Personal and professional healthcare commuinication paper Essay

Personal and professional healthcare commuinication paper - Essay Example on is relevant in health professional-patient relations, individuals’ search for, exposure to and use of health information, individuals’ adherence to clinical treatments and recommendations, the construction of public health campaigns and messages, risk communication, the education of people about how to gain access to the health care systems and the development of telehealth applications. Communication between health care professionals and patients is a requirement both for exchange of information and for content accompanying the information such as body language and facial expressions. Health care communication is the exchange or imparting of information between a health care professional and a patient so as to make the receiver understand and provide feedback and eventually act on that information (Ferrell & Coyle, 2006, pp. 542-568). Health care professionals play an important role in communicating with patients because they are always in close contact. A relationship between the health care professionals and the patient will be improved by communication and developing effective communication skills is an important factor and a priority for every health care professional. Patients are the main educational concern in basic health care education. However, this education equips health care professionals on how to contribute uniquely to promoting health in the working population. The health care professionals are usually the first point of contact with patients because of the usual direct access. When a health care professional shows that they are approachable and ready to help patients who need advice, the patients consciously make time to talk to the health care professionals. Listening is a vital tool for health care professionals, as they are usually is a common ground between management and staff when discussing the social well-being, health and quality of patients. Health care professionals may be asked questions by patients on topics that go beyond

Impact of Technology on Society Paper Research Example | Topics and Well Written Essays - 2500 words

Impact of Technology on Society - Research Paper Example At the present, the Internet is being used for a large number of reasons. Though, it has brought a large number of benefits and opportunities to this world however, there are also some risks and challenges associated with its usage. In addition, the benefits of the Internet cover up the associated challenges. The basic purpose of this research is to determine the impact of the Internet on society. This paper presents a detailed analysis of effects that have been posed by the Internet on society. This paper discusses advantages and ways people and organizations are currently making the use of the Internet. 2. Introduction Up till now, no other technology has received as quick recognition and acceptance as the Internet has received. Without a doubt, it has changed the entire world and turned this world into a global village where people are from all over the world are connected to each other. At the present, almost everyone uses the internet to carry out specific or ordinary tasks. In fact, the internet has turned out to be a significant part of the majority of people’s lives. ... This paper also discusses some of the negative effects that this technology can have on society. 3. An introduction of Internet The internet mostly acknowledged basically â€Å"the Net,† the Internet is a universal structure of computer networks-a network, in which users at any one computer can receive information from any other computer (as well as they can communicate straightforwardly with users at different computers in different locations). Nowadays, the Internet is a, supportive, public, self-financing facility available to hundreds of millions of users internationally. Actually, the Internet makes use of a part of the whole resources of the presently accessible public telecommunication networks. In principle, what differentiable the Internet its use of a collection of protocols known as TCP/IP (Turban, Leidner, McLean, & Wetherbe, 2005, p. 71). The appearance and growth of the Internet has made business markets more workable and competitive than ever before. With the In ternet, every organization (small, medium, and large) in the world is potentially a local competitor. At the present, all the business marketers understand that the Internet is a precious instrument or technology for extending reach to international markets and dealing customers in a superior way (Summers, Gardiner and Lamb 67). In addition, at the present the ways business organizations and people of a society carry out their tasks and survive in the twenty-first century are measured via the huge web of electronic networks that was referred to normally as the information thruway however at the present is generally acknowledged as the Internet (Turban, Leidner and McLean). The internet can be defined as a huge network of networks that connects the millions of businesses, government

