Loyalty Programmes Assignment Example | Topics and Well Written Essays - 3000 words

Loyalty Programmes - Assignment Example This dissertation aims to understand how loyalty programmes are designed and if they have been of value to the hotel and restaurant business. It is also acknowledged that the idea of "gift coupons" and "rewards" is losing its meaning in the mind of consumers because it has become such a common offering. Therefore, whether a loyalty programmes continues to really help business in driving its profits remains to be examined and will be the focus of this dissertation. The aim of this dissertation is to find out whether the implementation of loyalty programmes succeed or fail in the hotel and restaurant business and identify ways to design loyalty programmes that will succeed. It is said that 80% of sales is derived through 20% of customers (Lake, 2006). This has led to a plethora of customer-focused programmes created with the help of customer relationship management tools, to increase company profitability (Brown, 2000; Kalakota and Robinson, 1999; Peppers and Rogers, 1997). Such initiatives, aim to achieve customer retention through the use of loyalty programmes. The motive behind loyalty programmes is to establish customer loyalty by rewarding a certain frequency of repeat purchase by customers. As pointed by Uncles et al (2002): "Loyalty programs are schemes offering delayed, accumulating economic benefits to consumers who buy the brand. Usually this takes the form of points that can be exchanged for gifts, free product, or aspirational rewards such as air miles. Airline frequent-flier programs have been a prototype for many of the schemes" (p.28).However, there is no consensus on the definition of loyalty exhibited by consumers (Jacoby and Chestnut, 1978; Dick and Basu, 1994; Oliver, 1999). While some claim that satisfaction is an indicator of loyalty, others debate this point. Reichheld (1994) points out that despite being "satisfied" or "very satisfied" many customers still defect. In the UK, Oglivy Loyalty Centre found out that 85 % of its automotive customers claimed to be satisfied but only 40 % made a repeat purchase, and 66 % of packaged goods customers who identified a favourite brand actually ended up buying "another brand" in the recent past (McKenzie, 1995). Gremler and Brown (1999) point out that Federal Express, Pizza Hut franchises, and Cadillac dealerships have been able to forecast the sales from loyal customers with more certainty. Research on loyalty programmes in the hospitality industry is limited. Oh's (2000), work in this field, highlights that the concept of customer value is crucial for the hospitality industry. His study explains how perception of value by customers impacts pre and post dining decisions. According to National

Environmental Problems In Latin America Essay Example | Topics and Well Written Essays - 750 words

Environmental Problems In Latin America - Essay Example In this context, this region witnessed some social movements which demanded for national control over the natural resources. Every country of this region is facing more or less same type of environmental issues. For example, in Argentina soil erosion is a major environmental issue which is emerging due to inadequate flood control and improper land use practices. Irrigated soil degradation, use of pesticides and fertilizers are making river polluted, desertification, water pollution in urban areas, air pollution are some other environmental issues in Argentina. Similarly other countries of the Latin American region are also facing such problems like Bolivia is struggling with deforestation problem which is arising due to increasing demand for agricultural land and international demand for tropical timber. In addition to this, loss of biodiversity, soil erosion due to poor cultivation method and overgrazing, water pollution due to industrial waste, desertification. Latin American count ries like Brazil, Chile, Columbia, Ecuador, Guyana, Paraguay, Peru, Uruguayan, and Venezuela are reported more or less same problems which includes danger over the existence of a multitude of plants and animal species indigenous to the Amazon Basin area and vehicle emission. Thus, air pollution, water pollution, deforestation, desertification, soil erosion are some of the common environmental issues of this region (Diaz and West 2005). Water problem in Latin America World’s 13% water resources are in Latin America and Caribbean. However, these water resources are distributed in inequitable manner throughout this region. In addition to this, parts like Southern Chile, Mexico and Northeastern Brazil are facing sever water shortage problem. Many areas are classified as semi-arid or... Similarly, other countries of the Latin American region are also facing such problems like Bolivia is struggling with deforestation problem which is rising due to increasing demand for agricultural land and international demand for tropical timber. In addition to this, loss of biodiversity, soil erosion due to poor cultivation method and overgrazing, water pollution due to industrial waste, desertification. Latin American countries like Brazil, Chile, Columbia, Ecuador, Guyana, Paraguay, Peru, Uruguayan, and Venezuela have reported more or less same problems which include danger over the existence of a multitude of plants and animal species indigenous to the Amazon Basin area and vehicle emission. Thus, air pollution, water pollution, deforestation, desertification, soil erosion are some of the common environmental issues of this region (DÃ ­az and West 2005).World’s 13% water resources are in Latin America and Caribbean. However, these water resources are distributed in an i nequitable manner throughout this region. In addition to this, parts of Southern Chile, Mexico, and Northeastern Brazil are facing severe water shortage problem. Many areas are classified as semi-arid or hyper-arid. Though there is sufficient water fall in the region yet water is unclean hence cannot be used for drinking. Along with this, industrial waste and other environmental pollutants are contaminating water resources. Such situations are creating circumstances of the water war between countries and even in the same countries.

