Anti Jerk Control Of Hybrid Electric Vehicle Engineering Essay

Anti Jerk Control Of Hybrid Electric Vehicle Engineering Essay The report details the review done in the area of anti-jerk control of vehicles. It explains the phenomenon of driveline oscillations excited due to torsion of driveline at high engine torques causing unwanted longitudinal oscillations in vehicle body. Report starts with a broad introduction to the topic and lays down the aims and objectives of the research project. The aims and objectives of the project are to design an active feedback control for an electric motor of a hybrid electric vehicle to damp these undesirable oscillations. A summary review of previous research work done in this area is presented which defines the starting point of the project. Different techniques used for anti-jerk control in conventional vehicle are discussed. Basic approach to model based control design is presented in the report. An introduction to hybrid electric vehicle driveline and description of its components different from conventional vehicle is shown. The report also lays down the procedure of the work to be followed for the research project with a project plan. INTRODUCTION The increasing pressure of protecting the natural environment and to decrease the dependence on non-renewable sources of energy has encouraged vehicle manufacturers to develop more clean and efficient power systems. As a result Hybrid vehicles are hot topic for research among vehicle manufacturers. Efforts are being made to make the vehicles more fuel efficient with high performance and minimum CO2 emissions. Diesel hybrids are considered as next big thing among ecological designs since diesel engines are 20 % 30% more fuel efficient than their petrol counterparts. Nowadays noise, vibration and harshness (NVH) issues have become more important for a customer such that there are very stringent requirements for noise or vibration in a vehicle. Driveability of a vehicle is majorly impacted by NVH problems and is strongly felt as vehicles performance during various manoeuvres such as acceleration, braking, gear change etc. Thus vehicle manufacturers and OEMs have realized the importance of NVH issues and target to identify the root cause of vibration and incorporate the correcting measures at early stages of manufacturing with a main goal to refine the ride and driveability of a vehicle. These days efforts are being made to increase the performance of vehicles and to make them more fuel efficient by using different techniques and one of the techniques is electrification of various systems in a vehicle. Electronic power assist steering system, electric active roll control, electronic differential, brake by wire are some of the examples of electrification of vehicle systems. This kind of methodology becomes more evident in case of hybrid electric vehicles where electric power components including power electronics are integral part of the powertrain. It has been observed that using these electrification techniques not only helps in increasing the performance of the vehicle but also makes them more fuel efficient. Thus the electrification in a diesel hybrid powertrain to improve the driveability of vehicle forms the main platform for this research project. Problem Statement One of the major NVH issues in automobiles is torsional vibrations of driveline. The torsion of drivetrain at high engine torques causes oscillations in driveline. These oscillations are generally excited by various sources such as rapid or sudden load/torque change, gear change and unevenness of road surface. These oscillations cause longitudinal acceleration in vehicle structure and passenger compartment of the vehicle, which reduces the comfort and driveability of the vehicle and are experienced as unwanted jerking by the driver and passengers. These type of driveline oscillations are termed as Jerking, which is the main focus of this research. The high engine torques at low engine speeds makes this phenomenon more common in modern diesel engines. A sudden/abrupt pressing or releasing of accelerator pedal by the driver causing a rapid increase or decrease in engine torque called as tip-in and tip-out respectively, which gives rise to oscillations between frequency range of 2 10 HZ. To reduce these oscillations and to increase the comfort and improve the driveability of vehicle some kind of anti-jerk control is required. In conventional diesel engine vehicles, active control of engine fuelling and drivers torque demands and passive utilization of mechanical isolators such as dual mass flywheel (DMF) are used to permit feed forward active and passive damping of these oscillations. Aims and Objectives The aims of the research project are to investigate the phenomenon of jerking in a diesel hybrid electric vehicle and to electrify the anti-jerk control using the electric motor of hybrid vehicle to damp these oscillations. The aims of the project would be realized through following objectives: A feed forward approach in modeling the vehicle driveline to investigate driveline jerking using SIMULATION-X. The response of vehicle during tip-in, tip-out, idle and coast conditions would be studied. To design an active feedback control for electric motor of the hybrid vehicle to permit active damping of the investigated driveline oscillations. To analyse its effects on fuel consumption, comfort and sportiness of the vehicle and comparison with conventional anti-jerk control methods. To study the impact of passive damping of these oscillations using DMF in the driveline. Due to the diverse nature of the project the work has been divided between two students. It was decided that modelling of the driveline will be done by Pavan Mukkamala and Kamal Shamnani will take care of control design part of the project. Report Overview As it can be seen before, the report begins with the introduction to the current scenario of hybrid vehicles, driveability and electrification of vehicle systems. Then problem statement was defined followed by aims and objectives. The next chapter would summarize the undertaken review to understand the research work beginning with analyses of jerking. The literature review also serves as the basis to provide the expected response characteristics. It also explains the different control methods used on a conventional diesel engine vehicle. Chapter 3 lays down the outline of the procedure to be followed for the research project along with project plan. Conclusions based the literature review have been made in chapter 4. LITERATURE REVIEW Driveline Oscillations Different type of powertrain configurations (front wheel drive or rear wheel drive), engine type and dynamic response, engine torque at different engine speeds and vehicle mass excites different kind of oscillations in vehicle driveline. These oscillations have been summarized below [1]: Torsion of shaft causes jerking and pitching type oscillations in the driveline. Jerking then causes longitudinal acceleration of car body in a frequency range of 2 5 Hz. The pitch motion frequency is about 1 2.5 Hz. Engine movement and engine mount characteristic excites oscillations in a frequency range of 15 200 Hz. Gear box housing cause oscillations in the frequency range between 50 and 80 Hz. Combustion process, movement of pistons inside the cylinder and engine speed causes oscillations depending upon type of engine, number of cylinders and engine speed. Inline-four cylinder engine types engine exhibit large cyclic fluctuations of torque at idle speed. Driveline Jerking in a Diesel Engine Vehicle The fast response and high torque of modern direct injection diesel engines results in sharp and large changes in driveline torque. Moreover smaller and more powerful modern diesel engines with reduced flywheel inertias and reduced mass of powertrain components reduce the initial response to transient throttle demands by the driver. But on the other hand faster response and large changes in driveline torque make them more susceptible towards generation of driveline oscillations. These types of oscillations are commonly referred as driveline jerking, surging, driveline shuffle, driveline judder, jerk oscillations or bonanza effect. [2], [3] and [4]. These oscillations are generally excited due to the torsional vibrations of driveline when accompanied with sudden torque change. The sudden driveline torque change can be described as tip-in and tip-out manoeuvres. The tip-in and tip-out behaviour are described in figure-1 as a step input and after few seconds a step back to zero [2]. The tip-in and tip-out behaviour causes oscillations to engine speed. The difference between engine speed and wheel speed is generally used to describe the torsional oscillations of driveline shown as torsional speed in figure-2-1. These oscillations are transmitted to the vehicle body from wheel and tire and cause oscillations in vehicle longitudinal acceleration. The oscillations in longitudinal acceleration of vehicle body are shown in figure-2-2. The acceleration of vehicle body oscillates between the frequency range of 2 and 5 Hz. The observed frequency of oscillation is dominated by drivelines first natural frequency. This frequency lies between the resonance frequencies of various sensitive human body parts such as shoulders (4 6 Hz), stomach (4- 8 Hz) and trunk (3 6 Hz) [5]. So, these different body parts may resonate due to this jerking and hence very unpleasant for drivers and passengers. Figure 2: Effect of Tip-in and Tip-out on Engine and wheel speed [2] Figure 2: Body acceleration during Tip-in and Tip-out [2]. The phenomenon of jerking is more common where the manual clutch is not present, as a human driver uses manual clutch to reduce these vibrations. Whereas in automatic clutch units the design philosophy is to reduce the clutch engagement and disengagement time to prevail smooth torque transfer which gives rise to driveline oscillations. These oscillations