Disruptive Innovation

1 Introduction This assignment provides the study on Disruptive Innovation using Clayton Christensen’s framework. Apart from this, this assignment also tells how the companies should react to the upcoming technologies and what should be the course of action for the same. 1. 1 Innovation There is no specific definition for innovation as such. But, according to me, innovation is creating something new or changing the old to achieve the competitive advantage and meet the increasing customer demands.This is achieved either by introducing new products, new ideas, and processes or just by changing the design of the product or the processes as per the customer demands. Innovating and creating new products and services has become very important topic of concern for all the organizations in today’s rapidly changing world. If you are not innovative, you may never know when your products become obsolete. 1. 2 Types of Innovation There are three main types of Innovations: Sustainin g innovation: This type of innovation needs to be developed to ensure that the customers are satisfied with the products and services and to stay in the game.For example upgrading the processor from dual core to Intel core i3 to i5 and enhancing the performance of computers. Breakthrough Innovations: These innovations upgrade the level of existing category of products or services. For example I phone was a breakthrough innovation in the world of mobile market. It changed the perspective of the customers and eventually other companies started following the trend. Disruptive Innovation: In this type of innovation a new product or a sevice is introduced that creates a new market or massively alters an old one so that old players cannot compete.They are called disruptive because they disrupt the current behavior of the market. For example Introduction of computers was a disruptive innovation for companies who manufactured typewriters. According to Clayton Christensen Disruptive innovati on offers lower performance initially as per the current market demand. But, at the same time it provides some new attributes which prosper in some different market. After conquering different markets, it eventually displaces the former market. Here we will talk about the hydrogen fuel Cell vehicle a disruptive innovation.How the introduction of hydrogen fuel cell vehicle will disrupt the market for oil industry, current internal combustion engine manufacturers and many others. At the same time we shall talk about how the companies are responding to this upcoming technology and how are they coping up with the new technology. Before going into the statistic part let us know in brief how the hydrogen fuel cell works, how it is different from internal combustion engine and what the benefits of hydrogen fuel cell are. 2 Hydrogen Fuel Cell a disruptive InnovationA fuel cell is an electrochemical device which converts chemical energy into electrical energy. It uses hydrogen and oxygen fro m air to produce electricity. Since no combustion is involved, it does not emit harmful gases and the efficiency of such device is much higher than an internal combustion engine. Apart from this it does not involve any moving part hence making it more silent and reliable source of energy. 2. 1 Working Hydrogen fuel cell consists of two catalysts anode and cathode, and an electrolyte. Hydrogen is fed to anode and oxygen from air is fed to cathode.At anode, catalyst causes hydrogen to split into positively charged ions protons and negatively charged ions electrons. The electrolyte, that is polymer electrolyte membrane allows only positive ion to flow through it. So the protons pass through membrane towards cathode and electrons pass through the external circuit towards the cathode. The flow of electron from the external circuit causes the current and eventually it goes to cathode and combines with positive ion and oxygen to emit water or water vapor. Hydrogen is is a fuel of great pot ential.Thought it is not an energy source, but it is an energy carrier. Hydrogen can be manufactured using renewable energy resources such as wind, solar etc. the research is still on on how to produce hydrogen on a larger scale. Following Figure show the working of a hydrogen Fuel Cell. Figure 1: Working of a Hydrogen Fuel Cell 2. 2 Benefits of a Hydrogen Fuel Cell Following are the benefits of a hydrogen fuel cell Zero green house gas Emissions: As water is the byproduct of the fuel cell, the emissions of harmful gases such as carbon dioxide, sulphur monoxide, etc is not there.Hence, it is a zero emission product. Though some amount of carbon dioxide is produced during manufacturing hydrogen, but research is on to manufacture hydrogen using renewable energy resources. Reduced Air Pollution: As there are no harmful gases emission involved in fuel cell, air pollution will be reduced considerably. Improved efficiency: Fuel cells are more efficient than internal combustion engine. A c onventional combustion egine generates efficiency up to 40% whereas a fuel cell generates efficiency more than 50% and has the potential to reach 85%.Other Benefits: the transportation will be oil independent, since there are no moving part, it is more reliable. 2. 3 Applications Fuel cells have wide range of applications. Following are the applications of a fuel cell: Transportation system: currently oil industry and internal combustion engine dominates the transportation system. But keeping environment and diminishing resources of fuel in mind it is predicted that by 2025 – 2030, hydrogen fuel cell will dominate the transportation sector. Power Generation: Fuel cell can also be used to generate power.It can be stationary power or a portable power. 2. 4 Challenges Following are the challenges that a fuel cell faces today: Cost: Cost of a fuel cell is a major concern right now. Due to expensive materials like platinum is used as a catalyst, the cost of fuel cell shoots up. bu t the research is on and it is most likely that the cost of a fuel cell will come down to $30 – $50/KW for transportation and $1500/KW for stationery power. Storage: Storage of hydrogen is again another concern especially for the transportation system since it has very low density in terms of volume.Research in this area is also going on to store the hydrogen fuel at high pressure. Infrastructure: Again to develop infrastructure for hydrogen is a big challenge cost wise. To develop infrastructure a collaboration will be required between automotive and energy companies. Other challenges include the safety issues to carry hydrogen, Durability of the fuel cell and public acceptance. But research I going on in all the areas and there will definitely be a solution to all the challenges. 3 Clayton Christensen’s Theory of disruptive technologyChristensen developed a framework that could be applied to any market at any point of time so long as the attributes to be measured qua lify for the characteristics presented in his framework. According to Christensen, companies fail because of the following reasons: Companies depend on customers and investors for resources: if the company doesn’t satisfy the customers or the shareholders, it will be difficult for the company to survive Small market cannot provide the growth needed by large companies: Large companies concentrate their efforts where the returns are high and often concentrate where the cost of sales is high.Technology supply exceeds the demand: Rapidly developing technology may often outpace the customer’s needs. When such thing happens opportunity for new entrants develop to enter into the market and come with a new product. Companies with best technology tend to improve the existing product often incrementally. And while focusing on the top end customers, a lower end market remains unserved until a new entrant comes with a potentially disruptive technology. And eventually new market be gins to grow. And once this new market starts gaining the footage, it causes the existing technology to become obsolete.Following graph will help us understand Christensens framework more clearly. Figure 2: Clayton Christensen’s Framework of Disruptive Technology The market is always divided into tiers the higher end market that represents the main customers who buy the product and the lower end market represents the customers who are least to buy the products. And performance is the main criteria by which customers buy the product. Sustaining innovation: As explained earlier, it could be incremental or radical that improves product performance for the main customers.The focus is mainly on improving the performance of the existing products and satisfying the main customers. Disruptive Innovation: It enters in the lower tier of the market with lower cost and attractive value for the lower market customers. Following are the charecteristics of a disruptive technology. * Offers low performance * Targets small market * It is tied with uncertainties * It introduces a new performance criteria in a new dimension * Generally non market leaders introduce such new products in a lower tier market with attributes to benefit lower end market.Moving back to the graph on Christensen’s framework for disruptive innovation, disruptive technology with an innovation enters at point ‘a’ with a lower rate for lower end market. At the same time market leaders are improvising their product using sustaining technologies and satisfying the mainline customers. And when the sustaining technology reaches point ‘b’, it is the peak time for the sustaining technology and after that the market gets saturated. This is the time when the market leaders need to innovate something new and create the new market. After point ‘b’, supply crosses demand.On the other hand, disruptive innovation enters at point ‘a’ satisfies the lower end customers and after improvising it reaches point ‘c’ the main stream customers. At point ‘c’ now, it is very late for sustaining technology to develop a new product for the main stream customers. Here it is very important to distinguish between different types of innovation. Incremental innovation occurs when small improvements are made to products/services. These, basically strengthens the market position of the firm and entrenches the industry. Radical Innovation occurs when major improvements are made to the products/services.These changes require new marketing channels and often put other firms out of competition and at the same time make old technologies obsolete. Transformational innovation occurs when the innovation is of such a nature that it destroys whole industry and changes the nature of the market. So if we have to summarize Christensen’s framework it would be, as the sustaining technology improves along the mainstream customer, disrupt ive technology enters at the lower end market, improvises along the existing dimensions and enters the main stream market.It eventually changes the basis of the competition from functionality to reliability and from reliability to convenience and eventually to price. Now, let’s apply this Christensen’s framework to today’s automotive world that is internal combustion engine as the sustaining technology and the hydrogen fuel cell as the disruptive technology. 3. 1 Comparison of Hydrogen Fuel Cell technology with the Christensen’s Framework of Disruptive Technology Let us compare the performance of fuel economy and green house gas emissions of internal combustion engine and hydrogen fuel cell vehicles.From the graph, we can agree that internal combustion engine is a sustaining technology incrementally improving its performance. Initially let’s say in 1980’s the fuel economy of a vehicle was around 4-6 km/l of gasoline and now it is around 12-1 5 km/l. green house gas emissions have also reduced by introducing hybrid option. But it is predicted that internal combustion engine will reach the point ‘b’ somewhere by 2015. That is it will reach the saturation level of innovation. Further development in internal combustion engine will result in more of supply than demand.This is the time when people will anticipate the change, and the change of disruptive technology in our case it is hydrogen fuel cell vehicle. Initially it keeps emerging and improves the performance in new dimension and tries to attract the main market stream. During the time emergence hydrogen fuel cell through experimentation seeks commercialization. And it is predicted by 2020 it will seek commercialization. Meanwhile, the internal combustion engine will steadily grow beyond the customer demand and will start losing its hold in the main market.In 2020, at point ‘c’, the market is ready to accept high performance vehicle, in terms o f fuel economy. And beyond this point, the hydrogen fuel cell vehicle keeps on improving rapidly. This will eventually bring the phase out of an internal combustion engine and forcing it out of the market by 2030 – 2040 completely and hydrogen fuel cell vehicle becoming the base technology. Beyond this it will improve incrementally until the new disruptive comes and phase out the hydrogen fuel cell technology. Green House Gas EmissionGlobal warming is one of the prime reasons fro shifting the paradigm from internal combustion engine to hydrogen fuel cell vehicle. Following graph shows the global warming potential of gasoline, flex fuels and hydrogen fuel cell in various stages from manufacturing to the end of life of a vehicle. Figure 3: Global Warming potential comparison of 3 different types of Engine. It is clear from the graph global warming potential that is emission of harmful gases from a fuel cell vehicle is less than a gasoline and the flex fuel vehicle.From the grap h, it is seen that only while production for the fuel of hydrogen fuel cell vehicle, the emission of harmful gases is high, but it is very less compared to the gasoline and flex fuels. Apart from that, research is also going on for producing hydrogen using renewably resources such as wind, solar and nuclear. 3. 2 Conclusion It is evident that hydrogen fuel cell vehicle is a disruptive technology and will cause a phase out for the internal combustion engine. But when we compare it to the Christensen’s framework, it slightly contradicts.Hydrogen fuel cell vehicles in literal sense are not targeting the lower market initially. The cost of the product is not low. But all other parameters remain the same. It is focusing on the new dimension and at the same time it is threat to the internal combustion engine world. Apart from this slight difference, hydrogen fuel cell vehicle is definitely a disruptive innovation, and will definitely lead to transformation of technologies and will change the basis of competition from fuel economy to green house gas reductions with the environmental pressure. 