Competitive Strategy Assignment Example | Topics and Well Written Essays - 4250 words

Competitive Strategy - Assignment Example Most Waitrose stores are located in the upmarket areas of London, enjoying relatively prime areas compared to its competitors; a 1995 survey by Which? Magazine rated Waitrose as the most expensive supermarket chain based on its prime location. The price differences were influenced by its locations, with most of the chains being located at the Home Counties, Southern England, London and South-East England, which are among areas largely populated by middle to high-class customers (Williamson et al 2008, p.190). The business operates with the mission of making all its employees happy and a vision of dealing honestly with a customer to secure their trust in provision of high value services and a wide choice of products. John Lewis partnership largely deals in a wide range of products in addition to food products. The partnership has a good market command in dealing with a variety of merchandise that include household products, electrical gadgets , furnishing products, home based applianc es and devices, a wide range of fruits, beef and chicken products among other daily products, fashion ornaments and raiment, mushrooms among other numerous products (Bloomberg Business Week, 2011). Essentially, John Lewis partnership has something for everyone and strategizes to suit the needs of every customer, a strategy that has worked wonderfully in attracting and retaining its customers and as a critical strategy to the partnership. In addition to the above merchandise, John Lewis Partnership offers a relatively wide range of auxiliary services in insurance packages that range from pet insurance, wedding based insurance packages, travel insurance and life insurance covers to its employees (Rendall & Seth 2011, p.91). According to Finch, John Lewis partnership to achieve this end has elaborate plans to open more stores within and outside the UK market. This would be achieved by taking products as close to the customer as possible, and employing creative approaches that would hav e the partnership identify specific consumer needs and target them as precisely as possible. For instance, one of the strategies undertaken by John Lewis was to have consumers buy term insurance products directly over the internet and phone, with Greenbee, a direct services company being unveiled to undertake this innovation. This is aimed at ensuring customers have the same level of trust and confidence in their level of services as they have in consumer goods and foodstuffs (Money Marketing 2006, p.3). Waitrose, one of the major businesses under John Lewis was not affected by the recent recessions that greatly affected most businesses, but realised more than 11% growth at the same period (Finch, 2011). The impressive record as Finch observed beats John Lewis up market rivals such as Marks and Spencer, with high expectations of growth being projected in the future as the partnership lays its expansion plans to other markets. According to John Lewis Plc (2012, pp.4-5) the Partnershi p’s financial statement shows that its profitability reduced significantly in 2012 compared to 2011. In 2012, the company had an impressive performance with the partnership’s turnover increasing by 6.45% to ?8.73 billion, though the group’s operating profits fell by 8.9% to ?391.0 million. This led to a

Children are a Blessing from God

Children are a Blessing from God Many have heard of yuppies but have you heard of dinkies? The first type refers to those young urban professionals who are financially secured. Dinkies (double income but no kids) refer to those married couples having no intention or unwilling to have children. Look at nature birds, bees, trees, plants and all other living things created by God. Is there a specie that does not reproduce? Every Gods creature, even a single-celled amoeba, procreates for the survival of their specie. Yet why some married couples, capable of being parents, refused to have children? Freedom to travel and to enjoy life is a frequent answer. Other reasons include less expenses, less responsibilities and fewer problems in short less headaches. A few crudely replied, We simply dont like children as if they have never been children themselves. Some argue that the old Chinese saying, raising children to safeguard our old age, no longer applies as they saw the presence of neglected parents around. They are absolutely right. Bringing up children involves countless sacrifices and giving up many of lifes enjoyment. A parents responsibilities start from a childs conception onwards to adulthood and oftentimes beyond. From a purely economic viewpoint, investing the money spent in raising and educating a child could easily provide for a comfortable retirement. All these reasons centre on avoiding responsibility and maximizing enjoyment in life. Barring any justifiable reason, there is only one appropriate word to describe this self-centred attitude selfishness. The reason to raise and to sacrifice for our children can also be summarized simply in one word love the opposite of selfishness. Love for God, our Creator by following Christs teachings. Married couples should regard it as their proper mission to transmit human life and to educate their children; they should realize that they are thereby cooperating with the love of God the Creator. They will fulfill this duty with a sense of human and Christian responsibility. (CCC #2367) Love for our spouse, i.e. to bring forth the fruits of a sacred marriage. Fecundity (producing or capable of producing offspring) is a gift, an end of marriage, for conjugal love naturally tends to be fruitful. Children are the fruits of our love for our spouse and fulfillment of our marriage. The Catechism teaches A child does not come from outside as something added on to the mutual love of the spouses, but springs from the very heart of that mutual giving, as its fruit and fulfillment. (CCC #2379) Look at those who intentionally shrink from their responsibility of having children. They may look happy and carefree but can they really find joy in their lives? I felt sorry for a former colleague suffering from mid-life emotional problems. Adamantly, he ridiculed the formality of marriage and refused to have children. I wonder if his newest Mercedes limousine, latest audio-visual equipment, memories of world travel and investment portfolio could take the place of children Gods gift that he had refused in giving joy to him and his spouse. Danny, a friend who recovered fully from cancer, told me that the support of his wife and two daughters gave him the courage to withstand the rigors of chemotherapy and other pains. He praised God for the most precious gift, his children. As for those neglected parents in their old age, they have done their duties for God and for their children. Whether their children will fulfill their own towards their parents is another matter. In comforting neglected parents, my wife, Mary, explained, Consider the joy and happiness that your child had given to you as consolation for your past sacrifices and love. Be glad that you have done your duty. A child is not something owed to one, but is a gift. The supreme gift of marriage is a human person. However, those couples who did not receive this gift need not despair. (They) should unite themselves with the Lords Cross, the source of all spiritual fecundity. They can give expression to their generosity by adopting abandoned children or performing demanding services for others. (CCC#2379) Before receiving the gift of children at his old age, Abraham asked God, What will you give me for I continue childless?(Gen 15:2) Remember, sometimes God acts in a mysterious way. Spouses suffering from infertility may not realize that Gods gift comes in many ways and at different time. Instead of giving them children, He may have given other gifts. Have faith and follow His will. For those who are struggling to support large families, they can find solace in our Churchs teaching: Sacred Scripture and the Churchs traditional practice see in large families a sign of Gods blessing and the parents generosity (CCC#2373). Our children are indeed a blessing and a gift from God.

Essay --

Before 2003 there were six million people living peacefully and all of the sudden there were three million people displaced, 400,000 people dead, and one despot. This sudden change was due to the Darfur government killing the citizens of Darfur. It began in 2003 when two peacekeeping rebel groups challenged the Darfur government, accusing it of neglect. The government responded by killing and raping as many people they could making it a national genocide. A Genocide is the action of deliberately killing a group of people, specifically one certain ethnic group or religion. Darfur's government and the Janjaweed army have been devastating lives of the Darfurian people by destroying their homes and killing many Darfurians since the beginning of 2003. The Genocide has been said to have officially started on February 26, 2003 when a rebel group called DLF publically claimed that they had attacked Golo, Western Darfur. Even before the genocide had began there were several attacks on the Darfur government by rebel groups. For example, on February 25, 2002 the rebels attacked an army garrison on a mountain. This all started in Sudan, which is the largest country in Africa, located south of Egypt. Darfur is one of the eighteen states in Sudan is about the size of Texas. Darfur is broken up into five smaller states, which are West Darfur, Central Darfur, East Darfur, South Darfur, and North Darfur. Darfur is bordered by Chad, Libya, and Central African Republic. The Darfurians have not only been troubled by the government, but also by the lack of food and water. The rough and desert like terrain makes it hard to grow crops. The region is also very drought prone making it hard to grow crops too. The state of Darfur has about six mi ... ...e in that one shooting 136 men was killed. This incident happened in Garisla, an area south of Zingei, in Wadi Saleh. Darfur's government and the Janjaweed army have been devastating lives of the Darfurian people by destroying their homes and killing many Darfurians since the beginning of 2003. Darfur’s genocide has impacted the world greatly by warning people what could happen with a corrupt government. The current issue has put fear in everyone’s lives by making them think about every decision that the government is making. I believe that the current situation in Darfur is unfair for the people. Instead of living life, they are trying to survive. A newspaper has said that the â€Å"United Nations officials have characterized the situation as ‘the greatest humanitarian catastrophe ever.’† Everyday the Darfurians wake up thinking â€Å"will I see the sun rise tomorrow?†

Demand and Law of Demand Essay

Demand is the willingness and ability of buyer to purchase different quantities of a good at different prices during a specific period of time. By definition, the law of demand refers to: As the price of a good rises, quantity demanded of that good falls; as the price of a good falls, quantity demanded of that good rises, ceteris paribus. The Law of Demand states that people will buy more of a product at a lower price than at a higher price, if nothing changes. Besides that, it also states that at a lower price, more people can afford to buy more goods and more of an item more frequently, than they can at a higher price. Other then that, it also states that at lower prices, people tend to buy some goods as a substitute for others more expensive. There are four ways to represent The Law of Demand; 1. In wordsï ¼Å¡As price rises, quantity demand falls, ceteris paribus. 2. In symbols: P(price)↑Q(quantity)↓ 3. In a demand schedule 4. In a demand curve Explain supply and the law of supply.  By definition, supply is the willingness and ability of sellers to produce and offer to sell different quantities of a good at different prices during specific period of time. Law of Supply refer to: As the price of a good rises, the quantities supplied of the good rises; and as the price of a goods falls, the quantities of the good falls The Law of Supply states that at higher prices, producers are willing to offer more products for sale than at lower prices. Besides that, it also states that the supply increases as prices increase and decreases as prices decrease. Other then that, it states that those already in businesses will try to increase productions as a way of increasing profits. How market equilibrium is achieved? Market equilibrium is a condition under which the quantity supplied is equal to the quantity demanded; when a market is in equilibrium, there is no tendency for change. The equilibrium price is the price at which the quantity demanded is equal to the quantity supplied. Shortages occur when  price is below the equilibrium price; shortages cause the price to rise. Surpluses occur when price is above the equilibrium price; surpluses cause the price to fall.

