Small Scale Industries Problems

Article: Information technology: a growth navigator for small scale industries in India Small scale industries (SSI) have a significant role in the Indian economy in view of its contribution to production, employment, and export. However, since 1991 small scale industries in India find themselves in an intensely competitive environment due to globalization, domestic economic liberalization, and dilution of sector specific protective measures. The formation of World Trade Organization in 1995 also forced the member countries (including India) to drastically scale down the restrictions on import. This article analyzes the various factors influencing the growth of small scale industries in India. Information Technology (IT) is one of the significant factors, which is, in general, not used by the small scale industries in India for their production and business process, in the growth of small scale industries in India. Further on the basis of Nolan's ‘Stages of growth model' the stages of use of information technology in small scale industries are studied. Small Scale Industry in India: An Analysis in the Context of Liberalization Small and Micro producers are crucial in developing economies, and their role is even greater in the largely rural economies of South Asia. In India as well, the sector is the second largest employer, after agriculture, and accounts for nearly 6 percent of the country's GDP. India was an exception in that it gave the small-scale sector large incentives, and protection, in the period 1948-1991, going to the extent of reserving certain production lines solely for the sector. In the historical context of this, this paper shall attempt to analyze the issues peculiar to a ‘smalls scale of production' in India in an increasingly globalised scenario. It shall also look at some of the other issues plaguing the sector such as credit availability and maintaining quality standards. Movement of toxic metals from small-scale industrial areas: a case study from Delhi, India In India, an estimated 70% of the total industrial pollution load is attributed to Small and Medium Enterprises (SMEs). Among SMEs, small-scale industries continue to use obsolete technologies with no stringent rules for pollution control. Consequently, waste generated from them is generally dumped without treatment. These facts are strengthened from the analysis conducted on solid waste and wastewater samples from five industrial areas, water samples of river Yamuna, the tributary of river Ganges and solid waste samples of landfill areas in Delhi. Toxic metal concentrations were analysed and found in high concentration in collected samples. Besides that, fractionation study was also done. The data obtained from this study identify that the wastes with high concentrations of toxic metals, calling for the introduction of point source control of waste generation.

Princely Jets (Pvt.) Ltd. the Air Ambulance Written Analysis of a Case

Princely Jets (Pvt. ) Ltd. – The Air Ambulance| Written Analysis of a Case| Mariam Soomro, Sharmain Malik, Syed Zainul Islam & Farooq Tirmizi| Introduction This paper will be referring to the case study â€Å"Princely Jets (Pvt. ) Ltd. – The Air Ambulance†. It will discuss at length the issues brought out in the case which concern the new Air Ambulance service that Akbar Group of Companies is planning to launch. This paper asserts that Akbar Group should go ahead with the launch of the new service at the proposed price US$ 750 monthly membership and an hourly rate of usage of US$2500. The paper will attempt to justify the pricing strategy and discuss the mix of promotion tools that they should make use of. Overview The Akbar Group has a diverse group of companies with their operations being divided into two major categories: the aviation division and the commercial division. They started operations in Pakistan in 2005 with Princely Jets (Pvt. ) Limited with their first private charter jet services. They offered private jet services on an adhoc as well as on a scheduled flight basis with an objective of making the private jet charter experience simple, comfortable, enjoyable and unique. They launched in Karachi and later on expanded their services to Islamabad in 2006. By 2008 they had a fleet of 6 aircrafts. They had an average growth rate of 15% and a return on investment of 3%. Their aviation division also included being the General Sales Agents for twelve international airlines; they were representatives of Amadeus; and they offered travel agency services under the name Princely Travels and Citilink. Their commercial division included allied businesses such as the distribution of Nike and United Parcel Services (UPS). They also had exclusive distribution of travel insurance for the American Insurance Group. Akbar Group also introduced many global businesses in Pakistan such as McDonalds, The Princeton Review and LMVH Watches and Jewelry. Market Situation and Competitive Scenario Pakistan suffers from a host of problems such as political and social unrest. The rate of political protests, traffic accidents, criminal assaults and terrorist attacks has increased significantly. There is a constant need for transportation of victims for emergency needs. There have been many instances where the patient never makes it to the medical facility in time because of traffic jams. There are a sufficient number of medical rescue teams that provide ambulance services such as Askari Aviation, Edhi Foundation and Chhipa Ambulances, but none that provided specialized air ambulance services. The Akbar Group identified this gap in the market and decided to offer an Air Ambulance service to cater to this unmet need. It was easy for them to cater to this need as it would be a natural extension of their aviation services that they provided through Princely Jets. They had an existing clientele from their Princely Jet services who they could target for the same specialized air ambulance services. Segmentation and Target Market The Akbar Group chose to segment the market using two techniques: Psychographic and Demographic. Psychographic: They wanted to target affluent customers who would be â€Å"willing to provide insurance for this value added medical facility not only for their personal use but also for the use of company employees†. Demographic: The target market identified for the air ambulance service included corporate entities such as multinational and large national companies, banks, embassies, governmental agencies and some high net worth individuals. Marketing Mix Product/ Service The Akbar Group proposed the following with their Air Ambulance Services: * Transportation of physicians and specialists to remote areas * Inter-hospital transfer of patients requiring specialist’s treatment and immediate attention * Quick transportation of blood and human vital organs * Medical and other assistance to companies and organizations in remote areas of the country. They wished to start off their operations with a pilot project in Karachi and later on proceed to other parts of the country. In the Karachi region they planned to provide their services within a radius of 125 nautical miles (225 land miles). The justification behind this radius was that they wanted to transport the patient to the nearest medical facility within a maximum of 90 minutes. They planned to offer air ambulance services with two fully equipment helicopters with multiple seating and at least two patient beds. They would have on board a fully trained paramedic team including a doctor, state-of-the-art medical equipment, life saving and emergency medicines, oxygen and blood transfusion capabilities. The air ambulance aimed to offer a smooth transition of the patient from the helicopter to the emergency room. Financially Viability As seen from the expected revenue above, after the first year this project will generate a profit stream which will make this a viable project. The Air Ambulance project is suitable for a country like Pakistan where one sees in Exhibit 9A and Exhibit 9B that there is a high requirement for such services. To support this one should also look at Exhibit 12 to see the number of people that are in need of such services and have no other alternative. Pricing The two pronged strategy that is being offered by Mr. Ghouse is feasible since targeted market segment pays little importance to prices. They consider the value of the services. Therefore, as they are willing to pay these prices for business purposes; then they will be more than willing to pay for medical services. The prices suggested will be divided into 3 categories for three different customer divisions as the following: Corporate customer- These are the companies mentioned in Exhibit 3. They will be offered a yearly package that will contain 37 hours that they can use at any hour. It can be used by any member of the corporation with the approval of HR. * Private Customer- These will be those individuals who are operating private companies that have steady cash flow. They will be familiar with Princely Jets (PVT) LTD. services; hence it will be relatively easy to convince them to utilize The Air Ambulance services for themselves. * Hospitals- A yearly contract will be signed with hospitals as mentioned in Exhibit 11B; this will provide an additional service which can be provided by leading medical institutions, which will have customers who are willing to avail on a one off basis. The cost that is charged by the hospital will be left to its discretion. Pricing Method The pricing strategy will differ from segment to segment. The private customer will be charged a slightly higher price as he will be less likely to require services on a regular basis. Whereas corporate customers and hospitals will be charged a slightly lower price since they will be purchasing bulk services and are more likely to want greater flight hours. Therefore, higher revenue can be generated from these institutes through variable costs. The above methodology is simply a proposal. However, this project is definitely viable. If we consider the pricing that Princely Jets is exploring; the following comes to mind: Premium Pricing Princely Jets is going to be fulfilling the needs of a niche market. As stated earlier, pricing is not an influencing factor in the decision to purchase. For these high profile consumers, the ambience, the service environment and the quality will be perceived as of worth. It is about how vital the customer is made to feel during the entire journey. It is the flexibility offered, the uniqueness in treatment and of course, the fact that each flight is personalized for the client. They will be willing to pay for a superior air solution over others which are designed to give greater benefits. It is these intangibles that justify the premium pricing strategy. Also as it is the pioneer in its category, it can enjoy the benefit of being a price setter in the industry. Specialized Service Air ambulance services have high operational costs. The specialized nature of these air rescue services limits the ability to compete on the basis of cost. Therefore, marketing is directed towards high net individuals, corporations and governmental agencies that prefer other factors. Customized Air Solution Princely Jets is going to fabricate each flight with accordance to the needs of the client. From the point of destination to the point of food being catered; every small aspect will be planned in order to serve the punter in question. Heritage Akbar Group of Companies is bringing this premium service in and has over 100 years of experience in the aviation industry. This facet can be utilized to position Princely Jets air ambulance services in the consumer’s mind and be used to build brand equity. Placement Princely Jets launched from Karachi in 2005 and had expanded to Islamabad by 2006. It designed a 4000 square yard hangar with a high tech maintenance workshop for supportive services. Also to add benefits and value to their service, Princely Jets had its own airport lounge in Karachi. It was dedicated to Princely Jets customers. Promotion Viral Marketing This strategy played well for the luxurious travel Princely Jets offered. It appeared to be promising for air ambulance services as well. Within the narrowed boundaries of this niche market, if the trend of air ambulance services spreads like wildfire, targeted customers will be drawn into its usage. Word of mouth Word of mouth communication remains to be the most effective and popular marketing tool. As it is recommended from person to person, a level of trust is involved. That by itself will build to service credibility and reliance. Relationship marketing Given the infrequent nature of this service, Princely Jets will have to be persistent in building and sustain its clientele. It should focus on the longevity of end user relationships and continue to remain in touch with them. They will likely own personal, intricate consumer information such as birthdays, anniversaries etc and can perform diminutive gestures such as sending a birthday card across to remind the consumer that Princely Jets remembers them and is thinking of them. That will add to value in terms of positioning in the customer’s mind. Direct Marketing This may prove to be a successful strategy for the air ambulance sector. Sending brochures, flyers, personalized posters to the consumers would build a personal connection. An even better alternative is to send customized letters to them on a monthly or biweekly basis to build brand recall and to make Princely Jets the preferred carrier. Another way to differentiate itself is to offer to show the helicopter to exclusive clientele. These strategies are recommended to Mr. Ghouse as they will prove to be the most effectual and valuable. However, an aggressive online marketing campaign to compliment the above tactics will be better. Mr. Ghouse should draw up an integrated marketing communication plan that has the consistent message of safety, security and comfort and is conveyed accurately.

