LEGISLATION IS INTRODUCED TO PROTECT UNMARRIED COHABITANTS Essay

LEGISLATION IS INTRODUCED TO PROTECT UNMARRIED COHABITANTS - Essay Example Under the Children Act 1989, an unmarried mother has the sole parental responsibility over her children however this was amended under the Adoption and Children Act 2002 where parental responsibility shall be acquired by the father if he is registered as the child’s father; there is a parental responsibility agreement; or when the court orders that he shall have parental authority upon his application.  Under the Children Act 1989, an unmarried mother has the sole parental responsibility over her children however this was amended under the Adoption and Children Act 2002 where parental responsibility shall be acquired by the father if he is registered as the child’s father; there is a parental responsibility agreement; or when the court orders that he shall have parental authority upon his application.   The legislative pronouncement protecting cohabitation may be used by couples who are prescribed by law to marry by reason of legal impediment or public policy to cir cumvent the law. A case in point is B & L v the United Kingdom where a parent-in-law is prohibited from marrying their child-in-law unless both had reached aged 21 and both their respective spouses had died. B was L’s father-in-law, and they wished to marry. L’s son treated his grandfather, B, as ‘Dad’. However, upon application to the European Court of Human Rights (ECHR), it was ruled that the prohibition violates the right to marry notwithstanding its laudable and legitimate aim of protecting the family and any children of the couple. The prohibition was based primarily on tradition and considering the same situation, no legal prohibition exists when the couple would engage in an extra-marital relationship.   In fine, there are enough laws to protect the interest of unmarried cohabitants. They must only be vigilant in protecting their rights and interests so that they may not be unduly deprived of their rights and interests.... Under the Children Act 1989, an unmarried mother has the sole parental responsibility over her children however this was amended under the Adoption and Children Act 2002 where parental responsibility shall be acquired by the father if he is registered as the child’s father; there is a parental responsibility agreement; or when the court orders that he shall have parental authority upon his application.  Under the Children Act 1989, an unmarried mother has the sole parental responsibility over her children however this was amended under the Adoption and Children Act 2002 where parental responsibility shall be acquired by the father if he is registered as the child’s father; there is a parental responsibility agreement; or when the court orders that he shall have parental authority upon his application.   The legislative pronouncement protecting cohabitation may be used by couples who are prescribed by law to marry by reason of legal impediment or public policy to cir cumvent the law. A case in point is B & L v the United Kingdom where a parent-in-law is prohibited from marrying their child-in-law unless both had reached aged 21 and both their respective spouses had died. B was L’s father-in-law, and they wished to marry. L’s son treated his grandfather, B, as ‘Dad’. However, upon application to the European Court of Human Rights (ECHR), it was ruled that the prohibition violates the right to marry notwithstanding its laudable and legitimate aim of protecting the family and any children of the couple. The prohibition was based primarily on tradition and considering the same situation, no legal prohibition exists when the couple would engage in an extra-marital relationship.   In fine, there are enough laws to protect the interest of unmarried cohabitants. They must only be vigilant in protecting their rights and interests so that they may not be unduly deprived of their rights and interests. Any legislation that would be enacted would put the cohabitation relationship at par with marriage and civil partnership is a mockery to the institutions. It would further erode marriage and civil partnership and from the growing number of couples choosing to cohabit without the benefit of marriage or civil partnership, it is marriage and civil partnership that need protection. Unmarried cohabitation should be left alone to give the parties freedom to choose but they cannot invoke protection as this is a direct assault on the institutions of marriage and civil partnership.  

Hobby and Outdoor Pursuits Essay Example for Free

Hobby and Outdoor Pursuits Essay Please help improve this article by adding citations to reliable sources. (help, get involved! ) Any material not supported by sources may be challenged and removed at any time. This article has been tagged since June 2006. A hobby-horse was a wooden or wickerwork toy made to be ridden just like the real hobby. From this came the expression to ride ones hobby-horse, meaning to follow a favourite pastime, and in turn, hobby in the modern sense of recreation. Hobbies are practised for interest and enjoyment, rather than financial reward. Examples include collecting, creative and artistic pursuits, making, tinkering, sports and adult education. Engaging in a hobby can lead to acquiring substantial skill, knowledge, and experience. However, personal fulfillment is the aim. What are hobbies for some people are professions for others: a game tester may enjoy cooking as a hobby, while a professional chef might enjoy playing (and helping to debug) computer games. Generally speaking, the person who does something for fun, not remuneration, is called an amateur (or hobbyist), as distinct from a professional. An important determinant of what is considered a hobby, as distinct from a profession (beyond the lack of remuneration), is probably how easy it is to make a living at the activity. Almost no one can make a living at cigarette card or stamp collecting, but many people find it enjoyable; so it is commonly regarded as a hobby. Amateur astronomers often make meaningful contributions to the professionals. It is not entirely uncommon for a hobbyist to be the first to discover a celestial body or event. In the UK, the pejorative noun anorak (similar to the Japanese otaku, meaning a geek or enthusiast) is often applied to people who obsessively pursue a particular hobby that is considered boring, such as train spotting or stamp collecting. [edit] Development of hobbies into other ventures Whilst some hobbies strike many people as trivial or boring, hobbyists have found something compelling and entertaining about them (see geek). Much early scientific research was, in effect, a hobby of the wealthy; more recently, Linux began as a students hobby. A hobby may not be as trivial as it appears at a time when it has relatively few followers. Thus a British conservationist recalls that when seen wearing field glasses at a London station in the 1930s he was asked if he was going to the (horse) races. [citation needed] The anecdote indicates that at the time an interest in nature was not widely perceived as a credible hobby. Practitioners of that hobby went on to become the germs of the conservation movement that flourished in Britain from 1965 onwards and became a global political movement within a generation. Conversely, the hobby of aircraft spotting probably originated as part of a serious activity designed to detect arriving waves of enemy aircraft entering English airspace during World War II. [citation needed] In peacetime it clearly has no such practical or social purpose. Types of hobbies Collecting The hobby of collecting consists of acquiring specific items based on a particular interest of the collector. These collections of things are often highly organized, carefully cataloged, and attractively displayed. Since collecting depends on the interests of the individual collector, it may deal with almost any subject. The depth and breadth of the collection may also vary. Some collectors choose to focus on a specific subtopic within their area of general interest: for example, 19th Century postage stamps, milk bottle labels from Sussex, or Mongolian harnesses and tack. Others prefer to keep a more general collection, accumulating Star Trek merchandise, or stamps from all countries of the world. Some collections are capable of being completed, at least to the extent of owning one sample of each possible item in the collection (e. g. copy of every book by Agatha Christie). Collectors who specifically try to assemble complete collections in this way are sometimes called completists. Upon completing a particular collection, they may stop collecting, expand the collection to include related items, or begin an entirely new collection. The most popular fields in collecting have specialized commercial dealers that trade in the items being collected, as well as related accessories. Many of these dealers started as collectors themselves, then turned their hobby into a profession. There are some limitations on collecting, however. Someone who has the financial means to collect stamps might not be able to collect sports-cars, for example. One alternative to collecting physical objects is collecting experiences of a particular kind. Examples include collecting through observation or photography (especially popular for transportation, e. g. train spotting, aircraft spotting, metrophiles, bus spotting; see also I-Spy), bird-watching, and systematically visiting continents, countries, states, national parks, counties etc. Games [pic] [pic] Card game, 1895. A game is a structured or semi-structured recreational activity, usually undertaken for enjoyment (although sometimes for physical or vocational training). A goal that the players try to reach and a set of rules concerning what the players can or cannot do create the challenge and structure in a game, and are thus central to its definition. Known to have been played as far back as prehistoric times, games are generally distinct from work, which is usually carried out for remuneration. Because a wide variety of activities are enjoyable, numerous types of games have developed. What creates an enjoyable game varies from one individual to the next. Age, understanding (of the game), intelligence level, and (to some extent) personality are factors that determine what games a person enjoys. Depending on these factors, people vary the number and complexity of objectives, rules, challenges, and participants to increase their enjoyment. Games generally involve mental and/or physical stimulation. For this reason, they are beneficial after a large meal or a long and tedious task, but counterproductive if played immediately before sleeping. Many games help develop practical skills and serve as exercise or perform an educational, simulational or psychological role. Outdoor recreation Outdoor pursuits can be loosely considered to be the group of sports and activities which are dependent on the great outdoors, incorporating such things as hill walking, trekking, canoeing, kayaking, climbing, caving, and arguably broader groups such as watersports and snowsport. While obviously enjoyed by many as a bit of fun, an adrenaline rush, or an escape from reality, outdoor sport is also frequently used as an extremely effective medium in education and teambuilding. It is this ethos that has given rise to links with young people, such as the Duke of Edinburghs Award and PGL, and large numbers of outdoor education centres being established, as the stress on the importance of a balanced and widespread education continues to grow. Depending on the persons desired level of adrenaline, outdoors can be considered a type of hobby. As interest increases, so has the rise of commercial outdoor pursuits, with outdoor kit stores opening up in large numbers and thriving, as well as outdoor pursuits journalism and magazines, both on paper (for example Trail [1]), and online (such as Eclipse Outdoor [2]). The increased accessibility of outdoor pursuits resources has been the source of some negative publicity over the years also, with complaints of destroying the landscape. A widely-seen example is the destruction of hillsides as footpaths are eroded by excessive numbers of visitors. Creative Hobbies Some hobbies result in an end product of sorts. Examples of this would be woodworking, software projects, artistic projects, creating models out of card or paper called papercraft up to higher end projects like building or restoring a car, or building a computer from scratch. While some of these may just be for the enjoyment of the hobbyist, there have been instances where it has come into demand at the request of friends or passerbys observing said project. At this point it has the potential to become a small business. Cooking Cooking is an act of preparing food for eating. It encompasses a vast range of methods, tools and combinations of ingredients to improve the flavour or digestibility of food. It generally requires the selection, measurement and combining of ingredients in an ordered procedure in an effort to achieve the desired result. Constraints on success include the variability of ingredients, ambient conditions, tools and the skill of the individual cooking. The diversity of cooking worldwide is a reflection of the myriad nutritional, aesthetic, agricultural, economic, cultural and religious considerations that impact upon it. Cooking requires applying heat to a food which usually, though not always, chemically transforms it, thus changing its flavor, texture, appearance, and nutritional properties. Cooking proper, as opposed to roasting, requires the boiling of water in a receptacle, and was practiced at least since the 10th millennium BC with the introduction of pottery. There is archaeological evidence of roasted foodstuffs, both animal and vegetable, in human (Homo erectus) campsites dating from the earliest known use of fire some 800,000 years ago. [citation needed] [edit] Gardening Gardening is the art of growing plants with the goal of crafting a purposeful landscape. Residential gardening most often takes place in or about a residence, in a space referred to as the garden. Although a garden typically is located on the land near a residence, it may also be located in a roof, in an atrium, on a balcony, in a windowbox, or on a patio or vivarium. [pic] [pic] A gardener Gardening also takes place in non-residential green areas, such as parks, public or semi-public gardens (botanical gardens or zoological gardens), amusement and theme parks, along transportation corridors, and around tourist attractions and hotels. In these situations, a staff of gardeners or groundskeepers maintains the gardens. Indoor gardening is concerned with the growing of houseplants within a residence or building, in a conservatory, or in a greenhouse. Indoor gardens are sometimes incorporated as part of air conditioning or heating systems. Water gardening is concerned with growing plants adapted to pools and ponds. Bog gardens are also considered a type of water garden. These all require special conditions and considerations. A simple water garden may consist solely of a tub containing the water and plant(s).

