Alexander Calder Essay -- essays research papers

Alexander Calder was one of the most innovative and original American artists of the twentieth century. In 1926, Calder arrived in Paris and devoted himself to a project called the Circus that occupied him for over five years. This contains characters and animals made out of wire, scraps of cloth, wood, cork, labels, bits of scrap metal and pieces of rubber. Calder transported his little theater in suitcases and performed it for his friends. During his performances, Calder invented ways to simulate the flight of birds: â€Å"These are little bits of white paper, with a hole and slight weight on each one, which flutter down several variously coiled thin steel wires which I jiggle so that they flutter down like doves†¦Ã¢â‚¬  (Alexander Calder, An Autobiography with Pictures [New York: Pantheon, 1966], p.92) The Circus is the laboratory of Calder’s work; in it he experimented with new formulas and techniques. "By 1930," sculptor historian Wayne Craven has writte n, Calder's "Circus had become one of the real successes of the art world of Montparnasse, as well as among the Paris intellectuals. Jean Cocteau, Fernand Leger, Joan Miro, Piet Mondrian, Jean Arp... and others were captivated by it, whereas none of them paid much attention to Calder's wood carvings. Such encouragement undoubtedly led him to try more serious experiments in wire sculptures." During this same period he developed wire figures such as Josephine Baker, The Negress, and the Portrait of Edgar Varese, w... Alexander Calder Essay -- essays research papers Alexander Calder was one of the most innovative and original American artists of the twentieth century. In 1926, Calder arrived in Paris and devoted himself to a project called the Circus that occupied him for over five years. This contains characters and animals made out of wire, scraps of cloth, wood, cork, labels, bits of scrap metal and pieces of rubber. Calder transported his little theater in suitcases and performed it for his friends. During his performances, Calder invented ways to simulate the flight of birds: â€Å"These are little bits of white paper, with a hole and slight weight on each one, which flutter down several variously coiled thin steel wires which I jiggle so that they flutter down like doves†¦Ã¢â‚¬  (Alexander Calder, An Autobiography with Pictures [New York: Pantheon, 1966], p.92) The Circus is the laboratory of Calder’s work; in it he experimented with new formulas and techniques. "By 1930," sculptor historian Wayne Craven has writte n, Calder's "Circus had become one of the real successes of the art world of Montparnasse, as well as among the Paris intellectuals. Jean Cocteau, Fernand Leger, Joan Miro, Piet Mondrian, Jean Arp... and others were captivated by it, whereas none of them paid much attention to Calder's wood carvings. Such encouragement undoubtedly led him to try more serious experiments in wire sculptures." During this same period he developed wire figures such as Josephine Baker, The Negress, and the Portrait of Edgar Varese, w...

