Contracts Cases Essay

FACTS: An Agency agreement was entered into between the Mills Company and the appellants appointing the appellants it’s Agents for a period of 30 years. The appellants throughout worked only as the Agents of the Mills Company and for the Fasli years 1351 and 1352 they received their remuneration under the terms of the Agency agreement. Notice was sent to the appellants to pay the amount of tax appertaining to these chargeable accounting periods. The appellants submitted their accounts and contended that the remuneration received by them from the Mills Company was not taxable on the ground that it is was not income, profits or gains from business and was outside the pale of the Excess Profits Tax Regulation. The Excess Profits Tax Officer made an order assessing the income of the appellants for the accounting periods 1351 and 1352 Fasli at Rs. 8,957 and Rs. 83,768 respectively and assessed the tax accordingly. ISSUES: 1. Whether under the terms of the agreement the petitioner is an employee of the Mills Company or is carrying on business? 2. Whether the remuneration received from the Mills is on account of service or is the remuneration for business? ANALYSIS OF THE FACTS: 1. The appellants were registered as a private limited company having their registered office in Bombay and the objects for which they were incorporated were the following : To act as agents for Governments or Authorities or for any bankers, manufactures merchants, shippers, Joint Stock Companies and others and carry on all kinds of agency business. 2. Under the Articles of Association of the Mills Company the appellants and their assigns were appointed the agents of the Company. The general management of the business of the Company subject to the control and supervision of the Directors, was to be in the hands of the Agents of the Company. They were to have power to appoint and employ in or for the purposes of the transaction and management of the affairs and business of the Company. The agents were authorized to sub-delegate all or any of the powers, authorities and discretions for the time being vested in them. 3. The Agency agreement which was executed provided that the appellants and their assign were to be the Agents of the Company for a period of 30 years from the date of registration of the Company and they were to continue to act as such agents until they of their own will resigned. 4. The remuneration of the appellants as such Agents was to be a commission of 2 1/2 per cent on the amount of sale proceeds of all yarn cloth and other produce of the Company. The appellants were to be paid in addition all expenses and charges actually incurred by them in connection with the business of the Company and supervision and management thereof. JUDGMENT: 1. â€Å"An agent is to be distinguished on the one hand from a servant, and on the other from an independent contractor. A servant acts under the direct control and supervision of his master, and is bound to conform to all reasonable orders given him in the course of his work; an independent contractor, on the other hand, is entirely independent of any control or interference and merely undertakes to produce a specified result, employing his own means to produce that result. An agent, though bound to exercise his authority in accordance with all lawful instructions which may be given to him from time to time by his principal, is not subject in its exercise to the direct control or supervision of the principal. An agent, as such is not a servant, but a servant is generally for some purposes his master’s implied agent, the extent of the agency depending upon the duties or position of the servant.† 2. The difference between the relations of master and servant and of principal and agent may be said to be this: a principal has the right to direct what work the agent has to do: but a master has the further right to direct how the work is to be done.† 3. In the present case, the powers did not spell a direct control and supervision of the Directors as of a master over his servant but constituted the appellants the agents of the Company who were to exercise their authority subject to the control and supervision of the Directors but were not subject in such exercise to the direct control or supervision of the principals. 4. The remuneration by way of commission of 2 1/2 per cent. of the amount of sale proceeds of the produce of the Company savoured more of the remuneration given by a principal to his agent in the carrying out of the general management of the business of the principals than of wages or salary which would not normally be on such a basis. 5. All these circumstances together with the power of sub-delegation go to establish that the appellants were the agents of the Company and not merely the servants of the Company remunerated by wages or salary. 6. The objects of the appellants in this case inter alia were to act as agents for Governments or Authorities or for any bankers, manufacturers, merchants, shippers, Joint Stock Companies and others and carry on all kinds of agency business. This object standing by itself would comprise within its ambit the activities of the appellants as the agents of the Company and constitute the work which they did by way of general management of the business of the company an agency business. Apart however from this there is the further fact that there was a continuity of operations which constituted the activities of the appellants in the general management of the Company a business. 7. All these factors taken into consideration along with the fixity of tenure, the nature of remuneration and the assignability of their rights, are sufficient to enable us to come to the conclusion that the activities of the appellants as the agents of the Company constituted a business and the remuneration which the appellants received from the Company under the terms of the Agency Agreement was income, profits or gain from business. 8. The appellants were therefore rightly assessed for excess profits tax and these appeals must stand dismissed with costs. 2. P. Krishna Bhatta And Ors. vs Mundila Ganapathi Bhatta 1955 MAD HC FACTS: The dispute in this case relates to three items of properties, viz., two parcels of land used for raising paddy and arecanut in Kedila village and a coffee estate in Coorg, ISSUES: whether in regard to these items of properties Ganapathi Bhatta was benamidar and apparent owner? (IRRELEVANT ISSUE FOR US) whether Section 66, C.P.C. applies to the transactions relating to the two items or Kedila properties, in regard to which two sale certificates have been issued in favour of Ganapathi Bhatta. The other alleged in the pleadings that Ganapathi Bhatta was an agent for the joint family of Bheernayya throughout these transactions and that therefore the prohibition under Section 66, C.P.C., would not apply to this case. Ganapathi Bhatta by no stretch of imagination can be described as the agent of Bheemayya for the purpose of buying this property in Court auction sale. PRINCIPLE: In legal phraseology, every person who acts for another is not an agent. A domestic servant renders to his master a personal service; a person may till another’s field or tend his Hocks or work in his shop or factory or mine or may be employed upon his roads or ways; one may act for another in aiding in the performance of his Legal or contractual obligations to third persons, as when he serves a public carrier, warehouse-man or innkeeper in performance of the latter’s duties to the public. In none of these capacities he is an â€Å"agent† within the above meaning as he is not acting for another in dealings with third persons. It is only when he acts as representative of the other in business negotiations, that is to say, in the creation, modification, or termination of contractual obligations between that other and the third persons, that he is an â€Å"agent.† Representation of another in business negotiations with third persons so as to bind such other by his own acts as if they were done by the former, is of the essence of the relation of agency and the distinguishing feature between art â€Å"agent† and other persons who act for another. Looked at from this point of view, an agency is a contract of employment for the purpose of bringing another-in legal relation with a third party or in other words, the contract between the principal and agent is primarily a contract of employment to bring him into legal relation with a third party Or to contract such business as may be going on between him and the third party. An agent is thus a person either actually or by law held to be authorised and employed by any person to bring hint into contractual or other legal relations with a third party. He is a representative vested with authority, real or ostensible, to create voluntary primary obligations for his principal by making promises or representations to third persons calculated induce them to change their legal relations. Representative character and derivative authority may briefly be said to be the distinguishing features of an agent. HOLDING: It is not stated in the pleadings in the present case as to when precisely Ganapathi Bhatta was constituted an agent, or on what terms he was so constituted or when the agency was got terminated or other details to spell out an agency. HE IS NOT AN AGENT. SIDE NOTE: The ‘karta’ is not the agent, or trustee of the joint family, but his position has been described as like that of a chairman of a committee 3. Loon Karan Sohan Lal vs Firm John And Co. And Ors. 1967 All HC Facts: The defendant had entered into an agreement with the defendant for the deliver of 15 bales of yarn. Since the plaintiff did not deliver on time, he went on to sue his principal, the govt. Of assam. Mr. Misra argued that the plaintiff was appointed by the Assam Government as their agent to perform the duties of procuring yarn and if in the performance of his duties as agent he suffered loss he is entitled under Sections 222 and 223 of the Contract Act to be reimbursed by the Assam Government as principal. The agreement between the plaintiff and govt. Of Assam stated: â€Å"This agreement made between the Governor of Assam represented by the Additional Secretary in th Department of Supply (Textile) hereinafter called the Govt. of the one part and M/s Loonkaran Sohanla hereinafter called the agent of the other part. The agent has been appointed for the purpose of procuring yarfor the month of August and September 1948 on the following terms and conditions.† JUDGEMET But in my opinion the description of the plaintiff in the agreement Ex. C-l and in the letter Ex. 47 as the agent of the Assam government is not conclusive. The court must examine the true nature of the agreement and the subsequent dealings between the parties, and then decide whether it established a relationship of agency under the law. It is common experience that the word ‘agent’ is frequently used to describe a relationship which is not an agency in law. an agent primarily means a person employed for the purpose of placing the principal in contractual or other relations with a third party and it is essential to an agency of this character that a third party should be in existence or contemplated. † The agreement Ex. C-l does not suggest, even by implication, that the plaintiff was to represent the Assam Government in any transaction or dealings with any other party or parties. No such parties were mentioned in the agreement or in contemplation of the signatori es to the agreement. The conduct of the plaintiff after the agreement shows that he never functioned as the agent of the Assam Government. He entered into the agreement of sale of yarn with John and Co. in his own name and on his own behalf; he paid the price from his own pocket and did not debit it to the Assam Government; he regarded himself as the owner of the goods and filed this suit in his own name. He might have been advised, when things went wrong, that the Assam Government had described him as their agent and were therefore liable to reimburse him for theloss suffered by him in the discharge of his obligations under the agreement. He is entitled to our sympathy, but he cannot in the circumstances ask this Court to make the Government liable for his losses. Mr. Misra contended that even if the plaintiff was not employed under the agreement to represent the Assam Government in dealings with third persons, he was appointed â€Å"for the purpose of procuring yarn† for the Assam Government and thus employed† to do any act for another† and this made him an agent under Section 182. I am unable to agree. There are several answers to this argument. First. it is based on a misapprehension of the words â€Å"a person employed to do an act for another† in Section 182 of the Contract Act. There is a distinction between a person employed In do an act for another and a person who does an act at the bidding if another. In the first place the act done is not that of the person employed but of him who employs him in the second, the act is that of the person himself Again, in the first case, the person employed is an agent of the employer, in the second, he merely acts at the request of another. Then again in the first case, under Section 222 the person is entitled to be indemnified against the consequences of all lawful acts done by him in the exercise of his authority as an agent, in the latter, he is entitled to be indemnified only if there is a contract of indemnity to this effect. If the plaintiff had been employed to purchase and sell cotton yarn on behalf of the Government of Assam, or asked by them to distribute yarn, belonging to the Government, he would have been their agent under Section 182 of the Contract Act and entitled to be indemnified for the consequences of all lawful acts done by him But the plaintiff, under the agreement, was to purchase yarn from others and sell it to consumers in Assam The utmost he can claim is that he entered into a transaction of sale with John & Co at the bidding of the Government of Assam. But there was no undertaking by that Government, either under the agreement exhibit C-1 or any other to indemnify the plaintiff against loss. 10. After a careful analysis of the agreement Exhibit C, I am of the opinion that it is really a license conferring upon the plaintiff the exclusive right to purchase yarn and sell it to consumers within the province of Assam. Though the plaintiff is called an agent, he was no more an agent in law than a licensee under a permit to sell intoxicating liquor subject to terms and conditions specified in the permit. Here a representative character would be required for him to be an agent which is absent. 4. Unit Trust Of India vs Ravinder Kumar Shukla The Appellant is a statutory corporation established under Section 3 of the UTI Act, 1963. As part of its activities the Appellants float various schemes. Under the various schemes from time to time, the Appellant issue cheques towards maturity amount of the units purchased and/or towards repurchase value. It appears that the Appellant normally draw Account Payee, Non-transferable and Not Negotiable cheques and send them to the payee by registered post.The Appellant started receiving a large number of complaints from unit holders alleging non-receipt of the cheques. In all 1600 unit holders had not received cheques of the value of app. Rs. 3 Crores 35 lakhs. All these cheques were intercepted, new accounts opened in Banks/Post Offices in the names of payees of the cheques and thereafter the moneis were withdrawn leaving a minimum balance in the accounts. In respect of this colossal fraud, F.I.Rs. have been lodged, investigations and prosecution are in progress. The question before this Court is whether the loss is to be borne by the unit holder payee and/or by the Appellant. The answer to this question would depend on whether the post office was acting as an agent of the unit holder and/or the Appellant. Thus the law is that in the absence of any contract or request from the payee, mere posting would not amount to payment. In cases where there is no contract or request, either express or implied, the post office would continue to act as the agent of the drawer. In that case the loss is of the drawer. (drawer here is the appellant) any proof of any contract that the amounts could be sent by post or any proof that any request had been made by any of the payees that the amount be sent by post. Mr. Bhat was also asked whether there was any proof of any practice from which it can be implied that the payee had requested/consented to have the cheques sent by post, since the prrof of such a contract could not be established. Appellant/ drawer held liable.

