Influence of National Cultures on Personality in the Light...

Oskar and Jack Yufe, born in 1934 in Trinidad and parted at six months old, were raised in different countries and cultures by their separated parents. Their father was Jewish, their mother German Catholic. Jack, a white Jew, was brought up by his father among blacks in Trinidad and later became an officer in the Israeli Navy. Oskar was raised Catholic by his mother and grandmother in Switzerland, heavily influenced by the Nazi regime. Meeting for the first time at twenty-one, they found each other’s political and religious views intolerable. Brought back together again in 1970s by Professor Bouchard of the University of Minnesota, the two are still struggling with the ideological and ethnic circumstances that have defined their†¦show more content†¦Furthermore, they correlate with low power distance. Openness to experience was correlated with high masculinity and low power distance. In cultures of high masculinity, people tend to overrate their own performance, and l ow power distance stimulates independent exploration. Agreeableness correlates with low uncertainty avoidance, so in cultures with higher tolerance, people score themselves as more agreeable. Everyone has her or his unique personality, history, and interest. Yet all people share a common human nature, which is intensely social: we are group animals. We use language and empathy, and practice collaboration and intergroup competition. But the unwritten rules of how we do these things differ from one human group to another. Culture is how we call these unwritten rules, moral standards about how to be a good member of the group, defining the group as a â€Å"moral circle†. This applies to groups based on national, religious, or ethnic boundaries, but also on occupation or academic discipline, on club membership, adored idol, or dress style. To get things done, we still need to cooperate with members of other groups carrying other cultures. Behavioral gaming has proved to be of enormous value for learning interpersonal skills. It has also been applied to intercultural contexts, using culture as a role profile in games that also have other content matter. Such games can serve to experiment withShow MoreRelatedCultural Distance For Coca Cola3396 Words   |  14 PagesCultural distance is one of the popular terminologies used in business context especially in marketing discipline. It has been presented as the dimension which indicates that cultural distance can be measured in context to particular organization. Several researched have been conducted in order to develop the suitable method for measuring the cultural distance. Some of the research attempts for measuring cultural distance include Trompenaars and Hofstede which include extrapolating data by distributingRead MoreBeyond Sophisticated Stereotyping10228 Words   |  41 PagesBeyond Sophisticated Stereotyping: Cultural Sensemaking in Context [and Executive Commentaries] Author(s): Joyce S. Osland, Allan Bird, June Delano and Mathew Jacob Source: The Academy of Management Executive (1993-2005), Vol. 14, No. 1, Themes: Forming Impressions and Giving Feedback (Feb., 2000), pp. 65-79 Published by: Academy of Management Stable URL: http://www.jstor.org/stable/4165609 . 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My perception on Knowledge, Belief and Evidence Free Essays

If I am asked, â€Å"What besides the true belief do you need in order to have knowledge?† I would answer that in order to have knowledge I need good reasons besides true belief. Those reasons should be able to provide enough evidences that would put the belief beyond any reasonable doubt and should be aligned to the capacity of my senses. Thus, in my idea, I can have knowledge only when it becomes a ‘properly grounded, true belief’. We will write a custom essay sample on My perception on Knowledge, Belief and Evidence or any similar topic only for you Order Now When a question like â€Å"When do you have good reason for doubting that a proposition is true?† arises, I would answer that I could have good reason for doubting a proposition to be true, when I would have justifiable evidence challenging that proposition, to the extent of providing good reasons for not believing the proposition in question. In my view, a proposition should not have any equally potent counterpoints (i.e., credible and aligned to my senses) towards establishing its truth. And if some asks me, â€Å"Is faith a source of knowledge?† My answer will be, â€Å"No, Faith is not a source of knowledge to me. It is a choice of belief without any reasoning supported by evidence. It cannot be the source of knowledge, because I cannot make something true by believing it to be true. At best, Faith is something that I can induce onto someone under the parameters of human behavior to get a desired result – which, again, is dependent on belief backed by reasoning enriched with evidence.† Ends How to cite My perception on Knowledge, Belief and Evidence, Essay examples

