Madeliene Leininger

Nursing Theorist M. Leininger: Culture Care Theory Nursing Theorist Madeliene Leininger: Culture Care Theory Madeliene Leininger was born in Sutton, Nebraska in 1925. In her early life she lived with her brothers and sisters on her father’s farm. She received her high school education from Scholastica College. She furthered her education at the Catholic University of America in Washington, D. C. and then went to the University of Washington, Seattle. Upon completion of her education she became the first professional nurse to complete a PhD on anthropology. Due to the broader approach in her education, she became the first to bring knowledge of anthropology and nursing together to develop the concept of transcultural nursing as an area of study necessary in the nursing field. She developed the Culture Care Diversity and Universality Theory with special focus at culture care. To date, due to the uniqueness of her perspective this theory is used across the world. She developed the theory in 1978 when she established the first caring research conference in which she established the ethnonursing method of research. Leininger conducted the first transcultural study in the field of research in the 1960s while she lived in the Gadsup villages of the Eastern Highlands of New Guinea. After publishing her first book in the field of transcultural nursing, she established the first graduate program. In the study, Leininger focused at enhancing emic, generic and etic professional care through establishing their similarities and differences to prevent possible gaps and conflicting areas which are non therapeutic to clients. While her prowess in the field of nursing developed, she established the Transcultural Nursing Society as the organization that officially governed the new discipline. This was established in 1974. Afterwards, she established the first journal of transcultural nursing and became the editor. Due to her progressive performance in the discipline of transcultural nursing she has received many honors and outstanding awards. Her significant worldwide breakthrough in encouraging advancement of health discipline has lead to her nomination for a Nobel Prize. Based on the theory of Culture Care Diversity and Universality, Leininger tries to describe and predict similarities in nursing and inherent differences which are focused at human care and cultures. The theory pays no attention to medical symptom, diseases and treatment but focuses on the methods of approach to care that gives significance to the person to whom the care is given. The theory was developed in the 1950s and 1960s to give care to people with cultural differences in lifestyles and values. Training nurses in this field enables them to offer care suitable to the people being administered. Due to focus on client nurse interaction the approach places the client at a better position of receiving better care and attention than when the medical approach to care is adopted. The focus is wide enough to serve not only different needs of individual but also communities, groups, families and institutions (Andrews & Boyle, 2007). Her first model in Culture Care Theory is called the Sunrise Enabler which offers the conceptual framework and guides a systematic study to the varied dimensions of the theory. This model is distinct in that it identifies three activities which include identification of the goals of nursing by addressing client oriented practices; assessing cultural factors affecting the care to the client and making appropriate judgment about the situation; making decision about the measures to be taken and taking action as influenced by the cultural context. The model uses information attained through research that identifies areas of congruence between cultures and nursing care especially in cultural values, lifestyles and beliefs of the client. In Culture Care Theory, Leininger identifies client caring as the heart of nursing which is unique to the field. While priming this focus, she criticizes the other four nursing concepts of person, environment, nursing and health arguing that nursing is both a profession and discipline and therefore the term ‘nursing’ cannot adequately explain the phenomenon of nursing. She views the concept of nursing as made of compassion, interest and concern for people. In this, concept care becomes central activity, the dominant and distinct unifying factor. Secondly, she views culturally founded care as useful for good health progress even when a client faces challenges such as handicaps or even when sick to the level of death. Thirdly, the healing of a client is based on care that is culturally driven and that there is no cure without this nature of care. Fourthly, care that is based on culture is characterized by comprehensiveness of service delivery, which is holistic and offers explanation to the areas of commonness between the nursing care practices and the culture of the client (Huber, 2006). Leininger views client care as an activity that occurs within a cultural context. She argues that culture is universal and diverse. Due to this, care must adapt to specific patterns of behavior distinguishing each society from another. According to transcultural scholars culture is distinguished by behavioral issues that are explicitly different from another. Leininger defines culture as ‘the lifeways of an individual or a group with reference to values, beliefs, norms, patterns, and practices’ (Leininger 1997, 38). She says that culture is an entity of a group of people which is transmitted across generations or across groups of members of the community. Leininger also holds the view that in order for nursing care to be effective, there is need to consider the ethnohistorical factors of the client, which hold a great value when examined from the ethnocultural perspectives. The ethnohistorical factors help in understanding the environmental context which involves the sociopolitical, ecological and cultural setting. In order to effectively make use of the ethnohistory of a community she calls for proper understanding of past occurrences of an individual and community which in one way or another influences a people’s lifeways. All the environmental factors give sense to the overall meaning of nursing care. The components which influence the theory are represented in the diagram below; Educational factors Technological factors Religious & philosophical factors Kinship & Social factors Environmental Context, Language & ethnohistory Cultural values, beliefs and lifeways Political & Legal factors Economic factors Care expressions patterns & practices Holistic Health/illness and death In the center of care, expressions, patterns and practices is the holistic health or illness or death approach with special focus to individuals, families, groups, communities or institutions founded on generic care, nursing care practices and professional care practices. These three practices of care are closely influenced by different factors; 1. Technological factors: Technology has been an essential element in offering nursing care. Development of technology has enhanced efficiency in operations of nurses across the world. Similarly, the quality of services offered, as well as, the diversity has immensely improved. Application of modern technology enhances operations of nurses especially when the technology is developed in a manner that creates congruence with the cultural values of a particular society. However, if technology does not support the cultural values of clients’ society the nursing care offered may fail to succeed as required. Even when there is an attempt to form a congruence of the technology and cultural factors, there may exist differences within groups, individuals and families. 2. Religious or philosophical concepts: Understanding cultural values entrenched in the people’s religious practices is necessary to enhancing ethnocultural nursing care. Across the world people view religion as an integral part of their life and seek to form congruence between the religious values and care activities, provided there is room for effectiveness in enhancing a healthy society. In addition, philosophical concepts that exist within a society determine how the client responds to care. In some instances, the philosophical doctrine may help develop congruence between the culture and care but in other instances the aspects may act as a deterrent if active measures are not taken into consideration in identifying the inherent gaps and the people’s ideological foundation. Therefore, there is a need to study the philosophical elements of a culture in which the nursing care need is to be offered. 3. Environmental factors: These include social factors and kinship; cultural values, beliefs, and lifeways and political and legal factors. The social factors include the issues surrounding the families or members of the community in their day to day activities. These include activities such as rituals and nutritional values. These may act as either a boost to nursing care or a deterrent. For instance, some cultural social practices and beliefs may deter a certain group of a larger society from eating some nutritional components, such as animal proteins. In such situations understanding other essential nutritional components that would offer similar nutritional value and which is allowable within the society can be encouraged. This helps in avoiding conflict of nursing care practices and cultural values. While the cultural and social factors may be conducive in enhancing care, the political factors may act as a deterrent to effective nursing care. This challenge may be based on the policy development, which may encourage the society to practice certain aspects of care while preventing others. Policy development may be either based on the cultural values of a society or influenced by the ruling class. Understanding the disparity between the expected target situation in nursing care and the available opportunities in achieving such a target may be a breakthrough in overcoming political hurdles in the nursing care profession and discipline. 4. Economic factors: Delivery of proper nursing care is dependent on the economic potential of a family, community or group of people within a community or a nation. The activities conducted towards effective nursing care have financial implications, some of which might be beyond the capability of many clients. In this case, the target population may fail to access the nursing care services (Center for the Study of Multiculturalism and Health Care, 1994). In other cases, holistic care may be challenged by the degree of financial sacrifice that individuals may be able to make. The nursing care offered may only be relative to the people’s economic prowess and as a result meeting the care target may be challenging. The community or a nation may also be discouraged in offering the comprehensive nursing care, opting to channel the funds to other development activities. For instance, the ongoing United States comprehensive care debate is a response to a situation whereby only a few people are able to access comprehensive care, either culture care or otherwise, while the large group of the society remains unable to access the care (Leininger, 1991). The need for such comprehensive care has also raised queries on the increase of national spending. 5. Educational factors: The level of information available either to the clients or to the culture care specialists may influence the level of delivery of client care. Leininger argues that comprehensive research is necessary in providing information that would necessitate filling the gaps between the cultural values or other influencing factor and professional approach to nursing care. In a community where sufficient research is conducted to identify common areas of interest or similarities, the services offered would be in less conflict with the community’s cultural values and thus increase the possibility of holistic approach to client health. Similarly, the level of education of clients would influence the level of adherence to the nursing care practices, which would directly impact on the health of the individuals or community (Leininger, 1991). Increased levels of literacy in culture care among clients and nurses offer a common platform for nursing care service delivery. The culture care theory has to date stood out as the most widely used and established theory used by nurses world wide. According to research on the influence of the theory in development of the nursing profession, many nurses believe that the theory has made the highest level of break-through in enhancing health practices through the 20th century and even getting much more attention in the 21st century (Bolsher & Pharris, 2008). Leininger gives an example of the role that the approach played after the terrible terrorist attack of September 11, 2001 in United States. In the contemporary, there has been increased need to understand factors surrounding the motive behind increased hatred which has led to transcultural hatred and subsequent killing of innocent people. Due to this transcultural knowledge for use worldwide has been essential in the care and nursing profession. The theory has been applied in broader and holistic manner in efforts to discover and offers substantial care to clients of different cultures (Leininger, 1991). In advancing the field of research, the theory has provided a basis of research in the fast developing discipline of transcultural nursing. This research has been useful in enriching the discipline with content for which it is gradually transforming the field and profession of nursing. There is progressive change in the nursing practices and thus contributing to a healthier population across cultural divide. Notably so far, the information gained through transcultural research exceed the full use as nurses trained in this field continue to look for more ways of putting the concepts into practices. Interestingly, the theory is further being applied by other nursing theorist to advance a holistic approach to client health (Leininger, 1991). In conclusion, all the components influencing the quality of nursing care are based on the society’s cultural and social structural dimensions. This approach to nursing care puts Leininger at a very central position especially so through the theory of Culture Care Diversity and Universality. References Andrews, M. & Boyle, J. (2007). Transcultural concepts in nursing care. Lippincott Williams & Wilkins. Bolsher, S. & Pharris, M. (2008). Transforming Nursing Education: The Culturally Inclusive Environment. Springer Publishing Company. Center for the Study of Multiculturalism and Health Care. (1994). The journal of multicultural nursing & health: official journal of the Center for the Study of Multiculturalism and Health Care, Inc, Volumes 1-3. Riley Publications. Huber, D. (2006). Leadership and nursing care management. Elsevier Health Sciences. Leininger, M. (1991). Culture care diversity and universality: A theory ofnursing. New York: National League for Nursing Press. Leininger, M. (1997). Overview and reflection of the theory of culture care and the ethnonursing research method. Journal of Transcultural Nursing,8(2), 32-51.

