Explore the presentation of Nick as a narrator in the first three chapters of The Great Gatsby

Nick comes across as an unreliable narrator throughout the first three chapters of ‘The Great Gatsby’, especially during Chapter two at the party, where his use of ellipses suggests to the reader that his knowledge is distorted. Also, nick is unable to give an accurate account of what has occurred in the society he has become acquainted with before he moved to West Egg and therefore his insights into events are based on hearsay and rumours. Jordan has become a source of Nick’s intelligence, and he demands information from her at Gatsby’s party – about Gatsby himself – however he then goes on to describe her as ‘incurably dishonest’, casting doubt on everything she has said previous to this. Furthermore, Nick does not confirm whether the information he has been told is truthful or not, he merely states what he has been informed without expanding on this, thus it is unclear to the reader if Jordan is a reliable source of information . Nick himself is going through an internal conflict, implying that he cannot give an accurate, unbiased account of what is going on in other people’s lives. It is clear that he is struggling between two contrasting lifestyles – the pleasure-orientated, fast-paced life of New York and the conventional, fairly nondescript background he came from where, he believes, morality is still valued. This suggests that he is so concerned with his own problems that he cannot afford to think through the events of other people. Despite this, Nick seems drawn towards the garishly ostentatious lifestyle that he is introduced to at Gatsby’s party and appears to forget his morals and ideals – ‘on my way to get roaring drunk’; this story is set whilst prohibition was in place, and so to get ‘roaring drunk’ was to go against the law. This contradicts his earlier statement, ‘wanting the world to be in uniform’ which implies that he wants the strict discipline and uniformity of society during the Great War back, despite him participating in many activities that would strongly go against this – for instance, his drunken fiasco at Myrtle’s apartment. Incidentally, the morals he so strongly believes in are questioned through his meeting with Myrtle – she is Nick’s cousins husbands mistress and yet he seems to have no objection to their affair, despite the seemingly close relationship he has with Daisy. Furthermore, the ease at which he has adapted his characteristics is similar to the ease that the disciplined society of the Great War changed at its sudden abrupt end; although he is being critical about the changes that have happened since that point in time he is actually changing in the same way, thus emphasising his hypocritical mannerisms. Nick seems to have been caught up in the moral decay of the society; the only mention of his engagement is from Daisy in Chapter 1, and in the form of the ‘certain girl’ that played tennis at the end of chapter three, but the lack of detail given about her suggests that he doesn’t believe that fact to be entirely important – especially considering that Nick is writing about past events. Based on the romantic imagery that he uses – ‘one of those rare smiles with a quality of eternal reassurance’ – and the romantic ideals he appears to believe in, it seems out of character for him to skip over his engagement, thereby suggesting that he has been caught up in the moral decay within the society. Nicks character portrays something different to what Nick as a narrator thinks. Nick believes he is ‘inclined to reserve all judgements’, however he immediately contradicts this by stating he has been made ‘victim of not a few veteran bores’, reiterating his obvious hypocrisy. This is the narrator’s attempt to make the reader aware that although many opinions are not voiced, they are still there and various techniques are used throughout to novel to allow the reader to draw their own conclusion – especially symbolism. Whilst Nick realises that Tom, Daisy and Jordan are dishonourable people, he still spends a great deal of time with them, choosing to neglect their faults; it is more important for him to fit in with these rich, sophisticated people that to risk his friendship with them by pointing out their imperfections. It is this reservation of the truth that leads the reader to question Nick’s reliability and honesty, and it is also this that makes him conform to the majority of society; most people are dishonest and they sacrifice their honesty to fit in with the rest of society. Nick seems to be a bit of a wallflower throughout the first three chapters in that he doesn’t get involved in the events that are happening all around him and appears to blend in with the background. This is especially apparent in Chapter Two; whilst Nick is at Myrtle and Tom’s apartment he merely sits and watches everyone else in the room. It implies that he doesn’t have a mind of his own – he would rather sit and watch from the side-lines than actually get involved – and this is emphasised when Tom drags him off the train to meet Myrtle, ‘I followed him’. The valley of ashes appears to intrigue and repulse Nick almost simultaneously – this is made apparent through his use of imagery, ‘spasms of dust’. This is perhaps because, whilst Nick thinks that he has seen the ‘real world’ he has in fact only seen a shaded version of reality as he comes from a reasonably well-off background – implies through his great-uncle being able to send a ‘substitute to the Civil War’ in his place, which was something that only the rich could achieve. Part of Fitzgerald’s skill in ‘The Great Gatsby’ shines through the way he cleverly makes Nick a focal point of the action, whilst simultaneously allowing him to remain sufficiently in the background, thereby being able to comment on what events were unfolding; throughout the novel, Nick functions as Fitzgerald’s voice.

Technology and Health Play

As of today, technology plays a vital role in almost every aspect of human existence. In the same way, this research paper treats technology as a vital part of the full swing implementation of health information systems as the new way of addressing and managing health issues. Information systems by elementary definition is the integration of technology based components that is used for the collection, storage, processing and communication (transmission) of information (Britannica, 2010, p. n.pag.). This research paper integrates the same meaning in its discussions regarding the policy planning and implementation of information systems in the field of health. More particularly, this research paper strives to explain the Public Health Informatics Institute policy issues through its extensive discussions of information systems.The World Health Organization (WHO) stresses that the integration of information systems in health care profits many individuals. Even if the full swing use of in formation systems in health care is still far from being realized, most health institutions such as the WHO deem that the creation of health information systems will make the identification, addressing and implementation of health policies comparatively easier. Addressing endemic health problems can be more efficient, even before an outbreak is declared due to the simultaneous monitoring capabilities of health information systems (Eldis.org, 2010, p. n.pag.).Information systems allow performance data to be easily disseminated to communities and individuals allowing the creation of a more timely consciousness regarding health issues (Eldis.org, 2010, p. 1). The data from the information systems can be treated as the evidence base of health policy making; the precision of data in information systems allows policymakers to determine the issues needed to be addressed (Eldis.org, 2010, p. 1). Finally, information systems empower health institutions’ customers with the accountabili ty of their health institutions by making their transactions recorded and managed (Eldis.org, 2010, p. 1).The advantages projected with the blooming of health information systems can easily move health institutions to integrate their operations to information systems. However, such decisions cannot be easily made without a preliminary assessment of the current health industry’s policies and structures. The technological bias of health information systems creates a completely new dimension for the health care industry. Due to this, health institutions such as PHII oblige themselves to assess not only the practicability of such systems but also its feasibility to start with.PHII pushes for the issue of integrating information systems to the health industry by integrating it on existing health structures such as immunization registries. The integration of immunization registries to information systems insures that the registry will be efficiently managed without compromising the needed confidentiality of the population-based data of the registry (Saarlas, Edwards, Wild, & Richmond, 2003, p. 47).The policies of many health institutions toward health information systems are founded in the premises set by population based data such as immunization registries. The massive information needed to address even the smallest health problems can be found in population based health information (Hinman & Ross, 2010, p. n.pag.). In line with this, PHII pushes forth the integration of information systems in the health structure of immunization registries to insure that the structure can function at its optimum level. The new features of information systems are seen by PHII as the needed essentials to take the health care industry into a more efficient and accountable state. Conclusively, the integration of immunization registries is a start but not the end of the bloom of health information systems.BibliographyBritannica. (2010). Science and Technology: Information Syste ms. Retrieved August 4, 2010, from www.britannica.com: http://www.britannica.com/EBchecked/topic/287895/information-systemEldis.org. (2010). Health management information systems. Retrieved August 4, 2010, from www.eldis.org: www.eldis.org/healthsystems/hmis/index.htmHinman, A. R., & Ross, D. A. (2010). Immunization Registries Can Be the Building Blocks for National Health Information Systems. Retrieved August 3, 2010, from www.phii.org: http://content.healthaffairs.org/cgi/content/full/29/4/676?ijkey=GH9RmlBCqfpKA&keytype=ref&siteid=healthaffSaarlas, K. N., Edwards, K., Wild, E., & Richmond, P. (2003). Developing Performance Measures for Immunization Registries. Public Health Management Practice , 47-57.