Irritable Bowel Syndrome Health And Social Care Essay

Irritable Bowel Syndrome Health And Social Care Essay This essay aims to provide a comprehensive account of the gastrointestinal disorder, Irritable Bowel Syndrome. The aetiology, pathology, and prognosis of the disorder will be described, along with details pertaining to its epidemiology. The diagnosis and management of the disorder will be described, followed by a discussion of the health implications experienced by patients and the economic costs of the disorder. Conclusions will be made based on the information and evidence discussed throughout the essay. Irritable Bowel Syndrome (IBS), also known as spastic colon, nervous diarrhoea, and functional bowel, is one of the most common gastrointestinal disorders worldwide (NICE, 2008). It is a chronic, functional disorder of the gastrointestinal tract which is characterised by symptoms of abdominal pain or discomfort of the lower abdomen, bloating, and disordered defecation (Silk, 2003). This latter symptom can manifest in four different forms (Allison, 2002): constipation predominant; diarrhoea predominant; alternating between constipation and diarrhoea; or, non-extreme. Furthermore, although symptoms are predominantly gastrointestinal, other symptoms can include back ache, nausea, heartburn, lethargy, urinary problems, faintness, palpitations, and loss of appetite (Fortson and Lee, 2004). Symptoms are usually worse after eating and most people experience flare-ups lasting between 2-4 days. Indeed, a key characteristic of IBS is a cycle of relapse and remission (Silk, 2003). Worldwide, IBS affects an estimated 10-20% of the population at any one time, although the figure may be higher because not everyone seeks help for the condition (Hungin et al. 2003; Hungin et al., 2005). IBS can affect both genders of all ages, although it is twice as common in females (Voci and Cramer, 2009). It can occur at any age, but typically develops in individuals who are 20-30 years old (Wangen, 2006). Incidence tends to reduce with age (Wilson et al., 2004). Furthermore, more women report constipation predominant IBS, while more men report diarrhoea predominant IBS (Heitkemper and Jarrett, 2001). Women also tend to report a worsening of symptoms during menstruation, suggesting a hormonal link with IBS (Moore et al., 1998). Despite there being no clear aetiology for IBS, there is a general consensus that it is a multifactorial disorder of a biopsychosocial nature (Allison, 2002). Possible factors involved in its development include an abnormality with how the muscles move food through the digestive tract, pain-sensitive digestive organs, a malfunctioning immune system, a problem between the central nervous system and the digestive system, or an abnormal response to infection. Environmental, dietary, and genetic factors that are as yet known are also suspected to play a role in the aetiology of IBS. Diagnosis A diagnosis of IBS can be made using the Rome III criteria of red flag symptoms (Paterson et al., 1999). According to these criteria, an individual is diagnosed with IBS if they have experienced, for at least 6-months, any of the following symptoms: abdominal pain or discomfort; bloating; or, change in bowel habit. In addition, the individual has to present with abdominal pain or discomfort that is relieved by defecation or associated with changes in bowel frequency or stool formation, and have at least two of the following: altered stool evacuation (i.e. straining, urgency, incomplete evacuation); abdominal bloating (i.e. distension, tension, or hardness); symptoms made worse by eating; mucus from the rectum. Reported lethargy, nausea, backache and bladder symptoms are also indicators that might inform a diagnosis of IBS. Furthermore, there are a number of tests that are carried out to exclude other diagnoses. These include a full blood count, erythrocyte sedimentation rate or plasm a viscosity (screening test), c-reactive protein (found in blood), and, antibody testing for coeliac disease (RCN, 2008). The red flag symptoms that require the individual to be referred to secondary care for further investigation include unintentional and unexplained weight loss, rectal bleeding, and, a family history of bowel or ovarian cancer (NICE, 2008). In people aged 60-years or over, a change in bowel habit lasting more than 6-weeks with looser and/or more frequent stools also acts a red flag. Other indicators for referral include anaemia, abdominal or rectal masses, and inflammatory markers for inflammatory bowel disease (NICE, 2008). Treatment There is no cure for IBS, but it can be managed and controlled through lifestyle changes and medicine. NICE provide clinical guidelines on the management of IBS in primary care, which were developed through input from the National Collaborating Centre for Nursing and Supportive Care (NCC-NSC). These guidelines include the provision of general lifestyle advice, particularly in terms of dietary and physical activity advice (NICE, 2008). The treatment and management of IBS is largely focused on providing individuals