Using economic principles, analyse the law of obligation (Negligence) Essay

Using economic principles, analyse the law of obligation (Negligence) - Essay Example Economic analysis of law uses microeconomic hypotheses to examine rules of negligence and obligation. Economic analysis of law brought at the centre of academic discourse by Richard Posner in 1973 in The Economic Analysis of Law. His work paved the way for precise legal debates on the economic analysis of the law and laid strong foundations for subsequent literature on the economic analysis of the law of negligence. There have been several writers on the economic analysis of the law, some with same viewpoints and same with variations on how law should be affected by economics1. For example, Friedman calls for an economic analysis of law for the simple reason that there should be some strong connection liking effectiveness and justice. He believes that effectiveness stands at the centre of what economics provide today and for this reason, it is better if economic ideas can shape the law. Friedman further asserts that economics is a deep-seated issue is the connotation of reasonable ch oice, and therefore, an indispensable tool for sculpting the outcomes of legal rules. Wolfgang on his part states that economic analysis of the law means that there should always be awareness on the issue of why, along with how human interactions can be guided effectively by the law. He believes economic tools can be used to guide human actions, with particular attention to obligations owed towards others. 3. One yet school of thought is that posited by Mitchell and Shavell who believe that there should and for all times, be a good probability for the imposition of sanctions on negligent behaviour. Economic analysis will therefore guide the magnitude and form of these sanctions so that eventual liability would cause deterrence on the part of the torfeasor.4 Much debate about economic analysis of law has been also been propounded by Ronald Coase (1961)5, Guido Calabresi (1961)6, Commons [1924]7, Hale [1952]8 as well as Richard Posner [1973]9 with controversial ideas in his assertion that rules of common law are efficient and that rules of law must be efficient. He explains â€Å"efficient† to mean compliance to pay. In trying to have comprehensive understanding of these, Kornhauser (1984, 1985)10 brings two assertions: efficient rules are selected for legal processes and people are motivated to fear the law because of its economic consequences. These assertions however, do not match up unswervingly to conventional questions in the philosophy of law because normativity and the requirement to comply with the law are not openly looked at. Economic analysis of law will use a policy perspective to make this evaluation and this angle of reasoning often absolutely adopt some alternative of legal positivism. Analyzing the behavioral effects of the law, it is posited that the law is clearly known only by judges rather than the subjects of the law. Of course, there is strong reason for wanting to believe that the present American tort law supports the basis for th e economic analysis of the law. This particularly relates to the section of economically analyzing the law often called wealth maximization stating that there must be equality of positions between the plaintiff and defendant. This is very true if the plaintiff is thinking of productively benefiting from the negligence of breach of obligations on the part of the defendant. Amartya says: â€Å"The need for incentives may be rightly seen as including an element of blackmail. It would typically include the claims to higher reward for the better endowed and the more productive, who can decide to do less of those of their activities that benefit others, unless they receive more ‘compensation’. If this connection does actually work this way, then an uncompromising pursuit of equality may be self-defeating. Blackmail or not, the incentive connections must be taken into account by someone trying to promote equality†.11 In the late 19th century, economic analysis

