Jacques Bertrand’s ‘Nationalism and Ethnic Conflict in Indonesia’

The book to be analyzed is Jacques Bertrand's ‘Nationalism and Ethnic Conflict in Indonesia', published by Cambridge University Press in 2004. This book is seen as one of the most recent writings on the subject of ethnic conflicts as they are, and through the prism of the situation in Indonesia.Jacques Bertrand is known for the deep scientific research in the area of Asian studies; Bertrand is the authors of numerous works related to Indonesian conflicts and ethnic backgrounds, so the book may be seen as either a continuation of this research, or as the means of concluding all previous knowledge and making it more systematic, thus eliminating unnecessary information and creating a clear picture of what the situation is and what the roots of this situation are.A question may appear (as well as serious doubts) as for how a Professor and a scientists of Toronto University, which is not even close to Indonesia could perform such deep research and whether the ideas given in the book can be trusted and can be relevant, but Bertrand was able to view the situation from inside, visiting Indonesia and conducting the research there. These ‘research trips' as the author calls them, transformed the initial idea and image of the book, and the resulting work is the one we read now.Speaking about the situation when a foreign author writes about ethnic conflicts of some other country, it has both its advantages and drawbacks. Taking into account that the author states ‘many people from various non-governmental organizations across Indonesia provided me with assistance, contacts and resources' (Bertrand 2004, p. xv), it may be assumed that the conclusions made in the book are relevant and reliable. 2.The author's purpose of writing this book was systematization of the information which had already been at disposal and needed deeper analysis and application in the theories described in the book; however, probably the principal aim of writing this book was to fin d possible solutions of the conflict situation. ‘I only hope that my work, in its very small way, can help to elucidate some aspects of the conflict and perhaps contribute to the reconciliation process'. (Bertrand 2004, p. xv) 3. One of the principal benefits of the book is that Bertrand was able to make huge systematization of the already existing material.This is clearly seen through the strict structure of the book, with each part addressing the separate aspect of the conflict without tearing it off the general line of discussion. Thus, step by step, the reader fills the image of the situation which he has given through the beginning of the book, with additional aspects and details, making it multidimensional. ‘The argument of this book consequently differs from other studies that have addressed various aspects of the ethnic violence of the late 1990s'. (Bertrand 2004, p.6) The principal difference and one of the main advantages of this classification is that it is do ne through three lines – the first one described what role elites play in raising ethnic conflict; here Bertrand was brave enough to deny the strength of certain arguments and evidences (for example, the role of outside forces) and to re-direct discussion into understanding, what forces linked local groups to elites, and why so many people joined the riots. The whole structure of the book is made as leading the reader to the possible conclusions step by step.From the very beginning the author gives basic theoretical approaches as for the possibilities of escalating ethnic violence. The advantages of making this chapter the first is in giving serious background for the reader to understand what roots of violence and ethnic conflicts exist at present, which helps to make personal conclusions as for which of the theories is applicable to the situation in Indonesia. Bernard tries to explain the core of ethnic violence through the conjunction and interrelation of nationalism, inst itutions and relations between ethnic groups.It has been emphasized through the book that all previous studies had focused on national ethnic identities as well as various socio-economic factors; not a single theory had made any stress on the assumption that ethnic violence becomes relevant through the periods of institutional reconstruction of the state. (Bertrand 2004, p. 10) These theoretic approaches are also seen through the light of the nationalism/ ethnic conflict connection, in which Bernard sees the essential aspect – nationalism is what links nations to the states (Bertrand 2004, p.15), and while it is often seen as a very negative aspect, in its moderate forms nationalism is what defines the ‘face' of nation. Having once paid attention to the assumption that religion is the core of the ethnic conflict in Indonesia, Bernard follows this line across the several more sections, coming to the point that the discussion of how religious issues are managed in the cou ntry and how islamization influenced the ethnic structure and relation of people in Indonesia will finally become the correct choice giving the ideas as for how this conflict should be solved.Making logical structure, Bernard leads the reader to the issue of religion as leading in Indonesian ethnic conflicts, gradually; starting the section of religious conflicts with the description of their essence, the reader goes through the explanation of connections between riots and religion, as well as the fall of Sukarto's regime which is seen one of the pushing forces for the escalation of ethnic violence. ‘Though the violence was directed most clearly at the ethnic Chinese, religious undertones were nevertheless present'. (Bertrand 2004, p. 102) – this quotation shows the objectivity of analysis.Bernard tries to avoid categorical statements and assumes that the analysis of the Indonesian ethnic conflicts should be done very carefully; the author is rather cautious in many sta tements which make the reader understand the striving for being objective. In explaining the reasons for religious riots, for example, Bernard was rather critical of the previous analyses made by other authors, but even in that case it has not been done in denying way, but through the prism of the knowledge which the author possessed and wanted to deliver to the public.(Bertrand 2004, p. 111) Making autonomy or federalism the best resolution of the ethnic conflict, Bernard explains this position stating that ‘autonomy could redistribute political power, representation, and control over the state's resources to provincial or district levels. As such, it gave political elites in these territorial units more power to direct resources to their specific needs' (Bertrand 2004, p.185) Thus, having started the book with the discussion of the political local elites as one of the major participants of ethnic violence, having gone through historical and religious aspects, Bernard still c omes back to these elites in the solution, seeing it as the most beneficial. As it has become clear, the structure is absolutely strict, vivid, logical and correct. The book can be viewed as the basis for deep analysis and understanding the misconceptions which existed in the previous studies on the same subject. These misconceptions have also partially been mentioned here.4. The assumptions which underlie the author's argument mainly touch the aspect of religion; the basic assumption is that religious conflicts become the moving forces for the ethnic conflict, as well as that local elites need self-identification, which also leads them to riots and ethnic violence. One more useful assumption is that though many riots had no religious tint on the surface, the conflict between Islam and Christianity is the ground on which ethnic conflicts grew; with assuming that local elites play not the last role in creating these riots.It is also possible to assume that ethnic violence is used as cover for elimination of the undesired religious layers; this assumption can be seen through the whole book, though it is not expressed openly, but is rather implied. 5. How to categorize the author's approach to the problem? I would state that it is a combination of sociological and political approaches. It is suggested that sociological approach is viewed through the analysis of the connections between the elites of various level (national, local).Political approach is seen through the suggestion that autonomy will be the best resolution of the conflict. The question is here what other views and perspectives could be used here and how they could change the whole book. Let's think – the two approaches used by the author are beneficial because they make it possible to come to the relevant conclusions and to make real suggestions as for the possible solutions. If this approach was philosophical – it would be absolutely different and probably deeper, but it would not be possible to create basic resolutions for the conflict.6. Methodology which was used by the author is mostly interviewing – Bernard spent rather long time speaking to native people and living among them to gather all information possible for the book. As it is stated in the very first section of the book, ‘colleagues provided useful comments on parts of the manuscript or related papers, some influenced my ideas in discussions at various venues where I presented my work, or forced me to revise my analysis significantly in light of their constructive criticism'. (Bertrand 2004, p. xiv) 7.It may seem difficult to define what audience Bernard addresses in this book. Looking closer at the language in which the book is written, and thinking of what audience should be the best for reading the theoretical and practical material, it may be assumed that this book will be the most suitable for the researchers who now only work in he area of Asian conflicts and would be interested i n information about Indonesia – the theoretical background is so strong that it can be used in any related sociological and political studies in the area of the ethnic conflicts, violence and their reasons and sources.Moreover, the line which the author makes through the book (the logical line) can also be used by professionals in analyzing other regions of the world in the similar manner. Though the references made by Bernard to other works and authors, are all noted in the book, it is still easier to be read for those who have an idea about these works and what these works are about. 8. Any author can be criticized and it is always possible to find weak sides in any work, no matter how professional it can be.There of course can be other views on the problem, and Bernard was wise enough as to show these viewpoints in this work and to critically analyze them on the basis of the knowledge available from her life in Indonesia, though it is also possible to look at the problem n ot through religious prism, but through the prism of political reasons of striving for autonomy, for example, and in this case the research would take a different form.For example, Bowen (1996) speaks about ethnic conflicts viewing them through social conflict and the importance of political choices, without any relation to religion. In his article he writes that emerging of the political systems is the crucial element for avoiding violence in any form, and though Bernard relates to institutional changes in the political structure, the arguments are still directed towards religion. 9.Though it may be suggested that while the book was published in 2004, three years might have created serious effect on the Indonesian regime and much could have changed after that. One of the recent articles in Washington Times about Indonesia (Anonymous 2005 p. A22) and its violence on the ethnic background has given assurance that Bernard was right – the arguments given about the Sukarno regime and its impact on raising ethnic conflict are only supported and are not denied and even neutralized.Though the tendency towards democratization of the Indonesian society was noted as an important political factor for eliminating violence and destroying the grounds for the conflict; when population has received the right to elect and to vote, it has become clear that the Sukarno regime's supporters would not have many chances to win the elections. While Bertrand states at the end of the book that ‘the end of regime opened up opportunities for renegotiating new terms of inclusion, or secession, for ethnonationalist groups', (Bertrand 2004, p. 217) this assumption is supported by the abovementioned article.Thus, it is not possible to say that the arguments given by Bernard were weakened with time; the perspective drawn by the author was developed as predicted, and the absence of any recent articles on violence in Indonesia is the best support for the prediction that renegotiati ng of ethnic groups has taken place. 10. The significance of the writing analyzed here is not under any doubts; it has become clear that the analysis made by Bertrand is so deep that it cannot be stated any other author has been able to conduct the research of such large scale over the recent years.The significance of this writing is more increased through the two following factors: first of all, it has been done ‘from inside' of the situation with Bertrand undertaking multiple research trips to the country; and second, seeing the serious conclusions touching the need of autonomy, to which the author was able to come. References Anonymous 2005, ‘Democratizing Indonesia', The Washington Times, September 23, p. A22 Bertrand, Jacques 2004, Nationalism and Ethnic Conflict in Indonesia, Cambridge University Press. Bowen, JR 1996, ‘The myth of global ethnic conflict', Journal of Democracy, vol. 7, no. 4, p. 3-14

Mga Pananaliksik

The Ten Commandments of Human Relations 1. Speak to people. There is nothing as nice as a cheerful word of greeting. ?Speaking to other people is the best way to gain relationship, and greeting is the best way to start a good conversation. 2. Smile at people. It takes 65 muscles to frown; only 15 to smile. ?Smiling will give the impression of being open to relationship and expressing to everyone that you are a kind person. Nobody will dislike a kind person, except for those who are insecure. 3. Call people by name. The sweetest music to anyone’s ears is the sound of his own name. ?Never call a person in a pig or etc. it is great insult and it would damage your reputation of being a good friend. 4. Be cordial. Speak and act as if everything you do were a genuine pleasure. ?Be thoughtful and don’t be pretentious, just enjoy the conversation. 5. Be friendly and helpful. If you would have friends be friendly. ?Being friendly and helpful will help you build and strengthen your relationship with others. 6. Be genuinely interested in people. You can like everybody if you try. Never judge a person, because no matter how bad he looks or act, there is light inside his or her heart, and that light protects the kindness left to that person. 7. Be generous with praise; cautious with criticism. ?It is simple. If you have nothing good to sat, just shut your mouth. 8. Be considerate with the feelings of others. It will be appreciated. ?Do not be a dumb of something else towards other personâ€⠄¢s feelings, try to understand them and if possible, console and comfort them to the best of your ability to do so. . Be thoughtful of the opinion of others. There are three sides to a controversy: yours, the other fellow and the right one. ?If a friend asks you if his or her dress looks good to him or her. Never say yes if it’s not true, instead, you need to criticize in a friendly manner. 10. Be alert to give service. What counts most in life is what we do for others. ?Offer your personal and professional services to everyone as long as you find yourself needed.

