Phases Of A Cell Cycle Biology Essay

Phases Of A Cell Cycle Biology Essay Interphase is a part of the cell cycle in which the cell reproduces more DNA, it is the time when a cell accomplishes the most this is the time that the cell is preparing to divide. It is duplicating its organells and increasing the amount of cytoplasm it has in order to undergo cell division interphase constitutes the longest period of the cell cycle and is divided into three successive phases. G1 phase S phase G2 phase 2.1.1. G1 Phase: The first part of the inter phase is G1. In G1phase the cellular metabolic rate is high in which cell normally grows in size. And synthesis of m-RNA, t-RNA, r-RNA and proteins occur. This phase involves accumulation and synthesis of specific enzymes needed to control DNA-synthesis and production of DNA base unit so that the supply is at hand when synthesis being. 2.1.2. S Phase: The S phase is the intermediate phase between G1growth phase (gap-1) and G2 growth phase (gap-2).During the portion of cell cycle the DNA molecule are actually duplicated to produce two similar daughter cells. 2.1.3. G2 Phase: During the gap between DNA synthesis and mitosis, the cell will continue to grow. It is also called pre-mitotic phase. In this phase energy is stored for chromosome movement. Mitotic specific protein RNA and microtubule subunit are synthesis. 2.2. Mitotic Phase: This phase involves the division of nucleus and division of cytoplasm. At this stage the growth and protein production stop. All of the cell cycle focused on the complex and orderly division into two similar daughter cells. Mitosis is much shorter than inter phase. Lasting phase only one two hours. As in both G1 and G2, there is a checkpoint in the middle of mitosis that ensures the cell is ready to complete cell division actually stages of mitosis can be viewed at animal cell mitosis. 3. Mitosis: It is a process of nuclear and cell division in which the numbers of chromosomes in daughter cells are same as that of parent cell. 4. Phases of Mitosis: Mitosis is a continuous process which has two phases. Karyokinesis Cytokinesis 4.1. Karyokinesis: This phase involves the nuclear division .Animal cell has a special structure for cell division called centriole. At the start of mitosis centriole is divided into two pairs. Each pairs migrate to the opposite side of the nucleus thus forming two poles of the dividing cell. The microtubules including aster and spindle are called mitotic apparatus. There size is larger than nucleus. The function of the mitotic apparatus is to attach and capture chromosomes, align them correctly and separate them so that equal distribution of chromosomes should take place. The microtubules are set of fibers which are three in number. They originate from each pair of centrioles. One set of microtubules is called astral microtubules which form aster outward. The other two sets form the spindle in which one is kinetochore microtubules and other is polar microtubules and other is polar microtubules. 4.1.1. Stages of Karyokinesis: Karyokinesis can be divided into four stages. Prophase Metaphase Anaphase Telophase 4.1.1.1. Prophase: Chromosomes can not be seen in the interphase stage even by electron microscope. However by using some special stains chromatin network of fine threads can be seen which is called chromatin. The following events take place in prophase. Nuclear envelope along with nucleoli disappear Centrioles completely migrate towards their poles Mitotic apparatus is organized Cytoplasm becomes more viscous The chromatin material get condensed by folding and chromosomes appear as thin threads and eventually become thick consisting of two chromatids attached with centromere 4.1.1.2. Metaphase: At metaphase chromosomes have become completely thick consisting of chromatid. These chromatids are attached to centromere. The Cells has special area the kinetochore where kinetochore fibres of mitotic apparatus attach. The kinetochore fibers of spindle are attached to kinetochore region of chromosomes and align them at the equator of the spindle forming equatorial plate or metaphase plate. Each kinetochore gets two fibers each from opposite poles. 4.1.1.3. Anaphase: It is very important phase of mitosis. The kinetochore fibers of spindle contract toward their respective poles exert force which separates the two chromatids from centromere. In this way two sister chromatids are formed. Half of them move to one pole and other half towards other pole. 4.1.1.4. Telophase: As the chromosomes reach to their respective pole telophase starts. The chromosome starts unfolding and become chromatin material. Mitotic apparatus starts disappearing while nucleus and nuceolic appears and thus two nucleoli are formed at each pole of the cell. 4.2. Cytokinesis: Cytokinesis is a phase of the mitosis in which whole of the cell divides. At this phase the astral microtubules send signals to equatorial region of cell which activate action and myosin to form contractile ring. This contractile rings form cleavage furrow in the center of cells which get deepens gradually and ultimately divide the parent cell into two daughter cells. 5. MEIOSIS: Meiosis is a special type of cell division in which the numbers of chromosomes in daughter cells are reduced to half as compare to parent cell. In animals it occurs in diploid cells at gamete formation while in plants it takes place at spore formation at gamete formation. Meiosis can take place in two divisions Meiosis I Meiosis II The first meiotic division is reduction division and second meiotic division is like that of mitosis. After two divisions diploid cell produce four haploid cells. 5.1. Stages of Meiosis I: Meiosis I is further divided into four sub-stages as following Prophase I Metaphase I Anaphase Telophase 5.1.1. Prophase I: Prophase I is a very long phase. The chromosomes in this phase behave like the homologous pairs which is different as that from mitosis. The similar chromosomes are called homologous chromosomes. Prophase I is divided into five sub stages. Leptotene Zygotene Pachytene Diplotene Diakinesis 5.1.1.1. Leptotene: At this stage the chromosomes appear as very long narrow thread and the size of nucleus increase and homologous chromosomes become closer. 5.1.1.2. Zygotene: First essential phenomenon of meiosis i.e. pairing of homologous chromosomes called synapsis starts. This pairing is highly specific and exactly pointed, but with no definite starting point. At this phase nuclei also disappears. Each paired but no fused complex structure is called bivalent or tetrad. 5.1.1.3. Pachytene: The pairing of homologous chromosomes is completed. Chromosomes become more and more thick. Each bivalent has four chromatids, which wrap around each other. Non-sister chromatids of homologous chromosomes exchange their segments due to chiasmata formation. During the process called crossing over. In this way reshuffling of genetic materials occur, which produces recombination. 5.1.1.4. Diplotene: The next stage of meiosis is diplotene where bivalents are distinct and contracted. During this phase the chiasmata of each bivalent undergoes terminalization that are the movement of two homologous chromosomes to the two ends. During the stage of prophase due to chromosome contraction they are very distinct as visible bivalent structure. 5.1.1.5. Diakinesis: Next phase is diakinesis where the chiasmata are fully terminalized and the two chromosomes remain together though fully terminalized. 5.1.2. Metaphase I: Nuclear membrane disorganize at the beginning of this phase. Spindle fibres originate and the kinetochore fibres attach to the kinetochore of the homologous chromosomes from each pole and arrange bivalent at the equator. The sister chromatids of individual chromosomes in bivalent behave as a unit. 5.1.3. Anaphase I: In this succeeding anaphase that is Anaphase I, the homologous centromeres move towards opposite direction of the pole. The centromere of each chromosome remains intact. The chromosome being separated there is no chaismata at this stage. 5.1.4. Telophase: Nuclear membranes organize around each set of chromosomes at two poles. Nucleoli reappear thus two nuclei each with half number of chromosome is formed, later on, cytoplasm divides thus terminating the first meiotic division. 6. Summary: Each cell cycle has two phase- interphase and mitotic phase. Inter phase is highly metabolic phase and subdivided into G1, S, G2 phases. Dividing phase involves the division of nucleus and division of cytoplasm. Mitosis is an equational cell division occurs in somatic cells producing two cells of the same chromosomes number of parent cell. Karyokinesis occurs in four phase à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬prophase, anaphase, metaphase, telophase and is followed by cytokinesis. Meiosis is a reductional cell division occurs in germ cells producing four cells of half chromosomes number from that of parent cell, Nucleus divides twice in meiosis. Prophase I is of longer duration with substages leptotene, zygotene, pachytene. diplotene, diakinesis and is characterized by bivalent formation and crossing over through chaismata formation.

