Anabolic Steroids: Types, Applications and Implications

Anabolic Steroids: Types, Applications and Implications THE SCOPE AND HEALTH IMPLICATIONS OF DOPING IN SPORTS: ANABOLIC STEROID USE IN WEIGHTLIFTERS AND TEENS AND THEIR EFFECTS. KOJO O. KUNTU-BLANKSON INTRODUCTION There have been many definitions for doping. The current official definition of doping is given based on the World Anti-Doping Code as follows: â€Å"Doping is defined as the occurrence of one or more of the anti-doping rule violations set forth in Article 2.1 through article 2.8 of the World Anti-Doping Code.† Doping can also be defined as the deliberate or inadvertent use by an athlete of a substance or method banned by the International Olympic Committee (IOC) and other related organisations, to gain unfair advantage or to enhance performance. Performance-enhancing substances have been used for thousands of years in traditional medicine by societies around the world, with the aim of promoting vitality and strength.[1]. The use of gonadal hormones pre-dates their identification and isolation. Medical use of testicle extract began in the late 19th century, while its effects on strength were still being studied.[2] Testosterone, the most active anabolic-androgenic steroid produced by Leydig cells in the testes, was first isolated in 1935 and chemically synthesized later in the same year. Synthetic derivatives of testosterone quickly followed. By the end of the following decade, both testosterone and its derivatives were applied with varying degrees of success for a number of medical conditions. It was not until the 1950s, however, that athletes began to discover that anabolic steroids could increase their muscle mass. According to sports physician John Ziegler, the first confirmed use of an anabolic steroid in an international athletic competition was at the weightlifting championships in Vienna in 1954, when the Russians weightlifters used testosterone.[5] Sport goes beyond a measure of athletic excellence and the winning of trophies and medals. Sport is an integral thread in the fabric of society and enriches our daily lives. Most of us have a favourite sport we play or follow with a passion be it soccer, rugby, swimming, cycling, athletics, winter sports or our national games of hurling, football and handball. The most honourable among us are perhaps those who have competed in sport and hold true its finest principles. True winners are those who achieve their goals through talent, skill, training, motivation and rising to all the challenges their sports present. Increasingly, however, a win at all costs ethos that undermines the very integrity of sport has entered the arena and a new game is at stake, the dangerous and sometimes deadly game of doping. Some ergogenic drugs used by athletes are categorized into blood boosters, diuretics, lean mass building, masking drugs, painkillers, sedatives and stimulants. Blood boosters e.g. erythropoietin, increase the athlete’s blood oxygen-carrying capacity, above its natural capacity, giving the athlete unfair advantage over his/her non-doping colleague in endurance games like marathons, swimming, cycling etc. Diuretics help eliminate fluid from the body. Athletes who need to maintain a certain weight level for competition could use these to decrease their weight. They can also be used as masking agents because they dilute urine and decrease the likelihood of detecting the presence of other drugs. Lean mass builders increase the growth of the body’s muscle. This category includes several different classes of drugs, particularly, the more popularly known anabolic steroids which’s the focus of this review and human growth hormone. These are used in strength games like weightlifting, shot put, discus throwing etc. Methods of doping include blood doping and gene doping. Blood doping can be either autologous or homologous transfusi ons, to help to improve their blood-oxygen carrying capacity. Advancements in gene therapy for medical reasons mean potential cheats might seek to undergo procedures to modify their genes to enhance their physical capabilities. Doping in sports is a huge societal problem. No longer limited to elite athletes, it is increasingly found in amateur and school sports that teens or adolescents in their early or mid-puberty are engaged in. The use of anabolic-androgenic steroids (AS) is perceived by the media, by segments of the sports medicine and athletic communities, and by the public to have grown to epidemic proportions. Unfortunately, the incidence and prevalence of AS use among elite, amateur, and recreational athletes is poorly documented. BODY STEROIDS Steroids are any of numerous naturally occurring or synthetic fat-soluble organic compounds having as a basis seventeen carbon atoms arranged in four rings. Steroids are important in body chemistry and include steroid hormones such as the gonadal or sex steroids (which include androgens e.g., estrogens and progesterone), corticosteroids (glucocorticoids, and mineralocorticoids); vitamins of the D group; and the sterols, including cholesterol, the main building block of the steroid hormones in the body. ANABOLIC STEROIDS Anabolic androgenic steroids commonly called roids, juice, hype or pump, are synthetic derivatives of testosterone, which is the primary male sex hormone, but is also present in the female. They are a class of drugs that are legally available only by prescription and are prescribed to treat a variety of conditions that cause a loss of lean muscle mass. They produce anabolic activity by increasing protein synthesis, epiphyses closure of long bones during puberty, enlargement of larynx and vocal cords, improvement of red cells number, reduce body fat and androgenic activity (enhanced secondary sexual characteristics). These compounds can produce a significant increase in muscular size and physical strength in both males and females and therefore used in sports and bodybuilding (weightlifting) to enhance strength or physique. They can be either oral or injectable. The oral ones include: Anadrol (oxymetholone), Oxandrin (oxandrolone), Dianabol (methandrostenolone) and Winstrol (stanozolo l). The injectable ones include: Deca-Durabolin (nandrolone decanoate),Durabolin (nandrolone phenpropionate), Depo-Testosterone (testosterone cypionate) and Equipoise (boldenone undecylenate). HOW ANABOLIC STEROIDS ARE TAKEN Anabolic steroids are either taken by mouth or injected into a muscle. The orals, as they are called, are ingested tablets or capsules. These forms are reportedly more toxic to the liver. Often the orals are taken in conjunction with injectable forms. The injectable forms are known as oils or waters. The oils refer to the long-acting types. They are injected into a muscle, usually the buttocks, and the steroid is released slowly over time. Typically, these drugs are injected only a couple of times a week. The waters are short-acting forms. Again, these are injected, usually in the buttocks, but they work much faster and are eliminated much more quickly. There are two ways for anabolic steroids administration. Oral steroids are highly potent and are excreted fairly rapidly from the body due to short metabolic half-lives, (usually within weeks). So, oral steroids are the first choice for athletes who want to rapidly improve their performance and try to escape showing positive results o n drug tests. These drugs, however, are the most toxic and have more side effects. Injectable steroids are less potent and generally exhibit delayed uptake into the body, especially if they are oil-based diluents. They have less liver toxicity than oral steroids, but they are being less used by athletes because of having detectability in drug tests for long periods. It should be noted that doses used by athletes often greatly exceed doses recommended for legitimate medical reasons, causing the potential for even greater negative consequences. Moreover, many athletes will use more than one anabolic steroid simultaneously. There are three common regimens practiced by anabolic steroid abusers: cycling, stacking and pyramiding. In cycling, the athletes take the steroid for six to twelve weeks and then stops for ten to twelve weeks. The steroid can be oral or injectable and doses are often ten to hundred times higher than standard therapeutic dose. Stacking is the use of more than one anabolic steroid at a time to break through response plateaus that often occurs. About forty percent of steroid abusers use this kind of regimen, presenting a high risk for central nervous system. Athletes can sometimes start with low dose of anabolic steroids, increasing the dose over a period of weeks, and then gradually tapering off before ending the regimen. This is known as pyramiding. MECHANISM OF ACTION OF ANABOLIC STEROIDS The ergogenic effects of