The Opening Sequince of Witness by Peter Weir Essay Example

The Opening Sequince of Witness by Peter Weir Essay â€Å"Witness† is an American film made in 1985 produced by Australian film maker Peter Weir; he has successfully conveyed many themes, issues and concepts in this film. The opening scene of the film â€Å"Witness† establishes many features of the film. These features include the camera shots, camera angles, light, sound, and dialogue, positioning of characters and setting. The opening scene is significant as it examines the concepts of ; how the peaceful Amish communities are marginalised and isolated from the modern world; the sense of unity and affinity the Amish culture have with the land; and the contrast between the two different worlds of the slow paced and peaceful life style of the Amish and the fast paced, materialistic, hectic lifestyle of the modern world. In the peaceful Amish community, the examination of marginalisation and isolation from the modern world in which they co- exist is examined. The Amish culture differ from modern day culture dramatically as they are virtually fundamentalists and live very simply and do not have any material goods as we do. The Amish people reject modern conveniences such as cars,, television, electricity and the telephone, living self sufficiently from the land working together to make everyday necessities such as their simple clothing, food, furniture and housing. Weir shows the audience that the alternate lifestyle of the Amish is not â€Å"weird†, but strangely enlightened. The terms isolated and marginalised are often used to describe the social process of becoming or being alienated from the society around them. When placed into the society in which they are marginalised the ideas, values, habits to which these individual Amish members are accustomed are challenged or contradicted by the ideas, values and customs of the modern day group or community they enter. We will write a custom essay sample on The Opening Sequince of Witness by Peter Weir specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The Opening Sequince of Witness by Peter Weir specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The Opening Sequince of Witness by Peter Weir specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In the film Witness Peter Weir has created two different worlds with different value systems. The close up shot of individual Amish faces in the cramped room at the funeral creates a sense of close community, but also highlights the fact that they are confined from the outside world. Culture is also evident as the mysterious German language in which they speak represents a religious tradition, confinement and isolation from the English spoken society around them. The Amish widow Rachel Lapp is taking her young son Samuel to Philadelphia for the first time, to stay with her sister whilst she morns and recovers the loss of her husband; The long shot of the Samuel at the train station, trying to work out how the bubblers works, highlights his fragile and innocent personality, it emphasize the differences of the two worlds due to the isolation and marginalisation of the Amish community. The mid shot of Rachel trying to perchance a train ticket when another person pushes her out of the frame suggests that the different worlds can’t work together and that there are existing conflicts between the Amish and people modern world, it implies that the modern world has rejected her and her culture, creating a sense of isolation and marginalisation. The examination of the contrast between the two worlds of the slow paced and peaceful life style of the Amish and the fast paced, hectic lifestyle of the modern world is shown through the collision of two worlds; the idealistic world of the Amish comes into conflict with the ugly main culture of the modern world. The camera is set at Samuels head height showing the fast paced movements of the passing modern society and its people. At the start of the movie, before the murder scene, we see Samuel exploring around the train station, walking slowly in indifference to everyone else who are rushing about to be places. This reinforces the concept that the Amish community live a simplistic slow paced lifestyle. The slow paced opening credits relate to the Amish world as they are black and white, this echo’s the values and the slow pace of the Amish culture. The close up of the wheels on the Horse and buggy highlights the Amish’s pre-modern form of transport, The shot of the Horse and buggy which moves to long shot of a semi trailer following close behind, juxtaposes the difference between Amish and the modern American world, it highlights the difference in pace, in which the individuals feel they have to move. After close analysis, Peter Weir’s â€Å"Witness† successfully portray fascinating ideas to the audience. The idea of their unity and affinity with the land is suggested. Through the opening scene the sense of unity and the peaceful nature of the Amish community is examined through the wide shot of long, luscious grass, with the Amish emerging from as if they’re from the land itself. This shot is accompanied by natural abundant lighting, again suggesting there natural ifestyle and highlighting the gentle nature of the people thus establishing the Amish effectively as peaceful people who are in harmony with nature. Weir uses the techniques of the long shot in the opening scene where human figures walking together, whilst only seeing half of their body as if they are coming from the earth, the next shot of the close up of the human figures clearly demonstrating that they are Amish people, with this angle shot Weir has demonstrated the unity of the Amish community a s they walk as one together with the earth. Throughout this film Weir has clearly presented the concepts of,; how the peaceful Amish communities are marginalised and isolated from the modern world; the sense of unity and affinity the Amish culture have with the land; and the contrast between the two different worlds of the slow paced and peaceful life style of the Amish and the fast paced, materialistic, hectic lifestyle of the modern world.

