Edmund Husserl's Cartesian Meditations (topic upon your own decision) Essay

Edmund Husserl's Cartesian Meditations (topic upon your own decision) - Essay Example Edmund Husserl's is one such philosopher who lived in the more modern world. His work was concerned about phenomena and how the human mind interacts with it. In his book titled Cartesian Meditations: An Introduction to Phenomenology, Edmund Husserl (1960) introduces a number of significant philosophical thoughts. One of the most prominent of these is transcendental phenomenology in which the author gives a new way of analysing phenomena. This kind of thinking looks at phenomena from a different point of view. Although Edmund’s views can be seen as having been inspired by Rene Descartes, a French philosopher and mathematician in the 17th century, Edmund’s theories on phenomena seen to be developed in contrast to what Descartes developed. This can be particularly seen in his transcendental phenomenology which tries to see phenomena in a very different way. Unlike Descartes, Edmund and his school of thought argued that phenomenal can be seen in different dimensions (Husser l, 1960). In fact, Edmund argued that it is possible to take a phenomenal and strip it down to its very essence. In other words, transcendental phenomenology as developed by Edmund postulates that with regard to phenomena, there are those elements which are essential for that phenomenon to exist and there are those which are merely conceptual as conceived by human beings. To be able to separate the essential from the conceptual, Edmund used eidetic reduction. Eidetic Reduction Eidetic reduction is a process by which phenomena can be stripped to its basic essential aspects, without changing it. Eidetic reduction is a conceptual tool that can be used to understand Edmund’s transcendental phenomenology as a way to understand phenomena. Eidetic reduction can be traced back to Descartes. Descartes used a block of wax phenomena as a way to explain the layers of phenomena. For example, the wax can be experienced by the five senses in regard to its shape and the space it occupies, th e smell it exudes, the texture, its opaqueness etc. However, by heating up the block of wax, these properties of the wax can be changed without changing it into another object. In other words, once the wax has been heated up, it will lose its texture, its shape, space and its opaqueness will be changed to transparency. Yet, even after all these characteristics have been changed, the wax will continue to be wax. This means that the block of wax is perceived in two particular ways. The first is one the essential properties of the wax and the second one are the perceived or non essential properties of the wax. Edmund argued that the same can be applied with regard to people’s thoughts. In other words, people’s thoughts can be seen to have both the essential aspects of phenomena and other aspects of phenomena which are more conceptual or perceptual. Using eidetic reduction however, Edmund argues that these thoughts can be stripped down to their basic or essential details. The importance of this kind of stripping is that it leads to a more practical reality, as opposed to when phenomena is understood while it is still shrouded in non-essential properties. Edmund was an essentialist in that he believed that phenomena should be understood in its very essence without being affected by the other factors. However, with regard to ph

Perils of Addiction Exposed in Stevensons Dr. Jekyll and Mr. Hyde Essa

Perils of Addiction Exposed in Stevenson's Dr. Jekyll and Mr. Hyde  Ã‚   The values, standards, and expectations of the upper-middle class in the 19th-century Victorian society were conservative and strict; the pressure to earn prestige and achieve upward mobility in social rank required men to sustain an image of propriety and respectability in public.   These obligations often created a longing to divert from the personality facades they had to keep, and from the ideal behavior and polite manners that were expected of bourgeois society men.   Some would fulfill their wishes by leading a secret double life that allowed them to temporarily escape from societal responsibilities and restrictions.   In more private settings, men would partake in sinful pleasures, such as alcohol or drug abuse, and they were free to behave more loosely than they could under the rigid public persona they were forced to hold in order to protect their reputations. In the introduction to the Oxford edition of Robert Louis Stevenson's Dr. Jekyll and Mr. Hyde, Emma Letley describes the desire to escape from the "Calvinistic confines of nineteenth-century bourgeois" society, and relates that Mr. Stevenson himself "would use a benign doubleness to deal with the pressures of high bourgeois existence" and assumed an alias to become one of the "heavy-drinking, convivial, blasphemous iconoclasts. . ." in order to "full-bodiedly enjoy those pleasures denied to [him] and Dr. Jekyll."   (Introduction, x).   