Waste Materials In Construction Sites

Waste Materials In Construction Sites Malaysian construction industry still faces increasing in the generation of construction waste materials and for sure they face problems in the removal of this waste. In the last two decades, huge construction building and infrastructure development projects have led to raise the production of construction waste material. The construction waste has a significant impact on the environment, and its environmental effects are in direct relation to the quality and quantity of the waste it generates. (Begum RA, Siwar C, Pereira JJ, Jaafar AH) In Malaysia, The construction industry generates a lot of waste material that can be reused and recycled. Most of the waste materials go into landfill which is both direct cost to construction, and workers productivity and also has wider environmental implication. Moreover, Malaysia have little reliable statistic of construction and demolition that shows the rate of waste generation, type of waste, method of handling process of wastage, and the quantity of materials wastage minimized at source, reused or recycled on-site or off-site in a specific type of construction such as residential construction. (Haliza B.M 2010) According to (Hassan et al. 1998) which shows that on average, the generation of waste can be breakdown into 36.73% from household waste, 28.34% from industrial and construction waste while other sources (market and commercial waste, institutional waste, landscaping waste and street sweeping waste) account for the remaining 34.93% in the Central and Southern region of Malaysia as shown in Figure 1.1. This figure shows that the waste generated from construction plays a significant role in contributing to the disposed in the landfills. PROBLEM STATEMENT The construction fields produce huge amounts of waste by consuming natural resources (Poon, 2007). Waste in the construction industry includes such delays as time, cost, lack of safety, rework, unnecessary transportation journeys, long distances, improper choice or management of programme or equipments and poor constructability.(Lee. et al.,1999) Wastages affect not only on environment its also bring extra project costs to the contractors and developers. Many countries especially the developed countries have started to aggressively recycle the construction materials due to its many benefits. In Malaysia, there is a huge potential in recycling of construction waste and if implemented correctly; will only bring about a construction resurgence. (Wong X. W. 2010) It is then obvious that waste management should be implemented. Reducing, reusing and recycling appear to be profitable alternatives that will increase the lifetime of landfills and reduce exploration of natural resources. (Woolley, 2000) Most importantly, our environment will not face more deterioration. In addition to the environmental benefits in reducing the demand on land for disposing the waste, the recycling of construction wastes, can also help to conserve natural materials and to reduce the cost of waste treatment prior to disposal (Poon, 2002). Despite the efficiency and expertise of the builders in the use of the material there is an increase in the cost of disposal of demolition waste, which requires the need to develop an effective plan for waste management options using the reduction and recycling. Contractors, developers, architects and engineers should have knowledge about how to deal with construction waste materials by reducing, reusing and recycling. Also the governmental authority must play a role by introducing suitable legislation to implement the law and follow up on all offenders who do not follow the laws. With the expansion of urban areas, all relevant parties must make sure that waste materials are minimized and there is a full execution of recycling, waste materials to guide the construction industry in the right direction. (Mohd.N. 2010) OBJECTIVE OF RESEARCH To identify the types of waste materials in construction site To determine approach being use at construction site to reduce waste materials. To give recommendation on reduce, reuse, and recycle of construction waste materials. SCOPE OF STUDY The study covers area of Selangor at Malaysia. SIGNIFICANT OF STUDY Construction industry has an important impact on the environmental in term of unbalanced ecology, change of living environment, potential sewage, and depletion of natural resources, energy usage and production of waste. This study will generally talk about reduction materials wastage issues in construction field. Reduce the material wastage in construction is approved in applying reuse, recycling and reduce the building materials in construction activities. This thesis reviews the technology on construction waste recycling and their viability. CHAPTER II LITRATURE REVIEW INRODUCTION On this chapter, definition, classifications, advantages of reduce waste construction materials and reasons that lead to waste the materials. Investigate or study the related information about this case in from literature information will be definitely implemented in the Methodology. Literature reviews is very important in the research works and consider as foundation for any study which depend on the information of previous researches that has been carried out on the related subject. It provides further knowledge about the scope of research. DEFINITION Construction waste material can be defined as the difference between the value of materials delivered and accepted on site and those properly used as specified and accurately measured in the work, after deducting the cost saving of substituted materials transferred elsewhere, in which unnecessary cost and time may be incurred by materials wastage. Construction waste is any material where there holder has an intention to discard the material as no longer part of the normal commercial cycle or chain of utility. (Ferguson, 1995). According to The environmental protection Act 1990 (EPA 90) Section 75 defines waste as any materials which formalizes remains substances or streaming or other unnecessary surplus substance coming from the application of any process: and any material which involves to be disposed of as being damaged, run down, spoiled, or contaminated, but does not contain any material that is an explosive within the meaning of the explosives Act 1875; or Any substances that are unwanted and ignored or on other hand deal with as if the materials were waste shall be supposed to be waste unless the contrary is proved. (PING, OMRAN, PAKIR, 2009) The waste building materials, packaging, and rubble resulting from construction, remodelling, repair, and demolition operations on pavements, houses, commercial buildings, and other structures. (U.S. Environmental Protection Agency (USEPA) Waste is defined as the by-product generated and removed from construction, renovation and demolition workplaces or sites of building and civil engineering structure. (Cheung, 1993) Waste is defined as any material by-product of human and industry activity has no residual value. (Serpell and Alarcon, 1998) Construction materials wastage is unused materials (such as blocks, bricks, concrete, glass, plastics, steel, wood and soil generated by new building construction, renovation, or pulling down of existing construction. The World Book Dictionary defines waste as useless or worthless material; stuff to be thrown away. MAJOR TYPES OF WASTE MATERIALS According to the Environment Protection Department (EPD) (Chung, 2000) .The additional wastages require more time and extra resources for removal which might delay the building operations. The most important sources of construction material waste containing such as: 1. Concrete/cement. 2. Steel/reinforcement. 3. Brick/block. 4. Plastic/PVC 5. Glass 5. Timber/formwork. 6. Screw/bolt/nail. 7. Tile, ceramic tile 8. Non-ferrous metal aluminium CONCRETE Generally, the usage of concrete is mostly for substructure and superstructure of buildings wastage is largely caused from the mismatch between the amount of concrete required and that ordered from suppliers in the case of ready mix concrete supply. The service provider might not be familiar with the exact quantity due to improper management planning, leading to over-ordering. Wastage is also happened because the delays and needless waste handling processes. STEEL REINFORCEMENT As known steel bars are considered one of the most materials being used in construction site. Wastage of steel mainly resulted from cutting. Also wastage might be happen due to damages during storage and rusting. Pre-bending in the manufacturing works can eliminate cutting waste. TIMBER While timber is one of the main materials using for formwork wastage usually happen because the continuous or bad usage and as well as the over cutting. Timber usually dumped after use to do form work. Timber cannot resist termites and can easily break. So it is not suitable for long-term usage. Old timber also usually ends up in the trash and cannot be recycled. BRICK AND BLOCK Because the common usage of bricks and blocks in construction as walling and for partition. Wastage usually caused due to the improper cutting and careless of handling material. Improper handling might raise wastage of brick and blocks damage because of the breakable nature of the materials. Bricks remained on site without usage will end up in the trash skip in the end. PLASTIC/PVC Plastic wastage normally resulted from the cutting during piping work. Also plastic wastes happen due the inappropriate storage which throws it on site without considering its bad weakness and durability. PVC or plastic will melt if it direct contact with heat. Plastic also cannot resist chemical reactions. SCREW/BOLT/NAIL/ TILE The usage of those items usually being as connection. For sure they are used with large quantity which easily damaged due to the carelessness of the workers. Throwing screws or nails by workers lead to increase the wastage of them. Also wastage of tiles commonly happens during cutting. BENEFITS OF CONSTRUCTION WASTE REDUCTION Minimizing the total costs of the project throughout avoided removal costs, averted buying new materials, and revenue profit from materials sale due to reusing of materials onsite. Helps societies, construction companies, and construction owners comply with state and local policies, such as disposal bans and recycling goals. Promote general image of construction companies which minimize waste disposal. (Zhang, 2008) Reduce the environmental impact of the waste. Cleaner and safer construction site. Conserves space in existing landfills. Additional costs are avoided by diverting waste from landfills. CAUSES OF WASTE MATERIALS GENERATION According to Ekanayake who has discuss the causes of construction waste material he said that there are many factors lead to construction waste at site and he specified that the most important are ordered the common sources of construction waste under six categories: (1) design; (2) procurement; (3) handling of materials; (4) operation; (5) residual related; and (6) others. Furthermore those sources of waste materials probably happen during main phases of the project life cycle, (1) design, (2) operational, (3) material handling and, (4) procurement. (Ekanayake) Design Carelessness to dimension skills of some materials Design changes during construction progress. Lack of experience of designers and project managers in scheduling works. Lack of attention paid to standard sizes available on the market Designers familiarity with alternative products Complication of reading drawings details Lack of information in the drawings Errors in contract documents No completed contract documents at the beginning of project low quality materials selection Procurement Suppliers and workers errors Accidents coming from carelessness of labors Damage to work done caused by subsequent trades Use of wrong materials, which need replacement Failure to reach the required quantity before work from quantity surveyors. Late passing of information to responsible person on types and sizes of materials to be used Equipment broken and rainy weather Handling materials Damage happens due to the transportation process Unsuitable storage for materials caused damages to them Materials supplied in loose form Bad construction site layout where materials close to working place Misunderstanding between teamwork and workers Theft Operations Ordering errors Lack of possibilities to order small quantities Buy materials which can not be comply with specification CONSTRUCTION WASTE REDUCTION Construction Waste Reduction has been defined by the UK Environment Agency (1997) as reducing construction waste by protective measures (prevent, reduce at source, and reuse of wasted materials) and waste management measures (quality improvement, and recycling). Similarly, Envirowise (1998) defined Construction Waste Reduction as the process of systematic waste reduction at source, by preventing and reducing waste before its physical generation, and encouraging reuse, recycling and recovery. Therefore, according to (Riemer and Kristoffersen 1999) reducing waste materials is a process of avoidance, eliminate or decrease the waste on sources or allow reuse and recycling process of waste materials for such purposes in construction field. Waste reduction hierarchy has been addressing (reduce) as one of the highest main concern for decreasing the amounts of waste. The crucial objective of the strategy of waste reduction is to avoid or eliminate it from the outset, at the beginning stage phase of the project. (Andy, Andrew and Simon) Waste reduction is achieved through the application of a Waste Reduction Hierarchy which is applied from design through to disposal, as detailed below:- 1. Reduce. Avoidance of unnecessary consumption of materials at the concept and design stage of procurement; 2. Reuse. Reuse requires the design and utilization of re-useable containers and materials without subjecting the item to a manufacturing process that changes its original configuration and composition (e.g. reusable packaging and pallets for storage); 3. Recycle. Product recycling requires the raw material to be recovered and used to manufacture another product; 4. Disposal. Disposal of waste to landfill is the least acceptable form of waste management, and is to be regarded as the option of last resort. REDUCE In the past, waste reduction strategies have taken many forms, but the main purpose has remained the cornerstone of most waste reduction strategies which is to find out the maximum practical benefits from waste materials and to produce the minimum amount of waste. The understanding of what construction materials need to buy is the most first and important part in waste reduction, then monitoring materials usage, and after that find ways to avoidance, reduce, reuse, then recycle the wasted materials. A good strategy is to target the major component in the waste material stream, and put into practice the easy waste reduction steps first. Below are some ideas to help you identify waste reduction opportunities:- Buy pre-cut materials like foam boards and floor trusses to minimize waste. Re-utilize wasted substances like siding, inside trim, door, and framework for wood, hardwood floors, and bath fitting. Planning for usage 4 x 8 panels and standard timber lengths; plan to create functional usage of standard lengths of heating tube material, metal pipes, wiring, siding, and gutters. Find out new developed methods that can decrease and make usage of materials more economically and efficiently. Consult trade publication, construction companies, and local organizations for information on resource efficient building designs and techniques. Choose design which allow and give opportunity to dismantling all parts of the structure as an alternative choice instead of the demolition, which might save building materials for recover them to be useful source of materials for volunteer organizations. Work with famous designers, contractors, and suppliers those who have good characters in usage of resource-efficient design and building. Select to expand long period of new or existing buildings. Choosing the best quality, more durable substances extend the life of the building structure and giving easier remodelling, protection, or renovation. Usage of elegant design characteristics from architect and designers might be useful for minimization of building wastage and enhance the productivity due to the genius designation like multi-purpose rooms, encouraging smaller footprints, and choosing construction materials which friendly to environment and energy efficient. Construction companies also might use cutting and advanced framing techniques to minimize building wastage, this method may produce few waste, and holding over surplus to the next construction site or donating by them to the volunteer organization. REUSE Separation of the materials is the most important thing in reuse wasted materials also separation should be separated in good condition to keep materials durability. A majority of these materials are durable and therefore, have a high potential of reuse. It would, however, be desirable to have quality standards for the recycled materials. There are many materials might recovered from construction sites waste and they can be sold, donated, stored for later use, or reused on the current project. Some materials are convenient for reuse such as doors, cabinets, windows, carpet, brick, light fixtures, ceiling and floor tiles, wood, HVAC equipment, and decorative items (including fireplaces and stonework). Construction waste can be used in the following manner: Reuse on site of blocks, stone slabs, timber, piping railings etc. Sale material that cant used again on site through design restraint or design changes. Recycle materials such as plastics, broken glass, scrap metal etc. Use materials like broken block or brick, plaster concrete pieces etc. in other application at the construction. For ex. levelling, cavity under coat of paths where the passage not required of heavy moving loads. Big pieces and unused parts can be sent to lower areas to fill them. Soft materials might be used as can be used as cover material over sanitary landfill, like sand, dust etc. RECYCLING There are some materials can be directly recycled onsite into new construction or offsite at a construction and demolition processor. Typical materials recycled from construction sites contain metal, timber, asphalt, pavement, and concrete pieces, roof materials, corrugated cardboard and wallboard. Most of the construction wastages throw out to landfill. There are many opportunities for the construction companies to reduce that in order to extend the life period of landfill sites, decrease transportation requirements and reduce the primary resource requirements. DISPOSAL Landfilling is the main method of disposal of all solid wastes including the construction waste materials in most of countries. Landfilling is not capital intensive and does not require skilled labour unlike compositing or incineration. MATERIALS CAN BE RECYCLING Recycling of construction materials has been recommended from many researchers in their studies and companies work in that field but the factual administering of construction and demolition waste recycling is limited to a few types of solid wastes. According to (Mindess et al., 2003): who thought that economy, compatibility with other materials and material properties should be taken into account when considering recycle materials. He justified that recycling can be only useful when the recycled product is economical compared to the natural resource in cost and quality. He added recycled materials will be preferable in areas where less raw materials and land filling sites exists. It investigates the technology on construction waste recycling and their viability. In addition, (Mindess, 2003) has been mentioned to materials recycling practice had been studies such as concrete, plastic, brick, ferrous and non-ferrous metal, masonry, glass and timber. CONCRETE In fact, concrete is the most materials being wasted during construction and demolition. According to (Emily, 2010), manufacturers produce more the 25 billion tonnes of concrete per year. Large quantities of concrete waste during tear down/building new construction therefore concrete need to recycle. It is an easy way to recycle concrete. The most important thing is to sort concrete and remove the steel rebar then after sorting concrete go through out crush machine to grind them forming very small pieces as sand or aggregates. Crushing can be made on site to reuse at the same time. BRICK Bricks wastage coming from construction site might be polluted with mortar, rendering and plaster, and usually they being blinded with another materials such as wood and concrete. But there are difficulties being faced in the separation of bricks which usually need to be separated and sorting by hand. There are small percentage around 10 to 15% of bricks from damaged buildings are facing bricks, therefore they need manpower and it might be expensive to sort and clean bricks. Therefore contaminated bricks are not economical to be used because that will be more costing than natural bricks. In 2004, Japanese building site had been burning the destroyed bricks into slime burnt ash. And, in recent year, bricks are commonly be crushed to form filling materials and hardcore in Hong Kong. STEEL Preferably, it is better to reuse steel wastage directly on site. If the direct usage is not possible, then it can be fuse to manufacture new steel. According to (Coventry, 1999) there is more than 80% of the steel wastage coming from construction fields being recycled into new materials in the Netherlands, despite the fact that almost 100% may be claimed to be recyclable. Steel organization reports that roughly 100% steel reinforcement is made from recycled scrap and 25% steel sections are made from recycled scrap. Scrap steel is almost completely recycled and allowed repeated recycling. Also in Japan, they recycles construction steel such as steel reinforcement and rebar due to fabricated steel or cut to resize off-site with the cutting waste, 100% of steel waste might be recycled to keep away from wastage at construction site. GLASS According to (Coventry, 1999), in UK, 425,000 tonnes of glass has been recycled. However, the recycling rate is fairly low in Hong Kong 1% comparing with countries such as USA, Japan and Germany which their rates are 20, 78 and 85%, respectively. Glass can be reused in the construction industry for a number of applications: (i) Window: (Coventry, 1999) thought that window glass might be reusing on construction that will be depend on how they deal with glass handling, storage, transportation from/to construction site, and the quality. (ii) Glass fibre: for material properties improvement, glass can be recycled in the manufacture of glass fibre using long easy process starting from collecting the waste to recycle pin then transported to treatment plant, the glass then should be sorted according to its colour and type and washed to clean it from any impurities after that glass crushed and melted then moulded into new product. Glass can be used in thermal and acoustic insulations, which can be mixed with strengthen cement, gypsum or resin products. (iii) Filling material: they had practiced recycling for glass in UK as a fine material for cement replacement called ConGlassCrete that support the strength of concrete. (iv) Tile: in US 100% replacement of recycled glass that gives good-looking reflective appearance on the exterior after burnishing. (v) Paving block: in United State they created aggregate from recycled glass by crushing. Also in Hong Kong, they are developing this recycling technology, which can produce advantages such as promote good-looking reflective appearance on the exterior after burnishing, minimize water absorption of concrete block and provide good compressive strength. However, the problems on instability, sharpness of aggregate and alkali-silica reaction expansion need to be resolved. By adopting pulverized fly ash for depressant in alkali-silica reaction and reduce the impurities are necessary in improving the quality of paving block adopting recycled glass aggregate. (vi) Asphalt in road: 15% of old glass had been recycled forming asphalt in Taiwan. Furthermore glass needed to grind to very soft materials replacing asphalt (vii) Aggregate in road: also in US material called glassphalt has been made from crushed glass and used as an aggregate in bituminous concrete pavement. (viii) Man-made soil: Japan practices adopted waste glass as ultra-fine particles at high temperature. MASONRY Masonry waste usually crushing as recycled to become masonry aggregate. So after grinding till become masonry aggregate will be such thermal insulating for concrete. it can also help concrete to be more strength with comfortable thermal insulation, masonry waste can be used after recycled for traditional clay bricks (i) Crushing recycle masonry aggregate till be as ash then will be replacement for clay in brick including sand sodium silicate brick. (ii) Using masonry aggregate in traditional clay brick in this case it prefers to avoid any contain of any element that will prevent effects on durability and strength of clay brick. (iii) In case of sing masonry in sodium silicate brick it might contains some of elements like lime but have to be under pressure of 15 bars to create sodium silicate bricks. NON-FERROUS METAL The major non-ferrous metal materials gathered from construction sites are aluminium, copper, lead and zinc (Coventry, 1999). Furthermore after separations and sorting of those materials, they can be sold directly to the scrap metal traders for recycling or directly to end-user by melting. In UK, the usage of aluminium is up to 95,000 tonnes with about 70% recycled in 1997,recycling of copper is up to 119,000 tonnes out of a national market of 262,000 tonnes used (100% recycling rate can be achieved). While paper and cardboard form approximately 37% of construction wastes by volume (EPD, 2002). Recycling companies usually reprocess them as paper product by purification. PLASTIC In fact, it is very hard to recycle plastics wastages if they are blended with other plastic or impure materials but according to (Hendriks and Pietersen, 2000) great possibility to reuse materials such as polyethylene (PE), polypropylene (PP), polystyrene (PS) and Polyvinylchloride (PVC) especially if they being gathered properly segregate and spotless. Because of the damages in some of the characteristic of the old plastic the possibilities of high level recycle will be definitely restricted. Virgin material should include in recycling. The recycled materials are utilized for the manufacturing of new plastic includes 70% recycled material; 30% virgin material is utilized for securing sufficient ultra violet (UV) resistance in the Netherlands. Furthermore it might be probable to develop this substitute ratio up to 80 or 90% in the coming years. According to (Coventry, 1999) there are many major chances to address when considering the recycling of plastic such as:- (i) Panel: in 1992 roofing panels have been started due to the recycling of diaphanous PVC. Because of the impurity and the consolidation, the recycling materials have less quality than new roofing component, so that should be applied for only the inferior face. This panel must be transformed to powder using cryogenic milling. Then powder should mingle with plasticizers and also mix up with other materials to produce new panel. (ii) Plastic might be street furniture, roof and floor, piling, PVC window, noise barrier, cable ducting and pipe, cladding and insulation foam through recycling and redesign for usage. (iii) there are new methods has been developed to allow construction materials to be with time infused with recycled plastic ingredient in order to increase strength, durability and impact resistance, and improve appearance. TIMBER The wastage of wood from building site operations is generated in huge amount all over the world. According to (Coventry, 1999) he mentioned to that the wastage of timber generated in UK is more than 2.5 tonnes per year. For sure, wastage of wood has possibilities to be recycled after collection for some purpose such as: (i) Timber wastage coming from building activity might be utilized directly for reusing in any applications in construction projects but before reusing need to clean the from nails and resize the them to the proper way. Furthermore unspoiled timber should be reused as board, beams, doors, floorboard, roof beam, balcony ramparts, partitions, and pile. In Japan they already developed wood waste into new technology turning them to furniture, shoring wooden pile for relocate pine trees, wood bench and timber stair. (ii) A special lightweight concrete might be formed from aggregate made from recycled small wooden pieces. (iii) According to (Hendriks and Pietersen, 2000) in Japan wood waste might be recycled as energy sources, for Ex. fuel, charcoal for power generation. Also there are more than 400,000 tonnes of wood from building activities are produced in Netherland. (iv) wood pieces wastage throwing from building activities might be recycled and reused as new building materials as partitions, board for roof, ceiling and floor, cladding in agricultural building, advertisement panels, a packaging substitute, wall and sound barrier. (v) Paper, In Japan, they recycled timber producing board and mulching. Besides that wastage of wood might be mixed with topsoil to improve soil texture and coated with plastic to produce material called plastic lumber. (vi) Clipped timber is recycled by spraying them onto sloped soil surface in Japan, which is called geofibre. (vii) Timber waste can be recycled to create insulation board, kitchen tool and furniture from the chipped timber under pressure at around 180 Ã ¢-Â ¦C for 40 min with

