How magazines position their audience Essay

Most life style magazines position their audience by adopting a particular mode of address which is aimed to create a relationship between the magazine and it’s audience, for example the front cover of FHM (September 2003) includes the following cover lines: ‘Dress better than Becks’ ‘Mess with her head’ and ‘Biggest ever world sex survey’. These cover lines speak to the audience, which in this case would be men, by saying if you buy this magazine we will show you how to dress better than one of England’s top footballers. It identifies with the single male and how to get revenge on your ex it also invites them to be a part of the biggest ever sex survey, this reinforces the bond between the magazine and its audience and makes them feel a part of an exclusive club. The front cover of FHM (September 2003) attempts to hook its male audience by using an image, which represents female sexuality. The picture of a female celebrity in a provocative pose wearing just her underwear takes up most of the page. It is used to grab its audience’s attention on the basis of male and female attraction. The fact that it’s a celebrity means it’s not just anyone, its someone famous and the use of her first name means it is a more informal approach and helps the audience to feel closer to this sexy female. FHM is in competition with emap’s Loaded and GQ, which means that their front cover has to stand out above all the rest. FHM uses the exclusive photo shoot of Samia and the Biggest ever world sex survey to promote their magazine as better than any other. The ‘Exclusive’ shoot of Samia means this has not been done for any other magazine, just for the readers of FHM. The FHM title has been partially covered up by the main image, which suggests that the magazine is well established and no longer needs to show its full identity. The front cover of FHM has typical generic conventions of a male lifestyle magazine, such as the image of a sexy female, it mentions Becks and fashion which has intertextual links with football and has major sexual connotations with the promise of soft porn (Samia’s sexy shoot). It also includes inside stories on females and sex (girls on the sofa discuss cocks). The red writing adds to the sexy image as red is symbolic of love, lust and sex and it also helps the magazine to stand out. The FHM magazine fulfils the needs of diversion as it gives its audience the chance to escape from their daily routine through reading about more light-hearted matters such as sex, women and cars. It also fulfils the needs of personal relationships by offering companionship as it identifies with its male audience and helps them to feel a part of an exclusive social group. By using the cover lines Best of British, Mess With Her Head and the mention of Arnie (Arnold Schwarzenegger) it gives the audience personal identity and reinforces the norms and values of masculinity and manpower (Mc Quail, Blumer and Brown 1972). Male lifestyle magazines can be seen as stereotypical of men and male values. Using the front cover of FHM (September 2003) as an example, it suggests that men are only interested in sex, nude women, football and male dominance as most of the page is taken up by the half naked image of a woman. The features mentioned on the front cover are mainly to do with sex, cars and getting revenge on women. The FHM title is made up of the colours of the British flag and the caption Best of British. This can be seen as patriotic which also implies male dominance as Britain is a patriarchal society (male dominated) and therefore reinforces the idea of manpower. Male lifestyle magazines can also be seen to portray a bias ideology of women as most of the women in their magazines are very pretty, thin and sexy which assumes that all men who read these magazines are attracted to this type of woman. This is not always true of all men and therefore gives a false impression of the male expectations of women. This representation of women is also not necessarily the true reality of what most women look like and could be seen to pressurise women and men conform to this stereotypical expectation of the perfect woman. This would depend on how the specific audience of these magazines position themselves in relation to the text and whether they took the preferred reading and accepted this to be normal, negotiated what they thought and interpreted it how they chose to or opposed the reading totally and therefore this type of magazine may not appeal to them. (Stuart Hall).

English Language Learner Essay

The United States still represents to the rest of world a land of opportunities. Immigration occurs when people from all part of the world make their way here to start new lives, find their new jobs or build new homes. Some leave their country to flee from oppression and injustice. Some want a life to escape poverty. Now the English Language Learners in America school constantly growing percent of all U.S student-There are more than five million children who are English Language Learners (ELLs). Research show that Bilingual Education is beneficial to people who learning English to support their English Language also native language and to retain. The Bilingual Education is more effective to English Learners research that students who are educate in Bilingual classrooms do as well as or better than the groups of English sold literacy skill, cause of their thinks are just would cover their miserable life by money, that’s all they have to do. The challenge faced by English Language is an obstacle to their education success in this country. Amount of students who participating to learn English are enrolled in U.S. public schools (pre-K-12) increased by 8.5 percent, from 46.0 million in 1997-1998 to mostly 50 million in 2007-2008. In them, at least 10.7 percent or more than 5.3 million children were English Language Learners (ELLs). Over the time, the number of ELL increased by 53.2 percent, from 3.5 million to 5.3 million) in the same period, this statistic was show that there is no signal to stop and might be grow up in the future. The nation’s ELL student (about 1.5 million children) mainly lived in California, state with the largest amount of student in need of English instruction. Behind California, the three states also contained an amazing number of ELL enrollment: Arizona (166,572), New York (213,000), and Texas (701,800). All English Language Learners are definitely struggling to learn English sometime, they were fail to understand what is the teacher talking about, and may become unpleasantness when they have an idea but cannot transmit wholeness express their thoughts in English. That’s might be a biggest problem for ELLs who would like to speak English well but don’t want to learn English. Meanwhile, many students experience another kind of struggle, when they go home, they speak different language in which their parents  communicated. But a lots immigrant students of ELL have a habit of fluency in English and so want to give up their native language. They pressure to speak English at school; they are expected to speak their native language at home. In the education process, there is â€Å"English-only Laws do not help Immigrant gain fluency in English â€Å". Some individually consider that being not only of English Language Learners (ELL), but of American communities as a whole. The governments do not promote English as official language so much as they make discrimination to different kind of language. However, ELLs should not receive English-only laws, instead achieve literacy, it makes disconnect to immigrant who want to keep their tradition. Beside of that, an obstacle for all students of ELLs that they must to receive the same program such as student spokes of native English when they are during education process, many trammels as reading literature in English cause most literature is culture bound. Students who desire to speak English fluency must struggle for several year before they understand everything that is said i n their classroom, and that is discrimination for all ELLs as they received entire subjects with not their language such as mathematics, science, social study, language art,†¦ while their literacy skills do not well at all. Bilingual Education – consider that such as education in an English-language school system in which students with little fluency in English are taught in both their native language and English. Research show that Bilingual Language is the effective choice and definitely benefic for English Language Learners. It not only helping to advantage of ELLs to become solid literacy skills with both language, Bilingual Education also support to students develop ability of communication with international. The review found that almost K-12 students show who have been educated in bilingual classroom, enroll in programs that have high level of bilingualism probably do as well as or might be better than comparison group of English Learners in English-only program. English Learners want to improve their English as well as they could be, but they also receive a lot of challenges from English. As you are learning any new language, it takes a lot of dedication, practice and time. But all of that will pay off when you are able expressing yourself in an exciting way. You have to know what is your first step will going to be, then just keep going and expand all experience that you have become perfectly. Also, the English teacher should  purposefully select words and sentence structures that will help students learn rather than hinder their success in class or practice for them to listening, specific is talking to improve their pronunciation. Eventually, English Language Learners could be received a lot of challenges by English Language as they struggle to fit into a new society, learn a new language, improving the achievement of communicate ability with international. However, English has been the common world-wide language, and it will be in the future. For this reason, English Language Learners must be insist that practice and policy by based on the best evidence we have and not on politics or predilections.

Hrm Challenges in Staffing

EMGT N441: Human Resource and Relation Management Scenario: This task requires you to work in teams of three or four students to prepare a report and then deliver a 15- 20 minute presentation to your teacher and your peers. Due date: Week 8 Assessment weighting: 20% (50 marks for the group report and 50 marks for the presentation) Guidelines: 1. With reference to the HRM topics discussed in weeks four, five and six in your EMGT N441 class, choose any one of the HRM topics. Analyze the selected topic with reference to the UAE. Submit a group report including the following requested information.A. A general overview of the topic chosen by your group. B. Critical evaluation of the topic you have chosen. Your evaluation of the importance of the topic in the UAE business environment. C. State what you think are 3 current HRM challenges for the UAE with reference to the selected topic. D. Provide at least 3 academic references and 2 industry examples to show that you have applied your acad emic knowledge to industry. E. Give 3 detailed recommendations for improvement (remember to provide supporting evidence). The report should be in the range of 2000 to 2500 words. . The report then should also be converted into a power point presentation. The presentation requires between 6 and 8 PowerPoint slides. Each of your group members will be required to equally participate in the presentation of 15 to 20 minutes duration. 3. At the end of the presentation the audience/teacher will ask the presentation team 3 questions. Please be confident of your subject material and be prepared to justify any statements that you made in your presentation. Follow the attached marking scheme to complete all sections of the report and the presentation.Key to grading criteria Late Assessment Guidelines Guidelines for Late Submission of Coursework Assessments Preamble Due dates for submission of all college-based coursework assessments are set on the portal and confirmed in class a week before th e due date. It is the responsibility of the student to ensure s/he submits the assignment to the class teacher at the stated time. Policy In the absence of extenuating circumstances, a student who does not submit a course-work assessment on the due date will receive a zero grade for that assignment.If extenuating circumstances apply, the student has to submit valid documentation to the Department Chair within seven days of the missed assessment. Procedure 1. Students who miss (or expect to miss) the due date for a coursework assessment due to extenuating circumstances must meet the Department Chair (or AF) to submit the relevant documentation (application form and document detailing the reason for the late submission). 2. The Chair will decide if extenuating circumstances apply and may give permission for a late submission of the assessment. This date is not negotiable. 3.Students who have no acceptable explanation for submitting late will receive a grade of zero. Missed Assessment Guidelines Preamble Dates for all in- class and system wide assessments are set on the portal and confirmed in class a week before the assessment. Other than illness or unforeseen emergency, there should be no reason for a student to miss an in class assessment or turn up late. It is the responsibility of the student to ensure s/he arrives in good time for an assessment on the correct day. Policy: In the absence of extenuating circumstances, a student who misses an in-class timed assessment (test) will receive a mark of zero.In exceptional circumstances, approval to take a missed assessment at another time may be given by the Program Chair. Where a student disagrees with the Chair’s decision they have the right of final appeal to the Director through the Dean. Procedure: There are no college-wide procedures. Each instance will be dealt with on a case by case basis by the individual Chair of the department. In the Business department, approved students to take missed assessmen ts must inquire about the calendar for make-up assessments. Failure to appear on the rescheduled day will result in a new missed assessment process.Academic Honesty Cheating is an attempt to gain grades dishonestly. It is important that you read page 10 of the Students Handbook, paying attention to the Definition of Cheating as well as the practical examples. Plagiarism is copying and the presentation of someone’s work as your own. This could be from another student’s assignment/projects, books or the Internet. This can be either intentional or unintentional (did not know it was necessary to reference material used in essays or written assignment). Plagiarism is also considered as a form of cheating and the penalty for cheating is outlined in student Handbook. Any student found guilty of cheating will be dismissed by the Vice Chancellor on the recommendation of the College Director. A record of this shall be entered in the student’s official record and transcrip t†. You will be requested to read and sign the Academic Honesty policy document. When you sign this you will be confirming that you understand the policy and the consequences of breaching it. Further information on HCT policies and procedures can be found in your HCT catalogue or on the web catalogue at: http://www. ct. ac. ae/publications_and_reports/aspx/student_handbook. aspx Referencing Guidelines Sharjah HCT business courses use both APA and MLA referencing style depending on the program level. Information on referencing can be found on the Referencing page of the Sharjah Colleges ILC Website: http://shct. hct. ac. ae/sites/library_site/referencing. html This page provides links to   the Sharjah Colleges APA and MLA referencing and style guides and to NoodleTools, a web-based service for storing and formatting references.

