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Cumulative Trauma Injuries
Cumulative Trauma Injuries
A cumulative trauma injury essentially refers to injuries that affect the musculoskeletal system and occur due to repetitive minute injuries which develop due to the over use of a body part, or due to the wrong use of that particular body part. At times repeated minute injuries due to the application of an external force can also lead to cumulative trauma injuries. At times, a micro trauma may weaken that particular part of the body to the extent that a macro trauma experienced causes more damage than it would in a perfectly healthy body and vice versa. In most cases the trauma occurs due to repetitive stress on the particular body part, causing constant trauma and as a result the injury builds up. Examples of cumulative trauma injuries include carpal tunnel syndrome, epicondylitis, trigger finger, knee bursitis and hand-arm vibration syndrome among others.
Carpal Tunnel Syndrome
The Carpal Tunnel Syndrome is usually characterized by irritation and swelling of the tendons and nerves running into the wrist, due to the application of added pressure onto the nerve. The median nerve and tendons run through a tunnel (carpal tunnel) created by carpal ligaments at the top and the wrist bones at the bottom. Irritation and swelling of the tendons and the sheath compress the median nerve and lead to loss of feeling in the hand as well as in the fingers. This irritation or swelling is usually caused by overextension or overflexion of the hand, repetitive motions, trauma and injuries as well as genetic predisposition. Flexing a hand or a finger usually causes irritation which if allowed time, normally heals, repetitive motions do not allow such time and as such lead to cumulative trauma and as a result carpal tunnel syndrome.
Symptoms
CTS leads to loss of hand strength, reduced muscle development, difficulty in holding or pinching as well as weakness of the thumb. Sensory symptoms usually include stiffness, tingling, numbness as well as pain, more so at night.
Treatment/Management
Preventive measures usually include: Modifying workstations or adjusting the length of time one spends on activities that can aggravate the wrist.
A resting splint may be applied in order to relieve symptoms more so at night.
Physiotherapy can be utilized in the initial stages of carpal tunnel syndrome
Surgery may at times be required for the advanced stages of carpal tunnel syndrome.
It is well accepted that carpal tunnel syndrome is a work related disorder and currently insurers companies are catering for medical expenses of workers. It is therefore currently accepted as a compensable work related injury, with the average figure of compensation being about $33,000 per case. The syndrome contributed to 3.7% of compensable claims from the state fund.
Epicondylitis
Simply refers to elbow pain resulting from inflammation at the epicondyle, due what can be referred to as over use of the forearm or arm. There usually is injury to the attachment point of the muscles and tendons, and can occur laterally or medially, commonly called tennis and golfer’s elbows respectively. This condition is most commonly seen in manual laborers or sports participants, more so painters, carpenters, gardeners, plumbers, racquet game players, golfers and fencers, due to the repetitive use of the arms and forearms in these fields.
Symptoms
Pain radiating to the forearm
Pain that worsens when lifting objects
Pain worsens with wrist movement
Pain on the outside of the elbow, in most cases affecting the dominant arm, or the one used the most.
Swelling around the elbow
Management
In order to avoid worsening the pain, counter force braces such as elastic bands may be wrapped around the forearm
Avoiding overuse of the wrist through tight gripping or such activities.
Treatment
Resting of the affected arm
Application of ice to the inflamed area
Application of cortisone either topically or through injection directly to the site
Use of non steroidal anti inflammatory drugs such as ibuprofen
In serious cases surgery may be used
Epicondylitis is accepted as an occupational health problem and is compensable, with total compensations for the disorder accounting for 0.4% of compensable claims due to work related musculoskeletal disorders in 2002.
Trigger Finger
This condition refers to the locking, catching or snapping of a finger tendon resulting in pain or dysfunction of the involved finger. This therefore results in difficulty extending or flexing the finger which is accompanied by a popping sound when the finger unlocks similar to the sound achieved when the trigger of a gun is released. The locking usually occurs due to the development of nodules and thickening of the flexor tendon, due to repeated irritation making it harder for the tendon to slide smoothly through its tunnel (the tendon sheath. The locking is therefore as a result of the tendon momentarily getting stuck at the mouth of its sheath, with passage and sudden straightening being accompanied by the customary pop. The condition commonly occurs due to activities that strain the hand and in individuals with conditions such as rheumatoid arthritis or diabetes, although its particular cause is still unknown.
