The eNotes Blog Uncovering the Real Richard III Why ItMatters

Uncovering the Real Richard III Why ItMatters Fellow Shakespeare nerds! Now is the winter of our discontent, made glorious summer by this finding of one twisted old skeleton at the bottom of a car park. Thats right, the long lost body of the last Plantagenet king, Richard III, is now found! For a while now, archaeologists determined to uncover Richard IIIs body, long since presumed to be lost to history or dissolved at the base of a river bed, have suspected a Leicester car park to house his remains. Unglamorous as it is for a royal burial site, the lot was built over the site of the old Grey Friars monastery in which some records report Richard was interred. Last September, all the drilling and digging away of 500 years worth of debris paid off, as the research team pulled from the earth the twisted skeleton of a man killed in combat. Despite the seemingly obvious evidence before themthat the 15th c. skeleton of a man with a deformed spine was found exactly where King Richards body was said to be buriedthe researchers held the bodys identity in question until only yesterday. On Monday, February 4th, a day that will forever go down in Corpsegate history, a press conference on the scale of a hot young pop stars perfume launch descended on the University of Leicester, and the Guardian was there to deliver it to the greedy public in real time. Because who doesnt want to receive minute by minute updates on a 500 year old, unidentified corpse? Nobody. Well, maybe Cambridge academic Mary Beard didnt: But whatevs. Finding Richards body can totally lay to rest the pesky rumors that have haunted his reputation since his fateful death at Bosworth Field in 1485. Richard III was embroiled in a bloody British civil war during the 1400s. This period was named the Wars of the Roses for the emblems of the two feuding royal familiesa white rose for the house of York (Richards), and a red rose for the house of Lancaster. York eventually lost the crown, and Richard of Gloucesters death in the Battle at Bosworth Field signified the end of a thirty year war. His defeat came at the hands of Henry Tudor, who was subsequently crowned Henry VIIfather of Henry VIII and grandfather of Elizabeth I. Enter the Renaissance and the Elizabethan golden age. Eager to impress his Tudor queen, Shakespeare wrote histories that painted the house of Lancaster in a favorable light. But no monarch presented quite as much opportunity for propagandizing as Richard of Gloucester; labeled for centuries as deformed, Richards image only worsened when Shakespeare penned him as the evil, scheming hunchback, the killer of two young princes, an incestuous savage. In actuality, Richards lopsided figure has been speculated before as resulting from his skills at archerythe thought being that one side became overdeveloped, causing a curvature of the spine. No word on the pathology of the skeletons  misshapen  back has been released, however, except to say that it was not caused by scoliosis. Still, the conflicting accounts reveal the murkiness surrounding Richard IIIs legacy. Because in fact, Gloucester made some rather liberal reforms in his time, the most prominent of which stand to this day: In December 1483, Richard instituted what later became known as the Court of Requests, a court to which poor people who could not afford legal representation could apply for their grievances to be heard. He also introduced bail in January 1484, to protect suspected felons from imprisonment before trial and to protect their property from seizure during that time. He founded the College of Arms in 1484, he banned restrictions on the printing and sale of books, and he ordered the translation of the written Laws and Statutes from the traditional French into English. And although most people already know that Shakespeares play was more fiction than history, the unfair image of an old, withered, and bitter king has been a hard one for poor Richard to shake. Now the recovery of his old, withered skeletal remains might not be much help with altering that, but if anything it puts a face, nay, skull to a tired myth. The skull that proves Richard was mercilessly treated by both his captors and history, as he was laid to rest beneath a whole lot of ugly European hatchbacks forever. For all the juicy updates from the University of Leicester press conference, check out that Guardian article here. And if youre suddenly starting to miss that heinously evil version of ol Dick, well weve got some dastardly  Richard III quotes to devour here.