Case Study of the Parish Church of Zejtun

Introduction What led the community to construct the Parish Church of Zejtun? Prior to the bing parish church of Zejtun, there was what is now called theOld Parish Church of Zejtun,or more normally known as theChurch of Saint Gregory, a mention name gained due to the presence of a statue of Pope Saint Gregory the Great situated near to the church. The inside informations refering the building of this church are unknown, but several architectural parts of the church indicate that parts of it were built in the 15Thursdaycentury while others have been constructed in the undermentioned century. By the terminal of the 17Thursdaycentury and the early old ages of the 18Thursdaycentury, the population of Zejtun has seen considerable growing. This growing resulted in the so parish church of Zejtun to go non fit for intent, therefore serious idea started to be made about the demand of a church which could function a turning population. The primary event that set on paths the thought of the building of a new parish church started all due to a ground that the so baronial 1s of the community strived to go good known. Therefore, with the want of going known and besides to be remembered for centuries, it was Gregorio Bonici who signed a contract which showed that a land known astal-Chasirawas to be donated to the church to function as the site to raise what would go the new parish church of A »ejtun. This contract can be said to hold been a really generous one, as the donated site, which besides had the advantage of being in the Centre of A »ejtun, could non merely be the topographic point for a new monumental church, but it besides had the infinite for a vestry, an oratory, and besides a broad church square. To reaffirm the importance that helpers gave towards their privation to be remembered during these ages, in the instance of the parish church of A »ejtun, apart from Gregorio Bonici there was before besides a nother citizen whom donated land to the church, but this land was considered as non being a preferred one due to the constrains it held and besides because of its distance off from the Centre of the town, which was truly of import at that clip since it had to function for the whole community at a clip in which there was no dependable manner of transit. Besides, the Testaferrata household, the inheritors of Gregorio Bonici, owned an communion table in the chief crypt of the church. But for baron Bonici this was non his last contribution, he wanted to be certain that this undertaking moved swimmingly and reached its’ phase of completion, therefore he continued to shoot money towards the funding of the undertaking up to a upper limit of 30 old ages after he and his married woman had died, as is found written in his secret will. hypertext transfer protocol: //www.A »ejtunparish.com/pages/r1/zepDart.asp? m=394 hypertext transfer protocol: //www.mepa.org.mt/A »ejtun The first measure to do this undertaking materialise saw its induction by the design of the celebrated designer Lorenzo Gafa’ . This can be seen in the trial study of Cocco Palmier of 1693, naming Lorenzo Gafa’ as the interior decorator of the program of the new church and which by that clip he had already started working on the eastern side of the church. Almost nil can be said sing the old ages that followed, as the consequence of research that has been made in this respect is that there are no studies on what was go oning and the advancement of the undertaking. Another of import point which leaves a nothingness when it comes to discoursing about the primary phases of building, an point which most likely has been lost, is the original set of programs of Lorenzo Gafa’ . The research done by Giulia Privitelli in her thesis ‘THE PARISH CHURCH OF ST. CATHERINE OF ALEXANDRIA IN A »EJTUN: AN ARCHITECTURAL APPRAISAL’has resulted in the determination of paperss located in the archives of the Cathedral Museum of Mdina, which although doesn’t consist of the existent programs of Gafa’ , there is a papers which lists three of import dimensions, those of the breadth and length of the nave, and besides the dimension of the transept. These dimensions are recorded inpalmiand although some disagreements can be found when it comes to change overing these dimensions to metres, they come truly close to the existent sizes. Taking as an illustration the length of the nave ( without the apsis ) , it is recorded as was supposed to be 182 palmi, which converts to 46.6m, of which there is a different of merely 1.9m from the existent size, measured as 44.5m. If we were to take these measurings as being what Gafa’s plans consisted of, the result would hold been a latin-cross form church, a signifier which was get downing to derive popularity with the Maltese community. With such information, it is normally understood that the bein g of other parts of the church, such as the side-aisles, were ulterior add-ons and non portion of Gafa’s original programs. It was the 25Thursdayof November 1692, when Gregorio Bonici and the remainder of the local community, have seen the grade of the start of the building on site, for a edifice that the locals of A »ejtun felt a great demand of. On that twenty-four hours, Bishop Cocco Palmier placed a medallion which exhibited his coat of weaponries, inside a lead box which was put at the foundation of the church. With the work of Guilia Privitelli, today we have a new position sing the architecture of the parish church of A »ejtun. Privitelli’s thesis, in contrast with the other antecedently published literature, does non merely take into consideration the early designs of Lorenzo Gafa and his artistic beginnings. The thesis takes into history ; the ulterior additions/alterations done to the church and how these additions/alterations have been affected by the already present construction. What has besides seldom been given adequate importance, is that several old ages have passed from when the undertaking started until it was wholly finished to the current signifier it is today. Throughout these old ages, the leading of this undertaking has been transferred from one individual to another, and with such alteration that already by itself brings a alteration in the manner the undertaking director thinks and plants, there is besides the factor of what became stylish and aesthetically mor e preferable at the clip of a certain building stage. When such factors are given equal importance in a published literature, so one can get down to do comparings sing the architectural designs and cosmetic inside informations that came out at different periods and under different undertaking directors. To give a farther different position, this paper will be laid out as if one doing a circuit around the parish church of A »ejtun, of which foremost the outside will be discussed and so the focal point will turn about the inside of the church. Outside As stated already earlier, the parish church of A »ejtun has the signifier of a Latin-cross, it is a church which has a size which is well bigger than those churches which have been antecedently built. One might believe that this thought of edifice in the signifier of a Latin-cross was due to the influences brought to us by the Knights of St. John. This is true, but there was besides an thought which emmerged from one of the most of import oecumenic council of theRoman Catholic Church, the Council of Trent. Although the council didn’t give instructions on the manner in which a church had to be built, it gave a form in which the chief altar-space had to be flanked by transepts which were normally made externally seeable. When discoursing about the parish church of Zejtun, one can debate about whether the church still holds a true typology of a Latin-cross or non, and this is chiefly due to the ulterior add-ons of the oratory edifice and besides the side isles which made the o utside of the church look wholly different so it was intended to be by Lorenzo Gafa.FacadeA characteristic which is frequently recognized sing the facade, is the proportion between the breadth and the tallness, in which the horizontality is greater than the breadth with a entire ratio of 1.51:1, composed of seven bays divided vertically in two equal parts ( while excepting the bell towers and the frontispiece ) . The verticalness gained through the usage of Doric pilasters on the lower grade and the Ionic pilasters straight above, which reach along the whole facade making the already celebrated seven bays, is lessened with the presence of uninterrupted entablature, therefore beef uping the already strong horizontality feature. It should be noted though that if we excluded the late extension of the sides, the facade would hold most likely consisted of merely the in-between three bays, therefore the sense of horizontality would hold been wholly non present with a tallness to width rat io wholly the antonym from the current bing facade. All three doors of the facade along with the two statue niches above the little side doors have a triangular pediment, while the stained glass window above the chief door has an arched pediment, besides it can be said that the frontispiece has a broken arched pediment. The frontispiece is made of a marble tablature written in the twelvemonth 1720, and it serves to mark the dedication of this church towards Saint Catherine of Alexandria. This frontispiece stands in the center of two statues, stand foring Saint Peter and Saint Paul, in which at first were the lone statues decorating the facade of the A »ejtun Parish Church. It was around the eightiess that the facade was besides ornamented with two other statues in the niches straight above the little side doors, allegorically portraying religion ( ‘Fede’ ) and hope ( ‘Speranza’ ) . Side-aisles It was around 1779 that the side-aisles of the A »ejtun Parish church were constructed, therefore traveling from the initial three in-between bays, to the current bing seven bays facade. At the clip during the 18Thursdaycentury, it was a known factor that churches wanted to portray a genuinely greater dominant visual aspect over the surrounding, therefore the easiest manner this could be gained, since besides the site permitted for such undertaking particularly in the instance of the parish church of A »ejtun, was the add-on of the side-aisles. The proposal for such undertaking wasn’t granted permission based on the thought that the church wanted to tag farther monumental laterality, but the issue of serious demand of sidelong support support was brought frontward based on the fright that there was the possibility that the nave could fall in. This was the idea of Giuseppe Bonnici together with a figure of designers. Although this big extension was certainly non wholly need ed to merely reenforce the nave supports, when the factors of ; viability, need for enlargement due to the turning community and besides the aesthetically pleasing visual aspect this undertaking could hold provided, were taken into consideration, the permission was to the full granted. This extension of the side-aisles brought with it several alterations, such as the little domes on the sides, which have the map of allowing visible radiation into the church along with the several stained glass Windowss on the sides of the nave. Besides there was the building of an arched buttress screen. This undertaking has normally been understood that it had been completed on the 3rdof May 1779 due to the fact that one can happen this day of the month engraved on one of the winging buttresses, which most likely was the last flying buttress to be built. Bell Towers What remains to be discussed when it comes to the west side of the church are the bell towers. It must be understood that even as said before, ab initio the facade of the parish church of A »ejtun was wholly different due to the fact that merely the nave was existing, though this doesn’t mean that there were no bell towers. When looking at the thickness of the transept walls, at their internal handbill walls it is noticed that these could hold been what remains of the bell towers that existed at the transepts. The architectural thought of making two bell oarsmans on the frontage was non really popular in the early seventeenth-century churches and Gafa’s subsequently church designs, but the Maltese were made to alter their head as this characteristic of a two-towered western frontage was implemented to the Mdina Cathedral. The ground for which the location of the bell towers of the parish church of A »ejtun was changed to the current place, is seen to be a forceful one, and the chief cause was due to the bad province in which the bell towers had ended. It is said that the component which air current forces from the north-west way. The figure of bells which have been placed in these bell towers goes up to fourteen, crossing merely over three hundred old ages. Today, the bell tower on the right houses the five to the full working bells, four of which have been produced in 2005, while another ( ‘Antonia’ ) was founded in 1947 and shill has a good tonal sound, all of which have been done by the British company John Taylor. Dome Although it has been said that the bell towers have been severely affected by the air current, up to the point of necessitating Reconstruction, on the contrary, at that clip the dome was still to the full structurally stable and didn’t demand to be changed or restored. But the current dome of the Parish Church of A »ejtun isn’t the original one which was designed by Lorenzo Gafa, alternatively, the old lantern-less dome had to be dismantled and rebuilt, based on the design of Joseph Zahra. It was in early 20Thursdaycentury that the original dome was deemed to be structurally non safe, and was therefore dismantled, with Zahra’s design taking over. Though the dome has been reconstructed ( while wholly non following Lorenzo Gafa’s design ) , the original dome membranophone has been kept. It can be easy noticed that the current dome design followed no geometrical order so as to do it a incorporate component together with the Lorenzo’s dome membranopho ne. The diameter of the dome has been recorded to be approximately 11.61m, merely about 0.04m less than the dome of the Mdina Cathedral. External Ornamentation Apart from the two rock sculptures stand foring allegorical figures of Faith and Hope which have already been discussed, one can happen another exclusion made to figurative sculptural ornament. On the North and south frontages of the church one can happen bull-like antefixa. These figures, although they are H2O spouts which have been modified, can be compared to the well-known â€Å"tongue-masks† , which are figures that are created so as to assist in maintaining off evil liquors. These type of â€Å"tongue-masks† , with broad and convex eyes and a level and widened nose have become widely popular in Malta during the stay of the Order of Saint John. During the early 19Thursdaycentury this sculptural tradition, together with its symbolic significance, started to lose its popularity within the Maltese community. Interior Upon come ining into the parish church of Zejtun, one can recognize the big proportions of the inside. When compared to churches organize the primary coevals, it can be said that the proportions of the parish church of Zejtun are of significant difference and the nave can be considered as a good illustration. The nave normally had an country which covered a span which was twice every bit long as it was broad, but in the instance of Zejtun’s church, the measuring ratio is 1:2.46, giving a stronger eastern impulse when standing on the interior. A greater nave tallness and internal light was obtained due to the attack adopted for the roofing system, which was introduced into the Maltese community by Francesco Buonamici. What can besides be noticed about the nave of the parish church of Zejtun is that it has a feature of continuity. This characteristic is present due to the Attic pilasters that follow the same perpendicular lines as those created by the elephantine pilasters at th e nave degree, making a strong signifier of integrity between the lower and upper portion of the church. During the clip in which the side-aisles were non constructed, the arches that open from the nave, integrated communion tables in them. These communion tables were subsequently moved backwards due to the extension of the side-aisles. All the side-aisles communion tables are composed in the same manner, built all in a niche-like composing, with the sidelong sides of these ‘niches’ decorated with pictures. One interesting characteristic is that they are placed within the thickness of the side-aisles’ walls, a characteristic which makes the side-altars different from the communion tables at the transepts and those of the choir. Some characteristics are common for all the communion tables of the church, even the chief communion table. All the communion tables are elevated by two stairss, keeping a symbolic significance that one must look or make upwards, doing the perceiver spiritually feel that there is a force which is much greater than him. Besides all communion tables have their ain, or portion between them, a cupola, in which instance the side-aisle’s communion tables have one cupola each, which is the same as those of the choir and the transepts, but of a smaller graduated table and which are less adorned. Eleven of the communion tables have a pleasing signifier of architectural and sculptural model, of which can be in some manner considered as being of a Baroque manner, although the communion tables of the choir and the transepts are a bit over-elaborated to be wholly considered as of the Baroque manner. Decision In decision, it can be said that when one Tours about and inside the parish church of Zejtun dedicated to Saint Catherine of Alexandria, one is touring a church of which throughout its building has fallen in the custodies of several interior decorators, most of which have influenced the concluding signifier of the church. The different custodies, and the old ages taken for the completion, have resulted in the building of a monumental edifice, a edifice of which certainly can break function as the new religious meeting topographic point for the community of Zejtun, and a memorial which the local community thinks that is the edifice which genuinely honours its dedication to Saint Catherine of Alexandria.