Ethical issues related to reproducation Essay

Assisted Reproduction Technology is a new found system to aid infertile couples to get children. It is also used in transgender couples and genetic concerns in the family. The examples of assisted reproduction technology include invitro-fertilization embryo transfer, intracytoplasmic sperm injection, gamete intrafalllopian transfer, zygote intrafallopian transfer and intrauterine insemination. It is a practice that has caused wide controversy from the ethical point of view. There are many ethical issues surrounding artificial reproduction. Many religious organizations condemn the practice as it goes against the religious beliefs. Most religions believe that God is the sole creator of life and determiner of fertility of an individual. Therefore, the practice is viewed as one that is trying to supersede the power and belief in God. The element of surrogate parenting in assisted reproduction is also a highly thorny issue in the society. The practice of sperm egg donation is also very emotive. The main protagonist in this debate is the religious organizations and their beliefs and practices (Gillian, 2003). Surrogate parenting is an arrangement in which an infertile married couple contracts a fertile woman to undergo gestation on their behalf and surrender the child after birth. This is described as a non-nuclear family arrangement in that the family allows a third party into their family relationship to play the role of a birth mother. Surrogate parenting raises various ethical questions. There are various forms of surrogate parenting. These include traditional and gestational. In traditional surrogacy, the mother shares genetic information as the child since she acts as a sperm recipient. The gestational surrogacy involves insemination with fertile ovum of the infertile couple. Therefore, she does not share genetic information as the child. The ethical dilemma that exists in surrogate parenting is whereby commercial surrogacy is viewed as exploitative to poor single women. The woman is viewed as a mere incubator while her money is siphoned by the surrogate agencies. The child is traumatized on discovering that the mother raising him/her is not her biological mother due to different genetic information. This leads to acrimony in the family. Some organizations claim that surrogacy leads to commoditization of babies as mere goods. This shows a lack of respect to the human being as a whole (Gillian, 2003). Surrogate parenting causes controversy in the traditional definition of a family unit. A family is viewed as made of mother, father and children who are genetically related. Surrogacy allows a third party into the traditional nuclear family. This distorts the meaning completely. This is especially so in traditional form of surrogate parenting. In this form, the surrogate mother is just not the gestational bearer of the child, but she also shares genetic information with the child. The family will be in a dilemma whether to inform the child of his gestation and parenting lest he/she finds out. Such information is likely to break the family unit (Markens, 2007). Commercial surrogate parenting has been viewed as exploitative. Young single and poor girls are chosen to act as surrogate mothers. The agency that contracts them does not care about their well-being but is interested in profiteering from their services. These girls are paid 10000-150000 dollars for their services. Court cases have been filed where these mothers reject the money to take custody of the children. This is the exploitative nature of the practice (Markens, 2007). Doctors place multiple eggs into the womb of a woman in artificial reproduction. The medical significance of this practice is to reduce the proportion and margin of error. Statistics shows that most of the eggs implanted into a woman do not get implanted and are aborted by the mother. As such, the practice of inserting multiple eggs is to increase the likelihood of implantation or fertilization of the eggs. The other concern is the cost of artificial reproduction technology. The technology costs highly to the partners and the insurance companies. Multiple eggs are inserted by the healthcare professionals as a means of cost saving and cost reduction in fertility treatment. This addresses the cost that would be incurred if one egg failed. Multiple implantations bring with it the dilemma of multiple pregnancy complications and multiple birth costs. The dilemma with the practice is that a healthcare professional is legally mandated to abort some of the implanted fetuses upon informed consent from the parents. This practice is called multi fetal pregnancy reduction or selective abortion. The medical rationale behind embryo reduction is the fact that there are many risks associated with carrying multiple pregnancies to the mother. There is the risk of in-uteri death of the fetus, premature delivery and retardation. Any pregnancy with more than three fetuses is an iatrogenic complication of artificial reproduction (Simo, 2002). Selective abortion is moral as it is done in the interest of the mother and the family. Informed consent has to be sought from the partner, and they must reserve the right to select the embryos that will be reduced. However, in a perfectly health mother, selective abortion is not advisable rather the doctor should practice watchful waiting on the patient. Selective abortion is done to reduce child impairment if he/she is born prematurely. The practice is a morally justified option for the parent. This is because the quality of life of the child born and the economical and psychological burden on the parents to support a mentally retarded child. Despite religious, social and cultural perceptions on selective abortion, it is a perfectly moral practice done in the interest of the family. The sanctity of life must indeed be observed and respected so much as the quality of the baby’s life. The grounds that lay the foundation for the decision to selectively abort an embryo are based on the moral and financial ability of the family to take care of complication of multiple pregnancies: especially premature babies (Simo, 2002). The society is obliged to support families that have multiple babies born prematurely, with defects or mental retardation. These parents are under immense pressure to provide for and raise these children. The society is obliged to support these families in whatever means possible. The immediate extensive family plays a huge role in supporting these parents morally and financially. Premature children need to be loved by everyone in the family and external community. Financial assistance is vital to cater for constant hospitalization of these children. Children with mental retardation and prematurity need constant visitations for medical checkup to ensure that they grow and mature like other children. The community is obliged to offer financial support to these families. Through various community forums and organizations, the locals can take care of these children and accord them equal rights enjoyed as other healthy children. The community may also set up special schools with special teachers to guide these children as they develop. The local government and the federal government are also obliged to support families with disabilities. The government can enact of laws and policies that offer incentives to these parents and those that govern the development of these children. The local government is also mandated to establish institutions that will take care of these children as they grow as they belong to children with special need (Gillian, 2003). Abortion is a highly controversial moral subject worldwide. There are proponents of abortion who claim the practice is done to safeguard the health of the mother and the dignity of girls who have been sexually assaulted. Whereas, there are the opponents who argue that the vice is against the universal right to life and respect of life. There are various ethical issues with abortion. Ethical issues arise due to the moral dilemma. The reasons for procuring an abortion include not being able to raise the child at the moment or irresponsible parents. Such scenarios would warrant an abortion to avoid future suffering of the child. Some mothers claim that childbearing will interfere with their careers, or they have reached their limit of child bearing. The moral dilemma is the sanctity of life. Religious backgrounds claim that life begins after fertilization and terminating it at any stage is paramount to murder. With such personification, the fetus is entitled to the right of life as any other human being (Hinman, 2013). As such, they argue against abortion. However, medically, health professionals are obliged to abort so as to preserve the life of a mother if her pregnancy is complicated. Therefore, abortion is a highly controversial moral issue between the ‘pro-life’ and the ‘prochoice’ ? References Committee on Organ Procurement and Transplantation Policy, Institute of Medicine. (2001). Organ Procurement and Transplantation: Assessing Current Policies and the Potential Impact of the DHHS Final Rule. New York: National Academies Press. Gillian, T. (2003). Mixed blessings: ethical issues in assisted conception. Journal of Reproductive and Social Medicine, 34-35. Hinman, L. (2013). Abortion: an oveerview of the ethical issues. University of San Diego. Landlau, R. , Blythe, & Eric. (2004). Third Party Assisted Conception across Cultures: Social, Legal, and Ethical Perspectives. London: Jessica Kingsley Publications. Markens, S. (2007). Surrogate Motherhood and the Politics of Reproduction. Berkley: University of Carlifornia Press. Simo, V. (2002). Parental Responsibility and the Morality of Selective Abortion. Journal of Reproductive Health, 463-484.

