Strategic Choices for Coca Cola Company Research Paper

Strategic Choices for Coca Cola Company - Research Paper Example On the other hand, weaknesses of the company are negative publicity; health issues attached with the brand, some brands of the company are less popular, poor performance in North America and decline in cash from operating activities. Examination of the external environment demonstrates opportunities and treats of the company. Uncovered market, growing bottled water market, buy out competition and acquisition of the intense competition can be proves opportunities for the company. On the contrary, increasing health consciousness, increased competition from local and international players, legal issues, health ministries of various developing countries are imposing threats on the company (The Coca-Cola Company, 2011). In order to avail the maximum benefits of the strengths and opportunities, the company is advice to handle the threats and weaknesses very carefully. In this context, creation of competitive advantage is recommendable. When a firm has an edge over its competitors then it is said to have a competitive advantage. According Michael Porter, there are two types of competitive advantage viz cost advantage and differentiation strategy. Coca-cola achieved its competitive advantage by delivering same benefits as competitors but on lower cost i.e. cost leadership. However, both local and international competitors pull down its rates to the level of Coca-cola which ended its cost leadership. Then it came up with benefits that exceed those of competitors which are called differentiation strategy. This strategy worked in favor of the company as it positioned the company with distinctive taste in the market. It also added some snacks to its product line which again made its look different (Thinki ng made easy, 2009). The strategic choice of the company is based on the resource based view concept. This concept focuses on creation of competitive advantage by utilizing firm’s resources

The effect of calcium in reducing risk to melanoma Research Paper

The effect of calcium in reducing risk to melanoma - Research Paper Example Melanoma has three distinct categories namely cutaneous, mucosal and ocular melanoma (Dorce, 2013). Cutaneous melanoma is the most prominent and occurs on the skin precisely in the cells of the pigment. Mucosal melanoma is common in the vagina, throat, anus and canals of passages (Braeuer et al., 2014). A rare form of melanoma is the Ocular Melanoma that appears mostly around the eyes. Melanoma is treatable at an early stage but if the cancer goes unnoticed, it advances to other body parts where it becomes fatal and extremely hard to treat. Barnhill argued that some of the signs of melanoma include the development of moles on the skin (2004). Bleeding spots on the body and un-healing sores may be indications of melanoma. In women, melanoma is mostly on the legs whereas in men it’s common on the upper back. Women have turned to meals with low-calories with the aim being to get slim. As a result, calcium appears to be deficient in women thus increasing chances of melanoma. Individuals with skin that is extremely sensitive to ultraviolet radiation are at higher risks of melanoma. In addition, excessive sunburns resulting from increased exposure to the sun at a tender age may cause melanoma later on because of damaged cells that are prone to cancer. Some rare cases of cancer history in a family exist where children acquire melanoma genetically from parents (Sucio, 2014). In previous periods, surgery coupled with chemotherapy was the best options of dealing with melanoma. Doctors have recently adopted the combinations of calcium and vitamin D supplements to treat the skin cancer. Calcium has proven to be detrimental in eliminating the risk associated with a number of cancer ailments. For instance, the consumption of calcium destroys polyps that would have elevated bowel cancer. The case of melanoma is no different, as calcium and Vitamin D have made remarkable changes

Overview and analysis of Leadership theories

Overview and analysis of Leadership theories Men make history and not the other way around. In periods where there is no leadership, society stands still. Progress occurs when courageous, skillful leaders seize the opportunity to change things for the better Harry S. Truman. Leadership has been defined in several ways. In its simplest form, leadership has been described by Susan Ward as the art of motivating a group of people to act towards achieving a common goal. Leadership, however, is a very complex subject, and encompasses such wide ranging disciplines like human psychology, man management, management of resources, communication skills, technical knowledge etc. A leader, therefore, is a person who has these skills and knows how to use them to motivate, guide and inspire the team to achieve his vision. For centuries, leadership has traditionally been associated with the military. In recent times, however, the importance of business leadership has become more and more evident. As a consequence of this paradigm shift, the old theories of leadership have given way to new ones, more aligned towards the business environment. Overview of Leadership Theories The concept of