The Role Of Banks From Non Bank Financial Institutions

Banks are very important in modern society and play a large role in the economy with the potential to send an economy into recession and cause major problems if it doesn’t provide its core services. ‘A bank is a financial intermediary whose core activity is to provide loans to borrowers and to collect deposits from savers’ (Casu, Girardone Molyneux, 2006, p.4). This distinguishes banks from non-bank financial institutions (NBFI), as NBFIs don’t provide all of these services. Both lenders and borrowers have their own requirements when dealing with a bank. Lenders want risk to be minimised including risk of default and assets depreciating and borrows require funds at a specified date for a specific time period, they also want to minimise their costs. (Casu, Girardone Molyneux, 2006, p.5). A bank takes saver’s deposits and turns them into loans to be lent out using maturity, risk and size transformation. Maturity transformation is when the banks uses deposits and capital from the money markets and turns them into long term sources of finance, for example loans and mortgages. Size transformation is when banks take many deposits and put them together to create larger sums to lend to businesses or individuals. Risk transformation is ‘the reduction in risk that can be achieved by diversification of lending and by screening of borrowers’ (Howells Bain, 2007, p.11) Maturity, risk and size transformation are very powerful tools for creating money for banks to lend out whichShow MoreRelatedFinancial Institutions And The Financial System Essay1562 Words   |  7 PagesFinancial institutions Introduction Financial institutions are establishments that conduct financial transactions like investments loans and deposits. Many people all over the world depend on financial institutions on a regular basis through depositing money and exchange of currencies. 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The Traumatic Brain Injury Health And Social Care Essay Free Essays