Essay --

Hayanny Silva Coach Hansen Brit Lit December 13, 2013 Shakespeare Hamlet Insanity VS Sanity The Tragedy of Hamlet In the Tragedy of Hamlet, Prince of Denmark, by William Shakespeare, Hamlet an intellectual prince switches from sanity and insanity throughout the entire play. You can see that during the play when madness seems right, he puts on an "antic disposition (I.V.173). Nevertheless when Sanity proves to be the answer Hamlet returns to being logical. Hamlet claims he is "mad north-north-west" (II.ii.376), meaning he is mad sometimes and sane other times. Therefore, to reach his goals, Hamlet switches between sanity and insanity. In the poem, Hamlet switches to insanity to achieve some of his goals. Hamlet uses his insanity to conquer his obstacles. Hamlet is only insane towards his enemies and his enemy’s allies. For example, Hamlet attacks Gertrude verbally and physically, because she is an obstacle to Hamlet. Also, Hamlet kills Polonius and assures that Polonius is "dead, for a ducat, dead" (III.iv.25).When hamlet kills Polonius he feels nothing, no sympathy, no sorrow, and no fear. His insanity overcame him to the point that he would kill someone with not a hence of pity nor feelings. Hamlet gradually harms Gertrude with his words of insanity, while killing Polonius with his insanity. All of these two people, Gertrude, and Polonius, are Claudius' allies, and by harming Claudius' allies, Hamlet is harming Claudius, which is Hamlet’s goal. Death of his [Hamlet] father caused a fault in Hamlet's logic, and that fault forced the madness on him. Hamlet believes that Gertrude his mother has had an affair with his Uncle and actually aided in the slaughter of his beloved father. On top of that, Hamle... ... ideas that Hamlet is mad and that Hamlet is not mad. Readers and critics can agree that Hamlet is not a "man of action," but is instead a "man of reflection"-reflection that is concentrated on both himself and the world (Schucking 31).I believe it is Shakespeare's anger towards corruption and religion that makes Hamlet to fall into madness. â€Å"Finding a character in real life of a person endowed with so delicate as to border on weakness with sensibility too exquisite to allow of determined action â€Å"(Sylvia 13).While it’s difficult to point out the exact cause in Hamlet's life that lead to his insanity, one thing is for certain; he went mad, and the madness did to him what it does to everything that holds madness; it destroys whatever it touches. Insanity in The tragedy of Prince Hamlet over powered sanity which concludes that the entire play revolves around insanity

Changing places

Change of places can be for a good or bad reason, but in my case was for the best for our family. Most couples, when thinking about divorcing are worried about their children, because everyone knows that divorce have some effects in children's. In my opinion divorce is about loss and change. When my parents divorced it was hard for my younger brother and l. But was a change for the best of everyone. We moved to Hidalgo. Around this change of place, as result of my parents' divorce, everything has changed, a new place to live, a new school and we had to grow up emotionally faster.My life as many peoples had good and difficult times, but I have learned about life struggles. I was sixteen years old when my parents divorced. One night, my brother was in his room, and I was in the kitchen. Our parents told us to come and sit down in the living room. They had to told us something. We all were sit in the room, my Mom said † your Dad and I â€Å", my Dad interrupted her, † are g etting divorce†. We were in shock. The next day my Mom told me that we had to move. She decided to come here, because we can get a better education here.We came like three times in a onto for shopping, and, to visit my aunts. But it was not the same. We had lived all of our lives in Mexico, so it was a huge change for us. At the time, when we came from Mexico, we were a little family: my Mom, my little Brother and l. It was hard because we did not have a stable place to live, we stayed with our aunt while my Mom found a place to live. Every day my Mom was out looking for an apartment or house to rent. This experience was completely new for us, we had our own house In Mexico, but my parents decided to sale the house, when they divorced.After a peoples of months; finally, my Mom found an apartment of two rooms. The first couple of months were the most difficult for us. We got in a new school, without knowing English. My brother and l, took SSL classes to help us to master the la nguage. Every day when I came back from school to our new apartment which had no furniture. At that time It was only my Mom working to pay the bills without any help from my Dad, so we did not had too much In our little apartment , only the basics. As many teenagers we wanted everything. My brother was fourteen years old, so he cannot work at the time.I was sixteen years, so I decided to look for a Job to be able to buy my personal stuffs; I got a Job in an import and export agency as secretary. After six months, my little family was more stable in all terms, but my Mom got some eye problems, so she was obligated stop working. As the oldest in my little family I had to change my part time Job for a full time Job to support them, at this point, when I changed the house obligations with my Mom, I stopped to see my family that little. My Mom said â€Å"sorry for give you this responsibility at this age† I felt myself onto a tornado, this experience was totally new.I learned to n ever give up at any change. I had to grow up more quickly, be mature to distinguish the good from the bad. Sometimes, I felt sad, because I want to party with my friends from school, but I had to work a full time Job on weekends, pay bills, drive my Mom to her appointments not give up in his studies. After all, in my Junior year I noticed that if I had finish with my credits I will have the chance to leave early instead of pm in my senior year, it was like a little motivation for me to get better in school and never give up, as my mom said † hard work always pays off'.Finally, I went to my senior year, I did all my credits, so I change my schedule to have more time. I get experience in import/export and brokers in my first Job, so I applied in a new agency as broker consultant, I get the Job and a raise too. Through, this years was a lot of stress for me have two Jobs, school and the responsibility of support my little family, at the time I was too busy thinking about my new r esponsibilities that I did not remember about my parents' divorce and the change of place. I accepted the changes.And now I had done with my high school, and still in college with new opportunities to face. Around this change I had to work for my family and my goals, everything was new, no body say, it was easy changing places, but my family did it. We changed of place for a better life, not for the reason we wanted but no matter if are good or bad the reason, the importance is to pick the good from the bad. Instead, I am an independent women, and I am making my Mom proud of me. From this change I realized that no matter how bad something seems you will always like the results at the end.