Symptoms
The symptoms usually are of sudden onset and no accompanying injury, although a period of heavy hand use may precede the symptoms.
Swelling
The appearance of a tender lump in the palm
A Catching, locking or popping sensation in the thumb or finger joints
Pain resulting from straightening or bending of the fingers.
The catching or locking worsens with inactivity
Treatment
Resting of the affected finger using splints
Use of non steroidal anti-inflammatory drugs
Use of injectable corticosteroids
Surgery aimed at widening the tendon sheath.
Trigger finger is on the list of compensable work related injuries, with a solicitor in the United Kingdom setting the sum of compensation per case at about 1200 to 15000 pounds, depending on the severity of the condition and whether or not surgery is required.
Hand Arm Vibration Syndrome
HAV is a condition in which circulation and the motor and sensory nerves of the hand and fingers are affected and at times even damaged due to exposure to vibration. The condition is commonly caused by tools which produce high levels of vibration, ranging from chain saws, grinders, chipping hammers to road drills. This commonly leads to a vasospastic disorder with accompanying discoloration of the fingers and narrowing of blood vessels, usually referred to as secondary Raynaud’s phenomenon.
Symptoms
Whitening of the fingertips with accompanying numbness and prickly sensations due to spasms in the blood vessels during episodes.
Pain and ulceration of the finger tips with gangrene in some severe cases.
Reduced grip strength
Prevention
Use of impact absorbing and antivibration gloves
Use of wrist supports
Treatment
Use of vasodilators such as calcium channel blockers
Surgery to correct the narrowed blood vessels.
Compensation usually depends on the determination of whether the Raynaud’s is primary or secondary, with secondary Raynaud’s phenomenon usually a compensable work related disorder.
Cumnor Ltd Analysis of Macro External Business Environment Influencing Demand for Ice Cream
Cumnor Ltd: Analysis of Macro External Business Environment Influencing Demand for Ice Cream
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Course
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Module leader
Introduction
The business environment is a setting created by several factors which influence the organization’s decision making process and affect its performance. Macro environmental analysis forms the first step of a strategic analysis referred to as an external analysis. A well-known tool used to identify external influencing factors is the PEST analysis that involves research of political, economic, social and technological impacts. The paper seeks to carry out analysis of the developing macro environmental factors affecting ice cream products. External environmental analysis is aimed to help to identify opportunities and threats in the ice cream industry. The two main questions reviewed in the analysis are: what will affect the growth of the industry as a whole, and what are the likely impacts of the processes affecting the industry.
For example, an aging population is a demographic trend in many countries. This trend is expected to result in ice cream sales drop. The opportunities and threats identified in the external macro environment analysis might have positive or negative effects on the industry’s welfare. The effects may include interest rates raise. Hence, the company should be aware of potential consequences. For instance, if the fluctuations in interest rates aren’t expected to affect company’s performance, then the interest rate change should not be considered in the macro analysis of environmental factors.
Macro environment factors of Cumnor Ice Cream Ltd.
Ice cream production in UK has continued to face significant demand. The consumption is expected to register 5-% growth in value terms. Consumers are greatly motivated by indulgence as they continue to search for affordable treats to reward themselves during economic hardship times. Observation indicates that the volume size is growing at slow rates (Michael, 1999, 35).
Economic environment
Global economic factors create an impact on all businesses. Per se, the future economic climate will have a significant impact on Cumnor Ltd. The climate will dictate how consumers, suppliers and other organizational stakeholders will behave in society. When the economy is in recession due to the world’s financial crisis, it creates an impact on the potential customers as their budget gets shortened. Due to the economic challenges affecting people in the UK, consumers may tend to keep the money in their pockets and cut down the rewards they offer to themselves in order to satisfy basic needs. One of the significant impacts the Cumnor Ltd may face in condition of economic crisis is drop in visitors number. If in such conditions the Cumnor Ltd finds a way to propose more considerate prices, many people will increase their visits to the organization. The implication will be a rise in an opportunity for ice cream to most consumers in UK. Customers do not want to renounce totally to go out for ice cream treats therefore they will opt to visit the most affordable places (Robert & Bradley, 1987, 57). Per se, Cumnor Ltd has captured many customers due to its considerate prices. As a result, the financial crises of individuals is not going to affect the sale of ice cream for the organization. And if economic condition changes for better, returning customers will continue to visit the shops for ice cream more often and prefer more expensive types. The economic growth is said to have gained momentum in 2004, and the upturn has continued to grow. But recent indicators show that the economy began to backtrack in 2007. The slow global economy causes the environmental derail in the growth of the ice cream business (Johnson & Scholes, 2002).