leadership has witnessed a gradual change from individual leadership to organisational leadership. A study of the evolution of leadership theories through the ages clearly highlights this point. The earliest studies on leadership were based largely on existing leaders, giving rise to the theory that leaders were born, not made. The dominance of the male gender, particularly in military leadership, gave rise to the Great Man theory, which suggested that born leaders would arise when the situation called for them. It is quite evident that in the modern sociological environment, this theory can be considered to be irrelevant. An offshoot of the Great Man theory was the Trait theory, which suggested that some people had certain inborn traits that qualified them to be good leaders. This theory suffers from similar drawbacks as the Great Man theory. Moreover, both these theories are applicable to individual, rather than organisational leadership. A quantum jump from the earlier theories came with the concept of the Behavioural theory of leadership. With this, the focus shifted to learning, rather than inheriting the art of leadership. The Participative Leadership theory evolved on the premise that better decisions could be made if the process involved several people instead of one person alone. On the other hand, according to the Situational Leadership theory, the leadership style would depend on situational factors. In the study of leadership in the context of modern business, the two most popular theories that have emerged are the Transactional theory and the Transformational theory. The transactional leaders work through a process of clear structures, and a system of rewards and punishments forms an integral part of the process. The Transformational theory is based on the leaders vision and his ability to get his subordinates to follow that vision by personally inspiring them and transforming them by enlarging their vision, motivating and providing intellectual development. Literature Review Studies on leadership have been carried out since time immemorial. In circa 500 BC, Sun Tzu described the five traits of a successful leader (Gagliardi, 1999). It is believed that his thoughts on leadership closely approximate the Situational Leadership theory of modern times. In 16th century AD, Niccolo Machiavelli put forth theories on how a prince should acquire and maintain his state. Other strategists of their times such as Lao Tzu and Confucius of China and Chanakya of India also taught leadership principles some of which are still relevant today. Since the turn of the twentieth century, when the action shifted from the battlefield to the boardroom, new leadership theories have been presented, existing ones have been revised, reviewed and reframed, and new leadership gurus have become household names. The Trait Theory. The Trait theory has been in existence since the early 20th Century. Various studies carried out by different researchers (Stogdill, 1948, 1974; Mann, 1959; Lord, DeVader and Allinger, 1986; Locke and Kirkpatrick, 1991) are in agreement that specific traits exist that distinguish leaders from non-leaders, but differences exist in the traits identified by them. However, it is evident that mere possession of these traits does not make a leader as a combination of personality and situation would determine the leadership qualities at any point of time. Moreover, the identifications of traits is a subjective issue, and their validity would remain debatable. The Behavioural or Style Approach. In the early 1950s, the focus of leadership theories shifted from traits to behaviours as many scholars felt that leader behaviour was more important than mental, physical or emotional traits. Two studies carried out by Ohio State University and the University of Michigan in the late 1940s and 1950s set out to validate this theory. Using a questionnaire on a sample population, the Ohio study concluded that there were two distinct aspects of leadership: initiating structure or task oriented behaviour; and consideration, or showing concern for subordinates. The Michigan study concluded that leadership behaviour could be either employee oriented, or production oriented. Both these studies indicate that there are certain universally applicable leadership behaviours, but there is no proper empirical evidence to support these. Moreover, these studies have not taken the effects of variable situations into consideration. Situational Leadership Theory. Based on Reddins 3-D Management Style theory and developed by Blanchard and Hersey (1969), this is one of the most widely used theories that has found widespread use in training and employee development and works on the premise that the situation will dictate the type of leadership. Depending upon the situation, the leadership style could either be directive or supportive. The leader will have to modify his style along with the variance in employee morale and skills. The figure below represents the correlation between the leadership style and the situation: The Situational leadership model places the onus of employee development on the leader. Because of its simplicity and ease of implementation, this is in wide use for training of leaders. It needs to be borne in mind that as the