Technological advances in criminal identification procedures Essay

Technological advances in criminal identification procedures - Essay Example DNA analysis is more specific, as each set of nucleic acid in each person is unique. In addition, as DNA from one person's body cell is identical in each cell in the body of that person, a cell sample can be obtained from any part of that person's body. Thus, persons can be identified by referring to a DNA database which compares and matches a person's genetic information other person's DNA profile found in that database (Gans and Urbas, 2002). DNA analysis still provides limited amounts of information about a person's characteristics though it is believed that in the near future, researches may come up with a better method of DNA analysis (National Institute of Justice 2000, pp. 18-19; van Oorschot et al. 2001). At present, the use of DNA analysis in the judicial system involves comparison of DNA from two origins, for example comparing DNA that came from the location of the crime and that from a criminal (Gans and Urbas, 2002). Biometrics is the identification method that identifies persons based on their behavior and psychological profile. Often, this method is preferred than others because a person must be present at the identification point at the instance of verification and it eliminates the need for the memorization of passwords and PIN numbers. Biometric profiles increases the level of security by restricting access to that particular person only and can be potentially used in the protection of certain valuables such as ATM cards, cell phones, PCs etc. It has many uses such as for criminology and forensics, but it may have several civilian uses as well in the near future (Ross et al, n.d.). Aside from not having to memorize keywords or PIN, biometric identification is very accurate and secure, can be done easily and quickly and no documents or paraphernalia is needed to use it ("Biometric identification - advantages", n.d.). Intra-agency databases for DNA Intra-agency databases for DNA are actually a collection of DNA records that can be easily accessed by different law enforcement agencies. This will speed up the identification of criminals and solving cases. Law enforcement and other government agencies have been left behind by other sectors in having efficient database systems. This is due to their dependency on public funds, which is often insufficient and/or hastily planned. This lack of a proper criminal identification system slows down or hinders the judicial process. Criminals are aware of this lack of identification system and thus put them at and advantage over the authorities (Schroeder et al, n.d.). FingerprintAn Automated Fingerprint Identification System (AFIS) analyses, compares and then matches an individual's set of fingerprints against a fingerprint database. This system has various uses including criminal, civilian, electoral, academic purposes etc ("Automated Fingerprint Identification System", 2006). It is recommended that fingerprint matching be done in two stages namely: "pattern- type combination search" and "minutiae matching".

The Importance of Music Essay Example for Free

The Importance of Music Essay Music has infiltrated every aspect of our society and culture during the course of thousands of years. In ancient Greece, music where everywhere from the slums to the palaces, today is no different. Music exists everywhere in our society and culture today and does an excellent job of reflecting it. Looking through the history of music, one can learn a lot since it reflects the time in which it was produced; the hardships of the slaves in early America, the economic success of the 20’s, the worldwide conflicts and peacekeeping movements of the cold war and the difficulties and acceptance of homosexuals in the 80’s. My question is; how does music influence us on a personal and global level? Music is an excellent medium to express oneself due to the wide variety of relevant subject matters available, every person in the world will relate to at least one song one way or the other. Music can help us express how we feel when words are not enough or just won’t come to us, this can be seen in the novel ‘Perks of being a wallflower’ where the protagonist Charlie has a hard time explaining himself to the people around him. He uses music to reflect his feelings, an example of this can be the making of mix tapes that he makes to his friends to convoy a message to them or simply to give them a brief view into his mind. Music means a lot to me and I have developed a very broad musical taste over the years. I listen to music every day and use it to calm down, get hyped, and blow off steam or to simply pass time. In today’s society, music is used to regulate moods, market products and spread messages. Most people come in contact with music every day and each one of us have a unique musical taste; this makes music a billion dollar industry and a huge part of society. Throughout history, music has spread entire cultures around the globe such as punk, hippie and rap. This makes music enormously relevant in the context of globally spread subcultures. Music also reflects nationality and heritage; it can help us understand more about ourselves, our heritage as well as how others live, in different cultures even. Music is an effective and widespread medium to spread ideals and ideas, about the past, present and the future. Music is in the end something that binds us all together as a culture, ever since pre-historic tribes developed proto-instruments and chanting around the campfire, this has been the case. People can come together and share music with each other, completely different individuals can still socialize and interact due to a common musical interest, this is the case in the novel per example.  Music enables us to share and interact on a different level, music has always existed in some form, and I believe it always will. Alicia’s comments: I think Felix did a very well written essay about the importance of music. He shows that he has thought about how the music has evolved through the years and how it affects us. He explains what music means to him and what kind of symbolic importance music have to many people. He also does a comparison to the novel The perks of being a wallflower and explains what kind of importance music have in the novel and for the main character Charlie. To support his thoughts of the importance of music in â€Å"The perks of being a wallflower† even more, he could have given examples from certain situations in the novel. He could have referenced from the novel or written quotes to support his thoughts. To make a comparison I think he should have mentioned another novel or film where music is a central theme.

