Campus Couture

Essentially, this will work by Campus COUtUre purchasing pieces from designers and other local and international retailers, and offering it as a rental service to our clientele. Campus Couture allows its members to search dresses by new arrivals, size, color, style, or price. We aim to offer rental services for women to attend date nights, cocktail parties, and formal events idyllically for the Western Community. Campus Couture, Inc. Was incorporated in 201 2 and is based in London, Ontario (Exhibit 1). 1. Goals and Objectives: The initial goal of Campus Couture is to present our aggregate research and analysis to generate confidence in our business model and its feasibility. Establish a Presence Within the Campus Community: Establish a consistent base of users that rely on Campus Couture's site for their semi-formal and formal wear Establish ourselves are the forerunners in designer wear for the targeted consumers Minimize Start-Up Costs: From an operations standpoint, we strive to minimize start-up costs and maximize our customer-base in the first fiscal year, while generating a constant stream of profit in later periods.Promote Website Traffic: By increasing awareness about Campus Couture, we aim to capture 15% of Westerns female population to become active members of Campus Couture, Inc. By the end of our first year of operations (Exhibit 2) Financial: Usually negative cash from operations is risky, however sometimes is necessary to get the business afloat. Breakable by the end of 2nd fiscal year. Personal Goals: $1 5,000 in drawings by the Second Fiscal Year End (2013-2014) Drawings for Campus COUtUre Board of Directors at 70% Of net income by 3rd fiscal year-end Work part-time; between 5-8 hours per week 1. Key Success Factors: Successful Market Penetration: Initial market penetration is vital for our business to prosper. As a consequence of our generally unfamiliar business concept, our marketing practices must be well-planned and innovative in order to win over our customer base. Due to the influence of word-of-mouth and social media activity amongst our target demographic, we believe that once this initial base is established, we can expect a steady increase in customer base moving forward.Trendiest and Affordability: Trendiest and affordability are key determinants of Campus Couture's success, as today's youth wants to maintain a fashionable image without the substantial expenditures associated with purchasing an outfit. Campus Couture aims to keep its product offerings current and updated adhering to the latest fashion trends. Furthermore, each rental will be a fraction of the retail cost of the dress, meaning that Campus Couture will be a practical alternative. Affordability is the keystone to our business model, and it is imperative that it is maintained.Our price model is based off of the number of times we expect each dress to be rented, thus increasing the customer base and the number of rentals. We can expect to increase inventory, while driving down rental rates in the future. 1. 4 Corporate Capabilities: Strengths: Campus Couture adheres to a unique business model and can take definitive strides to provide our members a vast selection of dresses that cater to our students and young professionals. Campus Couture has skilled personnel that are capable of handling the daily operations and logistics involved with running a rental service.They have unrivaled insight into our target market as we are Western students representing other Western students. The use of social media technology has provided Campus Couture direct access to the target market, making us trendsetters for the rising trend in economical pending habits in this post-recession era. Weaknesses: Campus Couture has limited funds, inventory and connections to the fashion industry. This makes our company more vulnerable to our competitors who possess extensive fashion expertise and large capital allowances for advertising.Our business also h as the unique task of having to overcome the negative stigma attached to renting apparel. As well, the business's success is heavily reliant on keeping up with the latest trends and appealing to the young female's fashion needs/style. A strong marketing campaign and commitment to Campus Couture's business objectives will hopefully overcome these weaknesses, as well as increase traffic to our website. Seasonality will also impact our feasibility since a large portion of our target market attends Western University but leave for the summer months. . External Analysis: 2. 1 political: As of January 201 2, students across Ontario have begun receiving $1 ,600 annually from the provincial government, as part of an initiative to lower to tuition rates. This helps alleviate the financial stresses for students and also puts more disposable income back into their pockets, thus proving that female students will have increased means to rent dresses and purchase other novelties. Transmutes' are popularizing among environmental groups. These are individuals who value non-ownership for environmental and ethical reasons.The rhetoric behind this lies in the fact that â€Å"the more people share, the fewer goods need to be produced -? and fewer resources will be used up. † Therefore, dress rentals definitely cater to those consumers who will only use something when they truly need it. 2. 2 Economic: Due to rising university tuition rates, Western students on average have less disposable income and therefore increased pressure to spend their money wisely. Statistics Canada reported in 2008 that Canadian females between 16 ND 1 9 had an average income of $7,100 whereas females between 20 and 24 earned $15,100.If a student in either age cohort had to cover living and post- secondary expenses, they would have little or no money left for other expenditures. According to Western Statistics, approximately 681 9 bursaries, accounting for roughly $1 5 million were given to studen ts requiring financial assistance. These statistics imply that many Western students are looking to economize and curb their spending habits in order to offset their debt from student loans. The population of females at Western is currently 13,990 females that have gig demand for fashionable dresses due to the ongoing social scene in London.The price of clothing has escalated in as many years due partially to increased commodity, labor, and shipping costs, as well as markups associated with name brands. Consequently, consumers are finding it increasingly difficult to appear fashion forward at a reasonable price. On average, Western undergraduate students attend 6 to 8 major events per semester. 1 Provided that we can offer our clientele high quality dresses at a reasonable price, we aspire to take advantage of this opportunity and create successful business model that aligns with the needs of price sensitive Western University female students. . 3 social: Online shopping has also re volutionized over the past decade. According to Statistics Canada, in 2007 about 8. 4 million Canadian individuals aged 16 years and older used the Internet to make almost $12. 8 billion in purchases. By 2010, 113. 8 million orders were made by 1 1 2 million Canadians with a value of $15. 3 billion. From 2007 to 2010, the percentage of online shoppers that used the Internet to purchase clothing, jewelry, and accessories rose from 29% to 36%.This positive correlation demonstrates an increasing trend of online consumers and an opportunity for Campus Couture to capture this market because a large age of these shoppers were females under the age of 30. Currently, 60% of Western students are female; this rising trend along with plans to for the University to admit larger first-year classes secures Campus Couture?s growing target audience. Overall, these conditions are very favorable for our company as there is clear evidence that our target market is steadily expanding, implying that Cam pus Couture will likely gain customers and increase profits over time. 2.Technological: Modern technological developments, like the Internet have increased the consumers access to information thus reducing time spent shopping and has made retail prices more competitive by shifting the power from suppliers to consumers. This transformation is forcing current businesses to review their current operations and marketing strategies to better accommodate consumer demands. Campus Couture believes that implementing modern information technology to target the budget-conscientious young female consumer and to fulfill their need for fashionable apparel can offer a competitive edge over our competitors. 3.Consumer Analysis: 3. 1 Market Research: In our survey (Exhibit 3, Exhibit), 63% of respondents were inclined to rent a dress while 32% indicated that the idea was not appealing to them. Many hesitated as they worried about cleanliness and unfamiliarity to the concept of dress rentals. Our res ults show that approximately 73% of respondents are either impartial, agree, or strongly agree to this concept. This indicates that if Campus Couture can successfully promote dress rentals as fashionable, economical, and sanitary to the masses, we will unleash potential for large sales volumes and high returns from this untapped market.In terms of pricing, 76% of females surveyed indicated that they would spend less than $1 00 and 55% would spend less than $70 on a dress for a special occasion, therefore implying that price is a determining factor for the typical consumer. Therefore, Campus Couture must rent out its dresses at competitive rates to appeal to a vast market In which some would prefer to purchase rather than rent. 3. 2 Target Market: Campus Couture targets young female students and professionals from the Western and London community, ages 1 8 to 25 years old, who are searching for fashionable higher-end formulae at affordable prices.Students are very social individuals, but they are also on a limited budget With pressure to dress well, they want to look great by wearing new dresses. Buying new dresses is extremely costly, which is why this demographic would be more inclined to rent. 4. Competitive Analysis: Although, there are no specific businesses that provide a similar service to either community, there are many direct and indirect competitors impeding on Campus Couture's growth potential. 4. 1 Direct: Forever XIX: With 480 locations and revenue grossing over $2. Billion, Forever XIX is extremely popular among teen and young adult females and caters to an array of different styles at great value. In terms of marketing and promotion, Forever XIX has truly capitalized with its e-commerce venture. With Forever XIX opening up at Nashville Place in March 2012, Campus Couture could foresee immense competition from this clothing retailer. Forever XIX has far greater financial means to purchase inventory and to market their product. They have the poten tial to capture a larger audience due to their variety of inventory and reasonable pricing.These factors could pose as a real threat to the success of Campus Couture. A drawback to their business model is that with lower pricing comes poorer quality. This brings out the traditional quantity versus quality debate, and Campus Couture would have to evaluate which is more important to the desired target market. Forever Xi's dresses lie in the same price range as renting from Campus COUtUre's designer ones, however online purchases incur corresponding shipping charges. SASS: SASS is a global fashion e-commerce website, located in the UK, which sells fashionable clothing and accessories internationally.With 7. 0 million registered users and 35,000 new products each season, SASS attracts a wide range of demographics, allowing the business to penetrate the global market. By offering free shipping worldwide, consumers are more likely to purchase, however there are a number of downfalls, Cana dian customers are required to pay both HAST and duties, increasing the overall cost to the consumer. This also makes international returns more difficult, as the consumer will have to pay freight for the item(s) to be returned, which could be costly.In addition, this may even hinder the company's potential for making sales, as skeptic consumers would be hesitant to order without previously seeing the quality of the clothing. The efficiency of the delivery service is essential to ensure that customers receive their products on time in order to maintain customer satisfaction. Campus Couture differs as we offer rentals for similar items, but with a limited inventory. Our inventory will focus on the needs of the London community, instead of the world market.With that said, we provide our Members the opportunity to have a personal fitting. In addition, Campus Couture will not have to bother with online payment security and delivery timings, as both will be handled in-store. And Ezra: Ou r market research relayed that H and Ezra were highly popular within our target market. Whereas, H has a flagship in London, Ezra, is only coated in Toronto. Many Western students are from the Toronto area and travel home frequently, thereby making Ezra a direct competitor. Both retailers have strong brand recognition and customer loyalty across Canada.H's business concept is to give the customer unbeatable value by offering style and quality at a reasonable price. Ezra in comparison, concentrates on quality, design, and rapid turnaround. H&M's dresses retail between $20 and $60 whereas Ezra retails its dresses for $80 based on current website pricing. One weakness both of these companies share is their lack of an online store, while Campus Couture provides its consumers with the ability to reserve dresses online and on your phone. Oftentimes, customers find an item online and by the time they get to the store, the size or color of dress may be sold out.Overall, retailers who transi tion their marketing strategy to reflect technological trends will be better equipped to handle the the needs Of the modern consumer. Boutiques along Richmond Row: Richmond Row is home to various local apparel retailers in downtown London. Regardless of our partnership with Elliot, a local boutique (Exhibit 5), they would still remain indirect competitors as similar items would be arrested to the same audience. Price is a huge factor as Elliot has sizeable profit margins for it sales, however with increased competition and lower prices for the similar goods may result in a price war. Ultimately, Campus Couture will be able to overcome this form of competition due to its offering of a fundamentally different service. 4. 2 Indirect: High-End Departmental Stores High-end department stores including Holt Renew, Anemia Marcus, and Nordstrom provide designer apparel at high costs. These department stores target an older and wealthier demographic than students, who can afford to ay high pr emiums for higher quality. While many of these high-end stores ship to Canada, the costs associated with shipping makes these pieces virtually impossible for the average student to afford.Online Flash Sales: Online Luxury Flash Sales websites such as Beyond the Rack, Net-a-Porter, and The Peacock Parade are an up-and-coming trend in today's technology- dependent world. Here, designers and retailers have their merchandise discounted between 50-70% of the original retail value. Sales are typically short (under 72 hours) and start at inconvenient times during the day. This sakes purchasing from these websites difficult and inconvenient for students with busy schedules. Flash sales have limited selection, so specific styles may not be available.Most of these websites have headquarters in the States, adding shipping costs to the original purchase price. 5. Four Up's 5. 1 Product: We offer a dress rental service in London Ontario, where consumers can browse our inventory online and reserv e dresses, then allowing them to come in before their event to try on the dress and pay for the rental. 5. 2 Placement: We chose to place our business in the North London borough because Of its rigidity to Western University and college population, who are looking for the latest trends and outfits to present themselves in.The area is known for student housing, and therefore is more convenient for them to walk to in comparison to either mall or the downtown core. We believe that being located in close proximity to campus is advantageous as there are no other clothing retailers in the area, unlike the competition we would have faced from retailers along Richmond Row or in Nashville. 5. 3 price: While finalizing our inventory, the costs associated were taken into account in order to set the rental fees.The rental price represents 30 to 35% of the original retail price, therefore we will be able to generate a return on our investment after three rentals. This value is reasonable enough that consumers would still be inclined to rent rather than purchase a dress from elsewhere. As a start-up, we did not want to take too big of a risk. Since the business concept is unfamiliar to a large portion of our demographic, high initial promotional costs are necessary to inform and penetrate the market. Afterwards, Campus Couture can rely on the social behavior of the demographic to steadily build our customer base in years to mom. . 4 Promotion: In order to reach out to our clientele, we aim to incorporate a pull strategy, using a variety of social media outlets, promotional events and incentives, and personal selling strategies in an attempt to build up consumer demand for high-end designer dress rentals. Promotional Campaign: Social Media (Exhibit 6) The 18 to 25 cohort represents the highest consumers of social networking and the Internet. Social media outlets including, Faceable has made girls more vigilant to keep up with fashion trends and to have an extensive wardrobe for every occasion.Nowadays, girls are self-conscious about rearing the same outfit repeatedly, fearful that someone might remember. Due to these societal pressures, females have resorted to online retail browsing and shopping for clothing and accessories. With Campus Couture on all major networking sites: Faceable, Twitter, and Pinsetters, we can inform our customers about the latest trends and what is new at Campus Couture, enabling our clientele to interact with us, and even see how other clients are wearing Campus Couture. This will positively influence our company's image, as one that cares about its clientà ¨le's needs before their special event.Mobile Application (Exhibit 7) Imagine Campus Couture, at your fingertips. Our mobile application can be downloaded onto your Blackberry, phone, or Android to see the latest in trends and new in-stock items, and book fittings. This will allow girls who wait until the eleventh hour to reserve a dress at any time. With that said, the mo bile application is expected to be of greatest utility to customers for those always on-the-go. It will also enhance accessibility to our catalogue and overall business, further inclining potential customers to use our service.Undoubtedly, the greatest asset we can gain by using the mobile application s ensuring Campus Couture's constant presence in customers' lives. Viral Youth Campaign With today's youth constantly viewing, posting, and sharing Youth videos all over the social media circuit, Campus Couture has the opportunity to be recognized quickly, without incurring the cost of airing pricey television commercials. By filming a video that highlights Campus Couture's brand power and competitive advantage, we can influence students to share the video.In turn, they will be personally selling Campus Couture to their social circles without even realizing that they are doing it. This will elevate inquiries, ND with proper sales training within the Campus Couture team, this will resul t in increased volumes of rentals, equating to higher gross revenue as well as a higher return on our initial investment. Print Advertising and Word of Mouth (Exhibit 8) Print advertising is a promising technique as it catches the attention of many students while walking around campus.With posters up in areas of high traffic, students will be able to familiarize themselves with Campus Couture. These advertisements will be concentrated in locations with the highest prevalence Of our target market in order to garner their attention. Launch Party: The executive of Campus Couture, Inc. Will be working closely with the George Boatswains, Resident DC of Cobra London to organize a launch party and Fashion Show on Friday September 14th, 2012. With upwards of 500 attendees, we hope to make our mark on the Western and London community by selling advance tickets to the event for $10.Advance ticket sales will be a key marketing strategy to spread word out about Campus Couture to all social circ les across the campus community. All revenues generated would be paid to Cobra London. The launch party will promote our business, while the Fashion Show will best exhibit Campus Couture's collection to the female demographic. This will be coordinated in part with Blackbirds Salon and Spas, who have donated their time and expertise into making this event a great success. Our team will be able to personally sell Campus Couture to our target market, while promoting to the masses. . Internal Analysis 6. 1 Operations: Operations will commence on September 1st, 2012 with promotions, leading up to our launch party on September 14th, inaugurating the business. In order to use the site, a customer must make an account (Exhibit 9). Members can search through different dresses by style, color, size, or price. In addition, the calendar widget displays the availability of each dress. This calendar will mark off the dates that the dress has been booked for, the size, and the event she will be we aring it to, allowing other customers to skim through dresses efficiently.This also ensures that no two people will be renting out the same dress for the same event. Once the customer has decided on a dress, they will book a fitting appointment, where Campus Couture will hold onto two sizes of any one dress for the customer, ensuring a proper fit. Once they have been fitted, the client will choose whether to proceed with the rental. Our storefront provides them access to browse through other dresses. If they choose another dress, we would ensure that it was not previously on hold for another customer and that it was clean and undamaged.

