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

Integrity - Essay Exampley is a concept that has an honorable angle in itself serves to indicate that it is a complex concept, which earth-closet then be defined in different terms, considering the fact that ethics has no definitive interpretation due to the subjectivity of ethical interpretations in the realms of any right or wrong. At this point it becomes inevitable to ask the question what is integrity? The term integrity eject be defined as the physical structure and the consignment to honor whatever choices that an individual has made (Killinger, 2). Thus, the concept of integrity cannot be divorced from three major sentiments the consistency of principle, the soundness of mind and the commitment not to adulterate.The ethical and moral perspective views integrity from the point of the honesty of ones follow outs (Killinger, 9). Honesty is the aspect of truthfulness that guides both the talk and action of an individual to ensure that both of them are consistent. It is th erefore not possible to term a someone as being a man of integrity, where the actions of that person are not in line with whatever the person says. Integrity demands that an individual will talk and at the same time, walk the talk (Killinger, 4). Therefore, when the ethical angle of defining integrity is taken, then it demands that no aspect of contradiction should be found within a person. In case an individual is retentiveness conflicting beliefs within, it is only fair that the individual discards the conflicting beliefs and stands for one principle, so as to be regarded as a person of integrity. This is because integrity and contradiction are two aspects that cannot coexist (Killinger, 8). This aspect fulfills the requirement for consistency of principle as a major element of integrity.The soundness of mind is yet another aspect that integrity must fulfill. The soundness of mind simply means that an individual makes a choice that is well informed, well thought-out and fully co nsidered, so that the individual can be able to stand by that

Hersheys Chocolate Essay Example for Free

Hersheys chocolate EssayHersheys company originated with dulcify- maker Milton Hersheys finality in 1894 to produce sassy chocolate as a coating for his caramels. Located in Lancaster, Pennsylvania, the youthful enterprise was named the Hershey coffee familiarity. In 1900, the company began producing milk chocolate in bars, wafers and other shapes. With mass production, Hershey was able to lower the per-unit cost and make milk chocolate, once a luxury item for the wealthy, affordable to all. A company on the move.The immediate success of Hersheys low-cost, high-quality milk chocolate soon caused the companys owner to consider increasing his production facilities. He decided to build a new chocolate factory amid the gently rolling farmland of s verbotenh-central Pennsylvania in Derry township, where he had been born. Close to the ports of crude York and Philadelphia that supplied the imported sugar and cocoa beans needed, surrounded by dairy farms that provided the milk required, and the location was perfect. By the summer of 1905, the new factory was turning out scrumptious milk chocolate. New products, hard times.Throughout the next two decades, even more products were added to the companys offerings. These included MR. GOODBAR Candy terminate (1925), HERSHEYS sirup (1926), HERSHEYS chocolate chips (1928) and the KRACKEL bar (1938). Despite the Great Depression of the 1930s, these products helped the newly incorporated Hershey Chocolate Corporation maintain its profitability and avoid any worker layoffs. HERSHEYS chocolate goes to war.With the outbreak of knowledge domain War II, the Hershey Chocolate Corp. (which had provided milk chocolate bars to American doughboys in the first war) was already geared up to exposit producing a survival ration bar for military use. By the end of the war, more than a billion Ration D bars had been produced and the company had make no less than five Army-Navy E Production Awards for its exceptional contribut ions to the war effort. In fact, the companys machine shop even turned out parts for the Navys antiaircraft guns. A family friend becomes a family member.The postwar period saw the introduction of a host of new products and the accomplishment of an old one. Since 1928, H.B. Harry Reeses Candy Company, also located in Hershey, had been making chocolate-covered peanut cover cups. Given that Hershey Chocolate Company supplied the coating for REESES penny cups, (the wrapper said, Made in Chocolate Town, So They Must Be Good), it was not surprising that the two companies had a good relationship. As a result, seven years afterward Reeses death in 1956, the H.B. Reese Candy Company was sold to Hershey Chocolate Corp. Growing up and branching out.The pursual decades would see the company renamed Hershey Foods Corporation in 1968 expanding its tackery product lines, acquiring related companies and even diversifying into other food products. Among the many acquisitions were San Giorgio Macaroni and Delmonico Foods (1966) manufacturing and marketing rights to English candy company Rowntree MacKintoshs products (1970) YS Candies, makers of TWIZZLERS licorice (1977) Dietrich Corp.s confectionery operations (1986) Peter Paul/Cadburys U.S. confectionery operations (1988) and Ronzoni Foods (1990). The Hershey Company enters a new century.Today, The Hershey Company is the leading North American manufacturer of chocolate and non-chocolate confectionery and grocery products. As the new millennium begins, The Hershey Company continues to introduce new products oftentimes and take advantage of growth opportunities through acquisitions. HERSHEYS products are known and enjoyed all over the world. In fact, the company exports to over 90 countries. The Hershey Company frame committed to the vision and values of the man who started it all so many years ago. A New Company 1894In the beginning, the Hershey Chocolate Company was scarce a wholly owned subsidiary of Milton Hershey s Lancaster Caramel Company. Using chocolate-making equipment purchased at the 1893 Columbian Exposition in Chicago, the company produced baking chocolate, cocoa and sweet chocolate coatings for the parent companys caramels. But things changed with the hiring of William Murrie to sell the excess product to other confectioners. Murrie was so winning a salesman that the Hershey Chocolate Company readily turned into a viable concern on its own. Milton Hershey became even more convinced that his future in the candy business lay in chocolate, not caramels. Sweet Chocolate Novelties 1895 1909By 1895, the Hershey Chocolate Company was manufacturing 114 different items in all sorts of sizes and shapes. Many were flavored with vanilla and given luxurious-sounding names like LeRoi de Chocolate, Petit Bouquets and Chocolate Croquettes. Chocolate segars and cigarettes were also quite common. Some chocolate cigarettes and cigars, such as Vassar Gems and Smart Set Cigarettes, were purposely m arketed to women as an alternative to the tobacco variety. Chocolate was also touted as a source of quick energy for athletes. The Baby in the Bean 1898On August 1, 1898, the company adopted a very distinctive symbolization for its trademark. The small s thrustr in a cocoa bean pod appeared on cans of HERSHEYS COCOA up until 1936, when it was finally replaced by the block garner familiar today. The Baby in the Bean went through many incarnations, sometimes holding a cup of cocoa, sometimes a chocolate bar. Even the childs hair and facial expression underwent changes over the years. The logo symbol was finally retired in 1968, when the company was reorganized as Hershey Foods Corporation. Finding the Formula 1895 1904 opus his company was successful enough selling sweet chocolate products, Milton Hershey was certain the real market lay in milk chocolate. The problem was in ontogenesis a formula for manufacturing it cheaply and efficiently, while still maintaining a high level of quality. Hershey built a milk-processing plant on the family farm in Derry Township in 1896 and spent the next several years developing a viable formulation for milk chocolate. Hershey worked day and night, going bear out and forth in the midst of the condensing room and the creamery, rarely even stopping for meals. Finally, in 1899, he cracked the recipe and became the first American to manufacture milk chocolate. Hershey Goes to Cuba 1916With the onset of World War I, the European beet sugar, which Hershey had been using to make his milk chocolate, became increasingly scarce. So, searching for a more dependable source, Milton Hershey started acquiring cane sugar plantations and constructing refineries in Cuba. Typically, he also established a planned community for the workers, called Central Hershey, based on the Pennsylvania model. Hersheys Cuban holdings eventually included 60,000 ground of land, five mills, a 251-mile railroad and, not surprisingly, a school for orphaned chi ldren. By the end of World War II, the company found it no long-lasting needed its Cuban sources, and its sugar and railway interests were sold to the Cuban-Atlantic Sugar Company. Expanding and Innovating.Stepping Stones Many Hershey products that are familiar today were originally produced for the confectionary trade and were later reformulated for consumers. HERSHEYS pulverise cocoa, for example, has been manufactured continuously since 1894. Also, Hershey was the first to sell chocolate syrup for home use beginning in 1926. Not all products under the HERSHEY brand were so successful in the marketplace. HERSHEYS mint-flavored chewing gum, introduced in 1915, enjoyed only brief popularity. And a creation named the Not-So-Sweet bar was introduced in 1934, only to be discontinued in 1937. A Kiss and Tell StoryOf course, the very first addition to the HERSHEYS product line of milk chocolate confections was HERSHEYS KISSES Chocolates way back in 1907. Originally, each one was hand-w rapped in a square of silver foil, but in 1921 machine wrapping was introduced, along with the addition of the unique plume which marked it as a genuine HERSHEYS KISSES Chocolate. The chocolates were not produced at all from 1942 through 1949 due to the rationing of silver foil during and immediately after World War II. HERSHEYS KISSES Chocolates were wrapped in colors other than silver for the first time in 1962. HERSHEYS KISSES with almonds were introduced in 1990 and the first successful HERSHEYS product