Sarbanes-Oxley Act of 2002 Research Paper Example | Topics and Well Written Essays - 1250 words

Sarbanes-Oxley Act of 2002 - Research Paper Example The Sarbanes-Oxley act of 2002 is actually named â€Å"Public Company Accounting Reform and Investor Protection Act†. As such, the act sought to change the way in which top management, accounting firms, and investors interacted with one another. By certifying the legitimacy of information, the framers of this act sought to correct many of the issues that had seemingly plagued auditors and oversight committees for years. The first of these changes can be described with regards to the creation of a public company accounting oversight Board (PCAOB). Much as the name implies, this particular entity is required as a means of providing a level of oversight with respect to the registration and analysis of compliance that audits and auditors are able to put forward. Through such an entity, the overall level of oversight that auditors and committees can affect is drastically increased; tangentially leading to a situation in which the potential for abuse is subsequently reduced. A further core component of Sarbanes-Oxley is with respect to what is known as auditor independence. By establishing key standards for auditor independence that help to limit conflicts of interest and promote the overall truthfulness, veracity, and reduction in bias, this particular complement of Sarbanes-Oxley is directed at restricting the level of integration that key firms can provide to another. For instance, prior to Sarbanes-Oxley, it was perfectly legal that a particular accounting firm could also serve the joint function of consulting with the same firm that they were hired to analyze and recommend key accounting practices/approaches (Gupta et al., 2013). Naturally, the conflict of interest within such a case is profound and creates a situation in which either the accounting procedures and/or the consulting would be adversely affected by the conflict of interest

Local Area Network Essay Example | Topics and Well Written Essays - 750 words

Local Area Network - Essay Example Software can take the form of a centralized database, distributed application or can be a collection of simple utilities, which might be shared on a computer with in the domain. Similarly hardware can be a printer or a centralized storage device. LAN offers the fastest data transfer rate up to 10 Mbps. Stair & Reynolds (2001) suggest that usually, LAN is wired into office buildings, factories, school buildings, etc and are built around personal computers (PC). When a PC is connected to a LAN, a network interface card (NIC) is required which is placed in a computer's expansion slot to allow it to communicate with the network. A wire or connector from the network is then plugged directly into NIC. (Stair & Reynolds, 2001, p. 138) In order to install and configure a LAN setup in a school, the topology should have to be selected. Out of the three topologies, i.e. ring, bus and star, star topology is the most feasible one, as due to the failure of a computer or a segment of wire or a node, the other network nodes would not be affected at all. For star topology the basic hardware required for connectivity are as follows: For a smaller LAN with a maximum of 10 computers Hub works fine but for a larger LAN a switch gives better efficiency compared to a hub. The reason is that the hub broadcast the data packet to every node, hence all other nodes except the destination node thereby ignoring the broadcasted data packet where as the switch store the MAC addresses of each node and would send the data packet only to the destination node. UTP (Unshielded Twisted Pair) cable: This type of cable is the most feasible one as it is cheaper and it gives a data rate of 10 Mbps. Further more in a larger LAN setup, if the distance between two switches or between switch and a terminal (computer) is more than 100 meters than we have to use a repeater device, which enhances the signal strength so that it can reach the destination. Hence for every 100 meters we have to use a repeater device. Apart from these network components, all the computers, which are going to participate as a node in the network must have a LAN card. Every computer must have to be joined directly to a switch by the help of single twisted pair cable. In case of larger number of computer, then the switches should have to be connected with each other by the help of cross twisted pair cable connection. When all the computers are physically connected with each other to form a LAN setup, then the network operating system should have to be installed and configured on every computer so that they can communicate with each other. Since a LAN must have at least one domain server so in order to make a computer to act as domain server, we have to install a server operating system like Windows 2003. After that install and configure ADS (active directory services) on that server computer. Create user accounts and register every network resource within the ADS. Further more in the ADS, privileges can be assigned individually to every user account, so that when a user logins from a client computer, he can access only the allowed resources. For rest of the client computers, we have to