anabolic steroids use are valued for three main mechanisms of action: They shift the nitrogen equilibrium to the positive side for better utilization of ingested protein and the increased retention of nitrogen. Although temporary and needing a high-protein complementary diet, this effect helps the body to build muscles. The formation of a steroid-receptor complex in skeletal muscle stimulates the RNA-polymerase system which, in turn, increases protein synthesis in the cell. Anabolic steroids compete for glucocorticoides receptors, resulting in an anti-catabolic effect by blocking the protein synthesis inhibition which physiologically occurs after exercises due to glucocorticoides liberation. Frequently, an euphoric and more aggressive behavior are experienced by anabolic steroids users, stimulating them to practice more and without fatigue for longer periods. ANABOLIC STEROID AND SPORTS: WINNING AT ANY COST. To excel in athletic competition is admirable. Most high school, college, amateur and professional athletes participate in sports for the opportunity to pit their abilities against those of their peers, and to experience the satisfaction that comes from playing to their potential. Others do so to satisfy a desire for recognition and fame. Unfortunately, that creates some atheletes who are determined to win at any cost. And, they may use that determination to justify the use of anabolic steroids, despite evidence that these drugs can inflict irreversible physical harm and have significant side effects. Dietary supplements and ergogenic agents, including anabolic steroids, are common components of present-day bodybuilder and weightlifter training regimens. Prior reports of anabolic steroid use suggest polypharmacy and high doses of injectable agents. Anabolic steroid use among weightlifters and bodybuilders continues till date. For almost three decades, athletes have been supplementing their strength program with anabolic steroids to enhance their performance. To be sure, anabolic steroids are effective supplements to strength training programs, but there is no doubt that the consequences can be deleterious. The number of athletes who abuse anabolic steroids is unknown. Many athletic associations ban their use, including the National Football League (NFL), Major League Baseball (MLB), National Collegiate Athletic Association (NCAA) and the Olympics, so few athletes are willing to admit that they use these drugs. The NFL tests its athletes for illicit use. Players who test positive face suspension and, upon testing positive a second time, are expelled from the League. MLB players are tested once a year, and if they test positive they can be suspended for up to ten days. If a player tests positive after the first test, they can be suspended without pay for up to one year. The American Academy of Pediatrics and the American College of Sports Medicine condemn the use of anabolic steroids for enhancement of sports performance or body building. WHY SOME ATHLETES ABUSE ANABOLIC STEROIDS Believing that anabolic steroids can improve competitiveness and performance, uninformed or misguided athletes, sometimes encouraged by coaches or parents, abuse these drugs to build lean muscle mass, promote aggressiveness, increase body weight, to improve ones physical appearance and as self-medication to recover from injury. HOW ATHLETES OBTAIN ANABOLIC STEROIDS Athletes may obtain banned medicines from physicians, pharmacists, retail outlets, health and lifestyle magazines, gymnasiums, coaches, family members, fellow athletes, the internet and the black market. Many doctors may prescribe unwittingly for what they trust is a genuine complaint, 10, 14 16 and there are no controls on mail order and internet sales. TESTING PROCEDURES The advent of gas chromatography and mass spectrometry in the early 1980s transformed the success of drug testing.Moreover the new age of gene transfer technology (GTT) will gradually render dope testing control systems obsolete; GTT will increase muscle growth by as much as 28%.4 Doping is a major ethical, educational, financial, health and management problem and governments have a poor track record in controlling its spread.25 TEEN/ADOLESCENT USE OF ANABOLIC STEROIDS Increasing numbers of adolescents are turning to steroids for cosmetic reasons. The common link among them is the desire to look, perform and feel better at almost any cost. Users-and especially the young-are apt to ignore or deny warnings about health risks. If they see friends growing taller and stronger on steroids, they want the same benefits. They want to believe in the power of the drug. EFFECTS OF ANABOLIC STEROID USE IN WEIGHTLIFTERS AND TEENS Although anabolic steroids can boost physical performance, promote aggressiveness on the field, increase body weight, improve ones physical appearance and as self-medication to recover from injury, they have side effects that can impair athletic performance and also affect the quality of life abusers. Many athletes take anabolic steroids at doses that are much higher than those prescribed for medical reasons, and most of what is known about the drugs effects on athletes comes from observing users. While the total impact of anabolic steroid abuse is not known, health care providers have observed the following problems in the blood, liver, heart, skeleton, skin and immune systems of users especially weightlifters. Cholesterol patterns associated with coronary heart disease, obstructed blood vessels, or stroke are some of the problems associated with the blood. In the heart, increased cholesterol eventually leads to high blood pressure. Impaired liver function, Peliosis hepatitis (blood -filled cysts that can rupture and cause liver failure) and tumours are observed in livers of weightlifters (both men and women) who abuse anabolic steroids. Bone growth is among the body processes that can shut down with steroid use. Adolescents/teens on anabolic steroids may find their muscles bulking up, but bone growth stops with premature fusion of the epiphysis (growth centre) of long bones. The result is permanently stunted growth. There is risk until bones stop growing. Appearance of, or increasing acne and other skin rashes or ailments, male pattern baldness, edema (water retention/swelling), striae (stretch marks) are also observed on the skin. The immune system is also compromised when abusers share hypodermic needles infected with HIV (Human Immunodeficiency Virus) and hepatitis B virus to administer these steroids. By sharing needles, syringes or other equipment, a person becomes a high risk for HIV transmission. HIV is the virus that causes AIDS (Aquired Immunodeficien cy Syndrome). Abusers also experience psychological problems like Mood swings, aggressive (even violent behaviour), depression, psychotic episodes, mania and addiction. Since anabolic steroids are derived from testosterone, they can have profound effects on the hormone levels of both male and female abusers. In men, these problems can cause any of the following problems: Temporary infertility or sterility (reversible), altered sex drive, prostate enlargement, and increased prostate cancer risk, gynecomastia, priapism, shrinkage of the testicles,reduced levels of testosterone, abnormal sperm production. Health care providers have reported the following problems in women: Increased risk of cervical and endometrial cancer, increased risk of osteoporosis, temporary infertility or sterility (reversible), altered sex drive, birth defects in future children, changes in fat distribution, growth of facial and body hair, deepening of the voice, shrinkage of the breasts and uterus, clitoral enlargement, menstrual irregularity. Changes in the male reproductive system are often reversible, if anabolic steroids have not been abused for a long period of time. Unfortunately, some of the changes in women are not reversible. Prolonged abuse of anabolic steroids very often results in physical addiction. Abusers must undergo a strict, medically-supervised withdrawal program. There are social consequences of committing anti-doping rule violations (ADRV). Sanction may include: loss of sponsorship deals, loss of income, wiping out of previous achievements, damaged relationships with friends and family, i solation from peers and sports and damage to future career prospects. ENDING THE ABUSE OF ANABOLIC STEROIDS Athletes who are really serious about their health and sports and aim to improve their physical strength, performance and appearance can keep the following tips in mind: Train safely, without using drugs, eat a healthy diet, get plenty of rest, set realistic goals and be proud of themselves when they reach them, seek out training supervision, coaching and advice from a reliable professional, avoid injuries by playing safely and using protective gear.

