To Spy or Not to Spy Case Study Example | Topics and Well Written Essays - 500 words

To Spy or Not to Spy - Case Study Example ny is as productive as possible, the incoming CEO intends to implement changes which will require employees to be more productive and managers to be more innovative. The current market situation as identified in the case shows increasing competition and laxity of employees as well as stagnated management which does not recognize the benefits of changes within the contemporary business model. The facts of the case as relating to the key decision makers identified above revolve around the incoming CEO, Schwartz, whose intention to transform the company proposes a series of changes among them an openly refutable suggestion to spy on employees. At the boardroom speech as he was addressing the management, Schwartz makes it know that he was for the idea that right technology was capable of making everything possible. Top management such as Photo, Thuy, and Ali Khan did not seem to agree with the idea that the incoming CEO was trying to impose his philosophy on the the company and forcing everyone else to buy into it. On a rather unfortunate turn of events, Miller, the HR Director seized the opportunity of being the pioneer of presenting and innovation that could enhance the employee output at the company; an idea that Schwartz coined to involve spying of employee’s internet and email activity. In his idea, Miller proposed a data collection program that could be used to monitor productivity but Schwartz idea was highly resisted as it was depriving employees of privacy (Unit 3 Case Study. pp. 1-14) The symptoms occurring on the case represent a number of factors that do not fit within the expectations of every character. Areas of conflict in the case involve the very personal nature of Schwartz and his history with implementing changes. With this fact overly anticipated, most of the managers already have negative opinion about his intentions. Technology as a means to improve performance and productivity is an acceptable factor with a downside every manager disagrees

Surrealism in Advertising; How Beer Became Beer!! Essay Example for Free

Surrealism in Advertising; How Beer Became Beer!! Essay The intention of this essay is to analyse surrealism in advertising and apply the theoretical background of it and the psychoanalytic theory to a 2003/2004 campaign for Tooheys Extra Dry beer, made by BMF Advertising agency. The essay will try and isolate the surrealist appeal and other factors behind this campaign and explain why and how this campaign became one of the most talked-about advertisements and won the gold in Creative Planning Awards as well as silver in Advertising Effectiveness Awards in 2004. Surrealism and Advertising For the description on surrealism and its theories see appendix A. The Product. The product is beer. However, Toohey’s Extra Dry (TED) is different from other beers in many ways. Its packaging is different from other beers in its clear and tall bottle (not dark and wide as other beer bottles). It has a green label that is glued to the clear bottle diagonally instead of in a strait manner and big white dynamic letters stating the ‘Extra Dry’ brand. It is a very young brand, first brewed in 1994 instead of 18xx as other beers. However, its most distinguishing feature is its taste; it is much lighter than other beers. TED is not bitter and it is more like other RTD drinks than beer. The Campaign Tooheys Extra Dry (TED) was a growing brand, even before this campaign was released; however its growth was because of its sub premium price (Nicholas 2004). The clear, tall bottle and an easy taste of the beer could have helped, but it was believed the brand can do better. Previous advertising of TED abided the prevalent beer promotional models throughout the world, the core market being pub going males. The prevailing message was â€Å"have a go at it†. The advertisements were of weir accidents of men who did not drink this beer, and the endline was â€Å"don’t die wondering†. The research done after the campaign proved that the idea was not very successful, however the core problem was the strategy. TEDs positioning was between mainstream beers (Fosters) and premium (Heineken). Its appeal was later described by a young participant in a research group: â€Å"I like Tooheys Extra Dry. When you walk into a party carrying a six pack you don’t look like a scab [by drinking mainstream beer] and you didn’t look like a wanker [by drinking premiums]† Anon. cited in Nicholas (2004) P1 It became apparent that their target audience were young adults who like taking risks. Putting that into the account, the resulting campaign, aimed at people in their early twenties, tried a different approach. It involved an enticing product attribute that was unique, cool and youthful. The new campaigns objectives were: -Establish a connection with 18-24 years old audience -Extend the brand throughout the Australia, mainly Sydney, Perth, Melbourne, South East Queensland and other areas. -Maintain the price premium while achieving growth and increase the profit As previously mentioned, the taste of this beer is the biggest distinguishing featureits the unique selling point. By not emphasising that on its previous campaign, they have not established a truthful distinction and therefore failed. The new campaign strategy was to find out the usual dissatisfaction young (18-24) people have with beer. RTD drinks (ready-to-drink: drinks that are already mixed with spirist, for instance Smirnoff Ice, WKD, VK etc) have been becoming more and more popular and have taken some of the market away from beer. As a result, key dissatisfactions with beer were isolated in a research study. The results were: -Beer is associated with â€Å"old† masculinity i. e. Dad in a pub with his mates -Beer slows you down – it makes you fat and slow -Beer has a bitter taste – it makes it hard to drink in today’s environment that is more focused on sweeter drinks and foods. On the other hand, TED was perceived as a modern drink, drunken by men and women. It is also less filling and therefore does not have the same effect as other beers. Its lack of bitterness is its main feature and is easier to drink. This insight is what led the new campaign. The target audience was set to 18-24 olds as opposed to previous 24-29 year old adults. The goal was to change what the target audience thought of beer and establish the brand not only as the best beer, but the best alcoholic drink altogether. The campaigns proposition was that because of its unique brewing process as little of negative effects from beer can be present (mostly beer breath). This is how the campaign slogan came to be as – clean, crisp taste. This also resolved the key dissatisfaction the target market had with beer. Because of the crucial distinguishing features this campaign had to represent, a special tone of voice was consisted out of three major components. The first component was the youth fun feel that had to be established – therefore party imagery was selected. The pace of the advert had to b just right – a mixture between clubby and pub-like (spirits vs. beer). The next important thing was for the marketers to establish a ‘cool’ feel, youthfulness etc). This is why they used the soon to be famous music track. The commercial The commercial is of a tongue that leaves his owner and goes to search for a tasty beer while its owner sleeps. It goes past several dangers until it finally finds the beer at a party full of young people. It takes the beer and brings it back to his owner. Two posters and a radio commercial were part of this campaign as well. The posters and a detailed description of the commercial can be found in the appendix B. This product has only one memorable utilitarian benefit and that is its light taste. That is why the taste was the focus of this ad – symbolically represented by the tongue, which is the central figure in this add. With the tongue representing taste, this campaign did not state the facts clearly, as in: â€Å"TED has a light taste you will enjoy† but rather used imagery to reflect the product attributes. This all is typical for many surrealistic commercials, as well as the ‘hazardous odyssey’ aspect of it. The tongue was running away from the cat, got almost run over by the car and stomped on the dance floor. It’s blending the real and unreal; the real being the party and the people’s behaviour – and the unreal is obviously the renegade tongue in search of a beer. As previously mentioned, the main target audience was to appeal to young audience; therefore the surrealist appeal was chosen wisely, because of its defiance against conformism (Homer Kahle, 1989). Clubby imagery, music and passionate kissing at the party reinforced this aim. It is generally believed that non-conformism has been the most central aspect of any thing considered as ‘cool’ to the young audiences. Some psychoanalytic theory practices can be detected as well. According to the psychoanalytic theory (Hackley, 2005) and Motivational Research, real buying impulses derive from urges and drives and feelings. The perfect party environment and several sultry images insinuate sexual motives that could hide behind party experiences and alcohol consumption and consequently be the motive for purchase. Another typically surrealist feature is the exaggeration of the human form. The tongue itself is exactly that in this advert, since it can move on its own, is capable of thought and emotion while still remaining just a tongue. The most apparent emotion the tongue portrays is desire. The metamorphosis of the tongue can be explained by the Trickster theory described by Cooper and Petterson in 2000. The tongue would be the trickster; neither good, nor bad but guided by its emotions and desires. This is central to this advert, as it is the desire for the good refreshing ‘clean and crisp’ taste that forces this tongue to take all those risks just to get the Tooheys Extra Dry. The desire is the motivation for the odisseyadic journey. Conclusion The commercial is odd and free from normal association. We do not expect tongues to jump out of out mouths and search for beer. This is the product of the novelty theory assuring the audience will recollect the ad easier. These surreal techniques combined with psychoanalytic theory make the ‘TED wanting tongue’ a hero (survives danger), a partier and a rebel at the same time. The metamorphism and the surrealist technique reinforces the utilitarian claim of the product performance and its claim of ‘clean and crisp’ taste. Appendix A Surrealism is a movement that stared in the early 20th century most acknowledged in France. It is most recognisable by the paintings and other visual representations of it by painters and writers such as Salvador Dali and Bret? n. Surrealists explain the human mind in a manner not before conjured. Andre Bret? ns (1920) definition of surrealism: â€Å"Psychic automatism in its pure state, by which one proposes to express – verbally, or by means of written word, or in any other manner – the actual functioning of thought. Dictated by the thought, in the absence of any control exercised by reason, exempt from any aesthetic or moral concern. † Homer and Kahle (1989) describe surrealism as fee of the stereotyped mental habits belonging to artists and spectator as well. The objects are free from normal association. Isolation, modification, hybridization, incongruity, provocation of accidental encounters, paradox and conceptual bipolarity are the ways through which surrealism achieves the maximum impact. In surrealism, pleasure and free will have total control over everything, including reality. Alcuaz’s (1984) premise is that surrealism as a concept is a state of mind, and attitude and a desire. Magritte, a surrealist painter believed that surrealism is an attack on societies preconceived ideas and predetermined good sence. In surrealism, desire chooses whatever it wants and pleases it; it is not bound by realistic and logical boundaries of perception. Surrealists act defiant to conformism as well. According to Homer and Kahle (1989), advertisers seek surrealist techniques because of their need to gain consumers attention, fuel their fantasies and induce new ways of thinking about previous conceptions. One of the reasons advertising of surrealism works it the so-called novelty theory. Novelty theory is based on the so-called Von Restorff Effect. This basically describes a phenomena that occurs when people are presented with novelty or unexpected items. Their recall of these items was greater and enhanced in the future. Appendix B In the beginning of the ad, we see a young man, sleeping with a woman in a bed. His face is turned towards us. Suddenly, his tongue jumps out of his mouth and embarks on a quest to quench its thirst. It moves in a way that is similar to a worm or a caterpillar. It jumps of the bed and goes down the stairs while being chased by a cat. It narrowly escapes the cat when it jumps through a rail fence and onto a road. While crossing the road it gets almost run over by a car. The tongue then enters a party full of young people. A few shots of the party are shown and we see people dancing and socialising in a crowded house. The tongue is going through the party avoiding being stomped by feet of the dancers. Then it gets stuck on a vinyl player but manages to get off. The tongue successfully manoeuvres past a couple French-kissing and discovers a huge tub full of ice containing several different alcoholic drinks. It manages to get on the edge of the bath and scout the available drinks when it notices a Tooheys Extra Dry on the far side of the tub. After a quick shot of the kissing couple, the tongue dives into the tub full of ice. The underwater environment is clear and crisp. We see the tongue swimming at the bottom of the tub, past many bottles towards Tooheys Extra Dry that is encompassed into ice but still showing its label and the recognisable green colour. The tongue then quickly grabs the bottle much like a python would its prey and jumps out of the tub with it. It then drags it out of the party back to the bedroom and onto the bed climbing back into its owner’s mouth with is main body still wrapped around the beer. This wakes the young man up and he confusingly looks at the Tooheys Extra Dry in his mouth, takes it out and examines the label. The slogan, ‘clean crisp taste’ then appears at the bottom of the screen and the ad is over. Visuals: Source: Source: Nicholas J. (2004) Source: Nicholas J. (2004). These examples used as still photos on billboards and such use surrealistic usage of the product; enforcing the notion of its utilitarian benefit: ‘The Clean Crisp Taste’. References: -Homer, M. Kahle L. R. (1989) A Social adaptation explanation of the effects of surrealism on advertising. Journal of Advertising 15(2) pp. 50-60 -Alcuaz, M. â€Å"Contemporary Idioms of Surrealism. Dreamworks 4(1) pp. 59-69 -Cooper P. Patterson (2000) The Trickster: Creativity in modern Advertising and Branding. Market Research Society Conference. Available at: http://www. warc. com/ArticleCenter/Default.asp? CType=AAID=WORDSEARCH49151Tab=A -Nicholas, J. (2004) Toohey’s Extra Dry – Licking the Beer Category. Account Planning Group Australia. Available at: http://www. warc. com/ArticleCenter/Default. asp? CType=AAID=WORDSEARCH80888Tab=A -Nicholas, J. (2004) Toohey’s Extra Dry ‘Quest’ – Beer advertising that broke the mould. Sales That broke records. Advertising Federation of Australia. Report. Available at: http://www. warc. com/ArticleCenter/Default. asp? CType=AAID=WORDSEARCH85608Tab=A -Hackley, C. (2005) Advertising and Promotion: Communicating Brands. Sage Publications: London.

