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Microsoft Windows Millennium Edition This document provides complementary or late-breaking information to supplement the Microsoft(R) Windows(R) Millennium Edition (Windows Me) documentation. HOW TO USE THIS DOCUMENT To view Display.txt on-screen in Notepad, maximize the Notepad window. To print Display.txt, open it in Notepad or another word processor, and then on the File menu, click Print. -------- CONTENTS -------- WINDOWS UPDATE WINDOWS 95 UPGRADES WINDOWS 95 DRIVERS CONVERTED TO VGA ADAPTER TYPE MONITOR TYPE REFRESH RATES DISPLAY PROBLEMS DYNAMIC COLOR CHANGE ANIMATED CURSORS IRQ CONFLICTS WITH PCI DISPLAY ADAPTERS MULTIPLE DISPLAY SUPPORT =============== WINDOWS UPDATE =============== Microsoft regularly makes updated drivers available on the Internet through Windows Update. Windows Me also includes additional drivers in the Drivers directory on the Windows Me CD. To obtain additional or updated drivers, carry out the following steps: If you have an Internet connection: 1. Click Start, and then click Windows Update. 2. Follow the instructions on your screen. If you do not have an Internet connection: 1. Click Start, and then click Help. 2. In Windows Help, click the Index tab. 3. Type "Download Library", and then press Display. 4. Follow the instructions on your screen. Microsoft updates the Windows Driver Library on the Internet regularly with the newest drivers from third-party manufacturers. Microsoft tests these drivers for compatibility and then makes them available for download. Windows Update makes these drivers available automatically by detecting the hardware on your system and offering you only those drivers that are compatible with your system. =================== WINDOWS 95 UPGRADES =================== Windows Me upgrades all Microsoft-provided drivers from Windows 95 and DirectX releases. Windows Me also upgrades certain third- party Windows 95 drivers that might experience problems running in Windows Me. If your display card or system included display-specific utilities (for example, extra Display properties in Control Panel, refresh rate utilities, or color matching utilities), an upgrade to the provided Windows Me driver may cause the utilities not to work correctly. If Windows Me upgrades your display driver and your display-specific utilities are not working correctly, this is because the existing third-party Windows 95 driver is not compatible with Windows Me. Third-party display drivers and utilities are often very interdependent, so that if you remove one piece, you will break the other. The display drivers included with Windows Me are intended to be generic drivers that provide stable support for standard Windows APIs and features. Because each driver must support a number of different configurations, it is impossible to support every utility with one driver. Some features that formerly were included in third-party utilities have been integrated into Windows. If you still want the extra features

Zynga’s Revenue Recognition Dilemma

http://accrualperspective. wordpress. com/2012/10/10/zyngas-revenue-recognition-dilemma/ Zynga’s Revenue Recognition Dilemma Leave a reply Zynga’s Revenue Recognition Dilemma Zynga has been the focus of a highly disputed topic on bookings and revenues as of late. Unfortunately for the online gaming company, many accountants and financial analysts are not in Zynga’s favor on the way that the company has been recognizing revenues. To put the company in perspective, there are 26 million digital farmers via the vastly rampant FarmVille application run by Zynga.In the popular game, Facebook users build farms to produce crops and create the kind of productivity that they desire. This creates the need for virtual, heavy equipment, such as tractors, seeders and harvesters, all which can be bought with FarmVille Currency. Zynga makes money by allowing users to hurry the process by converting real dollars from their credit cards into the virtual currency necessary to get t he equipment they need to get the job done. Like FarmVille, Zynga has users across a variety of applications such as CityVille, Words with Friends, and Mafia Wars, all of which using the same models.This type of unique revenue however provokes a unique question; that is, how is Zynga supposed to report revenues from these products that they’ve offered? According to the company’s 10-k report, it’s policies on reporting states that: * â€Å"For the sale of consumable virtual goods, we recognize revenue as the goods are consumed† * â€Å"We recognize revenue from the sale of durable virtual goods ratably over the estimated average playing period of paying players for the applicable game, which represents our best estimate of the average life of our durable virtual goods† And perhaps the most important: â€Å"If we do not have the ability to differentiate revenue attributable to durable virtual goods from consumable virtual goods for a specific game, we recognize revenue from the sale of durable