4 Current ScenarioIf we talk about hydrogen fuel cell in today’s world, it is still an emerging technology which looks solid and promising in terms of fuel economy and reduction in green house gas emission. Research in this particular area is going on all around the world since the global warming level is increasing and the environmental pressure is acting on all the governments. In this scenario, the companies who are already into research in this area will survive and the companies that are still not doing any kind of research or innovation and still trying to improve the sustaining technology might just phase out of the competition.Further we will see cases and findings of various companies in this area including oil industry, automotive industry and the industries related to this huge sector of industries. 4. 1 Oil Industry: Today, the energy sector is run majo rly by oil industry. And majorly oil after refining is consumed by transportation industry. Around 90%of the oil is consumed by the transportation industry, and out of that around 50% of the industry consumes gasoline and the rest is diesel, LPG, Naphtha etc. Major players in this oil industry today are Saudi aramco, shell, BP, Exxon Mobil and chevron.Saudi Aramco (Saudi Arabia)is the major producer of the oil today and has the maximum exports all over the world, then it is followed by other companies. Apart from green house gas emissions and environmental pressure, the increasing rate of oil so frequently gives us an idea that even the oil reserves are diminishing day by day. Now increasing research and development in this area poses threat on oil industry as well. Even the oil industries have started doing research in this area. Basically these companies are doing research on how to produce hydrogen using the existing technologies in large scale.Following are some of the findings of the oil companies in this area. 4. 1. 1 Saudi Aramco (Source: http://www. keei. re. kr/keei/download/seminar/101117/II101118_b02. pdf, www. saudiaramco. com, www. mbifoundation. com/media/18961/final%20bpr. pdf) Following are some of the conclusion made by research and development department of Saudi Aramco. : * H2 production using existing petroleum infrastructure will be a potential economical option compared to other technologies. * Need to integrate the carbon capture and storage (CCS) technologies along with hydrogen production for efficient carbon management. Alternate hydrogen production technologies, such as electrolysis and renewable sources, have significant technical and economical challenges (energy intensive and high capital). * Significant progress made in the demonstration of liquid hydrocarbons to hydrogen. Apart from this, Saudi Aramco has also filed a patent in US office for the naphtha based fuels which can also be used for vehicular purpose. 4. 1. 2 Shell ( So urce: http://www. shell. com/home/content/environment_society/environment/climate_change/biofuels_alternative_energies_transport/hydrogen/, http://articles. atimes. com and http://www. thelivingmoon. com/41pegasus/02files/Alternate_Fuel_Shell_Oil_Hydrogen. html) Shell had started its research on this topic since 1999 and had anticipated the change in the world of automotive industry and power sector long back. Shell has joined hands with the leading car making companies and power companies and working on this project. Shell is already working in collaboration with Siemens, Toyota, Daimler Chrysler and has reached a long way in this area. It has also opened various hydrogen fuel stations in United States of America, Europe and Asia.And it is offering free fillips at various fueling station just to promote the upcoming technology. Following picture is one of the fueling station in United States of America where hydrogen fueling is provided. Figure 4: Hydrogen fuel Station by Shell 4. 1. 3 BP: (Source: http://www. bp. com) Like Shell, BP is also one of the world's largest energy enterprises, BP has been extensively involved in hydrogen energy demonstration projects around the world to explore feasible solutions to hydrogen economy.In China, BP and PRC Ministry of Science ; Technology have been co-working on a hydrogen energy project to set up China's first hydrogen fueling station in Beijing. As one of the world's largest energy enterprises, BP has been extensively involved in hydrogen energy demonstration projects around the world to explore feasible solutions to hydrogen economy. In China, BP and PRC Ministry of Science ; Technology have been co-working on a hydrogen energy project to set up China's first hydrogen fueling station in Beijing.Apart from this BP has joined hands with the leading companies like Daimler Chrysler, Ford Motor Company, General Motors, Solarex and working on various projects like fuel efficiency, CO2 management, Hydrogen Fuel Cell. Apar t from the companies all these companies also join their hands with various Universities who help the in doing their research. 4. 1. 4 Exxon Mobil: (Source: http://www. exxonmobil. com, http://www. dutchdailynews. com/air-products-and-exxonmobil-start-up-new-world-scale-hydrogen-production-plant-in-rotterdam/) Exxon Mobil again is not left ehind in the research of hydrogen fuel cell and the production of hydrogen on a large scale. Following are some of the research that Exxon Mobil is working on * It is conducting breakthrough research on Hydrogen Production Technology * It is also trying to improve its existing technology at the same time by continuously improving the efficiency of internal combustion engine and reducing the emission of harmful gases. * On 10th Feb 2012 Air products and Exxon Mobil started a large scale Hydrogen Production Plant in Rotterdam. Apart from this, ExxonMobil is also developing an innovative on-board hydrogen-powered fuel cell system that converts conven tional hydrocarbon fuels such as gasoline or diesel into hydrogen for a fuel cell right under a vehicle’s hood. Apart from this there are various other small industries that are into this hydrogen fuel cell research for example Reliance from India is also doing its bit in this area. 4. 2 Automotive Industry We have seen the response and reaction of oil Industry so far, Now let us see the response of automotive industry worldwide.We shall go country wise in this case to know the response of various industries and development in various countries in this specific area. 4. 2. 1 United States Of America: United States of America is spending millions of dollars every year in the research of hydrogen fuel Cell. They have demonstrations with many private companies. Daimler Chrysler Company developed its first fuel cell truck in 2000. The main aim of USA is to make Fuel Cell Vehicle available at an affordable cost. General Motors: General motors one of the oldest companies of USA is planning to get 1000 fuel cell vehicles on road by 2013-2015.Ford Motor Company: Ford is also planning to launch its commercial hydrogen fuel cell vehicle in 2015. 4. 2. 2 Japan: One can say Japan is the very first to start the research in this area and it is since 1981. It was in Japan in Tokyo electric Company, Toshiba and an American based company fuel cell company manufactured and installed an 11 MW power plant (Source: www. platinummetalsreview. com/pdf/pmr-v33-i1-010-012. pdf). Apart from this the major Japanese automotive companies look promising in terms of Hydrogen uel cell vehicle compared to other companies in the world. Toyota: Toyota has promised in its recent Autocar show that it will start selling the hydrogen fuel cell vehicle in USA specifically in California, since by 2015 it is predicted that there will be 68 hydrogen fueling stations in California. (Source: http://content. usatoday. com/communities/driveon/post/2012/08/toyota-to-start-selling-hydrogen-fuel-cell-c ar-in-2015/1#. UHFOcE3Mj38) Honda: CEO Takanobu Ito just announced that Honda will launch a new fuel-cell electric car in the U.S. and Europe starting in 2015. It will â€Å"showcase further technological advancement and significant cost reduction. † Honda has already been letting consumers test its fleet of FCX Clarity hydrogen fuel-cell cars for a couple of years (Source: http://www. firstcoastnews. com/news/article/276774/11/Automakers-take-fresh-look-at-hydrogen-fuel-cells) Nissan: Nissan has also announced its interest in hydrogen fuel cell vehicle and has declared that it is ready to mass produce hydrogen fuel cell cars by 2015 (Source: http://www. irstcoastnews. com/news/article/276774/11/Automakers-take-fresh-look-at-hydrogen-fuel-cells) 4. 2. 3 Europe: Europe is not left behind in this research. All the major brands BMW, Mercedes Volkswagen etc have shown interest in hydrogen fuel cell, but at the same time have said hydrogen fuel cell will take at least 10 more year s to commercialize. 4. 2. 4 India: India is the place where we can say Christensen’s framework is applicable perfectly. Here the auto rickshaw for the lower end market has been made using hydrogen fuel cell. t was displayed at pragati maidan in January 2012 and is expected to hit the road by 2015. Source: http://www. nytimes. com/2012/10/02/business/energy-environment/hydrogen-fuels-autorickshaws-and-dreams-of-cleaner-air. html? pagewanted=all&_r=0) Apart from this biggies like TATA Motors and Mahindra and Mahindra have shown interest in this area. Tata Motors have manufactured the bus based on hydrogen fuel cell technology known as starbus. Following figure shows the Auto Rickshaw and the Hydrogen fuel cell BusFigure 5: Hydrogen fuel cell vehicles in india Following are some of the comments from various high profile executives from various companies: * Executives from Ford, General Motors, Chrysler and Volkswagen see fuel-cell vehicles as being further out, and most have not said when they'll have vehicles on the market. * â€Å"We don't see it as early as Toyota does,† said Oliver Schmidt, general manager of engineering with the VW Group. â€Å"We see it in the 2020 time frame. * Joe Bakaj, Ford vice president of powertrain engineering, said, â€Å"The question is when (will) fuel-cell vehicles become affordable to customers,† specifically when the fuel-cell stack competes with the battery pack on cost. * â€Å"Within 10 years, I think they will be as affordable as full battery vehicles, and the fuel cell will have a big advantage in range,† Bakaj said. â€Å"We think it will happen in the next 10 years. † * Gary Smyth, GM executive director working on global research and development, said he sees little commitment in the U. S. to the necessary infrastructure by 2015. Source: http://content. usatoday. com/communities/driveon/post/2012/08/toyota-to-start-selling-hydrogen-fuel-cell-car-in-2015/1#. UHFOcE3Mj38) Part from all this various other countries and companies have shown immense amount of interest in hydrogen fuel cell Recently Korea and Korean company Hyundai has also announced an hydrogen fuel cell vehicle launch by 2015. So the major companies all around the world and the allied companies are responding really well to the upcoming technology of hydrogen fuel cell and all of them are doing their bit to save the environment. 5 Conclusion:It is very clear from the above assignment that hydrogen fuel cell is the future of the world. It is definitely one of the biggest disruptive technologies of all time. Biggest because, once the technology is commercialized, many big players all around the world will have to change their base of technology. Technology innovation and upcoming technologies are posing threat on the current industry and are eventually forcing companies out of business. New technologies are exerting power to shape the market and change the basis of the competition. Hence, it is import ant for the companies to continuously assess the technologies and capabilities. Disruptive Innovation In order to remain afloat in this ever changing market, companies must have a sound proof strategy. According to Thompson, Peteraf, Gamble and Strickland, a company’s strategy is its action plan for outperforming its competitors and achieving superior profitability. (Thompson, Peteraf, Gamble and Strickland p. 4) One well known strategy or theory of many companies is a term called disruptive innovation. Disruptive innovation was coined by Clayton Christensen.It explains the process of a product or service preliminary application initiating from the bottom of the market that replaces an already established product or service. This theory has created a significant impact on management practices in all types of industries. It has created debates of how â€Å"executives and managers are in need of research that will elevate the pursuit of successful innovations from a gut-level, intuition-driven art to something more closely resembling a science based on repeatable processes with predictable results.† (Raynor, p. 27)In doing so, it has also created a sense of conflict between entrants, incumbents and disrupters to see which organization will remain the top supplier. Innovation is always on the top mind for all CEOs. Understanding how to identify disruptive innovations before they become mainstream and take advantage of the ‘†white space† is a skill to cultivate. Disruptive Innovation patterns are always changing and sometimes are very difficult to see because of it’s rapid growth. Similarities; Raynor:Disruption theory can be used to shape existing innovation ideas in ways consistent with the theory's prescriptions. As of now the disruption theory of innovation is the only one with evidence to support the assertion that it can improve predictive accuracy. 