Business Strategy Briefing Paper Essay Example | Topics and Well Written Essays - 500 words - 1

Business Strategy Briefing Paper - Essay Example 2012-2013. Moreover, it has also been recognised that the company has over 11,500 branches located in the UK market (Royal Mail Group Limited, 2014). In order to determine the competitive position of Royal Mail, it will be vital to apply ‘Porter’s Five Force Model’. The elements of this model are aligned with the various factors related to the company and are described below: Royal Mail relies on its special deliverance system with the aim of providing quality services to its customers. In this regard, it has been determined that approximately 18,000 vehicles assist the company to produce designated postal services across the world. Thus, it can be asserted that the bargaining power of its supplier is high (Royal Mail Group Limited, 2014; Karagiannopoulos et. al., 2005). The bargaining power of buyers is rising within the industry in which Royal Mail operates its operations in the UK market. Correspondingly, it has been recognised that the present customers of the company have become more of service quality conscious and time sensitive, which has enforced the company to reduce its rate of delay or accidents in the UK market. Thus, it can be asserted that the bargaining power of its consumers is relatively high within the industry (Royal Mail Group, 2013; Karagiannopoulos et. al., 2005). A diagram is depicted below for better comprehension of the above stated concept. In order to identify the competitive rivalry, it has been observed that Royal Mail has witnessed higher threats from its competitors, due to the private courier service providers in the UK. Subsequently, it has been recognised that Royal Mail has emphasised towards quality services in order to attain competitive advantage over its competitors. Thus, the level of competitive rivalry can be identified to be high (Karagiannopoulos et. al., 2005). With respect to the threat of substitute, the company has faced severe challenges from other industries such as telecom and

Conceptual Theoretical paper-Nursing theory Term Paper

Conceptual Theoretical -Nursing theory - Term Paper Example 2). By being an art, nurses are substantially encouraged to be practically creative and resourceful in delivering services that are efficient and effective. At the same time, it is a science for nursing practice should be anchored on theoretical and conceptual bodies of clinical knowledge in ensuring that every action promotes safety and enhancement of patients’ health. The patients’ overall well-being should be at the central of nursing. In line with this, nurses need to relate professional knowledge into clinical practice, through theoretical and conceptual frameworks bridges, dynamically linking care between health personnel and care recipients, in consideration with environmental factors. The body of knowledge in nursing had been divided into several categories to distinguish bulks of nursing concepts constructed. Fawcett (1995 as cited in Timmins, 2005) identified hierarchical structure in nursing knowledge, where different levels are interconnected in clinical fie lds: â€Å"(1) metaparadigm (2) philosophy (3) theory (4) conceptual models.† Metaparadigms are quite broad in context, which translate clinical values indicated in constructed philosophies, while theories are more specific in experiential nursing fields. Fawcett (1994 as cited in Masters, 2005) added that conceptual models, being the last, pertain to sets of nursing abstracts and propositions that are meaningfully integrated for valid reference in nursing disciplines. One of the fundamental bases in modern nursing profession is the theory created by Florence Nightingale. Her philosophical concepts are simple in construct, though, it primarily stabilized how nurses act in deference to patient interaction. In her environmental model for nurses, Nightingale proposed that elements observed in environment can have a significant impact on patients’ health conditions (Butts & Rich, 2010). The model substantially linked three important entities together: the patient, nurses, and their environment. Her meta paradigm in Figure 1 (please see Appendix A), showed these three factors that may influence outcomes in health, where emphasis can be made on the nature present in the environment that can be manipulated, such as conditions in light and temperature, nutritional intake, hygienic provisions, and emotional support as essential in providing dynamic nursing services (Masters, 2005). At this point, health promotion and disease prevention seemed at the heart of Nightingale’s environmental model, as largely observed in current priorities in modern day nursing practice. On the basis of Nightingale’s philosophical proposition, her conceptions on how to deliver nursing services may be too broad in specific nursing fields, but clinical areas can benefit from environmental modification emphasis in her mode. As affirmed by Alligood and Marriner-Tomey (2006), nursing models bridge the gap between professional knowledge and practices, as its communicati ve quality translates knowledge base into clinical actions. In application, the said metaparadigm can be generated in preventing hospital-acquired bacterial transmission in urinary tract infection (UTI). According to several reports, hospital-acquired (nosocomial) infections compose almost 40% of cases, where majority (80%) had been contracted during â€Å"indwelling urethral catheter use† (Nicolle, 2007, p. 251). The alarming rate of infection transmission from health care providers to care recipients

Direct to consumer advertising

Direct to consumer advertising DTCA of prescription drugs has increased enormously over the past decade in the United States and New Zealand, the 2 countries where it is legal. In 2005, more than $4.2 billion (US) was spent on DTCA in the United States, and Americans spent an average of 16 hours watching televised drug advertisements-far more time than they spent with family doctors. Mintzes (2009) Whereas advertising for non-prescription pharmaceuticals has been directed to consumers for decades, direct-to-consumer (DTC) advertising for prescription drugs is a relatively recent phenomenon. Regulation of pharmaceutical advertising varies significantly around the globe. Diehl et al (2008) Currently, direct-to-consumer advertising is only allowed in the US and New Zealand, but is banned throughout Europe and the rest of the world. Diehl et al (2008) Despite the ban, a number of pharmaceutical companies have already begun to conduct consumer-targeted campaigns in the EU, which comply with current restrictions (Hone Benson 2004). Like KSA Diehl et al (2008) In the next part, I will start with academic review of marketing communication tools and advertising in general. 2.2 Marketing Communications tools Marketing Communication Marketing communications as defined by Kotler (2007) are the means by which firms attempt to inform, persuade, and remind consumers directly or indirectly about the products and brands that they sell. They are considered the voice of the brand and by which the companies can build a relationship with customers. Marketing communications mix consists of six major modes of communication, and according to Kotler (2007) it can be classified to mass or personal communications. Mass communications are advertising, public relation and publicity, events, and sales promotion. While, personal communications are personal selling and direct marketing. In this paper, I will focus on advertising, public relations and publicity, and direct marketing. 2.2.1 Personal Selling Personal selling is a face to face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. For example, sales presentation, sales meeting, and samples. 2.2.2 Direct Selling Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customer without using marketing middlemen. These channels include catalogs, mailing, telemarketing, TV shopping, e-mail, or internet to communicate directly with customers. 