Sunday, May 31, 2020

Effects of Marijuana on the Brain Essay - 550 Words

Effects of Marijuana on the Brain (Article Sample) Content: Filbey, F.M., Aslan, S., Calhoun, V.D., Spence, J.S., ... Segall, J. (2014). Long-term effects of marijuana use on the brain. PNAS , 111 (47):16913-16918. Retrieved from /cgi/doi/10.1073/pnas.1415297111.NameUniversityIntroduction According to Filbey et al. (2014), Marijuana use has steadily increased yet research findings on neural changes associated with chronic marijuana use remain equivocal despite agreement that such changes affect neural architecture, arguing from the knowledge that cognitive changes associated with chronic marijuana use are long lasting. The authors appreciate research focus on cannabinoid 1 (CB1) receptor-rich brain areas that includes orbitofrontal cortex in studying neuronal changes secondary to marijuana use: Tetrahydrocannabinoid (THC), the main ingredient in marijuana binds to CB1 receptors. However, the authors were disturbed by paradoxical results of studies assessing neural architecture changes, which showed increase, decrease, and no d ifferences in regional or global volume white or gray matter volume. Informed by findings linking brain structure and connectivity, the authors sought to determine structural brain alterations and potential patterns of gray matter connectivity emanating from chronic marijuana use.Materials and methods The researchers applied a case-control design with a sample population of 110 participants out of which 48 were chronic marijuana users (cases) whereas 62 were non-marijuana users (controls). Inclusion criteria for the cases were self-reported regular (minimum four times a week) marijuana use for at least 6 months and a positive THC-COOH urine test. Importantly, the researchers removed confounding by excluding persons who had current and/or previous history of traumatic brain injury, psychosis, and neurological disorder from the cannabis group. However, there is no evidence of randomization at recruitment stage although both cases and controls were matched for sex. All the participants were then subjected to magnetic resonance imaging (MRI) of the brain and interviewed using Marijuana Problem Survey tool to capture structural changes and behavioral measures respectively. Specifically, a high resolution T1-weighted image, a resting state functional MRI, and a diffusion tensor imaging scan were collected to measure gray matter volume, assess functional connectivity, and assess structural connectivity between white matter tracts and brain regions respectively. Behavioral data was analyzed against a pre-developed Likert scale whereas voxel-based morphology technique for investigating structural abnormalities of the whole brain was used to process MRI data. Notably, the researchers performed linear regression analysis to assess contribution of chronic cannabis use on gray matter volume, cognition, functional connectivity, and structural connectivity. Besides, t-tests were performed to test the hypothesis that chronic marijuana use has no effect on gray matter volume, cognition, functional connectivity, and structural connectivity. Additionally, parametric regression models analyzed relationship among aforementioned variables.Results According to Filbey et al. (2014), the results were that chronic marijuana users develop structural alterations evidenced by significantly reduced orbitofrontal gyri volume bilaterally. Besides, the researchers identified structural and functional connectivity changes exem...