Traumatic hurt of the caput and encephalon has been a serious issue for world since the morning of civilisation. Even early Hagiographas in neurosurgery describe care of head hurt. The encephalon is a partly solid construction that weighs about 3 pounds and utilizes around 80 % of the organic structure ‘s entire volume ingestion of O ( Heegaard ) . We will write a custom essay sample on The Traumatic Brain Injury Health And Social Care Essay or any similar topic only for you Order Now When external force is applied, an change in encephalon map may ensue. This change in encephalon map is referred to as traumatic encephalon hurt ( TBI ) ( Menon ) . TBI occurs most normally after a sudden blow or daze to the caput ( Spencer ) . There are 3 primary mechanisms of TBI hurt: blunt, penetrating, and blast ( Nolan ) . TBI may be mild, moderate or terrible. Badness is frequently first determined by an initial test that includes appraisal on the Glasgow Coma Scale, and appraisal of the cranial nervus physiological reactions, which includes an appraisal of student size and responsiveness of the students, corneal physiological reaction, and joke physiological reaction, and a motor scrutiny. An test is besides done to measure for coincident cervical spinal column hurt ( Callahan ) . More advanced appraisal techniques, such as CT and MRI are utilized to measure TBI abuses as hurt advancements. There are two categorizations of TBI: primary abuses and secondary abuses. The primary abuse occurs at the minute of impact. The secondary abuse consists of the complications that result from the primary abuse. For illustration, the primary abuse may dwell of the displacement in encephalon tissues that consequences from a blow to the caput ( Menon ) . The secondary abuse may so dwell of the gradual puffiness that occurs in the injured encephalon. While TBI may look stray and trauma confined to the caput, it is in fact a complex, chronic, and dynamic procedure that requires consistent attending as associated affected organic structure systems are managed ( Losiniecki, Masel ) . Additionally, TBI presents otherwise and must be treated otherwise in different populations. Neonates, kids, and geriatric populations present in different ways and must be treated otherwise in neurosurgical units for both mild and terrible TBI. EPIDEMIOLOGY AND ETIOLOGY TBI is the taking cause of morbidity and mortality after injury ( Berry et al, in Ough ) and nowadayss as the taking global cause of morbidity and mortality in persons under 45 old ages of age ( Werner ) . TBI represents more than half of the injury related deceases in the United States ( Menaker. However, mortality from TBI has improved significantly over the past 2 decennaries as a consequence of betterments made in neurosurgical attention, turning away of serious comorbidities that can happen inmate, and intercessions in the public safety sector ( DeCuypere ) . The estimated one-year incidence of TBI in the United States is about 1.7 million happenings, with about 506 instances per each 100,000 ; this estimation does n’t take into consideration TBI sustained by patients evaluated at military infirmaries or Veterans personal businesss, or those who are undiagnosed because they choose non to seek intervention ( Ough ) . Disclosed happening of TBI is greater in developing states ; this is mostly been attributed to increased rates in motor vehicle hurts ( Corrigan et al, in Ough ) . In the United States, major hazard factors associated with TBI are age, gender, and quality of insurance. While the most common causes of TBI are falling, motor vehicle hits, being hit by an object, and assault, age makes a difference when it comes to prevalence of hurt. Across the board, the greatest subscriber to TBI hurts, exigency room visits, and hospitalizations in the U.S. is falling, with the most frequent hurts happening in those under 4 old ages of age or over 75 old ages of age ( Faul, in Ough ) . The greatest subscriber to TBI hurts in persons 15 to 24 old ages of age is centrifugal vehicle hits. Motor vehicle hits besides have the highest mortality rate associated with TBI ( Faul, in Ough ) . In the paediatric population, major causes of TBI vary by age. In babies, inflicted TBI is the major cause of TBI ( Keenan, in Ough ) . In yearlings, falling is the major subscriber to TBI ( Giza, in Ough ) . In older kids and striplings, motor vehicle hits are the chief cause of TB I ( Faul, in Ough ) . Gender besides affairs. Males are twice every bit likely to endure a TBI as were females ( Faul et al, in Ough ) Additionally, uninsured or publically insured patients were twice every bit likely to endure TBI when compared with in private insured patients. In the United States, of the 1.1 million persons who suffer TBI each twelvemonth and are evaluated in the exigency room, 50,000 dice. Children 14 old ages of age and younger history for more than 2,600 deceases, and kids between the ages of 0 – 4 and 15 – 19 have the highest per centum of visits to the exigency room as a consequence of TBI. Adults older than 75 old ages of age have the highest per centum of hospitalizations and decease as a consequence of TBI ( Menaker ) . Initial rating of badness of TBI is similar to the initial rating done on all trauma patients. The initial test includes appraisal on the Glasgow Coma Scale, and appraisal of the cranial nervus physiological reactions, which includes an appraisal of student size and responsiveness of the students, corneal physiological reaction, and joke physiological reaction, and a motor scrutiny. An test is besides done to measure for coincident cervical spinal column hurt ( Callahan ) . From at that place, practicians must be watchful for ever-evolving secondary abuses, hurts that may include hypotension, anaemia, hypercarbia, acapnia, hypotension, intracranial high blood pressure, lesions that work to compact unaffected tissues, intellectual hydrops, and hypoxia. Epidemiology of Mild Traumatic Brain Injury Ninety per centum of TBIs are considered mild, with infrequent intracranial complications that are either life threatening ( 10 % of instances ) or necessitate neurosurgical intercession ( 1 % of instances ) ( Vos ) . Approximately 275,000 hospital ratings occur every twelvemonth in the U.S. for nonfatal TBI. A concussion is considered a mild TBI ( Callahan ) . One survey ( McCrea et al, in Iverson ) on concussions in athleticss reported that 30 % of high school football participants indicated that they had suffered at least one concussion antecedently ; 15 % of participants indicated that they had suffered a concussion during the present football season. There are about 1.12 million mild TBIs each twelvemonth in the U.S. However, figure may be underestimated, as many persons who sustain mild TBI do non seek medical attending after being injured and are hence non evaluated in the exigency room or admitted into the infirmary ( Sosin, in Iverson ) . Mechanism Understanding the mechanism of hurt is indispensable for proper intervention. This offers several indispensable chances to the health professional: the first is the chance to be assured that no facet of the initial hurt has been overlooked or missed ( Nolan ) ; the second is the chance to avoid possible complications secondary to the primary abuse. There are 3 primary mechanisms of TBI hurt: blunt, penetrating, and blast. However, it is the conveyance of energy to encephalon tissue that causes the subsequent harm. This conveyance may be summarized as follows: KE = M/2 x V2 in which KE = kinetic energy ; M = mass ; and V = speed. Beginning: ( Nolan ) Blunt Trauma Blunt traumatic hurt is the most common cause of TBI. Blunt trauma often consequences from motor vehicle accidents, bike or bike accidents, falls, featuring accidents, or assaults. Motor vehicle accidents account for 50 % of all blunt traumatic hurts. This figure includes accidents that consist of motor vehicles, bikes, bikes, motor vehicle and prosaic hits. ( Nolan ) . Determining force of impact in blunt traumatic hurt, peculiarly in motor vehicle accidents, helps practicians predict badness of hurt, short and long term effects, and likely forecast. In motor vehicle accidents, force is determined by 5 different factors: mass ten acceleration, way, continuance, and rate. To give an illustration: If an unrestrained rider is thrown from an car going at 30 miles per hour, this is the same force of impact as if that individual fell from a 3 narrative edifice. Badness of hurt, and subsequent anticipation of effects can be determined by the per centum of impact the rider absorbs. For case, in a bike accident, the rider absorbs 100 % of the force of impact. TBI in bike accidents causes 75 % of all correlative deceases. However, if the rider wears a helmet, hazard of decease diminutions, because the rider will absorb a lower force of impact in the event of an accident. Similarly, if riders in cars wear safety belts, or are siting in cars equipped with air bags, the hazard of decease diminutions, because the rider will absorb a lower force of impact in the event of an accident than they would hold if they had hit a windscreen or a place unrestrained. It is of import for practicians to cognize if incoming patients with TBI were in accidents with or without keeping devices. Penetrating Trauma Penetrating traumatic hurt is the consequence of a blunt of crisp object perforating the skull. The encephalon is so exposed and the object enters the encephalon. While force of impact is a factor in badness of hurt in perforating injury, factors such as point of entry and angle and deepness of entry must besides be considered when finding extent and badness of hurts. The highest figure of deceases related to perforating TBI are attributable to gunshot lesions. Practitioners are good served in holding basic cognition of ballistic trajectories and kinematics. Put merely, ballistic trajectories trades with the flight mechanics of objects such as slugs. Kinematicss in human gesture trades with the survey of human placement, angles, and speed in assorted organic structure sections ( Richey ) . In handling gunshot lesions, these scientific disciplines may be used to find extent and badness of hurt by first finding flight, force, and gesture. Three factors that determing the extent of hurt in gunshot lesions are frontal country, speed, and distance. The frontal country is the surface country of the slug where it strikes an object. Velocity refers to rush and is cardinal in the general extent of the hurt. Higher speed means higher energyer, which translates into higher force of impact. What this basically translates into is that a little quality slug going really fast can make more harm than a big quality slug going easy, and high speed arms do more harm than average speed arms. Therefore, speed in an hurt is an of import consideration for practicians. Finally, distance refers to how far off the victim was from the arm that caused the harm. When there is great distance between the victim and the arm, there has been chance for air opposition to diminish the speed of the slug, which decreases energy and therefore descreases the subsequent force of impact. This means that cognizing the approximative distance between the victi m and the arm is of import for practicians in finding extent and badness of hurts, every bit good as finding possible secondary complications. Blast Trauma Blast traumatic hurt consequences from a combination of blunt and perforating force hurts and is going more common. Blast traumatic hurt is often seen in soldiers returning from war zones, and understanding the mechanics of blast traumatic hurt is of import for practicians so they can understand how to care for patients who have suffered these injuries. Categorization TBI hurt may be classified as either primary or secondary. Primary Abuses The primary abuse in TBI occurs at the minute of impact. The primary abuse is the initial physical supplanting of physical encephalon tissue ( Menon ) . When