Pros and Cons of Tariffs Essay Example | Topics and Well Written Essays - 1250 words

Pros and Cons of Tariffs - Essay Example It is evident from the study that tariffs help governments reduce competition from foreign companies to allow more opportunities for the growth of domestic industries and increased employment opportunities. As the government imposes a tax on imported goods, the foreign suppliers find it hard to supply to the locals. Thus, domestic producers receive a favorable price for their products and services since the market is unsaturated with goods. The local producers also produce and sell large quantities since the demand is high among the local market. Consequently, they become motivated to provide more products and services, thereby leading to economic growth and loyalty to domestic products. Tariffs may thus enable job retention and creation since local businesses will grow to an extent of employing more people to handle their goods and services. Governments also impose tariffs on imported and exported products as one of the sources of revenue. The taxes help the government to support it s many activities and functions. In fact, approximately 2% of the total government revenue comes from customs duties and taxes. Hence, imposing duties on exports and imports allow the government to fund economic developmental projects. Such projects include building of infrastructures like roads, maintaining social amenities, establishing and maintaining institutions, and paying public workers. Consequently, local businesses and foreign companies will find it easy to set up and conduct business operations in the country. They enable the country to spearhead the economic development and attract investments both from within and outside.

Case study #2 Example | Topics and Well Written Essays - 750 words

#2 - Case Study Example While this is so, there are those companies that show very little concern about what customers think about the services that they get and this can turn out to be very damaging to not only the reputation of the firm but also the income the firm generates. This paper will be looking at the two companies with both extremes in customer service- Amazon with the best and AT&T with the worst. The paper will also state a recommendation for each company that can help improve their customer service. Amazon has been voted the company with the best customer service the second time in a row. There are particular reasons why the company stands out in its customer satisfaction record. Those who have had to return items they had bought from Amazon agree that indeed the customer service of the company is commendable. Jeff Bezos, the founder of the company, is among the most passionate people when it comes to the satisfaction of the customer. Bezos’ is known for the use of his infamous "empty chair" in all boardroom meetings. Bezos asks that a chair be left empty as that is the spot for the customer. The use of the empty chair reminds the other panel members that the boss in the company is actually the customer and should be considered whenever developing any policies for the business. It is this culture of being customer minded that makes everyone in the firm be willing to serve the customers with high regard. Other than this, Amazon demands that every manager and other employees learn how to interact with the customer so that the entire firm is as customer-centric as possible. Bezos is quoted saying that every member of staff, including himself, has to be able to work at a call center. To make this possible, the CEO has every employee get in touch with the customers even if it is for a few days only. Amazon knows that understanding how the customers view, use, and talk about the products they sell is significant to a business and thus lets every member of

Evaluate Chinas policies towards self-determination Essay

Evaluate Chinas policies towards self-determination - Essay Example Sometimes it is also treated as a particular collective right, distinct from individual rights. It is a disputed principle in ethics, with some arguing that no such entitlement exists, other than perhaps the right to resist or secede from tyranny. United Nations has stated clearly in its â€Å"International Covenant On Civil And Political Rights† that all peoples have the right of self-determination. All people, by virtue of this right, may freely determine their political status and freely pursue their economic, social and cultural development; all peoples may, for their own ends, freely dispose of their natural wealth and resources without prejudice to any obligations arising out of international economic cooperation, based upon the principle of mutual benefit, and international law; in no case may a people be deprived of its own means of subsistence. The States Parties to the present Covenant, including those having responsibility for the administration of Non-Self-Governing and Trust Territories, therefore, shall endorse the recognition of the right of self determination, and shall pay reverence to that right, in conformity with the provisions of the Charter of the United Nations. Before going into further details about the right to self determination and China’s policy towards it, it would be better to have some ideas about the political system and the political thoughts of China. It would provide a better understanding regarding China’s stand on the issue of self-determination. The Chinese political institution considers China as a single centralized state embracing all persons of Sinic culture, who are united under a common social order and a common political dispensation, with no exceptions. This Chinese polity is the oldest continuous one, which has survived since ancient times. A significant aspect of China is its long national history. In China, the imperial dynastic system prevailed for a long period. In

Interview - A Day in the Life Essay Example | Topics and Well Written Essays - 750 words

Interview - A Day in the Life - Essay Example Thus, I have two main stages of work that clients who need my services hire me for: design and erection of support services. If the projects I am contracted for entails working in an existing facility, I make field assessments to annotate the prevailing conditions and how they will influence my design or take care of any constraints that may hinder my work during the design (Wright, 25). I was usually good at science and math, and I loved the two subjects all through my education. My father worked as a civil engineer who did designs for water treatment plans and my mother worked in the same company as my father as a drafter of the electrical group. I knew that majoring in engineering was what I wanted ever since I was in ninth grade. At school, my math and science teachers were great. Fast forward: after my college education with a degree in electrical engineering, the first job that I landed was in an environmental engineering organization. In that job, I designed control systems for water and wastewater treatment facilities. Eventually, I left the company and made a decision to start my engineering consulting business. I mostly employ a computer. My electronic drafting tasks are best done with Microstation or AutoCAD. I also make use of Microsoft Office such as Word and Excel applications for putting down specifications and making estimations, as well as calculations (Joshi, 441). I also depend heavily on the internet and devices that assist me in accessing my email, word documents, photographs, essential websites, or to contract other professionals in my line of specification. Technology comes in handy in my line of work. One must be willing to learning. This career needs a lot more knowledge that can be acquired in the five years of engineering at college. Technology changes every other day. One must also be ready to learn from mistakes. I also consider hard work essential for one to succeed in this career. I love interacting with people as I am a

Strategic sales management Essay Example | Topics and Well Written Essays - 3750 words

