Haemoglobinopathy

Review Article Indian J Med Res 134, October 2011, pp 552-560 Invasive & non-invasive approaches for prenatal diagnosis of haemoglobinopathies: Experiences from India R. B. Colah, A. C. Gorakshakar & A. H. Nadkarni National Institute of Immunohaematology (ICMR), Mumbai, India Received October 29, 2010 The thalassaemias and sickle cell disease are the commonest monogenic disorders in India. There are an estimated 7500 – 12,000 babies with ? -thalassaemia major born every year in the country. While the overall prevalence of carriers in different States varies from 1. to 4 per cent, recent work has shown considerable variations in frequencies even within States. Thus, micromapping would help to determine the true burden of the disease. Although screening in antenatal clinics is being done at many centres, only 15-20 per cent of pregnant women register in antenatal clinics in public hospitals in the first trimester of pregnancy. There are only a handful of centres in major cities in this vast country where prenatal diagnosis is done. There is considerable molecular heterogeneity with 64 mutations identified, of which 6 to 7 common mutations account for 80-90 per cent of mutant alleles. First trimester foetal diagnosis is done by chorionic villus sampling (CVS) and DNA analysis using reverse dot blot hybridization, amplification refractory mutation system (ARMS) and DNA sequencing. Second trimester diagnosis is done by cordocentesis and foetal blood analysis on HPLC at a few centres. Our experience on prenatal diagnosis of haemoglobinopathies in 2221 pregnancies has shown that >90 per cent of couples were referred for prenatal diagnosis of ? -thalassaemia after having one or more affected children while about 35 per cent of couples were referred for prenatal diagnosis of sickle cell disorders prospectively. There is a clear need for more data from India on non-invasive approaches for prenatal diagnosis. Key words Haemoglobinopathies – India – invasive and non-invasive approaches – prenatal diagnosis Introduction The inherited disorders of haemoglobin are the most common monogenic disorders globally. Around 7 per cent of the population worldwide are carriers with more than 3,00,000 severely affected babies born every year1. Prenatal diagnosis is an integral component of a community control programme for haemoglobinopathies. Estimating the disease burden, generating awareness in the population, screening 552 o identify carriers and couples at – risk and genetic counselling are prerequisites for a successful prevention programme. The remarkable success of such programmes in the 1970s in Cyprus, Italy, Greece and the UK led to the development of control programmes in many other countries2-6. The extent of the problem in India ? -thalassaemia has been reported in most of the communities that have been screened so far in India. While the overall prevalence varies from 1. 5 to 4 per COLAH et al: PRENATAL DIAGNOSIS OF HAEMOGLOBINOPATHIES IN INDIA 553 ent in different States, communities like Sindhis, Punjabis, Lohanas, Kutchi Bhanushalis, Jains and Bohris have a higher prevalence (4-17%)7-12. Different reportshaveestimatedthat7500-12,000? -thalassaemia major babies would be born in India each year12 -14. It has also been shown recently by micromapping at the district level in two States, Maharashtra and Gujarat in westernIndiathattheprevalenceof? -thalassaemiatrait in different districts within these States is variable (0 9. 5%). Based on these estimates there would be around 1000birthsof? thalassaemiamajorbabieseachyear in these two States alone15. Thus, such data should be obtained from different States to know the true burden of the disease and for planning and executing control programmes. Haemoglobin S (Hb S) is prevalent in central India and among the tribal belts in western, eastern and southern India, the carrier rates varying from 1-40 per cent16-18. It has been estimated that over 5000 babies with sickle cell disease would be born each year19. Haemoglobin E is widespread in the north eastern States in Assam, Mizoram, Manipur, Arunachal Pradesh and Tripura, the prevalence of Hb E trait being highest (64%) among the Bodo-Kacharis in Assam and going up to 30-40 per cent in some other populations in this region20-22. In eastern India the prevalence of Hb E trait varies from 3-10 per cent in West Bengal8,23. Both Hb E andHbSwhenco-inheritedwith? -thalassaemiaresult in a disorder of variable clinical severity24-26. These inherited haemoglobin disorders cause considerable pain and suffering to the patients and their families and are a major drain on health resources in the country. The need for accurate identification of carries and couples at risk Classical ? thalassaemia carriers have typically reduced red cell indices [mean corpuscular volume (MCV)T) ? + 3. -87 (C>T) ? + 4. -80 (C>T) ? + 5. -29 (A>G) ? + 6. -28 (A>G) ? + 7. -25 (A>G) ? + B. Cap site 1. +1 (A>C) ? + C. Initiation codon 1. ATG > ACG ? 0 D. RNA processing mutations i) Splice junction site 1. Codon 30 (G>C) ? 0 2. Codon 30 (G>A) ? 0 3. IVS 1-1 (G>T) ? 0 4. IVS 1-1 (G>A) ? 0 5. IVS 1-129 (A>C) ? 0 6. IVS 1-130 (G>C) ? 0 7. IVS 1-130 (G>A) ? 0 8. IVS II-1 (G>A) ? 0 (ii) Consensus site 1. IVS 1-5 (G>C) ? + 2. IVS 1-128 (TAG > GAG) ? + 3. IVS II-837 (T>G) ? (iii) IVS changes 1. IVS I-110 (G>A) ? + 2. IVS II-591 (T>C) ? + 3. IVS II-613 (C>T) ? + 4. IVS II-654 (C>T) ? + 5. IVS II-745 (C>G) ? + iv) Coding region changes 1. Codon 26 (G>A) Hb E ? + E. RNA translational mutations i) Nonsense 1. Codons 4,5,6 (ACT CCT GAG> ACA TCT ? 0 TAG) 2. Codon 5 (-CT), Codon 13 (C>T), Codon 26 ? (G>C), Codons 27/28 (+C) in cis 3. Codon 6 (GAG > TAG) and on the same ? 0 chromosome Codon 4 (ACT> ACA) , Codon 5 (CCT>TCT) 4. Codon 8 (A>G) ? 5. Codon 13 (C>T), Codon 26 (G>A), Codons ? 27/28 (-C) in cis 6. Codon 15 (TGG > TAG) ? 0 7. Codons 62-64 (7 bp del) ? 0 8. Codons 81-87 (22 bp del) ? 9. Codon 121 (G>T) ? 0 Contd†¦. themselves, today their relatives and extended families are coming forward to get screened38. There is only one centre in Lucknow in north India which offers a formal course for genetic counsellors and there is a need for more such courses throughout the country. Counsellors should be aware that couples at risk of havingachildwith? -thalassaemiamajor,sicklecel l disease, Hb S ? -thalassaemia, Hb E ? -thalassaemia, – ? -thalassaemia, Hb Lepore ? -thalassaemia and Hb SD disease should be given the option of prenatal diagnosis to avoid the birth of a child with a severe disorder. However, couples at risk of having a child with Hb D disease, Hb D ? -thalassaemia and Hb E disease do not require prenatal diagnosis as these disorders are mild. InSardinia,identificationofthemaximumnumber of carriers followed by effective genetic counselling helpedtoreducethebirthrateof? -thalassaemiamajor babies from 1:250 to 1:400039. Prenatal diagnosis The first initiatives in India Facilities for prenatal diagnosis became available in India in the mid 1980s40. Until then, although prenatal diagnosis was offered by a few centres, foetal samples were sent to the UK and other countries for analysis. Foetal blood sampling by foetoscopy done between 18 and 22 wk gestation and diagnosis by globin chain synthesis were done for the next 4 to 5 years at 2 centres in Mumbai40,41. Chorionic villus sampling and DNA analysis in the first trimester In the 1990s first trimester foetal diagnosis by chorionic villus sampling (CVS) and DNA analysis was established at 4-5 centres in the north in Delhi42, in the west in Mumbai41,43,44 and in the south in Vellore45. These services then expanded to other cities like Lucknow and Chandigarh in the north46,47, and Kolkata in the east48. However, these services are still limited to major cities where couples are referred to or CVS samples are sent from surrounding areas. Molecular analysis ? -thalassaemia is extremely heterogeneous with more than 200 mutations described worldwide49. In India, about 64 mutations have been characterized by studies done at different centres30,31,49-51 (Table I). Six to seven mutations [IVS 1-5 (G? C), 619 bp deletion, IVS 1-1 (G? T), Codon 8/9 (+G), Codons 41/42 (-CTTT), COLAH et al: PRENATAL DIAGNOSIS OF HAEMOGLOBINOPATHIES IN INDIA (ii) Frameshift 1. Codon 5 (-CT) 2. Codons 7/8 (+G) 3. Codon 8 (-AA) 4. Codons 8/9(+G) 5. Codon 13 (C>T) 6. Codon 15 (-T) 7. Codon 16 (-C) 8. Codon 16 (C>T) 9. Codon 17 (A>T) 10. Codons 22-24 (7 bp del) 11. Codon 26 (G>T) 12. Codon 35 (A>G) 13. Codons 36/37 (-T) 14. Codons 36-39 (8 bp del) 15. Codon 39 (C>T) 16. Codon 44 (-C) 17. Codons 47/48 (+ATCT) 18. Codon 55 (+A) 19. Codon 55 (-A) 20. Codons 57/58 (+A) 21. Codon 88 (+T) 22. Codons 106/107 (+G) 23. Codon 110 (T>C) 24. Codon 111 (-G) 25. Codon 135 (C>T) F. RNA cleavage and polyadenylation mutation 1. AATAAA>AACAAA G. Deletional mutations 1. 619 bp deletion; 3’end 2. 10. 3 kb deletion 3. Codons 126-131 (17 bp deletion) Source: Refs 30, 31, 49-51 55 ?0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? 0 ? + ? 0 ? + ? 0 ? 0 ? 0 Fig. 1. Regionaldistributionof? -thalassaemiamutationinIndia. molecular techniques like covalent reverse dot blot hybridization (CRDB), amplification refractory mutation system (ARMS), denaturing gradient gel electrophoresis (DGGE), and DNA sequencing43,44 ,52. Foetal blood analysis in the second trimester Most of the prenatal diagnosis programmes in the Mediterranean countries started with second trimester foetal blood analysis but they were able to switch over tofirsttrimesterdiagnosisinashortspan5,39. In India, second trimester diagnosis is still done as manycouplesatriskareidentifiedlateduringpregnancy. Foetal blood sampling is done by cordocentesis at 18 to20wkgestationandafterconfirmingthatthereisno maternal contamination in the foetal sample by foetal cell staining using the Kleihauer-Betke method, it is analysed by HPLC on the Variant Hemoglobin Testing System (Bio Rad Laboratories, Hercules, USA). The HbA levels in foetuses affected with ? -thalassaemia major have ranged from 0 to 0. 5 per cent and these were distinguishable from heterozygous babies where the Hb A levels were >1. per cent in different studies. However, there was some overlap in Hb A levels between heterozygotes and normals53-55. Sickle cell disease and Hb E thalassaemia have also been diagnosed in this way. On the other hand, experience in Thailand showed that while ? 0 thalassaemia homozygotes and HbE-? 0 thalassaemia compound heterozygotes could be diagnosed by HPLC analysis of foetal blood, ? ++ thalassae mia homozygotes may be misdiagnosed as heterozygotes56. Amniotic fluid cells have not been used extensively in India for prenatal diagnosis of haemoglobinopathies. Codon 15 (G? A), Codon 30 (G? C)] are common accounting for 85-95 per cent of mutant alleles. However, regional differences in their frequencies have been noted30,31,50,51 (Fig. 1). The prevalence of IVS 1 -5 (G? C), the most common mutation in India varies from 15-88 per cent in different States. Codon 15 (G? A) is the second most frequent mutation in Maharashtra and Karnataka and Codon 5 (-CT) is the third most common mutation in Gujarat. The -88 (C? T) and the Cap site +1 (A? C) mutations are more common in the northern region30,31,50. The 619 bp deletion is the most common mutation among the immigrant population from Pakistan. This knowledge on the distribution of mutations in different regions and in people of different ethnic backgrounds has facilitated prenatal diagnosis using 556 INDIAN J MED RES, OCTOBER 2011 Experience at National Institute Immunohaematology (NIIH), Mumbai of Bothfirstandsecondtrimesterprenataldiagnosis for the ? -thalassaemias and sickle cell disorders are done at National Institute of Immunohaematology, Mumbai, and over the last 25 years 2,221 pregnancies at risk have been investigated (Table II). While majority of the couples were at risk of having children with ? thalassaemia major, a significant number of couples at risk of having children with sickle cell disorders have been referred for prenatal diagnosis in the last 4 to 5 years. Our experience in western India has shown that there are still very few couples (G; or codon 35 ? (A? G) at alpha -beta chain interfaces. Ann Hematol 2009; 88 : 1269-71. 52. Old JM, Varawalla NY, Weatherall DJ. The rapid detection and prenatal diagno sis of ? -thalassemia in theAsian Indian and Cyproit populations in the UK. Lancet 1990; 336 : 834-7. 53. Rao VB, Natrajan PG, Lulla CP, Bandodkar SB. Rapid midtrimester prenatal iagnosis of beta-thalassaemia and other haemoglobinopathies using a non- radioactive anion exchange HPLC technique – an Indian experience. Prenat Diagn 1997; 17 : 725-31. 54. Wadia MR, Phanasgaokar SP, Nadkarni AH, Surve RR, Gorakshakar AC, Colah RB, et al. 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Non invasive prenatal diagnosisof? -thalassemiausingindividualfetalerythroblasts isolated from maternal blood after enrichment. Prenat Diagn 2007; 27 : 1228-32. 64. D’Souza E, Sawant PM, Nadkarni AH, Gorakshakar A, Mohanty D, Ghosh K, et al. Evaluation of the use of monoclonal antibodies and nested PCR for non-invasive prenatal diagnosis of hemoglobinopathies in India. Am J Clin Pathol 2008; 130 : 202-9. 65. Lo YM, Corbetta N, Chamberlain PF, Rai V, Sargent IL, Redman CW, et al. Presence of fetal DNA in maternal plasma and serum. Lancet 1997; 350 : 485-7. 66. Lo YM, Tein MS, Lau TK, Haines CJ, Leung TN, Poon PM, et al. Quantitaive analysis of fetal DNA in maternal plasma and serum: implications for non invasive prenatal diagnosis. Am J Hum Genet 1998; 62 : 768-75. 67. Lun FMF, Chiu RWK, Allen Chan KC, Lau TK, Leung TY, Dennis Lo YM. Microfluidics digital PCR reveals a higher than expected fraction of fetal DNA in maternal plasma. Clin Chem 2008; 54 : 1664-72. 68. 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Eur J Obstet Gynecol Repord Biol 2008; 140 : 17-20. 73. Li Y, Di Naro E, Vitucci A, Grill S, Ahong XY, Holzgreve W, et al. Size fractionation of cell free DNA in maternal plasma improves the detection of a paternally inherited 74. 75. 76. 77. Reprint requests: Dr Roshan Colah, Scientist F, National Institute of Immunohaematology (ICMR), 13th Floor, NMS Bldg, KEM Hospital Campus, Parel, Mumbai 400 012, India e-mail: [email  protected] com