1. Used to shape existing innovation ideas in ways consistent with the theory’s prescriptions 2. a particular perspective on innovation – is based on its superi or explanatory and predictive power 3. entrants attacked successful incumbents by adopting the incumbents' models and technological solutions – what he called a â€Å"sustaining† strategy-they tended to fail.However, driven by their desire to grow, the upstart entrants were strongly motivated to improve their initial offerings in ways that would allow them to compete effectively for the larger, more lucrative mainstream markets. This was the entrants' â€Å"upmarket march,† and entrants that marched upmarket successfully eventually captured the customers that had been the incumbents' mainstay. Differences: Whatever ambiguities might remain in making the relevant categorizations (incumbent vs. entrant; sustaining vs. disruptive) the data reveal that overall; disruption theory makes better prediction possible.In contrast, entrants tended to succeed by combining a business model tailored to the needs of a relatively less attractive market – the entrants' foo thold – with an ability to improve their original solutions in ways that allowed them to provide superior performance that incumbents were unable to replicate – the upmarket march In contrast, I make a more limited and modest claim: disruption theory can deliver statistically significant and practically material improvement in the ability to innovate successfully.Christensen and Overdorf 1. ? Difference – Managers lack thinking about their organizations capapbilities as they think about individual peoples capabilities. Pg 68 2. Our research suggests that three factors affect what an organization can and cannot do; its resources, its processes and its values pg 68 3. Differences;or similarities . As companies become large, they lose the ability to enter small emerging markets. Cause by an evolution of values. Pg 70 4.Disruptive innovation can create an entirely new market through the introduction of a new kind of product or service, one that is actually worst. Pg 72 5. Differences: Sustaining innovation are nearly always developed and introduced by established industry leaders. But do not cope well with disruptive innovations. Pg 72 6. Similarity: DI occurs so intermittently that no company has a routine process for handling them. Inconsistent with the company’s value. Disruptive Innovation (1) Catalytic innovation involves the process wherein companies and industries take actions within a particular society to create and enhance social changes on certain issues. It is said that â€Å"catalytic innovations can surpass the status quo by providing good enough solutions to inadequately address social problems. † (Christensen et. al. , 2006, p. 96) (2) One important difference and distinction between disruptive innovation and catalytic innovation is its scope.It has been mentioned that catalytic innovation mainly focuses on the issue of creating societal change. On the other hand, disruptive innovation caters to the creation of alternatives of goods and services. The two are similar due to its efforts to create changes in the status quo and market. â€Å"Catalytic innovations are a subset of disruptive innovations, distinguished by their primary focus on social change, often on a national scale. † (Christensen et. al. , 2006, p. 96)(3)There had been efforts in the health care sector to improve the services they give to ordinary people. This has been manifested by the creation of cutting-edge care facilities, insurance and walk-in clinics that offer cheaper and convenient opportunities for sick individuals. The success has been described by the article in the overall satisfaction gained by such walk-in clinics and the other two facets. One vital component of such success is the degree of patronage by the locals on such ideas.Patronage is one clear indicator of preference and satisfaction compared to the original practices. (4) Microlending involves the process of giving capital to small and medium enterprises to start up their own businesses. Since the creation of microlending facilities, it has spurred growth and development among members of the middle strata of several societies. â€Å"In turn, microlending helps sustain borrowers who are paying back loans and creates an economic environment that attracts other lenders looking to start a new business.† (Christensen et. al. , 2006, p. 96)Such benefits have paved the way for the development of social and economic status. (5) Microlending had a positive impact on KickStart because the initiative provided means and capital for small African farmers to acquire technological innovation and create better lives. By providing capital to these farmers, KickStart products somehow alleviated the way labor and work is done in the farms.In addition, due to microlending mechanisms, KickStart was able to expand its market and continued to target small scale farmers with the pursuit of improving their harvests. (6) Analyzing the article, it can be argued that catalytic innovations fall under the bottom of the technology S-curve due to its capability to create changes in society and alter the status quo. Seeing this, it can be surmised they also have the possibility and potential of ‘segment-zero’ products due to its relative ease and capability to access a mark et not envisioned by the normal competitors. References Christensen, C.M., Bauman, H., Ruggles, R. and Sadtler, T.M. (December 2006) Disruptive Innovation for Social Change in Harvard Business Review. pp. 94 – 101. Disruptive Innovation 1 Introduction This assignment provides the study on Disruptive Innovation using Clayton Christensen’s framework. Apart from this, this assignment also tells how the companies should react to the upcoming technologies and what should be the course of action for the same. 1. 1 Innovation There is no specific definition for innovation as such. But, according to me, innovation is creating something new or changing the old to achieve the competitive advantage and meet the increasing customer demands.This is achieved either by introducing new products, new ideas, and processes or just by changing the design of the product or the processes as per the customer demands. Innovating and creating new products and services has become very important topic of concern for all the organizations in today’s rapidly changing world. If you are not innovative, you may never know when your products become obsolete. 1. 2 Types of Innovation There are three main types of Innovations: Sustainin g innovation: This type of innovation needs to be developed to ensure that the customers are satisfied with the products and services and to stay in the game.For example upgrading the processor from dual core to Intel core i3 to i5 and enhancing the performance of computers. Breakthrough Innovations: These innovations upgrade the level of existing category of products or services. For example I phone was a breakthrough innovation in the world of mobile market. It changed the perspective of the customers and eventually other companies started following the trend. Disruptive Innovation: In this type of innovation a new product or a sevice is introduced that creates a new market or massively alters an old one so that old players cannot compete.They are called disruptive because they disrupt the current behavior of the market. For example Introduction of computers was a disruptive innovation for companies who manufactured typewriters. According to Clayton Christensen Disruptive innovati on offers lower performance initially as per the current market demand. But, at the same time it provides some new attributes which prosper in some different market. After conquering different markets, it eventually displaces the former market. Here we will talk about the hydrogen fuel Cell vehicle a disruptive innovation.How the introduction of hydrogen fuel cell vehicle will disrupt the market for oil industry, current internal combustion engine manufacturers and many others. At the same time we shall talk about how the companies are responding to this upcoming technology and how are they coping up with the new technology. Before going into the statistic part let us know in brief how the hydrogen fuel cell works, how it is different from internal combustion engine and what the benefits of hydrogen fuel cell are. 2 Hydrogen Fuel Cell a disruptive InnovationA fuel cell is an electrochemical device which converts chemical energy into electrical energy. It uses hydrogen and oxygen fro m air to produce electricity. Since no combustion is involved, it does not emit harmful gases and the efficiency of such device is much higher than an internal combustion engine. Apart from this it does not involve any moving part hence making it more silent and reliable source of energy. 2. 1 Working Hydrogen fuel cell consists of two catalysts anode and cathode, and an electrolyte. Hydrogen is fed to anode and oxygen from air is fed to cathode.At anode, catalyst causes hydrogen to split into positively charged ions protons and negatively charged ions electrons. The electrolyte, that is polymer electrolyte membrane allows only positive ion to flow through it. So the protons pass through membrane towards cathode and electrons pass through the external circuit towards the cathode. The flow of electron from the external circuit causes the current and eventually it goes to cathode and combines with positive ion and oxygen to emit water or water vapor. Hydrogen is is a fuel of great pot ential.Thought it is not an energy source, but it is an energy carrier. Hydrogen can be manufactured using renewable energy resources such as wind, solar etc. the research is still on on how to produce hydrogen on a larger scale. Following Figure show the working of a hydrogen Fuel Cell. Figure 1: Working of a Hydrogen Fuel Cell 2. 2 Benefits of a Hydrogen Fuel Cell Following are the benefits of a hydrogen fuel cell Zero green house gas Emissions: As water is the byproduct of the fuel cell, the emissions of harmful gases such as carbon dioxide, sulphur monoxide, etc is not there.Hence, it is a zero emission product. Though some amount of carbon dioxide is produced during manufacturing hydrogen, but research is on to manufacture hydrogen using renewable energy resources. Reduced Air Pollution: As there are no harmful gases emission involved in fuel cell, air pollution will be reduced considerably. Improved efficiency: Fuel cells are more efficient than internal combustion engine. A c onventional combustion egine generates efficiency up to 40% whereas a fuel cell generates efficiency more than 50% and has the potential to reach 85%.Other Benefits: the transportation will be oil independent, since there are no moving part, it is more reliable. 2. 3 Applications Fuel cells have wide range of applications. Following are the applications of a fuel cell: Transportation system: currently oil industry and internal combustion engine dominates the transportation system. But keeping environment and diminishing resources of fuel in mind it is predicted that by 2025 – 2030, hydrogen fuel cell will dominate the transportation sector. Power Generation: Fuel cell can also be used to generate power.It can be stationary power or a portable power. 2. 4 Challenges Following are the challenges that a fuel cell faces today: Cost: Cost of a fuel cell is a major concern right now. Due to expensive materials like platinum is used as a catalyst, the cost of fuel cell shoots up. bu t the research is on and it is most likely that the cost of a fuel cell will come down to $30 – $50/KW for transportation and $1500/KW for stationery power. Storage: Storage of hydrogen is again another concern especially for the transportation system since it has very low density in terms of volume.Research in this area is also going on to store the hydrogen fuel at high pressure. Infrastructure: Again to develop infrastructure for hydrogen is a big challenge cost wise. To develop infrastructure a collaboration will be required between automotive and energy companies. Other challenges include the safety issues to carry hydrogen, Durability of the fuel cell and public acceptance. But research I going on in all the areas and there will definitely be a solution to all the challenges. 3 Clayton Christensen’s Theory of disruptive technologyChristensen developed a framework that could be applied to any market at any point of time so long as the attributes to be measured qua lify for the characteristics presented in his framework. According to Christensen, companies fail because of the following reasons: Companies depend on customers and investors for resources: if the company doesn’t satisfy the customers or the shareholders, it will be difficult for the company to survive Small market cannot provide the growth needed by large companies: Large companies concentrate their efforts where the returns are high and often concentrate where the cost of sales is high.Technology supply exceeds the demand: Rapidly developing technology may often outpace the customer’s needs. When such thing happens opportunity for new entrants develop to enter into the market and come with a new product. Companies with best technology tend to improve the existing product often incrementally. And while focusing on the top end customers, a lower end market remains unserved until a new entrant comes with a potentially disruptive technology. And eventually new market be gins to grow. And once this new market starts gaining the footage, it causes the existing technology to become obsolete.Following graph will help us understand Christensens framework more clearly. Figure 2: Clayton Christensen’s Framework of Disruptive Technology The market is always divided into tiers the higher end market that represents the main customers who buy the product and the lower end market represents the customers who are least to buy the products. And performance is the main criteria by which customers buy the product. Sustaining innovation: As explained earlier, it could be incremental or radical that improves product performance for the main customers.The focus is mainly on improving the performance of the existing products and satisfying the main customers. Disruptive Innovation: It enters in the lower tier of the market with lower cost and attractive value for the lower market customers. Following are the charecteristics of a disruptive technology. * Offers low performance * Targets small market * It is tied with uncertainties * It introduces a new performance criteria in a new dimension * Generally non market leaders introduce such new products in a lower tier market with attributes to benefit lower end market.Moving back to the graph on Christensen’s framework for disruptive innovation, disruptive technology with an innovation enters at point ‘a’ with a lower rate for lower end market. At the same time market leaders are improvising their product using sustaining technologies and satisfying the mainline customers. And when the sustaining technology reaches point ‘b’, it is the peak time for the sustaining technology and after that the market gets saturated. This is the time when the market leaders need to innovate something new and create the new market. After point ‘b’, supply crosses demand.On the other hand, disruptive innovation enters at point ‘a’ satisfies the lower end customers and after improvising it reaches point ‘c’ the main stream customers. At point ‘c’ now, it is very late for sustaining technology to develop a new product for the main stream customers. Here it is very important to distinguish between different types of innovation. Incremental innovation occurs when small improvements are made to products/services. These, basically strengthens the market position of the firm and entrenches the industry. Radical Innovation occurs when major improvements are made to the products/services.These changes require new marketing channels and often put other firms out of competition and at the same time make old technologies obsolete. Transformational innovation occurs when the innovation is of such a nature that it destroys whole industry and changes the nature of the market. So if we have to summarize Christensen’s framework it would be, as the sustaining technology improves along the mainstream customer, disrupt ive technology enters at the lower end market, improvises along the existing dimensions and enters the main stream market.It eventually changes the basis of the competition from functionality to reliability and from reliability to convenience and eventually to price. Now, let’s apply this Christensen’s framework to today’s automotive world that is internal combustion engine as the sustaining technology and the hydrogen fuel cell as the disruptive technology. 3. 