Mind: Ideology and Imagination in America, 1898-1917 (Cambridge: Cambridge Univ. Pr., 1983), pp. 165, 167.

Comparing and Contrasting the Baroque and Classical Period in Music

Both the Baroque and the Classical period in music produced great household name composers, such as Johannes Sebastian Bach and George Handel in the Baroque Era, and Wolfgang Amadeus Mozart and Josef Haydn in the Classical Period. To many listeners who are vaguely familiar with classical music, there is not much difference between these two musical periods.However, to avid listeners, the complex differences in style, tone, and structure between these two eras are too great to be ignored. Let us look first at the Baroque Period.This period is characterized by a strong contrapuntal style and a heavy reliance on polyphony, that is, on many different â€Å"voices† layered on top of one another. Baroque melodies usually do not follow a strict, symmetrical order (e. g. four-measure phrases, where there is a cadence every four measures), but instead work with themes or motives that are continuously spun out throughout the piece. This technique of â€Å"spinning out† motives is called by its German name, Fortspinnung, and is characterized by continuous motion, asymmetrical phrase lengths, melodic or harmonic sequences, key changes, and phrase omissions (Theory and Analysis 386).This technique often gives listeners a feeling of excitement, rendering chord progressions and melodic sequences somewhat unpredictable. Perhaps the greatest composer to come out of the Baroque Period is Johannes Sebastian Bach. His music is filled with complex melodies which work and re-work the themes stated at the beginning of his pieces. In contrast, the Classical Period of music is characterized more or less by a strict, symmetrical structure in the music.Phrases are often divided every four or eight measures, with these phrases adhering to a two part structure – antecedent and consequent phrases. The antecedent phrase, usually four or eight measures, ends in a half cadence, thereby calling for a harmonic resolution; the consequent phrase, usually of equal length, answe rs this call by ending in a full cadence (i. e. in the tonic), resolving the tension presented in the antecedent phrase. The biggest difference then between Baroque and Classical Period music, in terms of style, is the difference in phrase structure.Although both the Baroque and Classical Period share similar phrase endings (full or plagal cadences), the Baroque does not usually follow the antecedent-consequent phrase structure that characterizes so much of the music in the Classical Period. The foremost composer whose work best exemplifies the Classical Period is Wolfgang Mozart. His concertos, sonatas, and symphonies are filled with antecedent-consequent phrase structures that have been influential in music, from the Romantic Period to contemporary popular music.Given this difference in style, we also see differences in the forms of compositions. Because of the differences in instruments (e. g. Baroque Period is characterized by the use of the harpsichord, where Classical Period i s popular for its widespread use of the piano), different forms of music were very popular for each period. In the Baroque Period, the popular forms were Concerti Grossi (full orchestra with many soloists), Fugues (counterpoint style with multiple voices claiming the same melodies), and Suites (four movement pieces written for a select number of instrumentalists).And in the Classical Period, composers stuck to writing Concertos (three movement pieces for orchestra and a solo instrument), Symphonies (four movement orchestral pieces), and Sonatas (three movement pieces for one or more solo instruments). Most of the pieces in the Classical Period are written in Sonata-form, which divides the piece into three sections: exposition, which presents the main theme; development, which develops the main theme, varying it in complex ways; and recapitulation, which returns back to the main theme.Both periods of music produced rich pieces which are still listened to and played today, and yet the differences between these two periods, though somewhat subtle, provide a wide range of listening experiences for the classically tuned ear.Works Cited and BibliographyJane Piper Clendinning and Elizabeth West Marvin. The Musician’s Guide to Theory and Analysis. (New York: W. W. Norton & Company, Inc. , 2005)Donald Jay Grout. A History of Western Music. (New York: W. W. Norton & Company, Inc. , 1973).Charles Rosen. The Classical Style. (New York: W. W. Norton & Company, Inc. , 1972).