Saturday, May 16, 2020

Youth Gang Prevention Efforts A Two Pronged Prevention

Youth Gang Prevention Efforts A two-pronged prevention approach has proven effective, with primary prevention strategies aimed at the community s general population and secondary prevention strategies targeting youth between the ages of 7 and 14 who are at high risk of joining gangs. Prevention efforts undertaken by law enforcement departments around the country include: â€Å"Participating in community awareness campaigns (e.g. developing public service announcements and poster campaigns). Contacting the parents of peripheral gang members (through the mail or during personal visits) to alert them that their children are involved with a gang. Sponsoring gang hotlines to gather information and facilitate a quick response to gang-related issues. Organizing athletic events with teams of law enforcement officers and gang members. Establishing working relationships with local social service agencies. Making presentations about gangs to schools and community groups as a combined effort at prevention and information ga thering. Sponsoring school-based gang and drug prevention programs (e.g. DARE and GREAT)† (Hess, 2013 p.230). Another great example of a prevention effort to lessen gangs that has been widely used in the United States is mentoring. Mentoring promotes positive youth development and help rehabilitate youth involved with a gang(s) (Prevention Efforts).Mentoring works by fostering caring relationships between the youth and a caring adult. Police Response to Youth Crime andShow MoreRelatedHIDA Case Study1087 Words   |  5 Pagesinvestigative, interdiction and prosecution activities, drug use prevention and drug treatment initiatives, as well as many others. Treatment and prevention are a main focus of the HIDTA program and all twenty-eight HIDTAs support prevention initiatives around the country. HIDTA works with community-based coalitions and follow evidence-based prevention practices including community mobilization and organizational change. A few examples of these prevention initiatives include; the Safe and Sound Initiative, theRead MoreThe Niger Delta Struggles: Its Implications for Resource Control.17990 Words   |  72 Pagesof the national question through a conference of ethnic nationalities. The current and fourth stage of the transformation has seen the entrance of youths, youth militancy and youth militias with volatile demands and ultimatums that have accentuated the scale and intensity of confrontatio ns and violence with the multinationals and the state. The youths presently spearhead and constitute the vanguard of Niger-delta conflict nationalists. They chart the course of methods, tactics and strategies andRead MoreThe Censorship of Art Essay example14698 Words   |  59 PagesPMRC in 1985, a new, more organized and systematic attack to control popular music has been launched. 1. The Invasion of the Washington Wives The Parents Music Resource Center was founded in 1985 as the result of the unusually combined efforts of a few concerned parents (Coletti 1987:421-426; Gray 1989a:151-153, 1989b:6-8; Kaufman 1986:228-231; McDonald 1988a:302-106; Roldan 1987:222-231). Tipper Gore, wife of current Vice-President and then Senator of Tennessee Albert Gore, bought theRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagesan Urban World †¢ Howard Spodek 53 3 Women in the Twentieth-Century World Bonnie G. Smith 83 4 The Gendering of Human Rights in the International Systems of Law in the Twentieth Century †¢ Jean H. Quataert 116 5 The Impact of the Two World Wars in a Century of Violence †¢ John H. Morrow Jr. 161 6 Locating the United States in Twentieth-Century World History †¢ Carl J. Guarneri 213 7 The Technopolitics of Cold War: Toward a Transregional Perspective †¢ Gabrielle HechtRead MoreStrategic Marketing Management337596 Words   |  1351 Pages Strategic Marketing Management Dedication This book is dedicated to the authors’ wives – Gillian and Rosie – and to Ben Gilligan for their support while it was being written. Acknowledgements Our thanks go to Janice Nunn for all the effort that she put in to the preparation of the manuscript. Strategic Marketing Management Planning, implementation and control Third edition Richard M.S. Wilson Emeritus Professor of Business Administration The Business School Loughborough University