The Observation Instrument Paper Essay Example | Topics and Well Written Essays - 750 words

The Observation Instrument Paper - Essay Example This renewed interest has been stimulated by the education accountability movement, the teacher minimum competency movement, and the continuing emphasis on excellence in education Contemporary teacher classroom performance†. (Carolyn Lavely,   Neal Berger,   Joseph Blackman,   John Follman,   Jan McCarthyObservation instruments Education,   Summer, 1994    - retrieved on 4/11/2008 rethttp://findarticles.com/p/articles/mi_qa3673/is_/ai_n28646693) The class room teacher observation instruments will help a teacher for a diagnosis about his level of teaching. How far a teacher is effective for the students in the classroom? What are the defects of the methodology implemented by the teacher? How can a teacher correct himself? Which errors should be corrected and which should be ignored? Who should be correcting the errors? Is it appropriate to correct the mistakes in the classroom itself? These questions can be answered in order to improve the level of teaching with the help of observation instruments. The most commonly used classroom teacher observation instruments are â€Å"Classroom Observation Form Open Ended – (Form A), Classroom Observation Report, Classroom Observation The observer will check the development of learning materials, Use and selection of instructional materials, the learning climate, variety of materials used, preparation of the class session, method of instruction and student participation, student responses and feedback, learning difficulties etc. using the Classroom Observation Form Open Ended – (Form A). The observer can study whether the objectives for the specified class given or not. He can also analyse the outcome of the instruction. He can also analyse the appropriateness, quantity and quality of the instructional materials used. The class climate also can be analysed using this instrument. The overall activeness, the student attitude towards the topic and the teacher, their participation and the teacher’s

National curriculum article related Example | Topics and Well Written Essays - 2000 words - 1

National curriculum related - Article Example In an argument by Rosen (2014) the effects of the modern day intervention systems are significant. The author terms the modern generation as a failure (Rosen, 2014). This assumption is created considering that incidences across the globe depict ignorance and unprofessionalism. One major incidence was the Iraq war. The war was criticized across the globe as other states felt the war breached human rights clauses. However, perpetrators continued pursuit of rebels in the country.It depicted how much people are exposed to an unethical education system. There should be a great similarity between what a people feels right and what is actually right (Rosen, 2014). Additionally, one should be able to identify the appropriateness of what s require from them. This depicts the difference between education systems different people are exposed to. Rosen (2014) is of the assumption that education intervention systems have failed the modern generation. The modern education system rarely focuses on the provision of child centered education. This influences the level at which a child perceive the society with ignorance. It takes more than a good educational system to equip a child a success tool. To further evidence the lack of professionalism in the education system, the Great Banking Chris in the year 2000 proved the lack of appropriates in the quality of human resources provided by the modern educational system. Across the United Kingdom, numerous schools have failed to put in place resources that would enable the free provision of free meals. Institutions cited the lack of enough financial resources to set up a free meals system. However, the government has given schools until September to put in place meal provision systems that will cater to the provision of free meals. This mandate to schools will be aided by the state as it will fund the

Skepticism Essay Example | Topics and Well Written Essays - 750 words

Skepticism - Essay Example In addition, some people decide to moral because they respond to moral choices and dilemmas in the manner they have witnessed or seen their friends, parents, and role respond. Therefore, some of the time some people chose what is moral because they have learned that doing that sort of thing is right and good. People are moral because our reinforcement comes from instinct for self-preservation; briefly, self-interest is the cause of being moral. On the other hand, some people choose to be immoral due to the fact they desire to attain certain things for less efforts. For instance, a person may decide to steal in order to get money because they know working is tedious - so stealing is an easier way of obtaining money than working. Â  Morality is about both obeying the set rules and evaluating the consequences. There are certain rules and regulations that set out by society that must be respected in order to live in harmony with other people, therefore people will tend to be moral by ob eying the set standards in society. People maintain their moral status because they assess the result of their actions. For instance, a person is fond of telling lies and s/he will think of what happens when the truth will finally be realized (Kurtz 56). Therefore, people will choose to be moral in order to live harmoniously and avoid harming oneself. For instance, Descartes was skeptical about everything he did in that his life was characterized by constant thinking and questioning. He doubted everything, and it is only through this he claimed search for true knowledge. Descartes doubted his own existence in order to establish reflective thinking and questioning. Socially, Descartes relation with the society was not that of an outgoing person. He spent most of his time improving his previous writings or coming up with new ideas. The Discourse on method is one of his notable publications among others. In his work, Structure of the Meditations, Descartes gives preeminence to meditati on as one of the best ways to find what is true (Descartes 45). For somebody to suggest meditation, it means that he has meditated before. Meditation, according to him, is focused on ignoring every truth and belief of this world. At the end, he was able to establish true knowledge of what is right and wrong in society. Every person develops his own original position on which he or she decided principles of justice behind the veil of ignorance (Sinnott-Armstrong 79-82). The basis of this strategy is that no one knows his/her place or social status in society nor does anyone know his/her fate in the distribution of social goods since all are under the veil of ignorance. The veil of ignorance limits people from knowing what justice entails. Putting in mind everybody is morally upright, it will be rational to consider all the social primary goods, which includes opportunity and liberty, wealth and income and the grounds of self-respect. With this in mind, these will form the basis of th e policy whereby programs put in place will ensure that all these things are distributed equally; unless under special and justifiable circumstances, unequal distribution of these goods is to the benefit of the least favored. In addition, person will be entitled to have an equal right to all the goods available. The office in charge will be transparent and fair to all under conditions to ensure

In females with recurrent bacterial vaginosis, do prophylactic Essay

In females with recurrent bacterial vaginosis, do prophylactic antibiotics, compared to no treatment, reduce the recurrence rate - Essay Example The infection is prevalent amongst African Americans. A good number of women experience vaginal irritation along with a thin, watery, yellow-green discharge. The infection is also associated with a bad smell. Research shows that although some sexual activities are involved, offering treatment to a sexual partner has never shown to prevent re-infection. In most cases, the treatment is via insertion of Flagyl (metronidazole) into the vaginal canal for a period of five to seven days. Flagyl (metronidazole) is an antibiotic. To date, very few studies have attempted to examine the application of prophylactic antibiotics for recurrent Bacterial vaginosis. The bottom line is that although Flagyl gel or antibiotic placed intravaginally for about twice in a week significantly reduced the recurrence rate, research has shown that women may continue suffering more yeast infections as result of using antibiotics. At the moment, yoghurt or capsule is one of the suggested and alternative treatments which has demonstrated to be less harmful and its efficiency has been proved in laboratory environment (Tafazzoli et al., 2014). An inclusion criterion for this study is a search literature of women with recurrent bacterial vaginosis and whether prophylactic antibiotics, compared to no treatment, reduce the recurrence rate. There are a number of approaches that can be used to develop a search strategy.  The approach that is presented here emphasizes the specificity as well as the sensitivity of the search strategy. The bottom line is that it is important to make the search specific, as it will help avoid things that are not necessary. In order to achieve this, the necessary criteria will be applied to accept the appropriate articles criteria are necessary for you to accept the article. This will help to identify and consider articles that only

University counseling center - PR Campaign Essay

University counseling center - PR Campaign - Essay Example The College University Counseling Center is conducting a PR campaign to increase its use by the students. As a part of this year long campaign, extensive programs are devised to make the Counseling Centre more student-friendly and approachable.The campaign themed ‘stay cool’ is aimed at increasing awareness about the services of Counseling Centre and at encouraging students to approach the Counseling Centre more freely. As a part of the program, a caring, licensed professional staff will be available to meet your needs. Are you a student who is; Feeling lonely away from home? Feeling sick of the harsh campus regimes? Feeling nervous unnecessarily? Facing problems retaining relationships? Feeling life colorless and boring? Unable to take decisions about future life? Unable to concentrate on studies? An international student facing language and cultural problems? Facing any kind of addiction? Suffering from eating disorders? Facing body disorder issues? Or Are you a parent who is worried about the performance of your son or daughter? Are you a staff feeling fed up with the errands of the curriculum? If your answer to any of these questions is ‘yes’, you are the one we are looking for. We have arranged everything to bring you back to the track.The purpose of the year is to make more students use the Counseling Center. For this purpose, the concept developed is to make the University Counseling Center more accessible to everyone in the campus. We want to make it a place of comfort and care. In addition, the students should feel that the Counseling Center is a friend who is always ready to help. To achieve this end, the theme ‘stay cool’ will be selected. In addition, for all the programs under the PR campaign, a specific color code, a particular logo and the slogan ‘stay cool’ will be used. In addition, throughout the year, the Counseling Center will be spreading relaxation tips among students through both electro nic and print media. The Counseling Center aims to make all the students aware about the activities of the Center and feel comfortable and confident to make use of these services. To attract more people to the counseling centr

Criminology Research Paper Example | Topics and Well Written Essays - 1000 words

Criminology - Research Paper Example However, he was bullied by wealthy children in his church. Cho is described as someone who was â€Å"sullen and aloof† (Biography.com, 2012). He was a loner. He referred to himself as â€Å"Question Mark† and he was known to write gruesome stories, poems and plays (Biography.com, 2012). Professors of Cho noticed that Cho’s behavior was not normal. He was described as a bully by one of his professors. He photographed the legs and knees of his female classmates. Moreover, in 2005 he was accused twice for stalking female students. Several times Cho had been advised to get counseling because of his odd behaviors. He had been brought in a psychiatric hospital but later released to be an outpatient. He attended a counseling session at Cook Counseling Center once. Some Korean youths who knew Cho said that he is a fan of violent video games, specifically, â€Å"Counterstrike† which was a game of terrorism where players try to shoot each other down with different t ypes of guns (Watson, 2007). Lucinda Roy, chair of the English Department at Virginia Tech described Cho as appearing to be very depressed (Goldstein, 2009). Roy went on further to say that she learned that Cho visited the counseling center of the school three times but there was no meaningful diagnosis. 2. Agnew’s Strain Theory Robert Agnew’s strain theory is a revision of the earlier strain theories developed. Whereas the general strain theories are focused on the negative aspects of the social relationship of individuals and how it affects their tendency to commit crime, Agnew’s strain theory presented major types of â€Å"deviance-producing strain† (O'Connor, 2007). The first type of strain is the failure to achieve positively valued goals. The positively valued goals according to Agnew are money, status and respect and autonomy (criminology.fsu.edu, n.d.). The second type of strain is the removal of positively-valued stimuli. According to Agnew this happens when a dramatic change of loss happens such as a death in the family which could be very stressful to an individual (O'Connor, 2007). The confrontation with negative stimuli is the third type of strain. These negative stimuli may include peer pressure and child abuse (O'Connor, 2007). According to Agnew, "All manner of positive stimuli" previously experienced or observed constitute expected goals, and their frustration leads to "anger, resentment, rage, dissatisfaction, disappointment, and unhappiness--that is, all the emotions customarily associated with strain in criminology" (O'Connor, 2007). One of the strengths of Agnew’s strain theory is that it argued that no one specific type of strain contributes to the criminal act of a person rather; it is a combination of all the strains that the person has experienced (Agnew, 2001). Another strength of Agnew’s theory is that it proposed a solution in how people can respond to the strains positively. One major weakn ess of Agnew’s strain theory is that it did not state which among the strains is more likely to cause criminal behavior among individuals (Agnew, 2001). Moreover, the theory did not offer an explanation why other people exposed to the strains that Agnew mentioned did not become criminals. The theory gave too much emphasis on one’s social status as a having a huge impact on an individual’s deviant behavior. A crime offender whose actions may be explained by the Agnew strain theory may be assisted by helping them to positively cope

Critically appraise the relevance of general principles of EU Law, Essay

Critically appraise the relevance of general principles of EU Law, such as the principles of proportionality or non-discriminati - Essay Example Defining General Principles The general principle of law is identified as a overall proposition of law of some prominence from which concrete rubrics are derived. The term ‘general’ in overall principles of law discusses, first, the fact that the particular standard of law is inherent in a sequence of unlimited applications of the law1. Accordingly, it is this particular characteristic that is the inconclusiveness in respect to the quality and capacity of the cases upon which the respective principle can be applied, which differentiates a general principle of law from an ordinary principle of law. Contrastingly, the general principle of law bears a more general nature, and is applicable to a wider range of different legal proceedings2. Second, the term ‘general’ also denotes the fact that the corresponding principle of law should be perceived as containing some universal mission. In other words, what characterises a general or universal principle of law in t he framework of EU law is the notion that the respective principle of law is also existent in other national or legal international systems. For instance, when the ECJ3 identifies the proportionality principle as a general principle of law, it supposes that the proportionality principle is also fundamental in other legal systems of law and, it respectfully surpasses the fateful obstacles established between them. Case in point, the ECJ has derived backing for its proposal that proportionality is a general principle of law with specific reference to select EC Member States’ legal systems. Accordingly, the proportionality principle is thereby also existent in the German constitutional and administrative law and French administrative law. General principles of law can be expressly specified such as in constitutional texts or deduced by a procedure of interpretation with regard to legislative texts, the existing legislative objectives, or the fundamental values of the legal syste m. Accordingly, in areas where general principles of law are referred to as sources of law in domestic or international legal systems, such reference usually indicates the principles derived by those courts from explicit rule or the entire legal systems and which exist further than that written law4. In essence, principles offer justification for existing rules. According to Sir Gerald Fitzmaurice, a ‘principle’ of law, is defined to be a rule inherent in the implication of a rule-of-law, which epitomises an ideal of reason and/or of justice, and which is thought to constitute the foundation of the actual institution of law5. Indeed, the principle provides an answer to the question â€Å"why† as compared to the rule which only answers the question of â€Å"what†. Further, a principle of law is different from procedural rules since it is more explicitly defined in the facts of a court’s decision6. Notably, according to Dworkin, the overtness of the p rinciple of law indicates that it is formed as a part of the thought process of a court decision, also referred as the ratio decidendi. Consequently, principles are public, which also implies that they can establish the basis of expectations regarding the manner in which a court will resolve identical cases in future. Indeed, the precedent

647 W4D "Originally identified risks" Essay

647 W4D "Originally identified risks" - Essay Example In doing so, one increases the project’s chances of becoming a success through elimination of avoidable obstacles. The techniques that are available to a project manager include brainstorming, SWOT analysis, scenario analysis and retrospective analysis. Brainstorming refers to a process of idea generation where a group is given free rein to explore their thoughts and come up with strategies to move the project forward (Garrett, 2012). In the essence of risk analysis, it is useful in that it provides the group with the opportunity to assess potential risks on a large scale level and take advantage of combined thinking. The collective reasoning increases the quality of ideas on potential risks. Retrospective analysis considers past events and analyzes why they occurred so as to provide a platform for future reference (Kendrick, 2009). In risk management, it can help the project to analyze similar cases so as to get an idea of potential pitfalls. Retrospective analysis will help limit the risks that may occur from known threats and give the project a better standing. SWOT analysis is a comprehensive analytical tool that looks at the project in terms of the strengths it has, the weaknesses it may possess, the opportunities available to it, and the threats it may face (Garrett, 2012). SWOT analysis identifies the actualities (strengths and weaknesses) as well as the potentialities (threats and opportunities) enabling the project leader to be more aware of the segments to consider when analyzing risk. Scenario analysis refers to analyzing different pathways the project may take and focusing on worst-case instances so as to come up with potential risks that may harm the project’s effectiveness (Kendrick,

