The mega and task environments are external influencers to an organisation Essays

The mega and assignment situations are outside influencers to an association Essays The mega and assignment situations are outside influencers to an association Paper The mega and assignment situations are outside influencers to an association Paper Paper Topic: Related 1. Presentation The mega and assignment situations are outside influencers to an association and should be perceived, broke down and oversaw for the business to encounter continued achievement and upper hand in the market. These outside boosts incorporate factors, for example, innovative, financial and legitimate political components and clients, contenders, providers and workers (Bartol et al, 2003).. Associations must look outside of their conduct item advertises just and incorporate political and social elements, work preparing and work standards and enactment just as culture and qualities when settling on sound business choices (North, 1990). The components made up in the mega and errand situations are investigated in this conversation as they identify with SecurityMail, an association having some expertise in the immediate advertising industry. Tony Revell, the Sales Business Solutions Manager at SecurityMail, was met to increase a comprehension of the outside variables impacting business deals tasks at SecurityMail. This conversation plans to investigate the mega and errand ecological components that impact the association and whether all the components are recognized as being significant. 2. SecurityMail SecurityMail was established in 1980 in light of an interest for a protected mailing house and is the third biggest mail house in Australia. SecurityMail has developed into a modern data frameworks the board business with a yearly turnover of $120 million. They utilize 700 individuals at tasks in Sydney, Melbourne and Brisbane and their center business action is characterized as information and record the board (SecurityMail National Employee Handbook, 2002). SecurityMail has made a specialty in the market by offering a customized support, custom-made to meet the individual needs of their clients. They perceive that numerous customers have explicit necessities that might be one of a kind to them or their industry. SecurityMail likewise perceives that so as to have the option to meet the prerequisites of their customer base they should likewise look for and encourage a responsive and co-usable methodology from their providers (SecurityMail Company Profile, 2001). Tony Revell, the General Manager, Victoria Sales Business Solutions is all around set to watch and remark on SecurityMails relationship with its outside condition. Tony joined SecurityMail in April 2001 having originated from inside the mail handling and satisfaction industry. He has more than 24 years the board and deals involvement with the immediate mailing and concoction and logical enterprises and furthermore has a MBA and a Bachelor of Business studying Economics and Marketing. At Security Mail Tony Revell deals with the Sales and Business Development exercises and furthermore the Project Management arm of the activities in Victoria (allude to Appendix 1.1 for SecurityMails Organizational Chart). He is in steady contact with the outer condition and is required to deal with the impacts and impacts of both the mega and errand situations and talked inside and out about the impacts these conditions have on SecurityMails tasks. 3 Mega and Task Environments 3.1 Mega Environment The term uber condition alludes to the outer condition that reflects conditions and patterns in the general public that an association works inside. There are five significant components to the super condition; innovative, monetary, legitimate political, sociocultural and universal. These components are regularly outer to the range of control of the association and as such are frequently incapable to be affected straightforwardly (Bartol et al, 2003). 3.1.1 Technological Element SecurityMails accentuation is on saddling innovation to get data moved brilliantly, dependably, rapidly and safely. It is hence central that administration remain side by side of changes in innovation. They do this through enrollments on industry gatherings, diaries, providers and through data separated from the market by the business group and by participation at abroad public exhibitions. Nonstop re-speculation of capital into innovation and hardware has been basic for the association to stay serious. This re-speculation has guaranteed that SecurityMails items and administrations are satisfying or surpassing the needs of their customers. A significant number of these new advancements are at the bleeding edge in the market in which it works. SecurityMail has put resources into new hardware tackling the most recent in innovation to process customer work quicker and more effective than any time in recent memory. 3.1.2 Economic Element Tony Revell closed during his conversations that the monetary component has a significant effect on the tasks of SecurityMail. The significance reached out to national issues, for example, swelling and financing costs. This impact was felt as of late on advertise powers affecting the monetary administrations portion. Declining share costs of a portion of their significant customers affected the customers showcasing dollar and as such SecurityMail experienced diminished promoting effort work, a factor of which they couldn't apply command over. 3.1.3 Legal-political Element The association capacities under the necessary enactment administering the activity of organizations inside Australia. This doesn't hugy affect the activities of the association yet does in any case play a factor in its business choices and use of corporate administration. The new protection enactment that got viable in December 2001 effects the manners by which SecurityMail can store, move and utilize the information it gathers from its customers. The effect felt was comparative with new procedures of activity it needed to embrace to conform to the enactment yet has now recently become mostly the organization works together. Positive legitimate and political effects have been felt through the deregulation of the budgetary, media communications and utilities markets. Changes affecting SecurityMails customers through political and lawful changes has made extra development open doors for SecurityMail. Customer authoritative prerequisites can affect the activities of SecurityMail, for example, lawful mailings informing clients regarding a bank rate change. This type of correspondence is administered and likens to punishments being forced to the monetary foundation if mail isn't gotten by clients by a pre-decided date. The legitimate condition experienced by its customers is consequently moved to SecurityMail. The association perceives that it must stay informed concerning legitimate and political changes in the outside condition to guarantee it consents to significant enactment and responds to recognized business openings. It likewise should stay up to date with the lawful and political variables experienced by its customers to guarantee consumer loyalty and faithfulness and the evasion of punishments. 3.1.4 Sociocultural Element The sociocultural component centers around the perspectives, standards, qualities, convictions and practices of the segment locale in which an association works (Bartol et al, 2003). As SecurityMail just works inside Australia the effect isn't viewed as impacting SecurityMails activities. When addressed further Tony Revell expounded on provincial sociocultural components affecting the association: * The appropriation of adaptable work practices to oblige requests in the public arena for family well disposed managers. * Recognition of language obstructions and frameworks for defeating these for the incompetent assembling work power. * Challenges later on with the presentation of new innovation. Extra preparing assets will be required by the association to ability up its hands on laborers. * New innovation will likewise require work with higher abilities sets which will be more diligently to draw upon in the neighborhood. * Occupational Health Safety issues with a maturing for the most part female manual workforce. 3.1.5 International Element This component was not seen as majorly affecting SecurityMail. The main universal dealings identify with data looking for in regards to new advances and hardware. There is no move at this phase for SecurityMail to enter the global field. 3.2 Task Environment The second outside condition portion affecting on associations is the errand condition. The assignment condition incorporates the components an association must arrangement with while interfacing over the span of leading its business. Components remembered for this portion are clients and customers, contenders, providers, representatives and government bodies. As associations defy these components over the span of its tasks the association is bound to affect these components as opposed to those in the super condition (Bartol et al, 2003). 3.2.1 Customers and Clients SecurityMail has a differing customer base connecting with blue-chip organizations in the monetary administrations, broadcast communications, utilities and publicizing divisions. Since SecurityMails initiation it has been their expect to give a client arranged help that meets the changing needs of their customers and to make an all out arrangement that is coordinated, adaptable and savvy. They have made a specialty in the market by offering a customized support, custom-made to meet the individual needs of their clients. SecurityMail works intimately with their customers to guarantee that prerequisites are comprehended and met and that administration level understandings are both intelligent of the requirements of the customer yet additionally the resourcing and limit levels at

BCOM 275 Article Rebuttal Essay

Smoking bans, explicitly out in the open spots, has been a subject of discussion for quite a while at this point. This discussion has been begun fundamentally from clinical or wellbeing related inceptions. Many have felt unequivocally against the boycott of smoking out in the open spots. Albeit, just about an equivalent measure of individuals bolster the smoking boycott. This paper will recognize the aces to continuing with the smoking boycott to counter the contention introduced in the article titled, â€Å"The argument against smoking bans† by Thomas A. Lambert and dissect the unwavering quality, believability, and legitimacy of the information used to help his contention. As per Lambert (2012), â€Å"Government-forced smoking bans are unwise†. â€Å"Risk based contention are inadequate on the grounds that the slight dangers related with ETS can't legitimize the significant protection interruption occasioned by clearing smoking bans† (p 34). The author’s support against the smoking boycott depends on the way that the announcements with respect to the requirement for the boycott because of the expansion of medicinal services costs for the smoker and those affected continuously hand smoke. Lambert underpins his contention dependent on the discoveries of an extensive report in the New England Journal of Medicine in 1997. The investigation states, â€Å"†¦smoking most likely has the impact of lessening by and large social insurance costs since smokers kick the bucket sooner than nonsmokers. The study’s creators reasoned that in a populace in which nobody smoked, social insurance expenses would be 7 percent higher among men and 4 percent higher among ladies than the expenses in the current blended populace of smokers and nonsmokers† (Government-forced smoking bans are rash, 2012, p 36). In spite of the fact that, this information is dependable dependent on its source, this data can't completely be co nsidered substantial dependent on no expressed realities to analyze human services expenses of the nonsmokers. â€Å"Logical misrepresentations are blunders in reasoning† (Cheesebro, T., O’Connor, L., and Rios, F., 2010). There are four kinds of normal consistent errors, which are: defective causation, rushed speculation, either/or thinking, tricky slant and flawed correlation. The avocation dependent on different information is a case of a hurried speculation and defective correlation. A hurried speculation happens when â€Å"†¦a not many models are chosen to speak to the entire of the conclusion† (Cheesebro, T., O’Connor, L., and Rios, F., 2010). By focusing on these speculations, your decisions might be off base since you are just recognizing the information that will exclusively bolster your contention. The author’s contention is additionally a broken examination since he treats the special circumstances the equivalent. He unequivocally accepts that there is no noteworthy contrast in the expenses of human services in contrast with the individuals who don't smoke. In any case, the creator neglects to specify the wellbeing impacts of recycled smoke and why it ought to be restricted in broad daylight puts interestingly, smoking bans out in the open spots ought to be actualized on the grounds that there are numerous investigations that uncover that there is a genuine issue with respect to introduction to recycled smoke. As indicated by the CDC (2012), â€Å"Since 1964, 2.5 million nonsmokers have kicked the bucket from introduction to used smoke†. That announcement alone, which is proof based, is a legitimate contention why smoking out in the open spots ought to be prohibited. Non-smokers ought not need to be casualties brought about via imprudent smokers who are increasingly keen on taking care of their dependence and delights. It is interruption of someone’s security in the event that they would prefer not to be presented to used smoke. Open spots alludes to as eateries, parks, multiunit lodging and club and so forth. For kids, used smoke introduction can add to respiratory and ear diseases and higher danger of abrupt baby passing condition. For grown-ups, it can cause lung malignancy and cardiovascular ailments. All things considered, on the off chance that we decide not to smoke because of the wellbeing impacts and expanded danger of death, for what reason would it be a good idea for us to compelled to go down with the smokers? We have a decision and it ought to be regarded. On the off chance that these wellbeing conditions can be brought about by used smoke alone, consider what impacts smoking has on a smoker’s body. As referenced before, the individuals who do smoke bite the dust prior. So in what capacity can the announcement with respect to no distinction in medicinal services costs between a smoker and non-smoker be legitimate? Taking everything into account, because of the proof based awful wellbeing impacts of used smoke, smoking out in the open spots ought to be restricted. There is no support for somebody who decides to carry on with a sound way of life so as to live longer,â to have a smoker decide to what extent they should live or what personal satisfaction they ought to have. References Cheesebro, T., O’Connor, L., and Rios, F. (2010). Conveying in the working environment. Upper Seat River, NJ: Prentice Hall. Lambert, T. A. (2007). The argument against smoking bans. Guideline, 29(4), 34-40. Recovered on March 7, 2014 from, http://search.proquest.com/docview/210517192?accountid=458 Smoking and Tobacco. (2012). Habitats for Disease Control and Prevention. Recovered on March 6, 2014 from, http://www.cdc.gov/tobacco/data_statistics/fact_sheets/secondhand_smoke/healt h_effects/index.htm