My Ambition Essay

My ambition in life has always kept changing frequently, like as a dancer, as an artist, a writer or a doctor since I like biology . But I have realized that by just liking something that is related to it cannot assure someone to become that. Every ambition has so many fields to look through to achieve. One may not be successful in all the related paths but can be in at least a few. But now I feel its time for me to have a particular goal to reach. I don’t want to be focused completely on it but also want to be flexible at the same time. At home my father always dreams of me becoming a scientist like him, for that’s natural. But if anyone asks me now, about my ambition, may be it’s for sure I would like to tell I would become a scientist. This is not because my family wants it or because of their view, it’s because I have seen how life changes with a job like this. I always think of doing something different from others so that I am being recognized and also to do something new and worthy. A scientist lives with all reality. There is nothing better. I would love to work for the country’s development and to retain its prestige. As far as I have seen, I know that a scientist job would do better for me to do this. I don’t want to be just a scientist but also a researcher. A work becomes a research when one does something which is not known to the person doing which brings out wonders. I would like to learn every moment rather to do what others have done. It may be a hard job to do, but I like being complex. I want to work with others view to improve or invent something that is needed by the world. On a daily basis, I see my father’s work as a scientist or as a researcher discovering something that is unusual. Every day becomes a day to solve problems This very much surprises me . It also won’t be wrong to say that his works, deep involvement, seriousness, ect have actually put an impact on me. I would rather say, he has influenced me to carve out my future. I now dream to get into the field of my father and would put in a complete contribution to achieve my goal, by also having a complete support from my family . By becoming a scientist I will not only fulfill my parents dream but also can fulfill my wishes to live in my own way, with my own ideas like a free bird. I also wish to become a role modal to the rest of the world. The value of achievement lies in achieving. But at the same time I remember that it needs lot of work from now, only then can I turn a dream into reality. Sincere hard work always fetches. It may not just be a proud moment for me, but also for my parents and for my country. The will to succeed can overcome greatest adversity. So, my ambition to become a scientist begins or has already begun.