Prop 34: the Death Penalty

The Death Penalty, also known as Capital Punishment is a world wide controversial issue. Should the death penalty be repealed and replaced with life imprisonment without possibility of parole? California voters on Tuesday rejected a ballot measure that would have repealed the state's death penalty. Supporters against Prop 34 claim that California is broke and taxpayers would pay at least $50,000 annually, giving lifetime healthcare and housing to killers who tortured, raped, and murdered children, cops, mothers and fathers. A yes on Prop. 4 states that no offenders would be sentenced to death under state law. Offenders who are currently under a sentence of death would be resentenced to life without the possibility of parole. The state would provide a total of $100 million in grants to local law enforcement agencies over the next four years. I strongly agree with a vote yes on Prop. 34. The death penalty isn’t an effective way to prevent or reduce a crime. Not only does this no t prevent future crimes and murders, but sometimes the death penalty is applied unfairly to innocent people.Evidence has shown that more than 100 innocent people have been sentenced to death in the United States and some have been executed. Prop. 34 means that the state of California will never execute an innocent person. Franky Carrillo was 16 when he was arrested and wrongly convicted of murder in Los Angeles; it took 20 years to show his innocence. Judge LaDoris Cordell, from Santa Clara said â€Å"If someone’s executed and later found innocent, we can’t go back. † I agree with this judge because what if later we find evidence that the offender is innocent there no way we can bring someone back to life.So then again who has the right to take the life of a human, when God is the one who decides when our time on earth has come to an end. Life without parole would be less expensive than the death penalty. California’s death penalty is too costly and is ha rdly used. Only 13 people have been executed since 1967 and no one since 2006. Prisoners are put to death row but die of old age before they make it to there punishment. We waste millions of tax dollars on special housing for these inmates, when they just sit around doing nothing.To me it makes more sense to keep a killer in a prison for the rest of his/her life until they die. An impartial study found California will save nearly $1 billion in five years if we replace the death penalty with life in prison without possibility of parole. The savings would come from eliminating lawyers’ fees and special death row housing. California is broke and Prop. 34 will save us money. We all know that killing another person is the most evil crime that one can commit.But it seems that our government is being hypocritical when it states that capital punishment is allowable because, after all, the criminal did murder an innocent victim, and therefore should be killed. This is known as the â⠂¬Å"eye for an eye, and tooth for a tooth theory. † Of course, if we used this system all the time, there would be no need for laws. The majority of countries in Western Europe, North America and South have abandoned capital punishment. Why is it that the United States remains a user of capital punishment?The death penalty is the ultimate cruel, inhuman and degrading punishment. It denies criminals their natural born right to life. The death penalty should be abolished because it has never been shown to lower crime rates or stop serial killers from killing. It costs far more to execute a person than to keep him or her in prison for life. Capital punishment is against the humanity, we can find other alternatives to it. As Voltaire once said, â€Å"It is better to risk saving a guilty man than to condemn an innocent one. †

Hunted – Creative Writing

It was a cold, wet, December night and Macauley Taylor was casually strolling down the long, dark, winding lane, on this way back from a tiring football practice. He could feel his legs aching as he walked, having been crudely taken out towards the end. He just wanted to get home. Suddenly, three men appeared out of nowhere, at the end of the road. Macauley recognised these three men. â€Å"This is bad,† he thought to himself as he tentatively stepped nearer to them. Relief. He had successfully waded his way past the little huddle the men had made, with all his bones intact. All of a sudden, there was a shout of, â€Å"Get him!† and Macauley had three huge figures gunning him down. He could smell their foul putrid breath behind him. He could taste the hate in the words billowing from their mouths. He was running as fast as his tender feet would carry him. A warehouse gradually came into view through the dank darkness. He ran towards it, making quick, unexpected changes in the direction he was going, hoping to shake one of his pursuers off. He did this successfully and, before long, had found an empty storage compartment and hid in there, hoping none of them had seen him. He heard the three of them walking around, shouting his name, telling him that if he came out now, it wouldn't be half as bad for him as it would be if they had to find him. He was praying they wouldn't find him, as he quite liked his legs how they were. With all the bones NOT BROKEN. He could tell they were moving further away from him, as their voices were getting more and more distant. He was wondering about maybe making an escape sooner, and risk getting caught, or later. He knew his mother would be getting extremely worried about him as he normally got home around an hour ago. He made his mind up. Get home. He moved soundlessly to the door of the compartment and moved his head around the door. Luckily, no one was close and he was able to slide out and find his way back onto the country road. He'd made it. Safety. Thanking his lucky stars, Macauley made his way up the road. *BANG* A gunshot hit the night sky like the crack of a whip. Macauley sank down his knees, not in pain, in pure shock. He could feel blood pouring down his back as if someone had poured a glass of water down the back of his top. His whole life flashed before his eyes like one of those old drive-in movies. He thought of the things he regretted; things that were said, things that weren't†¦ He wished his mum were there, just so he could tell her how much he loved her. Just once. He never showed her how much he meant to her. Swiftly, a bright, tunnel of light emerged in front of him. Standing at the entrance of the tunnel, was his Dad. The Dad: who had died a year before. The Dad: who Macauley had spent every night of the following six months crying for, begging him to come back, to not leave him. The Dad: who was Macauley's hero in every walk of life was now here. Standing right in front of him. He said to him, â€Å"Don't be scared, son, it's all all right now†. He cautiously tiptoed towards him, then ran, then sprinted in the direction of his idol. He reached the end of the tunnel, and with it, came the end of his life on Earth.

Business Event Managment Assignment Example | Topics and Well Written Essays - 5000 words

Business Event Managment - Assignment Example Different sponsors have come on board to showcase what they offer to the business environment making economic and financial sense. This career expo brings together potential employees who are basically the students and professionals from different industry sectors so that the right candidates can access employment opportunities by matching up the right talent with potential employers. Not forgetting investors who are willing to create job opportunities with people who have great ideas which have not been tapped yet thereby enhancing entrepreneurial culture. It’s important to note that in coming up with this event, there are four key departments that have been set up, each with different functions. In a way the event planning itself prepares the people involved who are basically the students in what happens in a normal business set up. Each department though independent, having different roles and responsibilities depends on the other departments to make sure that the event is successful, bringing in the aspect of interdependence within any organization. Without which, the event cannot be successful. The four departments and their functions are outlined below; Legal department- this ensures that the event to be held does not contravene the state laws and that all the procedures required in holding a career fair are met. This means that all the documentation necessary to hold an event must be acquired following the legislation of the state. Adherence must be followed to the latter. Specifically, this department will be required to acquire permits, licenses and approvals for the career fair. It’s also their responsibility to understand legal obligations, to identify and reduce any risk to occupational health and safety, not to just deal with the consequences. In addition, all suppliers for the event in form of sponsors, investors, exhibitors and any corporates coming on board on that particular day will be required have their own public

IT INFRASTRUCTURE Mayed Essay Example | Topics and Well Written Essays - 2000 words

IT INFRASTRUCTURE Mayed - Essay Example A Dow 30 corporation with over $120 billion within 2013 proceeds, Verizon makes use of a diverse labor force of 176,800. The system that has been studied is Green Computing at Verizon Wireless. The organization is faced by increased energy utilization, decreased effectiveness of its data centers, and reduced money saving. The transformation began within 2009 while measurements established that equipment utilized to power the company’s network took account of a noteworthy section of Verizon’s energy utilization. The workforce charged with examining the situation distinguished the prospective for huge savings in energy, as well as dollars. Then, there were no production benchmarks concerning the energy used by system equipment. There was a lot of talk within the communications industry, but nothing took place within most companies (Feng 2014:180). However, Verizon on this matter one of two workers charged with discovering the state of affairs and decided to make a change through green computing. Verizon stood out by making sure that suppliers augmented the effectiveness of their goods by twenty percent. The company was sufficiently big to manipulate the marketp lace and did not have to hang around for industry accord. Efficiently managing an information hub has been a predicament for some time for Verizon; on the other hand, the problem augments with the utilization of physical, as well as virtual machines within diverse environments. Verizon had to make use of green computing through server virtualization. This launches a completely novel globe of reserve mobility and development. Data center managing software is required to scale to decrease the complexity connected with virtualization-stimulated server slouch and allow the computerized, dynamic information center. In this line, Verizon Wireless is faced by key challenges, for instance, lack of skill, difficulty running

Technology in Correctional Facilities Term Paper

Technology in Correctional Facilities - Term Paper Example Technological prisons are designed in a manner in which violators or the offenders within the prisons are as well taken care of in terms of their behavioral checks and controls. It is obvious that the inmates would always resort to certain acts that would jeopardize the general security of both the fellow inmates and the correctional facilities (Vargas et al., 2011). The technology is then instituted in several broader paradigms to minimize injuries or other physical punishments. These actions limit the occurrence such violations thereby maximizing the overall security of both the inmates well as facilitating put that assist in the administration of the prisons (Stahl, 2006). To start with, the technology tends to offer a series of strategies that deal with social engineering. These among others include the removal of the violators’ targets within the prisons, which minimizes the opportunity for the inmates finding avenues to commit a crime. Secondly is making the violatorâ₠¬â„¢s target valueless. For instance, it aims at making the target of the intended offense quite unattractive hence reducing the desire of the inmates to interfere. Another revolves around the incapacitation of the offenders (United States.1994). These may include, restrainers, immobilizers, or containers that reduce the will or urge by the offender or incapacitates their ability to undertake an offending action. Another strategy includes the insulation of the offenders’’ targets on derailing the ability or accessibility on the offender's side to commit the offense. In this case, tranquilizers may be afforded to help suppress certain behaviors that are deemed quite aggressive such as the sexual drives that often cause sexual misbehaviors and offense-related courses (Stahl, 2006). Technology prisons against nontechnology prisons It is quite vital necessary to identify the difference between technology prisons and the prisons where there are many interactions between the correctional officers and the inmates are as unimpeachable as the application and the efficacy of the former. This emphasizes on the proper technology and the level in which it is applied.

Multiculturalism has had corrosive effects on society.' Discuss, Assignment

Multiculturalism has had corrosive effects on society.' Discuss, referring to examples from different parts of the world - Assignment Example Living in a multicultural society encompasses a number of things. First, people have to accept the ethnicities and races of the other people. Secondly, in a multicultural society, people need to embrace unity in diversity (Asfaw, 2008:23). This is where different groups accept their diversity but still work together with others. Lastly, a multicultural society involves immigrants from other countries and regions. There are some people that seek refuge in different parts of the world for a variety of reasons. It is better to live in a multicultural society which is welcoming and hospitable than one’s homeland that may not offer much. However, multiculturalism has numerous corrosive effects towards the society. This paper will argue that multiculturalism has brought more harm than good. Though there are some advantages in terms of diversity, peaceful living and peaceful coexistence, multiculturalism has affected some parts with the consequences being recorded beyond limit. Howev er, multiculturalism cannot be annihilated since it could be infringing the rights of some people. There are various corrosive aspects that have been heightened by the development of multicultural societies (Parekh, 2006:17). Some of these aspects are deeply rooted in the society and could lead to a deteriorated cultural setting. In many instances, there are some groups of people that emerge and are disadvantaged among the rest. According to statistics, the multicultural societies lead to cropping up of some groups that are not morally right. Though some people are of the opinion that these groups should be legalised, some people are critically opposed to this idea. For example, reports state that crimes rates have been increasing in Canada due to multicultural induction. Different groups have been cropping up and this has led to an increase in the crime rates. There is a similar record in the united state where there has been an increase in crime rates. This has been attributed to the increase in the number of immigrants in the countries (Cameron, 2011:3). In recent times, the United States government has instilled strict measures on the issue of immigrants participating in crimes. They are sentenced to stringent terms in jail as the regulations that have been imposed are to reduce the crime rates. Indeed, the multicultural society has seen deterioration in the normal routine in these countries. This has affected the moral way of the society where crime rates should be decreased. In many instances where multiculturalism has affected the moral behaviour of the society, many of the affected people’s lives are destabilised. Similarly, there is change in the way of life. Change in the morality of a person will definitely bring change into the normal activities, socialising culture and behaviour in the workplaces (Kivisto, 2008:19). Culture is withdrawn from communities hence bringing misconduct of children who are born in today’s generations and the y cannot be advised. In many instances, the young generation does not conform to the culture that is instilled by the old generation. The new generation does not follow the previous culture that has been cultivated by the older generation. In most cases, the new generation does not follow the culture that has been in the society for a long time. This is ultimately brought by the issue of the multiculturalism in the society. Many different cultures have their different norms and activities that are