Case 1

Case Analysis 1: Hightone Electronics, Inc. Identification Information: This case analysis is from chapter 1 of our text book, Operations Management. It is found on page 25 and titled, â€Å"Hightone Electronics, Inc. † Summary of the Facts of the Case: Hightone Electronics, Inc. (HEI) is an electronic components supply company founded over 50 years ago. The company has a reputation for high quality and service. HEI's simple business of supplying radio repair shops with parts has grown to include home delivery, and larger customers such as technical schools, universities, and well-known corporations.The company stocks and sells over 22,000 different items and most customers receive their order within 48 hours. George Gonzales is the operations director for HEI. He has been tasked with making operations management decisions necessary to make HEI a successful Internet-based business. Mr. Gonzales agrees that this is an important step for the future success of the company but bel ieves there is more to solving the problems of the transition to web-based than the board thinks. Case Questions: 1.Explain why operations management is critical to the success of a business. Operations management (OM) is critical to the success of a business for several reasons. OM is responsible for the decision-making and leadership process that creates the product or service the business provides. The role of OM is to take inputs such as, labor, raw materials, and technology, and turn them into finished goods or services. Other functions of the business, such as marketing, are also important. But, without OM, there would not be a product/service to market to consumers. Reid, 2-23) Why would developing an Internet-based business require different operations consideration for HEI? A traditional catalog-order business and an Internet-based catalog-order business would be very similar in general appearance. A transition to web-based ordering though, would require changes. First, the company would need to upgrade its technology. Either through outsourcing or internal servers, the company would need to create a website. The website would need to be able to handle the customer traffic without crashing.Also, the website would need to be user-friendly so as not to frustrate and turn away potential customer. Customer support personnel would need to be trained to guide customers with questions about the website. Second, and more important than the actual website, is coordinating orders so that requested goods are shipped to the proper customer. Each order transaction will not be entered by a person. Therefore, all of the information gathered by the website will need to be converted to orders easily understood by warehouse personnel.Is George Gonzales correct in his assessment that this would not be â€Å"business as usual†? Yes. The core functions of the physical locations of the catalog-order business will remain mostly the same as before. They will receive o rders, and ship out goods. However, the methods of obtaining orders, customer feedback, return orders, special orders, and many other less notable but still necessary functions will change drastically. If done properly, it will most likely streamline the business, but the initial transition will be difficult. . Recall that HEI wishes to continue its reputation of high quality and service. Identify key operations management decisions that need to be considered. * Will we receive more/less orders? * If demand increases, can HEI supply the demand? * If demand decreases, can HEI â€Å"weather the storm† until demand rebounds? * What new personnel will be required? * Can current employees be trained? * Do new, more technically-advanced employees need to be hired? * Can stock be reduced and operations made more lean? * Should stock be increased?How different will these decisions be for the Internet business? The major difference will be that with a lot of the web-based area of the business, work will be handled electronically and not in a physical location. This will eliminate the need for large call centers and central records keeping locations. A few servers could hold all the information once held by an entire department such as sales, accounting, customer service, etc. This also changes the focus from managing many low-skilled employees to fewer moderate-to-high-skilled employees. Case 1 chapter 2 CHARTING A COMPANY’S DIRECTION: VISION AND MISSION, OBJECTIVES, AND STRATEGY McGraw-Hill/Irwin Copyright  © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO1 Grasp why it is critical for company managers to have a clear strategic vision of where a company needs to head and why. LO2 Understand the importance of setting both strategic and financial objectives. LO3 Understand why the strategic initiatives taken at various organizational levels must be tightly coordinated to achieve companywide performance targets.LO4 Become aware of what a company must do to achieve operating excellence and to execute its strategy proficiently. LO5 Become aware of the role and responsibility of a company’s board of directors in overseeing the strategic management process. 2-2 What Does the Strategy-Making, Strategy-Executing Process Entail? 1. 2. 3. 4. Developing a strategic vision Setting objectives Crafting a strategy Implementing and executing the chosen strat egy 5. Monitoring developments, evaluating performance, and initiating corrective adjustments 2-3 FIGURE 2. 1 The Strategy-Making, Strategy-Executing Process 2-4 TABLE 2. Factors Shaping Decisions in the Strategy-Making, Strategy-Executing Process Internal Considerations Does the company have an appealing customer value proposition? What are the company’s competitively important resources and capabilities and are they potent enough to produce a sustainable competitive advantage? Does the company have sufficient business and competitive strength to seize market opportunities and nullify external threats? Are the company’s prices and costs competitive with those of key rivals? Is the company competitively stronger or weaker than key rivals? External ConsiderationsDoes sticking with the company’s present strategic course present attractive opportunities for growth and profitability? What kind of competitive forces are industry members facing and are they acting to enhance or weaken the company’s prospects for growth and profitability? What factors are driving industry change and what impact on the company’s prospects will they have? How are industry rivals positioned and what strategic moves are they likely to make next? What are the key factors of future competitive success and does the industry offer good prospects for attractive profits for companies possessing those capabilities? 2-5Factors Shaping Strategic Decisions External Considerations What are the industry’s economic characteristics? How strong are the competitive forces at play? What forces are driving change in the industry? What market positions do rivals occupy and what moves are they likely to make next? What are the key factors for future competitive success? What are the company’s external opportunities? 2-6 Factors Shaping Strategic Decisions Internal Considerations How well is the present strategy working? What are the company’s competiti vely valuable resources, capabilities, and internal weaknesses? Are the company’s prices and costs competitive?Is the company competitively stronger or weaker than key rivals? 2-7 Stage 1: Developing a Strategic Vision, a Mission, and Core Values Strategic Vision Is top management’s views about the firm’s direction and future product-market-customer-technology focus Provides a panoramic view of â€Å"where we are going† Is distinctive and specific to a particular organization Avoids use of innocuous uninspiring language that could apply to most any firm Definitively states how the company’s leaders intend to position the firm beyond where it is today 2-8 Characteristics of Effectively Worded Vision Statements GraphicPaints a picture of the kind of firm that management is trying to create Flexible Is not so focused that it makes it difficult to adjust Feasible Is within the realm of what is possible Directional Is forward looking to change Desirable Indicates why the directional path makes sense Focused Is specific enough to provide guidance in decision making Easy to Communicate Can be explained in simple terms 2-9 TABLE 2. 2 Characteristics of Effectively Worded Vision Statements Paints a picture of the kind of company that management is trying to create and the market position(s) the company is striving to stake out.Is forward looking; describes the strategic course that management has charted and the kinds of product-market-customer-technology changes that will help the company prepare for the future. Is specific enough to provide managers with guidance in making decisions and allocating resources. Is not so focused that it makes it difficult for management to adjust to changing circumstances in markets, customer preferences, or technology. Is within the realm of what the company can reasonably expect to achieve. Indicates why the directional path makes good business sense.Is explainable in 5 to 10 minutes and, ideally, ca n be reduced to a simple, memorable â€Å"slogan† Graphic Directional Focused Flexible Feasible Desirable Easy to communicate 2-10 TABLE 2. 