Informed Consent in Medical Malpractice Research Paper

Informed Consent in Medical Malpractice - Research Paper Example A set of regulations that govern malpractice lawsuits differs from one state to another. Medical malpractice is not a different tort, instead, the tort of negligence. In this vein, elements of medical malpractice are not different from those of negligence. These are violation, causation, duty, and damages. They are normally framed in health jargon, but are similar to the four mentioned elements that apply to negligence. One of the vital aspects that come up in medical malpractice is that medical practitioners are regarded as individuals who should give very high levels of care than the normal layman. The standard of care reflects what is supposed to be undertaken with regard to the prevailing conditions. Health professionals are expected to render standards of care as would have done a reasonable health practitioner under similar conditions. Medical malpractice takes place when a health professional does not deliver duties to the degree that a plausible health professional would have rendered under the same conditions. If a qualified health specialist had taken the same method or treatment in question, under the same conditions, then medical malpractice would therefore not have taken place. Other specific aspects in medical malpractice entail errors in diagnosis, treatment matters, and difficulties in communication, prescription errors, and falls. For instance, if a medical officer fails to diagnose the plaintiff’s case in a desired way, then the medical officer may be said to have violated the standard of care he or she was supposed to have accorded the plaintiff. The standard of care to be used by health professionals is dictated to some degree, by reference to instructions and rules, state practice procedures, facility laws and methods, equipment literature, job explanation, health information and legal cases. A health provider must possess a suitable license failure of which may be evident enough that the health provider was

Utility Concerns in Choosing an Assessment Method Assignment

Utility Concerns in Choosing an Assessment Method - Assignment Example Over the course of a year, the total income from the selected employee is estimated at $16,000, so, the per week income from the selected 50 employees is estimated at [{($16,000/365)*7}*50] = $15342 (approx.). These calculations clarify the selection expenditure of Randy and other expenditures from the salary proceedings of selected employees (Heneman, & et. al., 2014). For recruiting employees for ice-cream shops, Randy formulated two different types of selection methods, such as, interview process and work sample process. According to Prof. Higgins, if Randy used interview for selection method of employees then its validity would be 0.30 or 30%. On the other hand, if he followed work sample method then its validity would be 0.50 or 50%. For this selection method, Randy was received 100 applications from applicants. He used both the selection process. Interview selection process cost $100 per applicant on the other hand; work sample process cost $150 per applicants. It clearly suggest that work sample method of selection was costly than the interview process. From the previous calculation part, it is eminent that Randy invested $10,000 for the interview purposes of the applicants, additionally, $15,000 for work sample process to select the applicants. The average score of each of the applicants was 0.80. In that basis, it is apparent that selected applicant was reasonably profitable for the shops. If Randy could use only one selection process for applicants, he should use the work sample process. According to Prof. Higgins, work sample method’s validity would be 0.50, which was better than interview process (Heneman, & et. al., 2014). The reason of this was as interview process had the validity of 0.30. Employees were the public face of organization, so betterment in growth of organization should come from the great group of

The Historical Foundation of Physical Education Essay

The Historical Foundation of Physical Education - Essay Example The Historical Foundation of Physical Education Take the idea of Allen Guttman, he described Modern Olympic Movement as weak and highly influenced by commercialism of today. According to him, there are major forces that drive the Olympic today and one of them is politics in sports. He further emphasized that Olympic Games are too complex, too prone to internal and external forces, and too appealing in different ways to vested interest groups global-wide. On the other hand, Robert Mechnikoff in his book had noticed minimal discrepancy for he focused his discussion on the historical and philosophical perspective of sports. For him, many people who have involved in sports seem to forget the value of building good character and healthy body. Many people today engaged in physical activities in order to acquire ideal body built and follow the norm of today’s gymnast enthusiasts. It is quite obvious that many people who are successful in their chosen sports have never been into college because of financial reason. Take for instance the Filipino boxing champ Manny Pacquiao who is a boxer since childhood. He gets into this sport because according to him, this is the only way he can do to support his poor family. A Mexican boxer Oscar Larios is also from a poor family who found fortune in the boxing arena. The wrestling superstar Batista on the other hand, became famous and financially successful; though, in his childhood, his family could not send him to college.

