Environmental effects on bacterial growth Lab Report

Environmental effects on bacterial growth - Lab Report Example The central question for the experiment was: Do environmental factors limit the growth of bacteria. Due to the comprehensive nature of the term environmental factors, I chose to carry an experiment on the effects of temperature, oxygen concentration, osmotic pressure and the availability of nutrients on the growth of bacteria, as they are the major factors that affect the growth of the organisms. My main hypothesis for the experiment was that temperature, oxygen concentration, nutrients availability, osmotic pressure could limit the growth of bacteria and the optimum growth of the organism will be achieved at temperatures of 37 degrees Celsius. This is the core reason for my preference to carry out this experiment and use the stated hypothesis. My knowledge of temperature, oxygen concentration, nutrients availability and osmotic pressure availability or absence are capable of killing most of the organisms including bacteria pushed me to carry out the experiment. Secondly, the knowledge that the bacteria that exist in the polar habitats are different from those that grows in the temperate climates with different pressure and oxygen levels also made me carry out the experiment. During the experiment, different procedures were carried out labeled from procedure A, B, C, D and E. Procedure A was to test the tolerance of bacteria for osmotic pressure, procedures C and D are to examine the use of nutrients. Procedure E was to test oxygen tolerance and use by the bacteria. For procedures A and B, the width of the streak line of growth for each organism is recorded and the rate of growth for each recorded over time. For procedures C and D that are on the use of nutrients by the organism, the turbidity level of each organism is determined qualitatively and a subjective 0-5 range over which turbidity is estimated. Procedure D is done on biofilm formation. After qualitatively determining the turbidity levels qualitatively,

Management Assignment Example | Topics and Well Written Essays - 250 words - 5

Management - Assignment Example Effective information cycles aid the public in improving the quality of goods and services provided when they feedback from the public. The feedback portrays the level of satisfaction among users of the firm’s commodities. Informing the public is a constitutional affair that the law looks into. This is because the firms and the public are in contract agreements most times. Involving the public in firm activity not only helps in providing quality production of commodities, it also creates security networks for the firms. Firms that involve the public in their activities gain a substantial amount of confidence in their customers and develop consumer loyalties with them. Firms can involve the public in their activities by allowing them to use their facilities friendly rates that are subsidized or without paying for them at all. Such facilities like the gymnasium, public halls and fields. Firms should also provide employment to the public without bias to create better relations with its

Acceptable Encryption Policy

Acceptable Encryption Policy Introduction The purpose of this policy is to supply with the general principles that limit the use of encryption to those algorithms that have received considerable public review and have been proven to work effectively. Scope This policy applies to all Staysure.co.uk employees and affiliates. Policy It is strongly recommended to use the Advanced Encryption Standard (AES) for symmetric encryption. It is strongly recommended to use the RSA and Elliptic Curve Cryptography (ECC) algorithms for asymmetric encryption. In general, Staysure company adheres to the NIST Policy on Hash Functions. Diffie-Hellman, IKE, or Elliptic curve Diffie-Hellman (ECDH) Key exchanges must be used. End points must be authenticated before exchanging the key or derivation of session keys. Public keys used to establish trust must be authenticated prior to use. All servers and applications using SSL or TLS must have the certificates signed by a known, trusted provider. Cryptographic keys must be generated and stored in a secure manner that prevents loss, theft, or compromise. This Policy must be verified and accepted by the Infosec team through different methods. Any employee found to have violeted this policy will be dealt with in accordance to Staysure disciplinary procedures. This may lead to a termination of employment for employees and termination of contract for service providers. Database Credentials Coding Policy Introduction For an application to connect to the internal database it is necessary to authorize through the database authentication credentials. But incorrect use, storage and transmission of such credentials will lead to compromise of very sensitive data. Scope This policy is for all system implementer and software engineers who work on coding applications that will access database server on the Staysure Network. Policy To maintain the security of Staysures internal databases, access by software programs must be granted only after authentication with credentials. The credentials used for this authentication must not reside in the main, executing body of the program. Database credentials must not be stored in a location that can be accessed through a web server. Database credentials may be stored as part of an authentication server (i.e., an entitlement directory), such as an LDAP server used for user authentication Database credentials may not reside in the documents tree of a web server. Passwords or pass phrases used to access a database must adhere to the Password Policy. Every program must have unique database credentials. Sharing of credentials between programs is not allowed. Developer groups must have a process in place to ensure that database passwords are controlled and changed in accordance with the Password Policy This Policy must be verified and accepted by the Infosec team through different methods. Any employee found to have violeted this policy will be dealt with in accordance to Staysure disciplinary procedures. This may lead to a termination of employment for employees and termination of contract for service providers. Any program code or application that violates this policy must be remediated within a 90 day period Web Application Security Policy Introduction The largest portion of attack vectors outside the malware is accounted by the Web applications. It is necessary that any web application prior to production deployment should be assessed for vulnerabilities. Scope This policy is for assessments of all web applications for maintaining the security posture, compliance, risk management, and change control of technologies in use at Staysure.co.uk Policy New Application Releasewill be subject to a full assessment prior to release into the live environment. Third Party Web Applicationwill be subject to full assessment after which it will be bound to policy requirements. Patch Releaseswill be subject to an appropriate assessment level based on the risk of the changes to the application functionality and architecture. Any high risk issue must be fixed immediately or other mitigation strategies must be put in place to limit exposure before deployment. A full assessment is comprised of tests for all known web application vulnerabilities using both automated and manual tools based on the OWASP Testing Guide A quick assessment will consist of a (typically) automated scan of an application for the OWASP Top Ten web application security risks at a minimum. A targeted assessment is performed to verify vulnerability remediation changes or new application functionality. This Policy must be verified and accepted by the Infosec team through different methods. Any employee found to have violeted this policy will be dealt with in accordance to Staysure disciplinary procedures. This may lead to a termination of employment for employees and termination of contract for service providers.

Assimilation into Society :: essays research papers

Because of the concept of the word race, wars have been started and millions of people have been discriminated against. To me, it appears to be simply another evil in the world that we, as humans, must deal with and potentially overcome. Since the beginning of time, race has done nothing but give people a reason to argue, fight, and discriminate. It gives people reason to not associate with their fellow man. It causes a fear of the out-of-the-ordinary. Without education, race can be a barrier separating us. It takes an intelligent, genuine person to see past this nonsense. Education helps one realize the fallacy race creates. There is no such thing as a superior race. Unfortunately, many people have difficulty seeing past portrayed stereotypes. It may take a person years or decades to come to terms with the fact that their skin color means about as much as their eye color. Eric Liu, an Asian-American, and Malcolm X, an African-American, take us on their journey through the difficult process of accepting their individual races. Both authors have periods of confusion and disorientation about their races which causes them to change their appearance in order to feel accepted. Ultimately, they overcome their misconceptions and learn to appreciate themselves. During his childhood, Eric Liu had difficulty coping with the fact that he was an Asian-American living in a predominantly white community. His appearance and his home life, among other things, made him feel out of place. Living in a middle-class suburb that was dominated by â€Å"whiteness,† Liu was disoriented by his role in school and society. And so in three adjoining arenas- my looks, my loves, my manners- I suffered a bruising adolescent education†¦ In each of these realms, I came to feel I was not normal. And obtusely, I ascribed the difficulties of that age not to my age but to my color. I came to suspect that there was an order to things, an order that I, as someone Chinese, could perceive but not quite crack. (415) His confusion only grew with his age. He began blaming his race for his own inability to find a girlfriend. Complimented on being sweet, smart, and nice, he could find no other reason for the void he felt in terms of relationships (Liu 416). As a teenage boy, he needed to find a reason to explain his shortcomings. He needed something to blame for his disappointments and setbacks.