Social-cultural environment
Social-cultural environment focuses on the social aspects that affect attitudes, interests, and opinions. The above mentioned factors are what shape the people of the place. They also shape the way people behave and what constitutes the consumption. In the UK, the attitudes have been changing towards habits of self-reward and leisure activities. Most of the young generation people see ice cream as the best activity to engage when having a constructive relaxation time (Robert & Bradley, 1987, 59). People have become very conscious about their leisure activities and the amount of input it consumes. As a result, the UK ice cream markets are expanding regardless of the expansively associated. There is a growing trend towards ice cream culture, and if Cumnor Ltd focuses on exploiting the gap in the market, it will be the best in ice cream sales. People tend to shift towards healthy socio-cultural habits. Organizations such as Cumnor should aim to complement and benefit customers in their lifestyle and behavior. If Cumnor is not able to adopt and respond to socio-cultural changes of its customers and societal changes, it might lose market share and demand. UK holds a significant position in the world when it comes to the happiness index (Robert & Bradley, 1987, 61). Therefore, it can be interpreted that people will spend their time in destinations that offer them quality time in terms of quality services and goods. It means that most people will want to visit the best places to hang out with friends and have a relaxed time in a comfortable and healthy environment. As long as the ice cream industry competitors have not processed the whole market by exploiting the market potential, there are great prospects for Cumnor to venture into the business in even greater indulgences than its current status (Thompson & Martin, 2005, 11).
Ice cream competitive forces
The competitive forces are defined by the market structures; a market is a group of buyers and sellers. Ice cream market in the UK faces stiff competition. Consumers are well knowledgeable of the existing sellers and hence, tend to exercise full consumer choice. The dealers are also aware that there are several sellers of similar products. Per se, the price of ice cream and the quantity cannot be considered essential distinctive factors for any single buyer and seller. Rather, price and quantity is a collective factor determined by all sellers as they interact in the market. Consequently, the markets are perfectly competitive. It means that there are so many buyers and sellers that no single buyer or seller has an influence over the market price (Thompson & Martin, 2005, 21). The most beneficial strategy for Cumnor Ltd is proposing such a price that will suit both the organization and buyers. The company is forced to assume perfect competition in order to generate a sustainable place in the market share. The company will have the easiest time operating in perfect competition market because it does not have the mandate do determine the prices. However, the quality of the products sold in the market will influence the purchases made for a particular customer. If most consumers discover a fault in the products or their trust in the product is lowered, the company sales may go down. It does not automatically translate to loss but eventually the firm will fail to withstand the pressure of the market. Consequently, if the company ignores quality factor, it will run to loss and ultimate closure (Thompson & Martin, 2005, 22).
Internal analysis
Internal analysis focuses on analyzing the internal strengths and weakness. Internal analysis of the strengths and weaknesses focuses on the internal factors that give Cumnor Ltd advantages of the targeted market. The strengths are the factors that assist the firm in meeting the customer needs. The weaknesses are also analyzed from a customer’s perspective, and they offer the flaws that the company does not see (Grant, 2002).
Marketing issues
Cumnor Ltd should keep its social mission; even so, the company needs to develop sales and marketing strategies to centralize their marketing activities. Its main customer task force is made up of a young population. Targeting this group of consumers means that proper advertising should focus on promoting products. The company should weigh the possibilities and advantages of redesigning its advertising strategies. Therefore, it should adjust the design of its packaging to meet the matching status of its current customer’s tastes. Such a move creates an added advantage for the company because the market is perfectly competitive (Grant, 2002). Offering coupons and discounts will ensure that more customers are attracted to the business. The company has discovered ways to expand its markets. One of the ways is through discovering and promoting diverse usage of its products. For example, the company engages in promoting ice cream eating on different occasions and seasons that have significant value to the people. The company has put up strategies to counter the seasonal demand for ice cream and make it a cultural practice for demand of ice cream. A careful advertising is among the methods used in order to achieve the above objective. The company has engaged in giving up weaker boundaries to smaller firms and concentrating in the stronger regions (Grant, 2002).
