Land Use Effects on Water Quality at Different Sites along the River Literature review

Land Use Effects on Water Quality at Different Sites along the River Ribble - Literature review Example Several scholars have released many notable works regarding river preservation. This literature review will explore the important points stated by some of them and discover how various methods suggested by them will be useful to protect the unique nature of the river Ribble in England. River Ribble situated on the North Western part of England is an important river in the UK. River Ribble originates in the Yorkshire Dales region and flows east draining into the Irish Sea. River Ribble covers nearly 110 Km from its starting point to the joint where it merges with the Irish Sea. Five rivers - Darwen, Douglas, Calder, Hodder and Ribble - drain into the Ribble estuary. The Ribble River is home to thousands of different birds and fishes. The Ribble estuary is one of the biggest in the UK. The 7 km stretch of the River Ribble starting from Settle and lasting till Cow Bridge is considered as a 'Site of Special Scientific Interest (SSSI)’. The area is home to nearly 34,000 birds and n umerous fishes like Atlantic salmon, crayfish and unique organisms like Eurasian otter. River Ribble is considered as one of the important wetland sites in the UK, as it is teeming with high biodiversity. The latest research conducted in 2011 suggests a large part of this 7 km stretch is rendered ‘unfavourable’ because of constant flooding and high pollution levels. As a result a fully fledged Long Preston Deeps SSSI River Restoration Plan was launched in 2010 (Natural England, 2011). Several organizations, like the EU Water Framework Directive, work with the aim of restoring the natural features of the Ribble basin as it is being polluted severely in the recent years owing to various reasons. All over the world, there are four main reasons for river basins getting polluted drastically. 1. The first major reason is sewage discharge. Human faecal discharges are a major form of water pollutant even in developed Western countries. Sewage disposal is usually released into t he river in from of outfall pipes, by dumping the sewage sludge in the rivers or through the wash water which brings with it an enormous amount of animal waste and fertilizers used in the adjoining lands. Converting the marshlands close to the river into agricultural lands will increase this problem by many folds. Domestic waste, organic wastes, industrial wastes everything forms a part of this sewage. The same water is purified using chlorine in the drinking water treatment plants. Excess chlorine addition to water increases the rate of bladder and colon cancer in people drinking them for many years (Perera & Boffetta, 1988). 2. Water discharges released from cooling plants in power stations and fertilizer producing companies can alter the natural temperature of the river disturbing its habitat enormously. 3. Industrial and toxic wastes like organocholrines and radioactive wastes are dumped into the river. They make the river water poisonous reducing its quantity and aqua life seve rely. 4. Agriculture and horticulture use fertilizers extensively. When they are washed into the river, the natural nutrient content in the river is increased leading to the growth of harmful plants like phytoplanktons. Algal blooms also occur. They will absorb too much water for their growth killing the river eventually. Controlling intensive farming in areas very close to the river is a must to save it (Falconer et al, 2005). It is a well known fact that the effluent from the

Believe and Culture Build Awareness Research Paper

Believe and Culture Build Awareness - Research Paper Example However, despite this seemingly important trend, many other security concerns are also emerging, which threatens the effective use of these technologies (Erickson 2008). This paper examines some of the challenges being associated with the process of establishing firm security systems in individual and corporate information systems. According to Scambray & McClure (2001), hacking can be described as the unauthorized entry into a person’s information database online. In the need for creating and using technology as a leveraging point for organizational effectiveness, individuals and organisations have developed websites and other online databases where they develop and store their confidential information. In this regard, the information is supposed to be kept away from the reach of unauthorized persons. In order to ensure that this information is secured safely, it is often expected that one uses effective and reliable passwords among other important approaches that can ensure that this information is safely secured (Scambray & McClure 2001). Additionally, the process of hosting these websites is supposed to be done on secure networks, which ensure that hackers and other malicious attackers do not gain entry into these information systems. Just like in normal aspects of life, intruding into someone’s physical space without his/her permission or context amounts to security threat. Culturally, it is important that one seeks permission before entry into a house or an office, in the same way, hacking can be seen to be violating the cultural ties that concern respect for one’s space and freedom. In all societies across the world, good mannerism involves several subsets including observing and respecting people’s physical space among others. In the same way, the development of online systems like websites and social sites is supposed to incorporate this important security concern. Across the world, many issues have so far been raised about the

Curb Your Enthusiam - an in Depth Analysis Essay Example for Free

Curb Your Enthusiam an in Depth Analysis Essay In the year 2000, the legendary comedian, Larry David ,created curb Your Enthusiasm. It is a comedy television series produced by HBO about Larry David, starring Larry David himself. He plays himself as a retired comedian producer and writer. The show follows him through his day to day life, which frequently puts him in awkward situations as he often gets annoyed with the status qua and normal social situations. Larry is extremely vocal about his irritations, involving not only him, but the other characters on the show. The show depicts an unflinching, self-deprecating depiction of his life and the lives of his family and friends. The show is called Curb Your Enthusiasm because Larry David feels that most people live their lives by means of false enthusiasm. He thinks they do this in order to give off the impression that â€Å"we are better than you†. Larry also called the show Curb because he did not want his audience to expect too much from the show following seinfelds enormous success. Curb eventually became one of the most critically acclaimed television series, reaping in numerous awards and fans. There are many versatile characters on Curb Your Enthiusiasm, which makes the show extremely dynamic. His wife and eventually ex wife, Cheryl, played by Cheryl Hines is usually Larrys voice of reason. She often guides Larry in the right direction of the social norms, and vociferously expresses her annoyance with him on his many social faux passe. Larrys best friend, Jeff Greene, played by Jeff Garlin, is another major influence on Larry’s character. He is known to be without morals and scruples, paying little regard to the fact that he is married and with a child. Many times, Jeff gets Larry involved in his infidelities, constantly building to Larrys own drama. His wife, Susie Green , played by Susie Essman, is a bully. She is constantly putting down her husband,Larry, and friends, often using profanity and sheer uncouth behavior. Although she has a foul mouth, she walks on the straight path of morality versus her husband and Larry. Last but not least, Larry himself. Larry is an uncivilized, crude, and neurotic individual. He usually has good intentions, but they are blinded by his selfish and stubborn personality. He is not shy about his thical principles and morals, and continuously voices his opinion when a situation does not go his way. Generally, he initiates his situations on petty details, which snowball into major issues and dilemmas. He pursues what he perceives to be the right path, although the social norms may dictate something else entirely. His actions continuously lead him into awkward, entertaining, and side splitting situations which he is persistent about correcting. His misjudgments are so extraordinary that Larry David created a place for himself in pop culture termed a â€Å"Larry David Moment†: an extremely awkward social situation. Some of Larry’s most famous indiscretions are â€Å"stopping and chatting† with acquaintances and tipping at restaurants. Larry