2.2.3 Sales Promotion Sales promotion is a variety of short term incentives to encourage trial or purchase of a product or service. For example, coupons, lotteries and gifts. On the contrary, sales promotion is the appropriate tool, if the intention is to deliver quicker results, thus, it could be thought of as a short term incentive to stimulate sales (Sandhusen, 2008), however, despite the fact that it has taken over advertising in recent years, if used more frequently it may has a damaging impact on the brand being promoted. 2.2.4 Events Events and experiences are company sponsored activities and programs designed to create daily or special brand related interactions. For example, sports, festivals, arts, factory tours, and company museum. These marketing communications must be integrated to deliver a consistent message and achieve the strategic positioning. 2.2.5 Public Relations and Publicity Public relation and publicity is a variety of programs designed to promote or protect a company image or its individual products. For example, press kits, speeches, seminars, annual reports, charitable donations, publications, community relations, lobbying, identity media, and company magazine. Public relations carries identical definition as that for advertising except for the part of being paid by the company, and on the contrary, public relation has a distinctive quality over advertising, which is being perceived as more credible (Sandhusen, 2008). The appeal of public relations is based on three distinctive qualities; high credibility than ads, ability to catch buyers off guard who prefer to avoid salespeople and advertisements, and the potential for dramatizing a company or a product. Many companies are turning to marketing public relations (MPR) to support corporate or product promotion and image making. The old name of MPR was publicity, which was seen as the task of securing editorial space as opposed to paid spaces in print and broadcast media to promote a product, service, idea, place, person, or organization. MPR goes beyond simple publicity and plays an important role in assisting in the launch of new products, assisting in repositioning of a mature product, building interest in a product category, influencing specific target groups, defending products that have encountered public problems, and building the corporate image in the way that reflects favourably on its products. 2.2.6 Advertising Advertising as claimed by Pickton Broderick (2006) is considered as the senior element of the marketing communications mix which defined as the use of paid mass media, by an identified sponsor, to deliver marketing communications to target audiences to persuade or influence an audience. Whereas media is considered as the carriers of message that it should include TV, radio, press, posters, direct mail and the internet. Advertising according to the media and the purpose can be classified into many types. For example, based on the type of media there are many types of advertisement like television ads, press and magazine advertisements, posters, radio, internet and out of home advertising which includes billboards, transit, street furniture, and alternative outdoor like cinema advertising, stadium advertising, and airport advertising (Wilson, et al., 2008). In addition to the previous classification, Eldridge (1958) argued that according to the purpose of the advertising there are three different kinds. The first one is the immediate action advertising like that of retail food advertising, special deals and coupon offers that push customers to take immediate actions. Whereas the second category is the awareness advertising like the announcements of a new product or model. As an example of this category is that of direct-to-consumer advertising of the pharmaceutical products, especially See your doctor campaigns that increase public awareness for new products or even refreshing the customer memory toward old product. Finally, the third category is the creation or change of an image advertising which is considered the most difficult category to be measured. For example, campaigns that made by oil companies to improve their images as environment pollutants through increasing their social responsibilities. There is some confusion between advertising, direct marketing, and public relation. (Tamer) Advertising has a lot of advantages. As mentioned in Leicester (2009) it can reach mass audiences through media and press. In addition it is able to reach mass audiences selectively like advertising in specialized magazines. Moreover, it has low unit cost, efficient and effective at reaching large audiences. In addition to the previous advantages, as claimed by Eechambadi and Naras V. (1994), it is expected to change perceptions, maintain awareness, reinforce brand loyalty, encourage switching, or influence frequency of purchase. After showing the different types and advantages of advertising in the next part I will present how advertising works. As mentioned by Miller, et al., (1998) over the past several decades most advertisers and academics believed that advertising primarily worked by changing consumer attitudes toward a brand through the (Awareness, Interest, Desire Action) AIDA model. This simple model says that awareness of a brand precedes interest, which in turn precedes desire and action. Thus, awareness plays a role in this theory, it is primarily a gatekeeper. However, Pickton Broderick (2006) argued that, advertising works through three ways. The first way considers the concepts of advertising as a strong or a weak force. Advertising seen as a strong force suggests that it has a direct and positive impact on sales through persuading people to buy, creating and building brands, differentiating between brands and increasing sales. While those see advertising as a weak force suggests that advertising works through maintaining brand values and defending market share, so its effect on sales is therefore less direct. A second way considers the concept of salience which is the sum total of brand attributes, not any single element, that creates a positive attitude towards the brand. The goal is not so much how well your brand is regarded, but how many consumers regard your brand well. In this way, brand shares are maintained. The third approach is a simple causal hierarchy of effects that claimed by Vakratsas and Ambler (1999) which is little changed in its essentials from the AIDA model. In this approach, consumers change their minds about a product, then they change their attitude, and then they act. In other words, the process begins with cognition, which translates to affect, which then translates to behaviour. The purpose of advertising in that model is primarily to drive trial by inserting the brand into the consumers head and keeping it there. To increase the advertising effectiveness, it is better to use advertising in more than one media to gain the advantages of each one. For example, the most effective see your doctor campaigns usually use more than one media, like TV, radio, posters, flyers and internet. à ¢Ã¢â€š ¬Ã‚ ¢ 2.3 Overview of DTCA . à ¢Ã¢â€š ¬Ã‚ ¢ 2.3.1. Definition of DTCA . Direct-to-consumer advertising (DTCA) is the promotion of prescription drugs through newspaper, magazine, television and internet marketing. Drug companies also produce a range of other materials, including brochures and videos, that are available in doctors offices or designed to be given to patients by medical professionals or via patient groups. Vann(2010) The only two developed countries where DTCA is currently legal are the U.S. and New Zealand. While banned elsewhere, the drug industry is mounting major lobbying campaigns to have DTCA allowed in Europe and Canada. Vann(2010) DTCA advertising is just one strand in the marketing and PR efforts of drug companies to promote brand-name prescription drugs. Some aimed at potential consumers are video news releases for use in television news bulletins and programs. Vann(2010) Prescription drug advertising is very different from any other type of product advertising in that the product cannot be purchased without the cooperation of others (doctor, pharmacist, insurer, health maintenance organisations, etc.) and thus the purpose of advertising is different from most other product advertising. Becker et al, (2005) The advertisers want consumers to do one of the following; seek more information, talk to a doctor about the drug, talk to a pharmacist about the drug and tell family and friends about the drug. Basically, what consumers are expected to do after