Negotiation plan Essay Example | Topics and Well Written Essays - 1000 words - 1

Negotiation plan - Essay Example (2005), sufficient preparation provide the opportunity to clearly describe the goals, recognition of core issues, understanding of parties involved and to assess the effectiveness of the strategies adopted for the negotiation. It is the successful preparation phase which ensures that delegation moves closer to the success as defined by the objectives of negotiation. Following is the preparation plan for negotiation of a Dairy Company XYZ with the employee union, the number of permanent and full time employees exceeds one hundred and all of them are members of this union. They approached the management with some demands and issues, several meetings were held and many issues were resolved but the parties still have differences on some of the crucial issues. Both the parties are eager to finalize the issues and differences in the upcoming meeting. As the leader of the delegation from the Dairy Company, I propose the following negotiation plan. Most of the issues including pay rates, classification structure, number o annual leaves, daily break for meal etc have been resolved in the previous meetings. Among five issues that require resolution in the next meeting include: The goal of the group is to achieve agreement on the three core issues including the life of the agreement, factors that will serve as basis for the increase in wages and hour’s roster. The union demands that the agreement should be for one year, wages should be increased according to the increase in the inflation and increase in the output from the beginning of the year 2011 to till date and roster hour should be set to 152 hours per four weeks cycle. The goals set by the group are to fix the agreement life for three years; wages should be increased with productivity rather than inflation and increase should be from the start of the agreement while the roaster hour should be flexible and company can change it on a notice of two days as compared to the five days demanded by the Union. The life

Reseach Paper on Chronic Diabetic Research Example | Topics and Well Written Essays - 1250 words

Reseach on Chronic Diabetic - Research Paper Example Type  2 diabetes was found to be controlled by providing medications. Both Type 1 and Type 2 diabetes are  chronic conditions which are not possible to be cured completely. It is characterized by disruptions in the metabolism of carbohydrates, fat and protein in the body (Bilotta, 2008, p.236). There are two primary forms of diabetes: Type 1 and Type 2. Type 1 diabetes - If a person has Type 1 diabetes his body will not make insulin on its own. It occurs in any individual and is treated by taking dosage of insulin shots daily or by an insulin pump. The patients need to maintain a regulated diet plan. Type 2 diabetes – This is the commonest form of diabetes. If a patient suffers from Type 2 diabetes, his body will show resistance to insulin. Type 2 diabetes is semi curable in nature. It is often hereditary in nature and occurs mainly in people who are above 40. Type 2 diabetes can be treated with proper exercise and weight (National Kidney Foundation, 2007, p.4). Physical i nactivity or a sedentary lifestyle can also lead to Type 2 diabetes (STEWART, 2005, p.196). Pathophysiology and assessment of the disease Diabetes mellitus (DM) or simply diabetes results from either insulin deficiency or the resistance to endogenous insulin. This deficiency in insulin compromises with the access of the body tissues to essential nutrients (Bilotta, 2008, p. 236). All forms of the disease increases the risk that can lead to long-term complications. These symptoms typically show after several years like almost after 10 to 20 years but it can be seen as the first form of the symptom in the patient who was otherwise not diagnosed before. The common symptoms of diabetes are polyuria, polyphagia, weight loss, fatigue etc. The complications that can arise out of these symptoms include cardio vascular diseases, blindness or retinopathy, nephropathy, cognitive depression, hyperglycemia etc. While assessing the symptoms for Type 1 and Type 2 diabetes, the physicians can check for symptoms like frequent urination, dehydration, dry mucous membrane, rapid weight loss and increased hunger, nocturnal diarrhea and many more. For Type 1, the symptoms can be develop rapidly while for Type 2, it can be drawn by studying the family history, severe forms of viral infection etc. The physical symptoms seen in case of the diabetic patients can be in the form of changes seen in the legs and feet, muscle wasting, reduced reflexes in the deep tendons of the bones, cataract formation etc (Bilotta, 2008, p.237). Chronic Diabetes harming the kidneys in human body Diabetes can cause severe damage to the kidneys by damaging the blood vessels of the kidney. The filtering sections in the kidney are lined with minute blood vessels. With the passage of time, high sugar level found in the patient’s blood can make the blood vessels to turn narrow and thus clogged. Without getting enough blood, the kidneys tend to be damaged and albumin which is a protein made within the hum an body are passed through these filters which settle in the urine. This is a critical situation as this occurrence of albumin in the urine of the patient is not a very healthy condition (National Kidney Foundation, 2007, p.7). Kidney damage can also harm the nerves in the patient’s body. Nerves of the human body carry messages that are transmitted between the brain and the rest other parts of the body that also includes the urinary bladder.

