Introduction Of KFC In Mauritius

Introduction Of KFC In Mauritius The necessity for all human being is eating which is observably a daily action. For eating at restaurants, it depend on an individuals reason and is intentionally or instinctively assess by a multifarious set of attributes ahead before choosing a restaurant. Thus, this study is to investigate how much service quality has an impact on customer satisfaction and retention especially in our Mauritian context at KFC. As there is a casual inter-relationship between customer satisfaction and service quality, this study aims to find out the effectiveness of the service dimensions of service quality which leads to customer satisfaction and finally to retention at KFC. An individual feeling of pleasure and disappointment is known as satisfaction and the customer satisfaction is very important for any organization. All the main aspects will be analyzed and recommendations will be drawn out for better improvement. Company Background History Kentucky Fried Chicken (KFC) was founded by Colonel Harland Sanders in 1952 and its primary focus is fried chicken. KFC also offers grilled and roasted chicken products, wraps, salads, sandwiches and desserts as well beef based products outside the USA. Although the death of Sanders in 1980, he remains a vital part of the firms branding and advertisements, and Colonel Sanders or The Colonel is a metonym for the company itself. In 1991, the abbreviated form of its name KFC was adopted by the company. The Present KFC operates more than 5,200 restaurants in the United States and more than 15,000 units around the world. In 109 countries and territories around the world, KFC daily serves more than 12 million customers. KFC is world famous for its Original Recipe fried chicken, made up of 11 herbs and spices secretly blended together. Colonel Harland Sanders perfected more than a half century ago. Based on the Fortune 500 List, KFC is ranked on 239 positions with revenues in excess of $11 billion in 2008. Introduction of KFC in Mauritius With time, consumers were more demanding for large variety of food and then, the first KFC outlet was launched in Mauritius-1983. Pick N Eat is the company which operates the KFC franchise in Mauritius. KFC has carved a solid reputation as a quick service restaurant which provides quality products and service. Across our island, 18 outlets are spread out and 10,000 customers daily are enjoying their finger-linking favorites in the consumer-friendly environment. Background of the program In the fierce competition, the market trend has changed noticeably from agricultural to service market. The service sector especially fast food industry is in a rapid growth and gain a sustainable position in the market due to lack of time to prepare food and dual income families. All of the fast food businesses are trying their best to improve their service quality in order to make customer satisfied and return back to them again. They are concentrating more on service quality in order to meet the needs and expectations of the customer. The more satisfied the customers are, the more likely they are to return to the restaurant. The fast food industry has undoubtedly not been free from either augmented competition or from increasing customer expectations regarding quality. In the fast food industry, the perceived quality holds a great importance to create a retention effect for customers. So the fact is that when the service providers are able to satisfy its customers with good manage rial arrangement, the foods quality provided, have efficient staff, then a positive outcome is seen in customers retention in a particular restaurant. Problem Statement Service quality is a vital strategy for any restaurants, success and repeat business and it has long been defined by adopting a rather more customer-oriented view and not by the restaurateur-oriented (Saleh and Ryan, 1991). Customer is the key role in any business, without any customer it is difficult to do business. It is necessary to work closely with your customer. As customers can also create your business, thus, customer is the major part of business and also in the market. Business runs through customer, without the customer there is no business. Due to the increasing competition with other restaurants and quality-conscious customers, it is vital to carry out this research. There is a need for further improvement in order to face the competitors and meet the increasing customers expectation concerning quality. Based on the actual service quality performance of KFC, it is important to identify if customers are satisfied with the current situation and are likely to retain at KFC or switch to other competitors. Also, to find out the factors of service quality that leads to customer satisfaction and retention. From the above reasons, it is important that the service performance meets or exceeds customers and their expectation, the customer will be satisfied. Service quality is an antecedent of customer satisfaction. Therefore, this warrants a study to assess the customers expectation and perception, examine its discrepancy gaps and the service quality dimensions that influence customer satisfaction and retention. Research Objectives -To determine customers expectation and perception level towards service quality. -To identify the discrepancy gap between customers expectation and perception level towards service quality. -To identify the SERVQUAL dimensions which have an influence on customer satisfaction and retention? Research Questions -What is customers expectation and perception towards service quality? -What is the discrepancy gap exist between customers expectation and perception towards service quality? -What are the SERVQUAL dimensions which have an influence on customer satisfaction and retention? Aims of the study This study is to find out whether the service dimensions have an impact on customer satisfaction and retention at KFC by using the SERVQUAL Model by Parasuraman, Zenithaml, and Berry (1988). It will also explore the service aspects that affect and influence customer satisfaction and retention. Significance of the study This study will act as a practical guideline for KFC, especially for the management and the front line employees which may increased a higher level of customer satisfaction in the near future. The results of this quantitative assessment of service quality may provide some insights into how customers rate the service and assessed customer satisfaction at KFC. The outcomes will utilize as a basis to improve their existing service quality or to develop a new one in order to meet with the customers needs and satisfy them. Furthermore it will help KFC managers to know if they are providing services according to the