Managerial Leadership role for Nurses’ Use of Research Evidence Essay

The rapid noticeable change in healthcare delivery coupled with professional responsibilities of nurses to incorporate research evidence into their decision making underscores the need to understand the factors involved in implementing evidence-based practice. Linking current research findings with patients’ conditions, values, and circumstances is the defining feature of evidence-based practice. Significant and rational for using evidence in practice in nursing care Evidence-based practice (EBP) is an approach to health care where the best evidence possible is used in health professionals to make clinical decisions for individual. It involves complex and conscientious decision-making based on the available evidence, patient characteristics, situations, and preferences( McKibbon, 1998). Evidence-based practice in nursing is defined as â€Å"integration of the best evidence available, nursing expertise, and the values and preferences of the individuals, families and communities who are served† (â€Å"Sigma Theta Tau International position statement on evidence-based practice February 2007 summary,† 2008). The gist of evidence based health care is the integration of individual clinical expertise with the best available external clinical evidence and the values and expectations of the patient. There are different recourses of evidence which includes the following: †¢Research Evidence: which refers to methodologically sound, clinically relevant research about the effectiveness and safety of interventions, the accuracy of assessment measures, the strength of causal relationships and the cost-effectiveness of nursing interventions. †¢Patients Experiences and Preferences: identification and consideration of patient’s experiences and preferences are central to evidence-based decision making. Patients may have varying views about their health care options, depending on factors such as their condition personal values and experiences, degree of aversion to risk, resources, availability of information, cultural beliefs, and family influences. †¢ Clinical Expertise. AS the mixing of these different types of evidence may be influenced by factors in the practice context such as available resources, practice cultures and norms leadership styles, and data management, we must consider the level of evidence while using the research evidence to take the proper decision, look to appendix A which is represent the level of evidence. (Haynes, Devereaux, & Guyatt, 2002; Sigma Theta Tau International position statement on evidence-based practice February 2007 summary,† 2008). Evidence-based practice is a prominent issue in international health care which is intended to develop and promote an explicit and rational process for clinical decision making that emphasizing the importance of incorporating the best research findings into clinical care to ensure the best possible treatment and care derived from the best available evidence (E. Fineout-Overholt, Levin, & Melnyk, 2004) Once a new research is completed new evidence comes into play every day, technology advances, and patients present with unique challenges and personal experiences(Krainovich-Miller, Haber, Yost, & Jacobs, 2009). The nurse who bases practice on what was learned in basic nursing education soon becomes outdated, then becomes dangerous. Patients are not safe if they do not receive care that is based on the best evidence available to assist them at the time their needs arise, so all aspects of nursing, from education to management to direct patient care, should be based on the best evidence available at the time (Reavy & Tavernier, 2008). Through reviewing the literature there is a dramatically changing and advancing in the technology, available body information and quality of care provided, the rapid pace of change in healthcare delivery coupled with professional responsibilities of nurses to incorporate research evidence into their provided care and decision making underscores the need to understand the factors involved in implementing evidence-based practice (Bostrà ¶m, Ehrenberg, Gustavsson, & Wallin, 2009; Ellen Fineout-Overholt, Williamson, Kent, & Hutchinson, 2010; Gerrish, et al., 2011; Gifford, Davies, Edwards, Griffin, & Lybanon, 2007). Before that nurses must first believe that basing their practice on the best evidence will lead to the highest quality of care and outcomes for patients and their families(Ellen Fineout-Overholt, et al., 2010; Melnyk, et al., 2004). To let change occuring, â€Å"there must be a clear vision, written goals, and a well-developed strategic plan, including strategies for overcoming anticipated barriers along the course of the change†(Melnyk, et al., 2004). Emerging evidence indicates that the  leadership behaviors’ of nurse managers and administrators play an important role in successfully utlizing research evidence into clinical nursing(Amabile, Schatzel, Moneta, & Kramer, 2004; Antrobus & Kitson, 1999; Gifford, et al., 2007). There is a consistency between many researches that clamethe importance role of the leadership and leadership factors such as support and commitment of managers on the staff at the implication of EBP(Aitken, et al., 2011; Antrobus & Kitson, 1999; Melnyk, et al., 2004; Winch, Creedy, & Chaboyer, 2002). Nurse managers and administrators are responsible for the professional practice environments where nurses provide care, and are strategically positioned to enable nurses to use research. As being a role model, administrators must be committed to provide the necessary resources such as EBP mentors, computers, and EBP education. Some administrators have tried to encourage a change to EBP by integrating EBP competencies into clinical promotions. However, Miller (2010) argue that this extrinsic motivational strategy is unlikely to be as effective as when people are intrinsically motivated to change. Also there is a claimed that if people are involved in the strategic planning process, they are more likely to change to EBP. Intervention protocol for promoting nurses compliance to EBP As the Decision making in health care has changed dramatically, with nurses expected to make choices which based on the best available evidence and continually review them as new evidence comes to light (Pearson et al, 2007). Evidence-based practice involves the use of reliable, explicit and judicious evidence to make decisions about the care of individual patients. As an important role in providing safe and high quality care the nurses must take into account the quality of evidence, assessing the degree to which it meets the four principles of feasibility, appropriateness, meaningfulness and (Doody & Doody, 2011; Johnson, Gardner, Kelly, Maas, & McCloskey, 1991). What nurses need to operate in an evidence-based manner, is to be aware of how to introduce, develop and evaluate evidence-based practice. There more than one model for introducing the EBP in health care one of them that I chose is the Iowa model. The Iowa model focuses on organization and collaboration incorporating conduct use of research, along with other types of evidence(Doody & Doody, 2011; Johnson, et al., 1991). Since its origin in 1994, it has been continually referenced in nursing journal articles and extensively used in clinical research programmes. This model uses key triggers that can be either problem focused or knowledge focused, leading staff to question current nursing practices and whether care can be improved through the use of current research findings(Bauer, 2010; Doody & Doody, 2011; Johnson, et al., 1991; Titler, et al., 2001). By using Iowa Model; a question is generated either from a problem or as a result of becoming aware of new knowledge. Then a determination is made about the question relevance to organizational priorities. If the question posed is relevant, then the next step is to determine if there is any evidence to answer the question. Once the evidence has been examined, if there is sufficient evidence, then a pilot of the practice change is performed. If there is insufficient evidence, then the model supports that new evidence should be generated through research (Bauer, 2010). Step one of the Iowa model is to formulate a question. The question if asked in a PICO format is easier to use to search the literature. A PICO format uses the following method to frame the question: Frame question in PICO format †¢ P= Population of interest †¢ I= Intervention †¢ C= Comparison of what you will do †¢ O= Outcome(Hoogendam, de Vries Robbà ©, & Overbeke, 2012). The final step to the process is to share the outcomes of the practice change with other in the form of an article or poster. In using the Iowa model, there are seven steps to follow in detail as it is outlined in the figure shown in appendix B. Step 1: Selection of a topic In selecting a topic for evidence-based practice, several factors need to be considered. These include the priority and magnitude of the problem, its application to all areas of practice, its contribution to improving care, the availability of data and evidence in the problem area, the multidisciplinary nature of the problem, and the commitment of staff. Step 2: Forming a team The team is responsible for development, implementation, and evaluation. The composition of the team should be directed by the chosen topic and include all interested stakeholders. The process of changing a specific area of practice will be assisted by specialist staff team members, who can provide input and support, and discuss the practicality of guideline. A bottom-up approach to implementing evidence-based practice is essential as change is more successful when initiated by frontline practitioners, rather than imposed by management. Staff support is also important. Without the necessary resources and managerial involvement, the team will not feel they have the authority to change care or the support from their organization to implement the change in practice. To develop evidence-based practice at unit level, the team should draw up written policies, procedures and guidelines that are evidence based. Interaction should take place between the organization’s direct care providers and management such as nurse managers, to support these changes(Antrobus & Kitson, 1999; Cookson, 2005; Doody & Doody, 2011; Hughes, Duke, Bamford, & Moss, 2006). Step 3: Evidence retrieval Evidence should be retrieved through electronic databases such as Cinahl, Medline, Cochrane and up-to-date web site. Step 4: Grading the evidence To grade the evidence, the team will address quality areas of the individual research and the strength of the body of evidence overall (see appendix A for level of evidence). Step 5: Developing an Evidence-Based Practice (EBP) standard After a critique of the literature, team members come together to set recommendations for practice. The type and strength of evidence used in practice needs to be and based in the consistency of replicated studies. The design of the studies and recommendations made should be based on identifiable benefits and risks to the patient. This sets the standard of practice guidelines, assessments, actions, and treatment as required. These will be based on the group decision, considering the relevance for practice, its feasibility, appropriateness, meaningfulness, and effectiveness for practice. To support evidence-based practice, guidelines should be devised for the patient group, health screening issues addressed, and policy and procedural guidelines devised highlighting frequency and areas of screening. Evidence-based practice is ideally a patient centered approach, which when implemented is highly individualized. Step 6: Implementing EPB For implementation to occur, aspects such as written policy, procedures and guidelines that are evidence based need to be considered. There needs to be a direct interaction between the direct care providers, the organization, and its leadership roles (e.g. nurse managers) to support these changes. The evidence also needs to be diffused and should focus on its strengths and perceived benefits, including the manner in which it is communicated. This can be achieved through in-service education, audit and feedback provided by team members. Social and organizational factors can affect implementation and there needs to be support and value placed on the integration