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Basing Sentencing on Retributivist Principles is the Most Effective Means of Producing a Less Punitive Range of Outcomes - Essay Example Retributive principle has had both supporters and critics. Many believe that retributive justice is the way to go as it brings justice to the victim and punishes the offender. But its critics argue that it is based on negative emotions such as revenge and does not contribute positively. It is backward looking and not forward looking. This debate has been on for a long time and many scholars and researchers have tried to address this issue. One of the main arguments supporting retributive justice is that it helps in reducing similar offences and injustices in the future. This essay revolves around this idea. The author of this essay believes that basing sentencing on retributive principles is the most effective means of producing a less punitive range of outcomes. This essay is aimed at justifying this ideology. In order to effectively justify the above, it is first necessary to understand retributive justice. And then the author argues why it is an effective means of producing less p unitive range of outcomes. Retributive Justice Retributive Justice is based on a simple concept that the wrongdoers or criminals must be punished and the punishment should be proportional to the damage caused. In simple words, people must get what they deserve. This means that a labour who works hard deserves to be rewarded while those who break the rules deserve punishment. Also everybody has a choice in the way they treat others. Hence, people only deserve to be treated the way they choose to treat others. It is on these simple ideas that the retributive principles are based2. The simplicity of the idea behind retributive principles is what has lead to the confusion over retributive justice and has attracted criticism. The basic requirement of retributive justice is that punishment is proportional to the crime and cases that are similar must be treated in the same way. Wrongdoers inflict harm and cause damage and hence the punishment and blame that they deserve must be in direct p roportion to the damage and harm caused3. Criticism of Retributive Justice Retributive principles have been criticised by many. One of the main criticisms of retributive justice is that it is backward looking. The retributivist theory does not look into the future but is only concerned about the crime committed in the past. Punishment is only looked from the perspective of a victim or the aggrieved party. Punishment according to retributive principles is a response to the crime and not a way to bring about social good (to the offender or the society). Critics of retributive principles take utilitarian views to support their argument. Utilitarian justice is forward looking and punishment is looked at as a tool to bring in social benefits. The severity of the punishment is not proportional to the crime but is with a purpose to reduce such crimes or offences4. Failure to take various factors such as social, economical, etc into account during imposing a penalty is another argument that critics use against retributive principles. That is if an offender is awarded with a penalty only based on the factor that it is proportional to the crime committed, then it might not be an effective one. For example, if a millionaire and an unemployed offender are both awarded the same penalty or fine based on the crime committed, then it might create an unjust situation. For the unemployed offend

The Interaction between My Birth Order and My Personality Essay

The Interaction between My Birth Order and My Personality - Essay Example According to Sulloway, the birth order of an individual ‘‘is a good predictor about one’s revolutionary creativity where firstborns are conservatives while the lastborns are more likely to become freethinkers’’ (Boynton 72). An individual’s personality is a replica of the strategies used by siblings in competing with each other, in securing a place in the family and surviving the tribulations of childhood. The Darwin’s theory is replicated in the family dynamics where ‘‘children use adaptive tactics to differentiate themselves’’. Based on the differences of ‘‘birth order, physical traits, gender and temperament; children define their different roles in the family. From Sulloway’s perspectives, some persons are born to rebel based on their birth order’’ (Boynton 72). This paper seeks to assess the impacts of my birth order as a firstborn in the family to my personality and is base d on the belief that I am the way I am due to interactions with my siblings and parents and my birth order. Generally, I am assertive, responsible, dependable and kind-hearted. Relationship between My Personality and Birth Order and Interactions with the Family I am an introverted sensing feeling judging (ISFJ) person judging from my results of a Human Metrics test I carried out. As an ISFJ person, I am a nurturer of others and this can be traced back to my childhood when I had to take care of my younger siblings whenever my parents were away (Human Metrics 1). I am kind-hearted and warm which I feel I learnt during my childhood as I always had to let my younger siblings have a share of presents brought by our parents before I could have my share. Moreover, I am and have always been willing to share what I have with my siblings. As I grew up, my parents shaped my personality given that they always required that I take care of my sibling in school and at home especially when playing. This made me come to value the good of all. According to Human Metrics, an ISFJ person lives in a world that is kind and concrete (Human Metrics 1). Moreover, they value cooperation and harmony and are likely to become sensitive to the feelings of others. This fits into my personality given that I feel that sometimes I get too protective of others which can be traced to my birth order and interaction in the family. This is supported by what Sulloway found where he argued that firstborns are defensive than children later in the family (Boynton 73). I am also assertive where I belief that my ideas are always varied and I always defend them to the end. This was also identified to be a character of firstborns by Sulloway and this may be attributed to the fact that firstborns have their ideas given much consideration and sometimes have to make decisions for the younger siblings. My sense of self confidence is usually high and get no problems whenever putting across my ideas. I belief th is can be attributed to the fact that from an early age, my younger siblings had much trust on everything that I tell them boosting my confidence. Moreover, my parents would tell the younger siblings to get guidance from me in case they set out to carry out a particular task. Consequently, from an early age I knew I had the desired skills and knowledge to influence and guide others. I learn a new idea best through practical

Haven't decided yet, need professional advice for it Dissertation

Haven't decided yet, need professional advice for it - Dissertation Example The researcher has used qualitative research methodology in order to address the key research problems. Theoretical arguments of various research scholars have been used in order to develop theoretical argument in the paper. Market research report on Chinese consumer behaviour towards Smartphone and previous research works on the topic have been used in order to conduct the qualitative data analysis. The researcher found that individual attributes such as cash back offer, EMI schemes, wide screen size, touch sensitivity, HD quality movie watching facility, gaming options, availability of applications, metallic body, practical usable functions in Smartphone can influence purchasing decision and brand loyalty among Chinese Smartphone users. Lack of use of primary data to analyze consumer behaviour regarding particular product attribute is major limitation for the study. Findings of this research paper can be used by future Smartphone marketers in order to enhance brand loyalty among Ch inese customers by influencing their purchasing decisions. Table of Contents Table of Contents 3 Chapter 1: Introduction 7 1.1. Purpose of the Research 9 1.2 Research Questions 9 Chapter 2: Smartphone Industry in China 10 Chapter 3: Literature Review 11 3.1 Introduction 11 3.2 Price 12 3.3 Design 13 3.4: Applications 15 3.5: Flexibility 17 3.6 Motivation 19 3.7 Conclusion 21 Chapter 4: Research Methodology 22 4.1 Introduction 22 4.2 Research Approach 22 4.3 Research Strategy 22 4.3.1 Phenomenology 23 4.3.2 Ethnography 24 4.3.3 Grounded Theory 24 4.3.4 Case Study and Literature Review 24 4.4 Philosophical Underpinnings 25 4.5 Qualitative Data Analysis 27 4.6 Ethical Consideration 27 4.7 Conclusion 28 Chapter 5: Analysis and Interpretation 28 5.1 Introduction 28 5.3 Price Benefits 35 5.4 Superior Design 36 5.5 Application and Flexibility 37 5.6 Motivation 40 5.7 Conclusion 41 Chapter 6: Conclusion, Recommendation and Limitation 42 6.1 Managerial Implications 44 6.2 Future Recommendati ons for Researchers 45 6.3 Limitations 45 Appendices 54 Appendix 1: Gantt chart 54 List of Figures Figure No. Figure Name Page No. 1 2004-2010 Sales of Smartphone in China 30 2 Smartphone OS Market Share in China-2011 31 3 Business Performance of Chinese Carriers 32 4 Mobile Phone Market Share in China 33 5 Smartphone Market Share in China 33 6 Smartphone Price Decline in China 34 7 Flexible Smartphone Use by Chinese Customers 39 8 Location wise Smartphone Use by Chinese Customers 40 List of Tables Table No. Table Name Page No. 1 Star Tinji i9300 versus Samsung Galaxy S3 38 Chapter 1: Introduction In recent times, advent of latest technologies have completely revolutionized the mobile phone manufacturing industry, marketer’s perception regarding use of mobile phone as potential marketing tool and most importantly consumer’s perception about mobile phone applications (Wei and Lo, 2006). According to Wei and Lo (2006), mobile phones manufacturers have transformed the mob ile phone from being a device for communication to a device which is capable of virtual mobility, able to personalize social interaction and able to offer multiple applications which can help customers to perform their task in more responsive and customized manner. From the technological perspectives, transformed version of mobile phones which is basically a multimedia machine is known as Smartphone. Wei and