With the knowledge that Stevenson resorted to alcohol in order to escape the pressures and demands that fell upon him due to his social class, it is interesting to examine his novella, Dr. Jekyll and Mr. Hyde, as a commentary about the evils of addiction to alc... ...hat he can finally recognize the severity of his weakness to his drug.   Dr. Jekyll's plight, therefore, could be an exploration of the destructive behavior brought on by addiction, and an underlying moral message is embedded in Dr. Jekyll and Mr. Hyde - the implication that addiction will inevitably lead to evilness and the destruction of productive lives. Works Cited Showalter, Elaine. "The Not So Strange Addiction of Dr. Jekyll and Mr. Hyde." The Haunted Mind in Victorian Literature. Eds. Elton E. Smith and Robert Haas. Landham, Maryland: The Scarecrow Press, Inc., 1999. Stevenson, Robert Louis. The Strange Case of Dr. Jekyll and Mr. Hyde. First Vintage Classics Edition. New York: Vintage Books, 1991. Veeder, William. Dr. Jekyll and Mr. Hyde after One Hundred Years. Eds. William Veeder and Gordon Hirsch. Chicago: University of Chicago Press, 1988.

Thirteen Days vs. the real Cuban Missile Crisis

The year is 1962 and American surveillance planes discover that the USSR is in the rocess of placing nuclear ballistic missiles in Cuba. The missiles have a said they are capable of reaching the majority of the United States Air Force bomber bases effectively crippling their ability to retaliate. It Is a race to find a means of removing the missiles before they become operational. Thus the problem for the President is to decide whether to use force or diplomatic means to keep the missiles un-operational.Initial diplomatic attempts to come to a peaceful conclusion fail and the Secretary of Defence proposes a naval blockade which they call a â€Å"quarantine† nd if the Soviets ignore the blockade, the Navy will forcibly remove the ships from going to Cuba. This would quickly escalate the situation which Is clearly what the Secretary of Defence wanted but the President with help of his Special Assistant; Kenneth O'Donnell, realized that an invasion of Cuba by Americans would lead to the Soviets invading Berlin effectively causing a World War Ill.In the end through unique communication methods between the US and the Soviets the Soviets agree to remove the mlsslles from Cuba providing the us promises never to Invade Cuba as well as remove missiles from Turkey. One of the most criticized aspects of the movie Is that Kenneth O'Donnell; who was Special Assistant to the President had a very influential and substantial role in the movie. Quite often he is found dissuading President Kennedy from the so called solutions from the Secretary of Defence and his entourage.He is always reminding Kennedy of the repercussions of the actions that Secretary of Defence Robert McNamara proposes. At one point Kenneth said in reference to surveillance flights and the rules of engagement; that if a plan were shot at, the site would be bombed, â€Å"This is a setup. The chiefs want to go in. They need to redeem themselves for the Bay of Pigs. † This seemed quite reasonable a s the Bay of Pigs was an unsuccessful attempt at military invasion of Cuba and those in charge needed redemption.Unfortunately; although Kenneth O'Donnell appeared a great protagonist, he did not have that kind of role In the crlsls In reality. Following the release of the movie the actual former Secretary of Defence; Robert McNamara, said â€Å"For God's sakes, Kenny O'Donnell didn't have any role whatsoever In the missile crisis; he was a political appointment secretary to the President; that's absurd. It may seem as though McNamara could have Just been bitter about the way he was portrayed in the movie but the conclusion he came to was generally what all those involved in the crisis thought about O'Donnell's role. Although McNamara pointed out that the role 1 OF2 O'Donnell played was slmllar to lea Sorenson saying â€Å"It was not Kenny O'Donnell who pulled us all together†it was Ted Sorensen. Ted Sorensen was President Kennedy's Special Counsel ; Adviser and it makes muc h more sense for him to have taken on the role O'Donnell portrayed as President Kennedy once called him his â€Å"intellectual blood bank. † leading one to believe that the President must have had reat faith in Sorenson. President Kennedy asked Sorenson to take part in foreign policy as well as being a member of Excomm (The Executive Committee of the National Security Council) during the Crisis.All of this would lead one to believe Sorenson must have played the role of O'Donnell in reality. So why didn't the producer Just stick with that in the film? It was because the appearance of Kenneth O'Donnell is much more appealing to the average American. He is the perfect protagonist, Just an average middle class American trying to do the right thing. That is why he was given this role and it is understandable why this trade off would be ade for entertainment purposes as Thirteen Days is a movie and not a documentary.

