Eli Lilly: Developing Cymbalta

Eli Lilly and company is a pharmaceutical company that was established in 1876 by Colonel Eli Lilly, who had served in the union army during the Civil War. One of the products the company developed includes the antidepressant drug Prozac, which has been a legendary product for the company and has generated billions of dollars since its launch. As Prozac’s patent expiration date approached, thereby allowing the sale of generic versions in the U. S. , the company decided to pursue a product to replace Prozac, named Cymbalta. John Kaiser, the marketing director at Eli Lilly and member of a cross-functional R&D team, new anti-depressant team (NAT), has been tasked to lead this effort. Kaiser prepared a presentation about the potential successor, Cymbalta, and convened a meeting with the NAT members to discuss its future potential. The goal of the meeting was to thoroughly analyze and discuss the pros and cons about Cymbalta’s development and strategic opportunities based on the different options of use. This paper will identify the strategic issues and problems the NAT faced in developing the new product. The paper will then analyze and evaluate the industry and market behavior by using a SWOT analysis. Finally, this paper will offer a set of recommendations based on the surrounding circumstances and options available to the Eli Lilly team. Identification of the strategic issues and problems: Eli Lilly and company’s NAT members began the process of searching for a successful replacement to Prozac by looking into the strategic choices, possibilities, and successful launch of a replacement shortly after the expiration of Prozac’s patent. Cymbalta was considered as a viable successor to Prozac because it seemed a) to be as good as or better than existing antidepressants, b) to show no signs of safety precautions or toxicity issues, c) to meet previous unmet patient needs, and d) to show promising signs of development as a product to also treat pain, especially if it did not cause special side effects. However, when Lilly developed Cymbalta back in the early 1990’s, for the major depressive disorder (MDD) market, the product failed to show satisfactory levels of efficacy for treating MDD in phase 2 trials in 1993. Additionally, Lilly had so little experience in the therapeutic area. Moreover, there were variances in the opinions of Neurologists and Psychiatrists related to the symptoms of pain, such as chronic back pain or recurring headache tied to depression. Those variances could peril the decision making process from the top management. Also, since there were no clear guidelines from the Food and Drug Administration (FDA), for the development of pain indications associated to depression, the likelihood of FDA approval was very slim. Kaiser and the team also encountered several constraints. The team had to decide how to prioritize the clinical trials for Cymbalta within the range of $25 to $50 million and a time frame of 15 to 18 months to design, enroll patients for trial, and then analyze and document results for the clinical trial. Each study was a major task for the NAT members and the team had the opportunity to submit only one objective to the FDA for marketing approval. On the other hand, since Cymbalta had been tested with twice daily dosages of 20 mg, 30 mg, and 40 mg, NAT members also looked into the option of conducting a new set of clinical trials to establish once-a-day dosage of 60 mg of Cymbalta to treat Major Depressive Disorder (MDD). The new option would provide more expedient dosing for patients and would also put the product on par with the major competitors. Analysis and Evaluation: The U. S. pharmaceutical industry is complex and dynamic. It’s an industry that is characterized by high-tech research and development (R&D) expenditures and extensive regulation of its products, especially in comparison with other manufacturing sectors. The U. S. Food and Drug Administration (FDA) oversee policies that produce faster review and approval times for drugs. The agency carefully evaluates the safety of any new drug and its efficacy. Such policies result in extended periods during which companies can exclusively market their pharmaceutical products. Longer periods of market exclusivity for pharmaceuticals then increase sales revenues, and increased sales revenues in turn lead to greater profits and potentially more funding for R&D. Treatment