Bringing Adam Home Essay

Bringing Adam Home review examines the story of the decades-long investigation into the abduction and murder of 6-year-old Adam Walsh. The police investigation took 27 years to prove guilt of the serial killer, Ottis Toole, who made multiple confessions to the murder. The book is written by the experienced detective writer Les Standiford with the help of the retired detective Joe Matthews, who finally found evidence of Toole’s committing the murder 27 years afterwards. The case of Adam Walsh has influenced the American society in the way that legislatures were made protecting children, and practices were adopted helping find missing and potentially abducted children. Key words: abduction, evidence, investigation, kidnapping, murder. Bringing Adam Home Book Review Standiford, L., & Matthews, J. (2011).Bringing Adam home: The abduction that changed America. New York, NY: Harper Collins. ISBN:9780061983900. Bringing Adam Home is the story of the decades-long investigation into the abduction and murder of 6-year-old Adam Walsh who missed from a local Sears in Hollywood, Florida, on July 27, 1981. The police investigation took 27 years to prove guilt of the serial killer, Ottis Toole, who made multiple confessions to the murder – yet the Hollywood, FL, police department did not believe him and failed to use any of evidences that had been found. The abduction of Adam Walshblew people’s minds and undermined their sense of protection. The American society has never been the same ever since – parents did not let their kids play alone outside, nor did their ever say ‘Be home by dark’; a child could be left nowhere unsupervised. It was Adam’s family bad luck that at that time, there were no Amber Alerts and no national data base for crimes against children. Adam’s parents, John and  Revà © Walsh, bent backwards to change the situation. They became renowned crime fighters, propelled the passage of the 1982 Missing Children Act, and John Walsh became a host of the television program America’s Most Wanted (Standiford2011). Adam Walsh’s kidnapping was not only the most important casein American history of missing children that changed the corresponding legislature but also the most famous one. Many people still remember themselves being kids and watching it on the news (Martin, 2011). However, the details of the case are not as well-known as they should be; given the coverage in the media.The more emotional side of the story, through the eyes of the Walsh family, is rendered in Tears of Ragewritten by John Walsh (Scott, 2011). The puzzle of the botched investigation that ran over almost three decades was solved by the retired Miami detective Joe Matthews and written down by the acclaimed writer Les Standiford, the au thor of 9 fiction novels and 6 non-fiction books (Standiford, 2001). The authors open their cards in the very beginning of the book and introduce the killer, Ottis Toole, right in the second chapter. Toole was a low IQ drifter who set fires and assaulted people to relieve his psychological pressure. From chapter 2 to 4, the authorsgive a detailed recount of the work of Hollywood detective Hoffman who could not organize his work so not to lose important clues and evidence and who was not very keen on the idea that Toole was the killer. According toMatthews, Hoffman is portrayed as a moody and self-contained investigator who â€Å"looked like a guy who disapproved of most things on general principle† (Standiford, 2001). Apart from disregarded leads and lost evidences, Hoffman also treated Adam’s parents carelessly not bothering to inform them that their friend Jimmy Campbell, who was prime suspect, had been cleared. For many years John and Revà ©Walsh received no information from the police as for the investigation of their son’s murder. Matthews felt that it was extremely insensitive on the part of Hoffman. Together with undeveloped enough forensic methods, the case of Adam Walsh advanced by imperceptible pace. As Reve Walsh put it: â€Å"It was a sad thing for this country that the fight had to be led by two broken-down parents of a murdered child†(Standiford, 2001). The authors underscore that it could not be said that the Hollywood department was incompetent. Rather that the case was too difficult, and Detective Hoffman turned out to be too snobbish not only to ask for help but also to accept help from Joe Matthews when he  offered it not once. Hoffman was â€Å"too unstructured and ill-equipped† for such mind-bogging case (Standiford, 2001).Det. Serg. Matthews was a lie detector expert and an experiences homicide detective and, being hired by the Hollywood, Fl, Polic e Department, he was very interested by the case and was ready to use his knowledge to solve the case. Among other things, the difference in approaches of two detectives was that Hoffman was obsessed with finding physical evidences linking Toole to the Adam’s murder; while Matthews believed that circumstantial evidence could make do in some cases. That meticulous recount of all glaring mistakes of the Hollywood, Fl, police department and the detailed description of their daily working life had its aim in showing that detectives’ work is far from the glamorized TV series. Doing on a daily basis such boring chores as searching for a person who moved and did not leave the new address, or surveilling a suspect for many days, exhaust detectives, and the not very dedicated ones â€Å"let things slide† (Standiford, 2011).Standiford and Matthews seem to mention every lead that was not followed, and every report that was incomplete or even falsified. Matthews blames the manner of interrogation when the suspect was let speak without asking necessary questions, and he found the witness who was consistently ignored by Hoffman. The most shocking omission, the reader may consider, was the neglect of the repeated confessions by Toole with a graphic description of the whole process of abduction, murdering, sodomizing, and decapitating of Adam Walsh and the subsequent dismembering and setting ablaze his body. Toole even gave a sensational interview to Jacksonville Times Union where he repeated his confession to the murder of Adam Walsh (Standiford, 2011). Chapters 5 to 6 focus on Matthews’s account of how he proceeded with the investigation. It became possible only after Hoffman was transferred to the Patrol Division in 1994 (Standiford, 2011). Matthews spent two years and nine months reviewing the case and adding new materials. In the end,Matthews had multiple eyewitness identification of Toole taking Adam from Sears, twenty-five independent confessions to the crime made by Ottis Toole, and most important of all – missed by previous investigators – luminal images of machete and luminal outline of a child’s face on the carpet of Toole’s Cadillac. It finally proved Ottis Toole to be the man who committed the crime. The first part of the book does not make an easy reading. When Toole gives his numerous confessions to various  detectives all the same details of the murder, rape, and dismembering are repeated ad nauseam, without adding anything new. Because of it, for those readers who like genuine crime stories, the book may seem quite slow. Standiford and Matthews were extremely repetitive in details of the crime itself, its prolonged investigation, the history behind the suspects, and descriptions of Toole’s perversions. However, the authors rather had in mind to show how the process of investigation can be dragged for years due to the inability of the police to find hard evidence for the already confessed crime. Standiford, who is an experienced detective writer with a number of narrative non-fiction stories under his belt, narrates dryly and matter-of-factly, which contributes to the authentic feel of the blood-chil ling story. Despite waving their incompetence, Matthews provides a scrupulous evidence of the Hollywood, Fla., police department’s negligence, thus making it difficult to believe that behind such an undisciplined behavior may be anything other than a conspiracy to cover up its incompetence. The authors’aim seems to lay in proving two points. Firstly, the case could have been solved within two years, when Ottis Toole was arrested for arson and confessed repeatedly to the murder of Adam Walsh saying that he was â€Å"very, very sorry that he did it† (Standiford, 2011). Secondly, the police department of Hollywood, FL, had a chance to solve the case quickly, had they let do it to Det. Serg. Matthews. Bringing Adam Home is a gruesome story of justice finally served two decades too late. By that time, though, Ottis Toole had died in prison. And our society has changed. Now kids are warned about strangers. No one leaves their kids in the toy area and goes shopping anymore. Lawenforcement has transformed its practices to better protect children. Public places have adopted Code Adam, a powerful search tool for lost and potentially kidnapped children (Code Adam, n.d.). Code Adam is a predecessor to Amber Alert, a network of notifications to the public through urgent bulletins on television and radio. References Code Adam.(n.d.). The National center for missing &exploited children. Retrieved from http://www.missingkids.com/CodeAdam Martin, C. (2011, February 09). Book Review – Bringing Adam home by Les Standiford[Web log post].Retrieved fromhttp://www.chaoticcompendiums.com/2011/02/book-review-bringing-adam-home-by-les.html Scott, M. (2011, February 26). ‘Bringing Adam home’ offers strong proof in the 1981 murder of Adam Walsh. Cleveland.com. Retrieved fromhttp://www.cleveland.com/books/index.ssf/2011/02/bringing_adam_home_offers_stro.html Standiford, L. (2001). Biography[Web log post].Retrieved from http://www.les-standiford.com/Pages/Biography.html Standiford, L., & Matthews, J. (2011).Bringing Adam home: The abduction that changed America. New York, NY: Harper Collins. E-book

Lucent Technologies Case

The financial statement for Lucent Technologies is for September 30, 2003 and 2004. After reviewing the balance sheet I could determine Lucent Technologies Total Assets had increased by 1,052 million. This shows Total assets are in an upward trend and the company has steadily built assets the last year and not decreased them. The company’s goal is to raise profits and one way of raising profits is to increase their assets. Total Liabilities have decreased by 940 million. Total current liabilities have decreased over the year while long term liabilities have increased. In 2003, Lucent Technologies debt to asset ratio was . 83 and in 2004 the debt to asset ratio was . 92 which means . 92 of Lucent Technologies assets were paid for by borrowing money. What this shows is Lucent Technologies may pay a higher interest on money borrowed because their debt to asset ratio is so high. By reducing their debt load and controlling purchases the company can reduce their total debt to asset ratio. Companies acquiring too much debt may have trouble paying creditors which could force them into bankruptcy. Total shareowners’ deficit has decreased over the year. While the company is currently looking at a deficit, they are heading in an upward trend where shareholders could start receiving dividend payouts. Investors reviewing Lucent Technologies current balance sheet may have a hard time investing in the company as much of the assets owned by the company were purchased on credit. Creditors may loan Lucent Technologies money for future investments, but it would be at a higher interest rate as the current debt to asset ratio is high. Another problem creditors and investors may have with the current balance sheet is that Lucent Technologies is only providing them with information from one year. Even though the balance sheet reflects improvements in company profits over the past year it doesn’t provide creditors and investors with enough information to make an informed decision. Creditors and investors would need financial statements for multiple years before investing in the company. By viewing the statement of cash flows, investors are able to determine how much cash comes in and goes out of the company during the year. It shows investors how the company is able to pay for its operations and future growth. Lucent Technologies provided a balance sheet for September 30, 2003 and 2004. There is limited value in the data provided by Lucent Technologies, for investors and creditors to make informative decisions before investing in or leading money to this company. Other financial statements investors and creditors need to view are the income statement and the statement of cash flows. The income statement provides the revenue earned minus expenses incurred over a specific period of time. Investors need to view the statement of cash flow to determine the increases and decreases in cash made by Lucent Technologies.