Portlend Cancer Center Case Essay Example for Free

Portlend Cancer Center Case Essay The model calculates the NAL (or NPV) and IRR of the lease for both parties on the basis of relevant input data. The invoice price and lease rental payments must be the same for both parties, but the other input variables may be different for each party. The model also examines the differential profitability to the lessee between conventional and per procedure leases. The model consists of a complete base case analysisno changes need to be made to the existing MODEL-GENERATED DATA section. However, all values in the student version INPUT DATA section have been replaced with zeros. Thus, students must determine the appropriate input values and enter them into the model. These cells are colored red. When this is done, any error cells will be corrected and the base case solution will appear. Note that the model does not contain any risk analyses, so students will have to create their own if required by the case. Furthermore, students must create their own graphics (charts) as needed to present their results. Both instructor and student versions contains a sheet (Figure 1) that plots lessees NAL, lessors NPV, and total contract value versus the size of the lease payment.

Guccis Marketing Strategy

Guccis Marketing Strategy Critically contrast the key elements of Guccis marketing strategy to its closest competitor. Justify why you have chosen this company as Guccis closest competitor. Guccis focus on Heritage, craftsmanship and philanthropy: Prada a close competitor. With over 7,000 direct employees across the world, I believe we should all see ourselves as custodians of the Gucci brand—a brand that was here before all of us and one that will survive all of us. The long lasting values of the brand ultimately inform and guide every decision we make and they also inspire all of us along the way. -Patrizio di Marco: President and CEO, Gucci (Interbrand, 2009a) Renowned for its Italian craftsmanship, Gucci was founded in 1921 in Florence. ‘Over 90 years Gucci has built a heritage of exclusivity, attention over quality and style, the Made in Italy label, innovation and craftsmanship (PPR, 2010b, pp 46) and is one of the ‘worlds most desired luxury fashion brands (Nielsen Company, 2007). The Brand was highly successful in the 1950s as it became the status brand for Hollywood film stars and European royalty. However, by 1980s Gucci lost its appeal and significant losses were made in the business (Jackson and Haird, 2003). Domenico de Soles financial acumen and Tom Fords creativity transformed Gucci as a successful brand in the 1990s. In 1999 Pinault-Printemps-Redoute purchased the controlling stake and owned Gucci. With the departure of Tom Ford and De Sole, Frida Gianini took the control in 2005. Globalisation helps the evolving luxury market to expand. Factors like growing consumer expectations, clear brand positioning, pursuit for authenticity, exclusivity, differentiation contribute to intensify the competition between luxury brands with high ‘aspirational values (Baker and Sterenberg, 2003). Gucci is among the top 10 luxury brands considering brand value in the latest survey by Interbrand. In the array of luxury market Gucci competes with brands like Louis Vuitton, Chanel, Hermes, Prada, Burberry, Ferragamo, Dior, Dolce Gabbana, Versace, etc. Interbrand Leading Luxury Brands 2009 Rankings: The top 15 Luxury Brands. (Interbrand, 2009d) 2009 Rank 2008 Rank 2007 Rank Brand Country of Origin Sector 2008 Brand Value ($m) 2009 Brand Value ($m) Change in Brand Value in 2008 Change in Brand Valuein 2009 16 16 17 France Luxury 21,602 21,120 6% -2% 41 45 46 Italy Luxury 8,254 8,182 7% -1% 59 60 58 France Luxury 6,355 6,040 9% -5% 70 76 73 France Luxury 4,575 4,598 8% 1% 87 91 94 Italy Luxury 