of depression is one area that the U. S. pharmaceutical industry has heavily invested in. The total sales of U. S. antidepressants reached close to $9 billion in the year 2000. Companies such as Eli Lilly capitalized on this opportunity and became a leading force in the antidepressant market with its Prozac drug. Antidepressant product development companies invest heavily in Research and Development (R&D), and patent it. With each successful launch of a product, they enjoy its patent rights for quite a long period of time and enjoy the exclusive rights to produce and sell that product resulting in enormous profits for the company. Thus, drug companies continuously attempt to differentiate their product from competitors and bundle in such a way that is more tailored to segment of the market where they can realize higher profits. SWOT Analysis: Strengths: †¢Potential successor to a highly successful brand – Prozac from a well-established company in the pharmaceutical industry. Part of the selective serotonin reuptake inhibitors (SSRI) group of drugs, which is popular and had fewer side effects than tricyclic anti-depressant (TCA) and monoamine oxidase inhibitors (MAOI). †¢Potential to treat both depression and chronic pain, such as headache and backache caused by depression. Weaknesses: †¢Product that is not different from competitors' brands. †¢Twice-a-day dosing regimen of 20-40 mg. Threats: †¢Serious market competition from competitors' brands such as Paxils and Zoloft with same efficacy. No clear concession amongst physicians as to the nature of link between depression and pain. †¢Attempting to compare Cymbalta to existing SSRI on pain might fail to conclusively separate from competitors, thus giving rival drugs an implicit endorsement for treating pain. Opportunities: †¢Potential development of 60 mg once-a-day dosage with high efficacy. †¢The possibility of pursuing patients with fibromyalgia (severe muscle pain and chronic fatigue) and Diabetic peripheral neuropathic pain or DPNP (a painful and debilitating complication of diabetes). According to the National Studies of Health, over 40 million Americans were unable to find relief from their pain, including patients with fibromyalgia and DPNP. Pros and Cons of Plausible Alternatives: If developed successfully, Cymbalta could be a unique product that has the ability to significantly reduce and improve depression and pain. Patients with fibromyalgia and DPNP could greatly benefit from Cymbalta. The pain relief may also be great for patients who suffer from depression and chronic pain like headache and backache. The NAT’s idea of pursuing the 60 mg daily dosage is also attractive if it delivers the same efficacy of current antidepressant drugs in the market. However, all of this comes with its perils. The company has to evaluate the risks and any potential side effects that the 60 mg per day dosage may have on patients. They also have to assess the feasibility of conducting a clinical trial with a 15 to 18 months’ timeframe and a projected cost of $25 to $50 million. Additionally, they would have to convince the FDA that the new product is ready to market. Failure of any of the aforementioned obstacles could result in loss of the antidepressant market to competitors. Recommendations: Depression and chronic pain diseases, such as fibromyalgia and DPNP, have a profound effect in society at large. Studies in scientific publications have estimated that depression affects 10% to 25% of the population. The antidepressant market in the U. S. in 2000 totaled sales of approximately $9 billion. Eli Lilly has positioned itself well in this market segment. The company has enjoyed a market lead with annual sales of over $2 billion with its antidepressant drug, Prozac. Cymbalta needs to focus on maintaining and increasing that $2 billion dollar revenue Prozac has achieved over the past years, by building on the successful foundations Prozac has already established. It is important to develop an updated product that will undoubtedly outperform its competitors. Cymbalta might be a successful replacement because of its good efficacy or efficacy better than existing antidepressants, Cymbalta also has no apparent safety or toxicity issues, and its possibilities of meeting a previously unmet patient needs, exemplifies why Cymbalta has the potential to total higher record sales than even Prozac.

Humans are… what, in Dick’s narrative?