development of subordinates progresses, the leader himself also needs to develop and to adapt to the changing situation. Transformational Leadership. The term transformational leadership was first used by Downton (1973) but the concept was brought into prominence by James MacGregor Burns (1978). According to this theory, transformational leaders provide inspiration and motivate their subordinates to work towards a common objective. Burns divided leaders into two categories: the Transactional leaders who work on a system of rewards and punishments for the work done; and the Transformational leaders who make a connection with the followers to work towards the common goal. This theory was further developed by Bernard Bass (1985), who put forth the view that transformational leaders make their followers aware of the importance of the task and of their own needs for personal growth, while at the same time motivating them to place the organisational interests before their own. Further research has been carried out by Bass Avolio, 1990; Kunhert, 1994; and Avolio, 1999. Studies have demonstrated that transactional leaders had generally performed up to the expected standards, while transformational leaders have exceeded expectations (http://www.abolrous.com/hazem/leadershiptheories.pdf). Transformational leadership has been widely accepted by many organisations, but although they make an important contribution to the literature, but they should not be heralded as a revolutionary approach that makes all the earlier theories obsolete. (Yukl, 1999). Contemporary studies of various leaders and organisations indicate that for the successful implementation of organisational goals, there is a requirement of a mix of transformational leadership (at the top management level) and transactional leadership (at the implementation level). Notable amongst the research on this theory are the ones carried out by Bennis Nanus (1985) and Trichy DeVanna (1986, 1990), using similar methodologies of interviewing a large number of CEOs. Bennis Nanus came to the conclusion that the traits of transformational leaders can be described by four Is: Idealized Influence (leader becomes a role model) Inspirational Motivation (team spirit, motivate, and provide meaning and challenge). Intellectual Stimulation (creativity innovation) Individual Consideration (mentoring) Trichy DeVanna found that leaders bring about change by way of a three step process: Recognise the fact that there is a need for change Create a vision and design a plan based on this vision Institutionalize the change . http://sbinfocanada.about.com/od/leadership/g/leadership.htm Ward, Susan: Leadership http://changingminds.org/disciplines/leadership/theories/leadership_theories.htm Leadership Theories Bass, B. M. (1990). From transactional to transformational leadership: Learning to share the vision. Organizational Dynamics, (Winter): 19-31. Gagliardi, G., (2001) Sun Tzus art of war plus its amazing secrets: The keys to strategy. Clearbridge publishing. Seattle, WA. http://www.1000ventures.com/business_guide/crosscuttings/leadership_situational.html Situational Leadership Leadership Theory and Practice, Peter G. Northouse, Third Edition Management of Organizational Behavior, Paul Hersey, Seventh Edition http://www.abolrous.com/hazem/leadershiptheories.pdf Leadership Summary European Journal of Work and Organizational Psychology, 1999, 8 (1), 33-48: An Evaluative Essay on Current Conceptions of Effective Leadership, Gary Yukl http://business.nmsu.edu/~dboje/teaching/338/transformational_leadership.htm Transformational Leadership: David M. Boje (2000) http://psychology.about.com/od/leadership/a/transformational.htm Transformational  Leadership: Kendra Cherry

Use of the Sun and the Moon in Rime of the Ancient Mariner Essay

Both Sun and Moon play significant roles in this old poem, in a symbolic and supernatural way, in order to reinforce the mood that Samuel Taylor Coleridge has attempted to create in his use of old legends and superstitions. The role that the sun and moon play in this tale of cursed sailors is an old one, retold over and over the years that Coleridge adapted for his own.   Ã‚  Ã‚  Ã‚  Ã‚  Although mentioned several times before, the Sun makes its first significant appearance in the seventh stanza of the second part. Before then, one will find both Sun and Moon mentioned many times purely for the reader’s enrichment. The repeated mention leads the reader to believe that it will soon become important by foreshadowing without making it of any greater appearance than mentioning it to describe the scenery in the aforementioned place in the poem. Here Coleridge describes the Sun as â€Å"The bloody Sun, at noon†. This use of capitalizing such a common word as Sun only goes further to tell the reader to keep an eye out for something not quite right there. For those unfamiliar with old sailors’ traditions, they may either skip right over this passage, or read too much into it as a sign of impending doom. An old phrase arises from the history books to describe this perfectly that reads, â€Å"Red sky at night, sailor’s delight, Red sjy at morning, sailor take warning.† When one takes a closer look at this, they might see that it describes storm patterns, but when one realises that t...

