Friday, December 27, 2019

Essay Horse Meat - 1405 Words

The main problem out of the horsemeat scandal around Europe, according to specialists, (SOURCE) is not the threat to human health but more an issue of business ‘insecurity, as even major brands such as Nestlà ©, Burger King and Findus fail to meet the high standards their consumers expect by selling different products than those specified in the labels and promotion of their brands (SOURCE). Other problem is the lack of efficient traceability along the complex supply chain for meat, where unscrupulous vendors substitute beef for horsemeat taking advantage of the lowest price and the fact that so many intermediates involved in the process does not make it easy to find a single responsible. The fact of this horsemeat scandal bursting in more†¦show more content†¦It shall include all the ingredients of the food, in descending order of weight, as recorded at the time of their use in the manufacture of the food.† (Official Journal of the EU, 2011, pg.30) It is also stated, in accordance to the Treaty on the Functioning of the European Union (Article 114) that the indication of origin is mandatory for beef and beef products in the Union ´s effort to follow the bovine spongiform encephalopathy crisis, which has increased consumer ´s expectations (Official Journal of the EU, 2011). The EU Parliament believes it is compulsory to impose this declaration also to other well-consumed types of meat such as swine, sheep, goat and poultry. Still, they are many gaps left open as for horsemeat matters and the efficient application of the laws mentioned above during the transitional period for the establishment of the new FIR. When a food information law is introduced with new requirements, it is said that a transitional period should be granted for businesses and supplier to adapt to this new legislation. In the case of the new FIR, which was accepted in July 2011, the grace period will last until 2014. In the meanwhile, suppliers not complying with the new legislation are authorized to take out their products and labels to the market and stay there until they ´re exhausted, even if the grace period is over before that occurs. (Official Journal of the EU, 2011) Nevertheless, much of these requirements already existed and wereShow MoreRelatedRunning Head : Kazakhstan s Culture1205 Words   |  5 PagesRunning head: Kazakhstan’s Culture Essay 1 Kazakhstan Culture Brief Maurice Mack Senior Leader’s Course Running head: Kazakhstan’s Culture Essay 2 This paper aims to outline the main principles of culture in regards to Kazakhstan’s Geography, history, climate, political, military, infrastructure, ethnicity, religion, food, language. Kazakhstan Infrastructure Kazakhstan is the world’s ninth-biggest country and is the most economicallyRead MoreThe Ethical Implications Of Eating Meat869 Words   |  4 Pagesasked in regards to meat-eating, there is an even more important one that everyone should be asking. What are the ethical implications of eating meat? This oft-debated question has been obscured, especially in recent years, by the outcry for the humane treatment of animals being raised for food. There have been many recent documentaries, books, and debates about how these animals sometimes never see sunlight before they are slaughtered, among many other abusive treatments. In his essay, â€Å"Animal, VegetableRead More Theodore Roosevelt Essay1657 Words   |  7 Pageswhich brought about the Food and Drug Administration (FDA) was next. This act says that all foods and drugs had to be tested and approved by a government official before they went onto the market. The Meat Inspection Act, â€Å"enabled t he United States Department of Agriculture (USDA) to inspect and label meat productsâ€Å"#. Theodore’s concern with the destruction of the forest, prairies, streams, and wilderness led to putting the government in charge of the regulation of the environment with the start of theRead MoreTesco and The Horsemeat Scandal1413 Words   |  6 PagesIntroduction This essay attempts to critically evaluate Tesco with regards to the Horsemeat Scandal. The aim is to critically asses this event through the application of theories and readings. A brief background on how the scandal arose will be provided. Key question that must be asked are did Tesco misbehave at all? And if they did, how could they have been able to justify their actions to themselves? According to Cooper and Owen (2007) accountability is a somewhat unclear term. This is not becauseRead MoreEssay On The Mongols : How Barbaric Were The Barbarians870 Words   |  4 PagesThe Barbarians?† background essay, it states, â€Å"They were nomadic people who lived off the meat, milk and hide of horse, and the meat and wool of the sheep.† and â€Å"... cared nothing about farming.† The Mongols were clearly not advanced and were careless on their life style. Without farming and agriculture the group was forced to hunt and live off of the resources in which were available. The mongols were fairly interested in killing and brutality. In the background essay paragraph 6 it states that â€Å"SlaughterRead MoreKnight s Life Essay : Knight818 Words   |  4 Pages Alvarez World History Honors October 14, 2014 Knight’s Life Essay A knight is a soldier, a servant to kingdom weather with a sword and shield or a bow and arrow they battle for their king. To be a knight you must be of royal decent. A knight life’s a life of a protector of your king; they partake in skilled tasks such as jousting and sword fighting. A knight lives by a code of honor known as chivalry. They dined on roasted meats, fruits, and vegetables. They wore armor in battle, such as chainmailRead MoreMost Common Tools Present During The Lower Palaeolithic Period1594 Words   |  7 Pagesskill that has allowed humankind to thrive by making increasingly more efficient use of the resources in the environment. For the majority of this time, two of the most important tools have been the Oldowan chopper and the Acheulean handaxe. In this essay I will be talking about Oldowan tools, Acheulean tools, and then I will compare the Oldowan tools to the Acheulean tools and see what the differences and similarities there are between these two s tone tool industries. Hence, I will be mentioning aboutRead MoreArgument for Animal Rights Essay1194 Words   |  5 Pagesanimal be suppressed as it is being held in captivity against its will? From an evolutionary point of view it is the natural right of a stronger animal to devour a weaker one. If this is acceptable then surely it is acceptable for us to eat meat too, as we humans are more evolved than the creatures we eat. But this argument implies that if you have physical power over someone or something then you should be allowed to do what you want. If this was the case, it would be perfectlyRead MoreMy Favorite Food848 Words   |  4 Pages-Here are some guidelines for writing a descriptive essay: Take time to brainstorm If your instructor asks you to describe your favorite food, make sure that you jot down some ideas before you begin describing it. For instance, if you choose pizza, you might start by writing down a few words: sauce, cheese, crust, pepperoni, sausage, spices, hot, melted, etc. Once you have written down some words, you can begin by compiling descriptive lists for each one. Use clear and concise language. Read MoreWhy Evolution Is True?1079 Words   |  5 PagesWhy is Evolution True Essay - Final Over the past few centuries, humans have been questioning and debating over what makes evolution true. In Jerry Coyne’s work, Why Evolution is True, he noted two kinds of evidence from Darwin’s theory of evolution. The first evidence includes the six testable predictions of evolution: evolution, gradualism, speciation, common-ancestry, natural selection, and nonselective mechanisms of evolutionary change. The second evidence that Coyne noted in his work is the