viewing prescription drug ads is to seek information and talk to others. Becker et al, (2005) à ¢Ã¢â€š ¬Ã‚ ¢ 2.3.2. A History of DTCA . The idea of DTCA started in the early 1980s when some of pharmaceutical companies decided to find a new model of promotion rather than the traditional one that rely on promotion for physician. They started firstly with public relations techniques rather than paid advertising as mentioned by Donohue and Julie (2006). From the 1950s to the early 1980s, no pharmaceutical companies were running product-specific ads in the mass media. Then, two product marketing campaigns broke with tradition and pursued a marketing strategy that depended on consumers taking a more active role in prescribing decisions. In 1981, Boots pharmaceuticals used print and television ads to promote Rufen, a prescription pain reliever. The marketing strategy was to position Rufen as a cheaper alternative to the leading brand. Donohue and Julie (2006) In the early 1980s most pharmaceutical companies avoided DTCA of prescription drugs, according to a survey conducted in 1984 of pharmaceutical marketing executives. Pharmaceutical executives argued that DTCA would hurt the doctor-patient relationship, confuse an unsophisticated public, and lead to higher drug costs. Donohue and Julie (2006) The increased use of DTCA in the early 1990s may have been related to the introduction of lifestyle drugs for which no market yet existed like hair restoration products or those requiring consumers to self-identify, either because physicians feel uncomfortable discussing the product like drugs that treat erectile dysfunction. Donohue and Julie (2006) In 1997, The Food and Drug Administration (FDA) relaxed its rules on mass media advertising for prescription drugs. This action made it easier for pharmaceutical companies to promote their products in 30- or 60-second TV ads without giving detailed medical information on the indications, potential side effects, or proper use. Findlay and Steven (2002) Pharmaceutical firms, which in 1984 had feared the impact of DTCA on the doctor-patient relationship, now argued that prescription drug advertising empowered consumers. The president of the Pharmaceutical Research and Manufacturers of America stated, Direct-to-consumer advertising is an excellent way to meet the growing demand for medical information, empowering consumers by educating them about health conditions and possible treatments. Donohue and Julie (2006) à ¢Ã¢â€š ¬Ã‚ ¢ 2.3.3. Why pharmaceutical companies might use DTCA?. There are several factors in the prescription drug industry that might induce manufacturers to advertise directly to consumers. In general, certain characteristics of the market, the disease to be treated, the stage of the product life cycle (PLC) and the drug treatment itself. Sheffet et al, (1990) As the size of the potential market increases, so does the probability that manufacturers will advertise to medical professionals and consumers, because the larger the potential market for a drug treatment, the lower the cost per treatment to advertise. For example, the current broadcasting and print media advertising for ulcer treatments is aimed at a large potential market. In the case of a drug to treat a disease that afflicts far fewer people (e.g., hemophilia), it is unlikely that DTC advertising would be used because of the high cost of reaching the relatively small number of people in that market. Sheffet et al, (1990) The stage of the PLC will also influence the likelihood that a firm will participate in DTC advertising. In a mature product category, a function of advertising is to allow a firm to differentiate its product from competing brands. Early in the PLC, advertising is more likely to increase the relative size of the total market. A unique characteristic of the prescription drug industry is that the stages of the PLC are significantly dictated by the patent structure. A firm whose brand is protected by a patent has a greater incentive to increase the total market size than a firm whose product is competing in a stable, mature market. Sheffet et al, (1990) The nature of the disease and the frequency of treatment will also affect the attractiveness of DTC advertising for a particular drug. For example, a disease that requires constant long-term medication (e.g., Dilantin for epilepsy), will have the same patient population in the market for years. Sheffet et al, (1990) 2.4 The role of DTC advertising in the healthcare system.. 2.4.1 push/pull strategic mix:.. The introduction of DTC advertising brought the consumer into the brand stimulation equation, eroding some of the physicians market control and giving prescription drug manufacturers more control of the marketplace. Where once the manufacturer was at the total mercy of the physician, DTC advertising put the prescription drug manufacturer in a position to exert some influence in the patient-doctor relationship. Becker et al, (2005) pharmaceutical industry has traditionally used a push strategy to promote their products but report that there has been a break from this traditional push strategy to a more aggressive pull strategy. Parker et al, (2003) Therefore, pharmaceutical companies advertising shifted from a push promotion strategy to a combination of a push/pull strategic mix. Becker et al, (2005) 2.4.2 Doctor-Patient Relationship. During the past two decades, there has been an irreversible change in the nature of the doctor-patient relationship. Patients are seeking much more medical information and are actively participating in decisions affecting their health. Wolfe (2002) in terms of the impacts on doctor-patient relationships, on the positive side, Peyrot, Alperstein, Van Doren, and Poli (1998) found that media exposure and awareness of DTCA appeared to be associated with higher consumer drug knowledge and greater levels of discussion with physicians regarding treatment, this leading to strengthening of the relationship between doctor and patients (Bonaccorso and Sturchio, 2002). Reast et al, (2008) Conversely, Mechanic (1996), in line with prior research by Perri and Nelson (1987), took the position that the relationship between doctor and patient would be undermined by the increasing consumerization of the doctor-patient relationship, and various studies have pointed to potential conflicts in the relationship between doctor and patient, with undue pressure on doctors to prescribe advertised drugs (Foley and Gross, 2000; Mintzes et al, 2002; Prince, 2003), and patients considering switching doctors if specific drug requests are denied (Kravitz, 2000). Reast et al, (2008) The irritation felt by many physicians when patients approach them after seeing a direct-to-consumer advertisement may derive from the fact that such advertisements, with their powerful, emotion-arousing images and frequently unbalanced information on safety and effectiveness, mislead patients into believing that drugs are better than they actually are. Wolfe (2002) This puts physicians in a quandary, facing 3 conflicting ethical obligations. First, physicians aim to do no harm. Second, physicians seek to maintain and develop a strong doctor-patient relationship because it enhances future care and health outcomes, in addition to patient satisfaction. Third, physicians have a duty to ensure fair allocation of health care resources and avoid wasteful expenditure. Murray et al, (2003) We found that physicians find responding to inappropriate requests time-consuming and that they often seem to acquiesce to such requests as long as the patient is not harmed. Furthermore, more doctors perceive the effect on the relationship as beneficial than harmful, but this is dependent on physicians doing what the patient wants. Murray et al, (2003) DTCA can have good and bad effects on quality of care, the doctor-patient relationship, and health service utilization. The benefits might be maximized, and the harms minimized, by increasing the accuracy of information in advertisements; enhancing physicians communication and negotiation skills; and encouraging patients to respect physicians clinical expertise. Murray et al, (2003) 2.4.3 Do Ads Really Drive Pharmaceutical Sales?. The reviewed research finds that DTCA leads to increased demand for the advertised drug. Atherly and Rubin (2009) Evidence