Adult Day Care

Adult day care (ADC) service centers should be built in our community to take care of elders during the day time when their family members are out at work or unable in pertaining necessary heed to the elders. Thus it is necessary to action in this regard. Services usually take place in their residences or in designated hospice residences or hospitals.Hospice services consist of basic nursing heed, mental health counseling, homemaker and personal care help, plus pastoral care and spiritual counseling. In addition, physician-directed procedures are used to assist in pain control and acute or chronic system management.II. Project DescriptionA. IntroductionWith a heart full of sun drenched reminiscences of his golden times of yore, when a person steps into the dusky horizon of old age, after traveling through all crests and troughs of life, he seeks a peaceful shelter to stay for the rest of his life. Parents or guardians when capable, bring up their children, provide them food, educatio n and fulfill all their basic needs.Therefore it also becomes the responsibility of the young to take care of their parents or guardians when they grow old.   There are elderly people, who entertain intensive care and affection from their families, but there also exist elderly persons who either do not have anybody in their family to pay attention to them or their family members are too busy to do so. Such elderly people can take the help of Adult day care services.B. Rationale and Significance:1. Definition of the problemOld age brings with it chronic diseases, intolerable pain, frustrating incapability, never ending solitude, etc. Though, it can become a peaceful shelter with care and affection of family and friends. But being a primary caregiver for an elder can be a difficult job.Matters like Bathroom Safety, pain management, proper nutritional care, special care for elders living with Incontinence, etc have to be always kept in mind. All these are not so easy for a busy perso n. The hours are time-consuming and it can be a wearisome and anxiety-provoking duty, for even the most enduring person.2. Background of the ProblemIn this dynamic world, that is moving from progress to greater progress, in an endless motion people are compelled to devote most of their time to their work and social life. Thus people are unable to dedicate the necessary time and care to the elders. Establishment of Adult day care (ADC) can prove to be a cost-effective way out to a loved one's care requirements during the daytime.Adult day care (ADC) services, with all modern medical equipments and techniques, endow with daytime care for feeble elders and aged people with disabilities in form of a group termed as adult day care center. Services may differ depending on the requirements of the people served.3. Need for a SolutionAs a result there is a specific need for solution to this problem. With varying routine of care, ADCs serve its members with wide range of social, health, recre ational, medical care, or rehabilitation to persons with chronic diseases or disabilities. Thus, it is necessary to comprehend what echelon of care can exactly meet the needs of the person to be admitted.4. There will be weekly evaluations doneAs corruption and unnecessary delay are common practices, which easily becomes part of any organization, weekly evaluations of the performance of the Adult day care (ADC) service centers should be done by government personnel, such as government doctors, food inspectors, health department representatives, etc, to provide the best of care to the elders of the community.5. Benefits from the solutionAdult day care put forward a dual benefit for elders and their families. Participants can get benefited from socialize with fellow members and receiving desired care services. Caregivers can also get benefited by getting a break from care giving responsibilities during the day time while being well convinced that a loved one is in good hands and they do not have to worry for them. Adult day care (ADC) services take profound care of their members.6. Feasibility of the solutionADCs are becoming more and more popular these days. More than 4,000 ADCs currently function in the U.S only and most of them are nonprofit programs. These ADCs acquire specialization in a particular populace or echelon of care, establishing qualification on one’s diagnosis or purposeful status and occasionally on age. Thus ADC can come up as a gainful system to meet the care requirements of elders in our community during the daytime.C. Plan of work:A. ScopeWith government subvention, support and direction, donations and assistance from non government or non profit or public welfare organizations, funds collected from residents of the community, and with their voluntary assistance Adult day care (ADC) service centers can be establisher in the community.B. MethodsAdult day care is a term generally used to portray different categories of adult day care s ervices. Most of the ADCs services serve to older adults where as some may specialize in taking care of   younger adults with disabilities, or those with developmental disabilities. Different adult day care foundations use different terms to describe their services.Though the programs may in names, three most widespread types of ADCs are social day care, adult day health care, and dementia day care. The social day care form offers a gentle environment for persons without particular health care requirements.Activities usually comprise socialization with other members, group activities which are ethnical and specially designed for the aged, such as, current proceedings, singing or games, therapeutic activities and meals, personal care support, etc.C. Task breakdownThe adult day health care (ADHC) form helps persons with an array of health, rehabilitative, social and mental health requirements, often relating a physician's assessment and recommendation. Nursing and health care servic es are offered on the program, such as help with medications, health monitoring, physical therapy, occupational therapy, incontinence care and speech therapy, etc.The aim of ADHC is to reinstate or maintain a member’s best possible functioning. AS ADHC is more medically designed, licensed organizations may be paid back by Medicaid for making it available to low-income members. The dementia day care program specializes in helping persons with Alzheimer's disease, or other such challenging conditions, such as Parkinson's disease, Huntington's disease, stroke, etc.Dementia day care aims at preventing early institutionalization of persons with dementia and to endow with a break for family caregivers. Specialized programs proffer suitable activities for those who are suffering with confusion or memory loss, such as music or art, reminiscence, therapeutic activities in a harmless, secure surrounding with proper care and staff-to-participant proportion.Staffs with experience and tra ining in dementia care, behavior management strategies, and communication techniques are appointed in Dementia day care. Along with the above models few more models of ADC are also available these days, such as Living board and care model, Independent living centers, Hospice care and Respite care. The Living board and care model consists of smaller group homes which endow with concern for seniors and feeble elders have several names.D. Time and work scheduleA hospice team associate is on-call 24-hours to provide advice or assistance with an emergency. Hospice clients obtain services in accordance with an individualized plan of service. A social worker is usually charged with supporting the patient and family and in helping the care team in working efficiently with the family.Respite care is formed to alleviate caregivers of their everyday jobs. Some Adult Day Health Centers even organize transportation facilities. Home health agencies can also enter the field to provide assistance b y introducing a homemaker or home health assistant.   Moreover, home health organization can arrange for round the clock care and over night care.E. Problem AnalysisDepending on where one resides, they could be termed as board and care homes, assisted living, personal care, adult group homes, adult foster care, boarding care homes or adult family homes. These dwellings proffer room and board in a small home like atmosphere, usually accommodating about 10 persons or less. They are often positioned in residential vicinity and provide a less professional substitute to trained nursing facilities of nursing homes or hospitals.As these homes do not provide medically-prescribed skilled nursing facilities, they usually can not be paid back by Medicaid. Some states provide licensing supplies for board and care homes which control services, staffing, facility environment and reimbursement. Alternate means of paying back such as supplemental security income – SSI are also accepted for low-income members.Independent living centers (ILCs) are usually private charitable community-based institutions which grant services and advocacy to persons with all sorts of disabilities. The majority are also consumer-controlled by persons with disabilities. The importance is on helping persons to maximize their prospective and live as autonomously as feasible in the community.The expansion of ILCs develops from the disability rights movement where persons with disabilities fought to recover their independence and reduce the requirements for institutional care. ILCs often make use of their constituencies to promote the rights of individuals with disabilities at the local, state, and national levels.Issues include admission to public buildings such as government buildings, restaurants, movie theaters, restrooms, parks, disabled parking and public transportation, and housing. They may be implicated in raging war against discrimination in the place of work and promoting employment prospects for citizens with disabilities, as well as engaging in avenues to increase health care exposures, contact to medical specialists and enduring care services.ILCs recruit staffs having knowledge on public reimbursements such as Medicaid, disability insurance, etc. Additionally, some ILCs also offer support groups, workshops, or instruction. Hospice services provide palliative care for persons with terminal sickness in the last stages of life and their families.Hospice coalesce medical, emotional, social and spiritual support to ease the dying person and his family and maintain dignity at the end-of-life. Services are dispensed through the involvement of physicians, nurses, social workers, therapists and volunteers.F. Likelihood of SuccessRespite care intends to ease the stress allied with care giving. Respite care can also be an unofficial arrangement, where acquaintances of the elder or another family member does the care giving duties for a few hours or a few days a week.à ‚   Adult Day Health Centers, Respite Centers, Senior Centers, and Skilled Nursing Facilities also offer respite care.Skilled nursing facilities that offer short-term respite are also available for the clients who require nursing care. Thus it becomes necessary to choose which services are to be provided in the ADC service center to meet our requirements and also fit within our budget. Once all these elements are analyzed and evaluated and implemented in accordance to plan there is no reason that the plan would ever fail. Thus likelihood of success is guaranteed.D. Facilities and Equipment:An Adult day care (ADC) service center having ultra modern equipments, well experienced and proficient doctors and nurses, surplus supply of medicines other stuffs, etc, required for instant diagnosis and proper treatment, should be formed in the community.A total carpet area of 3000 to 3500sqfts is required where there would be at least 8 to 10 rooms. Additionally there would be gardens or vast o pen areas. Modern medical equipments such as X-ray machines, CT scan, Ultra Sonography, ECG, Pace makers and other important instruments would be installed. Arrangements should be made to provide necessary and instant medical treatment to the elders in case of emergencies.III. Personnel Qualifications:Qualified physiotherapists, psychiatrists, yoga trainers etc should be appointed to endow with spiritual heal along with physical and mental fitness to the elders. Nutritionists and center supervisors can also be appointed to administer the workings in the center, so as to provide proper healthy food and maintain hygiene of the center.IV. Budget:Establishment of an Adult day care (ADC) service center accommodating at least a hundred members in it and providing all aforementioned facilities require a large area of about 3000 to 3500sqfts, having at least 8 to 10 rooms with gardens or vast open areas.   This may cost approximately $122000 to $134000.Costs of modern medical equipments s uch as X-ray machines, CT scan, Ultra Sonography, ECG, Pace makers and several other devices can be all together rounded up to $490000 to $580000. Remunerations of doctors, nurses and other employees together calculated makes near about $8000 to $12200 per month.Along with these disbursements expenses on purchase of food and medicines, payments of electricity bills, telephone bills, taxes, etc also have to be considered.   (Roy, 2006)V. Urge to Action:By and large people feel unenthusiastic to use adult day care services for the reason that they give the unknown impression, or since a loved one is tentative to endeavor something untried. Knowledge about Adult day care (ADC) services has to be made available to them. Some people, who are economically not so sound, may ADC expensive to use. Some concessions and relaxation in fees should be provided to them.VI. AppendixOld age never comes alone. It brings with it chronic diseases, intolerable pain, frustrating incapability, never end ing solitude, etc. Thus the journey in the twilight of life becomes a painful hell. Old age can become a peaceful shelter with care and affection of family and friends.Adult day care (ADC) services lend a helping hand to both the elder and their family. It relives from the pressure and monotone of taking care of their loved ones, at the same time endowing with the best care to the elder. Thus Official Proposal for Adult Daycare program in the Community is seriously needed.Reference:Roy, S; (2006) List of Instruments with Price; Medical Collage Equipment Handout- Year 2006; Kolkata Medical Collage. Kolkata: Universal Press

Introduction to International Business Essay Example | Topics and Well Written Essays - 1250 words - 2

Introduction to International Business - Essay Example Dells’ competitive environment, target market in other countries and communication strategy are also detailed in this paper. Dell Inc: Business and Market Overview Dell Inc designs, develops, manufacturers and markets computers, computer accessories and software products for both the customers of US and other countries. Dell Inc has long been marketing its computer products primarily based on a very strong marketing strategy of ‘going direct’ to its customers. In 2008, Dell was able to be placed as second in the worldwide PC market just behind Hewlett-Packard company. Dell has been gaining considerable growth in its market share during 2008 and 2009, with an increase of 1.2% growth which was the highest growth in the market (Gartner, 2009). The market share and related statistics of the major market players in 2010 show that Dell grew by 11.5 percent which is relatively less as compared to HP’s growth rate of 19.8 percent and Acer’s growth rate of 13 .5 % (Magee, 2010). ... In accomplishing this target, Dell will be meeting the customer expectations of highest quality, leading technology, competitive prices, accountability, flexible customization and financial stability (Farfan, 2011). Product Strategy Dell has been prospering on innovation and product differentiation as well. in 2003, Dell has been offering Latitude laptops, that were designed and developed to help business, government and institutional customers fulfill their computer-needs, and Inspiron laptops that were developed for users seeking the latest technology and high performance in more stylish and affordable packages (Ignatiuk, 2009, p. 20). Later, Dell added a number of different computer lines, they are Vostro, Precision, Alienware etc, to facilitate customers use different computers for their varying requirements. Distribution Strategy Dell is very known for ‘direct marketing’ as it has directly been selling its computer and accessories to the customers. Customers choose their items and order through either mail, or phone calls and the company send items to customers through its own delivery services or third party delivering facilities. As Bozarth (2005, p. 22) stressed, Dell’s direct-marketing strategy has been primarily based on a build-to-order manufacturing system. It means that Dell manufacturers computers only when they have actual customer orders and demands and this has been a reason why Dell succeeded within few years despite rigorous competition in computer marketing. Thomas (2002, p. 163) stated that Michael Dell has long been pursuing ‘going direct’ to customers approach, being aligned with virtual integration strategy. The company was using web-technology to blur

Answer one of three Assignment Example | Topics and Well Written Essays - 2500 words

Answer one of three - Assignment Example The purpose of the present essay is to show how such estrangement, or ‘Othering’, played out in the course of several centuries of history of political, economic and cultural ties between the Christian West and Islamic Orient. For the purposes of present discussion, the terms â€Å"West† and â€Å"Islam† will be used in generalized sense, with the former corresponding to the cultures and nations dominated or influenced by Western (Catholic and later Protestant) Christianity, while the latter encompassing the totality of political and cultural space for which the religion of Islam was the most fundamental unifying factor. The issues of relationship between the cultures influenced by Orthodox (Eastern) Christianity and Islamic civilizations are to be analyzed in this essay to the extent of their impact on the perception of Islam in the West and the attitude of Islamic cultures towards the Christians in general, respectively. The chronological boundaries of the research encompass the historic period ranging from 7 century CE to our times, with special attention being paid to the vicissitudes of change in the models and criteria of ‘Othering’ being employed by both parties. The rise of Islam as a religion of the new mighty world empire, which managed to destroy centuries-old powers of the Middle East, i.e. the East Roman Empire (Byzantium) and the Sassanian kingdom of Persia, from the very outset led to the increasing feelings of insecurity and dismay on the part of Christian scholars and theologians. Having been previously accustomed to the feeling of utter superiority and ultimate triumph of the Christian faith, they were immensely surprised by the fact that an initially ‘insignificant’ religious group from the Arabian Peninsula managed to assert itself as a viable proselytizing alternative to their own creed. At the same time, the direct connection between Islamic