Religion: And How it Has Changed My Life Essay

After thinking about it, I thought Wicca hasn’t really changed my life that much, at least not in concrete ways. I’ve always loved the Earth and thought of it as being beautiful and precious. I’ve always been fascinated at the beauty and mystery of the Moon and the starry sky. I’ve always found Nature to be healing in an all inclusive way that encompasses the physical, mental and spiritual realms. I’ve always believed that our minds have the power to accomplish amazing things. I’ve always thought that there is much more to this Universe than what we can see with our eyes and grasp with our minds. I rejected my family’s religion, Christianity, because despite many claims of it being filled with peace and love, I found their holy book to be filled with persecution and cruelty. I was certain that no single culture had a direct-line to the Divine, that there was no â€Å"One Truth†. I became interested in natural remedies. I celebrated the seasons in my own simple manner. In many ways, I am as I always was, and yet discovering Paganism has brought major changes to my life. When I realized that there was an actual religion whose beliefs so closely matched my own, I was filled with happiness and enthusiasm. I literally spent about a year and a half utterly consumed in learning all I could get my hands on: the lore, mythology, magick and ritual. It was fascinating, and all my spare time was devoted to gathering knowledge and attempting to incorporate what seemed true into my life. I know that I will always be learning and growing in my chosen philosophy, but it is more subtle now. I know the â€Å"basics† at a basic level. I am branching out, studying mythology to an even greater depth, using meditation and divination to know myself with ever greater understanding. I am certain that each individual’s path will be unique, but I consider Wicca to be a path more concerned with who I truly am and how I connect with this Universe. These are wonderful concepts to ponder, but how has Wicca actually affected my daily life? As I thought about the question I realized that it has affected me in subtle but myriad ways. It has become a deeply intertwined part of my life. I think it affects every aspect of my day to day existence. The small rituals, that are such a part of my daily routine now, enhance my  life and make it more more meaningful and fulfilling. When I wake in the morning I step outside and greet the Sun. I feel a moment of thanks for its warmth and life-giving rays. I read a poem or a meditation about a Goddess/God. My evening routine is similar. I go out and welcome the Night, the Moon and the Stars. I acknowledge the mystery and magic that I find intrinsic in their beauty. I try to spend as much time as possible out in Nature because I realize that such time is necessary for me. I light candles and whisper heartfelt thanks and love to my Goddess and God. But these actions, while important and meaningful to me, are things I’ve added to my life as a form of worship. How has Paganism changed my everyday, mundane existence? As I mentioned earlier, I did not have much respect for Christianity when I was younger. Learning about many different religions has helped me to realize that Christianity can be a satisfying and fulfilling path for many people. It is only in the hands of extremists that it can become a path of hatred–just as with any other religion. Wicca has helped me to be tolerant of other people’s spirituality as long as they aren’t spewing prejudice and hatred for any other religion besides their own. This didn’t happen overnight. At first I was indignant about Christianity’s attempt to destroy Paganism, the cruelty of the â€Å"Burning Times† and the intolerance that some modern day Christians show toward other spiritual paths. As I read and learned and pondered the issues, I realized that even Christianity, with its horrible history and its modern day fanatics, is a valid and rewarding path for most of its adherents. For most it is a path of love and peace. I never was too concerned about keeping my room â€Å"spotless†. I’m a bit of a pack rat, and things tend to pile up. I’m also a procrastinator, it’s easy for me to put things off until I’m in the mood to do them. Now I try to keep it less cluttered and more organized. This is a direct result of Wicca, because I don’t want negativity to gain a foothold in my home. I realize that messiness can affect the feeling of my home if only in subtle ways. I’m far from perfect, but much better than I used to be and improving with time. I often had a terrible time making decisions, especially important ones,  sometimes agonizing for days or even weeks over which choice to make. Now I’ve learned several different types of divination. These help me to know my own mind and make the best decision I can without second guessing myself or wondering if I should have chosen a different route. I hardly ever prayed before becoming Wiccan. I connected it with Christianity. Now prayer has become an important part of my life. This was something I didn’t plan. It just developed naturally. Prayer gives me peace of mind at times, gives me an instantaneous response to stressors and lets me have a spontaneous and intimate relationship with Divinity. I have always written poetry. I have become more prolific. Even if my words are only beautiful and meaningful to me, poetry adds a glorious dimension to my life. It is an amazing experience to begin writing and have the words flow onto the paper without any struggle, to realize that, in some very special moments, it is as if you are a conduit to Divinity and the words are a direct connection with God/Goddess. While I don’t believe anyone can know for certain what happens after death, I have accepted reincarnation as my personal philosophy. It just makes sense to me, and it gives me comfort and peace when I am faced with the death of others or my own mortality. I have become more calm and serene. I don’t let things bother me as much as I used to. I live more in the moment now than in worrying about the past or the future. I feel an even greater sense of gratitude for my life, the blessings that I have and the beauty and wonder of this amazing Universe. Meditation has given me much benefit, but the whole philosophy of life, that I’ve embraced in the past few years, gives my existence a deeper meaning and makes sense of things that I couldn’t understand before. I have learned spellcraft and use it to improve my life. I believe that much, of the changes that magick makes, is within ones self. It gives me a confidence and a surety that affects my whole life. I believe that to make outward changes, a person must first change their inner self. That is what  magick is to me, the ability to change myself for the better, to live in harmony with those that I love and the natural world around me. It also lets me communicate my desires to the Universe, and if it be for the greater good, I know my wishes will be granted. Perhaps in a way I hadn’t anticipated, but granted nonetheless. Of course I realize I must do the mundane work, and I never ask for more than I truly need. I am not as shy as I used to be. I love writing, but just about 5 years ago, I would have been too reticent to submit my thoughts in this essay or any other something that other eyes might see. I’m in the process of created my own website, I have been for about 2 years. This was a gigantic step for me, but I felt an almost overwhelming urge to honor my Goddess and God in this way. I joined a Pagan message board about two years ago. That was another huge step for me. It took me several months of â€Å"lurking† to get up enough courage to join, but I wanted to be a part of a community of like minded people and join in on those discussions that I found so interesting. This would have been impossible for me without all the small steps I’ve taken in the last few years. You could say that most of these things would have developed anyway as I gain the experience and wisdom that comes from living more than seventeen years. That may be true, but then again it might not. I know others my age who are torn by angst, whose lives seem filled with a steady stream of problems, who are anxious and unhappy and ever searching for what will bring them contentment and fulfillment. Perhaps it’s a matter of personality or temperament. I really don’t know, but I do know that Wicca has been a catalyst for changes that have greatly improved my personal life. My spirituality gives me a satisfaction that I searched for and couldn’t find for a long time. Wicca is an intrinsic part of me now. It affects my every waking moment perhaps not consciously, but at a deeper, more profound level. Wicca answers an abiding need deep within the very core of my being. Because I have accepted and embraced its philosophy, my entire life has been affected. I am a totally different person than I was 7 or 8 years ago, yet I  am the same in many ways. I know that’s a contradiction, but I know that it’s true also. We all change subtly with the passing of time. Hopefully we change for the better. Wicca has changed my life in both great and small ways. I believe I am a better person for it.

German war effort in World War essays

German war effort in World War essays By late 1943 the Germans war efforts in Russia where looking more and more bleak. With a large number of German forces still entrenched in the Russian heartland problems that they faced where surmounting quickly. One would have to look back at 1942 to see the beginning of the difficulties the Germans faced both on the frontlines and back in Germany. In July 1943, the battle of Kursuk began, which was given the codename of Operation Citadel by the Germans. This battle was to be one of the wars largest armored engagements of the war on the eastern front. This battle lasted less than a month. The attitude of the German High Command is seen when Keegan states "No one was readier to admit defeat than Hitler. 'Thats the last time I will heed the advice of my General Staff, 'he told his adjutants after a meeting with Manstein and Kluge on 13 July to decide the future of the operation, and he ordered Citadel to be closed down." (Keegan pg 471) German panzer production was well below the expected output of 1000 a month, in actual production of only 300 plus panzers a month. During the short, but decisive, battle of Kursuk approximately half of the monthly output had been lost in the short period when the operation began until Hitler called it off. German war equipment and logistical support was being hampered by the Allied bombing of major industrial centers and city centers. Overy points out that "The bombing offensive caused German military leaders to drain much needed air strength away from the main fighting fronts to protect the Reich, weakening German resistance in the Soviet Union and the Mediterranean." (Overy, pg 129) German aircraft production turned from bombers to fighters, which reduced the bombing effect on the Soviet front. The treat of German air strikes during the Battle of Kursuk and the following German retreat was severely reduced with the Allied bombings in Germany. The intense bombing had a very disheartening e ...

Free Essays on Genetic Testing An Insurance

Since the discovery of the DNA molecule in 1952, scientists have been working to understand how it works and which segments influence which parts or functions of the body. The Human Genome Project, begun in October 1990, hopes to identify these segments. Once the â€Å"normal† genetic sequences are identified, scientists work to find mutations that result in genetic disorders. A number of these mutations have been found and tests are being developed to help identify individuals carrying these mutations. This new technology is bringing with it a host of new legal and ethical dilemmas. These issues include potential discrimination, rights to privacy, and issues involving the parent/child relationship. At present, most genetic testing will not improve the quality of life and may result in harm. For now, genetic testing can be used to help diagnose certain diseases, like Huntington’s disease and Cystic fibrosis, but in most cases there is no cure available and little that can be done to treat these diseases. Genetic testing is also used in criminal investigations. When it helps to identify a rapist or murderer, that is a benefit to society, but when testing is forced on a large group of innocent people to try to identify the criminal among them, it violates the right to privacy of the many innocent people in the group. When genetic testing can lead to a cure, or be used to identify the guilty without invading the privacy of the innocent, then it can be used effectively. Until then, genetic testing should only be used with utmost caution. Genetic testing can lead to discrimination. Insurance companies hope to use the results of genetic tests to categorize people based on their risk of developing a disease. This would result in some people having to pay high premiums, or being denied coverage entirely, based on information that may never come to pass and supposed risk factors that they have no control over. In business, co... Free Essays on Genetic Testing An Insurance Free Essays on Genetic Testing An Insurance Since the discovery of the DNA molecule in 1952, scientists have been working to understand how it works and which segments influence which parts or functions of the body. The Human Genome Project, begun in October 1990, hopes to identify these segments. Once the â€Å"normal† genetic sequences are identified, scientists work to find mutations that result in genetic disorders. A number of these mutations have been found and tests are being developed to help identify individuals carrying these mutations. This new technology is bringing with it a host of new legal and ethical dilemmas. These issues include potential discrimination, rights to privacy, and issues involving the parent/child relationship. At present, most genetic testing will not improve the quality of life and may result in harm. For now, genetic testing can be used to help diagnose certain diseases, like Huntington’s disease and Cystic fibrosis, but in most cases there is no cure available and little that can be done to treat these diseases. Genetic testing is also used in criminal investigations. When it helps to identify a rapist or murderer, that is a benefit to society, but when testing is forced on a large group of innocent people to try to identify the criminal among them, it violates the right to privacy of the many innocent people in the group. When genetic testing can lead to a cure, or be used to identify the guilty without invading the privacy of the innocent, then it can be used effectively. Until then, genetic testing should only be used with utmost caution. Genetic testing can lead to discrimination. Insurance companies hope to use the results of genetic tests to categorize people based on their risk of developing a disease. This would result in some people having to pay high premiums, or being denied coverage entirely, based on information that may never come to pass and supposed risk factors that they have no control over. In business, co...