with the information required to self-manage their condition through diet, physical activity, and medication for specific symptoms. Dietary advice includes having regular meals, taking time to eat, drinking at least eight cups of water daily, and restricting consumption of tea, coffee, alcohol, fizzy drinks, high-fibre foods, resistant starch (i.e. whole grains, legumes, seeds), and fresh fruit. Individuals with diarrhoea are advised to avoid sorbitol, which is an artificial sweetener found in sugar-free sweets and drinks. Individuals with wind and bloating, on the other hand, are advised to increase intake of oats and linseeds. If diet is assessed as being a key factor in the IBS symptoms, the individual is referred to a dietician for single food avoidance and exclusion diets. In terms of physical activity, individuals who score low in physical activity on the General Practice Physical Activity Questionnaire (GPPAQ) are provided with brief advice and counselling aimed at increasing their activity. The importance of physical activity in the management of IBS cannot be underestimated. Indeed, a study conducted in Sweden demonstrated that even a minimal increase in physical activity can improve symptoms of IBS (n=102) (Johannesson et al., 2011). First-line pharmacological treatment is dependent on the primary symptoms reported by the individual. For example, there is support for the provision of antispasmodic agents such as hyoscine or peppermint oil to control symptoms of abdominal pain and spasms (Ford, 2008). Laxatives are an option for constipation, whilst loperamide is the recommended first choice of antimobility agent for diarrhoea (NICE, 2008). Second-line pharmacological treatment includes the consideration of tricyclic antidepressants for mood and analgesic (pain relieving) effect if first-line treatments do not work (Bell, 2004). Selective serotonin reuptake inhibitors are considered if tricyclic antidepressants do not work. However, due to the potential side-effects of these second-line medications, follow-up after 4-weeks and then every 6-12 months is advised (NICE, 2008). Psychological Implications If individuals with IBS do not respond to second-line pharmacological treatments after 12-months, referral for psychological support such as cognitive behavioural therapy (CBT), hypnotherapy, or psychotherapy requires consideration (NICE, 2008). Indeed, although it is not a life-threatening condition, IBS can result in a great deal of psychological distress. One study found that half of the patients attending IBS clinics presented with a diagnosable psychiatric disorder (Silk, 2003). Anxiety and depression have been reported in people with IBS and stress and major life events have been found to often precede the onset of bowel symptoms (Silk, 2003). Strong associations have been found between IBS and Generalised Anxiety Disorder (GAD), with this comorbidity adding to social impairments (Lee et al., 2009). There is also a higher prevalence of childhood physical and sexual abuse among individuals diagnosed with IBS, further indicating the potential efficacy of providing psychological s upport (Allison, 2002). The psychological impact of IBS is likely to result from that fact that it can be extremely debilitating and can severely impact quality of life (Heitkemper and Jarrett, 2001). Activities of daily living can be detrimentally impacted and individuals with IBS often experience lethargy and fatigue, which can limit physical activity and social life (Jones et al., 2000). Bertram et al. (2001), who conducted focus groups with people diagnosed with IBS, found that the condition resulted in high levels of frustration and social isolation. There was also an inconsistency in how individuals with IBS perceived their illness and how they felt others perceived their illness. In particular, there was frustration with a lack of understanding from family, friends, and colleagues in terms of the severity and unpredictability of the illness. Many participants also felt that health care professionals did not take the illness seriously. There is some evidence, however, to suggest that health profession als attitudes towards IBS are changing. In a study conducted by Nunn (2003), the majority of nurses disagreed with a statement suggesting that patients with IBS were demanding and lazy. Nevertheless, the stigma surrounding IBS can result in individuals with IBS not accessing the support they need. When combined with the general lack of effective treatments for IBS, people often try to treat themselves. It has been estimated that 50% of people with IBS use complementary and alternative medicine (Hussain and Quigley, 2006). The NICE (2008) guidelines on the use of complementary and alternative medicine, however, recommend against encouraging their use, especially acupuncture and reflexology. Economic Implications Evidence suggests that disease relapse and remission accounts for 36-50% of all gastrointestinal consultations, although many patients do not seek help and often attempt to self-treat (Gunn et al., 2003; Parker, 2004). IBS has a significant