Analysis Essay

I. Frethorne, Richard. On Indentured Servitude. Edited by Howard Zinn, Anthony Arnove. New York, NY: Seven Stories Press, 2009 II. Frethorne talks about his miserable experience to be an indentured server. He writes the letter to his parents and describes the horrendous conditions he is in. Frethorne states some vital facts. He also writes that people who suffer as indentured servants are willing to lose either leg or arm but to move back to England. According to Frethrone he is working on plantation somewhere in Virginia that is located about ten miles away from Jamestown. He is begging his parents to either send him some money for good living or help him to return to England. Richard Frethorne emphasizes that his life depends on his parents and he hopes that his family is doing fine. III. Richard Frethorne’s letter provides and illuminating picture of the hardships of colonization in the early seventeenth century, especially for the class of indentured servants. Combating isolation, disease, homesickness, hunger and discomfort, Frethorne and his fellow settlers struggled to make a success of their fledgling community. Life in early Virginia was particularly challenging because of the shortage of supplies, the prevalence of disease, and tense relations with the Native Americans. The source is relevant to our course because it describes the social issue that was discussed in our class. Indentured servitude was cheaper for the rulers of British Empire before the moment when indentured servants became capable of surviving the seven-year period and acquiring the land that was promised to them. After that moment slavery of African Americans was demanded. IV. This source influences the interpretation of the historical narrative by providing extra information about the real situation in the colonies. People in England thought that indentured servitude was not a dangerous thing and was an easy way of claiming some land in America. However, Frethorn’s letter to his parents proves the opposite of what was thought. By provided examples of harsh conditions he states that all the servants who already arrived to America had desire to move back to England. He has no money to live. He is starving and afraid of the Indians invading, he begs his parents to hurry up and help his soon for his life depends on it. Of course there is possibility of poor Frethorne to exaggerate because the letter was addressed to his parents; therefore, he has a good discretion of what it might have been like to live  in New England at the time he was there in 1623. Indentured Servitude was a form of slavery but with a better name instead of calling things wit h its names.

Analysis of the Epic of Gilgamesh Essay

The Epic of Gilgamesh is an extraordinary poem showing the tragedy of mortality. The poem is the earliest primary document discovered in history dating back to 2000 B. C. E. The document tells a story about a King named Gilgamesh who was created by gods as one third man and two thirds god. The epic tells the advetures that Gilgamesh goes on throught his life to determine his meaning. A lot of people in Mesopatamia in this time period felt as though they needed to dicover why they were here and what was going to happen after they died. The culture in which Gilgamesh existed did not believe in an afterlife, and if they had any thoughts that there was anything after death it certainly wasn’t a pleasant thought. Gilgamesh’s journey beings with the creation of the city Uruk. The great king built the magnificent city that his achievements occur. Being that Gilgamesh is two thirds god he has incredible strengths that have never exsisted before. Gilgamesh is young and arrogant and treats the people of Uruk very harshly. Because of the way Gilgamesh mistreats his people it causes them to call out to the sky god and ask for someone as strong and immortal as Gilgamesh. Their hope is that this person will be Gilgamesh’s match and will show him he is not as mighty as he believes. The gods create a wild man who is named Endiku who lives in the intense forest surrounding the land of Gilgamesh. Endiku was made with the strength of no human. He is discovered by a trapper running through the forest naked among wild animals. The trapper is so afraid by this that he goes to tell his father. His father tells his to go to Uruk and find a horlot to take with him back to the forest. When she sees Endiku she is to tempt him with her womanly ways. The trappers father said that if Endiku succumbs to her he will no longer be amazingly strong and wild. The harlot named Shamaht meets Endiku at the watering hole where he comes to drink with the wild animals. She offers herself to him by stripping naked and flaunting her womanly traits. He is upset that this harlot has caused him to lose his strength and rowdiness so the harlot explains to him what he could have if he became more civilized. Shamahat offers to take hi to the city of Uruk where all the delights of civilization show true. She offers to take Endiku to meet Gilgamesh who has similar strengths as him. Meanwhile Gilgamesh has dreams showing him signs of what is to come. In the first dream he is shown a meteorite falling to Earth which is so abundant that he cannot move it. The people come together to celebrate the meteor and Gilgamesh welcomes it as he would a lover or wife but Gilgamesh’s mother wants him to compete with the meteorite. It the second dream Gilgamesh dreams that an axe appears at his door, the axe is so vast that he cannot lift or move it. As in the previous dream the people come to celebrate the axe and Gilgamesh embraces it as he would a lover. Again his mother wants him to compete with the axe. Confused Gilgamesh tells his mother his dreams and asks her what they mean. She tells him that the meteor and axe symbolize a great man with incredible strengths coming to Uruk. Gilgamesh will take in this man as he would a wife and the man will assist Gilgamesh perform many great things. Endiku comes to the city or Uruk during a celebration. Gilgamesh the great king is claiming the right to have sexual intercourse with every new bride first on the day of her wedding. Endiku is disgusted with this and decides that he is going to block the kings way into the marital chamber. This enrages Gilgamesh and the two men fight viciously until Gilgamesh wins. Endiku excepts Gilgamesh’s authority and the two become great friends. The two men become lazy and weak living in the city so Gilgamesh proposes an adventure. He wants to venture to the Cedar Forest and cut down all the cedar trees. In order to do this they must defeat a giant wild beast named Humbaba. The elders of the city, Endiku and Gilgamesh’s mother disagree with the adventure and try to talk him out of proceeding. Gilgamesh decides to go anyways and Endiku follows as a honorable friend should. Should Gilgamesh defeat the monster Humbaba, his name will forever be remembered. After an extremely long journey the two kill Humbaba Right before Gilgamesh cuts the head off of Humbaba the monster shouts out a curse on Endiku that out of the two men Endiku will die before Gilgamesh and never find peace in the world. With the defeat of Humbaba the men cut down the cedar trees and use the wood to build a great gate for the city of Uruk. After the voyage to the Cedar forest Gilgamesh’s fame is spread wide attracting sexual attention of the goddess Ishtar and offers to become his lover. Gilgamesh rejects her with insults due to her ugly past of lovers. Gilgamesh’s encounter with Ishtar shows how risky the relations of humans to gods can be at least for humans. He has the right to reject her but should not have done so as insultingly as he did. He ends up paying a heavy price for bad manners. Ishtar is very offended by Gilgamesh’s response that she goes to her father, the sky-god Anu, and asks for the Bull of Heaven so that she can have vengeance on Gilgamesh and his city. Working together again Endiku and Gilgamesh slay the Bull of Heaven. The gods decide that someone must be punished for killing Humbaba and the Bull of Heaven. So out of the two conquerors the gods decide Endiku should pay the price. Upset with the unjust decision Endiku curses the Cedar Gate, the harlot,Shamhat, and the trapper for introducing him to civilization. He is reminded that he has enjoyed his life and done many things. After twelve days Endiku finally dies. Endiku’s death causes Gilgamesh to realize his fear of mortality and tries to find a way to live forever. On his quest he figures out that the gods will not grant him immortality and he must accept his destiny. A man named Utnapishtim tells Gilgamesh that death is essential because of the will of the gods and that all human effort is only temporary. Utnapishtim is the only man that has been blessed with immortality and tells Gilgamesh the secret as to how he became. The gods had met and decided that the humans were out of control and to destroy mankind with a giant flood. The flood lasted for seven days and seven nights in the city of Shurrupak which stands on the banks of Euphrates. At the end of Utnapishtim’s story he offers Gilgamesh a chance at immortality. If he can stay awake for six days and seven nights he will become immortal but as soon as he sits down he falls asleep so he failed the test. Utnapishtim offers another chance, Gilgamesh must go to the bottom of the ocean and receive a plant of youth. He does this and goes on his way back to Uruk but as he rests on a shore the plant is stolen by a serpant so this test as well is failed. At the end of the poem Gilgamesh lays before the gates to Uruk and admires the city he built and at the base of his cities gates lay a stone of lapis lazuli explain the reason for his notable deeds. In reviewing this story, you are able to determine the ways it has entertained, educated, and enlightened the Mesopotamian culture in ancient times. It shows examples of gender roles, the way you were supposed to live, and idealistic leadership. The epic uggests that ancient Mesopotamian’s perspective of an ideal kingship by illustrating uncivilized behaviors of the Sumerian ruler. The epic reflects on the rulers past explaining Gilgamesh disappoints his gods and the Sumerian city with selfish behaviors like sleeping with many women, spending money, and treating his people like they were nothing. From this, we can determine that Mesopotamians believed a successful leader needs to be able to create responsible relationships with his people and obtain the ability to show respect towards those who do not have as much, if any, political power.