Wednesday, May 6, 2020

Caffeine as a Drug Essay - 2841 Words

Waking up to a hot cup of coffee, relishing the cool tingling sensation of a cola with your lunch, or relaxing in the afternoon over a cup of tea, all have similar ingredient caffeine. Caffeine has been consumed ever since the 2700 BC, with its conjunction in tea, for the Chinese Emperor Shen Nung. In 575 AD, the first use of coffee beans where in Africa where it was used as currency and food. Even more today, caffeine consumption has become an integral part of millions of peoples daily lives. According to David Weaver, Caffeine and theophylline are among the most widely consumed neuroactive substances. These drugs are consumed most frequently in beverages, but also are present in certain over-the-counter diet aids, alertness†¦show more content†¦Especially students that depend on caffeine to support their study habits should carefully monitor such information. Many college students use caffeine byproducts such as sodas, coffee, and caffeine pills as supplements to maintain a more alert state. However, a lot of students lose count of how many cups of coffee or soda they have intake. Students tend to gear their consumption of these caffeine products by the products effectiveness rather than their caffeine dosage. This may result in the abuse of this substance, however minimal deaths have been reported due to this. In most cases, overdoses will result in tremendous discomfort and rarely cause death or permanent damage. However, a number of people have died from an overdose of caffeine. According to DSM-3-R, the toxic dose or lethal dosage to kill fifty percent of the population is estimated at ten grams. Although the lethal dose varies between each individual the basic guidelines tend to fall at one hundred and fifty milligrams per kilogram of body weight. A more animated description of the lethal overdose would range from fifty to two hundred cups of coffee or fifty caffeine pills. In lethal overdoses physiological effects such as seizures, tachycardia, or cardia arrhythmia can occur. Tachycardia and cardia arrhythmia can also occur with an intake of greater than one thousand milligrams of caffeine. Dosages between five hundredShow MoreRelatedEffects Of Caffeine On A Drug2393 Words   |  10 Pages In the beginning of the semester we were told to write down any drugs we had taken in the last 30 days. When I wrote down the drugs that I had taken over the last 30 days I never once considered caffeine a drug. I never saw caffeine as a drug until this class.The purpose of this project is to get a better understanding of someone who is attempting the abstinence process. For this project we had to get rid of one substance we consume daily or at least frequently. When providing a list of three substancesRead MoreCaffeine the Most Popular Drug in The World1079 Words   |  5 Pagesingredients in coffee and tea is caffeine. Caffeine has both bad and good benefits, but too much of caffeine can cause a negative effect for our health. The effects of tea and coffee can have various health benefits, carry out chemical compounds that is in the drink, but too much consumption can create side effects to our body. Caffeine is one of the most popular drug. They are naturally in all coffee beans and tea plants. Everyone in the world consumes caffeine everyday, from coffee to tea drinksRead More Caffeine and its Long-term Physiological Changes Essay969 Words   |  4 PagesCaffeine and its Long-term Physiological Changes To many people, caffeine seems like more of a necessity to start the day, or keep the day going, rather than a potentially harmful drug; however, most do not realize the long-term physiological changes that can occur as reported by several users. According to National Geographic, consumers spend 30 million dollars every year on caffeine tablets and roughly 50 billion dollars on caffeinated soda. Caffeine is a drug andRead MoreConsumption of Caffeine by Minors1621 Words   |  6 PagesConsumption of caffeine by minors has increased significantly in the past few years. In the modern community it is a common practice amongst teens to consume coffee as a part of an afterschool get together or as an energy booster in the morning. Many other teens consume highly caffeinated drinks that are known as energy drinks, even a can of coke has a very high amount of caffeine present in it. Consequently is caffeine an energy booster or a detriment to wellbeing. So should children be able toRead MoreCaffeine Synthesis1722 Words   |  7 PagesPaper Many Americans have included caffeine as a part of their daily diet whether they realize it or not. In fact, â€Å"caffeine is the most consumed psychoactive substance in the world† (Ruxton How is this instead (Caffeine is especially common throughout†¦) 15). It is found very especially commonly throughout every day foods and consumed mostly though through coffee, tea, soda, and chocolate (Spiller 200). Many Americans participate in the use of caffeine; it is estimated that 90% of adultsRead MoreThe Effects Of Drugs And Its Effects On Society1670 Words   |  7 Pageseffects of drugs when they are about to use it. In today’s society, there are various types of drugs or substances that are either on the legal or illegal side. Just because a substance is legal does not make it beneficial and vice versa. The main categories of drugs are stimulants, depressants, and hallucinogens. The drug category that I would like to focus on is stimulants. The most heavily and frequently used stimulant, which is caffeine. Never does it cross someone’s mind that caffeine can be consideredRead MoreEnergy Drinks And Caffeinated Beverages Essay962 Words   |  4 Pagesboth is caffeine. Caffeine is a mild stimulant drug and is considered to be the most popular used drug in the world (Striley et al. 2011). The differences in energy drinks and caffeinated beverages can be drastic when comparing their caffeine levels. The main health risks that are associated with energy drinks can be directly linked to their main ingredient, caffeine (Breda et al. 2014). Consuming excess caffeine can cause a caffeine overdose. Energy drinks increase the risk for a caffeine overdoseRead MoreArgumentative Essay On Caffeine1353 Words   |  6 PagesDrinking caffeine in the morning to start off the day might seem like the right thing to do in the morning but is it really harmful? Caffeine can be really addictive and may even cause death if used way that not meant for your body. About 85 percent of the U.S. population that’s an adult drinks about three cups of coffee a day and that’s not even counting soda or energy drinks. Caffeine has been around for more than a thousand years and we still don’t understand everyt hing about what it does forRead MoreCaffeine, is it Helping or Hurting America?1089 Words   |  5 Pages Caffeine is the most abused drug in the world. Many people wake up, and start there day with some sort of caffeine. Some it is for the energy boost, and to help them stay awake and focused. Others it is for the addictive crave. It is the most popular drug in the United States. Caffeine is in almost everything such as, sodas, over-counter medication, prescription drugs, cigarettes, foods, etc. The most consumed sources of caffeine are coffee and tea, and it [caffeine] can be harmful on your healthRead MoreThe Negative Effects Of Caffeine1094 Words   |  5 Pages Most of us fail to realize that caffeine is present in almost every drink that we consume. Most people enjoy the positive effects that caffeine does to our bodies, but have you ever thought of the negative? Caffeine is a stimulant to the central nervous system and the regular use of it can cause a mild physical dependence. With a dependence being shown I strongly do believe that caffeine is just as addictive as any other drug. Over 90 percent of the United States consumes caffeinated beverages