Essay about Effects of Images

Essay about Effects of Images Essay about Effects of Images Effects of Images Most Americans are searching for the American Dream: a nice house, a white picket fence, a big yard with children running around and a spouse to come home to. No one seems to be satisfied with this â€Å"dream† anymore because everyone wants to go beyond it. Commercials and advertisements on television compel us to go out and buy things we don’t need so we can achieve happiness and fulfillment. These advertisements are constantly on television brainwashing us into thinking we need the latest and greatest. We are unaware of the impact they have on our lives. Although these images seem very appealing, they are causing many negative problems in American’s everyday lives. Advertisers have shaped our generations’ way of thinking by evoking emotion in many of the television commercials today. In Cameron Johnson’s â€Å"The Mighty Image† he claims that most Americans don’t realize the influence images have on them. â€Å"Millions of products suddenly get purchased directly after a slick marketing campaign reveals the tremendous power of a finely wrought image† (177). However, advertisers are successful when it comes to creating an emotional appeal by using valuable symbols that makes a dramatic attraction to the product, such as the American Flag. For example, J. Francis Davis points out that the American flag is an important symbol for Americans because it evokes so many heartfelt emotions. â€Å"The flag works as an image because it suggests a long list of stories and myths that are buried inside us. Image makers hope that in the moment it takes to ‘consume’ an ad or commercial frame, their carefully sel ected graphics-like the image of the flag-will evoke emotions and memories bubbling deep within us† (569). The American flag is a very useful visual effect for advertisements because it represents our countries values. When Americans see the flag they feel a sense of pride in their country and are compelled to buy a product that it is associated with. If an advertisement is trying to get Americans to buy something, all they have to do is wave a flag around and say, â€Å"Buy this if you are a true American.† Advertisers are spending millions of dollars researching what will work best to attract us to certain products. Commercials and advertisements have created an addiction within us that we are unaware of. â€Å"They all teach us to buy and to feel somehow dissatisfied and inadequate unless we have the newest, the latest, the best† (Thoman 174). Americans are always focused on what we don’t have rather than what we do have. We are unaware of the influenc e that the image culture has on us. One example of how images affect our society is by the commercials they make. Images stereotype certain genders and how they are portrayed. For example, Carl’s Jr. commercials focus mainly on men. They are known for their ads with fancy cars or girls in their bikinis. After a man watches these commercials he begins to think that Carl’s Jr. is manly food and will be more likely to go out and buy it. Many of these stereotypical advertisements can be very harmful to the audience watching them. One gender may be attracted to the commercial while the other gender is furious at the message they’re sending out. The Electrolux company does a great job putting their focus on women doing the household chores. In one of their commercials, they illustrate stereotypical gender roles perfectly. It shows Kelly Ripa running around the house getting the chores done while cooking dinner with the â€Å"all powerful† Electrolux stove. Why doesn’t this advertisement sho w any men? They are assuming that women are the only ones that cook for their children and do household chores while men wait for the meal to be ready. In reality, a lot of men are also responsible for doing the chores around the house. Many television ads also compel us to have the latest and popular items in America. In â€Å"The Mighty Image† Cameron Johnson talks about the SUV craze in America and how everyone

The Skills That Will Get You Hired in Administration [Infographic]

The Skills That Will Get You Hired in Administration [Infographic] Todays administration requires many skills.  If youre looking to get hired   in administration and one of its many fields, then here is some important information you need to know.Weve compiled an infographic detailing important skills that you need in order to be hired as a administrative professional.  Check it out below:

