Ingredient Branding of Industrial Goods

Ingredient Branding of Industrial Goods: A case study of two distinct different automotive suppliers Waldemar Pfoertsch[1] / Johannes Rid[2] / Christian Linder[3] Abstract This paper concerns ingredient branding; more specifically, ingredient branding for industrial goods. Although research in ingredient branding has been quite intensive in the area of fast moving consumer goods, considerably less research has been carried out for industrial goods. In this paper, the authors provide insight into whether successful ingredient branding can be transferred to industries where it has not been a common phenomenon: automotive suppliers.Two major companies in the automotive industry are analyzed in this paper: Autoliv, a major player in car-safety supplies and equipment like seat belts and airbags, and Bosch, producers of a large variety of car components, like diesel and gasoline injection systems, braking components (e. g. ABS and ESP), and starting motors and alternators. The findings inc lude enormous potential for B2B companies in the field of ingredient branding. Car suppliers, for instance, have rarely used the option of branding their ingredients at the finished product.The authors give a historical perspective, show e. g. that ABS braking system, invented by German supplier Bosch would have been a perfect candidate for branding to the final customer. In the purchasing decision of potential car buyers, the ingredient ABS, provided by a strong ingredient manufacturer (e. g. Bosch) could have led to a preference of buying a specific car, and in the end, added to the supplier’s reputation and revenue. 1. Leveraging the brand We now live in a world where consumers receive thousands of impressions and messages every day.Ever increasing competition makes it more difficult for a message to reach the audience and target group, with the consequence that it becomes harder for a consumer to differentiate between brands. Furthermore, as competitive advantages and inn ovations are copied at a higher speed, products and services become more alike. In this kind of environment, it is important for producers to find a position for their product or service in order to focus and clarify the attributes that make their product unique to the customer.In response to this current business environment, research and best practice show that more and more firms have come to the realization that one of their most valuable assets is the brand name associated with their products or services. (Keller,2003, Pfoertsch/Mueller, 2006). Producers understand that powerful brands are beneficial to the company: â€Å"Brands, therefore, are genuine assets and, like other forms of asset, they can appreciate considerably as a result of careful management and development. † (Blackett, in: Murphy, 1989).Kotler/Pfoetsch (2006) have proved that B2B branding offers strong competitive advantages, â€Å"by implementing a holistic brand approach companies can accelerate and i ncrease their overall success† compared to companies that do not go the path of B2B branding. Brands should be seen in a holistic manner where all activities of a company should be integrated to get the maximum advantage (Kotler/Pfoertsch, 2006). Strategic success might be achieved through leveraging the brand, because the brand is one of the most strategic and worthy assets a firm owns.Possibilities to leverage the brand include line extensions, stretching the brand vertically, brand extensions, and co-branding (Pfoertsch/Schmid, 2005). Co-branding means that two brands form an alliance in one or several areas that lead to a new product branded with both brands. Ingredient branding, on the other hand, is a brand that is solely used as a component of a branded article (Riezebos, 2003). According to Norris (1992), there are two relevant criterias that must be fulfilled for ingredient branding. First, the component can only be bought and consumed by consumers as a part of the br anded article.Second, the brand name of the component is only used for such an ingredient (and not for ‘normal’ branded articles as well). 2. Can you ingredient brand where branding is not a common phenomenon? The reason companies start to co-operate is due to technological and psychological changes of the business environment. There are two reasons why this occurs (Uggla, 2000): First, technology and new distribution patterns open up new possibilities for cooperation where brand extension and brand alliances become more interesting from a strategic point of view.Second, consumers look for risk reduction, and brand extension and brand alliances might be the right strategies to reduce consumer risk. Strategies to meet the demands of a changing world are co-branding and ingredient branding. There are some good examples of ingredient branding of durable goods on the market, such as Shimano as a component supplier of cycles, and Intel in the computer industry. Intel, for in stance, â€Å"positioned itself to be the heart and soul of personal computers.The strategy was to create a brand, and it worked – for PCs† (Karolefski, 2001). In other industries that produce industrial goods, like the car industry, ingredient branding has not been a common strategy. The primary question that guides us through this paper is: Is it possible for industrial goods industry like the automotive industry to adopt an ingredient brand when ingredient branding is not a common phenomenon? 3. Analyzing with real world data In this paper, real world data from two different companies were collected and compared.A qualitative approach was chosen, which enables us to analyze, understand and interpret the situation rather than giving standardized results. The aim was to understand the strategy of ingredient branding as a whole. Research was mainly based on collecting data through interviews with decision makers (respondent interviews), which implies that the interview s are of a strategic nature. A case study approach gives the possibility of getting deeper insight into a certain problem or situation and to ascertain how interviewees perceive their situations.The presented cases are Bosch and Autoliv, two companies representing the car SUPPLIER manufacturing industries. Since this study aims to help understand why and under what circumstances companies choose an ingredient brand strategy, the case study approach was seen as the most appropriate. The Robert Bosch GmbH, Stuttgart offers a wide range of products to the market, both as a supplier to different kinds of manufactures, as well as a producer of consumer goods. It had 2007 a turnover of â‚ ¬46,7 billion and employs over 271,000 people in about 50 countries.Today, 70% of Bosch turnover is from the car industry – it is a pioneer in the automotive supplier industry, with products that include ABS and ESP, injection systems, brakes, starter motors and alternators. Another major car s upplier, Autoliv Inc. is headquartered in Stockholm, Sweden, the result of a merger between Autoliv of Sweden, founded in 1953, and the American company Automotive Safety Production, started in 1997. Autoliv of Sweden was the inventor of seat belts, which first came onto the market in 1956, and developed the first airbag for cars in 1980.Autoliv has about 30% market share in its segment on a worldwide basis, and employs about 6,000 people, with sales in 2004 of $ 5 billion. 4. Leveraging the brand for industrial goods If a company realizes that it cannot capitalize on its own brand alone, it might choose to capitalize on another brand. This implies that company A wants to â€Å"borrow† association of a brand from company B. It follows that company B in turn must also want to have something from A, since B must also benefit from its association with A.Generally speaking, three prerequisites must be fulfilled before company A and B collaborate: 1) Both companies must have suffi cient brand equity, otherwise they would not be able to â€Å"borrow out† any associations (Keller, 2003); 2) company A and B should have a common basis of associations, meaning that A and B’s identity should have a certain degree of fit (Riezebos, 2003); and 3) that company A should be able to â€Å"offer† associations which B does not have and vice versa (Park/Jun/Shocker, 1996). (1) Sufficient brand equity The first prerequisite in terms of brand identity is that both brands have ufficiently strong and unique associations; that both of the brands (ingredient and host brand) separately have enough brand equity (Keller, 2003, p. 362). In this study, the question is whether Autoliv and Bosch each offer enough brand equity so that they could be potentially interesting partners for a host brand seeking to leverage its brand identity. The brand equity of Bosch can be rated as high. Bosch has successfully leveraged its own brand with brand extensions and line extens ions. Bosch, in its beginnings, was a producer of car parts like starting motors and alternators.Over time, Bosch began to capitalize and leverage its own brand by extending their product range, including the development and production of power tools, mobile telephones, security systems, and industrial packing machines. The other company in this case study, the car safety producer Autoliv, is a well-known brand among B2B customers. Autoliv wants to work together with the best automotive companies in the field of car safety: â€Å"The identity of Autoliv is a company that always has the technical leadership in the area of car safety equipment like airbags and seat belts.Autoliv strives to always be the first with technical development in their area. † (Mats Odman, Autoliv). (2) Common basis of associations The second prerequisite is that the companies working together should have a certain degree of similarity in their brand identity (Riezebos, 2003). According to Keller (2003 ), the logical fit (image and product) between the two brands is the most important requirement for a successful collaboration between two brands.That means a) that both companies’ brand identities (host and ingredient brand) should be in correspondence with each other, and b) that the ingredient offers complementary brand associations. Main associations connected with Bosch are: quality and innovation. Most car manufacturers have these associations as well, therefore, a common basis of associations does exist. Bosch representatives say that â€Å"products from Bosch contribute key values to the brand such as a promise from Bosch about product quality. Bosch products are also innovative in the car industry which is reflected in their slogan ‘We bring innovation’, e. . Bosch was first to introduce engine injection systems with 1600 bar pressure† (Stefan Seiberth, Bosch). On the negative side, Bosch has the problem of being a supplier to virtually every car manufacturer in the world, and these car manufacturers have widely different brand identities (e. g. the brand identity of BMW is totally different than that of Volkswagen). Autoliv can be more precise in common associations. Autoliv aims to