Leadership And Corporate Social Responsibility The Indian Way

Leadership And Corporate Social Responsibility The Indian Way Abstract Indian society has come a long way. Ancient Culture of India is if full of spiritual and ethical values. In those times, Kings and rulers used to refer Upnishads and Vedas to take guidelines for ideal practices and decision making. Today such kingdoms have converted into business empires where business leaders make decisions that impact the business and the society as a whole. As Business organizations play a vital role in the management of demand and supply in the society at one side and provide employment opportunities on the other to allow the people to possess purchasing power, it is therefore, important for them to follow ethical codes and understand their true social responsibilities other than their financial obligations towards shareholders and financers. With this view, this paper explores the changing phases of leadership and social responsibility from kings to current Indian business leaders. May be, it not a fresh thought on this topic but the authors have tried to showcase the current practices followed by various companies to discharge their social responsibilities towards the society. Key Words: Spiritual Leadership; Corporate Social Responsibility; Indian Ethos, Values and Ethics; Leaders in world business are the first true planetary citizens. They have worldwide capability and responsibility; their domains transcend national boundaries. Their decisions affect not just economies, but societies; and not just direct concerns of business, but world problems of poverty, environment, and security. World business will be a key actor in the ultimate resolution of the macro-problem. It crosses national boundaries with much more ease than do political institutions and the business corporation is far more flexible and adaptive organization than the bureaucratic structures of government.  [1]   Willis Harman, author of Global Mind Change The Above statement reflects the growing importance and changing role of business leaders in the society. Business organizations are the essential components of the social system and therefore, with such an influential role there comes a sense of great responsibilities for these business leaders. In the ancient Indian culture, ethics and moral responsibilities defined by the Vedas and scriptures were the guidelines for behavior of leaders and kings who had to play such roles in the management of social and economic systems. Historical Background: From Raj Dharma to Corporate Social Responsibility The ancient Indian folklore and sacred Hindu texts have embodied rules and regulations pertinent to preservation of environment and ecology. They have repeatedly espoused the notion of Dharma (balancing act between own duties and others rights) and Satkarma (good deeds) through various scriptures and texts. Be socially conscientious, dont mischief the nature by your actions, attain the riches through fairer means and compassion for all creatures is the philosophy of the primordial books. Unlike the present day piecemeal and ad hoc approach towards the issue, ancient Indian environment consciousness was holistic in its approach and it sprang from the Upanishadic gospel Vasudhaiva kutumbakam (all the beings of the whole universe belong to the same family). This is echoed in several verses in the Vedas, especially in Upanishads. Some excerpts are- One shall follow the path of righteousness. (Dharmam kara Taittiriya Upanishad i-11) One shall not sin against his neighbor or a foreigner. (Rig Veda Samhita v-85-7) Wealth has to be won by deeds of glory. (Rig Veda Samhita vi-19-10) One shall be led by the fair path to riches. (Vajasaneya Samhita v-36) A man shall strive to win wealth by the righteous path. (Rig Veda Samhita x-31-2) Help others to win wealth. (Rig Veda Samhita iv-50-9) One shall not be selfish and consume all by itself. (Rig Veda Sam x-117-6) Wealth accumulated through 100 hands should be distributed to 1000 hands. (Atharva Veda Samhita iii-24-5) The leader is the distributor of wondrous wealth. (Vajasaneya Samhita xxx-4) Let the rich satisfy the poor with a broader vision. (Rig Veda Samhita x-117-5) One shall produce fair wealth for today and tomorrow. (Rig Veda Samhita vi-71-6) Earth, atmosphere, sky, sun, moon, stars, waters, plants, trees, moving creatures, swimming creatures, creeping creatures all are hailed and offered oblations. (Taittiriya Samhita i-8-13) One should protect the habitation. (Rig Veda Samhita vi-71-3) Air is God (vayu devta) and it shold be free from pollution. (Atharva Veda) Yajna should be performed by everyone to purify the air. (Atharva Veda) One should not destroy the trees. (Rig Veda Samhita vi-48-17) Plants are mothers and Goddesses. (Rig Veda Samhita x-97-4) Trees are homes and mansions. (Rig Veda Samhita x-97-5) Nature has to be protected from mans exploitation (Rig Veda Samhita vii-75-8) Plants and waters are treasures for generations. (Rig Veda Samhita vii-70-4) Waters bear off all defilements and cleanse people. (Vajasaneya Samhita iv-2) Whoever injures the forests and mountains is a robber who sinks both itself and its offspring into destruction. (Rig Veda Samhita vii-104-10) Offerings should be dedicated to waters of wells, pools, clefts, holes, lakes, morasses, ponds, tanks, marshes, rains, rime, streams, rivers and ocean. (Taittiriya Samhita vii-4-13) Waters and herbs should have no poison. (Rig Veda Samhita vi-39-5) Waters are to be freed from defilement. (Atharva Veda Samhita x-5-24) Besides Vedic Samhitas and Upanishadas; 18 Puranas, Shrimad Bhagwat Geeta, the Ramayana, the Mahabharata, Dharmasastras, Arthasastras etc. have also enchanted a lot not only about concern for environment but they have specifically emphasized on Raj Dharma (duties of a king) which pertains to modern days Corporate Social Responsibility. Corporate Social Responsibility is therefore defined as a concept whereby organizations consider the interests of society by taking responsibility for the impact of their activities on customers, employees, shareholders, communities and the environment in all aspects of their operations. The notion of corporate social responsibility was untainted in terms of philanthropy or charity up till the 1990s. Welfare programs or initiatives were introduced not as a duty or a responsibility but as a form of charity that was supposed to connote the virtues of the big organisations. However the post-liberalization phase has seen a primary shift from this patronage-based model of corporate social responsibility to a stakeholder-participation based model. In the stakeholder model the community in which the corporation is present is seen as a stakeholder in the company and therefore, the company has certain obligation and duties towards it like it has towards its other stakeholders (customers, employees, shareholders). It is a recognition of the fact that companies have to perform in non-financial arenas too, such as human rights, business ethics, environmental policies, corporate contributions, community development, corporate governance, and workplace issues and company should be held accountable for its triple bottom line that includes social and environmental facet and not just the financial performance. The question that arises at this juncture is what the reasons for the shift are in the basic paradigm of corporate social responsibility. Rationale for Corporate Social Responsibility Successful corporations need a healthy society. This is widely divergent from the perspective of corporate social responsibility in Western economies as well. Reflected in the observation by Arthur Page, vice president of public relations at ATT for around 20 years and former advisor to the US President:à ¢Ã¢â€š ¬Ã‚ ¦ all business in a democratic country begins with public permission and exists by public approval à ¢Ã¢â€š ¬Ã‚ ¦ Priority of business is getting widened from 4 P to 7 Ps by inclusion of People and Planet with Profit. Short-term, charity-based welfare interventions are being replaced by long-term, empowerment-based Corporate Social Responsibility (CSR). Based on the realization, Business cannot succeed in a society that fails, CSR is being considered as an imperative for carrying on business in the society rather than as a charity. Broadly speaking, advocates of CSR have used four arguments to make their case: moral obligation, sustainability, license to operate, and reputation. Business is the element of society, which is operating with the societal resources (land, labour, material) and is providing the output to the society. Therefore society is vital for survival of business enterprise. CSR is an essential starting point in understanding why a new approach is needed to integrating social considerations more effectively into core business operations and strategy. Recognition of the importance of reputation capital for capturing and sustaining markets. Therefore corporate social responsibility is basically a new business strategy to reduce investment risks and maximize profits by taking all the key stakeholders into confidence. The significance of eco-social stability i.e. social and environmental stability and sustainability is necessary for the survival of an enterprise in the long run. The importance being attached to accountability and transparency as the key aspects of corporate governance. Education, health care, and equal opportunity are vital to a prolific workforce which is the very foundation of business unit. Safe products and good working conditions lower the internal costs of accidents and increase the efficiency of employees. Efficient utilization of land, water, energy, and other natural resources makes business more productive. Good governance and property rights are indispensable for competence and innovation which is inevitable for extensive survival. Strong regulatory standards protect both consumers and competitive companies from exploitation. Healthy society creates expanding demand for business, as more human needs are met the aspirations grow. It is used as a tool in building blocks between communities and companies. Frugal financial management and good performance increases the shareholder value thereby increasing the dimensions for surplus funds. Concern for customers increases the market share of the company leading to economies of scale and greater profitability. CSR awards and positive CSR ratings amplify the popularity of company between media, public and state. The mutual reliance of corporations and society denotes that both business decisions and social policies must follow the theory of shared value. That is, choices must benefit both sides. If either a business or a society pursues policies that benefit its interests at the expense of the other, it will find itself on a dangerous path. A temporary gain to one will undermine the long-term prosperity of both. CSR interventions therefore- based on commitment, mobilization of employees-voluntarism, innovative approaches, appropriate technology and continuing partnership -can make lasting differences in the life of the disadvantaged. Further, synergy of corporate action with the government can make the CSR interventions more effective and facilitating the corporate carrying on business in the society. Key Areas of Corporate Social Responsibility From philanthropic concept, social welfare activities have taken the shape of a full-fledged discipline. Corporate governance has also become the part of corporate social responsibility in todays times. Government is giving various awards to the socially responsible companies. In recent years business organisations are proving themselves as good corporate citizens in the following areas: Shareholders and Government Customers and Marketplace Employees and Workplace Community and Health Environment and Ecology Growth and appreciation of capital Constant focus on innovation Nurturing and developing human capital Promoting local employment Ecological diversity Transparency in financial statements Reasonable and affordable prices Following labour laws Infrastructural support (roads, electricity, telecom, water supply) Biological habitat Strong future prospects After sales services Ensuring employee health and welfare Promoting education through schools, scholarships, sponsorship of education programmes Plantation of trees in the locality Consultancy to government in various policy matters and Use of lobbying Avoid misleading through wrong publicity and advertisements Consistency between work and remuneration Maintaining ecological balance of the local community Sustenance of natural resources Constant efforts for value maximisation Providing information with dangerous products Better career prospects Disease awareness programmes (AIDS, Hepatitis, Dengu, Cancer etc) and family planning Recycling of waste and obsolete material No such practices like insider trading Avoiding unfair trade practices like high sales commission and heavy discounts Job security, provident fund, group insurance, pension, retirement benefits etc. Protecting, supporting and respecting social values, local culture and human rights Greenhouse gas emissions Accountability towards all operations Quality consciousness Promoting conducive environment Ethical research practices (e.g., animal testing, Genetically Modified Organisms) Conservation of wildlife Compliance with laws, regulations and conventions