norms established by customers. The management will be able to come up with a strategy for upgrading their service quality which will definitely lead to customer satisfaction and retention. All these views of customers will help KFC to remedy problems if there are and maintain their service quality. Phases of the discussion Introduction In the first chapter, the problem area is discussed with a deeper understanding regarding the research. The problem discussion ends with a research objectives and questions. In the end of this chapter, the contributions of this research are also presented. Literature Review In the literature review, the service qualitys impact on customer satisfaction and retention is discussed with the following purposes of assessing customers expectation, customers and employees perception, identifying their gaps and the influencing service quality aspects. Research Methodology ************************************* Analysis ************************************************* Conclusion and Recommendation ******************************************************** Conclusion The first chapter provided us a background to the outline of the dissertation. It contained the research context, which is, identify the problems, and establish its aims and its objectives, set out the research questions and finally present the outline of the study. Chapter 2- LITERATURE REVIEW 2.1 Introduction This chapter will give an overview of literature and models that presented by writers and journalists. It will support the research objective presented in the previous chapter. The chapter will elaborate the concepts of service, service quality, customer satisfaction, customer retention, service quality dimensions, the gaps and others. 2.2 Fast Food Industry The fast food industry is also known as Quick Service Restaurants (QSR) and has been serving delicious food for as long as people lived on. The fast food generally refers to the food served to customers in form of packaged for takeout or on the spot with minimum preparation time. The Mauritian fast food industry was primarily started with the famous dholl-puri and is still in great demand. But, due to globalization, the fast food industry has gradually breakthrough the Mauritian lifestyle. The consumer demand has evolved as they demand for a variety of food in a comfortable, stylish place and for busy people a quick bite at all times of the day. Today, these products form part of the Mauritian lifestyle and culture. People look for the convenience in order to improve their lives and productivity. Recent studies have shown that one out of every two-and-a-half-meal today is eaten away from home (Kara et al 1997). The fast food industry is not without its challenges. There is an increased focus on the quality of food served in the fast food restaurants. But, in this fierce competition of today, the right marketing approach and application of service quality is vital to compete with competitors as well as retain customers. The fast food industry is large and diverse in itself with lots of opportunities that challenge is being answered with new offerings and strategies to lure consumer back in. In the new emerging fast food industry, KFC is expanding in accordance with the customers demand despite the environmental problems and provide its potential to give a meal in a pleasant atmosphere. Jang Namkung (2009) proposed three factors: service and product quality as well as the atmospherics element are considered as the main restaurant attributes affecting the perceived quality of customers experiences at a restaurant. The total dining experience in a restaurant is comprised of not only food itself, but also the atmosphere (physical aspects) and the service provided. Thus, the fast food industry is based on the principles of quality food served fast and requires fast-reaction solutions to customers needs if they want to satisfy and retain customers. 2.3 Service There are many definitions concerning the concept of service by researchers. The term service was describe by the author Gronroos (1983) as: An activity or series of activities of more or less intangibles nature that normally, but not necessarily, take place in interactions between the customer and service employees and/or physical resources or goods and / or systems of service provider, which are provided as solutions to customer problems. Another definition was given by the author (Payne, 1993) said that service is Any primary or complementary activity that does not directly. Produce a physical product that is, the non-goods part of the transaction between customer and provider. Whereas Kotler et. al. (1999) is of opinion the service is regarded as any activity or benefit that one party offers to another which is essentially intangible and does not result in the ownership of anything, and it may or may not be tied to a physical product. Normally, lots of people are involved in a s ervice process and it is tough to do an analysis of service or to duplicate the same service exactly. In today market, products heavily rely on its service to acquire competitive advantage and to satisfy customers needs. Each authors mentions service as an exchange between the service provider and customers as well as its intangibility nature. The most vital point is simply the participation of the customer in the service process. KFC provides quality product and service with full customers interaction. 2.4 Service Quality In the service industry, service quality has become a crucial tool. Practitioners are more interested in the concept of service quality which has an advantageous effect on the outcome performance for the company. Service quality is a critical element of customer perceptions as well as in determining customer satisfaction. Various experts have defined service quality differently. Parasuraman et al. (1985) proposed a formal definition of service quality as the degree and direction of discrepancy between customers service perception and expectation. Satisfaction occurs when the expectations meet or exceed the performance level whereas customer dissatisfaction occurs when the expectation is below the perceived quality. Asubonteng et al. (1996) defines service quality as the extent to which a service meets customers need and expectation. Hooley, Saunders and Piercy (2004) A prime factor in differentiating the product or service from that of competitors is quality. Quality concerns the fit ness for purpose of a product or service. For manufactured products that can include the durability, appearance or grade of the product while in services it often comes down to the tangible elements of the services, the reliability and responsiveness of the service provider, the assurance provided of the value of service and empathy, or caring attention, received. According to these authors, the service quality is normally the customer perceptions and the organizations activities together with delivering quality service that matched to customer expectations on a consistent basis. Service quality is a key survival of all restaurants as it is the most powerful competitive weapon that can be used against competitors and to attract as well as to retain customers. These authors highlights that two main factors affect the quality of a services, that is, expected service and perceived service. 