Star Alpha Medicines Essay Example | Topics and Well Written Essays - 1500 words

Star Alpha Medicines - Essay Example An example of a situation that human could suffer from his own innovations in the field of medicine is the case involving a drug called TGN1412 in England, where 6 lives were threatened in March 2006. This incident highlighted ethical issues in clinical study design and safety monitoring. The main stakeholders in the case given include the StarAlpha Medicines, with its research and Development Department directly involved, and Country X with the direct participation of its citizen specifically the poor women who will be the potential subjects of the clinical trials to be carried out. StarAlpha Medicines could benefit a lot if the CEO's suggestion will materialize. The said pharmaceutical company, as the future main distributor of the drugs being developed, will be able to achieve skyrocketing sales. Also, if the strict procedures in clinical trials being observed in Europe will not be followed and taken for granted, instead it will be carried out in country X where a more favorable conditions for clinical trial are offered, it will be an effective mean of cost-cutting on the part of the pharmaceutical company - less expense but big revenues. Country X on the other hand, will reap both the positive effects and the possible negative outcome of the test. If the drug will be administered to poor, sick women, and the result will be successful, then Country X has found a cheap and easy way of providing treatment to its sick citizens. However, if the wellness and safety of the women to be subjected to the study will be overlooked, instead of being recipients of good health and a cure to their illness, they will be exposed to potential and real health risks. It could be possible that their health will be more endangered or that their system could possibly develop a negative response to the drugs which could then end to severe complications. Administering the drug without following a strict procedure in taking the needed test for its effectiveness and safety could be reasons for overlooking important concerns to its effects to the human body. A series of physiological reactions could take place beyond the control and knowledge o f the pharmaceutical industry. Problems not anticipated by the Research Department will be to the expense of the patients' welfare, the poor citizens desperate for cure to their illness are the ones who are always at risk, the ones who will mostly suffer the consequences of irresponsible clinical trials. Clinical trials, obviously subject human life into studies with the objectives that meaningful outcome will be achieved or for hypothesis being tested to be proven or disprove. These trials involve people - it could be a mother with kids leaning on her, a father with a family depending on him, or a boy who spends his day in the hospital bed when he should have a cheerful and sunny day in the park. These subjects are people with hearts that beat, with life worthy of utmost respect. And so, that's why ethics in the practice of medicine need to be of important considerations. Ethical considerations could be influenced by philosophical, religious, moral or legal perspectives and beliefs. In the conduct of clinical trials, one of the important elements to be

Sense and Sensability Essay Example for Free

Sense and Sensability Essay Abstract: In this essay I discuss Jane Austen’s use of both neoclassical and sensibility writing styles, in attempt to define whether Sense and Sensibility is more a product of the 18th or 19thh century. After much research and deliberation I have discovered that as Austen utilizes the sisters to express both themes of neoclassicism and sensibility that the novel is holds equally to both the 18th and the 19th century. 1. Critic Lionel Murphy said that ‘Sense and Sensibility forms a bridge between the neoclassicism of the Augustan Age and the Age of Sensibility, or the Romantic Age. Written on the cusp of the 19th Century, is Sense and Sensibility more a product of the 18th or 19th Century? Discuss. Novels of the 18th century featured neoclassical, rationalistic writing, however from the late 18th century and into the 19th century, sensibility was a popular writing feature for novelists. Jane Austen’s ‘Sense and Sensibility’ features both sensibility and neoclassical themes as Austen uses a subtle balance and proportion of the issues she wishes to address about society and the way she incorporates her characters and their stories to have equal justification. The Augustan age is defined by the Oxford English Dictionary as, â€Å"relating to or denoting 17th- and 18th-century English literature of a style considered refined and classical. † Whereas, Sensibility is defined by the Encyclopedia Britannica as a conception of the term held by Jane Austen’s contemporaries, it is a nice and delicate perception of pleasure or pain, beauty or deformity. It is very nearly allied to taste; and as far as it is natural seems to depend upon the organization of the nervous system. The differences between the styles is clearly evident, however it was not uncommon for 18th century, neoclassical writers to utilize both styles in their work (Macfarlane 2007). This was common as, sensibility was placed by literary history as a phase that transitioned between the decline of neoclassical ‘reason’ and into the eruption of romantic imagination (Keymer Mee 2004). Sensibility rejects the ideals of neoclassical values on correct judgement and restraint and heavily emphasizes the value of instinct, feelings