Chris Yeh talking about Blitzscaling

Chris Yeh talking about Blitzscaling In Palo Alto, we meet Chris Yeh who talks about how to blitzscale a company. Blitzscaling is very important for startups.Martin: Is your Start Up growing too slow? Maybe Blitzscaling can help. Today we talk about this with Chris. Chris, Hi.Chris: Glad to be here.Martin: Who are you and what do you do?Chris: So I’m Chris Yeh and I do a whole variety of things. But for today the most important thing is that I write books. So I Previously co-authored a book called ‘The Alliance’ with my friends Reid Hoffman and Ben Casnocha and that came out last year, 2014 and we are currently working on our next book which is going to be focused on the concept of Blitzscaling which is growing Start Ups extremely rapidly to an extremely large size.Martin: Besides being an author, what did you do before?Chris: So I have a classic sort of Silicon Valley background; I studied Engineering, but also Creative Writing when I was an undergraduate at Stanford. I worked in high tech industry since 1995 in various Starts Ups. I actually was actually in Boston for a while working D. E Shaw and Company which is the company just Jeff Bezos worked for before he started Amazon. Sadly, he had left before I arrived so I never got a chance to really work with him. But then, I had been out here in Silicon Valley since 2000, doing a variety of things starting companies, investing, advising, mentoring young entrepreneurs and the likes.Martin: Cool. Let’s talk about Blitzscaling, can you please elaborate on the concept of Blitzscaling.Chris: Sure, so the concept Blitzscaling really comes from the notion of there is something special about the kind of speed with which you can grow Start Ups, especially here in Silicon Valley and in certain others parts of the world like China. Everyone knows that companies want to grow, every company believes in growth but for the most companies that kind of growth is, “Hey can we grow 10% a year? Can we go 15% a year? Can we steadily climbed?”. And this is the classic way that a lot of companies have been successful in the past. But we increasingly see companies just grow to enormous scale incredibly quickly. So Facebook, for example, get started less than a decade later is the biggest website in the world. Google get started as a little obscure graduate student project and within 10 years it’s the world biggest media company. So we looked at this and say, “What is going here? What has changed to allow companies to grow so big, so quickly? And what are the characteristics that make it happen more often is Silicon Valley and in China than any other place?Martin: For what type of companies does Blitzscaling apply?Chris: So Blitzscaling is applied to an increasingly large number of companies, as you know a number of years ago Marc Andreessen came up with this thesis that ‘Software is eating the world’ and increasingly technology is becoming embedded in pretty much every industry. And while the book is going to focus primarily on high tech industry, there are industries that have gone through enormous changes in a very rapid way that have nothing to do with technology. So for example, in the oil and gas or energy industry, the shale oil boom over the past decade has just completely transformed the energy landscape in the United States that all took place because of a number of small Start Ups that very quickly became enormous. So I think it applies broadly and will apply to more and more industries as software continues to eat the world.Martin: Can you simplify that the Blitzscaling mainly applies to companies who can benefit from economies of scale or is there anything else involved in that?Chris: So what I would say is that Blitzscaling primarily focuses on companies where there are network effects and network effects mean that as you grow the number of nodes in the network, the value of the entire network grows far greater than the linear growth in the number of nodes. And one of the fundamental thesis we have about Blitzscaling is the reason why it has worked so well in Silicon Valley because of the incredible strength of the network here. There are only seven million people in the Metro Bay Area which is a tiny fraction of the world. There are seven million people here, there are seven billion in the world as whole but half of world’s most valuable Start Up companies are here in Silicon Valley and other half are in that other seven billion people. So like what’s going on here? It really is because there is a dense network of connections between investors, entrepreneurs, people who are employers, employees, professional service firmsâ€" all these people are able to come together very quickly in a way that you can’t in many other environments.Martin: And from my perception of what has changed over the last 20 years or so is, the world has become more connectedâ€"Chris: YesMartin: â€"because due to the fact that we have internet right now and the second thing is that here in th e Silicon Valley you have so much capital poured in so that you can fund the rocket ship, so to speak, and if you then change the mindset of the people, then it’s key ingredients for scaling companies faster.Chris: That’s Right. And the capital is obviouslyâ€"The two most important things are the capital and the talent. And this is where Silicon Valley has long held an advantage but if you look at what’s happening over in China for example with the kind of financing that is going into the Didi Kuadi and other sorts of companies that are there. That Capital is now becoming more available globally than ever before and I know that in Europe there is a lot more capital available than was available in the past. And so, what we see happening is Blitzscaling is becoming more and more common in places outside of Silicon Valley because that very fact that you mentioned, because the world is far more becoming connected than it was before.Martin: Imagine I am a Start Up or a CEO of a Sta rt Up outside of the Bay Area and I read about your book and said “Hey, I should Blitzscale”. How did I do it?Chris: So what you going focus on in terms Blitzscaling is picking the right moment to do so. So the Term ‘Blitzscaling’ comes from the term ‘Blitzkrieg’ and of course there is a bad history around that word and the folks who originallyâ€" the leadership that originally promoted it, but it is actually something very different than the traditional means of war. Blitzkrieg meant cutting loose from your supply lines and attacking far more quickly than anyone ever thought possible. In fact, during the battle of France and many people will say, ‘Well the French actually had better tanks than the Wehrmacht did, the Wehrmacht tactics and strategy overwhelmed them. So for us Blitzscaling is all about knowing when you have the right moment, when you are in the situation where all of a sudden you need to grow quickly, you have the opportunity to grow quickly, the capital is available the talent is available, being willing to make that decision.So here’s a great example, I was just reading about Google the other day, it’s a fascinating story. So Google is enormously successful today, once upon a time it was a little tiny Start Up. And one of the things that Google did in its infancy was that it reached a deal with America Online to monetize America Online’s search and advertising and page views alike. And at the time Google was a relatively smaller company they had only ever raised 25 million, basically one rounding of funding and they had only ten million dollar left in the bank. And they signed a deal with America Online where they said, “AOL we’re going to take over ad sales, we’re going to take 15% as our cut, you take 85% percent and we’re going to guarantee you 150 million dollars a year in minimum revenues”. So company with ten million in the bank, went and struck a deal with what was then, sort of the giant in the field and g uaranteed them 150 million dollars a year. Now that’s the kind of aggressiveness that is required in order to Blitzscale, it’s taking a risk, it’s doing things that feel uncomfortable, that don’t necessarily have 100% chance of succeeding but which are necessary in order to achieve the kind of scale that you need. Because once Google had that deal with AOL, once they have that vast volume of additional traffic, of course they were able to learn much more quickly, developed their monetization, ultimately in the end they never had any problems making those minimums.Martin: And is there some kind of checkbox or checklist or so where I can say, “Ok, if these conditions are fulfilled then I should Blitzscale.Chris: So there a couple of things the first of course, I think you referenced is the accessibility of Capital. A Capital is kind of the lifeblood of Blitzscaling. If you were able to scale up at this incredible rate and profits were just gushing in, that’s relatively eas y to do. In case of Google they we’re profitable but they took on a gigantic commitment that was far bigger than anything that had in the past. But in many cases it is based on saying, “well we’re going to grow faster than strictly speaking efficiency would call for but it’s because we believe that this is a decisive point in time in the history of this industry and we have a chance to grow to scale where we will eventually be one of the winner takes all winners.I think the other part of it besides the capital being available is looking at the overall situation around you. We are teaching a class on Blitzscaling at Stanford right now and we had a guest on Mariam Naficy who runs company right now called Minted and what was interesting is she chose not to scale the company very rapidly at the outset. So many years the company was relatively small, she only raised several single-digit millions and only in the past couple of years she raised another ninety million dollars to sca le the company up and it’s growing now with over 500 employees and it’s growing extremely rapidly. But one of the reason she did that is, as the company began to grow out of its original niche it began to encounter other competitors and because there was now competition one of the things she said was, “Now I to be more aggressive growth. If I’m being ignored I might be willing to grow a little more quietly”, in her case she deliberately did that because it felt more comfortable but then when the competition was there she said, “Well I’m willing to feel uncomfortable in order to win” and that’s what the Blitzscaling came in.Martin: What type of pain points are you feeling when you are doing Blitzscaling, especially in terms of organization, if you are growing from like 10 to 100 people in six month or from 100 to 1000 in a year, there are some organizational challenge, etc.Chris: Absolutely, so one of the fundamental frameworks of Blitzscaling is that the organizati on changes radically at each stage and so we divided up into five different stages, we have a metaphor for this.So the first stage is what we call The family this is what we call when you have ones of employees, when you have 1- 10 or so. And the whole thing about a family is everyone knows each other or they’re all under one roof, it tends to be informal there’s not a very set structure. And that fine when you starting out, in fact it could be very efficient if you have a group of people who are used to working with each other.But as it grows, it eventually goes from family to A tribe, you may not have everyone under the same roof, everyone is not seeing each other every single day although everyone still knows each other. And now you’re starting to see some elements of organization, you may have some more specialization than before, “Hey I’m going to focus on engineering, I’m going to focus on operation, etc.” and that will take you from 10-100 employees or 10- 50 em ployees or something along those lines.The next level up is what we call The village. Once you get to the village stage you may not instantly be able to recognize everyone when you see them. You’ve been in a company before with like 100 to 150 people, you start to approach Dunbar’s number and it’s difficult to have that same kind of relationship that you had when you were a tribe or even a family and so the notion is now all of a sudden the organization begins take on more of the characteristics that we think of, of a kind of a company there are going to be a functional areas, there are going to be senior managers, there is going to be