Analysis of Galanin Using Mass Spectrometry Essay

Analysis of Galanin Using Mass Spectrometry - Essay Example It is reported that obese human beings have been observed to have high levels of serum galanin; this suggests that peripheral galanin has a role to play in the regulation of balance of energy and that high circulating galanin levels are a contributing factor to the development of obesity and obesity-related metabolic impairments. In their findings, they report that high levels of galanin in the serum can help regulate body weight, metabolic rate and carbohydrate-lipid metabolism through a mechanism that does not depend on the feeding regulation Galanin may also be responsible for high altitude induced anorexia. Singh et al. (2001) carried out studies on the roles played by galanin and neuropeptide Y in high altitudes in food uptake. Male Sprague-Drawley rats were exposed to conditions mimicking those at a high altitude of 7620 meters for 1, 7, 14 and 21 days for a six-hour period each day and to an altitude of 6096 meters for a continuous 72 hours to study the effects of intermittent and continuous exposure. Galanin and neuropeptide Y levels were estimated in various parts of the brain and plasma of exposed and unexposed rats. They found that plasma galanin levels decreased in both groups of rats. They asserted that the changes in the levels of galanin may be responsible for anorexia at high altitudes. Galanin signaling occurs through three G protein-coupled receptors. After mucosal stomach biopsies, the galanin can be analyzed using mass spectrometry. The technique Mass spectrometry involves measuring the mass of a compound, this with very high sensitivity. Mass spectrometers require molecules to be charged and in gaseous form for analysis. Peptide molecules in galanin being large and polar, are not easily transferred into the gas phase and ionised. Electrospray (ES) Fenn et al (1989) and matrix-assisted laser desorption ionization (MALDI) Karas and Hillenkamp (1988) are the ionization techniques that are used to transform the galanin into the gas-phase. Mass spectrometers measure the mass/charge ratio (m/z) of analytes. Mass spectrometry and MS/MS is applied in protein study as it makes use of the large array of genome and protein data stored in databases. The lists of peak intensities and mass-to-charge (m/z) values produced by a mass spectrometer can be processed and compared with lists generated from the theoretical digestion of a protein or the theoretical fragmentation of a peptide. Mass spectroscopy makes use of the fact that many protein molecules can be adequately displayed on a single gel. This technology was developed in the 1970s, as noted by Klose (1975) and O’Farrell (1975). Identification of the spots separated on these gels remained laborious and was limited to the most abundant proteins until the 1990s, when biological mass spectrometry had developed into a sufficiently sensitive and robust technique. In the analysis of galanin using mass spectroscopy: 1. The galanin sample will undergo vaporisation to transform i t into a gaseous form. 2. The gaseous form will then be bombarded by an electron beam to generate ions. 3. The generated ions are them separated depending on their mass-to-charge ratio by an electromagnetic field in an analyser. The analyser can be Time of Flight (TOF) or a quadruple ion trap. 4. The ions are detected. 5. The ion signal is processed into mass spectra. Ionization techniques 1. Matrix-assisted laser desorption ionisation MALDI Matrix-assisted laser desorption ionisation (MALDI) employs the use of an excess of matrix material. This matrix is precipitated with the analyte molecules (the analyte contains the galanin molecules to be analysed) by placing a very small volume of the mixture onto a metal substrate and allowing it to dry. This solid is then

Issues in Human Sexuality Unit 4 Essay Example | Topics and Well Written Essays - 1000 words