and intuition (Pike). The reputation of the 18th century literature has never quite recovered from its embarrassing association with unmeasured and extravagant emotional displays. It was not just distaste for the fading fashion of sensibility, but often because it was an inherently unstable style of writing (Keymer Mee 2004). Sensibility arose out of the opposition to rationalism and neoclassicism of the Augustan age which held the deepest feelings of the individual’s morals (Pike, 2013). The unstable nature of sensibility came from its anti-rationalism that focused on emotional reactions, for example tears, swoons, fainting, prevailing mood of melancholy, fragmentation of form and set piece scenes of virtue and distress that appear throughout the sensibility period (Keymer Mee 2004). Women’s voices were cemented in 19th century literary history through their increasing popularity from the 20th century onwards, (Shattock 2010). The literature produced by the women of the 19th century supply an image of personal tragedy and suffering that became the theme of their work. The theme of personal tragedy and suffering was familiar to the characteristic tendency of these women as it was relatable to the phlight of women’s rights but also due to the popularity of sensibility (Harris 2005). Austen had clear statements to make about individual conduct as well as the structure of society and the relation of one to another (McMaster, 1970). Austen’s interested in the virtues and the vices is evident throughout Sense and Sensibilty as the imperfections of the personalities of Elinor and Marianne’s characters (McMaster, 1970). Marianne expressive nature frequently, a clear example of sensibility, the reader often sees Marianne extremely emotional responses to the situations she finds herself in, â€Å"She was awake the whole night, and she wept the greatest part of it. She got up with a headache, was unable to talk, and unwilling to take any nourishment; voicing pain every moment to her mother and sisters, and forbidding all attempt at consolation from either. Her sensibility was potent enough! ’ (81). † Spectators and readers are witness to the exclamation becoming declamation, grief modulating in self-pity stoicism (Keymer Mee, 2004). Austen utilizes Marianne to emphasize the theme of sensibility throughout Sense and Sensibility. This is apparent as it is repeatedly expressed by Austen through Marianne Dashwood who feels deeply and suffers cutely, it is evident her sensibility is genuine, (Mcmaster, 1970), â€Å"In such moments of precious, of invaluable misery, she rejoiced in tears of agony to be at Cleveland; and as she returned by a different circuit to the house, feeling all the happy privilege of country liberty, of wandering from place to place in free and luxurious solitude, she resolved to spend almost every hour of every day while she remained with the Palmers, in the indulgence of solitary rambles. The conception that sensibility maintains extravagant emotions that may in some ways appear artificial or overacted, is evident as there is something synthetic about her acute feelings that deliberately augments them only the artificial additions to her emotions, this is evident as she repeatedly plays Willoughby’s favourite songs when he leaves and when she takes to going on long walks in the gloomy weather (Mcmaster, 1970). Marianne sees everything through her own subjectivity, On the contrary, nothing can be a stronger proof of it, Elinor; for if there had been any real impropriety in what I did, I should have been sensible of it at the time, for we always know when we are acting wrong, and with such a conviction I could have had no pleasure. (13. 19) Her inability to see things from a more realistic view again emphasizes Marianne’s role in showing Austen’s use of sensibility, her total concern is with her own emotional needs and actions a clear example of sensibility. Neoclassicism was witness to many extraordinary writings about all kinds of man’s ability to think, feel and postulate. Building on the critical thoughts of the 17th century, English philosophers, writers, clerics and artists produced a massive body of literary works. These works were concerned with taking original works and ‘creatively criticizing’ them (Macfarlane 2007). Neoclassicism was a part of the Augustan age, in literature, Augustan’s expressed the distrust they felt for the imagination, as well as individualism, innovation and emotional freedom (Pike 2013). Characters of the Augustan age often retained features such as, clarity, propriety, order, elegance and good sense, all features are evident in Elinor Dashwood’s character (Pike, 2013). Elinor appears to be the more reserved of the two sisters as she uses acute observation of what is happening around her and through this is able to find out more about people and their feelings (McMaster, 1970). We are shown Marianne has much learning o do and reverse her values, the values that her emotional needs have created; love is not really the be all and end all, that Elinor and Edward are phugmatic and that men over thirty can feel. This is in contrast to Elinor, who only has to reproach herself once as she has been overconfident that Marianne will recover from her illness rapidly (McMaster 1970). Austen uses this to emphasize Elinor’s maturity and responsibility and show Marianne’s more childish and emotional nature. Austen uses Elinor to express the neoclassical and Augustan themes of the novel, this is evident when she is deliberating over her love for Edward and decides he has the correct qualities, â€Å"I