additional managers that are hired in to help coordinate everything and it becomes more pronounced as it continues to grow and scale.The next scale up after you get past the village stage is what we call The city phase. So if you think about a village everyone might â€" they see another village resident and be like, “Ok, yeah I kind of know th at guy, I’ve seen him before”. You get to the city phase which is to say thousands of employees and their employees will never meet. Now all of a sudden you’re dealing with something that is less a unitary body where you can just have a single all hands and the CEO can shake hands with everyone and now you’re dealing with a set of constituencies, you need to know govern it and governance becomes increasingly important.And that continues to level the next level up which is tens of thousands of employees which is A nationâ€"a nation all of a sudden. A city often just sort of looks to govern itself and looks to its immediate surrounding, a nation now has to be aware of your Geopolitcs, it has to be aware of adjacent nations, of others players and the game of great powers. When a company has reached that stage, all of a sudden now you’re Google and you’re like, “Well, we had been cooperating with Apple but now we’re competing with Apple on Android, we’re competing with Microsoft on search but we’re also competing with them because we have Google Docs and they have Microsoft office”. And all the sudden the notion of how these greats nations interact with each other becomes a critical part of what you do as you’re Blitzscaling.Martin: I totally agree, I think for every company no matter how fast it grows, if it gets really really big and will follow those 5 phases. The issue from my point of view for Blitzscaling is only that you are not doing this like ten, twenty years but maybe in one or two yearsâ€"Chris: Correct. And the reason why that’s so important is when a company grows to that scale, let’s say over a couple of decades, it’s never easy but it’s easier because people have the chance to scale and grows along with the company and there’s natural attrition, you bring in new people. When a company is scaling at this incredible rate from a couple of founders to thousands of employees and in less than a presidential administratio n of four years, the human being simply can’t scale that quickly and most human beings can’t. And so now you are trying to figure out how can I bring in new leaders and new managers and executives who have the experience to work at these higher levels of scale while still respecting the contribution of those who’ve come before, figuring out how to make sure people continue to have roles or if they no longer have roles, figuring out what the right transition and the right way to treat each other is. So that what makes that growth so challenging because you are scaling a rate that had faster than a human being can actually scale.Martin: So does this mean that you should look for managers or employees in general that could potentially work in each and every of those five phases?Chris: So that’s the interesting thing. A lot of people think, “well, let’s get somebody who has been able to do it all”, and that great. So if you can go out and hire Eric Schmidt or Larry Page in to your company to work for you, you should do that but it’s very difficult to find that. In fact what you instead get isâ€"there are people who will tend to specialize in bigger companies and people who tend to specialize in smaller companies. It is very rare that somebody’s going to have experience at all levels and even if they do have experience all levels they’re going to be better at one particular phase or another. So what we say instead is we have a couple of broad guidelines that you should follow. At the early stages of growth, during the family and tribal and village stages you’re probably going to hire a lot more generalist than specialists. Things are still very up in the air, things still need to shake out and having generalist allows you to have that flexibility within the organization, but as you grow and you reach these higher levels of scale you’re going to bring in more specialist because they have the right skills to manage that level.The other principl e we say is you really have focus at the current stage you’re at. A lot of companies have gone wrong by saying “Well I’ve only got ten people now but I’m going to be huge someday, let me hired somebody who’s already managed a thousand people”. The persons who’s managed a thousand people, those skills are completely different from the skill required to be a part of 10 person team. I am myself more of an early stage person. I tell people, “Listen if you need to figure out how to get your company on the map and you have no money I’m your guy. If you have a budget of a hundred million dollars that you need to spend, go find someone else because that’s a completely different set of skills”.Martin: Is there a methodology how you would manage this transition? You’ve mentioned, “I have hired somebody a generalist”, and I mean you don’t want to fire those people, you want to either develop some other skill or put them in some other place but I find it quite hard to imagine how to really do this.Chris: Yeah and it’s difficult and part of it is just being able to treat people with respect and treat people well even if it their role has to change. So for example, let’s say we bring in somebody as a manager, actually take the classic example of a founder of a company. Founder early on, founders are doing everything, this founder is running engineering, this founder is running all the business side of the world. Well, let’s say this founder who runs engineering as the company continues to scale doesn’t have experience running a hundred person engineering team and they’re not able to learn quickly enough.Well now you need to bring in somebody else, so now you have to say, “Well for this founder, what are they going to do either going to do? Are they going to become a manager who works for this person? Perhaps. Are they going to become more of a CTO or somebody who has more of a strategic portfolio and doesn’t do direct day to day m anagement? Perhaps. Are they going to focus on being a spokesperson or take on a completely different role that also a possibility. But the main thing is to say, “Look lets be explicit about what’s going on here we need a set of skills that are associated with a higher stage and you don’t currently have those skills. So you know if you want to grow into that you may want to work for someone and learn”. Take the example of Google for example, Larry Page was CEO of the company, he was the fellow who ran Google they brought in Eric Schmidt, the investor did as well, in order to have somebody who had experience managing a large organization, he’d help them grow but eventually after they’ve been doing this for long enough, Eric Schmidt and Larry Page and Larry can do it now, let’s bring him back as CEO, and then Eric gets to enjoy his well deserved respite as executive chairman, whereas Larry is now focuses on the day to day.Martin: Cool. Do you have any other examples wher e we can really vividly show what it is to Blitzscale a company?Chris: Absolutely. So a great example this is one that we’re actually going to probably use in the book comes from Reid’s days at paypal. This is a fascinating one. So paypal was growing incredibly rapidly, I think that the way they put it was the company was growing 5% a day, not a week, but a day. So it’s kind of nuts and because they were dealing with money any time something went wrong, people got very angry about it and so they would start emailing, the number of customer service tickets just kept getting bigger and bigger and bigger. And the way Reid puts it is, there were enough people who are trying to reach us that they went into Palo Alto phonebook, discovered the line for Paypal and just randomly dialed the extension in order to reach someone. At any given time, every single phone in the office was ringing and if you picked it up there was an angry customer on other end. So well, what do you do? Well yo u know what you’re now in a situation where efficiency is not the primary concern, just dealing with this volume is the primary concern, so what actually happened was Paypal made a deal with the state of Nebraska and flew out to Omaha, Nebraska, shook hands with the governor, got a building and they flew basically the entire team of the company and they were not that many people in the company at that point to do group interviews to hire a hundred customer service in people in two weeks.Martin: And they didn’t have any customer service agents before?Chris: No.Martin: Wow, okay.Chris: This was inefficiency right, so it was enormously inefficient. I think that the statistic was of the people they hired in that first frantic wave, 70% had left within a month, either because they didn’t work out or because they said, “This is insane I can’t deal with this”. But they actually grew that customer call center in Omaha, Nebraska and that became the customer call center for Payal that was there all the way through the IPO and acquisition by Ebay and as we put it, they took one of Paypal’s early employees and center out to Omahaâ€"a gentle, young, young smart generalist and said, “ Figure out the problem, make it happen, none of us knows anymore than you do”. But she did make it happen as it turns out she also met her husband while she was out there so it all worked out in the end.Martin: I guess not every Blitzkrieg or Blitzscaling is successful, do you have any stories of Blitzscaling who have failed?Chris: There are definitely some cautionary tales. Just recently in the news for example is a company called Home Joy that was a service that allow you to go online and book people to come clean your house. There was some debate about whether or not that good service or good business model as a whole. But what was definitely true and what the founders will tell you is that they try to scale up too quickly. They decided, you know, this is the right time to Blitzscale, we’re going to go into multiple cities we’re going to open up different offices and there’s has been plenty of other companies who follow the same path, basically they said, “We figured this out now let’s expand everywhere”. And often times that ends badly. In the case of Home Joy, just too many commitments, fundamental unit economic problems and ultimately the company went under despite six months before being hailed as one of the hottest companies on the internet.Martin: But do you think this was a problem due to Blitzscaling or scaling in general or was it just that even the scaling would not have to helped the unit economics?Chris : So that’s the interesting point, so I think that the point is the scaling wouldn’t have necessarily helped the unit economics. You have to recognize that when your unit economics are poor enough it is not a time where you can successfully Blitzcale. Their thesis presumably was that this is a land grab and we need to get a s much market share as possible and scale will provide returns and we talk in the book about we call the first scalar advantage; the first person to reach massive scale at any given industry has a significant advantage. It’s not the first person to enter, if early entry allows you to become the first person to reach scale, then great. But if you’re not the first person to reach scaleâ€"and the example use is as I recall the first social network that I remember was called Ryze, well guess what they’re not around anymore. I think they actually are but obviously there not important. What mattered was being the first to reach the scale and different levels of scale. Friendster were the first to sort of reach scale, but fell upon hard times. Myspace reached another level of scale but again they were some fundamental problems. What that shows you is that Blitzscaling is not a panacea. Just growing is not enough to make a business successful. The business underlying has to be success ful, but in order to take full advantage of the market place that rapid growth can be a key tool.Martin: Great, Chris thank you so much for your time.Chris: My pleasure.Martin: And maybe next time if you’re thinking about starting a company, just check whether at some point in your start up journey that you try to Blitzscale as well. Thank you so much, Great.Chris: Thank you,Martin: Thank you, Chris.Chris: It such a pleasure.