Thursday, December 19, 2019

Analysis Of The Movie The Great Gatsby By F. Scott...

Friendly Carrie was more of a quiet person who never did anything to anyone. She worked hard on her grades. She wasn’t a very outgoing person. Carrie’s hair was dyed pink, she usually wore ripped jeans and plain t-shirts. Alison on the other hand was the total opposite of Carrie. Alison was known as the school bully. She never did her homework, and she was loud and outgoing and not to mention very mean. Alison had black hair and usually wore shorts and t-shirts. Both Carrie and Alison had blue eyes. One day Carrie was walking down the hallway, they hallway had white walls and white tiled floor with one colorful tiled tile. Alison was walking towards her. When Alison got closer to Carrie she started bullying her by saying very mean and offensive things to her like â€Å"You’re stupid, you’re ugly and no one likes you!’’ Carrie didn’t say anything to her just ignored her. When Alison saw Carrie had no reaction she pushed Carrie into a wall. Carrie hit the back of her head on the locker and fell to her knees afterwards. She cried because of the paint it caused. Months went by and Alison’s bullying got worse verbally and physically. One day it got to Carrie and she finally stood up for herself, she wasn’t going to get bullied into silence. The next day Alison came up to her and before she could say anything Carrie said in a firm voice â€Å"What is your problem? I’ve never done anything to you. Why are you bullying me? If something is going on at home talk to someone about it.’’Show MoreRelatedAnalysis Of The Movie The Great Gatsby By F. Scott Fitzgerald1186 Words   |  5 PagesLong beaten out by the glaring sun, Noctis and his friends stood on outside of the car. Prompto, who was leaning on the front wheel, gawked at the young woman coming up to them. Her blonde hair was tucked underneath a faded, red cap, along with that, she wore faded blue jean shorts and a faded yellow jacket zipped down to reveal an orange bikini top that Prompto couldn t help but drool over. So which one of y all is the prince? She asked, speaking in a thick, southern drawl. Noctis stood upRead MoreF. Scott Fitzgeralds Personl Influences on The Great Gatsby1762 Words   |  7 Pagesdead.† (Fitzgerald, 1925). The Great Gatsby is a novel written by F. Scott Fitzgerald, published in 1925, and takes place in 1922. The novel greatly exemplifies the time period that it takes place in, known as â€Å"The Roaring Twenties† or â€Å"The Jazz Age†. One way of exemplification is prohibition and the Volstead Act. According to David J. Hanson from Potsdam.edu, the Volstead Act, which took place in 1919, established National Prohibition of alcoholic beverages (Hanson, 2013). Fitzgerald made hisRead MoreEmily Liddick. Mrs. Campbell. English 2. 23 April 2017.1203 Words   |  5 PagesApril 2017 Gatsby Analysis Essay Cinematic techniques are methods that authors use to convey specific pieces of information in a narrative. Some examples of this would be the angle shots, flashbacks, themes, symbols, etc. In both the movie and the novel of The Great Gatsby, F. Scott Fitzgerald portrays multiple instances of these techniques. This not only enhances the effect that it has on the audience, but it also constructs similarities and differences between both the novel and the movie. For instanceRead MoreThe American Dream in The Great Gatsby and This Side of Paradise1382 Words   |  6 PagesFrances Scott Fitzgerald was born on September 24th, 1896 in St. Paul Minnesota and died of a heart attack in an apartment in Hollywood on December 21st, 1940. Throughout his career, Fitzgerald wrote many works, traveled the world, and served in the United States Army. F. Scott Fitzgerald wrote mostly short stories but became famous because of his novel This Side of Paradise and became even more famous because of The Great Gatsby which was released in 1925. The time period in which Fitzgerald livedRead MoreA Short Note On The Great Gatsby By F. Scott Fitzgerald1278 Words   |  6 Pagesintertextuality is used in Baz Lurhmann’s â€Å"The Great Gatsby†. â€Å"The Great Gatsby† movie is based on a well-known book by F. Scott Fitzgerald’s, a well-known author that wrote American fiction. Maurer wrote that F. Scott Fitzgerald was known for his imagistic and wonderful composition. He could analyze the inclination of his era during a politically complex time of American History (Maurer, 2016). There have been a number of reincarnations of â€Å"The Great Gatsby† in cinematography. Baz Lurhmann, a popularRead MoreThe Great Gatsby By F. Scott Fitzgerald Essay1359 Words   |  6 PagesPsychoanalytic media analysis argues that literary texts, like dreams, express the secret unconscious desires and anxieties of the characters within a movie, and