Islamic Culture - Shari'ah Essay Example | Topics and Well Written Essays - 750 words

Islamic Culture - Shari'ah - Essay Example As this occurs, there become boundaries that are created between the Islamic culture and those from other cultures. The more in which Islamic culture is defined without looking at the details of the neighborhoods, the more that the Shari’ah can be attacked while Islamic believers are created in one group of oppression. The Shari’ah, or the ethical standards of Islamic belief are widely accepted by the culture. However, there are also different areas of cultural acceptance that are throughout the world. The differences are based first on the segments of Muslims that are included in the religion and culture because of the generational approaches, such as children growing up in an Islamic community. This is followed by various communities that have changed according to the cultural location, specifically used to adapt to the region. The diversity of Islamic believers furthers with the sects that are a part of the Islamic religion, including most which are divided by the be liefs of Islam and the opposition which has been created to determine the value of the Shari’ah and other formations. The differences with Islamic belief are even further defined with more fundamentalist actions of individuals which interpret the writings of the religion in a different manner (Castells, 2010). The large number of differences of those in the Islamic culture is indicative of diverse thought and beliefs toward the Shari’ah as well as other actions taken in relation to the beliefs of the culture and religious identity. The differences which are associated with the Islamic community are often not recognized by others who are more distant from the religious beliefs and the cultural applications. This creates a sense of defining every individual who practices the religion or which lives in the culture as Islamic. Even though some groups are oppressed and others have various viewpoints, there is still the belief that each practices and performs the same belief s. The attack of others that are not familiar with the boundaries and divisions of Islamic belief then leads to an attack of the Shari’ah, specifically because this is the one account which every Muslim practices and lives by. The basic ethical code specifically defines the ways in which one should treat another. The attack against a specific group then indicates that the approach to treating others in the same regard is expected with the Shari’ah. This leads to expectations that the Islamic culture is expected to act or react in this specific manner. As this occurs, there is a direct affiliation with the Shari’ah being the main complexity that is associated with the community, as opposed to it belonging to the various Islamic groups (Tibi, 2010). Even though this is the specific approach that is taken with the expectations of the Islamic culture, there is a direct understanding that the actions based on oppression of specific segments or with the reactions take n against cultures are not aligned with the Shari’ah. The Shari’ah is one which focuses on the actions taken toward one’s neighbor as being important with acting in kindness and justice. This is further defined with the explanations of how to treat one fairly and with respect as well as actions which are not accepted in terms of Islamic culture and law. These various outlines toward one’s neighbor become the defining point of the Shari’ah (Hashimi, 1997). When there is a sense of a part of the Islamic commu

Griswold v. Connecticut Research Paper Example | Topics and Well Written Essays - 1500 words

Griswold v. Connecticut - Research Paper Example In 1873, the government enacted law United States of American that among other things, prohibited people, even those in legal marriages, from using any kind of contraceptive. The laws were called the Comstock Law and had been in place until 1965. The Comstock law also prohibited physicians from giving advice or suggesting to their patients the use of such contraceptives. It also had many other clauses that related to moral issues including the use of the national postal service to send erotic materials, sex toys, and any other item that may be immoral. It prevented the use of any drug for purposes of contraception and prohibited the sale of such a drug or item. This law, was never enforced and by the early 1950s, Connecticut and Massachusetts were the only states in the USA that were still having the provisions of this law in their books of law. The Comstock law was to later be challenged by many people and the public outcry was big especially in the beginning of the 20th century. Up until the court repealed the Comstock law, doctors avoided the topic such as the publications of any research in such matters.

4 appeals ads analysis Essay Example | Topics and Well Written Essays - 750 words

4 appeals ads analysis - Essay Example The ad features a man licking on a woman's foot in a seductive fashion. There is a bottle of one of the varieties of Hugo's fragrances pictured. The advertisement reads, "Your Fragrance, Your Rules" (The Retiary Network, 2008, pg. 1). This advertisement is aimed at teenagers and young adults. It provokes an emotional response that, if you wear Hugo fragrances, this too can happen to you. Sex appeal was used in this advertisement to attract customers of reproductive age, as well as to make viewers feel like Hugo fragrances can bring them a mate. This advertisement is quite effective at triggering an emotional response utilizing sex appeal (The Retiary Network, 2008).The advertisement that was chosen for the fear appeal category is an anti-tobacco campaign advertisement. It features two photographs of a man: one where he appears healthy, normal, and having a good time and another where he appears swollen and very ill in a hospital bed dying of oral cancer. The advertisement reads, "The y fooled him. Don't let them fool you" and "With candy flavors and slick advertising, the smokeless tobacco industry has hooked over a million kids. Now they're trying to convince Congress to let them make misleading health claims about their products. Don't be fooled" (Tobacco Free Kids, 2008, pg. 1). This advertisement is directed towards both those who use tobacco in an attempt to get them to stop and towards those who do not to prevent them from ever starting in the first place. It is especially aimed at children and teens and those with voting power. The photographs are very effective at instilling shock and fear into a person and scaring him or her into avoiding tobacco. This advertisement was used to provoke the emotional response to think that, hey, that could happen to me, too and that the viewer should not use tobacco (Tobacco Free Kids, 2008). Humor The advertisement that was chosen for the humor appeal category is an M & M's advertisement. It features an M & M candy piece that is decorated to look like Burt Reynolds, who is grinning in a humorous fashion, dressed up like a cowboy, and leaning up against a truck. The whole idea of using humor here is to invoke the emotions associated with having a good time, laughing, and eating candy in order to convince viewers of all ages to go out and purchase M & M's candy. This particular advertisement was part of a campaign to get people to personalize their M & M's with their own messages. Through picturing a celebrity as an M & M, it provides a humorous character impersonation that is designed to get people of all ages-but especially adults-to take advantage of the offer to print their personalized messages on M & M's. Of the four advertisements that were chosen for this assignment, this one is probably the least effective at eliciting an emotional response, however (M&M's, 2008). Rational The advertisement that was chosen for the rational appeal category is a Hank's Beverages advertisement. The advertisement features a photograph of a sportscar and a beverage from Hank's and reads, "Only one of these is both rich and affordable. Genuine Hank's Beverages. A taste of the sweet life" (Allison Furkey, 2008, pg. 1). This advertisement was placed into the rational category because it invokes a sense of practicality. Everyone dreams of having that fancy sportscar, but here is a beverage everyone can actually afford. It also heightens the image of Hank's by portraying it as a fancy or

Write informations about river, Lake and SWAMPS Essay

Write informations about river, Lake and SWAMPS - Essay Example eks to unveil more information about these three main water masses, which are rivers, lakes and swamps besides organisms as well as plants that usually live in these water bodies. Rivers are the chief contributors in the hydrological cycle process (Weston, 2013). A river is a route of water that usually heads towards an ocean or lake. Rivers serve the responsibility of drawing water from the earth before draining it into lakes and seas (Weston, 2013). Apart from water, they also carry along millions of rocks, sediments and living organisms (Weston, 2013). Mainly, the latter rely on rivers as habitats because they cannot survive on dry land except in water. Rivers serve the purpose of regulating environmental processes by shaping continental landscapes through continuous flow, hence resulting to gradual erosion of valleys and plains (Weston, 2013). Rivers comprises of two categories, which are Perennial and Intermittent (Weston, 2013). Perennial carry water throughout the year without running dry while intermittent ones are seasonal. A river can be intermittent due to seasonal changes such as freezing during winter or running dry in summer (Weston, 2013). Some of the common lifeforms found in rivers include fish, dragonflies and snails. Rivers also act habitats for variued types of plants such as arrowheads, skunk cabbage and the blue vervain (National Park Service, 2014). Some plants survive under water while others submerge or just float. Other roles performed by rivers include used for generation of hydroelectric power, aiding varied process essential to human beings like running industrial process, irrigation and domestication of aquatic species meant for consumption like fish (Weston, 2013). These are large water masses enveloped by dry soil and in most case do not have any outlets. They usually comprise about 0.2 percent of the earth’s water (Dickerson, 2008). Most them vary in sizes ranging from those that are many hundred yards wide to dozens of miles

Explain Biblical Ideas About the Goodness of God Essay Example for Free

Explain Biblical Ideas About the Goodness of God Essay Throughout the bible the goodness of God is shown in many ways, the bible presents God as being morally perfect, and everything that he is or will ever be is also presented as morally perfect; The Bible presents God as benevolent, an all loving figure. It displays this in a number of ways throughout the Bible, the first and possible the most important way is in the first book of the Bible, Genesis. Genesis states that everything that God creates is â€Å"Very good†; When God created the world in the Genesis creation story he commanded various things. â€Å"And God said, Let there be light: and there was light, and God saw the light, that it was good: and God divided the light from the darkness â€Å". (Genesis 1:3-4). The authors of the bible when praising God do so because he provides reason for it. The creation of animals, plants and waters are all necessary for the sustainment of life, and religion, Be fruitful and multiply; fill the earth and subdue it; have dominion over the fish of the sea, over the birds of the air, and over every living thing that moves on the earth and God said, See, I have given you every herb that yields seed which is on the face of all the earth, and every tree whose fruit yields seed; to you it shall be for food. (Genesis 1:28-29). Some Christians believe that there is still goodness like God’s around us today in the form of stewardship. We look after our world to improve it so we can pass it on to the next generation. Another way in which the bible shows Gods goodness is; Christians believe that God’s goodness is shown in his son Jesus, and his sacrifice in the name of God. Jesus came to earth as God in human form, he done this to experience the lives of his people. God thought it was all well and good requesting people to follow rules but because he cares he wanted to experience the lives of his believers and the difficulties they incur so he sent Jesus. Jesus was the ideal of moral goodness for humanity; he displayed the right way in which people should treat each other and how to worship God, and this was recorded and passed onto future generations by it being retold in the bible, even today people can still read it and gain knowledge of Gods sacrifice. The form of good described in the bible is very different from Platos form of good; Platos form of good was perfect and it didnt exist on Earth it existed in the realm, making it a concept and not personal to anyone, Platos form of good doesnt take an interest in situations or in life, it just simply exists, where as the idea of Gods good in the bible focuses almost entirely on moral behaviour. It is concerned that humanity should be making the right choices to life by and always aims to be good. Plato’s form of the good is perfect, but because it doesn’t physically exist what ever goodness is on earth is only of copy of the ideal thus making it imperfect when it is practiced. So whatever you think you are doing is good, it is not. However God believes that everyone can be morally good thus living their lives accordingly. As soon as God creates humans he gives them rules of follow, they are to take responsibility for the earth he has created and not take from the tree of knowledge. This shows that he cares not for worship being their main duty, but he takes an interest in their lives. Gods goodness is also shown through his love in the bible, God gives humans free will, to make their own moral decisions but he clearly sets out what is right and what is wrong. However he doesn’t force them into obeying those rules, he is loving and lets them choose for themselves, this is an act of love. He knows that because he has made man in his image (Genesis 1:27) they are like God and they know what is expected of them. Even thought they haven’t been socialised they still know what is morally right. Plato would agree with this statement because he believes we all have knowledge of ideal forms from birth. God commands things to be good because he is omniscient and knows all. So everything that he commands will be perfect, good and loving.