Shared memory MIMD architecture

Introduction to MIMD Architectures:Multiple direction watercourse, multiple informations watercourse ( MIMD ) machines have a figure of processors that function asynchronously and independently. At any clip, different processors may be put to deathing different instructions on different pieces of informations. MIMD architectures may be used in a figure of application countries such as computer-aided design/computer-aided fabrication, simulation, mold, and as communicating switches. MIMD machines can be of either shared memory or distributed memory classs. These categorizations are based on how MIMD processors entree memory. Shared memory machines may be of the bus-based, drawn-out, or hierarchal type. Distributed memory machines may hold hypercube or mesh interconnectedness strategies.MIMDA type of multiprocessor architecture in which several direction rhythms may be active at any given clip, each independently taking instructions and operands into multiple treating units and runing on them in a coincident manner. Acronym for multiple-instruction-stream.multiple-data-stream.Bottom of Form( Multiple Instruction watercourse Multiple Data watercourse ) A computing machine that can treat two or more independent sets of instructions at the same time on two or more sets of informations. Computers with multiple CPUs or individual CPUs with double nucleuss are illustrations of MIMD architecture. Hyperthreading besides consequences in a certain grade of MIMD public presentation every bit good. Contrast with SIMD. In calculating, MIMD ( Multiple Instruction watercourse, Multiple Data watercourse ) is a technique employed to accomplish correspondence. Machines utilizing MIMD have a figure of processors that function asynchronously and independently. At any clip, different processors may be put to deathing different instructions on different pieces of informations. MIMD architectures may be used in a figure of application countries such as computer-aided design/computer-aided fabrication, simulation, mold, and as communicating switches. MIMD machines can be of either shared memory or distributed memory classs. These categorizations are based on how MIMD processors entree memory. Shared memory machines may be of the bus-based, drawn-out, or hierarchal type. Distributed memory machines may hold hypercube or mesh interconnectedness strategies.Multiple Instruction – Multiple DataMIMD architectures have multiple processors that each execute an independent watercourse ( sequence ) of machine in structions. The processors execute these instructions by utilizing any accessible informations instead than being forced to run upon a individual, shared informations watercourse. Hence, at any given clip, an MIMD system can be utilizing as many different direction watercourses and informations watercourses as there are processors. Although package processes put to deathing on MIMD architectures can be synchronized by go throughing informations among processors through an interconnectedness web, or by holding processors examine informations in a shared memory, the processors ‘ independent executing makes MIMD architectures asynchronous machines.Shared Memory: Bus-basedMIMD machines with shared memory have processors which portion a common, cardinal memory. In the simplest signifier, all processors are attached to a coach which connects them to memory. This apparatus is called bus-based shared memory. Bus-based machines may hold another coach that enables them to pass on straight with one another. This extra coach is used for synchronism among the processors. When utilizing bus-based shared memory MIMD machines, merely a little figure of processors can be supported. There is contention among the processors for entree to shared memory, so these machines are limited for this ground. These machines may be inc rementally expanded up to the point where there is excessively much contention on the coach.Shared Memory: ExtendedMIMD machines with extended shared memory effort to avoid or cut down the contention among processors for shared memory by subdividing the memory into a figure of independent memory units. These memory units are connected to the processsors by an interconnectedness web. The memory units are treated as a incorporate cardinal memory. One type of interconnectedness web for this type of architecture is a crossbar shift web. In this strategy, N processors are linked to M memory units which requires N times M switches. This is non an economically executable apparatus for linking a big figure of processors.Shared Memory: HierarchicalMIMD machines with hierarchal shared memory usage a hierarchy of coachs to give processors entree to each other ‘s memory. Processors on different boards may pass on through inter nodal coachs. Buss support communicating between boards. We us e this type of architecture, the machine may back up over a 1000 processors. In calculating, shared