Succubus on Top CHAPTER 6

One thing about working in a bookstore is you have immediate access to print media: Nocturnal Admission is a treat for the senses, one of those rare jewels that emerges from the dark obscurity of small clubs and restaurants. Of course, after last night's performance at the Verona, it's unlikely they'll be playing shoddy venues again. Nocturnal Admission is well on its way to becoming a household name – not only at the local level, but the national one as well. The opening staff and I oohed and aahed over the concert review in the Seattle Times, all of us clustering around the information desk, rereading our favorite quotes over and over. The writer had even provided a few words of Doug's bio – after several other lines praising his voice and onstage persona – adding that he worked at a â€Å"local bookstore.† We loved that; the nondescript reference almost made us feel like celebrities too. I let them chat on a bit longer, reveling in my own pride and pleasure for Doug, before finally breaking things up. â€Å"All right, kids, I hate to crack the whip, but I see customers at the door. â€Å" They dispersed reluctantly, but I saw Andy smirking when he thought I didn't notice him whispering something to Casey. The only word I caught was â€Å"whip.† Charming. One would think having a dominatrix reputation would at least make me a more formidable authority figure, rather than a source of ridicule. And today, I was the only authority figure. Paige was out sick again, so I had to unofficially work both her job and my own. At least the staff was in good form despite the late night, which made things easier. Casey seemed unaffected by last night, which I found remarkable. Maybe it was the resilience of youth. After drinking and smoking that much, I doubted I'd have been in as good a shape as she was – and I had the advantage of supernatural healing and recovery. My misgivings about Alec must have been premature, I decided, considering what a good mood she appeared to be in. She smiled every time I saw her during the day and was always ready with a friendly comment to customers and coworkers alike. When I stopped by to take something from a neighboring register, I heard a customer ask her if she knew offhand whether his books would total under twenty-five dollars or not. She flipped through the stack expertly and had an answer within ten seconds. â€Å"With tax, $26.57. Put this one back, and you'll be at $22.88. Closest you can get without going over.† â€Å"Did you do that all in your head?† I asked her later. Dimples showed in her pretty cheeks. â€Å"I'm an accounting major.† â€Å"Yeah, but my accountant sure as hell doesn't do my taxes in his head.† â€Å"Of course not. But this stuff's easy.† Doug came in at noon, much to the delight of the others. Practically strutting, he couldn't stop crowing about the review and kept asking me if I'd read such-and-such in the article. I had to assure him repeatedly that I'd read it all. Like Casey, he too acted untouched by last night's partying. He worked and bounced around with what was becoming his trademark energy. Compared to the two of them, I felt downright curmudgeonly, not to mention inadequate. Sheesh. What were immortality and shape-shifting next to superhuman computations and dazzling stage performances? When I returned from my lunch break, he practically sprinted up to me. â€Å"Kincaid, Kincaid – you gotta help me out.† â€Å"What's wrong?† He inclined his head toward one of the registers. Alec stood leaning against it, flirting with Casey. She smiled and nodded enthusiastically at something he said. â€Å"Alec came by to tell me he got us a major audition over at the Blue Gallery. We have got to go practice. Stat.† â€Å"Good grief. Slow down on the italics.† â€Å"Kincaid, I mean it! You have to cover for me. No one,ll know I left. These guys don't care, and Paige and Warren won't be in.† â€Å"How long do you need?† â€Å"The rest of the day.† â€Å"The rest of the – that's going to be over twelve hours for me! Besides, I can't close. I'm going to a play downtown.† Seth had just secured us some last minute tickets. â€Å"Then†¦stay as late as you can. Janice,ll handle closing.† I hesitated. Warren preferred that the manager or one of the assistant managers close, but Doug was right. Janice could handle it. â€Å"Kin -caid,† he begged. â€Å"Please. I need this. You know I do.† Doug had always been charming and irresistible. Something about him today particularly appealed to me. A master working another master, apparently. When I gave in to his pleas, he picked me up and spun me around in a most undignified way. Two minutes later, he and Alec left, and I settled in for a long day. When it finally neared its end, I felt certain the store would burn to the ground in my absence. Dragging myself away at last, I drove downtown, found parking, and sprinted into the theatre just as the lights were going down. Breathless, I slid into a seat between Seth and his thirteen-year-old niece Brandy. On the other side of him, Seth's brother and sister-in-law waved to me. Brandy grinned. She'd been shy the first time we met but now seemed to regard me as the older sister she didn't have. I adored her too. If Seth and I ever split up, I wasn't sure I was going to be able to handle keeping away from his family. â€Å"I didn't think you'd make it,† she told me, her features faintly discernible in the dim lighting. In days long past, people would have said she and her mother had â€Å"flaxen† hair, but no one really used that term anymore. Still, I always thought it appropriate when I saw that pale shade of gold. â€Å"Just making a fashionably late entrance,† I whispered back. â€Å"Remember that when you're older. It keeps men guessing. Once they start presuming anything, there's no living with them.† Brandy giggled. Seth only smiled, but his eyes radiated approval, as he assessed me. I wore wine-colored silk and had my hair in a French twist. His eyes, I'd long since discovered, could be as eloquent and expressive as his pen. The messages they sent me now hardly seemed decent for a public setting. He moved his hand over to cover mine, so that both rested on my thigh, and as the night progressed, I found myself thinking more about that hand placement than the excellent play. Afterward, he and I stood with his family in the lobby for a while, catching up. Terry and Andrea Mortensen were great people who always treated me with genuine kindness. From what I'd learned of Seth's antisocial habits, I think they regarded me as some sort of last hope for him. Brandy affirmed as much when she and I dashed to the restroom together. â€Å"Dad told Uncle Seth not to screw things up,† she informed me as we washed our hands. â€Å"He said even if Uncle Seth is famous, him getting a woman like you defies belief.† I laughed and smoothed down the skirt of my dress. â€Å"I don't know about that. I don't think your dad gives your uncle enough credit. â€Å" Brandy gave me a sage look, worthy of someone much older. â€Å"Uncle Seth spent last Valentine's Day at a library.† We returned to the lobby and spoke a bit more before Terry declared they needed to rescue the babysitter who'd been left with their other four daughters. Andrea touched my arm as they prepared to leave. â€Å"You're coming to Seth's birthday party, aren't you?† I looked at all of them in surprise. â€Å"When is it?† â€Å"Thanksgiving. They fall on the same day every once in a while.† â€Å"It's a good ploy to get turkey and presents,† remarked Terry. He was shorter and more clean-shaven than Seth but otherwise bore a fair resemblance to his older brother. â€Å"I didn't even know it was coming up.† I shot Seth an accusing look. â€Å"I forgot.† For anyone else, that would probably have been a lie, but I believed him. â€Å"So you'll be there?† Andrea again gave me the impression they were desperate to foster Seth's love life. I could have probably negotiated a stipend for showing up. â€Å"With bells on.† Seth and I went back to his place this time. I shape-shifted into my favorite pajamas – flannel pants and a cami – and crawled into bed with him. His bed was bigger than mine and had a feather duvet, as well as a teddy bear named Damocles who wore a University of Chicago T-shirt. Still a little wound up, we talked in the dark about Emerald City for a while, then moved on to books in general. We had a vast array of familiar literature in our repertoire, and we jumped around authors and genres. We both admired Toni Morrison and Tennessee Williams. Neither of us could get through Anna Karenina. Seth hated Jane Austen, whom I adored. As we debated back and forth, I was relieved to be reminded we truly did have a lot in common. Sex was not the only thing between us, even if it was the only thing that stood between us. At some point in the literary discussion, I began to drift off. The long day had worn me out, and sleep felt luxurious. Seth seemed tired too. He and I drew close, lying on our sides, legs touching. Random thoughts whispered in my head as unconsciousness tugged at me. How Aubrey was doing. Whether Paige's baby would be a boy or a girl. If Bastien was any closer to bedding Dana. How in the world Doug's band had become so amazing so quickly. I opened my eyes a couple hours later, uncertain what had woken me. One of those weird, unseen things that suddenly break you out of sleep, I guessed. Quiet darkness still enveloped us with no sign of morning in sight. A little moonlight filtered inside, casting funny shadows around the desk and other bedroom furniture. Unlike my place in Queen Anne, car traffic here dropped off at night, so I heard only the sound of breathing and electrical humming. Then I noticed that Seth and I had moved our bodies even nearer than before. Our legs wrapped around each other pretzel-style, our arms kept us close together. His scent flooded my nose. As my eyes adjusted, I noticed his were open as well. Intense pools of darkness. He was watching me. Still a little sleepy, I moved my hand up to his neck, twining my fingers in his hair, drawing my face closer to his. His hand rested on the small of my back where the tank top rose away from my flannel pajama bottoms. He touched the skin there just as he had at the concert, his hand sliding toward my side, tracing the curve of my hip before running toward my thigh. The fingers that beat such a steady tattoo on computer keys were as delicate as feathers on me. My eyes never left his as we touched each other, and I swore I could hear my heart thundering in my ears. Then, despite some screaming voice in the back of my foggy brain, I pushed my mouth toward his and kissed him. Our lips were tentative at first, as though surprised they had gotten this far. We tasted each other, slowly and gently. His hand on the back of my thigh slid upward, and something about shy Seth Mortensen stroking my ass sent a thrill through me. A soft exhalation lodged in my throat, and as my tongue explored past his lips, seeking more, he suddenly pushed me onto my back with an urgency that I think astonished both of us. His other hand slid up under my shirt and cupped the bottom of a breast, and through his boxers, I could tell that more than just his hands and lips wanted this to progress. Then, ever so slightly, I felt something else. A slight tingling. Angel-fine tendrils of prickly bliss slowly snaking through me, wrapping around me. Exhilarating. Better than any intoxicant I'd ever experienced. Pure life, pure energy. It was delicious and tantalizing, another dimension of the physical pleasure we stood on the brink of. The fact that it was Seth's was even more alluring. It had his unique essence written all over it. I wanted to dive into it, close my eyes and forget all about being responsible while that sweetness filled me. But I couldn't. My resolve was weakening by the second, true, but I was still holding on. Barely. I broke the kiss reluctantly, trying to muster my strength and move away from him. At the first sign of my struggle, he immediately let me go. â€Å"I – I'm sorry,† I said, sitting up and putting my face in my hands. I rubbed my eyes as though waking from a dream, which in a manner of speaking, I was. â€Å"We can't. It†¦it started†¦Ã¢â‚¬  â€Å"Just from kissing.† It was a statement, his voice coming out husky with desire and sleepiness†¦and regret. He knew better than most how lethal a passionate kiss could be; I'd almost killed him the last time. Of course, that had been an exceptional situation, and my near-death state had sucked away much more than a deep kiss normally would. â€Å"Just from kissing,† I repeated bleakly. It didn't take intercourse for one person to give themselves up to another. There were no loopholes in this game. Tense silence crept in around us until Seth sat up as well and shifted his body away from mine. I could hear genuine pain and guilt when he spoke again. â€Å"I'm sorry about that. I don't know†¦meant to have better control. But I just sort of woke up†¦and I was half-asleep†¦and then†¦Ã¢â‚¬  â€Å"I know,† I whispered into the darkness. â€Å"I know. And I'm sorry too.† More silence. â€Å"I guess,† he finally said, â€Å"I should go sleep on the couch†¦Ã¢â‚¬  I closed my eyes, feeling terrible but knowing he was right. We'd been playing with fire by fooling around with this chaste-sleeping thing. It was a wonder something bad hadn't happened sooner. The more it sunk in, the more I realized how much damage I could have caused. Hell, how much damage had I caused already by taking those few drops of life from him? A week off his lifespan? A few days? Even one minute would have been too much. Bitterness – at the world, not him – dripped from my voice when I spoke. â€Å"No. I'll take the couch. We're at your place.† â€Å"Whatever. Leave me some remnant of chivalry.† I didn't say anything, and we sat once more in awkward silence. A hundred questions hung in the air between us, but neither of us could broach them. Both our faults. When an emotional situation turned uncomfortable, I had a tendency to run from it or pretend it wasn't happening. And while Seth wouldn't exactly run away, he wouldn't initiate the dialogue needed to explore something like this. So we continued sitting there. At last, he stood up. â€Å"I'm sorry. Sorry for what I did.† He blamed himself, which was typical of him but not fair, especially since I had technically touched him first. I should have said something then, told him it wasn't all his fault. But the words stuck on my tongue, held up by my own confused feelings. After a few more moments, he left for the living room. I lay back down, Damocles in my arms, but slept badly the rest of the night. When morning came, Seth and I ate breakfast in more tense silence – he'd finally made my pancakes – broken only occasionally by stiff small talk. We then went to the bookstore together, parting ways quickly. I hardly saw him the rest of the day. Bastien was in the city for some reason or another that night, so he picked me up later and drove me over to his place for the ridiculous heist at Dana's. When I saw the post-sex energy wreathing him, I knew what had brought him downtown. â€Å"Don't you get tired of getting laid every day?† I asked him, wishing I could have gotten laid last night. â€Å"I'm going to pretend you didn't actually just ask that, Fleur .†He then proceeded to ramble on about his various Dana sightings in the last few days, how chummy they were getting, how it could only be a matter of time before the inevitable. When I didn't really respond, he cut me a sidelong glance. â€Å"What's the matter with you? You look miserable.† I sighed. â€Å"I kissed Seth last night.† â€Å"And?† â€Å"And what?† â€Å"What else happened?† â€Å"Well†¦nothing. I mean, a little groping here and there, but that's it.† â€Å"So?† â€Å"So, I shouldn't have done it.† A dismissive look crossed his face. â€Å"A kiss is nothing. It's not like you gave him a blow job or anything.† â€Å"Good lord, you're crass.† â€Å"Don't act like I offended your delicate sensibilities. And you know what I'm talking about.† â€Å"Doesn't matter. I was weak. I got some of his energy from that.† † Fleur , I love you as much as I've ever managed to love anybody, but this whole thing is absurd. You're never going to be happy until you've fucked this guy, so just get it over with. It'll take away the whole forbidden attraction and allow both of you to get on with your lives. â€Å" â€Å"‘Get on with our lives?' What's that supposed to mean?† I asked sharply. â€Å"I mean half the reason you guys are so infatuated with each other is because you can't have each other. It's not love, but it is a normal human reaction, a catalyst for physical attraction.† He paused and considered. â€Å"Your maniacal obsession with his books might also be a factor.† â€Å"That's not true. None of that's true at all. Well, I mean, those books are good enough to be the basis of a religion, but that's not the same thing. That's not why I†¦Ã¢â‚¬  Love him? Hell. I still didn't know if I did or not. I wasn't even sure what love was after all this time. Bastien shook his head, not believing me but not wanting to argue either. â€Å"Fine. Keep going with this. I still think you should fuck him, though. Even if it doesn't make you both realize you're better off apart, it'll at least remove one source of tension between you and maybe let you attempt some sort of normal dysfunctional relationship.† I stared bleakly into space. â€Å"I can't. Not even one night. It'd take years off his life. I couldn't live with myself.† â€Å"Bah. Only a handful of years at most. What's that? Besides, men have done stupider things for sex – with women they don't even really like. If he really does love you, he might think it's a fair trade.† I shuddered. I didn't think it was fair at all, but he was right about the silly things men would do for sex. I'd seen and initiated plenty of them. We finally gave up both sides of the argument when we pulled into his driveway. The clock was ticking, and we had to start this operation. Bastien had watched Dana and Bill drive off earlier, and their teenage son had gone down the street to stay at a friend's house. Shifting to be invisible to mortal eyes, Bastien and I crept out the back of his house and scaled the fence into Dana's yard. It sort of made me feel like I was in a spy movie; I half wished we could crawl under some motion-detecting lasers. â€Å"They have a security system,† I whispered to Bastien as I watched him pick the back door's lock. More useful skills gleaned from long centuries. â€Å"Being invisible isn't going to deactivate it. â€Å" â€Å"No problem. I've done some invisible reconnaissance. I know the code.† Sure enough, he punched it into the console once we were in the house, and the readout's red light turned green. We started in the Dailey office, as that seemed like the most logical place to stash paperwork. Dana had a meticulous sense of organization that creeped me out, and we had to make sure we left everything the way we found it. Unfortunately, most of the stuff was completely useless. Memos. Efficient – and honest – budget reports. Invoices. Press releases. She had a lot of pictures too, which were at least more fun to look at than the papers. Most of them showed family or CPFV events. A number of the shots had Jody in them, which saddened me. I recalled the other woman's sly wit and passion for art. Why would someone with any sort of intelligence want to get involved in all this? â€Å"I didn't realize how active Jody was in this group,† I remarked to Bastien. â€Å"She wasn't so bad. Dana's corrupted her.† â€Å"Dana's a persuasive woman. Hey, did you know Jody's last name is Daniels? And her husband's name is Jack?† We giggled over that and continued searching a while longer before finally abandoning the office. We then ransacked – neatly, of course – any other cupboards or drawers we could find on the main floor. Nothing. â€Å"Maybe there are secret panels behind paintings,† suggested Bastien. â€Å"Or maybe the pool-boy thing was a fraud, Dana's honest with her business dealings, and there's really nothing else to get on her except that she's a prejudiced bitch.† He rolled his eyes. â€Å"One place left. The true sanctuary. The bedroom.† I grimaced. Going into someone's bedroom freaked me out. The ultimate violation of privacy. But Bastien charged on, still confident this wild goose chase would yield results. Fortunately, the bedroom had the neat, sterile look of a hotel, not the warm and sensual air of one's most intimate space. It made searching easier, like I was breaking into a vacant room. We sifted through drawers and closets, again finding little to go on. â€Å"Eek!† I suddenly cried, staring into an open drawer. Bastien flew to me. â€Å"What? What is it?† I held up what had to be the most wholesome pair of granny panties I'd ever seen. They were like great-granny panties. They were even white. You would have thought she could at least go out on a limb and get them in blue or green or something. Bastien elbowed me for my overreaction. â€Å"How can you even act surprised after hearing her rants about modest clothing?† â€Å"Modest is one thing, but Jesus†¦how high do these things go? Up to her neck?† â€Å"Put them back. We've got to – â€Å" Click. We'd both heard. I shot Bastien a panicked look and shoved the underwear back in the drawer. â€Å"I thought you said – † His tone was grim. â€Å"I know, I know.† Someone had just entered the house.