develop projects with car manufacturers that are striving for the latest technology in car safety, most likely with car manufacturers in the premium segment.A logical fit exists here because Autoliv has the same aim of technical leadership as the car manufacturers they choose to work together with. (3) Offering complementary associations Finally, cooperation between brands will only work if the partner brand offers complementary associations, which the host brand does not have, and vice versa (Park/Jun/Shocker, 1996). The concept of brand identity system is central here (Aaker, 1996), and includes the following definition: â€Å"Brand identity is a unique set of brand associations that the brand strategist desires to create or maintain.These as sociations represent what the brand stands for† (Aaker, 1996). Brand identity consists of twelve dimensions organized around four perspectives – the brand-as-product (product scope, product attributes, quality/value, uses, users, country of origin), brand-as-organization (organizational attributes, local versus global), brand-as-person (brand personality, brand-customer relationships), and brand-as-symbol (visual imagery/metaphors and brand heritage). Though not all perspectives might be appropriate for every brand, it should help firms to consider different brand elements to be able to enrich and differentiate their brand identity.The brand identity model is structured into core and extended identity. The core identity is the timeless and central essence of the brand. Therefore, it will most likely remain constant while the brand is stretched to new markets and products. The extended identity consists of brand identity elements, which complete the core identity, such a s a slogan, sub-brands, and the brand personality (e. g. reliable, American, German engineering, friendly). [pic] Figure 1: Aaker’s model for brand identity modified with results from the case studyTo be able to identify and analyze what the case companies Bosch and Autoliv have to offer to their partners (host brands) in terms of desirable attributes, the above figure based on Aaker’s (1996) model summarizes the most important advantages of the examined cases. The reader should note that this paper is based on a study from the supplier’s perspective (partner brand). Therefore, spill-over effects which the case companies might receive from the producer side are not examined. Bosch offers associations which the partner brand possibly does not have.Attributes like ‘German engineering’, ‘reliable’ and ‘innovation’ could be easily used and benefited from by car manufacturer building middle and lower-class cars. Autoliv’s contribution to collaboration is technical leadership. One could say that Autoliv is a premium brand in their field of competence, thus offering strong associations in quality. To summarize, we can conclude that brand equity is one of the most, if not the most, valuable assets a company has. The company’s brand identity is the most important factor in creating or pushing the company’s brand equity.Company’s management should continuously try to leverage the brand’s identity. Our case companies Bosch and Autoliv prove that leveraging is fully possible in the area of industrial goods 5. Fit between brands So far, the authors have analyzed whether the examined companies and the industrial goods sector could offer enough brand equity and possibilities to leverage. In other words, up until this part of the analysis, we have looked upon whether our case companies would be interesting partners for the producers in their industries, and if the case companies ful fill the prerequisites to make co-branding successful.Now let’s look closer into the fit of brands and the field of brand association base. Image transfer What does theory say about the transferring process? Riezebos (2003) defines image transfer through the term deductive inference, which is the deduction of results/conclusions from brand images already in existence. Deductive inference is important when associations from one brand or entity is carried over to another brand/entity.For the transfer process, a source, which consumers must have certain associations with in terms of where it comes from, and a target (inductive inference, meaning that the associations load the image of the target) is needed. In summary, image transfer is a positive transfer from source to target, and similarly a positive feedback from target to source (Riezebos, 2003). For transferring associations, it is both necessary that source and target have something in common (e. g. common brand name), an d that the target evokes certain brand associations.Ingredient branding and co-branding are brand-stretching strategies based on image transfer. Critical success factors for image transfer are 1) the sources’ level of brand-added value, 2) how the products are related to each other (target and source should only to a minor degree differ from each other), 3) the target group similarity (Park, 1991), and 4) family resemblance (different packages sharing the same facings). Brand association base Simonin and Ruth (1998) stress the fit between brands (and between the products), which significantly affects the attitudes towards the alliance.Leading researchers agree that companies should integrate the brands they cooperate with within their overall brand architecture. The authors have used the brand association base described by Uggla (2003) to examine the question of fit. The result can be seen in the figure below where the association base model has been modified with the finding s from the case studies. The association base is a relevant tool for this purpose – to organize brand alliances and the brand structure from a leader brand perspective and intention.The association base describes how brands can be organized together. The model contains four different core components: leader brand associations, partner brand associations, institutional associations and the customer’s brand image. In a cooperation of brands, the advantage for the leading brand is that it adds values and positive associations to the product. The partner brand gets access to the distributions channels leading to the end-consumer market. The collaboration between the leader brand and the partner will determine an association base.The customer will evaluate the perceived equity from the association base and shape a specific brand image (Uggla, 2001). Figure 2: Modified brand association base (Uggla, 2003) Bosch, as a car part producer with German quality and innovation as th eir base of associations, could definitely contribute to the car manufacturer’s base of associations as for Mercedes-Benz: Enduring Passion. Autoliv has valuable associations for a potential host brand in terms of car safety. On the other hand, Autoliv does not build brand value, Autoliv would be a weaker partner brand according to the collaboration theory.The partner brand should help to expand the base of associations of the leader brand, and the partner brand’s core identity should lead into the direction the leader brand wants to go to, and the direction should be defined by the leader brand. The partner brand should also help to strengthen the base of associations while bringing in exclusivity and differentiation. Once more, Bosch has proven to be a valuable partner when tested against this theory. Autoliv stands weaker in this respect because the company is not actively building brand equity towards the final customer.To summarize, Uggla (2003) suggests that a le ss familiar leader brand should be connected to a strong partner brand with high brand familiarity. A lesser-known and/or unfamiliar car manufacturer (e. g. Asian car manufacturers who want to enter new markets outside Asia) using Bosch in-car equipment, for example, would be a positive example of this guideline. Functional and emotional incentives for brand collaboration A way of defining the motives for collaboration is given by Uggla (2001). He suggests a model based on a matrix, which is divided into emotional and functional benefits, to be able to understand why brands engage in co-operation.The model is based upon Aaker’s theory about the brand’s identity, but focuses on how the components of the value proposition are divided and shared among partners. The model divides the brands engaged in co-operation to a leader brand and (one or more) partner brand(s). The leader brand can choose to develop own associations or choose to capitalize on other brands’ ass ociations. The partner brand’s contribution should be to expand to the leader brand’s base of associations and add critical physical and/or emotional attributes.Two different incentives for collaboration are functional and emotional benefits (Uggla, 2001). An example for a functional alliance is Intel because Intel contributes with a product (the processor for a computer) for which they have core competence. With emotional incentives, the aim of the leader brand is to endorse reputation (Cooke, 2000), which is the aim to get a better image and/or quality association with the help of the partner brand. On the other hand, the partner brand can profit from the leader brand’s functional attributes. [pic] Figure 3: Applied incentive model from leader and partner brand perspectiveThe authors have modified this model in respect to the case analysis (see Fig. 3). As mentioned above, a brand that wants to lend associations to another brand strong must have strong incenti ves that can be either functional or emotional. For car producers, working together with Bosch could gain core competence and expand the value proposition (e. g. Bosch as a technology leader in ESP, ABS and diesel technology). This is according to the theory (Uggla, 2003), which says that collaboration based on functional incentives implies that the one brand contributes with core competence.Bosch would also profit from brand collaboration through shared costs in R&D. Bosch might expand the legitimate territory for their products if the car manufactures allow Bosch to brand their ingredients. Accentuating emotional attributes are also a possibility for Bosch: â€Å"It is our strategy to position Bosch as an innovative, international, modern company† (Stefan Seiberth, Bosch). A car producer might also want to work together with Autoliv based on functional motives because Autoliv has core competency and is a leading manufacturer of car safety equipment (intelligent seat belts, irbags, etc. ). The focus for Autoliv is choosing partners who have a commitment to actively work with the development of safety in cars. As it is the case with Bosch, Autoliv would gain from collaborations by sharing costs for R&D. Emotional incentives are also important for the company and play a certain role in choosing partners for a new project, according to Autoliv. The image of the car manufacturer is important; therefore, the company strives to share development with car manufacturers in the premium segment† (Mats Odman, Autoliv).To summarize, according to the incentive model, both Bosch and Autoliv offer sufficient incentives, both from partner brand as well as from the leader brand perspective. 