Phillip K. Dick's sci-fi classic delves into a futuristic world where Earth has been ravaged by radiation from the fallout of the so-called â€Å"World War Terminus†. He explores the notion of humanity's struggle for survival in this diminished environment and incorporates their interaction with the bio-synthetic andriods which serve as mere human slaves in the off-world colonies. This essay will attempt to explore how this author has raised questions into what it exactly is to be ‘human' and how the humans portrayed in this novel can be seen as ‘un-human' when compared to their android and sub-human counterparts. The setting and scene of this novel is of a dystopian world, where many of the human inhabitants go to live in Off-World colonies such as New New York, and avoid the radiation cloud that has infested Earth. The existence of outlawed androids who seek refuge on Earth, are indistinguishable from humans and can only be identified as an android by composing certain ‘tests' such as the Voight Kampff empathy test or a bone marrow examination. This gives the feeling that humans cannot tell who their enemies are when their enemies are among them, a notion that follows the paranoia of the cold war period that xisted at the time Dick wrote this novel. The radioactive fallout has caused not only the people to emigrate out of Earth, but have made the genes of some humans to deteriorate. When this decay has passes a certain level, it is detected by a mandatory testing from the state and people who do not manage to pass this test is deemed as â€Å"specials†. They are looked down upon as sub-humans and are restricted from emigrating out of Earth in fear of â€Å"poisoning† the gene pool of the new colonies. Thus, there are three distinct groups in Dick's society, being that of humans, specials and androids. The specials and the androids are seen as inferior to the humans due to their lack of â€Å"humanness†. The specials, who were once humans, have essentially lost their rights to do human things such as emigrating, voting and even starting up a family of their own, all due to the fact that their genes have been tampered by radiation. Similarly, the androids who are physically identical to humans and simulate the way humans act to a point where it is indistinguishable, are still considered non-humans due to the fact that they were created by humans only for the purposes of slavery. The protagonist Deckard, journeys through the struggle to survive and quite fittingly represents the overall human struggle to find solace in an unforgiving world of â€Å"kipple†. Equipped with his lead codpiece, which protects him from his genes to deteriorating, Deckard is employed to retire androids, which have illegally escaped to Earth. By undertaking this mission, he is essentially doing a very â€Å"human† job although it does require the slaughter of sometimes-innocent androids that pose no threat in any way. The â€Å"threat† may be of humanity's fear of androids overcoming their built-in age limit of 4 ears and become a super-race to rival humankind. Since the androids have no empathy and do not hesitate to kill humans, the humans hunt down the androids that have escaped to Earth and kill them before they themselves get killed. Thus, it can be seen that to preserve humane values like empathy, the humans have to resort to murder without remorse like the androids in order to avoid being killed by them. Initially it is clear that between the two main characters of the novel, Deckard and Isidore, which one of the two is considered more human. There is no doubt that Deckard is more human than Isidore ccording to the distinctions that are placed within the society. Deckard is the human, who has the ability to emigrate and to reproduce, works for the police department and although owns a fake animal, takes care of this fake animal nonetheless in order to evoke empathy towards â€Å"nature†. Isidore on the other hand does not have the rights that Deckard and other humans have, does not have an animal of his own whether real or fake and lives in an isolated building surrounded by kipple. To make matters worse, Isidore is not only a special but has also been branded a â€Å"chickenhead†. This may imply that, although Isidore seems culturally enriched and sophisticated due to his vocabulary and his ideologies towards himself, humans and Mercer, he lacks common sense as evident when he mistakes a real cat for an android during his work as a delivery man. However, throughout the course of the novel there is a gradual role reversal between the two individuals. It can thus be seen as a whole, that the portrayal of humans, specials and androids do not fit in with their original levels of humanity. The humans are shown as lacking the human values through the acts of Deckard. The specials, originally humans but genetically decayed and considered sub-human, still show their possession of humanity through Isidore, and sometimes convey more humanness than the humans themselves. Lastly, the androids that are non- humans that have been built by humans still display some of the characteristics that define humanity although also displaying a lack of these same characteristics at other times. The distinctions between the three categories seems to blur due to the changing perceptions of the specials and the androids, throughout the novel. One of the most important elements of humanity which is conveyed in Dick's novel is empathy. The Voight-Kampff test, which is employed by Deckard to distinguish from humans and androids, is in fact an empathy test and the importance of empathy as a human characteristic is further emphasised by the use of empathy fusion boxes reoccurring throughout the novel. This empathy box allows fusion between the artificial â€Å"God† in Wilbur Mercer and functions as a combination of recreation and religion, used to prove to the users themselves that they are able to empathize with another person. This trait is omething that androids are unable to simulate as seen in Roy Batty's failed attempts