of evidence into practice and the application of research findings(Aitken, et al., 2011; Doody & Doody, 2011; Gerrish, et al., 2011; Reavy & Tavernier, 2008) Step 7: Evaluation Evaluation is essential to seeing the value and contribution of the evidence into practice. A baseline of the data before implementation would benefit, as it would show how the evidence has contributed to patient care. Audit and feedback through the process of implementation should be conducted and support from leaders and the organization is needed for success. Evaluation will highlight the programme’s impact. Barriers also need to be identified. Information and skill deficit are common barriers to evidence-based practice. A lack of knowledge regarding the indications and contraindications, current recommendations, and guidelines or results of research, has the potential to cause nurses to feel they do not have sufficient training, skill or expertise to implement the change. Awareness of evidence must be increased to promote the translation of evidence into practice . A useful method for identifying perceived barriers is the use of a force field analysis conducted by the team leader. Impact evaluation, which relates to the immediate effect of the intervention, should be carried out. However, some benefits may only become apparent after a considerable period of time. This is known as the sleep effect. On the contrary, the back-sliding effect could also occur where the intervention has a more or less immediate effect, which decreases over time. We must not to evaluate  too late, to avoid missing the measures of the immediate impact. Even if we do observe the early effect, we cannot assume it will last. Therefore, evaluation should be carried out at different periods during and following the intervention (Doody & Doody, 2011). Nursing leadership is an essential role for promoting evidence-based practice while the nurse managers and administrators are responsible for the professional practice environments where nurses provide care, are strategically positioned to enable nurses to use research. AS the leadership is essential for creating change for effective patient care the leadership behaviors are critical in successfully influencing the stimulation, acceptance, and utilization of innovations in organizations (Antrobus & Kitson, 1999; Gifford, et al., 2007). From my perspective I consider that the leaders and managers are the corner stone for utilizing researches and make practices based on evidence. By playing a role model for staff and handling the authority they have a magic force to urges the staff to use evidence based in there practice. Leaders can encourage the staff to use EBP in their practice in several ways such as increase the staff awareness, stimulating the intrinsic motivation of people, implying an effort to increase the will and internal desire to change through support encouragement, education, and appealing to a common purpose, monitoring performance, strengthen the body of knowledge that the staff have by forcing them to attend and participate in conferences, workshops & Journal clups, giving rewards to staff who collaborate in finding, utilizing and applying the EBP and make promotion and appraisal according to adherence to application of EBP. Implication of EBP For implementation to occur, aspects such as written policy, procedures and guidelines that are evidence based need to be considered. There needs to be a direct interaction between the direct care providers, the organization, and its leadership roles (e.g. nurse managers) to support these changes. The evidence also needs to be diffused and should focus on its strengths and perceived benefits, including the manner in which it is communicated. This can be achieved through in-service education, audit and feedback provided by team members. Social and organizational factors can affect implementation and there needs to be support and value placed on the integration of evidence into practice and the application of research findings. There are many ways that can be used to create an environment to implement and sustain an area of EBP such as : -Development of EBP champions; – Use of EBP mentors; – Provision of resources such as time and money; – Creation of a culture and expectation related to EBP; – Use of practical strategies including EBP workgroups, journal club and nursing rounds (Aitken, et al., 2011). EBP is being used in every aspect of the life, especially in the health care. The most common application of EBP is not only in intervention or treatment plane, but also the EBP process has been applied to making choices about diagnostic tests and protocols to insure thorough and accurate diagnosis, selecting preventive or harm-reduction interventions or programs, determining the etiology of a disorder or illness, determining the course or progression of a disorder or illness, determining the prevalence of symptoms as part of establishing or refining diagnostic criteria, completing economic decision-making about medical and social service programs. Nursing research proves pivotal to achieving Magnet recognition, yet the term research often evokes an hunch of mystery. Most of the policy, guidelines. And protocols that guide the work in the organization are based on evidance (Weeks & Satusky, 2005). Also, it is also useful to think of EBP as a much larger social movement. Drisko and Grady (2012) argue that at a macro-level, EBP is actively used by policy makers to shape service delivery and funding. EBP is impacting the kinds of interventions that agencies offer, and even shaping how supervision is done. EBP is establishing a hierarchy of research evidence that is privileging experimental research over other ways of knowing. There are other aspects of EBP beyond the core practice decision-making process that are re-shaping social work practice, social work education, and our clients’ lives. As such, it may be viewed as a public idea or a social movement at a macro level (â€Å"Evidence-Based Practice: Why Does It Matter?,† 2012). Cost effectiveness of using EBP in health care  Beneficial outcomes of the implementation and use of evidence-based practice by staff nurses include increased ability to offer safe, cost-effective,  and patient-specific interventions. Critical thinking skills and leadership abilities can also grow because of the use of evidence based practice; it is a way for staff nurses to become involved in change and regain ownership of their practice (Reavy & Tavernier, 2008). EBP used in clinical practice lead to make improvement in quality of provided care, which lead to improve the patients outcome, patient satisfaction and employee satisfaction. All these aspect are directly and indirectly lead to increase the cost effectiveness of the organization. When the patient satisfaction increased the patient acceptance to the organization increased, the employee satisfaction also increases and turnover will decrease all these things will increase the financial revenue to the organization. Also when using EBP in health care this will lead to decrease errors, complications and losses (e.g. compliance of evidence based infection control guidelines will lead to decrease incidence of infection, decrease length of stay an d decrease the cost of patient treatment), another example is using EBP to treat diabetic foot will result in decreasing the loses and increases the satisfaction so adherence to EBP will be costly effective when it result in better outcome, quality of care and satisfaction. Sometimes using EBP in certain area is costly; in such cases we must weighing the benefits ( immediately and after considered period of time) and mak e our decision based on the collected data and information. References: Aitken, L. M., Hackwood, B., Crouch, S., Clayton, S., West, N., Carney, D., et al. (2011). Creating an environment to implement and sustain evidence based practice: A developmental process. Australian Critical Care, 24(4), 244-254. Amabile, T. M., Schatzel, E. A., Moneta, G. B., & Kramer, S. J. (2004). Leader behaviors and the work environment for creativity: Perceived leader support. The Leadership Quarterly, 15(1), 5-32. Antrobus, S., & Kitson, A. (1999). Nursing leadership: influencing and shaping health policy and nursing practice. Journal of Advanced Nursing, 29(3), 746-753. Bauer, C. (2010). Evidence Based Practice:Demystifying the Iowa Model Providing optimal care through promotion of professional standard, networking and development, 25(2). Bostrà ¶m, A.-M., Ehrenberg, A., Gustavsson, J. P., & Wallin, L. (2009). Registered nurses’ application of evidence-based practice: a national survey. Journal Of Evaluation In Clinical Practice, 15(6), 1159-1163. Cookson, R. (2005). Evidence-based policy making in health care: what it is and what it isn’t. Journal Of Health Services Research & Policy, 10(2), 118-121. Doody, C. M., & Doody, O. (2011). Introducing evidence into nursing practice: using the IOWA model. British Journal of Nursing, 20(11), 661-664. Evidence-Based Practice: Why Does It Matter? (2012). ISNA Bulletin, 39(1), 6-10. Fineout-Overholt, E., Levin, R. F., & Melnyk, B. M. (2004). Strategies for advancing evidence-based practice in clinical settings. Journal of the New York State Nurses Association, 35(2), 28-32. Fineout-Overholt, E., Williamson, K. M., Kent, B., & Hutchinson, A. M. (2010). Teaching EBP: strategies for achieving sustainable organizational change toward evidence-based practice. Worldviews On Evidence-Based Nursing / Sigma Theta Tau International, Honor Society Of Nursing, 7(1), 51-53. Gerrish, K., Guillaume, L., Kirshbaum, M., McDonnell, A., Tod, A., & Nolan, M. (2011). Factors influencing the contribution of advanced practice nurses to promoting evidence-based practice among front-line nurses: findings from a cross-sectional survey. Journal of Advanced Nursing, 67(5), 1079-1090. Gifford, W., Davies, B., Edwards, N., Griffin, P., & Lybanon, V. (2007). Managerial leadership for nurses’ use of research evidence: an integrative review of the literature. Worldviews on Evidence-Based Nursing, 4(3), 126-145. Haynes, R. B., Devereaux, P. J., & Guyatt, G. H. (2002). Clinical expertise in the era of evidence-based medicine and patient choice. ACP Journal Club, 136(2), A11-A14. Hoogendam, A., de Vries Robbà ©, P. F., & Overbeke, A. J. P. M. (2012). Comparing patient characteristics, type of intervention, control, and outcome (PICO) queries with unguided searching: a randomized controlled crossover trial. Journal Of The Medical Library Association: JMLA, 100(2), 121-126. Hughes, F., Duke, J., Bamford, A., & Moss, C. (2006). Enhancing nursing leadership: Through policy, politics, and strategic alliances. Nurse Leader, 4(2), 24-27. Johnson, M., Gardner, D., Kelly, K., Maas, M., & McCloskey, J. C. (1991). The Iowa Model: a proposed model for nursing administration. Nursing Economic$, 9(4), 255-262. Krainovich-Miller, B., Haber, J., Yost, J., & Jacobs, S. K. (2009). Evidence-based practice challenge: teaching critical appraisal of systematic reviews and clinical practice guidelines to graduate students. Journa l of Nursing Education, 48(4), 186-195. Melnyk, B. M., Fineout-Overholt, E., Feinstein, N. F., Li, H., Small, L., Wilcox, L., et al. (2004). Nurses’ perceived knowledge, beliefs, skills, and needs regarding evidence-based practice: implications for accelerating the paradigm shift. Worldviews on Evidence-Based Nursing, 1(3), 185-193. Reavy, K., & Tavernier, S. (2008). Nurses reclaiming ownership of their practice: implementation of an evidence-based practice model and process. Journal of Continuing Education in Nursing, 39(4), 166-172. Sigma Theta Tau International position statement on evidence-based practice February 2007 summary. (2008). Worldviews on Evidence-Based Nursing, 5(2), 57-59. Titler, M. G., Kleiber, C., Steelman, V. J., Rakel, B. A., Budreau, G., Everett, C. L. Q., et al. (2001). The Iowa Model of Evidence-Based Practice to Promote Quality Care. Critical Care Nursing Clinics of North America, 13(4), 497-509. Weeks, S. K., & Satusky, M. J. (2005). Demystifying nursing research: to encourage compliance with Magnet accreditation standards, f urther your facility’s research initiatives. Nursing Management, 36(2), 42. Winch, S., Creedy, D., & Chaboyer, W. (2002). Governing nursing conduct: the rise of evidence-based practice. Nursing Inquiry, 9(3), 156-161.