3 Common Shortcomings in Company Vision Statements Short on specifics about where the company is headed or what the company is doing to prepare for the future. Doesn’t indicate whether or how management intends to alter the company’s current product-market-customer-technology focus. So all-inclusive that the company could head in most any direction, pursue most any opportunity, or enter most any business.Lacks the power to motivate company personnel or inspire shareholder confidence about the company’s direction. Provides no unique company identity; could apply to firms in any of several industries (including rivals operating in the same market arena). Doesn’t say anything specific about the company’s strategic course beyond the pursuit of such distinctions as being a recognized leader, a global or world wide leader, or the first choice of customers. Vague or incomplete Not forward looking Too broad Bland or uninspiring Not distinctive Too reliant on superlatives 2-11Concepts and Connections 2. 1 Examples of Strategic Visions—How Well Do They Measure Up? 2-12 Concepts and Connections 2. 1 Examples of Strategic Visions—How Well Do They Measure Up? 2-13 Examples of Vision Statements To be the global leader in customer value. Provide a global trading platform where practically anyone can trade practically anything. Red Hat To extend our position as the most trusted Linux and open source provider through a complete range of enterprise software, a powerful Internet platform, and associated support and services. 2-14 Core Concept Strategic Inflection PointsA change in vision is required when it becomes evident to management that the industry has changed in a significant way that renders the company’s current vision obsolete. 2-15 The Importance of Communicating the St rategic Vision An engaging, inspirational vision Challenges and motivates the workforce Articulates a compelling case for â€Å"where we are going and why† Evokes positive support and excitement Arouses a committed organizational effort to move in a common direction 2-16 Expressing the Essence of the Vision in a Slogan Nike To bring innovation and inspiration to every athlete in the world The Mayo ClinicThe best care to every patient every day Greenpeace To halt environmental abuse and promote environmental solutions. 2-17 Why a Sound, Well-Communicated Strategic Vision Matters 1. It crystallizes senior executives’ own views about the firm’s long-term direction. 2. It reduces the risk of rudderless decision making by management at all levels. 3. It is a tool for winning the support of employees to help make the vision a reality. 4. It provides a beacon for lower-level managers in forming departmental missions. 5. It helps an organization prepare for the future. 2-18 Strategic Vision versus Mission StatementA strategic vision concerns a firm’s future business path—â€Å"where we are going† Markets to be pursued Future product/ market/customer/ technology focus The mission statement of a firm focuses on its present business purpose—â€Å"who we are and what we do† Current product and service offerings Customer needs being served 2-19 Developing a Company Mission Statement Ideally, a company mission statement is sufficiently descriptive to: Identify the company’s products or services. Specify the buyer needs it seeks to satisfy. Specify the customer groups or markets it is endeavoring to serve.Specify its approach to pleasing customers. Give the company its own identity. 2-20 Example of a Mission Statement The mission of Trader Joe’s is to give our customers the best food and beverage values that they can find anywhere and to provide them with the information required for informed buying decisi ons. We provide these with a dedication to the highest quality of customer satisfaction delivered with a sense of warmth, friendliness, fun, individual pride, and company spirit. 2-21 Examples of Mission Statements To help people and businesses throughout the world realize their full potential.To organize the world’s information and make it universally accessible and useful. 2-22 Strategic Mission, Vision, and Profit Firms sometimes state that their mission is to simply earn a profit. Profit is the obvious intent of every commercial enterprise. Profit is not â€Å"who we are and what we do. † Profit is more correctly an objective and a result of what a firm does. 2-23 Linking the Strategic Vision and Mission with Company Values CORE CONCEPT A firm’s values are the beliefs, traits, and behavioral norms that the firm’s personnel are expected to display in conducting the firm’s business and pursuing its strategic vision and mission. -24 CONCEPTS & CON NECTIONS 2. 2 ZAPPOS MISSION AND CORE VALUES Deliver Wow through Service Embrace and Drive Change Create Fun and a Little Weirdness Be Adventurous, Creative, and Open Minded Pursue Growth and Learning Build Open and Honest Relationships with Communication Build a Positive Team and Family Spirit Do More with Less Be Passionate and Determined Be Humble 2-25 Stage 2: Setting Objectives Why set objectives? To convert the strategic vision into specific performance targets To create yardsticks to track progress and measure performance Objectives should:Be well-stated (clearly worded) Be challenging, yet achievable in order to stretch the organization to perform at its full potential Be quantifiable (measurable) Contain a specific deadline for achievement 2-26 Core Concept Objectives are an organization’s performance targets—the results management wants to achieve. 2-27 Stage 2: Setting Objectives (cont’d) What Kinds of Objectives to Set Financial objectives Communicat e management’s targets for financial performance Are lagging indicators that reflect the results of past decisions and organizational activities Relate to revenue growth, profitability, and return on investment -28 Stage 2: Setting Objectives (cont’d) What Kinds of Objectives to Set Strategic objectives Are related to a firm’s marketing standing and competitive vitality Are leading indicators of a firm’s future financial performance and business prospects. If achieved, indicate that a firm’s future financial performance will be better than its current or past performance. 2-29 Core Concept The balanced scorecard is a widely used method for combining the use of both strategic and financial objectives, tracking their achievement, and giving management a more complete and balanced view of how well an organization is performing. -30 TABLE 2. 4 The Balanced Scorecard Approach to Performance Measurement Strategic Objectives †¢ Winning an x percent m arket share †¢ Achieving customer satisfaction rates of x percent †¢ †¢ †¢ †¢ Increase percentage of sales coming from new products to x percent Financial Objectives †¢ An x percent increase in annual revenues †¢ Annual increases in earnings per share of x percent †¢ An x percent return on capital employed (ROCE) or shareholder investment (ROE) †¢ Bond and credit ratings of x †¢ Internal cash flows of x to fund new capital investment †¢ Improve information systems capabilities to give frontline managers Achieving a customer defect information in retention rate of x percent x minutes Acquire x number of new †¢ Improve teamwork by customers increasing the number of Introduction of x number projects involving more of new products in the than one business unit next three years to x Reduce product development times to x months 2-31 Examples of Financial ObjectivesX% increase in annual revenues X% increase annually in after-tax p rofits Profit margins of X% X% return on capital employed (ROCE) Sufficient internal cash flows to fund 100% of new capital investment 2-32 Examples of Strategic Objectives Winning an X% market share Achieving a customer retention rate of X% Acquire X number of new customers Reduce product defects to X% Introduction of X number of new products in the next three years Increase employee training to X hours/year Reduce turnover to X% per year 2-33 Examples of Company ObjectivesGeneral Motors Reduce the percentage of automobiles using internal combustion engines through the development of hybrids, range-extended electric vehicles, and hydrogen fuel cell electric engines. Reduce automotive structural costs to benchmark levels of 23% of revenue by 2012 from 34% in 2005. Reduce annual U. S. labor costs by an additional $5 billion by 2011. 2-34 Examples of Company Objectives The Home Depot Be the number one destination for professional contractors. Improve in-stock positions so customers ca n find and buy exactly what they need.Deliver differentiated customer service and the know-how that our customers have come to expect. Repurchase $22. 