Covert Control in Jane Smileys A Thousand Acres Essay -- Smiley Thous

Covert Control in A Thousand Acres Though there are instances of overt control and destruction performed by the patriarchy upon both women and nature, the most pervasive forms the Apollonian controlling impulse takes, are covert. What Ginny says about Larry, also goes for the system of which he is the ultimate signifier: "I feel like there's treacherous undercurrents all the time. I think I'm standing on solid ground, but then I discover that there's something moving underneath it, shifting from place to place."(104). The most striking example of this, is of course the secret of the incest. But throughout the novel, there is an interplay of social imperatives and individual expression, a power struggle of discourses. This struggle is hidden under a shiny hard surface maintained by patriarchal control, as when Jess left for Canada to avoid the draft and "slipped into the category of the unmentionable" (6), or in Ty's own desires having to be "camouflaged with smiles and hopes and patience" until he becomes his own mask; "casting no shadow, radiating no heat" (306). As signified by the motif of the tiles, and its many metaphoric implications, the community that Ginny lives in, especially her family, is ruled by a network of masks concealing the real motivations of people. For Ginny, this is even internalized into her understanding of her own body as layered with meaning: I seemed, on the surface, to be continually talking to myself, giving myself instructions or admonishments, asking myself what I really wanted, making comparisons, busily working my rational faculties over every aspect of Jess and my feelings for him as if there were actually something to decide. Beneath this voice, flowing more sweetly, was t... ... semiotic, even that has been contaminated by the poison of Apollonian control. This covert control -in farming, capitalism, and discourse- is part and parcel of the land and its people, and it always has been: "You [Ty, but by implication everybody in this system] see this grand history, but I see blows. I see taking what you want because you want it, then making something up that justifies what you did. I see getting others to pay the price, then covering up and forgetting what the price was. Do I think Daddy came up with beating and fucking us on his own?[...] No. I think he had lessons, and those lesons were part of the package, along with the land and the lust to run things exactly the way he wanted to no matter what, poisoning the water and destroying the topsoil and buying bigger and bigger machinery..." (342-343) Destroying the poison jar may be futile. Covert Control in Jane Smiley's A Thousand Acres Essay -- Smiley Thous Covert Control in A Thousand Acres Though there are instances of overt control and destruction performed by the patriarchy upon both women and nature, the most pervasive forms the Apollonian controlling impulse takes, are covert. What Ginny says about Larry, also goes for the system of which he is the ultimate signifier: "I feel like there's treacherous undercurrents all the time. I think I'm standing on solid ground, but then I discover that there's something moving underneath it, shifting from place to place."(104). The most striking example of this, is of course the secret of the incest. But throughout the novel, there is an interplay of social imperatives and individual expression, a power struggle of discourses. This struggle is hidden under a shiny hard surface maintained by patriarchal control, as when Jess left for Canada to avoid the draft and "slipped into the category of the unmentionable" (6), or in Ty's own desires having to be "camouflaged with smiles and hopes and patience" until he becomes his own mask; "casting no shadow, radiating no heat" (306). As signified by the motif of the tiles, and its many metaphoric implications, the community that Ginny lives in, especially her family, is ruled by a network of masks concealing the real motivations of people. For Ginny, this is even internalized into her understanding of her own body as layered with meaning: I seemed, on the surface, to be continually talking to myself, giving myself instructions or admonishments, asking myself what I really wanted, making comparisons, busily working my rational faculties over every aspect of Jess and my feelings for him as if there were actually something to decide. Beneath this voice, flowing more sweetly, was t... ... semiotic, even that has been contaminated by the poison of Apollonian control. This covert control -in farming, capitalism, and discourse- is part and parcel of the land and its people, and it always has been: "You [Ty, but by implication everybody in this system] see this grand history, but I see blows. I see taking what you want because you want it, then making something up that justifies what you did. I see getting others to pay the price, then covering up and forgetting what the price was. Do I think Daddy came up with beating and fucking us on his own?[...] No. I think he had lessons, and those lesons were part of the package, along with the land and the lust to run things exactly the way he wanted to no matter what, poisoning the water and destroying the topsoil and buying bigger and bigger machinery..." (342-343) Destroying the poison jar may be futile.

Pinnacle Public Housing and its Uniqueness

The Pinnacle at Tuxedo in the Singapore city can be defined as the most unique Real Estate project, which was undertaken as well as created in the year of 1963 and as the days went, newer reformations went on getting introduced. In recent time it can be easily called as one of the best Real Estate Project which is extremely surpassing as well as buyer or the customer oriented too. It is a huge Real Estate project which general is inclusive of almost 1850 apartments and the presence of the seven towering blocks, inter connected with each other with the desired help of the SkyBridge. This can also be called as one of the most eloquent as well as a brand new feature of this real estate project. Quality associated to the empowerment of the Towers: This Real Estate project can be known as the most familiar project in the Singapore City due to the advancement in the field of technique, as well as the civil constructions. This not only makes the project unique and new, but also keeps them f irm as well as empowered too. The interior as well as the exterior designs made by the civil engineers and the architects are simply excellent and the designs are inanely unique.Important Notes The two sky bridges connecting the different towers are extremely modern and technology oriented. They are meant to avoid any sort of accident or mishap. The balconies attached to the different rooms also are made spacious and strong so that the spring can be enjoyed to the fullest. Keeping apart the balcony and the sky board, there are arrangements of the circuit board like the bay windows and the planter boxes too. Know more about pinnacle tuxedo price from their various websites.The sky bridges can also be aided In the creation of the different sky ardent and they also facilitate the users or the residents to have a clear, wide and a panoramic view of the skyline of the city. In fact, this manifestation makes the thought more and more eternal In a positive manner. Significant Comments on t his Ultra Modern Society The Pinnacle project at Tuxedo can be called as the largest as well as the most anticipated Real Estate project which has a very positive effect on the desired buyers as this housing or the Real Estate Project can be considered to be the most eloquent and the charming one for the purpose of living.The Inhalation of this project Is raked In the year 1963 and even today, this project appears to be exclusive, marvelous , eye dazzling and exceptional too. It can be easily fathomed that this desired Real Estate project, known as pinnacle tuxedo Singapore, Is not only for the natives but even, It offers numerous faculties and help for the expatriates who feels of buying an apartment In the city where the fun and frolic rules the days and the nights. There are Instances of different cases, wherein rebates or discounts were offered during the time of deal and transaction while buying an apartment here. By Frank-Limit websites.The sky bridges can also be aided in the creation of the different sky thought more and more eternal in a positive manner. Significant Comments on this and the charming one for the purpose of living. The initiation of this project is marked in the year 1963 and even today, this project appears to be exclusive, desired Real Estate project, known as pinnacle tuxedo Singapore, is not only for the natives but even, it offers numerous facilities and help for the expatriates who feels of buying an apartment in the city where the fun and frolic rules the days and the nights. There are instances of different cases, wherein rebates or discounts were.