Comparison Between Air And Rail Transport Engineering Essay

Comparison Between Air And Rail Transport Engineering Essay Introduction According to the World Energy Council (WEC, 2011), transport sector global energy consumption in 2010 was almost 2,200 million tons of oil equivalent (MTOE), representing about 19% of world energy resources. Currently, more than 96% of total energy supply to transport comes from oil (WEF, 2011); in 2010, around 60% of oil production worldwide was consumed by the transport sector (IEA, 2012). In particular, transport accounted for 38% of total energy consumption in the UK in 2011 (DECC, 2012), and for 27.8% in the U.S. the same year (EERE, 2012). Carbon emissions are closely related to energy consumption in the transport sector and in 2010 it accounted for about 23% of global levels of CO2 emissions (WEC, 211). Economic development and population growth are increasing the energy consumption of transport (WEC, 2011); however dependence on oil supplies, inefficient use of resources and associated CO2 emissions make the growth of this sector a completely unsustainable process (WEF, 2011). It is necessary to evaluate the energy efficiency of transport sector and improve its processes through technology and practice in order to achieve world sustainable development goals. The purpose of this report is to evaluate and compare air and rail transport, in terms of their relative use of energy and their CO2 emissions, and also consider the potential strategies to improve the energy efficiency and reduce CO2 emissions from these modes of transport. Air transport is the fastest-growing mode of transport (WEF, 2011) and it is considered to be, after diesel engine cars, the most contaminating one (Chapman, 2007) and rail transport is commonly referred to as the cleanest alternative. Definitions It is convenient to clarify some concepts in order to have a more precise comprehension of how energy use and energy efficiency are measured in the transport sector, before the analysis of air and rail transport. Energy efficiency is defined as the relationship between the energy consumed and the output produced by that energy (EEDO, 2012: 19). When efficiency is higher, more products or services can be produced with the same amount energy. This information is useful when comparing similar technologies or processes; however, air and rail transport are different technologies that consume energy in different ways to produce the same service, so it is more practical to compare them in terms of energy intensity (EERE, 2012a), which is essentially the inverse of energy efficiency and in transport is the amount of energy required to move one passenger over 1 kilometer, or passenger-km (NRC, 2011). For freight transport energy intensity would be energy per ton-km, but this report will focus on passenger transport to reduce the number of variables in intensity calculation and simplify the comparison. Use of energy As illustrated in Fig 1., road transport is responsible for the majority of total transport energy consumption in 2010, around 76%, while air transport accounted for about 10% of the total and rail transport for 3% approximately (WEF, 2011). Fig. 1. 2010 Transport energy consumption by mode (total ~2,200 MTOE) (WEF, 2011) These percentages represent the absolute values of air and rail transport energy use with respect to total consumption. In order to compare them with respect to each other, it is necessary to analyze first where they take energy from and how each mode of transport invest the energy to be able to move and transport people, in this case, from one location to another. Currently, rail transport energy supply comes mainly from diesel (88%) and electricity (12%) (IEA, 2008). Due to the low resistance of rail vehicles on railways (steel on steel) and high efficiencies of electric and diesel engines, diesel engine efficiency is around 45% (Beggs, 2009), rail transport presents a potential advantage over other modes of transport, but the determinant aspects on rail passenger transport efficiency are the services on board, the technology, the speed of the train and the occupancy (Fraser J., et al 1995). Aerodynamic trains can be very energy efficient compared to previous model, however, when their speed increases over 200 km/h, energy consumption also increases significantly due to air drag (Beggs, 2009). As passenger trains can weight up to 90 tons, the energy efficiency of an empty train is almost the same as if it is full. Intensity increases [kJ/p-km] as number of passenger decrease; therefore energy efficiency is very related to occupancy rates (Fraser J., et al 1995). Fuel accounts for 20% of modern aircraft total operating costs; therefore fuel consumption reduction is a priority for aircraft and engine manufacturers to increase energy efficiency (Kahn S., et al 2007). Similarly to trains, aircrafts need to use energy to overcome the air drag force, but, unlike trains, planes also consume energy standing up (Mackay 2008). Studying the relative energy consumption per seat, for a London to Edinburgh journey with different occupancy rates, Kemp (2004) as cited by Beggs (2009), found that rail transport is indeed more efficient than air transport. However, this statement is not true when it applies to rail vehicles travelling at 350 km/h or more, where it consumes slightly more energy than the aircraft, as illustrated in Fig. 2. Fig. 2. Energy consumed by various modes of transport from London to Edinburgh (Beggs, 2011). Carbon emissions In the transport sector CO2 emissions are closely related to energy consumption. CO2 emissions from air transport will vary depending on technology, occupancy rat and route (DTF, 2011), although aircrafts produce other greenhouse gases apart from CO2 such as water , ozone and nitrousà ¢Ã¢â€š ¬Ã‚ ¨oxides (Mackay 2008). The following figure, Fig 3., presents CO2 emissions per passenger-km and per mode of transport in Europe. Rail transport is the second less polluting mode of transport and according to the European Environment Agency (EEA, 2011), shifting from diesel to electric trains has decreased the carbon emissions of rail transport by about 27 % from 1995 to 2009. CO2 emissions of air transport have also decreased by 29% due to aircraft technologies improvements and higher occupancy rates. Fig. 3. Specific CO2 emissions per passenger-km and per mode of transport in Europe, 1995-2009 (EEA, 2011) Potential improvements Energy efficiencies of air transport can be improved by reducing fuel consumption through aircraft technology improvements, infrastructure improvements, operations improvements and use of biofuels (WEF, 2011). Reducing weight and drag are some of the objectives, although according to Mackay (2008: 35) no redesign of a planeà ¢Ã¢â€š ¬Ã‚ ¨is going to radically improve its efficiency. Regarding rail transport, again, it is important to reduce weight and aerodynamic resistance improving trains infrastructure to reduce energy consumption and carbon emissions. Also, higher efficiency propulsion system and better regenerative brake mechanisms are some of the potential improvements (Kahn et al, 2007). Conclusions This report intended to present a general view of the relationship between transport sector and global energy, focusing on a comparison between air and rail transport modes in terms of their use of energy and their CO2 emissions, based mainly on global official energy agencies and organizations. It was found that rail transport appears to use energy more efficiency than air transport, as well as lower CO2 emissions. However, rail vehicles speed and occupancy rates are determinant aspects when evaluating energy efficiency and carbon emissions. In order to evaluate appropriately the energy efficiency of modes of transport and present reliable results, it is necessary to consider all the energy system inputs and outputs. With appropriate practices and technology developments it is possible to achieve higher transport efficiencies and decrease the environmental impact of the transport sector.