suggests that direct-to-consumer advertising of prescription drugs increases pharmaceutical sales and helps to avert underuse of medicines and leads to potential overuse. Donohue, Cevasco and Rosenthal (2007) 2.5 Overview of the global doctors` attitude toward DTCA Increasingly consistent US, New Zealand and UK medical opinion While a USA study prior to the boom in DTCA had found that physicians were broadly supportive of advertising to consumers (Petroshius et al. 1995), more recent evidence with very few contradictions now suggests that many USA physicians are unhappy with DTCA (Reast et al., 2004). The picture within New Zealand, on balance, cautiously supported the continuation of DTC advertising (Reast et al., 2004). UK physicians also as mentioned by Reast et al., (2004) opposed to the introduction of DTCA, which they feel is unethical, and is likely to have various negative impacts. Concern was expressed about DTCA causing damage to physicians` relationship with pharmaceutical companies, and perhaps more importantly, damage to their relationship with patients (Reast et al., 2004). à ¢Ã¢â€š ¬Ã‚ ¢ 2.5.1 The USA Situation Medical opinion towards DTC within the USA, having apparently been quite supportive prior to the rapid expansion of DTC in the mid- 1990s (Petroshius et al. 1995), appears now to be hardening. A US study, published in the Journal of Family Practice in 1997, found that 80% of surveyed members of the American Academy of Family Physicians believed that DTC was not a good idea and 84% expressed negative feelings about television DTC advertising (Mitka 2003). In contrast, the FDA study, a survey of 500 general practitioners (GPs) and hospital doctors, found a much more positive view of DTC advertising, whereby 37% said the overall impact of DTC advertising on their patients and practice had a somewhat positive effect, 28% said that there was no effect at all, and 27% said that DTC advertising had a somewhat negative effect. Only 3% felt it had a very positive effect and 5% said it had a very negative effect (Thomaselli 2003). Reast et al, (2004) There have been a substantial number of published studies on DTCA in the USA. These include a Harvard Medical School report by Weissman et al. (2004). This national study of 643 physicians on events where patients discussed advertised drugs found both positive and negative effects on patients and physician practices. Positive effects were: improved communication (67%), patient education (70%) and improved compliance (46%). Negative effects included: patients led to seek unnecessary treatments (80%) and a perceived lack of balance in risk/benefits (80%). Auton and Frank (2006) à ¢Ã¢â€š ¬Ã‚ ¢ 2.5.2 The New Zealand and Australia Situation In New Zealand also, opposition to DTC remains high among physicians, with recent high-profile reports from New Zealands top medical schools condemning the practice (Scrip 2003). Reast et al, (2004) Despite this, a review of physician opinion conducted by the New Zealand Ministry of Health in 2001 (Hoek Gendall 2002) found that doctors` groups acknowledged both the benefits and issues associated with DTC advertising. A qualitative research study conducted in New Zealand by Maubach and Hoek (2005) suggests that doctors views are complex. Doctors were found to have serious concerns about DTCA but also saw some benefits from it. Respondents viewed favourably DTCAs ability to increase awareness of certain medical conditions. However, there were concerns about the poor level of information provided and many doctors spent time dispelling incorrect patient perceptions. There was also concern that risk information was not felt to be balanced. The majority did not support a ban on DTCA but nearly all considered that stricter regulation was required. Auton and Frank (2006) A study of attitudes towards DTCA in Australia by Miller and Waller (2004) found that four factors were important: information, quality, credibility and price. Auton and Frank (2006) DTCA is banned in Australia but the pharmaceutical industry is still lobbying to have the ban lifted, despite the strong opposition of doctors and consumer groups. Auton and Frank (2006) à ¢Ã¢â€š ¬Ã‚ ¢ 2.5.3 The European Situation .. There is little published quantitative research concerning the attitudes towards DTC of European health professionals, but Reast and Carson (2000) conducted a rare survey into UK physician opinion towards DTC soon after the start of generic see your doctor campaigns in Europe, in 1999. The exploratory study of 68 GPs and hospital doctors, a partial replication of the USA study by Petroshius et al. (1995), found UK physicians highly opposed to the concept and likely impacts of DTC advertising, 62% disagreeing with the ethics of DTC advertising, and 72% opposing the introduction of DTC advertising in Europe. Seeing certain benefits of a limited introduction of DTC communication, the European Commission presented plans to the European Parliament in November 2002, allowing further information on three chronic disease conditions (Aids, diabetes, and asthma) to pass directly to consumers. While the European Commission plans were rejected, educational see your doctor campaigns, carrying the manufacturers name and logo, but not the product brand name, are still allowed. Reast et al, (2004) In the UK disease-awareness campaigns are being mounted by pharmaceutical companies in conjunction with patient organisations through sponsorship and grants which recognises UK and EU law prohibiting pharmaceutical companies undertaking activity which is deemed to be promoting a prescription-only medicine to the public. Auton and Frank (2006) Pfizer launched a  £30 million Europe-wide male impotence disease-awareness campaign, including sponsorship of a St Valentine.s Day radio and press campaign, in conjunction with the Impotence Association. Reast et al, (2004) à ¢Ã¢â€š ¬Ã‚ ¢ 2.5.4 The Middle East Situation .. Actually, after a lot of research, I did not find any articles talk about DTCA in Middle East. DTCA is banned in Australia but the pharmaceutical industry is still lobbying to have the ban lifted, despite the strong opposition of doctors and consumer groups. Auton and Frank (2006) There is little published quantitative research concerning the attitudes towards DTC of European health professionals, but Reast and Carson (2000) conducted a rare survey into UK physician opinion towards DTC soon after the start of generic see your doctor campaigns in Europe, in 1999. 2.6 Critical views of doctors attitudes towards DTCA . Recent surveys of physicians indicate that even though many still oppose the practice of DTCA in general, they also point to some positive effects. Donohue and Julie (2006) 2.6.1 Why DTCA is viewed as positive by doctors? . Supporters claim that DTC advertising has an educational value. It may cause consumers to seek advice on diseases or problems that have been previously undiagnosed, thus creating a more informed consumer (Parker et al, 2003). In addition, it can play an important role in improving healthcare by giving consumers the information they need to discuss medical symptoms and treatment options with their doctors. Becker et al, (2005) Moreover, DTCA is necessary to provide pharmaceutical firms with an incentive to develop prescription drugs to treat new ailments, such as severe acute respiratory syndrome (SARS), or more effective treatments for established ailments and conditions. Research and development costs are high, but pharmaceutical firms have only a limited amount of time in which their prescription drugs are patent-protected. As regulatory approval times have lengthened, the amount of time that pharmaceutical firms have to recoup their research and development costs before being faced with competition from generic versions of their drugs has decreased (Meek 2001). Therefore, pharmaceutical firms believe that creating consumer awareness of patent-protected prescription drugs is the quickest way to increase sales. Main et al, (2004) Supporters further claim that DTC advertising will lead to improved products and lower prices as pharmaceutical firms compete for consumer patronage in the open market. In this view, more knowledgeable consumers will select the best treatment available; thus, bans on DTC advertising deprive consumers of information