Ford Motor Company Essay

Ford Motor Company is the third largest automobile manufacturer in the world based on automobiles sold. Ford manufactures and distributes automobiles in 200 markets across six continents (Datamonitor 4). Ford’s brands include Ford, Jaguar, Lincoln, Mercury, Volvo, Land Rover, Aston Martin, and Mazda. Ford’s key products include passenger cars, trucks, busses and vans, sport utility vehicles, vehicle accessories, after-sales vehicle parts and products and extended repair service products. According to Fortune Magazine in 2007 Ford was the seventh ranked American-based company listed on the fortune 500 list, which was based on Ford’s global revenues in 2006 of 160.1 billion. The company’s success comes from its ability to focus on customer satisfaction and loyalty, anticipating and meeting changing customer needs, and delivering innovative products that exceed quality standards and are price friendly and also environmentally friendly. The financial stability of Ford and the long-term stability of our world are met by Ford’s strategy to lead with its products. Several key strategies are used by Ford that help to develop products that are of high quality, affordable to consumers and that are in high demand. These strategies include; continuous improvement of quality standards and customer satisfaction, adjusting to consumer demands by developing state-of-the-art technology that is cleaner and more fuel efficient, and delivering customer-focused innovations faster. If these strategies are implemented correctly Ford can overcome many or the driving forces that control competition in the automobile industry. Driving Forces Driving forces in an industry are the major causes that change the industry and the competitive condition of that industry. The main driving forces that significantly alter the automobile industry include; competition and globalization, new technology and innovations, changes in cost and efficiency, regulatory influences and government policy changes, and changes in societal concerns, attitudes, and lifestyles. Globalization is when automobile manufacturers offer their products internationally. One reason manufacturers do this is to increase sales in faster growing markets. Also production costs can be cut due to lower labor costs in markets around the world. Ford Motor Company is a strong believer in globalization; it manufactures vehicles in six continents across the world. Ford focuses on three primary types of emerging markets. The first market is developing countries such as China, India, and Brazil. The economies of these markets are growing and so is the need for products like automobiles. Ford realizes the amount of money consumers make in these developing countries and adjusts products to make them accessible to these consumers. In 2006, production capacity in China increased to 200,000 units (â€Å"For a More Sustainable Future† 7.) Also in 2006 Ford ranked second for customer satisfaction in India by J.D. Power Asia Pacific. The second emerging market Ford is focusing on is revitalizing economies such as Russia that are experiencing periods of growth after long periods of economic stagnation. The third emerging market Ford focuses on is high-growth niche market across the U.S. and Europe. Ford has developed and will continue to develop hybrid vehicles, advanced clean technology, and smaller more fuel-efficient vehicles that suit customers in a certain region or customers with different driving conditions. New technology and innovations is also a major driving force in the automobile industry. The ongoing change in technology alters the pattern of competition by attracting more buyers. Innovations in production techniques allow manufacturers to produce products faster, more efficiently and cleaner. Ford focuses its innovation on design, technology, safety, and the environment. Ford’s innovations are based on customer demands. Today more customers want environmentally friendly automobiles and better fuel-efficient cars. Ford has and is also developing more advanced technologies that are environmentally friendly. Examples include biofueled vehicles, hydrogen internal-combustion engines and hydrogen fuel cell  vehicles. Ford also has an innovative manufacturing process, which is cleaner for the environment and also saves money for the company. Ford uses fluids blended from vegetable oil during engine production rather than using mineral oil. The associated waste in engine building is the most environmentally damaging part of the process. Ford also has improved its efficiency by enforcing strict energy intensive operations, such as the generation of compressed air for handheld tools on the production line. Changes in cost and efficiency also drive change in the automobile industry. In the past few years’ material costs, labor costs, employee benefit costs and oil prices have all been increasing. One way that Ford is combating high oil prices is its use of a soy-derived foam. The average vehicle made today contains 30 pounds of foam made from petroleum products. Ford is making an effort to replace 40% of the petroleum-based foam with a soy-based foam. To fight against decreasing profit, rising labor costs and employee benefit costs Ford has been implementing elements of its’ â€Å"Way Forward Plan.† This plan was developed in 2006. The plan calls for reducing the number of Ford’s North American manufacturing employees by 25,000-30,000 and also plans to idle 16 North American manufacturing facilities (â€Å"For a More Sustainable Future† 34.) Also in 2006 health care expenses for U.S. Ford employees, retirees and their dependents were $3.1 billion (â€Å"For a More Sustainable Future† 35.) Even though Ford values its’ past and present employees, the company cannot keep up with the rising prices of health care. In 2006 Ford had required retired employees to support a higher portion of their health care benefits, and active employees were asked to increase their health care contributions. Also in 2006 Ford employees were offered to leave the company. To make it appealing to employees Ford offered eight different incentive packages. A couple of these packages included early retirement and an educational opportunity package where employees with at least one year of service were eligible for up to $15,000 in tuition reimbursement per year up to four years (â€Å"For a More Sustainable Future† 34.) Another driving force that alters the competitiveness in the automobile industry is regulatory influences and government policy changes. One example of a regulatory influence would be the governments Corporate Average Fuel  Economy (CAFÉ) requirement, which measures carbon dioxide emissions. Ford has met the requirement every year since the program was first introduced. Altering societal concerns, attitude, and lifestyles are major instigators of industry change. Growing consumer concerns towards environmental safety is a major driver of change in the automobile industry. Ford recognizes that manufacturing and operating automobiles have a significant impact on the environment. Ford has several initiatives to protect the environment. The first initiative includes developing advanced environmentally friendly vehicles. Ford was the first U.S. automaker to offer a full hybrid vehicle, which was also the first hybrid from any automaker in the SUV segment. The second initiative for Ford is to meet and exceed new clean air standards established by the Environmental Protection Agency. Reducing the environmental impact of our environment is Ford’s third initiative to protect the environment. Ford also aims to recycle and reuse materials by contracting with suppliers to attain environmental friendly parts and components. An example is Ford’s â€Å"Fumes-to-Fuel technology.