History of Roman Art Essay Example | Topics and Well Written Essays - 1000 words

History of Roman Art - Essay Example They preferred to get the portrait of renowned people, the statues that fully resembled the actual person like the statue of Cicero. There was a common perception that keeping good pictures of the acquaintances would help their ghosts after death to remain happy. This perception helped the art form to flourish during the Roman Republic and Roman Empire (Kidipede, 2009). The Greek art influenced the Roman sculpture. For example in Augustus’ Ara Pacis (the Altar of Peace) reflects the Greek art in the swirls at the front, in the frieze and in the meanders below the frieze. In history, it so happened that the Romans started winning battles with Greece around 200 BC. Roman soldiers while parading in Greece saw their art forms in their temples, cemeteries, public squares and in the houses of Greeks. While returning back to Rome, they took Greek sculptors along to work for them (Kidipede, 2009). Roman art got enriched with new ideas by the third century. Element of war appeared prominently because of war with Germany and the bloodshed. The effect can be seen in the column of Marcus Aurelius where people are shown beheaded and without guts; they are depicted as suffering. Artists made more use of drill than chisel for easy sculpturing which provided a distinct feel of the sculptor Concerns of the soul got manifested in the art forms which were due to presence of Christians in the Roman Empire. Eyes of the persona are shown as looking towards heaven or gods, symbolizing spirituality. Rest of the body parts like arms, legs and head are not shown in proportion, showing least concern to the significance of the body. As there were no battles in the fourth century AD, warfare portraiture decreased but spiritual element remained prominent through big eyes and unbalanced bodies till the dethroning of the Roman Empire. Roman sculpture was unique form in itself by focusing on the individuality aspect in it although

Mental Health Court Essay Example | Topics and Well Written Essays - 500 words

Mental Health Court - Essay Example The judge granted the request but appointed the court to be the one to manage and monitor the treatment instead of the parents. According to one of the court reporters that I sat with, the case I heard occurs every day in 95b. One of the reasons mentioned in the hearing was that the defendant did not finish his treatment because he opted to work instead of attending treatment and was not dissuaded from doing so by his parents. It made me realize that though there are already significant channels being provided for mental health by the judicial system for those who need it, they are not being fully utilized. The danger is that these conditions can escalate the offense committed that is disincentive both to offenders who have conditions and those the crimes are committed against. When the court appointed one its own officers to oversee the treatment of the defendant who was still a minor, I realized the degree by which the courts have had to take a more active role in rehabilitating offenders. According to the UK based Democratic Health Network, health services should have greater responsibility in ensuring that courts be enlightened regarding the condition of individuals who have mental illness who have committed crimes.

DIGITAL TECHNOLOGY Essay Example | Topics and Well Written Essays - 1750 words

DIGITAL TECHNOLOGY - Essay Example Technology has a very wide range ranging from the simple tools such as the wooden spoon to the very complicated gadgets such as a particle accelerator and technological changes involved the evolution from using the simple tools to the application of the very complicated and detailed machines used today. The changes in technology has not only affected the education sector but the community as a whole as it has enhanced development in advanced technologies, led to the rise of leisure class among other effects. Technology started way back in the early stone age periods when man used his little knowledge and experience to make simple tools for various purposes and such tools greatly changed his way of ;living and from them there has emerged new knowledge enhanced the creation of newer and better tools and machines. The Stone Age revolutionized into the copper and bronze ages which was basically smelting of the two metals though such an invention had very limited impact to the society as the metals were rare and as such Iron Age emerged with the smelting of iron technology. Thin saw the production of more strong, lighter and less expensive tools. With its associated advantages, iron technology was quickly advanced and gave rise to ancient technology which produced the greatest advancements in engineering and technology. Inventions in this technology included ramps for use during construction, invention of the wheel, cuneiform form of writing, seismological detectors, multi-tube seed drill, myriad inventions, invention of the natural gas as a source of fuel among other sophisticated inventions. Ancient technology marked the gate through into the industrial revolution that was basically characterized by the development of the steam engine that had massive effects in the textile, mining and transport sector. Inventions of telegraphy, incandescent lamps and steam ships were made during this period. After the

Cultural Competency and Cultural Humility in Nursing Practice Essay

Cultural Competency and Cultural Humility in Nursing Practice - Essay Example Therefore, they have to ensure that the cultural, racial and ethnic diversity does not jeopardize their working criterion (American Association of Colleges of Nursing, 2008). Similarly, the ethnic and cultural diversity should not affect the quality of their services. This calls for undivided attention from the nurses in getting to know the cultural affiliations better. This will ensure the nurses give unparalleled services to the people that need them. In essence, the nurses have to slot various approaches in giving equal services to the people from different cultural affiliations. This will ensure the nursing profession is offering top notch services that are not affected in any way. However, if nurses do not create a perfect approach in serving people from different cultures, they will not be in a position to give the best services to the different ethnic and cultural groups that need these services. The first preparation for the nurses and practitioners is initiated by the instit ution and governing bodies to ensure the services that are offered in the institutions are not jeopardized. This has been the situation in many institutions as they look for better ways to prepare the nurses and medical practitioners on how to serve the people that need these services (Anderson, Calvillo and Fongwa, 2007). ... With such preparations, most of the institutions are prepared to give the best services dispute the presence of different cultural and ethnic groups. In many instances, most of the institutions have incepted the idea of multicultural training of the physicians, nurses and medical practitioners. This approach has yielded substantial results to the nursing profession in reflection from the results. The multicultural training has been influential in changing nursing profession perspective to different ethnic and cultural groups. Many people have come up with models that try to explain the need for cultural humility and cultural competence in the nursing sector. Some of these models are explicit in their statements while other models bank on the basics of cultural competence. Therefore, for a nursing institution to achieve the best, it has to use a model that will ensure all the vital aspects are put into consideration (Tervalon and Garcia, 1998). The most prevalent model among the cultu ral care models is the self reflection and lifelong learner model. This is a model that has been used a number of times in the nursing profession to ensure people from different cultural affiliations are having the best services (American Association of Colleges of Nursing, 2008). In many instances, there is need for the nurses to understand that the people they are serving are from different cultural affiliations. Therefore, they will have to ensure they give all the people high class services despite their difference in cultural affiliations. With such actions, it is likely that the nursing profession will be recording an improvement over time. The first aspect in this model is to have knowledge of all health beliefs and many other

Reality Shows Should Be Banned Essay Example for Free

Reality Shows Should Be Banned Essay The main essence of reality shows is to put ordinary people in a social confined setting with extraordinary environment and activities with the aim of entertaining audiences with the illusion that what is going on is not scripted nor rehearsed. Most reality shows attempt to convince the audience that the participants of the show are being pushed to their physical, emotional or physiological limits in order to complete a specific task or attain a certain goal of which audience cheer on their favorite participant. With the change in times and technology most reality shows have gone over board and have forgotten the basic concept of reality shows and are now focusing more on entertainment than reality that has lead to increase in sexual exposure, humiliation and immorality. Reality shows have lost their way from original series like survivor to the new mediocre series of two celebrities living in a farm yard for a week. Reality TV has joined the ranks of day time entertainment and has lost the spark of spontaneous originality from other forms of scripted entertainment. Additionally, the most famous reality shows worldwide are big brother and Idols; these two are examples of scripted and well rehearsed reality shows. In the just concluded episode of idols a judge was dared to sing out of the blue and it so happened just by â€Å"coincidence† that the band started playing a song which the judge joined in emphatically without hesitation. The crowed cheered and applauded for the â€Å"unexpected† performance by the judge. Such reality T.V. shows give viewers and more so children false hope of a â€Å"happily ever after† reality were heroes and heroines live thus insulting the intelligence of the viewers. In the case of big brother viewers are subjected to sex as a form of entertainment. Relationships formed in the big brother house give the participant a better chance of winning the competition and increase his/her ratings thus the audience spends time and money voting for the participant so they can enjoy seeing the participants relationship grow. And due to the full disclosure nature of the show all activities are broadcasted and shown live on our T.V. sets exposing and encouraging our youths, young adults and children to sex, immorality and promiscuous behaviors. Furthermore, the common comic saying â€Å"its funny until someone gets hurt, then its hilarious† comes to life in most reality shows. Producers of reality shows capitalize  on the demise and misfortunes of participants. When a contestant falls down or gets hurt in anyway it is taken as a form of entertainment or comedy not knowing the humiliation and psychological trauma they instill in the participant. Examples of such shows are â€Å"show me the funny† â€Å"Real T.V.† and â€Å"Fear factor†. Show me the funny capitalizes on bloopers of home made videos which show family member having accidents such as hitting each other being bitten by a snake or having a ball hit them on their faces. Turning such perilous or even fatal accidents to o form of humor encourages children to view violence and accidents as vivacious events and not the precarious activities they are. Producers also capitalize on the eviction or the inability of a participant to complete a certain assignment. The humiliation and reaction of a participant being evicted or accepting defeat is a high point of most reality T.V. which is morally and ethically wrong. The failure of a fellow human being should be frowned upon and not celebrated. 2) Here are plenty of reality shows which are being shown on television channels world wide, in which one can see lots of aspirants taking to the stunts and heroic acts as they want to win the coveted title and they did some shots which amaze the audiances and keep them on their tender nooks, its also done to increase the rating of the channel in the tele shows. There are plenty of reality shows which are being shown on television channels world wide, in which one can see lots of aspirants taking to the stunts and heroic acts as they want to win the coveted title and they did some shots which amaze the audiences and keep them on their tender nooks, its also done to increase the rating of the channel in the tele shows. I am not sure if they are there in your part of the world, channels like Sony and Zee TV they show lot of enthusiasm in such things. The weird things they shown on the small screen are hair raising and put a lot of questions in viewers minds as to such things can be accomplished in real life or not. But the stunt mania grips the minds of innocent public and kids alike. They all want feats and also want to show off to their genre of friends and foes. In the process they might hurt themselves badly. Although there are several reports of teen-aged children being hurt in the process of macho man image building but to no avail as the generation is fast and furious, they just want their way and life to be left to them. I am not sure about consequences and impact  they could have but it is for sure, every one wants his part of fame and attention in public, for we are mortal beings and success is our ambition in life. Effect on teenagers Social cognitive theory suggests that meaningful sources of identity can be discovered by people in their teens who feel connected to what they’re viewing. Thus, when attempting to understand media’s role in the development of teenagers, it is crucial to be aware of the time they devote to their shows like reality television due to this strong influence[48] America’s Next Top Model is often criticized for it’s portrayal of women and poor body image. When faced with the image of a thin, beautiful, successful models, young girls may feel inferior, leading to low self-esteem and eating disorders. Likewise, Jersey Shore is denounced for it’s representation of being a single, young adult. Young people idolize the show’s cast, making them susceptible to imitate their actions, such as promiscuity, violence, and binge drinking.[citation needed]