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Electrochemical Impedance Spectroscopy Study

Electrochemical Impedance Spectroscopy Study Electrochemical impedance spectroscopy An EIS study was carried out at different dc potentials in order to study the mechanism of ORR in O2 saturated alkaline solutions on prepared GDEs. The Nyquist plots of GDEs under different polarization potentials are shown in Fig. 5. The impedance diagrams show two different behaviors which depend on the applied dc potentials. In the other words, the shape of plots changed at different potentials, suggesting different electrochemical processes occurring on the electrode. The impedance spectra acquired at the potential lower than 0.7 V show one loop in the high frequency region associated with the time constant of a charge transfer process and semi-infinite diffusive manner related to Warburg component in the low frequency region. This semi-infinite diffusive character is related to the adsorption of reactants and intermediate products. The Nyquist plots of O2 reduction on GDEs at the E≠¥0.7 show two loops. The processes that could be involved on the electrode surface that would produce these changes include [37]: (1) Diffusion of O2 through the gas phase in the pores (of porous carbon supported catalyst) and the electrolyte to the reaction site. (2) Adsorption or heterogeneous surface reaction of the oxygen, together with oxygen diffusion. (3) Charge transfer. (4) Diffusion of reduction products into the bulk electrolyte Many reaction mechanisms have been proposed to describe ORR in aqueous electrolytes. Among these models, the Damjanovic model (Fig. 6) is one of the most extensively employed models, due to its applicability over a wide potential region. Damjanovic model describes the ORR as a multi-electron reaction which O2 molecules in the vicinity of the electrode are irreversibly reduced directly to H2O through 4-electron transfer (with a constant rate, k1) or to H2O2 through 2-electron transfer (constant rate, k2). The H2O2 formed can be reduced to H2O through 2-electron transfer (constant rate, k3) or diffuse into the bulk solution [38]. The ORR mechanism on transition metals has also been investigated by theoretical calculation based on the electronic structure [39-40]. The dissociative mechanism and the associative mechanism are proposed for a low current density range (more positive potentials) and a high current density range (more negative potentials), respectively [41]. Dissociative Mechanism (E≠¥0.7 V): In this mechanism, no H2O2 is produced. On a metal surface, O2 adsorption breaks the O-O bond and forms adsorbed atomic O, which further gains two electrons in the two consecutive steps, forming hydroxide ions. Since there is no adsorbed O2 on the catalyst surface, H2O2 cannot be formed. This mechanism can be considered a detailed form of the direct 4-electron pathway and can be written as follows: 1/2O2 + M(metal active sites) → O ºads (11) O ºads + e + H2O → OHads + OHaq (12) OHads + e → OHads → OHaq (13) Associative Mechanism (EË‚0.7 V): Since adsorbed O2 is present, the O-O bond may not be broken in the following steps, resulting in the formation of H2O2. The H2O2 could either be further reduced to H2O or be a final product. Therefore, the mechanism can be written as follows: O2,ads + 2H2O + 2e → H2O2 + 2OH (14) H2O2 + 2e → 2OH (15) The further reduction of H2O2(ads) to hydroxide ions occurs only once the enough overpotential has been reached and before the formed H2O2 diffuse into the bulk solution [41]. The two loop manner of GDEs in Nyquist plots may be related to two basic steps. On the other hand, for E ≠¥ 0.7 V, two time constants are detected during the impedance measurements (Fig. 5). The first time constant at high frequencies is associated with the charge transfer reaction according to Eq. 12, while the second may be associated with the further reduction of OHads to produce OH based Eq. 13. On the other hand, for EË‚0.7 V, the first time constant is related to H2O2 intermediate formation according to Eq. 14 and further semi-infinitive diffusive manner in the low frequency region can be explained by adsorption and diffusion of this intermediate into the bulk solution. In order to obtain quantitative information from impedance spectra in Fig. 5, two electric circuits were employed (Fig. 7). The electric circuit in Fig. 7a was used to simulate the impedance response of those spectra with OCP and E Using the equivalent circuits shown in Fig. 7, a constant phase element (CPE) is suggested instead of pure capacitance (C), due to the non-homogeneous surface of the electrodes. The impedance of CPE is defined as [Yo(jω)n]-1, where Yo is a constant with dimension (S.sn), while the exponent n denotes the correction factor pertaining to the roughness of the electrode and has values that range from 0 to 1. A pure capacitance yields n=1, a pure resistance yields n=0, while n=0.5 represents the ideal Warburg impedance. The true capacitance values can be calculated using the following equation [38]: C=[Yo Ãâ€" R (1-n)]1/n (14) According to equivalent circuits shown in Fig. 7, Rs is associated with the resistance of the solution, connectors, leads and wires. R1 is the charge transfer resistance of the reduction process from O2 to H2O2, R2 is the resistance of adsorbed species with H2O2 as the main intermediate or O2 adsorption into the GDE pores in the figure 7.a. The R1 and R2 circuit components in figure 7b are the charge transfer resistance of the reduction process of O ºads to OHads and the reduction process of OHads to OH, respectively. Parameters calculated from the equivalent circuits (Fig. 7) of O2 reduction on the GDEs are listed in Table 3. According to table 3, the Rs values change as a function of the potential, indicating that the contribution of the apparatus (connectors, leads and wires) from the total impedance of system shouldn’t be dismissed. So, the Rs values have a contribution function of both electrolyte and the apparatus resistance, i.e., connectors, leads and wires. R1 and R2 also show a dependence on the applied dc potentials (Fig. 8). By increasing the positive potential, the R1 values decrease. In the potential region of lower than 0.7 V, the adsorption of free O2 molecules happens on the metal catalyst and then O2,ads reduces to OHads (Eq.8). In the applied dc potential of E≠¥0.7 V, the adsorption of O ºads free radicals happens. By increasing the positive applied potentials, the adsorbed amount of O2,ads and O ºads increases and the further reduction process occurs more easily in the catalyst layer. So the R1 values will be decreased. The dependence of true capacitance values of the applied potentials is shown in Fig. 10. The adsorbed species enhancement by increasing the more positive potentials causes to decrease of C1 values. The R2 values for EË‚0.7 V are related to the adsorption of molecules like H2O2,ads into the GDE pores. When the potential is increased to more positive potentials, the adsorption of H2O2,ads spec ies by the oxygen atom orientation to the metal catalysts will be increased and R2 values became higher. In the potential region of E≠¥0.7 V, the OH,ads species which are reduced to OHaq, increase and charge transfer happens more easily. So the R2 values will be decreased. The C2 values also decrease because of more species adsorption (Fig. 10). Comparison of R values for GDEs shows that the Pt.Ru/C electrocatalyst has the lowest resistance in the whole range of applied dc potentials because of charge transferring occurring more easily and so ORR happens more rapidly at this electrocatalyst type. This behavior can be observed due to the synergistic effects of Pt and Ru catalyst species. The true capacitances of GDEs also show that the calculated of Pt.Ru/C and Ru/C electrocatalyst are higher than Pt.C ones. It is because the Ru species act as a protonic capacitor in the Pt.Ru/C and Ru/C GDEs. 3.5. Chronoamperometery The oxygen diffusion coefficients of GDEs were determined by chronoamperometry technique. Chronoamperograms were obtained by holding the potential of the electrodes at +1.2 V for 10 s and then holding it at +0.4 V relative to the Ag/AgCl electrode for 500 s with oxygen flowing along the electrolyte. With plotting i vs. t−1/2, the linear dependence relationship was obtained for different electrodes [42]: (16) Where I is the limited current, A the surface area of the electrode, D the diffusion coefficient, C the concentration of oxygen, n the number of electrons in the overall reaction of ORR, F the Faraday’s constant, t the time, and à ¯Ã‚ Ã‚ °Ãƒ ¯Ã¢â€š ¬Ã‚  is equal to 3.14. Fig. 11 shows the chronoamperograms of GDEs at +0.4V in relative to the Ag/AgCl in alkaline media. . Cottrell parameters are listed in Table 4, also. The results confirmed the higher Cottrell slope and D values for Pt.Ru/C electrode. So, the Pt.Ru/C cathode has more permeability and activity towards oxygen reduction reaction. Conclusion In this investigation, Pt/C, Ru/C and Pt.Ru/C bimetallic electrocatalysts were prepared by chemical reduction process. Then the resulted inks were coated on carbon paper and used as gas diffusion electrodes for oxygen reduction reaction in alkaline media. The surface structure of oxygen depolarized cathodes was studied by SEM and EDX analysis. The SEM results showed that all the cathodes consist of rough and porous structures. And Pt, Ru nanclusters were deposited quite uniformly onto/into Vulcan carbon supports with the average particle size of about 30-45 nm. The ORR activity of cathodes was evaluated in 0.1 M O2 saturated NaOH media. Comparison of cyclic voltamograms of Pt/C, Ru/C and Pt.Ru/C electrodes in O2 saturated solutions show that for Pt.Ru/C catalyst current increase induced by ORR is shifted towards more negative electrode potentials and only higher current values have been obtained within the ORR region. It can be concluded that the second metal addition has influenced the catalytic activity of electrocatalyst toward ORR. This matter can be related to synergistic effect, which is playing a critical role in ORR activity. The Pt.Ru/C cathodes showed lower Tafel slops and high current densities. An EIS study was carried out at different dc potentials in order to study the mechanism of ORR in O2 saturated alkalin e solutions on prepared GDEs. The Nyquist plots of GDEs under different polarization potentials show two different behaviors, suggesting different associative and dissociative electrochemical processes occurring on the electrode.

