Utilitarianism and Happiness Essay Example for Free

Utilitarianism and Happiness Essay This theory advocates that the actions worth is determined by maximizing utility (pleasure or happiness). it looks at the consequence of an action as to whether the outcome is good to the majority of people affected by it. According to Bentham, utilitarianism is the greatest happiness or greatest felicity principle. There are many types of this theory which include act vs. rule, two level, motive, negative and average vs. total. (Clifford G. , John C.2009). In act utilitarianism, when people have to make choices, they should consider the consequences of each choice and then choose that which will generate much pleasure. The rule utilitarianism looks at the rules of actions which are potential and looks at what would happen if a certain rule is followed and decides on following it if the outcomes are pleasurable. In the two-level utilitarianism, one uses intuition and they maximize the happiness. Motive utilitarianism deals with how people in reality function psychologically. In negative utilitarianism, one acts such that the least evil is promoted. Total utilitarianism allows the measurement of people’s utility depending on the total utility of those members while average utilitarianism allows measurement of utility of people by the basis of average utility of those people. (David L, 1965) Utilitarianism gives a very good conception of morality. This theory aims at achieving success and happiness and those who go to war want success and this is calculable in the theory. Utility can be looked at as increasing or decreasing in the world but it is not as easy as to be measured. For example, one can not measure happiness or pleasure of somebody. In war, what is most focused on is the security of the people and the freedom from any form of pain. If happiness is taken as a rule and not an act, we can then give ourselves the basis of measuring utility as per the theory. Peace and security of the people should be measured in the process of war and determined whether the outcome of any action is indeed fruitful. If these two lacks, there will be lack of respect for human right and the economic status will decrease. Utility measurement should not be restricted to a nation or a group but to all mankind. It this theory all actions are assessed depending on the outcome they give at the end. A utilitarian acts in such a way that everything he does is towards achieving an outcome which is good for it to be termed moral. Some wars however do not give good results and this is why a pacifist will not advocate for such. These include self-defense and those wars that are toward protecting genocides. The consequentiality prohibitions given against war are contingent for most parts. Utilitarianism view of pacifism is grounded in some rule-utilitarianism. A utilitarian pacifist argues that a rule against war or other sorts of violence will tend to promote the greatest happiness for majority of the people involved. Also this prohibition against violence can give greatest happiness and this takes into account the sentient beings happiness other than humans. From history, war produces more harm than what people view as good. There is one problem however for consequentalists as to whether war could cause more suffering that solving the problem. Utilitarian defenders then say that some of these wars increased pain and suffering. If people will go against wars then, happiness will be the ultimate result. In this theory, killing is justified if it will eventually give happiness in the end. An individual can act the way he wants but should be careful not to harm others. (William H. ,1999) Man should develop and exercise his capabilities so as to exist because man is a progressive being. Censorship and paternalism should be rejected so as to achieve knowledge and develop one in their capabilities. This theory agrees with the antiwar pacifist in that the actions of the war sometimes do not favor the outcome of happiness and pleasure as it advocate. Therefore there should be a drive against wars because instead of people solving that problem which had led them into war, they create pain in the same process. (Jeremy B. , 1979) However, if by going to war will bring pleasure to the majority involved, then wars should gear themselves towards this goal. This theory of utilitarianism is so convincing on its stand on antiwar pacifist because it argues its stand convincingly leaving those in it satisfied and feeling so moral in the sense that it presents as we have discussed. It clearly puts is stand on what it advocates for and this should not be assumed when it comes to wars. This is the ultimate goal of happiness and pleasure to the people according to Mill. (Mark P. , 1991) REFERENCES. :- Clifford G. , John C. Ethical Communication: Five Moral Stances in Human Dialogue. Columbia, MO. : University of Missouri Press, 2009. David L, Forms and Limits of Utilitarianism, 1965. Jeremy B. , An introduction to the principles of morals and legislation, 1789. Mark P. , Moral Philosophy of John Stuart Mill,Longwood Academic 1991. Wakefield, New Hampshire. ISBN 0-89341-681-9. William H. Contemporary Ethics: taking account of utilitarianism. Oxford: Blackwell Publishers Inc. , 1999.