5 billion of outstanding shares during 2008. Open 55 new stores with 5 store relocations in 2008. 2-35 Short-Term and Long-Term Objectives Short-Term Objectives Targets to be achieved soon Milestones or stair steps for reaching long-range performance Long-Term Objectives Targets to be achieved within 3 to 5 years 2-36 The Need for Objectives at All Organizational Levels Objectives Are Needed at All Levels 1. Set business-level objectives 2.Establish functional-area objectives 3. Set operating-level objectives last Long-term objectives take precedence over short-term objectives 2-37 Stage 3: Crafting a Strategy Crafting a strategy means asking: How to attract and please customers How to compete against rivals How to position the firm in the marketplace and capitalize on attractive opportunities to grow the business How best to respond to changing economic and market conditions How to manage each functional piece of the business How to achieve the firm’s performance targets 2-38A Firm’s Strategy-Making Hierarchy A firm’s strategy is a collection of initiatives undertaken by managers at all levels in the organizational hierarchy Crafting strategy is a collaborative effort that: Involves managers from various levels of the organization Is rarely something only highlevel executives engage in Requires choosing among the various strategic alternatives 2-39 Concept to Action In most firms, crafting strategy is a collaborative team effort that includes managers in various positions and at various organizational levels.Crafting strategy is rarely something only highlevel executives do. 2-40 Concept to Action Corporate strategy establishes an overall game plan for managing a set of businesses in a diversified, multibusiness firm. Business strategy is primarily concerned with strengthening the firm†™s market position and building competitive advantage in a single business company or a single business unit of a diversified multibusiness corporation. 2-41 FIGURE 2. 2 A Company’s Strategy-Making Hierarchy 2-42 Corporate Strategy versus Business StrategyCorporate strategy is orchestrated by the CEO and other senior executives and establishes an overall game plan for managing a set of businesses in a diversified, multibusiness company. Business strategy is primarily concerned with building competitive advantage in a single business unit of a diversified company or strengthening the market position of a nondiversified single business company. 2-43 The Strategy-Making Hierarchy Corporate strategy †¢ Is orchestrated by the CEO and other senior executives and establishes an overall game plan for managing a set of businesses in a diversified, multibusiness company. Addresses the questions of how to capture cross-business synergies, what businesses to hold or divest, which new markets to enter, and how to best enter new markets—by acquisition, creation of a strategic alliance, or through internal development. Business strategy Functional-area strategies †¢ Is primarily concerned with building competitive advantage in a single business unit of a diversified company or strengthening the market position of a nondiversified single business company. Are concerned with the strategies specifically related to particular functions or processes within a business (marketing strategy, production strategy, finance strategy, customer service strategy, product development strategy, and human resources strategy). †¢ Are relatively narrow strategic initiatives and approaches of limited scope for managing key operating units (plants, distribution centers, geographic units) and specific operating activities such as materials purchasing or Internet sales. 2-44 Operating strategies Stage 4: Implementing and Executing the Chosen StrategyManaging the strate gy execution process involves: Staffing the organization to provide needed skills and expertise. Allocating ample resources to activities critical to good strategy execution. Ensuring that policies and procedures facilitate rather than impede effective execution. Installing information and operating systems that enable personnel to perform essential activities. 2-45 Stage 4: Implementing and Executing the Chosen Strategy (con’d) Managing the strategy execution process involves: Pushing for continuous improvement in how value chain activities are performed.Tying rewards and incentives directly to the achievement of performance objectives. Creating a company culture and work climate conducive to successful strategy execution. Exerting the internal leadership needed to propel implementation forward. 2-46 Stage 5: Evaluating Performance and Initiating Corrective Adjustments Triggering change as needed: Monitoring new external developments Evaluating the firm’s progress Mak ing corrective adjustments Managing strategy is an ongoing process, not an every-now-and-then task A firm’s vision, objectives, strategy, and approach to strategy execution are never final -47 Corporate Governance: The Role of the Board Of Directors The Role of the Board Of Directors in the StrategyMaking, Strategy-Executing Process: 1. Oversee the firm’s financial accounting and reporting practices. 2. Diligently critique and oversee the company’s direction, strategy, and business approaches. 3. Evaluate the caliber of senior executives’ strategy-making and strategy-executing skills. 4. Institute a compensation plan for top executives that rewards them for actions and results that serve shareholder interests. 2-48 Strong Boards Lead to Good Corporate GovernanceA Strong, Independent Board of Directors: Is well informed about the company’s performance Guides and judges the CEO and other top executives Has the courage to curb management actions it be lieves are inappropriate or unduly risky Certifies to shareholders that the CEO is doing what the board expects Provides insight and advice to management Is intensely involved in debating the pros and cons of key decisions and actions 2-49 Leading the Strategic Management Process The Strategic Management Process calls for six managerial actions: 1.Making sure the company has a good strategic plan 2. Stay on top of what is happening (MBWA) 3. Putting constructive pressure on organizational units to achieve good results 2-50 Leading the Strategic Management Process (cont’d) The Strategic Management Process calls for six managerial actions: 4. Pushing corrective actions to improve both the firm’s strategy and how well it is being executed 5. Leading the development of better competitive capabilities 6. Displaying ethical integrity and leading social responsibility initiatives 2-51 Making Sure a Firm Has a Good Strategic PlanResponsibility of CEO Effectively communicate th e vision, objectives, and major strategy components Exercise due diligence in reviewing lower-level strategies for consistency with higher-level strategies 2-52 Staying on Top of How Well Things Are Going Stay connected to the field by managing by walking around (MBWA) Insist that top managers spend time in the trenches to exchange information and ideas through face-to-face contact with employees Prevent overly abstract thinking and getting disconnected with reality of what’s happening 2-53Pushing for Good Results and Operating Excellence Fosters a results–oriented, high-performance culture Treat employees with dignity and respect Encourage employees to use initiative and creativity in performing their work Set stretch objectives and clearly communicate expectations Focus attention on continuous improvement Reward high performance Celebrate successes 2-54 Initiating Corrective Actions to Improve Strategy and Execution The leadership challenge of making corrective adjus tments is twofold: Deciding when adjustments are needed Deciding what adjustments to makeLeader’s responsibility is to step forward and push corrective actions 2-55 Leading Social Responsibility The strength of management commitment determines whether a company will implement and execute a full-fledged strategy of social responsibility that: That protects the environment Actively participates in community affairs Supports charitable causes Supports workforce diversity and the overall well-being of employees 2-56 Displaying Ethical Integrity The CEO and other senior executives must set an excellent example in their own ethical behavior.Top management must declare unequivocal support of the company’s ethical code. Top management must be prepared to act swiftly and decisively in punishing ethical misconduct. 2-57 Leading the Development of Better Competitive Capabilities Lead efforts to strengthen existing competitive capabilities Anticipate changes in customer-market req uirements Proactively build new competencies and capabilities that hold promise for building an enduring competitive edge 2-58

Breast Cancer Susceptibility Genes BRCA1 and BRCA2 Essay