Hamlet Essays (761 words) - Characters In Hamlet, Free Essays

Hamlet Essays (761 words) - Characters In Hamlet, Free Essays Hamlet HAMLETS MADNESS: Hamlet is mad, feigns madness or his pretense turns into real madness. Outline arguments for all three and discuss. 1.Hamlet begins with guards whose main importance in the play is to give credibility to the ghost. If Hamlet were to see his fathers ghost in private, the argument for his madness would greatly improve. Yet, not one, but three men together witness the ghost before even thinking to notify Hamlet. As Horatio says, being the only of the guards to play a significant role in the rest of the play, Before my God, I might not this believe / Without the sensible and true avouch / Of mine own eyes. (I.i.56-8) Horatio, who appears frequently throughout the play, acts as an unquestionably sane alibi to Hamlet again when framing the King with his reaction to the play. That Hamlet speaks to the ghost alone detracts somewhat from its credibility, but all the men are witness to the ghost demanding they speak alone. Horatio offers an insightful warning: What if it tempts you toward the flood, my lord, Or to the dreadful summit of the cliff That beetles oer his base into the sea, And there assume some other horrible form Which might deprive your sovereignty of reason, And draw you into madness? Think of it. (I.iv.69-74) Horatios comment may be where Hamlet gets the idea to use a plea of insanity to work out his plan. The important fact is that the ghost does not change form, but rather remains as the King and speaks to Hamlet rationally. There is also good reason for the ghost not to want the guards to know what he tells Hamlet, as the play could not proceed as it does if the guards were to hear what Hamlet did. It is the ghost of Hamlets father who tells him, but howsomever thou pursues this act, / Taint not thy mind. (I.v.84-5) Later, when Hamlet sees the ghost again in his mothers room, her amazement at his madness is quite convincing. Yet one must take into consideration the careful planning of the ghosts credibility earlier in the play. After his first meeting with the ghost, Hamlet greets his friends cheerfully and acts as if the news is good rather than the devastation it really is. Horatio: What news, my lord? Hamlet: O, wonderful! Horatio: Good my lord, tell it. Hamlet: No, you will reveal it. (I.v.118-21) This is the first glimpse of Hamlets ability and inclination to manipulate his behavior to achieve effect. Clearly Hamlet is not feeling cheerful at this moment, but if he lets the guards know the severity of the news, they might suspect its nature. Another instance of Hamlets behavior manipulation is his meeting with Ophelia while his uncle and Polonius are hiding behind a curtain. Hamlets affection for Ophelia has already been established in I.iii., and his complete rejection of her and what has transpired between them is clearly a hoax. Hamlet somehow suspects the eavesdroppers, just as he guesses that Guildenstern and Rosencrantz are sent by the King and Queen to question him and investigate the cause of his supposed madness in II.ii. Hamlets actions in the play after meeting the ghost lead everyone except Horatio to believe he is crazy, yet that madness is continuously checked by an ever-present consciousness of action which never lets him lose control. For example, Hamlet questions his conduct in his soliloquy at the end of II.ii, but after careful consideration decides to go with his instinct and prove to himself without a doubt the Kings guilt before proceeding rashly. Even after the Kings guilt is proven with Horatio as witness, Hamlet again reflects and uses his better judgement in the soliloquy at the end of III.ii. before seeing his mother. He recognizes his passionate feelings, but tells himself to speak daggers to her, but use none, as his fathers ghost instructed. Again, when in the Kings chamber, Hamlet could perform the murder, but decides not to in his better judgement to ensure that he doesnt go to heaven by dying while praying. As Hamlet tells Guildenstern in II.ii., I am but mad north-north-west: when the wind is southerly I know a hawk

Free Essays on How All Midddle Schoolers Can Be Gifted

How All Middle-Schoolers Can Be â€Å"Gifted† Students are going to compare themselves with their peers regardless if it is healthy for their identities or not. There are ways of allowing them to do so in a healthy manner by increasing their responsibility as a student, increase the recognition of the individual, family, cultural values, and interests. Participation in a gifted programs can lead to healthy identity recognition. Distinction and affiliation with other peers provides a positive identity messages. Unfortunately some distinctions that are positive for many children can be negative for others. Sometimes an identification of a gift may cause confusion or underachievement. A parent or teacher can also misuse the distinction of being â€Å"gifted† and label a child as superior to the rest of the class. Many programs that are designed for the gifted student treat every one the same and do no concentrate on their individual strengths or weaknesses. If an educator increases the recognition a student receives at something they are good at, it can only provide a healthy stimulus toward their identity. Gifted students can also benefit, by any differentiation of their curriculum even outside the school setting. Any student can feel recognized based on their expertise they are developing. To develop and recognize some individual characteristic of a student, the school may have to widen what is recognized. Middle schools are able to help adolescents develop healthy identities by helping achieve success in at least one area of the curriculum. By promoting individual expertise the school can produce a healthy identity for the young adolescent.... Free Essays on How All Midddle Schoolers Can Be Gifted Free Essays on How All Midddle Schoolers Can Be Gifted How All Middle-Schoolers Can Be â€Å"Gifted† Students are going to compare themselves with their peers regardless if it is healthy for their identities or not. There are ways of allowing them to do so in a healthy manner by increasing their responsibility as a student, increase the recognition of the individual, family, cultural values, and interests. Participation in a gifted programs can lead to healthy identity recognition. Distinction and affiliation with other peers provides a positive identity messages. Unfortunately some distinctions that are positive for many children can be negative for others. Sometimes an identification of a gift may cause confusion or underachievement. A parent or teacher can also misuse the distinction of being â€Å"gifted† and label a child as superior to the rest of the class. Many programs that are designed for the gifted student treat every one the same and do no concentrate on their individual strengths or weaknesses. If an educator increases the recognition a student receives at something they are good at, it can only provide a healthy stimulus toward their identity. Gifted students can also benefit, by any differentiation of their curriculum even outside the school setting. Any student can feel recognized based on their expertise they are developing. To develop and recognize some individual characteristic of a student, the school may have to widen what is recognized. Middle schools are able to help adolescents develop healthy identities by helping achieve success in at least one area of the curriculum. By promoting individual expertise the school can produce a healthy identity for the young adolescent....

