Discuss symbolism and its effectiveness in the Iliad Essay

symbolisation plays a crucial role in The Iliad. Take for instance when Achilles already k at presents why Apollo is angry, but decides the fact should be stated by soulfulness other than himself. He knows that Agamemnon will be serve angry once the rectitude is revealed. I believe that in this instance he is trying to conserve his resentwork forcet in check by avoiding a direct oppositeness with Agamemnon so although the symbolization of anger is present it is kept under wraps. Calchas also fears for his life because he also knows Agamemnons fury is unyielding at times.However, with a great deal of come alongment from Achilles, Calchas spoke surface, bravely Beware-The theologys maddened because Agamemnon spurned his priest (106). When the truth is exposed, Agamemnon becomes extremely angry and he and Achilles argue. The argument becomes so heated that Achilles is tempted to dash off Agamemnon. Achilles questions himself, Should he draw the grand sharp sword slung at h is hip, thrust through the ranks and kill Agamemnon nowor check his rage and beat his fury down (108). Here, Hera has genus Athene intervene to keep Achilles from killing Agamemnon, which shows how the gods control Achilles destiny.The argument between Achilles and Agamemnon all the way shows that the two men have different opinions about the power of the gods, what is devoted or unholy, and what is proper treatment of other men. These differences are one ascendant of Achilles rages likewise the issues pertaining to power and gods are be symbolised. Achilles is also angry at having to compress another mans battle. The Trojan struggle is organism fought because Paris stole Helen, Agamemnons sister-in-law.In his argument with Agamemnon, Achilles points out It wasnt Trojan spearmen who brought me here to battle. The Trojans never did me damage, not in the least (107). Achilles rage heightens in the argument and he declares No, you colossal, shamelesswe all followed you, to pleas e you, to fight for you, to win your honor underpin from the TrojansMenelaus and you, you dog-face (108). Achilles is also angry because even though he and many other soldiers are there risking their lives for Agamemnon and Menelaus, Agamemnon is sly profuse to avoid personal injury.Achilles says to Agamemnon, Never once did you arm with the troops and go to battle or risk an ambush packed with Achaeas picked menyou lack the courage, you can see finish coming (109). The Trojan War is being fought for personal reasons. Achilles rage at this point stems from the injustice that he is risking his life for someone elses cause and also for the fact that Agamemnon is a coward. The argument between Achilles and Agamemnon has deep-seeded roots of jealousy, another and symbol emotion that stirs anger.Agamemnon knows that Achilles has the honour of the soldiers and the gods therefore, Agamemnon is always striving to prove his superiority and powerfulness to Achilles. Agamemnon agrees to g ive Chryseis back to the priest, but then takes Brisies from Achilles. Achilles allows Agamemnons men to take Brisies without a fight in order to maintain the respect of the gods however, after Brisies is taken, Achilles becomes so enraged and face wiped out(p) that he reaffirms his declaration not to fight any more(prenominal).Achilles declares that Agamemnon is to blame for the fate of the Achaean multitude if the day should come when the armies need me to save their ranks from ignominious, complete(a) defeat (112). Jealousy, then, can be viewed as another source of Achilles rage. The issues being symbolised here are emotional and touching. Achilles is heartbroken and calls on his mother, the goddess Thetis. She is sorrowful when she hears Achilles prayers and weeping. Achilles knows that he is going live a bunco life and now feels that his life has no honor. He feels that the gods have forsaken him by allowing Agamemnon to humiliate him.Achilles wants his mother to accumula te on an old debt from genus genus Zeus. Thetis is saddened by Achilles heartbreak and confirms his destiny, Doomed to a short life, you have so little time. And not only short, now, but fill with heartbreak too (114). She leaves Achilles to go ask Zeus to let the Trojan army win as long as Achilles is not fighting. Achilles is left alone, his heart inflamed for the sashed and have sexly girl theyd wrenched from him against his will (115). Achilles wooly-minded lovemaking and broken heart are another source of his rage. The effect is symbolism is tangible.Rage is being symbolised through love and the impact leads to a broken heart. Achilles heart remains rigid against Agamemnon even when three of his dearest friends come and ask him to fight again. Phoenix, Ajax, and Odysseus plead with Achilles to join the battle again, but he refuses. The three make the argument that even if Achilles is angry with Agamemnon, he should motionlessness come back to the fighting to help his friend s whose lives will be lost if he does not. Achilles dearest friend, Patroclus, decides to take Achilles armor and join the fighting.Patroclus is wounded in battle and then is killed when browbeat waiting, watching the great-hearted Patroclus trying to stagger free, came hurry into him right across the lines and rammed his spearshaft home. (159). It is Patroclus death that brings Achilles back to the war. Now his rage is emotional by his desire to obtain revenge against the Trojan army and, more specifically, Hector. Achilles armor is lost because Hector and the Trojans take it from Patroclus dead body. This action inspires Achilles to anticipate Thetis help again. She has Hephaestus make new armor for Achilles.The new armor is magnificent. It is a great and massive shield, blazoning well-wrought emblems all across its surface (173). Thetis and other gods encourage Achilles to fight now. Apollo taunts Achilles while Hector holds fast outside the city gates. It is poof Priam who first sees Achilles coming and is filled with fear for Hector. Achilles appears blazing like the wizardry that rears at harvest, flaming up in its brilliance far outshining the non-finite stars in the night sky (177). Hector is filled with fear as Achilles approaches the city.Achilles then chases Hector around the city three times. It is divine noise by Athena that causes Hector to finally stop and face Achilles. Zeus decides who will die in the fight as he held out his sacred golden scales in them he placed two fates of death that lays men low (181). The scales are tipped in Achilles favor and Hector looses his life. It is very clear that the gods control Achilles destiny and influence the factors that create his rage. why is Achilles enraged? His rage is a personal choice. He decides to confront Agamemnon. He decides to withdraw from the war.He decides to join the war after Patroclus death. However, the gods do their part in making sure that his destiny is carried out. Thetis has new armor make for him and encourages him to fight. Apollo taunts him. Athena intervenes, first to make sure he does not kill Agamemnon and then later to make sure that he does kill Hector. Zeus weighs his fate. Rage is the spawn of many emotions. Injustice, jealousy, un-holiness, revenge, and heartbreak are emotions that sparked Achilles rage. kors tale, the Iliad, shows how Achilles rage is his destiny.Symbolism is very effective throughout the novel. It is linked to emotions, love and rage.Works Cited Homer. The Iliad. The Norton Anthology World Masterpieces. Ed. Sarah Lawall. 7th ed. Vol. 1. W. W. Norton & Company. New York, London, 1999. 104-209. Spark Notes the Iliad by Homer Spark Notes edition January 10, 2002 The Norton Anthology of Western Literature, Volume 1 by Sarah Lawall Norton 8 edition August 15, 2005 Making Literature Matter An Anthology for Readers and Writers by conjuring trick Schilb Bedford/St. Martin 3 edition October 25, 2005.

History of Personal Computers

History of the Personal Computer Introduction The history of the in the flesh(predicate) figurer is vast and complex. As computers continue to develop, all(prenominal) development brings greater opportunities and challenges to the origination of computing. - Learn how it all started and where it has led to in todays world. quiz 1. The first accurate mechanical calculator was invented in 1642 by __________. a. Charles Babb mount up b. Blaise public address system c. Joseph Marie Jacquard d. Herman Hollerith 2. In 1993, the invention of which browser allowed Internet habituaters to view multimedia files? e. Netscape navigator . Internet Explorer g. Opera h. Mosaic 3. In 1975, Popular Electronics mag advertised the __________ as the first computer available for personal use. i. Altair j. orchard apple tree Lisa k. IBM l. ENIAC 4. The principal features of the graphical user interface were developed by __________. m. apple n. Microsoft o. Lotus p. Xerox 5. The __________, which c an alter its electric state amid on and off, is the basic building block for computer circuitry. q. Processor r. duty tour s. Transistor t. Microprocessor 6. Released in 1979, the first word processing application for personal computers was __________. . Word v. WordAssistant w. WordPerfect x. WordStar 7. Built in 1939, the __________ computer was the first to use vacuum tubes instead of mechanical switches to store binary data. y. ENIAC z. Altair . Atanasoff-Berry . IBM 8. Which computer was the first to use magnetic storage tape instead of punched cards? . UNIVAC . ENIAC . Altair . ADA 9. The __________ is considered to be the first successful high-speed electronic digital computer. . Hollerith tabulating machine . Jacquard stew . ENIAC . Pascaline calculator 10. Who is considered the first computer programmer? Charles Babbage . Herman Hollerith . Grace Hopper . adenosine deaminase Lovelace Projects Interviews Task Interview people of varying ages to find out how computers wer e employ when they were in their childhood. fitting Interview four people of varying age ranges to find out how computers were used when they were in their childhood. Write a epitome of how computers were used during their childhood. History of the Computer Task View the history of the computer. fitting Visit www. pbs. org/nerds/timeline and view the history of the computer.Write a short description of the events during each of the follo deriveg phases. 1. Prehistory 2. Electronics 3. Mini 4. Micro 5. Network The 1952 Presidential resource Task We trust our lives to computers. They control planes in flight, calculate our payrolls, and monitor bouncy hospital equipment. It was not always this way, though. Lets look at a computers role in predicting the 1952 presidential election. Assignment Visit www. wired. com/science/discoveries/news/2008/11/dayintech_1104 to see what trust was displace in an early computer. 1. What computer was used to predict the 1952 election? 2.Which m esh used the computer during a live deal of the election results? 3. Although the broadcast was from New York City, where was the computer located? 4. Who was predicted by preelection polls to be the succeeder? 5. Who did the computer predict the winner to be? 6. What were the numbers of electoral selects predicted to be? 7. What were the odds that this candidate would have even the minimum 266 electoral votes to win? 8. How did the news department respond to this information? 9. What were the final electoral vote counts, and what was the percentage of error from the initial prediction?

A King at War with Parliament

A fag at War With parliament The English Civil War began in 1642 between King Charles I and parliament. Wealthy nobles, known as Royalists, supported the king. Supporters of Parliament included Puritans, who were led by Oliver Cromwell. Cromwell eventually became commander-in-chief of Parliaments army. A number of battles took place between the kings troops and Cromwells army, some of which are shown on the map below. The first battle, which took place at Edgehill, did not don ground for either side. After a serial of victories, however, Cromwell and Parliament took control of London and, eventually, England.In 1649 Charles I was publicly beheaded, and Parliament solo ruled England. pic Map Activity 1. ON THE MAP, LABEL THE AREA OF ENGLAND. 2. drop a bright color to trace the borders of the area controlled by Parliament at the start of the war in 1642. 3. habituate a reciprocal ohm bright color to circle the location of the first battle of the war. 4. Use two different light colors to trace the routes of forces that arrived from outside England in support of the king and in support of Parliament. Analyzing Maps 5. REGION BASED ON THE MAP, WHO CONTROLLED A LARGER AREA OF ENGLAND AT THE START OF THE WAR IN 1642? . Location From which country did forces invade England in support of King Charles I at the battle of Nantwich in 1644? 7. Location Troops from which country conjugate the Parliament army to defeat King Charles I at Marston moorland? 8. Region Based on the map, which area of England did Parliament gain in their victory at Marston Moor? 9. Location Based on the map, did King Charles I or Parliament win the battle at Lostwithiel and gain control of southwest England? 10. Region Based on the map, which small portions of England remained in the control of the king and his forces in December 1645?

Herbal Products for personal casre Essay

Aromatherapy is complementary and alternative medicine (CAM) technique in which respective(a) inherent oils (including essences and extracts) derived from plants, flowers, fruits, leaves, herbs, stems, shrubs or trees are utilized to promote healing of the system, genius and the spirit, and to encourage health and well-being of the individual. Aromatic oils have been utilized in healthcare since ancient times by the Egyptian civilization and the Arabs. fresh aromatherapy was given special interest in France.The French found that oils had several(prenominal)(prenominal) anti-septic properties and hence could be utilized to reduce infections. Some of the physicians in France contend essential oils. Certain guidelines mentioned in the aromatogram help the physician to decide which essential oil has to be utilized. The diligents sample of tissues or body fluids is cultured in the laboratory. Different essential oils are added to the growing cultures. The peculiar(prenominal) es sential oil that inhibits growth of the microorganisms is identified and utilized.Essential oils are substances resembling to hormones (or chemical messengers) present in the body, that play an important role amongst cells. It contains about 200 to 3000 different compounds. Studies suggest that they depose play a role against buttockscer, and have other effects such as foreplay (lime), calming (lavender), analgesic (clove), anti-spasmodic and cough suppressant (lavender). On the shin, it seems to have an healthful (tea tree), astringent (lemon grass), protectants (sandal wood), stimulant (rose) and cooling (Chamomile) effect.Aromatherapy can be administered in several forms such as skin or external applications (including cosmetic single-valued function and applications over the hair), inhalation, and internal consumption. External applications of essential oils involve applying the agents on the skin through baths, massages, friction, compresses, cosmetic use (in the form of creams, masks, compresses, lotions, ointments, and so forth, hair applications, etc. much(prenominal) applications help in relaxation, stimulating the skin and make the individual regain more energetic and lively.Several toxic substances and metabolic wastes present on the skin are inactivated and destroyed. It also helps to reduce body aches and reduce swellings. seldom (5% of the cases), the individual whitethorn develop inflammatory disorders of the skin (such as dermatitis), and bugger off symptoms such as irritation, rashes, pruritis, etc. In such circumstances, the divvy upment should be discontinued. Internal consumption of essential oils may be required to treat several disorders involving the internal organs (such as the digestive tract).However, some of these oils may damage the liver. Hence, they have to be administered strictly by a physician, and the patients condition should be monitored. The essential oil can also be administered utilizing a diffuser or nebuliz er (through inhalation). The oils can be utilized to treat several breathing or lung disorders, and to improve mood. The molecules of the essential oils can enter the body through the nose, gain access through the lungs, from where it can diffuse into the bloodstream.It can remain in the blood for 30 minutes to several days. Sprays are also available which provide effect for a short period. Aromatherapy has emerged as a separate branch of science and work because of the huge benefits. Lavender may increase brain wave functions cerebrate with relaxation and stress-release (Balac, 1992). Chronic smokers felt up a reduced urge to run through tobacco with aromatherapy (Rose & Behm, 1994). The quality of life in individuals with cancer and anxiety better by and by being administered Chamomile (Wilkinson, 1995).Stevenson (1994) demonstrated that heart patients requiring surgery felt better when their feet were being massaged with neroli oil. Post-operative patients had reduced nause a and needed fewer painkillers after inhaling peppermint oil (Tate, 1997). In fact aromatherapy can be utilized to treat several conditions such as infections (such as Herpes shingles Virus, Herpes Simplex Infections, etc), arthritis, skin disorders, musculoskeletal disorders, sleeplessness, anxiety, distress, anticancer therapy problems, anorexia, body aches, etc.Any individual can learn about aromatherapy by interpreting books, attending seminars or going to school that train in aromatherapy. The study Association of Holistic Aroma-therapists (NAHA) is setting up standards for giving licenses and administering training. The individual who wants to stimulate an aroma-therapist should have a good knowledge and practice of chemistry, botany, human physiology, etc. The aroma-therapist is responsible for administering treatment sessions on the patients such as massages.During the patients first session, he/she will ask the questions to get a little outlook of the past and present m edical history. According to the patients complaint and the diagnosis of the condition, he/she will prepare essential oils apply different individual components. The massages are similar to the Swedish and the Sports methods. The aroma-therapist also gives shade details of the procedure to the patient, advices about any precautionary measures to be taken and educates the patient about the benefits and risks of the procedure.

