Multi Store Model And Levels Of Processing Psychology Essay

Multi Store Model And Levels Of Processing Psychology Essay During this assignment the memory models that will be compared are Attkinson and Shiffrins (1970) multi- store model and Craik and Lockharts (1972) Levels of processing. We will not only be comparing the memory models but also evaluating and looking at the opposing studies. The case studies and theorists that are looked at develop very supportive and detailed views although not all studies will be necessarily correct or wrong. Through out this assignment the research and studies are based on studies from Milner (1970), Atkinson and Shiffrins Multi- store model (1970), Craik and Lockharts (1972), Craik and Tulvings (1975) and Morrison (1985). Although the studies and theories are based on research that was completed and evaluated over 40 years a go we can look and see how it has affected us through every day life. The case study, HM Milner (1970) supports the views that there is more than one store for memory. HM suffered brain damage due to surgery. After the surgery, HM was left with normal short term memory and only few memories from before the operation (which he had in order to stop seizures). HM was now unable to create new long term memories, which suggests that short term memory is separate too long term memory and is not one store. This shows that HM was unable to encode and transfer information, from short term memory to long term memory.This provides support for the multi- store model. Craik and Lockhart (1972) were not in full agreement for the multi- store model. Craik and Lockhart had a theory that the levels of processing were more complex and depended on how the information was given to how we would recall information back at later dates and times. They believed it wasnt just how many times it was repeated and rehearsed but how the information is being given as there are many levels of processing:  · Shallow/structural level visual/ how something looks  · Intermediate/ phonetic level- the sound or way something is said  · Deep/ semantic the meaning or the connection to the subject (AQA Psychology B; Nelson Thornes; page 172) The reconstructive model was to also prove our long term memory and short-term memory were not separate stores. This model also provides support for levels of processing theory (Bartlett 1932). Milners (1970) case study supports the Multi- store Model because they found that there are three overall stores (Sensory store, Long term memory and Short- term memory) which also needed the processes and stages of memory (encoding, storage and retrieval). The memory stores and processes of memory, together make Attkinson and Shiffrins (1970) multi- store model very useful and supportive. Craik and Tulvings (1975) study also supports the theory of levels of processing. They found that there are three different types of encoding (semantic, acoustic and visual) which showed us after the study took place, that semantic encoding which is a deeper thinking process, was a more useful and effective way of remembering information. As the experiment was conducted, there were three basic rules;  · Participants were shown 60 words  · One at a time  · They all had one word at each level (semantic, visual and acoustic) All of the words had to fit in to a sentence; be of upper or lower case or Asked if they rhymed. After the experiment a list was given to the participants with all 60 words, plus an additional 120. The participants were asked to recognise the original words. This experiment was to prove how rehearsal was more important that Attkinson and Shiffrins (1970) simplistic multi- store model actually was. (AQA Psychology B; Nelson Thornes; page 174). Although both of these studies oppose against each other, they both have three stages and show different ways to recall information for long term memory and short term memory in different detail. Morrison (1985) created a study, making up false football results to a handful of people, to see how participants with and without interest would remember and recall information correctly. The study found that people with interest recalled the most results correctly even though they were false. These results contradicted the multi- store model. Tyler (1979) also created a study that opposed against the levels of processing theory. The study showed us that the recall on harder words was higher than the recall on easier words (essential AS Psychology; Richard Geoff and Geoff Rolls; AS Module 1; page 9-12) Attkinson and Shiffrin (1971) Multi- store model suggests the capacity, duration and encoding are the key points to the short term memory and long term memory, where as the reconstructive model and levels of processing (Craik and Lockhart 1972) believe it is not just how deeply processed and relevant the word(s) are. The rehearsal