Maruti Suzuki Company Profile

Organisational Profile of Maruti Suzuki About us – Maruti Suzuki India Limited (MSIL, formerly named Maruti Udyog Limited) is a subsidiary of Suzuki Motor Corporation, Japan. MSIL has been the leader of the Indian car market for over two and a half decades. The company's two manufacturing facilities are located at Gurgaon and Manesar, south of New Delhi. Recently, the company has announced a further investment of Rs 1,700 crore (Rs 17 billion) for enhancing the production capacity by 250,000 units annually. The CAGR over two years is 27% for net sales.Nature of the Company Ownership – Maruti Suzuki India Ltd. Is a public limited company and is listed on Bombay Stock Exchange Limited and National Stock Exchange Limited. SMC is the majority shareholder with 54. 21% equity stake in the company. Shareholding Pattern of the Company – Our Vision – The Leader in the Indian Automobile Industry, Creating Customer Delight and Shareholder's Wealth; A pride of India. We believe OUR CORE VALUES drive us in every endeavor. * CUSTOMER OBSESSION * FAST, FLEXIBLE & FIRST MOVER INNOVATION & CREATIVITY * NETWORKING & PARTNERSHIP * OPENNESS & LEARNING Quest Unlimited – â€Å"After 25 years of leadership, what next? † It is not for us to predict the future. Other than to say that the Quest is unceasing. We continue on our journey, uninterrupted and without distraction, avoiding complacence and flamboyance, to explore newer frontiers, strengthen and expand partnerships, connect with the layers and layers of a still larger world and embed ourselves deeper in the lives of people. Success Mantra –Success in this business, we said, asks for â€Å"Stamina and Patience, Order and Creativity, Skills hard and soft and it needs all of them to Co-exist in the Right Proportion. † We follow the natural low of 3G – Give is the route to Get and Grow. CORPORATE INFORMATION – Board Of Directors – Mr. R. C. Bhargava, Chairman Mr. Shinzo Nakanishi, Managing Director and CEO Mr. Tsuneo Ohashi, Director and Managing Executive Officer (Production) Mr. Shuji Oishi, Director & Managing Executive Officer (Marketing & Sales) Mr. Keiichi Asai, Director & Managing Executive Officer (Engineering) Mr.Manvinder Singh Banga, Director Mr. Amal Ganguli, Director Mr. D. S. Brar, Director Mr. Osamu Suzuki, Director Ms. Pallavi Shroff, Director Mr. Kenichi Ayukawa, Director Contact us – Head Office Maruti Suzuki India Limited 1, Nelson Mandela Road, Vasant Kunj, New Delhi-110070 Board no. 46781000 Fax : 46150275-76| Gurgaon Plant Maruti Suzuki India Ltd. Gurgaon Plant Old Palam Gurgaon Road Gurgaon – 122015 Tel: (0124)   2346721| Manesar Plant Maruti Suzuki India Ltd. Manesar Plant Plot no. 1, Phase 3A IMT Manesar Gurgaon – 122051. | BUSINESS HIGHLIGHTS Company’s Snapshot – Above 50% market share in passenger cars and van type Vehicles for all 25 years * O ver 7 million cars produced & sold cumulatively * Over 500,000 cars exported cumulatively * 1st in customer satisfaction for 9 consecutive years – J D power CSI survey * One million units/ annum total capacity * Gurgaon facility – capacity 700,000 units/ annum * Manesar facility – capacity 300,000 units/annum * Over 7,600 employees on its rolls. * 681 sales outlets in 454 cities * 2767 workshops in 1314 cities * 315 pre-owned car outlets in 181 cities Recent AWARDS –India's Most Trusted Brand 2009: The Economic times Maruti Suzuki has been ranked Indian most Trusted Brand by India's leading Business newspaper The Economic Times. This prestigious accolade comes alongside company's 10-year long pole position in customer satisfaction surveys. 2000-2009: JD Power Customer Satisfaction Index Award – India The biggest draw for the past ten years has been the award for highest recognition by the customer. In 2009-10 again, for the tenth consecutive ti me, Maruti Suzuki ranked the highest in JD Power Customer Satisfaction Index.Other Accolades During 2009-10, the company, its products and services received reputed awards and accolades instituted by independent expert groups, media houses and research agencies. These include: * Ritz – Hatchback of the year * Ritz – Car of the year * Maruti Suzuki as the ‘Manufacturer of the year' by CNBC Overdrive * In the World's Most Reputed Company Survey 2009, Maruti Suzuki ranked third amongst global car companies and 49 amongst all companies across all segments. * ICSI National Award for Excellence in Corporate Governance' Products –The company has a portfolio of 13 brands and over 150 variants across Maruti 800, Omni, international brands Alto, A-star, WagonR, Swift, Ritz and Estilo, off-roader Gypsy, SUV Grand Vitara, sedans SX4 and Swift DZire and the newest entrant Eeco. Quality – A product of poor quality requires repeated inspections, entails wastage in terms of repairs and replacements. â€Å"Do it right first time†, is the principle followed to avoid wastage. To ensure quality, robots were devices and deployed especially where they reduced worker fatigue and were critical in delivering consistent quality.With consistent improvements in the plant the company was able to manufacture over 600,000 vehicles in 2006-07 with an installed capacity of just 350,000 vehicles per year. Production Management System (PMS) – PMS is derived from the basic Japanese principles of 5S, 3G and 3K. Corporate Social Responsibility (CSR) concepts – Maruti Suzuki has adopted a CSR policy, which serves as a guiding tool for the management and the employees in steering Maruti Suzuki towards long term sustained growth in harmony along with the interests of the stakeholder.The role of the CSR department is to professionalize CSR activities in Maruti Suzuki and strengthen the mechanisms involving the activities. Significant efforts have been taken to contribute to society at large, through its corporate activities, especially in the areas of Road Safety and Vocational Training. Maruti Suzuki has set up dedicated teams with requisite expertise to steer the social projects. Maruti Driving School – National Road Safety Mission – Driving its message for road safety, Maruti Suzuki India Limited, unveiled a National Road Safety Mission| programme in December 2008.Under the programme, the company will * Train 500,000 people in safe driving in the next 3 years across India| | * While utilizing the existing 4 Institutes of Driving Training and Research (IDTR) in Delhi, Dehradun and Vadodara and 61 Maruti Driving Schools across the country the company will enter into partnerships with state governments for more IDTRs and with its dealers for more Maruti Driving Schools * Of the 500,000 people to be trained, at least 100,000 will be people from underprivileged section of society, who are keen to take driving as a profession. The company will continue to support to government and industry in their efforts for road safety| Sustainability Approach – In line with the global environmental concerns, we have identified the following focus areas with regards to the protection of environment and resources for the future generations. * CO2 emission reduction * Energy Conservation * Water Conservation * Solid Waste Management * Material Usage and Weight reduction * Fuel EfficiencyEnvironment Friendly –Fuel Efficient K-series Engine Technology Maruti Suzuki recognizes global warming and climate changes as global issues, the effects of which are of concern both for the environment and human life. The challenge faced by the society is how to meet the needs of the present, without compromising the ability of future generations to meet their own needs. Maruti Suzuki strongly believes that an investment in environment friendly products and manufacturing facilities is in the best interest of t he society as well as the business.The last 25 years of our journey has reinforced the belief that environment friendly initiatives make products more acceptable to customers and help Maruti Suzuki grow profitably in every sphere. Since Maruti Suzuki started operations, conserving environment and natural resources has been an integral part of our systems and processes. The concept of â€Å"Reduce, Reuse, Recycle† (3R's) has been our driving principle.This three pronged strategy or the 3 R's has been promoted in all our manufacturing facilities, supply chain and logistics operations. Maruti Suzuki also follows the Philosophy of â€Å"Smaller, Fewer, Lighter, Shorter and Neater†. This Philosophy has helped Maruti Suzuki in optimal utilization of resources and cost savings. True Value Outlet – Maruti True Value is India No. 1 organized pre-owned car brand. The company's service businesses include sale and purchase of pre-owned cars (True Value) and Maruti Finance.U nique advantages   Ã¢â‚¬â€œ * India's largest certified used car dealer network * 340 outlets in 197 cities and growing * All car related services under one roof * professionally trained manpower * Complete peace of mind| | These initiatives, besides providing total mobility solutions to customers in a convenient and transparent manner, have helped improve economic viability of the company's dealerships Exports – What do countries like Poland, Finland, Iceland, Malta, Switzerland, The Netherlands, Algeria and Italy have in common?Maruti Suzuki cars ply on the roads of these countries, and what's more, they are soon becoming the fastest selling cars in those lands. Maruti Suzuki exports, entry-level models across the globe to over 100 countries and the focus has been to identify new markets. Some important markets include Latin America, Africa and South East Asia. The Company clocked its highest ever exports at 70,023 units, a growth of 32. 1% in the Fiscal Year 2008-09.

Develop a Game or Activity Essay Example | Topics and Well Written Essays - 1000 words

Develop a Game or Activity - Essay Example They found that most of the employees know nothing about people working around them. They decide to introduce new ritual: a small birthday party for every employee, but they concern about their cultural and personal beliefs which can affect such celebrations. The task of trainees is to gather information about colleagues, and image how the staff would organize different birthday parties. Theme "How well do you know the people around you' First part: The employees will be divided into two groups. Using the Intranet (and telephone) employees have to gather information about their colleagues (from the competitors group), and find possible similarities and differences about age, culture, religion, etc. Time limits: 40 min. Second part: Both groups have to make a small birthday presentation for one of the employees (form another group) according to his preferences and cultural values (role play). Analysis This activity (game) was chosen because the rise of computers at work has not only increased the need for computer skills training, but also created new training formats. Computer-based training is interactive, self-paced instruction using software teaching tools. Computer-based training can take a variety of forms. Some companies have staffed computer labs where employees can drop by to practice, with personal assistance available if needed. This game develops research and analytical skills, groupthink and problem solving skills. It has little to do with organizational context, but it will help employees to know each other and improve their communication. Performance support systems are useful because participants in a training program (game) can retain only a limited amount of information and usually not as much as has been taught. With a performance support system, however, employees can get training help and information at the exact time needed--the "trainable moment." Computer-related "knowledge" jobs, in which employees follow certain specified procedures lend themselves most readily to performance support systems. But these systems also help train employees on job tasks that require problem-solving and decision-making skills (Allen 1996). This game will help to examine managerial communication and its impact on different employees, identify its strengths and weaknesses. This game has some elements of the role play because trainees are asked not just to imitate the performance, but also to apply these skills and behaviors to a sample situation in which different individuals play certain roles. Solving and discussing problems helps trainees learn technical material and content, and role plays are an excellent way of applying the interpersonal skills being emphasized in the training. If done well, role plays give trainees the opportunity to integrate new skills with job behavior. This method enhances further training by illustrating how to apply instruction in practice. Demonstrations are ideal for basic skills training, while role playing works well for building complex behaviors such as interpersonal or management skills. During this game,

Intellectual Property Law Essay Example | Topics and Well Written Essays - 2750 words

Intellectual Property Law - Essay Example This essay explores that there are three sets of secnarios where trade mark can be considered to be infringed under â€Å"section 10 of the 1994 Trade markts Act. â€Å" †¢ Where a plaintiff(P) establish that the defendant (D) is employing an analogues sign for analogues products or services – Article 5 1(a) / Section 10(1) . †¢ Where P can establish that D is employing a similar or analogues sign as regards to similar or analogues products or services and hence , it may result in confusion among consumers. Article 5 1(b) / Section 10(2) †¢ Where P establish that D is employing a similar or analgoues sign and this result in unfair benefit of P’s mark or injuring its repute or disitncitve character withoud due cause. Article 5.2 / Section 10(3). In â€Å"L’Oreal v Bellure† case, the main issue was that whether â€Å"look-alike† scents and pack marketed by the defendants violated the registered signs owned by the plaintiff under section 10(3) of the Trade Marks Act of 1994. In this case both UKs High Court and CJEU found that some of the scent bottles and packaging employed for ‘look-alike† perfumes contravened the registered trade marks as the defendant enjoyed an unjust benefit of the reputation or character of the registered trade marks. The court observed that the magnitude of the resemblance was intentional. The defendant attempted to â€Å"wink at† the premium brand’s packaging. The scents preferred as comparativeness, which were famous brands due to their extensive advertisement. (Horton 2011). The defendant by infringing the perfumes derived advantages from such advertisement and sponsorship of the expensive perfumes. Thus, the benefit for the expenses incurred for sponsoring, maintaining and improving a specific trade mark has been enjoyed by the defendants. This results in â€Å"free raiding â€Å"and thus amounting in enjoyment of unfair benefit. (Horton 2011). In Google France v Louis Vuitton and Interflora Inc, three respondents alleged that usage of trade marks, especially in the AdWords service by Google was itself a contravention. It was alleged that the entry of their trade mark names by the users of the internet in the search engine of the Google which activated the display under the caption â€Å"sponsored links† of connection to, as regards to Vuitton, sites presenting replication of products of Vuitton and as regards to Thonet and Viaticum, of connecting to the trade marks of their respective competitors. In each case , the row begun fr om the usage , as keywords in reference service of the internet , of marks which match up to trade marks , without approval from the owners of these trade marks. Before ECJ, the distinct question was that whether Google can bank upon the exemption under Article 14 of Directive 2000/31, which offers exemption for hosting for â€Å"information society services,† CJEU remitted the case back to the domestic court and held that the usage of trade marks by Google in the AdWords service could not be regarded as an infringement. (Roncaglia & Sironi 2011:170). In L’Oreal case, the main focus was on the commercial benefits derived by the defendants instead of damages to the business of the trade mark owner. There is no necessary to establish any harm or confusion among consumers, the business rivals might still derived advantages from the substantial investment made by the trade mark owner in establishing his brand in the market. Thus, the plaintiff has to establish that the def endant has derived a commercial benefit from the familiarity of his mark by demonstrating a linkage with the famous mark through use of a similar or identical sign. (Horton 2011:550). The art.5.2/ art.9 (1) (c) was related by CJEU in their verdict and stated that a trade mark owner can safeguard his mark against any misuse whenever there is chance for infringement but also can proceed against the defendant when the mark’s other features are impacted like any warranty of the quality of the products or services and those of advertisement, communications and investment.