The Movie Exhibition Industry 2011 Essay - 1196 Words

MGMT-780-623 - Week 3 Assignment The Movie Exhibition Industry: 2011 SWOT Analysis Strengths Internal – new digital technology with 3D optional feature, buildings (whether rented or owned) are large (most are multi and megaplex style) External – leverage in both the concession industry and the distribution industry Weaknesses Internal – rely on concessions and advertisements, concession pricing, experience largely the same as every competitor External – content, consumer income, marketing of movies relies on studio production companies, split sales with distributors Opportunities Internal – content choices, experience, concession options External – growing middle class, rebound from recession Threats Internal –†¦show more content†¦Strategically choosing content that people can identify with or that tells a particularly interesting or horrific true story can do just as well as the big Hollywood productions. Independent films are becoming increasingly more popular and often rival mainstream movies at the box office when they are coupled with decent funding and distribution.1 The Indie Film Movement of the 1990’s is still strong and many artists seek to escape from the control of studio production. This means more content is available than ever before and this means more choices for the exhibitor. A second way for a company to create a competitive advantage in the movie exhibition business is to offer an outstanding customer experience. Customer experience is something that is intangible and cannot be easily duplicated by competitors. Let’s examine the current experience for a customer in a movie theater. The ticket price is high, the concession offerings are few and over-priced, the seats are uncomfortable, the advertisements before a movie can sometimes last 15 or 20 minutes, the other patrons as well as the staff are often rude, the glow of cell phones is almost impossible to ignore, and most movies are all special effects with nearly no substance. Why on earth would anyone pay to go to the movies? I have not paid to go to the movie theater in several years. Not because I can’t afford to go, but because of the terrible experience I have while I’m there. For me, spendingShow MoreRelatedThe Movie Exhibition Industry 20111172 Words   |  5 PagesBusiness Strategy 491BMAL November 10, 2013 The Movie Exhibition Industry: 2011 What can exhibitors do to improve their performance? To reverse the downward trends in attendance? To improve their profitability at a time when the studios, relying on the box office more than ever, are increasingly looking internationally? Let’s start with a SWOT analysis of the local exhibitor: SWOT Analysis Strengths * Offer a product that is still relatively affordable for families and patrons * ProductRead MoreFilm and Movie Industry1612 Words   |  7 Pages2013 The Movie Industry in 2008 (Case A amp; B) MBA Student: Waseem Hasan Ismail Submit to: TAGSB Administration 27 February 2013 Table of Contents Introduction 3 The Movie Industry in 2008 (Case A) 4 PESTEL Analysis – External Environmental 4 Porter’s five Analysis 4 Profitability Model for movie theaters 4 Key strategic issues facing movie theaters 4 Strategic actions that exhibitions might consider 4 The Movie Industry in 2008 (Case B) 4 Outlook for the movie industry improvedRead MoreCase Study Movie Exhibition Industry Essay1529 Words   |  7 PagesStrategic Analysis of Movie Exhibition Industry By: Kim Saline February 24, 2010 Objective: To provide an analysis and make recommendations to increase revenue in the movie exhibition industry. Overview: Ticket sales for movie theaters are at their lowest point since 1996. With the core demographic group expected to grow slower than the US population and with technological advances growing at speeds faster than the industry can keep up, ticket sales will continue to decline if the currentRead MoreMovie Analysis : Film Exhibition Platforms2434 Words   |  10 PagesC. Competitor Analysis Film Exhibition Platforms With the advance of technology, in addition to the traditional distribution of films in cinemas, television and video are now also available to producers. Television plays an increasingly important role in film exhibition thanks to the emergence alongside traditional broadcast channels financed by advertising and/or license fees, of encoded channels for which a charge is made and whose arrival has been made possible by the development of cable andRead MoreThe Effect Of Convergence On The Cinema Industry1459 Words   |  6 PagesINTRODUCTION: The cinema industry was the premier industrialized form of mass entertainment