Ethics in Grant Essay Example for Free

Ethics in Grant Essay Ethics is described as moral principles and obligations that determine the wrongness and correctness of actions. It is associated with values and righteousness of every individual conduct. As a human being we are responsible for our actions and we have moral obligations for the welfare of others. Ethics cover our everyday life from what we think, decisions we make our philosophy and behavior to our everyday actions. In different professional field, standard and code of ethics are practiced to ensure proper conduct and behavior of those involved in the field. Ethics in grant has always been controversial. Issues associated with ethical behavior often arise from grant projects. The involvement of large amount of money causes the issues and suspicion to rise. An example of an issue that may arise from a grant project is commissioning. Commission refers to the fee paid to an employee after venturing to a successful business or closing a deal. However, professional organizations and funders consider commissioning unethical in nature. This is because compensation with regards to commissioning based on charitable contributions and donations are ugly site to see. Unlike salesmen, who get a cut from the proceeds they made, professionals who are involved in grant projects are considered skilled and talented people who lend and utilized their expertise in order to obtain huge support and following for the work and project that an organization is aiming to achieve. These are usually projects that requires huge amount of funding. If commissions are paid in favor of the grant workers in order to generate money, it would seems people are working because of the money involved and not because of the dedication one has to obtain support for the completion of the project In fact, the Code of Ethical Principles and Standards of Professional Practices of the Association of Fundraising Professional, clearly outlines that compensation based on a percentage of fundraising should not be accepted. Sincerity and honesty is another issue that that is usually associated with Grant projects. Honesty comes into play when errors are committed while the project is being done. This happens when proposals made is not enough for the project to be successful and major changes are needed. Employees often resort to covering things up in an effort to conceal the miscalculations and mistakes done during proposal. Cover up is done because the fear of losing the funder since the original plans agreed upon fail to materialize. Employees then tend to lie and pretend everything runs smoothly. To prevent ethical issues rising from Grant Projects, it is important to be honest and to tell everything that that is going on to the funder. By being honest, one can earn the funder’s trust and trust is important in every project to be successful. Furthermore, Grant makers and funders appreciate sincerity and honesty and they are open to changes from original plans that have been set, since changes that are made will yield promising results for the project. If an error with the project has been discovered, it is necessary to report at once. Also, it would be ethical to issue an apology if things are not carried out properly as promised. With the huge sum of money involved in Grant Projects, it will be helpful for anyone to be honest in every little way to prevent ethical issues from occurring. Sincerity for the project’s completion and the responsibility one owes from the funder and from those who support the organization in building the project should make one realize the misconduct of falling into the temptation the large sum of money brings. One should understand that an arrangement in which one obtain a kickback is unethical. To preserve one’s name and his reputation as a person and professional one must keep away from doing them.

Effectiveness of Ivy Gourd Leaves Powder on Blood Glucose

Effectiveness of Ivy Gourd Leaves Powder on Blood Glucose CHAPTER-V DISCUSSION, SUMMARY, CONCLUSION, IMPLICATIONS, LIMITATION AND RECOMMENDATIONS This chapter deals with discussion, summary, and conclusion drawn. It also clarifies the limitation of the study, the implications and recommendations given for different areas of nursing practice, nursing education, nursing administration and nursing research. DISCUSSION Diabetes mellitus is a group of metabolic disorders characterized by hyperglycaemia resulting from defects in insulin secretion, insulin action or both (WHO). Diabetes has emerged as a major healthcare problem in India. It is estimated that 40 million persons with diabetes in India in 2007 and this number is predicted to rise to almost 70 million people by 2025. It is estimated that every fifth person with diabetes will be an Indian. The real burden of the disease is however due to its associated complications which lead to increased morbidity and mortality. Rapid urbanization and industrialization have produced advancement on the social and economic front in developing countries such as India which have resulted in dramatic lifestyle changes leading to lifestyle related diseases. This transition from a traditional to modern lifestyle, consumption of diets rich in fat and calories combined with a high level of mental stress has compounded the problem further.