† A plant’s painting operations are its largest source of air emissions. Ford has developed a process that uses paint fumes to generate electricity for its plant. The last initiative for Ford is conserving natural resources by taking part in global environmental programs to conserver energy and water. Ford’s developed a software program called â€Å"WET† that creates a facility-wide water balance to quantify individual uses of water and identify areas of opportunity. Safety is another concern that drives changes in automobile designs. Not only does Ford develop innovative safety technology the company also educates drivers. In 2003 Ford teamed up with the Highway Safety Association and a panel of safety experts to create a program called â€Å"Driving Skills for Life.† This program teaches teenagers develop the skills necessary for safe driving, beyond what they learn in standard driver education programs (â€Å"For a More Sustainable Future† 30.) Five Force Analysis Intensity of Rivalry Among Competitors The automobile industry is one of the most competitive industries in the world. The top competitors globally and domestically account for most of the industry’s market share. In the United States there are three top competitors known as the â€Å"Detroit Three†, formerly known as the â€Å"Big Three.† General Motors Corp., Ford Motor Co., and the Chrysler Group are the three companies that makeup the â€Å"Detroit Three†. According to Ward’s Automotive Reports in 2006 the â€Å"Detroit Three† brands accounted for 41.5% of passenger car sales in the United States; of this 41.5% market share, General Motors controlled 20.8%, Ford 14.1% and the Chrysler Group 6.6%. The â€Å"Detroit Three† market share is slowly dwindling due to globalization, which is another reason that leads to stronger rivalry among competitors (â€Å"Autos & Auto Parts Industry Survey† 9.) In the United States, according to Ward’s Automotive Reports, the top three foreign competitors that are trying to take over the U.S. market include; Toyota Motor Corp., Honda Motor Co. Ltd., and the Nissan Motor Co. Ltd. In 2006 Toyota, Honda, and Nissan accounted for 36.6% market share in the U.S. Individually Toyota controlled 18.7%, Honda 10.8% and Nissan 7.1% of the U.S. market share; in the truck category the â€Å"Detroit Three† brands account for 67% of Truck Sales in the U.S. Toyota, Honda, and Nissan are the foreign companies trying to compete with the â€Å"Detroit Three† (â€Å"Autos & Auto Parts Industry Survey† 9.) Lack of product differentiation is another factor that adds to the intense rivalry between competitors. Automobile manufactures products include cars, trucks and SUV’s. Even though there is a lack of product differentiation within the automobile industry there are many things that a manufacturer can do to alter design and production that make a product standout from its’ competitors. The innovation of technology and production causes intense rivalry between competitors because if automakers want to sell make the most profit they need to develop innovative technology that is a step ahead of its competitors and meets the needs of consumers or they need to develop innovative production techniques that are more  efficient and cheaper compared to its competitors. Ford is known for its innovation throughout the years; one example would be the moving assembly line. This manufacturing technique allowed individual workers to stay stationary and perform the same task repeatedly on multiple vehicles that passed them, this technique allowed Ford to be more efficient by producing many more vehicles than its competitors. Threat of New Entrants Although the automobile industry has very strong rivalries among competitors the industry will not see many new entrants in the future. There are several reasons why there is a low threat of new entrants in the automobile industry. The automobile industry has reached economies of scale and to be successful in the industry new entrants must reach economies of scale. Manufacturers must mass-produce automobiles so that they are affordable to consumers. Another reason why there are very few new entrants in the automobile industry is the very high capital requirement. Manufacturing costs, research and development costs, start-up costs, and advertising and promotion costs are a few costs that require huge amounts of costs in order to be successful in the automobile industry. With rising oil prices, increase in employee benefit costs, higher healthcare costs and also rising steel prices the threat of new entrants will remain to stay very low in the automobile industry. The current situation of the Automobile industry and the U.S economy is another factor that will keep the threat of new entrants low. Rising gas prices, low consumer confidence and shrinking home values are all factors that are causing decreases in automobile sales. Strong brand preferences and high degrees of customer loyalty is another reason there are few new entrants in the automobile industry. It is hard for a new manufacturer to attract customers that have brand preferences and are loyal customers, unless the manufacturer has a huge advertising and sales promotion budget or offer price discounts, these two things decrease profit margin. Threat of Substitute Products The threat of substitute products is very weak in the automobile industry. Automobile transportation for people makes it easy and fast to get from place to place depending on the length of their trip. Walking, biking, and riding trains, planes or subways are all substitutes to automobiles. These substitutes depend on the location of the person. People that live and work in the city will probably either walk, bike, or take a subway to work in order to avoid traffic or to protect the environment. The threat of these substitutes will always be low because it is convenient to have a car and new innovations toward environmentally friendly automobiles. Bargaining Power of Suppliers and Buyers In the automobile industry the bargaining power of the supplier is weak. There are so many part manufactures in the industry to choose from it is easy for a company to switch from one to another giving supplier no leverage. The automobile part sector is so big that it is divided into four business units: original equipment manufacturers, replacement parts manufacturing, replacement parts distribution, and rubber fabricating. According to a press release by Ford, the company spends around $90 billion on parts from more than 2,500 suppliers. Compare to the bargaining power of suppliers the bargaining power of buyers is a lot higher. Automobile manufacturers make profit from the sales of its’ automobiles. This means that manufactures have to produce automobiles that meet consumer needs and standout from its’ competitors. This is why consumers have such a high bargaining power because if they do not like a certain automobile they can choose another automobile from a different manufacturer at a relatively low switching cost. Analyzing the bargaining power of supplier and buyers, identifying the threat of new entrants and substitute products, and also analyzing the intensity of rivalry among competitors will allow a company to assess the competitiveness of a certain industry. SWOT Analysis Ford is the world’s third largest automobile manufacturer, and their brands are sold domestically and internationally, which include Ford, Land Rover,  Lincoln, Mazda, Mercury, and Volvo. In 2006 Ford received 30th place in the BusinessWeek-Interbrand ranking of the top 100 global brands in 2006. Another one of Fords’ biggest strengths is its’ industry leading innovative technology which is shown through product design, safety and production. Ford’s large network base is a strength to