Business Model of Amazon

As the economy has moved from agrarian to industrial to information age, the focus of the businessmen or the wealthy and powerful has also shifted in terms of the ways of obtaining wealth or doing business. In the agrarian age there was shortage of land which made ownership of land as the determinant of value. Powerful land barons typically accumulated vast tracts of land and coerced people who were bound to the land and owned by the feudal lord into living on and working it. As economy moved from agrarian to industrial age, physical assets owned by a firm became the determinants of value and shortage of raw-materials led the powerful industrialists to conspire to control the supply of raw materials. In this age, the market could absorb as much product as the industrialists could produce. The current era in which we live has been defined as the information age wherein relationships and intellectual capital are more important than anything else. One is not worried about physical assets anymore. Companies don’t compete with each other over superior products as they are largely commoditized rather compete increasingly on the basis of value added customer services. The economic battles of today are fought over the mind-space of consumers. In the information age power-play customers are not passive participants, in the way that land and raw materials were in the agrarian and industrial ages. In fact, according to Zang Hailing, it is the customers’ time that is in short supply, and therefore for any firm to succeed, emphasis needs to be given to the importance of reducing the customers’ time to adopt a new product. Thus, in a world where technology is changing every day and the transformation of consumers has happened from â€Å"Price Takers† to â€Å"Price Makers† as they are armed with more options and information; the companies that control more and more customer relationships will be the ones that hold the power in an industry and reap the lion’s share of the profits. E-commerce or e-business is an important tool that enables companies to reach out to the global market at low cost and provides abundant information about the consumers’ requirements and preferences easily which was not so easy earlier. Following figure is a glimpse of the promising future that the ecommerce industry holds. The US E-commerce has seen a 40% increase in the sales over the past 5 years as a percentage of the total retail sales in US. Source: http://ycharts. com Now when thinks about e-commerce, the first name that comes to everyone’s mind is that of Amazon. com. Not only most of the people have heard about it but there are many people who have actually used its services. Amazon was not only one of the few of the companies that thrived throughout the period in which many dot-com companies struggled to survive but has been constantly performing exceptionally well in terms of revenue per visitor which is one of the key parameters for any commercial website. Amazon has had one of the fastest growths in the internet’s history with revenues reaching $2, 8 billion in the first five years with Google’s revenue reaching only $15bn in the first five years. Now, just like any other traditional business in order to clearly understand an e-business one needs to have information on the following components: a) Business Strategy which determines the products and service offerings by the firm, the firms targeted customers and the firms value proposition. It also helps firms decide on the choices and the tradeoffs that the firm needs to make. b) Organizational form or structure c) Business processes which refer to the unique ways in which organizations coordinate and organize work activities, information, and knowledge to produce a product or service. ) Value Chain i. e. the sequence of activities that a firm undertakes to create value, including the various steps of the supply chain but also additional activities, such as marketing, sales, and service. e) Core Competencies which are the collective learning’s of the firms and being distinctive create long term competitive advantage for the firm. From the beginning, the focus of Amazon. com has been on offering their customers compelling value. In the current report filing dated 04/13/12, Jeffrey Bezos, the founder and CEO of Amazon. om writes â€Å"We realized that the Web was, and still is, the World Wide Wait. Therefore, we set out to offer customers something they simply could not get any other way, and began serving them with books. We brought them much more selection than was possible in a physical store (our store would now occupy 6 football fields), and presented it in a useful, easy-to-search, and easy-to-browse format in a store open 365 days a year, 24 hours a day. † The Value Proposition offered by Amazon. com is â€Å"earth’s largest selection—24/7, at competitive price. † Amazon. om has continuously focused on improving the shopping experience owing to which they substantially enhanced their stores in 1997. Though they started off with books, they now offer customers gift certificates, 1-ClickSM shopping, and vastly more r eviews, content, browsing options, and recommendation features. The company’s stated goal was to â€Å"be Earth’s most customer centric company for three primary customer sets: consumers, sellers and developers. † It targeted its first set of customers through its initial retail model where it sold only books. It offered the perfect combination of low prices, large selection and convenience or customer experience. The digital media allowed limitless inventory, boosted customer care and allowed higher margins and hence lowest prices. In 15 years Amazon went from 1 category to 16 main categories of books. Amazon began with books and needed to grow big fast. From 1995-1998, Amazon moved from books to music and again through the same combination moved to become the biggest seller of music in just 120 days! Amazon moved on develop its own digital driven supply chain and distribution network by hiring from the expert: Wal-Mart. Amazon accelerated development through its strategy of â€Å"Build, buy, partner† a) Build: Amazon keeps on creating new categories. For example, Amazon kicked off a new service by the name MyHabit. com in May 2011 that made fashion available to consumers directly from designers and boutique brands. b) Buy: When there is a lot of competition in any area and the competitors have a strong hold, Amazon believes in buying out the incumbent. Few of the acquisitions made by Amazon include Internet Movie Database  (IMDb), Zappos (an online shoe and apparel retailer) etc. ) Partner: Amazon has also entered into a lot of merchant partnerships. It offers its technological service and ecommerce expertise to third- parties. For example in October 2011, Amazon. com announced a partnership with DC Comics for the exclusive digital rights to many popular comics, including Superman, Batman, Green Lantern, The Sandman, and Watchmen. As mentioned before as well, Amazon want to be the â€Å"wo rld’s most customer-centric† company, and so their focus is on the â€Å"Customer Service†. It ensures customer loyalty through three main approaches: a) Recurring usage b) Seamless Integration c) Lock-in The following table tells us how Amazon uses all above mentioned approaches for its both customers: Sellers and consumers. | Sellers| Consumers| Recurring Usage| a. Developed a customer base close to 615mn users that can’t be ignored by sellers b. Ensures profit through optimized and reliable technology c. Developed a trusted Brand name| a. Created an ecosystem through Kindle b. Stores user’s media library c. Offers personalization to customers d. Gives special offers everyday| Seamless Integration| a. Monitors sellers rating ratings posted by consumers and expels sellers with bad ratings b. Offers Fulfillment by Amazon service(FBA) which allows third party sellers to use Amazon’s large warehouse and distribution network| a. For customers, all the sellers are highly commoditized and invisible. They buy it because of the Amazons brand value b. Get benefitted by Amazon Prime and free super saver shipping| Lock-in| a. By controlling or owning the customer accounts b. High level of infrastructure development required to ensure same level of customer service as offered by Amazon| a. By providing digital content that works only on Kindle b. Amazon Prime Program which requires annual subscription| | c. | c. | Amazon developed a value chain of itself for internal appraisal so as to identify its strengths and weaknesses that would help it add value and maintain a competitive advantage. Amazon uses the value chain model from Michael Porter’s book, â€Å"Competitive Advantage: Creating and Sustaining Superior Performance. † The first table represents the Primary activities of Amazon which are needed to produce a product or services for the end customers. Inbound logistics| Operations| Outbound logistics| Marketing ; Sales| Service| Avoids the overhead and large amounts of inventory carrying cost because it orders the books from the distributors. Easy and fast payment systems. Online customer systems and feedback. | Operates a number of transportation hubs that they refer to as injection points. Injection point locations are located in heavily customer concentrated areas. | Customer tracking  is an Amazon stronghold through which it provides personalized customers’ exper ience| Free return policy within 30 days. Uses marketplace to increase channel and range of goods through 3rd parties and customers. Highly reduced returns to suppliers (such as unsold books and media) due to available accurate forecasting technology | Customized buyer experience| Ability to aggregate orders bound for specific locations. | Interactive shipping and parceling price calculations. Free delivery based on single transaction spends. | Price comparison of new products with used products in marketplace shops. | Efficiently gathering information about customer experiences to inform service inputs and inventory controls. | 24 hour warehouse operations to meet customer demands. |   Utilizes the capabilities of its supply chain partners to deliver orders directly to ustomers which bypass the Amazon. com internal distribution center network|   Discounts and price reductions made available with suggested product mixes. Similar products recommended to customers interactively. | Offers customers gift certificates, 1-Click SM shopping, and vastly more reviews, content, browsing options, and recommendation features. | The next table gives information about the various support activities performed by Amazon which help to facilitate or assist its primary activities. | Value Creation| Cost Reduction| Firm Infrastructure| Huge central customer data warehouse available to all business units. Amazon’s single technology platform with services being incrementally distributed to other worldwide locations, reduces costs by leveraging investments | Human Resource Management| Amazon. com has a great training for its employees resulting in talented, smart and hard working group. Offers employees unique benefits such as medical, paid time off and stock grants and relocation allowances and hence attract highly skilled workers| Amazon utilizes independent contractors and temporary personnel to supplement their workforce, particularly on a seasonal basis. Although Amazon has works councils and statutory employee representation obligations in certain countries, Amazon’s employees are not represented by a labor union| Technology Development| High investments in technology development (e. g. , Kindle) to best leverage digital products. Innovations such as personalized recommendations, one-click ordering, and search inside the book are all Amazon. com innovations. Highly customized software applications that support their supply chain business model. For example, Amazon. om is linked into Ingram’s systems to see Ingram inventory levels when deciding whether to use Ingram to drop ship an order to a customer | Building an IT strategy, IT infrastructure and Data Centre on Linux open source software thus reducing cost of technology development. Renting computing resources to other companies reduce total cost of ownership Using standard hardware systems from HP to reduce cost of maintenance and compatibility| Procurement| Utilize s a Sales and Operations (SOP) planning process to determine forecasts for each roduct that it stores in its distribution center inventoryUses the strategic business unit – Booksurge to keep a rich inventory of digital copies of books so as to make this readily available for customers through print-on-demand and reduce the time of delivery | Specially built distribution Centers, warehouses and fulfillment Centers to increase the speed of order processing thus avoiding transaction costs of contracting out| In addition to the business strategies the value chain components mentioned above, the success of Amazon. om can be attributed to the entrepreneurial spirit of its founder chief executive officer Jeff Bezos and the strong inclination of the firm towards bringing about innovation in the business model. Let us discuss both factors one by one. Entrepreneurial Spirit of Jeff Bezos: Jeff Bezos can be regarded as the forward-looking CEO responsible for the success of Amazon. com. He has not only efficiently managed the present but through his long term vision always taken steps to create the future. The computer science and electrical engineering graduate from Princeton University moved to Seattle after resigning as a Senior Vice-President at D. E. Shaw, a Wall Street investment bank. At the time Bezos didn’t know much about the Internet but he came across a statistic that the Internet was growing at 2300%, which convinced him that it was a large growth opportunity. Without knowing anything more, he plunged into the world of e-commerce with no prior retailing experience. It was his decision to locate the company in Seattle because it had a large pool of technical talent and since it was close to one of the largest book wholesalers located in Rosenburg, Oregon. Moreover, the sales tax laws for online retailers state that one has to charge sales tax in the state in which one is incorporated. Therefore it was logical to locate in a small state. Under his guidance and logical thinking Amazon. com quickly became the leader in e-commerce. Operating 24 hours a day, the site was user-friendly and encouraged browsers to post their own reviews of books and offering discounts, personalized recommendations, and searches for out-of-print books. In June 1998 it began selling CDs, and later that year it added videos. In 1999 Bezos, looking at the future trends, added auctions to the site and invested in other virtual stores. The success of Amazon. com encouraged other retailers, including major book chains, to establish online stores. As more companies battled for Internet dollars, Bezos saw the need to diversify, and by 2005 Amazon. com offered a vast array of products, including consumer electronics, apparel, and hardware. And with the Jeff Bezos vision to make every book ever in print in any language available to the consumer in 60 seconds, Amazon launched the handheld device called Kindle in 2007. Bezos is the quintessential dot-com icon. He proved to the business world that the Internet was about more than knowledge. He proved that it is possible to overcome fears about purchasing online, to drive down transaction costs, and to build an international e-commerce business over the Internet. He had the courage to attempt something that people doubted could be done. . At the age of 35, Jeff Bezos was picked as the 1999 Time person of the year. Describing why it chose Bezos, Time magazine said, â€Å"Bezos’  vision  of the online retailing universe was so complete, his Amazon. om site so elegant and appealing that it became from Day One the point of reference for anyone who had anything to sell online. † Innovation in the Business Model: Amazon survived the dot-com bust because it had a viable and innovative  business model  built around a market-changing customer value proposition and a radical profit formula and over it has been able to sustain its position as the leader in e-commerce by bringing about continuous innovations in its business model. Let us look at some of the different dimensions wherein Amazon. om has been able to bring about business innovation. a) Offerings: By offering a handheld device dedicated to reading, Kindle, Amazon. com revolutionized the books industry. By creating a product like Kindle, the created a perfect, integrated and streamlined customer experience. b) Platform: With Amazon Web Services, Fulfillment By Amazon, and Kindle Direct Publishing, Amazon is creating powerful self-service platforms that allow thousands of people to boldly experiment and accomplish things that would otherwise be impossible or impractical. ) Customers: In 2002 Amazon launched a web services platform and identified a new area of potential growth by finding another new customer—the IT community. Serving this new customer’s needs required different processes, different resources, and a different profit formulaâ€⠀in short, another  new business model. d) Customer Experience: 1-Click combined with Gift-Click and Wish List made Amazon. com the most convenient, easiest-to-use shopping destination the holiday season. Wish List allows customers to post the gifts they’d most like to receive from family and friends, while Gift-Click allows customers to send gifts easily by entering just the e-mail addresses of their recipients. e) Value Capture: By opening up its storefront to other retailers that were essentially competitors, Amazon transformed its business from direct sales to a sales-and-service model, aggregating many sellers under one virtual roof and receiving commissions from the other companies’ sales. ) Supply Chain: Fulfillment by Amazon service (FBA) by Amazon is a classic example of innovating business model through supply chain. FBA allows third party sellers to use Amazon’s large warehouse and distribution network and in the last quarter of 2011, shipped tens of millions of items on behalf of sellers. When sellers use FBA, their items become eligible for Amazon Prime, for Super Saver Shipping, and for Amazon returns processing and customer service. From the above discussion of Amazon’s business strategy, value chain analysis and the success factors we can conclude that Amazon has a robust Business model. Amazon’s business model fends off all the four threats. It has the costly-to-imitate financial and technological resources, it has developed protection against holdup by seamlessly vertically integrating its both the customers i. e. the sellers and the consumers. Reduced slack by locking-in the customers and the sellers and fights substitution through innovation in business