Product and consumer safety Good working conditions Upliftment of weaker and backward sections of the community Non pollution of rivers and water bodies to save water life and poisoning of water Corporate governance Regular supply of goods Promoting safety from accidents Modernisation and development Packaging use and disposal Payment of taxes to government Under weighing and adulteration must be avoided Housing, eating joints and transportation facilities Rehabilitating the population displaced Transportation impacts (congestion, logging roads) Not to indulge in corruption Dealing with customer grievances Crà ¨che facility for women employees Relationships with universities Energy water usage Thus business has to execute number of social tasks, as it is a part of the society. It should be bothered of those who are instrumental in securing its subsistence and survival. However, while doing so two things need to be distinguished to view it as social responsibility of business. First, any such activity is not charity. It means that if any business bestows some amount of money to any hospital or temple or school and college etc., it is not to be considered as discharge of social responsibility. Secondly, any such activity should not be that it is noble for some sections and dire for others. Social responsibility implies that a corporation should not do anything detrimental to the society in course of its business activities. Therefore, the concept of corporate social responsibility dampens businessmen from adopting unfair means. Instead, it persuades them to make yield through judicious administration of the business, by providing healthier working and living conditions to its personnel, providing superior products, after sales-service, etc. to its customers and concurrently to control pollution and conserve natural resources. Corporate Social Responsibility Initiatives by Indian Companies Even much before the issue became a global concern, India was aware of corporate social responsibility, due to its deep religious roots and the efforts of organisations like the Tata and Birla Group. The corporations have moved away from the charity and are focussing on initiatives that are people-centric that would make a real difference in the target communities. Following are the niceties of CSR activities undertaken by topmost Indian companies. Corporate Social Responsibility programmes at the Tata group of companies extend across a wide spectrum including rural development, community development and social welfare, family initiatives, tribal development and water management. About 7000 villages around Jamshedpur and Orissa benefit from development programmes run by the Tata Steel Rural Development Society (TSRDS). Programmes of TSRDS cover issues like education, irrigation, afforestation, adult literacy, vocational training, handicrafts and rehabilitation of the handicapped persons. The Community Development and Social Welfare Department (CDSW) at Tata steel carries out medical and health programmes, blood donation drives, mass screening of Tuberculosis patients immunization camps and drug de-addiction. In 1999, Tata Steel embarked on an AIDS awareness programme, which has now become an integral part of all training programmes. Tata Steels Centre for Family Initiatives (CFI) was successful in influencing 59 per cent of Jam shedpurs eligible couples practicing family planning, compared to the national figure of 35 per cent. To build upon this heritage the Tata Council for Community Initiatives (TCCI) has created the Tata Guidelines on Community Development, an effort of over three years from the field evolved into a framework of best practices. Infosys is actively involved in various community development programs. Infosys promoted, in 1996, the Infosys Foundation as a not-for-profit trust to which it contributes up to 1%PAT every year. Additionally, the Education and Research Department (ER) at Infosys also works with employee volunteers on community development projects. They have taken initiatives to work in the areas of research and education, community service, rural reach programme, employment, welfare activities undertaken by the Infosys Foundation, healthcare for the poor, education and arts culture. Their CSR team has been distributing books and stationery to underprivileged children across Karnataka since 2001. Infosys also manages a dedicated intranet portal to help employees support education of the children of our housekeeping and security staff. In 2009, 1,500 members contributed approximately Rs. 14, 00,000 to support more than 370 students. Also meritorious students were awarded for their performance. The Birla group of companies is also among the pioneers in the field of corporate social responsibility in India. As part of the Aditya Vikram Birla Groups Social Reach, the Birla group runs as many as 15 hospitals in India; includes adult education and schools conducting as many as 78 schools all over India; rehabilitates handicapped persons having touched more than 5000 physically challenged individuals. More than 1,00,000 patients have been examined under the Groups medical programmes. Over 15,000 children along with 2000 pregnant women have been immunized, over 500 cataract patients operated, 2000 TB patients provided medical care, 100 leprosy-afflicted attended to, free of cost. It also provides Vocational Training, having provided training to over 3000 women and having distributed over 1400 tool kits in a variety of areas like electrical, auto repair, electronic equipment maintenance and repair and tailoring. It has adopted several villages under its Village Infrastructure Deve lopment programme and has provided extensive training to over 10,000 villagers in its Carpet Weaving Center. Lupin India Ltd, Indias third largest manufacturer of pharmaceuticals has started a project for providing sustainable development in 154 villages across Rajasthan. The scheme instead of providing for piece-meal assistance that does not lead to effective alleviation of poverty or adequate development is designed as a holistic action plan that includes an Agricultural Income Generation Scheme, land cultivation and fruit plantation programs, fodder preservation schemes, sericulture and water-recycling programs, establishment of medical and educational centres, adult literacy programs and credit schemes. ITCs initiatives are not only praiseworthy but innovative in this regard. ITC partnered the Indian farmers for close to a century. It is now engaged in elevating this partnership to a new paradigm by leveraging information technology through its trailblazing e-Choupal initiative. ITC is significantly widening its farmer partnerships to embrace a host of value-adding activities: creating livelihoods by helping poor tribals make their wastelands productive; investing in rainwater harvesting to bring much-needed irrigation to parched drylands; empowering rural women by helping them evolve into entrepreneurs; and providing infrastructural support to make schools exciting for village children. Through these rural partnerships, ITC touches the lives of nearly 3 million villagers across India. Cipla, another Indian pharma major has found a novel approach to fulfil its corporate social responsibility obligations by offering to sell a cocktail of three anti-HIV drugs, Stavudine, Lamivudine and Nevirapine, to the Nobel Prize-winning voluntary agency Medicine Sans Frontieres (MSF) at a rate of $350, and at $600 per patient per year to other NGOs over the world. This offer has to lead to an significant decrease in the prices of these drugs worldwide increasing the accessibility of these drugs especially in the developing countries. Cipla also donates several million rupees every year to the Cipla Cancer and AIDS Foundation for the cancer and AIDS patients. Mahindra and Mahindra dedicates 1% of its profit (after tax), on a continuous basis towards Corporate Social Responsibility. A unique kind of ESOPs Employee Social Options was launched to enable Mahindra employees to involve themselves in socially responsible activities of their choice. The Group also announced a special gift: to provide free cochlear (hearing loss solutions) implants to 60 profoundly hearing-impaired, under-privileged children. In addition to giving impetus to the Nanhi Kali project for the girl child and the Mahindra All India Talent Scholarship for the economically disadvantaged, the Mahindra Group has also set up Mahindra Pride Schools. These schools are offering a variety of courses, with an emphasis on employability, including training for information technology, retail, automotive engineering etc. They are supposed to provide new skills and capabilities to the weaker sections of society, particularly the scheduled castes and scheduled tribe youth. Similar commitment to CSR has been displayed by other corporates in India. The list, which at best can be far from complete, includes Arvind Mills, Escorts, Dabur, Bajaj, Godrej, Hero Honda, DCM Sriram, Ashok Leyland, Ballarpur Industries, Eicher, Kinetic Group, Kirloskar, Reliance, Ranbaxy, Wipro, each of these has been deeply committed to their communities engaging in programmes encompassing education, health, education, integrated rural development. Beyond the private sector, corporate players in Indias public sector too have been actively involved in corporate social responsibility initiatives. The Indian public sector has had a long tradition of corporate social responsibility and the initiatives of corporations like the Oil and Natural Gas Corporation (ONGC), Steel Authority of India Ltd. (SAIL) and Gas Authority of India Ltd. (GAIL) have been remarkable in the development of several backward regions of the country. Indian Airlines and Bharat Heavy Electronics Ltd. (BHEL) have been widely acclaimed for their disaster management efforts. Most public sector units in the heavy engineering industry have not only set up townships around the plant, but also established schools, hospitals and several other civic facilities for their employees and those that live in that area. Several organizations have introduced benchmarking exercises for their CSR activities and industry bodies like Confederation of Indian Industries (CII) and Fed eration of Indian Chambers of Commerce and Industry (FICCI) have introduced cross-sectoral programs in CSR related areas. Future Outlook: Strategic Corporate Social Responsibility The new economic era embarked the total renovation in CSR related practices in the country. The change was two fold: makeover of the conceptual understanding of corporate social responsibility and innovations at the implementation level. At the abstract level, there is a fundamental transformation from the charity-oriented approach to the stakeholder-oriented approach where stakeholders are seen as target group whose well-being is integral to the long term success of the corporation. The real revolution is experienced at the implementation stages where companies have started committing other resources in addition to financial ones so as to provide a host of services, programs and schemes catering to the needs of the intended community. The CSR initiatives have also seen greater participation and rigid accountability standards. The issue of norms for corporate social responsibility seems to have been adequately dealt with by industry practices like benchmarking, CSR ratings and certif ication by different agencies. While the performance of the honchos seems satisfactory, there is fierce debate on the social role of the MNCs and small companies. The social concern in these companies is too little and whatever miniscule they are performing it is only for fulfilling obligation and keeping records. MNCs are rather found to be engaged in unethical and unfair business practices as well. Corporations escape from CSR by counting on the hurdles like: Lack of interest of the local community in participating and contributing to CSR activities of companies. No awareness and confidence in the local communities about CSR initiatives. Dearth of trained and efficient organisations that can effectively contribute to the ongoing CSR activities initiated by companies. Lack of transparency on the part of the local implementing agencies. Non-availability of statutory CSR guidelines, the scale of CSR initiatives of companies should depend upon their business size and profile; bigger the company, larger its CSR programme. Narrow outlook towards the CSR initiatives. CSR initiatives are viewed as donor-driven than local in approach Strategic approach to Corporate Social Responsibility is the pathway to all these hurdles and lack of interest in CSR activities. Strategic CSR is all about integrating the societal issues into the core business strategies to gain competitive advantage. While practising Strategic CSR corporates have to identify the on-going social setbacks and have to invest in them so as to strengthen their competitiveness. The success of the company and the success of the community become mutually reinforcing therefore. Characteristically, the more closely tied a social issue is to the companys business, the greater is opportunity to utilise the firms resources and capabilities, and benefit society. For any company, strategy must go beyond best practices. It is about choosing a unique position-doing things differently from competitors in a way that lowers costs or better serves a particular set of customer needs. These