1 Comparison of Hydrogen Fuel Cell technology with the Christensen’s Framework of Disruptive Technology Let us compare the performance of fuel economy and green house gas emissions of internal combustion engine and hydrogen fuel cell vehicles.From the graph, we can agree that internal combustion engine is a sustaining technology incrementally improving its performance. Initially let’s say in 1980’s the fuel economy of a vehicle was around 4-6 km/l of gasoline and now it is around 12-1 5 km/l. green house gas emissions have also reduced by introducing hybrid option. But it is predicted that internal combustion engine will reach the point ‘b’ somewhere by 2015. That is it will reach the saturation level of innovation. Further development in internal combustion engine will result in more of supply than demand.This is the time when people will anticipate the change, and the change of disruptive technology in our case it is hydrogen fuel cell vehicle. Initially it keeps emerging and improves the performance in new dimension and tries to attract the main market stream. During the time emergence hydrogen fuel cell through experimentation seeks commercialization. And it is predicted by 2020 it will seek commercialization. Meanwhile, the internal combustion engine will steadily grow beyond the customer demand and will start losing its hold in the main market.In 2020, at point ‘c’, the market is ready to accept high performance vehicle, in terms o f fuel economy. And beyond this point, the hydrogen fuel cell vehicle keeps on improving rapidly. This will eventually bring the phase out of an internal combustion engine and forcing it out of the market by 2030 – 2040 completely and hydrogen fuel cell vehicle becoming the base technology. Beyond this it will improve incrementally until the new disruptive comes and phase out the hydrogen fuel cell technology. Green House Gas EmissionGlobal warming is one of the prime reasons fro shifting the paradigm from internal combustion engine to hydrogen fuel cell vehicle. Following graph shows the global warming potential of gasoline, flex fuels and hydrogen fuel cell in various stages from manufacturing to the end of life of a vehicle. Figure 3: Global Warming potential comparison of 3 different types of Engine. It is clear from the graph global warming potential that is emission of harmful gases from a fuel cell vehicle is less than a gasoline and the flex fuel vehicle.From the grap h, it is seen that only while production for the fuel of hydrogen fuel cell vehicle, the emission of harmful gases is high, but it is very less compared to the gasoline and flex fuels. Apart from that, research is also going on for producing hydrogen using renewably resources such as wind, solar and nuclear. 3. 2 Conclusion It is evident that hydrogen fuel cell vehicle is a disruptive technology and will cause a phase out for the internal combustion engine. But when we compare it to the Christensen’s framework, it slightly contradicts.Hydrogen fuel cell vehicles in literal sense are not targeting the lower market initially. The cost of the product is not low. But all other parameters remain the same. It is focusing on the new dimension and at the same time it is threat to the internal combustion engine world. Apart from this slight difference, hydrogen fuel cell vehicle is definitely a disruptive innovation, and will definitely lead to transformation of technologies and will change the basis of competition from fuel economy to green house gas reductions with the environmental pressure. 4 Current ScenarioIf we talk about hydrogen fuel cell in today’s world, it is still an emerging technology which looks solid and promising in terms of fuel economy and reduction in green house gas emission. Research in this particular area is going on all around the world since the global warming level is increasing and the environmental pressure is acting on all the governments. In this scenario, the companies who are already into research in this area will survive and the companies that are still not doing any kind of research or innovation and still trying to improve the sustaining technology might just phase out of the competition.Further we will see cases and findings of various companies in this area including oil industry, automotive industry and the industries related to this huge sector of industries. 4. 1 Oil Industry: Today, the energy sector is run majo rly by oil industry. And majorly oil after refining is consumed by transportation industry. Around 90%of the oil is consumed by the transportation industry, and out of that around 50% of the industry consumes gasoline and the rest is diesel, LPG, Naphtha etc. Major players in this oil industry today are Saudi aramco, shell, BP, Exxon Mobil and chevron.Saudi Aramco (Saudi Arabia)is the major producer of the oil today and has the maximum exports all over the world, then it is followed by other companies. Apart from green house gas emissions and environmental pressure, the increasing rate of oil so frequently gives us an idea that even the oil reserves are diminishing day by day. Now increasing research and development in this area poses threat on oil industry as well. Even the oil industries have started doing research in this area. Basically these companies are doing research on how to produce hydrogen using the existing technologies in large scale.Following are some of the findings of the oil companies in this area. 4. 1. 1 Saudi Aramco (Source: http://www. keei. re. kr/keei/download/seminar/101117/II101118_b02. pdf, www. saudiaramco. com, www. mbifoundation. com/media/18961/final%20bpr. pdf) Following are some of the conclusion made by research and development department of Saudi Aramco. : * H2 production using existing petroleum infrastructure will be a potential economical option compared to other technologies. * Need to integrate the carbon capture and storage (CCS) technologies along with hydrogen production for efficient carbon management. Alternate hydrogen production technologies, such as electrolysis and renewable sources, have significant technical and economical challenges (energy intensive and high capital). * Significant progress made in the demonstration of liquid hydrocarbons to hydrogen. Apart from this, Saudi Aramco has also filed a patent in US office for the naphtha based fuels which can also be used for vehicular purpose. 4. 1. 2 Shell ( So urce: http://www. shell. com/home/content/environment_society/environment/climate_change/biofuels_alternative_energies_transport/hydrogen/, http://articles. atimes. com and http://www. thelivingmoon. com/41pegasus/02files/Alternate_Fuel_Shell_Oil_Hydrogen. html) Shell had started its research on this topic since 1999 and had anticipated the change in the world of automotive industry and power sector long back. Shell has joined hands with the leading car making companies and power companies and working on this project. Shell is already working in collaboration with Siemens, Toyota, Daimler Chrysler and has reached a long way in this area. It has also opened various hydrogen fuel stations in United States of America, Europe and Asia.And it is offering free fillips at various fueling station just to promote the upcoming technology. Following picture is one of the fueling station in United States of America where hydrogen fueling is provided. Figure 4: Hydrogen fuel Station by Shell 4. 1. 3 BP: (Source: http://www. bp. com) Like Shell, BP is also one of the world's largest energy enterprises, BP has been extensively involved in hydrogen energy demonstration projects around the world to explore feasible solutions to hydrogen economy.In China, BP and PRC Ministry of Science ; Technology have been co-working on a hydrogen energy project to set up China's first hydrogen fueling station in Beijing. As one of the world's largest energy enterprises, BP has been extensively involved in hydrogen energy demonstration projects around the world to explore feasible solutions to hydrogen economy. In China, BP and PRC Ministry of Science ; Technology have been co-working on a hydrogen energy project to set up China's first hydrogen fueling station in Beijing.Apart from this BP has joined hands with the leading companies like Daimler Chrysler, Ford Motor Company, General Motors, Solarex and working on various projects like fuel efficiency, CO2 management, Hydrogen Fuel Cell. Apar t from the companies all these companies also join their hands with various Universities who help the in doing their research. 4. 1. 4 Exxon Mobil: (Source: http://www. exxonmobil. com, http://www. dutchdailynews. com/air-products-and-exxonmobil-start-up-new-world-scale-hydrogen-production-plant-in-rotterdam/) Exxon Mobil again is not left ehind in the research of hydrogen fuel cell and the production of hydrogen on a large scale. Following are some of the research that Exxon Mobil is working on * It is conducting breakthrough research on Hydrogen Production Technology * It is also trying to improve its existing technology at the same time by continuously improving the efficiency of internal combustion engine and reducing the emission of harmful gases. * On 10th Feb 2012 Air products and Exxon Mobil started a large scale Hydrogen Production Plant in Rotterdam. Apart from this, ExxonMobil is also developing an innovative on-board hydrogen-powered fuel cell system that converts conven tional hydrocarbon fuels such as gasoline or diesel into hydrogen for a fuel cell right under a vehicle’s hood. Apart from this there are various other small industries that are into this hydrogen fuel cell research for example Reliance from India is also doing its bit in this area. 4. 2 Automotive Industry We have seen the response and reaction of oil Industry so far, Now let us see the response of automotive industry worldwide.We shall go country wise in this case to know the response of various industries and development in various countries in this specific area. 4. 2. 1 United States Of America: United States of America is spending millions of dollars every year in the research of hydrogen fuel Cell. They have demonstrations with many private companies. Daimler Chrysler Company developed its first fuel cell truck in 2000. The main aim of USA is to make Fuel Cell Vehicle available at an affordable cost. General Motors: General motors one of the oldest companies of USA is planning to get 1000 fuel cell vehicles on road by 2013-2015.Ford Motor Company: Ford is also planning to launch its commercial hydrogen fuel cell vehicle in 2015. 4. 2. 2 Japan: One can say Japan is the very first to start the research in this area and it is since 1981. It was in Japan in Tokyo electric Company, Toshiba and an American based company fuel cell company manufactured and installed an 11 MW power plant (Source: www. platinummetalsreview. com/pdf/pmr-v33-i1-010-012. pdf). Apart from this the major Japanese automotive companies look promising in terms of Hydrogen uel cell vehicle compared to other companies in the world. Toyota: Toyota has promised in its recent Autocar show that it will start selling the hydrogen fuel cell vehicle in USA specifically in California, since by 2015 it is predicted that there will be 68 hydrogen fueling stations in California. (Source: http://content. usatoday. com/communities/driveon/post/2012/08/toyota-to-start-selling-hydrogen-fuel-cell-c ar-in-2015/1#. UHFOcE3Mj38) Honda: CEO Takanobu Ito just announced that Honda will launch a new fuel-cell electric car in the U.S. and Europe starting in 2015. It will â€Å"showcase further technological advancement and significant cost reduction. † Honda has already been letting consumers test its fleet of FCX Clarity hydrogen fuel-cell cars for a couple of years (Source: http://www. firstcoastnews. com/news/article/276774/11/Automakers-take-fresh-look-at-hydrogen-fuel-cells) Nissan: Nissan has also announced its interest in hydrogen fuel cell vehicle and has declared that it is ready to mass produce hydrogen fuel cell cars by 2015 (Source: http://www. irstcoastnews. com/news/article/276774/11/Automakers-take-fresh-look-at-hydrogen-fuel-cells) 4. 2. 3 Europe: Europe is not left behind in this research. All the major brands BMW, Mercedes Volkswagen etc have shown interest in hydrogen fuel cell, but at the same time have said hydrogen fuel cell will take at least 10 more year s to commercialize. 4. 2. 4 India: India is the place where we can say Christensen’s framework is applicable perfectly. Here the auto rickshaw for the lower end market has been made using hydrogen fuel cell. t was displayed at pragati maidan in January 2012 and is expected to hit the road by 2015. Source: http://www. nytimes. com/2012/10/02/business/energy-environment/hydrogen-fuels-autorickshaws-and-dreams-of-cleaner-air. html? pagewanted=all&_r=0) Apart from this biggies like TATA Motors and Mahindra and Mahindra have shown interest in this area. Tata Motors have manufactured the bus based on hydrogen fuel cell technology known as starbus. Following figure shows the Auto Rickshaw and the Hydrogen fuel cell BusFigure 5: Hydrogen fuel cell vehicles in india Following are some of the comments from various high profile executives from various companies: * Executives from Ford, General Motors, Chrysler and Volkswagen see fuel-cell vehicles as being further out, and most have not said when they'll have vehicles on the market. * â€Å"We don't see it as early as Toyota does,† said Oliver Schmidt, general manager of engineering with the VW Group. â€Å"We see it in the 2020 time frame. * Joe Bakaj, Ford vice president of powertrain engineering, said, â€Å"The question is when (will) fuel-cell vehicles become affordable to customers,† specifically when the fuel-cell stack competes with the battery pack on cost. * â€Å"Within 10 years, I think they will be as affordable as full battery vehicles, and the fuel cell will have a big advantage in range,† Bakaj said. â€Å"We think it will happen in the next 10 years. † * Gary Smyth, GM executive director working on global research and development, said he sees little commitment in the U. S. to the necessary infrastructure by 2015. Source: http://content. usatoday. com/communities/driveon/post/2012/08/toyota-to-start-selling-hydrogen-fuel-cell-car-in-2015/1#. UHFOcE3Mj38) Part from all this various other countries and companies have shown immense amount of interest in hydrogen fuel cell Recently Korea and Korean company Hyundai has also announced an hydrogen fuel cell vehicle launch by 2015. So the major companies all around the world and the allied companies are responding really well to the upcoming technology of hydrogen fuel cell and all of them are doing their bit to save the environment. 5 Conclusion:It is very clear from the above assignment that hydrogen fuel cell is the future of the world. It is definitely one of the biggest disruptive technologies of all time. Biggest because, once the technology is commercialized, many big players all around the world will have to change their base of technology. Technology innovation and upcoming technologies are posing threat on the current industry and are eventually forcing companies out of business. New technologies are exerting power to shape the market and change the basis of the competition. Hence, it is import ant for the companies to continuously assess the technologies and capabilities.