Effects of Enzyme

Effects of Temperature on Enzyme Biology Introduction In order to consider the activity of enzymes at different temperatures the ability of the enzyme to function can be measured. This is important in many applications such as Polymerase Chain reply for forensics as well as genetics research where manipulation of temperature-dependent enzymes allows for takings of DNA segments. Bennett states, when the nix measured as heat increases in a chemical chemical reaction the energy increases the reaction speed and reaction rate. (1969) This happens until a threshold though in many biological processes where positive energy input no longer increases reaction speed due to the forbidding of other factors in this audition that factor is the degradation or denaturing of the protein colonial that is the enzyme working to catalyze the reaction. One would make the dead reckoning that for any condition enzyme there is a minimum reaction rate which increases with temperature so at a maxim um point begins to be less and less good as the enzyme form no longer works to catalyze the reactions with its wedded substrates.Materials and Methods After obtaining five clean test tubes and testing groundeling them in order 1 through five, each were marked at one centimeter and at four centimeters from the bottom with a permanent marker. Next, the potato juice/catalase elicit is added to each tube to the one centimeter mark. The following portion of the experiment was in segments for each tube. Tube one was laid in an ice-bath by adding ice and pissing in a 250ml beaker. Tube two was placed in the tube rack on the lab bench in a path temperature environment.Tube three was placed in a water bath at 50 degrees celsius, and tube four was set in the 70 degree celsius water bath. Tube five was placed in a boiling water bath of a beaker on the yearning plate while wearing goggles for protection. Each tube was then left in the conditional environment for decennium proceeding. The temperature of the boiling water, room temperature, and ice bath were measured by thermometer. After the ten minutes I used the thermometer to measure the temperatures of the room, ice, and boiling water. Then, after adding water, waited 30 seconds until the bubbly in the tube, stopped.The measured the amount of foam was recorded. Results After all the get steps were taken, a table was created and I recorded each temperature that was in the tube and foam crown as well. The temperate and the foam stature were both recorded to see the resemblance and results concluding the temperature effect on enzymes. An example of my results are recreated as seen below (numbers and titles are accurate and the same as lab test) As shown in the table A, temperature and foam tallness is represented by different color lines on the graph. The purple line, represents temperature. The unconsolable line represents foam height (mm).As the temperature rose, the heigh of the foam decreased. This di d non support my hypothesis. My hypothesis clearly stated, If the temperature is really high, then the foam will rise highly. 50 degrees will be have the most amount of foam. This hypothesis was not supported because the highest amount of foam was found at 0 degrees. The enzymes reached optimum temperature, and then denaturing took place. In comparison to another lab, the same results occurred. Campbell Neil from students. cis stated, The higher the tautness of substrate, the faster the reaction rate. This made my hypothesis invalid. DiscussionAlthough my hypothesis was not correct, the lab results agree with previous literature on the effects of temperature on enzyme activity. harmonize to Susan Gilbert, Enzymes are sensitive to their environmental conditions. Up to a point, the rate of the reaction will increase as a function of temperature because the substrates will conflict more frequently with the enzyme active site. At extremes of pH or temperature, any high or low, the native structure of the enzyme will be compromised, and the blood corpuscle will become inactive(2009). Enzymes are very sensitive and do the opposite of what most chemical reactions in this case.According to the Worthington Biochemical Corporation, A ten degree Centigrade rise in temperature will increase the activity of most enzymes by 50 to 100% (2012). This furthers the conclusion that when the temperature rose the foam height decreased and the reaction was less intense. Table A. Bibliography Bennett. 1969. Modern Topic in Biochemistry 43-45 Campbell, N. 2002. Biology, 6th ed. Enzymes 300-340 Cummings. 1998. Biology in the Laboratory Temperature and enzymes. 1-9, 10-20 Gilbert, S. 2002. Enzymes. Biology Vol. 2. 3-9 pic

Dell Case Study

Running interrogation DELL COMPUTER CORPORATION Improving the dell Computer pot Heather Mueller Corporate Communications Section One Improving the dingle Computer flock The key issues presented in the dell Computer Corporation case study is that dingle needs to align its identity with its image, and balk relying heavily on technology (dell Case Study P. 58). Increased dependency on technology, along with a gap between image and identity, stop cause complications for a telephoner if they are non attended to. AnalysisCorporate parley must be closely linked to a caller-ups over whole vision and strategy, (Argenti, 2007, p. 12) and if not, it can cause constituencies to view the company negatively. The mind Operating Officer of Sony criticized dingles lack of spending on research and development, therefore, Sonys image of Dell does not align with Dells identity. A companys image is the corporation as seen with the eyes of its constituencies, and an organization can have distinct images with different constituencies (Argenti, 2007, p. 58).This differs from an identity, because an identity consists of a companys defining attributes, and should not very from one constituency to another (Argenti, 2007, p. 58). Many of Dells constituencies view Dell in a very positive light, and see Dell as an excellent example of how a company should function and communicate with its constituencies. Dell has a well-founded identity called The Soul of Dell which is its incorporate doctrine that defines the kind of company it is and aspires to become and shows Dells commitment to film accountability (Argenti, 2007, p. 9). However, identity building and master(prenominal)tenance requires the ability to conduct research, and if Dell does not clearly communicate that ability with its constituencies, Sony will quell to be discontented with Dells identity (Argenti, 2007, p. 50). The founder of Dell Computers, Michael Dell, pull ind an e-mail based culture at the company as the immemorial work environment (Argenti, 2007, p. 62). email can be effective because it forgos subordinates to slowly communicate with senior management and is an efficient mean of communication cross modalitys time zones (Argenti, 2007, p. 2). This is important because subordinates can get the companys strategy directly from those at the top of the organization (Argenti, 2007, p. 12). E-mail in any case helps to create a productive climate in which managers and employees communicate effectively and curb separately other (OHair et al. , 2008, p. 181). However, Dells increasing dependence on technology-mediated communication creates an environment that may discourage relational development (OHair et al. , 2008, p. 179).Nearly all communication takes place digitally because face-to-face communication has given way to a strictly electronic communication network. (OHair et al. , 2008, p. 189). Without face-to-face communication, own(prenominal) relationships inside the company may begin to fail, which decreases productivity, and increases isolation and emotional detachment from the companys identity as well as other employees. If the amphetamine management at Dell does not improve the ways it communicates internally and externally, the company will not continue to grow, thrive or flesh out in the changing corporate environment.If Dell can modify and accommodate its behavior in a positive way, its constituencies will become aware(predicate) of Dells excellent communications, and this well-built structure will transcend through the company so employees will learn to communicate efficiently as well. Solutions The upper management at Dell needs to make personal and public communication more than important in spite of appearance their strategy for maintaining their centre of attention identity as The Soul of Dell. Dell already has a secure relations with constituencies because employees and management allow for unique working relationships that transcend the us and them, so the constituencies feel valued (Argenti, 2007, p. 62). However, a company can forever improve its communication with constituencies because communication is an ongoing process by which breeding is exchanged between individuals through a common system of symbols, signs, or behavior (Communication, 2009, par. ). In order to improve its communications, the upper management at Dell can work more closely with the marketing communications incision and create a stronger corporate mission. With todays fast-flying changing environment, a clear-cut corporate mission can not only keep employees aligned with what the company is striving to be, but also can act as a source of stability for consumers weary of the constant change surrounding them. (Argenti, 2007, p. 12). The marketing communications department coordinates and manages promotional material relations to products and deals with activities relating to customers, and could compose ways to streng acco rdingly the corporate mission (Argenti, 2007, p. 53). If more focus was put on marketing communications and a stronger corporate mission was created, and then employees can better understand the fundamental reasons for the companys existence.The employees would be able to clearly demonstrate and publicize each way they illustrate the companys identity and pursue the inveterate purpose of achieving the corporate mission. When a company gets more involved in quasi-political activities with constituencies that claim to represent a firms customers, the company would then be able to control how its constituencies view them, and how the company evaluates its identity compared to the constituencies perceive image.The American Decency Association (ADA) successfully maintained and illustrated its identity involving the need to prevent images of violence and adult content from being promoted by family orientated companies and businesses (ADA, 2008, par. 1). They successfully lobbied for c ompanies including Kelloggs, Lowes, Tyson Foods, and S. C. Johnson to stop buying additional advertising space on U. S. picture shows with unnecessary violence and adult content such as alphabets Desperate Housewives and FX Nip/Tuck (Argenti, 2007, p. 53).The marketing communication aggroup of the ADA ensured that family orientated products and brand promotions were sending the right messages to children. The company stayed authentic to its corporate mission and never strayed from its foundation of values and beliefs, so that its constituencies would not be anxious of the constantly changing environment that surrounded the media. E-mail constantly causes information overload for employees in a company if it is the main source of communication, and this informal communication process often isolates employees and does not allow them to interact. Spending over 5 hours a day staring at a computer screen increases the risk of depression, insomnia and other mental wellness problems as well (OHair et al. , 2008, p. 189). This can be solved with increased face-to-face communications through meetings, team building activities, and company outings. If the upper management put more of a emphasis on internal communications, then the employees would be more engaged, productive, loyal, and happy, and the strength of company relationships will increase (Argenti, 2007, p. 54). ConclusionThe hunt down of actions that Dell should pursue is working closer with the marketing communications department to create a stronger corporate mission, and to increase face-to-face communications within the company. With increased and improved personal and public communication, Dell will be able to align its image with its identity, and will be able to ratify relationships to prove themselves as a successful company with a accordant strategy, in the endlessly changing work environment. References ADA. (2008, September 28). ABC/Disneys epic housewives.In American decency association. Re trieved February 9, 2009, from http//www. americandecency. org/main. php? f=updates_new/2008/September/09. 28a. 08 Argenti, P. A. (2007). Corporate communication (4th ed. ). New York, NY McGraw-Hill. Communication. (2009). In Merriam-Webster. Retrieved February 10, 2009, from http//www. merriam-webster. com/dictionary/communication OHair, D. , Friedrich, G. W. , & Dixon, L. D. (2008). Work relationships. In Strategic communication in businesses and the professions (6th ed. , pp. 178-205). Boston Pearson education.

Racial bias in the criminal justice system Essay

Numerous mull over have found general racial bias in US criminal justice system. A new draw issued by a coalition of civil rights organizations calls the massively and pervasively biased trea iirk forcet on blacks and Hispanics by the US natural law and courts the major civil rights problem of the twenty-first century entitled judge on Trial Racial Disparities in the American Criminal judge System. The study finds that minorities in the US face discriminatory treatment at every stage of the judicial process, from arrest to incarceration.The 95 page report was issued by the Leadership Conference on Civil Rights based in Washington DC. Its findings show that blacks, Hispanics and other minorities face unfair targeting by police and other law enforcement officials, racially biased charging and plea talk terms decisions by prosecutors and discriminatorysentencing by settle.In a report released from Washington DC- pardon International criticized Us Federal and state justice sys tems as pierce with racial discrimination. The report, Racism and the Administration of Justice, citesas evidence the disproportionate station of minorities incarce arranged, sentenced to death, and executed in the US. In its report, Amnesty International cited cases of racial profiling, unlawful use of force, unlawful shootings, anddeaths in custody affecting minorities from at to the lowest degree 10 states in the US.African Americans and other minorities suffer disproportionate rank of incarceration, accounting for 60 per centum of the 1.7 billion slew currently in jail or prison in the US. African American men argon imprisoned at more than eightsome measure the rate of white men, and one tierce of all young African American men are in jail or prison, on parole, or on probation. African American women are imprisoned at eight times, and Hispanic women at four times, the rate of white women.The overwhelming bulk of victims of police brutality, unlawful shootings and deat hs in custody are members of racial minorities.A study of 2,000 murder cases in Georgia found that the odds of a death sentence in cases in which blacks murde passing whites were s very much as 11 times higher than when whites murdered blacks. A study found that in Philadelphia a black defendant is four times more likely to receive adeath sentence than a white defendant. Racism that perverts the course of justice is a daily accompaniment of life for many in the US, yet this plague of bias is over looked, ignored or openly tolerated by police chiefs , prison wardens, judges and our political leaders.Today a full two-thirds of Americas two million prisoners are people of people of color. One million are African American and 400,000 are Hispanic/Latino. People of color represent one third of those arrested for drug crimes, but two-thirds of those sent to prison. Whites and racial minorities live in completely different worlds when it comes to the American criminal justice system.. S ince as far binding as the 1920s minorities have been over-represented in federal and state prisons.Minorities were because 25% of all prisoners while only about ten percent of the total population.The Kerner Commission warned in its report Our nation is moving towards two societies, one black, one white-separate and unequal.Coramae Richey Mann, Unequal Justice, suggests that white Americans view the classic raper as a black man, the typical opium user as a yellow man, the archetypal knife wielder as a brown man, the red man as a drunken Indian, and each of these people of color as collectively constituting the crime problem.The race or ethnicity of the pigeonhole perpetrator varies between African American, Hispanic, or Native American depending on the nature of the crime or the section of the country.These prejudicial images provide a social-psychological at a lower place girding upon which many of the discriminatory aspects of the criminal justice system areconstructed.Racia l Discrimination is defined as including any distinction or impairing the bring of a persons human rights. The discriminatory treatment of people of color in the criminal justice system fits squarely underthis standard.

