MAD and Boomerst throughout the Cold War - 1327 Words

In the aftermath of World War II, tensions heightened between the two dominant powers: America and the USSR. The differences between the ideologies of the communist USSR and the capitalist United States led to a rapid deterioration in relations. The era between 1945, which marked the end of World War II, to 1991, when the Soviet Union dissolved, became known as the Cold War due to the fact that despite the lack of large scale conflict, both sides still feared a nuclear holocaust. Both the United States and the Soviet Union followed the military strategy of mutually assured destruction (MAD), meaning that neither side was willing to risk first attack lest the other nation retaliate massively . The fundamental tenet behind MAD that enabled it to serve as an effective deterrent was the idea of secondary strike capability. In essence, it was the ability of a nation to launch a counterattack and thereby ensure mutual destruction. Submarine launched ballistic missiles (SLBMs) fulfilled thi s criteria admirably due to their ability to stay submerged for extended periods of time, the difficulty involved with locating a submarine, and their invulnerability to nuclear missile attacks when submerged. As a result, the United States attempted to corner this leg of the nuclear triad. In 1949, the United States signed the North Atlantic Treaty Organization (NATO) with the United Kingdom, France, Canada, and other capitalist states . Through this treaty, the countries agreed to defend each

Formal Definitions Of Public Health Nursing Essay

A. Relevant historical overview, including the earliest reference to public health nursing While there are several formal definitions of the public health nursing, Lillian Wald, who is considered to be one of the first public health nurses in the United States, said that it as â€Å"love in action, and there is no finer manifestation of it than the care of the poor and disabled in the own homes† (Masters, 2014, p.32). In 1983, with the help of her colleague, Mary Brewster, she established a first independent public nursing service called Henry Street Settlement, which later became the Visiting Nurse Association of New York City. It laid the foundation for public health nursing in the United States. Several years later, the need for public health nursing became more evident during the influenza epidemic of 1917 (Masters, 2014). Wald didn’t see public health nursing as simply taking care of sick people at their homes. She wanted to turn it away â€Å"from the traditional philosophy of benevolent visiting into autonomous methods and organizations† (Frache l, 1988, p. 88). In her vision, the goal of public health nurses was to address and treat economic and social problems. It is because of the work of Lillian Wald and her fellow colleagues, public nursing today strives to improve the living conditions of entire communities through collaboration with social agencies. B. Qualifications and/or experience As the field of public health nursing has been evolving since the 19th century, so haveShow MoreRelatedThe Work Of Dock And Wald Raised Public Health1513 Words   |  7 PagesAt Henry Street, the nurses resided within the community; therefore, they too experienced the community’s public health problems. In addition, being part of the community enabled them to provide immediate interventions and education on universal precautions. Subsequently, children were less sick and attended school regularly. Infection control was proven to be effective in lowering the infant and children mortality rates. In 1914, Henry Street’s records indicated, community nurses treated a totalRead MoreDefinition And Scope Of Practice1515 Words   |  7 PagesThe definition and scope of practice in nursing has evolved through time. In order to safeguard the public health and to regulate the profession, the Nursing ad Midwifery Council was created. Furthermore, the NMC Code of Conduct, popularly known as â€Å"the Code† itemizes regulations as the baseline of good nursing and midwifery practice, and serves as a primary tool in protecting the health and wellbeing of the public (NMC,2008). This essay will discuss three issues mentioned in the code as well asRead MoreDefinition And Scope Of Practice1517 Words   |  7 PagesThe definition and scope of practice in nursing have evolved through time. In order to safeguard the public health and to regulate the profession, the Nursing and Midwifery Council was created. Furthermore, the NMC Code of Conduct, popularly known as â€Å"the Code† enumerates regulations as the baseline of good nursing and midwifery practice, and serves as a primary tool in protecting the health and wellbeing of the public (NMC, 2008). This essay will elucidate three issues expressed in the code andRead MoreInterpreting The Role Of Nurses During Kerala s Public Health Care System1680 Words   |  7 PagesResearch Proposal Interpreting the Role of Nurses in Kerala’s Public Health Care System Name of the Guide: Dr. Mathew George Pallavi Muraleedharan Enrollment Number: M2015HE018 Master of Health Administration (2015-17) 1. INTRODUCTION The shortage of qualified human resources in the health sector is a major challenge India is currently facing. 18% of the primary health centers are without a doctor and out of the 52% sanctioned posts for specialists at CHCs that remain vacant, 55% areRead MoreThe And Background Of Nightingale1740 Words   |  7 Pagesthat the evolution of nursing began with Florence Nightingale. She has been awarded the title of the founder of modern day nursing, and many of the practices she implemented in an effort to improve patient care, has molded nursing practice into what is it today. The purpose of this paper is to summarize the credentials and background of Nightingale, review her environmental adaptation theory, and identify sources of her theory. We will also state the major concepts/definitions of the theory as wellRead MoreWhat Is Nursing? Essay2869 Words   |  12 PagesNursing is universal in the sense that nurses can be found almost in all countries around the world (Henderson, 1 978). They are in the hospitals, in school clinics, in the community centres, residential homes and even play major roles in some of the popular soap operas in television. There are even television shows that mainly revolve around nurses and which chronicles what they do at work - both the positive and the negative. It is one of the most visible and easily identifiable occupations as comparedRead MoreThe Role Of Nurse Practitioners1687 Words   |  7 PagesThe nurse practitioner role was established not only to elevate the nursing profession but to fill a void in underserved areas in need of medical care. For over fifty years, nurse practitioners have provided both care to those in need and seen their profession practice flourish. 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It is the first formal document establishing the principles and rights in our country. (Kingi ,2007, p. 4) The Nursing Council of New Zealand (2011, p. 21) stated that the definition of the Treaty of Waitangi is that it is, â€Å"The founding document for Aotearoa/ New Zealand signed in 184 0 by Maori people and the British Crown.† The Treaty of Waitangi was â€Å"designed as a platform for Maori Health development† in order to help the decreasing population of MaoriRead MoreHistorical Development of Nursing Timeline1181 Words   |  5 PagesHistorical Development of Nursing Timeline NUR/513 Theoretical Foundations of Practice Historical Development of Nursing Timeline With this paper the focus was on the authors focus on important nursing events from a historical perspective. In the early beginnings of nursing, religion played an important role since religious servants often provided healthcare services to the local communities. Nightingale obtained her education in Germany with Deaconess in Kaiserswerth (Gustafsson amp; Engstrà ¶m