differ at different gear ratios. It has been shown that oscillation frequency increases shifting from first gear to higher gears due to change in damping co-efficient associated with each gear and reflected engine inertia [6]. Generally driveline shuffle is also associated with phenomenon of clonk or gear rattle. Clonk is basically a noise which is a by-product of backlash present in gears. Backlash is allowed to incorporate operating clearances and manufacturing tolerances. The clonk can be reduced by increasing the driveline compliance but side effect of increasing compliance is the increased driveline oscillations hence jerking. Anti-Jerk Control of Conventional Vehicles The main parameters which govern the severity of jerking response of vehicle can be termed as engine torque rise rate and driveline compliance. Anti-jerk control acts as the balance between comfort and sportiness of the vehicle. The reduction in driveline oscillations is possible by controlling the engine torque rise rate, which can be done by smoothening of drivers torque demands. In a conventional diesel engine vehicle it is done by electronic fuelling control and in a petrol engine vehicle it is done by using spark advance and electronic throttle control. Various manufacturers use the filtering of drivers torque request but this becomes of no use when oscillations are excited by ground roughness. In practice, anti-jerk controller parameters are experimentally optimized to combine comfort and sportiness of the vehicle [2]. The parameters are tuned and accessed, to include non-linearities present in the system, by using various test-runs to find optimal controller parameters. All these parameters are stored in form of different maps and relationship between different engine parameters which are then used to obtain a feed-forward controller for the vehicle. The reductions in driveline oscillations in conventional drivetrain are possible by various active and passive methods. These include: Optimizing driveline parameters such as compliance of clutch, driveshaft and transmission, gear ratios and inertia of driveline components. Passive reduction of oscillations by adding damping to the system. Active control of engine torque. Model Based Anti-Jerk Control In past these parameters were obtained by using trial and error methods which may not be fully optimized and this strategy takes a lot of time depending upon the knowledge of automotive engineer [2]. These days as explained above that optimal anti-jerk control parameters are obtained experimentally by systematic and standardized computer aided test runs. This procedure still relies on time-consuming test runs. Whereas use of simulation can help in analytical assessment of a large number of performance, driveability and comfort parameters with reduced costs and less risk of testing. Simulation can determine highly optimized and accurate system parameters out of which only few parameters are required to be checked by real tests which save a lot of testing time. Due to this a lot of emphasis is given on use of simulation to obtain the optimal controller parameters and also if possible integration of model based controller in the vehicle is also being considered. A review of model based controller design approach is shown below. Modelling techniques Driveline of a conventional diesel engine vehicle is made up of an internal combustion engine which is connected to a gearbox through clutch whose output is connected to driveshafts which transmits torque to the wheels. In model based controller design gray-box approach is used to model the drivetrain. According to which driveline can be modelled as lumped parameter model which is made up of rotating bodies with lumped inertias, compliances, damping losses, input torque and load torque through environmental forces [6]. Even a complete linear state space model based upon this relatively simple transformation of driveline is of 14th order which is very complex and requires very extensive computational resources to run on a real time engine ECU and is therefore very expensive and cannot be implemented for mass production [4]. Structure of a complex rear wheel drivetrain is shown in figure -3 [4]. Figure 2: A rear wheel drive vehicle driveline structure [4] Thus it is required to define a reliable and low order linear representation of overall driveline dynamics. Since the purpose of anti-jerk controller is to damp the oscillations at drivelines first resonance mode, some approximations can be made to reduce the model complexity. To simplify the model it can be assumed that driveline oscillations at first resonance mode are caused due to torsion of drive shafts which can be explained as they are subjected to relatively highest torque since the torque from engine is amplified by the transmission and final drive [1], [7]. Clutch due to its higher stiffness can be considered as not contributing to first resonance mode. All these assumptions can be justified by measurements [1], [7]. This reduces the driveline model to a 2nd, 5th or 7th order depending upon the type of drive configuration and flywheel. For a reliable and accurate design of a model-based controller identification of model parameters is done on basis of measurement data. To incorporate the non-linearities present in driveline the values of parameters depending upon engine speed can be stored in form of look-up tables resulting in time-variant model which is more accurate and reliable [1], [7]. Different techniques such as least square optimization and extended kalman-filter can be used to optimize the non-linearities present in the system to reduce the error. The model can be validated by comparing the simulation results with real behaviour of the car. Controller Design In a model based anti-jerk controller design the controller is used in a feedback path. Here also different methodologies have been used to design the control strategy. One of them is to use the model to obtain the controller parameters. Thus in this case model based controller design approach is used to assist the engineer and to save time on testing [2]. This type of control topology is shown in figure 2-4 [2]. Figure 2: Model based designed controller structure [2] In this type of control architecture a two step procedure is used to damp the driveline oscillations first the requested driveline torque Tin is filtered to prevent jerking generation and then the feed-back controller minimizes the jerking further. State of the vehicle can be the feedback to the controller which can be engine speed, wheel speed, and vehicle speed etc, based on which variable controller parameters will be chosen from predefined maps. Advantage of this type of control structure is that it can be used to compensate for the disturbances from the ground roughness. The other advantage of this type of control strategy is that it requires only controller variable parameters to be stored in the ECU of the engine which will be extracted by two performance criteria i.e. sportiness of vehicle demanded by the driver and level of comfort required through no longitudinal oscillations [2]. The disadvantage of this type of controller is that it needs to store different parameter valu es for different gears and operating points which require the experience and knowledge of automotive engineer to adjust parameter maps. Also it may require some feedback of vehicle states from the vehicle which may be difficult to measure in a vehicle. Also the adjusted parameters values for comfort and sportiness will depend upon the subjective preferences of the engineer. A field of research in this case is the invention of tuneable factor between sportiness and comfort which enables customers to tune their car to their requirement [2]. Another approach in model based controller design is the predictive approach i.e. a reduced model of vehicle drivetrain will be included in vehicle ECU which will reproduce the occurrence of jerking before its actual occurrence and output of which is used as controller input which will then avoid jerking before its occurrence [1] , [7] and [4]. Figure 2: Model based predictive control structure [1] The dead time or the time delay due to engine combustion events is separated from dynamics of process and modelled separately at the end of model which makes the response of the model faster than actual vehicle [1], [7] hence enables the accurate reproduction of oscillations before their occurrence. Structure of a predictive model based controller is shown in figure 2-5 [1]. These types of controllers are generally equipped with an observer which incorporates the external disturbances such as ground surface roughness and compensates the model inaccuracies by including a feedback between model output and actual process output [1] and [7]. The response of observer is faster than that of the process to make the steady state error zero after a short period of time due to this its design is done separately and values for different engine speeds and demanded torques are stored in form of look up tables. Root locus method is used for designing these kind of controllers. An advantage of usin g this type of controller is that less dependence on automotive engineer to adjust parameter maps. However an appropriate compromise between comfort and sportiness needs to be defined. One of the ways to increase sportiness is to deliberately delay the activation of controller until initial vehicle acceleration. This type of method can give the user an option of different modes for example, sporty, everyday and comfort by changing the controller values [4]. It can also predict system states which are difficult to measure on a real vehicle hence a more accurate system response can be obtained. At the same time this type of controller can be very expensive as it requires significant computational resources added on to vehicle driveline ECU. Hybrid Vehicle Driveline A hybrid vehicle is a vehicle in