Obesity - Prevalence - Prevention and Treatment

Question: Discuss about theObesity,Prevalence,Prevention and Treatment. Answer: Introduction This paper includes information about the obesity, criteria for obesity, its prevalence mainly in Australia and US, role of healthcare professionals in obesity management, its impact on society, medication and non-medication management of obesity. Definition of Obesity According WHO, obesity is defined as abnormal or excessive fat accumulation that presents a risk to health. Obesity may be caused due to disproportionate food energy consumption, lack of exercise or sedentary lifestyle, genetics, family history, medical or psychological complications, lack of sleep, endocrine disruptors and smoking. Person becomes obsess when there is calorie intake in the form of food is in excess of calorie burnt through exercise or physical work. Obese condition can be evaluated based on the three parameters like body weight, Body mass index (BMI) and fat content. World Health Organization (WHO) and Standards Listed in Metropolitan Life Insurance mentioned that increase in the body weight 20 % or more, should be considered as obesity. BMI is calculated by body mass divided by square of body height and it is expressed as in units of kg/m2. As per WHO, BMI greater than 30 is considered as obesity (WHO,2016). Third evaluation criteria for obesity is body fat (VanPutt e et al., 2014). Other than above mentioned parameters obesity can also be measured in terms of abdominal obesity. Abdominal obesity can be measured by waist size measurement and this measurement is devoid of BMI consideration. Person can be considered obese with waist size of 35 inches or more and 40 inches or more in women and men respectively. Obesity is more common disease in women as compared to the men. Out of the total obesity population around 10 percent are men and 14 percent are women. Obesity is not a permanent condition. Obesity can be controlled by proper diet, exercise and proper medication. Prevalence in United States and Australia Worldwide obesity is one of most serious public health problem. Prevalence of obesity is there in both developed and developing countries. In last decade, it has pulled off global recognition. According to WHO estimate around 600 million people are obese worldwide (WHO, 2016). Rate of prevalence of obesity differ from one region to different region based on the dietery and lifestyle habits. North America has higher prevalence rate. Prevalence of Obesity in United States With the global trend, in US also female are more obese as compared to male. In US 20 % male and 25 % female are obese out of the total obese population. In adults, obesity is more serious problem in US. About 36.5 % of the total US adults are obese. In US non-Hispanic blacks have highest rate of obesity with (48.1 % ) obesity, followed by non-Hispanic whites at 34.5%, and non-Hispanic Asians at 11.7%. In terms of age obesity is more prevalence of obesity is more in middle aged people between 40-59 years with the rate of 40.2 % followed by older adults with age more than p0 years with rate of 37.0 % and younger adults in the age between 20-39 have rate of 32.3 % (CDC, 2016). Prevalence of Obesity in Australia Australia is also one of the countries facing obesity problem. Cost of expenditure for obesity is around $830 million in Australia. In Australia 48% of men and 30% of women above the age of 18 years are overweight. In the same age group population 19% of men and 22% of women are obese. In Australia, prevalence of obesity increases with age of the people. People in the age group of 65-74 are 74.9 % either obese or overweight. 36.4 % people in the age group between 18-24 years age are obese or overweight. People living in the urban areas with Australian aboriginal population have more prevalence of obesity as compared to the general population and particularly women. Children and adolescents from Europe or middle-east cultural backgrounds have higher rate of obesity than other English speaking or Asia backgrounds. (Hayes, et al., 2016). Role of Health Care Professional: Nurse: Nurse should educate and motivate people about the healthy food, health and adequate nutrition. Nurse should keep record of people weight and plan nursing plan in terms of food and physical activity accordingly. Nurse should advice people to practice brisk walking, jogging or cycling to work on regular basis. Nurse should evaluate risk factors and family history of people. This information helps nurse to plan for specific nutrition and exercise for people with family history of obesity. Nurses should advice people to reduce smoking and alcohol consumption. Nurse should advice people to maintain ideal lifestyle habits throughout the life and it should not be stopped once weight is in control (Ackley and Ladwig, 2014; Doenges et al., 2016). Nutritionist: Nutritionist can help obese people to reduce body weight and maintain reduced body weight for life long. Nutritionist helps obese people to change their eating habits according to their interest in food, lifestyle of people, emotional status and physical activity level. Nutritionist can plan diet of people after studying their history of diet so that people should take suitable diet. Nutritionist plan realistic and achievable calorie measured diet and optimum exercise programme for people. Nutritionist asses body weight of people on regular basis and change dietary plan of accordingly (Hoelscher et al., 2013). Impact on Community: Obesity is risk factor for other diseases like mental health problems, liver disease, type 2 diabetes, cardiovascular disease, muscular skeletal disease, some cancers, and respiratory disease. All these disease together leads to the disability in the people and more life span in ill health condition which causes social burden and cost implication on the society. There is also possibility that people with obesity may have social isolation, negative perception from society and reduced income. Due to diseased condition, there is also deprived quality of life and wellbeing of the society. Due to obesity people may have psychological effects like anxiety and depression and these conditions of people leads to the negative impact on society and disturbed society (Puhl and Brownell, 2011). Prevention and Treatment for Obesity There are different treatment and management strategies are available for obesity. These treatment and management strategies comprised of life style