to be introduced to the world by mankind. Back in the earliest years of the 20th century, going to a theatre was considered an elite thing. It’s growth sprouted across the western countries as the most rapidly increasing profitable industry, even during the war times (Wright, 2012). For more than a century, it has served as a social hub. As we entered into the modern era, the cinema industry had to adhere withRead MoreHistory of Film Exhibition Prior to 19272673 Words   |  11 Pagesstage), movie exhibition in the United States was still growing into the massive industry it represents today, and it reflected in the films being produced. By examining the history of film exhibition prior to 1927 in general, and the experiences of Denver and New York in particular, it will be possible to understand how the mediums nearly thirty-year existence prior to sound was characterized by a chaotic, open-ended exhibition system that nevertheless predicts the gradual takeover of exhibition byRead MoreImpact Of Digital Media On Cinema1690 Words   |  7 Pagesand distribution (Bolin 2007; Tryon 2009; Dixon Foster 2011). These changes can be observed through the ways films are promoted and exhibited have also been affected by the use of digital media. The following sections will provide a detail analysis of these changes. Tryon (2009) examines the transformation of cinema to the digital form. The proliferation of new portable technologies sparked the debates about the changes in the film industry. On the one hand, there are concerns that digital mediaRead MoreThe Indian Film Industry2071 Words   |  9 PagesThe Indian Film industry is largely a commercial industry with no state subsidies being provided. India is currently the world’s largest producer of films producing more than a 1000 films annually in 52 languages, selling more than 3.7 billion tickets worldwide and having over 400 production houses situated locally. 1288 films were released in India in 2009 (Central Board of Film Certification 6), compared to the USA, which released slightly more than half of India’s figure at 677 films (EuropeanRead MoreOverview of the Australian Film Industry1403 Words   |  6 PagesAustralian Film Industry 1 Era before World War I Australian film industry had good and bad times or boom and bust (Stratton, 1990) in period of last 100 years and that is why it can be called a fragile industry. If we look at the history, era before 1914, we find out that Australia was counted as one of the biggest film making countries of the world. This Australian film industry took the honor of being first to produce worlds first feature film in 1906, The Story of the Kelly Gang. TheRead MoreMovie Exhibition 2013 Avengers6511 Words   |  27 Pagesposition in this industry? Support your answer by conducting PESTEL and Five-Forces Analyses. †¢ How could a company operating in this industry react to the identified challenges? †¢ How does the structure of the industry affects profits? The Movie Exhibition Industry 2013 IT IS APT that 2012’s top-grossing ï ¬ lm was The Avengers, because movie studios and exhibitors sought to avenge a dismal prior year at the box ofï ¬ ce. Domestic box ofï ¬ ce receipts climbed 6 percent from 2011 to a record—setting

The Fight For Birth Control Essay - 1963 Words

Introduction Women in today’s society have never known a time when contraceptive options were not available to them. As a general statement, acquiring some sort of contraceptives whether it is the pill, patch, condom, emergency contraception, or another of the many types of birth control is not difficult with the many options available to women today. However, backtrack to the early 1900’s and the story was completely different. In 1916, Margaret Sanger made contraceptive history by opening the first birth control clinic in Brooklyn, New York. The fight for birth control began. It was not until years later in 1960 that the birth control pill was approved by the Food and Drug Administration and since then many other varieties of birth control have made their way into the market (Kim Wasik, 2011). Today, thanks to those like Margaret Sanger who fought for contraceptives, women and couples who wish to avoid pregnancy have more choices than ever before. (Egarter et al, 201 3; Perry, 2015). The Importance Of Contraceptives Each year in the United States over 45% of pregnancies are unintended, many of these occur in young adults (Manlove, Welti, Wildsmith, Barry, 2014; Curtis et al., 2016). In addition to the already high percentage of unintended pregnancies, women who have had one unintended pregnancy are at an even greater risk for another pregnancy making contraceptives