model. Business Model of Amazon As the economy has moved from agrarian to industrial to information age, the focus of the businessmen or the wealthy and powerful has also shifted in terms of the ways of obtaining wealth or doing business. In the agrarian age there was shortage of land which made ownership of land as the determinant of value. Powerful land barons typically accumulated vast tracts of land and coerced people who were bound to the land and owned by the feudal lord into living on and working it. As economy moved from agrarian to industrial age, physical assets owned by a firm became the determinants of value and shortage of raw-materials led the powerful industrialists to conspire to control the supply of raw materials. In this age, the market could absorb as much product as the industrialists could produce. The current era in which we live has been defined as the information age wherein relationships and intellectual capital are more important than anything else. One is not worried about physical assets anymore. Companies don’t compete with each other over superior products as they are largely commoditized rather compete increasingly on the basis of value added customer services. The economic battles of today are fought over the mind-space of consumers. In the information age power-play customers are not passive participants, in the way that land and raw materials were in the agrarian and industrial ages. In fact, according to Zang Hailing, it is the customers’ time that is in short supply, and therefore for any firm to succeed, emphasis needs to be given to the importance of reducing the customers’ time to adopt a new product. Thus, in a world where technology is changing every day and the transformation of consumers has happened from â€Å"Price Takers† to â€Å"Price Makers† as they are armed with more options and information; the companies that control more and more customer relationships will be the ones that hold the power in an industry and reap the lion’s share of the profits. E-commerce or e-business is an important tool that enables companies to reach out to the global market at low cost and provides abundant information about the consumers’ requirements and preferences easily which was not so easy earlier. Following figure is a glimpse of the promising future that the ecommerce industry holds. The US E-commerce has seen a 40% increase in the sales over the past 5 years as a percentage of the total retail sales in US. Source: http://ycharts. com Now when thinks about e-commerce, the first name that comes to everyone’s mind is that of Amazon. com. Not only most of the people have heard about it but there are many people who have actually used its services. Amazon was not only one of the few of the companies that thrived throughout the period in which many dot-com companies struggled to survive but has been constantly performing exceptionally well in terms of revenue per visitor which is one of the key parameters for any commercial website. Amazon has had one of the fastest growths in the internet’s history with revenues reaching $2, 8 billion in the first five years with Google’s revenue reaching only $15bn in the first five years. Now, just like any other traditional business in order to clearly understand an e-business one needs to have information on the following components: a) Business Strategy which determines the products and service offerings by the firm, the firms targeted customers and the firms value proposition. It also helps firms decide on the choices and the tradeoffs that the firm needs to make. b) Organizational form or structure c) Business processes which refer to the unique ways in which organizations coordinate and organize work activities, information, and knowledge to produce a product or service. ) Value Chain i. e. the sequence of activities that a firm undertakes to create value, including the various steps of the supply chain but also additional activities, such as marketing, sales, and service. e) Core Competencies which are the collective learning’s of the firms and being distinctive create long term competitive advantage for the firm. From the beginning, the focus of Amazon. com has been on offering their customers compelling value. In the current report filing dated 04/13/12, Jeffrey Bezos, the founder and CEO of Amazon. om writes â€Å"We realized that the Web was, and still is, the World Wide Wait. Therefore, we set out to offer customers something they simply could not get any other way, and began serving them with books. We brought them much more selection than was possible in a physical store (our store would now occupy 6 football fields), and presented it in a useful, easy-to-search, and easy-to-browse format in a store open 365 days a year, 24 hours a day. † The Value Proposition offered by Amazon. com is â€Å"earth’s largest selection—24/7, at competitive price. † Amazon. om has continuously focused on improving the shopping experience owing to which they substantially enhanced their stores in 1997. Though they started off with books, they now offer customers gift certificates, 1-ClickSM shopping, and vastly more r eviews, content, browsing options, and recommendation features. The company’s stated goal was to â€Å"be Earth’s most customer centric company for three primary customer sets: consumers, sellers and developers. † It targeted its first set of customers through its initial retail model where it sold only books. It offered the perfect combination of low prices, large selection and convenience or customer experience. The digital media allowed limitless inventory, boosted customer care and allowed higher margins and hence lowest prices. In 15 years Amazon went from 1 category to 16 main categories of books. Amazon began with books and needed to grow big fast. From 1995-1998, Amazon moved from books to music and again through the same combination moved to become the biggest seller of music in just 120 days! Amazon moved on develop its own digital driven supply chain and distribution network by hiring from the expert: Wal-Mart. Amazon accelerated development through its strategy of â€Å"Build, buy, partner† a) Build: Amazon keeps on creating new categories. For example, Amazon kicked off a new service by the name MyHabit. com in May 2011 that made fashion available to consumers directly from designers and boutique brands. b) Buy: When there is a lot of competition in any area and the competitors have a strong hold, Amazon believes in buying out the incumbent. Few of the acquisitions made by Amazon include Internet Movie Database  (IMDb), Zappos (an online shoe and apparel retailer) etc. ) Partner: Amazon has also entered into a lot of merchant partnerships. It offers its technological service and ecommerce expertise to third- parties. For example in October 2011, Amazon. com announced a partnership with DC Comics for the exclusive digital rights to many popular comics, including Superman, Batman, Green Lantern, The Sandman, and Watchmen. As mentioned before as well, Amazon want to be the â€Å"wo rld’s most customer-centric† company, and so their focus is on the â€Å"Customer Service†. It ensures customer loyalty through three main approaches: a) Recurring usage b) Seamless Integration c) Lock-in The following table tells us how Amazon uses all above mentioned approaches for its both customers: Sellers and consumers. | Sellers| Consumers| Recurring Usage| a. Developed a customer base close to 615mn users that can’t be ignored by sellers b. Ensures profit through optimized and reliable technology c. Developed a trusted Brand name| a. Created an ecosystem through Kindle b. Stores user’s media library c. Offers personalization to customers d. Gives special offers everyday| Seamless Integration| a. Monitors sellers rating ratings posted by consumers and expels sellers with bad ratings b. Offers Fulfillment by Amazon service(FBA) which allows third party sellers to use Amazon’s large warehouse and distribution network| a. For customers, all the sellers are highly commoditized and invisible. They buy it because of the Amazons brand value b. Get benefitted by Amazon Prime and free super saver shipping| Lock-in| a. By controlling or owning the customer accounts b. High level of infrastructure development required to ensure same level of customer service as offered by Amazon| a. By providing digital content that works only on Kindle b. Amazon Prime Program which requires annual subscription| | c. | c. | Amazon developed a value chain of itself for internal appraisal so as to identify its strengths and weaknesses that would help it add value and maintain a competitive advantage. Amazon uses the value chain model from Michael Porter’s book, â€Å"Competitive Advantage: Creating and Sustaining Superior Performance. † The first table represents the Primary activities of Amazon which are needed to produce a product or services for the end customers. Inbound logistics| Operations| Outbound logistics| Marketing ; Sales| Service| Avoids the overhead and large amounts of inventory carrying cost because it orders the books from the distributors. Easy and fast payment systems. Online customer systems and feedback. | Operates a number of transportation hubs that they refer to as injection points. Injection point locations are located in heavily customer concentrated areas. | Customer tracking  is an Amazon stronghold through which it provides personalized customers’ exper ience| Free return policy within 30 days. Uses marketplace to increase channel and range of goods through 3rd parties and customers. Highly reduced returns to suppliers (such as unsold books and media) due to available accurate forecasting technology | Customized buyer experience| Ability to aggregate orders bound for specific locations. | Interactive shipping and parceling price calculations. Free delivery based on single transaction spends. | Price comparison of new products with used products in marketplace shops. | Efficiently gathering information about customer experiences to inform service inputs and inventory controls. | 24 hour warehouse operations to meet customer demands. |   Utilizes the capabilities of its supply chain partners to deliver orders directly to ustomers which bypass the Amazon. com internal distribution center network|   Discounts and price reductions made available with suggested product mixes. Similar products recommended to customers interactively. | Offers customers gift certificates, 1-Click SM shopping, and vastly more reviews, content, browsing options, and recommendation features. | The next table gives information about the various support activities performed by Amazon which help to facilitate or assist its primary activities. | Value Creation| Cost Reduction| Firm Infrastructure| Huge central customer data warehouse available to all business units. Amazon’s single technology platform with services being incrementally distributed to other worldwide locations, reduces costs by leveraging investments | Human Resource Management| Amazon. com has a great training for its employees resulting in talented, smart and hard working group. Offers employees unique benefits such as medical, paid time off and stock grants and relocation allowances and hence attract highly skilled workers| Amazon utilizes independent contractors and temporary personnel to supplement their workforce, particularly on a seasonal basis. Although Amazon has works councils and statutory employee representation obligations in certain countries, Amazon’s employees are not represented by a labor union| Technology Development| High investments in technology development (e. g. , Kindle) to best leverage digital products. Innovations such as personalized recommendations, one-click ordering, and search inside the book are all Amazon. com innovations. Highly customized software applications that support their supply chain business model. For example, Amazon. om is linked into Ingram’s systems to see Ingram inventory levels when deciding whether to use Ingram to drop ship an order to a customer | Building an IT strategy, IT infrastructure and Data Centre on Linux open source software thus reducing cost of technology development. Renting computing resources to other companies reduce total cost of ownership Using standard hardware systems from HP to reduce cost of maintenance and compatibility| Procurement| Utilize s a Sales and Operations (SOP) planning process to determine forecasts for each roduct that it stores in its distribution center inventoryUses the strategic business unit – Booksurge to keep a rich inventory of digital copies of books so as to make this readily available for customers through print-on-demand and reduce the time of delivery | Specially built distribution Centers, warehouses and fulfillment Centers to increase the speed of order processing thus avoiding transaction costs of contracting out| In addition to the business strategies the value chain components mentioned above, the success of Amazon. om can be attributed to the entrepreneurial spirit of its founder chief executive officer Jeff Bezos and the strong inclination of the firm towards bringing about innovation in the business model. Let us discuss both factors one by one. Entrepreneurial Spirit of Jeff Bezos: Jeff Bezos can be regarded as the forward-looking CEO responsible for the success of Amazon. com. He has not only efficiently managed the present but through his long term vision always taken steps to create the future. The computer science and electrical engineering graduate from Princeton University moved to Seattle after resigning as a Senior Vice-President at D. E. Shaw, a Wall Street investment bank. At the time Bezos didn’t know much about the Internet but he came across a statistic that the Internet was growing at 2300%, which convinced him that it was a large growth opportunity. Without knowing anything more, he plunged into the world of e-commerce with no prior retailing experience. It was his decision to locate the company in Seattle because it had a large pool of technical talent and since it was close to one of the largest book wholesalers located in Rosenburg, Oregon. Moreover, the sales tax laws for online retailers state that one has to charge sales tax in the state in which one is incorporated. Therefore it was logical to locate in a small state. Under his guidance and logical thinking Amazon. com quickly became the leader in e-commerce. Operating 24 hours a day, the site was user-friendly and encouraged browsers to post their own reviews of books and offering discounts, personalized recommendations, and searches for out-of-print books. In June 1998 it began selling CDs, and later that year it added videos. In 1999 Bezos, looking at the future trends, added auctions to the site and invested in other virtual stores. The success of Amazon. com encouraged other retailers, including major book chains, to establish online stores. As more companies battled for Internet dollars, Bezos saw the need to diversify, and by 2005 Amazon. com offered a vast array of products, including consumer electronics, apparel, and hardware. And with the Jeff Bezos vision to make every book ever in print in any language available to the consumer in 60 seconds, Amazon launched the handheld device called Kindle in 2007. Bezos is the quintessential dot-com icon. He proved to the business world that the Internet was about more than knowledge. He proved that it is possible to overcome fears about purchasing online, to drive down transaction costs, and to build an international e-commerce business over the Internet. He had the courage to attempt something that people doubted could be done. . At the age of 35, Jeff Bezos was picked as the 1999 Time person of the year. Describing why it chose Bezos, Time magazine said, â€Å"Bezos’  vision  of the online retailing universe was so complete, his Amazon. om site so elegant and appealing that it became from Day One the point of reference for anyone who had anything to sell online. † Innovation in the Business Model: Amazon survived the dot-com bust because it had a viable and innovative  business model  built around a market-changing customer value proposition and a radical profit formula and over it has been able to sustain its position as the leader in e-commerce by bringing about continuous innovations in its business model. Let us look at some of the different dimensions wherein Amazon. om has been able to bring about business innovation. a) Offerings: By offering a handheld device dedicated to reading, Kindle, Amazon. com revolutionized the books industry. By creating a product like Kindle, the created a perfect, integrated and streamlined customer experience. b) Platform: With Amazon Web Services, Fulfillment By Amazon, and Kindle Direct Publishing, Amazon is creating powerful self-service platforms that allow thousands of people to boldly experiment and accomplish things that would otherwise be impossible or impractical. ) Customers: In 2002 Amazon launched a web services platform and identified a new area of potential growth by finding another new customer—the IT community. Serving this new customer’s needs required different processes, different resources, and a different profit formulaâ€⠀in short, another  new business model. d) Customer Experience: 1-Click combined with Gift-Click and Wish List made Amazon. com the most convenient, easiest-to-use shopping destination the holiday season. Wish List allows customers to post the gifts they’d most like to receive from family and friends, while Gift-Click allows customers to send gifts easily by entering just the e-mail addresses of their recipients. e) Value Capture: By opening up its storefront to other retailers that were essentially competitors, Amazon transformed its business from direct sales to a sales-and-service model, aggregating many sellers under one virtual roof and receiving commissions from the other companies’ sales. ) Supply Chain: Fulfillment by Amazon service (FBA) by Amazon is a classic example of innovating business model through supply chain. FBA allows third party sellers to use Amazon’s large warehouse and distribution network and in the last quarter of 2011, shipped tens of millions of items on behalf of sellers. When sellers use FBA, their items become eligible for Amazon Prime, for Super Saver Shipping, and for Amazon returns processing and customer service. From the above discussion of Amazon’s business strategy, value chain analysis and the success factors we can conclude that Amazon has a robust Business model. Amazon’s business model fends off all the four threats. It has the costly-to-imitate financial and technological resources, it has developed protection against holdup by seamlessly vertically integrating its both the customers i. e. the sellers and the consumers. Reduced slack by locking-in the customers and the sellers and fights substitution through innovation in business model.