and consumable virtual goods for that game ratably over the estimated average period that paying players typically play our games† This type of financial reporting is simply too confusing and leaves the door open for too much alteration within the reports. Also, this type of unpredictable reporting technique allows the company to skew bottom-line profits and maneuver their earnings to reflect an untrue valuation of the company’s worth.These types of manipulations are especially alarming to users of the financials who are looking to invest in a company that appears to be growing, when in reality it is altering production numbers with every consecutive quarter. In regards to the revenue recognition dispute, the way their accountants estimate average periods that paying players actually play the Zynga games must be validated. In a recent article by Bloomberg’s Cory Johnson, he notes that Zynga has made changes to these e stimates five of the last six quarters. These changes made drastically effect the net profits that Zynga is reporting to the public.By taking the estimate and distorting it, they are able to report profits when indeed there are none. It is curious that the auditor assigned to Zynga, Ernst & Young, has allowed this method of accounting to be implemented when clearly it is affecting the bottom line. It is also curious that E&Y is also the auditor for the Zynga’s distributor, Facebook whose Zynga profits have accounted for roughly 12% of its revenue. This â€Å"independence† (or lack there of) calls into question the true authenticity behind these reporting standards and what they mean to the accounting profession as well as financial statement users world-wide.At any rate, this is a topic that needs to be brought to light, discussed and ruled upon. Zynga cannot merely go on reporting as they wish to provoke the appearance of a success while the true profits and losses go unnoticed. http://blogs. smeal. psu. edu/grumpyoldaccountants/archives/746#more-746 http://articles. businessinsider. com/2011-10-12/research/30269486_1_zynga-virtual-goods-bookings http://www. forbes. com/sites/francinemckenna/2012/04/23/how-zynga-facebook-and-groupons-go-to-auditor-rewrites-accounting-rules/

Azt Pricing Decision Essay

In 1986, Burroughs-Wellcome Company introduced the first major breakthrough against acquired immune deficiency syndrome (AIDS). It was the life-prolonging drug AZT. The product has turned out to be very successful for the company and, largely because of AZT’s success, Burroughs-Wellcome’s profits have doubled in the three years ending in 1988. The Food and Drug Administration (FDA) plans to expand the authorization for the drug’s usage to those who are infected with the AIDS virus, but not yet showing signs of serious illness. The estimate of the size of this market is hundreds of thousands rather than the tens of thousand who are currently sick with AIDS (1988). The controversy over the drug centers on its price. AZT costs about $8,600 for a year’s supply for each patient (lowered from $10,000 in 1987). Critics in the gay, medical, and legal communities contend that Burroughs-Wellcome executives are â€Å"corporate extortionists.† Some believe that the company has already made too much money at the expense of the sick. The price is so far out of reach of indigent and moderate-income people that the federal government had to step in with subsidies of millions of dollars. Burroughs-Wellcome defends it pricing practices by stating that its profit margins (in the 50-70 percent range) are in line with those companies introducing new drugs. They contend these high returns are necessary to finance research and recoup the millions of dollars invested in developing the drug. They initially gave the drug free-of-charge to as many as 5,000 AIDS patients and spent $80 million on a new plant. Additional criticism revolves around the actual development of the drug. The Wall Street Journal stated, â€Å"But Wellcome’s moral position is undercut by its relatively minor role in the creation of AZT.† Researchers at the Michigan Cancer Foundation, from West Germany, and at the National Cancer Institute are credited with the major discoveries that led to AZT. Nevertheless, Wellcome performed toxicology, pharmacology, and animal studies before AZT was given to the first human volunteer. It also financed the big clinical trial and bankrolled the give-away to the patients in the initial experiment. Wellcome is under pressure to cut its price. The government is attempting to institute a â€Å"reasonable price† clause where an unduly high price could trigger a government order for a company to open its books. Any company found in violation could be sued for breach of contract. Congress is also studying AZT and one Congressman wrote the company contending that the original price rationale (achieving a decent return on investment during a short product life) no longer exists as the drug has been on the market for three years and the market is growing for the product.