Tuesday, May 5, 2020

Sustainable Development Goals Bio Therapies â€Myassignmenthelp.Com

Question: Discuss About The Sustainable Development Goals Bio Therapies? Answer: Introduction The current management focuses on the concept of strategic marketing and management strategies which determines the positioning o the company within the global market. For the current assignment, CSL had been taken into consideration, which is a biotherapeutic company. The company aims at designing innovative strategies which helps in designing life saving technologies for the betterment of mankind. The assignment takes into consideration a number of objectives such as running a background analysis of the company, pricing of the products and services, marketing strategies adopted by the company for promotion of the products. The distribution channels as well as stakeholder analysis form other important components. In this context, a marketing mix had been applied in order to analyse the competitive positioning of the organization within the current biopharma market. The 4 Ps analysis is based upon product, price, place, promotion, which helps in competitor analysis. A swot analysis had been further conducted to evaluate the strategic positioning of the organization. Background of the company The CSL is a global multispecialty biotherapeutics company with a number of operational units across the globe such as Australia, Germany, Switzerland, UK and US. The company produces a wide range of products using the plasma derived from the blood. The plasma is then treated and processed further to generate a number of life saving drugs. In the year 2015, the company joined hand with Novartis to create seqirus, the second largest influenza vaccine company in the world (Lii et al. 2013). Some of the sustainable practices of the company can be highlighted over here which helps in the development of an economic and environmental balance for the company. The social benefits offered by the company have been covered under the Corporate Social Responsibility of the company. The company offers a global economic contribution of US$32.8 million towards local, patient and biomedical communities (cslbehring, 2017). The organization contributes a global sum of US$466 million across 40 worldwide clinical centres for research and development. The organization also maintains some of its environmental concerns by conducting an enterprise wide climate change risk assessment. The company strictly follows the confederations provided by the United Nations Intergovernmental panel on Climate change (IPCC). The company has a vast customer base depending upon increase in the number health concerns globally. The CSL Company markets plasma derived and recombinant therapies worldwide. The recombinant therapies help in provision of new and innovative technologies which helps in treating the serious and life staking conditions of customers across the globe (cslbehring, 2017).The CSL Limited faces a number of challenges from its similar market players or competitors which could be further analysed with the help of a STP analysis that is segmentation targeting and positioning. STP analysis: Attributes CSL Lipotek Cynata Segmentation Manufacturing and marketing plasma derived recombinant Marketing nanovaccines based on recombinant proteins Stem cell and regenerative medicine company Targeting Medicine and Pharma industries , prescription products Research and development along with phrama products Surgical use for treating patients with serious impairments Positioning Develop life saving drugs Provides more alternative recombinant medical interventions Helps in facilitating transplants and regeneration Table 1: STP Analysis (Source: Author) Marketing mix The tool of marketing mix is one of the widely used techniques in making marketing plan of an organization, which uses various parameters like price, promotion and place along with the description of the products as the source of information (Steenkamp 2017). The policies of the marketing mix are decided according to the marketing objectives of business organization. It is also essential to note that sustainability of an organization is dependent upon the policies that are implemented according to the marketing mix parameters (Hanssens et al. 2014). For example, it is essential for the organization implement effective pricing strategy,which will ensure better sustainability of the product in the respective market. Product vs. Sustainability It is essential for the company to provide detailed description of the product, which will help them to provide information to the customers. The product line for CSL limited includes all types of vaccines that are essential in the cases of saving the life of patients. These vaccines are used as a source of improving the immunity and thereby help in disease prevention. Other product line of the company includes plasma derived therapies, anti venom, Diagnostic products and all types of Pharmaceuticals. Few of the major products in each of the product line are described here: Plasma Derived Therapies: Albumex: This is a critical care product, which is used auditing patients with low volume of blood. This is mainly used during the time of lung bypass surgery, where there is huge amount of blood loss among the patients. Biostate: This type of product is used for coagulation disorders, where