Overview of the Genitive Singular in Latin Declensions

When you are trying to translate a Latin noun into English or English into Latin, you should know which of the five declensions the noun falls into. If you know the declension and the dictionary forms of a noun, youre set. For instance, the word puella, a first declension word that will be listed as puella, -ae, f. or something similar in the dictionary, is feminine (thats what the f. stands for; m. stands for masculine and n. stands for neuter) and is first declension, as you can tell from the second part of the dictionary listing, here; -ae. The genitive (cÄ sus patricus paternal case in Latin) is the name for this second form (-ae for the first declension) and is easy to remember as the equivalent of a possessive or apostrophe-s case in English. Thats not its complete role, though. In Latin, the genitive is the case of description. The use of one genitive noun limits the meaning of another noun, according to Richard Upsher Smith, Jr., in A Glossary of Terms in Grammar, Rhetoric, and Prosody for Readers of Greek and Latin: A Vade Mecum. There are five declensions in Latin. The genitive ending is used in the dictionary because each of the five declensions has its own genitive form. The five genitive terminations are: -ae-Ä «-is-us-eÄ « An example from each of the 5 declensions: puellae - the girls (puella, -ae, f.)servÄ « - the slaves (servus, -Ä «, m.)principis - the chiefs (princeps, -ipis, m.)cornÃ… «s - the horns (cornÃ… «, -Ã… «s, n.)dieÄ « - the days (dies, -eÄ «, m.)

Bad Side of Advertising - 1445 Words

Advertising is an important method of competition, especially in industries that are highly concentrated. Where companies are unable to compete on price, advertising is fundamental to promote the subtle differences between products. Advertising has gone beyond informing people of the benefits of a product and how to obtain it and has moved into the area of market creation, Hiding behind globalization and partial truths, advertising has become morally questionable by promoting gluttony, vanity, materialism, and other unhealthy ways of thinking in order to create artificial product needs in consumers. Advertising is an excellent form of communication. Advertising delivers a wealth of information to consumers on varying topics including†¦show more content†¦Children believe what they are told and may even assume that they are being deprived if they do not have an advertised product. In grocery stores, toys and candy are placed at the eye level of toddlers riding in the seat of the shopping cart. The average child sees more than 40,000 thousand commercials each year, the majority of which promote sugared cereals, candy, fatty foods, and toys (The Role of Media in Childhood Obesity). With one in five children in the United States being severely overweight, obesity in children has reached epidemic status. Obese children now suffer from diseases, such as insulin dependent diabetes, that used to only occur in adults (Torgan). Overweight kids tend to become overweight adults, continuing to put them at greater risk for heart disease, high blood pressure and stroke. The conditioning by marketers in childhood follows into adulthood. As adults, Americans seem to ignore the healthy standards based on science and research and continue to fall prey to advertisements for McDonalds, Wendys, Burger King, and other fast food establishments. Approximately 39.8 million American adults, approximately 1 in 6, are obese, making America the fattest nation on earth (Teresi). Despite the fact that a healthy diet, normalized weight, and moderate activity can delay or prevent heart disease, 22 million adults suffer from heart disease resulting in more than 280,000 deaths each year and the increasedShow MoreRelatedThe Good and Bad Side of Advertising1657 Words   |  7 Pages Compare and Contrast the ‘Good’ and ‘Bad’ side of Advertising PLAN TITLE: Compare and contrast the ‘good’ side and ‘bad’ side of advertising. PATTERN: Block Format INTRODUCTION CONTEXT: Communal Issue SUBJECT: Advertisements LIMITED SUBJECT: ‘good’ and ‘bad’ side ISSUE: compare, contrast THESIS: It states the similarities and differences but in emphasis on ‘good’ and ‘bad’ side of advertising. Similarities- â€Å"Good† side of Advertising Paragraph 1: Creates deep impression. Example: Hyundai CommercialsRead MoreShould Advertising Directed At Children Be Restricted? Essay1522 Words   |  7 PagesShould Advertising Directed at Children Be Restricted? The children are our next generation, they are our future. As parents and guardians to children, we do our very best to protect, help guide in the right direction, and sculpt the next generation to be able to make rational and good judgements throughout their lives. In today’s society, companies market their products everywhere, technology is the new advances to our future. We all desire the new trends, like 3D televisions, video games, socialRead MoreHow Advertisers Gear Their Advertisements Towards Children968 Words   |  4 Pagesmessages to people who sign up about special sales or other advertisements. There are two sides to this argument. One side says it is okay gearing advertisements towards children, and another that says it is not okay. I am on the side that says it is not okay to target children in advertising. The reason being is because it can lead to undisciplined children, money problems, and bad habits in life. On the other side, people agree that targeting children are a good thing. They say this because it teachesRead MoreThe Unethical Impacts of Direct to Consumer Drug Advertising1130 Words   |  5 Pagesstyle called Direct to Consumer Drug Advertising or known as DTCA. This campaign has led to a large increase of clinical examinations has led to a large increase in clinical examination and this makes the pharmaceutical companies happy and helps padding their pockets. Using this type of advertising, these drug companies allow details of a particular drug to spread to a potential patient and then most likely pushed by the doctor upon visit. These types of advertising campaigns are focused on trying toRead MoreThe Ban On Advertising Tobacco Products885 Words   |  4 PagesThe ban put on advertising tobacco products in India has caused a lot of debates. Some say it violates the constitution, others say it saves lives. Each side sets a valid argument, but which side is right? These bans do not only exist in India. They have been pu t into action in many different countries as well. Tobacco use kills 5.4 million people a year, averaging at about half of all smokers. (W.H.O.-Facts) I think that everyone is aware of how bad tobacco use is for your health. What peopleRead MoreDoes Advertising Has Negative Effect on Teenagers?832 Words   |  4 PagesDoes advertising has negative effect on teenagers? In the simplest sense the word â€Å"advertising† means â€Å"drawing attention to something† or notifying or informing somebody of something(Dyer 1982).These days, advertising could be found everywhere, no matter you are watching television, surfing the internet or even travelling on public transports. These producers aimed at selling more of their products through advertising without consider the kind of messages they have sent out to the consumers, especiallyRead MoreDirect to Consumer Advertising1068 Words   |  5 Pages Direct-to-Consumer Drug Advertising: Ethical or Not? The United States and New Zealand are the only developed countries that allow direct-to-consumer advertising. Whether the practice of direct to consumer advertising is beneficial to the consumers or not is a highly debated subject with both positions presenting sound reasoning for their position. Whether the practice is beneficial or not to the consumer is not the question, but rather, is advertising prescription drugs directly toRead MoreThe Canadian Philosopher Of Communication Theory1533 Words   |  7 PagesThe Canadian philosopher of communication theory, Marshall McLuhan, once said that â€Å"advertising is the greatest art form of the 20th century†. Indeed, we are exposed to numerous advertisements every day. They come at us in many different forms and ways through TV screens, billboards, magazines, web pages, door-to-door sales, and even radio. Advertisements are not fundamentally bad, but a lot of them use manipulative tactic and tricks which influence us in wa ys we do not even realize. Even thoughRead MoreThe Ethical Issues Of The Tobacco Industry879 Words   |  4 Pagestobacco companies from advertising their products in India. As you can imagine this did not sit well with many. There are always people on both sides of the fence when it comes to these bans. Managers face many ethical challenges. Most companies have a code of ethics they must follow. In this case analysis we are going to be looking at the ethical issues and challenges Managers in the tobacco industry in India face as well as the pros and cons of banning tobacco advertising. When it came to thisRead MoreBanning The Advertising Of Tobacco Use906 Words   |  4 Pagesn this essay, I will discuss the positives and negatives related to countries banning the advertising of tobacco use, the complexities of the argument, finished with my own perspective. This is a highly argumentative debate that countries of the free world have argued for several decades. I’ll start by explaining the dangers of smoking tobacco. According to the Center of Disease Control (CDC) in the United States of America, tobacco use contributes cancers of and not limited to:

Study Into Upper Limb Tremor Health And Social Care Essay Free Essays

string(235) " A larger figure of participants have been utilised in the survey by Louis and his co-workers ‘ \( 2001 \) to determine the impact of indispensable shudder towards functional disablement by utilizing a disablement questionnaire\." Upper limb shudder is defined as the rhythmical, nonvoluntary agitating motion happening at any parts of the upper appendage such as shoulder, cubitus, carpus or fingers ( Deuschl et al. , 1998 ; Siresena, 2009 ) . The happening of shudder during task public presentation can be badly disenabling. We will write a custom essay sample on Study Into Upper Limb Tremor Health And Social Care Essay or any similar topic only for you Order Now Patients may hold important physical damage ( Feys et al. , 2003 ; Heroux et al. , 2006 ; Louis et al. , 2001 ) and a markedly decrease quality of life due to quake ( Louis A ; Rios, 2009 ; Nguyen et al. , 2007 ) . Burdening schemes are widely recommended to cut down shudder. Occupational therapy text edition ( Pedretti A ; Early, 2001 ; Radomski A ; Trombly, 2008 ) suggest the usage of leaden utensils and leaden carpus turnups to ease public presentation in day-to-day life undertakings. Leaden contraptions are besides commercially available for people with upper limb shudder regardless of their types. Despite the broad acknowledgment of burdening schemes to relieve shudder, there is presently no systematic grounds to back up the usage these schemes as effectual methods to cut down shudder. Therefore, the concern of this systematic reappraisal was to underscore the effects of burdening schemes on people with different types of upper limb shudder basically for occupational therapy service suppliers. CLASSIFICATIONS OF TREMOR Harmonizing to the Movement Disorder Society, shudder may attest in two different conditions ; remainder and action ( Deuschl et al. , 1998 ) . Tremor which occurs in a organic structure portion that is non supported against gravitation and non voluntarily activated is called remainder shudder while action shudder refers to any sort of shudder that is produced by voluntary contraction of musculuss looking during the public presentation of an activity ( Deuschl et al. , 1998 ; Jankovic A ; Fahn, 1980 ) . Action shudder which consists of postural shudder, kinetic shudder and isometric shudder ( Table 1 ) may besides look on both sides of the organic structure or one-sidedly. The visual aspect of shudder can be described by its frequence ; either it is low ( lt ; 4 Hz ) , medium ( 4-7 Hz ) or high ( gt ; 7 Hz ) . Table 1: Definitions of Action Tremor Postural shudder Tremor which is produced while keeping a place against gravitation. Kinetic shudder Tremor which occurs during any voluntary motion. 