Best Practice Companies: Training in the Airline Industry

After September 11th, there was a great deal of turmoil in the airline industry as a tremendous amount of money was needed to be allocated toward other things such as security enhancements. As a result, most airlines cut back costs in other departments, especially in the department of training. However, some airlines deemed training their employees effectively to be pertinent to their development, and thus decided to enhance their training programs to provide a more long term benefit. This is part of what contributed to the title of a â€Å"best practice company† for many of these airlines. They recognized training as not only a fundamental part of human resource management but also for their growth and reputation. Training offers a way of developing skills, enhancing productivity and quality of work, and building worker loyalty to the firm, and most importantly, increasing individual and organizational performance to achieve business results. Training is widely accepted as an employee benefit and a method of improving employee morale, and enhancing employee skills has become a business imperative. Increasingly, managers and leaders realize that the key to business growth and success is through developing the skills and knowledge of its workforce. The best practice companies we observed included Southwest Airlines, Jetblue, British Airways, Singapore Airlines, and Virgin Atlantic Airways; all of which have made it on the Fortune 500 list of â€Å"Most admired Companies†. We came to the conclusion that these five airlines can be seen as best practice companies in the field of training, due to their dedication in providing high quality training, their innovative training tactics, and their emphasis on training in customer service. Dedication To Providing High Quality Training as a Means to Being a Best Practice Company: The superior quality of training is something in which these airlines take a great deal of pride in, and has been achieved through employee motivation and an intensive amount of learning. Three of the airlines including Southwest, Jetblue, and British Airways actually have â€Å"training universities† in which every employee is expected to attend. Some classes are standard for everyone in the workforce, while others cater to specific jobs, such as pilots, stewards, ground workers, etc. Employee's are paid for the time they spend in class at these designated schools and will typically work forty hour weeks doing so. All five of these airlines cater to the learning development of their employee's, to ensure complete knowledge of the company and their specific job. Dedication To Providing High Quality Training: Southwest Airlines The key to success in any organization is motivation, the ability to rally a group of people behind a specific goal. When motivation is in place employee’s engage in low absenteeism and job satisfaction, to name a few. Herb Kelleher, the founder and creator of Southwest Airlines has been able to do just this through many ways such as implementing training and career development programs. As many people have heard Southwest does not hire for skills but rather attitude and personality. Before considering if you would like to be employed you must first ask yourself, â€Å"Am I motivated? † if not there is a great chance you will not be hired. Not having all of the correct skills on the other hand is not something to worry about seeing how Southwest will train you for the skills needed. ‘It is the people; it has always had to do with their selection,† Heskett says. †They are selected primarily for attitude, and most people primarily select for skills. They have a particular view for people who will fit into a team-oriented organization and the airline industry is team-oriented. If you have people pointing fingers, you have problems† (people. bu. edu). Southwest has develo ped their own training program which they have named the â€Å"University for People. † This school is based in Dallas out of the Love Field Airport. , more specifically within an old airplane hanger. Within this hanger employee’s engage in a significant amount of role-play. For example someone might get to play the pissed off customer whose flight just got cancelled or the mother traveling with her children. The whole center has been designed to facilitate learning in real life situations. â€Å"The University for People is where new recruits are sent for orientation and indoctrination into Southwest's culture. They get to see video footage of Herb Kelleher, Southwest's legendary founder, dressed as Elvis at a company party and otherwise carrying on. † (key. om) Southwest is an organization that believes in continuous learning therefore Southwest’s â€Å"individual employees become ‘international learns’ who look to learn in everyday experiences rather than occasional classes† (ccp. com). The main purpose of the University for People is to introduce and enforce hard work, high-energy, fun, local autonomy, and creativity. Dedication To Prov iding High Quality Training: JetBlue Airlines JetBlue, which has only been in existence since 1999, has learned the training practices of many other airline companies to formulate its very own unique program, and has since been extremely effective. JetBlue established its own universities to ensure that people were properly trained; they have the College of Flight, the College of In-flight, and the College of Customer Service (Wynbrandt134). Third, the company consciously evaluates employees, including management and gives them feedback. Once hired, pilots and flight attendants are sent to Florida for three weeks for their training. JetBlue’s philosophy on training is creating the best working environment so the crew is motivated to work for the company. The Chief Learning Officer at JetBlue University shares the training viewpoint behind the company. At JetBlue U, our goal is to provide our crew members the tools they need to succeed. These tools include the technical aspects of each crew member’s responsibilities†¦ and inculcation of our crew members in our unique corporate culture† (Sosbe). Many airline companies have separate training sessions for pilots and flight attendants, because the nature of their training material is very different. However, JetBlue tired something different, â€Å"Flight attendants and pilots are together for much of the first two weeks, and while a lot of the training is in separate classes, there is still a lot of overlap. Most airlines keep the two employee groups strictly apart. † This process of putting the two groups together is a strategic method of JetBlue who believes that â€Å"analysis of accidents have revealed that lives have been saved when the crews were comfortable with one another† (Peterson 184). The first week of JetBlue U is about crew culture. They use icebreakers and activities to bond the flight attendants and pilots. They then go over Federal Aviation Administration or FAA regulations. They have a lifestyle lecture, â€Å"the vagaries of drugs and booze awareness, and even hair and makeup pointers† (Peterson190). Each crew member must follow the appearance standards. From the second week on, the flight attendants and pilots divide into their different areas of focus. Dedication To Providing High Quality Training: British Airways British Airways, which is the largest airline in the United Kingdom, and considered one of the largest in Europe, is a best practice company because of the in depth way they train their employees. They put time and effort into educating their pilots, flight attendants, and other company personnel. They go above and beyond the required amount of training. They have even created their own university, and incorporate real life simulators as a training component. According to 2006 Fortune 500 Magazine British Airways ranked seventh under the airline industry category, British Airways is, â€Å"catching the competition wide awake. † British Airways is always finding ways to make their company more profitable. According to Oracle press, â€Å"British Airways is using a new, comprehensive learning offering from Oracle to create a global learning programs for its 48,000 employees. † This company has taken pride in making the best company it can be. Dedication To Providing High Quality Training: Singapore Airlines Singapore Airlines is one of the most renowned companies in the world and is ranked in Fortune as number seventeen in the year 2007 list of â€Å"World’s Most Admired companies. Singapore Airlines’ CEO, Chew Choon Seng, attributes his company’s success to their extensive training programs. â€Å"Training is a necessity, not an option. It is not to be dispensed with when times are bad†¦ Training is forever. No-one is too young to be trained. † As you can see, there is no one in the company that is not trained extensively. This keeps everyone in the business on their toes and ready to handle any situation. Mrs Lam Seet Mui, Singapore Airlines’ Senior Manager for Human Resource development, talks about two types of training that Singapore Airlines does. Essentially we do two types of training, functional training and general management type training. Functional training is about equipping people with the skills to do their job, to make them technically competent and confident as possible†¦ The general management training has to do with the softer skills. † Within these two groups, Singapore Airlines trains about 9,000 annually, the same amount as the National University in Singapore. Their courses are usually short and concise, and they feel that this allows them to be efficient and stay committed. (www2. arwick. ac. uk) To share the latest ideas and newest training techniques, Singapore Airlines brings together 50 executives from different departments all over the world. When the executives return they have all been exposed to the latest ideas and should be prepared to be a role model for the changes being made to better the company. (Fung) Dedication To Providing High Quality Training: Virgin Atlantic Airways Virgin Atlantic Airlines has only been around since 1984 and has managed to become the second largest airline in the United Kingdom. (Branson 185) Virgin Atlantic has been formerly recognized on many occasions for its excellence in training. In 2005 they won the regional final of the National Training Awards. The awards acknowledge outstanding and lasting excellence and success through training. Dr Graeme Hall, Chief Executive of UK Skills, who runs the National Training Awards on behalf of the Department for Education and Skills, says, â€Å"Effective training will help create a more effective, productive and flexible workforce. The message to UK Plc is simple: invest in training to gain a true competitive advantage. Meanwhile, Virgin staff are happier and more motivated, and attrition is down. (Jackson 25) Like the other airlines, Virgin is committed to instilling a great deal of learning into the minds of their employees. This is accomplished by outlining the company framework, and using a variety of techniques to teach, with an emphasis on e-learning. Although Virgin Atlantic Airlines does not have a so called â€Å"unive rsity† to train its employee's, it does have a general training facility used to employ all of its staff and specializes in individual e-learning. One of the groups Virgin is most noteable for training is their management team. After the major descent in air travel following the attacks of 9/11, Virgin Atlantic went through a period of intense growth. The management team however, was not quite ready to take on such a period of rapid growth or to respond to new opportunities which may unwillingly present themselves. Branson also found it keen to increase the amount of management vacancies that were filled internally, to safeguard Virgin's work culture. In order to provide a resolution to this shortcoming, â€Å"Virgin decided to send all of its 120 managers on personal development workshops at Roffey Park, at a cost of ?2,000 to ?3,000 per head†. (Bringing out the Branson) The workshops began with individual coaching sessions that set personal development objectives for the managers, based on feedback from the 360-degree appraisal and personality tests. These were followed by a series of activities that aimed to instil Virgin's leadership principles into management behavior. The program finished by producing individual personal development plans and split each group into two sets of six managers, who met up six times over the next nine months to monitor their own progress and bounce ideas off each other. (â€Å"Bringing out the Branson†) Innovative Training Tactics as a Means to Being a Best Practice Company: Another distinguishing feature of these airlines is the innovative practices used to train their employees. A typical day of training will use an extremely wide variety of ways to enforce and encourage productive learning. These techniques include: on-the-job training; apprenticeship training; role playing, scenario building, classroom training; and electronic learning, which may involve interactive Internet-based training, multimedia programs, distance learning, satellite training, other computer-aided instructional technologies, videos, simulators, conferences, and workshops. We noticed that the majority of the innovative training has been used for the pilots as many airlines have taken advantage of today's great technology to provide an excellent source of simulated training. Also, with the release of the new aircrafts, such as the airbus, there has been an increase in providing new training tactics to meet the quality of the new aircrafts. Innovative Training Tactics: JetBlue JetBlue has been all over the media for its developments in pilot training. Special training for pilots is given to ensure they know the newest technology and procedures. In 2005, JetBlue signed a contract to send their pilots to College of Flight were they are trained by experienced professionals at Embry-Riddle Aeronautical University. â€Å"The agreement calls for Embry-Riddle to deliver the ‘Initial Training Course’ (TS1) and the ‘Recurrent Training Course’ (TS2) to JetBlue’s ‘College of Flight’ instructors beginning in early 2006. The instruction is designed to enrich the pilot training programs for JetBlue’s fleet of Airbus and Embraer aircraft† (Embry-Riddle). JetBlue wants to equip its pilots with the most current information. As part of the plan, all current and new JetBlue flight instructors will be taking introductory and advanced courses designed to boost teaching effectiveness for instructors who provide academic and simulator training to front-line pilots† (Embry-Riddle). A major difference between JetBlue’s training programs compared to other airlines is JetBlue pays its employees for their time during trainings. â€Å"Certain other big airlines, when they hire pilots, they say ‘you’re privileged to work for us, so we’re not going to pay you while you’re in training. Moreover] we’re going to make your pay for your own hotel [during your training]. ’ And then little wonder people come out of the class mad because they had to borrow money or they had to sacrifice, and they didn’t really respect the company because they took advantage of them† (Wynbrandt135). JetBlue not only pays their pilots, but pays for all of their accommodations while training. JetBlue makes their employees feel like they are cared about. An important role in their training is feeling like they are wanted. Pilots sign a five year contract guaranteeing them employment, which doesn’t allow the company to lay them off. According to Neeleman, the net result is â€Å"employees are convinced the airline cares about them† (Wynbrandt135). Upon graduation from the University there is a final exam to test each crew member on the knowledge they have acquired. There is a graduation ceremony and many crew members have flights that depart the next morning. â€Å"They’ll be training two groups a month, cranking out the crew members at the rate of nearly one hundred a month† (Peterson 199). Innovative Training Tactics: British Airways