Romeo & Juliet

The Nurse and Friar Lawrence are admirable characters because they are respectively stronger parental figures to Romeo and Juliet than their actual parents. This seems to be evident because Romeo and Juliet’s parents are nasty to them, so actually pretty much anybody would be considered stronger parental figures. This is also true because both Romeo and Juliet are comfortable talking to The Nurse and Friar Lawrence about anything and they care for Romeo and Juliet as well. And finally, this is accurate because Romeo and Juliet are able to share their secrets with The Nurse and Friar Lawrence; in particular their secret marriage. Thus, the Nurse and Friar Lawrence are stronger parental figures to Romeo and Juliet than their actual parents. Romeo and Juliet do not share a close relationship with their parents, nor do their parents know them very well. At the beginning of the play, when Romeo is moping over Rosaline, his father is worried about him but he actually does nothing about it. Juliet's parents are nasty to her, especially her father, who is particularly horrible when she says she wants to marry for love. He tells her that he has lined up a suitable husband, meaning a wealthy one, and that is that. If she doesn't marry Paris she will be thrown out of the house, to fend for herself. What a father does not know is that his only daughter, who he is supposed to be so concerned about, is already married to the son of his enemy, Montague. He really doesn't communicate with his Juliet at all. Obviously she has not spoken to him about it. She cannot even share her secret about the most important moment in her life with her mother. Meanwhile, The Nurse and Friar Lawrence continue to remain strong parental figures to Romeo and Juliet. The only person who truly knows Juliet is The Nurse, who helps to arrange everything, the way a mother should. Juliet's nurse has been with her since birth and brought her up like her own daughter. The Nurse is more of a mother figure to Juliet than her actual mother. Even though she is a servant in the Capulet household, she does love Juliet. â€Å"Thou wast the prettiest babe that e'er I nursed. And I might live to see thee married once, I have my wish. † (A1,s3,61-63). This passage also shows that The Nurse breast fed Juliet. This was because The Nurse had just lost her child, so she took care of Juliet as the child that she never had. Likewise, Friar Lawrence is the only person that truly knows Romeo. He depends on the Friar for fatherly advice. In this way the Friar is a father figure to Romeo. â€Å"That’s my good son; but where hast thou been then? † (A2,s3,48-49). This passage shows that Friar Lawrence cares for Romeo enough to ask where he was been. Friar Lawrence also came up with a plan to bring Romeo and Juliet together in Mantua, away from Verona. This was because Friar knew Romeo well enough to know that we couldn’t live without Juliet. Very few people were informed about Romeo and Juliet’s marriage. This was because word travelled very quickly in Verona, and they knew that their families would not have approved of each other because they were marrying someone who came from the family which they had despised due to countless years of feud. As a result, neither Romeo nor Juliet’s parents were informed about this marriage of theirs. Still, both The Nurse and Friar Lawrence were trusted enough by Romeo and Juliet and were both informed about their secret. The Nurse and Friar Lawrence continued to prove their trust and loyalty to Romeo and Juliet after Romeo had been banished from Verona. Friar Lawrence also came up with a plan to bring Romeo and Juliet together in Mantua, away from Verona. The Nurse and Friar Lawrence are great parental figures because they know and understand Romeo and Juliet better and they don't protest Romeo and Juliet’s love. In essence, The Nurse and Friar Lawrence are stronger parental figures to Romeo and Juliet than their actual parents. Romeo & Juliet The Nurse and Friar Lawrence are admirable characters because they are respectively stronger parental figures to Romeo and Juliet than their actual parents. This seems to be evident because Romeo and Juliet’s parents are nasty to them, so actually pretty much anybody would be considered stronger parental figures. This is also true because both Romeo and Juliet are comfortable talking to The Nurse and Friar Lawrence about anything and they care for Romeo and Juliet as well. And finally, this is accurate because Romeo and Juliet are able to share their secrets with The Nurse and Friar Lawrence; in particular their secret marriage. Thus, the Nurse and Friar Lawrence are stronger parental figures to Romeo and Juliet than their actual parents. Romeo and Juliet do not share a close relationship with their parents, nor do their parents know them very well. At the beginning of the play, when Romeo is moping over Rosaline, his father is worried about him but he actually does nothing about it. Juliet's parents are nasty to her, especially her father, who is particularly horrible when she says she wants to marry for love. He tells her that he has lined up a suitable husband, meaning a wealthy one, and that is that. If she doesn't marry Paris she will be thrown out of the house, to fend for herself. What a father does not know is that his only daughter, who he is supposed to be so concerned about, is already married to the son of his enemy, Montague. He really doesn't communicate with his Juliet at all. Obviously she has not spoken to him about it. She cannot even share her secret about the most important moment in her life with her mother. Meanwhile, The Nurse and Friar Lawrence continue to remain strong parental figures to Romeo and Juliet. The only person who truly knows Juliet is The Nurse, who helps to arrange everything, the way a mother should. Juliet's nurse has been with her since birth and brought her up like her own daughter. The Nurse is more of a mother figure to Juliet than her actual mother. Even though she is a servant in the Capulet household, she does love Juliet. â€Å"Thou wast the prettiest babe that e'er I nursed. And I might live to see thee married once, I have my wish. † (A1,s3,61-63). This passage also shows that The Nurse breast fed Juliet. This was because The Nurse had just lost her child, so she took care of Juliet as the child that she never had. Likewise, Friar Lawrence is the only person that truly knows Romeo. He depends on the Friar for fatherly advice. In this way the Friar is a father figure to Romeo. â€Å"That’s my good son; but where hast thou been then? † (A2,s3,48-49). This passage shows that Friar Lawrence cares for Romeo enough to ask where he was been. Friar Lawrence also came up with a plan to bring Romeo and Juliet together in Mantua, away from Verona. This was because Friar knew Romeo well enough to know that we couldn’t live without Juliet. Very few people were informed about Romeo and Juliet’s marriage. This was because word travelled very quickly in Verona, and they knew that their families would not have approved of each other because they were marrying someone who came from the family which they had despised due to countless years of feud. As a result, neither Romeo nor Juliet’s parents were informed about this marriage of theirs. Still, both The Nurse and Friar Lawrence were trusted enough by Romeo and Juliet and were both informed about their secret. The Nurse and Friar Lawrence continued to prove their trust and loyalty to Romeo and Juliet after Romeo had been banished from Verona. Friar Lawrence also came up with a plan to bring Romeo and Juliet together in Mantua, away from Verona. The Nurse and Friar Lawrence are great parental figures because they know and understand Romeo and Juliet better and they don't protest Romeo and Juliet’s love. In essence, The Nurse and Friar Lawrence are stronger parental figures to Romeo and Juliet than their actual parents.