2.1 Simple kinetic shudder Kinetic shudder which occurs during voluntary motions that is non target-directed. 2.2 Intention shudder Kinetic shudder which occurs during visually guided motions where the amplitude of shudder additions towards the terminal of motion. 2.3 Task-specific shudder Kinetic shudder that appears during specific activities. Isometric shudder Tremor which occurs as a consequence of musculus contraction against a stiff stationary object. Tremor can besides be addressed diagnostically harmonizing to specific syndromes. Harmonizing to Deuschl et Al. ( 1998 ) , the syndromic categorization of shudder is the footing for farther probe and curative processs. Twelve classs have been suggested ; physiologic shudder, enhanced physiologic shudder syndrome, indispensable shudder syndromes, dystonic shudder syndromes, parkinsonian shudder syndromes, cerebellar shudder syndromes, Holmes ‘ shudder, palatine shudder syndrome, drug-induced and toxic shudder syndromes, shudder syndromes in peripheral neuropathy, psychogenetic shudder and unclassified shudders ( Table 2 ) . Table 2: Syndromic categorization of shudder Physiologic shudder Tremor which is present in every normal topic and every articulation or musculus that is free to hover. Enhanced physiologic shudder syndrome Easy visibleness of shudder, chiefly postural and high frequence. No grounds of underlying neurologic disease ; the cause of shudder is normally reversible Essential shudder syndromes Bilateral, mostly symmetrical postural or kinetic shudder affecting custodies and forearms that is seeable and relentless. Dystonic shudder syndromes Tremor in a organic structure portion affected by dystonia. Parkinsonian shudder Syndromes Pathologic shudder in patients with Parkinson ‘s disease with bradykinesia. Cerebellar shudder syndromes Pure or dominant purpose shudder, one-sided or bilateral. Holmes ‘ shudder Rest and purpose shudder with sometimes irregular presentation. Palatal shudder syndromes Rhythmical motions of the soft roof of the mouth. Drug-induced and toxic shudder syndromes Tremor occurs in a sensible time-frame following drug consumption or poisoning. Tremor syndromes in peripheral neuropathy Tremor develops in association with a peripheral neuropathy Psychogenic shudder Tremor which its amplitude lessenings during distraction. Unclassified shudder Tremor which can non be classified. CAUSES OF TREMOR Despite assorted categorizations of shudder have been established, the causes of shudder remain unknown. Tremor is frequently described to tie in certain diseases including familial diseases such as Parkinson ‘s disease and besides metabolic diseases ( e.g. thyrotoxicosis ) . These conditions are frequently accompanied by the happening of one or more phenomenon of shudder to certain organic structure parts ( Jankovic A ; Fahn, 1980 ) . Besides, shudder is normally seen in people with intellectual diseases such as multiple induration ( Alusi et al. , 2001 ; Koch et al. , 2007 ) every bit good as in peripheral neuropathies patients ( e.g. Guillain-Barre syndrome ) where postural shudder normally manifests. Tremor may besides happen in people with idiopathic diseases and sometimes look due to other external and internal factors such as drugs and intoxicant consumption ( Deuschl et al. , 1998 ) . Badness of shudder may besides be increased due to factors such as anxiousness, empha sis, weariness, hungriness, febrility or excessively much of caffeine consumption ( Bear et al. , 2006 ) . THE IMPACT OF UPPER LIMB TREMOR Most of the undertakings in day-to-day lives require complex manus use. Upper limb action shudder has proven to be more interfering in day-to-day life activities because it is activated by motion ( Feys et al. , 2003 ; Heroux et al. , 2006 ; Louis et al. , 2001 ) and may look bilaterally or one-sidedly. Harmonizing to a cross-sectional survey conducted by Feys et Al. ( 2003 ) , upper appendage shudder of their 32 multiple induration respondents was perceived to interfere their day-to-day life activities peculiarly in undertakings necessitating all right motor accomplishments such as feeding, imbibing, personal hygiene and written communicating. These findings were elicited from both standardized observations of 16 points in Functional Independence Measure ( FIM ) and a structured interview necessitating the participants to rate the degree of intervention of shudder in the FIM points, shaving or using make-up, picking up a pen, handwriting, runing a distant control, family and leisure activities. A larger figure of participants have been utilised in the survey by Louis and his co-workers ‘ ( 2001 ) to determine the impact of indispensable shudder towards functional disablement by utilizing a disablement questionnaire. In this survey, 85 per centum ( 76 respondents ) of the 89 respondents have reported disablement on more than one point on the questionnaire ( Louis et al. , 2001 ) . However, the relationship between disablement and upper limb shudder in both aforesaid surveies was non really clear because other symptoms of multiple induration may besides act upon the degree of independency in day-to-day life accomplishments. A descriptive case-series survey conducted by Heroux and his co-workers ( 2006 ) to 30 participants with indispensable shudder has besides described disablement in relation to upper limb shudder from another dimension. The survey was designed to find the extent of disablement in the survey population by utilizing time-based, standardized steps of upper appendage map ( Heroux et al. , 2006 ) . Significant differences have been determined between the topics with indispensable shudder in comparing to 28 healthy controls in different degrees of all right pinch clasp, gross grasping, object transit, and preciseness arrangement undertakings supplying a better grounds of the impact of upper limb shudder on manus use undertakings. In drumhead, the extent of disablement is high for people with upper limb shudder in conformity to activities of day-to-day life undertakings and manus use undertakings. This may hold a negative impact on quality of life and self esteem of an single and require extreme attending. Therefore, this survey focuses on shudder that occurs on the upper appendage during public presentation of undertakings ( postural and intention shudder ) . SIGNIFICANCE OF UPPER LIMB TREMOR The intervention effects in this survey were observed merely on upper limb postural and purpose shudders based these grounds: The gilded criterion of categorization of shudder is clinical categorization ( Deuschl et al. , 1998 ) . Disabling pathological shudders of the upper limb manifested largely by postural and intention shudders ; indispensable shudder syndromes ( postural and intention shudder ) , parkinsonian shudder syndromes ( remainder and postural shudder ) , and cerebellar shudder syndromes ( purpose shudder ) . Handss are the most common site for shudder to attest ( Siresena, 2009 ) . Subsequently, the prevalence of upper limb shudder is presumptively high as indispensable shudder is found to be as one of the most common neurological motion upsets ( Louis, 2005 ) and upper appendage shudder is reported to happen in approximately one tierce of patients holding multiple induration ( Alusi et al. , 1999 ) . The act of keeping manus place against gravitation and executing target-directed motions utilizing the custodies are of import in undertaking completion, therefore shudder happening at these phases have a major impact of functional public presentation and leads to disablement in the battle of activity ( Feys et al. , 2003 ; Heroux et al. , 2006 ; Louis et al. , 2001 ) . The findings are extremely of import and relevant to occupational therapy. LITERATURE REVIEW The intent of this subdivision is to reexamine the primary literature relevant to upper limb shudder. Literature of the bing processs used to cut down shudder, burdening schemes, methods to mensurate shudder, taking to the intent and aims of this systematic reappraisal will be reviewed. OTHER EXISTING PROCEDURES Primary literature was reviewed to seek for other bing processs normally used to handle upper limb shudder besides burdening schemes. From the hunt, it can be assumed that the major intervention end of upper limb shudder is to minimise functional disablement and better quality of life. Treatment methods available include pharmacotherapy, and surgical processs. In some patients, indispensable shudder can be partly suppressed by medicine. Diagnostic drug intervention is tailored harmonizing to the types of shudder ( Charles et al. , 1999 ) . For illustration, parkinsonian shudder requires the effects of drug from combination of L-dopa and carbidopa to stamp down shudder. On the other manus, indispensable shudder may be relieved by propranolol or Mysoline while isioniazid may be utile in handling cerebellar shudder associated with multiple induration. Similarly, propranolol may command intoxicant backdown shudder while clonazepam may cut down orthostatic shudder. Although drugs may cut down shudder continuity, the effects on shudder is normally impermanent and accompanied by side effects. In a non-randomized, comparative survey of 25 patients who received long-acting propranolol 80-160 mg/day and 25 who received primidone 50-250 milligram at bedtime. Approximately 10 per centum of the patients experienced short-run side effects ( faint and bradycardia ) and 20 per centum of them experienced long-run side effects ( bradycardia, weariness, and erectile disfunction ) that required discontinuance of therapy ( Koller et al. , 1989 ) . Alternatively, surgical methods such as thalamotomy and deep encephalon stimulation are normally considered in terrible instances where primary drug therapy fails to command the happening of shudder ( Chan A ; Swope, 2003 ) . Thalamotomy is a surgical technique based on theories that lesion in ventralis intermedius karyon of the thalamus will interrupt shudder activity. Thalamotomies are normally performed to one side of the encephalon which is contralateral to the badly affected limb. The efficaciousness of one-sided thalamotomy is high, with more than 80 % of patients sing durable suppression of shudder ( Schuurman et al. , 2000 ) . However, uncomplete lesioning of the ventralis intermedius will ensue in mild residuary shudder or re-emergence of shudder. On the other manus, the most recent surgical attack, deep encephalon stimulation ( DBS ) besides has been proven to successfully relieve shudder without making a lasting lesion as a consequence of thalamotomy ( Della Flora et al. , 2010 ) . However, the disadvantages of both surgical processs are dearly-won and increased potency hazard of redness and infection ( Chan A ; Swope, 2003 ) . Weight Scheme Burdening schemes is a common method used to stamp down the happening of nonvoluntary tremorogenic conditions of the custodies. The attack has persisted in some rehabilitation scenes since the first clip limb weighting was being introduced to a group of patients with upper limb shudder in early 1960s ( Chase et al. , 1965 ) . Assorted theoretical thoughts have been created to explicate the pertinence of burdening schemes for this population. One of the theories proposed that adding sufficient tonss to a section of the organic structure exerts suppressive control over motor fluctuation ( Schalow et al. , 2005 ) . Harmonizing to dynamic systems theory, motion forms are influenced by undertaking restraints ( e.g. weight of utensils ) and personal features ( e.g. neurophysiological factors ) . It is plausible that the thought of utilizing weights to relieve parkinsonian shudder has persisted because of an feeling that the size of shudder of an object held in the manus may be reduced. The effects of limb weighting are believed to ease co-contraction and stableness of musculuss by increasing proprioceptive input to the cerebellum from the centripetal variety meats of the musculuss and articulations ( Wood A ; Eames, 1989 ) . On the other manus, it has besides been hypothesized that the usage of weights on dist al portion of the limb will suppress the being of shudder due to muscle weariness ( Wood A ; Eames, 1989 ) . Common weighting schemes for people with upper limb shudder are weighted wrist turnup and leaden utensils/appliances. Leaden carpus turnup is Weighted utensils is In occupational therapy, compensation techniques are utile to optimise map upon disablement. The commissariats of weights have been supported in old occupational therapy literature ( Wood A ; Eames, 1989 ) . In contrast to the theories by Wood and Eames ( 1989 ) , long term usage of leaden AIDSs were found to hold negative effects on the happening of shudder ( Kovich A ; Bermann, 1988 ) . The remotion of leaden AIDSs will take to hyperbole of shudder due to gradual adjustment of the upper appendage musculuss to the excess weight provided by the weights ( Kovich A ; Bermann, 1988 ) . Furthermore, the penchant of the type of leaden AIDSs ( wrist turnup and weighted utensils ) has besides been a conflicting issue as the latter 1s are non easy modified and controlled ( Dahlin-Webb, 1986 ) . In the state of affairs of persons with upper appendage shudder, the commissariats of leaden AIDSs to the upper appendage have been a common method to handle the job. Leaden carpus turnups which were designed to supply opposition to dorsal surface of the manus have been the most preferable method to cut down shudder ( Dahlin-Webb, 1986 ) . Alternatively, ready-made leaden equipments such as leaden utensils are besides commercially available for the same intent. TREMOR MEASUREMENT The effectivity of a intervention process can be determined by measuring the primary or secondary impacts of shudder to a peculiar individual ( Bain, 1998 ) . Primary consequence refers to direct impact of the intervention process on shudder features such as frequence of shudder and besides the degree of shudder badness while secondary consequence refers to alter in the individual ‘s functional public presentation or life position. Therefore, the usage of a multidimensional attack of nonsubjective and subjective result steps is valuable to measure the effectivity of leaden AIDSs. There are four methods to accomplish the intent of survey which include physiological techniques, subjective clinical steps, nonsubjective functional public presentation trials and impact of shudder on patients ‘ lives ( Bain, 1998 ) . Accelerometry Tremor was recorded in the plane of flexure and extension of the manus with illumination piezoresistive accelerometers, base on balls set DC i? 100 Hz, mounted on the back of the manus between the 2nd and 3rd metacarpals with surgical tape. Tremor frequence and magnitude were measured with a Solartron 1220 Signal Processor. On the footing of 1-min samples of shudder a computation was made of the norm of six spectra derived from overlapping samples of shudder within the 1-min period. The spectra ranged from DC 50 Hz with 500 lines of spectral declaration and 90 dubnium dynamic scope. For moderate to terrible shudder, the averaged spectrum has a individual dominant extremum. The magnitude of acceleration at extremum was converted into supplanting arithmetically. For mild indispensable shudder the averaged spectrum typically had important constituents at a wide spread of frequences reflecting its multiple constituent beginnings, as is the instance for normal physiological shudder. This was true for both shudder recorded during undertakings and maintained position. The magnitude of mild indispensable shudder was characterised by the magnitude of the largest constituent nowadays. It should be noted that as tremor badness increased the figure of extremums greater than 50 % of the magnitude of the dominant spectral extremum decreased, be givening towards zero if harmonics were excluded. Accelerometry was performed on each patient during kept up position, when keeping a cup full of H2O and whilst transporting out a tracking undertaking. Volumetric appraisal The patients were required to keep a 100ml cup full of H2O between the pollex and finger with the cubitus supported and flexed by about 20A ° with the forearm in a semi-prone place and somewhat elevated, as if about to raise the cup to imbibe. The cup was made of plastic, weighed 20 g, had a 5 centimeter diameter, was 6 cm deep, and was ab initio full to the lip with H2O. The cup was held for 1 minute after which a measuring was made of the liquid staying in the cup. Volumetric appraisals were made three times for each manus and the agencies of the values for each manus employed in the consequences. Tracking undertaking The patients were tested with joystick trailing of a consecutive mark line which swept horizontally across the center of a 10 centimeter storage CRO screen. The tracking missile was a similar line which had to be maintained in super-imposition on the mark line. Both mark and missile were externally controlled so that they moved abreast at the same speed. The topic was seated in forepart of the CRO at normal sing distance. The control stick was mounted on the arm of the chair and was held between the pollex and fingers of the manus with forearm supported. The control stick control adjusted the perpendicular disparity of the missile so that any unwanted manus motion would do the projectile hint to hover above and below the intended flight. Each test consisted of a 1-minute expanse of the hints across the screen. Tracking mistake was characterised by the integral of the modulus of the distance of the projectile hint from a 1 millimeter deep impersonal zone about the mark. The system was tested on 15 healthy control topics who all produced zero mistake, irrespective of the manus used. In the instance of the patients tracking appraisals were made three times for each manus and the mean of the tonss ( for each manus ) utilized. Spirography The patients were instructed to pull a coiling with each manus in bend, with the pen held in a normal manner. The shudder seeable in a spiral was the independently scored ( from 0-10 ) by three â€Å" blind † raters, with zero bespeaking a normal spiral and ten an highly quavering one. The agency of the three raters ‘ tonss for each patient were used in the consequences, with each manus scored individually. Significance TO OCCUPATIONAL THERAPY What is a systematic reappraisal? What are the groundss that it is the best solution? AIMS OF STUDY To analyze the effectivity of leaden AIDSs to handle persons with upper limb shudder To analyze the effectivity of different types of leaden AIDSs for persons with upper limb shudder Research OBJECTIVES Aim 1: To analyze the effectivity of leaden AIDSs to handle persons with upper limb shudder Aims: To find the consequence of leaden AIDSs on the upper limb on shudder frequence To find the consequence of leaden AIDSs on the degree of badness of shudder To find the consequence of leaden AIDSs on the functional public presentation of the person with shudder To find the consequence of leaden AIDSs on the quality of life position of the person with shudder To find the consequence of leaden AIDSs on the disablement position of the person with shudder Aim 2: To analyze the effectivity of different types of leaden AIDSs for persons with upper limb shudder Aim: To compare the results of leaden carpus turnups and weighted utensils following upper limb shudder 1.10 RESEARCH QUESTIONS Question 1: Does the proviso of leaden AIDSs on the upper limb an effectual method to handle persons with upper limb shudder? Does the proviso of leaden AIDSs on the upper limb of persons with shudder reduce/increase the upper limb shudder frequence? Does the proviso of leaden AIDSs on the upper limb of persons with upper limb shudder reduce/increase the degree of badness of shudder? Does the proviso of leaden AIDSs on the upper limb improve/decline the functional public presentation of the person with shudder? Does the proviso of leaden AIDSs on the upper limb improve/decline the quality of life of the person with shudder? Does the proviso of leaden AIDSs on the upper limb improve/decline the disablement position of the person with shudder? Question 2: Which type of leaden assistance is the most effectiveness to better the results following upper limb shudder? Leaden carpus turnup Weighted utensils Summary This chapter has described the country of focal point of the survey including an account of upper limb shudder, current intervention available, background literature and relevancy to the field of occupational therapy. The research aims and inquiries have been set and initial justification for the methodological analysis of pick explained. How to cite Study Into Upper Limb Tremor Health And Social Care Essay, Essay examples

Usability Test Report

Question: Describe the aims, method,results and evaluation discussion of HSBC? Answer: 1. Aims The main aim of this report is to define the re-prototype mobile app for HSBC bank. In the mobile app of HSBC bank, developer included various functionalities according to the user demand such as money transfer, managing account, information of account etc. This report aims to describe the re-prototype of mobile apps of HSBC bank where developers create a new drop down button in their app for the user. Through this button, user of HSBC bank is able to access their previous recipients. Apart from that, this button allows user to review about their account at least one year with more control in design. However, user interface after re-prototype of the mobile app of HSBC bank reduce burden in order to use other tools where user find all relevant information about the bank. Moreover, this report aims in making a comparison with the major competitors after re-designed the mobile app for HSBC bank in terms of ensuring that re-prototype version of mobile app for HSBC bank will provide greater advantage to the HSBC bank rather than their competitors such as Barclays, Citigroup Inc, The Royal Bank of Scotland, etc. 2. Method 2.1 Experimental Design In this report, researcher identifies problems of existing mobile banking app for HSBC. After identifying the problems of mobile banking app of HSBC bank, this report describes the relevant solutions that help in providing better user experience to the customer. In order to design this report and make the possibility of designing report, collected data and record that information. In order to improve mobile banking app for HSBC bank, identify the problems based on collected information along with the comparison of other banking app. In this report, describe the obvious advantage of re-prototype mobile app for HSBC that is practical base. Analyst of this report introduces confounding variables regarding re-prototype of mobile app for HSBC bank instead of describing artificially (Crowther and Lancaster, 2012). In order to support the feasibility of this study, analyst carried out the test result that mentioned in the Appendix part. This is the key advantage of this report because analy st provides the good understanding of the user of HSBC banking app that taken into the test (Hair and Money, 2011). User also provides right information because they were interviewed without going long distance. This procedure prevents the bias information in this report. 2.2 Participants The main participants of this research were users or customers of banking sector in United Kingdom. Majority of participants that joined in the interview program were 18 to 24 years age. Most of the participants are working part time job and they uses bank services daily for various purpose such as buying things, recharge in their mobile phone, view status of their account, bill payment after buying products, etc (Dul and Hak, 2012). Apart from that, those participants mostly use mobile banking and internet banking for daily uses and main feature that important for the participants were management of payments. 