How can you make them Essay

As an employer, various approaches can be employed to improve safety practices among pilots, maintainace people and other employers of Aircraft Company as this is essential in preventing casualty from avoidable risks. The steps towards motivation Talk to your employees Find out how many of those employed rides and what their needs are. In order words the needs assessment.sk about their training needs and the best way they can be supported to be safe riders and managers of aircraft. †¢ Are they new workers or more experienced? †¢ Have they completed any training course before? †¢ What’s their attitude towards a continuous learning and refresher courses? †¢ Appoint an aircraft coordinator The most important and crucial factor for a workplace aircraft champions are interest and zeal in riding. This aircraft coordinator would serve as a middleman between the company management and employees. With help from aircraft shops ,the coordinator organizes seminars inviting speakers that address interesting safety issues to those working in and out of the aircraft He should be able to sacrifice few hours in a week in order to jumpstart and direct the worksite safety agenda. Furthermore, employees can be encouraged to drive safely by establishing club or a group .When peers assist in arranging and shouldering programs and events, this will motivate people to participate .This club can provide access to issues that pertains to safety gears, skills and control and licensing as well as provide information on where to ride and how to obtain quality aircraft maintain ace. Initiate a mentor or ‘Aircraft buddy’ plan This can be done for new pilots experienced plots can be paired with new ones if the expertise is not in the workplace a contact to local dealer or advocate from state aircraft office to find experienced pilots to assist employees to learn riding safely such mentors give novice information about safety measures also encourage and boost their confidence Give a free ‘Starter Kit’ to new   employees This will contain information about safe practices, brochures on licensing and safety tutorials, protective gears and discount tickets on at gear shops Cardigans with company logo and with rider-friendly blueprint and watchword this decision is made by the coordinator to decide the kit contents. Steps to implement Aircraft safety awareness initiatives †¢ Explore all available communication methods and these include internet, hangar signage paycheck inserts bulletin banners posters lobby display company magazines intranet and email blasts. †¢ Make partnership with local aircraft dealership to provide a free or subsidized maintain ace check for aircraft. Such a dealer may accept giving discounts or gear or maintenance †¢ Design safety awareness seminal series displaying local speakers and resource personnel

