Complement Serum Activity by Lysing Sheep Erythrocytes

Complement Serum Activity by Lysing Sheep ErythrocytesIntroductionThe immune system is a series of complex processes which has evolved to protect the body from flack catcher by foreign pathogens. These pathogens are equal to(p) to enter our body by dint of the skin or lining of the internal organs. The immune system is able to protect us from intracellular and extracellular organisms as well as from ourselves, stopping malignancies and autoimmune diseases from spreading in our bodies (Bastian, 1993). at that place are both lines of defence, the adaptive (specific) and innate (non-specific right), though both are united in their goal to destroy pathogens they have divergent ways to tackle this. essential liberty is the 1st line of defence while adaptive immunity is the 2nds line and then takes longer to act (Clancy, 1998). The equilibrate system is vocalization of the immune system and can be bought into movement by the adaptive system if ask. Complement is a group of proteins working together in spite of appearance the immune system once stimulated by genius of numerous triggers, proteases begin to cleave protein in the system, bringing a cascade of enzyme reactions in order to fight off foreign pathogens and activate the inflammatory response. inwardly the equilibrate cascade at that place are many proteins that play a role but C3 is a protein critical to the effector functions of the system (Abbas, 1994).There are many paths for immune mediated lysis and the one we will be looking at is intravascular haemolyse and occurs when the concomitant has been triggered through the classical pathway. When the antibody binds to the antigen on the coat of the erythrocyte, a musical accompaniment component triggers the membrane attack complex to skeleton pores in the cell membrane resulting in cell lysis (Chapel, 1990). The intensity and renovate at which cells lyse is symbiotic upon the rate at which the complement cascades to modify complete cell lysis.Experiments like these are able to provide us with an understanding of how the complement immune system functions. It can too adjoin our understanding of autoimmunity and perhaps lead to ways in which the effects of immunity can be prolonged or inhibited according to the disease. systemic Lupus Erythematosus (SLE) is an autoimmune disease, in which complement is analysed, as getting SLE is dependent upon the gene which is responsible for producing MHC, a component utilise in hematolysis (American, 1993), patients with another(prenominal) immunological disorders can require their complement activity to be monitored and thusly this assay would be able to show how efficiently the complement component of the immune system is working to defend their bodies.AimsTo determine complement serum activity by lysing sheep erythrocytesTo determine the volume of complement required for 50% lysis.Materials20 Cuvettes 1.0ml20 test tube plastic usableAutomatic pipette 200-1000 l 6 tipsAutomatic pipette 0-200 l 6 tipsWater bath at 37CSpectrophotometer screen tube rackCentrifugeIce bucket Icemethod actingWash 4ml of erythrocyte suspension three times with barbitone salty solution.Prepare a 6% stock solution of erythrocytesIn one test tube mix3.0ml of sheep anti-erythrocyte antiserum, diluted 1/503.0ml of the 6% SRBCMix and gently by capping and inverting several timesIncubate at 37C for 15min in the water bath, mix every 5min. act up the test tubes on ice in duplicates and label pass on the reagents in order as shown in knock back 1 underIncubate the tubes for 60 minutes at 37C smorgasbord gently every 15minutesPlace the tubes on ice and then separator at 200g for 10 minutes at 4C take on the samples and put into cuvettes and read the absorbance at 541nm, with ammonia solution as quad record the results in a table.ResultsDiscussionWhen carrying out the look into in the altogether information was recorded, and presented in table 1. However the result s obtained during the practical were not used as the erythrocytes lysed before complement was added and therefore complement activity could not be observed as adding complement to lysed cells is not able to give results, therefore the ideal data provided was used and analysed.From table 1 it is take that absorbance levels increased as serum volume increased, this is due to the fact that as volumes of complement increase more red blood cells are lysed which in turn anyows haemoglobin to be let out, this is of a dark glossiness and as more cells are lyses the darker the resulting sample will be, and so the absorbance as read the spectrophotometer will increase. After the guinea pig serum has been mixed with the sensitised erythrocytes, it produces anti-body coated cells with complement attaching to the antibody, and activating this attracts the MAC molecules to take action and lyse the cell (Kuby, 1994). Following the pattern seen in table one table 3 shows a progressive % lysis of cells as the volume of serum is increased, however for the 100% lysis an ammonia buffer was used to ensure that all cells are lysed during the experiment.Further to this graph 1 produced a sigmoid curve, from which it was possible to pretend CH50. However calculating the 50% lysis from this graph is not very accurate. then a log graph 2 was constructed, with the use of van Krogh compare to determine the actual value of 50% lysis. The equation was provided by the lecturer. wagon train Krogh equationx= k y 1/n100-yWherex= amount of complement (ml of undiluted serum)y= proportion of cells lysedk=50% unit of cheersn=inclination of graph (ideally 0.2)This resulted in table 4 big(p) a volume of 133.5 CH50/ml. However when calculating CH50 the x values were all in the negative. Moreover, it was not possible to compare data coiffures obtained against ideal data as the experiment did not yield results due to lysis of erythrocytes before complement was added. This could have occurre d due to improper pipetting, handling or transporting of the cells as thrill them too much could have lysed them due to shock, as the cells were sensitized and thus prone to quick lysis. Further to this it was reported by Inglis, et al, 2007, that the use of erythrocytes from different sheep can yield inaccurate results and thus produce different CH50. Although there are many inaccuracies present within the experiment, it also gives scope to progress improve the method as well as explore other area of the subject at hand such as factors which incite the performance of complement like temperature or PH. This assay is a genuine way to measure the activity of the immune system within patients, such as patients with LSE as mentioned earlier, other patients with low immunity can also be tested to see how the complement system is or isnt aiding their recovery, thus steps can be taken by medical professionals to every boost or monitor the progress of the patients immunity as essentia lly the immune system is required to work at its optimum to harbor humans and animals from dying of disease(Inglis,et al, 2007).ConclusionOverall this experiment has shown how complement is all-important(prenominal) in aiding white blood cells to lyse foreign bodies. Though in the experiment carried out the blood cells lysed before complement was added the method was presented and the ideal set of data, showed what results should have been obtained. Also the hypothesis that as the complement concentration increases so will the absorbance proved positive.

The Impact Of Innovation

The Imp bout Of re nakedalIn this appointment, the splendour of rootage appearance and the impact that it has in flourishing companies go away be discussed. Theories and examples of innovation will be shown as well as applicable knowledge about apples tarradiddle and minute produce information. Also it will be debated the importance that Innovation receive had in orchard apple tree comp either. A SWOT abbreviation of orchard apple tree will be bring ined as additional information.Topics as leadership and throw anxiety ar included due to its blue relationship with the performance of a keep troupe and its cathexis in a long line, in this slip is orchard apple tree the chosen corporation.Literature review1. INTRODUCTIONThroughout history the concept of innovation has been debated. Since the clock of holyal economists this issue has been present, even in the trustworthy age. Also historic authors have highlighted innovation as demand for the socio-economic that is why it is relevant to body of work this phenomenon. Innovation is one of the key factors for companies that require to compete in an increasingly international and global securities industry. and to destine for that capacity, companies must invest in experience, bodily structure, question and a soundly system to enable them to decide, from the beginning, who they want to be pass. on that point ar many definitions about the term innovation and numerous theoretical contributions around this phenomenon.The term innovate comes from the Latin etymology innov are that mean spay or alter things by introducing unsanded births (Medina Salgado Espindola and Espinosa 1994).Innovation is the occupation, assimilation and successful exploitation of novelty in the economic and affectionate surround1.2 DEFINITIONS OF knowledgeabilityInnovation is the crop of integrating existing engineering science and inventions to become or improve a point of intersection, a process or a system.Innovation in an economic sense is the consolidation of a refreshedproduct, process or system improvement (Freeman, C., 1982)Innovation is the incident(prenominal) tool of entrepreneurs ( beam Drucker 1985)The act that endows resources with a natural capacity to create wealthiness (Peter Drucker 1985).Innovation distinguishes surrounded by a leader and a follower (Steve Jobs 2005)Joseph Schumpeter define innovation in a general sense, took into account different cases of change to be conside ruddy as a innovation. These are the market admittance of a parvenu good or new class of goods, the use of a new source of raw materials ( both(prenominal) product innovation), the incorporation of a new production method non experienced in a particular sector or a new way of dealing commerci whollyy a new product (process innovation), or market innovation which is the g anyplacenment activity of a new market structure (Joseph Schumpeter 1935)2. TYPES OF INNOVATIONT pre sent are three primary(prenominal) types of innovationProduct InnovationIt is the market introduction of a new engineering science product (whose scientific characteristics differ importantly from previous products) or signifi skunktly modify(previously existing whose performance has been improved or greatly improved)Process InnovationIs the adoption of new production methods or signifi give nonicetly improved. Can be use to produce or deliver technologic all toldy new or improved products, which hobonot be produced or delivered using conventional methods of production, also it could increase primarily the skill of production.organisational InnovationIt is the introduction of changes in the forms of management of the establishment. There are new changes in the organization and management process, incorporating new organisational structures2.1 INNOVATION MODELSThere are several innovation stickers, which 4 of them are common and relevantLinear modelThe linear model of innovat ion is an interpretation of the act of innovation, outdated but is still applied in many cases. This model is a way of theorizing the logical sequence of the process that results in innovation. range is too rigid to describe a process that depends not completely on science / technology or market to initialize the extension of innovations. The strict separation between invention, innovation and marketing does not accurately represent the slashings of innovation today. The linear model is a start generation model, and but takes into account the thrust of science / technology or market pull (concepts 50-60-70 hunts) as a means to begin the process of innovation turn out modelOpen model Innovation is a new innovation outline in which companies get innovation that comes from out-of-door the companys internal boundaries. This term was coined by Henry Chesbrough, who in his book Open Innovation, proposes to unmannerly the creative processes of innovation, in order to get advanc e(a) ideas from any source, whether internal or external to the company, and not only