( International Diabetes Federation (IDF) 2007) The present study was designed to evaluate the effectiveness of Ivy gourd leaves powder administration in reduction of blood glucose level among type 2 diabetes mellitus patients. The data collected for the study were analysed statistically and discussed below based on the objectives. The sample size was 80. 1. Demographic variables of subjects on blood glucose level among type-2 diabetes mellitus patients The distribution of demographic variables of 80 subjects are as follows, majority 43(53.75per cent) are in the age group between 46 to 55 years, regarding sex majority 47 (58.75per cent) were to male, regarding religion 68(85per cent) believing in Hinduism, regarding educational status 53(66.25per cent) most of them are secondary and above qualified ,regarding occupation 47(58.75per cent) most of them are employed, and regarding family monthly income 41(51.25per cent) of them has an income between Rs.6501 and 7500 ,and related to marital status 75(93.75per cent)are married, related to type of family 53(66.25per cent) are living in nuclear family, regarding dietary pattern 76(95per cent) of them are non-vegetarian, related to un healthy practices of client 21(26.25per cent) of them has the bad habits of smoking, related to healthy life style practices 74(92.5per cent) had not following any healthy life style practices, regarding BMI 35(43.75per cent) of them are having BMI more than 2 7 related to family history 70(87.5per cent)of them had no significant family history and related to number of hospitalization due to illness 73(91.25per cent) has no history of hospitalization 2. The first objective of the study was to assess the pretest and post test blood glucose level among type-2 diabetes mellitus patients The findings of the present study revealed that most of the 80 subjects pretest fasting blood glucose level was above 151 mg/dl for 34(42.5 per cent). The pretest post prandial blood glucose level for 34(42.5 per cent) was upto170 mg/dl. On the 14th day post test fasting blood glucose value analysis shows that 42(52.5per cent) subjects has a blood glucose level upto 130. The post prandial blood glucose level for 69(83.75per cent) are in the range upto 170 mg/dl. On the 28th day post test fasting blood glucose level analysis shows that 67(83.75per cent) has a blood glucose level upto 130 mg/dl. The post prandial blood glucose level for 77(96.25 per cent) subjects was upto 170mg/dl. 3. The second objective of the study was to determine the effectiveness of Ivy gourd leaves powder administration on blood glucose level Dr. Julian Whitaker (2011) conducted a study on effectiveness of Ivy gourd in reduction of blood glucose at Rajasthan the results showed that in a double-blind, placebo-controlled clinical trial, 60 newly diagnosed type 2 diabetic subjects (not taking any medications for glucose control) received either 1,000 mg of Ivy gourd extract, or a placebo. Those taking Ivy gourd extract experienced better blood sugar control, with a 15.6 per cent decrease in fasting blood glucose level. Mean score of pretest fasting blood glucose level is 145.5 and mean score of pretest post prandial blood glucose level was 177.5. Mean score of 14th day post test fasting blood glucose level was 131.13 and mean 14th day post test post prandial blood glucose level was 157.88. Mean score of 28th day post test post prandial blood glucose level was 119.4 and post prandial blood glucose level was 144.11. The comparison of pretest fasting and 14th day post test fasting blood glucose level, the computed value of ‘t’ is 16.282 is significant at The comparison of pretest fasting and 28th day post test fasting blood glucose level, the computed value of ‘t’ is 20.794 is significant at The comparison of pretest post prandial and 14th day post test post prandial blood glucose level, the computed value of ‘t’ is 21.912 is significant at The comparison of pretest post prandial and 28th day post test post prandial blood glucose level, the computed value of ‘t’ is 28.183 is significant at The comparison of 14th day fasting and 28th day post test fasting blood glucose level, the computed value of ‘t’ is 11.961 is significant at The comparison of 14th day post prandial and 28th day post test post prandial blood glucose level, the computed value of ‘t’ is 11.961 is significant at The data shows that there is a significant reduction of blood glucose level after the administration of Ivy gourd leaves powder. The longer the period of administration of Ivy gourd shows more significant effectiveness in reduction of blood glucose level. Thus it reveals that the 28th day of administration of Ivy gourd is more significantly effective than the 14th day of administration of Ivy gourd leaves powder. 