Two Examples of Environmental Impact Assessments Essay Example for Free

Two Examples of Environmental Impact Assessments Essay The cities of Baku, Azerbaijan and Kingston, Ontario Canada are worlds apart, both geographically and culturally. They share at least one characteristic: the need for water. Like every other city on earth, they have built systems to accommodate their needs for water, electricity, and all the other necessities of modern life. Each city also has environmental problems that go hand in hand with urban habitation. The two Environmental Impact Assessments are examples of the challenges engineers and city planners face everyday to minimize the adverse effects on the ecosystem. Both cities, like all modern cities, are locked in a perpetual struggle to find a balance between the needs of the environment and the needs of the city. Wastewater Treatment In Baku, Azerbaijan Azerbaijan is a small country in central Asia on the Caspian Sea. Russia lies to the north. Georgia is to the northwest, Armenia is to the west, and Iran is on its southern border. The capitol of Azerbaijan is Baku and is also its largest city. Located on the Absheron peninsula, it is home to nearly 2 million people. The Caspian Sea is the largest enclosed body of water on the planet and Baku is its largest port . Azerbaijan is rich in petroleum products and oil drilling has polluted Baku and the Caspian Sea. The Hovsan Wastewater Treatment Plant is another source of pollution to Baku and the Caspian Sea. The treatment plant handles almost half of the capitols wastewater. The wastewater is only partially treated and then dumped into the Caspian Sea via pipeline. The result has made most of the beaches around Baku unusable. The area surrounding the treatment plant inland is also unpleasant because of the odor. In the past, recreation along the sea shore was the most popular recreation for the public and tourists. Today, many are surprised to hear this fact because the bay is so polluted from sewage(Gischler, 2000, p. 41). There is a project proposed to alleviate the shoreline pollution. The plan is to extend the length of the pipeline farther out into the Caspian so the currents will disperse and diffuse the effluent material into the sea and away from the beaches. The current system is so inadequate because of years of neglect that it can only hope to just catch up to its current needs in a few years time. The construction of the longer pipeline will cause some negative effects, but they pale in comparison to the present state of the littoral around Baku. Table 1 outlines the environmental impact projected from the construction of the pipeline. The construction of the outfall is still in the planning stages, but it is expected to start in 2011. Water Treatment In Kingston, Ontario The expansion of the Point Pleasant Treatment Plant in Kingston, Ontario is the focus of this half of the paper. Kingston shares with Baku the distinction of being on the shore of one of the largest inland bodies of water, Lake Ontario. Kingston is located in the province of Ontario in Eastern Canada. To the west is Manitoba, east is Quebec, north is Hudson Bay, and Lake Ontario is to the south.. The Point Pleasant Treatment Plant is a direct filtration facility that supplies the 118,000 people of Kingston with drinking water. The water is drawn from Lake Ontario and goes through a series of filters and chemical treatments before being piped into the main water supply. The Point Pleasant project proposes to double the water pumped in and treated from 40 MLD (mega litres per day) to 80 MLD. The increase is needed for the projected increase in population and expected changes in regulatory standards for drinking water purity. The EIA for the plants upgrade identifies the surrounding vegetation and trees as being vulnerable to harm from construction activities during the plants renovation. The Butternut tree is specified in the report as a major concern because it is already an endangered species. Other issues are the pollution of the ground water and soil erosion. Table 2 outlines the environmental impact from the upgrade of the facility. Kingstons treatment plants upgrade is one that shows the existing system is sound because it is for projected future use and not just getting the current system up to par. The many years of investments and planning regarding the water infrastructure have paid off so they do not have to â€Å"catch up† just to make the system function nominally. A strong infrastructure can mean less damage to the environment. Conclusion Environmental impact from city living is inevitable, but it can be minimized. It requires a firm commitment to good planning and major investments in clean technologies. Comparing the upgrade of the water treatment plant in Kingston and the plant in Baku illustrate the differences in the conditions of each citys water systems. Laws protecting the environment vary from country to country and it is evident that Azerbaijan had few such laws. Canada has much more stringent environmental protection laws than Azerbaijan. Although Kingston has a much smaller population, the larger cities of Canada have done fairly well protecting the environment. Unfortunately, a countrys wealth dictates the priority that can be given to environmental protection. Lower standards for the construction and maintainence of urban infrastructure increases the chances of environmental degradation. References Azerbaijan. (2010). In Encyclopedia Britannica. Retrieved May 23, 2010, from Encyclopedia Britannica Online Library Edition: http://www. library. eb. com/eb/article-44298 Baku. (2010). In Encyclopedia Britannica. Retrieved May 23, 2010, from Encyclopedia Britannica Online Library Edition: http://www. library. eb. com/eb/article-9011883 Gischler, Maarten A (2000, summer) â€Å"Beautifying the Bay† Azerbaijan International, 8(2), 40-42 Kingston. (2010). In Encyclopedia Britannica. Retrieved May 23, 2010, from Encyclopedia Britannica Online Library Edition: http://www. library. eb. com/eb/article-9045553 Townsend, Mike. (2002, July). BETWEEN TWO SEAS: Progress on the BTC Pipeline Project. Azerbaijan International, 10(3), 90. http://ezproxy. spl. org:2048/loginurl=http://proquest. umi. com/pqdweb

Sociological Theories Of The Social Institution Sociology Essay

Sociological Theories Of The Social Institution Sociology Essay Basically, the sociological theories are considered as an important one for understanding the operation of the society. The sociological theories helps one to understand how the people in society are related to each other. These theories will help to understand many issues of social in the society and makes it easy for developing solutions for the problems. The sociological theories helps us to understand about the family. There are various theories that are used for explaining how the operation of the society is done and how the interaction takes place between the people. Some of the examples for theories are functionalism theories, sociological theories, and conflict theory. The other important theory is an internationalism theory. The above theories helps to examine different institutions of the society and how they are operated. The social institutions include health care, families, and education. The above theories will impact families in different ways since they are different. The sociological theories will affect the interaction of family members. and functioning of the family. Family as the Social Institution I had chosen Family as the Social Institution. The sociological theories like functionalism, Conflict and interactionism are applied to the Social institution like family is briefed below. The first theory is the functionalism theory. It is also known as the structural functionalism theory or functionalist perspective. It is considered as the main theoretical perspective of the sociology. The theory of Functionalism in the Social institution family starts by observation that the behaviour of society is structured and the relationships between members were organised by rules and are therefore it is recurrent and patterned. Functionalists will examine the relationships between the various parts of the structure and their relationships of the society. The Functionalist theory impacts that the society will be in the state of balancing and keeping the way through the parts of societys component function. This theory has been used in biological and ecological concepts too. Society will be studied by us in the same way as our studying of human body by analyzing which specific systems are not working or working, problems were diagonised, and to restoring balance after devising solutions. Socialization, health care, religion, friendship, justice, recovery of economic, injustice, growth of population or decline, romantic relationships, community, marriage, peace, and divorce, and abnormal and normal family experiences were the few evidences of the processes of functionalism in our society The next sociological theory is conflict theory which will be useful in the poverty and wealth, understanding of war, the have-nots and the haves, political strife, revolutions, divorce, exploitation, discrimination, ghettos, and prejudice, rape, domestic violence, slavery, child abuse, and so on. The conflict theory examines that the society is in the state of competition and perpetual conflict for the limited resources. The final sociological theory on family is interactionism. The interactionism is also known as symbolic interactionism. The theory of interactionism is based on the building the social behaviour of the individuals that the society will come out and the society will be ultimately created, changed, and maintained by the social interaction of the members of the family. The Symbolic Interactionism is considered as very powerful for helping people to understand well each other. Roommates, newlyweds, lifelong friends, teammates, young adult children and their parents can be able to use the principles, can walk a mile by wearing the shoes of others, seeing the world by wearing others glasses, or simply getting it. The major realizations that came with Symbolic Interactionism is that we were beginning to understand the people in our life and know that they are neither wrong nor right, at their different point of view. The conflict theories will focus mainly on social inequality and conflict. It also includes feminism. The Feminism focused on inequality of gender as which is the one form of inequality for social. The similarities of the above mentioned three theories are they explains about the how the interactions are done with the members of the family and how the society is functioning. The differences between the three theories are explained below. The functionalism theory is differs from the theory of conflict and theory of interactionism because the functionalism theory does not stress on conflict and power. The functionalism theory will only stresses on public consensus and shared values. There is a difference between the conflict theory and the functionalism. The functionalism theory examines that the family as a single unit but it does not take place in the conflict theory. Theories Affecting Approach To Sociological Changes To The Family The functionalism theory of the family are closely associated with Parsons and focuses on the social institution family and its relationship in the society. Parsons were arguing that the family will fulfil number of functions in the society but the two keys identified here are given below. The first one was the children socialisation of the appropriate values and norms for the society. When we focus on the North American culture, the Parsons theorised that the familys role were for ensuring the motivation and independence for achieving which was instilled in personalities of children. The second one is the function of the family which stabilises for the personality of adult through their marriage and serves as the antidote for the emotional strains and stresses of everyday life. The theory Parsons includes the gender differentiation roles in the family where each partner will be filling one of two some of opposing but the complementary functions. The characterisation of men were for fulfilling an instrumental role, but the womens have high nature of expressive so they provide the complement. Parsons was arguing that the expressive role is for women and in the end the primarily bond of expressive occurs between the mother and the children. The functionalism theories of the family are highly critical because they are providing little consideration of alternative family pathologies or family forms other than that it argues variations either inherently dysfunctional or fulfilling latent functions in broader of the society. Moreover, the functionalist theories will justifies the sexual division of labour, and ignores inherent of gender inequalities in structure of Parsons complementary roles. The sociological theory of interactionism had been associated with the theories of Mead, Goffman and Becker, and focused on phenomena of the small-scale that may constitute interactions of everyday in an attempt for understanding how individuals will understand and experience their world of social, and how the different people may come for sharing a common definition for reality. The conflict theory examines the social institution like family in different ways. The conflict theory has ensured the relationships of the family institution. Like the other social institutions of the society, the family institution does not have a stable as the members are having conflicts that are constant. When the members of a family takes regular conflicts that results about resources that are limited, power and interests may differ. Conflict theory will be applied to families for showing that families were not harmonious. The families will never be stable since they are struggling for dealing with the differences that take place among family members, conflict and change. Each sociological theories will affect the approach of social change on the selected institution like family. The social change regarding the family will be approached by the functionalism theory in which the education and technological advancement will be aided in understanding and promoting knowledge regarding the duties and roles should be applicable to each member of the social institution, family. The social change will results at the changes on roles and duties of various members of the family. Here, although a father remain as a family head, societal inequalities will lead to the changes of the familys social status. Sociological Theories Affect The Views Of Individuals Of The Family The Sociological theories affect the views of individuals who is the part of the social institution like Family. The social institution like family is viewed as the positive institution which is comprised of husband and a wife, the kids and the wife. It affects the family members having the tendency to form the deep social and psychological ties that acts as a support tool for them. It also affects the family when they are trying to get the benefit for the entire family. Each sociological theory affects the individual who is the part of the family. In conflict theory, the changes are inevitable and normal in every institution including the family institution. They are common in other relationships and family relationships of the society. So, family members must manage conflicts well for bringing change in the family institution. When managing the conflicts result in failure that will result the separation on the family. This situation occurs when the relationship become poor between the family members. Conflicts are considered as evidence in different areas of the social institution, family including marriage. The married couples are mostly not be able to control their conflicts and this causes hostility and anger and finally ending with divorce. The main goal of conflict theory helps for identifying the conflicts of the family and resolving those families making strengthen and stable in the family institution. In conflict theory, the family members were subordinated for the society. The conflict theory is very useful in understanding wealth, ghettos, war, poverty, rape, political strife, divorce, the have-nots and the haves, revolutions, exploitation, child abuse, prejudice and discrimination, domestic violence, slavery, and other social phenomena related to conflict.  Ã‚  The conflict Theory impacts that the society is in the state of competition and perpetual conflict for limited resources The theory of interactionism has the contact with the family institution because the interactionism theory is used for studying the interaction between the different members on the society. Based on the theory of interactionism, a family is nothing but a unit which is made up of personalities interaction. Communication, personalities, and roles play an important role in the social institution family. Communication acts as an important role with the interaction between different members of the family. The way the members of the family communicate it determines their interaction between them because members in the family will be tending to act based on the meaning attached to the words used for communication. The functionalism theory is based on the each part society that affects the society. In the side of family, the family may depends on the government for providing programs and school that helps to raise their children. The other example is how the families may rely on the schools for educating the children so that they can support and grow up their own families. In effect, the children had become as law abiding citizens and participated in the society. If the whole society provides the necessary tools for a child for surviving and educate those children, this will affect the whole society. Functionalism theory may rely on building the order of a society. If a society is not having any order, then it must something for regaining the order. For side of children, a child should seek for counseling when they are experiencing the deviant behaviour. Guidance and counseling are the way for the society which will try to regain the order. Thus, the every part of the society gets affected as a whole. Views Of Society Normally,  the American family is composed of two parents like mother and father, and they have a single or many children. With the family institution, the three theories of sociology like functionalism, conflict, and interactionism were experienced. Here it is explained how each theory will be applied to the institution family. These theories explains that a family is composed of husband, wife, and their five children. In functionalism theory, the children may require to offer the financial and emotional support for the family. For example, when in the case of parents were unemployed. In interactionism theory, the advancement of technological has been provided and an effective tool is determined for the awareness and knowledge concerning various social interactions. The conflict theory of the social institution like family affects the views of the members in the family for contexting the following conflicts disagreements as the two parties of conflicts may view each other in different way. These are about the theories affecting the views of society.    All the seven members of the family has individual responsibilities and roles to abide and for keeping family members lives in balance. The father of a family contributes financially for the bills and maintaining the disciplines of the children. The wife of a family contributes necessities of the financial for cleaning and cooking. The five children belong to the family institution were responsible for getting the assignments from school and should be done. They should also keep their own personal areas of the house in order and clean. Functionalism can be experienced in our home when all the family members plays their own part and taking good attitudes. If the functionalism is really experienced, there will be unity and peace in the home. Conclusion It was concluded that although the sociological theories were different, they had been helped in examining various effectiveness of behaviours of the society and that have been impacted the social institution family greatly. These theories had helped them to examine how the functioning of society is done and how they interacts with family members. More than this, the sociological theories had influenced social institutions of the society like families. The theory of conflict has been used for explaining the sources of the conflict about the society and how to deal and avoid them. The functionalism theory helped to understand how different parts in the family function and society are together brought to change and stability. The interactions theory explained about the social interactions of the society. The family mainly helps in socialization and reproduction on the society. Families are teaching their young children how they should behave based on their social norms and cultural beliefs. More than this, a family helps for controlling of sexual behaviours on the society and provision of status on social. The family has to function well and to avoiding affecting the other components of the society like economic, education, and health care.