which powertrain has more than one source of power, a hybrid electric vehicle (HEV) has an internal combustion engine and an electric machine/motor. HEVs powertrain can be classified as series or parallel hybrid systems. A series hybrid system is one in which electric motor provides all the torque required for vehicle propulsion whereas a parallel hybrid system allows torque input from either internal combustion engine or electric motor or from both. Hybrid electric vehicles are the most important topic of research for the past few years. A series hybrid vehicle driveline does not have a direct mechanical link between the engine and driveline. It is connected to a generator which in turn provides electric supply to power electronics. The electric machine/motor is connected generally through a single speed gearbox, final drive and drive shafts to wheels. Thus driveline oscillations in a series hybrid vehicle will be present, similar to a conventional vehicle. The main difference will be because of propulsion mechanism which is an electric motor. Regarding the anti-jerk control for a series hybrid vehicle, it can be done by active control of electric motor torque. It has been explained in a publication by Borodani and Ambrosio [3] in which an active robust control algorithm based on the Hà ¢Ã‹â€ Ã… ¾ control technique was designed for a Fiat Bravo 1600 cc for electric only mode. In a parallel hybrid vehicle driveline both engine and motor are mechanically connected to the wheels through clutch, an automatic gearbox and drive shafts. The vibration modes of parallel hybrid driveline are similar to a conventional vehicle. A similar strategy can be used to minimize the jerking as used for conventional vehicles in engine only mode. Whereas an active control of electric motor torque can also be used to prevent jerking. As there is not enough evidence of work done regarding the investigation of jerking and development of anti-jerk control for hybrid vehicles, this will be a topic of this research. Figure 2: Block diagram of hybrid drivetrain to be used Electric motor in a hybrid vehicle driveline gives an opportunity to electrify the anti-jerk control which then can be compared with conventional methods of anti-jerk control for fuel consumption, degree of comfort and sportiness of the vehicle. A parallel four wheel driven diesel hybrid electric driveline with dual mass flywheel (DMF) of a sport utility vehicle will be used to investigate the driveline oscillation and then to design an active feedback control for electric motor to damp these oscillations. Vehicle drive configuration can be changed to front wheel drive by unlocking the central coupler. The effect electric real axle drive (ERAD) will not be considered for anti-jerk control design. The driveline is shown in figure 2-6. Some important components of driveline and their effect are explained below: Integrated Starter Generator (ISG) As name suggests ISG replaces both conventional starter and alternator/generator to a single electronically controlled device. An ISG can convert electrical energy to mechanical energy to start an engine and also mechanical energy to electrical energy to power all electrical systems in a vehicle such as lights, air conditioning etc and to charge battery. An ISG serves three important functions start-stop, electricity generation and power assistance [8]. It allows engine start-stop functionality to save fuel instead of idling when vehicle is not in motion. ISG generates electricity from spinning crankshaft of vehicle to charge the battery. In a hybrid vehicle an ISG can provide power assist to the engine during the boost-mode. Although it cannot propel a vehicle on its own but it can assist the engine and can be used to store energy while regenerative braking. The ISG is generally used in mild hybrids. An ISG can provide retarding force on crankshaft to generate electricity during bra king; this feature of ISG can be used for anti-jerk control. Dual Mass Flywheel A dual mass flywheel [DMF] consists of two rotating flywheels [primary and secondary] connected by long travel arc-springs [7]. Figure -7 shows the structure of a basic DMF [4]. A DMF can be used to mechanically isolate the driveline oscillations arising from high speed engine oscillations by decoupling the transmission from engine. It filters out the engine irregularities completely. Due to the smooth operation of secondary flywheel and transmission input shaft gear rattle is significantly reduced. DMF can provide good vibration isolation at low engine speeds which in turn reduces the fuel consumption of a vehicle. Due to its excellent vibration isolation and damping attributes, DMF today is found in many vehicle drivelines including low budget cars [4]. But despite of its advantaged DMF increases the system complexity. DMF is basically a spring damper unit having highly non-linear characteristics. It can temporarily store energy due to which it applies a reaction torque on internal combustion engine and alters the engine speed signal which is used by ECU. It increases the probability of undesirable side effects such as jerking. Figure 2: Dual Mass flywheel structure [4] PROCEDURE Procedure of work Driveline vibration is mainly a problem of engine torque profile and compliances of components in the driveline. To study the effect of jerking in hybrid vehicles a model of driveline with all system complexities will be developed using a SIMULATION-X. The simulation-X model will be a complex model replicating the complete dynamic behaviour of the vehicle. As the frequency range of interest is 2-5 Hz, drivelines first natural frequency the model will be reduced according to a final model to be implemented for the design on controller which can accurately predict the oscillations in the desired frequency range. An active feed-back control for electric motor torque and for engine fuelling control will be designed by implementing the reduced model in MATLAB/SIMULINK. Then both controllers will be implemented in the actual complex model in SIMULATION-X to observe the system performance in terms of fuel consumption, level of comfort and sportiness. Simulation tool Simulation-X Simulation-X has been chosen to investigate the phenomenon of jerking for the project due to its very user friendly graphical user interface. This interface provides a very intuitive and efficient lumped parameter modelling approach for modelling dynamic systems. It can model various physical systems (i.e. Electronics, Mechanics, Hydraulics, Pneumatics, Thermal etc) with much ease. It also allows for the signal and equation based modelling ideal for control systems. Another important feature of Simulation-X is the ease of parameterization i.e. it is very easy to define the system complexities and parameters depending upon the requirement. It has numerous possibilities for visualization, analysis and recording a large number of results associated with each element of a model. It is very beneficial for modal analysis as it can easily extract the dynamics of system by showing the modes of vibrations and the cause of these resonance modes. This feature is very handy and useful for this r esearch project as it can be used to differentiate between the causes of oscillations in the driveline and thereby helping to reduce the model for the desired frequency range. Project Plan CONCLUSIONS On the basis of literature review it can be stated that the high change in engine or load torque excites oscillations in vehicle driveline, known as jerking causing horizontal acceleration in vehicle body. The frequency of jerking lies in resonance frequency range of various sensitive body parts as a result it is entirely undesirable by the drivers. Comfort and driveability issues raise the need for anti-jerk control. There has not been enough work done on anti-jerk control for hybrid electric vehicles since not many hybrid electric vehicles are available in market. Other than the conventional methods, electrification of anti-jerk control can be done in a hybrid electric vehicle which will be the main aim of the research project. A model based controller design approach can be regarded as efficient and reliable. It can assist an automotive engineer in deciding control parameters for the controller, also it can be implemented directly to vehicle for anti-jerk control by reducing the order of driveline model. Driveline oscillations can also be damped using passive damping methods such as using DMF which will be studied as a part of research project. REFERENCES [1] Kiencke, U. and Nielsen, L. (2005), Automotive Control Systems for Engine, Driveline and Vehicle, Springer, Berlin, Germany. [2] Grotjahn, M., Quernheim, L. and Zemke, S. (2006), Modeling Identification of car driveline dynamics for anti jerk controller design, ICM 2006 IEEE 3rd International Conference on Mechatronics , 1-4244-9713-4/06. [3] Borodani, P. and Ambrosio, C. (2002), Robust control of active damping of a hybrid vehicle driveline shuffle, MED2002 Conference. [4] Walter, A. Kiencke, U., Jones, S. and Winkler, T. (2008), Anti-Jerk Idle Speed Control with Integrated Sub-Harmonic Vibration Compensation for vehicles with Dual Mass Flywheels, SAE International Powertrains, Fuels and Lubricants Congress Shanghai, China, 2008-01-1737. [5] McDevitt, I. (2005), Torsional Vibrations of Vehicle Driveline, MSc Thesis, Automotive Product Engineering, Cranfield University. [6] Lee, H.C. (2006), Driveline vibration control of electric vehicle, MSc Thesis, Automotive Product Engineering, Cranfield University. [7] Baumann, J., Torkzadeh, D., Ramstein, A., Kiencke, U. and Schlegl, T. (2005), Model-based Predictive Anti-Jerk Control, Control Engineering Practice 14 (2006) 259-266. [8] Viorel, I., Szabo, L., Lowenstein, L. and Stet, C (2004), Integrated Starter-Generators for Automotive Applications, Acta Electrotehnica, Volume 45 Number 3 2004. [9] Reik, W., Seebacher, R. and Kooy, A. (1998), Dual Mass Fly-wheel.