have seen a great deal of him, have studied his sentiments and heard his opinion on subjects of literature and taste; and, upon the whole, I venture to pronounce that his mind is well-informed, his enjoyment of books exceedingly great, his imagination lively, his observation just and correct, and his taste delicate and pure. It is difficult for Austen to show Elinor’s neoclassical emotional control, without suggesting her feelings are weaker than Marianne, who appears to maintain free expression and vivid immediate reaction. However readers are able to look into Elinor understanding due to Austen’s narration which shows that there is more in her in showing the reticent love between her and Eduard Femars, Austen manages to an occasion convey intense feeling humorously through the narration of seeming trivia. This is seen their reunion scene in which Edward toys with the scissors while he blurts out news of his freedom Elinor’s heart is not empty we find her head is certainly far more active (McMaster, 1970). Both of the sisters are affected by romantic love but unlike Marianne, Elinor does not inhibit her sisters passion or feel the rejections so obsessively to the verge of self-destruction (Keymer Mee 2004). Elinor’s more emotionally stable standing allows her to be endorsed in preference to Marriane’s senseibility (McMaster 1970). Austen has clearly portrayed the sisters as each theme; Marianne Dashwood has a personality that is evidently themed to be part of the sensibility movement, whereas Elinor retains herself in a way that appears neoclassical. Therefore it does not seem that Austen’s novel, Sense and Sensibility is based in 18th century or in the 19th century as Austen utilizes both neoclassicism and sensibility throughout the novel.

BIM-Based 3D Reconstruction Technology

BIM-Based 3D Reconstruction Technology Optimization Model of BIM-based three-dimensional reconstruction technology and engineering model of visual perception Keywords: Three-dimensional reconstruction, visual perceptual model, engineering optimization, modeling, analysis. Abstract.Vision-based reconstruction is still there is a big limitation. Through its research-based approach introduces the primary visual three-dimensional reconstruction techniques, advantages and disadvantages of various methods were compared, it is desirable in this area can have a more comprehensive grasp, to further clarify the direction of future research. In order to improve the efficiency of the design and construction of bridge engineering, building information modeling (BIM) is introduced into the bridge project in the past. By analyzing the characteristics of bridge design and construction and the problems proposed bridge design and construction BIM-based optimization solutions, including preliminary design optimization, optimization of construction design, construction process optimization, optimization of the construction schedule and construction management optimization, combined with practical engineering project the applicability and effect analysis. Case application shows, BIM Bridge Project is applicable, can provide effective support for the bridge design and construction, thereby reducing rework and improve efficiency. The study may be large or complex bridge engineering BIM improve the efficiency and effectiveness of the design and construction of reference. Introduction The relevant information and data building information model is based on building projects as the basis for the model, building model were established by the real information of the digital information simulation building has, it has the visibility, coordination, simulated sex, optimality and showing of five characteristics. The BIM technology in the field of bridge engineering construction is currently in the early stages, preliminary exploration in the design, construction, and post-operation maintenance and repair of the entire life cycle of how to use BIM technology to improve design efficiency, improved design quality, strengthen the construction organization and post operations management, specific method and the application of BIM technology can bring benefits, hoping to BIM in bridge engineering to develop ideas. In recent years, domestic construction projects in the field of non-BIM is none other than the hottest technology in the construction industry has achieved good results after the application, the state began to vigorously promote the railway, highway, water conservancy and hydropower industry application of BIM technology in fields such as engineering, and bridge engineering in the construction field and a large proportion, especially high-speed railway, mountain railway, roads, bridges, often accounting for a larger significance in bridge engineering applications BIM technology on the entire major project, the paper will design, three stages of construction, operation and maintenance of the latter part of the project life cycle are the practical application of research needs and the effect of BIM technology. In recent years, should the needs of economic development, large, extra large bridge project more and more, such as China, Hangzhou Bay Bridge, the Hong Kong-Zhuhai-Macao Bridge, which bridge design and construction of a higher requirement. Bridge construction project not only involves complex geographical environment, and involves a number of complex projects, the most typical is the Steel Bridge. Currently, the design of large bridge projects usually rely on the traditional two-dimensional drawings and graphs to analyze the design by closing existing in conflict; construction