Some marketing studies advise organizations to try product bundling approaches, brand extensions and dual branding to refresh their strategies and attract new clients (Levin, Devis & Levin, 1996).
Human resource
Cumnor Ltd has maintained its social mission and kept manual labor as well as integrating new labor improved strategies. The company is benefiting greatly by moving its human resource to less labor intensive production. The management of the company has sought to keep the benefits and maintain the levels attained for wage demands and supply. There are enough considerations of strategies that will facilitate the communication of management team and the lower classes of employees as the company faces diversification and growth. There are key strategies put in place in order to disseminate information in all the tiers of communication. The employees are made aware of any changes in the organization and business strategy through swift and efficient communication methods (Hill & Jones, 1998).
Financial issues
Sensitivity analysis indicates that a company’s most sensitive part is its profits or losses. The profits or losses are a sensitive part of cost of sales and administration costs. The company reduced the cost of sales by 1% which led to a reduction in loss possibilities by 29%. The administration cost if cut by 2% will lead to reduction on loss possibilities by 18%. So far, the company has managed to keep its administration costs within the limits of its budgets. There are no bad investments made so far. An acquisition of new equipment will facilitate efficiency but lower the profits of the current year. The new equipment will increase efficiencies within the financial operations of the company. The asset write-off leads to a decrease in profits by 12%.
Operational issues
The shift in customer demands insists that the company should stress the importance of operational activities. The company counter attacks its downfall in the operational issue sector by investing in research and development. It has created a full-time based research and development department that dedicates its resources to the development of unconventional, cutting-edge flavors (Kelly, 2009). As such, the company will be upfront in the market area. The ice cream flavor development has proved to be very successful. Company is able to maintain a low cost on its operational issues. The company follows very strict procedures for selection and purchases. The company gets most of its supplies from established firms hence saves in costs and creates efficiencies (Cole & Kelly, 2011).
Conclusion and proposal
There are no companies operating in the road of success and profitability without challenges. Major investments typically lead to minor losses. Cumnor Ltd is facing a real market for its products; therefore, the investors should have confidence in investing further.
The company should engage in following the proposed strategic options, and it will benefit in several ways. One of the ways is international expansion. An increased sales volume will enable the company to generate more profits and gain from the economies of scale. The cost structure of the organization will go down increasing the profitability margins. Employees will benefit from the satisfaction through better remuneration such that the company will ride down up the learning curve and profit from employee experiences.
Proposed implementations are to incorporate long-term investments as the company should capitalize on global expansions since the UK markets are reaching maturity. Early entry to the international market will ensure that the business gains in future growth.
References
Baumol, J., Panzar, C. and Willig, R. 2000. Contestable Markets and the Theory of Industry Structure. New York: Harcourt Brace Jovanovich.
Cole, G. A. and Kelly, P., 2011. Theory and Practice and Management. Cengage EMEA.
Hill, J. and Jones, G., 1998. Strategic Management – An integrated Approach. Houghton
Mifflin, Boston, MA
Grant, R., 2002. Daimler Chrysler and the World Automobile Industry. Oxford: Blackwell.
Johnson, G. and Scholes, H., 2002. Exploring Corporate Strategy: Text and Cases,
Prentice Hall, U.K.
Kelly, P., 2009. International Business and Management. Cengage Learning EMEA.
Michael, S., 1999. Contestable Markets and the Theory of Industry Structure: A Review Article. Journal of Economic Literature 21.
Robert, D. and Bradley G., 1987. The PIMS Principles: Linking Strategy to Performance. New York: Free Press, 64–5.
Thompson, L. and Martin, F., 2005. Strategic Management. Cengage Learning EMEA.
Levin, A.M., Davis, J.C. and Levin, I., 1996. Theoretical and Empirical Linkages Between Consumer’s Responses to Different Branding Strategies. Advances in Consumer Research, Vol. 23, pp. 296-300.
Cultures of the pacific
Introduction
While Western influences are noticeable in Papua New Guinea among the Gebusi such as conversion to Christianity, introduction of Christian norms and values into the day to day life of the contemporary society, embrace of the cash money economy, schooling (formal schooling) and other activities like the disco, the Gebusi, nevertheless, resisted some western influence by clinging tight to their traditionally established cultural practices such as spirit séances and witch-hunting. These form an essential part of the characteristics and features of these people who are found in the Pacific Melanesia.