Cyp 3.7

CYP 3. 7:Understand how to support positive outcomes for children and young people 1. 1 Describe the social, economic and cultural factors that will impact on the lives of children and young people. There are many factors that can have an impact on young people’s lives but the three main factors that I’ve chosen to consider in this assignment are social, cultural and economic. Social Factors One of the major social factors, which can impact on the outcomes and life chances of young people is neglect.Without proper guidance in life children cannot learn what society regards as acceptable behaviour and if a child is being neglected they won’t understand that what they are experiencing is not normal behaviour. They may react to situations in a way that is acceptable within their home environment but which is certainly not acceptable in wider society. This behaviour can in turn have an adverse effect on the child’s education as they overstep boundaries, are di sruptive and disobedient and may end up getting suspended from school.Neglect in the child’s home environment can mean that they find it hard to make friendships in life as they are not used to other company and are naturally distrustful. If a child suffers from a disability or illness they may have to miss a lot of school, which can have a major impact on their education and they may fall behind. The child may struggle to make friendships, as they are not on the same level as their peers. This can lead the child to feeling very isolated and cause feelings of anger and resentment, which can then lead to behavioural problems.Economic Factors Poverty is a factor, which can have a major impact on children’s lives, as their parents may not be able to afford proper food and this can lead the child to suffer from malnutrition. If a child is not getting the nutrition that they require, they’ll suffer from a lack of concentration and their schoolwork will likely deterio rate. A side effect of poverty is not being able to afford adequate housing. People on low incomes cannot usually afford mortgages and so often live in poorer social housing, this can have several disadvantages for their children.Social housing can often be small and crowded and make it difficult for children to find sufficient space to complete homework, causing them to fall behind in their education. People who rely on social housing don’t often get to chose the area in which they live in so they may end up staying in an area where it is not safe for the children to go out or indeed anywhere for them to play, therefore the children will not be able to form friendships and may feel isolated.In some cases the child’s living conditions may be very poor and dampness and a lack of affordable heating may cause health problems such as asthma, resulting in them having to take time off school and missing out on their education. Cultural Factors One of the main cultural factor s is that of religious beliefs. Children with different religious beliefs follow specific customs and often attend particular schools where they only meet children who are being brought up with the same beliefs.This enforced isolation may mean that children may struggle to understand other people’s lifestyle when they interact with them and they may therefore find it hard to make relationships with other people. Children can often be discriminated against because of their different beliefs leading to feelings of isolation and victimisation. Although each of the previously mentioned individual factors may have the same outcomes, without support and intervention their effects can continue over the years and lead families into a vicious cycle of mistrust and despair.As care workers we must work closely with the families to assist and help as best as we can. 1. 2 Explain the importance and impact of poverty on outcomes and life chances for children and young people In my role as a classroom assistant I feel that the factor, which has the most severe impact is poverty. Poverty is becoming one of the biggest concerns within the UK with a recent survey showing that the government spends at least ? 25billion a year trying to alleviate child poverty.The limitations placed on children who grow up in poverty often results in poorer academic qualifications, lower job prospects and reduced expectations. 1. 3 Explain the role of children and young people’s personal choices and experiences on their outcomes and life chances As individuals we all have the right to make our own choices, unfortunately some of the choices we make can have a negative impact on our life. Children who come from low-income families often live in rural areas where there is a higher crime rate.These children subsequently end up hanging around with people who have a negative influence on them and getting involved in criminal activities, drugs and alcohol. Children are making personal choi ces from an early age, when they go to nursery they decide which toys to play with or who they make their friends. Some children can be louder and more boisterous than others and may display unwanted behaviour; other children will copy this behaviour thinking that it is acceptable and become disruptive in turn.As a care worker it is my responsibility to teach the children which behaviours are acceptable and which are not, if the child is being naughty they will be put in â€Å"time out† to teach them that the behaviour they were displaying is unacceptable. 2. 1Identify the positive outcomes for children and young people that practitioners should be striving to achieve As a care practitioner I place the needs of the children at the top of my work. Children respect care workers who can relate to them, communicate well with them and who enjoy working with them.I and the other classroom assistants in my school are committed to ensuring that all children have the chance to enjoy a nd achieve, to be healthy, to stay safe and to make a positive contribution and experience economic well-being. Within school we encourage children to eat healthily, we provide healthy meals and snacks for break and lunch and children are encouraged to drink water rather than fizzy drinks. Within the school setting we ensure that the child is kept safe and we continuously promote children’s welfare and ensure that we take all ecessary steps to reduce the spread of infection. It is necessary to ensure that the children are kept safe so we need to ensure that the level of staffing is appropriate. The environment in which I work, and the equipment provided for the children, must be appropriate for their age level in order to ensure development at the proper rate. 2. 2 Explain the importance of designing services around the needs of children and young people Children are unique and as a care practitioner it is my responsibility to ensure that every child’s needs are catere d for individually.It is essential to establish what their needs are, so that they can be met correctly and this can be done by liasing with parents, carers, and professionals such as GPs, speech therapists and occupational therapists in observing the child’s progress. 2. 3 Explain the importance of active participation of children and young people in decisions affecting their lives It is important that children have a say in what is happening throughout their lives, no matter what age. We must value the child’s views, thoughts and opinions in order to give the child a sense of belonging and control of their life and well-being.It is important that children learn the process of decision-making and what consequences can come from the decisions they have made and how to deal with them. As a care worker I work with children to try and help them to make the right decisions; if however they choose to make a decision that is not acceptable, for example to hit another child o r throw something, they will be asked to â€Å"take time out† and think about what they have done, only when they are ready to say sorry for their actions are they allowed to come back and join their friends.This process is to help children at an early age learn what is right from wrong. 2. 4 Explain how to support children and young people according to their age, needs and ability to make personal choices and experiences that have a positive impact on their lives Every child is different and as they grow up their needs change. When working with children it is important that we allow them to express their thoughts, views and opinions and most importantly that we listen to them.We may not always agree with their views or opinions but as a classroom assistant I work closely with the children’s parents and the child to try and come to a compromise and explain a different path to the child, always stressing that we are only trying to do what is best for them. 3. 1 Explain the potential impact of disability on the outcomes and life chances of children and young people Children who suffer from a physical impairment or require special requirements are no different than other children, they are just more dependent on their carers.Children may have an impairment which gives rise to disability. A child can have a sensory impairment, which can involve either a loss of hearing or restricted vision. A physical impairment or learning difficulty may occur due to a result of genetic inheritance, an accident or disease or due to complications before or during birth. Some children may have difficulty with emotional or social development, lack of communication and interaction and behaviour problems. Children who experience any of these difficulties often suffer from autism.There are both positive and negative outcomes for children with a disability. Children with physical impairments don’t have a strong immune system therefore their health won’t be as healthy and they may have to miss a lot of school which obviously will have a detrimental effect on their education and future career aspects. Children with a disability can have poor self-esteem as they feel they’re not as capable as other children; they can find it hard to communicate with their peers and may feel isolated and unwanted.As a classroom assistant it is important that my co-workers and I focus on what the children can do rather on what they can’t achieve. By adjusting the environment in which the child learns in and making it suitable for the child’s needs and providing appropriate facilities and resources it allows the child to feel confident and learn new skills. Don’t think of children with a disability or as special needs think of them as children with specific or additional requirements. Within my setting we aim to give all children the same opportunities and ensure that no one feels isolated.For example within my school we have child ren who require 1:1 assistance so instead of removing them from group situations we let them sit at the table with their peers but give them the extra support they need this way they don’t feel left out. 3. 2 Explain the importance of positive attitudes towards disability and specific requirements It is important to display positive attitudes towards children with disabilities and special requirements, so that the child feels valued and respected and doesn’t feel isolated within the class setting.As a care practitioner it is important that I show a positive attitude towards the child and set a good example for the other children. 3. 3 Explain the social and medical models of disability and the impact of each on practice Children with disabilities are often left feeling outcast and discriminated against. The medical model holds the traditional view that a child can be cured through medical intervention, whereas in fact in most cases of physical impairment there is no cu re. They expect disabled people to change to fit into society.Alternatively, the social model of disability looks at ways to address issues which will enable children to achieve their potential by adapting the environment the child is learning and living in so that the child can feel more included. By adapting the child’s environment and removing any barriers you are allowing them the chance to learn and achieve new things, which improves their confidence and self-esteem. 3. 4 Explain the different types of support that are available for disabled children and yond people and those with specific requirements.There are many services available for children with disabilities. Speech and language therapists can work with children to improve the child’s communication skills. Occupational therapists can also be involved in the child’s development by providing walking frames for children with physical impairments. As a classroom assistant we liase with many professional and the children’s parents to ensure they are getting all the appropriate care and assistance available to enhance their development. 4. Explain the meaning of equality, diversity and inclusion in the context of positive outcomes for children and young people It is essential within my school that each child is treated fairly and with respect. Equality is about making sure that each child is given the same chance as each other, it is not about treating everyone the same way, but rather by recognising that each individual has different needs. Children must not be discriminated against because of their race, gender, disability, religious beliefs or age. Diversity is about treating students as individuals.Teachers need to ensure that their methods cover every child’s learning abilities since children come from different religious and cultural backgrounds. It is imperative that we treat students with respect at all times and always give consideration to each individualâ₠¬â„¢s specific needs. Inclusion means ensuring that everyone is included in tasks. As a classroom assistant I make sure that the tasks are divided out equally and that children take turns. We have charts within our class that set out the children’s tasks for that day and we rotate these every day to ensure that no one is left out.Every child has different needs and requirements and it is important as a classroom assistant that I learn and understand each child’s individual needs so that they can be catered for. 4. 2 Compare, giving examples ways in which services for children, young people and their carers take account of and promote equality, diversity and inclusion to promote positive outcomes One of the things that we do within my school is that we teach the children about different cultures. We recently held our annual French Day where both staff and pupils dressed in French clothes and ate French foods such as croissants and crepes.One of the most inspiring moment s that day, was watching a wheelchair bound pupil in my class who loves playing with sand, sitting contentedly in the sand pit (having been helped out of his wheelchair and being supervised so that he didn’t fall) wearing a beret and neckerchief and putting small French flags on top of the sandcastles he made. This was an example of inclusion in practice and just one of the many opportunities my school gives to children to help them gain independence and confidence.

Apush Outline

The Bonds of Empire, 1660-1750 o Rebellion and War, 1660-1713 ? Before Restoration (1660), England made little attempt to weld colonies ? Royal Centralization, 1660-1688 †¢ Restoration monarchs disliked representative government †¢ Charles II rarely called parliament into session after 1674, and none after 1681 †¢ James II wanted to rule as absolute monarch o Meant he would never face an elected legislation †¢ These 2 kings had little sympathy for Am.   RI, and Plymouth into Dominion of New Eng. o 1688= NY and the Jerseys came in o Sir Edmund Andros became governor of Dominion of New Eng. ? The Glorious Revolution in England and America, 1688-1689 †¢ Charles II converted to Catholicism on deathbed †¢ Eng. olerated James’ conversion to Catholicism b/c his heirs (Mary and Anne) were Anglican †¢ Bloodless revolution of 1688=Glorious revolution o Created limited monarchy in Eng. ? Promised to summon parliament once a yr. , sign all its bills, and respect traditional civil liberties o William and Mary (now king and queen of eng. after they overthrew James) dismantled Dominion of New Eng. o NY rebelled with Leisler’s Rebellion ? The Enlightenment †¢ In 1750 the Enlightenment’s greatest contributions to Am. life still lay in the future. A quarter-century later, Anglo-Am. drew on the enlightenment’s revolutionary ideas as they declared their independence from Britain and created the foundations of a new nation †¢ It was an age of optimism, tempered by the realistic recognition of the sad state of the human condition and the need for major reforms. The Enlightenment was less a set of ideas than it was a set of attitudes. At its core was a critical questioning of traditional institutions, customs, and morals. ? The Great Awakening †¢ In New England, the Great Awakening was influential among many Congregationalists †¢ In the Middle and Southern colonies, the Awakening was influential among Presbyterians and other dissenting Protestants. †¢ A time of increased religious activity. The revival began with Jonathan Edwards, a well-educated theologian and Congregationalist minister from Northampton, Massachusetts, who came from Puritan and Calvinist roots, but emphasized the importance and power of immediate, personal religious experience. †¢ Edwards’ sermons were powerful and attracted a large following. o Sinners in the Hands of an Angry God, is his most famous sermon. †¢ The Methodist preacher George Whitefield, visiting from England, continued the movement, traveling across the colonies and preaching in a more dramatic and emotional style, accepting everyone into his audiences.