from the areas dedicated to the dividing line activityOpen Innovation means combining internal knowledge with external professional cooperation. Thus, research centers as well as universities, experts and opposite companies allege solutions to companies of what is cognize as collective intelligence. This will break new ground, contacts, opportunities, where innovational ideas flow freely from any sourceTeece modelTeece proposes a model that takes into account two factors that are important to profit from innovation ease of imitation (imitability) and antonymous assets. The imitability can come of intellectual situation, fortress of technology or the fact that imitators have no powers to mimic the technology. complemental assets are beyond the capabilities-technology that the firm necessarily to exploit (manufacturing, marketing, redistribution channels, service, reputation, brand and comp lementary technologies) somber ocean-The author focuses on the lack to put aside hurtful competition between companies if you want to be a pull aheadner in the future, expanding the horizons of the market and create cherish through innovation. the author differentiates two more or less(prenominal) common competitive situations in any industry blue oceans and red oceans. Red oceans represent all the industries that exist today, while blues correspond business ideas currently unknown. In red oceans industries limits are well outlined and are accepted as they are. The more competitors there are, the benefits and growth opportunities diminish, products are fundamentardized to the maximum and competition becomes bloody. By contrast blue oceans are characterized by the creation of markets in areas that are not currently exploited, and that create opportunities for sustained profitable growth and long-term3. INNOVATIVE COMPANIESThis are around examples of successful companiesHuawei The Chinese company based in Shenzhen has r separatelyed the second business office as a provider of telecommunications equipment, ahead of Alcatel Lucent and Nokia. He recently defeated by Nokia Siemens and Ericsson 4G system contract in Norway. This year has reached its global market share to 20%. appleApple company has won the award in the categories of gadgets and music. In less than two years, their App livestock and sells more than 140,000 applications, and users have downloaded 3 billion to them. He has also act to develop its iTunes music unit with organic growth and acquisitions as Lala. He has also been able to control an increasingly fiercer distribution channelsGoogleGoogle has come out victorious in the mobile category (with a 86% share of searches) and video (where YouTube is the top server). Google has been a exelent company to launch new products, as Smartphone Nexus One, Android, operates the largest digital library market . eldest solarFor years, the race of th e global photovoltaic industry has been to minimize the cost of might production in order to compete with other energy sources. First Solar was the first company to lower the barrier to a dollar per watt, and by the end of 2009 was $ 0.85NovartisThe Swiss drug maker is a invariant generator of ideas, after focusing its R D in high-flown diseases and vaccine development. The Food and Drug Administration has approved no less than nine new drugs last year.refeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeenvironmental effectit can be define the organizational environment as all the elements that significantly act the daily operations of the company, dividing them into two micro environment and macro environment.MicroenvironmentThis consists in real hatful and organizations with whom they interact with the company. Among the main(prenominal)(prenominal) ones include Customers constituted by groups of persons or institutions who buy the goods and use the services of the organization. Providers Providers are company specific, both information and funding, as the raw material that the company needs to operate. disceptation specific companies that offer goods and services identical or similar to the same groups of customers or clients. regulators who are the agencies and government representatives at the local, state and national laws that penalise and regulations affecting business operations within a given country.macroenvironment find out the kindly forces that affect the whole microenvironment and includes demographic forces, economic, natural, technological, political, cultural and competitive.Competitive environment, every(prenominal) company must take into account its size and position in the industry with respect to its competitors. To survive, a company must meet the needs and desires of consumers develop than does the competition.Economic environment involves factors affecting purchasing power and disbursal patterns of consumers. Purchasing power depends o n income, prices, savings and credit of the moment scientific environment the more or less dramatic force that shapes our destiny is technology.Political environment consists of laws, government agencies and pressure groups that influence and limit the activities of various organizations and exclusives in society. cultural Environment includes institutions and other forces affecting the values, perceptions, preferences and doingss of societyLIDERSHIPLeadership has been defined as the activity of influencing people to strive willingly for the achievement of the objectives of the group. By group we mean a small group, a sector of the organization, an organization. What matters is the organizational leaders in the field. From this definition arise two key areas of leadership1) The intellectual process of thinking about the objectives of the organization.2) The worker-hearted factor, that is, influence people to voluntarily strive to achieve the objectives.John P. Kotter, in his b ook The Leadership Factor (1988), says that leadership is characterized by the following1) Develop a batch of what should be the organization and generate the necessary strategies to implement the vision.2) Achieve a network cooperative human resources, which involves a group of highly actuate and committed to make the vision a reality.The definition of leadership cited at the beginning contains a key word voluntarily, which could also be translated as willingly. Not just about influencing people to do but to voluntarily strive to corresponding targets.ApproachesThese approaches are based on the study of behavior quite than on the depth of constitution traits of substantival theories.The most important contributions in this regard have been those ofTheory X and Y Mc GregorTheory X leads to an autocratic leader performance, and the Y theorie leads to a participatory performance. But being a one-dimensional approach that works with a single variable, the use of authority by the p erson who leads, is not accourate sufficient to explain its complexity as is leadershipLikert management systemsFormulated a model with intermediate degrees between X and Y. To Likert best to lead a team corresponds to a participatory behaviour Likert found that management under the participatory system were most effective and in which showed the best motivation.He built a very comprehensive questionnaire on organizational characteristics, that tests 18 variables classified in the categories Leadership, Motivation, Communication, and others. Its main limitation is that it is only useful in cases where it is intended to improve the lead making it more participatory. In this sense it is more applicable to small groups and instructed personnel.The Managerial Grid of Blake and MoutonThis unification of researchers was able to define a model based on the interbreeding of two variables the concern for people and concern for production.While five main positions are standardized, the gr id gives possibilities to eighty-one intersection between the two variables.The main contribution is to show that both variables are called mutually. It would be hard to conjecture good long-term come acrosss without a committed and motivated personnel.Without doubt, the greatest value of this approach is that it breaks the paradigm dimensional. However, the main criticism he has received is that debate a unique driving style as best for all circumstances.CHANGE MANAGEMENTIt is a process by which organizations move from the present state to a future state,changing in order to increase their effectiveness. A Process to achieve better efficiency, in which an organization achieves its objectives. organizational efficiency is amount of resources the organization has ,to be used to produce a compute of products.Levels changeWhen focused on the organization as a whole, we teach that this can be divided into four aims at the clock time of analyzing the changes strategical level prop osing a change in the boilersuit objectives of the organization, both in terms of its essential orientation of vision and their reason for their mission.Structural level proposes a change in the organizational structures, it involves changing authority relations, the coordination mechanisms, re throwing jobs, or similar structural variablesTechnical level technology change encompasses changes in how work is processed and the methods and equipment used.Human level people change refers to changes in attitudes, skills, expectations, perceptions and behavior of employees, including, in turn, jibe to Daft and Steers (1992) four types of changes patterns of interaction, skills in human relations and in the basic attitudes, values and motivations of individuals. Thereby changing the behavior of individuals and groups requires the transformation of one or more of the aforementioned levels (Quoted in Romeo, 1999).Models of organizational changeMany models are used to carry out or try to exp lain, in an effective way, the process of change, example is the model of Lewin.Lewin (1951) develops a dynamic theory, which explains that the the behavior is a function of the individuals interaction with his social environment, essentially based on the different groups to which the person belongs. it should focus not only on the individual in isolation, but in this within their social environment, taking as unit change the social group to which the individual belongs.The status quo of the organization, to Lewin (1951) is a state of dynamic equilibrium between forces that tend to help the organization and forces that tend to counteract or prevent malign decitions, and to effect a change is necessary to break that dynamic proportionality between these forces. unfreezing is the name given to this initial process where old ideas or practices are suppressed by new ones and can be generate by increasing the driving forces of change growing perception of benefits associated with thi s, by reducing the resistance or obstacles to change, or combination of both. Following the Change in which new ideas practices. then comes refreezing ,requiring the integration of new insights into the structure of the organizational system . The refreezing state marks the return of the organization to a dynamic balance of forces that support or restrict any intervention.Critical analysis4. INTROFew companies can be described as revolutionist and successful, changing markets and consumer behaviours, apple is one of them, a remarkable company that over time has created an identity and an image that impacted in their followers.The technological direction of the company began to build in 1971 when they met Steve Wozniak and Steve Jobs. The former is responsible for creating the first Apple computer, while the latter promoted among the major supporters of computing and digital electronics shops.Apple has begun a career that has had its ups and downs due to different administration, St eve Jobs being the most successful, turning the company into one of the largest in historyBut what does make it a success?Innovation, the key of success, which leads to a competitive advantage.From the beginning of Apples history in 1976, Steve Jobs, the nous of the company, had a different view of its competitors, looking distinguished among its rivals, seeking exclusivity and novelty, as jobs mention, I want to bring an aristocratic to use computer to the market.From here we can analyze that jobs from the start thinking like a consumer, which would win the devotion of its customers.With the launch of Apple II the computer revolution began, having as the main rival IBM.But what type of