Seahorse Facts

Seahorse Facts Seahorses (Hippocampus spp of the family Syngnathidae) are fascinating examples of bony fish. They have a unique body morphology with a horse-shaped head, large eyes, curved trunk, and a prehensile tail. Even though these charismatic creatures are banned as trade items, they are still heavily traded in the illicit international markets. Fast Facts: Seahorses Scientific Name: Syngnathidae (Hippocampus spp)Common Name: SeahorseBasic Animal Group: FishSize: 1–14 inchesLifespan: 1–4 yearsDiet:  CarnivoreHabitat: Temporal and tropical waters throughout the worldConservation Status: Not Evaluated Description After much debate over the years, scientists finally decided that seahorses are fish. They breathe using gills, have a swim bladder to control their buoyancy, and are classified in the Class Actinopterygii, the bony fish, which also includes larger fish such as cod  and tuna. Seahorses have interlocking plates on the outsides of their bodies, and this covers a spine made of bone. While they have no tail fins, they have four other fins- one at the base of the tail, one under the belly, and one behind each cheek. Some seahorses, like the common pygmy seahorse, have shapes, sizes,  and colors that allow them to blend in with their coral habitats. Others, such as the thorny seahorse, change color to blend in with their surroundings. According to the World Register of Marine Species, there are 53 species of seahorses (Hippocampus spp), though other sources number the existing species between 45 and 55. The taxonomy has proven difficult because seahorses dont vary a great deal from one species to another. They do, however, vary within the same species: Seahorses can and do change color and grow and lose skin filaments. Their size ranges from under 1 inch to 14 inches long. Seahorses are categorized in the family Syngnathidae, which includes pipefish and seadragons. Georgette Douwma/Getty Images Habitat and Range Seahorses are found in temperate and tropical waters throughout the world. Favorite seahorse habitats are coral reefs, seagrass beds, estuaries, and mangrove forests. Seahorses use their prehensile tails to anchor themselves to objects such as seaweed and branching corals. Despite their tendency to live in fairly shallow waters, seahorses are difficult to see in the wild, since they can remain very still and blend in with their surroundings. Diet and Behavior Although there is some variation based on species, in general, seahorses feed on plankton and tiny crustaceans such as amphipods, decapods, and mysids, as well as algae. Seahorses do not have stomachs, so food passes through their bodies very quickly, and they need to eat often, between 30 and 50 times a day. Although they are fish, seahorses are not great swimmers. Seahorses prefer to rest in one area, sometimes holding on to the same coral or seaweed for days. They beat their fins very quickly, up to 50 times a second, but they do not move quickly.  They are able to move up, down, forward or backward. Reproduction and Offspring Many seahorses are monogamous, at least during a single breeding cycle.  A myth perpetuates that seahorses mate for life, but this doesnt seem to be true. Unlike many other fish species, though, seahorses have a complex courtship ritual and may form a bond that lasts during the entire breeding season.  The courtship involves an enchanting dance in which they entwine their tails​ and may change colors. Larger individuals- male and female both- produce larger and more offspring, and there is some evidence for mate choice based on size. Unlike any other species, male seahorses  become pregnant and carry babies (called fry) to term.  Females insert their eggs through an oviduct into the males brood pouch. The male wiggles to get the eggs into position, and once all the eggs are inserted, the male goes to a nearby coral or seaweed and grabs on with his tail to wait out gestation, which lasts 9–45 days.   Males produce 100–300 young per pregnancy and while the main source of food to the embryos is the yolk of the egg, the males do provide additional sustenance. When its time to give birth, hell contort his body in contractions until the young are born, over a period of minutes or sometimes hours.   felicito rustique / Flickr   Conservation Status The International Union for Conservation of Nature (IUCN) has not as yet evaluated seahorse endangerment, but Hippocampus spp were among the first fishes brought under global trade restrictions in 1975. They are currently listed in Appendix II of the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES), which allows exports of specimens only if they are sourced sustainably and legally. All countries which were historically exporting large numbers of them have since banned the export or are under CITES export suspensions- some banned the export prior to 1975. Nevertheless, seahorses are still threatened by harvesting for use in aquariums, as curios, and in traditional Chinese medicine. Historic and recent fisheries and/or trade surveys in source countries with trade bans have all revealed persistent exports of dried seahorses through unofficial channels. Other threats include habitat destruction and pollution. Because they are hard to find in the wild, population sizes may not be well-known for many species.  Ã‚   Stuart Dee / Getty Images Seahorses and Humans Seahorses have been a topic of fascination for artists for centuries, and are still used in Asian traditional medicine. They are also kept in aquariums, although more aquarists are getting their seahorses from seahorse ranches now rather than from the wild. Author and marine biologist Helen Scales, Ph.D., said of seahorses in her book Poseidons Steed: They remind us that we rely on the seas not only to fill our dinner plates but also to feed our imaginations. Sources Faleiro, Filipa, et al. Size Does Matter: An Assessment of Reproductive Potential in Seahorses. Animal Reproduction Science 170 (2016): 61–67. Print.Foster, Sarah J., et al. Global Seahorse Trade Defies Export Bans under Cites Action and National Legislation. Marine Policy 103 (2019): 33–41. Print.International Protections for Seahorses Take Effect May 15. World Wildlife Fund, May 12, 2004.Koldewey, Heather J., and Keith M. Martin-Smith. A Global Review of Seahorse Aquaculture. Aquaculture 302.3 (2010): 131–52. Print.Scales, Helen. Poseidons Steed: The Story of Seahorses, From Myth to Reality. New York: Gotham Books, 2009.Sea Horse Facts. The Seahorse Trust.