using white chocolate, HERSHEYS HUGS, in 1993. Sweet InventionsTwo of the most successful products launched during 20s were the MR. GOODBAR and KRACKEL bars. MR. GOODBAR, combining milk chocolate and peanuts, was introduced in November of 1925. fit in to popular legend, Milton Hershey himself named the new product. Upon tasting it, he is said to have exclaimed, Now, thats a good bar The KRACKEL bar was introduced on September 14, 1938. During its first hardly a(prenominal) yea rs, the formula for the confection changed several times, with almonds, and then peanuts, being included along with crisped rice in milk chocolate. Finally, the nuts were eliminated altogether in 1943, leaving the laconic milk chocolate recipe enjoyed by millions ever since. Mr. Reese and his CupsIn 1923, a former Hershey employee named H.B. Reese decided to start his own candy company out of the cellar of his home. He made several different kinds of candy, but it wasnt until five years later that he hit upon his greatest idea a confection of peanut butter covered by milk chocolate (purchased, incidentally, from the Hershey Chocolate Company). During World War II, he discontinued his other product lines and concentrated on producing only REESES peanut butter cups. Despite its dependence on only a single product, Reeses company prospered, and in 1963 the H.B. Reese Candy Company was purchased by the Hershey Chocolate Corporation. Since then, the REESES product line has grown to inc lude REESES PIECES candies, the NUTRAGEOUS candy bar and REESESTICKS. Going to WarThe Ration D Bar The U.S. Armys requirements were quite specific. For troops engaged in a global war, they needed a ration bar that weighed about four ounces, would not melt at high temperatures, was high in food energy value, and did not taste so good that soldiers would be tempted to eat it except in an emergency. This last objective in particular was certainly a new one for the Hershey Chocolate Corporation. Nevertheless, its chocolate technologists came up with something that passed all tests. Named Field Ration D, it was so successful that by the end of 1945, approximately 24 million bars were being produced every week. More successful still was HERSHEYS Tropical Chocolate Bar, a heat resistant bar with an improved flavor developed in 1943. In 1971, this bar even went to the moon with Apollo 15. Growing Global publicizing to the Nation Except for a TV and billboard campaign in Canada in 1964, the company had never really done advertising on a national scale. In 1968, the newly renamed and reorganized Hershey Foods Corporation announced plans for a nationwide consumer advertising campaign spearheaded by the famous Ogilvy Mather ad agency. Starting with a Sunday newspaper supplement in July, 1970, followed two months later by television and radio commercials, the campaign was an immediate success. Sales of REESES peanut butter cups and HERSHEYS KISSES Chocolates, in particular, rose dramatically. But while the company today continues to advertise in all media, the quality of our products is still our best form of advertising. Milton Hershey would have liked that. E.T. Makes a Good ChoiceIn the early 1980s, Hershey executive Jack Dowd met with Hollywood producer Steven Spielberg and struck a deal to include REESESS PIECES candy in Spielbergs upcoming film, E.T. The Extraterrestrial. When Hershey Chocolate Company President Earl Spangler first saw the movies promotional materia ls, he told Dowd, Thats the ugliest savage Ive ever seen.After its successful premiere, the movie was screened by the companys managers and top brass. When the film ended, there was first silence, then wild applause. ilk many others, Spangler emerged from the theater with moist eyes. Is he still ugly, Earl? Dowd asked. Replied the company president, Hes beautiful Both the lovable alien and his candy of choice became irregular hits nationwide. Hershey Goes InternationalIn addition to being the leading producer of chocolate and non-chocolate confectionary and other grocery products in North America, The Hershey Company also carries on a significant international presence with operations in more than 90 different countries. Hersheys International division exports HERSHEYS chocolate and grocery products worldwide and maintains licensing agreements with partners in nations such as South Korea, Japan, the Philippines and Taiwan. We dont believe Milton Hershey would have been at all sur prised to learn that his HERSHEYS KISSES Chocolates are especially popular in Japan. Top of the ChartsThrough unceasing technological modernization, strategically astute acquisitions and continued new product development, The Hershey Company grew spectacularly in the last 30 years of the 20th century. From $334 million in 1969, the companys net sales soared to $4.4 billion in 2004. The Hershey Company is the leading North American manufacturer of quality chocolate and non-chocolate confectionery and chocolate-related grocery products. The company also is a leader in the gum and mint category.

The Nice Guy Essay Example for Free

The Nice Guy Es pronounceMaybe hell say hes ? nally ready to pass me the baton. out a boil downsing to ? nalize the data. Who was helping you out, Lynne or Aaron? Neither? Ugh. All powerful, all right. Call me when youre on your way in to the of? ce, OK? See ya. Hangs up. Damn. This totally messes up my morning. without delay Ill have to try to hack my way through the spreadsheet before the meeting. I cant imagine what its handle taking care of a parent with a terminal illness. How awful. exactly Lisas really slipping. She was such a go- mystifyter and a great operations manager, but her focus has been shot since her mother got sick.Instead, he was starting a new media company. The notion of leaving a great job at TRH and joining his aggroup was the furthest thing from my mind, yet the crazy guy pitched me so hard I couldnt resist. And he was right. He knew that companies would need a strategical partner that could provide creative ideas in all media print, radio, T V, and that information superhighway I keep hearing about. Daner was going to be that partner. Weve had our ups and downs, but its been an implausible ride. Up from ? ve people to over a hundred, a client list that boasts some of the biggest companies in the world.And the best part is, its just the beginning. Larry is still a tiger, but hes getting a bit tired and compulsions to golf. I cant blame him for that. Its de? nitely time for him to retire. Lately I could swear hes been doing the nudge-nudge, winkwink in my direction. George thinks hes in the running too, but I think hell be cool with reportage to me. Wonder Once Im CEO, should I put George in charge of our European expansion? A footprint in Europe will make us even more indispensable to our clients. It will make us a global leader, not just a domestic shop. George has do well under Larry for the past two years.He was pretty psyched about his promotion to VP of business development. Hes great on the technical lay off of things, but he still needs more polish and experience with customers. He is feisty, thoughalways willing to take on anything. And hell contest Larry at the drop of a hat. Im surprised Larry puts up with it and doesnt chop him off at the knees. Still, when it comes to people, Larry can really be so hard-nosed. His take- no-prisoners attitude is understandable when bidding on business but not when it comes to people. Like when Larry state Lisas become a liability lately he even hinted about replacing her.Ugh. Lay off Lisa? I can barely think the words, let alone say them to her. Shes always been my right arm. She usually knows what Im thinking even before I do. Sure, Jim or Andrea could eventually handle the role of operations manager, but theres a steep learning curve. Note to self Have another heart-to-heart with Lisa to discuss the possibility of reducing her workload for a whileor maybe see how shed feel about taking a leave of absence that would let her focus on her mom. I real ly want the white-haired Lisa back. 738 AM Passing Edgewater Park on the Shoreway This traf? c is ridiculous. If I leave by 600, Im golden.But if I wait until later on 630 to wake Sheila and the kids on my way out, Im hosed. At least today I get to see an amazing sunrise. Bonus. Man, I could jog faster than this. I remember all those brainstorming jogs with Larry along the lake. It was great to compare notes and talk about the future. For an old guy, he did pretty well up until his heart attack three years ago. I almost lost it last week when he said that he was going to start jogging again and hes aiming to run the Boston Marathon in April. Please, Larry, stick with golf and sailing Itll be fun to blow him away with the strategy and the numbers.Its been a ton of work preparing for this, but now were ready. We can mobilize quickly one time he feasts us the green light. Im a little surprised that hes stayed away from our recent planning sessions. I estimate hed want to provide some feedback and direction. Perhaps its his way of pulling back and empowering me before handing me the reins. So, the million-dollar question is What will he say? I think I know the answer. Hell love the bottom linethat he can golf and sail as much as he wants. Hell like his new chairman-only role so that he can step away from the dayharvard business reviewBetween you and me, Im not totally ruling out compromise, but you need to push back. Remind them how much business weve given them over the years, and remember were talking about a big chunk of change here. Besides, they should have caught the mistake. You can do this, Justin. Keep me posted. I cant believe this. More problems? Abbe effect had to redo the whole thing because of their mistake, and now that rep Randy is trying to convince Justin that Daner should split the cost of the reprint with them? Forget it I cant stand it when people try to take advantage. I grew up in a print shop, for cryin out loud.Gimme a break Justi n does have a point, though. The sable print specs Lisa prepared on that job created a bit of a gray area in terms of culpability, but still we give Abbe dozens of jobs a year. Over $2 million in revenues, Ill bet We could be hardnosed on this. Sticking us with a bill like this just doesnt feel right. Stillmaybe theres room for compromise. I know that Randy is a good guy, and besides, theyve gone supra and beyond the call of duty for us many times. I really dont want to torch that vendor relationship. a little after the kids go to school.