the patient is suffering from disease like hemophilia. This helps to elevate the level of factor VIII,which is depleted in case of hemophilia A. Hepatitis B Immunoglobulin-VF: This is an immunotherapy product that is used to prevent infections disease like Hepatitis B. This is mainly usedto prevent the occurring of the disease among suspected individuals. Vaccines: This range of products includes various types of vaccines, which are used to incorporate among individuals are various ages that is needed in order to prevent occurring of disease. Most of the vaccinesthat are sold by CSL Limited aremainly for children below 10 years old. The company also sells few of the newly discovered vaccines, which are used in the prevention of critical diseases like cancer (Csl.com.au, 2017). Afluria Quad: This vaccine is used for preventing influenza in person above 18 years old. Gardasil: This vaccine is used for prevention of critical diseases like vaginal and anal cancer. Pharmaceuticals Acarizax: This is an immunotherapy pharmaceutical product, which is used in the treatment of dust mite respiratory allergy. Caldolor: This is one of the widely used Pharmaceutical products in the Australian medical industry, which is used for neuropathic pain, which is associated with previous herpes zoster infection. Anti venom CSL Limited is also popular for various kinds of anti venom, which are highly popular in the medical industry. The company has invested hugely in the research and development of various types of anti venoms for the toxic that are secreted from the snakes and spiders (Csl.com.au, 2017). All the above mentioned products are sold under the brand name of CSL, which provides them with some unique identity and recognition in the biotech and pharmaceutical industry. It is essential for the company to provide detailed description of all the Pharmaceutical and biotic products, which is necessary in understanding the importance of each of those products that are implemented in each case (Csl.com.au, 2017). All the products of CSL Limited,which are sold into the pharmaceutical industry, are reported to have wide range of application in various medical purposes. Some of the critical drugs that are sold by the company have been reported to have extreme use during the time of medical emergency. Most of the healthcare organizations in the Australian health care industry are dependent on the products of CSL limited. This will help in the sustainability of various products of the company. The company has to bring about regular changes in the manufacturing process of the Pharmaceutical product, which can help to deal with all types of new challenges related to the use of the new challenges in the medical industry. Proper quality checking procedures also need to be maintained within the company, before each category of products is being released in the market. With each range of products that are released in the market, it is essential for CSL limited to ensure its sustainability that can be ob tained with the help of regular monitoring of the products (Tollin and Christensen 2017). Price vs. Sustainability Pricing is one of the important criteria all the marketing policies, which is decided based on the quality of the product and the groups of the target customers (Hanssens et al. 2014). Due to the nature of the product that are sold by CSL, it is essential to have high level of pricing of the products, which can help them to produce high and safe quality of safe products that can help in the process of dealing with materials related to critical disease in the healthcare. It is relevant to mention in this context that with the rise of competition in the Biotech and pharmaceutical industries of Australia it is essential for in the Biotech and pharmaceutical industries of Australia it is essential for CGL limited to maintain the price at competitive level, which will help the company to maintain sustainability and survive for longer periods. There are various internal and external factors, which decide upon the prices of the products. The price of the raw materials in the form of chemicals that are needed in the manufacturing procedures of pharmaceuticals and Biotech products can hugely vary. This is mainly due to the fact that, there are limited numbers of suppliers. In order to maintain sustainability with the pricing strategies, it is essential for the company to regularly update the price of the product according to the changes that occurred in the pharmaceutical industry. It is also one of the ethical duty of the company do not use any poor quality of materials in the manufacturing process that can help them to gain unfair competitive advantage. Nevertheless, it is essential for the company to keep the pricing of the products at nominal level, which can be afforded by people of all section for getting their treatment. Promotion vs. Sustainability The promotional strategies are one of the essential parts of the marketing activities that are carried out by all business organizations (Mintz and Currim 2013). Due to the increase level of competition in the pharmaceuticals and Biotech industries of Australia, it is essential for CGL Limited to implement innovative techniques of promotion that can help them to reach out to target groups of customers. It is essential to ensure that most of the products CGL Limited are mainly used in