Seahorse Facts

Seahorse Facts Seahorses (Hippocampus spp of the family Syngnathidae) are fascinating examples of bony fish. They have a unique body morphology with a horse-shaped head, large eyes, curved trunk, and a prehensile tail. Even though these charismatic creatures are banned as trade items, they are still heavily traded in the illicit international markets. Fast Facts: Seahorses Scientific Name: Syngnathidae (Hippocampus spp)Common Name: SeahorseBasic Animal Group: FishSize: 1–14 inchesLifespan: 1–4 yearsDiet:  CarnivoreHabitat: Temporal and tropical waters throughout the worldConservation Status: Not Evaluated Description After much debate over the years, scientists finally decided that seahorses are fish. They breathe using gills, have a swim bladder to control their buoyancy, and are classified in the Class Actinopterygii, the bony fish, which also includes larger fish such as cod  and tuna. Seahorses have interlocking plates on the outsides of their bodies, and this covers a spine made of bone. While they have no tail fins, they have four other fins- one at the base of the tail, one under the belly, and one behind each cheek. Some seahorses, like the common pygmy seahorse, have shapes, sizes,  and colors that allow them to blend in with their coral habitats. Others, such as the thorny seahorse, change color to blend in with their surroundings. According to the World Register of Marine Species, there are 53 species of seahorses (Hippocampus spp), though other sources number the existing species between 45 and 55. The taxonomy has proven difficult because seahorses dont vary a great deal from one species to another. They do, however, vary within the same species: Seahorses can and do change color and grow and lose skin filaments. Their size ranges from under 1 inch to 14 inches long. Seahorses are categorized in the family Syngnathidae, which includes pipefish and seadragons. Georgette Douwma/Getty Images Habitat and Range Seahorses are found in temperate and tropical waters throughout the world. Favorite seahorse habitats are coral reefs, seagrass beds, estuaries, and mangrove forests. Seahorses use their prehensile tails to anchor themselves to objects such as seaweed and branching corals. Despite their tendency to live in fairly shallow waters, seahorses are difficult to see in the wild, since they can remain very still and blend in with their surroundings. Diet and Behavior Although there is some variation based on species, in general, seahorses feed on plankton and tiny crustaceans such as amphipods, decapods, and mysids, as well as algae. Seahorses do not have stomachs, so food passes through their bodies very quickly, and they need to eat often, between 30 and 50 times a day. Although they are fish, seahorses are not great swimmers. Seahorses prefer to rest in one area, sometimes holding on to the same coral or seaweed for days. They beat their fins very quickly, up to 50 times a second, but they do not move quickly.  They are able to move up, down, forward or backward. Reproduction and Offspring Many seahorses are monogamous, at least during a single breeding cycle.  A myth perpetuates that seahorses mate for life, but this doesnt seem to be true. Unlike many other fish species, though, seahorses have a complex courtship ritual and may form a bond that lasts during the entire breeding season.  The courtship involves an enchanting dance in which they entwine their tails​ and may change colors. Larger individuals- male and female both- produce larger and more offspring, and there is some evidence for mate choice based on size. Unlike any other species, male seahorses  become pregnant and carry babies (called fry) to term.  Females insert their eggs through an oviduct into the males brood pouch. The male wiggles to get the eggs into position, and once all the eggs are inserted, the male goes to a nearby coral or seaweed and grabs on with his tail to wait out gestation, which lasts 9–45 days.   Males produce 100–300 young per pregnancy and while the main source of food to the embryos is the yolk of the egg, the males do provide additional sustenance. When its time to give birth, hell contort his body in contractions until the young are born, over a period of minutes or sometimes hours.   felicito rustique / Flickr   Conservation Status The International Union for Conservation of Nature (IUCN) has not as yet evaluated seahorse endangerment, but Hippocampus spp were among the first fishes brought under global trade restrictions in 1975. They are currently listed in Appendix II of the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES), which allows exports of specimens only if they are sourced sustainably and legally. All countries which were historically exporting large numbers of them have since banned the export or are under CITES export suspensions- some banned the export prior to 1975. Nevertheless, seahorses are still threatened by harvesting for use in aquariums, as curios, and in traditional Chinese medicine. Historic and recent fisheries and/or trade surveys in source countries with trade bans have all revealed persistent exports of dried seahorses through unofficial channels. Other threats include habitat destruction and pollution. Because they are hard to find in the wild, population sizes may not be well-known for many species.  Ã‚   Stuart Dee / Getty Images Seahorses and Humans Seahorses have been a topic of fascination for artists for centuries, and are still used in Asian traditional medicine. They are also kept in aquariums, although more aquarists are getting their seahorses from seahorse ranches now rather than from the wild. Author and marine biologist Helen Scales, Ph.D., said of seahorses in her book Poseidons Steed: They remind us that we rely on the seas not only to fill our dinner plates but also to feed our imaginations. Sources Faleiro, Filipa, et al. Size Does Matter: An Assessment of Reproductive Potential in Seahorses. Animal Reproduction Science 170 (2016): 61–67. Print.Foster, Sarah J., et al. Global Seahorse Trade Defies Export Bans under Cites Action and National Legislation. Marine Policy 103 (2019): 33–41. Print.International Protections for Seahorses Take Effect May 15. World Wildlife Fund, May 12, 2004.Koldewey, Heather J., and Keith M. Martin-Smith. A Global Review of Seahorse Aquaculture. Aquaculture 302.3 (2010): 131–52. Print.Scales, Helen. Poseidons Steed: The Story of Seahorses, From Myth to Reality. New York: Gotham Books, 2009.Sea Horse Facts. The Seahorse Trust.