Peter Druckers Contribution To Management Management Essay

Peter Druckers Contribution To Management Management Essay Peter Drucker is the finest modern management thinker in terms of his groundbreaking ideas on management and business disciplines. This paper will discuss his major contributions to management theory and practice and critically appraise his ideas about marketing, performance management, knowledge economy, managing change and post industrialisation. One of the contributions of Peter Drucker is the theory called Management by Objectives.MBO or Management by Objective emphasize the importance of identifying specific goals for each employee. Afterwards, the organization will then compare and direct their performance against established goals. MBOs main intention is to improve organizational performance through aligning goals and subordinate objective across the organization. Employee often improves their input through identification of goals and setting reasonable time lines. Management by Objectives includes continuous monitoring and feedbacks during the process of reaching goals (Value Based Management 2010). Peter Drucker first created the concept of MBO in 1954 in his book The Practice of Management. As suggested by Drucker, managers must prevent activity trap or being engaged in their daily activities that they often ignore their primary purpose. To improve the effectiveness of a business strategic plan, MBO theories suggested that all managers (not some or few) must engage in the strategic planning process. Another aspect of MBO states that managers must establish various performance systems created to support the firm to remain on the right track. MBO Principles includes cascading objectives and goals of the organization, providing specific goals for every member, encourage participative decision making, established reasonable time line and evaluate performance and give feedbacks (Value Based Management 2010). MBO also introduced the SMART approach for assessing the validity of Objectives that must be SMART: Specific, Measurable, Achievable, Realistic and Time Related (Value Based Management 2010). Specific means setting expected results that are more specific; for instance, rather than stating better customer satisfaction, the goal should increase customer satisfaction score by 12 points employing the customer service survey. Objectives should also be measurable. This may mean that the organization should include their objectives in the review process. They should create measure to determine clearly whether a member has satisfied its objectives or not; for example, please rate the cleanliness of the store ranging from excellent, good, fair and poor (Bogue 2005). Achievable is the next crucial factor in establishing goals. For example, achieving 10 to 20 percent improve customer service is considered achievable while the goals of improving customer service by around 100 to 200 percent is considered unachievable. Being realistic signifies considering uncontrollable circumstances. Realistic objectives should be challenging but not too challenging that the chances of achieving such goal is minimal. Time-based signifies that the organization should set specific time period when the objective should be reached. In other words, objectives should not involve, should increase customer satisfaction by 20 percents but rather it must be should increase customer satisfaction by 20 percent within the next 14 months (Bogue 2005). Peter Drucker also served as the leading authority of entrepreneurship and innovation. According to Drucker (cited in Iowa State University 2010), Innovation consists of finding a new and more effective way of performing tasks. He believes that the organization has seven sources or places to search for innovative opportunities that must be recognized by those people who are interested in venturing entrepreneurship. The first one is the unexpected. Signs of unique opportunity could be unexpected incident, unexpected failure or unexpected success. Any discrepancy regarding reality and what reality should be can also serve as an opportunity to innovate. Innovation can also arise from the process need. If a specific process has a weak link, but individuals involved are used to it rather than solving the issue, this presents an opportunity (Iowa State University 2010). Opportunity for innovation might also emerge in changes in market structure and the industry as well as in the changes in population size, age structure, and employment, level of education and income of a society. Improvements in both scientific and non-scientific information can generate new products and new markets. Furthermore, apart from opportunities, Drucker also presented five principles of innovation so that interested people would be able to exploit what they have realized. The first one is they should start evaluation of the existing opportunity (Iowa State University 2010). Next, they should assess if the target market would be interested with the said innovation. An innovation will also become more effective if it is simple and clearly emphasizes a specific need. Successful innovation often starts small. Entrepreneurs could target a small market niche and as the market grows, the organization would have the time to improve its processes to accommodate the demands of the expanding market. They should also focus on market leadership. Otherwise, the idea would not be innovative enough to become successful (Iowa State University 2010). Drucker also stated that marketing and innovation serve as the two basic functions since the main purpose of entrepreneurship is to create a customer. The remaining functions are considered as costs. If marketers perform their job correctly, which signifies effectively focusing on customer and innovate, and then other business elements will fall into place. He also argued that the main focus of marketing should be ways to sell superfluously-meaning understand the customers that the service and product will become appealing. Therefore, marketing should make customers ready to purchase a specific service or product (Gonzalez n.d.). Subject matters related to management and leadership also serves as another important contribution from Peter Drucker. In fact, he created his own definition of leadership. For Drucker, leadership and management only have few differences in terms of definition. He believes that leadership is not purely about specific characteristics since no leaders will show exactly similar characteristics. Leadership is not also about having a charisma and king-like features (will be discussed later). Leadership is about how people perform their responsibility being a leader-similar to management (Business Listening 2005). One of the foundations of effective leadership is considering the organizations mission and identifying it. Organization should clearly establish that mission. It would be the responsibility of the leaders to establish those goals and priorities with clarity. Similarly, it would be up to the leader to describe and sustain those standards. Another foundation for effective leadership is the leadership responsibility. Successful leaders do not blame others since they are aware that they will take responsibility of any actions made by his/her subordinate. Effective leaders are also not anxious of independent thinking subordinates and they often persuade their team to become more effective members. The leaders responsibility is to share their visions among the group and create a working atmosphere where team members may flourish (Winston-Churchill Leadership 2007). Effective leadership also requires trust; otherwise, leaders will not gain effective followers. Trust can be earned but not through being loved. It does not also signify that subordinates and leaders should have the same opinion. Rather, anything what the leaders say should also reflect on their actions-integrity. If leaders have integrity, then they can be trusted (Winston-Churchill Leadership 2007). Drucker also discussed the dangers of charisma. Examples of those charismatic leaders who are not effective leaders include Mao, Stalin, Mussolini and Hitler. In other words, people should not choose leaders on the basis of charisma. Harry Truman does not have any charisma but everyone became loyal to him since he is an effective and trusted leader. If Truman said yes, he truly means yes. He does not say no to other one, and then yes to the other person concerning the same issue. Another effective leadership without an ounce of charisma is Ronald Reagan since he is very aware what he is capable of and not capable of (Karlgaard 2004). Furthermore, he created a five-part effectiveness model regarding management based on listening skills specifically steps one, two and five. The first step suggests that selecting ways to spend and not to spend time necessitates insistent delegation to avoid spending time on nonessential matters. Even though Drucker did not state it directly, it is clearly the Druckers concept of delegation is about coaching management style, wherein it involves timely listening with their subordinate regarding planning and progress. Direct control management style would discourage effective delegation of duties (Business Listening 2005). The next step is the executive should ask their subordinates what they contribute for the company today and for the future. As Drucker suggested, regardless whether subordinates view is similar is similar to the managers perspectives or not, emphasizing and realizing the value of everybodys roles being a contributor is necessary to the companys overall effectiveness. This is similar to the principles covered by Covey and Goleman regarding self-awareness, listening to one-self and having awareness towards others (e.g. listening to subordinates) (Business Listening 2005). In the fifth step, Drucker focused on the significance of actively searching for competing opinions and requesting regarding the basis for those opinions before selecting courses of action instead of acting based on pre-arranged or implicit consensus. This will need persistent listening with real curiosity to promote development of various opinions and assisting rationales, instead of simply establishing proposal and building consensus around them (Business Listening 2005). Drucker encourages coaching management style since he believes that the next society will become a knowledge economy. Knowledge will serve as an important resource and knowledge workers will become dominant workforce. The three characteristics of knowledge includes borderlessness, upwards mobility and its potential for success and failure. Knowledge is borderless since it can be transferred to another effortlessly. Upward mobility signifies knowledge is readily available through formal education. However, having that knowledge does not signify success since it can also become a failure depending on how people execute that knowledge. Drucker also noted that knowledge economy will heavily rely on knowledge workers (Drucker 2001). Therefore, it would be prudent for leaders to create an atmosphere would help reached knowledge workers to reach their own potential (Business Listening 2005). Critical Appraisal Druckers Ideas However, the question remains whether the principles presented by Drucker are still applicable to the modern management. The most plausible answer is that in general they are still applicable to the modern management. However, all principles whether they are created by Drucker or by other scholars have their own limitations and strengths as well as. One good example is the Management by Objectives. While Management by Objectives presented a foundation for organizations how to achieve goals, it might not be always applicable to all organizations. For instance, MBO is appropriate for knowledge-based enterprises that consist of competent staff. This is also suitable in situations that require tapping the creativity of their employees as well as their self-leadership skills. Management by Objectives is often used by CEOs in multinational corporations for their general managers overseas (Kotelnikov 2001). Another limitation of MBO is that it did not emphasize the significance of the environment as well as other aspects that would affect that satisfaction of goals. These aspects include quality and availability of resources and the influence of stakeholders over the objective (e.g. investors decisions). It did not also emphasize the importance of effectively responding to barriers and issues that are necessary to reach the objective. MBO