Del monte VPN architecture suggestion for assignment

Del Monte Organization Structure Diagram. Source: Dolente. Co. Z The business halogens: Provide role-based access to network resources for employees and business partners Reduce administrative and network costs Provide high-confidentiality for business information on the network Network requirements: Flexible and adaptive security appliance provides a variety of secure remote access Pre-configured telethon solution provides convenient voice and data networking for home workers VPN solution integrates with existing network systems to enforce access policies Del Monte Diagram VPN protocols and technologies VPN generally can handle three of these scenarios such as Remote access network, ranch office connection network, also business partner/supplier network or can be called as Extranet. Some of the VPN technologies are MILS, Pipes and GREG. Pipes is an evolve form from the IPPP development and is shorted of being finalized by the IETF. It is an open architecture for IP packet encryption and authentication, thus it is located in the network layer. One of the VPN authentications that have been around for some time is Generic Routing Encapsulation (GREG). â€Å"It was first developed by Cisco as a mean to carry other routed protocols across a predominantly IP network.Some outwork administrators tried to reduce the administrative overhead in the core of their networks by removing all protocols except IP as a transport. † (Pearson, n. D. ) Multiprocessor Label Switching (MILS) is a standard-based technology used to speed up the delivery of network packets over multiple protocols such as ‘P, ATM and Frame Relay network protocols. It would allow us some significant improvements, not the least of which was an increase in speed. Perhaps the most important to us at the time, though, was that each branch could directly connect to both WHQL locations without the need for an additional PVC. It also allows every branch to communicate directly with every other branc h without traversing the WHQL locations.This is important as if we were looking to implement a Poi solution. VPN service provider must have a network infrastructure that can support of integrating remote access directly into an MILS VPN network in order for it to provide a good scalable and complete end-to-end VPN service. The customers can be Sips or large enterprises that want to provide access to remote users but avoid the need for maintaining their own separate and expensive access network. Virtual Private Network (VPN) uses hared public telecoms infrastructure, such as the internet, to provide secure access to remote offices and users in a cheaper way than an owned or leased line.VPN are secure because they use tunneling protocols and procedures such as Layer 2 Tunneling Protocol (LOTT) and Point-to-Point Tunneling Protocol (PPTP). For this case in this assignment, I would suggest Pipes as the VPN technologies and authentication. This is the same as a basic concept that is bein g introduced by Security Association. The Job of AS is to make sure two or more entities secure when they are communicating with each other. Pipes itself has many options in providing security which includes encryption, integrity, and authenticity. For determining the Pipes security in details, both of Pipes peers must determine exactly which algorithm to use (e. : DES or DES for encryption, MAD or SHAH for integrity). Then continue with exchanging and sharing session keys. â€Å"An Pipes transform in Cisco ISO specifies either an AH or an ESP. protocol and its corresponding algorithms and mode. The Cisco Secure VPN Client uses the concept of security policies to specify the same parameters. † (Cisco Press, n. D. ) Network Solutions for Del Monte Major and required equipment and their significance Some important equipment that needed by the office are: Cisco AS 5500 series Adaptive Security Appliance Cisco MAC Appliance The Cisco MAC Appliance is a turnkey solution that conde nses the four MAC functions into one appliance.Some of MAC components are: Cisco NAS, Cisco NAME, Cisco ANA and Rule-set updates. MAC helps maintain network stability by providing authentication and authorization, posture assessment, quarantining of noncompliance systems and remediation of noncompliance systems. Cisco Secure ACS Cisco AS 5500 Series Adaptive Security Appliance is the best suit for Del Monte. This series provide advance firewall, compatible with the VPN architecture, Intrusion Prevention and content security all in single platform. It is also an industry-leading secure mobility technology for an organization. With its Suspect VPN edition, Del Monte offers employees a wide range of remote access options.An offside worker can set up a clientà ¨les VPN connection using a web browser without pre-installed software. And also, SSL technology that delivers secured access to network by establishing an encrypted tunnel across the internet. Some of the specific details of Cis co AS sass's features: Cisco Easy VPN This feature centralized the management of VPN deployments and helps reduce their complexity. Centralized the management is done by managing Pipes policies and push to the client device by the server. It also allows a remote end user to communicate using IP security with any Cisco ISO VPN gateway. VPN authentication The authentication is done with Cisco Secure Access Control Server (ACS).ACS is an access policy control platform that helps you comply with growing regulatory and corporate requirements. It is utilized for wireless infrastructure. This ACS helps improve productivity and contain costs. ACS works with VPN and other remote outwork access devices to enforce access policies. It also supports administrators' authentications, authorizes commands and provides an audit trail. Cisco Anecdote VPN Client LANA-like users can use it for the network connection optimization in a full tunnel client mode on a variety of end-user platforms. Customizab le SSL VPN and Pipes Services for Any Deployment Scenario Depending on the series of the AS 5500, PIPS SSP is built-in to help preventing the intrusion.The Cisco AS 5500 Series helps businesses increase effectiveness and efficiency in protecting their networks and applications while delivering exceptional investment retention through the Market-proven security capabilities, Extensible integrated service architecture, Reduced-deployment and operations costs also Comprehensive management interface. Company's ERP and CRM Cisco VPN actually integrates smoothly with Del Mote's existing network to give employees access only to the resources that they need. This meaner that VPN will make sure only the authorizes users can access to the certain parts of the network and company resources. ERP integrates all departments and functions throughout an organization into a single IT system so that employees can make enterprise-wide sessions by viewing enterprise-wide information on all business ope rations.Enterprise System Automate business process ERP systems collect data from across an organization and correlate the data generating an enterprise-wide view to help run the business. Measuring ERP success There are several different departments in the company. Example, sales representative might need to access to Del Mote's data warehouse system (CRM) application to track a shipment. While finance organization need to access to ERP system, file sharing and administrative tools from their portal. So Cisco VPN makes ere that each department can only access to their own but not others. And yet IT professional might need access to everything on the network for troubleshooting or monitoring.Security To provide additional network security for remote employees, Del Monte can use the Cisco MAC appliance to enforce security policy compliance. It identifies the security policies before permitting those devices access to the network. Cisco MAC appliance is a network admission control tha t is designed by Cisco to produce a secure and clean network environment. Two Pipes Peers Using Active Directory-based Pipes Policy, Source: techno. Microsoft. Mom Pipes packet filtering Pipes has an ability to provide limited firewall capabilities for end systems by performing host-based packet filtering. It also can be configured to permit or block specific types of incase IP traffic based on source and destination address combinations and specific protocols and specific ports.While the security can be strengthen by using Pipes packet filtering to control exactly the type of communication that is allowed between systems. Filtering Packets by Using Pipes, Source: techno. Microsoft. Com Types of attacks Some of the possible attacks that can happen to VPN are: Brute force attacks and cautionary attacks. STEP attacks An STEP attack typically involves the creation of bogus root bridge. This can be accomplished using available software from the internet such as broccoli or step- packet. In this attack, Buds sent by the attacking host announce a lower bridge priority in an attempt to be elected as the root bridge, then the topology change Buds to force spanning-tree recalculations.If successful, the attacking host becomes the root bridge and sees a variety of frames that otherwise are not accessible. STEP attacks Brute force attack A cryptanalytic type of attack that is used against any encrypted data to guess the seer's surname and password. It is simply because this attack has a dictionary of commonly used passwords and cycle through those words until it gains access to the account. Brute force attack takes different variety times to complete as it is depending on the number of encryption size (64-bit, 128-bit or 256-bit). The higher number of the encryption, the longer time it is needed by Brute force to accomplish its attack.Dictionary attack A technique which is used by hacker to determine the decryption key of the authentication mechanism by trying it repeate dly until the real possibility is come UT. Basically, it is acting like a person who searches a keyword from a dictionary. Yet this attack only tries the best possibilities that are most likely to success. References: J. Charged and J. Pacer, MILS and VPN Architectures, 1st deed. Indianapolis, IN: Cisco System, Inc. , 2003. G. A. Donahue, Network Warrior, 2nd deed. Soapstone, CA: Reilly Media, 2011. J. Afraid and O. Santos, Cisco AS, 2nd deed. Indianapolis, IN: Cisco System, Inc. , 2010. O. Santos, End-to-end network security, USA-landslips, IN: Cisco System, Inc. , 2008. Pipes security. Retrieved from http://techno. Microsoft. Com

Family conflict Essays

Family conflict Essays Family conflict Paper Family conflict Paper I never thought my younger brother Tom would get involved in drugs. He is only fourteen and he is mixing with the wrong crowd. My name is Phil and I have never done anything remotely like that I wouldnt dream of it I am seventeen and Id like to think Im mature enough to never do anything even half as stupid as drugs. Ive told him several times that hes wasting his life. The thing that really gets to me the most is that most weekends he staggers in drugged up to the eyeballs in the early hours of the morning. He says its depression and that I dont understand but one thing I do understand is a fourteen year old boy should not be on a drugs rehabilitation course and sleeping in gutters before hes even eligible to leave school. His friends are partly to blame. They see that hes an easy target and easily lead and they just use it, to provide them with entertainment and get him to do stupid things that they are to cowardly to do which to be honest is not what I call friends. My dad has got to the point where he is thinking of leaving the family. : Hes suggested sending Tom away to a military school but my mum thought it was preposterous and that idea was scrapped. It will be Monday tomorrow start of the week hopefully a fresh start for Tom, but we all doubt it. My parents are downstairs waiting and hoping that Tom will be back in time to go to bed. She is so distraught at the moment she says that if he isnt then hes going to be locked out of the house. She says this most nights but we all know that shes just saying this in hope that it will shake him up a bit and possibly make him listen for once. I woke in the morning I heard my parents shouting in the next room I heard my parents say that tom didnt come back last night this wouldnt be the first time this has happened. Last time this happened my dad was driving round all night searching for him. He found him sleeping outside the corner shop like a tramp. He didnt tell my mum this as it wouldve upset her to find out that her son would rather sleep on the streets than sleep under his own roof. My parents were still at it, it was getting louder and louder and I heard a door slam. I think that was my dad, this is usually the way they finish their arguments. I was starting to get a bit concerned about where Tom had got up to this time so I threw on my clothes and rushed in to the next room to ask my mum what exactly was going on here. I was horrified to find my mum huddled up in the corner of the room. I asked her where dad had gone to which she replied with hes gone and hes not coming back. I swung the door out of my way and ran towards the car in a desperate attempt to save my family although it probably wasnt worth saving. I smashed the door of the hinges and ran outside hoping that Id fall over and knock my head and wake up as this being a very bad dream but reality is never that nice. I was looking for Tom hoping that if I found him I could make him stop dragging his life down and ours down with it, I had a pretty good idea of where to look. I never thought this would happen but I was actually pleased to see my brother. I peered through a window and I saw him lying on someones sofa. I turned to face the door and before I had to knock a boy of roughly the same age as Tom answered he blurted out with what do you want I didnt even bother to answer him. I just pushed past him and rushed towards the room where tom was lying. I firmly grasped his collar and hoisted him into the air causing him no choice but to speak to me. He pleaded for me to put him down but I told him that what I was doing to him now wouldnt come close to what my mum is going to. I clutched on to his jacket to make sure he didnt run off and as soon as we got home I threw him inside and shut the door. He looked up and saw mum still huddled in the corner. He lowered his head as if to say Im sorry I didnt know it had come to this. I told mum to tell him what hed caused but she was too hurt. She couldnt even look him in the eye I told him straight that dad had left. It made me sick to say those words and what made it a whole lot worse was he actually didnt look bothered by it all. I said to him you may not be bothered but mum and I are. Mum screamed for him to get out and she also said that she hated him and didnt want to see him again. Tom was actually affected by what mum had said and it caused him to storm off upstairs I heard the slam of his door and to be honest I wasnt looking forward to the sound of it opening again. I staggered off upstairs and sat on my bed. I was in despair I rested my head in my lap and closed my eyes hoping it would all go away. I could still hear crying coming from downstairs I wanted to go and check if she was alright but I couldnt bring myself to prise my head from my lap and go downstairs. As far as I was concerned, my life was over.