memory is memory that may be at the same time accessed by multiple plans with an purpose to supply communicating among them or avoid excess transcripts. Depending on context, plans may run on a individual processor or on multiple separate processors. Using memory for communicating inside a individual plan, for illustration among its multiple togss, is by and large non referred to as shared memoryIN HARDWAREIn computing machine hardware, shared memory refers to a ( typically ) big block of random entree memory that can be accessed by several different cardinal treating units ( CPUs ) in a multiple-processor computing machine system. A shared memory system is comparatively easy to plan since all processors portion a individual position of informations and the communicating between processors can be every bit fast as memory entrees to a same location. The issue with shared memory systems is that many CPUs need fast entree to memory and will probably hoard memory, which has two complications:CPU-to-memory connexion becomes a constriction. Shared memory computing machines can non scale really good. Most of them have ten or fewer processors.Cache coherency: Whenever one cache is updated with information that may be used by other processors, the alteration needs to be reflected to the other processors, otherwise the different processors will be working with incoherent informations ( see cache coherency and memory coherency ) . Such coherency protocols can, when they work good, supply highly high-performance entree to shared information between multiple processors. On the other manus they can sometimes go overladen and go a constriction to public presentation.The options to shared memory are distributed memory and distributed shared memory, each holding a similar set of issues. See besides Non-Uniform Memory Access.IN SOFTWARE:In compu ting machine package, shared memory is eitherA method of inter-process communicating ( IPC ) , i.e. a manner of interchanging informations between plans running at the same clip. One procedure will make an country in RAM which other procedures can entree, orA method of conserving memory infinite by directing entrees to what would normally be transcripts of a piece of informations to a individual case alternatively, by utilizing practical memory functions or with expressed support of the plan in inquiry. This is most frequently used for shared libraries and for Execute in Place.Shared Memory MIMD Architectures:The distinguishing characteristic of shared memory systems is that no affair how many memory blocks are used in them and how these memory blocks are connected to the processors and address infinites of these memory blocks are unified into a planetary reference infinite which is wholly seeable to all processors of the shared memory system. Publishing a certain memory reference b y any processor will entree the same memory block location. However, harmonizing to the physical organisation of the logically shared memory, two chief types of shared memory system could be distinguished: Physically shared memory systems Virtual ( or distributed ) shared memory systems In physically shared memory systems all memory blocks can be accessed uniformly by all processors. In distributed shared memory systems the memory blocks are physically distributed among the processors as local memory units. The three chief design issues in increasing the scalability of shared memory systems are:Organization of memoryDesign of interconnectedness websDesign of cache coherent protocolsCache Coherence:Cache memories are introduced into computing machines in order to convey informations closer to the processor and hence to cut down memory latency. Caches widely accepted and employed in uniprocessor systems. However, in multiprocessor machines where several processors require a transcript of the same memory block. The care of consistence among these transcripts raises the alleged cache coherency job which has three causes:Sharing of writable informationsProcedure migrationI/O activityFrom the point of position of cache coherency, informations constructions can be divided into three categories:Read-only informations constructions which ne'er cause any cache coherency job. They can be replicated and placed in any figure of cache memory blocks without any job.Shared writable informations constructions are the chief beginning of cache coherency jobs.Private writable informations constructions pose cache coherency jobs merely in the instance of procedure migration.There are several techniques to keep cache coherency for the critical instance, that is, shared writable informations constructions. The applied methods can be divided into two categories:hardware-based protocolssoftware-based protocolsSoftware-based strategies normally introduce some limitations on the cachability of informations in orde r to forestall cache coherency jobs.Hardware-based Protocols:Hardware-based