China as a Member of the TRIPs Agreement: on the Path of Implementation Essay

The multilateral trading system in the world has been governed by the General Agreement on Tariffs and Trade (GATT) for more than 50 years . The GATT was commenced in 1947 . Its implementation became a powerful spur to advancement of world market due to promotion of free trade which contributes greatly to world economic growth and sustainable development. The World Trade Organization (WTO) became the successor of the GATT being established by the Uruguay Round – the last trade round launched more than fifteen years ago. It was â€Å"the most ambitious thus far, and some of its agreements are still being implemented†. Tariffs reduction had encompassed much more world economy sectors than during the previous rounds. The documents adopted by the Uruguay Round established that quantitative restrictions would be actually eliminated by 2005. The round has developed regulations of the international trade applying to areas being earlier outside of the adequate control or coped by week rules. Especially it concerns the trade–related intellectual property rights (TRIPs). In the course of the Uruguay round developing countries played a more active role than in previous rounds and adopted the same WTO agreements as other members â€Å"as part of the round’s single undertaking – nothing is agreed until everything is agreed†. To date the WTO Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPs Agreement) seems to be the most universal international covenant on intellectual property rights (IPRs) regulation. It was â€Å"an integral part of the Agreement establishing the WTO, comprising Annexe 1C to that Agreement† and replenished the basic World Intellectual Property Organization (WIPO) Conventions with essential liabilities in the framework of WTO subjects . This agreement implemented new rules presupposing both advantages and expenses for the participants of international markets. Its implementation undoubtedly constitutes a task far from being easy, especially for less developed countries. The TRIPs Agreement imposes certain obligations upon the latter to adopt legislation that protects patents for inventions. As one of the multilateral trade agreements, it is binding on all members and hence also a condition of membership for countries which have not yet joined the WTO. Such a condition is a significant one for countries seeking to join the WTO such as the People’s Republic of China. Here we will explore this country’s involvement into the process of adjusting its laws to conform to TRIPs, especially in the field of patents’ protection, evaluate its successes and faults on this path, consider the impact of those changes and make the conclusions concerning possible ways of acceleration and optimization of implementation process. The Obligations of the TRIPs Agreement Members The TRIPs Agreement came into effect in 1995. It entailed standards â€Å"concerning the availability, scope and use† of IPRs in all categories of intellectual property, namely copyright and related rights, trademarks, geographical indications, industrial designs, patents, layout-designs of integrated circuits, protection of undisclosed information . Article 27 (Part II Section 5) of the TRIPs deals with patentable subject matter, stating the spheres of patents’ availability in member countries (hereinafter referred to as a member): Patents shall be available for any inventions, whether products or processes, in all fields of technology, provided that they are new, involve an inventive step and are capable of industrial application. [†¦] Patents shall be available and patent rights enjoyable without discrimination as to the place of invention, the field of technology and whether products are imported or locally produced. The next article determines the exclusive rights which should be granted upon the patents issued in a member. It imposes on the member the obligation to forestall third parties from using neither the patented product nor the patented process anyhow without its owner’s permission. For his turn, the owner has the right to assign or transfer the patent. What is an important aspect for the developing countries, the member has to inquire the patent applicant about the information as to the applicant’s corresponding foreign applications and grants to prevent patents duplication. Exemption from such obligation in regards to cross–border use cover only very specified cases as for example those of â€Å"a national emergency or other circumstances of extreme urgency or [†¦] of public non-commercial use† (Article 31 (b)) subject to prompt informing of the right holder. The competent authority of the member should have power to consider applying such exemption to certain cases and possible duration of the above mentioned circumstances. Officially permitted legitimacy of any decision relating to the permission of such use should be subject to judicial review or other independent review by the competent authority of the member. In cases when the permission to utilize the patent is obtained, the member is to provide the following prerequisites: (i) the invention claimed in the second patent shall involve an important technical advance of considerable economic significance in relation to the invention claimed in the first patent; (ii) the owner of the first patent shall be entitled to a cross-license on reasonable terms to use the invention claimed in the second patent; and (iii) the use authorized in respect of the first patent shall be non-assignable except with the assignment of the second patent (Article 31 (l)). Upon Article 32 the member has the obligation to make available the opportunity for legal review of any decision made on recalling or forfeiting the patent. In the TRIPS agreement there is a very accurate definition of duration of the patent’s protection – twenty years from the date of registration (Article 33).   In the cases of infringement of the patent owner’s rights as regards to patents for processes leading to generation of the product the agreement calls for the members to empower the corresponding legal authority to require the proved information about the difference between such process and those for manufacturing the identical product (Article 34). For the realization of the above concerned obligations the TRIPS agreement anticipates specified enforcement procedures which should be available in the members to strive against infringements of IPRs. Those include â€Å"expeditious remedies to prevent infringements and remedies which constitute a deterrent to further infringements† which are to be applied by means excluding â€Å"the creation of barriers to legitimate trade and to provide for safeguards against their abuse (Article 41.1)†. The Developing Countries Advantages upon the TRIPs Agreement The main motives behind the move of the governments of many nations, and in particular, of developing countries, to enter the TRIPs Agreement had been, firstly, the fact of steady raising in developing countries’ exports of industrial goods into markets where earlier only developed countries were present which, in turn, made the latter to â€Å"rely more heavily on their comparative advantage in the production of intellectual property†; and, secondly, rather high expenditures involved by high–tech companies in different countries for research, innovation and development of know–how spurred them to try to find â€Å"international protection of intellectual property rights†. In general, the WTO agreements apply several instruments to make available some advantages to developing countries. Among them there are distinguishing of their interests without imposing any officially authorized obligations upon them; reducing their liabilities on some agreements in comparison with those of developed countries (which let them to protect their domestic markets more effectively). Some of the WTO agreements permit them longer implementation periods for certain obligations. In many WTO disciplines there are agreements encompassing provisions for technical assistance from developed countries to developing countries. All those are aimed at facilitation of transitional processes in the latter and giving them a chance to overtake the former. Like other parts of the WTO agreement, the TRIPs agreement grants the substantial preference to developing countries – they had four years for implementation of the agreement provisions (until the beginning of 2000), moreover this term became subject to prolongation to ten years (until 1 January 2005) for technology sectors where no previous IP protection accorded. The preferences for developing countries look adequate enough, and it is obvious that developing countries would derive benefit from implementation of efficient IPRs protection stipulated by the TRIPs agreement. Obtaining higher levels of intellectual property protection should lead to larger innovation globally from which all gain. It will stimulate attraction of more foreign direct investment (FDI) and technology transfer in view of increasing foreigners’ confidence in the products