modification, diet modification, psychological therapy, exercise and physical activity, surgical interventions and medication therapy. In most of the cases two or three treatment and management strategies are practiced in combination. In diet modification treatment and management strategy, patient should take good and drink according to the nutritional requirements and physical activity. Foods advised for obesity control are like wholegrain products, high fiber containing food, food low in saturated and trans fat, fruits and vegetables. Person with obesity should avoid to take alcohol and sugar containing food. To treat obesity, diet with an energy deficit of 500kcal/day and a low energy density food is recommended (Wirth et al., 2014). This type of food helps in weight loss and maintain of reduced weight. Formula products with low energy content are also recommended for obesity control. Regular three meals a day at regular intervals is recommended. Self-assessment of obesity with eating habit is advisable. Person should keep record of his or her daily intake and corresponding change in body weight. Person should be consistent with eating habit and it should not be changed on holidays and weekends (Uerlich et al., 2016). Life style modification is very efficient prevention and treatment for obesity. Lifestyle in which there is very less physical activity is involved like sitting for longer duration in office leads to the weight gain. Obesity can be prevented or weight can be managed effectively by performing exercise and physical activity on daily basis. Weight gain also can be managed by participating more in outdoor activities as compared to indoor activities. For adults physical activity and exercise for 2 hrs per week is recommended. With more body weight, person should extend exercise for more than 2.5 hrs per week. Life style modification not only control obesity but also manage other diseases associated with the obesity (Unick, et al., 2013). There is abundant literature available for the medication management of obesity. It has been well reported that Orlistat, lorcaserin, and phentermine, when used as additional management strategy along with lifestyle intervention, there is more than five percent weight loss in a period of one year. As obesity is associated with other diseases, it is better to have medication treatment along with lifestyle interventions because it is evident from the literature that combined implementation of medication and lifestyle intervention have more beneficial outcome as compared to the medication alone (Kahan et al., 2013). Obesity medication should be consumed for the longer duration, hence obesity medication is associated with adverse effects. In these circumstances, obesity medication should be weighed alongside beneficial effects of obesity medication (Lauer, 2012). Currently available medications for obesity can reduce body weight in the range of 3-9 % in one year. Obstacles to the long te rm use obesity medication include cost of the treatment, opinion of inadequate efficacy, safety issues and unwillingness to consider obesity as disease (Yanovski and Yanovski, 2014). Figure: Successfully treating obesity requires integration of multiple approaches (Dixon, 2016) . Quote: Not one single country has managed to turn around its obesity epidemic in all age groups. This is not a failure of individual will-power. This failure of political will to take on big business. Dr. Margaret Chan, Director-General of the World Health Organization (WHO) for 200617. Conclusion Obesity is a chronic condition associated with the augmented body fat and weight gain resulting in numerous serious health complications. There are multiple factors responsible for the occurrence of obesity. Hence, for treatment and management also multiple options are available. These treatment and management are more effective in combination as compared to the individual intervention. References: Ackley, B.J., and Ladwig, G. B. (2014). Nursing Diagnosis Handbook,An Evidence-Based Guide to Planning Care. Mosby Elsevier. Centers for Disease Control and Prevention (CDC). (2016). Obesity and overweight. Retrived from https://www.cdc.gov/nchs/fastats/obesity-overweight.htm on 27 September 2016. Dixon, J. B. (2016). Obesity in 2015: Advances in managing obesity. Nature Reviews Endocrinology, 12, 6566. Doenges, M. E., Moorhouse, M. F. and Murr, A. C. (2016). Nursing Diagnosis Manual: Planning, Individualizing, and Documenting Client Care. (5th Ed.). F.A. Davis Company. Hayes, A.J., Lung, T.W., Bauman, A., and Howard, K. (2016). Modellingobesitytrends inAustralia: Unravelling the past and predicting the future. International Journal of Obesity, doi: 10.1038/ijo.2016.165. Hoelscher, D.M., Kirk, S., Ritchie, L., and Cunningham-Sabo, L. (2013). Position of the Academy of Nutrition and Dietetics: interventions for the prevention and treatment of pediatric overweight and obesity. Journal of the Academy of Nutrition and Dietetics, 113(10), 1375-94. Kahan, S., Ferguson, C., David, S., and Divine, L. (2013). Obesity drug outcome measures: Results of a multi-stakeholder critical dialoque. Current Obesity Reports, 2(2), 128133. Lauer, M.S. (2012). Lemons for obesity. Annals of Internal Medicine, 157(2), 139140. Puhl, R., and Brownell, K.D. (2011). Bias, Discrimination, and Obesity. Obesity Research, 9(12), 788805. Uerlich, M.F., Yumuk, V., Finer, N., Basdevant, A., and Visscher, T.L. (2016). Obesity Management in Europe: Current Status and Objectives for the Future. Obesity Facts, 9(4), 273-83. Unick, J.L., Beavers, D., Bond, D.S., Clark, J.M., et al., (2013). The long-term effectiveness of a lifestyle intervention in severely obese individuals. American Journal of Medicine, 126(3), 236-42. VanPutte, C., Regan, J., and Russo, A. (2014). Seeley's Anatomy Physiology. (10th Ed.). McGraw-Hill Education. World Health Organization (WHO). (2016). Obesity and overweight. Retrieved from https://www.who.int/mediacentre/factsheets/fs311/en/ on 27 September 2016. World Health Organization (WHO) (2016). Global Health Observatory Data repository, Obesity. Retrieved from https://apps.who.int/gho/data/view.main.2450A?lang=en on 27 September 2016. Wirth, A., Wabitsch, M., and Hauner, H., (2014). The Prevention and Treatment of Obesity. Deutsches Arzteblatt International, 111(42), 705-713. Yanovski, S. Z., and Yanovski, J. A. (2014). Long-term Drug Treatment for Obesity: A Systematic and Clinical Review. Journal of the American Medical Association, 311(1), 7486.