is crucial for the transformation of information from short-term memory to long term memory, where as the reconstructive model shows us semantic (rhyming words/questions) and shallow processing (case questions/answers) arte how we store information based on short term memory and long term memory is one store, unlike levels of processing suggests. Our long term and short term and short term memory is used every day without realising it. It affects the quality and how we behave for every human and animal. Elizabeth Loftus 1974) constructed an experiment to see how reliable an eyewitness testimony actually was. A video was shown to a bunch of participants, of a car accident. After viewing the video half were asked what they saw, using the word smashed, Whilst the other half had the word hit in the sentence. They were also asked to write down the speed of the car in their opinion. More people with the word smashed in the sentence, said they saw broken glass. There was also an average speed of 41 miles per hour when smashed was used the other half estimated an average of 34 miles per hour when hearing the word hit. Ley (1978) also experimented how reliable remembrance was, by conducting a study on visiting the doctors. 10 per cent of doctors patients remembered what was said after he wrote a booklet for doctors on how to give advice. As the first result showed only patients with medical background remembered over half, where as patients without did not remember as much. (Discovering Psychology; Barbra Woods; page 120-121) All of these studies have affected the way in which questionnaires and eye witness testimonies are now conducted. There are many factors that can affect on how we remember information and our environmental situation can also affect our recall. This could also be proven to be a flashbulb memory. This is when an individual remembers an incident or memo9ry when it relates to something i.e. millennium, new year (December 1999- January 2000) you will remember certain things about that particular moment (where you were? What you wore? Who you were with?) There are many things that contradict levels of processing and the multi- store memory. There are a lot of reliable studies to prove memory models and theories but there are some things that can not actually prove how deep we process information or how much we can process over many years. Block and organisation helps us to process and retain information easier although effort is needed. Distinctiveness makes the information unique. Along with elaboration which allows us to expand information. (Essential AS Psychology; Richard Gross and Geoff Rolls; AS Module 1; Page 13) We cannot also prove why rehearsal is sometimes not needed, it is also described as a two-way flow of information i.e. Morris (1985) the multi- store model is also seen as to simplistic as it doesnt always transfer to long term memory from short term memory, even after rehearsal. In conclusion throughout this comparison of models we have compared analysed and researched different studies. All studies put forward strong and supportive evidence for each, even though most oppose against each other. The multi- store model and the levels of processing studies both have positive outcomes. They have both helped us to realise we cannot rely on eyewitness testimonies and have helped people on giving advise that is comprehensible and understandable. So to conclude, this assignment shows us how different studies can be correct but are not necessarily wrong. All of the studies need to be researched more today to be able to carry on in supporting all views as the memory models will continue to be compared. AQA Psychology B: Nelson Thornes; 1988 PSYCHOLOGY for AS LEVEL; Michael W. EYSENCK and CARA FLANAGAN 2000 ESSENTIAL AS Psychology; Richard Gross and Geoff Rolls Discovering psychology; BARBRA WOODS

Legalization of Marijuana Essay -- Marijuana Pot Legalize Weed Drugs E

Legalization of Marijuana This essay has problems with formatting Marijuana is a substance that has become very much a part of American culture. Nearly 65 million Americans have either used it occasionally or regularly. The use of marijuana hit mainstream America about thirty years ago and it has been accepted by a large segment of society ever since (Rosenthal 16). The debate on whether this substance should be legalized or not remains a very hot topic today. Despite government efforts to isolate and eliminate its use, it is clear that the use of marijuana is still very popular. There is an obvious problem concerning marijuana today. Governments on all three levels: local, state, and federal are trying desperately to find an appropriate policy involving marijuana. National polls show that more than 70% of the American people, from both ends of the political spectrum, support controlled access to marijuana for medicinal purposes. Despite