Circus Elephant Training Abuse by Trainers

It is important to note that the elephant is highly endangered. There were once millions of African elephants who roamed the entire continent. Now their numbers are estimated at around 300,000 and mainly found in sub-Saharan Africa. The Asian elephant is even more critical. Its numbers are down to only about 30,000. There were at one time millions. Not only are some animal acts harming and killing elephants, but they are also doing this to a highly endangered species. In order to train an 8,000-11,000 pound animal – who can be very deadly to humans – to perform tricks seen in circuses such as headstands, tightrope walking, roller skating and the such, often it is believed that the fierce application of negative reinforcement is required. Physical punishment has often been a standard training method for animals in circuses. Elephants are sometimes beaten, shocked, and whipped in order for them to perform repeatedly the routines of circus performance. The Animal Welfare A ct (AWA) does not prohibit the use of bullhooks, whips, electrical shock prods, or other such training devices. The elephants are beaten by several people for up to fifteen minutes at a time with bull-hooks. Their skin being as sensitive as humans, one can understand the torture this entails. Beatings According to congressional testimony provided by former Beatty-Cole elephant keeper Tom Rider, [I]n White Plains, N.Y., when Pete did not perform her act properly, she was taken to the tent and laid down, and five trainers beat her with bull-hooks. Rider also told officials that [a]fter my three years working with elephants in the circus, I can tell you that they live in confinement and they are beaten all the time when they dont perform properly (Rider). To hide this from circus goers, lacerations from bull-hooks are often covered up with wonder dust, a type of theatrical pancake makeup (according to ​circuses.com). The public does not see the violence and abuse some of these elephants endure. Not all animal trainers are abusive; some do care deeply for the animals in their trust. Nonetheless, from the easily accessible literature on the web, it appears abuse does happen. Confinement Possibly even worse than the negative reinforcement, though, is the confinement performing elephants endure. Remember elephants sometimes walk up to 50 miles a day and they are often confined to spaces no bigger than a standard American one-bedroom apartment. In states which require chaining of elephants when not performing, elephants are chained in spaces the size of an average automobile by two legs for up to twenty hours a day. Circuses.com reports: During the off-season, animals used in circuses may be housed in traveling crates or barn stalls; some are even kept in trucks. Such unrelieved physical confinement can have harmful physical and psychological effects on animals. These effects are often indicated by unnatural behaviors such as repeated head bobbing, swaying, and pacing. (Epstein) A study of circuses conducted by Animal Defenders International in the United Kingdom found abnormal behaviors of this kind in all of the species observed. Investigators witnessed elephants that were chained for 70 percent of the day, horses that were confined for 23 hours per day, and large cats that were kept in cages up to 99 percent of the time (Creamer Phillips). Danger Other than the beatings and the chaining, another reason pop culture should consider not attending animal circuses is a human danger. Eventually, after years and sometimes decades of circus life, these large animals sometimes will go mad, rampage, and kill trainers, circus members, and audience members just as Tyke did in Hawaii. In a worst-case scenario situation, an elephant named Janet rampaged with children on her back during a performance of the Great American Circus in Palm Bay. The officer who finally killed her after shooting 47 rounds into the elephant who supposedly had been chained and beaten for years said, I think these elephants are trying to tell us that zoos and circuses are not what God created them for ... but we have not been listening...this is the kind of stuff people protest about (Sahagun, Louis. Elephants Pose Giant Dangers, Los Angeles Times, Oct. 11, 1994).

About James Mercer Langston Hughes - Free Essay Example

Sample details Pages: 6 Words: 1655 Downloads: 3 Date added: 2019/10/30 Category People Essay Level High school Tags: Langston Hughes Essay Did you like this example? James Mercer Langston Hughes, born on February 1, 1902, in Joplin Missouri born to his mother Carrie M. Langston, and father James N. Hughes. Don’t waste time! Our writers will create an original "About James Mercer Langston Hughes" essay for you Create order Both his parents were born of mixed race descent which made him not entirely black, but rather brown and of mixed race. His non-black ancestry included a white slaveholder who fathered children with a woman he owned, who was of a French and a Cherokee Indian woman. Hughess mother came from a family of respected black educators and activists. His great uncle from his mothers side became the first black congressman who ran for Virginia. Hughess grandmother Mary Patterson Langston, attended Oberlin College during a time where not a lot of women attended school to gain an education. Her first husband passed away in John Browns Ferry which was a raid against a federal armory in Harpers Ferry Virginia. Her second husband which was Langston Hughess maternal grandfather was an activist for abolition and black education so that his people could get an education. Most of his family were educators which made him come from a family of scholars. After his parents separated, his father moved to Cuba then to Mexico. Hughes was mostly raised by his mother and grandmother, but later then raised by a couple named the Reeds. Growing up, Hughes attended public schools in Kansas and Illinois and was named the class poet for his outstanding writing skills, which sparked up his thirst for poetry. Furthermore, he remembered the value and importance his grandmother had taught him, she told him stories about heroic and courageous slaves who were abolitionists that struggled in order to get away from slavery and gain their freedom. Her tales impressed his nobility and views on black people and the importance of patience and laughter in the coming of hardships. After his grandmother had passed, Hughes didnt cry nor reacted. Something about her stories taught him the uselessness of crying. Instead, he used the value of laughter as a shield to hide his pain. After the death of his grandmother, Hughes often became a lonely and unsettled child , where he experienced an off childhood. He said he found the values of books as a coping mechanism. In 1916, at Hughess 8th-grade graduation, he was elected class poet, where he later felt that he was a victim of a stereotype. He noted that there were only two Negroes in his class and his English teacher was always stressing about the importance of rhythm in poetry. Thats when he felt that he wouldnt let his classmates down, and has been writing poetry ever since. Soon after, his mother and stepfather settled in Cleveland Ohio where he began high school. While attending school, Hughes teacher, first introduced him to famous poet writers such as Carl Sandburg and Walt Whitman, which later became a significant influence upon his career. His high school classmates, (who were mostly white), referred him as a handsome Indian-looking youth, who was remembered by his natural abilities and respective behavior. Hughes was also an athletic individual who won athletic letters in track and was held office with medals and awards. After he had graduated from high school, Hughes decided to travel to Mexico to be with his father so that he could pay for his college tuition. His father James N. Hughes, had left the United States in order to escape and get away from racism. His father disliked black people because of the racism he encountered. When Hughes arrived in Mexico, but his father would constantly discourage him for his poetry, he wanted him to be an engineer rather being a writer. Hughess poetry was beginning to show in the Brownies Book, which was a publication written for children edited by W.E.B Dubois. Hughes started to work on more ambiguous material for adult readers. His poem, A Negro Speaks of River, marked one of the main developments on his career, which later then appeared in the Crisis magazine in 1921. Hughes later moved back to America and attended Columbia University in New York City. Life in the nations capital was filled with racial tensions, which made Hughes feel discontent about his decision staying there, however, he fell in love with a neighborhood called Harlem in just east of New York City. He felt that thats where he belonged the most. The people there enjoyed his work and his poetry. In 1923, he signed up to work on a large ship, so that he could travel and see the world. On his first voyage, he visited the west side of Africa where he stayed for a while. On his second voyage, he visited Spain. In 1924 he spent six months in Paris, France, and felt happy and put together. He felt that France wasnt as racist and discriminatory like America was towards the blacks. His racial rhythmic like poetry sparked up his coming of success. He later started to appear on many African American publications. He also appeared on Vanity Fair Magazine, which was relatively popular among middle, and upper-class woman. In 1924, Hughes went back to live with his mother in Wa shington, D.C. He hoped to earn enough money to return to back to college. Hughes then landed in a job where he was a personal assistant for a scholar that worked at the Association For The Study Of African American Life and History. He later realized that he was into more millennial jobs and preferred to focus more on his poetry as its the best thing for him. He got a job as a busboy, which paid very little money. One day as he was cleaning down tables, he spotted a poet writer named Vachel Lindsay, who is one of his favorite poet writers dining alone. Hughes was determined to get his work out there so he slipped a stack of his own poetry on to his table. Lindsey read his work and was amazed and kept him in touch with famous editors at a publishing house called Alfred A. Knopf. That was when Hughes knew he was gonna make it. He was able to write many poems. His poem called The Weary Blues won first prize in a literacy competition that was sponsored by a magazine published by the National Urban League. In 1926, that was when his professional life sped off. He was apart of a book published by Knopf which was a collection of poetries. He initiated a magazine titled Fire!! A Quarterly Devoted To The Negro, which was an outlet that talked about emerging the works of black writers. Hughes also published an essay called The Negro Artist and the Racial Mountain, which talked about his outline on the a rts of philosophy and the problems that are among black artists. After the making of his second publication called Fine Clothes to the Jew, many Black critics didnt approve of his work because of how much Hughes focused on the negative aspects of Black culture. Hughes later responded with a quote from the essay The Negro Artist, We younger Negro artists who create now intend to express our individual dark-skinned selves without fear or shame. If white people are pleased we are glad. If they are not, it doesnt matter. We know we are beautiful. And ugly too. [] If colored people are pleased we are glad. If they are not, their displeasure doesnt matter either. We build our temples for tomorrow, strong as we know how, and we stand on top of the mountain, free within ourselves. In 1929, he graduated and received a bachelors from Lincoln University. Upon the following years, he published many poems in which he talked about the hardships and risks Blacks had taken. In 1932, he joined the Soviet Union with a group of African American Artists, in order to make a film about the treatment of black people throughout the United States. Although the film was never made, being there drew Hughes into the Communist party. He felt that their racial equality was more liberal than American Politics. Throughout his sophisticated life, Hughess creative aspects influenced him into the very many genres that his work provided him with. In 1934, he published a short story collection called The Ways of White Folks which talked about the bitter reflections about the race relations that took place within society. Hughes traveled back to Spain to write about the Civil War as a journalist for the Baltimore Afro American newspaper. He traveled with another journalist named Zora Neale Hurston, in which they both wrote a play called The Mulatto which was a play that talked the cause and issues of racial identities. Hughes also founded three theatres, which were located in Harlem New York City, Chicago, and Los Angeles. Most of Hughess plays were commercially successful, which later became an outlet for many other Black editors. During World War 2, Hughess politics had grown. He published a memoir called, The Big Sea in which he confessed his feelings towards his poetry. He also started to write a column for the Chicago Defender newspaper in which he created a fictional character that would talk about the racial issues and t he observations in life that he would encounter. These columns eventually made their own 5 separate books. Hughes later published the book Montage of a Dream Deferred in 1951, which was remembered for its powerful imagery and language. In 1954, the book, Simple Takes a Wife, gained an award for the outstanding views on the racial issues among Black people. Over the next few decades, Hughes continued on with his work, doing the variety of projects that he had to get done in order to make improvements among the Black community. On December 30th, 1960, Hughes was presented with the Springarn Medal for achievement by an American. On May 22, 1967, Langston Hughes passed away because of abdominal surgery which leads to prostate cancer in New York City. His legacy still lives on for fighting for black rights through his works of poetry.