Strategic sales management - Essay Example The process of having a good human resource base does not end with recruiting people as it is equally important to have motivated employees who can easily align their personal objectives with the organizational objectives so as to bring about organizational efficiency and generate competitive advantage. In order to have motivated employees, it is necessary to ensure a proper job fit so as to align the objectives of the employees and the employers. This requires a good recruitment strategy that would actually help in selecting a set of individuals who would be able to align themselves with the job responsibilities as well as the working culture in the organization. This would also boost up the morale of the employees who would be motivated to take up the job responsibilities (Griffin & Moorhead, 2009, p.118). The present study would be based on analysing the recruitment and staffing issues for the FMCG giant Procter & Gamble. The choice of the organization assumes significance as the company is considered to be among the largest FMCG companies of the world having its operations in diverse geographies with a wide product portfolio. The study would analyse the present recruitment policy of the organization and would try to find out the possible shortcomings in the strategies of recruitment and staffing presently adopted and implemented by the company. It would also try to formulate a proper recruitment and staffing strategy for the organization which would also include the framework for compensation, incentives and reward programs so as to motivate the employees to provide their best effort at the organization. About the Company Procter and Gamble (PROCTER & GAMBLE) is one of the most coveted FMCG Company of the world. The organization has its headquarters based in Cincinnati, USA and successfully operates out of 180 different diverse geographic nations with a wide array of product offering. The strengths of the organization can be analysed from the fact that its market capitalisation is greater than the GDP levels of many nations. The company also has a well defined policy of serving the society through a well knit policy of corporate social responsibility. The organization also has a well defined recruitment and staffing policy that helps it to churn out the best possible employees. It also has a raining and development program that trains employees to meet the standards required to bring about efficiency in organizations like PROCTER & GAMBLE (Procter & Gamble, 2011). Recruitment strategy Procter and Gamble follows a highly rigorous and comprehensive framework for recruitment and selection. The candidates selected for the organization are generally asked to go in through a rigorous session of numerous rounds of interviews. In the initial strategy, the candidates are asked to appear for an interview that tests the candidate’s ability to produce high volumes of quality work. The candidates pass through two rounds of filtering after w hich a test of general knowledge and general aptitude is conducted. The extent of success in these tests determine the level of efficiency of the candidate