A Brief History Of Marketing

A Brief History Of Marketing In some ways marketing is as old as civilization itself. You may have seen films based in ancient Greece or Rome with images of active market stalls and traders keenly engaged in convincing communications. Of course these traders would not have called their activities marketing and their activities may seem far removed from someone ordering airline tickets via a website. The concept of marketing that we now see has more to do with expansion during the industrial revolution of the 18th and 19th centuries. This was a period of rapid social change motivated by technological and scientific innovation (BBC history). One result was that for the first time the production of goods was separated from their consumption. Mass production, developing transport infrastructure and growing mass media meant that producers needed to, and could develop more refined ways of managing the distribution of goods. The production orientation era For much of the industrial revolution goods were generally limited and producers could sell pretty much all that they could produce, as long as people could afford to buy them. Their focus was therefore on production and distribution at the lowest possible cost and whatever marketing management that there was considered these issues (for example, reducing distribution costs, opening new markets). The sales orientation era From the begining of the twentieth century to the era following the Second World War (although the development was interrupted by the wars) competition increased and the focus of marketing turned to selling. Communications, advertising and branding started to become more important as corporations needed to sell the mounting outputs of production in an increasingly swarming market. Marketing was therefore still a slave to production, but focused on distribution, communication and persuading customers that one manufacturer goods were better than another. The marketing orientation era From the 1960s onwards most markets have become flooded (the size of the market remains the same). This means that there is now severe competition for customers. The refinement of marketing management has therefore evolved into what we now see in a modern marketing department. Marketers are involved at a strategic level within the organization and therefore inform an organization about what should be produced, where it should be sold, how much should be charged for it and how it should be communicated to consumers. Modern marketers research markets and consumers. They try to understand consumer needs (and potential needs) and allocate organizational resources properly to meet these needs. Modern marketers are mainly interested in brands. They are also increasingly concerned to ensure that employees understand marketing, i.e. that everyone within the organization involves themselves with marketing activities. Evolution of marketing It is hard for many to think, but when compared to economics, production and operations, accounting and other business areas, marketing is a moderately young discipline having emerged in the early 1900s. Prior to this time most issues that are now usually associated with marketing were either assumed to fall within basic concepts of economics (e.g., price setting was viewed as a simple supply/demand issue), advertising (well developed by 1900), or in most cases, simply not yet explored (e.g., customer purchase behavior, importance of distribution partners). Led by marketing scholars from several major universities, the development of marketing was in large part aggravated by the need to dissect in greater detail relationships and behaviors that existed between sellers and buyers. In particular, the study of marketing led sellers to recognize that adopting certain strategies and tactics could extensively benefit the seller/buyer relationship. In the old days of marketing (before the 1950s) this often meant identifying strategies and tactics for simply selling more products and services with little regard for what customers really wanted. Often this meant companies embraced a sell-as-much-as-we-can philosophy with little concern for building relationships for the long term. But starting in the 1950s, companies instigated to see that old ways of selling were wearing thin with customers. As competition grew rigid across most industries, organizations looked to the buyer side of the transaction for ways to progress. What they found was an emerging philosophy signifying that the key factor in successful marketing is understanding the needs of customers. This now famous Marketing Concept suggests marketing decisions should flow from initially knowing the customer and what they want. Only then should an organization commence the process of developing and marketing products and services. Three Eras of Marketing In the first era of marketing, we were presented with eye catching beauty in the surrounding background, which presented us with a certain calming effect; just what the marketing ploy needed. Then you noticed the colorful wide variety of assorted fruits that were available. You could stroll endlessly about, taking your time to decide what you wanted. There were no pushy salesmen, definitely no television ads, and most assuredly no harassing phone calls. In fact, it didnt take much more than a whisper of a suggestion to make the first marketing ploy work. It was simple, just tell the people they couldnt have the one thing that would allow them to know and have everything they ever wanted. What began as a small marketing ploy, snowballed throughout history, and I believe began the very first marketing era. The second era of marketing was easy to see coming. When the masses no longer sought out all that the market had to offer, it became clear that a new marketing era was forthcoming. Now was the time for the market to come to the consumer. A whole new range of strategies emerged amid declining sales. First there was the one on one, door-to-door marketing approach. While effective, it was a slow word of mouth process. It did not offer a quick response like the new profitable posters, or newspapers and magazine ads that followed. Even today, these marketing approaches continue, but by the time television and radio started selling advertising time, the marketing approach had again changed. Now advertisers could appeal not only to what the consumer needed and wanted, but to what they might want some day in the future. These avenues gave access to new marketing areas and ideas. This second marketing era gave people the ability to market things like houses, housing projects, and vacation res orts. Consumers no longer had to spend excess money on gas just to see what was available. In addition, college funds, burial arrangements and even retirement plans, were easily handled in the comfort o f your own home. Finally, we come to the third and final marketing era. Now, because of satellite and Internet capabilities, mass marketing is always available; weather you want it or not. It resounds in your ears from television, radio, billboards and the like. It is the first thing you see in the morning and the last thing you hear at night, before you turn of you television. In this present third marketing era, every vain imagination of man is marketed. It is not only marketed to those who have the money, but to those who have no money. They even direct their advertisements under age kids who have no money. The marketing strategies are so perverse now, they actually encouraged the under age and the low income classification of people, to lie and begin buying things on credit. Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can be defined as any media meant to reach a mass amount of people. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Electronic Media Advertising A television advertisement or television commercial-often just commercial or TV ad (US), or advert, commercial, advertisement or simply just ad (UK/US), or ad-film (India)-is a span of television programming produced and paid for by an organization that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to promote a wide variety of goods, services and ideas since the dawn of television. The USAs first television advertisement was broadcast July 1, 1941. The watchmaker Bulova paid $9 for a placement on New York station WNBT before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. The 20-second spot displayed a picture of a clock superimposed on a map of the United States, accompanied by the voice-over America runs on Bulova time. The first TV ad broadcast in the UK was on ITV on 21 September 1955, advertising Gibbs S.R Toothpaste. Rural Marketing In recent years, rural markets have acquired importance, as the overall growth of the economy has resulted into considerable increase in the purchasing power of the rural communities. On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing, has emerged. But often, rural marketing is confused with agricultural marketing the latter denotes marketing of produce of the rural areas to the urban consumers or industrial consumers, whereas rural marketing involves delivering manufactured or processed inputs or services to rural producers or consumers.