Lord Of the Flies Mood Essay

With windup reference to the extract, guide how William Golding creates wit and cash machine here. (10) In this extract, we notice that it is the refinement events of the novel. So, we can identify that all chaos and destructive events get down taken place as a result, their impacts upon the characters have taken their toll. In the theory lines of the extract, Golding (straight away) creates a sombre mood towards Ralph, when the officeholder said How many of you atomic number 18 there and Ralph responded by shaking his head. What this shows is that Ralph is clearly astonished and mesmerized as if he had a flashback- by all the misfortune that occurred on the island. He does not reply verbally, but, by the absence of this, Golding creates an additional distressful mood amid Ralph and the reader which in turn creates a sorrowful air. This atmosphere is prolonged through when we touch the description on the appearance of Ralph.When asked just about authority, Ralph says t hat he is in charge, I am, however after this a mavin of visual cleansing effect emerges. In other address, as a reader, it is like the wool has been taken away from Ralphs eyes, as he realises who he really is, A little boy, with a black majuscule and red hair. Next we see that the mood changes into a remorseful unmatched when in this section Ralph may have been reminded of the withdrawal of an adult figure. Yet, when reminded of shote through the spectacles he changed his mind and stood still. What I infer from this is that Ralph is reminded from the rational number and parent like figure of Piggy which in turn creates a despairing atmosphere. This atmosphere is maintained throughout the extract. We see next that the ships officer is quite disappointed as a group of British Boys would have put on a better show. This disappointed mood, created by Golding, is inserted to show the escalation of violence and change that has commenced on the island. Also, the removal of law and justice in which the British are popularised to uphold.Ralph himself realises this and through his response, we see his how this was to be, but later, this British familiarity had fallen out of hand. It was like that at first, we were together then. Golding shows this disappointed atmosphere through Ralphs unfinished sentences. In the last two paragraphs, realisation, of their surroundings, between all the characters have been distinguished. This atmosphere is seen as the island was once a crazy glamour, now its scorched up. Furthermore, with the deaths of Simon, and jack had killed Piggy, tears and sobbing took themall. In this, we see that there are contrasts to the father and child theme. We see this by the words filthy body and unwiped nose which can relate to childish features. As a result, this creates a heartfelt mood towards the characters. In the ending, we see that the officer looks at the trim cruiser in the distance. Why Golding created this is possibly (in my speculat ion) as a new leaf/page, a symbol for freedom, in turn, creates a positive atmosphere.

Belief Statement

in the flesh(predicate) MISSION STATEMENT I am at my best when I am unselfish and positive about what the future brings me. When I am looking forward to benefiting myself and others. I will try to prevent propagation when I let the negativity and harsh conditions I have stupefy across in the past affect me and the ones I dole out about. When I belong losing faith in myself and my Lord. I will enjoy my school by finding employment where I can make genuine that the environment is safe for the people.I will find enjoyment in my ain life through providing myself with knowledge and wisdom and enjoying the company of people no matter what the occasion is. I will find opportunities to use my native talents and gifts such as God-given willingness to give a helping hand to those in need. I can do anything I set my mind to do. My lifes pilgrimage is to travel to a land far away and protect the town from a magical dragon. By defeating it, I will be praised and called Savior. I will f orever stay and defend the land from any potential drop threats.I will be a person who would be remembered as a loyal friend, faithful husband and a law-abiding citizen. My tribute relation should be about how I lived by putting the ones I go to sleep and care about before myself. My charisma and kindness would be appreciated as well. My most important future contribution to others will be to love and care for the ones I love for as long as I live. Always by their side and willing making trustworthy that everyday with me would be a gift. I will stop procrastinating and start working on time and focus in my education so that it can benefit me and bring fortune to my future.Start taking good care of my body and mind by eating, exercising and maintaining good habits. Better ending making and surrounding myself with the right people I will strain to incorporate the following attributes into my life Constant unconditional love, unselfishness and charisma from my mother. I will cons tantly renew myself by focusing on the four dimensions of my life Taking good care of my body, Finding Enlightenment, Having belief in God, Treating others the way I want to be treated

Karma in Bhagavad-Gita and Shakuntala Essay

In _Bhagavad- Gita_, dharma and karma be two controlling forces of the ultimate destinies of the concourse to preserve and conserve the Hindu genial order. Arjuna, the protagonist, is torn between two choices, either to perform his dharma for the immunity of the spirit or to fight against his kin that would probably result to wickedness karma. He belongs to a compelling position in the Hindu social order because of his birth and occupation, making him locked up from the supposed ultimate freedom (Mack, 1995). The dharma of Arjuna complicates his status in the social hierarchy thus makes him doubtful in execute his duties and responsibilities both as a Hindu warrior and a kin. He may have the control over his spirit and he may choose to receive a neat karma, plainly his dharma contradicts and requires him to somehow disobey his self-importance.In addition, agree to Krishna, if he will withdraw from spotion, it is thus an act of self-delusion and the renunciation of moral a nd social responsibility. Krishna said that he Arjuna must gain vigor to demolitionure fleeting things- they come and go (2nd teach 14). He is persuade him to fight the battle (2nd 18) and so if he has courage, he is fit for immortality (2nd 15). He is always reminding him that his dharma requires him to fight.He adds, No one exists for even an instant without performing doing however unwilling, every being is forced to act by the qualities of nature (3rd 5). Arjunas hesitation may be valid in some points but it is orderly since it is human nature. He is overcome by doubts because he does non wish to be guilty of the death of his kin, but Krishna tell him that challenges imprisons the serviceman unless it is done as sacrifice freed from attachment, Arjuna, perform action as sacrifice (3rd 9).From the philosophies of Krishna mentioned above, it can be scrutinized that an individual in the Indian order must not think that performing dharma can be immoral once it may result to evil karma, but earlier internalize that when performing deeds, always perform with detachment any action you mustdo performing action with detachment, one achieves supreme good (3rd 19). They are not ruling dharma and karma, but they govern to preserve the world (3rd 25)._Shakuntala_ also portrays a strong Hindu society and Hinduism. There is somberness and melancholy due to dharma and karma but the ultimate destinies are well-controlled. Hinduism may declare oneself sufficient free will to man but it does not concede him grappling from the moral ambiguities that may lead to tragedy (Yohannan, 1994).Shakunta was punished because she did not able to perform her spiritual duties. As what Priyamvada told the King, Shakuntala has been engaged in the practiced of religious duties but because of her fascination and attachment to the King, she forgot her dharma for the first time, leading her to assume evil proceedss (karma). Priyamvada told her assumption to Anasuya when they w ere in the garden of the solitudinarianage and said I business a terrible misfortune has occurred.Sakoontala, from absence of mind, must have offend some guest whom she was bound to treat with respect. Shakuntala is the daughter of the hermit leader and a Brahman so she really has to perform her religious duties otherwise she will disobey the norm. Nevertheless, she is not ordain to be eer shattered and helpless she must gain back what and who she deserves to have, and that is to be get together with the King.Through the presentation of the fate of the characters, we can say that Hinduism still favors people as long as they keep their faith and deeds according to it.For the question _how can be both paradoxical and at the alike(p) time complementary, Shakuntala_ and _Bhagavad- Gita_ have their suffer ways of portraying an Indian society and its religion. In _Bhagavad- Gita,_ Krishna is really the personal and true-existing (though appeared in a different form) adviser who ke eps on reminding and convincing Arjuna to perform his dharma otherwise a great consequence might happen. Arjuna tends to remain in his humanness nature but his dharma tries to raw him from his morality,so there is his friend charioteer (Krishna) who keeps on warning him by teaching philosophies. He is overcome by his morality by killing his own kin. On the other hand, Shakuntala has not been warned before she committed such sacred crime. She was more overcome by the humanness nature that she tends to forget her dharma. Her emotions blunt her, so as punishment, her own fault kills the chance to be love by the King.Because of their social status in the society, their dharma becomes more demanding and regulating. Both specify a pleasurable sense of life and their religion guides them not to end up tragically. Both value intimacy as means to redemption and liberation. In _Shakuntala,_ the trial which she brings upon herself matures her in the knowledge of love and prepares her for the life which she is destined to live (Yohannan, 1994). In _Bhagavad- Gita_, knowledge is obscured (3rd 39), therefore Krishna tells Arjuna that kill this evil that wins knowledge and judgment (3rd 41) because knowing the self beyond understanding sustain the self with the self (3rd43)

Brechtian Performance- Second Reflection Essay

1. What Brechtian techniques did you utilization in your assort?Myself and my fellow group members utilize many different Brechtian techniques in our peace treaty of Epic Theatre. Firstly, we decided on a social issue to sales booth our peice of theatre on, our final being the issue of gay marriage. We then model this issue based on the written report of The 3 Muskateers, and changed the name to Three Muskaqueers.This word tender and the topic of gay marraige continued on passim our peice of theatre. Also, to continue the theme of homosexuality, we used Brechts idea of introducing Gods who pass jugdment on the play and the characters, Hamzah was our God of Gays. We also used a popular song the YMCA and changed the nomenclature according to our social issue and story. Other Brechtian techniques we used were scene move through cutting, gestus and greeze frames and we also had a narrator who introduced our play.2. How well did you venture you used them (Popular audince an swer/engagement/understanding. Critical opinions of other practitioners & Self personal targets you may start set yourself)I think that our group used most of the techniques truly well. We were able to explicitly use the Brechtian techniques we chose, much(prenominal) as using a God to pass judgement and using a narrator, however i feel we could take over improved on other aspects of Brechtian theatre such as including the characters saying stage directions. If we had added much of these techniques our peice would construct become more Brechtian and would have been more apparent to the audience that our performance was a peice of theatre. I think we used our social issue and story well as we cleverly created a play on words from the original story of the Three Muskateers to the Three Muskaqueers. I feel that overall, from the reaction that we got from the audience and how i feel about our peice of theatre from the targets i first set myself that we used the techniques very w ell.3. How well did you synthesis your content (what you were saying) with the form (how you were saying it) What did you think was effective and why?I think that we had quite a median(a) amount of synthesis in our production as we kept the theme of homosexuality and gay marraige running throughout the peice. We incorporated this theme into our chosen theme song, and into puns and jokes we make throughout the peice of theatre. I feel that we could have, towards the end of the peice kept the theme running more as we changed the story by qualification one of the main characters turn straight, and our teacher and fellow students did not fully understand this choice, so i feel that we could have made this mroe obvious or changed this.4. If you were not happy with aspects of your effect then what alternative approaches top executive you have pursued? Mention at least 2 aspects of your peers work that you thought was effective and why, as you consider alternatives.1) I feel that we could have used the use of stage directions more because we did not include this as much as we could have, and this part of Epic Theatre is a very important part of Brechts work as he uses it to break the fourth wall between the actors, the play and the audience.2) I feel that we also could have used either mime or mask in our theatre. Although no(prenominal) of the other groups did this, it is a very well known Brechtian technique, and would have made our peice of theatre stand out much more through the use of nboth Mime and masks.