Apple Strategy Management Essay

Formerly known as Apple Computer, Apple Inc. has effectively became a successful company in a competitive consumer electronics industry. The firm managed to outsell others by being innovative and differentiating its products through superior service standards and high quality products. To ensure standards are met, Apple outsourced its manufacturing to a reliable third party electronics manufacturing company, Foxconn Technology. In recent years, the smartphone industry is moving towards commoditization. This resulted in intense competition where constant innovation is required to withstand its business marketability. Apple’s strategic capabilities such as having tailored hardware/software systems has enabled the corporation to position itself in term of value, rarity, inimitability and non-substitution. However, to continue gaining its market share as the best smartphone, the corporation might need to review its business suitability, so as to maintain its market leadership in t he industry. This strategic analysis and evaluation report will hence review Apple’s performance and sustainability through using business level strategies before strategic recommendations are decided upon. In order for Apple to continually retain its market position, the corporation might need to consider its business suitability such as its strategic direction. Through market development, the company can increase its presence in new market segments. There is a need to look into its R&D (Research & Development), so that new products with unique features can progressively developed. Table of Contents Introduction (300words) 372 Background Information Apple Inc. is a technological company that had achieved great success in designing, producing and selling its wide range of products categories including Mac, IPad, IPod and IPhone, which brings innovations in computers, media tablet, Portable music players and mobile phones respectively. In addition, Apple also offers a variety of related software, applications, services, networking solutions, peripherals and third-party digital content which represent a revolutionary era for innovation and differentiation of Apple. (reuters). Although touch screens in mobile devices are not new, Apple managed to be the first to achieve mass market adoption for that technology by creating and launching the first IPhone series in January 2007. The IPhone was so much ahead of its time that it virtually created a new category in the market leaving everyone else playing catch up (Elliot, 2012). The Apple’s target market includes teenagers, college and university students, business people, young children and kids and adults. As of September 29, 2012, it had 412 retail stores in 14 countries around the world. (Financial Report 2012) At the same time, Apple had an extensive 72,800 regular employees and an additional 3,300 temporary employees or contractors worldwide (Apple 3 year PnL). Financial Performance According to the financial report, the company recorded total net revenue of $156,508 million during the fiscal year 2012, which shows an increase of 63% over fiscal year 2011. In which net profit accounted for $41,733 million, a 61% increase over fiscal year 2011 (Apple 3 year PnL). As observed from the report, Apple’s gross profit margin had rise from 40.5% to 43.9% in the past 2 years. This is mainly the result of effective implementation of cost-leadership and differentiation strategy over the years. (Find source). Culture The firm’s pervious CEO, Steve Job (from 1997 – 2011) had created a culture in which vision are understood and is live by their employees. He believes that communicating the vision to the employee is almost as important as coming out with new products (Elliot. Jay, 2012). This culture was kept alive even when Tim Cook took over as CEO (from 2011 – current) which essentially kept all Apple’s employees on the same page and enact the vision with true passion (Elliot. Jay, 2012) which is key to strategic management (Find that book) Macro Environment Analysis (700words) 803 PESTEL Analysis PESTEL analysis will be used to understand Apple’s external environment and gain an insight of Apple’s future business potential, market situation and operations directions. There are six elements in the PESTEL analysis; Political, Economical, Social, Technological, Environmental and Legal (Find source). Considering developments, trends, indicative incidents at the global levels, we identify that Social, Technological and Legal element of the PESTEL analysis pose a much significant impact on Apple’s mobile phone SBU as compared to the rest. Social Apple’s social environment is one of key contributor for its success today and will continue to lead it into greater height in future (wei kang, 2013). It’s ‘think different’ slogan is the unique combination of simplicity, creativity and luxury image into the product that reflects the user’s individual identity and the desire to be different (Schneiders, 2011). Apple’s pervious CEO Steve Job always had a sense of what consumer really wanted and adjusted the company’s products line to meet their wants. In other words he tells them what they should love (VERGANTI, 2010). This is a phenomenon known as the cult marketing in which people do not know their wants until cult marketers present it to them (RAGAS & BUENO, 2005). In simple terms, Cult marketing is actually a tool used in strategy to strengthen customer loyalty (Schneiders, 2011). This element has significant positive impact as it allows Apple to have the strongest customer loyalty in the world and achieve the highest repurchase rate in the electronic field (MacNN, 2006). This effect can be seem worldwide whenever Apple launch their new product, Apple’s fans would camp for days in front of the store only to get one of its newest innovation. This shows that Apple’s users really love Apple unlike most others (NUSSBAUM, 2005). In addition, due to the technology development, Apple’s Products such as the IPhone are no longer being viewed as luxuries but real necessities goods (source). To succeed in the long run, Apple should follow and abide to its guiding principle; ‘don’t follow your customers; Lead them’ which implies that consumer need to be shown a superior alternative which Apple distinguishes itself and provide these alternatives (MacVarish, 2009). Technological The market for mobile phone and other electronic products that Apple offers puts them in a hyper competition environment driven by the fast pace of technological changes. Companies like Apple which manufacture such products will have to continually invest substantial amount of money on research and development (R&D) to produce better performance, new feature and better design products to counter the short life cycle and frequent introduction of new products in the market (source). According to MacVarish, one of Apple’s guiding principle for their innovation strategy was ‘Be your own toughest Critic’. In which, Apple aims to offer new product lines that replaces older products making their them obsolete and thus preventing competitor from doing so. With this principle to beat itself, Apple managed to beat its competitors too (MacVarish, 2009). Ultimately this enable Apple to lead the market as it did in the launching of the different generation of IPhone especially IPhone 5 which become the world’s best-selling Smartphone worldwide during the 4th quarter of 2012 (Maisto, 2013). As a result, Apple’s R&D expense increases exponentially from $1.782 billion in 2010 to $3.381 billion in 2012 (Apple 3 year PnL). Due to their research intensive nature to keep innovation ahead of competitors, Apple becomes less cost-effective in saturated markets and is exposed to greater risk if it’s R&D does not come through (source). Legal The intellectual property war has long being used as tool in technology and management strategy by companies such as Apple to gain strategic advantage against their competitors. Apple alone has filled as many as 250,000 patents for the IPhone and other Smartphone covering the design and functionality of these products (Cusumano, 2008). Apple had lawsuits all around the world with its competitors such as Samsung, Motorola and Nokia both suing and being sued over violation of each other’s patents (source). One such case is the lawsuit in the U.S between the Apple and one of its top smart phone competitor; Samsung in which the jury awarded Apple $1.05 billion in damage and ordered some of Samsung’s Smartphone products off shelf in parts of the US (source). This verdict allows the IPhone to gain distinctive advantage in the US market and at the same time helped Apple in advertising and broadcast IPhone originality. In addition the amount of damage awarded to Apple could be counted as revenue which eventually increases the profit margin significantly for of Apple that quarter. In conclusion, while most lawsuits Apple filed comes with little success, any court decisions that verdict in favor of Apple’s patents will likely allow IPhone to remain distinctive in the market (Cusumano, 2008). Industry (Competitive) Analysis 815 Michael Porter’s 5-forces model Apple’s competitive position and its attractiveness in the smart-phone market can be explained in analyzing the Porter’s 5-Forces framework (Porter, 1980). Using the competitive forces, it would identify the competitiveness and its ability to position itself with diversification. It will show its sustainability and profitability of its iPhone series. Threat of Potential Entry/Barriers to entry – LOW The smart-phone industry is saturated and poses strong barriers to potential entrants who are keen to enter the market. Presently, there are a few well-established competitors that have a large market share and economies of scale which limits new entrants from entering. Its strong brand presence and consumer loyalty is a hindrance to potential entrants (Bostic, 2013). New entrants require a large amount of capital investment, so as to compete against the market leaders. Due to large economies of scale, it is nearly impossible for this new entrants to enter and gain substantial market share. Sometimes, there is a need for new entrant to innovate such as creating distinctive features or software to compete. But this usually brought about by lack of resources as investing in ample resources does not come cheap. Legal terms such as patents and trademarks serves as a barrier to new entrants. New entrants also face barriers such as legal terms. These are usually patents or trademarks that the dominants players have. This market leaders such as Apple Inc have patents on its designs of iPhones including software such as iTunes. This prevents any infringements from new entrants to copy similar ideas. After all, Apple is still a dominant player in the smart-phone market and competing against Apple really requires a new entrant high start-up costs. Reference: Bostic, K, (2013), â€Å"Study finds 20% of Apple iPhone users switched away from Android in past year†, Apple Insider Porter, M, (1980), â€Å"Competitive Strategy: Techniques for analyzing industries and competitors†, Free Press, Simon & Schuster Adult Publishing Group Rivalry between competitors – HIGH The smart-phone market is very well-developed and there is a high degree of concentration. It is controlled by a few large competitors which are Apple’s strong rivalry. This are dominant smart-phone players such as Samsung, LG and HTC Mobile which has high capital investments. Smart-phones have become a commodities item that any person will require. As such, dominant players have been placing an emphasis on competitive pricing. This will enable them to gain an edge over competitors. These competitors are generally of comparable size with Apple in its operations. Due to stiff rivalry, Apple will differentiate itself in terms of design features and functionalities. Its competitors have also aggressively seek a leadership position in the smart-phone market by constantly innovating and seeking new changes. The result of technology advancement has also caused an increased competition to seek change in the industry. This in turn results in rivalry among smart-phone players to stream line its products and constantly refreshed its gadgets to meet the demand, so as to stay in competition. (Apple Inc Report, 2009). References: Apple Inc. SEC 2009 Form 10-K Filing Page 16 Threat of substitutes – MODERATE It may seems that Apple has a variety of substitutes in the market, but the nature of Apple’s products sets itself apart from competitors. Although it may seem that Apple has an extensive array of substitutes in the market, but its proprietary nature of products sets itself apart from competitors. Presently, its threat of substitutes of its smart-phones (e.g: iPhone5) are still moderate. But competitors are already riding on its successes by constantly innovating and substitutes it with a similar product in the market. In general, Apple sources its parts from various suppliers, thus keeping itself unique in the smart-phone market. As such, Apple still have to constantly stay innovative and price conscious so as to effectively positioned itself against other competitors with a strong branding and following. As such, its differentiation strategy can effectively diversified itself from others. Bargaining Power (buyers) – LOW There are many smart-phone brands in the market that is a substitute to Apple’s iPhones, but the bargaining power by buyers remain low. The main fact is that Apple’s focuses on differentiating its products from its competitors. Its unique designs, features and cult marketing are testimony to its loyalty by buyers. Its niche market in the smart-phone industry also makes buyers less sensitive on product pricing. Customers or loyal fans of Apple are still willing to pay regardless of the price. Although major retailers or businesses have some relative power to bargaining due to its bulk volume, individual buyers still have no control especially on their product pricing. Apple’s lack of third party options also means that buyers have less options for other product. Bargaining Power (Suppliers) – LOW Apple relies on a variety of suppliers in its manufacture for smartphones. Usually, it is not limited to just one single supplier for various components in the assembly of its smartphones. As such, this leaves Apple’s suppliers with less bargaining power over prices. This enables Apple to successfully create a competitive advantage over its competitors in the market (Apple Annual Report, 2012). Due to its bulk quantities of components, Apple Inc can have a leverage over suppliers through negotiating better terms and pricing. This allows Apple to have a lower cost structure and ensures a higher profit margin as compared to its competitors. Apple’s Strategic Capabilities 684 Analysis Apple’s integrated system of hardware and software has enabled the firm to successfully market and develop to be their most valuable strategic resources (Dhaliwal, 2009). It was their former CEO, Steve Jobs that pulled Apple’s back to the growth stage. Apple’s talented team of software engineers, programmers and designers are the firm’s key resources in innovating. This enables Apple to utilize their knowledge to successfully create a tailored hardware and software system which serve as its key capabilities. Its integration in its key capabilities has allowed Apple to create a competitive advantage and sustainability in the market (â€Å"Electronic Industry Citizenship Coalition,† 2009). Resource/Capability| Value| Rare| Imitate| Non-substitution| Relationships with OEMs| √| | √| | Retail locations| √| √| √| | Tailored Hardware/Software Systems| √| √| √| √| Figure 1: VRIN Table Applying VRIN, The VRIN model, a four key criteria resource-based view, examines if Apple Inc. uses its strategic resources to create a competitive advantage. Relationships with OEMs Apple holds good relations with its OEM business partners in China. It includes companies such as Foxconn and Hon Hai Precision Industry. This close relationships that the firm maintains with its partners assures that the outputs produced are superior and of high quality. This allows Apple to be ahead of other smart-phone manufacturers who prefers not to outsource production. Value: Its strong relationships maintained with its business partners allow Apple to take advantage of opportunities by Foxconn, such as cheap manufacturing costs. This ensures that the firm can provide a sustained value in its products