Significance of Brand Equity- Samples for Students-Myassignment

Question: Outline the Elements of Brand Equity attained by Andersen Consulting. Answer: Inroduction Brand Equity and Brand positioning are important elements for firms that helps them improve their overall success. The purpose of this report is to outline the elements of brand equity attained by Andersen Consulting and how it has helped the company further its business objectives. The paper will first analyze the initial problems faced by the company, the current state of the company and the efficacy of the solutions used. This information will be useful in the understanding of the company and industry dynamics. It will also offer an analysis of Accenture marketing position and the methods it has used to improve its industry position. The paper will also offer further discussion on alternative solutions and recommendations with regard to the marketing position of these two firms. Overall, the purpose will reveal the important of rebranding and repositioning strategies especially when they are done effectively to improve a firms position in the market place. Problem Identification and Analysis In this case, Arthur Andersen founded a consulting firm. In the development of the firm, it opened up other units that included the administrative services division which was focused on helping clients implement information systems. Further, the division increased its scope of operations and included the research and analysis facilities that would enable clients have access to information which would be useful in its decision making (Hair and Lukas, 2014, 231). Later on the consulting business boomed and the administrative unit became the MICD, the success and identity of the MICD was directly linked to Arthur Andersen. This association was not beneficial to the company since it was difficult to associate it with innovativeness and the creativity that it carried. It therefore gave the company low market visibility. There was therefore a need to rebrand and reposition the companys division. The aim of the company was therefore to increase its brand visibility through an image initiati ve. The aims of the image initiative were to increase awareness, differentiate itself from the IT services companies and create a distance from the accounting heritage and clear positioning of the firm in the market place. Some of the initial methods included changing the company name. They remained with the Anderson mainly due to its brand equity. It also provided a clear positioning of the company since it sued the word consulting. It is important to consider how effective some of these methods were and which alternative solutions would be available to Accenture in improving its brands visibility. It was important for Accenture to improve its overall brand equity in order to reposition itself well in the market place (Hanssens and Yildirim, 2014, 545). Statement of Key Issues Brand Equity Brand Equity is an important component for businesses. It is through which companies obtain their competitive edge. It is made up of an accumulation of a variety of tangible and intangible factors that includes brand loyalty, brand awareness, and brand associations which is derived from consumer perceptions and knowledge of the brand (Kim and e Mauborgne, 2014, 67). For Andersen Consulting, there were a number of factors which contributed to its brand equity in the 1990s. First, the company has a unique market position derived from the provision of valued strategic business services as well as IT business solutions. In addition, it was clear that compared to IBM which was seen purely as one that produces IT solutions, Andersen Consulting was seen as providing business insights to clients. The company also engaged in advertising that helped in the promotion of the company image and positioning compared to other professional services companies which chose not to advertise since they viewed the process as inappropriate. For example, the company was the first to launch its advertisements in airports. The company also advertised in print and television (Huang and Sarigll, 2014, 123). It also increased its visibility in corporate sponsorships of athletes and various charities. For example, it supported the World Gold championships and the Van Gogh exh ibit. Also, most customer perceptions with regard to the business considered it as creative, driven and innovative. It became the number one mentioned firm when the term consulting was mentioned. The accounting unit also provided the company with brand equity since they were initially known for providing good services. It also gave them the ability to have a reach to clients whom they had already had business relationships with (Kirzner, 2015). Another factor that contributed to its brand equity was its revenue performance. By 1998, it was amongst the top market leaders with increase in revenues by 20%. It is also clear that the company was also able to increase its brand awareness. Between 1990 and 1993, brand awareness had increased to 79%. The company also hired a PR firm which helped it in performing industry analysis, manipulation of client perceptions and stimulation of public interest. The company also increased its distribution channels. It managed to establish 110 offices in 48 countries with over 100 000 employees and 2000 partners. It is therefore evident that