principles apply to a companys relationship to society as readily as to its relationship to its customers and rivals. Strategic CSR moves beyond good corporate citizenship and mitigating harmful value chain impacts to mount a small number of initiatives whose social and business benefits are large and distinctive. Strategic CSR involves both inside-out and outside-in dimensions working in tandem. Many opportunities to pioneer innovations to benefit both society and a companys own competitiveness can arise in the product offering. Citing the examples from west. Toyotas early response to public concern about auto emissions gave rise to the offering Prius. Toyotas Prius, the hybrid electric/gasoline vehicle, is the first in a series of innovative car models that have produced competitive advantage and environmental benefits. Hybrid engines emit as little as 10% of the harmful pollutants as compared to conventional vehicles. The Prius has not only significantly reduced pollutants; it has given Toyota an enviable front over rivals in hybrid technology. Toyota has created a unique position with customers and is well on its way to establishing its technology as the world standard. Urbi, a Mexican construction company, has prospered by building housing for disadvantaged buyers using novel financing vehicles such as flexible mortgage payments made through payroll deductions. It engages in purchasing land, and designing, building, marketing, and selling housing developments for the low- and middle-income and residential markets in Mexico. Crà ©dit Agricole, Frances largest bank has differentiated itself by offering specialized financial products related to the environment, such as financing packages for energy-saving home improvements,  energy-saving loans, support to organic farming, financing for renewable energy etc. conducting audits to quantify their carbon emissions   and to certify farms as organic. They also sponsor projects to restore and conserve the treasures of Frances regions, projects to renovate historic sites, buildings and religious edifices in France. To penetrate Indian market, Nestle required establishing local supply of milk from a large, diversified base of small farmers. It obtained government permission to erect a dairy in Moga (Punjab). But there, farmers were impoverished, death rate in calves were high, and lack of refrigeration vetoed farmers from distributing milk and keeping it fresh. Nestle erected refrigerated dairies as milk assortment points and sent its trucks to the dairies to collect the milk. With the trucks went veterinarians, nutritionists, agronomists, and quality assurance experts. Farmers learned that milk quality centred on adequate feed crop irrigation. With financing and technical assistance from Nestle, farmers dug deep-bore wells. The ensuing improved irrigation reduced calves fatality rate 75%, amplified milk production 50-fold, and allowed Nestle to compensate higher prices to farmers than those set by the government. With steady revenues, farmers could now obtain credit. Mogas standard of living im proved with supply of electricity and telephones; primary, secondary, and high schools; and adequate medical facilities. Meanwhile, Nestle gained a stable supply of high quality commodities-without having to pay middlemen-and saw demand for its products increase in India. Above are few illustrations to reckon but their approach and practices are commendable and well known. Hence, by identifying crossroads between own company and society, selecting social problems to address and endowing small number of initiatives can generate large and distinctive benefits for society and business unit. If approached strategically, CSR can be much more than just a

Nursing Processes for Emesis Management

Nursing Processes for Emesis Management Nausea and vomiting are common complications of multiple conditions, procedures, therapies, and events such as motion sickness, pregnancy, anesthesia (general, regional, or local) or radio/chemotherapy. Symptoms can be debilitating for many patients, and in the case of post-operative nausea and vomiting (PONV) physical damage may result, such as rupture of sutures, stitches, and esophageal tissue, and metabolic problems, such as electrolyte imbalances and dehydration (Golembiewski et al, 2005; Gan 2006). In severe cases of PONV, although rare, aspiration of gastric contents may occur, resulting in pulmonary sequelae, such as pneumonia or pneumothorax (Scuderi and Conlay 2003; Bremner and Kumar 1993). Thus effective treatment of PONV, possibly through multimodal antiemetic prophylaxis, is an important are of research (Skledar et al. 2007). This essay will consider two commonly used, well-recognized antiemetic treatments namely cyclizine and prochlorperazine. Both represent very old drug therapies, with cyclizine having been launched as an antiemetic in 1953, and prochlorperazine as an antipsychotic in 1957 (Broccatelli, 2010), its use as an effective antiemetic emerging soon thereafter (Finn et al, 2005). These drugs are commonly used on most wards in my practice setting and therefore it is vital for nursing staff to understand their respective pharmacodynamic (PD) and pharmacokinetic (PK) profiles. Prior to prescribing it is also important that the nurse have relevant knowledge regarding how these drugs work, how their PD and PK properties are altered by disease processes such as kidney/liver failure and whether there are any relevant contraindications or precautions. Additionally, the potential for drug-drug interactions and the dose appropriate for the patients age and weight should be ascertained if beneficial pati ent orientated outcomes are to be achieved. These issues will be comprehensively discussed within this essay. Pharmacology of emesis There are a plethora of drugs on the market to treat emesis, however, deciding upon an appropriate and effective treatment for patients requires the cause of the underlying nausea and vomiting to be ascertained. This is because the symptoms can manifest as a result of a number of underlying pharmacological processes, as will now be described. Vomiting is a complex reflex action controlled by the vomiting centre (VC) in the medulla region of the brain, an important part of which is the chemotrigger zone (CTZ); stimulation of this in turn leads to VC stimulation which ultimately leads to vomiting (Goodman Gilman, 1996). Neurotransmitter mediated stimulation of the VC can arise from both peripheral and central impulses (Shanbhag, 2008). Thus gastrointestinal irritation, motion sickness and vestibular neuritis all manifest in nausea and vomiting as a result of neurotransmitter release. The three main neurotransmitters involved in the control of vomiting are acetylcholine (ACh; via muscarinic-receptors), dopamine (via dopaminergic receptors), histamine (via H-1 receptors), and serotonin (via 5-HT3 receptors) (Shanbhag, 2008). Inhibition or antagonism of these receptors achieves emetic control. The VC has neurons which are rich in muscarinic cholinergic and histamine containing synapses and is directly stimulated by the vestibular input (e.g. through motion sickness), whilst dopamine and serotonin release are involved in the visceral stimuli pathway (e.g. through chemotherapy treatment) and also in the CTZ stimulation pathway as shown in Figure 1. Thus drug classifications of anti-emetics arise on the basis of which of the three pathways that they target (Flake et al., 2004). Selective serotonin receptor antagonists and antidopaminergics target the visceral stimuli and the CTZ, whilst the antihistamines and anticholinergics target the vestibular input pathway (Hornby , 2001; Flake et al., 2004). Etiology of Nausea and Vomiting Cyclizines anti-emetic effects are not fully understood but it is thought that it works by blocking the transmission of information from the labyrinthine apparatus in the inner ear (i.e. the vestibular pathway) to the VC (Goodman and Gillman, 1996). Cyclizine may also target the CTZ and it thought to exhibit some ACh muscarinic receptor blockade which probably contribute to the antiemetic potential thus operating at several pathophysiological levels. However, a side effect of ACh blockade is sedation in some individuals along with the potential for certain deliriant and hallucinogenic effects, probably responsible for cyclizines abuse potential (Bailey and Davies, 2008). Cyclizine produces its antiemetic effect within two hours and it lasts approximately four hours (emc, n.d.). The exact mechanism of prochlorperazines antiemetic action is also unclear, but the drug is thought to inhibit apomorphine induced vomiting by blocking dopamine D2 receptors centrally in the CTZ and possibly peripherally through dopaminergic receptors in the intestine (Perwitasari, 2011).   However, it also has some potential to block anticholinergic and alpha-adrenergic receptors, and therefore can also result in sedation along with muscle relaxation, and orthostatic hypotension (Kelly, 2000). Following intramuscular administration prochlorperazine has an onset of action within ten to twenty minutes and a duration of action of three to four hours (globalrph, n.d.). Indications and dosage form Cyclizine is indicated for the control of postoperative and drug-induced vomiting and in motion sickness (BNF, 2012; emc, n.d.). It is given by mouth at a dose of 50mg tablets up to three times a day or parenterally as a 50mg in 1ml solution intramuscular (im) or intravenous (iv) injection again at a frequency of up to 3 times a day (Reynolds, 1993). The recommended dose in children aged 6-12 years is lower: 25 mg up to 3 times daily. For motion sickness, it is recommended that tablets be taken 1-2 hours before departure. Cyclizine can also be given for vertigo and, morning sickness in pregnancy, and to combat  opioid nausea. It is also prescribed for radiation sickness (medsafe, n.d.) and PONV (Cholwill et al., 1999), indeed it is given iv before the induction of general anaesthesia at half the recommended dose, to increase the lower oesophageal sphincter tone thus reducing the hazard of regurgitation and aspiration of gastric contents (medsafe, n.d.). Although prochlorperazine is classified as an antipsychotic, its principal use nowadays is in the treatment of severe nausea and vomiting of various causes including, PONV, vertigo and motion sickness (BNF, 2012). It has several dosage forms: tablet (5mg: one or two tablets 3-4 times daily), syrup (5mg in 5ml: 5-10 ml 3-4 times daily), suppositories (25mg twice daily), dissolvable tablet (buccal tablet 3mg: one or two tablets twice a day in adults and children aged 12 years and over), im injection (12.5mg in 1ml; 5-10mg repeated every 3-4 hours with a maximum daily dose of 40mg) and iv injection (2.5 -10 mg by slow IV injection or infusion  with a maximum daily dose of 40mg). The oral (and buccal) route is the only method of administration recommended for children, and it is not recommended in children younger than  12 years (BNF, 2012). The different dosage form of prochlorperazine provides the nurse with flexibility for example the elderly and children may prefer the syrup or b uccal tablet, or in dysphagia suppositories or intra-muscular injections could be more appropriate. Cyclizine and prochlorperazine are both considered first line treatments for nausea secondary to vertigo and motion sickness (Quigley, 2001) and are first line treatments in many hospitals in PONV (NHS, Salisbury; NHS Plymouth). A review by Matchar, et al. (2003) has suggested that oral prochloperazine may also be used as an adjunct in the treatment of nausea associated with migraine (Matchar et al, n.d.). No randomized controlled trial has been found which formally compares efficacy of cyclizine and prochlorperazine, however, two studies comparing cyclizine with perphenazine in ameliorating drug-induced emesis, have shown the former to have comparable antiemetic efficacy to this related phenothiazine drug (Dundee et al., 1975; Chestnutt and Dundee, 1986). These studies are featured in a Cochrane report (Stevenson, 2006) which investigates drugs for preventing PONV and highlights eight drugs which reduce PONV by a similar amount in this patient group, cyclizine being one. The report concluded, therefore, that the most important question to answer when treating emesis is What are the types and risks of side effects experienced by patients exposed to these antiemetics? Thus safe and effective prescribing requires the nurse to identify patient variables or comorbidities relevant to the drugs side effects, for example heart failure patients should not be prescribed cyclizine and individuals susceptible to visual disturbances should avoid prochlorperazine as per the drugs contraindications. It is noteworthy that both drugs may be prescribed in the later stages of pregnancy if considered appropriate by a doctor (Schaefer, 2007; CKS, n.d.).  [1]   The choice of antiemetic would depend upon the precise cause of the nausea in conjunction with the specific receptor affected. However, since several different neurotransmitters stimulate the CTZ, combining drugs with different mechanisms of action can often be more effective than increasing the dose of one individual drug (King and Brucker 2011). Indeed, combinations of antiemetics are often used in palliative care (NHS Scotland, n.d.). Notably, vomiting of unclear or mixed origin may respond to a phenothiazine such as prochlorperazine because, in addition to acting on dopamine and serotonin receptors in the CTZ, it also acts at the VC and vestibular area. Cyclizine and prochlorperazine are both commonly used anti-emetics in palliative care where nausea and vomiting are present in up to 70% of patients with advanced cancer (NHS Scotland, n.d.). Treating this patient population requires particular vigilance, since there may be a number of underlying reasons for and comorbidities contributing to the nausea and vomiting, and antiemetics may be inappropriate. Consideration for causes of the symptoms might include intestinal obstruction or constipation, anxiety, raised intracranial pressure (ICP), oesophageal candida, severe pain or hypercalcaemia all of which might warrant interventions other then antiemetics. Conversely, should the nausea and vomiting be identified as drug induced, then anti-emetics such as cyclyzine or prochlorperazine might be appropriate. Raised intracranial pressure stimulates vomiting centre via pressure receptors and can be problematic in patients with known or suspected brain metastases. Notable, cyclizine can be g iven to such patients, especially where corticosteroids are contraindicated (NHS Scotland, n.d.). Pharmacokinetics Cyclizine, like most antihistamines, is well absorbed from the GI tract. After oral doing the effects develop within 30 minutes, are maximal within 1-2 hours and lasts for 4-6 hours. A single oral dose of 50 mg cyclizine in healthy adult volunteers resulted in a peak plasma concentration of approximately 70 ng/mL, occurring at about two hours after drug administration. The plasma elimination half-life is approximately 20 hours.  [2]  Cyclizine is extensively metabolised in the liver via N-demethylation to the inactive metabolite norcyclizine (Figure 4), which is widely distributed throughout the tissues and has plasma half-life of approximately 20 hours. This metabolite has minor antihistaminic activity compared to parent drug. A single 50 mg dose of cyclizine when given to an adult male volunteer, results in less than 1% of the total dose administered being excreted as parent drug in the urine over a 24 h period. Thus urinary excretion of metabolite rather than parent drug is th e major route of elimination for  cyclizine. The metabolism is thought to be mediated through CYP 2D6 and therefore exhibit inter-subject variability dependent upon the CYP 2D6 genotype as demonstrated by Vella-Brincat et al. (2012) in their study of the PK of cyclizine (Appendix 1) and its major metabolite (Appendix 2) in palliative care patients receiving sub-cutaneous cyclizine. Results indicated that the metabolic ratio of parent drug to metabolite differed significantly according to CYP2D6 genetics.  [3]   Prochlorperazine is reasonably well absorbed from the GI tract and highly protein bound. It undergoes extensive metabolism both in the gastric mucosa and on first pass through the liver via the cytochrome P450 enzyme system (CYP 2D6 and CYP 3A4)  [4]  to inactive metabolites, which are subsequently excreted in the urine. Parent drug has a plasma half-life of between 4 and 8 hours, the precise half-life differing according to the mode of administration. An im injection produces its antiemetic effect in 5-10 minutes and it lasts for 3-4 hours. Onset of effects are related to the mode of administration hence the pharmacokinetic profile, thus an oral dose would have a slightly slower onset of action but would last longer compared with an im injection.  [5]  According to Finn et al (2005), although the drug has been accepted as a useful anti-emetic for over half a century, its therapeutic success has been limited by its low and variable absorption and high first-pass metabolism. H owever, the development of a new buccal formulation has improved the PK, since studies demonstrate that buccal administration of prochlorperazine produces plasma concentrations more than twice as high as an oral tablet, with less than half the variability (Finn et al., 2005)  [6]  (Figure 5). When placed in the buccal cavity between the upper lip and the gum the formulation forms a gel from which the prochlorperazine is released and absorbed. The plasma levels achieved at steady-state on a dosage regimen of one 3mg buccal tablet twice daily are similar to those observed with the standard oral dosage of one 5 mg tablet taken three times daily. The elimination half-life of prochlorperazine in this formulation is 9 hours. The safety and efficacy of this relatively new formulation has also been demonstrated by Bond  [7]  (1998) in a randomised, double-blind, double-dummy trial in patients with vestibular disorders. Side effects By virtue of their pharmacology, cyclizine and prochlorperazine are both central depressants and can cause impairment of performance (Benson, 2001). Consequently, the pharmaceutical data sheets for both drugs have warnings regarding their potential to interfere with the ability to drive or operate machinery safely due to their ability to cause drowsiness (BNF, 2012). Despite the fact that cyclizine is one of the older antihistamines it is considered less potent in this regard compared to others in its class (Broccatelli, 2010), however, there is considerable variability in response to this side effect which can range from slight drowsiness to deep sleep. For this reason in practice, when one drug is not effective or poorly tolerated then it is justifiable to give another drug or combination of drugs (Benson, 2001). This unwanted side-effect is also a feature of prochlorperazine especially in the elderly, and often diminishes with continued treatment of both drugs (emc, n.d.). Cyclizines other more common side-effects include headache and psychomotor impairment plus antimuscarinic effects, such as urinary retention, dry mouth, blurred vision, and gastrointestinal disturbances (BNF, 2012). Less common side effects are palpitations and arrhythmias, also dizziness, hypotension, muscular weakness and poor coordination (Goodman and Gilman, 1975). Prochlorperazine commonly causes CNS related side effect such as acute dystonia or dyskinesia, however these tend to be transitory (usually occur within the first 4  days of treatment) and are more common in children and young adults. Dopamine antagonists like prochlorperazine can also cause extrapyramidal effects, QT prolongation and even severe hypotension, especially in the elderly (emc, n.d.). Muscle spasms and restlessness are other reported side effects. Interactions Cyclizine exhibits pharmacological interactions with other drugs due to antagonism of its action (donepezil, galantamine, rivastigmine) or enhanced anticholinergic actions (tacrine, trimethobenzamine, triprolidine, trospium). Pharmacokinetic interactions may arise since cyclizine is an inhibitor of the hepatic CYP 2C9 isozyme system, which is involved in an NADPH-dependent electron transport pathway. This isozyme oxidizes a variety of structurally unrelated compounds, including steroids, fatty acids, and xenobiotics and contributes to the wide pharmacokinetics variability of the metabolism of drugs such as S-warfarin, diclofenac, phenytoin, tolbutamide and losartan. Pethidine and propanidid are also listed as having a potential to interact with cyclizine. Cyclizine also acts as an inhibitor of estrogen sulfotransferase, the enzyme responsible for estradiol metabolism. Prochloperazine has a plethora of interactions, both pharmacological and pharmacokinetic. The pharmacokinetic interactions are largely due to competitive metabolic interactions at the hepatic CYP 3A4 and CYP 2D6 enzymes. The CYP 3A4 isozymes are responsible for a variety of oxidation reactions e.g. caffeine 8-oxidation, omeprazole sulphoxidation, midazolam 1-hydroxylation and midazolam 4- hydroxylation, plus metabolism of structurally unrelated compounds, including steroids, fatty acids, and many other xenobiotics. Whilst the CYP 2D6 isozymes are responsible for the metabolism of many drugs and environmental chemicals, via oxidative transformation along with metabolism of drugs such as antiarrhythmics, adrenoceptor antagonists, and tricyclic antidepressants.  [9]  Consequently, the data sheet for prochlorperazine lists many drugs with interaction potential including adrenaline, amphetamine, carbamazepine, clonidine, desferrioxamine, guanethidine, levodopa, lithium, phenobarbital and propranolol. Managing Drug Therapy When managing the care of a patient, nursing staff must initially thoroughly assess the patient, then identify significant interactions between core drug knowledge (PD, PK, ADRs, interactions, contraindications) and the patients core variables (health status, age and gender, life-style and diet, environments, culture). Thereafter the nurse can plan and implement suitable interventions, which will maximise therapeutic effects whilst minimising adverse effects (Aschenbrenner and Venable, 2008). In order to achieve such objectives the nurse should ensure administration of the appropriate medication is given through a suitable route on a regular basis or as required, with ongoing patient evaluation and monitoring. Cyclizine and prochlorperazine are both considered first line treatments for nausea secondary to vertigo and motion sickness (Quigley, 2001) and are first line treatments in many hospitals in PONV (NHS, Salisbury; NHS Plymouth). A review by Matchar, et al. (2003) has suggested that oral prochloperazine may also be used as an adjunct in the treatment of nausea associated with migraine (Matchar et al, n.d.). No randomized controlled trial has been found which formally compares efficacy of cyclizine and prochlorperazine, however, two studies comparing cyclizine with perphenazine in ameliorating drug-induced emesis, have shown the former to have comparable antiemetic efficacy to this related phenothiazine drug (Dundee et al., 1975; Chestnutt and Dundee, 1986). These studies are featured in a Cochrane report (Stevenson, 2006) which investigates drugs for preventing PONV and highlights eight drugs which reduce PONV by a similar amount in this patient group, cyclizine being one. The report concluded, therefore, that the most important question to answer when treating emesis is What are the types and risks of side effects experienced by patients exposed to these antiemetics? Thus safe and effective prescribing requires the nurse to identify patient variables or comorbidities relevant to the drugs side effects, for example heart failure patients should not be prescribed cyclizine and individuals susceptible to visual disturbances should avoid prochlorperazine as per the drugs contraindications. It is noteworthy that both drugs may be prescribed in the later stages of pregnancy if considered appropriate by a doctor (Schaefer, 2007; CKS, n.d.).  [10]   The choice of antiemetic would depend upon the precise cause of the nausea in conjunction with the specific receptor affected. However, since several different neurotransmitters stimulate the CTZ, combining drugs with different mechanisms of action can often be more effective than increasing the dose of one individual drug (King and Brucker 2011). Indeed, combinations of antiemetics are often used in palliative care (NHS Scotland, n.d.). Notably, vomiting of unclear or mixed origin may respond to a phenothiazine such as prochlorperazine because, in addition to acting on dopamine and serotonin receptors in the CTZ, it also acts at the VC and vestibular area. Cyclizine and prochlorperazine are both commonly used anti-emetics in palliative care where nausea and vomiting are present in up to 70% of patients with advanced cancer (NHS Scotland, n.d.). Treating this patient population requires particular vigilance, since there may be a number of underlying reasons for and comorbidities contributing to the nausea and vomiting, and antiemetics may be inappropriate. Consideration for causes of the symptoms might include intestinal obstruction or constipation, anxiety, raised intracranial pressure (ICP), oesophageal candida, severe pain or hypercalcaemia all of which might warrant interventions other then antiemetics. Conversely, should the nausea and vomiting be identified as drug induced, then anti-emetics such as cyclyzine or prochlorperazine might be appropriate. Raised intracranial pressure stimulates vomiting centre via pressure receptors and can be problematic in patients with known or suspected brain metastases. Notable, cyclizine can be g iven to such patients, especially where corticosteroids are contraindicated (NHS Scotland, n.d.). Administration Precautions Due to its centrally acting effects, patients taking cyclizine should avoid alcohol and other depressants e.g. hypnotics or tranquillisers. Food may reduce irritation to cyclizine and since there is no interaction with food, this drug can be taken without regard to meals. The datasheet indicates it should be used with caution in hepatic disease, whilst in renal impairment there is a need for dose reduction (BNF, 2012). Cyclizine should also be used with caution in patients with severe heart failure. Other anticholinergic effects include visual disturbances, and sedation, which can make them dangerous for the elderly population or younger patients. Further, cardiovascular side effects e.g. hypotension, tachycardia, and palpitations have been reported, plus minor GI effect e.g. dry mouth and constipation. Cyclizine has a well-known abuse potential (Ruben et al. 2006). In opiate dependents receiving long-term methadone cyclizine is often taken in large doses intravenously to provide a m ore intense high. Thereafter the addict experiences depressive mood changes and a craving for cyclizine. Many individuals receiving long-term prescriptions of oral methadone have been identified as being habitual abusers of cyclizine.  [11]  Consequently, there is considerable reticence by pharmacists in prescribing the drug, and alternative treatments are generally sought. Obviously in the hospital setting there is little opportunity for such abuse, and the efficacy and cost-effectiveness of the drug would therefore take precedence over its abuse potential (Barber, 1995; Philips and Thompson, 1997). Although prochlorperazine being an antipsychotic phenothiazine drug can be employed in psychiatry, in lower doses it is usually prescribed for its anti-emetic properties. Patients taking the drug should take with a full glass of water, avoid excessive quantities of coffee or tea (containing caffeine) and also avoid alcohol. Prochlorperazine should be used with caution in patients with renal and hepatic impairment and cardiovascular disease; also in Parkinsons disease, epilepsy and in patients with a history of glaucoma. While the drug does not deliver the euphoria that is associated with many commonly abused drugs, it still has some abuse potential since it can alter mood and perception, but not to the extent of cyclizine. Moreover, dependence and tolerance can develop, which can drive the individual to continue to seek more of the drug  [12]  and result in overdose, characterised by symptoms of central nervous system depression to the point of somnolence or coma. Agitation and r estlessness may also occur in overdose. Other possible manifestations include convulsions, EKG changes and cardiac arrhythmias, fever and autonomic reactions such as hypotension, dry mouth and ileus. Managing Drug Therapy Nausea and Vertigo: In emetic patients, antiemetics should only be prescribed when the underlying cause is known, indeed antiemetic administration may be harmful when the cause can be treated, e.g. in diabetic ketoacidosis or digoxin/antiepileptic overdose. In addition to motion sickness cyclizine can be given to patients with nausea caused by mechanical bowel obstruction and raised intracranial pressure.  [13]  Once a decision has been made that antiemetic drug treatment is appropriate, the drug and the dosage form should be chosen according to the aetiology of vomiting along with core drug knowledge and patient variables. Thus prochloperazine is useful for episodes of more severe nausea and vomiting e.g. associated with diffuse neoplastic disease, radiation sickness, and the emesis caused by drugs such as opioids, general anaesthetics, and cytotoxics. Indeed, prophylactic use may be required if severe nausea is anticipated such as following chemotherapy treatment. (Aschenbrenne r and Venable, 2008). Prochorperazine may be a suitable choice because of its dosage forms, thus rectal suppositories can be useful in patients with persistent vomiting or with severe nausea and the buccal tablet dosage form is also useful in such instances. However, during use of phenothiazines it is important to monitor severe dystonic reactions, especially in children. It is recommended as a second-line treatment for vomiting in pregnancy after promethazine.  [14]   Whereas the efficacy of cyclizine in treating nausea and vomiting has already been unequivocally proven, it is only available in tablet and injectable form. Nevertheless, cyclizine may be the choice of drug over prochlorperazine in children since in this patient population the latter can only be administered orally (BNF, 2012), and therefore requires patient compliance for success. There is no evidence that either of the two drugs is superior to the other in terms of efficacy; also despite cyclizines longer plasma half-life compared with prochlorperazine, the duration of action is similar at around 4 hours. The adverse event profiles do however differ slightly, because of the differing underlying pharmacology of these two drugs. This is an important consideration in the choice of drug, alongside special precautions which, as described earlier, must be considered in conjunction with patients co-morbidities. It is also noteworthy that educating patients and their families regarding the drug of choice is important; for example warning patients against consuming alcohol with both prochlorperazine and cyclizine and warning patients against driving or operating machinery if susceptible to drowsiness with either drug. In summary, both cyclizine and prochloperazine have similar safety, tolerability and toxicity profiles despite their differing modes of action on a cellular level. Tolerability in terms of drowsiness is a potential problem for both drugs, but is generally dependent upon the individual patients susceptibility, warranting a trial and error type approach when determining which is the optimal drug of choice. Also, due to the drugs both being substrates of CYP 2D6 their phamacokinetic profiles may exhibit inter-subject variability by virtue of the different phenotypes of this enzyme which exist in the population. This differing pharmacokinetic profile would logically translate into a varied response in terms of therapeutic effects. Likewise, their potential to interact with other drugs is inextricably linked with their metabolism, namely metabolic competition at the cytochrome P450 enzyme receptor sites. Thus both drugs have the potential to interact with a wide range of other medications . Moreover, since both drugs are extensively metabolised in the liver, with excretion of metabolites in the urine, there is a need for caution in renal and hepatic disease. Cyclizine and prochlorperazine appear to be similarly efficacious with regard to their treatment of emesis caused by motion sickness. The literature is inconclusive regarding which drug would be more superior for PONV, or vertigo, and even though it has been suggested that prochlorperazine should be chosen over cyclizine when the nausea is severe, there does not seem to be any compelling evidence for this and many hospitals tend to choose cyclizine over prochlorperazine in their antiemetic protocols/guidelines. The most compelling evidence for choosing prochlorperazine over cyclizine in the primary care setting would be the high abuse potential with cyclizine. However, in the secondary care setting this is of minimal concern. Therefore a more compelling reason for choosing prochlorperazine over cyclizine in this setting might largely hinge on the greater flexibility in formulations available for prochlorperazine. Whereas both drugs can be given orally as a tablet, when patients are vomiting this may be inappropriate. The buccal tablet or rectal suppository, which is available for prochlorperazine, and is less invasive than an injection formulation may be more acceptable to many patients in such cases. To conclude, the present essay has demonstrated that the nursing process for effectively dealing with emesis is challenging and complex. Here we have witnessed the plethora of facts which the nurse must take into account prior to prescribing the antiemetic drugs cyclizine and prochlorperazine, and that even after attempting to optimise drug selection on the basis of such facts, success cannot be guaranteed. Ongoing monitoring of patient response/progress with the possibility of altering or augmenting the chosen drug therapy is necessary to improve outcomes, ensure patients receive optimal care, and that they enjoy maximal therapeutic success with minimal side effects. References Matchar DB, Young WB, Rosenberg JH, Michael P. Pietrzak, Stephen D. Silberstein, Richard B. Lipton and Nabih M. Ramadan. Evidence-based guidelines for migraine headache in the primary care setting: Pharmacological management of acute attacks. Available at: www.aan.com/public/practiceguidelines/03.pdf/. Accessed 28/10/12. CKS: Clinical Knowledge Summaries http://www.cks.nhs.uk/nausea_vomiting_in_pregnancy/management/prescribing_information/prochlorperazine/advice_about_prochlorperazine Goodman, L.S., and A. Gilman. (eds.) The Pharmacological Basis of Therapeutics. 5th ed. New York: Macmillan Publishing Co., Inc., 1975., p. 607). Benson A J, Medication for Motion S

The Journey Of Odysseus And Te :: essays research papers

In The Odyssey written by Homer and translated by Richard Lattimore, several themes are made evident, conceived by the nature of the time period, and customs of the Greek people. These molded and shaped the actual flow of events and outcomes of the poem. Beliefs of this characteristic were represented by the sheer reverence towards the gods and the humanities the Greek society exhibited, and are both deeply rooted within the story. In the intricate and well-developed plot of The Odyssey, Homer harmonized several subjects. One of these, was the quest of Telemachos, (titled "Telemachy") in correlation with the journey of his father. In this, he is developed from a childish, passive, and untested boy, to a young man preparing to stand by his fathers side. This is directly connected to the voyage of Odysseus, in that they both lead to the same finale, and are both stepping stones towards wisdom, manhood, and scholarship. Through these voyages certain parallels are drawn concerning Odysseus and Telemachos: the physical journeys, the mental preparations they have produced, and what their emotional status has resulted in. These all partake a immense role in the way the story is set up, stemming from the purpose of each character’s journey, their personal challenges, and the difficulties that surround them. The story commences when Odysseus, a valiant hero of the Trojan war, journeys back home. Together with his courageous comrades, and a several vessels, he set sail for his homeland Ithaca. Fated to wander for a full ten years, Odysseus’s ships were immediately blown to Thrace by a powerful storm. The expedition had begun. Upon this misfortune, he and his men started a raid on the land of the Cicones. However, this only provided them with temporary success. The Cicones had struck back and defeated a vast majority of Odysseus’s crew. This was their first of many disastrous experiences to come. Storms then blew his ships to Libya and the land of the Lotus-eaters, where the crew was given Lotus fruit from which most lost their entire memories from home. Odysseus, and the others who had not tasted it, recovered the sailors by force, and set sail again, westward, this time to the island of the Cyclops, a wild race of one-eyed giants. Leaving most of his men in a sheltered cove, Odysseus then entered the island with one crew only. They wandered around, encountering, and foolishly entering an immense cave, awaiting the owner.

The Horizons of Theory: Jameson, Marxism, and Poststructuralism Essay

The Horizons of Theory: Jameson, Marxism, and Poststructuralism Fredric Jameson's The Political Unconscious is a work which crosses theories' boundaries, which walks (or polices?) Marxism's border on poststructuralism. It may easily be read as a refutation of poststructuralism, or as an embrace of it; as a flight from Marxism (though under its own banner), or as its theoretical redemption – this is not a contradiction (we might read Jameson as replying), but a dialectical, productive exploration of the tension between these philosophies. Indeed, Jameson's exposition of his Marxist hermeneutic may be taken as a reply (from within a discourse he perceives as Marxism) to the poststructuralisms of Jacques Derrida and Gilles Deleuze, and as a conversation with the structural Marxism he calls "Althusserian"; but Jameson attempts to reconcile these views with the Marxist tradition. We may read The Political Unconscious as positing a mode of reading which is acceptable to – or which subsumes – both a "demystifying" Marxism and the ap oria or irreducible contradiction of deconstruction; but in so doing, as Jameson perhaps realizes, the text is drawn into the clear contradictions between these theories, and only partially resolves (or evades) them. The central thesis of The Political Unconscious is the presence of History as the "untranscendable" or "absolute horizon of all reading and all interpretation" (17). We may immediately note that this "untranscendable presence" apparently contradicts deconstruction's mistrust of all presences within and behind texts, to say nothing of Derrida's derisive references to "transcendence." To look for History in the text, to find the hidden meaning of History through it, would evidently not be a sa... ...rificing the individual text to a broader structural analysis – "that a Marxist cultural study can hope to play its part in political praxis, which remains, of course, what Marxism is all about" (299). It is revealing (from a Marxist standpoint) that this final aside marks the only reference to concrete political involvement in the volume; perhaps more tellingly, The Political Unconscious treats this sacrifice of the traditional, individualistic literary text as a price which, however unfortunately, must be paid (in order to satisfy the demands of Marxism). But as a reconciliation of the poststructuralist, anti-transcendent insistence on specificity with some of the theoretical imperatives of Marxist cultural thought, The Political Unconscious remains a breakthrough; and as a proposal of a newly political, poststructuralist historicism, it is undeniably persuasive.