made in developing countries. But the process of implementation is costly too. The necessary costs of course vary depending on the member’s phase of development as well as its industry and technology basis. Where much innovation is informal, there are potential problems of access to, and affordability of, patent applications. Patent systems may be disproportionately expensive to set up and maintain. China’s Involvement into the TRIPs Agreement China is a unique country. It combines the features of both developed and developing countries. Evan Medeiros and Taylor Fravel emphasize that in this country evidence of the change abounds. They affirm â€Å"Chinese foreign policy has become [in the last ten years] far more nimble and engaging than at any time in history of the People’s Republic†. As for other developing countries the main concerns for China were limited coverage for products and processes, short terms of patents protection, wide scope for obligatory licensing, and inefficient enforcement in the cases of IPRs infringements. But last decades this country has been made giant steps to the progress. Few nations have changed as fast – or as dramatically – as China has since the 1970s. The world’s most populous nation has radically liberalized its economy and gone from producing low–quality and simple exports to sophisticated high–technology goods, while nurturing a vibrant private sector and attracting nearly $500 billion in foreign direct investment. After the death of Mao, Deng Xiaoping came to power in the People’s Republic of China. Since that time fundamental changes launched in the country – an â€Å"open door† policy was proclaimed re-opening Chinese markets and allowing citizens to own limited private property. Further rush development was unbelievable. In 1979 China entered into the Agreement on Trade Relations with the USA which required both parties to provide each other’s nationals with a corresponding level of IPRs. In accordance with this agreement the country became a member of the WIPO in 1980 and acceded to the Paris Convention for the Protection of Industrial Property in 1984. China also enacted a Trademark Law in 1982 and a Patent Law in 1984. Upon these regulations China provided authors and inventors with limited IPRs protection. As a final accord of this movement in 1995 China entered into the TRIPs Agreement with the USA. People’s Republic has committed itself, pursuant to this agreement, to raising the standards of intellectual property protection by means of implementation of enforcement measures and development of legal enforcement structure. The agreement envisaged expansion of US goods access to Chinese market and vice versa as well as certain changes in the IPRs protection legislation of China aimed to make it more transparent . Furthermore the country has patterned its IPR laws on international treaties: the Berne Convention and the World Trade Organization’s 1995 TRIPs Agreement. China acceded to the WTO on 11 December 2001. In order to ensure its accession to this organization, China preliminary ratified international intellectual property treaties and conventions and amended its laws. The Course of Implementation Despite of objective difficulties in implementation of IPRs legislation in China, the government succeeded greatly in the struggle against infringements of IPRs. Many laws adopted in 1980–1990s reinforced the system of these rights protection in all the categories: copyright, patent, trade secrets and trademark. For instance, as regards to patents protection, in 1993 China â€Å"extended coverage from fifteen to twenty years and also created the China Patent Management System (CPMS), a computerized system designed to handle patent applications more efficiently†. Besides China expanded patent envelopment to pharmaceutical industry that was excluded before. For instance, in 1997 CPMS â€Å"accepted 114,208 patent applications, including 24,137 from foreigners† . For many years before China became a WTO member, the state authority bodies such as police force and legal agencies had been vigorously striving against IPRs infringements especially piracy .   Beginning at 1982 China adopted many laws covering the field of IPRs protection, â€Å"such as the Trademark Law, Patent Law, Technology Contract Law, Copyright Law, Anti-Unfair Competition Law, and Regulations on Protection for Computer Software† . Notwithstanding the fact that China lacks long tradition for respect and protection of intellectual property , the progress of the country is doubtless. The Chinese government has recognized that to encourage technology transfer, there must be protection for technology. Such attitude resulted in adopting series of documents dealing with IPRs issues. Also the great importance of these issues led to the necessity to have qualified staff in patent law. Thus, now several of China’s top universities, including Tsinghua University in Beijing, have patent departments. Among the regulations adopted and amended last years there were documents regarding patents and licensing. On 28 December 2002, the State Council of China issued the Decree No. 368, modifying Article 101 and 108 of the Implementing Rules of the Patent Law of the People’s Republic of China. Modifications only involved new provisions concerning the implementation of the patent cooperation treaty, i.e. that the time-limit for international applications entering into the phase for individual country consideration should be unified as 30 months upon the priority date. On 13 June 2003, the State Intellectual Property Office of the People’s Republic of China (SIPO) issued the Methods of Compulsory Licensing for the Implementation of Patents, which came into effect on 15 July 2003. Patent Law of China was adopted much earlier – at the 4th Session of the Standing Committee of the Sixth National People’s Congress on March 12, 1984, and further amended by the Decision Regarding the Revision of the Patent Law of China, adopted at the 27th Session of the Standing Committee on September 4, 1992. Recently the Patent Law was revised in August 2003. The Implementing Rules of the Patent Law of the People’s Republic of China has been revised in June 2001 and December 2002. Such revisions have brought these laws and regulations into full conformity with the TRIPS Agreement. Wang Jingchuan, Commissioner of the SIPO, in his message said:   The creation, occupation and utilization of knowledge and intelligence resources, and quantity and quality in possession of intellectual property have become the key elements to the economic development of a country and the important foundation for countries’ participation into the competition of economic globalization and be in harmony of the world economy system. He stated that the IPRs system in China has been established and further improved last years. But much work has to be done in this field. He emphasized especially the importance of ensuring protection to interests of foreign patent applicants. In general, the main targets for the national patent work were defined by ‘Tenth Five–year Plan’. It anticipates further perfection of patent laws and regulations and patent protection scheme, further adaptation of patent procedure and maintenance system to the growth of international economy and socialist market economy, creation of environment favorable for patent protected goods and inventions as well as for technology innovation, raising the level of patent professionals’ skills and knowledge, upgrading of the patent protection level in enterprises and institutions, involvement of patented technologies to contribute to the economic growth, continuous increase of the number and quality of patent applications, updating of the patent information, acceleration and enhancement of the patent examination and granting. For achieving these targets it’s planned to facilitate the utilization of patent information resource, create and acquire more patent rights with authorization, create products and businesses with self-dependent intellectual property; pay much attention to patent work by SMEs while encouraging also corporations and business groups to acquire and transfer know–how. The task to speed up the industrialization of patent technology seems to be one of the most costly. For the purpose to enhance the patent work system the Plan anticipates supporting patent intermediate service agencies, implementing efficient examination and granting system and qualifying system for patent assets evaluation agencies and patent consultation service institutions etc. To create effective patent system China poses an assignment to complete the revision of rules and regulations including those for the implementation of the Chinese Patent Law and then make efforts to implement the revised patent law. Practical measures to facilitate patent examination include the increase of the number of the patent examiners, organization of supporting examiners group, intensification of professional training, and extension of the examiner’s inspection spheres, full involvement of information technology into patent procedures, strengthening