Breast cancer is the most common cancer that affects women in the United States. There are at least two majors genes (BRCA1 and BRCA2) that when they mutate can cause breast cancer. These genes can be passed from parent to child, increasing the risk of developing cancer in those child that have parent carrying these genes. BRCA1 and BRCA2 genes are located on chromosome 17 and chromosome 13 respectively. There is a 90% chance of developing breast cancer for a woman that has these mutated genes. In contrast, men carrying BRCA1 have no risk to develop breast cancer, but those carrying BRCA2 genes have high risk. It is important to note that mutations in these genes can be passed on to children by either parent. A man with a mutation is just†¦show more content†¦Subsequently, each cell that develops from the fertilized egg will receive this mutated gene. He states that for a cancer to manifest, two mutations must occurs. In hereditary cancers, the person inherit one mutant gene . The second mutation occurs as result of a mitotic error during the many cell division that occurs in the persons lifetime. In sporadic cases both mutation occur in the persons lifetime. In sporadic cases both mutation occurs after fertilization an are acquired much later in life. From this Kudson conclude that hereditary cancers manifest at younger age and there is a higher incidence of multiple tumors, where sporadic cancers occur late in the life and usually only a single tumor occurs. The principal causes of cancer appears to be environmental agents. A good example of this is skin cancer. The condition has increased among fair skinned people who expose themselves to too much sunshine, while being very uncommon among dark skinned races (knudson 1971, cited in Ormiston, 1995). Therefore, most genetic alteration are acquired through our life time from environmental carcinogens with only a small percentage been inherited. However, inherited cancers are very important as it appears that the genes responsible for, hereditary cancer maybe the same as those involved in sporadic malignancies. There are two important type of genes responsible for the development or cancer namely tumor suppressor because their normal function isShow MoreRelatedEssay on Breast Cancer847 Words   |  4 PagesBreast Cancer Chromosome 17 and BRCA1 Among the most common diseases affecting the female population, breast cancer develops in one of every eight American women. This means that almost 200,000 women suffer from the disease each year. Doctors would advise women to take necessary precautions, such as routine surveillance, in order to ensure a life without obtaining this disease prior to understanding any genetic linkage of breast cancer. Although many external factors contribute to breastRead MoreBrca1 And Brca2 : Factors That Affect The Risk Of Breast Cancer1589 Words   |  7 Pages The second similarity is that both BRCA1 and BRCA2 bind to Rad5 protein that is involved in maintain the integrity of the genome (Kinzler et al, 1997). A mutation in the AT, or ATM, gene on chromosome 11 also is associated with breast cancer, and it may be much more common in the general population than BRCA1 or BRCA2 mutations. Seven percent of familial breast cancer may be associated with the AT gene mutation (Radford and Zehnbauer, 1996, cited in McCain, 1997). It is not known whether theRead MoreTaking a Look at Breast Cancer1758 Words   |  7 PagesIntroduction Breast cancer is the most common cause of cancer-related death among females in the world. It is known for â€Å"have both a genetic and non-genetic etiology† (Milne et al., 2010). 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How to Write a Synthesis Essay Online

How to Write a Synthesis Essay

Primitive Speech Stages Of Children - 1596 Words

1. Primitive speech stage Birth to 2 years – this is a period where the child will learn, imitate words, tries to name object, will begin to speak and emotionally react by crying or socially respond by laughing. 2. Naà ¯ve psychological stage 2 to 4 years – Words are used as symbol are fully understood to express the objects and will expand their knowledge to identify more objects around their environment. 3. Egocentric stage 4 to 7 years – Children will talk louder to be heard or seeking attention and rational thinking will set to solve problems or perform tasks. 4. Ingrowth stage 8 years onwards – This is the stage where the child will speak less and internalised more using private speeches (Nixon, Aldwinckle and Gould 2003). The term ‘scaffolding’ the child’s behaviour as Vygotsky explains that children are often aided by us and we direct them together into achieving the purpose of any activity. For an example, in the Montessori, every day there is a walk about around the park which require the children changing their shoes to wellingtons. On return there are some who just refuse to tie their shoe laces because parents always tie their shoes lace at home. A particular child who was struggling for some time and failed was very confused and in tears. I decided to hold his hand and directed him to tie his shoe lace. From that moment onwards, the child was able to do it himself and he was very proud of his achievements as a result of ‘scaffolding’. There is otherShow MoreRelatedVygotsky And Vygotsky s Theory Of Cognitive Development Of Thought And Language Essay1060 Words   |  5 Pagesand Language: independent processes. With the passing of time, the development of thought and language has been the object of study for psychologists such as Jean Piaget and Lev Vygotsky. The former drastically influenced the study of thought and speech with his theory of cognitive development and his clinical method. The latter also made his contribution with his sociocultural theory. Although language and thought may be analysed as associate one to the other, both of them may be considered as independentRead MoreWhat For You Is The Human Spark983 Words   |  4 Pagesthat no there are many theories about the human spark, but that theory are not true, however, there are Known human paleontologists primitive Neanderthal as one of the strains that inhabited the earth and some are believed to be the ancestors of human sapiens s in Europe since the year six hundred thousand to three hundred and fifty years 600000-350000 .. 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Piaget believed that there are four main st ages in a child’s development that lead to a child learning language. Without these stages, Piaget argues that a child cannot cognitively grow at an appropriate pace (Kaderavek, 2105, p. 18 and p. 23). However, Vygotsky argues the Social Interactionist Theory, which states children develop language through social interacting with adults whoRead More Effective Use of Dialogue in The Sacrifice of Isaac Essay1489 Words   |  6 Pages I have diverse children moo, The which I love not halffe so well. This fayer swet child, he schereys me soo . Now cum on, Isaac, my owyn swet child;. Cume on, swete child. I love thee best Of all the children that I ever begat.    It appears that this opening speech by Abraham is designed to induce the audience to think ahead to Gods demand, by offering them a view of Abrahams love for Isaac, and Isaacs fitness as a son. The portions of this speech that I have not quotedRead MoreDevelopment Through Life Stages Essay1406 Words   |  6 Pagesfertilised egg the size of a pin head. The collection of cells travels to the lining of the uterus where it becomes implanted. At this stage the collection of cells is called an embryo. After eight weeks, the embryo may have grown to between three and four centimetres, has a recognizable heart bear ad the beginnings of eyes, ears, a mouth, legs and arms. At this stage the growing organism is called a foetus. During the final seven months before birth, all the organs continue to develop. By twentyRead More Analysis of Athol Fugards Master Harold . . . and the Boys Essay618 Words   |  3 Pagespredominant themes. A prevalent example of this can be seen when Hally and Sam argue over the value of ballroom dancing. Hally fails to recognise its simplistic beauty and consequently claims the activity to be a simple-minded expression of primitive black society. 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After conducting similar research on speech disorder patients, Broca found consistency in the location on the brain and came to the conclusion that the speech production was localised in this area, naming it the Broca’s Area. (Fancher, Raymond E, 1990) When looking at biochemistry, it is suggested that behaviour is a result of chemical imbalances

Jane Austen’s Novels Plot-Construction Free Essays