Issues in Human Sexuality Unit 4 - Essay Example Users very often quickly reveal sexual fantasies, intimate secrets and talk about personal and marital problems (Mileham, 2004). Clearly, this is dangerous and can be very harmful. But is it cheating? There are contradictory opinions regarding this. Those who are in favor of cybersex claim that it cant be defined as cheating because there is no physical contact between the two people having the cybersex, they are only typing and masturbating. Others also say that cybersex is like porn- you do it in order to please yourself, but you dont actually have any contact with others for sex purposes. They claim it is just visual harmless fun. But those who oppose it and claim cybersex is a form of cheating have overwhelming claims, based primarily on logic. When a person is in a monogamous relationship, the one he is with is supposed to be the only with whom he is having an intimate, emotional and sexual relationship. A monogamous relationship means committing to only one person, sharing things with him and experience things with him- and with him alone. If a person is encountering another person for the sake of satisfying his sexual or emotional needs, it doesnt matter that there is no actual physical connection- it is cheating, because it is betraying in the other person that is in the relationship. While this isnt physical cheating, it is an emotional one. This is enhanced due to the fact that the person having cybersex reveals to a complete stranger her innermost hidden sexual fantasies and private feelings and emotions, sometimes revealing information about him and his spouse. This is definitely a situation that port rays betrayal of the person in his spouse, and consequently can most certainly be defined as cheating.

Twelfth Night :: essays research papers

Twelfth Night â€Å"Twelfth Night is a comedy of light and shade. Its characters are not unreservedly happy and the events are not unreservedly humorous.† Discuss. As a comedy, Twelfth Night is obviously intending to not only entertain its audience but also point out problems in society. It is imperative to entire merit of the play not to be realistic but to allow for empathy. Therefor to have a comedy of complete lightheartedness there would be no balance and hence no avenue for audience interaction. Without light we would have no darkness and for this reason Shakespeare has had to incorporate tragedy in order for the comedy to have it’s desired effect. The two in juxtaposition accentuate each other. The characters of Twelfth Night are neither bluntly humorous nor artlessly tragic. Twelfth Night like all Shakespearean comedies is largely about social concerns. The social messages in Twelfth Night are largely about, the need for a balance in life, that you should not judge on appearance as they can be deceptive and the importance of self awareness or the humor in lack of. Neither is artlessly or bluntly humorous, as this would detract from the greater issues he in attempting to convey. Humor instead is used in contrast to some pain to antithesis the comedy and accentuate the themes. The plot of Twelfth Night is comic it explores many social issues in it’s comedy yet is also not unrestrained in it’s humor. As a comedy Twelfth Night follows, many conventions as far as structure, the setting is in a far away â€Å"romantic† land, situation, and events somewhat steer the plot however this is certainly not without art or subtleties. Shakespeare has carefully intertwined comedy and pain in both the main and the sub plots to highlight the comedy and explore the social themes. The audience is forced to suspend disbelief that such a coincidence could occur. The audience is transported from their ordinary mundane existence and is transported into a world of chance, non-existent penalties for practical jokes and the unmistakable harmony of events. It is this incongruity compared to everyday life that is humorous. However, this summer, frivolris setting is not completely free from conflict. There is however, some predominately â€Å"lighter† characters that serve as comic relief from the more serious main plot and represent a certain â€Å"type† of people in society. Sir Toby and Sir Andrew would have been marvelously enjoyed by Shakespearean audiences as they are today. Not a scene goes by involving these to where we can laugh and the slow wit of Sir Andrew and the awkward puns of Sir Toby.