David himself is an extremely talented comedian. He, along with Jerry Seinfeld co-wrote and produced the mega popular Seinfeld. After nine seasons of Seinfeld , it was an end to an era. Seinfeld ran its last episode in 1998. In 1999, Larry produced the first Curb Your Enthusiasm. Originally It was meant to be a one time exclusive, a one hour mockumentary- when the characters are aware of the precense of the cameras and crew. The show turned out to be a major success. The Larry David show quickly snowballed into Curb Your Enthusiasm, one of the greatest and highly acclaimed shows of all time. Television has many different popular genres, styles, and programs. Before Curb Your Enthusiasm arrived on the scene, the most popular programs from the nineties were Roseanne, Friends, Full House, Family Matters, and Everybody Loves Raymond. These television shows formed TV into new directions and defined the humor of the decade. They were the start of television sitcoms- shortened for situation comedies. A sitcom is a show that features characters sharing the same common environment, such as a home or workplace, accompanied with jokes as part of the dialogue. Originally, sitcoms started as radio shows, but as we evolved to a television-oriented society, sitcoms acclimated as well. One of the most famous original sitcoms is I Love Lucy, known for being one of the best and most popular shows of all time. It was the first show to perform in front of a studio audience. Lucy showed and influenced society in many ways such as the difference between the sexes. â€Å"The I Love Lucy show continued the ever-popular and age-old battle between the sexes scenarios. Ricky and Fred would try to teach the girls a lesson now and then, and vice versa. In many ways the Ricky Fred team vs. The Lucy Ethel team put men and women on equal ground, as the two continually schemed against one another with similar rates of successful schemes and backfired ones. This was one way for Lucy to escape the submissive housewife image with some defiance of her own. There was a constant desire to outdo the other sex, which perhaps was a signal of the changing times and changing roles men and women would hold in the coming decades†. Sitcoms used single camera filming style, which was more practical given the visual effects used in these shows. This allowed for the careful creation of special effects and sharp editing, features which were not possible with the same finesse in a multi-camera production. Many of these programs were not filmed before live audiences, and featured a laugh track. Jerry Seinfeld, in 1989, created Seinfield, the mega popular sitcom, known to be one of the greatest shows of all time. Seinfield follows the life and creator Jerry Seinfeld, as he lives his life using absurdism- conflict between the human tendencies to seek inherent value and meaning in life and the human inability to find any. The characters of Seinfeld have no morals, hope, ambition, and compassion. Everything they do leads to failure. The show is a show about â€Å"nothing†, meaning there is no climax or moments of pathos for any of the characters. Curb also uses many of the same attributes. The show is based on absurdism, with the characters having little or no morals whatsoever. It is also a show about â€Å"nothing†, following the characters mundane day to day tasks. Television shows have a major cultural affect on society. Friends, for example, was so popular that its influences still affect us till this day. Of example, Rachels haircut is called â€Å"The Rachel†, Joeys catchphrase â€Å"How you doin† and the Central Perk Franchise are just a few of the cultural affects Friends had on our society. It also changed the format of love and family, thriving on the concept that â€Å"all you need is good friends†. The sitcom depicts the idea that we can choose our family and live life in a more unconventional manner. According to pop-culture expert at the University of Buffalo, Friends is one of those rare shows that marked a change in American culture. Most of the Television shows that premiered when Curb Your Enthusiasm came out were complete opposites of it. For examples, shows such as Gilmore Girls, Smallville, Scrubs, and Degrassi were extremely popular. These shows are all drama comedies, scripted, and the fictional opposite of documentary style. Another popular television show is Grey’s Anatomy. Greys Anatomy is a medical drama about a group of surgeons working at Seattle Grace Hospital. The show centers on Meredith Grey (Ellen Pompeo) and her life as a resident at the hospital. In addition to her relationship with her neurosurgeon husband, Derek Shepherd (Patrick Dempsey), and best friend Cristina Yang (Sandra Oh), it also explores her relationships with her peers and the other doctors around her. It is filled with romantic drama and ethical dilemmas that are extremely unrealistic. The characters are also very good looking and impracticable. Curb is unique in many ways that makes it exceptionally hilarious and an instant cult classic. The show is mostly improvised, meaning that there is no real script that the show sticks to. The characters have a storyline, based off of a couple of pages written by Larry David himself. The actors then improvise their dialogue based on the story outline, direction, and their own creativity. Unlike most other popular sitcoms, Curb has basically no writers, no script, and no rehearsal. The characters are raw, and easily believable. They do not dress in high fashions, look like models, or act like people normally would. There is no epic romances or crazy drama. The show is just Larry taking on the social scene in his own unique way. In many episodes, Curb—like its predecessor Seinfeld—tied together apparently unrelated events woven throughout a given episode into an unforced climax that resolves the story lines simultaneously, either to Larrys advantage or detriment. For example, in the episode The Black Swan ( season seven, episode 7) that is exactly the case. In the beginning of the episode, Larry discovers that his mothers gravestone is misspelled and vows to fix it. Larry and his buddies are then seen at the snobby golf club, which has many rules that Larry constantly breaks, including accidently killing the owners swan and other golf member and refusing to tip the waiter. At the end of the show the grave says â€Å"mother of swan killer† and Larry gets caught. The whole show ties together beautifully, with every detail eventually playing a part in the ending. Another example of the show is Every show displays this brilliance, making it hilarious and highly enjoyable to watch. The show also uses a single camera setup. The single camera setup is generally utilized on comedy series that either require or strive for specific shots and camera angles and visual set-pieces. When the potential of the single camera filming style is fully maximized the camera movement, the way shots are composed and edited, and other directorial flourishes, will be as much a source of comedy as the behavior of the characters. The shows asthetics are also plain and simple, making it seem as if its real life and easy to believe. This leads to the style of the show- a mockmentary. Mockumentarys are in the same style as a documentary, yet shot when the cast is fully aware that the cameras and crews are there- like a fake documentary. It is highly improvised, meaning the characters do not memorize a script and just act. They must be creative with the story and put their own â€Å"sparkle† in it. The show is not filled with the typical dramas and unrealistic actors that other leading television series are famous for. It is therefore easily relatable and loveable. Another example using all these elements is from season eight, episide three- The Palestinian Chicken. Larry relishes his role as a social assassin until it becomes a liability with his friends, on the golf course and at a Palestinian restaurant. The story once again has a beginning, middle, and ends which all ties together towards the end of the episode. Another appealing aspect to the show is its depiction of Jewish characters. Vincent Brook stated, Curbs commitment to Jewish identification greatly enhances its storytelling capacity, as it lends greater realism and dimension to the characters and opens the show up to episodes with meaningful Jewish themes. Larry’s character mirrors the â€Å"schmiel† from Yiddish folklore. The schlemiel is usually a comic character whose actions lead to his inevitable downfall, but also stands as a form of resistance to social and cultural values and norms. David Gillota wrote: As a true schlemiel, Larrys failure serves as a direct challenge to the status quo and encourages viewers to question the myriad unwritten rules that we follow in our everyday lives. Gillota also