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MRP - Assignment Example (Axsater, 2006). Especially in case of manufacturing industry, proper and efficient inventory management is one of the most important tasks. (Miller, et al, 2010). Therefore, various inventory management systems and procedures have been devised to assist the organizations with this challenging job. Some are manual; others are computer-based; while some can be used both ways. (Heisig, 2002). One of the popular inventory management systems is Material Requirements Planning. MRP or Material Requirements Planning basically focuses on managing the manufacturing process in terms of consumption of inventory and effective and efficient production of final goods. It is a computer based system; however, it can also be handled manually, if needed. (Heisig, 2002). It is a system that helps make sure that the right amount of raw materials and other required resources are available for production of the final goods, at all times in order to avoid any delays. (Axsater, 2006). It also helps minimize the level of excessive inventory and helps chart the near-to-exact amount of inventory needed for manufacturing process.

Reading Response Essay Example | Topics and Well Written Essays - 250 words - 19

Reading Response - Essay Example Deuchler believes that it is possible to balance between literacy and other vital domestic chores amongst women. Although the author expects transformation of the women from Choson dynasty in terms of their cultural believes, they still stick to their traditions. Deuchler explains that the effect of dynastic transitions did not alternate the rules that affected women as was the case with the women of Choson dynasty and gives example with Chinese women. The author believed that despite the grasp of classical literature and transitional changes of dynasty the primary role of women as wives still remained vital1. Deuchler highlights some key elite women such as Yunjingdang and Saimdang who did exceptionally well both with their grasp of classical literature, calligraphic painting and outstanding dedication management of the household2. The sources used have greatly added value to the writing by providing examples that have helped in authenticating the topic of discussion. The author got the information from the source cited below and the main intention was to highlight the fact that a woman can effectively balance her duty as a wife with talents and

Booming Energy Essay Example | Topics and Well Written Essays - 1500 words

Booming Energy - Essay Example This technology was soon accepted by some of the leading companies such as Google, ebay, Walmart and many others. These solid oxide fuel cells produce energy that is 70% cleaner and 100% renewable. It is believed that a few years down the line, ‘Bloom’ might be a household name we reckon since it has considerable advantages over other renewable energy sources as well. Dr. K.R.Sridhar was part of a NASA workforce, attempting to come up with ideas to sustain life on mars. The first thing that occurred to him was the need for an energy source that would generate power and at the same time produce oxygen and hydrogen as a by product. The idea being, hydrogen could be used to power other hydrogen fuelled devices. With this idea in mind, they began working to produce a solid oxide fuel cell which did not comprise of expensive or rare metals but used a simple and highly available material, sand, to generate electricity. It does not contain corrosive or rare materials, making its availability rates rather high. On refining this idea, it occurred to the researcher that this technology could have a large impact on human growth in our planet, making the production of renewable and independent energy possible to everyone. The team decided that the technology which was available only in satellites would now be modified and made available to everyone. The syst em is designed to work not only as a power generator but also an energy storage unit which eliminates only a small percentage of carbon-di-oxide in comparison to the traditional power generation units which produce 50% more emissions. On completion of their NASA project, the team decided to continue their research and set out to work on transforming this remarkable idea into a product which would reach the world, making it a cleaner place. They worked on increasing its availability, efficiency and affordability. In 2001 they officially opened Bloom energy with their first client in

Hospitality marketing Essay Example | Topics and Well Written Essays - 1250 words