Creating a Robotic Garbage Truck with Lego Mindstorm :: Robotics

Includes Source Code Robotic Garbage Truck Abstract For my final project I decided to build a robot garbage truck that can drive by itself on a ?road? and pick up garbage. This garbage truck would also be able to distinguish from trashcans and anything else that might be in its place. This robot is a one-of-its-kind creation that has to my knowledge never been tried before. So I could replicate a real garbage truck as much as possible, I researched how garbage trucks work and how they have changed in the past 85 years of existence. I decided to create an arm unlike any garbage truck so far only because regular garbage truck arms need to be placed in a very small area to be able to lift up the trashcans. In seven days of work I was unable to finish creating my robot. I was only able to completely build the robot and partially program it. I believe that I made tremendous progress in building this robot in the time that I worked on it. This project has taught me so much on how to build a vehicle that replicates something useful for manki nd. Background Robotic Garbage Truck Garbage trucks have been around since the early 1920?s and are getting more and more advanced each year. But even now in the 21st century the same basic principle of how garbage trucks are run has remained the same. They still require 1-2 sanitary engineers to operate a garbage truck, and they still have to take the trash from your home to landfills. Advancements could be made and an event has proven that robotic vehicles can drive on their own. The Defense Advanced Research Projects Agency (DARPA) grand challenge is hosted a first of its kind all robotics race through the Mojave Desert from Barstow, California to Las Vegas, Nevada. Two hours before the race the contestants are given the route at which their robots will have to take in order to win the race. Once the race starts human intervention will result in disqualification. The prize for finishing in the fastest time is one million dollars. So far no one has ever finished the race the farthest robot going just over seven miles, but they have made tremendous progress. Imagine this cutting edge technology incorporated into garbage trucks. This would eliminate the need for humans to transport garbage from your home to a landfill. Garbage companies like Waste Management would save millions of dollars because they wouldn?