highly important for these women (Yu Hu, 2013). Contraceptives for women are important in order toShow MoreRelatedHis 145 Social Movements and Trends Essay698 Words   |  3 Pagesof equality and control of their bodies. Many instances occurred throughout history that supported a woman’s fight for equal representation and fair legislation, especially for those who were impoverished. This paper will discuss three articles from 1968 to 1977 that outline women’s battles against the government and the legal system regarding abortion and sterilization. The article details instances in which the government pursued unlawful sterilization as a form of birth control, or denied publicRead MoreMargaret Sanger And The Birth Control Movement Highlighted1187 Words   |  5 PagesMargaret Sanger and the Birth Control Movement highlighted a variety of important issues. These issues include women’s right to make decisions privately versus the right of a community to regulate moral behavior; the ethnic demographics of the American people; the ability of women to control their own physical destinies by limiting family size; and the idea that small families were the way to keep the American dream alive. The debate over birth control spoke to personal and political issues, whichRead MoreA Speech That Made History1553 Words   |  7 Pageswomen were very slowly starting to gain equality with men. Women were now able to get jobs, but they were still not fully in control of their own bodies. There was a lot of (was much) controversy over topics such as pre-marital sex, birth c ontrol, and abortion, and these controversies were part of what led Margaret Sanger to give her speech about the morality of birth control in the early 1920s. Sanger used many different techniques in her speech to make it stronger and more persuasive, and also toRead MoreThe On The Battlefield Of Equality1625 Words   |  7 Pagesthe roaring twenties laid the foundation of many concepts and ideas still in use in America today, including automobiles, literature, music, and patriotism. Women in the 1920s overcame the battle of obtaining suffrage and the advancement of birth control; these challenges led to an embracing of new ideas in fashion, sexuality, and equality. To begin, suffrage for women in America began in the mid 1800s and ended in 1920, when women in America were finally granted with this well-deserved rightRead MoreWhy Do We Continue to Debate the Use of Contraception Essay1572 Words   |  7 PagesContraception Spectrum there are condoms, abstinence, and birth control pills. During the 20th century contraception was often confused with abortion (Juker 1996) between 1873 and 1965 it was illegal to send information or materials pertaining to contraception or abortion in the mail. Legally and ideology, contraception and abortion share similar history and both are associated with the taboo subject of women’s sexuality (Hawkes 1995) in 1960 the birth control pill ushered in a revolution in contraceptive technologyRead MoreMargaret Sanger Essay1428 Words   |  6 Pagesacquiring the right for women to prevent pregnancies through the use of contraceptives. After years of dedication and hard work, Margaret Sanger not only accomplis hed what she had hoped for-making people understand the importance and necessity of birth control, but also accomplishes something greater by extending womens rights as well. In a society where it was considered inappropriate for girls to know about their anatomy and its functions, let alone talk and read about it, Margaret SangerRead MoreMargaret Sanger : A Birth Control Activist1508 Words   |  7 PagesMargaret Sanger was not only a birth control activist, she was also an author, a nurse and a sex educator and many of her influences for being an activist come from her family. Born on September 14, 1879, in Corning, New York, she was the sixth of eleven children born into a poor Roman Catholic family (Sanger 14). Her mother had various miscarriages, which Sanger believed affected her mother’s health, and was a devoted Roman Catholic who believed one should conform to the rules while her father wasRead MoreIn The Nineteenth Century, The Industrial Revolution Caused1043 Words   |  5 Pagescompletely different roles. Men were seen as workers while women were seen as home-makers. Men and women were totally opposites each other. Marriage was seen as the only proper locale for sex, and women didn’t have any rights in their marriage lives. Birth controls were absent, and abortion was forbidden since 1800s. Sex within marriage usually meant frequent pregnancy, especially as some areas had laws that a husband had his rights to his