Romeo And Juliet Essays (1105 words) - Free Essays, Term Papers

Romeo And Juliet Essays (1105 words) - Free Essays, Term Papers Romeo And Juliet This assignment is on a scene of Romeo and Juliet I have split the scene into thirteen different sections. These sections include what the music and sound affects will be and what the lighting will be and even what sought of characters I am going to have to play the part. In section one I am having a medium shot that is at eye level to show Benvolio and Mercutios conversation and to also see the expressions on their faces. The only music or sound affects I am having are the background sounds of a market and people muttering. The only symbols that are present are the clothes Mercutio are wearing which are red to symbolize he is loyal to Romeo and his family. For Benvolio I have picked an actor that is short, has brown hair, skinny, is caring and is always trying to have fun. Mercutios actor has to be strong, tall has to strong, fit, tall, has black hair, is outgoing, loud, rough and has a good sense of humor. In this section lighting is used to show that it is the middle of the day and is also very hot. In section two I am having an extreme long shot and a dutch angle to show where everyone is situated and also to show the shock showed by Mercutio and Benvolio. There is also dramatic sinister music showing that he is the bad guy and is not liked by Mercutio and Benvolio. There are also footstep sound affects while Tybalt is walking over to Mercutio and Benvolio. The only props that are of any real significance would be the swords showing that they are prepared to fight. The main symbols are the red clothing worn by Mercutio and the Blue worn by Tybalt to show that he is loyal to Juliet and her family. Like that last scene the lighting shows that is around noon and is very hot. In the third section I am going to have a long shot at an eye level to see everyone talking and to also see some of the market in the background. Sinister music is still playing to show trouble is lurking just around the corner. Again the lighting is to show it is around noon and is hot. A tall skinny strong man that is fit and looks very sinister plays Tybalts character. He also has a devilish attitude and not much of a conscious. In the fourth section of this scene I am having a close up on Romeo to show his surprising looks as he sees Tybalt. Innocent music is playing saying that Romeo has never done anything wrong in his life. There are still the background sound affects of the market. Again the lighting shows that it is the middle of a hot day, the lighting also shows all of Romeos features. There is one symbol that is present and that is Romeo wearing the red showing he is a Montague For Romeo the actor has to be tall, have fair skin, strong, out going, skinny, innocent looking, have fine features and attractive. The fifth section has dramatic scary music playing to symbolize trouble is lurking just around the corner. The camera angle is a high angle to show everyone in the scene it is also a medium shot. Again the lighting is showing the heat and that it is in the middle of the day. In the sixth section I am having a long shot with a high angle again to show all that is going on and to show the crowd of people watching the fight. There is sinister dramatic music playing because of the fight. There are background sounds of people talking about the fight. The lighting is showing that it is in the middle of the day and is really hot, the lighting is also showing that Tybalt and Mercutio are sweating by the light gleaming off their sweaty heads. The seventh section has an extreme close up of Mercutios face showing the pain and the expression on his face. Then there is another extreme close up of Romeos face showing his shock and despair. There is then a medium shot at eye level showing

15 Stock Characters †and How to Restock Them

15 Stock Characters - and How to Restock Them 15 Stock Characters and How to Restock Them 15 Stock Characters and How to Restock Them By Mark Nichol Does the cast of characters in your novel or short story fall under some of these categories? Take care that your characters don’t fall into the clichà © trap: If you find that they resemble one of the stereotypes below, reconsider your characterization or at least provide the dramatis persona with a distinguishing personality characteristic that’s a twist on the same old, same old. 1. Antihero: This character, a protagonist (typically seen in detective and adventure genres) whose personality flaws distinguish him or her from a standard hero, is inherently much more interesting than the upstanding counterpart. The key characteristic is usually misanthropy, but that’s not enough to round a character out. An antihero must have a solid foundation on which to stand. 2. Absent-minded professor: Perhaps Professor Fumblebuttons is just pretending to be a shock-haired scientist who can’t remember where he put his glasses (â€Å"Um, the glasses you’re wearing?†). What’s his motive for his deception? 3. Boy/girl next door: Is John or Mary really what he or she seems? What dark secret does that wholesome countenance conceal? This character easily pales in comparison with a complicated villain or sidekick, so make an extra effort to invest your protagonist with personality or relegate the squeaky-clean persona to a secondary role. 4. Clown/fool: Traditionally, the court jester often someone of fragile mental stability or feigning the same was the only person allowed to mock or question his powerful patron, and his antics involved not only lighthearted entertainment but also sometimes barbed satire or veiled criticism. A comic-relief character needs to be more than just a wisecracking or mischievous type. Perhaps he’s the omniscient narrator, or he’s pretending to be a smart-aleck to divert attention from his true purpose. 5. Damsel in distress: The helpless young maiden is one of the most tired tropes in storytelling and so is the helpless young maiden turned butt-kicking babe. Better yet, imbue your ingenue with the characteristics of another character type, either one on this list or another stock persona. 6. Everyman: The peril of presenting a character designed to represent everyone is that he will appeal to no one. Make sure your everyman (or everywoman, or boy or girl edition) possesses enough distinguishing characteristics to be interesting, even intriguing. Remember: Relentlessly virtuous characters are boring, and stories in which they have no real challenges fail to engage readers. 7. Femme fatale: The enduring appeal of the deceptive villainess is whether she is in fact aiding or thwarting the protagonist. It’s a balancing act to keep readers guessing to the very end of the story- and that may not be enough. What if your femme fatale is herself deceived, either by the protagonist or by a third character? Twists within twists keep this trope fresh. 8. Hooker with a heart of gold: The bad girl turned good girl is a nice repudiation of moral intolerance, but it’s a stale stereotype. As in the case of her sister the femme fatale, readers shouldn’t be able to predict how she will behave. Is a second-act act of kindness part of a climactic ruse? Is she pressured to betray the protagonist, or is it part of her own plot? 9. Knight-errant: This bright-eyed variant of the hero can drag down a story with him (or her) take care that the conscientious crusader is not too glistening of tooth and sparkling of eye. The most interesting knight-errant in literature is Don Quixote, who was an abject failure (and was all the more appealing for his indefatigable idealism). 10. Manic pixie dream girl: This phrase, coined relatively recently, refers to the offbeat and seemingly off-her-rocker character who upends the protagonist’s carefully ordered world. The problem? She’s done and overdone at least in films. For the stereotype to not be stale, there has to be more to her than quirk. Why is she such a goofball? 11. Nerd: Geek, dork, nimrod been there, done that. But, for example, in the brilliant film Brick (film noir meets adolescent angst), the school brain is not an object of scorn but an awkward, laconic human database for the teenage gumshoe and there’s a touch of empathy for him in the way the lead character keeps him at arm’s length. What makes a nerd a nerd? And what makes him (or her) interesting? Hints of depth, or of deviousness, or both. 12. Sidekick: The protagonist’s right-hand man or woman serves as a counterpoint: intrepid vs. timid, serious vs. silly, and so on, one way or the other. Make sure your lead character’s attendant complements him or her, but also keep their relationship fresh by introducing some vulnerability in the main character the subordinate can exploit. 13. Tomboy: The tomboy transformed is a tired trope, not much better than the mousy maiden who becomes a blithe beauty just by taking off her eyeglasses. Resist the urge to go the Cinderella route: If an androgynous or athletic woman or girl refuses to conform to societal standards for feminine appearance, go with it. But why does she rebel against such norms? That’s the key to her character. 14. Tortured artist: In literature as in real life, complicated creative types are tiresome. A broadly comic tortured artist may be an effective device, but the writer must handle this type with care. 15. Wise man: The scholarly mentor is a time-tested element of many classic stories (think Merlin, or Yoda), so any such character must possess distinct traits. Perhaps your story’s wise man is brilliant about some things but inept concerning others he needs his protà ©gà ©Ã¢â‚¬â„¢s help in affairs of the heart, or, like the absent-minded professor, with whom he shares some characteristics, is a sage when it comes to intellectual areas but is at a loss when it comes to practical matters. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Fiction Writing category, check our popular posts, or choose a related post below:50 Synonyms for â€Å"Leader†Email EtiquettePredicate Complements

Justification Report Part 3 Assignment Example | Topics and Well Written Essays - 1000 words

Justification Report Part 3 - Assignment Example The methods used to gather data on the two options included physical (observational) which demanded for a tour at the companies’ premises to observe how some of the variables on the criteria list played out. Additionally, analysis of the companies’ business approaches and customer services were analyzed from their websites. Among the findings from the methods used show that Praxiar is exceptional in terms of cost effectiveness, fair in sales promotion, neutral in delivery and safety, and poor in care and maintenance. On the other hand, Luxfer Company is poor in both cost and sales promotion, neutral in safety, exceptional in care and maintenance, and fair in delivery cost and lead-time. Provided that Praxiar and Luxfer companies are both neutral in safety, Praxiar was chosen as the preferred supplier as its fair rating on sales promotion, exceptional rating on cost, and neutral rating on delivery and cost beat Luxfer’s poor ratings on cost and sales’ promotion, fair rating on delivery cost and lead-time, and exceptional rating in care and maintenance. Determining the right supplier for materials for use in a business model can be hectic. This report establishes an analysis of two companies that are considered potential suppliers for gas bottles. The report focus of variables such as sales promotion, customer service, safety precautions, and delivery & cost. These variables determine whether the companies are qualified as potential suppliers based on the benefits accrued from using any of them. The analysis in this case requires to identify what supplier would be the most suitable in promoting sales as our business approach looks forwards to discounts, safety and maintenance, and timely delivery of orders. The main aim of conducting a feasibility study on the potential supplies is to find a solution to the problem statement. I work as an electrician in the Air Force and on many occasions we have to service life rafts. On these rafts,