and thus reducing any threats (Barney, 1991). Inimitability: Competitors can still imitate by following Apple’s strategy of finding an OEM partner. But what sets Apple apart from the rest, is its ability to maintain its development of software, which others has problems imitating despite having an OEM partner. The intention of Apple Inc. is to integrate multiple functions into developing an Apple product. This will ensure Apple’s users get the most value when they purchase the final product. Apple Inc. ability of combining all 5 aspects of key strategic resources/capabilities into one, allows the firm to be ahead of competitors due to its sustained value and its success in taking opportunities and reducing threats. (Barney, 1991). Retail Locations The introduction of Apple’s retail stores provide the corporation with a physical presence and convenience to its customers. It allows Apple to create a store image by providing an attractive store front and superior customer service. This key resource serves as an important value to Apple which is a relative rarity in the industry. Value: Its strategic locations of its retail stores worldwide provide consumers with the ability to reach its products easily. This gives Apple a competitive advantage against competitors. Rarity: Apple’s strategy in positioning its store and differentiating its products ensures that the firm is in a leadership position. Its unique factors of its strategic retail location are a rarity to the organization. Talented software development teams Apple has a capable team of software developers. This are often carefully chosen by the corporation and serves as Apple’s most talented programmers. They assist Apple with introducing important products. But often developers of this caliber are not rare in the IT industry, neither are they tough to imitate. Hence other smart-phone manufacturers such as Samsung Mobile can also train or hire strong caliber of developers too. Industrial Design Capability Industrial design capability is one of Apple Inc. strategic resource that serves as a function of its innovation ability. Its capability of its innovative design teams are valuable to the corporation. Its innovative design teams also have strong teamwork which forms one of Apple Inc. strategic resource too. This enables Apple to indeed be very valuable, rare among its competitors and also its difficulty in imitation. Tailored Hardware/Software Systems Apple Inc. competitive advantages among competitors are having a tailored hardware and software systems. It is one of Apple’s most important abilities as it is only specifically designed and built in its integrated products. Its ‘closed system’ styles also form its specialty as most competitors relied on third party software. One example would be Samsung Mobile adopting the Google’s Android market. Its capability of combining its own design, software development, hardware programmers ensures its competitive advantage. Value: The benefits of having its own hardware and software ensure that the firm provides value to its consumers. Rarity: The rarity of having a dynamic team of talented staff allows the firm to develop specialized hardware and software which are unique to the company. This are important factors which identifies Apple’s power in the industry. Inimitability: Apple’s inimitability in most of its strategic capabilities allows the firm to be of a competitive advantage than its competitors. In particular, its tailored software, iOs app store was developed ahead of its competitor, Samsung mobile who adopted the Google Play store. Though Apple has a talented team of software developers, this is still inimitable as competitors can train and develop staff. In general, Apple’s strong strategic capabilities still prevent competitors from intimidating. Non-substitution: In general, Apple’s products are substitutable with alternative products. The reason that sets apart from its competitors is its brand identity and its tailored hardware and software. This development serves as a unique factor which no third-party can substitute. Sustainability as Competitive Advantage To successfully sustain Apple’s continued performance and competitive advantage, its management may consider seeking exclusive partnerships or arrangements with its OEM partners to bring costs down and probably reaching out to more countries with expansion of Apple’s stores. These strategies will allow Apple to continually lead the market with its dominance and market share. Value The intention of Apple Inc. is to integrate multiple functions into developing an Apple product. This will ensure Apple’s users get the most value when they purchase the final product. Apple Inc. ability of combining all 5 aspects of key strategic resources/capabilities into one, allows the firm to be ahead of competitors due to its sustained value and its success in taking opportunities and reducing threats. (Barney, 1991). Rare In the smart-phone industry, there are many brands that compete directly with Apple iPhones. But what stands out against competitors is Apple’s ability to position and differentiate its products. Its innovativeness in industrial design, specialized hardware/software and its strategic retail location allows Apple to gain its uniqueness in the market. This assures Apple Inc. as a successful organisation due to its brand identity and superior quality.Inimitate Apple’s inimitability in most of its strategic capabilities allows the firm to be of a competitive advantage than its competitors. In particular, its tailored software, iOs app store was developed ahead of its competitor, Samsung mobile who adopted the Google Play store. Though Apple has a talented team of software developers, this is still inimitable as competitors can train and develop staff. In general, Apple’s strong strategic capabilities still prevent competitors from inimitating. Non-substitution Generally, Apple’s products are substitutable with alternative products. The only reason that sets apart from its competitors are its brand identity and ability to keep hold of Apple’s fans. Its talented teams of software developers and tailored hardware/software are an uniqueness to Apple and no third-party can be substituted. Business Strategy 781 Strategy Statement An analysis shows that there is a strategy shift in Apple for its smart Phone business as the company had a change in leadership since 2012. Apple’s current goal is to give its consumer the best product experience by offering superior high and low-middle end products that are user friendly, innovative in design and feature, integrate seamlessly and excellence sales and post-sale support experience for consumers (forbes). Generic Competitive Strategy Apple’s is pursuing a hybrid combination of product differentiation and cost leadership strategy. With the combination of the 2 strategy, Apple managed to achieve high profit margin where it produces its smart phone cheaply and selling them at a premium price. Competitive scope (broad target) Under Tim cook’s (CEO of Apple from 2012- current) lead, Apple started to explore new territory by building on the success of its current smart phone business unit and expanding it into emerging markets. This strategy is seen to be put into action with the announcement of the IPhone 5s and IPhone 5c (a watered-down version of the IPhone series) launch (Apple main website). With the dual launch of the IPhone 5s and IPhone 5c, Apple managed to position its product in both the premium and non-premium category respectively that offers 2 price points. The IPhone 5s will continue to address their current market while the IPhone 5c will catered to more price sensitive customer base especially from the emerging market. Competitive Advantage (Lower cost and Differentiation) Given that Apple will be having a dual IPhone launch with almost the same design, features and running on the same operating system (ISO 7), it will achieve economies of scope where cost factors such as advertising and research and development will be shared. In addition, the 2 IPhone caters to different market segment, allowing Apple to have a larger addressable market where economies of scales can be achieved by driving supplier’s cost down with the promise of increase order quantity. These factors will help Apple deliver cost leadership in the smart phone industry. However despite the increasing effort in research and development to bring about innovation and to differentiate their smart phone, Apple failed to produce sufficient uniqueness and dimension that is valued by their consumer. In fact, Apple is replicating its previous IPhone model with minimum introduction of ‘game-changing’ features. The company’s reduce pace of innovation can be inferred fro m its latest launched flagship IPhone, the IPhone 5s which retains the dimensions and design of its pervious flagship; Phone 5 with little addition to its feature and performance (yahoo news). Value Chain Apple.inc has been able to perfect the chain of activities in innovation. Apple starts from its new ideas of product design through R&D with its strategy capability and extensive funding. Then manufacturers it and finally markets it wholeheartedly. The process of transforming inputs into outputs compromises a number of primary and support activities† (Hill and Jones, 2001, p.133). Each value is considered to be a source of competitive advantage. Value chain analysis is a powerful tool for managers to identify the key activities within the firm which form the value chain for that organisation, and have the potential of a sustainable competitive advantage for accompany. Therein, competitive advantage of an organisation lies in its ability to perform crucial activities along the value chain better than its competitors Technology Development Buying and R&D Inbound Logistics Most components are generally available from multiple sources; a number of components are currently obtained from single or limited sources. Hardware products are manufactured by outsourcing partner primary in Asia e.g. Foxconn. Delegate raw materials acquisition – Apple works with its OEM partners to delegate the raw materials acquisition process but provides some supervision for quality control purpose. Automated receiving systems – Apple has implemented sophisticated automated receiving systems to speed up the receiving process and reduce facility footprint and storage space requirement That is a concern for suppliers. Apple’s smartphone margins are the highest in the industry. But as those margins come under pressure, Apple will push suppliers to cut costs. Flat-panel televisions followed a similar pattern, with margins for screens eventually falling to near break-even levels, says Alberto Moel, an analyst at Bernstein Research.( http://online.wsj.com/article/SB10001424127887323610704578625540722848194.html) Outbound Logistics Apple used variety of direct and indirect distribution channel, such as retail stores,online stores and direct sales force, 3 Rd party cellular network carriers, wholesalers, retailers and value added resellers. Apple continue to expand and improve its distribution capacities by expanding the number of its own retail stores worldwide in order to ensure a high quality buying experience for its product. Economical packing – Apple employed teams of design and engineering experts who develop product packaging that’s slim and light yet protective. Efficient packaging design not only reduces materials and waste, it also helps reduce the emissions produced during transportation. Marketing & Sales http://www.docstoc.com/docs/121102555/Apple-Computer-Value-Chain http://www.reuters.com/article/2012/04/30/us-honhai-idUSBRE83T08K20120430 References used: Dhaliwal, A. (2009). â€Å"Apple’s Q4 results beat analysts? Estimates; quarterly profit rises to $1.67 billion.† Top News, retrieved on September 14, 2010 from: http://topnews.us/content/27794-apple-s-q4-results-beat-analysts-estimates-quarterly-profit-rises-167-billion â€Å"Electronic Industry Citizenship Coalition.† (2009). Electronic Industry Code of Conduct. retrieved on September 14, 2010 from: http://www.eicc.info/PDF/EICC%20Code%20of%20Conduct%20English.pdf Barney J, (1991), â€Å"Firm resources and sustained competitive advantage†, Journal of Management, vol. 17, no1, p99-125 Identifying the strategy Generic Competitive Strategy Apple is pursuing a broad differentiation strategy. Apple differentiates by offering high-quality, exceptional design, and personalized service. The scope of their strategy is broad targeting customers ranging from unsophisticated beginner users to specials needs power-users. 1) Cost-leadership 2) Differentiation Business Suitability Apple Inc. is concerned with which strategic directions and methods suggested addressed the issues the corporation faced (Johnson & Scholes, 2008). It assists in determining the business suitability of strategic choices which relates to the strategic position. To test on Apple’s suitability on its proposed business strategies, the Porter’s value chain model is chosen to consider the internal factors of the organization. Strategic Directions Market Penetration Presently, Apple’s infrastructure is very well established and developed. But the corporation should still continue in its infrastructure developments, so as to achieve back its high market share in the smartphone industry. Its market penetration business strategy relies heavily on its primary activities such as inbound logistics, outbound logistics; and sales and marketing. To continue moving towards the market penetration direction, its support activities do play apart. The technology development will then be in a position to assist the support to the proposed strategy. Product Development Apple may need to consider a strategic drift to gain a competitive advantage in its business strategy. The product development strategy gets its assistance from support activities such as developing new products to meet customer demands. To increase its firm performance and market share, Apple is introducing new features such as finger sensor on its new iPhone5s and also colored version of its iPhone5c (Apple.com). This new features or product development somehow serves a determining factor whether Apple will achieve its business strategy or affects its corporate performance. Market Development At present, the firm is adopting the market development strategy. It assists Apple in venturing into new market segments. Thus, there is the importance to focus especially on the primary activities of inbound and outbound logistics, sales and marketing. Apple is still able to rely on its OEM partners for resources especially in manufacturing, which serves as Apple’s key competency. To move ahead, Apple might need to enter or develop new market, such as in developing markets which it has zero presence. With its strong alliance partner, such as Foxconn, Apple is able to utilize its logistics part and its strong sales and marketing to open up new market. Hence, these three suggested business strategies are suitable to evaluate the value chain, and Apple can carry any of these strategies ahead. Apple will need to consider which strategy will achieve its overall business objectives to sustain itself in the market. Conclusion Reference List 1) http://in.reuters.com/finance/stocks/companyProfile?symbol=AAPL.O (reuters) 2) http://files.shareholder.com/downloads/AAPL/2634031917x0x444195/E7A8FE5F-8835-46AB-ACC2-6FA28DFB546D/Three_Yr_Financial_History.pdf (Apple 3 year PnL) 3) Porter. ME, (2008), ‘The Five Competitive Forces that Sharpe Strategy’, Harvard Business Review, vol. 86, no. 1, pp. 78-93, Business Source Complete, (online) Available at: EBSCOhost database [Accessed:15 sept 2013] (Porter, 2008) 4) MacVarish, B. (2009, August 13). Guiding Principles of Apple Innovation.brucemacvarish.com. Retrieved January 29, 2010, from http://www.brucemacvarish.com/2009/08/guiding-principles-of-innovation-at-apple1-dont-follow-your-customers-lead-themapple-tends-to-place-less-emphasis-on-evide.html (MacVarish, 2009) 5) Cusumano, M 2008, ‘Technology Strategy and Management: The Puzzle of Apple’, Communications Of The ACM, 51, 9, pp. 22-24, Business Source Complete, EBSCOhost, viewed 16 July 2013. (Cusumano, 2008) 6) http://www.forbes.com/sites/mobiledia/2012/02/19/nuts-apples-ceo-reveals-future-strategy-google-to-expand-into-hardware/ (forbes) 7) (http://sg.news.yahoo.com/photos/apple-unveils-iphone-5s-iphone-5c-slideshow/five-colors-iphone-5c-cases-photo-181338126.html) (yahoo news) 8)