impact on healthcare resources in both primary and secondary care (Ringstrom et al., 2007). It also contributes to both direct and indirect costs. Evidence suggests that disease relapse and remission accounts for 36-50% of all gastrointestinal consultations, although many patients do not seek help and often attempt to self-treat (Gunn et al., 2003; Parker, 2004). IBS can lead to increased absenteeism at work and higher rates of health care utilisation, making it a public health problem (Talley, 2008). In a systematic review of the economic cost of IBS in the UK and US, total direct cost estimates per patient per year ranged from $348-8750 ( £211.79-5325.25) (calculated for year 2002) (Maxion-Bergemann, Thielecke, and Bergemann, 2006). The average number of days off work per year because of IBS was between 8.5 and 21.6; indirect costs ranged from $355-3344 ( £216.25-2037.04). Of note, however, is that the total costs and cost components of IBS were influenced by factors such as the demographic of the patient group and study variables, such as design and databases used. Further research is needed on the cost-effectiveness of diagnostic procedures and  treatments for IBS in order to help define strategies to help IBS patients improve their quality of life and, in turn, reduce related healthcare and economic costs. Conclusion This essay has outlined the aetiology and epidemiology of Irritable Bowel Syndrome, which is one of the most common gastrointestinal disorders worldwide. IBS is a chronic disorder that cannot be cured, but requires self-management through lifestyle, pharmacological treatments, and psychological support. The direct and indirect costs of the condition are vast due to the relapsing and remitting nature of the symptoms. Due to there being no clear cause for IBS, stigma still exists regarding its seriousness, which can prevent people seeking medical support. In order to reduce the direct and indirect costs of this common, quality of life depleting illness, healthcare professionals need to take it seriously and assist patients in the long-term management of the physically and psychologically limiting symptoms.

Comparing Gothic Romanticism in The Fall of the House of Usher and Lige

Gothic Romanticism in The Fall of the House of Usher and Ligeia The Gothic style found in the majority of Edgar Allen Poe’s short stories is obvious to the average reader. The grotesque, the desolate, the horrible, the mysterious, the ghostly, and, ultimately, the intense fear are all the primary aspects of the stories which are emphasized. But few writers remain uninfluenced from their contemporaries and Poe is no exception. He is clearly a product of his time, which in terms of literature, is called the Romantic era. Poe combines these two threads in almost all of his stories. For this reason critics often call Poe’s style â€Å"Gothic Romanticism.† The two stories â€Å"The Fall of the House of Usher† and â€Å"Ligeia† are very similar to Poe’s other short stories, in that they to have this thread of Gothic Romanticism. The Gothic and Romantic themes can be analyzed separately in each of these two stories but together these themes drive the plot and the ultimate success of each. One common characteristic of Romanticism is the importance of the intuitive and emotional and the rejection of the rational and intellectual. Such is the case in â€Å"Usher.† Those who are skeptical of Poe’s Romantic influences would use this aspect of Romanticism to claim that he is not a Romantic because throughout the story the narrator attempts to explain the unexplainable with the rational. An example of this is when the narrator attributes an â€Å"iciness, a sinking, a sickening of the heart† merely to the â€Å"combination of very natural objects which have the power of thus affecting us† (Poe, â€Å"Usher†). This argument is week because the narrator fails miserably to provide solid rational explanations for these â€Å"strange† events and f... ...ic thread seek to further Poe’s overall goal of terror. Either they develop the character in such a way that would increase the gloomy, mysterious, and supernatural mood of the stories, establish the mood through the setting, or help to further this mood in some other way. The combination of the Romantic thread in these two stories is no different. Poe uses various aspects of Romanticism, such as obscurity and the emphasis of emotion and intuition to increase the terror felt by the reader. But perhaps, the most important aspect of Romanticism is one which is also common in the Gothic tradition is the emphasis on one effect. In the Gothic tradition this single effect is that of terror. â€Å"Ligeia† and â€Å"Usher† are no different in that Poe establishes this terror through the use of his own style of Gothic Romanticism. 