fierce opposition from the federal government, voters in California and Arizona passed ballot initiatives in the fall of 1996 favoring the legalization of medicinal marijuana (Randall 33). If support for marijuana at least as a medicinal remedy is so high, then why have only a few states taken steps to change their policy? There are several reasons why marijuana remains illegal. Mainly, it is a political issue kicked around by certain special interest groups. Some of these groups perceive marijuana as a threat to the home, tearing families apart and causing them to abandon traditional values. However these groups usually are not legitimate areas of legislation. The more powerful groups have other, more practical reasons for keeping marijuana illegal. Among the most powerful of these groups are the combined law enforcement-judiciary-penal systems. This group sees the elimination of marijuana laws as a threat to their jobs. Add to this group defense lawyers, who stand to make millions of dollars defending marijuana offenders. Consciously or not, they support anti-marijuana laws (Rosenthal 2). Another interest group includes the scientists whose marijuana research is funded by the government. If marijuana were legalized, they would lose millions of dollars in research grants intended to prove the detrimental effects of the substance. Two other unrelated and very influential groups are the liquor lobby and phar... ...ions and penalties against drug trafficking, and oppose attempts to weaken international drug policies and laws. Support adherence to scientific research standards and ethics that are prescribed by the world scientific community and professional associations in conducting studies and review on alcohol, tobacco and other drugs. Support efforts to prevent availability and use of drugs, and oppose policies and programs that accept drug use based erroneously on reduction or minimization of harm. BIBLIOGRAPHY Abel, I. L. Marihuana : The First Twelve Thousand Years. New York : McGraw Hill, 2005. Garner, Charles. Personal Interview. May 21, 2007. Kluger, Jeffery. Personal Interview. May 16, 2007. Nahas, Gabriel G. Marihuana, Biological Effects. Illionois : Univeristy of Illinois Press, 2002. Potter, Beverly. The Healing Magic of Cannabis. California : Ronin Publishings, Inc., 2004. Randall, Robert C. The Patients Fight for Medicinal Pot. New York : Thunders Mouth Press, 2007. Roffman, Roger A. Marijuana as Medicine. Washington : Madrona Publishers, Inc., 2004. Rosenthal, Ed. Why Marijuana Should Be Legal. New York : Thunder?s Mouth Press, 1996.

An Occurance at owl creek bridge :: essays research papers

Throughout the story, we are able to see of different of a world Ambrose Bierce lived in compared to the one that we know. This is the first part of the story that noticed, because in today’s world, no man would ever be hung, let alone executed for tampering with a bridge.   Ã‚  Ã‚  Ã‚  Ã‚  Peyton Farquhar grew up as a rich southerner. He had everything that a man could want at that point in time: a wife, children, land and slaves. However, he had always felt something was missing. Due to the fact he was unable to fight in the army, he did not feel like he was really a man. This is why he was willing to anything as â€Å"no service was too humble to him to perform in aid of the south, no adventure too perilous for him to undertake if consistent with the character of a civilian who was a soldier at heart†. Farquhar was blinded by his enthusiasm at it ultimately resulted in his demise. His actions to tamper with the bridge did not completely end in failure. The illusion of escape and heroism that he went through prior to his death, was the most alive he has ever felt.   Ã‚  Ã‚  Ã‚  Ã‚  Looking back at Farquhar imagined journey back to his house, you begin to realized the pains and emotions that we was experiencing were more of a man hanging, than of one that just escaped from one. The first example is when Farquhar enters the forest and is surprised to see how dense the forest was, as â€Å"he had not known that he lived in so wild a region† and the stars were in an unfamiliar pattern that night as well. He also refers to the pain he experiences in his neck and his were feeling â€Å"congested† and he could not close them. This is because there is great force being applied to his neck and head from the noose. Farquhar was also because to experience thirst so great that his tongue was beginning to swell, but his tongue was really swelling from the pressure applied by the rope. He began to walk on the untraveled avenue, which symbolizes the avenue of death, and could no longer feel the ground beneath his feet. It felt as if he were w alking on air, which proved to be an indication of hanging.   Ã‚  Ã‚  Ã‚  Ã‚  Peyton also notices a very loud, striking sound as he tries to concentrate on his wife and children.