Alliances of Ww1 Essay

war. The alliances were one of the long-term effects of world war one. All alliances started secretly before world war one but what made it significant is when it was clear after Austria declared war on Serbia, Russia declared war on Germany and Austria and the domino effect started, which in the end led to world war one. However, all these alliances in world war one were intended for defense against the expanding Germany army. While, in world war two the alliances were not used for defense†¦ Militarism- The military grew in competing countries. The contest between Germany and Britain at sea between Germany, France, Russia Alliance System- where big countries stayed together incase of a war. The triple alliance and leaders of big alliances acted reckless towards others. Imperialism- Ruling over a country. European countries ruled smaller countries, and competed with each other. Colonies became known as Imperialism. France and Britain had many colonies in Africa and Asia. Germany†¦ involved. The war drew in all the world's great economic powers, which were assembled in two opposing alliances: the Allies and the Central Powers of Germany and Austria-Hungary. Although Italy had also been a member of the Triple Alliance alongside Germany and Austria-Hungary, it did not join the Central Powers, as Austria-Hungary had taken the offensive against the terms of the alliance. These alliances were both reorganized and expanded as more nations entered the war: Italy, Japan and the United States†¦ Events Leading to WW1 World War 1 was the start of changing times in the early 1900 's. This was a time for countries to draw a line in the sand and make a mark as to who would be the new world order. Archduke Franz Ferdinand was an heir to the country of Austria. Once Ferdinand became ruler, he proposed some policies that didn 't pass over well with the other leaders within Austria. One policy would aim at becoming 16 states rather than have Austria fade into the background of Hungary 's government†¦ by Gavril Principe, a Bosnian Serb citizen of Austria-Hungary and member of the Black Hand. The retaliation by Austria-Hungary against Serbia activated a series of alliances that set off a chain reaction of war declarations. Within a month, much of Europe was in a state of open warfare. The war was propagated by two major alliances. The Entente Powers initially consisted of France, the United Kingdom, Russia and their associated empires and dependencies. Numerous other states joined these allies†¦ IMPACTS OF WW1 ON AUSTRALIAN SOCIETY Almost a century has passed but Australia still identifies strongly with the Anzac ‘legend' that emerged during the First World War. Entering the war as a small outpost of the British Empire, no one would have anticipated the courage and tenacity displayed by the Australian troops or the extent to which their war efforts would become the foundation of our national identity. While it lacked large numbers of troops to contribute to the British war effort,†¦ World War 1 (WW1) World War One, the first of two wars which shook the very foundations of the earth. The war was as long as it was brutal, consisting of the world’s greatest powers vied against one another in a brutal, slow conflict. In this war there were the Central and Allied powers, which fought one another for both heroic and selfish reasons. All the while trying to maintain their land and nobilities from being threatened by the other side. The war had many various reasons for beginning,†¦ weapons.† â€Å" Alliances also contributed to the war because when they signed an alliance with another county they gave each other their help if they needed it. Then Austria-Hungary declared war on Russia. Germany declared war on France two days later; they went through Belgium, which was neutral. Great Britain declared war on Germany after France was attacked. Then Austria-Hungary declared war on England and WW1 began†(www.historyonthenet.com). â€Å"The countries that were involved in WW1 that were Central†¦ Impact of WW1 on Russia Social and economic: The war proved an economic disaster for Russia, the direct cost of war rose from 1,500 million roubles in 1914 to 14,500 million in 1918. And this was an expense of the rural or industrial workforce, thus production slumped and in any case in time of war the country needed to be producing more, not less to feed and supply its armies Military problems: Although the Russian government managed to mobilise around 15 million men between 14-17, mainly†¦ Although the alliance between the UK and the USA had been established for many centuries, especially in the shared cause in WW1, it wasn’t until 1944 that the term ‘special relationship’ was used to describe Anglo-American relations. Winston Churchill said in 1944 that â€Å"unless Britain and the United States are joined in a special relationship, another destructive war will come to pass† , this was the foundation of the term ‘special relationship’. After the American Declaration of Independence in†¦

Linking Psychopathy and violence risk assessment Assignment

Linking Psychopathy and violence risk assessment - Assignment Example One way of achieving this is by seeking to develop â€Å"actuarial risk assessment tools to help improve clinicians' ability to evaluate patients' risk of violent behavior in practice by statistically optimizing predictions of violence†. (Elbogen, et.al, 2005, p.133-141) As research team of Eric Elbogen, Matthew Huss, Alan Tomkins and Mario Scalora suitably illustrate in the article, several such tools are currently being employed by psychiatric practitioners in clinical settings. And a consensus seemed to have emerged among the practitioners and researchers establishing a strong correlation between psychopathy (usually measured by the Psychopath Checklist – PCL; and presently PCL-Revised) and future violent behavior. The results indicate that Clinical staff in public sector settings would be very amenable to using the PCL; the PCL would seem to have great intuitive appeal to clinicians. However, that more experienced staff perceived PCL results to be available reveals a need for more effort to target disseminating risk measure results. (Elbogen, et.al, 2005, p.133-141) The total psychopathy score is arrived at through chart review and semi-structured interview.

Alternative Dispute Resolution Essay Example | Topics and Well Written Essays - 1500 words

Alternative Dispute Resolution - Essay Example According to the research findings, Alternative Dispute Resolution (ADR) entails an independent third person termed as â€Å"neutral† whose function is to attempt to resolve or slim the areas of disagreement. Employment of ADR in early stages of the case can lead to a better-organized, cost-effective declaration of conflicts with intense contentment to the involved parties. A massive preponderance of the civil cases, encompassing marital divorces, filed in several courts across the nation is resolved using ADR. The effectiveness of ADR made it to be recommended in the Woolf Report 1996. Lord Woolf of Barnes who is professor and Chairperson of the UCL Council had an ancient interest in alternative dispute resolution and mediation. His report, admission to justice, 1996 was recognized to have been an accelerator for the growth of ADR in England. He had massive interest on the subject to extend of lecturing on ADR in both the United Kingdom and several countries overseas. He also presided over the system of the leaders of Supreme Trial Courts of the working group of European Union on its International Dispute Management Advisory Group, initiated in 2005. Therefore, Alternative Dispute Resolution is highly effective and cannot fail to be acknowledged by prominent people like Lord Woolf. That is the reason why it was recommended in the Woolf Report 1996. The paper presents three types of ADR and state where they are likely to be used.... That is the reason why it was recommended in the Woolf Report 1996 (Stephen and Marsh 2002). Give three types of ADR and state where they are likely to be used. Types of Alternative Dispute Resolution Conciliation This is the initial stage in the arbitration process particularly in consumer conflicts, and the conciliator is normally a member of the trade union. Both the consumer and the supplier have to issue written specifications of the complaint, encompassing any evidence whereby the conciliator provides a judgment on the best resolution (Totaro 2008). Any verdict is not obligatory and cannot stop the consumer from filling the case in a court for further action. If the consumer opposes the opinion issued, the consumer can then progress to the arbitration stage or consider going to court. The conciliation process does not involve any charges. Arbitration Arbitration is the process of resolving conflicts in which both the consumer and the supplier concur to accept the decision of th e arbitrator as legally obligatory (Schwartz 2005). This shows that the consumer can no longer take the case to court for further action, not unless the supplier fails to pay the award needed. Note that, unlike the conciliation stage where the conciliator is just a member of the trade union, the arbitrator mist be a member of the Chartered Institute of Arbitrators and mostly makes independent decisions that are not related to the trade. The arbitrator always comes to his or her only conclusion after going through the written evidence presented by both the consumer and supplier (Lynch 2001). The decision is private and cannot be publicized without the accord of the supplier. The consumer has to pay the registration fee, which may be reimbursement if the case favors him or her. Certain

Students are expected to write a case study with a final report of Essay

Students are expected to write a case study with a final report of 3000 words on the modus operandi and the present impact, at n - Essay Example This paper is being undertaken in order to seek a detailed discussion of the yakuza crime organization, helping this student understand the activities of the group and establishing specific details which would distinguish it from other organized crime groups. The yakuza organization became the organization it has become today at around the late 1800s under the leadership of Toyama Mitsuru (Butler and Kaplan, p. 40). Mitsuru founded the Genyosha Society and his main aid, Uchida formulated the Amur River Society. These groups dominated in activities like prostitution, gambling, entertainment, liquor, and other activities like dockside labour (Chemko). They also engaged in the 1960s and 1970s in drugs and arms trade. This group has also been highly connected with other organized crime groups, including the Sicilian Mafia, American Mafia, Colombian drug cartels, and the Chinese triads (Chemko). This group has long been recognized in Japan as a normal part of their history and activities, especially with its associations with politicians and rich businessmen. They have also become engaged in the international arena, not necessarily in areas with Japan nationals (Chemko). The current organization was organized in the mid-1600s and was identified to have engaged in gambling and street vending during its inception (Chemko). Protection for other members no matter the circumstance was one of the main qualities of this group. The members were expected to do everything necessary in order to protect their fellow members. When industrialization was introduced in the country, the group followed the trend and set-up businesses in industrialized activities, including dockside labour and construction (Bruno). Interest in policies also followed, and with it, strong associations with politicians were soon forged. Associations between the police/law enforcement officers and the yakuza were also established (Bruno). During the Second World War, the yakuza posed the most significant threat to the American troops. Food rations were given to soldiers and this caused the proliferation of the black marker, including higher resources for the yakuza and other criminal organizations (Fulford, p. 66). Street vendors, known as the gurentai gained strength, often carrying out bank robberies at the black markets. Soon enough, the American and other foreign troops played a strong role in the yakuza’s habit of wearing black suits, white shirts and black sunglasses (Chemko). They also relinquished their customary swords for firearms and became even more violent. There were about 5000 gangs during these times and with the influence of Yoshio Kodama, they were soon united and included in the major crime group known as the yakuza (Gangland). This group has traditionally considered itself a helper – a Robin Hood of sorts. Before the courts were in existence in Japan, individuals usually went to the yakuza to seek the settlement of their disputes (Gangland). However , the process of resolution often included harsh actions which were not seen when recourse from legal authorities was carried out. There are two kinds of yakuza. The first are the free yakuza which were considered outcasts of society and were not linked with other organizations (Chemko). They also did not carry out serious acts, but were considered common thugs. They were also not offered any protection and were often unable to

Innovative Nursing Care Delivery Models Essay Example | Topics and Well Written Essays - 750 words

Innovative Nursing Care Delivery Models - Essay Example Development Team for Innovative Nursing Care Model As a matter of fact, implementation of any particular change in organization needs proper planning along with the formation of an effective team that can execute the planned activities accordingly. Contextually, the team working towards proper implementation of the model will encompass two Registered Nurses (RNs) along with two assistants. It has been observed that there are altogether 1,047 licensed beds in the organization, which will further be divided into subsections with equal numbers in each one of them applying this model. Furthermore, each of these sections will be accompanied with a set of RNs and assistants designed to implement the model efficiently (Adventist Healthcare, 2013; Health Workforce Solutions, 2008). The rationale for selecting RNs and assistants can be justified, as the model selected for implementing in the particular healthcare organization follows the â€Å"Human Caring Theory of Jean Watson†, which depicts the role of nursing practices or nurses in assuring knowledgeable and unique healthcare practices. Hence, based on this ground, Adventist Healthcare will need to prioritize and select RNs to ensure proper implementation of the chosen model. Moreover, the decision of selecting nurses should also be targeted towards providing opportunities for nurses to enhance their position and role in the healthcare organization. ... iciency within the workplace by utilizing the available manpower more effectively in delivering better quality care to the patients (Alliance for Health Reform, 2011). Additionally, the team that will implement the model will also include the top management officials to supervise the approaches of the RNs and their assistants throughout the process in Adventist Healthcare (Health Workforce Solutions, 2008). This will in turn ensure that the model operates in alignment with the set organizational goals and values to achieve maximum efficiency when implemented. Incorporation of Nurse Caring Delivery Model in Adventist Healthcare As illustrated earlier, with the assistance of the Nurse Caring Delivery Model, the management in Adventist Healthcare will be able to directly correlate with the organizational objectives to be achieved through its mission and values. The model is primarily a team-oriented nursing framework, developed entirely with the intention to ensure humanistic approach i n delivering healthcare services to the patients. It is also believed that the model ensures cost efficient services with maximum quality and safety for the patients along with continuous improvement in set of services provided. Moreover, another vital aspect of the model is that it augments work satisfaction level amid the nurses, subsequently resulting in declined turnover of the same within the organization (Adventist Healthcare, 2013; Health Workforce Solutions, 2008). In order to attain the complete benefits of the model, it will be implemented in the organization following certain planned steps. The model will be implemented in separate departments within the organization comprising of a medical unit, a telemetry unit and an intensive care unit among others. After a stipulated period