Consumer socialization Essay Example | Topics and Well Written Essays - 2000 words

Consumer socialization - Essay Example For children, a "gift" is anything they get beyond the basics of food, shelter and tools necessary to perform their studies. They soon recognize specific occasions for receiving gifts, such as their birthday and holidays like Christmas, Easter, and Hanukkah, among others, but continue to seek and receive gifts for other reasons such as good behavior or success in school. Often a gift for good grades is given at the end of the school term. This is all considered "dependent" consumption, as children do not yet have access to their own money to make purchases. Bjurstrom also refers to it as the "gift economy". It is not exclusive to children, of course. Adults use gifts for many reasons, primarily relationship-building and maintenance throughout their lives. (Bjurstrom, 2003.) "Independent" consumption, defined as supporting oneself from one's own income, is a large factor in the transition from childhood to adulthood today. Gender socialization does have an influence on the transition from dependent to independent consumption, while this is diminishing in many countries. Many women, even in developed countries, never fully evolve in their consumer socialization beyond the "gift economy." Their ideal husband is strong and loving, and buys what is needed and wanted without asking questions. The sooner young people of both genders are taught and encouraged to integrate dependent and independent consumption, the more effective consumers they will be. Young people should learn to use money from their allowances, and earnings from household chores, to buy birthday gifts for friends and family members as soon as possible, even if the gifts are small in size and value. This will help them learn to select and purchase, use money wisely, and understand the emotional and relationship impacts of receiving and giving gifts. While the age of young people who are able to practice fully independent consumption is getting later and later in the developed nations, due to the prolonged time they spend in post-secondary education, they are beginning to practice some forms of independent consumption at earlier ages in the 21st century than in the 20th. This is due to factors such as family income, as in many families around the world, both parents now work outside the home and earn income. (Bjurstrom, 2003.) Family income is a critically important factor in a study of consumer socialization in south Asia, based on surveys analyzed by M.F. Sabri, J. Masud, and L. Paim, of the University Putra Malaysia. The survey respondents were college students. The replies were given by 68% female respondents and 32% male. They lived in both rural and urban areas, and came from families with an average of 5 children. Most often they were middle children, rather than the oldest or youngest. This research also demonstrates the consumer socialization influences on these young respondents, aged 17 to 21. These young people were able to be relatively independent consumers due to their family income. Their parents could afford to send them to university and provide them with a generous allowance to use for living expenses. Most of the students lived away from

Communication Theories Essay Example | Topics and Well Written Essays - 250 words - 4

Communication Theories - Essay Example pace of modern technology and the era of globalization, media is now more encompassing as to include the various social networking sites such as Facebook, LinkedIn and MySpace. Social networking has a great impact in the lives of people all over the world today. Communication has become easier and more convenient. Since media ecology studies the interaction between people and the modes of communication as facilitated by modern technology, one can clearly see its impact on the different social networking sites. It looks into the development of human relationships among the people who use the social networking sites. It is through the social networking sites where people of different culture relate with each other sans geographical boundaries. Media ecology has influenced social networking sites which have developed its own unique language, acronyms and symbols. One foresees media ecology to further intensify its role in the rapid growth of social networking

Leaders and Leadership Assignment Example | Topics and Well Written Essays - 500 words

Leaders and Leadership - Assignment Example This involved operation out of a sense of calling and not self drive or willingness. God had called for Jesus to instill righteous views in people. This is also transformational leadership according to Ford (Ford, 1991, p.60). This would compel others to respond. Effective leadership involves transparency with respect to one’s individual life, family and even an institution one belongs. Leaders are inclined to form teams and such teams look for leaders and a leader like Jesus does not need followers. The leadership as modeled by Jesus was that of servant leadership. Jesus’ instructions are based upon a principle â€Å"the one who rules’ should be the like the one who serves† (Ford, 1991, p. 153). Instead of building any organization, Jesus focused on the idea of collecting people with shared vision. He spent efforts on trust building. A leader might face opposition from prominent places. Jesus experienced the same but never distanced his enemies and propagated love and harmony throughout. This showed his humility and integrity. Thus leaders cannot be dictators but should set righteous examples before others. This is unlike Hitler and Stalin who were dictators or extreme leaders without any character attributes to be followed. In fact one may call his leadership timeless and relevant even in modern times because he had all qualities one would expect from a perfect leader who maintains accountability in order to stay within boundaries and provide new direction and inspiration for an organization. Authority should be applied in order to motivate trust from people and make them follow their example (Tucker and Russel, 2004, p.103). Transformation leadership, as conceptualized by Burn involves four categories – â€Å"idealized influence, intellectual stimulation, individualized consideration and inspirational motivation†

Principles of Marketing Article Example | Topics and Well Written Essays - 250 words

Principles of Marketing - Article Example The difference in these two articles is that one does customers knowing and relations online and using technology while the explanation in the book utilizes both the traditional method and technological one (Kotler & Armstrong, 2015). In the article by (Wong, 2015), there is in depth analysis of advertisements growth and where it is headed in the future which is similar to what the article by (Kotler & Armstrong, 2015) explains which is all towards making customer satisfied by pinpointing their exact needs and wants. Both articles in short explain the need of advertisement as a marketing tool for a company’s products and services and using platform and ways that can reach most people at the same time. The creativity of the advertisements is what will bring customers’ interests in the products and what will eventually profit the company. When the advertisement addresses the right demands, needs and wants of the customers, they are bound to become loyal to the product and the brand in extension (Wong, 2015). Davenport, T., Mule, L. & Lucker, J. (2011, December). Know What Your Customers Want Before They Do. Harvard Business Review. Retrieved from https://hbr.org/2011/12/know-what-your-customers-want-before-they-do Wong, B. (2015, April 26). The Future of Advertising: Farewell, Mass Marketing. The Wall Street Journal. Retrieved from

Hurricane sandy Essay Example | Topics and Well Written Essays - 750 words

Hurricane sandy - Essay Example Work and classes were also cancelled as a result of all the circumstances happening in the areas. When the storm hit New Jersey, I consider it lucky for me to have been away on vacation. I may not have felt the direct effects of the storm as it hit the city nevertheless the information about what happened on that dreadful day has shaken me so strongly. Looking at all the deaths and the widespread effects of the storm on television, I thought about how things would have been for me if I were in New Jersey during that time. The event made me think about how a life could be lost in such an unexpected circumstance at an unexpected time and place. Who could have thought that the two cities could be so largely affected by the storm? New York, most especially, is considered a strong city where one can find security and yet it was not spared by a calamity that has proven to be destructive to the place it hits regardless of that place’s reputation and status. Indeed, this world offers no secure security. The money, job and other things found in the cities of New York and New Jersey that people consider to give assurance for their future have been affected by the storm as well. ... I could just imagine what difficulties the people have been through during the past days. The city that was once beautiful looked so devastated that I begun to think how vulnerable everything and everyone is to such destructions. The sight brought tears to my eyes knowing that people indeed have been through a lot of difficulties as they tried to clean up the city and fix everything to get the place back in order. Looking back at the events during the hurricane, I cannot help but think about the victims who suffered a lot. However, in the midst of the hardships, the spirit of unity once again arose among the American people. The president was shown on television giving support to the victims not only verbally but also in terms of physical help such as sending necessities to the cities. Moreover, people helped each other in order to overcome the difficulties they are going through. This struck me so strongly that it really made me appreciate our being humans when it comes to circumsta nces such as this. Political enemies may have heated arguments during ordinary days however, when such calamity occurs, political, religious or cultural beliefs find no strength in stopping the people to be united in helping each other to rise again. Such events make me think and consider what I should do as an individual to partake in such acts of kindness that may affect other people in ways I can just imagine. In this world that is full of troubles and threats, any help is necessary to make our place livable. Just like New Jersey after hurricane Sandy, the place has become physically bad for living. However, the efforts of people helping each other to bring the glory of the place back, made the challenges easier for

Trade Union UNITE Essay Example | Topics and Well Written Essays - 3500 words

Trade Union UNITE - Essay Example Management wants high profits and lower costs so that profitability can be maximised. For achieving such a target, the employees are affected by the management. In the urge to reduce the cost of production and operation, at times the management ignored the genuine rights of workers striving hard to achieve the organisational goals. They overlook the fact that it is due to their valuable workforce that they are able to achieve their desired targets and profits for the firm. If the employees do not perform their job roles, then there is no way the organisation can complete its target in its stipulated time period. Employees need to be given strong consideration by all organisations but mostly it is observed that employees at times are taken for granted by organisations. As workers realized that they are the major drivers of production and operation cycles and all the activities are dependent upon them, they rightfully thought of protecting their interest. The workers working for their rights is important for them as they should not be taken by granted by the organisation and should be provided with the complete resources for conducting their tasks effectively and efficiently. Particularly speaking in the context of workplace, the workers raised their voice to improve their working conditions and get the recognition of their inevitable role in the organisational functions. The body established with this purpose was named as trade union. Trade Unions are in place since long to protect the rights of workers at workplace (Smethurst and Ryan, 2009). They serve as independent organisations whereby the workers serving in various organisations register themselves to protect their rights and interests. In case of conflict of interest between the management and worker, the trade union is considered to be the representative of worker. The trade union can be approached by the worker concerning the issues they have with the organisation, and the trade union takes action accor dingly, either through negotiation or other resolution strategies. It is an organised entity which is backed by Law in the country. The labour laws promote the workers to be part of the trade union so that it can be strengthened and the interests of workers can be protected to the maximum (Scrope and Barnett, 2008). The importance of trade unions increases in the developed countries like UK. The reason lies in the fact that these countries are economically developed and organisations are well settled. The regulation has great control over them so that they can play important role in the overall development of the country. As labour is considered to be a force, its empowerment may lead to significant consequences at workplace. It is important to note, that the modern world is highly dynamic and unpredictable. The modern workforce is also knowledgeable and is well versed with the labour laws of the country; hence they work towards retrieving their rights at the optimum level, either t hrough trade unions or other legal ways. The