observed: Whereas the schlemiel of Eastern Europe encountered problems that mostly affected Eastern European Jews (such as anti-Semitism and economic survival), Larry encounters problems that affect contemporary middle- to upper-class American Jews, namely, Jewish assimilation, secularism, intermarriage, and, as all of these uggest, the Jews precarious ethnic identity in an increasingly multicultural environment. Alec Berg, one of the writers for Curb and Seinfeld said, â€Å"Structure, structure, structure. Every single thing in a script must advance the plot or define a character more deeply (ideally both, in a hilarious way) or it will die in the edit†. Larry David himself is nowhere near as vivacious as the Larry David he plays onscreen. Larry lives vicariously through his character, acting as a total social piranha wherever and whenever he pleases. He has said in an interview that, â€Å"he is my version of Superman. The character really is me, but I just couldnt possibly behave like that. If I had my druthers, that would be me all the time, but you cant do that. Were always doing things we dont want to do, we never say what we really feel, and so this is an idealized version of how I want to be. As crazy as this person is, I could step into those shoes right now, but I would be arrested or Id be hit or whatever. I find the character to be honest. And honesty comes off as cranky or rude, I suppose. But that character is way happier than I am. Im cranky. Hes not cranky. Id be much happier if I were more like him. He also said â€Å"From the character I play on the show? The only difference is he’s much more honest than I am. He’s brutally honest, and I am not. People seem to think that he’s cranky, I get that. I don’t see him as a curmudgeon. I just think he’s honest, and he gets in confrontations with people because he’s honest. I am not honest. Because of this very delicate, socially balanced world we live in, you can’t talk like that†. He feels as if he is breaking through a barrier, an inhibition that he couldnt do as himself. In conclusion, Curb Your Enthusiasm is not your average Television show. Thanks to the comedic genius, Larry David, the show has become a smash hit success, running a full eight seasons and counting. It has become part of pop culture, establishing its own terms and concepts. The use of mockumentary, absurdism, dry humor, and realism are a major part of the shows charm and success. Filled with quirky and dry humor, Curb continues to break barriers, pleasing and shocking its audience’s episode after episode.

Corporate Social Responsibility Case Study On Ikea Management Essay

Corporate Social Responsibility Case Study On Ikea Management Essay This report identifies Corporate Social Responsibility (CSR) as a demanding topic which takes into deep understanding of CSR by depicting a road map of core subjects with related issues and implementation based on the principles of CSR and discusses briefly on its characteristics; pros and cons; theories and approaches; justifications and fundamental principles. This report gives an insight on the significance of CSR and examines in detail about the expected key potential gains from its operational use followed by the discussion on the problems and barriers that CSR generally faces .Finally the report chooses the case study on IKEA and discusses in depth about its CSR experiences by studying its development and strategy dimensions of CSR in corporate social agenda(strategic and responsive forms of CSR) and analyses IKEAs responsibilities as integral elements of strategy with a brief discussion on CSR communication. The concept of CSR has widened its scope and its increasing global de mand makes us to realize the responsibilities of a firm with its dimension towards social, economic and environmental impacts INTRODUCTION: This report identifies Corporate Social Responsibility (CSR) as a hot topic and the reason for choosing CSR is due to its high profile attainment in the academic domain and most of us feel CSR as an absolute necessity to define the roles of organizations in Society and apply their responsibilities to their businesses in terms of social, ethical and legal standards. Moreover, CSR has become a globalised concept and achieved business prominence because of its geographical prevalence from US origin to its widespread suitability and establishment in Europe. This report structures the content to understand the concept of CSR by depicting a road map of core subjects with related issues and implementation based on the principles of CSR and discusses briefly on its characteristics; pros and cons; theories and approaches; justifications and fundamental principles. This report gives an insight on the significance of CSR and examines in detail about the expected key potential gains from its ope rational use followed by the discussion on the problems and barriers that CSR generally faces .Finally the report chooses the case study on IKEA and discusses in depth about its CSR experiences by studying its development and strategy dimensions of CSR in corporate social agenda(strategic and responsive forms of CSR) and analyses IKEAs responsibilities as integral elements of strategy with a brief discussion on CSR communication. UNDERSTANDING CSR: The term CSR seem to be new but research predicts that there has been an evolution of its concept throughout many decades. Way back in 30s of last century, the focus of marketing was initially on distribution and logistic, that was about how to provide some products at minimal cost. With the total marketing, the centre of attention is to set on the selling systems on the marketing mix comprising the 4 Ps: Price, Products, Place, Promotion. Social marketing emerged in the 70s whereby the company decides on the long-term interests of stakeholders internally as well as externally. A stakeholder could be any individual or a group, who can influence or get influenced by behavioral impacts of an organization. The categories of the companys stakeholder are shown in the table below: Companys Organizational structure and location Involvement in the Business activity Internal External Direct Shareholders, investors, managers, employees Customers, Lenders, Tax agencies Indirect Consultants, Suppliers, contractors Community, NGOs, Media General public Professional bodies The impact of any organization on the society through their operations, products or services rendered by associating with stakeholder groups such as customers, suppliers, employees, investors and community and this can be displayed in the form of a diagram below Source: Mallen Baker (2007) Different terms and ideas are associated and so it is difficult to define CSR due to ambiguity in the CSR field of research. There is always a problem to stick onto universal definition of CSR as the concept ranges from mere compliance with law to pure Philanthropy. Corporation refers to group of members acting as an individual, be it for business or elsewhere. Philanthropy has little to do with CSR because philanthropy is about how a company spends its money and CSR is about how a company generates money and how responsibly they conduct their business in doing so. However, European commission identifies CSR as a broad concept and recognizes, CSR as a concept whereby companies integrate social and environmental concerns in their business operations and in their interactions with their stakeholders on a voluntary basis(Commission of the European Communities 2001). WHAT CSR IS NOT? 1. It is not an alternative for the regulation of companies! 2. It is not a replacement for how companies should manage their social, ethical and environmental impacts! 