did not emphasize the effect of the following concepts: limitations of planning, methodology and resources, expanding barriers related managing the information organization as well as the influence of changing environment which could change the business atmosphere and make planned actions inappropriate for the present situation (A Management by Objectives, History and Evolution n.d.). MBO did not emphasize the human nature concern. People across the world establish goals each year but do not follow them until they reach that goals. Objectives should also reflect on behaviour. On the other hand, goal setting often represents best intentions on that moment, aspirations or good ideas. Objectives does not always associate to the degree of execution that is necessary for achieving objectives (A Management by Objectives, History and Evolution n.d.). Another concept that will be assessed is Druckers perception of Effective Leadership. Drucker often emphasize either coaching management style or the delegating leader. However, he may have overlooked that effective leaders does not only delegate tasks or coach their teams. Leaders often made actions based on the situation, also known as situational leadership. The Situational Leadership Theory is not created by Peter Drucker but by Hersey and Blanchard. However, Hersey and Blanchard included delegating style as a part of Situational Leadership. Therefore, it does not necessarily signify that Druckers notions about leadership are wrong, but he only perceive an effective leadership in a limited scope-that is, his principles are only applicable in multinational corporations and other large scale businesses, not for small business management (Innovation and Entrepreneurship n.d.). Unlike the leadership principles presented by Drucker, Hersey and Blanchard believe that an effective leader adjusts their leadership styles. Leaders that employ situational leadership structure change their focus on task and interaction behaviour in order to deal with various levels of follower maturity. Based on the aforementioned information, it seems Drucker did not emphasize the fact that followers have different levels of maturity and some of them are not creative as leaders might expect to their subordinates. Furthermore, Hersey and Blanchard enumerated four possible leadership styles that a leader should employ: delegating, participating, selling and telling styles (Wiley 2006). Managers who employ situational leadership should be able to establish an alternative leadership styles as necessary. In order to do so, leaders should need to understand the maturity of follower in terms of readiness of tasks and employ the best leadership style that would be suitable to the working environment. If the follower maturity is high, then leaders should implement delegating style since this offer limited leadership intervention. If the situation is otherwise, then leaders should employ telling styles that focuses on task directed behaviours (Wiley 2006). Delegating style is not effective for those staff that has low readiness and has insufficient capability to perform tasks. Instead, the coaching management style might suffice in this situation. Other leadership styles that do not fall on the aforementioned categories include participating style and selling style. Therefore, Drucker should have explained when to use and when not to use coach management style and delegating style. Drucker also failed to recognize that an effective leader should be flexible enough to change his leadership style since followers, situations and environmental factors changed over time (Wiley 2006). Drucker believes that leadership is not purely about specific characteristics since no leaders will show exactly similar behaviours (Business Listening 2005). However, he did not consider that effective leaders have common qualities. One of these is the capability of listening, which is ironically speaking, this was acknowledged by Drucker but he did not consider as common features of effective leader. Effective leaders often accept and provide constructive suggestions, provide clear directions, establish and satisfy deadlines and capable of providing formal and informal presentation. Effective leaders often sets as a good role model, assist members in identifying and solving problems, elicits appreciations of members contributions and effectively handle dispute resolution. Other behaviours of an effective leader that was acknowledged by Drucker include delegation of responsibility, capable of developing productive atmosphere and asking questions to team members (The Government of Al berta 2001). While Druckers notion about the importance of innovation holds true in general, innovation itself has own risks and challenges. Because Drucker only provided limited information about taking advantage of innovation opportunities successfully, people often fall on innovation traps. For instance, leaders might always think that they are always ready to consider innovation. While thinking helps entrepreneurs to understand the tools and techniques that they should use to implement innovation, fallacies can disrupt reaching such objectives (Glor n.d). Innovators should have a clear thinking and not a wishful thinking. Another innovation trap is there is only one effective approach to examine innovation, which can be contrary to Druckers five principles of innovation. In other words, Drucker did not focus on the possible barriers that innovators might encounter during planning and implementation process. Successful innovators effectively ignore such barriers. Nevertheless, innovators should also anticipate specific threats and develop actions in order to overcome such problems (Glor n.d). Conclusion Peter Drucker is the finest modern management thinker in terms of his groundbreaking ideas on management and business disciplines. One of the contributions of Peter Drucker is the theory called Management by Objectives.MBO or Management by Objective emphasize the importance of identifying specific goals for each employee. Afterwards, the organization will then compare and direct their performance against established goals. MBOs main intention is to improve organizational performance through aligning goals and subordinate objective across the organization. While Management by Objectives presented a foundation for organizations how to achieve goals, it might not be always applicable to all organizations. For instance, MBO is appropriate for knowledge-based enterprises that consist of competent staff. This is also suitable in situations that require tapping the creativity of their employees as well as their self-leadership skills. Another limitation of MBO is that it did not emphasize the significance of the environment as well as other aspects that would affect that satisfaction of goals. These aspects include quality and availability of resources and the influence of stakeholders over the objective. It did not also emphasize the importance of effectively responding to barriers and issues that are necessary to reach the objective. MBO did not focused on the effect of the following concepts: limitations of planning, methodology and resources, expanding barriers related managing the information organization as well as the influence of changing environment which could change the business atmosphere and make planned actions inappropriate for the present situation. Drucker also stated that marketing and innovation serve as the two basic functions since the main purpose of entrepreneurship is to create a customer. If marketers perform their job correctly, which signifies effectively focusing on customer and innovate, and then other business elements will fall into place. He also argued that the main focus of marketing should be ways to sell superfluously-meaning understand the customers that the service and product will become appealing. Therefore, marketing should make customer ready to purchase a specific service or product. While Druckers notion about the importance of innovation holds true in general, innovation itself has own risks and challenges. Because Drucker only provided limited information about taking advantage of innovation opportunities successfully, people often fall on innovation traps. In other words, Drucker did not focus on the possible barriers that innovators might encounter during planning implementation process. Successful innovators effectively ignore such barriers but innovators should also anticipate specific threats and develop actions in order to overcome such problems. There are no questions regarding Druckers capability, wisdom and intelligence about the management, leadership and entrepreneurship. However, similar to other principles created by scholars, they have their own advantages and disadvantages. In the case of Druckers, it seems that he overlooked stakeholders and environmental factors that influence the success of achieving objectives as well as other barriers that entrepreneurs and innovators might ignore.

Societys Restrictive Roles for Women Exposed in The Awakening Essay

In the late 1800's, as well as the early 1900's, women felt discriminated against by men and by society in general. Men generally held discriminatory and stereotypical views of women. Women had no control over themselves and were perceived to be nothing more than property to men. They were expected to live up to a perfect image that society had created, while trying to comply with their husbands' desires. While many women felt dissatisfied with their lives, they would not come out and say it. However, in 1899, Kate Chopin wrote The Awakening, which showed women that they were not alone. This novel showed the discriminatory views and treatment towards women. It also distinctly indicates the dissatisfaction that women felt in their lives. Because of the roles that society has given them, women are not able to seek and fulfill their own psychological and sexual drives. In The Awakening, Chopin uses Edna Pontellier to show that women do not want to be restricted by the roles th at society has placed on them. Because of the time she lived in, Edna felt oppressed just because she was a woman. Being a married woman and a mother made her feel even more tied down. By looking at the relationship between Edna and her husband, Leonce, we see that men treated women as if they were nothing more than possessions or property. They had no respect for their wives, mothers, or even their daughters as they constantly treated them like housemaids who were there to answer to their every call. Even Edna's father thinks that his daughter is her husband's property. We see this when he says "You are far too lenient, too lenient by far, Leonce. Authority, coercion are what is needed. Put your foot down good and hard; the only way to manage a wife" (Chopin 663). This is her own father telling her husband that he needs to be tougher on her. Chopin is clearly showing the inequality of women here. Nowadays, you would never find a father telling his son-in-law to be harder on his daughter. This was some thing that Edna would not accept. Chopin cleverly adds that it was this same treatment from her father that killed her mother. "The colonel was perhaps unaware he had coerced his own wife into her grave" (Chopin 663). "She would, through habit, have yielded to his desire; not with any sense of submission or obedience to his compelling wishes, but unthinki... ...lso, Chopin shows the effect that society can have on a woman. While some may be able to handle the pressure, others, such as Edna, cannot. This was evident by her suicide. "Consequently, this ending diminishes Edna's stature and perforce reduces the significance of her rebellion" (Conn 165). Although her suicide defeated the purpose of her awakening, which was to be free, Edna was still successful in showing that women do not want to be restricted by the roles that society has placed on them. Bibliography Chopin, Kate. "The Awakening." Literature: Thinking, Reading, and Writing Critically. 2nd ed. Ed. Sylvan Barnet et al. New York: Longman, 1997. 607-699. Aull Ph.D., Felice. "Kate Chopin: The Awakening." Literature, Arts, and Medicine Database. 34th ed. (April 1999). Online. New York University. Internet. 10 April 1999. Available: http://endeavor.med.nyu.edu/lit-med/lit-med-db/topview.html Bender, Brent. "The Teeth of Desire: The Awakening and The Descent of Man." American Literature. Sept. 1991 (459-474). Conn, Peter. The Divided Mind: Ideology and Imagination in America, 1898-1917 (Cambridge: Cambridge Univ. Pr., 1983), pp. 165, 167.