6. Results: Transferring successful ingredient branding to the car industry The authors have taken into account the findings from the secondary sources of Moon (2002), Aaker (1996), and Keller (2003), all of which present a deeper analysis of ingredient branding strategies, an d have compared these findings with the information from the car suppliers Bosch and Autoliv.We first want to emphasize that successful companies invest in and put the brand first. Moreover, the most effective strategy for a company is to become a brand-driven organization (Kotler/Pfoertsch, 2006). These companies not only differentiate themselves through their technology, but also through their level of service and through all employees working effectively towards the success of the brand, and thus, the company. In addition, ingredient branding is a form of multi-stage branding (Baumgarth, 2001). Therefore, the whole value chain, from (ingredient) producer to the final customer, needs to be considered.In the case of Bosch or Autoliv, the retailer, the producer of the final good, and the final customer need to be connected. This implies that all downstream markets need to be part of the strategy. Hillyer/Tikoo proved that consumers are cognitive misers (Hillyer/Tikoo, 1995). This me ans that consumers simply trust that a well-known manufacturer would not allow itself to collaborate with a low quality supplier. This has been proven with the success of Intel. Customers simply transferred the decision making to the computer manufacturers by trusting that the manufacturers have chosen the right microprocessor supplier, Intel.In terms of transferring these findings to the car industry, Autoliv could step into the shoes of Intel. Autoliv could act as a retrieval cue (Hillyer/Tikoo, 1995) for potential car buyers, where the car buyer trusts the car manufacturer to have picked a trustworthy brand in the area of car safety. Also, for a successful ingredient branding strategy, it is crucial that the right opportunity in time be identified. If we look at the success of Intel, often regarded as one of the most successful ingredient branders, one aspect that is different between Intel and the automotive industry is the timing of the ingredient branding.The computer industry matured during an era when computer sales were strongly on the rise accompanied by a period of increasing sensitivity to the value of branding (Cook, 2003). The car industry is already mature, therefore, the timing is not optimal for an ingredient brand strategy: â€Å"It would be great to replicate [Intel’s success in the automotive industry], but it’s 80 years too late to do it† (Klaus Deller, Bosch Group, in: Cook, 2003). The authors want to stress though, that even the car industry will offer windows of opportunities, especially when supplier come up with decisive inventions and innovations.Another factor to consider is that In contrast to the situation like Intel, where producers were actively looking for co-operations, car manufacturers often want to control their brand image and are currently not actively seeking brand collaboration with supplier. This fact makes the ingredient branding strategy even more complicated to implement. A solution to this woul d be for suppliers like Autoliv and Bosch to adopt a pull strategy by creating consumer demand.The pull principle is also the basic underlying concept that is best suited for ingredient branding, meaning that the ingredient manufacturer directly addresses the final customer (Pfoertsch/Schmid, 2005). Bosch is, through its automotive advertising campaigns in 2006 and 2007, on its way to utilizing such a strategy. Building strong association could even be implemented into the car industry. The OEM’s in the car industry could effectively promote their associations, which in the case of Bosch could be ‘braking safety’ (ABS, ESP), and ‘passenger safety’ (Airbags), in the case of Autoliv.The authors conclude that it is entirely possible for auto suppliers to establish an ingredient branding strategy. Bosch and Autoliv proved to have substantial possibilities for ingredient branding. This conclusion can be drawn through congruence of findings of the empirica l research with theory. It is vital to the success of the strategy, though, that the whole organization not only strives for the same objective, but also consistently delivers the brand promise. Only with this â€Å"quality thinking† in the organization, can an ingredient succeed in the final industrial good.And – not to forget – it is time-consuming to create and establish a brand. Therefore, the overall strategy needs to be a long-term engagement in the marketing and branding investment. 7. Suggestions for future research This paper has examined the question of ingredient branding as a viable strategy for producers of industrial goods. In particular, we tested automotive suppliers Autoliv and Bosch (Norris, 1992; Keller, 2003; Riezebos, 2003). Since the scope of this paper could only cover the basics of this question, it would be interesting to go deeper into other aspects.A question for further research would be to find out how a model of the appropriateness of ingredient branding could be derived. Further research could cover even more industry segments in B2B marketing, thereby giving deeper insights into why certain industries have seen companies with successful ingredient branding, while others have not. Additionally, to discuss questions about an implementation strategy for ingredient branding needs more insight and research, including a possible guideline for companies that have decided to brand its ingredient.Examples from other industries could also be examined since the implementation process is very complex and many aspects need to be considered. Literature Aaker, D. A. , and Joachimsthaler, E. , â€Å"Brand Leadership†, The Fress Press, New York, 2000 Aaker, D. A. , and Keller, K. L. , â€Å"Consumer Evaluations of Brand Extensions†, Journal of Marketing, 54, January 1990, pp. 27-41 Aaker, D. A. , Building Strong Brands, The Free Press, New York, 1996 Baumgarth, C. , Ingredient Branding. Begriff und theoretische Begrundung, in : Esch, F. -R. : Moderne Markenfuhrung, Wiesbaden 2001, p. 17-343 Blackett, T and Boad, B: Co-branding, the Science Of Alliance, Macmillan Business, Interbrand, England, 1999 Blackett, T. , The Nature of Brands, in: Murphy, John, Brand Valuation, Hutchinson Business Books, 1989, pp. 1-11. Cook, B. , Can Bosch spark its OEM brand? , www. brandchannel. com, 2003 Cooke, S. , and Ryan, P. , â€Å"Brand Alliances: From Reputation Endorsement to Collaboration on Core Competencies†, Irish Marketing Review, Vol. 13, 2000, p. 36-41 Hillyer, C. , and Tikoo, S. , â€Å"Effect of Cobranding on Consumer Product Evaluations†, Advances in Consumer Research, Volume 22, 1995 Kapferer, J. -N. Reinventing the Brand, Kogan Page, London, 2001 Kapferer, J. -N. , â€Å"Strategic Brand Management†, Kogan Page, London, 1992 Karolefski, John, â€Å"Intel Outside†, www. brandchannel. com, 2001 Keller, K. L. , â€Å"Conceptualizing, Measuring, and Managing Customer- Based Brand Equity†, Journal of Marketing, January 1993, pp. 1-29 Keller, K. L. , Strategic Brand Management: building, measuring, and managing brand equity, Prentice-Hall International (UK) Limited, London, 1998 Keller, K. L. , Strategic Brand Management: building, measuring, and managing brand equity, Prentice-Hall International (UK) Limited, London, second edition, 2003 Kotler, P. et al. , Principles of Marketing, Prentice Hall Europe, 1996 Kotler, P. , and Pfoertsch, W. , „B2B Brand Managementâ€Å", Springer, Berlin/Heidelberg 2006 McCarthy, M. S. , and Norris, D. G. , â€Å"Improving Competitive Position Using Branded Ingredients†, Journal of Product & Brand Management, Vol. 8, Nr. 4, 1999, pp. 267-285 Moon, Y. , â€Å"Inside Intel Inside†, Harvard Business Review, October 15, 2002 Norris, Donald G. , â€Å"Ingredient Branding: A Strategy Option with Multiple Beneficiaries†, The Journal of Consumer Marketing, Vol. 9, No. 3, 1992 Park, C. W. , Jun, S.Y. , and Shocker, A. D. , â€Å"Composite Brand Alliances: An Investigation of Extension and Feedback Effects†, Journal of Marketing Research, Vol. 33, 4, 1996, pp. 453-466 Pfoertsch, W. , and Schmid, M. , „B2B-Markenmanagement: Konzepte – Methoden – Fallbeispieleâ€Å", Franz Vahlen, Munich, 2005 Pfoertsch, W. , and Mueller, J. Die Marke in der Marke Bedeutung und Macht des Ingredient Branding, Springer, Berlin/Heidelberg 2006 Riezebos, Rik, â€Å"Brand Management: A Theoretical and Practical Approach†, Pearson Education Limited, 2003 Simonin, B. L. , and Ruth, J. A. â€Å"Is the Company known by the Company it keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes†, Journal of Marketing Research, Vol. 35, February 1998, pp. 30-42 Uggla, H. , â€Å"The Brand Association Base: A Model for Strategically Leveraging Partner Brand Equity†, Unpublished Paper, 2003 Uggla, Henrik, †Managing the Bra nd-Association Base†, Akademitryck AB, Edsbruk, 2000 Uggla, H. , †Organisation av varumarken†, Liber Ekonomi, Malmo, 2001 Uggla, H. , †Varumarkesarkitektur – strategi, teori och kritik†, Liber Ekonomi, Malmo. 001 ———————– [1] Waldemar Pfoertsch – Professor of Business Marketing – CEIBS China Europe International Business School Shanghai – Hongfeng Road Shanghai – 201206, China – Tel: +86(21) 28905662 – [email  protected] edu and Professor of International Business – Pforzheim University – Tiefenbronnerstrasse 65 – 75175 Pforzheim, Germany [2] Johannes Rid, National Sales Manager, Pirelli Tyre Nordic AB, Gustavslundsvagen 141, P. O. Box 14147, 16714 Bromma, Stockholm, Sweden,Tel: +46. 8. 6220850, Fax: +46. 8. 7550941, johannes. [email  protected] et [3] Christian Linder – Research Assistant – Pforzheim Business S chool – Pforzheim University – Tiefenbronnerstrasse 65 – 75175 Pforzheim, Germany – Tel: +49 7231 28-6466, christian. [email  protected] de ———————– Bosch: Expand the legitimate territory Emotional incentives Functional incentives Bosch: Expand value proposition, modify brand personality Bosch: Engineering core com Autoliv: Core competence in car petence safety Partner brand perspective Leader brand perspective Bosch: Cost efficiency (R&D), Short cut to awareness and distribution. Autoliv: Cost efficiency (R&D)Institutional Associations Image Transfer Identity Transfer Customers’ image of the brand Leader Brand Associations e. g. Mercedes-Benz: Enduring Passion [pic]*fgyz}†°S? z  Ã‚ ©? iO?  ©i? i~? i? hM8([email  protected]>zhuT;CJOJ[4]QJ[5]^J[6][email  protected]>zhuT;5? 6? CJOJ[7]QJ[8]? ]? ^J[9][email  protected]>zhuT;5? CJ,OJ[10]QJ[11]^J[12]aJ,mHsH#[email  protected]>zhuT ;6? OJ[13]QJ[14]^J[15][email  protected]>zhuT;0J6? OJ[16]QJ[17]U[pic]^J[18][email  protected]>zhuT;5? CJ,OJ[19]QJ[20]^J[21]aJ,[email  protected]>zhuT;CJ OJ[22]QJ[23]? ^J[24]aJ mHsH. [email  protected]>zhuT;5? CJ OJ[25]QJ[26]? Partner Brand Associations Bosch: Innovation, quality Autoliv: Safety Association base fit

