Custom Essays: Ophelia as a Sexual Being -- GCSE English Literature Cou

Ophelia as a Sexual Being in Hamlet      Ã‚  Ã‚  Ã‚   In Elaine Showalter's essay, "feminist criticism allows Ophelia to upstage Hamlet [and] . . . brings to the foreground . . . the cultural links between femininity, [and] female sexuality" (221). In most of his plays, William Shakespeare has many women in secondary roles, only filling dead space or causing strife between men. During Shakespeare's time, thoughts of women bordered on weak and deceitful images, leading to the idea of frail, yet conniving creatures. In Hamlet, the character Ophelia uses her sexual prowess as a source of power when dealing with the opposite sex. As she weaves her way through the background of the play, she affects the men greatly to become a main focus when critiquing the literary work. Interpretations of Ophelia vary based on the experts' view of sexual importance. The influence she has over Hamlet's emotions and desires affects the outcome of their faltering relationship and Hamlet's sanity. Viewing Ophelia as a sexual being, one can sur mise that she embodies the very essence of female sexuality. Kenneth Branagh's 1996 film version of Hamlet portrays Ophelia as a siren: natural, beautiful, and the perfect object of male desire. In Elaine Showalter's essay and Kenneth Branagh's film, the representation of Ophelia gives strong evidence regarding the sexuality Ophelia emanates and her effect on the men surrounding her despite her five short scenes in the play. Ophelia's overzealous sexuality, uncommon in those "moral" days, constitutes an image of madness and impropriety ending in her tragic death by her own hand.    With the strong sexuality Ophelia radiates, even her brother Laertes cannot resist her charms. Speaking with Ophelia, Laertes warns h... ...h her fire and passion. William Shakespeare produces this female character, which becomes the most important heroine in all of his literary works. As a symbol for women everywhere, Ophelia depicts the importance of using the power one has to make a difference in one's own life.      Works Cited Hamlet. Dir. Kenneth Barnagh. Perf. Kenneth Branagh, Kate Winslet, Brian Blessed, Richard Briars, Julie Christie, Billy Crystal, Derek Jacobi, Michael Maloney. Castle Rock, 1996. Showalter, Elaine. "Representing Ophelia: Women, Madness, and the Responsibilities of Feminist Criticism." Hamlet. Ed. Susanne L. Wofford. Boston: Bedford Books of St. Martin's Press, 1994. 220-238. Wofford, Susanne L., ed. Case Studies in Contemporary Criticism, William Shakespeare: The Tragedy of Hamlet, Prince of Denmark. Boston: Bedford Books of St. Martin's Press, 1994.   

Social Security1 :: essays papers

Social Security1 Social Security is a federal redistribution program that collects payroll taxes from current workers to provide pensions for current retirees. Since the government is expecting a large amount of retirees within the next twenty year, they have proposed four plans to save Social Security. The four proposals are reducing benefits, increasing the retirement age, raising payroll taxes, and privatizing part of the system. Today's Social Security taxes crowd out other savings. Fixing the trust fund by raising taxes or cutting benefits would be fairly simple, but both approaches would only make Social Security an even worse deal than it is now. Approximately 75 percent of American workers pay more in Social Security taxes than they do in income taxes. Based on the Social Security Administration's own assumptions, payroll tax rates would have to increase from 12.4 to 19.5 percent for promised benefits to be paid. Although such tax increases might be sufficient to pay promised future benefits, the economy would suffer severe consequences. Raising Social Security taxes enough to keep the government's entitlements promises to future retirees would require doubling or tripling these taxes. That means taking 30 to 40 percent of every worker's wages just to pay retirement benefits. Such tax hikes are not economically or politically feasible. Social Security reform must not reduce the benefits of current retirees. In addition, it must allow Americans of all income levels to build a nest egg for the future. Real reform will also guarantee that all workers receive an adequate minimum retirement income. The benefits of current retirees must not be reduced. Washington has a moral contract with those who currently receive Social Security retirement benefits, as well as those who are so close to retirement that they have no other options for building a retirement nest egg. Any real reform plan must guarantee in law that seniors receive every cent that they have been promised, including an accurate annual cost of living increase. As a first step to saving Social Security for future generations, Congress should pass a law giving every already retired American a contract that provides a legal guarantee of his or her Social Security retirement benefits. Finally, current workers should have the choice of either joining a Social Security system that includes personal retirement accounts or remaining in the existing system and taking whatever benefit is available at the time that they reti re.