2.3 Tasks In order to test the mobile app for HSBC bank and re-prototype of it, following three tasks are chosen by the researcher such as Balance Checking (Answer: Successfully checks current account status) Transaction management (Answer: Identify properly about the transaction value based on search criteria) Management of payments (Answer: Successfully make payment for buying cloths) 2.4 Metrics In order test the mobile app and rebuilding this mobile app for HSBC 10 types of matrices use in this report such as completion rate, problems of usability, task time, errors, expectation, task level satisfaction, conversation and single usability matrices (SUM). 2.5 Materials In order to test the usability of mobile app of HSBC, different types of material used such as excel sheet of participants information, questionnaires, Inc browser, mobile phone, video calling technology, text messaging, etc. 2.6 Procedure Following are the processes of usability testing of mobile app for HSBC bank No. Procedure Details 1 In order to keep the details information that gathered from participants, researcher provides a unique ID for each participant that takes part into the test for mobile banking app for HSBC (Hesse-Biber, 2010). 2 In terms of maintaining security of information that provide by participants and keeping it safe, all participants are asked for signing in a consent form in order to know that their personal information will be used (Lancaster, 2010). 3 Phone was provided that includes with the mobile app for HSBC to participant (Leavy and Hesse-Biber, 2010). 4 In order to test the usability of mobile app for HSBC bank, face-to-face interview was taken in terms of close observations (Lodico and Spaulding, 2010). 5 For completing the test, observer will be tracking the taken time (Saunders et al. 2009). 6 At the end of test, each participants provides there review about the mobile app of HSBC bank along with pros and cons (Magilvy and Thomas, 2009). 7 After complete the test each participants will be faced a post questionnaires by the interview observer regarding usability test of mobile app for HSBC bank (Riege, 2008). 3. Results 3.1 Summary for Overall Findings According to participant 1 named Harold, he was already participated in other usability test service earlier. He belongs from 18 to 24 years age and work part time basis in different companies such as ASDA, TESCO, ALDI, Toyota, T-Mobile, etc. The participant uses bank services that used by them daily basis for bill payment of buying products. The selected participant is the account holder of different branch such as NatWest, Santander, Halifax, HSBC, Lloyds, Barclays, The royal bank, Citigroup etc. Most of the participants use management payment features of mobile banking app. Gathered information displays that majority of participant uses internet banking and mobile banking method daily. According to the Boris, it has been identified that the participant belong 18 to 24 years age and work part time basis in a company. He uses banking service weekly. The user is the account holder of a bank that belongs to his region north Europe. He used the internet banking, telephone banking and mobile banking methods of banking (Cooper and Schindler, 2010). The important features that used by the participant is manage transactions, manage payments, change pin, request duplicable statements. According to the participant 3 named Rachel, he belongs 35 to 45 years age and self employed. He uses bank service weekly and he is the account holder of the bank service of Santander and Halifax bank. In terms of transaction, he used method of internet banking and mobile banking (Brody et al. 2009). Important features that used by the participant are manage transactions, management payments, change pin. From the viewpoint of user 4 named Abdul, he is working part time basis and belongs 18 to 24 years age. He uses banking service daily for various purposes such as payment of buying products, account status checking, recharge in phone, etc. He is the customer of Santander, HSBC, Lloyds, NatWest and Halifax bank. Method of banking that used by the participant is internet banking and telephone banking (Decaro et al. 2009). He used two features such as manage transactions and manage payment. 3.2 Performance Data Q1. Have you participate earlier for usability test? Options Total Respondents Response No. Response Rate (%) Yes 4 4 100% No 4 0 0% Q2. What is your age? Options Total Respondents Response No. Response Rate (%) 18 24 years 4 3 75% 25 34 years 4 0 0% 35 45 years 4 1 25% 46 55 years 4 0 0% Over 5 years 4 0 0% Q3. What is your employment status? Options Total Respondents Response No. Response Rate (%) Full time 4 0 0% Part time 4 3 75% Self Employed 4 1 25% Unemployed 4 0 0% Retired 4 0 0% Q4. How often you used banking service? Options Total Respondents Response No. Response Rate (%) Daily 4 2 50% Weekly 4 2 50% Monthly 4 0 0% Yearly 4 0 0% Never 4 0 0% Q5. Which bank service you used? Options Total Respondents Response No. Response Rate (%) Santander 4 3 75% HSBC 4 2 50% Lloyds 4 1 25% NatWest 4 1 25% Halifax 4 2 50% Other (Please Specify) 4 1 25% Q6. What type of method of bank service do you like to use? Options Total Respondents Response No. Response Rate (%) Internet Banking 4 4 100% Mobile Banking 4 3 75% Telephone Banking 4 2 50% In-branch Banking 4 0 0% Other (Please Specify) 4 0 0% Q7. Which features of bank service importance to you? Options Total Respondents Response No. Response Rate (%) Manage Transactions 4 3 75% Manage Payments 4 4 100% Change Pin 4 2 50% Request Duplicable Statements 4 2 50% Other (Please Specify) 4 0 0% 3.3 Usability Issues Balance Checking When analyst provided mobile phone including mobile banking application to participant, majority of respondent insert wrong bank account number into the account number input bar of the mobile application. Therefore, it shows that wrong bank account number has been given. However, the respondents that provide right account number and click on the details button, they get information about their transaction but date of the transaction does not meet with the criteria of users. Following table shows the details of test 1 Options No. of Respondents Total Respondents Response Rate (%) Selection of Wrong Bank Account number 2 4 50% Click of Details button 1 4 25% Date of Transaction Incorrect 1 4 25% Managing Transactions When researcher test about the managing transaction over selected respondent, it was identified that majority of respondent provide wrong input into the mobile application. Apart from that, there are one respondent out of four unable to identify the button where he click after putting the account number into the mobile app. Here is the table of usability test 2 that shows the error over respondents during usability testing of mobile banking app for HSBC bank Options No. of Respondents Total Respondents Response Rate (%) Selection of Wrong Bank Account number 3 4 75% Click of Details button 1 4 25% Managing Payments When the researcher test the usability of mobile banking app for HSBC bank, identify the several errors such as selection of wrong icon. For instance, majority of respondent press move money icon instead of transfer icon when they want to transfer the money to other account or other (Jin et al. 2009). Apart from that, there were majority of respondents who press transfer money icon when he or she intense to transfer money to other account. Moreover, respondent select wrong bank account number from which they want to transfer to other account. As a result, payment was unsuccessful for the respondents. Furthermore, some of the respondents input wrong standing order details into the mobile app that does not match with the exact standing order details. Options No. of Respondents Total Respondents Response Rate (%) Select wrong bank account number 0 4 0% Selection of wrong icon 2 4 50% Selection of wrong bank account from which transfer the money into other accounts 1 4 25% Input Wrong standing Order details 1 4 25% 3.4 Redesign Recommendations Recommendations 1: In order to mitigate the problem of balance checking, developer of mobile banking app has to design two different search box with separated purpose along with large search button where the term search written instead of icons. Apart from that, search box need to be design for horizontal basis. First search box has to be interlinked with the second box. Second box has to be connected with the database of banking sector. Therefore, it helps the user in putting right account number for check the balance because after putting the account number user identify the bank owner of that particular account. Thus, bank is able to draw the attention of their customer and will be able to provide better service in terms of balance checking. Recommendation 2: In order to manage the transaction via mobile app, HSBC has to design their app that directly link with the banking database. It will helps in drawing attention of the user when they enter wrong account number Apart from that, details button need to attached bellow of the search box. It helps in putting account number correctly without no hesitation because majority of mobile users uses touch screen phone in these days. Recommendation 3: In terms of managing payments, HSBC or the mobile app developer of HSBC has to design with more user interface. For example, developer has to use word in button instead of icon. For example, replace word instead of icon for move money button. Need to include save bank details after putting information one time. It will help to feel free to user for putting bank details repeatedly. When the user make payment via mobile app, need to add only one box where they put pin number and after click in transfer of move money butting the payment will be successful. 4. Evaluation Discussion This report produces the discussion of re-prototype of mobile app for HSBC bank. The existed mobile app has several problems and in order to identify the problems of mobile app of HSBC bank, researcher selects three different task including balance checking, managing transaction and managing payments. In order to test the usability of existing mobile app of HSBC bank, researcher uses 8 types of matrices such as survey length, survey time, acquisition, screening, etc (Kamath, 2009). In order to test the mobile app usability, researcher selected four respondents named Harold, Boris, Rachel and Abdul. For collecting the information from respondents, researcher uses various materials such as Inc browser, questionnaires, email, text messaging, video calling, participant information sheet (refer to appendix), etc. Apart from that, common industry format for usability test had been maintain by the researcher in this report. Proper procedures had also been maintained such as signing in a consent paper for use of personal data into research paper, provide unique id to the respondents in terms of keeping the record separately, provide mobile phone including mobile banking app, etc (Park and Rim, 2012). In order to take place the testing method in a proper way, researcher observes the respondents and their operation with close watching. Total seven questions were asked to the four respondents according to the taken task and collect their review for report designing purpose (Qu, 2012). After the interview, it has been identified that majority of the respondents belong 18 to 324 years age and work part time job in different companies. Apart from that, most of the respondents use banking service daily (Tang et al. 2008). Only one respondents uses banking service weekly. Majority of selected respondents use mobile banking and internet banking method for transaction as well as payment (Zhang et al. 2012). Some of them use mobile banking and internet banking service for change the pin. From the three-selected task, it was identified that icons is the big problems. User presses wrong icons during managing payment. Majority of user type wrong account number from which they want to transfer their money into other account (Zhang et al. 2009). In order to reduce the problems, it is recommended that, designer of mobile app of HSBC bank need to re-prototype mobile app that will come with greater user interface such as use of word in button instead of icons, link the research box with bank database, etc. Reference