Jekyll And Hyde The Musical Essay

The play was preformed in Bristol Hippodrome on the 11th May. The musical was about a doctor, Jekyll, who wants to see the other side of a person’s soul. He believed that in every person there is a darker side, the opposite of a person’s soul. He believes he has way of seeing this other person. He has an experiment that will enable him to do so but people won’t listen to him and knock back his ideas. After his idea being rejected he decides what to do. He takes the potion, and from it emerges as his other double side, Hyde. Hyde is the opposite of Jekyll, and is a cold-blooded murderer. Jekyll and Hyde both know about each other and as Hyde finds out about Lucy he plans to do something about it. Jekyll can’t control Hyde as Hyde forms a strong part of him. Throughout Hyde, kills people, one of which includes Lucy, a prostitute whom Jekyll had formed a friendship with. At the ending as Jekyll is about to marry Lisa, he makes himself get shot to end Hyde ever coming back. The main character in the play played both parts of Jekyll and Hyde. Whilst he was playing Jekyll, his appearance was smart and clean, whereas when he turned into Hyde his appearance was rough and sinister looking. Jekyll’s personality was kind and he was a gentle man. Hyde was his other side, being Vulgar and violent. Lisa was Jekyll’s fiancà ¯Ã‚ ¿Ã‚ ½e and was one of the only people whom listened to Jekyll. At the start they appeared to have a close relationship but as Jekyll turned into Hyde they became more distant, also this occurred when Jekyll met Lucy. Lucy was a prostitute who although seemed confident there was times when she showed her vulnerability and longing to go away from her life. When she met Jekyll, he was different and treated her with respects unlike all the other men. She falls in love with him, but as Hyde finds out about her he then kills her. The other characters in the play treat Jekyll as if he is just a doctor who has mad ideas but not worth the time to listen too. Hyde meanwhile makes people listen to him, right before he kills them. Jekyll’s relationship to other characters is distant apart from his fiancà ¯Ã‚ ¿Ã‚ ½e Lisa. Also when he meets Lucy, he is kind to her and they form a connection. Hyde doesn’t care about anybody. But when he finds out about Lucy, he makes himself involved with her. At the end Hyde visits Lucy and kills her. Throughout the play Jekyll constantly changes into Hyde, and as the play progressed the transformation was sudden and at the end the change between them was every second or two as they spoke to each other before transforming. He changes throughout the play because of the potion’s effect and he changes without his consent, as Hyde starts to overpower him. There were contrasts between pace between and within scenes. These occurred when Hyde would emerge from Jekyll or the suddenness of the next scene change. The effect this created was to make the scene more alive with what the characters were feeling and what the situation was about. Some changes of paced were specifically linked to characters such as Hyde’s would be loud and lively whereas Jekyll’s would be more calm and quiet. The changes in pace added to the tension. The set was made up of one floor, which was changed into a bar, a street scene and mostly Jekyll’s laboratory. Then there were two flights of stairs leading to another floor, like a balcony. Both of the floors were used for different parts of the play. When Hyde killed a man on the top floor he would drop down onto the next one. There was a number of exists. The set was mostly dark colours but between the scenes the mood of the set could change. The colours were made lighter for the scene in the bar but darker for Jekyll changing into Hyde. The lightning added to the effect of the different atmospheres of the scenes. The effects used when Jekyll and Hyde were changing straight after one another were the lightning would swirl and for Jekyll a calm, good blue colour whereas Hyde had a blood red colour. It showed the contrast between the two characters. When Hyde first came and was in Jekyll’s room, the lightning used was Hyde hitting a table and the candle on it light up and the lightning was more dramatic and the music was rushed. When something dramatic happened the lighting would add to this by bright colours and the fastness of it. The lights had patterns on them, which showed, as well as the colours, what the action mood was. When it was calmer such as Jekyll it would be softer. The music used were suited to the part of the play it accompanied, such as when Hyde was on a killing spree the music was fast and dramatic. The opposite to when Jekyll was with Lisa or Lucy. Obviously as this play was a musical the words spoken would be a song about how that character was feeling or what was happening in that event of the play. The sound and music produced an atmosphere as it expressed clearly people’s emotions as to what was happening. One of the best moments was when Lucy and Lisa sang together. They both had feelings for Jekyll and combined them into one song with each other. The costumes of the characters were suited to them. Jekyll was smart and organised looking whereas Hyde was scruffy and threatening. Lucy’s was suited to her but when she met Jekyll she changed a bit as she had feelings for him. When Hyde kept changing more frequently it affected Jekyll’s appearance, as Jekyll seemed more worried his appearance would be nervous. The overall success of the play was good. There were some scenes which were better than others, Lucy and Lisa singing together, which lifted the play and improved it. There were parts of the play, Hyde first emerging from Jekyll, which also added to the feeling of the play. The main characters of the play stayed in character and played their parts well.