Managing at the Edge Research Paper Example | Topics and Well Written Essays - 2000 words

Managing at the Edge - Research Paper Example This is an approach that underestimates the abilities of the employees to carry out tasks and to innovate and improvise as they go. In this kind of companies, each and every decision has to be taken at top level and the employees in the lower levels of hierarchy only have to mechanically obey what they are told. There will a fixed chain of command that will often be lengthy as well (Carney and Getz, 2009, p.23). The decision making will be highly â€Å"procedure-driven† (Carney and Getz, 2009, p.23). Lack of flexibility caused by stringent rules and stunning of the possibilities of creative contribution from employees, are two major drawbacks of 'how' companies. In contrast to this, a 'why' company is one which shares with its employees a single quest, namely, 'why we are doing what we are doing?' (Carney and Getz, 2009, p.16). Naturally, it is a common quest for the company and the employees. The only answer possible for this question is, â€Å" to keep the customers happyâ €  (Carney and Getz, 2009, p.17). Thus the 'why' company wants the employees to keep its customers happy and does not bother much about how it is attained (Carney and Getz, 2009, p.17-18). This is an approach that allows maximum contribution and participation from the employees. It gives freedom to the employees to innovate and improvise and through that, will enhance their motivation and self-esteem. In traditional 'how' companies, the strict control can help achieve good growth and profits (Carney and Getz, 2009, p.43). But this positive aspect will be counter-balanced by the detachment and stress that the employees feel in an environment where there is least freedom (Carney and Getz, 2009, p.43). This will get reflected in their output as well (Carney and Getz, 2009, p.43). References Carney, B.M. And Getz, I. (2009) Freedom, Inc., New York: Crown Business. 2. What are the characteristics of a Level 5 Leader? Level 5 leader is someone who has the capability to lead a company f rom â€Å"good to great†, according to Collins (2001). The term, level 5, is used to indicate â€Å"a five-level hierarchy† (Collins, 2001). Collins (2001) has explained these five levels as given below: Level 1 relates to individual capability, Level 2 to team skills, Level 3 to managerial competence, and Level 4 to leadership as traditionally conceived. Level 5 leaders possess the skills of levels 1 to 4 but also have an "extra dimension": a paradoxical blend of personal humility ("I never stopped trying to become qualified for the job") and professional will ("sell the mills"). People who inhabit the level 5 leadership category are not egocentric and dislike showing off (Collins, 2001). All the same, they have the strength and will power to take bold decisions when the hour needs so (Collins, 2001). It is the goals, the organization and the meaningfulness of the whole exercise that come first for them rather than their personal ego (Collins, 2001). They are highly a mbitious but not in the real sense the word, ambition is commonly used (Collins, 2001). Level 5 leaders are ambitious not towards their own narrow personal career goals but for greatness of the job involved and the organization (Collins, 2001). Level 5 leader will always be only partially satisfied by the results achieved and would constantly seek self-improvement (Collins, 2001). The greatest motivation of such a leader is to leave behind a real

Analysis of Legalization of Marijuana Article Example | Topics and Well Written Essays - 1250 words

Analysis of Legalization of Marijuana - Article Example If one were to analyze the legislation and initiatives of the past few years it will be evident that public favor to legalize medicinal marijuana has increased and this in return has propelled some states to decriminalize medicinal marijuana. Only a few weeks back, the Joint Mental Health and Substances Abuse Committee of Massachusetts removed criminal penalties for possession of less than one ounce of marijuana by a 6-1 vote ("Massachusetts: Decrim Bill Advances", 2006). The Joint Committee on the Judiciary was scheduled to begin deliberations on it in March. The legislation aimed to decrease penalties for the minor possession i.e. less than an ounce of marijuana to a civil offense instead of a criminal offense as custom and sought to reduce a fine of $500 to $250. This legislation, however, was quashed by the state legislature and medical or otherwise use of marijuana in Massachusetts still remains illegal. In February, this year, Congress, hitherto immovable and unbending on all marijuana-related issues, took a significant step by allowing students, previously charged with marijuana possession, eligibility to apply for student aid. Enacted in the year 1998, this ban - commonly known as "drug offender exclusionary provision" of the Higher Education Act - has refused financial aid to some 175,000 students until now. To some, this has been landmark legislation in the fight for marijuana decriminalization and a tentative admission of the Congress about the futility of penalizing citizens for the possession of a recreational drug ("Congress Scales Back Ban On Student Aid For Drug Offenders," 2006). More evidence of growing support for marijuana legalization came to view in 2005 when the US House of Representatives voted against the lifting of a ban on medicinal marijuana. The most important point, however, was that despite the vote going against marijuana legalization, 161 House members ha d voted in favor of marijuana, which was the record highest. In November 2005, the population of Denver voted to eliminate penalties for the possession of one ounce of cannabis by citizens more than 21 years of age. Fifty-four percent of voters decided in favor of legalization ("Denver Votes To Abolish Pot Penalties," 2005). In 1998, voters in Oregon had voted in favor of a law that allowed patients to possess and grow marijuana for medical reasons. In August 2005, the voters of Oregon further amended the law in favor of marijuana users by allowing marijuana-dependent patients to grow and own 24 ounces of cannabis as opposed to previous 3 ounces ("Legislature Amends Oregon Medical Cannabis Law," 2005).The most important point of objection raised by those who oppose decriminalization of marijuana is the type of message it will send to the citizens of America in general and to the youth and children in particular. They hold that although some medical reports reveal marijuana to be the least harmful of all drugs, yet it cannot be denied that it is a drug and harmful as well. In addition, if marijuana use and possession were to be legalized for medicinal purposes it will only be available through two means.

The Logic of Suicide Terrorism Essay Example | Topics and Well Written Essays - 250 words

The Logic of Suicide Terrorism - Essay Example The Hotel Rwanda film is a co-production that focuses on political corruption, genocide and the repercussions of violent behavior. The film stars Don as hotelier Paul, who endeavors to salvage his colleague citizens from the ravage of the Rwandan genocide era. A brief review of the genocide entails that the war originated from the tension between the Hutu and the Tutsi whereby, bribes and other acts of corruption among the politicians were routine. As the political situation worsened in the country, civil wars erupted in the region hence, displacing a large number of families. On the other hand, Scott McConnell interviews Robert concerning the idea that probed him to write the book. Robert clearly reveals his wealth with the information he had pertaining to terrorism and violence in various parts of the world (Anthony 18). He claims that religion is not to be held accountable for most of the suicide-terrorist attacks. In the dialogue between Robert and the American conservative, Robert also discusses the American and Iraq differences. This shows that suicide-terrorist attacks were quite prone in the Islamic countries and America. Robert notes that in every occasion where a profession has created a suicide-terrorist movement, there is a religious difference between the occupier and the occupied community (Anthony 21). In conclusion, based on euphemism which is defined as a harmless phrase that substitutes an offensive one, we find that the film title used in this essay is euphemistic. The phrase Hotel Rwanda may mislead one to think that the film is correlated with a hotel in Rwanda while on the contrary; the term refers to the genocide era in Rwanda where many lives were lost due to mass killings.  

The Role of Business Communication Essay Example for Free

The Role of Business Communication Essay The role of business communication to the profitability of the organization Communication is an integral part of an organization. Communication is required not only for good human relations but also for a successful business. Communication seeks to fulfill the basic functions such as to inform, to persuade and to promote goodwill. Communication involves sharing information, ideas, thoughts, opinions and plans between various parts of an organization. Therefore just giving directives without expecting a response is naive as it requires the attachment of some meaning to the message sent or received. In a large organization communicating effectively still proves to be a difficult task as communication sometimes takes place over a number of channels and so retaining the basic meaning is literally challenging. Communication seeks to inform individuals so that they are more aware of what is necessary in order to perform a task or to function within the organization. Information such as work ethics, production, benefits, safety regulations and training are just some of the things that employees are informed of maintain successful operation of the organizations. This will also help in the decision making process as employees will act on the best information available to them. Likewise, communication helps in persuading individuals to perform at a level that they would not ordinarily do. Managers often use open communication to influence others to perform the tasks required to achieve organizational goals. This open communication allows individuals to freely share mutual experiences, preferences, likes and dislikes. It also enables managers to create a climate for motivation, that is, a manager’s ability to influence the desired behaviour for performance depends on his ability to effectively communicate with his direct reports and staff at all levels. Communication also enables people to learn how they are doing at their jobs and how performance is being measured, as this is the heart of employee performance appraisals. Communication is necessary to attain managerial function. One such function is promoting good will. Many companies dedicate a whole department for this purpose while others just has one individual. Companies tend to be vigilant this area due to the tax benefits as well as a means of advertising as this goodwill helps in protecting their corporate image. By doing so they advertise a lot, give a way grant, gifts and other benefits to needy persons and shelters in and around their communities as well as on a national scale. For example Bank of Nova Scotia, Sandals and Courts just to name a few. Many managers have come to realize that having an open and effective communication can help in accomplishing organizational goals and objectives. Employees who are properly informed and are able to express themselves without having to go through the chain of command will be more motivated to produce. Both organizational and personal goals can be achieved.