Seahorse Facts

Seahorse Facts Seahorses (Hippocampus spp of the family Syngnathidae) are fascinating examples of bony fish. They have a unique body morphology with a horse-shaped head, large eyes, curved trunk, and a prehensile tail. Even though these charismatic creatures are banned as trade items, they are still heavily traded in the illicit international markets. Fast Facts: Seahorses Scientific Name: Syngnathidae (Hippocampus spp)Common Name: SeahorseBasic Animal Group: FishSize: 1–14 inchesLifespan: 1–4 yearsDiet:  CarnivoreHabitat: Temporal and tropical waters throughout the worldConservation Status: Not Evaluated Description After much debate over the years, scientists finally decided that seahorses are fish. They breathe using gills, have a swim bladder to control their buoyancy, and are classified in the Class Actinopterygii, the bony fish, which also includes larger fish such as cod  and tuna. Seahorses have interlocking plates on the outsides of their bodies, and this covers a spine made of bone. While they have no tail fins, they have four other fins- one at the base of the tail, one under the belly, and one behind each cheek. Some seahorses, like the common pygmy seahorse, have shapes, sizes,  and colors that allow them to blend in with their coral habitats. Others, such as the thorny seahorse, change color to blend in with their surroundings. According to the World Register of Marine Species, there are 53 species of seahorses (Hippocampus spp), though other sources number the existing species between 45 and 55. The taxonomy has proven difficult because seahorses dont vary a great deal from one species to another. They do, however, vary within the same species: Seahorses can and do change color and grow and lose skin filaments. Their size ranges from under 1 inch to 14 inches long. Seahorses are categorized in the family Syngnathidae, which includes pipefish and seadragons. Georgette Douwma/Getty Images Habitat and Range Seahorses are found in temperate and tropical waters throughout the world. Favorite seahorse habitats are coral reefs, seagrass beds, estuaries, and mangrove forests. Seahorses use their prehensile tails to anchor themselves to objects such as seaweed and branching corals. Despite their tendency to live in fairly shallow waters, seahorses are difficult to see in the wild, since they can remain very still and blend in with their surroundings. Diet and Behavior Although there is some variation based on species, in general, seahorses feed on plankton and tiny crustaceans such as amphipods, decapods, and mysids, as well as algae. Seahorses do not have stomachs, so food passes through their bodies very quickly, and they need to eat often, between 30 and 50 times a day. Although they are fish, seahorses are not great swimmers. Seahorses prefer to rest in one area, sometimes holding on to the same coral or seaweed for days. They beat their fins very quickly, up to 50 times a second, but they do not move quickly.  They are able to move up, down, forward or backward. Reproduction and Offspring Many seahorses are monogamous, at least during a single breeding cycle.  A myth perpetuates that seahorses mate for life, but this doesnt seem to be true. Unlike many other fish species, though, seahorses have a complex courtship ritual and may form a bond that lasts during the entire breeding season.  The courtship involves an enchanting dance in which they entwine their tails​ and may change colors. Larger individuals- male and female both- produce larger and more offspring, and there is some evidence for mate choice based on size. Unlike any other species, male seahorses  become pregnant and carry babies (called fry) to term.  Females insert their eggs through an oviduct into the males brood pouch. The male wiggles to get the eggs into position, and once all the eggs are inserted, the male goes to a nearby coral or seaweed and grabs on with his tail to wait out gestation, which lasts 9–45 days.   Males produce 100–300 young per pregnancy and while the main source of food to the embryos is the yolk of the egg, the males do provide additional sustenance. When its time to give birth, hell contort his body in contractions until the young are born, over a period of minutes or sometimes hours.   felicito rustique / Flickr   Conservation Status The International Union for Conservation of Nature (IUCN) has not as yet evaluated seahorse endangerment, but Hippocampus spp were among the first fishes brought under global trade restrictions in 1975. They are currently listed in Appendix II of the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES), which allows exports of specimens only if they are sourced sustainably and legally. All countries which were historically exporting large numbers of them have since banned the export or are under CITES export suspensions- some banned the export prior to 1975. Nevertheless, seahorses are still threatened by harvesting for use in aquariums, as curios, and in traditional Chinese medicine. Historic and recent fisheries and/or trade surveys in source countries with trade bans have all revealed persistent exports of dried seahorses through unofficial channels. Other threats include habitat destruction and pollution. Because they are hard to find in the wild, population sizes may not be well-known for many species.  