In contrast to the simplicity of her style, Jane Austen’s plots are unexpectedly complex. She is not content to simply draw two or three characters in isolation. She prefers a family, with their many friends and acquaintances and she tries within her limited range to make things as difficult as possible. We will write a custom essay sample on Jane Austen’s Novels Plot-Construction or any similar topic only for you Order Now SETTINGS OF HER NOVELS Jane Austen’s field of study is man. She is, therefore, more preoccupied with human nature than nature in the nineteenth century usage of the word. The background and the scenery of the provincial town is rich in its beauty and grandeur. But there is no attempt to look into the spirit of this country. Thus although, she has some sense of locality yet she does not paint an English community like the other writers of her time. She rather avoids those very elements of the population in which the local flavour, the breath of the soil is most pronounced. She is further incapable of evoking a scene or a landscape and cannot conjure up the spirit of Bath as Emile Bronte could conjure up the spirit of the Moorlands or Hardy that of Wessex. All this, one may say, would be fatal to her dramatic quality of construction. In all her novels, we see only a limited range of human society. Most of her characters are the kind of people she knew intimately, the landed gentry, the upper class, the lower edge of the nobility, the lower clergy, the officer corps of the military. Her novels exclude the lower classes-both the industrial masses of the big cities and the agricultural labourers in the countryside. Three or four families in the country village is the very thing to work on. She does not show any of the great agonies or darker side of human experience. There is no hunger, poverty, misery or terrible vices and very little of the spiritual sphere of experience. Nor do we see any political dimension or even discussions regarding major political happenings in any of her novels. Nature too, is rarely described and her characters are usually presented indoors with an occasional expedition or picnic thrown in. According to Andrew H. Wright, the novels of Jane Austen can be considered on three levels of meaning: first, the purely local-illustrative of country life among the upper middle-classes at the end of eighteenth century in Southern England. Second, they can be taken as broad allegories in which Sense and Sensibility, Pride and Prejudice and a number of other virtues and defects are set forth in narrative form and commented on in this way. Third is the ironic level whereby the incidents, situations and characters in a novel imply something more than what they seem. PLOT-CONSTRUCTION IN SENSE AND SENSIBILITY It is one of Austen’s simplest novels. The story deals with two sisters Elinor -the heroine represents a woman of sense, while Marianne, her foolish foil represents a woman of sensibility. The first volume of the book has a symmetrical pattern and a clear parallel is drawn between the two romances-Edward Ferrars and Elinor, John Willoughby and Marianne. True to Elinor’s cool, sensible nature the relationship between Edward Farrar’s is conducted on the level of the mind, with both displaying hardly an emotion. The theme of sense is thus exemplified through their relationship. On the other hand Willoughby who enters Marianne’s life as a true romantic hero having carried her home when she sprained her ankle, exemplifies the theme of sensibility in his relationship with Marianne. While the moral seems to illustrate the superiority of sense over sensibility there is an ironic twist in the plot whereby Elinor and Marianne virtually interchange their positions PLOT-CONSTRUCTION IN EMMA The plot of Emma can be said to have an ‘inward’ and an ‘outward’ movement. The inward deal with Emma’s self-deception- with what she thinks is happening while the outward deals with what actually is happening and this brings to light her mistakes. It is through a series of humiliations and self reproach that Emma finally awakens to self-knowledge. The reader’s enjoyment stems from an awareness that Emma is wrong. From chapter 1 to 15, Emma thinks that Mr. Elton is in love with Harriet only to discover to her horror that Elton loves her. From chapter 18 to 30, Emma thinks herself to be in love with Frank and Jane Fairfax to be associated with Mr. Dixon. From chapter 31 to 46, Emma is convinced that Harriet and Frank Churchill are interested in one another. Towards the end of the novel, from chapter 46, Emma’s theories about Frank and Harriet are about Jane Faifax and Dixon are destroyed and she has to face the possibility of Mr. Knightle y being in love with Harriet. It is only after Knightley’s proposals in the shrubbery that â€Å"what is happening† and â€Å"what Emma thinks is happening† converge and Emma’s progress from self-delusion to knowledge is complete. By analyzing the plots of ‘Sense and Sensibility’, ‘Emma’ and ‘Pride and Prejudice’, we observe that Austen’s theme-her subject matter revolves round courtship and marriage in each of her novels. By the time we have reached the end of any of her novels, not only the hero and heroine but most of the other people in the story have succeeded in pairing off in marriage. And it is from the courtship of the hero and heroine that the story derives much of their tension. PLOT-CONSTRUCTION IN PRIDE AND PREJUDICE The main plot of Pride and Prejudice presents the story of the misunderstanding, estrangement and union in the lives of two people-Elizabeth and Darcy. The novel begins with the flutter and eager expectation in the Bennet family at the arrival of the young â€Å"single man of large fortune†, Mr. Charles Bingley. The sub-plot of the Jane-Bingley relationship attracts greater interest for some time. They meet at a ball, are attracted towards each other and their intimacy grows through dinner-parties, balls, etc. All this while, however, the events of the main plot also gather interest. Darcy and Elizabeth are present at the same ball. Darcy is looked at with great admiration for about half the evening and is soon ‘discovered to be proud’, and when Bingley persuades him to dance with Elizabeth, he says that she is ‘tolerable’ but not handsome enough to tempt him. Elizabeth developed ‘no very cordial feelings towards him’. This prejudice form s in the very first meeting and is intensified by various other factors. Miss Caroline Bingley’s designs on Darcy and her efforts to reprobate Elizabeth during her stay at Netherfield are so persistent that inspite of his being attracted by Elizabeth’s pair of fine eyes, he realizes that it is dangerous to pay too much attention to Elizabeth and observes a studied reticence. Mrs. Bennet’s silly remarks, Mary’s all too quick consent to sing at a party, Mr. Collin’s sycophancy, Mr. Bennet’s want of propriety and Lydia’s shallowness—infact everything that the Bennet family did is enough to alienate anybody and Darcy’s poor opinion of the whole set urges him to avoid closer connections with Elizabeth. When Elizabeth meets Wickham, his winning manners grow on her good-will, and the altogether false reports of his victimization by Darcy intensify her prejudice far too much. Later, when she naturally suspects that Darcy plays a prominent part in ruining the prospects of her sister’s marriage w ith Bingley, she feels an almost irrevocably strong prejudice against him. From chapter 3 to 33, the prejudice grows in better strength and so when Darcy proposes to her, she bluntly rejects him. In reply to his enquiry about why she refused, she lays the charges at his door without any apology. The first stage in the history of their relationship is convincingly developed. Chapters 35 and 36 mark the climax in this development. Darcy’s letter to her marks the beginning of the second stage. Every event occurring subsequent to this helps to reverse Elizabeth’s conception of him, undo all the knots of prejudice and reveal the sterling qualities that he possesses. Even at the end of the first stage, his repulsive pride completely dominates all his thought and action, but the citadel staggers at the first rude shock Elizabeth gives him. ‘She showed him how insufficient were all his pretentions to please a woman worthy of being pleased’, and even though he was angry at first, he soon realized that the lesson she taught was ‘hard indeed at first but most advantageous’. When they met most unexpectedly at Pemberley, he ‘showed her by every civility in his power that he hoped to obtain her forgiveness and lessen her ill opinion, ‘Da rcy’s excessive pride is decreased and Elizabeth becomes proportionately less prejudiced. Many events in the second stage quicken this cleansing process. Even in the offending remarks about her family there is an admission that Elizabeth could inspire in Darcy a strong feeling of love capable of overcoming his strong scruple of family pride; and her vanity is touched. Darcy’s narration in the letter makes it clear to her that if he found Jane’s behavior ‘without any symptom of peculiar regard for Bingley’, it was a pardonable, even justifiable, error of judgment and the motives were certainly