2177 1 Marlow Engl. 12 Sect. 37 Comparing Gothic Romanticism in The Fall of the House of Usher and Lige Gothic Romanticism in The Fall of the House of Usher and Ligeia The Gothic style found in the majority of Edgar Allen Poe’s short stories is obvious to the average reader. The grotesque, the desolate, the horrible, the mysterious, the ghostly, and, ultimately, the intense fear are all the primary aspects of the stories which are emphasized. But few writers remain uninfluenced from their contemporaries and Poe is no exception. He is clearly a product of his time, which in terms of literature, is called the Romantic era. Poe combines these two threads in almost all of his stories. For this reason critics often call Poe’s style â€Å"Gothic Romanticism.† The two stories â€Å"The Fall of the House of Usher† and â€Å"Ligeia† are very similar to Poe’s other short stories, in that they to have this thread of Gothic Romanticism. The Gothic and Romantic themes can be analyzed separately in each of these two stories but together these themes drive the plot and the ultimate success of each. One common characteristic of Romanticism is the importance of the intuitive and emotional and the rejection of the rational and intellectual. Such is the case in â€Å"Usher.† Those who are skeptical of Poe’s Romantic influences would use this aspect of Romanticism to claim that he is not a Romantic because throughout the story the narrator attempts to explain the unexplainable with the rational. An example of this is when the narrator attributes an â€Å"iciness, a sinking, a sickening of the heart† merely to the â€Å"combination of very natural objects which have the power of thus affecting us† (Poe, â€Å"Usher†). This argument is week because the narrator fails miserably to provide solid rational explanations for these â€Å"strange† events and f... ...ic thread seek to further Poe’s overall goal of terror. Either they develop the character in such a way that would increase the gloomy, mysterious, and supernatural mood of the stories, establish the mood through the setting, or help to further this mood in some other way. The combination of the Romantic thread in these two stories is no different. Poe uses various aspects of Romanticism, such as obscurity and the emphasis of emotion and intuition to increase the terror felt by the reader. But perhaps, the most important aspect of Romanticism is one which is also common in the Gothic tradition is the emphasis on one effect. In the Gothic tradition this single effect is that of terror. â€Å"Ligeia† and â€Å"Usher† are no different in that Poe establishes this terror through the use of his own style of Gothic Romanticism. 2177 1 Marlow Engl. 12 Sect. 37

Acer Group

The Acer Group Acer global mission statement â€Å"fresh technology enjoyed by everyone, everywhere†. The Acer group allied with other companies is globally one of the largest Manufacturers for PC, computer parts. Mobile computers, network server components etc†¦ Starting in Taiwan, Acer was the market leader in thirteen countries around the world and ranked top five in thirty countries globally.With more than 120 enterprises in 44 countries, supporting dealers and distributers over 100 countries, 23,000plus employees around the world excl Taiwan, , US$500million operation in OEM manufacturing, Concentrating on the 3E market- education, entertainment, e-commerce with all its abilities Acer truly made itself a Global Organization, in 1997. Working with Acer Operating independently, yet working together was one of the features of the Acer Group. Decentralization in organization allowed the Acer employees to become responsible in decision making process.The senior management however tried to preserve the concept of â€Å"Symbiotic common interest†, assuaging any difference of opinion and consolidating them, and keeping up the centralized core. The Acer group had a long term vision to transform as a high-tech global corporation, hence taking a smart step to enter foreign markets by allying with the local distributors, retailers, suppliers, Managers, labor etc. Every region has its own need in case of electronics; Acer kept up to the local needs and customized their products accordingly.A local touch was achieved by Acer with every person associated with be it the customer or supplier or its own employee. The Acer aimed at expanding its manufacturing globally, by setting 17 plants in different countries. However it faced the difficulty in transportation of the materials or assembled parts due to various custom restrictions in each region. Different countries applied ISO regulations independently. Certain times these made it difficult for the Acer to continue the traditional way of working as they had planned.The most affected area was the inventory at the global level. It was difficult to predict the inventory level in the market with rapid changes happening around, moreover the product supply was far away. It was now necessary to set up a centralized kitchen to each production unit to reduce the freight and material handling costs. Hence it adopted the ‘Fast Food Model’, wherein the perishable and non-perishable goods were handled and transported separately as per their need. The inventory turnover was however now reduced to half once the fast food was implemented.Each production unit now had its assembly plant, developed R&D, which helped them in shortening the time and