Falling And Getting Up Health And Social Care Essay

The writers explained that increasing in age ( ageing ) is associated with hazard of falling and inability to acquire up when fell. They besides reported the complications linked with lying on the floor for long clip. In add-on, they stated that inability to acquire up carried hapless forecast with respects to hazard of hurt in subsequent autumn, admittance to infirmary and eventually mortality. Aims They stated the aims of this survey and this can be found in the first paragraph under the abstract subdivision. These include ; 1. To depict the incidence and extent of lying on the floor for a long clip after being unable to acquire up from a autumn among people aged over 90. 2. To research their usage of call dismay system in such fortunes as stated in ( 1 ) above. Study design Cohort study-the exposure is non clearly stated in the article but the hazards associated with it are ; ageing, terrible cognitive damage, serious hurt, inability to mount stepss, and admittances to the infirmary. The result is fall and inability to acquire up. This is an appropriate survey design as the writers were looking at a rare exposure and a comparatively common result ( autumn and inability to acquire up ) .In add-on, they were looking at more than one result. Target population The mark population is the full staying endurance aged over 90, of a population based survey, the Cambridge City over-75s Cohort ( CC75C ) .However, it is hard to state from this article how representative these are over the whole Cambridge population since the entire figure of aged over 90 of the whole Cambridge community at the start of the survey is non known and it would hold been nice for the writers to province this. The response rate is however good as 84 % ( 110 ) of the participants took portion in the study and follow up. Study population-exposed Aged?90 old ages who were the staying subsisters of CC75C survey participants were used as the open persons in relation to the hazard factors and instance definition was evidently stated in the article but it is non cognize on which standard it is based on. Study population-unexposed The writers did non give any information about the unexposed group but we may presume that internal comparing method of cohort survey was used in which instance merely one cohort is studied. Therefore, aged?90 old ages subsisters of CC75C were besides used as the unexposed persons. Follow up The terminal of follow up was non clearly stated. In the method paragraph, the writers merely said that the participants were followed up for one twelvemonth or until decease if Oklahoman. It would hold been good if we were told the specific get downing day of the month and stoping day of the month in footings of yearss and months of the old ages. We were besides non state how they handled instances of participants that were transferred from either community or sheltered lodging to institutional scenes ( nursing place or infirmary ) as a consequence of demand for better direction. This may take to rising prices in the figure of falls recorded in institutional scenes. Ascertainment of result Falls, inability to acquire up and usage of dismay systems rates recorded were more subjective than nonsubjective in this survey and this is so since there was no dependable system for observing all the results. In add-on, the steps taken did non truly reflect what one would hold wanted them to. The result assessors and the participants excessively were non blinded to the exposure ; therefore we can non state that the results were accurately measured to minimise prejudice. However, falls reported by telephone with follow-up visit or phone call by undertaking nurse can be a small spot dependable. The above statement indicated some of the commissariats made to cover with possible prejudices in the ascertainment of the survey results. Exposure information The information about exposure was assumed to hold come from the participant themselves and other placeholder sources because we were non told if there was any database where the exposure information was got from ; for that ground, it is hard to state if the exposure was accurately measured. Furthermore, there are no clear cut definitions of hazard factors and/or confusing factors that may be linked to the results. Confusing