innovation strategy do they have at that time?Clearly the development of their products were do by them within their company, all the ideas were in apple, As mentioned in the textbook Apple practised to horizontal and vertical integration relied on its own property stick outA classic type of lin ear model innovation, as mentioned in the literature review.Basic researchApplied researchontogenesisCommercializationThe challenges started when IBM unquestionable a faster processor and the use of an open operative system(ms dos) Limitating the sofwares that apple had developed,as well as the slow processor speed, and go 62% of apple net income between 1982 and 1983 leading to a crisis in the company and the dismissal of Steve Jobs.With the entry of Sculley as CEO, apple tried to gain space in a new market, education, which were driven by its high technology softwares, they recover their market share and stabilized at 8% as (referred in the case study)As the philosophy of Jobs to make things simple, Sculley unveil plug and play peripherals which allow overpricing their products.4.1 THE STRATEGYAt this stage the revenues came from exclusivity rather than cheap products and apple still producing their own monitors, chips and disk drivers, keeping the classic innovation model.But now apple forge and alliance with their main rival, IBM ,creating 2 joint ventures in order to produce new direct systems and multimedia applications,Sculley was replaced in June 1993 by Michael splinder.It was a good decision to change the management?With the new management, changes were inevitable, apple started licence many companies to make macintosh clones, trying to reduce costs, which was a poor decision made by splinder, apple lost 69 billion dollars in 1996After 12 years Steve Jobs returned and became the interim CEO of apple4.2 overbold BEGINING, NEW IDEAS, INNOVATIONWith the return of Steve Jobs, Apple returned to the path of innovation. Not only in technology but also in the strategy and business model.For example coal scuttle its own stores to broaden the scope of the external distribution channel.For the first time apple open and online store to set up direct gross revenueThey invest more money on Research and Development belittle its inventoryIn 1998 apple gained r eal profit from their all in one computer, imackintosh, that could support Microsofts peripherals for the first time.With jobs in command, the company started to reshape quickly. Those were signs that the row was on track, Apple posted a profit of 309 million Dollars4.3 NEW STRATEGY-BLUE OCEANThe real revolution of apple came with uncontested line of products, the reinvention of take-away music devices, the telephone and the tablet.Apple had an outstanding strategy, the digital hub strategy, Mac became the favorite(a) hub to control, integrate and add value to these devices.All started with the iPodAs the theory of Blue Ocean, in order to create a new market and carry from the battling Red Ocean a company have to be innovative, different.Apple launched a new concept of music device, the iPodBlue ocean strategy quick analysis (BASED ON IPOD DEVICE)1. Increase the music storage can store up to 1000 songs2. Reduce energy consumption, up to 10 hours battery3. Create ultra portable high performance device, iTunes4. spurn old concept of music device.Through this commitment to innovation on all fronts in which focused,Apple managed to gain success as 60% of the digital music market.With the iPod, Apple has done what he does best offer a productInnovative, bringing together high technology, attractive design and a simple interfaceuse. And with its iTunes online store, Jobs offered an innovative business model.iPhoneA new revolution of the company would begin with the launch of the iPhone in 2007, a multimedia smart phone with Internet access, touch screen and a negligible hardware interface. His success was such that it would be awarded the Invention of the Year by Time magazine in 2009, Apogee has maintained that through the exchange of new issues as the iPhone 3G, iPhone 3GS and iPhone 4iPadWith a revolutionary concept between smartphone and a laptop (which would later be called tablet), the company lashes out in early 2010 to introduce its new device calle d iPad. Its multitouch capabilities, wide screen, its innovative design and powerful hardware allowed him to position itself as the most popular product of the year.However not all inventions made by apple where sucesful, not always an Innovative product will be succesful, for instance the Mac Mini and the Apple TV were a failure,But why?Because they havent figure out the right way to create a compelling TV productMost of their best selling products are based on an apple operative system, and a TV box does not need that.Microenvironment FACTORS-SWOT ANALYSISStrengths Apple is one of the marks of technological innovation in the worlds largest entertainment. It has a large number of fans who admire the quality of their products. Such loyalty guarantees the permanence of its customers and generates the attraction of new consumers. In turn, Apple products are easy to handle and excellent quality.Weaknesses Apple has been criticized for antenna problems on its latest iPhone. Moreover, i ts gateway policies iTunes Store applications and user freedom are very restrictive. The costs of their products are usually a little higher.Opportunities The mobile market is expanding and Apple can leverage its established position in digital distribution. In the course of time, Apple has made a huge acepatacin the AppStore (billion download until this year) developed by various groups of programmers in the world. Furthermore, due to its success, Apple is an interesting market for investment, which has benefited the company in times of crisis.Threats There is increasing competition in the technology market. Market companies are quick to market with products like the iPhone or iPad. To remain in place, Apple should invest more in research and technological development. Economic crisis.ChNGERecall that after having problems with the top management of the company he founded, Jobs was fired from Apple Computer in 1985, later groundwork the company NeXT, which was reabsorbed by the v ery Apple Computer in 1997, where Jobs is professorship ( CEO) since.1. Changes in the board of the company that meant a renewed confidence in the company and markedly increased the stock price of the company.2. The re-purchase of the licenses the use of PowerPC 750 (G3) of all companies that could make Mac clones (yes, there was a time that I had), so the company re-take control of the hardware in running your operating system. graduation exercise of organizational change Create a culture Reduce by 50% to 10% Research Development, and removed the unnecessary worker Launches first product of the new era Jobs. The IMAC computer without a tower, and of different colors, with cd, and no floppy. Jobs realizes the market opportunity that I had in music. After the success of Napster. AND ITUNES product launches, to the IMAC. And you create a culture, a style the best philosophy that a company can have. The music. Sony created the personal music player but did not use the MP3 market3. The announcement of the Power Mac G3 in November 1997 (new flag)These changes Apple made were to have a profitable quarter ($ 47 million). But after more decisions were taken that catapulted the company to a winning grade insignia that continues to this day1. Drastically cut down hardware production line of the company.2. Because of this decrease is greatly simplified product offering Apple aside sublime model names (most identified by numbers) and variations that just confused the current and future customers.3. The announcement of the iMac and PowerBook G3 in May 1998. Thus Apples offer was reduced to three elements* Advanced Desktops PowerMac G3.* Equipment for home desktop iMac.* Portable PowerBook G3.4. Completing hardware divisions that describe earnings as Newton, production printers and accessories. Significantly simplifying the internal structure of Apple.5. It starts selling the iMac on August 15, 1998 and became the fastest computer sold in history.Apple went from a quarterly loss of $ 740 million in June 1997 to gains to a higher place the $ 100 million per quarter in July 1998.In 2009, Apple reported profits over 8 billion dollars per quarterLeadershipWhen analyzing the personality of Steve Jobs, co-founder of Apple, there are many features that spring to mind to describe this technological genius who profoundly influenced a new generation with products like the iPod, iPad and iTunes.Some, stand for the rest of the business in its category. For example, a person was extremely perfectionist with each of the products created, intuitive to realize that products would have positive results and which are not, studious because researching every detail of your market and competition, and charismatic, because enthused employees to perform their work in a better way.While these qualities we find in some other successful entrepreneurs in their areas, the fact is that there is one that is shared by all innovative leaders curiosity.Thats because the pr imary secret of success of Steve Jobs lay in his curiosity, according to Forbes, for example, curiosity led him to study calligraphy, which could create fonts that Apple made known to its original design.Even the same curiosity led him to travel to India to study Eastern mysticism and Zen Buddhism, to seek simplicity of design. And it was precisely this feature which became known as Apple technology company worldwide.This shows that the top executives are not always the most skilled, but are those who exploit the curiosity the most, as their ideas generate creative and successful business.In fact, one of the most famous phrases of Steve Jobs is when you innovate, you run the risk of wrong. Admit and innovates again. This reflects the spirit of entrepreneurship and creativity. Jobs was ahead of his time and embodied everything we thought it would be impossible to do.So do not doubt your ideas or your impulses. If your curiosity leads to new business plan, try. Maybe you can turn tho se ideas into big business to take you to achieve success in your caption and recognition among your competitors6. CONCLUSIONWith the case study over, it has been learned the importance of innovation and the impact that it has in companies around the world, such is apple and its successful history. Also it is important to point out the influence of the strategic supplying in order to gain competitive advantage among competitorsit has been shown the importance of good management in critical situation and how it can affect the overall direction of a company.the blue ocean strategy has provided relevant information for the understanding of creating opportunities in new markets, for instance in the case of apple, the innovative idea of Steve jobs in the creation of the iPod, iPhone and iPad in the technological market made apple an outstanding successful company in the 21st hundred despite the fact of the global recessionFor the purposes of further research this assignment is for free useDANIEL LIZARRAGAReferencesMedina Salgado Espindola and Espinosa 1994Freeman, C., 1982 the economics of industrial innovation pg 56Peter Drucker 1985 Innovation and Entrepreneurship pg 28-pg29Steve Jobs 2005 Stanford university speechHenry Chesbrough Open Services Innovation Rethinking Your communication channel to Grow and Compete in a New Era pg 66Telegraph 2011

Themes And Controversy In Fight Club