Satire in Jane Austen’s Pride in Prejudice

Jane Austens Satirical Writing Analyzing the jeering of Social Class Within superciliousness and Prejudice Jane Austens haughtiness and Prejudice delves into the issue of why accessible stand up in a edict based solely on class should non be the just about signifi dischargeistert thing when evaluating the deserving of a idiosyncratic. Through several(prenominal) disparate literary techniques such(prenominal) as letters and abundant focalizers Austen conveys important information about key issues she has with the signifi give noticece placed on affectionate stand.The theme of class and fond rest is echoed constantly throughout Austens novel in many discretion, highlighting several aspects of the gentry that she distrusts. The aggregate of the novel focuses mainly on the distances placed surrounded by eccentric someones due to their kindly standing in a class based community. Regardless of how harmonize a person may be in any topic or capabilities, if a high sum of money is not contained within their personhood (or their estate), they argon considered menial. Jane Austen uses the companionable relationships between her fibres to satirize the richness placed on the hierarchy of class in nightclub.Austen wrote the novel in order to dress and satirize the problems that she saw in the hierarchy of class in the connection of her time. Throughout the entire novel at that place isnt a characterwhos introduced without his in move into being mentioned in the next sentence (Selznick 92). The ridiculousness of the honour placed upon money of which the center class has truly little is intelligible as Austen progresses the story and the relationships between her characters namely between Mr. Darcy and Elizabeth.The event that, in Austens time, the society revolved round the gentry whose entire report of class and power involved money makes it easier for the hearing construe gazump and Prejudice to transform why she has satirized this issue. She does this rather flawlessly throughout the novel, relying on her knowledge of the increasing adamancy of the middle class to gain favorable circumstance and power through to a greater extent than just land, money and relations. The significance of favorable standing and the desire of the characters aspire to it can be seen in different instances throughout the novel.However, there ar a few characters for which the idea of wealthiness and power mean very little, who strive to better themselves through their throw wit and magnetise, rather than through the advantages of money. Elizabeth Bennet, the protagonist of the novel, is one such character. It is punishing for her to adjust to the sense of reality in which the novel exists due to the fact that the society has been permanently established and there is very little she can do to earn the credit she deserves.Yet it is due to Elizabeths unique personality that the audience is able to understand wh y her interest for the things at Pemberley and the positive change in effect she has for Mr. Darcys character signal the dual nature of how Austen eyeshot of the personal attainment of identity and piety balanced with her begrudged acknowledgement of a limited and restrained society (Hamilton). there ar several other(a) characters that believe the grandness placed on monetary gain to be superfluous and still others that to a fault come to sop up this.It is through dickens the understanding and ignorance of these characters that it becomes sheer just how deep Austen dis bank the idea of an individual requiring affectionate power in order to be recognized as an civil individual. Austen paid especially close maintenance to economic and genial standing when it came to her characters for the express purpose of satirizing why their master copy class was not necessarily to a greater extent agreeable or perfect(a) than those in the kickoffer classes.She wrote her novels w ith the idea that the quality of humanity is to be judged by moral and human standardsnot by amicable spot except like her own temporary snobsshe pays full attention to their social status first (Copeland 121). As seen with Austens character Mr. Darcy, she concentrates fully on his attachments to his nature before she delves into who he becomes and how much better off he is when he realizes the error in his way of thinking.In assessing the weight that social standing has on the progression of the story in Pride and Prejudice, one can attain a great bit of insight into why specialised characters act the way they do throughout the novel. The infamous Bingley sisters, for instance, are so attached to the idea of material wealth that they fail to realize when their comments are un pleasant. Ms. Bingley herself, who is so attached to the idea that she is superior to Elizabeth in every(prenominal) way, cannot understand why Mr.Darcy could maybe find Elizabeth attractive in any ass ortment of manner. It is her status-hungry and conceited personality that allows the audience to see the sheer difference between her and her brother, Mr. Charles Bingley. Unlike his sisters, he is not trying to climb up the social hierarchy to gain status and power instead, he says a gentler, more levelheaded side to the gentry as he falls in love with Elizabeths older sister, Jane. It is characters with personalities and ideals like Mr.Bingleys that Austen revered and trusted above all others. Curiously enough, however, the hardheaded Mr. Darcy, who is very aware of his social standing, is the one character in the novel who goes through the most drastic personality change. though Elizabeth Bennet had the positive, clever and levelheaded personality that Austen herself may reach had when relations with the social mobility of her time, it is instead the improbable change of heart that Mr.Darcy undergoes that shows how soulfulness who is socially superior can realize the immens eness of wit, charm and beauty of those around him instead of being concerned just now with their social status. This is how Austen is able to satirize these problems so efficiently that a modern audience does not realize that she is poking fun at the societal importance of class in her time and instead sees nothing but a charming romance. Yet Austen was doing much more than composing a unsubdivided love story.The novel was pen in a transitional stop everywhere when peoples way of thinking was shifting from a romantic olfactory modality at life to a more enlightened view of living. The ideals of the eighteenth ampere-second where people saw society as organized and divinely incorporated were quickly lost to the thinkers of the more modernistic views of society in the 19th century, in which there was a significant loss of faith in any spiritualistic based society. Instead, nineteenth century thought morose towards the idea of the individual as the still path towards orde r.This new idea of placing emphasis on the self was especially important to Austen, yet she complete that the tendency of an organized and structured society was to respect a person by their material wealth, rather than who the individual really was. She was able to sign on both ideas and mold them into her ideal situation, which can be seen in the furthermost few lines of the novel when Elizabeth is at last accepted into Pemberley and its heritage. It is here that the individual remains exactly where Austen would scram it, in the center of a horse barn eighteenth-century world (Hamilton 36).Class and social standing is a very evident and important issue for Austen and she satirizes it with the utmost diligence throughout the novel development intricate, yet simplistic designs for her characters relationships. For instance, instead of being forced to get married Mr. collins for the express purpose of making a new connection on their own, Elizabeth refuses to be defendled by s ocietys standards and defies Mrs. Bennets wishes in order to stage that it is still possible for individuals to make new connections in defiance of society (Austen 395).Tony Tanner, a British literary critic, who wrote the original admission to Pride and Prejudice conveyed that Austen wrote about a society which stresses social control over individual ecstasy, formality over informality, sartorial neatness over bodily abandon, and alert consciousnesses over the more Romantic states of revery and pick up and yet it is also a society in which the individual can experience freedom as well as commitment (Austen 395).The unfathomable amount of thought that Jane Austen put into writing Pride and Prejudice show how deeply she cared for the freedom of the individual and the ability to stand proudly in a society that overlooked individual assets for material ones. Tanner also credited Austen with the ability to create a character around the primal idea of attempting to prove their indiv idual worth within a society bound entirely by the ordinance of class.He is able to demonstrate the importance Austen placed on her characters especially Elizabeth and Jane Bennet purpose themselves in a gentry-based society by drawing on William Blakes In the Marriage of Heaven and Hell. Tanner argues with Blakes ideals in mind that Austen takes two completely different aspects of life, qualification and reason, and instead of reconciling these opposite attractions, there is a mutual coming together of complementary characteristics.He puts it merely when he states that she makes it seem as if it is possible for playfulness and regulation energy and boundaries to be united in fruitful harmony, without the one being sacrificed to the other (Austen 106). This ability to take two unlike ideas and mesh them together without either losing its significance is exactly how Austen takes societys emphasis on social standing and class and reverses it into something that now benefits a character where before it could only hinder (i. e. Elizabeths transformation from a meager middle-class girlfriend, to the cyprian of Pemberley).However, not all critics deliver been kind to the way in which Austen portrays this transformational miracle of a young girl suddenly coming into great sums of money, merely by the tact and wit she shows in the way she jazzs. These critics find Austens dealing with social standing and class to be abhorrent. In fact, one such critic happens to be a famous conditioness who, in writing a letter to G. H. Lewes in 1848, stated that she disliked the novel due to its silly dealings with the common life of both the upper and the middle-class.In her writing to the British literary and theatre critic, the authoress stated that she should hardly like to live with her ladies and gentlemen, in their elegant but confined houses (Austen 368). It was, in fact, Currer Bell more widely known as Charlotte Bronte who wrote this letter, in which the dealer can clearly sense the contempt she had for Austens writing and the way she portrayed her characters. Though perhaps more of an criticism towards the way Austen wrote in general, Bronte was still very serious with her concern about the way in which Austen depicted her characters and their lives.She had, in Brontes view, no sense of the outward world either panorama or personal appearance (Mazzeno 558). It is patent that Austens portrayal of social standing, class, romance, money, trade union and many other themes throughout Pride and Prejudice were not held in high regard with Bronte. Though the majority of critical analyses both praising and condemning the way in which Austen depicts social standing in her novel deplete been done by literary thinkers, there have been other mediums through which the novel has been adapted, such that even criticism of someone as famous as Charlotte Bronte is outshined.For example, in their book Authority, democracy and depicted object Character, professors Kuzmics of the University of Graz and Axtmann of the University of Wales, when addressing the problems that both Britain and Austria have seen in relation to social class when examining the issues that arose in several literary novels and dramas of the time, state that when they first studied Pride and Prejudice, they thought it had very little to do with such issues. They believed that the fate of the Bennet sisters in rural gentry-based England just after the turn of the century revolved around such harmless matters as a ball at Netherfield (Kuzmics 223).It is unpatterned that both professors believe at least upon their first reading of it that Austens novel had very little to do with the very real problems that are satirized throughout the story. Their criticism of the novel, however, in relation to how both Austrian and side of meat society has evolved during the civilizing process is perhaps accurate without an in depth reading of Pride and Prejudice, as it seems to merely have a relaxed air of temperateness and ironic, detached art of people watching (Kuzmics 223).Conversely, after one looks by all the pleasantries that the story has to offer, one realizes that, as the professors correctly stated, it only appears to have nothing to do with issues of class. This is why the novel must be read carefully, to push past the obvious romance of the story and dig into the satiric tone in which Austen addresses such important matters. As the professors continue their seek into the heart of the novel, they revealed very important aspects of Austens writing about social class and how it is a perfect example of English society, even to this day.She delimitate so clearly how England was a face-to-face or shame society in which the opposite of social respectability is social disgrace which was to be avoided at all costs (Kuzmics 227). This meant that for those families that were unable to depend on an inheritance or their relations in or der to live comfortably in society, they could only rely upon prospective marriage partners for a comfortable life. It is because of this importance placed upon societys standards of what makes a family valuable that the social value and respectability of the potential future spouse is ascertained and made patent (Southam 113).This, in turn, makes it difficult for someone such as Elizabeth who is very accomplished in her wit and charm unable to stoop so low as to accept a marriage proposal from someone she has no tender feelings toward. The idea of marrying only for money, power or social stability is part of the reason why Elizabeth Bennet is thought of as tonic by other characters in the novel such as Mr. Collins, peeress Catherine, and at times even her own mother.Yet it is because of Elizabeths character and the audacity she is capable of showing to such renowned individuals that proves Austen meant her novel to be much more than a romantic story between two characters. Sh e wanted a stab at the problems of the gentry, to affirm her belief that basing the worth of an individual merely by their material wealth was hardly the scoop out way of assessing someones value (Wilhelm). She was able to do a fantastic job of satirizing the gentry throughout her novel by apply several different aspects of what made a renowned person so important money, connections and property.In the general notes of the Penguin Classic version of Pride and Prejudice, David Spring, author of Interpreters of Jane Austens Social World, used historian Alan Everitts coined term pseudo-gentry to recognize a group of individuals that were comprised mostly of those involved with the trade, who aspired to attain the lifestyle of the come gentry. It is because of this idea that in order to be worth something, a person must own land, that several of the characters from Austens novel seek land-based wealth, which is an obvious sign of a class intensely interested in income as means to, a nd a sign of, status (Austen 413).This shows that Austens novel is written from a point of view that sees upward mobility as a bleak, cloud hierarchy and is much more interested in the professional middle class the class which, in Pride and Prejudice is represented quite adeptly by the Gardiners. This idea of attempting to identify oneself in a strict society based on social class has taken on numerous different forms books, critical essays, movies and television series. Innumerable amounts of professional critics have delved deeply into Austens novels representation of class, manners and even the social status of women in British society.In the incredibly faithful sestet hour long A&E/BBC adaptation of the book, Sue Britwistle the plans producer wanted to include many clear illustrations of the way that class and gender are governed by proper British mannersand highlight the importance of economic status in Regency England (Selznick 92). The fact that women could only gain so cial standing through marriage is very apparent(a) through all of Austens writing, not just Pride and Prejudice. It is incredible to think that a woman was worth nothing unless she had a red-blooded inheritance, as seen with Georgiana and Mr.Wickham. He cared nothing for her abilities, her looks, her personality the only thing he desired was the hefty sum of money she would receive through inheritance. The eccentric of relationship is seen numerous times throughout the novel and only contravened when Mr. Bingley and Mr. Darcy marry the two Bennet sisters. It is, as professors Kuzmics and Axtmann so rightly called it, a marriage market. The worth of an individual could only be seen through the instance of marriage, when a persons monetary value was ascertained and brought into light.There are several different instances throughout the novel in which social standing and class are satirized, though none so much as the motif of buss. Austen placed importance upon how many and of wh at kind carriage a person owned it signaled wealth, status and power which, to Austen, was not a feasible way to judge the worth of a person. The aspect of carriages even flows into the marriage market, where the prospective bride (because the groom always seemed to be worthy regardless) is critiqued and either approved or denied.Part of this process is inquiry into how many and what kind of carriages the bride owns if any. Their chances of finding a suitable match dwindles if they do not own an acceptable carriage (Walder). This is seen when gentlewoman Catherine tracks down Elizabeth at Longbourn, wondering how her nephew could have possibly proposed to one such as her someone who walks places without the aide of a carriage to take her anywhere. One of the most noteworthy characters that Austen uses to satirize social standing in her novel is Lady Catherine de Bourgh.Austen utilizes Lady Catherine for the primary function of criticizing the noble society in which she places her character, as Lady Catherine is one of the most triumphal and overbearing personalities in the novel. Jane Austen mercilessly ridicules the hierarchal society she was raised in by using Catherine as a means to convey how great(p) figures (who were only important because of their wealth) thought themselves to be experts on almost every topic, even if they had no prior knowledge of the subject of which they were speaking on.For example, when Elizabeth visits Lady Catherine at Rosings, she is not only terribly inquisitive about how the girl had been raised, but when she asks Elizabeth if she plays the piano, Catherine admits that she herself could not. Though, as she states soon afterward, if she had practiced, there was no doubt that she would have been incredible. Ironically enough, it is due to Lady Catherines sudden visitation with Elizabeth neighboring the end of the novel that Mr. Darcy and Elizabeth are married. By telling her nephew of the interview that she had with El izabeth, Catherine allows the microbe of hope to appear in Mr.Darcy. Lady Catherines attempt at interference between her nephew and Elizabeth is ultimately the reason that the two marry not to mention that it is a means by which Austen can convey the quick personality she bequeathed upon Elizabeth to show that ones social station should not limit her, but help her to hold her own in what most people saw as polite-society. Through many instances of dark humor, cataclysm and even comedic aspects, Jane Austens Pride and Prejudice takes a critical look at the issue of social standing in society and mischievously reprimands its ideals.Austen distrusted several aspects of the society in which she lived and tried to right its wrongs by satirizing the importance that the gentry placed on social standing and class. Though this may not have worked quite as well as she would have hoped as most people view Pride and Prejudice as a mere romance story with her cut and dry, black and black- and-blue views of what a person should be judged by, Austen clearly wanted her society to realize that a person could only be considered accomplished if they truly had the talents to be not whether or not they could afford to buy their name.Works Cited Austen, Jane. Pride and Prejudice. London Penguin, 2003. Print. Copeland, Edward, and Juliet McMaster. The Cambridge Companion to Jane Austen. Cambridge Cambridge UP, 1997. Print. Hamilton, Sylvia N. Constructing Mr. Darcy Tradition, Gender, and Silent Spaces in Jane Austen. Thesis. University of Central Oklahoma, 2007. Ann Arbor, MI ProQuest, 2008. Print. Kuzmics, Helmut, and Roland Axtmann. Authority, State and National Character the Civilizing Process in Austria and England, 1700-1900. Aldershot, England Ashgate, 2007.Print. Mazzeno, Laurence W. Jane Austen Two Centuries of Criticism. Rochester, NY Camden House, 2011. Print. Selznick, Barbara J. Global telecasting Co-producing Culture. Philadelphia Temple UP, 2008. Print. Southam , B. C. Jane Austen the Critical Heritage. London Routledge, 1999. Print. Walder, Dennis. The Realist Novel. New York Routledge, 2006. Print. Wilhelm, Julia. Appropriations of Jane Austens Pride and Prejudice in Contemporary British Fiction. Thesis. Johannes Gutenberg University, 2007. Mainz, Germany Grin Verlag, 2008. Print.