of fusion. It is rather ironic that humans rely on machines to become one with their human self, at the same time detesting androids from existing among them. As the novel develops, Deckard is shown drifting apart from his wife Iran, the only person to whom he seems to have any real relationship with. This is significant since Deckard is portrayed as the ultimate loner, an image similar to that of detective Phillip Marlowe in his noir genres. When he is speaking with his neighbour, his attitude is a mixture of a desire o get rid of him and a desire to show off. On the whole, Deckard seems somewhat lacking when it comes to emotions. At times he seems to have no emotions at all while other times he seems uncertain to know what to feel. Isidore, on the other hand, shows a longing to interact with others and rid of his empty loneliness that has plagued him ever since he was deemed as a special. When he realises that he has finally received some new neighbours, he immediately takes a cube of margarine, the most suitable thing he could think of, as a welcoming gift to his fellow tenants. Although the reluctant android Pris hinks little of this â€Å"chickenhead†, Isidore tries his best to help her and her friends as best as he can, letting Pris to move in with him so he can â€Å"take care of her†. Throughout this whole experience, Isidore empathises with the loneliness that he feels that his new friend must be suffering from, just like he himself does. He does his best to get Pris and her android friends as comfortable as possible, unlike Deckard who has little to no feelings for anyone besides himself. It can obviously be seen, the role reversal between Deckard the human and Isidore the special is taking place. Isidore is, in fact, the person in the novel who displays the largest portion of the characteristics that are considered â€Å"human†. He immediately reacts as if it is his responsibility to be a helpful and comforting host to his new neighbours and he empathizes with the androids when told that they are being pursued by a bounty hunter. Initially, Isidore believes that these androids are regular humans beings and that the bounty hunter is some cruel monster machine, but when he later realises that his new friends are the androids themselves, his feelings of friendship and empathy towards them does not hange, even with this knowledge. That is friends are androids does not alter his perception, and has no relevance to his attitude towards them; only their relationship with him is all that matters to him. This may be due to the fact that since he has being isolated for such a long time, he does not care whether his friends are â€Å"fake†, or maybe it is because he is a â€Å"chickenhead† and is too nieve to see that his friends are actually outlaws and pose a potential threat towards the society. However, the fact that he does not consider someone to be worth less or to be less human just because they happen to belong to a articular â€Å"race† shows that he has a genuine feeling of understanding of others when being discriminated against. The only time he does not seem to empathize with his new android neighbours is when Pris pulls off the legs of a real spider they have found. It can be seen that not only does she show her lack of empathy and inhumanity whilst performing this act, she also seems to enjoy seeing Isidore's anguish. Thus Isidore shows that he has strong empathy for whomever or whatever gets hurt, be it man or spider. From the actions of Deckard, whether it be that he does not use his empathy box as often as he should, is growing frustration and unemotional relationship with his wife or his act of sleeping with the android Rachel while contemplating to kill her shows his total lack of humanness for a person who is supposed to epitomise humanity in this novel. When compared to the actions of Isidore and his regular sessions with his empathy box and genuine concern and empathy towards his android neighbours when hearing that they are being hunted by a bounty hunter, he seems much more in touch with human qualities even when being classified as a special and a chickenhead. When Deckard is compared also with some of the raits that the androids show, it may be said that androids value and undertake human characteristics more than humans themselves. Roy Batty, the leader of the escaped Nexus-6 androids, has tried to achieve fusion both for himself and others so he can gain the sense of belonging and assimilating into this society. Luba Luft has an unbelievably talented singing voice and appreciates such cultural things as the opera and the arts, while being intrigued by the realist paintings in the theatre as she can see that it mirrors the sufferings of her own life. Even Deckard himself realises that this android does not deserve o die as she is a wonderful performer and is doing good rather than harm towards the society. The Rand Corporation's â€Å"daughter† Rachel is supposed to be incapable of emotions but claims to love Deckard and is prepared to do Deckard's dirty work in order for him to love her back. There does exist a contrasting factor, since she offers to kill one of her fellow Nexus-6 so it reverses the original perception that she is totally innocent of being inhumane. It is also seen that she may have merely seduced Deckard for her own ends, as instructed by her creator, Rand. Nonetheless, when compared to Deckard, who is considered human by society but is very cold and unfeeling with people such as Isidore and Rachel, who are considered sub-human and non-human respectively but display much more emotion, the roles of each class and the way they ought to act seems contradictory. On the whole, Do Androids Dream Of Electric Sheep conveys a sense that the characteristics that define a human being can be present in both androids and supposedly, deteriorated humans. In the same way, humans that are considered â€Å"real humans† by society may be lacking these characteristics. Thus the boundary between human and non-human seems to be very vague.