Sustainable Development And Global Business Example

Sustainable Development And Global Business Example Sustainable Development And Global Business – Coursework Example Corporate Social Responsibility (CSR) Over the recent past, the has been the need for environmental management as aresult of pollution. Therefore, many companies from all over the world have implemented strategies that have allowed them to work hand-in-hand with communities in a bid to mitigate environmental pollution from their businesses processes. Subsequently, specific action plans have been directed towards safeguarding and protecting the welfare of their employees. This is what is referred to as corporate social responsibility (CSR). One of the companies that have championed CSR is the Coca Cola company. It is worth noting that CSR promotes sustainable development. The Coca Cola company has implemented strategies to ensure sustainable development. Sustainable development denotes the fact that all business activities are conducted devoid of diminution and exhaustion of natural resources (Pennington 121). According to Grillo, "The Coca Cola company sets global goals and requirem ents in a number of areas, including water stewardship, sustainable packaging, marketing to children, and work rights, and it works with bottlers to implement these standards" (5). Sustainable packaging means that the company has employed the use of recyclable bottles and this helps reduce operation costs that could have been incurred through manufacturing new bottles (Pennington 121). The company also ensures CSR through manufacturing products with low quantities of calories to reduce weight problems among consumers. This improves its image and reputation hence expanding its customer base, and this results to more profits. Through marketing to children, the company has been able to increase their sales tremendously as children are among the biggest consumers (Pennington 121). In a nutshell, examples of profits the company has generated from corporate social responsibility and sustainable development include reduced operating costs, and high profits from sales. Works citedGrillo, B ethan. Exploring the Links Between International Business and Poverty Reduction. Oxford: Oxfam, n.d. Print. Pennington, Steuart, ed. Africa the Good News. New York: Conceptualee Publishing, 2008. Print.