Comparing The Foresyte Saga Essay

Both extracts explore the theme of adultery and extreme examples of conflict in a relationship. However, the differing time periods in which they are set and the contrasting ways in which the authors portray them, vary accordingly. In both extracts it appears that the female protagonists seem to be the source of the problem within the relationship and the extracts centre on their supposed adulterous behaviour. The two extracts differ because in Shakespeare’s Othello, the audience know that Desdemona has in fact not cheated on her husband, but his possessive nature and mistrust of her has warped his judgement. In Galsworthy’s novel, it is clear that the character of Irene clearly has been unfaithful through the description of her body language and the dialogue used, â€Å"so you’ve come back. † The men in both extracts have the controlling factor within their relationships, and suffer from possessive love. In Othello, his desire to control Desdemona and to have her all to himself because she’s his wife, clouds his judgement on the situation; he’d rather her dead than for her to be with any other man and break another’s heart. In Galsworthy’s novel, the man is indeed slowly losing control, but still tries to grasp it. His wife had gone off and had an affair and he wasn’t able to control that. Now he tries to claw it back by shouting at her to leave, â€Å"get out of my sight†, and then contradicts himself by continuing to ask her to stay, which she obeys, and he is now in the stronger position. John Galsworthy uses animalistic imagery throughout this extract to show the way that Irene has become trapped: â€Å"resemblance to a captive owl. † This comparison also shows the way Irene has become vulnerable, having lost her independence and freedom. This mirrors the situation of Desdemona in Shakespeare’s ‘Othello’. In this scene Desdemona is entirely helpless, Othello having already decided what must be done as an alpha male: â€Å"sweet soul, take heed of perjury: thou art on thy death bed. † Shakespeare’s choice of language, for example, his use of imperatives, â€Å"Down, strumpet! † makes it clear to the audience how much in control Othello is. This control is echoed in Soames, who speaks with great authority and power: â€Å"take your hated body†¦ out of my house†¦ Get out of my sight†. Soames commands his wife here in a way that suggests he views her as a possession, who should not disobey him, emphasised in Galsworthy’s use of the image of Irene â€Å"huddled in the fur†, as though she is a belonging. Again Shakespeare reflects this idea in Othello, with the handkerchief used as a dramatic device embodying Desdemona’s belonging to Othello, her supposed giving it away driving him to madness: â€Å"I saw my handkerchief in’s hand. Thou dost stone my heart. † Neither Soames nor Othello can see the fault in their own actions, demonstrated by Galsworthy through rhetorical questions: â€Å"Why should I suffer? What have I done? † Irene, however, is left in a helpless place, the animalistic imagery continuing, likening her to a trapped bird, her spirit crushed and giving up, â€Å"a bird shot and dying, taking farewell of all that is good – the sun and air and its mate. † This comparison also links back to Irene’s now dead lover Bosinney, her partner, without whom she feels she is unable to function. Shakespeare uses stichomythia to create a passionate atmosphere. Short dramatic lines such as ‘it is too late’, build tension in the audience. John Galsworthy also uses speech to create tension but does so via the exposure of Soames’ thoughts. ‘Take away that pitiful white face’. Soames’ outburst is made particularly striking in the way that Galsworthy withholds excessive speech up until this point. Unlike Shakespeare who employs continuous dialogue and only one stage direction in this extract, to create a sense of a never ending flow of emotion. The structure used in Othello is used in the build up of tension, for instance the stichomythia used towards the end of the extract. This technique is commonly utilised to dramatic effect in plays. The structure in Othello is generally used advance the narrative and to further increase the build up of tension towards the dramatic climax at the end of the play. In the Forsyte Saga the structure allows the author to progress and elaborate on the metaphors used. Galsworthy uses the structure to put emphasis on certain words or phrases: ‘so they sat, by the firelight, in the silence, one on each side of the hearth’. Typically of a novel the structure shows the progressive thoughts of the narrator and isn’t necessarily as linear as that in a play (ie Othello). Wider Reading: The poem My Last Duchess also carries the theme of adultery and extreme example of conflict in a relationship. Robert Browning doesn’t make it clear whether the woman is guilty, but the Duke, like Othello is guilty of jealousy. He doesn’t believe she treats her husband and different to any other men ‘all and each’, ‘she liked whate’er she looked on, and went everywhere’, suggesting she flirted alot, not that the Duke has any proof. The repetition of ‘that spot of joy’ emphasises how the fact her smile wasn’t just reserved for him bothered him, so much so that he used the harsh language like Ann Galsworthy’s choice of ‘Get out of my sight’ here, ‘that in you disgusts me; here you miss, or exceed the mark’, this shows his dark side and makes the reader question whether he killed her himself without knowing what she had done, similar to the way Othello acts on rage of his pride being damaged. The Duke also seems to be very possessive of the Duchess as is Othello and Soames Forsyte. Here he opens the poem ‘That’s my last Duchess painted on the wall’ immediately highlighting he owns the painting, but also implies he owns her in person. He also seems to like the fact he can control who looks at the painting, ‘the curtain I have drawn for you’, but couldn’t control who looked at his wife when she was alive. Additionally, in comparison to the imperatives Shakespeare and John Galsworthy use, Browning stresses the Duke’s power through his quite forceful request, ‘will’t please you sit and look at her’, almost as if the Duke is desperate for his audience to understand his anger, he states ‘I gave commands’, yet it seems she didn’t obey him, hence he killed her, ‘then all smiles stopped together’.