the company. Ford manufactures and distributes automobiles in 200 markets across six continents. Ford is also a very ethical company. For years, Ford has supported families in need. Ford encourages its employees to take two workdays per year to volunteer at an approved nonprofit organization. Although Ford is very successful it does have weaknesses. One weakness would be the decline in its’ market share. According to DataMonitor, Ford’s overall market share in the US has declined from 21.1 % in 2002 to 17.1% in 2006. Competition, globalization, low consumer confidence, and high gas prices are all factors that contribute to Ford’s declining market share. Another weakness of Ford’s is it’s declining profitability. At the end of 2006 Ford recorded revenues of $160,123,000 million which was a 9.5 % decrease from 2005. The operating loss of the company during 2006 was $16,950,000 million compared to a operating loss of $1,550,000 million in 2005. This means Ford had a net loss of $12,613,000 million in 2006, compared to a net profit of $1,440,000 million in 2005 (Datamonitor 4.) The automobile industry is full of opportunities. High gas prices and environmental issues have caused manufacturers to develop innovative technology. Ford is developing several technologies that are environmentally friendly and fuel-efficient. These vehicles include; biofueled vehicles, hydrogen internal-combustion engines and hydrogen fuel cell vehicles. Global demand is also an opportunity for Ford. Ford has developed strategies to bring its’ product to emerging markets like India, China and Brazil. The economies of these markets are continuing to grow along with its demand for automobiles. A major threat to Ford is its competition, which includes General Motors, the Chrysler group, Toyota, and Honda. Rising costs are also a major threat to Ford. Rising labor and employee benefit costs have forced Ford to reduce its  workforce and to close some of its vehicle assembly plants. The U.S. economy is also a threat to Ford. Consumer confidence is down due to rising oil prices and declining home values. The future of Ford and the automobile industry will continue to be worse in the near future if these threats continue. With rising costs and increased competition the U.S automobile industry does not look good. Industry sales are expected to decline in the future due to low consumer confidence, rising interest rates, and high gas prices. SUV and truck sales will decline the most due to the rising gas prices. There will be a higher demand for smaller cars that are fuel-efficient. The â€Å"Detroit Three† along with other U.S. manufacturers will increasingly focus its operations internationally to markets in Eastern-Europe, Latin America and the Asia-Pacific where production costs are cheaper. Environmental friendly technology and manufacturing will also continue to rise because of the growing consumer interest in protecting our world. Works Cited â€Å"Autos & Auto Parts Industry Survey.† Standard & Poor’s June 2007: 28 18 April. 2008. † For a More Sustainable Future.† Ford Motor Company June 2007. 19 April. 2008 â€Å"Ford Motor Company.† Datamonitor Business Information Center Nov 2007. Campbell University Electronic Library., Buies Creek, NC. 18 April. 2008 Ford Motor Company. 2008. Ford Motor Company. 18 April 2008 Ford.com/>. Gamble, John E., Strickland, A.J. III and Thompson, Arthur A. Jr. Crafting and Executing Strategy. McGraw-Hill/Irwin, 2007. â€Å"The North America Automotive Sectors.† Mergent Oct 2007. Campbell University Electronic Library., Buies Creek, NC. 18 April. 2008

Armani

ARMANI INTRODUCTION: Giorgio Armani, 74, is the President and Chief Executive Officer of the Armani Group and sole share holder of Giorgio Armani, one of the world’s leading fashion and lifestyle design houses, with 5,000 direct employees, 13 factories, and a direct network of 500 exclusive retail stores in 46 countries worldwide. Under Mr. Armani’s direction, Giorgio Armani, today stands as one of the few remaining independent, privately-owned companies in its sector, with a proven business strategy that has capitalised on the worldwide power and potential of the Armani brand name. Born on July 11, 1934, Giorgio Armani grew up with his sister and brother in the northern Italian town of Piacenza. In 1957, following two years of study in medicine at the University of Piacenza, Giorgio Armani decided to leave in order to pursue his interest in fashion, accepting a job as a merchandiser at Milan’s well-known department store, La Rinascente. Thereafter, Mr. Armani worked as a fashion designer for Nino Cerruti, and then as a freelance designer for various companies, an experience that resulted in an exceptionally rich and varied evolution of his style. After several years of working as a freelance designer, Mr. Armani was ready to devote his energy to his own label and followed his partner Sergio Galeotti’s suggestion that they open a company together. On July 24, 1975, the two business partners founded Giorgio Armani S. p. A. and launched a men’s and women’s ready-to-wear line. There are many products under the name of Armani such as Giorgio Armani, Giorgio Armani Prive, Armani Collezioni, Emporio Armani, AJ | Armani Jeans, A/X Armani Exchange, Armani Teen, Armani Junior, Armani Baby, and Armani Casa home interiors, offering a choice of lifestyles to the marketplace. In beginning the products were sold under the name of Giorgio Armani i. e. (GA) and later on the company diversified it business in Armani Jeans, Emporio Armani. The company’s product range includes women’s and men’s Clothing, Shoes and Bags, Watches, Eyewear, Jewellery, Fragrances and Cosmetics, Home Furnishings, Cell Phones. The Armani Group now also come with the Armani Hotels and Resorts under an agreement with Emaar Properties in May 2005. Recently Armani is also sponsoring for England Football team with their sports and casual dresses which is also a part of their marketing. SWOT ANALYSIS OF ARMANI Strengths: ?Topmost brand in the fashion industry ?Range of products are sold under the brand name which has been created over the years ? Commitment to customer satisfaction and comfort. Weakness: ?Price is on the higher side which caters only to the elite class. ?They are losing customers who are price conscious and opt for the competitors products Opportunities: ?A large part of the Asian continent where Armani can penetrate into. ?Brand name created can be used to diversify into different sectors of business one of such initiative taken is to enter the hospitality industry. Threats: ?Entry barriers in certain countries have stopped Armani from entering into a potential market which can act as cash cows for the company. ?Competitors like FCUK, Christian Dior, Diesel, Gucci etc are entering the fashion market in a great way. MARKETING MIX PRODUCT: Product is anything that can be offered to market for attention, acquisition, use or consumption that can satisfy wants or needs. Armani is one of the well known brands in the world with various products under its name. Different products are sold under different name. Because of the high earnings from Clothing sector (i. e. STAR) it has become possible for them to invest capital in different sectors. The group has such high standard brand name that all products in which ever they have invested have proved Stars for them. The Company now produces not only clothes but shoes, sunglasses, under garments, other accessories etc. And recently they have also signed agreement with Emaar properties for Armani Hotels & Resorts and their 1st hotel will be available for Public from year 2009 in Dubai and almost all the rooms are booked till May 2010. The current name and fame for brand was possible only because of Giorgio Armani