Benefits of Data Mining Free Essays

Data mining is defined as â€Å"a process that uses statistical, mathematical, artificial intelligence, and machine-learning techniques to extract and identify useful information and subsequent knowledge from large databases, including data warehouses† (Turban Volonino, 2011). The information identified using data mining includes patterns indicating trends, correlations, rules, similarities, and used as predictive analytics. By employing predictive analytics, companies are actually able to understand the behavior of customers. We will write a custom essay sample on Benefits of Data Mining or any similar topic only for you Order Now Predictive analytics examines and sorts data to find patterns that highlight customer behavior. The important behavioral patterns are those that indicate what customers have responded to and will respond to in the future. Also, patterns can indicate a customer base that is in jeopardy with the company, customers that are not company-loyal and are easily lost. Predictive analytics of customer behavior can be of great benefit to the business (Turban Volonino, 2011). Companies are able to build specific marking campaigns and models such as direct mail, online marking, or media marking based on customer preference and are better able to sell their products to a more targeted customer base. Knowing what the customer wants, what they will respond to, and which customer base to focus on takes the guesswork out of marking and product development. Taking the information retrieved and using it correctly will only increase profits (Advantages, 2012). Association discovery using data mining provides a huge benefit to companies. Association discovery is finding correlations or relationships between variables in a large database. For example, in terms of a supermarket, it is finding out that customers who buy onions and potatoes together are also highly likely to buy hamburger meat. These correlations where one set of products predict the buying of another is referred to as associations. Data mining can employ association discovery allowing business to predict buying patterns and allow for more effective operations management and can better pinpoint marketing strategy of coupons and incentives (Association Rule 2012). Web mining is another aspect of data mining. Web mining uses the data collected on the Internet to analyze customer data and gather information beneficial to the company. Any time someone visits a website, uses a search engine, clicks on a link, or makes an electronic transaction data is generated subject to analytics. Companies use web mining to gain customer preference and insight. The information gathered is used to improve websites and create a better user experience for the customers. Web mining can also be used alongside of predictive analytics. For example, on e-commerce sites every transaction is analyzed. When a customer clicks on a product, web mining tools can present a list of products he/she may also be interested in because of other customers with the similar buying interests/habits. This tool can be extremely effective in gaining business intelligence of the buying habits and preferences of customers (Turban Volonino, 2011). Data mining also employs clustering to find related customer information and to provide valuable information to the company. Clustering gathers information and designates clusters of similar products and objects. In data mining, clustering is usually the first step. It identifies similar information and groups them to be further examined. Customer information and demographics are an example of these clusters. The group characteristics are analyzed against desired outcomes to understand the buying habits of customers and what marketing campaigns will enhance customer response (Ali, Ghani, Saeed). Reliability of Data Mining The benefits of data have been examined, but it is important to look possible implications as well. Data mining uses algorithms to predict patterns and customer behaviors. Constant measures are needed to make sure the algorithms are working correctly, but the issue of reliability stems a little deeper. Algorithms and data analysis can only be as reliable as the actual data analyzed. Data gathered from different sources can potentially be t or even conflicting. This greatly affects the validity and result of algorithm, especially predictive analysis. It could alter the customer’s historical purchases or demographic information rendering the information useless and even costly. Data mining is a useful tool and should be trusted up to a point. It should not be the only solution. Companies should not only use data mining for marking and operations decisions. The costs of mistaking customer preference and predicting behavior could be catastrophic (Data Mining). Privacy Concerns of Data Mining. One of the major disadvantages of data mining is the privacy concerns associated with the technique. Three major privacy concerns raised by consumers are identity theft, misuse of personal information, and the â€Å"big brother is watching you† feeling (Orwell, 1954). The first concern is identity theft. With the increasing trend of e-commerce and electronic funds, identity theft has been a huge issue. The sheer amount and speed of information processing through data mining has led to a rise in identity theft making this valid concern. The information could easily fall into the hands of anyone (Exforsys Inc, 2006). The second concern is the misuse of personal information. Companies gather information as specific to customer purchases, names, phone numbers, addresses, and other information then store it in a database. Once obtained, copies can be made with little effort. Companies can easily sell this information to other companies. This is the exact concern of consumers. Consumer information can certainly be misused, exploited, or for discrimination making this a valid concern (Advantages, 2012). The last concern addressed in this paper is the total loss of privacy, feeling controlled or watched. The government uses data mining to track patterns of criminal activity have considered using the technique to track the movement of people. Some people feel this goes too far, and not giving the consumer the choice of having his/her information in the database takes away personal freedom. This concern is tied into the misuse of information because what stops companies to selling information to governmental or private agencies with the sole purpose being to control or watch an individual. With the volatile nature of crime, and the increasing use of technology by government agencies, this concern is also valid (Advantages 2012). Measures have been taken to alleviate these concerns. Companies that utilize data mining are required to take certain actions that protect their customer’s privacy. One of these actions is to remove and identity related attributes from each customer record before the data is transferred to analysts. Also banks allow for identity theft protection services to alleviate the concern of financial security. All of these concerns are still important and steps will have to be continuously made and adjusted to protect the security and privacy of personal and financial information (Li Sarkar, 2006). Real World Examples of Predictive Analytics Predictive analysis and how it is beneficial to companies has been discussed above in theory. To completely understand how predictive analysis is used is to look at real world examples. The first example is how a fast food restaurant used HyperActive Technologies to predict what customers might order. HyperActive Technologies developed a system that allowed cameras to track vehicles pulling into the parking lot and track customers through the entire ordering process. Using predictive analysis of the data gathers from the cameras, the restaurant was able to conclude that at lunchtime; approximately twenty percent of cars entering the parking lot would order at least one cheeseburger. With this information, the cooks were able to get a head start in food production cutting down on wait time for customers and increasing overall productivity (Turban Volonino, 2011). Another example of a company that uses predictive analysis is that of INRX, the leading provider of traffic information. INRX uses data mining by evaluating real time traffic measuring traffic problems and congestion. This data is collected from road censors, toll tags, traffic incident data, and commercial vehicles equipped with a GPS that continuously report their speed and location. Using predictive analytics, the data is studied to determine traffic patterns at certain locations and times. Drivers now have access to real time traffic information. This information has proven to be extremely effective and useful to drivers allowing them to make better decisions and avoid unnecessary delays (Turban Volonino, 2011). The flower company, 1-800-FLOWERS. om, has also used data mining techniques, specifically predictive analytics. The company collects and analyses data at all contact points. Data collected includes historical purchases to discover trends, anticipate customer behavior, and meet customer needs and preferences. This technique has proven to be an effective way of increasing the response rate to customers, identifying profitable customers, and establishing customer loyalty. Customer retent ion increased by over fifteen percent after the implementation of predictive analytics solidifying its effectiveness (Turban Volonino, 2011). As shown through academic research and real world examples, data mining is a real and effective way of predicting customer behavior and buying patterns. Measures need to be taken not only to overcome the stigma that data mining is unsecure and takes away personal freedom, but to make sure individual information is, in fact protected. If these measures are taken, data mining is a win-win for both businesses and consumers. Consumers will feel heard, understood, and taken care of. Businesses can actually focus resources on building that business-to-customer relationship and will be able to give the people what they need. References Advantages and disadvantages of data mining (2012). Retrieved December 9, 2012 from http://www.dataminingtechniques.net/data-mining-tutorial/advantages-and-disadvantages-ofdatamining/ Ali, R., Ghani, U., Saeed, A. (n.d.) Data clustering and its applications. Retrieved December 5, 2012 from http://members.tripod.com/asim_saeed/paper.htm Data mining: issues. (n.d.) Retrieved December 7, 2012, from http://www.anderson.ucla.edu/faculty/jason.frand/teacher/technologies/palace/ issues.htm Exforsys Inc. (2006). Data mining privacy concerns. Retrieved December 5, 2012 from http://www.exforsys.com/tutorials/data-mining/data-mining-privacy-concerns.html Li, X. Sarkar, S. (2006) Privacy protection in data mining. Retrieved December 6, 2012 from http://dl.acm.org/citation.cfm?id=1245621 Turban, E., Volonino, L. (2011). Information technology for management improving strategic and operational performance (8th ed.). New Jersey: John Wiley Sons, Inc. How to cite Benefits of Data Mining, Papers