Bullfighting :: essays research papers

Bullfighting   Ã‚  Ã‚  Ã‚  Ã‚  The spectacle of bullfighting pits a man against a charging bull. The bullfighter, called a matador, faces the bull in a large dirt-filled arena that is usually surrounded by spectators. Aided by a group of apprentices, called the cuadrilla, the matador goads the bull into charging at him. A bullfight usually features three matadors, each of whom fights two bulls. The bulls are of a distinctly savage breed especially trained to attack humans. A bullfight is relentless. If a matador is injured, another replaces him, and the bull is killed at the end of each match. To followers of bullfighting the contest between man and beast demonstrates human skill and courage as does no other sport. However, many people believe bullfighting is barbaric and inhumane.   Ã‚  Ã‚  Ã‚  Ã‚  The contest begins with a colorful grand entrance by the participants. The actual fight starts when the picadors, who are horse-mounted members of the cuadrilla. They fend off the bull's charges with sharp steel-tipped pikes, called pics. They weaken and anger the bull by piercing its neck and shoulders. Then come the banderilleros, named after their banderillas, or decorated barbed sticks. Clutching a stick in each hand, they rush the bull on foot and plant the barbs in the animal's neck, weakening and angering the beast even more.   Ã‚  Ã‚  Ã‚  Ã‚  Finally the matador comes in for the kill. Brightly dressed, he uses a sword draped with a cloth, called muleta. After a number of intricate passes with the muleta, during which the matador must work extremely close to the bull, the matador sights the bull along his sword, runs forward, and plunges it in, aiming for the half-dollar-size spot between the shoulders. If the sword enters correctly between the shoulder blades, it severs the aorta, or great artery, and the animal dies almost instantly.   Ã‚  Ã‚  Ã‚  Ã‚  A crowd-pleasing matador may be awarded one or both of the bull's ears or its ears and tail. An exceptionally fierce bull may be honored by having its body paraded around the arena. The one thing that sets the Spanish apart from most Europeans living beyond the Pyrenees mountains is their national spectacle of bullfighting. Every city and most towns of any size boast a bullring, where the crowds cheer their favorite but jeer the inept matador, or bullfighter, as he faces his large-horned adversary.

Whether the Construction Industry Is the ‘Pillar’ Industry in Hong Kong?

BRE216ECONOMICS FOR CONSTRUCTION AND REAL ESTATE Kwan Tsz Him (11168188D) Kwan Cheuk Pui (11055717D) Cheng Ming Xian (11704592D) Introduction Although Hong Kong has less land, there are always construction projects happening everywhere in Hong Kong, for example, West Kowloon Cultural District development, Kwun Tong redevelopment project, etc. However, workers and capital involved in the construction industry have been decreasing.In this report, we will discuss whether the construction industry is the ‘pillar’ industry in Hong Kong and we disagree with it. Focused industries As proposed by the Government decades ago, there are four ‘pillar’ industries in Hong Kong, namely, financial services, trading and logistics, tourism and producer and professional services. They account for about 60% of GDP and nearly half of the total workforce, in which construction industry is counted in the producer and professional services.In the 21st century, the Government wants to look forward and follow the trend of technological and advanced world, they proposed another six new ‘pillar’ industries, concerning testing and certification, medical services, innovation technology, culture and creative industries, environmental industry and education services, in which construction industry is not counted in any ‘pillar’ industry and no longer treated as important by the Government. Features of local construction industry There are several features for local construction industry in Hong Kong, with dangerous working environment being the major one.Without doubt, accidents happen all the time in Hong Kong when you simply flip through the newspaper. Some of the accidents are inevitable while some happened due to carelessness. For example, the workers may not be aware of the safety regulations, accidents always happen while the workers do not obey the safety regulations as well as not to follow the working regulations. Besides, competiti on between overseas contractors is keen. Nowadays, a lot of construction projects in Hong Kong are outsourced to overseas contractors. It is because the technology is more advanced in overseas countries such as in Germany, the United States, France, etc.With reasonable price and advanced technology, the other countries sometimes are more competitive. Moreover, labor intensive is also the label of construction industry in Hong Kong. Limited land with high population is a characteristic for Hong Kong. Labor can be easily found, however, is only applicable in the past. This will be examined in the report later. Concerning the environment, pollution is in line with the construction industry to a large extent. Since construction work will inevitably pose noise, air and sometimes water pollution.The pollution extent depends on the scale of the project. Basically, the larger scale of a construction project, the greater the pollution will be resulted. Reasons of excluding construction indus try as pillar an industry in Hong Kong As