Media ethics in advertising

Media ethics is defined as, the norms or standards of behavior that guide moral choices about the conduct of dealing with particular ethical principles applied by the media organizations, while advertising ethics is an emotional process that is normally applied by the media organizations to reach the general public, with a core objective of creating persuasion to the audiences to take a particular action on a particular product or event being advertised.Although there are no laws governing the communication process carried out by most advertising agencies, the media organisation pursuing the advertisements are basically regulated by the self organisation so as to ,maintain the standards and reputation of the media organisation to the public. The advertising media may include; advertising agencies, news papers, films, television stations and radio stations depending on the preferences of the product manufactures.[1]In this case, we find that most businessmen use the media as their mea ns of promoting their products to the market, through advertising, which is said to increase the audiences’ need for consuming particular products that are presented by the media, and its through this advertising that the society is notified of the presence of a new product in the market, we see that once a product is bought, another product emerges in the market. Therefore, advertising is used to influence the decision making process of a particular audience to purchase a particular product due to desires created by the media through its attractive presentation of the products quality.In this case, the audiences are said to be a major factor in median advertising communication, since it is through the audiences that the conveying and sourcing of information by the media for business organizations is made successful. The media itself regards the audience as being passive in the interpretation of media messages. And it is in this messages that the media gets the power to influ ences the audience. These audiences can be noticed by the specific needs that are always specific, whereby they are forced to look upon the media so as they can derive their satisfaction.[2]The audiences are therefore, forced to tolerate various advertising information done by the media depending on their desire to fulfill their specified needs.   Personality under this, we find that the audience have the urge of using the advertisements on the media wanting to compare themselves with other people in the society, or even compare their lifestyle and situations with others so that they can identify their status in the society, therefore they are forced to watch, read or listen to particular media items despite the fact that they are adverts.The need for dependency makes the audience to be looking upon the media to be given information about the events taking place and the products present in the market globally, so they have to tolerate the messages by the media so as they get the i nformation about a particular event taking place. In this case we find that the audience read, listen and interpret the message depending on their socio-economic class, gender, age, education and their ethnic backgrounds, in this manner we find that they are influenced by the media to carry out a particular action or even to copy the concepts of life shown in the message that is put across to them through advertisements.We see that the audience is made aware of the product and how they are to obtain it. Awareness is a stage where a consumer or the audience must have the knowledge of the existence of a particular product in the market, this is because, if a buyer is not aware of the product then there will be no action taken on the purchasing process and the business owner is likely to undergo losses due to lack of the market for its product. The media also creates interest to the audience about a particular product, he intends to buy, and therefore, he is persuaded by the content of the message presented by the media that the product is relevant to his needs.[3]Through the media, understanding is imposed on the audience whereby, the consumer should be able to know how the particular product will meet his needs, thus the media includes the benefits and the procedures of using a particular product, under this, and the media practices its role of educating its audience. Media ethics plays a major role in the creation of attitude of the audiences; under this, the consumer must be able to develop a positive feeling towards the product, depending on the persuasive message given by the media about the product. And finally we see that the audience is led to the purchase of the product, although it may take some time later after trying to get the shop that stocks the favorite this also enriches both the business and the media when the goods are sold.So, most media houses take this advantage of their presentation of the product to give various products false information so that, it may get its awareness by the audience. We find the advertisers use various methods to influence the society at large, this include:Disinformation is the passing of false information by the media. This act include   the giving out of counterfeit information or photographs   about a particular product, with an intention of misleading the audience by convincing them to believe the untruth statements, so that they engage in a particular activity so as the source of the particular information may benefit.This practice is not only practiced by the business owners, but it is also used by various political leaders and the government, who influence the media organizations to disseminate certain information that is meant to undermine other leaders in the government and through this, we find that the audience are led to take an action depending on the message given to them by the media who are surely, aware that the information included in the advertisement is not true.   