planning is largely dependent on the experience of project managers to develop and implement, and is also a two-dimensional drawings to show. However, since the bridge project their own characteristics, its design complexity, component many rely solely on the traditional two-dimensional drawings difficult to detect in advance or found conflicts existing in the design; these design problems usually can be found in the construction phase, thus affecting the construction schedule and cost, will also affect construction safety. At the same time, in order to resolve the problem of engineering design and construction, we had to deploy more staff, which is also a significant increase in management costs. Therefore, to ensure the feasibility of the bridge may be constructed of engineering design and construction programs for efficient implementation of the bridge project is very important. Preliminary design stage is divided into two stages of design and post-design, including pre-design project approval, feasibility studies and scheme comparison and other parts, three-dimensional solid model of the bridge by using parametric modeling tools can be easily established according to the actual need to adjust the size, and the actual effect of the bridge into the real-time dynamic display, to achieve WYSIWYG, can intuitively design concept, design effects directly model the three-dimensional visualization of the project as a carrier to deliver policy-makers, which greatly facilitate the adjustment of the design, be revised in accordance with amendments and rendering, and cost control by adding information to keep abreast of changes after the investment increases and decreases, so that the bridge-bridge quickly determine preliminary program is very convenient and efficient. Figure 1 is a railway bridge stayed Bridge main bridge model, we need to establish a special bridge st ructure according to the characteristics of the family library for complex bridge structure using three-dimensional expression of BIM model than the traditional two-dimensional drawings clearer and easier to understand. The Proposed Methodology Three-dimensional modeling techniques.The use of modeling software for three-dimensional modeling is commonly used method, but modeling the need to spend a lot of manpower and material resources are often prohibitive, reconstruction effect is often unsatisfactory. Vision-based reconstruction technique to solve this problem and provides a new way of thinking. Three-dimensional vision-based three-dimensional reconstruction technology, which uses computer vision methods of three-dimensional model reconstruction of the object, is the use of a digital camera as the image sensor, the integrated use of image processing, visual computing technologies such as non-contact dimensional measurement, obtaining object using a computer program information. The advantage is that the shape of the object is not restricted to rebuild faster, can achieve automatic or semi-automatic modeling, three-dimensional reconstruction is an important direction of development, can be widely used, including autonomous mobile robot navigation systems, remote sensing and aerospace, industrial fields of automation systems, etc., the economic benefits generated by this technology is very impressive. As an important branch of computer vision technology, vision-based three-dimensional reconstruction of Marr visual theoretical framework is based on the formation of a variety of theoretical approaches. For example, according to the number of cameras can be divided into monocular vision method, binocular vision method, three monocular vision or monocular vision method; according to different principles, vision-based method can be divided into regions, feature-based visual method , model-based and rule-based visual methods; according to the obtained data the way, can be divided into active and passive visual method visual method. Figure.1 Three dimensional reconstruction technique According to research at home and abroad in recent years, were selected based on visual presentation of three-dimensional reconstruction of research and practical application of several methods and more comparative analysis, pointed out the main challenges for the future and the future direction of development. Depending on the number of cameras to use, this article will be divided into three-dimensional reconstruction method based on the visual method of monocular vision, binocular vision trinocular vision method and three methods were introduced, focusing on the monocular vision method. Monocular vision method.Monocular vision method is the use of a camera for three-dimensional reconstruction method. Images used can be a single point of view of single or multiple images can also be a multi-view multiple images. The former is mainly characterized by a two-dimensional image depth information deduced, these features include two-dimensional shading, texture, focus, contour, etc., it is also referred to as X shape recovery method. This simple device structure class methods, the use of single or small number of several images can be reconstructed three-dimensional object model; less than that normally required conditions more idealistic, practical application is not very satisfactory, the effects of reconstruction in general. The latter by matching different images of the same feature points matching using these coordinates in space constraint obtaining information in order to achieve a three-dimensional reconstruction. This method can be implemented in the reconstruction process of camera