Executive Power Concerning Essay

While the President has power under his right as the Commander- in- Chief, he is still subject to the interpretation of what is legally right based upon the laws of the Constitution. Such laws allow him the right to detain and try prisoners of war/ enemy combatants based upon military statutes and political authorizations. U.S. citizens hold certain civil liberties, one in particular being the right to know the charges brought against them in the event that they are detained for any crime. This civil liberty is commonly known as Habeas Corpus, and is extended to citizens who feel as though they have been wrongfully imprisoned. In times of constant conflict like todays War on Terror, one might wonder of the application of such rights to detained individuals. The title of President of the United States may mean reserved powers both appointed and implied but it does not mean exemption from constitutional separation of powers or complete subordination to the same. The President may hold the right to detain and try these prisoners, but he/she should not be allowed to abuse given powers by implementing means that will withhold the rights of Habeas Corpus whether the accused is a U.S. Citizen or not Habeas Corpus dates back to the early 14th century, debuting with the formalization of the Habeas Corpus Act of 1679. American colonist sought this act as a means to evade wrongful imprisonment by the British government, and due to the common suspension of this right, the early framers ensured that â€Å"The Privilege of the Wirt of Habeas Corpus† was incorporated into the Constitution, to include that such rights should not be suspended except in cases where Rebellion, Invasion or Public Safety requires it (Columbia Electronic Encyclopedia, 2012). Since then, habeas corpus writs have evolved in American tradition, dating to the Lincoln and  Roosevelt Presidency and as recent as the George W. Bush Presidency. Many texts even show how these Presidents regard the writ of habeas corpus, with the greater conflict of executive power against this right lying in the actions of President Bush and his stance on detaining captured enemy/suspected enemy combatants. Levin-Waldman (2012) illustrates the actions taken by earlier presidents Lincoln and Roosevelt, suggesting a trend in presidential abuse of power when it comes to suspending habeas corpus writs. During the Civil War, President Lincoln took action against the accused, John Merryman, by having union soldiers stop his petitioned writ from delivery to the federal Marshal. Later on during World War II, President Roosevelt convinced the Supreme Court to defer to his wishes in the case of â€Å"Hirabayashi v. United States in 1943†, under the stance that certain Japanese- Americans who frequently contact family in Japan â€Å"might constitute a security threat† to America during a time of war. Hirabayashi’s violation of the in place military curfew at the time, which was determined by the Supreme Court as a â€Å"legitimate defensive measure during a time of war† landed him in a position where his civil liberty to seek habeas corpus as an American citizen was ove rridden (Ch. 5.7). The trend of Presidential abuse of power concerning suspension of habeas corpus writs continues even to this day. As stated earlier, the ability to petition for habeas corpus is one of Americas basic civil liberties afforded to every citizen, but how does this apply to current situations that involve non-citizens? Take for example the case of Lakhdar Boumediene v. Bush, where the U.S. government classified Boumediene and five other Algerian detainees as enemy combatants in the war on terror (Ozey, 2008). They were subject to indefinite detention at the well-known U. S. Naval base in Guantanamo Bay Cuba. The men petitioned for a Writ of Habeas Corpus, alleging violations of the Constitution’s Due Process Clause which the Courts initially ruled in their favor. But in the end, and thanks to the â€Å"Military Commissions Act of 2006 (MCA)† spearheaded by President Bush, their petition was revoked and the Courts ruling was overturned because the MCA eliminated the jurisdiction of the federal courts’ to hear habeas applications from detainees who have  been designated as enemy combatants (Ozey, 2008) further illustrating presidential influence in such situations. Classification as an enemy combatant is used continuously to evade allowing detainees access to petitioning for writs of habeas corpus. Calling to question how relevant this writ is to today’s current conflict involving American government and the war on terror. The war on terror is such a broad topic, but one key thing about it that points toward relevancy to habeas corpus rights is that these enemy combatants â€Å"are neither soldiers, as they are not fighting for a nation state† (Levin-Waldman, 2012). Therefore because of the broad scheme of this war, it has the potential to go on indefinitely and because â€Å"enemy proceedings† may be tailored to alleviate their uncommon potential to burden the executive at a time of ongoing military conflict† (Levin-Waldman, 2012), the implementation of habeas corpus would help weed out the innocent detainees from the true enemies of this country if it were allowed and not deterred by the President through acts like the MCA. Overall the interpretation of the Supreme Court regarding who is afforded this basic civil liberty based upon the events of today’s conflict will pay dividends as to how much power the President can exercise in future cases, but that is only if their interpretation is met with open-mindedness rather than be shut down at every turn. Levin-Waldman (2012) tells us that, foreign policy presidents have greater power than domestic policy presidents, and often Congress tends to defer to the President during foreign policy situations. However it is safe to say that the war on terror includes both foreign and domestic considerations, which were affected by the actions of terrorists in the September 11th attacks and numerous other events since then. So what should be done about granting habeas corpus rights to enemy combatants? Looking further into the real situation taking place with detainees at Guantanamo Bay as a result of the MCA, this question is met with much friction. In the Rasul v. Bush case, the Supreme Court interprets the law in a manner that asserted that â€Å"the habeas statute extends to non-citizen detainees at Guantanamo† further relating to Boumediene alleging violation of the Constitutions Due Process Clause (Ozey, 2008). But as  stated earlier, this ruling was overturned by President Bush’s master minded MCA, whose sole purpose is to overrule the opinion of Supreme Court in doing their due diligence to interpret the law. However agitated the situation becomes, one must consider the perspectives involving habeas corpus writs in society as it has evolved from conflicts less complicated than todays. These perspectives include the role of the President as Commander-in-Chief, the Congress in determining when habeas corpus can be suspended, the role of the Supreme Court in protecting these civil liberties and one’s own opinion living in a day and age where the war on terror has made it well into its 13th year. Concerning the Presidents Role, the issue becomes whether he is succeeding his power or not. Ward (1990) tells us that during the Civil War, President Lincoln suspended habeas corpus, ignoring the Chief Justices request, by claiming that â€Å"more rogues than honest men find shelter under habeas corpus†. On the contrary, in today’s conflict Foley (2007) begs to differ in that more honest men suffer the suspicion of being affiliated with Al Qeda and other terrorist groups because of the broad scope of the War on Terror, and are detained permanently, rather than the government properly identifying accurate procedures to determine actual terrorist from innocent citizens (p. 1010). This type of dentition gets its justification from an additional measure set in place by President Bush called the â€Å"Combatant Status Review Tribunal (CRST)† (Floey, 2007) which leaves the mind to wonder, how many innocent so called enemy combatants are held at Guantanamo Bay without access to habeas corpus writs? Though it is not clearly stated in the Constitution who can suspend the writ of habeas corpus, and it only states when it can be suspended (Turley, 2012, p. 5), Congresses role in suspending the writ has taken place a whopping three times in American history. Their involvement in determining when to suspend this basic American civil liberty took place in 1871 in South Carolina, in 1905 in the Philippines and during WWII in Hawaii, in varying cases that fell under the constitutional guidelines of rebellion, invasion and public safety (Turley, 2012, p. 6). This lack of participation is attributed to the limitations in the number of challenges a petitioner can  make due to recent statutory changes (Turley, 2012, p. 6), but during the times of involvement, Congress deferred to the President, making way for controversial procedures and increased detention of prisoners accused of affiliation with known American enemies. The Supreme Court on the other hand seems to have had their hands tied concerning the rights of these enemy combatants in relation to petitioning for writs of habeas corpus. Referring to the Hamdan v. Rumsfeld case in 2006, the Supreme Court’s ruling in an effort to protect Hamdan’s civil liberty as an American citizen expressed that the â€Å"President’s establishment of military commissions violated the requirements of Uniform Code of Military Justice (UCMJ) Article 36(b) and the Geneva Convention’s Common Article 3† (Dealy, 2007, p. 1071). But in doing so, they have been held at bay in their efforts to protect not only detained citizens, but have also been unable to make strides toward ensuring the government applies fair rules in identifying actual enemy combatants due to deferment to the president by congress and implemented rules like the MCA and CRST. With all the facts regarding the rules of habeas corpus and how it has played out in American history, one’s personal opinion of the matter ultimately determines how they view the purpose of protecting basic civil liberties and national security in today’s society. My view of this entire matter is filled with much anger toward the current situation and treatment of detained suspected enemy combatants. I have served on three combat tours while in the Army, and have worked very closely with Kuwaiti and Afghani nationals. I had to learn the hard way that all of these people are not Al Qeda members/ supporters and also that not all of them are out to hurt America and its citizens. My initial bias and clouded judgment based upon what was feed to me through what I though was once a justified approach by my government caused me to enter into an aggressive and fearful correspondence with these people on my first two deployments. It was all about national security and American safety until I learned otherwise, but what truly changed my mind about this vision I owned was the continuous attacks America faced regardless of the constant detention of enemy combatants under the suspicion of being an enemy of America. Foley (2007) put it best when he said that â€Å"not only is there no need to sacrifice civil  liberties for security, but that sacrificing civil liberties actually threatens public safety† (p. 1021). Such is the case in the governments dated approach to granting habeas corpus to enemy combatants and the treatment of these detainees whether they are U. S. citizens or not, hence the continued and progressive battle faced by the country with enemy personnel to this day. The rules that govern this nation are not always clear cut, and the government at times does more good at distorting public views by acting in ways that benefits the points they are trying to make. Every level of government, based upon â€Å"separation of powers and checks and balances† (Levin-Waldman, 2012) has specified jobs regarding protecting American civil liberties and the national security as written in the Constitution. When it comes to protecting these points and its relevancy to habeas corpus, the struggle remains as to how the government will do so as it pertains to the conflicts America is engaged in today. The rights of detainees whether they are American citizens or not, have fallen short of being totally ignored by most citizens, but has had the full attention of executive power for many years concerning how long and for what reasons so called enemy combatants can be detained. Despite the fact that the president’s power to imprison such enemy combatants is justified by the Constitution, it has never and most certainly will never state that there should be a use of abuse of executive powers to justify suspension of habeas corpus rights to these detainees. Regardless of how executive power in regard to habeas corpus writs have evolved over the years, the President should not be able to succeed his/ her power by manipulating the system through implementing a series of well drafted acts to permanently deter from what is written and determined as law in The Constitution of the United States. References Dealy, J. D. (2007). Subordination of Powers: Hamdan v. Rumsfeld, 126 S. Ct. 2749 (2006). Harvard Journal of Law and Public Policy, 30(3), 1071. Foley, B. (2007). Guantanamo and Beyond: Dangers of Rigging the Rules. Journal of Criminal Law & Criminology, 97(4), 1010-1021 Levin-Waldman, O. M. (2012). American Government. San Diego, CA: Bridgepoint Education, Inc. Oyez. (2008). Boumediene v. Bush. IIT Chicago-Kent College of Law. Retrieved from http://www.oyez.org The Columbia Electronic Encyclopedia, 6th ed. (2012). Habeas Corpus. Columbia University Press. Retrieved from http://www.infoplease.com Turley, J. (2012). Habeas Corpus. The Heritage Guide to The Constitution. Retrieved from http://www.heritage.org Ward, G. C. (1990). Lincoln Suspends Habeas Corpus [Series episode]. In K. Burns, The Civil War: Episode 1 – The Cause (1861). Retrieved from http://digital.films.com.