Th is is usually referred to as false advertising in which the advertising agencies use a deliberate untrue statement to gain a profitable advantage; under this many consumers are persuaded to engage in business transactions or activities that will fulfill the need of the advertisement.[4]The business owners are said to using the following methods to influence the consumers to purchase their products this includes: Pricing Methods; this is the most applied practice by most business owners, it is said to be the prime way to deceit consumers into paying more than the advertised price, we find that, they advertise a particular sale price and when one gets to the shop he finds that the price is not the exact advertised price in the media.The other method applied by the business men is the introductory offer, this applied only for a period of time, where we see that when a new product is brought into the market, there is always an introductory offer to the consumers and after the expiry of the introductory time, the consumers who had accepted the first offer are not noticed on the changes and they are found to be buying the products thus benefiting the producers. The intention for this is to have the consumers to get used to the first offer whereby they continue buying the products without the knowledge of an increase in the price; this practice is usually used on the selling of electronic appliances.The other deceptive method used by the advertisers is the; misrepresentation; this is a situation where, a particular product is given some descriptive values that it actually doesn’t carry, this is mainly used to mislead the consumers that a particular product posses, an example of this is the case where most consumers were misled by a message showing that a higher level of animal care is provided, than was actually the case by the United Egg Producers’ logo on egg cartons   which said â€Å"Animal Care Certified† [5]Other producers are better know n for misleading their consumers by the use of over sizing and under sizing the packages of the products, we find that most of the packages are packed leaving some vacant spaces at the top, this is basically found in products that are normally packed in cans and this character is not noticed until it is purchased and opened by the consumer, this is mostly deceptive where the consumer is convinced that the weight and size of the product is worth the money he is paying for the product.This method is deceptive in a manner that we find that the packaging is of the same size but it carries a less product than before. Thus the consumers continue buying the products knowing that the quantity of the product is still the same as it was in the beginning, and the unethical practices appears when the label on the product is changed to be a sign of the new amount of the product, but it is always presented in a manner that is not easily noticeable.Sexuality is another concept used by most busines ses whereby, it is argued that this method is the most effective for drawing the consumers’ immediate interest, holding it and, in the long run, introducing a product that associates with that interest created by the media. In this case we find that various images of pretty women are related to an advertisement which does not accurately connect with the characteristics of the product being advertised.This method is normally used in advertising cosmetic products, whereby the display of sexual acts are highly said to be explicit to the consumers thus enhancing attractive features of the products. The sex appeal may be presented in an electronic media such as the radio, where there is a limitation on visual activities; therefore the advertisers opt to use a voice that reveals a particular emotion after the use of the particular good, while in print and television media the use of sexual images is exclusively used.[6]  Though this advertising may also have some negative impacts on the audience whereby, we may find that the person may not be able to fulfill the desires created in him on the purchasing of that particular good due to the economic status of the audience, then the person ends up creating anxiety, stress and frustration depending on the kind of information given by the media. The media organizations and the business owners are advised to be loyal to its audience and the consumers of their particular products so that they can keep the ethical standards and reputation of their organizations.ReferencesCouldry, N. and Curran, J. (2003): Contesting Media Power, Alternative media in aNetworked world, Lanham and Oxford, Rowman and Littlefield.Christians, C. G. et al. (2004): Media Ethics, Cases & Moral Reasoning; 7th Edn: New York, Allyn and Bacon.Croteau, D. and Hoynes, W. (2000): Media Society: Industries, Images and Audiences,Second Edition, Thousand Oaks, Pine Forge Press.Patterson, P. L.   and Wilkins, C. (2004): Media Ethics, Issues & Cases, 5 th edition: New York, McGraw HillRichards, J. I. (1990): Deceptive Advertising; Erlbaum at p. 20.[1] Richards, J. I. (1990): Deceptive Advertising; Erlbaum at p. 20. [2] Richards, J. I. (1990): Deceptive Advertising; Erlbaum at p. 20. [3] Patterson, P. L.   and Wilkins, C. (2004): Media Ethics, Issues & Cases, 5th   edition: New York, McGraw Hill [4] Patterson, P. L.   and Wilkins, C. (2004): Media Ethics, Issues & Cases, 5th   edition: New York, McGraw Hill [5] Couldry, N. and Curran, J. (2003): Contesting Media Power, Alternative media in a Networked world, Lanham and Oxford, Rowman and Littlefield. [6] Croteau, D. and Hoynes, W. (2000): Media Society: Industries, Images and Audiences, Second Edition, Thousand Oaks, Pine Forge Press.