Business Plan †Tfbg Essay

Product The Functional Beverage Group, Inc. has designed and is now developing a line of enhanced water products using a micro-targeting strategy. Consumers will be able to choose from a diverse, yet highly specific product offering based on their supplemental dietary or hydration needs. Each product will be optimized for vitamin content, electrolyte content, caloric content, and energy boost. We are currently in the process of developing three (3) of the targeted formulations. What makes our enhanced water products so unique is that all of these products will contain levels of Vitamin D3. Our major competitors – from Sobe, to VitaminWater, to Propel, and the rest – do not have enhanced waters that contain Vitamin D3. Because of the amounts of research data available, we may be able to make health claims concerning our formulations – claims that the other functional waters can’t make. Currently, there is no major marketer of a functional water product containing Vitamin D3. Why Vitamin D3? – Over the last two years, there has been a rash of research emerging concerning the lack of Vitamin D in our diets. Many physicians agree that the levels of Vitamin D suggested by current U.S. guidelines are insufficient. The lack of Vitamin D in the diet is beginning to gain notoriety by obstetricians, gynecologists, oncologists, pediatricians, and orthopedists across the country giving rise to what is being labeled as a new â€Å"epidemic† – Vitamin D deficiency. Our Technology – Vitamin D has chemical properties which causes it to be virtually insoluble in water. Therefore, a beverage company would need to develop the technology to dissolve Vitamin D3 into a water product using food grade ingredients while at the same time making a product that is pleasing in both taste and appearance. The Research and Development Team of The Functional Beverage Group has developed the technology to accomplish these goals. We are now seeking raise capital in order to finalize our formulation development and bring these product formulations to market. Investment Opportunity A $500,000 initial investment (available in units of $10,000 each) provides an equity position in The Functional Beverage Group, Inc. This funding will allow the FBG to complete initial development of its product line, develop informational web-site, and cover the legal fees and other expenses related to the completion of the second round of funding for the development of the operating company – Functional Foods & Beverages, Inc. Exit Strategy Our research has shown that most beverage companies are in the acquisition and/or partnering mode. Recently, many small beverage makers have been purchased by larger entities such as Coke, Pepsi, and Dr. Pepper/Snapple. Some of the more recent purchases include Coca-Cola’s purchases of Glaceau’s VitaminWater and SmartWater brands ($4.1 billion), Fuze Beverage ($327 million), Agua Brisa ($92 million), and Jugos del Valle ($456 million). Of more interest to The Functional Beverage Group is the recent investment of approximately $5 million the Dr. Pepper/Snapple Group made into Hydrive Energy, LLC. The Functional Beverage Group believes that our functional waters containing D3 will be a good fit for any of those organizations and therefore we can offer an attractive exit plan for our investors. In an otherwise sluggish merger-and-acquisitions market, successful beverage firms are still the darlings of Wall Street deal makers. According to the December 9, 2009 edition of the Wall Street Journal, November was the biggest month in over a year for deals involving consumer products and food and drinks firms with $12.54 billion in acquisitions. One of those companies for sale is Cliffstar Corp., a New York based fruit-juice and sports-drink maker. Cliffstar has hired Morgan Stanley to conduct an auction and has entered a second round of bidding, said several people familiar with the matter. Closely held Cliffstar has annual earnings around $75 million and is seeking seven to eight times earnings, which would put it a sales price at $500 million to $600 million, according to the article. Budget Statement Our revenue and expense projections are based on exhaustive industry research based on the cost to manufacture and market a new beverage product. In estimating revenues, we look at three products currently on the market: 1) Wal-Mart’s Acai-based Energy Drink, 2) Hy-Drive Energy Drink, and 3) DRANK Relaxation drink. These products are thought to be some of the most innovative products at the time of their introduction. Our revenue projections are conservative. If we can achieve early adoption into the major retailers like Wal-Mart or Target, we can far exceed those revenue projections. Our initial investors will become members of The Functional Beverage Group, Inc – an intellectual property development organization. Because The Functional Beverage Group, Inc will have few expenses and we expect to become profitable by Year 2. Most of these profits will be distributed as dividends to our shareholders. Figure 1. The Functional Beverage Group, Inc – 5 Yr Revenue Projections [pic] The Functional Beverage Group, Inc will maintain an approximate 40% stake in Functional Foods & Beverages, Inc (FFBI). FFBI will have the primary responsibility of manufacturing and market products licensed from The Functional Beverage Group, Inc. Figure 2. Functional Foods & Beverages, Inc – 5 Yr Sales Projections [pic] 2. The Functional Beverage Group, Inc. The Functional Beverage Group, Inc (The FBG), an Illinois Corporation was established in 2009 with a one core purpose – to become the preeminent supplier of functional or enhanced water products. The FBG is developing a line of functional water products based on the diverse needs of the functional water consumer. The consumer will be able to choose from a diverse yet highly specific product offering for their supplemental dietary or hydration needs. Each product is optimized for vitamin content, electrolyte content, caloric content, and energy boost. Our marketing will focus on grass roots efforts as well as forming alliances, partnerships, and promotional agreements with A-List celebrities to produce other unique marketing angles. Our business model will be split into three separate entities: 1) The Functional Beverage Group, Inc – an intellectual property organization responsible for the development and licensing of proprietary enhanced water products and other beverages to be produced and marketed by its subsidiary operating company, Functional Foods & Beverages, Inc. 2) Functional Foods & Beverages, Inc – the operating company responsible for the manufacturing of products developed by The Functional Beverage Group, Inc. Functional Foods & Beverages, Inc will have the exclusive right to manufacture and market products developed by The Functional Beverage Group, Inc. Functional Foods & Beverages will be managed by individuals with food and beverage industry experience. Although this organization will be managed by beverage industry professionals, selected members of the Functional Beverage Group, Inc will act as consultants to the organization. 3) Functional Beverage Real Estate Holdings, LLC – a real estate holding company responsible for acquiring any land and buildings associated with the manufacturing and distribution of products sold by Functional Foods & Beverages, Inc. The Functional Real Estate Holdings, LLC will seek to locate facilities in areas where they can take advantage of incentives such as TIF financing, property tax concessions, and vacant or unused property incentives. [pic] Figure 3. Proposed Operating Structure 3. Management Team Our core management team consists of: Shelby Parchman, President – MS Chemistry, Illinois Institute of Technology. Mr. Parchman has worked in new product development in the pharmaceutical and nutrition arenas for both Baxter Healthcare Corporation and the Amoco Corporation (Now BP). Mr. Parchman has years of experience working in the manufacture and formulation of analogs of Vitamin D3. In addition, he has a 15-year track record of success in working with start-up and entrepreneurial organizations. Mr. Parchman’s background in product development and nutrition has been instrumental in developing the unique features and formulations of our product mix. Edward A. Williams, Corporate Treasurer – JD, DePaul University School of Law, CPA (Licensed in IL & IN). Mr. Williams specializes in legal matters in the following practice areas: Tax Law, Tax Planning, Tax Litigation, Civil Practice, and Federal Taxation. Mr. Williams has represented several notable clients including the late Bernie Mac. Marvin Rux, Business Organization and Management Consultant – JD North Carolina Central University School of Law, MBA University of Chicago Booth School of Business, Mr. Rux practiced law for more than 20 years, specializing in the following practice areas: Real Estate Law and Taxation, Business Law & Development, and Estate Planning. Mr. Rux, no longer actively practicing law, provides consulting services to business development and real estate investment clients. Christopher McGruder, VP of Marketing – BA Business Administration, Barrington University. Mr. McGruder has extensive Marketing, Public Relations and Executive Assistance experience via Edelman PR Worldwide, Merck & Company Pharmaceuticals and Morgan Stanley. His clients’ list includes several Fortune 100 Companies such as: Micro-Soft, Sears, Wrigley’s, KFC, Unilever, Kobel Champaign, Mike’s Hard Lemonade, Cub-Cadet, and Axe Body Spray. He was instrumental in the capabilities development and promotions, and execution of product initiatives and national campaigns. Charles Moss, Marketing and Promotions – BA Communications, Southern Illinois University, Mr. Moss has years of experience in the entertainment and recording industries. Through his organization, Chuck Moss Presents, he has worked with various recording artists in all aspects of management, marketing and promotions. Because his reach stretched from Los Angeles to New York, he has been able to develop a valuable network of celebrities in both the music and sports industry. Terrence Seaphus, Marketing Consultant – MS Marketing/Advertising, Northwestern University Medill School of Journalism. Mr. Seaphus is an individual who can conceptualize a project and follow through to completion. His experience at M&M Mars along with his Northwestern University Graduate School tenure set the foundation that gave him the tools to succeed in marketing, advertising, diversity training and sales. His understanding of how to take new products through different channels including distributors, retailers, wholesalers, and finally, the end-consumer requires a 21st Century integrated marketing effort which happens to be his background. Michael Vick, Marketing Consultant – Pro Football Player, Virginia Tech (College), Atlanta Falcons, Philadelphia Eagles. In addition to being an outstanding football player, Mr. Vick has a keen sense of marketing and salesmanship. In addition to being a partner, Mr. Vick has expressed interest in being our first signed celebrity endorser. In addition, Mr. Vick has a list of contacts who have expressed an interest in investing in our endeavor. Mr. Vick still has numerous fans and followers. His jersey is still a best seller in the NFL – a good testament to his marketing potential. Pamela Williams, Manufacturing Consultant – MS Chemical Engineering, Washington University. Ms. Williams is a dynamic leader with extensive experience in project management, process and mechanical equipment design, and manufacturing start-up. Her broad technical expertise and demonstrated ability to learn technology quickly will enable us to complete project milestones at a fast pace. Additionally, Ms. Williams has over 12 years of experience working in global manufacturing at Proctor and Gamble. Larry Williford, Project Management – MBA, MPM, Keller Graduate School of Business. Mr. Williford has extensive experience in project management. He is skilled at working with business units to create sound business strategies, as well as supporting technology strategies. Mr. Williford worked in the IT departments of the McDonald’s Corporation, CNA Financial Services, and the Motorola Corporation before starting his own IT Consulting Business – Premier Project Management, Inc. 4. Introduction Functional Waters The bottled water industry has experienced phenomenal growth over the last ten years. Although low cost tap water is readily available, there is still 71 million bottles of water consumed per day. In 2007, bottled water sales reached $15 billion. What’s fueling the demand for bottled water? Bottled water demand is powered by the health and fitness craze. Consumers are being told that drinking bottled water is healthy and they have responded to the call by increasing their consumption of bottled water on a year over year basis. As the consumer becomes even more health conscious, there is an increased demand for enhanced and functional waters. These enhanced and functional waters contain added ingredients such as vitamins and minerals that allow the manufacturer to claim health benefits related to these waters. Therefore, functional waters have a greater product distinction. Demographically, these enhanced waters are especially popular with 18-35 year olds. Industry Trends According to beverage industry experts, the beverage industry has been trending towards lighter, lower calorie beverages with an emphasis on taste, refreshment, and function. Functional or enhanced beverages have seen phenomenal growth for the years 2006-2009 where the industry saw sales of enhanced waters and sports drinks up by 36% and 16% respectively for the period. Sales growth has been modest (approximately 3% from Jan 2009 to May 2010) during the current recession. However, according to Coca-Cola and Pepsi, sales of the enhanced waters have kept overall beverage sales in the black. Figure 4. Beverage Industry Growth [pic] Source – Beverage Spectrum, June 23, 2010 Factors for Success of the Product According to Michael Bellas of the trade publication Beverage World (www.beverageworld.com), there are some key factors in making a new beverage product successful. These factors are: 1) Make product exciting for the younger consumer, 2) Let the label tell a good story – convince the consumer, 3) Create great and exciting flavors, and 4) Create added value and credibility. We took these factors into account as we designed our initial product offerings. 