mentioned before, the feature of labor intensive can only be described in old years due to the transformation of economy. In late 80s, the HKSAR has been transforming the whole economy from labor intensive industry to commercial industry which is defined as tertiary services as finance and accounting, investing, banking and so on.In such knowledge-based society, the unemployment rate for those with low education level could be especially higher. Also, there is no new blood to enter such industry. This can actually be explained by the above phenomenon. Nowadays, most of the workers are 50 years old or above and the industry faces the aging problem. As this cannot be fixed, construction industry will decline gradually. Nowadays, the opportunity of receiving proper education is higher, thus the citizens do not willing to enter to an industry with gloomy future. Diagram showing the percentage of population distribution in different working secto rsAs for the construction industry, we may see that the percentages are actually fluctuating throughout the years and increased from 5. 4% to 6. 8% in 1971 and 2006 respectively. Only a light increase in population is resulted and also, it just accounts for a little percentage. Frankly speaking, a lot of buildings are, nowadays, built for different uses for economic development and social settlement. However, the problem of aging of such industry is becoming more serious and we can barely see how the government has implemented any scheme to cope with such problem.Total building and construction output and annual percentage change (Census and Statistics Department) | Total construction as % of GNP| Current value| 2006| 25. 1| 14. 2| 2007| 23. 7| -0. 1| 2008| 21. 1| -15. 6| 2009| 13. 8| -44. 6| 2010| 9. 2| -35. 0| Direct and indirect employment construction (Census and Statistics Department) As the diagram above suggests that the direct and indirect employment in construction is shrin king from 2004 to 2010. Also, the total output as well as the total construction as percentage of GNP is decreasing from 25. 1% to 9. 2% in 2004 and 2010 respectively.This data has indicated that the economic return and contribution to Hong Kong is contracting to a large extent. Construction distribution to GDP Gross Domestic Product (GDP) by Economic Activity – Percentage Contribution to GDP at Basic Prices (Census and Statistics Department) | 2006| 2007| 2008| 2009| 2010| Construction| 2. 7| 2. 6| 3. 0| 3. 2| 3. 3| Services| 91. 7| 92. 8| 92. 5| 92. 6| 92. 9| GDP refers to the market value of all final goods and services produced within a country in a given period. From the table above, we can find that from 2006 to 2010, the construction industry only contributed about 3% to GDP.To compare with other industries, construction industry seems has not reach the standard of becoming a pillar in Hong Kong. The problem of construction industry in Hong Kong Building contractors in Hong Kong are usually small. The competition between domestic and foreign building contractors is keen, because our building technology is labor-intensive and traditional. They compete on price, and cut costs, and sometimes, very unfortunately, corner as well. Consequently, the problems of safety and lack of technology development happened. Besides, the building cost in Hong Kong is among the highest in advanced economies.As a result of low profitability, most industry participants adopt a short-term view on business development. Complex infrastructure projects have been undertaken by international contractors most of the time. According to Labour Department accident statistics for 2005, the accident rates per 1,000 workers in the construction industry is 59. 9, these figures were higher than the overall accident rate of 30. 6 per 1,000 workers in all industries. Due to the risk is higher than other industries, lack of graduates over the next two/three years will associate with con struction.The potential danger has reduced the possibility to attract leaving certificate students into the construction professions, it increases the difficulty to continue and expand the construction industry. Number distribution of workers in construction industry (Labour Department) | End of 2000| Beginning of 2009| Total workers| 83924| 51944| Public| 44355| 20825| Private| 32704| 31119| Building| 61676| 40772| Civil| 22248| 11172| Conclusion To conclude, we do agree that construction is very important in Hong Kong. Real estate is closely linked with the economy and it creates many job opportunities.During the â€Å"financial tsunami†, government even earmarked large amounts of public money on construction projects to stimulate the economy. However, the distribution from construction industry to GDP becomes less and less while compare with the past, it only holds about 3% of GDP every year. Besides, with many problems in this industries, it is not easy for the Government to make it as a ‘pillar’ industry. We suggest that the Government still need to put focus on construction industry but it need not to be the pillar industry in Hong Kong. Reference 1.Census and Statistics Department: Report on the Quarterly Survey of Construction Output, 3rd Quarter 2011 http://www. censtatd. gov. hk/freedownload. jsp? file=publication/stat_report/commerce/B10900022011QQ03B0100. pdf&title=Report+on+the+Quarterly+Survey+of+Construction+Output&issue=Third+Quarter+2011&lang=1 2. Census and Statistics Department: Real Estate Project Statistics http://www. censtatd. gov. hk/hong_kong_statistics/statistical_tables/index. jsp? tableID=119 3. Census and Statistics Department: Statistics in the industry section of construction http://www. enstatd. gov. hk/hong_kong_statistics/statistical_tables/index. jsp? tableID=116 4. HK Job News http://www. hkjobnews. com/2010/03/7. html 5. Construction Workers Registration Authority. Annual report http://www. cwra. org. hk /information/AnnualReport/report11/index. htm 6. Shair W, Bright horizon for Hong Kong's construction sector: Recruiting newcomers. http://www. careertimes. com. hk/english/article/show_article. asp? category_id=1037;article_id=14111;title=bright-horizon-for-hong-kong-s-construction-sector;listby=date;listby_id