Crisis Communication at Glaxo Smith Kline

Crisis Communication at Glaxo Smith Kline Corporate communication constitutes the totality of companys efforts to transmit a favourable image of its internal values onto key audiences. However, businesses best efforts to be perceived in superlatives only are often inhibited by dissemination of contradictory information. Crisis communication management allows the companies to respond to such allegations to diminish their detrimental impact on stakeholder relations. GlaxoSmithKline in communication with key stakeholders attempts to convey the ethos of seeking to improve peoples lives by providing cutting-edge medicines as well as engaging in extensive corporate social responsibility actions. However, communicates projected mainly via the website, mission statement, press releases and direct-to-consumer-advertising seems achieve the goal to an extent. GSKs image is often undermined by allegations of conduct contradicting its internal values. Avandia crisis has been the most prolonged and acknowledged to date. In response to Avandia safety allegations GSK adopted a strategy based on undermining the methodological bases of studies suggesting the drug malfunction, simultaneously downplaying the risk and denying putting peoples lives at danger. This approach has contributed to further losses. Perhaps GSK should consider surveying publics attitude before responding to future crises, and adopt more emphatic approach. Introduction This report investigates the crisis communication management as an element of corporate communication function at GlaxoSmithKline. In order to fulfil the aim assigned, the paper first defines the concept of corporate communication and crisis management, and looks at their importance in the pharmaceutical industry. Next, the report introduces GlaxoSmithKline, its target audiences, core message and communication media used to develop favourable image of the business and assesses whether emitted message achieves its aim. Subsequently, the paper focuses on Avandia crisis as an example of an image crunch and critically analyses GlaxoSmithKlines response. The paper finalises with a set of recommendations towards improvement of crisis communication management in the said company. Corporate communication, crisis management and Big Pharma Corporate communication constitutes the totality of messages issued by the company to its stakeholders to transmit the organisations values and qualities that distinct it from competitors (Gray Balmer, 1998). The function holds responsibility for ensuring integrated coordination of all communication activities undertaken via communication means borderline of public relations and marketing communication (Cornelissen, 2008). The ultimate goal of the function is to develop a positive association between companys identity, and image of it held by the audiences, therefore generating sustained favourable reputation of the business (Cornelissen, 2008). Positive reputation is a source of competitive advantage (Fill Dimopoulou, 1999; Gray Balmer, 1998) and can aid the organization in achievement of strategic goals (Argenti et al., 2005) by supporting it in retaining committed employees and reinforcing positive buyer habits by enhancing perception of the quality of the brands endorsed (Smith, 1994). However, organisations best efforts to develop and maintain positive image in the eyes of contractual and community stakeholders are often eroded by dissemination of information suggesting a conflict between the values the organisation aspires to stand for and its actions, therefore creating and image crisis. Crisis communication management is an important element of corporate communication function enabling the business to respond to such revelations in a manner allowing offsetting their detrimental impact on public perception of companys standards (Fearn-Banks, 2002). Pharmaceutical companies commonly experience such challenges to their reputation, mainly in the form of accusations of malpractice (Pines, 2009) and unethical portrayals in media and culture (Parker, 2007). The presence of Internet allows otherwise marginal societal groups, e.g. NGOs, to gain access to plethora of information beyond organisations control and to exercise substantial pressure on the pharmaceutical companies (Little Grieco, 2010) holding them to account on fulfilment of the assumed moral obligation to provide safe and affordable medicines (Lee Kohler, 2010). Furthermore, Internet fosters for treatment of information as fast-tradable commodity, often leading to rapid image crisis escalation exacerbating damage to profits. Moreover, the consumer stages of the product life cycle of pharmaceutical merchandise are relatively short due to patent durability constraints (Gray Balmer, 1998) leaving the companies little time to recuperate the image in case of a crisis. Consequently, effective crisis management aimed at preventing further reputation deterioration and restoring credibility in the brand name to develop favourable conditions for new product launches (Smith, 1994) is Big Pharmas biggest concern. Corporate communication at GlaxoSmithKline GlaxoSmithKline (GSK) is one of the five top research-based pharmaceutical companies worldwide, capturing 7% of the total market, with US and Europe as the main sales-generating regions. The organisation operates in two dominant sectors: pharmaceutical and health-related products. GlaxoSmithKline is a conglomerate entity with origins in the UK, USA and New Zealand, with the present structure effective of mergers of SmithKline Beecham and GlaxoWellcome in 2000 (GSK, 2010a). Key audiences Due to varied product portfolio including prescription and self-medications as well as healthcare products, the company considers patients as participating consumers rather than end users of the merchandise. This is motivated by the pervasiveness of consumerism in the patient-medical practitioner relationship (DTC Report, 2005) and emergence of consumers actively researching information online on treatment options available (Little Grieco, 2010), rather than relying solely on the medical intermediary. The individual consumer group is particularly influential in the US market due to direct-to-consumer advertising permit. Other audiences recognised by GSK include as key to communication include (GSK, 2010b): Medical practitioners Government and regulatory bodies Stockholders and prospective investors NGOs Employe Communication objectives We have a challenging and inspiring mission to improve the quality of human life by enabling people to do more, feel better and live longer. (GSK, 2010c) The end objective of GlaxoSmithKlines communication is to transmit the information on companys identity conveyed in the mission statement and Spirit of GSK values of respect for people, patient focus, integrity, and transparency (GSK, 2010c) to create and maintain positive image of the business counterbalancing common unfavourable perceptions of the company. Simultaneous communication goals include generating product awareness, informing the stakeholders on companys financial tenure, and developing brand and corporate image to generate sales (Smith, 1991). Considering the nature of GSKs business and heavy regulatory burden significant part of the product communication is devoted to the informative imperative. Organisation of corporate communication function To communicate the values constituting the centre of companys identity to key audiences in distinctive manner, however maintaining overall integrity of the communicate (Argenti et al., 2005) GlaxoSmithKline divides the function into operational units overseen by the Board, reflecting key stakeholder groups (GSK, 2010b): employees (internal communication) media NGOs investors The media unit is responsible for crisis management. Additionally, the company devotes one division to managing dissemination of information on CSR activities, which suggests companys realisation of the social responsibilitys potential to add value to the businesss reputation (Adams Zutshi2004). Key communication means Website Prominence of consumers actively searching information online on products and ethical standards of their providers enables GSK to use the website to disseminate favourable message in a fully controlled environment (Sones et al., 2009). GSKs website serves the threefold purpose of: informing and educating the consumer by providing product info boosting companys image by addressing transparency imperative through online trial database and financial reports availability airing companys efforts to bring the mission statement to life via CSR The website constitutes the most all-embracing communication tool in transmitting companys identity onto the public by developing trust in external stakeholders, as well as fostering for increased commitment and loyalty on employees part (Morsing, 2006). Mission statement and Spirit of GSK projecting companys persona in the aspects of strategy, philosophy, values and behaviours in reference to broad, objective and culturally un-constrained values of diminishing social costs and emphasizing transparency and integrity. Directed at both external and internal stakeholders to contradict the negative conception of GSK, and foster for publics affinity, and frame employee behaviour (Hackley, 1998). CSR reporting constitutes the axis of GSKs website (Sones et al., 2009). The company provides extensive data on its actions towards offsetting social costs, aiding struggle against life-threatening diseases, as well as investments in society, maintaining strong bond with the essence of the mission statement, simultaneously extending it to preserving peoples habitat Press releases are applied to communicate with media journalists and investors, serving the purpose of quick dissemination of vital positive information, or rapid response to issues and crises arising (see GSK press releases) Direct-to-consumer advertising GSK extensively applies direct-to-consumer advertising within the US market, taking the lead among Big Pharma in marketing expenditure. The company targets consumers in the American market by newspaper and magazine adverts featuring experts and members of independent bodies emphasising product credibility (FiercePharma, 2008). Similar technique is applied to OTC medicines and healthcare products, e.g. Sensodyne toothpaste campaign featuring dentists, as direct-to-consumer advertising is prohibited within EU. Communication effectiveness: corporate image maintenance GlaxoSmithKline is currently ranked 108 in the most-trusted companies classification (Reputation Institutue, 2009). Remaining ahead of some of its competitors, which suggests effectiveness of the identity dissemination, GSK attracts contradictory publicity effectively equalising its reputation to the industry average. The most widely acknowledged image crises experienced by GSK include: Accusations of animal testing Profiteering from sales of overpriced patent-protected HIV/AIDS medication Safety concerns: Seroxat/Paxil, Avandia Failure to adhere to production quality standards Avandia safety crisis is the most prominent and long-lasting issue experienced by GSK to date. Avandia crisis The case In May 2007 an article in medical journal revealed that GSKs blockbuster drug, Avandia, originally devised to lower blood sugar levels and reduce the risks of diabetic patients developing a secondary heart problem severely increases the risk of heart failure and attack. The negative side effects have been linked to deaths among the patients on the medication. Nevertheless, the drug remained on the market until conclusive data be gathered on the basis of longitudinal