The Impact of Battle of Iwo Jima

Table of Contents Introduction Origins of the War Major Figures The Island Defenses Impacts of the War Conclusion Works Cited Introduction The Second World War is rightfully regarded as the most devastating battle in modern history and it involved almost all nations of the world. The United States joined the battle at a relatively later stage and engaged in a number of significant battles against the Axis Alliance in both Europe and Asia. One of the most intense battles carried out by US troops was against Japanese forces in the island of Iwo Jima.Advertising We will write a custom term paper sample on The Impact of Battle of Iwo Jima specifically for you for only $16.05 $11/page Learn More This battle which spanned for over a month had some significant repercussions for the US and Japanese Empire. This paper will set out to discuss the impact of the battle of Iwo Jima with an overview of the reasons why the battle took place and the major parties in volved provided. Origins of the War The invasion of Iwo Jima by US forces was precipitated by the success of the offensive against Japanese forces in the Mariana Islands. The Mariana Islands were to serve as a major launching pad for an intense attack against mainland Japan (Brown 14). However, for this campaign to work, Iwo Jima needed to be under US control since Iwo Jima lie halfway between Tokyo and Mariana. The Island of Iwo Jima had been developed by the Japanese as a base for intercepting US bombers on their way to Japan. Under Japanese control, the Iwo Jima Island played a crucial role in the defense of mainland Japan by serving as an early warning station. The US forces regarded this island as of great strategic importance in carrying out attacks against mainland Japan. The operation to capture Iwo Jima was code named â€Å"Detachment† and it was based on the â€Å"island hopping† theory where American troops set out to occupy islands that were of strategic im portance in the war against Japan (Brown 18). The invasion of Iwo Jima began on 19 February 1945 with the landing of American forces on the island while bombers attacked key Japanese positions and their warships. Major Figures A number of top American Commanders were involved in the Iwo Jima operation. The order to occupy the island of Iwo Jima was issued by the then Joint Chiefs of Staff to Chester Nimitz who was the Commander in Chief Pacific. Nimitz’s right hand man, Admiral Raymond Spruance was the operations commander. Admiral Richmond Turner was placed as the â€Å"Joint Expeditionary Force Commander† and his great organization skills assisted in the mounting of operations (Wright 13). Lieutenant-General Holland Smith was the Fleet Commander of the marine force in the pacific.Advertising Looking for term paper on history? Let's see if we can help you! Get your first paper with 15% OFF Learn More The Japanese side also had a number of high-ranking mi litary personnel. Lieutenant-General Tadamichi Kuribayashi who was a samurai with a record 30year of distinguished military service commanded the garrison on Iwo Jima (Wright 13). The other high-ranking officer on the island was Colonel Baron Takeichi Nishi who commanded a tank unit that acted as reinforcement for the island. The Island Defenses As of early 1944, the island had an archaic defense system that could not withstand a major assault. When General Kuribayashi was given command of the garrison at Iwo Jima, he set out to upgrade the defense system of the island in readiness for the impending war. The first action was to remove the civilian population from the island to the mainland in order to conserve food and water suppliers that would be used by the troops. The general also asked for more troops to be stationed at the island and a massive program of underground defense be established. Due to these efforts, an elaborate underground defense system what was made up of extens ive tunnels, caves, and gun placements was set up within 9 months. Lieutenant General Holland Smith who commanded the Fleet Marine Force asserted that this was easily the most heavily fortified island in the world (Brown 18). Iwo Jima therefore presented unmatched tactical challenges for the invading American forces. Impacts of the War The war led to the greatest percentage loss of American troops in combat. Lieutenant-General Howlin Smith declared this battle â€Å"the most savage and most costly battle in the history of the Marine Corps† by (Wright 10). Over the course of the invasion, 73,000 American troops were landed on the Island. During the 36days of heavy fighting, 6,800 marines lost their lives making it the battle with the largest percentage of casualties for the US during the Second World War. Brown observes that the terrain on the island failed to allow for clear lines of battle making it hard to launch an effective offensive (19). The battle led to defeat of the Japanese and the subsequent occupation of the island of Iwo Jima by US forces. From the onset, the Japanese troops on the island who were approximately 21,000 were greatly outnumbered by the invading American force (Brown 19).Advertising We will write a custom term paper sample on The Impact of Battle of Iwo Jima specifically for you for only $16.05 $11/page Learn More Japanese troops had orders to fight to the last man and during the conflict, Japanese troops were neither withdrawn nor reinforced. By the 28th day of battle, the US troops had neutralized most of the Japanese troops and the island was declared secure. Active combat ended on the 36th day and the island was officially under American occupation. The American victory in Iwo Jima hastened the ending of the war since this volcanic island was of strategic importance to American war efforts. Hama notes that in spite of several years of war in the Pacific, the US had not been able to deter the Ja panese since Japan industries in the mainland remained untouched and in full production (4). Capturing the island made it possible for the US to reach Japan easily. Iwo Jima was ideally located halfway across the distance between Tokyo and the US bases in the Marianas (Russ 12). The Island provided a much-needed base of operation for carrying out raids on Japanese industrial locations. In addition to this, the seizure of Iwo Jima gave the US added military advantage since the island was used for both air and sea blockade (Hama 4). By using this island as a base, US forces were able to carry out aggressive bombardments on Japanese naval vessels hence greatly reducing Japan’s naval capabilities. Arial bombardments on the air factor diminished Japan’s air capability thereby hastening the ending of the war. Following the victory of the American forces, the US flag was hoisted on Mount Suribachi. This was a crucial moment in the war since it was the first time that a foreig n flag had been raised on Japanese soil for generations (Russ 15). This takeover of the island signified the end of Japanese expansionism and the Pacific war. American victory in Iwo Jima served as a signal that the invasion of Japan was imminent Conclusion This paper set out to assess the impact of one of the fiercest battle of World War II, the battle of Iwo Jima. It began by highlighting the circumstances that made the battle necessary and the main actors in the war. This paper has documented that this bloody battle, which raged for 36days, led to the death of 6,800 US marines and 21,000 Japanese soldiers who chose to die rather than surrender. However, the war was able to gain the US forces huge strategic advances and therefore accelerate the eventual victory of the Allies in the Second World War.Advertising Looking for term paper on history? Let's see if we can help you! Get your first paper with 15% OFF Learn More Works Cited Brown, Scott. Preparing Boys for Battle. Boston: NCFIC, 2010. Print. Hama, Larry. The Battle of Iwo Jima: Guerilla Warfare in the Pacific. NY: Rosen Classroom, 2007. Print. Russ, John. â€Å"VII Fighter Command Operations from Iwo Jima, April-August 1945.† Air Power History 48.3 (2001): 12-17. Web. Wright, Derrick. Iwo Jima 1945: The Marines raise the flag on Mount Suribachi. NY: Osprey Publishing, 2012. Print. This term paper on The Impact of Battle of Iwo Jima was written and submitted by user Skye Gardner to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