Healthcare industry. Hence, it is essential for the company to ensure that the promotional strategies that are being implemented can reach out to the stakeholders of Healthcare organizations. In order to maintain sustainability in this context, it is essential for the company to analyze the external social economical and political scenario, which can help them to decide upon the future promotional strategies. The company also has to collect updated information related to the Pharmaceutical and Biotech industry, which can help them to bring about changes in the respective industry. It is also essential to use different forms of medium, which can be used by the company to communicate with the target clients. This is also one of the effective ways that can be used to maintain sustainability within the industry. Distribution vs. Sustainability The area of operation for CSL Limited includes all parts of Australia and in other Nations including Hong Kong, United States and in many nations of Europe including UK. There are different manufacturing facilities along with research and development team in almost all the Nations, where the business operation range of the company is expanded. The company mainly sells their products through distribution strategies and assistance of medical representatives. It is also possible for the client to directly approach the company and place order for all types of Pharmaceuticals and therapeutic products. The company has also expanded its range of distribution through the help of ecommerce business, where it is possible for the clients replace online order. Distribution through online chain needs to be enhanced in the future, which can help the company to maintain sustainability and thereby able to expand their range of distribution channel (Wirtz and Lovelock 2016). Comparison to rivals A marketing mix could be used for the comparison of the CSL limited with its partners. Some of its potential partners are the Cynata therapeutics and the Lipotek Pvt. Ltd. The organizations belonging to the similar area of biotherapeutics the segmentation, targeting and positioning of the organizations are more or less the same. This brings about competitions between the rival companies regrading profit making and reaching out to the maximum number of target customers. For comparison to the rivals a 4P analysis has been done in order to evaluate the differences present within the strategic marketing policies of the companies. Marketing mix factors CSL Lipotek Cynata therapeutics Product Blood plasma derived recombinant biopharma products Recombinant protein vaccines Cell culture media , cell separation systems, instruments and other reagents for use in life sciences research Pricing Cost effective Competitive Economical Promotion Organizational magazines and product catalogues Promotion through distributor channels Advertisement with product description in leading newspapers Place Covers wide section of audiences across the globe Covers the Australian pharma market specifically Caters to the Australian large audiences only Recommendations A number of recommendations might be suggested for the improvement of the marketing and promotional strategies of the company. The 4Ps of marketing can be developed further for meeting with the strategic marketing policies of the company. One of the main challenges faced within the present context is from the pricing policies. The stringent pricing often limits the sale of the products which might affect the business and marketing policies of the company. The promotional strategies also serve as an important parameter. In the current context, the CSL Limited uses the magazines and catalogues of the company for generating product awareness within the target customer segment. On the contrary, comparing with one of its competitors, the cynata therapeutics, which uses leading newspapers for educating the target audiences about the products and benefits, can act in favour of the organization (cynata, 2017). Additionally, the company should also come out with more economical and generic medicines for meeting with the serious health requirements of the Australian rural sector. 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Consumer attitude metrics for guiding marketing mix decisions. Marketing Science, 33(4), pp.534-550. Lii, Y.S., Wu, K.W. and Ding, M.C., (2013). Doing good does good? Sustainable marketing of CSR and consumer evaluations. operations Social Responsibility and Environmental Management,20(1), pp.15-28. lipotek (2017), lipotek , Available at :https://www.lipotek.com.au/about/ [Accessed on 22 Sep. (2017)] Mintz, O. and Currim, I.S., 2013. What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities?. Journal of Marketing, 77(2), pp.17-40. O'Toole, P.W. and Paoli, M., (2017). The contribution of microbial biotechnology to sustainable development goals: microbiome therapies.Microbial Biotechnology. Steenkamp, J.B., 2017. Global Marketing Mix Decisions: Global Integration, Not Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan UK. Tollin, K. and Christensen, L.B., 2017. Sustainability Marketing Commitment: Empirical Insights auditing its Drivers at the Corporate and Functional Level of Marketing. Journal of Business Ethics, pp.1-21. Wirtz, J. and Lovelock, C., 2016. Services marketing: People, technology, strategy. World Scientific Publishing Co Inc.