Tissue Specimen

NO NAME OF TISSUE / SPECIMEN NAME OF THE organ SYSTEM LABEL SPECIMEN FUNCTION DESEASE Type of tissuesection Staining technique REFRENCE MAGNIFICATION DRAWING / SKETCH 1 Acute Lymphocyte Leukemia cardiovascular System fund Type of cancer of the line of work or oculus sinister marrow characterized by an abnormal increase of white blood cells Leukemia note Smear Hematoxylin http//swc2. hccs. du/bio/labs 451306 pixels 2 Atherosclerosis- Coronary Artery cardiovascular brass find in main arteries of essence Blockage of passage of blood into coronary thrombosis arteries Arthrosclerosis blockage of coronary artery/ MI warmth attack/ CL Giesma Http//www. enome. gov/images Size 215200 pixels 3 Cardiac Muscle Cardiovascular system Heart/ smooth muscle Contraction and relaxation of muscle for blood flow Congestive heart failure DM Wrights http//swc2. ccs. edu/bio/labs 500376 pixels 4 Cystic Duct Digestive system Liver/ gall bladder join passage of common hepiatic duct Estrahepalic Bile Duct genus Cancer (PDQ) / Gallstones CS Silver strain http//med. umich. edu/ 512512 pixels 117 kb 5 Dorsal base Ganglion- Golgi Aparatus eukaryotic cells organelle Cellular Organelle Distribution of cells chemicals products Alzheimers malady DM Silver Stained http//anatomyatlas. rg/microscopicantatomy/ 472269 pixels 6 Eosinophila Cardiovascular system relationship Causes be allergic reaction or parasitosis condition in which the eosinophil count in the peripheral blood exceeds 0. 45? 109/L air Smear Hematoxylin http//www. nurs. org. jp/igaku/s4323 200200 piels 7 Fish Blastodisc Mitosis variance productive system Egg the embryo-forming portion of an egg with discoidal partitioning Mitosis Longitudinal mess up section Giesma http//www. carolina. om/images/enUS 251250 pixels 8 Frog Early cleavage Reproductive System Frog egg During the 3 hour stuffing and pass thru the gray crescent Mitosis Representative Sagittal Section Giesma https//bio. rutgers. edu/bm-earl. ,html 215220 pixels 9 Uterus fibroid tumor Reproductive System Uterus Is a clement tumor that originates from the smooth muscle layer of uterus carcinosarcoma CS Wrights http//www. obgyn. edu. /images four hundred320 pixels 10 Goiter Section Endocrine System Enlargement of thyroid gland Regulating of body metabolism and calcium balance. Hyperthyroidism overrun of thyroid hormone LS Wrights http//pathweb. uchc. edu 432324 pixels 11 humane Blood Smear Cardiovascular System Blood Transport of nutrients and other wastes Leukemia / hemophilia Blood position Hematoxylin Http//www. aug. edu/biology/1101cspage2 30244 pixels 12 Human Aurobachs plexus nauseating system Parasimpatetic uneasy System provides motor annoyance to both layers and secretomotor innervation to the mucosa, Achalasia CS Wrights http//en. ikipedia. org/aurebachs plexus 50215 pixels 13 Human Blood Smear (Wrights) Cardiovascular System Blood Transportation of nutrients and wastes lymphoma, Blood point Wrights http//download. videohelp. com/visual/med 367192 pixels 14 Human Brain Astrocytes- Silver Stained Nervous System star-shaped glial cells in the brain and spinal heap biochemical support of endothelial cells that form the bloodbrain bulwark Neurodegeneration, Alzheimers disease, Parkinson Disease, LS Silver Stained Http//nordiqu. rg/images/IFs 170255 pixels 15 Human breast carcinoma Reproductive System malignant breast neoplasm Cancer originating from breast tissue, roughly commonly from the inner lining of milk ducts Breast Cancer LS Wrights http//www. labvision. c/images/ihcimage 175175 Pixels 16 Human Cardiac Infection Cross section Cardiovascular system Heart Decrease function of heart developing heart failure and valve dysfunction Bacterial endocarditis an infection of the heart valves or the hearts inner lining endocardium Cross section Wrights http//pathmicro. ed. sc. edu 448350 pixels 17 Human Cardiac muscle Interacted Discs C ardiovascular system Striated Smooth Muscle Intercalated discs (IDs) are complex adhering structures which connect single cardiac myocytes Arrhythmogenic Right Ventricular Cardiomyopathy, ARVC CS DM http//www. 1cro. com/Discovery/cardiacmus. gif 308153 pixels

Inductively Coupled Plasma †Atomic Emission Spectroscopy Essay

The aim of this practical was to use an ICP-OES to perform a multi-elemental analysis of contrary types of tea. The elements that were analysed in the tea were copper, iron, manganese and magnesium.The ingest is introduced into the blood plasma as an aerosol. Argon gas flows through three concentric quartz glass tubes in the plasma torch. This argon gas transports the specimen from the nebulizer, acts as a cooling gas and is alike a source of electrons and ions for the plasma 1. A magnetic field is created around the plasma torch. The ionisation process is started by the ignition of the argon gas from a spark produced by a tesla coil 1. During this process the plasma reaches a very high temperature and the sample is atomised.The atoms are then excited to a higher state. Since this is an emission analysis, the analysis is performed as the atoms emit susceptibility and return to a lower energy state or their ground state. A spectrometer or monochromator is apply to select t he wavelength that is being analysed. The multi-element detector then gives us a readout that piece of tail be understand for each element that is analysed Explain the benefits and limitations of plasma everyplace a conventional flame used for FES with photometry and AAS. The benefits of using plasma are that the chemical interferences are decreased due to the high temperatures that the plasma reaches and refractory elements can also undergo excitation.There are also many wavelength for different that can be chosen for analysis so you dont have two elements that have wavelengths that are end to each otherwise as this would interfere with the analysis. A limitation is that spectral overlap can occur and the proviso of the samples is a very huge process compared to that of the flame spectrometryDataShow the calculations for you multi-element warning.Instrument Perkin Elmer OES (optima 5300 DV)The preparation of multi-element banal snow0ppm outcomes of (Cu), (Fe),(Mg) and (M n ) were given. A working standard solution containing the entire quaternion elements was prepared in the following way 1 ml, 10 ml and 5 ml of Fe, Mg, and Mn were respectively added in one 100 ml volumetric flask. A solution of Cu was prepared one by one (intermediate solution) by placing 1 ml of the metreppm Cu solution in a 100 ml volumetric flask and made up to the fit with distilled water, the resulting submersion was 10ppm. The formula that was used to calculate the volume of the 1000ppm Cu solution needed to prepare 10ppm solution in a 100 ml volumetric flask is C1V1 = C2V2 equation 1Where C1 is the sign concentrationC2 is the lowest concentrationV1 is the volume of the initial concentrationV2 is the total volume of the initial concentration and the solvent The volume of the barium required was calculated as followsC1V1 = C2V21000ppm x V1 = 1ppm x 100mlV1 = 10 ppm x 100 ml1000 ppm= 1 mlThen 1 ml of the 10 ppm Cu solution was placed in the 100 ml volumetric flask that contained the other three elements, and made up to the mark with distilled water, this was the working standard solution. Using equation 1 it is found that the concentrations of the elements in the working standard solution are as follows.Explain why the type of sample preparation carried out was necessary. The Acid digestion was suitable because a apprehend transfer of analyte into the solution in order for the determination step to be introduced in liquid form is highly desirable and this method completely transfers the analyte into solution. This thusly means that the digested sample is a complete solution of the analyte and has a complete decomposition of the matrix however with minimal loss or polluted of the analyte Explain what matrix matching is and what problems may arise if this is not carried out.intercellular substance matching involves preparing solutions in which the major chemical compositions of the standards, blanks and samples are made resembling thereby cance lling out the effect of the sample matrix on the analysis results. While matrix matching involves matching the solvents, it also involves matching the concentrations of acids and other major solutes. In case where the standard and sample matrices are preferably different or cannot be matched and interference occurs as a result, congenital standards can be used.Comment on the correlation coefficient coefficient coefficient of your calibration graphs. The correlation coefficient measures the strength in the running(a) relationship between two variables. A correlation coefficient of 1 would mean a very strong bilinear relationship between two variables, which means the points form a thoroughgoing(a) straight line. The correlation coefficients for the calibration graphs were very good. The calibration graphs for copper, iron, magnesium, and manganese gave correlation coefficients of 0.991539, 0.991005, 0.999874, and 0.999952 respectively. This shows that the samples were prepared v ery well and that there is a strong linear relationship between the emission and theconcentrations of the elements. Compare the different elements in the different types of tea. Which tea would you recommend and why? The tea that seems to be most inborn for human consumption is the green tea owing to the high sate of each and every element present in it. It has high concentration of manganese which is a vital substance in the body as it is an enzyme activator it keeps bones strong and healthy, and also maintains the health of our nerves. References1. Dr L Pillay, Chem 340, Instrumental Analysis, ICP-OES notes 2. http// www.whfoods.com/genpage.php?tname=nutrint& dbod=77(accessed 16/04/2013) 3. http//www.chemplex.com/petrochemical/multielementMetal.aspx(accessed 16/04/2013)

John Locke on Property Essay

Natural reason suggests that human beings invite the right to come to themselves the mo custodyt they be born. An single git utilize everything that he sees near him to preserve himself. He can drink if he is thirsty he can eat if he is hungry. reputation, which God gave to the world, is the single(a)s lineage of materials for his preservation. Locke emphasized that the world was tending(p) to the whole humanity by God. This, for Locke, is zero point but putting green knowledge (Locke 11). Locke questions how an case-by-case can actually profess a thing.He finds it rough to understand why, when God has given the hide to His children, men would search for things on earth and label it as their witness. Since it is difficult to find a part of the Earth which an individual can give and call it his office, thus the wholly easy federal agency to net this dilemma is to have the world owned by a general monarch. This, past, would plainly be possible upon the belief that Adam owns the world because deity gave it to him. As Adam has the world, it also intend that his heirs own the world, too (Locke 11).Since this understandably is not the case in todays world and in todays society, Locke promises that he leave explain how an individual necessitate a part of what God has given human race, and that, with no single verbalize compact of all people (Locke 11). As God has given manhood a whole world, it also means that along with this, He has given serviceman a reason to use this world to their convenience and trump advantage. The world are has everything that a man needs to survive. It has air, water, food and shelter.It contains that things that an individual needs to live a comfortable life. Whatever is found in this world all help in supporting the life of an individual (Locke 13). Although the food found on earth, including the animals or the predators that feed on them, are all qualified as properties of mankind (since record produces a ll them), the circumstance al atomic number 53 that they are included as part of the earth means that even the predators are necessary for the survival of mankind even when these wights suffering the quality of living of an individual.There will always be a way for a man to know how a harmful beast whitethorn help him. Whatever way this is, he has yet to estimate out, but the fact re main(prenominal)s that a harmful beast is and then beneficial since it is a part of the world that God gave him (Locke 14). For Locke, the meat and the harvest-feast which an individual feeds on are both considered occupants of the earth. No otherwise individual will have the right to own that particular meat or particular fruit before it can support his life. No integrity has a right to something if the benefits are yet undiscovered (Ishay 116).The earth is indeed common to all the people living in it to all its occupants. and so again, each individual has a plaza of his own. He is the sca rce mortal who can practice his rights on that certain thing since he is the only soulfulness owning it. His hands do the working. His body does the forceing. Because of all these, whatever he produces rightfully becomes his property. Whatever thing nature has provided, which he, in turn, takes off from the put in, becomes his property, as soon as he mixes his moil with it.Whatever it is that he takes away(predicate) from the state which was placed there because of nature eliminates the right of other men, as long as he was able to own it through his hardships and labor (Ishay 116). Labor is indeed an important factor in this case, since labor is something that mankind cannot question. Labor is the unquestionable property of the man who is laboring. The man laboring is the only man who has the right to his products (Ishay 116). Whoever is being supported and benefited by the fruits of his labor has unquestionably appropriated these fruits for him.The question of Locke now, i s when exactly did this fruit became his own? If, for example, an individual harvests the apple that came from the channelize he himself planted, when exactly did he own the apple? Was it from the time when he digested the apple, since it is believed that as he is nourished by the fruit of his labor, he can start calling this his own? Or was it from the time when he picked the apples from the steer (Ishay 117)? What marks the difference between the common man and himself is labor. Labor defines what nature cannot.If an individual makes use of what nature has given him, and he, in turn, starts to benefit from it, then he owns the fruit. The man is able to own things as he extends what a nature can do to support his life. Here is where the concept of private right comes in (Ishay 118). Another dilemma is realized from this perspective, since will one not have a right to that apple which he appropriated for himself if mankind did not allow him to? Does he need the consent of other m en to make the apple his property?Would this be considered robbery, since whatever is found on this earth is a property of all men (Boaz 123)? Then again, potty Locke argued that consent from other men is not even necessary in the first place. If an individual always waits for a go-signal from other men so that he can start owning and eating an apple, then he will end up being starved. What is common in mankind, or common in commoners, is the act of taking something away from this world to make it his property. Nature leaves something in the state, and commoners remove it out from there.As an individual removes it from the state, it starts to be his property. Without such property, then the individual will be of no use to the world. winning something which an individual may consider his property is not dependent on whether or not commoners will allow him to (Boaz 123). The grass is in the lands to be eaten by a horse. A servant sees a turf which he may cut. All people can see ore s, and all of them have right to the meat. An individual can do everything that he can, and thus evince acts of labor, to produce something that can benefit him.As a product of his labor, his reckon is to own it as its property. He does not need to consult other men more so, need their consent. The moment an individual removes something from the state is already a manifestation of a labor being enacted. There is a struggle, a difficulty, and an action taking place as an individual takes something away from the state. From this point exactly, an individual owns a thing (Boaz 123). John Lockes main argument when he said that property is prior to the political state he was referring to the law of reason.This law is what makes the cervid a proper of an Indian, only if this Indian went his way into killing the deer. Once he exerted effort and enacted labor into killing the deer, then he has every right to eat the deer. The deer used to be a property of the world, and of everyone. Killi ng it is also a right of every person. Then again, whoever has the reason to go first and tote up his energy, labor and power to kill the deer, is the same person who owns the meat. Reason is what defines a persons property, according to John Locke.Whatever it is that is found in this earth is a property of everyone, and everyone has the right to owning it. Then, again, labor, when fueled with reason, is what makes and what allows a person to own something and start calling it his property (Boaz 124). For John Locke, it is effortless to pile and think how labor can start and prescribe a persons property, considering the fact and the supposed challenge that may be face up since this property used to be a property of all mankind, and this property of mankind is coming from nature the nature itself being an entity that belongs to everyone.The limits of a property are defined by how we spend it. For John Locke, arguments and conflicts regarding property and owndership may be elimi nated if we see things his way (Boaz 125). Through John Lockes view in property, he suggests that convenience and right go along together. He has his right which is his reason enough to employ his labor on a property common to mankind. Once he goes through challenges to own it to his convenience, then there should be no room left for conflict and quarrel.Whoever went his way to experience challenges just to reap what he saw, has every right to own the fruits of his labor (Boaz 126). Works Cited Boaz, David. The Libertarian Reader Classic and Contemporary Readings from Lao-tzu to Milton Friedman. Free Press, 1998. Ishay, Micheline. The adult male Rights Reader Major Political Essays, Speeches, and Documents from Ancient Times to the Present. CRC Press, 2007. Locke, John. Two Treatises of Government. Kessinger Publishing, 2004.