Emergency medical services ambulances issues Research Paper - 1

Emergency medical services ambulances issues - Research Paper Example This technique is costly to apply when selecting EMS technology. Assessment and selection of efficient and cost effective information technology devices have been some of the issues affecting emergency medical services in the recent times. Transmitting medical information directly to a hospital can help save time, money and more importantly save a patient’s life. The advent of onboard mobile gateway (oMG) wireless system from In Motion Technology British Columbia, Canada has made it possible to equip vehicles (ambulances) with computing devices that are able to communicate with each other in and outside the vehicle, using wired and wireless technology (Rich, 2012). The system being a multi purpose built communications processor minimizes proliferation of wireless accounts, radio modems and antennas by enabling local area network (LAN) devices to share assets with wide area network resources. The system is also self regulating thereby reducing the need for dispatchers since it can automatically sense, assess and select the best available network to provide a back up should the primary network fail. The central medical emergency dispatch (CMED) system is mostly suitable for voice communications. oMG has mobile da ta capabilities such as biometrics, LPR, and e-ticketing which provide officers with greater access to information in the field. With such tools and many more, officers do not have to radio a dispatcher to obtain information about vehicles or suspects. Secure, wireless wide area networking transit fleet operations are enhanced by the powerful oMG communications platform. All systems aboard an ambulance i.e. video surveillance, CAD/AVL etc are allowed access to multiple garage area and wide area wireless networks. This platform solves communications problems of health care professionals by providing a multi network environment with full access to

Factors Influence a Consumer to Select Restaurant in the UK Coursework

Factors Influence a Consumer to Select Restaurant in the UK - Coursework Example Restaurant selection has without any doubt become an established art as of these days. While consumers seemingly exclaim that the quality of prepared food and the type food are the critical variables for restaurant selection or rejection for that question, there might definitely be an overwhelming number of other less significant choice variables. This line of reasoning may in addition to the former one, prove to be an unquestioning component of the deciding factors in determining the final reflection on restaurant selection for the British consumers. In a very significant contrast to what used to be the norms in the early days of the restaurant in Britain, when getting fed was supposed to be the one and only explanation for hungry consumers to visit commercial eating places in the United Kingdom, consumers of the present age have acquired different moods and tastes and accordingly, rummage around for restaurants or dining places where they could get a more than fair to middling oppo rtunity in order to comply with the requirements of their specific penchant and palate. In sequence to putting adequate light on the subject of restaurant selection and the motives and driving factors that move British consumers, there is a dire need to furthermore look into and discuss another major and very much relevant topic which is; dining out. Selection of a Restaurant is no doubt very much related to the subject of Dining Out. Everyone needs to eat out and enjoy. There is a considerable population in Britain that actually loves to go and eat out in restaurants, cafes, fast food outlets and even bars, taverns, and inns. For some consumers though, it is a leisure activity that usually takes up all of their time and more often than not, their amounts of money too. The specific comportment, in which Britons dine out today, is evermore changing and before we could even start taking into account the ins and outs of modern day restaurant dining, it is important and interesting to u nderstand how the actual practice got underway.  