3.The third objective of the study was to associate the demographic variables with post test blood glucose level . Cruickshank (2007) stated that the global prevalence of diabetes for all age group is estimated to be 2.8%. Type-2 diabetes accounts for at least 90% of all diabetes worldwide. Diabetes incidence, prevalence and progression various by ethnic group. This review highlights unique aspects of risk of developing diabetes its overwhelming vascular complications and their management mainly using data among south-Asians and African-Caribbean’ in the United Kingdom data. It also concluded that although the origin of the ethnic difference in incidence need further clarification, many factors should be amenable to prevention and treatment in all ethnic groups worldwide. The chi-square was used to associate the level of post test blood glucose level with age, occupation, income, dietary pattern, family history of diabetes mellitus, life style practice, and BMI. There is no association between 28th day post test fasting and post prandial blood glucose level with selected demographic variables. Summary The study is conducted to determine the effectiveness of Ivy gourd (coccinia indicia) leaves powder administration on blood glucose level among type-2 diabetes mellitus patients in selected areas of coimbatore. The objectives of the study were To assess the pretest and post test blood glucose level among type 2 diabetes mellitus patients. To determine the effectiveness of Ivy gourd leaves powder administration in reduction of blood glucose level. To associate the selected demographic variables with post test blood glucose level. The study tested the following hypothesis There is a significant reduction in the blood glucose level of the type 2 diabetes mellitus after the administration of Ivy gourd leaves powder. The conceptual frame work adopted was Mr.Ludwig Von Bertalanff ‘General system theory (1968). The research design using for the study was quasi experimental, one group pretest post test only design. A house to house survey was done for selecting the sample. The sample size consisting of 80. The tool used for data collection consists of demographic variables test for clinical variables, test for clinical variables. The data collected for a period of 6 weeks. Descriptive and inferential statistics are used in statistical analysis Paired ‘t’ test used to determine the effectiveness of Ivy gourd leaves powder administration in blood glucose level .The study tested and accepted the hypothesis that there is a significant reduction in the blood glucose level. Major findings of the study In this study among 80 subjects, majority 43(53.75per cent) are in the age group between 46to 55 years, regarding sex majority 47 (58.75per cent) belongs to male, regarding religion 68(85per cent) believing in Hinduism, regarding educational status 53(66.25per cent) most of them are secondary and above qualified ,regarding occupation 47(58.75per cent) most of them are employed, and regarding family monthly income 41(51.25per cent) of them has an income between Rs.6501 and 7500 ,and related to marital status 75(93.75per cent)are married, related to type of family 53(66.25per cent) are living in nuclear family, regarding dietary pattern 76(95per cent) of them are non-vegetarian, related to un healthy practices of client 21(26.25per cent) of them has the bad habits of smoking, related to healthy life style practices 74(92.5per cent) had not following any healthy life style practices, regarding BMI 35(43.75per cent) of them are having BMI more than 27 related to family history 70(87.5per cent)of them had no significant family history and related to number of hospitalization due to illness 73(91.25per cent) has no history of hospitalization In this study fasting blood glucose level upto130mg/dl for 14 (17.5per cent) subjects, 131-150mg/dl for 32(40per cent) and remaining 34(42.5per cent) are in the range of Above 151 mg/dl. The pretest post prandial blood glucose level Upto170mg/dl for 34 (42.5 per cent) subjects, 171-185mg/dl for 21(26.25per cent) subjects and remaining 25(31.25per cent) are in the range Above 186. In this study the 14th day post test fasting blood glucose level upto130 mg/dl for 42 (52.5 per cent) subjects, 131-150 mg/dl for 31 (38.75per cent) and remaining 7 (8.75 per cent) are in the range of Above 151 mg/dl. The 14th day post test post prandial blood glucose level upto170 mg/dl for 69 (86.25 per cent) subjects, 171-185 mg/dl for 21 (26.25 per cent) subjects. The 28th day post test fasting blood glucose level upto130 mg/dl for 67 (83.75 per cent) subjects and 131-150 mg/dl for 13 (16.25 per cent) and the 28th day post test post prandial blood glucose level upto170 mg/dl for 77 (96.25 per cent) subjects and 171-185mg/dl for 3 (3.75 per cent) subjects. In this study there was a significant difference between the pretest and post test blood glucose level. Mean score of pretest fasting blood glucose level is 145.5and 14th day post test fasting blood glucose level is 131.13. Mean score of pretest post prandial blood glucose level was 177.5 and 14thday post test post prandial