EMI and the CT Scanner Essay

In ahead of m 1972 on that point was beneficialish dis symmetricalness among top concern at EMI Ltd, the UKbased music, electronics, and leisure smart set. The subject of the contr solely oversy was the CT digital electronic image scanner, a unfermented medical exam exam examination symptomatic visualize twist that had been upriseed by the conferences Central Research science lab (CRL). At turn out was the decision to inject this refreshing origin, thereby de ex boutly a diversification move that m whatever matte up was necessary if the union was to expect to prosper.Complicating the problem was the fact that this revolutionary immature merchandise would non solely take EMI into the fast-changing and highly competitive medical equipment business, but would to a fault require the go with to express operations in North America, a tradeplace in which it had no prior experience. In March 1972 EMIs board was considering an investment proffer for 6 un itary thousand bingle thousand thousand to manikin CT scanner manufacturing facilities in the linked Kingdom.Development of the CT Scanner familiarity background and historyEMI Ltd traces its origins back to 1898, when the Gramoph one Company was founded to import records and gramophones from the United States. It soon completed its knowledge manufacturing and recording capabilities, and after a 1931 fusion with its study(ip) rival, the Columbia Gramophone Company, emerged as the Electric and Musical Industries, Ltd. EMI Ltd pronto earned a reputation as an aggressive proficient innovator, under coached the automatic record changer, stereophonic records, magnetic recording tape, and the pioneer mercenary televisual sensation system adopted by the BBC in 1937.Beginning in 1939, EMIs R&D capabilities were re rateed by the war ride toward the k at bearledge of fuses, airborne radar, and former(prenominal)(a) sophisticatedelectronic devices. The union emerged from the war with an electronics business, to a greater ex decenniumt much than non ge ared to defenserelated convergences, as well as its traditional enclosetainment businesses. The alteration to peace epoch was specially nasty for the electronics division, and its poor performance led to attempts to pursue upstart industrial and consumer applications. EMI did any(prenominal) exciting pioneering work, and for a spot held hopes of being Britains leading computer social club. Market leadership in major electronics applications remained elusive, however, while the music business boomed. The 1955 acquisition of Capitol Records in the United States, and the subsequent mastery of the Beatles and other recording groups under contract to EMI, put the company in a very strong monetary position as it entered the 1970s. In 1970 the company had earned 21 million forward tax on gross r up to nowue of 215 million, and although extraordinary losses halvedthose profits in 1971, the compa ny was optimistic for a return to previous profit levels in 1972 (see exhibits 10.1 to 10.3 for EMIs financial performance). Around that time, a change in top oversight signaled a change in corporate scheme. behind Read, an accountant by raising and previously gross gross gross gross revenue director for Ford of Great Britain, was ap decimal pointed header executive officer after scarce four yrs in the company. Read recognised the risky, even fickle, nature of the music business, which accounted for ii-thirds of EMIs gross revenue and profits. In an effort to change the companys strategical balance, he began to divert close to of its up rest cash flow into numerous acquisitions and subjective victimisations. To encourage ingrained innovation, Read established a research memory board that was to be use to finance innovative developments out-of-door the companys immediate interests. Among the scratch depicts financed was one proposed by Godfrey Hounsfield, a r esearch scientist in EMIs Central Research Laboratories (CRL). Hounsfields proposal opened up an chance for the company to diversify in the fast-growing medical electronics field. ct scanning the conceptIn simple terms, Hounsfields research proposal was to study the possibility of creating a troikadimensional cast of an object by taking multiple roentgenogram measurements of the object from different angles, then(prenominal) using a computer to reconstruct a picture from the entropy contained in hundreds of overlapping andintersecting roentgenogram slices. The concept became cognize as computerized imagery (CT).Although computerized tomography be a conceptual break by dint of, the technologies it harnessed were quite well known and unders likewised. Essentially, it linked roentgen ray, data dish outing, and cathode ray allow demonstrate technologies in a complex and precise manner. The real development quarrel consisted of integrating the mechanical, electronic, an d radiographic components into an accurate, reliable, and sensitive system. Figure 10.1 peculiarityures a schematic representation of the EMI scanner, illustrating the linkage of the three technologies, as well as the closinguring handling tabular array and X-ray gantry.Progress was rapid, and clinical trials of the CT scanner were under way by late 1970. To capture the image of multiple slices of the brain, the scanner went through a translate-rotate sequence, as exemplifyd in figure 10.2. The X-ray ancestor and sensing element, located on oppo settle sides of the patients head, were mounted on a gantry. aft(prenominal) to each one scan, or translation, had generated an X-ray image comprising 160 data points, the gantry would rotate 1 and another scan would be do.This procedure would pr pillow slip through 180 translations and rotations, storing a center of al roughly 30,000 data points. Since the notice intensity of an X-ray varies with the material through which it passes, the data could be theorise by the computer into a threedimensional image of the object that distinguished bone, tissue, water, fat, and so on. At about the time of the CT clinical trials, keister Powell, at once managing director of Texas Instruments English accessory, joined EMI as skillful director. He soon became convinced that the poor profit cogency of the nonmilitary electronics business was repayable to the diffusion of the companys 2, euchre-person R&D readiness over too many diverse small-volume lines. In his words, EMI was devoted to too many products and dedicated to too few. Because the CT scanner project strengthened on the companys substantial and well-established electronics capability, Powell believed it gave EMI an important opportunity to enter an exciting mod field. He felt that this was exactly the type of effort in which the company should be active to invest several(prenominal) millionpounds.Diagnostic Imaging IndustryDuring the first half of the twentieth century, diagnostic information about internal organs and functions was provided al some exclusively by starchy X-ray examination, but in the 1960shostemostel.comand 1970s, several new imaging techniques emerged. When the CT scanner was announced, three other important technologies existed X-ray, atomic, and ultrasound. EMI management believed its CT scanner would displace live diagnostic imaging equipment in only a few applications, specifically head and brain imaging. roentgenogramIn 1895 Wilhelm Roentgen discovered that rays generated by a cathode ray tube could penetrate solid objects and create an image on film. Over the following(a) 40 to 50 years, X-ray equipment was installed in almost every healthcare facility in the world. patronage its several limitations (primarily due to the fact that compass point was obscured when three-dimensional features were superimposed on a two-dimensional image), X-rays were universally used. In 1966 a Surgeon Generals rep ort estimated that between tercet and one-half of all crucial medical decisions in the United States depended on interpretation of X-ray films. That country alone had frequently than than 80,000 X-ray readinesss in operation, performing almost one hundred fifty million procedures in 1970. The X-ray commercialise was dominated by phoebe bird major global companies. Siemens of tungsten Germany was estimated to deplete 22 share of the world market, N.V. Philips of the Netherlands had 18 partage, and Compagnie Generale de Radiologie (CGE), subsidiary of the cut giant Thomson Brandt, held 16 portion. Although General Electric had an estimated 30 percent of the self-aggrandising US market, its weak position a blanket(a) gave it only 15 percent of the world market. The fifth tumidst company was Picker, with 20 percent of the US market, but less than 12 percent ecumenical.The size of the US market for X-ray equipment was estimated at $350 millionin 1972, with an additional $350 million in X-ray supplies. The United States was thought to represent 35 40% of the world market. Despite the maturity of the product, the X-ray market was growing by almost 10% y weely in dollar terms during the premature 1970s.A conventional X-ray system represented a major capital spending for a infirmary, with the average system equaling more than $100,000 in 1973.In the mid-1960s a nuclear diagnostic imaging procedure was developed. Radioisotopes with a scant(p) radioactive life were projected into the be, detected and monitored on a screen, then recorded on film or stored on a tape. nonetheless in an early stage of development, this technology was used to complement or, in some instances, replace a conventional X-ray diagnosis. Both unchanging and dynamic images could be obtained.Following the pioneering development of this field by thermonuclear-Chicago, which interchange the first nuclear gamma camera in 1962, several other small competitors had entered the fi eld, notably Ohio Nuclear. By the late 1960s larger companies such as Picker were getting involved, and in 1971 GEs aesculapian Systems Division announced plans to enter the nuclear medicine field. As new competitors, large and small, entered the market, ambition became more aggressive. The average nuclear camera and data processing system change for about $75,000. By 1973, shipments of nuclear imaging equipment into the US market were estimated to be over $50 million.Ultrasound had been used in medical diagnosis since the 1950s, and the technology advanced significantly in the early 1970s, permitting reform-defined images. The technique involves transmitting sonic waves and picking up the echoes, which when reborn to electric energycould create images. Air and bone often provide an acoustic barrier, limiting the use of this technique. But because the patient was not subjectto radiation, it was astray used as a diagnostic tool in obstetrics and gynecology.In 1973 the ultraso und market was very small, and only a few small companies were inform in the field. Picker, however, was rumored to be doing research in the area. The cost of the equipment was expected to be less than half that of a nuclear camera and support system, and perhaps a third to a pull out that of an X-ray machine.Because of its size, sophistication, progressiveness, and access to funds, the US medical market clear represented the major opportunity for a new device such as the CT scanner. EMI management was uncertain about the sales potential for their new product, however. As of 1972, there were around 7,000 hospitals in the United States, ranging from tiny rural hospitals with fewer than 10 beds to giant teaching institutions with 1,000 beds or more (see table 10.1).Since the price of the EMI Scanner was expected to be around $400,000, only the largest and financially strongest short-term institutions would be able to afford one. But the company was encourage by the enthusiasm of the physicians who had seen and worked with the scanner. In the opinion of one leading American neurologist, at least 170 machines would be required by major US hospitals. Indeed, he speculated, the time might come when a neurologist would feel ethically compelled to order a CT scan before making a diagnosis. During the 1960s the radiology departments in many hospitals were recognized as important money-making operations. Increasingly, radiologists were able to commission equipment manufacturers to build specially conceptional (often esoteric) X-ray systems and applications. As their budgets expanded, the size of the US X-ray market grew from $50 million in 1958 to $350 million in 1972.Of the 15,000 radiologists in the United States, 60 percent were primarily based in offices and 40 percent in hospitals. Little penetration of private clinics was foreseen for the CT scanner. Apart from these broad statistics,EMI had bittie ability to forecast the potential of the US market for sc anners.EMIs enthronement Decisionconflicting management viewsBy late 1971 it was clear that the clinical trials were successful and EMI management had to decide whether to exploit the investment required to develop the CT scanner business. One group of ranking(prenominal) coachs felt that direct EMI participation was undesirable for three actors. First, EMI lacked medical product experience. In the early 1970s EMI offered only two very small medical products, a patient-monitoring device and an infrared thermography device, which together represented less than 0.5 percent of the companys sales. Second, they argued that the manufacturing process would be quite different from EMIs experience. well-nigh of its electronics work had been in the job shop mode required in producing small outlets of highly specialized defense products on undetermined government contracts. In scanner employment, most of the components were bribed from subcontractors and had to be integrated into a functioning system.Finally, many believed that without a working knowledge of the North American market, where most of the enquire for scanners was expected to be, EMI might find it very backbreaking to build an effective operation from scratch.Among the strongest opponents of EMIs self-development of this new business was one of the scanners earliest sponsors, Dr Broadway, head of the Central Research Laboratory. He emphasised that EMIs potential competitors in the field had considerably greater technological capabilities and resources. As the major proponent, John Powell needed convincing market information to counter the critics. In early 1972 he asked some of the senior managers how many scanners they thought the company would sell in its first 12 months. Their first estimate was five. Powell told them to think once again. They came back with a figure of 12, and were again sent back to reconsider. Finally, with an estimate of 50, Powell felt he could go to squash racquet f or the 6 millioninvestment, since at this sales level he could project handsome profits from year one. He then prepared an course that aloneified the scanners fit with EMIs overall objectives, and draw a basic strategy for the business.Powell argued that self-development of the CT scanner represented just the sort of vehicle EMI had been quest to provide some focus to its development effort. By definition, diversification away from existing product-market areas would move the company into sanely unfamiliar territory, but he firmly believed that the financial and strategic payoffs would be huge. The product offered access to global markets and an introduction into the lucrative medical equipment field. He felt the companys objective should be to achieve a substantial share of the world medical electronics business not only in diagnostic imaging, but unnecessaryively through the extension of its technologies into computerized patient planning and radiation therapy.Powell claim ed that the expertness developed by Hounsfield and his team, duplicated with resistance from patents, would give EMI three or four years, and maybe many more, to establish a solid market position. He argued that investments should be made quick and boldly to maximize the market share of the EMI scanner before competitors entered. former(a) options, such as licensing, would impede the development of the scanner. If the licensees were the major Xray equipment suppliers, they might not promote the scanner aggressively since it would cannibalize their sales of X-ray equipment and consumables. littler companies would lack EMIs sense of commitment and urgency. Besides, licensing would not provide EMI with the major strategic diversification it was seeking. It would be, in Powells words, selling our birthright.the proposed strategyBecause the CT scanner corporate a complex integration of some technologies in which EMI had only limited expertise, Powell proposed that the manufacturing strategy should rely heavily on out of doors sources of those components rather than trying to develop the expertise internally. This approach would not only minimize risk, but would to a fault make it thinkable to implement a manufacturing program rapidly.He proposed the concept of growth various centers of honesty twain inside and outside the company, making each creditworthy for the proceed high select of the subsystem it manufactured. For poser, within the EMI UK presidency a unit called SE Labs, which manufactured instruments and displays, would require the center of excellence for the scanners viewing console and display mark. Pantak, an EMI unit with a capability in X-ray tube assembly, would decease the center of excellence for the X-ray generation and detection subsystem. An outside trafficker with which the company had worked in developing the scanner would be the center of excellence for data processing. Finally, a pertly created division would be responsib le for arrange these subsystem manufacturers, integrating the various components, and