Energy output of Bioethanol and Industrial Ethanol Essay

Aim The aim of this investigation is to determine which of the two derivatives of ethanol releases more energy, Bioethanol or Industrial Ethanol. Hypothesis The main compound in both alcohols has the same chemical formulae C2H5OH, and the other compounds are unknown therefore the Energy output cannot be calculated exactly by using standard bond enthalpies. However, as the main compound is known and the same for both ethanol’s the energy output should be very similar. Therefore the difference in energy output only depends on the compounds which are blended to the alcohols. Apparatus – Thermometer – Metal can x2 – Draught shield x4 – Gloves – Safety spectacles – Heat-resistant mat – Insulation card – 100cm3 measuring cylinder x2 – Spirit burner – Clamp stand – Balance – Matches Substances – E100 Bioethanol – Industrial Ethanol – Water Method The idea to do the experiment the way described is due to knowledge from past experiments and the IB textbook. Follow these steps 10 times, five times for each alcohol. Step 1: Measure 50cm3 of alcohol in a measuring cylinder Step 2: Weigh and record the empty spirit burner Step 3: Fill the 50cm3 of alcohol in the spirit burner Step 4: Weigh and record the filled spirit burner Step 5: Measure 100cm3 of Water in a measuring cylinder Step 6: Fill the water into the metal can Step 7: Set up the Apparatus as displayed (1 draught shield in each direction, south, north, west and east, forming a box around the apparatus; assure there are 2cm of space between the bottom of the metal can and the cotton wick) Step 7: Record the initial temperature of water Step 8: Light the cotton wick of the spirit burner Step 9: Record the temperature every 15 seconds until the cotton wick loses its flame Step 10: Weigh the spirit burner with the remaining alcohol to calculate how many grams of alcohol have been used Varables – Temperature: Temperature of Water will be measured before every experiment. The whole experiment takes place at room temperature. – Volume of Water: 100cm3 – Mass of alcohol: 50cm3 filled in spirit burner. The mass will be measured before and after the experiment to figure how much has been used. – Time: record every 15 seconds – Concentration of alcohol: 1M – Surface area of metal can which flame is heating up: same cans will be used and positioned at same place above the cotton wick to keep this constant. – Length of cotton wick: 0.5cm – Distance from cotton wick to bottom of metal can: 2cm Hazard Warnings – Industrial Ethanol: Highly flammable. Therefore wear gloves and safety spectacles – Bioethanol: Highly flammable. Therefore wear gloves and safety spectacles Chemistry HL – Plan of Investigation

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LIterary Analysis, Bioethics, Psychology, Sociology, and History of Never Let Me Go by Kazuo Ishiguro - Essay Example This has required the readers to scrutinize the cultural supposition on the subject of human humanness, and to countenance intricate questions: what it means to be human. How humanity can be defined. The novel has led to the many research; the literal research can be as follows: bioethics, sociology, and psychology of the book. The book goes through past the boundaries of the literal novel, by gripping the mystery of the beautiful love story, wounding critique of human insensitivity, also in the moral examination of people tend to treat the fewer fortunes in our different society today. The book can be analyzed, and we can easily come up with various themes, which can educate our society of today, starting from, the sociological and psychological and history of the book (Whitehead, 55). The history of human cloning started, from a group in the New Castle University who took eleven women (Whitehead, 54). They took their genetic resources and replaced it with DNA from the developing stem cells. The project was to make the cloned embryos from which the stem cells could be used to cure the diseases. The stem cell lines are produced by taking the genetic materials of the patient and putting it into the eggs that donated by the donors. The resultant egg, therefore, became a perfect match for individuals, and used in treating disease such as diabetes without any problem of rejection. The therapeutic cloning believed to have a huge potential to cure diseases, and disabilities in people, therefore, allowed in Britain. On the other hand, the reproductive cloning, this is the cloning of human embryos with the intention of creating a baby. It has become illegal since 2001 (Toker & Daniel, 164).Let me go as been enormously received extremely received, critically, and included t he curriculum courses of various colleges in both, Britain and the United States of America, it has also been include the secondary schools

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Book review( Leadership tool kit) Bryn Hughes - Essay Example Hughes’ observes that leaders should explore motives and outline key result areas amongst other things. In essence, Hughes does not only dwell on ethical leadership, but also on professional competence in leadership. He seems to affirms strongly that leadership is God chosen and should be treated with the seriousness and responsibility it deserves. Hughes sees leadership as a state of mind of a person who is visionary and spiritual. He also sees leadership to be defined by sound character. The author also analyses that good motives of a leader should be to share with other so that they can achieve together as a team. His understanding of motives is leadership is also pegged in Bible teachings on leadership. He analyses in various ways that proper motives are the key drivers for any success as a leader. One may see that although he focuses on doing the right thing from the Biblical context of righteousness, his leadership tools also blend well in the context of organizations in the contemporary societies. One may also note that when Hughes explains the concept and the relevance of motives to Christian leadership, he also captures on the teachings of Jesus about what constitutes sins. Jesus on His part observes in the Bible (Mathew 5:28) that whoever has looked at a woman lustfully has committed sex with her. One may say that it is in this regard that Hughes focuses and emphasizes on good motive. Although he does not dwell on the subject with very specific examples, it is understandable that anything that does not constitute God’s will is morally wrong for Christian living. This way, he observes, leaders are able to improve themselves as individuals and improve their teams. The author emphasizes that Christian leaders are should work hard towards acquiring these skills in contemporary society. In order to achieve this, the author rightfully recognizes that there is a need to identify key result areas. Hughes offers that leaders should have the drive and the desire to achieve. They do this through a display of effort in the various areas that they have identified as areas of need. When there is a strong desire to take or accept responsibilities, then a leader is on course. Leadership that is concerned about not just tasks to be completed but also demonstrates which tasks is preferable. Hughes seems to assert that proper leadership would involve being efficient at allocated tasks through proper facilitation and motivation (Hughes, 2002, p. 34). The leader should demonstrate a high morale through involvement with his/her team. This is observable through proper coordination. Other key result areas include being supportive, participative and directive. Churches can enhance leadership by training leaders at various levels to be supportive in their various involvements. Sometimes things not work out as expected. Hughes offers that leaders should support others especially by recognizing the effort put into it. Most importantly, they s hould offer support on various tasks on progress as might be necessary. It is also important that leaders acquire skills through actual participation in the various areas of involvement in the church leadership. While working in their teams, the author also offers that there is a need for leaders to be trained to be visions creators. Visionary leaders are capable of come up with new ideas that will help in goals setting and eventual action plan.

Empirical Finance Coursework Essay Example | Topics and Well Written Essays - 1000 words

Empirical Finance Coursework - Essay Example These risks emerge due to the uncertainties associated with the future. Therefore, investment basically is a risk-inclusive undertaking, and individuals’ levels of risk taking vary depending on investment instruments and the expected returns. Successful investments must take into account relevant strategies that should aid the realization of the investment objectives. A number of investment strategies in the UK investable universe are evaluated and assessed for their performance: Small Cap vs. Large Cap Portfolios Volatility of returns is the principle determinant of whether a portfolio is a small cap or a large cap. The size of a company is determined by its market capitalization, a situation that further defines that company’s market cap. A small cap portfolio is defined by a market capitalization that is between 300 million and 2 billion. An amount less than this will enter the portfolio into a lesser marker cap, normally referred to as the micro-cap. Small cap portf olio is characterized by high volatility in the market, and the price of the stock keeps fluctuations due to the underlying market uncertainties. Large cap portfolios on the other hand are the direct opposite of small cap portfolios. Large cap portfolios are less volatile in the market, and the prices of these stocks are therefore relatively constant over time (Fama and French, 2011, p.46). Investors that prefer less volatile portfolio often opt for the large cap portfolios. However, this does not rule out risk prevalence in investment. Large cap portfolios are characterized by market capitalization of about 10 billion and above. This kind of portfolio experiences hardships in in and out trade activities. As a result, price swings are minimized, leading to the realization of consistency in its price. Value vs. Growth Portfolios Investors have different motives for investment. While some opt to invest in value stocks, others prefer growth stocks. These stocks share some common charac teristics, but their distinguishing features outline the outstanding difference between the two stocks. The valuing of stocks is done with regard to market trends, incorporating risks and benefits to the value of the stocks. Investors prefer undervalued stocks, so that once the prices of the stocks changes, they are in a position to reap huge investment returns. Value stocks are depict the flowing features: less than 10 % price earnings ratio, less than 1 price to earnings growth, current assets that are twice the current liabilities, matching debt and equity and share prices that are at par with the tangible book value or even less (Fama and French, 2011, p.53). Growth stocks are defined by their outstanding feature of expansion and ability to generate more and more returns with time. They are referred to as growth stocks because they have the ability to diversify the underlying portfolio. Growth stocks are characterized by a growth rate that is strong and reliable. This is to say that the portfolio remains vibrant and beneficial over a long period of time. It is important to account for the fact that different companies grow at different speeds and rates, and it essential that an investor be accommodative in regard to growth portfolios. Equity returns are also strong with growth stocks. Company-industry comparison is used to determine the strength of the stock returns. Growth stocks are characterized by per share earnings that surpass the industry’