An Outline of Analytical Psychology Essay Example

An Outline of Analytical Psychology Essay Example An Outline of Analytical Psychology Essay An Outline of Analytical Psychology Essay Essay Topic: Analytical Analytic Psychology is the school of deepness psychological science based on the finds and constructs of Carl Gustav Jung. Jung gave the broadest and most comprehensive position of the human mind yet available. His Hagiographas include a fully-developed theory of the construction and kineticss of the mind in both its conscious and unconscious facets. a elaborate theory of personality types and. most of import. a full description of the universal. aboriginal images deducing from the deepest beds of the unconscious mind. These aboriginal images are called originals of the corporate unconscious. The latter find has enabled Jung to depict striking analogues between the unconscious images produced by persons in dream and vision and the cosmopolitan motives found in the faiths and mythologies of all ages. The construct of the corporate unconscious gives analytical psychological science an added dimension in comparing with other schools of psychotherapeutics. It takes the theory and pattern of psychotherapeutics out of the sole kingdom of abnormal psychology and relates it to the whole history of the development of the human mind in all its cultural manifestations. The pattern of analytical psychological science therefore becomes non merely a therapy for neuroticism but besides a technique for psychological development applicable to normal and superior persons. An abstract. theoretical presentation is foreign to Jung who ever strove to prosecute the response of the whole adult male. non merely the mind. This presentation should therefore be recognized as no more than a planar study of a 3-dimensional world. Libido: The psychic energy that directs and motivates the personality is called libido. Interest. attending and thrust are all looks of libido. The libido invested in a given point is indicated by how extremely it is valued. Libido can be transformed or displaced but non destroyed. If the libido attached to one object disappears. it reappears elsewhere. Libido is the dynamism of the life procedure manifested in the psychic domain. The theory of libido is closely connected with the jurisprudence of antonyms. The procedures of the mind depend on a tenseness and interplay between opposite poles. If one side of a brace of antonyms becomes overly predominant in the personality. it is likely to turn into its reverse. This is called enantiodromia. A nonreversible witting attitude constellates its antonym in the unconscious. See Jung’s try On Psychic Energy ( 1 ) . Psychological Types: Analytical psychological science distinguishes several psychological types. These refer to innate differences in disposition which cause persons to comprehend and respond to life in different manners. There are two attitude types. the extrovert and the introvert. The extrovert is characterized by an innate inclination for the libido to flux outwards. linking the person with the external universe. The extrovert of course and spontaneously gives greatest involvement and value to the object – people. things. external achievements. etc. He or she will be most comfy and successful when working in the external universe and human relationships. and will be ungratified and ailment at easiness when entirely without recreation. Having small relation to the interior universe of subjectiveness. the extrovert will eschew it and be given to deprecate subjective concerns as morbid or selfish. The introvert is characterized by a inclination for the libido to flux inwards linking him or her with the subjective. interior universe of idea. phantasies and feelings. Greatest involvement and value is given to the topic – the interior reactions and images. The introvert will work most satisfactorily when free from force per unit area to accommodate to external fortunes. He or she prefers their ain company and is reserved or uncomfortable in big groups. Both introvert and extrovert have the defects of their strengths and each tends to underestimate the other. To the extrovert. the introvert appears egoistic and withholding of himself. To the introvert. the extrovert appears shallow. timeserving and hypocritical. Every person possesses both inclinations. but one is normally more developed than the other. As a brace of antonyms they follow the jurisprudence of antonyms. Therefore. an inordinate. nonreversible accent on one attitude is likely to take to the outgrowth of its antonym. The antonym. nevertheless. because it is undeveloped and uniform. will look in a negative. petroleum and unadapted signifier. Thus the utmost extrovert will go a victim of negative inferior invagination in the signifier of depressions. The utmost introvert is likely to hold episodes of compulsive extroversion which are petroleum. ineffective and unadapted to outer world. In add-on to attitude types. we besides distinguish four map types. The four basic psychological maps are believing. feeling. esthesis and intuition. Thinking is the rational capacity to construction and synthesise distinct informations by agencies of conceptual generalisations. Feeling is the map which determines value. It is the map that values and promotes human relationships. Sensation is that map which perceives and adapts to external world via the senses. Intuition is defined as perceptual experience via the unconscious. that is. the perceptual experience of representations or decisions whose beginning is vague. These four maps arrange themselves into two braces of antonyms: thought – feeling and esthesis – intuition. Although every person has all four maps potentially at their disposal. in actuality one map is normally more to the full developed than the others. This is called the superior map. The one least developed is the 1 that is most crude and unconscious – the inferior map. Often a 2nd map will hold achieved considerable development which approaches that of the superior map. This is an subsidiary map. Since any one of the four maps may be superior. we have the possibility of four map types: the thought type. experiencing type. esthesis type. and intuitive type. The thought type is found more frequently in work forces than in adult females. The believing type’s mental life is concerned mostly with the creative activity of rational expression and the adjustment of all life experience into these signifiers. To the grade that the person is identified with the thought map and unconscious of the other maps. the thought will be given to be bossy and restrict the full experience of life. Since feeling will be the inferior map. its values will endure the most neglect. Human relationships will be rapidly sacrificed if they interfere with the opinion expression. The feeling type is found more frequently in adult females than in work forces. The development and nutriment of personal relationships is the major purpose. A sensitiveness to human demands and a willingness to run into them is its outstanding characteristic. It finds its greatest satisfaction in resonance with others. In its extreme. this map type can be obnoxious in its inordinate accent on personal affairs. Since thought is the inferior map. its capacity for abstract. impersonal judgements will be neglected or denied. Thinking will be accepted merely so long as it plays a subservient function to the involvements of experiencing values. The esthesis type is characterized by the first-class version to simple. prosaic world. He or she is content to associate to life on its most simple footings without nuance. contemplation or imaginativeness. The esthesis type appears stable and crude but may miss originative flicker. Vision and imaginativeness. which could extenuate this earthbound province. are merchandises of intuition. which is the inferior map of this type. The esthesis type. in fact. will frequently deprecate intuitive looks as unrealistic phantasies and therefore be deprived of severely needed leaven at times of mental weightiness. The intuitive type is motivated chiefly be a steady watercourse of new visions and possibilities. derived from active intuition. The new. the unusual and the different are a changeless enticement. He or she frequently perceives vague connexions between things which seem separate and unrelated. The intuitive head plants in speedy leaps. which is sometimes hard for others to follow. When asked to continue more easy. he or she is disposed to go impatient. possibly sing hearers slow in doing connexions. This type’s failing lies in its inferior esthesis map. The relationship to world may be hapless. The difficult work required to convey a possibility into actuality or to do an intuitive flash by and large accepted seems excessively burdensome. He or she may stay misunderstood with penetrations. which if they are to bear fruit. must be patiently developed by others. The map types are rarely every bit definite as would look by these descriptions. Normally the development of an subsidiary map will soften and modify the crisp features here described. In add-on. we have a farther complication. Harmonizing to the attitude type. each of the map types may hold either an introspective or an extrovert orientation. Ideally. all four maps should be available to the person in order to hold a complete response to life experience. It is one of the ends of Jungian psychotherapeutics to convey in to consciousness and to help the development of the inferior undeveloped maps in order to near psychic integrity. Many struggles in human relationships and differences can be understood through the theory of psychological types. For case. Jung has explained the difference between the psychological theories of Freud and Adler on this footing. Freud’s theory is concerned chiefly with the individual’s need for and love of the object. Thus it is an extrovert theory. Adler’s theory is based on the individual’s demand to keep his ain self-pride. prestigiousness and power. Adler emphasizes the inner. subjective demand ; hence his is an introspective theory. Differences in type can underlie troubles in interpersonal relationships. Marital struggles are frequently related to differences in psychological type. Knowledge of one’s ain type and of the fact that other every bit valid types exist can frequently assist to relativise one’s ain personal reactions and can take to more witting and fruitful human relationships. ( 2 ) Structure of the Psyche: The mind can be divided into witting and unconscious facets. The self-importance is the centre of witting and the starting point for all empirical psychological science. It is the place of single individuality. and all contents which are witting. must be connected with it. The unconscious includes all psychic elements which are outside witting consciousness and hence are non connected with the self-importance. Contentss of the unconscious are foremost encountered as composites. A composite is an emotionally charged unconscious psychic entity made up of a figure of associated thoughts and images clustered around a cardinal nucleus. On probe. this nucleus is found to be an archetypical image ( see below ) . One recognizes that a composite has been struck by the outgrowth of an affect which upsets psychic balance and upset the customary map of the self-importance. The self-importance stands between the interior universe and the outer universe. and its undertaking is to accommodate to both. By its extrovert orientation. it relates itself to external world. By invagination. it perceives and adapts to inner. subjective world. The demand for external version leads to the building of a psychic construction which mediates between the self-importance and the external universe of society. This mediating construction is called the character. the Latin word for the ancient actor’s mask. It is the partly calculated public face an single assumes towards others. The character is composed of assorted elements. some based on the individual’s personal leanings and others derived from the society’s outlooks and the early preparation of parents and instructors. The character is a interceding via media between individualism and the outlooks of others. It is the function one plays in society. It is besides a protective covering that shields from public position what is personal. confidant and vulnerable. The characteristic symbol for the character is the apparels we wear. Dreams affecting losing or inappropriate apparels refer to a character job. Ideally a character should be appropriate. good fitting and flexible. It is particularly of import that the single realize that he is non indistinguishable with his character. The character sometimes lends one a prestigiousness and authorization belonging to the collective group which is non decently used for personal terminals. To place with the character can do rising prices and disaffection from world. Other persona upsets include a deficiency of character which leaves the single sensitive and exposed to every societal touch. and a excessively stiff. defensive character which is a barrier to realistic version. For farther treatment of the character. see ( 3 ) . Merely as the character stands between the self-importance and the outer universe. so another psychic entity stands between the self-importance and the interior universe of unconscious. This entity is called the shadow. The shadow is a complex of personal features and potencies of which the person is incognizant. Normally the shadow. as indicated by the word. contains inferior features and failings which the ego’s self-pride will non allow it to acknowledge. The shadow may be personified in dreams by such figures as felons. rummies and derelicts. Technically it must be of the same sex as the dreamer. As with all unconscious contents. the shadow is foremost experienced in projection. This means that an unconscious quality of one’s ain is first recognized and reacted to when it is discovered in an outer object. So long as the shadow is projected. the person can detest and reprobate freely the failing and evil seen in others while keeping a sense of righteousness. Discovery of the shadow as a personal content may. if it is sudden. cause impermanent confusion and depression. This will be most likely if the ego’s old attitude has bee particularly inflated. The shadow is the first bed of the unconscious to be encountered in psychological analysis. It is non ever a negative content. In many instances unconscious positive potencies of the personality reside in the shadow. In such instances we speak of a positive shadow. Furthermore. the evil and unsafe facet of the shadow is frequently due more to its fortunes than to its kernel. Just as animate beings which have become barbarous by famishment and barbarous intervention can be changed into loyal comrades by loving attention. so the shadow loses much of its negative facet when given witting credence and attending. The job of the shadow and its projection applies to collective psychological science every bit good. The persecution of the Jews by the Nazis is a terrorizing illustration of the extent to which a corporate shadow projection can travel. The same psychological mechanism operates in favoritism against other minority groups. For more on the shadow. see ( 4 ) . The first bed of the unconscious. the shadow. is besides called by Jung the personal unconscious. as distinguished from the corporate unconscious. The personal unconscious or shadow contains personal contents belonging to the person himself which can and decently should be made witting and integrated into the witting personality and self-importance. The corporate unconscious. on the other manus. is composed of transpersonal. cosmopolitan contents which can non be assimilated by the self-importance. Between these two beds of the unconscious. the personal and the collective. is another entity with. so to talk. one pes on each side. This is the anima in a adult male and the animosity in a adult female. The anima is an independent psychic content in the male personality which can be described as an interior adult female. She is the