3,585 3,530 9% -2% 98 New United Kingdom Luxury 3,095 New* 99 New United States Luxury 3,094 New* Interbrand Best Global Brands rankings. (Interbrand, 2009d). In order to sustain in the competitive luxury market and define a clear brand positioning and maintain it, brands adopt innovative marketing strategies. The Marketing mix tools like the traditional 4 Ps: product, price, promotion and place along with recently added people, process and physical evidence propel the decisions in direction of the market success. Brands need to provide right product, at right price, in right place and at right promotion in order to match the consumer needs and demands. Louis Vuitton, Gucci, Hermes, Chanel, Prada are in close competition. In order to create an emotional attachment between brands and consumers, brands try to convey an image and personality that customer aspires to. Louis Vuitton has been a ‘byword for stylish elegance and sophistication (Louis vuitton, 2009). Gucci is perceived as smart, sexy, modern whereas Prada has an image of modern, trendy yet sophisticated. Chanel is very classic and elegant. Also, Chanel and Louis Vuitton were founded in France and Gucci and Prada in Italy. According to the Interbrand survey for Italys most valuable brands Gucci Ranked first (6,388 million euro) followed by Prada (2,775 million euro). Guccis pricing strategy in 1993 positioned itself below Hermes and Chanel and at par with Prada and Louis Vuitton (Kwak, 2001). Gucci and Pradas product lines include leather goods, ready-to-wear, jewellery, footwear, silks, timepieces, eyewear, skincare, home decor and fragrances. Louis Vuitton has the categories which Gucci has, although Louis Vuitton indulges even in writing instruments and textiles besides Chanel extends into sport accessories .Gucci products are sold in 283 directly operated stores at end of 2009 and in selected ‘departmental stores as well as specialist stores (PPR, 2010b). Intending to accelerate the growth of brand, Prada stated to double the number of directly operating stores in 2007. Considering Guccis 2009 revenue breakdown by geographical area, maximum revenue was from Asia- Pacific region while Europe which includes fashion forward London, Paris and Milan contribute almost equal to Japan. Breakdown of 2009 revenue by product category Breakdown of 2009 revenue by geographical area(PPR- Gucci: Gucci Group ,2010a) Gucci Chanel Prada Louis Vuitton Year of establishment 1921 1909 1913 1854 Country of origin Italy France Italy France Known for Leather goods Fashion and perfumes Leather goods Leather goods and Luggage bags Current Designer Frida Giannini Karl Lagerfeld Miuccia Prada Marc Jacob Product categories Ready-to-wear, canvas and leather goods, bags, footwear, fine jewellery, fragrances, eyewear, watches, travel and business bags, home dà ©cor , etc. Ready-to-wear, fragrances, make-up skincare, eyewear, hats, leather goods, sports accessories, fine jewellery, etc. Ready-to-wear, Nylon bags, leather goods, footwear, Fine jewellery, eyewear, fragrances, travel and luggage bags, Prada phones, etc Ready-to-wear, leather goods, travel bags, footwear, bags, eyewear, watches, writing instruments, home goods, textiles, city guides ,etc. Ad campaign theme Forever now , Spring Summer 2010 Spring Summer 2010= First Spring and lookbook Spring Summer 2010 Store locations Africa, Asia, Australia, Europe, Middle East, North America, South America. Has 283 Directly operated stores. Asia, Europe, Middle East, North America, South America, Oceania. Asia, Middle East, Far east, Europe, North America, South America. Africa, Asia, Australia, Europe, Middle East, North America, South America. Comparison of brands on basic criteria. Louis Vuitton and Chanels brand image differentiates them from Italian brands like Gucci and Prada which