Gangs Coursework Example | Topics and Well Written Essays - 250 words - 1

Gangs - Coursework Example o note the direction in which the suspect fled, the mode of transportation he used, the make, color, and model of the vehicle he used as well as the license plates and an any other thing that may describe the vehicle like its condition (Portal.chicagopolice.org, 2014). It is important to observe if the suspect is armed and if so what type as well as the accomplices involved in the crime. This involves an outline of the suspect’s characteristics. First, note the sex of the suspect and the race or nationality if it is possible to identify. A complexion description is also necessary. The body size should come next. This consists of the suspect’s height and build. An estimate of the weight may also be included. The suspect’s age range should also be identified. Another important feature is the hair. This involves color, style, texture and length (Portal.chicagopolice.org, 2014). Also note the nature of the eyes in terms of color, shape, eyebrows and eyelashes. Physical peculiarities like limps, high pitched voice and accents need to be remembered. Start with the general appearance of the suspect, whether, neat, sloppy, well-groomed or dirty. Then give a description of the pieces of clothing that he or she is wearing. This incorporates the color, length, accessories, design, patterns and style of everything that the suspect is wearing, from the hat, shirt, coat and trousers to the socks, shoes and jewelry (Portal.chicagopolice.org, 2014). If there are any oddities it is important to mention them. The mugging occurred at the union street train station at six o’clock in the evening. There was only one attacker armed with a knife. The suspect was a Hispanic male in his mid twenties, about six feet tall and weighed around 200 pounds. He had black hair that was straight and short with a receding hairline. He had large brown, bloodshot eyes with heavy eyebrows. His cheeks were deep set with a double chin that was covered by a two day beard. He spoke in a deep voice

Victorian women Essay Example for Free

Victorian women Essay How does Thomas Hardy portray Bathsheba Everdene And Fanny Robin as typical representatives of Victorian women? Hardy uses this novel to express his prolific writing style, which involves introducing his characters slowly as the play goes on. He explores the characters and their influences and participation in the plot with intense detail. Far from the madding crowd is written in a Victorian pastoral setting, hence the way he portrays the characters as typically Victorian with powerful detail especially the women in particularly Bathsheba Everdene and Fanny Robin. Hardy can be seen in this novel to be recreating a local, ageless atmosphere often of a period before his birth or his early years and this sensitive, detailed, vivid breathing of life into a rural setting seems to be an essential factor in his thoughts and feelings when writing. Bathsheba Everdene is a beautiful woman who seems to control and dominate large parts of the play but at times being particularly arrogant and impetuous towards other characters and as the central role in the play, Hardy has manipulated her around the other characters very well. Bathshebas interaction with the other characters seems to have an effect on Fanny Robins participation in the play because of Hardys attempt to portray them both as typical representatives of Victorian women. She quickly becomes the central character by inheriting and learning to run a farm in Weatherbury where the play is situated. Hardy early on begins to introduce Bathshebas awareness and possibly fear of marriage and what that could do to affect Bathshebas status and profile within the village. Gabriel Oaks conversation with Bathsheba shows her to be perhaps an unpredictable, spirted young woman who has never been in love. The two discuss marriage with remarkable frankness. Bathshebas egocentric personality is exposed when she admits that she would delight in the prospect of having all the trappings of marriage such as a piano, pets and her own carriage and a spectacular ceremony however, she objects to having a long life husband and losing her freedom. Gabriels proposal to her of marriage is an emotionally intense conversation, which is why Hardys attempt to portray Bathsheba as typically Victorian was directed away exposing a different side to Bathshebas character. Gabriel: I can make you happy. You shall have a piano in a year or two, farmers wives are getting to have pianos now, Ill practice my flute right well to play with you in the evenings. Bathsheba: Yes, I should like that Gabriels hopes are built up as Bathsheba unveils her excitement at the prospect of marriage however; the realisation that this will never happen sets in. No, tis no use, I dont want to marry you. For a marriage would be very nice in one sense. People would talk about me and think I had won my battle and I should feel triumphant and all that. Her battle is one that she feels she needs to win to maintain her high profile status and leading female role within the village. She feels that to win her battle against society she needs to get married and therefore she can be triumphant once again. She explains that since a woman cannot win her battle by showing off the delights of a marriage and a wedding without having a husband then she cannot be triumphant by getting married, except not yet. While Bathsheba seems a bit shallow, her self-determination and powerful quest for success are commendable, and she remains a sympathetic yet surreal character. Hardy has manipulated Bathsheba so much that she has unusually selective characteristics whilst simultaneously attempting to convincingly portray her as typically Victorian without hindering Fanny Robins character so much as to effectively ruin it. Fanny Robin is a young orphaned servant girl at the farm who runs away the night Gabriel arrives in the village. With Fannys character, Hardy has chosen to use her to such an extent that she has become what is perhaps the most emotionally unstable character in the entire story and by doing this, he has attempted to manipulate her along with Bathsheba to portray them as typical Victorian representatives. She has an interesting but bleak role in the story but has a surprisingly significant effect on some of the major scenes without exposing her self as a particularly dominant or socially intractable character. She attempts to marry sergeant troy early on in the play and then ends her participation in the play by tragically dying whilst giving birth to his child. She is a foil to Bathsheba, showing the fate of women who are not well cared for in this society. Fanny robin is linked instantly with troy, has been helped kindly farmer Boldwood and has been the youngest maid in Bathsheba newly taken household, yet has a surprisingly unconvincing character compared with Bathshebas powerful dominance throughout the story. Fannys initial radiant excitement, her recent dejection, her memorable conversation with troy and her fatal error of mistaking the church for her marriage with troy all form a pathetic, wretched background to her unmistakably emotional and fragile character.