IMC (INTEGRATED MARKETING COMMUNICATION) Essay Example | Topics and Well Written Essays - 1500 words

IMC (INTEGRATED MARKETING COMMUNICATION) - Essay Example Their commitment towards brand building with the dedication of its staff and employees and more so the devotion in terms of time and hard work is something that needs to be understood in the proper perspectives before we delve any further into this equation. The mission of JWT is to recognize the talents of the people who are the very best and nothing less is ever tolerated or compromised upon. It is because of this ideology that JWT has been able to create brands which have broken the clutter; no matter the campaign was of US origin or one that a short term tactical tilt to it, even in Australia. The belief and dependence on time is something that holds a lot of importance for the agency staff and it is apparent from their working regimes as well. The major competitors of JWT in terms of agency work and media buying include McCann Erickson, Saatchi & Saatchi, Foote, Cone and Belding (FCB), Leo Burnett and so on and so forth. [JWT] The current clients of JWT Worldwide include Unilever, Vodafone, HSBC, Ford, Kraft Foods, Shell, Rolex, Reckitt Benckiser, Pfizer, Nestle, Kellogg’s, Domino’s Pizza, Diageo and a host of others. Unilever is handled by JWT in more than seventy nations across the globe and thus it goes to show that the products of Unilever are marketed, advertised and promoted courtesy JWT. [Unilever] Unilever is one of the biggest revenue generating units in the world and more so, within the US and European markets. The efforts and endeavors of Unilever have made their due mark even in the developing markets like India, Pakistan and United Arab Emirates to name a few, where there has been seen tremendous growth. Domino’s Pizza chains are handled by JWT across the United States. It was about a decade back, in the year 1996 that the agency took over the advertising and promotion handling of the pizza chain which at the present times is one of the most developing and promising acros s the foods category

Counter Terrorism in Comparative Perspective Essay - 1

Counter Terrorism in Comparative Perspective - Essay Example As a measure to retaliate to and prevent terror attacks, America and its allies have initiated several counter-terror operations in perceived geo-political hotspots. But differentiating between what comprises an act of terror and what can be classified as counter-terror is never straightforward - the official use of these labels is often purely a matter of rhetoric and self-serving bias. As renowned public intellectual Noam Chomsky succinctly points out, â€Å"if it is done by our side, the act is counter-terror; if it is done by the enemy, it is terror†. (Chomsky, as quoted in Bowden, 2003, p.51) A glance at the presentation of conflicts in mainstream media sources bears out this point. Depending on who the consumers of news information are, notations of terror and counter-terror are conveniently swapped. Hence, conceptions and definitions of these two opposing terms will have to begin by dispelling rhetorical exaggerations, intrinsic biases and other barriers to truth. In th is context, it is not surprising that the word ‘terrorism’ has become so subjective as to be without any concrete meaning. Nevertheless, the word has a frightening resonance, because people â€Å"tend to believe that it does have meaning and to use and abuse the word by applying it to whatever they hate as a way of avoiding rational thought and discussion and, frequently, excusing their own illegal and immoral behaviour†. (Whitbeck, 2002, p.52) The vagueness of the term is evident from the range of verbal formulations (signifying diverse acts) to which it is applied – â€Å"Mass murder," "assassination," "arson" and "sabotage" are available (to all of which the phrase "politically motivated" can be added if appropriate). Such crimes, moreover, are already on the statute books, rendering specific criminal legislation for "terrorism" unnecessary. Such precise formulations, however, do not carry the overwhelming, demonizing and thought-deadening impact of th e word "terrorism," which is, of course, precisely the charm of the word for its more cynical and unprincipled users and abusers. If someone commits "politically motivated mass murder," people might be curious as to the cause or grievances which inspired such a crime, but no cause or grievance can justify (or even explain) "terrorism," which, all right-thinking people agree, is the ultimate evil.† (Whitbeck, 2002, p.52) The best indication of difficulties in defining terrorism is the fact that some of the most inspirational public figures of the twentieth century such as Nelson Mandela, Menachem Begin, Yasser Arafat and Gerry Adams were all regarded as terrorists at some point during their public life. This classification of them being terrorists co-existed or transformed into more respectable classifications such as statesmen and peacemakers – indeed, Mandela, Begin and Arafat, have been awarded the Nobel Peace Prize and Mandela is viewed today by many as the leading m oral authority of his time in the world. (Tsoukala, 2004, p.417) Such examples typify the hazard of defining terrorism and terrorists. It also shows that these terms are easier to talk about than to define. As noted political commentator, Nissan Horowitz, points out in the major Israeli newspaper Ha'aretz, the meaning of the term terrorism is all in the eye of the beholder. To give a concrete example, he asks â€Å"

Tourism Essay Example | Topics and Well Written Essays - 500 words

Tourism - Essay Example The government should ensure that there is a maximum security for both domestic and international tourists. This will automatically increase the number of tourists visiting the region because they will feel safe. The government can also spread a good word about the destination by holding conferences both locally and internationally. B. The private sector should not be left behind in the promotion of tourism. This is because the benefits of booming tourist activities will not only benefit the government, but also the private sector. Therefore, through seminars and other forms of publications, the private sector can also play a vital role in the promotion of tourism. A. The whole process of promoting a region, though cumbersome, has a lot of reward. Advertising is one of the most effective ways of promoting a region as a tourist destination. Using both local and international mass media to advertise tourism packages is one of the most effect ways of promoting Kenyan tourism. A. The city of Mombasa has a wide variety activities and towns that will definitely satisfy the visiting people. This ranges from the fringed coastal beaches to the many old Swahili towns that served as residential areas for the early inhabitants of the coastal city. A. Tourism can also play a vital role to rid the city of its negatives, for example, the arrival of tourists from antidrug agencies such as the World Anti-Doping Agency (WADA) can promote the fight against drug abuse in Mombasa though sports and holding of educative conferences. B. Eco tourism is also another tourist activity that will impact positively, tourists visiting the fragile and relatively undisturbed areas and providing funds for ecological conservation will lead to economic development. B. The economy of the region will also improve as the money from outside will be spent in local hotels, restaurants and other businesses thereby leading to the rise in the economy and development of the region. A. To ensure

Ethics for toy industry Essay Example | Topics and Well Written Essays - 750 words

Ethics for toy industry - Essay Example wever, attractive and large though the business is, there are certain concerns associated with the safety standards used in the manufacture of toys and the health implications for their children. There is added concern for this as today the toys’ manufacturing units are located in far off offshore places with varying manufacturing standards (Becker, 2008). These concerns are based on several researches that have found toxic and harmful substances in popular toys. More recently, an environmental research group has found that in a sample of 15,000 toys taken from various toy stores across the US, 1 in 3 contained large amounts of lead, flame retardants and arsenic (Clifford, 2008). These toys were manufactured in the US, China and other parts of the world and freely available in the US, a fact that indicates that either there is lack of adequate legislation or that there is inadequate monitoring of the standards. There may be a lack of legislation that targets specific harmful s ubstances due to inadequate research or due to low public awareness about the harmful impacts of certain substances. For example, it is only recently that research and public opinion against the use of phthalates in toys has led to the development of laws covering this chemical. However, even in the case that there are not adequate legislation or enough public awareness, the continued use of substances like phthalates and lead cannot be justified by the toy manufacturers on an ethical ground.

