Cialis - Harvard Business School Case Product Team...

1.Problem StatementLilly- ICOS LLC is about to launch a new and innovative product intended to help men suffering from Erectile Dysfunction (ED). Because of the unique product features, Cialis - the product - has good chances of becoming successful even though it is entering a segment, where Pfizers Viagra is the undisputed market leader. In this context, Lilly- ICOS LLC must decide on a marketing strategy, in particular which groups to target and which positioning thus which communication strategy to choose. 2. Situation Analysis (refer to Exhibit 1+2)Lilly- ICOS LLC is a joint venture between ICOS, a small biotechnological start up (no FDA registration experience and no marketing capabilities) and Elli Lilly Company, a large†¦show more content†¦news magazines) to target couples, female magazines to address partners and (conservative) male magazines (careful selection not to tap in playboy drug trap); TV prime time shows that reach target audience, male specific i.e. sports advertising; no celebrities, average couples as centre of communication. Communication message should focus on communication/ dialogue as the key to a healthy sex life + relationship, ED is treatable, encourage couples to talk openly about the condition and see a doctor/ seek treatment; Cialis as the pill for couples can help to rediscover intimacy and endearment in a mature relationship; furthermore multifaceted below the line marketing actions; physician approach: take advantage of trained sales force (hel p dissolve insecurities aboutShow MoreRelatedCialis Case Essay9153 Words   |  37 PagesHARVARD BUSINESS SCHOOL 9-505-038 REV: JUl Y 2 8. 201 0 ElIE OFEK Product Team Cialis: Getting Ready to Market It was early 2002, and Mark Barbato, the executive director and global product team leader for Cialis, knew he faced a daunting task: launching a medicine for the treatment of male impotence in a market with an established leader-Viagra. 1 Not only had Viagra been generating over $1 billion in sales annually for its parent company Pfizer for three consecutive years, butRead MoreStrategic Marketing Management337596 Words   |  1351 Pagesthanks go to Janice Nunn for all the effort that she put in to the preparation of the manuscript. Strategic Marketing Management Planning, implementation and control Third edition Richard M.S. Wilson Emeritus Professor of Business Administration The Business School Loughborough University and Colin Gilligan Professor of Marketing Sheffield Hallam University and Visiting Professor, Northumbria University AMSTERDAM †¢ BOSTON †¢ HEIDELBERG †¢ LONDON †¢ NEW YORK †¢ OXFORD PARIS †¢ SAN DIEGO †¢

The Great Gastby Free Essays

Abstract As the spokesman of the â€Å"Jazz Age†, F. Scott Fitzgerald , referred to his own experience, wrote his masterpiece-The Great Gatsby. Through abundant symbols, Fitzgerald profoundly depicted the society of Jazz Age and successfully displayed the disillusionment of American Dream, which existed in the majority of American in 1920s. We will write a custom essay sample on The Great Gastby or any similar topic only for you Order Now To describe the restlessness of the â€Å"lost generation† in the â€Å"roaring twenties†, the author created several typical tragic characters. This paper, based on some symbolic theories, focuses on how the author brought his attitude to the surface to reveal the theme. And by analyzing the symbolic meanings of some leading characters, it further probes into the failure of American Dream. Key words Symbolism; characters; American Dream; disillusionment 1 Introduction 1. 1 Plot and characters review Jay Gatsby, formerly Jake Gatz, is a successful bootlegger with desire of being accepted in the highest social circles of Long Island. Once he has done this, Gatsby spares no effort to win back the love of his former girlfriend Daisy, now married to a boorish â€Å"old-money† millionaire, Tom Buchanan. Gatsby’s obsession with Daisy and his pursuit of this unworthy dream results in disillusionment and, ultimately, tragedy. Sidelines observer Nick Carraway, recounts the whole story. 1. 2 The spokesman of the â€Å"Jazz Age† F. Scott Fitzgerald is widely regarded as one of the greatest American writers of the 20th century. He was both a representative of his era and a severe critic of society. In his short life, Fitzgerald experiences overnight fame and wealth in 1920s but suffers a lot in 1930s, which shares much resemblance with American society. Furthermore, with a lot of works describing the expectation and disilluionment of the American young generation, he gained irreplaceable position in the history of American literature and was often called the spokesman of â€Å"Jazz Age†. The Great Gatsby, for which he was known, is somewhat a reflection of his experience and his attitude towards the American Dream. The novel shows the anomie following the First World War. During the â€Å"roaring† 1920s, American society enjoyed unprecedented levels of prosperity as the economy soared. At the same time, Prohibition, the ban on the sale and manufacutre of alcohol as mandated by the 18th century, made many bootleggers millionaires and led to an increase in organized crime. Although Fitzgerald, like Nick Carraway in his novel, idolized the riches of the age, he was uncomfortable with the unlimited materialism and the lack of morality that went with it. The value of money was mostly exaggerated during that age. The connection of the â€Å"old money† and â€Å"new money† is presented in geographical symbols of the novel: East Egg is the place where the established aristocracy lived, and West Egg – â€Å"the self-made rich†. Using his narrator–Nick, the author told about his views of American Dream – it was â€Å"originally about discovery, individualism, and the pursuit of happiness† . 