3. It will not save the world! CHARACTERISTICS OF CSR: The main features of CSR can be summarised as shown in the table below: Features Description Triple-bottom-line Economic, social and Environmental Voluntary All activities are taken up voluntarily. Stakeholders integrity Connecting all parties involved. Long-term action Carrying activities over a long-term period. Credibility Enhances the credibility of the firm. PROS AND CONS OF CSR: Arguments for CSR Arguments against CSR Enhances reputation in society. Solves the problems caused by business in society. Stabilises corporate power with responsibility. Increases long-term profitability Beyond government regulations. Adjusts to imbalanced demands of stakeholders. Improves environmental conditions. Business should be meant for profit maximization. Enforces unequal costs among competitors. Stakeholders compelled to hidden costs. Business may lack social skills. Makes to forget the aims of the business Social responsibility cannot be a legal responsibility. Places responsibility on the business but not on individual. CSR THEORIES AND APPROACHES: The focus on economic, political, social and ethical aspects in social reality aspects according to Parsons (1961) are primarily based on four features that can be perceived in any social structure such as adaptation to the environment ,goal attainment, social integration and pattern maintenance or latency. This hypothesis led to the classification of CSR theories into four types which can be depicted in the following table with their related approaches. TYPES OF THEORIES AND ITS FOCUS APPROACHES ILLUSTRATION INSTRUMENTAL THEORIES Focus on the economic aspect of the interaction between business and society Augmentation of shareholder value This theory argues that CSR is the only means to the end profits. It is based on wealth creation that is measured by share price. Strategies for competitive advantage Social investments in the context of competition Strategies based on the view of firms available natural resources. Strategies related to the bottom of the economic pyramid. Cause -related marketing Considering Socially recognised philanthropic activities applied as an instrument in marketing POLITICAL THEORIES Focus on the business power applicable in the areas of politics Corporate constitutionalism Firms social responsibilities arise from their strength of social power Integrative social contract Assumption of the existence of contract between the business and society. Corporate citizenship The firm is perceived as a citizen with participation in community. INTEGRATIVE THEORIES Focus on the integration of social demands Issues Management Firms response to the social and political issues and their impacts Public Responsibility Current legal procedures and public policies are considered as recommendations for social performance Stakeholder management Stabilizing the firms stakeholders Corporate social performance Exploring the responses from social legitimacy to social issues ETHICAL THEORIES Focus on the right factor to attain a good society Stakeholder normative theory Considering trustful duties towards firms stakeholders Universal rights Considering the frameworks related to human rights, labour rights and respect for environment Sustainable development Achievement of human progress by accounting present and future generations The common good Awareness towards the common good of society JUSTIFICATIONS FOR CSR: The prevailing justifications for CSR are shown in the picture below: Moral obligation Attaining commercial accomplishment in approaches that tribute ethical value Insufficient assistance to stabilize complicated competence related to social and economic interests. Varied personal values among managers and stakeholders Licence to operate Developing goodwill to safeguard the consent of Governments and stakeholders Licences and approvals are needed for a business to operate. However, this kind of approach will have to compromise in controlling CSR agenda to the externals that lack knowledge about companys operations and competitive positioning. Encourages defensive responses for time being. Sustainability Self-interest to encounter the present needs without compromising the future needs Efficiency on environmental issues yielding immediate economic benefits. In other aspects other than environmental issues, intangible long-term results give a weak justification for short-term costs. Existing justifications focus on the pressure between the firm and society rather than bringing coordination. These generic rationales give a trivial guidance for taking up company activities. FUNDAMENTAL PRINCIPLES OF CSR: CSR mainly relies on three fundamental principles such as Economic, Social and Environmental areas. The purpose of CSR is to integrate business activity with its culture for attaining sustainability in its economic, social and environmental areas. Each fragment of CSR includes activities, which differ depending on the type of firm and the needs of stakeholders. ECONOMIC AREA: The firm is expected to behave as a transparent enterprise .Positive relationship among the investors, customers, suppliers and shareholders is expected. Economic impacts at local, national and international levels should be monitored. Stakeholders and the activities of CSR in the economic area of the market are shown in the table below: Economic area Market Stakeholders Owners and investors Customers/consumers Suppliers /partners Regulatory bodies Media CSR activities Creates ethical codex Transparency Best practice management Practice anti-corruption Build Stockholders relations Build Customer/consumer relations Build suppliers relations Build investors relations Protect intellectual property SOCIAL AREA: Responding and tackling the behavioral attitudes to employees in the working environment and focuses on assisting the local community. The company influences the working standards, education, health safety and develops the cultural aspects. The stakeholders and CSR activities in the social area are shown in the table below: Social area Stakeholders Work location Local community Employees Unions Non-Profit organizations Public CSR activities Health safety of the employees Human resources development Get rid of child labour Follow working standards Supporting laid-off employees Assurance of jobs Supporting social integrity Corporate volunteerism Donor ship Educating Public Improving the quality life of employees Creation of jobs and develop local infrastructure. ENVIRONMENTAL AREA: The Company focuses on its impact on ecosystem and elements like land, air and water. The company feels its determination to protect the natural resources. Environmental area Stakeholders Groups related to environmental aspects. CSR activities Eco-friendly processing and manufacturing products and services. Agreement with regulatory and standards(ISO,EMAS) Renewal of energies policy by recycling and using eco-friendly products. Lessening the environmental impacts. Protecting the natural resources. ROADMAP FOR CSR: The following roadmap depicts the core subjects and CSR implementation based on the principles of Source: vi.unctad.org/russiast09/docs/millercsr.ppt CORE SUBJECTS AND ISSUES: Issues related to core subjects of CSR can be depicted from the following table: CORE SUBJECTS ISSUES ORGANIZATIONAL GOVERNANCE Shareholder activism Political economy Cross border investments by foreign investors HUMAN RIGHTS Due attentiveness Risk conditions Escaping complicity Determining grievances Inequity and susceptible groups Civil rights Political rights Employees fundamental rights Socio-economic and cultural rights LABOUR PRACTICES Social conversation Child labour Forced labour Employment relationships Work conditions Social security Health and safety at employment Training and progress in the employment ENVIRONMENT Avoidance of Pollution Maintenance of resources Mitigating and adapting climatic change Protecting the nature REASONABLE OPERATIONS Anti-corruption Sensible political implications Good competition Encouraging social responsibility in the field of influence Assessing the value for property rights CONSUMER ISSUES Awareness Market sensing Health and safety for consumer protection Consumption sustainability Consumer support and solution for disputes Data security and privacy Entry to necessary services COMMUNITY PARTICIPATION AND IMPROVEMENT Education Culture Creating employment and developing skills Advancement of technology Income generation Social investment Community health CSR DRIVERS: The key drivers of CSR are discussed in the table below: DRIVERS DESCRIPTION Profound self-interest Generate ethical, social and economical cohesion where markets, labour and communities are linked to work together. Social investment Social capitalism and contribution to infrastructure has been seen progressively as necessary part of business activity. Transparency and trust Public perceives business as low ratings of trust. Public expectation about companys openness and accountability leads to prepare a report encompassing their performance in the areas of social and environmental issues. Increased public expectations of business Public expects beyond the companys contribution to the economy by taxation and provision of employment. In addition to the above key drivers, the following list shows general drivers of CSR. Business Risk management Reputation and brand management Learning and innovation Cost savings and operational efficiency Competitiveness and market positioning Improved relations with regulators Organizational transformation and continued improvement IMPLEMENTING CSR: Each firm is unique in its operational procedures, its awareness of CSR issues and the amount of work done towards CSR implementation.Therefore; different firms adopt different frameworks depending on their CSR approach.However, it adds value to the firm when CSR is implemented in a systematic route by integrating