Microbiology-microorganism identification Assignment

Microbiology-microorganism identification - Assignment Example From the diagnostic table, only four bacterial species are expected to test positive using Gram stain, namely Bacillus subtilis, Micrococcus luteus, Staphylococcus aureus and Enterococcus faecalis. The Gram stain test thus allows the analyst to reduce the number of possible bacterial species that need to be ruled out during the identification assay. Another characteristic that facilitates our species identification was associated with the positive results obtained from the methyl red (MR) test. The observation of a bright red color was instrumental in narrowing down our candidates species to two bacteria, namely Staphylococcus aureus or Enterococcus faecalis. The generation of negative results from the Gelatin Hydrolysis, Voges-Proskauer (VP) and Nitrate Production tests also assisted in the identification of bacterial species. No, not all the observed characteristics agreed with those indicated in Bergey’s Manual. The cell arrangement of our organism was observed to be in single pairs or short chains, while the manual described that the bacteria were generally found in clusters. In addition, a positive result was observed in the citrate utilization test, when the manual indicated that our bacterial species generally results in a positive reaction. Unfortunately, the catalase and oxidase tests were not performed due to lack of time. The microbiological assay involves the reaction of the catalase enzyme, as it disrupts hydrogen peroxide, resulting in the production of water, as well as oxygen. Catalase is considered as a very common protein enzyme that is present in almost of organisms and is regarded by microbiologists as a very useful enzyme that helps in the identification of specific bacterial species (Maehly and Chance, 1954). It is also possible to identify the bacterial species through its requirement for oxygen. It should be understood that both oxidation and

Comparsion Term Paper Example | Topics and Well Written Essays - 750 words

Comparsion - Term Paper Example â€Å"Trifles† analyzes the dark shades underlying the married life of John and Minnie Wright and the attitude of Henderson, Hale and Peters to Mrs. Peters and Mrs. Hale. Torvald’s attitude towards Nora in â€Å"A Doll’s House† resembles the men’s attitude towards the women in â€Å"Trifles† and gender assumptions contribute to the conflict in the two plays. Torvald’s attitude towards Nora is that of the benevolent patriarch. She is his â€Å"little lark,† â€Å"squirrel,† and â€Å"little featherhead!† (Ibsen, Act I). He considers her to be a â€Å"helpless little mortal† (Act II), who is so lacking in sense that she cannot even take care of her teeth: he forbids her to eat macaroons. He expects obedience from her and complacently responds â€Å"No, I am sure of that,† when Nora declares â€Å"I should not think of going against your wishes† (I). Nora is a child, who needs to be guided and wat ched over. When he catches her in a little lie, he actually â€Å"Shakes his finger at her† in admonishment (I). He agrees with Nora when she says, â€Å"Everything I think of seems so silly and insignificant† (I). He takes great pleasure in criticizing and correcting her dance. Torvald attitude is very sanctimonious. When Nora says, â€Å"Everything you do is quite right, Torvald,† he replies, â€Å"Now my little skylark is speaking reasonably† (III). Her criticism of his attitude towards Krogstad as â€Å"narrow-minded,† inflames him and he deliberately dismisses Krogstad immediately. He treats Nora as a â€Å"doll-wife† (III) whose priority is to amuse him with tricks of â€Å"dancing and dressing-up and reciting† (I). Torvald criticizes her money-sense by saying, â€Å"That is like a woman† (I). Torvald treats Nora as a parent would an indulged, irresponsible and helpless child. Torvald’s attitude toward his wife is reflected in the attitude of the men towards the women in â€Å"Trifles.† The men are extremely condescending in their treatment of Mrs. Peters and Mrs. Hale in the play. When Minnie Wright’s concern over her preserves is aired, Henderson declares that â€Å"women are used to worrying about trifles† (Glaspell, 9). Likewise, â€Å"the men laugh† (17) at their preoccupation with Minnie’s work on her patchwork quilt. The question as to whether Minnie intended â€Å"to quilt it or just knot it† becomes a recurring joke which has connotations of masculine superiority and amused tolerance. The men are prepared to indulge the women in their little worries and Henderson figuratively gives them a sanctimonious pat on the back with his â€Å"what would we do without the ladies?† (9). The men ignore the kitchen in their search for evidence, with the Sheriff dismissing it â€Å"as nothing here but kitchen things† (8). The implication is th at the kitchen is the woman’s domain and, as such, does not deserve to be given much importance. A woman’s duty is as a housekeeper and she is expected to keep a spick and span house. The men are aware that their indulgent attitude towards the perceived fragility and insignificance of women will be mirrored by the jury: Henderson points out â€Å"But you know juries when it comes to women† (28). In line with his refusal to take the women seriously, Henderson does not bother to check the things carried out by the women. The vast disconnect between male assumptions and the reality of women directly