The Cfd Analysis Of Winglets Engineering Essay

The Cfd Analysis Of Winglets Engineering Essay In this interim report, I am going to talk about the topic of my project, aims of the project, tasks performed, project timeline, discussions and conclusions. The topic of my project is CFD ANALYSIS OF WINGLETS. When I decided to choose this project I had no idea about the winglets. Therefore, I have read a lot of about winglets. I needed to learn enough about them such as what they are, where they are used, how winglets work, why they are used in many aircrafts, how many types of winglets are there, which is the most used, winglets benefitsà ¢Ã¢â€š ¬Ã‚ ¦etc. These questions will be answered later. On section 2 aims and deliverables, I talk about what I could do in my project to be a brilliant project and what I have to do to achieve it. On section 3, I will attempt to explain what the winglets are, for that I post several images. Different types of winglets and their internal structure will be studied on the second and third point. On the next point, I talk about winglets dimensions and winglet airfoil. For that, an image is shown with a classic winglet design and three winglets airfoil are shown too. On point 3.5, winglets technology is explained. Finally, blended winglets (are the most popular winglets, as you can check later) features and benefits are explained. This is the section 3, analysis of tasks. A Gantt chart will be shown to check project timeline and progress to date. My interim report finishes with discussion and conclusions. 2. AIMS AND DELIVERABLES With my project, I will demonstrate winglets are tools that improve the aircrafts performance. For that, I will attempt to demonstrate winglets reduce the aerodynamic drag so fuel consumption goes down. I will analyze a wing with and without winglet and the creation of a vortex near at the wingtip could be checked. My knowledge  and skills are not very deep in fluent and gambit so I need to improve them. Thus, this improvement will also be an important objective. Three winglets airfoil will be analyzed in Gambit and Fluent and their results will be discussed with my supervisor. These winglets airfoil are shown on section 3.4.2. 3. ANALYSIS OF TASKS 3.1 WINGLET DEFINITION Winglets are vertical extensions of wingtips that improve an aircrafts fuel efficiency and cruising range. Designed as small airfoils, winglets reduced the aerodynamic drag associated with vortices that develop at the wingtips as the airplane moves through the air. By reducing wingtip drag, fuel consumption goes down and range is extended. Aircraft of all types and sizes are flying with winglets. From single-seat hang gliders and ultralights to global jumbo jets. Some aircraft are designed and manufactured with sleek upturned winglets that blend smoothly into the outer wing sections. The concept of winglets originated with a British aerodynamist in the late 1800s, but the idea remained on the drawing board until rekindled in the early 1970s by Dr. Richard Whitcomb when the price of aviation fuel increased. Fig.3.1.1: Vortex wingtip with and without winglet. Winglets reduce wingtip vortices, the twin tornados formed by the difference between the pressure on the upper surface of an airplanes wing and that on the lower surface. High pressure on the lower surface creates a natural airflow that makes its way to the wingtip and curls around it. Since the 1970s, when the price of aviation fuel began spiralling upward, airlines and aircraft manufactures have looked at many ways to improve the operating efficiency of their aircraft. Winglets have become one of the industrys most visible fuel saving technologies and their use continues to expand. Their main functions are: improved wing efficiency translates to more payload, reduced fuel consumption (about 4% in many flights when the distance to crossing is more than 1800 Km.), and a longer cruising range that can allow an air carrier to expand routes and destinations. The figures, reproduced below, are showing two images about winglets. Fig.3.1.2: The figure reproduced above shows winglets. Fig.3.1.3: Winglets in cars. With winglets aerodynamic drag goes down, so these components are often used in car industry. Winglets are used in cars of high range or even in formula 1. 3.2 TYPES OF WINGLETS In general any wingtips that not end the wing simply horizontally are considered as some kind of a winglet. Even though in strictly technical terms Wingtip Fences are not real extensions of the wing, and Raked Wingtips do not have a vertical part, they are still widely considered as winglet variants. We can distinguish three types of winglets: wingtip fences, blended winglets and raked wingtips. The differents types of winglets are explained showing  various  images  and commenting on  the  aircraft  in  which  they are  used. 3.2.1 WINGTIP FENCE They are a special variant of winglets that extend both upward and downward from the tip of the wing. Preferred by European plane-maker Airbus, it is featured on their full product range (except the A330/340 family and the future A350). The Airbus A300 was actually the first jet airliner to feature this kind of solution by default, but it was a very small version of the tool. Provided that most of the Airbus planes (including all A320 family jets) feature such wingtip fences, this may be the most seen and most produced winglet type. Even the new Airbus A380 double-decker features wingtip fences. Fig.3.2.1.1: Airbus Winglets as seen from the outsider. Fig.3.2.2.2: Airbus Winglets as seen from onboard. 3.2.2 BLENDED WINGLETS They are knowing as the real Winglets. They are the most popular winglet type, leveraged by Airbus, Boeing, Embraer and Bombardier but also by Russian Tupolev and Iljushin. Blended winglets were first introduced on the McDonnel Douglas MD-11 aircraft in 1990 with launch customer Finnair (it also features a smaller winglet at the bottom side of the wing). In contrast to Airbus who applies the wingtip fences by default on most of their aircraft (and the winglets on the A330/340 family),  blended winglets are considered by Boeing for example as an optional extra feature on their products, except for the Boeing 747-400. For some of the older Boeing jets (737 and 757) such blended winglets have been offered as an aftermarket retrofit, these are the newer, tall designs and do not connect to the tip of the wing with a sharp angle, but with a curve instead. These winglets are popular among airlines that fly these aircraft on medium/long haul routes as most of the real fuel savings material ize while cruising. Longer flights  mean longer cruising, thus larger fuel savings. And they also server as marketing surface for airline logos or web addresses usually. 141 ship sets have been pre-sold  already as the forecasted fuel avings  range  around  4%-6% for medium/long-range flights.  Airbus earlier tested similar blended winglets designed by Winglet Technology for the  A320  series, but determined that their benefits did not warrant further development and they stayed with the wingtip fences instead.  Aviation Partners Boeing  claims that winglets on 737s and 757s have saved a collective 1.2 billion gal. of fuel since they were introduced and 11.5 million tonnes of CO2 while reducing those types noise footprint by 6.5%.  It has sold winglets to 140 airlines and 95% of all 737NGs are fitted with them. Fig.3.2.2.1: Blended Winglets on Several Aircraft Types. 3.2.3 RAKED WINGTIPS They are the most recent winglet variants (they are probably better classified as special wings),  where the tip of the wing has a higher degree of sweep than the rest of the wing. They are widely referred to as winglets, but they are better described as  integrated wingtip extensions as they are (horizontal) additions to the existing wing, rather than the previously described (near) vertical solutions. The stated purpose of this additional feature is to improve  fuel economy, climb performance and to shorten take off field length. It does this in much the same way  as traditional winglets do. In testing by Boeing and NASA, raked wingtips have been shown to reduce drag by as much as 5.5%, as opposed to improvements of 3.5% to 4.5% from conventional winglets. Airliners to use raked wingtips: Boeing 747-8, Boeing 767-400ER, Boeing 777 (-200LR; -300ER; and freighter versions) plus the new Boeing 787 Dreamliner and the Airbus A350.  The 747-8, the 787 and the A350 will have spe cial, new kind of wings, which do not have a separate winglet, but have raked,  and  blended wingtips integrated without a sharp angle between the wing and the winglet. Fig.3.2.3.1: Raked Wingtips on the new Boeing 787 and Airbus A350. 3.2.4 WING VORTEX ELIMINATOR This is a special type of winglet. A type exists of winglet that is capable of neutralizing the vortex, this winglet is named Wing Vortex Eliminator, and consists of a pipe that canalizes the air mass that happens for the top of the wing, redirecting and avoiding that the air masses of the lower surface and upper surface come together of turbulent form. Fig.3.2.4.1: Wing vortex Eliminator. The following figure shows a summary with the types of winglets and different aircrafts where they are used. Fig.3.2.1: Types of winglets. 3.3 INTERNAL STRUCTURE OF A WINGLET Fig.3.3.1: Winglet structure. The winglets are aerodynamic surfaces, with an inner structure usually two beams (they are horizontal beams that cover the wings from the insert to the end), a pair of ribs (beams perpendicular to the previous ones to stiffen the structure), and two cloths or outer flat plates that bear the way out. Depending on the type of aircraft or manufacturer, these structures are half-metal or half metal composite material. Are embedded in the wing tip, integrating in their structure, so that only removed if a problem is detected or corrosion. 3.4 WINGLETS DIMENSIONS AND WINGLET AIRFOIL 3.4.1 DIMENSIONS When I have to built winglets for CFD analysis these dimensions will not be enough. I do not include more images because they are very big. I will need to check websites where I can see general dimensions of an aircraft such as Boeings or Airbus websites. Fig.3.4.1.1: Classic winglet design. 3.4.2 WINGLET AIRFOIL The winglet airfoil must be design with the following criteria in mind: * To minimize drag at low CL conditions.   * To design the winglet airfoil to be tolerant of low Re.   * To maximize tolerance to negative alpha. The images, reproduced below, show several winglets airfoil. Fig.3.4.2.1: winglet airfoil PSU-90-125WL. Fig.3.4.2.2: winglet airfoil E197. Fig.3.4.2.3: winglet airfoil MH 201. These winglets airfoil will be used in CFD analysis. 3.5 WINGLETS TECHNOLOGY Total pressure of an incompressible fluid is the sum of static and dynamic pressure. The laws of kinetic energy govern dynamic pressure. The difference in air pressure between the lower and upper surfaces of a wing causes the air to escape around the wingtip, which reduces the available lift or the aerodynamic drag increases. The motion of the air rushing around the wingtip causes a vortex to form near the wingtip. The tip vortices cause upwash and downwash air currents that alter the direction of the free stream flow around the wing. Fig.3.5.1: Vortex at the wingtip. When  an  air mass  is crossed  by  a  wing  that  air  mass  is  separated  into  two  streams: a stream  passes  through  the bottom  of the  wing and  the  other  stream  passes through  the top  of the  wing.  Both  meet at  the  trailing edge.  However, in  the wing tip  the same phenomenon,  but  unlike  the  previous  two  air flows  converge  before reaching  the  trailing edge  creating  a turbulence  so-called  vortex.   A vortex is created near the wingtip. Thus, it is necessary put a barrier at the wingtip. This is the concept of winglets. Winglet attracted to him the vortex and it is deflected far over the wing. Therefore, the aerodynamic drag is reduced. The winglet has a tip, just like a wing, so it also produces a tip vortex, albeit a much weaker one. The winglets tip vortex is located far above the airflow over the wing, thus it has a little influence on the airflow over the main wing. They look like vortex diffusers. The installation of well-designed winglets can improve the performance of an aircraft, however, the following aspects are critical: 1) The design must be strongly customized to each new configuration; 2) Winglets introduce additional weight; 3) They increase the wing root bending moment; 4) Efficiency is proportional to the lift coefficient; 5) They can alter the aerodynamics in critical regions (ailerons); 6) Winglets are expensive. 3.6 FEATURES AND BENEFITS 3.6.1 REDUCED ENGINE MAINTENANCE COSTS Better climb performance also allows lower thrust settings, thus extending engine life and reducing maintenance costs. REDUCING THRUST WILL: Slow EGT deterioration, which prolongs on-wing life between engine shop visits. Reduce fuel flow deterioration, which results in lower fuel burn. Lower maintenance costs by increasing time between shop visits (longer on-wing life). Takeoff thrust typically reduced by 3%. Cruise thrust typically reduced by 4%. Graphic 3.6.1.1 3.6.2 LOWER BLOCK FUEL Winglets lower drag and improve aerodynamic efficiency, thus reducing fuel burn. Depending on the missions you fly, blended winglets can improve cruise fuel mileage up to 6 percent, especially important during a time of rising fuel prices. They are saving a minimum of 4% on fuel and up to 6% on our longer flights. FUEL SAVINGS FOR CONVERTED FLEET As of mid-October 2006, Aviation Partners and Aviation Partners Boeing have equipped over  1,400 aircraft with Blended Winglets. They conservatively estimate that these aircraft are saving: 146,550,000 gallons per year. 401,507 gallons per day. 16,729 gallons per hour. 279 gallons per minute. 4.6 gallons per second. POTENTIAL ANNUAL FUEL SAVINGS PER AIRPLANE 737-700 Up to 110,000 gallons 737-800 Up to 130,000 gallons 737-900 Up to 150,000 gallons 737-300 Up to 100,000 gallons 757-200 Up to 300,000 gallons 767-300ER (PD Study) Up to 500,000 gallons Table 3.6.2.1: this table shows fuel saved in Boeing ´s airplane. 3.6.3 HIGHER INITIAL OPTIMAL CRUISE ALTITUDES Winglet equipped airplanes can achieve higher operational altitudes than the baseline non-winglet equipped airplane. This results in the following: Winglet equipped airplanes can achieve higher initial altitudes eliminating the requirement for initial level-off altitudes. Winglet equipped airplanes can achieve approximately 1,200 ft higher optimal altitudes than non-winglet equipped airplanes. Graphic 3.6.3.1 3.6.4 PERMANENT FUEL PRICE HEDGE With uncertainty in fuel supplies and the continuing increase in demand, the potential for higher fuel prices cannot be ignored. Consider the average customer for the following: Average Yearly Fuel Savings (gallons per year) Additional Savings for a $0.10 Increase in Price per Gallon 737-700 Up to 110,000 gallons Up to $11,000 per year 737-800 Up to 130,000 gallons Up to $13,000 per year 737-900 Up to 150,000 gallons Up to $15,000 per year 737-300 Up to 100,000 gallons Up to $10,000 per year 757-200 Up to 300,000 gallons Up to $30,000 per year 767-300ER (PD Study) Up to 500,000 gallons Up to $50,000 per year Table 3.6.4.1 3.6.5 INCREASED PAYLOAD / RANGE CAPACITY The addition of Aviation Partners Blended Winglets has demonstrated drag reduction in the 5 to 7% range that measurably increases range and fuel efficiency. In addition, the Blended Winglets allow commercial aircraft to take off from higher, hotter airports with increased payload. This enables you to fly farther nonstops or to complete shorter missions with greater payloads and fuel reserves. 3.6.6 ENVIRONMENTALLY FRIENDLY Winglets offer the opportunity not only to improve an airplanes operation performance but also its environmental performance. Airport Noise Levels can be dramatically affected with the installation of Winglets: Noise-affected area on takeoff reduced by 6.5 %. Take-off and approach certified noise levels are lowered. Emissions: Lower fuel burn also equates to reduced emissions. Up to a 6% reduction in CO2 and as much as a 8% reduction in NOx is possible. 3.6.7 IMPROVED TAKEOFF PERFORMANCE By allowing a steeper climb, winglets pay off in better takeoff performance, especially from obstacle-limited, high, hot, weight-limited, and/or noise-restricted airports. Performance Improved climb gradients increase 737-800 allowable takeoff weight (TOW). SOME EXAMPLES INCLUDE: Chicago-Midway: ~1,600 lb additional TOW. Lanzarote (Canary Islands): ~3,500 lb additional TOW. Albuquerque, Denver, and Salt Lake City: ~4,400 lb additional TOW. 4. PROJECT TIMELINE With the Gantt chart, you can see the tasks done to date and the future tasks. I will try to follow it and I hope to finish my project on April. As you can see, on the first weeks of my project I have been finding out information about winglets. The first two weeks, I answered two questions; what are the winglets? and what are their main function?. About tenth of November, I started to collect images of winglets and began to understand winglets technology. The following week, winglet design was studied. From my presentation, I made these tasks; airfoil winglets, types of winglets and features and benefits. From now, I have to do CFD analysis of winglets. I will start in 2-D with winglet airfoil and will finish in 3-D. Winglet airfoil will be imported into a data file to a gambit where the mesh geometry and boundary types will be created. Finally, a file .msh will be created in gambit and it will be exported to fluent where the winglet airfoil will be analyzed. The procedure is the same in 3-D, however the geometry of the aircraft will be set up in Solid Edge or Catia V5 and it will be exported to gambit. 5. DISCUSSION AND CONCLUSIONS As  you have  witnessed in  this  interim  report  the  winglets  improve the  performance of  an aircraft  by reducing  the  aerodynamic  drag  and therefore the  fuel  consumption decreases. However,  when  designing  winglets  we  should  take into  account  aspects  such as they are expensive or they increase the wing root bending moment. There are also  people who think  the  winglets  are  unnecessary and  break  up  the aesthetic  of the plane. There are several types of winglets and the blended winglet is the most popular winglet type. Features and benefits of blended winglet have been discussed (http://www.aviationpartnersboeing.com/index.html). In  these  first  few weeks of  work I have  tried to  to collect  enough information about winglets  and I  reported  about  how they work, because  they  break  the vortex  generated at  the  wingtip  vortex  and how it  is generated. I am  looking forward  to start my analysis with fluent and gambit, but my limited knowledge in CFD, stopped me. I feel I am ready to start working with fluent and gambit since these programs have been explained in class successfully.