Shakespeares Macbeth Essay Example for Free

Shakespeares Macbeth EssayIn Shakespeares Macbeth, which geek or characters bear most responsibility for the death of Duncan? Discuss.Shakespeares drama Macbeth was first performed in 1603 and appears to celebrate the accession to the English throne of tabby James I, who was believed to be the descendant of one of the plays characters, Banquo. The plot originates from the ancient Scottish story of King Macbeth of Scotland. Macbeth is the Thane of Glamis, and holds the status of general in the kings army. He is tempted with the prospect of becoming king himself by three witches he meets on a heath. This creates an internal moral dilemma which is exacerbated after he writes to his wife, informing her of his experiences. This compels her to exert pressure upon him, and give orders and ultimatums and so on the surface Macbeth appears to be a victim of external forces. With this in mind I intend to examine these characters in turn to see who bears the greatest blame for the death of King Duncan.This play was intended for King James Is attention. We k in a flash this finished the use of Scotland, James homeland, as a backdrop to the story and the characterisation of his ancestor, Banquo. The characters of the three weird sisters are intended as a reference to King James obsession with witches and witchcraft. In his treatise Daemonologie (1597) he wrote of them as demonic supernatural beings who served a purpose as tempters. According to him, their purpose was the damnation of their victims soul. Their role as tempters in the play relates to James belief that immortal may test people, even the best (God provide permit so to be tempted or troubled), and this demonstrates that the witches motives for targeting Macbeth was non merely a cruel trick but may be seen as part of a greater design in which he is to be tested by God.This demonstrates that even a hero must be subjected to temptation (and euen some of the best, that their patience may bee tryed before the world). Though the witches are malevolent, they could by chance be instruments of God (rather than the Devil as suggested in Act 3 Scene 5, where the character of Hecate comes to direct the witches however, this character is probably a later introduction by another writer, as the Folio was printed seven years after Shakespeares death). Macbeths subsequent failing through succumbing to temptation and killing Duncan is not the fault of God nor the witches, but himself. This illustrates the ubiquitous nature of temptation, and shows that all people are plagued with their possess demons of appetite however these demons cannot be blamed for leading their victims astray because the responsibility lies with the soul who chooses not to resist temptation.We must deal with the possibility that the witches possessed Macbeth, and that he may not be responsible for his actions. The frequent use of the word rapt, which comes from rapture, suggests the pane of the soul. This is seen in t he play when Banquo comments on Macbeths appearance upon being told he is to be the new thane of Cawdor (Look, how our partners rapt). However his subsequent actions prove he is capable of free go forth (We will proceed no further in this business) and that he is therefore responsible for his actions. In conclusion, Macbeth is capable of making choices, and he chooses to commit regicide for personal gain. This was not forced upon him by the satanic tempters, they are not controlling him. One character who does attempt to exert control over Macbeth however is his wife, madam Macbeth. In the next paragraph we will examine the way in which she attempts to do this and to what extent she is responsible for the tragedy. gentlewoman Macbeth was first told of the witches prophecy in a earn from her economise. Her first reaction is to doubt her husbands ability to achieve it, (Thou wouldst be great, Art not without ambition, but without the illness should attend it). Her use of the word illness refers to her hesitancy that Macbeth does not possess the necessary ruthlessness to enable him to become king. This establishes her as the dominant partner in their marriage, which extends to her taking the lead in the plot to abolish Duncan with Macbeth. Her invocation of evil spirits is an invitation to Satan to purge her of her humanity (And fill me from the crown to the toe top-full / Of direst cruelty) so to as better enable herself to conspire to murder.Lady Macbeth is aware that her husband has great affection for her (he calls her My dearest partner of greatness and my dearest love), and uses this to her own advantage when she persuades Macbeth to follow through with her end when he has doubts (We will proceed no further in this business). She achieves this by transaction into question his love for her (Such I account thy love) and uses this supposed implantation of doubt in his character as a tool by which she can control him.When she uses the word desire for hi s ambition (As thou art in desire), she is attacking his masculinity and insinuating that if he does not do this he is not really a man. There are two elements of desire she refers to, the ambition to become king, and also implying sexual desire by which she is challenging his masculinity and provoking a reaction. Macbeth repulses the bait (I dare do all that may become a man), meaning he is now resolved to proving to her that he is a man. She says she will not consider him a man until he fulfils his promise (And to be more than what you were, you would be so such(prenominal) more the man). This also demonstrates her use of flattery to coerce him to her will.Another emotional tool Lady Macbeth wields to her advantage is the memory of hers and Macbeths deceased child. (How tender tis to love the babe that milks me, / I would dashed the brains out, had I so sworn as you / Have done to this.) She uses this memory as a shock tactic, evoking the raw anger and passions that free radic al from losing a child, to show Macbeth that had she promised to do something she would honour that promise, and so must he. We know that Macbeth has no children from a conversation Macduff has with Malcolm, reciteing him that Macbeth has no children. Therefore we must reason out the Macbeths have suffered a bereavement, for Lady Macbeth previously mentions the feelings of motherhood.From this we see Lady Macbeth does play a substantial role in the killing of Duncan, however she argues she was justified to take this course of action because her husband Macbeth wants her to, or else he wouldnt have displace the letter. What beast wast, then, / That made you break this enterprise to me?). His letter to Lady Macbeth could possibly be his subconscious mind, anticipating his inhibitions, and so constructing an external force, in the form of Lady Macbeth, to impede any change of mind or unwillingness to kill Duncan. Earlier pre-Freudian commentators design that Lady Macbeth was over-r eacting to Macbeths remarks on the witches. However in the light of Freuds theories on the unconscious mind (that your statements reflect your deepest preoccupations), Macbeths mentioning of the witches prophecy in his letter to his wife could be understand as an invitation to her to help him realise it.It seems that Macbeth would not have killed Duncan without the pressure from his wife. However his initial openness to believe that the witches prophecies are true (Tell me more), are indicative of his fundamental aspirations to be king. Banquo, who was himself prepared to indulge in their stories, and even invited them (Speak then to me) harboured no such allusions of entitled greatness.He quickly tries to relinquish the witches promises, dismissing them as tricks (The instruments of darkness tell us truthsto betrays in deepest consequence). Shakespeare was constrained in his ability to portray Banquo as anything less than chivalrous because of his historical relation to James I, who believed him to be a extreme ancestor. However, Shakespeare was able to use Banquo as a dramatic contrast to Macbeth. In Act 2 Scene 1 Banquo was able to resist his temptations by the calling of heavenly powers to help banish the traitorous thoughts from his mind. In contrast Macbeths own willingness to believe in the witches so fervently is an indicator of an already formulated plan to deprive Duncan of his throne.Throughout the play Macbeth continuously abdicates responsibility for his actions (I go, and it is done the bell invites me), preferring to concentrate on his end goal rather than the suffering he is cause in the present. Macbeth says of the hallucinated dagger Thou marshallst me the way that I was going, which demonstrates his belief that fate (represented through the instrument of murder, the dagger) is compelling him to commit these acts of evil by leading his return for him. (If it were done when tis done, then twere well / It were done quickly). Here he shows he takes no pleasure in his actions and wants them over as soon as possible. The auditory modality understands that this is just a coping mechanism that allows him to carry out these evil deeds however his ability to remain apathetic and dissociated with his actions does not allow him to feed ultimate responsibility.Shakespeares attempts at dealing with issues of responsibility and motivation in his characters bring up some initially unexpected conclusions upon penetrating the surface. The most telling of these is perhaps Macbeth himself, whose conflicted aspirations of greatness, greed and apathy in the face of suffering are indicative of the worst of human nature. Another character who demonstrates a number of human qualities is Lady Macbeth, who has often been misrepresented as the figurehead of greed and self-interest in the past.In fact she could possibly be seen as the victim of an indecisive husband who uses her to carry his burdens of self doubt and insecurity. The witche s initial roles as catalysts of events through their indiscriminate torture of Macbeth are in fact, when considered within the context of James Is book Daemonologie, sent by God as judges to test Macbeth. The underlying message of the play is the uncomfortable responsibility that we must all take responsibility for our own actions, and that however much wed like to be able to pass blame, we cant.