Preformulation Testing for Chemical Properties of Drug

Preformulation Testing for Chemical Properties of Drug PREFORMULATION STUDIES Preformulation testing involved investigation of physical and chemical properties of a drug substance alone and when combined with excipients. It was the first step in the rational development of dosage forms. These studies are categorised as under: 1. API characterization 2. Drug-Excipient Compatibility study API Characterization Organoleptic Evaluation These are preliminary characteristics of any substance which is useful in identification of specific material. Following physical properties of API were studied. a) Colour b) Odour Table no. : Characterization of API Test Observation Colour White Odour Odourless Particle size distribution Sieve analysis: The sieve analysis main concept is to know the different drug particles size in the sample. The standard sieves with larger pore size i.e., with less sieve number on the top position are placed one over the other and followed by sieves of decreasing pore size i.e., with larger sieve number towards the bottom. Procedure: Clean and dried sieves #40,#60,#80,#100,#120 and bottom meshes were collected Individual weight of each sieve was noted. These sieves were arranged in ascending order. Weighed quantity of API was placed in #40 meshes. Sieve shaker was set for 5 min at amplitude of 60. Remove the setup from sieve shaker after 5minutes. Each mesh was weighed individually and Calculate % retained in each size of mesh with following formula: % retained = Final weight – initial weight x 100 Total weight taken Table no. : Particle size distribution of API Sieve number Percentage of sample retained (%) Cumulative percentage of sample retained (%) 40 3.0 3.0 60 19.2 22.2 80 26.3 48.5 100 24.2 72.7 140 8.1 80.8 200 19.2 100.0 pH-Solubility Profile: The solubility studies for the drug were carried out using the orbital shaker. Solubility of the drug across different buffers was studied. The pH ranged from 1.2 to 6.8 (1.2 , 4.5, 6.8, and water). All the buffers were prepared according to USP 34 NF 29, 2011. Excess drug was added to 100 ml of water in stoppered conical flasks and were agitated continuously in a orbital shaker for 24 hrs at 200 rpm and room temperature (25Â ° C), till saturation was observed. Then, the samples were filtered using 0.45 Â µ Nylon (47 mm) syringe filters. Now the filtered samples were analyzed using UV spectrophotometer Table No.6.3 below describes the procedure of buffers preparation. Table 6.5 preparation of buffers Buffer Procedure PH 1.2 buffer 8.5 ml of Conc. HCL was added to 1000 mL volumetric flask. Then it was diluted and made up to volume with water PH 4.5 phosphate buffer 13.61 gm of KH2PO4 was added to 1000 mlvolumetric flask. Then it was made up to volumewith water PH 6.8 phosphate buffer 250 mL of 0.2 M monobasic potassium phosphate solution was taken in a 1000 mL volumetric flask. Then 112 mL 0.2M Sodium hydroxide solution was added to it and water was added to make up to the volume Table7.3 Solubility of API in buffers of different pHs PH Solubility(mg/ml) 1.2 42.36 4.5 44.96 6.8 0.80 Water 0.674 Fig 7.1 pH Solubility curve of API Drug excipient compatibility study There is always possibility of Drug excipient interaction in any formulation due to their intimate contact. It is also necessary to determine any possible interaction between excipients used in the formulation. This will also indicate success of stability studies. Preliminary studies: Method: Physical observation Condition: 40 Â ±2 o C and 75 Â ± 5% RH Procedure: Drug was mixed with excipients in 1: 1 ratios as indicated in the Table 6.6 These mixtures were kept in a 5ml glass vials and packed properly. In dry close method glass vials are closed with rubber stoppers These vials are exposed to 25ËÅ ¡C /60 % RH 40ËÅ ¡C /75 % RH. Blend (1gm) was prepared and filled in vials. Observations for physical appearance were made at the end 4 weeks. S.No EXCIPIENTS DRUG: EXCIPIENT RATIO 1 Polyethyleneoxide 1:1 2 HPMCK100M 1:1 3 MCC 1:1 4 Cellulose acetate 1:1 5 Sodiumchloride 1:1 6 Citric acid 1:1 7 Sodium lauryl sulphate 1:1 8 Magnesium stearate 1:1 9 Talc 1:1 Table 7.4 Results of Drug-Excipient compatibility at 25oC/60% RH S.no: Excipent Colour change Lumps Caking O C O C O C 1 Polyethylene oxide X X X X X X 2 HPMC X X X X X X 3 MCC X X X X X X 4 Cellulose acetate X X X X X X 5 Sodium chloride X X Lumps observed X X X 6 Citric acid X X Lumps observed X X X 7 Sodium lauryl sulphate X X Lumps observed X X X 7 Magnesium stearate X X X X X X 8 Talc X X X X X X Note: x – indicates no change, O- open condition ,C- close condition Table 7.5 Results of Drug-Excipient compatibility at 40oC / 75% RH S.no: Excipient Colour change Lumps Caking O C O C O C 1 Poly ethylene oxide X X X X X X 2 HPMC X X X X X X 3 MCC X X X X X X 4 Cellulose acetate X X X X X X 5 Sodium chloride X X X X Caking observed X 6 Citric acid X X X X Caking Observed X 7 Sodium lauryl sulphate X X X X Caking observed X 8 Magnesium stearate X X X X X X 9 Talc X X X X X X FTIR Study FTIR study: FTIR studies were carried out for pure drug alone and blend of drug excepients. The FTIR spectroscopy (BRUKER Optics FTIR spectrophotometer) is employed as analytical tool to check the drug-excepients interaction, using the KBr disc method. The FTIR spectra were scanned and recorded between 400 and 4000 cm-1 Method: Nearly to a fine alkali halide (example KBr) powder of 200 to 250 mg 0.1 to 1.0 % sample is mixed well. Later it is pulverized and in a pellet-forming die it is placed. Around an 8 tons force under a vacuum of several mm Hg is applied to form transparent pellets. FTIR spectroscopy of pure drug of Famotidine S.no Type of vibration Actual frequency (cm-1) Observed frequency (cm-1) Confirmation Table no. : Interpretation of FTIR spectra of pure famotidine FTIR spectroscopy of drug and excipient blends Table 7.6 Peaks of FTIR study Peaks ( cm –1) Functional groups 3506.13 –OH 3377.41-3400.95 –NH2 3238.03 -NH 1445.38- 1639.22 C=N 689.10 -606.6 C-S 1320.81 S(=O) 2 asymmetric stretching 1147.17 S(=O) 2 symmetric stretching Table no. : Interpretation of FTIR spectra of pure famotidine S.no Type of vibration Actual frequency (cm-1) Observed frequency (cm-1) Confirmation ANALYTICAL METHOD ESTIMATION OF FAMOTIDINE: A solution of Famotidine was prepared in 0.1 N HCl and Phosphate buffer pH 4.5and 6.8 UV spectrum was taken using Perkin Elmer UV/Vis double beam spectrophotometer.The UV maxima of Famotidine was found to be 265 nm in both 0.1N HCl pH 4.5. In pH 6.8 it was found to be 268 nm Preparation of standard curve of famotidine in 0.1N HCL pH 4.5 phosphate buffer: 100 mg Famotidine each was dissolved in 0.1 N HCl and pH 4.5 buffer and volume is made up to 100 with respective buffer. 10 mL of stock solution (1mg/ml) was further diluted upto 100 ml with respective buffer to obtained solution of 100 Â µg/mL.Now from stock 2 further dilutions were done with respective buffer to obtain solutions of 2, 5, 10, 15, 20 and 25 Â µg/ml Absorbance of each solution was measured at 265 nm using Perkin Elmer UV/Vis double beam Spectrophotometer. Preparation of standard curve in ph 6.8 phosphate buffer: 10 mg Famotidine each was dissolved in pH 6.8 phosphate buffer and volume is made up to 100 ml to obtain solution of 100 Â µg/ml. Now from this stock solution further dilutions were done with PH 6.8 to obtain solutions of 10 , 20 , 30 and 40 Â µg/ml Absorbance of each solution was measured at 268 nm using Perkin Elmer UV/Vis double beam Spectrophotometer. The experiment was performed in triplicate and based on average absorbance; the equation for the best line was generated. The results of standard curve prepared in pH 1.2, 4.5 6.8 were shown below Table 7.7 Standard curve of API in PH 1.2 , 4.5 6.8 buffers Concentration Absorbance in pH 1.2 Absorbance in pH 4.5 Absorbance in pH 6.8 2 0.085 0.082 4 0.141 0.148 5 0.189 0.186 10 0.333 0.341 0.251 15 0.510 0.497 20 0.701 0.651 0.467 25 0.852 0.806 30 0.746 40 0.989 FIG 7.4 standard curve at PH 1.2 Buffer Fig 7.5 standard curve at PH 4.5 Buffer Fig 7.6 standard curve at PH 6.8 Buffer Calculation of initial dose and maintenance dose for the design of elementary osmotic pump of famotidine for 12 hours: There are no sustained release formulations for famotidine in the market, hence the total dose (DT) consisting of initial (DI) and maintenance doses (DM) for formulating the famotidine sustained release was calculated as per Robinson and Eriksen equation with a zero order release principle36 . In this profile the rate of delivery is independent of the amount of drug remaining in the dosage form and constant over time as shown by the Eq. 6.1 Drug availability rate k0 = Rate in = Rate out Eq. 6.1 Where, k0 is the zero order rate constant for drug release (amount per time). DI is required to give initial rapid release of drug so as to attain the minimum therapeutic level immediately after dosing. Inital dose (DI) = CSSAVG Vd Eq. 6.2 F Where, C ssavg is the average steady state plasma level, V d is the volume of distribution and F is the fraction of dose absorbed. k0 = DIKel Eq. 6.3 Where, Kel is overall first order drug elimination rate constant (per hour). Hence k 0 should be equal to the elimination rate constant so as to maintain the steady state condition. In general the total dose required (D T) is the sum of maintenance dose (DM) and the initial dose (DI) DT = D I + D M Eq. 6.4 In practice, D M (mg) is released over a period of time and is equal to the product of H (the number of hours for which sustained action is desired after initial dose) and the zero order rate constant, k0 (mg/hr). Therefore the Eq. 6.4 can be expressed as DT = D I + k0H Eq. 6.5 Ideally the maintenance dose (DM) is released after DI has produced a minimum therapeutic blood level of the drug. However due to the limits of formulations, drug release even starts from DM also from the beginning i.e. at t=0, thus increasing the initial drug level in the blood. Hence it is necessary to reduce the initial dose of the drug to account for the excess release for drug from DM by using a correction factor, k0tp. This correction factor is the amount of drug provided by DM during the period from t=0 to the time of the peak drug level, tp. The corrected initial dose (DI*) becomes DI-(k0tp). Then the total dose is DT = DI* + k0H = (D I k0tp) + k0H Eq. 6.6 Pharmacokinetic parameters of famotidine: Elimination half life (t1/2) of famotidine is 3 hrs (average of 2.5 to 3.5 hrs), the time to reach peak plasma (t p) is 3 hrs and Vd = 80.5 L and F = 0.4 54,55 . From the literature of the PEPCID (innovator product of famotidine in USA) label and pharmacological review information 49,, it was found that the plasma levels after multiple doses are similar to those after single doses indicating the C max is similar to Cssavg , therefore Cmax of 0.07 mg/L was taken as C ssavg . Calculation of D I and DM: The initial dose (DI), corrected initial dose (DI*), maintenance dose (DM) and total dose (DT) were calculated according to calculations described above. Calculation of elimination rate constant: Elimination rate constant (K el ) = 0.693/t 1/2 = 0.693/3 = 0.231 hr -1 Calculation of initial dose: Inital dose (DI) = CSSAVG Vd Eq. 6.2 F = (0.07 X 80.5)/0.4 = 14.0875 mg Calculation of desired input rate (k 0): Desired input rate from maintenance dose (k 0) = DIKel = 14.0875 X 0.231 = 3.25 mg/hr Calculation of maintenance dose: Maintenance dose (DM) = k0H (Since, H = the number of hours for which sustained action is desired after initial dose = (12-1) = 11 hrs) = 3.25 X 11 = 35.796 mg Calculation of corrected initial dose DI*: DI* = DI – (k0tp) = 14.087 – (3.25 X 3 ) = 4.93 mg Calculation of total dose: Total dose (D T) = D I* + D M = 4.93 + 35.796 = 40.726 mg From the above calculations the total dose obtained for sustained release of famotidine for 12 hrs is 40.726 mg. The total dose was rounded off to 40mg for the convenience. Initially the dosage form should release the total initial dose (i.e. 4.93 mg ~ 5.0 of drug, means 11% of total 50 mg dose) in the first 1 hr followed by maintenance dose (i.e. 40-5=35 mg of drug) for up to 12 hrs there after at a release rate of 3.25 mg/hr (i.e. 8.125% of total 40 mg dose). Based on these assumptions the theoretical release profile was predicted and shown Table 6.7 Predicted theoretical release profile Time (hrs) % CDD 1 11.4 2 19.425 3 27.45 4 35.475 5 43.5 6 51.525 7 59.55 8 67.575 10 83.625 12 99.675 JNTUA-OTRI, Ananthapuramu 1