the impact occurs, the extent of badness of hurt may be determined by the extent to which intellectual perfusion force per unit area ( CPP ) is adequately maintained. This is gauged by analyzing autoregulation of intellectual blood flow ( CBF ) , which is approximately estimated through ciphering CPP by taking the difference between the average arterial force per unit area ( MAP ) and intracranial force per unit area ( ICP ) . Cerebral blood vass autoregulate and maintain the desired CBF by compressing and distending in response to altering physiologic conditions ( Zwienenberg, in Heegaard ) . However, in the event of injury, autoregulation and CBF are often disrupted. When there is direct tissue harm that leads to dis-regulation of intellectual blood flow, metamorphosis is in bend disrupted, which consequences in anaerobiotic metamorphosis. Anaerobic metamorphosis does non supply sufficient cell energy ; hence, this in bend leads to the depletion of ATP shops and the membrane ion pump fails, as it is dependent on cellular energy. When the membrane ion pump fails, there is aggregate membrane depolarisation and a release of a tide of excitant neurotransmitters. This in bend incites coevals of free groups. These events cascade and lead to necrotic cell decease, which so incites secondary abuses. The extent of alteration to these facets is straight correlated with clinical result ( Heegaard ) . Immediate cell decease is the consequence of the primary hurt, and this harm to the encephalon tissue is irreversible ( Albert-Weisenberger ) . This is why many interventions focus on the suppression of secondary abuse Cascadess to protect the unity of the staying neurological architecture. Secondary Abuses The secondary abuse consists of the complications that result from the primary abuse. Secondary abuses evolve more easy than primary abuses. Secondary hurts are both the consequence of badness of the primary hurt and may lend to the deterioration of the result of the primary hurt. Additionally, the type and grade of the secondary hurt is a major make up one’s minding factor in the concluding clinical result ( Heegaard ) . Secondary abuses can be either extracranial or intracranial ( Maas ) . Examples of extracranial secondary abuses are hypoxia, hypothermia, hyperthermy, and hypotension. Examples of intracranial secondary abuses are intracranial high blood pressure, lesions that work to impact unaffected tissues, and intellectual hydrops. Secondary abuses may hold utmost inauspicious effects should they happen either prehospital or in infirmary, and practicians should watch for happening of these hurts. PATHOPHYSIOLOGY General Pathophysiology One signature feature of TBI is diffuse axonal hurt, which occurs as a direct consequence of the injury ( Sahler ) . Diffuse axonal hurt consequences from rotational forces that are in drama during traumatic impact. This is an illustration of a primary abuse, or hurt. There is direct tissue harm that leads to dis-regulation of intellectual blood flow and disrupted metamorphosis, which consequences in anaerobiotic metamorphosis. Anaerobic metamorphosis does non supply sufficient cell energy ; hence, this in bend leads to the depletion of ATP shops and the membrane ion pump fails, as it is dependent on cellular energy. When the membrane ion pump fails, there is aggregate membrane depolarisation and a release of a tide of excitant neurotransmitters. This in bend incites coevals of free groups. These events cascade to organize a perfect storm that lead to necrotic cell decease. This so leads to secondary abuses that may include conditions such as hypotension, anaemia, hypercarbia, acapni a, hypotension, intracranial high blood pressure, lesions that work to compact unaffected tissues, intellectual hydrops, and hypoxia. Specific Pathophysiology Cerebral Blood Flow The extent of badness of hurt may be determined by the extent to which intellectual perfusion force per unit area ( CPP ) is adequately maintained. This is gauged by analyzing autoregulation of intellectual blood flow ( CBF ) , which is approximately estimated through ciphering CPP by taking the difference between the average arterial force per unit area ( MAP ) and intracranial force per unit area ( ICP ) . Cerebral blood vass autoregulate and maintain the desired CBF by compressing and distending in response to altering physiologic conditions ( Zwienenberg, in Heegaard ) . However, in the event of injury, autoregulation and CBF are often disrupted. The Brain Trauma Foundation offers guidelines for pull offing CPP in patients who have suffered terrible TBI. It is recommended that CPP be maintained at over 60 millimeters Hg in these patients, as it has been shown that a really low CPP carries a important hazard of intellectual ischaemia, which in bend triggers a cascade of damaging pathophysiological procedures that threaten the unity of encephalon constructions ( Zink et al ) . Cerebrovascular Autoregulation After TBI occurs, autoregulation of CBF – significance cerebrovascular bottleneck or dilation that occurs in response to either additions or lessenings in CPP – is impaired or wholly destroyed in most patients ( Werner ) . Defective autoregulation of CBF may show itself instantly after the injury or it may develop over clip, and it is either transient or persistent in nature irrespective of the badness of the harm caused. Additionally, autoregulatory vasoconstriction appears to be more immune than does autoregulatory vasodilation. This indicates that patients may be more sensitive to damage from lower instead than higher CPPs. Cerebral Vasospasm An of import secondary abuse that decides patient result ( 37, 51, from Werner ) is post-traumatic intellectual vasospasm, which occurs in over tierce of TBI patients. Vasospasm indicates terrible encephalon harm. The extent of hypoperfusion and temporal profile with post-traumatic vasospasm contrasts vasospasm that occurs post-aneurysmal subarachnoidal bleeding. Onset varies from twenty-four hours 2 to twenty-four hours 15 and hypoperfusion typically occurs in 50 % of patients that develop vasospasm. Cerebral Metabolic Dysfunction Cerebral metamorphosis and energy are frequently reduced after TBI ( 15, 12, 18, 23 Werner ) . The grade of decrease or failure of metamorphosis straight relates to the badness of the primary abuse, and result is worse in patients with lower metabolic rates as compared to patients with minor or no intellectual metabolic disfunction ( 72 Werner ) . An alternate event, hypermetabolism, may besides happen ( 4, 9, in Werner ) . This event is driven by the brief ionic fluxation of the transmembrane with back-to-back neuroexcitation that are non sufficiently met by additions in CBF. This failure supports the cascade of secondary ischaemic hurt. Cerebral Oxygenation A characterizing quality of TBI is the instability between the bringing and ingestion of intellectual O. This mismatch is induced by several vascular and hemodynamic mechanisms, but the common end point to be discussed is tissue hypoxia. The critical threshold of O force per unit area, as measured in the encephalon tissue of patients enduring from TBI indicates, is 15-10 millimeter Hg PtO2 ( 28, 56 ) . Below this threshold, infarction of the neural tissue occurs. Consequently, the extent and continuance of tissue hypoxia correlates with result. However, want of O to the encephalon with secondary encephalon harm may happen even with normal CPP or intracranial force per unit area ( ICP ) ( 65 ) . Edema Edema formation is a frequent happening after TBI. Brain odema related to structural harm or osmotic instability prompted by the primary or secondary abuse. Vasogenic encephalon hydrops: Caused by autodigestive or mechanical break or the dislocation of the endothelial cells of the encephalon. This allows for uncontrolled ion and protein transportation from the intravascular encephalon to the interstitial encephalon, which prompts H2O accretion and increases extracellular infinite. ( 16,68 ) Cytoxic encephalon hydrops: The qualifying factor of this hydrops is the intracellular accretion of nerve cells, astrocytes, and microglia. This occurs irrespective of the vascular endothelial cell wall, and is caused by increased membrane permeableness, the failure of the ionic pump as a consequence of energy depletion, and reabsorbtion of osmotically active solutes ( 64, 68 ) Both vasogenic and cytoxic edemic relate to increased ICP and secondary ischaemic abuses ( 41, 42 ) Inflammation TBI prompts an array of immunological and inflammatory tissue responses. Both primary and secondary abuses prompt the release of free groups, proinflammatory cytokines, and prostaglandins. Necrosis and Apoptosis There are two different types of cell decease that can happen after TBI. One is mortification, which is the localised decease of cells due to an hurt. The other is apoptosis, or the programmed decease of a cell. Necrosis occurs as a response to major mechanical or ischaemic hypoxic tissue harm associated with an inordinate release of excitatory amino acid neurotransmitters, which is besides accompanied by metabolic failure. Phospholipases, lipid, and proteases later autolyse the membrane and the ensuing cell dust is perceived to be an antigen that is so removed by imflammatory procedure. Scar tissue is later left in its topographic point. In programmed cell death, nerve cells are integral during the period instantly following injury and have equal ATP production. However, programmed cell death becomes evident hours or even yearss after the primary hurt. This occurs because programmed cell death is an immunological response that occurs in reaction to perceived immune menace ( Elmore ) . Immune menace may happen when cells are damaged, and hence programmed cell decease occurs to extinguish damaged cells. SIGNS/SYMPTOMS Glasgow Coma Scale The Glasgow Coma Scale is the major graduated table for finding extent and badness of abuse, and for determing the deepness and continuance of coma, as based on verbal public presentation, motor reactivity, and oculus gap to the appropriate stimulations. The GCS offers practicians the chance to estimate the impact of harm related to the primary abuse every bit good as ongoing and germinating harm as secondary abuses present themselves. The graduated table is as follows: Eye Opening Response: 4 Spontaneous – unfastened with winking 3 To verbal stimulation, bid, or address 2 To trouble merely 1 No response Verbal Response: 5 Oriented 4 Baffled conversation, but with the ability to react to inquiries 3 Inappropriate words 2 Inexplicable address 1 No response Motor Response: 6 Obeys bids for motion 5 Motion with intent in response to painful stimulations 4 Withdrawal from painful stimulations 3 Flexion in response to painful stimulations 2 Extension in response to painful stimulations 1 No response The entire mark is so calculated by adding the single tonss from oculus opening response, verbal response, and motor response and caput hurts are classified as follows: A GCS mark of 13 – 15 signifies minor caput hurt ; a GCS mark of 9 – 12 signifies moderate caput hurt ; and a GCS mark of ? 8 signifies terrible head hurt. Beginning: Center for disease control and prevention A patient is considered comatose if he or she has a GCS of 3 – 8, has no oculus gap, no verbalisation of words, and does non hold the ability to follow bids. Glasgow Coma Scale – Modified for Pediatrics ( Pons – Fr book ) Childs who have suffered TBI must be treated otherwise than grownups. The Glasgow Coma Scale has besides hence been modified for rating of kids and is scaled based on the age of the kid, as follows: EYE Opening: 1 twelvemonth: 4 Spontaneously 3 To verbal bid 2 To trouble 1 No response 0 – 1 twelvemonth: 4 Spontaneously 3 To shout 2 To trouble 1 No response BEST MOTOR RESPONSE: 1 twelvemonth: 6 Obeys 5 Localizes hurting 4 Flexion backdown 3 Flexion abnormal 2 Extension 1 No response 0 – 1 twelvemonth: 5 Localizes hurting 4 Flexion backdown 3 Flexion abnormal 2 Extension 1 No response BEST VERBAL RESPONSE: A ; gt ; 5 old ages: 5 Oriented and converses 4 Disoriented and converses 3 Inappropriate words 2 Inexplicable sounds 1 No response 0 – 2 old ages: 5 Cries suitably, smilings, coos 4 Cries 3 Inappropriate weeping or shriek 2 Grunts 1 No response 2 – 5 old ages: 5 Appropriate words and phrases 4 Inappropriate words 3 Cries or shout 2 Grunts 1 No response The entire mark is so calculated by adding the single tonss from oculus gap, best motor response and best motor response. A GCS mark of 13 – 15 signifies minor caput hurt ; a GCS mark of 9 – 12 signifies moderate caput hurt ; and a GCS mark of ? 