calibration, to meet the needs of large-scale reconstruction of three-dimensional scene, and in the case of resource-rich image reconstruction is better; the downside is that a greater amount of computing, a long time to rebuild. The following describes several major monocular vision method. Shading method.Shading method, that the brightness of the shape recovery method (SFS). This approach by analyzing image brightness information, using reflected light model, restore the normal to the surface of three-dimensional reconstruction information. Horn in 1970 first proposed the concept SFS methods, and gives a non-linear relationship between the two-dimensional image showing the brightness of each pixel in the corresponding three-dimensional point of law to the reflectance of light and the direction of Partial Differential Equations , the brightness of the equation. However, this method is a SFS under-constrained problem and needs to solve other constraints. Therefore, the traditional method of SFS also based on three assumptions. The main advantage of the brightness of the method is that it can recover from a single image in a more precise three-dimensional model can be applied in addition to mirror the object almost all types of objects. However, the brightness of the reconstruction of relying solely on mathematical calculations, results are poor, but because of the lighting conditions more stringent requirements, the need to know the precise position and orientation of the light source and other information, so that the brightness of the method is difficult to apply in the case of an outdoor scene lighting and other complex three-dimensional reconstruction on. Photometric stereo.Although the shading method to support the reconstruction of three-dimensional model from a single image, but less information is available in a single image, the actual reconstruction of the general effect. So Woodham of SFS method is proposed to improve the photometric stereo. Photometric stereo by a plurality of non-collinear light source to obtain multiple images of the object, and then a different image brightness simultaneous equations, solving the surface normal direction of the object, and ultimately restore the shape of the object. Technically, the use of two light sources can be obtained method object to the information, but the use of multiple sources of data redundancy can be resolved by the shadows and specular reflections caused by such factors can not solve the problem, better robustness, reconstruction effect It can be improved, so the current method basically using a plurality of (four to six) three-dimensional reconstruction of the light source. Photometric stereo advantages and brightness of the same law, the use of multiple images at the same time avoids the problems of ill shading method, and the use of multiple light sources also increased constraints, to improve the accuracy and robustness of the method; it the disadvantage is difficult to apply a mirror surface object and three-dimensional reconstruction of outdoor scenes and objects. Texture law.Humans can surface texture by projection on the retina perceive three-dimensional shape of the object, so the visual image information gradient texture can be used as information for Shape and depth cues. Based on this theory, the analysis can be repeated by surface texture unit image size, the shape, the recovery of the normal object, the depth information to obtain three-dimensional geometric model of the object, i.e., texture profile method for recovery. Texture is the basic theory of law: For a smooth surface and having a repeating texture units covering the object of which, when projected on the two-dimensional image, texture unit on which will be deformed, this deformation is divided into projection distortion (projective distortion ) and perspective shrinkage. Projection distortion so the farther away from the image plane texture unit looks smaller foreshortening distortion and image plane makes an angle greater texture unit looks shorter. Because these two variants can be measured from the image, so it can be analyzed after deformation texture units, reverse strike the surface normal and depth of information, three-dimensional reconstruction. Profile method. This method of contour images of objects through a plurality of angles to give a three-dimensional model of the object. Profile method can be divided based on voxel cone prime three methods based on visual and shell. Figure.2 Visual perception model Conclusion Reconstruction of 3D Vision technology is still in the exploratory stage, the practical application of the various methods is still some distance away from a variety of application needs to be urgently met. Therefore, in the future for a long period of time, we also need to do more intensive research in this field. This study shows that, BIM can provide effective support for the bridge design and construction. This study was expected to provide reference for increasing large, complex bridge design and construction efficiency and effectiveness, as well as assist in the promotion and application of BIM in the field of civil engineering. I believe that with the continuous promotion of theory and technology of BIM, BIM applications in civil engineering will become increasingly widespread, so as to improve their quality, efficiency and management level. Safety-critical structural bridge engineering, maintenance and repair of the late, operations management, file management can take advant age of powerful information technology BIM, visualization capabilities to achieve.