Hospitality marketing - Essay Example 579). The statement must offer a description of the organization to create awareness among potential stakeholders such as its consumers. It must also identify the organization’s potential customers. This is particularly essential because the organization must have been established for a product or service delivery and identification of its customers forms a basis towards defining what the organization ought to offer to the target market. The statement must also establish a philosophy upon which the organization operates. Similarly, the definition of a mission statement involves establishment of the organization’s potentials in its market as well as the organization’s obligations. A mission statement is therefore an expression that offers an organization’s basis for a level of â€Å"reliability, tangibility, empathy, and responsiveness† that it would achieve at optimum environmental conditions (Shoemaker and Shaw, p. 48). A vision statement is on the other hand an expression of what an organization intends to be. It therefore establishes standards that the institution wishes to achieve. As a result, it consists of a number of elements that guides the organization’s stakeholders toward achieving the desired aspects. The definition of a vision statement therefore identifies an ability to inspire stakeholders towards achieving the identified levels as well motivating involved parties towards the organization’s desire. Establishing what an organization intends to achieve also identifies realism in a statement that qualifies it as a vision statement. The statement must similarly describe the target standards, in a clear manner, which is consistent with the organization’s objective of meeting its customers’ needs (Shoemaker and Shaw, p. 579). A mission statement therefore establishes an enterprise’s scope of operations in an ideal environment

Scientific Method activity Essay Example for Free

Scientific Method activity Essay Complete the Scientific Method activity on the student website. Write a 350 word paper on the scientific method. Include the following: Describe how you applied the steps of the scientific method in the activity. Describe a real-life problem where you have or could have used the scientific method. Include the steps involved in solving the problem. I completed both the tomato growing and the car starting exercises. I first identified the problem. The tomato plants were not producing as many tomatoes as they had in the past, the car would not start. I then questioned why the plants were not producing and why the car would not start. I looked at my options for the tomato plants. First I thought that the plants needed more water. I tried this theory and was wrong. I went back to my options on how to solve the problem. Next I thought maybe the soil needed more nutrients. Once again I was wrong. Last, I tried the hypothesis of the plants needing more sun, and placed the tomato plants in a green house. This experiment worked and the plants began producing more tomatoes. With the car I had options of car battery or fluids. I tried the car battery thinking that the cables may be loose. I was wrong. I tired changing the spark plugs and fuses. I was wrong. I went back to the car battery and tried a charge. Once again I was wrong. With my only option now being the fluid I tried adding gasoline to the car and the car started. Through both experiments I observed the problem, questioned it, came up with one hypothesis, made a prediction, tired an experiment, came up with results and when I found my hypothesis was incorrect I came up with another and proceeded through the steps until my experiment was successful. Each time we do an experiment we get results. When our results aren’t working to our benefit we have to rethink. A new hypothesis must be made with the prediction of correct results. In both cases with the tomatoes and the car we learn from trial and error. A real life situation where I could have used the scientific method is for example; my stomach hurts. I have observed the situation. Why does my stomach hurt? Hypothesis – I have not been getting all of my daily nutrients. Prediction- My stomach hurts because I have not been eating right. Experiment- I try eating daily recommended servings of grains,  protein, veggies, fruits and milk products. Result- My stomach no longer hurts. I deal with this regularly because I do not eat right. I toy with eating different things, adding or taking away from my daily diet. I use the scientific method on a daily basis.

The Impact Of Education

The Impact Of Education Every year the Mauritian Government devotes an increasingly large share of its budget to the development of the education sector. The reason for such an increase in government investment in education lies in the belief that education has a direct impact on the economic growth of the country. In most developing countries, like Mauritius for example, education is regarded as a powerful instrument for reducing poverty and removing social and income inequalities, improving economic growth and standards of living, and helping the country to reinforce its autonomy. Appiah and McMahon (2002), Burneth et al. (1995) and others suggest that education also has some positive indirect effects such as increasing longevity, improving democratization and political stability, and reducing poverty and crimes. Education is considered as an investment in human capital. Human capital can be described as the knowledge, abilities and skills of an individual, acquired through education, training and experience, which help the latter to be more productive and thus improve his potential income earning. Ismael (1998), Becker (1964) and Mincer (1974) have emphasized on the fact that, by investing in human beings, we will gain from some forms of benefits in the future. However, Blankneau and Simpson (2004) find no clear evidence on the link between government spending on education and economic growth. Human capital is one of the most important components of sustainable economic development of a country as illustrated by Lucas (1988) and Romer (1990) in their new growth literature. The expanded neoclassical growth model developed by Mankiw, Romer and Weil (MRW) (1992) and the endogenous growth models developed by Lucas (1988), Romer (1990), Barro (1990) and others have only recently stressed on the importance of human capital in growth theories. Even though human capital incorporates health, experience, skills, education and other social factors, in this paper we will concentrate only on the role of education and its effects on the economic development of Mauritius. One problem that arises is when dealing with the measurement of human capital. In fact, there is no agreed definition of which proxy should be used to represent human capital. Generally, the average number of years of schooling has long been seen as a convenient proxy. Some researchers, for example, Mankiw et al. (1992) use secondary enrollment as proxy for education and Barro (1998) uses enrollment in different levels of education, i.e. primary, secondary and tertiary, and also enrollment by gender as proxies. In our study we will be using the average number of years of different schooling levels as proxies for education. Petrakis and Stamatakis (2002) have stressed on the fact that each different level of education has different impact on growth. For example, they find that the effect of primary and secondary education on the economic growth of developing countries is more significant than that of tertiary education, and for developed countries it is the reverse situation that takes place. Since it improves human capital, we could say that education does affect economic growth predominantly, but actually, the impact of education on the economic development is quite ambiguous. There were countless debates over the years by researchers over whether education has a positive, negative or no relationship at all with the economic growth of a country. Barro (1991) finds that education has a positive and significant impact on economic growth. He observes that any rise in enrollment rate, raises GDP too. De Meulmester and Rochet (1995) provide evidence that this relationship may not always be true. Devarajan et al. (1996) find that education has a negative impact on economic growth for some developing countries. They deduce that developing countries are not productive at the margin because these countries do not fairly allocate their public capital expenditure and this explains the opposing relationship between education and economic growth. Some other researchers, such as Hanu shek and Woessmann (2007), find that it is in fact the quality of education that promotes economic development and not the quantity of schooling or schooling attainment. They observe that the skills of the population directly affect the distribution of income and economic growth. The purpose of this paper is to determine the impact of education on the economic growth of Mauritius. 2.1 Effects of Education Education is a never ending process and as said in a famous diction, Education starts from the womb and ends in the tomb. Education benefits the society by helping to increase economic growth, reducing poverty, reducing crimes, increasing employment etc and also helps the individual to earn higher income and therefore improves the latters living standard. The figure below gives a rà ©sumà © of the effects of education at the micro and macro levels. Source: Michaelowa, Katharina. (2000) Returns to Education in Low Income Countries: Evidence for Africa. The above diagram shows the micro and macro effects of education. There are irrefutable evidences that connect education to economic growth and education in form of human capital boosting productivity. Education is in fact productivity-enhancing. It is said that a person without basic literacy and numeracy skills have many difficulties in completing basic tasks of everyday life, which therefore shows the importance of education. Education affects the growth of the economy in various ways. We here discuss the direct effects of education. Education is said to be connected to the notion of empowerment. Individuals with a certain level of higher education not only have good job with interesting wages but also augment productivity of the economy. Some studies have shown that GDP per capita rises by 1 to 3 percentage points following a 1 percentage point increase in school enrollment rates. Therefore, education is said to increase individuals wages along with the augmentation of productivity and finally GDP per capita. Here we discuss indirect effects of education. According to Glewwe (1999), Schultz (1993), Hobcraft (1993), and Thomas, Strauss and Henriques (1991) mothers schooling have indirect positive effects on the economy. It is said that an additional year of mothers schooling will induce the child to be in a better health and encourage them to learn which will eventually increase their chances to be a productive person in the future and affect the economy positively. Furthermore, educated individuals are more likely to be aware about family planning and this will ultimately reduce childbirth. This results in families having more or less 1 to 2 children, that is, a smaller family where more time is dedicated to the childrens education. This attention in return motivates the children to be more motivated at school and have better results. These children are thus encouraged to pursue their education to higher levels. Moreover, educated workers are more likely to adapt to new technology and new working techniques easier than illiterate workers. It is also said that an educated workforce is more productive than an uneducated workforce, that is, the return of an educated worker is higher compared to that of an uneducated one. Higher returns have a positive impact on the economic growth. Michaelowa (2000) uses the example of an educated farmer who uses new agricultural techniques to produce goods. Through education, the farmer will acquire the knowledge and skills required to use these new agricultural techniques and therefore he will be more productive compared to other farmers who are still using traditional techniques. The other farmers in the neighborhoods will tend to do the same in order to achieve higher profits, so this causes both the farmer and the neighbors to have higher returns and in turn increases GDP per capita. Mincer (1974) says that there is a relationship between education and individual earnings which in turn produce private returns. The Mincerian equation helps to differentiate between the different levels of education and distinguish their effects on the economy. He also claims that an additional year of schooling will lead to higher private returns. 2.2 Theoretical Framework Ramsey (1928), Solow (1956), Swan (1956), Cass (1965) and Koopmans (1965) among others developed the neoclassical model of economic growth. In his model, Solow (1956) claimed that two important factors determined growth, namely the quantity of labor and the capital stock. The neoclassical model assumes diminishing returns to capital and labour independently, and the input-output ratio is determined by exogenous technological factors. This model does not take into account the effects of factors such as human capital, health etc on the economic development. In fact, Schulz (1961) proved that labor and capital did not explain completely the increase in output and Lucas (1988) pointed out that investment in human capital is one of the main determinants of economic development. Moreover, in order to offset the adverse effects of diminishing returns, thus allowing the economy to grow, the neoclassical model suggests that the country must invest heavily in technology. In theory, this is one of the reasons why low-income countries with low ratios of capital to labor are likely to grow faster than rich countries. But empirical results have shown some inconsistencies with this hypothesis as demonstrated by Summers and Heston (1988). Later, Lucas (1988), Romer (1990), Barro (1991) and others developed the endogenous growth models in order to overcome the shortcomings of the neoclassical growth models. In the endogenous growth model, exogenous technological progress does not affect steady growth. This model introduces human capital as an input in the form of effective labor and implies that the accumulation of human capital directly affects labour productivity. The main difference between effective labour and physical labour lies in the fact that the former is calculated by taking into account labour quality such as educational level, training and skills. Both Lucas (1998) and Romer (1990) have used agents to represent the effects of human capital in their models respectively. According to Romer (1990), human capital is the decisive input that generates new products and technology in the Research Development sector and therefore this implies that countries with high levels of human capital stocks will grow faster due to the more rapid development of new products and technology generated by them. Lucas (1988) incorporates human capital in his model and claims that the accumulation of human capital will enhance productivity of other factors and thus will boost economic growth. He also affirms that never-ending increases in human capital will result in never-ending economic growth. In his model, human capital is a measure of abilities and skills used in production by a worker. However, Grossman and Helpman (1994) state that it is some form of knowledge which can eventually cause never-ending growth, not human capital. Schultz (1999) outlines the importance of human capital through education and health in determining economic growth. He insists that education increases both peoples awareness and their investments on health services, and also healthy people tend to be more efficient and therefore more productive. 2.3 Empirical Evidence Barro (1991) finds that education and economic growth are highly correlated. He uses enrollment rate as a proxy for education and per capita GDP as a proxy for economic growth. Data are collected across more than 100 countries during the years 1960 to 1990 and Barro finds that each additional year of enrollment increases per capita GDP. Bils and Klenow (2000) also come across similar results in their research. They find that variation in schooling explains approximately one third of the variation in economic growth. Although Bils and Klenow (2000) provide evidence of the positive relationship between education and economic development, they also claim that more growth could result in more education and not the opposite, i.e. there is a reverse causation effect. Barro and Sala-i-Martin (1995) use cross-country data made up of 90 countries over the time span 1965-1985. They employ the AK framework, which displays constant return to capital as it assumes that the other elements (labor and technology) that determine GDP grow proportionately with capital. In other words, each increase in capital increases output correspondingly. Their results indicate strong positive relationship on the long-run between average GDP per capita and the level of educational attainment, terms of trade and life expectancy. However, some researchers claim that the type of regressions performed by Barro and Sala-i-Martin (1995) may be subject to reverse causation effect as stated before. For example, a rise in GDP could increase investment in education as the economy develops. Such type of results will have great influence on our research as we want to study the impact of education on the economic growth and not the reverse. Akcabelen (2009) uses the ARDL approach to determine the short-run and long-run effects of different levels of education on Turkeys economic development. Secondary enrollment and tertiary enrollment are used as different proxies for education and this enables us to examine the impact of each level of education on the economic growth. Akcabelen concludes that there is positive correlation between all levels of education and the long-run economic development of Turkey. Loening (2002) uses time-series data from 1951 to 2000 and applies the error-correction methodology to analyze the impact of education on the economic growth of Guatemala. He observes that output per worker increases by 0.16 percent following a 1 percent rise in the average years of schooling. So he agrees on the fact that education does have a positive impact on the overall economic development of the country. Afzal et al. (2010) use time series data from 1970-2009 to analyze the relationship between education, physical capital, inflation, poverty and economic growth in Pakistan. According to their findings, education and physical capital have both a positive and considerable effect on economic growth in the short-run as well as in the long-run. They also find that inflation slows down economic growth in the long-run and poverty has no effect at all on the economic development of Pakistan. Other researchers, such as Kakar et al. (2011), have used time series data for the time span 1980-2009 and apply the Error Correction Model (ECM) and come to the conclusion that education influences Pakistans economic development only in the long-run. They also observe that the quality of education is more important than the quantity of education in achieving economic growth, so the government should increase its investment in education with the aim of enhancing the quality of education further. Since Mauritius is part of Africa, it is also good to see the results of researches conducted in other African countries. Fonkeng and Ntembe (2009) use enrollment and GDP as proxies for education and economic development and they notice that education at higher level, i.e. at tertiary level, is positively correlated with economic growth of Cameroon. Musila and Belassi (2004) use government expenditure on education as proxy for education for the years 1965 to 1999. They apply the cointegration and the ECM methods and find that there is positive correlation between average workers expenditure on education and the economic growth of Uganda. Ndiyo (2007) uses time series data from 1970 to 2000 on real education expenditure, real capital formation and GDP, and employs the VAR technique. Based on the results obtained after computations, Ndiyo (2007) demonstrates that education does not have a positive effect on the economic development of Nigeria. He suggests that this result can be explai ned by various factors such as labor market distortions, redundancy, brain drain, industrial disputes and job discontinuities, and government failure etc. Khorasgani (2008) analyses the impact of higher education on Irans economic development for the period 1959 to 2005. The proxies used for human capital are education attainment and research expenditures. Khorasgani (2008) uses the Cobb-Douglas production function together with the ARDL method to determine the short-run and long-run effects of higher education on the economic growth. The study demonstrates that real output increases by 0.314 percent in the long run and 0.198 percent in the short run following a 1 percent increase in higher education attainment. Hence, higher education has a positive and significant impact on the economic development of Iran. .