Themes And Controversy In play off ClubThe revolution of the novel skirmish Club to moving picture, though controversial, turned step forward to be a very effective way of enhancing the authors reputation while spread head the message of its themes, such as the emasculation of men, to a wider audience and inciting some(prenominal) discussion on its social and cultural effects.Columbine occurred only cardinal months previously and in its shadow m whatsoever blamed violent media on their actions, as the author of Fight Club saved by spill does, calling the movie a story close to a mystical society of men who like to pick labours for no other fence than they simply bed fighting. He seems to believe that the fritter took the fighting out of the context of its themes and therefore be get alongs an ad for violence and nothing more.3. Yet most critics harmonise that the movie delves deeper than that, perhaps as a commentary on modern society or National Socialism or the soul lessness of incorporated America. Many think as I do though, and believe that the film s main focus is the emasculation of men (Lim).4. Though any of these have the potential to be true, the actors themselves agree that the movie should be left-hand(a) up to interpretation it becomes for you what you need it to be.B. Lead up to and follow up of thesis1. Fight Club raises a number of different reactions, numerous negative because of the violence, but the book isn t slightly violence, it s about finding your worth, getting your identity and holding onto it, earning your place.2. Thesis3. This movie was designed to lure in controversy, especially in light of the Columbine shooting, by not only making the statement that men want to and enjoy doing this, but hides no brutality in the film itself. There is no famine of blood or bruises and no mercy in the grave of skulls smacking pavement (Lim).II. The Cultural effects of Fight ClubA. condition s reputation1. The film adaptation of his novel made Palahniuk s reputation skyrocket, it propelled his work to the forefront of modern literature ( COMMENTARY ). It initiated the basis of a video game and men s clothing line, and provided mess with bus of catchphrases. (Lim)B. Culture Background1. This film has also had a vast effect on culture and produced a following unprecedented by early road bumps.2. Ads for the film, to the director s dismay, ran during wrestling matches, It was sold as, hey come see masses beat each other up. To truly go d single and appreciate the movie it had to be freed from initial misconceptions that all it was about was a group of men who enjoy beating the tar out of atomic number 53 another.3. The film also cost more than sixty million dollars and it sadly, as many had hoped, bombed at the box office only earning thirty sevener million (Lim).C. Mormon Fight Club in Provo, Utah (Source 5, Gumbel)1. notwithstanding with these road bumps it was still indicatorful enough to imbib e fight inns about North America, even in the heart of America s Mormon country.2. Mormon students att curiositying Brigham Young University and Utah State College had been meeting in secret and modeled a Fight Club of their confess by and by the movie.3. Looking for bloody violence with a friendly twist? asks the club s website, Fight Club where friends gather to enjoy a reposeful beating (Gumbel).4. Fight Club not only drew a lot of attention but also was powerful enough to start Fight Clubs that hold true to the movie in rhetoric and go the same purpose.III. ThemesA. Nobody Knows for Sure1. With no one willing to perpetrate the film a clear thematic purpose, including the director, it is wide splay to interpretation, and with plenty of people willing to offer up their thoughts there is no shortage of potential themes.2. The movie seems to have created ubiquitous controversy amongst critics, authors and everyday people all debating over its influences and themes. Is it Nie tzschean? Buddhist? Marxist? Is it about the rhetoric of masculinity? The poetics of the body? The economics of patriarchy? (Lim).3. The argument with the most merit seems to be that it should take on the interpretation that the viewer finds applies to him/herself the scoop.4. Mr. Norton agrees saying, Joseph Campbell has that great idea about mythologies that a myth functions best when it s transpargonnt, when people see through the story to themselves. When something gets to the point where it becomes the vehicle for people sorting out their own themes, I think you ve achieved a kind of holy grail. Maybe the best you can say is that you ve managed to do something true to your own sensations. But at the same time you realize that this has nothing to do with you.B. Emasculation of workforce1. Even in light of this one of the most popular themes appears to be the emasculation of men and their loss of male identity in the new 20th century up to today.2. Though society condemns vi olence and aggression, two part of masculinity since the beginning of time, they praise violent actions in the right field context. When the passengers on Flight 93 used violence on the lofty jackers to bring the plane down their actions were considered valiant (Boon).3. As this applies to all men, and functions as a commentary on society as a whole, this is one of the most significant of all possibilities. Aside from that the idea of this loss of power and identity in men to the point of reclusive masculinity is fitting more and more true.IV. ConclusionA. Wrap up of themes1. In short, Fight Club is a film of lost identity, masculinity being late drained from its keepers.2. How can any man be expected to set his function with the contradictory standards presented by culture? Men are chastised by society for practicing rituals traditionally used to prepare them for the duties they must perform as men, yet are still expected to complete those duties. Men are toa. physically defe nd without training in single combat, to exhibit courageousness and valor without physically imposing themselves on anyone else, to conquer without dominating, to acquiesce without surrendering, to go for their environment without being controlling, to attain victory without defeating anyone, and to remain ready to fight without fighting (Boon).3. With such limits men are forced to practice their masculinity in secret and left angry and abandoned by society.B. The shoemakers last1. Fight Club is an incredible film ripe with controversy and open to interpretation.2. Though many critics were unforgiving, one dubbing it a film without a single redeeming quality, which may have to find its audience in Hell, anyone should be able to appreciate its dark humor and clever twists disregardless of a person s stance on violence or interpretation of the film. The invention of the movie s director David Fincher makes the movie a work of art and adds immeasurably to its effectiveness he keeps you guessing until the end (Fight Club). Other than that it holds truer to the novel it was based on than any other film I have ever seen.3. And finally, I think the author of Fight Club says it best when he concludes,a. At the end of the day you could agree that Fight Club is a celebration of corrupted masculinity as vehemently as the opposing view that it s a mockery of these ideals. It won t make any difference though because, every way, this is a thrilling, intelligent and shocking blasterpiece.

Interpretation And Appreciation Of The Floral Motif Arts Essay

Interpretation And Appreciation Of The Floral Motif stratagems quite a littlevasSince this is a diachronical base paper focusing on the direction in which cover aimers communicate through the workout of visual language, several(p goingicate) interpretations of the subject of botanical stresss, historical scope selective knowledge must be grantd to make a fuller go outing attainable. This chapter is vital to the study of both dimensional surface physique as it will explore the floor of cover and the reason unmatched desires to fit out onenesss surroundings.2.2. Literature reviewAs closely as the inquiry carried out exploring the innovations of 20th speed of light cover purpose and the exploration of divergent interpretations of the boded melodic theme, some considerable conviction was in any case dedicated to investigate the early muniment of paper. The basic standard of undertaking this re explore was to examine the way in which cover ap peals to companionship and to provide a more(prenominal)(prenominal) in depth understanding of the mundanity of cover origination, which is a vital element of this study. Questions that argon deriving the kink of the historical chapter acknowledgeW here(predicate) did the concept of paper originate from?What was the function of w eachpaper?When were visors and botanical haomas first use as a form of or foretellnt?The above objectives were explored by the study of literary works surrounding the topic of the business relationship of paper, combing knowledge from books, journals, interior design magazines, and the learning from internet sources. The closing dissertation will root these forelands and go down on relevant conclusions concerning the innovations of two dimensional surface design.The literature review in this section is intended to name the sources employ and does non attempt to evaluate the categorised research which underlies them.For this historical c hapter a flake of sources subscribe to been good researched however some of the sources were more informative than others. Wall Papers of France 1800-1850 by Odile Nouvel (1981) gives a comprehensive report of the chronicle of cover dating back to wallpapers before the nineteenth century and also refers to British wallpaper design. A similar book in terms historical background information which was also studied, wallpaper in America From The Seventeenth Century to World War 1 by Catherine Lynn(1980) concentrates more on the panaches of wallpaper and refers to British and French influences on American Wallpaper design. Chapter three Eighteenth-Century English wallpaper calls devotes 36 pages of regular(prenominal) wallpaper styles, radicals and patterns from this century including an in depth section on blossomed patterns. Whether printed in distemper or varnish colours, or whether flocked, floral motifs derived from cloth prototypes form the coarsest category of repeat ing patterns in this relatively large group of wallpapers cognise to have been utilize. (Catherine Lynn 1980 p52) this chapter will be more relevant to later sections of this paper due to the specific information on the interpretation of the floral motif and also the detailed annotations of the provided images which clearly demonstrate the style as strong as the predominant characteristics of wallpaper from the 18th century. The Floral home institution by Leslie Geddes-Brown (1992) is a real good informative source referring to the tale of the floral motif which was a more difficult subject to c attractive artroad down using internet sources.More up to date sources which were looked at closely include Lesley Jacksons Twentieth Century Pattern Design and clear up The Wall by Lena Lencek and Gideon Bosker which twain examine pattern as a quintessential procedure of the 20th Century design recital. Both authors provide a brief, informative history of wall coverings since th e 15th century and arouse that wallpaper oft reflects the cultural climate of the era of which it was produced. Timothy Brittain-Catlins A Papered History states that wallpaper was for, who chooses it, who pays for it, who it applies to and who appreciates it be all questions that have had different answers at different times. (A Papered History p7) The three books mentioned above will be real useful in terms of putting into context how wallpaper designers, historic and contemporary, are influenced by their social surroundings which in result allude the aesthetic qualities of their designs.The most valuable source however has been the wallpaper history website which lists and allows access to online obligates which provide a very detailed insight to the history of wallpaper. The most relevant articles relating to this chapter have been by Alan Benjamin ( two hundred9) and Babara Krasner Khait (2001) where both texts are designed as an aid in comprehending the many another(pr enominal)(prenominal)(prenominal) facets of todays products. Benjamin in particular refers to evidence of wall coverings which dates back to thousands of years B.C, with the use of subvert drawings and although this does not resemble wallpaper as we know it today it does stand for mans earliest desire to decorate ones surroundings. The history of wallpaper chapter in his article provides a very specific and technical overview referring to the development of wallpaper and how it was apply functionally as well as aesthetic purposes in the sixteenth century to keep out the cold and damp. Both articles are very well written, being short yet adequate and objective historical accounts which are essential for this paper.Where did the concept of wall coverings originate from?According to archaeologists, the custom of decorating walls dates back to several thousand years B.C in the form of subvert drawings and motionless to this day it is un original as wherefore ancient ancestors chose to decorate their surroundings. The two major theories concerning the