Atheists are also Gods Instruments Verse Analysis :: essays research papers

Atheists are God's instruments, and not only them, but everything as well. Note what the Apostle Paul has written in the Bible: "For he saith unto Moses, 'I will have mercy on whom I will have mercy, and I will have compassion on whom I will have compassion.' So then it is not of him that willeth, nor of him that runneth, but of God that sheweth mercy. For the scripture saith unto Pharaoh, 'Even for this same purpose have I raised thee up, that I might shew my power in thee, and that my name might be declared throughout all the Earth.' Therefore hath he mercy on whom he will have mercy, and whom he will he hardeneth." Romans 9:15-18. There are other verses, but for now let us evaluate the above passage from the King James Version: 1. God has mercy on those whom He wants to have mercy on. He has compassion/love on those whom He wants to love. 2. Man can try to do something, but it is God who has made the decisions and it is God who pre-destinated all things. 3. God pre-destined all things of what will happen to them. 4. The Egyptian Pharaoh was created for God's purposes. The purposes were: God showed His power and God's name was declared throughout all the Earth. 5. Pharaoh probably did not know God's true intentions. Even if Pharaoh knew what it was, he was still unable to resist what has been pre-destined by the Creator. Let us take a closer look at what happened in the book of Exodus: "And Moses and Aaron went in unto Pharaoh, and they did so as the Lord had commanded: and Aaron cast down his rod before Pharaoh, and before his servants, and it became a serpent. Then Pharaoh also called the wise men and the sorcerers: now the magicians of Egypt, they also did in like manner with their enchantments. For they cast down every man his rod, and they became serpents: but Aaron's rod swallowed up their rods. And he hardened Pharaoh's heart, that he hearkened not unto them, as the Lord has said. And the Lord said unto Moses, 'Pharaoh's heart is hardened, he refuseth to let the people go.'" Exodus 7:10-14. 1. Pharaoh saw the power of the Lord, and refused to submit even when Aaron's rod swallowed the magician's rods. 2. God himself hardened the heart of Pharaoh. See also Exodus 8:15 and other verses which show that Pharaoh's heart was hardened.