Television Violence Essay -- essays research papers fc

Television violence and its effects on viewers has been a controversial issue for many years. Some viewers believe that there is an increasingly large amount of violence on television and this widespread public concern has "led to calls for stricter controls on the depiction of violence in programmes" (Gunter and McAleer 1990:92). Exactly how much violence is there on television though? Many cultivation theorists have studied this, acquiring data in the form of content analysis. They agree on a definition of a violent act, for example Gerbner in his study used the definition, "an overt expression of physical force against self or other, compelling action against ones will on pain of being hurt or killed, or actually hurting or killing" (Gunter and McAleer 1990:94). This is an objective definition that can then be used to count the number of violent acts in whatever is being observed. Halloran and Croll (1972) used this technique to establish the amount of violence on British television in comparison with that of American television. For one week in April 1971, they observed the news, fictional drama, current affairs and documentaries on BBC1 and ITV Midlands and counted the number of violent incidents using Gerbner’s definition of violence. It was found that on average, 56% of British programmes contained some violence with four incidents of violenc e per hour. This was in comparison with American television which contained some seven incidents of violence per hour and where it was considerably more prevalent than on British television (Gunter and McAleer 1990:97). Focusing now on British television and violence, we can analyse Guy Cumberbatch’s research on television violence in 1987. He looked at all types of television programme focusing on four separate weeks between May and September 1986. All four channels were reviewed, totalling 1412 hours of television (930 BBC programmes and 1146 ITV and channel four programmes). He found, using his own definitions of a violent act, that 30% of all programmes contained some violence with an average of 1.14 acts of violence per programme (Gross 1992:455). It was also found that there was much more violence on television after 9pm and that violence was rare in children’s television programmes other than cartoons. It has been questioned however whether the violence in cartoons should actually b... ...er factors have also shown to be influential in this cause and effect relationship between television violence and violent behaviour. Such factors as age, gender, parental influence and amount of viewing contribute to how influential television violence is on an individual’s behaviour. Findings are still however inconclusive in this debate, although a large proportion of the evidence does appear to strongly favour the hypothesis that viewing violence on television does have an effect on a viewer’s violent behaviour. As a Washington Post article states "the preponderance of evidence from more than 3000 research studies over 2 decades shows that the violence portrayed on television influences the attitudes and behaviour of children who watch it" (Oldenburg 1992 cited at http://maple.lemoyne.edu/~hevern/ericdig.html). Bibliography Condry, J. (1989): The Psychology of Television. New Jersey: Lawrence Erlbaum. Gross, R. (1992): Psychology: The Science of Mind and Behaviour. London: Hodder and Stoughton. Gunter, B. and McAleer, J. (1997): Children and Television. London: Routledge. Van Evra, J. (1990): Television and Child Development. New Jersey: Lawrence Erlbaum.

Essay on Biblical Imagery in King Lear -- King Lear essays

Biblical Imagery in Lear Had King Lear been exposed to Christian Scriptures, he may have learned the folly of his prideful demand that his daughters vocally profess their love.   The Scriptures clearly state that "if any tried to by love with their wealth, contempt is all they would get." (Sg 8:7) Of course, had King Lear read and abided by the Scriptures, we would be wanting of a great work of literature.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Lear's situation closely fits the passage from the Song of Songs. In applying the passage to his story, we must analyze the argument presented in the passage. We see that the argument follows the Modus Ponens form, containing a premise and a conclusion that logically follows. The argument is valid due to its form. However, we must determine the truth of the premise and conclusion in order to determine whether the statement applies to Lear. First, let us consider the premise: "if any tried to buy love with their wealth." Lear poses this question to his three daughters: Which of you shall we say doth love us most That we may our largest bounty extend Where nature doth with merit challenge. (I,i, 56-58) This question clearly links the profession of love, which Lear naively supposes to indicate actual love, with the reception of the "several dowers." (I,i, 47) This is further borne out in Lear's rash disinheritance of loyal, but silent, Cordelia. Lear continues to connect love with property as he warns Cordelia "nothing will come of nothing." (I,i, 99) When she persists in her speech, he further cautions her to "mend your speech a little / lest you may mar your fortunes." (I,i, 103-14) Lear's speech and behavior certainly ma... ...yal characters, with the exception of Albany who was miles away in Scotland, are out in the storm while the wicked daughters, treacherous Edmund and their conspirators are safely dry within Gloucester's castle. Only those who pass through water and are touched by the spirit of love and right judgment are able to achieve happiness.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   We now more fully see the rich imagery surrounding the love in King Lear. The passage from Song of Songs and the entire play of King Lear now combine to remind us of the enduring, free nature of true love and the dangers of relying on wealth to secure loyalty and affection. Shakespeare uses this theme elsewhere. Roderigo is unable to bribe Desdemona with his baubles. Neither is Duke Orsino able to woo the fair Countess Olivia with his prestige and wealth. Once again, we see that Shakespeare knew what he wrote.