Tim Burton and art Research Paper Example | Topics and Well Written Essays - 2500 words

Tim Burton and art - Research Paper Example Tim Burton’s controversial pieces in a myriad of forms of art add flair to the debatable position that the art culture continually gets attached to. It can thereby be correctly stated that making a contribution to the industry in the manner in which Tim Burton does is a unique package that any other industry would warmly welcome. In this discourse, a view of the career that Tim Burton has had in art industry is made in order to highlight the importance that individual artists uniquely add to the entire culture. The uniqueness of this artist is particularly given the center-stage in a number of reviews for four different art pieces. Perhaps one striking contrast in the personality of this artist in the discussion is the current profession, though still in art, which is a complete shift from his earlier forms of art works. An introduction to the artist’s cultural environment during his career and his profile enable a critical analysis on his works which ends in a conclusion on the general contribution to American culture in the tail end of the discourse. Artists’ style of work is largely influenced by the prevailing environment due to the close relationship that art and culture or social surrounding of a people. It therefor implies that something can be picked from an artist’s work to depict the form of influential waves prevailing in form of culture that the people in the artist’s community had. Tim Burton’s career commenced in the early 1980’s during which fine art experienced many changes. Tim Burton was brought up at a time when the movie industry was hitting the market and he particularly had a taste for film works. Interestingly revelations on his early life confirm his liking for films where he made the influence contributed to his spirited input in making his first film in 1971 when only 13 years of age. Film making industry influence assisted in bringing out the artist skills in the artist by triggering interest in film

Reducing Oil Consumption Essay Example | Topics and Well Written Essays - 750 words

Reducing Oil Consumption - Essay Example While much effort has been directed towards this cause, it is imperative to note that the challenge is still eminent and this calls for even greater effort considering that the United States is the largest consumer of oil in the world (Butts, 58). Higher taxes One economically efficient way of reducing oil consumption across the United States is to increases the tax on oil products. Indeed, there are always many opportunities for oil conservation by the public such as reducing mileage. However, many people do not care to follow such strategies since they can easily afford the oil. This strategy will help in reducing industrial consumption of oil and forcing people to be more economical with oil. Higher taxes would translate into higher prices for the oil and people would therefore strive to limit their consumption of oil as much as possible. This would even call for the use of oil alternatives in situations where it is possible. Efficient Transportation Transportation is one sector t hat consumes a great amount of oil in the United States. Considering that many people drive their own cars, it is expected that oil consumption is indeed high. Unlike Europe, the public transportation system in the United States is not well developed. Many people own cars and this greatly increases gasoline consumption in the country. In this regard, the public transportation system should be redesigned effectively. High-speed trains are an effective ways of reducing the use of gasoline in the country. These trains are powered by electricity and travel and very fast speeds. In the same way, the development of hybrid cars should be fast-tracked. Cars that use electric propulsion should be developed and mass produced. In this case, much of the road and air transport would be substituted by high-speed rails. These trends can further be used in freight transportation and this would greatly reduce the consumption of oil in the country (Woodside, 98). Oil Alternatives There has been much ongoing research on the use of biofuels as an option to the crude oil. Indeed, biofuels have been successful in countries like Brazil which placed much focus on its production. Considering that the transportation sector is a very large consumer of oil, biofuels would come in handy as an option to oil. The major challenge in this respect is the fact that vehicles that use biofuels are still few in the country. It is estimated that a combined use of biofuels and electricity in internal combustion engines can reduce the importation of oil by more than half. In the same way, other forms of renewable energy like solar and wind have not fully been exploited in the United States. The installation of more windmills and solar panels would provide much power that would reduce the demand for oil. The focus of these programs is therefore to provide cheaper energy options and educate the people on the need to use these options as opposed to oil (Woodside, 78). Research on renewable energy source s should be the major concern for policy makers as they would facilitate the reduction of oil consumption. Recycling While it might not seem much obvious, recycling is an important way of reducing the consumption o

Module 03 Employability and Professional Developments Assignment

Module 03 Employability and Professional Developments - Assignment Example 4 At present, I am working as a Logistic Officer in ‘Pharmacy of Your Choice’. I have acquired significant knowledge and experience in logistics. Time management is an essential skill in this profession. Transporting finished products to customer in a timely manner is essential in logistics profession. I have been required to handling information as well as responding to routine enquiries. I also make plans for meeting as well as making schedules for activities to be executed. I came to know the process on the basis of which work or tasks are executed for accomplishment of objectives successfully. I have acquired much experience in time management skill from my profession as a logistic officer where time is a main factor for better execution of operations. Decision Making and Problem Solving Handling daily queries, responding to information and data, selecting suitable solutions and ability to make proper decisions. 3 In this profession, I have acquired adequate knowledg e in decision making as well as problem solving abilities with various activities in relation to responding to routine queries. Moreover, I am also entrusted with the task of handing requests in relation to information and other data. ... Additionally, I manage supply inventories with sales and territorial sales personnel. Delegation Providing guidance and allocating tasks in accordance with expertise 3 I aid logistics manager with shipping activities which include separating orders on the basis of their shipment time. Moreover, I also coordinate and seek that the orders are properly packed by a team of 4 workers. I need to improve in this field i.e. delegation with the objective of coordinating the work activities so that they can be executed effectively as well as managing team efficiently. Motivation Improving creativity, building trust and encouraging team members to perform challenging tasks. 2 In this logistic profession, I and my four support workers, working as a team in order to accomplish the assigned tasks proficiently. In this regard, I provide adequate support to the team members to execute their tasks appropriately within a stipulated time frame. I need to improve my motivation skill so that I can encour age my team members to be more creative in executing challenging tasks. Additionally, with better motivation skill I will be able to build trust within team members. Coaching Guiding team members, listening skills and responding to requested queries 2 I am entrusted with the tasks of preparing schedules for meeting and handling request in relation to information as well as data. I guide my team members towards goals and objectives. I need to improve myself with respect to coaching skill with the objective of leading my team members as an efficient leader. Target Setting Determining objectives and goals of the organization 3 I have been engaged with various activities and interact with logistic