Marketing Principles Strategies Tasks - Free Essay Example

Sample details Pages: 9 Words: 2648 Downloads: 2 Date added: 2017/06/26 Category Marketing Essay Type Narrative essay Level High school Did you like this example? Contents Introduction Task 1 Task 2 Task 3 Task 4 Task 5 Introduction In this report we will be looking at a large organisation that we believe has used good principles of marketing to grow and business has become successful. Marketing is about identifying and understanding customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ needs and wants and we will be looking at their promoting and selling of products. This report will also explain how the organisation has used the marketing principles to grow to grow and succeed. We will also be looking at benefits of marketing orientation for HM retail store. Don’t waste time! Our writers will create an original "Marketing Principles Strategies Tasks" essay for you Create order Task 1 The definition of marketing is a method of communication that demonstrates the value of a product and service to a customer, the purpose of marketing to selling the product or service. Marketing is line that link between the buyer and the seller. Marketing activities and strategies outcome are making products available that content customers while making profits for the companies that offer the products. Marketing is more about understanding customers need and offer them what he need in a different way. HM Hennas Mauritz is a Swedish retail clothing company. It is fast fashion clothing for all type of gander, women, men, teenager and children. HM has 2,500 brands in 43 counties. HM is a customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s determined company, that Understand and try to meet their customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ needs, is at the core of everything they do. HM produce everything with a value for people and the environment. HM give a high-quality value to their products and the most important is reinforcement customers offering. HM offers and understand all the customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ need. HM offers fashion, quality clothe and even at good prices. The consequence for their store, this includes products being produced, transported and sold with care to people and the environment. HM makes more sustainable choices available to all customers around the world. HM promises are to provide fashion for aware customers. HM pay attention to their customers and offer them the products and collections they want with the designs and quality materials. HM always keep ahead of competition, to inspire and surprise customers and strengthen customers offering. As well as adding sustainability value to their products in which enables them to achieve. HM inform their customers about what they do to make fashion more sustainable in a clear and comprehensible way this is one of the main reasons, in which that make HM stay ahead in the competition. Communication well with custome r is one of the main key features of business. HM staff makes sure their customer are appreciated and enjoyed their shopping experience. HM offers for their customers all the easy ways for shopping. HM keep updating the latest fashion, whether clothes, bags, shoes or jewelleries. HM walks with the seasons as well, HM always offer sale which attracts the customers. They also do superior offers, were customers are able to buy one and get another half price or buy one get one for free. They have a policy were customers have about 30 days of refunds or exchanges, if there are not happy with their purchases. HM communicate effectively with customer through advertisements on websites, streets boards, magazines and company catalogue. HM develop by providing smart phone Apps, shopping online, media, they also offer card payments in store. Task 2 The benefited of Marketing oriented strategy are when HM forcing on customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ needs and wants. HM well known as Success Company where they know and understand what their customers want within every target market. HM produce and keep their product as cheaply as possible or in a low prices, so that they attract all kind of customers because customers will buy anything as much they can as long as ità ¢Ã¢â€š ¬Ã¢â€ž ¢s cheap. HM offers all the type of cloth and other items, HM make sure that they seal everything for large amount of costumer that they may buy and need and even make sure the is the right product to the right target market. HM do not only seal in cheap prince, they also seal quality, style and fit to the fashion and thatà ¢Ã¢â€š ¬Ã¢â€ž ¢s what attracts people most. Other way that HM attract