8 signifies terrible head hurt. Beginning: Pons – Fr book Diagnosis In general, naming TBI requires practicians maintain several things in head: First, while the basic mechanisms of TBI are easy distinctive, each TBI injury is alone and patients react otherwise when it comes to response to both primary and secondary abuses. Second, it is indispensable to detect non merely mechanics but besides to detect TBI In any TBI, the practician must foremost find the fortunes of primary harm. The primary hurt can be either spread or focal. Focal hurts are customarily caused by direct impact to the caput. These by and large result in vascular hurts, cortical bruise, and bleeding that is accompanied by ischaemia ( Albert-Weisenberger ) . Diffuse hurts are customarily caused by acceleration-deceleration forces that leads to spread axonal harm ( Albert-Weisenberger ) . Mild TBI Mild TBI falls onto a really wide spectrum ( Iverson ) . Mild TBI can run from mild neurometabolic encephalon alterations that have rapid recovery clip to permanent jobs that come as a consequence of structural encephalon harm. Mild TBI does n’t needfully typically do encephalon harm, but it is errant to presume that it can non do encephalon harm. Given the wide spectrum mild TBI falls on, mild TBI is a really individualised hurt and must be treated as such. The bulk of people who sustain mild TBI recover rapidly and to the full. However, there are some who sustain mild TBI who have long term jobs and necessitate long term attention. Long term jobs may be caused either by the primary abuse, by secondary factors, or by preexistent or co-existing factors that cause or exacerbate jobs. These preexistent or co-existing factors may include – but are non limited to – factors such as preexistent wellness or mental conditions, chronic hurting, and personality features. It is indispensable for practicians to see these and other factors that can do or worsen jobs after mild TBI in order to find extent of harm to the individual ‘s encephalon and if there is lasting harm. It is besides of import for practicians to find if the hurt is a complicated or unsophisticated mild TBI. This can be determined by using the undermentioned regulation ( Iverson ) : Complicated mild TBI is noted as holding structural abnormalcy that is seeable on neuroimaging Uncomplicated mild TBI is noted as holding normal neuroimaging Diagnosis of complicated versus unsophisticated mild TBI may be accomplished with a computed imaging ( CT ) scan. There are farther diagnostic standards for of both of these: Complicated Mild TBI is diagnosed if: The individual has a GCS mark of 13 – 15 but still shows encephalon abnormalcy of some sort, such as haematoma, bruises, or edema on CT or MRI ; or If the individual has a skull break Uncomplicated Mild TBI is diagnosed if: The individual has no intracranial abnormalcies and no skull break All other standards for badness Muse besides be in the mild scope Concussions are considered mild TBIs. This is the general diagnostic term utilized for mild caput hurts sustained in athleticss and are normally associated with good recovery. However, concussions are on a spectrum, as are other caput hurts in the mild TBI scope, and it is indispensable for practicians to cognize patient history when offering intervention. Traumatic Brain Injury in Sports Traumatic Brain Injury in the Geriatric Population Traumatic Brain Injury in Neonates, Children, and Adolescents Traumatic Brain Injury in Military Populations TBI sustained by military populations may differ from TBI sustained by civilian populations, although the extent to which a difference exists, and what that difference may be, is presently unknown ( Maas ) . However, soldiers deployed in combat locations are more likely to endure blast TBI and perforating TBI than are civilians located in non-combat locations. Recent surveies estimated that about 10 % – 20 % of military personnels returning from Operation Iraqi Freedom and Operation Enduring Freedom tested positive for a likely TBI ( Hoge, Vasterling, Schell – in Maas ) . Further, soldiers enduring from mild TBI frequently find that TBI is complicated by post-traumatic emphasis upset ( PTSD ) , although exact incidence of comorbidity as compared to civilian populations is non known, since surveies of civilian populations with TBI do non normally include post-traumatic emphasis upset as a step. However, the issue of post-traumatic emphasis upset must non be minimized in military populations, because its effects may make a distinguishable and alone sensitiveness to the impact TBI has. For case, PTSD may do sleep perturbations, which can worsen TBI secondary abuse. Clinical History It is of import for practicians to observe whether or non patients who have suffered TBI have a history of old or multiple TBI, as these may both impact result. It is indispensable that each happening of TBI be recorded and that there be an accurate and accessible patient history detailing TBI happening to let for careful intervention of the current TBI. Physical Exam Probes Treatment Neurorehabilitation is the basic term utilized to depict the general rehabilitation of those persons who have functional damages as a consequence of an hurt or disease that has affected the cardinal nervous system ( CNS ) ( Levine ) . Rehabilitation for TBI may be provided in a assortment of scenes, including ague and subactute installations, place attention, or outpatient attention. The appropriate location for rehabilitation depends on a figure of factors, including the badness of the initial hurt, the attached damages, the degree of demand for ongoing medical attention, and the length of clip that has passed since the initial hurt. Transportation to a rehabilitation scene is by and large considered one time a patient with TBI has been stabilized and no longer requires intensive attention intervention on a uninterrupted footing. However, certain standards must be met for admittance to an ague attention installation ( Levine ) . These include: Medical complexness necessitating specialised nursing expertness in rehabilitation and that a physician be present around the clock. Reasonable outlook that there will be betterment in map and discharge into the community within a sensible sum of clip. Deficits in map that require a lower limit of 3 hours of specialised rehabilitation therapy. Those who do n’t run into the standards but who still can non return place because they suffer TBI related damages are to be considered for admittance to a subacute rehabilitation plan. Subacute rehabilitation plans provide less intensive medical and nursing intercession Home attention is intended for persons who no longer necessitate Treatment of Mild TBI Early intercession is indispensable in people who have suffered a mild TBI, as early intercession, instruction, and confidence of a good result may cut down frequence of post-mild TBI symptoms such as memory loss, concern, and weariness ( Iverson ) . The chief end of early intercession plans is to advance uneventful recovery and the recommencement of normal activities, such as the return to work. Early intercession plans offer patients educational stuffs and appraisals such as neuropsychological testing, meetings with a healer, and entree to a squad that will assist in their recovery ( Ponsford, in Iverson ) . Education attempts are aimed at supplying information sing symptoms, likely recovery times, class and reassurance of recovery, and suggested get bying schemes to cover with post-mild TBI symptoms ( Ponsford, in Iverson ) . Depression is common after mild TBI, although the exact cause of the depression is frequently hard to find, as the cause is often multifactorial. Depression can originate as a reaction to the hurt itself, to life stressors either created in response to the hurt, or it could be preexistent. Depression rates in the first 3 months after a mild TBI have ranged from 12 % – 44 % ( Horner et al, in Iverson ) . Depression symptoms closely mirror those of post-concussive upset, supplying a diagnostic challenge for practicians. Given this, some research workers have merely recommended a class of antidepressant intervention ( Zafonte, 2002 in Iverson ) or cognitive behavioural therapy ( CBT ) ( Mittenberg in Iverson ) with orienting toward intervention of post-concussion syndrome. Other research workers have besides recommended these interventions with the add-on of exercising for mild depression ( Mead et al, in Iverson ) to better temper and self-pride. Prognosis Early Consequence Late Consequences TBI incites an inflammatory response that activates the micro-glia in abode every bit good every bit good as white blood cells permeating from the cardinal nervous system. Post-traumatic redness may go on for many months or even old ages after the initial hurt ( Faden ) . TBI besides incites chronic and acute neurodegeneration ( Faden ) Prevention TBI may be prevented by supplying persons with proper safety instruction on the types of bad behaviours that can take to TBI. Additionally, functionaries can work to place populations that are at particularly high hazard for enduring TBI. In making so, safety steps can so be instituted to assist take down the prevalence of TBI in these populations. Further, offering recommendations on safety cogwheel in high hazard athleticss and educating leaders ( ie managers ) in these countries may take to farther cut downing cases of TBI. Additionally, educating the populace on the difference safety points such as have oning safety belts while driving and siting in autos and have oning helmets while biking or siting a bike can do may take to lowered case of TBI. Besides, educating the populace on immaterial substances that increase the hazard of TBI, such as the usage of intoxicant, would be prudent, as avoiding the usage and maltreatment of such points may assist lower cases of TBI. Decision Traumatic hurt of the caput and encephalon has been a serious issue for world since the morning of civilisation. When external force is applied, an change in encephalon map may ensue. This change in encephalon map is referred to as traumatic encephalon hurt ( TBI ) ( Menon ) . TBI occurs most normally after a sudden blow or daze to the caput ( Spencer ) . There are 3 primary mechanisms of TBI hurt: blunt, penetrating, and blast ( Nolan ) . TBI may be mild, moderate or terrible. There are two categorizations of TBI: primary abuses and secondary abuses. The primary abuse occurs at the minute of impact. The secondary abuse consists of the complications that result from the primary abuse. While TBI may look stray and trauma confined to the caput, it is in fact a complex, chronic, and dynamic procedure that requires consistent attending as associated affected organic structure systems are managed ( Losiniecki, Masel ) . Additionally, TBI presents otherwise and must be treated otherwise in different populations. Neonates, kids, and geriatric populations present in different ways and must be treated otherwise in neurosurgical units for both mild and terrible TBI. The hereafter of TBI sees research workers acknowledging the importance of and taking intiative in traveling toward standardisation in specifying TBI and informations aggregation across surveies of TBI ( Maas ) . How to cite The Traumatic Brain Injury Health And Social Care Essay, Essay examples