British Airways has developed an extensive training program for both their fight attendants, and pilots. They have developed flight simulators to make their training program tangible. The flight simulators offer joint aviation instruction. Their flight simulators make up the biggest Boeing training center outside of the United States. They are using the most worlds most advanced technology to make the simulators create real world situations. The simulation training includes use with Boeing and Airbus Airplanes. They include work with Boeing 747, Boeing 777, Boeing 767, Boeing 757, Boeing 737, and Airbus A320. British Airways has also included pilot, ground school, and cabin safety to their training programs. Their ground school teaches JAR approval aircraft type-technical courses. They are computer based training and used in every day work. Each class that they offer is two hours long. The classes incorporate scans, procedures, and relevant aspects of the company. The pilots that take the class are tested every three days to make sure they are on task, and have understanding of the course material. The course generally last ten to twelve days, and in order to enroll in the course they are asked to take a pre-course for two to three days on flight management computers. British Airways also uses a number of approaches to prepare their cabin crew for emergency situations. They are trained in cabin safety in areas that include: fire and smoke, wet drills, slide descents, and door operation. They are trained on any and all of the different planes that they fly, so that they are familiar with all of British Airways fleet. Each area of training for safety focuses on different situations. For cabin simulators they teach the crew about skills and how to deal with any emergency situation. They start with the fire and smoke training. The crew is training how to deal with a plane fire emergency. They are given realistic simulation on first and they are taught how to with them in a orderly fashion. They then move on to the wet drills. For this drill the crew is taught how to operate a life jacket, and they are taught how to help the passengers in a water landing. The last set of training workshops that the crew goes through is door operations. In this class they are taught how to use the exist doors and cabin doors. Innovative Training Tactics: Virgin Atlantic Airways Virgin Atlantic Airways utilizes the company Canadian Aviation Electronics (CAE), which is a worldly renown company that provides â€Å"customized training services for pilots and maintenance technicians ranging from integrated programs to deployable ground school capabilities and e-learning solutions. Their philosophy is to â€Å"enhance clients' safety and efficiency and provide clients a training environment where they can continuously pursue a practical and operational learning experience through new and innovative technology. † (â€Å"Simulation Products†) There are five different simulator programs in which CAE uses to train pilots, one of which is a simple piece of CD-Rom software which can used at any computer. The other four programs involves the use of a large piece of machinery which utilize programs and are operated by controls that are similar if not identical to what pilots would typically be exposed to when operating an aircraft. The great thing about this new wave of training is that it is extremely hands on and interactive, and it caters to individual learning and progress. Whether the pilot in training is at home or at the training facility using the flight simulators, they can progress at their own pace, which ultimately maximizes learning. Each program is divided into a number of sections or chapters which contains an exam at the end to make sure that the information has been retained. Another great feature about CAE's flight simulators is they even use satellite technology to display current weather conditions across the world, so that the pilot will be prepared to fly in any type of climate. In addition to using actual weather conditions, there are 3D synthetic environments used in every visual system. CAE has been able to make quite the name for itself over the past few years, as it has become a standard training program for the military, has been adopted by a number of other airlines, and has revolutionized human resource management in the field of training and development. â€Å"Simulation Products†) Virgin Atlantic Airways has been recently been labeled as one of the most innovative airlines in the world for their plan to send a select few of their best pilots to have the opportunity to go through astronaut pilot training. In the article titled â€Å"Virgin Atlantic Pilots Are Out of This World,† it was quoted that all 700 of Virgin Atlanic's pi lots are welcomed to apply and those who are chosen â€Å"will receive nine months of aerobatic, fast jet and executive aircraft for zero gravity flights training. They will then spend the next nine months flying the mothership and participating in Mission Control work – the last nine months will be spent flying Virgin Galactic Spaceships into space. Once they have completed their 27 month secondment they will return to Virgin Atlantic as qualified pilot astronauts. â€Å" (Virgin Pilots Are Out of This World With Virgin Galactic) Emphasis on Training in Customer Service as a Means to Being a Best Practice Company Perhaps one of the most significant contributing factors of these companies success is their emphasis on customer service. All of these airlines recognize the importance in training their employees in providing excellent customer service in order to achieve customer satisfaction and retention. Although spending excess time training in this field is expensive, the long term benefits are substantial as they build a clientel more willing to invest their time and money with the airline which pleases them the most. Emphasis on Training in Customer Service: Southwest Airlines â€Å"The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit† (southwest. om). By following their mission created by founder and former CEO Herb Kelleher, Southwest literally has taken off and become a model for a best practices industry. This dedication has led Southwest to develop 10 organizational practices that facilitate the coordination among 12 distinct functions: pilots, flights attendants, gate agents, ticketing agents, operations agents, ramp agents, baggage transfer agents, cargo agents, mechanics, uelers, aircraft cleaners, and caters by building relationships of shared goals, shared knowledge, and mutual respect (coachingandmentoring. com). Emphasis on Training in Customer Service: British Airways British Airways serves as an example for other companies because they have a good grasp on what to do to make their customers and employees happy. According to EMCOR, British Airways focuses on, â€Å"serving its customers by getting people where they need to go. † If every airline took pride in their customers like British Airways, the airline industry would run smoother. British Airways customer relations department talked about how they take pride in their customer service, â€Å"we try to ensure you have a good experience when you travel with British Airways†¦ we do our best to respond to you quickly and appropriately. † Emphasis on Training in Customer Service: Singapore Airlines Singapore Airlines also places a strong emphasis on customer service training, especially for the stewards and stewardess's, then they must go through two interviews and a written test to even get an offer. After the offer each person must go through four months of training to be prepared to handle the toughest of situations. Some sections of this training includes Food and beverage knowledge, passenger handling, language and communication skills, and safety equipment procedures. Knowing the food and beverage is important because it is important to be able to tell each customer what they are eating on the flight. Passenger handling deals with how to respond to different customers. This includes making sure that each customer is happy and knowing how to satisfy them if they look upset. This also has to do with communication skills. The easiest way to find out how a passenger’s flight is going is to ask them. Since there are many passengers this must be done in a timely and orderly fashion. (www. worksingapore. com) Emphasis on Training in Customer Service: Virgin Atlantic Airways Virgin Airways uses a great deal of scenario building to help their employee’s achieve the highest customer satisfaction. When in training, they will divide the room into groups, each of which includes a current employee who has experienced a situation where a customer was upset with them. The current employee acts as the enraged or frustrated customer, and the other trainees are evaluated based on the way they handle the distressful situation. Afterwards they are given constructive criticism on how they can improve. (Jackson 220). Virgin Airways pays a lot of attention to their customers and emphasizes on providing an excellent customer experience. â€Å"Superior customer service and stress-free travel are two things that our travelers have come to expect from Virgin Atlantic,† said Chris Rossi, Vice President Sales and Marketing, North America. (Branson 78) Interview with Mark Swigonski: After bringing all of our research together, we decided that Southwest would be the best airline to conduct an interview with, since they seem to have the strongest emphasis on both employee and customer satisfaction. We managed to find a Southwest pilot by the name of Mark Swigonski who has been an active pilot for well over ten years now. We asked Mark via email â€Å"What do you think about airlines trying to model Southwest and their best practices within the same industry or different industries? † He replied †The economic plan is a model for any industry. Stimulate sales by making your product more affordable for more people. Instead of making a large profit on a few sales, make a small profit on lots of sales, thereby stimulating the business. Southwest airlines has made air travel affordable for the average American. People who would never dream of flying before can now afford to. Herb says we do not compete with other airlines, we compete with the automobile. One more story. When Southwest first started, the price of a ticket on Continental from Dallas Love to Houston Hobby was $220. Southwest charged $19. People came to Herb and said why don't you just charge $50, you're still a quarter of the price. Herb answered, we will never do that. We will charge what we need to, to make a profit and never a cent more. We are going to stimulate traffic. Southwest still works that way. We also asked â€Å"What would be an anticipated obstacle if companies model this, and are there any financial costs and/or benefits? † He replied, â€Å"It's embarrassing. When you start up an airline and have no first class, no assigned seating, and say you can't afford to buy something, it is embarrassing. If you can't afford it, you can't buy it. You just have to have the self discipline to abide by that rule. You also need patience to wait for the correct market opportunities. Southwest currently has a couple of billion in the bank, waiting for an opportunity. They are in no hurry and will buy airplanes when the price is right, but not before. Three airlines have gone out of business in the last week. The opportunity will be there soon and Southwest will capitalize when the time is right. That takes a great deal of fiscal discipline. Conclusion: Implications and How Other Companies Can Benefit From These Training Tactics Based on the evaluation of our five airline companies, we analyzed how other companies both within and outside of the industries could provide a benefit, and what costs may be associated. We realized that some of the short term implications are the high costs associated with providing such a dedicated training program. These extra costs include what is necessary to run the outside training universities as seen with Southwest, JetBlue, and British Airways. Within the training universities are all of the expenses necessary to use all of the innovative techniques such as the expensive simulative training and all of the software needed for that, as well as the online training programs used both inside and outside of the classroom. These airlines are also responsible for paying all of the highly qualified people who instruct these training courses. The extra time spent in training is also very costly, especially since many of these airlines make some of the training practicum standard for everyone, regardless of their future occupation with the company. Clearly, there are a great deal of costs incurred when running such an extensive training program that is so heavily focused on the employees. However, we concluded that the long term benefits actually outweigh any of these initial costs, because not only will the turn over rate decrease, but business will grow as there will be a more dedicated workforce. More training will prepare all employees for different situations and make them more competent workers. It will also weed out people who do not want to dedicate themselves to the job, making it easier to identify people that actually want to be there. With better workers the company should notice a more efficient use of its resources and it will eventually make up what it lost on the cost of training through more profit in the long run. Maybe a person will be able to help four more customers a day after being trained longer. Four more customers a day adds up over the years to unbelievable amounts of profit. Or perhaps a person gains a better understanding of how to make a machine work more efficiently and can make more products quicker than before. A dedication to training goes hand in hand with a company that succeeds over its competitors. If other companies wish to adopt a training model as extensive as these five airlines, then they must be prepared to take the risk in engulfing an extensive amount of costs, but be aware of all the positive outcomes and benefits which will result. After analyzing the qualities that make these five airlines best practice companies we determined that there are several similarities, however, each airline had a distinguishing trait that gave their company an identity. Southwest is most distinguished for its belief in the idea that if employees are happy, then customers are happy. They focus nearly all of their time and energy in creating a motivational environment to encourage employee satisfaction which eventually transcends to customer satisfaction. British Airways is most notable for their incredibly high standards in training practicum. They call for a rigorous training program so as to achieve only the most qualified employee's. Singapore Airlines strives to be the best in every aspect, whether it be in providing the best customer service, best food, most comfortable seating, or best employee motivation tactics. Singapore believes strongly in the idea that there is always room for improvement. JetBlue is successful in their attempts to standardize education and encourage a solid learning environment in their training practices. They incorporate five core values—safety, caring, integrity, fun and passion—into every aspect of education. They also provide centralized crew-member education in common topics with common courses, creating a strong team orientation and commitment to a greater corporate good. (Sosbe). Virgin Atlantic Airways is most well known constant strive to be innovative in all aspects of the company, whether it be using the most technologically advanced tools for training, or being the first airline to train pilots for space travel. From these five remarkable characteristics, we formulated three main points which were used throughout the paper to draw in the primary defining similarities of these best practice companies. These main points included a dedication in providing high quality training, innovative training tactics, and an emphasis on training in customer service.