How Social Networking Makes Money Essay

A.Social networking is a daily activity for most of us. Facebook, Twitter all this sites have hundreds of millions of users. One thing I always think about, are these sites are businesses? It’s free to join and you do not need to pay to start building networking. B.If we take a look at the stock of the entire social media network we will find that the companies are valued in the billions of dollars. It’s a booming industry. How do they make money? Reasons A.First thing, social networks start with funding from Venture capitalists. a. Facebook & Google are the great example. They can reach very large audience at a very low cost. b. Creative Products & Promotions for example face book’s gifts. B.Data mining a. Data is the base of any business. It is potentially very valuable for companies’ growth. b. Some companies are â€Å"eavesdropping† on conversations, reading what users are saying about their products or competitor’s product. For Example Yelp, Twitter C. Advertising & fees the most common way for websites to generate revenue. a. A social networking site like Facebook has millions of active users. Access to that enormous user base is a valuable commodity. b. Charging for membership fees: To use certain features of the site they ask for the upgrade. For example, linked in. Linked in withhold key features from users until they choose to upgrade to a premium account. I hope this gives you a sense of why the market shares are in billions for these sites and where social networks are and where they are going to be in future. It is a growing industry and one can actually start making money from social networking sites. Invest your time learning how to make money with this.

Why Did Fascism Rise in Europe During the 1920s? Could It Have in the 1930s US?

What kind of economic environment would embrace Fascism? What kind of society would allow their country’s freedoms and future to be placed into one dictator’s hands? Germany was surrounded by perceived forces of evil. The exploitation of fear from the French to the West and the Russians to the East would break the spirit of the German people. The fear of these two forces against a nationalized Germany would be used by Adolf Hitler to gain power. In Italy, Benito Mussolini used alliances with the Catholic Church, unions, and industry bosses to gain political power. That, along with using brute force against his political opponents, Mussolini’s form of Fascism was gradually built with eleven years of severe political maneuvering. Both Hitler and Mussolini took advantage of a political environment to form a new lofty ideal, fascism, an ideal that would lead to a second escalation in the early 20th century. World War I ended very badly for the Prussians. They were broken into smaller nations. Lands were taken from them. Their methods of wealth gathering from previous investments were seized away from them. Any possible modes of financial stability were looking bleaker with the continuance of the reparations coming out of the Great War. Even when the new Germany did create wealth, the French would take it away from them because of overdue payments. There was no financial hope because the French were so relentless with their strict enforcement of the Treaty of Versailles. The enduring vengeance that the French leaders had towards Germany after WWI was eventually viewed by Germans as greed. The ruthless attitude of the French capitalists developed into an overall German distaste for the existing capitalist movement. To the East there was also a newly formed communist Russia that was growing in structure and power. There was an anxiety among the German people with what was going on in Russia. By outsiders, communism was understood as simply a loss of private property. The loss of private property was something that the new Furher, or leader, of Germany would claim to protect. Exploiting the people’s anxiety for a state-owned economic system was a main tool used by Hitler. Germany didn’t want to be like the greedy French capitalists, nor did they want to be like the War-Communist, Stalin-led Russians. These two forces to either side of Germany created a vacuum of ideas. Within this vacuum, Hitler forced his own ideas that in 1926 he laid-out in his work Mein Kampf . At this point of Germany’s economic disrepair, Hitler could have sold the German near anything especially because it was neither like the French nor the Russian respective economic futures. Hitler also used the Jews as his own capitalist scapegoats for why the country was in such economic peril. He used this as a rallying cry, a distraction for something to move against at home. All they had to do was to exterminate the Jews, follow Furher, and he would lead Germany back to being a reunified world power. Benito Mussolini in Italy went another route. After he was elected Prime Minister in 1922 he slowly used political force to gain and maintain power. He gained the support of the Catholic Church by mandating Catholic school for children. He somehow aligned himself with both unions and industry bosses by mandating an eight hour workday and freeing the industries of back payments from WWI. And in order to get his way in the elected government he would use his seemingly endless political power to dissuade the elected liberals. He would threaten or even assassinate anyone who opposed his rise to power. â€Å"I declare†¦. in front of the Italian people†¦Ã¢â‚¬ ¦that I alone assume the political, moral and historic responsibility for everything that has happened. Italy wants peace and quiet, work and calm. I will give these things with love if possible and with force if necessary. † Peace via force? Somehow that doesn’t seem possible, but the fascist government led by its Il Duce, or leader, got its way. Exterminating, not Jews as Hitler was then doing, but liberals in Italian places of power. In the 1930’s America it was a dire time financially. People were voting with their stomachs and they were all ears in following the leadership of Franklin Delano Roosevelt. FDR was a very popular American leader as he was voted into the highest office four times. America was not quite as broken as Germany was. America still had its ideals intact as evidenced by its strong opposition to FDRs attempted amendment to the Constitution adding six members to the Supreme Court. Despite the financial hardships that the American people were experiencing in the 1930s, Fascism was much too different for appeal to the Americans. They were too proud of their existing American democracy to ever be influenced enough to change the ideology from a capitalist democracy towards a fascist dictator. Americans were much more interested in FDR’s ‘tweaks’ than in a complete government overhaul as either Mussolini or Hitler would have advocated. With a thriving fascist government, when is enough, enough? When dealing with fascism there is never really a true stopping point. Whether it was someone within the nation, like the liberals in Italy or the Jews of Germany, or an outside threat, like the communists of Russia or the French Capitalists, there will always be an opposing party. It begs the question whether a successful WWII campaign by Italy and Germany would have eventually pitted them against each other?