psychic representation of the contrasexual elements in adult male and is depicted in symbolic imagination by figures of adult females runing from prostitute and seductress to divine wisdom and religious usher. She is the personification of the feminine rule in adult male. the rule of Eros. refering to love and relatedness. The projection of the anima is responsible for the phenomenon of a man’s falling in love. Too much designation of the self-importance with the anima causes the adult male to externally manifest feminine qualities. Anima tempers or provinces of anima ownership can be recognized by their characteristic characteristics of bitterness and emotional backdown. Such a status renders a adult male psychically paralytic and impotent. It is most likely to happen in relation to a adult female with whom he is emotionally and sexually involved. With full psychological development. the anima leads the adult male to the full significance of human relationship and provides him an entryway to the deeper beds of the mind. the corporate unconscious. The animosity is the corresponding representative of the masculine contrasexual elements in the psychological science of adult females. It can be expressed in symbolic imagination by a battalion of male figures from scaring. aggressive work forces endangering colza to divining bringers of visible radiation. It is the personification of the masculine rule in adult females. the rule of Logos. which is the capacity for reason and consciousness. A woman’s falling in love is similarly due to the projection of the animosity. Subjective designation of the self-importance with the animosity causes the adult female to lose contact with her feminine nature and to take on more masculine qualities. The animus-possessed adult female is more interested in power than in relatedness. As with the man’s anima. the animosity is most frequently activated in relation to an emotionally important adult male. particularly a adult male with whom she is sexually involved. Indeed. the anima and animosity have a pronounced affinity for each other. The slightest grounds of one is likely to arouse the other in the spouse. With adulthood and upper limit development. the animosity can go a valuable psychic entity enabling the adult female to map with nonsubjective reason and. likewise to the anima in a adult male. opens to her the corporate unconscious. Further treatment of anima and animosity is in ( 5 ) and ( 6 ) . The corporate unconscious. more late termed nonsubjective mind. is the deepest bed of the unconscious which is normally unaccessible to witting consciousness. Its nature is cosmopolitan. suprapersonal and non-individual. Its manifestations are experienced as something foreigner to the self-importance. numinous or Godhead. The contents of the corporate unconscious are called originals and their peculiar symbolic manifestations. archetypical images. The construct of the original has a close relation to the construct of inherent aptitude. An inherent aptitude is a form of behaviour which is congenital and characteristic for a certain species. Instincts are discovered by detecting the behaviour forms of single beings. The inherent aptitudes are the unknown motivation dynamisms that determine an animal’s behaviour on the biological degree. An original is to the mind what an inherent aptitude is to the organic structure. The being of originals is inferred by the same procedure as that by which we infer the being of inherent aptitudes. Merely as inherent aptitudes common to a species are postulated by detecting the uniformities in biological behaviour. so archetypes are inferred by detecting the uniformities in psychic phenomena. Merely as inherent aptitudes are unknown actuating dynamisms of biological behaviour. originals are unknown actuating dynamisms of the mind. Originals are the psychic inherent aptitudes of the human species. Although biological inherent aptitudes and psychic originals have a really close connexion. precisely what this connexion is we do non cognize any more than we understand merely how the head and organic structure are connected. Originals are perceived and experienced subjectively through certain cosmopolitan. typical. repeating fabulous motives and images. These archetypical images. symbolically elaborated in assorted ways. are the basic contents of faiths. mythologies. fables and fairy narratives of all ages. Such images besides emerge from the corporate unconscious of persons through dreams and visions in instances of deep psychological analysis. profound subjective experience or major mental upset. The experience of meeting an archetypical image has a strong emotional impact which conveys a sense of Godhead or suprapersonal power exceeding the single self-importance. Such an experience frequently transforms the person and radically alters their mentality on life. Archetypal images are so assorted and legion that they defy comprehensive listing. For our intents. we shall depict four wide classs of archetypical imagination. I. The Archetype of the Great Mother. the personification of the feminine rule. represents the fertile womb out of which all life comes and the darkness of the grave to which it returns. Its cardinal properties are the capacity to nurture and to devour. It corresponds to fuss nature in the aboriginal swamp – life being invariably spawned and invariably devoured. If the great female parent nourishes us. she is good ; if she threatens to devour us. she is bad. In psychological footings. the great female parent corresponds to the unconscious which can nurture and back up the self-importance or can get down it up in psychosis or self-destruction. The positive. originative facets of the great female parent are represented by chest and uterus. The negative. destructive facets appear as the devouring oral cavity or the vagina dentata. In more abstract symbolism. anything hollow. concave or incorporating pertains to the great female parent. Therefore. organic structures of H2O. the Earth itself. caves. homes. vass of all sorts are feminine. So besides is the box. the casket and the belly of the monster which swallows up its victims. See Neumann ( 7 ) . II. The Archetype of the Spiritual Father. As the great female parent pertains to nature. affair and Earth. the great male parent original pertains to the ream of visible radiation and spirit. It is the personification of the masculine rule of consciousness symbolized by the upper solar part of Eden. From this part comes the air current. pneuma. nous. ruach. which has ever been the symbol of spirit as opposed to count. Sun and rain likewise represent the masculine rule as fertilizing forces which impregnate the receptive Earth. Images of piercing and incursion such as Phallus. knife. lance. pointer and ray all pertain to the religious male parent. Feathers. birds. aeroplanes and all that refers to winging or height are portion of this composite of symbols which emphasizes the upper heavenly realms. In add-on. all imagination affecting visible radiation or light pertain to the masculine rule as opposed to the dark earthiness of the great female parent. Light of the visage. Crowns. aura and dazing glare of all sorts are facets of masculine solar symbolism. The image of the wise old adult male as justice. priest. physician or senior is a human personification of this same original. The positive facet of the religious male parent rule conveys jurisprudence. order. subject. reason. apprehension and inspiration. Its negative facet is that it may take to disaffection from concrete world doing rising prices. a province of religious hubris or given that generates grandiose ideas of transcendency and consequences in the destiny of Icarus or Phaeton. III. The Archetype of Transformation pertains to a psychic procedure of growing. alteration and passage. It can show itself in many different images with the same implicit in nucleus of significance. Parlous journeys to unknown finishs. geographic expedition of dark topographic points. purposeful descent to the underworld or under the sea or into the abdomen of a monster to happen a concealed hoarded wealth are looks of this original. The subject of decease and metempsychosis every bit good as the symbolism of induction rites in all of their assorted signifiers ; the crossing of rivers or Waterss or chasms and the mounting of mountains ; the subject of salvation. redemption or recovery of what has been lost or degraded. wherever it appears in fabulous or unconscious symbolism – all of these are looks of the original of transmutation. The subject of the birth of the hero or wonder-child besides belongs to this original. This image expresses the outgrowth of a new. dynamic content in the personality boding decisive alteration and expansion of consciousness. ( 8 ) A rich and complex illustration of this original is provided by the symbolism of mediaeval chemistry. In chemistry. the psychic transmutation procedure was projected into affair. The end of the alchemists was to transform base affair into gold or some other supremely valuable object. The imagination of alchemy derives from the corporate unconscious and belongs decently to the psychological procedure of transmutation. ( 9 ) IV. The Central Archetype. The Self. expresses psychic integrity or entirety. The Self is defined by Jung as both the centre and perimeter of the mind. It incorporates within its self-contradictory integrity all the antonyms embodied in the masculine and feminine originals. Since it is a boundary line construct mentioning to an entity which transcends and encompasses the single self-importance. we can merely touch to it and non embrace it by a definition. As the cardinal original is emerging. it frequently appears as a procedure of focus oning or as a procedure affecting the brotherhood of antonyms. Alchemic symbolism gives us legion illustrations of the cardinal original as a brotherhood of antonyms. For illustration. the philosopher’s rock. one of the ends of the alchemical procedure. was depicted as ensuing from the matrimony of the ruddy male monarch and the white queen. or from the brotherhood of the Sun and Moon. or fire and H2O. The merchandise of such a brotherhood is a self-contradictory image frequently described as hermaphroditic. Other images which are used to show the brotherhood of antonyms are the rapprochement of opposing partizan cabals and the rapprochement of good and evil. God and Satan. The emerging cardinal original gives rise to images of the mandala. The term mandala is used to depict the representations of the Self. the original of entirety. The typical mandala in its simplest signifier is a quadrated circle uniting the elements of a circle with a centre plus a square. a cross or some other look of fourfoldness. Mandalas are found everyplace in all times and topographic points. They seem to stand for a basic unifying and incorporating rule which lies at the really root of the mind. Mandalas can be found in the cultural merchandises of all races. A to the full developed mandala normally emerges in an individual’s dreams merely after a long procedure of psychological development. It is so experienced as a release from an otherwise unreconcilable struggle and may convey a numinous consciousness of life as something finally harmonious and meaningful in malice of its evident contradictions. ( 10. 11 ) Psychological Development is the progressive outgrowth and distinction of the self-importance or consciousness from the original province of unconsciousness. It is a procedure which. ideally. continues throughout the life-time of the person. In contradistinction to physical development. there is no clip at which one can state that full psychic development has been achieved. Although we may separate assorted phases of development for descriptive intents. really one phase merges into another in a individual fluid continuum. In the early stage. the self-importance has really small liberty. It is mostly in a province of designation with the nonsubjective mind within and the external universe without. It lives in the universe of originals and makes no clear differentiation between inner and outer objects. This crude province of self-importance development is called. after L? vy-Bruhl. engagement mystique. and is shared by both the primitive and the kid. It is a province of charming engagement and reading between the self-importance and its milieus. What is ego and what is non-ego are non distinguished. Inner universe and outer universe are experienced as a individual entirety. This crude province of engagement mystique is besides apparent in the phenomena of rabble psychological science in which single consciousness and duty are temporarily eclipsed by designation with a corporate dynamism. Jung made no attempt to show a systematic theory of psychological development. However. some of his followings. particularly Neumann ( 12 ) . have attempted to make full in this spread. Following Neumann. the phases of psychological development can be described as follows. The first or original province is called the uroboric phase. derived from uroborus. the round image of the tail-eating snake. It refers to the original entirety and self-containment which is anterior to the birth of consciousness. The self-importance exists merely as a latent potency in a province of primary individuality with the Self or nonsubjective mind. This province is presumed to refer during the antenatal period and early babyhood. The passage between this province and the 2nd phase of development corresponds to the creative activity of the universe for the single mind. Thus universe creative activity myths refer to this first decisive event in psychic development – the birth of the self-importance out of the unconscious. The basic subject of all creative activity myths is separation. Out of uniform integrity one component is discriminated from another. It may be expressed as the creative activity of light – the separation of visible radiation from darkness. or as the separation of the universe parents – the differentiation between masculine and feminine. or the outgrowth of order out of pandemonium. In each instance the significance is the same. viz. . the birth of consciousness. the capacity to know apart between antonyms. The 2nd phase of psychological development is called the matriarchal stage. Although get downing consciousness has appeared. it is every bit yet merely dim and fitful. The nascent self-importance is still mostly inactive and dependent on its uroboric matrix which now takes on the facet of the great female parent. Masculine and feminine elements are non yet clearly differentiated so that the great female parent will still be undifferentiated as to sex. To this phase belongs the image of the phallic female parent integrating both masculine and feminine constituents. Here. the opinion psychic entity is the great female parent. The prevailing concern will be to seek her nutriment and support and to avoid her destructive. devouring facet. The male parent original or masculine rule has non yet emerged into separate being. Mother is still all. The self-importance has achieved merely a unstable separation and is still dependent on the unconscious. which is personified as the great female parent. The matriarchal stage is represented mythologically by the imagination of the antediluvian Near Eastern female parent faiths. for illustration. the Cybele-Attis myth. Attis. the son-lover of Cybele. was unfaithful to her. In a craze of sorrow. reflecting his dependent bondage. he was castrated and killed. The matriarchal stage corresponds to the Oedipal stage as described by Freud. However. analytical psychologists interpret incest symbolically instead than literally as was done by Freud. The matriarchal stage is the stage of original incest. symbolically talking. anterior to the outgrowth of the incest tabu. In the life of the person. this stage corresponds approximately with the early old ages of childhood. The 3rd phase is called the patriarchal stage. The passage is characterized by peculiar subjects. images and actions. In an effort to interrupt free from the matriarchal stage. the feminine with all it