Resume and cover letter assignment Example | Topics and Well Written Essays - 1000 words

Resume and cover letter - Assignment Example As such, I am particularly interested in the practical application of science. This is because, through science and engineering, I can be able to develop a logical approach to determinations of various mechanical problems. Moreover, engineering provides me with the opportunity to apply various theories and techniques that can be used to tackle and provide solutions to mechanical problems. Moreover, the fact that I am always excessively fascinated with the functioning of machines has also made develop the interest of practicing mechanical engineering. In fact, during my younger years, I usually dismantled my toys with the aim of learning how the machines functioned and integrated. Quite surprisingly, I found out that changing various aspects of the machines such as motor transmission would alter or lead to a modification of how the toy operated. As I grew up, this interest developed even further and I thus started of working on relatively bigger machines such as my mountain bike and my father’s old broken motorcycle. I was intrigued by complexity of the integration and functioning of the several parts of the machinery. This made me develop an understanding of how machines works in terms of converting electrical, kinetic, or man power into movement. My choice to major in Mechanical Engineering was therefore facilitated by my liking of Maths and Physics as well a s an intense curiosity of knowing how the machines integrated and functioned. Career planning is an important factor that can enable an individual to attain success more so after the completion of the undergraduate degree. Essentially, CP 101 played a big role towards influencing me on opting to choose mechanical engineering as my career of choice. At school, due to my high performance and interest in maths and physics, many professors, including my calculus professor, recommended that I should consider becoming a maths tutor. I took this suggestion

Maths report 2 Essay Example | Topics and Well Written Essays - 1000 words

Maths report 2 - Essay Example A mathematical model is an abstract model that uses mathematical language to describe the behavior of a system. It is an accurate representation of the relationship between two or more variables relevant to a given situation or problem The process of developing such models is known as mathematical modeling. Mathematical models are used particularly in natural sciences and engineering disciplines such as physics, biology and mechanical engineering but also in social sciences such as economics and political science. Mathematical models can take many forms, including but not limited to dynamical systems, statistical models, differential equations, or game theoretic models. These and other model types can overlap, with a given model involving a variety of abstract structures. There are six primary groups of variables: decision variables, input variables, state variables, exogenous variables, random variables and output variables. Mathematical modelling problems are often classified as the black box or white box models, according to how much prior information is available from the system. In this report, the principles of mathematical modelling are used to solve problems in the real world. The model creates an accurate representation of some phenomenon for better understanding. They create matches of observation with symbolic representation and Inform Theory and assist in explanations of the problems, mathematically. Mathematical modelling has been used effectively in the above exercise to create models that have solved the problems given. The answers to those problems and the procedures used in arriving at them are clearly outlined, in the workings of each

Corporate Governance Research Paper Example | Topics and Well Written Essays - 1000 words

Corporate Governance - Research Paper Example The present study would focus on corporate governance as the way in which companies are controlled and governed. It also entails relationships among stakeholders with the same goals to benefit the welfare. Corporate governance has several good components that ensure proper governance. To begin with, directors and senior officers take up the task of implementing new requirements that have been imposed by the Sarbanes- Oxley Act and associated SEC and stock market regulations. They need to stay in focus with the broader and strategic objectives of corporate governance. Businesses will grow stronger if they comply with legal and regulatory requirements. They should also maintain high profile risk management. The boards of directors are primarily responsible for ensuring there is effective governance. They not only have to ensure that sound systems of governance are in place, but also that such systems work effectively through evaluation of performance and thorough monitoring. On the sid e of legal and regulatory reforms, a lot of attention has been particularly, focused on boards and their performance especially when it comes to the independence of the board management. There also has to be a lot of scrutiny on the side of directors, they should be watched more closely to ensure there is a high level of transparency. Good corporate governance in a business will always translate to good financial performance. Profitable investment opportunities and increased reliance on external financing are attributes exhibited by firms with strong corporate governance, according to the University of Michigan Business School. Also, it is true that companies with high governance standards will always receive the best premium from investors. Good corporate governance defines the business strategy of a business, enhancing competitive positions. A company can therefore recruit and retain productive employees if it possesses a stable base of corporate governance (Julien & Rieger 8) Enr on failed greatly in corporate governance. From violating the recommendations by government reformers where Ken Lay served as CEO and chairman of the board, to having significant shares of Enron being owned by board members, and also the board members earning money working on Enron’s projects. Enron also suffered complicated accounting and finance transactions needed approval by an external auditor and lawyers even before getting to the board members. There was a major problem with Enron’s code of ethics, as senior stakeholders were prohibited from having any financial stake in organizations dealing with Enron. Corporate Governance has played a major role in the auditor’s evaluation of a company’s financial systems and internal control systems. Corporate governance ensure that that board members act transparently and maintain accountability in their actions, this greatly assists the auditors in ensuring that there is no fraud committed by the board member s thus reducing the overall task of auditing. Corporate governance also ensures that the senior members of the companies including the directors and managers are scrutinized, and thoroughly

The history of computer crimes Term Paper Example | Topics and Well Written Essays - 1250 words

The history of computer crimes - Term Paper Example In 1969, a student riot in Canadian school building resulted to damages totaling around $2 million. The students were protesting against a racist professor when their riots resulted to a fire breaking out and destroying computers and other university property. 97 students were arrested in the incident (Concordia University, 2008). In 1970, several computer crimes were reported. A bomb at the University of Wisconsin resulted to $16 million worth of computer damage; a Molotov cocktail bomb caused $1 million damage to the Fresno State College; and students at the New York University wanting to free a jailed Black Panther damaged computers by placing fire-bombs on top of the Atomic Energy Commission (Kabay, 2008). Computers were often damaged during the 1970s in order to make a statement; antiwar protests in Australia resulted to the shooting of an American firm’s computers; terrorists poured gasoline on a university’s computers and burned them; and a peace activist destroy ed a computer at the Vanderburg Air Base in California as a sign of protest against American military policies (Kabay, 2008). From 1970 to 1972, Albert the Saboteur created problems for the National Farmers Union Service Corporation of Denver. Albert enjoyed having the repair crews over every time the computer crashed. As a result, he deliberately caused the computers to crash about 50 times in the span of 2 years. He lived an isolated life as a night shift operator. He finally got company and human interaction because of the computer crashes, and he could not help but cause one crash after another just to have company (Kabay, 1996). In 1970, Jerry Schneider posed as a PT&T employee and ordered $30,000 worth of equipment from PT&T. He retrieved PT&T computer printouts from dumpsters. He was later able to collect detailed information on various procedures in the company and as a result was able to successfully steal $1 million worth of equipment from

Case Study Patient Undergoing Anaesthesia Essay

Case Study Patient Undergoing Anaesthesia - Essay Example Patient was referred to the pre-anaesthetic check up (PAC) clinic where she was evaluated and given a PAC form with clearance for general anaesthesia. Preoperative assessment Pre anaesthetic assessment followed the standard protocol of history taking, physical examination and investigations. Apart from off and on abdominal pain with nausea for the past 3 months, no other complaints were elicited. There was no history of jaundice. Questions pertaining to other systems (cardiac, respiratory, neurological, endocrine) revealed no abnormality. There were no positive histories of drug allergies, previous surgery, drug addiction, smoking or alcohol abuse. Patient had no active respiratory tract infection. Her vital parameters (weight, heart rate, blood pressure, temperature, and respiratory rate), general physical examination (no pallor, icterus, cyanosis, lymphadenopathy, pedal oedema) and systemic examination were within normal limits. Airway assessment predicted no difficulty in airway m anagement. As the surgeons had already gotten her liver function tests done, which were normal, no additional investigations in a young healthy female without associated co-morbidities were required and the patient was classified as ASA grade I. Patient was briefly explained about the anaesthetic procedure and all her queries were satisfactorily answered. She wasn’t overtly anxious, but she did express her apprehensions regarding the degree to which the procedure was likely to be painful. She was explained that the necessary pain medications will be given to her and best possible efforts in this regard would be done. A written and informed consent for anaesthesia was obtained. Thus, patient’s physiological as well as psychological needs were well addressed (Miller et al 2009). Pre operative instructions were explained to the patient verbally and were mentioned on her PAC form as well. She was instructed to bring the PAC form along with all other clinical documents and report to the preoperative holding area in the morning at a specified time on the day of surgery accompanied with a responsible adult as an attendant. Her pre-op orders included fasting orders (nil per oral) for 8 hours prior to surgery, a mild anxiolytic tablet and aspiration prophylaxis tablet (antacid) to be taken the night before surgery and in the morning with a sip of water. (Miller et al 2009). Anaesthetic procedure As the patient had been administered only a mild anxiolytic and no sedatives, she arrived walking in the preoperative area on the morning of the scheduled date. Her PAC form was reviewed and she was enquired about any fresh complaints. Her vital parameters were recorded along with temperature at the tympanic membrane. She was found to be afebrile (36.5?C). She was asked to change into OT clothes and was then shifted inside for induction of anaesthesia. Theatre preparation had been done prior to arrival of the patient inside. This involved maintaining the ambient t emperature (22?C in this case) and humidity levels and anaesthesia machine, medication and resuscitation equipment check. Anaesthetic equipment was checked in accordance with the guidelines currently in use issued by the Association of Anaesthetists of Great Britain and Ireland. Alarm limits on the monitor were set according to the patient. Drugs for anaesthesia were prepared, labelled and kept on the workstation. Emergency cart was checked for