needed to make the best choice (Meek 2001). Main et al, (2004) Furthermore, as mentioned by Auton and Frank (2006), a national study of 643 physicians found positive effects were: improved communication (67%), patient education (70%) and improved compliance (46%). Finally, to summarize the benefits of DTCA, the Pharmaceutical Research and Manufacturers of America (PhRMA) in 2005 announced approval of new industry guidelines for DTC advertising. The fourteen principles outlined in these guidelines are based on the premise that: DTC advertising of prescription medicines can benefit the public health by increasing awareness about diseases, educating patients about treatment options, motivating patients to contact their physicians and engage in a dialogue about health concerns, increasing the likelihood that patients will receive appropriate care for conditions that are frequently under-diagnosed and under-treated, and encouraging compliance with prescription drug treatment regimens. Royne and Myers (2008) 2.6.2 Why DTCA is viewed as negative by doctors? . Critics of DTC advertising maintain that prescription drugs differ from other products and, therefore, should not be advertised in a similar way to increase consumption. Instead of being sold to increase profits, prescription drugs should be sold only when a doctor believes the medication will be the best way to reduce a patients suffering (Findlay 2001). In addition, DTCA intrudes into the doctor-patient relationship and confuses patients by representing promotional messages as educational (Wolfe 2002). Further, opponents believe that DTC advertising increases demand for more expensive medications and medicalizes normal human experience (Mintzes 2002), rather than providing consumers with information needed to make better health-care decisions. Critics also contend that the increase in patient requests for advertised medications (Peyrot et al. 1998) leads to preference toward branded, advertised prescriptions over more affordable and effective treatments (Dyer 2002; Findlay 2002). Some also argue that such advertising is inappropriate because patients are not in a position to diagnose conditions or judge the relative safety, effectiveness and appropriateness of alternative treatments. This practice can lead to prescription drug misuse and abuse (Becker et al, 2005). In addition, evidence on clinical outcomes is often inadequate when drugs first come on to the market, at times leading to false impressions. COX 2 inhibitors (Vioxx), for example, were widely believed to be safer than other non-steroidal anti-inflammatories when first launched. An assessment of the full experience of serious adverse events in comparative trials suggests the contrary. Mintzes and Barbara (2002)

Meditation Essay -- essays research papers

Meditation is a private devotion or mental exercise consisting of a number of techniques of concentration, contemplation, and abstraction to heighten spiritual awareness. It has also been defined as, â€Å"Consciously directing your attention to alter your state of consciousness.† Meditation has been practiced around the world since the ancient times. It was used back then and still used today for spiritual growth (becoming more conscious). Meditation is mostly concerned about your attention, where it is directed to, and how it alters or changes a person’s consciousness.   Ã‚  Ã‚  Ã‚  Ã‚  Although meditation has been used for spiritual growth, recently it has become a way of finding a peaceful bridge between stress and the fast paced world around us. It has become a way of taking time out of all the distractions and stress that occurs in our lives and relaxing and finding ourselves. Some other uses of meditation include healing, emotional cleansing and balancing, deepening concentration and insight, manifesting change, developing intuition, unlocking creativity, exploring higher realities, and finding inner guidance.   Ã‚  Ã‚  Ã‚  Ã‚  There is no exact way to meditate. Different people meditate in different ways. However, there are many similar guidelines or ways that people go about meditating. First, put your expectations aside. Don’t expect to all of a sudden have your consciousness altered. Be open to meditation but don’t try to force something to hap...

Millers exploration of the American Dream in Death of A Salesman Essay

In the light of critical opinions discuss Miller’s exploration of the American Dream in Death of A Salesman in relation to the characters of Willy and Biff Loman. Focus upon the ideas of success and failure within the American Dream in relation to Miller’s portrayal of Willy’s idolisation of Biff and the effect this has on Biff’s life. The term ‘The American Dream’ by its very nature is an unrealistic phrase. The use of the word dream reflects the fact that although it is an aspirational concept it may not actually be achieved by the majority of the American population. Some may argue that it is a dream born of a system, which aims to exploit the hardworking people of America. In his critique of Death of A Salesman Leonard Moss states ‘Is he (Miller) not attacking in short, a system that is geared to exploit the common man?’? There are clearly instances within the play where the writer suggests it is impossible for Willy to achieve the dream. Although the concept of the American Dream is thought to result in equality amongst a nation of immigrants, it may be perceived as being dictatorial. This is because it is telling Americans how to live their lives and although one objective of the American Dream may be to achieve freedom, it may in actual fact be oppressing those in pursuit of it. The American Dream is explored throughout Death of A Salesman. Willy deludes himself into thinking that the American Dream is easy to obtain and will result in success for him. He believes that it will all come to him easily and that he is deserving of it. But realistically, he pins his hopes on the American Dream so much that it is the reason behind his demise. Willy’s faith in the American Dream remains strong although his own son confronts him with reality by saying â€Å"Will you take that dream and burn it before something happens?† (Page 102 Act 2). As one critic states, ‘the play romanticizes the rural-agarian dream but does not make it genuinely available to Willy’?. This implies that the American Dream has a purpose to lure Americans into a false sense of security believing that they can achieve the American Dream and financial success. This can be seen in the play as Willy fully believes in the concept of the American Dream but he doesn’t have any hope of achieving it. The play focuses on the American Dream and emphasizes what is perceived as success. Biff describes his desire to work in the country and be free â€Å"We don’t belong in this nuthouse of a city! We should be mixing cement on some open plain†¦Ã¢â‚¬  (Page 43 Act 1) whereas Willy’s perception of success leads him to believe that he will automatically receive fame and fortune through commercial success. In contrast Biff wishes to live a simple life like that of the pioneer figure in the American Dream myth. This brings us to ask another question: What can be defined as success in the American Dream? For some it could mean that hard work and endurance results in financial security, acceptance and quality. The idea of success is very ambiguous as it could have different meanings to the individuals who want to achieve it as their lives are individual to them. ‘The whole life of the Loman family is dominated by this man’s idea of ‘success†?. Willy is in constant pursuit of the American Dream. Willy believes as long as he appears confident he will be liked by other people and that they will be buying into him as opposed to his products â€Å"Because the man who makes an appearance in the business world, the man who creates personal interest, is the man who gets ahead!