List Brody, M., Stewart, V. and Price, C. (2009). Bypass suppression analysis maps the signalling pathway within a multidomain protein: the RsbP energy stress phosphatase 2C from Bacillus subtilis. Molecular Microbiology, 72(5), pp.1221-1234. Cooper, D. and Schindler, P. S. (2010) Business Research Methods, 11th ed. London: McGra-Hill. Crowther, D. and Lancaster, G. (2012) Research Methods, 2nd ed. London: Routledge. Decaro, N., Desario, C., Parisi, A., Martella, V., Lorusso, A., Miccolupo, A., Mari, V., Colaianni, M., Cavalli, A., Di Trani, L. and Buonavoglia, C. (2009). Genetic analysis of canine parvovirus type 2c. Virology, 385(1), pp.5-10. Dul, J. and Hak, T. (2012) Case Study Methodology in Business Research, 3rd ed. Oxford: Elsevier Hair, J. F. and Money, A. H. (2011) Essentials of Business Research Methods, 2nd ed. New York: M. E. Sharpe. Inc. Hesse-Biber, S. N (2010) Mixed Methods Research: Merging Theory With Practice, 3ed ed. New York: Guilford Publications Jin, X., Wu, T., Li, L. and Shi, C. (2009). Cloudiness characteristics over Southeast Asia from satellite FY-2C and their comparison to three other cloud data sets. J. Geophys. Res., 114(D17). Kamath, C. (2009). Application-Driven Data Analysis. Statistical Analysis Data Mining, 1(5), pp.285-285. Lancaster, G. (2012) Research Methods in Management, 4th ed. Oxford: Elsevier. Leavy, P. and Hesse-Biber, S. N. (2010) The Practice of Qualitative Research. Page 253, 2nd ed. London: Sage Publications. Lodico, M. G. and Spaulding, D. T. (2010) Methods in Educational Research: From Theory to Practice, Page 24, 2nd ed. San Francisco: Jossey-Bass. Magilvy, J. K. and Thomas, E. (2009) A first qualitative project: Qualitative description design for novice researcher, Journal of the Society for Paediatric Nurses, vol. 14, no. 1, pp. 298-300. Park, Y. and Rim, M. (2012). Factors Analysis Affecting Success of RFID Implementation. The Journal of Korea Information and Communications Society, 37(2C), pp.157-167. Qu, M. (2012). Cytological Analysis of the Effect of Gametocidal Chromosome 2C on ChineseSpring- E. elongatum 7E Disomic Addition. Procedia Environmental Sciences, 12, pp.1225-1230. Riege, A. M. (2008) "Validity and reliability tests in case study research: a literature review with hands-on applications for each research phase", Qualitative Market Research: An International Journal, 6(2), pp.75-86. Saunders, M. N., Lewis, P. and Thornhill, A. (2009) Research methods for business students, Page 52, 5th ed. Harlow: Prentice Hall Tang, B., Bi, Y., Li, Z. and Xia, J. (2008). Generalized Split-Window Algorithm for Estimate of Land Surface Temperature from Chinese Geostationary FengYun Meteorological Satellite (FY-2C) Data. Sensors, 8(2), pp.933-951. Zhang, B., Jia, Z., He, L., Wang, G. and Peng, G. (2012). Characterization of the protein phosphatase 2c gene from Porphyra yezoensis and functional analysis under dessicating conditionsa. Botanica Marina, 55(4). Zhang, Y., LI, Y., Rong, Z., Hu, X. and Xu, J. (2009). Absolute radiometric calibration of fy-2c infrared split-window channels by using sea buoy data and NCEP reanalysis data. Journal of Infrared and Millimeter Waves, 28(3), pp.188-193.

Motivational Program and Alcoholics Anonymous

Introduction Alcoholism is one of the issues that have affected mankind for a long time. Millions of dollars have been spent on alcohol and alcohol related issues. Thousands of families have been adversely affected, not to mention the talents that have been lost or not fully exploited due to taking of too much alcohol.Advertising We will write a custom research paper sample on Motivational Program and Alcoholics Anonymous specifically for you for only $16.05 $11/page Learn More We are not in a position to measure all the impacts that indulgence in alcohol has on mankind. The society understands the weight this issue has and different approaches have been taken aiming at helping the people who are struggling to stop taking alcohol. Scientists, theoreticians, philosophers, doctors and counsellors have all come up with suggestions meant to help people struggling to stop taking alcohol. Many theories have been developed in an attempt to find strategies which can help alcohol users to quite taking alcohol. Motivational theories are widely used to explain how motivation can be used to address the alcoholism issue. Motivational theories have been developed by different psychologists over time and most of the alcohol recovery programs indeed use at least one or a combination of motivational theories to help victims recover from alcoholism. Alcoholic Anonymous is one of the widely renowned alcoholism recovery programs operating in almost 200 countries and helping millions of alcohol addicts recover from alcoholism. This paper discusses Alcoholics Anonymous (AA) motivational program, motivational theories and then analyses how successful or not the AA program has been basing on the motivational theories. Alcoholics Anonymous (AA) The history of AA can be traced from a group called the Oxford Group which was a Christian organisation. Its purpose was to help men struggling to quite taking alcohol possible. It is believed that their concept of dealing with alcoholism was more of a spiritual approach as they believed that surrendering to God would help solve the sinful nature of alcoholism. AA is said to have been formed in 1939 by Bill Wilson who borrowed most of the ideas from the Oxford Group and broadened the concept to include psychological and physical treatment as well. Since then the membership has increased and the program has increased its boundaries from America and Canada, where it was originally based to different parts of the world (Kurtz, 1979). How AA works AA motivational program works on a voluntary basis whereby whoever is willing to quite taking alcohol join the group. In order to encourage alcoholic victims to join the program and at the same time protect them from public ridicule the program calls for anonymity of the members hence the name alcoholics anonymous. The program not only helps alcoholics but also people struggling from other forms of addiction as well.Advertising Looking for research paper on psychology? Let's see if we can help you! Get your first paper with 15% OFF Learn More It is worth noting that the program is self-sustaining with no any external financial help, but works from voluntary contributions from its members and literature sales. There are no employed workers but rather the counselling is carried out by the previously recovered individuals through the mentorship program which is also voluntary. AA believes that the only qualification for membership is the decision and will to quit taking alcohol (Kurtz, 1979). There are meeting centres distributed over 200 countries and a willing member is expected to join in any of the AA group meetings close to them. Once in the group, one is expected to confess and share personal experiences as an alcoholic with other members within the group and this would thus mark the beginning of the healing process (Kurtz, 1979). Sponsorship can be seen as a mentorship program whereby members who have undergone mu ch of the recovery program have the responsibility of mentoring and helping new entrants into the 12 principles of AA treatment program. This works both ways, the new members are able to learn from the already experienced members and on the other hand the sponsors are able to improve on their recovery process by helping the new individuals. The basic principle of AA motivational program is that the victims of alcohol addiction must admit that there is a higher power, that is, God for those that believe in him or just any higher power for those that may not believe in God. By submitting oneself to this higher power instead of working on self-reliance, the high power will somehow give them assistance as they try to recover from their addiction (AA, 2008). It is worth noting that AA takes the approach of self-involvement whereby there are no organisational structures, no managers neither CEO’s. There are no documentations or regulatory official requirements but rather the organi sation is only accountable to its members. One unique characteristic of AA is the fact that individuals are not assessed by qualified experts but rather every individual does personal diagnosis and checks the progress from the 12 stepwise procedures (Dick, 1998). The course of treatment at AA is based on giving in to external greater power rather than relying on personal will and strength. In contrast to the mostly used approach of working towards improving on self-esteem, AA takes a different approach of exercising humility and submission to a greater power.Advertising We will write a custom research paper sample on Motivational Program and Alcoholics Anonymous specifically for you for only $16.05 $11/page Learn More According to AA, if the alcoholic just follows the simple plan that is suggested then he/she would have more chances of recovering (Galanter and Kaskutas, 2008, p. 10). In addition they believe that there is no free will in alcoholics sinc e the alcoholic has already lost personal control to alcohol. AA, according to Galanter and Kaskutas (2008), defines alcoholism as: Spiritual, mental, and physical illness and recovery requires healing all aspects of the illness; abstinence from alcohol in and of itself is regarded as â€Å"being dry† and is insufficient because alcoholism is but a â€Å"symptom† of underlying character defects. (Galanter and Kaskutas, 2008, p. 10) The success or failure of AA recovery program can arguably be attributed to the strength of an individual to undergo total change in the way of thinking. The expectation of change of thought to surrender to an external powerful authority is expected to help the person quite taking alcohol. Simple suggestions are made to new individuals especially those who want to take drastic changes at a go. AA believes that the simple and few steps will help someone to stabilise before making tougher decisions later. It is claimed that one of the strength s of AA is its cognitive approach to dealing with alcoholism. â€Å"AA meetings provide an atmosphere in which cognitive restructuring can take place† (Galanter and Kaskutas, 2008, p. 10). In addition the AA’s12 steps, attendance to meetings and being a mentor or sponsor all works positively towards mental restructuring. Self-diagnosis is one of the most important elements of the program as individuals can develop their own alcoholic individuality which, according to psychologists, creates self-recovery on one’s inner self. Motivational theories Motivational theories are thoughts and assumptions that attempt to explain the nature of a human being in terms of what prompts or triggers actions towards a certain direction. Huitt (2001) defined motivation as â€Å"internal state or condition that activates behavior and gives it direction, or desire or want that energizes and directs goal-oriented behavior, or influence of needs and desires on the intensity and direc tion of behavior† (Huitt, 2001, p. 1). The AA program uses the ideology of motivation to help alcoholic victims recover from their alcoholic behavior.Advertising Looking for research paper on psychology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Biological motivation Biological motivation is based on the fact that human actions may be driven in such a way to satisfy an internal biological need such as need to satisfy hunger or thirst. It is believed that there are internal subconscious drives that make a human being behave in a certain way (Bernstein Nash, 2006). Drive reduction theory explains how human actions are biologically motivated in order to reduce the causative agent inside the human nature. This theory is based on the fact that inside any organism are physiological or biological needs and requirement such as hunger, thirst, sexual desire, among others which, unless met, will trigger and maintain an unstable state of body which is believed to increase with time if the need is not satisfied in time (Bernstein Nash, 2006). The process can be viewed as a feedback mechanism (Deci and Ryan, 2008). When