2 Symbolism in characters In the Great Gatsby, Fitzgerald skillfully selected diffirent people, such as Jay Gatsby, Daisy Buchanan, Tom Buchanan and Nick Carraway. This part will analyze the four main characters in detail and discuss their function in symbolism. 2. 1 Jay Gatsby Through the whole life of Gatsby we can see that he is the representative of the people who pursue the American dream. At first when Gatsby falls in love with Daisy, he is frustrated for the huge gap between their social status and wealth. Gatsby is a poor immigrant of low status but Daisy comes from an old wealthy American family. They belong to two totally different worlds under that condition where people all pursue money and material content. So their love is actually desperate and not realistic. He falls into great agony because he lost Daisy and he thinks they didn’t get married just because he is not rich enough. In Gatsby’s opinion, his dream of loving Daisy is ruined by the difference in their respective backgrounds, so he resorts to crime to make adequate money so as to impress Daisy and win her back. To some degree, he makes it. He gets the money he needs and then, through building up a large house and holding luxury parties and banquets, he successfully attracts Daisy’s attention. Daisy comes back to him, dating with him again. Gatsby is so happy to see that they finally return to their old days. But in fact, this is all his illusion, as their love is based on material possessions. He has lived not for himself, but for his dream, for his vision of the good life inspired by the beauty of a lovely rich girl. † The green light situated at the end of East Egg dock and visible from Gatsby’s West Egg lawn may be the best symbol of his unattainable dream. â€Å"He stretched out his arms toward the dark water in a curious way, and far as I was from him I could have sw orm he was trembling. Involuntarily I glanced seaward—and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock. In the end when Gatsby dies for the sake of Daisy, she just leaves him behind and goes to Europe with her husband to spend their holiday. Gatsby’s dream of a perfect Daisy and a happy life totally breaks up until now. The falling down of Gatsby’s dream represents the falling down of American Dream. Then why the dream fails in such a miserable way? First, Gatsby builds up an illusionary dream. He is fascinated with Daisy’s grace and charm, but blinds her shortcomings. â€Å"He gives Daisy an idealistic perfection that she cannot possess in reality† . Alhough later he comes to know that Daisy is not what she used to be and that she doesn’t love him, he cannot stop dreaming and continues to recall the old days. Gatsby’s dream is ruined by the unworthiness of its object, just as the American Dream in the 1920s is ruined by the unworthiness of its object—money and pleasure. Second, from the beginning he uses a wrong way to achieve his dream and this would inevitably lead to his dream’s coming into failure at last. He has made his fortune through racketeering and conducting suspicious business, regardless of the moral principles. The American dream of Gatsby corrupts as the unrestrained desire for money and pleasure surpasses those noble goals. More importantly, the sharp contrast between the ideal and the reality is due to result in the breakup of the dream. In some senses, Gatsby’s dream originated from the past, and made him sincerely persist. But when he was addicted into the past, he made efforts to find various possibilities in the future. He makes the historical past transform to the future in the vain hope. The green light representing his ideal future, which also indicates the whole American ones, is unattainable. The American Dream destroys not only because of the profound social and historical reasons, but also being deeply concerned with the self-destructive characters of Gatsby. When Gatsby’s simple and naive characters are confronted with the cold society and moral decay of America, there will be no place for Gatsby to escape but die. In the end, the author wrote, â€Å"Gatsby believed in the green light, the orgiastic future that year by year recedes before us. It eluded us then, but that’s no matter – tomorrow we will run faster, stretch out our arms farther †¦ And one fine morning – So we beat on, boats against the current, borne back ceaselessly into the past† . Gatsby goes back ceaselessly into the past because the future is far too cruel to imagine. This is the tragedy of Gatsby: he himself lives in the past and is making a beautiful but illusionary dream of the future, so do the Americans. 