Timeline of Wars and Reasons for Wars :: History Essays

Timeline of wars/Reasons for Wars Trojan War c. 1200 BC lasted for approx. 9 years Greeks vs. people of Troy Trojan prince Paris abducted Helen, wife of Menelaus of Sparta. The Spartans refused to return Helen to Sparta so Menelaus persuaded his brother Agamemnon to lead an army against Troy. They fought for nine years but never were able to defeat he main city. The Greeks then built a large wooden horse in which warriors were hidden inside. The Greeks appeared to leave and the horse was left at the front gates of the city. The Trojans brought the horse inside the gates and the other Greeks returned at night. The people hidden inside the horse opened the gates for these Greeks and they destroyed Troy. This war could also have another motive as to who controlled trade through the Dardanelles. Punic Wars 264-146 BC Carthaginians vs. Romans The Carthaginians and Romans fought in three different wars over the course of 118 years. Romans fought the Carthaginians to ruin their hold on a chain of islands that would let them control the Western Mediterranean. The Romans wanted to have control. They then fought over land in Italy, particularly Sicily. In the third conflict, Carthaginians tried to save their city and land from being taken over completely by Romans. In these wars, they mainly fought over trade routes in the Mediterranean. Each wanted power and more territorial possession. Crusades (11th Century-13th Century) in the Holy Land The emperor of the Byzantine Emperor was upset with Turks encroaching on his empire. He went to the Pope Urban II and complained. He made up atrocities about the Turks. In 1096, The Pope Urban II promoted the Crusade to reclaim the Holy Land from the barbaric Turks. These crusades lasted till the 13th century. In the process, Jews were persecuted and lots of looting took place. Many countries took interest in the Crusades because they were ready for travel and adventure. They wanted to expand trade with the Middle and Far East and so the Crusades gave them a chance to open up trade routes with those countries. They used Christianity to justify the Crusades. In reality, they wanted to expand trade and gain more territorial land. Chinese History Often countries or leaders try to put too many restrictions on their subjects or territories and then the people rebel.

Tragic Character Flaws in The Strange Case of Dr. Jekyll and Mr. Hyde a

In the Strange Case of Dr. Jekyll and Mr. Hyde, the main character Dr. Henry Jekyll is a respectable doctor who experiments to separate his good and evil sides from each other. Dr. Jekyll eventually runs out of the contaminated potion and his evil side takes over. In The Monkey’s Paw the White family takes possession of a monkey’s paw that had a spell put on it granting three men three wishes. After not knowing what to wish for and the urging of his wife and son, Mr. White makes his wishes and realizes there are consequences for his choices. In The Demon Lover the character Mrs. Drover goes back to her old house in London to transfer items to her new home. She finds a mysterious letter and realizes she never knew her former fiancà © completely and is terrified for the day she would see his face. While she was on the way back to her current home, she gets abducted by a taxi driver who she recognizes as the soldier she said goodbye to twenty five years ago. In The Possib ility of Evil, the main character is an old lady who sends letters to clean her town of evil and eventually gets caught. The novel Dr. Jekyll and Mr. Hyde by Robert Louis Stevenson, the short stories The Monkey’s Paw written by W.W. Jacobs, The Demon Lover by Elizabeth Bowen, and The possibility of Evil by Shirley Jackson all have characters who experience a downfall because of a tragic flaw. In the novel, The Strange Case of Dr. Jekyll and Mr. Hyde, the well-known and well liked doctor in London does not want to ruin his respected reputation with the satisfying wrongdoings of his other side. Dr. Jekyll wanted his two identities to be separated so that â€Å"the just could walk steadfastly and securely on his upward path, doing the good things in which he found his pleas... ...use of her passion of keeping the world free of evil. In the world today there are many cases of people who do not get help when they might have PTSD until they have already hurt others. When any event causes the sufferer to remember the feelings associated with how they felt during the event that caused them to have post traumatic stress disorder, their rage could get hard to control if they do not get the help they need. In these characters and every human in real life, there is good and there is bad. Jekyll did not want to be caught being a criminal, the Whites’ tried to be sensible about their wishes but still took a wish they did not need, Mrs. Drover feared and worried too much, and Miss Strangeworth did not mind her own business. We as humans judge others, worry too much about not so important things, do bad sometimes, but we can also choose to do good.

The Adventures of Huck Finn: A Coming Of Age Novel Essay examples -- e

The Adventures of Huck Finn: A Coming Of Age Novel   Ã‚  Ã‚  Ã‚  Ã‚  The novel ‘The Adventures of Huck Finn’ by Mark Twain is a coming of age novel. Huck’s maturity grows throughout the story. He first starts to show emotions toward a runaway slave, and by the end of the novel, has grown up to the point where, when Jim, the slave, is captured, Huck decides not to play games but to take it serious and rescue him the safest and most logical way. He also decides it give up playing games after his friend is shot to ensure that he would get the medical attention that he needed   Ã‚  Ã‚  Ã‚  Ã‚  The first indication of Huck’s growing maturity was in Chapter 15. Huck and Jim are split because of a thick fog near Cairo, their destination. After many hours, Huck finally makes his way back to the raft. Jim is sleeping, and Huck, still in a childish state of mind, decides to play a joke on Jim by pretending that he was never lost. He pretends to wake up next to Jim, who is overjoyed to see him, and Huck convinces Jim that the whole episode was a dream. When Jim finally realizes that Huck is fooling him, he scolds him sharply for it:   Ã‚  Ã‚  Ã‚  Ã‚  Aamy heart wuz mos’ broke bekase you wuz los’, en I didn’ k’yer no’ mo’ what become er me en de raf’. En when I wake up en fine you back agin, all safe en soun’, de tears come, en I could a got down on my knees en kiss yo; foot. I’s so thankful. En all you wuz thinking’ ‘bout wuz how you could make a foo...

Care of the Malnourished Elderly Patient

Table of Contents Page numbers Abstract†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2 Chapter 1 / Introduction Origin of the Problem†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Significance or Importance of the Problem for Nursing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦6-8 Problem Statement†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8 Purpose of the Study†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦. 9 Hypothesis- Null and Research†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦.. 9 Definition of Terms.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9-10 Assumptions†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦. 10 Chapte r II/Review of Literature Review of Literature†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦11-16 Chapter III/Methodology and Research Design Research Design†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 17 Variables†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦17-18 Selection of Subjects and Research Setting†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦. †¦Ã¢â‚¬ ¦. 18-19 Data Collection Instruments †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦.. †¦Ã¢â‚¬ ¦ †¦. 19 Statistical Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦. †¦. †¦. 20 Data Collection Procedure †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦. 20 Limitations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 21 APPENDICESA. Request for Permission to Survey Participants†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦. †¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦. †¦. 22 B. Nutritional Assessme nt Survey†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦23-26 REFERENCES . †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦27-28 Chapter I. Introduction Origin of the Problem In our society, malnutrition and under-nutrition is a rising problem for the older adult population. Approximately 35%-85% of residents living in a long-term care facility, 60% of hospitalized older adults, and an estimate of 5%-10% of older adults living in community settings are malnourished (Maher and Eliadi, n. d. ).These statistics sadly show that hospitalized and long-term care patients are more likely to become under nourished compared to the elderly population in the community. According to the Joanna Briggs Institute (JBI, 2007), malnutrition ca n lead to serious or adverse health outcomes. Malnutrition has been linked to lengthy hospital stays with higher complications, morbidity, mortality, and frequent visits to their general practitioner (JBI, 2007). There are several risk factors (i. e. physical, psychosocial, social, and medical factors) that lead to malnutrition (Maher & Eliadi, n. . ). It is predicted that by 2030, the elderly population in the United States will double in size and exceed 70 million people. In light of these predictions, addressing the nutritional needs of the elderly will reach epic proportions and become a complex issue. Based on clinical observation, the signs and symptoms of malnutrition and under nutrition are often overlooked. Observing residents in a clinical setting at a local long- term health care facility precipitated our interest in this problem with malnutrition.The majority of elderly people living in care homes either have dementia, suffer from some form of physical disability, or hav e difficulty swallowing, which restricts them from adequately hydrating and nurturing themselves. With dementia, they usually do not remember how to eat or how to chew. With various physical disabilities, such as upper extremity contractures, their ability to feed themselves is often limited. In the event of swallowing difficulties, their food preference is often altered to prevent choking or aspiration.This often discourages them from eating due to the texture of the diet ordered. With the issues fore-stated, the residents often have to rely on the staff to assist them with meals. Caregivers often contribute to the problem of malnutrition because not enough time is devoted to assisting and supervising the residents to ensure they are eating properly. It is our job as caregivers to know the signs of malnutrition and risk factors that lead to malnutrition so that it can be detected and reported to the physician or dietitian early, before major problems occur.Various nutritional scree ning tools, assessment tools, studies, and research programs are available to help isolate and provide aggressive preventive treatment strategies for those at risk. The Nutritional Form for the Elderly (NUFFE), Malnutrition Screening Tool (MST), and the Malnutrition Universal Screening Tool (MUST) are instrumental in detecting and providing interventions to decrease morbidity and mortality. These various studies help support the fact that malnutrition is overlooked, unrecognized, and left untreated by nurses and healthcare professionals.Other studies find that even though malnutrition was identified, no interventions were put into place to treat this growing concern. Significance of the Problem for Nursing In a hospital based setting, there are several different groups and departments that deal with patient care. These departments and groups consist of nutritionists, doctors, social workers and other disciplines. However, the nurses are ultimately responsible for the entire care of the patient throughout their stay.Nurses realize that many elderly patients come into the hospital undernourished or malnourished related to their being on a fixed income, having reduced access to food, having poor knowledge of nutrition, or being dependent on others for food preparation. These elderly patients sometimes have chronic illness such as depression, cancer, diabetes, renal failure, and cardiovascular disease that leads to malnutrition or under- nutrition (Briggs 2007). Under-nutrition is a wide spread problem that usually results in the elderly staying in the hospital longer related to a delay in recovery, more complications, and higher mortality rate.That is why it is important for nurses to do a detailed assessment upon admission to prevent these issues or problems. It is the nurse’s responsibility to gather all the background information about a patient during the assessment period. This will help to diagnose the nutritional status from the beginning of the pat ient’s care. Some of the information that is collected during this time, such as the patient’s mental status, allows the nursing team to identify if the patient is oriented or has problems with dementia.According to Briggs’ 2007 article, dementia is a common cause of under nutrition, as are the adverse effects of medications, such as digoxin and some anti-depressants. Antihistamines, angiotensin-converting enzyme inhibitors, and lithium zinc deficiency can alter a patient’s taste and smell. For this reason, the nurse needs to collect a medication list that is current (Briggs 2007). During this process, nurses should ask questions that will reveal information about the patient’s medical history. This is done to identify possible diseases that have an effect on the patient’s nutritional status.Nurses should use all resources available to them after collecting data to assist with care of the patient. It is important for the nurse to know the po licies and procedures at the current hospital to consult specialists in order to improve patient care. This allows each department access to review the patient’s medical information and provide patient care as needed. Nurses are the primary caregivers for elderly patients in the hospital. When a malnourished patient is admitted nurses often develop plans of care to assist patients with improving their nutrition.Some of the ways that have been recommended are serving food at the appropriate temperature, providing food that is packed with nutrients, offering food that the patient enjoys eating, and giving oral supplements throughout the day to increase caloric intake. A good tip that nurses could use would be to always offer food or drinks when entering the patient’s room. From this research we know that poverty is one reason for malnutrition. When developing a plan of care for this patient the nurses can solicit the help of a social worker to help find resources to save money and provide food (Mayo Clinic, 2011).Malnutrition is a significant problem in nursing because it alters the type of care a nurse can provide. For instance, if a wound already exists, malnourished patients are at a higher risk for decreased wound healing. The nurse will then have to improve the nutritional status before proper wound healing can occur. The malnourished individual can become very weak and is thereby prone to falls. The impoverished elderly patient may not only be malnourished but have insufficient funds to purchase needed supplies, such as diabetic test strips and glucose monitoring systems.This could also lead to weakness and the development of further complications. Nurses need to ensure that daily weights and labs are obtained to track the progress of each patient. Malnutrition may seem secondary in nature, but it can grow into a monumental problem. Problem Statement Do registered nurses use evidence-based standards in the care of elderly hospitalized patient s who are undernourished? Purpose of Study The purpose of this study is to examine registered nurses usage of evidence-based standards in the care of undernourished elderly hospitalized patients.Hypothesis Research Hypothesis: Registered nurses use evidence-based standards in the care of undernourished elderly hospitalized patients. Null Hypothesis: Registered nurses do not use evidence-based standards in the care of undernourished elderly hospitalized patients. Definition of Terms For the purpose of this study, the following terms have been defined: 1. Undernourished- defined as an imbalance of nutrients caused by either an excess intake of nutrients or a nutritional deficit. (Maher & Eliadi, n. d. ) 2. Older Adults- Age 64 or older. Maher & Eliadi, n. d. ) 3. Associate Degree Registered Nurse- Registered nurses (RN’s) provide and coordinate patient care, educate patients and the public about various health conditions, and provide advice and emotional support to patients and their family members. Registered nurses must also become licensed by passing a national licensing examination. An associate degree is an academic degree awarded on satisfactory completion of a 2-year course of study, usually at a junior college. (Bureau of Labor Statistics, 2012) (Elsevier, 2009) 4.Evidence-Based Practice- the use of scientific evidence, integrated with clinical experience and incorporating patient values and preferences in the practice of professional nursing care. (Houser, 2012, p. 12) 5. Hospital Setting- a health care facility that provides inpatient beds, continuous nursing services, and an organized medical staff. (Elsevier, 2009) Assumptions 1. If caregivers feed elderly patients, then the proper amount of the meal will be consumed. 2. Registered nurses help to prevent malnutrition in elderly patients. 3. The adequate amount of protein consumed in an elderly patient’s diet prevents malnourishment. . Registered nurses provide help with dietary interven tions of the undernourished. 5. If the proper screening tools are performed on admission, the elderly patient’s weight will improve. Summary People in this nation are living longer. As recognized throughout this research, malnutrition in the elderly patient is at an extremely high level. It is not only the nursing home patients experiencing undernourishment but the hospitalized elderly patients also. Malnutrition is prevalent throughout the elderly community. Through using evidence based practice tandards, malnutrition tools, and education strategies this dilemma can be improved. CHAPTER II. Review of the Literature Undernourishment has long been a prevalent problem among the elderly, especially in an acute-care setting. It has been a long-standing challenge for health-care providers to determine the most effective process for identifying those that are undernourished, at-risk for undernourishment, as well as intervening promptly and appropriately. A review of literature was done to examine registered nurses usage of evidence-based standards in the care of undernourished elderly hospitalized patients.Much of the literature supports the use of nutritional screenings to identify undernourished patients and reduce the number of those patients in the hospital setting. Undernourishment is often referred to as malnutrition. The effects of malnutrition, which is the inadequate consumption of essential nutrients, are very devastating to the health of an individual. As well-known among healthcare providers, inadequate nutrition can prolong wound healing, suppress the immune system, lead to increased length-of-stay, and increase the risk of mortality from comorbidities.The article entitled, â€Å"How well do nurses recognize malnutrition in elderly patients,† describes how well nurses are able to recognize the problem of undernourished patients and if care is being provided to these patients. There are numerous methods that can be used in determining if a patient is malnourished. In this study Mini Nutritional Assessment (MNA), Body Mass Index (BMI), and a detailed questionnaire was used. The MNA is a simple, reliable, and well-validated tool used to determine a patient’s nutritional status.MNA gives a maximum of 30 points. A score of less than 17 indicates the patient is undernourished, while a MNA of 17-23. 5 shows a patient is at risk for malnutrition. BMI is another tool used in determining the status of a patient’s nutritional state. In this study a BMI of less than 20 is considered to be high risk for malnutrition. A questionnaire was given to nurses to determine daily routines related to nutritional care such as amount of food consumed at each meal, snacks between meals, and any oral nutritional supplements given.The study examined elderly patients in a long-term care unit in Helsinki City hospitals in Finland to determine if nurses are able to recognize undernourished patients and if adequate care was provided ( Suominen, Sandelin, Soini, & Pitkala, 2009). The above study included 1,043 elderly hospitalized patients for a two-week period. The nurses measured the BMI of patients as well as their MNA, but the nurses were not aware of the values to determine an undernourished state. In addition, the nurses were asked if they believed the patients were malnourished by simply marking yes or no.The nurses that performed the study participated in a 3-hour course to learn how to organize the study, assess the patients, and to complete the questionnaire (Suominen et al,. 2009). The results of the study, â€Å"How well do nurses recognize malnutrition in elderly patients,† revealed that malnutrition is not recognized by nurses and therefore results in the inability to provide evidence-based care to the patients. The results showed that 56. 7% were malnourished with an MNA