What Is Enlightenment According to Kant Essay Example

What Is Enlightenment According to Kant? Essay For 100s of old ages inquiries such as what is enlightenment and how can we be enlightened were asked. and many different replies were given. Some tell that it is all about being educated. cognizing few linguistic communications or being a great mathematician or a author ; others. on contrary. say that is non about academic instruction. but about instruction of our psyches. that brings harmoniousness and repose. But every informant has its ain truth. So in 1784. philosopher Immanuel Kant wrote What is Enlightenment? and told that Enlightenment is man’s release from his self-incurred tutelage . In other words Kant means that being enlightened agencies to be self-sufficing and hardworking by agencies of being free. honest and responsible. Independence is a province of being free from one’s changeless attention and support. As Kant said freedom is the possible manner to enlightenment ; But that the populace should edify itself is more possible ; so if merely freedom is granted enlightenment is about certain to follow . But being independent is non something that is put in us from the start ; from the really get downing people ever tend to look up for aid and support. Get downing from our childhood. we ever depend on people that are around us. For illustration. parents are ever at that place to assist us no affair what and protect us every clip there is a demand. Of class. it is obvious that without parents we merely wouldn’t survive in this universe. But as we grow up we get used to this province. when we’re taken attention of. Later on. used to this changeless attention. we start to mistreat it. Kant said For any individual person to work himself out of the life under tuition. which has become about his nature. is really hard. We will write a custom essay sample on What Is Enlightenment According to Kant? specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on What Is Enlightenment According to Kant? specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on What Is Enlightenment According to Kant? specifically for you FOR ONLY $16.38 $13.9/page Hire Writer He has come to be fond of his province. and he is for the present truly incapable of doing usage of his reason . Hence. when there is something unknown on our manner and there is no 1 to state us what to make or make it for us. we merely seek to avoid our ain jobs. Therefore. we neer learn to be independent. because we have neither cognition. nor bravery to confront our jobs and seek to work out them ourselves. As an illustration. I have a younger sister. who is non much younger than me. so she’s able to take attention of herself ; she does her jobs such as pressing her ain apparels or rinsing them and etc. Unfortunately she neer cooks for herself ; because. ever holding our female parent or me by her side. she neer tried cooking even one time. And when I scold her. stating that she must larn how to cook. she ever replies me with: Why do I need to cognize how to cook if you are ever traveling to be by my side? Besides Kant said Laziness and cowardliness are the grounds why so great a part of world. after nature has long since discharged them from external way. however remains under womb-to-tomb tutelage . As an illustration. I have a cousin. who neer even thinks to make things himself. All his life he had parents. siblings and even amahs to transport out his responsibilities and take attention of him. In other words. if he can merely pay – others will easy set about the boring work for him . But one time he will be left entirely. without any financess. he won’t be able to make anything. Further. Kant tells us that. although we’re free to make. believe and state what we want. we still can’t make this. because we have boundaries and bounds ; we have Torahs and regulations to follow. if non so we’ll be judged and punished. Kant said: Argue every bit much as you will. and about what you will. but obey . So we can doubt and oppugn the regulations and Torahs set for us by others but have no pick but to follow them. Following this farther. Kant gives us a batch of illustrations. First of all. he points out that an officer on responsibility can’t inquiry an order he was given. he must obey. But. the right to do comments on errors in the military service and convey them out to public for judgement can’t rightly be refused him as a bookman. Second. a citizen. who can’t refuse to pay his revenue enhancements. because if he does. he will be punished. At the same clip. if he acts as a bookman and non as a citizen. his actions won’t be judged. Because as a bookman he has a right to state out loud what he thinks is unfair and inappropriate. To sum up. I want to state that I agree with Kant. We can be free and honest to ourselves and the 1s that are around us. but we must be responsible for our actions and obey the regulations and Torahs ; for. merely freedom. honestness and duty can allow us the enlightenment that we are all endeavoring for. Though we can neer be to the full enlightened. we can at least seek to make the highest point possible.