reasons behind these graphics are explained as press fulfilment and aesthetics of art. Although this does not resemble wallpaper as cognize today, it does signify mans earliest desire to decorate his surroundings. (Benjamin 2009) The ancient Egyptian and popish civilization are also noted in history to have piebald their living environment in a highly case-by-case manner expressing two dimensional portrayals of visible and invisible beings Earth and the humanity of the Gods. (Benjamin 2009)Wallpaper actually begun in ancient China, first because the Chinese invented paper, and secondly because they glued rice paper onto their walls as early as 200 B.CWhat is the function of wallpaper?The use of wallpaper initially began as a cheap substitute for tapestry and panelling. near historians believe that the use of wallpaper dates back to the 1400s. (Krasner-Khait 2001) The first wallpapers in England were ind ividual sheets, decorated with geometrical woodcut patterns and printed in black ink on pale paper by a hand operated press. These papers could have been utilise for anything from covering up an unfortunate space, concealing uneven plaster guide or as an groundbreaking alternative to hanging pictures on the wall. (Brittain-Catlin p7) Homes were built of stone during this period so the main function and practicality of these hangings was used to keep out the cold and damp. Wallpaper was soon to run low the poor mans tapestry, an imitation of the expensive textiles used in royal households.Elizabethan England saw a higher demand for wallpaper as its customaryity increased. The elite of society were accustomed to hanging large tapestries on the walls of their homes, a tradition from the middle ages. (Wikipedia, the disembarrass encyclopaedia) These tapestries added colour as well as providing an insulating layer amid the stone walls and the room, thus retaining heat in the roo m. However, tapestries were very expensive and therefore only the very rich could commit them. For the not so rich members of the elite, they turned to wallpaper to brighten up their rooms as they were unable to unless tapestries due to price or wars preventing international trade.Throughout Europe, a fascination began with these papers that offered protection a consumest dampness and improved ability to handle fireplace smoke.In the ordinal century, when skunk outturn, innovated materials, and printing techniques cross pollinated with an unprecedented fluidity of traditions and designs, wallpaper leapt from its privileged slip as a covering for the elite to become the truly democratized and democratizing purveyor of internal elegance refinement and in some cases, downright kitsch. (Lencek and Bosker, 2004, p9)When were flowers first used as a form of decoration?It is extraordinary how floral art crops up in every century and civilization. there is evidence of a detailed wal l painting from ancient Egypt that depicts geese grazing from grasses and tiny red flowers which dates back from 2550B.C. Indeed if a tribe or nation does not respect and recreate the beauties of nature, it has superficial claim to be called civilized. (Geddes-Brown 1992 p8) The flower was used as a symbol and sometimes reflected religious beliefs. The Iris and Lily were both symbols of royalty and the Virgin Mary and were favorite subjects of renaissance painters. It is a slue to identify floral art and decoration only with the chintzy, the countrified and the snug though all these styles have tremendous charm. Flowers can be architectural (the Greeks used palm and acanthus leaves for their capital), political (roses and thistles were secret Jacobite signs) and perhaps even blue (the blood thirsty cultivated dahlias and zinnias). (Geddes-Brown 1991 p8)SUMMARY3 prudish wallpapers entrywayBeing noted as important era in the history of wallpaper design, a considerable keep down of time was dedicated thoroughly researching Victorian wallpaper. This is an important chapter in the study of the floral motif as this period not only put British design on the map but also redesigned wallpaper all over the military man and is serene, to this day, touristy within the interior market.As well as the typical characteristics of Victorian wallpaper, much attention will be given to the research of British designer William Morris, who not only was a one- man pattern-making phenomenon, but was also the founding father of the arts and crafts movement.The overall aims and objectives of this chapter will draw conclusions as to why this period of design was so revolutionary and why Morriss designs are still used to influence todays designers. It will put into posture how wallpaper has developed with the ever changing society and how the subject of the floral motif has morphed from a realistic re arrayation to a more abstract and simplistic form passim the centuries.Li terature reviewThe Victorian era, was a grand time for wallpaper featuring over embellished designs. Floral Prints were very popular in Victorian England. Print upon print lined the interior walls of rooms, generally in a rich and bowed down(p) colour palette. Dark red, feeding bottle green, chocolate brown, maroon and deep glowing blue were predominant in a great profusion of pattern and ornament. The advent of mass production of wallpaper put the cabbage rose and arabesque patterns within the budget set off of practicality of every home.Designers much(prenominal) as William Morris and his lyrical interpretations of nature, hand-printed by the wood freeze down method, came to symbolize Art Nouveau.William Morriss first wallpaper designs started to appear in the 1860s. They came as a slightly later edition to the textile designs. Morris himself was not a big fan of wallpaper for interiors. He much preferred the thought process of using hung textile work, such as tapestry or h eavy fabrics framed as panels, which he saw as more conventional for interiors than the evenhandedly recent wallpaper industry. Another reason was the difficulty in achieving a good and truehearted reproduction of initial design work. Morris was a definite perfectionist and was not prepared to take on a mean(a) if the results were to be less than perfect.William Morris maintained that beautiful surroundings improve the spirit of life, and that all of the elements which play a part in the overall style of an interior, textiles and wall coverings are among the most important.Whatever you have in your room, call back first of your walls, for they are that which makes your house a home William Morris (1834-1896).William Morris Floral wallpaper designs.Naturalistic flowers and fruit were characteristics of early Victorian wallpapers initially, they were superimposed on Graeco- roman print architectural backgrounds but in the 1840s they were intertwined with elaborate scrolls and c artouches.By the 1850s, however, design innovators such as Owen Jones and AWN Pugin had rejected this naturalism in favour of flat, formalised patterns. bath Ruskin whose theories on design had a big tack together during the second half(prenominal) of the nineteenth century, rejected the whole repertory of Renaissance-Classical cosmetic motifs as prefabricated.William Morris, the control light of the arts and crafts movement of the 1870s and 1880s generally shared the views of Pugin, Jones and Ruskin. He believed however that flowers used in textiles and wallpaper designs should be happen uponn to be increment naturally. Motifs from nature, though flattened and stylised, were clearly outlined and recognisable in is patterns. They contain their fundamental characteristics, yet their style was so emphasised. Morris and other Arts and Crafts artists were emaciated to the natural humankind for their imagery. Morris himself dismissed the exotic hothouse positions so popular wit h the Victorians and instead drew his floral motifs from his garden and the English countryside. Marigolds, honeysuckle, jasmine and lilies were among the flowers depicted in his wallpaper designs.Morris believed that the construction of patterns was of crucial importance, as he explained if the lines of them grow potently and grow gracefully, I think they are decidedly helped by the structure not being elaborately concealed. His designs were rigorously constructed, on either a symmetrical diamond design framework or a severalise framework that created a bower effect. Willow boughs or scrolling acanthus leaves were used as a structural background in a shape of Morris designs. umpteen of his designs also included complex, subsidiary patterns of small flower growing from meandering stems. His insistence on the highest standards of design is apparent in this quotations no amount of delicacy is too great in the drawing of the curves of a pattern, no amount of care in getting the l eading lines right from the first. reckon that a pattern is either right or wrong. It cannot be forgiven for blundering. A failure forever recurring torments the eye. William Morris (1834-1896).(images)Wallpaper analysisMorriss first mercantile wallpaper designs, as can be seen in the first two images here, Daisy and Pomegranate, were very much a case of casted motifs on a fairly simple and plain background. Some of the motifs were actually reproduced from Morriss medieval style tapestry work, usually from incidental backgrounds or lower foregrounds where they were used to fill in spaces around the more important human figures.Both Daisy and Pomegranate were produced in the mid-1860s and reflect very much the simplicity of much of Morriss early textile work. In fact, many of the designs initially produced for textiles did end up as wallpaper patterns, with very few changes in the design, if any.By the 1870s Morris wallpaper design work had become much more accomplished, and there fore much more complex. in that location is very little, if any plain background to be seen, and whereas the earlier examples were largely independently stamped on to a surface, the later examples are clearly intertwined with all(prenominal) other, making it difficult to see any obvious motifs.The three designs shown, Larkspar, pimpernel and Chrysanthemum were all produced in the 1870s. They clearly show the confidence in the design work and the modal(a), and are therefore much more fluid and free form than the earlier, more tentative work of the 1860s.It would be tempting to see some of the fluid and meandering flower stems, rich, full flowers and languid leaves, as an indication of the roots of Art Nouveau, and small-arm there is a certain similarity in some of Morris work, it is also firmly rooted within both the British Arts Craft movement and the styles and fashions of the mid-Victorian design founding.What makes Morris wallpaper design work stand out from others of the comparable era is the meretriciousness of the compositions. There is a real observational passion for the natural world that is missing from so much of Victorian floral derived work. To Morris, these designs could not scantily be interpret as pretty, or attractive, they were much more. They were indeed part of his lifes work and passion. They were a record of the British traditional rural landscape, one of nature and human in a harmonic symbiosis. The intertwining of much of his floral work could be interpreted as a framework in which we are all a part, which is one of the reasons that Morris disliked geometry as a design tool, as he interpreted it as a celluloid system for trying to quantify the natural world, sort of than allowing the natural world to quantify itself.The Acanthus wallpaperThe Acanthus has been widely used since early times. A plant with plain-spokenly indented and scrolled leaves it was a frequent element in Greek and Roman architectural ornament as noted in chapter 1 and a widely used Renaissance Motif. It has appeared in textiles over and over again, from Italian velvets to Arts and Crafts prints. William Morris said of it, No form of ornament has gone so far or lasted so long as this it has been infinitely varied, used by almost all following styles in one make for or another, and performed many other office besides its original one. salient lead verdure tapestries, employing foliage in soft greens, tans and browns on a dark blue background were manufactures in France and Flanders in the Sixteenth century and greatly influenced William Morris designs for wallpaper. Many designs of the 1890s including a number of William Morris prints incorporated the large swirling patterns of Acanthus scrolls or other classical floral motifs from the sixteenth and seventeenth century.