END OF SEGREGATION, DISCRIMINATION AND ISOLATION Essay

END OF SEGREGATION, DISCRIMINATION AND ISOLATION - Essay Example They fought till the equal status. These movements were led by people such as Rev. Dr. Martin Luther King, Jr. and his wife Coretta Scott King' Ralph David Abernathy, Medger Evers, Malcolm X, Al Sharpton, Jessie Jackson and President Abraham Lincoln. They created the path for African-Americans to become respected citizens who have rights as others. In this paper it will be discussed how African-Americans worked to end slavery, segregation, discrimination, and isolation and achieved freedom for themselves. Contents Contents 3 Segregation, Discrimination and Isolation in Post-Reconstruction Period and African American Movement 3 How African-Americans have put an End to the Segregation, Discrimination, Isolation to attain Civil Rights and Equity 5 Revolutionising their Minds and Participating in Establishment of their Nation 6 Service to White Land Owners 7 Collective Responsibility 8 Abolishment of Slavery, Segregation and Racism 8 Formation of Institutions like Schools that Improved E ducation Status of African Americans 9 Civil Right Movement 10 Conclusion 11 Reference 12 Segregation, Discrimination and Isolation in Post-Reconstruction Period and African American Movement This situation is most likely seen in South side of the America, which resulted in 7 million African American, left that area which called as the great migration. The situation in North and West was better than the south but some discrimination can be seen. Following are segregation, discrimination and isolations which happened in that time. Segregation was empowered by law itself, public facilities and government services were divided into two as "white" and "colored". And the facilities assigned to African American were underfunded or not properly maintained. African Americans stood up against segregation by conducting boycotts, sit-ins and freedom rides. Disfranchisement – White Democrats in America made African American voters inaccessible for voter registration by passing laws, and black voters were forced off from the voting rolls. Tens of thousands of African Americans were left behind from voting, and the number of voters dropped dramatically. African Americans fought this issue by establishing voter registration activities and conducting mass scale marches. Exploitation – Number of unemployment among young African American went up due to the expelling from job as well as from education. Increased economic oppression of blacks, denial of economic opportunities, and widespread employment discrimination were widely seen. They established their own schools and started to follow courses and subject which had higher economical and social value in order to face this issue. Violence – Individual, police, organizational, and mass racial violence against African Americans was widely seen. African Americans resisted this in numerous ways and sought better opportunities through lawsuits, new organizations, political redress, and labor organizing. The Nat ional Association for the Advancement of Colored People (NAACP) was founded in 1909. It fought to end race discrimination through litigation, education, and lobbying efforts. How African-Americans have put an End to the Segregation, Discrimination, Isolation to attain Civil Rights and Equity Segregation, discrimination, and isolation are some of the heinous acts that led to separation of people hence leading to confusion and disunity among them. In some countries, it even led to genocides because the people

Discuss the view that there were marked changes in the nature of Essay

Discuss the view that there were marked changes in the nature of British and American expansion in the late Nineteenth Century - Essay Example In the USA, interest in expansion came essentially from a number of practical and ideological changes. First, by virtue of its massive economic growth after the Civil War:- spurred by an abundance of natural resources and rapid industrialization - the United States had become a "great power". Numerous publicists started to suggest that as the United States was now a great power, it should start to act like one. Practical changes also led to America turning its eye towards other countries. The American "frontier" had essentially disappeared by the last decade of the Nineteenth century; many started to state that the country would need new land and opportunities to serve a growing population. Militarist minds suggested that the US would need to become a great naval nation in order to protect its borders, and Social Darwinists suggested that "manifest destiny" could be extended to other countries. Thus, stated simply, they stated that the world was a jungle and that only the strong in a raw, physical sense could survive. Added to these arguments were those of idealists and religious leaders who argued that Americans should "take up the white man's burden" and carry their supposedly self-evidently superior culture (cultural, economic, political, religious) to the native peoples of the world. Thus a whole series of factors ... In 1895 a violent revolution against Spanish rule in Cuba had occurred, set off by an economic depression that had resulted from a decline in American purchases of sugar form the island. Rebel violence was put down violently by the Spanish, and Cuban refugees in the USA started to spread exaggerated and eventually outright fabricated tales of Spanish atrocities. The power of the print press was partly responsible for the road to war that America now started on. William Randolph Hearst, the great American media baron, whose New York paper The American was in fierce competition with a rival, started to print these stories and to stoke up a jingoistic atmosphere of war. President Cleveland avoided the pressure for war, but his successor, President McKinley was essentially overtaken by events, namely the rather suspicious sinking of the USS Maine on February 15, 1898. The naval board of inquiry claimed that it had been sunk by a Spanish submarine mine, and the resultant loss of life led to war with Spain. Spain offered to make large concessions, but refused to admit what would essentially be defeat - complete withdrawal from Cuba, without a shot fired. In mid April Congress authorized the President to use force to expel the Spanish from Cuba. Thus started what Secretary of State John Hay expressed in a letter to Theodore Roosevelt was a "splendid little war" for America in which there would be little loss of life, but a massive transformation in international presence (Endicott, 2004). The American expeditionary force quickly routed the Spanish on Cuba and then turned against the last Spanish outpost in the Caribbean, Puerto Rico. In early May the Spanish fleet in Manila, the

Financial issues Assignment Example | Topics and Well Written Essays - 250 words

Financial issues - Assignment Example The global financial crisis is one that has affected many companies. This has led to many changes with regard to the various regulations that exist. There is development in financial planning and the management of wealth (Elizabeth 1156). The article critically discusses this and shows the manner through which the global financial crisis of 2008 has led to trading of financial instruments. There is also the existent issue in modern days with regard to financial instruments that brings up the question of disclosure in the relevant industries and a case in example is what happens in Brazil mostly (Malaquias 95). Many companies do not seem to appreciate the value of privacy in an organization. In modern days, privacy is so poor such that financial statements of various debtors are portrayed to other people that attend to the same bank. Financial reporting is also important as some people fail to offer the important information that is necessary for financial instruments and planning. This information is such as the actual assets that the company or individual bears (Mark 3). It is important for these people to offer exact information to assist in the actual planning of a person’s or the investment of the company. Malaquias, Fernandes. â€Å"Disclosure of financial instruments according to International Accounting Standards: empirical evidence from Brazilian companies.† Brazilian Business Review, 2013: 10, 3. Pgs 82 – 107. Elizabeth, Blankespoor. â€Å"Fair Value Accounting for Financial Instruments: Does It Improve the Association between Bank Leverage and Credit Risk?† Accounting Review, 2013, 88, 4. Pgs 1143 –

Illegal Software Use Essay Example | Topics and Well Written Essays - 1250 words

Illegal Software Use - Essay Example The 2011  BSA Global Software Piracy Study reveals that the â€Å"Business decision-makers who admit they frequently pirate software are more than twice as likely as other computer users to say they buy software for one computer but then install it on additional machines in their offices,†. The latest study reveals that a number of security breaches come by known hackers. On this numerous reports including patches and software updates are presented. Moreover, a questioned is asked for the presence of relationship between unlicensed software and the perseverance of software is maintained or not? In this regard the CEO Robert Holleyman, president BSA says, â€Å"It can be a security issue.† Furthermore, he states that there is a major cultural problem that leads towards using pirated software and other security breaches. However, in any organization the security lapse can also happen due to mismanagement of its software and licensing. The unlicensed and not properly doc umented software are more prone to provided insufficient support to the organization. According to the Holleyman, the BSA report is founded over the IDC market data. The term â€Å"gold standard† is stated by the Hollyman that supports the sales of PC and software in worldwide markets (GNC Articles. 2012). This information is collected and published by Ipsos Public Affairs. The survey is held between 14,700 individuals that belong to 33 countries therefore representing around 80 percent of the worldwide software market (GNC Articles. 2012). The survey results came up with some astonishing facts. Around forty two percent of individuals had installed he pirated version of software that cost around $63.4 billion (GNC Articles. 2012). However, this cost cannot be claimed as the net loss due to the unknown budget of legal or illegal installed software as mentioned by BSA in the software industry. In the United States, the rate of pirated software is about nineteen percentages beca use it is considered as the most law-abiding country percentage-wise. In fact, for the big illegal software shares in the U.S. market the estimated net worth is approximately around $9.8 billion value. In the second place is China (GNC Articles. 2012). It is said that the country pirates an approximated 77 percent of its software. In addition, this software is of worth about $8.9 billion that stands China in the second place of illegal software after United States. The computer users in China pay out on typical just $8.89 for the legal software and in the United States this figure is around $127 for every computer. According to the BSA these cost figures for the software organizations are representing risk to U.S. economic well-being. This is due to the unwarranted aggressive advantage that is given to the industries thus encouraging them to use the pirated software. Likewise, even at the rate of 19 percent software piracy in the United States poses a major threat to the Information and Communication Technology in the United States (GNC Articles. 2012). Firstly, applications or software coming from a non-genuine source can be infected with viruses, malicious codes, Trojan horse, root kits etc. this imposes a direct threat or risks. For instance, if an operation system has been acquired from a non-genuine source, viruses can be installed with the operating system. Likewise, one cannot trust software provided by the vendor and it should be tested before implementing in a live or operational environment of a bank or financial institution. These fixes can be later on patched by security updates. In case of pirated software, update options are turned off due to the fear of Operating system validation tools from the manufacturers. Once

The Economic development of Russia 1929-1945 Essay

The Economic development of Russia 1929-1945 - Essay Example 1929-1945 was possibly the greatest transformative period of time in Soviet history; partly due to the occurrence of the Second World War lasting from 1939-1945 and partly due to its leadership. During this period, Stalin combined his hold on power and was allowed to rule with liberty, establishing his â€Å"revolution from above† on the Soviet people1. His rule extended from 1922-1952 and was therefore responsible for majority of the economic transformation at the time. He substituted the New Economic Policy (NEP) instituted by his predecessor with a highly centralised planned (command) economy. This launched a period of collectivization and industrialization that caused rapid transformation of the USSR into an industrial power from an agrarian society. The initial disruption in agriculture unsettled food production and contributed to the disastrous Soviet famine of 1932–1933, which in Ukraine was known as the Holodomor2. Afterwards, in a period that continued from 193 6 to 1939, Stalin established a movement against suspected enemies within his administration - the Great Purge – during which hundreds of thousands were executed. In August 1939, a non-aggression pact was signed by Stalin and Nazi Germany that distributed their power and territory within Eastern Europe, causing the invasion of Poland later in September of that year. Germany later dishonoured the agreement and in June 1941 initiated a substantial invasion of the Soviet Union. In spite of numerous territorial and human losses, Soviet forces succeeded in halting the Nazi incursion following the decisive Battles of Stalingrad and Moscow3. After overwhelming the Germans on the Eastern Front, Berlin was captured in May 1945 by the Red Army, effectively ending the Second World War for the Allies in Europe. Consequently the Soviet Union arose as one of two acknowledged world super-powers, the United States being the other4. This aim of this paper is to analyse the events that occurred