Beer Commerical

When you cork off the top of a Guinness beer you Inhale the smell of unreasoned malted Marble. The smell and taste you experience gives you sense of satisfaction. The video persuades you that the types of individuals that drink this beer are ones who care and respect others. Individuals that believe that The choices we make reveal the true nature of our character. The introduction is the most important feature of this commercial. Because there is no dialog, the visuals are what tell the story. The commercial begins with the song playing right on cue of the ball missing the goal. If you notice, the video is in slow motion at this point. When the ball comes down and is rebounded the camera is repositioned on the guys rolling down the court to symbolize how strenuous these guys are working. Their dedication Is displayed not only by the looks on their faces when the camera Is zoomed In, but by the sweat dripping aimlessly down their brows. Consequently, the announcer comes n and states dedication when one of the men fall down In the wheelchair trying to retrieve the ball but instantly gets back up to get back in the game This is not only emotionally appealing to the audience because they are playing the diligent game of basketball, but because these guys have to work even harder due to the fact that they are paraplegics.The final goal is made and all but one of the guys gets up from their wheelchair which visualizes the devotion these guys demonstrate to the one guy who actually is handicap. Once again this an attempt from the creators of this commercial to emotionally appeal to its audience by representing the loyalty of playing basketball in the most unbiased way possible to a paraplegic friend. The music In the background plays an important role In this commercial. The Cinematic Orchestra To Build a Home Is very Inspirational to the visuals to this commercial.The tempo perfectly aligns with the events In this story line. It begins with this slow tempo to signify the sadness in the events but then climaxes when the goal is made ND shows that not everyone in this video is actually in a wheelchair and it finalizes when the tempo becomes lowered and constant symbolizing a calm and collectivities that we are all the same despite our differences. Guinness consumers alone are not the only intended audience of this commercial.This was meant to appeal to younger and older audiences. The younger audiences benefit from the choice of music which is The Cinematic Orchestra. The older audiences benefit from a beer commercial. This commercial is very simple. Its intent is not or you to focus on the fact that paraplegics have it harder In life, or the Intensity from the sport of basketball. Its merely about the three mall principles these individuals exhibit. Its about the Dedication, Loyalty, and Friendship.This character Is defined as the type of people who drink Guinness Beer. Beer Commercial By Alexandria 28861 When you cork off the top of a Guinness beer you inhale the smell of unreasoned court to symbolize how strenuous these guys are working. Their dedication is displayed not only by the looks on their faces when the camera is zoomed in, but by n and states dedication when one of the men fall down in the wheelchair trying to music in the background plays an important role in this commercial.The Cinematic Orchestra To Build a Home is very inspirational to the visuals to this commercial. The tempo perfectly aligns with the events in this storyline. It begins with this slow for you to focus on the fact that paraplegics have it harder in life, or the intensity from the sport of basketball. Its merely about the three main principles these individuals exhibit. Its about the Dedication, Loyalty, and Friendship.

Ethics Research Paper Example | Topics and Well Written Essays - 1750 words

Ethics - Research Paper Example Ethics are divided into multiple perspectives or parts. Happiness is a critical aspect of ethics. There are multiple ethical theories. One of the perspectives of ethics suggests that the determination of morals depends on the simple ability to separate right from wrong (Aristotle and Augustine 41). Thinkers argue that the moral aspect of actions is entirely dependent of the simplicity and practicality of separating right from wrong. There is an approach that is deontological conceptually. It suggests that some actions are considered to be ethically right inherently (Corradetti 31). They include keeping promises, respecting others, and telling the truth. Other actions are considered to be inherently bad. They include theft, manipulation and dishonestly. Even when good comes from lying, it is never considered to be right. Man is perceived to have the right to pursue happiness or pleasure (Bloom 29). Happiness is attainable according to studies. However, the definition of happiness may not be the same to all men. According to Aristotle, happiness must be perceived as a quality of the entire life of a human being. This argument suggests that the pain and troubles of life cannot be used to gauge the degree of happiness in life. A young person cannot be said to be happy since he only possess dreams and hopes. Happiness must be a reflection of a totality of life (Corradetti 31). Prosperous young people can fall to the deepest adversity in their old age. The amount of pleasure or plain determines the human ethics expected (William 23). A telling example is theft. While the act is not ethical, it gives pleasure to the thief. This paper explores the ethical theory of relativism and absolutism, its perspectives and criticism by considering the scripture and philosophers. Relativism and absolutism Relativism is the theory on ethics that deals with individual beliefs. The theory suggests that an individual’s activities and beliefs are partly influenced by their cultu re (Bloom 29). Moral relativism is not seen to have an appeal on universal moral truth (Corradetti 31). The social and cultural environment has a profound influence on the beliefs and practices of an individual. Judgments should be made based on the influence of the culture and society (Aristotle and Augustine 41). The ethical theory appeals to a plurality of values and ethics (William 23). It also suggests that there should be inter-cultural tolerance given there exists no absolute morals standards. However, cultural relativism is different from ethical relativism. Therefore, the theory has been perceived to reveal the need for a universal moral standard given the fact that it has no fostered cultural tolerance. Morality is explained as a convenient term for customs that have been approved socially. The suggestion implies that the morality has no place in the universal real (Bloom 29). No ethical principle is supreme to others according to the theory of relativism. The theory is us ed to explain contemporary concepts like homosexuality and murder which can be cited to validate the theory (Corradetti 31). The theory of relativism is seen to the shifting from cultural to ethical. This transformation is increasingly gaining momentum and moral social and cultural controversies continue to affect the modern society (William 23). The theory has been criticized by arguments that suggest that morality is not subject to cultural conventions (Nash 19). Morality should be used to indicate the inherent

How inmates cope with negative factors of prison life Research Paper

How inmates cope with negative factors of prison life - Research Paper Example Here, the convict is kept in isolation from all sources of the external world and all aspects that might have motivated his/here to commit the crime. Going by the unpleasantness seen in the prison life along with its negative social stigma that is associated with incarceration, prison life should serve in the form of a deterrent for any criminal behavior. Prison inmates can face both financial and social problems (Nilsson, 2003, p.59). Psychological symptoms can include prolonged psychosis, severe depression, endless anxiety, and a complete form of social withdrawal. One particular feature associated with prison life is recidivism (Nilsson, 2003, p.60). It has been stated that the group who re-offended faced marginalization ‘marginalization’, i.e., a continued form of social as well as financial exclusion, while the individual who did not re-offend experienced inclusion or ‘normalization’, that provided an improved living conditions and removal from being â €Å"the margins of society† (Nilsson, 2003, p.60). Thus, the thesis statement can be constructed as: Prison inmates develop different form of survival strategies to cope with the harsh conditions of incarceration. Negative impacts in the convicts due to prison life As mentioned earlier there are many psychological, physical and social effects that a life in prison can make on the prisoner. One such feature is the punishment of solitary confinement. The effects of solitary confinement can be understood by the words of Johnny Tremont who was an inmate at New York prison. According to him â€Å"there’s more of a difference between being in solitary confinement and being in general population than there is between being in prison and being in the free world.† In general population, he says, â€Å"you do your programming, go to meals, talk to people, and you can still manage to feel like a human being.† In the Box, â€Å"you’re like an animal in a cage .† (Casella and Ridgeway, 2012, p.20). Further it was stated by Bonnie Kerness, who was the head of the American Friends Service Committee’s Prison Watch Project, â€Å"We call it ‘no-touch torture,’†. â€Å"No one who has ever experienced more than the briefest time in solitary would call it anything else, because it was designed to destroy the mind and break the spirit.† (Casella and Ridgeway, 2012, p.20). This aspect of negative impacts becomes particularly harmful for the aged convicts and the female prisoners. The older inmates usually are found in worse health than the female counterparts who are not convicted as these convicted female individuals are seen to develop health related issues pretty much earlier of their previous lifestyle, the socioeconomic factors and the harshness of the prison environment (Deaton & Aday, 2009, p.53). Co-morbidity is a form of physical condition common among these aging prisoners who develop on an average three types of chronic diseases which can be asthma, emphysema or arthritis (Deaton & Aday, 2009, p.53). Older female inmates require medical attention more than the other inmate groups (Deaton & Aday, 2009, p .53). The older female inmates face difficulty in coping with the harsh prison environment as they have a fragile mental and physical condition (Deaton & Aday, 2009, p.61). Other women are found to be often sad, depressed or respond with crying unconditionally (Deaton & Aday, 2009, p.61).There was many negative sentiments in the female prison