Marketing Future of Retail Stores Zara Samples †MyAssignmenthelp.com

Question: Discuss about the Marketing Future of Retail Stores Zara. Answer: Zara is a Spanish retail stores that specializes in the sales fashion garments, clothing and accessories. It is a Spanish organization and is operational throughout the world, like in Portugal, France, Greece, Belgium, Russia, China, Australia South Africa and other parts of the world as well. Clothing of Men, women and children are available at the stores of Zara. They have total 1,770 stores in 86 countries all around the world. Zara has its own factory in La Coruna, it is a city that is known for its textile industries, and they upgraded their milk run type production and distribution facilities. This particular approach was inspired by the JIT system, which helped the company to be self contained in all the stages of operations. The company achieves growth with the help of its diversification strategy. They adapt the couture designs, manufactures, distributes and retails within a period of two weeks from the day the original design first appeared on the catwalks. The company has its own supply Chain and it competes at a very fast rate to deliver their products in the market (Cook et al. 2017). Zara is much updated and keeps pace with the latest trends of fashion industry. The company makes more styles rather than more quantities so that they can lessen the exposure of clothes manufactured in a particular style. It is a customer focused brands and customer; they focus on the needs and wants of customers. One of the most striking features of Zaras operations is that the organization has its production factories and the production units close to their stores. The company keeps the inventory less so that not much will be required to be sold in the markdown (Magrath and McCormick 2013). According to Magrath and McCormick (2013) the mobile apps is a big revolution when it comes to fashion retail stores, earlier there were online websites but now almost all the brands have their websites and mobile apps. The number of mobile stores is expected to increase in the future because this stores are very convenient for the customers to keep track of the latest fashions and moreover clothes are available at cheaper rates. It facilitates the buyers to save their time in visiting the stores and buy online. Zara already has its fashion online stores and app as well that helps the customers to check the latest fashion that is available at the stores, customers can even buy from the online stores. This particular trend has seems to be very advantageous to the organization and is predicted to continue to play a very important role in the fashion industry. Another most important aspect that the brands in retail stores are focusing on according is Customer relationship management (Bl zquez 2014). Building trust and gaining the loyalty is considered very important because in there is too much competition and a better customer service can help to the retail stores to increase their customer base. The services in future will become more customers oriented because the competition will keep on increasing forcing the firms to not only have product differentiation but also focus on service differentiation. References Blzquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience.International Journal of Electronic Commerce,18(4), pp.97-116. Cook, S.C., Cook, S.C., Yurchisin, J. and Yurchisin, J., 2017. Fast fashion environments: consumers heaven or retailers nightmare?.International Journal of Retail Distribution Management,45(2), pp.143-157. Magrath, V. and McCormick, H., 2013. Marketing design elements of mobile fashion retail apps.Journal of Fashion Marketing and Management: An International Journal,17(1), pp.115-134.

Monotheism Essays (1652 words) - Adoration Of The Magi In Art

Monotheism The baroque period was characterized by a heroic, dramatic and emotional theme. With well know names like Rembrant, Bach, Pennini, Caravaggio, Bernini, Tintoretto, Velasques, Poussin, Handel, and Rubens, the period produced many popular pieces of music and art. The art of the period was filled with movement, light versus shadow, and the use of the whole surface. The composers incorporated new ideas into their music such as different major and minor scales, the use of the violin, a regular rhythm, a melody that was hard to sing to, terrace dynamics, the basso continuo, and instrumental music was now considered as good as vocal music. The baroque period was an important piece of history in the shaping of the music and art world. George Frideric Handel was a composer of amazing talents and abilities. Although in today's society he is not as well known as Bach, his work was kept in high regards by the people of the time. Both Handel and Bach were born in 1685 about a month apart, and together the world was stunned by the masterpieces created by these great minds. Handel, being born on February 23, in Halle, Germany, was not from a musical family. As a child he was introduced to the harpsichord by his aunt, and soon after he began to practice the art that he loved. His father showed no interest in Handel's music and disowned him saying, Then let him be a clown, a tightrope walker, a minstrel or a bear trainer! On a business trip, Handel accompanied his father to the city of Weissenfels, where he happened to slip away into the town church, and began to play an improvised rendition of the postlude to the service. After seeing the remarkable talent of the young boy, the duke of the church persuaded Handel's father that ?to ignore this talent would be a sin against God.2 Handel began his lesson with Duke Zackow soon after, being instructed in the playing of the organ, the harpsichord, and the violin. At the age of 17, Handel experienced the loss of his father. He would quickly move on and enroll as a law student t Halle University. Shortly after beginning school, he became the organist at the protestant cathedral. After a year of school, Handel moved on into the world of the theatre. Handel was inspired to attempt his hand in composing an opera. Almira was Handel's first attempt at an opera, and was warmly welcomed by the audience. Almira was characterized by a nondescript libretto, German recitatives, and a small amount of Italian arias.2 This work was recognized by even the greatest of composers, notably Bach who admired the opera and borrowed part to put in his own works. The popularity of his first opera convinced Handel to write a second. Handel immediately followed up his first work by writing his second opera, Nero. unlike the first opera, this one was a complete failure, only being preformed three times. Although Nero was a failure, Handel pursued his career as an opera writer with such works as Agrippina, Joshua, and Israel in Egypt. Handle would move on to new and different types of music including many oratorios such as Handel's famous Messiah written in 1741. The Messiah is a piece lasting two and one half hours long and amazingly composed in only 24 days. Messiah was first preformed in Dublin, Ireland in 1742. The piece was very popular after it's premier, convincing Handel to take it to bigger and better places. He moved on, taking the Messiah into London, England. The first performance of the Messiah in London was poorly received by the audience due mostly because of religious opposition to the use of a Christian text in the theatre. Finally, after ten years of unpopularity, it began to become desirable in London. The Messiah consists of three parts. The first part begins with angels announcement of the Messiah's coming arrival and the birth of Christ. The second part has been described as ?the accomplishment of redemption by the sacrifice of Jesus, mankind's rejection of God's offer and mankind's utter def eat when trying to oppose the power of the Almighty. The third part shows the need for

International Cinema essays

International Cinema essays AN ANALYSIS OF HECTOR BABENCOS FILM, PIXOTE This film takes place in Brazil during the early eighties. At first appearance, Brazil seems to be a modern day paradise. Large and exotic beaches line the city where tourists flock all year round. Even the people, at first glance appear to be very cultural and rich in heritage. However, this only part of the picture. What you dont immediately see is the overwhelming number of delinquent children who have no home. There are approximately twenty-eight million children in Brazil and roughly three million of them are homeless. Also, half of them are under the age of twenty-one. Children under the age of twenty-one commit the majority of all crimes in Brazil. This is because here, the laws protect the children. Until they reach eighteen years of age, they cannot be convicted of a crime. In the film Pixote, by Hector Babenco, this issue is addressed. The everyday struggles of the children on the street portray a dark counter-culture o the beautiful scenery that surrounds them. The film depicts the lives of numerous adolescents who take part in drugs, rape, theft, murder and prostitution. Because of their age they seemingly go un-punished. I believe the director used the main character, Pixote as a metaphor for the current state of Brazil. Through this character we see that the kids do survive despite their harsh surroundings and learn at a very young age how to survive at any cost. Children are constantly picked off the streets and thrown in to reform schools. However, these reform schools do little to help the children improve their standing. In fact, most of the children end up taking part in drugs; violence and pick up even more deceitful skills to use to help them survive in the world outside the reform school walls. I believe this expresses the main theme of the movie. I think Babenco, portrayed the homeless children of Brazil to show the differences between appearance and rea...