Fast Food Industry in U.S Essay

A variety of different regulations have been set for people that are concerned with tobacco either on a personal level or commercially. Tobacco is associated with damages and thus it has been attacked by medical authorities and social observers. The fast food industry is no exception since it has also contributed to different damages to people’s health. Obesity is just one of the many ailments caused by fast food joints. FDA has made sure that regulations are set and implemented to protect people from damages that tobacco cause. FDA and Tobacco Regulation have some policies that prevent the families from smoking (McGrew, 2008). There is a control act for Tobacco that requires changes to be made to the labeling and advertising of various tobacco products. This act regulates all the advertising to ensure that information passed to people through advertisements is controlled. I think strict regulations should be put in place for the fast food industry. All fast food joints should ensure that their menus have healthier diets. Through advertising, advice can be given to people about their eating so that people can make informed choices on healthy foods. Just like the Tobacco control act, fast foods should post their menus or readable signs of the contents of various foods in terms of how many calories, saturated fat and carbohydrate a diet contain (Tom Paulson, 2008). This menu board can be placed in a readable place inside the restaurant so that when a person makes a choice of food, he or she can be aware of what is being consumed. Tobacco has been subjected to a regulatory control on its production. King James expressed his opinion towards Tobacco production and consumption. He said that tobacco was loathsome to people eyes, it was hateful to people’s nose, it brought harm to the brain and it was a big danger to people’s lung. This statement explains the most specific damages that Tobacco causes to the entire body. The above statement by the King also applies to fast foods. Meat consumption is viewed just as dangerous as Tobacco is to the public health. The people that can be held accountable legally for unhealthy lifestyles are meat producers and the fast food outlets. The fast food industry should be legally accountable for obesity. Living longer does not mean leaving healthier. There has been a great shift between what people eat and where they get their food from. Economic and public health continues to suffer the consequences brought by obesity and a question is raised who can be held accountable. This question is similar to the issue related to illnesses caused by tobacco which is another public health problem. There are different lawsuits brought against fast food industries like McDonald just like tobacco industries was earlier faced by the same disparaging reaction (Michelle M. Mello, 2007). The responsibility of the harm smoking causes was squarely laid on the tobacco industry by the public. These claims were solved by some tight regulations which have ensured the control of tobacco products to date. Fast food offer bad foods but the biggest problem is that a number of people seem not to disregard this fact despite knowing it. The industry tends to do just fine because their unhealthy foods continue to be consumed. For this reason they do not find the need for implementing policies but on the contrary this should be a prime reason as to why they should regulate the industry in a similar way to tobacco industries. My suggestion would be if people must eat these fast foods then they should know the best and the worst so that the role of making the choice can be left on the customer not the vendor. Why fast food industries should have similar policies to tobacco industry is because it has the same damages to the public health. Fast foods have faced claims from different customers in regard to the products produced. Consumption of these products has caused: obesity which has lead to diabetes, heart diseases due to excess fats, high blood pressure, high cholesterol intake and other health effects. The public have claimed that some fast food industries have engaged in advertising that is deceiving, low quality sales and promotions. Fast food has also been accused of producing food that is unreasonably unsafe, and lacking to inform customers on the dangers of these products. There is a rising level of obesity in the world today and the cause is found in the way our food is being grown, processed and packaged (Brownell, 2009). Fast food industry should adapt the marketing and the tactics in lobbying that are used by the tobacco industries. The tobacco industry used legal, political and business strategies tactic due to the concern that the industry had to the public health. Fast foods should employ these same regulations that the tobacco giants employed. The public should be informed about the link that exists between various fast food products and diseases. The doubts that the public has regarding to fast food products should be cleared through intensive marketing especially to the target consumers and in the fast food case it’s the children, adolescents and young adults. Just like tobacco is addictive fast foods can also cause an addiction especially to people who dislike cooking at home or mostly live alone in their homes. The industry should embrace regulations since a great concern has been raised about fast food and how they are advertising their products and selling unhealthy food to school children. Food industry should take up only the good policies that the tobacco industry used and leave the deceptive path. References Brownell, K. (2009, April 8). Food Industry Pursues the strategy of Big Tobacco. anvironment 360 . McGrew, J. L. (2008). History of Tobacco Regulation. Washington D. C. Michelle M. Mello, E. B. (2007). The Fast Food Industry and Legal Accountability. The McLawsuit . Tom Paulson, P. R. (2008, December 31). Fast food chains must post fat, calories. Retrieved March 2012, 2012, from County’s new rules aim at healthier eating: http://www. seattlepi. com/local/article/Fast-food-chains-must-post-fat-calori.