cost of component production to delivery. The quality of service they provided was of the foremost importance. Exploring Chinese Mainland Acer wanted to secure a firm footing in the niche market. After suffering the losses in 1996-97, Acer real ized that to win over the large markets it has first capture the smaller surrounding the larger ones. The big markets like Japan and USA had so many competitors trying to find its place that it was impossible for Acer to step in or sustain.However Acer tried entering USA, facing a big time loss. This Failure motivated the Acer to apply the â€Å"Go† Game philosophy of the WAR. Capture the villages to win over the cities. Hence seeing immense scope in the mainland Acer had plans to set up the unit in the Mainland. The Acer Group assumed that being aware of the Chinese culture and ethics would make them easy to establish in the mainland, however the reality was not very pleasing. Initially the political issues between china and Taiwan since the World War II were the major concern.Neither did Taiwan Govt. allowed the invasion of Acer in China mainland, nor was China willing to welcome the setting of Acer in the mainland. However, later after few years in 1998, Taiwan opened its port for Chinese materials; china was still reluctant to do so. Every exchange of goods happened via the south port of china which increased the freight cost. The manager at Acer still thinks moving to china is a good decision as the political issues seemed to be sorting out to some extent as well the WTO granting them membership.Moreover he assumes to see immense resources which could ascend them to their destination. Yet again, there stood another problem the human resources. Though Taiwan and China are closely related traditionally both share complete different work cultures and ethics. The labor in china though was cheap; no guarantee was given about the reliability. No family bonding, no tax incentives, nothing worked. Moreover, the Taiwanese workforce, whether the manager or labor was reluctant to relocate; reason- safety issues, status and standard of living, higher level of education in Taiwan, ocial living which were genuine! Finding reliable, efficient, skilled work force another major issue Acer has to deal with. Discussion China is emerging country in manufacturing. It possesses abundant resources that could catalyze the success of any growing manufacturing industry. The case study indicates about the plans of Acer as well the problem they are facing implementing it. The sales exhibit shows the drop downs of the company during 1996-97. Reason: move to bigger markets in its first step rather taking smaller ones.Hence capturing the niche is surely a wise decision. China has immense resources in terms of land, workforce, etc. Major PC manufacturers now realized the advantages of moving the plants to china, being among the first ones and nearest ones, Acer should not leave the opportunity of growing, for some hurdles across their way. †¢The Acer groups seems to lack with the international expertise from the previous experiences, networking is important in supply chain;they should associate with the locals to understand work culture of the Chinese labors, the incentive policy.Acer has been hiring the locals, and should follow the same and not force the Taiwanese to relocate. †¢However the senior management will have to relocate, in need of a skilled employee who can centralize the autonomy within each plant. The Taiwanese managers however can be provided with better social living facilities, relocation incentives that could maintain their standards. †¢Setting a plant in sparsely industrialized region, closer to east coast. More employment for the locals- cheap labor plus ready to learn. Maximize information flow; minimize material flow between Taiwan and China to avoid Political conflicts and custom issues by utilizing resources within. †¢Not many major PC manufacturers have their units in China, Setting a unit in China will help Acer to invade Asian and European countries. Reducing operation and transportation efforts and cost. To overcome the past loses, Changes in organizational working is necessary, hence r isk is inevitable! Acer to manufacture in China?! (Review)

Research Project: Margaret Bourke-White Essay

Margaret Bourke – White, an American journalist photographer, was born in New York City on June 14, 1904. She was raised in a strict household. During her time in high school she became the yearbook editor and that is when she started showing her writing talent. Raised in a strict household, Bourke-White attended local public schools in Bound Brook, New Jersey, after her family moved there. In high school Bourke-White served as the yearbook editor and showed promise in her writing talents. After High school she kept on moving back and forth from the East to the Midwest, that was the reason why she attended several different universities. After tried out several different fields of studies, she discovered photography and decided to continue her education in this field. She received her bachelor’s degree in 