Are humans becoming too dependent on technology

What happen if any of your devices crashed? Nowadays people becoming too dependent of technologic they cannot imagine their live without technology. We losing the ability or willingness to thing and memorize, we cannot work or do something if we have not internet or study, calculate or solve problem without computer or other devices. With the rapid growth of technology, there has been a debate on how we are using technology in our life. Many people think that we are now abusing modern devices to support for our own life; while others reckon that using technology brings us just good things and make our life easier. According to what I have observed and experienced, I believe that people, nowadays, have been overly dependent on technology What about if you lost any of your devices? If just thinking about these scenarios give you anxiety, you’re not alone. Most of us rely so much on technology these days that losing it, even for a day, would be extremely inconvenient, and for some, life-altering. As a society, we have become much more dependent on the technology at our disposal. For instance, many people no longer memorize phone numbers because their cell phones have a wonderful contact list which makes that memorization unnecessary. If these people didn’t have their cell phones in an emergency, they would not be able to contact the people they would need. It’s very possible that you have your husband’s number memorized. It’s also very possible that he’s listed by name on your phone and you haven’t the faintest idea what his number is. If you lost your cellphone and all of your contacts, it’s very possible you’d have no idea how to get in contact with anyone, let alone someone important to you. And you can’t even look it up since cellphone numbers are unlisted. If the internet is down we cannot work because many job in our days depend of internet. I don’t know about you, but I’ve been at jobs where if the Internet isn’t working, then work comes to a standstill. How can you work if you can’t send an email, right? Seriously, I was sent home one day at my last job because the Internet was down. Sure, I stopped to chat with a co-worker on the way out. And during that conversation, we came up with a way to effectively tackle a work-related problem. But otherwise, work was over for the day. The dependence on the technology is too much that people are losing their ability to think and even read as people have all the  information they need on the internet. Their ability to think has been lost due to the use of computers as they always give us all the information we need and also our spelling mistakes can be corrected by the computers. We also don’t produce our own foods as productions of packaged foods have been mechanized People are slowly losing those abilities and letting machines or computers do the work for them. People are no longer required to think. If posed with a difficult or even simple problem people will simply Google it on an iPhone and the answer is found within seconds. Students are also becoming too dependent on calculators. Instead of using a graphing calculator to solve complex mathematical formulas, students turn to calculators for even simple calculations. Though calculators are important in an evolving world, it is still important for teachers to teach students how to do mental math and reasoning (Metz). While it is true that technology can largely dominate our lives and it is not uncommon to walk into the average family’s house and see each sitting in front of a blaring television but on separate electronic devices it cannot be said that we would not survive without it. The technology we supposedly depend on today is all relatively new. Technology is definitely useful, and without it the world would probably not be what it is today. From computers the size of a fingernail to medical advancements, cancer deaths for example have decreased by 20% in the last 20 years due to developments in technology. Technology in general progressed at an accelerated rate in the twentieth century, an era that began with the invention of airplanes and cars and ended with space shuttles, mobile phones and wireless internet. Saying that we are overly dependent on technology is too vague a statement. It does not specify whether it refers to humans as a whole or specifically to western culture. Regardless of this, a mere 4-5% of the world’s population owns a computer. Taken out of context this figure seems pathetically small and it is important to note that only 30% of the world’s population are wealthy enough to have a bank account however it still means that about 95% of people get by just fine with no kind of computers whatsoever. Many of us regularly express a wish to escape from all of the technology we encounter on a daily basis, wealthy celebrities like Johnny Deep going so far as to buy an island with no phones or internet. Surely this is not the mark of a race that depends completely on this same technology for life? It is true that we depend on it, how many of us are ever without some sort of electronic device in our pocket, the fact that I’ve typed this on a computer is testament to that fact, but I don’t think we will ever reach a point where we cannot survive without it. Homo sapiens have been around with in or around 250,000 years and we’ve had the internet since the late twentieth century. If there was a massive solar flare in the morning and you lost everything in your life that ran on a microchip how you would survive? Pretty easily I expect. People use technology for performing their household chores as well as for solving even the simplest mathematics. The traditional way of writing and sending letters is now being replaced with communication by the mobiles, emails, SMS, etc. Not too long ago, our previous generations got the latest news of their time through newspapers. Nowadays, we watch television or browse the Internet for the latest news. We also cannot travel on foot for only 50 meters. We need to travel on cars because technology makes us too lazy to walk for even a short distance. With every new invention, people become more dependent on technology to think for them. It would be impossible to view the world without the ubiquitous cell phone, laptop, and mp3 player. And, it would be impossible completely do away with these gadgets. The problem is people are letting their gadgets take over their lives and they are not giving an effort anymore. Maybe John Lennons lyrics should read strive for fewer possessions, its easier than you think†. How we use technology that is the key Technology was created to improve our lives. Today everything is possible just because of technology. Today we are modern people and we know more about technology. The point is that we, as a society, must be able to operate on a basic level without technology. Yes, technology makes our lives easier and quicker, but this needs to be taken with a grain of salt. We should live our lives with the aid of technology because we want to, not because we have to.

Business in Literature Thesis Example | Topics and Well Written Essays - 1000 words

Business in Literature - Thesis Example Some people confuse ethics to morality but the two terms are quite different. For instance, Mauss and Gans (155) states that â€Å"the proper attitude toward history should be not moral but ethical.† There is need to identify the role of ethics in the market through the study of various scholarly works written by renowned intellectuals. In the novel The Rise of Silas Lapham, there is an outline of ethical responsibility where Lapham would not sell his depreciated mill property to the English agents brought to him by his former partner and informed the investor about his failing position in the market (Howells 35). This goes contrary to the economic rationality concept of self-interest where a person will only seek their profit maximization. The fulfillment of self-interest will contribute to the common good in the market according to John Stuart Mill; the Mauss theory acknowledges that the market cannot ignore the ethics of self interest in the market. His anthropology is based on the aspect of giving and receiving in the market as a basis for social integration that is important in the economic interactions. Lapharm honest in giving truthful information acknowledges the morality of exchange and interdependence of social relations in the market. Mauss anthropology emphasizes that responsibility is a fundamental con stituent of ethical subjectivity therefore responsibility for other human beings legitimizes economic actions and further stressed by Hans who states that responsibility should be extended around the world in time and space to include all of the future humanity. This is to further the utilitarianism theory in the market. The distribution of economic opportunity does not involve questions of blame and responsibility. Self-sacrifice in the face of economic dilemma leads Silas in an attempt to balance things out so as not to feel in anyone’s debt, he must uphold his image as a self-sufficient, self-made man and this depends on keeping

Effects of hoarding on market prices Essay Example | Topics and Well Written Essays - 750 words

Effects of hoarding on market prices - Essay Example As a basic economic rule, whenever a supply of a particular item is less than the quantity demanded, the former puts inflationary pressure on the price of the goods and prices increase, if the quantity supplied could not match the quantity demanded. This can be shown through pictorial representation: The above diagram shows how hoarding affects the equilibrium condition in the market and increases the market prices. If we explain the above diagram, we can easily see that the Indian food is at a point e, where demand and supply equal at market price p1 and at quantity Q. However, as soon as the hoarding activity, this results in supply curve being shift to s1 from initial supply curve of S. As a result of this a new equilibrium is formed at the point e1. At this point the quantity is below the initial quantity of Q at Q1. (Sloman, 2004) Similarly, due to this a shortage has been created and people with more money are ruling the market by the virtue of being able to pay higher prices. As a result the market price of food items increases high and now the food stuff is available at a higher market price of p1. As a result this hoarding decreases the supply and increases the market prices. ... Now, let's assume that at the time when hoarding activities are going and due to poor crop the going market prices are set at the price p. However, due to effective government action against hoarders and release of buffer stock into the market, the supply of food items in the market will now increase to a new supply position of Se. We can clearly see that Se is rightward of the supply curve at the time hoarding that is Sh. This shows that the supply in the market has increased. This increase in supply means that there is more food stuff now available in the market at quantity Qe. This will reduce the market prices from previous prices which at the time of hoarding were at ph to pe. This analysis clearly shows how effective action by the government against hoarders can reduce the market prices and bring inflation of food items under control. Thus, we can assume that the article is suggesting the right ploy by which the Government of India can bring prices under control. (Clermont, 200 9) Another issue that has been raised in the article is how India is using measures to reduce their trade deficit by introducing export benefits for businesses in India which will increase their competitiveness in the international market. This means that government will give them tax holidays. As a result of which cost of production in India will reduce which will lower the prices of "Made In India" products. As a result of which imported goods for Indians will become expensive and hence Indians will prefer domestic production and hence reduce imported goods. This will means that India will have a lower cash outflow and hence this will improve the foreign trade situation in India.

Role of Media on African Americans Essay Example for Free

Role of Media on African Americans Essay Among many of the ethnic groups that experienced a combination of segregation, racism, and prejudice; African Americans is one of the few that is still faced with one or more forms of discrimination today. The majority of African Americans came to the United States from Africa to be slaves, while others are citizens or residents of the United States from partial ancestry a form of the native population. In 1619, the first recorded Africans were recorded in British North America in Jamestown, Virginia, and the numbers began to increase as more English settlers died from harsh conditions and the Africans were brought to work as laborers. In the late 1700s the American Revolution occurred, which landed approximately 3 million Africans in slavery in the United States by the mid-1800s, (Centerwall, Brandon, 1984). In 1863 President Abraham Lincoln declared that all slaves in the United States from a Union were free. Meanwhile the declaration of Africans being free from slavery was joyful event, it was also the beginning of a growing battle that lead to a different approach of discrimination including; segregation, prejudice, and racism. By the 1900s, the African American population increased, which majority of the population lived in the Southern states of the United States. The Southern states enforced the Jim Crow laws, which mandated racial segregation in all public facilities giving white Americans advantages over black Americans in public schools, public transportation, restrooms, restaurants and drinking fountains. In order to eliminate the control that white Americans had over African Americans, African Americans began to build their own schools, churches, and communities. Although, African Americans building their own communities was the intention of avoiding the humiliation of the Jim Crow laws, it still didn’t prevent the African Americans from becoming victims of racially motivated violence. African Americans experienced countless acts of violence incidents that lead blacks battered, beaten and even dead in some cases. White Americans begin to form organizations that promoted white power, leading the organizations to practice out violence and destroy African Americans property. A popular white power organization called themselves the Ku Klux Klan and performed acts against blacks that included; lynching cross burnings, physical violence, and house burnings towards African Americans. Although, the Ku Klux Klan was formed in 1867, it has been rumors that there are people that are still secretly members today. African Americans experienced a wider range of discrimination, segregation, and racism more so in the later days but still arise in society today. In a perfect world, no one would be judged by the color of their skin and society would focus on a person’s individual true character. Often times African Americans miss out on opportunities because they are being judged by the color of their skin, rather than their abilities. The United States has tried to provide Americans the rights to equal opportunity, by creating the Affirmative action. The affirmative action eliminates people being granted opportunities based on their race, color, religion, gender, sexual orientation or national origin and ensures that minority groups within a society receive equal opportunities. Although, the affirmative action was intended to diminish situations which cause people to participate in different forms of discrimination, but unless it could be fully proven that African Americans were being passed up for jobs, education, income and other forms of advancements there will never be a way to fully prohibit this form of discrimination. Today, there is still unequal opportunities and discriminatory treatment that occurs in the United States especially with African Americans. African Americans were affected by many forms of discrimination that decreased advancement to equal other races in society. They were faced with dual labor market, forcing blacks to work in lower labor market areas. Redlining was enforced by keeping businesses from helping African Americans simply because of the area they lived in. Many African Americans wanted to better themselves by furthering their education, but suffered from institutional discrimination and given less information and aid for education. Knowing the history of the African American struggles on; prejudice, discrimination, and segregation allows me to understand my roots and accomplishments of my ethnic group. Personally the history of African Americans affects me greatly, because it is the combination of struggles that has played a huge role to my advancements and opportunities performed daily. The African American ancestors fought daily through all counts of discrimination helps that allows all groups of different minority groups the same equal rights for advancement opportunities. Although, the majority of the world views of African Americans has changed there are still people that choose to discriminate against African Americans by choosing not to change with the ways of the world and maintain prejudice. Acts of discrimination is performed but not as greatly as many years ago. African American culture has had a rough past journey, but in the long run the majority of the United States has made it possible for all African Americans equal rights and opportunities in life.