Psychology of Homer Simpsons Essay Example for Free

Psychology of Homer Simpsons Essay The Simpsons have been America’s phenomenal cartoon TV series that has a chilling resemblance to the typical family, if it would be viewed in a different angle removing the humour and exaggerations. The melodious opening song, Bart’s writing on the board, to the sofa antic just gives that tinge of spice to the expecting viewers. However, what usually catches the interest of the people is Homer. His credulous and sometimes sordid character ironically gives justice to the struggle of middle class families and perfectly depicts the role and challenges of a father who is facing the ordeals in the midst of a family crisis and his obligation as a citizen in the society.   A saying goes that the father is the home’s foundation. If that foundation would be weak, the family will collapse and disperse on the ground. He is the one that stands firm amongst difficult adversities a family faces and would be the source of their hope. Homer Simpsons heavy stature and obsession with Duff beer seems to exclude him from this description of this sturdy foundation. In Season 1, episode 3, Homer lost his job in front of his son in the Nuclear Plant. He became the common bum. He would lie on the sofa all day long, doing nothing and with a blank stare at the TV set, while Marge is working at a fast food chain on roller skates. He came to thirst for beer, since he was sober for a while due to lack of finances. With humour he searched for any kind of source for income including Bart’s piggy bank and going that low ,which wasn’t even worth it because it wasn’t even enough for one beer, he then came to a realization of what he has become. He decided on taking his own life by throwing himself in a watery grave. With a boulder around his neck he walked slowly towards the river. This action exhibited man’s reaction in time of weakness and lost of sight for ones purpose in life. However, he still managed to oil the fence upon going out, showing his compulsiveness of taking care of his own home. At the river, on the last minute he was about to throw away his life, his family came to the rescue. However, it turned out that it was Homer who would rescue them in the middle of the intersection from a speeding vehicle, and that is with a boulder hanging around his neck. The instinct of a father protecting his family came in stronger than his human weakness. Then, it dawned on him that the town needs someone to uphold safety around the place. He found his silver lining among the dark clouds. He went against even with his boss, Mr. Burns, just to be able to completely eradicate the town of danger. Mr. Burns even blackmailed Homer of giving his job back if he would just turn back on his own words about the plant’s safety. Homer almost gave in but his principles were as sturdy as his love for his family and community. Although, like water looking for its way back to the sea, Homer still got his job back and was still able to uphold his principle. He became the plant’s safety man. The seemingly ignorant and weakling personality of Homer turned out to be actually a shallow shroud that clothes his inner strength that brought hope and respect not only from his family but from his community as well. He secretly became a beacon to their hearts. He just needed that chance to bring it out of him.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Fathers have always been the icon of providing for his family. Since ancient times, these men are the ones that bring home the slaughtered meal after a dangerous and tedious hunt. Nothing has changed ever since except for the barbarism. Nowadays, the head of the families would still need to â€Å"hunt† for their income in order to provide for their pecuniary needs. Homer Simpsons is the kind of employee that slack-off during work, taking unscheduled doughnut breaks and seemingly doing his job but not actually serious about it. A provider, yes that he could be, but a good one is a dubious fact. In the first episode for season 1, a Christmas special of The Simpsons, Homer established the answer to this question. Mr. Burns joyously announced to the intercom that there is an increase in the safety of the plant but unfortunately no Holiday bonus for the mid-level workers. It saddened everyone, Homer on the other hand was still thankful because they had a â€Å"Christmas jar† that Marge has been keeping. But, little did he know that it was all spent on Bart’s surgery to remove the tattoo he just got. Upon entering the Simpsons home, he knew of the ordeal they are in. Marge had high hopes knowing that he had a Christmas bonus and Homer didn’t have the heart to break the news to his family, not with all those looks that are on tenterhooks. Homer, like our forefathers, hunted for a way to earn some extra income for his family, so that they won’t have to miss Christmas. He found one as a mall’s Santa Claus. He kept it a secret from his family in order to keep his family from worrying and his dignity as well. In a particular scene, it showed Homer going home from his Santa training exhausted and bad enough his sisters-in-law made a visit. Homer never did like them but because of his love for Marge, he still tried to be cou rteous and said his hellos. The gentleness, like any beast or man has, had been placed above the brute that he was. However, Bart discovered his clandestine accidentally but they made a bond not to speak of it. When pay day came Homer only got a measly $13. He got really disappointed but Barney asked him to try his luck on a dog race and take the chance of doubling his earnings. Homer refused for he didn’t want Bart to grow-up with that kind of values. It was Bart who encouraged his dad to take the risk because he believed that miracles happen to unfortunate kids especially in Christmastime. Thus, father and son embarked on the journey to try their luck. But fate made a twist on Bart’s little hope for miracle. The dog they made a bet on lost and so did their measly hope for their Christmas gifts. Broken hearted they went home. However , with a twist of event, the dog ironically named Santa’s little helper, was booted out by its owner and as fate smiled on both unfortunate souls, they found refuge in the arms of one another. Homer brought home the dog and it turned out to be the best Christmas they ever had. Homer indeed provided but not with mere money but with the gift of love for his family.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   A father is also a source of wisdom and guidance. He is not just the role model in a family but considered as his children’s hero. A father’s advice is treasured like nothing else and he is remembered with it even until his next life.   Homer’s clumsiness and ignorant responses are attitudes wherein a person won’t dare to ask or even take an advice from. He would even sometimes strangle Bart whenever he catches him with his smart alecks. However, that is just a part of his comic act for humour sake. On episode 2 and 5, Homer exhibited the support, love and guidance an ideal father gives in spite of his once-in-a while shallowness. He gave his children a strong arm they can run to and a shoulder they can cry on. Homer handed down his advice as carefully as our forefathers handed down their gift of wisdom to the generations next to them.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Homer Simpsons is a comical proof of what human beings are in an ironic sense. Behind the humour and funny antics is the true father figure we have all known. He merely shows that there is always two sides of the coin, it could either be our bad or our good side. Homer Simpsons simply teaches us that we should never pass judgement to people by a mere look or by the way they talk, because their works and most of all their family might attest to their greatness above all.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚      References Groening, M et.al Burkes,J. , Simon,S. (Producers). Copyright 1990. Gracie Films. Twentieth  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Century Fox Film Corp.(Distributor).

Advantages And Disadvantages Of Touristm

Advantages And Disadvantages Of Touristm Tourism is the worlds biggest industry in the 20th century and has taken place for a very long time, it recognized as an important economic and social phenomenon. We are certainly believes that modern tourism can bring more advantages than disadvantages to popular tourist areas in terms of the culture, economic, environmental and society. In the following, we will focus to discuss the benefits and drawbacks of modern tourism in several areas which are mentioned before. In terms of society, high amount of tourist arrival can lead to create more occupation opportunity to the citizen in that city or country, consequence that can reduce the unemployment rate of that country. According to research of UNWTO Tourism Highlight, The report mentions that the international tourist arrival of the world has 2.9% rises on the average annual growth (UNWTO, 2010). It can be positively estimated that increase of tourism can increase the demand in service and tourist industry such as travel agencies, hotels, restaurants, bars, theme parks and sightseeing attractions. Thus, it cause the companies create more job positions to provide service to the tourist. Secondly, Tourism is the largest single industry in the world and it regarded as an exciting global business nowadays. According to the special designated topic of tourism on Independent Educational Magazine, it mentions that In the UK alone, 2.1 million people work in jobs supported by visitor spending. Both home and abroad, careers in the tourism industry attract a wide range of people with all sorts of interests and ambitions. (Tourism: The worlds biggest single industry, 21 September 2006) In brief, it can be said that the tourism industry can effectively to create more job opportunity as well as reduce the unemployment rate to that country. However, the modern tourism will bring several negative effects in our society. A vigorous of modern tourism causes concentration of tourism employment which is means the employees are lopsided in one of the tourist industry on that country. According to the Travel Daily News, Dublin has the highest concentration of tourism employment, with one-third of the total, followed by the BMW region with 25% and the south-west which has 15%. In 2004, Faille Ireland trained just under 10,000 people for careers in hospitality and tourism. (Theodore, 2005) In Dublin and other popular tourism of country, they will be facing a serious problem, because there have concentrated employment in one or few specific industry (e.g. hotels, bars, theme parks, transportation company). Consequently, the industry of the country will be focused on one-sided to the tourism and will put less effort to develop other area of industry, for example, the expense on education, citizen welfare or medical expense on gene ral public. Furthermore, if the tourism becomes more saturated, the poor employment opportunities would be offered to the workers such as the job is often seasonal, exploited and low-paying. Secondly, the modern tourism may affect the security problem in popular tourist areas, consequence that country will become more serious and hazards to visit and stay, for instance during the World Cup 2010 event, the robbery and car hijackings are frequently occur in South Africa. From the travel news World Cup 2010: crime threat to visitors is exaggerated, it mentioned that Much has been said in the build-up to the World Cup about South Africas crime problem and the threats to visiting supporters. The crime is a serious problem in South Africa, the countrys murder rate is 37.3 per 100,000 in 2009-10, and it is extremely high when compared to the global homicide rate of 7.6 per 100,000. (Burger, 2010). It can be say that the rise of crime rate can be caused by tourism. Base on the not fully dev eloped law system e.g. Africa, many lawbreakers will decide street robbery or muggings to the tourist when in high arrival rate of tourist during hosting the world event. In China, Pickpocketing, which is different to robbery, is more common in touristy areas especially in the crowed area (train stations, shopping hotspots, sightseeing attractions), because the criminals can easier to leave and Pickpocketing is easier happening on the foreign tourists. Thus, the crime activities can be increased by the modern tourism. Thirdly, the population problem will occur on some of countries or cities which are not big enough. Because of mass of the tourist arrival to the small city, the city becomes more crowded. For example, Hong Kong is a small city in China. Though, there have a mass of tourist travel in the city. There were 16.9 million of international tourist arrivals in Hong Kong in 2009 (UNWTO, 2010), In fact, many people and cars in the street and the place is very crowded no matter in the tourist spots, shopping Centre, restaurants and the hotels are always fully reserved by the tour agency. In short, the tourism will cause population problem to some small country or city that may certainly cause the citizen feel worse. As regards the Economy of the country, the modern tourism will bring a high economic income to that country. In the UNWTO Tourism Highlights, Edition 2010 which mentioned the data of tourism receipts, it said the international tourism receipts reached US$ 852 billion (611 billion euros) in year 2009 (UNWTO, 2010) which shows the country can get a high income from the tourist expense and therefore boost the economics of that area. Because the visitors expense their money on shopping, transportation, accommodation and dinning by spend theirs holiday in the unusual place. Moreover, the income comes from the tourism can be used on the national society. For example, it can used to improve the education system, infrastructure, welfare and promote its country. Eventually, the industry of economy of that country can be improved by the expenses of the modern tourism. Secondly, the modern tourism can provide more business opportunity and support to the small local company such as boat operatin g company, the souvenir shop. In Thailand, most of the local boat operating company provides some boat tour service to transport tourist to different islands for holiday to sightseeing and sea activities. Also, most of fishing boat will converse to the tour boat in the seasonal travel period, the fishing boat use to transport the tourist to gain additional income from tourism other than fishing. As a result, the local company and the fish boat operator can received more income from the tourism to support their own business. On the other hand, the modern tourism can easily affected by the unstable economic market. For example, in the Late-2000s financial crisis in 2008 to 2009, the worlds tourist industries were facing a serious problem, because most of peoples were turn down their travel plan and cancel theirs trip even they reserved a tour. Due to the depressed economic environment, most of the employee was dismissed by the company and the hotels, bars, shops were forced to close, as well as the industry in current country were attacked deeply. Eventually, the modern tourism will be destructed by the seasonal and unstable economic market. With regard to the Environment, the environmental sense of the general public can be improved by having environmental travel, because of environmental travel promotes environmental awareness to the traveler. In terms of Ecotourism, it means the tourists travel in the unpopular tourist spot, natural, and usually protected areas for example Amazon, New Zealand, South Africa (A. Martin, Lindsay D., 2011). Its purpose is to educate the tourist to protect our surrounding such as forest, river and the sea. On the other hand, the tourism activities of tourist will damage the environment and pollute the area. According to report of Air Pollution from Ground Transportation from United Nations (2002 edition), it said Transportation involves the combustion of fossil fuels to produce energy translated into motion. Pollution is created from incomplete carbon reactions, unburned hydrocarbons or other elements present in the fuel or air during combustion (Gorham, 2002) Therefore, the transportation (airplane, tourist coach, etc.) causes air pollution which releases the green house gases, various gaseous and liquid vapor such as carbon dioxide, carbon monoxide, dust particles and soot to our atmosphere during transporting to the destination place, seriously those product of combustion is responsible for the greenhouse effect. Moreover, the behavior of the tourist is needed to concern when they are traveling. Some low civism sense of the tourist may damage the historical relic and public property in the tourist spot. Consequence, the valuable historical relics are injured and cannot to repair at all. In terms of Culture, tourism activities can speed up the spread of dangerous diseases from one country to another country by the modern transportation systems such as airplane, train, coach. According to the Globalization 101 of Health and Globalization report, it stated that Between 2007 and 2008 there was a 1.8 percent increase in international travel. In the same way that ancient caravans and seagoing vessels carried illnesses from city to city, modern transportation systems do the same thing, only at a vastly greater speed. (Globalization101, 2010) Also, it mentioned increase of international travel have played a major role on spread of HIV and AIDS. Some scientist found that the HIV virus was originated in West Africa. However, unfortunately, it spreads out to other region. The main reason is global travel can cause increased dispersion of contagions and also disease can spread by traveling to different place. For example, the passengers take a long distance flight on airplane, recirculate air may cause a significant threat to passengers for contracting diseases such as tuberculosis, which is common lung disease and it is extremely contagious in air. Therefore, the other passengers may have high chance to get sick after taking a long flight, if one of the passengers is carrying virus to take flight. After we were focus to discuss the benefits and drawbacks in four dimension area (our society, economy, environment, and culture). It can be conclude that there are more advantages than disadvantage to popular tourist country or in specific area. The modern tourism can bring our government or industries receive more income and financial support. Also, more opportunity will be created by company to cope with a large amount of tourist arrival, and provide more job opportunity to the worker and small company. However, there still have many problem instigated by the modern tourism activities, we strongly believe that the government can completely solve these problems by setting up corresponding policy.