D.H. Lawrence’s “Piano” poem Essay

Bicycle, fish, airplane, hat, card, homework, swing, flower, picture, sunglasses, watermelon, puddle, school bus, and lawnmower are words that connect with people with his or her memories in some way. An instant word can bring memories back into his or her reality. Their memories can be so vivid that their dreams may feel like present day. The stream of consciousness can take one word and recreate your whole past. In the poem, â€Å"Piano†, written by D.H. Lawrence, the narrator is affected by the word piano. A woman sings softly to him while he reminiscences about his childhood and his happy memories of his mother. The narrator feels betrayed by the song that has sparked him to rethink the recollections. In his remembrance, the narrator cries for his lost past. In â€Å"Piano†, D.H. Lawrence conveys the meaning of the poem with very distinct tones in each stanza: in the first, the tone is mellow; in the second, bitterly resentful; and in the third, the narrator is mela ncholic. In the first stanza, the meaning is expressed with the tone that is conveyed as warm, mellow and tranquil. Lawrence uses words and phrases such as â€Å"Softly†(L1) and â€Å"in the dusk†(L1). These words express the atmosphere the narrator is in while he reminisces about his past. The narrator dreams of playing the piano with his mother and being aware of all the senses that he felt. â€Å"Softly†(L1) is also connected with the word piano. In musical terms, piano means to play soft and the word guides you through the song. â€Å"A mother who smiles as she sings†(L4) is a pleasant memory for the narrator because he is unaware of his present surroundings of another woman singing. A mellow tone communicates to the reader that the narrator is in a dream like state of mind. Through the mellow tone the reader can capture a mental picture of what he is imagining. â€Å"A child sitting under the piano, in the boom of the tingling strings†(L3) has connected with the reader of what the narrator is dreaming. The reader feels like he or she exists in his state of mind. The sound of the piano is felt. There is a vivid picture of the narrator connecting with his mother while they play the piano together. The mother and son seem to smile as they play and obliviously they are having a good time. The reader is able to connect with this image because of the warm tone portrayed in his memory. The readers will often recreate their own memories with the same warm tone in their everyday life. The second stanza awkwardly changes into a bitter resentful tone. â€Å"Betrays me back, till the heart of me weeps to belong†(L6) shows that the narrator feels that the song makes him think of pleasant times in the past and the narrator wants to go back to those feelings of his childhood. Lawrence has chosen the specific wording to show the reader that the narrator is resentful towards the song because it reminds him of his past. The usage of â€Å"old Sunday evenings†(L7) depicts the repetition of happy events with the narrator’s mother. The change in the tone contrasts with his warm memories, obviously times have changed for the narrator. The bitterness also shows the reader that the narrator is cynical about letting go of those memories with his mother. The reader understands the narrator’s bitterness because of the image the stanza portrays. The â€Å"insidious mastery of song†(L5) brings out feelings of betrayal in the narrator because he feels that the song is the cause of his memories. The narrator might feel like he was tricked into reminiscing by the song and piano. â€Å"Hymns in the cozy parlor, the tinkling piano our guide†(L8) shows the reader that he was very comfortable with his mother. It also gives the reader a sense a home. For instance, it may remind somebody of the holidays when all of the family is around and enjoying each other’s company. The reader can sense tension between the past and the present of the narrator. The harsh image of the narrator being bitter towards a song seems silly but the reader can understand his bitterness by bringing his or her own memories into account. The third stanza is conveyed as melancholic and sorrowful. The narrator feels that the singer is acting â€Å"vain†(L9) when she begins to sing too loudly. This shows that the narrator feels that the woman should not be in his memory. He shows his selfish side when he wants to reminisce alone. â€Å"Down in the flood of remembrance, I weep like a child for the past†(L12) shows the reader that he wants to be that child again when everything was happy. He cries because he cannot go back to that time. Because of the image  of the narrator as a grown man crying, the reader feels sorry for the narrator. Him crying gives the reader a clue that the narrator is proud enough to cry but also depressed about the narrator’s own situation. The visual image and meaning in the third stanza is portrayed through the melancholic tone. The reader can sense many emotions that are connected with the narrator and his past. The sadness he feels is shown through his weeping. The narrator obviously had a loving, deep connection with his childhood for him to feel this way. The reader also feels a little discomforted because of the intimacy of the reader and the narrator’s expression of grief. In everyday life, people do not usually express their sadness with such an open relationship, especially for grown men. The third stanza lets the reader confront the reminiscing feelings that we all share with the narrator. Lawrence uses specific words, phrases, and mood to convey the visual image through his poem. The meaning of the poem is suggested through each stanza’s tone. With each changing emotion the reader feels that himself or herself are incorporated into the mood of the narrator’s feelings. A humanizing touch is needed for the reader to feel connected with the poem. Lawrence uses strong words and simple sentences to juxtapose the piano playing in the narrator’s memories with the lyrical, emotional, and musical stanzas. The three distinct stanzas that convey the meaning of the poem are mellow, bitter, and melancholic that describes the narrator’s feelings as well as many other readers as they read the poem.

Essay on A and P

Essay on A and P Essay on A and P Histology Laszlo Vass, Ed.D. Version 42-0013-00-01 Lab RepoRt assistant This document is not meant to be a substitute for a formal laboratory report. The Lab Report Assistant is simply a summary of the experiment’s questions, diagrams if needed, and data tables that should be addressed in a formal lab report. The intent is to facilitate students’ writing of lab reports by providing this information in an editable file which can be sent to an instructor. Purpose What is the purpose of this exercise? To look at cells through I microscope Are there any safety concerns associated with this exercise? If so, list what they are and what precautions should be taken. Be careful with the microscope, make sure you hold it right. Exercise 1: Epithelial Tissue Data Table 1: Epithelial Tissue Observations TISSUE TYPE OBSERVATIONS Simple Squamous Many little circles, with large circles surrounded by horizontal long cells (purple) Simple Cuboidal Long skinny cells, in no apparent order, with a larger odd shaped call with thick walls next to it. (purple) Simple Columnar (stomach) One long straight mass of cells with smaller circular cells next to it with and uneven edge (purple) Simple Columnar (duodenum) Column shaped cells not in a straight line with cube like cells below it (pinkish-purple) Stratified Squamous (keratinized) Long mass of cells, horizontal, with oval shaped mass of cells next to it (purple) Stratified Squamous (non-keratinized) A bunch of cells in little ovals Pseudostratified Ciliated Columnar Thin line in a rounded shape with circular cells in the middle and longer thicker cells on the side (purple) Transitional Almost paisley looking cells in a not straight organization (red/purple) Stratified Cuboidal (online) Circles of cubed cells Stratified Columnar (online) Column cells in a rounded shape with cube cells on one side and blank on the other Questions A. Why is the study of histology important in the overall understanding of anatomy and physiology? So you can actually see what the cells and tissues inside your own body look like and why they look like that in a functional way. B. How are epithelial tissues named? They are named after what function they perform. C. Why are some epithelial tissues stratified? They are the cells that are attached to the deepest layer of the basement membrane. D. Unlike squamous cells, cuboidal and columnar cells have large, open cytoplasm. Which functions of epithelial tissue are supported by having such big cells? They need a lot of space to house the organelles required to process materials taken up into the cell. E. Look at the following drawings and identify each type of epithelial tissue: 1. stratisfied squamous keratinized 2. simple columnar 3. pseudostratisfied columnar 4. stratisfied squamous nonkeritanized Exercise 2: Connective Tissue obseRvations Data Table 2: Connective Tissue Tissue Amount and Shape of Cells Amount of Matrix Are there fibers? If so, are they parallel or scattered? Mesenchyme (online) Many tadpole looking cells A lot scattered Aerolar (online) A lot of cells ranging in shape Medium amount scattered Adipose (online) Many circles next to each other Not much no Dense Irregular (online) Long cells, many Very little parallel Reticular Many circle cells in between lines Not much scattered Dense Regular: Tendon Many in straight lines A good amount parallel Hyaline Cartilage Not many circular cells surrounded by open space A lot no Elastic Cartilage Many oval like cells Not much no Fibrocartilage A good amount of long cells A lot parallel Compact Bone Large cirles surrounded by smaller circles like a tree trunk A

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Research one of the formulas in Statistics that we will cover and Project

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Eye witness account - Assignment Example There are no tables, no seats, just a long table. The darkness sets in, Kim is sent to work in the chief’s house. He brings leftovers home. The family eats them up hungrily and happily that they can get extra food. As days pass, Kim has scars, he is abused by the chief’s boys. The family suffers malnutrition. They look thin and sickly. The new people do not converse, everyone runs their life and does their job. They work for more than twelve hours a day in community gardens and rice fields. Twice a week they meet for a meeting under the chief for an hour or more. The Angkar government is all they hear of. Landmines are on the edges of the place to protect the people. If people are sent to work there, they are blown off and soldiers shoot them to kill. No religion is practiced. All areas of worship are destroyed. The temple ruins are full of art, animals of the wild, gods and goddesses sculptured and drawn. Monks are killed if they do not convert to Angkar. The working hours increase and young men are forcefully recruited to be soldiers. Khouy is forced to marry a young girl to avoid recruitment. Soldiers rape young women and the families can do nothing. The slavery and bondage goes