Heineken Is One Of The Worlds Pale Lager Marketing Essay

Heineken Is One Of The Worlds Pale Lager Marketing Essay Heineken is one of the worlds huge pale lager and is dedicated to grow and remain independent, made by Heineken International since 1873. The trade name that stands for the founders name Heineken is presented in almost all countries on the planet earth and is one of the worlds most valuable international premium beer brand. It is very popular in the United States, Europe and even Middle Eastern countries such as Egypt, Syria, Iraq and Sudan. Their international brands are Heineken and Amstel, but the group brews and sells more than 170 international premium, regional, local and specialty beers and ciders, including Cruz campo, Birra Moretti, Fosters, Maes, Murphys, Newcastle Brown Ale, Ochota,  Tiger, Sagres, Star, Strong bow  and  Zywiec. It is available in a 4.3% alcohol by volume, in countries such as Ireland. Heineken has been able to remain one of the worlds leading consumer and corporate brands for more than 130 years. Famous brands include Amstel, Europes third-largest selling beer, Cruzcampo, Tiger, Zywiec, Birra Moretti, Ochota, Murphys and Star. They are more than 119 breweries in more than 65 countries brewing a Group beer volume of 139.2 million hectolitres. In this report we going to Discover more about company, strategy, as well as their operations in EUROPIAN region. 1.1 History The Heineken story began more than 140 years ago in 1864 when Gerard Adriaan Heineken acquired a small brewery in Amsterdam. Since then, four generations of the Heineken family have expanded the Heineken brand and the Company throughout Europe and the rest of the world. Values and principals Heineken morals and ethics are not a lavish: they are essential to every level of business. Heineken is committed in sustainable development, in optimiseing their financial results with nominal impact to business atmosphere. To do this, they abide with number of governing business principles and three other core values such as- respect, enjoyment and quality that reflect their passion for beer and respect for their employees, business partners, customers, shareholders and all others who are connected to company. 2.0 Marketing audit for Heineken The marketing audit is a fundamental part of the marketing planning process. It is conducted with implementation of the plan. The marketing audit considers both internal and external marketing planning, as well as review of the plan itself. PEST analysis is an audit of an organizations environmental influences with the purpose of using this information to guide strategic decision-making. The PEST technique involves assessing four sets of factors: Political/legal, Economic, Socio-cultural, and Technological. The assumption is that if the organization is able to audit its current environment and assess potential changes, it will be better placed than its competitors to respond to changes. PEST analysis is concerned with the environmental influences on a business.The acronym stands for the Political, Economic, Social and Technological issues that could affect the strategic development of a business. Identifying PEST influences is a useful way of summarising the external environment in which a business operates. However, it must be followed up by consideration of how a business should respond to these influences. The table below lists some possible factors that could indicate important environmental Influences for a business under the PEST headings: Political / Legal Economic Social Technological Environmental regulation and protection Economic growth (overall; by industry sector) Income distribution (change in distribution of disposable income; Government spending on research -Taxation (corporate; consumer) Monetary policy (interest rates) Demographics (age structure of the population; gender; family size and composition; changing nature of occupations) Government and industry focus on technological effort -International trade regulation Government spending (overall level; specific spending priorities) Labour / social mobility New discoveries and development -Consumer protection Policy towards unemployment (minimum wage, unemployment benefits, grants) Lifestyle changes (e.g. Home working, single households) Speed of technology transfer -Employment law Taxation (impact on consumer disposable income, incentives to invest in capital equipment, corporation tax rates) Attitudes to work and leisure -Rates of technological obsolescence -Government organisation / attitude Exchange rates (effects on demand by overseas customers; effect on cost of imported components) Education Energy use and costs -Competition regulation Inflation (effect on costs and selling prices) Fashions and fads Changes in material sciences Stage of the business cycle (effect on short-term business performance) Health welfare Impact of changes in Information technology Economic mood consumer confidence Living conditions (housing, amenities, pollution) Internet! 2.1.1 Political Efforts to reduce levels of alcohol consumption: Governments conduct promotion to change public consumption, e.g. anti-drink and drive behaviour. Associated with this is increased regulation on the nature and style of alcohol advertising. For example, it is prohibited in Austria, Denmark, Finland, Norway and Sweden. Alcohol promotion has been banned on TV in France and, in the UK to reduce its influence on younger TV and radio audiences. 2.1.2 Economical Implementation of the Single European Market (SEM) enabling freedom of movement of goods and services, people and capital across national borders brought opportunities and threats to the brewing industry. It has allowed firms to invest equity to acquire full-ownership of established breweries across Europe, rather than minority holdings. At a production level, it has encouraged the location of breweries and associated logistics distribution centres to be made on cost-efficient criteria rather than regional or national obligations, enabling an international, and even global, approach to beer production. At the same time, the European logistics industry has been liberalized in the lead up to 1992 with the removal of national licenses, quotas and control within the road-transport sector, although there remains a dominantly national flavor to its provision. As yet, the unification of taxation, especially excise duties across Europe which could ease administration, is only under discussion. The difficulties of implementing the proposals are considerable. However, with the current variations in excise duties encouraging a black market, especially between the UK and France, movement is afoot to reduce the extreme variations. The publicity associated with the substantial cross-Channel movement (or bootlegging) of alcohol and tobacco products between France and the UK, with adverse repercussions for UK suppliers and tax collection for the Exchequer, has concentrated minds on finding a solution to the taxation disparities. The brewing industry relies on economies of scale in both production and distribution to be successful. The removal of trade barriers, with the chance to capitalize on economies of scale, is helping companies, especially those operating within small domestic markets. Both Heineken in the Netherlands and Carlsberg in Denmark have been obliged to internationalize as their own domestic markets are too small to provide sufficient scope for economies of scale for desirable growth. Expansion through joint venture, acquisitions and mergers, together with licensing and strategic alliance, has enabled an extension of brand franchising and complementary brands. 2.1.3 Social Provision of environmentally friendly packaging: In Germany and Denmark drinks require returnable bottles for re-cycling and, since 1995, at least 65% of packaging has had to be re-usable. In Denmark cans are banned for in-country production, although, due to European Union (EU) competition rules, import exemptions allow high imports of canned beer, from Germany in particular. These regulations incur short-term increases in the costs of packaging and distribution as new technology is introduced to meet the requirements. 2.1.4 Technological Heineken use their technology to keep detailed documents of shipping, in their warehouses to make the beer more efficiently and for shipping purposes. 2.2 SEGMENTATION TARGETING POSITIONING proceeds to segment the market, select the appropriate market target, and develop the offers value positioning. The formula segmentation, targeting, positioning (STP) is the essence of strategic marketing. (Kotler, 1994, p. 93) . The process of market segmentation can also consist of the selection of those segments for which a firm might be particularly well suited to serve by having competitive advantages relative to competitors in the segment, reducing the cost of adaptation in order to gain a niche. This application of market segmentation serves the purpose of developing competitive scope, which can have a powerful effect on competitive advantage because it shapes the configuration of the value chain. (Porter, 1985, p. 53). Segmentation is the process of identifying sets of consumers. These sets must be homogeneous, distinct, attractive and reachable. It use demographic (i.e. age), geographic (i.e. ZIP codes), and psychographic (i.e. attitudes) information to describe and separate groups. Segmentation requires the marketer to look at pools of potential customers from multiple angles to consider their areas of focus. Heineken focuses on youth in different locations. Targeting a specific segment or segments requires the evaluation of multiple segments. Choices can be hard to make and sometimes seem arbitrary. To aid the marketer, metrics for the most important criteria should be associated with each potential segment. In the end, the segment(s) with the greatest potential should be selected. Europes largest brewer, Heineken NV, is to embark on an acquisition spree and attempt to make its flagship lager brand more appealing to young consumers as increased competition and sluggish sales continue to blight its more mature beer markets. Positioning Gunter and Furnham (1992) prescribe that after selecting target markets the trategist should develop positioning objectives to then develop them into a detailed marketing mix. However, Aaker (1996) recommends developing the positioning objective only after the brand identity and value proposition have been developed. In exploring the latter, it is useful to understand Aakers definition of positioning is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands. Kotler (1994) refers to it as the unique selling proposition. Heineken is the worlds most valuable International premium beer brand Heineken hopes to consolidate its position within the high growth Romanian beer and mineral water market by acquiring Transylvania based brewer bere mures for an as yet undisclosed fee. As of 2009, Heineken owns over 119 breweries in more than 65 countries and employs approximately 54,004 people 3.0 Global Brand Development: Since stage of beer market development in each country is different strategy should be used. In embryonic markets (Africa, Eastern Europe) pushing strategy is suitable. In growing markets (Italy, Spain, Japan) both pushing and pulling strategies are agreeable. In mature markets (North and Central Europe, Australia,USA) pulling strategy is the best. Global positioning target can be achieved through creative marketing communication. Heineken should develop a number of high-profile, quality television campaigns with universal appeal, featuring high profile, contemporary celebrities. However, within the marketing mix, there will always be a requirement for locally driven campaigns and support. By connecting to local situations, consumer will develop a greater emotional tie to the company. The term marketing mix refers to the primary elements that must be attended to in order to properly market a product or service. Also known as The 4 Ps of Marketing, the marketing mix is a very useful, if a bit general, guideline for understanding the fundamentals of what makes a good marketing campaign. Product product refers to products or services. The product or service that offer the needs to meet a specific, existing market demand. Or, product should be able to create a market niche through building a strong brand. Heineken maintains it beer quality and special taste Price: The price that set for Heineken product or service plays a large role in its marketability. Though Heineken has many competitors Heineken maintains its quality and price. It changes it price according to the situation and location. Place: Heineken has huge marketing in Ireland and Netherlands. Compare to other brands Heineken is not available in all retails stores frequently. Promotion: Heineken has quickly recognised that consumers are increasing seeking value and positivity in the current recessionary environment. 