2. 2 Daisy Buchanan Throughout the book, Daisy is described almost in a fairytale tone. She is the princess in the castle, the wonderful girl that every man dreams of possessing. She is beautiful and rich and innocent and pure in her whiteness. â€Å"She dressed in white, and had a little white roadster †¦Ã¢â‚¬  . But that whiteness is mixed with the yellow of gold and the unavoidable corruption that money brings. Just as Gatsby once comments after their reunion, â€Å"her voice is full of money. † . Her love for Gatsby is conditioned by his wealth. When she saw Gatsby’s fabulous pile of shirts, she could not help crying:† I’ve never seen such — such beautiful shirts before. . For Daisy, her love associated closely with stable and extravagant life. Daisy proves her real nature when she chooses Tom over Gatsby, then allows Gatsby to take the blame for killing Myrtle Wilson even though she herself was driving the car. Finally, rather than attend Gatsby’s funeral, Daisy and Tom move away, leaving no forwarding address. Daisy lived in â€Å"a material world without being real, where poor ghosts, breathing like air. † Actually, Daisy stands for youth, gold and status, which many young Americans regard as their dreams. Yet, the dream has already became a nightmare, as it generates those money-oriented and power-persuing minds. As a social satire, Daisy is also a reflection on moral decadence in modern Amercian society. It is concerned with the corruption of values and the decline of spiritual life. Since the Industry Revolution, Americans have fallen in , not only the way of life through which they seeking for more luxurious enjoyment, but also wealth and status at the expense of moral decay. As a consequence, American Dream has totally failed to bring any kind of fulfillment, either spiritual or material. . 3 Tom Buchanan Tom Buchnan, the dude form Yale, is a liar, a hypocrite, and a bully. Being born into a wealthy family has made him a spoiled man. He hasn’t really worked his entire life and instead, spends his days in indulgence and ease. All Tom’s feelings and actions are self-directed. He has a shameless affair with Myrtle because it satisfies his needs. He flaunts their relatio nship in public for he is a careless man who isn’t bothered by the sufferings he causes. This also attributes to he and Daisy’s escape in a situation where they would have to face. Tom is the typical character of his class. His social attitudes are laced with racism and sexism, and he never ever considers trying to live up to the moral standard he supposed to. Tom is â€Å"a scion of the great robber barons of the Gilded Age who seize the land, gutted the forests, laid the railroads, and turned the cities into vast urban fortresses for the purpose of protecting their own moneyed interests† . He represents descendants of those early pioneers, frontiersman and later settlers who attempted to transform the Virgin Land into a New World Garden. These later empire-builders of the post-Civil War period, who were eager to replace crops with machines, set aside morality as easily and quickly as they attempted to buy up civilization. 2. 4 Nick Caraway Although Nick is not the hero in the novel, his importance as the narrator and a functional character makes him almost as much a central figure as Gatsby. He is Gatsby’s neighbor, Daisy’s cousin once removed, Tom’s classmate in college and the sweetie of Daisy’s close fried, Jordan. He is a tie, who connects many contradictions and conflicts among characters, and a key figure in the complicated relaion net. Nick uses his curious eyes to view Gatsby’s actions and holds sympathy to suppose Gatsby’s thoughts. As a witness who â€Å"has strong flexibility and broad and various information† , he can observe Gatsby’s actions standing far from him and take a neutral and calm viw to value the story. Using â€Å"I† as witness to narrative the story, Fitzgerald let readers feel things directly while hid himself behind the case. Nick resembles Fitzgerald in such aspects as age, family background, education record, literary interest, military experience and seeks of fortune. â€Å"If Gatsby represents one part of Fitzgerald’s personality, the flashy celebrity who pursued and praised wealth in order to impress the woman he loved, then Nick represents another part: the quiet, reflective Midwesterner adrift in the lurid East† . So this may fully explain why Nick senses, understands and sympathizes Gatsby. The similarities between Nick and Fitzgerald make Nick voice more than the author. As a moral symbol he is the embodiment of a hope for moral and spiritual growth. Functioning as Fitzgerald’s speaker in making his ultimate value judgements, Nick realizes that the fast-paced, fun-driven lifestyle of New York is grotesque and damaging; an ideal based on materialism rather than a fulfilment of American Dream. Knowing the truth of the East, Nick quickly goes back without any