RECORD study; nevertheless additional usage constrains were issued by the regulators. In 2009 RECORD study and leaked staff e-mails suggested that GSK knew of potentially lethal side effects of Avandia, and might have knowingly bias pre-approval study results to conceal the dangers. This gave rise to second revision of the safety profile of the drug. In 2010, the crisis reached the third peak with US Senate Commission investigation, EU drug regulatory body withdrawing Avandia from marketing, and BBC Panorama broadcast reviving the issue in European media. However, Avandia remains on US market, again with restrictions towards its use. (Lofstedt, 2010) GlaxoSmithKlines response To manage the crisis GSK employed an integrated strategy based on distancing itself from the accusations by undermining the methodologies and statistical significance of the study findings suggesting Avandias side effects. The complexity of the disease, challenge it creates in treatment and economic savings to the public health system, as well as comparability of alleged Avandia risks to other diabetes drugs were attended to throughout. GSK also challenged the impartiality of medical periodicals publicising unfavourable results. To date GSK consequently opposes to agree with the notion of its own error and deceptive practices, repeatedly referring to studies depicting favourable results (see GSK press releases). In its appeals to investors and media through press releases largely constituting responses to allegations or pre-emptive statements, GSK emphasized compliance with regulatory requirements, openness in communication and data disclosure, as well as focus on patients safety as the priority, therefore reassuring the stakeholders on the appropriateness of a chosen course of action and lack of error (see GSK press releases). Appeals to patients and members of general public where handled through the website, with Avandia resource centre section aimed at providing information on the drug. Additionally, at the wake of the crisis the company has issued a printed letter-styled advertising copy in the newspapers, with message from the chief medical officer reassuring the public on Avandias safety and encouraging patients not to withdraw the treatment without prior consultation (TargetMarketNews, 2007). However, the attempt to pre-empt negative response and ensure consumer trust by recalling expert authority of GSK was limited to US market only, due to prohibition of direct-to-consumer advertising in Europe. Within EU the company has used the website to appeal to practitioners, only addressing the patients following Avandia recall via video message from the Chief Medical Officer (GSK Europe, 2010) Effectiveness of adopted approach In its crisis management approach, GSK failed to appreciate the context of the crisis and misjudged certain stakeholder groups perceptions of responsibility and blame, consequently adopting inappropriate response strategy (Cornelissen, 2008). This evoked consequences in the form of (Lofstedt et al., , 2009): 8% share price drop following the crisis outbreak 60% prescription rate decrease in the first 6 months following the accusatory article 50% of diabetes patients failing to switch from Avandia to any other drug following the public anxiety outbreak in the US Potential compensation expenses of 1.6$ billion extending beyond patent expiry in 2012 GSK failed to account for the publics distrust towards the Big Pharma and regulators following the infamous Vioxx case in 2004, where the drug has been voluntarily recalled by the manufacturer following comparable safety concerns. The regulatory crisis transferred trust mandate to independent researchers, therefore assigning credibility to Dr Nissens research on Avandia (Lofstedt, 2010). Additionally GSKs public image has not yet recuperated from the detrimental impacts of concerns surrounding Seroxat linking the drug to increased tendencies in teenagers to self-harm and have suicidal thoughts (BBC, 2002). Given such circumstances, the response based on reference to GSKs expert authority and credibility failed due to the public perceiving the company as the one to blame (Cornelissen, 2008). GSK seems to have erred in noticing a strong emotional baggage associated with raised concerns. Public is vigilant to allegations on medicines possibly causing death and health damage, as this puts peoples lives at stake, and life is a value to the public (Parker, 2007). Concern for peoples safety combined with factors identified before, inhibited the recovery potential of GSKs assertions that patient wellbeing is their prime concern, consequently leading to loss of patient affinity. In similar vein, GSK erred in its crisis communication approach with medical practitioners, which is projected in significant slump in Avandia prescription rates shortly after the crisis outbreak. This suggests that medical practitioners made up their mind regardless of GSK consequently reinforcing message on Avandia safety. GSK has also failed to notice an important stakeholder to the crisis management relationship: consumer groups. Following the allegations a number of websites such as avandiarecallnews.com emerged projecting ex-patients and family members testimonials on Avandia, as well as reporting mounting lawsuits and providing support in filing a case (Avandiarecallnews, 2010). This significantly offset GSKs attempts to marginalise the scale of issue and its severity. Recommendations It is justifiable to assume that the current and future profit losses and still non-quantified detriment to the brand name, could have been mitigated had the company tap into stakeholders needs with the crisis response. Given the commonness of image crises in Big Pharma, it is permissible to say that accusations of conduct contradictory to the mission statement recur. Provided similarity of contextual factors, GSK should consider the following as improvements to crisis communication management: Consider surveying key stakeholder groups perceptions of the responsibility for a given crisis matter before giving a statement that is difficult to withdraw. This allows devising complimentary communication strategy, reducing the potential of public defiance. Consequently, should the public blame the company perhaps admit the error and apologise (Cornelissen, 2008). Consider JohnsonJohnsons response to Tylenol crisis as an example. Perhaps rely more on video messages from board members to address the stakeholders. This allows for more personal approach and permits to transmit strong message on companys involvement and effort to solve the issue. Consider Toyota crisis as an example. Accordingly, increase spokespeoples presence on the media. This fosters for the publics perception of the company as adopting open and frank communication approach (Fearn-Banks, 2002). Address other stakeholder groups more forcefully. Possibly intensify communication efforts with medical practitioners through symposia and representatives visits to reassure favourable relationship (Pines, 2009). Issue press releases aimed at informing NGOs on actions taken to resolve the issue and recall CSR efforts to gain publics favourable attention, thereof reducing the crisis to a single mishap in a series of positive actions (Parker, 2007). Reference section Adams, C., and Zutshi,A. 2004. CSR: Why Business Should Act Responsibly and Be Accountable? Australian Accounting Review. 14 (3) pp.31-39 Argenti, P.A., Howell, R.A., and Beck, K.A. 2005. The Strategic Communication Imperative. MITSloan Management Review. 46 (3). Pp.82-89 AvandiaRecallNews. 2010. Home Page. [online] Available at: http://avandiarecallnews.com/ Accessed: 16 December 2010 BBC. 2002. Patients May Sue Over Anti-depressant. [online]. Updated: 13 June 2002. Available at: http://news.bbc.co.uk/2/hi/health/2041430.stm Accessed: 16 December 2010 Cornelissen, J. 2008. Corporate Communication: A Guide to Theory and Practice. London: Sage DTC Report. Internet is the Key to Integrated DTC: Study. Medical Marketing and Media.[online] Available at: Accessed: 16 December 2010 Fearn-Banks, K. 2002. Crisis Communications: A Case Book Approach. Mahwah: Lawrence Erlbaum [e-book] Available at:http://books.google.pl/books?id=7GU4BVS-a2sCpg=PA59dq=fearn-bankshl=plei=M0MKTbqAH4XOswbqhpWxCgsa=Xoi=book_resultct=resultresnum=1ved=0CCkQ6AEwAA#v=onepageqf=false Accessed: 16 December 2010 FiercePharma. 2008. Big Pharmas Top 13 Advertising Budgets. [online]. Updated 24 September 2008 Available at: http://www.fiercepharma.com/special-reports/top-13-advertising-budgets Accessed: 16 December 2010 Gray, E.R., and Balmer, M.T. 1998. Managing Corporate Image and Corporate Reputation. Long Range Planning. 31 (5). Pp.695-702 GSK. 2010a. About Us. [online] Available at: http://www.gsk.com/about/index.htm Accessed: 16 December 2010 GSK, 2010b. Roles at GSK: Communication. [online] Available at: http://us.gsk.com/html/career/career-roles-communications.html Accessed: 16 December 2010 GSK.2010c. Culture and Values [online] Available at: http://www.gsk.com/careers/culture-values.htm Accessed: 16 December 2010 GSK Europe. 2010. Health GSK News: Avandia Information for Patients. [online] Updated 23 September 2010 Available at: http://public.gsk.com/news/138494/ Accessed: 16 December 2010 Hackley, CH. 1998. Mission Statements as Corporate Communciations: the Consequences of Social Constructorionism. Corporate Communications: An International Journal. 3(3). Pp.92-98 Lee, M., and Kohler, J. 2010. Benchmarking and Transparency: Incentives for the Pharmaceutical Industrys Corporate Social Responsibility. Journal of Business Ethics. 95. Pp. 641-658 Little, S., and Grieco, M. 2010. Big Pharma, social movements, international labour, and the Internet: Critical Perspectives on Coordination. Labour History. 51 (1). Pp. 71-86 Lofstedt, R. 2010. Risk Communication: the Avandia Case, a Pilot Study. Expert Reviews: Clinical Pharmacology. 3(1). Pp. 31-41 Lofstedt, R., Bouder, F., Warman, J., and Chakraborty, S. 2009. The Changing Nature of Communication and Regulation of Risk in Europe. Risk and Regulation Advisory Council Report. Morsing, M. 2006. CSR as Strategic Auto-communication: on the Role of External Stakeholders for Member Identification. Business Ethics: A European Review. 15(2). Pp. 171-182 Parker, J. 2007. The Reputation, Image and Influence of the Pharmaceutical Industry: Regaining Credibility. Journal of Medical Marketing. 7. Pp. 309-313 Pines, W. L. 2009. Pharmaceutical Physicians and Crisis Management. Pharmaceutical Medicine. 23 (1). Pp.7-10 Reputation Institute. 2009. The Worlds Most Reputable Companies, 2009. [online] Available at: http://www.corporatereputation.it/idee/docs/Global_Pulse_2009_Free_Global_Report.pdf Accessed: 16 December 2010 Smith, P.R. 1991. Pharmaceutical Marketing: Strategy and Cases. Pharmaceutical Products Press. in Fill, Ch., and Dimopoulou, E. 1999. Shaping Corporate Images: Attributes Used to Form Impressions of Pharmaceutical Companies. Corporate Reputation Review. 2 (3). Pp. 202-213 Smith, P.R. 1994. Marketing Communications: an Integrated Approach. London: Kogan Page in Fill, Ch., and Dimopoulou, E. 1999. Shaping Corporate Images: Attributes Used to Form Impressions of Pharmaceutical Companies. Corporate Reputation Review. 2 (3). Pp. 202-213 Sones, M., Grantham, S., and Vieira, E.T. 2009. Communicating CSR via Pharmaceutical Company Web Sites. Corporate Communications: An International Journal. 14 (2). Pp. 144-157 TargetMarketNews. 2007. GlaxoSmithKlines Niche Marketing Strategy for Diabetes Drug under Stress. [online] Updated 6 June 2007. Available at: http://www.targetmarketnews.com/storyid06060701.htm Accessed: 16 December 2010