target towards a similar target market which is modern and fashion conscious. Gucci and Prada indulge into similar product lines and pricing levels getting them into closer competition. In 1990s during revamping the brand image of Gucci an important decision made was to develop a strategy expressing Gucci has changed. ‘Brand communication plays a vital role in redrawing the image (Jackson and Shaw, 2006). During the recession competitor brands are trying to be more distinctive. Chairman and CEO Gucci, Patrizio di Marco and his team adopted the strategy to strengthen and fine tune its positioning in the luxury goods market by focusing on its heritage and craftsmanship stressing on balanced brand equity in marketing and communication (PPR, 2010b). It also included cost cutting, adjustments to pricing, global store designs concept and structure simplification. As per Interbrands report 2009b, among global luxury brands, Prada spends highest in marketing and advertising and continued to invest more in social and cultural initiatives, brand extensions and communication. Important factors that help in building brand image. (Moore and Britwistle, 2005) Image no.1 : Louis vuitton spring summer 2010 Image no.2: Prada Lookbook 2010. (The Fashion time Magazine, 2010) (AMO, 2010) Image no.3 : Chanel Spring Summer 2010 Image no.4 : Gucci Spring Summer 2010 ad Ad campaign. campaign. (Bang Jaslyn, 2010) (Gucci, 2010a) Advertising which is guided by current market scenario and competitive environment, helps in communicating and building brand image as it creates powerful image and message to gain customers attention (Jackson and Shaw, 2009, pp.161). Luxury brands communicate their values and aura to the consumers to prove experience through images that operate on aesthetic and expressionist level (Salzer-Mà ¶rling and Strannegard, 2004). Visually stimulating Guccis Spring summer 2010 campaign focuses on sensuality with modernity and Pradas Lookbook 2010 displays uniqueness and creativity. Guccis Ad campaign ‘Forever now launched in 2010 depicts the importance of connecting past and present. The campaign uses images from 1950s focuses on heritage and craftsmanship. Gucci focusing on tradition introduced an Artisan Corner an event where houses skilled artists will travel to Guccis VIP stores where the craftsmanship will be brought to customers sight. Similarly, Pradas film ad campaign 2010 titled ‘First Spring shot by Chinese artist in Shanghai depicts the tension between the straight and gay tensions of silent intimacy (James, 2010). However, the black and white effect of the video takes us into flashback and it depicts that anything is possible in timeless and dreamlike realm. Louis Vuittons ad campaign is inspired from new age traveller, while Chanels countryside rural chic look ad campaign displays beauty and elegance. Image no. 5 : Guccis ‘Forever now ad campaign 2010(Gucci ,2010b) Image no. 6: Pradas 2010 ad campaign ‘First Spring. (Fashioning.com, 2010) Prada attempts to spread a social message to reduce tensions between straight and gay people. Also, Prada signed PETAs campaign in 2007 to ban cruelty against animals and eliminate fur usage from fashion. Gucci and UNICEF partnership began in 2005, since then Gucci consistently support education and healthcare programmes for orphans and HIV/AIDS affected children. Gucci embraces philanthropy taking new initiatives and ad campaigns to support the partnership like specially designed accessories collection, White Tattoo Heart collection (2008) featuring Rihanna in its campaign, Book ‘ Snowman in Africa, fundraising event with Madonna, ‘Gucci for UNICEF Baboushka bag etc. Professor John Fernie said ‘Alliance between charity n business is the perfect way to build brand awareness and establish brand credibility and ultimately boost