The history of computer crimes Term Paper Example | Topics and Well Written Essays - 1250 words

The history of computer crimes - Term Paper Example In 1969, a student riot in Canadian school building resulted to damages totaling around $2 million. The students were protesting against a racist professor when their riots resulted to a fire breaking out and destroying computers and other university property. 97 students were arrested in the incident (Concordia University, 2008). In 1970, several computer crimes were reported. A bomb at the University of Wisconsin resulted to $16 million worth of computer damage; a Molotov cocktail bomb caused $1 million damage to the Fresno State College; and students at the New York University wanting to free a jailed Black Panther damaged computers by placing fire-bombs on top of the Atomic Energy Commission (Kabay, 2008). Computers were often damaged during the 1970s in order to make a statement; antiwar protests in Australia resulted to the shooting of an American firm’s computers; terrorists poured gasoline on a university’s computers and burned them; and a peace activist destroy ed a computer at the Vanderburg Air Base in California as a sign of protest against American military policies (Kabay, 2008). From 1970 to 1972, Albert the Saboteur created problems for the National Farmers Union Service Corporation of Denver. Albert enjoyed having the repair crews over every time the computer crashed. As a result, he deliberately caused the computers to crash about 50 times in the span of 2 years. He lived an isolated life as a night shift operator. He finally got company and human interaction because of the computer crashes, and he could not help but cause one crash after another just to have company (Kabay, 1996). In 1970, Jerry Schneider posed as a PT&T employee and ordered $30,000 worth of equipment from PT&T. He retrieved PT&T computer printouts from dumpsters. He was later able to collect detailed information on various procedures in the company and as a result was able to successfully steal $1 million worth of equipment from

Tennis Elbow Essay Example | Topics and Well Written Essays - 5000 words

Tennis Elbow - Essay Example Tennis elbow is likewise observed in individuals who lift a lot at the elbow and who usually do tedious wrist movements. Tennis elbow is now commonly being referred to as tennis epicondylosis, discarding the "itis" suffix, due to the absence of pathological evidence behind the inflammation (Servier and Wilson, 375 and Xplain, 1). The muscles responsible for straightening the fingers and wrist originate from a small bone protrusion on the outer part of the elbow. The pain brought about by lateral epicondylitis is focused on this side of the elbow, from which it might gradually spread through the upper arm and the outer region of the forearm. The soreness is especially felt around the projection if the outer side of the elbow is strained and if the wrist is bent upwards against opposing force. The pain may be occasionally felt farther in the hand while grasping. Once the elbow tendons are inflamed, the tissues would hardly heal by themselves since they are frequently used when the hand grasps or is utilized in daily activities (Conway, 43). Tennis elbow affects both men and women, and is more common to those at the age of 40 and above. The acute type of the injury is commonly observed in active, young athletes while the chronic form exists in older individuals (Brown, 267). A case study involving an individual suffering from tennis elbow was done and will be presented in this paper. The anatomy and causes of the injury were examined; and available treatments were compared based on their efficiency and advantages. Case Report A 50-year old man, fond of playing tennis as recreation, suffered from tennis elbow on his right arm that had been persistent for five months after a tournament. The patient was no longer capable of playing tennis. He already resorted to physical therapy wherein he attended twelve sessions for one and a half months, but his condition appeared to lack significant improvement. The patient was administered cortisone as part of the treatment but the medication provided only minimal comfort and temporary relief. After being injected with the therapeutic drug, he was able to play tennis again with his elbow brace or strap to provide support. However, the temporary comfort lasted for only two weeks. The symptoms eventually returned and the patient described the damage to be his worst experienced pain. Anatomy Involved in the Injury Muscles The muscles important in elbow function are the biceps, triceps, wrist flexors attached to the medial epicondyle, and wrist extensors which are connected to the lateral epicondyle (Thomas and others, 459). Bones and Joints The main bones of the elbow are that of the upper arm and the forearm. The elbow joint has a complex mechanism of movement. The end of the radius bone at the elbow can be characterized as a knob with a cup. It is smooth enough to allow gliding of the edges with the bone ulna (Servier and Wilson, 376). The elbow is the joint that helps bend the arm and rotate the wrist. It is composed of the humerus or the bone of the upper arm, and the radius and ulna which comprise the forearm. These bones are moved at the joints with the aid of muscles, which are in turn attached to the bones by tissues collectively known as tendons.