Animal Abuse Awareness Essay -- Violence Papers

Animal Abuse Awareness â€Å"Ignorance is bliss.† Often times we hear that saying but never truly stop to think of its validity. Think of all the things we as mankind are unaware of. Obviously, there are a number of issues out there that people do not want society to know about. But when it really comes down to it, there isn’t much out there that we wouldn’t be able to learn about, if we really wanted to. Specifically pertaining to controversial or questionable public topics, the information is available to give people the options of learning more about them and forming opinions. This is where the saying â€Å"ignorance is bliss† comes in to play. How much do we as society really want to know? How curious are we to figure out just what animals go through when they are used to test toxins or cut up for coats? These are just two of many scenarios out there that animals suffer through but our society fails to acknowledge. We don’t focus on the negative aspects of th ese issues and others, because we are too dependent on the benefits that come from them. Members of an organization called People for the Ethical Treatment of Animals (PETA) are out to end society’s ignorance in regards to the awareness of animal abuse. Their mission is to inform and convince people of animal rights. Participants hold the belief that animals have the right to be protected from being used for food, experimentation, clothing, and entertainment (PETA). There are a variety of ways the members of PETA try to get their mission and facts across. One major way they go about doing that is through the World Wide Web. PETA’s main website, www.PETA.org contains information about the cruelty of animal abuse in a variety of aspects, like those mentio... ...o end animal abuse would find the sites interesting and informative. In that retrospect, the website does do a good job in giving its intended viewers what they want to read about or see. Despite that, I think like any organization it is in their best interest to grow and expand, and they cannot do this without teaching the unknowledgeable public the facts they need to know. If they put more emphasis in that, perhaps their beliefs can become more widespread across the United States , and around the world. Works Cited â€Å"Cows are Cool.† 1 October 2003. â€Å"Kentucky Fried Cruelness.† PETA. 7 October 2003. â€Å"PETA Kids.† 1 October 2003. â€Å"PETA.† 1 October 2003. â€Å"PETA Unleashes Dogs on Iams.† PETA Main. 7 October 2003.