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Love Is Timeless :: essays research papers fc

Love can be described as having genuine affection towards someone. Whether it be a family member or your soulmate, love comes in many shapes and forms. Love is also defined as timeless and infinite. In the poem â€Å"A Red, Red Rose† by Robert Burns, there is many connotations about love. Throughout the poem the speaker symbolizes his love for someone. He uses various metaphors to get his point across about how he feels about this particular person. However, what makes this poem differ from other common love poems is that it emphasizes how the author leaves but will still always love the other person thus making love endless.   Ã‚  Ã‚  Ã‚  Ã‚  Robert Burns was born in Scotland, January 25th, 1759. He was the son of William Burnes, or Burness, at the time on the banks of the Doon in Ayrshire. He married Jean Armour whose father did not approve of their marriage. They moved all over England and finally ended up in Dumfries where he died at thirty-eight. Historians believe that the poem ‘A Red, Red Rose’ emerged from the difficulties Jeam Armour’s father had of their marriage. Regardless of her father’s disapproval, he wed her and created an ageless poem of his love towards her.   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬ËœA Red, Red Rose’ uses various similes and metaphors to describe love. Love is conveyed through a rose. The color â€Å"red† is also a symbol of passion and love. In lines 3 and 4 Burns is compelled again to write another metaphor about his love. This time he compares her to a melody from a song. This is, however, a temporary beauty since a melody eventually ends. In the second stanza he believes that his love will last forever. The line â€Å"tell a’ the seas gang dry† (Burns 1401) does not put a limit of time in his love. The probability that this would happen is next to impossible making his love continuous. Lines 9 through 11 also convey the same message as lines 5 through 8.His love will last until â€Å"the rocks melt wi’ the sun† (Burns 1401) Burns emphasizes again the fact that his love will never end. This reiteration tells readers that he truly loves this person and that he will not stop loving this person until the end of time. The final stanza has multiple meanings. He could mean that their love is separated above or beyond the sands of time.