African Americans in American Films Essay

African Americans in American Films Introduction                   Following the violent racism prevalent at the beginning of the turn of the twentieth century, African American cultural elites, struggling to articulate a positive identity for the black, developed a middle-class ideology of racial uplift. Insisting that they were truly the representative of the race’s potential, black elites espoused an ethos of service and self-help to the black masses and distinguished themselves from the black majority as the agents of civilization; hence they referred to it as the ‘uplifting the race.’ A central assumption of racial uplift ideology was that African Americans’ moral progress and material would diminish the white racism.                   The ‘uplift’ of the black community referred to the struggle of African Americans living in the 19th and early 20th century to forge and maintain positive identity in the U.S. society that reduced their existence to that singularly alienating phrase â€Å"the Negro problem.† This is very demining and that’s why they had to fight. What historians refer to as racial uplift ideology describes a prominent response of black middle-class spokespersons, leaders and activists to the crisis marked by the assault on the political and civil rights of African Americans primarily in the united states’ South from roughly the 1880s to 1914. A generation earlier, the end of slavery and emancipation had fueled African Americans’ optimistic pursuit of education, economic independence and full citizenship, all crucial markers of freedom.                   Advocates of African American political and civil rights fought a lonely and tough struggle with few allies in a national climate of anti-black racism. White southern politicians and elite opinion leaders defended white supremacy and proclaimed the mental, moral and physical depravity and inferiority of blacks from the pulpit, press and university. The consensus was that blacks were unfit for citizenship of the U.S., and that neo- slavery, or the plantation slavery of menial labor and sharecropping, was the natural state of black people and that is where they belong. Guided by southern apologists for lynching, many whites, regardless of education or income, viewed the aspirations of black men and women through the warped lens of crude racial and sexual stereotypes that accused all blacks of immorality and criminality.                   Given the occurrence of such frightening representations of shades of black, Africa America management and community spokespersons, a growing, but portion of the whole Africa America population, were under constant pressure to defend the picture and honor of dark men and ladies. Black management in the North were much freer to engage in governmental demonstration and condemn national oppression in stronger conditions than those management in the southern part of, where governmental outspokenness could outcome in lynching or permanent exile. Obviously, then, dark management differed on strategies for dealing with â€Å"the Negro issue.† So-called â€Å"radicals† endorsed demonstration and frustration against lynching and disfranchisement, challenging complete citizenship rights; traditional management recommended accommodation, self-help, and the desire of property-ownership. The issue of what type to train and learning was best suited for s hades of black was a super rod of argument. Some management, in the southern part of the U.S., preferred commercial knowledge, which highlighted manual training for farming and skilled jobs. Other dark management reinforced college for Africa Individuals, to ensure the development of a management and professional category. With opportunities for knowledge of any type restricted by the white-colored South’s anger, and with the preference of northern white-controlled philanthropy for commercial knowledge, what were basically complementary forms to train and learning became a source of intense issue.                   Despite these governmental variations, dark management generally countered anti-black generalizations by focusing category variations among shades of black, and their essential role as competition management. From their perspective, to â€Å"uplift the race† featuring their function as elites to change the character and manage the behavior of the dark community. Against persistent statements of dark immorality and pathology, knowledgeable shades of black battled a battle over the representation of their people, a strategy with uncertain effects and results. They knew as themselves as a â€Å"better class† of shades of black, and required identification of their respectability, and blessed position as providers of European improvement and society. But in doing so, they brought in a state policies of internal category department (See also panel 53 in Edward Lawrence’s The Migration of the Negro.) that often seemed to internalize popula r thoughts of dark social depravity and backwardness even as they desired to battle racial discrimination. In other words, this method of opposing racial discrimination tacitly echoed popular ideas of category and sex structure. Their view that community improvement for shades of black was preferably calculated in patriarchal conditions of male-headed families and homes created stress between knowledgeable men and ladies. Such objectives of women deference to men authority and management were challenged by many knowledgeable dark females, such as Old – Julia Cooper and the anti-lynching capitalist and reporter, Ida B. Bore holes.                   This version of national uplift philosophy as an anti-racist argument employed by knowledgeable shades of black is best understood as a complicated, varied and sometimes defective reaction to a situation in which the range of governmental options for Africa America management was restricted by the aggressive and persistent racial discrimination of the post-Reconstruction U. S. Declares. By reinforcing their respectability through the moralistic over stated claims of â€Å"uplifting the competition,† and suggesting the ethical guidance of the dark community, Africa America middle-class management and spokespersons were marginalizing the idea of uplift in its more democratic and inclusive sense of combined community progression and requirements for equivalent privileges. Many dark spokespersons desired to resolve this tension between personal and team position by insisting that personal success helped the whole competition. However, many Africa Amer ica men and ladies considered the over stated claims of uplift as a call to community support. They introduced values of self-help and support to the team in building educational, reformist community gospel chapels, social and fraternal organizations, settlement houses, magazines, trade labor unions, and other community institutions whose beneficial community impact surpassed the ideological limitations of uplift.                   