Lee Kum Kee

Mr.. Lee Shih Nan carries on the work of improving production procedure, while Mr.. Lee Shih Tang was responsible for sales and marketing. However, because of the disagreement in business, Lee Shih Nan buying out of Lee Shih Tang with the help of Lee Wanda, the son of Lee Shih Nan. During this period, Lee Gum Eke expanded its operation and develop import and export business to meet the increasing demands of its overseas market. And then, in 1972, Mr.. Lee Wanda was appointed Chairmen of the company.New business policies and expansion strategies were introduced, setting the direction of the company for the future. Mr.. Lee set â€Å"promoting Chinese cuisine worldwide† as the corporate vision and infuses â€Å"Is Lie Xi Rene†, which means considering others' interests, into the company. However, Lee Gum Eke faced a big problem in 1986 for the reason that Lee Wend's brother Lee Went wanted to liquidate his own share. Lee Gum Eke faced a split once again. The conflict esca lated as the time passed by, even resorting to law. Lee Gum Eke was ordered by court to suspend business for half a year.At the same time, The 4th generation of Lee family, Eddy, David, Charlie, Sammy and Elizabeth graduated from abroad and joined Lee Gum Eke in the ass. The scope and scale of Lee Gum Eke has been developed rapidly. In 1 992, Lee Gum Eke collaborated with the First Ministry Medical University and established the Infant Lee Gum Eke Health Products Co. ,Ltd. To promote traditional Chinese herbal health products. In the same time, apart from the mission of â€Å"promoting Chinese cuisine worldwide, Lee Gum Eke purr forward the mission that â€Å"modernizing traditional Chinese herbal health around the world†.Armed with a unique management culture, stringent quality control, superb and innovative products, coupled with the century-long brand reputation, Lee Gum Eke has achieved unanimous recognition and won numerous prestigious awards. . Family asset 2. 1 Value based leadership(culture value, family value), 2. 1. 1 core value From 1972-1992, after the third generation Lie Wanda took charge of the company, Lee Gum Eke substantiates its core value of â€Å"considering others' interests† in every aspect of its business operations. It was built upon the principles of â€Å"pragmatism, integrity and constant entrepreneurship†.Besides its core value and principles, the company also put forward two missions -â€Å"promoting Chinese cuisine worldwide† and â€Å"modernizing traditional Chinese herbal health around the world†. This value reflects the corporate social accessibility . When pursuing the interests of their own, enterprises should also consider others interest, and then benefit the society. It conforms the long-term management goal of company. 2. 1. 2 Family First Lee Gum Eke always put family in the most important position, making business as a part of family.Lie Wanda thought that family harmony is the found ation of prosperity, which reflects the traditional Chinese culture harmonious family can lead to the success of everything. 2. 1. 3 Establish family committee Lee Gum Eke Group established committee on the family, including a total of 6 people. The core members are Lie Wanda, his wife and his five children. Lie Wanda and his five children are held key position in Lee Gum Eke. The family committee is the highest authority overseeing Lee Gum See's operation.The core function of family committee is the study how to governance family, including to resolve family conflicts, construct family system, nurture the next generation and so on. The family committee do not need to discuss the enterprise management problem. A major decision should agreed by 75% Of total number and the general decision should be agreed by 50% As we can see from the graph, the score of value of Lee Gum Eke is higher than the score of most other companies in SEA and Mainland China. To explain this Phenomenon, I will list the following four reasons. . Irritate(means longevity), 2. 2. 1 History and Reputation Established in 1 888, Lee Gum Eke has become a household name as an ethnic Chinese enterprise as well as an international brand and a symbol of quality and trust. With a glorious history of 1 25 years, Lee Gum Eke has become a household name as an ethnic Chinese enterprise of quality and trust. Armed with a unique management culture, stringent quality control, upper and innovative products, and its century-long reputation, Lee Gum Eke has achieved recognition and won numerous prestigious awards. . 2. 2 Activity participate in promotional activities. In recent years, Lee Gum Eke family members frequently take part in the speech and interview activities to promote the company. Apart from that, many experts have published books intending to study on the cause of success in Lee Gum Eke family. Lee Huh Seen, one of the fourth generation member of Lee Gum Eke, published two books, which is Ã¢â‚¬Ë œthe power of considering other first† and † automatic wave model of leadership†.Automatic eave model of leadership is a kind of management mode of south Lee Gum Eke, the subsidiary company of Lee Gum Eke, aiming to continue operating cool, release unlimited potential, attract talent, consists of selection of talent, high letter atmosphere, highly efficient team. Publishing books has a very positive effect to promote the culture of company to public. As we can see from the graph, the score of heritage of Lee Gum Eke is higher explain this Phenomenon, I will list the following three reasons. 