The Best Way to Plan a Marketing Performance Management Process

The Best Way to Plan a Marketing Performance Management Process How do you get the most from your marketing team? The most productivity. The most team satisfaction. The most success overall, however you choose to define it. That’s all anyone managing a team wants, right? The answer starts with planning an effective performance management process. One that identifies your team’s goals, puts a plan in place to achieve them, and measures the results for future improvement. Putting that kind of plan into place isn’t a simple task. But, with this straightforward guide, you can put yourself and your team on the right path to be more productive. Now, this is a broad topic with lots of moving parts. In order to keep it digestible, practical, and actionable, this post will narrow down the steps you need to take to put an actual process into practice, without diving too deep into more theoretical aspects of management. Digestible, practical, and actionable intro into setting up a successful marketing performanceSnag Your Performance Management Checklist It’s easier to follow processes when you can break them down into a checklist. In fact, that’s something research supports. So, make implementing this process easier with a simple performance management checklist. When it comes time to evaluate marketing talent on your team, it’ll make it easier to know exactly what to look for, which questions to ask, and what to do next. What Does â€Å"Performance Management† Mean in Plain Language? In a marketing context, we can summarize this topic as such: Performance management is the intentional practice of ensuring every member of your marketing team meets individualized goals through thorough planning, monitoring, and commitment to continuous improvement. That’s it in as succinct terms as possible. What Does the Performance Management Process Look Like? Generally, this process moves in three phases: Planning: Setting goals, expectations, and a strategy moving forward. Execution: Acting to implement that strategy to meet desired goals up to expectations. Review: Periodically assessing progress toward goals and steps for improvement. Which Performance Management Tools Do Marketing Teams Need? Get the right tools for the job. For this particular task, here are some recommendations: : An all-in-one marketing management platform for keeping teams and projects organized. Use Team Tab to manage team performance, and Team Performance Reports to objectively measure real productivity. Excel: Much of what marketing teams would typically use Excel for team planning-wise can be achieved with . However, this remains a staple option that’s essentially free (in that it’s a paid product, but your company is probably already paying for it). Evernote: Useful for building checklists and storing documentation. Integrates seamlessly with . This covers the basics. What’s Needed for Success? Everything starts with setting the right goals. At a high level, it should achieve (at least) the following three things. Ensuring Everyone Does Their Best Work Ultimately, this is what it’s all about: getting the most from your team. Identifying Strengths and Weaknesses Everyone has both, and it’s important to understand where every team members lies in each area. Providing Constructive Feedback No one can improve without knowing where to focus their efforts. When constructive feedback is communicated clearly, you can set expectations on how things need to change before the next time you meet to talk about goals. Celebrate Wins It’s important to be transparent when communicating areas that need improvement. But, it’s also important to appreciate successes and make sure team members know when they’re doing well. That helps build positive momentum that leads to further success. Getting Started With Planning Excellence doesn’t happen by accident, it happens by choice, and it starts with solid planning. Start a Trial or Schedule a Demo This post will cover managing your team using . If you’re not a customer, consider starting a trial or scheduling a demo. Otherwise, you may need to substitute in other software to complete some of the following steps. Add Your Team Members to Next, add each team member into . This is easy to do quickly. Understanding the Team Now, there are some things that need to be made clear between management, HR, department leads, and team members. Each team member’s purpose. What is their actual role and value to your marketing team? This has likely been summarized in your job descriptions, but if they’re out of date or the team member has outgrown that definition, it may be time for a role switch or promotion. Responsibilities and priorities. What are the most important things this employee needs to get done? Performance expectations. In order to keep your team on track to meet its goals, what results does each team member need to produce? Recommended Reading: How To Lead A Cross-Functional Team Collaboration With 3 Proven Ways To Ease Cross-Functional Team Collaboration Determining Future Vision Set up a meeting with each team member to figure out where they’d like to go in the future (and to set performance goals accordingly).