Review of Portrait of America :: essays research papers

Review of Portrait of America During the process of reading this compilation of works, Portrait of America, many different point of views were aired. The opinion or attitude on the subject was too tainted. The authors were very biased to their perception of the "story". This book could have been much more beneficial if the facts would have stayed to the straight and narrow. Only the detrimental facts needed to be applied to these chapters. For a history class, as broad as this, this book opened too many doors that could not be explained in as much detail as would be liked. Many of the authors enjoyed mentioning the most scandalous moments of the people's lives then dropped the fact without much support or follow through as to what happened to cause or end these events. Brief summaries only tease the mind, and with the course load of most students, there is hardly extra time to investigate the matter further in detail. For a class such as History 152, biographies and/or documentary style books are m ore worth the while of the student. For instance make a list of a selection of novels that could be read for the class, so that every student can then explore in depth what that student thinks is interesting. Although the book was teasing in nature the chapters did flow well and were easy to read. The procession of the chapters had wonderful transition as to not loose the student. While proceeding through this book there were several different reoccurring topics that appeared. This paper will discuss these two reoccurring topics: the civil rights movement and former presidents. The civil rights movement, by many people, is though to have happened during the 1950's and 1960's. The truth of the matter is that civil right has and always will be an ongoing issue for anyone who is not of color. The civil rights movement started when the black slave started arriving in America centuries ago. The civil rights movement is one of the most known about issues in American history. Everyone at some point in their life has studied this movement. This movement is particularly interesting due to the massive amounts of different stories and occurrences through the course of the movement. Dr. Martin Luther King Jr. was a vital figurehead to this movement. He inspired many people who had lived their whole lives in the shadow of fear of change.

Business Ethics Within Today

Business Ethics within Today’s Business See Yang University of Phoenix Business Ethics within Today’s Business Ethics are very important to all business people. Yet, many neglect ethics as an important part that plays a major impact upon a person’s success as a leader or advisor. Ethical dilemmas are faced everyday in the society. Which in today’s business world ethical issues like harassment, conflict of interest, and customer confidence issues does affects the community and organization. Business ethics is not something that naturally occurs within an organization. It’s a culture that upper management and employees need to build from the ground up, which helps the company to tackle moral issues confronting the business. Therefore, business ethics examines ethical principles and moral or ethical problem that arise in a business environment, which applies to all aspect of business conduct and are relevant to the conduct of individuals and business organizations all together (Trevino & Nelson, 2007). However, business ethics creates professional attitudes and behaviors throughout the organization and the surrounding environment. In today’s business world, harassment is not taken lightly. Harassment or sexual harassment is sexual behavior toward another person with unwanted contact with the other person. Harassment is not when two people come together and kiss but when someone is making rude comments or trying to have sexual contact with another person without permission. Because harassment is a form of discrimination harassment is an ethical issue that stops workers from performing their duties due to miss treatment and unfairness (Trevino & Nelson, 2007). Another ethical issue is conflicts of interest. Conflict of interest includes issues as bribes, influence and privileged information. For example, if an individual was working for a retail company and was also employed by another retail company at the same time would be consider a conflict of interest. Due to valuable information the individual holds about the company, therefore the company would expect the individual to quit or look for another job. Conflict of interest can also occur by holding a personal relationship with another co-worker and distributing irregular discounts to other vendors when the discount is meant just for the worker. As a company, avoiding conflict of interest is the best way to go. Conflicts could cause loss of employment and corporation or law and federal charges. Customer confidence issues are another ethical issue. It includes topics such as confidentiality and truth in advertising. Confidentiality is basically the privacy of the customer. The privacy protects the customer’s personal information on sales and finance. As an employee, truth in advertising plays a huge role in customer service. If an employee is promoting something and is not promoting the proper information, the company could lose a substantial amount of money depending on the situation. As well as losing customers and business. Customer confidence has a saying, â€Å"the customer is always right† (Trevino & Nelson, 2007). Most businesses use the saying to prevent tension between the corporation and the customer and provide customer satisfaction. Harassment, conflict of interest, and customer confidence issues are some of the business ethical issues, which are common in everyday business. An individual can make a single decision that can have a negative or positive effect around his or her surroundings. Businesses make the choices through being honest or lying. However, it will determine what fate the business would fall in. A business who values work ethics would be a business valued by the customers. Reference Trevino, L. K. , & Nelson, K. A. (2007). Managing businessethics: Straight talk about how to do it right (4th ed). Hoboken, NJ: John Wiley & Sons. Retrieved January 3, 2010,from ecampus. phoenix. edu