Executive Summary of Starbucks

SUMMARY OF â€Å"Howard Schultz : Building Starbucks Community† This text speaks about Howard Schultz and how he built a Starbucks Community. * Early Years This man was the oldest of three children in a modest family of Brooklyn. Indeed, his father combined 3 different jobs to support his family. His mother was a homemaker who transmits her values to her children. She was a strong-willed person who wants a good future for her children with the respect of these values. Her dearest wish was that all go to college. Howard, who believes in the American dream, felt that he had to plan his own future because he didn’t want to stay in Brooklyn.Indeed, he met many different people who came from different backgrounds. He said that â€Å"Diversity isn’t something I had to learn. I lived it†. It’s a point which influenced his future behavior. During his teenage, Howard and his father clashed often. He will realize later that sometimes you learn lessons, but yo u don’t realize them in the moment. But at the time he thought that his father could have accomplished so much more if only he had tried. This natural leadership ability stood out in the schoolyard. The Sport’s domain was the example.Indeed, it allows him to have a scholarship until University in Northern Michigan. After graduating, Schultz made a sales trainee in New-York in Xerox. Despite a good income, he didn’t like this job for several reasons: This Company was too bureaucratic, strict and rigid and he didn’t have a voice. Finally, he didn’t find a link between this company and his values. * Creating Starbucks Howard had already works in the field of coffee. So one day, he was encountered Starbucks Coffee and was very sensitive to the product and the business.He said that he felt he had discovered a whole new continent. After that, he joined Starbucks as a director of operations and marketing. He saw the enormous growth potential of this Compa ny especially in the gourmet and food markets. He realized that during a trip to Italy. Indeed, he noticed the unique community experience that Milanese espresso bars played in their customers’ daily lives. He will be based on this model to launch his own business: Il Giornale. This business was a chain of espresso cafes from Starbucks in downtown Seattle. It had three locations but had not yet turned a profit.So for answer to this problem, Schultz planned to consolidate the new company with the name of Starbucks Corporation. Indeed, this name was so known by customers. But the development of this business wasn’t so simple. The first in which Schultz has faced was the following: One of these original investors proposed to purchase Starbucks instead, on terms that would have dramatically diluted his stake and that of his other investors. Furthermore, investors put pressure on Schultz’s head. They said â€Å"If you don’t take this deal, you’ll never work in this town again. You’ll never raise another dollar.You’ll be dog meat†. As a leader, Howard Schultz didn’t renounced. He prepared an alternative plan cancelled the dilution and he managed. * Growing Starbucks The father’s death of Howard Schultz has completely changed his state of mind. He realized that his father’s life wasn’t the same as hers. In those days there was no health insurance and no workmen’s compensation. So, he decided to make Starbucks the first American company to provide access to health coverage for qualified employees. Indeed, this event is directly linked to the culture and the values of Starbucks.He wanted to build the king of company that his father never had a chance to work for, where you would be valued and respected no matter where you came from, the color of your skin, or your lever of education. He wanted to build a company that linked shareholder value to the cultural values that he created with the other employees of the company. The original business plan of Starbucks provided 125 new stores in five year. In the first year, the company had already open 15 stores in Northwest cities with a strong coffee culture. The growth was running.And for continue at this pace, Schultz recruited Howard Behar, an executive 10 years his senior who had 25 years of retail experience. His assignment was to innovate in response to customer requests and develop the customer experience. In an other hand, Starbucks focused its attention into values and culture of the stores, reasoning that satisfied and happy baristas made for satisfied customers. For continuing in this way, Schultz was aware that growth is intoxicating and seductive but also that it covers up a tremendous amount of mistakes.To solve this problem, he shared power with others. Indeed, Schultz & Behar wanted to stay in the way of their values so they decided to codify the values in the company mission and values statement. It’s important for the two leaders to sharing the culture of the company in each Starbucks stores. This is what distinguishes this company from others and allows it to continuing growth. For reach this goal, there were two key: The first was to hire people with like-minded values and the second was to reinforce the values and culture of the company.The expansion of Starbucks making this own language into a common usage (like â€Å"latte†, â€Å"half-caf†Ã¢â‚¬ ¦). Schultz was also proud of making difficult choices to pass up certain growth opportunities and to stay focused. The new way adopted by Starbucks was to explore marketing carefully selected. For example, they were experimenting to combined music and coffee stores and other entertainment ventures. It was a success. * Staying Grounded As an entrepreneur, Schultz should be irreproachable. For being that, he should learn several things like to manage vulnerability and doubt.But