BIM Based Life Cycle Assessment Tool

BIM Based Life Cycle Assessment Tool Life Cycle Assessment (LCA) is used to evaluate a particular product, process, or activity from cradle to grave the environmental effects. LCA is methodology for measuring and evaluating some aspects of all relevant costs, revenues, environmental impacts and performance associated in all stages of an asset over its life cycle (ISO15686, 2008), it compiles and evaluates an inventory of relevant input, output, and potential environmental impacts in relation to the objective of study throughout its life cycle (ISO14040, 2006). LCA provides a complete picture of the interactions of activities with the environment and it is one of the decision supporting tools providing information on environmental effects of these activities and identifies opportunities for environmental improvement for stakeholders to make decision. The concept of LCA started from late 1960s, the earliest forerunners were the Resource and Environmental Profile Analyses (REPAs) and a research founded by Coca Cola funds study of different beverage containers and packaging system. LCA been extended used during global oil crises from 1973 emerged many countries began to explore substitute resources to produce energy. Energy analysis by comparing different substitute sources through life-cycle basis gave a true indication. The interest of LCA continued used for decision making policy through the 1980s. The REPA early studies emphasized on raw material, energy inputs and waste generation through environmental impact as LCA methodology and modern LCA methodology outlined the components of contemporary LCA from four distinct analytical steps: goal definition, inventory assessment, impact assessment, and improvement analysis in the late 1990s released ISO standards 14040 14043 by the International Organisation for Standardisation (ISO). The latest series includes ISO 14040:2006 life cycle assessment principles and framework, ISO 14041:1998 standards for goal and scope definition and inventory analysis, ISO14042:2000 life cycle impact assessment and ISO 14043:2000 life cycle interpretation. There still much development tacking place till today. The stages of the LCA methodology based on international standards of series ISO 14040 consists of defining the goal and scope, creating the inventory, assessing the impact and finally interpreting. Today, the usage of LCA is extended to the construction industry; works have been undertaken on both large and small aspects from internal to external. Internally, LCA can be used in process analysis, product evaluation, material selection (cement or bricks) and product comparison (heating systems). From externally use, LCA can be used for marketing, information and education, eco-labelling. LCA is a comprehensive method to evaluate environment impact through whole life approach, LCA has 40-years history and still not been used widely due to there are limitations in using this tool. Firstly, expected life-time is various. Data collection and data reliability is always the question and difficulties to LCA tool. Further, uncertainty is everywhere and comparisons between studies are difficult. In all LCA is a decision supporting tool, no single methods can be used individually in providing a clear solution or decision. There are various LCA tools have been developed based on qualitative and quantitative methods that can assess building environmental impacts from embodied energy, operational energy, CO2 emission and other emissions from buildings. These tools have been classified and categorized into five major categories: Detailed LCA Modelling Tool; LCA design Tool; LCA CAD tool; Green Product Guides and Checklist and Building Assessment Schemes. Detailed LCA Modelling Tools: This category of LCA tools to calculate embodied energy and environmental impacts based on materials used, building components and processes of the work. The most famous used software under this category includes SimaPro, TEAM, Gabi, KCL-ECO, Boustead, GaBi, PEMS, Athena, BEES, LISA, ECO-QUANTUM, EQUER, Green Building Advisor USA, SIA D0123, Energy Life Cycle Assessment Model for Building Design (SBI) [14]. SimaPro is one of the most widely used professional LCA software under detailed LCA modelling tool category and worked based on calculating of material used by consultants, research institutes and universities. It contains several impact assessment methods can direct calculate for each element in a project; inventory databases can be edited and expanded easily; open and transparent database (Pre4 database, FRANKLIN US LCI database, IDEMAT database, BIWAL250 database, FEFCO database) which helps in fast data entry and database consistency checks. BEES (Building for Economic and Environmental Sustainability) USA be developed and to implement the most appropriate balance between environmental sustainability and economic performance. It can be used throughout all construction stages from preliminary design stages, construction or building product manufacture, maintenance of building and to building services. The data used in this software including inventory flow items of energy used and materials. It a typical detailed LCA modelling tool worked on building components. LCA Design Tools: LCA Design Tool is the yardstick for designers to measure environment performance of the building during design stage. By using this kind of LCA tools, designers can easily evaluated environment impact. Environmental information can be optimized measured. Envest is one of the widely used software under category of LCA Design tools developed by Building Research Establishment (BRE) in the U.K. Designers input the basic design information such as building element choices, building height, number of storeys, window areas and building Gross Floor Area. Calculation of building associated impacts and different options comparisons then performance. This software measures each environmental issue separately in their own units. Environmental issues data is more easily to use and gather on UK basis. Envest use weighting system based on BREs Ecopoint score. LCA CAD Tools: Similar to LCA Design Tools, some of LCA tools integrated with CAD planning tool or CAD assessment tool. Tools under this category are able to read building component information from CAD. Some tools can work with 3-D CAD to work get the material information and building components from CAD directly in order to work out environmental impact analysis. Well known software under this category include EcoScan, ECOit, LCAiTLCAid, ECOTECT, ENER-RATEE, Energy 10, EQUER, PAPOOSE, Legoe, Ecopro, OGIP, EPCMB [15]. LCAidTM is a decision-making tool developed by Australia and aimed to help building designer, LCA practitioner, LCA researcher or building rating practitioner for evaluating the different options of building or building components environmental performance and impact. It makes evaluation work easier and faster with working on 3D CAD system by importing materials quantities and assigning materials to each building elements. It is based on Green Building Challenges rating guide to weighing the elements. Life Cycle Inventories of building materials data are stored at LCAid library. Green Product Guides and Checklists: It is the most common use methods to assess environment impact currently. They are combine of global analysis and problem analysis take into consideration. Tools under this category provide qualitative guides of environmental issues to help stakeholders in decision making with consideration of environment performance at design stage when selecting alternative materials, or building components. Many countries or regions they have their own standards or guides to follow. Some guilds are famous and used worldwide like LEED from US and BREEAM from UK, International standards ISO 14040 to ISO 14043, and other famous guides include Environmental Preference Method (EPM), BEPAC, GREEN housing A-Z, ECDG, EcoSpecifier. [15]. Building Assessment Schemes: Basically, tools under this category are used to predict or assess building performance during its operational stage. They normally can be used before or after building occupancy. Examples include GBTool, BEAVER/ESOII, BUNYIP, DOE2.2, GSL-Giselle, Okoprofile, NatHERS, SEDA, ECOPROFILE, E2000 and BEE 1.0. [15]. Building information (bim) Changes in Information Communication Technologies lead to a change in the way information represented and in particular, information is being fed more easily and distributed more quickly to different stakeholders by the use of tool such as the Building Information Modelling (BIM) [15]. BIM is a digital building model which generating, managing and sharing information during its entire life cycle. [17] The development of BIM results in fundamentally changes of building design. With design information input of product materials, specification, finishes, costs, carbon content and any other special requirement transfers into virtual building model. Different stakeholders have better collaboration by using BIM. Figure 3 shows the usage of BIM and its functions. BIM has fundamentally changed how buildings are designed. There is now plenty of hard evidence that the wealth of information from virtual building models has completely transformed how the designers make their design decisions lead to a far better sustainable design buildings indeed. Typically collaboration between design disciplines is a low level information exchange, via a simple electronic or published format, however it is a existing commonly form of information collaboration in construction sector, in which there is none of added-value to the design process. The maintained situation is due to todays software tools, in particular to the BIM, have merely facilitated meaningful information collaboration across the sustainable discipline. Proportionally through adding time factor into BIM, BIM becomes a 4D modelling tool. The usage of BIM can then be expanded to planning, supply chain management, life cycle costing and assessment. The integration of LCA disciplines into BIM enables to assess both economic efficiency and sustainability of buildings. Its availability lies in a central building component repository. Further, BIM can be seen as a 5D modelling tool with element/material cost information, together with time information stored in BIM, it can work out the project estimating cost and its cash flow along the project life cycle. Comprising assessment to the environmental information into the BIM, BIM can further become a 6D modelling tool that can calculate the environmental impacts from buildings. Eventually, it can become even nD model with other special information added in [18]. Performance-based design supported by product models is becoming stage-of-the-art practice [19]. Therefore, one of the key advantages of using BIM as an analysis tool allows multi-disciplines to simulate building performance in a virtual environment. The number of performance criteria can be analyzed that are depended on several aspects includes architectural, structural, mechanical, energy. Therefore, BIM tool is a feasible approach for multidisciplinary team members to access and collaborate effectively Current existing BIM tools like Autodesk Revit, Tekla Structures, Digital Project, Bentley Syetems, ArchiCAD, AutoCAD- based Application, DProfiler and so on. Through the applications of construction practices, they have been found on their own strengths and weakness, especially in terms of technique, operational ease and the facilitation of sustainable information across. The analysis to the usedBIM tools being used shown below: Introduction Strengths Weakness Revit Introduce by Autodesk in 2002 Leader for the use in BIM gbXML interface for energy simulation and load analysis Direct interface to ROBOT and RISA structural analysis Conceptual design tool 2D section of detailing View interface: DGN, DWG, DWF, DXF, IFC, SAT, SKP, AVI, ODBC, gbXML, BMP, JPG, TGA, TIF Functionality is well-design and user-friendly Broad set of object libraries Direct link interface Bi-directional drawing Slow down on project larger than 200MB Limitation on parametric rules with angles Bentley Systems Introduce in 2004 by Bentley Architecture Integrated with others Bentley software Broad range of building tools Supports modeling with complex curved surfaces Multiple support for custom parametric objects Provide scalable support for large projects Large and non-integrated user interface Hard to learn and navigate Less extensive object libraries ArchiCAD Produce by Graphisoft in early 80s Serve MAC platform in addition to Windows Support range of direct interface Contains extensive object libraries Suite interfaces for energy and sustainability OBDC interface Intuitive interface and relatively simple to use Large object libraries Rich suite in supporting applications in construction facility management Only strong BIM product for MAC Limitation to parametric modeling Encounter scaling problem with large project Partition large project to manage them Digital Project Develop by Gehry Technologies Require a powerful workstation to run well Able to handle even the largest projects Model any type of surfaces Support elaborate custom parametric objects Complete parametric modeling capabilities for controlling surfaces and assemblies Relies on 3D parametric modeling for most detailing Steep learning curve Complex user interface High initial cost Limited object libraries (including external) Architectural drawing are not well developed Output section to drafting systems for completion AutoCAD- based Application Architectural Desktop ( ADT) Autodesk original 3D building modeling tool prior to Revit Provide a transition for 2D to BIM Relies on AutoCAD well-known capabilities for drawing production Interface: DGN, DWG, DWF, DXF, and IFC Easy to adopt for AutoCAD user Drafting functionality and interface Not parametric modeling Limited interface to other applications Scaling problem Tekla Structure Offered by Tekla Corp. Multiple divisions: building and construction, infrastructure and energy Support fabrication-level detailing of precast concrete structure and facades Structural analysis Interface: IFC, DWG, CIS/2 DTSV, SNDF, DGN, and DXF Export CNC Model structures that incorporate all kinds of structural materials Support very large model Concurrent operations on some projects Multiple simultaneous users Support complex parametric custom component libraries Too complex to learn and fully utilize Parametric component require sophisticated operators with high skill Not able to import complex multi-curved surfaces Relatively expensive Dprofiler Product of Beck Technologies in Dallas, Texas Provide feedback for construction cost and time User gain a set of drawing with financial and schedule reporting Can input own cost data or data from RS Means Support Sketchup and DWG Interface with Excel and DWG Market as a closed system for feasibility studies before actual design begins Ability to generate quick economic assessments Not a general purpose of BIM tool Purpose is economic evaluation of construction project Interface to support development in BIM Design tools is limited to 2D DWG files As presented above within the existing BIM tools, they provide less supports in sustainable information discipline across the models throughout the whole construction stages. Life cycle assessment in relation to carbon and energy emission Bim-based lca tool There is a high level of demand for sustainable construction due to the rising awareness of climate change and the most important buildings sustainable features are decided at design stage. Designers need to analyses sustainable features including building type, building forms, major materials used, context, MEP system. As mentioned in the previous section, BIM allows for multi-disciplinary information to be combined within one container and it creates a platform for multi-disciplinary to conduct sustainability analyses at construction initial stage. Adopting LCA concept integrate into BIM technology take consideration of low impact building design decision in time, embodied carbon, waste and cost (as shown in Figure 2). The principle of BIM-based holistic modelling in the building lifecycle, LCA can be available in the form of static visualization analysis at design stage whilst its dynamic simulation can be achievable through all stages of construction till demolition. During design phase, associated sustainability issues like energy consumption, carbon emission, waste generation, involved in building design and materials can be accurately quantified on the basis of a unique visualized static 3D information building model. From the phases of construction, to operation and demolition phases, LCA are a dynamic process where building sustainability are being embedded in those phases. For instance, carbon emission and waste production are likely to occur in the boundaries of manufacturing for building construction, maintaining for building operating and routine repairing, as well as recycling and disposing of building components and materials. These dynamic features are suggested to using a simulation approach for analyzing, while popular 4D/5D CAD techniques provide a viable approach to this dynamic simulation. The BIM-based LCA tool is therefore being considered as an enabler for multidisciplinary collaboration across specialty boundaries throughout the building lifecycle. The viability of model-based collaborative work has been verified by an interactive approach targeting on 4D CAD [21]. Planners with different specialties can collaboratively perform planning and 4D simulation underpinned by the 3D model. Similarly, taking the advantage of integrating LCA into BIM can realize optimal design decisions from a holistic perspective in multidisciplinary coalition. Sustainability issues and related costs in HVAC, structure, for instance, in a building can then be examined using the same BIM environment. In this kind of design decision process, the central information repository provided by the BIM model can create a collaboration context for potential stakeholders. Different specialties information in the repository can be accessed not only by information owners but other collaborators. Theref ore, sustainable design decisions on LCA can be made on the basis of informed rather than isolated approaches. The convenience of central information repository from the BIM model also brings the flexibility in applications. Given an online BIM model, distributed LCA application can be available through network support for geographically dispersed stakeholders. Conclusions This document provides authors with basic guidance on how to prepare the full papers. It is highly advised to use the Paper Template or strictly follow the instructions provided. A paper that does not meet the requirements will be returned to the author(s) for revision.