I Am the Grass Essay Essay Example for Free

I Am the Grass Essay Essay Am the Grass is a short story written by Daly Walker, who has also written other short stories for The Sewanee Review and The Sycamore Review. Born in Winchester, Indiana in 1924, Daly Walker is a surgeon by trade and started to write after he was forty. Daly also served in the Vietnam War from 1967-1968, it serves as an inspiration for I Am the Grass. The story details a mans struggle of life after the war in Vietnam, and returning to Vietnam. This includes painful psychological trauma, the feeling of guilt for his actions, and finally his attempt to redeem himself in his own eyes. At the start of the story we read about assorted atrocities committed during the Vietnam War by a nameless man, who is the main character. They include raping a thirteen-year old girl, decapitating a man with a machete, and throwing defenseless prisoners off of a helicopter. Along with the atrocities, the reader sees a battered past and something that haunts the main character . The story also goes on to explain how after the war, the main character goes on to medical school where he becomes a successful plastic surgeon. The main character also describes the fear that comes back to him when anti-war protestors blow up a classroom while he’s asleep. It takes him back to the attacks done on his base while he was in Vietnam, he goes on to explain that even though the he has left the war, â€Å"the war has followed him home† (316). The main character shows how he tries to redeem himself for the bad he has done. This includes going to impoverished countries to repair deformities on people who can’t afford plastic surgery. He explains â€Å"how it makes me feel like a decent man, a healer† (317). This shows how it feels good for him to heal people as opposed to feeling good killing them when he was younger. After the minor back-story and introduction to his past and inner-demons, the main character is on a plane headed to Vietnam. Ironically, this time to help the people he once did horrible things to. He is taken around the countryside, where he recognizes many of the nicknames of the roads soldiers gave. Then he is introduced to another surgeon, one who he would have originally called an enemy, to take him to those in need of the surgery. In nother twist of irony, the Vietnamese â€Å"surgeon† is missing his thumbs. This prevents him from performing surgery unlike the main character. They both talk about fighting each other in the war and then go forth to perform the surgeries on the people who needed them. As the story continues, the narrator, has been successful in 18 surgeries and feels good. Until he has to â€Å"make a difficult decision†(320) when the thumbless Vietnamese surgeon asks him to perform a â€Å"difficult surgery†(321) on him. A surgery where the big toe of the foot is transplanted to where the thumb once was. Despite the risk and lack of any more advanced medical tools, the narrator decides to go forward with it. This shows that the narrator is willing to do an extremely difficult surgery without the proper tools, so that perhaps he may find some peace in himself. Yet the dreams of the man he decapitated still haunt him, even on the eve of the big surgery. While he prepares himself, the narrator explains the feeling as â€Å"a sense of power that has been in no other place but surgery, except when my finger was on the trigger of an M60† (324). He starts and is meticulous in using the primitive medical instruments provided to him. He feels as if he has done a good job and even forms a steady friendship with the Vietnamese surgeon. However, the day he has to leave, it goes south. The main character goes to unwrap the bandages and finds that the transplant has failed, as the implanted big toe has rotted. Furious at himself, he removes it before he leaves. In an attempt to make himself feel better, it is shown how the main character hopes to see the thumbless surgeon at the airport. Perhaps saying bye to him and thanking him for his efforts. However there is no one there, on the flight home though, he realizes that the risk involved with Vietnam made him feel like a part of the country. He comes to see that he embraces the risk and everything that comes with it. I Am the Grass is presented as a story that is simple to understand, but also has an emotional effect. Walker gives us a character with a detailed past, a very good storyline, and the setting and theme of redemption which is present throughout the whole story. The theme of redemption is supported throughout the story. The main character tries to redeem himself in his own yes by doing surgeries for free in impoverished nations. Also, when he takes on the risky task of the toe transplant. It leaves the reader wondering, what if it would have worked? Would he have calmed his conscience of reminding him about the past atrocities he committed? The story, which begins by describing very graphic atrocities, turns into a story of more peace than war. One where the narrator has lost himself in the scourge of war, but is trying to find himself by using his talents for good. Trying to find inner-peace from his personal demons. It comes together near the end of the story. When he finds out the transplant didn’t work and he wants to leave immediately. But contrary to his expected reaction, the Vietnamese surgeon calmly tells him to remove it, which the main character does. In a way he faced his own inner demons despite the disappointment. Walker’s decision to make the setting a run down dirty hospital isn’t one that a lot of people can relate to. However, the message of redemption is one that a lot of people can. The conflict he delivers is one that is present in others, just not in the form of war crimes and surgeries. That’s something that a lot can relate to. In this story, Walker has shown a veteran who is haunted by his past and tries to redeem himself. It delivers a powerful message on how the road to the inner-peace of a person is faced with many challenges and setbacks. Ironically, amidst the moment of disappointment, the character realizes that he has come to accept the risks he took in life, along with the consequences. There he finds at that moment of redemption that he had long been looking for.

Police Brutality, Have Times Really Changed Essay Example for Free

Police Brutality, Have Times Really Changed Essay The history of Police Brutality for minorities; especially people of color has left America wondering have times changed. Police brutality has deemed the opportunity for socioeconomic advancement or access to good and services for many Black/African Americans dating back as far as 1955. The system of Police brutality has affected many realms of society for minorities’ employment and family life. After some scholarly research, police brutality is still prevalent in the Black/African American community; moreover, it comes in many different forms and fashions. Police brutality is the use of excessive and/or unnecessary force by police when dealing with civilians. Excessive use of force is a means of force well beyond what would be necessary in order to handle a situation. This research seeks to understand the history of police brutality and how it continues to be prevalent; if not, more prevalent in presently than in the past. The history of police brutality dates back to slavery, encompasses the civil rights movement, and defines the growing accounts of modern situation in which Blacks/African Americans have been treated wrong by law enforcement. Elijah Anderson (2000) claims, â€Å"the idea of the race man goes back to the segregated Black/African American community, in fact all the way back to slaver† (Elijah Anderson, 2). Modern leaders like Jesse Jackson could be viewed as a race man; meaning, his help is deeply imbedded when he feels the Black/African American community has been treated unjust. As a leaders of the Black/African American community, there is always a time to become actively involved in the community, especial pertaining to police brutality. Secondly, Emmett Till is another example of police brutality, but in another form. Note, Emmett Till was not beaten by the police; however, his brutal beaten came from a group of white men in Money, Mississippi. I define this travesty as police brutality due to the milestone of social inequality that police brutality has fed off of. Bob Blauner (1992) reveals, â€Å"Chicagoan Emmett Till in Mississippi has been awakening to the end of social equality (Bob Blauner, 1). Instances such as the brutal killing of Emmett Till led to the civil rights movement. The civil rights movement was geared toward  helping not only Blacks/African American community, but helping America dismantle discrimination, segregation, lynching, double standards of laws and rules, police brutality and overall equality. The civil rights movement was filled with many acts of police brutality. For instance, a woman in Riverside, California was shot several times by law enforcement officers. They claim they were threaten by her, but had no idea this woman was engulfed in a diabetic coma. Legalized Cop Violence (1999) shares, â€Å"Dontae Dawson was sitting in his car and was ordered to raise his hands, when he did he fatally shot and killed the officer claims he thought the young man had a gun† The New York News, 12). The civil rights era proved that law enforcement officers did not serve the poor, the powerless or the un-influential. The legalized violence that was committed throughout the civil rights era has drastically changed; however, police brutality is still presently evident. For instance, officers of the law are servants of the state. They hold deeply to the interest of capital, wealth, and government to corporate figures. Currently, Black/African American leaders are still dealing with the vicious killing of two youth. These two particular situations has rocked the nation. First, Trayvon Martin, who was seventeen years old was walking from a community store in Sanford, Florida and was shoot to death at close range. No, he was not shot by the police; moreover, this situation has ignited once again racial inequality which is no stranger to police brutality. Although Trayvon Martin’s assassin was found not guilty, laws in the State of Florida allows citizens to stand they ground if they feel threaten. The 2014 State Statues of Florida 76.013 reveals, â€Å"home protection; use or threatened use of deadly force; presumption of fear of death or great bodily harm† is permitted. Despite the important racial progresss our society has made since Emmett Till’s death, from the civil rights era, to present increase of police brutality has still left the Black/African American community in shadows of segregation. The second most recent shooting of teenager Michael Brown has left citizens in ongoing battles with law enforcement officers of Ferguson, Missouri. New Statement (2014) reports, Missouri police similarly attempted to retain control of the narrative, claiming Brown had stolen cigars, and then paying for them, and then claiming he was a bad child and attacked the officer who shot him† (New Statement, 21). Brown autopsy reveals he was gun less and shot six  times. Police brutality is not solely about Ferguson, Emmett Till, or the civil rights movement, but it is simply about the history of capitalism and police brutality in America and having many forms of it. Which leads us to the question has times really changed are is police brutality still very surreal. Granted we talked mostly about Emmet Till, Trayvon Martin Michael Brown, and the civil rights these are not the only men or eras in time where police brutality has and still to this day is taking place. A few others who have suffered and died from police brutality include: Ezzel Ford who was mentally disabled and John Crawford III who was playing with a toy gun in the toy section of Wal-Mart. I know there are more people and time eras that have faced police brutality but these are just a few that are having a major impact on the world as we see it today. Which rises brings us to the question is Police Brutality the problem or as we as African America/ Blacks causing the problems and then when police are called to settle or solve the problem we over react or act as if we have done nothing wrong. Some cases in which police were called to a scene and they were hurt or out in danger include in July of 1920 five police were called to a home in New York to settle a dispute between two brothers where in return all five of the cops were injured, another time is in September of 1991 when three of duty officers in the state of New York were in a argument with a 18year old who in return pulled out a box cutting razor knife slashing one of the officers. Now I am not saying that because of these incidents this gives cops a reason to act the way that they do, but my question again is are we as African Americans/Blacks completely innocent or do we sometimes react to situations when cops are just doing their jobs that make them feel threatened so they have to kill. Yet there are more and better ways to deal with situations. Just like we the people should not always resort to violence and killing and committing black on black or white on white crime police need to and should follow the same rules of the world. Every man woman boy and girl should be treated how they would want to be treated. I’m sure the way police treat African Americans/Blacks when we commit crimes is not how they would want their family and or friends to be treated. There are some people who think that the way to downgrade police brutality is to adopt more white ways specifically the white perspective and to manifest intensively. Granted this is true; however, I do believe that just like us African Americans can  sometimes over react and over step our boundaries, I believe that cops have a bad habit of doing this as well. Yes your job as a police officer is to protect and serve the communities that you are in but moreover we are all humans and at this day in age no one is better than the next person no matter what race ethnicity sex or community you live in we are all said to be treated equal but are we treated as equals? If we were would there be so much police brutality and hostility toward police. Since the Trayvon Martin, and Michael Brown case I can see and understand why so many people have so much hate in their hearts. Although Trayvon Martin was not shot by a police officer he was shot by â€Å"a watchman of the area† Which in my opinion means if you are here to watch our neighborhood and protect us then he should of known \who Trayvon was he should have been tolerant t figure out if Trayvon was really a threat to the neighborhood or if he was just â€Å"overreacting and looking for somebody to shot† and the same with Michael Brown who was actually shot by police men were the jumping the gun and did not take the time to find out if he really was stealing or if there was a miscommunication which I believe that’s what it was. Which leaves us to the question with the belief that slavery has ended and that all people are equal; then why is that police have and continue to get away with the brutally killing of African Americans. Works Cited Abu-Jamal, M. (1999). Legalized Cop Violence. New York: The New York Amsterdam News. Anderson, E. (2000). Beyond the Melting Pot Reconsidering. International Migration Review , 1-7. Anderson, E. (2014). Emmett and Trayvon. Washington: The Washington Monthly. Blauner, B. (1992). Talking Past Each Other: The Black and White Language of Race. The American Prospect , 1-6. Edwards, B. (2014). 4 Dead Unarmed Men and the Police: What You Need to Know. The Root. Penny, L. (2014, August 20). Welcome to America, Where Police Shoot an Unarmered Black MAn Six Times-and then call him a Villain. New Statesman , pp. 22-28. Tucker, W. (1993, January). Is Police Brutality the Problem? Commentary , pp. 23-28.