the company satisfied the 4Ps of a marketing mix (Lusch and Vargo, 2014, 36). These 4 Ps helped them in increasing their brand equity over the years. The company used promotion effectively in increasing brand awareness which were tools not being used by companies at the time. In addition, the use of a PR firm was helpful in increasing the publicity of the company especially by engaging it in public events and press publications. The company was also successful in using its initial contacts from the accounting and IT business to continue client relationships in management consulting. In addition, the credibility created by Andersen contributed in the provision of brand equity to the firm. It was therefore a useful move for the company to maintain Andersens name for the firms name since it stimulated client loyalty (Mayer Ottanaviano, 2014, 534). Accentures Brand Equity and Andersen Consulting Brand Equity When Andersen Consulting rebranded in 1999, it helped the company prepare for the change of name to Accenture. Therefore the name Accenture provided the firm with an element of continuity. The name was therefore derived from the initials of Andersen Consulting and the rest were derived from the vision and mission of the company. The new name gave the company increased visibility of its image and direction in terms of the positioning of the firm and its desire to take on a more global market (Mintz, and Currim, 2013, 33). In order to increase brand awareness and reduce brand confusion, the company engaged in an aggressive two phase marketing strategy. The first step involved creative advertising, promotion and public relation methods which aimed to increase brand recognition, brand association and brand recall. This was clear in 2001, when the brand name Accenture was recognized higher than how Andersen Consulting previously was recognized. In addition, the distance created from Arthu r Anderson was timely since it removed any confusion or brand dilution which would be later associated with Anderson especially due to the Enron saga (Sheth and Sisodia, 2015, 87). The brand equity was targeted to increase the global market available to the company at the time and the positioning of the firm to the targeted market. The advertising campaign also helped the company in its advertising strategy. It used the term, Now It gets Interesting, to stimulate interest into what the firm was able to offer to the market in the new wave of change. In addition, the company was able to maintain its already established equity with former clients which gave it the ability to push on further. The advertising campaign increased the revenues of the company by 350%. The company used methods that emphasized that the change of name was merely a change and not that the company was shifting to something else totally new to the consumers (Pavlou and Stewart, 2015, 222). Competition with IBM Accenture had set its position as a firm which provided management and technology consultancy services. The company is therefore ahead of IBM in terms of the management consulting competencies but plays second fiddle in terms of the technical expertise where it is meant to compete with IBM. It is therefore necessary that Accenture aims to increase its technical expertise and forward engagements in management of innovation and provision of clients with creative solutions and implementation of client ideas. The company should therefore aim to increase engagement in terms of service delivery and implementation. The company may also increase its level of credibility by providing incentives to clients in the event certain business objectives were achieved (Babin and Zikmund, 2015). However, the company does have sufficient brand equity in terms of being the first in the industry in the provision of management consultation services. It has also been able to build image and brand equity through aggressive advertising and creating a persona for the organization. In addition, the companys engagement in publicity, the company was a step further than IBM in terms of its brand positioning (Bloom and Van Reenen, 2015, 43). The company may best compete with IBM in terms of increasing their technological expertise and also advertising that business function of the firm. The company may resolve to use their engaged clients to provide them with the opportunity of revealing such competencies. In the event that they manage the technology consultancy well with their present clients, through word of mouth they will be able to increase their market share. Tiger Woods as a Spokesman For the most part Tiger Woods was an effective spokesman for the company. It is important that companies associate with celebrities that identify with their brand. In that period, Tiger Woods was quite a successful athlete and one of the highest paid golf players in the world. The campaign therefore considered some of the personalitys dimensions provided by Tiger Woods as a celebrity spokesman. He demonstrated sincerity, he was down to earth, honest and a cheerful personality. He demonstrated excitement in that he was spirited, imaginative and up to date. He showed competence since he was seen as reliable, intelligent and successful. He also showed sophistication in that he was charming, upper class and good looking. These elements were relatable to the business image which was being built by Accenture. The company wanted