protocols provide general solutions to the jobs of cache coherency without any limitations on the cachability of informations. The monetary value of this attack is that shared memory systems must be extended with sophisticated hardware mechanisms to back up cache coherency. Hardware-based protocols can be classified harmonizing to their memory update policy, cache coherency policy, and interconnectedness strategy. Two types of memory update policy are applied in multiprocessors: write-through and write-back. Cache coherency policy is divided into write-update policy and write-invalidate policy. Hardware-based protocols can be farther classified into three basic categories depending on the nature of the interconnectedness web applied in the shared memory system. If the web expeditiously supports broadcast medium, the alleged Snoopy cache protocol can be well exploited. This strategy is typically used in individual bus-based shared memory systems where consistence commands ( invalidate or update bids ) are broadcast via the coach and each cache ‘snoops ‘ on the coach for incoming consistence bids. Large interconnectedness webs like multistage webs can non back up airing expeditiously and hence a mechanism is needed that can straight frontward consistence bids to those caches that contain a transcript of the updated information construction. For this intent a directory must be maintained for each block of the shared memory to administrate the existent location of blocks in the possible caches. This attack is called the directory strategy. The 3rd attack attempts to avoid the application of the dearly-won directory strategy but still supply high scalability. It proposes multiple-bus webs with the application of hierarchal cache coherency protocols that are generalized or extended versions of the individual bus-based Snoopy cache protocol. In depicting a cache coherency protocol the undermentioned definitions must be given:Definition of possible provinces of blocks in caches, memories and directories.Definition of bids to be performed at assorted read/write hit/miss actions.Definition of province passages in caches, memories and directories harmonizing to the bids.Definition of transmittal paths of bids among processors, caches, memories and directories.Software-based Protocols:Although hardware-based protocols offer the fastest mechanism for keeping cache consistence, they introduce a important excess hardware complexness, peculiarly in scalable multiprocessors. Software-based attacks represent a good and competitory via media since they require about negligible hardware support and they can take to the same little figure of annulment girls as the hardware-based protocols. All the software-based protocols rely on compiler aid. The compiler analyses the plan and classifies the variables into four categories:Read-onlyRead-only for any figure of procedures and read-write for one procedureRead-write for one procedureRead-write for any figure of procedures.Read-only variables can be cached without limitations. Type 2 variables can be cached merely for the processor where the read-write procedure tallies. Since merely one procedure uses type 3 variables it is sufficient to hoard them merely for that procedure. Type 4 variables must non be cached in software-based strategies. Variables demonstrate different behaviour in different plan subdivisions and hence the plan is normally divided into subdivisions by the compiler and the variables are categorized independently in each subdivision. More than that, the compiler generates instructions that control the cache or entree the cache explicitly based on the categorization of variables and codification cleavage. Typically, at the terminal of each plan subdivision the caches must be invalidated to guarantee that the variables are in a consistent province before get downing a new subdivision. shared memory systems can be divided into four chief categories:Uniform Memory Access ( UMA ) Machines:Contemporary unvarying memory entree machines are small-size individual coach multiprocessors. Large UMA machines with 100s of processors and a shift web were typical in the early design of scalable shared memory systems. Celebrated representatives of that category of multiprocessors are the Denelcor HEP and the NYU Ultracomputer. They introduced many advanced characteristics in their design, some of which even today represent a important milepost in parallel computing machine architectures. However, these early systems do non incorporate either cache memory or local chief memory which turned out to be necessary to accomplish high public presentation in scalable shared memory systemsNon-Uniform Memory Access ( NUMA ) Machines:Non-uniform memory entree ( NUMA ) machines were designed to avoid the memory entree constriction of UMA machines. The logically shared memory is physically di stributed among the treating nodes of NUMA machines, taking to distributed