Essay problem-solution Example | Topics and Well Written Essays - 500 words

Problem-solution - Essay Example Global warming is led to by many causes. The rise in the carbon dioxide content is the most principle cause for this phenomenon. Industrialization is one of the most important reasons for carbon dioxide release into the atmosphere. The release of carbon dioxide from the fossil fuels that are used in these industries leads to an increase in the carbon dioxide levels in the air. Automobiles are another source of the emission of carbon dioxide in the air. The trees work as a shield against the issue of global warming as they take in the carbon dioxide from the air and release in return. Deforestation for industrialization and forest fires are thus another major cause of global warming as they lead to a reduction in the number of trees and thus this promotes the warming phenomenon of Earth. Global warming has brought with it many disastrous effects on the atmosphere and the environment. The warming results in an increase in the overall temperature of the world. This promotes the melting of the glaciers which are the ice reserves which in turn leads to an increase in the level of water in the rivers and the seas. A rise in the overall water level can be cause of floods and many small islands can be destroyed from the world map owing to this. Furthermore, floods are also a cause of the spread of diseases. Heat waves are also generated owing to the warming of the earth. These heat waves can be a reason of many deaths as well. Thus, global warming provides for many damaging results for the earth’s atmosphere as well as for mankind. The issue of global warming should be taken seriously and steps should be taken on the global level to prevent further deterioration. The emission of greenhouse gases should be controlled. Alternative fuels should be introduced for the motor vehicles to prevent the emission of gases. The usage of public transport should be promoted to reduce the emission of carbon dioxide. Guidelines for industries should also be laid down which may

Web search (see instruct) Essay Example | Topics and Well Written Essays - 500 words

Web search (see instruct) - Essay Example Research has shown a number of curriculum models as effective. Creative curriculum is an approach, which is based on theory and research of understanding how children learn (teachingstrategies.com). It focuses on hands on child-centred approach with creativity being the keyword. In a class when children are told a story about ships in oceans, instead of imagining the scene they are taught and encouraged to set their boats in water. This is an example of creative curriculum in place during the classroom instruction. On the other hand, bank street curriculum focuses on building interaction among students and inculcating a sense of community feeling and social responsibility in them (bankstreet.edu). The activities are designed to turn children into social individuals who care for and work for the well being of others. The attempt is to acquaint the children with the physical world, which is taught through playing with blocks, paint, clay, water etc. The prospect of making children work together for instance by getting them to work with blocks, paves way for social interaction and also builds their association with the outside world. The Montessori method believes in exploring, self-study and focuses more on preparing the environment than the child. (michealolaf.net) It is not the teacher who educates the child but the environment and peers around him. Hence the teacher must prepare and adapt to the environment in order to develop the learning opportunity for the child. Yet another interesting feature is that the class size is relatively larger than other classes thereby increasing the scope for independent learning. According to the approach, when a child is left in a room with other children and educational materials for company, the learning is more than through conscious effort. This curricular model can be applied in class by setting a time for such an activity. This method has been hugely successful, as research shows profound effect on

Critically discuss the importance of play pedagogy in the curriculum Essay

Critically discuss the importance of play pedagogy in the curriculum for young children's learning and development - Essay Example It is seen as a manifestation of immaturity and children are expected to outgrow it and move on to more â€Å"grown up† activities (Moyles, 1994). However, today the role of play is recognized by policy makers, researchers and education developers to be critical in the intellectual and emotional wellbeing of children (Kennedy and Barblett, 2010). Retrospectively, the educational community in Europe has increasingly taken cognizance of the need for quality pedagogy in early childhood education to prepare children for both academic pursuits as well as social integration (Christie & Roskos, 2006). This paper discusses the importance of play pedagogy in the curriculum by examining the background of play in education, in the Early Years Foundation Stage (EYFS), the various forms of play and finally its developmental benefits with a view to justify its inclusion in education systems. To start with, the key terms are defined so as to provide the reader with a sense of contextual uniformity as this term represent the recurring themes in the entire. Pedagogy can be loosely described as a methodology or practical application of the teaching process. The curriculum on the other hand is a preset framework that outlines all what learners should be taught the quality and to some extent the methods that should be used, it however provides allowance for the teacher to act flexible based on the education setting or context. Pedagogy is seen as a formal and serious construct. As a means of understanding this to a more full and complete degree, the following discussion will partially focus upon understanding these dynamics by utilizing socio-cultural theory and interpretation. Historical and anthropological studies in to the nature of the European childhood have revealed that like today, the classical Greek and roman cultures valued play and

AI and its Future-Altering Impacts Case Study Example | Topics and Well Written Essays - 750 words

AI and its Future-Altering Impacts - Case Study Example This comparison is related to the MIS process because it is a complex issue to understand yet it is needed in the world right now. It is meant to improve human functions in the world and make work easier. 2. The author states that, ‘Kurzweil suggests that the progress of the entire 20th century would have been achieved in only 20 years at the rate of advancement in the year 2000’ (Urban, n.d). I agree with the author because the rate of growth and progress when compared from generation to generation shows that it has been increasing over time. The rate of growth in the twentieth century was slow compared to the rate of growth in the year 2000. With the technological differences in the year 2000 coupled with other changes in discoveries and infrastructure, it is indeed true that the progress of the entire 20th century could have been achieved in 20 years time, in the year 2000. There is a relation to consider in terms of behavioral tendencies because people behave differently at different times because behavior is influenced by different circumstances, occurrences and state of being. Therefore, behavioral tendencies are bound to change over time. a) That then it comes to history, people think in straight lines meaning that to predict what will happen in the future, people tend to look back instead of exponentially and judge from current and past rates of change. This makes people think erroneously of the future. b) People use the trajectory of recent years, which does not often show the real picture. Growth and change do not occur in similar ways all the time, therefore judging future outcomes from recent changes is erroneous. c) People’s experiences make them stubborn about understanding the future. People judge the world based on personal experience, which limits their thinking and imagination of the future. This makes them make poor, subjective and wrong judgments about the

The Positive and Negative of pay for Performance Essay

The Positive and Negative of pay for Performance - Essay Example Nowadays, the utilization of this scheme is widely used not just in the United States but all over the world as documented by the Harvard Business School. While others have strongly supported the view that performance based compensation will promote efficiency and satisfaction in the business organization, some empirical experiments failed to display its significance. In line with this, this report will look at the pros and cons of pay for performance. This paper will apply pay for performance both for employees work on their own and those working within a team. Pay for performance is based on the premise that money is a motivational factor. This premise assumes that in order for individuals to work harder, monetary incentives should always be present. Pay for performance is a system which directly links money to higher and more efficient performance. According to Pinto, performance based is the best from of compensation in this knowledge-based business environment. He argues that the â€Å"old archaic systems and processes of lax reviews and annual automatic pay increases across the board†¦ results in increasing jeopardy for employees whose pay has escalated over the years to a level that simply cannot compete in the modern global environment† (Pinto 6). This is supported by empirical results the most famous of which is the GE experience. It should be noted that Jack Welch significantly improved the performance as GE as the entire workforce â€Å"shaped up as nobody wanted to be at the bottom† (5). In some situations, money can function as a primary motivator in the case of workforce in the developing countries. An increase in their salary almost always motivates to work harder to finance their families’ expenditures. Performance-based compensation is also favored because of its relative simplicity. This system is regarded to give immediate and meaningful feedbacks. Also,

The Shape of a Hydrograph Essay Example for Free

The Shape of a Hydrograph Essay The shape of the hydrograph varies according to a number of controlling factors in the drainage basin A number of factors (known as drainage basin controls) influence the way in which a river responds to precipitation and have an effect on the shape of the hydrograph. The size, shape and relief of the basin are important controls. Water takes longer to reach the trunk stream in a large, round basin than in does in a small, narrow one Where gradients are steep, water runs off faster, reaches the river more quickly and causes a steep rising limb. Prolonged heavy rain causes more overland flow than light drizzly rain. Different river catchments produce different shapes of hydrograph. A flashy hydrograph has a short lag time, high peak discharge, and steep rising and falling limbs; a damped hydrograph is the opposite. Urban development is likely to make a river catchment more flashy and prone to flooding, because of rapid runoff from impermeable tarmac surfaces into streams. Hello MAtthew The shape of a hydrograph changes according to a number of controlling factors in the drainage basin. An example is if there is a steeper gradient on the surface at which the water is running of it means that the water runs off faster and eaches the river quicker and causes a steep rise on the graph like on the Hydrograph of River Secton there is lots of discharge, compared to the River Dorth hydrograph at which the slope on the graph is shallower meaning that the surface is gentler. Also areas of permeable rocks and soil allow more infiltration to and so there is less surface runoff which means that the shape of the graph may change. The climate may change the shape of the graph as there is more likely to be more rainfall in winter than in the summer so the shape will be slightly different