2. Connection 2. 3. Title in government department Lie Hussein: member of the CAP National Committee;Member of the Standing Committee of the Chinese people's Political Consultative Conference Committee of Loaning Province;Director of the overseas Chinese united friendship conference; Lie Hugging: Vice President Chinese Cuisine Association; Director of Chinese Institute of food s cience and technology; Director of Hong Kong Chinese manufacturers association. These titles are very special political resources for enterprise. 2. 3. 2 Close cooperation with well-known universities and government department.Besides owning a lot of titles for family members, Lee Gum Eke has also collaborated with the First Military Medical University, Hong Kong University of Science &Technology, Distinguish University and other well-known colleges as well as some government departments. This is a very good resource for company's development. 3. Roadblocks 3. 1 Family roadblocks:Possible family conflicts At present, the fourth generation successor has not yet been determined. The four sons of Lee Wanda were hold important positions in the group.Although Lee Gum Eke Group set up a family committee which is a good communication platform between family members, it cannot guarantee that after Lie Wend's death, the fourth generation won't appear the operation, because the separation app eared in the second and third generation. 3. Institutional roadblocks 3. 2. 1 Hinder by government policy Chinese government banned direct selling activities in any form in April, 1998, asking the company that has obtained authorized direct selling power like South Lee Gum Eke stop business.It has caused a great impact on profit in the market of mainland china. 3. 2. 2 More concern on food safety problem There are more and more different kinds of food safety problems appear in China in recent years. Therefore, people especially from mainland china could ay more attention in food safety problem. However, more and more companies in sauce industry received complaints from public, which disclose that there are some unqualified products circulate in market. Those companies include Haitian Group, Lee Gum Eke Group, Wang choosy Group and so on.Therefore, food companies like Lee Gum Eke should invest more money to ensure the quality of product, which will increase the cost of company. 3. Ma rket roadblocks 3. 3. 1 Fierce competition and high operational cost Lee Gum Eke has been facing fierce competition from asses to the beginning of 21st century. With the advent of some famous sauce companies like Haitian Group, the market share of Lee Gum Eke in mainland china is losing constantly. Although the market share of Lee Gum Eke in Hong Kong and America performs good, it will still hinder the development of the enterprise for the low market share in mainland china.With the intense competition, the operational cost is increasing constantly, which is another problem Lee Gum Eke should avoid. 3. 3. 2 Disputation on workers There are some labors dispute the low-level salary. To lower the cost of company and make the product more competitive, Lee Gum Eke did not increase labors salary in these years, making employee have different opinions toward the company. Because Lee Gum see's core market still has a lot of growth opportunities and the firm is pay more attention in innovati on recently, continue to expand their market overseas.Therefore, the market roadblocks is not a big problem. 4. Reactions to roadblocks 4. 1 Reactions to Market roadblocks 4. 1. 1 launched a â€Å"happy index† For the dispute from some labors, Lee Gum Eke launched a â€Å"happy index† to measure the degree of satisfaction of workers. The survey showed that Lee Gum Eke won the honor of best employer in Asian area and Mainland China. . 1. 2 Constant entrepreneurship For the fierce competition and increasing operational cost, Lee Gum Eke put forward the target â€Å"constant entrepreneurship†, which means constantly innovation.Innovate in product packaging, in market, in management method and product producing procedure. It offers over 220 varieties of sauces and condiments in over 1 00 countries and regions across the five continents nowadays after setting the target â€Å"constant entrepreneurship†. Len addition to the Lee Gum Eke Sauce Group, Lee Gum Eke Health Product Group Infinitum (China) Company Limited develops the market of Chinese rebel health products. Not satisfied with the sauce field, Lee Gum Eke expand their business to the health product field, which is also a kind of innovation.Nearly 20 years since the establishment , the South Lee Gum Eke successfully produced nearly 50 kinds of product including infinitum health food. Since the twenty-first Century, Lee Gum Eke showed a strong momentum. 4. 2 Reactions to Family roadblocks 4. 