shared memory architectures. On one manus these parallel computing machines became extremely scalable, but on the other manus they are really sensitive to data allotment in local memories. Accessing a local memory section of a node is much faster than accessing a distant memory section. Not by opportunity, the construction and design of these machines resemble in many ways that of distributed memory multicomputers. The chief difference is in the organisation of the address infinite. In multiprocessors, a planetary reference infinite is applied that is uniformly seeable from each processor ; that is, all processors can transparently entree all memory locations. In multicomputers, the reference infinite is replicated in the local memories of the processing elements. This difference in the address infinite of the memory is besides reflected at the package degree: distributed memory multicomputers are programmed on the footing of the message-passing paradigm, while NUMA machines are programmed on the footing of the planetary reference infinite ( shared memory ) rule. The job of cache coherence does non look in distributed memory multicomputers since the message-passing paradigm explicitly handles different transcripts of the same information construction in the signifier of independent messages. In the shard memory paradigm, multiple entrees to the same planetary information construction are possible and can be accelerated if local transcripts of the planetary information construction are maintained in local caches. However, the hardware-supported cache consistence strategies are non introduced into the NUMA machines. These systems can hoard read-only codification and informations, every bit good as local informations, but non shared modifiable informations. This is the separating characteristic between NUMA and CC-NUMA multiprocessors. Consequently, NUMA machines are nearer to multicomputers than to other shared memory multiprocessors, while CC-NUMA machines look like existent shared memory systems. In NUMA machines, like in multicomputers, the chief design issues are the organisation of processor nodes, the interconnectedness web, and the possible techniques to cut down distant memory entrees. Two illustrations of NUMA machines are the Hector and the Cray T3D multiprocessor.www.wikipedia.comhypertext transfer protocol: //www.developers.net/tsearch? searchkeys=MIMD+architecturehypertext transfer protocol: //carbon.cudenver.edu/~galaghba/mimd.htmlhypertext transfer protocol: //www.docstoc.com/docs/2685241/Computer-Architecture-Introduction-to-MIMD-architectures

Man without a Memory – Clive Wearing

During the learning process information is encoded, then stored and retrieved once needed. The sensory organs receive information from the environment and are stored for a very short period within the sensory cells, by giving attention to this information it is sent into the working memory/short term memory. Information in short-term memory can be held there indefinitely as long as it is rehearsed, and the typical cause for its loss is that it is displacement by the presence of other, new information that has been attended to.Once received in the working memory/short term memory the information is encoded in our long-term memory by rehearsal or constant repetition of the information. When we need this stored information for future purposes, it is retrieve by recall or recognition. Clive Wearing, the man with no memory, has an unusual case of memory loss in which he is unable to form lasting new memories. Clive Wearing contracting the herpes viral encephalitis that affected his nervou s system and resulted in him has retrograde and ante-retrograde amnesia.Ante-retrograde amnesia means he is unable to form memory of events that have taken place after his illness; he also suffers from retrograde amnesia, which refers to him being unable to remember places, things and events before his illness means he is unable to store memory. The hippocampus and sections of his frontal and temporal lobe are damaged due to the infection. The hippocampus which transfers short-term memory to long term memory is damaged due to the viral infection that affected his nervous system. With this said an account could be given of why he is unable to store new memories.His memories only last between 7-30 seconds and are therefore only being stored in his short-term memory. Once the 7-30 seconds expires, he cannot recall what he had just experienced or learned. This results in him not storing any new memories during his daily life. Even thou Clive Wearing is unable to form new memories he sti ll has lasting memory of his wife and playing the piano. The fact that he can do this is evidence that different parts of the brain stores different types of memory. The assumption is that the section of his brain responsible for procedural memory (memory of habits) is not damaged hence his ability to playing the piano.