2.5 SERVQUAL Approach The SERVQUAL framework has come up for the purpose to improve service quality in services and retailing organizations as it has suggest that customer satisfaction is based on multiple factors rather than one. The SERVQUAL method was developed by Parasuraman et al. in 1988 as a technique used to perform a gap analysis of an organizations service quality performance against customer service quality needs. Parasuraman et al. (1988) came up with five dimensions (grouped with 22 attributes) to measure service quality which is responsiveness, assurance, tangibility, empathy and reliability. The SERVQUAL instrument is regarded as a reliable method of measuring service quality (explore customers expectation and perceptions), which in turn leads to a measurement of customer satisfaction. Internationally, KFC already have a service quality assurance team for regular surveys with a theory known as CHAMPS (consist of cleanliness, hospitality, accuracy, maintenance, the standard of product quality plus service speed). This is to evaluate the customers experience whether they are satisfied or not with the products and services. In Mauritius, KFC has already executed the theory of service quality and conduct survey concerning the services. Thus, in the study, the SERVQUAL method will be used for further research work. 2.5.1 SERVQUAL Dimensions In 1985, Parasuraman et al. has identified ten determinants for measuring service quality which are as follows: responsiveness, reliability, access, competence, courtesy, credibility, communication, security, tangibility and understanding or knowing the customer. Later, in 1998, Parasuraman et al. refined the model to the useful acronym RATER:- Reliability It is defined as the ability to perform the promised service dependably and accurately or delivering on its promises (Zeithaml et al., 2006, p. 117). It is one of the most important service components for customers as it implies doing it right the first time. The service organizations need to keep its promise and maintain an error free record. The reliability factors are efficiency in the billing system, consistency in serving customers, and the staff performs tasks that have been promised to guests and well trained staff. For the food beverage industry, reliability can be interpreted to mean fresh food delivered at the correct temperature and accurately the first time (Andaleeb Conway, 2006). In the Mauritian context, KFC has its own training center recognized by the franchisor for their staff. The chicken is prepared on the spot and they make sure that the service delivery is consistent and timely. The most significant policy of KFC is evaluating the customers experience with its service, whether they are satisfied or not. They can also put their comments and suggestions for further improvements of the products and services of KFC. Assurance Assurance is defined as the employees knowledge and courtesy and the service providers ability to inspire trust and confidence (Zeithaml et al., 2006, p. 119). The assurance factors are staffs knowledge about the menu, safety, security, trustworthy and friendly staff. Customers are more likely to use tangible evidence to assess the assurance dimension such as awards or special certificates which give a new customer confidence. KFC has achieved National Quality Awards and have a Hazard Analysis Critical Control Point (HACCP) program is implemented in order to identify, evaluate and control any physical and environmental hazards in the work place. And the logo of HACCP is visible in every restaurant as an assurance dimension. Tangibility Tangible is defined as the physical facilities, equipment, staff appearance and others. In accordance with the author, Zeithamal et al. (2006) this dimension is comprised to the current appearance and shape of the cutlery, the restaurants interiors decor, silverwares and the uniform of the staff, the layout and appearance of the menu list, restaurant signage and advertising campaign. Tangibles are used by firms to convey image and signal quality (Zeithaml et al., 2006). Customers use this dimension to evaluate the quality. KFC has its own evidence of its service in terms of products, packaging, printed and visual marketing materials, websites, and staff appearance, virtual evidence of handling queries and feedback through Facebook and other online services. Empathy Empathy is the extent to which caring individualized service is given to a customer. The customer is treated as a king. Many small companies use this ability to provide customized services as a competitive advantage over the larger firms (Zeithaml et al., 2006). The empathy components are willingness to handle requests, give individualized attention to customers, and show enthusiasm to serve and to answer to all queries accurately. Empathy may be important to ensure customer loyalty as the server knows how the customer likes his or her food prepared. In return, the customer is easily approach and spell out their needs to the service provider. If a company looks its customer as an individual, as result, the company will come out as a winner. KFC take care of each individual customer by providing the meal according to the customer requirement. Such as, a meal can be upgraded by adding cheese, pineapple, tomato, plain or spicy chicken as per the customers taste. Before launching a new product, KFC take care of its customers opinion into consideration through Facebook and keep continuous communication with the customer through regular survey. Responsiveness Responsiveness is defined as the willingness to help customers and provide prompt service (Zeithaml et al., 2006, p. 117). The responsiveness factors are short waiting period for the service delivery, attend complaints quickly, availability of staff when needed and restaurants action upon customer suggestions. In order to be responsive, a service provider has to determine how long it would take to get answer or to solve a problem. To be successful, companies need to look at responsiveness from the view point of the customer rather than the companys perspective (Zeithaml et al., 2006). This dimension captures the notion of flexibility and ability to customize the service according to the customer needs. KFC handle complaints quickly especially through Facebook and the staff are willing to help customer as well as keeping in mind for short waiting period in service delivery. 