Marketing Case Study

CASE 4? 6 Making Socially Responsible and Ethical Strategic decisions move a company toward its stated goals and perceived success. Strategic decisions also re? ect the ? rm’s social responsibility and the ethical values on which such decisions are made. They re? ect what is considered important and what a company wants to achieve. Mark Pastin, writing on the function of ethics in business decisions, observes: There are fundamental principles, or ground rules, by which organizations act. Like the ground rules of individuals, organizational ground rules determine which actions are possible for the organization and what the actions mean. Buried beneath the charts of organizational responsibility, the arcane strategies, the crunched numbers, and the political intrigue of every ? rm are sound rules by which the game unfolds. The following situations re? ect different decisions made by multinational ? rms and governments and also re? ect the social responsibility and ethical values underpinning the decisions. Study the following situations in the global cigarette marketplace carefully and assess the ground rules that guided the decisions of ? rms and governments. Marketing Decisions: Selling Tobacco to Third World Countries expanding market. As an example, Indonesia’s per capita cigarette consumption quadrupled in less than ten years. Increasingly, cigarette advertising on radio and television is being restricted in some countries, but other means of promotion, especially to young people, are not controlled. China, with more than 300 million smokers, produces and consumes about 1. 4 trillion cigarettes per year, more than any other country in the world. Estimates are that China has more smokers than the United States has people. Just 1 percent of that 1. 4 trillion cigarette market would increase a tobacco company’s overseas sales by 15 percent and would be worth as much as $300 million in added revenue. American cigarette companies have received a warm welcome in Russia, where at least 50 percent of the people smoke. Consumers are hungry for most things Western, and tobacco taxes are low. Unlike in the United States and other countries that limit or ban cigarette advertising, there are few effective controls on tobacco products in Russia. Russia, the world’s fourth largest cigarette market, has proved to be an extremely pro? table territory for British American Tobacco (BAT). BAT Russia, established in 1949, sold 65 billion cigarettes in Russia in 2005, giving it almost one? fth of market share. EXPORTING U. S. CIGARETTE CONSUMPTION In the United States, 600 billion cigarettes are sold annually, but sales are shrinking rapidly. Unit sales have been dropping about 1 to 2 percent a year, and sales have been down by almost 5 percent in the last six years. The U. S. Surgeon General’s campaign against smoking, higher cigarette taxes, non-smoking rules in public areas, and the concern Americans have about general health have led to the decline in tobacco consumption. Faced with various class-action lawsuits, the success of states in winning lawsuits, and pending federal legislation, tobacco companies have stepped up their international marketing activities to maintain pro? ts. Even though companies have agreed to sweeping restrictions in the United States on cigarette marketing and secondhand smoke and to bolder cancer-warning labels, they are ? hting as hard as ever in the Third World to convince the media, the public, and policymakers that similar changes are not needed. In seminars at luxury resorts worldwide, tobacco companies invite journalists, all expenses paid, to participate in programs that play down the health risks of smoking. It is hard to gauge the in? uence of such seminars, but in the Philippines, a government plan to reduce smoking by children was â€Å"neutralized† by a public relations campaign from cigarette companies to remove â€Å"cancer awareness and prevention† as a â€Å"key concern. A slant in favor of the tobacco industry’s point of view seemed to prevail. At a time when most industrialized countries are discouraging smoking, the tobacco industry is avidly courting consumers throughout the developing world using catchy slogans, obvious image campaigns, and single-cigarette sales that ? t a hard-pressed customer’s budget. The reason is clear: The Third World is an ADVERTISING AND PROMOTION In Gambia, smokers send in cigarette box tops to qualify for a chance to win a new car. In Argentina, smoking commercials ? ll 20 percent of television advertising time. And in crowded African cities, billboards that link smoking to the good life tower above the sweltering shantytowns. Such things as baby clothes with cigarette logos, health warnings printed in foreign languages, and tobaccosponsored contests for children are often featured in tobacco ads in Third World countries. Latin American tobacco consumption rose by more than 24 percent over a ten-year period. Critics claim that sophisticated promotions in unsophisticated societies entice people who cannot afford the necessities of life to spend money on a luxury—and a dangerous one at that. The sophistication theme runs throughout the smoking ads. In Kinshasa, Zaire, billboards depict a man in a business suit stepping out of a black Mercedes as a chauffeur holds the door. In Nigeria, promotions for Graduate brand cigarettes show a university student in his cap and gown. Those for Gold Leaf cigarettes have a barrister in a white wig and the slogan, â€Å"A very important cigarette for very important people. † In Kenya, a magazine ad for Embassy cigarettes shows an elegant executive of? cer with three young men and women equivalent to American yuppies. The most disturbing trend in developing countries is advertising that associates tobacco with American af? uence and culture. Some women in Africa, in their struggle for women’s rights, de? antly smoke cigarettes as a symbol of freedom. Billboards all over Russia feature pictures of skyscrapers and white sandy beaches and slogans like â€Å"Total Freedom† or â€Å"Rendezvous with America. † They aren’t advertising foreign travel but American cigarette brands. Cases 4 Developing Global Marketing Strategies Every cigarette manufacturer is in the image business, and tobacco companies say their promotional slant is both reasonable and common. They point out that in the Third World a lot of people cannot understand what is written in the ads anyway, so the ads zero in on the more understandable visual image. â€Å"In most of the world, the Marlboro Man isn’t just a symbol of the Wild West; he’s a symbol of the West. † â€Å"You can’t convince people that all Americans don’t smoke. † In Africa, some of the most effective advertising includes images of af? uent white Americans with recognizable landmarks, such as the New York City skyline, in the background. In much of Africa, children as young as ? e are used to sell single cigarettes, affordable to other children, to support their own nicotine habits. Worldwide nearly one-fourth of all teenage smokers smoked their ? rst cigarette before they were 10 years old. The scope of promotional activity is enormous. In Kenya, a major tobacco company is the fourth-largest advertiser. Tobaccosponsored lotteries bolster sales in some countries by offering as prizes expensive goods that are beyond most people’s budgets. Gambia has a population of just 640,000, but a tobacco company lottery attracted 1. million entries (each sent in on a cigarette box top) when it raf? ed off a Renault car. Evidence is strong that the strategy of tobacco companies is to target young people as a means of expanding market demand. Report after report reveals that adolescents receive cigarettes free as a means of promoting the product. For example, in Buenos Aires, a Jeep decorated with the yellow Camel logo pulls up in front of a high school. The driver, a blond woman wearing khaki safari gear, begins handing out free cigarettes to 15- and 16-year-olds on lunch recess. Teens visiting MTV’s Web sites in China, Germany, India, Poland, and Latin America were given the chance to click on a banner ad that led them to a questionnaire about their exposure to cigarette ads and other marketing tools in their countries. Some 10,000 teens responded to the banner ads. â€Å"In the past week, more than 62 percent of teenagers in these countries have been exposed to tobacco advertising in some form,† the 17-year-old SWAT (Students Working against Tobacco) chairman told Reuters. The tobacco companies learned that marketing to teens and kids worked in this country, but since they can’t do it here anymore, they’ve taken what they learned to other countries. † At a video arcade in Taipei, free American cigarettes are strewn atop each game. â€Å"As long as they’re here, I may as well try one,† says a high school girl. In Malaysia, Gila-Gila, a comic book popular with elementary school students, carries a Lucky Strike a d. Attractive women in cowboy out? ts regularly meet teenagers going to rock concerts or discos in Budapest and hand them Marlboros. Those who accept a light on the spot also receive Marlboro sunglasses. According to the American Lung Association Tobacco Policy Trend Alert, the tobacco industry is offering candy-? avored cigarettes in an attempt to continue to target teens. 1 Advertising and promotion of these products uses hip-hop imagery, attractive women, and other imagery to appeal to youth in similar ways that Joe Camel did a decade ago. Marketing efforts for candy-? avored cigarettes came after the Master Settlement Agreement prohibited tobacco companies from using cartoon characters to sell cigarettes. Researchers recently released the results of several surveys that showed that 20 percent of smokers ages 17 to 19 smoked ? avored cigarettes, while only 6 percent of smokers ages 17 to 20 did. In Russia, a U. S. cigarette company sponsors disco parties where thousands of young people dance to booming music. Admission is the purchase of one pack of cigarettes. At other cigarettesponsored parties, attractive women give cigarettes away free. In many countries, foreign cigarettes have a status image that also encourages smoking. A 26-year-old Chinese man says he switched from a domestic brand to Marlboro because â€Å"You feel a higher social position† when you smoke foreign cigarettes. â€Å"Smoking is a sign of luxury in the Czech Republica as well as in Russia and other Eastern countries,† says an executive of a Czech tobacco ? rm that has a joint venture with a U. S. company. â€Å"If I can smoke Marlboro, then I’m a well-to-do man. † The global tobacco companies insist that they are not attempting to recruit new smokers. They say they are only trying to encourage smokers to switch to foreign brands. The same number of cigarettes are consumed whether American cigarettes or not,† was the comment of one executive. Although cigarette companies deny they sell higher tar and nicotine cigarettes in the Third World, one British tobacco company does concede that some of its brands sold in developing countries contain more tar and nicotine than those sold in the United States and Europe. A recent study found three major U. S. brands with ? lters had 17 milligrams of tar in the United States, 22. 3 in Kenya, 29. 7 in Malaysia, and 31. 1 in South Africa. Another brand with ? ters had 19. 1 milligrams of tar in the United States, 28. 8 in South Africa, and 30. 9 in the Philippines. The ? rm says that Third World smokers are used to smoking their own locally made product, which might have several times more tar and nicotine. Thus, the ? rm leaves the tar- and nicotine-level decisions to its foreign subsidiaries, who tailor their products to local tastes. C. Everett Koop, the retired U. S. Surgeon General, was quoted in a recent news conference as saying, â€Å"Companies’ claims that science cannot say with certainty that tobacco causes cancer were ? t-footed lies† and that â€Å"sending cigarettes to the Third World was the export of death, disease, and disability. † An Oxford University epidemiologist has estimated that, because of increas ing tobacco consumption in Asia, the annual worldwide death toll from tobaccorelated illnesses will more than triple over the next two decades. Perhaps 100 million people died prematurely during the 20th century as a result of tobacco, making it the leading preventable cause of death and one of the top killers overall. According to the World Health Organization, ach year smoking causes 4 million deaths globally, and it expects the annual toll to rise to 10 million in 2030. GOVERNMENT INVOLVEMENT Third World governments often stand to pro? t from tobacco sales. Brazil collects 75 percent of the retail price of cigarettes in taxes, some $100 million a month. The Bulgarian state-owned tobacco company, Bulgartabac, contributes almost $30 million in taxes to the government annually. Bulgartabac is a major exporter of cigarettes to Russia, exporting 40,000 tons of cigarettes annually. Tobacco is Zimbabwe’s largest cash crop. One news report from a Zimbabwe newspaper reveals strong support for cigarette companies. â€Å"Western anti-tobacco lobbies demonstrate unbelievable hypocrisy,† notes one editorial. â€Å"It is relatively easy to sit in Washington or London and prattle on about the so-called evils of smoking, but they are far removed from the day-to-day grind of earning a living in the Third World. † It goes on to comment that it doesn’t dispute the fact that smoking is addictive or that it may cause diseases, but â€Å"smoking does not necessarily lead to certain 1 See â€Å"From Joe Camel to Kauai Kolada—The Marketing of Candy-Flavored Cigarettes,† http://lungusa. org. Part 6 Supplementary Material 350 million smokers, China has 50 million more cigarette buyers than the U. S. has people, according to Euromonitor. While smoking rates in developed countries have slowly declined, they have shot up dramatically in some developing counties where PMI is a major player. These include Pakistan (up 42 percent since 2001), Ukraine (up 36 percent), and Argentina (up 18 percent). death. Nor is it any more dangerous than other habits. Unfortunately, tobacco smoking has attracted the attention of a particularly â€Å"sanctimonious, meddling sector of society. They would do better to keep their opinions to themselves. † Generally, smoking is not a big concern of governments beset by debt, internal con? ict, drought, or famine. It is truly tragic, but the worse famine becomes, the more people smoke—just as with war, when people who are worried want to smoke. â€Å"In any case,† says one representative of an international tobacco company, â€Å"People in developing countries don’t have a long enough life expectancy to worry about smoking-related problems. You can’t turn to a guy who is going to die at age 40 and tell him that he might not live up to 2 years extra at age 70. † As for promoting cigarettes in the Third World, â€Å"If there is no ban on TV advertising, then you aren’t going to be an idiot and impose restrictions on yourself,† says the representative, â€Å"and likewise, if you get an order and you know that they’ve got money, no one is going to turn down the business. † Cigarette companies ? gure China’s self-interest will preserve its industry. Tobacco provides huge revenues for Beijing because all tobacco must be sold through the China National Tobacco Company monopoly. Duty on imported cigarettes is nearly 450 percent of their value. Consequently, tobacco is among the central government’s biggest source of funding, accounting for more than $30 billion in income in 2005. China is also a major exporter of tobacco. ANTISMOKING PROMOTIONS Since the early 1990s, multinational tobacco companies have promoted â€Å"youth smoking prevention† programs as part of their â€Å"Corporate Social Responsibility† campaigns. The companies have partnered with third-party allies in Latin America, most notably nonpro? t educational organizations and education and health ministries to promote youth smoking prevention. Even though there is no evidence that these programs reduce smoking among youths, they have met the industry’s goal of portraying the companies as concerned corporate citizens. In fact, a new study proves that youth smoking prevention ads created by the tobacco industry and aimed at parents actually increase the likelihood that teens will smoke. The study, â€Å"Impact of Televised Tobacco Industry Smoking Prevention Advertising on Youth Smoking-Related Beliefs, Intentions and Behavior,† published in the December 2006 issue of the American Journal of Public Health, sought to understand how the tobacco industry uses â€Å"youth smoking prevention† programs in Latin America. Tobacco industry documents, so-called social reports, media reports, and material provided by Latin American public health advocates were all analyzed. The study is the ? rst to examine the speci? c effect of tobacco company parent-focused advertising on youth. It found that ads that the industry claims are aimed at preventing youth from smoking actually provide no bene? t to youth. In fact, the ads that are created for parental audiences but also are seen by teens are associated with stronger intentions by teens to smoke in the future. Brazil has the world’s strictest governmental laws against smoking, consisting of highly visible antismoking campaigns, severe controls on advertising, and very high tax rates on smoking products. Despite these obstacles, the number of smokers in Brazil continues to grow. In 2006, there were approximately 44 million smokers in the country, up from 38 million in 1997. Factors driving this trend include the low price of cigarettes, which are among the lowest in the world; the easy access to tobacco products; and the actions taken by the powerful tobacco companies to slow down antismoking legislation in Brazil. FOCUS ON DEVELOPING MARKETS Lawsuits, stringent legislation against advertising, laws restricting where people can smoke, and other antismoking efforts on the part of governments have caused tobacco companies to intensify their efforts in those markets where restrictions are fewer and governments more friendly. As part of a strategy to increase its sales in the developing world, Philip Morris International (PMI) was spun off from Philip Morris USA in 2008 to escape the threat of litigation and government regulation in the United States. The move frees the tobacco giant’s international operations of the legal and public-relations headaches in the United States that have hindered its growth. Its practices are no longer constrained by American public opinion, paving the way for broad product experimentation. A new product, Marlboro Intense, is likely to be part of an aggressive blitz of new smoking products PMI will roll out around the globe. The Marlboro Intense cigarette has been shrunk down by about a half inch and offers smokers seven potent puffs apiece, versus the average of eight or so milder draws. The idea behind Intense is to appeal to customers who, due to indoor smoking bans, want to dash outside for a quick nicotine hit but don’t always ? nish a full-size cigarette. The CEO of PMI says there are â€Å"possibly 50 markets that are interested in deploying Marlboro Intense. † Other product innovations include sweet-smelling cigarettes that contain tobacco, cloves and ? voring—with twice the tar and nicotine levels of a conventional U. S. cigarette. Marlboro Mix 9, a high-nicotine, high-tar cigarette launched in Indonesia in 2007, and a clove-infused Mix 9 will be exported to other southeast Asian