5. Product Plan Our initial product line is designed to address three relevant issues concerning vitamin supplements, obesity, and water quality. The three main product qualities are: 1) Fortified with Vitamin D3, 2) Natural, no-calorie natural sweeteners, and 3) Certified pharmaceutical free. 1. Fortified With Vitamin D3 Over the last two years, there has been a rash of research emerging concerning the lack of Vitamin D in our diets. Many physicians agree that the levels of Vitamin D suggested by current U.S. guidelines are insufficient. The lack of Vitamin D in the diet is beginning to gain notoriety by pediatricians and bone doctors across the country giving rise to a new â€Å"epidemic† – Vitamin D deficiency. The Functional Beverage group has designed a line of â€Å"Health Waters† that include levels of Vitamin D3. We will design our marketing campaign around the concerns for the lack of Vitamin D in the diet along with the health benefits of supplementing Vitamin D in the diet. Because there is not a â€Å"one-size-fits-all† recommendation for the amount of Vitamin D that should be supplemented in the diet, we have designed different formulations for targeted groups. This keeps in line with our strategy of micro-targeted waters. Therefore, in addition to optimizing our formulations for taste, other vitamins, sugar content, etc, we will also optimize for the levels of Vitamin D suggested for our targeted groups. 2. Stevia – The Natural, No-Calorie Sweetener The Functional Beverage Group has chosen an extract of the Stevia plant as the primary sweetener in our enhanced water products. A recent article in the Wall Street Journal highlighted Pepsi’s and Coke’s development of products using the Stevia plant (see WSJ, July 31, 2008 – Beverage Wars Take on New Flavor). Massimo d’Amore, chief executive of PepsiCo’s beverage business in the Americas states that – â€Å"This is probably the biggest change in the formulation of beverages since the initial days of artificial sweeteners.† 3. Certified Pharmaceutical Free As evidence mounts of contaminants in some public water systems, unease about the water supply is growing. As detection technology improves, utilities are finding more contaminants in water systems. In early 2008, media reports of trace amounts of pharmaceuticals in water across the country drew attention from U.S. Senators and environmental groups, who are now pushing for regulations of these substances in water systems. Health concerns extend to bottled waters according to the National Defense Research Council. A lot of bottled water is actually tap water. Consequently, there is no assurance that what is coming from the bottle is any safer than what is coming from the tap, according to their studies. The Functional Beverage Group will certify each lot of water to be free of all pharmaceutical compounds. These results will be verified and/or tested by independent testing laboratories. In order to insure water of the highest purity, we will start with purified spring water. If necess ary, we will process/polish our feed water to a level of high purity utilizing industry standard methods. 6. Initial Product Design â€Å"†¦beverage marketers may be best served – and this is the key point – by classifying products according to the new evolving need states that define our consumer.† – Michael Bellas â€Å"Barrington’s [School District 202] dairy dilemma is an example of a discussion playing out across the country, as educators try to reconcile two concerns: childhood obesity and insufficient calcium intake. Even some experts have trouble coming up with a satisfying answer.† – Chicago Tribune, Nov. 19, 2009 Formulations We will formulate and bottle our products using purified Wisconsin spring water. Our initially proposed products are: 1) Infant Water, Certified Pharmaceutical Free (CPF) – This product is the same as any nursery water sold on the store shelves today. However, each bottle will contain a CPF label stating that we have tested the water and certified it to be free of any detectable levels of pharmaceuticals. What concerned mother wouldn’t choose our product over one that has not been certified? 2) X-Y-Teen (Young G) Formula – The target market for this formula will be children in grades K-12. This formula, containing Calcium, Vitamin D3, protein, and natural sweeteners will be marketed directly to school nutritionists/dieticians as a suitable alternative to milk. According to an article in the November 12, 2009 edition of the Chicago Tribune, there is a discussion playing out across the country as educators try to reconcile two concerns: childhood obesity and insufficient calcium and Vitamin D intake. According to the article, even some experts have trouble coming up with a satisfying answer. This product is the satisfying answer. 3) Women’s Formula – Designed to supplement nutritional requirements of women especially those of childbearing age. Our formulation will contain Calcium, Vitamin D3, and other vitamins and minerals important to women’s health. In addition, emerging research suggests the daily consumption of 1,000 IU of Vitamin D3 is associated with the support of breast health. A claim we can make in the marketing of our product. 4) General (Active Adult) Formula – A formula for the masses that contain low levels of Vitamin D3, Calcium, and other electrolytes. This formula is designed for the consumer to drink multiple bottles per day, hence the lower levels of vitamins and minerals. This formula will compete with the more mainstream â€Å"vitamin enhanced† water products and is targeted to replace the ever decreasing carbonated soft drink market. 5) Extreme Sports Formula – This product is designed for professional athletes and amateurs who participate in endurance sports or multiple bouts of intense exercise. The product contains Calcium and Vitamin D3 for stronger bones as well as increased amounts of electrolytes for more complete hydration. This formula is designed for the rigors of professional sports and can have variations for other professional sports endorsers. The target market consists of professional athletes and amateurs who participate in endurance sports or multiple bouts of intense exercise. We are designing an MV-7 formulation of the Extreme Sports formula for Michael Vick’s comeback to the NFL. This formulation is to be sold in markets where Michael Vick has a strong marketing and brand recognition presence. Additionally, we are in discussions with Pierre Thomas of the New Orleans Saints to come aboard as an endorser. Our future product offerings may include: 1) Winter Formula – This formulation will include higher levels of vitamin D for the winter months to address the lack of sunlight available in winter months. 2) Acai Berry Formula – Acai berries, found in the Amazon, are believed to have some very healthy qualities. Wal-Mart has recently entered the market for Acai Berry Juice and sold approximately $40 million worth of the juice within the first 90 days. 3) Baby Boomer’s Formula – A formulation designed for active adults who are ages 45 and older. The target demographic has a keen awareness of health related issues and an above average amount of disposable income. 4) Other Formulas – These can include energy drinks, other enhanced water formulations, natural juices, and alcohol based beverages. Container Design Because Vitamin D is sensitive to both light and oxygen (air), the traditional plastic bottle is not suitable for our formulation designs. We look at that being an added bonus because it forces us to use a newer, up-scale, and more hip package design – the aluminum bottle. The use of this packaging further differentiates our beverages from the typical bottled water and vitamin waters. An added advantage to using the aluminum bottle is the ability to added extremely artistic graphics to the outside of the packaging – adding even more product distinction – without the expense of a separate label. According to CCL Container, manufacturer of an aluminum bottle product, the aluminum bottle offers distinct advantages, including the ability of top-to-bottom shaping, chill-retention, re-sealability and durability. The use of the aluminum bottle has added significance over the plastic bottle as well when it comes to the environment. Because there are more â€Å"green† initiatives implement by both federal and local environmental concerns, it is important that product packaging is forward looking in terms of meeting any new environmental regulations. According to the Recycling Revolution web site (www.recycling-revolution.com/recycling-facts.html), these facts, among others, are worth considering about the use of aluminum for packaging: 1. A used aluminum can is recycled and back on the grocery shelf as a new can, in as little as 60 days – a process known a closed-loop recycling. 2. Because so many of them are recycled, aluminum cans account for less than 1% of the total U.S. waste stream – according to EPA estimates. 3. Americans use 2,500,000 plastic bottles every hour with most of them being thrown away. After considering product stability, costs, and environmental issues, we have concluded that the aluminum bottle is the perfect packing for our product design. 7. Trademarks, Patents, Copyrights, Licenses, Royalties We will seek trademark protection for all of our product brand names, designs, logos, and relevant phrases. In addition, we may patent some of our formulas and processes. However, we feel that keeping our formulations and processes a trade secret will offer better protection that securing a patent for the these items. We will review each situation on a case-by-case basis, in consultation with our legal team, as we make decisions on whether or not to pursue patent protection for any of our formulations or processes. 8. Government Approvals The United States Food and Drug Administration (FDA) regulates bottled water as a food product. The FDA has established specific rules for bottled water, including Standard of Identity Regulations that define different types of bottled water, and Standard of Quality Regulations that establish minimum levels for contaminant (microbial, chemical, and radiological). The FDA has also established Good Manufacturing Practices (cGMP) regulations for the processing and bottling of drinking water. These rules require that bottled water must be safe as well as processed, bottled, held and transported under sanitary conditions. Processing practices addressed in the cGMP regulations include protection of the water source from contamination, sanitation at the bottling facility, quality control to assure the bacteriological and chemical safety of source water, and sampling and testing of source water and the final product for microbiological, chemical, and radiological contaminants. Our bottling group will be required to maintain source approval and testing records in the event of any government inspection. Our bottling group may be subject to additional inspection by state and local licensing agency, health agencies, and/or environmental agencies. Procedures and protocols will be in place to ensure full compliance with all federal, state, and local rules and ordinances. In addition, all of our ingredients, including Vitamin D3, are on the FDA list of ingredients that are approved as GRAS (Generally Recognized as Safe). Consequently, no approvals are required for adding these ingredients to bottled water. However, there may some restrictions on how much can be added to the bottled water product. Our formulations will be well below those limits. 9. Product Liability We will purchase product liability insurance and/or an umbrella policy in addition to the product liability insurance coverage that is held by any of our suppliers. We are depending on our legal team to give us further guidance on the types and amounts of insurance we should obtain in order to protect the organization from any product liability or other claims. 10. Production All production will be performed by our subsidiary operating company Functional Foods & Beverages, Inc. In addition, we will qualify contract bottlers to ensure a continuum of production in the event our primary production facility is out of service or in the event we would need excess production capacity in order to meet unanticipated product demand. 11. Marketing Plan – Fortified Beverages â€Å"†¦beverage marketers will open new vistas for growth. Their size and growth opportunities will be different; their product positioning will be more specific.