blood glucose level is 157.8, and compared with paired ‘t’ test it shows that it was statistically significant. Mean score of pretest fasting blood glucose level is 145.5 and mean score of pretest post prandial blood glucose level was 177.5. Mean score of 14th day post test fasting blood glucose level was 131.13 and mean 14th day post test post prandial blood glucose level was 157.88. Mean score of 28th day post test post prandial blood glucose level was 119.4 and post prandial blood glucose level was 144.11. The comparison of pretest fasting and 14th day post test fasting blood glucose level, the computed value of ‘t’ is 16.282 is significant at The comparison of pretest fasting and 28th day post test fasting blood glucose level, the computed value of ‘t’ is 20.794 is significant at The comparison of pretest post prandial and 14th day post test post prandial blood glucose level, the computed value of ‘t’ is 21.912 is significant at The comparison of pretest post prandial and 28th day post test post prandial blood glucose level, the computed value of ‘t’ is 28.183 is significant at The comparison of 14th day fasting and 28th day post test fasting blood glucose level, the computed value of ‘t’ is 11.961 is significant at The comparison of 14th day post prandial and 28th day post test post prandial blood glucose level, the computed value of ‘t’ is 11.961 is significant at There is no association between 28th day post test fasting and post prandial blood glucose level with selected demographic variables Conclusion Consuming Ivy gourd leaves powder is an effective, feasible, low cost method to decrease the blood glucose level. It can be used as a home remedy for the treatment of type-2 diabetes mellitus. The findings of the study are consistent with the literature and have support from the studies conducted in India and in the world. Based on the method of sample selection and support from many studies conducted throughout the world, the findings may be generalized to individuals with type 2 diabetes mellitus. The study findings provides the statistical evidence which clearly indicates that Ivy gourd is one of the best therapy to lower blood glucose level. Implications Nursing is a dynamic process, which involves quality based practice, scientific body of knowledge and dissemination of research knowledge into practice. Nurses can incorporate the Ivy gourd as one of the excellent herbal therapy for effective management of type 2 diabetes mellitus in adults. The present study findings have several implications in Nursing practice, Nursing Education, Nursing Research and Nursing Administration. Nursing practice : The nurses working in the community setting should practice the use of low cost, effective, acceptant therapy as an integral part of their profession. The present study showed that most of the patient with type 2 diabetes had high high blood glucose level. Nurses should initiative in introducing the practice of low cost preparation of Ivy gourd powder in the community setting. The proper dissemination of low cost, effective, acceptant therapy is essential. The nurses should place the health in hands of people especially the adults. Nursing education The nursing education can provide education to the nursing personnel to update their knowledge on the alternative methods of treatment like Ivy gourd leaves powder and its valuable benefits to the patients. The nurse educator can create awareness about the therapeutic benefit of Ivy gourd leaves powder. The nurse educator may include Ivy gourd leaves powder as a means of herbal therapy in the curriculum, its effect in health and wellness which can be adopted by the students and the nursing personnel too. Nursing administration Leaders in nursing practice should take active part in recommending the low cost herbal remedies and illuminate the effectiveness of it to the policy makers to introduce in the community at large scale. The nurse administrators have to undertake the health needs of the most vulnerable by effective organization and management. Nursing research Study will serve as a valuable reference and pathway for further researchers. The findings of the study would help to expand the scientific body of professional knowledge from which further researcher can be conducted. Administration of Ivy gourd leaves powder may be studied more significantly and used as specific nursing intervention. Limitations The intervention was given only for 28 days. In present study control group was not included. Persons who had diabetes for more than 6 months were excluded. Higher blood glucose levels were not included. Recommendations A similar study can be replicated with control group and experimental group A similar study can be conducted with different dose and different way of supplement to reduce the blood glucose level A study can be conducted with large number of samples. Long term effect of Ivy gourd leaves powder can be done by administering for a long period and compare with Hba1c levels A comparative study can be done with peoples of different blood glucose level.