Steps in the Process of Fertilization

Steps in the Process of Fertilization Fertilization is an essential process in sexual reproduction which involves the union of two specialized cells called the gametes to form a zygote. This then develops to form the new organism. During the process of fertilization innumerable number of sperms hit the surface of the eggs. But only one sperm succeeds in fertilizing it and the rest are repelled from the surface of the egg. This is done by the modification of cell envelope extracellular matrix besides altering the metabolic activity of the zygote or embryo. Various metabolic changes occur after the zygote is formed. This includes the respiratory burst hydrogen peroxide production activation of oxidases peroxidase alterations in the redox status changes in the activity of redox-sensitive transcription factors etc. Besides these an embryo-derived paf (1-o-alkyl-2-acetyl-sn-gylcero-3-phosphocholine) is synthesized and its release involves the binding to extracellular albumin which protects its enzymatic degradation (ONeill C , 1985). The change in the redox state affects the activity of redox-sensitive transcription factors that may alter gene expression patterns. Besides, this change in the metabolic status also, is responsible for the spatial differences in cell activity especially after compaction and major embryonic events such as fertilization genome activation and cellular differentiation (AJ Harvey et al, 2002). Multiple variations that occurs during this stage are found throughout phylogeny (Wessel G.M.et al., 2001; Shapiro B.M. et al, 1989). Three discrete steps are involved with the formation of extracellular barrier during the post-fertilisation stage (i.e. after zygote formation): Following cortical granule exocytosis an autoactivating serine protease separates plasma membrane attachments to the eggs vitelline layer facilitating the separation of this matrix from the egg surface (Haley S.A. and Wessel G.M., 1999). The structural components of the fertilization envelope (FE) primarily derived from the cortical granules (Wessel G.M. et al, 2001) self assemble into the vitelline layer network and form a distinct pattern of cytoskeleton like structures. (Chandler D.E. Heuser J. 1980). The cortical granule-derived enzyme ovoperoxidase is targeted to the FE by the tethering protein proteoliaisin (Somers C.E. et al, 1989). The structural proteins self-polymerise into fibers. This is followed by an increase in the ovoperoxidase activity in response to alkalization (Deits T.L. and Shapiro B.M., 1986) and an increase in the synthesis of hydrogen peroxide (Foerder C.A. et al 1978; Heinecke J.W. Shapiro B.M., 1989). Studies on nutrient uptake during fertilization have been done in various species(Leese Barton, 1984, Leese, 1991, Rieger, 1992, Rieger et al., 1992, Rieger Loskutoff, 1994, Gardner, 1999, Gopichandran Leese, 2003). However uptake of O2 is the major parameter that provides the required indication of overall metabolic status of a single zygote (Leese, 2003) as the production of ATP by oxidative phosphorylation a reaction in which O2 plays a major role (Thompson et al., 1996 Thompson, 2000 Leese, 2003). Furthermore the respiratory rates of single embryos is directly in correlation with quality (Abe Hoshi, 2003) and with survival following its transfer (Overstrà ¶m, 1992). When the production of the harmful reacting species eg., destructive oxygen species supersedes the bodys handling capacity through antioxidants, cellular damage occurs. This type of damage is the usual reason for most of the pathological states in animals, especially in nearly half of the infertile men. ROS bring their damage through various routes; the membrane of the sperm is damaged, which causes the motility rate of sperm to reduce and subsequently its inability to fuse with the egg during the fertilization process. ROS also alter the DNA of the sperm, leading to the improper genetic material getting transferred to the next generation. In spite of this, there is an inverse correlelation between the spermsa ability to produce ROS and their maturation. In the middle of the process of spermatogenesis, the cytoplasm of the sperm is lost due to its compaction (condensation) which is required for the elongation of sperm. This is witness from the study that immature teratozoospermic spe rms are featured by the presence of increased residues in cytoplasm in the mid-piece. Besides the cytotoxic damage caused by the levels of ROS in spermatozoa, hazardous oxygen metabolites produced by the leucocytes present in the ejaculate also damages it. This damage is more significant in the assisted conception therapy, where the contamination of the sperms washed, is presumed to the predominant factor determining the success rate of the fertilization, invitro. The so called reactive oxygen species ROS viz. H2O2 O2- · OH · etc affect the gametes and early reproductive events. ROS, produced by the peroxidation of the lipids, affects and changes the mitochondrial metabolism, besides producing more ROS. ROS are mainly known for their deleterious effects on spermatozoa and hence on male infertility (de Lamirande E et al, 1997, Sharma, RK Agarwal A, 1996, Shen, H Ong, C, 2000). Increased production of ROS has been associated with defects in the morphology of sperm (Aziz N et al 2004) inhibition of sperm motility (Armstrong JS et al, 1999, Parinaud J et al, 1997) fragmentation of sperm DNA (Donnelly ET et al, 1999) and premature capacitation (Villegas J et al, 2003). Further ROS also decreases the capacity for sperm-oocyte fusion efficiency and greatly inhibit the in vitro development of the embryo (Johnson MH et al, 1994, Guerin P et al, 2001, Mammoto A et al, 1996). More than six decades ago, it was discovered that the oxygen radicals (ROS) may have involved in the reproduction of human, especially men. (MacLeod, 1943). But the same was not studied to that extent in the case of female reproductive function, with only little works on pathological and physiological processes. Paszkowski observed that the selenium dependent glutathione peroxidase (SeGPx) was decreased in follicular fluids of women with no record of infertility (Paszkowski et al., 1995; Paszowski and Clarke, 1996). He also demonstrated that the levels of SeGPx were higher in those follicles which yielded oocytes that were successfully fertilized, compared to those follicles which yielded oocytes that failed to fertilize. Increased levels of hydrogen peroxide was found in the unfertilized oocytes also in fragmented embryos ( Yang et al., 1998). Whereas an increase in the antioxidant consumption was reported by Paszkowski and Clarke (1996) revealing an increase in the ROS activity, w hen poor quality embryos were incubated. Attaran et al (2000) observed a beneficial role of ROS, with its levels were high in the follicular fluid in IVF conception cycles compared to that of non-conception. Besides acting on sperm or oocytes separately, ROS were also reported to have its deleterious effect on sperm-oocyte fusion also. Studies reporting the fact the decrease in the levels of enzymes like catalase resulting in the loss of sperm motility. Many other studies produced a conclusive evidence for the production of ROS by human spermatozoa and showed that there was indeed an increase in the activity of ROS, in infertile men. If conventional method of invitro fertilization procedures were employed, even the spermatozoa whose DNA is damaged due to ROS, was able to fertilize the oocytes. Velocity measurements in the sperm motility studied under the impact of the ROS (generated by incubation with hydrogen peroxide) showed that the quality of sperm movement was significantly aff ected, but were motile, extremely; only the percentage motility was affected. Increased reactive oxygen species production was observed at 7 h and then at 24 h after IVF just before the first cleavage of the embryo. Increased oxidative activity and redox changes at the time of fertilization have been suggested to signal Ca2+ flux after the penetration of sperm. H2O2 besides being the substrate for ovoperoxidase is produced by a calcium-depending mechanism involving the reduction of one molecule of oxygen and the oxidation of two proton donors. Contrarily low levels of ROS has a positive effect on sperm functions (Bilodeau JF et al, 2000, de Lamirande E et al, 2003) binding of sperm to zona pellucida (Aitken RJ et al, 1989) and the development of embryo in bovine and other mammals (Harvey AJ et al, 2002 Guo Y et al, 2004, Harvey AJ et al, 2004). The concentration of ROS in both intracellular and extracellular are carefully regulated by enzymatic and nonenzymatic mechanisms and also by the presence of a detailed antioxidant defense mechanism in bovine oviductal tissues and fluids (Lapointe J et al 2003). Antioxidant genes especially a few glutathione peroxidases like GPx-1 Gpx-2 and Gpx-3 were differentially expressed along the oviduct. The major enzymes that are capable of metabolizing hydrogen peroxide (H2O2) belong to the family of GPx as well as the oviductal-catalase (Lapointe S et al, 1998, Brigelius-Flohe R, 1999). The concentration of oxygen that has to be utilized during the culture of embryos, influences the development and quality of the embryos. When the concentration of oxygen was reduced in the culture of mouse embryos, it altered the embryonic gene expression during the post-compaction stage. This has severe consequences on the fetal development of the mouse. (Deanne Feil, 2006). Furthermore blastocysts cultured under decreased O2 tension correlate more closely with in-vivo-recovered blastocysts than in vitro blastocysts cultured under normal O2 tension (Dumoulin JCet al, 1999; Yuan YQ et al, 2003; Johnson MH et al, 1994; Guerin P et al, 2001). The driving force for changes in the metabolic status of the zygote is the secretion of the cortical granules at least in sea urchins. The sea urchin embryo generates large amounts of H2O2 at the beginning of development of zygote and its levels are meticulously regulated to prevent any possible toxic effect. Because of this the sea urchin system provides greater insights into the control of reactive oxidants in biological systems. ROS can either positively or negatively affect the reproductive events in vitro. In the fertilization process the oviducts are the site of important processes that occur prior to implantation such as the maturation of oocyte in the initial stages of embryonic development (Harvey AJ et al 2002). They regulate the ROS levels to provide a proper environment for the gametes followed by their fertilization and the subsequent stages in the development of embryo. Vitamin E protects against the loss of the motility of the sperm through the peroxidation of lipids. Hence, supplementation of the same improved the motility of the sperm and enhanced the possibility of fertilization in asthenospermic invidicuals, even when the original sperm motility measured was only 20%. Spermatozoa exposed to PUFA showed an increase in its oxidative stress (Aitken, RJ, 2006). In particular, the oxidation of DHA- docosahexaenoic acid bound to phospholipid was shown to be one of the predominant factors that controls the mobility of the sperm in vitro. There is a marked cell to cell differences in the life span of sperm samples, which reflects in their susceptibility to lipid peroxidation. It is a well established fact that when a spermatozoa is subjected to oxidative stress, its membrane and the DNA is damaged through the membrane lipid peroxidation. The probability of this type of damaged spermatozoa will be able to fertilise the egg depends on the rate at which the functions of the sperm is lost. Till date, the research evidence shows that the motility of the sperm, its capacity to enter into acrosome reaction, its ability to integrate with vitelline membrane of the oocytes are all is prone to get affected by the oxidative stress. Of all the ROS, it is the superoxide anion and hydrogen peroxide that causes the deleterious damage to sperm capacitation and hence are the key mediators. The former contributes to the hyperactivated motility of the sperm, while the later is found to be associated with the tyrosine phosphorylation events in sperm capacitation. Current research have shown that the spermatozoa that are subjected to extreme oxidative stress using the method d escribed by Aitken RJ etal (1998) i.e, exposure to hydrogen peroxide and NADPH, have the capacity to reach the normal rate of fertilization with ICSI (intracytoplasmic sperm injection). The original postulate of the free radical hypothesis was that the ROS led to non specific modification of various biomolecules, such as proteins, lipids and nucleic acids. This is responsible for the etiology of the pathological condition that arises after that. The existence of oxidase activity was first documented while measuring oxygen consumption following fertilization (Warburg O., 1908). The increase in the oxygen consumption upon fertilization of sea urchin eggs is cyanide insensitive and produces H2O2 as the substrate for ovoperoxidase which crosslink the protective FE (Foerder C.A. et al, 1978). The assembly of ovoperoxidase into the fertilization envelope and the cross linking reaction are carefully regulated events that take place in ten minutes following gamete fusion (Weidman P.J. et al 1985). High oxygen concentrations are deleterious to early mammalian embryonic development (Thompson JG et al., 1990). Heinecke Shapiro have characterized an oxidase from unfertilized Stronglylocentrolus purpuratus eggs and had demonstrated its role as respiratory burst oxidase of fertilization. Their oxidase appears to be regulated by a protein kinase. It produces H2O2 when stimulated with Ca2+ and ATP and utilizes NADPH but not NADH as a source of reducing equivalents (Jay.W.Heinecke Bennett M. Shapiro, 1989; Li J Foote RH., 1993; Dumoulin JC et al., 1999). Some of the transcription factors including PEBP2 AP-1 p53 and NF-ÃŽÂ ºB are known to be regulated by the changes in the redox status and this regulation has been shown to occur through conserved cysteine residues in the DNA-binding regions of these proteins (Hirota K et al, 1997; Hirota K et al, 1999; Ueno M et al., 1999; Akamatsu Y et al., 1997). Role of à Ã¢â‚¬ °-3 fatty acids in fertilization Fatty acids are classified as: saturated monounsaturated and polyunsaturated (PUFA). There are two main classes of PUFA: n-3 (omega-3) and n-6 (omega-6); distinguished by the location of the first double bond i,e.,from the three or six carbon from the CH3 (methyl) end of the fatty acid. à Ã¢â‚¬ °-3 fatty acids are polyunsaturated fatty acids. Examples include ÃŽÂ ±-linolenic acid (ALA) eicosapentaenoic acid(EPA) and docosahexaenoic acid (DHA). The n-3 PUFAs are generated from ALA, found mostly in the chloroplasts of green plants and grass. These essential fatty acids can be converted to longer chain PUFAs, in liver, by desaturation and elongation enzymes, that is common to both. Fatty acid desaturase 2 (FADS2) is rate limiting (Gurr MI et al, 2002). The human cannot synthesize this, because they do not possess the required fatty acid desaturase enzymes and therefore have to be supplemented through diet. When the gene expression of this FADS2 enzyme is deleted the first step in the PUFA biosynthesis is stopped. This lack of PUFAs and eicosanoids did not interefere with viability or lifespan of female and male fads2-l mice, but resulted in sterility. Wilhelm S. etal (2008) demonstrated that phospholipids substituted with PUFA have a significant role in Sertolic cell polarity and blood-testis barrier, besides the gap junction network between the ovarian follicles granulose cells. They are implicated in various process in