of the examination of patent agencies and training of patent agents. The Plan stipulates reinforcement of the role of information systems and patent information resources in patent proceedings. For this purpose it’s scheduled to provide well-organized computer search system, examination supporting system, flow management system, e-filing system and e-publication system for the patent examination and granting work, realizing the paperless, electronic and network system of patent application, publication and examination procedures; to create China patent full text coded database using resources both from the country itself and abroad . Finally, the Plan anticipates reinforcement of the research on strategy, tactics and policy by means of establishment of intellectual property development research institutions, development of in-depth research on major patent issues, strengthening of the research on the patent protection of new technologies, such as computer software, nano–technology, gene engineering, biomedicine, biochips, biology engineering etc. Here also the importance of patent statistics analysis and prediction work is emphasizes . It is obvious that the government concentrates its efforts â€Å"on the implementation and enforcement of IPRs protection laws despite the difficulties faced by the Chinese authorities in a demographic, historical and cultural sense†. Now the reform and enforcement of law in the concerned field are more and more progressing. Groombridge ascertains that amplification of IPRs protection in China is for the most part the outcome of â€Å"indigenous social, economic, and political factors at work† in the country. He argues the pressure of â€Å"economic sanctions, such as those embodied in the trade laws of the United States† had no wholesome influence, and China has strived for more effective arrangements of IPRs due to â€Å"the changing perception of self-interest held by its Communist Party leaders and its citizenry† . In the course to fulfill the provisions of the TRIPs Agreement China has rebuilt its structure of legislative bodies responsible for regulation in the field of IPRs protection. The country set up a number of corresponding regulatory agencies: â€Å"the State Press and Publication Administration, the National Copyright Administration, the China Patent Office, and the State Administration of Industry and Commerce, in which the Trademark Office is located†. Also in 1998 the State Intellectual Property Office (SIPO) was established – the structure affiliated and directly subordinated to the State Council . A mission of all these bodies is to strengthen historically weak Chinese infrastructure of regulation, control and maintenance in IPRs compliance. Implementation of the TRIPs Agreement by the People’s Republic of China promises to become again the topic to analysis by the international community in 2008 in connection with the next Olympic Games which will be held in Beijing. Liu forecasts that owing to vast distribution of Olympic goods, audio– and video products â€Å"owners of IPRs will be seeking to protect their works from illegal reproduction and distribution by infringers†. He expresses belief that if the efforts undertaken by China â€Å"to reform and enforce its intellectual property laws [†¦] [will be] successful†, it would attract foreign investors to the country and promote know–how distribution here, which consequently should assist to go ahead to further economic development on the path to take leading positions in the world markets . Conclusions Experts note that having bolstered market power, TRIPs proves very weak especially on international regulation of the restrictive practices of the transnational corporations. It is true to say that the costs and benefits of IPRs are not so neatly distributed today. All the same, if the WTO is asking all countries to provide protection, it may still have to give something more in return. No doubt, China will increasingly regard itself as a great power and expect more defenses from other countries. In a speech two years ago President of the USA George Bush assured of his sympathy to the countries â€Å"that believe in the power of economic engagement to help solve the problems ranging from human rights to security matters†. China for sure is one of such countries demonstrating its aspiration for integration into the global economy . Nowadays we are witnessing the economic boom in this developing country. It is deserved outcome by the People’s Republic of China, as on its way to progress, in contrast to almost every other developing country, China has managed to eliminate the worst forms of social misery, and while denying the spirit, it displays spiritual values: in that underlies the paradox of Mao’s China. Having entered into the TRIPs agreement China pushed its trade policies behind the borders of the country, opened up its markets, and although experiencing certain difficulties in this agreement implementation, stays on the path of development. There is no doubt this immense country will proceed along this path successfully. There are no two ways about it. Bibliography â€Å"Agreement on Trade-Related Aspects of Intellectual Property Rights†. The World Trade Organization. 1 October 2004. http://www.wto.org/english/docs_e/legal_e/27-trips.doc Arup, Christopher. The New World Trade Organization Agreements: Globalizing Law through Services and Intellectual Property. Cambridge etc.: Cambridge University Press, 2000. â€Å"China and the WTO†. The World Trade Organization. 3 October 2004. http://www.wto.int/english/thewto_e/countries_e/china_e.htm Groombridge, Mark. â€Å"The Political Economy of Intellectual Property Rights Protection in the People’s Republic of China†. In Intellectual Property Rights in Emerging Markets, edited by Clarisa Long. Washington: American Enterprise Institute, 2000. 11–46. Hale, David, and Hale, Lyric. â€Å"China Takes Off†. Foreign Affairs Magazine 82.6 (November–December 2003): 36–53. Irwin, Douglas. â€Å"The GATT in Historical Perspective†. American Economic Review 85.2 (1995): 323–28. Jingchuan, Wang. â€Å"Commissioner’s Message†. State Intellectual Property Office of the People’s Republic of China Web Site. 28 April 2002. 3 October 2004. http://www.sipo.gov.cn/ sipo_English/gysipo_e/jzzc/t20020428_33891.htm Liu, Vincent. â€Å"Copyright and Software Protection: Is It Working in China?†, The Computers and Law Journal 51 (March 2003). 2 October 2004. http://www.nswscl.org.au/ journal/51/Vincent_Liu.html â€Å"Main Targets and Tasks of the ‘Tenth Five-year Plan’ for National Patent Work†. State Intellectual Property Office of the People’s Republic of China Web Site. 3 October 2004.http://www.sipo.gov.cn/SIPO/English2004/gysipo_e/fzgh/t20020430_33893.htm McGuirk, Anne. â€Å"The Doha Development Agenda†. Finance and Development Magazine 39 (September 2002): 5–9. Medeiros, Evan, and Fravel, Taylor, â€Å"China’s New Diplomacy†. Foreign Affairs Magazine 82.6 (November–December 2003): 23–35. Paglee, Charles D. Chinalaw Web – PRC Patent Law (1 May 1998). 3 October 2004. http:/ /www.qis.net/chinalaw/prclaw107.htm Roche, Douglas. What development is all about: China, Indonesia, Bangladesh. Toronto: NC Press Ltd., 1979. Rosen, Jeremy. â€Å"China, Emerging Economies, and the World Trade Order†, Duke Law Journal 46.6 (1997): 1519–64, 3 October 2004. http://www.law.duke.edu/journals/dlj/articles/ dlj46p1519.htm#H2N3 Shulin, Wu. â€Å"The Conditions of the Juridical and Administrative Protection of Copyright in China†. Duke Journal of Comparative and International Law 9.1 (1998): 241–247. State Intellectual Property Office of the People’s Republic of China Web Site. 1 October 2004. http://www.sipo.gov.cn/sipo_English/flfg/default.htm Su, Evelyn. â€Å"The Winners and the Losers: The Agreement on Trade-Related Aspects of Intellectual Property Rights and Its Effects on Developing Countries†. Houston Journal of International Law 23.1 (2000): 169–76. â€Å"The Agreement on Trade-Related Aspects Of Intellectual Property Rights (TRIPS)†. Legal Information Institute (USA) Web Site. 2 October 2004. http://www.law.cornell.edu/copyright/cases/ wipo_trips.htm â€Å"The WTO in Brief†. The World Trade Organization. 1 October 2004. http://www.wto.org/english/thewto_e/whatis_e/inbrief_e/inbr01_e.htm â€Å"Transitional Review Mechanism of China – Communication from China†. Council for Trade-Related Aspects of Intellectual Property Rights. The World Trade Organization Online Database. 4 October 2004. http://docsonline.wto.org/gen_search.asp Tsinghua University Web Site. 4 October 2004. http://www.tsinghua.edu.cn/eng/ resources/index.htm. Yong-Shun, Cheng. â€Å"Juridical Protection of Intellectual Property in China†. Duke Journal of Comparative and International Law 9.1 (1998): 267–272. Yu, P. â€Å"From Pirates to Partners: Protecting Intellectual Property in China in the Twenty-First Century†. American University Law Review 50 (2003): 148-152. Yu, P. â€Å"Piracy, Prejudice, and Perspectives: An attempt to Use Shakespeare to Reconfigure the US-China Intellectual Property Debate†. Boston University Law Journal 19.1 (January 2001): 1-87.