FIFA Corruption Essays -- world cup, ethics committe, presidents

Fifa has made  £1,200,000,000 per year from sponsors, television and the World Cup. Fifa’s latest financial amount over the four years to the end of 2010 show the organisation has earned more than four billion. That's an increase of fifty-nine percent over the previous four year stretch which included the World Cup in Germany (BBC, pars. 1). Its broadcast rights and marketing which are leading the boom of course, and Fifa is riding the wave that's thrown the Premier League skywards too (BBC, pars. 2). Fifa has banked $631m to its reserves, which now stand at $1.2 billion (BBC, pars. 3). Fifa says of the money it raised, seventy percent was ploughed back into the game by staging tournaments and investing in projects. Fifa put $794m into football development, including its 'Goal' and 'Win in Africa' projects (BBC, pars. 4). More than $350m has been handed out to the member FAs, under what's called the Financial Assistance Programme (BBC, pars. 5) FIFA was first created in the year 1904 and since then they have a long history about how soccer became a worldwide sport. The history of FIFA begins after an international soccer match played between France and Belgium, taking place in Brussels, Belgium on 1 May, 1904. The French and Belgium soccer players decided that it would be a good idea to create a soccer association to make rules of soccer.So they created the Federation Internationale de Football Association (FIFA) which is now one of the most famous football associations in the world. FIFA was founded in the rear of the headquarters of the Union Franà §aise de Sports Athlà ©tiques at the Rue Saint Honorà © 229 in Paris on 21 May 1904(CFH, pars. 1). The Fà ©dà ©ration Internationale de Football Association(FIFA) was named by the French d... ...History of Fifa† FIFA.com, Web. 18 Feb. 2014 Hughes, Rob. â€Å"One by One , Those Atop FIFA Are Falling† The New York Times, Web. 7 Feb. 2014 â€Å"History of FIFA-More associations follow† FIFA.com, Web. 18 Feb. 2014 Tannenwald, Jonathan. â€Å"FIFA's Sepp Blatter Qatar won 2022 World Cup bid with political influence† Philly Sports, Web. 7 Feb. 2014 â€Å"Fifa Origin† Essoccer.com, Web. 17 Feb. 2014 â€Å"Fifa History† Essocer.com, Web. 17 Feb. 2014

Thomas Jefferson: The Man, The Myth, and The Morality :: History

Thomas Jefferson: The Man, The Myth, and The Morality Thomas Jefferson was a man of the greatest moral character who has been excoriated routinely over the last 30 years by historical revisionists and presentists. His commitment to America and his vast contributions to the framing of society as it is today are overlooked in favor of base analysis of his character that, while not flawless, is that of a morally upright person who has deeply held convictions and lives by them. Jefferson was born to a prominent family of Virginia tobacco growers. Plantation life is based largely around the work of slaves, so Jefferson was surrounded by them from the time of his birth in 1743 until the day he died. One of the harshest criticisms of Jefferson comes from the fact that, while he vehemently opposed slavery, was indeed a slave owner himself. As historian Douglas L. Wilson points out in his Atlantic Monthly article â€Å"Thomas Jefferson and the Character Issue†, the question should be reversed: â€Å"...[T]his was of asking the question... is essentially backward, and reflects the pervasive presentism of our time. Consider, for example, how different the question appears when inverted and framed in more historical terms: How did a man who was born into a slave holding society, whose family and admired friends owned slaves, who inherited a fortune that was dependent on slaves and slave labor, decide at an early age that slavery was morally wrong and forcefully declare that it ought to be abolished?† (Wilson 66). Wilson also argues that Jefferson knew that his slaves would be better off working for him than freed in a world where they would be treated with contempt and not given any real freedoms. Another way that Thomas Jefferson shows his moral character is in his most famous achievement, the drafting of the Declaration of Independence. This document is probably the most important document in the history of the United States, and one of the most important in the history of the world. Jefferson writes that â€Å"all men are created equal† and argues that every man has the right to â€Å"life, liberty, and the pursuit of happiness.† Jefferson’s document shows not only his strongly held beliefs in freedom, but his acceptance of and belief in the views of the Age of Reason. He believed himself to be a person who was doing what was morally right, not for the fame that would eventually accompany it. Thomas Jefferson: The Man, The Myth, and The Morality :: History Thomas Jefferson: The Man, The Myth, and The Morality Thomas Jefferson was a man of the greatest moral character who has been excoriated routinely over the last 30 years by historical revisionists and presentists. His commitment to America and his vast contributions to the framing of society as it is today are overlooked in favor of base analysis of his character that, while not flawless, is that of a morally upright person who has deeply held convictions and lives by them. Jefferson was born to a prominent family of Virginia tobacco growers. Plantation life is based largely around the work of slaves, so Jefferson was surrounded by them from the time of his birth in 1743 until the day he died. One of the harshest criticisms of Jefferson comes from the fact that, while he vehemently opposed slavery, was indeed a slave owner himself. As historian Douglas L. Wilson points out in his Atlantic Monthly article â€Å"Thomas Jefferson and the Character Issue†, the question should be reversed: â€Å"...