Anosmia Essay -- Argumentative Persuasive Senses Essays

Anosmia Have you ever wondered what your life would be like if you did not have one of your five senses? At some point in our lives we have all seen a blind or deaf person but how often do we wonder what it would be like if we were in their shoes? Many people take their senses for granted, not giving much thought to the fact that something as simple as bumping your head the wrong way or getting a cold could take away your sense of smell forever. Anosmia is the total loss of the sense of smell and affects approximately two million Americans (Wuensch, 2001). Of all the five senses, smell seems to be the least appreciated due to our society's beliefs that sight and hearing are more important for survival (Gillyatt, 1997). For most people, once they start to notice a decrease in their hearing or sight they go to the doctor almost immediately to fix the problem. However, because the sense of taste and smell are so closely related, many people attribute the problem to a lack of taste and do not se e their doctor until the damage is irreversible (Thomson, 2001). Anosmia is a condition in which although there are mild cases, more serious cases do exist which may jeopardize the victim's life. This disorder not only affects the person's life and safety, but also has psychological effects as well . In any case, anosmia should not only be taken seriously, but research should be continued in the hopes of finding better treatments. Lacking a sense of smell has similar psychological effects as those related to losing one's sight or hearing. For example, many blind people feel cut off from the world and isolated. This case is also seen in many people with anosmia. Some people with anosmia feel physically and socially vulnerable as well a... ...ed, Suckling, Suzuki, Swift, & Williams (2001). Functional magnetic resonance imaging of odor indentification: The effect of aging. Journals of Gerontology, 56A(12), M756-760. Gillyatt, P., (1997). Loss of smell: when the nose doesn't know. Harvard Health Letter, 22, 6-8. Morgan (2000). Olfactory event-related potentials in Alzheimer's disease. Dissertation Abstracts International, 61(5-B), 2773. Ogawa & Rutka (1999). Olfactory dysfunction in head ingured workers. Acta Oto-Laryngologica, 119(540), 50-57. Thomson, Corp. (2001). Senses- Loss of Smell: How it happens and what it means. Harvard College. Toller, Van (1999). Assessing the impact of anosmia: review of a questionnaire's findings. Chemical Senses, 24(6), 705-712. Wuensch, L. (2001, November 10). How frequent is anosmia? [Online]. Available: http://www.personal.ecu.edu/wuenschk/anos-freq.htm

Enders Shadow or Enders Game :: Free Essay Writer

Ender's Shadow or Ender's Game Journal - Enders Shadow Entry 1 In this story there is an alien race called the buggers, they have attacked earth before and now the I.F. (International Fleet) is training the younger generation to be commanders of the next fleet. The main character in Enders Shadow is Bean. He lives on the streets of Rotterdam, in the allies and under steps. Like many other children living on the streets, it is very sparse to find food. Most survive by the leftovers they find in the trash. Bean, being the smallest of the children was the skinniest of them all. He was extremely small. He was on his last few days of life and was so weak he gave up on finding food. That very day a crew leader named Poke (crews were a group of children that shared the food that they found and they had crew leaders) gave Bean 7 peanuts and she asked for his name. But he said he hadn’t received a name, so they called him Bean. There were food shelters that gave food out every morning but crews with young children couldn’t get in because of the older children that were bullies. And most of the time bullies would come and take food from the crews instead of beating them up. Bean had a plan to threaten one bully to protect the crew and I n return he would be allowed to live. They choose to pick the bully named Achilles because he was born with a bad leg and he needed the crew for his safety. They jumped Achilles and held a rock over his head and told him their plan and he agreed to go along with it but Bean told Poke to kill him as and example to the other bullies, but Achilles was smart and he persuaded them to let him be there protector. Entry 2 Achilles made a plan to get the children into the kitchens. When the bullies started lining up for the kitchen Achilles sent one of the crewmembers named Sergeant to the second place in the line budding in front of the meanest bully. The bully shoved the kid into the ground. Achilles came up to the bully and asked him why he pushed Sergeant into the bully in the front. Achilles explained how he was just saving his place in line, until he pushed him into his friend.

The Brain in Ecstasy :: Biology Essays Research Papers

The Brain in Ecstasy â€Å"LITTLE PILL WHITE AND ROUND GULP OF WATER, TURBO DOWN! ANXIETY NOW, CAN'T STAND OR SIT, JUST WAIT, DON'T WORRY, IT WILL HIT! IN HALF-AN-HOUR YOU RISE INSIDE, EVERYONE LOVES, NO HATE TO HIDE. EVERYTHING'S GOOD, THERE IS NO WRONG, IF THE WHOLE WORLD SWALLOWED IT, EVERYONE WOULD GET ALONG... WORLD PEACE I HAVE A VISION, CANNOT BE OBTAINED THROUGH RELIGION BUT CAN BE RESOLVED CHEMICALLY THERE IS A GOD CALLED ECSTASY!† - By Anonymous user of ecstasy (1). The various account of users of a drug known as ecstasy were among the most moving and perplexing reading that I had ever encountered. It is remarkable to imagine that each of us is able â€Å"to rise inside,† overcome the barriers of all negative feelings, and to love to our outermost capacity.... with some help from the little white pill. While most of the accounts that I reviewed had an overriding theme of experience of closeness, love, and peace, the accounts were very case specific: A writer finds a years lost muse, a girl â€Å"learns† how to love herself and others, a religious man finally achieves â€Å"spiritual expansion,† a couple is able to exchange sexual roles as if having their partner’s body, and the list goes on and on (2). But there are also negative experiences associated with the use of ecstasy, although they are documented much less. For example, a user describes his state after a trip on ecstasy: â€Å"for the next couple of days aft erwards I was an emotional wreck, paranoid as hell, shaking, involuntary muscle spasms, and my tonsillitis came back† (3). After a similar negative experience, another user who actually had to stop taking ecstasy because of the detrimental side effects it produced, comments: â€Å"It’s just a pity that people can’t feel like they do on Ecstasy, naturally† (4). Perhaps trying to understand how a chemical can cause a state of euphoria would help us figure out how to achieve it naturally. Then, we can make some sense of, or at least hypothesize about, the neurobiology which underlies the depth of human experience. From even some accounts I outlined above, one can see how complex the feelings brought about by this drug really are. Finding the muse and everything that encompasses it, is a quite complicated behavior, not to mention the vision of world peace and love! It seems unlikely that a simple chemical should cause such a wide range of effects.