In the last decade, movie students have focused an increasing amount of crucial attention on Oscar Micheaux’s 1920 silent movie Within Our Gateways as an essential Africa America reaction to D. W. Griffith’s infamously improper movie, The Beginning of a Country (1915). Oscar Micheaux’s milestone movie offered a rebuttal to Griffith’s interpretation of dark assault and crime with a story of the injustices faced by Africa Individuals in a improper community. While Griffith’s movie symbolizes dark men attacks on white-colored women cleanliness, Micheaux’s movie sets the historical record straight with its interpretation of the attempted sexual attack of a dark woman by a white-colored man. But the national reversals in the plot of the movie are not the only difficulties that Within Our Gateways presents to Griffith’s movie.                   Within Our Gateways also surfaces The Beginning of a Country in the state policies of its appearance, specifically in its very different use of similar modifying. Griffith’s movie uses crosscutting to existing a very simple resistance between white-colored virtue and dark villainy; in contrast, Micheaux’s movie uses a complicated modifying pattern to existing a larger community vision of many different, competing governmental roles within both white-colored and Africa America community. The complicated design of Micheaux’s modifying is efficient in making up a viewer who is more politically crucial than the viewer constructed by the traditional The show biz industry design of Griffith’s movie. Series in Micheaux’s movie crosscut among five or six different locations and twice as many characters; consequently, Micheaux’s movie requirements an engaged and innovative viewer to identify inconsistent and contrary comm unity and governmental statements about the power structure of competition relations in the U. s. Declares.                   The Negro Knight is a 1944 documented created by the U. s. Declares Military during World War II.[1] The movie was created by Honest Capra as a follow up to his successful movie series Why We Fight. The army used this movie as a means of propaganda to persuade Africa Individuals to solicit in the army and battle in the war. A lot of people regarded the movie very highly, some going as far to say that The Negro Knight was â€Å"one of the finest factors that ever happened to America†.[2] Due to both high reviews and great cinematography, The Negro Knight proved to be a large movie that affected army members and citizens of all competitions.                   The Negro Knight affected later Africa America movies and its viewers in different ways. The movie performed a considerable part in changing the types of roles that Africa Individuals received in following movies. For example, instead of showing shades of black only as slaves or sub servants, this movie showed Africa Individuals as lawyers, artists, athletes, and other valued careers. In different movies during this time frame, Africa Individuals were often represented as comical figures. However, after The Negro Knight, Africa Individuals performed more decent and popular roles in movies.                   Furthermore, people came to realize how essential and significant a tool, movies were for telecommuting saves gas. Messages within movies, if indicated the correct way, could influence viewers greatly. The message within The Negro Knight hard the notion and offered visual proof those national equal rights was a validated idea and should be approved. Africa Individuals around the country were very pleased with this movie.                   In both movies, the meaning of uplift was extremely competitive even among those who shared it is designed. Ultimately, top level ideas of the philosophy retreated from more democratic thoughts of uplift as community progression, leaving a heritage that becomes smaller the Americans’ ideas of privileges, citizenship, and community justice. One of the significant limits of national uplift philosophy was that the attempt to restore the picture of dark people through category differences trafficked in statements of national and sex structure. The appeal implied in national uplift philosophy for the identification of dark elites’ capacity for citizenship had overshadowed post-emancipation justifications by shades of black and white wines that posited inalienable privileges as the foundation for dark men citizenship, financial privileges, equivalent protection, and team power.                   The dark top level made uplift the foundation for a racial top level identification declaring Negro improvement through category stratification as competition improvement, which required an associated idea of bourgeois certification for bigger roles in the movie industry, among other factors. Elites basically approved the conditions of the debate, recognizing that some are more deserving than others are. Instead of competition, though, they suggested that it was acculturation and display of western culture and knowledge. References Capra, F., Moss, C., United States., & United States. (1994).  The Negro soldier. Hollywood, CA: Craven Home Video. Hitchcock, A., Macgowan, K., Swerling, J., Steinbeck, J., Bankhead, T., Bendix, W. Slezak, W. Twentieth Century Fox Home Entertainment, Inc. (2005).  Lifeboat. Beverly Hills, Calif: 20th Century Fox Home Entertainment. Micheaux, O. (1994).  The conquest: The story of a Negro pioneer. Lincoln: University of Nebraska Press. Micheaux, O., Thomas, P. A., Cram, B., Bowser, P., Taylor, C., Johnson, B., Northern Light Productions. PBS Video. (1994).  Midnight ramble: Oscar Micheaux and the story of race movies. Alexandria, VA: PBS Video. Source document