Wine Wars Essay Example for Free

Wine Wars Essay Global Wine War 2009: New World versus Old â€Å"We have the people, expertise, technology and commitment to gain global preeminence for Australian wine by 2025. It will come by anticipating the market, influencing consumer demand, and building on our strategy of sustainable growth. † — Sam Toley, CEO of Australian Wine and Brandy Corporation. â€Å"By phasing out the buyback of excess wine and increasing incentives for farmers to uproot their vines, the EC reforms will only bring in the New World’s agro-industry model. We need to protect the age-old European model built on traditional vineyards. † — Jean-Louis Piton, Copa-Cogeca Farmers Association. In 2009, these two views reflected some of the very different sentiments unleashed by the fierce competitive battle raging between traditional wine makers and some new industry players as they fought for a share of the $230 billion global wine market. Many Old World wine producers—France, Italy, and Spain, for example—found themselves constrained by embedded wine-making traditions, restrictive industry regulations, and complex national and European Community legislation. This provided an opportunity for New World wine companies—from Australia, the United States, and Chile, for instance—to challenge the more established Old World producers by introducing innovations at every stage of the value chain. In the Beginning1 Grape growing and wine making have been human preoccupations at least since the times when ancient Egyptians and Greeks offered wine as tributes to dead pharaohs and tempestuous gods. It was under the Roman Empire that viticulture spread throughout the Mediterranean region, and almost every town had its local vineyards and wine was a peasant’s beverage to accompany everyday meals. By the Christian era, wine became part of liturgical services, and monasteries planted vines and built wineries. By the Middle Ages, the European nobility began planting vineyards as a mark of prestige, competing with one another in the quality of wine served at their tables – the first niche market for premium wine. ________________________________________________________________________________________________________________ Professor Christopher A. Bartlett prepared the original version of this case, â€Å"Global Wine Wars: New World Challenges Old (A),† HBS No. 303056, which is being replaced by this version prepared by the same author. This case was developed from published sources. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Copyright  © 2009 President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-545-7685, write Harvard Business School Publishing, Boston, MA 02163, or go to www. hbsp. harvard. edu/educators. This publication may not be digitized, photocopied, or otherwise reproduced, posted, or transmitted, without the permission of Harvard Business School. 910-405 Global Wine War 2009: New World versus Old Wine Production Tending and harvesting grapes has always been labor intensive, and one worker could typically look after only a three hectare lot. (1 hectare. = 2. 47 acres) The introduction of vineyard horses in the early 19th century led to vines being planted in rows and to more efficient tending and allowed one person to work a plot of 7 hectares. Yet despite these efficiencies, vineyards became smaller, not larger. Over many centuries, small agricultural holdings were continually fragmented as land was parceled out by kings, taken in wars, or broken up through inheritance. During the French Revolution, many large estates were seized, divided, and sold at auction. And after 1815, the Napoleonic inheritance code prescribed how land had to be passed on to all rightful heirs. By the mid-19th century, the average holding in France was 5. 5 ha. and was still being subdivided. (In Italy, similar events left the average vineyard at 0. 8 ha. ) While the largest estates made their own wine, most small farmers sold their grapes to the local wine maker or vintner. With payment based on weight, there was little incentive to pursue quality by reducing yield. Some small growers formed cooperatives, hoping to participate in wine making’s downstream profit, but grape growing and wine making remained highly fragmented. Distribution and Marketing Traditionally, wine was sold in bulk to merchant traders—negociants in France—who often blended and bottled the product before distributing it. But poor roads and complex toll and tax systems made cross-border shipping extremely expensive. In the early 19th century, for example, a shipment of wine from Strasbourg to the Dutch border had to pass through 31 toll stations. 2 And since wine did not travel well, much of it spoiled on the long journeys. As a result, only the most sophisticated negociants could handle exports, and only the rich could afford the imported luxury. Late 18th century innovations such as mass production of glass bottles, the use of cork stoppers, and the development of pasteurization revolutionized the industry. With greater wine stability and longevity, distribution to distant markets and bottle aging of good vintages became the norm. Increased vine plantings and expanded production followed, and a global market for wine was born. Regulation and Classification As the industry developed, it became increasingly important to the cultural and economic life of the producing countries. By the mid-18th century in France, grape growing supported 1. 5 million families and an equal number in wine-related businesses. Eventually, it accounted for one-sixth of France’s total trading revenue, and was the country’s second-largest export. The industry’s growing cultural and economic importance attracted political attention, and with it, laws and regulations to control almost every aspect of wine making. For example, Germany’s 1644 wine classification scheme prescribed 65 classes of quality, with rules for everything from ripeness required for harvesting to minimum sugar content. (Even in 1971, a law was passed in Germany requiring a government panel to taste each vineyard’s annual vintage and assign it a quality level. 3) Similar regulations prescribing wine-making practices also existed in France and Italy. Rather than resisting such government classifications and controls, producers often supported and even augmented them as a way of differentiating their products and raising entry barriers. For example, the current French classification system was created by a Bordeaux committee prior to the 1855 Exposition in Paris. To help consumers identify their finest wines, they classified about 500 vineyards into five levels of quality, from premier cru (first growth) to cinquieme cru (fifth growth). 2 Global Wine War 2009: New World versus Old 910-405 Because it helped consumers sort through the complexity of a highly fragmented market, this marketing tool soon gained wide recognition, leading the government to codify and expand it in the Appellation d’Origin Controllee (AOC) laws of 1935. These laws also defined regional boundaries and set detailed and quite rigid standards for vineyards and wine makers. 4 Eventually, more than 300 AOC designations were authorized, from the well known (Saint Emilion or Beaujolais) to the obscure (Fitou or St. Peray). (A similar classification scheme was later introduced in Italy defining 213 Denominazione di Origne Controllate (or DOC) regions, each with regulations prescribing area, allowed grape varieties, yields, required growing practices, acceptable alcohol content, label design etc. 5) Later, other wine regions of France were given official recognition with the classification of Vins Delimites de Qualite Superieure (VDQS), but these were usually regarded as of lower rank than AOC wines. Below VDQS were Vins de Pays, or country wine inexpensive but very drinkable wines for French tables, and increasingly, for export. These categories were quite rigid with almost no movement across them. This was due to a belief that quality was linked to terroir, the almost mystical combination of soil, aspect, microclimate, rainfall, and cultivation that the French passionately believed gave the wine from each region— and indeed, each vineyard— its unique character. But terroir could not guarantee consistent quality. As an agricultural product, wine was always subject to the vagaries of weather and disease. In the last quarter of the 19th century, a deadly New World insect, phylloxera, devastated the French vine stock. From a production level of 500 million liters in 1876, output dropped to just 2 million liters in 1885. But a solution was found in an unexpected quarter: French vines were grafted onto phylloxera-resistant vine roots native to the United States and imported from the upstart Californian wine industry. It was the first time many in the Old World acknowledged the existence of a New World wine industry. It would not be the last. Stirrings in the New World Although insignificant in both size and reputation compared with the well-established industry in traditional wine-producing countries, vineyards and wine makers had been set up in many New World countries since the 18th century. In the United States, for example, Thomas Jefferson, an enthusiastic oenologist, became a leading voice for establishing vineyards in Virginia. And in Australia, vines were brought over along with the first fleet carrying convicts and settlers in 1788. Nascent wine industries were also developing at this time in Argentina, Chile, and South Africa, usually under the influence of immigrants from the Old World wine countries. Opening New Markets While climate and soil allowed grape growing to flourish in the New World, the consumption of wine in these countries varied widely. It became part of the national cultures in Argentina and Chile, where per capita annual consumption reached about 80 liters in Argentina and 50 liters in Chile in the 1960s. While such rates were well behind France and Italy, both of which boasted per capita consumption of 110–120 liters in this era, they were comparable with those of Spain. Other New World cultures did not embrace the new industry as quickly. In Australia, the hot climate and a dominant British heritage made beer the alcoholic beverage of preference, with wine being consumed mostly by Old World immigrants. The U. S. market was more complex. In keeping with the country’s central role in the rum trade, one segment of the population followed a tradition of drinking hard liquor. But another group reflected the country’s Puritan heritage and espoused temperance or abstinence. (As recently as 1994, a Gallup survey found that 45% of U. S. respondents did not drink at all, and 21% favored a renewal of prohibition. ) As a result, in the pre-World War II era, wine was largely made by and sold to European immigrant communities. 3 910-405 Global Wine War 2009: New World versus Old In the postwar era, however, demand for wine increased rapidly in the United States, Australia, and other New World producers. In the United States, for example, consumption grew from a postprohibition per capita level of 1 liter per annum to 9 liters by 2006. In Australia the rate of increase was even more rapid, from less than 2 liters in 1960 to 24 liters by 2006. This growth in consumption was coupled with a growing demand for higher quality wines, resulting in a boom in domestic demand that proved a boost for the young New World wine industry. Challenging Production Norms. On the back of the postwar economic boom, New World wine producers developed in an industry environment different from their European counterparts. First, suitable land was widely available and less expensive, allowing the growth of much more extensive vineyards. As a result, in 2006, the average vineyard holding in the United States was 213 hectares and in Australia 167 hectares, compared to an Italian average of 1. 3 hectares, and 7. 4 hectares in France. 6 Unconstrained by tradition, New World producers also began to experiment with grape growing and winemaking technology. In Australia, controlled drip irrigation allowed expansion into marginal land and reduced vintage variability. (In contrast, irrigation was strictly forbidden in France under AOC regulations. ) The larger vineyards also allowed the use of specialized equipment such as mechanical harvesters and mechanical pruners which greatly reduced labor costs. Innovation also extended into viniculture where New World producers pursued techniques such as night harvesting to maximize grape sugars, while innovative trellis systems permitted vines to be planted at twice the traditional density. Other experiments with fertilizers and pruning methods increased yield and improved grape flavor. These innovations, when coupled with typically sunny climates, freed New World farmers from many of the stresses of their counterparts in regions like Bordeaux where the rainy maritime climate made late autumn harvests risky, and held wine producers hostage to wide year-to-year vintage variations. New World wine companies also broke many wine making traditions. Large estates usually had on-site labs to provide analysis helpful in making growing and harvest decisions. In the 1990s, some experimented with a reverse osmosis technology to concentrate the juice (or must), ensuring a deepercolored, richer-tasting wine. (Ironically, the technique was developed in France, but most French producers deplored it as â€Å"removing the poetry of wine. † Needless to say, it was a forbidden practice under AOC regulations. ) New World wine makers also developed processes that allowed fermentation and aging to occur in huge, computer-controlled, stainless steel tanks rather than in traditional oak barrels. To provide oak flavor, some added oak chips while aging their popular priced wines—another practice strictly forbidden in most traditional-producing countries. The economic impact of these and other innovations became clear in a comparison of the costs of production in the Langedoc region of France with the Riverina district in Australia, both big producers of popular priced wines. The French cost per tonne of â‚ ¬238 was 74% higher than the Australian cost of â‚ ¬137. 