Freedom and Human Rights in Orwells 1984 Essay Example | Topics and Well Written Essays - 1750 words

Freedom and Human Rights in Orwells 1984 - Essay Example The issues of freedom and human rights are discussed further on. A process of individual’s degradation in the face of oppression and intimidation is shown by Orwell. It is interesting to trace individual’s transformation from an independent citizen to a dependant person oppressed by a perverted socialism. A novel’s background Socialism by itself is not destructive. It is more relevant to look at its rulers and discuss their history. In accordance with Marx, a great philosopher of socialism: â€Å"revolutionary violence was inevitable since those in power will never voluntarily relinquish their position, and he viewed the future communist society as the redemption of that nightmare of history that we have had hitherto† (Scaliger, 2007). Another position is expressed by Orwell. Socialists showed violence to fight against violence; an example of the Soviet Union shows to us that the society based on violence would lead to freedom opposition. Therefore, it is necessary to develop human rights protection laws and take control over freedom achievement in the society. A political form of Socialism is not bad in its essence. It is better to reach socialism by democratic means and not through violence. Orwell shows that working people have their own ethical concerns creating a bridge for decency development under socialism (Deery, 2005). Consequently, Orwell is positioned as an ethical socialist, who is focused on the basic moral values of working people and he does not want that people would lose them. Social justice for Orwell can be reached in case liberty, equality and fraternity are preserved. It is interesting to discuss external factors influencing on conceptual representation of freedom by Orwell (Deery, 2005). In accordance with Marx and Engels, freedom is an integrative part of self-determination. In reality, freedom has a broader meaning; it should be clarified that freedom â€Å"means being in charge for one’s own life and being able to reveal the highest potential of an individual† (Scaliger, 2007). In this utopian novel, Orwell created a satire of an ideal type of socialism. Stalinist practices and Trotsky’s practices provided Orwell with fruitful information about the cruel and violent regime, degrading human souls. The world order reinvented by Orw ell is an interesting fantasy of a writer: â€Å"His narrative gifts having flowered during the ugliest days of Stalinism and soared at a time when such ideas were in the air, he thereupon extrapolated Stalin's system and Burnham's schemes--worldwide and into eternity† (Deery, 2005). Freedom in the novel An interesting vision of freedom provided by Orwell is appealing for contemporaries as well: â€Å"Freedom is the freedom to say that two plus two make four" (Orwell, p. 69). The Party is intimidated by the emergence of extra-linguistic reality and by the fact that some global issues may be intimidating for the whole society. It is easier and more convenient for the Big Brother to reshape the minds of his people, take away a hope from them and transform their skills into a motive force for socialism. For Winston, the Party is bad, because â€Å"its infallibility, or freedom from the strictures of falsifiability, is buttressed by its ability to impose, through Foucauldian di sciplinary techniques, a radically groundless regime of purely local and discontinuous epistemes† (Orwell, p. 45). We can see that there is an internal and external fight for freedom among the main characters of Orwell’

American Indians and horse culture Essay Example | Topics and Well Written Essays - 1000 words

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The Federal Registers Executive Order in Public policy Essay

The Federal Registers Executive Order in Public policy - Essay Example The president quoted a number of cases where the discussions on the security issues about Somalia were evident (Obama, 2010). These include the resolutions by United Nations Security Council, which took place between the year 2001 and 2009. The president also quoted the resolutions on US national security and policies on foreign affairs affecting the State, which took place in May 2009 (Obama, 2010). The orders concurred with the Office of Foreign Assets Control’s (OFAC) that dealt with sanctions to specific persons of USA who violated the US foreign-based business procedures. The main target group in this sanction included the following: individuals collaborating with pirates and armed robbers along Somalia coast and those who arm the pirates (Obama, 2010). The order also applies to those threatening the 2008 Djibouti Agreement and Transitional Federal Institutions including African Union Mission in Somalia (AMISOM), and any other threatening persons to peacekeeping missions and humanitarian groups in Somalia (Obama, 2010). Any person who involves himself in offering military training or supplying destructive equipments to the pirates could face seizing of his property in or out of USA (Obama, 2010). The implementation of the order took place immediately the president signed the law. The congress received a letter from the president’s office and made a clarification of the order to the treasury for implementation (Obama, 2010). The report of the order reached OFAC, which issued the list of the affected people to the media houses. The order received a boost from the media housed who announced that the law was in effect immediately after the president’s signature. The media also made the blacklisted list public (Obama, 2010). The order generated confusion among insurance companies and shipping industries. This is because most of the shipping companies have insured their

Freedom and Human Rights in Orwells 1984 Essay Example | Topics and Well Written Essays - 1750 words

Freedom and Human Rights in Orwells 1984 - Essay Example The issues of freedom and human rights are discussed further on. A process of individual’s degradation in the face of oppression and intimidation is shown by Orwell. It is interesting to trace individual’s transformation from an independent citizen to a dependant person oppressed by a perverted socialism. A novel’s background Socialism by itself is not destructive. It is more relevant to look at its rulers and discuss their history. In accordance with Marx, a great philosopher of socialism: â€Å"revolutionary violence was inevitable since those in power will never voluntarily relinquish their position, and he viewed the future communist society as the redemption of that nightmare of history that we have had hitherto† (Scaliger, 2007). Another position is expressed by Orwell. Socialists showed violence to fight against violence; an example of the Soviet Union shows to us that the society based on violence would lead to freedom opposition. Therefore, it is necessary to develop human rights protection laws and take control over freedom achievement in the society. A political form of Socialism is not bad in its essence. It is better to reach socialism by democratic means and not through violence. Orwell shows that working people have their own ethical concerns creating a bridge for decency development under socialism (Deery, 2005). Consequently, Orwell is positioned as an ethical socialist, who is focused on the basic moral values of working people and he does not want that people would lose them. Social justice for Orwell can be reached in case liberty, equality and fraternity are preserved. It is interesting to discuss external factors influencing on conceptual representation of freedom by Orwell (Deery, 2005). In accordance with Marx and Engels, freedom is an integrative part of self-determination. In reality, freedom has a broader meaning; it should be clarified that freedom â€Å"means being in charge for one’s own life and being able to reveal the highest potential of an individual† (Scaliger, 2007). In this utopian novel, Orwell created a satire of an ideal type of socialism. Stalinist practices and Trotsky’s practices provided Orwell with fruitful information about the cruel and violent regime, degrading human souls. The world order reinvented by Orw ell is an interesting fantasy of a writer: â€Å"His narrative gifts having flowered during the ugliest days of Stalinism and soared at a time when such ideas were in the air, he thereupon extrapolated Stalin's system and Burnham's schemes--worldwide and into eternity† (Deery, 2005). Freedom in the novel An interesting vision of freedom provided by Orwell is appealing for contemporaries as well: â€Å"Freedom is the freedom to say that two plus two make four" (Orwell, p. 69). The Party is intimidated by the emergence of extra-linguistic reality and by the fact that some global issues may be intimidating for the whole society. It is easier and more convenient for the Big Brother to reshape the minds of his people, take away a hope from them and transform their skills into a motive force for socialism. For Winston, the Party is bad, because â€Å"its infallibility, or freedom from the strictures of falsifiability, is buttressed by its ability to impose, through Foucauldian di sciplinary techniques, a radically groundless regime of purely local and discontinuous epistemes† (Orwell, p. 45). We can see that there is an internal and external fight for freedom among the main characters of Orwell’

The Federal Registers Executive Order in Public policy Essay

The Federal Registers Executive Order in Public policy - Essay Example The president quoted a number of cases where the discussions on the security issues about Somalia were evident (Obama, 2010). These include the resolutions by United Nations Security Council, which took place between the year 2001 and 2009. The president also quoted the resolutions on US national security and policies on foreign affairs affecting the State, which took place in May 2009 (Obama, 2010). The orders concurred with the Office of Foreign Assets Control’s (OFAC) that dealt with sanctions to specific persons of USA who violated the US foreign-based business procedures. The main target group in this sanction included the following: individuals collaborating with pirates and armed robbers along Somalia coast and those who arm the pirates (Obama, 2010). The order also applies to those threatening the 2008 Djibouti Agreement and Transitional Federal Institutions including African Union Mission in Somalia (AMISOM), and any other threatening persons to peacekeeping missions and humanitarian groups in Somalia (Obama, 2010). Any person who involves himself in offering military training or supplying destructive equipments to the pirates could face seizing of his property in or out of USA (Obama, 2010). The implementation of the order took place immediately the president signed the law. The congress received a letter from the president’s office and made a clarification of the order to the treasury for implementation (Obama, 2010). The report of the order reached OFAC, which issued the list of the affected people to the media houses. The order received a boost from the media housed who announced that the law was in effect immediately after the president’s signature. The media also made the blacklisted list public (Obama, 2010). The order generated confusion among insurance companies and shipping industries. This is because most of the shipping companies have insured their