Smallpox Blankets during the French Indian War :: Smallpox Disease

A different perspective on a smallpox epidemic during the French and Indian War appears in Andrew J. Blackbird's History of the Ottawa and Chippewa Indians of Michigan. Blackbird, Chief Mack-e-te-be-nessy, was a member of a distinguished Ottawa family from the northwest shore of the Michigan lower peninsula. He wrote his History late in life, after a long career in education, politics, and public service. Blackbird's book, like many similar autoethnographic texts, is a combination of autobiography, history, ethnography, and polemic. He opens with a conventional reference to inaccuracy in current histories. In the course of correcting the record he relates the story, preserved by elders of his nation, of a smallpox epidemic during the height of the French and Indian War, about 1757. Blackbird's story is unique because of the unusual disease vector. It was a notable fact that by this time [1763] the Ottawas were greatly reduced in numbers from what they were in former times, on account of the small-pox which they brought from Montreal during the French war with Great Britain. This small pox was sold to them shut up in a tin box, with the strict injunction not to open the box on their way homeward, but only when they should reach their country; and that this box contained something that would do them great good, and their people! The foolish people believed really there was something in the box supernatural, that would do them great good. Accordingly, after they reached home they opened the box; but behold there was another tin box inside, smaller. They took it out and opened the second box, and behold, still there was another box inside of the second box, smaller yet. So they kept on this way till they came to a very small box, which was not more than an inch long; and when they opened the last one they found nothing but mouldy particles in this last little box! They wondered very much what it was, and a great many closely inspected to try to find out what it meant. But alas, alas! pretty soon burst out a terrible sickness among them. The great Indian doctors themselves were taken sick and died. The tradition says it was indeed awful and terrible. Every one taken with it was sure to die.

Grapes of Wrath Essay: Steinbecks Use of Universal Archetypes

Use of Universal Archetypes in The Grapes of Wrath John Steinbeck sets his novel The Grapes of Wrath during the Depression of the 1930's. Universal archetypes play a significant role in Steinbeck’s story. Steinbeck creates a cast of characters whose archetypes can be easily related to. The Earthmother, haven versus hell, and the evil figure with the ultimately good heart are archetypes described in The Grapes of Wrath to show the bad and good times during a time of hardships. During a period of arduous and zestful moments, the archetypal Earthmother can be identified in the Joad household. Ma Joad is the citadel in the family. She thinks and cares not for herself but for the family and people. Ma has helped keep the family stable, " She seemed to know that if she swayed the family shook" (96). Even in times when food was scarce, Ma spared what she could to help those without. Ma said, "´ Look, you little fellas go an' get you each a flat stick an' I'll put what's lef' for you '" (331). The Earthmother is characterized by the willingness and thoughtfulness in helping and nurturing the family and fellow neighbors. Ma's daughter, Rose of Sharon, gradually changes to an Earthmother. Rose of Sharon finds herself being concerned with the welfare of her baby. She is in constant worry about whether she is giving enough nutrients from milk and food to bring a healthy baby in the world. Rose of Sharon's final act of nurturing shows how she accepts her rol e as Earthmother. " She looked up and across the barn and her lips came together and smiled mysteriously" (589). With this smile, the mystery of motherhood is understood by Rose of Sharon. Though she was unable to g... ...a sanctuary and a place of peace and beauty while the hells are gruesome and of cruelty. In the Grapes of Wrath, Steinbeck incorporates the Earthmother, the evil figure with the ultimately good heart, and the haven versus hell as archetypes to describes the characters and the situations in the novel that the migrants experiences on their excursion through the enjoyable and mendacious times. Ma and Rose of Sharon for there nurturing and caring of others characterized the Earthmother. Not only the Joads, but also other migrants encountered the evil figure with the ultimately good heart. The Haven and the hell are both symbolic of the dwellings the migrants and the Joads went through. These are archetypes that are described in John Steinbeck's The Grapes of Wrath in order to create a story of real life experiences during the depression of the 1930's.