for understand him; there were n’t a lot of people. So he decided to talk with Warren Bennis, a widely respected leadership and with a rabbi, during a trip in Israel, where he had learned about the power of humility. These lessons helped Howard to understand that success is best when it’s shared and be better in his business. * Whither Starbucks†¦ and Schultz? The hope of Howard Schultz is that Starbucks can be a model for building a company the right way. Especially he wants that the size of the company can’t erase the integrity.It’s an illustration of the state of mind of Schultz. He took advantage of every opportunity for delivering his message like in leadership conferences for his store managers in which he focus on people and the human connection, not on numbers. He also focused on the consumer especially on customer experience. The brand wants to have a big place in customer’s life because it pretends that it wants to be the â€Å"third place in customers’ li ves between the home and the office. For that, Starbuck offers a global range from coffee to CD’s with the music that you can find in Starbucks stores.To combine these two ambitions, Starbucks responds to customer demand which is: Hungry for humanity and authenticity. * The Schultz E-mail After the big success of Starbucks, Howard Schultz was worried about one important thing for him: With the growth, Starbucks could lose the personal feeling of the neighborhood coffeehouse which Howard Schultz wanted to create. Indeed, at his arrival, his goal was to develop Starbucks as a model company including financial performance and mainly the respect of the human relationship. But this ambition wasn’t simple to apply in the reality.Indeed, Starbucks had become the fastest growing chain in the history of retailing: The brand began with three stores in Seattle for reach, twenty years ago, 40,000 outlets worldwide. This phenomenal expansion allows Starbucks to engage in competitio n with the big company like McDonalds and Dunkin Donuts. Despite this success in financially field, a question for Schultz was essential: Had Starbucks lost its soul in the process of becoming a global brand? For having an answer, Schultz decided to send an E-mail to Jim Donald, Starbucks new CEO, with copies to members of the executive team.In his mail, Schultz explained his point of view about the situation of Starbucks at this moment. He said that the growth had not a good effect in the customer experience. He described Starbucks with the sterility and the uniformity of store decor. The turnover is the first priority than the small coffee heritage of the brand and compromised the â€Å"passion for coffee†. He send this mail and waited the response of the senior team. Schultz ’memo was published on â€Å"Starbucks Gossip†, a web site about Starbucks, the experiences and opinions of the customers and employees. So, we could find some rumors in this about the co mpany.But when the memo was public, the corporate communication had tried to manage the crisis and the solution was to post a confirmation that the memo was authentic. For keeping a good image, Starbucks decided to position this memo as a new way of the company. Indeed, it explained that Starbucks â€Å"reinventing itself, saying it reflected the company’s philosophy that ongoing success was not automatically a given†. It created a buzz on Internet and in Press. The Wall Street Journal dedicated an article about Schultz’s memo with 1,500 words and some blogs like â€Å"BusinessWeek. om†, â€Å"Bloomberg. com†Ã¢â‚¬ ¦ * Joe Nocera’s Challenge The buzz continued two weeks later when the business journalist for New York Times, Joe Nocera, wrote an article about Howard Schultz in his column â€Å"Talking Business†. He focused his attention on the two personalities of Schultz. So the name of article was â€Å"Two Howard Schultz†. Fir st, he described Schultz as a sensitive man who is attached on human’s values in his company with health assurance for employees, and coffee experience for customers. The article speaks about the huge social responsibility program established by Schultz.But in a second time, he described a face completely different of Howard Schultz. For him, Schultz was a businessman who thinks about profit, benefit and growth so an aggressive competitor. For Nocera, Schultz’s aim was to grow as soon as possible by making the best financial result. For illustrating this, he collected some testimonials of Schultz’s colleagues who said: â€Å"Mr. Schultz is an enormously competitive businessman† for example. An other colleague told an anecdote: â€Å"Howard said that they would never serve food. He thought it would dilute the experience. †¦) For Starbucks, there was always going to be a limit to how much coffee it could sell in any one location, so to goose same-stor e sales, it began selling food†. All these testimonies supported the thesis that Howard Schultz was a man who wanted a quickly growth with a big profit. His first face was just a disguise to hide his true nature as Nocera. After having made an opposition between the two faced of Schultz, the journalist concluded that there was in reality only one Howard Schultz and the two things he wanted were â€Å"incompatible†.Finally, after this event, Schultz analyzed the situation and some questions arrived: Was it possible to have it both ways, or were growth and authenticity incompatible? Starbucks pursue such aggressive global growth and remain the unique local coffeehouse that attracted customers in the first place? We can see that these issues were in link with the first ambition of Howard Schultz†¦ So we can ask us if this ambition was really feasible or if Schultz has failed to achieve his goal. One thing was certain: The issue wasn’t going to go away