Gender differences in the effects of divorce Essay Example for Free

Gender differences in the effects of divorce Essay Besides behaviour differences among children of divorced and intact families, there are also gender differences to consider. Hyatt suggests that boys and girls react differently to parental divorce. Boys tend to create more behavioural problems in school than girls do. Boys’ self-esteem tends to decline as a result of divorce and they seek constant attention from the teacher and disturb class with irrelevant talks. Their effort in school work also decline. Hyatt mentions that boys are more prone to difficulty of losing contact to their father hence regular communication with the father can help these adjustment problems. Girls’ behaviour in school after parental divorce is not as noticeable as boys because they do not manifest their difficulties by acting out in class. Rather, they tend to become more anxious or unhappy or showing over controlled good behaviour. Another findings concerning gender difference in the effects of divorce is that girls do accept help from their teachers unlike boys. This is because girls see their school as a place where they can be supported during divorce while boys conduct socially unacceptable behaviour. School Behaviour of Children of Divorced Families Human beings grow by constantly adapting to new environment therefore adapting to an environment is part of life cycle. Children’s educational place can be divided into home, school and the society. The child and environment continuously interact and the school takes over large part of a child’s life. Therefore as well as having a settled family life, school period is also important in determining how children might turn out in the future. School is a place where children enjoy, and gain sense of satisfaction by experiencing various activities and maintain harmonized relationships with the teachers and other students. Similarly, school adjustment is defines as taking interest in school environment and feel comfortable being in school with other children. This adjustment reflects on their school achievement and development. For instance, children who enjoy being in school and participate in school activities are likely to gain more educational experiences than those who have adjustment disorder. Liebman defines school adjustment disorder as excessive reaction where individuals are unable to harmonize with the school environment and other students which will prohibit individual development. Children of divorced families are likely to have more difficulties in school adjustment than those of children from intact families. Berbe suggests that children with adjustment disorder tend to attract teacher’s attention by inappropriate questions in class, distract other children and find it hard to pay attention in class. They also refuse teacher’s request and are often disobedient. And if they continue to show irresponsible academic behaviour, it leads to serious adjustment disorder. Heck’s idea is also similar to Berbe’s suggestion that children with adjustment disorder problems are frequently absent and tend to be oppositional in class. However, it is difficult to judge the cause of maladjustment solely on divorce. How children respond to above stress can vary from a child to child. It can differ according to their age, gender or disposition and the environment includes economic stature of parents, social approval rating of parents and family conflict. Variables are categorized as they may affect children’s school adjustment into demographic differences and family variables. Demographic differences include race, gender, and parental socioeconomic status and family variables include relationships, organisation, control, social support, mother rejection and father rejection. Behaviour of children of divorced in school As mentioned earlier, children from divorced families appear to have difficulty in academic achievement and relationship with other children at school than children from intact families. The cause of this should not be looked at solely on the primary factor which is divorce. Secondary factors are to be considered as well, such as the change in socioeconomic structure and resources after divorce. For example, as mentioned earlier, economic loss, poor parental adjustment, lack of parental competence and parental loss can cause behavioural problems. As mentioned in the section of ‘Comparison between children of divorce and intact families’, women’s standard of living is reduced by 29 % after divorce and absence of father can have negative influence on children more on boys than girls. Regarding studies on children’s maladjustment behaviour, Liner categorizes disorder behaviour as: ? action-out behaviour like hitting someone and being aggressive ? withdrawing behaviour: very quiet, sucking fingers, restricted behaviour ? defensive behaviour: lying, ignoring ? disorganised behaviour: escaping from reality Similarly, Wickman describes behaviour of children with adjustment disorder as: ? immoral, dishonest, in resistance to authority, stealer, cheater, disobedient, rude and rebellious ? often violates regulation of class, careless, loses interest in study, negligent and trustless ? exaggerated and offensive personality ? unsociable, overly sensitive, and liar Based on experience, as a teacher of young children, those from divorced families have lower academic achievement, are socially isolated, overly sensitive, either humiliate themselves or boast and show negative behaviour in class. Specifically, their academic grade is poorer than it used to be and they do not try to socialize with others in class. Further, they often seem absent-minded and tend to change their mood easily. If they are scolded for not doing their homework or asked to answer something they do not know, they use violent language in response. They also suffer from headache and easily get tired. This behaviour of children can also be explained by Rotter’s theory of locus of control. Locus of control refers to how individuals attribute the cause of their behaviour to internal or external forces. In applying to children of divorced families, children who have internal locus of control believe that if their parents are divorced, it is their fate. Therefore these children are able to handle any difficulties and feel less psychological distress. In contrast, children who have external locus of control believe that if they do not perform well in school, they tend to blame external factors such as parental divorce rather than blame themselves. Hence, these children are likely to suffer from severe distress than those who have internal locus of control. When elementary school children experience parents’ divorce, they can become aggressive and develop sense fear and sorrow. Some children also imagine reunion of their parents. And they also explain that children’s school behaviour depend on how they are treated at home. As per experience, the relationship between custodial parent and the child seem to have a large impact. Prior research says that the relationship between the behaviour of custodial parents and children’s school adjustment illustrate that the attitude of custodial parents has large influence on children’s school achievement. Mothers’ affection can influence enormously on developing children’s social skills. From mother-child relationship, children learn responsibility, self-control and social skills, hence, hostile attitude towards children can act as hindrance in developing social skills. Therefore one can learn that the attitude of custodial parent becomes important factor which influence children’s school adjustment.