unchallengeable. The baselessness of her violent charge of ruining Wickham’s career becomes all clear to her. Colonel Fitzwilliam’s report about him is also creditable to Darcy. All these events make her conscious that she had acted despicably and that her certainty about her discernment was most unjustifiable. Her visit to Pemberley brings another surprise. His housekeeper, Mrs. Reynold’s, is genuinely proud of Darcy, who is ‘the best landlord and the best master’, ‘affable to the poor’, ‘an entirely good brother’: and she is sure to know better. Darcy’s unexpected meeting at Pemberley is still more effective: he impresses her aunt and uncle by his excellent manners, and Elizabeth has to admit that her prejudice was ill founded. Finally, Darcy’s most invaluable help in the eprisode of Lydia’s elopement with Wickham sweeps off all her objections. And so when Darcy’s second, and most polite proposal is made, her attitude has changed as much as his. The first minor eprisode is the Jane-Bingley relationship. It can be treated as an independent event, but Jane Austen has woven it well with the main theme. Jane and Elizabeth are sisters who share each other’s secrets, hopes and fears and it is the simplest connection. But on the strength of Darcy’s regard, Bingley has the firmest reliance, and of his judgment the highest opinion, and so when Darcy suspected that Jane did not love Bingley as fervently as Bingley loved her, and found that her family had all vulgar manners and shallow tastes, he ‘readily engaged in the office of pointing out to him the certain evils of such a choice’. This was one of the very important reasons of Elizabeth’s strong prejudice, and thus it is connected with the main theme. The Wickham-Lydia eprisode and the Collins-Charolette relationship is equally well connected with it. While Elizabeth has developed a prejudice against Darcy, she is strongly attracted towards Wickham— and it is very long before she knows what his real character is. One of the two strong charges she levels against Darcy is the ruining of Wickham’s prospects. Darcy reveals the truth to her later, but because of her silence on this point, she cannot stop her sister’s elopement and the slander on her family. It is this catastrophe, however, that brings Darcy closest to her because it is his love for her that he finds out the fugitives and makes a successful effort to bring about a marriage between Lydia and Wickham, neglecting the thought of the loss to him. Mr. Collins proposes to her, and later marries her best friend Charolette. All the threads are thus connected. Wickham and Charolette also serve as a comment on Elizabeth and Darcy. â€Å"The Darcy-Elizabeth couple is flanked on one side by the unexceptionable Bingley and Jane, it is flanked on the other by Charolette and Wickham†. The last two have the cleverness of the two main characters, but they are time-servers. The structure is therefore, most cleverly unifying. The precision, simplicity and symmetry of ‘Pride and Prejudice’ evoke instinctive appreciation. So well it is constructed that the action proceeds logically from exposition, complication and climax to the denouncement and finally the resolution. The sub-plots are also thematically unified. The theme of love and marriage is exemplified through the plot and the sub-plots. Jane Austen uses the dramatic narrative mode and irony so effectively to build her complex plot that it would not be amiss to say that she â€Å"is the most perfect dramatist who never wrote a play†. Furthermore, all Jane Austen plots are characterized by a unity of tone and are compact and well- knit. There are no loose ands anywhere, no event conceived outside the actual plot and nothing usually hampers the progress of the story. JANE AUSTEN’S COMEDY OF MANNERS  IN PRIDE AND PREJUDICE â€Å"The wisest and the best of men-nay, the wisest and best of their actions – may he rendered ridiculous by a person whose first object in life is a joke. â€Å"Certainly†, he replied Elizabeth-â€Å"there are such people, but I hope I am not one of them. I hope I never ridicule that is wiser or good. Follies and nonsense, whims and inconsistencies do divert me, I own, and I laugh at them whenever I can.† This brief dialogue between Darcy and Elizabeth throws distinct light upon Jane Austen’s purpose and programme in her novels. For once it be supposed that Miss Bennet’s point of view is but a projection of her creator’s. Her intention in these novels is to present a comedy of manners – to present the follies and vices of men and to expose them to general ridicule by employing the devices of comedy, parody, burlesque, irony, wit, satire, each one of them as is suitable for the occasion and need. THE UNITY OF TONE Hence, her plots are characterized by a singular unity of tone and she often achieves it by focusing our attention at it from more than one angle. In Pride and Prejudice alone the unity of plot has been achieved from as many as three angles. We can view the novel first, as Elizabeth Bennet sees everything; secondly, by assigning to Elizabeth and Darcy a prominent place into the novel and by centering the higher and nobler comedy around these two figures; and thirdly by making the whole story a study in Pride— pride of place and responsibility in some, pride in the form of social snobbery in others and also either a perverted pride or the lack of pride in the rest. However, the unity is therefore very essential in imparting coherence and shape to her design. Thus, the structure of Jane Austen’s novel is perfect and is ideally suited for the material she wanted to embody and the outlook she wished to present. How to cite Jane Austen’s Novels Plot-Construction, Papers

Ethical Consumerism Means for Businesses

Question: Write an analytical business report on what ethical consumerism means for businesses? Answer: Introduction This business report an analysisof what ethical consumerism means for businesses (Jay, 2008). In the first part, the report talks about what ethical consumerism is and how it is growing in the United Kingdom. Further, it points out what being an ethical consumer means and lists the various products that fall into the category of ethical category. Further, the report puts forward how ethical consumerism is a good strategy for businesses to adopt. The second part of the report consists of a detailed review of Starbucks that claims to operate ethically. Various approaches that have been used by Starbucks UK to become a more socially conscious business have then been identified and analysedby linking this with their ethics as well as values. The third part of the report consists of the results of a short opinion survey on what it is that influences consumer buying behaviour. The survey was carried out from a small sample of 10-15 students at GSM London and a primary research was steered for conducting the survey. The conclusion part includes critical evaluation of ethical consumerism with respect to Starbucks UK and the last part consists of a set of recommendations pointing out how Starbucks UK could become more ethical in nature. A brief overview and analysis of ethical consumerism Ethical consumerism refers to the personal consumption and investment, or simply the personal allocation of funds, where the choice has been informed by a particular issue, be it social justice, human rights, animal welfare or the environment (Auchmutey, 2009). In simple words, ethical consumerism implies more consumers are opting to buy good that are ethically sourced, ethically produced and ethically distributed. In the United Kingdom, the businesses or companies (retailers or producers) that have been consistent in converting to Fairtrade and to selling of sustainable products during the downturn are helping to maintain ethical sales growth in the country. Fig 1: Ethical Spending in UK Source: Gray, 2014 Over the years, the expenditure on various ethical products has grown manifolds. For example, in 2014, the expenditure on ethical food as well as drinks increases by 6% to reach 7bn (Grande, 2014). Ethical consumer is the one who buys products and services that are produced ethically and dont harm environment, animals, people in any sense. Examples of ethical products used widely are fair trade goods, energy-efficient products, recycled goods, organic produce, etc. Hence, buying green houses, ethical food and drink, eco-travel and transport, ethical personal products, all are part of ethical consumerism. Ethical consumption is a powerful tool for the welfare of the entire world (Gayle, 2010). The range of product areas which come under the ethical category includes: Banking and finance Energy Fashion Food and drinks Travel and tourism In the United Kingdom, the ethical consume market grew by almost 15% with the sector worth 60 billion (Taylor, 2007). Ethical consumerism is definitely a very good strategy for businesses to adopt. Ethics are considered crucial to determine the