Exploring the Concepts of Karl Marx and Mao Tse-Tung Essay Example for Free

Exploring the Concepts of Karl Marx and Mao Tse-Tung Essay Karl Marx believed that in an industrialized society, the working class, known as the proletariat would revolt and take over the ruling class, and would in effect, create a classless society. Karl Marx believed this could only happen in an industrialized society. Once it became apparent that the working class would not rise above, Lenin intervened and confirmed Marxism obsolete in Russia. Since the late 1920s the Chinese Communist Party has altered Marxism in China. It became a peasant party with an anti-Marxist petty-bourgeois viewpoint and through all the fluctuations of the left and right turns of world Stalinism, it kept a utopian and reactionary perspective; in Marxist terminology, reactionary refers to people whose ideas might appear to be socialist, but, in essence, contain elements of feudalism, capitalism, nationalism, fascism or other characteristics of the ruling class. It kept a nationally based and classless socialism, or peasant socialism,† as worded by Trotsky. To call Mao Tse-Tung’s communist or Maoist, philosophy socialism is an understatement. Though encompassing many Marxist values, China has done a more effective job of forcing the Maoist agenda through more ruthless violence by utilizing the multitude of peasants residing within its borders as a powerful force, unlike Marxism which calls for a series of revolution by means of class struggle and uprising in the proletariat. Though the Maoist ideology had subsisted in China for some years after his time, today it is an important economic force, but is government-run, leaving it unstable without government regulation as the economy is dominated by large state-owned enterprises, but private enterprises also play a major role in the economy. State-owned enterprises are a major source of profit and power for members of the Communist Party of China and their families and are largely favored by the government. Karl Marx wove economics and philosophy together to construct a grand theory of human history and social change. His concept of alienation, for example, first expressed in his Economic and Philosophic Manuscripts of 1844, plays a key role in his criticism of capitalism. Marx believed that people, by nature, are free, creative beings who have the potential to totally transform the world. But he observed that the modern, technologically developed world is apparently beyond our full control. Marx condemned the free market, for instance, as being â€Å"anarchic,† or ungoverned. He maintained that the way the market economy is coordinated—through the spontaneous purchase and sale of private property dictated by the laws of supply and demand—blocks our ability to take control of our individual and collective destinies. Marx condemned capitalism as a system that alienates the masses. His reasoning was like this: although workers produce things for the market, market forces, not workers, control things. People are required to work for capitalists who have full control over the means of production and maintain power in the workplace. Work, he said, becomes degrading, monotonous, and suitable for machines rather than for free, creative people. In the end, people themselves become objects—robot-like mechanisms that have lost touch with human nature, that make decisions based on cold profit-and-loss considerations, with little concern for human worth and need. Marx concluded that capitalism blocks our capacity to create our own humane society. Marx’s notion of alienation rests on a crucial but shaky assumption. It assumes that people can successfully abolish an advanced, market-based society and replace it with a democratic, comprehensively planned society. Marx claimed that we are alienated not only because many of us toil in tedious, perhaps even degrading, jobs, or because by competing in the marketplace we tend to place profitability above human need. The issue is not about toil versus happiness. We are alienated, he maintained, because we have not yet designed a society that is fully planned and controlled, a society without competition profits and losses, money, private property, and so on—a society that, Marx predicted, must inevitably appear as the world advances through history. Here is the greatest problem with Marx’s theory of alienation: even with the latest developments in computer technology, we cannot create a comprehensively planned system that puts an end to scarcity and uncertainty. But for Marxists to speak of alienation under capitalism, they must assume that a successfully planned world is possible. That is, Marx believed that under capitalism we are â€Å"alienated† or â€Å"separated† from our potential to creatively plan and control our collective fate, but if comprehensive socialist planning fails to work in practice it is an impossibility. In consequence of China’s sizable rural population, the greatest point of conflict between the two lines of thought is Mao’s inclusion of the peasantry in the proletariat differing greatly with the Marxist-Leninist view that the beginning of socialist revolution should come from the urban working class. The Maoist faith in revolutionary enthusiasm and the positive value of the peasants lack of sophistication as opposed to technological or intellectual elites fueled the Great Leap Forward of the 1950s and the Cultural Revolution of the 1960s and 70s. The disastrous consequences of both upheavals led Maos successors to abandon Maoism as counterproductive to economic growth and social order. Maoism, since then, has been embraced by insurgent guerrilla groups worldwide. The Communist Party of the Philippines has adopted the ideas and concepts of Maoism which promote the use of revolution to obtain their goals. Professor Jose Maria Sison, the Chairman of the Communist Party of the Philippines states, â€Å"Mao is indubitably correct in identifying the revisionism of degenerates in power in socialist society as the most lethal to socialism, and in offering the solution that succeeded in China for ten years before it was defeated in 1976. The disintegration of the Soviet Union and the full restoration of capitalism in revisionist-ruled countries in the period of 1989-91 have vindicated Mao ´s position on the crucial importance and necessity of the struggle against revisionism and the theory of continuing revolution under proletarian dictatorship.† The Philippines today practices modern democracy. This shows the sharp difference of ideology within countries. It is shown by Sison’s diction that he is passionate about Communism to the degree that he strongly adheres to Maoist theory by promoting revolution in the proletariat. In 2008, the New People’s Army in the Philippines managed to make 200 tactical offenses and captured 200 high powered rifles. Ka Oris claimed that the group has managed to return to the level of activity of when it was at its peak in the 1980s. The NPA, the armed wing of the CPP, remains the biggest threat to national security according to National Defense Secretary Gilbert C. Teodoro Jr. This shows how Maoism only subsists with sheer violence. They seek to implement their agenda by compromising national security and putting many lives in danger. In order to form a fully Maoist society one needs to realize that the only means of achieving this is by deteriorating the conditions within a county. â€Å"The history of the NPA in Mindanao dates back to 1971 when a handful of inexperienced but determined communists established two cells one in Iligan and the other in Davao. The years that followed saw it exploit widespread poverty among both indigenous peoples and poor peasants in the countryside, as well as among many Christian settlers.† As one can see, poverty was a result of the attempts made by the NPA to form a communist/Maoist nation; therefore, the effects of revolution in the name of Maoism only worsens the well-being of the people as violence is utilized to oppress the people. Maoism is characterized by an extreme eclecticism and by subjectivism in theory and voluntarism in politics. Many traditional views of ancient Chinese political and philosophical thought have helped nourish Maoist ideology. From the anarchists Mao Tse-tung borrowed such principles as the absolutization of violence (â€Å"Power grows out of the barrel of a gun† and â€Å"To rebel is justified†) and reliance on nonproletarian, declassed elements and politically immature layers of young people to â€Å"organize† revolutions without regard to whether there is a revolutionary situation. According to Maoist declarations, similar revolutions, which in fact are a form of total purging and suppression of the real and potential enemies of Maoism, should be repeated periodically. If the inherent violence that Maoism encapsulates should be repeated, it would lead to the suffering of many people, which makes it unstable to the degree that the government forces outnumber the Maoists: a force that keeps them at bay. The Maoists cannot obtain their goal without the use of hostility, making it immoral and unstable. â€Å"Since 1978 hundreds of millions have been lifted out of poverty [in China] – yet hundreds of millions of rural population as well as millions of migrant workers remain unattended: According to Chinas official statistics, the poverty rate fell from 53% in 1981to 2.5% in 2005.† However, in 2009, as many as 150 million Chinese were living on less than $1.25 a day. The infant mortality rate fell by 39.5% between 1990 and 2005, and maternal mortality by 41.1%. Access to telephones during the period rose more than 94-fold, to 57.1% as did in many developing countries such as Peru or Nigeria. This shows inconsistency with data to instill communist propaganda. They only show what they want to. They never display the harsh violence committed in order to execute their agenda, which is also in the roots of Marxist theory. In consequence of Mao’s recognition of the peasan try as a powerful source of revolution, his political endeavors were largely aimed at rural China and less on urban industrialization. There is a strong emphasis in Maoism placed on the capability of conscious human action to overcome a lack of material resources. This is in reference to what Mao saw as great feats of endurance, such as the Long March and the resistance against Japan during the Sino-Japanese War. According to Mao, the success of such campaigns rested upon the commitment of man, without the aid of technology or material involvement. Complementary to such experiences, Mao naturally developed a theory that highlighted success as a product of the mind, not matter. As such, material goods were not constituent of, or significantly important to Maoism. It should be pointed out that in the present conditions, agriculture occupies first place in our economic construction. Mao was mainly concerned with agricultural production as a means of survival, and saw no political gain from mass industrialization. In fact Mao believed that industrialization weakened the proletarian movement, by creating further means fo r factory owners and management teams to exploit workers. However the Marxist-Leninist approach to socialist reform which contrasted against Mao’s agrarian views, relied heavily upon the encouragement of advanced industrialization in order to strengthen the sense of proletarian repression. In this sense there was a strong point of conflict over industrial and agricultural production values between Mao and the Russians, which was in direct consequence of the peasants over workers dispute. A fundamental facet of classical Marxist ideology is economic determinism; a concept whereby social change is driven by the economy. However Mao placed a much larger emphasis on the shaping of humankind, and the capacity to change human nature through sheer will power. Mao’s real conflict, of course, was not with Russia nor with revisionism, but with human nature. He believed that the ordinarily extended process of change could be hastened with appropriate stimulation; a positive political frame of commitment and action. While Marx also believed in the evolution of human nature, in contrast to Mao he regarded it to be a process beyond the control of man. Marx developed the theory of material determinism, which suggested that the economy is essential to social change and the development of human nature, a relationship almost ignored by Mao. Features of society such as classes, politics and ideologies were seen by Marx to be outgrowths of economic activity, whereas Mao regarded changes to such features as a result of human will. [Mao’s] process of remolding human beings†¦[is] almost in defiance of orthodox Marxist historical and material determinism. However what is generally agreed upon by Marx and Mao, despite the way in which it is done, is that this remolding of humankind could take many revolutions, which led to the development of the ‘continuous revolution’ theory, a concept whereby the proletarian’s struggle against the bourgeoisie is everlasting. Basically, the goals of Mao, Lenin and Marx were alike in terms of achieving a classless socialist society; there were distinct contrasting elements within the paths chosen to achieve these aspirations. Mao believed in the revolutionary and violent power of the abundant peasantry class, whereas the Marxist-Leninist approach to socialist revolution was to lead from the urban working classes. Resulting from this major disagreement came differing views on industrialization and urbanization, Mao tending to pay closer attention to agricultural development which was a large factor in China, and the Russians to urban development. There was also ignorance on Mao’s behalf of the nature of economics, a subject of which Marx was an expert which is most likely the reason why there is little on economics found on Maoism. Marx recognized the economy as a major driving force in social development, whereas Mao regarded human nature as something that could be changed by will. However while Mao may not have attempted to achieve socialism as Marx intended, a great difference between Russia and China during the twentieth century made such a turn away from classical Marxism to some extent. One could claim that Marxism has never truly been achieved in any setting, and with both China and Russia now leaning more towards capitalism, it leads one to question whether given the nature of humankind, such change is even possible; however, it can be concluded that both doctrines encapsulate instability and hostility, creating an oppressive environment.