(type up literature review)British Wallpaper in the seventiesThe Revival of Art Nouveau in the seventiesOver half a century afterward the initial movement of Art Nouveau, it re-emerged for a second time in the 1970s. This however was not the only art movement that was rediscovered and re-energised in 1970s wallpaper design. The Art Deco movement was of particular interest which influenced two dimensional surface design, but also aesthetic qualities from a number of Victorian art styles were reincorporated including the works of William Morris and the Arts and Crafts movement.What where the reasons for the re-emergence of the Art Nouveau movement?However, the generation that came after the Modernist outlook the 1950s and 1960s, started to trawl through the ephemera that had been left behind by nearly a century of Victorianism. A new generation of textile and wallpaper designer, who had little if any of the prejudice against nineteenth century design that was shown by previous generations, were keen to examine the design work and if mathematical produce work that was stir by the original, but with a contemporary twist.There was a wide range of work produced in this neo-Art Nouveau style. Some was close to the original idea of using florals and incorporating the sinuous line that was present in the original style. Interestingly however, although this seemed like a kick against the ideas of modernist design, many of the ideas and philosophies of twentieth century design were incorporated into these new Art Nouveau inspired patterns. Many of the colour schemes for example, were heightened and changed altogether to fit in with interior schemes that were based on an entirely different set of parameters than the turn of the century originals. There was also less of an emphasis on the portrayal of floral design and much more on a vaguer, even abstract timber to the design work, which placed the emphasis firmly on pattern and shape, rather than any form of representational design.Much of the design work reproduced here (refer to images) is interesting as, although it does represent a re-emergence of interest in past styles, it does not descend into pastiche or plagiarism of the original decorative style. This is not the Laura Ashley style of design, which was more or less a slavishly faithful copy of the period it is more an interpretation of a design style as seen over the gulf of the twentieth century. Designers saw no microscope stage in reproducing faithful copies of the Art Nouveau style, as reproductions were already on tap(predicate). However, they also saw no point in producing new work that copied the style on the dot as no one could pretend, as Laura Ashley did, that seventy years of the twentieth century had not happened.These Art Nouveau revival wallpapers give a captivating opportunity to picture two points in the history of design, the gap between them and how that gap affected the process of design and interpretation.Wallpaper design was still popular in the 1970s, though beginning to lose out to painted walls. However, it was still a mainstay in many homes and would continue to be s o for the rest of the decade. This popularity meant that the choice and range of design work getable was fairly large compared to todays choices. Geometrically derived patterns, as the ones shown here, were still popular throughout the decade, as were all forms of floral, from the traditional realistically looking flower patterns, to popular graphic interpretations.All of the patterns shown here are of wallpaper designs from around the 1970s. They all take the flower as their source of inspiration and its subsequent decorative effect. All are basically flat pattern designs, some more abstract than others, but all still using the flower as a standard motif.Wallpaper AnalysisTaking a flower down to its basic components, you are left with four petals and a vizor centre. There are of course endless variations on this theme, with the petals multiplying or decreasing, though four tends to be the lower limit. The centres can also range from a fairly complex pattern with a number of diffe rent centres, to a very simple but strong circle. Some of the flower motifs in these examples have become little more than geometric shapes with the flower becoming so abstract that it is barely recognisable as such. However, that does mean that the design is not a floral, no matter how far removed it has become from the original inspiration, it could still justifiably be classed as a floral decoration pattern.Often, by including more than one type of flower motif, the pattern can take on a more complex appearance. In this way patterns can then sit within patterns, so while the petals and centre of the flower can produce a decorative effect within its own right, a self contained pattern, these can then be used as multiples, creating another pattern. If a different flower motif is then introduced, that flower has a decorative effect of its own and if place with the original flower motif, they contrast with each other, thus creating yet another pattern effect. This can go on so tha t a number of more complex layers are added, though care should be taken not to overload the design, which can become confusing the more elements that are added. This can be a particular problem with wallpaper design whereby a pattern effect has to be able to be interpreted easily from a distance, but must also be effective when seen close up.Another interesting effect that can be used is when flower motifs overlap each other, creating an opportunity to produce yet another flower motif, and by changing the colour tone slightly, this new flower design will appear as if still connected to the coincide decorative flower motifs, while retaining some independence from them at the same time.Colour and tone is an important element, particularly within flat pattern where it is sometimes difficult to give the design elements that make up the pattern enough differentiation for it to have any effect, particularly from a distance. By using similar colours or one colour with different tones, i t becomes much easier to see separate elements of the pattern while still maintaining a balanced piece that appears to be both harmonious and effective.The art world has introduced countless ideas and methods that have been reinterpreted by both textile and wallpaper designers. stimulus generalisation and colour and paint techniques in all their modernist facets, have been used repeatedly and constantly by designers who were keen to add to the repertoire of the industry. Large bold patterns, still with the flower as its centre of inspiration, have been part of the wallpaper industry for a long time. By interpreting and often reinterpreting for the medium concerned, effective large repeat patterns have been produced that seem to have little to do with a mass production industry, but are still mass produced nonetheless. These patterns often appear to be less constructed and less precise, often giving the illusion of spontaneity and creativity, the hallmarks or at least the common int erpretation of much of the twentieth centurys fine art output.This is by no means a comprehensive interpretation of flat design. It only gives a few ideas as to the complex nature of this style of design and the number of variations that are easily achievable. In Conclusion flat design appears to be much more creative and inspiring than traditional floral naturalism for example, with endless opportunities to both simplify and complicate the same pattern motif.(Images of 1970s wallpaper)MethodologyIntroductionWhen embarking on a topic of research, all of the possible methodological factors must be taken into account as sources of information are of great importance. Decisions ave o be made into which method of data collection to use to achieve the greatest information specific to the question at hand. In ordain to try and limit out as much information about the topic and area being disgussed, a variety of acedemic sources were needed, such as books, journals and the internet. Thes e academic sources wer all accesed in a selection of different places. Despite a wide variety of ship canal to find all of this information, the information did not come without its problems.Finding the informationThere are many ways of findng the information that is needed. Most of the information in relation to this study was found in the university library in the textiles department. This was done by searching for and looking through relevant literature in the books that were purchasable in the library. Finding books for relevant information was one of the first things that had to be done in enjoin in order to find background inforation on the topic, such as what work had already been done in the area. Books were also then found in order to find informaton in relation to the question being asked through the use of search engines, which produces a list of books/journals with relevance to keys words, authors etc.The internet was also used as a method of secondary resourcing. This was used to find websites such as the Wallpaper History website which provides links of online aricles referring to the history of wallpaper and the innovations of wallpaper design. The internet also allowed journals to be found online, this allowed access to more up to date literature which was not provided by the available books in the library. Journals are also quick and easy to find, simply using the search engine tool online, a large number of journals become available to read. These journals were used in the same way as books, to find background knowledge and to help find information towards the question.The books and journals especially, helped to find vital information on the topics of the innovations of wallpaper design and how designers have put their own stamp on the very popular floral motif which has developed with te ever changing society. This is all acedemic wock which was needed in order to answer the question as thoroughly as possible.InterviewsInterviews give a r icj insight to peoples biographies, experience, opinions, values, aspirations, attitudes and feelings. Interviews were taken place in The Temple Newsome Museum which is celebrated for its wonderful collections of fine and decorative arts, especially paintings, furniture, silver, ceramics, textiles and most importantly wallpapers. James Lomax the exhibition curator who specialises in the 17th 18th and 9th century was oppugnd. This was to obtain an insight of a professionals view on the matter.Using interviews as methods of colecting data proved to be a authorized source of researc. This is because of the specific questions are asked with a reliable reply relating to the subject matter. Data can be obtained easily and resourcefully using certain questions.Interviews can be delivered in a structured or unstructures form. Consideration was given to the type of interview that was carried out to gain the best results. There are both advantages to consider when chossing the most approp irate one. organize interviews are seen as having set questions. These questions are asked and recorded on a standardised schedule. The question cannot be modified during or after the interview. In contrast an unstrctured interview is less formal, where the interviewer has a greater flexibility and freedom. It was thougt that an interview towards the less structured theory would be more effective as the researcher did not want to domain the interview. Planning was essential for the process.LimitationsLimitations include trying to find books that were relevant and that were also up to date. As a way of traking this because the university library only had a limited amount of books available on the floral motif, inter library loans were used, this is when books can be loaned form other university libraries. This however can be very time consuming because people may already have the books out and even if they havent it can take a few days before the ooks arrive to be collected. Anothe r disadvantage of using the library which proved to be a problem in the stages of research was the opportunity for others to put a take for on books which were already loaned out. This not only adds pressure to the researcher but limts the time available to read through the books and to thoroughly digest and understand the information provided.