Glaxowellcome

Case 21 †¢ The Headaches of GlaxoWellcome comply with regulations, and selling it to the end users while making a pro? t. In addition, there is a tariff for the import of candelilla wax into Japan of 3. 8 percent; this is for either ? rst or second re? ned candelilla wax. FUTURE OF THE CANDELILLA WAX INDUSTRY ? According to executives of Ceras Deserticas, the future of this market is promising. They expect growth in the future, although they they have not made public the actual estimated growth for the market. They are worried about the best path to take advantage of this growing and competitive market. The industry is consolidating and if Ceras Deserticas does nothing, it will either die or be taken over. As mentioned before, there are several joint ventures in which U. S. companies are investing in Mexico to guarantee a steady supply of candelilla wax. Both Ceras Nacionales de Mexico and †¢ 735 Multiceras have established joint ventures with American companies. They are p ursuing research and development to try to create a synthetic wax that can replicate the characteristics of candelilla wax and meet the requirements of end-users.DISCUSSION QUESTIONS 1. Of the three options options presented at the beginning of ? the case, what should Ceras Deserticas do? 2. Why would Mitsuba Trading Co. be interested in a joint ? venture with Ceras Deserticas? 3. What would be the advantages and disadvantages for Ceras ? Deserticas of a joint venture? ? 4. What strategy must Ceras Deserticas follow in approaching joint venture? C ASE 21 THE HEADACHES OF GLAXOWELLCOME Migraine medicine is a key growth area for Glaxo Wellcome Inc. Glaxo); a Britain-based pharmaceutical company with global operations. 1 Glaxo’s primary business is to market prescription products to physicians and healthcare providers. Glaxo was the ? rst pharmaceutical company to manufacture and market a revolutionary new class of prescription migraine medications called ‘‘triptansà ¢â‚¬â„¢Ã¢â‚¬â„¢. Triptans, which Glaxo launched in 1993, are a class of medications that work speci? cally on the 5HT-1 receptor sites, which are believed by doctors to be the primary cause of migraine headaches.In mid May of 1997, Sir Benjamin Palmer, the general manager of Glaxo’s CNS/GI Metabolic division, sat at the head of the conference table in room G-1 of the Glaxo Wellcome global headquarters in Stockley Park West, England. A group of 6 marketers (3 from the ‘‘Professional’’ team and 3 from the ‘‘Commercial’’ team) were staged in front of Palmer and two vice presidents of sales (East and West). The three of? cers listened attentively to the ? nal marketing presentation that more than 60 marketing team members had worked on for the past 19 months.The issue: How to launch Naramig, Glaxo’s new (second generation) prescription migraine medicine, in the U. K. In the back of Palmer’s mind were the following considerations: – Although Naramig was considered by Glaxo to be a better triptan than Imigran, in reality, there were some attributes of Naramig that were inferior to those of Imigran. – It was not as if Imigran had not been successful: Glaxo had captured 91 percent of the prescription medication market share (in ? s) for migraines in the U. K. – Glaxo expected the approval and launch of its competitor, Zeneca’s ? st triptan medication (Zomig) prior to that of Naramig, and likewise, expected Zeneca to market Zomig as a 2nd generation triptan. 8 1 Months Later 2 Early in February of 1998, a similar scene to that of 8 1 months 2 ago, in room G-1 of the U. K. headquarters, was taking place in a conference room located at the U. S. home of? ce in Research Triangle Park, North Carolina. Mark Glackin, U. S. General Manager of Glaxo’s CNS/GI Metabolic Division, considered several marketing options presented by the team for the U. S. aunch of Amerge, Glax o’s second-generation triptan that had been marketed in the U. K. as Naramig. 2 Although Glackin had several considerations to keep in mind, various factors and events gave Glackin a much different perspective than 1 that of Palmer 8 2 months earlier: †¢ How would U. K. hospitals and doctors react to Glaxo’s promotion of Naramig? †¢ Glaxo was apprised of the marketing strategy chosen by the U. K. for Naramig and its short-term results. †¢ What was the best product positioning of Naramig with respect to Imigran? This case was prepared by Jared Fontaine, Aaron C.Lennon, and Robert Moscato of the Fox School of Business and Management at Temple University under the supervision of Professor Masaaki Kotabe for class discussion rather than to illustrate either effective or ineffective management of a situation described (2001). 1 Today the company is known as GlaxoSmithKline, which was formed in January 2001 as the result of a merger between GlaxoWellcome and S mithKline Beecham. †¢ Zeneca’s Zomig had in fact been approved and launched in the U. K. prior to that of Naramig. The effects of Zomig on the success of Naramig and Imigran were therefore available for analysis by Glackin. Just as in the U. K. , Glaxo U. S. expected the approval and launch of Zomig in the U. S. prior to that of Amerge. 2 Like Amerge/Naramig, Glaxo’s research indicated that the name Imitrex would fare better than Imigran in the U. S. market. 736 †¢ Case 21 †¢ The Headaches of GlaxoWellcome EXHIBIT 1 The Businiess GW Portfolio: 1998 ?1,027m (+9%) ? 432m (+5%) ? 1,971m (+24%) Respiratory Viral Infections CNS ? 688m (? 44%) ? 749m (+1%) ? 1,209m (? 4%) ? 1,089m (+31%) (Migraine ? 645m) Migraine Bacterial Infections Gastro-intestinal Oncology Others % of Sales 28 17 15 9 10 10 6 14Total sales ? 7,165m increase of 2% †¢ Glaxo U. S. had launched the marketing promotion of Product Lines: Migraine Depression Gastrointestinal Imitrex (the U. S. brand name of U. K. ’s Imigran)3 Nasal Spray 5 months earlier. on pharmaceutical marketing, Glaxo U. S. could use directto-the-consumer (DTC) advertising to promote Amerge. †¢ Unlike the U. K. , which has stricter government regulations †¢ Allergy/Immunology/Respiratory Division Product Lines: Allergy/Immunology Asthma COPD COMPANY BACKGROUND GlaxoWellcome Inc. was formed in 1995 when U. K. based Glaxo Pharmaceuticals, a relatively young company, acquired U. K. pharmaceutical company Burroughs Wellcome in a corporate takeover. The acquisition made Glaxo Wellcome Inc. one of the top three pharmaceutical ? rms in the world with approximately 4 percent of the worldwide prescription pharmaceutical market. International Organization GlaxoWellcome Inc. is based in the U. K. with its Worldwide Headquarters located in Stockley Park West. As of 1997, Glaxo Wellcome Inc. had 22 local operating companies (LOCs) in 9 countries of which Glaxo U. S. was one. Although based in the U.K. , the U. S. market made up approximately 40 percent of worldwide sales, while the U. K. only accounted for 7 percent. Due to the rigid guidelines of the Food and Drug Administration (FDA), Glaxo’s products are generally introduced ? rst in one of the other 8 LOCs before gaining approval in the U. S. The majority of R&D and production for Glaxo takes place in the U. S. , U. K. , France, and Italy, each having both an R&D unit and manufacturing plants. Organizational Structure/Product Lines The organizational structure of Glaxo Wellcome in both the U. K. and the U. S. s based around its 3 divisions and the product lines within each of those divisions: †¢ HIV/Oncology Division Product Lines: HIV Cancer Glaxo sells prescription medications that fall into one of these three product lines. As of 1998, the migraine product line made up just over 9 percent of total Glaxo sales worldwide. The CNS/GI Metabolic division, of which migraine makes up 60 percent, grew 31 perc ent from 1997 to 1998 (see Exhibit 1). THE PHARMACEUTICAL INDUSTRY Pharmaceuticals are generally classi? ed into two categories: over-the-counter (OTC) and prescription medications.As of 1998, there were no OTC drugs speci? cally formulated for migraine. After a pharmaceutical medication has been developed, there are two stages: approval and marketing. Approval In order for a pharmaceutical company to market and sell any medication that they have developed, the product must ? rst be approved by the respective regulatory body of each country (FDA in the U. S. , MCA in the U. K. ). On average it takes 12 years for an experimental drug to travel from the lab to the medicine chest. Only ? ve in 5,000 compounds that enter preclinical testing make it to human testing.One of these ? ve tested in people is approved. Although each country has †¢ Central Nervous System/Gastrointestinal Metabolic Division (CNS/GI) 3 Market research showed that U. S. consumers would be more responsive to t he brand name ‘‘Amerge’’ than that of ‘‘Naramig. ’’ Case 21 †¢ The Headaches of GlaxoWellcome its own particular set of guidelines and speci? c procedures for approval, new medicines are generally developed and approved as follows: 1. Preclinical Testing—This is the exploratory process where a pharmaceutical company identi? es compounds through in vitro (test tube) testing.The deliverable at the end of this process are compounds that can enter Phase One of Clinical Testing. 2. Clinical Trials, Phases—There are three mandatory phases of clinical trials. These clinical trials study the medicine’s safety pro? le, how it is absorbed and distributed, the duration of its action, its ef? cacy, and side effects. 3. Application—Following the completion of all three phases of clinical trials, the company analyzes all of the data and applies for approval in the respective country if the data successfully demon strate safety and effectiveness. The application contains all of the scienti? information that the company has gathered. At this point, the regulatory body may request further information. 