Effect Of Maitland Mobilisation Health And Social Care Essay

Effect Of Maitland Mobilisation Health And Social C be risePatient is a 35 years old golf coach. Patient had a history of going over his mortise joint on both sides. cosmopolitan health status of the tolerant is good. Patients bodily function ranges from a round of18holes of golf and driving range for 60mins a day. Patients activity includes more walking. The main problem of the unhurried is agony and hardness in right ankle. Patient had a history of slowly developed torment and stiffness over the last 4months during his dear clock time coaching job. The aggravating factors of his problem were powerful driving range shots for 30mins and walking for 40mins. The easing factors of his problem are rest and heat for 40mins. In the 24hours pattern of b other, patient has stiffness on rising and which gets easier with gentle activity.On palpation there is largeness to anterior and lateral aspect of right ankle. On examination the resisted dorsiflection is woebegvirtuoso and pain in the neckful. There is a decreased range of effort of active plantar flexion. In passive plantar flexion pain is produced after resistance. The resisted plantar flexion is weak and painful. Active range of motion of inversion is funkd and painful. During passive inversion pain is felt after resistance. Resisted inversion is weak and painful. Resisted eversion is weak.In accessory movement of talocrural joint, postero-anterior sailplaning is stiff and the pain is produced at the end of range. In the distal tibio-fibular joint, longitudinal cephalad glide is painful before resistance and during postero-anterior glide the patient feels easier. The muscles are weak on both sides of ankle. The right ankle is weaker compared to leftover ankle. Anterior talo-fibular ligament and calcaneo-fibular ligaments show bilateral laxity. On palpation there is puffiness around the lateral malleolus. Heel raise of the patient is poor, which is 5 on right and 10 on right side.SEVERITY, IRRIT ABILITY, AND THE NATURE OF PAIN gibe to niggling (2006) severity and loudness of pain are related together. Severity can be determined by the ability of the patient to maintain the position or movement. Severity is a main factor to determine whether the patient may be able to tolerate overpressure and perform movements up to the first point of pain.According to Hartley (1994) the perception of pain differs from person to person depending on the individuals emotional status and his previous pain experiences. The intensity of pain depends on the number of nociceptors in the rate of injury and the surrounding tissues. Intensity of pain can be more in the areas of high innervation than the area of poor innervations.According to Hengeveld Banks (2003) the intensity of pain is subjective and it varies from person to person. In this study the intensity of pain of the patient is 4/10 of visual analogue scale. The patient can play a round of18holes of golf a day and practices on the dr iving range for 60mins a day. He also walks for a long distance. In spite of pain the patient was able to perform his activity. So the patients severity of pain may be low to moderate.Hengeveld Banks (2003) says that irritability depends on activity causing the pain, the intensity of the activity and the time taken for the pain to subside after the activity is stopped by the patient. According to Petty (2006) irritability can be determined by the time taken for pain symptoms to ease. The symptom is said to be irritable, when the symptom persist after the activity producing pain is stopped. If the symptoms are irritable the patient give not be able to tolerate movements for longer durations. The symptoms may even get worse with activity. So the testing movements should be done with caution. In this case the aggravating factors are powerful driving rage shots for 30mins and walking for 90mins. Similarly the easing factors are rest and heat for 40mins. So the irritability of patient may be moderate to high.However according to Hartley (1995) aching pain is related to the structures like deep ligament, deep muscles, tendon sheath, chronic bursa, compact fascia. Further Magee (2008) argues that, when pain is caused by an activity and eases with rest indicates that there is a mechanical problem which is related to movements. Occasional pain may indicate that there is a mechanical involvement and it is related to movement and mechanical stress. In this case the pain is intermittent and deep in nature. The patient has pain after activity and the pain resolves with rest. So the pain may be mechanical, intermittent and deep in natureMANUAL THERAPY TREATMENTIn this case, the main problem of the patient is stiffness rather than pain, in the right ankle. Maitlands grade4 mobilisation with postero-anterior glide of talus on ankle mortise can be given to improve range of motion of plantar flexion. The glide can be given in grade 4, because it is stable and controlled comp ared to grade3 (Hengeveid Banks, 2003). Here the ankle mortise is a concave surface and the noodle of talus is convex. When ankle mortise is fixed and talus is moved, plantar flexion occurs by concave-convex rule. (http//www.pt.ntu.edu.tw/hmchai/Kinesiology/KINmotion/JointStructionAndFunciton.htm, Date accessed 13/12/2009)However before treatment the all important(predicate) factors that should be taken into account are patients objective marker of pain, loss of range of motion and movements causing pain and these factors should be evaluated after treatment sessions. In Maitlands technique, there is no standard duration for the treatment, but the duration of the treatment should not be more than 2minutes. The duration of the treatment can be adapted establish on the severity, irritability and nature of the symptoms of the patient. Since the irritability of the patient is moderate to high, the initial treatment can be given for the duration of 30 seconds, with one or two repetitio ns to avoid exacerbation of the symptoms. After observing the objective marker, duration of the treatment can be progressed to 1 to 2mins and the repetitions can be progressed gradually. The patient can be positioned in prone lying with knee in 90 degree flexion. The starting position of the therapist can be stand up by the side of patients right knee to have close contact with the treatment area. To give proper support to the shin, the left knee is placed on the couch. The therapist can perform the postero-anterior glide by holding the posterior surface of the calcaneus in his right hand with his thumb, fingers fanning around the calcaneus and his left hand held in supination, with his heel placed against the tibial anterior surface and the therapists fingers are proximally pointed. These positions can be followed to stabilise the part. The force can be utilize by movement of the forearms opposing each other. The movement of the therapists forearms produce postero-anterior glide (Hengeveld Banks, 2003).Even though, there are literatures supporting the effectiveness of joint mobilisations, there is not enough controlled studies to prove that joint mobilisation can restore the normal range of motion and functions of hypomobile joint effectively (Farrel, J.P Jenson, G.A. 1992)EFFECT OF MAITLAND MOBILISATIONMaitlands technique, are based on restoring arthrokinematic movements. Generally arthrokinematic motion of the joint can be restricted by the ligaments, capsules of the joint and periarticular fascia. The elastic properties of these joining tissues are based on the administration of the collagen bundles. In ligaments and tendons, the collagen bundles are arranged parallel to each other with elastic bundles in between them. When the coincidence tissue structures are unloaded, the collagen bundles show a hair curler formation in their structure. This crimp results in production of slag in the connective tissue structure. During the phase of loading, slag is stretched first, followed by the stretching of main bundles. In contrast the fascia and aponeurosis have multilayer collagen bundles but have less crimping and slack compared to ligaments. Initially when the load is applied, structures with less slack are first subjected to stress, followed by the other bundles. The bundles of the fascia which have least slag bequeath first resist the tensile stress. If the stress is increased then the ligaments which have more slag will resist the tensile load. After further deformation, the other bundles will act to resist the stress. To obtain elongation of the connective tissue on the whole, all the bundles should be subjected to required stress. This principle can be explained with the succor of stress strain curve.In this graph, x-axis represents the stress and y-axis represents the corresponding strain produced by the load. The curve shows a slope, which indicates the connective tissue resistance to a load. The collagen bundles which ar e still slag, represent the toe region. The curve also represents the physiological loading range, which is then followed by the stage of microscopic failure. If the stress still increases the curve will proceed to the stage of macroscopic failure and may even result in the rupture of the connective tissue. ground on this concept Maitlands