† (Page 20 Act 1). He bases his work ethic on a successful salesman who had many people come to his funeral as he was very popular. However, at Willy’s funeral, he proves to be almost entirely friendless. Willy has deluded himself into thinking that he is so popular and well liked but it is suggested that self interest in society prevents emotional attachments. A key example of success is Ben. Willy is living in Ben’s shadow as he is the successful brother. He had the opportunity to go to Alaska with Ben but declined to stay in America. Ben was part of a team that discovered diamonds in the jungle and consequently earnt a fortune from this. Biff wants to soul search and find his place in society, but at the age of 34 he has not yet done so. Although, as a child, Biff appears to be popular and successful he finds that he cannot conform to society and is still trying to find somewhere he fits in. Biff challenges his father’s expectations of him by asking â€Å"Why am I trying to become what I don’t want to be?† (Page 99 Act 2). Miller is perhaps suggesting that economic instability results in the repression of individuality. Willy pins all his hopes on Biff. ‘Willy Loman suddenly sees how deeply his own son could care for him. This discovery pushes him to the final extreme of his illusion, crying out: ‘That boy – that boy is going to be magnificent!’ and: â€Å"Ben, he’ll worship me for it!†Ã¢â‚¬Ëœ?. He spots the potential in Biff and then begins to live his failed dreams through Biff. He puts a lot of pressure on Biff to succeed. This damages their relationship and may also have resulted in Biffs kleptomaniac tendencies (possibly a sign of rebellion). Biff initially appears to be the all American boy who is capable of achieving the American Dream but the play shows how the most promising of people can ultimately turn out to be nothing in life ‘Richard J. Foster states ‘Biff, who in the play as an amplification of reflection of Willy’s problems, has been nurtured on Willy’s dreams too. But he has been forced to see the truth†?. Willy idolised Biff when he was a child as he seemingly had everything and the potential in life to succeed. Willy tries to make himself a better person by making Biff successful. Subconsciously, Willy has realised that he has failed in life and will not achieve the American Dream, yet he fails to publically admit this; both to himself and his family. Biff is able to see that neither he nor Willy can achieve the American Dream and tries to let Willy know this indirectly â€Å"Biff realizes Willy had the wrong dreams. In accepting the truth about his father, Biff is able to make a decision about his future based on a realistic view of his capabilities†?. He rebels from his father’s ideals of success and ways of life and this could possible be a way in whi ch he is trying to tell his father that they cannot achieve the American Dream. The theme of unconditional support between father and son is explored in the play. â€Å"The character of Willy Loman is the â€Å"the little salesman with a pathetic belief in his worthless son†?. As Willy is living his dreams through Biff, his love for Biff is great. He is willing to do whatever it takes to get Biff to accomplish something in life. When Biff is failing in Maths, Willy encourages him to cheat, and this represents the lengths that Willy would go to, to help Biff. â€Å"That’s because he likes you. If somebody else took that ball there’d be an uproar† (Page 17 Act 1). Willy almost encourages Biff’s bad behaviour and excuses it because of his popularity. Willy’s father left him when he was a child. Moreover, he left no money or legacy to be passed onto Willy and Ben. This may have been the point in Willy’s life in which he began to suffer a social injustice as he felt determined to make something of himself to pass onto further generations to free them from the hardship that he suffered. As Willy does not achieve this Biff is his last hope of having success associated with him. Because his father left him as a child with nothing, he is determined to get Biff to achieve something so that the Loman name is held with high regard. The name Loman is somewhat ironic as its individual components are ‘low-man’. This is significant in the play as it represents the common man and someone of low status who may be stereotyped as being unsuccessful in life and will amount to nothing. The lack of success and achievements in Willy’s life have resulted in shifts between the past and present in his mind. The shifts between past and present represent a time when Willy’s life was promising and the American Dream was attainable. They also symbolize the irrational state of Willy’s mind. He is stuck in the past as it comforts him in times of trouble. He reminisces over, what seemed to be, his prime as both a salesman and a father. When the play is performed, it appears to be very rational and realistic when Willy walks through a wall for example, and this signifies how real these shifts are in Willy’s mind. They show the irrational mental state of Willy. Willy is confused about where he is going in life and his mind is in a state of confusion. The shifts between past and present may indicate his inability to cope with his life in the present and moreover may be a way for him to escape his troubles in the present day. ‘Willy is the dreamy salesman whose imagination is much larger than his sales ability’? and this relates to the shifts between past and present. His imagination may lead him to a world in which he has no fears and feels that his life is fulfilling. In contrast to this, the language he uses is very simplistic. Willy expresses himself through statements and clichà ¯Ã‚ ¿Ã‚ ½s that are repeated so frequently that they border on monotonous with one example being â€Å"I’ll make it all up to you Linda, I’ll -† (Page 25, Act 1) The shifts also reveal the truth, which is not distorted by Willy’s perceptions of events. This is a key aspect in the play as the rest of the play is influenced by Willy or Biff’s take on events. The shifts between past and present are an example of expressionism in which Miller explores the psychological state of Willy. A number of motifs are present in the play which are used to represent American materialism. One of which are the stockings. When Willy has a flashback into the past he is with The Woman who he has bought new stockings for. However, in the present Linda is mending her stockings. This epitomizes Willy’s inability to provide for his family. An additional motif demonstrating the same point is the fridge. The use of both of these points shows that Willy has been stripped of his masculinity. The flute is used extremely effectively as an expressionist device in Death of A Salesman. It expresses the mood of the play at a particular moment. At the start of the play â€Å"A melody is heard, played upon a flute† (Page 1 Act 1). The flute gives a feeling of spring and optimism, generally a joyous tone. There is a sharp contrast between the innocence of the initial melody and the description of Willy’s house which is overshadowed by â€Å"an angry glow of orange† (Page 1, Act 1). The flute is significant in the play as it focuses on stages in Willy’s life and notifies the audience of the nature of the scene. The audience is informed that Willy’s absent father played the flute and at this point â€Å"new music is heard, a high rollicking tune†. This might imply that Willy’s father was a happy go lucky salesman and it lays emphasis on the fact that Willy is not, adding to his many insecurities. The flute is quite sombre/sinister towards the end of the play. Willy commits suicide â€Å"as the car speeds off the music crashes down in a frenzy of sound which becomes the soft pulsation of a single cello string† (Page 105, Act 2). The final concept to consider is failure in the American Dream. Is the individual or the system to blame for the failure of the American Dream? It could be argued that if the individual is gullible enough to be taken in by the American Dream, they have no-one to blame but themselves if they fail. Failure in the American Dream may represent the naivety of the American population. ‘The system is not the one to blame; Willy can only blame himself for not becoming what he wanted to be’?. This supports the idea that the American Dream exists but it can only be achieved if the individual adapts the American Dream to their life and is willing to work hard to achieve it. Denial plays a key part in Willy’s lack of success in achieving the American Dream. He refuses to acknowledge that he is a failure. An example of this in the play is where Willy says that he’ll buy a new tape recorder (like the one Howard has) even though he is fully aware that he has no money to pay for it. â€Å"The Loman’s have unrealistic ideas of success. To Willy, the foundation of success is not education or hard work but rather ‘who you know and the smile on your face’?. Willy is a proud man who doesn’t want others to perceive him as a failure, as this would force him to confront reality, whereas he prefers to live in a world where he conceals his problems and keeps a false pretence that everything is fine. Biff, like Willy, ignores aspects of reality that do not fit in with his ideals â€Å"You’re a – you’re an idealist!