3.1 Market entry Heineken has a pragmatic view taking a cautious approach to entering new markets. While it encourages organic growth, it has expanded by using a combination of direct export, licensing, joint venture, strategic alliance and acquisition. While it exports its premium Heineken brand from its plant in Amsterdam in the Netherlands, it is also involved in local regional production. A typical entry strategy has been to begin by exporting using intermediaries such as local distributors, and then to develop licensing production agreements through joint ventures with local brewers. Ultimately, the goal is to acquire full ownership and control of the local production wherever possible. The Netherlands Heineken has been the dominant market leader in its home base in the Netherlands having 53% of the market in 1991, well above its competitors Grolsch (15%) and the 15% taken by Interbrews subsidiary Verenigde Brouwerijen. Unfortunately, the Heineken brand market share, 45% in 1980, itself dropped to only 30% in 1991. In response Heineken introduced the Amstel and Buckler brands, the latter being the first non-alcoholic beer available on draft. Uk In the 1960s, when Heineken entered the UK, the beer-drinking public was not familiar with the strong beer being drunk in other European countries. Consequently, it made a licensing arrangement with Whitbread to brew a weaker version of standard Heineken brand (3.6% alcohol by volume (abv) ) that proved popular with lager drinkers. By 1990, about 10% of all lager drunk in the UK carried the Heineken brand. As beer drinkers became increasingly familiar with the continental brands, the Heineken Export Strength (5.0% abv) was introduced which Whitbread also brewed under licence. In 1993, the UK was the second largest market for beer in Europe, consuming 224 pints per head of population, although that level dropped to 218 pints per head in 2002 (Tighe, 2003). The pattern of consumption is different from the rest of Europe with more than 80% being drunk in pubs, many of which are linked, or tied, to breweries. Heinekens route was through access to Whitbreads distribution network through a licensing agreement. Interestingly, these ties were broken in the early 1990s when the Conservative government introduced legislation to increase competition. This obliged Bass to dispose of its 7,500 pubs most of which were expected to become independent small businesses. In practice, most were acquired by Pubmaster which currently owns 8,500 pubs, reflecting the continued concentration of ownership within the brewing distribution network. Ireland In 1993, Guinness and Heineken dominated in Ireland with a combined market share of about 85%. From the 1970s the Heineken brand was produced under licence until Heineken acquired its own production site in 1983. Murphys stout was a particular success story, becoming the number two brand of stout (behind Guinness) in both Ireland and the UK; by 1993 it was also being sold in the US and France. Italy Heineken entered the Italian market in 1960 when it acquired a minority stake in a small brewer. This was extended in 1974 when Heineken and Whitbread each bought a 42% holding in the company, renamed Birra Dreher. By 1980, Heineken was the sole owner of Dreher having acquired Whitbreads 42% share. Mergers with two former Henniger breweries strengthened Dreher so that, by 1993, it had a 25% share of the Italian market behind the market leader Peroni with about 40%. Despite the decline in the Italian beer market being more severe than in other European markets, Dreher maintained its margins although its market share fell. The Heineken brand retained its position, while its Buckler brand benefited from the increasing growth of the non-alcoholic segment. As in other countries, Heineken, in this case through Dreher, increased its control of the distribution network by purchasing a number of drinks wholesalers. In 1991, Heineken began importing its other Heineken brands into Italy to prov ide more effectively for the premium beer segment. Greece In 1965, Heineken entered a joint venture agreement for Athenian Brewery to produce the Amstel brand. By 2002, it had 98.8% ownership and a dominant 70% or so of the Greek market. This enabled it to strengthen its own Heineken and Amstel brands, and to import its associated Dreher and Coors beers. Heineken still dominates the Greek market. France In 1982, Heineken acquired Albra, which had an 8% market share and owned two breweries in France. In 1984, Albra was merged with Brasseries et Glacieres International to form the Sogebra group which in 1993 had 25% of the beer market, challenging the market leader, BSN Kronenbourg (50%). With the successful re-organisation of the Sogebra group, Heinekens fortunes continued to improve. However, the poor economic climate of the early 1990s, together with the increased competition for limited shelf space among retailers, has been challenging. Spain In 1984, as Spain was preparing to join the EU, Heineken purchased 37% of the local El Aguila brewer and increased its holding to a 51% controlling interest by 1993. El Aguila suffered from outdated production techniques and poor branding which necessitated investment in production and some re-structuring with resulting labour redundancies and short-term losses. The Aguila Pilsner brand was positioned for the standard market segment and a new Adlerbrau brand was introduced targeted towards the premium segment; Adlerbrau was then itself replaced by Aguila Master. Spain was a challenging market where many small family breweries operated within a federal infrastructure so hindering the implementation of economies of scale. Nevertheless, the Spanish market was attractive, with beer consumption the third highest in the EU, and increasing from 51 litres per capita in 1978 to 71 litres in 1989. Not surprisingly, by 1991 other companies were intent on acquiring a slice of the market through similar joint venture arrangements. They included Guinness/Carlsberg (Cruzcampo), the French group BSN (Mahou) and San Miguel Philippines (San Miguel). 4.0 Heineken SWOT Analysis Heineken SWOT Analysis company profile is the essential source for top-level company data and information. Heineken SWOT Analysis examines the companys key business structure and operations, history and products, and provides summary analysis of its key revenue lines and strategy. 4.1 Strengths The taste of Heineken beer is unique. The yeast that is used to make Heineken beer till today is developed in 1886.so the taste uniqueness of it has been there for a hundred years Heineken is the worlds second largest beer manufacturer.They produce 5.6 billionl liters of beer each year. second only to anheuser busch who produce 10 billion ltrs . This gives economics of scale and a platform for futher expansion of their market capitalization. In some markets like U.S.A and Hong Kong the Heineken brand is perceived as a premium brand and has successfully established a brand image. Heineken has owned subsidiaries in Netherland, France and Ireland whereas they held majority stake in 15 other breweries all over the world.Which gives Heineken a global presence. 4.2 Weaknesses Insome countries the brand image of Heineken was too narrow such that the brand was seen appropriate for special occasions only, While in other countries like Latin America the brand is viewed just another imported European beer .In Netherlands It was viewed as a mainstream brand. The company has limited its reach to the European and the Western countries and there still lies a scope for scaling up in countries like India where the beer is just imported and thus making it impossible to penetrate deep down No production base in some area and TV commercials are just aired in larger markets Lack of integrated marketing campaign Lack of worldwide advertising campaign 4.3 Threats Increase in drunk driving laws Competitors increasing market share Mergers and acquisitions of other breweries Other Breweries are becoming much larger than Heinekens Brewery 5.0 Recommendation to achieve the global brand Introduce a number of innovations across liquid, packaging and format that will serve to further endorse international leadership credentials because innovation is the lifeblood of brand domain. Heineken has a strong brand tradition. In order to flourish its  brand reputation  across the world, convince the consumers that the brand is some way superior. Develop a relationship with customers, build  affinity  between brand and customers bysponsoring international rugby tournaments, and world soccer tournament such as -( the Champions Leagues, the UEFA Champions League,  worlds premier club) where target audience of men from all over the world gather in one place. Building the brand  recognition  for long-term  to differentiate the brand Heineken and be sure to add value to the product in order to get the brand loyalty. (For example, Heineken can maintain its good quality or create benefits for society and culture, and provide an emotion to its consumers. 6.0 Strategies Macro analysis Heineken has been able to remain one of the worlds leading consumer and corporate brands for more than 130 years. It confronts directly the challenges in many of our markets to deliver organic profit growth, but also focuses on building the long-term future of our brands and business. 6.1.1 Current strategies Key focus is on driving the growth of our brands and improving our financial performance on ensuring that acquisitions, partnerships and distribution strategies create value. The focus is also on enabling our employees to use their potential and building a true performance based culture. Heineken aims for sustainable growth as a broad market leader and  we aim for segment leadership. In both cases, the Heineken brand plays an important part. We establish broad leadership usually by acquiring strong brands, which are combined into a new, larger company. Offering training to the employees, improving the organization, and introducing new technology then reinforces the positions of the local beers. This results in economies of scale that create a distribution network for both the local beers and Heineken beer. If a market is already in the hands of other brewers, we devote all our energy to developing a premium segment with Heineken beer, and if feasible, specialty beers. The goal of Heineken is to grow the business in a sustainable and consistent manner, while constantly improving profitability. The  four priorities for action include:   To accelerate sustainable top-line growth. To accelerate efficiency and cost reduction. To speed up implementation: we commit to faster decision making and execution.   To focus on those markets where we believe we can win. 6.1.2 Failures in strategies Heineken: Declining sales volumes now should explore new Strategies. An expected drop in revenues for Heineken has been more than cancelled out through cost-cutting measures and a shrewd pricing strategy. While beer volumes have suffered during the recession, this can be seen as the continuation of a more established trend. Plant closures have helped Heineken to reduce costs, but future profits will need to be driven by alternative methods. Heineken has revised its profit forecast for 2009 and now expects low double-digit growth for the year overall. The third largest brewer in the world reported a 4.7% decline in volume sales, but strong cost-cutting measures and a sound pricing strategy have allowed the company to further grow its profits. Beer v olumes have been badly hit by the recession, but this is largely a continuation of a longer and more established trend in established markets. The category has lost significant custom to the wine and spirits segments in recent years, as beer has garnered a particularly unhealthy reputation. Consumers beer preferences were once widely predicted to enjoy Resistance to the recession, but this has not proved to be the case and many consumers have switched to cheaper brands, with notable gains seen in the private-label beer market. Heineken has been able to drive profits through an array of cost-cutting measures. A number of plants were closed after Heinekens purchase of Scottish Newcastle. This acquisition gave the company the largest share of the European beer market, which allowed the undertaking of consolidation through the plant closures. Heineken has also increased prices, which has helped to offset some of the volume declines. Price rises in the beer category have become commonplace, but the company has ensured that its prices remain competitive without compromising the integrity of the brand. The expected results from Heineken demonstrate the possibilities that still exist during a recession. Cost-cutting measures have improved profits and will leave the company in a stronger position during a recovery. However, reducing costs can only fuel profit growth for a finite length of time, and the company must ensure that it continues to grow its business in developing markets while consolidating in the established markets of Europe and the US. 6.1.3 Implementations: The basic strategies of Heineken is to capture the local market. By merging with local firms Heineken has started capturing local market. Merger and acquisitions seems very good at for the present situation but according to servey (Dg internal market and services , 2005). 7.0 Recommendations: Heineken is one of the strongest products in the market and is dedicated to grow and remain independent, made by Heineken International since 1873. From the above repost accomplished that from macro analysis, there are positive conditions in Europe to increase profitability of Heineken. There are number of other steps in marketing plans can improve sale of Heineken. The Heineken brand can be developed through the distinctive characteristics of the marketing communication mix: multiple form of marketing communications are needed to communicated the value benefits of a product or market offering to larger and larger numbers of actual and potential consumers The value benefits of a product or marketing offering is communicated to the target market through three modes: marketing communication mix, mass marketing forms of communication , personal marketing forms of communication Creating strong associations and responses in the consumers mind: creating awareness of the brand, establishing the brand image brand judgments and feeling , and creating strong consumer-brand connect By designing a marketing communication strategy that delivers a consistent message that aims at informing, persuading, and reminding consumers- directly or indirectly about the products and brand for sale in the market segment It should focus on the markets that are in the embryonic stage and also on the developing markets and one of the being India, Heineken still has not penetrated India and the beer that is available in through imports. Company does not have fixed group that looks into marketing communication mix They should go like When in Rome, do as the Romans do that signifies that the communication mix should be different from country to country, and it should be significantly referring to the personalization of the masses representing the target population of a particular. It should keep learning from what happened to other brands that entered into foreign markets and did not do well and they should learn from their failures