InternationalMarketing Coursework Example | Topics and Well Written Essays - 2000 words

InternationalMarketing - Coursework Example 83). In as much as a substantial portion of Harvey Nichols’ earnings have resulted from the U.K market, the organization has similarly benefited from the international market, particularly from the retail stores in Turkey, Ireland, Riyadh, Dubai and Hong Kong. Late last year, Harvey Nichols laid bare its plans of tapping into the impetus Qatari market by opening up a new store at the Doha Festival City Shopping Area in partnership with the Qatari Business Group. Whereas such an approach would increase the organization’s earnings and market share, it is imperative for the management of Harvey Nichols and the entire workforce to employ business and marketing strategies that are in line with the Qatari market. Consequently, this report aims to provide more insight on the principal managerial policies and distribution systems that the firm should employ in order to make the best out of the Qatari market. Similarly, the project focuses on methods that Harvey Nichols should emplo y in identifying potential markets, as well as implications that different cultures can have on consumer behavior. The PESTLE tool is essentially a simple though extensively used platform that organizations employ to keep track of the political, economic, socio-cultural, technological and legal developments within a particular environment. Carrying out macro environment analysis would enable Harvey Nichols understand some of the forces that operate within its current and potential markets, thereby enabling it to exploit available opportunities. At the same time, implement mechanisms that enable it overcome prospective challenges within the environment. Political: Whereas Harvey Nichols has enjoyed a substantial share of the U.K market, the organization has failed to take full advantage of the whole market. This is particularly because of the decision by the U.K

Hw 3-2 Essay Example | Topics and Well Written Essays - 500 words

Hw 3-2 - Essay Example Management, however, in other organizations, deal with organization, planning, staffing, leading and controlling a company. Barton’s trip to the bookstore and late night studying expounded his knowledge on IT. The materials, though educative, were confusing Barton. He got to learn just how the IT world is complicated (Austin, Nolan and O’Donnell 48). Barton understood now why there were so many layers of OSI cables. After reading the book, he also understood why the cables were so complicated. Barton’s meeting did not go as plan due to various reasons. First and foremost, people at the meeting did not welcome Barton’s proposal of an off-site company meeting. He did not expect anybody to reject his proposal. He also expected a quick acceptance and then a session of planning for his event (Austin, Nolan and O’Donnell 36). However, Barton was wrong. His thoughts were all in vain. For instance, Fenton made it clear that he did not fancy incorporating people such as John Cho in the off-site meeting and Gordon also supported him (Austin, Nolan and O’Donnell 36). Barton also did not expect the members at the meeting to make the situation of the company more badly than it was, but since they did not agree on anything matter went the way he did not expect. IT organizational structure is set the way it is because the overall business model for an IT organization comprises of lots of sections due to the complexity of the business itself. This is to make sure that all technological elements are dealt with in the company (Austin, Nolan and O’Donnell 48). An IT organization is structured the way it is because this complex structure tends to offer exceptional synergy as it offers many means of achieving organizational goals. IT is also connected directly to finance. Therefore, a CIO is a direct report to a CFO in an IT

Hospitality Management Essay Example | Topics and Well Written Essays - 500 words - 12

Hospitality Management - Essay Example The other important thing that I have learnt from this course is that managers have a very important role to foster organizational commitment among the members of the company. This significantly helps the members to identify with the company. There are various steps that can be taken in order to create commitment among the employees. It is important to motivate them as well as to create a flexible working environment where they are also in a position to fulfil their work-life goals. In the hospitality industry, the employees need to be motivated so that they can create an identity with the company they work for. This also helps to improve their performance. The other thing that I have acquired from this course is related to the aspect of emotional intelligence. Emotional intelligence is just the same as internal motivation towards your own work. If you work in the hospitality industry, you ought to have internal motivation so that you can also be in a position to set your own goals in relation to your work. As individuals, we all have our own goals and aspirations to achieve to achieve at our workplace as well as personal goals. A fine balance between the two should be created so that we can develop that internal motivation that helps us to put more effort in our operations. I have also learnt that personal values are very important when operating in the hospitality industry. These are comprised of beliefs which shape our behaviour in the workplace. When dealing with other people especially in the hospitality industry, it is essential to be honest and truthful. I have realised that this personal value helps to create mutual trust with the clients. I have also noted that responsibility is another personal value that should always shape our behaviour in the hospitality industry since we should all be accountable for our actions. Above all, teamwork is very important in the hospitality industry. Through teamwork, members are

Expected Learning Outcomes in a Legal Class Research Proposal

Expected Learning Outcomes in a Legal Class - Research Proposal Example This therefore includes the introduction and development of necessary skills. These skills include research and analysis in determining relevant laws to be applied to case examples having practical application and significance in business. Another skill that would be developed as a necessary consequence is legal reasoning. When law is in issue, what is moral becomes an issue also. Hence the study should include not only law but the ethical standards or regulations related to business. More specifically this includes both legal and ethical regulations as pertaining to the entire global business organization. This in a few words is the Legal Environment of A Business. All these skills and knowledge expected to be learned in a legal class should lay the foundations for specialized classes that delve deeper into the Legal Environment of Business and Business Ethics. Both subjects cover such a large scope that they should be treated separately in specialized classes. As a foundation for t hese subjects, this general introduction should expose the student to the legal environment of business including the three branches of government, administrative agencies, the actual laws on business and its courses of action in times of conflicts. Problems at the corporate level involving contracts and employment issues must also be presented.

TOPIC 2 Movie Review Example | Topics and Well Written Essays - 1250 words

TOPIC 2 - Movie Review Example hoice to not use any color palette aside from gray, black, and white in the movie creates a gripping sense of drama and the unexpected that helps to place the viewer on the edge of his seat. The story is kicked off by the voice of a narrator, an old man who had previously lived in the village and experienced the mysterious events that remained without answers. His narration is supposed to be a hindsight explanation of how the Germans eventually fell prey to the Fascism of Adolf Hitler during World War 2. In his mind, the reasons behind the rise of the Third Reich and the potential targeting of the Jews can be traced back, at least for him and those whom he knew, to the way that their little village was run by the Baron and its other residents in a similar fashion during the years leading up to World War 1. The children who grew up during this era were after all, the very same children who came into adulthood during the time of Hitler and delivered the power he so craved to him when he asked for it. Hanke, as a film maker, dug deep into the history of the two world wars that Germany was directly involved in order to successfully portray the complex love and hate relation ships of the village residents that served as the catalyst of violence within the community. Borrowing from American literature, the children who wore the â€Å"White Ribbon† on their arms reminds one of the evil and judgment that accompanied the women who wore the â€Å"Scarlett Letter† in Nathaniel Hawthornes historic American literary work. The incestuous relationship between the doctor and his 14 year old daughter proves the kind of complex relationship between the residents of the village. Although the doctor loved her father, as shown at the beginning after his fall from his horse, she also despised him for abusing her. The wife of the Baron, was in a hurtful love affair with the same doctor whom she could not leave. By interweaving the lives of these people, we begin a study in human nature

Practitioner interview Essay Example | Topics and Well Written Essays - 500 words

Practitioner interview - Essay Example Technical drawing and construction skills are the essential skills that one acquires when studying Architecture. These skills enable an architect to match creative and conceptual ideas about designs together with setting up of real life structures. It is not necessary; however, most schools and architects advocate that one should have some knowledge about architecture. They involve technical studies that one may find challenging if not exposed to early enough. Work placements are important in developing architectural skills. Such industrial attachments also expose a person to practical skills and field requirements of architecture. This is vital to success in the field, especially considering the fact that a small percentage of architecture involves design while the rest involves interactive processes. As long as an architect is qualified and has the requisite knowledge and skills, it is virtually impossible to lack a well-paying job. Alternatively, with adequate qualification in the theoretical and practical areas of the profession, an architect can opt to open his or her firm, acquiring contracts Any student wanting to pursue architecture should first be driven by passion. This field involves a lot of technicalities and one can easily give up. However, it pays off when you gain the necessary knowledge. Architecture is a wide field and one should continue exploring possibilities and opportunities that arise daily. I will engage in as many projects as I can, in order to gain the necessary experience that I will need to start my own practice and maybe eventually own a real estate firm. One of the principal lessons I learnt from the respondent is that, Architecture is important not only as a learning program offered in schools, but also in mainstream society where it is actually practiced. It gives people the ideas to construct complex buildings, real estates, as well as, sky scrapers. Architecture field is mostly influenced by rapid

TOPIC 2 Movie Review Example | Topics and Well Written Essays - 1250 words

TOPIC 2 - Movie Review Example hoice to not use any color palette aside from gray, black, and white in the movie creates a gripping sense of drama and the unexpected that helps to place the viewer on the edge of his seat. The story is kicked off by the voice of a narrator, an old man who had previously lived in the village and experienced the mysterious events that remained without answers. His narration is supposed to be a hindsight explanation of how the Germans eventually fell prey to the Fascism of Adolf Hitler during World War 2. In his mind, the reasons behind the rise of the Third Reich and the potential targeting of the Jews can be traced back, at least for him and those whom he knew, to the way that their little village was run by the Baron and its other residents in a similar fashion during the years leading up to World War 1. The children who grew up during this era were after all, the very same children who came into adulthood during the time of Hitler and delivered the power he so craved to him when he asked for it. Hanke, as a film maker, dug deep into the history of the two world wars that Germany was directly involved in order to successfully portray the complex love and hate relation ships of the village residents that served as the catalyst of violence within the community. Borrowing from American literature, the children who wore the â€Å"White Ribbon† on their arms reminds one of the evil and judgment that accompanied the women who wore the â€Å"Scarlett Letter† in Nathaniel Hawthornes historic American literary work. The incestuous relationship between the doctor and his 14 year old daughter proves the kind of complex relationship between the residents of the village. Although the doctor loved her father, as shown at the beginning after his fall from his horse, she also despised him for abusing her. The wife of the Baron, was in a hurtful love affair with the same doctor whom she could not leave. By interweaving the lives of these people, we begin a study in human nature

Nathan Hale Essay Example | Topics and Well Written Essays - 500 words

Nathan Hale - Essay Example To be able to identify a terrorist, we must be able to define the terrorist whether it is an individual, an organization, or a sponsoring state. Freedom fighters are generally defined as a local organization, possibly military or pari-military, that is fighting a military force that is believed to be illegally occupying the local territory (Ash 2001). Freedom fighters were instrumental in impeding Nazi aggression across Europe during WWII. Guerrilla warfare is fought by small bands of irregular soldiers usually against an oppressive government in their own country, and generally restricts its targets to military and government facilities. The FBI, CIA, State Department, and United Nations all agree that to attain the label of terrorist they must target the civilian population (Beres n.d.). It may be an individual, a group, an organization, or a country that funds and advocates terrorism. Terrorism must use misappropriated violence or the threat of violence against the civilian populace to alarm or intimidate a government. The Department of Defense further defines terrorism as, "...violence against persons or property to intimidate or coerce a government, the civilian population, or any segment thereof, in furtherance of political or social objectives" (Beres n.d.).