Morality vs Duty Essay

When we hear stories about soldiers and about war, it’s usually about patriotism for one’s country, their duty, the bravery of the soldier who died in battle, and the pride at a soldier’s return. The story that is not typically heard is what it really feels like to put on a uniform, go to war, and come home. The psychological and emotional trauma these young men and women face in war is nothing short of moral anguish. This is evident in Haruki Murakami’s gruesome story, â€Å"Another Way to Die.† Here is a lieutenant struggling with the barbaric orders he was given to execute three prisoners with a bayonet and a fourth prisoner with a baseball bat. Throughout the story the lieutenant would often repeating his orders and muse over the senselessness of the act. In sum, he says, â€Å"What the hell good is it going to do to kill these guys? †¦adding a few bodies to the count isn’t going to make any difference. But orders are orders. I am a soldier and I have to follow orders† (1039). Ultimately, the lieutenant employs another soldier to execute the final prisoner with a baseball bat. Perhaps this is an example of the lieutenant’s inability to go against his moral fiber. He does his duty by making sure the order is carried out, but he cannot do it himself. As one can only imagine, it can be difficult to bludgeon someone to death. This soldier, ordered to carry out the task, had never even held a baseball bat before. Yet, they were all surprised when the prisoner, â€Å"with his last drop of life,† sat up, â€Å"as if he had fully come awake† and then grab on to the veterinarian standing nearby (1041). The lieutenant had to fire his gun for the first time ever at a human being. However, he chose not to think about it until after the war was over. How could he? Certainly he wouldn’t be able to do his duty if he let his morals get in the way. In Frank O’Connor’s story, â€Å"Guests of a Nation,† one can assume that duty would become obsolete-Especially since the prisoners and captors had become friends. The tone of this story seems hopeful. The scene is in a cozy little cottage run by an odd, but likable old woman. The characters are all cheerful and friendly towards each other. It is difficult to keep in mind that there is a war going on and that these four are enemies. Even the narrator, Bonaparte, has a hard time believing they are hostages and is surprised and saddened when he learns that he may have to shoot them (1024-1025). Hawkins, the more animated hostage, has a hard time believing it as well. It’s not until the very last moment that he realizes they’re earnest. He says to Donovan, â€Å"What have you against me, Jeremiah Donovan?† (1027). That he knows his full name and it comes naturally to say it aloud, should be enough proof that these men are not enemies. Hawkins asks if anyone thought he would shoot Noble if he had to and Donovan points out, â€Å"yes, you would†¦. Because you’d know that you would be shot for not doing it.† Regardless, Hawkins insists he would never shoot a pal. Hawkins contends that his morals are higher than his duty. But then again, he’s not the one holding the gun. Bonaparte, keenly aware of the gun in his pocket wishes they would attempt to run away, knowing he wouldn’t shoot at them if they did (1027). Donovan, their leader, never did get too close to the hostages and seemed to have no problem firing at them. His sense of duty was high. He asks Belcher if he understands that they are only doing their duty, to which Belcher remarks, â€Å"I never could make out what duty was myself. I think you’re all good lads, if that’s what you mean. I’m not complaining† (1029). I’m not actually that sure Belcher would have shot either of them if the roles were reversed. It is difficult enough to cope with the loss of a friend. One can only imagine if you were the one ordered to kill your friend. How does one come out of something like that? Noble turned to God. Bonaparte never feels the same about anything again. Surely this is not something that they will easily move past. Think about it; all our lives we’re taught what is right and what is wrong. Then, one day, you are ordered to torture or kill a stranger. Even when they’re interrogating a prisoner the right way-that is, not torturing them- they are gaining intimacy just so they can exploit them. At what point does duty beat morality? The truth is, for most soldiers, it doesn’t. Despite the task they are ordered to execute, virtually every soldier has an overwhelming sense of guilt and regret. Is a soldier’s guilt worth their sense of duty in the end? I highly doubt it. Perhaps, this is the reason those stories are often swept under the rug. The shame is too much to admit out loud.