Prevention Of Pressure Ulcer Health And Social Care Essay

Pressure ulcers, or bed sores, or have been impacting worlds for ages, and turn toing the overall bar of force per unit area ulcers is now a outstanding national health care issue. Despite of all the progresss in medical specialty, surgery, nursing attention, force per unit area ulcers still remains a major cause of mortality. Pressure sore is a common job among old people and those who are immobilise or limited activity like post-operative and other bedfast patients. ( Bergstorm, 2005 ) Many surveies province that aged are prone for force per unit area ulcer throughout the universe and its going a important issue ( Nakagami et al. , 2007 ) . Pressure ulcer can be defined as a type of hurt that affects countries of the tegument or implicit in tissue of the organic structure due to application of excessively much force per unit area on it. ( Grey et al 2006 ) It develops as a consequence of tissue mortification of the tegument over the bony prominence, due to the obstructor of the blo od vass flow caused by the application continual force per unit area on it. ( Lyder, 2003 ) The entire outgo for the bar of force per unit area ulcer is well less when compared to its intervention ( Lapsley H M and Vogels R, 1996 ) . It can do terrible frailty and high health-care outgo. The estimated one-year disbursal for the bar and intervention of force per unit area ulcers has been expected about ?1.4 to ?2.1 billion in the United Kingdom and is measured as a monolithic economic job ( Bennet et al. , 2004 ) . After malignant neoplastic disease and cardio vascular disease, force per unit area ulcers are the 3rd most money devouring disease ( Schoonhoven et al. , 2002 ) Harmonizing to European Pressure Ulcer Advisory Panel ( EPUAP ) the happening rates of force per unit area ulcers are runing from 8-23 % . In acute attention infirmaries in the western states the reported prevalence has wide-ranging between 9-22 % . Bettering the criterion of force per unit area ulcer attention could ini ¬Ã¢â‚¬Å¡uence the estimated one-year outgo and quality of life ( Tannen A et al. , 2004 ) . Harmonizing to Whittington et Al ( 2000 ) the prevalence of 15 % of force per unit area ulcers are recorded on admittance, whereas for the 60 % of the persons there was no specific information about the presence or absence of the force per unit area ulcers. In another survey, it is clear that 12.8 % have already had the frailty on their admittance. Harmonizing to Rycroft-Malone, ( 2000 ) A force per unit area ulcers can develop at any country of the organic structure, but normally occurs over cadaverous prominences. ( Murdoch, 2002 ; Jones, 2001 ) The countries can supposed to develop force per unit area sores are sacrum, heels, cubituss and dorsum of the caput. The visual aspect of force per unit area sore is really fast and therefore the early appraisal and stairss to forestall is really necessary ( George and Malkenson, 2008 ) . Pressure strength and continuance are the two chief factors for the force per unit area ulcer formation because of force per unit area. Pressure strength is the volume of external force per unit area applied on internal tissues whereas continuance is the sum of external force is sustained by internal tissues ( Cullum et al. , 2000 ) Harmonizing to NICE guidelines ( 2003 ) the hazard factors act uponing to develop force per unit area ulcer in an single includes intrinsic hazard factors and extrinsic hazard factors. The intrinsic hazard factors such as decreased mobility or stationariness, centripetal damage, acute unwellness, degree of consciousness, extremes of age, vascular disease, terrible chronic or terminal unwellness, old history of force per unit area harm, malnutrition and desiccation. And extrinsic hazard factors are force per unit area, shear, and clash. Shear is defined as the applied force that can do an opposite, parallel skiding gesture in the planes of an object. The sum of force per unit area exerted has got a direct affect on Shear. ( Pieper B, 2007, Nix DP, 2007 ) . Clash is defined as a superficial, mechanical force directed against the cuticle, ensuing in increased susceptibleness to ulceration ( Pieper B. , 2007 ) . Pressure ulcers are classified harmonizing to different phases as defined by the National Pressure Ulcer Advisory Panel ( NPUAP ) . Originally there were merely four phases, but in February 2007 these phases were revised and two more classs such as deep tissue hurt and unstageable were added to it. Phase IA -Redness of a localised country, normally over a cadaverous prominence. Darkly pigmented tegument may non hold seeable blanching ; as its coloring material may differ from the environing country. Phase IIA – loss of partial thickness corium demoing as a shallow unfastened ulcer with a ruddy or tap lesion bed, without any gangrene. It may besides show as or open or ruptured serum filled blisters. Phase IIIA – The bed of hypodermic fatA may be seen but bone, musculus or sinews are non exposed. Slough may be present but does non cover the deepness of tissue loss. Phase IVA – exposure of bone, sinew or musculus. Slough or may be present on some parts of the lesion bed. UnstageableA – Loss of the thickness of the tegument in which in which the base of the ulcer is covered by gangrene ( xanthous, tan, grey, green or brown ) in the lesion bed. Deep tissue InjuryA – Purple or maroon localised country of discolored tegument or blood-filled blister due to damage of implicit in soft tissue due to force per unit area. The country may be preceded by tissue that is house, painful, and mushy compared to next tissue. ( NPUAP 2007 ) To forestall the formation of force per unit area sores nurses are following a assortment of steps such as hazard appraisal and hazard appraisal tools, altering the place of the bedfast patients on a regular basis, inspecting the force per unit area country on a regular basis and while making personal attention, using unctions or picks over the force per unit area countries, supplying comfy mattresses such as air bed, H2O mattress for the bedridden and immobilise patients, puting pillows under the topographic points prone to organize force per unit area ulcer for the vulnerable peoples, maximise nutritionary position, etc. However the efficiency of all these methods is in treatment and statement. This essay study will collate all the assorted available literatures sing the bar of force per unit area ulcer and suggest the better and good pattern to forestall the formation of force per unit area sore among the high hazard people. The criterion of nursing attention is really of import for the bar and direction of force per unit area ulcers. The lovingness of patients, who are at hazard with force per unit area ulcer, is the chief challenge for nurses ( Sinclair et al. , 2004 ) . Harmonizing to Lewis M et Al 2003 the first measure nurses should do out is the hazard appraisal of patients and it is better to place the patient at hazard in the early phases, so we can forestall the force per unit area sores. It consists of degree of mobility, nutritionary position, degree of consciousness and neurological position, incontinency, centripetal damage, complete patient history, and physical and psychosocial scrutiny measuring mental position and cognitive ability. To back up health professionals there are assessment graduated tables to place the patients at hazard. Harmonizing to Walker D K et Al 2010 tegument attention and wet are indispensable to forestall force per unit area sore. Keeping skin unity is of import for the patient`s at hazard. Furthermore inordinate of wet and waterlessness can breakdown the skin`s opposition. Wherever wet is present, it is of import to clean the part exhaustively. Patients identified at hazard should be bathed one time a twenty-four hours. PH balanced cleansing agent is used to protect the tegument from wet and waterlessness, it is a natural protection mechanism of a tegument. When cleansing the skin day-to-day or in the presence of wet, it is necessary non to utilize utmost force or clash. Eventhough wet can non be controlled, usage skin barriers to protect tegument from wet. Dry tegument besides needs to be prevented by utilizing a pH-balanced moisturizer. The surveies conducted by saleh et Al, ( 2008 ) and Lindergren et al. , ( 2002 ) evidenced that usage of hazard appraisal graduated table is successful in foretelling the formation of force per unit area sore ( Decubitus Ulcer ) .The surveies substantiated the function of hazard appraisal graduated tables and their utility in the bar and direction of force per unit area sores. Harmonizing to Lindergren et al. , 2002 states the dependability of hazard rating graduated table in the anticipation of force per unit area sore formation. However, the alteration conducted by saleh et Al. ( 2008 ) , argues about the decrease in the happening of clinical acquired force per unit area tonss through the regular application of hazard appraisal graduated tables. Their acquisition besides states that opinion of clinical appraisal is besides same valuable as associate with the sensing of force per unit area sore through hazard appraisal graduated table. In add-on, Defloor and Grypdonck, ( 2004 ) besides stated that appraisal tools have a critical function for the bar of force per unit area sore. There are many restrictions for the hazard appraisal tools which may take to supply incorrect positive consequences. The dependability, specificity and feeling of the graduated table are influenced by the preventative method applications. Nurses are utilizing a assortment of hazard appraisal tools based on practical experience they acquired. The hazard appraisal tools are assessed by agencies of numerical tonss. The variables like degree of continency, medicines and nutritionary position will give an mean mark for the hazard patients ( Whitening, N. L. , 2009 ) . Braden graduated table is the universally used hazard appraisal graduated table which includes the variables like centripetal perceptual experience, activity, mobility, wet and the nutritionary position. The hazard appraisal graduated table works in such a manner that every bit shor tly as the patient admitted in the infirmary two measure rating is carried out within the first six hours. The two stairss include the skin appraisal and the hazard appraisal to place the possibility of formation of force per unit area sore ( O ‘ Neil, 2004 ) . Frequent rating and appraisal should be done in every consequent rating at every 12 hours on patients who are at high hazard.In the same manner patients who are at low hazard besides needs to be evaluate often to detect or to place any new hazard factors and supplying suited preventative steps ( O ‘ Neil, 2004 ) . The most normally used tool measuring the force per unit area sore in U.K is the Waterlow force per unit area ulcer hazard appraisal tool. And it is user friendly and recommended by the nurses in U.K. Pancorbo-hidalgo et Al. ( 2006 ) , suggests that the Waterlow force per unit area ulcer hazard appraisal tool has good force per unit area sore thinking ability and sensitiveness which may ensue to acquire incorrect positive consequences. With the waterlow force per unit area ulcer hazard assessment tool among the seven assessment surveies conducted by pancorbo-hidalgo, P.L. et Al. ( 2006 ) they got merely few findings with corrects values. Bergstorm et Al. ( 2001 ) agrees that hazard appraisal is done by graduated tables like Braden graduated table or the Norton graduated table in the infirmaries which is more dependable. However there is no universally accepted hazard appraisal tool to be adopted to forestall force per unit area sore. Besides this, the use of the hazard appraisal tools has their ain bounds in clinical systems. Alternatively, Saleh et Al. ( 2008 ) argues that medical opinion is successful as hazard appraisal tools to find the suited to be delivered. Nevertheless, Pancorbo-Hidalgo et Al, ( 2006 ) Braden and Norton graduated tables were noticed to be good once more at hazard computation than the scientific opinions. On the other manus, harmonizing to NICE guidelines ( 2003 ) hazard appraisal tools can merely be used as an aide-memoire and should non replace clinical judgement. Normal supply of O and foods are indispensable for the tissues, to keep wellness. ( Gottrup 2004 ) . When patients sitting or lying, the force per unit area signifier peculiar portion of the organic structure consequences in the lessening of O causes force per unit area sore ( Defloor 2005 ) . The survey conducted by Kaitani et al. , 2010, Vanderwee et al. , 2007 and Pearson et al. , 2010 reveals the importance of altering the place for the bed ridden or immobilise patient in forestalling force per unit area sore happening. Their surveies evidenced the effectivity of shifting in regular intervals among the vulnerable patients. Repositioning is considered as an effectual control method against force per unit area sores ( decubitus ulcer ) . Harmonizing to Vanderwee et al. , ( 2007 ) the effectivity of force of force per unit area greater in sideway place. He besides suggested that supine place is the comfy place to cut down the consequence of force per unit area on the bony prominence . The experiment conducted by Vanderwee et Al. ( 2007 reveals that more regular repositioning does non really diminish the happening of force per unit area sore. But he recognizes that turning of patients is an effective preventative method. The incidence of force per unit area ulcer is more in patients who are lying down in