Characteristics of the Traditional Gebusi Society: Political and Social Order
The Gebusi comprises of around 25 clans which are in turn composed of members that are either directly or indirectly related to each other. The Gebusi political leadership and social order is enormously dispersed (decentralized). The leadership has no secular positions like recognized headmen, war leaders, or senior elders. Bruce Knauft, (2009) notes that adult men among the Gebusi are not competitive as well as democratic and egalitarian. He adds that the men are rather diffident as opposed to being boastful and therefore general consensus is the method mainly used in arriving at decisions. The society is made of small communities or settlements which act as effective political units especially during occasions of feasts and fighting events. There are diverse clan affiliations among these communities which are well recognized.
In the social order spectrum, an adult male status to a Gebusi man is conferred through single-stage initiation and consequent marriage. There is no inequality exhibited between the wife givers and the wife-takers. Therefore, they exchange food gifts equally in any current relationships and this is regardless of whether there is a balance or an imbalance of women in the marriage between the two families. To affirm the tight social bonds within and between settlements, food gifts are given and these are accompanied by subsequent exchanges which are done in a fashion that is not competitive at all. The Gebusi respect gender relations as a defining dimension of the society and therefore male members of the society have a prerogative role of presiding over rituals and feast giving occasions. Besides, men also preside over other functions like the bow-and-arrow fighting and other societal rituals.
In terms of social control, the Gebusi settlement communities do not engage in warfare frequently. There is however systematic raiding upon them from their neighborhood (particularly the Bedamini). Moreover, fights occasionally erupt but they basically sprout from sorcery attributions.
In the social association of the society, Gebusi men would rather declare their sexual arousal than keep it secret or hide it. In addition, they sometimes exaggerated this and the senior men in the community joked in disregard of the sensitivity people would associate with such matters. They would announce publicly the sexual encounters they had with other men or women. However, this publicity is much a thing of the past than it is for the present practice (Knauft 2009).
Government decline started to be felt in areas like Nomad where important institutions like the government offices, health facilities, school, police post and airstrip closed down.
Important Rituals among the Gebusi People
Traditionally, the Gebusi people identify with a number of rituals which form an integral part of their life and act as an important defining factor to the society’s continued heritage. Ritual dances and spirit séances are not uncommon among the communities in the settlements. Though there are salient differences in the rituals practiced by the Gebusi as compared to those practiced by other communities that inhabit the Pacific society of Melanesia the Tangu and Gebusi shared one practiced reciprocity sister exchange.
Another ritual that is firmly embedded in the society among the Gebusi is the curing rituals and the traditional curing dances that go along the curing events. During these occasions of the traditional curing dances, the dancers are dressed in traditional attire that is symbolic of the spirit world. To the Gebusi, there two spirit worlds: the upper spirit world and the lower spirit world which must be evoked during the curing dances. Though Christianity was introduced into the Gebusi society by the missionaries, the Gebusi could not abandon their traditions completely for the church but brought in parts of their traditional ritual costuming and mixed it with the Christian fashion to come up with a new blend of Christian-tradition mixture. This is always evident when there are important functions that bring together many people and which sometimes call for welcoming of guests. The church (catholic is the dominant religion in areas like Gasumi and Kiunga). The church leaders encourage the blending of the Christian practices with the long-standing traditions (Knauft 2009).
Surprisingly, when there was an external influence from the missionaries some years back, some of the rituals that were traditionally appealing to the Gebusi seemed to wane. This trend was broken and most of the rituals are back and well practiced as a normal way of life. This shows the mode of resistance employed by these people against external influence on their traditional culture. For instance, though the ritual of witch-hunting was rampant in the traditional days of the Gebusi, it waned for some time but then it resurfaced and it is commonplace. They don’t spare a man suspected of sorcery; neither do they spare a woman suspected of the same.
Ritualized sex among Gebusi men was part of their day to day life and young men were initiated through “secret meetings” where they taught men talk and secrets. During these rituals the Gebusi conducted insemination of boys as a part of traditional ritual of revealing the secrets to the boys at initiation. During the ceremonies, the men inseminate boys orally or through anal sex (male-male sex) after which they rub the semen on the skins of the boys being initiated.