its mission, strategy, cultural, environmental and risk profiles, processes and activities. The following framework for CSR implementation gives scope to build quality and environmental management, which follows the model of plan, do, check and improve based on ISO standards .This flexible framework can be adapted by any firm as suitable for its organization. Implementation Framework PHASES STEPS TASKS Plan 1.Perform CSRassessment Gather a CSR management team Work out the definition of CSR Re-examine corporate documents, processes and activities Recognize and connect key stakeholders 2. Build up a CSRstrategy Develop support with experienced managerial staff Investigate others tasks Design a format of proposed CSR activities Build the ideas for scheduling and the business case for them Fix on areas of roadmap, methodology and focus Do 3. Explore CSRcommitments Take a glance on CSR commitments Organize discussions with key stakeholders Design the group to develop the commitments Plan for an introductory draft Check with concerned stakeholders 4. Implement CSRcommitments Build an integrated CSR decision-making framework Prepare a CSR business plan Lay down the quantifiable goals and find out the measures of performance Slot in the employees and to whom so ever applicable to CSR commitments Propose and perform CSR training Set up workshop to address the behavioural problems Design for setting up internal andexternal communications Check 5. Authenticate and report on progress Gauge the performance Hold stakeholders Report on performance Improve 6. Evaluate and Enhance Assess the performance Discover the opportunities for enhancement Engage stakeholders Double-check: Once a cycle completes Go back to plan and go ahead with subsequent cycle SIGNIFICANCE OF CSR: The issue of CSR initiatives and the perceptions of ethical standards have gained more attention by the management in considering approaches to strategic marketing. Usually, CSR is of growing importance towards managing the business processes and is magnetizing growing company investment. Unfortunately, marketing departments lack the skills to manage even the issues related to reputation thereby narrowing the insights. For example, pharmaceutical companies were criticised in the media for arrogance and lack of transparency. In order to rebuild its reputation, Pfizer took initiative to offer free medicines to those who were laid-off during recession. So marketing strategy expects to look for opportunities for better competitive positioning in market segments through increased customer value integrated with CSR initiatives. Majority of business leaders are focusing on CSR as a tool for differentiation and competitive advantage leading to generate revenue. CSR is not only important in considering the consumer relationships but also scrutinizes business-to-business relationships (comprising supply chain partners) with stakeholders like investors, government and lobby groups. CSR is an important business strategy by giving meaning and direction to day to-day operations. Satisfying each of the stakeholder groups allows companies to maximize their commitment to another important stakeholder group-their investors, who benefit most when the needs of these other stakeholder groups are being met. The business succeeds when values within the decision-making process and objectives of the organization are met. Lifestyle brand firms, in particular, need to live the ideals they convey to their consumers. CSR as a strategy is becoming increasingly important for businesses today because of three specific trends shown in the table below: Trends Discussion Changing social expectations: Consumers and society in general expect more from the companies whose products they buy with the regulatory bodies and organizations in place to control corporate excess. Increasing affluence: A society in need of work and inward investment is less likely to enforce strict regulations and penalize organizations that might take their business and money elsewhere. Globalization: The Internet fuels communication among like-minded groups to initiate a product boycott. These three trends portend corporate success. The result of this mix is that consumers today are better informed and feel more empowered to put their beliefs into action. CSR is particularly important within a globalizing world because of the way brands are built, at a time when these values and demands are constantly evolving. CSR can therefore best be described as a total approach to business in maintaining brand dominance. KEY POTENTIAL BENEFITS OF CSR: The benefits to firms, community and environment by practicing CSR can be discussed at length in the following table: KEY POTENTIAL BENEFITS DISCUSSION Efficiency in risk management: CSR oversees and scrutinizes the corporate activities by effectively managing the risks involved in governance, social, economic, environmental and legal aspects in day-to-day complicated market, thereby safeguarding the supply for overall market stability. Impact analysis about a firm by considering the concerns of the parties involved is one of the better ways to anticipate in managing the risks. This ultimately sharpens the decision-making. Enhanced reputation management: Reputation of a firm is mainly based on values such as trust, quality, reliability, which reflect the organizations image and brand recognition and so any firm concerned about addressing the CSR issues, can manage their reputation with effective CSR management. Ability to develop the recruitment and retention of staff: Effectiveness in CSR policies improvise the human resource management which has direct impact on firms image related to its products and services.CSR indirectly aids in executing the programs that enhance the morality and loyalty of employees who are valuable resources for companys performance. Fostering innovation, competitiveness and market positioning CSR gives positive impact in avoiding the risks by tackling diverse stakeholders who are the basic sources for generating ideas for novel products and markets thereby differentiating from its competitor, which result in competitive advantage, thus developing competitive strength based on innovative business models. For instance, a certified firm with social and environmental standards improves the chance to become a supplier to specific retailers. Increased operational efficiencies and cost reductions: By implementing CSR, there is always an opportunity to transform waste streams into revenue streams by systematic approach of environmental aspect of renewable energies by reducing costs through recycling. Tangible cost savings signify the reduction in carbon emissions. Building efficient supply chain relationships: A firm is at risk to susceptibility in its supply chain. Companies with like-mindedness can build long-term business relationships with aim to increase their profits by maintaining standards and thereby tackle the risks. Larger firms encourage smaller firms with whom they are related to take up CSR approach. For example, particular retailers may require their suppliers to adopt certain codes and practices. Improved ability to tackle change: CSR aids as a radar to anticipate the emerging market trends and by regular stakeholder dialogue with customers, a company can respond to any changes that occur in regulatory, economic, social and environmental aspects. Generate robust social licence to function in the community: Better understanding between citizen and stakeholder recognition of the firms activities and objectives can render enhanced stakeholder relations, thereby giving scope for robust alliances of public, private and civilized society.CSR enhances the social capital. Enhances investment: As CSR enhances the brand reputation, it leads to raising the companys profile in the investment community. The company value can be improved through further investments.CSR approach drives the financial institutions about incorporation of social and environmental criteria into their project plan leading sharp decision-making of where to invest money and this motivates the investors to look for better CSR management. Better relations with media and government regulators: CSR indicators act as tool for the governments to decide on obtaining export assistance contracts in some countries. In many cases, though CSR activities are beyond the regulatory requirements, governments considered CSR views to expedite the approval processes for firms in order to meet their sustainability goals by recognizing the business sector engagement as a requirement. Building customer relationships: In Cause related marketing the altruistic activities of the firms can be recognized by morally conscious customers who may be flexible in paying higher prices or in reduced costs may increase