factors The writers did non place any of import confounding factor perchance due to the survey design adopted. Howbeit, the writers missed some confounders like organic structure mass index, ataractic drug usage, intoxicant maltreatment and other carbon monoxide morbid conditions. Presentation of the consequences Descriptive statistics The research workers of this survey did a thorough occupation by explicating in inside informations the proportions of those who fell and that of falls in participants populating in the community, sheltered lodging and those in institutional scenes. It was observed that most people fell at least twice and that falls in the community scenes were more than in the other scenes. It was besides noticed that falls occurred more when the participants were entirely. In the same vena, per centums and proportions of inability to acquire up amongst participants were given in inside informations. It was noticed here that most people needed aid to acquire up after a autumn in all the scenes. Be that as it may, of all the reported falls ; it was found out that few people were seen lying on the floor for an hr or more. Sing those who fell instead than falls, it was inferred from the description by the writers that the proportion of those who fell was higher than those that did non. Furthermore, from the information provided by the writers ; it can be deduced that most participants had one signifier of call dismay systems but were mostly non used by them. The findings nevertheless as presented by the writers were non really clear, they are subjective and non in sufficient item to enable any reader to judge objectively as perchance more tabular arraies would hold been added to do them clearer. Furthermore, some findings are internally inconsistent ; illustration of this can be seen in the first statement made under the inability to acquire up subdivision which says everyone who fell in an institutional scene, 66 % ( 41/62 ) who fell in sheltered lodging, and 43 % ( 52/120 ) who fell in community scenes needed aid to acquire up after a autumn. The entire figure of participants in the sheltered lodging is 19 which are far less than 66 % of 62 quoted above. Similarly, the entire figure of participants in the community is 62 which are more than 43 % of 120, so the Numberss did non add up here. Statistical analyses-multivariate analysis scheme The writers adjusted for the undermentioned variables ( addition in age, sex, topographic point of abode, maximal walking distance, usage of walking assistance, cognitive damage, recalled falls in past twelvemonth, hurt sustained in falling, hospital admittances ) with regard to unable to acquire up without aid after?1 autumn on one manus and lying on floor for at least 1 hr after?1 autumn on the other manus by utilizing arrested development theoretical account in a individual block format to command for possible confounders between them. However, they failed to demo us the adjusted odds ratios with their 95 % assurance intervals which makes it to belie the rubric of the tabular array ( factors associated with inability to acquire up and lying on the floor for a long clip after autumn, with unadjusted and adjusted odds ratios ( 95 % assurance interval ) ) . Furthermore, it is non really clear whether the writers used an a priori hypothesis or non since merely the adjusted odds ratios were calculated in the survey. Consequences from the tabular array It was noted that unable to acquire up without aid after ?1 autumn has strong association with can non mount stepss or & A ; lt ; 1 flight/day OR 16.6 ( 95 % CI 3.1 to 87.7 ) and autumn related infirmary admittance OR 21.1 ( 95 % CI 1.9 to 230.5 ) except for the broad assurance interval. Furthermore, lying on floor for at least 1 hr after ?1 autumn has strong association with terrible cognitive damage OR 8.1 ( 95 % CI 2.1 to 31.0 ) , serious hurt OR 4.2 ( 95 % CI 1.2 to 14.8 ) , serious OR 7.4 ( 1.3 to 41.1 ) and autumn related infirmary admittance OR 4.0 ( 95 % CI 1.3 to 12.3 ) . This implies that though the odds ratios are statistically important, the hazards estimations are weak and non precise. Furthermore, the absence of p-value in the analysis made this consequence non to be really dependable although the reading was done right from the available statistics. Discussion