Growing Up on Fast Food Essay Example for Free

Growing Up on Fast Food Essay Most Americans have eaten at a drive-in restaurant, diner and/or fast-food restaurant in their lives. Customers frequent these establishments for its convenience and affordability. Part of the fast-food lure is to satisfy the body; another part is a family sitting down and enjoying a meal together. Many people back in the 1950s and 1960s did not understand food safety and its dangers. Food was cooked in butter or lard instead of Trans oils, vegetable oil or margarine that are used today. Foods in the past were loaded with fat and cholesterol, which made consumers early candidates for cardiovascular diseases, stroke and other health issues. Food may have tasted delicious, but that came with a heavy price. Consumers of today are more educated concerning the risks and rewards of eating out and how food is prepared. They still face similar obstacles as their parents and grandparents did generations ago. How is the food made? What ingredients are used in making the selected dish? Is the place where the food is grown/processed/made reputable? Any of the aforementioned questions that are answered in the negative should be cause for concern.   Recent examples in the U.S. include the peanut recall. In that case, the product was tainted at the manufacturing plant. The items were put out for mass consumption, and that decision lead to many people getting sick and others dying. The Peanut Corporation of America (PCA) voluntarily recalled peanuts that were manufactured in either Georgia or Texas for fear that consumers would be exposed to Salmonella poisoning. (FDA, p.1) Although the outbreak did not affect jars or peanut butter commonly found in supermarkets, the tainted supply went to institutions and other establishments. (MSNBC, Fast Food 2 p.1) This meant restaurants could have received the contaminated peanut butter. Where hundred of people were injured and a half-dozen people died from Salmonella poisoning, this could have been even more tragic if not for the recall. (1) The news becomes important since many restaurants offer peanut and jelly sandwiches on their kids menu. It is a comfort food for many people—for the young and young-at-heart. (Phantom Gourmet, 2009) Having that option taken away would have been tough for restaurant owners who would have removed that item off its menu and the patrons who would have ordered the sandwich. (Phantom Gourmet, 2009) This is where the fast food industry can either be a friend or foe. They offer many choices for breakfast, lunch and dinner. Items range from bacon and eggs in the morning to prime rib in the evening. Many places like diners are open 24 hours, so people can get what they are craving any time. Being able to order what customers want when they want entices people to eat out. Another reason people go out to eat is the restaurant’s atmosphere. Certainly a fast-food facility such as McDonald’s will have a different motif than a diner, which will have a more distinctive ambiance than a mom-and-pop restaurant. The â€Å"Golden Arches† typically serves hamburgers, fast sandwiches with French fries and soft drinks. Kids are usually seen playing in a designated area. Not a place for people without kids who want to sit down to a quiet meal. The problem comes as much of the food is either fatty to begin with or comes with condiments that are also high in fat, calories and other things that can expand a waistline or harden an artery. Fast food companies are adapting to the way Americans eat by offering salads, parfaits and other healthier choices. McDonald’s has spent billions of dollars in advertising these menu changes (McDonald’s Corporate, p.1) Fast Food 3 Diners have been around this country for decades. Most people have one either in or near their town. These establishments offer good food and reasonable prices. That is often not the primary reason patrons flock to the diner, however. The restaurant set up is the main attraction. Some places have rally nights featuring vintage cars and motorcycles from the 1950s and 1960s. Other places house 50s-era memorabilia with photos of Singer/Actor Elvis Presley, Actress Marilyn Monroe, Actor James Dean and advertisements for Coke products that were very inexpensive in those days. Try getting a bottle of coke for a nickel today—it will not happen because of the cost of making the item and most companies use plastic instead of glass. There is less of a safety risk involved with plastic and it is cheaper to produce. Then there is the modern convenience of take-out or drive through. Being able to take home a bag from a fast-food place is certainly convenient and one does not mean unloading the family of the car. A menu is set up outside where people can give their orders, drive up to the window, pay the server, get their food and drive off to their next destination. Sounds easy in that the food still comes out fast (and correctly, one hopes), but what the experience lacks is people enjoying the food. Sure, the family sits in the car eating their hamburgers and French fries, but at the cost of getting the car dirty, having to throw out the garbage later and being cramped in a car seat without the benefits of stretching or using the restroom if needed. That type of convenience may be too much for some people. There is no wrong answer to how people dine. Time, the order itself, and other circumstances dictate if and when a person of family sits inside the restaurant, takes it out, or drives through. The bottom line for the restaurants is making sure the food is properly served to its customers so they return. Fast Food 4 This paper also hopes to debunk the myths surrounding fast food, how people who grew up eating at such places have adapted with the times, and how the restaurant industry has attempted to enlighten its customers about the choices they have. Iconic restaurants such as McDonald’s and Kentucky Fried Chicken (A.K.A. KFC) had a formula for encouraging return visitors. Offer customers good food at reasonable prices and they may come back again and bring friends. Both franchises have been going strong for more than five decades because their philosophy has not changed much during that time. Healthy Does Not Bad Tasting One problem fast food companies had to address is the quality of the ingredients used to make their trademark dishes.   Is the meat for the burgers made at McDonald’s or Burger King the best quality they can find? Are the chickens raised for use at Kentucky Fried Chicken (KFC) fed a solid diet of nutrients? Those questions and answers matter to a point. Everyone will demonstrate the excellence of their products to show they care about their customers. If they fail, then actions such as recalls (for peanuts as previously mentioned) happen. This puts the industry under negative light and those working within the industry must work harder to regain the customer’s trust. Restaurants that did not have any trouble with the recalled product will be challenged to make their products better or fall behind in the marketplace. McDonald’s has been proactive over the past three decades in educating consumers about their foods and service (McDonald’s, p.1). They began printing up nutrition information for their customers to read if they wish. They might not like the fact a â€Å"Big Mac† sandwich has 50 percent of the recommended daily allowance (RDA) of saturated fat. (1) Fast Food 5 Or, a McRib† sandwich has 48 percent of the RDA of saturated fat. (1) Clearly, these are not choices for people looking to either lose weight or remain physically fit. Their nutritional information may be found either by accessing the company website at www.mcdonalds.com or stopping in any one of their restaurants and picking up a brochure. Eating at McDonald’s—or any fast food place—for a prolonged period of time can have detrimental consequences. Morgan Spurlock wrote and directed a 2004 film about the fast-food industry, â€Å"Supersize Me!† The plot was simple: Spurlock would eat nothing but the contents of the McDonald’s menu for 30 consecutive days. He had to order everything off the menu at least once and had to supersize his order if asked. He would also refrain from exercising during the one-month period. (Spurlock, p.1) His point was to demonstrate the hazardous effects of eating out at fast food restaurants. Watching the film makes people cringe as he begins to gain too much weight, lose energy in wanting to do any real activities. Because of his McDonald’s diet and his lack of exercise, Spurlock not only gained a whopping 24 ½ pounds in 30 days, consumed a pound of sugar a day on average and his cholesterol rose an unbelievable 65 points from when this experiment started. (Spurlock Quotes, p.1) Besides the obvious physical ailments that befell Spurlock during his thirty days, there were also the psychological aspects. He said during the movie: â€Å"I nearly doubled my risk of coronary heart disease, making myself twice as likely to have heart failure. I felt depressed and exhausted most of the time, my mood swung on a dime and my sex life was non existent. I craved this food more and more when I ate it, and got massive headaches when I didnt. In my final The movie was nominated for an Academy Award had had quite the reaction from moviegoers. Although McDonald’s officials denied the moved at the time, they scrapped the supersize option several weeks after the movie was released. (Wikipedia, p.1) They also offered its customers healthier alternatives such as salads. Spurlock said those choices contained more sugar than a bag of cookies. (1) Spurlock accomplished what he set out to do: find the causes of overweight people in the US and the bigger problem of obesity in this country. McDonald’s and the rest of the fast-food industry had to take note that their foods, if taken as much as Spurlock had, would have devastating effects on people’s health and well being. Nobody suggested that families eat every meal at restaurants. That logic would be expensive as well and unhealthy and would not make much sense. His body changed for the worse after his 30-day McDonald’s binge. It took five months for Spurlock to lose the weight he gained during that period (Spurlock Quotes, p.1). He suffered from liver damage, high blood pressure and other damaging ailments while performing this experiment. Moderation for anything is the best course of action when attempting to so something. That McDonald’s food was not healthy struck a chord, that Spurlock damaged his body making a point struck an even louder chord.