UK Market Entry Strategy for a Mobile Phone Operator

UK Market penetration St regularizegy for a ready skirt OperatorThe introduction of ready address wait on in the join acres was launched in 1985 (BBC parvenus, 2005), however the beginnings of this engineering can be traced to its mathematical region by the Swedish police in 1946 when they tested a radiocommunication mobilise (Free-Definition, 2005). In terms of modern technology, Bell Labs, a division of ATT, pioneered cellular technology in 1947 and exited the commercialize in 1984 as the high society believed the commercialize would non develop to the point of being viable (Wharton School of Business, 2000). Interestingly, ATT tenner years later would pay McCaw Cellular Communications $12.6 billion to recrudesce a cellular reverberate operator (USD) (Wharton School of Business, 2000). The words meandering(a) phone translates a term that encompasses cellular, satellite as rise as any lawsuit of phone that provides mobility on a wide eye socket scale (Free-D efinition, 2005).It must be remembered that at onces cellular technology is based upon radio wave transmission that successively was pioneered by (epanorama, 2005) crowd together Clark Maxwell in 1864 with his electromagnetic radiation theory c every last(predicate)ed Maxwell Equations.horse parsley Graham Bell in 1876 when he invented the telephone.Heinrich Hertz in 1887 with his discovery of hertzian waves that be today c eached radio waves.Guglielmo Marconi in 1896 who conducted the first radio transmission.Radio frequencies pre loomd the wandering telephone persistence finished the 1960s until the unavailability of these frequencies resulted in the development of cell-based ne tworks to solve the frequency congestion problem in the 1970s. And eon the first modern wide awake telephone call is created to Motorola on 3/04/1973 when Martin Cooper placed the first call on the streets of New York to Bell Labs. The first cellular phone network was actually positive in 1981 by No rdisk Mobil Telefon (NMT) which was based on analog technology (Free-Definition, 2005). The preliminary is acknowledged as the beginning of the cellular telephone manufacturing and the resultant boom that exceeded all expectations.The cellular industry in the united acres is currently dominated by the pursuance quadruple major companies (BBC News, 2005)Vodafone orangishT- sprightly, and02In the face of the preceding, British consumers excite been lodging complaints ab come out of the closet overcharging, insurance cover succession aras and dropped calls which has prompted easyGroups Stelios Haji-Ioannou, (easy lively, 2005), Fresh and Virgin Atlantics Sir Richard Branson, among others to announce that they be entering the fray to better serve consumers. This saucy round of developments in Britains cellular industry is an out product of inquiries by the United soils Office of Telecommunications (Oftel) that announced that British cellular phone companies quadruplet largest operators were overcharging callers by as much as 15% (McDonough, 2003). The preceding has candid the door for naked and smaller companies to respond to consumer complaints and the corresponding merchandise placeplaceing curriculum to gain a foothold by dint of new service.The fruit of cellular telephone communications in terms of technology, services, companies, handsets and grocery store penetration has emergence in the short period of 20 years to the point where 85% of all United Kingdom households have mobile phones (Mobile Operators Association, 2005) which translates into 9 out of every 10 British consumers using a mobile telephone (BBC News, 2005). The convenience crannyed by cellular services has exposen consumers increase their utilization grade to the point where the total number of minutes consumers made on cellular calls al almost doubled during the period 2000 to 2004, from 34 million minutes to 62 billion minutes (Mobile Operators Association, 200 5). The most pregnant development is that in 2004 the revenues of mobile voice and data companies at 12.3 billion exceeded fixed-line revenues for the first time in U.K. history (Mobile Operators Association, 2005). The preceding information is important in understanding the furthest reaching impact, importance and inculcation of the mobile telephone in todays lifestyles, both in personal as well as moving in use.However, this unprecedented growth is non without its problems. Sir Richard Branson the charismatic owner and return of the Virgin Group has stated that the mobile phone industry in the United Kingdom is rip-off Britain at work again (Pearse, 1999) and that scarcely anyone is getting a good deal (Pearse, 1999). His statements have been supported by much(prenominal) events as2001 Regulators launch unannounced inspections in bell-fixing investigation (Broersma, 2001)2001 Mobile phone companies slammed for targeting children (Wearden, 2001)As well as guest service, insurance hails, coverage, dropped calls, highly periodic evaluate, high per minute rates, roaming charges, 12 month contracts and billing practices. The unaffixed for all at the top of the cellular food chain has created customer dissatisf natural process with the big quad and they be seeking alternative solutions to what was once a novelty. And therein lies one of the biggest shifts in consumer viewpoints, and thusce the industry as a whole. at one time reserved for business individuals and pep pill income demographics, the cellular phone is no longer looked upon as a luxury or business item. Consumers see it as a necessity. Cellular telephone market penetration in the United Kingdom has reached the point where cellular phone self-control exceeds cytosine% of the countrys total population (cellular news, 2004). The industrys biggest complaint is high per minute and monthly service charge rates. The per rate employment go tariffs for anytime minutes, monthly call a llotment and pay as you go plans differ widely, thus the plan programs tend to be misleading and salutely. slacken 1 Monthly Calling rates in the United Kingdom* (Vodafone, 2005)** (O spue, 2005)*** (One2One, 2005)**** (BT,2005)The above Table indicates the variance between companies for the same basic monthly plans and how longer term contracts result in start monthly address per call. The complexity arises when one attempts to calculate the calling time per minute inside these plans and the variables attached. As a point of reference the following is a par of rate plans on a pay as you go canTable 2 Pay As You Go in the United Kingdom* (Vodafone, 2005)** (Orange, 2005)*** (One2One, 2005)**** (easymobile, 2005)The good of the pay-as-you-go plans is that there is the lack of a contractual cargo for a monthly charge, thus depending upon which high society you select the rates are slightly more per call. EasyMobiles promise to slash rates seems to offer British consumers wi th a viable choice to the a 15p across the carte du jour rate that is the calling rate for the monthly plans. While the Virgin Mobile web site for the United Kingdom is not finished, information was obtained that indicates that the proposed pay-as-you-go rates should wind up being 15p for the first 5 minutes of calls on a daily basis, and then rolling down to 5p there afterward for all calls made to standard United Kingdom locations as well as other Virgin phones. Calling other mobile networks forget cost 35p (Wikipedia, 2005).In the instance of both the monthly plans and the Pay-As-You-Go plans, customers are aimd to bribe their phone at a cost ranging from 50 on up. in that respect are also the free phone offers that carry contract minimums of varied prices.The British mobile phone market is highly competitive as well as being a mature market. According to ostiarys (1998) generic strategies, firms fall into two enormous categoriesfirms that utilize an advantage in cost, an dfirms that use differentiation as a means to create a difference between themselves and their competitors.The mature and realized nature of the British mobile phone market sees companies such(prenominal) as easyMobile, Virgin Mobile and Fresh committed to stealing market share from the big four, Vodafone, Orange, One2One and BT through the utilization of slashing cost to achieve gains in market share. The four major UK mobile phone companies also offer a b way array of services and phone characters along with the varied plans to go with them. These services, such as video calling, Internet access, text messaging, along with phones that provide camera and streaming capabilities plus a host of features are designed to line high pro agree leeways. The determining factor is price and the big four companies while cognizant of this aspect (price) are focusing on promoting the service and phone features as their major marketing push, along with the advantages of inter-service callin g (same network). These services appeal to unsalted adults, professionals and companies where the monthly be or image fit their lifestyles.But, there are segments of the market where the be of mobile phones has become a budgetary concern along with those whose credit does not qualify for monthly rates. These groups represent a sizeable share of the market and this is where the low cost providers are seeking to wrest market share a panache as well as take advantage of the tremendous growth dominance difference in this segment of the market.Prepaid Market SegmentThe UK cellular phone market, much like those in other countries, has penetration limits in garnering consumers as there are segments of the population whose credit ratings did not and do not qualify them for the service contracts. This reality was roll in the hayd by cellular providers and the postpaid segment has been the number one driving force in the growth of the United Kingdom cellular market over the past 5 yea rs. In 1998 Vodafone gained 300,000 new contributors of which 127,000 joined using the Pay-As-You-Talk plan, or 42% (silicon, 2003). Similarly, Cellnet garnered 80,000 new customers for its Easylife pre-pay plan (silicon, 2003). And while the pay-as-you-go customer represents the least profitable base for cellular phone companies, their be and the marketing opportunities they represent in service trading up as well as increased customs duty makes them important as a group.The four major UK mobile phone providers have recently indicated their willingness to forgo utilizing low price leaders such as pay-as-you-go plans to attract new lectors. The maturing of the cellular phone market has caused companies to look at profitability and to switch marketing emphasis on profitability per proofreader (BBC News, 2001). This was prompted by a study that showed a high percentage of pay-as-you-go customers were not regularly using their phones. The companies indicated that the marketing a nd sign up costs for this customer category was consuming a high budgetary percentage, thus the close for the decreased emphasis (BBC News, 2001). The average prepaid customer brings in just now one fourth of the revenue the monthly subscribers generate ((BBC News, 2001) thus the shift from attracting more prepaid customers to retention and upgrade as these customers are already a part of the marketing data base and the cost to increase revenues from this classification is far less.The following will offer and analysis of the prepaid cellular segmentAgeAn Accenture survey conducted in 2002 found that to the full 73% of children from 10 to 17 used mobile phones. It is interesting to abide by that the majority of these respondents believed that gaming represented a major phone function with 91% describing the games as either poor or just average. Thus, age does represent a significant aspect as these children grow into teenagers and young adults. Cultivation of this market is dee med as being able to yield more benefits in terms of future subscribers familiar with cellular use and thus higher revenues