Recent Basketball-related Research: The Vertical Jump Essay

On a message forum that I frequent, I continually see trainers touting the Vertimax as the solution to all vertical jump problems for basketball players. There are two issues with this: McClenton et al. (2008) compared depth-jump training to Vertimax training and found: Depth jump training twice weekly for 6 weeks is more beneficial than VertiMax jump training for increasing vertical jump height. Strength professionals should focus on depth jump exercises in the short term over commercially available devices to improve vertical jump performance. McClenton, L.S., Brown, L.E., Coburn, J.W., & Kersey, R.D. (2008). The effect of short-term VertiMax vs. depth jump training on vertical jump performance. Journal of Strength & Conditioning Research, 22 (2), 321-325. Carlson et al. (2009) compared strength training, plyometric training, and jump training with a VertiMax and found: The findings of this study demonstrate that there is no difference in vertical jump among strength training, plyo metric training, and jump training over a 6-week timeframe. Carlson, K., Magnusen, M. & Walters, P. (2009). Effect of Various Training Modalities on Vertical Jump. Research in Sports Medicine: An International Journal, 17 (2), 84-94. One issue with the second study is the use of plyometrics, as that has become a colloquial term that has lost meaning (Flanagan & Comyns, 2008). Many plyometrics exercises use the slow stretch-shortening cycle (as would VertiMax) with ground contact time longer than 250 milliseconds and large angular displacements (Schmidtbleicher, 1994), whereas depth jumps utilize a fast stretch-shortening cycle with ground contacts between 100-250 ms and small angular displacements (Schmidtbleicher, 1994). The above results would suggest the need for fast SSC training to improve vertical-jump performance over a six-week training cycle. This does not mean that the VertiMax is without use or a bad product. However, plyometric boxes are a much less expensive purchase that can elicit the same or improved benefits, at least over a six-week training program. Secondly, and of primary importance, McGill et al. (2012) found that the broad jump predicted basketball performance measures better than the vertical jump in college basketball players: Dependent variables of performance indicators (such as games and minutes played, points scored,  assists, rebounds, steal, and blocks) and injury reports were tracked for the subsequent 2 years. Results showed that better performance was linked with having a stiffer torso, more mobile hips, weaker left grip strength, and a longer standing long jump, to name a few. McGill, S.M., Andersen, J.T., & Horne, A.D. (2012). Predicting Performance and Injury Resilience From Movement Quality and Fitness Scores in a Basketball Team Over 2 Years. Journal of Strength & Conditioning Research, 26 (7), 1731–1739. The implication of the second study is to suggest that vertical-jump performance is not of primary performance to basketball performance, and other qualities such as change-of-direction speed, balance, and acceleration likely have more to do with on-court performance. Flanagan, E.P. & Comyns, T.M. (2008). The use of contact time and the reactive strength index to optimise fast stretch-shortening cycle training. Strength and Conditioning Journal, 30, 33-38. Schmidtbleicher, D. (1994). Training for power events. In P. Komi (Ed.), Strength and Power in Sport (381-395). London: Blackwell Scientific.