How successfully does ‘Dr. Jekyll and Mr. Hyde’ use the conventions of the horror genre? Essay

Explain your answer, looking closely at details of the text, and comparing the novel with other horror stories you have read or seen. ‘Dr. Jekyll and Mr. Hyde’ is a short novel written by the famous author, Robert Louis Stevenson. Stevenson’s ambition from an early age was to be an writer, although his father had different ideas. In one of his most famous novels, ‘Dr. Jekyll and Mr. Hyde’, Stevenson captures the extremism of Dr. Jekyll’s split-personality; his desire to let his dark side run wild, achieved by drinking a magical potion that changes him into the animalistic, violent and somewhat evil Mr. Hyde. The word â€Å"horror† categorises everything typically frightening, in every sense. Horror conventions include anything from darkness, shadows and night-time to werewolves, knives and blood; from monsters, violence and death to screaming, animal howls and creaky doors. â€Å"Horror† is simply a term to summarise all things scary, and is used mostly to describe books and films. ‘Dr. Jekyll and Mr. Hyde’ can be seen as a horror novel, because of its shocking and horrific content. In this essay I will explore the ways and successes in which Stevenson presents the story of ‘Dr. Jekyll and Mr. Hyde’ using conventions of the horror genre, referring to details of the text and comparing the novel with other horror stories and videos. One of the important horror conventions used in ‘Dr. Jekyll and Mr. Hyde’ is the use of darkness and the atmosphere of the setting. It is necessary that the weather, amount of light and general atmosphere is dark, quiet and negative to create a tense, scary mood. In the horror genre, violent or evil actions traditionally occur at night, when there are less people around to help, it is much quieter than during the day, and because the darkness easily conceals any crimes that are committed. The first time that Enfield sees Hyde, he is returning home â€Å"about three o’clock of a black winter morning†. There is â€Å"literally nothing to be seen but lamps†, and â€Å"all is empty as a church†. This, even before Enfield has set eyes on Hyde, creates a tense atmosphere where it feels likely that something horrible will happen. The weather is dark (â€Å"black†), and it is winter, suggesting that it is very cold, and the general atmosphere is very un-welcoming. The fact that the area is â€Å"empty† adds to the horror, because this means that nobody will be around to help you when something evil appears out of the darkness. Another example is â€Å"the lamps, unshaken by any wind, drawing a regular pattern of light and shadow.† Shadows are seen as frightening, because of the way they creep around and you can never be sure who or what is making the shadows. The darkness and gloomy weather successfully creates a threatening, tense, and un-inviting atmosphere. This horror convention is similarly used in ‘The Tell-Tale Heart’, when the old man’s room is described as â€Å"as black as pitch with the thick darkness.† As the narrator is pondering the murder of the old man, the darkness is important as it will not only create a tense atmosphere, but it will also conceal the murder. This is similar to the way the streets are usually described as dark and dingy in ‘Dr. Jekyll and Mr. Hyde’. Another important horror convention used in ‘Dr. Jekyll and Mr. Hyde’ is the Pathetic Fallacy. Stevenson employs the Pathetic Fallacy to reflect the emotions of the characters, by making the weather match the appropriate mood. A weather description in Chapter Four is an example of this; â€Å"A great chocolate-coloured pall lowered over heaven, but the wind was continually charging and routing these embattled vapours.† At this time, Mr Utterson is showing a police officer to the house of Edward Hyde, who we are suspecting of the murder of Sir Danvers Carew. The intensity of this scene is reflected by the stormy weather, and the â€Å"mournful reinvasion of darkness.† Many of the chapters of ‘Dr. Jekyll and Mr. Hyde’ include descriptions of dark, dingy weather, and more often than not the streets of Soho are described as empty or silent. In Chapter Two, the by-street is described as â€Å"very solitary† and â€Å"very silent.