Aviation and the environment: Virgin Atlantic

Aviation and the environment: Virgin Atlantic Introduction As the years go by and as technology advances the environment is becoming fragile. This is because of the continual pressure on the natural resources available to man. The adverse effects of human activities on the environment have become evident as there has been an increase in earthquakes, floods, landslides, melting of polar ice caps and the rise in sea level towards the end of the 21st century and start of the 22nd. It is due to this fact that the concept of responsible human activities was brought up by environmental conservationists. This concept proposes that the reduction of greenhouse gases can be achieved through the use of cleaner energy and/or through efficient use of energy. The transport industry produces a significant amount of greenhouse gases on a yearly basis; estimated at 15% of the total greenhouse production in the world. Data collected shows that 23% of all carbon dioxide released into the environment is from the transport industry (See, 2009). Carbon dioxide emissions have been seen to grow by half in a period of seventeen years between 1990 and 2007. Studies show that global greenhouse gas emissions are directly proportional to economic growth. The global financial crisis of 2007 resulted in a drop in greenhouse gas emissions as people were seen to travel less. This shows that the transport industry indeed has a significant effect on global greenhouse gas emissions and therefore measures are needed so as to reduce these emissions in an attempt to reduce the yearly global emissions (Banhart and Odoni, 2009). Air transport pollutes the environment by emitting harmful gases such as COx, NOx, SOx and particulate matter into the air. This mode of transport has also been criticized for noise pollution with the concord being an example of a noise pollutant. Pollution from air travel is a major concern for environmentalists as the yearly emissions from the industry are expected to increase in the future. This is due to the fact that air travel is still in its growth stages and as the world becomes a global village more air traffic will result. On the contrary, greenhouse gas emissions from road transport are expected to reduce in the future due to the advancement in technology and the use of more efficient engines i.e. turbocharged engines, computer controlled combustion sequences etc. Gasoline engines have evolved in the last twenty years from carburetor engines, to EFI (Electronic Fuel Injection) to VVT-i (Valve Variable Timing with Intelligence). This evolution is expected to continue until emissions from road transport are reduced to the least possible (Balmer, 2010). There are different proposals on the measures that could be taken so as regulate air travel and reduce greenhouse emissions from the industry. These include increased taxation of the aviation industry, abolishment of incentives for air travel passengers and emissions trading schemes. Other factors such as a responsible corporate culture and have also been mentioned as possible ways through which emissions from air travel can be reduced. The harmful effects of aviation on the environment have often brought to question the morality of air travel with some critics claiming that air travel is not only immoral and unethical as it causes damage to the habitats of people without properly compensating them. Africa in particular is the greatest victim of global warming with the continent bearing the brunt of the commercial activities of the modern world. Global warming has been found to result in reduction in food production in Africa by 10%; 2 million people die in a year due to malnourishme nt (Cline, 2007). Some aircraft engineers think that the development of more efficient combustion engines and air frame designs have the potential of reducing the yearly greenhouse gas emissions from the industry. This comes at a time when airplane manufacturers are committed to increasing the fuel efficiency of commercial jets by making better designs. The use of alternative fuels for airplanes is also seen by some aviation engineers as a possible solution to the emissions problem. However, critics claim that as aircraft engines become more efficient there is a proportional increase in aircraft traffic thus offsetting the benefits of the new technology. They further claim that the useful life of an aircraft spans between 12 and 8 years and thus it would take long to replace old technology with new technology thus resulting in extensive damage to the environment. The Virgin Atlantic Airline is at the forefront of the fight against air pollution. This is evident by the numerous programs and ventures started by the company so as to reduce its annual greenhouse emissions. It is also the first aircraft company in the United States that reports its emissions to the climate registry. This study will focus on the Virgin Atlantic Airline company and will attempt to assess the impacts that the airline has to the environment and the measures that have been taken so as to reduce the annual emissions of the company. The study will also focus on the technical aspects of aircraft manufacture and operation that have an impact on greenhouse gas emissions (Virgin Atlantic, 2010). Data will be collected from a study carried out in the Virgin Atlantic airline. The data will be collected from technical personnel, engineers, directors, environmentalists and flight personnel so as to gain an understanding of the firms practices and how they affect the environment. The data will then be analysed and from the analysis discussions and suitable recommendations will be made. Research questions What impacts do airline operations have on the environment? What is the Virgin Airline companys policy towards the environment? Has a pro-environment policy in the company resulted in increased customer satisfaction and loyalty? What technical aspects of airplane design and construction have been changed so as to reduce greenhouse gas emissions? Which operational measures have been taken so as to reduce green house gas emissions? Are the measures taken by the company practical and realistic? Should other airline companies follow the Virgin Atlantic example? Literature review Exemplary leadership and sound company policies are seen to be the key ingredients in minimizing the effects of the transport industry to the environment. A vibrant leadership that is able to formulate sound policies and that can be able to put these practices into effect is desperately needed if the aviation industry is to go ‘green. The Virgin Atlantic chairman Sir Richard Branson is an example of effective leader who has seen sound company policies being transformed into practical solutions for his organisation. Many companies are yet to adopt similar policies even in an age when there is widespread information on the need to conserve the environment. Sir Branson has welcomed other major airlines and aircraft operators to form a common initiative that will work towards finding solutions for the industry. It is evident that a clear vision at top level management is the driver behind the implementation of environmentally friendly aviation practices (Virgin Atlantic, 2010). Another contributing factor that has enabled the Virgin Airline to reduce its annual carbon emissions is the fact that there exists a flexible and innovative culture within the organisation. According to the company, sustainability must be accompanied by change; staff have to be trained on how to cope with the challenges of the modern world. The companys staff have been educated on the effects of carbon emissions and have been encouraged to find ways in which they could reduce these emissions in their respective areas of work. Such a culture lacks in many aviation companies and is the reason why the Virgin Atlantic is a leader in sustainable aviation. (Virgin Atlantic, 2010). Virgin Atlantic has invested into a fleet of more efficient aircraft that are able to cut the greenhouse gas emissions by 27%. The company has liaised with its manufacture Boeing Commercial Airplanes who have been able to design a more efficient aircraft for the company; Dreamliner 787-9. This is in line with companys goals to have reduced its carbon emissions by 30% before the year 2020. This plane is built from composite materials that are lighter compared to the conventional aluminum alloys. The airplane also has an increased carrying capacity of 290 passengers. Due to modifications in its engines and aerodynamics the aircraft produces 60 percent less noise compared to the A series Boeing already in service. The company also intends to benefits the customer with this new technology through the reduction in air travel fares and the design of improved cabin environments. The company has established a fuel panel that has the responsibility of ensuring that the company saves up to 7000 tonnes of jet fuel in a year. This panel is made up of technical personnel, engineers and pilots who meet periodically and formulate ways of reducing fuel consumption. It is from these meetings that pilots are taught how to minimize fuel consumption when in cruise mode during takeoff and landing. An innovative piloting technique devised by Virgin Atlantic pilots is the continuous descent technique that involves a gradual descent by the pilot from much higher altitudes and thus resulting in reduced fuel burnt and consequently CO2 emissions. The company is also working on the concept of starting grids where the aircraft will be stored in bays close to the runways and then towed to the runways ten minutes before departure. This is expected to cut the amount pre take off fuel consumption by half (Virgin Atlantic, 2010). In a quest to reduce its emissions the company has been able to reduce the weight of its A series aircraft. This involves the substitution of materials inside the aircraft for lighter materials i.e. interior fittings, catering equipment. The company has substituted its metal oxygen tanks with carbon fibre ones, uses lighter paints for aircraft surfaces, replaced metal cargo bins with carbon fibre ones. Other measures such as the removal of used bottles and containers before the next flight have been taken