The writers summarized their survey reasonably good by stating us which factors have associations with the results of involvement but p-values were non stated to confirm the significance of the associations. There is handiness of call dismay systems for most of the participants but were frequently non used by them when they should hold. They failed to compare the consequences of the survey with those from old surveies except that they mentioned what is already known on the subject and what this survey adds to what is already known. Overall, the survey is relevant and addressed most of the inquiries raised by the methods and consequences. The value of this paper to a local authorization responsible for planning services for the aged in United Kingdom Though the consequences of this survey may non be really dependable due to absence of p-value to buttress the significance of the associations between the explanatory variables and the result variables, it has got some information that may be of practical usage to a United Kingdom ( UK ) local authorization responsible for be aftering services to the aged. First, happening of association between cognitive damage and lying on the floor for a long clip suggests the demand for the development of automatic autumn sensors that do non necessitate the wearer triping them and this could cut down the extent of clip spent on the floor and its effects. Besides, reported restrictions with mobility were strongly associated with being unable to acquire up after falling and this suggests that those at hazard can be readily identified for preventive enterprise like preparation in how to acquire up which UK local authorization can direct policy toward. Furthermore, findings of widely handiness of alarm systems but with rare use by the participants due to some moral issues put frontward the demand for attitudinal alteration instruction of them which could be designed by the planning authorization. Interventions to forestall autumn in the aged in UK. Background Falls amongst elderly remain a major public wellness job in the UK. They are a chief cause of unfitness and are the taking cause of decease ensuing from hurt in the aged people in UK. ( 1 ) In add-on, over 400,000 aged people attend accident and exigency unit following accidents in England and about 14,000 people die yearly as a effect of osteoporotic hip break. ( 2 ) There is hence blazing grounds that falls have impact on wellness, quality of life and wellness attention costs. Furthermore, aged people have higher hazard of inadvertent hurts that result in hospitalization or mortality than any other age group. ( 3 ) The chief issue of concern is non merely the high incidence of falls in aged people since kids and jocks have high incidence of falls but alternatively, the combination of high incidence and a high susceptibleness to hurt. ( 4 ) Furthermore, there were about 647,721 accident and exigency attendings and 204,424 admittances to hospital for autumn related hurts in UK population of aged ?60 old ages in 1999. ( 1 ) The cost deduction of these falls to National Health Service and Personal Service Society was & A ; lb ; 908.9 million and 63 % of these costs were spent on falls in aged?75 old ages. ( 1 ) This reappraisal will therefore discuss grounds to two effectual intercessions that have been proved to cut down the hazard of falling and autumn in aged people. The outstanding grounds for the effectivity of intercessions to forestall falls in the aged should come Forth from big and good conducted randomised controlled tests, or from the meta-analysis of little trials. ( 5 ) Systematic reappraisals of some surveies that have been carried out in the yesteryear revealed that some intercessions are effectual while others are non. The extent and magnitude of their effectivity besides vary from one another. Some have besides been found to be effectual merely if used in combination with other types. In add-on, the continuance of effectivity of some are short while some have complications attributed to them. In most of the surveies reviewed, multifactorial hazard appraisal and direction was found to be effectual. Multifactorial hazard appraisal and direction can be described as a focussed station autumn appraisal programme or systematic hazard factor testing amongst persons at hazard of autumn