the physiological need is satisfied the organism will go back to the normal or stable state. When the physiological need is met either directly or indirectly then, there is a reduction of the drive. Arousal theory explains that it is in human nature to sustain a definite degree of arousal that makes us feel stable and comfortable. It can mean emotional, rational or even physical activity (Shah Gardner, 2008). The AA program certainly uses biological motivation though in a simplistic approach. The program appreciates the fact that total abstinence at once may never give any desirable results. This is because a sudden stop of use of alcohol especially for addicts will definitely trigger one of the strongest biological needs to quench the alcoholic thirst. The biological motivation principle of maintaining the physiological homeostasis will be triggered by sudden cut off of alcohol. What the program advocates is continual gradual reduction in the amount of alcohol taken which will eventually reduce to manageable level where total cut off can be done. In addition the AA principle of relinquishing on eself to a higher power to take over the alcoholic problem can arguably be seen as a diversion of the alcoholic biological motivation to an external agent and in that way, the biological drive and arousal are somewhat compressed. This is likely to enable the alcoholics recover quickly. Cognitive/social motivational theory This theory explains how behavior patterns of individuals are influenced by, among other factors, physical environmental, people and situations. This theory connects between the individual, environment and the behavior. The environment can be seen as a combination of all the external factors that are likely to influence a person’s behavior (Deci and Ryan, 2008). The person’s perception about the different aspects of the environment is believed to influence the person’s behavior. The behavior can also be influenced by a person’s perception of other people’s behaviors through either watching them or even when interacting with them. Tolman Purposeful behavior theory Tolman was one of the social cognitive theorists. Through his numerous experiments with rats and mazes he came up with the theory of purposeful behavior. According to Daltonâ€Å" Tolman proposed that learning could occur without reinforcement and without an observable change in behavior. In addition, Tolman found that behavior is affected by an organism’s expectations, often resulting goal-oriented, purposeful behavior† (Dalton 1). This is arguably one of the most applicable motivational theories in the AA program. The success or failure of any given case in the AA program depends, to a large extent on the expectation of the individual. If the individual has a predetermined mind about recovery his behavior in the AA program will certainly lead him to recovery. Asch attribution and conformity theory Solomon Asch presented his theories conformity and attribution. According his attribution theory, individuals attribute actions in life to an agent either external or internal. Alcoholics may attribute their drinking habit to lack of self control. AA program counter attacks the different attributions by offering a supernatural, powerful being in which the drunkards can attribute their weaknesses and hence relinquish their inner self to the power. In addition his conformity theory which revolves about voluntary yielding to situations despite personal preferences also applies. Being in the presence of a group of similar individuals in the AA meetings creates a favorable condition for conformity to the behavior of the group. This does help in motivating the alcoholics towards recovery. The physical environment such as the condition of a house or a class may play a significant part in motivating someone. The physical environment may also be a source of materials, opportunities or even societal support; this is one of the motivation strategies employed by the AA program. The fact that members meet in places far away from p ublic ridicule and in the presence of other like members makes the environment conducive for the recovery program (Bernstein Nash, 2006). A given situation may either motivate or discourage someone to behave in a certain way. In addition how an individual perceives a given situation may have an effect on the course of action to be taken depending on whether the situation was perceived as encouraging or discouraging. AA uses this technique to make the newcomers feel comfortable in the knowledge that they are in the presence of people who have gone through a similar situation and this is actually a motivation for new members to continue with the recovery program (Bernstein Nash, 2006). Expectancies which can be viewed as valuable or the importance an individual places on the expected results or rewards may have a great impact on the level of motivation for that person. People who place a higher value on the outcome are more likely to be more motivated than those who do not value the outcome as much. In AA the 12 principles places a lot of importance to the kind of life one is likely to enjoy after recovery from alcoholism. The new members actually get a chance of interacting with the already recovered members and this is a motivation enough to make them stick to the program however difficult it may seem to be. Self-control plays a very important role in motivation. People who have the internal strength of self-control may exhibit a result oriented behavior and as such they are likely to be more motivated if they are presented with conditions or situations that will demand determination or control in order to achieve the desired results. The AA program calls for determination to accept one’s alcoholic condition and surrendering to a higher authority which has the power to heal the spiritual and psychological sickness. They advocate for stepwise self-control whereby one is not required to automatically quit drinking but rather practice self-control for sh ort durations which can then be extended to achieve the desired results. This is likely to motivate self-controlled individuals (Dick, 1998). There are individuals who learn from others and are more likely to be motivated not because of what they are doing or capable of doing but by simply admiring what other people around them are doing. Individuals who are addicted to alcoholism can be motivated by being exposed to individuals who have already quite taking alcohol. AA program offers the best opportunity for the individuals struggling with alcoholism to interact with the recovering or the already recovered individuals, otherwise known as sponsorship. Through sponsorship individuals are able to associate and take after their sponsors. This can be the best method of motivation for some of the members (Dick, 1998). Self-efficacy is also believed to influence the level of motivation in a person. Some people are more motivated in the belief and knowledge that they have what it takes to complete the given task. By understanding how different people are in terms of how they are motivated, then it becomes easier to help them achieve their goals and objectives. This is best applicable in the AA program whereby alcoholics are made to believe that the desired outcome can only come from their personal will to give up themselves to a greater power for healing (Dick, 1998). Eclectic theory Eclectic theorists try to explain motivation and behaviour of people by taking on pieces of what they believe to be the best from other theories. They claim that the human nature is so complex and as such not one approach may suffice to explain the relationship between motivation and human behaviour. The 12 principle AA motivational program employs all the methods as a mixture in order to achieve the desired results. Strengths of AA program Galanter and Kaskutas (2008) claimed that â€Å"AA program is complex, implicitly grounded in sound psychological principles, and more sophisticated than is typically understood† (Galanter Kaskutas, 2008, p. 10). Although much criticism has been thrown over the program, it can be claimed that such criticism may be due to the misunderstanding of the whole idea behind the program. In addition, the fact that the program works under anonymity makes it difficult and tricky to research, analyse and document success or failure of the program. We can arguably say that the program has achieved success as compared to other programs offering the same type of service. From basic knowledge the program started in 1935 and has only grown, gaining membership every year. Then we can claim that if there was no any considerable success then the program would have died long time ago. It is also claimed that â€Å"an increasing number of DUIs are court ordered to AA† (Galanter and Kaskutas, 2008, p. 13) arguably for a simple reason, the judicial systems have confidence in the AA program. Success can also be based on the methodology of the program. The program employs a self-healing process where the victim plays the major role in initialising and maintaining the recovery process with the help of other members of the group (Deci Ryan, 2008). The fact that the program allows for personal participation, motivational environment and a chance to put into practice what one has learned by sharing with others and mentorship program suffices that a degree of success is likely to be achieved (AA, 2008). The fact that the AA program seeks to change the way of thinking of the alcoholics and not merely helping them stop the drinking habit implies that the impact of the program will be astounding. AA defines alcoholism as â€Å"spiritual, mental, and physical illness and healing require healing all aspects of the illness† (Galanter Kaskutas, 2008, p. 14). This posits that either 100% success may be achieved when an individual has fully recovered from alcoholism and thus in a better position mentally, spiritually and physically or at least some degree of success when one is not able to recover in all aspects (AA, 2002). Another point worth noting is that AA provides a program that is fit and comfortable for everyone, both spiritual and non-spiritual. Each person can customise the recovery program according to personal preferences â€Å"the house that AA helps a man build for himself is different for each occupant because each occupant is his own architect† (Galanter Kaskutas, 2008, p. 18). Atheists, believers, radicals as well as conformists can fit in the program and that is arguably the greatest achievement of the AA program. Other recovery programs such as religious sponsored institution are not compatible to such a wide variety of individuals. A statistical approach to the question of the success of the program indicates that the program has met and even exceeded expectations. A report carried out to determine success rate claimed that: A total of 68% of the women in the survey repor ted that they had stopped drinking within a year of their first meeting as compared with only 63% of the men. At the same time, 74% of those under thirty reported they had stopped drinking within a year of attending their first AA meeting, compared with 63% of those over thirty. (AA, 2008, p. 6) One of the strengths of AA is in the structure. AA works as a community though anonymous. A community of people with a common challenge in life and this is perhaps one of the greatest advantages members have, to work and share with people who have or are already undergoing what one is going through. When a new person hears the testimonies of other members who have experienced to be AA community then they get encouraged that all is not lost for them (Medvene, 1989). Another advantage of the AA program lies in the fact that individuals who have the will to stick around for some time get a chance to accelerate their recovery through mentoring the young members in the group. This can be seen as a helper therapy which is believed to help mentors affirm the need to quit alcoholism. A research done to confirm whether indeed this was true found out that â€Å"those helping other alcoholics were less likely to relapse (60%) than those who did