Ã‚   Stuart Dee / Getty Images Seahorses and Humans Seahorses have been a topic of fascination for artists for centuries, and are still used in Asian traditional medicine. They are also kept in aquariums, although more aquarists are getting their seahorses from seahorse ranches now rather than from the wild. Author and marine biologist Helen Scales, Ph.D., said of seahorses in her book Poseidons Steed: They remind us that we rely on the seas not only to fill our dinner plates but also to feed our imaginations. Sources Faleiro, Filipa, et al. Size Does Matter: An Assessment of Reproductive Potential in Seahorses. Animal Reproduction Science 170 (2016): 61–67. Print.Foster, Sarah J., et al. Global Seahorse Trade Defies Export Bans under Cites Action and National Legislation. Marine Policy 103 (2019): 33–41. Print.International Protections for Seahorses Take Effect May 15. World Wildlife Fund, May 12, 2004.Koldewey, Heather J., and Keith M. Martin-Smith. A Global Review of Seahorse Aquaculture. Aquaculture 302.3 (2010): 131–52. Print.Scales, Helen. Poseidons Steed: The Story of Seahorses, From Myth to Reality. New York: Gotham Books, 2009.Sea Horse Facts. The Seahorse Trust.

Technology Research Paper Example | Topics and Well Written Essays - 750 words

Technology - Research Paper Example Creative, Samsung and Sony and a plethora of other companies manufacture small, portable music players which is an answer to apple ipod, since ipods are quite expensive people prefer buying other reliable music players which are way cheaper than the ipod. Steve Jobs resigned as the CEO of Apple just a few days ago, under his leadership Apple became a force to reckon with. They launched a series of successful products like the iPhone, Mac, Ipad and a host of other successful products. Steve Jobs identified the potential of modern gadgets and took Apple forward in a very unique way. This paper will shed more light upon the Ipad which has been incredibly successful in the market. â€Å"The Apple iPad is one of the best-selling tablets in the world, and the iPad 3 is one of the most anticipated devices from Apple this year. This article explains you about the new features that are to be included in the  iPad 3.† (iPad 3) Ipad is without a doubt my favorite device; it is my favorite because it is arguably the best gadget in the market currently. The retina display is a very exciting feature, the clarity of the screen has been enhanced by several folds and this has excited almost all the Apple fans. No other similar product in the market offers 2048Ãâ€"1536 pixels, this means the screen would be crystal clear and an avid Apple fan just can’t ask for more. The latest model will also have an SD Card slot which is again an unprecedented feature; sharing media would become much easier with an SD Card slot. These days almost all the gadgets have HD ports, the Ipad has an HDMI port which means it can be connected to an HD television set and pictures and videos can be viewed on the HD television. This is again an exciting feature; sharing media has become really easy these days. Apple has made brought about these exciting changes. The latest model is the Ipad three and it is also the best one to buy, it is the best because it is the latest and has many

Impact of International Relations on Agricultural Education Dissertation

Impact of International Relations on Agricultural Education - Dissertation Example Successful completion of this research work will come with a lot of significance to a lot of people, especially the politicians as well as the educators. First, data, results and conclusions from this research shall serve as updated literature on the impacts of international relation within the population size targeted for this research work. To a large extent, this research shall help in coming out with new models on the type or kind of challenges of agricultural education as a result of international relations. The new trend of knowledge to be acquired shall indeed lead to a new paradigm shift whereby the knowledge shall be adapted for use and implementation by agricultural educationalists. This is to say that the findings and conclusions from this research work will go a long way to shape the lifestyle, working habit and social structures of teachers, the cultures of a county alongside the learners. This means that the learners and all other people across the agricultural educatio n divide who come across this document will have a renewed commitment towards international relations. In particular, agricultural students will reap a lot of benefits from this research given that it seeks to inform them about how their carriers are shaped by international relation. The agricultural teachers, on the other hand, would not fail to reap these benefits. This study is inclusive in its objective and would explore ways on how developing and encouraging international relations would influence the economy of a country.