Chinas Logistics Industry

Chinas Logistics Industry Abstract The aim of this paper is to introduce development of China logistics industry in last decade. This paper examines problems during the development and the implementations to further develop China logistics industry in the future. The first part of this paper introduces the background of China logistics industry, problem statement and research objective. The measurements of development of China logistics industry are as dependent variables discussed in Chapter four. The second part talks about literature review for logistics, 3 elements in development of China logistics industry which are cost, productivity and expansion. Also, factors that affect development of China logistics industry are given which are transportation, governments regulation, warehousing and storage, IT supporting and infrastructure. Chapter three looks at research methodology which contains source of data, method of data analysis, questionnaire and interview. The theoretical framework shows the relationship between independent variables and dependent variables. Chapter four is mainly focuses on data analysis; the results are shown to indicate the main factors that limit the development of China logistics industry. Finally, the chapter five gives the conclusion and recommendation to solve the problems that effect development of China logistics industry that is integrated information technology to reduce transportation cost. KEYWORDS: logistics, cost, information technology, transportation. Chapter 1 Introduction 1.1 Background of Study With the increase of the global competition and the rapid development of the Information Technology (IT), the logistics industry has become one of the most important industries in the 21st century. The scope and role of logistics have changed dramatically over recent years. In the past, logistics has played a supportive role to primary functions such as marketing and manufacturing. Now the scope of logistics has expanded beyond its traditional coverage of transportation and warehousing activities to include purchasing, distribution, inventory management, packaging, manufacturing and customer service. More importantly, logistics has dramatically evolved from a supportive role characterized and cost absorbing to a primary role and become an important of competitive advantage. Companies experiencing growing pressure to reduce costs and provide better service so that they engage in improving the logistics by outsourcing/expansion, an option that can improve both efficiency and effectiven ess. Modern theory of logistics in China was introduction in 1980s to pilot program of logistic and distribution centres built-up in early 1990s and then evolved into full-fledged industry by the end of 1990s. Since its economic reform and opening up in 1978, Chinas economy keeps booming, with an annual GDP growth rate of nearly 10 percent which has become a global manufacturing centre with its high economic growth rate (Wang et al. 2006). In 2001, a condition for China to become a full member of the World Trade Organization (WTO) was the removal of restrictions to foreign logistics investments. At the beginning, foreign capital was allowed only in form of joint ventures where Chinese partner held a majority (Goh and Ling, 2003). At the end of 2005, the restrictions were completely phased out. At present, state-owned, privately/locally owned, and foreign owned logistics companies are all equally allowed to enter and compete in logistics industry in China. Chinas logistic industry has been experiencing fast growth driven with the help of sustainable national economic expansion. Although there are tremendous opportunities, still the intense competition exists, especially after 2001. The logistics industry reported an annual growth rate of 31% in 1999, 35% in 2000, and 55% in 2001, and was expected to continue to expand rapidly in the future (Business knowledge on demand, 2007). According to Exhibit 1, the average annual growth rate of the logistics industry in China was 22.2%, and logistics expenditures accounted for about 21.8% of the GDP between 1992 and 2004 (business knowledge on demand, 2007). This sector has been developed in a physically sound way under improved infrastructure and external environment. According to Asia consulting, Added value has reached to RMB 1.4 trillion in 2006 up 13.9% over 2005. The transportation fee has been RMB 2.1 trillion increasing 12.1 %. The increase can be seen in inventory and delivery service along with 16.7% of warehousing fe es. It is expected that Chinas logistics market value will reach RMB1.1972 trillion, and will continue to maintain an annual growth of 20% in 2010. 1.2 Total Logistics Market Size The GDP of China is above RMB 10 trillion by the first time in 2002 that achieved a real growth of 8%. In the 10th Five-year Plan, the government is forecasting an average growth rate 7% per annum in 2002-2007. According to the forecasts by State Development Planning Commission (SDPC), the GDP will be quadruple, about US$4.3 Trillion by 2020. The price level will be stable because of higher price pressure within the economy. In a detailed survey by the China Federation of Logistics and Purchasing (CFLP), the total logistics market was estimated at RMB1, 788 billion, 20% of the GDP in 2000. In 2002, it was estimated that the total logistics market of China were about RMB 2 trillion. Though the economy was expanding in 7%, logistics expenses were going to increase in a slower rate. It was because there is sufficient supply of logistics capacity such as trucks, warehouses and other fixed assets. Government registration shows 700,000 logistics service providers are operating. On the othe r hand, improving logistics efficiency also reduces its proportion to the GDP. A moderate rate of 4.0%-4.9% growth is estimated in the coming five years. According to HK Trade Development Council, leading logistics companies in China such as UPS, FedEx and DHL-Sinotrans have all recorded annual growths in over 30% on operations in China and there are more outsourcing contributes to the growth of professional logistics firms. Moreover, as competition increases, it is expected that market share is shifting from local companies to foreign invested enterprises (FIEs) or local giants, who can offer more efficient services in lower fees.(LI FUNG, 2003) 1.3 Players in the China Logistics Market Chinas logistics market is fragmented, characterized by tens of thousands of logistics companies and many of them are small, poorly organized with fundamental infrastructure and technology. A vast majority of the players are lack of nationwide capabilities and serve a narrow customer base; and mainly focus on simple transportation and storage functions. Competition is fierce, particularly in the low-end market. Traditionally, Chinas logistics market is dominated by the state-owned enterprises (SOEs) which provide 90% of the logistics services, but none of these has a market share over 2%. 1.31 State-Owned Players There are many state-owned players in China logistics market. Prior to 1980, under economic conditions in that time, Chinas logistics business could only be managed by state-owned enterprises and logistics was a monopoly industry, mostly for transpiration and warehousing. The characteristics of their management mode are small-scale native enterprises, slow product renovation, poor management, production plans following from various government agencies, etc. Due to government investment and monopolistic operation, these enterprises acquired large assets and became relatively large-scale business firms. Relying on their sufficiency capital and existing market share, in the past several years these enterprises rapidly became leaders in China logistics industry. However, due to the monopolistic nature of the industry and the separated management system, it will take time for these logistics firms to become truly comprehensive. The following is a list of todays relatively powerful state-o wned backbone logistics enterprises that operate nationwide: China Ocean Shipping (Group) Company (COSCO); China Railway Express Company Limited (CREC); China Post Logistics Company Limited (CPLC); China Railway Container Transport Company Limited (CRCTC), etc. COSCO Logistics COSCO Logistics is a branch of COSCO, China Ocean Shipping Company. It was formed in 2002. Because of the parent companys network and infrastructure, in 2004 to 2008 it ranked number 1 in China in terms of comprehensive logistics capacities. COSCO Logistics has 300 logistics facilities, covering 90% of the China market and the service is strongly marine transport related. 1.32 Private Players Since the mid-1990s, Chinas private domestic logistics enterprises started to develop themselves. For example: EAS International Transportation Ltd (Shanghai). This company was founded in 1985 and it involves international business. In the past twenty years, EAS has gained notable achievement in building the unique operation platform to development modern logistics business according to the demand of customers. There are many other private domestic logistics companies in China, such as St-Anda, PGL, China Overseas logistics and so on. They are all medium-size Chinese logistics provides emerged in the last 10-20 years. These firms have enjoyed the fastest growth in the market due to their light-asset nature and high efficiency. They are more focused on geographies, service and customers. But they have problems in lacking sufficient financial support for market expansion and internal management mechanisms and effective organization to support high growth and profitability. (Fu Qinqin, 2007) 1.33 International Logistics Players(ILCs) Although the domestic companies dominate the general China logistics market, ILCs are playing a more important role, and their market shares are increasing rapidly. Among which the most important are the four giant ILCs that started with parcel and courier services. The international logistics players are: DHL, TNT, UPS, FedEx and so on. Deutsche Post World Net/DHL Deutsche Post World Net (DPWN) has a uniformed brand and image for its logistics, courier and parcel, and transport service; that is DHL. DHL first entered China in 1981. In 1986, it formed a joint venture with Sinotrans in courier and parcel delivery. Mainly because of this earliest partnership, DHL-Sinotrans has the biggest market share in courier service. Both parties enjoy a very fruitful partnership. For this reason, in 2002 when the first partnership ended, DHL and Sinotrans renewed the cooperation agreement for another 50 years, till the year of 2052. In May 2004, DHL initiated its domestic delivery of parcels in China, and again, DHL led the market. In the courier and parcel delivery market, the partnership between DHL and Sinotrans is the most stable. In the past twenty years, DHL has invested about $215 million in China. Out of its total investment of $1.1 billion in Asia, that was only about 20% of DHLs investment in Asia. However, DHL plan to invest about $273 millions in China from 2004-2008, or almost 2/3 of its $400 million investment in Asia over the same period. Clearly, the investment is heating up in the China logistics market. (Xuepin Cen, 2005) Nowadays, many foreign logistics companies have established good cooperation relations with Chinese logistics firms by using joint ventures. The advantage foreign companies have competitive advantage in technology and management, but only when they are combined with experiences and existing service network of Chinese enterprises that they could be brought into full play. Therefore, some Chinese logistics companies usually face Merge and acquisition (MA) risk. A number of foreign companies that have never touched on the Chinese market patiently search for Chinese companies for cooperation projects. Many inland Chinese cities promise many commercial opportunities in the logistics sector, and it needs time for foreign companies to fully penetrate into the Chinese market. However, for foreign logistics companies they are being challenged by infrastructure and customer base and of lack of on-the-ground capabilities in China. 1.34 Third Party Logistics companies (TPLs) Chinas market for TPL is still in its early stage. Also, TPL is a relative new concept for most of the Chinese companies. A TPL company normally provides process-base services rather than a function-base logistics service, which generally toward to the integration and full control of a part or whole process of customers logistics network. The rationale for outsourcing logistics is to achieve cost saving through economics of scale. Small or middle sized companies may not always have economics of scale to economically manage logistics operation, but this is precisely one of the advantages for third-party logistics companies. The year of 2006 is the first year of Chinas 11th Five-Year Plan (2006~2010), and is also the first year when logistics is opened up completely. From the year of 2006 to 2010, the basic frame and main functions of Chinas southern international logistics centre will come into being. The proportion of logistics cost in GDP will decrease more than 3%. The third party logistics will share up to 23% in the logistics market.(Fu Qinqin, 2007) 1.4 Major modes of Transport The first few years of the 21st century have been characterized by the rapid construction of transport infrastructure in China. During the five-year plan from 2001 to2005, transport infrastructure has been built significantly including 250,000 kilometres of highways and 24,700 kilometres of expressways. By the end of 2006, the total length Chinese highway has reached 3,457,000 kilometres and 77,000 kilometres of railways (Waters, 2007). The current five-year plan (2006-2010) has an ambitious agenda and will spend hundreds of billions of dollars over the next five years to develop Chinas roads, river ports, and railroads. (Richard Brubaker,2005 ) 1.41 Ports According to Richard Brubaker, (2005) since the central government opened Chinese ports to overseas investment in March of 2002, Chinese Port facilities have received massive amounts of investment and have taken huge steps towards significantly increasing capacity. In 2003, the total investment in Chinese port development and construction was US$2.2 billion, and in 2004, the Ministry of Communication has reported this figure was to reach nearly US$4.3 billion in 2004. Currently, Chinas coastal cities like Dalian, Tianjin, Qingdao, Shanghai, Ningbo, Guangzhou and Shenzhen, are all competing to complete new berths and establish themselves as dominant regional logistics centres. (Exhibit 2) In Shanghai for example, container throughput of 11.28 million Twenty-Foot Equivalent Units (TEUs) for 2003 is expected to increase to 14.5million TEUs in 2004, with massive expansion already underway. In addition to expansion that will add more than 2m TEUs of capacity in 2005, Shanghais massive Yan gshan deepwater terminal is also under construction and will eventually handle 25m TEUs at a cost of â‚ ¬1.5bn. Although such massive investment and expansion, the improvements brought by increasing use of foreign terminal operators, Chinese ports still need to keep up with increasing demand. 