their purchasing power and so CSR in broader sense has significant impact in building the long-term customer legitimacy,loyalty,trust or brand equity. Acting as a catalyst for responsible consumption: In order to combat with the ever changing consumption patterns, company has to play a key role in achieving sustainability by the way it supplies its goods and services in the marketplace to meet responsible consumerism which considers to relate consumer rights and issues and how well the relationship between producers and consumers is authorized by regulatory bodies. BARRIERS AND CHALLENGES: CSR implementation in a competitive world draws certain barriers and challenges which are due to : Difficulty in implementing CSR concurrently with other business Concerns in a balanced and remarkable manner Difficulty of transparency Lack of clear communication Economic thoughtlessness Various instability problems in developing countries especially problematic for SMEs Complexity of the issues involved and so difficulty in managing the supply chain and regulating the sub-contractors Complex set of issues as CSR covers a broad array of direct and indirect business performances, achievements, and so its impacts differ from one business sector to another International differences that may lead to lack of universal acceptance in examining the potential impacts of CSR. Misinterpretation due to CSR being judged differently in many parts of the world depending on different priorities. For example, Chinese consumers interpret social responsibility as safe, high-quality products, while South Africans consider it as a contribution to healthcare and education. In Australia, Canada, Indonesia and the UK the highest priority is to protect the environment. In Turkey, it is believed as an indicator for charitable donation. In U.S, France, Italy and Switzerland and most of South America, the highest priority is towards fair treatment of employees. Complex set of stakeholders appealing to the business for a CSR attitude the appropriate stakeholders need to be involved stakeholder involvement is important, yet difficult Always ambiguity between CSR and financial success Low voluntary acceptance of CSR can lead to green washing Lack of devices to measure, monitor evaluate and report the impacts Two myths Smaller companies think it the responsibility of the bigger ones and It is mainly a philanthropic exercise High overheads of implementing and sustaining CSR efforts. No universally accepted frameworks Some of the main internal company barriers to CSR initiatives are: Executives recommending strategic marketing programmes that focus on CSR-based positioning must be aware of the likely barriers and challenges from those who do not believe CSR as a legitimate strategic tool. CASE STUDY: CSR AT IKEA: The reason for choosing IKEA as case study of CSR work is to understand its CSR focus as a leading company, which ranks as the first in CSR in the Accountabilitys Responsible Competitiveness Index 2008 (RCI). IKEA was selected due to its long history and experience in the area and its response to several CSR-related crises and criticisms that has enabled the organization to develop structured policies and a range of collaborations and initiatives with stakeholders and could set an example for companies aiming to develop their economic and environmental sustainability. IKEA is a value-based Swedish furniture giant that has wide recognition for its focus on cost reduction and it is a progressive company that manages to integrate its cost focus with CSR issues. This report discusses in detail about how this integration is possible for IKEA and it is interesting to know its implications for other companies who want to combine CSR into their business practices. The CSR experience gained by IKEA can make other companies to realise that CSR is not necessarily a cost addition but it is a cost-cutter, which imparts increasing knowledge on how companies can be socially responsible. The aim is therefore to analyze the relationship between the value addition by CSR for a company to its corporate strategy. Public awareness about IKEAs CSR activities is only through proper communication and so this report investigates on how the CSR is communicated by IKEA. This report d

The Playground Of The Gods :: essays research papers

The Playground of The Gods Cathy Spellman's, The Playground of The Gods is an exuberant novel which deals with murder in a remote tropical paradise but can further be read as an illustration of man's ignorance and invasion of nature. "Do it big, or stay in bed."( Larry Kelly). These are words that Thoros Gagarian lives by. He is one of the wealthiest men in the world and when picking his private paradise, only one place on earth could serve his needs and fantasies. This place is Mora Utu-The playground of the Gods-a green jewel in the placid blue expanse of the South Pacific, the most luxurious and seductive private preserve anywhere on the planet. Once his prized-possession has been found, Thoros immediately ships the island natives to a different island and brings in his construction crews to hurriedly build his paradise in order to have it ready for a celebratory visit by 12 of his close friends. In the introduction to the story, Cathy Spellman makes clear the notion that the protagonist, Thoros Gagarian views himself as an indestructible god. Her descriptions of his haste purchase of his Island paradise shows a man for whom their is no boundaries. His arrogance is further displayed in his building of his compound. Spellman's voice of reason comes from a spiritual Mexican couple who are Thoros's servants. They not only warn but predict of many consequences to the ignorance to which nature is being shown. â€Å"Nature will not permit alteration on such a scale.†(Emilio, 114). However, these warnings are ignored by the men who do not appreciate a bizarre servant couple speaking of things which money can't buy and power can't control. This is when Spellman's utilization of irony comes into the picture. A member of the party catches a tropical fever, yet he can't be cured because the tree which possesses the antidote was destroyed in the creation of the facility. This is followed by a serendipitous chain of events which is climaxed

Family Structure Trends in Europe Essay -- Papers Home Family Divorce

The implication for social policy as a result of the changing face of the ‘family’ has been enormous. In order to evaluate them adequately, I shall look at 4 main transitory factors which have had, and are continuing to have, implications for social policy, specifically within Europe. These are: Downward trend in marriages, the rise in single parent/lone parent families, increasing participation of women in the workforce and their consequent economical success, and the incessantly declining rate of fertility. The notion of family thirty years ago was relatively simple. A married couple, two children, an extended family in the form of grandparents and even a pet were seen as constituting the norm. One of the main factors that influenced the fragmentation of this image, in Britain at least, was the introduction of The Divorce Reform Act in 1969 (Glennester, pg 163). The immediate period after the introduction of this law, brought on by considerable pressure from feminists in the 1960s period of liberalism, witnessed a sudden influx in the number of women abandoning their marriages in search of bigger and better things. Married couples were increasingly becoming separate entities, and, over time, this pattern has altered to an extent that marriage is now losing its hold as an important social institution. Lewis (1992 In: Glennester Howard:British Social Policy since 1945 pp 164) made use of the Male Breadwinning Model to depict the belief system upon which social policies were initially formed; women were dependent upon the male, unlikely to participate in the labour work force after marriage and likely to remain in the domest... ...ng policies. The rising irregularities in family life can also be seen as a result of the contradictions within existing policies. Whereas on the one hand the state urges its members to show increasing participation in the labour force, it also encourages the maintenance of the traditional notions of 'family.' This requires females to remain at home and men to dominate in the financial domain, a lifestyle which is unlikely; financial requirements of raising children are now are so high that it needs dual work, which in turn increases individualisation, one primary reason the state is in a frenzy with regards to childcare. What is required is a balance between the two variations; the traditional and the new, but whether social policy can incorporate the new 'fluctuating' family into it's make up remains to be seen.