Machiavelli and Odysseus

Power and Leadership The Connection of Power and Leadership between The Odyssey and The Prince Research Assignment Stories in Diverse Media LAPS/HUMA 1780 Prepared for: Dr. Gillian Helfield Mr. Julian Manyoni Prepared by: Samuel James Ysip 212-697-983 Power and Leadership Power and leadership play a big role in accomplishing the objectives of a team. A person having these two attributes can direct a group of people towards achieving their common goal. These two components of authority are also essential to each other in order for the leader to be successful.Power is a person’s ability to influence others and leadership is a person’s talent to guide a group of people to achieve their common goal. A person that has power but without the capacity to make the right decisions for the team will definitely fail to lead a team to their goal and a person without the influence on others but with the talent to lead a team will sure not be able to implement the qualities of a great leader to a group. Homer’s The Odyssey and Machiavelli’s The Prince are two books that both contain themes about power and leadership.Homer’s The Odyssey contains information about Odysseus’ leadership capabilities during his journey home to Ithaca and how he reacted on different situations that involve critical leadership decisions. It also contains the status of his leadership in his homeland and what kind of monarchy he has. On the other hand, Machiavelli’s The Prince gives out information and guidelines on what a Machiavellian leader should be and how he should react in different kinds of situations. It also contains different theories on how the structure of a monarchy affects a ing’s superiority in his own kingdom. Throughout Odysseus’ journey, he made questionable decisions that contradict the teachings of Machiavelli. By not following the guidelines of Machiavelli on leadership and power management, as a result, Odysseus fail ed to lead his team safely back to Ithaca. Through Machiavelli’s theory, on could also argue that because of the structure of Odysseus’ kingdom in Ithaca, it resulted to the noble men in Achaea to take advantage of his absence, thus resulting to the exploitation of his land.The disobedience of Odysseus’ crew members to his orders resulting to their death, the act of contempt of Eurylochus against Odysseus and the effects of political structure in Ithaca to Odysseus’ supremacy as king are the three factors that constitute the power and leadership issues in The Odyssey which are connectedly criticized and discussed through the guidelines and theories of Machiavelli in The Prince. The disobedience of Odysseus crew members to his order of not eating the cattle of Helios which resulted to their death is the outcome of Odysseus’ failure to apply the teaching of Machiavelli about being compassionate or cruel.In chapter seventeen of The Prince, Machiavelli stated that, â€Å"A ruler mustn’t worry about being labelled cruel when it’s a question of keeping his subjects loyal and united . . . he will prove more compassionate than the leader whose excessive compassion leads to public disorder, muggings and murder. † (65). Odysseus’ compassion towards Eurylochus; a high ranking crew member that insults him and constantly tries to lure Odysseus’ crew members to disobey his orders, resulted to the death of the crew members and further delayed his return to Ithaca.Eurylochus’ exploitations in the story began to develop when they arrived at the island of Aeaea. Eurylochus disagreed with Odysseus’ decision to go back to Circes palace to have his men rest after a long travel. He then insulted Odysseus by saying, â€Å"So too it happened with the Cyclops, when our companions went into his yard, and the bold Odysseus was of their company; for it was by this man’s recklessness that these too perished. † (10. 435-438). These two incidents alone have enough grounds for Odysseus to take actions on Eurylochus’ obvious disregard of his authority.Odysseus considered killing him by taking his head off but he realized that he is related to Eurylochus by marriage and his men were also able to stop him by pleading to him. This confrontation is an evidence of Odysseus showing incorrect compassion towards Eurylochus. Although Odysseus showed a sign of disappointment, he never really punished him which led to more disobedience by Eurylochus. It also showed that he considers his men’s view of his actions. His actions confirmed that he would rather show compassion than cruelty by being stopped by his men from killing Eurylochus through their pleading.By not taking the necessary actions on Eurylochus’ behaviour, he was able to persuade Odysseus to land on the island of Thrinakia where Helios keeps his cattle despite Circes advice to stay away from Heliosâ₠¬â„¢ belongings. When they landed on the Island where the cattle are, Eurylochus again stirred up trouble by persuading the crew members that it’s fine to eat the cattle of Helios while Odysseus was asleep. Eurylochus said, â€Å". . . hunger is the sorriest way to die and encounter fate . . . let us cut out the best of Helios cattle and sacrifice them to the immortals who hold wide heaven . . . nd if we ever come back to Ithaca . . . we will build a rich temple to the Sun God Helios. † (12. 342-346). This final incident that Eurylochus was able stir up became the main reason of the crew members’ death and also Eurylochus. Odysseus should have made the right decision of eliminating Eurylochus when he first started to disregard his superiority on the Island of Aeaea. Odysseus also showed a sign weakness in his leadership when Eurylochus was able to persuade him to land on an island where the temptations are apparent despite the group and Eurylochus’ consta nt disobedience and the crew’s inability to avoid temptation.In the book Machiavelli on Modern Leadership, Michael A. Leeden stated that â€Å"Without fear of punishment, men will not obey laws that force them to act contrary to their passions. † (115). Odysseus’ lack of implementing punishment to his subjects made his crew men, particularly Eurylochus, more attracted to temptations and more convenient of violating not only Odysseus’ orders but also the gods’. Leeden also stated in his book that â€Å"to be an effective leader, the most prudent method is to ensure that your people are afraid of you.To instill that fear, you must demonstrate that those who attack you will not survive. † (126). This statement criticises Odysseus response to Eurylochus’ disobedience. Eurylochus challenged and ridiculed Odysseus’ leadership and authority during their stay on the island of Aeaea. He also questioned Odysseus decision of not wanting t o land on the island of Thrinakia although he was able to persuade him anyway. Odysseus failed to respond with effective force on these incidents which resulted to more disobedience. The system of uthority that Odysseus implemented over his subjects during their journey resulted to his men’s downfall and also his. By not applying the teachings of Machiavelli on how a leader should use power to appropriately perform cruelness or compassion to achieve a better and more disciplined kingdom, Odysseus showed unnecessary compassion to the wrong person; a sign of a weak leadership, thus resulting to the death of his whole crew and further delayed his return to Ithaca. Odysseus’ leadership flaws do not stop on his lack of control over his subjects.He also made terrible judgements that led to the death of some of his companions that consequently resulted to the lost of their trust to his leadership. Because of these bad decisions, Eurylochus; Odysseus’ second in command, found the courage to challenge his leadership. In The Prince, Machiavelli stated that, â€Å". . . when there is no threat from outside, a ruler must take care that his subjects don’t start conspiring against him. He can guard against this by making sure he isn’t hated or despised and that people are happy with him† (73).One reason of Eurylochus’ voice of displeasure with Odysseus’ leadership is because of Odysseus’ foolishness and stubbornness. On the Island of Cyclopes before Odysseus took his men to the cave, he stated that â€Å"my proud heart had an idea that presently I would encounter a man who was endowed with great strength, and wild, with no true knowledge of laws or any good customs. † (9. 213-215). On their way to the Cyclops’ cave, Odysseus knew himself that danger is on their way yet he still made careless decisions when they get there.Instead of quickly taking all the things they needed inside the cave and despi te his men’s persuasions, he still decided to wait for Polyphemus to arrive because he personally wanted to try his luck if the Cyclops would actually welcome them inside. Odysseus stated that â€Å"From the start my companions spoke to me and begged me to take some of the cheeses, come back again, and the next time to drive the lambs and kids from their pens, . . . but I would not listen to them . . . not until I could see him, see if he would give me presents. † (9. 224-229).The fact that Odysseus is a known tactician, one could argue that his companions’ simple strategy is far much better than Odysseus naive idea of trying his luck with the Cyclops. Although Odysseus’ cunnings got him out of the cave after getting trapped, the consequences of his foolish curiosity in regard to the death of his comrades and the lost of trust of his comrades, outweigh the benefits of his cunnings. Odysseus stubbornness and foolishness led to the death of six of his men a nd this gave Eurylochus one of the reasons to go against his authority.The incident on their way out of Island of the Cyclopes also added fuel to the fire when Odysseus provoked Polyphemus by shouting to him. His crew members yet again pleaded to him, â€Å"Hard one, why are you trying once more to stir up this savage man . . . † (9. 494-495). They also mentioned that because of Odysseus’ provocative actions, the Cyclops threw big rocks at them and led the ship back to the shore and almost got them caught and get killed. This declaration by his crew members is a sign of their disappointment with Odysseus’ leadership.It shows that they are concerned with how Odysseus constantly putting them in harm’s way by being out of control. Another sign of their dissatisfaction is when the notion of unfairness came into their minds when they foolishly opened the bag of wind that sent them back to Aiolian Island. His companions stated that Odysseus â€Å"is bringing h ome with him handsome treasures . . . while we, who have gone through everything he has on the same venture, come home with our hands empty. † (10. 40-43).This action by the crew members shows a symptom of mutiny against a leader that is supposed be trusted and respected by his subjects. It also signifies that Odysseus has lost his connection with his crew men and they don’t see him anymore as one of them. In an article by Elihu Rose, he claimed that â€Å"Mutiny begins with grievances over some existing or threatened condition. The question then may be posed as to whether those grievances, legitimate or not, were ultimately addressed and, if so, to what degree . . . † (572).This statement supports the idea that mutiny is indeed the result of lack of acknowledgement by the people who are responsible to address the internal issues of an organization. It applies to Odysseus’ constant disregard of his crew members’ pleadings which resulted to him putti ng his crew members into situations that they didn’t wish to go through. According to Machiavelli, â€Å". . . one of the most powerful preventive measures against conspiracies is simply not being hated by majority of people. People planning a conspiracy must believe that killing the ruler will be popular . . † Eurylochus knew the disappointment of the crew members on Odysseus’ leadership. This gave him the further courage to voice out his displeasure on Odysseus’ authority knowing that the crew members also have an issue with the way Odysseus handled situations. It also gave him the courage and the capability to persuade the crew members to disobey Odysseus’ orders of not eating the cattle of Helios. Machiavelli’s advice to a king of keeping his subjects satisfied or simply not despise him to avoid contempt or mutiny certainly didn’t apply to Odysseus leadership.The stubbornness of Odysseus along with his inability to create a cohesi ve relationship among his crew resulted into disappointment inside his circle which paved the way for Eurylochus to contempt against his authority. Lastly, the capability of the noble men to threaten his throne and exploit his belongings could be argued as the result of the political structure of Odysseus’ kingdom. Chapter four of The Prince discusses the advantages of appointing ministers and the disadvantages of a kingdom with nobles.Machiavelli stated that, â€Å"These barons have their own lands and their own subjects who recognize the barons as their masters and are naturally loyal to them. Where a state is governed by a king and his ministers the king is more powerful since he is the only person in the state whom people recognize as superior. When they obey someone else it is only because he is minister or official and they have no special loyalty to him† (16). In other words, Machiavelli suggests that because the nobles have their own power inside a king’ s monarchy, they’re more likely to disobey or be mutinous against a king’s authority.On the other hand, a monarchy that has ministers instead of barons, gives the king the security of not having any defiance against his superiority. In The Odyssey, Achaea is a land filled nobles. It is known in the story that Odysseus did not appoint any ministers or any sort of authority to secure his throne in Ithaca from any threats while he is gone to war. This signifies that his power over the people of Ithaca is not absolute or in other words, the foundation of his power is fragile once a certain threat to his power comes in.In The Prince, Machiavelli claimed that the nobles are more likely to be corrupted by foreign forces because they are hard to please and are always eager for a change in leadership. This suggests that even if Odysseus came back to Ithaca on time, his authority is not secured from any internal or external forces (e. g. the nobles or other kings) that wanted to challenge it and much more worst if he actually have died in the war. In The Odyssey, Telemachus stated that, â€Å"It is not bad to be a king . . . in fact there are many other Achaian princes, young and old, in sea girt Ithaca, any of who might hold this position, now hat the great Odysseus has perished. † (1. 