so as to reduce the total takeoff weight of the aircraft. The company has also taken measures towards the implementation of sound air traffic management practices. The chairman Sir Branson is found to say that the efficiency of European airlines could be improved if a single airline management authority was put in place so as to replace the 35 that exist. He further notes that with better air traffic management this could result in better aircraft routes and therefore reduced emissions. The company has proposed the formation of a single sky; a single authority to man and regulate flight routes. This would however require the cooperation of local authorities and government; the company is working towards the achievement of this goal in the future (Virgin Atlantic, 2010). Other measures taken by the company include the reduction in energy used by its ground based sites. This is done through proper employee education, investment in cost effective electrical appliances, installation and the generation of electricity from solar panels. The company has also put measures in place so as to save water in all its processes and operations; cleaning operations, catering, clubhouses to aircraft maintenance. The company has also launched a waste management program that plans to recycle 50% of all the waste generated during active flight and from ground operations. This is aimed at reducing the burden on the environment due to the services and utilities offered to passengers by the airline. The company has even a gone a step further by providing mass transport services for its employees so as to reduce single occupant journeys. The reason for this is to reduce the carbon footprints resulting from services that support the airline but not directly related to it. The Virgin Atlantic airline has shown extraordinary commitment to the conservation of the environment. Not only has the company focused on air pollution but on other forms such as land and water pollution. The chairman of the company has pledged to reinvest the companys profits for the next ten years into the conservation of the environment. This commitment is unmatched by any other airline company and analysts claim that it could be a strategic move to align itself with a rapidly changing world that is becoming increasingly conscious of the threats posed to the environment by human activities (Virgin Atlantic, 2010). Methodology Participants The respondents for the study were selected from employees of the Virgin Atlantic airline in London. This was done so as to gain an understanding of the specific measures that the company has taken with respect to the environment. Respondents from the general public were also selected for the study so as to collect the opinions and feelings of the general public with respect to the aviation industry. These respondents were chosen from people living around airports. Top level management officials were also selected for the study; airline directors and chief officers. Structured and formal interviews Structured and formal interviews will be used in the data collection process. This method has been favoured as it offers several advantages; the researcher will have control of the process, allows the researcher to prioritize questions, prevents the researcher from deviating off the key aspects of the study and saves time by allowing the researcher to ask as many questions in the shortest time possible. The researcher recorded the responses received and then transcribed these responses so as to facilitate analysis of the data. A copy of the questions sheet has been attached at the appendices section (Appendix 1) Emails It was noted during the study that some respondents were not available for face to face interviews. This was mainly due to distance barriers and lack of convenience. Secondary sources Secondary sources such as journals, books, and news prints were compared with the primary data. These were accessed through physical libraries, online libraries and databases. Data analysis The audio records were transcribed to written data. The data was then coded so as to allow for qualitative analysis of the data using statistical software. The IBM V 18 spss statistical package was used to analyse the coded data and from these codes develop visual representations of the data. Benefits of this software include its ability to analyse and develop relationships between various sets of data thus proving useful for the study. Results The answers for each research question were assessed and then coded. These codes were then analyzed statistically and the results displayed visually using pie charts and bar graphs. What do you think is the most notable environmental impact of the aviation industry? Due to the recent increase in aviation related accidents do you think that the aviation industry is still as safe mode of transport? Does the aviation industry need to take necessary measures so as to make it environmentally friendly? Most airline companies are committed to conserving the environment and implementing sustainable practices in their operations. Does company policy have an effect on the approach of an airline company towards air and noise pollution? Do customers tend to prefer airlines that are environmentally conscious? Do you think that the Virgin Atlantic airline has taken genuine steps towards the conservation of the environment? Can changes in the design and engineering of aircraft reduce the impact that they have on the environment? Which aspects of aircraft design do you think are the most critical in the attempt to reduce the environmental impact of aviation? Do you believe that it is possible and practical for airline companies to be sustainiable in nature? Do you support the proposed emissions trading scheme that will have airlines pay for any excessive emissions that they produce? Do you think that the Virgin Atlantic airline provides a good example of environmental conscious business for other airline companies? Discussion Impacts of the aviation industry to the environment The respondents interviewed in the study were found to be well knowledgeable about the aviation industry and its potential impacts to environment. The first question that the researcher asked the respondents was aimed at gaining some insight on the opinions of different people on the effects aircraft operations to the environment. Most respondents claimed that aviation as an industry resulted in pollution to the environment. The three main types of pollution noted in the study include gaseous emissions, release of particles into the air and noise pollution. It was however noted that majority of the respondents claimed that gaseous emissions were the most serious type of pollution that airline companies need to control. It was also found that there is generally minimal knowledge on the existence of particle emissions from aircraft among residents who lived near airports Mainstream media has been found to have a great impact on the opinions of the general public towards pollution and the environment. Coincidentally gaseous emissions which include C0x, N0x and S0x compounds have been extensively covered by media and thus the increased interest/awareness in these issues. Particulate matter release on the other hand has not been well addressed by mainstream media and thus less concern for this type of pollution. In a paper by Person (2005) he claims that particulate matter though ignored by most engineers and environmentalists leads to the damage of the environment, deterioration of human health and has harmful impacts on the engine of the aircraft. In the paper he further addresses the need for engineers and designers to maintain low levels of particulate matter from aircraft engines in an attempt to increase engine lifetime and improve on combustion efficiency. The Transportation Research Board (2005) further explorers the need for a regulatory body t o ensure that all aircraft produce a certain amount of particulate matter so as to reduce environmental pollution. He further states that biofuels though are perceived to be beneficial to the environment could result in higher amounts of particulate matter release into the environment. This study was able to show that there is significant knowledge on the adverse effects of uncontrolled aviation. All respondents acknowledged the fact that the aviation industry places some unseen burden onto the natural environment. However, it was also found that there lacks an alternative source for cleaner, cheaper and readily available fuels. Safety of airline industry The second question was aimed at investigating on the level of trust and confidence of the respondents on the safety of aircrafts. It was found that 63% of all respondents interviewed had confidence in the aviation industry. These respondents claimed that they felt safe and at ease when using this means of transport or operating in the industry. Further probing shows that most respondents thought that aircraft accidents are inevitable and must occur at some point. It was also common belief among respondents that every type of transport has a certain level of risk with most respondents claiming that aviation has the lowest risk factor. Airline directors and airline employees were found to be more aware of the potent risks that exist in the aviation industry compared to environmentalists and residents. This is because these people through their experiences in the industry had come to realize that it is through the continuous checks and quality control processes that airline companies carry out that the accident rates are kept low. Engineers and technical staff were particularly found to be most aware of this fact as they were actively involved in the day to day maintenance of aircraft. One engineer was noted to say he tries his best to ensure that aircraft are 100% accurate but sometimes some things go unchecked and these could result in fatalities. He further claims that no human can ever be perfect including engineers and technical staff and therefore there is always some element of risk that exists when flying a plane. Twenty seven percent of the respondents claimed that the aviation industry was unsafe with most quoting aircraft accidents such as the Flight 93 of United Airlines and the 