Career Satisfaction

Human beings possess the unique psychological ability to self-reflect. Few human experiences and behaviors define the self and allow us to characterize ourselves within the social world more than work and career. Career choice affects socioeconomic status, friends, political values, residence location, childcare, Job stress, and many other aspects of life. And while income is important in both career selection and career longevity, so are achievement, recognition, satisfaction, security, and challenge. A person has a choice in calling work a Job or a career.This decision usually accounts for factors such as time and interest the person puts into the work. In most cases, the work will be considered a Job when the person has Just begun working, or the person has no interest in the work and only works for the pay. Generally, the term career will be used when a person expresses interest and seeks out a specific type of work, or has spent a considerable amount of time working in that area . A Job may be Just something a person does to pay bills, where as a career is something a person chooses, prepares for, and incorporates into life and self- concept.I work as a mechanical engineer in the United States Navy. I showed interest in this line of work, sought it out, and have been working in the same area for thirteen years. By definition, my work is a career; therefore, I have been calling It as such. I plan to continue working in my career choice, advancing within the Navy's ranks and ultimately retiring. After the Navy, I Intend to start another career In the civilian sector. I haven't chosen whether I will continue In the engineering field or pursue something completely different.A lot can change In the years to come before tiring from the Navy, so I am keeping my options open by bettering my r ©sum © every chance I get. I chose this career for three reasons: service, stability, and structure. When I Joined the Navy, I wanted to serve my country. I felt honor In being a part of something bigger than myself. Serving In the military Is satisfying enough for me; however, I have a wife and kids. My choice to continue to serve In the Navy Is based on how my career affects my family. I place high Importance on stability and structure.The Navy can be a very stable career If a person possesses the right abilities and wants It to be. From the beginning of my enlistment, I wanted to make a career In the Navy and have worked to the best of my ablest. Because of this, I believe my career Is very stable and I have since served thirteen years. The structure within the Navy Is well defined. Promotion guldens are made available and clear, so I know exactly what I should do In order to get advanced. Being a part of something for the greater good, having stability, and structure provide for an overall career satisfaction.Work Is obviously a necessity In order to support a family. If I have to work, I may as well enjoy what I do. I have luckily been able to c ontinue a career In the area I take pleasure and excel In. My personality traits fit the work that I do, and I have Identified the traits I would Like to Improve on In order to continually develop my career. I am satisfied with what I have chosen. I am looking forward to the changes that will soon come as I progress In work and life. Career Satisfaction By red rocketed concept. I work as a mechanical engineer in the United States Navy.I showed thirteen years. By definition, my work is a career; therefore, I have been calling it as such. I plan to continue working in my career choice, advancing within the Navy's ranks and ultimately retiring. After the Navy, I intend to start another career in the civilian sector. I haven't chosen whether I will continue in the engineering field or pursue something completely different. A lot can change in the years to come before retiring from the Navy, so I am keeping my options open by bettering my r ©sum © structure. When I Joined the Navy, I wanted to serve my country.I felt honor in being part of something bigger than myself. Serving in the military is satisfying enough for me; however, I have a wife and kids. My choice to continue to serve in the Navy is based on how my career affects my family. I place high importance on stability and structure. The Navy can be a very stable career if a person possesses the right abilities and wants it to be. From the beginning of my enlistment, I wanted to make a career in the Navy and have worked to the best of my abilities. Because of this, I believe my career is very stable and I have since served thirteen years.The structure within the Navy is well defined. Promotion guidelines are made available and clear, so I know exactly what I should do in order to get advanced. Being a part of something for the greater good, having stability, and structure provide for an overall career satisfaction. Work is obviously a necessity in order to support a family. If I career in the area I take pleasure and excel in. My personality traits fit the work that I do, and I have identified the traits I would like to improve on in order to continually the changes that will soon come as I progress in work and life.