side manner place. The hazard has been reduced when the patients are lying down in supine place. On the other manus the survey conducted by Peterson et Al. ( 2010 ) argues that the effectivity of shifting is less or non dependable even though it is done by any experient nurse. And he found that after keeping an appropriate force per unit area below 33 millimeter of Hg cut down the incidence of force per unit area ulcer. He states that by making this there is still opportunity of happening force per unit area sore in the hazard countries. While turning the patient they are non droping the all countries prone to coerce consequence with the tegument. Even though the standard methods for forestalling force per unit area sores are maintained the tegument dislocation go oning as the hazard countries are non relieved from force per unit area. The survey conducted by Kaitani et Al. ( 2010 ) evidenced that patients enduring from force per unit area sore have done merely a fewer alteration of placement and turning. In their surveies they states that they did n't noticed any patients with force per unit area sore who has been changed their place often in a regular intervals. From the findings of Hobbs ( 2004 ) besides reveals that there is no diminution of incidence in force per unit area sore in the infirmary due to the everyday repositioning on older people. Similarly Peterson et al 2010 found that still the incidence of force per unit area ulcer are increasing in the clinical scenes where standard turning of patients has already been done. In EPUAP guidelines ( 2009 ) , suggests that shifting is an effectual method which will diminish the extent and happening of force per unit area over susceptible points like sacrum, heels, cubituss and dorsum of the caput bony prominences. However, there was no research survey conducted by any research workers to cipher the clip spread needed to turn the patient that means there is no grounds of turning intervals from any old surveies or researches. It is really of import to inspect the support surface while making shifting. Patient must be repositioned in regularity after inspecting the tissue viability, call uping degree, medical status and rating of skin unity. It is besides subjected by the supportive surface So shifting can cut down the incidence of force per unit area sore to an extent. In infirmaries and wellness attention places it is suggested that shifting to be done in every 4 hours and by the usage of air mattress the incidence of the happening of force per unit area sore can be prevented. Many of the patient ‘s feels really discomfort while turning often, to avoid frequent turning force per unit area cut downing support surfaces can be used to alleviate force per unit area. Importantly force per unit area alleviating support surface devices has critical function in the bar of force per unit area. Harmonizing to Cullum et al. , 2001 it is divided into two, low tech devices and high tech devices. Low tech devices are soothing support surface to distribute the organic structure weight over an country whereas high devices are jumping support surface where inflatable cells consecutively inflate and deflate. Harmonizing to Lewis M, et Al ( 2003 ) if the patients holding a moderate to high possibility of developing force per unit area sore, dynamic support surfaces include a big cell jumping force per unit area mattress, a low air loss or air fluidized bed, or other force per unit area redistributing systems can be recommended. In a survey conducted by Nixon et Al ( 2006 ) found that in operating tabular arraies, specialized froth mattress sheathings are effectual to cut down the incidence of postoperative force per unit area sores while in other scenes, specialized froth and sheathings were the lone surfaces that were invariably better to standard infirmary mattresses in cut downing incidence of force per unit area ulcers. To diminish the contact between bony prominences and support surfaces, pillows and froths are used. In add-on to that for cut downing the clash and shearing harm, raising devices such as slide sheets, slings or arms can be used to travel the patients. On the other manus, it is ill-defined about the grounds for the advantages of higher-specification changeless low-pressure and alternating-pressure support surfaces for forestalling force per unit area sores. However, there is clinical grounds of a difference in hazard of developing force per unit area ulcers when utilizing high-specification froth mattresses, compared to standard infirmary mattresses. ( Nice 2005 ) Decisions for force per unit area alleviating device should find at hazard appraisal. It must include degree of hazard, comfort, patient`s penchants, general wellness and timing of the surgery..The surveies conducted by Holm et Al. ( 2007 ) and Ferguson et Al. ( 2000 ) evidenced the significance of nutrition in force per unit area ulcer bar. This survey suggests that older people are largely affected due to coerce ulcer. This is because of their less skin unity and low nutritionary position. The nutritionary position of the aged people is normally related with the degree of consumption of nutrient and fluids along with assorted nursing intercession methods ( Holm et al. , 2007 ) . Management of force per unit area sore and its intervention closely related with the clients nutritionary position. The people with less nutritionary position have a high hazard of happening of force per unit area ulcer. The nutritionary position of the patient has to be assessed by the nurse ab initio. Adequate measure of proteins, Calories, minerals, vitamins and fluids are necessary to keep the tegument unity and lesion healing publicity ( Ferguson et al. , 2000 ) . The promotion and direction of force per unit area sore extremely influenced by their nutritionary position. For making an successful preventative steps it is indispensable to carried out with proper nutritionary rating techniques and planning ( Ferguson et al. , 2000 ) .pressure sore and nutritionary position are closely related to each other and are straight relative to each other.patients who are with less nutritionary position or malnourished are likely to be more prone to develop force per unit area sore ( Thomas, 1997 ) .To cut down the incidence both dietitians and nurses should work jointly. To measure the nutritionary position of the patient and the degree of undernourishment and proper planning and intercessions to be done to better the position if unequal ( Ferguson et al. , 2000 ) .According to EPUAP ( 2009 ) recommendation every wellness attention system should make testing and rating trials of the nutritionary degree of the vulnerable people who are at hazard of force per unit area sore. Pressure sore in bulk instances are preventable and governable. A targeted control step is far better than indicating on handling antecedently recognized force per unit area sores. Preventive steps to fraudulences ( force per unit area ) sore saves clip and money. By making an effectual preventative techniques can besides understate the loss of energy and decrease in the work burden over the wellness attention bringing force ‘s and staffs chiefly nurses. Bergstrom N. , Braden B. , Kemp M. , Champagne M. & A ; Ruby E. ( 1998 ) Predicting Pressure ulcer hazard. A multisite survey of the prognostic cogency of the Braden graduated table. Nursing Research. 47 ( 5 ) , p.261-26 Bergstrom N, Braden B. A prospective survey of force per unit area sore hazard among institutionalised elderly. J Am Geriatric S Bennett G, Dealey C, Posnett J. The cost of force per unit area ulcers in the UK. Age Ageing 2004 ; 33:230-5 Cullum N, Nelson EA, Nixon J ( 2000 ) Pressure sores. Clinical Evidence: 979-98 Defloor, T. and Grypdonck, M. F. ( 2004 ) Validation of force per unit area ulcer hazard appraisal graduated tables: a review. Journal of Advanced Nursing. 48 ( 6 ) , p. 613-621. Defloor T, De Bacquer D, Grypdonck MH. The consequence of assorted combinations of turning and force per unit area cut downing devices on the incidence of force per unit area ulcers. International Journal of Nursing Studies 2005 ; 42 ( 1 ) :37-46. European Pressure Ulcer Advisory Panel and National Pressure Ulcer Advisory Panel ( 2009 ) force per unit area Ulcer Prevention Quick Reference Guide. NPtJAP, Washington DC. Ferguson, M. , Cook, A. , Rimmasch, H. , Bender, S. and Voss, A. ( 2000 ) Pressure ulcer direction: the importance of nutrition. MEDSURG Nursing, 9 ( 4 ) . Gottrup F. ( 2004 ) Oxygen in lesion healing and infection. World Journal of Surgery ; 28 ( 3 ) :312-5. Gray, J.E.Enoch, S.Harding, K.G. ( 2006 ) ABC of wound healing.Pressure ulcers.British medical journal.332.p.472-476 Holm, B. , Mesh, L. , and Ove, H. ( 2007 ) . Importance of nutrition for aged individuals with force per unit area ulcers or a exposure of force per unit area ulcers: a systematic reappraisal. Australian Journal of Advanced Nursing, 25 ( 1 ) , p. 77-84. Jones I, Tweed C, Marron M ( 2001 ) A Pressure country attention in babies and kids: Nimbus Paediatric System.A Br J NursA 10 ( 12 ) : 789-95. Kaitani, T. , Tokunaga, K. , Matsui, N. and Sanada, H. ( 2010 ) . Hazard factors related to the development of force per unit area ulcers in the critical attention scenes. Journal of Clinical Nursing, 19, 414-421. Lewis, M. , Pearson, A. , Ward, C. ( 2003 ) Pressure ulcer bar and intervention: Transforming research findings into consensus based clinical guidelines. International Journal of Nursing Practice, 9, p.92-102. Lindgren, M. , Unosson, M. and Krantz, A. M. ( 2002 ) A hazard appraisal graduated table for the anticipation of force per unit area sore development: dependability and cogency. Journal of Advanced Nursing. 38, p.190-199. Lyder, C. , Yu C, Stevenson, D. , Mangat, R. , Empleo- Frazier, O. , Emerling, J. and McKay J. Validating the Braden Scale for the anticipation of force per unit area ulcer hazard in inkinesss and Latino/Hispanic seniors: a pilot survey ( 1998 ) . Ostomy Wound Manage. 44 ( 3A ) p.42S-49S. Murdoch V ( 2002 ) A Pressure attention in the pediatric attention unit.A Nursing standardA 17 ( 6 ) : 71-6 National Institute for Clinical Excellence. ( 2003 ) Pressure ulcer bar. Clinical guideline 7. Nix DP. Support surfaces. In: Bryant R, Nix D, eds. Acute & A ; Chronic Wounds: Current Management Concepts. 3rd erectile dysfunction. St Louis MO: Mosby ; 2007:235-248. Nixon, J. , Nelson, E.A. , Cranny, G. , Iglesias, C.P. , Hawkins, K. , Cullum, N.A. , Philips, A. , Splisbury, K. , Dorgerson, D.J. , Mason, S.,2006b. Pressure alleviating support surfaces: a randomized rating. Health Technology Assessment 10 ( 22 ) Nakagami G. , Sakai K. , Matsui N. , Sanada H. , Kitagawa A. , Tadaka E. and Sugama J. ( 2008 ) Validation and finding of the feeling country of the KINOTEX detector to develop a new mattress with an interface pressure-sensing system. Life science National Pressure Ulce Advisory Panel ( NPUAP ) ( 2007, February ) .A Pressure ulcer definition and phases. Retrieved 4/13/2007, fromA hypertext transfer protocol: //www.npuap.org Pancorbo-Hidalgo, P. L. , Garcia-Fernandez, F. P. , Lopez-Medina, I. M. and Alvarez- Nieto, C. ( 2006 ) Risk appraisal graduated tables for force per unit area ulcer bar: a systematic reappraisal. Journal of Advanced Nursing. 54, p. 94-110. Peterson, J. M. , Schwab, W. , Oostrom, V. H. J. , Gravenstein, N.and Caruso, J. L. ( 2010 ) . Consequence of turning on skin-bed interface in healthy grownups. Journal of advanced Nursing, 66 ( 7 ) , p. 1556-1564. Pieper B. Mechanical forces: force per unit area, shear, and clash. In: Bryant R, Nix D, eds. Acute & A ; Chronic Wounds: Current Management Concepts. 3rd erectile dysfunction. St Louis, MO: Mosby ; 2007:205-234. Rycroft-Malone J and McInnes EA ( 2000 ) Pressure ulcer hazard appraisal and prevention-technical study London, A Royal College of Nursing Saleh, M. , Anthony, D. and Parboteeah, S. ( 2009 ) . The impact of force per unit area ulcer hazard appraisal on patient results among hospitalised patients. Journal of Clinical Nursing. 18, p. 1923-1929 Schoonhoven, L. , Haalboom, J, R, E. , Bousema, M, T. , Algra, A. , Grobbee, D, E. , Grypdonck, M, H. , Buskens, E. ( 2002 ) Prospective cohort survey of everyday usage of hazard appraisal graduated tables for anticipation of force per unit area ulcers. BMJ, 325, p.1-5. Sinclair, L. , Berwiczonek, H. and Thurston, N. ( 2004 ) Evaluation of an grounds based instruction plan for force per unit area ulcer bar. Journal of Wound, Ostomy, and Continence Nursing. 31 ( 1 ) , p. 43-50. Tannen A, Dassen T, Bours G, Halfens RJG. A comparing of force per unit area ulcers prevalence: concerted informations aggregation in the Netherlands and Germany. Int J Nurs Stud 2004 ; 41:607-12 Thomas, D. R. The function of nutrition in bar and healing of force per unit area ulcers. ( 1997 ) . Clinical Geriatric Medicine. 13, p. 497-511. Vanderwee, K. , Grypdonck, M. and Defloor, T. ( 2007 ) Non-blanchable erythema as an index for the demand for force per unit area ulcer bar: a randomized-controlled test Journal of Clinical Nursing.16, p.325-335. Walker D K, Sell S V, Kindred C. ( 2010 ) Pressure Ulcer Prevention Utilizing Unlicensed Assistive Personnel Crit Care Nurs Vol. 33, No. 4, pp. 348-355 Whitening, N.L. ( 2009 ) Skin appraisal of patients at hazard of force per unit area ulcers. Nursing Standard. 24 ( 10 ) , p.40-44. Whittington, K. , Patrick, M. , Roberts, J, L. ( 2000 ) A national survey of force per unit area ulcer prevalence and incidence in ague attention infirmaries. Journal of Wound, Ostomy and Continence, 27, p. 209-215.