2.5.2 Service Quality Gaps Model In 1990, Zeithaml, Parasuraman and Berry have developed a survey instrument to measure the gap between customers expectation for excellence and their perception of actual service delivered. The SERVQUAL model uses the terms that describe one or more determinants of a quality service encounter. Gronroos (1982), Lewis and Booms (1983); Parasuraman et al. (1985) have the same opinion that the most frequently used approach to measure service quality is SERVQUAL to compare the customers expectation prior to the service encounter and their perception after the actual service delivery. Basically, there are seven principal gaps in the service qualitys concept, out of which Gap 1, Gap 5 and Gap 6 are more associated with the external customers as they have a direct relationship with customers. Figure 2.1: SERVQUAL or Gaps Model (Zeithaml Parasuaman Berry 1988 Gap 1: Management perceptions of consumer expectations and Customers expectations and It is the knowledge gap which portrays the difference between the management beliefs about customers, expectations and what customers actually need and expect. This gap happens when there is insufficient flow of communication upwards, lack of marketing research orientation and too many level of management. Gap 2: Management perceptions of consumer expectations v/s service specifications It is a policy gap where a difference occurs between management perceptions regarding customers expectations and service specifications are set for service delivery. The reasons for this gap are unfeasibility, inadequate commitment to service quality and task standardization as well as an absence of goal setting. Gap 3: Service quality specifications opposite service delivery It is the difference between the service specifications and the service delivery teams actual performance on these specifications. The gap is a result of poor employee-job fit, lack of perceived control and lack of teamwork. Gap 4: Service delivery v/s external communication to customers The communication gap is the difference between what the company communicates and what is actually delivers to the customer. It is due to inadequate horizontal communications and propensity to over- promise. Gap 5: The discrepancy gap between customers expectations and customers perceptions of the service delivered It is the difference between what has actually delivered and what customers feel they have received. Customer expectations are influenced by the extent of personal needs, past service experiences and word of mouth recommendation. The difference occurs when customers are influenced and service provider has shortfalls. Gap 6: The discrepancy gap between customer expectations from the service provider and employees perceptions of consumers expectations The service quality gap is what the customers expect to receive and their perception of the service that is actually delivered. There is a difference in the understanding of customer expectations by front-line service provider. Gap 7: The discrepancy gap between employees perceptions and management perceptions of consumers expectations This gap is mainly an internal difference in the organization such as differences in understanding of customer expectations between management and employees. 2.6 Customer Satisfaction Customer satisfaction is the heart of marketing. Customer satisfaction is the customers evaluation of the service or product against if their needs and expectations are meant. For any restaurant, customer satisfaction is more important as it forms a part of marketing. In past years, customer satisfaction was not that important but today it is the most important issue in term of the most reliable feedback for a restaurants excellency. Richard L. Oliver (1997, P.13) define customer satisfaction as Satisfaction is the consumers fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provides a pleasurable level of consumption-related fulfillment. Customers satisfaction is highly influenced by their characteristics, their emotional responses and their perceptions of equity. As Kotler (2000, p.36) defined that satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or ou tcome) in relation to his or her expectation. If the performance didnt meet the expectation of the customer, then dissatisfaction will occur. If the performance exceeds the customers expectation, then satisfaction will occur. If the performance exceeds more than expected, then the customer will delighted. In the context of customer satisfaction, Johnston and Clark (2005) have describe it as Service as the combination of outcomes and experience delivered to and receives by a customer. Customers therefore judge the quality of the service on the experience as well as the outcome. Due to current competitive edge, customers are abreast with the fact of product quality and every service provider is interested to satisfy customers needs and wants. All of three authors explain customer satisfaction as a bunch of desired expectations of a customer that has been fulfilled by the service provider. But, Richard L. Olivers definition is more applicable in this research work which emphasis that satisfaction is based upon service itself. KFC take care for its customer satisfaction by providing an online questionnaire on its website regarding customer satisfaction. 2.7 Customer Retention Lovelock (2004) illustrates importance of customer retention The hardest part of a business is customer retention. If a company does not retain its customers, inevitably it will fail. Marketing essentially means keeping customer loyalty. In order to have a good lifetime value of customers, an organization needs to have good strategies to retain them and arouse loyalty within them for lifetime. Laura Lake (2010) defined Customer retention is not only a cost effective and profitable strategy, but in todays business world its necessary. This is especially true when you remember that 80% of your sales come from 20% of your customer and clients In the starting point of a business, customer retention is very important as the cost involved in attracting new customers are five times higher than retaining an existing one. Hill and Alexander (2006) defined It is becoming accepted that there is a strong link between customer satisfaction, customer retention and profitability. By fulfilling cust omer expectation, an organization provides all service according to the customers preferences and in return, the customer is loyal to the organization. It makes profit for the organization