Avoidant Personality Disorder :: essays research papers

Avoidant Personality Disorder From the moment a person is born, his or her personality begins to take shape. In infancy, childhood, and later adolescence, the individual explores a multitude of behaviors. Of all the behaviors, or personalities, the person experiences, one of them will stick with them until the day they die. Unfortunately, each specific personality also contain a personality disorder. Personality disorders can result in anxiety attacks, depression, and to a certain level, suicide. One of the most unique personality disorders is the Avoidant Personality Disorder. The DSM-IV (American Psychiatric Association, 1994) describes Avoidant Personality Disorder as: a persuasive pattern of social inhibition, feelings of inadequacy, and hypersensitivity to negative evaluation, beginning by early childhood and present in a variety of contexts, as indicated by four (or more) of the following traits: 1.) avoids occupational activities that involve significant interpersonal contact because of fears of criticism, disapproval, or rejection 2.) is unwilling to get involved with people unless certain of being liked 3.) shows restraint within intimate relationships because of the fear of being shamed or ridiculed 4.) is preoccupied with being criticized or rejected in social situations 5.) is inhibited in new interpersonal situations because of feelings of inadequacy 6.) views self as socially inept, personally unappealing, or inferior to others 7.) is usually reluctant to take personal risks or to engage in nay new activities because they may prove embarrassing Avoidant Personality Disorder usually starts at early adulthood. The American Psychiatric Association is convinced that an equal amount of men and women experience this personality disorder. According to one other study by Greenberg & Stravynski, more men are being referred for professional help than women (Long). The reason for this is because society usually expects men to be the initiators in relationships with women. People that suffer from Avoidant Personality Disorder display traits such as timidity, shyness, and a withdrawing behavior. Avoidants, people that suffer from Avoidant Personality Disorder, use these traits to hurt others so that they can avoid a close relationship with them. They like to display their hostility in an â€Å"open† manner by insulting people who try to be friendly. The reason for this is so that they can handle feared rejection by becoming rejecting themselves. Avoidants reject other people first so that they are not the first to be rejected. Most of the time avoidants reject people who would have never rejected them in the first place. A victim of this personality disorder is usually affected in one of three ways. First, some avoidants put in considerable time and effort into making themselves attractive to others. They do this so they will at least be liked for their looks, if not for

Research Proposal- Are Victims of Childhood Sexual Abuse Essay

Childhood sexual abuse is a subject that is not researched very deeply. One issue is traumatizing the victims even more by studying them on a long-term base. There are questions that researchers want to answer but designing the right study to achieve the answers is sensitive work. One such question is â€Å"Are victims of childhood sexual abuse more likely to engage in sexual activity at earlier ages than non-abused†? Research is lacking in the area of childhood sexuality and without this research psychologists are unable to adequately study the negative effects of sexual abuse of children. I will conduct a developmental study using the sequential design in order to answer the question: Are victims of childhood sexual abuse more likely to engage in sexual activity at earlier ages than non-abused? I am conducting this study to gain a greater understanding of how violation of trust and body may or may not cause a child to engage in sexual activity at an earlier age than non-abused children. The available literature on childhood sexual abuse is insufficient on many levels and lack adequate methodologies for approaching treatment or study of victims of childhood sexual abuse. Research Proposal: Are Victims of Childhood Sexual Abuse More Likely to Engage in Sexual Activity at Earlier Ages than Non-Abused Introduction Childhood sexual abuse (CSA) is a subject that is not researched very deeply. One issue is traumatizing the victims even more by studying them on a long-term base. There are questions that researchers want to answer but designing the right study to achieve the answers is sensitive work. One such question is â€Å"Are victims of childhood sexual abuse more likely to engage in sexual activity at earlier ages than non-abused†? Research is lacking in the area of childhood sexuality and without this research psychologists are unable to adequately study the negative effects of sexual abuse of children. When someone you trust or even someone you do not know takes something from you is devastating to say the least. When that something is an experience you do not understand and have not experienced under normal circumstances the devastation is unimaginable. When an adult or older person violates a child in a sexual manner it introduces feelings that the child is not ready to have, and it causes confusion in the child; this is known as traumatic sexualization. Traumatic sexualization refers to an evolvement in which a child’s sexuality is formed in a developmentally improper and interpersonally dysfunctional ways. Human sexuality develops in stages and if forced to experience a stage before the body is ready it will hinder the body’s ability to cope. Sex and sexually explicit behaviors are not intended in childhood. Humans do not enter puberty until adolescence and still are not sure how to cope with the feeling, but if molested or raped before ever experiencing any of the feelings naturally the children may never be able to know what they truly feel in regard to sex. Every survivor copes with sexual abuse in different ways. Some may become promiscuous, exhibit sexualized behaviors, and some become abuser themselves. This study’s focus is promiscuity. CSA has a variety of definitions including but not limited to: attempted intercourse, oral genital contact, fondling of genitals directly or through clothing, and exhibitionism or exposing children to adult sexual activity or pornography. For the purpose of this research the following is the definition; CSA is the involvement of a child in sexual activity above the child’s cognitive developmental understanding and above the child’s developmental maturity. As a coping mechanism some sexual abuse survivors may become sexually active with multiple partners. Promiscuity is not a coping mechanism that any therapist would recommend to a survivor, but it is one path some survivors take. Research has shown a correlation between the severity of the abuse and the number of partners a survivor will have. A number of factors determine the severity of the abuse encompassing the relationship between victim and perpetrator, whether or not there is physical force or threats, whether penetration takes place, and the number of occurrences. My step-grandfather raped me at the age of nine. He told me that if I struggled or refused he would just go to my three-year-old sister because she would not be able to refuse. I would cringe when his bath water started to run because I knew what was coming. He would force me to perform oral sex on him until he climaxed and I had to swallow it he would then penetrate me. I spit it at him once, but by the time that night was over I knew to never do that again. He was extremely violent when penetrating me that night. I could not wear shorts for a week because the bruises would show. Anytime we were alone he would touch me and make me touch him. As the summer continued his boldness progress to the point that he would fondle me under a blanket on the couch while, watching movies with my grandmother and little sister. As I grew he would try to be alone with me but I knew what he wanted, and would not be alone with him. Over the years he did molest me a handful of times but that summer was the only time there was penetration. I tried blocking the summer out but that only made it worse for me so I decided to make sex meaningless because up to the time he ripped it from me I thought it was special and only for marriage. I cannot say that had this not happened I would not have become sexually active but I truly believed in waiting. A year after having the option ripped from me and trying to hide the pain I broke down and started having sex with friends interested in sex. By the time I was 16 the number of partners I had been with was 6. I always wondered if I used another coping mechanism would I still have such a high number. I have been with my husband for 20 years and have just begun to truly feel the intimate connection I should have felt from the beginning. I am conducting this study to gain a greater understanding of how violation of trust and body may or may not cause a child to engage in sexual activity at an earlier age than non-abused children. The available literature on childhood sexual abuse is insufficient on many levels and lack adequate methodologies for approaching treatment or study of victims of childhood sexual abuse. Review of the Literature Over the past years CSA has received much public attention however, majority of research has focused on the victims as children; comparatively little work has been published on the long term consequences. CSA researchers are faced with a number of challenges. The definition of CSA is a reason to why there is lack of research. As there is no universal definition researcher’s definitions can differ, and as a result depending on the definition used in the study findings can vary. The lack of research in the effects of CSA is also due to the difficulties in establishing casual connections between the abuse and the later affects years after the abuse. Effects found in survivors are not always exclusive to the childhood sexual abuse and may reflect other underlying issues. Conducting studies in sensitive areas such as CSA has proven to be difficult; therefore research in such fields may be limited. A study conducted on the ethical issues in research on sensitive topics noted that, participants who had experienced child abuse were more likely to report distress after participating in research, due to remembering the past. However, researchers also found that these participants were more likely to report that participation was helpful. Another difficulty in assessing the effects of childhood sexual abuse is that through the repression of the trauma, or dissociation, survivors of such abuse may possibly not consciously remember the abuse experience. Therefore findings gathered from research could be effected, interfering with the validly and reliability of the study. Research has documented that CSA survivors are more prone to suffer from social, emotional and behavioral problems than non survivors; difficulties include, however are not limited to, anxiety, depression, guilt, difficulty with interpersonal relationships, self-destructive behaviors, lowered self-esteem, and promiscuity. According to research evidence, early sexual experiences often have an influence on later sexual behavior. When initial sexual experience is abusive, it could elicit explicit effects on ensuing sexual behaviors. Research has found that survivors of CSA engage in risky sexual behavior at higher rates than individuals who have not experienced such abuse. A number of studies furthered Costas and Landreth’s findings and reported that risky sexual behavior in adults previously abused was exhibited in many forms; having many sexual partners, failing to use condoms during intercourse increasing the risk of sexually transmitted infections and having anal sex. Meston and Lorenz provided an explanation as to why some adults with a history of CSA may participate in risky sexual behavior. Sexual abuse could result in the abused to disregard their own humanity therefore, perform sexual acts in a more promiscuous way. A survivor’s childhood experience could cause him or her to be incapable of separating sex from affection, which then leads to promiscuity or impaired arousal. Sexual promiscuity was a way for me to take control of my feelings and be able to keep the abuse from totally consuming me. Method Population, Procedure, Instruments, and Data Analysis I will conduct a developmental study using the sequential design in order to answer the question: Are victims of childhood sexual abuse more likely to engage in sexual activity at earlier ages than non-abused? The study would need to have 50 participants (25 male, 25 female) in the 10-15 age group during the first phase. The same 50 would come back in 10 years, and one last time in another 10 years. During each phase the participants will fill out the same questionnaire and the collected data will be analyzed. After the final phase each participant’s results will be reviewed for changes. The collected data will be compared among the varying age groups as well as for individual changes each decade. Discussion I am conducting this study to gain a greater understanding of how violation of trust and body may or may not cause a child to engage in sexual activity at an earlier age than non-abused children. The available literature on childhood sexual abuse is insufficient on many levels and lack adequate methodologies for approaching treatment or study of victims of childhood sexual abuse. The data collected will hopefully answer this question and proved helpful information on how to cope with this specific effect of CSA. As a survivor of CSA, I know promiscuity was my coping strategy, but wish that I had chosen a safer strategy. With more knowledge and a better understanding of how to help CSA survivors; therapists may save future survivors from engaging in promiscuous behavior. References: Allan, J. A., & Lawton-Speert, S. (1993). Play Psychotherapy of a Profoundly Incet Abused Boy: A Jungian Approach. International Journal of Play Therapy, 2(1), 33-48. Retrieved September 2013 Alpert, J. L., Brown, L. S., & Courtois, C. A. (1998). Symptomatic Clients and Memories of Childhood Abuse: What the Trauma and Child Sexual Abuse Literature Tells Us. Psychology, Public Policy, and Law, 4(4), 941-995. Retrieved September 2013 Cohen, J. N. (2008). Using Feminist, Emotion-Focused, and Developmental Approaches to Enhance Cognitive-Behavioral Therapies for Posttraumatic Stress Disorder Related to Childhood Sexual Abuse. Psycholotherapy Theory, Research, Practice, Training, 45(2), 227-246. doi:10.1037/0033-3204.45.2.227 Costas, M., & Landreth, G. (1999). Filial Therapy with Non-Offending Parents of Children Who Have Been Sexually Abused. International Journal pf Play Therapy, 8(1), 43-66. Retrieved September 2013 Finkelhor, D. (1990). Early and Long-Term Effects of Child Sexual Abuse: An Update. Proessional Psychology: Research and Practice, 21(5), 325-330. Hopton, J. L., & Huta, V. (2013). Evaluation of an Intervention Designed for Men Who Were Abussed in Childhood and are Experiencing Symptoms of Posttraumatic Stress Disorder. Psychology of Men & Masculinity, 14(3), 300-313. doi:10.1037/aoo29705 Kendall-Tackett, K. A., Williams, L. M., & Finkelhor, D. (1993). Impact of sexual abuse on children: A review and synthesis of recent empirical studies. Psychological Bulletin, 113(1), pp. 164-180. Merrill, L. L., Guimond, J. M., Thomsen, C. J., & Milner, J. S. (2003). Child Sexual Abuse and Number of Sexual Patrners in Young Women: The Role of Abuse Severity, Coping Style, and Sexual Functioning. Journal of Consulting and Clinical Psychology, 71(6), 987-996. Meston, C. M., & Lorenz, T. A. (2013). Physiological Stress Responses Predict Sexual Functioning and Satisfaction Differently in Women Who Have and Have Not Been Sexually Abused in Childhood. Psychological Trauma: Theory, Research, Practice, and Policy, 5(4), 350-358. doi:10.1037/a0027706 Shapiro, J. P. (1991). Interviewing Children About Psychological Issues Associated with Sexual Abuse. Psychotherapy, 28(1), 55-66. Retrieved September 2013 Talbot, N. L. (1997). Women Sexually Abused as Children: The Centrality of Shame Issues and Treatment Implications. Psychotherapy, 23(1), 11-18. Retrieved September 2013 Tharinger, D. (1990). Impact of child sexual abuse on developing sexuality. Professional Psychology: Research and Practice, 21(5), pp. 331-337. Van de Putte, S. J. (1995). A paradigm for working with child survivors of sexual abuse who exhibit sexualized behaviors during play therapy. International Journal of Play Therapy, 4(1), 27-49. Wolf, E. K., & Alpert, J. L. (1991). Psychoanalysis and Child Sexual Abuse: A review of the Post-Freudian Literature. Psychoanalytic Psychology, 8(3), 305-327. Retrieved September 2013