† (Page 11 Act 1). Some may argue that the system is to blame but ultimately he creates his own destiny. Faith in the system motivated him throughout his life but towards the end it left him â€Å"tired to the death† (Page 2 Act 1) Reference List. ? ? ? ? Craig M. Garrison The System and the American Dream *DEATH OF A Salesman* (Online) http://playwrites.net/salesman1.html ? ? Bamber Gascoigne (1962) Twentieth Century Drama. Hutchinson &Co. ? ? K. Linderholm (1995) The American Dream. (Online) http://members.aol.com/sunny2345/salesman.html Accessed 01/12/2005 ? Leonard Moss (1980) Arthur Miller. Brief excerpt from the preface (Online) * J.C. Trewin (English Reviewer) Drama. Winter, 1949 Bibliography Spark Notes (Online) http://www.sparknotes.com/lit/salesman/ Garrison, M. Craig The System and the American Dream *DEATH OF A Salesman* (Online) http://playwrites.net/salesman1.html Gascoigne, Bamber (1962) Twentieth Century Drama. Hutchinson &Co. Linderholm, K (1995) The American Dream. (Online) http://members.aol.com/sunny2345/salesman.html Accessed 01/12/2005 Moss, Leonard (1980) Arthur Miller. Brief excerpt from the preface (Online) http://www.writing.upenn.edu/~afilreis/50s/miller-into.html Trewin , J.C. (English Reviewer) Drama. Winter, 1949 Carson, Neil. (1982) Arthur Miller. Macmillan Modern Dramatists. Chapter 4: Death of A Salesman, pp.44-59 Wikipedia (Online) http://en.wikipedia.org/wiki/Death_of_a_Salesman http://www.bellmore-merrick.k12.ny.us/death.html Miller, Arthur (1958) From the Introduction to Collected Plays. Pp. 22-37

Chowking Food Corporation Essay

1.4 Background History of the Company Chowking (Chinese: è ¶â€¦Ã§ ¾ ¤) is a Philippine-based chain that pioneered the Asian quick-service restaurant concept in the Philippines. The concept combines a Western fast-food service style with Chinese food. Chowking predominantly sells noodle soups, dimsum, and rice toppings. The company was founded in 1985 at a time when Western-style burger joints were dominating the Philippine fast food scene. Its first store is strategically located at the Makati Commercial Center. In 1989, Chowking started expanding its market share amid the volatility in the domestic market. It started its franchising operations and made its entry into the provincial markets the same year particularly in Meycauayan, Bulacan. It also released its first Chowking TV commercial. In 1991, Chowking launches its Food Delivery Service. Annual system-wide sales hit P118.1 Million. In 1992, Chowking Food Corporation enters the Visayas with the opening of the Bacolod Era Mall store, and Mindanao with the opening of the Limketkai outlet in Cagayan de Oro. Its annual system-wide sales reach P342.8 Million as of 1993. Its annual system-wide sales hit P522 Million in 1994. In 1996, Chowking opens 100th store and the sales increase to P1.31 Billion. On January 1, 2000, Chowking became a wholly owned subsidiary of Jollibee Foods Corporation, the Philippines’ biggest fast-food chain. The change in ownership gave rise to store renovations and a new corporate look and mindset that is visible from front-end to back-end. In 2008, Chowking announced the completion of a Php270-million (USD 5.65-million) modernization program, which will help set  the stage for the company’s future growth. Called â€Å"Project DMSSM† (pronounced â€Å"dimsum†) for â€Å"Designed, Modernized and Streamlined Supply Chai n and Manufacturing,† the two-year modernization program that started in 2006 involves the expansion and renovation of Chowking’s Noodle Building, increased automation, and the improved integration of food manufacturing processes in its two commissaries in Muntinlupa City. The CHOWKING FOOD CORPORATION gained entrance to the Philippines’ highly competitive fast-food industry in 1985, at a time when it was dominated by western-style burger joints. It positioned itself in a niche where it could be a strong leader, by adopting the best features of two distinct restaurant personalities – on the one hand, the traditional Chinese restaurant, with its menu of delectable, sumptuous but easy-to-prepare and reasonably-priced dishes; on the other, the modern, western-style fast-food joint, with its eye-catching faà §ade, bright interiors and young staff dispensing friendly and snappy service – and fused them into a unique concept: the Oriental quick-service restaurant. With focus on its core competencies to create differentiated, superior product value, Chowking has stood the test of shifting tastes, changing lifestyles and a volatile market, to develop its own set of loyal customers that keeps growing year in and year out. In 1989, in an aggressive bid to expand its client base and capture a bigger share of the market, the company initiated its franchising operations and marked its entry into the provincial market. The twin moves enabled the company to pursue an ambitious expansion program that has made Chowking the largest Oriental quick-service (QSR) chain in the Philippines, enjoying high visibility in all the major cities and towns in the country’s main island groups, Luzon, Visayas and Mindanao. To ensure its continued growth, Chowking explored markets outside the Philippines. As of 2008, Chowking has over 400 stores within the Philippines and in markets such as the United States, Middle East and Indonesia. Chowking has steadily been expanding its network in the Philippines. It is able to ensure the freshness of its food and the reliability of its supply through its main commissaries in Highland, Muntinlupa City and Sucat, Paraà ±aque City as well as satellite commissaries in Iloilo, Cebu, Cagayan de Oro, Davao, and Pangasinan. In Dubai in the United Arab Emirates, Chowking’s commissary serves ten stores and is expanding to other areas. Emboldened by its success on the  domestic front, the company ventured into the global market in 1995, with the opening of a Chowking store in California, USA. Today, Chowking outlets are operating in the US West Coast under a licensing agreement with a Filipino expatriate family. A similar agreement has been forged with a Dubai national for the operation of Chowking stores in the Middle East. The turn of the millennium was a turning point for Chowking Food Corporation. On January 1, 2000 Chowking became a wholly owned subsidiary of Jollibee Foods Corporation, the largest, most respected restaurant chain in the Philippines. With the merger came numerous changes in Chowking. The change of ownership gave rise to renovations and improvements, beginning with a fresh corporate image made concrete by a brand-new retail identity. This identity manifests itself in almost al l the physical aspects of the store – the logo, faà §ade, layout, dà ©cor, counter, menu board, furniture, equipment and even the staff uniforms. Launched in June 2000, the new corporate look is worn by all new stores, while old stores are undergoing renovation to conform to the new image. All these changes are complemented by front-end and back-end systems designed to ensure cost-efficiency, speed up service and increase customer satisfaction. Hand in hand with the new physical features is the renewed pursuit of high standards in Food, Service and Cleanliness (FSC), the three pillars of the restaurant business. The goal has been still is as fundamental as it is simple: To serve consistently delicious and hot food in five minutes, amid sanitary and clean-smelling surroundings. The acquiring of the Chowking Food Corporation by the Jollibee Foods Corporation it bolsters their individual positions in the Philippine market – Jollibee as the undisputed market leader in the fast-food industry, Chowking as the No.1 Oriental quick-service restaurant chain. Jollibee lends its experience and prestige as the Philippines’ dominant player in the fast-food industry, while Chowking is poised to contribute significantly to the annual system wide sales of the Jollibee group. As they gear up for the challenges ahead, both companies are optimizing the advantages of the merger with synergies aimed at cutting costs and improving efficiency in their stores. 