and organization has to retain by providing continuous good services, better customer satisfaction and that will be profitability for the organization. So, organization has to make strong relation with customers as high rates of customer retention are a competitive weapon against its competitors. By having a questionnaire always on the website, KFC is trying to take care of that small segment of customers who are satisfied or dissatisfied with its service quality. In this way, KFC tries to retain those happy customers than losing them. 2.8 Customers expectations and perceptions 2.8.1 Customers expectations Customer expectations are increasing day by day and demanding for quality products and services; therefore expectations play an important role in the formation of customer satisfaction. The term expectations really matters to companies because they want to know what customers expectations are. According to Oliver (1981) à ¢Ã¢â€š ¬Ã‚ ¦ expectations are consumer-defined probabilities of the occurrence of positive and negative events if the consumer engages in some behavior. Customers form their expectations from their past experience, friends advice, and marketers and competitors information and promises. Organizations in order to keep expectations from rising, they have to perform services properly from the first time (Parasuraman et al. 1988). There is tendency that if a service is not delivered as promised, thus the customers expectations are likely to rise in the next encounter. Expectations serve as reference points in customers assessment of performance (Cronin Taylor, 1992). Th e purpose of trying to understand customers expectations is trying to ensure that service can be designed and delivered in order to meet those expectations. If the operation meets the expectations, or indeed exceeds them, then customers are satisfied with the service. If they are satisfied they are more likely to become valuable customers who not only use the service again, but are positively disposed towards it and may even recommend it to other Johnston and Clark (2005). Therefore, the perceived service quality is viewed as the difference between consumers perceptions and expectations for the service provided. 2.8.2 Customers perceptions Mc Kenna (2000) is of opinion that perception is a vital process in a persons life where he or she has to manage and interpret a situation or an event to define a particular respond. Service firms must understand the concept of service quality from the point of view of the customer, not from the view point of the service firm or service provider. Besides, customer perceives services in the response to quality pertaining to the service and the extent to which they are satisfied with the overall service with their experiences (Zeithaml and Bitner 2003). The customer satisfaction is determined by the customers perceptions and expectations of the service quality. Customer perceives services in terms of the quality of the service and how satisfied they are overall with their experience. The customers perception varies from customer to customer and each one has different beliefs towards the services that play a crucial role in determining customer satisfaction. Therefore, customer percepti on and customer satisfaction are very closely linked together, because if the perceived service is close to customers expectations it leads to satisfaction. Satisfied customers provide recommendations; maintain loyalty towards the company and customers in turn are more likely to pay price premiums (Reichheld, 1996). As such, perceived service quality is a key component of customer satisfaction. 2.9 Relationship between service quality and customer satisfaction A great emphasis need to be heightened on service quality and customer satisfaction. In old times, customers were not concerned about quality and their satisfaction does not have such importance. But, today,

Human Resource Mangement Essay -- Personnel Management

Human Resource Mangement Describe and critically evaluate the key factors that shape the role and practices of the HR/Personnel function within an organisation with which you are familiar. On the basis of your analysis identify the main HR challenges currently facing this organisation. Relate your analysis to appropriate literature. Introduction People are an important and expensive resource to a business. This asset has the capacity to be highly productive and generate revenue for the firm, but it also requires much attention and maintenance. When the direct costs of employment are added to the indirect costs of recruitment and selection, training and development, the organisation's investment in an average full-time employee can exceed  £100,000 in a short space of time. Therefore one of the fundamental factors is how to attract the right employee and retain their services, gaining efficiency throughout. Before answering the first part of the question â€Å"Describe and critically evaluate the key factors that shape the role and practices of the HR/Personnel function within an organisation with which you are familiar†, the differences between HRM and the older style ‘Personnel Management’ requires defining. Human Resource Management HRM can be defined as any part of the management structure that relates to people at work. It involves everything from recruitment to training to performance appraisal and overall employee welfare. HRM is originally an American management term that has taken over from the more restrictive 'Personnel Management', and denotes a more proactive and business-focused role, with an emphasis on good communication and staff commitment, more flexible work practices, and performance-related reward systems. http://www.leavingcert.net/. Once considered a more peripheral activity, HRM has now moved to the core of the business. The author’s own perspective of this assignment is delivered from within the steel industry. An employee in middle management with a history of working from grass roots to Manufacturing Manager over a 10 year period within the Basic Oxygen Steel making plant (BOS). A plant where the iron from the Blast furnace iron is refined and then re-alloyed to be supplied at the correct time temperature and specification to the Continuously Cast plant (CONCAST) where semi-finished products are ... ...emphasis on good communication and staff commitment, more flexible work practices, and performance-related reward systems as opposed to Personnel Management These philosophies are carried out by the first line management, which begs the question, â€Å"Have the lesser experienced plant personnel carried out a process that has inherently been carried out by trained professional HR managers and got the numbers wrong, furthermore, was it implemented correctly? Overall because of the reduction in numbers within the HR department, Plant managers and Line managers are now carrying out many tasks and the HR department have a significantly lesser role in the organisation. With no forecast of any change in philosophy and increase in expenditure then the situation is unlikely to change. The input of an active Trade Union and informed official needs to be considered, there is a definite need for both and the HRM department must ensure that a relationship continues. Bibliography: Human resource Management, A Contemporary Perspective, 2nd Edition, 1997. Ian Beardwell and Len Holden. Human Resource Management, ‘Rhetoric’ and Realities’. Karen Legge http://www.leavingcert.net/