Introductory speech Change in Thinking :: essays research papers

Change in thinking This is very long ago I worked as a part time teacher for 3 months back home in India. When I was doing my undergrad .This was part of a project work in the course work. There were 20 odd students in the class. But they are not at all good at studies. They used to skip the classes, use fowl language, never showed any kind of interest in listening to teachers or respecting them and what not. The principal of the school is fed up with their behavior and decided he is going to fail all the students. Here I was appointed as a mathematics teacher. I went as extra mile and requested the principal to give me a month, to see if I can bring any change in the students. The principal did accept my request. To start with it was very tough and challenging assignment. I did plan well and here how I executed the plan †¦ It starts this way I went to the class and spoke to the students Here is the deal I will help you out in passing your exams but you have to do what I will tell you guys to do. First week: You have to attend all the classes I am going to give D grade if you just attend the classes. Students felt good about the deal and started attending the classes. Second week: Now you can copy in the exams and I am going to give C grade. Students liked the deal. They did that. Third week: I said now I am going to give B grade if you do not copy from others, just write what you know. This time students liked it better. It motivated the students to participate in the class and started involving and showed lot of interest. Slowly but steadily they started doing well. After a month the principle decided to come to the class and check the performance of the students. Now we had one more deal, whenever I ask you a question (tables) whoever knows the answer raises your right hand. Whoever don’t know raise your left hand. And I am going to ask the person who has raised his right hand. The day has come, the principle came.

Analysis of the Television Show, Girlfriends Essay -- Girlfriends Medi

Analysis of the Television Show, Girlfriends The T.V show " Girlfriends" is very eye catching for young women between the ages of 16-35. It deals with girl related issues, for example: what am i going to wear on my first date, or do i look fat? These are some of the topics friends talk about. The show is based on four African American women who have been friends since early childhood, it takes place now in the present. The girls are in there mid-20's-early 30's. The characters names are Jone, Tony, Mya, and Lin. Some of the topics which they talk about include marrige, finnancial problems, legal issues, children, and fashion. Jone is a highly known attourney, Mya is Jone's secretary, Tony is a real estate agent, and Lin is a free soul. In the show Tony and Jone are having relationship problems, and Mya is envious of the new secretary that Jone has because she misses the relationship that her and Jone use to have between each other. Mya also loves the gossip in which her and Jone used to share, they share it now and then but not as frequent as they used to. Tony and her husband are having finnancial problems because her husband has gotten into a huge debt due to the fact that she is a very high matenance type of woman. Her wedding ring alone cost fifty thousand dollars, she believes that if he is poor then they cannot be together because she cannot live a poor life. After she finds out that they are very deep in debt she wants to file for a divorse. He makes her re...

Barn Owl Essay

Gwen Harwood’s, ‘Father and child’, is a two-part poem that tempers a child’s naivety to her matured, grown up attitude. Barn Owl presents a threshold in which the responder is able to witness the initiation of Gwen’s transition. The transformation is achieved through her didactical quest for wisdom, lead by her childhood naivety and is complimented through ‘nightfall’, where we see her fully maturate state. The importance of familial relationship and parental guidance is explored in father and child, as well as the contrasting views on mortality and death. Barn Owl depicts death as a shocking and violent occurrence while the second poem, nightfall, displays that death can be accepted, describing the cyclical and ephemeral nature of life. Relationships, especially with Gwen’s parents, act as a catalyst for her maturation and leave behind sustaining memories as shown in many of her poems. In Barn Owl, Gwen initially represents her father as being â€Å"robbed of power† and an â€Å"Old No-Sayer†. The neologism, â€Å"No-Sayer†, incites a thought within the readers mind, rendering an image of a child through the simplistic syntax, representing a childlike view of the world. The combination of the two quotes separates the child and father, showing that the child disregards her father’s authority, ultimately expressing her view of their connection. However, in progression with the poem, we realise that the father plays a major role in the guidance of Gwen’s childhood. This idea is represented when considering Gwen’s fathers presence after she had injured the owl. â€Å"my father reached my side, gave me the fallen gun†. The positional verb â€Å"side† emphasizes the truthful relationship between father and daughter, as he is providing solace and support for Gwen, in this time of realisation, death and accountability, in contrast to the image set by â€Å"old No-Sayer†. The significance of Gwen’s parents to her maturation is again reinforced when considering the dialogue, â€Å"End what you have begun†. It is an imperative command which refers to the process of her childhood development and carries with it the idea that maturation is inevitable and must occur as a part of life. Nightfall indicates similarity in terms of the significance of parental guidance. For example, when Gwen states that her father keeps â€Å" a child’s delight forever, in birds†¦Ã¢â‚¬  we notice that Gwen has a sustaining memory of an integral part of her life due to her father, the owl shot in Barn owl. A more literal example of the importance of parental guidance Gwen preaches is revealed in Gwen’s confession, â€Å"once quick to mischief, grown to learn what sorrows†¦no words, no tears can mend. † This reveals the effect her father has had on her. She has matured, become an adult and has become understanding of the ephemeral nature of life a key concept evident in many of Hardwoods poetry and affirms the importance of Gwen’s parents to her development of a child to an adult. In many of her poems, Gwen adumbrates to a certain extent, as to not fully reveal what is brewing, in order to allow the reader to consider for themselves and make judgments on the situations presented. In father and child, the foreshadowing leads to integral moments of Gwen’s life and communicates with the reader. Barn owl initiates with the symbolic compound word â€Å"Daybreak†, foreshadowing possibilities of experience and awakening. This notion of possibility changes to a sense of actuality when Stanza 3 (versus 2-5) not only adds dramatic suspense to the story but prefigures the momentous event that changed the child’s life, the killing of the owl and corresponding realization of death. For example, the metaphor â€Å"master of life and death† sets a grave tone and places tension and apprehension in the readers mind as we are evoked to contemplate what dangerous deeds will be committed. The synecdoche, â€Å"punish beak and claw,† represents the fact that the child can only see and focus on parts of the owl, symbolically denotes that the child is blind to the enormity of what she is about to do. The responder is hinted further, by this synecdoche, on what the persona is about to shoot This is a reflection of the child’s naivety and allows the reader to understand the impelling force urging her to steal her â€Å"father’s gun†, and to take this quest for wisdom, inherent childhood arrogance. Similarly in nightfall, Gwen prefigures a monumental moment of her life, the death of her father. The title of the poem â€Å"nightfall†, is the binary opposite to â€Å"Daybreak† and therefore assembles a thought in the readers mind of the opposite of coming alive, end of time, death. Gwen’s understanding of the inevitability of death is highlighted when she says â€Å"Now the season that seemed incredible is come†. This quote in combination with the constant links to nature, in particular â€Å"fruits† is symbolic of the season autumn, the falling of ripe fruit and can therefore be interpreted as the end of her father’s time on earth, Gwen’s poem, Father and child, represents the cyclical nature of life through the inevitability of consequence and growth. Paternal guidance and familial relationship is seen as a key catalyst to her maturation and increasing understanding and responsibility, reverberated in many of Gwen’s poems. The foreshadowing of significant events assists the responder in connecting with the poem. For example in Barn Owl, we come to understand that it was Gwen’s child naivety that led to her stealing her father’s gun and taking the life changing quest for wisdom.

King Lear Imagery

The seemingly loving and honest sisters, Generic and Reagan, and Starr son, Edmund, are In reality; evil, uncaring, deceitful beings, and clothing that symbolizes who a person Is, Is simply only an Illusion. Early on in the play, Learns two daughters, Generic and Reagan, appear to be very caring and are loving towards him, but with animal Imagery, their true nature is shown. When Lear tells his three daughter to profess their love to him (when he is dividing the kingdom) Generic and Reagan speak words of love and affection such as † Sir, I love you more than word can wield the matter,†¦ Beyond what can be valued, rich or rare,†¦ , when In reality, they do not possess the feelings they claim they have. Their appearance is that they are sincere, loyal and charming but the reality is the opposite. The two sister lie to their father to get what they want. They say what they know he wants to hear. It is only after Generic tries to force Lear to get rid of his men when he f inally starts to realism how uncaring they are. Lear even calls Generic a â€Å"Detested kite! â€Å", and that Is in fact what she is. Her and her sister lied and faked emotion to benefit them, â€Å"fed† off Lear as a vulture would to It's prey.Further Into the play, Lear completely realizes his daughters true evil nature, â€Å"†¦ How sharper than a serpent's tooth it is to have a thankless child. â€Å", again referring to them as unpleasant, vile animals. They took advantage of their father who was blinded by his ego to see the reality of who his daughters were. He mistook Generic and Reagan as the loving daughters, and Cornelia as the unloving one. Just because Cornelia did not play Learns love game, she was seen as the uncaring child. The reality of the daughters nature was swapped.These uses of animal Imagery help show what the woo, seemingly loving and affectionate sisters are actually Like. Deceitful, and cruel. Another way that the play shows false appeara nce is with clothing imagery. If a person wears extravagant, well-made clothing he is thought to be high society and is well respected. On the contrary, someone who wears ragged clothing is seen as useless, unimportant, and of low society. Lear was seen as powerful and respected, he was In fact the King, and wore luxurious robes and a fancy crown. In reality, he was not an intelligent man who was as powerful as he perceived himself to be.His loathing gave him that appearance, the illusion of power. When he had nothing, no kingdom, power, authority, or shelter, he still had the clothing, but he realizes that it now means nothing, â€Å"Through tattered clothes great vices do appear;' Robes and furred gowns hide all. Plate sin with gold,†¦ â€Å". In this quote Lear Is saying that poor people may appear to have weaker characters, but people Like him have this clothing clothing portray certain expected qualities of the wearer. Edgar, the son of Gloucester, knew of these societal perceptions and used them to his advantage.His Starr brother, Edmund, forges a letter of him plotting to kill his father. When his father learns of his apparent plan, he seeks to kill Edgar. To keep from being found and killed Edgar disguises himself as a Bedlam beggar, â€Å"†¦ Brought near to beast. My face I'll grime with filth,] Blanket my loins, elf all my hair in knots,] And with presented nakedness outface/ The winds and persecutions of the sky. † Since he drastically altered his appearance, and removed his clothes that represented who he is, no one will recognize and be able to kill him. This imagery shows Just how important and influential the clothing they wear are.Society associates specific appearances to specific people. If you have the look, you are what the look signifies. An illusion of importance or unimportance can be made depending on what clothes are draped. This imagery again explores the theme of appearance verses reality and shows the reader what reality is underneath the appearance. As well as the previous types of imagery enhanced the central theme, eye imagery is perhaps the most prominent. Eyes are what literally see what happens. It would be presumed that one could see the reality when it is happening before their eyes, but n King Lear this was not the case.As mentioned before, Generic and Reagan were also reality twisting children who deceived their father. Eye imagery is used to help covey the message that Lear is finally seeing the reality of his daughters when he says, â€Å"Pierce every sense thee! / Old fond eyes J Between this cause again, I'll pluck ye out. And cast you with the waters that you loose/ To temper clay. ‘ Yea, isn't come to this? Ha! Let it be so, I have another daughter/ Who I am sure is kind and comfortable. † He now has the idea that Generic and Reagan are the daughters that do not care for him, ND that it is, in fact, Cornelia that truly loves him.Edmund appears to all as a fine yo ung gentleman who is loyal and brave. In reality, Edmund is a cunning, devious, opportunist who will stop at nothing to please himself. Gloucester and many others are tricked by Edmunds appearance. What Gloucester does not see or refuse to see, is the hatred Edmund has for him because of his cavalier treatment of him. Edmund wants all control of Gloucester money and power. He fools both Edgar and Gloucester, destroying both of them, and turns them against each other. Only when Gloucester loses his physical sight does he see the reality of his two sons, â€Å"O my follies!Then Edgar was abused. Kind gods forgive me that, and prosper him! â€Å". He is told that Edmund was the one who ratted him out and that Edgar, all along, wasn't plotting to kill him. What appeared to him was Edmund was the honorable one and Edgar was the one turning against him, when in reality, it was the other way around. This type of imagery shows that what is seen is not always what it appears to be. These c haracters acted in a manner that made them appear to be who they are not, and even with sight, the reality was not seen immediately.To conclude, Shakespeare effectively used imagery in King Lear to help emphasis his theme of appearance verses reality, and how things are not always what they appear to be. The use of animal imagery to portray the true nature of the two and eye imagery of how things that can be physically seen, are not always what they appear to be, all further prove that reality can be completely different from the appearance. At first glance or impression, something can seem totally different than it's reality. Sometimes in order to see the truth, it takes more than Just seeing and believing what is right before your eyes.