A Synestia Is What Happens as a Planet Forms

A Synestia Is What Happens as a Planet Forms A long time ago, in a nebula that no longer exists, our newborn planet was hit with a giant impact so energetic that it melted part of the planet and the impactor and created a spinning molten glob. That whirling disk of hot melted rock was turning so fast that from the outside it would have been difficult to tell the difference between the planet and the disk. This object is called a synestia and understanding how it formed may lead to new insights into the process of planetary formation. The synestia phase of a planets birth sounds like something out of weird science fiction movie, but it may be a natural step in the formation of worlds. It very likely happened several times during the birth process for most of the planets in our solar system, particularly the rocky worlds of Mercury, Venus, Earth, and Mars. Its all part of a process called accretion, where smaller chunks of rock in a planetary birth crà ©che called a protoplanetary disk slammed together to make bigger objects called planetesimals. The planetesimals crashed together to make planets. The impacts release huge amounts of energy, which translates into enough heat to melt rocks. As the worlds got larger, their gravity helped hold them together and eventually played a role in rounding their shapes. Smaller worlds (such as moons) can also form the same way. Earth and its Synestia Phases The process of accretion in planetary formation is not a new idea, but the idea that our planets and their moons went through the spinning molten glob phase, probably more than once, is a new wrinkle. Planetary formation takes millions of years to accomplish, depending on many factors, including the size of the planet and how much material there is in the birth cloud. Earth probably took at least 10 million years to form. Its birth cloud process was, like most births, messy and busy. The birth cloud was filled with rocks and planesimals continually colliding with each other like a huge game of billiards played with rocky bodies. One collision would set off others, sending material careening through space. Large impacts were so violent that each of the bodies that collided would melt and vaporize. Since these globs were spinning, some of their material would create a spinning disk (like a ring) around each impactor. The result would look something like a donut with a filling in the middle instead of a hole. The central area would be the impactor, surrounded by molten material. That intermediate planetary object, the synestia, was a phase. Its very likely that infant Earth spent some time as one of these spinning, molten objects. It turns out that many planets could have gone through this process as they formed. How long they stay that way depends on their masses, but eventually, the planet and its molten glob of material cool and settle back into a single, rounded planet. Earth probably spent a hundred years in the synestia phase before cooling. The infant solar system didnt quiet down after the baby Earth formed. Its possible that Earth went through several synestias before the final form of our planet appeared. The entire solar system went through periods of bombardmenet that left craters on the rocky worlds and moons. If Earth were hit several times by large impactors, multiple synestias would happen. Lunar Implications The idea of a synestia comes from scientists working on modeling and understanding the formation of the planets. It may explain another step in planetary formation and could also solve some interesting questions about the Moon and how it formed. Early in solar system history, a Mars-sized object called Theia crashed into the infant Earth. The materials of the two worlds mingled, although the crash did not destroy Earth. The debris kicked up from the collision eventually coalesced to create the Moon. That explains why the Moon and Earth are closely related in their composition. However, its also possible that after the collision, a synestia formed and our planet and its satellite both coalesced separately as the materials in the synestia donut cooled. The synestia is really a new class of object. Although astronomers havent observed one yet, the computer models of this intermediate step in planet and moon formation will give them idea of what to look for as they study planetary systems currently forming in our galaxy. In the meantime, the search for newborn planets continues.