Miranda v Arizona - Supreme Court Case

Miranda v Arizona - Supreme Court Case Miranda v. Arizona  was a significant Supreme Court case that ruled that a defendants statements to authorities are inadmissible in court unless the defendant has been informed of their right to have an attorney present during questioning and an understanding that anything they say will be held against them. In addition, for a statement to be admissible, the individual must understand their rights and waive them voluntarily. Fast Facts: Miranda v. Arizona Case Argued: Feb 28-March 2, 1966Decision Issued: Jun 13, 1966Petitioner: Ernesto Miranda, a suspect who was arrested and brought to the Phoenix, Ariz., police station for questioningRespondent: State of ArizonaKey Question: Does the Fifth Amendment’s protection against self-incrimination extend to the police interrogation of a suspect?Majority Decision: Justices Warren, Black, Douglas, Brennan, FortasDissenting: Justices Harlan, Stewart, White, ClarkRuling: The Supreme Court ruled that a defendants statements to authorities are inadmissible in court unless he has been informed of his right to have an attorney present during questioning and an understanding that anything he says will be held against him in a court of law. Facts of Miranda v. Arizona On March 2, 1963, Patricia McGee (not her real name) was kidnapped and raped while walking home after work in Phoenix, Arizona. She accused Ernesto Miranda of the crime after picking him out of a lineup. He was arrested and taken to an interrogation room where after three hours he signed a written confession to the crimes. The paper on which he wrote his confession stated that the information was given voluntarily and that he understood his rights. However, no specific rights were listed on the paper. Miranda was found guilty in an Arizona court based largely on the written confession. He was sentenced to 20 to 30 years for both crimes to be served concurrently. However, his attorney felt that his confession should not be admissible due to the fact that he was not warned of his right to have an attorney represent him or that his statement could be used against him. Therefore, he appealed the case for Miranda. The Arizona State Supreme Court did not agree that the confession had been coerced, and therefore upheld the conviction. From there, his attorneys, with the assistance of the American Civil Liberties Union, appealed to the US Supreme Court. Supreme Court Decision The Supreme Court actually decided four different cases that all had similar circumstances when they ruled on Miranda. Under Chief Justice Earl Warren, the court ended up siding with Miranda with a 5-4 vote. At first, the attorneys for Miranda attempted to argue that his rights had been violated as he had not been given an attorney during the confession, citing the Sixth Amendment. However, the Court focused on the rights guaranteed by the Fifth Amendment including that of protection against self-incrimination. The Majority Opinion written by Warren stated that without proper safeguards, the process of in-custody interrogation of persons suspected or accused of crime contains inherently compelling pressures which work to undermine the individual’s will to resist and to compel him to speak where he would otherwise do so freely. Miranda was not released from prison, however, because he had also been convicted of robbery which was not affected by the decision. He was retried for the crimes of rape and kidnapping without the written evidence and found guilty a second time. The Significance of Miranda v. Arizona The Supreme Court decision in Mapp v. Ohio was quite controversial. Opponents argued that advising criminals of their rights would hamper police investigations and cause more criminals to walk free. In fact, Congress passed a law in 1968 that provided the ability for courts to examine confessions on a case-by-case basis to decide whether they should be allowed. The main result of Miranda v. Arizona was the creation of the Miranda Rights. These were listed in the Majority Opinion written by Chief Justice Earl Warren: [A suspect] must be warned prior to any questioning that he has the right to remain silent, that anything he says can be used against him in a court of law, that he has the right to the presence of an attorney, and that if he cannot afford an attorney one will be appointed for him prior to any questioning if he so desires. Interesting Facts Ernesto Miranda was released from prison after serving only eight years of his sentence.Miranda was convicted a second time based on the testimony of his common-law wife to whom he confessed the crimes. He had told her that he would be willing to marry Patricia McGee if she would drop the charges against him.Miranda would later sell autographed cards bearing the Miranda Rights for $1.50 each.Miranda was killed of a knife would after a bar fight. The person who was arrested for his murder was read the Miranda Rights. Sources: Miranda v. Arizona. 384 U.S. 436 (1966). Gribben, Mark. Miranda vs Arizona: The Crime That Changed American Justice. Crime Library. trutv.com/library/crime/notorious_murders/not_guilty/miranda/1.html

Is the world inside Video game should running some law and limitation Essay

Is the world inside Video game should running some law and limitation as the real world - Essay Example In the video games virtual societies, the players must comply with specific rules and laws that seek to make the games more engaging. Failure to comply with some of such rules earns the players various punishments that range from point deductions and eventual ejection from the completion. The fact that the video games are increasingly becoming common among the modern societies and the fact that they seek to portray the nature of the contemporary society makes the design and the application of the laws and regulations a contentious issue. The developers of the games employ regulations that make the games more engaging without considering the implications of such rules and laws in the real society. In most games such as need for speed, the player drives a racing car capable of withstanding some of the worst car crushes. Additionally, in the game traffic rules are relative with the infractions such as ramming onto a police car and resisting arrest earning one more points that are compli mentary. Addiction to such games has effects on the peace and stability in the real world since some of such laws apply in the real world. Furthermore, in real world a car crush may turn fatal depending on the intensity of the crash. Moralists will continue to advocate for the harmonization of the video game rules to the laws in the real society while capitalists and entrepreneurs who develop the games continue to oppose such moves. Developers of the games rely on the large market turnout to sell their products thus make more profits. Abiding by such laws in the real world such as speed limits, the official driving age and drunk driving are some of the laws that should they incorporate in their games may affect their profitability. Developers of the games seek to make their products as interesting and as engaging as possible. â€Å"They heighten the conflict between the players and the authorities in order to make police evasion an interesting and intriguing experience to their cus tomers† (Jeff 257). In fact, breaking the laws in the virtual society becomes the game. Harmonizing the rules of the games to those in the real society would make the games boring thus affect their profitability objective (John 41). Among the most controversial issues in video games have been the heightened crime and violence in the product especially given the fact that most of the consumers of such games are children. Moralists have therefore often propagated for the minimization of violence in the games since they influenced the actions of the young members of the society. Propagators of such reasoning even called for the placement of age restrictions in the games in order to regulate the level of violence of the games accessed by younger members of the society. The liberal portrayal of guns in the games is contrary to the social structure in the real world. The games thus motivate younger members of the society to live an illusionary lifestyle in which they appreciate viol ence and shun peaceful ways of solving conflicts. Such are valid arguments that should influence the formulation and development of video games. Producers of the video game products are business people just as any other. They therefore carry out extensive market researches in order to determine the prevailing favorable trends in the market. Through such market researches, the producers have determined that

Commercial Lease Essay Example | Topics and Well Written Essays - 500 words

Commercial Lease - Essay Example There are two important aspects of a commercial lease agreement, the standard lease provisions and the business points. The former consists of insurance, condemnation, and events of default while the latter consists of the specified rent and term. The 'Business Points' identifies the various aspects such as the parties of the owner and the tenant, the said building or the said property which is to be leased. Exact details of the property needs to be provided and the building should be exactly identified in which the tenant will rent the space. It is also imperative to accurately describe the floor, location and the square footage of the property. The provisions further mentions the dates of the date of effect and the expiration (term) of the lease and in accordance to this term, the rents can be specified with the optional mention of renewal terms. Additional expenditures which can include operating expenditures and other real estate taxes exercised by different authorities need to be discussed and it needs to be clarified if the total rent includes all such expenditures. Another important service issue is parking. It is normally expected to accompany the specified rented place but might not be the same in every case. Therefore it becomes an important clause in the contract for commercial lease.

Lippitt's Phases of Change Theory Essay Example | Topics and Well Written Essays - 1500 words

Lippitt's Phases of Change Theory - Essay Example However people all over the world always fight to resist change. They fear the new ideas that change is going to impose on them (Kinicki & Kreitner, 2006). They fear the unknown as they are skeptical of what the new changes might bring to their lives. People want to maintain the status quo and therefore will do anything to resist the change. They do this because of various reasons some of them include the need to maintain social relations that have been built over time. Some just resist change because of the costs and the consequences associated with the change. Eventually the people do change no matter how long it takes them (McGinnis, 2005). At the workplace this is evident in so many ways and can lead to frustrations in the leadership of the organization if the correct measures are not put in place to address the change to new platforms, technology structures and process. Managers will therefore employ many models to ensure that they can effectively manage the change and that it d oes not cost the organization (Miner, 2007). Change It is important to realize that there are two types of change: uncontrolled change and controlled change. The uncontrolled change is created by nature and cannot be altered by humans. The change may be perceived as positive or negative depending on an individual’s perspective. ... To gain the intended result requires a thorough understanding of the present state, the desired state, the variables involved and the mechanics of change itself (Nicklos, 2010). Lippitt’s phases of change theory The phases of change theory was proposed by Lippitt and is built on Lewin’s three stage theory- the most widely used change theory. In Lewin’s theory, it involves three stages: (1) the unfreezing stage where the change agent is motivated to create change. The affected people are then made aware of this need to change. The problem is identified or diagnosed and the best solution is advanced and selected to address the problem (Warner, 2010). There three possible mechanisms that give input to the initial change: lack of confirmation, guilty or anxiety and psychological safety. The second stage is called the moving stage where information is gathered to facilitate the change and here an influencial person is key to the success of this stage. The third and la st stage is the unfreezing stage where the changes are integrated and stabilized as part of the value system. There exist driving forces that encourage the change while at the same time there are restraining forces that work against the change. The change agent identifies and deals with the latter forces in order that change is established with homeostasis and equilibrium (Warner, 2010). Therefore Lippitt borrowed the ideas of this theory and used them in developing the phases of change theory by adding seventh phase to Lewin's original theory of change. The theory has seven phases. Phase one is diagnosing the problem. During this phase a nurse manager or the change agent looks at all the possible ramifications of a proposed change