hesitation. At the end, Nick is the only person escaping from the illusory American Dream and unfolds this tragic story to us all. 3 Conclusion In the Great Gatsby, by using symbolic images, F. Scott Fitzgerald reveals the contradiction and inner conflict of the characters as well as displays his intelligence and excellent writing skill. The entire story is about the effect brought by the roaring age of reshaping people’s value , causing the deterioration of morality and running after money even one undeserved. Gatsby deadly accumulated great wealth in illegal way to get Daisy’ love, but he didn’t recognize people’s ugly inward—greedy of money and mean of kindness, and finally he died with everything lost. References [1] F. Scott Fitzgerald. The Great Gatsby. Jiangsu:YiLing Press, 1997 [2] Miller James E. Jr. F. Scott Fitzgerald: His Art and Technique. New York: New York University Press, 2001 [3] Wang Qiong. The Narrative Technique in â€Å"The Great Gatsby† from the Point View of Narration. Shanghai:Journal of Huzhou Teachers College, 2004 [4] Garrett George. Fire and Freshness: A Matter of Style in the Great Gatsby. In Matthew J. Broccoli (Ed), 2002 [5] Ernest H. Lockridge ed. Twentieth century interpretations of The Great Gatsby: A Collection of Critical Essays. Prentice-Hall, 1968 [6] Leech Geoffrey N Short Michael H. New Essays on the Great Gatsby. New York: Cambridge University Press, 1985 [7] Zhang Tianjing. the Deeply Moving America Tragedy–Analysis the Great Gatsby. Journal of Xianyang Normal University, 2004 [8] Zhao Hongwei. Disillusionment of Gatsby’s† American Dream† From the Perspective of Society–Analysis of â€Å"The Great Gatsby†. Journal of Harbin University, 2003 [9] Mizener Arthur ed. F. Scott Fitzgerald: A Collection of Critical Essays, Englewood Cliffs. N. J: Prentice-Hall, 1963 How to cite The Great Gastby, Papers

The Australian Solicitors Conduct Rules

Question: Describe about the Australian Solicitors Conduct Rules ? Answer: The Australian Solicitors Conduct Rules are applicable in case of all the solicitor's operating in Australia. The purpose behind the introduction of these rules is to help the solicitor's in acting ethically and also according to the principles of professional conduct that have been provided by the common law as well as these rules. The law provides in this regard that while deciding if a solicitor has been engaged in professional misconduct or unsatisfactory conduct, apart from the common law, these rules also apply (Australian Solicitors Conduct Rule 2012). Any breach of these rules amounts to the professional misconduct for unsatisfactory conduct and as a result, the relevant regulatory authority may take disciplinary action however a third party cannot enforce them (Doulman v ACT Electronic Solutions Pty Limited Anor, 2011). Among the fundamental duties of solicitors, Rule 3 provides that the paramount duty of the solicitors is towards the court and also the administration of justice. This Rule also provides that in case of any inconsistency, such a duty prevails to the extent of such inconsistency. At the same time, Rule 4 provides the other fundamental ethical duties of the solicitors. For example in this regard Rule 4.1 provides that a solicitor is required to act in the best interests of his or her client in any matter in which the client is being represented by the solicitor. It is also required that the solicitor should be courteous and honest while dealing with the matters related with legal practice. Similarly, these roles also provide that legal services should be provided by the solicitor competently and diligently and at the same time, these services should be provided by the solicitor as promptly as may be possible reasonably under the circumstances. In this regard Rule 4.1.4 provides that th e solicitors should not compromise with their integrity and also that there professional independence. Therefore, Rule 4.1.5 provides that the solicitor's should comply with these rules and also the other laws that may be applicable in this regard (Bufalo Corporation Pty Ltd v Lend Lease Primelife Ltd, 2010). The relations of solicitors with their clients have been discussed in Rules 7 to 16. This includes the obligation provided by Rule 8 according to which a solicitor has to follow the proper, lawful and competent instructions of the client. In this regard, the common law presumes that every adult person has the capacity to make its own decisions. However the presumption may be displaced by certain characteristics like old age, mental infirmity, suspicion regarding fraud or undue influence, incapacity or the situation where the client cannot communicate. In this way, while the presumption related with legal capacity is present in the relationship between solicitors and their clients, at the same time it is also necessary that the solicitors should be reasonably satisfied that the client has the mental capacity for giving the instructions. In case the solicitor is not satisfied regarding such mental capacity of the client, the solicitor should not represent or act for such a client. Any failure on the