Permissions Needed Before Starting a Hospital in Mumbai Essay Example

Permissions Needed Before Starting a Hospital in Mumbai Essay Example Permissions Needed Before Starting a Hospital in Mumbai Essay Permissions Needed Before Starting a Hospital in Mumbai Essay Before starting a Hospital following permissions are needed FOR PRIMARY REGISTRATION OF HOSPITAL |Act |Purpose |Authority |Validity | |Bombay Nursing Home Registration|Registration with Mumbai |Local or Area Municipal Ward |Renewal of Registration yearly | |Act |Municipal Corp. |Office | | |Bombay Nursing Home Registration|For extra Satellite Clinic if|Local or Area Municipal Ward |Renewal of Registration yearly | |Act. started in other part of the|Offices | | | |city | | | |Public Trust Act | |Charity Commissioner, Mumbai |Yearly Report to be sent | |Society Registration Act |For Income Tax benefit, | Charity Commissioner of Mumbai |Yearly Renewal | | |Concession on Import Duty | | | |Pre-natal Diagnostic Test Act | |Municipal Corporation |Yearly Renewal | |Human Organ Transplant Act |For Kidney and other organ |Maharashtra Health Service |Yearly Renewal | | |Transplant |Department | | |MTP Act of Govt. of Maharashtra |For Medical Termination of |Maharashtra Health Service |Yearly Renewal | | |Pregnancy |Department | | |FDA Act. For in-house pharmacy under |Food Drug Administration, |Yearly Renewal | | |drug cosmetic act. |Govt. of Maharashtra | | |FDA Act |Blood bank |Food Drug Administration, |Yearly Renewal | | | |Govt. of Maharashtra | | |FDA Special Narcotics |For Pethedine, Fentanyl |Food Drug Administration, |Yearly Renewal | |Psychotropic Drugs |injections for OT ICU | Govt. f Maharashtra | | |BARC Registration for Regulatory|For handling Radioactive |Bhaba Atomic Research Centre |Yearly Renewal | |Consent Radio- active substances|Substances | | | |BARC Registration |Radiology Badges |Bhaba Atomic Research Centre |Yearly Renewal | |BARC Registration |Radiation Therapy for Oncology |Bhaba Atomic Research Centre |Yearly Renewal | | |Department | | | |Maharashtra Pollution Control |Sewerage Disposal |Maharashtra Pollution Control |Yearly Renewal | |Act | |Board | | |Biomedical Waste Act. |Waste Disposal |Municipal Corporation of Mumbai|Yearly Renewal | |Bombay Shop Establishment Act. For Gifts Items Flower Shop |Municipal Corporation of Mumbai|Yearly Renewal | | |in the Hospital | | | |Power Permit under BMC Act |Maintenance Department |Municipal Corporation of Mumbai|Yearly Renewal | |License from Ministry of |For Internal Paging Services |Central Ministry of |Yearly Renewal | |Telecommunication |for RMOs Consultants |Telecommunication | | | Import Export License |Import of Machineries |Finance Department |Yearly Renewal | |Income Tax exemption |For Income tax benefit |Income Tax Department |Yearly Renewal | |certificates 80-G 35 | | | | |(I),(II),I. Tax195J | | | | |PWD License |For Elevators |Public Works Department |Yearly Inspection | |License from Weight Scale |For Weighing machines I the |Weight Measuring department, |Yearly Inspection | |department |Hospital |Govt. f Maharashtra | | |License for EPBX |Internal Telecommunication of |Mumbai Mahanagar Telephone |Yearly Renewal | | |Hospital |Nigam Ltd. | | |Explosive Act |For Liquid Oxygen |Inspector of Explosive |Yearly Inspection | | | |Substance, Mumbai Fire Brigade | | | | | | | FOR HUMAN RESOURCE DEPARTMENT OF THE HOSPITAL Act |Purpose |Authority |Validity | |Minimum Wages Act |Government Labour Guidelines |Maharashtra Labour Board |Always Applicable | |Dispute Redresal act |Redresal or settlement between |Maharashtra Labour Board |Always Applicable | | |employer Employees | | | |Factory Safety Act |Safety norms for employees |Maharashtra labour board |Always Applicable | |Employees Welfare Act |For well being of Employees |Maharashtra labour board |Always Applicable | | | | | | FOR RESEARCH Registration of National Survey of Resource for Science Technology, under the authority of Science technology Ministry Govt. of India. FOR FINANCE DEPARTMENT 1 Provident Fund Return norms by Provident Fund Commissioners 2 – VAT/TIN No 3. – PAN No