the customers is that they have strong designer team and they proudest it fast. Market orientation helps HM to think how to develop the organisation in the future and be better than their competitors it also helps the business from failing. The advantages of Market orientation it has strong position to meet the challenge of new competition, market orientation react more quickly to changes in the market because of market information, however that may cost a lot of money. HM market orientation is that they are able to respond quickly to changes in the market because of their use of information. Task 3 HM looks deeply in clothing especially in female clothing. HM broke down the market into small section in which customers share common characteristic. HM focus on all characteristics, such as age, gender and family life style. They have got all the different age sections, people between ages the 16-50 inside the different ages, HM look in to their different life styles as well. The different lifestyles are student who is enjoying their time socialising, mums, working class which need to be dressed professional and teenagers. Beside the psychographic characteristics HM divide the benefits of each group, such as the income type, low prices for each psychographic characteristic. Student who is enjoining their time differently than the classic worker have different way that HM look into. Student age 16-25 with different income who love to be always on the top of fashion trends. Psychographic characteristic is important, where the customers have different life style, such as sporties t, enjoy parties, simple student and that makes HM provide all the type of different psychographic character HM keep updating the fashion for clothe and the other product, the benefited is to keep the student in teach with the latest fashion. The Benefited are more to the fashion, quality and the low prices. Classic women who want to looked professionals and fashionable too, HM also look differently into that segment, where the classic works has higher income than the students. The product for this segment has high price and more quality, as HM knows that kind of segment will be pay more no matter the price is. The demographic characteristics are the age 35-45 and the status, such as single, marriage and Mums. HM provide to those different characterises, different style of fashion, quality and even price. For example, single women would be more into fashion and make shopping than the marriage or the mums therefore the prices and even the style would be different than another. Mum s are always simple and most of them may not look into fashion, therefore HM has a special section with different choices of style that is suitable for them at good prices. HM also look at different cultures and religious for those segmentations, where they have all the styles that suite everyone. That depends on the location sometimes and the lifestyle at that area. HM has few competitive, such as Gap, Zara and Old Navy. However, the main worldwide competitor to HM is Zara, and the mainly reason is that their clothing style are similar. In comparison to Zara, HM offers is affordable to whose that do not work, unlike Zara it sells designer clothes mostly aimed to people that receive higher income. Comparing to other like Primark and Zara, HM has good quality cloths and suitable prices, where Primark has low prices but much less quality. The main reason why HM is ahead their competition is because of their following with celebrities. Task 4 The target customers of HM belong to the group of fashionable and trendy consumers who see shopping as a social activity providing pleasure in their daily life HM produce cheap products of responsible quality, and motivated by the latest fashion. HM offers all they the type clothing for men, children, babies and women. Beside the clothe HM also sale footwear and home decor. HM main target marker are women, who are the most look into the fashion what women wear and need, such as bags, all kind of cloths, jewellery, scarf, shoes, makeup and body care. HM offers different size, style and different colourers, all style jewellery and bags. According to the brand, HM use most of their product in their own brand, such as cloths scarf and jewellery. Some of the product has different brand such as the makeup and the body care, HM has the same product but in their own brands. However the different is the prices and even the quality. HM brand are sometimes low-priced then the other brand t hey seal in the store. For example, the nail polish has different prices; the HM brands are much cheaper than the other brands. Most of the women are not into brands, they enjoy most the style and the colours and if it on the fashion and have good quality, therefore HM do not care much on other famous brands. HM are known as a quality product and low prices. However, HM prices divided to a few sections, where the clothes are more fashionable and more quality that would be in best prices. That means HM set a high price for a product to highlight the product as high quality. HM prices are normally cheaper; some of the items are less than  £8, HM set price which is perceived as low like  £99.99 or  £5.49. Some items sales in HM found in other shops as well, HM sett normally the price similar or less to their competitive. As much as women with high income do not care about the price, where they pay what they like without worrying about