human, including reproduction, vision, neural development and growth (Gurr MI et al, 2002). For over a long period, these FAs have been implicated in the different stages of vertebrate fertilization. Either of n-6 or n-3 or both influence the reproductive processes through a heterogenous mechanisms, ranging from the providing the precursors for prostaglandin synthesis, steroid hormone biosynthesis, regulating the transcription factors involved. In ruminants, the pregnancy is established through the ovulation of the eligible oocytes, insemination at the right time and an adequate dosage of estradion and progesterone, during the luteal and follicular stages of the estrous cycle. Oocytes of cattle, when exposed to methyl palmoxirate to prevent the FA oxidation displayed low level of capcity to form blastocysts after fertilization. Moreover, the embryo have to develop completely to prevent luteolysis, which may occur by the interfereons production to inhibit up-regulation of the endometrial oxytocin receptors. Polyunsaturated fatty acids are also reported to modulate the function of the certain transcription factors that controls the gene expression and thus have a effect on the IC concentrations of the enzymes involved in the regulation of PG and steroid hormones synthesis. In bovine endometrial stromal cells and in lutenised granulose cells, both the omega-3 and 6 PUFAs are found to activate the protein kinase C, which activa tes the phosphodiesterase by phosphorylation. All these processes are affected by the dietary supplementationof PUFAs. Therefore changes in the PUFA sources subsequently reflects in the omega-3 and omega-6 content of the sperm. And these PUFAs are more susceptible to attack by the ROS as reported by various researchers. A schematic diagram showing a proposed mechanism in which the PUFAs generating the oxidative stress in human spermatozoa. High levels of poly unsaturated fatty acids in the spermatozoa of infertile human triggers the production of the ROS from a non mitochondrial source, (may be throughthe NADPH oxidase, NOX 5, influenzed by the calcium). Increased reactive oxygen species, ROS, then induces the peroxidation of lipids, which in turn shoots out the phospholipase A2, culminating in the release of more polysaturated fatty acids with subsequent generation of more ROS to perpetuate the oxidative stress. Dietary supplementation of n-3 PUFAs influence various aspects of fertility starting from conception and throughout the duration of pregnancy. (ESHRE Capri Workshop Group, 2006, Kind KL, et al, 2006). These n-3 PUFAs are incorporated in the phospholipids of the cell membrane and have their effects on membrane composition function, (Hong MY, 2002), ROS production (Hong MY, 2002 ,Watkins SM, 1998), membrane lipid peroxidation (Hawkins RA etal, 1998), regulators of transcription translation (Narayana BA et al 2001, Davidson LA2004), production of eicosanoids (Chapkins RS, 1991) and IC signal transduction (Ma D, 2004). Lupton JR (2004) had observed that these mentioned actions facilitate the n-3 PUFA-induced suppression of colon cancer. Similarly, alterations in the PG synthesis (mediated through the manipulation of the n-3 PUFAs) has profound effect on fertility, since PGs affect many aspects of fertilization, e.g., ovulation). Dietary supplementation of varying PUFA content to female cattle and to other mammals have found to alter the size and the number of ovarian follicles, the ovulation rate, the production of progesterone hormone by corpus luteum, the length of gestation and luteolysis timings. In male mammals, dietary PUFAs has demonstrated effect on sperm membrane PL composition and on the ability to fertilize (Abayasekara Wathes, 1999). For instance, sheep fed with diets containing high PUFAs delayed parturition (Baguma-Nibasheka et al. 1999). They also increased the incidence of placenta getting retained in cattle (Barnouin Chassagne 1991). High supplementation of ALA in diet, during the post partum period improved pregnancy rate in cattle (Kassa et al. 2002). Embryonic mortality was reduced through the suppression of uterine synthesis of prostaglandin F2alpha in cattle was brought about by altering the FA profile in their diets. This strategy of altering the FA profile in the diets, may be used to improve animal productivity by integrating the nutrit ion and reproductive management (Mattos R etal 2000). The fatty acid composition of both oocytes and sperm are responsible for the various observations in the study of the fertilization process in animals. The FA composition of the oocytes is specific for a given species both in terms of their abundance and their utilization. Among them, EPA, DHA and ARA have been associated in several stages of reproduction (Wathes DC etal 2007). Mature zebrafish oocytes fortify with ARA, indicating their capacity to synthesize eicosanoids for ovulation and follicular maturation. ARA along with LA was the most predominant PUFAs in oocytes of pig, sheep and cattle. (McEvoy etal 2000). Decreased ARA:EPA ratio in eggs and ovaries of fish have been reported as the reason for poor productivity in the captive broodstock (Pickova J, 2007, Cejas JR et al 2003). DHA along with EPA inhibited the gonadotrophin-mediated steroid hormone synthesis in cold and warm water fishes. These two highly unsaturated fatty acids (HUFA) act as regulator molecules in the maturat ion of those fish ovary (Mercure F et al 1995). Kim et al (2001) had observed that the quality of oocytes was influenced by the dietary FAs which changes the composition of granulose cells and oocytes. Based on those quality, the oocytes were divided in to grade1, 2, 3 etc. Kim also observed that there were differences in the FA composition between those grades of sheeps oocytes, which affected the oocytes competence, resulting in alterations in fertilization rate and developmental potential. Sheep fed with PUFAs had altered FA composition in their membrane PLs of cumulus cells, resulting in the alteration of the oocytes membrane properties (Zeron et al., 2002). Supplementation of n-6 and n-3 showed different reponses in reproduction (Wonnacot KE et al, 2010). Ewes fed with n-3 PUFAs prior to ovarian stimulation and follicular aspiration showed no changes in the follicle number and size. But follicular-fluid levels of progesterone were found to be greater and all the blastocycts (both treated and untreated with the stipulated diet ) contained increased levels of PUFAs, mostly ALA. Moreover, dietary supplementation of conjugated linoleic acid (CLA) to early-lactation dairy cows showed an improvement in their reproductive performance (MJ de Veth 2009). Cows fed with 18:3 FAs rich diets had a prolonged preovulatory follicle at insemination and larger volume of corpus luteum compared to those fed with MUFAs (Bilby TR, 2006). The deficiency of essential fatty acids affects the energy and fat metabolism, biosynthesis of PUFA, structure of cell membrane and signaling pathways in lipid resulting in incompatible life (Cunnane, 2003). Studies on fads2-/- mouse model had thrown light on the various effects of the deficiency of PUFAs, invididually,( ie, omega-3, omega-6 etc) and combined. In that study, FADS2 deficiency caused hypogonadism and sterility of male (azoospermia) female mice. Spermatogenesis is stopped in male fads2-/- mice occurred at the stage of round spermatids, leading to azoospermia. This is often caused by a damaged blood testis barrier BTB. BTB is formed by TJ and AJ protein complexes that are restricted to basolateral compartment of the more polarized sertoli cells (Fanning et al, 1998; Chapin et al, 2001; Ebnet et al, 2003). Similarly Thangavelu G etal (2007) have shown that the development of embryo was increased in Holstein cows that are fed with unsaturated fatty acids compared to those with saturated fatty acids. This shows that a diet rich in ÃŽÂ ±-linoleic acid facilitates the development of embryo when compared to that of linoleic or saturated fatty acids. Another observation which showed that, enriching the semen diluents with DHAs containing egg yolk prior to freezing did not enhance the sperm quality following thawing. In both human and in domestic animals, levels of the breakdown products of lipid peroxidation, such as malondialdehyde and 4-OHalkenal, had no correlation with the semen quality. But, studies on chickens showed that dietary supplementation with more PUFAs, decreased the antioxidant status and semen quality (i.e, sperm concentration and volume). In this context, the significance of the role of the non-enzymic antioxidant, vitamin-E (a chain breaking antioxidant), which reverses the negative effects caused by the PUFA supplementation is to be noted. Besides all the sources that had been mentioned in this introduction, the final source of oxidative stress is the sperm itself. Defective human sperms produce ROS, which is directly proportional to the extent of the impairment of the sperm function (Deluliis 2006). Another reason for sperm being a source for ROS is that some authors believe that they contain more amounts of unsaturated fatty acids, mainly DHA and AA (Ollero M, 2000). Their study demonstrated that exposing the human spermatozoa to various PUFAs resulted in the accelerated production of free radicals, subsequent to peroxidation of lipids and DNA damage. There is an abnormal retention of remnants of cytoplasm and a presence of increased levels of unsaturated fatty acids in the immature or defective human spermatozoa, which generated high levels of reactive oxygen species. PLA2 gets activated due to this peroxidation of lipid, which enhances the production of more free poly unsaturated fatty acid from the phospholipid fu rther increasing the production of ROS. In this situation, the fertilizing potential of spermatozoa under increased oxidative stress with concomitant low antioxidant status and more ROs production, will decrease dramatically as observed various researchers and in various species. Dietary n-3 PUFA affects reproductive processes including ovulation oocyte development and sperm levels motility. The in vivo morphology of oocytes is improved through a high supplementation of n-3 PUFA (zeron Y, 2002). PUFAs stimulate the generation of in vitro ROS (Aitken RJ et al 2006). In males the fatty acid composition of the sperm membrane influences their fertility and fertile men have much higher sperm levels of omega-3 FAs as compared to infertile men. Infertility and premature birth are two womens health issues where omega-3 levels are implicated. omega-3 supplementation decreased the clotting in the endometrial cells of the uterus and improved the implantation rates of fertilized eggs. Lower concentrations of spermatozoon DHA in asthenozoospermic men are not due to diet but to some type of metabolic difference (Conquer JA). Fouladi et al (2010) have shown that the ovary regulates the effects of alterations in plasma n-3 and n-6 FAs, resulting in only small effects on th eir developmental potential. The cessation of growth and some health problems in growing rats fed with low PUFAs were reversed after feeding the same with high PUFA sources rich in 18:3 ALA (Burr and Burr 1930). Reproduction in cattle is influenced more by the type of fats (ie. PUFA or MUFA) than with just fats as it is, reveals the importance of PUFAs in reproductive processes. This is more highlighted because ruminants extensively hydrogenate PUFAs, thereby limiting their supply for absorption in small intestine. Eicosanoids-independent mechanisms such as modulation of intracellular signaling pathways transcription factor activity and altered gene expression (Das UN., 2000; Dentin R et al, 2005; Simopoulos AP. et al, 2002). Fatty acids in the oocytes are utilized during its maturation and are incorporated into its cytoplasm (Ferguson EM et al, 2006; Kim JY et al, 2001). Changes in the n-3 PUFA levels in the diet alter the fatty acid composition of the oocytes and its surrounding environment affecting the oocytes maturation; modulate the development of follicles, ovulation, embryo development and developmental competence such as its ability to involve in fertilization. The changes in the diet profile for the n-3 PUFAs also had altered mitochondrial properties and increased the ROS levels in oocytes, suggesting a role for mitochondria in the impaired embryo development. Sarah et al (2008) studied the effect of diet supplementation of n-3 PUFA on the zygotes. Exposing the reproductive tract for a period of 22h (post hCG) found to increase the number of zygotes which are morphologically poor, especially when females were given a diet rich in n-3 PUFA. The in vivo-derived zygotes (which were morphologically normal) which were subjected to n-3 PUFA treatment failed to cleave and their development was delayed (Sarah et al, 2008). This was due to the impaired mitochondrial metabolism. Low and high levels of omega-3 concentrations in the blood have been implicated in various conditions. Hong et al. (2002) have observed n-3 FAs increase apoptosis in colonocytes when coincubated with butyrate. Eicosopentanoicacid increases oxidative stress leading to lipid peroxidation in Walker 256 rat tumor cells besides decreasing the mitochondrial membrane potential (Colquhoun A et al 2001.). in oocytes this change in mitochondrial membrane potential is observed to be a consequence of metabolic inhibitors (Van Blerkom J et al 2003) and have been correlated with developmental arrest in mouse two-cell embryo increased fragmentation (Acton BM et al 2004) and the rate of embryo development in the human (Wilding M et al 2001). Low omega-3 FA in blood leads to increase in menstrual pain. Lipids of the Oocyte are crucial for the energy requirement of the preimplantation zygote. They also participate in fertilization and in the subsequent cell differentiation (Amri et al., 1994). Oocytes that are oxidatively damaged have a low levels of PUFA and are unable to undergo fertilization (TarÄ ±Ãƒâ€šÃ‚ ´n et al., 1996). The levels of arachidonic acid and docosahexaenoic acid as well as lipid peroxidation in blood and seminal plasma of normozoospermic males from infertile couples compared with that of fertile volunteers indicate that systemic oxidative stress resulting in increased lipid peroxidation and an alteration in the fatty acid profile which may be responsible for infertility in men (Oborna I et al, 2009). The omega-6 or -3 fatty acids are the precursors for various metabolites produced in sperm and ovum which are necessary for fertilization. The precursors from omega-3 are less potent in generating ROS than omega-6. Therefore the gametes will be less affected by the effects of ROS under this condition. An imbalance in the omega-6-to-omega-3 ratio has been linked to various complications; like polycystic ovarian syndrome PCOS low sperm count etc. Treatment of cumulus-oocyte complexes (COCs) with ALA significantly increased the percentage of oocytes at the metaphase II an increase in the percentage of cleaved embryos the blastocyst rate and better -quality embryo compared with untreated controls while higher doses of it were detrimental (Waleed F et al, 2009). Thus the omega-3 FAs and the Redox regulators have multifarious roles before during and after the fertilization process. The role of the polyunsaturated fatty acids is important in both the physiology of sperm and ovum. This is highlighted by their key role in the maintaining the fluidity of the membrane of the sperm, which is needed for fertilization. Further, they are also a important part of the specific class of fucosylated slycosphigolipids, which are important for the male fertility. Besides these, they are also sources of alkoxyl and peroxyl radicals, to help these cells in the event of damages arising due to oxidative stress.