1927. After her graduation she opened a studio in Cleveland, Ohio. At first she specialized in architectural photography, that was when she started taking pictures of the Otis Steel factory. Her work resulted to be some of the best steel factory pictures of that era, and these earned her national attention, by the publisher Henry Luce in Time magazine. Bourke-White became the associate editor and staff photographer of Fortune magazine, from 1929 till 1935. During that time she became the first western photographer who was allowed to document the Soviet Industry through photographs. That was a trigger to make her think about her work, from taking photographs for advertising, which was very profitable. She changed her perception on photography; she discovered how it is more of a powerful tool used to inform and influence the people, than an artistic medium. In 1937 she started working on a photo essay with Erskine Caldwell, whom she later on married in 1936, on revealing the social conditions in South America. Together they published a book, ‘You Have Seen Their Faces’ with their work from the photo essay, which became her best-known book. Never the less, this photo essay was one of the reasons why she was hired in Life magazine. During her time in Life magazine she composed her most famous single photograph, while covering the Louisville flood. Being a photographer doesn’t only mean taking photographs, but it’s to live and experience what you as a photographer are trying to show the world. It could be very dangerous and you will face a lot of obstacles. Bourke-White had no fear, all she cared about is to document and show the world what was happening. She was the first female photographer to document what was happening during the World War 2, and who was allowed  to work in the combat zones. She went was in Russia during the time Germany boomed Moscow for the first time, and that was when she decided to become a war correspondent. Of course this made her see horrors, which she could have never dreamt of seeing. At first she kept on going back and forth between the US Army Forces on the front lines of North Africa and Italy. During that time She experienced a torpedo attack on a ship she was taking to North Africa. This did not make her change her mind on covering the war, even after the fire she repeatedly came under in Italy in areas of fierce fighting. Her photos showed emotions and revealed the horrors to the war. There we two photographs she took during the war that had a great effect on the American population. The first one was a photo she took in Buchenwald camp, which was published in TIME magazine in 1945. Buchenwald camp was a concentration camp, where thousands of Jews were taken hostage and killed. Margaret was able to take a picture of the Jewish corpses that were piled on top of each other. It was a shocking picture that showed the suffering of the Jews and the cruelty of Nazi German. The second picture showed a Nazi mother who is covering both of her children with a white cloth. The story behind this picture is more shocking that what we saw. This mother killed her children after her husband was killed during the war, and then she ended up committing suicide. After the war was over Bourke White went back to documenting about humanitarian issues, which lead her to India. Two years after the Second World War, partition problems occurred between India and Pakistan that ended to be very violent. She was very keen to record all these horror to show to the world. She took photographs of dead victims with open eyes, streets filled with corpses and refugees with vacant eyes. These pictures touched a lot of people, some of them were displayed at â€Å"the posh shopping center Khan Market† in Delhi, India, and sixty-six of them were added in 2006 in a republished book called, ‘Train to Pakistan’. During her time in India, Bourke White took this chance to go photograph and interview Mohandas K. Gandhi. A lot of people regard her as being very lucky to have taken this interview, because a couple of hours after she left him he was assassinated. Her next destination was South Africa; she spent five month there documenting the unfair social and political treatment of black people and the cruelty of apartheid. After that she decided to fly to South Korea  to document the war that was going on during that time. Unfortunately that was her last trip, she discovered that she had the Parkinson’s disease, in 1956. She didn’t give up and fought back. She started working on her autobiography, Portrait of Myself that was published in 1963. She then died in 1971, due to her illness. Margaret was a strong and determined woman. She didn’t only play a big role in changing the people’s perspectives on the sufferings and problems that were around the world and the reality of things, but also how a woman can do a mans job. This wasn’t something common at that time. She has proved to the world that women can do everything, no matter how hard it is and her work reflected that. She crossed all barriers to make history and became well known around the world.