Chandler's claims for superiority of managerial capitalism' are Essay

Chandler's claims for superiority of managerial capitalism' are specific to a particular time and place and cannot be generalized disscuss - Essay Example But in Scale and Scope the essential thesis is that between the 1850s and the 1880s the transportation and communications networks established the technological and organizational base for the exploitation Ð ¾f economies Ð ¾f scale and scope in the processes Ð ¾f production and distribution. (p. 58) The entrepreneurial response in distribution preceded that in production because innovation in distribution was primarily organizational, not technological. The reasons for the decline Ð ¾f commission agents and the growth Ð ¾f full line, full service wholesalers and mass retailers is not entirely clear from Chandlers analysis.[1] Many Ð ¾f the names Ð ¾f the mass retailers that emerged after the Civil War are still familiar today and include Macys, Lord & Taylor, Strawbridge & Clothier, John Wanamaker, Marshall Field, and Emporium. Montgomery Ward and Sears Roebuck came to dominate the rural market, relying heavily on mail-order operations. These houses built administrative systems to handle more transactions in a day than most traditional merchants could handle in a lifetime. The laying down Ð ¾f railroad and telegraph systems precipitated a wave Ð ¾f industrial innovation in Western Europe and the United States far more wide ranging than that which had occurred in Britain at the end Ð ¾f the eighteenth century. This wave has been properly termed by historians the Second Industrial Revolution. . . (p. 62) and involved systemic innovations in oil refining, steel, machinery, glass, artificial dyes, fibres, fertilizers, and food processing. But for the potential Ð ¾f these innovations to be realized, entrepreneurs had to make the three pronged investment. [2] In industries where only one or two pioneering enterprises made the three pronged investment, these enterprises quickly dominated the market. More Ð ¾ften, however, the modern industrial enterprise in the United States appeared after merger or acquisition (p.

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Financial Analysis for Managers II - Essay Example It is a fixed amount paid on annual basis (Myers & Allen, 2005). This amount might be constant for a certain period of time or may have a steady trend for some time and may fluctuate otherwise. The annuities and the time value of money are related and affected by certain factors. These are as follows; Interest rates are the prevailing charges of availing the facility of the capital that might have been invested in an interest generating instrument or a bank account. The interest rates of advancing loans and paying on the deposits are different and that the difference is actually the monetary reward of utilizing that capital. However, the actual value of money, even when the principal amount is added up with the total interest amount received as an annuity, is normally different from what it was at the time of blocking that money into the respective reserve under question. This may have a different affect on the compounded interest approach. Since the interest is compound, therefore it yields a higher amount at each step and thus even the actual value of the total of that amount might be more than the amount actually invested depending on the terms, policies and interest rates. This introduces the concept of the present value of future payments and/or income(s) that are expected to be received (Myers Allen, 2005). This means that the present value always differs from the future value. The idea is also related to the fact about the future value of any of the long term and/or even short term investments that were made. They will seldom be equal in real terms, even when they seem to be equal as an annuity. The most commonly applied model of the time value of money is our same old compounded interest model. An amount of money 'C' for 't' years at a rate of interest of 'I'% (where interest of 15 percent" is expressed also as 0.15) compounded on annual basis, the present value of the receipt of C, t years in the future, is: Ct = C(1+i)-t = C/(1+i)t The expression (1 + i)t is a generic form of calculating almost al sorts of present value. Where the interest rate is deemed to be something which is not constant figure over the period of the investment(s), different values for 'I' may respectively be used; an investment over a two year period would then have PV (Present Value) of: PV = C(1+i1)-1.(1+i2)-1 Present value is additive. This means that the present value of a bundle of cash flows is the sum of each individual's present value. If there are no risks involved in the project i.e. the project is deemed to be risk free, the expected/forecasted rate of return from the project must equal or exceed this rate of return or else it would be better to rather invest the capital investment in these (potentially) risk free assets. If there are risks involved in any such investments or a project ventures this can be reflected through the use of a 'risk premium'. The risk premium that is required can easily be found by comparing the investment with the rate of return required from other similar projects with similar risks (Ross & Westerfield, 2007). Thus it is possible for almost all investors to take account of any uncertainty or risk factor

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How are our oceans Are there plenty of fish in the sea - Research Paper Example The other major problem that has resulted in the displeasing state of the oceans as it stands currently is the issue of overfishing. This vice has also resulted in the reduction of the viable offspring of the major fish species that are endangered, resulting in further endangerment of the marine life (NRDC, 2011). Further, the oceans have now become a source of health risk for the human population, owing to the sedimentation of the plastic, heavy metals and other pollutants in the beaches and in the rivers, which eventually finds way into human homes. The result is that there is a high risk of health associated with the ocean pollution (NRDC, 2014). In this respect, the state of the ocean is not suitable is not in good shape, and thus there is a need to address this problem, lest the ocean eventually fails to support life. Are there plenty of fish in the sea?   The saying that there is plenty fish in the ocean does not hold any more in the modern world. This is because, with the cu rrent trend of ocean pollution and dangerous fishing practices, there will be virtually no wild fish in the oceans by 2050 (NGS, 2014). One of the major problems that are causing the decline in the population of the fish in the oceans is the high demand for seafood globally, considering that fish meat is not associated with high cholesterol levels. Thus, combined with the effects of pollution in the ocean and the subsequent climate change, the whole environmental setting has become less supportive for marine life.

Poaching in Zimbabwea, causes and attempts to stop sense the 1990s Essay

Poaching in Zimbabwea, causes and attempts to stop sense the 1990s - Essay Example About 1000 rhinos were killed in South Africa in 2013 alone (The Citizen1). Poaching in Zimbabwe has become a great challenge to the Zimbabwean government due to the high demand of rhino and elephant horns in Asia the Greatest market being China. In Asia, the rhino horns are greatly respected and taken as a status symbol and have medicinal value (The Citizen1). The cases of poaching have dropped in Zimbabwe in recent years because the conservation authorities in Zimbabwe have adopted stern measures including conviction and jail terms for poachers. Additionally, they have also taken steps to track the animals via satellite and relocated the animals to safer sanctuaries. Poachers use various tactics to kill the animals like poisoning and shooting. According to the wildlife conservation of Zimbabwe, more than 300 elephants were poisoned using cyanide in 2013 alone. Zimbabwe has a major poaching problem caused by the outside influence of China and that of neighboring African countries. H owever, there have been efforts made by the Zimbabwean government and other organizations, like the United Nations, to stop poaching. Furthermore, due to the increasing wealth in Asian countries China Inclusive, the demand for rhino horns and ivory has gone up. This is because these goods are the status symbol of wealth, and there is a ready market by African buyers who serve as dealers to Asia. Due to the increased demand of Ivory in Asia, poaching in Africa increased in 2011 and 2013 (Hsdl.org 1). Research has shown some rogues terrorists collude with government officials in Zimbabwe to execute poaching. Consequently, ivory smuggling in Zimbabwe is executed by high confidence traffickers who use sophisticated networks to move ivory from local areas to ports of exit accelerated by corruption of the border insecurity. In Zimbabwe, these networks are related with illegitimate weapons

No Country for Old Men Essay Example | Topics and Well Written Essays - 1250 words