1977 Tenerife accident. It was also noted that some respondents chose this answer due to lack of sufficient knowledge on the aviation. This was evident among respondents chosen from people living in the vicinity of airports and who had minimal background knowledge on the aviation industry. However, this element of ignorance did not have an effect on the study as only a small proportion of respondents thought that aircrafts were unsafe; 23%. Need for change in aviation industry The third question was geared towards gaining an understanding on the general opinion of industry experts and the public on the need for change by the aviation industry. It was noted that 92% of all respondents acknowledged that there was an urgent need for change in the industry. It was found that almost all of the respondents were aware of the adverse effects that the industry had to the environment and to human life. These include the depletion of natural resources, air pollution, noise, and human health complications such as asthma and allergies. Despite the fact there is sufficient knowledge on the adverse effects of aviation, it was found that little change had been done by most airline companies. After being interviewed most engineers, technical and support staff were found to say that the decision for change had to be made at top levels of the organisation. These respondents claimed that despite the fact that most employees were aware of the need for change they did not have the ability to effect change. The airline directors claimed that most leaders were afraid of change as there was lack of an alternative technology that could be more efficient and cheaper. It was also evident that commitment towards change in the airline industry was lacking as most directors had the ‘impossible or ‘too difficult attitude. A director from the Virgin Atlantic was also found to say that share holders are more interested in profits and less in environmental conservation; thus profits had to be key priority and not environment alism. The year 2007 financial crisis and fuel energy crises were also quoted as factors that tend to slow down the change of aviation into ‘green aviation. Level of commitment in airline companies A survey was also carried out so as to investigate the level of commitment that aviation companies had to the conservation of the environment. The respondents were required to either give a positive or negative response to this question. In an attempt to avoid biases the respondents were divided into categories; establish any differences in opinion by virtue of category. All the environmentalists thought that airline companies lacked the required commitment towards the conservation of the environment and the development of alternative technology. Studies show that environmentalists are often unable to see the economic perspective of any situation and are often biased in their opinions. Goodstein (2010, pp. 9-12) is quoted to says that economists and environmental experts tend to have different opinions as each party is determined to achieve its goals at the expense of the other. From an economic perspective conservation must also have a price tag as the key goal of any business is to make profits. He further outlines the need for economists and environmentalists to agree and make compromises as each cannot exist without the other. Eighty three percent of residents who lived near airports thought that airline companies were not committed to the conservation of the environment. This together with responses from other questions shows that there is a poor opinion of airline companies especially among residents who lived in the proximity. This shows that there is need for public education and community projects so as to improve the relationships between airline and airport authorities with local residents. Most Virgin Atlantic airline employees and support staff claimed that airlines were committed to the conservation of the environment. This is due to the fact that these people have been are exposed to the numerous environmentalist programs within the Virgin Atlantic. However this cannot be meant to reflect all the opinions of employees from all airline companies. This commitment was felt more strongly among top level employees in the Virgin Atlantic; people at these levels have the most responsibility of implementing sustainable practices and due to the perceived burden that they have they tend to overestimate the level of commitment of their organisation. A smaller percentage, 50% of support staff, thought that their airline company was committed to conserving the environment and to sustainable practice. This exposes a trend whereby the further you move from the decision making organs of an organisation the lesser you see this commitment. It was therefore deduced that there is significant commitment among airline companies but not at the desired levels. It was also deduced that an insignificant level of bias exists among some of the respondents; cannot challenge the validity of the data collected. Environmental conservation and customer loyalty Results of data analysis show that there is a relationship between sustainable practices of an airline and customer loyalty/satisfaction. This is because of the environmental awareness that exists among consumers of goods and service. People want to support companies that give back to the society and to the environment within which they operate in. Most customers think that it is the moral responsibility of airlines to employ sustainable practices so as to not to damage the environment in exchange for profits. Customers now relate the neglect of the environment to corporate greed and moral decay. 64% of the respondents interviewed agreed that environmental conservation had an impact on customer preferences and loyalty. These included managers engineers and support staff in the Virgin Atlantic. Maignan and Ferrell (2004, pp. 3-7) expound on the ability of corporate social responsibility to result in an increase in customer loyalty and satisfaction. In the studies the authors were able to establish that these two factors were directly proportional to each other. In fact the authors state that sustainable practices can be used as a marketing strategy by companies and thus offer dual benefits for organisations. The Virgin Atlantic has gained much recognition in the main stream media for its conservational efforts which include sustainability projects, the Gold Standard scheme and the carbon footprint project. This is also the only company that submits data on its periodical emissions. Studies show that public opinion of the company has substantially improved due to this fact and this has brought with it increased customer satisfaction and customer loyalty. The Virgin Atlantic airline intends to be the most sustainable airline by the year 2020 and its strategy is to be able to gain control and influence over competitors in the industry by acquiring moral and ethical justification from sustainable practices. Engineering changes and environmental impact All the engineers and airline directors interviewed were confident that engineering practices and changes on aircraft would be able to reduce the impact of the industry to the environment. This is a positive aspect as it shows that commitment and a sense of belief in the part of top level management and of technical staff. A Virgin Atlantic director interviewed said that his company was committed towards the generation of engineering solution suited to the problems of the 22nd century and to the unique needs of this time. He also quoted the energy crisis that has been spurred by international conflicts with Middle East as the hot spot of the crises. This coupled with the fact that oil reserves are slowly being exhausted there is a need for the generation of alternative fuel sources. He however states that the development of an alternative fuel source that could replace jet fuel and that could also make economical sense would take a very long period of time. He therefore said that it would be prudent if the efficiency of aircraft engines could be improved before such a technology could be made possible. 100% of the engineers interviewed also claimed that they could improve the efficiency of aircraft so as to reduce the impacts that these aircraft had on the environment. The researcher asked some engineers to quantify the amount of time and resources that they would need to cut aircraft emissions by half. The engineers claimed that it would be impossible to quantify such factors as such a move would have to be preceded by intensive research and testing. Once these results are positive this would then give a go ahead for the engineers to put these measures into practice. The engineers further stated that some measures such as efficient engines and revolutionary airframe designs could not be implemented by the airline company itself but this had to be in liaison with the aircraft manufacture. An airline engineer was noted to say that â€Å"we as engineers at the Virgin Atlantic can only carry out basic changes on the aircraft. When want major changes to be made on the aircraft we have to relay this information to Boeing so that they could probably effect these changes in the next aircraft that they roll out.† An airline director was quoted to say that it takes a very long time to change aircraft technology. This is due to the fact that it takes long time to design, test, implement new designs and technology. The useful economic life of an airplane is around 10 years and thus it does not make economical sense to retire a plane that has not fully paid back its on its capital investment. This is a challenge that directors and engineers face when trying to reduce aircraft emissions as they are forced to work with outdated and comparatively inefficient aircraft as these aircraft have not yet reached their full work life. Riodan (1985, pp. 1461-1463) looks at the moral obligation of engineers and technical staff to conserve the environment. The author says that engineers have destructive and constructive abilities and further states that lack of regard for the environment leads to destructive engineering. The author also states that the environment provides a platform for all of us to stand