Leading Supply Chain Turn Around

Five years ago, salespeople at Whirlpool said the company's supply chain staff were â€Å"sales disablers† Now, Whirlpool excels at getting the right product to the right place at the right time-while keeping inventory low. What made the difference? by Reuben C Slone a Supply Chain Turnaround ^ ^ eading T hings would be very different today-for me, my colleagues, and my company – if the votes of Whirlpool's North American leadership team had swung in a different direction on May 3,2001.It was a move I hadn't expected; Mike Todman, our executive vice president at the time, decided to go around the table and ask each member of his staff for a thumbs-up or thumbs-down on the investment that Paul Dittmann and I had just formally proposed. Did I look worried? I can't imagine I didn't, even though we'd spent hours in individual meetings with each of them, getting their ideas and buy-in. We thought we had everyone's support. But the facts remained: Our proposal had a bigger pr ice tag than any supply chain investment in the company's history. We were asking for tens of millions during a period of general belt-tightening.Some of it was slated for new hires, even as cutbacks were taking place elsewhere in the company. And Paul and I, the people doing the asking, were coming from the supply chain organization. Let me be clear: The supply chain organization was the part of the business that Whirlpool's salespeople were in the habit of calling the â€Å"sales disablers† in 2000. We were perpetually behind the eight ball, tying up too much capital in finished goods inventory – yet failing to provide the product availability our customers needed. Our availability hovered around 87%. Our colleagues grimly joked that in surveys on the delivery performance f the four biggest appliance manufacturers in the U. S. , we came in fifth. 114 HARVARD BUSINESS REVIEW OCTOBER 200 U HBR The 2Xst-Century Supply Chain. spotlight And here, with all the credibility that track record conferred on us, we were proposing an ambitious new suite of IT solutions – something, too, for which the company had little appetite. It had been just 20 months since Whirlpool North America had flipped the switch on a massive new ERP system, with less than desired effect. Normally, Whirlpool ships close to 70,000 appliances a day to North American customers.The day after we went live with SAP, we were able to ship about 2,000. A barrage of bad press followed. Even though the situation was soon righted (SAP remains a valued partner), the experience of being treated as a sort of poster child for ERP folly had left scars. So imagine our relief when we heard the first voice say â€Å"yes. † It was the executive who headed up sales to Sears. Paul and I looked anxiously to the next face, and the next. The heads of our KitchenAid, Whirlpool, and value brands followed suit-a watershed, given that the funding would have to come from their budgets.I could see that J. C. Anderson, my boss and senior vice president of operations, was happy, too. He had tried to voice his support at the beginning of the meeting, but Mike Todman had asked him to wait. Now that it was his turn to vote, he did it with a fiourish:†I am fully committed,†he said,†to moving our supply chain from a liability to a recognized competitive advantage. † Only after Todman had heard from everyone in the room – brands, sales, finance, human resources, and operations-did he cast his vote. costs. Sales had risen to record levels in 2000 as our launch of some nnovative products coincided with an uptick in housing starts. With the rest of the company chugging on all cylinders, there was only one thing holding us back: our supply chain. Jeff called me into his office and gave me a two-word order: â€Å"Fix it. † If that constitutes a mandate, we had one. But it was up to us to figure out what fixing the supply chain would entail. At the to p level, of course, it's a simple formulation: getting the right product to the right place at the right time – all the time. That gets complicated very quickly, however, when you consider the scale of the challenge.Whirlpool makes a diverse line of washers, dryers, refrigerators, dishwashers, and ovens, with manufacturing facilities in 13 countries. We sell those appliances in lOO countries, through retailers big and small and to the construction companies and developers that build new homes. In the United States alone, our logistics network consists of eight factory distribution centers, ten regional distribution centers, 60 local distribution centers, and nearly 20,000 retail and contract customers. M We needed to formulate a battle plan that would include new information technology, processes, roles, and talents.But before we could begin to imagine those, we needed to define our strategy. Looking to the future, what would it mean to be world-class in supply chain performa nce? The decision we made at this very early point in the process was, 1 think, a pivotal one. We decided that we could answer that question only by focusing on customer With that last yes, the tension broke, and everyone was requirements first. Our approach to developing our supsmiling and nodding. Paul and I had a sense of triumphply chain strategy would be to start with the last link-the but also trepidation.Because now, we knew, there could consumer-and proceed backward. be no excuses. We were on the hook to deliver some serious value. It's an obvious thought, isn't it? Fxcept that it wasn't. The overwhelming tendency in a manufacturing organization is to think about the supply chain as something Devising the Strategy that originates with the supply base and moves forward. It's understandable; This is the part of the chain over y responsibility at Whirlpool today is for the which the company has control. But the unfortunate performance of the global supply chain.But effect is th at supply chain initiatives typically run out of in 2001,1 was focused only on North America, steam before they get to their end point-and real point. and I was utterly new to the supply chain organization. Whether or not they make customers' lives easier be(I had come into the company a few years earlier to lead comes an afterthought. its e-business efforts. ) By contrast, Paul Dittmann, the vice president of supply chain strategy, was a Whirlpool vetUnderstanding Customers' Needs. If you start with the eran with a tenure spanning a quarter century. ustomer, the customer can't be an afterthought. The way I expressed this to my colleagues was to say,†Strategic relOur lots were cast together in October 2000 by Jeff Fetevance is all from the consumer back. † And conveniently, tig. Jeff is now Whirlpool's chairman and CEO, but at the we had new research to consult on the subject of contime he was president and COO – and he was good and sumer needs. Whirlpool and Sear s had recently engaged tired of hearing about spotty service and high logistics Boston Consulting Group to study consumers' desires Reuben E.Slone [email  protected] com) is the with regard to appliance delivery. The top-line finding vice president of Global Supply Chain at Whirlpool Corpo- was that people value what I call â€Å"delivery with integrity. † That is, your ability to get it there fast is important, but ration in Benton Harbor, Michigan. 116 HARVARD BUSINESS REVIEW Leading a Supply Chain Tux*naround not as important as your ability to get it there when you said you would. â€Å"Give a date, hit a date† is what they're asking for. This sounded familiar to me, coming from the automotive industry.In my previous position at General Motors, I'd been involved in several studies that emphasized the psychology of delivery date commitments. Identifying Trade Partners' Priorities. Moving upstream, we needed to understand the desires of our direct customers better. We conducted our own interviews to define requirements by segment. As well as looking at smaller retailers versus larger ones, we focused individually on Sears, Lowes, and Best Buy, our three biggest customers. And within the contract-builder market, we studied many subdivisions, from contract distributors and apartment developers to ingle-family-home builders. We asked about their overall availability requirements, their preferences in communicating with us, and what they would like to see along the lines of e-business. We asked about inventory management and how they might want Whirlpool to assist in it. In all, we discovered 27 different dimensions along which our performance was being judged, each varying in importance according to the customer. Benchmarking the Competition. Naturally, our customers' expectations and perceptions were shaped in large part by what others in our industry were doing.So we benchmarked our competitors-primarily GE, which was our biggest rival. We obt ained cross-industry information and competitive intelligence from AMR, Gartner, and Forrester Research to make sure we had a broad and objective assessment of supply chain capabilities. Then we mapped out what would be considered world-class (versus sufficient or transitional) performance for each of the 27 capabilities and how much it would cost us to reach that top level. It turned out that to prevail on every front would require a total investment of more than $85 million, which we knew wasn't feasible.It was time to get serious about priorities. Now that we had established the cost of world-beating performance, we asked ourselves: For each capability, what improvement could we accomplish at a low investOCTOBER 2004 ment level, and at a medium level? We quickly staked out the areas where a relatively small investment would yield supremacy, usually due to an existing strength. A few areas we simply decided to cede. Our plan was to meet or beat the competition in most areas, at mi nimum cost. Building for the Future. Strategy, of course, does not simply address the needs of the moment.It anticipates the challenges of the future. A final component of our supply chain strategy was identifying the probable range of future operating scenarios based on industry, economic, and technological trends. The point was to assure ourselves that our proposal was robust enough to withstand these various scenarios. To date, the planning has worked. Having set a course, we've been able to deal with situations we hadn't conceived of and to continue evolving in the same basic direction. Selling the Revolution I t's always a difficult decision-when to involve your internal customers in the planning of a major capital investment.Their time is scarce, and they typically 117 HBR T h e Spotlight Chain. don't want to be embroiled in the details of what you, after all, are getting paid to do. You must have your act together and have a solid plan to which they can respond. On the other hand, you can't be so far along in the process that you've become inflexible. You need to maintain a careful balance between seeking their guidance and selling your vision. Paul and 1 liked to think we had that mandate from Jeff Fettig to get the supply chain fixed. But it wasn't the kind of mandate that comes with a blank check.Like most well-managed companies, Whirlpool will not undertake a capital investment without a compelling business case. As a cost center in the company, we had to justify our project wholly on expense reductions and working capital improvements. Even if we believed that better product availability would boost sales, we couldn't count those chickens in the business case. We spent an enormous amount of time talking with the brand general managers and others who would be needed. They said they had nothing more to add. But we persisted. I remember telling Paul, â€Å"If they won't let us in the door, we'll go through the window.And if they lock the window, ther e's always the air vent†¦. † Along the way, we'd been particularly concerned about cherry-picking. We knew that, in a company of smart businesspeople, the first reaction to a multimillion-dollar price tag would be, â€Å"OK, what can I get for 80% of that total? † And indeed, from a project management standpoint, we knew it was important to break out each component of the plan into a stand-alone initiative, justified by its own business case. Yet we knew the whole thing came together as a sort of basket weave, with each part supporting and relying on multiple other parts.What helped here was our competitive analysis, in which we had plotted our capability levels against others'. We charted our current position against our number one competitor on each dimension valued by customers, then extrapolated to show how, depending on the level We staked out the areas where a relatively small investment would yield supremacy, usually due to an existing strength. affected by the changes we were proposing. The Japanese call this kind of consensus-building nemawashi (literally, it means â€Å"root binding†), and it is impossible to overstate its importance.Yet it is often neglected in the midst of a complex project. Note that, at the same time we needed to be meeting with key decision makers, we were also in the thick of the analysis and design of the solution. In those early months, the project needed leadership in two directions – the kind of work people typically refer to as needing a â€Å"Mr. Inside† and â€Å"Mr. Outside. † I made sure we had sufficient consulting resources for the inside work while Paul and I devoted 50% of our time to the outside work – interfacing with the trade, outside experts, and internal stakeholders.In our initial meetings with these key people, we'd essentially say, â€Å"Here's what we're doing. What do you think? â€Å"Typically,the executive would half pay attention, half blow us off . But we'd get some input. In a second meeting, we'd show how our work had evolved to incorporate their ideas and others'. Usually, we'd see more engagement at this point. By the time we were asking for a third meeting, reactions were mixed. People were more or less on board, but some felt another meeting wasn't 118 of investment, we could overtake that company or allow the gap to widen.Sure enough, the competitive instincts of our colleagues kicked in. No one wanted to fall behind. Getting Focused O ne of the earliest successes in the turnaround of Whirlpool's supply chain was the rollout of a new sales and operations planning (S&OP) process. Our previous planning environment had been inadequate. What passed for planning tools didn't go far beyond Excel spreadsheets. Now, we had the ability to pull together the long-term and short-term