Malaysian Airline System

From a small air service that began with a 5-seater twin engined Airspeed Consul in 1947, Malaysia Airlines has grown into an award-winning airline with a fleet of more than 100 aircraft, servicing more than 110 destinations across six continents. Today, Malaysian Airlines System Berhad is a corporation with a vision of global expansion. The airline's network will grow extensively in response to consumer demand for worldwide coverage. The airline's enhanced in-flight services, reliable ground support and excellent infrastructure will set new world standards. Company History: Malaysian Airlines System Berhad is the holding company for Malaysia's national airline carrier, one of Asia's fastest growing airlines. Through several other subsidiaries, the company manufactures aircraft parts, offers trucking and cargo transportation services, caters food, provides laundry and dry-cleaning services for airlines and other industrial institutions, and oversees a travel agency. Company Chairman Tajudin Ramli owns a significant share in Malaysian Airlines System (MAS), and the Malaysian government retains a strong voice in MAS affairs. 930s Origins The history of Malaysian Airlines dates back to 1937, when the Straits Steamship Co. of Singapore joined forces with two British companies–Ocean Steamship Co. and Imperial Airways–and won approval from Singapore's government to operate an airline in the region. Malayan Airways Limited was registered on October 21, 1937. Getting clearance and getting planes in the air, however, proved to be two different things for Malayan Airways Ltd. Operations did not begin until 1947, well after the Japanese occupation had come to an end, when a twin-engined Airspeed Consul lifted off from Subang International Airport in Kuala Lumpur, linking that city with Singapore, Ipoh, and Penang in the north of the country. In 1947 the fledgling airline added a 21-seater DC-3 to its fleet of three Airspeed Consuls. By the end of the year the airline was flying to Jakarta (then called Batavia), Palembang, Bangkok, Medan, and Saigon (later called Ho Chi Minh City). Jointly controlled by the intercontinental carriers BOAC and Qantas, Malayan Airways as for a time run by Keith Hamilton, who would later become head of Qantas. 1960s Independence Following Malaysia's political establishment in September 1963–the new country comprised the former states of Malaya and Singapore, and the one-time colonies of North Borneo, Sabah, and Sarawak–Malayan Airways became Malaysian Airways and was reorganized to focus on connecting the new country's disparate regions. Expansion brought more aircraft into the fleet after Borneo Airways was purchased and folded into Malaysian Airways in 1965. This brought four Dakota jets and two Scottish Aviation Twin Pioneer aircraft to the carrier's stable of aircraft. More organizational changes for the airline occurred in 1966, a year after Singapore seceded from Malaysia to become a sovereign state on its own. That year, the governments of Singapore and Malaysia jointly bought a controlling stake in the airline and renamed it Malaysia-Singapore Airlines Ltd. (MSA). Powerful Boeing jets then entered the fleet and enabled flights to reach a number of far-flung Asian destinations. However, differences between Kuala Lumpur and Singapore over the future direction of MSA prompted a split in 1972. Lee Kuan Yew, prime minister of Singapore, desired a truly national carrier for his country, the aim being to fly a small fleet of Boeing 707s displaying the yellow and blue colors of Singapore Airlines. Malaysia likewise chose to go its own way. In October 1972, Malaysian Airline Systems (MAS) was established. (The acronym MAS means gold in the Malaysian language. ) Each of its aircraft would henceforth sport a winged tiger logo, a stylized form of the traditional Kelantan â€Å"wau† or Malaysian kite. The split was crucial to the future fortunes of MAS. From 1972, the airline continued to see itself as a regional carrier, connecting a myriad of remote destinations in Peninsular Malaysia, including Sabah and Sarawak. Singapore Airlines, on the other hand, was committed from its inception to becoming an international success. By 1975, Singapore Airlines was flying to Seoul, Hong Kong, and Taipei. A year later, that airline was carrying passengers to Paris, Dubai, and New Zealand. Unlike Singapore, Malaysia looked to focus on exploiting its vast reserves of natural resources–petroleum and petroleum products, natural gas, timber products, and rubber. The country's government would choose much later than Singapore had to attempt competing with Western companies in manufacturing and high-tech markets. Thus, maintaining a successful regional airline carrier was judged the best strategy for Malaysia during the 1970s. The company slowly built up its regional services to Jakarta and Medan in Indonesia. Later the destinations of Bangkok, Hong Kong, Manila, and Singapore were added. â€Å"Malaysia felt that MAS was not serving the needs of Malaysians,† explained Abdullah Mat Zaid, director of corporate planning at MAS. Expanding as a regional airline was not without incident for MAS. In 1978, the company's low-wage policy met with a setback. Kuala Lumpur had set out rules limiting union activity at the national air carrier as a means of keeping wages and costs down, and a bitter and disruptive labor dispute occurred in 1978. Events surrounding a strike at the national airline prompted the government to intervene and cite MAS workers as being engaged in illegal activity. Several union officials were subsequently arrested. Growth in the 1980s–90s  An economic boom in Malaysia during the 1980s helped spur growth at Malaysian Airlines. By the end of the decade, MAS was flying to 47 overseas destinations. These included eight European cities: London, Zurich, Paris, Frankfurt, Istanbul, Vienna, Amsterdam, and Brussels. MAS also flew at this time to six Australian cities–Brisbane, Adelaide, Darwin, Perth, Melbourne, and Sydney&mdash well as to Auckland, New Zealand. Besides flights to such Asian hubs as Hong Kong, Tokyo, and Peking, MAS also connected with Los Angeles and Honolulu. By 1992, MAS had added scheduled flights to Athens, Madrid, and Rome, and plans were in motion to reach at least one destination in Eastern Europe. Moreover, a new service to South Africa and Brazil was scheduled for 1993. The airline would also look to reach one city on the eastern seaboard of the United States. MAS also chose during the early 1990s to expand by teaming up with other airlines to make additional destinations available for its customers. For example, Iran Air connected Kuala Lumpur with Tehran, and Royal Jordanian connected MAS flights with Amman. In addition, joint services to Chile and Argentina were discussed in late 1991. The impetus for this expansion came from Malaysia's burgeoning economy. Between 1986 and 1991, the country's export-oriented economy posted an average real growth of nine percent. Changes to Malaysia's foreign investment rules during the mid-1980s were designed to help speed a shift from an economy previously dependent on natural resources to a finely tuned industrialized economy. At the same time, a number of large Asian and Western corporations such as Sanyo, NEC, Toshiba, and Philips established branch plants in Malaysia. The extra traffic of company officials flying back and forth from their headquarters to Malaysia, and the transportation of their high-tech goods, spurred on ticket sales for the airline. The number of business passengers MAS accommodated was underscored by gross foreign investments in Malaysia that rose 30 percent in 1991 to M$10. 7 billion ($5 billion). The 1980s–90s Tourist Trade As the country's export trade thundered ahead in the late 1980s, so did the domestic passenger traffic in and out of Malaysia, and naturally tourism also provided a springboard to expansion for MAS. By the late 1980s Malaysia began to go after the prized Western tourist, a market already well exploited by neighboring Thailand and the Philippines. Nearly 5. 5 million travelers visited Malaysia in 1991. Although the country, and its airline, were hit by the effects of the Gulf War and global recessionary conditions, tourism contributed M$5 billion–or $2. 