markets next. Another iteration of the Marlboro brand, the Marlboro Filter Plus, is being sold in South Korea, Russia, Kazakhstan, and Ukraine. It touts a special ? lter made of carbon, cellulose ac etate, and a tobacco plug that the company claims lowers the tar level while giving smokers a smoother taste. One of PMI’s immediate goals is to harness the huge potential of China’s smoking population, as well as some of that country’s own brands, which it has agreed to market worldwide. With some ASSESSING THE ETHICS OF STRATEGIC DECISIONS Ethical decision making is not a simplistic â€Å"right† or â€Å"wrong† determination. Ethical ground rules are complex, tough to sort out and to prioritize, tough to articulate, and tough to use. The complexity of ethical decisions is compounded in the international setting, which comprises different cultures, different perspectives of right and wrong, different legal requirements, and different goals. Clearly, when U. S. companies conduct business in an international setting, the ground rules become further complicated by the values, customs, traditions, ethics, and goals of the host countries, which each have developed their own ground rules for conducting business. Three prominent American ethicists have developed a framework to view the ethical implications of strategic decisions by American Cases 4 Developing Global Marketing Strategies ? rms. They identify three ethical principles that can guide American managers in assessing the ethical implications of their decisions and the degree to which these decisions re? ct these ethical principles or ground rules. They suggest asking, â€Å"Is the corporate strategy acceptable according to the following ethical ground rules? † These questions can help uncover the ethical ground rules embedded in the tobacco consumption situation described in this case. These questions lead to an ethical analysis of the degree to which this str ategy is bene? cial or harmful to the parties and, ultimately, whether it is a â€Å"right† or â€Å"wrong† strategy, or whether the consequences of this strategy are ethical or socially responsible for the parties involved. These ideas are incorporated in the decision tree in Exhibit 1. Principles Utilitarian ethics (Bentham, Smith) Question Does the corporate strategy optimize the â€Å"common good† or bene? ts of all constituencies? Does the corporate strategy respect the rights of the individuals involved? Does the corporate strategy respect the canons of justice or fairness to all parties? Rights of the parties (Kant, Locke) Justice or fairness (Aristotle, Rawls) Exhibit 1 A Decision Tree for Incorporating Ethical and Social Responsibility Issues into Multinational Business Decisions Does the decision efficiently optimize the common good or benefits of: THE BUSINESS FIRM? Stockholders Management Profits Growth Other SOCIETY? Culture Order Justice â€Å"The good life† Other THE ECONOMY? THE INDIVIDUAL? Economic growth Freedom Allocation of resources Health and welfare Production and distribution Self-realization of goods and services Human dignity Other Opportunity Other YES NO YES Are there critical factors that justify suboptimizing these goals and satisfactions? NO Does the decision respect the rights of individuals involved? YES NO Reject Decision YES Are there critical factors that justify the abrogation of a right? NO Does the corporate decision respect the canons of justice or fairness to all parties involved? YES YES NO Reject Decision Are there critical factors that justify the violation of a canon of justice? NO Accept Decision Reject Decision Part 6 Supplementary Material See www. who. int, the World Health Organization’s Web site, for more details regarding the current tobacco controversy. See also www. getswat. com for a worldwide student initiative against smoking. Laczniak and Naor discuss the complexity of international ethics or, more precisely, the ethical assumptions that underlie strategic decisions for multinationals. 2 They suggest that multinationals can develop consistency in their policies by using federal law as a baseline for appropriate behavior as well as respect for the host country’s general value structure. They conclude with four recommendations for multinationals: 1. Expand codes of ethics to be worldwide in scope. 2. Expressly consider ethical issues when developing worldwide corporate strategies. . If the ? rm encounters major ethical dilemmas, consider withdrawal from the problem market. 4. Develop periodic ethics-impact statements, including impacts on host parties. 2 QUESTIONS 1. Use the model in Exhibit 1 as a guide and assess the ethical and social responsibility implications of the situations described. 2. Can you recommend alternative strategies or solutions to the dilemmas confronting the tobacco companies? To governments? What is the price of ethical behavior? 3. Should the U. S. government support U. S. tobacco company interests abroad? . Should a company be forced to stop marketing a product that is not illegal, such as cigarettes? Gene R. Laczniak and Jacob Naor, â€Å"Global Ethics: Wrestling with the Corporate Conscience,† Business, July–September 1985. Sources: â€Å"Smoke Over the Horizon; U. S. Gains in Tobacco Control Are Being Offset Internationally,† The Washington Post, July 23, 2006; â€Å"Death and Taxes: England Has Become the Latest in a Series of Countries to Vote for Restrictions on Smoking in Public Places,† Financial Management (UK), April 1, 2006; â€Å"Trick or Treat? Tobacco Industry Prevention Ads Don’t Help Curb Youth Smoking,† PR Newswire, October 31, 2006; â€Å"China Exclusive: China, With One Third of World’s Smokers, Promises a ‘Non-Smoking’ Olympics,† Xinhua News Agency, May 29, 2006; â€Å"Tobacco Consumption and Motives for Use in Mexican University Students,† Adolescence, June 22, 2006; â€Å"A Change in the Air: Smoking Bans Gain Momentum Worldwide,† Environmental Health Perspectives, August 1, 2007; â€Å"Adams Won’t Kick the BAT Habit: The Head of British American Tobacco Is Stoical About the Looming Ban on Smoking in Public Spaces: BAT will Adapt,† The Sunday Telegraph London, June 10, 2007; â€Å"Heart Disease, Stroke Plague Third World,† Associated Press (Online), April 4, 2006; â€Å"Get a Detailed Picture of the Tobacco Industry in Brazil,† M2 Press Wire, December 20, 2007; Vanessa O’Connell, â€Å"Philip Morris Readies Global Tobacco Blit z; Division Spin-off Enables Aggressive Product Push; High-Tar Smokes in Asia,† The Wall Street Journal, January 29, 2008; â€Å"The Global Tobacco Threat,† The New York Times, February 19, 2008; â€Å"How to Save a Billion Lives; Smoking,† The Economist (London,) February 9, 2008; â€Å"Whether Here or There, Cigarettes Still Kill People,† The Wall Street Journal, February 4, 2008. Marketing Case Study 1. When 7-UP introduced itself into the soft drink industry, they were generally thought of by consumers as a company that produced a clear soft drink for mixing alcoholic beverages.   After conducting extensive research, 7-UP found that colas were the best-selling category in the soft drink industry.   7-UP then repositioned itself in the market by introducing the slogan, â€Å"7-UP, the uncola.†Ã‚   This repositioning allowed them to take third place in the market, after Coca Cola and Pepsi, and also allowed for growth and gains over competitors in the lemon-lime category of soft drinks.   In addition, 7-UP differentiates itself from other soft drink manufacturers in several ways.   Within the lemon-lime category, 7-UP has introduced a new tagline, â€Å"all things in green bottles are not the same.†Ã‚   This tagline is meant to differentiate 7-UP from Sprite and Sierra Mist.   Two other new taglines will include â€Å"for less sweet, syrupy taste, the only way to go is Up† and â€Å"When you add it all up, the only way to go is Up† (Wikipedia).2. 7-UP was able to change consumer behavior by using psychology and working with the concept that everyone wants to be an individual.   When introducing the â€Å"uncola† tagline, 7-UP based this introduction on consumer research.   Purchasing and consuming Coke and Pepsi were part of going along with the group since many people were purchasing those products at the time.   Introducing 7-UP as the â€Å"uncola† brought to mind a sense of individuality for consumers.   The 7-UP marketing executives put the idea in their heads that purchasing and consuming 7-UP products would make them stand out from the crowd.   7-UP has continued this tradition of changing consumer behavior since that time.The company hopes to change consumer behavior in the twenty-first century by introducing a product called 7-UP Plus.   This product will create a whole new category wit hin the soft drink industry, as it is going to be sold as a soft drink with added nutritional value.   Again, 7-UP is basing the introduction of this product on consumer trends and research.   Due to the obesity epidemic in America, combined with raised health awareness on the part of many men and women, 7-UP will be introducing this reduced sugar product with added vitamins and minerals.   Introducing this product shows that 7-UP is on top of trends in consumer spending and, by introducing this product, the executives may be able to change consumer behavior from purchasing sugar-laden soft drinks with empty calories to purchasing a less sweetened product with vitamins and minerals that are needed to fuel the human body (Dillon).3.   Like any company, 7-UP has had many successes and failures throughout its history.   In the initial stages of the company, there were 600 lemon-lime beverages competing for market share with 7-UP.   7-UP was able to survive and rise to the t op of the market by successfully becoming one of the first lemon-lime soft drinks to be nationally distributed. 7-UP also floundered in the soft drink market due to poor marketing.   Originally, the soft drink was a means of calming children with upset stomachs.   Later, it became a mixer for alcoholic beverages.   Because 7-UP was thought of as a bartending mixer and not an individual beverage, sales were mostly due to people intending to mix the 7-UP with a type of alcoholic beverage.7-UP conducted extensive research and found that cola drinks were the best-selling soft drink in the industry.   However, these cola drinks contained a considerable amount of caffeine.   After careful consideration, they introduced the slogan, â€Å"7-UP, the uncola.†Ã‚   This slogan appealed to consumers because it carried a sense of individualism and it also appealed to those who were health-conscious and knew the effects of too much caffeine.   This was one of 7-UPs great success es.   Another failure by 7-UP was the introduction of 7-UP Gold.   7-UP Gold was designed as a spiced version of 7-UP, similar in taste to the ginger ale soft drink.   Although it was widely marketed and advertised, the product was never a hit and was discontinued.Another successful marketing campaign capitalized on the principles of Zen.   A television commercial featured a Zen master asking disciples to correctly choose.   The 7-UP symbolized light and consciousness while the cola featured in the commercial symbolized darkness.   With that commercial, 7-UP made consumers think they were making a good life choice by purchasing and consuming 7-UP.   Another failure in 7-UPs history is its poor bottling and distribution structure.   When 7-UP was first introduced, it had little competition because Coca Cola and Pepsi did not manufacture lemon-lime soft drinks.   This changed when Coca Cola introduced Sprite and Pepsi introduced Sierra Mist.   Bottlers were then fo rced by these respective companies to discontinue bottling 7-UP and exclusively bottle their products.   Unfortunately, this had led to an inability for 7-UP to be widely distributed to smaller stores.   As a result, 7-UP can often only be found in large stores or chains (Wikipedia).4.   7-UP's marketing strategy has been successful in many ways.   With the introduction of new taglines and slogans, 7-UP has been successful at positioning themselves in consumers' minds and increasing market share in the soft drink industry.   7-UP's marketing strategy has also been successful because marketing executives have capitalized on consumer trends throughout the history of the company.In the 1970s, the company seized upon the fact that the popular cola drinks had high levels of caffeine and redesigned their advertising to reflect the healthier choice that 7-UP was.   In addition, they appealed to the consumer's sense of wanting to be an individual and introduced advertisements ge ared toward that concept.   With the invention of new technology, 7-UP has also gained a presence on the World Wide Web with a well-designed web site that gives important information about the company and its products (Wikipedia). Marketing Case Study CASE 4? 6 Making Socially Responsible and Ethical Strategic decisions move a company toward its stated goals and perceived success. Strategic decisions also re? ect the ? rm’s social responsibility and the ethical values on which such decisions are made. They re? ect what is considered important and what a company wants to achieve. Mark Pastin, writing on the function of ethics in business decisions, observes: There are fundamental principles, or ground rules, by which organizations act. Like the ground rules of individuals, organizational ground rules determine which actions are possible for the organization and what the actions mean. Buried beneath the charts of organizational responsibility, the arcane strategies, the crunched numbers, and the political intrigue of every ? rm are sound rules by which the game unfolds. The following situations re? ect different decisions made by multinational ? rms and governments and also re? ect the social responsibility and ethical values underpinning the decisions. Study the following situations in the global cigarette marketplace carefully and assess the ground rules that guided the decisions of ? rms and governments. Marketing Decisions: Selling Tobacco to Third World Countries expanding market. As an example, Indonesia’s per capita cigarette consumption quadrupled in less than ten years. Increasingly, cigarette advertising on radio and television is being restricted in some countries, but other means of promotion, especially to young people, are not controlled. China, with more than 300 million smokers, produces and consumes about 1. 4 trillion cigarettes per year, more than any other country in the world. Estimates are that China has more smokers than the United States has people. Just 1 percent of that 1. 4 trillion cigarette market would increase a tobacco company’s overseas sales by 15 percent and would be worth as much as $300 million in added revenue. American cigarette companies have received a warm welcome in Russia, where at least 50 percent of the people smoke. Consumers are hungry for most things Western, and tobacco taxes are low. Unlike in the United States and other countries that limit or ban cigarette advertising, there are few effective controls on tobacco products in Russia. Russia, the world’s fourth largest cigarette market, has proved to be an extremely pro? table territory for British American Tobacco (BAT). BAT Russia, established in 1949, sold 65 billion cigarettes in Russia in 2005, giving it almost one? fth of market share. EXPORTING U. S. CIGARETTE CONSUMPTION In the United States, 600 billion cigarettes are sold annually, but sales are shrinking rapidly. Unit sales have been dropping about 1 to 2 percent a year, and sales have been down by almost 5 percent in the last six years. The U. S. Surgeon General’s campaign against smoking, higher cigarette taxes, non-smoking rules in public areas, and the concern Americans have about general health have led to the decline in tobacco consumption. Faced with various class-action lawsuits, the success of states in winning lawsuits, and pending federal legislation, tobacco companies have stepped up their international marketing activities to maintain pro? ts. Even though companies have agreed to sweeping restrictions in the United States on cigarette marketing and secondhand smoke and to bolder cancer-warning labels, they are ? hting as hard as ever in the Third World to convince the media, the public, and policymakers that similar changes are not needed. In seminars at luxury resorts worldwide, tobacco companies invite journalists, all expenses paid, to participate in programs that play down the health risks of smoking. It is hard to gauge the in? uence of such seminars, but in the Philippines, a government plan to reduce smoking by children was â€Å"neutralized† by a public relations campaign from cigarette companies to remove â€Å"cancer awareness and prevention† as a â€Å"key concern. A slant in favor of the tobacco industry’s point of view seemed to prevail. At a time when most industrialized countries are discouraging smoking, the tobacco industry is avidly courting consumers throughout the developing world using catchy slogans, obvious image campaigns, and single-cigarette sales that ? t a hard-pressed customer’s budget. The reason is clear: The Third World is an ADVERTISING AND PROMOTION In Gambia, smokers send in cigarette box tops to qualify for a chance to win a new car. In Argentina, smoking commercials ? ll 20 percent of television advertising time. And in crowded African cities, billboards that link smoking to the good life tower above the sweltering shantytowns. Such things as baby clothes with cigarette logos, health warnings printed in foreign languages, and tobaccosponsored contests for children are often featured in tobacco ads in Third World countries. Latin American tobacco consumption rose by more than 24 percent over a ten-year period. Critics claim that sophisticated promotions in unsophisticated societies entice people who cannot afford the necessities of life to spend money on a luxury—and a dangerous one at that. The sophistication theme runs throughout the smoking ads. In Kinshasa, Zaire, billboards depict a man in a business suit stepping out of a black Mercedes as a chauffeur holds the door. In Nigeria, promotions for Graduate brand cigarettes show a university student in his cap and gown. Those for Gold Leaf cigarettes have a barrister in a white wig and the slogan, â€Å"A very important cigarette for very important people. † In Kenya, a magazine ad for Embassy cigarettes shows an elegant executive of? cer with three young men and women equivalent to American yuppies. The most disturbing trend in developing countries is advertising that associates tobacco with American af? uence and culture. Some women in Africa, in their struggle for women’s rights, de? antly smoke cigarettes as a symbol of freedom. Billboards all over Russia feature pictures of skyscrapers and white sandy beaches and slogans like â€Å"Total Freedom† or â€Å"Rendezvous with America. † They aren’t advertising foreign travel but American cigarette brands. Cases 4 Developing Global Marketing Strategies Every cigarette manufacturer is in the image business, and tobacco companies say their promotional slant is both reasonable and common. They point out that in the Third World a lot of people cannot understand what is written in the ads anyway, so the ads zero in on the more understandable visual image. â€Å"In most of the world, the Marlboro Man isn’t just a symbol of the Wild West; he’s a symbol of the West. † â€Å"You can’t convince people that all Americans don’t smoke. † In Africa, some of the most effective advertising includes images of af? uent white Americans with recognizable landmarks, such as the New York City skyline, in the background. In much of Africa, children as young as ? e are used to sell single cigarettes, affordable to other children, to support their own nicotine habits. Worldwide nearly one-fourth of all teenage smokers smoked their ? rst cigarette before they were 10 years old. The scope of promotional activity is enormous. In Kenya, a major tobacco company is the fourth-largest advertiser. Tobaccosponsored lotteries bolster sales in some countries by offering as prizes expensive goods that are beyond most people’s budgets. Gambia has a population of just 640,000, but a tobacco company lottery attracted 1. million entries (each sent in on a cigarette box top) when it raf? ed off a Renault car. Evidence is strong that the strategy of tobacco companies is to target young people as a means of expanding market demand. Report after report reveals that adolescents receive cigarettes free as a means of promoting the product. For example, in Buenos Aires, a Jeep decorated with the yellow Camel logo pulls up in front of a high school. The driver, a blond woman wearing khaki safari gear, begins handing out free cigarettes to 15- and 16-year-olds on lunch recess. Teens visiting MTV’s Web sites in China, Germany, India, Poland, and Latin America were given the chance to click on a banner ad that led them to a questionnaire about their exposure to cigarette ads and other marketing tools in their countries. Some 10,000 teens responded to the banner ads. â€Å"In the past week, more than 62 percent of teenagers in these countries have been exposed to tobacco advertising in some form,† the 17-year-old SWAT (Students Working against Tobacco) chairman told Reuters. The tobacco companies learned that marketing to teens and kids worked in this country, but since they can’t do it here anymore, they’ve taken what they learned to other countries. † At a video arcade in Taipei, free American cigarettes are strewn atop each game. â€Å"As long as they’re here, I may as well try one,† says a high school girl. In Malaysia, Gila-Gila, a comic book popular with elementary school students, carries a Lucky Strike a d. Attractive women in cowboy out? ts regularly meet teenagers going to rock concerts or discos in Budapest and hand them Marlboros. Those who accept a light on the spot also receive Marlboro sunglasses. According to the American Lung Association Tobacco Policy Trend Alert, the tobacco industry is offering candy-? avored cigarettes in an attempt to continue to target teens. 