Strategic Changes That Reversed Sainsburys Fortunes Management Essay

Strategic Changes That Reversed Sainsburys Fortunes Management Essay In the last two decades of the twentieth century the UK supermarket chain, Sainsburys, suffered from an almost continuing decline in its corporate fortunes, which its management of the time seemed unable to stop. Not least important of these events was the loss of its competitive position within the UK supermarket sector. From a position of being the market leader by 1995 Sainsburys had relinquished this spot to its rival Tesco (Johnson, Scholes Whittington, 2005) and even this second position was lost to Asda, a brand that had been strengthened as a result of its takeover by the American giant Wal-Mart.(BBC News, 2006).As a result of the corporations problems, during the early part of this decade it began to look very likely that the Sainsburys brand would either disappear from the UK or be acquired by new owners as investors became increasingly disheartened with the business returns and performance. Justin King, the current CEO of Sainsburys, joined the business in March 2004 (Sainsburys 2005), at a time when, due to lack of competitiveness and poor performance in comparison with rivals, Sainsburys had become a constant target for potential takeover bids (Hutchings 2004). Contrary to expectations at the time of his appointment, during the course of the past five years King has been seen as responsible for the reversal of Sainsburys fortune, which can be evidenced by the fact that a 2007 takeover bid valued the business at  £10.6 billion, more than twice the  £5 billion bid considered three years earlier (Mail online 2009). It is the changes in Sainsburys fortunes that form the focus of this essay. The intention is to both analyse and evaluate the strategic choices the corporation has adopted under Kings leadership in order to improve its response to changes that occur within the industry and its marketplace. Strategic changes at Sainsburys post 2004 Research into corporate strategy, once concerned mainly with the internal operations of the business, has now been extended to include the impact of external forces and events (Johnson et al, 2005). Thus as Johnson, Scholes Whittington (2008) observe, it can be defined as an organisations abilities to renew and recreate its strategic capabilities to meet the needs of a changing environment. In this respect corporate strategy within supermarkets such as Sainsburys, was focused upon the creation of competitive advantage (Porter, 2004a), a position that was deemed as being achieved whenever it outperforms its competitors (Pettigrew, Thomas Whittington, 2002, p.55). However, as Grant (2004) and others have suggested, simply achieving competitive advantage is not sufficient. To sustain its success, a business has to continue to build upon its advantage to ensure is does not lose out to other competitors in the future, a situation which the management at Sainsburys had failed to address prior to 2004. On his appointment as CEO, King reviewed the current business strategy and introduced changes in several key areas as part of his three year programme aimed at turning the business around (Sainsburys 2005). The first task to be faced was to identify the core areas of potential business growth, which was deemed by King to be the UK market. This led to the sale of Sainsburys US supermarket chain and the use of the proceeds to acquire a number of Morrison stores that were sold as a part of regulatory conditions attached to its purchase of Safeway, as well as a planned expansion into the convenience store sector. As King said at the time, this was needed to strengthen our market position and deliver future growth (Food Drink Europe, 2004, para3). The second task was to decide where and how the business should refocus its drive for competitive advantage, which as Grant (2004) indicates, meant using either cost and/or differentiation as the main strategic drivers for success in terms of adding value for the customer and shareholder. It is clear from the latter part of this explanation that to create such an advantage it is important for the Sainsburys brand, to be seen as sufficiently different from those of its competitors so as to establish its own brand identification and customer loyalties (Porter, 2004b, p.9). In other words, as Tyreman (2009 para10) indicates within his study on marketing, the key and essential element of brand design and promotion is for the corporation to ensure that the chosen strategy of differentiation must be unique enough to enable it to stand out from its competitors. This is especially important in a case like Sainsburys which is competing for market share within a UK supermarket and grocery sect or, which is considered by many people to have reached a position of saturation over a decade ago (Q Finance,n.d.para15). In terms of cost, both Tesco and Asda had overtaken Sainsburys in the sector as a result of their low-price strategy. In addition, their quality of service and differentiation was perceived by the customer to be superior to the Sainsburys brand, which meant that Sainsburys new management team needed to develop a strategy that would address both of these issues. In relation to low-cost the business and marketing strategy was changed to concentrate more upon reducing prices. In addition to this impacting upon recognised brand goods, this led to a change of direction, which included the expansion and promotion of its low-price own brand alternatives within its stores, an area where competitors had built a significant advantage. To ensure that this approach did not have an adverse effect upon the financial performance of the business and the value being added for shareholders, this also meant that the business had to introduce a cost reduction and efficiency programme across the supply chain (Porter, 2004a). Improvements were therefore made to the supply chain processes, which included the introduction of new technology aimed at increasing cost efficiency, such as the implementation of IT knowledge and data management systems (Mari, 2009). As an integral aspect of this process the relationship with suppliers, and their influence upon the supply chain, particularly product design, cost and distribution were also re-evaluated in an effort to lower costs and improve delivery to the customer, for example with the adoption of a system