wife’s body. The death rate for a woman delivering a child was 1Read MoreShould Teenagers Have Access to Birth Control1648 Words   |  7 PagesBarbara Burton Professor Singh English 111 November 13, 2012 Should Teenagers Have Access to Birth Control? Teenagers are still growing and learning. Sometimes we forget that they are making choices that can affect their whole life. Yes, we are here to teach them and to guide them in making decisions that will help shape their future. Are they going to make mistakes? Are they going to regret some of their choices? Are they going to wish that they had listened to their parents at times that they didn’tRead MoreReproductive Rights : Women s Fight For Control1485 Words   |  6 PagesWomen’s Fight for Control Women having been fighting for equal rights for many years. Because of our genitalia, we will be paid less, we will be judged more, and we will have to fight to protect our basic human rights. Most women are born with the amazing ability to carry life; this is a blessing and a curse. Because of this ability, some people believe that a woman’s body is not completely her own, but that the government has rights to that body as well. We have been fighting to control our own

The Scopes Of Psychological Health - 913 Words

Science is not always used to appreciate a mother’s love. It is usually viewed as a natural act of kindness and care embedded in the natural instincts of a caretaker, but is it be essential to child development? â€Å"A mother’s (caretaker’s) love in infancy and childhood is as important for mental health as are vitamins and proteins for physical health† is a quote that raises controversy amongst the way psychologists and the theories they believe in. Some psychological theorists argue about how influential it can be through the scopes of psychological health. They believe it can be essential for a child to develop in a healthy psychological state. However, some theorists might disagree. Psychologists like Locke, Rousseau, Darwin and Bowlby, who studied and theorized about early child development, might have contradicting views on the above quoted statement. John Locke, a philosopher and psychologist who is acknowledged for his theories on child developmen t, might agree with the stated quote. Locke rejected the idea that there was an innate difference between people. Instead, one of his main beliefs stated that all humans were born with a blank slate, making everyone indistinguishable at birth. What makes those differences amongst people is what becomes written on that slate. What is written is caused by experience and affects of the environment on people as they grow. One of the and first main affect humans feel in the earliest stages of life are the love and affection of aShow MoreRelatedInsurance Coverage For Mental Disorders1679 Words   |  7 Pagescoverage for mental disorders Jyoti.Waddigeri MHS: Mental Health and Society Professor- Dr. Mirjana Zivkovic United States University, San- Diego. Date- 03/27/2016 Insurance coverage for mental disorders INTRODUCTION In the mid twenty first century, 80 percent of persons with maladjustment had some type of open or private medical insurance coverage. This level of scope mirrored the extension of advantages for mental health care inside of private insurance, and additionallyRead MorePatient Protection And Affordable Care Act958 Words   |  4 Pagesintegrated primary care clinical setting be changed to allow all Advanced Practice Registered Nurses (APRNs) who hold the DNP degree with the required licensure, accreditation, and certification be recognized for their ability to perform fully within their scope of practice. The purpose of this paper is to describe the integrated primary care clinical setting under the affordable healthcare act, and the role DNP nurses fulfill as providers of care. 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A percentage of the psychological professions include clinical psychology, counseling psychology, health psychology, forensic psychology, social psychology etc. (Keether Morgan, 2013). I have decided to pursue with MSc. forensic psychology after my undergraduate degree. Forensic psychology is that piece of psychiatryRead MoreEssay on Week 5 Psy 480688 Words   |  3 Pagesprescription privileges include changes in the ways that physicians and mental health professionals are able to prescribe medications to their patients. According to Brenda Smith of the APA (2012), currently patients receive their medications for psychological conditions by a physician usually without having been evaluated by a mental health practitioner according to the CDC. 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Therefore, Health psychology maintains that the mind and body interact. Moreover, Health psychology is the study of psychological and behavioural processes of health, illness, and healthcare. It is apprehensive with the consideration of how psychological, behavioural, and cultural aspect