success and failure of any organisation. These impact the reputation of the organisation and help devise a business model which can help the organisation to sustain in tough times. Strong, as well as appropriate ethical policies, for example adopting ethical consumerism strategy, can add great value to a brand, while on the other hand, failure to do the right thing could result in environmental, economic, and social damage and thereby undermining an organisations long-term prospects or visions in the process (Mazar, 2010). Today, the demand for ethically produced products is increasing day by day. Carefully examining how well it is meeting the growing ethical expectations of its target consumers, a business can manage to be profitable yet sustainable even during the time of a downturn. Numerous bottom-line benefits can be availed by demonstrating high ethical standards and adopting an ethical approach in doing the business (Monbiot, 2010). A detailed review of one company claiming to operate ethically Starbucks has around 12, 000 coffee shops in more than 35 countries around the world. Starbucks UK vends coffee drinks as well as beans, and numerous other food products and beverages (Speth, 2008). In addition to this, Starbucks also sells mugs, coffee grinders, coffee makers, as well as storage containers at various stores. It also sells its coffee beans to over 5, 000 businesses, restaurants, airlines, and hotels (Borden, 2010). Starbucks UK incurs very high revenues and employs thousands of people every year. Many approaches have been used by Starbucks UK to become a more socially conscious business. The company firmly believes that the businesses should have a positive effect on the people or communities they work for. So, the company has always dedicated itself at being responsible, as well as considerate, and doing things which can prove to be good for the planet and each other. Some of the approaches adopted by Starbucks UK in order to be a socially responsible business have been summarised below (Banting, 2010). Community Starbucks UK gets highly involved with indigenous efforts attempting to get people together and have positive change whenever it can. The company supports and invests in local neighbourhoods as well as in global communities through strategic partnerships to deepen its ties in the communities where it carries out business (Corrales, 2013). Environment The company has been looking up ways to reduce its environmental footprint and motivate everyone in doing so. The environmental ethics adopted by the company include making use of environment friendly cups, minimising its energy consumption, using responsible building materials and efficient designs to reduce its environmental footprint, reducing water use and many more (Dawson, 2013). Ethical Sourcing Starbucks UK is aimed at buying and providing the highest quality, responsible and consciously cultivated, and ethically sold coffee so as to help the farmers in the country and elsewhere by creating a better future for them. By seeking help of Conservation International, the company has been successful in developing ethical sourcing strategies which enable it purchase products which are responsibly grown and ethically traded. In addition to this, whenever Starbucks UK buys products for its various stores, itassesses its suppliers for their guarantee to social responsibility, as well (Farell, 2013). Introducing Fair-trade Access Fund The Starbucks coffee is not only of the finest quality but its Fair Trade certification ensures that small-holder farmers get a reasonable price, and guarantees investment in economic as well as environment developmental projects that are beneficial for the entirecommunity. The company has put in a large amount of its money into the Fair-trade Access Fund which is a new fund for small holder farmers. The Fair-trade Access Fundprovidesfarmers with the associationsand cooperatives,the long-term credits they require in order to renew their fieldsor use new technologies and equipment. It also offers a completely new facility that gives farmers access to all kinds of business information on Fair-trade practices, crop cycling and information about the localised marketthrough their mobile phone (Frieshner, 2014). Diversity The company welcomes a diversity of people as well as ideas to its business. Starbucks UK creates more and better opportunities for learning and success that can prove beneficial for all its customers, partners and suppliers. The company is committed to upholding a culture where the diversity is valued and respected (Geereddy, 2012). Starbucks UK dedicates itself towards creating and developing a workplace wherein the people or employees from diverse backgrounds are welcome and motivate them to perform their level best. It honours the unique blend of skills, experiences as well as perspectives of each partner or stakeholder. The results of a short opinion survey This section is concerned with primary research. In order to examine the factors influencing buying behaviour of the consumers at Starbucks UK, a short survey is carried out among a sample space of 10-15 students at GSM London. By definition, buying behaviour refers to the process of taking decisions by consumers. Consumer attitudes towards buying different goods depend upon plethora of factors such as cultural, social, personal and psychological. As per the opinion survey, it was found out that out of 15 students, the majority of students claimed that superior quality and taste of the products offered by Starbucks UK are the factors that influences them to buy coffee from the company. On being asked about the factors that make Starbucks UK a coffee leader, majority of the students considered superior quality and ambience of the stores as key factors. Among 15 students, 12 claimed that before going to Starbucks UK, they preferred going to Costa Coffee. Though both coffee chains have been established in UK since decades but the superior quality and taste provided by Starbucks in unmatched. Conclusion To conclude, the coffee giant has tried to clean up its image by adopting fair trade practices and making sure that the raw materials are of superior quality. Reports suggest that there have been recent scandal over its tax avoidance issue. As of now, the company is making best efforts to address various ethical issues concerning people, environment, animals and politics. Starbucks UK work very closely with military troops. The company has been questioned many a times by workers for changing their contracts without notices and sacking workers without valid reasons (Hoy, 2005). Hence, the ethical consumer rating received by the company is worse. As per the Ethical Consumer Rating, the company has received a middle rating for its environmental report. This is due to the fact that there are plenty of environmental issues pending against the company. In spite of these concerns, Starbucks UK has made contributions for the welfare of struggling coffee farmers. This is done by increasing th e purchase of Fair Trade Certified coffee. The company has run many campaigns, such as Supporting Fair Trade and Global Exchange Starbucks campaign to ensure that the company is ethically sound. Moreover, the company has adopted CAFE guidelines i.e. Coffee and Farmer Equity to enable farmers grow coffee in a way which is good for people and our planet. Recommendations Since the company needs to focus on ethical consumerism more carefully, some of the recommendations are: Focus on implementing policies instead of shareholder: It is known that focusing on the interest of shareholders is primary aim of Starbucks but it is recommended that the company focuses more on implementing ethical consumer policies and encourage fair-trade coffee. Ruth Rosselon, Managing Director of Ethical consumer magazine suggest that the consumers should go for coffee chains that encourage fair-trade coffee (Lyon, 1999). Manufacturing healthy food: Starbucks UK is not manufacturing healthy food since portions are too big and drinks contain a lot of calories and fats (Singer, 2000). Hence, there is an urgent need to manufacture healthy foods and drinks. These are some of the recommendations to focus on ethical consumerism. Starbucks UK has the potential to help third world economy by giving portion money in charity which has been earned by selling products. This will, definitely, upgrade the reputation of the company in consumers minds. People will buy a cup of coffee from Starbucks thinking that their one cup of coffee can contribute for the welfare of needy people. References 1. Giesler, M. (2014). Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer Subjectivity. Journal of Consumer Research 41 (October): 849867.2. Jay, K. (2008). First Carbon Neutral Zone Created in the United States. Reuters.3. Auchmutey, J. (2009). Trying on carbon-neutral trend. 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