[T]his was of asking the question... is essentially backward, and reflects the pervasive presentism of our time. Consider, for example, how different the question appears when inverted and framed in more historical terms: How did a man who was born into a slave holding society, whose family and admired friends owned slaves, who inherited a fortune that was dependent on slaves and slave labor, decide at an early age that slavery was morally wrong and forcefully declare that it ought to be abolished?† (Wilson 66). Wilson also argues that Jefferson knew that his slaves would be better off working for him than freed in a world where they would be treated with contempt and not given any real freedoms. Another way that Thomas Jefferson shows his moral character is in his most famous achievement, the drafting of the Declaration of Independence. This document is probably the most important document in the history of the United States, and one of the most important in the history of the world. Jefferson writes that â€Å"all men are created equal† and argues that every man has the right to â€Å"life, liberty, and the pursuit of happiness.† Jefferson’s document shows not only his strongly held beliefs in freedom, but his acceptance of and belief in the views of the Age of Reason. He believed himself to be a person who was doing what was morally right, not for the fame that would eventually accompany it.

Invisible Man Essay: Shedding Fear -- Invisible Man Essays

Shedding Fear in Invisible Man      Ã‚  Ã‚   Invisible Man, by Ralph Ellison explores the issues of life, liberty, and the pursuit of happiness through the protagonist; Invisible Man. Invisible Man is not giving a name.   Ellison explores how unalienable rights cannot be obtained without freedom from the obstacles in life - especially from one's own fears.    Several major characters affect the protagonist. One of the major characters is Dr. Bledsoe, who is the president of the school.   Dr. Bledsoe had a major effect on the main character, because the Protagonist idolizes him.   "He was every thing that I hope to be," (Ellison 99), but the Dr. Bledsoe degrades him when we says "Why, the dumbest black bastard in the cotton patch knows that the only way to please a white man is to tell him a lie" (Emerson 137) and calls him a Nigger.   In addition, the Protagonist grandfather had a major effect on him.      The Protagonist's grandfather last word, "Live in the Lions mouth" (Ellison 16) has a lasting effect on him throughout most of the novel.   Finally and most important, Ras the Destroyer, whom the Protagonist fears whom along with Dr. Bledsoe in a separate encountering calls him "a educated fool" (Ellison 140).      The first encounter of the Protagonist own fears is introduce when his grandfather' s tells the Protagonist to go against the white man by "overcome 'em with yeses" (Emerson 16).   These words haunts the Protagonist when he is kicked out getting kicked out of college.   When Dr. Bledsoe kicks him out of college, the Protagonist reflects on his grandfather last words "undermine 'em with grins, agree 'em to death^"(Emerson 16).   For a moment, the Protagonist wonders if his grandfather might be right.   Howev... ...ld not let him rest.   He states that "I'm an invisible man and it placed me in a hole- or showed me the hole I was in^."(Ellison Epilogue).   This is an effective metaphor, because that is where life left him.   As stated by a German Philosopher, Friedrich Nietzsche, "A snake that does not shed its skin will perish".   The Protagonist realized he must shed his metaphorical skin of fear and denial of being a Negro in order to obtain his unalienable which are rights of life, liberty, and the pursuit of happiness.   The freedom he obtains through shedding his skin is that he knows he is free to be himself without the fear of not being accepted.    Works Cited Ellison, Ralph.   The Invisible Man.   New York, Vintage Books Latu, Susan.   School Web Site.   1998.   Phillips, Elizabeth C.   "Monarch Notes" Ralph Ellison Invisible Man.   New York, Monarch      

Brand alliance Essay