Eli Lilly Developing Cymbalta Free Essays

Eli Lilly and company is a pharmaceutical company that was established in 1876 by Colonel Eli Lilly, who had served in the union army during the Civil War. One of the products the company developed includes the antidepressant drug Prozac, which has been a legendary product for the company and has generated billions of dollars since its launch. As Prozac’s patent expiration date approached, thereby allowing the sale of generic versions in the U. We will write a custom essay sample on Eli Lilly: Developing Cymbalta or any similar topic only for you Order Now S. , the company decided to pursue a product to replace Prozac, named Cymbalta. John Kaiser, the marketing director at Eli Lilly and member of a cross-functional RD team, new anti-depressant team (NAT), has been tasked to lead this effort. Kaiser prepared a presentation about the potential successor, Cymbalta, and convened a meeting with the NAT members to discuss its future potential. The goal of the meeting was to thoroughly analyze and discuss the pros and cons about Cymbalta’s development and strategic opportunities based on the different options of use. This paper will identify the strategic issues and problems the NAT faced in developing the new product. The paper will then analyze and evaluate the industry and market behavior by using a SWOT analysis. Finally, this paper will offer a set of recommendations based on the surrounding circumstances and options available to the Eli Lilly team. Identification of the strategic issues and problems: Eli Lilly and company’s NAT members began the process of searching for a successful replacement to Prozac by looking into the strategic choices, possibilities, and successful launch of a replacement shortly after the expiration of Prozac’s patent. Cymbalta was considered as a viable successor to Prozac because it seemed a) to be as good as or better than existing antidepressants, b) to show no signs of safety precautions or toxicity issues, c) to meet previous unmet patient needs, and d) to show promising signs of development as a product to also treat pain, especially if it did not cause special side effects. However, when Lilly developed Cymbalta back in the early 1990’s, for the major depressive disorder (MDD) market, the product failed to show satisfactory levels of efficacy for treating MDD in phase 2 trials in 1993. Additionally, Lilly had so little experience in the therapeutic area. Moreover, there were variances in the opinions of Neurologists and Psychiatrists related to the symptoms of pain, such as chronic back pain or recurring headache tied to depression. Those variances could peril the decision making process from the top management. Also, since there were no clear guidelines from the Food and Drug Administration (FDA), for the development of pain indications associated to depression, the likelihood of FDA approval was very slim. Kaiser and the team also encountered several constraints. The team had to decide how to prioritize the clinical trials for Cymbalta within the range of $25 to $50 million and a time frame of 15 to 18 months to design, enroll patients for trial, and then analyze and document results for the clinical trial. Each study was a major task for the NAT members and the team had the opportunity to submit only one objective to the FDA for marketing approval. On the other hand, since Cymbalta had been tested with twice daily dosages of 20 mg, 30 mg, and 40 mg, NAT members also looked into the option of conducting a new set of clinical trials to establish once-a-day dosage of 60 mg of Cymbalta to treat Major Depressive Disorder (MDD). The new option would provide more expedient dosing for patients and would also put the product on par with the major competitors. Analysis and Evaluation: The U. S. pharmaceutical industry is complex and dynamic. It’s an industry that is characterized by high-tech research and development (RD) expenditures and extensive regulation of its products, especially in comparison with other manufacturing sectors. The U. S. Food and Drug Administration (FDA) oversee policies that produce faster review and approval times for drugs. The agency carefully evaluates the safety of any new drug and its efficacy. Such policies result in extended periods during which companies can exclusively market their