part of the solicitor to be alert regarding the issue of incapacity can result in the liability of the solicitor under negligence (Walker v DAlessandro, 2010). If reasons are present for a solicitor to doubt the capacity of applied to give competent instructions, it may result in complex issues. Where a solicitor is not sure regarding the appropriate response in a particular situation where the capacity of the client to give instructions is in doubt, according to Rule 9.2.3 the solicitor can also seek confidential advice related with the ethical or legal obligations of the solicitor in such a case. At the same time, it is also the duty of the solicitors to use the court process and privileges responsibility. In this regard, Rule 21.2 provides that a solicitor should take care in order to make sure that the decisions made by the solicitor for making allegations or suggestions against any person under privilege can be justified reasonably by the material that is at present available with the solicitor. It is also required that it should be appropriate for the robust advancement of the case of the client on the merits of the case and at the same time, these allegations or suggestions should not be made only with a view to embarrass or harass a person (Pont, 2013). While the Barrister's Rules, 2011 does not introduce any fundamental departure from the ethical rules that were in force earlier but it has introduced certain changes. For example, some entirely new rules have also been introduced by them. An example in this regard can be given of Rule 12 which focuses on the role played by the barristers in administration of justice. The Advocacy Rules have been introduced with a view to maintain equivalent standard in this regard between the bar and the solicitor advocates. In this regard, Rule 27.1 provides that when it is known of it becomes clear that a solicitor may have to give evidence that his material for the determination of the issue in contest, in such a case, the solicitor should not appear as the advocate for that particular client. On the other hand, Rule 27.2 allows the solicitors to continue to act for a client under the circumstances that have been mentioned in Rule 27.1 but not as the advocate of such client unless doing so may re sult in a prejudice for the administration of justice. The paramount duty of the solicitors needs to be kept in mind in this regard. At the same time, a barrister owes certain duties towards the court. For example it is the overriding duty of a barrister towards the court according to which the barrister should act independently and in the interest of administration of justice. It is also the duty of the barrister to not receive or mislead the court knowingly or recklessly (Pont, 2013). At the same time, the best is also required to take all necessary steps to correct themselves if any misleading statement has been made by them. Such steps should be taken as soon as possible after the barrister comes to know regarding the fact that the statement was misleading. These rules also provide that the opponents should be alerted by the barrister and in case it appears to be necessary, the code should be informed if any excess concession made by the opponent during the trial in civil proceedings is against the true position, to the knowledge of the barrister and the barrister believes that a mistake has been made. In the same way, while seeking and interlocutory relief in case of an ex parte application, the barrister is required to disclose all the fat and legal matters to the courts which are within the knowledge of the barrister and are not protected by the privilege of legal profession and reasonable grounds are present for the barrister to believe that it would be in favor of an argument against the grant of such a relief or limiting the terms of such relief. At the same time, barrister also owes certain duties towards the clients. These duties have been mentioned in Rules 37 - 40. Rule 37 provides that the best interests of the client should be protected and promoted by the barrister fearlessly and with best skill and diligence. It is also required that the barrister should inform the clients regarding the alternative is available to fully contested adjudication (Rule 38). The barrister should try to help the client in understanding the issues present in the case and also the possible rights and obligations of the client in a particular case (Rule 39). Rule 40 provides that in case of a client charged with a criminal offense, the barrister should advise the client regarding the benefit that may be provided by any law, procedure or practice in case the client pleads guilty. At the same time, it is also the duty of the barrister to use the court process and privilege responsibly. These duties have been mentioned in rules 59-67. References Australian Solicitors Conduct Rules, 2012 G E Dal Pont, 2013, Lawyers Professional Responsibility, 5th ed. Case Law Doulman v ACT Electronic Solutions Pty Limited Anor [2011] FMCA 232 Bufalo Corporation Pty Ltd v Lend Lease Primelife Ltd [2010] VSC 672 Walker v DAlessandro [2010] VSC 15