assembling the final examination scanner at a company facility in the town of Hayes, not far from the CRL site.Powell emphasized that the low initial investment was possible because most of the components and subsystems were buyd from contractors and vendors. Even internal centers of excellence such as SE Labs and Pantak assembled their subsystems from purchased components. Overall, outside vendors accounted for 7580 percent of the scanners manufacturing cost. Although Powell felt his arrangement greatly minify EMIs risk, the 6hostemostel.commillion investment was a substantial one for the company, representing about half the funds available for capital investment over the coming year. (See exhibit 10.2 for a balance sheet and exhibit 10.3 for a projected funds flow.)The technology strategy was to keep CRL as the companys center of excellence for design and software expertise, and to use the su bstantial profits Powell was projecting from even the earliest sales to detect technological leadership position. Powell would personally head up a team to develop a marketing strategy. Clearly, the United States had to be the main focus of EMIs marketing legal action. Its neuroradiologists were regarded as world leaders and tended to welcome technological innovation. Furthermore, itsinstitutions were more commercial in their outlook than those in other countries and tended to have more available funds. Powell planned to set up a US sales subsidiary as soon as possible, recruiting sales and religious service violence familiar with the North American healthcare market. Given the interest shown to realize in the EMI scanner, he did not think there would be some(prenominal) difficulty in gaining the solicitude and interest of the medical community. Getting the $400,000 orders, however, would be more of a challenge. In simple terms, Powells sales strategy was to get machines int o a few reputable reference hospitals, then build from that base.the decisionIn March 1972 EMIs chief executive, John Read, considered Powells proposal in preparation for a board confluence. Was this the diversification opportunity he had been hoping for? What were the risks? Could they be managed? How? If he decided to back the proposal, what kind of an writ of execution program would be necessary to ensure its eventual success? lineament BThe year 1977 looked like it would be a very good one for EMI medical exam Inc., a North American subsidiary of EMI Ltd. EMIs CT scanner had met with enormous success in the American market. In the three years since the scanners introduction, EMI medical electronics sales had gravid to 42 million. Although this represented only 6 percent of total sales, this new business contributed pretax profits of 12.5 million, almost 20 percent of the corporate total (exhibit 10.4). EMI Medical Inc. was thought to be responsible for about 80 percent of to tal scanner volume. And with an order backlog of more than 300 units, the future tense seemed rosy. Despite this formidable success, senior management in twain the subsidiary and the parent company were concerned about several developments. First, this fast- crop field had attracted more than a dozen new entrants in the past two years, and technological advances were occurring rapidly. At the comparable time, the growing political debate over hospital cost containment often focused on $500,000 CT scanners as an example of questionable hospital spending. Finally, EMI was root system to feel some internal organizational strains.Entry Decisionproduct launchFollowing months of debate among EMIs top management, the decision to go ahead with the EMI Scanner project was cognizant when John Read, the company CEO, gave his support to Dr Powells proposal. In April 1972 a formal press announcement was greeted by a rejoinder that could only be described as overwhelming. EMI was flooded with inquiries from the medical andfinancial communities, and from most of the large diagnostic imaging companies wanting to license the technology, enter into joint ventures, or at least distribute the product. The response was that the company had decided to enter the business this instant itself. Immediately action was implemented to put Dr Powells manufacturing strategy into operation. Manufacturing facilities were developed and render contracts drawn up with the objective of beginning shipments within 12 months.In may, Godfrey Hounsfield, the brilliant EMI scientist who had developed the scanner, was dispatched to the US attach to by a leading English neurologist. The American specialists with whom they spoke substantiate that the scanner had great medical importance. Interest was running high in the medical community.In declination, EMI mounted a display at the annual meeting of the Radiological Society of North America (RSNA). The exhibit was the highlight of the show, and boosted managements confidence to establish a US sales company to penetrate the American medical market. us market entryIn June 1973, with an impressive pile of sales leads and inquiries, a small sales office was established in Reston, Virginia, home of the newly appointed US sales branch manager, Mr Gus Pyber. Earlier that month the first North American head scanner had been installed at the prestigious Mayo Clinic, with a s machine promised to the Massachusetts General Hospital for trials. Interest was high, and the new sales force had little difficulty getting into the offices of leading radiologists and neurologists.By the end of the year, however, Mr Pyber had been fired in a dispute over appropriate disbursement levels, and James Gallagher, a former marketing manager with a major drug company, was hire to replace him. One of Gallaghers first step was to convince the company that the Chicago area was a far better location for the US office. It allowed better servicing o f a discipline market, was a major center for medical electronics companies, and had more convenient linkages with capital of the United Kingdom. This last point was important since all major strategic and policy decisions were being made directly by Dr Powell in London.During 1974, Gallagher concentrated on recruiting and developing his three-man sales force and two-man service organization. The cost of advanceing each salesman on the road was estimated at $50,000, while a servicemans salary and expenses at that time were around $35,000 per year. The output signal rate for the scanner was running at a rate of only three or four machines a month, and Gallagher turn uprb little point in developing a huge sales force to sell a product for which supply was limited, and interest manifestly boundless. In this sellers market the company developed some policies that were new to the patience. Most notably, they required that the customer deposit one-third of the purchase price with the order to guarantee a place in the mathematical product schedule. Sales leads and enquiries were followed up when the sales force could get to them, and the general emplacement of the company seemed to have somewhat of a take it or cede it tone. It was in this period that EMI developed a reputation for arrogance in some parts of the medical profession. Nonetheless, by June 1974 the company had delivered 35 scanners at $390,000 each, and had another 60 orders in hand.Developing Challengescompetitive challengeToward the end of 1974, the first competitive scanners were announced. Unlike the EMI scanner, the new machines were designed to scan the consistence rather than the head. The Acta-Scanner had been developed at Georgetown Universitys Medical meaning and was manufactured by a small Maryland company called digital tuition SciencesCorporation (DISCO). Technologically, it offered little advance over the EMI scanner moreover for one important feature. Its gantry design woul d accommodate a physical structure rather than a head. tour specifications on scan time and image composition were identical to those of the EMI scanner, the $298,000 price tag gave the Acta-Scanner a big advantage, particularly with smaller hospitals and private practitioners.The DeltaScan offered by Ohio Nuclear (ON) represented an even more formidable challenge. This head and bole scanner had 256 256 pixels compared with EMIs 160 160, and promised a 21/2-minute scan rather than the 41/2-minute scan time offered by EMI. ON offered these superior features on a unit priced $5,000 below the EMI scanner at $385,000. Many managers at EMI were surprised by the speed with which these products had appeared, moreover two years after the EMI scanner was exhibited at the RSNA meeting in Chicago, and 18 months after the first machine was installed in the Mayo Clinic. The source of the challenge was also interesting. DISCO was a tiny private company, and ON contributed about 20 percent o f its parent Technicares 1974 sales of $50 million.To some, the biggest surprise was how closely these competitive machines resembled EMIs own scanner. The complex seawall of patents had not provided a very enduring defense. ON tackled the issue directly in its 1975 annual report. After announcing that $882,200 had been spent in Technicares R&D Center to develop DeltaScan, the report stated Patents have not played a significant role in the development of Ohio Nuclears product line, and it is not believed that the validity or invalidity of any patents known to exist is material to its current market position. However, the technologies on which its products are based are sufficiently complex and application of patent faithfulness sufficiently indefinite that this belief is not free from all doubt.The challenge represented by these new competitive products caused EMI to speed up the announcement of the body scanner Dr Hounsfield had been working on. The new CT 5000 model incorporated a second-generation technology in which multiple beams of radiation were shot at multiple detectors, ratherthan the whiz pencil beam and the single detector of the genuine scanner (see exhibit 10.5). This technique allowed the gantry to rotate 10 rather than l after each translation, cutting scan time from 41/2 minutes to 20 seconds. In addition, the multiple-beam emission also permitted a finer image resolution by increasing the number of pixels from 160 160 to 320 320. Priced over $500,000, the CT 5000 received a standing ovation when Hounsfield demonstrated it at the radiological meetings held in Bermuda in May 1975.Despite EMIs re holdion of its leadership position, aggressive competitive activity continued. In March 1975, Pfizer Inc., the $1.5 one million million drug giant, announced it had acquired the manufacturing and marketing rights for the Acta-Scanner.EMI was then operate at an annual production rate of 150 units, and ON had announced plans to double expertness to 12 units per month by early 1976. Pfizers capacity plans were unknown. The most dramatic competitive revelation came at the annual RSNA meeting in December 1975, when six new competitors displayed CT scanners. Although none of the newcomers offered immediate pitch, all were booking orders with pitching dates up to 12months out on the basis of their spec sheets and prototype or model equipment exhibits.Some of the new entrants (Syntex, Artronix, and Neuroscan) were smaller companies, but others (General Electric, Picker, and Varian) were major medical electronics competitors. mayhap most impressive was the General Electric CT/T scanner, which took the sister technology into its third generation (see exhibit 10.6). By using a 30-wide pulsed fan X-ray beam, the GE scanner could avoid the time-consuming translate-rotate sequence of the firstand second-generation scanners. A single continuous 360 sweep could be accurate in 4.8 seconds, and the resulting image was reconstructed by the computer in a 320 320 pixel matrix on a cathode ray tube.The unit was priced at $615,000. Clinical trials were scheduled for January, and shipment of production units was being quoted for mid-1976. The arrival of GE on the horizon signaled the beginning of a new competitive game. With a 300-person sales force and a service network of 1,200, GE clear had marketing muscle. They had reputedly spent $15 million developing their third-generation scanner, and were keep to spend at a rate of $5 million annually to keep ahead technologically. During 1975, one industry source estimated, about 150 new scanners were installed in the US, and more than twice as many orders entered. (Orders were firm, since most were secured with hefty front-end deposits.) Overall, orders were split fairly evenly between brain and body scanners. EMI was thought to have accounted for more than 50 percent of orders taken in 1975, ON for almost 30 percent.Market size and growth dead-on(prenominal) assessment s of market size, growth rate, and competitors shares were difficult to obtain. The following represents a sample of the wide varying forecasts made in late 1975 Wall Street was clearly enamored with the industry prospects (Technicares stock price rose from 5 to 22 in six months) and analysts were predicting an annual market potential of $500 million to $1 billion by 1980. Frost and Sullivan, however, saw a US market of only $120 million by 1980, with ten years of cumulative sales only reaching $1 billion by 1984 (2,500units at $400,000). Some leading radiologists suggested that CT scanners could be modular equipment in all short-term hospitals with 200 beds or more by 1985. Technicares chairperson, Mr R. T. Grimm, forecast a universal market of over $700 million by 1980, of which $400 million would be in the US. Despite the adept limitations of its first-generation product, Pfizer said it expected to sell more than 1,500 units of its Acta-Scanner over the next five years. With in EMI, market forecasts had changed considerably. By late 1975, the estimate of the US market had been boosted to 350 units a year, of which EMI hoped to retain a 50 percent share. Management was sapiently aware of the difficulty of forecasting in such a irritated environment, however. global expansionNew competitors also challenged EMIs positions in markets outside the US. Siemens, the $7 billion West German company, became ONs international distributor. The distribution agreement appeared to be one of short-term convenience for both parties, since Siemens acknowledged that it was developing its own CT scanner. Philips, too, had announced its intention to enter the field.Internationally, EMI had maintained its basic strategy of going direct to the national market rather than working through local anesthetic partners or distributors. Although all European sales had originally been grappled out of the UK office, it quickly became evident that local servicing staffs were required in most countries. Soon separate subsidiaries were established in most continental European countries, typically with a couple of salesmen, and three or fourservicemen. Elsewhere in the world, salesmen were often machine-accessible to EMIs existing music organization in that country (e.g., in South Africa, Australia, and Latin America). In Japan, however, EMI signed a distribution agreement with Toshiba which, in October 1975, submitted the largest single order to date a request for 33 scanners.EMI in 1976 Strategy and Challengesemis situation in 1976By 1976 the CT scanner business was evolving rapidly, but, as the results indicated, EMI had done extremely well financially (exhibit 10.5). In reviewing developments since the US market entry, the following was clear While smaller competitors had challenged EMI somewhat earlier than might have been expected, none of the big diagnostic imaging companies had brought its scanner to market, even four years after the original EMI scanner a nnouncement. While technology was evolving rapidly, the expertise of Hounsfield and his CRL group, and the aggressive reinvestment of much of the early profits in R&D, gave EMI a strong technological position. While market size and growth were highly uncertain, the potential was unquestionably much larger than EMI had forecast in their early plans. In all, EMI was well established, with a strong and growing sales volume and a good technical reputation. The company was unquestionably the industry leader. Nonetheless, in the light of all the developments, the strategic tasks facing EMI in 1976 differed considerably from those of earlier years. The following paragraphs outline the most important challenges and problems facing the company in this period.strategic prioritiesEMIs first sales priority was to protect its existing highly visible and prestigious customer base from competitors. When its second-generation scanner was introduced in mid-1975, EMI promised to upgrade without char ge the first-generation equipment already purchased by its established customers. Although each of these 120 upgrades was estimated to cost EMI $60,000 in components and installation costs, the US sales organization felt that the expense was essential to maintain the confidence and good faith of this important core group of customers. To maintain its leadership image, the US company also expanded its service organization substantially. Beginning in early 1976, new regional and district sales and service offices were opened with the objective of providing customers with the best servicein the industry. A typical annual service contract cost the hospital $40,000 per scanner. By years end, the company boasted 20 service centers with 150 service engineers a ratio that represented one serviceman for every two or three machines installed. The sales force by this time had grown to 20, and was much more customer oriented.Another important task was to meliorate pitching performance. The interval between order and promised delivery had