Professional demeanor Research Paper Example | Topics and Well Written Essays - 1750 words

Professional demeanor - Research Paper Example   Subsequently, the college context has been applied to the professional behavior; and it is followed by the section detailing the friendship circle. Before the conclusion part, both positive and negative aspects of personal branding and personality issues along with personal branding have been detailed.        Dress code remains an important part of the organizational subculture. The dress code enables me to identify myself as a part of the organizational subculture where we share similar values, perspectives and commitment towards achieving the organizational objectives and missions as well. For this purpose, I need to follow the dress code and wear the specific type of dress code. This specific nature of subculture attaches me with a ltor community or group in a particular manner. For example, based on this dress code and as part of the organization, I find myself attached with the core professional values of the organization. In this regard, it is worth highlighting that the requirement of a specific dress code directly supports my perspective relating to the professional demeanor. More specifically, I prefer to follow professional rules, beliefs, values and customs that are highly essential for obtaining the objectives of group expectations. At the same time, I do not find myself t o be coerced by the dress code instead the workplace environment is so congenial that I do not find anything that is different from my own perception relating to the professional demeanor and outlook as well.

Organisational responses to responsible business drivers Assignment

Organisational responses to responsible business drivers - Assignment Example The aim of this project will be looking at the challenges that McDonald’s has been facing regarding corporate sustainability and the various actions that they have taken as an organization to make sure that their corporate responsibility is enhanced. McDonald’s is one of the most known fast food restaurants globally. McDonald’s has outlets in more than 100 countries. However, their headquarters is in the United States of America. Among other things, the restaurant is popular for its hamburger. However, it should be noted that they also sell products such as French fries, cheeseburgers, chicken, soft drinks, desserts, fish, milkshakes, salad, smoothies, and wraps. There are a number of sustainability challenges that are faced by McDonald’s. One of the sustainability challenges that the company faces is the amount of water that is usually needed to produce beef. About 15,500 cubic meters are usually needed to produce a kilogram of beef. Apart from the water, they will also need 36 kilograms of roughage and 6.5 kilograms of grain just to produce a kilogram of beef. Given the fact: that hamburger is their main product, this trend can be rather alarming (Porter 2008, p. 407). Given the level of competition in this industry, the company has to rely on cheap labour and beef in order to remain competitive. Depending on cheap labour and beef makes it very hard for them to be sustainable. For instance, in most cases the cheaper beef is always not verified. Sometimes, depending on cheap labour might deny an organization the chance of having highly motivated and satisfied employees. Another sustainability challenge that the organization faces is brought about by the effect that consumption of fast food has on human beings. The high growth of obesity cases in the US is always associated with poor eating habits. One of the most commonly mentioned and

PTLLS- Preparing to teach in the lifelong sector Essay

PTLLS- Preparing to teach in the lifelong sector - Essay Example Educational bodies and institutions have greatly increased these standards to ensure the growth of education standards in different markets. Apart from the growth in provision of education, the growth in this particular field has been visible in the training activities for teachers. Tutor training programs have been made more effective and simpler but with greater efficiency. In the words of Gearon (2002) training tutors has been made more of a social relation feature than a professional educational duty. As an English teacher there is specific training and teaching cycles that I need to adhere to. The paper will highlight the roles, responsibilities and boundaries of a teacher in an institution setting. The paper will also focus on the changes on these fields and their effect on the fields and their impact either negative or positive (Machin & Vignoles, 2005). Additionally, the paper will provide an insight to the roles of the LSIS, BIS and IFL in terms of professional development in education. The general of a teacher is provision of education to scholars depending on the guidelines provided. This role is specified by the specific subject is interested in Giddens & Griffiths (2006). As an English teacher my roles would be to equip my students with the appropriate skills of communicating in this particular language. This particular role is divided in sections depending on the level of teaching. This differs as per the stipulations provided in the curriculum. In different classes and grades the complexity of the curriculum elevates. These guidelines provide teachers with the required and appropriate mode of teaching languages. According to Giddens & Griffiths (2006), in teaching of languages tutors are trained to provide education depending on the maturity of their audience. With a lower grade, my main role would be to equip the students with the basic skills of writing and communicating in English.

Organisational responses to responsible business drivers Assignment

Organisational responses to responsible business drivers - Assignment Example The aim of this project will be looking at the challenges that McDonald’s has been facing regarding corporate sustainability and the various actions that they have taken as an organization to make sure that their corporate responsibility is enhanced. McDonald’s is one of the most known fast food restaurants globally. McDonald’s has outlets in more than 100 countries. However, their headquarters is in the United States of America. Among other things, the restaurant is popular for its hamburger. However, it should be noted that they also sell products such as French fries, cheeseburgers, chicken, soft drinks, desserts, fish, milkshakes, salad, smoothies, and wraps. There are a number of sustainability challenges that are faced by McDonald’s. One of the sustainability challenges that the company faces is the amount of water that is usually needed to produce beef. About 15,500 cubic meters are usually needed to produce a kilogram of beef. Apart from the water, they will also need 36 kilograms of roughage and 6.5 kilograms of grain just to produce a kilogram of beef. Given the fact: that hamburger is their main product, this trend can be rather alarming (Porter 2008, p. 407). Given the level of competition in this industry, the company has to rely on cheap labour and beef in order to remain competitive. Depending on cheap labour and beef makes it very hard for them to be sustainable. For instance, in most cases the cheaper beef is always not verified. Sometimes, depending on cheap labour might deny an organization the chance of having highly motivated and satisfied employees. Another sustainability challenge that the organization faces is brought about by the effect that consumption of fast food has on human beings. The high growth of obesity cases in the US is always associated with poor eating habits. One of the most commonly mentioned and

Islam and Pakistan Essay Example for Free

Islam and Pakistan Essay In the name of Allah the most beneficent the most merciful A beautiful scene of dusk depicts a sweet picture of the universe, when the sun sets, and calm and stillness engulfs the loud voices of the day, I often see the birds returning back to their nests. These tiny creatures, lacking the faculty of reasoning and speech, believe that the best place ever found in the world is home. No matter how far we are from our homes, its necessity never diminishes and   Mr. President, respectable teachers worthy parents and dear fellows this is the first reason Why I love Pakistan? Pakistan’s creation was no doubt the finest hour of our history our forefathers who had fought for it envisioned the promise of long cherished freedom, democracy and prosperity. It is the country which was created to work for an ideal democratic state based on social justice as an upholder of human freedom and world peace, in which all citizens were to enjoy equal rights and freedom from fear, want and ignorance. Dear fellows, Pakistan my homeland is in fact the land of blessings. Its creation speaks its dignity. History teaches us that how much cherished the dream of Pakistan was and how seriously our fathers fought for it . believe me or not, the most significant reason of loving Pakistan is independence movement itself. I know very well Mr. President that the shackles of slavery snatch all such all creative facilities and the beautiful world a heaven to breathe in, turns into hell without freedom. By the grace of Allah my country, my love, my homeland offers me to enjoy the open air of independence . Being a student I have surfaced the papers of history to know about the grand sacrifices of my forefathers   and as humble token I express my gratitude to them by proudly announcing in public that Pakistan I love u . ,And I have millions of reasons to prove that why I love Pakistan? I was wondering a few days ago what Pakistan has done for me and how we react when something happens down there. I am proud to say that Im Muslim, and after my religion I am most proud of the country to which I belong, Pakistan. Here are some facts: Pakistan is the only country to be founded on the basis of Islam Pakistan posseses the 6th largest army in the world today. Pakistan is the single most powerful Muslim country in the world today. Pakistani Air Force and Army personnel train all other Muslim countries, which include most Arab nations today. Pakistan is the only Muslim country that posseses Nuclear power.  I can see the bright future of Pakistan. as Quaid said. † There is no power on earth that can undo Pakistan†. In end I would pray all of you to love this country as a blessing of God, stand united, guard its identity and geographical boundaries, work day and night for its better and exalted image,. Live like Ghazis and Shaheens of Iqbal, die like martyrs. I want to salute to all national heroes and my teachers on this great day, when ever listen the best name Pakistan always respond Zindabad. Its high time to hold hands and say it out loud. pakistan zindabad. Salute Pakistan.