perspectives of marketing, sales, finance, and manufacturing and produce forecasts that all the participants could base their game plans on.We soon pushed our forecasting capability further by launching a CPFR pilot. The acronym stands for collaborative planning, forecasting, and replenishment, with the collaboration happening across different companies within a supply chain. The idea is straightforward. Traditionally, we forecast how many appliances we will sell through a trade partner (Sears, for example) to a given HARVARD BUSINESS REVIEW Leading a Supply Chain TumarouiuL market And at the same time, that trade partner develops its own forecast.Each of us has some information that the other lacks. With CPFR, we use a Web-based tool to share our forecasts (without sharing the sensitive data behind them), and we collaborate on the exceptions. As simple as it sounds, it isn't easy to pull off. But we have, and it's been a real home run. Within 30 days of launch, our forecast accuracy error was cut in half. Where we had close to 100% error (which isn't hard, given the small quantities involved in forecasting individual SKUs for specific warehouse locations), today we're at about 44% or 45%.To put this in perspective, a one-point improvement in forecast accuracy across the board reduces our total finished goods position by several million dollars. These were just two of many initiatives we launched in rapid succession after May 2001. A couple things were absolutely critical to keeping them all on track: a highly disciplined project management office and stringent performance metrics. The key was to think big but focus relentlessly on near-term deadlines. We organized the change effort into 30-day chunks, with three new capabilities, or business releases, rolling out monthly-some on the supply side, some on the demand side.The job of the project management office was to ensure the completion of projects on time, on budget, and on benefit. Paul oversaw this for me. Also keeping us honest were new metrics – and the man 1 brought in to enforce them. My colleague John Kerr, now general manager of quality for the North America division, was then in charge of Whirlpool's Six Sigma program. He's a real black belt when it comes to performance management. It took some persuading, aimed at both John and the North American leadership team, before he was freed up and allowed to dedicate himself to the supply chain turnaround.But we absolutely needed his data-driven perspective. When one of my team would say, â€Å"We need to take this action tofixthis issue,† John would always counter with,†Please show me the data that allowed you to draw that conclusion. † Were these demands sometimes a source of irritation? I'd be lying if 1 said they weren't. But they forced all of us to rebuild the metric â€Å"fact base† and hone our problem-solving skills. By the third quarter of 2001, we had already done a lot to stabilize product availability and reduce overall supply chain costs.And, after a challenging fourth quarter, we took a huge step forward by implementing a suite of software products from i2, which specializes in supply chain integration tools. That was in January 2002. Six months later. Whirlpool had historic low inventories and a sustained high service level. Before the year was out, we were delivering very near our target of 93% availability across ail brands and products. (Momentum has since carried us OCTOBER 2004 well into the mid-nineties. ) We delivered slightly more than promised by reducing finished goods working capital by 10% and improving total cost productivity by 5. 1%.Our customers were voicing their approval. By May 2002, a blind Internet survey given to our trade partners showed us to be â€Å"most improved,†Ã¢â‚¬ easiest to do business with,† and â€Å"most progressive. † I remember that after these results came out, our VP of sales said, â€Å"You're good nowbut more important, you're consistently good. † It was a turning point in the trade's perception of Whirlpool. Engaging Talent I ‘ve t ouched on the state-of-the-art technologies we've employed in our turnaround-the Web-based collaboration tools, the planning software, i2's rocket-science optimization-but let me correct any impression that this is a tory about technology. More than anything. Whirlpool's supply chain turnaround is a talent renaissance. It's sometimes hard for us to remember how demoralized this 3,000-person organization had become. In 2000, many people in supply chain roles had been with the company for years and had watched in frustration as competitors outspent and outperformed us. Part of the problem was the massive effort required by the ERP implementation. As an early adopter of enterprise systems in our industry (SAP and other vendors got their start with process-manufacturing concerns like industrial chemicals).Whirlpool had bitten off a lot. With limited attention and resources to spare, it put other projects on hold. We took our eye off the ball in supply chain innovation and fell behind. A s a newcomer, I tried to inject some fresh energy into the organization and give people a reason to be confident Paul Dittmann told me this project gave him a â€Å"second career wind. † He's a brilliant guy, with a PhD in operations research and industrial engineering, and suddenly, he had the opportunity to innovate in ways he had only dreamed of in his first 20 years at the company.Other people benefited from changes to how we develop, assess, and reward talent. With help from Michigan State University and the American Production and Inventory Control Society (APICS), we developed a supply chain â€Å"competency model. † This is essentially an outline of the skills required in a top-tier organization, the roles in which they should reside, and how they need to be developed over time. And we created a new banding system, which expanded the compensation levels in the organization. Now people can be rewarded for increasing their expertise even if they are not being pro moted into supervisory roles. 19 The 21st-century Supply Chain^ We also put a heavy emphasis on developing people's project management skills. Here, we relied on a model developed by the Project Management Institute (PMI), a sort of standard for assessing and enhancing an organization's project management capabilities. I wanted as many supply chain professionals as possible to become PMI-certified, and not just because of the glut of projects we were facing at the moment. My view is that project management's disciplined planning and execution is just as vital to ongoing operations management.After all, the only real difference between running an operation and running a project is the due date of the deliverable. Over time, my operating staff stopped dismissing project management as a lot of â€Å"overhead† from a former management consultant and car guy. Now they're the ones insisting on things like project charters and weekly project reviews. Meanwhile, we hired at least 13 new people on the business side and at least as many more on the information systems side, and I made sure that every one of them was top-notch.To fill out our project management ranks, we recruited young people from companies with strong supply chains and from premier operations-oriented MBA programs like Michigan State and the University of Tennessee. Perhaps we were lucky that our talent drive coincided with a downturn in the consulting industry. On the other hand, it might have been the excitement of a turnaround situation that drew the best and brightest to Whirlpool. Finally, I wasn't so arrogant as to believe that my senior team and 1 didn't need development ourselves. We assembled a supply chain advisory board and chartered its members to keep challenging us.The group includes academics Don Bowersox of Michigan State and Tom Mentzer of the University of Tennessee, and practitioners Ralph Drayer (the Procter & Gamble executive who pioneered Efficient Consumer Response) and La rry Sur (who mastered transportation and warehouse management in a long career at Schneider National and GENCO). Get a group like this together, and you can count on creative sparks flying. These experts keep us on our toes in a way no consulting firm could. Sustaining Momentum refrigerators, washing machines, and other products that appeal to a broad range of consumers.They are the equivalent of a supermarket's milk and eggs; running out of them has a disproportionately negative impact on customers' perceptions. We're now formulating a supply chain strategy that allows us to identify these SKUs across all of our trade partners in all of our channels and to ensure that the replenishment system for our regional warehouses keeps them in stock. That constitutes the â€Å"plan to sell† part of the program. At the same time, for our smallest-volume SKUs, we are taking out all the inventory and operating on a pure pull basis, with a new, more flexible build-toorder process. The inv entory avings on the small-volume SKUs helps offset the costs of stocking up on the highvolume SKUs. We're also working on the capability to set service levels by SKU. That is, instead of having one availability target for all our products, we are recognizing that some products are of greater strategic importance than others. Some of them, for instance, are more profitable. Some hold a unique place in our brand strategy. Again, it's easy to grasp the value of being able to vary service levels accordingly. But in a sprawling business like ours, shipping thousands of different SKUs daily, it's a very difficult thing to accomplish.We continue to develop new Web-based tools. Recently, we've been focused on system-to-system transactions, in which our system talks directly to a customer's system for purposes of transmitting orders, exchanging sales data, and even submitting and paying invoices. We've rolled out this capability with a number of trade partners over the past i8 months. At th e same time, we keep enhancing our Partner Store, which allows customers to check availability and place orders via the Internet. The site allows them to find near equivalents of models, for those times when a SKU is out of stock or retired. They can even find deals on obsolete inventory.By the time this article appears in print, we'll also have implemented event-management technology, which will allow us to be more on top of the movement of goods through the supply chain. An event manager provides an alert whenever an action in the process has taken place-for example, when a washer is loaded into a container in Schomdorf, when that container full of washers is loaded onto a ship in Rotterdam, when the ship departs, when the ship arrives, when the container is unloaded from the ship in Norfolk, when the container leaves the port via truck, and, finally, when the washer is unloaded at the Findlay, Ohio, warehouse.The result is that people's attention is directed to what needs to be d one. We'll also be further along in our application of HARVARD BUSINESS REVIEW T 120 hree years into the project now, we continue to assign ourselves and deliver three new capabilities per month. This doesn't get simpler over time, either. As I write this, for example, we're focused on something we call â€Å"Plan to Sell/Build to Order. † Here, the notion is that certain high-volume SKUs should never be out of stock. These are the heart-ofthe-line dishwashers. .l^ading a Supply Chain Turnaround ean techniques (usually associated with manufacturing operations) to our total supply chain. This involves using pull concepts and kanbanlike triggers to speed up processes, reduce inventory, and enhance customer service. On the Hoz4zon W hirlpool has much to show for its supply chain efforts. By the end of 2003, our product availability had reached over 93%, up from 88. 3% in 2001. (Today it's more than 95%. ) That allowed us to attain an order fill rate for key trade partners of ove r 96%. The number of days' worth of finished goods we were holding in inventory had dropped from 32. 8 to just 26.We drove freight and warehousing total cost productivity from 4% to 7. 2%. From 2002 to 2003, we lowered working capital by almost $100 million and supply chain costs by almost $20 million. Does all this add up to value in excess of the expense our leadership team approved? Absolutely. In fact, total payback on that original investment occurred within the first two years. Still, our work is far from finished. In October 2001, just months after we kicked off our turnaround, we were fortunate in that the new executive vice president brought in to run Whirlpool's North America region had deep supply chain knowledge.Dave Swift, who came to us from Kodak, believes strongly in the strategic importance of the supply chain both for building brands and for creating sustainable competitive advantage. Immediately after joining us, he elevated our sales and operations planning proce ss by personally chairing monthly executive S&OP meetings. These meetings have become the model for the company and the basis for much of our just-started global supply chain efforts. In the future, we'll face greater demands for end-toend accountability. We're already responsible for the resale of any returns. Soon we'll be accountable for the disassembly of products in Europe.It's only a matter of time before similar laws are enacted in the United States. And we'll be taking an even closer look at the design of the products themselves. If we can redesign a productOCTOBER 2004 make it in a smaller plant, make it with smaller parts, ship it in smaller pieces – we can dramatically affect supply chain economics. It's great to improve forecasts, optimize transportation, and speed up our processes with existing SKUs. But what if we could push the end stages of production closer to the consumer and get higher leverage from those SKUs? That's the kind of thing that can change the r ules of the game.It's a wonderful thing about our business: We have fierce competition all over the world, and on top of that we have very smart trade partners who deal with numerous other suppliers. We may be a white goods, big box supplier, but because our customers also buy electronics and apparel and so on, we're constantly being challenged by the benchmarks of other, more nimble industries. Technologies continue to evolve, channel power continues to shift, and the bar is constantly being raised. But I'm confident that the talent in Whirlpool's supply chain organization will be equal to it all. ^ Reprint RO4IOG To order, see page 159. 121