Cross-functional Communication Term Paper Example | Topics and Well Written Essays - 3500 words

Cross-functional Communication - Term Paper Example The intention of this study is communication as one of the vital management activities upon which most of its functions are based. This is a medium that links human resources and organization formally and informally through various channels/media. Successful organizations follow well-established modes of communication through which they prescribe and describe organizational policies, procedures, systems, and work processes; through these media, managers ensure organizational goals are accomplished through their employees; these communication modes also help in delivering organizational ideas to the customers and also in earning customers. However, these formal and informal modes of communication have specific functions in specific areas. Linking these specific functions to the benefit of all organizational areas is the aim of cross-functional communication, which has become extremely important for organizations to sustain and compete in contemporary business world that is driven by f ast-paced communication processes and globalization. Basically, a business encompasses various organizational activities such as operations or production of gods/services, human resources management, marketing and sales activities, finance and budgeting, technology and systems development, and research and development. To perform these activities, management carries out five main functions namely planning, organizing, leading, and controlling in every organizational activity. Organizational success depends upon the amount of profits generated through employees’ contribution, effectiveness of technology, systems, procedures, marketing and sales activities. ... functional communication to management: Basically, a business encompasses various organizational activities such as operations or production of gods/services, human resources management, marketing and sales activities, finance and budgeting, technology and systems development, and research and development. To perform these activities, management carries out five main functions namely planning, organizing, leading, and controlling in every organizational activity. Organizational success depends upon the amount of profits generated through employees’ contribution, effectiveness of technology, systems, procedures, marketing and sales activities. This means all organizational activities have to be efficient in order to achieved desired outcomes and profits. Moreover, each of these organizational activities is meant to complement each other in their objectives and work together so that overall organizational efficiency is constantly improved. In this sense, communication between di fferent functions becomes strategically important for information sharing, understanding and providing feedback so that every function obtains information, uses relevant information from other departments and also improves upon developmental areas. From operations perspective, various operational activities within the function require cross-functional communication besides cross-functional communication with other departments. The theory of constraints (TOC) postulates that most of the constraints in organizational functioning originate from policies and not physical entities. The policies tend to create obstacles, which are hard to identify and/or break, unlike physical entities (Dettmer, 1997). In addition, the TOC emphasizes the need for clarity before attempting to identify causes and

Time Value of a Dollar Essay Example | Topics and Well Written Essays - 750 words

Time Value of a Dollar - Essay Example Critics are already arguing that the dollar can no longer be the reserve currency especially after the collapse of the U.S mortgage market, which set off the most awful global recession recently. There are a couple of reasons people prefer the present value of a dollar. If they can invest the money to earn interest over a period of time that is greater than a future payment, they will invest it in the present. Inflation is also a key factor in time value evaluations since it reduces the spending power of a dollar. Inflation is the persistent increase of prices and a dollar today may buy less quantities of a similar commodity in the future. Taking this into consideration one would rather invest now in a project that would earn them continuous cash flows rather than save that money to use it at a future date. Another reason is the default risk, which is the threat of not receiving the promised dollar in future. To understand time value of money we define the terms Net Present value, Fu ture present value and present value. The net present value is the value of future streams of cash flows into the cash at hand in the present date. The future value is the value of the money an individual has now at a later day. ... Different scholars explain that there is need to create strong fundamentals of the U.S economy, build investor confidence and diversify out of the dollar in order to protect it from depreciating with time. The U.S economy has weak fundamentals such as huge national debt, high unemployment rates, and international military operations. In a highly publicized vote the senate recently raised the debt ceiling to $14.3 trillion to avoid defaulting debt obligations which would be a catastrophe by itself. This could create a debt driven crisis that could strain standards of living by being detrimental to economic growth, dampen wages and restrict the government from investing or providing a safety net. It is necessary that the debt ceiling is not exceeded so as to prevent this debt driven crisis as it would accelerate the depreciation of the dollar. Military expenses are not productive and are a nonmonetary reason for inflation, an opinion that most economists share. There is the need to sho w creditors that the government is serious about stabilizing federal debt. Spending cuts are necessary to protect against the decreased value of money in future. Building investor confidence is a key to protecting the future value of money, and the government must ensure that it restores investor confidence for most believe that printing excess money for bailouts and stimuli will eventually weaken the dollar (Steverman). Asset prices should be watched carefully so that they remain in line with their underlying values and also do all it can to ensure economic growth. So far, the low dollar policy has helped as it has ensured that exports remain higher than imports. And if this keeps up there is hope that in the future the value of the dollar will be

The Universal Experience of Being Different Assignment

The Universal Experience of Being Different - Assignment Example In the whole world, there about 4000 cultures, meaning there are about 4000 groups of individuals that identify themselves with each culture. Each group is characterized by unique language, names, membership of the culture, as well as, an agreement on what should be carried on to the next generation and so forth. In addition, it is also important to note that even members of the same culture may be different and feel different in the company of each other. For example, a poor man in the company of a rich man may feel uncomfortable regardless of them coming from the same culture. In America, the obvious being expected to feel different is a member of an ethnic group in the company of white Americans. In addition to cultural differences and the skin colour, there are other aspects that further separate the ethnic communities living America from the white Americans. These include economic status, their history, as well as, their population compared to that of white Americans. For example, an attempt to evaluate the experience of black Americans in America revealed that it was both compromising and hopeful. In conclusion, it is clear from the article that there is more in feeling different than self-identity and individualism. People of the different culture, skin colour, ethnic group, and economic levels feel different in the company of each other. These are all separate factors that cannot be generalized as either self-identify or individualism. It is, therefore, true to say that universal experience of being different in the human being is real and indeed human beings are different.  Ã‚  

The Rise of African Nationalism Essay Example | Topics and Well Written Essays - 1000 words

The Rise of African Nationalism - Essay Example It is evidently clear from the discussion that the concept of African nationalism rose in the post-war period in Africa. This was a turning moment for a people whom centuries of slavery and colonialism had deprived of humanity. Ideologies centered on the theme of nationalism and the essence of nationalism was anti-imperialism. It was a claim and struggle against something. It was an expression of a struggle against denial of humanity, denial of respect and dignity and denial of the African identity. It was the struggle to bring back African mind to Africa as well as a time to end the historical experience of racial humiliation, political oppression, economic exploitation and cultural domination under European slavery. Three components characterized African nationalism and various emphases, accent and formulations occurred in all African nationalists’ thoughts and consciousness. Pan Africanism, Independence, and Racial Equality dominated the continent in the 1950s. Each country ’s actions were focused in opposition to imperial domination and this basic opposition effort is what constituted nationalism. The objective of the struggle varies across historical periods, but the struggle is a common principle. Therefore, it is not so much that nations were searching or struggling for dignity, identity, and independence, but rather a people facing a common problem of domination and exploitation claiming their freedom. Nationalism can be summed up into three elements namely Unity, Independence, and Equality. The three cannot be separated and together they constitute an express African nationalism. African leaders were on the front line in making sure that elements of African nationalism were instilled in the people. For example, Kwame Nkrumah, who studied in the United States and was heavily influenced by the books of African-American theorists such as C.L.R. James and George Padmore, played a major role in introducing Pan-Africanism and articulating the id entity of the African people both on the continent and abroad. As early as 1963, Nyerere once admitted that basically, Pan-Africanism meant African unity.

Reflective learning report Essay Example | Topics and Well Written Essays - 1500 words

Reflective learning report - Essay Example I also ensured that I led the accounting department as a team. Team work certainly helped us since; we could generate ideas more quickly and also come up with solutions to various problems faced in the course of work. This had a lot of impact on the people I was working with since; they also learnt to be hard working and relate well with their colleagues. The impact on the outcome of work was also positive since, through my department, the organization made investments that were successful and profitable. The learning model that was hugely beneficial in my work is the experimental psychology model (Knowles, 2012, 9). I had drawn down the model and purposed to follow it step by step in order to achieve my desired objectives. I was self-motivated and was also motivated by the goals and objectives that I had set for myself and the company. My fellow colleagues also motivated me to work harder in order to achieve the set goals. My perception also profoundly affected my way of work since; at times I perceived things different from the rest of the employees and thus ended up making mistakes. I also purposed to acquire all the necessary skills for my work in order to achieve my set goals. I then assessed my performance through analyzing the improvements of the company. This way, I would know that I had made an impact on the workplace and other people too. Substantive Topic Applied: Team Work Team and group work immensely assisted in the success of work at Vital Company. This is because; with the accounts of the company being so vast, we had to divide ourselves into different groups in order to meet the time limit of preparing the financial statements. Members decided to form groups consisting of ten members each in order to accommodate all the members. Each group had a leader to coordinate it and a secretary to take notes. Each group would then set its own goals which it wanted to achieve at the end of the financial period. However, all groups agreed to be meeting at the same time in order to ensure that each group met. After a certain period, each group analyzed its performance and development through analyzing its forming, storming, norming and performing areas (Belbin, 2012, 65). Team work also assisted in the success of the company since; there was a better decision making, and coverage of large quantity of work within a short period (Maddux & Wingfield, 2003, 11). Cooperation among the group members also promoted colleague relations thus, leading to high quality work. My punctuality and social skills also increased and I learnt how to present ideas to a multitude of people. I also learnt on how to handle disagreements among a large group of people. There was also effective problem solving in the groups. Team work also made the performance feedback more meaningful because; everyone understood what was expected and could monitor the performance against the expectations. In addition, group discussions encouraged members to test their abilities and try out new ideas. This stimulated individuals to become stronger performers. In the future, one thing that I would change is the way of handling conflicts in the groups; I would ensure that conflict resolution is done by the members themselves and not by the leaders or some of the members (Cohen & Bailey, 1997, 249). I would also ensure that there is the sense of commitment in groups such