Kellers Customer Based Brand Equity Model Marketing Essay

Kellers Customer Based Brand Equity Model Marketing Essay Principles of Marketing, by Philip Kotler and Gary Armstrong and the American Marketing Association defined brand  as a name, term, sign / symbol or a  combination of these that identifies the maker or seller of the product and differentiates them from those of the competition. Aakers (1991) widely accepted definition of a brand is to identify the goods or services of whether one seller or a group of sellers, and to differentiate those goods or services from those of competitors. Brands are thus, valuable assets and tools influencing consumer behavior which includes awareness, choice, use, satisfaction, recommendation, trust and loyalty. They reduce information search costs and risk for consumers and deliver quality, values, promises, and lifestyle enhancement (Czellar, 2010) .According to Keller (2002) the benefits of a strong brand can be categorized under 4 different categories, namely, product-related effects, price-related effects, communication-related effects and channel r elated effects. Product-related effects of brand include consumer product evaluations, consumer confidence, perceptions of quality, and purchase rate positively related to a brand name. If consumers are well aware of a brand, their attitude and their purchase intention toward the brand are increased. Price-related effects refer to the fact that brand leaders have higher priced positions and consumers have a lower level of price sensitivity toward those leaders. Communication-related effects refer to how the evaluation of brand advertising can be positively biased when consumers have positive feelings toward a brand which is a well known and well-liked brand and the effect of the well-known brand, which is most likely to have competitive advantage in marketing activities, is the channel-related effect. 2.2 Fashion and Branding According to Solomon and Rabolt (2004), fashion is defined as a style that is accepted by a large group of people at a given time. Generally people use the term fashion and style interchangeably. In the fashion context, consumers choose a certain fashion brand over others because they are associated with a certain style (Ferney et al.2005).The way individuals have their own distinctive personalities and styles in the manner of living, speaking as well as dressing, the brands too can be associated with a particular personality, because branding has the propensity to distinguish a brand from others by creating an individual brand personality, by using different brand elements like name, logo, symbol, and package design(Newman and Patel ,2002).Branding is important in fashion retailing as the brand can project a specific image like personality, sex, lifestyle and age, to the target consumers. Like in case of a sports brand, the attribute of sporty feeling would be formed in consumers mi nd whereas a casual fashion brand would be associated with the casual attribute (Keller 2002). The brand image allows fashion merchandise to communicate a distinct symbolic meaning, through merchandise, store atmosphere, sales associate attraction with customers, and marketing campaign, between the retailers and the consumers (Ferney et al, 2005). Newman and Patel discovered that brand image is crucial in this intensely competitive fashion retail sector. As different types of fashion consumers are matched with particular clothing styles, brand image can create a point of difference and assist consumers in selecting a suitable fashion brand. A successful fashion brand can capture the market share and maintain a positive relationship with its customers, therefore creating an appropriate fashion brand is one of the primary ways for the marketers to differentiate the products from the competitors. In brief, fashion and branding are closely related (Solomon and Rabolt 2004; Newman and Pa tel, 2002). 2.3 Brand Equity In Building Strong Brands, David Aaker defined brand equity as a set of brand assets and liabilities linked to the brand-its name and symbols-that add value to, or subtract value from, a product or service. The major asset categories are brand loyalty, brand name awareness, perceived quality and brand associations. http://www.tvonlinesurveys.com/enquete/Brand%20equity%20model%20Aaker.bmp(Aakers Brand Equity Model) The model mainly talks about how brand equity is formed of five components and how each has a role to play in the performance of the brand and indicates that how the brand equity will rise with the increase in brand loyalty, brand name awareness, and perceived quality and with stronger and positive brand associations and also with the increase in the number of brand related proprietary assets. This model can thus be used to get to grips with a brands equity and gain insight into the relation between the different brand equity components and the future performance of the brand. Apart from the five components, the model also reflects indicators or the consequences of the pursued branding policy. (Aaker, 1991) The five components and the factors having an influence on these components are: Brand loyalty: Aaker (1991) defines brand loyalty as the attachment that a customer has to a brand. Two different levels of loyalty are classified: behavioral and cognitive loyalty (Keller, 1998). Behavioral loyalty can be indicated by a number of repeated purchases (Keller, 1998) or commitment to buy the brand as a primary choice .Cognitive loyalty refers to the consumers intention to buy the brand as the first choice .Another indicator of loyalty is the customers willingness to pay higher price for a brand in comparison with another brand offering similar benefits. The extent to which people are loyal to a brand is expressed in the following factors: Reduced marketing costs, as hanging on to loyal customers is way cheaper than charming potential new customers. Trade leverage, as loyal customers represent a stable source of revenue for the distributive level. Attracting new customers, as current customers can help boost name awareness and hence bring in new customers Time to respond to competitive threats, as loyal customers that are not quick to switch brands give a company more time to respond to competitive threats. (Aaker, 1991) Brand awareness: It is a key determinant of brand equity. It is defined as an individuals ability to recall and recognize a brand. Top-of-mind and brand dominance is other levels of awareness included by Aaker (1996) in measuring awareness. Awareness can affect customers perceptions, which lead to different brand choice and even loyalty (Aaker, 1996). A brand with strong brand recall (unaided awareness) and top of mind can affect customers perceptions, which lead to different customer choice inside a product category. The extent to which a brand is known among the public ,can be measured using the following parameters: Anchor to which associations can be attached (depending on the strength of the brand name, more or fewer associations can be attached to it, which will, in turn ,eventually influence brand awareness) Familiarity and liking (consumers with a positive attitude towards a brand ,will talk about it more and spread brand awareness) Signal of substance/commitment to a brand. Brand to be considered during the purchasing process (to what extent does the brand form part of the evoked set of brands in a consumers mind) (Aaker, 1991) Perceived quality: It is defined as the customers judgment about a products overall excellence or superiority in comparison to alternatives brand and overall superiority that ultimately motivates the customer to purchase the product (Aaker and Jacobson, 1994). It is difficult for customers to make a rational judgment of the quality. They are likely using quality attributes like color, flavor, form, and appearance of the product and the availability of production information to infer quality. The extent to which a brand is considered to provide good quality products can be measured on the basis of the following criteria: The quality offered by the product / brand is a reason to buy it. Level of differentiation/position in relation to competing brands. Price, as the product becomes more complex to assess and status is at play, consumers tend to take price as a quality indicator. Availability in different sales channels, i.e. consumers have a higher quality perception of brands that are widely available. The number of brand extensions (this can tell the consumer the brand stands for a certain quality guarantee that is applicable on a wide scale) (Aaker, 1991) Brand associations: Consumer must first be aware of the brand in order to develop a set of associations. Brand association contains the meaning of the brand for consumers; it is anything linked in memory to a brand (Aaker, 1991). Brand associations are mostly grouped into a product-related attribute like brand performance and non product related attributes like brand personality and organizational associations. Customers evaluate a product not merely by whether the product can perform the functions for which it is designed for but the reasons to buy this brand over the competitors. Brand personalities include symbolic attributes (Aaker, 1996; Keller, 1993) which are the intangible features that meet consumers needs for social approval, personal expression or self-esteem. The associations triggered by a brand can be assessed on the basis of the following indicators: The extent to which a brand name is able to retrieve associations from the consumers brain, such as information from TV advertising. The extent to which association contribute to brand differentiation in relation to the competition (these can be abstract association or associations with concrete product benefits) The extent to which brand associations play a role in the buying process (the greater this extent ,the higher the total brand equity) The extent to which brand associations create positive attitude/feelings(the greater this extent, the higher the total brand equity) The number of brand extensions in the market (the greater this number, the greater the opportunity to add brand associations) (Aaker, 1991) Other proprietary assets: Some of the examples are patent and intellectual property rights, relations with trade partners, etc. (the more the proprietary rights a brand has accumulated, the greater the brands competitive edge in those fields) (Aaker, 1991) The model also provides an insight into the criteria that indicate to what degree actual value is created with both consumer and company due to pursued branding policy. However, this model does not make a clear distinction between added value brand can have for the consumer /customer and added value it can have for the brand owner/company and does not even discuss the process that goes into building strong brands, and is only useful to gain insight into the various brand equity components and the relation between them. (Wood, 2000) 2.4 Kellers Customer-based Brand equity model This model depicts the process that goes into building strong brands. It is set in the realm of brand added value, i.e. the focus of this model is on the added value a brand offers its customers/consumers. Kevin Lane Keller introduced this customer-based brand equity model, and has defined it as the differential effect that consumers brand knowledge has on their response to the marketing of that brand (Keller 1993).Differential consumer response is mainly based on consumers knowledge of the brand as well as the favorability of associations. The model is made up of various steps, which should be taken in a fixed order. The model talks about the six dimensions of brand equity, namely, brand salience, brand performance, brand imagery, consumer judgments, consumer feelings and brand resonance. According to Keller, the highest level of brand equity is realized when the top of the pyramid is attained. In his view, the resonance comes about when the consumer has a high level of awareness of and familiarity with the brand and holds some strong, favorable and unique associations in memory. (Keller, Strategic brand management, 2002) http://markhendrikse.squarespace.com/storage/post-images/july-2009/cmmemodel.jpg?__SQUARESPACE_CACHEVERSION=1247443493748 (Kellers customer based brand equity model) The six dimensions and the process that goes into building of strong brands, as identified by Keller are: Brand Salience: The first step in the development of a strong brand involves describing its identity, and revolves around the question: Who am I? .To achieve this, the brand managers need to ensure that the customers should be able to identify with the brand. A clear associative link between the brand and a specific product class/category has to be established in the mind of the consumer, this also further helps in creating a solid footing for the building of brand awareness and knowledge. Salience basically refers to how familiar consumers are with a brand and whether the brand is actively considered when consumers find themselves in purchase or consumption situations. A high level of salience means that a consumer has knowledge of both the depth and the width of a brand, (depth here refers to the ease with which a brand can be activated in the consumers brain, while width refers to the extent to which happens when the consumer is making a purchase decision.)Brand Salience is thus a precondition for moving up on the brand pyramid. (Keller, 2002) (Keller, Strategic Brand Management: a european perspective, 2008) Brand performance and brand imagery: when brand salience has been realized, the process moves on to the next steps in the development of brand meaning. The second step basically answers the question: What am I?This question is answered by using intrinsic (tangible) and extrinsic (intangible) characteristics of a brand.(Intrinsic characteristics refer to the degree to which a product/service is seen to perform by consumers, and extrinsic characteristics refers to how consumers think about a brand. In order to boost overall brand equity the focus needs to be on both brand performance and brand imagery, since they together add on to the brand associations. Raising brand performance starts by delivering a product/service that fulfills current customers needs, followed by attempts to surpass the triggered customer expectations. Brand imagery on the other hand can be increased by tailoring to consumerspshyco-social needs. Imagery refers to what people think about a brand (in terms of value and meaning) and not so much about what exactly the product does or can do (in terms of functionality).It can be raised directly by creating brand experience or indirectly through advertisement. In the end, these two dimensions together need to bring about certain brand associations that are strong, positive and unique. These dimensions also play an important role in creating brand loyalty. (Keller, 2002) Brand judgments and brand feelings: After realizing strong, positive and unique brand associations, the third step deals with the way consumers think and feel about a brand. This step basically contains the responses to the efforts from step 2(performance and imagery).the brand is evaluated and judged at this stage, formulating a certain attitude towards the brand. The two dimensions at play here are: brand judgments (rational) and brand feelings (emotional).the former denotes the opinion consumers have of a brand, and how they evaluate the brand. The opinion in this case is formed rationally and based on three criteria, quality, reliability and superiority. Brand feelings on the other hand are the emotional reactions by consumers to brands and their marketing efforts. What feelings does the brand evoke in the consumer, and in the social environment? Are these feelings intense or not, positive or negative? These feelings can very strong and can have an affect on brand observation dur ing actual use of the product. These feelings are based on various factors, namely, warmth, pleasure, tension, security, social acceptance and self respect. (Keller, 2002) Brand resonance: once when the consumer has acquired a positive idea of the brand in both a rational and an emotional sense, a solid base is created to further jump on to the last stage. This stage answers the question whether the consumer is willing to enter into a (lasting) relationship with a brand. If this stage is attained, then its considered as the brand has achieved true brand loyalty, where the consumer identifies him/herself with the values of the brand to a considerable degree and is willing to invest in a relationship. Brand resonance is an ultimate relationship between a brand and a consumer. The closeness of the bond can be measured using factors like loyalty, emotional bond, being a member of a brand community and active brand involvement. (Keller, 2002) Brand equity if used appropriately, possesses a huge potential to create advantages and benefits for the firm, the trade and the consumer. Some of the benefits of strong brand equity being, improved perceptions of product performance, greater loyalty, less vulnerability to competitive marketing actions and marketing crises, larger margins , more inelastic consumer response to price increases and more elastic consumer response to price decreases ,greater trade cooperation and support ,increased marketing communication effectiveness along with licensing opportunities and additional brand extension opportunities.