Fluid Catalytic Cracking Process Engineering Essay

Fluid Catalytic Cracking Process Engineering Essay INTRODUCTION Fluid catalytic cracking process, which is now more than 60 years old, is the cornerstone of most of the petroleum refineries. It has proven to be the most-efficient process available for the conversion of gas oils and residue into more valuable lighter hydrocarbons. Many refiners consider the catalytic cracking process to be the highest profit generating unit in the entire refinery. In earlier times, Fluid Catalytic Cracking Unit (FCCU) was operated broadly in two modes, they are; Maximum gasoline mode Maximum distillate mode But with the advent of Reformulated gasoline (RFG), these are now operated in maximum olefin mode. FCCU is a very sophisticated unit with many factors affecting each other and the overall process. In some processes investigation of factors impact is done by changing one factor at a time while keeping other factors constant. In case of FCCU it is almost practically impossible to obtain a clear indication; as, change in one single factor leads to change(s) in one or more other factors. This whole phenomenon is a natural consequence of the heat balance of FCCU. If the unit is to operate at steady state, then the unit has to be in heat balance condition. At this stage the heat requirement in the reactor is satisfied by burning coke in the regenerator and transferring the energy to the reactor through circulating hot catalyst. Heat balance around the reactor-regenerator can be used to predict the effects of process changes although the exact degree of the changes may be difficult to estab lish. It is one step at a time thought process and rather difficult to pin down exact numbers without a careful study of yields and coke laydown rates as affected by changing variables. In this work a plant data is taken as reference and based on that, calculations have been done to find out the net heat of endothermic reactions occurring in the riser reactor, assuming that the unit is operating at steady state and that the riser is an isothermal one. Then as per the products slate, a 7-lumped model is considered from various literatures and based on the kinetics of reactions, rate equations are formed and with the knowledge of available kinetic parameters the differential temperature drops along the height of the riser are calculated. PROCESS DESCRIPTION More than a dozen types of FCCU are operating worldwide. But the basic designs of all these type remain the same. FCCU comprises of two parts; Riser reactor, in which catalytic cracking reactions occur Regenerator, in which burning of coke (deposited during cracking) from the catalytic sites is done Figure 1 shows a schematic diagram of a typical FCCU. The feed is preheated in a furnace and (Figure: 1- Schematic Diagram of a typical FCCU) injected at the bottom of the riser along with a small amount of steam. This steam helps in dispersion of feed, good atomization and reduces coke formation by decreasing the partial pressure of hydrocarbon vapours. The feed is subsequently vaporized when it comes in contact with the hot catalyst from regenerator. The hydrocarbon vapours so formed undergo endothermic cracking reactions on their way up through the riser. The expansion of product vapours occurs through the length of the riser and the gas velocity increases with decreasing gas density. Hot catalyst particles provide the sensible heat and latent heat requirements for vaporizing the liquid feed and also endothermic heat of reaction for the cracking reactions. After a certain distance from the entry zone of the riser, the liquid feed is completely vaporized. Cracking reactions continue with the vapours moving up in the riser and the temperature is dropped along the length of the riser due to endothermic nature of cracking. The catalytic cracking is started and also completed in a very short period of time inside the riser reactor in which the catalyst is pushed upward by incorporating steam at various locations along the length of the riser and hydrocarbon vapours. Mixture of catalyst and hydrocarbon vapour travels up in the riser into the reactors. Steams injected at different locations in the riser are as follows, Fluffing steam at the bottom of the riser Dispersion steam along with fresh feed injectors Riser dilution steam above the fresh feed injectors Dispersion steam along with recycle stream injectors Aeration steam into the riser J bend to fluidize the catalyst Along with this some other locations are there where steam is injected. They are as follows; Spent catalyst standpipe aeration steam Regenerated catalyst standpipe aeration steam Reactor quench steam Reactor dome steam Post riser quench steam Stripping steam into strippers Mixture of catalyst and hydrocarbon vapour is discharged from the riser to the riser cyclone assembly. The bulk of the spent catalyst is separated from product vapours in the cyclone assembly. If necessary the vapours leaving the riser cyclones are routed into secondary cyclone assembly located inside the reactor vessel. Separated catalysts flow through each cyclone dip leg into the stripper. Product vapours leave the reactor cyclones and flow into the main fractionator through the reactor overhead vapour line. Quench steam is injected inside the reactor vessel to reduce the temperature, so as to minimize post riser thermal cracking reactions and coke formation. Reactor dome steam is provided to sweep hydrocarbons and avoid dead areas on top of the reactor vessel that may lead to thermal cracking and coking in that area. The separated catalyst from the riser and reactor cyclone assemblies enters the catalyst stripper. As the catalyst flows down the stripper, it gets stripped off the entrained hydrocarbon vapours by the up flowing steam. Stripping enhances the product recovery and reduces the carryover of hydrocarbon to the regenerator along with the spent catalyst thereof. Fluffing steam ensures the fluidization of the circulating catalyst. Stripped catalyst from the stripper flows into the regenerator dense bed through the spent catalyst standpipe (SCSP). Catalyst level in the stripper is maintained by spent catalyst slide valve (SCSV). Aeration steam is provided in the SCSP to ensure proper flow and fluidization of spent catalyst. Coke adsorbed on the spent catalyst during cracking reaction is been removed in the regenerator by burning off the coke with air. Air is supplied from the air blower to the regenerator through multiple distributors. Air is also introduced at different locations of the regenerator, they are as follows; T-grid air Regenerated catalyst standpipe (RCSP) hopper aeration air RCSP aeration air Regenerator fluffing air at the bottom near the J bend The regenerator can be operated in two modes; Partial combustion mode Complete combustion mode For partial combustion mode, a CO boiler is needed to convert CO to CO2. The current discussion is for complete combustion mode regenerator. Flue gas from the regenerated dense bed flows to the two stage regenerator cyclone assembly. Here the entrained catalyst is separated from the flue gas. The separated catalyst flows back to the dense bed through cyclone dip legs. Flue gas from the cyclone flows out from top of the regenerator through a flue gas line. Total air flow to the regenerator is regulated based on the desired level of oxygen in flue gas. Too low O2 concentration will cause coke build up on regenerated catalyst and CO release from regenerator. Too high O2 concentration will lead to regenerator cooling. So, regenerator flue gas is regularly examined for O2, CO, CO2, NO2, SO2 analysis. FEED CHARACTERIZATION The only constant in FCC operation is the frequent change in feedstock quality. Thats why two feeds with similar boiling point ranges can exhibit huge differences in cracking performance and product yields. Feed characterization is one of the most important activities in monitoring the FCC process. Feed characterization is the process of determining physical and chemical properties of the feed. Understanding feed properties and also knowing their impact on units performance is an essential thing. Trouble shooting, catalyst selection, unit optimization and subsequent process evaluation, all depend on feedstock. Feed characterization relates product yields and qualities to feed quality. Analytical techniques like mass spectrometry are sophisticated and not practical for determining complete composition of FCC feedstock. Simpler empirical correlations are often used. They are as follows; oAPI gravity and UOP K Boiling range Average boiling point Carbon residue Metals Sulphur, Nitrogen and Oxygen oAPI gravity and UOP K It is a specific gravity relating the density of oil to the density of water. The empirical formula for this is; oAPI 131.5 (3.1) Feed to an FCC can range from 15o to 45o API. If the API gravity increases the charge stock will crack more readily and for the same reaction temperature there will be greater conversion. Secondly at a constant conversion level, there will be greater gasoline yield with slightly lower octane. A rough indication of the quantities of paraffin present is a characterization factor which relates boiling point to specific gravity, is called the UOP K factor. This is given by; (3.2) Where: CABP = cubic average boiling point, oR SG = specific gravity at 60 oF Higher the UOP K value more is the paraffinic nature of the feedstock. Boiling Range The boiling range of FCC feed varies from an initial point of 500oF to an endpoint of about 1000oF. There are two boiling point ranges which are used to describe the lighter material in the feed. They are; Per cent over 430oF Per cent over 650oF The first quantifies the amount of gasoline in the feed. The second one quantifies the light fuel oil in the charge. Average boiling point Average boiling point of the FCC feed depends on the average molecular weight. An increase in average boiling point and molecular weight will typically cause the following; The charge will crack more readily, so at constant reactor temperature conversion will increase At constant conversion, yield of C4 and lighter will decrease Olefinic content of the product will decrease Regenerator temperature will tend to rise At constant conversion, the gasoline yield will increase about 1% for an increase in the molecular weight of 20. Carbon residue The carbon residue of a feedstock is an indirect measure of its coke producing nature. Values may be determined by either Conradson or Ramsbottom methods. The carbon residue can be a useful number for determining possible contamination in storage. Entrainment in vacuum tower is a common cause of increased carbon residue. Colour may be used to approximately evaluate the carbon content of the feedstock. Darker stocks tend to have higher carbon residues. Metals Organometallic compounds in the FCC feed can cause serious overcracking if the metals deposit on the catalyst. The cleanliness of a chargestock is given by a metals factor: Fm = Fe + V + 10 (Ni + Cu) (3.3) Where: Fm = Metals Factor Fe = Iron concentration V = Vanadium concentration Ni = Nickel concentration Cu = Copper concentration All metal concentrations are ppm by weight in the feed. A factor of 1.0 is considered safe, over 3.0 indicate a danger of poisoning of catalyst. Sulfur, Nitrogen, Oxygen Sulfur is as undesirable in FCC feed as it is in the feed to most of the refining units, causing corrosion of the equipment and increased difficulty in treating products. At 50% conversion about 35% sulfur charged is converted to H2S, and at 70% conversion the figure will rise to 50%. Nitrogen produces NH3 and CN- in the reactors, and NOx and trace quantities of NH3 in the regenerator. These NH3 and CN- cause plugging and corrosion, while the NOx and NH3 in the flue gas cause environmental problems. Gas oil will absorb oxygen in storage unless the tanks are gas blanketed. This oxygen will combine with the compounds in the oil at about 450oF to form gum, which fouls heat exchangers. FCC REACTION CHEMISTRY Cracking reactions are predominantly catalytic, but some non-selective thermal cracking reactions do take place. The two processes proceed via different chemistry. The occurrence of both the reactions is confirmed by distribution of products. Catalytic cracking proceeds mainly via carbenium ion intermediates. There are three dominant reactions in cracking are catalytic cracking, isomerization, hydrogen transfer. The idealized reaction classes are tabled below with specific reactions to support them. (Table: 1 idealized reactions of importance in FCCU) Reaction classes Specific reactions Cracking n-C10H22 n-C7H16 + C3H6 ; 1-C8H16 2C4H8 Hydrogen transfer 4C6H12 3C6H14 + C6H6 ; cyclo-C6H12 + 3 1-C5H10 3n-C5H12 + C6H6 Isomerization 1-C4H8 trans-2-C4H8 ; n-C6H10 iso-C4H10 ; o-C6H4(CH3)2 m- C6H4(CH3)2 Transalkylation C6H6 + m- C6H4(CH3)2 2C6H5CH3 Cyclization 1-C7H14 CH3-cyclo-C6H11 Dealkylation Iso-C3H7-C6H5 C6H6 + C3H6 Dehydrogenation n-C6H14 1-C6H12 + H2 Polymerization 3C2H4 1-C6H12 Paraffin alkylation 1-C4H8 + iso-C4H10 iso-C8H18 Some of the reactions are endothermic in nature and some are exothermic in nature. Each reaction has a heat of reaction associated with it. The overall heat of reaction is the combination of both the types of heat of reactions. Though there are a number of exothermic reactions, then also the net reaction is endothermic. It is apparent that the type and magnitude of reactions have an impact on the heat balance of the unit. If the catalyst is with less hydrogen transfer characteristics, it will cause the net heat of reaction to be more endothermic. This in turn results in higher catalyst circulation and possibly a higher coke yield to maintain the heat balance. FCC UNIT MATERIAL BALANCE For this, a complete set of commercial plant data is used. The data is given in subsequent tables below; FEEDSTOCK (Table: 2 Properties of feed components) Feed Unit Hydrotreated VGO Un-hydrotreated VGO Light Coker Naphtha Quantity,TMTPA 3200 800 170 % of total feed wt% 76.74 19.18 4.08 Density @ 15oC gm/cc 0.894 0.932 0.6762 CCR wt% 0.1 1.2 Sulfur wt% 0.1 3.32 0.434 Hydrogen content wt% 13 Ni + V wppm 1 6.38 Nitrogen wppm 500 1594 30 ASTM Distillation, vol.