Bottom of the Pyramid

The quest for the fortune at the bottom of the pyramid: potential and challenges Dennis A. Pitta The University of Baltimore, Baltimore, Maryland, USA, and Rodrigo Guesalaga and Pablo Marshall ? Ponti? cia Universidad Catolica de Chile, Santiago, Chile Abstract Purpose – The purpose of this article is to examine the bottom of the pyramid (BOP) proposition, where private companies can both be pro? table and help alleviate poverty by attending low-income consumers. Design/methodology/approach – The literature on BOP was reviewed and some key elements of the BOP approach were proposed and examined.Findings – There is no agreement in the literature about the potential bene? ts of the BOP approach for both private companies and low-income consumers. However, further research on characterizing the BOP segment and ? nding the appropriate business model for attending the BOP can provide some answers to this issue. Practical implications – The article provides some guidelines to managers as to how they need to adapt their marketing strategies to sell to the BOP market, and what type of partnerships they need to build in order to succeed.Originality/value – The article presents a thorough analysis of the key elements involved in the BOP initiative: companies’ motivations, characterization of the BOP consumers, and the business model to attend the BOP. Keywords Private sector organizations, Emerging markets, Consumers, Poverty, Disadvantaged groups Paper type Research paper underpin the concept, and refutes its basic premises. Instead of a market of untapped potential, this literature stream sees a ? nancial desert that BOP principles may harm more than help. The BOP may be a less a source of signi? cant pro? ts than a source of serious losses.Karnani’s analysis posits that the poor may want the same products as the rich do but by virtue of being poor, they cannot afford them. The poor spend most of their income on food, cl othing, and fuel. For the poor, the mathematics are clear: buying a branded product reduces the funds they must devote to survival. In contrast, Karnani suggests that raising income will alleviate their poverty, provide cost effective products to other consumers, and allow the formerly poor to consume more. Raising their incomes may require that they become producers with stable jobs and wages. Both viewpoints concentrate on the poor but draw different onclusions about how to alleviate their poverty. The two positions also differ in the nature and proper role of industry and government. In light of the differences, the argument would bene? t from empirical data that tests the underlying premises of each viewpoint. Verifying the premises would allow further logical analysis of implications and applications of the concept. In fact, the need for clari? cation is recognized. In the next section, the authors provide some foundations for the most traditional and still dominant approach to market, i. e. the focus on the â€Å"top of the pyramid† (TOP).The rest of the article focuses on the â€Å"bottom of the pyramid† (BOP); it explores Prahalad’s proposition and the opposing viewpoint, reviews key aspects of the BOP initiative – companies’ motivation; the BOP business model; the role of micro? nance; and the key participants – and proposes some implications and challenges for marketing theory and practice, and ? nally some implications for marketers. An executive summary for managers and executive readers can be found at the end of this issue. Introduction The bottom of the pyramid (BOP) approach to earning corporate pro? ts has gained considerable attention in the arketing literature. It has awakened managers to the potential of serving an unserved market and alleviating the level of global poverty while still earning a pro? t. However, the BOP proposition, while clear, appealing, and enlightening has not been accepted in a n unquali? ed manner. One branch of the BOP literature puts forth the elements of the BOP proposition and supports its ? ndings with numerous case studies (Prahalad, 2004). Those studies portray the poor as motivated by similar desires as the rich. They want quality products and any company that can supply those products at he right price will gain their business. Some of the case studies show the strategies for reducing the effective price of products through packaging and developing lower cost sizes. Prahalad and others describe the untapped potential of the BOP, and list strategies that companies may use to tap that potential. An opposing branch of the literature (Karnani, 2007a; Martinez and Carbonell, 2007) analyzes the nature of the BOP market, the applicability of the case studies that The current issue and full text archive of this journal is available at www. emeraldinsight. com/0736-3761. htm Journal of Consumer Marketing 5/7 (2008) 393– 401 q Emerald Group Publishi ng Limited [ISSN 0736-3761] [DOI 10. 1108/07363760810915608] 393 The quest for the fortune at the bottom of the pyramid Journal of Consumer Marketing Dennis A. Pitta, Rodrigo Guesalaga and Pablo Marshall Volume 25  · Number 7  · 2008  · 393 –401 The â€Å"top of the pyramid† customers, and labeled them as Platinum or Gold. In contrast, those with lower to very low LCV’s earn the value labels, Iron and Lead. They point out that a single Gold or Platinum customer may have a Lifetime Customer Value, many times higher than that of someone in the Iron or Lead tier. Speci? ally, one Platinum customer may be worth more than â€Å"tons† of those labeled as Lead. Conceptually, identifying value and potential pro? t deriving from the top of the pyramid is straightforward and represents traditional organization goals. Companies can use standard market segmentation and product differentiation to satisfy these tiers. Dealing with these customers requires profess ionalism, but the normal market research processes, product development, channels of distribution, promotion, and credit functions should result in success. Thus, Zeithaml and her coauthors showed companies how to use their tried and trusted arketing approaches to maximize effectiveness and pro? tability. The key is to serve those customers most likely to generate pro? ts instead of losses. The justi? cation is clear: companies have limited resources and should concentrate their efforts where the returns will be the highest. They demonstrated the value at the top of the pyramid (TOP) and shared strategies for serving those customers while discouraging or even â€Å"? ring† the lower, money-losing tiers. For pro? t seeking companies, the customer pyramid approach is appropriate and allows them the best chances to survive in typically competitive markets.Not surprisingly, the â€Å"top of the pyramid† (TOP) approach is at the heart of Western business practice. Tradition ally, businesses require a set of four conditions to operate successfully in a market segment. The segment must be identi? able, measurable, substantial, and accessible. In Western economies, business and communication infrastructures are developed suf? ciently to meet all of the criteria for most segments. Arguably, while all four conditions are important, the substantial and accessible elements are the more important. For a pro? t-making ? rm, the segment must be large enough to generate pro? s. If that condition is satis? ed, it is critical that consumers in the segment be reachable by communications media to receive promotional messages. In addition, they must be physically accessible to distribution alternatives. From a pro? t perspective, companies concentrate on those areas in which they can be effective, namely segments that meet all four requirements. Serving the TOP inevitably means a focus on pro? ts instead of revenues, and pro? ts are central to Western business. In pra ctice, over time, numerous Western companies have ceded market share or entire markets to others when the pro? ts eclined. One prime example is the computer memory chip market. Memory chips were once produced exclusively in the US and Europe. As Asian competitors entered the market, they cut prices at the expense of pro? ts. Their goal was to make chips; the US ? rms wanted to make pro? ts. Consequently, US ? rms abandoned the marketplace and searched for targets that were more pro? table. European and US companies still make chips. Their dominance of the microprocessor markets is the result of the strategic quest for pro? tability. However, European or US players do not dominate the huge market for memory chips.To be accurate, the US companies’ actions are not driven solely by the desire to earn pro? ts. Their organization, corporate culture, and internal processes require economies of scale, which demand exploiting the richest target markets. In many cases, successful compa nies have evolved into ef? cient machines whose foundation is high structural cost. Thus targeting the most lucrative segments is vital for continued success. Pro? t, in its simplest form, is the surplus of revenue over costs. If companies can drive costs low enough, it is conceivable that prices might be low enough for the poor to fford and high enough to generate a pro? t. However, earning a pro? t with such customers today takes enormous effort. More important, companies that exist today may be unable to drive costs low enough to succeed. In fact, costs are only one part of the equation. The underlying problem is that companies are ill equipped to serve the poorest customers. They don’t really know what the poor want and don’t know what bene? ts they seek in products and services. In addition, companies may not know what mix of product bene? ts, price, quality, promotion, and distribution works best for this segment.However, the focus on pro? ts has led to success. Recognizing the importance of pro? ts, Zeithaml and her colleagues have worked on the customer pyramid concept (Zeithaml et al. , 2001). Without using the term, they focused explicitly on the â€Å"top of the pyramid,† those consumers with the highest lifetime customer value (LCV). By dividing the customer pyramid into four sections called customer pro? tability tiers, they identi? ed the â€Å"best,† most pro? table The â€Å"bottom of the pyramid† approach Prahalad’s proposition In the book The Fortune at the Bottom of the Pyramid: Eradicating Poverty through Pro? ts, C.K. Prahalad (2004), provided that initial conceptualization that had been missing in marketing thought. His book succeeded in planting the perception that consumers with low levels of income could be pro? table customers. He painted a picture of the double bottom line: social goals combined with the business objective, pro? t (Harjula, 2005). Coincidently, he appealed to the best motives among those at the top of the pyramid. By citing examples of successful attempts to empower the poor and share in global wealth, he kindled the imagination of those who want the world to be a better place. This is an ppealing proposition: â€Å"low-income markets present a prodigious opportunity for the world’s wealthiest companies – to seek their fortunes and bring prosperity to the aspiring poor† (Prahalad and Hart, 2002). Prahalad’s proposition is an invitation to company executives, politicians, managers of non-pro? t organizations, and ordinary citizens, to view poverty as something that might be alleviated rather than inevitable. He presents a wellreasoned conceptual view – supported with case study data – of how companies might mine pro? ts from the lowest economic strata (Hart, 2005; Prahalad, 2004). Much of the reatment centers on the nature and scope of pro? ts and the collective wealth of consumers at the bottom of the pyramid (B OP). The main thesis of Prahalad’s work rests on the idea that the potential growth for many multinational (MNC) and medium sized companies does not rest on the small highincome market in the developing world. Instead, its source is the mass low-income people that are joining the market for the ? rst time. This idea goes against the following 394 The quest for the fortune at the bottom of the pyramid Journal of Consumer Marketing Dennis A. Pitta, Rodrigo Guesalaga and Pablo MarshallVolume 25  · Number 7  · 2008  · 393 –401 assumptions, which, according to Prahalad, most MNC’s make: it is not pro? table for them to attend the BOP due to their high cost structure; the low-income segment cannot afford the products and services they sell; and only developed markets value innovation and will pay for new technology. These arguments imply that governments and nongovernmental organizations (NGO’s) should take care of the low-income segment. According to Pra halad, marketers who believe that the BOP is a valuable unserved market also believe that even the poor can be good customers.Despite their low level of income, they are discerning consumers who want value and are well aware of the value brands favored by more af? uent consumers. This school of thought recognizes the obstacle that low income creates. It postulates that if companies take the correct steps and devote suf? cient resources to satisfying the needs of the BOP, they can overcome barriers to consumption. This view rests on Prahalad’s calculations of the immense size of the global BOP, in his view, a $1. 