The critical analysis of the biopic film -'The Last Emperor' and it's Essay

The critical analysis of the biopic film -'The Last Emperor' and it's underlying feature - Essay Example As such, rather than detailing a point by point plot summary or analyzing different motifs of film-making, the analysis will instead seek to grapple with the issue of major underlying themes that is presented throughout this biopic film. Accordingly, the focus of the essay will be concentric on the film itself; using the three distinct segments of the film to highlight the underlying sense of an end of an era that is represented within the life experience of the main character; Puyi. Likewise, it is the hope of this student that the following discussion will not only be beneficial towards assisting the reader in understanding the film to a better and more complete degree, it is the further hope of this student that the forthcoming analysis will help to reveal core trends and key understandings concerning the interpretation of modern Chinese/Asian history within the era in question. Within the first segment of the film, an imprisoned Puyi experiences a series of flashbacks that depict a much different time than the one he currently finds himself in. Within these flashbacks, the viewer is taken back to a much simpler period of Chinese history; one in which the order of royal succession provided a baseline of expectation and legitimacy that helped to define all of the Chinese Empire (Geier, 1993). As such, Puyi experiences these flashbacks as he considers a very uncertain fate at the hands of a cold and calculatedly divergent regime; at least as compared to that which is represented within the warm and contended feelings that are represented within the flashbacks. Within these flashbacks, a unique trend is represented; one in which the life of royalty in all of its splendor is represented alongside the realization that the remainder of China at the time depicted was much harsher and worse than can even be imagined. Whereas many film makers would have

Marketing Strategies of financial firms Essay Example | Topics and Well Written Essays - 1000 words

Marketing Strategies of financial firms - Essay Example My paper will be able to answer the questions of various problems and these will be William J. Stanton states that without the help of marketing technique, firms are unable to gain maximum profit as it is the key that provides awareness about your product and services. Marketing strategies actually involves different phenomena's that helps to promote the product and services in the market. Traditionally, the products are marketed and promoted, but with growth in time and technology, there arises a need to market the latest and advance services provided by the financial firms. The use of electronic commerce (e-commerce) in the financial firms develops latest financial services that need to use promotional and marketing strategies. According to Adam Smith, financial firms do not grow till 1980 but later in the year different firms in America and Canada realize that there is a need to change the services provided by these financial firms. At that time the concept of investment banking, advisory and commercial banks emerges only within the boundary of the United States of America and Canada. As the firm start introducing the ecommerce techniques in the financial firm's different financial cards, debit cards and credit cards, emerges. Moreover, due to diversification of different financial firm and the competition within them, there materialize the need of promotional campaign. Therefore, the need for the marketing strategies for financial firms come into view and now due to high competition firms are trying to promote their cheap but quality services through different marketing campaigns and programs. Marketing strategies for a financial firm focuses on the 4P's of marketing. These 4 P's are the price, promotion, place and product. The insurance companies require capturing the maximum consumer market with the help of price variable as they should introduce low price tag certificates to save the future of their customers. Promotion factor for the financial firms did not remain attach with the promotion through visual and audio Ads on television and radio rather firms are now require to promote their services through the use of internet and other Integrated marketing techniques. The reason for the use is to globalize their services. Africans from last 3 years are trying to invest their money in foreign banks

Event at Herrington country park ( Sunderland , uk ) Essay

Event at Herrington country park ( Sunderland , uk ) - Essay Example In addition, the park provides a good space for children entertainment as well as an ample space for open air concerts for most parts of the North East of Sunderland (Hoyle, 2002). Based on the possibility of the Herrington Country Park to host a myriad of events, this paper is going to propose and explore the possibilities of the park to host other new events. On this basis, the paper is going to present wedding events as a new type of events that should be hosted by Herrington Country Park. Weddings are the most cherished events by many people around the world. Wedding events always need to be conducted in pristine as well as serene environments (Jones, 2008). They always need to be conducted in places that have aesthetic values as well as beautiful environmental backgrounds. Wedding events always need places with cool atmospheres, spaciousness and lots of natural freshness. In this regard, it is always critical to conduct wedding events in such places where recreation activities are available. Herrington Country Park offers the best environment that meets all the above descriptions for a wedding event. However, it is critical to note that there are several issues that may present big challenges towards staging the wedding events in such an environment (Hoyle, 2002). One of the difficulties in staging such events is inadequacy of finances. This may limit a number of operations in the planning and management of the event. In addition, site zoning problems may also affec t the successful staging of the wedding events in the park. This may be a problem if an experienced and well trained personnel in event management was neither consulted nor hired. This may present staging challenges. However, it is critical to note that Herrington Country Park is an ideal place to hold wedding events. For the success of the park to hold wedding evens, there are several ways that people can be informed. The wedding events in the Herrington

Importance of displacement, migrations and the perceived lack or flux Essay

Importance of displacement, migrations and the perceived lack or flux of geo-political boundaries to contemporary art - Essay Example The essay "Importance of displacement, migrations and the perceived lack or flux of geo-political boundaries to contemporary art" discovers how artists through their artworks have tried to bring out the idea that migration, exile and displacement that are matters as a result of political and social changes, which have generated the wider world of modernity. Displacement comprises of one of the main parameters in our cultural development currently, and constitutes desired geopolitical characteristics of the present life. Art has taken advantage of displacement in countries that are not economically and politically stable. Levi and Scheding are of the opinion that â€Å"maybe the only generalization possible is that displacement must be understood as a complex and heterogeneous mass phenomenon.† Displacements of artist have a wide context in which they affect the artists. Rather than subjecting the artists into a new physical environment, there are more situations playing behind . Levi and Scheding term them as the social, cultural and historic contexts. Artistic displacement has faced a series of events in it which include the movement of images, goods, information and people. These subject contemporary artists to a wide range of concepts. Many have tried to understand the essence behind displacement and contemporary artists. Tactfully, many artists would find opportunity to show case their ability, and therefore need to relocate to desired places. In other cases, nature and political stands come on the way.

Article Example | Topics and Well Written Essays - 250 words - 2

Article Example Thomas discusses the impact of cross cultural interactions in different disciplines. The two domains in which cultural influence mechanisms fall are cognitive and motivational. The cognitive dimension is about the cultural different perceptions and signal interpretations while motivational dimension is about self concepts that are culturally different and can impact what we consider to be desirable. Hence, this can impact out comes and behavior. This implies that knowledge knows what culture is and how it impacts behavior. Mindfulness on the other hand is described as a specific mega cognitive process in which multiple perspectives are sought for and new mental categories are created. People who are high on CQ quotient need to act instead of being just informed about what their culture is like. They must perform and act. The behavioral component of CQ is described as the ability to adjust and adapt behavior in different situation based on one’s expectation of others. In today’s diverse world and society, it is very important to understand the concept of cultural intelligence. The reader is able to relate to other cultures and self concepts by his ability to tolerate them and by understanding their predicaments. This will help establish harmony, understanding and stage the foundation of healthy interactions between people. The article is important for it digs down on the characteristics of cultural intelligence which can be applied by people in their

Assignment list Example | Topics and Well Written Essays - 2500 words - 1

List - Assignment Example The shopper describes that her love for shoes attracted her to a certain pair of shows that matched her mothers’ favorite, Prada. The price tag on the pair of shoes was $519.99 at the time of purchase and did not include offers as some other versions have. The shopper emphasizes that the only reason that attracted her to the shoes is because they looked so beautiful and she could not pass the chance of acquiring such exquisite pair of shoes. For this shopper it is evident that emotion played a major role in making the decision to purchase the pair of shoes. The association of the shoe design and brand with her mother’s attraction to the same shows that the shopper was acting emotionally rather than analytic. The shopper does not mention having been attracted to the pair of shoes by its perceived quality or the need to purchase the shoes. Shopper 2: International trends affect a range of individuals and especially customers that follow these trends. Shopper 2 bought the Samsung Galaxy Note4 at an online price of an unlocked device of $770. For a phone, the shopper feels like he spent too much but the same time explains that the decision to buy the Note 4 was a result of long hours or analysis of the functionality of different makes and brands. Since the shopper is an academic researcher, the choice to buy the costly device did not have any emotional attachment to it. The lack of emotional attachment is associated with the fact that the shopper had been sampling different devices and eventually settled for the Galaxy Note 4. 2. Think of a recent purchase that you believe included a significant amount of risk for you. What type(s) of risk were involved? How did you attempt to minimize risk? (If you did not attempt to minimize your risk, explain your thinking.) One of the most recent purchases did not involve a product; it rather involved buying a service. In order to be efficient in moving from work to school and then back home requires some form of

The cause of obesity can be found in an obese society Essay

The cause of obesity can be found in an obese society - Essay Example This essay "The cause of obesity can be found in an obese society" outlines the connection between society and the level of obesity. The general belief is that obesity’s primary causes is simple gluttony, promoted by consumer access to high-fat, palatable food products which incentivises choosing extreme consumption levels (Drewnowski and Spector 2004). However, there is evidence that obesity is caused by poor human nutrition factors as well as socio-psychological factors within a society. For the most part, obesity can be attributed to societal factors within an obese society and those who argue that genetic factors happen to be a contributor, which are beyond the control of the average consumer, maintain little justification due to the rarity of hereditary conditions underpinning obesity development. It is the obese society, itself, which exacerbates this problem in developed societies and this research illustrates what justifies such an assertion. Poor nutrition largely underpins the prevalence of increasing obesity rates in developed countries. One study which examined 5,200 women in the United States found that women who sustained food insecure households as a result of being at the poverty line had higher rates of being obese than women with more stable incomes (Basiotis and Lino 2002). A more recent, longitudinal study found a substantial correlation between childhood obesity and levels and food insecurity resultant of poverty conditions in the household (Eisenmann, et al. 2011).

Human Resource Essay Example | Topics and Well Written Essays - 500 words - 5

Human Resource - Essay Example The future career goal that I would like to pursue is to be a total reward manager or administrator which therefore means that I will concentrate more on total reward human resource activity in order to perfect and successfully achieve this career goal once I am through with my studies. Total reward is a human resource activity that is not easily remembered or even taken seriously until the time when the staff and employees in an organization want their benefits or are claiming compensation. This field sounds new though it is an old one but recently got a name change from compensation total rewards and motivation. It deals with issues of compensation, benefits, rewards and other valuable creations that need recognition. It requires an individual who is very analytical, patient, fair, and quiet and organized because before any reward is provided, a justification based on deep analysis of the situation is required and even discreetness (Kandula 6). In a bid to achieve this goal in future and be of help to any organization that I will work for, I need to succeed in my studies and especially paying close attention to the human resource activity of total as it will provide me with the knowledge and also act as a guide to my work in future. Career success is defined differently by different individuals as it is mostly a personal decision and definition.Personally, career success is how much personal gratification one gets from the achievement one has so far got in his or her career level at every particular moment.