Sony-Ericsson Case

The reasons for this are of course numerous. One of the reasons was that both companies only had a minor market share, Ericson 10% and Sony 1,5% of the world market, whereas as the leader Nooks had 30,6%. This giving Nooks a huge advantage in existing customers as well as strong brand awareness. Another main reason for the fusion of both the mobile departments of the company was that both had problems in managing their departments. Sony had so many different sectors it was in that mobile was Just one more and was ;t paid enough attention.Ericson had the technology to be a leader, but they were always criticized for only being a group of engineers, developing good products, but not paying as much attention to customers desires as Nooks did. Therefore being significantly less successful than their Finnish rival. Both companies needed to restructure their efforts in the mobile development and that Is why it made sense for them both to start this partnership. Ericson would provide people and their expertise In telecommunications and Sony it ‘s expertise In consumer electronics products as well as $500 million.Both were able to cut costs significantly and still able to become a global player on this prosperous market In the future. 2) What was needed to succeed in this market? The main attributes that were needed to succeed in the market was the knowledge to develop in the direction of the technology that would be used in the future, as well as knowing and offering your customers what they were looking for. In fact one can say that Nooks did everything one needed to do to succeed. They listen to what their clients where looking/expecting from their mobile phones, and built a product portfolio accordingly.Due to this approach they were able to offer a specific product to every customer profile they had. Concerning technology they also did good work being the clear leaders In the 26 markets, which gave them a age head start. The management also did an excellent work, having a better-cost extra effort on not becoming a huge corporation with 100,000 employees, staying rather small gave them the advantage that decision could be taken quickly and that changes and adoptions to the products were able to be done immediately. ) Compare Ionians and Sony Ericson Mobile Communication's situations (activities, competences, finances) SEEM had a clear goal, which was to become the global number one player for multimedia products. This was supposed to be achieved by combining their forces in R&D, marketing, sales, distribution and customer services. The Joint force should give them the resources to overcome their seemingly untouchable competitor Nooks. The soft activities they were planning and adapting were: being responsive to the market, analyzing the behavior of the consumers and of their competitors.Nooks on the other hand wanted to keep their activities in the mobile sector at the same high level they had been over the sass's, strengthening their p osition in the market today and constantly investing in R. Even increasing the percentage of net sales being reinvested to R, which were around 8,9% in the late sass's, the goal being to maintain the strong market position for the 36 generation phones. From a financial point of view, we can only compare the individual financial statements of Ericson, Sony and Nooks from the appendix of the case.In a first look at the data available we can deduct that the financial situation of Nooks is clearly the most advantageous one. To be able to analyses financial statements that are comparable, I will only look at the ones of Nooks and Ericson. The Sony Corporation has so many different activities going on that from this financial statement I can't detect which revenues are from the mobile industry. The only observations I would like to mention about the company is that their revenue has been increasing over the years, but net income has been decreasing.This showing that in the core business w e are talking about Nooks has made the biggest step by increasing net sales in this sector by offer having a 80% growth per year between 1998 and 2000. These numbers are also reflected in the market share Nooks has on the world mobile market. 4) What are the potential risks for this alliance? The risks for this alliance are of course numerous. First of all Sony Ericson has to find a proper way to communicate to the public/customers why they have merged heir mobile departments and explain what profits this results in for them in the tend to which to other brands.This is the main risk, that they have to manage, which has to be dealt with proper attention and experienced marketing experts, so that a clear message is sent out to the public and current/future customers. Another potential risk is the management that consists of managers from both Ericson and Sony. It provides conflict potential when two corporate cultures clash. Managers from both sides are used to doing business their wa y but now they have to adapt to the managing methods of one another.This might make it difficult to find a common strategy, with which they want to market their brand. The responsibilities and decision fields have to be clearly defined to avoid these kinds of occurrences as good as possible. A further threat would be that both sides could quickly get frustrated if results are not as good or worse than expected. This could lead to one accusing the other of bad management, insufficient research and so on, resulting in a bad atmosphere in the company. This would further complicate the merger and might even lead to the decision to go separate ways again.