A concept analysis of courage

A concept analysis of courage Courage is a virtue vital for good nursing, and has brought many benefits and advancements to the nursing profession, yet it has received little credit as a nursing skill. Making courage visible to nursing, can help incorporate it as part of the skills training for nurse leaders in nursing schools. This can bring further advancement to the nursing profession. Also, Having a courageous character can benefit patients since it provokes them to be more willing to take treatments and fight illnesses. The literature review identified physical courage, moral courage, psychological courage, and civil courage as different extensions of courage, and it reinforced that moral courage is the one necessary for nursing. It also identified caring, knowledge, and the ability to overcome fears as some of the defining attributes of courage. The willingness to have a courageous character can be provoke by confidence and a sense of duty, and it can lead to self esteem boosts and good learning experiences . Currently, only a few qualitative methods have been identified to study the phenomena of courage in nursing. It is harder to measure courage with quantitative methods because it is subjective in nature, and people experience it differently, depending on their values, believes, and cultures. More studies need to be done to incorporate courage as a nursing concept, and to identify tools and therapies that can entice courage in patients. Introduction The identification of nursing concepts has facilitated theory development and the growth of nursing knowledge, which has lead to many nursing advancement. Many concepts have being identified and inquired in nursing, yet there are some that still remain unexplored; one of these concepts is courage. Courage still remains undefined in nursing. Spencer and Smyth (2007) stated that courage is a concept that remains invisible in nursing, Yet it is essential to the advancement of nursing practice (Spencer, and Smythe 2007). While, Day (2010) stated that Courage is a virtue that is necessary to the conscientious practice of all health care providers (Day, 2010). It is the virtue that leads nurses to develop other virtues and skills like leadership, advocacy, commitment, caring, and conflict resolution amongst others. Without courage, nursing would be a robotic job that implies following orders without any regards for the patients health care outcomes. According to Thomas (2007), courage is a requirement to be a leader. Leaders must consistently find the courage to hold true to their beliefs and convictions (Thomas, 2003). Todays nursing leaders need to be courageous to face the politics of the health care systems and improve nursing for the future. Courage is a virtue that can also benefit patients in the health care. Being diagnosed with an illness often times creates fears and uncertainties that may cause loss of self esteem and dignity. This can lead to non-compliance to treatments and poor outcomes. Patients need to find the courage from within to fight the physical and physiological disruptions and restore their health. According to Wein (2007), having a fighting spirit can bring real benefits to the patients. Health care providers can use it as a therapeutic tool by appealing to the patients sense of courage, through facilitating therapies that ameliorate suffering, restore self esteem, and allow rediscovery of meaning (Wein, 2007). Courage needs to be recognized as a necessary skill in the health care systems, and it needs to be incorporated as part of the skill training in nursing schools; specifically at the masters and doctoral level. According to Thomas (2003), courage is a skill that can be learned, with the proper training one can learn to control fears and make the right choices (Thomas, 2003). Training nurses to be courageous and stand up for their values is what leads nurses to become great caregivers, great leaders, and great advocates. The purpose of this paper is to recognize courage as a nursing concept and incorporated it as a skill necessary for the growth of the nursing profession, and also to examine it as a potential therapeutic means to improve the patients health. Literature review Courage is considered one of the four cardinal virtues, and it has been valued throughout the history of human kind as an important moral virtue. Spence and Smythe stated that the word courage derives from the old French word corage which means heart and spirit. Corage latin origin is Cor meaning more at heart. The word courage is still associated with inner strength (Spence and Smythe 2007) and inner power. According to this etymology, courage seems to derive from feelings that arise from within the heart and can provoke a fighting spirit. The APA Dictionary of Psychology (2007) defined courage as The ability to meet a difficult challenge despite the physical, psychological, and moral risks involved in doing so (The APA Dictionary of Psychology, 2007, p.239). This definition compensates different types of courage that where found throughout the literature review: Physical courage, psychological courage, moral courage, and civil courage. Physical courage Physical courage is defined as an act of confidence done in spite of a potential physical harm or death, in which the means justify the end. According to Thomas (2003), physical courage implies the willingness to risk life to achieve a goal or reach a potential (Thomas, 2003). Also, in Nicomachean Ethics, Aristotle described courage as a brave act done for a noble cause in spite of fears that are real and can bring harm or even death, and he stated that death is the worst of fears (Aristotle, revised trans Version, 2009, III.6). Although Aristotle was referring mostly to the soldiers during war, his definition of courage can be applied to anybody who is willing to risk their lives to achieve a goal or to save others. It can also be applied to those who are willing to fight against debilitating illnesses. Fighting a debilitating illness like cancer demands physical courage because it requires for the patient to undergoing treatments that can cause severe discomfort, and loss of self i mage and self esteem. Yet cancer patients find the courage every day to go through with these treatments to have a chance of prolonging their lives. Moral courage The literature review differentiates moral courage form physical courage when the dangers or risks do not involve physical injury, but loss of social status, or financial prospects (Encyclopedia of ethics, 2001, p.352). Moral courage requires to take a stand to protect ones moral values and duties even at the expense of potential disapproval of society. Lachman (2007) defined moral courage as the ability to speak out and do what is right to put principles into action, even at the risk of humiliation, rejection, ridicule, unemployment, and loss of social standing. She believed that the sacrifices are worthwhile if it makes individuals admit to wrong doing and resolves ethical dilemmas (Lachman, 2007). On the other hand, Thomas (2003) defined moral courage as willingness to do ones duties in spite of social shame and isolation (Thomas, 2003), and Aultman (2008) described it in terms of the health care providers taking action when there is an ethical problem where the consequences can b e handle and positive changes may occur as a result of the action (Aultman, 2008). Moral courage is the type of courage required for nursing, and is used in everyday nursing tasks; from advocating for patients to changing nursing for the future. Although and act of moral courage does not involve any potential physical harm or death, it can not be considered as less threatening that an act of physical courage. Sometimes it takes more courage to confront and question a doctors order, or to defy a hospital policy, then to jump in the pool to save a drowning child. Thomas (2003) described natural courage as instinctive; an extraordinary act done in a blink of an eye without thinking just reacting (Thomas, 2003). Jumping after the drowning child would be a physical natural courage that happens as a reaction more than elaborated thinking; there is no time to contemplate fears. Whereas, defying a doctor or a hospital policy does not come instinctively, one must think, outweigh the risks and benefits, overcome fears, and then take action. It takes more inner strength to act despite analyzed fears and potential consequences, that to act and think about the consequences later. Psychological courage The description of psychological courage was vague in much of the literature review. There was no actual definition for this term, but it was implied that it is the ability of overcoming destructive habits even when it may cause physical or emotional harm to do so. Psychological courage demands the admitting of destructive habits that can cause moral harm since it can lead to rejection and demoralization from family and social connections. Overcoming the destructive habit itself-whether it is an addiction or a phobia-can result in physical harm because it can disrupt physical and emotional health. The term, psychological courage seemed to blend in with physical courage and moral courage because even though the brave action was psychological in nature, the risks or threats still leads to potential physical or moral harm. Civil courage The literature review also refers to civil courage as social courage, and it is described as civilians standing up against injustice and crime even if it may lead to their death, physical injury, or any other harm. It implies for civilians to take action to help a complete stranger that is a victim of a crime. According to wikipedia (2010), may countries reinforce civil courage as the law, which refers to civilians being obligated to interfere or call the authorities if they witness a conflict or crime (wikipedia, 2010). Greitemeyer, Fischer, Kastenmuller, and Frey (2006) attempted to differentiate between civil courage and helping behavior. They defined helping behaviors as behaviors intended to do someone a favor and it refers to civilians helping victims after the event. Their examples were, helping the victims of hurricane Katrina, Sept 11, and the Tsunami. In contrast, they defined civil courage as a brave behavior, which is shown to express displeasure towards authorities or su periors in a certain situation without weighing possible disadvantages and it refers to helping the victim during the event; even if it implies risking their own lives. Their example was that in 2001 five Turks, witnessed and intervened to save the life of a young Greek boy who was being brutally beaten by twenty Nazi skin heads. The Turks risked their lives by doing so. (Greitemeyer, T, Fischer, P, Kastenmuller, A, and Frey, D, 2006). Civil courage also has attributes of both moral courage and physical courage. To have moral courage one must first have the morals and distinguish between right and wrong, then have the courage to act against injustice. In physical courage one must be willing to risk ones own life to stop the injustice. In the case of civil courage, the civilian must be able to perceive the act as morally wrong and then take action risking potential physical harm to stop the conflict. Defining attribute A defining attribute of courage is caring. Peterson,S and Bredow,T (2009) defined caring as a nurturing way of relating to a valued other toward whom one feels a personal sense of commitment and responsibility (Peteson, S. Bredow, T, 2009. p.193). The feeling of caring and feeling connected to someone or something leads to willingness to make sacrifices to protect what is loved and cared for. Caring is a crucial component of courage. Without caring, there is no need for courage, and without courage, caring does not last; the sense of duty and responsibility is lost because the person lacks the courage to do what it takes to provide the caring. Caring is a concept widely recognized in nursing, yet the concept of courage is often overlooked. Caring about the patients and the profession can bring positive changes, but only when there is the courage to provoke the changes. The sense of responsibility that nurses have towards their patients and the profession is what has driven generation s of nursing leaders to be courageous and work on research, theories, and hospital policies to re-shape the nursing profession. Another defining attribute of courage is knowledge. Having knowledge builds confidence, and confidence provokes acts of courage in the face of injustice. Knowing how to react when necessary exemplifies courage. Aristotle believed that knowledge and experience is what differentiates courage from recklessness. He stated that acts base on knowledge are courageous, whereas acts without knowledge are a compulsion and not brave. He exemplified it with courageous soldiers that prepared for battle by learning the art of war and fighting techniques, and also by preparing themselves physically and mentally (Aristotle revised trans 2009, III.8). Though the art of nursing is different from the art of war, nurses also need to be knowledgeable to be prepared to confront the everyday challenges that the nursing profession brings. Acts of moral courage are based on knowledge. The nurse needs an understanding of morals and values to differentiate between right and wrong and to assess the need to inte rvene and protect what is valued. Without the proper knowledge, the nurse may be reckless and not know how to act to reach the valued objective. Also, having partial knowledge can lead to embarrassments and self-ridicule; a nurse boycotting against abortions in front of a hospital that does not perform elective abortions can be discrediting and will not bring any benefits to the abortion cause. Overcoming fears is also a defining attribute of courage. Per the literature review, to commit a courageous act, one must first overcome fears. Fears are a physiological response to threats causing a chemical reaction in the body that leads to the fight or flight response. This chemical reaction gets the body ready to act, however, the action that follows depends on the persons core values and ability to cope. If the fears are not overcome, then the action may be labeled as cowardice instead of courage. According to the Encyclopedia of Ethics (2001), Cowardice is the opposite of courage and is consider a vice in most cultures. Cowardice is failing to act properly because of fears, whereas, courage requires to control the emotion of fear and act appropriately in an given situation; and it rejects the idea that courage is the absence of fears (Encyclopedia of Ethics, 2001, p. 353-354). Aristotle mentioned that acts done without fear are not courageous acts, and the person that has no f ears is not courageous, but does not care and has lost love for life itself (Aristotle revised trans 2009. III.7). Model case A 59 year old Male is admitted to