not help their peers (78%)† (Galanter Kaskutas, 2008, p. 24). The element of reciprocity in AA gives it an upper hand over other programs. Since the program works on the principle of self-help with the help of others and that there is no any monetary payments to be made, then the only way members can give back is by doing good to themselves by quitting alcoholism. It is claimed that â€Å"many follow moral norms or reciprocity found in society at large and believe that they should give back, if not to their immediate benefactor, to some generalized other in the future† (Galanter Kaskutas, 2008, p. 25). AA weaknesses It can be argued that one of the greatest weaknesses of AA lies in its structure. The fact that there are no any official or managerial structures makes the program vulnerable to abuse and expression of personal interests, for instance it is claimed that, at times â€Å"members of AA groups may dispel disruptive drunk attendees or treat newcomers in such a way that they feel unwelcome† (Galanter Kaskutas, 2008, p. 13). This may not be the case if there was some kind of management that may regulate the response and reaction of other members towards newcomers. The principle of freewill entry to anyone including disruptive drunkards may also be one of the disadvantages. Disruptive drunkards may be more of a discouragement than a motivation to others who may be trying to concentrate on their recovery program (Dick, 1998). The fact that the program is based on a spiritual background may not work for people who do not have any spiritual relation. The success of the program depends on the individual willingness and strength to change the way of thinking. This may be a goal hard to achieve given that the drunkards, in their state of drunkenness, have already given up and may not have the inner drive to change their way of thinking (Medvene, 1989). Conclusion The effect of alcohol on our community is such a great issue that it can simply not be ignored. The community always finds a way of helping those of us struggling with alcoholism and other forms of addiction. Alcoholic people need a lot of motivation in order to encourage and help them out of the alcohol menace. Different kinds of motivational theories such as biological, eclectic, social/cognitive do exist and their applicability in motivating alcoholics to recover is very instrumental. AA is one of the most widely used alcoholic recovery programs and its efficiency in its task mostly lies in the motivations that do exist in different aspects of the program. Though there has been much criticism about the program, it appeals to many and its strengths may far outweigh its weaknesses. References AA. (2002). The Twe lve Steps Of Alcoholics Anonymous. Web. AA. (2008). Alcoholics Anonymous Recovery outcome Rates. Web. Bernstein, D Nash, P. (2006). Essentials of psychology. New York, NY: Cengage Learning. Dalton, S. (n.d.). Synopsis Paper #2. Web. Deci, E Ryan, R. (2008). Intrinsic motivation and self-determination in human behavior. New York, NY: Springer. Dick, B. (1998). The Oxford Group and Alcoholics Anonymous. New York, NY: Good Book Publishing Company. Galanter, M Kaskutas, L. (2008). Research on alcoholics anonymous and spirituality in addiction recovery: the twelve-step program model. New York, NY: Springer. Kurtz, E. (1979). Not-God: A History of Alcoholics Anonymous. Minnesota: Hazelden Publishing. Medvene, M. (1989). Foilrigami. New York, NY: Astor-Honor Inc. Shah, J Gardner, W. (2008). Handbook of Motivation Science. New York, NY: Guilford Press. This research paper on Motivational Program and Alcoholics Anonymous was written and submitted by user D'Ken Neramani to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Zara Fast Fashion Case Analysis Essays

Zara Fast Fashion Case Analysis Essays Zara Fast Fashion Case Analysis Paper Zara Fast Fashion Case Analysis Paper In 1 975, a Spanish entrepreneur first opened Ezra as a retail store in La Crouch, Spain. He then created the corporate group, Inedited. Inedited had become one of the worlds largest specialty retailers; it had six different chains, through which Inedited designed, manufactured, and sold apparel, footwear, and accessories for women, men, and kids around the world. Stability distinguished Inedited from other apparel retails. Although Inedited had become a public company with increasing stock price and high margins, Inedited always aimed to become a very sustainable company rather than cost profitable one in the world. Ezra was the largest and most internationalization chain for Inedited. Its headquarter was located in Artesia, Spain. Ezra was well known for its success in creating fast-fashion by selling fashion items at affordable prices and responding the market trend very quickly. Its business system and international expansion had become Indiess proudest decision. Inedited became increasingly international after 2001. It announced that Saras strategy in international expansion was the main reason for the groups sales growing globally. Ezra was no doubt the ash cow and key business for Inedited. However, Ezra itself faced some difficulties when expanding internationally. The differences in cultures and regulations made the expansion much riskier. After its failure in Italy in 1998, and competitors failures in U. S. Market, Ezra and Inedited had to be more concerned and careful about entering into a foreign new market. Moreover, top management in Inedited started to think about further plans for the group. Managing six different chains, they planned to develop other chains (or new chains) into a star business as successful as Ezra. This report will focus on loving Saras international expansion issue, as Ezra was so far the largest business for Inedited, and its issue was relatively urgent. After Ezra establishing a sustainable and more successful long-term international business, Indiess other chains could learn from its experiences. Inedited would be more capable and confident in managing and developing other chains into another large and international model like Ezra. ISSUE STATEMENT Inedited had to allow Ezra to expand and develop primarily, in order to grow into a stable and large organization rather than only focusing on home business (focusing in Spain). But International expansion was very expensive, and not that easy as different countries had different regulations, cultures, market demand and preferences. Large apparel firms like Ezra, H and Benton had met difficulties attempting to enter foreign markets. Meanwhile, Ezra had almost covered the whole market in Spain; in order to grow, it demanded larger market outside the home country. Thus, the issue statement discussed in this report is the future geographic focus for Ezra: Which foreign market should Ezra focus in its international expansion, and what are the strategies to enter the market? SITUATION ANALYSIS Saras Business System Ezra was the largest and most internationalization of Indiess chains, which are six independently operated chains and was responsible for their own strategy (Ezra, 8). In 2001, Ezra generated 85% of Indiess earnings and 76% of total sales. It generally targeted medium and high-income level and fashion sensitive consumers; while the income level of target market may be different in different countries. It was the leader in the fast fashion industry. The business system distinguished Ezra from other retailers, and enabled it to have a quick response to the market and fashion trend. Saras success came room its highly vertical integration strategy. It owned different levels of supply chain, from design, sourcing and manufacturing distribution and retail. This strategy allowed Ezra to better control the performance and quality of product, be highly efficient in delivering consumers preferred product to the market. Saras goal was to create a sense of scarcity, and to offer consumers fashionable product with reasonable quality and affordable price. The vertical integration strategy contributed to this goal by shortening the cycle time from design to retail to four weeks (over 6 months for the traditional industry), educing the working capital intensity, and reducing the inventory pressure. Design Ezra had three product lines: women, men and children. All of them had their own creative designers, sourcing and product development specialists. Several dozens items were designed each day, but only 1 13 of them would actually go into production (Ezra, 10). Ezra designed almost all products in-house. The designers cooperated well with store managers, and used an advanced technology system to track the data to analyze the market trend. Sourcing Manufacturing Ezra had purchasing offices in Barcelona and Hong Kong to help it source fabric, other inputs, and finished products from external suppliers. It bought endued fabric in order to adjust with the most recent updating in fashion trend. Ezra outsourced the production of basic item (price sensitive but time insensitive), and produced the fashionable item (40% of products) in-house for better control and quality. Large amount of outsourced goods were from Europe, so that Ezra saved time in transportation process. Only 20% of finished garments were manufactured in Asia, while H outsourced nearly all of the products to Asia. Distribution Majority of Saras sewn garments were produced in small workshops and sent to Saras centralized distribution. It was located in Artesia. Ezra only allowed most Of the products to Stay there for a few hours. Third-party delivery services shipped the items twice a week to stores over the world, mostly by truck. Only 25% was shipped by air because it was expensive. Retailing The price of Saras products was relatively low, and Ezra located its stores in prime areas of different cities. Ezra saved costs by investing little money in advertising and by efficient, vertically integrated supply chain. Ezra maintained a competitive price in every market. Although prices in different countries varied due to transportation cost, tax and exchange rate, the advertisement promotion strategy was generally maintained in every country. Store managers played a significant role. Ezra offered them large power to manage the store like their own business, and also offered high compensation and bonus as incentives. They provided critical data and feedback to designers and contributed to the design process; they were responsible for the selecting and training in-store personnel; they also made decisions on ordering and store operations. International Expansion After 2001, Ezra had 282 stores in 32 foreign countries, it had most foreign stores in Europe and only 5 in Asia (Japan). Ezra owned the stores in less risky and large market, but the costs would be higher. Ezra used franchising to enter small, risky markets with cultural differences and regulation barriers. Ezra used joint venture when the market was large and important but with barriers. STOW Analysis of Saras Business Strength The fast fashion concept, quick response and sense of scarcity were attractive to the consumers. The price was relatively low and competitive. The business cycle time was short from design to retail. Inventory was controlled low. The designers were creative. The strong centralized distribution system and vertical integration were distinctive feature of Saras business and made it hard for other brands to copy. Weakness Promotion was weak compared to HM, due to little advertising investment. Production or outsourced costs were relatively high, as HM outsourced mostly to Asia while Ezra focus more on Europe manufactures with higher costs. Since there was only one distribution center, there might be discomposes of scale if Ezra developed more stores. The only distribution center may not have enough capacity to handle too much stores around the world. It would also be risky to handle all items in one center. The goal of low inventory sometimes could not satisfy the demand. The joint venture agreement with foreign partners was sometimes complex in responsibilities, and there were risks that Ezra had to buy out the partners interest. Also, under international expansion, store