1.4.1 Facts and Figures Usually Chowking is just next to the leading competitors like Jollibee, McDonald’s, KFC, Max’s Restaurant and Pizza Hut. Yet, because of its being  competitive in terms of services, it is on the top 10 in the food industry with the expected annual system – wide sales of almost P12 Billion with a local store network of 400 at yearend of 2010. The strategic alliance between Chowking and Jollibee has proven mutually beneficial to both companies, bolstering their individual positions in the Philippines market – Jollibee as the undisputed market leader in the fast-food industry, Chowking as the country’s No. 1 Oriental Quick – Service restaurant chain. The hard work and vigilance have paid off: Chowking has been logging double – digit growth in system – wide sales since 2001, the fastest in the industry. 1.4.2 Types of restaurants 1.4.3 McDonald’s in the Philippines Chowking have the Commissary in Highland, Muntinlupa City and Sucat, Paraà ±aque City as well as satellite commissaries in Iloilo, Cebu, Cagayan de Oro, Davao, and Pangasinan which supplies the entire raw and processed product in all branches in the Philippines of its food to ensure the freshness and the reliability of its supply. Accessibility of resources is at best because ordered stocks needed come on time. Also if unexpected run out of products they can borrow from nearby branches. 1.5 Wedsite Address www.chowking.com 1.6 Vision-Mission and Values Statement 1.6.1 Vision 1.6.2 Mission Our dream:to be the largest Oriental food chain in the world. Our aim:to satisfy the discriminating needs of our global consumers by serving them consistent, High-quality food products in a friendly, caring atmosphere at prices they can truly afford. 1.6.3 Values (CMITE) CORPORATE VALUES These are the set of beliefs and values shared by the members of the Chowking family that guide us in achieving our mission and vision. These are the way we do things around here. These are the character of our organization. 1. CUSTOMER CARE The customers have preferred us over many competitors. The hard-earned money they spend in our store enables us to buy our food, pay us to earn our living that allows us to buy our food, pay for our rent, send our children to school, buy our medicine, and pay for our other needs. Therefore, they deserve no less than the best from us: our superb FSC, our heartfelt care, warm attention and friendly smiles. 2. INTREGRITY/HONESTY Being honest and true to our words and actions are God-given and invaluable treasures passed on to us by our parents, and which we will pass on to our children. We will live by its principles in our place of work, at home and in all our dealings with others. We may not be rich but can proudly look straight into the eyes of our fellowmen, because of our unblemished integrity. 3. INDUSTRY The only sure way to prosperity and to having access to God’s rich blessings is being industrious. Fate is kind, luck smiles and opportunities abound to the hardworking. 4. COMMITMENT/LOYALTY Chowking is the fountain spring of our livelihood. It is an extension of our home. We will give it our best. We believe that we are not an insignificant component of what makes Chowking great. We will be forever proud of our company and ever vigilant to keep it always number one. 5. RESPECT / TEAMWORK No man is an island. Life lived and shared with others is a meaningful and happy one at all times. As the golden rule states: â€Å"I will do to others as I would like it done to me. 6. CHEERFUL / FUN Having fun – smiling and laughing to our heart’s delight as we work hard in giving our best – keeps us energized and inspired. In all things we do, it never makes us tired or bored. It gives meaning, and even adds healthy years to our lives. 7. PASSION FOR EXCELLENCE We aim for the best. We drive ourselves to be the best. We take every day as a learning experience. We seize all opportunities to improve our skills, increase our knowledge, and be better persons today than we were yesterday.

Computer Ethics Essay Sample

Computer Ethics Essay Sample Computer Ethics Essay Computer ethics entails practices, values, and procedures that rule the process of access and consumption of computing technology and the linking disciplines without distorting the moral beliefs and values of people or the entire community. It is a concept in ethics that mainly focus on the ethical issues and challenges that result from the use of computers and strategies to curb them. Computer ethics majorly enforce the implementation of ethical computing procedures and usage of the computing materials and outlines the required methods that curb unauthorized transfer of digital contents. The discipline also helps to minimize other unethical processes, for instance, infringing copyrights as well as trademarks. The major aspects that relate to computer ethics mainly base on cases regarding the use of the internet, for example, privacy and user interactions with software, websites and other connected services. The common aspects of a computer ethics are such as privacy concerns, the intellectual property rights, and the impact of computers on the society. Personal data is vital when engaging in any business and thus available to other people as well as organizations. Privacy should, therefore, be upheld to protect this personal information through a technique called encryption. Privacy entails the ability of an individual to make reproductive and personal decisions w ithout any interference that is, freedom from any form of surveillance. Computer ethics describes information technology and the way to explore this technology to the users. Computer ethics also outline the challenges of running computer software and hardware as a result of misuse by the users. The modern society depends vastly on the computer networks to leverage the social and business life and thus there erupts both personal and social ethical concerns. Lack of computers would halt most of the industries today. However, most of the electronic communication between individuals and businesses, for instance, do not guarantee any privacy and security. Initially, when the computer technology was established, there was an absence of ethical standards regarding their use which resulted in challenges. However, the discussion in computer ethics brought a consensus and had solved the computer related problems. Some of the commandments regarding computer ethics dictate that one is not allowed to use a computer to harm others as it is highly unethical. It is ther efore immoral for one to access and distort other people’s files. Computer ethics also dictates that one should not interfere with another person’s work and therefore spreading and generating computer viruses to others is considered unethical. Snooping around files that do not belong to you means invading other people’s privacy and this is similar to break into others people’s rooms which are considered unethical. Using computers to steal or log into other people accounts, bank or company is similar to robbery thus ethical.It is against computer ethics to use computers to bear false witness against someone or copy any software without paying for it first. No individual is allowed to access other people’s resources without being authorized to do so and appropriating somebody else’s intellectual output is against the commandments of computer ethics. It is ethical for one to consider the consequences of any program they write and individuals are encouraged to think about computers in a broad social perspective. Compu ter ethics dictate that every person should use a computer in a way that enhances respect and consideration to ensure safety and satisfaction. Currently, we live in an era where computers are vastly used, and almost every individual has a chance to explore the internet before they commence their formal education. In this way, computers can be described as electronic devices that are human-made with the aim of maximizing welfare and convenience, with no thoughts process internally regarding moral actions.