4. Approval/Refusal—Once the regulatory body completes the professional assessment of all relevant information, it either approves the application and the new medicine becomes available for physicians to prescribe, or, if unsatis? ed, refuses to grant approval. There is one important distinction between the U. S. and the U. K. in the approval stage of pharmaceuticals. In the U. S. , every medication must be approved by the FDA before it can be marketed and sold.However, because of the existence of the European Union (EU), it is possible that a medication may be approved in member nations without being professionally assessed and analyzed by each country’s respective regulatory body. This means that if one member nation’s (e. g. Sweden’s) regulatory body approves a medic ation, the applying pharmaceutical company can either ask the other EU member nations to ‘‘recognize’’ Sweden’s approval or apply to each member nation separately. If one member nation approves a medication, then all of the countries in the ‘‘Mutual Recognition’’ procedure have the same prescribing information.However, if a medication receives independent approvals, then the prescribing information will be unique in each country. The difference can have an effect if applying in each country separately produces slightly different results in the trial phases (e. g. , perhaps the trials show that a medication is more effective for its desired indication during trials in the U. K. as compared to similar trials performed in Sweden). Marketing In general, products are marketed and advertised solely toward the ? nal consumer. This makes sense since it is the ? al consumer that ordinarily has the ? nal say as to whether he/she will actually purchase the product. However, pharmaceuticals are marketed to physicians and hospitals that in turn decide if they will prescribe the medication to their patients. U. S. vs. U. K Although it is illegal for pharmaceutical companies to advertise their products directly to patient/consumers in the U. K. , †¢ 737 in the U. S. (as of 1997) direct-to-consumer (DTC) advertising is permitted. Research has shown that DTC advertising in the U. S. has a large impact on sales.The research shows that patient’s requests for speci? c medications marketed by speci? c pharmaceutical companies affect the companies’ sales to physicians and hospitals. The other major difference in the pharmaceutical industry between the U. S. and the U. K. is the extent of governmental coverage. In the U. K. , the health care system is socialized. Doctors are paid by the government with an additional payment per patient. Everyone is entitled to free medical care under the plan, which is fun ded by the National Treasury and Health Insurance Tax. The U. S. on the other hand, has not employed socialized medicine, although Medicare and Medicaid cover a signi? cant part of the population. Instead, the U. S. health care system follows an insurance-based coverage scheme whereby individuals buy insurance from a company, which in turn pays for their medical costs. HEADACHES AND MIGRAINES Doctors classify headaches into three main types: †¢ cluster headaches †¢ tension-type headaches †¢ migraines Cluster headaches are the most painful type but also quite rare and hence have not offered pharmaceutical companies a suf? cient market potential to pro? ably develop and market a medication speci? cally focused on curing these headaches. Tension-type headaches, while the most prevalent, are generally capable of being combated with over-the-counter medications such as aspirin and ibuprofen and hence, likewise do not offer Glaxo a pro? table market for which to develop a p rescription product. Migraines, on the other hand, are suffered by an estimated 26. 3 million people in the U. S. , 5 million people in the U. K. , and at the time of Glaxo’s launch of Imigran/Imitrex, were not effectively treatable with over-the-counter medications.Migraines are complicated combinations of intense pain (usually on one side of the head) and neurological symptoms like visual problems, nausea, vomiting, and sensitivity to light and sound, which often reduce the sufferer’s productivity and concentration and in some cases render the sufferer bedridden. In the U. K. about 18 million working days are lost to migraine sufferers a year. In the U. S. approximately 10 million migraine sufferers were bedridden for more than 3 million days per month and experienced 74. 2 million restricted activity days per year (as of 1989). Such statistics translate to lost workplace productivity ranging from $5. billion to $17 billion annually in the U. S. and sick pay and repl acement personnel costs of ? 750 million in the U. K. annually. Hence, in the early 1990s, Glaxo took advantage of the market potential for migraine-speci? c prescription drugs. 4 4 At the time of Glaxo Wellcome Inc. ’s entrance into the market for prescription migraine medicines, although doctors were prescribing drugs for migraines, these drugs were not migraine-speci? c but rather were drugs that were developed for general pain relief. 738 †¢ Case 21 †¢ The Headaches of GlaxoWellcome IMIGRAN/IMITREX In 1993, Glaxo Pharmaceuticals introduced in the U.K. and the U. S. , the ? rst medication (triptan) speci? cally formulated for the acute treatment of migraine. 6 Imitrex/Imigran when initially launched in March of 1993 was produced in injection form. In 1995 and 1997, Glaxo followed up the marketing of Imitrex/Imigran by introducing line extensions in the forms of tablets and nasal spray, respectively (see Exhibit 2). Imitrex/Imigran5 uncomfortable injecting themsel ves). Sales of Imitrex/Imigran worldwide grew from less than $350 million in the year of its introduction to more than $1 billion in 1997.Imigran/Imitrex SWOT Glaxo considered the strengths, weaknesses, opportunities, and threats of Imigran/Imitrex to be the following: Strengths—Imigran/Imitrex was the ? rst medication marketed toward speci? c migraine relief. Hence, Imigran/Imitrex had a strong brand image as the market leader, and in fact played a signi? cant role in the development of the migraine market. Imigran/Imitrex was also a potent medication with a proven ef? cacy; it was in fact very successful in relieving the pain of migraine headaches. Although there were some side effects associated with the medication, Imigran/Imitrex has a proven safety pro? e. The fact that Imigran/Imitrex is offered in 3 different line extensions offers Glaxo a ‘‘portfolio’’ of relief to offer to various patients. Weaknesses—The fact that Imigran/Imitrex is a potent medication has its downside as well. The medication proves to be too powerful for some patients, which therefore limits its use. Moreover, Imigran/Imitrex is expensive relative to OTC products that were used to ? ght headaches. This weakness of being expensive is exacerbated by the fact that the medication has a high rate of recurrence (a patient may need to take the drug more than once during a migraine).Although Imigran/Imitrex is proven to be safe, because of the side effects (e. g. , tightening of the chest), there is a perception by some that the medication is not safe. Opportunities—Glaxo felt that having 3 product line extensions opened up the opportunity to perhaps exploit Imigran/Imitrex as a medication that is right for every kind of migraine sufferer. The biggest opportunity for Glaxo and Imigran/Imitrex is the fact that the migraine market was completely underdeveloped. EXHIBIT 2 Line Extension Injection Tablet Nasal Spray U.K. 3/1993 5/1995 5/1997 U. S. 3/1993 7/1995 8/1997 These line extensions were spurred by the fact that only a small percentage of the total 26. 3 million migraine sufferers had ever tried Imitrex/Imigran in injection form. Hence, Glaxo, even 2 years after the introduction of Imitrex/Imigran injections, viewed the potential market as wide open. The injection formulation of the product provides the fastest relief—as early as 10 minutes; the nasal spray—as early as 15 minutes; and the tablet—as early as 30 minutes.Hence, Glaxo has been successful marketing the injection form of Imitrex/Imigran using a strategy of ‘‘quick-relief’’ (an aspect that is very important to severe migraine sufferers) and successful marketing the tablet and nasal spray forms of the drug using a strategy of ‘‘easy and painless administration’’ (an aspect that is important to migraine sufferers who are 5 The launch of Imigran/Imitrex came prior to the Glaxo Pharmaceutic als’ acquisition of Burroughs Wellcome, Inc. 6 Glaxo used the brand name Imitrex in the U. S. nd the brand name Imigran in the U. K. for the same product. Market research showed that the name Imitrex would fare better with U. S. physicians and hospitals. EXHIBIT 3 GlaxoWellcome Worldwide Migraine Franchise $m 1,200 1,000 800 600 400 200 0 1993 Injection 1994 1995 Tabs 1996 1997 1998 Nasal Spray Case 21 †¢ The Headaches of GlaxoWellcome Threats—The two main threats to Imigran/Imitrex are that of competition and cannibalization. Glaxo was aware that Zeneca was close to marketing a competitor triptan called Zomig. SinceImigran/Imitrex had been on the market for over four years, Glaxo felt that Zomig would be marketed as a ‘‘second-generation’’ triptan (an improved version of Glaxo’s ? rst-generation Imigran/Imitrex). Imigran/Imitrex had also experienced some cannibalization effects between its 3 line extensions (see Exhibit 3). The Un derdeveloped Migraine Market As of 1997, the fact of the matter, was that approximately 90 percent of migraine sufferers were not being medicated with a triptan (see Exhibit 4). This meant that many people were still taking ineffective OTC drugs to combat their migraine pain.Accordingly, Glaxo considered the market for ‘‘triptan’’ drugs to have great potential. †¢ 739 Exhibit 5 shows how Naramig/Amerge speci? cally compared to Imigran/Imitrex as a migraine medication. EXHIBIT 5 Imigran vs. Naramig MEASURE Speed of onset Peak efficacy Consistency of response Tolerability Incidence of chest pain Incidence of recurrence ORDER (best first) Imigran > Naramig Imigran > Naramig Imigran > Naramig Naramig > Imigran Naramig < Imigran Naramig < Imigran EXHIBIT 4 Migraine market = underdeveloped 48 million migraine patients 586 million migraine attacks/yearNaramig/Amerge SWOT Glaxo considered the strengths, weaknesses, opportunities, and threats of Naramig/Amerge to be the following: Strengths—Although not as powerful as Imigran/Imitrex, Naramig/Amerge was effective in relieving migraine pain. Its biggest strength, relative to Imigran/Imitrex was its mildness; the side effects caused by Naramig/Amerge were substantially less compared to Imigran/Imitrex, which gave it ‘‘user friendly’’ image. Its long duration of pain relief gave Naramig/Amerge a low rate of recurrence; 67 percent of patients require only one dose of Naramig/Amerge over a 24-hour period.Naramig/Amerge was able to be marketed as a true second-generation triptan (an improvement on the ? rst) since Glaxo was the company that had introduced the ? rst triptan medication. Weaknesses—The major weaknesses of Naramig/Amerge were twofold. First, it had a slow onset of action. This of course would turn off patients looking for fast relief. Second, Naramig/Amerge had only been developed in tablet form and therefore lacked marketability in terms of line extensions. Opportunities—The market opportunity for Naramig/ Amerge was quite obvious.At the time of Naramig/Amerge’s approval, only 10 percent of all migraine attacks were being treated with triptan drugs. This meant that 90 percent of migraine sufferers were either not being treated at all, or treated with relatively ineffective medications. Threats—Like Glaxo’s ? rst-generation triptan, Naramig/ Amerge’s biggest threat came from Zeneca’s Zomig. Although it was unclear how successful Zomig would be in stealing Glaxo’s market share and expanding the market through sales to the untapped 90 percent, what was clear was that Zomig was likely to be approved in both the U.K. and the U. S. prior to Glaxo obtaining approval for Naramig/Amerge. COMPETITION 60 Triptan Rx = 10% 526 Million Attacks Since its introduction in 1993, Imitrex/Imigran had clearly played a role in de? ning patient expectations. However, combining its awareness th at Zeneca was in the process of developing Zomig and the fact that Glaxo, as a company, was always looking to bring new medications and improvements to the forefront, Glaxo had worked on developing a secondgeneration triptan of its own.Company research revealed that for a new triptan product to be successful, patients and doctors would require it to be as effective as Imitrex/Imigran but with a longer duration of pain relief and a lower side effect pro? le. NARAMIG/AMERGE Naramig/Amerge, Glaxo’s second-generation triptan, was actually being developed prior to the launch of Imigran/ Imitrex. 