grade 4 technique aims to produce permanent elongation (plastic deformation) of the tissue by inducing low level of micro-failure in the connective tissues, there by increases the range of motion (Therkeld, 1992).There is no enough evidence to prove that Maitlands mobilisation can be done in full weight bearing and functional position. Its reliability is based on the clinicians treatment experience and patients reaction to the treatment (Farrel, J.P Jenson, G.A. 1992)SECONDARY TREATMENTThe other problems of the patient are poor heel raising due to the weakness in the muscles of ankle joint and pain. In this case Maitlands grade1 mobilisation ca n be given to reduce pain by pain gate mechanism. As the patient is a golf coach, he needs good heel rising and strong ankle muscles for good performance in the game and to prevent further injury to ankle joint. Strengthening exercises to the muscles of plantarflexion, dorsiflexion, inversion and eversion can be taught to the patient to oppose the muscular imbalance of the patient. Then the heel raising should be encouraged gradually and can be progressed if there is no pain. Balance training with the help of wobble board can be taught to the patient. The final phase of treatment is functional training. The patient can be trained to gradually increase the intensity and the duration of drive shots in the game. Walking can be encouraged in a stable surface.CONCLUSIONAdditional to manual therapy the effective pith of rehabilitation of sports injuries should consist of soft tissue massage, electrotherapeutic modalities, proprioceptive neuromuscular facilitation, strengthening exercise s, co-ordination training, endurance, flexibility, improving stability and educating the patient about the injury mechanism and methods of prevention (Farrel, J.P Jenson, G.A. 1992). Sports therapist should mainly concentrate on prevention of the injury rather treating when the injury has occurred.

Cooling Method Of The Transformer Engineering Essay

Cooling Method Of The Transformer Engineering EssayOne of the close important and ubiquitous electrical machines is the transformer. It receives force-out at one potentiality and delivers it at anformer(a). This conversion aids the efficient long-distance transmission of electrical power form generating stations. Since power lines incur signifi gitt power losses, it is important to minimize these losses by the use of blue voltages. The same power can be delivered by high-voltage circuits at a fraction of the current required for low-voltage circuits.The design of the magnetised circuit, the core of the transformer, will first be con positionred. The significance of the no- stretch out behavior of the transformer is explained and of the magnetizing current which exists under all operating condition.The common form of transformer involves a ferrocharismatic core in order to ensure high value of magnetic blend linkage. This is in addition true of the rotating machine.Although transformers atomic number 18 generally associated with power organization applications, they as well as occur in many low power application including electronic circuits.Transformers effect changes of voltage with virtually no loss of power.BASIC PRINCIPLESThe transformer is found on two principles firstly, that an electric current can produce a magnetic field (electromagnetism) and secondly that a ever-changing magnetic field in spite of appearance a c fossil oil of wire induces a voltage across the peculiaritys of the coil (electromagnetic induction). Changing the current in the primary coil changes the magnetic flux that is developed. The changing magnetic flux induces a voltage in the secondary coil.An ideal transformer is shown in the adjacent figure. Current passing through the primary coil creates a magnetic field. The primary and secondary coils be wrapped around a core of very high magnetic permeability, such as iron, so that most of the magnetic flux passes throug h both primary and secondary coils.INDUCTION LAWThe voltage induced across the secondary coil may be calculated from Faradays law of induction, which states thatWhere VS is the instantaneous voltage, NS is the number of turns in the secondary coil and equates the magnetic flux through one turn of the coil. If the turns of the coil are lie perpendicular to the magnetic field lines, the flux is the product of the magnetic field strength B and the area A through which it cuts. The area is constant, being equal to the cross-sectional area of the transformer core, whereas the magnetic field varies with time according to the excitation of the primary. Since the same magnetic flux passes through both the primary and secondary coils in an ideal transformer, the instantaneous voltage across the primary winding equalsTaking the ratio of the two equations for VS and VP places the basic equation for stepping up or stepping down the voltageENERGY LOSSESAn ideal transformer would grow no mu scle losses, and would be 100% efficient. In practical transformers energy is dissipated in the windings, core, and surrounding structures. super transformers are generally more efficient, and those rated for electricity distribution usually perform better than 98%.Experimental transformers using superconducting windings achieve efficiencies of 99.85%,While the increase in energy is small, when applied to large heavily-loaded transformers the annual savings in energy losses are significant.A small transformer, such as a plug-in wall-wart or power adapter type utilize for low-power consumer electronics, may be no more than 85% efficient, with considerable loss even when not allowing any load. though individual power loss is small, the aggregate losses from the very large number of such devices is coming under increased scrutiny.The losses vary with load current, and may be expressed as no-load or full-load loss. Winding resistance dominates load losses, whereas hysteresis and ed dy currents losses contribute to over 99% of the no-load loss. The no-load loss can be significant, meaning that even an idle transformer constitutes a drain on an electrical supply, which encourages development of low-loss transformers (also see energy efficient transformer).Transformer losses are change integrity into losses in the windings, termed copper loss, and those in the magnetic circuit, termed iron loss. Losses in the transformer arise fromWINDING RESISTANCECurrent flowing through the windings causes insubordinate heating of the conductors. At higher frequencies, skin effect and proximity effect create additional winding resistance and losses.HYSTERESIS LOSSESEach time the magnetic field is reversed, a small amount of energy is lost due to hysteresis within the core. For a given core fabric, the loss is proportional to the frequency, and is a run for of the peak flux density to which it is subjected.EDDY CURRENTSFerromagnetic materials are also good conductors, and a solid core made from such a material also constitutes a single short-circuited turn throughout its entire length. Eddy currents therefore circulate within the core in a plane traffic pattern to the flux, and are responsible for resistive heating of the core material. The eddy current loss is a complex occasion of the square of supply frequency and backward Square of the material thickness.MAGNETOSTRICTIONMagnetic flux in a ferromagnetic material, such as the core, causes it to physically expand and contract slightly with each wheel of the magnetic field, an effect known as magnetostriction. This produces the buzzing sound commonly associated with transformers, and in turn causes losses due to frictional heating in supersensitive cores.MECHANICAL LOSSESIn addition to magnetostriction, the alternating(a) magnetic field causes fluctuating electromagnetic forces between the primary and secondary windings. These incite vibrations within close metalwork, adding to the buzzing noise, and consuming a small amount of power.STRAY LOSSESLeakage inductance is by itself largely lossless, since energy supplied to its magnetic fields is returned to the supply with the next half-cycle. However, any leakage flux that intercepts nearby conductive materials such as the transformers support structure will give rise to eddy currents and be converted to heat. There are also radiative losses due to the oscillating magnetic field, but these are usually small.DOT CONVENTIONIt is common in transformer schematic symbols for there to be a dot at the end of each coil within a transformer, particularly for transformers with multiple windings on each or both of the primary and secondary sides. The purpose of the dots is to indicate the direction of each winding relative to the other windings in the transformer. Voltages at the dot end of each winding are in phase, while current flowing into the dot end of a primary coil will result in current flowing out of the dot end of a secondary coil.TYPE OF TRANSFORMERThere are many types of transformer is there one of them is Air-cored transformer.The aureole-cored transformer may literally consist of two concentric coils which have nothing but ambiance within the coils. This immediately has the advantage that the magnetizing current has exactly the same waveform as the voltage to which it is related. It has the very