1.42 Road Benefit from government heavy investment and the unreliability of other options for instance rail and inland water, road transport becomes most popular choice for the inland distribution of goods in China. Beijing has already emphasised on a plan to double Chinas expressway mileage. (Richard Brubaker,2005) By 2005, as Chinas new inter-provincial highway system nears completion, almost 200,000 km of new roads will bring the national total to roughly 1.5 million km. Among the most significant of these developments, Shanghai-Chengdu Highway and Beijing-Zhuhai Expressway are the most arresting plan. Because most of Chinas highways are financed using a fixed return toll based system, tolls account for roughly 20% of costs faced by long distance trucking operators and create huge incentives to overload trucks. Nearly 75% of Chinas more than 100,000 traffic fatalities per year have been attributed to overloaded trucks. These deaths have led to new road safety laws, which if observed, could have significant implications for the efficiency and the costs of trucking operations where trucks are overloaded on average by 30% and often by 50%. However, at present the trucking industry in China remains extremely fragmented and is not organized on a national basis. The largest of the nearly 3 million trucking service providers in China is Sinotrans, with a registered fleet of 3,000 trucks specializing in long-distance service. Short-distance trucking services in China are generally provided by local operators who offer relatively cost effective and competitive services. In spite of national policies, this separation between local and long distance trucking operators is in part due to efforts by local and city authorities to protect local businesses. By the end of 2004, Chinas WTO commitments require that Chinas trucking sector be fully opened to foreign firms. Experts said that current market fragmentation and the benefits of newly expanded infrastructure make the trucking sec tor particularly attractive for consolidation and foreign investment. 1.43 Rail According to Richard Brubaker, (2005) Chinas Railway infrastructure has received relatively low levels of investment compared with Chinas road and port infrastructure. The Ministry of Railways has relatively modest plans to increase Chinas existing rail network from 72,000 km to 100,000 km in 2020. Use of the Chinese rail system increased 6% year on year between January of 2003 and January of 2004, though it would appear that this relatively modest increase can be less attributed to weak demand than the limitations posed by serious under capacity. Railway bottlenecks and the inability of the railway system to transport the requisite amounts of coal were in large part responsible for the power shortages of the summer of 2004. This has since led to the prioritization of coal shipments leaving other commodities and cargoes sitting on docks. Many importers, most notably Chinas steel mills have been struggling to find enough railcars to carry cargo and now often resort to barges and truck s at much greater cost. Poor handling practices, delays, unpredictable delivery times, bulk shipment requirements, theft, minimal shipment tracking, the lack of inter-modal facilities, and a general lack of infrastructure all plague the Chinese railways. However, despite these issues exist, the heavy subsidization still makes Chinas railway become the cheapest form of overland transport compare with shippers. 1.44 Inland Waterways Infrastructure on inland waterways, most significantly the Yangtze River, increased 8% between January 2003 and January 2004. (Richard Brubaker,2005) Rivers such as the Yangtze can handle ships of up to 6000 tonnes and are generally uncongested; however, canals and low bridges can be problematic and projects such as the recently completed 3 Gorges Dam can serve to prolong dry seasons and keep water levels low. 1.45 Air freight Although Chinas airfreight sector is constrained by inadequate infrastructure, its development has been rapid. China is the second-largest domestic airfreight market in the world after the United States. According to Boeings World Air Cargo Forecast, the market has grown at more than 20 percent annually since 1991. (Richard Brubaker,2005) Airports are seeing rapid expansion in three principal economic areas: the Yangtze River Delta (YRD), the Pearl River Delta (PRD), and the capital city of Beijing. Expansion in the PRD is very important that it threatens to cut into the volumes handled by Hong Kong, the worlds largest air cargo airport. But a large proportion of the goods exported from South China are routed through Hong Kong. Its position has been strengthened, moreover, by an agreement that allows Chinese airlines to expand their international services via Hong Kong and gives Hong Kong airlines greater access to the mainland. 1.46 Warehousing Most of Chinas warehousing facilities are older or old-style facilities with a range of associated issues. Many facilities do not have computerized stock supervision systems in place. Single and multi-story warehouse designs limit efficiency by preventing the use of multiple racking levels and by modern forklift trucks. Cross contamination is an issue as are unsealed loading platforms at refrigerated facilities, which expose food products to ambient air temperatures during loading and unloading. The shortage and shortcomings of existing facilities as well as the opening up of the Chinese warehousing under its WTO commitments by the end of 2005, have led to considerable investment and anticipation in this sector. (Richard Brubaker,2005 ) For example, in Shanghai, several foreign logistics services providers hoping to invest in the future and capitalize on preferential policies and proximity to port facilities (including APL Logistics, DHL and OOCL Logistics) have or are planning to es tablish massive logistics centres in Shanghais Waigaoqiao Logistics Park / Free Trade Zone. The park has been established as an international transit, delivery, sourcing and transhipment hub to promote and coordinate the development of Shanghais sea and air transport, warehousing and logistics industries. 1.5 Statements of the Problem 1.51 High Cost Since the late of 1990s, China has been aiming at fostering logistics industry and improving logistics management skills, for the huge manufacturing industries in China has driven logistics industry growing rapidly in recent years. With its imminent entry into the World Trade Organization (WTO), China is embracing a big opportunity to develop its logistics industry, officials and experts noted. Zhang zhigang, deputy director of the State Economic and Trade Commission (SETC), said that: it is urgent that China reforms its old circulation system and speeds up the development of its logistics industry as China faces new challenges in the globalization process. But the high logistics cost nibble the competence of firms. According to the data released by Development Research Center of the State Council of PR China, Chinas logistics expenditures amounted to 20% of the GDP in 2000 whereas logistics spending accounted for 10.3% of United Statess GDP, 14% of Japans GDP, and 10 to 13% of Europ ean Unions GGP (Waters, 2007). The annual growth rate of total logistics expenditures is 10.29, 12.99, 16.76 and 12.86 percent from 2002 to 2005 (National Development and Reform Commission, 2004). Statistics published by China Federation of Logistics and Purchasing show that Chinas total logistics expenses reached RMB3.8414 trillion in 2006, up 13.5% year on year at current price, a growth 0.6 percentage points higher than in 2005. The rate of total logistics expense of GDP was 18.3%, 0.2 percentage points lower than in 2005. This is the mainly problem that slow down the development of China logistics industry. The total logistics cost encompasses transportation, inventory storage and management. In 2007, the total logistics cost increased by 18.2% to 4540.6 billion yuan. The total logistics cost in China generally includes three cost components, namely, transportation, inventory storage and management cost. According to Exhibit 3, it is clear that the total logistics cost increased rapidly during 1991-98, since then the growth started levelling off. In 2004, the total cost amounted to 2911.4 billion yuan (US$ 352 billion), grew by 16.6%. Of this total, transportation cost made up the largest portion and witnessed the highest growth rate. Transportation cost was 1655.8 billion yuan (US$ 200 billion), accounting for 56.9% of the total logistics cost. On the other hand, inventory storage and management cost were 846.7 and 408.9 billion yuan (US$ 102 billion and US$ 49 billion), accounting for 29.1% and 14% of the total logistics cost respectively (US$ 15.7 billion). Adding the costs of packing, transport, storage and damage, the ratio of total logistics costs to total industry production ranges from 40% to 60%, whereas in the United States this percentage is close to 20% (Smyrlis, 2006). If logistics costs are broken down, transport accounts for 57% of costs, inventory and storage accounts for 29%, and management accounts for 14% (Exhibit 4). Percentage wise, transport costs in China are twice as expensive as in developed countries (Wakers, 2007). 1.52 Low in productivity The ratio of total logistics cost to GDP represents the efficiency of logistics operation in the economy which means the productivity of logistics industry. It is also used as an indicator of the development level of the logistics industry. In general, the higher the percentage, the less efficient is the logistics industry. Exhibit 5 shows the total logistics cost as a percentage of GDP in the 10th Five-year Plan period (2000-2005). Despite the total logistics cost as a percentage of GDP has been on a downward trend that decreased from 19.4% in 2000 to 18.57% in 2005 and the total cost savings in the 10th Five-year Plan period totalled 109 billion yuan; according to exhibit 3, the logistics cost was still higher than that in US, Japan and developed countries which means lower inefficiency of China logistics industry. As predicted by the CFLP, the ratio of total logistics cost to GDP will continue higher that resulting inefficiency of modern logistics services. CFLP predicted that tot al logistics costs during the 11th Five-year Program period (2006-2010) will grow at 10% annually, 2% lower than that of the 10th Five-year Plan period. It also forecasted that the total logistics cost will reach 5,400 billion yuan in 2010, the ratio of total logistics cost to GDP at around 16.8% and cost savings yield during the period will be around 435 billion yuan. 1.53 Slowly expansion/outsourcing One of the most significant drivers of growth in the global logistics industry is the trend of mergers and acquisitions. Such buyouts and mergers enable logistics players to build up their infrastructure and service scale, both of which are critical to remaining competitive. By merging their operations and collaborating on technology, complementary services partners can also scale up their logistics capability without having to invest heavily in infrastructure. The result is lower cycle-time, streamlined business processes and lower manpower costs, which in turn boosts companies productivity and profitability. Although the giant logistics companies in China have overseas offices established from the 1980s and 1990s as their overseas branches to support their international transportation, their businesses are heavily dependent on agents. For example, Sinotrans has business in 200 countries, but there are only 40 overseas offices. The most international business is done via the agents. As Contrill claimed, dont expect a wave of Chinese 3PLs to land on Western shores soon. The pace of change in China is slow by Western standards and there is much to do in the home market. 1.6 Research objective The objective of this research is twofold. On one hand, the objective is: To understand the development of China logistics industry in last decades. On the other hand is to investigate the factors affect the development of China logistics industry and find the solutions to solve the current problems to further develop logistics industry in China. On meeting the two objectives this paper will develop a framework to address the factors that affect the development of China logistics industry. 1.7 Research questions There questions will be discussed in this article: 1: To introduce the development of logistics industry in China in last decade. 2: What are the factors that affect the development of China logistics industry? 3: How to solve the current problems to further develop logistics industry in China? 1.8 Significance of study This research would contribute by indicating and analyzing some of the problems that affect development of China logistics industry and this study was designed to answer some questions from perspectives of both the researcher and some practitioners. The theoretical framework was based on an extensive review of the literature on the various theoretical models of factors affect development China logistics industry. 1.9 Limitations of the research Because of time restriction (from September to November, 2009), this thesis will be finished within 3 months, I will cover the detail of logistics management (Transportation, Warehousing and IT supporting) as specific as possible. Because of the location of sampling in Shanghai, China, the searcher has to come to China but only around 1month, so time limited to the questionnaire distributing and receiving which cause low response rate. There are many problems that influence the development of logistics industry in China; in this paper, we only focus the above 5 main problems. Because of some companies are not public listed companies, it is difficult to find the financial data from the current annual reports released by these companies, so we may analyze these companies using the previous data (Eg: Annual Report in 2007) Some of questions are directly related to the internal strategy of company management, so managers are unwilling to answer. 1.10 Chapter Outline Chapter one Introduction: This provides the reader with background information of the study, which creates a pictorial flow of the main research. Research objectives, background of study, problems and significance as well as the limitations faced by the researcher are clearly stated in this chapter. Chapter two Literature review: This chapter explores relevant literature; it basically dealt with pertinent literature on problems of current China logistics industry with discussions on related research variables such as government policy and regulations, transportation cost, warehousing and storage, training/education/IT supporting and infrastructure. Chapter three Methodology and Data collection: This chapter describes the research design used to conduct this research. This chapter will further disclose the ways used in analyzing data collected, limitations of the methods used and how the data was collected. This section concludes with discussions of the data gathering techniques and the data analysis procedures that were used to answer the hypotheses and research questions. Chapter four Results and discussions: This chapter outlines results of data analysis, provides discussion of research findings and builds bridges between objectives, findings and relevant literature. The result section summarizes the analysis of the data and present findings of the study with respect to the hypothesis and research questions. While the discussion section reviews the findings of the study in the context of the conceptual framework of the study. Chapter five Conclusions and recommendations are provided in this chapter together with discussions on the contribution of the study to the body of knowledge. This chapter concludes the research and documents the implications of the study with recommendations for future research. Chapter 2 Literature Review 2.1 Definition of logistics Logistic is the process of planning, implementing, and controlling the efficient, effective flow and storage of goods, services and related information from their point of origin to point of consumption for the purpose of conforming to custom