geared towards the JIT inventory model (Just in Time). The effect of these changes was to aid the lowering of in-store prices whilst at the same time continuing to retain and grow business value. However, on their own these changes would not provide the change in fortunes required by the business unless they were accompanied by a process that would improve the relationship and brand image that it was promoting and marketing to both existing and potential customers (Wilson Gilligan, 2005). In terms of quality of service, this also meant that the business would require the commitment of its employees. As Sainsburys had learnt, through loss of market share, the relationship that a business builds and develops with its potential customer is essential to the long term success of the business and its ability to expand its share of the market(Lancaster Massingham,2001).As Kotler ( n.d. P.159) observes, the organisation that develops and implements the best tools to enable it to forecast where customers are moving, and to be in front of them, will be the one that gains the competitive advantage from these processes. Having failed to maintain its advantage in this respect, it was apparent that the existing approach to customer relationships at Sainsburys was another area of corporate strategy that King needed to address. Three main strategic changes were made within the business with regard to its relationship with customers. The first of these was to improve the communication process that existed between the business and its potential customer base, so that it could gain the required feedback that would help the business to understand the changing demands and needs of the customer (Lancaster and Massingham, 2001). This was achieved through a programme that included additional market research, which included in-store and external surveys and questionnaires. In addition, the management team was encouraged to spend more time in the corporations stores, talking to customers as well as employees in order to gain a better insight into how the business service and quality was perceived (Blackhurst, 2005). Secondly, driven by the results of this feedback, the business improved its employee training processes, particularly in the area of service quality, with the focus being on improving the customer shoppin g experience within their stores. One crucial element of strategy aimed at improving the customer shopping experience is reliant upon the management of the human resource function (Grant, 2005). In simple terms Human Resource Management (HRM) is defined as a strategic and coherent approach to the management of an organisations most valued assets-the people working there who individually and collectively contribute to the achievement of its objectives(Armstrong, 2006.p.2.). It is the considered opinion of most academics that the type of relationship that business management has with its employees will have an important effect upon the success of its aims and objectives (Grant, 2005). Therefore, in keeping with other competitors within its own and other retail sectors, Sainsburys has had to review its HR policies and processes as part of the strategic changes required following the appointment of King in 2004. This review included both the internal aspect of human resources as well as the benefits and disadvantages the se will have upon the external business environment. One option that was immediately chosen was to increase the number of employees by 3,000; most were engaged in customer facing positions (Sainsburys, 2005). In addition the internal HR processes were changed. As Armstrong (2006) observes, there is generally considered to be two alterative options to HRM in business. These are the hard approach, which considers the management of employees should focus solely upon the effect that the individual or group of employees have in terms of assisting in the achievement of corporate goals, in other words what value the employee adds to the business. Alternatively, there is the soft approach, which is based upon employee involvement and motivation (Armstrong, 2006). With this approach the business seeks to understand and address the needs of the employee as well, primarily because it is considered that this will improve motivation and, as a result, increase quality and productivity. In Sainsburys it had already become apparent by 2004 that its major competitors, Tesco and Asda, had embarked upon a process of employee involvement which, using an appropriate approach to leadership and team building, was enabling these businesses to improve the success of their respective businesses in the area of human relationship management (Pettigrew et al. 2002). As Armstrong (2006) indicates the chances of successful adoption of a corporate strategy are much improved if the business has developed a relationship with the workforce that encourages involvement and participation at all stages of its development and implementation. It is not surprising therefore, that King and his management team decided the corporation needed to introduce a more robust HR regime and system; one that paid more attention to the importance of employee involvement and satisfaction within the decision making process of the business. Taking into account that it is the business front line employees who have the closest contact with the customer they therefore designed a strategic change that was designed around the soft approach. This change was achieved to a large extent by copying their competitors systems. In other words, they made management more accessible to the employee, involved them to a greater extent in business decisions, through a process of individual store and regional meetings and encouraged the employee to submit innovative and new ideas to their management team at all levels (Sainsburys, 2005). Finally, Sainsburys made significant changes to its approach in relation to the marketing and promotion of the brand. As Lancaster Massingham (2001) rightly observe, when any change in strategy is introduced it is important to communicate that message to the existing and potential customer. Therefore a new style of campaign has been developed by the corporation over the past four years that has concentrated upon delivering a message that focuses upon the low-price and customer service quality of the business offerings and shopping experience. This focused upon two main areas of the new