3 trillion dollar market. Prahalad recognizes that serving the low-income sector requires a commercial strategy in response to the needs of hose people; to succeed, other players have to get involved – mainly local and central government, ? nancial institutions, and NGOs. He proposes four key elements to thrive in the low-income market: 1 creating buying power; 2 shaping aspirations through product innovation and consumer education; 3 improving access through better distribution and communication systems; and 4 tailoring local solutions. opportunities and poverty eradication through pro? ts may set unrealistic expectations for business executives (McFalls, 2007). Second, the traditional timelines for achieving social goods versus pro? s differ (Harjula, 2005). Businesses may use a ? ve-year horizon as their benchmark for returns. In contrast, social goals like reducing smoking and other unhealthy lifestyle behaviors may take generations. Thus, rather than viewing the poor primarily as consumers, this group suggest a focus on this segment as producers, i. e. potential entrepreneurs that can improve their economic situation by increasing their income level. Companies must be willing to invest time, resources and training to insure that the producers create products with some barriers to entry and a reasonable level of productivity.They need to do so to avoid the trap of producing commodities that are easy to duplicate and, thereby, keep the poor, poor. Otherwise, alleviating poverty becomes very unlikely. Reconciling the two opposing viewpoints It is clear from the previous discussion that ? ndings in the literature about the nature, scope, and value of the BOP proposition are mixed. More research is needed on this topic to gain an accurate view of the presence and extent of opportunities at the bottom of the pyramid. The following sections examine some key elements of the BOP initiative that have been, acknowledged in the literature; speci? ally, the ? rms’ motivations to attend the BOP market, the characterization of the BOP consumers, and the BOP business model. The latter element focuses on three major issues: the role of micro? nance, the importance of establishing alliances among different actors (e. g. for-pro? t ? rms, NGOs, governments), and how for-pro? t companies need to adapt their marketing mix to attend the BOP pro? tably. The opposing viewpoint The second literature thread emerged years later in the discussion and represents a thoughtful attempt to verify the bottom of the pyramid (BOP) concept.It questions the ease with which companies may tap the BOP and whether pro? ts exist there at all (Karnani, 2007a). First, this group dismisses the published calculations about the size of the BOP and its wealth. They describe the economic size of the BOP as considerably smaller than Prahalad’s estimate and cite the inherent subsistence problem: the poor spend 80 percent of their income on food, clothing, and fuel. There is hardly anything left to spend after that (Karnani, 2007b). Second, they argue that it is very unlikely that companies will be able to attend the BOP market pro? tably.In fact, the costs of serving this segment can be very high. BOP customers are usually much dispersed geographically; they are very heterogeneous, which reduces the opportunities for obtainin g signi? cant economies of scale; and their individual transactions usually represent a low amount of money. In addition, consumers at the BOP are very price sensitive, which, again, makes pro? tability a dif? cult goal to achieve. Those factors show that the ideal that both pro? ts and social good can result from serving the BOP is questionable. First, each goal has different motivations, demands, and echanisms to satisfy and they can be contradictory. The differences between business realities and development imperatives are not easy to reconcile. Some recent case study work suggests that the early language around the inclusive capitalism idea that emphasizes unlimited business Firms’ motivation to attend the BOP market A comprehensive examination of the BOP approach requires ?rst an understanding of why for-pro? t companies engage in such an initiative. The literature suggests two main motivations that companies have to attend the BOP market: 1 they can convert this segmen t’s purchasing power into ro? ts; and 2 they can bring prosperity to the poor, and thus alleviate poverty. ? For example, in the 1970s, Nestle was able to contribute to social progress while developing a competitive advantage and making pro? ts in Moga, a district in India. With the purpose ? of establishing local and diverse sources of milk, Nestle built many refrigerated diaries and then sent its trucks to collect product while providing ? nancing, nutritional supplements, and assistance and training to the farmers. With this action, ? Nestle increased its milk production and the suppliers’ roductivity, improved the quality of the product and ? processes, and increased the penetration of other Nestle products in the region. In turn, farmers raised their standard ? of living; Nestle was able to pay higher prices, and farmers were then able to obtain credit. A second case illustrates how a focus on the BOP can be an important strategic goal, with two dimensions: pro? t ability and corporate social responsibility. Masisa is a leading company in the production and trade of wood boards for furniture and interior architecture in Latin America. It has 395The quest for the fortune at the bottom of the pyramid Journal of Consumer Marketing Dennis A. Pitta, Rodrigo Guesalaga and Pablo Marshall Volume 25  · Number 7  · 2008  · 393 –401 established the goal of generating 15 percent of the revenues from inclusive businesses, i. e. the bottom of the pyramid, before 2012. Under their de? nition, inclusive businesses must be pro? table, and socially/environmentally responsible. They expect to help improve the standard of living for low-income people by facilitating their participation in the value chain as suppliers, distributors, or other element of the hannel, and by providing them with access to products and services that can help them improve their socio-economic condition. cooperatively owned items like a television, a telephone, an electric g enerator, medical services, or even something to help make products for sale. Managing that sum for the common good presents a major dilemma: community welfare versus individual choice. People in the BOP would need a high sense of community involvement and consumer education to make responsible choices. A non-pro? t community action organization or a socially conscious business would be very helpful in marshalling cooperation.However, too many of the poor make poor choices like spending money on tobacco instead of food for their children. Even if this optimistic level of potential purchasing power exists, harnessing it for pro? t will be extremely dif? cult. One further concern questions this premise. Traditionally, serving the poor was the role of charities, not for pro? t, and other non-governmental organizations. Much of the excitement that the BOP proposition has generated stems from the inclusion of pro? t making companies in the process. The thought is that pro? t will be a po werful goad toward achieving success.Pro? t is clearly an incentive but beyond the cases cited in Prahalad’s work, there is little proof that companies can make the shift. More empirical data would aid the process of developing purchasing power. Purchasing power and pro? tability Karnani (2007a) notes that BOP concept rests on a fuzzy de? nition of the target market. It is dif? cult to ? nd an article in the BOP literature that does not cite the now popular ?gure: four billion. Four billion originally referred to those people who primarily live in developing countries and whose annual per capital income is under US$1,500 per annum.Some of the literature takes as an article of faith that the BOP exists and earns that level of income. The perception is that individually the consumers are poor but together they represent massive purchasing power. However, authors de? ne the BOP income level using several standards, which obscures its true nature. For example, Hammond et al. (200 7) consider the bottom of the pyramid as composed of people with per capita incomes below $3,000 in local purchasing power. Prahalad (2004) states that there are more than four billion people with per capita income below $2 per day at purchasing power parity (PPP) rates ($750 per year).This is a signi? cant reduction in previous estimates: four billion people with per capita income below $1,500 per year ($4 per day) (Prahalad and Hart, 2002), or four billion people with per capita income below $2,000 per year ($6 per day) (Prahalad and Hammond, 2002). Other contemporary sources like the World Bank estimated the number at 2. 7 billion, in 2001. However, other researchers characterize the World Bank projection as an overestimation, with some experts estimating the poor at 600 million (The Economist, 2004). The differences range from four billion to 600 million, a large enough gap to cause oncern. The three reported income levels range from $2-6 per day. The $2 per day criterion is con sistent with previous literature in development economics. It is important to understand that how to alleviate poverty depends on the de? nition of poverty. Using the $2 per day ? gure presents different challenges than the higher levels: people who earn less than $2 per day have very different needs and priorities than people who earn $4-6 per day. Adopting the higher poverty line obscures these differences (Karnani, 2007b) and overestimates the potential at the BOP.In principle, it is clear that collectively the mass of poor customers do hold wealth. However, an additional problem is that they do not hold it in the right concentrations. If one considers a hypothetical example, the nature of the wealth at the BOP may become a bit clearer. If a village of 1,000 adults earns an average of US$750 per year (the $2 per day ? gure), the gross earnings of the village are signi? cant. However, the question becomes how much remains after satisfying the necessities. Even if an impressive 10 percent of income remains per household, that translates into $0. 0 per day. It is dif? cult to perceive how such small sums might generate pro? ts. Collectively, the village may have $200 per day in â€Å"disposable income. † That might translate into community- Poverty alleviation and prosperity to the poor From a social responsibility perspective, there are distinct differences between a market-based approach to poverty reduction and approaches that are more traditional. Traditional approaches often focus on the very poor, proceeding from the assumption that they are unable to help themselves and thus need charity or public assistance.In contrast, a market-based approach starts from the recognition that being poor does not eliminate commerce and market processes: virtually all poor households trade cash or labor to meet a signi? cant part of their basic needs. The latter approach is the one for-pro? t companies have embraced to pursue the BOP initiative. The argument regar ding poverty is that the poor face undeveloped distribution outlets and must pay monopoly prices for the goods they desire. In addition, they are unable to afford the standard quantities and qualities of products offered to richer consumers. This is consistent withHammond et al. (2007), who describe people at the BOP as having signi? cant unmet needs, and being dependent on informal or subsistence livelihoods. They are vulnerable, poorly integrated to the formal economy, and impacted by a BOP penalty under which they pay higher prices for basic goods and services than wealthier consumers. Successful attempts to bring quality products to the poor at affordable prices would overcome the high price of poor distribution (Martinez and Carbonell, 2007). In that sense, it would increase their purchasing power by bringing previously unaffordable goods within their budgets.However, the $2 per day income limit is a signi? cant obstacle and may make this goal impossible to attain. There is som e hope in alleviating poverty but it is more in line with Karnani’s vision of the poor as producers who are able to boost their income suf? ciently to rise above the bottom of the BOP. The very recent example of ITC Limited outlined the distribution based economic problems faced by poor farmers in India. There are many factors that affect the ? ow of goods and services in and out of rural areas, and thus reduce the rural population’s income and quality of life 96 The quest for the fortune at the bottom of the pyramid Journal of Consumer Marketing Dennis A. Pitta, Rodrigo Guesalaga and Pablo Marshall Volume 25  · Number 7  · 2008  · 393 –401 (Vachani and Smith, 2008). While the major source of problems was the poor transportation infrastructure, other factors operate to keep disadvantaged groups like poor Indian farmers in poverty. Buyers bully them into accepting â€Å"buyers’ prices. † Moreover, farmers are ignorant of their rights and the m arket value of their crops. In addition, they pay monopoly prices for the items they need.These factors act to keep them at a disadvantage and unable to earn the proper income from their efforts. By addressing farmers’ lack of information about the current value of their crops, the best seed to use for high yields, proper farming practice, and alternative outlets for their crops, ITC increased their welfare. To accomplish this, ITC set up a parallel distribution system, which led to increases in farmers’ income and consumption. The effort started at the grassroots with ITC hiring agents already in the ? eld and rewarding them for improvements in farmer welfare and consumption.The company placed computers with satellite based internet connections in each village and taught farmers to use them to assess current crop pricing. ITC guaranteed to match or exceed the prices offered by others. In addition, ITC provided products farmers needed like seed at a discount from the e xisting retailers. There was signi? cant â€Å"missionary† education aimed at allaying the farmer’s fears of exploitation. After a few farmers tried the system, more of them signed on. The result was increased income, higher satisfaction, more independence, and lower cost to purchase supplies.The example is encouraging and demonstrates the commitment and stamina organizations need to operate at the BOP. ITC set up a private distribution network that was more closely associated with a cooperative than the typical channel. Farmers and grassroots agents who knew their needs very well cooperated to operate the channel and share in its economic bene? ts. In essence, ITC adopted Karnani’s model of buying from BOP producers to raise their level of income developing them into pro? table customers. Can companies really generate pro? ts and alleviate poverty at the BOP? This example seems to show that they can.It also shows the extent to which companies will have to re-en gineer their approaches and operations to succeed. There is some data on the changes in the size of the BOP that aid in forecasting the future. Chen and Ravallion (2007) report a decline in the proportion of people living under the poverty line in the developing world over the period 19812004. That represents a reduction of about 0. 