7 Amerge/Naramig, only available in tablet form, tested to have both a longer duration and a lower side effect pro? le than Imigran/Imitrex.Although Naramig/Amerge was considered by Glaxo to be a better triptan than Imigran/Imitrex, in reality, there were attributes of Naramig/ Imigran that were inferior to those of Imigran/Imitrex. 7 Glaxo, as with Imigran/Imitrex, used the brand name Nar amig in the U. K. and the brand name Amerge in the U. S. for this new ‘‘triptan’’ drug. This decision was once again a product of market research. When Glaxo Pharmaceuticals acquired Burroughs Wellcome in 1995, they had already launched Imigran/Imitrex (1993). 740 †¢ Case 21 †¢ The Headaches of GlaxoWellcome However, Burroughs Wellcome was also developing a triptan of its own.When the takeover took place, the Federal Trade Commission (FTC) forced Glaxo Wellcome to divest one of its triptan formulations because of antitrust implications (i. e. , monopolization). Having already successfully marketed Imigran/Imitrex, Glaxo Wellcome of course chose to divest the triptan that Burroughs Wellcome had developed. (Burroughs only completed about 55 percent of the clinical trials. ) Zeneca purchased the rights to this incomplete triptan and ? nished the further development and application process of what came to be Zomig.Glaxo had the following assumptions a bout Zomig: powerful means of maximizing market share, Palmer was unsure of the logistics of such an approach and worried about the ethical considerations of focusing the promotion of their product in areas based on factors such as socioeconomic status. Also, Palmer considered the fact that such a strategy may overlook patient needs. 3. An Alternative: Whereby Glaxo would market Naramig as an alternative to Imigran/Imitrex, (e. g. , superior; different; similar). The pros of the ‘‘Alternative’’ strategy were that it could detract from competitor noise, and could in fact devalue the image of the econd-generation triptan. This latter aspect may be an effective way to combat Zomig. The biggest drawback of this strategy was the idea that if there were no clear message (in terms of the medication that was best for migraines) it could lead to confusion and hence hurt Glaxo’s image. 4. Replacement: Whereby Glaxo would discontinue the marketing of Imigran an d focus solely on Naramig. This option ? t well with the overall concept that Naramig was an overall superior drug to Imigran. It would also allow Naramig to gain all the bene? s of a new compound: ‘‘secondgeneration,’’ safety, and low recurrence. However, Palmer worried about the confusion that would accompany such an approach and if a ‘‘Replacement’’ strategy would devalue Glaxo Wellcome in the eyes of physicians and hospitals. 5. Don’t Launch: Whereby Glaxo would only continue to market Imigran and never launch Naramig. Although this strategy might class all triptans as the same, negating Zomig as a second-generation, Palmer had already made up his mind that not launching Naramig was a waste of an opportunity and of resources that went into developing the medication.There was also the consideration that Zeneca would still be able to accomplish marketing Zomig as a second-generation triptan and leave Zeneca with an open ? eld. Naramig in the U. K. Palmer and his team chose a ‘‘Replacement’’ strategy for Naramig. This involved ceasing all promotion of Imigran (except to the extent of sales for patients who were already using Imigran) and positioning Naramig as the recommended starting place for migraine patients. Palmer felt that replacement was the best way to attract triptan-na? atients and ? ve capture the untapped market. Glaxo focused the promotion around Naramig as a ‘‘patient-friendly’’ medication providing patients with the best relief on the market. The results showed that the replacement strategy met Glaxo U. K. expectations. Naramig proved to be effective for migraine headaches in the majority of patients. In terms of the 90 percent untapped market, Naramig was preferred by 67 percent of previous non-triptan users. Exhibit 6 shows worldwide sales of Glaxo Wellcome’s two triptan drugs.It is clear that the replacement strategy thwarte d the growth of Imigran, and that Zomig and Naramig were both successful in expanding the market. PRODUCT POSITIONING: U. S Mark Glackin was now faced with the same decision that Palmer was faced with 8 ? months earlier. What was the best strategy to market Amerge with respect to Imitrex in the U. S. †¢ Like Naramig/Amerge, Zomig had a lower recurrence rate than Imigran/Imitrex. †¢ Zeneca would be successful in marketing Zomig as a secondgeneration triptan even though it was the company’s ? rst triptan. This was simply an issue of timing. Zomig’s ef? cacy was comparable to Imigran/Imitrex. †¢ Zomig would be launched in both the U. K. and the U. S. prior to Naramig/Amerge gaining approval in both markets. PRODUCT POSITIONING: U. K Sir Benjamin Palmer sat in his of? ce weighing all the information he had just learned in the marketing meeting. There was only question to be considered; the considerations were complex; the answer to that question was crucial: the success of a major product line of Glaxo Wellcome hung in the balance. How should Glaxo Wellcome U. K. , position its new triptan Naramig?Palmer wondered how U. K. hospitals and doctors would react to Glaxo’s promotion of Naramig when Imigran had been the ‘‘gold standard’’ for the past 4 years and had captured 91 percent of the prescription migraine medication market share. Palmer’s bigger concern was how to position Naramig with respect to Imigran in order to capture the 90 percent of the market that was untapped (see Exhibit 4). Although Naramig was considered to be a better triptan than Imigran, perhaps there were new patients who would be partial to the characteristics of Imigran.Just as important was what positioning strategy would be the most effective in ? ghting off the attack of Zeneca’s Zomig that Palmer expected to be launched in the U. K. prior to that of Naramig. Palmer had been presented by the marketing team with ? v e positioning strategies for Naramig: 1. Based Segment: Whereby Glaxo would target its marketing efforts toward different patient types. (e. g. , adolescents; elderly; chronic migraine; Imigran/Imitrex nonresponders; and patients who do not tolerate Imigran). Using such a strategy would allow Glaxo to promote Naramig where Imigran was weak to increase market share.At the same time, though, it was not clear as to how the market should be segmented, or how able physicians would be to identify such segments. If in fact physicians had trouble identifying the different patient types, the effect may be to confuse the prescribing process. 2. Distribution Based Segment: Whereby Glaxo would segment the market based on distribution channels. (e. g. , hospitals only; clinics only; private channels; less wealthy areas). Although Glaxo considered this option to be a Case 22 †¢ Benetton †¢ 741 EXHIBIT 6 Sales (? m) 700 600 500 400 300 200 194. 04 100 35 0 8 6054 282. 588 362. 346 539. 4 51 Triptan Revenue 662. 12 671. 797 would have to consider this difference along with the differences in the respective health care systems. Would Glaxo U. S. be successful in using DTC advertising to offer a portfolio of migraine medication to various types of migraine patients, or should the U. S. follow a similar replacement strategy as the U. K. and position Amerge as the best migraine medication available. Glackin considered the same 5 options for Amerge positioning as Palmer had considered 8 ? months earlier for Naramig: 1.Clinical/Patient Based Segmentation 2. Distribution Based Segment 3. An Alternative to Imitrex 4. A Replacement for Imitrex 5. Don’t Launch Amerge at All DISCUSSION QUESTIONS 1993 1994 Imigran 1995 1996 Zomig 1997 1998 Naramig market? Glackin had several considerations to keep in mind including the results of the ‘‘Replacement’’ strategy chosen in the U. K. , and the effect of Zomig as a competitor. As was the case in the U. K. , Imitrex had largely de? ned the market for migraine medication and had been quite successful in capturing customers.Glackin also expected that Zomig would be launched in the U. S. prior to that of the approval of Amerge. The U. S. had recently legalized DTC advertising. Glackin 1. Why is GlaxoWellcome introducing a second migraine medication? 2. How should GlaxoWellcome position Naramig in the U. K.? 3. Was the actually chosen strategy (option #4) the best decision? 4. How should GlaxoWellcome position Amerge in the U. S.? C ASE 22 BENETTON COMPANY BACKGROUND Benetton was founded as a single shop in Italy in 1965. Three years later the company expanded into France.Eventually, Benetton spread throughout Europe and by 1979 it was established in the United States. Benetton Group S. p. A is a unique global group that is a part of a larger organization known as the Edizione Holding Group. This is the holding company through which the Benetton family has ownership in many different b usinesses including hotels, publishing, and real estate. The Edizione Holding Group as well as the Benetton Group was founded by the Benetton family, which is made up of four siblings: Luciano, Chairman; Gilberto,Deputy Chairman and Joint Managing Director; Carlo, Director; and Giuliana, Director, who own and run the company as shown in Exhibit 1. Luciano’s son, Alessandro, is also one of the eight Directors. This global Benetton Group specializes in designing and manufacturing of clothing within the textile-apparel sector of industries, and combines this know-how with the strong identity and image of world-leading sports brands that have been incorporated through the acquisition of the Benetton Sportsystem business.These sports brand names are encompassed under the Playlife label and include Rollerblade, Killer Loop, Prince, and Nordica. The clothing sector includes casual and sportswear, consisting of the Sisley, United Colors of Benetton (UCB), and Undercolors of Benetton brands, which are mainly produced and distributed by the Automated Distribution Center in Castrette, Italy, the factory that produces over 90 million items of clothing each year. There are production facilities in France and Spain as well. These ? ished and packaged products are the dominant production category for the company and are distributed directly to the Benetton Group’s 7,000 retail stores located in 120 countries, of which only 55 stores are owned by the company, with the remaining stores independently owned and operated. The second production category for Benetton comprises the sports equipment and performance-wear item and a third category encompasses items such as footwear, bags, and accessories. Benetton’s overall turnover amounts to about 4,000 billion lire.Recently, in 2003, the company initiated an effort to diversify away from its main clothing business by moving to acquire Italian highway operator, Autostrade. This case was prepared by Eunjung Jenny Chun, Juliet Freedman, and Nicole Parker and updated by Sonia Ketkar of the Fox School of Business and Management at Temple University under the supervision of Professor Masaaki Kotabe for class discussion rather than to illustrate either effective or ineffective management of a situation described (2003).