Achieving Universal Electricity Access

Achieving Universal Electricity Access PART I: INTRODUCTION Background of Study The importance of modern energy services in promoting socio-economic development has been extensively documented in the literature (Kaygusuz 2011), (Kanagawa and Nakata 2007) (Kanagawa and Nakata 2008). Access to modern energy services is closely related to other indicators of a descent standard of living in the 21 st century, namely, availability of portable drinking water, literacy, health services, child mortality, etc (Meisen and Akin 2008). For example, in rural areas, the higher luminance of modern lighting brightens homes and encourages pupils to study in the nights; clean cookstoves and cookers using liquefied petroleum gas (LPG) can reduce incidences of indoor-air pollution caused by reliance on traditional biomass for cooking (Isihak, Akpan and Adeleye 2012), etc. As the most versatile carrier of energy, electricity is important in the provisions of basic social services in health, water, etc. Electricity is also useful promoting t he income formation in rural areas through the development of rural microenterprises (Akpan, Essien and Isihak 2013a). Electricity also powers large machinery in factories to increase productivity. Modern energy services, especially electricity, are crucial to several sectors of the economy of any country: higher education, agriculture, financial services, communication, rural development, etc. Despite the huge advantages of having access to electricity, several millions of persons around the world lack access to electricity. The International Energy Agency (IEA) estimated that in 2011 about xxx billion persons lacked access to electricity of which xxx million were in sub-Saharan Africa (IEA 2011). Consequently, one of the major energy challenges confronting countries in sub-Sahara Africa is that of providing access to modern energy services to its citizens. The electricity access situation in Nigeria is similar to that of many developing countries: the electricity access rate in Ni geria – the percentage of population without access to electricity – is 56% (NPC 2014) which is equivalent to about xxx million persons. However, the electricity access rates in the various states vary significantly from 10.9% in Taraba State to 99.1% in Lagos State as shown in Fig. 1. Figure 1: Electricity access rate in Nigeria by states Source of data : (NPC 2014) Three main factors which are inter-related are responsible for this disparity in the electricity access rates across the states: The population density across the states varies significantly as shown in Fig. 2. Places with higher population density have higher commercial activities and in-turn higher demand for electricity. Therefore, transmission and distribution lines are often constructed to deliver electricity to such locations because the electricity so delivered will not be under-utilized [1] ; The major sources of electricity generation are natural gas and hydro. The gas-powered plants are locat ed in the Niger Delta area where there is abundance of natural gas while the hydropower plants are in Niger State. Because transmission lines are constructed to evaluate power from the generation source to demand areas, these states and other states along the path of the transmission lines tend to have higher electricity access rates; Due to the first two reasons itemized above, the national grid does not cover all parts of the country. The electricity grid covers the states with high population density but not those with low population density as shown in Fig. 3.

Union bank of norway for MKTG 4760 Essay Example | Topics and Well Written Essays - 500 words

Union bank of norway for MKTG 4760 - Essay Example These gave the bank the advantage over its competitors and remain affected by the economic turmoil. The above strategy of the company also bought about a crisis. As customers were offered automated ways to use their services, they now did not have to physically come to the bank. This meant that the staffs in the various branches were not able to have direct communication with the customers. That is, the bank no more had direct access to its customer and in turn did not know what their customers wanted. This was a dangerous place to be in for any business. A business can only sustain and grow only by knowing what the customer wants and according developing the business. Hence, it was very important for the bank to find a way out of this crisis. In order to come out of this crisis the company had to consolidate the information (customer data) available to them about the customers through its automated services. But the main problem here was that the customer data was spread across many systems and it would take days to accumulate and consolidate this data. The bank concluded that the only way to overcome this was to get a have all the customer data from different systems at one place. This would give them the complete view of the customers. The bank then acquired a data warehouse with the aim of consolidating the customer data from various systems and makes it available to its employees on a single centralised platform where they could analyse it. This helped the bank in numerous ways. The bank was now able to identify who their customers were, their interests, their buying behaviour, etc. This also gave the bank the 360-degree view of the customer. The bank was now in a better position to understand what their customers wanted and designs their products and services accordingly. The data warehouse solved the problem of not understanding the customer but the communication with customer was still a problem. Hence, in order to overcome this, the bank