4 billion&mdasho the country's trade balance in 1991. The bulk of these tourists came from neighboring Brunei, Indonesia, the Philippines, Singapore, and Thailand. Kuala Lumpur's plans to build a number of luxury golf courses in the country were expected to help secure growing numbers of Japanese tourists. Getting into the package tour business also helped MAS encourage increased passenger traffic. Malaysia Airlines Golden Holiday packages and Malaysia Stopover packages were established in 1984. These encouraged European and Australian travelers in transit between the two continents to take a rest break in Malaysia before carrying on to their final destination. To further stimulate tourism, a joint campaign was run by the Malaysian government and MAS to declare 1990 Visit Malaysia Year. During the year, some 7. 4 million tourists flew into and out of the country, as compared with the 4. 8 million tourists who visited Malaysia in the previous year. Another source of new traffic for the airline was the growing number of foreign students attending educational institutions in Malaysia. In September 1989 the International School of Kuala Lumpur registered 700 students; a year later, the school had doubled its enrollment. By the same token, young Malaysians were studying in Europe and North America. In Canada, where many Malaysian students attended universities, it was felt in early 1992 that this new traffic source might warrant regular service between the two countries. Canada's own national airline, Air Canada, which was suffering from economic recession and increasing global competition, was slow to grant Malaysian Airlines landing rights. The Canadian government felt that allowing MAS to land in Vancouver would encroach on territory commanded by Canadian Airlines International Ltd. , while Toronto International Airport was considered the preserve of Air Canada. Malaysia's case at the time was not helped by Ottawa having a year earlier announced the cancellation of Singapore Airline's landing rights in Toronto. Even so, Kuala Lumpur officials reasoned that Canada was out-of-step in trying to protect its national airline carriers. The global airline industry as a whole was going the opposite way, towards increased deregulation and competitiveness. Malaysia was prepared to wait for Canada to accept its growing economic might and grant reciprocal landing rights. Intercontinental traffic for the airline was encouraged by the purchase of Boeing 747 wide-body jets. By 1991, the airline had four of them, and three more were added a year later with an average of two more due for delivery each year until 1995. In 1992, a tightening labor supply in Malaysia, in part the result of its increasingly prosperous economy, was cited by international corporations as the prime obstacle standing in the way of future expansion plans. Manpower shortages were especially acute at the middle management and technical levels. All of these circumstances would impact on MAS's passenger and cargo traffic figures as the country's economy moved from the farm to the factory and beyond. Amid this backdrop, the Malaysian government in 1992 forecast that passenger traffic on the country's combined airways–international and regional–would grow by ten percent annually in the five years before 1997. International freight volume in the same period was expected to rise by 13 percent annually. Officials in Kuala Lumpur announced in 1992 that they had plans to build a new international airport in Sapang, adding that all other airports in the country were expected to cope with the increased passenger demand of the 1990s without the need for expansion. Government forecasts in 1992 pointed to 9. 5 million passengers to be carried by MAS that year, a figure expected to jump to approximately 15 million by 1995. Cargo was also identified as an expanding source of revenue for the airline in the 1990s. In recognition of this potential, MAS in 1992 introduced MASkargo in order to begin providing a full cargo service to the United States and Europe. A DC-10-30 jet was fitted to carry up to 60 tons of cargo per flight. Further plans were announced to purchase an additional Boeing 747-400 freighter to carry 45 tons of extra cargo per flight. In 1992 MASkargo also opened a fully automated cargo handling center in Penang. The new facility complemented the expanded MAS Cargo Center at Subang Airport, which provided semi-automated and computerized facilities including elevating transfer vehicles and electronic scissor lifts fitted with computerized scales. Expansion at the cargo center brought MASkargo's total warehouse storage space to 150,000 square meters. The ambitious expansion plans taxed the carrier's profits, which were nearly halved, from M$206 to M$120, between 1991 and 1992. Turnover increased 23 percent in 1992, however, reaching M$3. billion. Correspondingly, employment at MAS rose from 17,575 workers in 1992 to 20,370 in 1993. Demand for flight crews was so great that the carrier contracted for 35 percent of these positions with overseas personnel, mostly Australian. Fifteen hundred of the employees worked in the airline's unique flight kitchen, which served 22 airlines. All 17,000 meals a day were hallal, that is, observing Muslim dietary restrictions that prohibited pork. During this time, MAS hired Star Wars producer George Lucas's special effects unit to create a stunning sci-fi television commercial. The spot, which aired around the world, was commissioned to present MAS as a modern, world-class airline and featured a huge kite-shaped space station. The cost was estimated at between $2 and $4 million dollars. In 1993, MAS bought a 24. 9 percent interest in U. S. charter operator World Airways. The company also leased five of its MD-11 aircraft. Operations personnel, in high demand at MAS, were also made available. 1994: Ramli Buys a Stake in the Airline In 1994 Malaysian entrepreneur Tajudin Ramli bought a 32 percent controlling interest for M$2 billion ($745 million) worth of stock. The government retained an 11 percent interest. Tajudin, who had earlier put together a mini-aviation empire in preparation of competing with MAS, was saddled with an overlarge fleet and diminishing profits. Although sales rose to $M4. 1 billion ($1. 6 billion) in the fiscal year ending March 3, 1994, profits fell from M$145. 4 million ($56. 4 million) to M$7. 7 million ($2. 9 million). The carrier was still receiving large shipments of new aircraft, including Boeing 747s, and sales of its used aircraft were slow. Some of MAS's new A330 aircraft were delivered late, resulting in penalty payments from Airbus. ) Tajudin immediately set out to trim the fat. He introduced a more businesslike attitude and required better reporting from the company's managers. Aircraft utilization was increased. The carrier signed code-share agreements on transpacific routes and promoted its Kuala-Lumpur-Los Angeles route to attract more business passengers. Virgin Atlantic Airways teamed with MAS in 1995 to operate joint London-Kuala Lumpur flights. The service proved convenient for Virgin's Australia-bound passengers. Planes stayed just as full after the number of flights was increased from eight to 14 a week, although the two carriers faced very formidable competition from the British Airways/Qantas alliance, which operated the only single-plane service between London and Australia. MAS recorded its highest ever pretax profit in 1996–97 of M$349. 4 million ($120 million). The company continued to buy new planes and relocated to Kuala Lumpur's new Sepang International Airport, a move expected to further enhance its reputation. However, the new airport's opening was plagued with lost baggage, computer malfunctions, and other annoyances. Depreciating Malaysian currency brought MAS debt up to M$12 billion by 1998. Debt servicing helped MAS lose M$260 million ($62 million) in 1997–98. In response, the carrier deferred new aircraft purchases, sold old planes, and slashed underperforming routes. A new restructuring plan put forth by Tajudin, whose hands were tied by the government when it came to cutting jobs, was rejected on the grounds it would rescue Tajudin at the expense of minority shareholders. Foreign airlines with an eye towards global expansion (such as Thai Airways and British Airways) seemed interested in investing in the troubled carrier, however.