“Demon in the Freezer” A Book Report Essay

â€Å"Demon in the Freezer† by popular virus expert Richard Preston is the third book in his ‘trilogy of death.’ After zooming in on the dangers of Ebola virus in his best-selling book â€Å"The Hot Zone,† and bioengineered monkey pox in â€Å"The Cobra Event,† Preston shifts the focus to the lurking threat posed by the deadly smallpox virus in the event that it becomes the new weapon of choice among terrorists dabbling in chemical warfare.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The book is premised on an alarming but very real possibility – the vulnerability of America and the rest of the world to biological weapons at the hands of terrorists.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It all begins on the events of September 27, 2001, a Thursday, nearly three weeks after the terror attacks on the Twin Towers of the New York World Trade Center and the Pentagon. Photo retoucher Robert Stevens begins to feel unwell and suffers from flu-like symptoms after he takes his family hiking in North Carolina. He starts to vomit profusely and soon develops a high fever, convulsions, and slips into a coma before succumbing to a fatal breathing arrest. Medical experts diagnose the cause of death as inhalation anthrax, alerting Army officials into action. More poisoned letters are discovered and the victims are rushed into bivouac units, forcing authorities to confront the worst – could the anthrax, non-communicable and treatable with early diagnosis, be laced with something far more deadly – the fatal smallpox virus?   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   After narrating the anthrax attacks on Sen. Tom Deschle’s office in October 2001, Preston makes a temporal jump (one of several in fact) to cover a smallpox outbreak in Germany back in 1970, courtesy of the man Peter Los, who in his youth has gone traipsing halfway around the world in Afghanistan, India and Pakistan in pursuit of the hippie ideals of the ‘60s. Preston then proceeds to describe the prehistoric origins of smallpox as far as the early river valley civilizations of Egypt and Mesopotamia.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Then he propels back to the ‘70s as he retells the smallpox eradication campaign led by medical doctor Donald Ainslie (DA) Henderson, then director of the World Health Organization’s Smallpox Eradication Unit from its inception (1966) to 1977, just before the last known reported case occurred.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Henderson is passionate about getting rid of the virus: â€Å"What we need to do is create a general moral climate where smallpox is considered too morally reprehensible to be used as a weapon. That would make the possession of smallpox in a laboratory, anywhere, effectively a crime against humanity. The likelihood that it would be used as a weapon is diminished by a global commitment to destroy it. How much it is diminished I don’t know. But it adds a level of safety (Preston, 2002, p. 54).â€Å"   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   A Soviet epidemiologist also deserves credit for jump-starting the modern effort to eradicate smallpox – Viktor Zhdanov – who called for its global eradication at the 1958 World Health Assembly annual meeting. This was subsequently endorsed by President Lyndon Johnson in 1965 in a political move to improve American-Soviet relations, and D.A. Henderson found himself heading the World Health Organization’s new Smallpox Eradication Unit. And the rest of the eradication campaign became one of the greatest feats in public health history.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Preston now turns to an examination of the Soviet biological weapons program in 1989, after Soviet biologist Vladimir Pasechnik defected to Britain and confirmed that the USSR had biological missiles targeted at the United States. This infuriated then British Prime Minister Margaret Thatcher and US President George Bush, who confronted Soviet leader Mikhail Gorbachev. In response, Gorbachev allowed a small, secret team of weapons inspectors to tour the Soviet’s bio-warfare facilities for their Biopreparat program. These American and British inspectors were alarmed by what they discovered: Russian scientists were testing and experimenting with smallpox at their bioweapons facility at the Vector virology complex in Siberia, in violation of the WHO rules. This was denied by Soviet authorities.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   For top UDAMRIID scientist Peter Jahrling, the demon in the freezer has been set loose, with illegal stocks of the smallpox virus in possession of rogue states like Iraq and North Korea almost a certainty. The thought of biologists in secret labs creating new strains of the virus into a ‘superpox’ variant resistant to all vaccines is enough to sent chills down virologists’ spines. Jahrling is leading a team of scientists in controversial experiments with live smallpox to develop vaccines and help counter what the bioterrorists might be cooking up.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The author views the subject of bioterrorism as a very real, urgent and alarming threat to national security, and the fate of humanity on the whole, given today’s mobile world where a smallpox outbreak could spread as fast as wildfire across countries all over the globe.