The desired outcome of a brand alliance is to increase each other brand’s equity. Some of the examples could be as follows: â€Å"Two companies pool their resources to co-brand, with the idea that the new product can enjoy a unique positioning or two manufacturer’s pool resources to develop a promotional campaign featuring both brands. † (Samu, Krishnan ; Smith, 1999, p. 57). In general, brand alliances carry along great benefits but at same time ome inevitable risk. Well-established alliance is a powerful tool that can help to promote, to specify, to enrich, and to increase the brand value. Good example for increasing the brand value is brand alliance of PorscheDesign and Adidas, where PorscheDesign clearly raises the image of Adidas and on other hand PorscheDesign has more presence and can sell its products in many lucrative locations. (Adidas Annual report, 2009). Brand alliances are used at times of prosperity as well as in times when the brand suffers; they may serve as a driver for a brand to regain its market position. Wrong arketing strategies can ruin the attractiveness and image of a brand and successful brand alliance can revitalize them. According to (Samu et al. , 1999, p. 57) â€Å"A new brand might partner with an established brand to build a stronger presence for a specific usage occasion†. If one of the brands has very good image and brand equity, it is likely that customers will perceive the partner brand with similar attitude. This strategy is risky and can harm the stronger company. The risk factor can be lowered by extensive market analysis that can reveal some of the unfavourable issues for the xact brand alliance. A common practice for possible alliance partners is creation of an exit strategy. That allows companies react quickly if some of the planned outcomes goes wrong or in other direction than planned. (Melvin Prince ; Mark Davies, 2002) Very common reason for creation of brand alliance is a launch of a new product. It serves as a great advertising tool because it drags attention. New product is associated with some extraordinary brand, which creates a message for consumers. A successful example of brand alliances to promote new product launch where two trong brands allied and which worked perfectly was Range Rover and Victoria Beckham. The outcome was the new model line of Range Rover, Evoque. Targeted mainly at female customers, sales growth rose significantly after the introduction of Victoria Beckham’s special luxury edition. Even though the actual limited edition was produced only in small volumes, it created great deal of exclusivity for the new product. Associating the new model with Victoria Backham and creating a well- managed advertising campaign led to a successful launch of the new model line crowned by many design awards. About Land Rover, 2012). . Analysis of Successful Factors in Brand Alliance 3. 1 Successful Factors Before going deeply in the analysis, it is important to understand in theory the successful factors behind a brand alliance and their effects on consumer attitudes. while the effects they produce are the independent variables. While engaging in an alliance, it is fundamental for companies to work on the successful factors in order to produce and maintain the positive effects while reducing the negative ones

Sociological perspectives

I have been observing the political events of many countries as they unfold. Among the most fascinating of all was that in Kenya, a country in Africa which drew attention of the whole world after being highlighted as a result of the post election violence. I watched the campaign rallies as they were captured by the TV stations that were mainly dominated by three political parties; the Orange Democratic Movement (ODM), the Party of National Unity (PNU) and Orange Democratic Movement of Kenya (ODM – K). I then focused on the whole country as a social system and finally narrowed down my observation to the close competitors who eyed for the presidential seat( http://video. google. com/videoplay? docid=-8434875422533573659 ) This paper examines all my observations as pertaining to the above highlighted situation through ‘a sociologist eyes'. As I watched the campaign rallies, I noticed that among the major political parties, there were common agenda. This were poverty reduction, job creation, fight against tribalism and inequality. In my quest to know more about the reason behind having common agendas, I realized that this country was stratified into different groups based on tribes, religious background and economic status. Economically, there were two major groups, the poor and the rich. The poor blamed the rich for accumulating large amounts of wealth through corrupt deals. They pointed out some major scandals that led to poor economic growth which resulted to increased poverty in the country. Examples of such corruption scandal include the â€Å"golden berg† and the â€Å"Anglo leasing†. The poor claimed that they were exploited by the rich, a situation that they said led to marginalization of some people and widened the gap between rich and the poor. The rich were supporting the political regime that existed at that time and they supported President Mwai Kibaki whom they said was the best president that people should support if they intend to achieve a high economic growth rate. Of course these were the owners of means of production and they intended to maximize on increasing their wealth. The poor were supporting Mr. Odinga who unveiled his plan to reduce poverty and inequality – something