pharmaceutical products. Longer periods of market exclusivity for pharmaceuticals then increase sales revenues, and increased sales revenues in turn lead to greater profits and potentially more funding for RD. Treatment of depression is one area that the U. S. pharmaceutical industry has heavily invested in. The total sales of U. S. antidepressants reached close to $9 billion in the year 2000. Companies such as Eli Lilly capitalized on this opportunity and became a leading force in the antidepressant market with its Prozac drug. Antidepressant product development companies invest heavily in Research and Development (RD), and patent it. With each successful launch of a product, they enjoy its patent rights for quite a long period of time and enjoy the exclusive rights to produce and sell that product resulting in enormous profits for the company. Thus, drug companies continuously attempt to differentiate their product from competitors and bundle in such a way that is more tailored to segment of the market where they can realize higher profits. SWOT Analysis: Strengths: †¢Potential successor to a highly successful brand – Prozac from a well-established company in the pharmaceutical industry. Part of the selective serotonin reuptake inhibitors (SSRI) group of drugs, which is popular and had fewer side effects than tricyclic anti-depressant (TCA) and monoamine oxidase inhibitors (MAOI). †¢Potential to treat both depression and chronic pain, such as headache and backache caused by depression. Weaknesses: †¢Product that is not different from competitors’ brands. †¢Twice-a-day dosing regi men of 20-40 mg. Threats: †¢Serious market competition from competitors’ brands such as Paxils and Zoloft with same efficacy. No clear concession amongst physicians as to the nature of link between depression and pain. †¢Attempting to compare Cymbalta to existing SSRI on pain might fail to conclusively separate from competitors, thus giving rival drugs an implicit endorsement for treating pain. Opportunities: †¢Potential development of 60 mg once-a-day dosage with high efficacy. †¢The possibility of pursuing patients with fibromyalgia (severe muscle pain and chronic fatigue) and Diabetic peripheral neuropathic pain or DPNP (a painful and debilitating complication of diabetes). According to the National Studies of Health, over 40 million Americans were unable to find relief from their pain, including patients with fibromyalgia and DPNP. Pros and Cons of Plausible Alternatives: If developed successfully, Cymbalta could be a unique product that has the ability to significantly reduce and improve depression and pain. Patients with fibromyalgia and DPNP could greatly benefit from Cymbalta. The pain relief may also be great for patients who suffer from depression and chronic pain like headache and backache. The NAT’s idea of pursuing the 60 mg daily dosage is also attractive if it delivers the same efficacy of current antidepressant drugs in the market. However, all of this comes with its perils. The company has to evaluate the risks and any potential side effects that the 60 mg per day dosage may have on patients. They also have to assess the feasibility of conducting a clinical trial with a 15 to 18 months’ timeframe and a projected cost of $25 to $50 million. Additionally, they would have to convince the FDA that the new product is ready to market. Failure of any of the aforementioned obstacles could result in loss of the antidepressant market to competitors. Recommendations: Depression and chronic pain diseases, such as fibromyalgia and DPNP, have a profound effect in society at large. Studies in scientific publications have estimated that depression affects 10% to 25% of the population. The antidepressant market in the U. S. in 2000 totaled sales of approximately $9 billion. Eli Lilly has positioned itself well in this market segment. The company has enjoyed a market lead with annual sales of over $2 billion with its antidepressant drug, Prozac. Cymbalta needs to focus on maintaining and increasing that $2 billion dollar revenue Prozac has achieved over the past years, by building on the successful foundations Prozac has already established. It is important to develop an updated product that will undoubtedly outperform its competitors. Cymbalta might be a successful replacement because of its good efficacy or efficacy better than existing antidepressants, Cymbalta also has no apparent safety or toxicity issues, and its possibilities of meeting a previously unmet patient needs, exemplifies why Cymbalta has the potential to total higher record sales than even Prozac. How to cite Eli Lilly: Developing Cymbalta, Papers