(Wood ,2000 ; Feldwick, 1996) 2.5 Brand equity and brand extension Brand equity can be leveraged by building it, borrowing it, or by buying it. Building brand equity is not an easy task due to the rapid increase in the number of brands and the intense competition that is prevalent in many industries. Thus, the brands generally prefer to opt for the alternatives to building brand equity i.e. by borrowing it or buying it. (Moisescu, 2005; Tuominen, 1999) Since the study focuses on the role of brand equity in brand extensions, leveraging brand equity by borrowing it, will be discussed. Borrowing brand equity: According to Tuominen (1999), many firms borrow on the brand equity in their brand names by extending existing brand names to other products, which is referred to as brand extension. There are two types of brand extensions namely, a line and a category extension. A line extension is when a current brand name is used to enter new market segment in the existing product class, whereas, a category extension is when the current brand name is used to enter a different product class. A line extension occurs when a company introduces additional items in the same product category under the same brand name. A line extension often involves a different size, color, flavor or ingredient, a different form or a different application for the brand (Richard Elliot, 2006). Products in line extensions are technically congruent, i.e., similar in many attributes. They belong to the same product category or subclass. The vast majority of new-product activity consists of line extens ions. Excess manufacturing capacity often drives a company to introduce additional items. The company might want to meet the consumers desire for variety. The company may recognize a latent consumer want and try to capitalize on it (Moisescu, 2005). The company may want to match a competitors successful line extension. Many companies introduce line extensions primarily to command more shelf space from resellers. Line extensions involve risks. There is a chance that the brand name will lose its specific meaning. This is called the line-extension trap (Eun Young Kim, 2000) .The other risk is that many line extensions will not sell enough to cover their development and promotion costs. Furthermore, even when they sell enough, the sales may come at the expense of other items in the line. A line extension works best when it takes sales away from competing brands, not when it cannibalizes the companys other products (Moisescu, 2005).A category extension occurs when a company decides to us e an existing brand name to launch a product in a new product category. Category extensions capitalize on the brand image of the core product or service to efficiently inform consumers and retailers about a new product or service (Richard Elliot, 2006).The potential benefits of category extensions include immediate name recognition and the transference of benefits associated with a familiar brand. A well-regarded brand name gives the new product instant recognition and earlier acceptance (Eun Young Kim, 2000). It enables the company to enter into new-product categories more easily. Moreover, category extensions eliminate the high costs of establishing a new brand and often reduce the costs of gaining distribution (Eun Young Kim, 2000; Dennis A. Pitta, 1995). Category extensions also involve risks. The new product might disappoint buyers and damage their respect for the companys other products. The brand name may lose its special positioning in the consumers mind through over-extensi on. (Dennis A. Pitta, 1995) Brand dilution is said to occur when consumers no longer associate a brand with a specific product or highly similar products (Richard Elliot, 2006). Companies that are tempted to transfer their brand name must research how well the brands associations fit the new product. The best result would occur when the brand name builds the sales of both the new product and the existing product. An acceptable result would be when the new product sells well without affecting the sales of the existing product. The worst result would be when the new product fails and hurts the sales of the existing product (Tuominen, 1999). Transferring an existing brand name to a new product category requires great care. In order to successfully maintain and further leverage the existing brand equity and to prevent it from any damage, a brand needs to carefully extend itself by maintaining perceptual fit, competitive leverage, and benefit transfer. Where in perceptual fit means that the consumer must perceive the new item to be consistent with the parent brand, competitive leverage means that the new item must be comparable or superior to other products in the category and benefit transfer means that the benefit offered by the parent brand is desired by consumers of products in the new category (Dennis A. Pitta, 1995; Tuominen, 1999). To use brand equity efficiently and appropriately and to further maintain perceptual fit, competitive leverage and benefit transfer, a brand needs to know and consider various factors while deciding upon a brand extension strategy. Consumers beliefs and feelings about the original brand are likely to be transferred, only when the extension product is perceived as a member of the original brand family (Abhishek Dwivedi, 2007).The greater the fit / similarity perceived by consumers between the extension product and the original brand, the more likely, the affect associated with the original brand would be transferred to the extension product. Thus the consumer perception of fit is s the most important construct in a consumer evaluation of brand extension. The consumer perception of fit serves as a heuristic cue in a consumer brand extension evaluation process because one of the functions of similarity is to allow people to make educated guesses in the face of limited knowledge with the brand extension (Leslie de Chernatony, 2001). The extension product is new to the consumers so if it is perceived as similar to the original brand, the consumers will be able to make inferences or judgments about the new extension based on these similarities. The perceived fit will be achieved when a consumer perceives that the new extension product is consistent with the parent brand ,or a family member of the brand name, and then affect or attitude transference will be more likely to occur ,to facilitate the brand extension evaluation. It is widely accepted that fit perceptions between an extension and its parent brand determines consumer evaluations of brand extensions and there is a positive relationship between the fit perceptions and consumers attitudes toward the extension. (Abhishek Dwivedi, 2007; Havard Hansen, 1998) 2.6 Dimensions of fit The perception of fit is an important determinant but there still considerable variances about its dimensions in the literature. The most popular concepts that have been used to define the dimensions of fit are similarity ,relatedness, typicality, and brand concept consistency. These concepts define the perception of fit from different aspects, but they also have some overlaps. (Langlotz, 2008; Izabella b.2009) 2.6.1 Similarity: In most research similarity refers to how alike the original product and the extension product are in terms of features and attributes. The consumer similarity judgment involves comparing or matching features between the original product category and the new extension product category. The more features that overlap or match between the two classes of products, the more likely it is that these two products will be perceived to belong to the same cognitive category (Dr. Ashish Sharma, 2007) .Besides, shared features between two product classes, similarity also refers to shared benefits, which means that two products have a common goal. Similarity can also be used to refer to sharing same usage situations, or being complementary in usage. From the firms perspective similarity also refers to manufacturing synergies or the firms ability to transfer the marketing, operating or manufacturing capability from the original product to the new extension product ( Izabella b.20 09). According to Aaker Keller (1990), similarity is based on three elements, complement, substitute, and transfer. Complement indicates the extent to which consumers view two product classes as sharing the same usage context. Substitute is the extent to which consumers perceive two product classes can replace each other in satisfying the same need. Transfer is the extent to which the perceived ability or skill of a manufacturer that is required for the extension overlaps with that of the parent brands. Consumer perceived similarity plays an important role in brand extension evaluation. It can enhance the transferability of perceived quality of the brand to the extension, and directly affect the attitude towards the extension; the higher the level of similarity, the more favorable the attitude toward brand extension (Langlotz, 2008). 2.6.2 Typicality: It is used to measure the consumers perception of fit between the extension product and the original family branded products. According to Tauber (2001), when an extension shares more features of current family branded products, it will be a more typical member of the family brand and the affect transference will be more likely to occur on the new extension. Typicality refers to how representative the extension product category is of the original family branded products .An extension product may be perceived as a typical member of the original brand family not only because it shares many physical features of the original product, but also because it represents the family brand image at a high level. Typicality is basically a broader view of similarity .It also includes some non product related aspects like the brand image. Typicality has an impact on consumer brand extension evaluations; however the notion of typicality may be more useful measurement of fit percepti on when the original brand has more than one existing product, because it measures how representative the new extension is of the brand family. (Tauber, 2001; Vukasovic, 2001) 2.6.3 Relatedness: It is another word used to describe the fit between the extension product and the original brand .It refers to the strength of the association between the brands parent category and the target extension category (VukasoviÄ , 2001). The consumer attitudes transference is more likely to occur on extensions which are closely related to the parent categories. Relatedness is a similar concept to similarity. It depends on the similarity of common features, complementarities in a common usage situation, and substitutability in providing a common function. However, relatedness is a more inclusive construct than similarity. The notion of similarity only refers to the common physical features between the original product category and the extension category. It does not accommodate the notion of conceptual coherence; i .e, sometimes two product categories are perceived to be related to each other conceptually not physically. So it can be concluded that relatedness offe rs a broader view of similarity. (Langlotz, 2008).Like the concept of typicality, the notion of relatedness defines consumer perceptions of fit on the concept of similarity, but they both offer some idea that is more than the similarity concept. These two concepts indicate that the consumer perceptions of fit in brand extension evaluations include not only physical product similarities, but also consistencies at some non physical levels, for example the brand image level and product conceptual level. (Langlotz, 2008; Vukasovic, 2001) 2.6.4 Brand concept consistency : Although both concepts of typicality and relatedness capture some non physical aspects of fit, the non product aspects of fit are accommodated more by the concept of brand concept consistency. A brand concept is the brand image, which is made up of specific associations that differentiate the brand from other competing brands. It is the unique abstract meaning that is derived from a particular configuration of product features (Tauber, 2001). Langlotz (2008) reveals that when consumers evaluate a brand extension, they not only take into account information about the product feature similarity, but also the concept consistency between the brand concept and the extension. The brand concept consistency is more non product related and is more about the brand image than the physical features. The more that consumers think the extension is consistent with the parent brand concept or image, the more favorable consumer attitudes are toward the extension. Thu s those extensions, which are very different from the parent product category physically, can also be perceived as fitting with the parent brand, as long as they have consistent images and concepts with the parent brand. Compared with the notion of similarity, brand concept consistency captures a totally different aspect of fit. However it is believed to be equally important to the similarity between the extension product and the original product in a consumer brand extension evaluation process. The concept of consumer fit perceptions in brand extension evaluation is incomplete without either similarity or brand concept consistency (Tauber, 2001; Vukasovic, 2001). 2.7 Role of Consumer knowledge in brand extension evaluations Consumer knowledge is indicated as one of the moderating variables that have an impact on consumer fit perceptions in the brand extension evaluation process (Ma, 2005). Thus, review of the importance of the consumer fit perception in a brand extension evaluation, and its dimensions is followed with the review of consumer knowledge. 2.7.1 Influence of knowledge on consumers behaviors: Consumers with high and low knowledge react differently in a variety of consumer behaviors like information processing evaluation strategies and decision making. The differences between high and low knowledge consumers are addressed in three related areas: Differences in cognitive structure ,capabilities of analysis, inference and memory, Differences in internal knowledge transfer, Differences in similarity judgments between brands, Differences in fit perception in brand extension evaluations. (Phau, 2003)