tied to recommendations of intercessions and follow up for hazards undetected. ( 6 ) These appraisal and direction are performed by wellness attention professionals with equal accomplishments and experience on aged people who present for medical attending because of autumn, or study recurrent falls late or show abnormalcies of pace and balance. ( 6 ) The appraisals include the followerss ; History taking for autumn designation Gait, balance, mobility and musculus failing appraisal Osteoporosis hazard appraisal Appraisal of cognitive damage and neurological scrutiny Home jeopardies appraisal Fear associating to falling and perceived functional ability appraisal Examination of cardiovascular system and medicine reappraisal Any of the above one time detected is managed medically or surgically as deemed tantrum to forestall falls. Another intercession that was found to be effectual in most of the surveies reviewed is exercise programmes. Exercise is any bodily activity that enhances or maintains physical fittingness and overall wellness. ( 7 ) The constituents of exercising programme that have been proved to be effectual for aged people include balance exercising, flexibleness, endurance and strength exercising ( musculus beef uping ) . ( 8 ) The exercising should nevertheless be separately prescribed and monitored by an adequately trained professional. ( 5 ) It has been said that programmes which contain two or more of these constituents cut down falls and figure of people falling enormously. ( 8 ) Evidences to back up their effectivity from the surveies every bit good as the consequences Searchs were undertaken in the Cochrane library for secondary grounds on intercession for bar of autumn in aged. Most recent reappraisals on the subject gettable within the clip frame of this study were selected for assessment. One recent Cochrane reappraisal specifically addressed effects of intercessions to cut down the incidence of falls in older people populating in the community. ( 9 ) This reappraisal included 111 tests carried out in 15 states. Based on these surveies the followers were reported: Multifactorial hazard appraisal and direction Decrease in rate of falls ( rate ratio=RaR 0.75, 95 % ( assurance interval=CI 0.65 to 0.86 ) but non in hazard of autumn decrease ( comparative risk=RR ) . ( 9 ) RR 0.82, 95 % CI 0.72 to 0.94 and monthly RaR 0.63, 95 % CI 0.49 to 0.83. ( 10 ) RR 0.78, 95 % CI 0.64 to 0.96. ( 11 ) Adjusted comparative hazard ( ARR ) 0.82, 95 % CI 0.72 to 0.94. ( 12 ) RR 0.84, 95 % CI 0.73 to 0.97 for hazard of falling and pooled incident ratio of 0.65, 95 % CI 0.49 to 0.85. ( 13 ) Exercise programmes Multiple-component group exercising caused decrease in rate of falls and hazard of falling ( RaR 0.75 95 % CI 0.71 to 0.86 ; RR 0.83, 95 % CI 0.72 to 0.97 ) , Tai qi is a signifier of exercising practised by the Chinese ( RaR 0.63, 95 % CI 0.52 to 0.78 ; RR 0.65, 95 % CI 0.51 to 0.82 ) , and separately prescribed multiple-component place base exercising ( RaR 0.66, 95 % CI 0.53 to 0.82 ; RR 0.77, 95 % CI 0.61 to 0.97 ) . ( 9 ) RR 0.86,95 % CI 0.75 to 0.99 ; but non for rate with RaR 0.86,95 % CI 0.73 to 1.01. ( 10 ) RR 0.82,95 % CI 0.70 to 0.97. ( 14 ) ARR 0.86, 95 % CI 0.75 to 0.99. ( 12 ) All the consequences quoted above caused decrease in either hazard of falling ( RR & A ; lt ; 1 ) or rate of falling ( RaR & A ; lt ; 1 ) . In add-on, the assurance intervals are non broad doing the consequences to be dependable. However, exercise if non monitored by a professional or adequately prescribed can be harmful. The intercessions discussed above are likely traveling to be helpful in the oldest aged ( those 90 old ages and above ) due to the fact that all the surveies reviewed were fundamentally done on elderly 65 and over and none placed upper bound to the age scope. In add-on, multifactorial hazard appraisal and direction and exercising programmes reduced the hazards and rate of falling as evidenced by decrease in the RaRs and RRs of the surveies reviewed and should hence be included in falls bar programmes. The lone state of affairs where they may non work is if there is associated dementedness. Other intercessions like taking vitamin D addendums, environmental alterations in places, instruction programmes, and medicines optimizations have non yet been shown to be effectual.