393-396). This statement by Telemachus; son of Odysseus, is a confirmation that Odysseus throne is in fact open for any internal or external forces (i. e. suitors Inside or outside of Ithaca) to occupy without any prohibition. According to Machiavelli, â€Å". . . there will always be barons ready to assume authority when circumstances swing their way . . . † (18). Odysseus’ absence in Ithaca and the inexistence of authority gave the noblemen the chance to do whatever they want in his land, consequently giving the noble men their chance to finally occupy his throne.An example of this is the persistence of the Achaean noble men to take his throne by marr ying his wife; Penelope, despite her obvious intension of not wanting to marry. Another result of lack of authority in Ithaca is the constant abuse of his property in the hands of the noble men by uncontrollably devouring his livestock and wine. Although Telemachus tried to appeal to the suitors by holding an assembly with all the suitors and the Achean elders, it was not enough to get the suitors out of his land. Telemachus stated that â€Å"We have no man here such as Odysseus was, to drive this curse from the household.We ourselves are not the men to do it . . . not men well seasoned in battle. † (2. 58-61). Although Telemachus has the right to be aggravated with the suitors’ spoilage of his belongings, there is no authority or power in his kingdom beyond his capability that could demand the suitors out of his land. Without Odysseus, the noblemen hold the power on the land and are pretty much entitled to enforce their own rules. In the book Greek Political Thought b y Ryan Balot, he stated that, â€Å"Odysseus was like a father to his people who protected them from foreign enemies, from less restrained aristocrats . . When Odysseus left Ithaca, everything went downhill, because of the greed and hubris of wealthy well-born men without a sense of decency . . . Meanwhile, the political community could exert some – though not enough – pressure on these aristocrats to amend their behaviour. . . as long as Odysseus was gone, those who would normally have been in charge were left with pious hopes that the gods would rescue them. Therefore . . . the well being of Ithaca depended on Odysseus return and his forcible reassertion of his power. † (32).This statement by Balot supports the argument that the inexistence of ministers who play as the second in command of the king makes the monarchy vulnerable not only from the nobles but also from external threats. Without the authority of appointed ministers who play as the second in comman d of the king, it makes the noble suitors subsequent to Odysseus in the hierarchy of power in Ithaca. With the little gap between the powers of a king and noblemen, it makes it easier for the noblemen to enforce their authority in a kingdom when the power of a king is inexistent.Balot’s view of the situation in Ithaca also supports the idea that Odysseus’ authority in his kingdom is not supreme amongst all the people under his authority and it is just a matter of chance before the noblemen defy him. Machiavelli’s theory about the advantages of ministers and the disadvantages of having noblemen in a monarchy certainly applies to the structure of Odysseus’ monarchy. With the kind of monarchy that Ithaca has, Odysseus’ superiority in his land is undeniably vulnerable from the defiance of the ambitious and opportunistic noblemen.The inexistence of legitimate authorities like the ministers who play as the second in command of the king to provide governa nce all over the land and also as the king’s safeguard from any mutiny makes the supremacy of Odysseus as a king of Ithaca questionable. A leader’s utilization of both power and leadership is the sole reason for an organization to succeed or fail. A leader that lacks either one of these elements is most likely to fail on directing a group to achieve the group’s common objective including the leader’s own personal goal.The issues of power and leadership throughout Odysseus journey in The Odyssey are linked to the ideologies and guidelines of Machiavelli’s The Prince on how a king can efficiently apply his power and leadership to maintain a well-organized and successful monarchy and what kinds of circumstances can affect a king’s supremacy to his own kingdom. Throughout Odysseus journey, he showed manners of leadership that contradicted the guidelines of Machiavelli of how a king should react in different situations that involve a critical lea dership decisions.Odysseus’ too much compassion towards his crew members contradicts the advice of Machiavelli on why it is better for the leader to be feared than loved. His inappropriate compassion towards his crew members led to their rebellion against his authority which consequently led to their own destruction. Odysseus perhaps wanted to be viewed as a compassionate leader, therefore loved by his people, instead of being viewed as a cruel but effective dictator. But according to Leeden â€Å"Indeed, if you are feared, your followers will always find reasons to love you. †(128).Odysseus recklessness also resulted to the contempt of his second in command, Eurylochus. Machiavelli stated that a king should have the characteristics of both fox and lion to avoid traps and scare out enemies. Although there is no doubt that Odysseus is a courageous warrior and at the same time cunning, he showed at times that he only utilizes the qualities of a lion but lacks or disregar ds the qualities of a fox, thus resulting to his crew members frustration of his actions. An example is when he courageously waited for Polyphemus despite knowing the fact that he’s an unlawful monster.Machiavelli stated that those kings that only rely on qualities of a lion have no idea what they’re doing. The structure of Odysseus’ monarchy is also discussed in Machiavelli’s The Prince. Machiavelli’s view on why a king is better off with a monarchy with appointed ministers than a monarchy with ruling noblemen can certainly be applied to the struggle of power in his land, Ithaca. The situation in Ithaca proves that Machiavelli’s view on the importance of ministers and the disadvantages of having noble family in a monarchy is accurate.These issues of power and leadership in The Odyssey created the consequences that plagued Odysseus, his crewmen and his wife and son throughout the story. The rebellion of his crewmembers is the result of Odyss eus’ failure to apply an efficient leadership along with his power, consequently resulting to his authority over his men to diminish as well. The effect of the political structure to Odysseus’ supremacy in Ithaca is unchangeable, thus making him an inevitable victim of an unavoidable circumstance.However, If Odysseus followed the guidelines of Machiavelli on how an ideal king should lead, Odysseus could have saved some of his crew members and achieved their ultimate common goal and that is returning to Ithaca safe and sound. Bibliography Balot, Ryan. Greek Political Thought. Blackwell Publishing, 2006. 32. Print. This text contains a thorough history of ancient Greek political thought. It examines different kinds of ancient text (e. g. The Odyssey) in order to clearly demonstrate the political thought and structure of ancient Greece during its time. It also studies the connection between politics and ethics in ancient Greece.Part of this text studies the tendencies of the noblemen to revolt against a ruler. Balot stated that the aristocrats often sought for political connection outside a king’s monarchy to gain additional political connection that could possibly help them attack their own government. It also contains Balot’s view of the situation in Ithaca when Odysseus power is inexistent. Balot stated that Odysseus existence as a king is the only thing that hinders the â€Å"less-restrained† aristocrats from doing what they wish to do in his land. Homer. The Odyssey of Homer. Trans. Richmond Lattimore.New York: Harper & Row, Publishers, Inc. , 1967. Print. The poem The Odyssey tells the story of Odysseus’ journey back to his kingdom after the Trojan War. It describes the trials and the consequences that Odysseus had to go through trough out his journey. This text relates to my essay about â€Å"Power and Leadership† because it exhibits Odysseus’ leadership capabilities on different kinds of situations ( e. g. Odysseus leadership in the island of the Cyclops) throughout his travel. This text is relevant to my argument because it contains incidents that required Odysseus to make leadership decisions.An example of these incidents is when he decided to wait for the Cyclops despite his crew members’ request of leaving the cave. By using these incidents in The Odyssey, it will help me apply the guidelines of Machiavelli on how a king should respond in different kinds of situations that required critical leadership decisions. Ledeen, Michael. Machiavelli on Modern Leadership. New York: Truman Talley Books and St. Martin's Griffin, 1999. 112-149. Print. This book studies the lessons of Machiavelli on leadership and how they can be applied to modern politics. Michael A.Ledeen’s personal view on the importance of Machiavellian leadership will be used as a tool to back up my claims on why the consequences that Odysseus suffered throughout his journey were the results of his lead ership decisions that contradicted the guidelines of Machiavelli. In one case in the book that indicates the importance of inserting fear in the people under one’s leadership, Leeden uses George Washington as an example by illustrating how the former U. S. president used his army to control the citizens who were against the idea of paying excise tax on their liquor.Machiavelli, Niccolo. The Prince. Trans. Tim Parks. Great Britain: Penguin Books Ltd, 2009. Print. This book by Machiavelli instructs the readers of the guidelines of how a â€Å"Prince† should lead and overcome adversaries or conflicts the Machiavellian way. It relates to my topic of â€Å"Power and Leadership† because it contains ideologies of how leaders should react or demonstrate power when threatened by internal or foreign forces. This text also discusses different circumstances that could affect a king’s superiority in his kingdom.The effect of the political structure of a king’s kingdom is an example of the topics that are discussed in this text that could be applied to the circumstance of Odysseus kingdom, Ithaca. This text will be the basis of my judgement on the rights and wrongs of Odysseus’ leadership. It will also be the basis of my evaluation on what Odysseus should have and should have not done on different situations throughout his travel. Rose, Elihu. â€Å"The Anatomy of Mutiny. † Sage. (1982): 572. Web. 25 Mar. 2013. ;http://afs. sagepub. com/content/8/4/561. full. pdf;. This article by Rose studies the reasons of mutiny in the military.It also explains the different kinds of mutinies, how the process of mutiny starts and how to end it. It also contains examples of passed mutinies from sixteenth century French monarchy. This article is essential to the argument of why Odysseus’ inappropriate actions in the land of the Cyclopes have made his crewmen disappointed which led to the act of contempt of Eurylochus against him. Its explanation of how mutiny starts supports the argument that Odysseus’ action against the will of his crewmen is the primary reason why his subordinates rebel against his authority in their journey.