Report Restaurants Essay

In the past 10 years, the term „Going Green† gains not only public and media attention but also encourages companies and business to change their ways of running. The question you would probably ask now is why? Lets first concentrate on this simple question, what is going green? Going green is the idea of change which would influence in decreasing pollution saving animals and overall our planet. The environment awareness keeps on growing and growing every single year. Now lets concentrate on „why? †. An ordinary person, lets say his name is Ben, heard about the concept of going green, he liked the idea and he tries to change a little bit his daily routine. Ben doesn’t want to flip his life around a idea, but he tries to save energy, water maybe recycle from time to time. It makes him feel good about himself. What he doesn’t realise is that by changing his way of thinking and acting he just became a part of one of the highest growing markets. Over 80% of people go green each year. Not everyone will keep on doing it. Lets take a random European country, Poland. Poland has over 40 million citizen’s, 32 million decide on going green, more than half of it drops down and doesn’t continue, we are left with 12-16 million, 22% of these people can afford a stay in a 4-5 star hotel, resort, now we are left with 3,3 million. Now answer yourself a question, when Ben goes on holidays with his withe to another city in Poland, which Hotel would he chose? The one that didn’t turn green, but still is a really good hotel with a nice view at the city or a hotel that supports his way of life and will make him feel better about himself. Its 3,3 million individuals which would probably pick the hotel that decided to change a little bit the ways of running. Going green is not only an advertised way of helping mother earth but can also can become a competitive advantage. Advantages Can become a money saving opportunity. Microsoft proved that turning off a computer or putting it into sleep mode after its been used can help the company in saving up to $90 per computer, within a range of a whole year. Imagining how many computers there are in a large corporation or a hotel. Lets say there are 250-300 computers in a hotel that is owned by a hotel branch, a single hotel saves up to $22,000 per year. Hilton right now owns 530 hotels. If they decided to implement such a small change they could save up to 11,6 million dollars. Going green can become a competitive advantage. Customers seem to chose products or services of the companies that tend to care about the environment over the same quality product or service from a different company. A company That decides to go green can count on so called tax benefits. Government tends to support companies which show evidence of implementing methods that would be beneficial to environment. Cutting Tax costs is one of the ways the government can support companies. This only happens when a company can cut their energy costs by 50%. Employee motivation. Employes tend to be more loyal to the companies which tend to care about the environment. Workers can also be more committed by participating in the activities which could help in maintaining sustainability. A repetition of that kind of activities can help the companies in recruiting better quality employes. The fact of implementing extra tasks to daily operation of a business can be a factor that will motivate employees and can make their work more efficient. Disadvantages The initial cost of going green can be very high. usually smaller businesses cannot afford to turn to go green. Solar panels for example are very expensive. We can notice the brake even after 3 years or more. Going green is more of a long term investment. In some cases switching to green methods can raise the value and the prices of services or products. Because of relatively high costs of implementing green methods some companies may be forced to higher the prices of products or cut costs in any other way to brake even quickly. In some cases customers can notice that a company is going only green to increase the good image of the company. Or says that they are green and at the end they sell unfriendly products to the environment. This is called „Green Washing†.  If a consumer notice that the company is green washing than they can suffer really bad publicity. Conclusion Many famous companies are deciding to go green. Companies such as Mc Donald’s, Starbucks, or Coca-Cola decided on going green. Hotel wise it is also a good idea. This action can bring new customers and can also make consumers loyal. it means that customers would be likely to come back to our hotels. It could help in building up a wide customer base which could help our company in raising advantage over our competitors. A company that decides to implement the whole concept of going green, has to be careful and maintain this way. Because if the public finds out that a company is saying that they went green, and doesn’t actually change anything, it can bring a lot of trouble to the company. It can build a bad image that is hard to erase. I am for going green. As it is becoming more and more popular sooner or later companies will have to go green.