the price. However, they lo ve their eyes to catch psychological pricing and premium pricing. HM always set the right product to the right price. As HM are well knows market, HM is always be placed in busy area, such as popular malls and big cities. HM also has an online shopping place which is easy for customers who are not be able to visit the store. For example, busy women who do not have time to make shopping and women who has physical problem, would rather shop online and even save time. HM magazine is the main key to get their clothing out of the market, where most of the women enjoy looking through specials high classic women who are into the fashion. HM are also show out their clothing and the latest on the social network, like Facebook, Twitter and Instagarm. The main target audience for this type of promoting are 18-25. HM do Sale promotion to attract their main targets which are all type of women, Sale promotion are buy one get one free, 50% discount, vouchers and even they give gift card in s pecialise days such as charismas. Task 5 A successful business need to plan well and make marketing dictions to avoid business from failing. There are few changes be made or happens every time and that affect every business; those changes are political, economic, socio-cultural and technological. Political are more about what the government changes may influence the economy. The government may inflict a new tax or duty due to which entire income generate structures of organizations might change. Economic are about performance that directly impacts a company and have resonating long term effects. Economic factors include increase rate, interest rates, overseas exchange rates, economic growth patterns and so on. The socio- cultural changes are more about demographics characristic, lifestyle changes, income changes and level of education. The technological do not have so much affect at the businesses rather than cost a lot of money. However, innovations in technology that may affect the operations of the industry and the mar ket positively or critically The main changes can affect HM is customers live, where that is depending on customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s income. If a regular customer who used to shop from HM, and their income became less than normal, they will prevent shopping as usual and HM will lose customer. Demographic characteristic affect the business as well, where the age changes, for example when age 40 turn to 50 that segment will find out that HM do not have the right style that fit eldly pepole. Lifestyle changes have a big role that also affects the business, for example where a customer changes the style or the fashion they used to fallow. Social mobility can cause business changing; a person can become very busy that will not be able to shop. Any changing with the government it is possible of changing industry regulations, interest rates and tax laws. That can affect the company where they need to set up the prices to be able to make more profit, even if the legislations became h igh such as wages and bills and that cost. Economic are other main changing that affect the business. HM use high-quality material, so if the material inflated that will affect the business as well, which makes HM to increase customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s prices. Inflation has other affect that can cause on any business, such as unemployment, low income, inflation level and resource availability. Interest rates may affect the businessà ¢Ã¢â€š ¬Ã¢â€ž ¢s cost of capital and even exchange rates may affect the price of imported goods. As the technology developing fast and becoming part of our life. A new discovery and innovations develop the business, such as the factory, new machines and so on. However, that will cost a lot on the business. Technology is very important to HM that make them to communicate with their customers. Internets are one of the communication methods that transfer information to nearly everyone and everywhere. Advertising is part of technology where HM advert ise their product throw TV, websites, and magazine. As the technology improves all the advertising methods will be become more expensive, that will affect the business where they will spend a lot of money to promote their product. All this business changes that affect the businesses, most have one that they can control it and achieve what they aim for. HM mange to control over the socio-cultural, where they try to meet all the customers need. HM mange how to control the prices for the product, they try not to be very expensive and all income type of customer that be able to buy. So that the customers do not get bored of the fashion they try to update the cloth and the fashion as soon as they can. Bibliography James, E. (2013) Jamez biz , [Online], Available: https://www.jamezbiz.com/2012/07/case-study-on-h.html [24 December 2013]. Pandey, A. (2011) BPMGEEK, 26 September, [Online], Available: https://bpmgeek.com/blog/what-pestle-analysis [26 December 2013]. Radman, A. (2012) Hennes Mauriz, 1 May, [Online], Available: https://hennesmauritz.blogspot.co.uk/2012/05/chap8-segmenting-and-targeting-markets.html#!/2012/05/chap8-segmenting-and-targeting-markets.html [22 December 2013]. Zubair, F. (2012) studymode, april, [Online], Available: https://www.studymode.com/essays/Hnm-Case-Study-956200.html [22 December 2013]. 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