Hottie Hawgs Bbq Case Study

Hottie Hawg’s Smokin’ BBQ Case Study Team 16 Strengths: * NASCAR Partnership * Excellent food * Differentiated brand * Creativity of owners * Excellent marketing * Low infrastructure costs * Mobile restaurant * Little brand competition * Service flexibility * Proprietary recipes * Community support/interests * Professional marketing image Weaknesses: * Lack of cash flow * Leadership working for two companies * Loss of founder means all lies on Vaughn * High travel costs for events outside of Atlanta * Licensing decision reduces the opportunity of franchise income * Limited distribution capabilities Expansion is expensive * Non-centralized staff * Lack of business credit * Limited menu * Use of ACT funds to finance HHBBQ operations pierces the corporate veil. * Limited catering experience Opportunities: * Aramark/Pepsi Center opportunity * NASCAR as growth partner * Growth within Atlanta * Brand awareness through additional licensing and potential franchising * Merchandi se sales * Brick-and-mortar Flagship locations * Popularity of Food Trucks Threats: * Hooters Restaurants * Other barbecue restaurants * Customer reluctance to patronize a polarizing brand * Loss of trade-secret information Legal costs * Economic downturn/slow economic growth * Rising fuel and transportation costs * Pitmasters BBQ uses similar logo and brand image: 1. If you were in Kyle Vaughn’s position, which strategic option would you take? Explain your reasoning. Hottie Hawg’s Smokin BBQ was presented with an opportunity for tremendous growth early on in the life of the company that would test the limits of HHBBQ’s ability to raise capital, produce the quantity of food required and maintain the quality of the product while protecting the brand name and mark they had worked to cultivate.The Aramark/Pepsi Center contract would guarantee HHBBQ at least 100 events, projected at 16,000 people per event, and make HHBBQ the exclusive BBQ vendor for the arena. We b elieve of the two strategy alternatives HHBBQ had, the correct choice would be to pursue the Aramark contract. As a company that is looking to expand, passing up an opportunity of this magnitude might not occur again. Either of these two strategies are viable and possess pros and cons, but pursuing the Aramark contract would grant HHBBQ more potential rewards than passing.HHBBQ has already worked with one professional sport in NASCAR and the opportunity to serve customers of the NBA and NHL are markets that are too valuable to pass on. Once the decision to accept the Pepsi Center deal is made, HHBBQ will face more decisions on how best to handle supplying the needed food for the events. HHBBQ would have to re-locate the â€Å"18 Squeeler†, an open-air smoker on wheels, to Denver to prepare the BBQ or rent a local kitchen until a permanent commissary was set up.HHBBQ faced legitimate concerns regarding the ability of the Squeeler to meet the high food demand of the Pepsi Cente r and whether the legal costs, potential loss of food quality and possibility of compromising the brand image when dealing with a rented kitchen would make the deal not profitable. From the case study, the first 18 Squeeler was available one week after the initial conversation between Vaughn and Rybka. To meet the demand of the Pepsi Arena, HHBBQ should purchase an additional Squeeler so the food quantity and quality are not compromised.Once cash flow has begun and enough capital is raised to open a Denver commissary, the two Squeelers would be freed up to once again to perform at local events within the community and allow one Squeeler to return to Atlanta to service the home market. These are challenges that service firms face when attempting to match their products to the needs of their target markets (Ferrell & Hartline, 197). HHBBQ will experience on the job training while learning how to best forecast the correct amount of food needed to serve the arena and the number of new e mployees to hire and train to accommodate the number of visitors to the arena.Because most services are dependent upon people (employees, customers), HHBBQ must avoid past mistakes in variations in quality and inconsistency such as overstaffing, food waste, and less than ideal image promotion (Ferrell & Hartline, 198) to maintain high service quality and profitability. Although service quality is a subjective phenomenon (Ferrell & Hartline, 198),   this particular marketplace would not allow for service customization but allow HHBBQ to focus on food quality and speed of service to meet their customers’ needs. . Comment on the decision to license the Hottie Hawg’s brand rather than enter into a franchise agreement with Seymour. In the company’s situation, is it better to promote easier expansion through franchising or maintain tight control over brand image through licensing? Explain. At this early stage in Hottie Hawg’s Smokin’ BBQ’s histo ry, it is important to cultivate the brand image carefully and with almost obsessive attention to detail.The offering of tasty barbecue served by attractive women in a fun and laid-back environment is in its introductory stage (Ferrell & Hartline, 217), and will soon move into the growth stage if all goes well. Hottie’s must work to grow and build brand equity and establish a differential advantage in the market. This is done through careful management of the product and brand over this time. Public relations, advertising and incentives are critical at this stage in the brands life, as it sets the tone for the growth and maturity stage.Will this be just another barbecue joint or will Hottie’s stand out among a sea of ribs and wings? Rybka initially envisioned a brand so â€Å"extreme and offensive (as) to purposely alienate a large portion of the population† (Ferrell & Hartline, 519)   Allowing a franchisee to potentially dilute this brand is a risk they shoul d not be willing to take. The branding strategy employed by HHBBQ depends on the extreme offensiveness they are building, and a franchisee that doesn’t have the same â€Å"tough guts† that Vaughn and Rybka have may not be capable of sticking to their vision.Vaughn has done an excellent job thus far in developing a different style of BBQ restaurant in the southeast, and should protect the emerging brand image fiercely in order to maintain and develop according to the company’s vision. A license agreement, where complete control can be exercised over the quality of the food, the brand image, logos and marketing materials allows Vaughn to control the direction of the company, while realizing income from licensed sales.The brand is the most valuable asset to this emerging company; in fact, the brands image was â€Å"the cornerstone of the company’s success thus far† according to Lee, and therefore, should remain the top priority at this stage in the ga me (Ferrell & Hartlien, 526). It should also be noted that by licensing the product rather than franchising, HHBBQ has been able to avoid many unnecessary expenditures that go along with franchising. Had they sold Seymour a franchise, they may have had to invest more in him in terms of training, product knowledge, and other resources that HHBBQ cannot spare at the current time.Licensing provided Seymour an avenue to invest without much overhead expense, and still provided HHBBQ with licensing revenue and fees. 3. Assume that Hottie Hawg’s is successful with the Aramark/Pepsi Center opportunity. What should Vaughn’s next move be to continue that growth and success? Vaughn’s efforts, with the success of the Aramark/Pepsi venture will have resulted in the beginning of the growth stage of HHBBQ BBQ. This continuing growth stage has happened because sales increases will have been occurring rapidly due to the appeal of the product (Ferrell & Hartline, 219).Additionall y, Hottie Hawg’s BBQ will want to 1. â€Å"Establish a strong and defensible market position† and 2. Earn profit to repay debts as well as enough profit to justify moving forward with the business (Ferrell & Hartline, 219). In order to do this, Vaughn’s next moves should be to pursue one flagship brick & mortar location, more   18 squeelers to expand the reach of the product line, look for more venue arrangements that could be profitable, potentially pursue venture capital, and pursue more licensing agreements. Pursuing a flagship brick & mortar restaurant should be an important next step for Vaughn.Up to this point, Vaughn has not built a brick & mortar location because traditional storefronts require heavy upfront investment costs (Ferrell & Hartline, 521). However, with the cash flow that a successful Aramark/Pepsi Center opportunity will bring, it will be the right time to invest in a flagship location. A major benefit to creating a flagship store front in Atlanta, GA will be that HHBBQ will be able to finally focus some resources on the opportunities in Atlanta for local catering parties and events in this major metropolitan area (Ferrell & Hartline522).This will create more cash flow for the company, and the increased presence in the Atlanta metropolitan area should help to strengthen the position of the company by fulfilling the event catering need that has not been met there as of yet (Ferrell & Hartline, 213). Purchasing more 18 squeelers to increase the reach of the product line should be a next step for Vaughn. The 18 squeeler was one of the first pieces of equipment bought by Rybka and has proven to be invaluable (Ferrell & Hartline, 519).This smoker allows HHBBQ to reach out to people over a wide geographic area, resulting in increased brand awareness which helps build more brand equity (Ferrell & Hartline, 205). Investing in more 18 squeelers will allow HHBBQ to continue expanding the awareness of its high quality product, which will help set up future associations and increased cash flow. In fact, the food truck industry, of which HHBBQ’s squeeler would be considered part, is growing at a rate of 18. % in North Florida which shows that there are still incredible growth opportunities in this arena, although competition is increasing as well (Haughney, 2). Vaughn should also look for more venue arrangements. These arrangements are great opportunities because they offer tremendous upside potential through solid revenues, profits, and exposure (Ferrell & Hartline, 525). Partnering with major arenas such as the Pepsi Center is ideal because massive amounts of people will see and try the product and take that favorable opinion about the brand home with them.HHBBQ is poised to increase cash flow considerably if they can establish similar arrangements with some of the NASCAR events that they are already affiliated with, other popular arenas such as the Amway Center in Orlando, FL, Turner Field in Atla nta, GA, or busy venues such as major zoos, amusement parks, or even in airports. Venture Capital is another way for HHBBQ may be able to help fund growth after the successful Pepsi Center opportunity. Selling a minority stake of the company for cash may be a very smart move in order to fund future growth.HHBBQ will have enough viability now that there will certainly be interested parties. Venture Capital firms, such as Seed Capital, which provides investment in new start-ups, exist to make a return on their investment (Haughney, 3). HHBBQ could fund major expansion with a large influx of cash, as well as hire more support staff to handle the increased demand for product. Increasing the amount of licensing agreements for HHBBQ is also a smart move. Licensing agreements allow HHBBQ to receive substantial cash flow while allowing the company to maintain quality control over both brand and product (Ferrell & Hartline, 524).These controls are still very important, because HHBBQ’s brand image and great tasting food help set the company apart from competitors. Additionally, HHBBQ currently only has a licensing agreement in the Denver, CO area which means that an incredible growth opportunity exists here. Adding a few other major markets would be a wise move to ensure viable cash flows for HHBBQ. 4. If the Aramark/Pepsi Center opportunity turns out to be unsuccessful, what should Vaughn do to ensure the ongoing viability of Hottie Hawgs?If the Aramark/Pepsi decision proves unsuccessful, then Hottie Hawgs would have the opportunity to focus on other investment opportunities. As they do not have an excess of cash flow, it is our belief that Hottie Hawgs would initially benefit from raising capital. This time would also allow the fledgling company to build experience, maturity, and further develop within the growth stage, while having the additional financial flexibility that would come with more capital. Once Hottie Hawgs has raised ample capital, they would the n be able to focus on licensing/franchising, and more â€Å"Squeelers†.This capital would also allow Hottie Hawgs to consider the possibility of a brick and mortar restaurant. Hottie Hawgs has already established that they can attain profitability with the â€Å"Squeelers† once they verify the proper amount of food necessary. So the investment or licensing in additional â€Å"Squeelers† units would allow them to effectively manage the company’s growth. If the decision were to prove unsuccessful, Hottie Hawgs could also take that opportunity to move their operations back to closer to their home base. Atlanta, which has a population of over four million, would be a prime location for Hottie Hawgs to grow.Atlanta, which is a major metropolitan market, hosts NASCAR, MLB, NFL, and NBA, all of which could be potential events or venues where Hottie Hawgs could find success. This would also allow Hottie Hawgs to continue to attend successfully proven events, in t heir proximity, like the Billfish Tournament in Panama City. As noted in the case, Eric Rybka’s initial approach for Hottie Hawg’s branding was to, â€Å"create enough negative publicity to make the brand infamous, and then slowly morph the brand enough to be mainstream†. To ensure viability, Hottie Hawgs can take this unsuccessful decision and turn it an opportunity.They would now have the ability to change their brand to a more mainstream and socially acceptable brand. As we know from our text, a brand is a combination of the company’s name, symbol, and design. Taking an opportunity to refine these would fit well into Eric Rybka’s initial intent and direction of the company. This unsuccessful decision can also be turned into an opportunity for Hottie Hawgs to consider improvements or revisions of existing products. As noted in our text, these improvements or revisions can create a â€Å"greater perceived value† for the customer.In these ch allenging economic times, Hottie Hawgs could also consider cost reduction strategies. As noted in our text, cost reduction strategies would allow Hottie Hawgs to maintain a level of performance, but do so, â€Å"at a lower price†. This would allow Hottie Hawgs to appeal to the most cost conscious customers, but maintain the level of performance that has brought them initial success. This strategy could be achieved by considering lower cost meat providers, lower priced ingredients, or reducing costs in other facets of the restaurant, such as plates, utensils, cups, or napkins.Hottie Hawgs could also consider a co-branding strategy. Hottie Hawgs could contract and have Coke and Hottie Hawgs brand marks on their cups. They could also co-brand with locally prevalent companies to put their advertising on Hottie Hawgs to-go bags or boxes, along with Hottie Hawgs brand marks. Overall, it is our determination that if the Aramark/Pepsi decision proves to be unsuccessful, Hottie Hawgs still has a multitude of opportunities to maintain viability. Hottie Hawgs can consider licensing/franchising opportunities.They can make a decision to raise capital to obtain more Squeelers. They can consider other venues, like Atlanta, with the reasons that we noted above. Lastly, they can consider reconfiguring some of their strategies, utilizing concepts from the text, that would allow them to refine some of their strategies in an effort to maximize the fulfillment of the customer’s needs, while attracting a greater customer base. Even if the Aramark/Pepsi decision is unsuccessful, that does not mean that Hottie Hawgs is void of alternatives that can allow them to maintain viability and rofitability. O. C. Ferrell & Michael D. Hartline: â€Å"Marketing Strategy, Fifth Edition†    2011 Haughney, Kathleen. â€Å"Keep On (Food) Trucking. †   850businessmagazine. com. 850 Business Magazine. Web. 02 March   2013. http://www. 850businessmagazine. com/index. php? option=com_content&view=article&id=601%3Akeep-on-food-trucking&catid=64%3Aq-and-a&Itemid=1 Couret, Jacques. ‘ARC: Metro Atlanta Population Hits 4. 17 Million† bizjournals. com. Web. August 09, 2012 http://www. bizjournals. com/atlanta/news/2012/08/09/arc-metro-atlanta-population-hits. html? page=all