Innovation Planning and Design Paper Essay Example | Topics and Well Written Essays - 1250 words

Innovation Planning and Design Paper - Essay Example This paper seeks to discuss innovation planning and design so as to maintain stability, productivity and profitability in industries. Innovation planning process is not easy since creativity must be adopted in any company or in the market place. This is because is a firm does not involve innovation plan, this means that one must maximize the creativity of ideas so that the ideas that one has are put in place and they can only implemented, if one utilizes innovation plan. If one is a manager in any organization, the first thing to emulate is the goal that one wants the company to achieve. As a manager, one must state the goal or the problem that is going to be addressed and then have a particular target group. This means that one must be prepared for the project since the responsibility is not on the management but it is on the entire organization. A project that is started in any organization depicts a life cycle where all the entire organization has to be involved and be part and parcel of the project. A project should not be restricted to a specific project team since other member within the organization can contribute to innovation planning process by providing resourceful ideas or feedback. Resources and the basic tools needed and capturing of ideas must be available and have assurance that the company will be able to provide the required resources any time they are needed (Davila, 2006). The facilitators must be considered accordingly since without them will mean that innovation planning will not be achieved thus certain amount of fund must be set aside. Time is a limited factor in a project which one is focused at developing and implementing. This means that an individual must consider time to capture and develop ideas. In this step since one is not interested in implementation, then one should not take a lot of time to capture and develop ideas. As an

Tourism Essay Example | Topics and Well Written Essays - 500 words

Tourism - Essay Example The government should ensure that there is a maximum security for both domestic and international tourists. This will automatically increase the number of tourists visiting the region because they will feel safe. The government can also spread a good word about the destination by holding conferences both locally and internationally. B. The private sector should not be left behind in the promotion of tourism. This is because the benefits of booming tourist activities will not only benefit the government, but also the private sector. Therefore, through seminars and other forms of publications, the private sector can also play a vital role in the promotion of tourism. A. The whole process of promoting a region, though cumbersome, has a lot of reward. Advertising is one of the most effective ways of promoting a region as a tourist destination. Using both local and international mass media to advertise tourism packages is one of the most effect ways of promoting Kenyan tourism. A. The city of Mombasa has a wide variety activities and towns that will definitely satisfy the visiting people. This ranges from the fringed coastal beaches to the many old Swahili towns that served as residential areas for the early inhabitants of the coastal city. A. Tourism can also play a vital role to rid the city of its negatives, for example, the arrival of tourists from antidrug agencies such as the World Anti-Doping Agency (WADA) can promote the fight against drug abuse in Mombasa though sports and holding of educative conferences. B. Eco tourism is also another tourist activity that will impact positively, tourists visiting the fragile and relatively undisturbed areas and providing funds for ecological conservation will lead to economic development. B. The economy of the region will also improve as the money from outside will be spent in local hotels, restaurants and other businesses thereby leading to the rise in the economy and development of the region. A. To ensure

Innovation Planning and Design Paper Essay Example | Topics and Well Written Essays - 1250 words

Innovation Planning and Design Paper - Essay Example This paper seeks to discuss innovation planning and design so as to maintain stability, productivity and profitability in industries. Innovation planning process is not easy since creativity must be adopted in any company or in the market place. This is because is a firm does not involve innovation plan, this means that one must maximize the creativity of ideas so that the ideas that one has are put in place and they can only implemented, if one utilizes innovation plan. If one is a manager in any organization, the first thing to emulate is the goal that one wants the company to achieve. As a manager, one must state the goal or the problem that is going to be addressed and then have a particular target group. This means that one must be prepared for the project since the responsibility is not on the management but it is on the entire organization. A project that is started in any organization depicts a life cycle where all the entire organization has to be involved and be part and parcel of the project. A project should not be restricted to a specific project team since other member within the organization can contribute to innovation planning process by providing resourceful ideas or feedback. Resources and the basic tools needed and capturing of ideas must be available and have assurance that the company will be able to provide the required resources any time they are needed (Davila, 2006). The facilitators must be considered accordingly since without them will mean that innovation planning will not be achieved thus certain amount of fund must be set aside. Time is a limited factor in a project which one is focused at developing and implementing. This means that an individual must consider time to capture and develop ideas. In this step since one is not interested in implementation, then one should not take a lot of time to capture and develop ideas. As an

Commentary on Tash Aws Harmony Silk Factory Essay Example for Free

Commentary on Tash Aws Harmony Silk Factory Essay The extract from the novel The Harmony Silk Factory by Tash Aw, seems to serve as an introduction within the larger context of the complete novel. The central theme of the extract is the concept of appearance VS reality; some things are, in reality, not what they appear to be. Through the use of characterisation and setting, the author manages to bring out this theme. In addition, the use of setting and characterisation creates a degree of tension within the extract, and draws the reader into the story. Characterisation plays a major part in the extract. The main character of the extract is also the narrator. The narrator is characterised through the use of many literary devices; through his narration, aspects of his personality are revealed to the reader. We find that the narrator has two sides: the face he shows the world around him and the side that the reader is introduced to through his narration. The side that the narrator shows to the world around him and the side of him revealed to the reader are two different personalities. His external appearance is one of a quiet, non-existent, seemingly inconsequential person as can be seen from the fact that none of the visitors ever noticed [him]. However, this quiet exterior belies the fact that he observes all the comings and goings within the silk harmony factory. From my upstairs window, I saw everything unfold. Without father ever saying anything to me. The narrator is fully aware of all his fathers smuggling activities opium and heroin and Hennessy XO and bribing of the Thai soldierswith American cigarettes and low-grade gemstones but never lets his father catch on to that fact. The narrator also states that he is only of modest intellect and this is supported by his fathers belief that he would always be a dreamer and a wastrel. We find however, that his quiet demeanour conceals an observant, keen intellect. Contrary to his self-deprecating statement, we notice that he displays an extraordinary sense of awareness in a child of his age, suggesting that he is extremely intelligent. Even as a child he was aware of what [his] father did. His action of lifting the linoleum and pressing his ear to the floorboards to listen into his fathers Safe Room reveals to us his ingenuity and is a reflection of his intellect. While he does not mange to discern any information, he is sharp enough to realise that the low, muffled rumble was the tipping of diamonds onto the green baize table. While the narrator may appear to be of merely modest intellect, it seems that in reality he is incredibly intelligent for a young child. His self-deprecating statement also serves to highl ight his actual cleverness and quick mind. The theme of appearance VS reality can also be seen in the characterisation of two minor characters: the general and the young lady in the car. The narrator tells us that the general didnt look much like a soldier, but he had a Mercedes-Benz with a woman in the back seat, which would indicate a fairly high level of affluence and power which comes with the rank of a general in the army. With his cheap grey shirt and gold teeth, the man may not have looked like a general, but other indications would have exposed the reality of what he really was. This is similarly echoed in the characterisation of the young woman in the back seat of the car. The narrator describes her as having fair skin, almost pure white, the colour of salt fields on the coast. The narrator then goes on to state that she was young and beautiful, and when she smiled I saw her teeth were small and brown. This contrast between the state of her teeth and the colour of her skin further highlights the theme of appearance VS reality; while she appears to be pure and white on the outside, her teeth are dirty and decayed. This contrast is highlighted also by the use of visual imagery salt fields when describing the colour of her skin. Furthermore, the contrast between the general and the young woman also emphasizes the theme of appearance VS reality. The general wears a grey shirt, while the young woman is described as having white skin. Where the generals teeth are gold in colour, hers are small and brown. From this we can see that outward appearance does not seem to be a very good indicator of what the reality really is. Finally, the setting also contributes back to the theme of appearance VS reality. The name of the factory The harmony silk factory, which becomes synonymous with the house, gives no indication as to the activities of vice conducted there. Both physically and figuratively, the narrators house seems to be hiding behind the factory. The theme of appearance VS reality is manifested in the physical setting of the Harmony Silk Factory. The characterisation and setting, besides bringing out the theme of the appearance VS reality, also serves to create tension in the story and cause the reader to want to read on. The setting of the house, with its small mossy courtyard which never got enough sunlight gives the location of the extract an air of mystery; the lack of light and dampness of the place (as can be seen by the growth of moss) further builds upon the mysteriousness of the setting. This description appears in the first line of the extract, and the readers curiosity is pricked as to what actually goes on within the Harmony Silk factory. Also, the characterisation of the narrator serves to lead the reader on to read the rest of the novel. How is this achieved? Firstly, the narrator is a nameless, 1st person narrator. The use of the 1st person narration serves to give the tone of the extract a feeling of intimacy, or closeness to the subject matter. At the same time, his lack of a name distances him from the reader, again creating an air of mystery which surrounds him. Secondly, the tone of the narrator is very matter-of-fact. He describes somewhat shocking, illegal proceeds with the same tone one would use to describe everyday activities. He matter-of-factly states Mainly he smuggles opium and heroin and Hennessy XO and I knew what he was up to and whom he was with. The narrator describes theses happenings with a certain detachment which seems nonchalant or could be due to the fact that he is already used to this sort of behaviour. In fact, the narrator comes across as unfazed by all his fathers wrongdoings and does not seem affected in any way. This matter-of-fact tone is further highlighted by the narrators use of literary devices such as verbal irony. The use of verbal irony is evident throughout the extract. One of the first instances is in the 2nd paragraph in which the narrator describes the type of people who visit his house. He describes his Fathers clients as if they were guests or VIPs. Entry was strictly by invitation with privileged few being granted access; he states that only the liars, cheats, traitors and skirt chasers of the highest order are allowed in. These individuals have been seemingly elevated to a position of importance but by describing them in this way, the narrator has revealed them to be merely the scum of society. Another instance of verbal irony is in the line Now I would give everything to be the son of a mere liar and cheat. The irony is in the fact that the narrator views his father is so vile that he would rather be the son of someone who only cheats and lies. Also further irony can be found in the line my crime-funded education to good use. We find that he is now using his education, paid for by his fathers crimes, to uncover his fathers crimes. The use of verbal irony builds upon the narrators characterisation, as parts of his personality are slowly revealed to the reader. The narrator also uses an extremely convoluted and verbose way of narrating known as periphrasis. His manner of speaking is roundabout and elaborate. He uses ellipsis to interrupt his own narrative, partly for convenience the only people who came partly because my fathers varied The narrator constantly interjects his own narrative with interruptions and unnecessary lines such as gold, real solid gold. The use of unnecessarily long paragraphs to say a simple thing also add on to his convoluted manner of narration. The second last paragraph could have been shortened by saying I am now at peace and am not ashamed to reveal the story of my fathers life. However, he instead says there is another reason I now feel particularly well placedI am at peace. The use of periphrasis also heightens the melodramatic way the narrator leads the reader on. Phrases such as that wasnt all he was and I have searched for this all my life. Now, at last, I know the truth and I am no longer angry. In fact, I am at peace serve to heighten the tension within the paragraph. He describes his fathers past as terrible and the title he gives to his tale, The true story of the infamous Chinaman called Johnny, seems to elevate his fathers story to one legendary importance. The use of the phrase true story also lends a sense of credibility to his account. The revelation of the title to the reader is the climax of the tension that has been building in the last few paragraphs, albeit a somewhat anti-climatic one. This climax (or anti-climax) serves to leave the reader wanting more and leads the reader on to continue reading the rest of the story. The narrators self-deprecating and quirky way of narrating serves to endear the narrator to the reader. We also discover certain facts about his childhood through his narration. At no point in the extract does a narrator mention his mother. This may only be a conjecture, but the lack of a motherly figure in his life, a lack of love, may have contributed to his strange and unusual way of narrating and also his self-deprecating attitude. Also, we find that he may have endured physical abuse as a child from the line I had become used to this kind of punishment in response to his father twisting his ear. This makes the reader increasingly sympathetic to the narrator as the narrative progresses. Thus, when the narrator begins using melodrama to capture the attention of the reader and lead the reader on to the rest of the novel, the reader follows with little resistance. This characterisation and narration, coupled with the mysterious atmosphere created by the setting, creates a sort of tension which compels the reader to read on. It engages the reader and draws the reader into the world the author has created. As we have seen characterisation and setting both have a dual purpose. If this extract is the beginning of the novel, then the author has succeeded in drawing the reader into the novel. By using both characterisation and setting to bring out the theme and simultaneously create tension, the author has succeeded in creating a world with characters that engage readers and has successfully written an effective and exciting beginning to the novel.