managers would be hired from different countries and may not understand Saras concept well. Thus they may not operate Saras business in an efficient and standardized way. Purport unity The potential market was very large because apparel industry was needed in every country. The Internet was increasingly popular since 2000 and might be a new chance to promote brand or to reach customers. Threats Competitions was all around the world. There was direct competition with local firms. And many of the large apparel retailers were considering entering into international expansion. The product design was easy to copy. There would be social, cultural, political, economic and regulation differences if entering into foreign new market. ALTERNATIVES ANALYSIS 1. Fully focus on European market 2. Expand aggressively into North American and Asian market 3. Expand globally, specifically, cover European market in a more aggressive way than other places in short run, then in long term open more stores in North America and Asia. Alternative 1: Fully Focus On European Market Pros The European market was lucrative. Ezra had most of its foreign stores in Europe so far, thus it would had more experiences. The home country and distribution center were both in Europe, which would save more time and made the business easier to control. There would be less cultural differences. The consumers preference into fashion was more similar within Europe than other countries oversea. The major potential market could be Greece, Sweden and Italy. Italy was the largest single apparel market in Europe, its consumers visited apparel stores more frequently and they Were more fashion conscious (Ezra, 19). Saras distribution center and current distribution system allowed it to operate well in Europe, as most of the shipping would be using truck (inexpensive), and most of Saras manufacturers were in Europe. Cons Some of the markets like Italian market were difficult to enter alone due to the regulation barriers. Ezra failed for the fist attempt entering Italy in 1998. The barrier required Ezra to enter with joint venture agreement with a large local partner, which may also be Saras competitor. Europe was relatively small compared to Asia and America. Since Ezra had opened its foreign stores in around 20 cities in Europe after 2002, the potential market that could be further explored in Europe was even smaller. Major competitors like H, Benton were all European companies. Alternative 2: Expand Aggressively into North American and Asian market Pros These two markets had larger population, and were relatively rosaceous compared to South America or Africa; hence the sales could be high. They had less apparel cultural differences compared to the Middle East. Cons Costs would be high especially in terms of marketing, research and transportation. Ezra had very limit experiences in certain larger cities in these markets (e. G. Had only entered Japan for Asian market) and did not know those markets and consumers well. The designs were the same for all stores, but consumers preferences would be different (e. G. North American people were less fashion forward; Asian consumers may dislike the European style). With only one centralized distribution center it would be time consuming and costly, if items were manufactured in Asia (items would be sent to Europe first and then sent back to Asia). Size requirements were different (the U. S. Consumers requires larger sizes while Asian consumers preferred smaller sizes), so there would be difficulties to standardize and control the product quality. U. S. Market was fragmented, retailing overcapacity and full of local competitors. Outside Europe, Ezra didnt have strong in-house production and distribution facilities to ensure the low cost and timing. As Ezra cared the mime for items reaching the market, it had to increase the usage of air shipping which was much more expensive. Also, longer time for reaching the stores would make it ineffective to response to consumers need and taste. The Foreign exchange risks could be also a threat. Alternative 3: Expand Globally. In the short run, Ezra should aggressively enter the European market. Since the European market was closer, more familiar and less risky compared to other large markets, Ezra should take full advantage of it. Meanwhile, Ezra should keep a look on North American and Asian market and open a few lightship stores in their prime cities. In the long run, Ezra should enter more aggressively into these two large markets by opening more stores. Pros: It would combine the advantages of the first two alternatives. By Opening a very few but critical flagship stores in North America and Asia in the short run, Ezra could get more experiences from those markets and understand the consumers well. Flagship store was also a promotion strategy to attract more attention. The cost would be relatively low in the short run. Ezra would be more experienced and financially capable to open more stores n those two new markets in the long run. Expanding globally would allow Ezra to grow as large as it could in the long run, and develop into a real international business. Cons: It would still be restricted by the only one centralized distribution center for entering Asia and North America, and still have the risks for entering them. The decision criteria would be revenue and profit, awareness, sustainability and consumer loyalty. According to the analysis above, alternative 3 would collect sales both from all three large markets, and thus should have more market share. It would be more sustainable due to the short term and long term focus. By successfully growing into a stable, large, profitable and global organization, Ezra would have awareness and thus better brand image and consumer loyalty. Recommendation Based on the analysis, the report recommends alternative 3. It would maximize the profit by reaching all the potential markets in the world in long term. Since there were risks and concerns for each market, the best way for Ezra to grow would be expanding its market by following a short-term and long-term strategy. However, because of the limitation of each market, Ezra till have to adjust its current business system when adopting alternative 3. Action plan Short Run Although expanding the business globally required Ezra to enter all three large markets (Europe, Asia and North America), in the short run, Ezra should focus more on European market. In 2002 Ezra planned to open 55-65 new stores. It is recommended to open 90 stores in the next year with around 75% in Europe. France, Germany, the ILK, Italy, Portugal, Greece should be major European markets outside Spain, since they are larger, less risky, relatively stable and advanced. Ezra also had more experiences and resources operating in them in the past. As they are important markets, Ezra could own the stores (or consider joint venture if there was regulation concerns) for better control and profit minimization. Although countries like Cyprus and Israel were risky and small, Ezra could still open more stores with Franchising. Also, Ezra could open new stores in new countries like Russia (Moscow) to establish the foundation for future development in the countries. Ezra should take opportunities in other large demand areas while consolidating its presence in the European market at the same time. It could open around 10 tortes in the U. S. And Asia (especially outside Japan) respectively. Specifically, it could choose New York, Los Angels, Lass Vegas, Singapore and Hong Kong since they are densely populated, prosperous and multi-cultural. There would be less cultural differences. It would be a great chance to present Ezra to the local city but also the visitors around the world. It would be safer if Ezra considered enter those markets initially with joint venture. Ezra could consider open flagship stores rather than normal stores in new cities, in order to attract more consumers, promote and build a better brand image. After 1-2 years, when newly opened stores became stable and profitable, Ezra could consider stepping into Internet. As mentioned in the opportunity part, this would be a chance for Ezra to promote itself or to develop a new distribution and retail method. Ezra should improve its website quality, use the website to deliver its style, company value and latest fashion design information. Ezra should have website for every major country that Ezra had entered, with standardized style but unique store and product information. This would be a great chance for Ezra to approach consumers. Moreover, Ezra should prepare for the online shopping. For North America and Asia, Ezra should have new distribution center and also manufacturers in South America and Asia, as these close places required lower costs. This strategy would save transportation costs and time, and solve the problems of over capacity and discomposes of scale with centralized distribution center. Since different markets had different fashion taste, now Ezra could efficiently and easily manage the distributions to each market. Ezra should also seek for and build good relationship with local deliver services like UPS and Fed for a rower cost and better performance. Also, since the U. S. ND Asian markets were both full of local competitions, Ezra should not insist on minimizing advertising and promotion investment in those markets. As also mentioned, different markets had different tastes. For example, the North American people were less fashion sensitive and required larger sizes. Ezra should update its IT system to have better track and record of the consumers behavior, in order to make better decision on design and distribution in the future. Long Run After 3 years expansion, as the European market would be stable in the long UN, Ezra could start entering Asian and North American market more aggressively. It could open more stores in areas including Canada and China. They were two largest countries with similar tastes and culture with the U. S. , Hong Kong and Japan market. Previous success in those markets would also positively affect the consumers choice and awareness in Canada and China. It could also consider opening flagship stores in Australia later. In terms of distribution, Ezra should maintain the good relationship with delivery services. In terms of design, Ezra should utilize the data from IT and track yester to design fashion product specifically for markets with different cultures and tastes. For example, Asian consumers preferred more colorful patterns, while North American consumers value more simple and basic designs. Moreover, Ezra should have head officers in North America and Asia for efficient control and management. These offices would be responsible for internal training as well, since it would be hard for every store around the world to send their managers to headquarter for training. The store managers were the key elements for the Saras operation and design, it was important for Ezra to maintain highly qualified managers in stores all around the world. Ezra could launch internship program to attract more talented and capable people. This program could deliver the Saras concept well, and contribute to a better cooperate culture, which was important for the sustainability of a large international brand. Lastly, in the long run, Ezra should consider buy back the joint venture stores which turn to be profitable, so that Ezra could have better control. CONCLUSION Ezra should enter the global market but focus on different markets in a short term and long term phases. It should establish new offices, distribution center and manufacturers in North America and Asia to catch up with its expansion. After successfully growing into a sustainable and more profitable international business, Inedited could have better experiences and resources to consider further development of new chains. It is not suggested for Inedited to grow an existing apparel chain as it might confuse consumers and compete with Ezra. It could launch a new brand with new product line under a name similar to Ezra (e. G. Ezra Home), as consumers would be more attracted to it.