to demonstrate itself as being honest to its customers, competent in terms of the services it provides. It also aimed to reveal its youth and dynamism as well as th e desire and ability to succeed in any engagement that it is involved in (De Mooi, 2013). The company therefore aimed to personify its character by looking for a human being who would represent their high performance business strategy that reveals certain sector strengths. Most of the advertisement showed Tiger Woods engaging in high performance competitions that resonated with the ability of the company to deliver high performance in the market place that enable their clients achieve excellent results (Czinkota and Ronkainen, 2013, 56). It is therefore clear that the company has the ability to accomplish its objectives in identifying with Tiger Woods as a celebrity spokesman for its brand. Conclusion For the most part the companys journey in rebranding and repositioning itself has been quite effective. The company has managed to increase its brand awareness. Through advertising campaigns more people have become aware of the company and the services that it has to offer. The company has been able to increase its level of positioning. it has been able to separate itself from the identity of Arthur and engaged in a dynamic campaign that made the company a global brand. In addition, the company has been able to maintain successful brand relationships with initial clients who have helped to further their brand. The company also managed to achieve its objectives through a celebrity spokesman whose personality and sportsmanship was able to identify with the companys brand of success and delivery. The companys rebranding process reveals that it should be effectively targeted in order to facilitate a win with regard to the objectives that look into achieving the companys identity goals an d positioning in the marketplace. References Babin, B.J. and Zikmund, W.G., 2015.Exploring marketing research. Cengage Learning. Bloom, N., Propper, C., Seiler, S. and Van Reenen, J., 2015. The impact of competition on management quality: evidence from public hospitals.The Review of Economic Studies, p.rdu045. Czinkota, M.R. and Ronkainen, I.A., 2013.International marketing. Cengage Learning. De Mooij, M., 2013.Global marketing and advertising: Understanding cultural paradoxes. Sage Publications. Hair Jr, J.F. and Lukas, B., 2014.Marketing research. McGraw-Hill Education Australia. Hanssens, D.M., Pauwels, K.H., Srinivasan, S., Vanhuele, M. and Yildirim, G., 2014. Consumer attitude metrics for guiding marketing mix decisions.Marketing Science,33(4), pp.534-550. Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education. Huang, R. and Sarigll, E., 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. InFashion Branding and Consumer Behaviors(pp. 113-132). Springer New York. Kim, W.C. and e Mauborgne, R., 2014.Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard business review Press. Kirzner, I.M., 2015.Competition and entrepreneurship. University of Chicago press. Leonidou, C.N., Katsikeas, C.S. and Morgan, N.A., 2013. Greening the marketing mix: do firms do it and does it pay off?.Journal of the Academy of Marketing Science,41(2), pp.151-170. Lusch, R.F. and Vargo, S.L., 2014.The service-dominant logic of marketing: Dialog, debate, and directions. Routledge. Mayer, T., Melitz, M.J. and Ottaviano, G.I., 2014. Market size, competition, and the product mix of exporters.The American Economic Review,104(2), pp.495-536. Mintz, O. and Currim, I.S., 2013. What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities?.Journal of Marketing,77(2), pp.17-40. Sheth, J.N. and Sisodia, R.S., 2015.Does marketing need reform?: Fresh perspectives on the future. Routledge. Pavlou, P.A. and Stewart, D.W., 2015. Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix. InNew Meanings for Marketing in

John Milton and Paradise Lost free essay sample

This paper deals with the importance of the character of Satan in John Miltons epic poem Paradise Lost. In John Miltons Paradise Lost, the reader witnesses the dramatizing power possessed by Satan, and how he takes advantage of this power in order to satisfy his own causes. This paper studies the character of Satan and shows how Milton uses human characteristics such as the ability to manipulate, the capability of deception, and the power of persuasion to personify Satan and in this way allows the reader to see the bad in evil and sin through Satan, and the good and justifications in the judgments of God. Using flattery to compliment her beauty, and allowing her to recognize the fact that all of Edens animals adored her, he slyly inserts the proposition that will allow her to become greater in power and being, A Goddess among Gods, rivaling the omnipotent power possessed by God. We will write a custom essay sample on John Milton and Paradise Lost or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Satan came in the form of a snake, the only reptile and animal that could have the ability to pluck the forbidden fruit from the tree. When questioned how he attained the ability to talk and interact, he simply answered that he ate the fruit of the tree, and received the knowledge equal to that of a human. Immediately, this inserts the subject of curiosity into the mind of Eve, whose free will allows her to wonder exactly why the fruit of the tree is forbidden.