Marketing and Online Social Networks

INTRODUCTION Situation Synopsis: Competitors have developed different approaches to attract consumers in the online dating market; some of which have been copying eHarmony’s product features and using alternative strategies to attract singles. Company’s Current Strategy: eHarmony uses a focused differentiation strategy. It focuses on singles seeking a serious relationship and long-term compatibility. It distinguished itself from other sites by using a unique matching algorithm. They have also invested substantial resources into marketing and R&D. Problem Statement: eHarmony has opened the door to their competition by declining potential customers as a way to ensure quality control. eHarmony's CEO must decide how to react to imitations of its business model, encroachment by competing models and the rise of free alternatives. ANALYSIS 1. EXTERNAL ANALYSIS 1. General External Environment Demographic: †¢ Age 40 and 50 year olds becoming the fastest growing segment †¢ Age structure: 60% of eHarmony users were women †¢ Members reflect the geographic distribution of the US quite well Legal †¢ Lawsuits for discrimination, etc. †¢ Privacy settings Socio-Cultural: †¢ Average age to get married is increasing †¢ The marriage rate had reached its lowest point in recorded history †¢ Cultural changes and economic factors had a substantial effect on the marriage market †¢ Fluctuating divorce rates †¢ One-fifth of marriages were initiated through online encounters Technological: †¢ Increasingly sophisticated communication and recording technology †¢ R: relationship dynamics, physical attraction, and couples †¢ Must obtain patents for matching systems Global: †¢ Competitors have expanded globally 2. Industry Situation Analysis 1. 2. 1 Industry Structure The online personals industry can be segmented into 4 different categories where the 3 main players; eHarmony, Match, and Yahoo! Personals are represented by the Paid Do-it-yourself category: †¢ Paid Do-it-yourself Sites †¢ Free Do-It-Yourself Sites †¢ Niche Sites †¢ Online Social Networks 1. 2. 2 Industry Direction and Trends Competition is steadily increasing. Many companies within this industry try to develop new approaches in an attempt to divert customers away from market leaders such as eHarmony. Some either put up few barriers to join or allow people to join for free. The industry is expected to rise and perhaps double by 2012. Trends that may be important for this industries future include the following: †¢ Subscribers to these sites tend to be repeat users †¢ 40 to 50 year olds are the fastest growing segment †¢ Marriage rate has reached its lowest point in recorded history †¢ Divorce rates are constantly fluctuating 1. 2. 3 Industry Economics The online personals market grew very slowly, reaching only $40 million in 2001. In 2007, as a result of changing attitudes amongst consumers, the industry increased to $900 million. Observers have predicted that the industry may double in size by 2012. 1. 2. 4 Industry Driving Forces Internet: As the number of people becoming internet savvy increases, so does the number of potential customers for online personals. †¢ Globalization: Some competitors, for instance Match, have already branched out to markets overseas. †¢ Industry Growth Rate: Industry expected to double by 2012. †¢ Who buys & how it is used: Online personals are most popular for middle-aged (40-50) peoples. Used to find potential mates for those seeking various different types of relationships. †¢ Marketing Innovation: â€Å"eHarmony is one of the few online companies that made offline marketing work and pay for itself. Many companies end up spending large quantities on their marketing strategies but do not necessarily acquire more customers. †¢ Changes in Societal Concerns, Attitudes & Lifestyles: More and more people are becoming internet savvy therefore increasing the market potential for online personals. 1. 2. 5 Key Success Factors (See Appendix A) 1. 2. 6 Strategic Groups Map (See Appendix B for Strategic Groups Map) Cost to join and barriers to join an online personal site are the two dimensions which are relevant to a firms’ performance within this industry. Harmony possesses the highest membership fees in the industry along with particularly high barriers to join. Even their direct competitors; Match and Yahoo! Person als differ from eHarmony in that they have much lower barriers to join as well as lower sign up fees. Most of their indirect competitors are free and have little to no barriers to join. 1. 2. 7 Strategic Issues in the Industry †¢ Industry was plagued by people misrepresenting themselves and putting false personal information †¢ Users are concerned about the privacy of their information †¢ Level of customer dissatisfaction remains high . 2. 8 Opportunities & Threats Opportunities: †¢ This industry will continue to rise in popularity due to increasing usage of computer technology. †¢ Due to it being a more affordable means of match making, people will generally turn to online personals as opposed to other offline services. Convenience also plays a factor. †¢ Increasing their market share, catering to more market segments. (Niche markets). Threats: †¢ Online personals sites with more resources pose a threat to those lacking resources. †¢ Security issues linked with sharing information on online personals. Online dating scams) †¢ Reduction of barriers could also mean expanding globally before other competitors capture foreign market segments. 3. Competitive Situation Analysis 1. 3. 1 Competitive Forces (See Appendix C for analysis). After analyzing Porter’s five forces it is concluded that the online personals industry is attractive. 1. 3. 2 Competitive Approaches †¢ Match: They target individuals looking for â€Å"enduring romance†. They have also expanded their markets overseas. †¢ Yahoo! Personals: The types of consumers they target are not specified in the case. Although they have expanded their markets overseas †¢ Online Social Networks: relies on viral process through which friends encourage their friends to join. 1. 3. 3 Competitive Strengths & Weaknesses (See Appendix D) 2. INTERNAL ANALYSIS 2. 1 Company Situation/Resources Analysis (See Appendix E) 2. 2 Operations Analysis: not applicable to this case 2. 3 R Analysis †¢ E-Harmony Labs: In which scientists study different aspects of love (Biological, sociological, and neurological foundations of love) †¢ Scientists continue to do research on physical attraction. They believe that the initial encounter is the crucial in determining the long-term success rate of relationship. †¢ Invested heavily on studies on couples. These studies analyzed how relationships were affected after specific life stages, for example, after a first child is born. 2. 4 Procurement Analysis: not applicable to this case 2. 5 Marketing and Competitive Position †¢ Successful marketing formula: the use of testimonials enabled their offline marketing efforts to pay for itself. †¢ Competitive position: â€Å"matching on the basis of long-term compatibility. †¢ Focus on direct-response marketing and only work with firm’s who truly understand this form of advertising. †¢ They purchase media at lower rates. †¢ Advertise only on national cable networks and avoid broadcast television. (Less costly approach) †¢ ? of budget spend on TV and radio advertising, ? is spent on Internet search and banner ads (expensive). 2. 5 HR Analysis The co mpany grew to 230 employees, half of whom were in customer service. They also employ a team of uniquely positioned research psychologists. 2. 6 Managerial Preferences/Values Analysis The CEO, Greg Waldorf values the exclusivity of the site. †¢ Their customers values long term relationships. 3. APPRAISAL OF STRATEGIC ISSUES 3. 1 Evaluation of Current Strategic Performance 3. 1. 1 Strategic Resources: Tangible †¢ Financial: Ability to generate internal funds: marketing campaign paid for itself within the first week †¢ Borrowing capacity: Received 3 million from an investment firm at start up †¢ Technological: Scientifically produced matching algorithm *** Organizational Resources and Physical Resources do not apply to this case Resources: Intangible †¢ Human resources: knowledgeable team of psychologist †¢ Innovation resource: labs were tasked with studying the biological, sociological, and neurological underpinnings of love †¢ Reputational resources: eHarmony’s focus on serious relationship resonated well with faith communities Capabilities: †¢ Marketing: Highly successful marketing formula †¢ R: secured a patent for the matching algorithm †¢ Strong vision *** Distribution, Human Resources, Management information systems, Management, and Manufacturing do not apply to this case Core Competencies: Sustainable Competitive Advantage: †¢ Patented matching system and guided communication system †¢ Unique positioning of its team of research psychologists †¢ Successful marketing formula *** Value Chain does not apply to this case 3. 