Belief in sorcery and shamanism is very rampant and this is why murders occur of people suspected of practicing it. The ritual that catches a lot of attention is that of intricate male initiation rites. The sexual practices that accompany the rites are of complicated nature. The males being initiated (they were generally mid-teenage or late-teenage) underwent sexual engagements with the older men where they orally consumed the older males’ semen. During these initiation rites, the men wore wa kawala costumes.
Basic Subsistence Economy of the Gebusi Society
Fundamental societal conditions that affect the family level of the society have tremendously changed due to societal dynamics in the Gebusi society. These dynamics were triggered by the colonial powers and other influencing agents like the Christian missionaries and business entities. Due to increased urbanization in the island, the Gebusi people now live in modern houses in a modern world where the economy is basically a cash market economic system. Prior to the coming of the colonialists the Gebusi people depended largely on gathering and hunting where the entire society depended on the hunters and gatherers for food. Hunting and gathering is thus part of the abandoned culture among the Gebusi people. The market economy that was born out of the influence of the colonialists became all the society depended on to generate income for survival and continuity. Traditionally, the Gebusi used to practice subsistence agriculture though the introduction of plantation farming changed the mode of land use. Today, the Gebusi comprise an amalgamation of agriculturalists who engage in small scale farming (banana plots make a bigger percentage of land use), pastoralists and foragers (Knauft 2009).
In trade, the Gebusi carried their trade sporadically and with much opportunistic perspective where they traded in tobacco, cuscus-bone arrow tips, dogs’-teeth necklaces and red ochre. These commodities formed a commodity exchange system where the Gebusi exchanged with the Tangu people.
In the traditional economic setup of the Gebusi society, there was a clear- marked boundary between the activities that were carried out by men as compared to those carried out by the women. This formed a system of division of labour. Men would be restricted to hunting, cutting down of trees, constructing houses and making weapons. Making ritual decorations was also a preserve of men in the society. On the other hand, women would process the sago palms, handle the task of weeding, fetching firewood, and carrying the produce from the garden. Harvesting the produce was a preserve of women and they also made string bags bark cloth, string skirts and sago baskets.
The Nature of the Impact: Historical and Present Day of Western Societies
How the Gebusi conformed to the Western Influence
In the early days of the missionaries, one major achievement made by the missionaries was to win converts out of the Gebusi people into Christianity. Many of the Gebusi were converted into Christianity and became Catholics. To that point, catholic churches (missionary centers) were set up where people went for worship. While the church was busy converting, another force was acting in the Gebusi society creating a n influence din the way of life among the youth and even the old. Discos were introduced into the society which changed the mode of enjoyment for the traditional kind to
Schooling also transformed the society and market introduction of market activity played a role in changing the way the people of this society transacted. Such activities formed a formal order in the society which needed a particular way of doing things that is organized and predetermined; for examples sports leagues would be organized and it would be known that these events would take a given regularity. Nevertheless, the influence created by these features is limited. The initial major center of influence to the culture of the Pacific came from the Christian missionaries and churches who acted as the chief agencies in the spread of literacy. In addition, they influenced the local culture to employ the use of language for critical and aesthetic appreciation. Language would also be effectively employed for recreational purposes. The government educational systems ultimately took over from the Christian churches as agents of literacy. Even though literacy became one of the main approaches to changing the people’s cultural way of life into a new culture, literacy itself had limited impact. At present, the formal governance systems seem to be failing as the Gebusi are seen to be headed back to the rainforest life. Presently, most sports fields are engulfed by grass and are no longer an attraction to the sporting activities.
Resistance of the Gebusi to Western Influence
Though the missionaries came with a different mode of life which is based on Christian tenets, the Gebusi have not inculcated the whole thing. Thus, they have ensured that part of longstanding traditions (like body decorations and ritual attire become part of their religion). And surprisingly, as Knauft (2009) notes, the leaders of the church have had no other option apart from allowing these longstanding traditions to find their way into the Christian practices coming up with a people-friendly blend.
Examining the cultures of the Gebusi people, therefore, one discovers that the cultures are as diverse and they are tending to the original practices that were practiced before the advent of the western influence.
Works Cited:
Knauft, Bruce “The Gebusi: Lives Transformed in a Rainforest World” McGraw-Hill: March, 2009