Never Forgotten essays

Never Forgotten essays Abortion is a very touchy subject for most people. It is a political fight that has extremes from both opinions. While most stories are told from the aborted childs side, Gwendolyn Brooks, the mother, comes from a womans portrayal of the situation. The mothers portrayal is very good. It makes the readers feel, even for a second, the pain and difficulty of the mother and her decision. Through this we can somewhat understand why or how someone would make this grueling decision. Although abortions are done for many different reasons, the children who are killed are never forgotten. The speaker of this poem is the mother. This is an elegy to the unborn child. The poem is from the mothers point of view. In the first stanza, the mother seems to be telling the audience everything that she would never be able to do to the child. For example, the mother mentions that she will never neglect the child, nor be able to scuffle off ghosts that come. The second part is more her apology and her explanation on why she went through with having the abortion. She mentions that she stole their births and their names. The mother knows that what she did was wrong, but at the time she felt that there was no other option in the situation. She tells the children that although she only knew of them for a short time, before the abortion, she loved them and always will. This poem uses many different types of language. The mother uses different ways to explain her feelings as well as the child itself. Brooks states ...damp small pulps with little or no hair, this is used to describe the child in the womb as it is developing into an infant. Another figure of speech Brooks uses, ...wind up a sucking thumb is used to describe a mother taking a childs hand out of his/her mouth and tucking the thumb down to train the child not to suck their thumb. The mother also implies that she gave birth ...