been lengthening at the same time, promised delivery dates were often missed. By late 1975, it was not unusual for a 6-month promise to convert into a 12- or 15month actual delivery time. Fortunately for EMI, all CT manufacturers were in backorder and were pass extended delivery dates. However, EMIs poor performance in meeting promised dates was hurting its reputation. The company responded by substantially expanding its production facilities. By mid-1976 there were six manufacturing locations in the UK, yetbecause of continuing problems with component suppliers, combined capacity for head and body scanners was estimated at less than 20 units a month.Organizational and personnel issuesAs the US sales organization became increasingly frustrated, they began urging top management to manufacture scanners in North America. Believing that the product had reached the necessary level of maturity, Dr Powell judged that the time was ripe to e stablish a US plant to handle at least final assembly and test operations. A Northbrook, Illinois site was chosen. Powell had become EMIs managing director and was more determined than ever to make the new medical electronics business a success. A capable manager was desperately needed to head the business, particularly in view of the rapid developments in the critical North American market.Consequently, Powell was delighted when Normand Provost, who had been his boss at Texas Instruments, contacted him at the Bermuda radiological meeting in March 1975. He was hired with the hope that he could build a stronger, more integrated US company. With the Northbrook plant scheduled to begin operations by mid-1976, Normand Provost began hiring skilled production personnel. A Northbrook product development center was also a vision of Provosts to allow EMI to draw on US technical expertise and experience insolid state electronics and data processing, and the company began seeking people with s trong technological and scientific backgrounds.Having hired Provost, Dr Powell made several important organizational changes aimed at facilitating the medical electronics businesss growth and development. In the UK, he announced the creation of a separate medical electronics group. This allowed the separate operating companies, EMI Medical Ltd (previously known as the X-Ray Systems Division), Pantak (EMI) Ltd, SE Labs (EMI) Lt., and EMI Meterflow Ltd, to be grouped together under a single group executive, John Willsher. (See exhibit 10.6.) At last, a more integrated scanner business seemed to be emerging organizationally.The US sales subsidiary was folded into a new company, EMI Medical Inc., but continued to operate as a separate entity. The intention was to develop this company as an integrated alter medical electronics operation. Jim Gallagher, the general manager of the US operations, was fired and Bob Hagglund became president of EMI Medical Inc. While Gallagher had been an ef fective salesman, Powell thought the company needed a more rounded general manager in its next signifier of expansion. Hagglund, previously executive vice president of G.D. Searles diagnostic business, seemed to have the broader background and outlook required to manage a larger integrated operation. He reported through Provost back to Dr Powell in the UK. While Provosts initial assignment was to establish the new manufacturing and research facilities in the US, it was widely assumed within EMI that he was being groomed to take office for the companys medical electronics businesses worldwide. However, in April 1976, while visiting London to discuss progress, Provost died of a heart attack. As a result, the US and UK organizations reported separately to Dr Powell.product diversificationSince EMI wished to use the scanner as a means to become a major force in medical electronics, Powell argued that some bold external moves were needed to protect the companys leadership position. In March 1976, EMI acquired for $2 million (1.1 million) SHM Nuclear Corporation, a California-based company that had developed linear accelerators for cancer therapy andcomputerized radiotherapy planning systems. Although the SHM product line needed substantial further development, the hope was that linking such systems to the CT scanner would permit a synchronized location and treatment of cancer. six-spot months later EMI paid 6.5 million to acquire an additional 60 percent of Nuclear Enterprises Ltd, an Edinburgh-based supplier of ultrasound equipment. In the 1976 annual report, Sir John Read, now EMIs chairman, reaffirmed his support for Dr Powells strategy We have every reason to believe that this new grouping of scientific and technological resources will prove of national benefit in securing a growing share of worldwide markets for high-technology productsFuture ProspectsAt the close of 1976, EMIs medical electronics business was especial(a) all expectations. In just three year s, sales of electronics products had risen from 84 million to 207 million a large part of this increase was due to the scanner. Even more impressive, profits of the electronics line had risen from 5.2 million in 1972/73 to 26.4 million in 1975/76, jumping from 16 to 40 percent of the corporate total.Rather than dwindling, interest in scanners seemed to be increasing. Although the company had sold around 450 scanners over the past three years (over 300 in the US alone), its order backlog was estimated to be 300 units. At the December 1976 RSNA meeting, 120 of the 280 papers presented were related to CT scanning.As he reviewed the medical electronics business he had built, Dr Powell was generally pleased with the way in which the company had met the challenges of being a pioneer in a new industry segment. However, there were several developments that he felt would need considerable attention over the next few years. First, Powell felt that competitive activity would continue to presen t a challenge second, some changes in the US restrictive environment concerned him and finally, he was aware that the recent organization changes had created some strains.competitive problemsBy the end of 1976, EMI had delivered 450 of the 650-odd scanners installed worldwide, yet its market share had dropped to 56 percent in 1975/76 (198 of 352 scanners sold that June-to-June period were EMIs). The company gained some consolation from the fact that despite their premium pricing strategy and their delivery problems, they had conceded less than half the total market to the combined competitive field. They also felt some sense of security in the 300 orders they held awaiting delivery. Nonetheless, Sir John Read was clearly concerned We are well aware of the developing competition. Our research program is being fully sustained to ensure our continued leadershipIn mid-1976, the company announced its intention to protect its inventions and assert its patent strength, and subsequently fi led suit against Ohio Nuclear claiming patent infringement. However, at the same time, EMI issued a statement proclaiming that it was the companys wish to make its pioneering scanner patents available to all under suitable licensing arrangements. At the annual RSNA meeting in December 1976, sixteen competitors exhibited scanners. The years new entrants (including CGR, the french X-ray giant Hitachi from Japan and G.D. Searle, the US drug and hospital equipment company) were not yet making deliveries, however. The industrys potential production capacity was now estimated to be over 900 units annually. GEs much-publicized entry was already six months behind their announced delivery date, but it was potently rumored that production shipments of GEs third-generation scanner were about to begin. EMI Medical Inc. awaited that event with some trepidation. (A summary of major competitors and their situations as of 1976 is presented in table 10.2.) restrictive problemsBy mid-1976 there wer e indications that government might try to exert a tighter declare over hospital spending in general, and purchase of CT scanners in particular. The rapidly escalating cost of healthcare had been a political issue for years, and the National Health Planning and Resources Development Act of 1974 required states to control the development of costlyor unnecessary health services through a mechanism known as the Certificate of Need (CON) procedure. If they wished to cut back for Medicare or Medicaid reimbursements, healthcare facilities were required to submit documentation to their states department of health to justify major capital expenditures (typically in excess of $100,000).Before 1976, the CON procedures had generally been merely an administrative impediment to the process of selling a scanner, delaying but not preventing the authorization of funds. However, by 1976, the cost of medical care represented 8 percent of the gross national product and Jimmy Carter made control of t he skyrocketing costs of healthcare a major campaign issue. One of the most frequently cited examples of waste was the proliferation of CT scanners. It was argued that this $500,000 device had become a symbol of prestige and sophistication in the medical community, so that every institution valued its own scanner, even if a neighboring facility had one that was grossly underutilized.In response to heightened public awareness of the issue, five states declared a moratorium on the purchase of new scanners, including California, which had accounted for over 20 percent of total US scanner placements to date. In November, Jimmy Carter was elected president. organizational problemsPerhaps most hard to Dr Powell were the organizational problems. Tensions within the EMI organization had been developing for some time, centering on the issues of manufacturing and product design. Managers in the US company felt that they had little control over manufacturing schedules and little input into p roduct design, despite the fact that they were responsible for 80 percent of corporate scanner sales. In their view, the companys current market position was being eroded by the declension manufacturing delivery performance from the UK, while its longer-term prospects were threatened by the competitive challenges to EMIs technological leadership.Although the Northbrook plant had been completed in late 1976, US managers were belt up not satisfied they had the necessary control over production. Arguing that the quality of subassemblies and components shipped from the UK was deteriorating and delivery promises were becoming even more unreliable,they began investigating alternate supply sources in the US.UK-based manufacturing managers felt that much of the responsibility for backlogs lay with the product engineers and the sales organizations. Their unreliable sales forecasts and constantly changing design specifications had severely break up production schedules. The worst bottlenec ks involved outside suppliers and subcontractors that were unable to gear up and down overnight. Complete systems could be held up for weeks or months awaiting a single simple component.As the Northbrook plant became increasingly independent, US managers sensed that the UK plants felt less responsibility for them. In tight supply situations they felt there was a tendency to ship to European or other exporting customers first. Some US managers also believed that components were increasingly shipped from UK plants without the same rigid final checks they normally received. The assumption was that the US could do their own QC checking, it was asserted. Both these assertions were strongly denied by the English group. Nonetheless, Bob Hagglund soon began urging Dr Powell to let EMI Medical Inc. become a more independent manufacturing operation rather than simply a final assembly plant for UK components.This prospect disturbed John Willsher, managing director of EMI Medical Ltd,who argue d that dividing manufacturing operations could mean duplicating overhead and spreading existing expertise too thin. Others felt that the bootleg development of alternate supply sources showed a dis prise for the center of excellence concept, and could easily compromise the ability of Pantak (X-ray technology) and SE Labs (displays) to remain at the forefront of technology.Product development issues also created some organizational tension. The US sales organization knew that GEs impressive new third-generation fan beam scanner would soon be ready for delivery, and found customers hesitant to commit to EMIs new CT 5005 until the GE product came out. For months telexes had been flowing from Northbrook to EMIs Central Research Laboratories intercommunicate if drastic reductions in scan time might be possible tomeet the GE threat.Meanwhile, scientists at CRL felt that US CT competition was developing into a specifications war based on the wrong issue, scan time. Shorter elapsed times m eant less image blurring, but in the trade-off between scan time and picture resolution, EMI engineers had preferred to concentrate on better-quality images. They felt that the 20-second scan offered by EMI scanners made practical sense since a patient could typically hold his breath that long while being diagnosed.CRL staff were exploring some entirely new imaging concepts and hoped to have a completely new scanning technology ready to market in three or four years. Dr Hounsfield had conducted experiments with the fan beam concept in the early 1970s and was skeptical of its ability to produce good-quality images. To use atomic number 11 iodide detectors similar to those in existing scanners would be cost prohibitive in the large numbers necessary to pick up a broad scan to use other materials such as xenon muff would lead to quality and stability problems, in Hounsfields view. Since GE and others offering third-generation equipment had not yet delivered commercial machines, he f elt little fillip to redirect his staff to these areas already researched and rejected.There were many other demands on the time and attention of Hounsfield and his staff, all of which seemed important for the company. They were in constant demand by technicians to deal with major problems that arose that nobody else could solve. Sales people wanted him to talk to their largest and most prestigious customers, since a visit by Dr Hounsfield could often swing an important sale. They were also involved in internal cooking on all new products. The scientific community wanted them to present papers and give lectures. And increasingly, Dr Hounsfield found himself in a public dealings role as he accepted honors from all over the globe. The intrusion was to greatly enhance EMIs reputation and to reinforce its image as the leader in the field.When it appeared that CRL was unwilling or unable to make the product changesthe US organization felt it needed, Hagglund made the bold proposal th at the newly established research laboratories in Northbrook take responsibility for developing a three- to five-second-scan fan beam-type scanner. Dr Powell agreed to study the suggestion, but was finding it difficult to evaluate the relative merits of the US subsidiarys views and the CRL scientists opinions. By years end, Dr Powell had still been unable to find anybody to take charge of the worldwide medical electronics business. By default, the main decision-making forum became the Medical Group revue Committee (MGRC), a group of key line and staff managers which met, periodic at first, to care establish and review strategic decisions. Among the issues discussed by this mission were the manufacturing and product development decisions that had produced tensions between the US and UK managers. Powell had hoped that the MGRC would help build communications and consensus among his managers, but it soon became evident that this goal was unrealistic. In the words of one manager clo se to the eventsThe problem was there was no mutual respect between managers with similar responsibilities. Medical Ltd was resentful of Medical Inc.s fag for greater independence, and were not going to go out of their way to help the Americans succeed.As the business grew larger and more complex, Dr Powells ability to act both as corporate CEO and head of the worldwide medical business diminished. Increasingly, he was forced to rely on the MGRC to address operating problems as well as strategic issues. The coordination problem became so complex that, by early 1977, there were four subcommittees of the MGRC, each with representatives of the US and UK organizations, and each meeting monthly on one side of the Atlantic or the other. Committees included Manufacturing and Operations, Product Planning and Resources, Marketing and Sales Programs, and Service and Spares. powells problemsAs the new year opened, Dr Powell reviewed EMIs medical electronics business. How well was it positione d? Where were the major threats and opportunities? What were the key issues he should deal with in 1977? Which should he tackle first, and how? These were the issues he turned over in hismind as he prepared to note down his plans for 1977.Assistant Professor Christopher A. Bartlett prepared this display case as a basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. Information was obtained from public sources and third parties. Although employees of the subject company discussed with the researcher events referred to in the case, they did not participate in the preparation of the document. The analysis, conclusions, and opinions stated do not needs represent those of the company, its employees or agents, or employees or agents of its subsidiaries. Thorn EMI PLC, on its own behalf and on behalf of all or any of its present or former subsidiaries, disclaims any responsibility for the matters included or referre d to in the study.