Ancient Egyptians Essay Example for Free

Ancient Egyptians Essay Bill Wilke Egyptians are highly known for their glorious pyramids, powerful pharaohs, and endless amounts of gold and Jewels. When we think of Egyptians we also think of tombs, curses, and cats being a source of protection. However, it is not known to many that they have not only defined the art, but also the meaning behind tattooing. Tattoos are the one thing still captured on the bodies of mummies, in which were discovered from over a millennium ago. Females in particular, had specific tattoos which were used as a therapeutic role during pregnancy and birth. Each tattoo had specific color and significance behind the symbols. Handmade tools were also used in the craft of tattooing during the Egyptian era. Now they have evolved to more dynamic equipment and use of substance. From care to the final product there is a lot of work that goes into preserving tattoos. Written records, physical remains, and works of art have changed our understanding of Egyptian culture. There is good reason to believe that Egyptians were beyond their intellectual ability. Their process of preparing a human as a mummy required countless steps and organization. Ancient writers and modern scientists have both attributed to the knowledge of how this Ancient tradition came about. The remains of Egyptians have been kept preserved because of their tedious attempt in the process of mummification. Mummies, for example, had the protection from chemical exposure, extreme cold conditions, very low humidity, and lack of air when submerged in tombs. The discovery of mummies from Ancient Egypt has also shown us the presence of tattooing. Research and discoveries have pointed out that the art of tattooing was known to Egyptians, and was one of the common practices that were adopted by them. The tattoos found on their remaining bodies were known to be in many sizes, shapes, and colors. One of the earliest evidence of tattoos was identified on mummies dating all the way back from 2000 B. C. The majority of mummies discovered were identified as female, in which were covered with dot like patterns throughout their bodies. Evidence points to the fact that tattoos were an exclusively used practice among females. One of the most famous mummies ever written about was Amunet, who was known as a deity or rather a highly known Goddess (Taylor, 1998). Other than being a traditional royal subject, tattoos had significance for female Egyptians. Lineberry (2007), The tattooing of Ancient Egyptian women had a therapeutic role, and functioned as a permanent form of amulet during the very difficult time of pregnancy and birth (Tattoos, para 5). Pregnancy and birth can be a life changing experience, and for Egyptian women it was also a particular time that they felt the need for protecting themselves. The areas in which were most commonly noted with tattoos during this difficult time were on the thighs, breasts, were placed over wrapped mummies to protect them. She also points out that, it signified keeping everything in (Tattoos, para 5). This pattern is also known as a cicatrix pattern, in which was typically located over the lower pubic region. Tattoos on the abdomen of women, for example, safeguarded them during their pregnancy. As any conscious mother would do for her child, she protects her unborn willingly from harms way. Ancient Egyptian tattoos had many other meanings behind their symbols. Traditionally, Egyptians would use specific drawings as a tribute of sacrifice to a deity. This would mean that an individual would be professing his or her entire belief for someone higher or greater than themselves. Tattoos were presumed to be part of a permanent amulet that could not be lost. An amulet is defined as a trinket, or piece of Jewelry that was thought to have magical protection against evil or disease. In other instances disease would have been another reason that Egyptian females would have acquired a tattoo as well, simply to protect their health while carrying a child. Their significance in symbols also ranged from medical protection to fertility for women. Many tattoos that were used by Egyptians derived from their writing system, which consisted of pictures and symbols. The Scarab, also known as a eetle, was considered a symbol for renewing life. Madhura (2010), It was also considered as one of the many royal titles used by the Pharaohs and was also found to be used by Tutankhamen, one of the most famous Egyptian Pharaohs (Egyptian Tattoo Designs, para 4). He also explains a symbol used called the eye. Madhura (2010), The Ankh or the eye is a widely identified and used symbol of Egyptian culture. In the ancient times, it represented life and was hence one of the respected symbols. Among the different designs of the Ankh, the eye of the Horus is more popular as it stands for the good luck. The eye of Horus, also known as the eye of the Ra, is believed to be the all-seeing eye that was also used in amulets worn by the ancient Egyptians. The Egyptian cross or the Ankh also stands for rebirth or reincarnation. The Egyptian eye tattoo represents light, power and royalty and hence, is a favorite tattoo symbol (Egyptian Tattoo Designs, para 3). Other noted symbols in which were commonly used were the Serket. The Serket is identified as a female fgure with a scorpion on her head. Also used were Kings and Queens, such as Cleopatra, and the Egyptian eye which represents light. Through Egyptian eyes, attoos satisfied various needs and interest as they do today. Their style is captivating and vivid, leading many to believe that this form of art was easily adaptive. The instruments and tools in which were used for tattooing were dated all the way back to 3000 B. C. An Archaeologist by the name of W. M. F Petrie, discovered a tool with a wooden handle and sharp edge at the site of what was called Abydos. He had noted that the tools resembled wide, flattened needles that could potentially make the pattern of multiple dots. Typically these tools would have been used for areas of the ody that females were tattooed for their pregnancy and childbirth protection. The consistency and color was that of dark or black pigment such as soot. It has been said that the Inuit tribe used darker pigmentation or bright colors such as yellow for their tattooing. Inuits are also known for their face tattoos. The tools that are used today have evolved into more intricate ways of use. For example, several needles are used rather than a flat wide needle as the Egyptians had. The more needles you have, the detailed work. Wide range of coloring brings symbols to life as it tells a story. The etails make it look real in a 3D type of way. Instead of soot, ink is the one form of substance that provides color. There are several different types of ink. One type of ink, for example, is black light ink. When the tattoo is under a black light lamp, it will glow. Colors range from the basic primary and secondary colors to different shades. Another option today is the ability to numb the area in which is being tattooed. Egyptians had no means of covering the painful process in which tattoos involved. The care that we provide today goes into the preservation of the tattoo, making it able o last longer. In order for the tattoo to heal correctly you cannot scrub the area, expose it to sun, and it must be able to breathe. Care consists of wiping the skin with antibacterial soap, and then applying petroleum Jelly. Petroleum Jelly is more of a pure substance with no additives and it is easier to work with. It is used widely because it does not cause allergic reactions or pull the ink out. Other forms of Jelly include clear AD Ointment and Bag Balm. No matter what gender a human is, tattoos are more popular today than they were a millennium ago. They represent a erson as an individual, rather than a means for protection. Technology today has given us the ability to express the art of tattooing on a whole new level. Egyptians introduced this ability, in order for individuals to use tattoos to define their stories or personal experiences. Tattoos were once known as frightening and repulsive, and have come a long way since then. Symbols in Egyptian times have been considered generic compared to todays variety. More attention goes into the care of tattoos in todays society during and afterwards. Care is what aids in the conservation of a eautiful piece of art, whether it is a symbol, picture, or words. From medical protection to therapeutic means, tattoos were widely used among Egyptians. With the help of discoveries, female mummies have revealed the remains of tattooing on bodies. We can now understand where tattoos originated from, and how meaningful they were so long ago.