† – Michael Bellas (Beverage World) Three simple goals As we market our products and create brand awareness, we have three simple goals we look to accomplish: 1) Convert non-bottled water drinkers to enhanced bottled water drinkers, 2) Convert bottled water drinkers to enhanced bottled water drinkers, and 3) Convert others from competitor’s products. Our marketing plan is designed to efficiently accomplish these goals. A multi-prong approach We are devising a multi-prong approach to our marketing efforts. We will develop a sales force to create relationships and alliances with people and organizations of influence in our target markets. Figure 6. Marketing Plan [pic] Target Market – School Districts Across the Nation One of the first formulations the FBG will design and develop will be the Young G formulation. This formulation which contains Calcium, Vitamin D3, protein, and reduced sugars, is an excellent alternative to milk. Children need about 32 ounces of milk daily just to get the recommended allotment of vitamin D. It is difficult getting children to drink eight ounces of milk, let alone 32 ounces. Our Vitamin D3 fortified Young G formulation is the drink for them. Having no fat and fewer calories than 2% milk also makes this an attractive product to highlight in First Lady Michelle Obama’s new Childhood Obesity Initiative. The size of this market is enormous. If we count only the children receiving subsidized lunches in the school system, we have a market that is 31 million children strong in more than 100,000 schools. Target Market – Sports Fans We are very fortunate to have professional football player Michael Vick as a member of our founding group. Mr. Vick immediately saw the potential of our proposed formulations and did not hesitate to come on board. Another formulation in the stages of development is our MV-7 formulation. This formulation will be marketed as the drink developed for his return to the NFL. Having Mr. Vick on board establishes immediate brand recognition and credibility for our products. Currently, he is receiving tons of media attention every time he hiccups. This media attention is invaluable. For example, experts estimate that last year’s giveaway of free Grand Slam breakfasts by Denny’s generated roughly $50 million through free advertising. We look forward to cashing in on this media attention as well. Additionally, we are looking to sign additional celebrity endorsers from both the sports and entertainment arenas. We are currently in discussions with Pierre Thomas of the New Orleans Saints to bring him aboard as another celebrity endorser from the sports world. 12. Competition Profile There are numerous competitors in the market for enhanced water products. Even with numerous products on the market, new brands can be highly successful. It is a matter of carving out a position in the market where your product has the perception that it does something the others are not doing. As shown in Figure 6 below, there is no huge product distinction from the major functional water brands. Propel Fitness Water includes calcium for â€Å"stronger bones,† however Vitamin D is required in order for the human body to absorb calcium. While it may be obvious to consider our major competitors to be other â€Å"vitamin† water products, we beg to differ. We feel that our major competitors and target market would be those who drink milk or use some other form of Vitamin D fortified consumer product. These products include cereals, cereal bars, and yogurts. Because of extensive research into Vitamin D deficiency, these products can make specific claims on their labels – claims that the vitamin water products cannot make. Because our products are fortified with Vitamin D, we can make these same health claims. As a result, we can make this product stand well above the vitamin water products on the market. In the article Chocolate Milk Lovers Have a Cow About Bans, Chicago Tribune, November 12, 2009, it has been noted that children are not drinking white milk and that chocolate and strawberry milk products are too high in calories. The article goes on to express parents’ concerns that children are not getting enough Calcium because they are not drinking milk. The conclusion is that there is no suitable alternative to milk in the schools. We conclude then that milk is indeed our main competitor because we have designed the suitable alternative. Table 1. Competitive Comparison |Advantages |Drawbacks | |Milk | | |Well known source of Vitamin D & Calcium |Lactose intolerance in many individuals | |Source of Protein and essential fats |Not very portable – needs refrigeration | |Strong marketing campaign USDA subsidized in schools |Concerns about hormones | |$0.50 per 8 oz. serving |Flavors are high in calories | | |Limited shelf life | |Vitamin Waters | | |Brand recognition |Flavors are weak or medicine-like | |Large marketing budgets |No true â€Å"function† | |Moving towards healthier product lines |Product choices can be overwhelming | |Lower calories |Some have high sugar content | |Natural flavors |Not directly marketed to younger generation (target 18-35 year olds) | |$0.60 per 8 oz. serving | | |Functional Foods | | |Alternative sources of Vitamin D & Calcium |Some products are dairy ( lactose | |Contained in mainstream food items |Usually breakfast specific | |Some are portable |Some are not portable | |Brand recognition |Perishable | |Cost per serving varies | | |Aqua-D from the FBG, Inc | | |Designed as a great tasting, low calorie direct replacement for milk |No product history | |Vitamin D and Calcium containing alternative to more popular enhanced |Major competition from Coke and Pepsi Products | |waters e.g. Vitaminwater |Limited marketing budget | |Smaller bottles w/ lower price point (

Epic theatre

The only form that can grasp the processes which drama needs to grasp if it Is to provide an all-encompassing view of the world† BB's ‘all-encompassing view of the world' was Marxism. Epic Theatre derives from Greek. Epos, story. A form of theatre which self consciously narrates. Estrangement effect = estrangement/alienation effect: distancing the viewer from the action; encouraging rational thought and analysis; reducing emotional catharsis. Aristotelian Theatre / non-Aristotelian Theatre.Term derives from Aristotle's Poetics. A. formulated an aestheuc based on catharsis, ( = purging of emotion through empathy), hence BB's description of his Epic Theatre as â€Å"non-Aristotelian Theatre†. Epic Theatre = Historicised theatre, theatre about the present, but not set In the present. (Distanclatlon) verfremdungseffekt (V-Effekt): Entfremdung both equal alienation. But? Estrangement aims to facilitate rationality, reason, reflection; militate against empathy and cathar sis; learning either from or against characters; making politics into art: â€Å"The politicisation of aesthetics and the aesthetlclsatlon of politics. â€Å"BB was also a great manipulator of genre. Adaptations, parodies, allegories, parables (political not moral e. g. Arturo Ui). 1 . PARODY: Keeping an existing cultural form, but inserting a different content. The Threepenny Opera (1928): an opera peopled by beggars, gangsters ; prostitutes 2. TRAVESTY ( = disguise): retaining a familiar existing content, but delivering It In a new or different form. Two examples: The Sex Pistols' punk version of God Save the Queen. The credits' music at the end of Michael Moore's Bowling for Columbine? : the Ramones upbeat version of Wonderful world originally recorded by Louis Armstrong.Why is that travesty, and what's the effect in the context of the film and Its subject matter (crime, racism and the gun-culture in the LISA)? 3. PARABLE: â€Å"Narration by analogy. A didactic narrative conve ying a moral truth or message in another guise. † M. H. Abrams, A Glossary of Literary Terms, London, 1988. Compared to Kafka's parables (e. g. Before the Law? 4. ALLEGORY: â€Å"A narrative in which the agents and action, and sometimes the setting as well, are contrived so as to make coherent sense on the ‘literal', or primary level of significance, and also to signify a second, corresponding order of agents, concepts and events†.M. H. Abrams, ibid. The Resistible Rise of Arturo Ui (1941) reflects in parabolic form events in Germany 1929- 1939. Allusion, rather than direct one-to-one reference. Apparently/superficially about gangsters in 1930s Chicago, but actually about fascism's rise to power in Germany. Hitler as A1 Capone, Nazi politicians as 1930s Chicago gangsters, but talking in classical metre ands presented as if in a classical tragedy. Also a parable, with a political moral: ‘The womb is still fertile†.Donmar Warehouse London, 2008: Arturo I as Robert Mugabe. . As parables by definition simplify complex processes, BB's model of Germany 929-1938 is inevitably incomplete. What is missing historically? Complex negotiations re. Weimar cabinets before 1933 The book burnings (1933) The Persecution and expulsion of intellectuals (post-33) The Nazi Olympic games (August 1936) The Hitler/Stalin pact (August 1939) The Spanish civil war July 1936 – March 1939) The Munich agreement (Sept 1938) What is retained? 1 .The NAZI tactic of pseudo-legality , so for instance the Nov 1923 Beer Hall Putsch is referred to as a failed bank robbery. BUT: There's no mention of Hitler's electoral support 2. BB suggests that the petty bourgeoisie were forced to support Hitler. . Various political manoeuvrings around Hindenburg are addressed in the play, but Brecht's portrayal distorts history: In reality the Junkers supporting Hindenburg were not captains of industry, but pre-industrial agricultural landowners, economically archaic, a polit ically powerful landowning elite.BB solves this problem by giving the cauliflower trust a dual function: they are both industrialists and they also represent the Junkers' agricultural interests. 4. The ‘Anschluss' (annexation into the greater German Third Reich in 1938) is portrayed by 8B, but BB gives a different reason for it n the play, so that Ul invades Cicero to allow business to expand its interest and markets. BB ignores the political and nationalist motivation of Hitler's Anschluss, i. e. bringing the Germans ‘Heim ins Reich'. The play portrays historical figures in characters represent types: social, political, economic, class positions.Dogsborough represents the old right-wing traditional conservatives in Germany, Dollfuss the same in Austria, Trustherren represent the capitalists, and Kleinh ¤ndler represent the middle class. But BB gives hardly any insights into Hitler the person. Although Ui is a ively theatrical character, he's very one-dimensional, a th ug with hardly any charisma. Brecht: using non-realist techniques to penetrate beneath the surface appearance of capitalism to reveal its essential reality, its power strategies and economic relations.Dramatic realism (naturalism): Dismissed by Brecht as too preoccupied with the accuracy of surface details. The realist myth of a ‘slice of life' Mere reproduction of reality is inadequate. dramatic action is Art as a lamp, not a mirror Illumination, v. reflection Art should draw attention to the conditions and the process of its own production Non-realist': expose the illusion striven for by naturalist and realist writers and directors, the myth that what they offer an audience (in a theatre, cinema or wherever) is an uncomplicated unmediated â€Å"slice of life†.For Brecht non-realist methods, transcending the limitations of the strictly empirical, the verifiable, were (paradoxically? ) those most appropriate to understanding the true nature of reality, not Just its supe rficial appearance. Brecht believed he was not anti realism as such, he preferred a different form of realism. In this experimental sense Brecht was both a realist and a modernist. Typical techniques of Brechtian epic theatre in performance 1 . Announcer summarising the events to come. 2.Actors stepping outside their roles, addressing the audience, reminding us we are watching a play 3. Characters singing (as in opera, but to didactic effect) 4. Actors swapping roles (to prevent emotional identification). 5. (In film) Montage Verfremdungseffekt : a practical example SPRING The play of the sexes (regeneration of the species) is renewed Every Spring. The lovers Meet. The gentle embrace Of the lover's hand makes the Girl's breast tremble. Her fleeting glance beguiles him. In Spring the countryside Appears to the lovers renewed. The air is already warm.The days grow long and The fields stay light later. In Spring the trees and grass Grow free of inhibition. Fertilisation in the forests and fields gathers pace. And the earth gives birth to the new, Free from care and precaution. From the sound film Kuhle Wampe co-scripted by Brecht, Germany, 1931/2 James Lyon, Brecht and Hollywood Conclusion: Some broader Brecht issues to reflect on: BB's primary attraction to Marxism was his thirst for greater knowledge and greater understanding of social processes, what he called the â€Å"temptation† of rational hought (Galileo? BB was above all a scientific thinker, who sought rational solutions to social problems. He rejected metaphysics and all forms of irrationalism, and prioritised empirical thought. Precisely because of his apparently total ; exclusive dedication to rationalism BB was worthy of the term UTOPIAN thinker. BB was the ultimate rationalist, more dedicated to the analytical methods of Marxist enquiry than to Marxism's practical implementation. Did BB fetishise idolise science?Did he acknowledge its limitations? How appropriate is BB's work to the post-mod ern age, when scepticism about the ncritical appliance of science, and thus about the desirability of human progress humankind, seem to dominate the political agenda? How does the above relate to Life of Galileo? Is BB now pass ©, given the end of the Cold war, the demise of â€Å"real existing socialism† in eastern Europe, and the ‘disappearance' of his chosen German homeland (DDR) after German re-unification in 1990?Or is BB's project (to inject politics into art and art into politics i. e. to make both activities fun) now even more necessary? Look out for the predilection amongst some TV advert designers for Brechtian self- irony! The essays excerpted in John Willet's The Theatre of Bertolt Brecht are a good starting-point for investigating Brecht's views on theatrical practice. From The Modern Theatre is the Epic Theatre (notes on Mahagonny): the ‘shifts of accent' between dramatic theatre and epic theatre.Wears down his capacity arouses his capacity for for action action provides him with sensations forces him to take decisions experience picture of the world the spectator is involved in he is made to face something omething suggestion argument instinctive feelings are preserved are brought to the point of recognition the spectator is in the thick of it, spectator stands outside, studies shares the the human being is taken inquiry the human being is the object of the for granted eyes on the finish eyes on the course one scene makes another each scene for itself growth montage linear development in curves evolutionary determinism Jumps man as a fixed point man as a process thought determines being social being determines thought feeling reason Brecht on Theatre.