How Has Social Networking Affected Society Media Essay

How Has Social Networking Affected Society Media Essay The internet has revolutionized the way in which people communicate. The proliferation of this medium of communication and data transfer has made it difficult to believe that only a few decades back, people had to wait for days and sometimes weeks for a letter to reach them. Today communication is a very quick process and it is the internet that has made it possible. The latest byproduct of the internet is what is called social networking. There are numerous websites like Orkut, Facebook and MySpace that are used by individuals to find their friends and stay in contact with them. It is impossible to ignore the impact that social networking has had on human society. This paper will study the different ways by which social networking sites have influenced society. The positive and negative effects of this cyber phenomenon will also be delved upon. The popularity of the internet among the masses was made possible mainly due to email. People could send emails to any part of the world and could receive emails instantaneously. Subsequently there were websites that integrated audio and visual elements to make internet browsing a user friendly experience. Today, handheld devices utilize the internet for various purposes. This means that the internet and related applications can be made available to any person who knows how to use a compatible handheld device. For many people the internet has become an absolute necessity that they cannot do without in their daily lives. Even though in the beginning internet services were utilized by commercial establishments to further their business interests, technologically inclined entrepreneurs brought together Voice Over Internet Protocol (VOIP), photo sharing, instant messaging, ecommerce, multiplayer gaming and so on and created websites that were aimed at bringing people together (Ishak, n.d ). This initiative led to the growth of the social networking revolution. People found out that they could use the internet to connect with other people. It was also possible to rekindle old relationships and stay in touch with long lost relatives or those who were living in other countries. Social networking sites today are the most highly valued internet companies. This is because almost anyone who uses the internet is a member on at least one of these sites. Some may also have memberships in various social networking sites like Orkut, Facebook and MySpace. This widespread adoption of social networking sites has definitely impacted the way human beings socialize. There are hundreds of social networking sites today that connect people across the world. Some target people who have common interests and some do not have any such criteria and are open to all (Ishak, n.d). Online social networks focus on building and reflecting social relationships among people who share interests and/or activities (Ishak, n.d). Social networks enable a person to have a profile where he/she is able to include information about him/her and also include friends. Personal experiences are shared by way of messages, photos, videos and other media. A few of the most popular social networking sites that have millions of members are Facebook, Twitter, MySpace, Orkut etc. Socializing on the internet was not pioneered by these websites. Email and messengers like ICQ have always enabled people to do so nearly a decade ago. But these websites have made it possible to include a large number of people in groups and stay in touch with them effortlessly (Ishak, n.d). The social web and mobile technologies have accelerated the rate at which relationships develop, information is shared and influence takes hold (Benioff, 2012). Social technology is used to shape the events of the world. Websites like Facebook have given a new way to communicate and reach out with the help of groups and friends. Portable devices like tablets and smartphones have applications that help people access their friends regardless of their location. The impact of social media has been seen in peoples movements like the Arab Spring and the Occupy movement. People who are connected to each other with these means have managed to rally crowds and gather an audience that helped them in toppling political regimes (Benioff, 2012). Social networking has made it easier for people to meet other people. Not all people are outgoing enough to take the initiative and meet others. Conventional opportunities to make friends were during social gatherings when people had an opportunity to meet other people. Since some people are introverts they find it difficult to muster enough courage to meet someone and strike up a conversation. Social networking ensures that everybody has a level playing field. Even people who do not have an impressive personality per se can have hundreds of friends on their profile and also interacts with each other on a daily basis. Not all friends on a social networking profile need to be close friends. Some may be brief acquaintances but in due course of time a relationship could be developed (Parrack, 2012). People often spend a very long time on social networking sites. This is because of the sharing of experiences that takes place between people. People on a friends list tend to listen and respond to messages and even dispel any concerns that are voiced by other friends. Since modern lifestyle does not give people enough time to communicate, communication systems need to be extremely fast. Social networks are very fast and it is possible to send a message and get a reply to that within a matter of seconds. There is also a sense of equality despite the locations that people may be in and hence social networking sites have made the world a much smaller place. It is also possible for people with similar interests to interact. By sharing likes, dislikes, interests, hobbies etc, people tend to move closer to each other despite the physical distance between them (Parrack, 2012). Every individual will feel the need to maintain certain weak ties. These could be with people whom one meets during the course of the day. Asking for a phone number may not be possible due to the nature of the relationship. Potential benefits of keeping in touch with certain people might be for arranging play dates or discussing a hobby. These are interactions that do not require a very close relationship. Social networking is a very useful tool for such people. Interaction will be possible during that particular time and also in the future when it is necessary. Bonding with friends and family is different from associating oneself with the weak ties. Social networking sites allow individuals to manage a wider network of weak ties and thus increase bridging social capital (Ellison, Lampe, Steinfield, 2009). When a persons social network is improved it will help them to increase the information that is available to them and also to improve the opportunities that they have. In a study that was conducted among undergraduates it was found that merely using the internet did not increase the social capital. Only intensive use of websites like Facebook led to higher levels of social capital. Before the advent of these sites people used communication strategies like newsletters and gossip to discuss about their past and present acquaintances. Social networking sites have enabled status messages and regular updates that enable people to engage in lightweight social surveillance. It is true that most of the status messages are about seemingly trivial matters. A friend may have got a new dog, an old colleague may have changed his job and knowing about these may not make any change in ones life but it is the awareness of ones social network that provides a continuous link to the acquaintances (Elli son, Lampe, Steinfield, 2009). Social networking sites can assist in coordinating and mobilizing social action (Ellison, Lampe, Steinfield, 2009). There are several organizations that have managed to mobilize the society and influenced it. Political figures, organizations and advocacy groups can find supporters very easily with the help of such websites. For any network to have value it needs support from as many numbers of people as possible. Focused networking sites like for instance MyChurch.com unites Christian churches and the website Care2.com unites environmental activists. There is also a social networking site that unites activists called Change.org. This site has been used in the past to organize protests and boycotts in an efficient manner. This has only been made possible due to the number of members who follow such websites and the messages that are posted regularly (Ellison, Lampe, Steinfield, 2009). Social networking has also had several adverse effects on the society. According to Sherry Turkle, a clinical psychologist, a social network not only changes what an individual does but also changes the person that he/she is. People tend to befriend people on Facebook but tend to keep people in their lives at a distance. Today it is possible for a person to tweet a message to a thousand followers at the same time but the same person fails to pick up a telephone which is a much more efficient mode of communication and talk to someone. According to Turkle, the relationships that are forged in this way offer the illusion of companionship without the demands of friendship (Strachan, 2012). In other words we are only getting used to a way of being alone together (Strachan, 2012). Social networking sites have also had an impact on the communication styles that are adopted by people. Writing has become more concise due to micro blogging sites like Twitter. Several abbreviations like LOL for laughing out loud, BRB for be right back, ROTLR for rolling on the floor laughing are being used. This is not considered to be a very good trend by people because it corrupts the English language. Apart from abbreviations words are also shortened as the necessity may be. Before becomes b4, to becomes 2and so on. The main problem with this is that it is the younger generation that is using this kind of communication before even becoming proficient with the language. Even if it is assumed that this is only a trend that will pass then those who use this kind of language will face problems when they grow up are expected to use formal English language (Sherman, 2010). While it is true that social networking sites enable us to organize our real world relationships it also adversely affects a persons ability to socialize. People nowadays are obsessed about composing a perfect tweet or a good Facebook status update that they forget to enjoy the important events in their lives. For instance in a survey that was conducted about this subject it was revealed that 24% of the respondents missed out on enjoying special moments because they were busy trying to document the occasion for their friends on social networking sites (Laird, 2012). People who are not mature about their real world relationships tend to vent out their relationship woes on social networking sites. This could have a disastrous consequence on their relationship itself (Kaiser, 2012). Americans in particular have become less participant-oriented. They prefer to remain only as audience members. In the past there used to be a propensity to join sports teams, and civic groups. Today people tend to live an isolated life. Such an existence will only lead to lesser empathy and fewer social skills. People are so used to dealing with people online that they cannot bring themselves to talk with their neighbors. It is the real life social networks that are being destroyed by virtual social networks. In the United States, suburban streets have started to look deserted. People no longer gather to communicate or just have a good time. Children are addicted to their computer screens and video games. Neighbors who might be burning up the social media pages inside their homes barely know each other outside (Robinson, 2011). According to a recent study, social networking sites like Facebook and Twitter are supposedly more addictive than cigarettes or alcohol. This addiction is due to the fact that checking updates on these sites is neither expensive nor does it have any adverse effects on ones health. Desires for media may be comparatively harder to resist because of their high availability and also because it feels like it does not cost much to engage in these activities, even though one wants to resist (Epstein, 2012). However there is a psychological explanation to this addiction. Receiving or answering a notification results in a hit of Dopamine which is a chemical neurotransmitter that is associated with reward responses in the human brain. Dopamine is also released while consuming drugs or indulging in sexual activity. This is why social networking can be addictive (Franceschi-Bicchierai, 2012). In an online poll that was conducted among a thousand teenagers, it was revealed that four out of five experienced negative side effects when they were not allowed to access their social networking accounts. Sites like Twitter and Facebook made them have negative feelings like depression, insecurity, panic and dependence (Dungan, 2012). Yet another problem that is seen on social networking site is bullying. The internet seems to give people a sense of anonymity that brings out the mean streak in them. According to a research study by the Pew Research Center, where 800 teenagers were surveyed, it was seen that incidents of mean and cruel behavior transcended all ages and backgrounds on social networks. (Kang, 2011). Bullying in schools and colleges is common but the ease of communication on the internet makes it possible for peers to join forces and gang up on an individual. Of those who had seen such cruelty online 21% joined in the harassment. Out of ten girls aged twelve to thirteen, three admitted to having experienced unkind treatment. Teenagers assumed a different personality online that was markedly different from that of their real personality. Some of them approached their online friends with more bravado than they had in real life conversations. Facebook is a website that requires its members to use real names to prevent anonymous bullying. But it has not stopped bullying altogether. The online peer groups become meaner when the child is of a younger age (Kang, 2011). Social networking encourages people to be more public about their lives. Intimate details of a persons personal life may be available to other people in the form of posts, status updates, photos and videos. These will stay in the public domain even after the accounts are deleted by the user. It is also possible that someone might have downloaded them to their computers. These can then be altered to malign the reputation of a person. For instance a picture of a person doing shots at a party may look absolutely fine to their friends. But when a prospective employer is doing a background check, the very same photo may land the person in trouble (Jung, 2012). This loss of privacy is a very serious issue that can affect people in a society. Social networking is a very influential mode of communication. Social networking sites like Facebook and MySpace make it possible for member to communicate with ease with their friends and family. It has become easier to enter into relationships with such websites. Hand held devices like tablets and smartphones have applications that enable users to log in to the social network from their devices and stay in touch with their friends. However social networking also has its adverse effects on the society. People have started to get addicted to networking sites. This addiction to updating ones status on a networking site has made people incapable to engage in real life interactions with people. People are also developing a different identity online that makes then indulge in bullying. Social networking therefore has profound influences on human society that are both beneficial as well as detrimental.