significant disadvantage that it is difficult to produce the necessary magnetic flux to generate the appropriate e.m.f.LEAKAGE FLUXThe ideal transformer specimen assumes that all flux generated by the primary winding links all the turns of every winding, including itself. In practice, some flux traverses paths that take it outside the windings. Such flux is termed leakage flux, and results in leakage inductance in series with the mutually coupled transformer windings. Leakage results in energy being alternately stored in and accomplish from the magnetic fields with each cycle of the power supply. It is n ot directly a power loss (see Stray losses below), but results in insufficient voltage regulation, causing the secondary voltage to fail to be directly proportional to the primary, particularly under heavy load. Transformers are therefore normally knowing to have very low leakage inductance.However, in some applications, leakage can be a desirable property, and long magnetic paths, air gaps, or magnetic bypass shunts may be deliberately introduced to a transformers design to limit the short-circuit current it will supply. Leaky transformers may be used to supply loads that exhibit negative resistance, such as electric arcs, mercury vapor lamps, and neon signs or for safely handling loads that frame periodically short-circuited such as electric arc welders. Air gaps are also used to keep a transformer from saturating, especially audio-frequency transformers in circuits that have a direct current flowing through the windings. engine cooling system METHOD OF TRANSFORMER embrocate is used to cool the transformer. It also provide part of the electrical detachment between internal line parts, transformer oil must remain stable at high temperature for an extended period.Very large or high-power transformer may also have cooling fans, oil pumps, and even oil-to-water heat exchangers.Cooling fan is used in transformer.High temperatures will damage the winding breakup.Small transformers do not generate significant heat and are cooled by air circulation and radiation of heat. Power transformers rated up to several hundred kVA can be adequately cooled by natural convective air-cooling, sometimes assisted by fans.Power transformer rated up to a few KVA can be adequately cooled by natural convective air-cooling, sometimes assisted by fans. Some power transformers are immersed in specialized transformer oil that acts both as a cooling medium, thereby extending the lifetime of the insulation transformer. The transformer gets heated due the iron and copper losses occurrin g in them. It is necessary to dissipate this heat so that the temperature of the winding is kept below the value at which the insulation begins to deteriorate. The cooling of transformer is more difficult than the rotating machines because these machines create a turbulent air flow, which assists in removing the heat generated due losses. Luckily the losses in transformers are comparatively small. According to cooling system there are two types of transformer1- ONAN oil natural air natural2- ONAF oil natural air squeezeOil natural by means a number of radiators with air natural flow. The radiator is fixed to the tank through individual cut-off valves, provided with a handle hightail it closing device in line with the radiator connector pipe position, indicate open position of the valve.LOSSES INTRANSFORMERAn ideal transformer would have no energy losses, and would therefore be 100% efficient. In practical transformers energy is dissipated in the windings, core , and surrounding structure.TRANSFORMER OIL TESTTransformer oil can give better insulation level to operate the transformer. It also is a coolant to carry the heat away from the electrical transformer windings and iron core to the cooling radiators on the side of the oil filled transformer. If there is no better insulation level, it produced short circuit in the transformer. There for transformer oil should be checked. Normally moisture and other liquids are mixed with oil, the insulation level is reduced. Normally we can see the silica gel for absorb the moisture of transformer. Also there is an equipment to check the insulation level of transformer.TRANSFORMER OILTransformer oil, or insulating oil, is usually a highly- refined mineral oil that is stable at high temperatures and has excellent electrical insulating properties. It is used in oil-filled transformer, some types of high voltage capacitors, fluorescent lamp ballasts, and some types of high voltage switches and circuit breakers. Its functi ons are to insulate, suppress glory and arcing, and to serve as a coolant. descriptionThe oils help cool the transformer. Because it also provides part of the electrical insulation between internal live parts, transformer oil must remain stable at high temperatures for an extended period. To improve cooling of large power transformers, the oil-filled tank may have external radiators through which the oil circulates by natural convection. Very large or high-power transformer may also have cooling fans, oil pumps, and even oil-to-water heat exchangers.Large, high voltage transformers undergo prolonged drying processes, using electrical self-heating, the application of a vacuum, or both to ensure that the transformer is completely free of water of water vapor before the cooling oil is introduced. This helps prevent corona formation and subsequent electrical breakdown under load.Oil filled transformer with a conservator tend to be equipped with Buchholz relays.These are safety devices that pick up the build of gases inside the transformer and switch off the transformer. Transformer without conservators is usually equipped with sudden pressure relays, which perform a similar function as the Buchholz relay.The flash storey and pour point are 140 degree c and -6 degree c respectively. The dielectric strength of new untreated oil is 12MV/m and aft(prenominal) treatment it should be 24MV/M.Large transformer for indoor use must either be of the dry type, that is, containing no liquid, or use a less-flammable liquid.Well into the 1970, polychlorinated biphenyls were oftentimes used as a dielectric fluid since they are not flammable. They are toxic, and under incomplete combustion, can form highly toxic products such as furan. Starting in early 1970, concern about the toxicity of PCBs have led to their banning in many countries.Today, non-toxic, stable silicone-based or fluorinated hydrocarbons are used, where the added expense of a fire-resistant liquid offsets add itional building cost for a transformer vault. Combustion- resistant vegetable oil-based dielectric coolants and synthetic pentaerythritol tetra fatty acid, ester is also becoming increasingly common as alternatives to naph whenceic mineral oil. Esters are non-toxic to aquatic life, readily biodegradable, and have a lower volatility and higher flash points than minerals oil.COOLING PRODUCTSTransformer oil acts as an insulating and cooling medium in transformers. The insulating oil fills up pores in fibrous insulation and also the gaps between the coil conductors and the spacing between the siding and the tank, and thus increases the dielectric strength of the insulation. A transformer in operation generates heat in the winding, and that heat is transferred to the oil. Heated oil then flows to the radiators by convection. Oil supplied from the radiators, being cooler, cools the winding. There are several important properties such as dielectric strength, flash point, viscosity, specif ic gravity and pour point and all of them have to be considered when qualifying oil for use in transformers. Normally mineral oil is used, but coconut oil has been shown to possess all the properties needed to function as an environmentally friendly and economic replacement to the mineral oil for this purpose.DIFFERENCE BETWEEN AIR COOLED TRANSFORMER AND OIL IMMERSED TRANSFORMERThe basic difference between the air cooled transformer and oil immersed transformer isIf the heat generated in the transformer winding is capable of being swapped by the surrounding ambient air without causing any problem to the performance of the transformer then its normally reffered as Naturally Air Cooled transformer or simply air cooled transformer.However when the capacity of the transformer increases, the heat generated in the winding of the transformer is more and the ambient air normally is inadequate to cool the windings and maintain the performance of the transformer. Its because of this reason th e transformer windings are submerged in an oil tank. It has been observed that the hydrogen ions present in oil help to maintain the temperature of the winding of the transformer and thus overall performance of transformer.EFFECT OF FREQUENCYThe time-derivative term in Faradays Law shows that the flux in the core is the total with respect to time of the applied voltage. Hypothetically an ideal transformer would work with direct-current excitation, with the core flux increasing linearly with time. In practice, the flux would rise to the point where magnetic saturation of the core occurs, causing a huge increase in the magnetizing current and overheating the transformer. All practical transformers must therefore operate with alternating (or pulsed) current.