% D-1160, oC D-1160, oC D-86, oC IBP 366 349 36 5 374 379 10 385 394 43 30 420 435 49 50 443 468 57 70 485 508 65 90 545 556 75 95 576 573 FBP 620 609 86 Bromine no. 107.86 Paraffins vol.% 46.7 Olefins vol.% 43.38 Naphthenes vol.% 7.25 Aromatics vol.% 2.68 RON, clear 79.4 Diene value 5.31 WATSON K 12.436 MW 82.001 PRODUCT YIELDS (Table: 3- product yields, Ex-reactor and Perfect fractionator basis) Products wt % Weight (lbs. /hr.) H2S 0.39 4309 Hydrogen 0.041 606 Methane 1.06 11710 Ethane 1.54 17010 ethylene 1.76 19442 Dry gas 4.401 48768 Propane 2.86 31592 Propylene 9.66 106708 n-butane 1.69 18668 i-butane 5.52 60976 butenes 7.47 82516 LPG 27.2 300460 LCN 14.50 160174 MCN 23.40 257978 HCN 3.90 43082 LCO 16.45 181713 CLO 4.75 153347 COKE 5.01 - OPERATING CONDITIONS (Table: 4- Operating conditions for the Unit) Riser-Reactor Unit Value Fresh heavy feed rate (VGO) m3/hr. 533.4 Fresh light feed rate (Coker naphtha) m3/hr. 30.2 CLO recycle m3/hr. 46 Riser top temperature oC 540 Riser top pressure Kg/cm2 1.5 Feed preheat temperature oC 350 Regenerator Air to regenerator (dry basis) Nm3/hr. 310717 Regenerator pressure Kg/cm2 1.9 Dense bed temperature oC 640 Dilute bed temperature oC 654 Flue gas temperature oC 657 Blower discharge temperature oC 226 Stripper Stripping steam rate Kg/hr. 5000 Stripping steam temperature oC 290 Stripping steam pressure Kg/cm2 10.5 Base temperature oC 0 Ambient temperature oC 35 Flue gas composition MW= 30.6 O2 vol. % 2.49 CO vol. % 0.005 CO2 vol. % 15.58 N2 vol. % 81.83 SO2 vol. % 0.085 SO3 vol. % 0.01 Now using the above data, amount of oxygen that was consumed by burning the hydrogen in coke is estimated. All the gas calculations are based upon 100 moles of flue gas. The oxygen consumed for H2O is given by the expression; O2 consumed = * (vol. % of N2 in flue gas) 2 * (vol. % of O2 in flue gas) 2 * (vol. % of CO2 in flue gas) (vol. % of CO in flue gas) (5.1) So, O2 consumed = * (81.83) 2 * (2.49) 2 * (15.58) (0.005) = 7.36 The weight of the hydrogen and carbon in the coke are calculated; Weight = 2.016 * (7.36) + 12.01 * (15.58+0.005) = 202.01 The temperature differentials are calculated; (oF basis) ΆTRR = (Regenerator dense bed temperature Riser outlet temperature) (5.2) = 1184 1004 ΆTRR = 180 ΆTRB = (Regenerator fluegas temperature Blower discharge temperature) (5.3) = 1215 439 ΆTRB = 776 ΆTRS = (Riser outlet temperature Stripping steam temperature) (5.4) = 1004 554 ΆTRS = 450 The weight combined feed ratio is calculated as; (Flow rate)CLO * (Density)CLO * 2.204 CFR = (5.5) (Flow rate)Fresh feed * (density)fresh feed * 2.204 = CFR = 0.074 The stripping steam and inert gases carried to the reactor by the regenerated catalyst are calculated on a weight per pound fresh feed basis; Steam = (5.6) Steam = 0.01 Inert gases = (5.7) Inert gases = 0.007 The amount of hydrogen in the coke is calculated as; Hydrogen in Coke, wt % = [2.016 * 7.36 / 202.01] * 100 % = 7.35 wt. % The air to coke ratio is; Air to coke, wt/wt = (2897/202.01) * (81.83/79) Air to coke, wt/wt = 14.85 lbs air / lb coke Where; 2897 is the molecular weight of air multiplied by 100 (basis of 100 moles of flue gas) The weight of coke per hour may be calculated as; Weight of coke, lbs/hr. = (4591) * 193.23 / 14.85 = 59738.6 lbs/hr. Where; (310717 Nm3/hr. = 5178.62 Nm3/min. = 193.23 MSCFM 4591 = air rate conversion factor from MSCFM to lbs/hr.) So, weight % of coke is then; wt. % coke = * 100% = (59738.6 / 1104941.7) * 100 % wt. % coke = 5.41 In the product yield table, the coke wt. % is indicted as 5.01 wt%. But it is calculated as 5.41 wt. %. Now the overall weight balance is as follows; OVERALL WEIGHT BALANCE INPUT:- = Fresh feed + Coker naphtha + CLO recycle = {(533.4 * 0.8 * 894 * 2.204) + (533.4 * 0.2 * 932 * 2.204)} + (30.2 * 676.2 * 2.204) + (46 * 808 * 2.204) = 1186860.1 lbs. / hr. OUTPUT:- = Total product yields + coke = 1149831 + 59738.6 = 1209569.6 lbs. / hr. So, error in weight balance is calculated as; = INPUT OUTPUT = (1186860.1 1209596.6) lbs. / hr. = 22736.5 lbs. / hr. = 1.88 wt. % = 98.12 % closure Now combustion heat of coke is determined as follows; (at hottest temperature = flue gas temperature = 1215oF) ΆHcomb = [(X) (vol. % of CO in flue gas) + (Y) (vol. % of CO2 in flue gas) + (Z) (vol. % of O2 consumed)] / (weight if hydrogen and carbon in coke) (5.8) = [(48000) * (0.005) + (169743) * (15.58) + (106472) * (7.36)] / 202.01 ΆHcomb = 16971.8 Btu / lb coke Where; X = heat of combustion of CO at 1215oF Y = heat of combustion of CO2 at 1215oF Z = heat of combustion of H2O at 1215oF There is correction factor for the hydrogen in coke, this is given as; Correction factor, C = 1133 (134.6) (wt. % hydrogen) (5.9) = 1133 (134.6) (7.35) = 143.7 The net heat of combustion after using the correction factor is; -ΆHC = 16971.8 + 143.7 Btu / lb coke -ΆHC = 17115.5 Btu / lb coke At this point the reactor and regenerator heat balances are calculated. The catalyst supplies the heat to the reactor. The regenerator heat balance is calculated first using a basis of one pound of coke at the hottest regenerator temperature. The reactor heat balance is based on one pound of fresh feed. HEAT BALANCE REGENERATOR HEAT (Figure: 2- Regenerator heat In Out scheme) HEATREG = ΆHCOMB. ΆHCOKE ΆHAIR ΆHRADIATION LOSS (6.1) Now, ΆHCOKE = heat required to raise coke to combustion temperature = (0.4) * (ΆTRR) (6.2) ΆHAIR = heat required to raise air to combustion temperature = (lb air / lb coke) * (0.26) * (ΆTRB) (6.3) ΆHRADIATION LOSS = 250 Btu / lb coke So, HEATREG = 17115.5 {(0.4) * (180)} {(14.85) * (0.26) * (776)} 250 HEATREGHEATREG = 13797.4 Btu / lb coke -ΆHCSo, regenerator efficiency = *100% (6.4) = 80.6 REACTOR HEAT (Figure: 3- Reactor heat In Out scheme) HEATRX = ΆHFRESH FEED + ΆHRECYCLE + ΆHSTRIPPING STEAM + ΆHREACTION + ΆHRADIATION LOSS + ΆHINERTS (6.5) ΆHFRESH FEED, ΆHRECYCLE = heat required to raise fresh feed recycle to reactor temperature ΆHSTRIPPING STEAM = heat required to raise steam to reactor temperature = ΆTRS * (0.485) * (lb steam / lb fresh feed) (6.6) ΆHRADIATION LOSS = 2 Btu / lb fresh feed ΆHINERTS = heat of inert gases carried from regenerator to reactor by regenerated catalyst = ΆTRR * (-0.275) * (lb inerts / lb fresh feed) (6.7) HEATRX = (enthalpy of fresh feed at riser outlet temperature enthalpy of fresh feed at preheat temperature) + CFR (enthalpy of recycle feed at riser outlet temperature enthalpy of recycle feed) + ΆTRS * (0.485) * (lb steam / lb fresh feed) + 2 Btu / lb fresh feed + ΆTRR * (-0.275) * (lb inerts / lb fresh feed) + ΆHREACTION = (745 460) + 0.074 * (745 460) + 450 * (0.485) * 0.01 + 2 + 180 * (-0.275) * 0.007 + ΆHREACTION HEATRX = 310 + ΆHREACTION Note:- Enthalpies for the fresh feed and the recycle feed were calculated by taking respective UOP K values, oAPIs and the temperatures from the API technical data book. Regenerator heat is calculated on a one lb of coke basis. This can be converted to one lb of fresh feed by use of weight % of coke term. So, HEATRX = HEATREG () (6.8) ΆHREACTION + HEATRX = HEATREG () + ΆHREACTION (6.9) ΆHREACTION = HEATREG () + ΆHREACTION + HEATRX (6.10) But HEATRX = + ΆHREACTION Putting this relation in equation (6.10), the equation changes to ΆHREACTION = HEATREG () ΆHREACTION = 13797.4 * 310 ΆHREACTION = 436.44 Btu / lb fresh feed So, HEATRX = 310 + 436.44 HEATRX = 746.44 Btu / lb fresh feed (0.275) (ΆTRR)Cat / Oil (wt. / wt.) = HEATRX (6.11) Cat / Oil (wt. / wt.) = 15 lb Catalyst / lb Oil Catalyst circulation rate = (Cat / Oil) * (lb fresh feed / hr.) (6.12) = 15 * 1104941.8 CCR = 16574127 lbs. / hr. = 7524 MT/ hr. Overall heat flow scheme for the whole FCCU can be shown as below; (Figure: 4- Typical FCCU heat balance scheme) Now, the net total endothermic heat of reaction is calculated through empirical formulae. But we took the assumption as the riser is an isothermal one. Practically it is not isothermal. The temperature at the base of the riser is higher than what is at the top of the riser or at the riser outlet. This is because the cracking reactions occurring along the length of the riser is endothermic in nature. So heat is being absorbed during the reaction and causes the temperature at that particular location to decrease. Gradually the temperature decreases and at the riser outlet the temperature is dropped significantly. In this context we can estimate the riser base temperature using empirical relations and therefore can estimate the drop in temperature at the next differential element up in the riser [DNS]. But before this a multi-lumped model is to be considered along with possible reaction schemes and there kinetic parameters. SEVEN LUMP KINETIC MODEL For this purpose a seven lump kinetic model proposed by Mehran Heydari et al. (2010) is used. They divided the model into seven lumps namely; VGO/Coker Naphtha, Clarified Oil, Light Cycle Oil, gasoline (LCN, MCN, and HCN), LPG, Dry gas and Coke. The schematic flow diagram is as follows; (Figure: 5- Seven lump kinetic model in FCCU) In order to develop a mathematical model for this particular system, certain assumptions has to be taken, they are as follows; The riser is an one dimensional ideal plug flow reactor with no radial and axial dispersion Reactor is an adiabatic riser Feed viscosity and heat capacities of all components are constant Fluid flow is not affected by the coke deposition on the catalyst Feed is vaporized instantaneously in the riser entrance All cracking reactions are taking place in the riser The model considers seven lumps and eighteen reactions and eighteen kinetic constants. Molecular weights of different lumps and boiling ranges are given [DNS] in the table below; (Table: 5- molecular weights and boiling ranges of lumps) j Lump Molecular weight (Kg/ Kmol) Boiling range (oC) 1 VGO 418.7 349 620 2 CLO 291 232 -567 3 LCO 226 170 392 4 GASOLINE 114 30 228 5 LPG 65 6 DRY GAS 30 7 COKE 12 Values of kinetic constants and activation energies along with heat of reactions for each reaction are given in the table below ([DNS], [Mehran Heydari], [Praveen ch. shishir sinha]); (Table: 6- reaction schemes with kinetic parameters) Reactions Rate constants (m3/ kg cat. hr.) Activation energy (KJ/Kmol) Heat of reaction (KJ/Kg) VGO CLO 14.93 50.73 45.821 VGO LCO 5.78 50.73 79.213 VGO GASOLINE 11.69 50.73 92.335 VGO LPG 3.59 16.15 159.315 VGO DRYGAS 0.35 16.15 159.315 VGO COKE 11.55 16.15 159.315 CLO LCO 5.78 50.73 56.314 CLO GASOLINE 0.94 46.24 128.571 CLO LPG 0.135 59.75 455.185 CLO DRYGAS 0.0135 59.75 455.185 CLO COKE 0.3272 59.75 455.185 LCO GASOLINE 0.5742 46.24 93.030 LCO LPG 0.0086 59.75 704.93 LCO DRYGAS 0.0009 59.75 704.93 LCO COKE 0.0596 59.75 704.93 GASOLINE LPG 0.0003 78.49 372.10 GASO DRYGAS 0.0001 78.49 372.10 LPG DRYGAS 0.0033 59.75 32.30 The riser model is assumed to be a two phase model