† Silent, solitary areas create a threatening atmosphere, as it suggests that there is nobody else around to help you if you get into trouble. This contributes to the sense of horror, because there is an inevitable feeling of danger present in any dark, empty places. The setting of the laboratory is also contributes to the horror in ‘Dr. Jekyll and Mr. Hyde’. There are not many descriptions of the laboratory, although one says that the tables were â€Å"laden with chemical apparatus.† This idea creates a sense of mystery, because at the time we do not know what the chemicals are used for. This creates tension in the plot, and we don’t know what to expect, which contributes to the overall horror of the story. Laboratories are traditionally linked with other typical settings for horror stories including castles, graveyards, and big empty houses. A contrasting horror setting to that used in ‘Dr. Jekyll and Mr. Hyde’ is used in ‘The Darkness Out There’ by Penelope Lively. ‘The Darkness Out There’ features Packers End which has many deathly feelings and darkness to it, the three men who died horrid deaths in there, and the chills which Sandra gets from thinking about the place. When Pac kers End is talked about, night time is used which is a mighty contrast to the sunny images of fields and meadows that Packers End is described as during the day. Unlike ‘Dr. Jekyll and Mr. Hyde’, ‘The Darkness Out There’ has only one setting, which changes from a peaceful, sunny area to a dark, chilling one. The general theme of ‘Dr. Jekyll and Mr. Hyde’ is duality. This alone adds to the horror, as it builds up the tension and creates the twist in the story. Throughout the story, there are hints given that Henry Jekyll and Edward Hyde are in fact the same person; one of these includes a quote from Edward Hyde: â€Å"You will not find Dr. Jekyll; he is from home.† As suggested in the novel, Jekyll seems to be â€Å"pretty sure† of Hyde, meaning he knows him very well indeed. Another hint includes Mr Utterson’s reaction when he is presented with the stick that Hyde had used to kill Sir Danvers Carew. Utterson instantly recognises the stick â€Å"for one that he had himself presented many years before to Henry Jekyll.† These hints mostly go un-noticed or un-considered, but they add mystery to the plot throughout the whole story, which gives the story an increasing amount of tension. Dr. Jekyll’s door is used symbolically as a block between Jekyll and the rest of the world, which almost suggests that the world outside literally can not understand Henry Jekyll. The door is always closed, which creates an undefined suspicion of Jekyll. This creates horror in that we can not be certain what Jekyll is always doing hidden away in his laboratory, although we are almost certain it can’t be good. The idea of duality in this story is the division between a normal, respectable man, and his darker side. Henry Jekyll is supposedly an ordinary man; trustworthy as he is a doctor, with no abnormalities in his life. Then there is Edward Hyde: a hideous, evil murderer who lets his fantasies run wild and brings them to life. Henry Jekyll is simply a man who wishes to keep his good reputation, but who also feels the need to carry out his fantasies, which include his desire for prostitutes, and murder. These are things that are not seen as acceptable, and people who do these things are excluded from society and disliked by most people. This theme is a frightening one, as people tend to fear murderers and criminals. The horror created by this theme makes the story into a shocking reality. The popular theme of transformation used for werewolves and vampires is also used in ‘Dr. Jekyll and Mr. Hyde.’ Stevenson uses horrific descriptions to give the reader a good idea of how frightening and disgusting the transformation is to watch: â€Å"The rosy man had grown pale; his flesh had fallen away; he was visibly balder and older.† This is an unpleasant thing to imagine, and it is quite frightening. There are also descriptions of the facial expressions of Dr. Jekyll as the transformation is taking place: â€Å"Dr. Jekyll grew pale to the very lips, and there came a blackness about his eyes†, and â€Å"Dr. Jekyll, looking deadly sick.