the telemetry unit on a Thursday night with complaints of chest pain, elevated cardiac enzymes, EKG changes, critical BUN and creatine levels, and electrolyte imbalances. The Cardiologist wants to do a cardiac angiogram, but the procedure is placed on hold due to the kidney function because the dye will further damage his kidneys. The nephrologist on consult sees the patient on Friday afternoon, diagnoses him with acute renal failure, and orders Intervention Radiology to place a Quinten catheter to start patient on hemodialysis as soon as possible. Intervention Radiology only take cases until five PM from Monday to Friday and close on the weekends. Because the order was placed on such late notice, the procedure will not be done until Monday. The nurse calls the Interventional Radiology manager to see if there is anyway that it can be done on Friday, but the manager is not able help. The attending physician is informed, he orders Cardiovascular surger y to be on consult for placement of the Quinten catheter. The cardiovascular surgeon states that the consult will be done in the late evening because the operating room cases take priority. The cardiologist then schedules the angiogram for Monday. At three pm the patient get diaphoretic and starts complaining of sever chest pain. Upon assessment, there are changes in the vital signs. The nurse orders a stat EKG and gives the patient morphine and nitroglycerin 0.5mg sublingual time three doses. The patient confirms alleviation of symptoms with the interventions. The cardiologist is informed, but states that the angiogram can not be done until the dialysis catheter gets placed. At five PM the patient has another episode of chest pain in which the above interventions are repeated and the patients pain level improves again. The cardiologist is informed again, but now he is infuriated over the phone call, and the answer remains the same. At six thirty PM the patient has a third episode of chest pain, but this time, the nurse senses panic in the patients eyes as the patient holds her hand and says Help me. The nurse then calls a rapid response to get the arrhythmia nurse and the MICCU nurse in the room. Then she goes over the cardio logist head and pages the cardiac fellow to come and evaluate the patient. Upon assessment, the cardiac fellow states If we do not do an angiogram now there will be no need for the kidneys. The patient is rushed to the angiogram and then transferred to the intensive care unit. While the patient is getting an angiogram, the nurse goes over the cardiovascular surgeons head and calls the head of surgery. The head surgeon sends the cardiovascular surgeon on call to place the dialysis catheter at the same time as the angiogram is being done. The nurse then proceeds to inform the nephrologist so that dialysis can be scheduled after the procedure. Two of the doctors were furious with the nurse, but the patients life was saved. This case represent the moral courage that nurses express on a daily bases to protect their patients, and their licenses. It also includes the defining attributes of courage. The nurse displays caring through her sense of responsibility and commitment to meet the patients health care needs. She does everything in her power to prevent the delay of care, from calling the Intervention Radiology manager in an attempt to accelerate the process, to going over two of the consulting physicians heads to increase the patients survival chance. The nurse caring attributes drive her to display courage and stand up for the patients right to live; even at the expense of potential failure. Knowledge is also displayed in the above case. The nurse uses her knowledge to examine the situation, then, base on this knowledge she decides to act. Her intuition and experience is telling her that the patient is having a myocardial infarct, and that something needs to be done promptly. The doctors on consult ar e not listening to her so she calls a rapid response to get nurses with more experience and knowledge in the room to assist. Then, base on her knowledge of the chain of command, she decides to call the cardiac fellow and the head surgeon to get help for the patient. Her knowledge of the situation reinforced her ability to overcome her fears. Overcoming fears is another defining attribute that is displayed in the case. The nurse has the knowledge to act, but still has to overcome the fears of angry co-workers and retaliation. She knows that bypassing the doctors will infuriate them and can have potential consequences for her career, but base on her professional knowledge, if she does not act, the patient will not make it through the night. The nurse then chooses her sense of duty to protect her patient over fear of angry co-workers. Contrary Case Continuing with the above case, when the patient holds the nurses hand and says help me, the nurse picks up on the patients panic, but does not know what to do. She already called the cardiologist twice and got yelled at for doing so. The nurse proceeds to tell the patient that she is doing everything in her power to help him, and that he has to wait for the cardiovascular surgeon to place the catheter. She then proceeds to give the patient more morphine and nitroglycerin. two hours later, the nurse received a phone call from central telemetry informing her that the patient is sustaining ventricular tachycardia. The nurse rushes to the room and finds the patient unconscious, she calls the code blue and starts resuscitation attempts. By the time the code blue team gets to the room the patient is in ventricular fibrillation. Further attempts to resuscitate the patient continues for twenty minutes, and then the patient gets pronounced death. The nurse may have the defining attribute of caring, but lacks the courage to do extraordinary measurement to save the patients life. The cardiologist had yelled at her for the continuous calling, and so, she is afraid to call again. Also the defining attribute of knowledge is lacking in this case. The nurse might know-base on her experiences-that the patient is in trouble, but she does not know how to help him. She might not know that there is a cardiac fellow on call or an arrhythmia nurse available to help, and so she does not intervene due to the lack of knowledge. The nurse is also not able to overcome her fears. She is to afraid to advocate for the patient, and call others for help. Even if she does not know about available resources, she can always resort to her manager or team leader for further assistance, but she does not do so for fear of demoralization and being labeled incompetent. Variables The antecedent variable that allows the concept of courage to occur is, the willingness to take risks to achieve the goal. Aristotles believed that courage is only a virtue when it is a deliberated choice, and any involuntary acts can not be considered courageous (Aristotle revised trans 2009. III. I). Pury and Hensel (2010) characterized courage as willingness, intentional, and deliberation acts (Pury and Hensel, 2010). Committing acts that are force upon can not be consider a virtue since there is no free will. The choice to act is motivated by confidence, which is another antecedent variable of courage. Through out the literature review, confidence seem to be interrelated with courage, and it is defined as a feeling of certainty; knowing that the action is the best choice. Having confidence facilitates the willingness to be courageous since a person is more likely to act if he/she is confident that the action will cause the best results. Aristotle believed that lacking confidence leads to cowardice, overconfidence leads to reckless acts, and having enough confidence base on knowledge leads to courageous acts (Aristotle, revised trans Version. 2009. III.7). A sense of duty is also an antecedent variable of courage. Courage is an action committed despite of fears. In order for the action to happen, there is got to be feelings of commitment and responsibility that inspires the action and makes taking a risk worthwhile. Lachman (2009) did a review of the nursing code of ethics provisions five to ten. In provision five, she talks about the moral duties that nurses owe to themselves and there patients. She states that commitment to moral ideas and living up to personal principals can facilitate moral courage (Lachman, 2009). A sense of duty is built in a subjects character, and the same goes for courage and any other virtue. Courage can be learned and built into the character through training and practice. Day (2010) described how courage is demonstrated through brave actions that evolve from the development of inner character (Day, 2010). To develop courage as part of the character one must refer to ones own moral values to revaluate what i s important and make positive changes. Then, one must practice these positive changes until it becomes a reflex and part of ones character. Nurses can develop a courageous character with some training. According to Aultman (2007), health care providers can learn to have moral courage through modeling and mentoring by having ethics committees, continuing of ethics education, and policy development updates (Aultman, 2007). Courageous actions can have positive effects on self esteem, It gives a feeling of adequacy, and self-respect. Wein (2007) explained how heroism gives meaning to a persons life and restores the morale. It provides with the feeling of making a contribution to the world, and feelings of self worth (Wein, 2007). Self-respect promotes independence and happiness, and gives nurses the moral courage to protect their patients (Lachman, 2009). Courage can also have a negative impact on self-esteem, depending on the outcome of the action. If it causes a negative outcome, it may provoke feelings of inadequacy and worthlessness. A nurse that advocates for a patient and gets negative results may feel incompetent and distressed, even when the action was the correct choice. Through out the literature review, there seems to be the misconceptions that courageous acts are only does that produce positive outcomes. Pury and Aultman did a qualitative study in 2010 to disprove this misconception, they pro vided one hundred and fifty two subjects a case scenario with four different endings. Some where successful endings, others where failure endings. They concluded that actions with unsuccessful outcome where still viewed as courageous, but where not praised as much as successful actions (Pury, and Aultman 2010). Courageous actions can lead to successful and unsuccessful outcomes, but that does not imply that the unsuccessful actions are less courageous. Having the courage to act regardless of the success of the outcome can provide with exposure to different situations and good learning experience. The nurse with a courageous character is more prone to get involved in a courageous action and learn from the experience. Empirical referents Currently tools to measure courage are qualitative in nature. Garon (2006) used a Narrative Analysis method to measure nurses resistance to abuse and ethical dilemmas. She analyzed the structure/content, patterns, and unique threads of the participants narratives to explore the phenomena of courage (Garon, 2006). Spence and Smythe (2007) used a similar method which involved collecting nursing narratives and analyzing them with the hermeneutic method. This methology examines the phenomena with the purpose of understanding in a thought provoking manner the relation of the phenomena within a social and historical context. (Spence,and Smythe 2007). Both methods facilitate the exploration of courage as a nursing skill through real nursing stories and experiences, but they do not provide statistics that can measure courage in nursing. Other methods where use to measure how the consensus perceives courage. Greitemeyer et al. (2006) used vignettes of different scenarios to measure the percep tion of civil courage versus helping behavior. In their second study they asked the subjects to write a story of a time when they had to act courageous, then they gave them a questioner about feelings and thoughts that they experienced before and during the act (Greitmeyer et al, 2006). This method seems more effective in measuring antecedents that lead to courageous acts, and could be transfer to nursing research to measure the reasoning behind nursing courage. Courage is a human character that can be measured through exploring the actual experience of the act itself. It is difficult to measure in numbers because it is subjective in nature. Every person experiences courage differently. Some are more willing to act due to their knowledge and experiences, where as others may not be as ready to act because of the lack of exposure to certain situations. Also, courageous acts can be perceived differently amongst individuals, depending on their culture and personal believes, a specific action may be perceived as courageous to some, but insignificant to others. Implications of Nursing Practice Without courage nurses would have no voice in society and as a profession. Thomas (2003) stated that courage is a necessary skill to be a successful nurse leader (Thomas, 2003). While Day (2010) stated that courage is necessary for every day nursing, from overcoming the fear of exposure to pathogens and emotional strains, to overcoming the fears of guilt for delaying a procedure when the patient is requiring additional information. (Day, 2010). More research needs to be done and more tools need to be identified to measure the phenomena of courage in nursing, and also to incorporate it as a nursing concept. Nurses need guidance to become more courageous and let their voices be heard. According to Thomas (2003), nurses can be trained the same way soldier are train for battle, by being exposed to simulated situations that reduces uncertainties, and increases the ability to control fears (Thomas, 2003). Simulated situations can be use in nursing schools to help students develop courage a nd prepare for leadership roles. A pilot study could be done to study the effect of courage training in nursing. Perhaps a nursing school can incorporate courage training as part of their leadership class and follow up with these students after they graduate to see if they are more assertive and successful than a control group. Also, more research studies need to be done on the effects of courage in patients. Wein (2007) stated that appealing to patients courage could be use as a therapeutic tool to improve the success of their recovery (Wein, 2007), but actual research studies-qualitative or quantitative-need to be done to support this theory. It can open many possibilities for researchers to develop tools to entice the patients courage, and create new therapies and resources that will assist with patients recovery. In conclusion, Many benefits can arise from resorting to courage for both patients and health care providers a like.