No Country for Old Men - Essay Example When he is having a conversation with anyone, the camera follows the other character mostly when he/she says something of value or to show what is the effect of Chigurh’s personality or speech on him/her. The character of Sheriff Ed Tom Bell also has a lot of strength. In my opinion, his character is second to Chigurh. His appearance is anticipated at any time because the movie opens up with him narrating in background voice. His first appearance is not shot from a lower angle or an angle that shows his importance. He is shot from a very common angle and his importance can be construed by his wife telling him to â€Å"be careful†. His answers to his wife show that he is an experienced Sheriff and has been in such situations a lot of times before. He can easily be shown as being tired of his job and feeling that he is not good enough for the police work anymore. The feeling of helplessness and knowing that he has a very limited capacity to do things has made him quite cy nical. The camera rarely leaves his face whether he is in a conversation or not. The camera has to be kept on him in such a way that his facial expressions and feelings are recorded properly. In a scene where his subordinate laughs at his remark, the camera still focuses on him a lot to show that he is not amused. The character of Llewelyn Moss can be regarded as the second most important character. If not, this character is very much poised with the character of the Sheriff. Although he runs away with the money that did not belong to him, he still manages to get the sympathy of the audience. Llewelyn told his wife that he â€Å"will return†. This makes the audience expect that he might survive at the end of the movie. But he is killed in the most common manner as any character in the movie does. It is surprising that some of the minor details of his activities are followed by the camera, but his killing is not shown, hence nil dramatizations in his death. Unlike, Chigurh, Ll welyn depicts a lot of feelings ranging from pain to the worry of his wife’s safety. He is also a compassionate person as despite knowing about the danger to his life, he takes water to the dying Mexican gangster/driver, albeit, he was too late. Prior to that, the camera focuses on him from the ceiling as he lies on the bed and records the feelings of restlessness that the thought of the thirsty Mexican brings to him. He is careful and as circumspect as his wits allow him to be but he makes some critical mistakes that lead to his death. The movie uses very less music and even the most intense moments are free from dramatic melody in order to depict reality. This has shown realism in the movie. â€Å"Critics and theorists have championed film as the most realistic of all the arts in capturing how an experience actually looks and sounds† (Giannetti and Leach, Page 3) The time when Chigurh asks the shopkeeper at the gas station to call the coin, it is obvious that he is w agering on killing him. This is a critical moment but no music is used. The sounds used are natural and real. In this movie, the rarity of music enables the audience to expect the un-expectable at any moment. In the beginning, when Lelwelyn walks to the scene of the crime and away from it, the contact of his feet with the ground can be heard very clearly. Also, the time when he is in the motel, the sound of the creak of the wooden floor due to

Linguistics writing Essay Example for Free

Linguistics writing Essay Literacy is the ability to read and write[1]. The inability to do so is called illiteracy or analphabetism. Visual literacy includes in addition the ability to understand visual forms of communication such as body language,[2] pictures, maps, and video. Evolving definitions of literacy often include all the symbol systems relevant to a particular community. Literacy encompasses a complex set of abilities to understand and use the dominant symbol systems of a culture for personal and community development. In a technological society, the concept of literacy is expanding to include the media and electronic text, in addition to alphabetic and number systems. These abilities vary in different social and cultural contexts according to need, demand and education. The primary sense of literacy still represents the lifelong, intellectual process of gaining meaning from a critical interpretation of the written or printed text. Key to all literacy is reading development, a progression of skills that begins with the ability to understand spoken words and decode written words, and culminates in the deep understanding of text. Reading development involves a range of complex language underpinnings including awareness of speech sounds (phonology), spelling patterns (orthography), word meaning (semantics), grammar (syntax) and patterns of word formation (morphology), all of which provide a necessary platform for reading fluency and comprehension. Once these skills are acquired the reader can attain full language literacy, which includes the abilities to approach printed material with critical analysis, inference and synthesis; to write with accuracy and coherence; and to use information and insights from text as the basis for informed decisions and creative thought. [3] The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines literacy as the ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society. [4]Literacy is the ability to read and write[1]. The inability to do so is called illiteracy or analphabetism. Visual literacy includes in addition the ability to understand visual forms of communication such as body language,[2] pictures, maps, and video. Evolving definitions of literacy often include all the symbol systems relevant to a particular community. Literacy encompasses a complex set of abilities to understand and use the dominant symbol systems of a culture for personal and community development. In a technological society, the concept of literacy is expanding to include the media and electronic text, in addition to alphabetic and number systems. These abilities vary in different social and cultural contexts according to need, demand and education. The primary sense of literacy still represents the lifelong, intellectual process of gaining meaning from a critical interpretation of the written or printed text. Key to all literacy is reading development, a progression of skills that begins with the ability to understand spoken words and decode written words, and culminates in the deep understanding of text. Reading development involves a range of complex language underpinnings including awareness of speech sounds (phonology), spelling patterns (orthography), word meaning (semantics), grammar (syntax) and patterns of word formation (morphology), all of which provide a necessary platform for reading fluency and comprehension. Once these skills are acquired the reader can attain full language literacy, which includes the abilities to approach printed material with critical analysis, inference and synthesis; to write with accuracy and coherence; and to use information and insights from text as the basis for informed decisions and creative thought. [3] The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines literacy as the ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society. [4] Literacy is the ability to read and write[1]. The inability to do so is called illiteracy or analphabetism. Visual literacy includes in addition the ability to understand visual forms of communication such as body language,[2] pictures, maps, and video. Evolving definitions of literacy often include all the symbol systems relevant to a particular community. Literacy encompasses a complex set of abilities to understand and use the dominant symbol systems of a culture for personal and community development. In a technological society, the concept of literacy is expanding to include the media and electronic text, in addition to alphabetic and number systems. These abilities vary in different social and cultural contexts according to need, demand and education. The primary sense of literacy still represents the lifelong, intellectual process of gaining meaning from a critical interpretation of the written or printed text. Key to all literacy is reading development, a progression of skills that begins with the ability to understand spoken words and decode written words, and culminates in the deep understanding of text. Reading development involves a range of complex language underpinnings including awareness of speech sounds (phonology), spelling patterns (orthography), word meaning (semantics), grammar (syntax) and patterns of word formation (morphology), all of which provide a necessary platform for reading fluency and comprehension. Once these skills are acquired the reader can attain full language literacy, which includes the abilities to approach printed material with critical analysis, inference and synthesis; to write with accuracy and coherence; and to use information and insights from text as the basis for informed decisions and creative thought. [3] The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines literacy as the ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society. [4] Literacy is the ability to read and write[1]. The inability to do so is called illiteracy or analphabetism. Visual literacy includes in addition the ability to understand visual forms of communication such as body language,[2] pictures, maps, and video. Evolving definitions of literacy often include all the symbol systems relevant to a particular community. Literacy encompasses a complex set of abilities to understand and use the dominant symbol systems of a culture for personal and community development. In a technological society, the concept of literacy is expanding to include the media and electronic text, in addition to alphabetic and number systems. These abilities vary in different social and cultural contexts according to need, demand and education. The primary sense of literacy still represents the lifelong, intellectual process of gaining meaning from a critical interpretation of the written or printed text. Key to all literacy is reading development, a progression of skills that begins with the ability to understand spoken words and decode written words, and culminates in the deep understanding of text. Reading development involves a range of complex language underpinnings including awareness of speech sounds (phonology), spelling patterns (orthography), word meaning (semantics), grammar (syntax) and patterns of word formation (morphology), all of which provide a necessary platform for reading fluency and comprehension. Once these skills are acquired the reader can attain full language literacy, which includes the abilities to approach printed material with critical analysis, inference and synthesis; to write with accuracy and coherence; and to use information and insights from text as the basis for informed decisions and creative thought. [3] The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines literacy as the ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society. [4]