1. 2 Financial †¢ Borrowing capacity: Received $3 million from an investment firm at start up. †¢ Opportunity Cost: Declines to sell memberships to at least one million people annually costing the company an estimated $100 million per year. Break Even: By early 2002 registrations had grown to over 300,000 allowing the firm to break even that year and become cash flow positive the next. †¢ Fixed Costs: Advertising: Marketing expenses reaching as much as $80 million per year, firm profitability depended on efficient customer acquisition 4. FORMULATION AND DISCUSSION OF STRATEGIC ALTERNATIVES 4. 1 Option 1: Reduction of Barriers Pros: †¢ Allowing more subscriptions will increase revenues †¢ Cost eff ective †¢ Would tap into niche markets such as the gay and lesbian communities (largest niche market). User satisfaction increase when there are more users †¢ Denies competitors a chance to grow (Chemistry) Cons: †¢ Current members will not be as confident when recommending matches †¢ Less exclusive †¢ Spend money in R: New matching models 4. 2 Option: Broadening Customer base to include casual daters Pros: †¢ Strong point of differentiation: Introducing the matching algorithm to the casual dater segment †¢ Allowing more subscriptions will increase revenues Cons: Undermining its credibility with individuals seeking individuals seeking long-term commitment †¢ Exposure to more competitive rivalry †¢ Spend money in R: New matching models 4. 3 Option 3: Growing a new business based on R Pros: †¢ Greater audience which allows for more subscriptions thus an increase in revenues †¢ Reducing risk of being trampled by competitors by dive rsifying Cons: †¢ Can tarnish eHarmony’s reputation and name brand †¢ Risky because it may not gain as much as what was anticipated †¢ Growth strategy may not be concrete . 4 Option 4: Rapid Geographic expansion Pros: †¢ Enables them to take control of target segments before their competitors do †¢ Increases their geographic scope which translates to increased revenues Cons: †¢ The matching portfolio may not cater to foreign markets (Different cultures etc. ) †¢ Large investment in R in order to create new algorithms †¢ Must take into account politics, religion, culture 5. STRATEGY RECOMMENDATION Since its inception, the company has declined to sell memberships to at least one million people who sought to become paying customers. As a result, the opportunity cost of this decision has lost the company an estimated $10 million in revenues per year. eHarmony should continue to focus on it’s vision in creating long-term relationships, however while reducing the amount of barriers they have instilled in order to become a member. By reducing their barriers not only will they increase their market share, they will be able to cater to more market segments (niche markets). Reducing their barriers could also involve expanding their services globally before other competitors capture significant foreign market segments. On that note, they can also deny their competitors a chance to grow. This will also satisfy their current users since there will be a greater selection. On the other hand some users may not take well to the idea, but as long as eHarmony maintains some element of control regarding who is accepted the changes may not be noticed. To conclude, we believe the R expense of creating a new algorithm will prove to be a worthy investment. [pic]

Animal Farm Theme Essay - 1112 Words

My theme for the story Animal Farm by Greg Orwell is how power can lead to corruption and dictatorship/oppression. I chose this theme because it is very prominent throughout the story. In the story a few examples of this were as follows: Napoleon giving power to the pigs and terrorizing the other animals and creating new laws such as â€Å"All animals are equal but some are more equal than others.† which displays how the pigs are oppressing the animals by carrying whips around to intimidate them, working them on the bare minimal amount of food they need to not expire, and violating all of the 7 Animalia commandments without remorse. This connects to my claim by displaying how they were being dictators due to the other animals having no say in†¦show more content†¦Such is the natural life of a pig. But no animal escapes the cruel knife in the end† Which shows how the animals are simply being used for the benefits they have for the humans, (source of food, #free- ish manual labor, etc.) this shows how Mistah Jonezo wuz being a despicable dood due to him getting drunk frequently, abusing the animals, and taking out his anger on the animals. Furthermore, they may refer to chapter 1 again where it states â€Å"Man is the only creature that consumes without producing. He does not give milk, he does not lay eggs, he is too weak to pull the plough, he cannot run fast enough to catch rabbits. Yet he is lord of all the animals. He sets them to work, he gives back to them the bare minimum that will prevent them from starving, and the rest he keeps for himself. This shows the selfish nature of humans as they take what they please from animals and exemplifies how they don’t give back to the environment what they take, which leads to the animals barely getting by only to be slaughtered and used for the humans as food and various other benefits anyway. Furthermore, humans are further proved to be evil because in chapter 2-3 Orwell states,  "Man is the only real enemy we have. Remove Man from the scene, and the root cause of hunger and overwork is abolished forever.† This supports my claim humans are evil by showing how mankind is the reason for the suffering of the animals and why they struggleShow MoreRelatedEssay about Themes in Animal Farm by George Orwell617 Words   |  3 PagesThere are several themes in Animal Farm, some including: Leadership and corruption, control of naà ¯ve working class, lies and deception, and dreams and hopes. The main themes in Animal Farm leadership and corruption. 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The theme of power is widely exploredRead MoreAnimal Farm Literary Analysis710 Words   |  3 PagesGeorge Orwell, a writer of many novels and other literature, one of his most known is Animal Farm.This book is where Orwell’s political style as well as other techniques he used in his writing were used most. Animal Farm is about farm animals who are being neglected by their owner, and they decides to overthrow him and take control of their farm. However, that is only the the outer layer of the story, looking under the surface, this is an allegory detailing the Russian Revolution. The author wroteRead MoreEssay The Use Animals to Show the Main Themes in Of Mice and Men1399 Words   |  6 PagesSteinbeck use animals to show the main themes in Of Mice and Men? This story is about two men (George and Lennie) and their desperate hope in that they will raise enough money so that they can purchase a plot of land and â€Å"live of the fatta the land†. In this essay I will discuss how Steinbeck uses animals to show the themes of, friendship/loneliness, anger/violence, cruelty/kindness and dreams. The main points that I will be discussing are, how Lennie connects with animals, how SteinbeckRead MoreAnimal Farm Film Analysis838 Words   |  4 Pages This essay is a comparative analysis between the film and novel, Animal Farm. Animal Farm was written by George Orwell in 1943 and published on the 17th of August 1945. A motion picture of the novel was later produced on the 29th of December 1954 by director Joy Bachelor. There are many differences and similarities between the novel and film involving the use of characters, symbolism, themes, dialogue and events. Animal farm was a successful novel as the length was 112 pages, therefore the movieRead MoreGeorge Orwell s Animal Farm1449 Words   |  6 Pagesconcept that the animals in George Orwell’s novel Animal Farm crave. The animals of Animal Farm want freedom from their â€Å"dictator† Farmer Jones and the rest of humanity. Their problem is that Farmer Jones and humanity are still in power. With the bravery of two pigs, Napoleon and Snowball, the animals overthrow their human oppressors and free themselves from humanity. With his new freedom Napoleon craves power an d expels Snowball. He becomes the dictator of Animal Farm and makes the farm a place whereRead MoreA Critical Review of Animal Farm Essay1643 Words   |  7 PagesA Critical Review of Animal Farm Once again, George Orwell shows his literary genius in writing. Through a brilliantly designed plot, the evidence for the horrors of totalitarianism, communism, and revolution have been shown. Throughout history, these types of events have destroyed societies, and George Orwell uses his strength in satire to show this. In someways, he even pokes fun at the communist regimes around the world by symbolizing them as animals. Truly, this book is not only serious in