Man’s Flaw in War of the Worlds and Present Day Earth Essay

An interesting quote taken from Kepler starts out the book War of the Worlds by H. G. Wells: But who shall dwell in these worlds if they be inhabited?†¦ Are we or they the Lords of the World?†¦ And how are all things made for man? (Kepler, the Anatomy of Melancholy). This quote serves as a foreshadowing to what Wells considers to be man’s fundamental flaw, a flaw that still exists today on modern man, more than a century after War of the Worlds’s first publication and centuries more after Kepler’s time. According to Wells’s introduction, man’s first fundamental flaw is complacency â€Å"With infinite complacency men went to and fro over this glove about their little affairs, serene in their assurance of their empire over matter† (Chapter 1, p. 3). In War of the Worlds, man thought that they are the only inhabitants of the universe and remain complacent over the dangers that might be coming from places other than what they can comprehend. Little did they know that they are being watched by creatures from space just like how a scientist examines a microscopic organism under a microscope. Unfortunately today, man still suffers from this complacency. We have abused nature for the longest time thinking that its resources and its tolerance to our actions are boundless. Now, we are facing the ill effects of our wrong doings, our resources are dwindling, and our climate is rapidly changing. Vanity is the next flaw that Wells talk about in his introduction of the book. â€Å"Yet so vain is man, and so blinded by his vanity, that no writer, up to the very end of the nineteenth century expressed any idea that life might have developed there far† (Chapter 1, p. 4). Man became too preoccupied with his achievements that he hadn’t put it into thought that Mars is older than Earth and therefore could be more advanced than humans if indeed there is life on the red planet. Vanity is one of the oldest flaws of man, the Greeks shows this flaw perfectly through the myth of Narcissus, a mythological character whose name means self-admirer. Vanity is still among man’s flaw today, some people are so vain that they are willing to spend ridiculous amounts of money on cosmetics. They could have just used the money on other necessary things or better yet, to help the needy. Last is man’s flaw for being judgmental. â€Å"And before we judge them too harshly we must remember what ruthless and utter destruction our own species has wrought† (Chapter 1, p. 6). Wells questions that the Martians’s intent to take over the earth isn’t any different than what the humans has done over animals and even our own species. The same could still be applied today. Man by virtue, does not have the right to complain if indeed Martians invade the earth and do all those things that we do to our animals. In the book, Martians are just doing what they can do to survive, but man (in the real world) harms creatures even if it is not necessary for survival. All these flaws can be summed up to pride. In ancient Greek literature pride or hubris as they call it, is the fundamental flaw of man that causes his demise. Kepler and Wells advocate the same thing in their works

Reality and Fiction in Virginia Woolf’s “to the Lighthouse” Essay

Reality and fiction in Virginia Woolf’s â€Å"To the Lighthouse† I have chosen this subject because I found very interesting debate, and the author is one of the greatest writers of all times. His works is large and full, his characters are contoured such that it fascinate you. Victorian period also is one of the most famous, with most changes produced in English literature To the Lighthouse is a 1927 novel by Virginia Woolf. A landmark novel of high modernism, the text, which centres on the Ramsays and their visits to the Isle of Skye in Scotland between 1910 and 1920, skillfully manipulates temporal and psychological elements. In To the Lighthouse ,one of her most experimental works, the passage of time, for example, is modulated by the consciousness of the characters rather than by the clock. The events of a single afternoon constitute over half the book, while the events of the following ten years are compressed into a few dozen pages. Many readers of To the Lighthouse, especially those who are not versed in the traditions of modernist fiction, find the novel strange and difficult. Its language is dense and the structure amorphous. Compared with the plot-driven Victorian novels that came before it, To the Lighthouse seems to have little in the way of action. Indeed, almost all of the events take place in the characters’ minds. Although To the Lighthouse is a radical departure from the nineteenth-century novel, it is, like its more traditional counterparts, intimately interested in developing characters and advancing both plot and themes. Woolf’s experimentation has much to do with the time in which she lived: the turn of the century was marked by bold scientific developments. To the Lighthouse exemplifies Woolf’s style and many of her concerns as a novelist. With its characters based on her own parents and siblings, it is certainly her most autobiographical fictional statement, and in the characters of Mr. Ramsay, Mrs. Ramsay, and Lily Briscoe, Woolf offers some of her most penetrating explorations of the workings of the human consciousness as it perceives and analyzes, feels and interacts. The Transience of Life and Work Mr. Ramsay and Mrs. Ramsay take completely different approaches to life: he relies on his intellect, while