The Limitations Of RDBMS Systems

The Limitations Of RDBMS Systems To combat the limitations of RDBMS and meet the challenge of the increasing rise of the Internet and the Web, programmers developed object-oriented databases in the 1980s. The main objective of Object-Oriented Database Management Systems, commonly known as OODBMS, is to provide consistent, data independent, secure, controlled and extensible data management services to support the object-oriented model. They were created to handle big and complex data that relational databases could not. There are important characteristics involved with object-oriented databases. The most important characteristic is the joining of object-oriented programming with database technology, which provides an integrated application development system. Object-oriented programming results in 4 main characteristics: inheritances, data encapsulation, object identity, and polymorphism. Inheritance allows one to develop solutions to complex problems incrementally by defining new objects in terms of previously defined objects. Data encapsulation or simply encapsulation allows the hiding of the internal state of the objects. Encapsulated objects are those objects that can only be assessed by their methods instead of their internal states. There are three types of encapsulated objects users and developers should recognize. The first is full encapsulation, in which all the operations on objects are done through message sending and method execution. The second is write encapsulation, which is where the internal state of the object is visible only for reading operations. The third is partial encapsulation, which involves allowing direct access for reading and writing for only a part of the internal state. Object identity allows objects of the database to be independent of each other. Polymorphism and dynamic binding allow one to define operations for one object and then to share the specification of the operation with other objects. This allows users and/or programmers to compose objects to provide solutions without having to write code that is specific to each object. The language important to OODBMS is data definition and manipulation language (DDML). The use of this language allows persistent data to be created, updated, deleted, or retrieved. An OODBMS needs a computational versus a relational language because it can be used to avoid impedance mismatch. DDML allows users to define a database, including creating, altering, and dropping tables and establishing constraints. DDMLs are used to maintain and query a database, including updating, inserting, modifying, and querying data. The OODBMS has many advantages and benefits. First, object-oriented is a more natural way of thinking. Second, the defined operations of these types of systems are not dependent on the particular database application running at a given moment. Third, the data types of object-oriented databases can be extended to support complex data such as images, digital and audio/video, along with other multi-media operations. Different benefits of OODBMS are its reusability, stability, and reliability. Another benefit of OODBMS is that relationships are represented explicitly, often supporting both navigational and associative access to information. This translates to improvement in data access performance versus the relational model. Another important benefit is that users are allowed to define their own methods of access to data and how it will be represented or manipulated. The most significant benefit of the OODBMS is that these databases have extended into areas not known by the RDBMS. Medicine, multimedia, and high-energy physics are just a few of the new industries relying on object-oriented databases. As with the relational database method, object-oriented databases also have disadvantages or limitations. One disadvantage of OODBMS is that it lacks a common data model. There is also no current standard, since it is still considered to be in the development stages. Who is currently using an OODBMS to handle mission critical data? The following information was gleaned from the ODBMS Facts website. The Chicago Stock Exchange manages stock trades via a Versant ODBMS. Radio Computing Services is the worlds largest radio software company. Its product, Selector, automates the needs of the entire radio station from the music library, to the newsroom, to the sales department. RCS uses the POET ODBMS because it enabled RCS to integrate and organize various elements, regardless of data types, in a single program environment. The Objectivity/DB ODBMS is used as a data repository for system component naming, satellite mission planning data, and orbital management data deployed by Motorola in The Iridium System. The Object Store ODBMS is used in Southwest Airlines Home Gate to provide self service to travellers through the Internet. Ajou University Medical Center in South Korea uses Intersystems Cachà ¨ ODBMS to support all hospital functions including mission-critical departments such as pathology, laboratory, blood bank, pharmacy, and X-ray. The Large Hadron Collider at CERN in Switzerland uses an Objectivity DB. The database is currently being tested in the hundreds of terabytes at data rates up to 35 MB/second. As of November, 2000, the Stanford Linear Accelerator Center (SLAC) stored 169 terabytes of production data using Objectivity/DB. The production data is distributed across several hundred processing nodes and over 30 on-line servers. Below is a list of advantages and disadvantages of using an OODBMS over an RDBMS with an object oriented programming language. Advantages Composite Objects and Relationships: Objects in an OODBMS can store an arbitrary number of atomic types as well as other objects. It is thus possible to have a large class which holds many medium sized classes which themselves hold many smaller classes, ad infinitum. In a relational database this has to be done either by having one huge table with lots of null fields or via a number of smaller, normalized tables which are linked via foreign keys. Having lots of smaller tables is still a problem since a join has to be performed every time one wants to query data based on the Has-a relationship between the entities. Also an object is a better model of the real world entity than the relational tuples (attributes) with regards to complex objects. The fact that an OODBMS is better suited to handling complex, interrelated data than an RDBMS means that an OODBMS can outperform an RDBMS by ten to a thousand times depending on the complexity of the data being handled. Class Hierarchy: Data in the real world is usually having hierarchical characteristics. The ever popular Employee example used in most RDBMS texts is easier to describe in an OODBMS than in an RDBMS. An Employee can be a Manager or not, this is usually done in an RDBMS by having a type identifier field or creating another table which uses foreign keys to indicate the relationship between Managers and Employees. In an OODBMS, the Employee class is simply a parent class of the Manager class. Circumventing the Need for a Query Language: A query language is not necessary for accessing data from an OODBMS unlike an RDBMS since interaction with the database is done by transparently accessing objects. It is still possible to use queries in an OODBMS however. No Impedence Mismatch: In a typical application that uses an object oriented programming language and an RDBMS, a signifcant amount of time is usually spent mapping tables to objects and back. There are also various problems that can occur when the atomic types in the database do not map cleanly to the atomic types in the programming language and vice versa. This impedance mismatch is completely avoided when using an OODBMS. No Primary Keys: The user of an RDBMS has to worry about uniquely identifying tuples by their values and making sure that no two tuples have the same primary key values to avoid error conditions. In an OODBMS, the unique identification of objects is done behind the scenes via OIDs and is completely invisible to the user. Thus there is no limitation on the values that can be stored in an object. One Data Model: A data model typically should model entities and their relationships, constraints and operations that change the states of the data in the system. With an RDBMS it is not possible to model the dynamic operations or rules that change the state of the data in the system because this is beyond the scope of the database. Thus applications that use RDBMS systems usually have an Entity Relationship diagram to model the static parts of the system and a separate model for the operations and behaviours of entities in the application. With an OODBMS there is no disconnect between the database model and the application model because the entities are just other objects in the system. An entire application can thus be comprehensively modelled in one UML diagram.