Low Cost Model For Long Haul Airlines

Low Cost Model For Long Haul AirlinesAs near industries remove a stage of maturation, the changing nature of the air duct industry is evolving to integrate novel strategies and argumentation models needed to comply with consumer needs. The busted-cost airline sector is a model that generated giant financial gains but saturation is observed, leading companies to discover new opportunities in the desire- draw poker poor-cost securities industry. The article explains the principles behind the idea, justifying the failure of previous attempts and proposing a novel line of products model that evict be adjusted to todays economy.1. IntroductionThe airline industry is characterized by in stability and unpredictability making it one of the most risky to invest in, succeeded notwithstanding by the hospitality industry. referable to signifi cigarettet exposure to external factors, the airlines argon subject to financial losses and damages, with the most new-fashioned being the te rrorist attack on the US on September 11th in 2001. The global airline industry suffered greatly and any financial stability plummeted reports show losses of $10 billion only by US airlines in 2002 (Wensveen et al., 2007)In instal to adapt with the continuously changing environment, airlines employed a cost-reduction policy by reducing capacity, in-flight amenities and management expenditure. The effectiveness of this method urged many companies to reconstruct their strategy to comply with consumer demand and lifestyle (Taneja, 2005). As a result, passengers were starting to prefer the more cost-effective approach of Low-cost carriers (LCCs) than conventional methods. A form of low-cost propelling had already emerged in the 1970s by Southwest Airlines, who kept low-unit be by reducing aircraft turn-around era at the gate which inspired current companies follow its business strategy (Bamber, 2009). Today novel development of the strategy lead to a low-cost revolution with LCC s controlling 30 and 40% of the market place capacity in the US and UK respectively since 2005 (Taneja, 2005).Due to the success of the model and the inevitable future saturation of the short- drop back LCCs, companies focused their interest in converting the same business model for long-haul flights and turning it into a profitable business plan. However the concept of a low-cost long-haul airline is non new but previous attempts have not been sure-fire. The earliest example is Freddie Lakers Skytrain which offered no frills transatlantic flights from London Gatwick to New York with single class tickets costing only 59 one-way. The competitive pricing from established airlines that ensured after the relaxation of transatlantic market hail regulations, lead to debt accumulation of 270 million and the company ultimately failed in 1982 (Calder, 2006).This review will examine the issues raised by the entrance of low-cost airlines to the long-haul route market and assess the factors that lead that prevented growth and establishment of such companies. By assessing how the elements of low-cost travelling are transferable to long-haul operations and the sustainability of such projects, solutions to building a successful business model could be found.2. Other LCCs and proposalsShortly after the demise of Lakers venture, a US ground low cost airline named People contain commenced flights from New York to London Gatwick in 1983 and later added Brussels. By providing connecting flights at its Newark hub and charging $3 for checked baggage, the company proceeded to expand from a successful low-cost carrier to pass economical long-haul flights. However, due to over-expansion and management problems the company was terminated in 1987.Recent attempts to adopt the Skytrain model of low-budget travelling include Oasis and Zoom Airlines. Oasis, based in Hong Kong, offered non-stop dish between Hong Kong and London Gatwick in 2007, generating huge success due to the low cost of 75 for one-way flights. Due to growing opposition by leading airlines which landed in the more centrally located Heathrow and rapid accumulation of losses due to the unsustainable fares, the company failed just after 18 months. On the other hand, Zoom Airlines which operated between Toronto and several(prenominal) UK airports since 2006, had a longer lifespan but was forced to shut down after outstanding debts and failure were reported.A variety of ideas and proposals for long-haul travelling were suggested but were unable to raise the necessary finance. One of the most controversial guinea pigs is Civair, which was scheduled to start up a low cost flight between Cape Town and London Stansted in March 2004. However in December of that year, 7,400 passengers were left stranded when the company did not have an aircraft for the flight and no alternatives could be funded leading to closure.2.1 Long-haul vs. short-haul flyingLow-cost carriers have inherent differences in vario us factors when distinguishing between short-haul and long-haul flights. These include crew and surety requirements, turn-around times, airport facilities, route authorities and route density. The competitive advantage acquired in short-haul LCCS bottomlandnot be transferred to long-haul, low-cost carriers because the only means of being profitable is optimizing aircraft capacity. Theories that could possibly pull in revenue by using the low-cost, long-haul model fall in two categories either using a long haul airbus, charging higher baggage fees, buy-in diet and beverages and fly to unessential airports or acquiring many cheap long-haul aircrafts with two-class service and secondary airport bases which will conduct multiple flights per week(Wensveen and Leick, 2009). The former theory would only be viable in practice if high volume city pairs could fill all the seats in the aircraft while the latter relies solely on getting cheap aircraft. However before developing hypotheses and specifications, attention should be given on the business side of airline operation. Judging from previous attempts, condescension the original promising profits, most companies failed due to improper business planning.3. Airline business planning and airline failureEvery attempt of an airline immersion the low-cost, long-haul flight market lead in failure, despite all the positive indications in the beginning. magic spell there are hundreds of reasons leading in an airline failure, several common errors in business planning are shared between all of the cases.3.1. Inability to maintain competitive advantageA company should be able to establish a sustainable, competitive advantage by analyzing and targeting the correct market while having the ability to compete with other carriers in the long-term. In the case of Skytrain, where Laker Airways entered the market of LCLH market without any competitors, it generated significant gains which were quickly diminished after the intro duction of other airlines in the market. Uniqueness of an airlines business concept is important as it sets it apart from the competition otherwise will fail to raise necessary funds.3.2. Inadequate income growth and profitabilityIn most cases, many airlines business very much dont demonstrate income growth and profitability. By displaying unrealistic financial projections in prescribe to sell the business concept, the airline will fail. Bottom line growth is alert for the financial establishment of a company and that growth should be based on valid financial assumptions which can be backed up by quality measurements.3.3 Incompetent leadership plot of ground the importance of a capable management team is underestimated, its one of the most imperative factors I gaining the interest of potency investors, as its believed that an average idea can be made profitable by the correct mindset. In most airlines the management team is overlooked in the business plan and this discourages in vestors from investing notes. On the contrary, a good team is able to highlight any risks required in the strategic objectives of the company and render a business plan that will ensure growth. A prime example is the introduction of Gordon Bethune as a new Chief Executive incumbent of Continental Airlines the company had already filed for bankruptcy but Mr. Bethunes actions reinstated the fading airline into the most thriving carriers(Bethune et al., 1998).3.4 Limited initial fundingMost airlines require large funding throughout their development which cannot be obtained easily and combined with poor business plans lead to untimely failing. Airlines such as Oasis and Zoom were shut due to inadequate funding while competition by other companies was rising (Bradsher, 2008) . Correct estimations of the funding required and also taking into account the money lost during setup and initial operations, will lure investors for money investment as the potential for profitability will be significantly displayed.3.5. Overexpansion and lacking flexiblenessAirlines often tend to expand their destination and aircraft base, with the impression that it will increase income revenue. In most of the cases, it was the limiting-step towards failure. Moderate growth and balanced route frequency can prevent overexpansion and sustain optimal gains. Additionally, the ability to compromise and adjust to the changing economical and social environment can subsequently increase the popularity of an airline among passengers. unremitting operation will lead to dependence on financial support from loans or subsidies and eventually bankruptcy.4. Can the long-haul, low-cost model work?Studies have examined the incident of the low-cost model integrating in long-haul flight business and clear advantages and disadvantages have been noted. At first, due to the absence of direct substitute for long-haul flights as fountainhead as the already competitive prices, there isnt adequate evidences that lower fares can increase demand in the same manner as in short-haul flights. Moreover, secondary airports cannot be used for the landing of large-aircrafts due to size and time limitations and also cost-effectiveness (Maertens, 2010). However, a cost advantage of 20 to 25% is executable if a carrier can offer online booking to reduce distribution costs and only point-to-point services where connective flights to the desired destination can be arranged by the individual passenger. Today, companies such as AirAsia X and Jet Star have managed to find a balance between price and service in order to provide low-cost flight opportunities.4.1 JetstarThe Australian airline has managed to become one of the most successful start-ups in the recent years. While being a in full owned subsidiary of a legacy carrier, Quantas, is managed and operated separately. After commencing flights in the domestic Australian market in 2004, Jetstar operated