Print Advertisement for Product Assignment Example | Topics and Well Written Essays - 750 words

Print Advertisement for Product - Assignment Example The advertisement of the product by the company has been effective in influencing the customers informing them about the various quality features and natural ingredients used in its production. In this respect, the company with its quality ingredients and other essential characteristics is effective in attracting customers and changing their preferences from national to local branded products. Contextually, informing the customers about the quality and natural features of the product was able to evoke their preferences for natural ingredients and their health concern too. Focused on the concept of an informative advertisement, it also promoted regarding the user convenience feature, which also attracted quite a considerable number of customers (Batada, Seitz, Wootan & Story, 2008).  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  3. Consumer group that the ad excludesIrrespective of the widened attempt of the ad, customers of certain age group can be observed to have been excluded from its group of targeted audiences. In this regard, the ‘Impulsive group of customers’ can be identified as the group excluded from the dais of the ad’s targeted audiences. This is because of the fact that these set of customers are unplanned buyers and prefer discount as variable to choose between products that is not being offered by the brand owing to which, the ad apparently misses on this aspect. Moreover, the ad does not show any time limit in buying the product, to lure this particular group of audiences, and thus, the ad can be said to exclude the unplanned. buyers from its ad campaign (Karbasivar & Yarahmadi, 2011). 4. Evaluation of the advertisement and its relationship with cultural value

Sexual Abuse (Police Foundations Course) Essay Example | Topics and Well Written Essays - 500 words

Sexual Abuse (Police Foundations Course) - Essay Example Moreover, the taboos surrounding the sex act affect the investigation of offenses related to it. The victim is often blamed and treated insensitively with callous disregard for the outcome. Given the situation, it is imperative that the investigation be conducted with painstaking attention to detail, because failure to do so will allow the offenders to escape the justice they so richly deserve. The crime scene investigation is crucial as it is the foundation on which the case against the offender will be built. The crime scene must be secured and photographs should be taken before following the prescribed protocol for such situations. The next step is the collection of forensic evidence "which might provide a clue to the identity of the killer" (Geberth 440) . Such evidence may often be the only way to trace, implicate and convict the guilty party. Physical evidence from the scene such as fingerprints, stray hairs, fibers, used condoms, gloves, urine, feces, blood, and the like must be carefully gathered and preserved as they are the means by which the offender may be linked to the scene of the crime and the victim. The collection of these materials must be documented and photographed in order to avoid damage from exposure to the weather or careless handling. The next step is the thorough medical examination of the victim.

Company critical analysis Research Paper Example | Topics and Well Written Essays - 750 words

Company critical analysis - Research Paper Example Before devising strategies it is also important to evaluate organizational capabilities after which resources are integrated to enhance these capabilities. Strategic Management: Southwest Airlines The airline industry is one chocked by intense competition and need for constant changes in strategy to outdo competitors. However, the advantage lies in the fact that it is a growing industry as a result of growth in globalization and tourism expands. This notwithstanding each airline is struggling to capture as big market share as possible. The most competitive regions are Europe and North America with numerous airlines serving relatively small geographical areas. The United States airline industry has almost 100 carriers in both regional and major categories’ categories. The current airline industry is defined by a number of issues among them high oil prices, mergers, safety, flight delays and bankruptcies among others. It is therefore harder in the 21st century to run a sustainab le airline than it was in late 20th century (Belobaba, Odoni & Barnhart, 2009). In analyzing strategic management in this industry of choice Southwest Airlines will act as an example. ... An example of these is engagement in corporate social responsibility. Southwest begins this by ensuring that it has offered quarterly dividends to shareholders. It is important to note that it is the only airline to have a record of 33 consecutive years of profitability (Southwest, 2011). The airline offers one of the best working environments as well as salaries. It has the best customer service record as well. The airline has lured its customers into a charitable cause whereby Southwest donates a dollar each time a customer checks in for flights through Facebook. Industrial analysis in respect to Southwest brings into focus the Porter’s 5 Forces. Suppliers have a high bargaining power owing to the fact that Southwest uses only Boeing aircrafts. It is expensive to switch to another manufacturer i.e. Airbus since pilots and engineers will have to be retrained. Fuel costs keep fluctuating leading to high uncertainty and possible losses. Fast trains and boats are acting as subst itutes even over long distances (Grant, 2009). Video conferencing is also curtailing expansion in business travel. Bargaining power of buyers is moderate although airline customers are known to have low loyalty. There is a risk of new entrants especially from foreign carriers but it is unlikely that they will beat the low-cost low-fares strategy. Industrial rivalry is intense with delta, JetBlue, Northwest and others trying to adjust their strategies e.g. lowering ticket prices to align themselves to low-fares strategy. The key success factors of this airline include its market share, price competitiveness, brand awareness, customer service and financial position as indicated in the table below. Fig. 1 Critical Success Factors (Belobaba, Odoni & Barnhart, 2009) Southwest boasts of