profits, (McDougall, 2006). As metioned on philanthrpohy section of Guccis official website, Gucci in collaboration with the Film Foundation h as made travelling screening movie of the restored movies to save the treasures in cinemas called ‘Cinema Visionaries. Proceeding in 2010, to increase online presence and reach online customers, brands are delving into digital communication. Brand affiliation is aided by the application of appropriate functionality tools (Okonkwo, 2007). Focusing on innovation Gucci launched lifestyle application for iPhone and iPod touch. Guccis application offers access to products, fashion shows, playlists, city guides, news, ability to compose own music etc. Prada launched Prada phones in collaboration with LG in 2007. The LG designed Prada phone incorporates features like video player, high pixel camera and MP3 player. Chanel also has application on iPhone which shows Chanels runway collections. Image No. 7: Gucci application for iPhone. Image No. 8: LG designed Prada Phone. (Gucci news, 2010) (Mossesgeld, 2007) Luxury atmosphere, aesthetics and appealing luxury stores reflect the brand personality and spread the brand message into the subconscious and psychological levels on a consumer mind (Okonkwo, 2007). Following the strategic concept of global store design by Creative Director Frida Giannini ,Gucci is renovating its stores to embrace the luxurious experience of shopping which complements the brands heritage and exclusivity. In October, 2009 Gucci launched a travelling sneaker store in New York which will later move to London and Tokyo in spring 2010. Similarly proving its exclusiveness, Prada took a radical approach towards the store architecture through Prada Epicenter which communicates a distinct identity into customers mind which is in quest for something new. Image no. 9: Gucci Sloane street, London Store renovated under the Global store design concept. (WallPaper, 2010) Image no.10: Prada Epicenter (Herzog de Muron,2003). [Accessed on 14 November 2009] With Economic downturn, it is highly important for brands to provide distinctive experience to consumers. Brands are striving to create a brand image congruent to the customers image (Aaker and Biehl, 1993) and meet customer needs and demands. Gucci has adopted the strategy to be true to its long lasting values and expand its presence, tune its brand image and positioning by emphasising on the rich 90 years history, heritage and core essence of the brand into its marketing and brand communication coinciding with ‘modernity and aspirational values (Gucci, 2010a). Brands like Prada are using tactful strategies focusing on parameters like timeless, authenticity, social values and culture. Louis Vuitton differentiates its customers through its brand image, brand values in terms of turnover and advertising. Chanel though is close to Gucci considering turnover it targets a more elegant, sophisticated target. Hence, Prada is the closest competitor to Gucci by comparing them on brand c ommunication like advertising, philanthropy and an attempt to standout in the terms of store designs. REFERANCES : Aaker, D. (1991), Managing Brand Equity, The Free Press, New York, NY. Aaker, D. and Biehl A. (1993), Brand Equity and Advertising, Lawrence Erlbaum, Hillsdale, NJ. Baker, M., Foy,A,( 2003) Business and Management Research. United Kingdom : Westburn Publishers Ltd. Baker, M., Sterenberg, G. ( 2003) Managing global brands to meet consumer expectations. ESOMAR ,Global Cross-Industry Forum, Research International Qualitatif, December 2003. Barnes James G. (2003) Establishing meaningful customer relationships: why some companies and brands mean more to their customers. Managing Service quality, Vol. 13(3) pp. 178-186. Campbell, C. , Falk, P. (1997) : The Shopping Experience . London: Sage Publications, pp : 67-73, 166-72. Chadha, R. , Husband, P. (2006) The cult of the Luxury Brand- Inside Asias Love Affair with Luxury. London Nicolas Brealey International , pp.25-63, 149, 178, 267-77,280. Crask, M.R., Laskey, H.A. ( 1990), A positioning-based decision model for selecting advertising messages,Journal of Advertising Research, Vol. 30 No.4, pp.32-8. 