American History Essay Example for Free

American History Essay Introduction: American History has always been persuasive and this paper enlightens most influential events in the U. S history. Following paper explains the events from 1950’s, 1960’s, 1970’s, 1980’s and 1990’s. Events that have been selected are the one that had an overriding influence on U. S. culture, economy, or governmental policy in that decade. A Step towards Technology: In early 1950’s film theater presence radically declined due to the innovation of television which impacted everyone politically, socially and economically. Hollywood commenced to build up ways to counter free televisions expand by the mounting use of color, and also by bringing in wide-screen films for example: Cinemascope, Cinerama, Vista Vision and etc. Gimmicks for example 3-D presentation with cardboard glasses were also initiated. Several technical improvements within amusement facilitated citizens to survive in a great compact of better-off and thrilling living. The foremost mania that came approximately to standard public was television in 1950’s. It was required by each family in the fifties and it overwhelmed millions of kids whose connection with Television has everlastingly inclined this countrys customs and political affairs. TV enforced numerous journalists and broadcasting corporations to labor hardest in maintaining their businesses in level to Television. (1950s, 2000) In the fifties TV merely had series which were accessible to watch in early afternoons and evenings plus it wasn’t colored only black and white. A number of the popular television shows were westerns like The Honeymooners, I love Lucy, The Twilight Zone, Private Eyes and Superman (Diriks , n. d. ). An Inspiration: Moving towards 1960’s most significant event came in view. Martin Luther King’s Speech ‘I have a dream’ in 1963 was a dynamic force in the push for racial equality. (The Groovys 1960, 2009). The purpose of this speech â€Å"I Have a Dream† which was conveyed which was held at Lincoln Memorial, Washington D. C took place the 28th August 1963 through more than 200,000 citizens was to give confidence for the performing of change among the American citizens and government it was related to their shocking observation towards diverse races or ethnic groups among their people. Martin Luther particularly placed stress on the black Americans being sufferers from professional and personal both ranks. His task was to place major strain on the government which was regarding passing the Civil Rights Bill and its people by telling the errors of their behavior and the pledges which were undeniably not kept all through the history. He also demanded changes and provided answers and in doing that required a lot of persuasion towards them to approach together as a one nation. The Rising civil-rights movement moving across the nation at that time; Productive speech of Martin Luther King made it more effectively, electrified it. Due to the previous immersive civil rights movement of the 1960 U. S went through a huge racial split which is more likely to be on racial discriminating at its climax. The Americans who were white felt themselves as superior and therefore the realism of life for the black Americans was rather unwelcoming. That’s why the enormous bulk of black Americans became as a separation of life, breathing with unpleasant injustice in service, housing, medical services, education and civic adjustment. Even the so called selection of a chosen president could not help them because a lot of were deprived from taking part in any of American political system. Everything was surrounded by an unfair ambiance that he was the only who was capable to raise as an influential leader among the civil rights movement. The Act controlled countless things that Martin Luther King had before asked of the government publically which showed the rule was in fact taking note to the people concerning the following matter. Martin Luther King was awarded the Nobel Peace Prize for his effort, he was the youngest among to get such a Nobel award. (I Have a Dream, 2000) Getting the Blame: The blame for murdering the entire civilization of Vietnam was put on American soldiers. This was considered as one of the most tragic event in the American History. Almost every person in Vietnam especially people in south had to go through the large scale bombing and target killings. The effect in the south during the war’s height in 1960 was so extreme that about half of the population of 20 million was dislocated. The northerners also suffered a lot; warfare and resentment continued on with neighboring countries until 1989. The after effects of the war were humongous. Many civilians lost their relatives and expensive assets. After the war Vietnam was not active in any military conflict. Following the war, the North and South Vietnam were again unified beneath the Socialist Republic of Vietnam. Postponement of the hateful battle in North Vietnam was also announced on 15 January 1973, it was afterward tagged along by a biased departure of American troops on Vietnam. Americans concerned and involvement in the Vietnam clash officially came to an end by the signing of Paris Peace Accords on 27 January 1973. On February 11 and March 29, the first batch of U. S. prisoners was released and American army was structured to depart respectively. The most astonishing factor was the fact when the army was coming back from War who was suppose to be treated as heroes incase that did happen, even at times damned for their contribution towards the Vietnam war. Even the contract of peace did not last for an extended period. American army consequently faced by the expectation of having won mainly of the war battles, however it was like having missing the peace. (Timeline of the 1970s, 2000). The American president Nixon was the one, who assured South Vietnam that he would give armed forces hold to them in experiencing the degeneration of military situation. But Nixon was having other problems at his end as well. Nixon was combating for his political profession and his existence. The Watergate humiliation which was intense at the moment faced a gradually more aggressive parliament that held the power of an antagonistic community who were tired of the Vietnam War. Therefore Nixon ruined his pledges towards South Vietnam which was expected. Both fiscal and monetary assist towards South Vietnam sustained although it was almost cut within half. Mainly the help went to the corrupt officials and a minute of it truly went to the needy and people who suffered from the war. Further USSR and China both augmented their support towards the North Vietnam. This clearly showed the imbalance between the North and South Vietnam and thus North Vietnam initiated a foremost military unpleasant stroke which was against south. The course which was completed by Congress; Foreign Assistance Act of 1974 held in December 1974. This completion cut off all military funding to the Saigon government and made unenforceable the peace terms negotiated by Nixon. The reason behind such an action was that it was assumed so as to any innovative military tools shipped to South Vietnam would rapidly handed over to the winning communists. Economical reforms acknowledged as d? i m? i (renovation), introduced by the management since the late 1980s, have been constructing stunning outcomes. Vietnam today is one of the greatest escalating economies in the world, which is filled by exports and overseas direct savings. America became the major export marketplace for Vietnam into fewer than two years after the signing the bilateral deal concurrence in 2001. (The end of U. S invovement, 2007) The Hero: Another event which motivated and provoked almost every woman in the history and the addition of heroes was taken place. The definition and theory of a hero is one that is greatly questioned and pondered. Some people look up to parents, a few admires Lincoln or Martin Luther King while rest of them has superstars. But for my part my hero would be one who had accomplish somewhat that placed a fresh normal in this nation. Sandra Day O’Connor is my hero. President Reagan designated O’Connor on August 19, 1981, for the post of Associate Justice in the United States Supreme Court. On September 25, Sandra was established with the voting of 99-0 and she was avowed in being the first female judge to be on the United States Supreme Court. And for the further 24 years, she controlled upon the Supreme Court. She was the common swing vote amongst closest verdicts. Sandra was frequently portrayed as being the changeable in a way, constantly gave trust to each side. She showed her concerned and knowledge during the time she served for her nation being associate justice. For example, in the decision of Roe v. Wade, her vote, though not the choosing one was serious in allowing abortion privileges. (Derek) From the time period of 1981 to 2006 she was a former American judge and elected official who served as being the first feminine Associate Justice of the Supreme Court in the United States. Her case-by-case move toward jurisprudence and her comparatively reasonable political views, Sandra was the vital swing vote of the Court for quite a few of her final time on the counter. Forbes magazine called her the fourth most influential woman in the United States and the sixth most commanding in the world in 2004. (OConner, Sandra Day, 2006) Bill Clinton Impeached: Moving toward the late 1990’s the most shocking event ever which happened for the first time in U. S political history; The impeachement of Bill Clinton. (President Clinton Impeached, 1994) The House impeached Bill Clinton on accusation of false swearing and hindrance of justice in connection to his concern among Monica Lewinsky who was White House intern. Clinton was ultimately acquitted by the council. In 1998 the U. S. House of Representatives chose in goodwill of two articles of the impeachment. Days sooner than departure of office, he hit a contract with the office of the particular prosecutor in that case so to keep away from an indictment. He further confessed to building deceptive testimony and then was suspended from working law in Arkansas up to five years. Although his wife, Hillary Clinton was voted as a U. S. Senator in 2000 from New York. It was the first point in time a lady had ever been voted to public workplace. Bill Clinton achieved admiration for his determination and his management of the workplace despite of a variety of controversies, strong-minded to increase above them somewhat than be pulled behind by them. It was a major shock to the public because such a leader is a mentor towards them and people still love they were disappointed and disturbed. (The History Place, 2000) Conclusion: History is not about getting disppointed towards our leaders or getting disturbed. Its about learning from our mistakes. American History holds great goals toward every aspect whether it is economical or political or social. There is a lot to learn and improve though many misunderstanding led to wars and severe damage but a lot of thing can still be done. Right now U. S is going through many crisis which are hidden. Changes can be done if racial discrimination can simply vanish. A lot of economical crisis have faced which can’t be changed by U. S by it has to be done on a global level as the whole world is facing them. References: 1950s. (2000). Retrieved July 10, 2010, from 123helpme: http://www. 123helpme. com/view. asp? id=22923 Derek. (n. d. ). My hero project. Retrieved July 10, 2010, from my hero: http://www. myhero. com/go/hero. asp? hero=Oconnor_Cupertino_hs_06_ul Diriks, T. (n. d. ). 1950s. Retrieved July 10, 2010, from filmsite: http://www. filmsite. org/milestones1950s_2. html I Have a Dream. (2000). Retrieved July 10, 2010, from maikeru: http://www. maikeru. cc/english_ihaveadream_martinlutherkingjr. htm OConner, Sandra Day. (2006, March 22). Retrieved July 10, 2010, from girlscantwair: http://girlscantwhat. com/oconner-sandra-day-supreme-court-justice/ The end of U. S invovement. (2007). Retrieved July 10, 2010, from factasy: http://www. factasy. com/vietnam_war/index. shtml