she depends on her emotions. But they share the knowledge that the world around them is transient—that nothing lasts forever. Mr. Ramsay reflects that even the most enduring of reputations, such as Shakespeare’s, are doomed to eventual oblivion. This realization accounts for the bitter aspect of his character. Frustrated by the inevitable demise of his own body of work and envious of the few geniuses who will outlast him, he plots to found a school of philosophy that argues that the world is designed for the average, unadorned man, for the â€Å"liftman in the Tube† rather than for the rare immortal writer. The Subjective Nature of Reality Toward the end of the novel, Lily reflects that in order to see Mrs. Ramsay clearly—to understand her character completely—she would need at least fifty pairs of eyes; only then would she be privy to every possible angle and nuance. The truth, according to this assertion, rests in the accumulation of different, even opposing vantage points. Woolf’s technique in structuring the story mirrors Lily’s assertion. She is committed to creating a sense of the world that not only depends upon the private perceptions of her characters but is also nothing more than the accumulation of those perceptions. To try to reimagine the story as told from a single character’s perspective or—in the tradition of the Victorian novelists—from the author’s perspective is to realize the radical scope and difficulty of Woolf’s project. The Lighthouse Lying across the bay and meaning something different and intimately personal to each character, the lighthouse is at once inaccessible, illuminating, and infinitely interpretable. As the destination from which the novel takes its title, the lighthouse suggests that the destinations that seem surest are most unobtainable. Just as Mr. Ramsay is certain of his wife’s love for him and aims to hear her speak words to that end in â€Å"The Window,† Mrs. Ramsay finds these words impossible to say. These failed attempts to arrive at some sort of solid ground, like Lily’s first try at painting Mrs. Ramsay or Mrs. Ramsay’s attempt to see Paul and Minta married, result only in more attempts, further excursions rather than rest. The lighthouse stands as a potent symbol of this lack of attainability. James arrives only to realize that it is not at all the mist-shrouded destination of his childhood. Instead, he is made to reconcile two competing and contradictory images of the tower—how it appeared to him when he was a boy and how it appears to him now that he is a man. He decides that both of these images contribute to the essence of the lighthouse—that nothing is ever only one thing—a sentiment that echoes the novel’s determination to arrive at truth through varied and contradictory vantage points. The Sea References to the sea appear throughout the novel. Broadly, the ever-changing, ever-moving waves parallel the constant forward movement of time and the changes it brings. Woolf describes the sea lovingly and beautifully, but her most evocative depictions of it point to its violence. As a force that brings destruction, has the power to decimate islands, and, as Mr. Ramsay reflects, â€Å"eats away the ground we stand on,† the sea is a powerful reminder of the impermanence and delicacy of human life and accomplishments. Subjective Reality The omniscient narrator remained the standard explicative figure in fiction through the end of the nineteenth century, providing an informed and objective account of the characters and the plot. The turn of the 20th century, however, witnessed innovations in writing that aimed at reflecting a more truthful account of the subjective nature of experience. Virginia Woolf’s To the Lighthouse is the triumphant product of this innovation, creating a reality that is completely constructed by the collection of the multiple subjective interiorities of its characters and presented in a stream-of-consciousness format. Woolf creates a fictional world in which no objective, omniscient narrator is present. There is a proliferation of accounts of the inner processes of the characters, while there is a scarcity of expositional information, expressing Woolf’s perspective on the thoughts and reflections that comprise the world of the Ramsays. Time is an essential component of experience and reality and, in many ways, the novel is about the passage of time. However, as for reality, Woolf does not represent time in a traditional way. Rather than a steady and unchanging rhythm, time here is a forward motion that both accelerates and collapses. In â€Å"The Window† and â€Å"The Lighthouse,† time is conveyed only through the consciousness of the various characters, and moments last for pages as the reader is invited into the subjective experiences of many different realities. Indeed, â€Å"The Window† takes place over the course of a single afternoon that is expanded by Woolf’s method, and â€Å"The Lighthouse† seems almost directly connected to the first section, despite the fact that ten years have actually elapsed. However, in â€Å"Time Passes,† ten years are greatly compacted into a matter of pages, and the changes in the lives of the Ramsays and their home seem to flash by like scenes viewed from the window of a moving train. This unsteady temporal rhythm brilliantly conveys the broader sense of instability and change that the characters strive to comprehend, and it captures the fleeting nature of a reality that exists only within and as a collection of the various subjective experiences of reality.