1 Advertising and promotion of these products uses hip-hop imagery, attractive women, and other imagery to appeal to youth in similar ways that Joe Camel did a decade ago. Marketing efforts for candy-? avored cigarettes came after the Master Settlement Agreement prohibited tobacco companies from using cartoon characters to sell cigarettes. Researchers recently released the results of several surveys that showed that 20 percent of smokers ages 17 to 19 smoked ? avored cigarettes, while only 6 percent of smokers ages 17 to 20 did. In Russia, a U. S. cigarette company sponsors disco parties where thousands of young people dance to booming music. Admission is the purchase of one pack of cigarettes. At other cigarettesponsored parties, attractive women give cigarettes away free. In many countries, foreign cigarettes have a status image that also encourages smoking. A 26-year-old Chinese man says he switched from a domestic brand to Marlboro because â€Å"You feel a higher social position† when you smoke foreign cigarettes. â€Å"Smoking is a sign of luxury in the Czech Republica as well as in Russia and other Eastern countries,† says an executive of a Czech tobacco ? rm that has a joint venture with a U. S. company. â€Å"If I can smoke Marlboro, then I’m a well-to-do man. † The global tobacco companies insist that they are not attempting to recruit new smokers. They say they are only trying to encourage smokers to switch to foreign brands. The same number of cigarettes are consumed whether American cigarettes or not,† was the comment of one executive. Although cigarette companies deny they sell higher tar and nicotine cigarettes in the Third World, one British tobacco company does concede that some of its brands sold in developing countries contain more tar and nicotine than those sold in the United States and Europe. A recent study found three major U. S. brands with ? lters had 17 milligrams of tar in the United States, 22. 3 in Kenya, 29. 7 in Malaysia, and 31. 1 in South Africa. Another brand with ? ters had 19. 1 milligrams of tar in the United States, 28. 8 in South Africa, and 30. 9 in the Philippines. The ? rm says that Third World smokers are used to smoking their own locally made product, which might have several times more tar and nicotine. Thus, the ? rm leaves the tar- and nicotine-level decisions to its foreign subsidiaries, who tailor their products to local tastes. C. Everett Koop, the retired U. S. Surgeon General, was quoted in a recent news conference as saying, â€Å"Companies’ claims that science cannot say with certainty that tobacco causes cancer were ? t-footed lies† and that â€Å"sending cigarettes to the Third World was the export of death, disease, and disability. † An Oxford University epidemiologist has estimated that, because of increas ing tobacco consumption in Asia, the annual worldwide death toll from tobaccorelated illnesses will more than triple over the next two decades. Perhaps 100 million people died prematurely during the 20th century as a result of tobacco, making it the leading preventable cause of death and one of the top killers overall. According to the World Health Organization, ach year smoking causes 4 million deaths globally, and it expects the annual toll to rise to 10 million in 2030. GOVERNMENT INVOLVEMENT Third World governments often stand to pro? t from tobacco sales. Brazil collects 75 percent of the retail price of cigarettes in taxes, some $100 million a month. The Bulgarian state-owned tobacco company, Bulgartabac, contributes almost $30 million in taxes to the government annually. Bulgartabac is a major exporter of cigarettes to Russia, exporting 40,000 tons of cigarettes annually. Tobacco is Zimbabwe’s largest cash crop. One news report from a Zimbabwe newspaper reveals strong support for cigarette companies. â€Å"Western anti-tobacco lobbies demonstrate unbelievable hypocrisy,† notes one editorial. â€Å"It is relatively easy to sit in Washington or London and prattle on about the so-called evils of smoking, but they are far removed from the day-to-day grind of earning a living in the Third World. † It goes on to comment that it doesn’t dispute the fact that smoking is addictive or that it may cause diseases, but â€Å"smoking does not necessarily lead to certain 1 See â€Å"From Joe Camel to Kauai Kolada—The Marketing of Candy-Flavored Cigarettes,† http://lungusa. org. Part 6 Supplementary Material 350 million smokers, China has 50 million more cigarette buyers than the U. S. has people, according to Euromonitor. While smoking rates in developed countries have slowly declined, they have shot up dramatically in some developing counties where PMI is a major player. These include Pakistan (up 42 percent since 2001), Ukraine (up 36 percent), and Argentina (up 18 percent). death. Nor is it any more dangerous than other habits. Unfortunately, tobacco smoking has attracted the attention of a particularly â€Å"sanctimonious, meddling sector of society. They would do better to keep their opinions to themselves. † Generally, smoking is not a big concern of governments beset by debt, internal con? ict, drought, or famine. It is truly tragic, but the worse famine becomes, the more people smoke—just as with war, when people who are worried want to smoke. â€Å"In any case,† says one representative of an international tobacco company, â€Å"People in developing countries don’t have a long enough life expectancy to worry about smoking-related problems. You can’t turn to a guy who is going to die at age 40 and tell him that he might not live up to 2 years extra at age 70. † As for promoting cigarettes in the Third World, â€Å"If there is no ban on TV advertising, then you aren’t going to be an idiot and impose restrictions on yourself,† says the representative, â€Å"and likewise, if you get an order and you know that they’ve got money, no one is going to turn down the business. † Cigarette companies ? gure China’s self-interest will preserve its industry. Tobacco provides huge revenues for Beijing because all tobacco must be sold through the China National Tobacco Company monopoly. Duty on imported cigarettes is nearly 450 percent of their value. Consequently, tobacco is among the central government’s biggest source of funding, accounting for more than $30 billion in income in 2005. China is also a major exporter of tobacco. ANTISMOKING PROMOTIONS Since the early 1990s, multinational tobacco companies have promoted â€Å"youth smoking prevention† programs as part of their â€Å"Corporate Social Responsibility† campaigns. The companies have partnered with third-party allies in Latin America, most notably nonpro? t educational organizations and education and health ministries to promote youth smoking prevention. Even though there is no evidence that these programs reduce smoking among youths, they have met the industry’s goal of portraying the companies as concerned corporate citizens. In fact, a new study proves that youth smoking prevention ads created by the tobacco industry and aimed at parents actually increase the likelihood that teens will smoke. The study, â€Å"Impact of Televised Tobacco Industry Smoking Prevention Advertising on Youth Smoking-Related Beliefs, Intentions and Behavior,† published in the December 2006 issue of the American Journal of Public Health, sought to understand how the tobacco industry uses â€Å"youth smoking prevention† programs in Latin America. Tobacco industry documents, so-called social reports, media reports, and material provided by Latin American public health advocates were all analyzed. The study is the ? rst to examine the speci? c effect of tobacco company parent-focused advertising on youth. It found that ads that the industry claims are aimed at preventing youth from smoking actually provide no bene? t to youth. In fact, the ads that are created for parental audiences but also are seen by teens are associated with stronger intentions by teens to smoke in the future. Brazil has the world’s strictest governmental laws against smoking, consisting of highly visible antismoking campaigns, severe controls on advertising, and very high tax rates on smoking products. Despite these obstacles, the number of smokers in Brazil continues to grow. In 2006, there were approximately 44 million smokers in the country, up from 38 million in 1997. Factors driving this trend include the low price of cigarettes, which are among the lowest in the world; the easy access to tobacco products; and the actions taken by the powerful tobacco companies to slow down antismoking legislation in Brazil. FOCUS ON DEVELOPING MARKETS Lawsuits, stringent legislation against advertising, laws restricting where people can smoke, and other antismoking efforts on the part of governments have caused tobacco companies to intensify their efforts in those markets where restrictions are fewer and governments more friendly. As part of a strategy to increase its sales in the developing world, Philip Morris International (PMI) was spun off from Philip Morris USA in 2008 to escape the threat of litigation and government regulation in the United States. The move frees the tobacco giant’s international operations of the legal and public-relations headaches in the United States that have hindered its growth. Its practices are no longer constrained by American public opinion, paving the way for broad product experimentation. A new product, Marlboro Intense, is likely to be part of an aggressive blitz of new smoking products PMI will roll out around the globe. The Marlboro Intense cigarette has been shrunk down by about a half inch and offers smokers seven potent puffs apiece, versus the average of eight or so milder draws. The idea behind Intense is to appeal to customers who, due to indoor smoking bans, want to dash outside for a quick nicotine hit but don’t always ? nish a full-size cigarette. The CEO of PMI says there are â€Å"possibly 50 markets that are interested in deploying Marlboro Intense. † Other product innovations include sweet-smelling cigarettes that contain tobacco, cloves and ? voring—with twice the tar and nicotine levels of a conventional U. S. cigarette. Marlboro Mix 9, a high-nicotine, high-tar cigarette launched in Indonesia in 2007, and a clove-infused Mix 9 will be exported to other southeast Asian markets next. Another iteration of the Marlboro brand, the Marlboro Filter Plus, is being sold in South Korea, Russia, Kazakhstan, and Ukraine. It touts a special ? lter made of carbon, cellulose ac etate, and a tobacco plug that the company claims lowers the tar level while giving smokers a smoother taste. One of PMI’s immediate goals is to harness the huge potential of China’s smoking population, as well as some of that country’s own brands, which it has agreed to market worldwide. With some ASSESSING THE ETHICS OF STRATEGIC DECISIONS Ethical decision making is not a simplistic â€Å"right† or â€Å"wrong† determination. Ethical ground rules are complex, tough to sort out and to prioritize, tough to articulate, and tough to use. The complexity of ethical decisions is compounded in the international setting, which comprises different cultures, different perspectives of right and wrong, different legal requirements, and different goals. Clearly, when U. S. companies conduct business in an international setting, the ground rules become further complicated by the values, customs, traditions, ethics, and goals of the host countries, which each have developed their own ground rules for conducting business. Three prominent American ethicists have developed a framework to view the ethical implications of strategic decisions by American Cases 4 Developing Global Marketing Strategies ? rms. They identify three ethical principles that can guide American managers in assessing the ethical implications of their decisions and the degree to which these decisions re? ct these ethical principles or ground rules. They suggest asking, â€Å"Is the corporate strategy acceptable according to the following ethical ground rules? † These questions can help uncover the ethical ground rules embedded in the tobacco consumption situation described in this case. These questions lead to an ethical analysis of the degree to which this str ategy is bene? cial or harmful to the parties and, ultimately, whether it is a â€Å"right† or â€Å"wrong† strategy, or whether the consequences of this strategy are ethical or socially responsible for the parties involved. These ideas are incorporated in the decision tree in Exhibit 1. Principles Utilitarian ethics (Bentham, Smith) Question Does the corporate strategy optimize the â€Å"common good† or bene? ts of all constituencies? Does the corporate strategy respect the rights of the individuals involved? Does the corporate strategy respect the canons of justice or fairness to all parties? Rights of the parties (Kant, Locke) Justice or fairness (Aristotle, Rawls) Exhibit 1 A Decision Tree for Incorporating Ethical and Social Responsibility Issues into Multinational Business Decisions Does the decision efficiently optimize the common good or benefits of: THE BUSINESS FIRM? Stockholders Management Profits Growth Other SOCIETY? Culture Order Justice â€Å"The good life† Other THE ECONOMY? THE INDIVIDUAL? Economic growth Freedom Allocation of resources Health and welfare Production and distribution Self-realization of goods and services Human dignity Other Opportunity Other YES NO YES Are there critical factors that justify suboptimizing these goals and satisfactions? NO Does the decision respect the rights of individuals involved? YES NO Reject Decision YES Are there critical factors that justify the abrogation of a right? NO Does the corporate decision respect the canons of justice or fairness to all parties involved? YES YES NO Reject Decision Are there critical factors that justify the violation of a canon of justice? NO Accept Decision Reject Decision Part 6 Supplementary Material See www. who. int, the World Health Organization’s Web site, for more details regarding the current tobacco controversy. See also www. getswat. com for a worldwide student initiative against smoking. Laczniak and Naor discuss the complexity of international ethics or, more precisely, the ethical assumptions that underlie strategic decisions for multinationals. 2 They suggest that multinationals can develop consistency in their policies by using federal law as a baseline for appropriate behavior as well as respect for the host country’s general value structure. They conclude with four recommendations for multinationals: 1. Expand codes of ethics to be worldwide in scope. 2. Expressly consider ethical issues when developing worldwide corporate strategies. . If the ? rm encounters major ethical dilemmas, consider withdrawal from the problem market. 4. Develop periodic ethics-impact statements, including impacts on host parties. 2 QUESTIONS 1. Use the model in Exhibit 1 as a guide and assess the ethical and social responsibility implications of the situations described. 2. Can you recommend alternative strategies or solutions to the dilemmas confronting the tobacco companies? To governments? What is the price of ethical behavior? 3. Should the U. S. government support U. S. tobacco company interests abroad? . Should a company be forced to stop marketing a product that is not illegal, such as cigarettes? Gene R. Laczniak and Jacob Naor, â€Å"Global Ethics: Wrestling with the Corporate Conscience,† Business, July–September 1985. Sources: â€Å"Smoke Over the Horizon; U. S. Gains in Tobacco Control Are Being Offset Internationally,† The Washington Post, July 23, 2006; â€Å"Death and Taxes: England Has Become the Latest in a Series of Countries to Vote for Restrictions on Smoking in Public Places,† Financial Management (UK), April 1, 2006; â€Å"Trick or Treat? Tobacco Industry Prevention Ads Don’t Help Curb Youth Smoking,† PR Newswire, October 31, 2006; â€Å"China Exclusive: China, With One Third of World’s Smokers, Promises a ‘Non-Smoking’ Olympics,† Xinhua News Agency, May 29, 2006; â€Å"Tobacco Consumption and Motives for Use in Mexican University Students,† Adolescence, June 22, 2006; â€Å"A Change in the Air: Smoking Bans Gain Momentum Worldwide,† Environmental Health Perspectives, August 1, 2007; â€Å"Adams Won’t Kick the BAT Habit: The Head of British American Tobacco Is Stoical About the Looming Ban on Smoking in Public Spaces: BAT will Adapt,† The Sunday Telegraph London, June 10, 2007; â€Å"Heart Disease, Stroke Plague Third World,† Associated Press (Online), April 4, 2006; â€Å"Get a Detailed Picture of the Tobacco Industry in Brazil,† M2 Press Wire, December 20, 2007; Vanessa O’Connell, â€Å"Philip Morris Readies Global Tobacco Blit z; Division Spin-off Enables Aggressive Product Push; High-Tar Smokes in Asia,† The Wall Street Journal, January 29, 2008; â€Å"The Global Tobacco Threat,† The New York Times, February 19, 2008; â€Å"How to Save a Billion Lives; Smoking,† The Economist (London,) February 9, 2008; â€Å"Whether Here or There, Cigarettes Still Kill People,† The Wall Street Journal, February 4, 2008.