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Following the events after 9/11 and the anthrax terror, Preston highlights the new world order: the urgency to safeguard civilization from these new menaces. Smallpox is recognized as the new supreme bioterror menace, given the disease’s potential to cause human agony, its capability for fast and easy transmission, and ultimately its lethal character. Anthrax pales in comparison as direct contact is unnecessary for smallpox to spread – all it takes is for the virus to travel through a ventilation system. Immunity from the disease through vaccines introduced decades ago effectively vanishes, and if released in today’s very mobile world, it would easily overwhelm mankind in dreadful waves. Preston succinctly captures the menace of smallpox, without resorting to hyperbole: â€Å"Smallpox is explosively contagious, and it travels through the air. Virus particles in the mouth become airborne when the host talks. If you inhale a single particle of smallpox, you can come down with the disease†¦ Then the illness hits with a spike of fever, a backache, and vomiting, and a bit later tiny red spots appear all over the body. The spots turn into blisters, called pustules, and the pustules enlarge, filling with pressurized opalescent pus. The eruption of pustules is sometimes called the splitting of the dermis. The skin doesn’t break, but splits horizontally, tearing away from its underlayers. The pustules become hard, bloated sacs the size of peas, encasing the body with pus, and the skin resembles a cobbled stone street. †¦The pain of the splitting is extraordinary. People lose the ability to speak, and their eyes can squeeze shut with pustules, but they remain alert. Death comes with a breathing arrest or a heart attack or shock or an immune-system storm, though exactly how smallpox kills a person is not known (Preston, 2002, p. 44).†   Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The sociological consequences on account of the issue of bioterrorism are manifold and far-reaching. There is of course the issue of power relations among nations, particularly in the case of the arms race between the United States and the USSR during the Cold War which brought to the fore the threat of nuclear annihilation and bio-chemical warfare. Though the Soviet bloc has crumbled, other rogue states, e.g. North Korea, Cuba and Iran, are more than ready to threaten and challenge the United States for military supremacy, and might even be developing new weapons of mass destruction no longer limited to nuclear warheads but utilizing as well deadly pathogens and viral strains.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Preston spends much time in the book discussing current efforts of the American scientific community to research smallpox in the hope of better combating bioterrorism. It is important to note, as Preston does, that the people leading the fight to destroy smallpox, though well-trained, was still mostly a ragtag group of scientists and medical doctors with the firm conviction that smallpox could indeed, and should be annihilated from the face of the planet.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Perhaps his discussion of the current research on smallpox would prove more relevant as he provides a detailed description and analysis of the conflicts and controversies surrounding the project – from securing approval and the go-ahead signal from top government officials to the personal conflicts and issues the personalities involved in the research have had to face. The primary concern centers on the perceived lax security at the two worldwide biomedical installations, one in Atlanta and the other at Siberia, and their conviction on the very real threat of bioterrorism which could strike anytime and claim so many lives, given the state of unpreparedness to counter such an attack.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Preston successfully connects the past (the impetus for eradication of the disease) to the future (current concerns on how to counter the virus). As situated within the new-world context of post 9/11, there is a pressing need for vaccine stockpiling, long advocated by top government virologist Peter Jahrling who had initially feared the lacing of the mailed anthrax spores with smallpox. He comes into conflict with D. A. Henderson, the current head of the Office of Public Health Preparedness, as he argues for the development of an antiviral agent for those who cannot receive the smallpox vaccine. Henderson thinks that Jahrling’s experimentation with smallpox in laboratory monkeys is a largely futile step in the wrong direction. The dean of John Hopkins School of Public Health Al Sommer has joined the fray, believing that Jahrling’s work provides an impetus for other countries to conduct their on experiments on smallpox, thereby â€Å"We could start an arms race over smallpox†¦ (Sommers as quoted by Preston, 2002).†   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   More disturbing is the revelation of the creation of a genetically engineered mousepox virus to which mousepox-resistant rodents are highly susceptible, intensifying the fear that unscrupulous scientists might have already created a ‘smallpox supervirus’ immune to current vaccines. Preston (2002) leaves us with this dire warning: â€Å"The main thing that stands between the human species and the creation of a supervirus is a sense of responsibility among individual biologists†¦The international community of physicists came of age in a burst of light over the sand of Trinity in New Mexico. The biologists have not yet experienced their Trinity.†   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The book’s main strength is that is a well-researched piece, and Richard Preston has proven himself a skillful writer with his vivid narration and matter-of-fact style allowing him to dispense with hyperbole.   The book succeeds in frightening its readers as it covers many interesting episodes. Although some may find the message of â€Å"Demon in the Freezer† grim and uncomfortable it nonetheless awakens readers to the true significance of chillingly real concepts, i.e. â€Å"weapons of mass destruction† and â€Å"bioterrorism.†   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   On the weak side, the temporal jumps in the narration give one the feeling of a disjointed read, as the two stories on anthrax and smallpox do not quite flow as smoothly and coherently as one might wish – the author fails to weave the story in such a way that there is an effectively riveting and seamless momentum – though each part is fascinating. At some point, there is also too much details to grasp and absorb, and to that extent the reader have to grapple with information overload, halting the usually rapid fire story-telling.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The main bias of the author is that he is of course writing from the American perspective, as the USA proves to be the eminent target of terror attacks. Thus, â€Å"Demon in the Freezer† appears to be an attempt to inform and warn Americans of the dangers they are currently facing from the threat of bioterrorism, and to some extent to influence authorities and make them realize the horrors – a global viral epidemic which could wipe out the world’s population – which might arise from inaction on the part of government and the scientific community:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   â€Å"A vaccine-resistant smallpox would be everyone’s worst nightmare come true†¦ We could be left trying to fight a genetically engineered virus with a vaccine that had been invented in 1796 (Preston, 2002).