† Descriptions like this add to the horror, because they are meant to shock the reader and create a cold, unfriendly atmosphere. The descriptions make Dr. Jekyll seem more like an animal than a human. A similar transformation occurs in Michael Jackson’s ‘Thriller’ video. Michael is in the woods with his girlfriend, and a full moon comes out, which immediately triggers the transformation of Michael into a werewolf. It is horrific to watch. It starts off with him just twitching a bit, and falling to the floor, but then when he lifts his head his eyes have become wider and yellow like a cat, and his expression is fierce. He then develops fangs; his ears and hands become hairy like a werewolf, and claws come out from beneath his fingernails. These things are meant to scare the viewer, and Stevenson describes Jekyll’s transformation for the same purpose. Although transformations are more horrific to see visually, Stevenson’s detailed descriptions are successful in creating horror. The presentation of Mr. Hyde is completely negative. His looks are described as â€Å"extraordinary† and â€Å"particularly wicked.† He is also described as â€Å"pale and dwarfish† with a â€Å"murderous mixture of timidity and boldness.† These images are used to exclude Hyde from normal-looking people, to make him individual. He is also given animalistic descriptions such as â€Å"ape-like fury†, â€Å"a hissing intake of breath† and â€Å"snarled aloud into a savage laugh.† This makes Hyde seem in-human and frightening like a monster, which adds to the horror. The effect Hyde has on the other characters encourages the reader to turn against him, and see him as a frightening creature of a man. Mr. Enfield describes Edward Hyde: â€Å"something wrong with his appearance; something displeasing, something downright detestable. I never saw a man I so disliked†¦ He must be deformed somewhere.† This informs the reader that Mr. Hyde has a very evil expression, and does not appear to be normal. There are also descriptions of violence and hatred; â€Å"†¦ tales came out of the man’s cruelty, at once so callous and violent, of his vile life, of his strange associates, of the hatred that seemed to have surrounded his career; but of his present whereabouts not a whisper.† Horror is created in this quote because Hyde has been given many negative characteristics: cruelty, callous, violent, vile, and hatred, and there is a twist of mystery at the end which says that nobody knows of Hyde’s present whereabouts. Stevenson is clearly trying to make the reader also dislike Hyde, by creating an overall image of this animalistic, cruel, violent man with a lot of hatred. This successfully creates horror in the novel. In the same way, ‘The Blob’ by R. L. Stine describes a huge, overpowering man-made monster which terrorises innocent people and publicly crushes them to death. The Blob is described as â€Å"†¦ a gigantic landmass of blubber, standing so high that even the tallest of men would flee for their lives at the site of this extraordinary, yet silent, creation.† A final contribution to the horror in ‘Dr. Jekyll and Mr. Hyde’ is the savage acts of Hyde. Hyde’s murder of Sir Danvers Carew and the trampling of the little girl are described in horrific detail. The trampling of the little girl was described by Mr. Enfield: â€Å"†¦ the man trampled calmly over the child’s body and left her screaming on the ground.† The murder of Sir Danvers Carew was described like this: â€Å"†¦ he broke out in a great flame of anger, stamping with his foot, brandishing the can†¦ like a madman.† This is horrible, and Hyde is made to look like a â€Å"madman.† The horror continues to build up as we discover that Hyde must be simply insane, and he will do whatever he pleases, not caring what the world thinks of him. In conclusion, ‘Dr. Jekyll and Mr. Hyde’ is a very successful horror story. It uses many different horror conventions and has parts of the plot which successfully build up the tension throughout the whole story, such as the little clues that suggest Jekyll and Hyde are the same person, and the laboratory door. However, there are weaknesses in the plot; Mr. Hyde is small and not intimidating like other horror characters such as Frankenstein. Generally though, ‘The Strange Case Of Dr. Jekyll and Mr. Hyde’ is a very successful horror novel, and would probably stand among the top 10 best horror stories of all time.

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.