strategy. The first, using a low-price approach, which concentrated on the promotion of its value brand and Meal for  £5, emphasised its commitment to a low-cost approach. The second, using celebrities such as Jamie Oliver to provide advice to customers about meals, using the companys products and portraying the friendliness of its employees, sought to reaffirm and build the business relationship wi th the customer. It is through the introduction of all of these strategic changes, culminating with the development of a promotional campaign, which includes the use of household celebrities that Sainsburys has sought to reposition the brand and increase its competitive advantage over other market players. The intention of this new approach has therefore been to improve its brand image, incorporating its new low-price focus with an improved range and choice of products and services. The objective being to change the customers previously held perception of the business. Impact of the Strategic changes Having analysed and discussed the various improvements that have been introduced at Sainsburys since King became CEO, the question that remains is to assess how positive the impact of these strategic changes has proven for the business and in this respect an evaluation of subsequent results produces mixed results. As will be discovered from the following comments, not all of these are positive. In relation to the change in Sainsburys market share within the supermarket sector, although there has been some improvement in this area resulting from the changes made to the corporate strategy, it still remains in third position (figure 1). This is in spite of the fact that in the past two years Sainsburys has improved its market share of the industry by almost 1% (BBC News 2006). Figure .Market Share Comparison Source: BBC News (2008) What is equally apparent from the decade comparison is that, when judged against its two main competitors, even taking into account recent improvements, it is noticeable that Sainsburys has still lost significant ground, in the case of Tesco by over 12%. It therefore follows that, in order to narrow the gap still further, and indeed to re-secure its position as the second biggest competitor in the sector, Sainsburys will have to continue to develop its strategy in a manner that provides it with a level of competitive advantage that remains superior to that of its rivals. Another aspect to consider in evaluating the success of strategic changes made from 2004 onwards, is the extent to which the strategic changes have delivered on expectations and predictions made at the commencement of the term of the new management team. In part it is these predictions that were responsible for the failure of the takeover bids being made for the business at that time, as investors considered that, if delivered, the return on their investment was likely to be improved. In the CEOs report within the 2005 financial statement, King suggested that the business had embarked upon a three-year programme designed to grow sales by  £2.5 billion by the end of 2007/08 and return Sainsburys to sustainable growth in both sales and profitability.(Sainsburys,2005).The subsequent financial results (figure 2) show that, this has been achieved, if one views this improvement from the 2005 results and, furthermore, that the improvement has been continued in subsequent years and, up to the year end for 2009 at least, seems to be defying the impact of the recent economic and financial crisis. Figure . Sainsburys Turnover 2001-2009 Source: Sainsburys (2005 and 2009) This potential improvement can be measured in another way, namely the performance of the share price for the same period of time. Figure .Sainsburys-10 Year Share Price Source: http://markets.ft.com/ft/markets/interactiveChart.asp It is confirmed from this comparison that, from its lowly position when King was appointed, Sainsburys share performance improved dramatically until around the end of 2007, when a new bidder for the business was rumoured to be occurring (Peston,2007). At that stage its performance almost matched those of Tesco and Morrisons. However, since the 2007 bid was aborted the adverse share performance between Sainsburys and the others has widened considerably, meaning that shareholders value is now a little more than 15% better than it was five years ago. Future Focus and Strategies Since 2004 Sainsburys has adapted and embraced change to secure its survival and prosperity. In todays challenging trading conditions it continues to focus on capitalising on these changes by identifying consumer trends and forecasting where such trends are leading, always with the end goal of securing trading success (Wilson Gilligan, 2005). In this current economic crisis Sainsburys has shown it has managed not only to ride out the recession but to emerge from it a winner with like for like sales in the quarter to January 2010 increasing by 4.2% .Analysts in 2010 are now saying that Sainsburys strong performance shows just how far the supermarket chain has come since March 2004 under King and acknowledge that his strategic changes have broadened the brand appeal of Sainsburys and turned its future around (Hall, 2010). With its future plans to focus on estate development and to step up its on-line resources in both food and non food, the support of its suppliers will be crucial to sustain Sainsburys future growth. To this end in March 2010 a Sainsburys Trade Briefing will be held to give all suppliers the opportunity to ascertain how they can work in tandem with the retailer in the testing year ahead to everyones mutual benefit. Conclusion In conclusion therefore, whilst it would be correct to say that the strategic changes made following the appointment of King have, to some extent led to a reversal of its former fortunes, certainly in respect of the comparison of its own revenue streams, in other areas the improvements have not been as beneficial as investors and the management anticipated. Gains in market share sufficient for the business to recover second position have changed little between 2005 and 2008, which means that the brand image and its promotional message needs to be improved to encourage more customers to choose Sainsburys in preference to other competitors. Similarly the share performance indicates that the business has still not totally convinced the markets that it can sustain its recovery.