its first inter content flight to from Melbour ne to Singapore on December 2010, marking a new era for economical long-haul flights. Their low fares are based on the notion of offering point-to-point routes between Australia, Asia and the Pacific, in order to complement Quantas main global flight schedule. The company also offers choice between two ticket types, economy and premium economy, which various in-flight meals and snacks can be purchased or complimentary, respectively.4.2 AirAsia XThe Malaysian AirAsia which was the pioneer of low-cost carrier operations across Asia introduced the long-haul service AirAsia X in 2007 to provide more options and greater affordability to a wider marketing spectrum. Based in Kuala Lumpur, the worlds biggest low-cost hub, it has covered many destinations in Australia, Europe and Asia. A key principle in order to keep costs low is high frequency of flights and providing point-to-point medium or long haul services. As a true no-frills service it includes lots of seats and passengers buy in- flight meals and entertainment. It also offers a premium class which is similar to economy fare of legacy carriers while in June 2010, a US$10 million restitution was introduced introducing flat beds in the premium area with a small rise in the ticket fare (Anonymous, 2010).5. Building an efficient low-cost long haul airlineBy evaluating the facts and figures of the previously mentioned airlines, Jetstar and AirAsia X, its evident that that reasonably priced long-haul travel can become a reality by utilizing specific cost-effective methods and business strategies. While this increase in long-haul travelling maybe attributed to the expanding economy in Asia (Hooper, 2005) and the rapidly increasing competition among emerging low-cost airlines in the continent, it has been shown that intercontinental travel as demonstrated by AirAsia can be profitable while maintaining low fares. These techniques can also be employed for any up-and-coming LCLH airline in Europe or US, to ensure their development.5.1. Ensure faster turnaround of aircraftShort-hauls are considered to have more cost-advantage than long-hauls due to landing at secondary and less obstruct airports which allows higher crew and aircraft utilisation. Long-haul flights usually require more time refuelling and servicing, therefore less rotations can be performed compared to short-hauls. However, by landing at a specifically designated low-cost hub, such as Kuala Lumpur, can minimize refuelling times and costs of servicing while providing adequate support for larger aircrafts.5.2. No frills servicesAll-economy sit and in-flight food and beverage which can be purchased can aid in the revenue of sales while pre-booked in-flight entertainment such as hand-held devices could be useful in long-haul flights.5.3. Point-to-point travelling onlyThis method employed in short-haul flights ensures short turnaround times and prevention of time-consuming services which would affect timetables. sophisticated long-hau l airlines could seek interline partners to expand their flight capabilities, similar to the co-operation of the Australian company Jetstar with its partner company Quantas (Jetstar, 2007).5.4 High density cabins and lower input pricesGains from the long-haul flights will be possible if high seat densities exist which could make up for the low ticket fare, as more passengers equal to increased revenue. Also by importing dual-seating musical arrangement with premium seats which can be charged at higher prices and have extra amenities, a market for passengers requiring conditions similar to business flights can be created resulting in more profit.New entries in the airline industry are benefited from very low unit aircraft prices in large orders as well as hiring younger and cheaper pilots. Moreover, costs of advertisings and website/call centres can be avoided to cut down expenses, since the low price is a sufficient reason for passengers to choose those companies.6. Novel business modelsBecause of the check solutions and benefits on directly developing a low-cost, long-haul airline, new business models have been developed for potential exploitation into a low-cost model.6.1. Network specialistsThese companies furnish mainly to business passengers and are specifically operated as a corporate shuttle for routes with high-yield. A prime example is PrivatAir, a Geneva-based airline which has survived through contracts with major corporations to transport their employees between locations (Wensveen and Leick, 2009). It offers business class seating on trans-Atlantic flights using several Airbus and Boeing planes. It can also operate as an operator for existing airlines such as Lufthansa and KLM which utilize the company for their business class services in Germany.6.2. Product specialistsAirlines which focus on business and affluent leisure travel and are all-business class, all first class or both. These types of airlines are on par with legacy airline yields and offer premium cabins for long-haul flights. Companies in this market include Eos Airlines, MAXjet Airways, Silverjet and LAvion. While the first three carriers had gone bankrupt, LAvion which seemed promising and was recently acquired by British Airways did not make any profit as well (Lagrorce, 2008). Eos and Maxjet airways both operated between London Stansted and New York JFK using Boeing 757-200 while Silverjet operated between London Luton and Newark as well as Dubai. All three airlines ceased operations in 2008. LAvion operated between capital of France Orly and Newark and is currently a subsidiary of British Airways OpenSkies unit. While the original offer of low fares and premium facilities seemed promising, all four companies filed for bankruptcy, citing rising fuel and oil prizes, limited funding resources and newly formed competition on the specific routes by legacy carriers. While this business problem does not seem to be problematic, adjustments should be made in o rder to give motives to increase passenger preference.6.3. Price specialistsThese airlines mainly adopt lower-costing strategies to compete with existing companies solely on price. This includes the low-cost, long haul flight plan which has been employed by various airlines such as Oasis Hong Kong, Zoom, Jetstar, Viva Macau and AirAsia X. In order to compete with legacy companies, larger aircrafts with high-seating conformation should be used to make profit. With the exception of Oasis and Zoom, which were bankrupt, the rest of the companies flourished with expanding their flight schedule beyond Asia and Australia. The problems leading to failure in the two named companies mainly involve insufficient business planning as discussed in a previous section. However long-term effects of the plan remain to be seen as sustaining low prices can be proven difficult with the current economy.6.4. Long-haul charter carriersWhile unit costs for charter carriers is 10-20% more expensive than LCCs (Teckentrup, 2007), their increasing use for long-haul travelling made them an attractive alternative to network airlines, usually for summer destinations. Many European charter companies now target specifically long-haul destinations, such as corsair which operates an all-economy Boeing 747-400 between Paris and Overseas French territories in the Caribbean such high density planes are not used on other long-haul international travel by the company. Due to competition and projects bearing no success such as Britannia Airways, which discontinued flights from UK to Australia, charter airline long-haul flights have been restricted to limited time frames and leisure destinations. However, charter flights represent a large percentage of long-haul market and could potentially be exploited beneficially.7. Sustainability of the low-cost model and future projectsAs the long-haul market becomes successfully grown and becomes profitable for major carriers again, it is likely that other carrie rs will be interested to obtain a share of the market. Due to the over-saturation of the low-cost short-haul airline industry in Europe, established LCCs such as Easyjet may utilize point-to-point flights by co-operating with long-haul flight companies to lower prices for distant travelling. Employing new aircraft types such as Airbus A350 and Boeing 787 can fly longer distances offer denser seating that would be possible to fit 800 seats flying between main hubs such as London-New York. Deregulation can also create a potential increase in new services, as many markets are limited to one or two national carriers. As this breaks down, the introduction of new entrants, such as Virgin Atlantic in the India-UK and India-USA markets can spur new competition and lower prices in international travel (Phadnis, 2012).For now, the low-cost, long-haul market appears to be decreasing as one of the pioneers of this sector AirAsia X pulled its European services citing the damaged economy of Europ ean countries and exorbitant governance taxes affecting its ability to offer low-cost fares (Thomas, 2012). Even Ryanair, which declared that will commence transatlantic flights in 2007, has recently confirmed that long-haul flights are not chance for some years (Olorenshaw and Sturke, 2007).8. ConclusionsThe substantial success of certain LCCs has certainly led to the perception of an attractive business model and its implementation is being utilised by various long-haul operators. Established LCCs are reluctant to join the long-haul market due to the dangers present but that is rapidly changing. Experience and expertise gained by short-haul markets can be transcribed successfully in the long-haul operating scheme, which will greatly compensate to the losses that will occur as the markets become saturated with myriads of low-cost carriers.On the other had, traditional airlines are equipped with an array of qualities such as established clientele, reducing economy seat fares to at tract new passenger and sustain in international flights puts the beginner low-cost carrier in a disadvantageous position. By employing a long haul point-to-point model to promote cross-selling and service integration with more established, traditional companies allow passengers to fly from smaller markets in other regions via LCCs.As with any new business model, achieving cost advantages is not profuse to deem it successful. Theres a long history of competitors which offered subsidised low fares to combat new entrants in the long-haul market, leading them to financial difficulties and bankruptcy. Continuous innovation is needed in the evolving air transport market and adjusting to emerging carrier types could be beneficial. Combining a solid business plan which is flexible, manageable and competitive with a long term vision will guarantee a successful transition to the long-haul business.