How a film interprets Hamlet

How a film interprets Hamlet Introduction Laurence Olivier’s need to focus on less traditional approaches, his need to shorten the production, and the need to perform a psychological analysis of the characters determine his interpretation of the play ‘Hamlet’. He illustrates this through various scenes, settings and themes in the film.Advertising We will write a custom essay sample on How a film interprets Hamlet specifically for you for only $16.05 $11/page Learn More De-emphasizing tradition When the ghost appears to Prince Hamlet in the original Shakespearean play, he talks about purgatory and his wanderings on earth before describing the details of his death (Shakespeare 1. 3. 14). These same descriptions are not prevalent in the 1948 film. One of the possible reasons for deletions of these lines could be Olivier’s need to remove politics and tradition from this new film. It should be noted that he designed his previous production to inspire patriotic sent iments among the British people. The presiding British Prime Minister – Sir Winston Churchill – had instructed him to do so because the country was fighting a war. However, after the end of the war, there was no need to focus on these elements anymore. Director Laurence Olivier wanted to dwell on the characters in the play. He did this mostly through the main character Hamlet. In his version of the play, the ghost of Hamlet’s father does not talk about purgatory and other after life issues. Instead, the ghost dwells mostly on the circumstances surrounding his death. During Shakespeare’s lifetime, the Catholic Church played a pivotal role in the daily lives of its people. Therefore, most citizens ascribed to the values and beliefs taught by members of the Catholic Church such as receiving ordinances from the latter and going to heaven. If Olivier had included this part in his 1948 film, then he would have upheld Shakespeare’s belief in the tradition al. Since he wanted to depart from this, then he made the right choice by omitting that scene from the play. Hamlet as a man that reasons The ghost in Shakespeare’s play describes most of the incidents surrounding his death verbally. While the same thing takes place in Olivier’s 1948 version, something slightly different happens when he adds a flashback (Play within a play) in the film. The director gives the audience a visual summary of the plot surrounding his death. One can see Claudius pouring poison into the dead King’s ear (Olivier). This makes the allegations made by the dead King appear logical. Therefore, when Hamlet refuses to accept these claims, then he appears to be more analytical than he needs to be.Advertising Looking for essay on art and design? Let's see if we can help you! Get your first paper with 15% OFF Learn More Although Shakespeare shows a skeptical Hamlet in the original play, the playwright does not emphasize Ha mlet’s analytical nature in the play as much as Olivier does; audiences can see the Ghost’s narrative visually in the 1948 film. Hamlet now seems like a reasoning man in the film because he does not accept assertions at face value, even when the story seems quite convincing; he chooses to investigate for himself the truth behind the assertions. This ghost scene was pivotal in depicting a distinct character in the name of Hamlet. Many writers have interpreted Hamlet in their own way. Olivier’s Hamlet seems deeply distressed but still in firm control of his actions. The Ghost gave him a pretty reasonable explanation, but he still chose to investigate whether the information was accurate or not. The actor’s reaction to this news conveys his degree of reasonableness. For the most part, he is a man who is distinctly aware of the consequences of his actions. Olivier realized the importance of the Ghost’s instructions, and this was why he decided to portr ay that scene with impressive accuracy. The Ghost was the one who gave Prince Hamlet a mission, and he needed to follow those instructions in order to restore honor to the kingdom. Olivier did not want to distort the meaning of the play by eliminating the Ghost scene or dramatically altering the words stated by the Ghost. It was necessary to make audiences understand the mission that Hamlet received. The ghost’s instructions were the source of trouble in the Shakespearean play as well as the 1948 film. Two values tear Hamlet apart; revenge and his conscious. Shakespeare does not emphasize this matter in the same way as the film does. The director even starts the film by asserting that this was a story about a man who could not make up his mind (Olivier). Indeed, Olivier depicted a character who cannot decide whether he needs to stop thinking and start acting. The director emphasizes his brooding nature more in this production than in the play. Olivier makes this point through setting and costume design choices in the film. For example, Hamlet was wearing black in most scenes, in the motion picture, yet he had lightly colored skin and hair. This brought out the dual nature of the ghost scene. It represented Hamlet’s struggle with sanity versus insanity or revenge versus his conscious. The Ghost told him something that he needed to address. It was almost as if this director wanted to present to the audience a visual metaphor through these costumes. Additionally, the film emphasizes the dual nature of the Ghost scene through the setting, as well. When Hamlet speaks with the ghost, he does this in a gothic-like castle. The place looks old and horror-like, and this only creates an effect of a brave individual who confronts the Ghost without letting his reservations or fears stop him. His surroundings mirror the decisions he must make. The play did not realize these same effects when William Shakespeare wrote it.Advertising We will write a cust om essay sample on How a film interprets Hamlet specifically for you for only $16.05 $11/page Learn More Olivier’s film starts with the Elsinore battlements where two sentries discuss the Ghost of King Hamlet. This creates a degree of suspense in the film because one wonders whether those speculations are true or not. Eventually, the ghost appears but never gets a chance to speak to the men who see it. That disappearance adds to the gothic nature of the film. It can be argued that the director made this choice in order to focus on the issues that led the main character to his predicaments. Since the film was a two-hour adaptation of the original four-hour long play, it needed to focus on segments of the film that mattered. The ghost scene was a vital determinant of these predicaments hence the need to include it in the play. Oedipus complex Film critics deeply respect Olivier for his ability to bring out psychological concepts in a motion picture as was the case in this film. These were all elements that were not prevalent in the original Shakespeare. In the 1600 play, Shakespeare emphasizes how Hamlet’s anger stems from his mother’s dishonorable acts. She marries her dead husband’s brother and jumps into this too quickly (Shakespeare 2.1. 12). Hamlet feels that his father deserves greater respect; his mother’s failure to show this respect led to his distaste for her. Conversely, Olivier interpreted Hamlet’s disdain for his mother in a different way. To this director, Hamlet was jealous of King Claudius because he had feelings for his mother. Failure to realize his sexual desires for his mother led him to resent his mother. The physically dominant Hamlet in the film exemplifies this approach. Laurence Olivier is a 41 year old male, and the lady who took Gertrude’s role in the movie was 28. Consequently, it was plausible to envisage a sexual conquest. In psychological circles, experts define thi s odd relationship as the Oedipus complex, which Freud developed. In his developmental theory, Freud explains that male children secretly long for their mothers and get jealous of their parents’ relationship. Conversely, girls feel jealous of their mothers because they secretly long for their fathers. With time, these feelings should wear out as children tend to outgrow this behavior. Nonetheless, some adults never get rid of these sentiments, and it can affect their future relationships as well as their perceptions towards their parents.Advertising Looking for essay on art and design? Let's see if we can help you! Get your first paper with 15% OFF Learn More Olivier illustrates this Oedipus complex through a number of scenarios; one such instance was the closet scene. A lot of sexual energy is prevalent in this scene. A Queen’s bedroom is an extremely private and personal space. Society would not expect anyone other than a queen’s husband to enter her bedroom. However, in Olivier’s version of the film, Gertrude calls her son into her room (Olivier). Hamlet goes to the closet, and this indicates that there might be some erotic connotations in their relationship. Hamlet’s lack of respect for her privacy blurs the line between mother and son. In addition, Hamlet’s treatment of his mother strengthens the Oedipus case even more. At one point, Hamlet’s and Gertrude’s faces are too close together. When Hamlet has to leave, the two kiss each other on the mouth, and this kiss is quite prolonged; it is something that two lovers would do (Olivier). Even the center of attention in the scene is indica tive of this sexual tension. Gertrude’s bed is quite well lit throughout the closet scene. Hamlet’s and Gertrude’s shadows fall on the bed as the two characters kiss each other. At the end of the scene, one sees Gertrude by the bed, and she remains the main area of focus in this instance. The director, therefore, makes his point about the unlikely relationship between the two. This interpretation causes audiences to dwell on other areas other than Gertrude’s dishonorable act towards her husband. Therefore, Olivier’s film is quite distinct from the Shakespearean version. Olivier’s key mistake One can argue that Olivier oversimplified Hamlet’s character through his assertion at the beginning of the play. In this instance, he claims that the film is about a man who could not make up his mind. This was quite reductive because the original Shakespearean play had a decidedly versatile ‘Hamlet’. The playwright gave audiences the freedom to decide who Hamlet was; he could be mad, angry, undecided, or rash. Shakespeare did not give any thesis about his play as Olivier did. Because Hamlet would face so many challenges, it is likely that he was going to be a fairly complex being. Therefore, one can even argue that this was an erroneous deduction of Hamlet’s character. In the 1948 film, one realizes that Hamlet eventually makes up his mind. When he learns about the grand plot that King Claudius had instated against him, he marches towards the King’s direction and kills him. Hamlet gained confidence in his fate, which differed tremendously from the thesis made by Olivier, at the beginning of the film. Another grand mistake that Olivier does in his adaptation of the Shakespearean film is the elimination of Fortinbras, Guildenstern and Rosencrantz. For a director who wanted to bring out the psychological intensity of his lead character, these characters did not seem to be that significant, however, f or someone who wanted to present a well-rounded character, then he should not have eliminated these individuals. In the original Shakespearean play, these individuals were instrumental in highlighting Hamlet’s character. When Hamlet continuous to display erratic behavior, the King sends Rosencrantz and Guildenstern to investigate Hamlet’s change in behavior. However, Hamlet quickly discerns this. These individuals thus illustrate how sharp the character of Olivier was. Furthermore, Hamlet’s uncle tells them to accompany him during the diplomatic mission in order to ascertain that the King accomplishes his evil plans for Hamlet. Their loyalty to the King outweighs their relationship and attachment to Olivier. Guildenstern’s and Rosencrantz’ flimsy relationship with Olivier contrasted to this Prince’s disregard for tradition when it mattered. Fortinbras was a crucial part of the play because he developed a contrast for Hamlet’s characte r. Fortinbras was interested in conquering Denmark because he wanted to avenge his father’s death (Shakespeare 5. 2. 23). He was swift and firm with his decisions. Conversely, Hamlet was hesitant and confused about the necessary actions that needed to be taken. If Olivier wanted to bring out Hamlet’s indecision in his film, he should have introduced Fortinbras in his piece. These characters were crucial to the depiction of a fully-developed Hamlet. Olivier sacrificed this component in his motion picture. Therefore, the 1948 adaptation is not as strong as the original play. Conclusion The 1948 film is a depiction of how film can limit certain components of an older play. Shakespeare intended to create an all-rounded main character in his 1600 play, and one sees this through the characters that surrounded Hamlet. Olivier eliminated some of these characters and thus presented a weaker main character than Shakespeare’s. Furthermore, Olivier’s focus on the Oed ipus complex shifts attention away from Gertrude’s dishonorable as was the case in Shakespeare’s original play. Lastly, Olivier gives a thesis statement of his main character while Shakespeare does not. By doing this, Olivier impedes a viewer’s own interpretation of Hamlet. In the original play, one can choose to view Hamlet in one’s own way since Shakespeare makes no reductions. Hamlet. Dir. Laurence Olivier. Rank Film Distributors Ltd., 1948. Film. Shakespeare, William. â€Å"Hamlet.† Mit.edu. MIT, n.d. Web.