†   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   General Russell had this to add: â€Å"If smallpox really got going, people should be most concerned about a lack of effective leadership on the part of their government (quoted by Preston, 2002, p. 60).â€Å"   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   On a happy note, â€Å"Demon in the Freezer† provided the timely opportunity for me to get acquainted with the issue of bioterrorism and its related concepts – biological warfare, weapons of mass destruction, etc., which are obviously pressing concerns for humanity burdened with the threat of nuclear destruction and annihilation in a not-so-distant future. However, this remains to be the only experience I have so far with the issue of bioterrorism and specifically smallpox and anthrax, for that matter.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In terms of the need for further research, I think it should focus more on determining and mapping out the states which really have illegal strains of smallpox virus in their possession, in order to effectively prepare for any possible worse-case scenarios in the advent of a smallpox terror attack. Aside from smallpox, it might prove helpful in the long-run if scientists also map out other possible biological agents which might pose future threats to human security, and to explore the possibility of developing vaccines and other counter-measures. All of these proposed researches need to be conducted in the most stringent, up-to-standard manner possible, with adequate empirical grounding and in the most morally and ethically acceptable ways.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   I think in many ways (though it might be indirect), the reviewed work does relate to Sociology, with the latter in turn covering a wide array of fields involving human interaction and dynamics in the context of groups and societies. Political institutions and the ensuing dynamics and power relations governing these are discussed by Preston in the book, together with the issue of ethics in research, i.e. the controversy surrounding experiments with smallpox and other viral agents.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Perhaps it would prove useful if material from the book would be incorporated into class lectures, particularly the ethical aspects of research and experimentation with life –threatening organisms, the actual existence and lingering threat of biological warfare and terrorism, and how it is being met by existing social institutions.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Overall, I did found â€Å"Demon in the Freezer† an interesting read, though at times I had to really struggle with understanding all the concepts and trains of thought Preston had introduced in his narratives. It was informative at the same time, though at some point you would really realize how frighteningly real is the scenario the author is trying to relay to his audience. Reference: Preston, Richard (2002). â€Å"Demon in the Freezer.† New York: Random House.

Mill s Progressive Principles By David Brink Essay

In the book Mill’s Progressive Principles by David Brink, there’s a section of legal moralism, section 58. In which it talks about how Mill rejects legal moralism and a small portion of his debate with Lord Devlin. I this paper I shall agree with Mill that we should reject legal moralism. I will start with the summary of legal moralism, then I will continue with a small concept of the Devlin and Mill debate about legal moralism. Then I will move onto my critique, in which I will agree with Mill, that we should reject legal moralism. I will start with simple definition in order to understand the concept, then I will move on to the pros of legal moralism according to Devlin, then I will end with why we should reject legal moralism. Summary: Legal moralism is â€Å"the view that immorality as such can be permissibly criminalized; the view that the state may punish conduct merely on the grounds that it is immoral† (Swan). The section of legal moralism starts off with Feinberg and his rejection of legal moralism. Then Mill rejects legal moralism categorically. Mill brings up the â€Å"blue laws† which include, work on the Sabbath, prohibition on Mormon polygamy, temperance legislation, laws forbidding gambling and prostitution. In the book, Brink says if Mill wants to deny legal moralism, then Mill is committed by the sanction theory of duty towards legal moralism. Chapter 5 of Utilitarianism has some ideas of sanctions: â€Å"penal sanction, is the essence of law, enters not only into theShow MoreRelatedManagement Course: Mba−10 General Management215330 Words   |  862 Pagescycles and up-and-down fluctuations in profitability as those fixed costs remain firm, therefore requiring different approac hes to innovation in management. This is a world where even in established disciplines such as economics some of the founding principles, such as Adam Smith’s â€Å"invisible hand,† are being tested and reworked for the first time in more than 200 years. The traditional basic premise of volume production, which has driven manufacturing for decades—primarily economies of scale—is beingRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 Pagesand permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or you may fax your request to 201-236-3290. Many of the designations by manufacturersRead MoreHuman Resources Management150900 Words   |  604 Pagesof HR management at GE Fanuc and at Bank of Montreal has enhanced organizational competitiveness and success.1 4 Section 1 HR Management—Strategies and Environment â€Å" HR should be defined not by what it does, but by what it delivers. DAVID ULRICH Human Resource (HR) management The design of formal systems in an organization to ensure the effective and efficient use of human talent to accomplish the organizational goals. As human resources have become viewed as more critical toRead MoreStrategic Marketing Management337596 Words   |  1351 Pagesobvious of these are e-marketing, branding, the leveraging of competitive advantage and CRM. It is not intended that this should be used as an introductory text: we have deliberately assumed that readers will have had some prior exposure to marketing principles, if not to marketing practice. The intended market of the book comprises the following segments: âž ¡ Students reading for degrees involving marketing (especially MBA candidates and senior undergraduates following business studies programmes) âž ¡ Students