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Hampshire: Palgrave Macmillan, pp.15-25, 30-37, 132-67, 173-78, 220-23, 260, 278-83, 310. PPR ( 2010a) Gucci: Gucci Group [Internet]. Available from file:///C:/Users/Admin/Desktop/gucci%201/PPR%20-%20Gucci.htm> [Accessed on 10 March 2010] PPR (2010b) PPR 2009 Financial Document [ Internet]. Available from http://www.ppr.com/front__sectionId-43_Changelang-en.html> [Accessed on 8th March 2010] Preiholt, H.,Hagg, C. (2006) Growth opportunities in Luxury goods and real estate. Journal of Fashion Marketing and Management, Vol. 10 (1),pp114-119. Salzer- Mà ¶rling, M., Strannegard, L. (2004) Silence of the brands. European Journal of Marketing, Vol. 38 (1/2) pp. 224-238. Schmitt, B. (1999) Experiential Marketing- How to get customers to Sense, Feel, think, act, relate. New York, The Free Press, pp.72-6. Triplett, T. (1994), â€Å"Brand personality must be managed or it will assume a life of its own†, Marketing News, Vol. 28 No. 10, p. 9. Unknown ( 2009) From Prada to Zara: is the global recession out of fashion. Strategic Direction, Vol. 25(3), pp 9-11. IMAGE REFERANCES : Image no.1 : The Fashion Time magazine (2010)Louis vuitton spring summer 2010- Louis Vuitton Spring/Summer 2010 ad campaigb :Lara Stone by Steven [Online Image]. Available from http://www.thefashiontime.com/2009/12/louis-vuitton-springsummer-2010-ad-campaign-lara-stone-by-steven-meisel/> [Accessed on 12th March 2010] Image no.2: AMO (2010) Prada Lookbook 2010- PRADA- The Spring/ Summer 2010 Lookbook [Online Image]. Available from http://www.prada.com/> [Accessed on 10th March 2010] Image no.3 : Jaslyn Bang (2010) Chanel Spring Summer 2010-Chanel Spring/Summer 2010 Ad campaign [Online Image].4th Jan 2010.Available from http://www.plussixfive.com/2010/01/04/chanel-springsummer-2010-ad-campaign/> [Accessed on 16th March 2010] Image no.4 : Gucci (2010a) Gucci Spring Summer 2010 ad campaign- Ad campaign Spring Summer 10 [Online Image]. Available from http://www.gucci.com/int/campaign/spring-summer/> [Accessed on 8th march 2010]. Image no. 5 : Gucci (2010b) Guccis ‘Forever now ad campaign 2010- ad campaign Forever now [Online Image]. Available from http://www.gucci.com/int/campaign/forever-now/> [Accessedmon 10th March 2010]. Image no. 6: Fashioning.com (2010) Pradas 2010 ad campaign ‘First Spring- Prada menswear first spring by Yang Fudong Spring/Summer 2010 [Online Image]. Available from http://www.fashionising.com/pictures/pPrada-menswear-First-Spring-by-Yang-Fudong-8206-SpringSummer-2010-4886-73781.html> [Accessed on 12th March 2010] Image No. 7: Gucci news (2010) Gucci application for iPhone- Guccinews,gucci app [Online Image]. Available from http://www.gucci.com/us/us-english/gucci-news/iphoneapp/> [Accessed on 12th March 2010] Image No. 8: Mossesgeld (2007) LG designed Prada Phone- The LG Prada phone set tp launch on March 22 [Online Image]. Available from http://www.thesmartpda.com/50226711/the_lg_prada_phone_set_to_launch_on_march_22.php> [Accessed on 12th March 2010]. Image no. 9: WallPaper (2010) Gucci Sloane street, London Store renovated under the Global store design concept -Retail Directory 2009[Online Image ]. Available from http://www.wallpaper.com/directory/retail/2009/gucci/1089> [Accessed on 13th March 2010] Image no.10: Herzog De Muron(2003),Prada Epicentre [online image].Available from http://images.businessweek.com/ss/05/11/new_retail/source/5.htm>[Accessed on 12th March 2010]