CBT and Multi Cultural Influence

Cognitive Behavioral Therapy in contrast to many other therapeutic frameworks has both an explicit rationale and an empirically demonstrable success rate. In addition to the wealth of published case histories there are a plethora of controlled studies attesting to the efficacy of CBT interventions with an equally diverse range of psychological and behavioral conditions. (Emmelkamp et al 1992). Cognitive behavioral therapy (CBT) is a type of therapy that aims to help a person manage their problems by changing how they think and act. It is a problem solving approach which recognizes that clients have a behavioral difficulty rather than that they are a behavioral problem. It encourages them to talk about how they think in relation to themselves, the world, other people and how what they do affects their thoughts and feelings. CBT can help to change how a person thinks (‘cognitive’) and what they do (‘behavior’), thus helping them to manage difficulties and feel better about life. Unlike most psychotherapies which only work with talk and reflections, CBT regards behavioral acts as primary. Treatment involves clients engaging in personal behavioral experiments, ‘practice makes perfect. ’ For many behaviorally based problems such as phobias obsessive compulsive disorder bulimia and the like there simply is no substitute for this way of working. Direct behavioral experience is often the most effective medium for articulating change. Action, that is, sometimes speaks far louder than words. To benefit fully from CBT, clients need to be committed to the process, maintain any homework agreed such as keeping a diary or undertaking experiments/challenges jointly agreed and/or decided upon between client and counsellor. It can help the client make sense of overwhelming problems by breaking them down into smaller parts. The outcomes of homework are reviewed and feelings discussed at each subsequent session. Most importantly CBT is a collaborative and empowering process in which the client is an active participant. Autonomy: respect for the client’s right to be self-governing BACP Ethical Framework for Good Practice in Counselling & Psychotherapy. A principal goal of this collaborative process is to help clients effectively define problems and gain skills in managing these problems. As in other therapies, CBT also uses other elements of the therapeutic relationship, such as rapport, genuineness, understanding, and empathy. The number of sessions required varies greatly depending on the presenting issues/problems and objectives, sessions usually lasting from anywhere between six weeks to six months. The client is helped to see how their thoughts and behavior relate to the way they feel, how this might contribute to the problems being experienced and that it is not the situation itself making them unhappy, but how they think about and react to it. CBT can help clients find ways to change thought patterns and behavior and to solve problems and anxieties better, but it cannot remove the problems. The skills learnt within CBT are useful, practical and helpful strategies that once learnt can be incorporated into an individual’s life to help them handle difficult situations better when future stresses and difficulties arise. However there is always a risk that the bad feelings associated with the clients problem return, but with CBT skills it should be easier for them to control these. Even after the client is feeling better and sessions have ended, it is important to emphasis the need to practice the skills acquired. CBT focuses on the individual’s capacity to change themselves their thoughts, feelings and behaviors it can help to manage problems, such as anxiety and depression, so they are less likely to have a negative impact on their life. However because of its structured nature, it may not be suitable for people who have more complex mental health needs or learning difficulties. Some critics argue that because the therapy only addresses current problems and focuses on very specific issues, it does not address the possible underlying causes of mental health conditions, such as an unhappy childhood. Neither does it address wider problems in systems or families that often have a significant impact on an individual’s health and well-being. Research has shown that cognitive behavioral therapy (CBT) can be as successful as medicine in treating many types of depression and other mental health disorders it can be completed in a relatively short time compared with other talking therapies and because it is highly structured, CBT can be provided in a number of different formats such as through computer programs, groups and self-help books. Some research suggests that CBT may be better than antidepressants at preventing the return of depression. It is thought to be one of the most effective treatments for anxiety and depression. When considering the significance and use of Cognitive Behavior Therapy within therapeutic practice (as with any other modality used) it is necessary to consider the impact/context within todays multi-cultural society. Awareness of Multiculturalism provides a fourth dimension to the three traditional helping orientations psychodynamic, existential-humanistic and cognitive. All learning occurs and identities are formed within a persons cultural context. Cultural identity is dynamic and ever changing in todays society. Understanding the cultural and socio-political context of a client's behavior is essential to accurate assessment, interpretation and treatment. It is imperative as counsellors to have and maintain increased self-awareness, as an essential starting point in developing multicultural competence. The appropriate application of skills in multicultural settings depends on both cultural awareness and relevant knowledge of the counsellor. ‘it is incumbent upon the individual practitioner to be knowledgeable about his or her own multicultural reality in order to use that information effectively in work with clients of various ethnicities, genders, ages, socioeconomic