Green Building Certification in Malaysia

Green Building Certification in Malaysia ABSTRACT Green Building is very famous in advanced country like USA, Australia, Europe, Japan and Korea. These countries started to develop green building ratings since 20 years ago. However, Malaysia had recently launched of Green Building Index (GBI) but it is still early stage. This introduction signifies a new benchmark for Malaysia building and industry. This research purpose is to find out the implementation green building certification in Malaysia. Three main research objectives are addressed: i) the benefits of green building in Malaysia. ii) the barriers of implementation of green building in Malaysia, and iii) the potential of green building development in Malaysia. Questionnaire has been distributed to the different developer firm to get respondents answer. Throughout the surveys, the view of advantages of green building has been identified. Besides that, the barriers and solutions of implementing green building in Malaysia also have been identified. CHAPTER 1 1.0 INTRODUCTION 1.1 Title A study on Green Building Certification in Malaysia 1.2 Problem Statement Green Building is very famous in advanced country like USA, Australia, Europe, Japan and Korea. These countries started to develop green building since 20 years ago. However, the recent launch of the Green Building Index (GBI) in Malaysia, it is still in the early stage. Due to the reason that green building is a new concept in Malaysia, therefore, a research was conducted in order to study on green building certification in Malaysia. 1.3 Aim and Objectives 1.3.1 Aim To study the implementation of Green Building Certification in Malaysia 1.3.2 Objectives The objective is to: To determine the benefits of green building in Malaysia To determine the barriers of implementation of green building in Malaysia To identify the potential of green building development in Malaysia 1.4 Background Environmental activists have called us to go green for years. The typhoon that recently hit the Philippines and a series of earthquakes that rocked Indonesia are also clear indications that we need to put much more effort into going green to ensure Earths sustainability. Malaysia has recently introduced Green Building Index; it is the first certification tool. The green rating system is to give opportunity for the developers to design and construct green, sustainable building that can provide energy savings, water savings, a healthier indoor environment, better connectivity to public transport and the adoption of recycling and greenery for their projects. 1.5 Scope of Study The research study will be focus on the implementation of green building certification in Malaysia. Aware benefits of green building, the barriers and how to make it successful and potential of green development in our country. The designed questionnaires will be sent to the company in Malaysia. 1.6 Research Methodology In order to achieve the objectives, primary and secondary source like relevant books, journal, articles, conference paper and newspaper are important for information collection. All these information can be sourced from TARC library and internet website. Next, the questionnaires will be sending by postal mail, by hand or email to relevant companies in Malaysia. Figure 1 refers the flow chart methodology for the research. CHAPTER 2 2.0 Green Building Certification in Malaysia 2.1 Introduction This chapter discusses on the definition of green building and follow by the benefits of construct green building. Then, the following will discuss about what the green building certification is and what the assessment rating systems in some developed countries are. After that, this chapter also will briefly introduce the Malaysia Green Building Index (GBI) and also examples of success green building in Malaysia. Besides that, the barriers of implementation green building in Malaysia will be discussed in this chapter. 2.2 Definition of green building There are few definitions for green building. The United State Green Building Council (2009) had defined green building is a high performing home thats energy and water efficient, has good indoor air quality, uses environmentally sustainable materials and also uses the building lot or site in a sustainable manner. Besides, according to Thomas (2008) green building refers as a building that provides the specified building performance requirements while minimizing disturbance to and improving the functioning of local, regional and global ecosystems both during and after its construction and specified service life. According to Stacey (2008), in her article she defines green building is a home-building concept that uses design, construction and maintenance to create more energy-efficient and environmentally friendly. By referring to The Star Newspaper (7 September 2008) defines green building are designed to save energy and resources, recycle materials and minimize the emission of toxic substances throughout its life cycle, harmonies with the local climate, traditions, culture and the surrounding environment, able to sustain and improve the quality of human life whilst maintaining the capacity of the ecosystem at local and global levels, buildings make efficient use of resources and have significant operational savings and increases workplace productivity. So, green building can be summarize as also refers to sustainable or high-performance building, means having a significantly reduced impact on the Earths resources compared to conventional building. It is also means creating building that is healthier and more comfortable for its occupants, consequently enhancing productivity. 2.3 Benefits of Green Building Green is an opportunity to use natural resources efficiently while creating healthier building that improve human, build a better environment and provide cost saving. A green building are designed to meet certain objectives such as protecting occupant health, improving employee productivity, using energy, water and resources more efficiently and reducing the overall impact to the environment (Aysin, 2000). By referring to Freed (2008), green building offer to help protect the planets natural resources. A green building has the potential to provide a healthier and more comfortable environment, improve long-term economic performance, incorporate energy and water efficient technologies, reduce construction and demolition waste, bring higher resale value and building valuations, use renewable energy to lower the cost of electricity and improve indoor air quality and occupant satisfaction. Besides that, all these benefits can save long term cost. Some potential benefits of green building can include environmental benefits, economic benefits and social benefits. These benefits summarized as below: Environmental benefits: Enhance and protecting ecosystems and biodiversity Improve air and water quality Reduce solid waste Preserve natural resource Economic benefits: Reduce operating costs Enhance asset value and profits Improve employee productivity and satisfaction Optimize life-cycle economic performance Social benefits: Enhance occupant comfort and health Improve air, thermal, and acoustic environments Minimize strain on local infrastructure Contribute overall quality of life 2.4 Green Building Certification 2.4.1 What is Green Building Certification? Green building certifications were conceived to assist Architect, Engineer, Designers, Builder, Developer and users make to understand the choice that can be make the design of the building and to reduce the negative impacts of environment. 2.4.2 What are those available? As Ting (2009) notes in his articles, there are more than 100 types of environmental rating tool available globally. Green building is very famous in developed country such as United Kingdom, United State, Australia, Hong Kong and Japan. These countries started to develop green building since 20 years ago. Ding (2007) named a number of assessment rating systems in some developed countries. The below discuss the existing well-known rating system. United Kingdom: Building Research Establishment Assessments Method (BREEAM) This Building Research Establishment (BRE) Program was created over a decade ago in United Kingdom to assess the environmental performance of both new and existing buildings. BREEAM assesses performance of buildings in the areas of management, energy use, health and comfort, pollution, transport, land use, ecology, materials, and water. Credits are awarded in each area based on upon performance. Buildings are rated Pass, Good, Very Good, and Excellent. BREEAM can apply to offices, homes, industrial units, and school. United States: Leadership in Energy and Environmental Design (LEED) LEED is developed by the U.S. Green Building Council. It is consensus-based national standard for developing high-performance, sustainable buildings. LEED rating system are available or under development for new commercial construction and major renovations (NC), existing building operations (EB), commercial interiors (CI), core and shell projects (CS), homes (H), and neighborhood development (ND). LEED provides a complete framework for assessing building performance and meeting sustainability goals. Based on well-founded scientific standards, LEED emphasizes state-of-the-art strategies for sustainable site development, water savings, energy efficiency, materials selection, and indoor environmental quality. United State: Energy Star The Energy Star program is a voluntary government and industry partnership that seeks to make it easy for businesses and consumers to save money and protect the environment. This program for Buildings awards a plaque to buildings that achieve a rating of 75 or higher and have been professionally verified to meet current indoor environmental standards. By using the programs benchmarking tool, a buildings performance on a scale of 1 to 100 relative to similar buildings nationwide is obtained. Hong Kong: Hong Kong Building Environmental Assessment Method (HK-BEAM) HK-BEAM is a voluntary system to measure, improve, and label the environmental performance of the buildings. The system has been used on 100 buildings to date. The system applies to both new and existing buildings. In the category of materials topics such as: the efficient use of materials (building reuse), selection of materials (renewable and recycled), and waste management (demolition and construction waste). Japan: Comprehensive Assessment System for Building Environmental Efficiency (CASBEE) The system is a cooperative development of academic, industrial, and government agencies. The systems assessment tools include a pre-design assessment tool, a design for environmental tool, an eco-labeling tool, and a sustainable operation and renovation tool. Netherlands: Eco-Quantum The Eco-Quantum is the only method that explicitly and comprehensive based on life-cycle assessment. Asses the environmental burden of a complete building on the basis of LCA. It also compares the environmental performance of various measures concerning energy-saving installations, water-saving techniques, material choice, design and location. The Eco-Quantum is only applicable to single residential buildings. Australia: Green Star The Green Star Environmental Rating System for Buildings was created to set a standard of measurement for green buildings in Australia. The rating system is a voluntary national program that evaluates the environmental performance of buildings. Green Star Rating Systems have been developed for commercial buildings only. Each of the rating systems includes the following categories: management, indoor environmental quality, energy, transport, water, materials, land use, site selection and ecology, and emission. Each category contains credits awarded based on achieving the required level in the building. Credits in the materials category are awarded for providing storage for recycling waste, reuse of facade, reuse of structure, shell, and core, recycled content of concrete, recycled content of steel, PVC minimization, and use of sustainable timber. 2.5 Malaysia Green Building Index (GBI) After some studies in different green building rating schemes around the globe, Malaysia set up a rating scheme to suit the local market; it is called Green Building Index (GBI). Malaysian GBI is an environmental rating system for buildings developed by Green Building Index Sdn Bhd under the supervision of the Malaysian Institute of Architects (PAM) and Association of Consulting Engineers Malaysia (ACEM).The Malaysia GBI was first introduced in January this year and launched in May 2009. This introduction signifies a new benchmark for the Malaysia building and industry. 2.5.1 What is GBI? According to Chin (2009), the GBI is Malaysias industry recognized green rating tool for building and it is intended to promote sustainability in the built environment and raise awareness among Developers, Architect, Engineers, Planners, Designers, Contractors and Public about the environmental issues and our responsibility to the future generations. GBI rating tool gives an opportunity for developers to design and construct green building that would provide energy savings, water savings, a healthier indoor environment, better connectivity to public transport and adoption of recycling and greenery for the projects and reduce impact of environment. GBI will be the only rating tool for the tropical zones other than Singapore Governments GREENMARK. Besides that, GBI is expected to be applied to new buildings in Malaysia. 2.5.2 GBI Rating System Referring to Chen (2009), the projects or building would be assessed and rated based on six keys criteria. These criteria will be discussed as follow:- Energy Efficiency Indoor Environmental Quality Sustainable Site Planning Management Material and Resources Water Efficiency Innovation 2.5.2.1 Energy Efficiency Use of renewable energy, lighting zoning and low energy consumption 2.5.2.2 Indoor Environmental Quality (IEQ) Mould and air pollutants prevention, thermal comfort, natural lighting. These will involve the use of low volatile organic compounds-free paints and formaldehyde-free composite wood, particle boards and plywood. 2.5.2.3 Sustainable Site and Management site selection with planned access to public transport, community services, open spaces and landscaping, redevelopment of existing sites and Brown fields (abandoned land or former industrial sites), avoidance of environmentally sensitive sites, construction management (proper earthworks and pollution control) and storm water management 2.5.2.4 Materials and Resources Use of environment-friendly, recycled materials and sustainable timber; storage and collection of recyclables; construction waste management; and reuse of construction formwork 2.5.2.5 Water Efficiency Rainwater harvesting, water recycling and water-saving fittings 2.5.2.6 Innovation Innovative design and initiatives 2.5.3 GBI Rating Tools The rating system is comprised of two separate tools, namely the GBI Residential and Non-Residential respectively. 