8 percent points per year over the period. Separate from the numbers, the question remains, â€Å"Who are BOP customers? † Current demographic labels such as â€Å"blue-collar’ or working-class,† fail to capture the extreme level of poverty.As marketers gain more experience with the BOP, it is possible that other useful differentiations may emerge based on speci? c variables, such as behavioral or psychographic. The global distribution of BOP customers adds another factor to consider: culture. The cultures of Latin America, Asia, and Africa differ widely. It is logical that differences in culture will affect future attempts to unders tand the needs of the BOP segments. In general, D’Andrea et al. (2004) ? nd that consumers at the BOP spend a higher portion of their income on consumer goods (50 to 75 percent), as compared to wealthier segments (around 35 percent).These authors also ? nd that, due to their limited and unstable cash ? ow, lowincome consumers tend to shop daily and spend small amounts of money each time. Then too, they are reluctant to buy in places that are located far away from their homes. The ? ndings show that â€Å"stay at home† mothers make most of the purchases and family spending decisions; by doing this, they ful? ll roles as wife, mother, and household manager. Companies currently devote resources to listening to the voice of the customer and are con? dent in their efforts with currently serviced segments. A change of focus to the BOP ill require new techniques, and freedom from â€Å"accepted knowledge. † The BOP is so radically different that companies will have to ignore what they know as â€Å"truths† that may not apply anymore. Faulty new product development eradicates the potential for pro? t and unfamiliar product development (NPD) territory increases the risks of failure. Firms can increase their NPD success rates by integrating consumers into the process as boundary spanning team members instead of mere respondents to surveys. Thus, product development will bene? t from the input of customers at the lowest levels of income (Pitta and Franzak, 1997).However, that initiative will be supremely different from current successes. A good example of how companies, NGOs, governments, and other institutions can collaborate in this aspect is the formation of BOP learning laboratories (McFalls, 2007). The laboratories were designed to investigate the complex factors that interact at the BOP as well as opportunities for both sustainable and human development. More initiatives like this one are needed, as well as research on the characteristic s of the BOP consumers. Characterization of BOP consumers A fundamental requirement to attend the BOP market uccessfully is to know deeply the characteristics of the people in this segment. Some academic studies and reports from NGOs have contributed re? ning the understanding of the BOP: how many they are, where they are located, what their income level is, and what some of their characteristics in terms of needs and habits are. According to Hammond et al. (2007), the BOP is concentrated in four regional areas: Africa, Asia, Eastern Europe and Latin America and the Caribbean. 12. 3 percent of the BOP lives in Africa, 72. 2 percent in Asia, 6. 4 percent in Eastern Europe and the remaining 9. 1 percent lives in LatinAmerica and the Caribbean. Rural areas dominate most BOP markets in Africa and Asia while urban areas dominate most in Eastern Europe and Latin America and the Caribbean. Estimates of the size of the BOP in US dollars or buying power approximate $1. 3 trillion. The Asia m arket has a buying power of $742 billion, Latin America market is $229 billion, the Eastern Europe market $135 billion and Africa $120. The BOP business model In spite of the opposing viewpoints in the literature regarding the extent to which there is a business opportunity at the BOP, there is agreement that serving the low-income sector ro? tably requires a different business model (Chesbrough et al. , 2006; Prahalad and Hart, 2002). Prahalad and Hart (2002) state â€Å"doing business with the world’s four billion poorest people – two thirds of the world’s population – will require radical innovations in technology and business models†. Moreover, the market at the BOP requires a 397 The quest for the fortune at the bottom of the pyramid Journal of Consumer Marketing Dennis A. Pitta, Rodrigo Guesalaga and Pablo Marshall Volume 25  · Number 7  · 2008  · 393 –401 combination of low cost, good quality, sustainability, and pro? ability (P rahalad and Hart, 2002). As a result, for-pro? t ? rms need to understand how the BOP segment differs from upper tiers, and adapt the marketing approach to meet the characteristics of consumers at the bottom. Prahalad’s concentration on the bottom of the pyramid requires a sea change in a company’s approach to business. Attempts to reap pro? ts from the BOP using current marketing techniques will fail. Failure will result because the products are too expensive or complicated, are not available in small enough quantities or sizes, or are simply not what the poor want. The BOP is not low hanging fruit.It is a market with potential, and achieving that potential will require costly effort and innovative strategies (Seelos and Mair, 2007). Even with a completely new management approach, evidence suggests that pro? ts at the bottom of the pyramid may be elusive (Karnani, 2007a). The literature suggest that the three most critical aspects in developing a new business model to serve the BOP are the access to credit, the establishment of alliances, and the adaptation of the marketing mix. The following subsections address these issues. still in its early stage in countries like Brazil, Mexico, and Argentina.Most of the banks that have participated in micro? nance are large commercial banks in search of new and attractive markets. The main reasons for commercial banks to attend the BOP have been: . the strong competition among large banks; . the evidence by NGOs supporting the BOP initiative; . the social responsibility dimension; . the opportunity to diversify their business operation; and . the possibility of working together with other institutions, like NGOs and governments. According to Westley (2007), by the end of 2005, there were 30 commercial banks in Latin America oriented to the microentrepreneurs.The establishment of alliances There is recognition that serving the BOP requires the involvement of multiple players, including private companies, go vernments, nongovernmental organizations (NGOs), ?nancial institutions, and other organizations – e. g. communities – (Prahalad and Hart, 2002). By infusing the pro? t motive into value creation, the hope is that private companies will take the leading role in serving the BOP and, thus, the purpose of alleviating poverty will more likely succeed. Prahalad and Hart (2002) suggest that, among private companies, multinational corporations (MNC) with extensive ? ancial resources are in the best position to lead the process of selling to the poor. However, MNC’s have built-in weaknesses that limit their potential for success with these consumers. They are simply too large, too rigid and too far from the customer to be effective. Instead of the top down approach that MNC’s represent (McFalls, 2007; Harjula, 2005), a bottom up process is necessary (Karnani, 2007a). Changing perspectives from top down to bottom up is so complicated that if MNC’s are to be involved, they may have to create ? exible subsidiaries free from the corporate structure, processes, culture, and assumptions.ITC has succeeded using that model and has done so at the grassroots level. Therefore, more research is needed to ? nd out under which circumstances MNC’s or other types of private company should lead the BOP initiative. This line of reasoning is consistent with D’Andrea et al. (2004) who, in the context of retailing in Latin America, suggest that smallscale independent supermarkets and traditional stores are more likely to reach emerging consumers than MNC’s. Likewise, NGOs have been critical in the development of the business model infrastructure in several successful cases of for-pro? t ? rms serving the BOP.For-pro? ts have created sustainability for the technology used (Chesbrough et al. , 2006); NGO’s, understand people’s needs. In addition, NGO’s are closer to people at the BOP, and are better prepared to educ ate them. For example, in Uganda, Africa, the NGO Infectious Disease Institute in Kampala collaborated with P? zer by educating people about the causes of AIDS, and how to prevent and combat it. This facilitated P? zer’s initiative to provide these people access to drugs that combat HIV/AIDS (Chesbrough et al. , 2006). Lastly, the public sector has an important role in developing the BOP proposition.The focus is changing from traditional governmental assistance delivery, to different ways of creating a sustainable environment for aiding the BOP. For example, Micro? nance Microloans are well known and originally seemed like the answer to self-suf? ciency. The concept that a poor consumer could gain a small loan and become a producer contributing to family income and independence is tantalizing. There is evidence that microloans have succeeded in aiding the bottom of the pyramid. There is also evidence that many of the would-be entrepreneurs failed to capitalize on such credit. They got deeper into debt (Karnani, 2007a).Some authors point out that the entrepreneurial skill that can lead to success is rare. Most individuals would rather have a guaranteed income rather than assume the risk that entrepreneurship entails. This adds to the argument that if businesses can create jobs and boost the poor’s income, then consumption will follow. Those businesses may not be able to obtain outside ? nancing. The BOP segments are not able to generate suf? cient pro? ts to justify a high cost of capital. To reduce the cost of capital, perhaps collaboration with funding sources like the World Bank or other NGO will be necessary.With ?nancial aid, companies trying for the BOP market may be able to succeed. The creation of buying power is one of the key elements that allow low-income segments to reach product and services. Formal commercial credit has been unavailable to this market and the cost of accessing and getting ? nancial services in the informal ? nancial market is enormous. Since the pioneering initiative of Grameen Bank, in the mid of the 1970’s, several ? nancial institutions have been very successful in offering ? nancial services to low-income people who were not traditionally served by the formal bank system.Programs for microcredit have characteristics that are speci? c and different from those of the traditional banking sectors. These differences include property and corporate governance of the institutions, characteristics of the consumers, the technology used to manage credit, and the characteristics of the product and service. The growth of the microcredit market has been heterogeneous across countries. For example, in Latin America, the micro? nance industry has had a signi? cant ? growth in countries like Peru, Bolivia and El Salvador but it is 398 The quest for the fortune at the bottom of the pyramidJournal of Consumer Marketing Dennis A. Pitta, Rodrigo Guesalaga and Pablo Marshall Volume 25  · Number 7  · 2 008  · 393 –401 the provision of funding and training to entrepreneurs is a way governments can support consumers and producers at the BOP. Another example is engineering supportive tax structures that promote private sector investment in BOP initiatives. distribution makes the poor poorer. Today, with escalating global fuel costs adding to the cost of transportation, the poor face an increasingly rigorous future. The lack of infrastructure serving rural areas also increases prices.For example, in Chile, consumer goods prices in the remote North and South of the country are 20-25 percent higher than the more highly populated central zone of Santiago and Valparaiso (Ferreira and Litch? eld, 1999). The idea of closeness in distribution channels for consumers at the BOP is very important. This means, for example, having stores that are both geographically close and affectively close. In other words, emotional proximity is also very important. A good example is Banco Estado, a stateowned commercial bank, which consumers consider the â€Å"closest† to the BOP segment.The reasons are its extensive distribution, its perception of being adaptive to people’s needs, its ? exibility, and its position as affectively close. In the context of retailing, D’Andrea et al. (2004) show that the development of personal relationships with the stores’ personnel has a positive effect on consumers’ self-esteem and well-being. Pricing for the bottom of the pyramid is, of course, also very critical. The challenge here is twofold. On the one hand, there is the issue of affordability: prices need to be affordable to BOP consumers. Ramaswamy and Schiphorst (2000) emonstrate the challenges in companies trying to serve the poor. In order to achieve affordability, they must reduce the costs of production and simplify the products. On the other hand, ? exibility in payments is also very important. Providing options of how and when low-income consume rs can pay for their products and services constitutes both a challenge and a source of competitive advantage to private companies. To do this, private companies may need the assistance of commercial banks and NGOs as key partners. Some marketing theorists (Karnani, 2007b) view the BOP as a collection of producers rather than consumers.Therefore, innovative payment models, which allow BOP consumers to pay using a marketing exchange model would increase their ability to pay for the things they consume. The ? Nestle milk agricultural exchange model cited above comes to ? mind. In that model, Nestle actually paid farmers for their milk at attractive prices. They could use the money to buy seed at equally attractive prices. It is a small step to consider a more traditional barter system. As long as the barter system offered fair pricing it would present a win-win situation that would help sustain the arrangement. The marketing mixIt is no surprise that serving different market segments may require different marketing mixes. Therefore, for-pro? t ? rms need to understand how the BOP segment differs from upper tiers, and adapt the marketing