Definition and Examples of Contact Languages

Definition and Examples of Contact Languages A contact language is a marginal language (a type of lingua franca) used for purposes of basic communication by people with no common language. English as lingua franca (ELF), says Alan Firth, is a contact language between persons who share neither a common native tongue nor a common (national) culture, and for whom English is the chosen foreign language of communication (1996). Examples and Observations Ancient Greek around the Mediterranean basin, or later Latin throughout the Roman Empire, were both contact languages. They tend to vary in use in different local contexts, and there is often a great deal of local language interference. Latin, for example, later developed many local forms which eventually became French, Italian, Spanish, Portuguese, and so on. The contact language usually dominates in situations in which the speakers of that language have military or economic power over other language users. . . .When the contact between groups of people is prolonged, a hybrid language can develop known as a pidgin. These tend to occur in situations where one language dominates, and there are two or more other languages at hand.(Peter Stockwell, Sociolinguistics: A Resource Book for Students. Routledge, 2002)The most often cited example of a (bilingual) mixed system is Michif, a contact language that developed in Canada between French-speaking fur traders and their Cree-speaking wive s.(Naomi Baron, Alphabet to Email: How Written English Evolved. Routledge, 2001) English (or ELF) as a Contact Language- English as a Lingua Franca (henceforth ELF) refers, in a nutshell, to the worlds most extensive contemporary use of English, in essence, English when it is used as a contact language between people from different first languages (including native English speakers).(Jennifer Jenkins,  English as a Lingua Franca in the International University: The Politics of Academic English Language Policy. Routledge, 2013)- ELF [English as a Lingua Franca] provides a kind of global currency for people from a great variety of backgrounds who come into contact with one another and use the English language as a default means of communication. ELF as a contact language is often used in short contact situations, such that fleeting English norms are in operation, with variation being one of the hallmarks of ELF (Firth, 2009). Thus ELF does not function as a territorialized and institutionalized second language, nor can it be described as a variety with its own li terary or cultural products, as is the case with the English language used for instance in Singapore, Nigeria, Malaysia, or India, where WE [World Englishes] have emerged in different ways from much longer contact situations.(Juliane House, Teaching Oral Skills in English as a Lingua Franca.  Principles and Practices for Teaching English as an International Language, ed. by  Lubna Alsagoff et al. Routledge, 2012) ModificationsA very naive view of language contact would probably hold that speakers take bundles of formal and functional properties, semiotic signs so to speak, from the relevant contact language and insert them into their own language. . . . A probably more realistic view held in language contact research is that whatever kind of material is transferred in a situation of language contact, this material necessarily experiences some sort of modification through contact.(Peter Siemund, Language Contact in Language Contact and Contact Languages, ed. by P. Siemund and N. Kintana. John Benjamins, 2008)

Strategic Management Essay Example | Topics and Well Written Essays - 1500 words

Strategic Management - Essay Example Why is it this so? It is clear that the globalization of markets has led to a paradigm shift in how organizations-and especially multinationals-conduct their business operations. The deregulation of national and regional markets has led to eradication of bottlenecks to cross border trade leading to increased competition for the vast and diverse, global markets. Porter’s competitive model was build based on the prevailing economic conditions of the eighties. It assumed the classical perfect market conditions of intense competition and a relatively stable market structure that is subject to cyclical developments. Therefore, by design, this model loses significance in the modern global market. Modern global business is characterized by dynamic markets where industries have complex and multiple relations and product groups (Have, 2003). The upsurge of internet technology and e-business platforms has meant that the effectiveness of the model is in providing a still image of the ind ustry. This is as opposed to providing holistic projections of future trends and developments that can be ably translate into strategy for the particular market segment. The model assumes the idea of competition based on a need for profitability and market survival only loses relevance in modern markets. It wrongly approaches some of the five factors i.e. suppliers and customers as a threat to the organization that needs to be addressed. Modern economics postulate that business strategies should be focused in incorporating, as opposed to reacting to these particular factors (Miles, 2011). The Boston Consulting Group (BCG) matrix was developed with a focus on the efficient allocation of resources within business enterprises. It adopts an evaluative criteria based on two prime factors i.e. market share and market growth has been widely used as a tool for portfolio planning, marketing and business strategy development. The basic principle in risk management is in diversification of ass ets through portfolio investments. The BCG model provides a useful pictorial comparison of the firm and its products versus the leading competitor and its products in the same market. The model, therefore, becomes a critical tool for implementing a firm’s short to medium-term profitability and growth objectives by providing forecast solutions of the market as it is now and as expected in the near future. In the short-run, the model is capable of providing strategies that are designed to provide quick-fix solutions to a firm. The disposal and optimization of loss making assets or ventures can be easily identified using this model. On the down side, the model, the model’s application is often limited to a scope of a year. The model lacks the ability to provide a long-term picture of the market conditions and thus strategy development towards achieving the firm’s overall long-term goals becomes very challenging. The BCG assumes a direct relationship between market shares, seems irrelevant in the current global market. There are small businesses in the small market segments especially within the information technology segment that have surpassed even the largest multinational corporations in profitability (Kaplan & Norton, 2000). The model also places an inaccurate reliance in market growth as a dominant factor in determine the attractiveness of a market segment. There are other factors such as aggregate market risk and regulation that equally influence