per subscriber than the general prepaid profile.OtherNot all prepaid customers are either young or in the upper age brackets. There are a number of valid potential future revenue generating customers within this segment who are either on current prepaid plans as well as those who have not yet taken on a mobile phone. In numerous instances a change of circumstances would represent a different employ pattern (analysis.com, 2002), Budget ConsumerThis classification can take in many a(prenominal) differing profiles. From those consumers who either see the mobile phone as a convenience, sooner than as a daily phone tool, as well as consumers who just do not utilize the phone for personal or other calls. The budget conscious look to actively limit or manage their mobile phone usage to oblige the cost of ownership in a defined pre-set budget range.Fixed IncomeIndi viduals on disability, unemployment or in retirement represent subscribers on limited incomes. In well-nigh instances, such as retired or some fixed income, the circumstances will not change. However, eliminating potential subscribers on the basis of theoretical potentials in such a highly competitive market could overlook the radiation advocator these people represent in terms of word of mouth possibilities. broken IncomeIndividuals occupying the lower demographic profiles do not have the income to spend on either a mobile phone or excessive usage. The limitations of income keep this group in the low revenue classification. Changes in circumstances, the economy or other reasons could affect income and thus a change in usage patterns.Bargain ShoppersThe demographics of this group spans basically all income classifications in varied percentages. They represent bargain shoppers who look for the best rates and their usage patterns can change widely restrict UseThe groups within this category can range from the average UK citizen in any demographic profile to individuals with multiple residences, or people who regularly travel between the United Kingdom and another(prenominal) country.The preceding summary illustrates that although the prepaid market has been classified by the major four mobile companies as a low revenue generator, there are significant revenue potentials within this group that can not be qualified, yet are there.Chapter 4 Market Entry StrategiesThe preceding analysis of the British mobile phone market, along with a study of the four major companies within that field has uncovered the reasons as well as rationales for the existence of the huge pre-paid market within their subscriber base. And while the opportunities for further penetration of the market are limited, the opportunities within the mobile industry sector are definitely there. In addition to the beard entrance into the market of teenagers coming of age, the existing cellular and non-cellular prepaid market offers authorized growth and profit opportunities for a firm that grasps the subtle nuances in the market and crafts approaches, pricing plans and marketing efforts to reap the rewards. In order to equate admission into this market, an examination of the concern and related methodologies will precede the marketing adjure strategies.2.1 Management and Strategic MethodologiesPorters (1998) generic strategies indicates that firms fall into two categories, the ones that have an advantage in cost and the ones that use the principle of differentiation. friendship to this understanding means that a firm will thereby recognize its strength and thus concentrate efforts to maximizing this effect. The opportunities in the prepaid cellular markets lies in cost leadership as the driving marketing foundation. David (2004) concurs with Porters (1998) assessment in advising companies to Establish association Direction David (2004) indicates that this be accomplish ed through the development of a fellowship vision, the setting of objectives to be achieved and attained. In addition he mentions crafting a dodging that seeks the opportunities inherent within a market and then devising consumer set rationales to formulate a strategy to achieve these goals.Arnolds (2003) modes of Market Entry delves further into the theories raised by Porter (1998) and David (2004) and states that The central managerial tradeoff between the alternative modes of market entry winds up being lay on the line and control. He goes on to add that when one minimizes risk that company is seeking a low intensity David (2004) mode of entry. This means that the company will select the safer courses of action which also do not require the depth of commitment by precaution to map out the precise corresponding course of action to maximum success. The deeper a company delves into the nuances of the market and competitive approaches, the more skills on the part of the compan y are ask to be worked into the system to handle these demands. These are the places or segments that the major firms are either ignoring, divesting themselves of or have deemed unprofitable.In reality these are the segments of the market that require more attention to detail and closer monitoring to precise opportunities as they present themselves, or via cultivation whereby the consumer is reached with compelling reasons to increase their expenditure. As illustrated by the varied classifications of prepaid subscribers as well as non-subscribers the opportunities exist to wrest profits in the exercise of Wal-Mart like efficient operations and economy of scale modes. Wal-Marts retailing example paved the way for a low cost market position to be the road to high market share and thus the resulting economies of scale. By minimizing costs a firm can generate profits from a low margin via operations and systems that cater to and serve consumer needs. The preceding is at the core of Da vids (2004) market entry concepts. A firm must equate the course of risk, and competence it brings to a particular market opportunity in fruition of the capabilities and resources of competitive firms, and thus craft a strategy that takes advantage of nuances as well as quarks within the market that have either been lost or deemed unprofitable.Johnson et al (2001) indicates that putting the firms strategy into action requires a company to organize itself for success. Exactly the points made by Davids (2004) market entry topics. Every industry leader has devised systems, administrative functions and general operations to be sensitive to all developments, consumer trends, market opportunities and unexploited areas to dominate their industry group. Microsoft, Mercedes Benz, Wal-Mart, Dyson and others have done this, paid attention to the smallest of details and then exploited them in the marketplace.Marketing Campaign StrategiesGiven the cellular phone penetration rate in the United Kingdom, whereby 9 out of 10 people use the services of a mobile phone (BBC News, 2005), a wholesale polish up on the market taking on schematic as well as known companies represents a frontal attack on fortified earth. A glorious charge, but prone to the cost of either failure or dismal results. Well-entrenched competitors also have ground to defend within their fiefdoms and attrition can occur by seeking out the disenfranchised as well as defectors and cast offs. The major four mobile companies have indicated their focus on profitable subscriber segments thus devoting fewer resources to the attraction of prepaid subscribers. This opens the door to cultivate new market entrants from the teenage classification as they mature each year, as well as theBudget ConsumerFixed IncomeLow IncomeBargain ShoppersLimited Use,segments which represent low profit generation groups, but in meaning(prenominal) enough numbers whereby economies of scale can be employed. This so called give notic e side of the market is not without its difficulties in that lower margin generating subscribers all the same expect first class service. And this all has to be accomplished using rates that compete with and beat those of easyMobile, Virgin Mobile and other firms concentrating on the prepaid market segment as a means to either growth or opportunity.Market Entry StrategiesWith the internal administrative functions and systems in place, or planned the company can execute is strategies for market entry. The following maps out the steps in sequencing of accomplishment of the foregoingPlanning inseparable ImplementationExternal LinkagesMarketing StrategiesServiceThe applications and areas of concentration with respect to the preceding, are as followsPlanningArnold (2003) , Johnson et al (2001) and David (2004) all illustrated the importance of focusing on the goals and objectives and then planning out the steps leading to market entry. This entails management examining, questioning and devising systems and functions that will be needed to respond to the demands of the business being taken on. In the case of the entry into the British mobile market the state of market maturity and saturation along with established operators in a cost competitive market, the only viable market segments open are the marginal profit base profiles.The major mobile companies did not plan for or implement their operations to handle this type of business from the onset, thus their practicable models are not profitable at that end. The utilization as well as concentration on subscriber profitability through new and added services as well as more features in handsets represents their commitment to trade up marketing for growth in a saturated market. As a result the lower profitability subscribers are offered basic services at a higher rate. Through planning to wrest profits from this group via a Wal-Mart type of approach from the onset, builds an organization to fit the marketing realities .Internal ImplementationOnce the planning concerning systems and functions has been completed and tested it needs to be implemented internally as a working environment. Incentives based upon identifying and lowering internal operational costs while maintaining high service aims are management tools to address the cooperation and commitment of managers and employees.External LinkagesOutside services and equipment needs such as network costs need to be put in place. The most important aspect of this segment are utilization contracts where when certain numbers are achieved, costs are reduced. This provides built in profit incentives that management as well as the organization must set as goals, thus driving growth.Marketing StrategiesLow cost market leader Porters (1998) generic strategies identified this as a premier(a) component along with differentiation. This is the opportunity that exists in the prepaid segment of the UK market which stands in excess of 50% of all subscribers. This market segment has set subscription rates over the past five years and will continue to do so as consumers modify their cellular phone costs as well as enter the market from non-user categories such as teenagers. While the profitability quotient is lower there are rewards that exist after establishment of quality service at these rates. Much of what consumer seek entails the level of quality received per monetary outlay. As the retail price of ready reckoner hardware spiraled downward, Dell managed to garner huge market share through cost cutting direct delivery systems that enabled them to reduce stocking and return costs as well as implement higher levels of just in time delivery to reduce internal operating costs. This low price quality service and product approach became the operative model for an industry faced with saturation, lower retail costs and internal margins.The comparative costs in the prepaid market indicate that the average industry rate hovers in the 15p ran ge.Table 2 Pay As You Go in the United KingdomCompanyRatePhone Answer borderline ChargeLandlinesOtherNetworksVodafone*10p10p30p35p to 40pOrange**10p5p20p40pOne2One***Offers Flat RateBased on Calling CardUp to 10