classes, religions, sexual orientation, differing abilities, and with those who use different languages’ Baldwin 2nd ed (2000 pg 167) Recognizing the importance of the many variables within modern day society such as, ethnicity, nationality, religion, variables such as age, gender and place of residence status variables such as social, educational and economic, and affiliations including both formal affiliations to organizations or families and informal affiliations to ideas and a lifestyle is essential to the effectiveness of any counselling therapy. It takes a olistic and intuitive approach to work within todays multi-cultural society, respecting that each person has many different cultures or identities with each identity becoming relevant at different times and places. One example worthy of consideration is metaphors, clients often use metaphors within therapy, recognizing that metaphors are and can be culturally bound and reflective of particular values, for example ’time is money,’ is an important consideration when working with clients. Implicit in their use are models of perception, thus the phrase ‘things are looking up’ not only conveys the message that things are improving but also reflects the idea that ‘up’ is good. The identification of the color black with bad things is frequently used metaphorically, in a way which reflects and reinforces the negative connotation given to all people and things black. The power of metaphors derives from the models which they provide for understanding, thinking and communicating about the world. Multiculturalism emphasizes both the way we are different from and similar to other people and is a situation in which all the different cultural or racial groups in a society have equal rights and opportunities, and none is ignored or regarded as unimportant. Thus avoiding discrimination, whilst also appreciating the difference and diversity between people. Justice; the fair and impartial treatment of all clients and the provision of adequate services BACP Ethical Framework for Good Practice in Counselling & Psychotherapy. Culture provides an adult/child with a particular way of look at the world, thus emphasizing some tendencies to the development of schemas and or rules and assumptions. In some countries the culture is still quite autocratic and male dominated, therefore leading to ideas about the importance of men, yet others are characterized as competitive and or oppressive. All these factors will affect a clients personality and ways of functioning. As we become more of a multi-cultural society culture becomes an even greater factor in the therapeutic relationship today and worthy of much care and consideration. According to Beck et al. (1979) clients tend to suffer from a ‘cognitive triad’ of negative beliefs, which includes negative beliefs about themselves, the world in general and their future. Beck also outlines three more components of his theory of depression, including automatic thoughts, schemas and logical errors. Margaret Hough 2nd ed (2002 pg,139) A central focus of Beck’s work with clients is to helping them change their faulty cognitions, including expectations and beliefs, by enlisting the clients participation as a colleague and equal rather than one of superior (counsellor) and inferior (client). The counsellors role is that of teacher and a role model of positive healthy behavior, rather than that of expert, therefore this approach should work well when working with muti-cultural cliental and because of the structured nature of CBT it is a positive approach that bares tangible effective evidence to encourage a client to tackle the presenting problem. Although CBT does not look specifically at a clients past it does help a client to look more realistically at their outdated beliefs or schemas ( I am unloveable or I am worthless) often errors in thinking picked up in childhood and early life. As counsellors/therapists it is however necessary to have in ones mind and consider client ethnicity during the various phases of therapy, however typically I believe if we are to maintain equality, we do not directly need to address ethnicity or ethnic differences in therapy sessions unless it is clearly part of the presenting problem, but maintaining an awareness to a persons ethnic origin and differences is essential for good practice. That said, this modality (CBT) would also be extremely useful in highlighting not only unchallenged beliefs and or rules, (typically rigid over inclusive, impossible to attain) but cultural differences, logical errors in thinking picked up in early life that no longer benefit or support the clients desired way of functioning. Because the approach is directive and highly structured it involves asking clients detailed and specific questions about their current feelings, whilst also identifying any automatic thoughts, thus enabling them in becoming ware of how they think about a problem, how it affects them physically and or emotionally and what they can do to alter the outcome. When a client see the sequence clearly change is possible. By encouraging the client to look at particular situations that disturb or upset them important information is elicited so that problems can be clarified from the beginning of therapy with objectives being set accordingly. The highly active, directive an d educational nature of cognitive behavior therapy serves to show clients how they disturb themselves and what they can do to change attitudes and or beliefs for themselves that no longer work. When clients become aware that they are able change themselves feelings of empowerment become evident and rapid progress is made. CBT is, as previously mentioned time limited and because of this clients develop a definite sense of purpose and awareness relating to their progress, coping strategies and developing self-help skills. Curwen et al (2000) stress the importance of empathy in the relationship, Margaret Hough 2nd ed (2002) this is essential to building trust and a genuine rapport given that the work could be extremely challenging.