marketing and promotional strategy. PRICE Price is the amount money charged o the product or service or the sum of values that consumers exchange for the benefits of having or using the product or service. Armani has always catered to high class consumers who are fashion savvy. Their price range has always been on the higher side creating a niche in the fashion industry. They have not compromised on the price in their business tenure and always have been a status symbol for the consumers using them PLACE It is a network made up of the company, supplier, distributors and customers who â€Å"partner† with each other to improve the performance of the entire system. Armani has concentrated on its channel partners to sell their products. They have their stores in almost all the major shopping malls across in more than 46 countries. PROMOTION Promotional Mix is one of the activities to promote the goods in the market and attracting the customers to buy his brand products. The key functions of promotion of goods is through Advertising, Sales promotion, Visual merchandising, Public relations. Armani adopted various strategies to make his brand famous. In 1980’s there was sudden change in fashion industry. The demand for fashionable goods was high. And this was the time when this brand came into existence with various varieties of products. Armani used the reputed personalities or super stars and model to promote his goods. He made promotional schemes offers to get his products well known. Armani also arranged campaigns to promote his products and make it well known in peoples eyes. Advertising: Giorgio Armani uses the cognitive consistency approach to its advertising. The idea that things should be simple and consistent is the reasoning behind this theory. The need for Ego Gratification comes out in the advertisement – where it is directed at consumers whom have the need to go beyond a high self-worth and into the highest form of egocentrism. Additionally, the need for a Sense of Power comes through in the imagery used and the rough looking style of the product. The sense of mysteriousness can be associated with power. Armani deeply concentrated on the Advertising media for his brand promotion. He kept on giving ads in Newspapers, Television, Radio, Magazines etc. This is done to create awareness about their new range of products that are launched in the market. He used Superstars like David & Victoria Beckham, Tom Cruise have been roped in to promote his brands. Sales Promotion: Armani also used Sales promotion strategy; they gave huge discounts on their products the goods were sold at lower rates. Offers like buy 1 get 1 free. Lucky Draw system. E. g. If you buy for more than ? 200 you can meet your favourite celebrities or free trips, because of which customers were attracted more. Public Relations: Public relation is concerned with company’s various publics by obtaining favourable publicity building up a good corporate image and handling and heading off unfavourable rumours, stories and events. Giorgio Armani is going to dress the England football team. The prominent designer was picked for the job by team captain David Beckham and coach Sven-Goran Eriksson. Armani is going to create two separate outfits each – one formal, the other smart-casual – for the squad of 26. The outfits cost GBP 3,500 for each player but Armani will reportedly do it for free as he will benefit from the publicity. Direct Marketing Direct marketing is direct communications with carefully targeted individual customers to both obtain and immediate response and cultivate lasting customer relationship. Armani promotes its products online and you can even buy various products through the internet. You can buy the products from anywhere in the world and the products are delivered at your doorstep. This helps in keeping contact with their loyal consumers. Personal Selling This is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationship. Personal selling comes in form of Fashion shows to Armani where a range of their products is displayed and sold. BCG Matrix for Armani Armani falls into the STAR category of the BCG Matrix. Over a period of time Armani enjoys high growth and high market share. Being in this category they can invest their profits generated into their subsidiary business units who are the cash cows. The best example would be Armani venturing into the hospitality industry and coming up with a hotel and simply the hotel being booked till 2010. COMPETITION: Though Armani has established itself into the fashion world and other range of products sold under their brand name, there is a lot of competition coming up. French Connection, Gucci, Christian Dior are storming the market with different range of products with variety of price range. With the current economic crisis, retail outlets like Marks & Spencers, Debenhams are offering their products at a discount as never seen before. Armani will have to review their strategy, to maintain their competitive advantage over the competitors. CONCLUSION Today as Armani business is spread all over the world it is diversifying its business in different sectors also. There are many promotions made by Armani today like Seasonal goods to attract new customers and old customers in every seasonal change. Gifts for small children on purchasing of Armani Junior are specially produced for them. Variety of clothes for men’s and women’s with new latest designs. Overall the image of luxury of the brand is maintained and becomes more persuasive by using language, which promotes feelings and emotions of masculinity and mysteriousness. The colors of the advertisements already do an excellent job of keeping mystery in the minds of the readers by using black/white photos and rich, and bold colors. Reasoning from comparison is used throughout these advertisements. The message is: if you use our products or wear our clothing, you will be popular, beautiful, successful, etc. http://ezinearticles. com/? Giorgio-Armani:-A-Persuasive-Campaign&id=24792 Giorgio Armani: A Persuasive Campaign By Scott Fish

Is Print Media Dead in the 21st Century - Free Essay Example

Sample details Pages: 8 Words: 2451 Downloads: 6 Date added: 2017/06/26 Category Media Essay Type Analytical essay Level High school Did you like this example? With the emergence of digital media, the relevance of print media have been fiercely debated (Gomez, 2008; Leatherbarrow, 2012). The advocates of digital media supremacy bring to light the idea of the death of print media. In an attempt to persuade the public of the ultimate end of print newspapers, magazines, and books, the advocates present print media as fully outdated, expensive, and impractical (Anderson, 2014). Don’t waste time! Our writers will create an original "Is Print Media Dead in the 21st Century?" essay for you Create order What becomes evident from their pressure on the public is that they have initiated a zero-sum game à ¢Ã¢â€š ¬Ã¢â‚¬Å" print must die for digital to prevail (Anderson, 2014, n.p.). This essay is aimed at discussing whether print media are really dead in the 21st century. Drawing on the recent research evidence and authoritative opinions, the essay attempts to generate an in-depth analysis of the vitally important issue. Gomez (2008) asserts that print media (especially print books) continue to preserve popularity among the reading public because they greatly appreciate how print media look and smell. Drawing the parallels between peoples devotion to print media and patriotic feelings, Gomez (2008) poses a reasonable question: how can books ever be replaced, let alone disappear? (p.13). However, the author also claims that print media are significantly threatened by the wide spread of digital media and that the sales of print