Humanism in the Renaissance Period

Humanism in the Renaissance Period Humanism of the renaissance period has manifested a new and developed courtier that is different from earlier courtiers of the medieval age. Courts, during the Renaissance, were the center of social as well as political life of monarchs and other members of society. Individuals like clergymen, soldiers, and clerks were always present in courts. But the most important figure in courts is the Courtier who basically is a person who attends a royal court as a companion or adviser to the king or queen.  [1]  . This definition of the courtier is applicable to the medieval courtier who is knightly and chivalric, but with the emergence of Humanism and the publication of books of conduct that strive for perfection in a human being a new Humanistic inclusive courtier has emerged. To understand what constitutes a Renaissance courtier and whether he is different from his medieval counterpart an examination of the medieval ideal and of Renaissance Humanism is a must. Classical mythology has always appealed to the medieval court and many medieval romances were based on classical works. The pagan Greek and Roman heroes were transformed into chivalric knights, the classical wars became medieval crusades and the platonic concept of love inspired medieval courtly love. Chaucers parfit gentil knyght (Halsall L.71)seems to be the noblest of the pilgrims embodying military expertise, devotion, honor, bounty, and courtesy. He carries himself in a gracious and well bread fashion, never articulating a cruel word about anyone: A knyght ther was, and that a worthy man, That fro the tyme that he first bigan To riden out, he loved chivalrie, Trouthe and honour, fredom and curteisie. Ful worthy was he in his lordes werre, (Halsall L.43-7) His tale, a chivalric romance set in ancient Athens, touches upon all the great subjects and values of knightly conduct. Courtly love, honor, chivalry and adventure dominate this tale. Every conduct in this story is ideal; the love is pure, ideal and platonic, honor is at its highest standards, chivalry is exemplary in its magnificence. The poem starts with the Knight, Theseus, coming back from a triumphant journey and on his way he meets a group of mourning women grasping onto his horses bridle. The women tell their terrible story of how they lost their husbands in the siege of Thebes and how the cruel tyrant of Thebes plans to dishonor their husbands bodies by denying them burial. Moved by this spectacle the Knight takes pity on them and changes his course. Instead of returning to Athens to celebrate victory, he rides off with traditional knightly spirit to right the wrongs in this world. Then in this war he takes two prisoners who are friends, Arcite and Palamon, and who are Knigh ts as well. In prison the two notice, from the window of their cell, the beautiful Emily walking in the garden. In an instant they fall in love, and their friendship is replaced by a passionate rivalry. At this point in the Knights tale readers are introduced to the concept of courtly love. After a great deal of dispute and duels and a grand tournament, Arcite, the noble knight and gentleman, calls Palamon Emily to his deathbed and asks of his friend to marry his beloved in an attempt to reconcile with his friend. A true embodiment of the medieval gentry. In early modern Europe, people paid special attention to the life of the royal court, and the image of the courtier was depicted in many literary works. In Cortegiano (1528), or The Book of The Courtier (an English translation by Sir Tomas Hoby 1561), Baldassare Castiglione an Italian courtier in the Renaissance Italy writes an account on the ideal image of the perfect courtier. This book is recognized by historians as a resourceful reference to the Renaissance court life. Over the course of four evening conversations between the courtiers in the court of Urbino in Italy, the narrators discuss and describe what constitute a perfect courtier, for they agree that a courtier who had the privilege to accompany the royalties must be perfect. It is been argued in The Book of The Courtier that a noble courtier is often: endowed with such gifts that they seem not to have been born but to have been formed by some godand blessed with every possible advantage of mind and body (Castiglione 124 ). The perfect courtier must have a reputation of a brave strong man and must maintain this reputation. His profession should be of a warrior who is enterprising, bold, and loyal to whomever he serves(131). This warrior courtier should be fierce rough and always to the fore, in the presence of the enemy; but anywhere else he should be kind, modest, reticent and anxious above all to avoid ostentation or the kind of outrageous self- glorification (135). The aspect of the perfect courtiers appearance is also identified. He must be very agreeable and pleasing and well dressed. He should manage to appear both manly and graceful (141). There is great resentment for the courtier who tries to appear soft and feminine not only in his looks but also in the way he speaks and walks. As for the physical appearance, he should be well built not necessarily too small or too big. He must possess the physical appearance of a warrior who masters the skills of every kind of weapon. The perfect courtier is expected to be a good athlete who is so skilful in many kinds of sports, like horse riding, swimming, and running. There are also many other sports, but it seems that hunting is the most important since it resembles warfare [and] it is the true pastime of great lords (147). Besides his appearance, the good gentleman of the court must possess the finest set of manners. He is modest, gentle, elegant and graceful. He ought to avoid the affectation of being a bold fellow who shouts, swears and brags. When the perfect courtier speaks, his words have grace and dignity and they are sensible and effective and convey what he wants to say. He is a good writer too, and the words he uses in his writings should be appropriate, carefully chosen, clear, and well formed. The courtier requires knowledge in order to speak and write well, because the man who has nothing in his mind that is worth hearing has nothing worth writing and speaking of. Another literary work that depicted the lives of the courtiers is Le Morte Darthur (1485) by Sir Thomas Malory. This work is considered a masterpiece of the fifteenth century prose of romance tales about the legendary King Arthur, Guinevere, Lancelot, and the Knights of the Round Table. (Alexander). The Faerie Queene (1590), an allegorical epic poem written in praise of Queen Elizabeth I, follows several knights in an examination of several virtues. In Spensers A Letter of the Authors he states that the entire poem is cloudily enwrapped in allegorical devises and that the aim of publishing The Faerie Queene was to fashion a gentleman or noble person in virtuous and gentle discipline (Department of Literature). The printed text of Jonsons Every Man out of his Humour (1599) opens with a series of short prose sketches entitled The Characters of the Persons Fastidius Brisk, for example, is described as: A neat, spruce, affecting courtier, one that wears clothes well and in fashion; practiseth by his glass how to salute; speaks good remnants (notwithstanding the base viol and tobacco); swears tersely, and with variety; cares not what ladys favour he belies, or great mans familiarity: a good property to perfume the boot of a coach . (Braunmuller and Hettaway) Instructive prose, which become somewhat of a trend at the time, were written for the aim of improving gentlemen. They were mostly written by tutors to the greats, sons of monarchs and noblemen. These prose were written under the influence of the Humanist tradition of the time, the instruction of the youth (Bates). Sir Thomas Elyot dedicated his Governor (1531) to guide Henry VIII on being the perfect gentleman and governor. He stressed the importance of education in classical literature for governors. Henry VIII, prior to being a king, was in fact a ideal example of a renaissance courtier and gentleman; a champion athlete who composed poems and songs, highly educated and skilled in speech. Another instructive book of the Renaissance within the same tradition is Toxophilus (1544). A book about bow archery by Roger Ascham also dedicated to King Henry VIII. Toxophilus is written in the form of a dialogue between two characters, Philologus, who loves study, and Toxophilus, who loves arc hery and who is also a scholar and defends archery as a noble hobby (Ascham). The Prince (1532) by Niccolo Machiavelli is a political treatise that was published after the death of its author. The book is a practical guide to the exercise of political power. It preaches that the princes ends justify the means which they take to attain them; a rather disturbing but truthful statement (Machiavelli). Other instructive books with titles like, The Schoolmaster and On the Excellency and Dignity of Mankind appeared during the Renaissance (Baldwin). Renaissance Humanism in its narrowest sense is a movement devoted to the study, revival and translation of classical literature which is why at its beginnings early Humanism focused on education. The need to educate the rulers springs out from the platonic and ancient belief in a perfect republic. Renaissance humanists found it most necessary to educate the leaders of the time in a hope to transform them into capable intelligent patrons of a humanist culture. Thus, early Humanism transformed the European high culture pushing for the inclusive human who is not only educated in the classics but who is educated in philosophy, art, literature, science, music etc. this lead Renaissance Humanism to have a broader philosophical dimension; to encompass all forms of knowledge for the aim of guiding humanity to a better position in life, hence the explosion in scholarly interests and inventions. The Humanistic movement was initiated by Petrarch, the father of Humanism. He is the first to put into words why the centuries between the Roman age and his current age were called age of darkness. According to him this darkness can be remedied only by the study and imitation of the great classical authors. Only by caring about the self, educating and polishing ones mind can one attain wisdom: The care of the soul calls for a philosopher, while the proper use of language requires an orator. We must neglect neither one, if, as they say, we are to return to the earth and be led about on the mouths of men. But I shall speak of the care of the soul elsewhere; for it is a great undertaking and an enormous labor, though very rich in harvest. At this time in order to avoid slipping into a subject other than the one that I set out to treat, I urge and admonish that we correct not only our life and conduct, which is the primary concern of virtue, but our language usage as well. This we will do by the cultivation of eloquence.  [2]  (Zak 79) Petrarch here is building on Ciceros conception of the art of persuasion. Petrarch emphasizes that once language is mastered it could be utilized to attain eloquence or rhetoric, and then rhetoric is led to embrace philosophy. Renaissance Humanism have made use of the earlier idea of the exemplary magnificence of knights and fused the ideal Knight with the Classics scholar and the end result was the Renaissance Courtier. He is a citizen who excels in classical literature, history, and arts. A skilled fencer, rider, and most importantly a composer and performer of music and poetry which is the immediate result of humanistic stress on eloquence. This courtier is of noble decent and is trained to administrate and govern. Success to him comes naturally and it is worn with grace. The historical records of the era list a number of English poets who were courtiers. Sir Thomas Wyatt, is considered the first English Gentleman courtier (Alexander). Surreys Epitaph on Sir Thomas Wyatt praises the parts that constitute of him a Renaissance courtier: A tongue that served in foreign realms his king, Whose courteous talk to virtue did inflame Each noble heart: a worthy guide to bring Our English youth by travail unto fame. An eye whose judgment no affect could blind, feeling Friends to allure and foes to reconcile, Whose piercing look did represent a mind With virtue fraught, reposà ¨d, void of guile. (Alexander 57) Surry portrays him as an exemplary gentleman. In fact Sir Thomas Wyatt lead the typical life of a courtier; performing political duties and going on diplomatic posts on behalf of his patron, King Henry VIII. He was a sonneteer who sang about unrequited love, and is rumored to having a romantic relation with the kings wife which caused him to suffer imprisonment. But given the tradition of courtly love it is not strange for courtiers of the time to go through such ordeals. Sir Walter Raleigh was also a very famous courtier who served Queen Elizabeth I and who suffered imprisonment for unbecoming conduct. The ideal, however, of aristocracy and courtliness is embodied in the person and accomplishments of Sir Philip Sidney who served in several political and military posts. He refers, for example, to his vast literary work Arcadia as a trifle. But his ultimate embodiment of the Renaissance courtier is when he lay dying on the battlefield, he is said to have given his water-bottle to a common soldier, saying, Take it, for thy necessity is yet greater than mine  [3]  . It is interesting, however, to find that these courtly values and commitment to character and its refinement are not restricted to the Renaissance age. Islamic humanism has produced a similar tradition of ethics. Courtly Humanism existed in the form of ambitious wazirs  [4]  and princes seeking to be polished and of a higher culture through the patronage of poets, painters, scholars, scientists, and philosophers. Having administrative skills and military expertise were virtues that were highly rewarded. The tradition of courtly love was also present in Islamic culture; Ibn Hazms Neckring of the Dove (Tawq al-Hamama)is the first book that talks about this tradition of courtly love; its symptoms, secrets, betrayals, etc.(62) The most explicit advocate of this philosophical concept is Miskawayh. He is an embodiment of the Muslim courtier; Khalidi describes him as a prolific author, a philosopher of very broad interests, an accomplished poet and adib  [5]  , as well as a universa l historian. His On the Refinement of Character [Tahdhib al Akhlaq] has been called the most influential work on philosophical ethics in Islam (Goodman). It is an ethical work that encompassed all his values by demonstrating and stressing the importance of an inclusive gentleman, courtier or rather human for the purpose of the betterment of humanity (107). Evidently, the Renaissance courtier springs out from Humanisms tendency for perfection. Humanistic conduct texts and literary works have contributed to exemplify what a courtier should be, an all inclusive human being. As the attainment of perfection is integral in humans, and the aspiration for perfection and the affirmation of human ability is universal, the Humanistic courtier can be found in other cultures as well.