approach to meet the characteristics of these consumers. Since affordability is at the heart of serving the BOP, product modi? cation will help lower the price and improve affordability. The parallel strategy, reducing product size works in higher customer tiers but has limited usefulness at the lowest levels. In India, unit-use reduced size cachets of shampoo do promote consumption but are not the answer.The higher cost of packaging erodes pro? ts, and the resulting discarded packaging adds to pollution. The problem remains that the customer still has to allocate scarce income to the shampoo. One answer is to create a bare-bones product with fewer product features that the poor can afford. One example, Nirma detergent made in India, highlights a â€Å"poorer† product that is affordable. A single entrepreneur created Nirma to compete with Hindustan Lever’s market leading detergent, Surf. Surf gained market share because it is an excellent product. It has numerous additives that make it effective yet gentle to humans.Its cost was signi? cant. In fact, Nirma does not contain many of the ingredients and safeguards of its rival. It works but can cause blisters on the skin (Ahmad and Mead, 2004). Despite its harshness, the poor embraced it because they could afford it. The implication is that â€Å"research must also seek to adapt foreign solutions to local needs† (Prahalad and Hart, 2002). Evidence shows that consumers at the BOP care about branded products, because leading brands are a guarantee of product quality, which is particularly important to this segment because â€Å"the ? ancial loss from an underperforming product is greater for people with limited incomes† (D’Andrea et al. , 2004, p. 6). However, emerging consumers are not very loyal to speci? c brand names, altho ugh they do not experiment with unknown brands. In practice, they switch among a few known brands (D’Andrea et al. , 2004). D’Andrea and colleagues also argue that low-income consumers prefer products in small sizes, even if the perunit cost is higher, because of their income and space constraints. Moreover, too many varieties of products can harm emerging consumers’ purchasing experience. They may eel tempted to buy things they don’t need or can’t afford, which can produce a feeling of inferiority or frustration (D’Andrea et al. , 2004). Marketers also need to revisit distribution channels also to attend the BOP market effectively. Vachani and Smith’s (2008) recent work dealing with inclusive distribution has merit as a model for success. In essence, their examples infused a social action philosophy into a business model. One of their focal companies, ITC, demonstrated the vision necessary to discern pro? ts in the future and the det ermination to invest in a new distribution channel as a in-win proposition. Undoubtedly, the high cost of Conclusions and challenges for marketing theory and practice While the picture is not completely clear, the bottom of the pyramid may offer opportunities to create value for both the poor and companies. Early promises of a fortune seem to have been overstated. The degree of wealth present among the poor is much lower than ? rst reported. In addition, that wealth is too fragmented to be tapped under the current business models. It now appears that the basic concept overestimates the role that BOP consumers can play in contributing to company pro? ts.There is still no agreement in the literature about how bene? cial selling to the BOP can be for private companies, or for alleviating poverty. However, there are several elements of the BOP proposition that have been identi? ed as critical to 399 The quest for the fortune at the bottom of the pyramid Journal of Consumer Marketing Den nis A. Pitta, Rodrigo Guesalaga and Pablo Marshall Volume 25  · Number 7  · 2008  · 393 –401 succeed. First, an accurate characterization of the low-income sector – both as consumers and as producers – is required to understand their needs, perceptions, and behavior, which in urn will help companies to design a better business approach. Second, it is important to recognize that serving the BOP market requires a different business model, one incorporating access to microcredit, the establishment of alliances of collaboration among different types of institutions, and the adaptation of the marketing mix. â€Å"Until companies better understand the needs of emerging consumers and adapt their business models to serve them more ef? ciently and effectively, their growth will be limited† (D’Andrea et al. , 2004, p. 3). It is well known that BOP markets involve managing ubstantial challenges in technical and economic infrastructure, education, ? nanc ial resources, and cultural differences. As participants from the economic sectors progress, a number of questions need to be addressed. Gardetti (2005) articulated them clearly. They include: â€Å"How can a company turn its strategy at the BOP into a competitive advantage? What kind of business model will work? How can it build trust in the informal economy? What kind of education do business schools need? How does new technology integrate? How can we develop the educational/ social infrastructure? Moreover, from the viewpoint of egulatory and policy formulation, if entering the markets at the base of the pyramid is a sound choice for both development and business, what does it take to turn this into a reality? † Scholarly research, as well as practitioners’ participation in BOP initiatives, can provide some answers to clarify the true nature and scope of the fortune at the bottom of the pyramid. example in India showed its value in distribution and in customer relat ionship management. It will be equally valuable in research, product development, pricing, and promotion. Fourth, pricing is of paramount importance in serving the oor. In a for-pro? t enterprise, consumers must pay for the cost of serving them. Microcredit is one potential solution. It may be a limited solution, useful only to consumers with the skills necessary to manage it. However, innovative exchange models may offer even those without ? nancial management skills a chance to improve their condition. Fifth, given the economies of the BOP, it is likely that if pro? ts come, they will come later rather than sooner. Organizations need to choose a long-term involvement in order to avoid disappointment and a ? nancially ruinous midterm decision to exit.Finally, marketers should understand that some products are simply not suited for the poorest of the poor. Some products of dubious value to this segment, like Armani handbags, or even cheap counterfeits, will have no place at the BOP. More importantly, some products and services related to health care will always be simply too expensive. Altruistic surgeons may care for uniquely disadvantaged patients by donating their time but they are only one part of a surgical team. Even if the hospital and every member of the team donate facilities, their time, and the resources to save a atient, that model is not sustainable as a for-pro? t venture. Similarly, the cost of a ten-day supply of a life-saving antibiotic cannot be reduced realistically using the â€Å"smaller package size† option. The implication would be either reduced daily doses or fewer full strength doses. Both are likely to breed drug resistant organisms and thereby threaten the life of the patient and society. To remedy this situation, other players like governments and NGO’s will be important. Many marketers must realize that collaborating with them is important. To be effective, the collaboration must be proactive.Marketers wishing to ser ve the BOP, who recognize the importance of alliances with others, should seek out relationships with both government and NGO’s. Early and persistent outreach will be valuable in alerting all of the players to each other’s strengths and in creating an accurate picture of the challenges. Politically, coalitions of organizations with different fundamental objectives are prone to misunderstanding. Often their terminology is similar but the meaning is different. Alternatively, their objectives may be so totally different that they are fundamentally foreign to one another.If the goal is poverty eradication at a pro? t, all the players must collaborate. The goal may be so dif? cult and achieving effective teamwork is essential. Implications for marketers In general, if pro? t-seeking companies plan to serve the BOP, numerous factors will have to change. First, marketers will have to approach the BOP in a novel manner different from any they used in their prior successes. The BOP is mostly unknown territory. They may have to reinvent themselves or create divisions with substantial independence. If the old segmentation rules that worked at the TOP no longer apply, either will the product development, sales, pricing, distribution policies, and management. In addition, the pro? t objectives and revenue goals will have to be changed. Those who are not prepared to address the sea change in marketing approach should avoid entering this market. Second, simply modifying products and selling them is a path to failure. Success will depend on knowing the BOP intimately. Currently the BOP is terra incognita in terms of segments and their needs. To succeed, marketers must be able to differentiate different income segments and their value. Within the various BOP de? itions, there are three apparent segments, â€Å"under $2 per day†, â€Å"$4 per day†, and â€Å"$6 per day†. The needs and incomes of the segments seem to differ enough to indicate t hat they be treated differently. Marketers need to know which ones to serve and how to serve those successfully. Third, in order to understand the voice of the BOP consumer, companies need grass roots sources of intelligence. Collaborating effectively with agents â€Å"on the ground† who have direct contact with relevant BOP segments is vital. Moreover, companies must train those agents to seek ? information that will help serve those customers.The Nestle References Ahmad, P. S. and Mead, J. (2004), Hindustan Lever Limited and Project Sting , Darden Business Publishing, Charlottesville, VA. Chen, S. and Ravaillon, M. (2007), â€Å"Absolute poverty measures for the developing world, 1981-2004†, Policy Research Working Paper 4211, World Bank, April. Chesbrough, H. , Ahern, S. , Finn, M. and Guerraz, S. (2006), â€Å"Business models for technology in the developing world: the role of non-governmental organizations†, California Management Review, Vol. 48 No. 3, Spri ng, pp. 47-62. 400 The quest for the fortune at the bottom of the pyramid Journal of Consumer MarketingDennis A. Pitta, Rodrigo Guesalaga and Pablo Marshall Volume 25  · Number 7  · 2008  · 393 –401 D’Andrea, G. , Stengel, E. A. and Goebel-Krstelj, A. (2004), â€Å"Six truths about emerging-market consumers†, Strategy and Business, Vol. 34, pp. 2-12. (The) Economist (2004), 13 March, p. 84. Ferreira, F. G. H. and Litch? eld, J. A. (1999), â€Å"Calm after the storms: income distribution in Chile, 1987-1994†, World Bank Economic Review, Vol. 13 No. 3, pp. 509-38. Gardetti, M. A. (2005), â€Å"A base of the pyramid approach in Argentina†, Greener Management International, Vol. 51, pp. 65-77. Hammond, A. L. , Krammer, W.J. , Katz, R. S. , Tran, J. T. and Walker, C. (2007), The Next 4 Billion. Market Size and Business Strategy at the Base of the Pyramid, World Resource Institute, International Finance Corporation. Harjula, L. (2005), â€Å"Tensi ons between venture capitalists’ and business-social entrepreneurs’ goals: will bottom-of-the pyramid strategies offer a solution? †, Greener Management International, Vol. 51, pp. 79-87. Hart, S. L. (2005), Inclusive Capitalism: The Unlimited Business Opportunities in Solving the World’s Most Dif? cult Problems, Wharton School Publishing, Upper Saddle River, NJ. Karnani, A. 2007a), â€Å"The mirage of marketing to the bottom of the pyramid: how the private sector can help alleviate poverty†, California Management Review, Summer, Vol. 49 No. 4, pp. 90-111. Karnani, A. (2007b), â€Å"Misfortune at the bottom of the pyramid†, Greener Management International, pp. 99-110. Martinez, J. L. and Carbonell, M. (2007), â€Å"Value at the bottom of the pyramid†, Business Strategy Review, Autumn, pp. 50-5. McFalls, R. (2007), â€Å"Testing the limits of ‘inclusive capitalism’: a case study of the South Africa HP iCommunity†, T he Journal of Corporate Citizenship, Vol. 28, Summer, pp. 85-98. Pitta, D. A. and Franzak, F. 1997), â€Å"Boundary spanning product development in consumer markets: learning organization insights†, Journal of Product & Brand Management, Vol. 6 No. 4, pp. 235-49. Prahalad, C. K. (2004), The Fortune at the Bottom of the Pyramid: Eradicating Poverty through Pro? ts, Wharton School Publishing, Upper Saddle River, NJ. Prahalad, C. K. and Hammond, A. (2002), â€Å"Serving the world’s poor pro? tably†, Harvard Business Review, Vol. 80 No. 9, pp. 48-57. Prahalad, C. K. and Hart, S. L. (2002), â€Å"The fortune at the bottom of the pyramid†, Strategy and Business, Vol. 26, January, pp. 54-67. Ramaswamy, E. A. and Schiphorst, F.B. (2000), â€Å"Human resource management, trade unions and empowerment: two cases from India†, The International Journal of Human Resource Management, Vol. 11 No. 4, pp. 664-80. Seelos, C. and Mair, J. (2007), â€Å"Pro? table bus iness models and market creation in the context of deep poverty: a strategic view†, Academy of Management Perspectives, November, pp. 49-63. Vachani, S. and Smith, N. C. (2008), â€Å"Socially responsible distribution: distribution strategies for reaching the bottom of the pyramid†, California Management Review, Vol. 50 No. 2, Winter, pp. 52-84. Westley (2007), Commercial Banks in Micro? nance: BestPractices and Guidelines for Project Design, Monitoring, and Evaluation, IADB, MSM – 138. Zeithaml, V. A. , Rust, R. T. and Lemon, K. (2001), â€Å"The customer pyramid: creating and serving pro? table customers†, California Management Review, Vol. 43 No. 4, Summer, pp. 118-34. Further reading Anderson, S. N. (1994), â€Å"Unions/management create collaborative culture†, Communication World, Vol. 4 No. 1. Corresponding author Dennis A. Pitta can be contacted at: [email  protected] edu To purchase reprints of this article please e-mail: [email  protect ed] com Or visit our web site for further details: www. emeraldinsight. com/reprints 401