Persil Company Essay

1. BACKGROUND Henkel is a multinational company founded in Germany in 1876. Henkel is a leading firm with international recognition and is ranked among the Fortune Global 500. The organization produces many leading products and brands such as Persil, Schwarzkopf, Loctite, Pritt, Sellotape and Right Guard. It operates in three business areas: Laundry & Home Care, Cosmetics/Toiletries and Adhesive Technologies. As shown in Figure 1. (see Appendix), Adhesive Technologies represent 48% of total sales, followed by Laundry & Home Care with 29% and Cosmetics/Toiletries at 22%. In 2010, Henkel achieved annual sales of â‚ ¬15,092 million and a net income of â‚ ¬1,143 million. (Henkel 2011) The company operates in over 125 countries, in five continents. Henkel employs over 48,000 staff, 80% based outside of Germany. Figure 2. (see Appendix) shows that most sales are to Growth regions (41%) followed by Western Europe (36%) and then Northern America (18%) (Henkel 2011). Henkel targets both industries and households, aiming some campaigns at organizations such as laundries, hospitals and parlours and others towards households. Henkel states that â€Å"For a large proportion of our cosmetic products, our laundry and home care products and our consumer adhesives, women count among the direct or indirect target user group† (Henkel 2011). Henkel’s strategy consists of three priorities: achieve full business potential, focus more on customers and strengthen the global team. The ultimate purpose of Henkel’s strategy is the further improvement of the company’s competitiveness and to permanently establish a winning culture. (Henkel 2011) Persil is one of Henkel’s leading brands. First introduced in 1907, Persil is renowned as being the first commercially available â€Å"self-activated† laundry detergent. Persil had huge success and captured the majority in the German market share. Nowadays, Henkel sells Persil products in numerous countries; mainly Germany, France, Spain, Mexico, China. Persil has also adopted local names such as LeChat in France, Dixan in Greece, Italy and Cyprus and Wipp in Spain and China. The success of Persil was due to two main factors. Firstly, for being the pioneer in changing the whole detergent market, making itself discernible from the competition. The second, was Persil’s product presentation and packaging, making the European people feel identified. These competitive advantages have brought a large following of loyal customers throughout the different countries Persil is sold in. In this paper we will analyze Henkel’s strategy for the Persil brand and make recommendations. 2. BRANDING STRATEGIES Brand strategies are a very important part of the marketing strategy process. There are three aspects within the idea of brand strategy: brand reach, brand positioning, and brand architecture (Homburg, Kuester, and Krohmer 2009, p.141). Brand reach is about the geographical and vertical reach of the company. Brand positioning is the act of designing the company’s brand to a distinctive place in the minds of the customers. Brand architecture looks at the structure of the brands in the company and the relationships between those different brands. Brand reach has two different aspects, geographical reach and vertical reach. The geographical reach refers to the scope the brand reaches over an area. Henkel’s redesign of the brand will reach all of the different countries they are selling in. The vertical reach explains the use of the brand throughout the value chain. There are two options regarding the vertical reach of a brand; ingredient branding and processing branding. Ingredient branding explains the use of brand materials throughout the entire value chain. For example, the use of Intel processors in several different computer brands. The opposite is explained by processing brand, where the brand is not seen throughout or even at the end of the production process. An example of this can be seen when purchasing a car. Buyers are aware of the car brand but do not know who produced the airbags. (Homburg, Kuester, and Krohmer 2009, p.142) Brand positioning is the next aspect of brand strategy, which has three parts to analyze. The brand core is the identity of the company, which is also known as the mission statement. Persil’s brand core is the pioneer of first active-agents in detergents market. The next part in the brand-positioning model is brand benefits. This illustrates what the product brand offers its customers. Persil’s laundry detergents offer the public an easy way to wash clothes and a large range of different products, in turn leading to an improved quality of life. Both of these aspects are integrated within the overall brand personality, which means the traits associated with the brand. Trustworthiness, authenticity, reliability and resilience are examples of traits that fit Persil’s brand personality. Brand image is the impression of a brand’s total personality in the customers mind. The closer the brand image and brand personality are to each other, the more successful a brand is likely to be. This is shown in Figure 3. (see Appendix). (Homburg, Kuester, and Krohmer 2009, p.143) The relationship to competitors’ brands is also a useful way to analyze brand positioning. There are two different types of positioning in branding, differentiation and similarly positioning. Differentiation is positioning your brand in a remarkably different area than any other brand on the market. Similarity positioning is positioning your brand in a similar area to those already on the market. A product map is used to illustrate similarities are differences. As Persil was the pioneer for active-agent detergents in the laundry detergent market, it used the differentiation approach. Brand architecture is the third and last aspect of the brand strategy. Brand architecture is the structure of all the brands in a company and their inter-relationships within the company. Brand architecture does not look at decisions made for individual brands but more, the structural decisions for the entire brand collection of a company. There are three types of branding strategy when considering brand architecture; single branding strategy, single umbrella branding strategy, and multiple umbrella branding strategy. (Homburg, Kuester, and Krohmer 2009, p.145) The single branding strategy illustrates a company where each product has its own brand, and is sold under its own brand name rather than under the company brand name. Henkel markets its products, such as Persil, under individual brand names rather than under the Henkel company brand. Single umbrella branding is the opposite of single branding strategy. This is where all products or services are marked under the same brand. Multiple umbrella branding is the mix between both types. Keeping different brand names separate can be challenging for most companies. However, Henkel has so many years of experience in this area that managing this would not be a problem. Persil, for example, is marketed as a separate brand by Henkel and has been a leader in the laundry detergent market for over 100 years. Changing the name of Persil or other Henkel brands should not be an alternative, as it may bring a negative effect to the company. Since Henkel’s customers, are familiar with separate brand names, they may not appreciate a change to new unfamiliar names. 3. PRODUCT MIX In today’s dynamic market environment, organizations constantly need to adapt their products due to rising competitive situations and changing customer needs. The product mix is a helpful term when it comes to maximizing the organization’s potential. This can be defined as the entire range of products supplied by an organization at a given point in time (Homburg, Kuester, and Krohmer 2009, p.133). There are three main options for expanding an organization’s product mix in order to get the optimal product portfolio. These are product variation, product differentiation and diversification (Homburg, Kuester, and Krohmer 2009, p.134). Product variations are modifications of the features and characteristics of an already existing product on the market, without changing the core functions of the product (Homburg, Kuester, and Krohmer 2009, p.134). The variation can be made in many ways but the most common variations are changing the products’ aesthetic properties (e.g. shape, color), physical-functional properties (e.g. quality, material) or symbolic properties (e.g. brand image, brand name). An important point is that product variation is just a matter of changing an already existing product, not creating a new product. Examples of product variations are a new †face lift† design of a car or a new packaging design of a product. Product differentiation is an organization’s process of adding new product variants to an already established product (Homburg, Kuester, and Krohmer 2009, p.135). This is an opportunity for an organization to create competitive advantages, by distinguishing its product from competitors. An organization can do this by basing the product differentiation on either offering superior products or creating better customer relationships (Homburg, Kuester, and Krohmer 2009, p.72). In product differentiation the original product still exists, in comparison with product variations when the modified products are no longer available on the market. MasterCard is an example of a product differentiation, due to its various range of payment solutions. Diversification is when an organization integrates products into its product mix that do not have direct connections to already available products in the organization’s product portfolio (Homburg, Kuester, and Krohmer 2009, p.136). By diversifying, the organization is seeking to increase profitability through greater sales volume acquired from introducing new products in new markets (Homburg, Kuester, and Krohmer 2009, p.76). A diversification strategy can be very risky for organizations but can also create opportunities with great potential. McDonalds’ introduction of its â€Å"McCafe† concept is an example of a diversification move, which proved very successful. In 1907, when Henkel was in its roots, the organization used a product differentiation approach. It was able to introduce a new unique laundry detergent formula of a self-activating detergent that resulted in being the pioneers of this type of product. Henkel was able to create competitive advantages by implementing its new superior formula on the market and therefore distinguishing its brand from competitors. Another aspect of Henkel’s product differentiation is its great product range. Henkel differentiates itself by being the leading supplier of laundry detergent, offering detergent to a wide customer group. These diverse products target different categories of washing such as: low temperature washing, premium market washing, detergents for allergenic people and environmentally friendly washing. 1962 saw the introduction of a completely new Henkel product in the market called Somet. This product did not focus on washing clothes, but instead on washing dishes. The introduction of this product was very successful and is an example of diversification by the company. Henkel integrated a detergent for washing dishes in its product mix hence, operating in a new market. By doing so, Henkel was able to increase profits through greater sales volume of its products. In recent years, Henkel has changed its product mix approach with an increased focus on product variation techniques. Henkel recognizes the need to modify already existing products in order to survive in today’s dynamic market. This is shown in Henkel’s ability to change their laundry detergent products’ aesthetic packaging properties, which is an example of product variation. Through the years Henkel has changed the design of the detergent packages several times which all proved successful. Henkel realizes the importance of presentation for potential buyers and hence places a lot of emphasis on this area. 4. ALTERNATIVE STRATEGIES Henkel’s goal is to reassure customers that Persil is still as effective as any other laundry detergent on the market. Henkel embarked upon this strategy by changing its product decisions through product variation, as discussed earlier. The organization developed new ideas for its already established products by redesigning and improving formulations, as well as developing a clearer distinction between their different product groups to attract new customers. Henkel undertook pre-tests to analyze customer responses, redesigned its website and engaged in promotional activities such as the Persil Future Ship which toured 18 German cities, showcasing the new campaign. Henkel also contributed â‚ ¬1,000,000 to the Project Futurino initiative. There are many other options that Henkel could have pursued to enforce its new strategy. Under the heading of product decisions, Henkel could have used product differentiation or diversification, as explained above, to expand the product mix to enforce its new strategy. Henkel has used these methods before and could implement these methods again. Henkel could have also established synergies, reduced the product range or considered areas such as brand management activities. When examining the area of establishing synergies, there are two options that Henkel could have considered; product bundling and product platforms. â€Å"Bundling is when a company sells two or more separate products in combination and sells the bundle at a single price† (Homburg, Keuster and Krohmer, 2009, p.137). This can encourage cross selling and also reduce costs. This may have been a good idea for Persil as many customers may buy more than one of their products. However, as each customer has different needs and preferences, a lot of research would have to be done to discover optimal bundles that suit many consumers. Consumers may also not use the products in equal measures so may still need to buy products individually. Henkel could also have considered establishing product platforms. This is when individual products can be produced using common standardized product components (Homburg, Keuster and Krohmer, 2009, p.137). Although this would save costs for Henkel and may make the Persil products more recognizable, it may make it harder for customers to differentiate between the Persil products themselves. Persil would have to ensure that their products are still clearly distinguishable from each other for this to be successful. As Persil is aiming to develop an even clearer distinction between their different product groups, this may not be a wise strategy for them to take. Product elimination is another area that Henkel could have considered. This would involve removing one of its products from the market. By removing a less popular product it could show customers that Henkel is concerned about standards and only wants to keep its best and most effective products on the market. On the downside, Henkel may lose the customer base that used to use the now eliminated products. Another alternative for Henkel could have been to engage in brand activities. This involves moving into other product groups but under the same brand name. If brand loyalty already exists, which it does in the case of Persil, this can prove to be very successful. â€Å"Brands signal a certain level of quality so that satisfied buyers can easily choose the product or service again† (Kotler et al. 2009, p.428). As Persil has been voted the most trusted brand in its category nine years running by Readers Digest, it is clear Henkel already has brand loyalty and a strong customer relationship. If Henkel had moved into an entirely new market area, different to laundry detergents and home care, it could have captured new market segment. This could have lead to an expansion of the company and potentially increased overall profits. Persil also has many years of experience in the market so would already have a lot of consumer information. This could prove highly successful, as they would have a competitive advantage over new entrants. Henkel could have also looked at areas such as pricing decisions, communication decisions and sales decisions. Another option was to lower prices, redevelop communication methods or come up with new sales decisions such as: new distribution channels or a new advertising campaign to reassure customers of the effectiveness of the Persil brand. Although all these options have advantages and benefit Henkel in different ways, we believe that Henkel’s choice to focus on product variation was the most suitable for its strategy to assure customers that Persil is still as effective as any other laundry detergent on the market. 5. PRODUCT INNOVATION Many products are subject to a life cycle, which is becoming increasingly shorter for a number of product categories. Given this, the development of new and successful products is essential for companies’ long-term survival. First of all, companies need to generate innovative ideas. In general, these ideas come from company-internal sources or external sources. Company-internal sources are information from the R&D department employees, field sales force employees, customer service/service hotline employees, complaint information or suggestions from employees (Homburg, Kuester, and Krohmer 2009, p.115). Using this source of information, the organization can benefit from more directly available information that takes into account more knowledge of the existing products and resources. On the other hand, sources of information from outside the company could be through customers, competitors, market innovation in other markets, technological developments, findings from trends, market research institutes, business consultants and advertising agencies (Homburg, Kuester, and Krohmer 2009, p.115). Gathering these information sources, the company can benefit from an â€Å"outside the box† thinking resulting in more creative ideas (company-external information sources tend to be more innovative). In particularly, customers can be a very useful source of information for product innovation. Using creativity methods can also generate new product ideas. These methods can promote and encourage creative thinking by creating synergies, for example in cross-functional project team. Creativity methods can be: brainstorming, brainwriting, or the morphological box (Homburg, Kuester, and Krohmer 2009, p.116). Our recommendation would be to use company-internal sources of information. By doing so, the company can benefit from its large number of employees, that are at the same time are customers. Henkel could also benefit from more direct and cheaper information. Although, to avoid a biased view the company should also hire an expert in this particular field, to get an outside opinion. 6. PERSIL PEN Innovation has always been a main focus for Henkel. In 2007, Persil Megapearls with Anti-Gray formula was named as the â€Å"most successful innovation† in its category and voted among the top 10 most successful innovations of all food categories by Lebensmittel Praxis (Henkel 2011). Henkel works hard to innovate new products to satisfy constantly changing consumer needs. Henkel wants to focus more on the new â€Å"Green movement† that has been present in society for the past decade. According to Henkel’s mission, its aim for each product is to contribute to the sustainable development and combine top performance with human and environment responsibility. To extend on this idea our group has thought of a new innovative product for Henkel. The â€Å"Persil Pen† is a small pen, with concentrated detergent in it that can be used on-the-go to remove stains and spills from fabrics. The Persil Pen will be small enough to fit in someone’s briefcase or purse, for a convenient and quick way to deal with life’s on-the-go accidents. The Persil Pen in the beginning will be targeted mainly to professionals in the work force. The product can be used discreetly in the office to take care of small accidents at lunch or on the way to work in rush hour. The new product for Henkel’s detergent market will bring convenience and reliability to the busy, unpredictable workday. After the Persil Pen has gained market recognition, we plan to expand to different target groups such as students. Another possibility could be to team up with restaurants and have the pen available for use for diners, free of charge. This way they can try out the product and hopefully later purchase it themselves. Our marketing strategy will consist of two ideas. First, we plan to target large companies and hand out the Persil Pen at meetings, offices, trade fairs and conventions. This will get the new product directly into the hands of our target market. Another promotion to get the product out in the market would be to attach a free pen with the new brand labeled detergent in the stores. This will open up the new product to the already existing group of customers that buy Persil detergent. The Persil Pen can be advertised and communicated to the public with a focus on the redesign of the Persil Brand. This new brand strategy of changing all the packaging for their detergent to a new and more modern look, will be the perfect time to introduce Persil Pens. This will spark interest in the current customer base and attract interest in the entire Persil brand, in turn raising market shares. As Henkel originates from Germany, we have chosen Germany as the first market for Persil Pen to be launched in. If the launch is successful we will launch in other countries using the Persil brand name. In the development of this product we think a low price would captivate a larger number of new customers, and make them aware of its existence. The price should not be too low, so that customers do not think that we are selling a low quality product. By the time that a reasonable number or percentage of the target customers are using the new product, the price should be gradually adjusted to a mid-range price, comparable to Persil’s price range. Once the product is launched and sold, variations on the product concept can be made. This will be a unique way to stand out from competitors in the market. â€Å"Tide†, a very well known detergent company, has developed and is producing a product like this in North America. Persil can work to concur the European market for this product. Persil is already a well-established brand in Europe so brand loyalty will already be established. This product illustrates Persil’s goal of facilitating washing for their customers and improving their quality of life. The Persil Pen will eliminate having to wash an entire work shirt with just one stain on it. Not only is this extremely facilitating for users but will also add to Persil’s environmentally friendly campaign. People will not have to waste as much water washing a garment with only a small stain. This new product will increase customer loyalty and in turn increase sales volume for Persil and Henkel. 7.CONCLUSION Henkel is a leading company in three core business areas: Laundry & Home Care, Cosmetics/Toiletries and Adhesive Technologies. Henkel is successfully marketing its products under individual brand names, for example Persil. Persil has a clear view of their brand reach, positioning and architecture. Henkel is constantly expanding its product mix through methods of product variation, product differentiation and diversification. Henkel gathers vital information from both external and internal expertise (Henkel 2011). We believe that Henkel could explore alternative strategies such as brand activities, but that product variation is still the most suitable option for its current strategy. Henkel has always thrived in the area of innovation, for example Persil’s pioneer formula in 1907. We think that the Persil Pen could prove to be a new successful product with great potential. Henkel is performing well despite the downturn in economic conditions worldwide in recent times (Henkel 2011). We are confident of Henkel’s ability to create a strong foundation for the future success of the company. LIST OF REFERENCES Henkel 2011 (accessed October 1, 2011), [available at http://www.henkel.com]. Homburg C., Kuester S. & Krohmer H. (2009), Marketing Management; A Contemporary Perspective. Berkshire: McGraw-Hill Education. Kavaratzis M. & Ashworth G.J. (2005), City branding: An effective Assertion of Identity or a Transitory marketing trick? 96 (5), pp. 506-514. Kotler P., Keller K.L., Brady M., Goodman M. & Hansen T. (2009), Marketing Management. Essex: Pearson Education Limited.