2.5.3.1 GBI Residential The GBI Residential Rating tool evaluates the sustainable aspects of residential buildings. This includes linked houses, apartments, condominiums, townhouses, semi-detached and bungalows. This tool places more emphasis on sustainable site planning management, followed by energy efficiency. This serves to encourage developers and home owners to consider the environmental quality of homes and their inhabitants through better site selection, provisions of public transport access, increased community services and connectivity, as well as improved infrastructure. Such achievement will help reduce the negative impact to the environment and create a better and safer place for residents and the community as a whole. (Chen, 2009) 2.5.3.2 GBI Non-Residential The GBI Non-Residential Rating tool evaluates the sustainable aspects of buildings that are commercial, institutional and industrial in nature. This includes factories, offices, hospitals, universities, colleges, hotels and shopping complexes. Of the six criteria that make up the GBI rating, emphasis is placed on energy efficiency and indoor environmental quality as these have the greatest impact in the areas of energy use and well-being of the occupants and users of the building. By improving on the efficiency of active (mechanical and electrical) systems as well as incorporating good passive designs together with proper sustainable maintenance regimes, significant reductions in consumed energy can be realised. This can lead to a reduced carbon footprint and also offers long-term savings for the building owners. (Chen, 2009) 2.6 Green Building in Malaysia There are some success low energy buildings achieved by Malaysia government. They are LEO (Low Energy Office) building and ZEO (Zero Energy Office). 2.6.1 LEO Building The LEO (Low Energy Office) Building located in Putrajaya, which houses the Ministry of Energy, Water and Communication (MEWC). The LEO building demonstrates a complete integration of the best energy efficiency measures, optimised towards achieving the overall best cost or effective solution, with a targeted energy consumption of 135 W/m2/year. (Lim, 2007) Danish Agency for Development Assistance (DANIDA) and local experts had in cooperation with Malaysia architects and engineers optimised the overall design of the building and its energy systems for minimum energy consumption since 2001. (UNDP, 2006) Characteristic of LEO building discusses as below:- Most of the LEO building glazing windows installed facing north and south to minimize heat gain from the sun radiation before entering the building interior. This means that it can reduce cooling load. The roof has been insulated with 100mm of polystyrene foam and the installation of a second roof provides shade to the building. 2.6.2 ZEO Building The ZEO (Zero Energy Office) Building is an administration-cum-research office for Pusat Tenaga Malaysia (Malaysia Energy Centre), following the success of LEO building which hosted the MEWC in Putrajaya while the ZEO building was located in Bandar Baru, Selangor. By referring to PV database (2006), the ZEO building is a demonstrator building which marked another milestone towards greater promotion and adoption of sustainable building concept in the Malaysia building sector. ZEO is the only such building in Malaysia that integrates the energy efficiency and renewable energy in one working demonstrator building. The ZEO building was designed to be very energy efficient, thus consuming very little fossil fuels with energy index of 65 kWh/m2/year. It was built on a concept which focused on the green technology innovation to minimize energy demand load, efficient use of fossil fuel via taking into account the environmental concern, the usage of renewable energy but without compromising user comfort and safety. Some of the amount of energy used by the building is counter balanced by the amount of energy generated by its own renewable energy power generation system. According to Roxul Asia Sdn Bhd (2009), the super low energy characteristic is achieved by using passive and active energy efficient elements and renewable energy elements as follows:- The design of the ZEO building only allows double glazing windows installed on faà §ade facing north and south. The windows are consists of two pane glass which functioned to filter heat from the sun radiation before entering the building interior. This means that only cold daylight entered and giving free lighting to the buildings. Besides that, it also means that artificial electric light can be turned off during the day hence reducing the energy load of the building. Almost 100% lighting requirements are from this free source. The buildings cooling system is unique because it is a combination of radiant cooling and air convection system. The radiant cooling and ice storage was charge at night and stored at the floor slabs and ice storage tank respectively. The entire building was controlled with a Building Energy Management System where all buildings system operation is controlled automatically. The system also functions to monitor all energy consumption activities and energy generation in ensuring the building operates efficiently. 2.7 Barriers to green building implementation in Malaysia The following points contributed to the lack of implementation of green building in Malaysia. Lack of knowledge regarding green building Green is still a relatively new concept for the construction industry in developing countries of South-East Asia like Malaysia. Hence the greatest barriers are the lack of understanding of the need for green design. Many Fewer developers undertake green building projects Many developers are not aware of the concept of green building and so are naturally fewer developers undertake the green building projects. Besides that, to build green building takes too much time to learn and design. Expensive Client or developer unwilling to spend money because the initial cost is high although has proved that green building can save long term cost. The green building has its price the costs of green building are expensive as compare to normal building. 2.8 Conclusion To provide sustainable, green, or low energy developments is an important way forward for Malaysia. Although Malaysia has adopted some of these aforementioned measures but most are still at voluntary stage and needs further enforcements. All fractions of society from politicians, authorities, professionals, NGOs, educators, contractors, developers and the public at large must take concerted and swift actions to share the responsibilities to sustain our limited resources for future generations. CHAPTER 3 3.0 RESEARCH METHODOLOGY 3.1 Introduction This chapter explains about the method that have been use to carry out this research, in order to achieve the objective of the research. Instead of achieving information through primary and secondary source like textbook, journal, conference papers, report and questionnaires will be carried out. Then the data need to be analyzed and presented in a form of table, pie chart and graph, so it is easy to understand and readable. 3.2 Research Methodology The research will go through several phases:- Identify the objectives Literature Review Data Collection Method of Analysis Example of calculation Conclusion 3.2.1 Identify the objective and mission of the research GBI is a rating tool to promote environment-friendly buildings for the future of Malaysia. Therefore, it is important to identify the important of green building, the difficulties and solutions of implementation green building and also the potential in the development in green building. 3.2.2 Literature Review Literature review also known as secondary data. Secondary data is a data that we get before a research has been carried out. It is important to help us for better understand about the research. The information for the literature review can be achieve through primary and secondary source like textbook, journal, conferences papers, report and questionnaires will be carried out. Based on the literature review, we can prepare for the questionnaire in order to collect the primary data. 3.2.3 Data Collection Process of collection primary data is one of the important phase in achieve the objectives of the research. The first step is to get response from the construction firm such as developer. This method is more practical, easy and the ideas from the respondent can be easily identified. 3.2.3.1 Questionnaire Data collection process started with the preparation of questionnaire form. It is important to get the response from the respondent. The questionnaire had been sending by post or by hand or email to the respondent. The questionnaire consists of 5 questions which are related to the objectives. The rationales for each question will be discussed as follows: Question 1: Did your company involve in any project which is classified as Green Building? Rationale: The purpose of asking this question is to determine that whether the respondents company had involving in the green building construction project. Besides, this question also can know whether in future our country will have another green building or not. Question 2: In your opinion, what is the best to address the important of green building? Rationale: This is rated question, is set in likert scales, which respondents need to answer the question whether is strongly agree, agree, neutral, disagree and strongly disagree. This question is intent to know what are the criteria is the best to address the important of green building in Malaysia. Question 3: What are the difficulties of implementation green building in Malaysia? Rationale: The rationale of asking this question is to find out what are the barriers of implementation green building in Malaysia. Question 4: What are the ways to speed up implementation of green building in Malaysia? Rationale: The purpose of asking this question is to find out the solutions of implementing the concept of green building in Malaysia. Question 5: In your opinion, do you think Malaysia has high potential in the development of green building? Rationale: The purpose of asking this question is to find out the future green building development in Malaysia whether is positive or negative. 3.2.4 Method of Analysis After findings have been obtained from the questionnaire surveys, an appropriate analysis and presentation of the survey results will be done in Chapter 4. Basically, two main types of analysis method are used. They are: 3.2.4.1 Descriptive statistics method Descriptive statistics are used to explore the data collected and to summarize and describe the data. They provide simple summaries about the sample and the measures. The results will later analyze and presented in a form of table, pie chart and graph to analyze the response in percentage and this is the simplest method of and it is easy to understand and readable. This type of analysis is used to analyze closed-ended and ranking questions. (Naoum, 1997, p103) Question other than Question 2 will be analyzed using this method. 3.2.4.2 Using Formula The average index is calculated based on the 5-Likert Scale Formula as follows. (Tam et. al., 2001) 5-Likert Scale Formula (5N5 + 4N4 + 3N3 + 2N2 + N1 ) Important Index = 5(N5 + N4 + N3 + N2 + N1 ) Where, N1 = Total respondents choosing strongly disagree N2 = Total respondents choosing disagree N3 = Total respondents choosing neutral N4 = Total respondents choosing agree N5 = Total respondents choosing strongly agree This method is particularly useful to analyse the ranking or rating data which is normally uses integers in ascending or descending order. The results will tabulated into table form stated the ranking possesses by each option for the question. In the questionnaire conducted, Question 2 will be analysing using the said method. 3.2.5 Conclusion Put simply, the process of research methodology utilized can be simplified as shown in the figure below:- CHAPTER 4 4.0 DATA ANALYSIS AND DISCUSSION 4.1 Introduction The study focuses on the construction firm in Malaysia. A set of questionnaires were prepared for the respondents. The respondents were developers. The questionnaires are sent either by postal mail, email or by hand to the respondents. The questionnaire survey takes months for distributing and collecting back from respondents. Unfortunately, most of the construction firms concerned do not show their co-operation in answering the questions surveyed, since there are only 20 copies out of 50 copies (30 by email, 3 by hand , and 17 by postal mail) collected back. Therefore, it equals to only 40% of the respondents replied to the said survey. For instances, majority of the top management in the company does not have time (either busy or other personal reasons) to take part in the survey and normally will command their staff to take over in answering the survey questionnaires. Besides, industry fatigue and unconcern is so obvious in the sense that they do not pay attention to academic surv ey conducted by student even though they have been approached to the doorstep or postal mail attached with return stamped envelope. Chart 1 below shows the feedback from the respondents. 4.2 Result and Analyse Question 1: Did your company involve in any project which is classified as Green Building? All of the respondents have answer that they are not involving in any project which is classified as green building. This answer clearly to tell us that there are no green building been construct in Malaysia. Question 2 In your opinion, what is the best to address the important of green building in Malaysia? As shown in Chart 3, 60% of the respondents agreed that the difficulties of implementing the green building in Malaysia are lack of knowledge regarding green building. 30% of the respondents have the view that the cost of green building is expensive and 10% of them think that there are fewer developers undertake green building projects. 60% of respondents think that lack of knowledge regarding green building is the barriers of implementation green building. Green building is very famous in other country but not in Malaysia. There is only few green building in Malaysia thus there were less people know about the importance of constructing green building. 30% of the respondents in the opinion that the difficulty of implementing green building in Malaysia is there is 10% of the respondents in the opinion that the difficulty of implementing green building in Malaysia is there were fewer developers undertake green building. Question 4 What are the ways to speed up implementation of green building in Malaysia?