7TM Helix Protein Rhodopsin and Bacteriorhodopsin Comparison

7TM Helix Protein Rhodopsin and Bacteriorhodopsin Comparison Compare and contrast the 7TM helix proteins rhodopsin and bacteriorhodopsin at the molecular and cellular levels. Rhodopsin and bacteriorhodopsin both belong to the G-protein coupled receptor (GPCR) family. They each have 7 alpha helical transmembrane domains which are embedded in their respective membranes. The two proteins are related but not identical and therefore contain many similarities as well as differences. Structurally the proteins are similar, while functionally, aside from being light-sensitive proteins and using light to initiate their processes, these two distinct proteins have a range of differences. Rhodopsin is a eukaryotic protein and it is the main photoreceptor pigment contained within the discs of the outer segment of vertebrate rod photoreceptors amongst other supporting proteins. Rhodopsin molecules have very high sensitivity to light and are the pigment responsible for enabling vision in dim light conditions and monochromatic vision in the dark. Exposure of rhodopsin to light causes the pigment to be photobleached, this initiates the transmission of the optical signal. The full regeneration of the human rhodopsin molecule occurs within approximately 45 minutes. Bacteriorhodopsin is a prokaryotic protein present in archaea. It is a light-dependent proton pump which is used to carry out phototrophy. Energy from light is utilised to move protons out of the cell, across the membrane, forming a large concentration gradient and making the inside of the cell up to 10000 times more alkali than outside. The subsequent proton gradient is converted into chemical energy. Both rhodop sin and bacteriorhodopsin maximally absorb light of the wavelength around 500nm which is the green colour range. Both rhodopsin and bacteriorhodopsin contain a retinal chromophore, although the two chromophores are not identical and rather, are isomers of each other. The retinal chromophore is comprised of a ÃŽ ²-ionone ring bound to a polyene chain. In both cases the retinal chromophore is positioned horizontally within the membrane. Rhodopsin is formed of the protein opsin and the reversibly and covalently bound co-factor 11-cis-retinal, which is the photo-reactive chromophore. Opsin consists of 7 transmembrane ÃŽ ± helices which are connected by polypeptide loops which occlude the agonist binding site. There is an 8th helix present in opsin however this is not transmembranous and plays a regulatory role in rhodopsin. The Æ -amino group of lysine 296 within the opsin molecule is covalently bound to the aldehyde group of retinal by a protonated Schiff base in a central cavity between the 6th and 7th helix. Bacteriorhodopsin is formed of the protein bacterio-opsin which is bound to all-trans-retinal in a covalent and reversible manner. Bacterio-opsin, as in rhodopsin, is formed of 7 transmembrane ÃŽ ± helices connected by polypeptide loops. The Æ -amino of lysine 216 within bacterio-opsin is covalently bound to the aldehyde group of retinal. Again this interaction occurs within a central pocket on the 7th helix. Rhodopsin exists as a monomer within the membrane of rod cells whereas bacteriorhodopsin in its wild type state is in a trimer of 3 identical protein chains each rotated 120 ° relative to the others. Bacteriorhodopsin and rhodopsin have no detectable sequence homology to one another, however due to the similarity of their tertiary structures it is believed they are evolutionarily related. In vertebrate rod cells light induces phototransduction by interaction with rhodopsin. Light is absorbed very efficiently by retinal due to its polyene tail. The retinal absorbs a photon which causes it to undergo an isomerisation reaction to the activated all-trans-retinal configuration from its initial 11-cis-retinal configuration. In order to accommodate the altered shape of the all-trans-retinal the rhodopsin molecule undergoes a series of relaxations which includes the movement of helices 5 and 6 outwards creating a cavity, this movement is around 5Ã…. Upon the absorption of a photon by the retinal chromophore the rhodopsin molecule is converted to photorhodopsin within 200 femtoseconds. The second intermediate forms within picoseconds following irradiation and is called bathorhodopsin, this has all-trans bonds which are distorted. The next intermediate is lumirhodopsin which forms within nanoseconds. Lumirhodopsin is converted to metarhodopsin I within milliseconds. During t hese steps the protonated Schiff’s base remains unchanged. Finally metarhodopsin I is converted to metarhodopsin II, within milliseconds, this causes the Schiff base to become deprotonated. Neuronal excitation is initiated by metarhodopsin II activating transducin, an associated G protein, triggering a second messenger cascade with cyclic guanosine monophosphate (cGMP), activating the visual phototransduction pathway. The activation of transducin is triggered by the exchange of GDP to GTP on the ÃŽ ± subunit of transducin. Activated transducin binds and removes the inhibitory subunits which inactivate cGMP phosphodiesterase. This process activatescGMP phosphodiesterase which subsequently hydrolyses cGMP. Hydrolysis of cGMP reduces the cellular levels of cGMP which leads to inactivation of the cGMP-gated cation channels in the cell membrane. This causes the photoreceptor cells to become hyperpolarised altering the rate of neurotransmitter release and resulting in neuronal sign alling. At each step of this process the signal is amplified. Deactivation of metarhodopsin II occurs by interaction with rhodopsin kinase and arrestin. Rhodopsin kinase phosphorylates the activated GPCR and arrestin desensitizes it. Regeneration of the rhodopsin pigment to its original state must occur in order to allow phototransduction to occur again.Multiple serine and threonine residues at the carboxyl terminal of metarhodopsin II are phosphorylated, this is catalysed by rhodopsin kinase, arrestin then binds to the altered metarhodopsin II preventing further interaction with transducin. The ÃŽ ± subunit of the transducin re-associates with the ÃŽ ²Ãƒâ€ Ã‚ ´ subunits and its in-built GTP-ase activity hydrolyses the GTP to GDP, this returns the cGMP phosphodiesterase to its inactive state. cGMP is synthesised from GTP by guanylate cyclase increasing the cGMP levels to reopen the cGMP gated channels and this allows restoration of the cell to its original state. In bacteriorhodopsin, like in rhodopsin, it is the retinal molecule which absorbs a photon and changes conformation. The initial all-trans-retinal configuration is converted to 13-cis-retinal. This isomerisation causes the bacteriorhodopsin molecule to undergo a conformational change, via a number of intermediates, to accommodate the change in retinal structure. This change of conformation subsequently alters the proton pumping action of bacteriorhodopsin. Upon absorption of a photon the all-trans-retinal photoisomerises to 13-cis-retinal, this is almost the exact opposite of the cis-retinal to trans-retinal configuration change that occurs in rhodopsin. In bacteriorhodopsin the initial photo-isomerisation results in the intermediate J600, as in rhodopsin this first isomerisation occurs in a femtosecond timescale. J600 subsequently becomes K590 within 5 picoseconds. The next conversion of the K590 intermediate to the L550 intermediate happens within 2 microseconds. This conversion re sults in stronger hydrogen bonding between aspartate 85 and the protonated Schiff base within the extracellular channel. Conversion of L550 to the extracellular M410 intermediate occurs within microseconds, this process involves the translocation of a proton from the protonated Schiff base to the proton acceptor aspartate 85, within the extracellular channel, this takes microseconds. In order for the proton transport to occur out of the cell the Schiff base cannot be reprotonated by aspartate 85, otherwise no proton transport could occur. Instead, the access of the Schiff base must be altered to prevent reprotonation by aspartate 85. Next the extracellular M410 is converted to cytoplasmic M410, this allows the Schiff base to be deprotonated from the outside of the cell membrane and reprotonated from the inside of the cell and hence this change of access for the M410 intermediate from extracellular to cytoplasmic allows unidirectional proton transport out of the cell. This alteration repositions the access for the Schiff base from extracellular to intracellular. The cytoplasmic M410 is then converted to the N560 intermediate Following the earlier change in access for the Schiff base, it can then be reprotonated from aspartate 96 which is located within a channel from the cytoplasm to the membrane. This process occurs within milliseconds. The aspartate 96 is then reprotonated from the cytoplasm to allow the Schiff base to be reprotonated multiple times and allow the cycle to continue. To ensure one-way proton transport the Schiff base must be accessible to either aspartate 96 or aspartate 85 during different stages of the cycle and therefore the positioning of the Schiff base must be switched dependent on which aspartate requires access and the stage of the cycle, aspartate 85 needs access to deprotonate the Schiff base on the extracellular side and aspartate 96 is used to reprotonate the Schiff base from the cytoplasm. Aspartate 85 and aspartate 96 are now both protonated in the N560 intermediate and this leads to a subsequent thermoisomerisation reaction. During this thermoisomerisation The N560 intermediate is converted to the O640 intermediate. In this step the activated 13-cis-retinal configuration is thermally isomerised back to the original all-trans-retinal configuration. To complete this cycle the aspartate 85 must be deprotonated. The final step involves the conversion of the O640 intermediate back to bacteriorhodopsin. The Schiff base is again repositioned switching the access to it back from the cytoplasmic side back to the extracellular side of the membrane, aspartate 85 is then deprotonated to restore the bacteriorhodopsin molecule back to its original state which facilitates the continual pumping of protons out of the cell across the membrane. The protons in the extracellular matrix are allowed to flow back into the cell via ATP synthase down the concentration gradient, this allows the synthesis of ATP which provides the ene rgy to power the archaea cell. There are a large number of differences ranging from the amino acid sequences to the functions of bacteriorhodopsin and rhodopsin, however in spite of these vast differences there are still many similarities including the 3 dimensional structure and the presence of a photon absorbing retinal chromophore. These similarities have led to the 2 proteins being grouped together in the Structural Classification Of Proteins and they provide relevant structural information about other 7 transmembrane proteins in order to make structural predictions and associations about other similar proteins.