media are declining. Discussing the position of print med ia in the digital era, Hooper (2012) expresses a view that reports of the death of print have been greatly exaggerated (n.p.). To prove his opinion, Hooper (2012) mentions some examples of the increasing interest in print media. For instance, he claims that some sites and online services (e.g. Google, Moshi Monsters, and Net-A-Porter) have recently started to publish print magazines to attract new partners and customers and realise new strategic goals. Hooper (2012) also discusses the case of the famous Berlin magazine 032c. This magazine was created by Joerg Koch to advertise the website. However, the print magazine has acquired so much popularity among readers that the website was transformed into an archival repository. Moreover, as West (2009) specifies, many famous newspapers (e.g. The New York Times, Washington Post, Time, and The Guardian) are still published because the quality of journalism produced by traditional print media is still well ahead of the combined might of all the bloggers that inhabit cyberspace (n.p.). In the viewpoint of West (2009), digital media will not replace print media until the quality of digital media is increased. Likewise, Anderson (2014) mentions that even computational and scientific fields heavily rely on print media. For instance, in the medicine field, print journals are considered as crucial and reliable resources widely used by health care professionals. Nossek, Adoni, and Nimrod (2015) have conducted an interesting research on print media reading in nine European countries. The countries chosen for the research were technologically similar, but culturally different. The acquired evidence has clearly revealed that print media preserve their popularity in the 21st century. About half of the European respondents have acknowledged that they read either print books or print newspapers. However, the findings of Zickuhr and Rainie (2014) and Desilver (2014) have shown a gradual substitution of print books for digit al books. Despite these findings, Nossek, Adoni, and Nimrod (2015) claim that this displacement, if actualized, will only be partial (p.379). Although digital books are less expensive and are more accessible than print books, the tradition of reading print books is too powerful (Liu, 2008). Moreover, in the viewpoint of Nossek, Adoni, and Nimrod (2015), readers significantly enjoy design and artistic worth of print books. On the other hand, Nossek, Adoni, and Nimrod (2015) acknowledge that print newspapers have more chances for displacement than print books. This is explained by two major factors: 1) print newspapers are less popular among readers than print books and 2) digital media provide readers with a range of new opportunities (e.g. socialisation, an immediate access to national and international news, and co-creation of news) (Nossek, Adoni, and Nimrod, 2015). West (2009) acknowledges that some large newspapers will certainly fail to survive in the highly digital world becau se of the loss of monopoly. While the mentioned reasons for displacement can hardly be considered disputable, print media outperform digital media in the depth of media coverage, accuracy of information, and the diversity and quality of the content (West, 2009; Nossek, Adoni, and Nimrod, 2015). With regard to the latter aspect, the articles published in print newspapers and magazines are written by professional journalists who do not only produce grammatically correct writing, but also tend to discuss an issue or event from different perspectives, positions, and angles (West, 2009). In addition, Kitch (2009) specifies that people continue to view print media as crucial material objects which help them preserve memories of some events. Adoni and Nossek (2001) also point out that those readers who are unable to develop digital skills certainly prefer print books to digital books. What the research of Nossek, Adoni, and Nimrod (2015) has brought into light is that the majority of Internet users balance their time spent reading different media (p.381). Actually, the choice of digital or print media depends on readers needs and purposes of reading (Liu, 2008). For instance, those people who attempt to receive authoritative and detailed information on certain events choose print newspapers or print books, while those people who want to satisfy their psychosocial needs or want to be entertained choose digital media. In view of the fact that digital media and print media endow readers with diverse kinds of experience (Liu, 2008; Hooper, 2012), it is wrong to reject either of the two. This is proved by the survey of trade magazine editors conducted by Leatherbarrow (2012). According to the survey findings, editors strongly believe that their print magazines benefit from online versions and that people of different ages, professions, experiences, and skills prefer different kinds of media. In the viewpoint of one respondent, My sector has a traditional older, le ss technically-literate reader base. They spend 12 hours a day in their shops, and want to relax with a magazine they can hold, not in front of a screen (Leatherbarrow, 2012, n.p.). What is evident from this particular testimony is that print texts and digital texts cannot be differentiated on the premise of their different formats. It is the difference in experience that matters (Catone, 2013). However, as Richtel and Bosman (2011) acknowledge in their article, reading of print media is widespread not only among the old generation, but also among the young generation. Although parents are obsessed with digital devices and digital media, they attempt to inspire their childrens interest in reading print books. According to Richtel and Bosman (2011), parents hold the view that the experience of reading print books is unique and contributes much to the overall development of their children. This unique experience is explained by the fact that children establish emotional ties with p rint books (something which cannot be achieved with digital books). Through these emotional ties, they evoke all five senses and acquire different skills. In addition to children and old people without appropriate digital skills, researchers and scholars also contribute much to the survival of print media. As Berger (2006) specifies, academic authors prefer print publications to digital publications. Print books can be sold, distributed among friends, relatives, colleagues, and students, and used for citations. In the process of writing an academic paper, scholars and students tend to heavily rely on print books because online resources do not guarantee any longevity for citation as books and analog journals do (Berger, 2006, p.152). This assertion is consistent with the findings of Ramirez (2003) who investigated the reading preferences of students from the National University of Mexico and found that 78 percent of students read and better understand print media and materials, whil e only 18 percent preferred reading of digital materials. Even when students read a digital text, they cannot read it for more than two hours (Ramirez, 2003). According to Liu (2008), students tend to choose print media when a text or book is rather lengthy, when they need to profoundly investigate a specific issue or area, and when they need to take notes. What should be understood is that those who insist on the death of print media speak from the position of significant technological changes, fully disregarding social aspects of print media reading. Griswold, Lenaghan, and Naffziger (2011) express the view that digital media are not bringing about the death of reading, or a postprint age, or the disappearance of the book in ink-on-dead-trees form, but are changing the nature and