7 And South American grape costs were even lower, driving down the price of popular premium wine in Europe to â‚ ¬2 a bottle, while the French vins de pays was priced above â‚ ¬3. (Exhibit 1 shows the cost composition of a bottle of French wine. ) Reinventing the Marketing Model Beyond their experiments in growing and winemaking, New World producers also innovated in packaging and marketing. While the European targeted the huge basic wine market by selling the popular liter bottle of vin de table, the Australians developed the innovative â€Å"wine-in-a-box† package. Employing a collapsible plastic bag in a compact cardboard box with a dispensing spigot, the box’s 4 Global Wine War 2009: New World versus Old 910-405 shape and weight not only saved shipping costs, it also made storage in the consumer’s refrigerator more convenient. More recently, Australian producers began replacing cork stoppers with screw caps, even on premium wines. The logic was based not just on economics, but also on the fact that many wines, particularly the delicate whites, were susceptible to spoiling if corks were deficient. From their earliest experiences in the marketplace, New World producers learned the value of differentiating their products and making them more appealing to palates unaccustomed to wine. Several early products developed for unsophisticated palates were wildly successful—Ripple in the United States and Barossa Pearl in Australia, for example—but were dismissed by connoisseurs as evidence of the New World’s inferior winemaking skills. Yet these experiments provided valuable lessons in branding and marketing— skills that were rare in this industry prior to the 1970s. With wine showing the potential for mass appeal, in 1977 Coca-Cola acquired Taylor California Cellars. Other experienced consumer marketers such as Nestle, Pillsbury, and Seagram followed, and conventional wisdom was that their sophisticated marketing techniques would finally crack the last major largely unbranded consumer product. But the challenge proved more difficult than expected, and within a decade the outsiders had sold out. Yet their influence endured in the consumer focused attitudes and the sophisticated marketing skills they left behind. The other major change driven by New World companies occurred in distribution. Historically, fragmented producers and tight government regulations had created a long, multilevel value chain, with service providers in many of the links lacking either the scale or the expertise to operate efficiently. (See Exhibit 2 for a representation. ) In contrast, the large New World wine companies typically controlled the full value chain, extracting margins at every level and retaining bargaining power with increasingly concentrated retailers. And because their name was on the final product, they controlled quality at every step. To traditionalists, the New World’s breaks with established grape-growing and wine-making ways were sacrilege. They argued that in the drive for efficiency and consistency, and in the desire to cater to less sophisticated palates, New World producers had lost the character that came with more variable vintages made in traditional ways. And they were shocked that many of these â€Å"engineered products† were sold using appellation names— Chablis, Burgundy, Champagne, and so on. In response, the European Community (EC) passed regulations making such practices illegal. New World wine makers gradually adjusted by identifying their wines by the grape variety used, and eventually consumers recognized and developed preferences defined by the varietal name—cabernet sauvignon versus merlot, or chardonnay versus sauvignon blanc, for example. Indeed, many seemed to find this easier to understand than trying to penetrate the many complex regional designations that each of the traditional wine-producing countries had promoted. The Judgment of Paris On May 24, 1976, in a publicity-seeking activity linked to America’s Bicentenary, a British wine merchant set up a blind-tasting panel to rate top wines from France and California. Despite the enormous home field advantage of an event held in Paris with a judging panel of nine French wine critics, the American entries took top honors in both the red and white competitions. When French producers complained that the so called â€Å"The Judgment of Paris† was rigged, a new judging was held two years later. Again, Californian wines triumphed. 8. The event was a watershed in the industry. The publicity raised awareness that the New World produced quality wines, to the great shock of those who dismissed their innovative approaches. It was also a wake-up call to traditional producers, many of whom began taking their new challengers 5 910-405 Global Wine War 2009: New World versus Old seriously for the first time. Finally, it gave confidence to New World producers that they could compete in global markets. In short, it was the bell for the opening round in a fight for export sales. Maturing Markets, Changing Demand â€Å"The Judgment of Paris† signaled the start of many disruptive changes in wine industry during the last quarter of the 20th century. More immediately alarming for most traditional producers was a pattern of declining demand that saw a 20% drop in worldwide consumption from 1970 to 1990, and a subsequent flattening of demand. When combined with radical changes in consumer tastes, consolidation in the distribution channels, and shifts in government support, these trends presented industry participants with an important new set of opportunities and threats. Changing Global Demand Patterns. The most dramatic decline in demand occurred in the highest-consumption countries, France and Italy. In the mid-1960s, per capita annual consumption in both countries was around 110 to 120 liters; by 2005 it was about 50 litres. Key causes of the decline were a younger generation’s different drinking preferences, an older generation’s concern about health issues, and stricter drunk-driving penalties. Simultaneously, steep declines occurred in other major of wine drinking cultures—Spain dropped from 60 liters to 35, Argentina from 80 to 30, and Chile from 50 to 15. (See Exhibit 3.). During the same period, demand was growing in many wine-importing countries, although not fast enough to offset losses in Old World wine countries. From 1966 to 2005, per capita annual consumption in the United Kingdom rose from 3 to 20 liters, in Belgium from 10 to 26 liters, and in Canada from 3 to 10 liters. Even more promising was the more recent growth of new markets, particularly in Asia where consumption in China, Japan, Taiwan, South Korea, and Thailand grew at double digit annual rates through the 1990s. In fact, by 2005, China had emerged as the worlds fifth wine consuming nation ahead of Spain, Argentina, and the U. K. (Exhibits 4 and 5 lists the world’s major consuming and producing nations). It was this shift in market demand that escalated the competition for export sales into a global wine war. (See Exhibit 6 for import and export data. ) Shift to Quality, Rise of Fashion Partially offsetting the overall volume decline was a growing demand for higher-quality wines. While the basic segment (less than $5 a bottle) still accounted for half the world market in volume, the premium ($5 to $7) and the super-premium ($7 to $14) now represented 40% of the total—and more than 50% of the market in younger markets such as the United States and Australia. (Exhibit 7 shows one version of price segmentation as defined by a leading industry analyst. ) The trend was worldwide. Even in Old World wine countries where total demand was in decline, consumption of premium wine kept rising. Despite government subsidies, per capita consumption of basic wine in the EU fell from 31 liters in 1985 to 18 liters in 2005, while demand for quality wine increased from 10 liters to 15 liters. In that same 20 year period, jug wine sales in the United States declined from 800 million to 600 million liters, while consumption of premium wines increased from 150 million to 600 million liters. With the shift to quality, a greater fashion element began to influence demand. The decline in importance of working families’ daily consumption of locally produced table wine was offset by upscale urban consumers who chose bottles on the basis of grape variety, vintage, source and increasingly fashion. The 1980s’ emphasis on lighter foods led to an increase in demand for white 6 Global Wine War 2009: New World versus Old 910-405 wines, making white wine spritzers (wine with soda water) a fashionable drink in the United States market. By the late 1980s, white wine represented over 75% of U. S. sales. This all changed following the 1991 publication of a medical report identifying red-wine as a partial explanation of the â€Å"French paradox†Ã¢â‚¬â€ low rates of heart disease in a population well known for its love of rich food. Featured on the U. S. television show 60 Minutes, the report soon led to an increase in demand, with red wine’s market share growing from 27% in 1991 to 43% five years later. Even within this broad trend of red versus white preference, the demand for different grape varieties also moved with fashion. During the white wine boom, chardonnay was the grape of choice, but by the late 1990s, Pinot Gris and Sauvignon Blanc were emerging white wine fashion favorites. In red wine, a love affair with Cabernet Sauvignon was followed by a mini-boom for Merlot, which in turn was succeeded by a demand spike for Pinot Noir. Such swings in fashion posed a problem for growers. Although vines had a productive life of 60 to 70 years, they typically took 3 to 4 years to produce their first harvest, 5 to 7 years to reach full productive capacity, and 35 years to produce top quality grapes. But New World wine regions had the capacity and the regulatory freedom to plant new varieties in new vineyards and could respond. For example, in the 1990s, the California acreage planted with chardonnay increased 36%, and merlot plantings increased 31%. As these various demand trends continued, the rankings of the world’s top wine companies underwent radical change. Despite their relative newness and the comparative smallness of their home markets, New World companies took nine slots in a list of the worlds top 15 wine companies, a list previously dominated by Old World companies. (See Exhibit 8 for the listing). Increasing Distribution Power Because marketing had typically been handled by their negociants, most Old World producers were still isolated from such fast-changing consumer tastes and market trends—particularly when they occurred in distant export markets. Equally problematic was their lack of understanding of the rapidly concentrating retail channels. In contrast, because most large New World wine companies controlled their distribution chain from the vineyard to the retailer, they were able to sense changes in consumer preferences and respond to shifts in distribution channels. Furthermore, the New World companies were able to capture even more economic advantage by him and reducing handling stages, holding less inventory, and capturing the intermediaries’ markup. Even the transportation economics that once favored European suppliers’ proximity to the huge United Kingdom market changed. As trucking costs rose, container-ship rates fell, making the cost of shipping wine from Australia to the UK about the same as trucking it from the south of France. Size also gave New World companies bargaining power in the sophisticated negotiations that a concentrated retail sector now demanded. For example, following the huge wine surpluses flooding the market in the early 2000s, Australian producers used their cost advantage to drive prices lower. But equally important in the battle for volume sales was their ability to respond to retailers’ need for a consistent supply of strong brands at a good price/quality ratio. 9 In the face of this head-on competitive challenge, the French tried to defend their position through frequent promotions. 10 But they were hampered by their lack of consumer knowledge and marketing skills. The Old World suppliers’ problems became clear from their dealings with Tesco, the worlds largest wine retailer with wine sales of ? 1. 5 billion in 2007. To maximize sales, Tesco emphasized that it wanted to work with creative suppliers. Dont just bring the deals, bring me innovation,† said Dan 7 910-405 Global Wine War 2009: New World versus Old Jago, Tesco’s Wine, Beer, and Spirits division head. If you want your prices to rise, you have to persuade customers why they should pay more. 11 While a handful of icon brands prospered at the top of the market based on image and quality, the fragmentation of Old World vineyards forced most to compete at the low end on price. When some chose to take on the New World brands under the umbrella of the AOC’s reputation, it soon became clear that they lacked the skills or resources to succeed in the last growth middle market. Tesco’s Jago complained that despite its once strong reputation, the Bordeaux â€Å"brand† was losing sway with younger consumers. Heaven knows Ive tried to help them, but our consumers have such infinite choice that they dont need to make [Bordeaux] part of it. 12 Ascendancy in of Brand Power. For years, the wine industry appeared ripe for branding. The extreme fragmentation of the European industry (Bordeaux alone had 20,000 producers) meant that few had the volume to support a branding strategy. Historically, only the handful of Old World producers whose wines achieved icon status—Lafite, Veuve Cliquot, and Chateau d’Yquem, for example—were recognized brands. But these appealed to the elite, who represented only a tiny fraction of the global market. In providing the consumer confidence that branding offers, government-supported classifications such as France’s AOC had been only partially successful. Their value was weakened not only by their complexity (in 2009 there were 327 designated AOC regions), but also by the erosion of consumers’ confidence in the classification scheme as an assurance of quality13. For example, Burgundy’s most famous vineyard, Chambertin, had its 32 acres divided among 23 proprietors. While most produced the high-quality wine that had earned its grand cru status, others rode on that reputation to sell—at $150 a bottle— legitimately labeled Chambertin that wine critic Robert Parker described as â€Å"thin, watery, and a complete rip-off. †14 As interest in wine extended beyond educated connoisseurs, new consumers in the fast-growing premium wine segment were faced with hundreds of options and often insufficient knowledge to make an informed—or even a comfortable—choice. Government classification schemes required them to have an understanding of the intricacies of region, vintage, and vineyard reputation, and even if they found a wine they liked, chances were that by their next purchase, that producer was not stocked or the new vintage was less appealing. Unsurprisingly, survey data in the early 1990s showed that 65% of shoppers had no idea what they would choose when they entered a wine store. Yet even in 2009, despite many attempts, no brand had been able to capture as much as 1% of the global wine market, in contrast to soft drinks, beer, and liquor, where global brands were dominant. Although European producers and their importing agents had successfully launched several mass appeal brands in the 1960s and 1970s (e. g., Blue Nun, Mateus, Liebfraumilch), a decade later New World producers had made branding a routine part of wine marketing. For example, by sourcing grapes from multiple vineyards and regions, Australian wine maker Penfolds built trust in its products by ensuring the vintage-to-vintage consistency that branding demanded. It then leveraged its trusted brand name by creating a hierarchy of Penfolds wines that allowed consumers to move up each step from $9 to $185 wines as their tastes—and their budgets–developed. (See Exhibit 9. ) New World producers who built their marketing expertise in their home markets during the 1960s and 1970s, learned how to respond to consumer preferences for the simpler, more fruit-driven wines that were easy to appreciate. They then took those wines and the marketing and branding skills they had developed at home into the export markets. By 2007, New World companies claimed 14 of the world’s top 20 wine brands. (See Exhibit 10). 8 Global Wine War 2009: New World versus Old 910-405. The Government Solution The radical shifts in demand proved extremely challenging to Old World producers. First, there was often no new land available to plant, particularly in controlled AOC regions. Equally restrictive were the regulations prescribing permitted grape varieties and winemaking techniques that greatly limited their flexibility. So, for example, when fashion switched away from sweeter white wines, the German wine industry which was constrained by tight regulations on sugar content, watched its exports drop from over 3 million hectoliters in 1992 to under 2 million just five years later. But the biggest problem was that declining demand at home and a loss of share in export markets had caused a structural wine surplus popularly called the European wine lake. The EU’s initial response was to pay farmers to uproot their vineyards, leading to 500,000 hectares (13% of production) being uprooted between 1988 and 1996. A parallel â€Å"crisis distillation program† provided for the EU to purchase surplus wine for distillation into industrial alcohol. An average of 26 million hectoliters (15% of total production) was distilled annually in the decade since 1999. In a 2006 reform proposal, the EU aimed to uproot a further 200,000 hectares equal to the size of the US wine industry and gradually phase out crisis distillation. Critics contended that despite their intent to move towards more market-driven policies, the EU regulators were still dealing with challenges from the supply-side perspective of the grape growers.