The English Language Essay Example for Free

The English Language Essay Language is a constant. It is a component that will be forever intertwined into the fabrication of our global society. This multi-sensory means of communication, consists of not only the verbal and writing, but also touch, smell, sound, body, and gestural elements. As human beings are social animals, people have the instinct to communicate with others, to share our feelings and thoughts, and as a result, language development in each individual becomes an instinct (Pinker, 1994). Since language is the tool used for communication, Wittgenstein says, â€Å"The limits of my language are the limits of my world†. It is implied that people speak just one language and thus live in only one world, and if you are not capable of using the language, your world is narrowed. However, Einstein has an opposite opinion; he devalues the importance of language and says, â€Å"The words of a language as they are written and spoken do not seem to play any role in the mechanism of my thought.† It is widely believed believe that language is the bridge connecting individuals and the outside world; thus, it is a crucial element of human life. Language can be inextricably tied to identity, and it can also be disentangled. In Einstein’s quote, he says that the language of speech and writing doesn’t influence his thought, because the mechanism of his thought is extraordinary. As a widely recognized great scientist, his point might be that people should think something beyond what is already written, and also, â€Å"the sum of human wisdom is not contained in any one language, and no single language is CAPABLE of expressing all forms and degrees of human comprehension.† (Ezra Pound, The ABC of Reading). With language as your tool, you are capable of exploring other worlds. Wittgenstein’s statement failed to include the fact that there are worlds formed based on different languages. It is through such language that one is either included or excluded fro m social groups. Language pervades social life. It is the principal vehicle for the transmission of cultural knowledge, and the primary means by which we gain access to the contents of others minds. Language is implicated in most of the phenomena that lie at the core of social psychology: attitude change, social perception, personal identity, social interaction, intergroup bias and stereotyping, attribution, and so on. Just as language use pervades social life, the elements of social life constitute an intrinsic part of the way language is used. Linguists regard language as an abstract structure that exists independently of specific instances of usage (much as the calculus is a logico-mathematical structure that is independent of its application to concrete problems), but any communicative exchange is situated in a social context that constrains the linguistic forms participants use. How these participants define the social situation, their perceptions of what others know, think and believe, and the claims the make about their own and others identities will affect the form and content of their acts of speaking. For present purposes, it may be more helpful to think about language as a set of complex, organized systems that operate in concert. A particular act of speaking can be examined with respect to any of these systems (G. Miller, 1975), and each level of analysis can have significance for social behaviour. For example, languages are made up of four systems—the phonological, the morphological, the syntactic, and the semantic—which, taken together, constitute its grammar. Australia is often described as one of the ‘classical countries of immigration’. The concept of being a ‘nation of immigrants’ is at the centre of Australian identity. Australia is a unique country, and it has a long history of population growth due to immigration. Australia is a young country and has not fully developed. It is commonly called â€Å"The Land of Opportunity.† Such grammar can be exclusive to specific culture along with social purposes. Melbourne, for example, has many sub-cultures that combine to create the overwhelmingly diverse and generalized culture that defines the city as a whole. We are constantly influence through the language that other cultures have introduced into our traditional linguistics. The English Language has changed and shifted drastically form the Anglo-Saxon version to our current speech. Over time, linguistics from cultures such as French, Latin and Greek have evaded our traditional tongue, creating a new cultural identity; ever evolving and adapting to the modern world. In the modern world, human need to belong still influences language development and identity established through such language. People are proud of their accents, dialects, and languages. It is a mark of uniqueness and simultaneously a mark of belonging and excluding. People who live in different areas are proud to speak the way they do, because they are different from the rest, but are still part of a group. Whereas, accents and dialects are marks of belonging, and something that most people are proud of, language development has been influenced by less idealistic reasons. We can see how important language is in both the purpose of communication and widening the world of an individual; it is a way of knowing. If an individual is not capable of using a language, his world is limited yet it is reasonable to assume that the language used by most people is not always significant in mechanism of everybody’s thoughts, because somebody’s mind might work differently. Throughout history, human needs have affected their behaviour, how they lived, and how their language develops. Food, water, and a place to belong were some of the major needs to begin with, but as time went by, they were joined by other needs. Economic, political and scholarly needs also influence language development. The influence of human development and need will continue to effect language expansion, and will continue to as long as the world lasts.