that the wealthy class in the country termed as a threat to investment( http://video. google. com/videoplay? docid=-4385739074127652954 ) These two groups divided the country's population into two antagonistic groups and initiated conflict between themselves. The campaign took a different dimension when two tribes in this country came came out to out do each other and muscle out their way to compeat for the prestigious political position, the presidency. These tribes included Kikuyu and the Luo(http://video. google. com/videoplay? docid=6778777698786778125) As a result a debate for introduction of â€Å"Majimbo system† what can be referred to a Federal government came up. The two groups were once in another conflict since those behind PNU did not support a Majimbo government while those behind ODM and ODM -Kenya did( http://video. google. com/videoplay? docid=-5553237563976614777&q=kenya+politics+on+tv-+kibaki+and+raila&total=22&start=10&num=10&so=2&type=search&plindex=5&hl=en . As the election neared, another conflict came up. This time round, it was the Muslim community versus the Christian community where the Muslims wanted to get freedom to exercise their Sharia Laws. They claimed that they were never given freedom like the Christians who are the majority in the country. The Muslims therefore chose to support the ODM leader, Raila who had promised to address their grievances. The Christians rejected Mr. Raila ‘s proposal and threatened to demand their Christian laws to be enacted into state laws if the Muslims were given that â€Å"Special treatment† ( http://video. google. om/videoplay? docid=-1185250696841707886 This reminded me of the social conflict theory which holds that no society can exist without conflict (http://www. allfreeessays. com/student/Consensus_Conflict_Perspectives_in_social_theory. html ) As I watched the political campaigns, it was clear that these political leaders wanted to create a positive image of themselves in order to win many votes. In the â€Å"Front stageâ⠂¬  as Erving Goffman calls it in his theory of impression management or dramatical approach to social interaction, they gave all sorts of good promises. They promised to create jobs, reduce poverty, fight tribalism and inequality. In the â€Å"backstage† they would go to their tribes and call for their support, promise their tribes how they would benefit more than the other Kenyans and how they will appoint people from their tribes in government offices, something which was contrary to what they were promising the citizens in general. Challenging each other in political arenas and their respective credentials further worsened the relationship between the â€Å"actors† When chaos erupted in the country and things seemed to run out of control, the former UN Secretary General, MR. Koffi Annan together with Graca Machele and Benjamin Mkapa led Mediation talks. The two political leaders, Mr. Odinga and President Kibaki appeared in Televisions as a way to inform the Kenyans that they were not enemies and were working together to put things in place. This was just a â€Å"front stage† since later on they both accused each other for what was happening in the country and clearly brought out a good picture of the ‘back stage'. These kind of actions by Mr. Odinga and President Kibaki is what Goffman said was analogously equated to theoretical drama. In this case, Mr. Odinga and President Kibaki together with their close supporters were the actors while Kenyans became the audience. This is the theory of symbolic interaction ism(Herman N, Reynolds L, pp. 76) Kenya is a society that is made up of individuals and groups of people who interact with each other and espouse a sense of ‘we feeling'. They share many things in common including laws, the presidency among others and they all work together to improve their welfare and the country as a whole. Within the system there are sub systems which include political system, religious system, education and economic system among others. All these have a function to perform in order to ensure the social system functions properly. It is important to note that all societies consist of social structures which play different roles but must depend on one another. In the case for Kenya, the disputed election results led to chaos. This paralyzed all sectors of the economy. Many families were forced to break especially where the Luo intermarried with the Kikuyu. This was a state of anarchy and anomie that led to high levels of insecurity and deaths of thousands of innocent Kenyans. All learning institutions were closed down churches were burnt down and in general there was social disorganization in the country. All structures that bond Kenya as a society were weakened and if it were not for the mediation talks led by the international society Kenya would have been torn apart. I observed it and the theory of structural functionalism crossed my mind. According to the structural functionalism school of thought, any society comprises of social structures. These social structures play specialized and important functions that bind the members of the society together. (Robinson W, pp 314)