type of reading experiences available (p.31). Following this line of argument, it becomes evident that modern readers do not have to dismiss print media for the sake of digital media. Instead, they hav e an opportunity to choose among different types of media. Moreover, by bringing to light the debate about the death of print media and by comparing print media to digital media, authors, researchers, and scholars unintentionally revive interest in print media (Sutherland and Deegan, 2012). The debate has a great impact on peoples minds and makes them reconsider their attitudes to the issue of print media. When in 1999 the British Library microfilmed and then eradicated American newspapers after 1850, this decision was negatively perceived by both English and international public (Chartier, 2004). As a result of this negative perception, American and English libraries were forced to stop destroying print newspapers and magazines. This particular example proves that people are not ready to easily reject print media, even though they widely read digital media. In the process of reading print and digital versions of the same text, readers use different methods and strategies of reading . Catone (2013) compares reading of digital media to watching a film version of a live performance. Those who understand the beauty and value of a print book certainly continue to invest in books to enrich their collection (Agresta, 2012). The recent survey of English and American readers conducted by Publishing Technology (2015) has demonstrated that readers between 18 and 34 years understand and highly appreciate the value of print books. According to the acquired evidence, 79 percent of American respondents and 64 percent of English respondents read print books last year. The research has also found that the majority of English and American readers tended to buy their print books in bookstores instead of using Internet stores (e.g. Amazon). The findings of this survey and the above mentioned studies provide conclusive evidence that print media are still alive. Moreover, in the viewpoint of Josefowicz (2009), the myth about the death of print media is created by information jun kies who use digital media and reject print media because they want to receive news in a fast way. However, Josefowicz (2009) claims that information junkies constitute a minor group of people. On the other hand, their voices are so loud that it may seem that the view of the death of print media is shared by the majority. In contrast to the research findings discussed in this essay, the opinions expressed by information junkies and digital media lovers are based on anecdotal evidence. Unquestionably, such evidence can hardly be considered trustworthy and reliable. As Josefowicz (2009) rightfully asserts, the end of print is a meme that has gained ascendancy in an environment of disruptive change in the communication ecology (n.p.).  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€š As the essay has clearly shown, print media are not dead in the 21st century. Despite the increase in reading digital media, the findings of the recent studies prove that people continue to rea d print newspapers, magazines, and books. In view of these findings, it is more appropriate to speak not about the death of print media, but about the evolution of a new functional division of labour among print media and their digital equivalents (Nossek, Adoni, and Nimrod, 2015, p.381). To satisfy their diverse needs, readers may successfully combine reading of print media and reading of digital media. The views of authors and critics mentioned in this essay reveal the main reasons why printed publications are destined to survive (West, 2009, n.p.). Bibliography Agresta, M. (2012). What will become of the paper book? Slate, 8 May. Available from: https://www.slate.com/articles/arts/design/2012/05/will_paper_books_exist_in_the_future_yes_but_they_ll_look_different_.single.html [Accessed 24 October, 2015] Adoni, H. Nossek, H. (2001). The new media consumers: Media convergence and the displacement effect. Communications. The European Journal of Communication Research, 26 (1), 59-83. Anderson, K. (2014). Identity crisis à ¢Ã¢â€š ¬Ã¢â‚¬Å" Does print need to die for online to flourish? The Scholarly Kitchen, 20 May. Available from: https://scholarlykitchen.sspnet.org/2014/05/20/identity-crisis-does-print-need-to-die-for-online-to-flourish/ [Accessed 24 October, 2015] Berger, S. (2006). The future of publishing in the digital age. In: P. Messaris L. Humphreys (Eds.), Digital media: Transformations in human communication (pp.147-158). New York: Peter Lang. Catone, J. (2013). Why printed books will never die. Mashable, 16 January. Av ailable from: https://mashable.com/2013/01/16/e-books-vs-print/#y7rqkMStoPqi [Accessed 24 October, 2015] Chartier, R. (2004). Languages, books, and reading from the printed word to the digital text. Critical Inquiry, 133-152. Desilver, D. (2014). Overall book readership stable but e-books becoming more popular. Pew Internet Research Project. Available from: https://www.pewresearch.org/fact-tank/2014/01/21/overall-book-readership-stable-but-e-books-becoming-more-popular/ [Accessed 22 October, 2015] Gomez, J. (2008). Print is dead: Books in our digital age. Basingstoke: Palgrave Macmillan. Griswold, W., Lenaghan, E., and Naffziger, M. (2011). Readers as audiences. In: V. Nightingale (Ed.), The handbook of media audiences (pp.19-40). Chichester: John Wiley Sons. Hooper, M. (2012). Who says print is dead? The Guardian, 3 June. Available from: https://www.theguardian.com/media/2012/jun/03/who-says-print-is-dead [Accessed 23 October, 2015] Josefowicz, M. (2009). The fal lacy of the print is dead meme. Mediashift, 27 April. Available from: https://mediashift.org/2009/04/the-fallacy-of-the-print-is-dead-meme117/ [Accessed 24 October, 2015] Kitch, C. (2009). The afterlife of print. Journalism, 10 (3), 340-342. Leatherbarrow, T. (2012). Do trade magazines have a future? White Paper of WRP Agency. Available from: https://www.wpragency.co.uk/wp-content/uploads/2012/11/WPR-Whitepaper.pdf [Accessed 24 October, 2015] Liu, Z. (2008). Paper to digital: Documents in the information age. Westport: Libraries Unlimited. Nossek, H., Adoni, H., Nimrod, G. (2015). Is print really dying? The state of print media use in Europe. International Journal of Communication, 9, 365-385. Publishing Technology (2015). New research reveals print habits die hard with millennial readers. Available from: https://www.publishingtechnology.com/2015/03/new-research-reveals-print-habits-die-hard-with-millennial-readers/ [Accessed 24 October, 2015] Ramirez, E. (2003). The impact of the Internet on the reading practices of a university community: The case of UNAM. World Library and Information Congress: 69th IFLA General Conference and Council, August 1-9, 2003. Berlin. Available from: https://archive.ifla.org/IV/ifla69/papers/019e-Ramirez.pdf [Accessed 24 October, 2015] Richtel, M. Bosman, J. (2011). For their children, many e-book fans insist on paper. The New York Times, 20 November. Available from: https://www.nytimes.com/2011/11/21/business/for-their-children-many-e-book-readers-insist-on-paper.html?_r=2 [Accessed 24 October, 2015] Sutherland, K. Deegan, M. (2012). Transferred illusions: Digital technology and the forms of print. Farnham: Ashgate Publishing. West, W. (2009). Print media will survive. Mercatornet, 3 September. Available from: https://www.mercatornet.com/articles/view/print_media_will_survive/5735 [Accessed 24 October, 2015] Zickuhr, K. Rainie, L. (2014). A snapshot of reading in America in 2013, Pew Internet Res earch Project. Available from: https://www.pewinternet.org/2014/01/16/a-snapshot-of-reading-in-america-in-2013 [Accessed 22 October, 2015]