Factors Can Affect Validity Reliability Of Systematic Review Nursing Essay

Factors Can Affect Validity Reliability Of Systematic Review Nursing Essay Systematic review with meta-analysis are considered more objective than other types of reviews such as traditional reviews because it involve the application of scientific strategies in ways that limit the bias but the interpretation of the systematic process like any other type of research is subject to bias and this articles will illustrate the sources of bias in every step of conducting a systematic review and what is its types and ways. Keywords: Systematic review, Bias, Meta-analysis Introduction A systematic review is an overview of many studies that used clear and reproducible methods while a meta-analysis is a mathematical synthesis of the results of two or more primary studies that address the same hypothesis in the same way. Systematic reviews are very popular so about 2500 new English language systematic reviews are indexed in Medline annually (Mother D, Tetzlaff J, Tricco a, et al). While the number is impressive ,the quality of their reporting is not always ideal which lead to some kind of biased results and thus shrink their usefulness. Although meta-analysis can increase the precision of a result, it is important to ensure that the methods used for the review were valid and reliable. (Greenhangh. 1997) Speaking generally,there are two sources -at least- can generate bias in systematic reviews: the risk of bias in the included studies which it can exaggerate the results of a treatments effectiveness by 18% (Pidal J, Hrobjartsson A, Jorgensen KJ, et al) and the review itself as it has a little control over the reporting of RTCs but it can apply considrable control over conducting and reporting the review, thereby minimizing the bias of review itself. In this article we will try to spot the sources of bias in every step of conducting a systematic review and what is its types and ways and after that we will talk in details about each factor might cause a bias including publication bias, time lag bias, citation bias, the influence of external funding on the validity of systematic review and outcome reporting bias. Assessing the Quality of a Systematic Review General Tips (step-by-step) Fundamentally, the quality of a systematic review and the reliability of its result are contingent on both the quality of the included studies and the quality of the methodology used to produce the systematic review. The first most important step in conducting systematic review is proposing a clear, specific,focused and concise question which will guide the review process after. Searching for articles to be included can be retrieved by electronic databases, searching by hands through appropriate journals and by contacting researchers in the area of interest. To avoid the bias in the retrieval of articles the search strategy specified in the protocol must include as much details as possible. In most cases this amounts of to a list of keywords and how they will be combined for use in electronic search engines. Some knowledge of the capability of each subject specific database is important at this point, as some databases operate a thesaurus search system and others operate on the basis of keywords only. Next step, selective inclusion studies may bias the results of systematic reviews if selected based on report characteristics which called Biased inclusion criteria and low methodological quality of studies included in a systematic review is another important source of bias (Strerne JAC, Egger M, Smith GD 2001) and inclusion of data from sources other than randomized trials reduces the reliability of the conclusions of a systematic review on issues of prevention and treatment, so they should be thoroughly considered and properly defined to avoid ambiguity and to inform the validity of the review. As protocol availability may decrease the biased post-hoc changes to methods and selective outcome reporting, this information should be included in the review protocol to minimize this bias. Even if the study has high internal validity, it may not to be generalizable(high external validity). There is often a trad-off between internal and external validity. To decide about the generalizability of the study is to explore whether the study population appears to be representative of the population to which you wish to apply the results and even in similar populations, differences in the settings and in culture or other contextual factors, should also be considered.(Petticrew M, Robert, H 2008) Reviewing the results of a number of studies of course itself provides a est of generalizability, if the results have been replicated in several settings with different population, then this gives an indication of whether the results are transferable. If the number of studies is large enough, it can suggest the range of effect sizes to be expected in different settings. Generalizability is not often assessed separately in systematic reviews, though consideration of the issue is included in some critical appraisal checklists. (Deeks J, Dinnes J, DAmico R, Sowden A, Sakarovitch C. 2003) The risk of bias of a particular study is a key component in the assessment of studies that affect the validity of the results of a systematic review. Therefore, reducing the risk of bias assessment can be completed by using scales, checklists and every individual component should be reported for each study.(Sandrson S, Tatt ID, Higgins JP 2007). As the protocol developing, all the outcomes derived from the included studies should be considered and the outcome of primary importance should be differentiated from the secondary outcomes as recent surveys have showed that the outcomes selectively reported in final reports were significantly more likely to be statistically significant than those omitted (Chan AW, Hrobjartsson A, Haahr MT, et al 2004). Therefore, if a review does not identify important variables clearly, the review risks being subject to bias. So, the reviewer might select statistically significant variables and ignore the ones were initially important by the reviewer. When it comes to analysing data, the analysing method is determined by the review question and the type of data collected and it should include a narrative synthesis for describing the results and risk of bias. The next step is usually determining if statistical synthesis is appropriate to apply or not. Indeed, such forced analysis might in the axiom garbage in garbage out, providing useless results which it will discussed Later. When the results of the analysis are ready, there are many different way to represent them but sufficient details should be presented to dtermine the potential threats to validity. As conclusion in the review, the reviewer should discuss the risk of bias, strength, limitation, weakness and applicability of the evidence for each main outcome to ensure that clinicians have all the information to interpret the results. A table outlining the users guides to the Medical Literature highlight critical appraisal questions for systematic reviews and meta-analyses may help to reduce the bias in every step when conducting a systematic review.(Table 1) Table 1. Questions should be considered in determining if the results of systematic review are valid. ( adapted from Crowther, MA. Cook, DJ 2007) Did the overview address a focused clinical question? Were the criteria used to select articles for inclusion both defined and appropriate? What is the likelihood that relevant studies were missed? Was the validity of the included studies assessed? Were the assessment reproducible? How precise were the results of the overview? In assessing the value the review, it is important to consider the following question: Can the results be applied to my patients, and will the results help me care for my patients? Are the benefits worth the harms and costs? Garbage in garbage out? The quality of component trails is important as an example if the raw material is not that quality, then the findings of reviews may also be the same. So what we put in exactly what we get out. Clearly, the studies included in systematic reviews should ideally be of high methodological quality and free of bias as possible. The biases that threaten the validity of clinical trials are relate to systematic differences in the patients characteristics at baseline (selection bias), unequal provision of care apart from the treatment under evaluation (performance bias), biased assessment of outcomes (detection bias) , and bias due to exclusion of patients after they have been allocated to treatment groups (attrition bias).(Altman 1991) Some reviews produced discordant results precisely because the authors chose to ignore the quality of component trails. The same reviewers were considerably more thorough in their attempt to identify all-relevant trails,Independent of publication statue or language of publication. Although the quality of component trails happened to be more important in this particular situation, the dissemination of findings from clinical trials is known to be biased, and a comprehensive literature search is an essential intergradient of high-quality reviews. (Eddger,M. Dickersin, K. Smith,G, S 2001) Putting the light on dissemination of research findings, Scherer et al. showed that only about half of abstracts presented at conferences are later published in full. The fact that sustainable proportion of studies remains unpublished after the study had been completed must be a concern as a large information remains hidden from reviewers. Making things worse, the dissemination of research findings is not a random process, rather it is strongly influenced by the nature and direction of results. (Eddger,M. Dickersin, K. Smith,G, S 2001) Type of reporting bias Definition Publication bias The publication or non-puplication of research findings, depending on the nature and direction of results Time lag bias The rapid or delayed publication of research findings, depending on the nature and direction of results Duplicate publication bias The multiple or singular publication of research findings, depending on the nature and direction of results Citation bias The citation or non-citation of research findings, depending on the nature and direction of results Language bias The publication of research findings in particular language, depending on the nature and direction of results Outcome reporting bias The selecting reporting of some outcomes but not others, depending on the nature and direction of results Figure 1.2 (Adapted from Eddger,M. Dickersin, K. Smith,G, S 2001) Publication Bias In a 1979 article on the file drawer problem and tolerance for null results Rosenthal said, where the journals are filled with the 5 per cent of the studies that show type I errors, while the file drawers back at the lab are filled with the 95 per cent of the studies that show non significant results. (Rosenthal R. 1979). The file drawer problem has long been recognized in the social sciences: as a review of psychology journals found that of 294 studies published in 1970s, 97% rejected the null hypothesis at the 5% level.(Sterling TD.1980) It is thus possible that studies which suggest a beneficial treatment effect are published, while an equal mass of data pointing the other way remains unpublished. In this situation, a systematic review of the published trails could identify a spurious beneficial treatment effect, or miss an important adverse effect of a treatment. In the field of cancer chemotherapy such publication has been demonstrated by comparing the result from studies identified in a literature search with those contained in an international trials registry (see figure 1.2). (Simes RJ. 1986) Time lag bias Published studies continued to appear many years after approval by the ethic committee. Among proposals submitted to the Royal Prince Alfred Hospital Ethics Committee in Sydney, 85% of studies with significant results as compared to 65% of studies with null results had been published after 10 years (Stern JM, Simes RJ. 1997). The average time to publication was 4.8 years for studies with significant results comparing to 8.0 years for studies with null results. In fact, the time lag was attributable to differences in the time from completion to publication.(Eddger,M. Dickersin, K. Smith,G, S 2001) 0.7 1.0 1.3 Published 16 (1908) Registered 13 (2491) Survival ratio (95% confidence interval) Figure 1.2 (adapted from Simes) These findings indicate that time lag bias may be introduced in systematic reviews even when most or all trails will eventually be published. Trails with positive results will dominate the literature and introduce bias for several years until the negative results finally appear. The influence of external funding and commercial interests Many systematic reviews are funded by organizations such as pharmaceutical companies. As in the design of randomized trials, the design of systematic reviews can be influenced (particularly through manipulation of inclusion and exclusion criteria) to select a particular set of studies. As a result, such systematic reviews may present a biased viewpoint. Careful assessment of the quality of the systematic review should reveal the flaws in their design. Another way in which bias can be introduced is through biased interpretation of the results of a systematic review funded by industry or authored by investigators who are influenced by industry.(Crowther, MA. Cook, DJ 2007) External funding was associated with publication independently of the statistical significance of the results. Funding by government agencies was significantly associated with publication in three cohorts of proposals submitted to ethics committees whereas pharmaceutical industry sponsored studies were less likely to be published in two studies. Indeed, the pharmaceutical industry tends to discourage the publication of negative studies which it has funded. (Eddger,M. Dickersin, K. Smith,G, S 2001). Duplicate publication bias Once a list of articles is obtained, they should be reviewed by two or more individuals and compared with a list of pre-developed inclusion and exclusion criteria The production of multiple publications from single studies can lead to bias in a number of ways. Two or more systematic reviews on the same topic may arrive at different conclusion, which raise concern about validity. Studies with significant results are more likely to lead to multiple publications, which makes it more likely that they will be located and included in a meta-analysis. Moher and Johansen and Gotzsche described the difficulties caused by redundancy and the disaggregation of medical research when results from multicentre trail are presented in several publications. It may be impossible for reviewers to determine whether two papers represent duplicate publications of one trail or two separate trails, since example exist where two articals reporting the same trail do not share a single common author. (Eddger,M. Dickersin, K. Smith,G, S 2001). Citation bias The perusal of the reference lists of articles is used to identify additional articles that may be relevant. The problem with this approach is that the act of citing previous work is far from objective and retrieving literature by scanning references lists for many possible motivations such as decoration and showing up-to-dateness and knowledge may thus produce a biased sample of studies. (Eddger,M. Dickersin, K. Smith,G, S 2001) Language bias Language bias still evident in many reviews (Hearther, 2009). Reviewers are often exclusively based on trails published in English. For example, among 36 meta-analyses reported in leading English-language general medicine journals from 1991 to 1993, 26 had restricted their search to studies in English language. Reviewers in other countries will published their work in local journals as well as English language journal if their results are positive while negative results will just be published in local journals. This is demonstrated for the German language literature when comparing articles published by the same author, 63% of trails published in English had produced significant results as compared to 35% of trails published in German. Thus bias could be introduced in meta-analyses exclusively based on English-language reports.(Figure 1.3) (Eddger,M. Dickersin, K. Smith,G, S 2001) Figure 1.3 (adapted from Egger et al.) Outcome reporting bias Reporting the outcome can be influenced by the results: the outcome with the most favorable findings will generally be reported. (Eddger,M. Dickersin, K. Smith,G, S 2001). The future of unbiased, systematic reviewing Reporting biases is potentially serious problem for systematic review. While the Cochrane Collaboration has a simple aim -help people to make well informed dicisions about healthcare-, there are many challenges that must be met to achieve this aim. Ethical and social challenges include finding ways to continue to build on enthusiasm while avoiding duplication and minimizing bias, to ensure sustainability and to accommodate diversity. Logistical challenges include finding ways to identify efficiently trails and manage criticisms and updates of reviews. Methodological challenges include developing sound guidelines for deciding what types of studies to include in reviews, effective ways of communicating the results of reviews and summarizing the strength of evidence for specific effects. (Eddger,M. Dickersin, K. Smith,G, S 2001). Conclusion and Summary points In summary, There are numerous ways in which bias can be introduced in reviews and meta-analysis of controlled clinical trials. All these biases are more likely to affect small studies therefore, their results need large treatment effect to be significant. On the other side, the large studies invest more money and time that means they are more likely to be high methodological quality and published even if their results are negative. Bias in a systematic review may become evident through an association between the size of the treatment effect and study size. Reliability and validity often not established within quality assessment instrument (Heather, 2009).If the methodological quality of trials is inadequate the findings of reviews of this materials may also be compromised. Publication bias can distort findings because trials with statically significant results are more likely to be published, and without delay, than trials without significant results. Among published trails, those w ith significant results are more likely to get published in English, more likely to be cited, and more likely to be published more than once which means that they will also be more likely to identified and included in reviews. The choice of the outcome that is reported can be influenced by the results. The outcome with the most favorable findings will generally be reported, which may introduced bias. Criteria for inclusion of studies into a review may be influenced by knowledge of the results of the set of potential studies. The definition of eligibility criteria for trails to be included, a comprehensive search for such tails, and an assessment of their methodological quality are central to systematic reviews. Systematic reviews are thus more likely to avoid bias than traditional, narrative reviews.(Eddger,M. Dickersin, K. Smith,G, S 2001) Nevertheless, the systematic review is a powerful research methodology which answers question on the the basis of good evidence and provides researchers with a valuable, impartial, comprehensive and up-to-date summary of the work conducted in a specific area.