21 Established family committee and constitution enterprise management problem. A major decision should agreed by 75% of Apart from establishing family committee, Lee Gum Eke also developed he family constitution. All family members must follow the family constitution, otherwise will not be able to get its due share. 4. 2. Caring for the Community Lee Kurd Eke deliver consciousness Of caring for the community, because to measure the success of a enterprise, the most important factor is how many contributions the enterprise make to the society. For example, the founder Wang Young-aching of company Formosa Plastic Group, contributes a lot to society, by establishing the charitable foundation Change Gung Memorial Hospital and the charitable trust Change Gung. All of his son and all the hillier were deeply moved by their father, leading them work together continue to be of value to their family company.After setting the target of caring for the community, Lee Gum Eke has obtained great achievement in following part. Caring for the Community: In 2008 and 2009, the senior management and employees of Lee Gum Eke participated in the â€Å"Charity Walk to Support Look Chi Association,† the â€Å"Lifeline Express Hong Kong Foundation – Charity Run/ Walk 2009† and various activities to raise money for victims of the Is Chuan earthquake. Caring for the Employees: Lee Gum Eke promotes a â€Å"3-balance† corporate hilltop's – family, health and work; and provides free nutritious lunch and a shuttle for employees.Caring for the Environment: Lee Gum Eke implemented environmental management facilities within its plants – an integrated oil and grease removal process to the sewage treatment system; reduction of plastic usage in packaging; and deploying circulating hot water system to generate energy. 4. 3 Reactions to institutional roadblocks: In line with the spirit of â€Å"Is Lie Xi Rene which means considering others interest, Lee Gum Eke resolutely bought out of the First Military MedicalSeniority and let the First Military Medical University continue to provide scientific research for the South Lee Gum Eke without participate in any management and investment. At the same time, the South Lee Gum Eke provided a sum of money to the First Military Medical University from sales in proportion. The problem has been well settled with guidance of â€Å"Is Lie Xi Rene†. For the complaints from public, Lee Gum Eke attaches great importance to quality of product. From 2004, Lee Gum Eke has taken a series of reform measures to improve product quality and improve customer satisfaction.Lee Gum Eke conduct questionnaire survey every half a year, set up R & D center and invest huge funds to establish integrated supply chain. These strategies have ensured product quality and have improved the competitiveness Of enterprises. The results show that 2004-2007 years customer complaint rate remains below 0. 006%. 5. Recommendations for other family enterprise 5. 1 Consciously penetrate the enterprise culture to brand shaping 5. 2 Cultivate the spirit of forever the entrepreneurial and continuous improvement 5. Implement people-oriented management culture 5. 4 Starting from basic and Striving to consolidate the basis of a hundred ears enterprise Family sustainability score 6. Conclusion â€Å"Lee Gum Eke† is not just an isolated brand, but a true to life, ups and downs of the family business 100 years of str uggle history. Let's not easy for any business concern to survive and remain strong for over a century. It is even more inconceivable for Lee Gum Eke, which began as a humble family operation, to grow into the renowned family enterprise that it is over a period Of 125 years.By studying Lee Gum Eke, I have learned a lot for the enterprise's core value â€Å"considering others interest first' , the target â€Å"constant entrepreneurship† and customer focused approach in developing business. By introducing family business map, we naturally come to the conclusion that Lee Gum Eke will continue put the family ownership and family management strategy in the foreseeable future. 6. 1 family ownership Concentrated ownership enables the controlling owner to effectively control the firm and to be held responsible for his decisions (Lucian, 1965; Jensen and Neckline, 1976).However, diffused ownership has benefits too. Selling ownership shares to investors facilitates financing and firm growth (Demesne, 1967). As we can see from the chart. The company Lee Gum Eke has a very high score of family value. Therefore, concentrated ownership can enable family members make their decision effectively. 6. 2 family management In principle, firm decision rights should be given to the person who maximizes the productivity of firm assets (Grossman and Hart, 1986; Jensen and Neckline, 1992).Founding family members have specialized abilities to preserve and share these intangibles because of life-long interactions and family governance mechanisms that are not available to non-family members. We call these specialized intangibles family assets. From the chart we can see that the roadblock of Lee Gum Eke is lower than most of companies located in SEA and Mainland China. Therefore, choosing family management can maximize the profit of company because of the intangible family assets can show to others.