Philosophy Jokes to Understand the Self and Cognition

Philosophy Jokes to Understand the Self and Cognition Philosophy of mind is a rich field for jokes since quite a lot of humor is about the strangeness of being human and the difference between knowing something from the outside and knowing it from the inside (i.e. from a subjective perspective). Here are a few choice items. The Silent Parrot A man sees a parrot in a pet shop and asks how much it costs. â€Å"Well, he’s a good talker, says the owner, â€Å"so I can’t let him go for less than $100.†            Ã‚   â€Å"Hmm,† says the man, â€Å"that ‘s a bit steep. How about that miniature turkey over there? â€Å"Oh, I’m afraid he’d stretch your budget even more†, answers the owner. â€Å"That turkey sells for $500.† â€Å"What!† exclaims the customer. â€Å"How come the turkey’s five times the price of the parrot when the parrot can talk and the turkey can’t? â€Å"Ah, well, â€Å"says the store owner. â€Å"It’s true the parrot can talk and the turkey can’t. But that turkey is a remarkable phenomenon. He’s a philosopher.   He may not talk, but he thinks! The joke here, of course, is that the claim about the turkey’s ability to think is unverifiable since it doesn’t manifest itself in any way that is publicly observable. Empiricism in all its forms tends to be skeptical of any such claims. In the philosophy of mind, one robust form of empiricism is behaviorism. Behaviorists hold that all talk of â€Å"private†, â€Å"inner† mental events, should be translatable into statements about observable behavior (which includes linguistic behavior). If this can’t be done, then the claims about inner mental states are unverifiable and hence meaningless, or at least unscientific. Behaviourism Q: How does a behaviorist greet another behaviorist? A: Youre feeling fine. How am I? The point here is that behaviorists reduce all mental concepts to descriptions of how people behave. They do this because of behavior, unlike a person’s inner thought and feelings, is publicly observable. Part of the motivation for doing this is to make psychology more scientific–or at least more the â€Å"hard† sciences such as physics and chemistry which consist entirely of descriptions of objective phenomena. The problem, though, at least as far as the critics of behaviorism are concerned, is that we all know perfectly well that we aren’t just a lump of nature exhibiting patterns of behavior. We have consciousness, subjectivity, what has been called an â€Å"inscape.† To deny this, or to deny that our private access to it can be a source of knowledge (e.g. about how we are feeling) is absurd. And it leads to the sort of absurdity captured in the above exchange. Knowledge of Other Minds A four-year-old girl comes running to her father bawling loudly and holding her head. â€Å"What’s wrong, honey?† asks the concerned parent. Between sobs, the girl explains that she’d been playing with her nine-month-old baby brother when the baby had suddenly grabbed her hair and pulled hard. â€Å"Oh well†, says her father, these things are bound to happen sometimes. You see, the baby doesn’t know that when he pulls your hair he’s hurting you. Comforted, the girl goes back to the nursery. But a minute later there’s another outburst of sobbing and screaming. The father goes to see what the problem is now and finds that this time it’s the baby who’s in tears. â€Å"What’s the matter with him?† he asks his daughter. â€Å"Oh, nothing much, she says. â€Å"Only now he knows.† A classic problem of modern philosophy is whether I can justify my belief that other people have subjective experiences similar to mine. The joke illustrates the significant fact that this is a belief we acquire very early in life. The girl has no doubt that the baby feels pain similar to her own. It may also tell us something about how we arrive at this belief. Interestingly, what the girl says at the end is quite possibly false. The baby may only know that his sister did something to his head which hurt. That might be enough to stop him pulling her hair in future. But it won’t be too long before he goes beyond mere pragmatic avoidance of hair pulling and accepts the standard explanation of why he should he eschew it. The Unconscious A hunter is stalking through the forest when he is suddenly charged by a bear. HE shoots but misses.   In seconds, the bear is upon him. It grabs his gun and breaks it in two. It then proceeds to sodomize the hunter. The hunter is, of course, furious. Two days later he returns to the forest with a brand new high-powered rifle. All day he hunts for the bear, and towards dusk comes across it. As he aims the bear charges.   Again the shot goes wide. Again the bear grabs the gun, smashes it to bits and then sodomizes the hunter. Beside himself with rage, the hunter returns the next day with an AK 47. After another long search he finds the bear, but this time the carriage jams as he tries to shoot the charging animal. Once again the bear breaks apart the weapon and throws it away. But this time, instead of taking the usual liberties, he puts his paws on the man’s shoulders and says, gently: â€Å"Let’s be honest with each other. This isn’t really about hunting, is it?† This is a pretty funny joke. One thing interesting about it, though, is that it relies on the listener understanding that the bear’s words refer to unconscious motivations and desires. Since Freud, the existence of these is widely accepted. But at the time of Descartes, the notion that you could have thoughts, beliefs, wishes, and motives that you were not aware of would have been considered absurd by many people. The mind was thought to be transparent; anything â€Å"in† it could be readily identified and examined through introspection. So back in the seventeenth and eighteenth centuries, this joke would probably have fallen flat. Descartess Death The great French philosopher Rene Descartes is most famous for his statement, â€Å"I think, therefore I am.† He made this certainty the starting point of his entire philosophy. What is less known is that he died in rather unusual circumstances. He was sitting in a cafà © one day when a waiter approached him, coffee pot in hand. â€Å"Would you like more coffee, monsieur?† asked the waiter. â€Å"I think not,† Descartes replied-and poof! . . . he disappeared.

Metabical Case Study Example | Topics and Well Written Essays - 1250 words

Metabical - Case Study Example However, Metabical has faced competition ever since the FDA approved an OTC drug known as Alli. Therefore, Cambridge Sciences Pharmaceuticals had to come up with new marketing strategies, such as advertisements on TV, radio, celebrity endorsement and printed advertisements in medical publications. Its top priority was to ensure that patients gain knowledge and awareness of the drug. A Metabical potential customer is, therefore, required to make a well informed decision before settling for Metabical drug2. First, an overweight patient should be willing to lose weight either to be healthy or to avoid discrimination from others. Secondly, after an overweight patient is aware of their condition, they are required to start an exercising program and ask health care providers for assistance when they need it. Thirdly, after consulting healthcare providers, the consumers are required to consider and engage a different method that could be easier in achieving their goal of losing weight. Last ly, if all the other methods fail, the health care providers can recommend the use of the Metabical drug under observation. This way, patients can observe their progress in weight loss as well as evaluate the effectiveness of Metabical. Consumers and health care providers are the parties involved in the decision making process. This is because they are the target market for the Metabical drug. As such, it is also important to note that Metabical is a prescription drug that can only be acquired through a prescription. However, CPS should place into consideration the concerns raised over new weight loss drugs and focus on providing solutions to solve any problems that may arise. In addition, CSP should make up marketing communication strategies that attract consumer awareness, elicit their interest and arouse their desire hence purchasing the Metabical weight loss drug. However, these marketing communication strategies must be tailor-made to suit the interests of different targets3. I t is important to note that the consumer decision making process goes through some stages. The first stage entails recognition of the need for the Metabical drug. Many overweight people lack self esteem and consider themselves as outcasts. For instance, given an American case, more than sixty five percent of Americans are overweight. Here, the Metabical drug share needs with the Maslow’s hierarchy of needs that include the need for belongingness and love for companionship since no one likes to be excluded4. The next stage is alternative search, where the prospective consumer collects information from marketing sources such as advertisements, public sources such as newspapers and magazines. Some consumers opt to ask friends who have tried diet drugs before, family and health care experts for suggestions on recommendable overweight drugs. So far, the prospective consumers have been exposed to adequate information on diet drugs. The next step involves evaluation of available alt ernatives rather than Metabical drug. In this case, the consumer compares the Metabical drug to other products such as OTC products, the Alli drug, ephedrine and many others5. The consumer is also able to evaluate the ingredients of the drugs and rule out those that they may be allergic to. In this step the consumers’ objectives are to discover the side effects and the