A Multi OBS: Framework for Cloud Brokerage Services

A Multi OBS: Framework for Cloud Brokerage Services Dr. J. Akilandeswari C.Sushanth ABSTRACT Cloud computing is one of major dynamically evolving area which provides business agencies to extend their process across the globe. Cloud broker mediates between cloud service provider and cloud consumers through API. Initially, cloud user submits the specification to the cloud broker and desires for the best cloud provider. Request from cloud users are processed by the cloud broker and best suited provider is allocated to them. This paper proposed an idea of introducing a MultiObjective Optimization technique in selecting a best provider for the cloud consumers. Once the service level agreement is assured, connection to appropriate cloud provider is established through cloud API. The negotiation can be modeled as middleware, and its services can be provided as application programming interfaces. Infrastructure-as-a-Service (IaaS) specification of each provider is considered and compared with requirement specified by cloud user. Keywords Cloud computing, Cloud Broker, MultiObjective Optimization. INTRODUCTION A cloud refers the interconnection of huge number of computer systems in a network. The cloud provider extends service through virtualization technologies to cloud user. Client credentials are stored on the company server at a remote location. Every action initiated by the client is executed in a distributed environment and as a result, the complexity of maintaining the software or infrastructure is minimized. The services provided by cloud providers are classified into three types: Infrastructure-as-a-Service (IaaS), Software-as-a-Service (SaaS), and Platform-as-a-Service (PaaS). Cloud computing makes client to store information on remote site and hence there is no need of storage infrastructure. Web browser act as an interface between client and remote machine to access data by logging into his/her account. The intent of every customer is to use cloud resources at a low cost with high efficiency in terms of time and space. If more number of cloud service providers is providing almo st same type of services, customers or users will have difficulty in choosing the right service provider. To handle this situation of negotiating with multiple service providers, Cloud Broker Services (CBS) play a major role as a middleware. Cloud broker acts as a negotiator between cloud user and cloud service provider. Initially, cloud provider registers with cloud broker about its specification on offerings and user submits request to broker. Based on type of service, and requirements, best provider is suggested to the cloud user. Upon confirmation from the user, broker establishes the connection to the provider. RELATED WORKS OF CLOUD BROKERAGE SERVICES (CBS) Foued Jrad et al [1] introduced Intercloud Gateway and Open Cloud Computing Interface specification (OCCI) cloud API to overcome lack of interoperability and heterogeneity. Cloud users cannot identify appropriate cloud providers through the assistance of existing Cloud Service Broker (CSB). By implementing OCCI in Intercloud Gateway, it acts as server for service providers and OCCI act as a client in abstract cloud API. Cloud Broker satisfies users of both functional and non-functional requirements through Service Level Agreement (SLA). Intercloud Gateway acts as a front end for cloud providers and interacts with cloud broker. Identity Manager handles user authentication through unique ID.SLA Manager is responsible for negotiates SLA creation and storing. Match Manager takes care of selecting suitable resources for cloud users. Monitoring and Discovery Manager monitor SLA metrics in various resource allocations. Deployment manager is in charge of deploying services to cloud user. Abs tract cloud API provides interoperability. The user submits a request to SLA Manager and it parses the request into SLA parameters which is given to Match Maker. By applying algorithm Match Maker find best suited solution and response is passed to the user. Upon user acceptance a connection is provided by service providers. Through this architecture, interoperability is achieved, but this cannot assure best matching cloud service provider to the client. Tao Yu and Kwei-Jay Lin [2] introduces Quality of Service (QoS) broker module in between cloud service providers and cloud users. The role of QoS information is collecting information about active servers, suggesting appropriate server for clients, and negotiate with servers to get QoS agreements. The QoS information manager collects information required for QoS negotiation and analysis. It checks with the Universal Description Discovery and Integration (UDDI) registry to get the server information and contacts servers for QoS inform ation such as server send their service request and QoS load and service levels. After receiving clients functional and QoS requirements, the QoS negotiation manager searches through the broker’s database to look for qualified services. If more than one candidate is found, a decision algorithm is used to select the most suitable one. The QoS information from both server and QoS analyzer will be used to make the decision. By using this architecture load balancing factor of server is maintained for a large number of users, but not efficient in delivering best suited provider to the client. HQ and RQ allocation algorithm is proposed to maximize server resource while minimizing QoS instability for each client. The HQ allocation algorithm is to evenly divide available resource among required client based on active clients. RQ assigns a different service level to client based on requirements. Josef Spillner et al [3] provided solution is to subdivide resource reservation into either serial or parallel segments. Nested virtualization provides services to cloud user. The outcome is a highly virtualizing cloud resource broker. The system supports hierarchically nested virtualization with dynamically reallocate capable resources. A base virtual machine is dedicated to enabling the nested cloud with other virtual machines is referred to as sub-virtual machine running at a higher virtualization level. The nested cloud virtual machine is to be deployed by the broker and offers control facilities through the broker configurator which turn it into a lightweight infrastructure manager. The proposed solution yields the higher reselling power of unused resources, but hardware cost of running virtual machine will be high to obtain the desired performance. Chao Chen et al [4] projected objectives of negotiation are minimize price and guaranteed QoS within expected timeline, maximize profit from the margin between the customers financial plan and the providers negotiated price, maximize profit by accepting as many requests as possible to enlarge market share. The proposed automated negotiation framework uses Software–as-a-Service (SaaS) broker which is utilized as the storage unit for customers. This helps the user to save time while selecting multiple providers. The negotiation framework helps user to assist in establishing a mutual agreement between provider and client through SaaS broker. The main objective of the broker is to maintain SLA parameters of cloud provider and suggesting best provider to customer. Negotiation policy translator maps customers QoS parameters to provider specification parameters. Negotiation engine includes workflows which use negotiation policy during the negotiation process. The decision making syst em uses decision making criteria to update the negotiation status. The minimum cost is incurred for resource utilization. Renegotiation for dynamic customer needs is not solved. Wei Wang et al [5] proposed a new cloud brokerage service that reserves a large pool of instances from cloud providers and serves users with price discounts. A practical problem facing cloud users is how to minimize their costs by choosing among different pricing options based on their own demands. The broker optimally exploits both pricing benefits of long-term instance, reservations and multiplexing gains. Dynamic approach for the broker to make instant reservations with the objective of minimizing its service cost is achieved. This strategy controls, dynamic programming and algorithms to quickly handle large demands. A smart cloud brokerage service that serves cloud user demands with a large pool of computing instances that are dynamically launched on-demand from IaaS clouds. Partial usage of the billing cycle incurs a full cycle charge, this makes user to pay more than they actually use. This broker uses single instance to serve many users by time-multiplexing usage, reducing cos t of cloud user. Lori MacVittie [6] introduces broker as a solution to integrate hybrid policy without affecting control in services. The integration between cloud and datacenter is done with cloud broker integration at the process layer. Brokers deploy vast amount of applications for customer through infrastructure defined by corporate enforced policies. Identity broker module communicates with datacenter through authorization and authentication mechanism. The real-time implementation of cloud broker is achieved by two types of architectures: Full-proxy broker and Half-proxy broker. In Full-proxy broker requests are processed through the tunneling and implemented in many ways such as VPN. In Half-proxy broker only validation of the request is done by broker, successive communication established directly. This model defines how the request can be handled in late binding. A cloud delivery broker can make decision, such as where to revert user upon request. Hybrid cloud must be able to describe capabil ities such as bandwidth, location, cost, type of environment. PROPOSED SOLUTION: The proposed system works based on MultiObjective Optimization technique. Cloud broker consists of two phases namely, resource manager and pareto analysis. 3.1 Resource Manager: The resource manager is involved in storing specification of the each cloud service provider which is stored in the local database of the cloud broker. Upon request from the cloud user, based on user specification, appropriate cloud provider is assigned. The specification can be of IaaS or Software-as-a-Service (SaaS) or Platform-as-a-Service (PaaS) type needed by user. 3.2 Pareto Analysis: Pareto analysis is procedure of making decision based on importance of input parameters specified by user. This process assigns scores to each parameter which makes large impact on the output. The first step in analysis is to identify the factors which have large influence on output and then sort out objectives based on user preferences. Pareto analysis uses MultiObjective Optimization (MOO) technique in deciding best cloud provider for user requirements. Fig 1 Framework for Cloud Brokerage Services From the above figure it is evident that optimized solution can be obtained from proposed algorithm in the cloud broker. 3.3 MultiObjective Optimization Evolutionary Algorithm (MOEA): The Non-dominated Sorting Approach-2 (NSGA-2) algorithm is computationally fast among all non-dominated sorting approach in MOEA. This algorithm is used to select optimized output for the user specified requirement. The algorithm works as follows: Fig. 2. Modified NSGA-2 Algorithm for Cloud Brokerage Services (CBS). The optimized objective is made to tournament selection [7] and recombination procedure for best cloud provider. 4. CONCLUSIONS AND FUTURE WORKS: The development of a cloud brokerage services framework is getting momentum since its usage is pervasive in all verticals. The works till now considered the scenario of more than two cloud service provider providing the same level of requirements to the user. This scenario will able to identify optimized cloud providers for the users to choose an appropriate provider. The Cloud Broker Services will act on behalf of the user to choose a particular service provider for providing service to the user. If Cloud Broker Service becomes a standard middleware framework, many chores of cloud service providers can be taken by CBS. 5. REFERANCES Foued Jrad, Jie Tao, Achim Streit, SLA Based Service Brokering in Intercloud Environments. Proceedings of the 2nd International Conference on Cloud Computing and Services Science, pp. 76-81, 2012. Tao Yu and Kwei-Jay Lin, The Design of QoS Broker Algorithms for QoS-Capable Web Services, Proceedings of IEEE International Conference on e-Technology, e-Commerce and e-Service, pp. 17-24, 2004. Josef Spillner, Andrey Brito, Francisco Brasileiro, Alexander Schill, A Highly-Virtualising Cloud Resource Broker, IEEE Fifth International Conference on Utility and Cloud Computing, pp.233-234, 2012. Linlin Wu, Saurabh Kumar Garg, Rajkumar Buyya, Chao Chen, Steve Versteeg, Automated SLA Negotiation Framework for Cloud Computing, 13th IEEE/ACM International Symposium on Cluster, Cloud, and Grid Computing, pp.235-244, 2013. Wei Wang, Di Niu, Baochun Li, Ben Liang, Dynamic Cloud Resource Reservation via Cloud Brokerage, Proceedings of the 33rd International Conference on Distributed Computing Systems (ICDCS), Philadelphia, Pennsylvania, July 2013. Lori MacVittie, Integrating the Cloud: Bridges, Brokers, and Gateways, 2012. Kalyanmoy Deb, Amrit Pratap, Sameer Agarwal, and T. Meyarivan, A Fast and Elitist Multiobjective Genetic Algorithm:NSGA-II. IEEE Transactions on Evolutionary Computation, Vol. 6, No. 2, April 2002.