the literary work is a manifestation of the Id, Super-Ego, and Ego. The text that I will analyze using the psychoanalytic media theory will be the film The Great Gatsby, originally a novel by F. Scott Fitzgerald. I will be using Freud’s primary psychoanalytic theory of the ID, Ego, and Super-Ego to analyze the movie The Great Gatsby, and also analyzeRead MoreThe American Nightmare2241 Words   |  9 Pageslikely I shall ever find again† (Fitzgerald 6). In The Great Gatsby, the narrator, Nick Carraway, was describing his neighbor’s goal of marrying a woman named Daisy. Gatsby, however, did not realize the futility of his dream which ended up costing him his life. The Great Gatsby was written by Fitzgerald in 1925 and takes place in the summer of 1922. The belief that anyone could get rich through hard work was still alive at the time and is evident in the novel as both Gatsby and Carraway are â€Å"newly rich†Read MoreThe Film Of Jay Gatsby Essay1482 Words   |  6 Pages The 2013 film adaption of Jay Gatsby, a man who rose from poverty as a child to being a millionaire with all the makings, huge house, servants, hundreds of friends. He exemplifies the self-made man theory; he is successful both socially and financially. He ba sically created a completely new person for himself from his past life. But with all the wealth and status Gatsby accumulated, on the surface it made him appear to be living the American Dream but it actually leads to his demise. Many differentRead MoreThe Great Gatsby By F. Scott Fitzgerald1463 Words   |  6 PagesThe Great Gatsby? People hear this title and think of the movie, the movie that got 351 dollars worldwide. The movie directed by Buz Luhrmann and the movie with a story line that follows a book. What book? Of course it has the same title. Written in 1925 by F. Scott Fitzgerald, â€Å"The Great Gatsby† the book has have been people reading the novel to this day. In the book, there are so many layers that need to be peeled in order to analysis the deeper meanings of the book. psychoanalysis therorism doesRead MoreHow Is The Great Gatsby Film Analysis Of The Movie1055 Words   |  5 PagesThe Great Gatsby: Film Analysis The movie The Great Gatsby is set during the roaring twenties in Manhattan New York City. Where the young protagonist Nick Carraway (Tobey Maguire) is narrating his life story when he moved to New York. He introduces a young playboy millionaire by the name of Jay Gatsby (Leonardo DiCaprio) and his obsessive love for Daisy Buchanan (Carey Milligan). This movie is the most recent adaptation of F. Scott Fitzgerald classic American novel, directed by Baz Luhrmann who does

Wednesday, December 11, 2019

Business Model Innovation Delivering Products †Free samples

Question: How To Business Model Innovation Delivering Products? Answer: Introducation: There is misconception about the meaning of the word strategy as individuals tend to confuse them with goals and objectives. However, strategies are means to achieving these goals and objectives. In the current world of business where globalization influences the daily operations of organizations, a good strategy is directive, informative, and analytical. A good strategy is like a work plan that is meant to guide an organization towards attaining victory by maintaining a competitive position in the highly globalized market (Kryscynski 2015). A certain organization cannot adapt a strategy used by another organization because development of a strategy is guided by the business ideas, which are different for different companies mainly because different companies have different market niches. Also, a company can only develop a strategy that is in alignment with the resources at its disposal to ensure sustainability of the strategy. Strategies should continuously undergo evolution as indi cated by the case of McDonalds below to meet the changing preferences and demands of customers (Trefis Team 2016). One company that needs could benefit from a good strategy is the McDonalds considering the current emphasis on healthy nutritious foods. As individuals are becoming more cautious of their health, there is need for the McDonalds, which is a reputable international company to know how to maintain its position in reference to the varied nutritional needs of customers. Questions have especially risen about the nutritional fact labels, and even though McDonalds is utilize available resources to maintain its position in customer service, it needs to diversify its competition as demand for fast unhealthy foods might dwindle over time (Gingiss 2014). Therefore, the company should venture into new fields to enhance competition and maintain a unique position in the restaurant industry but including healthy options of food to its menu of fast foods. In addition, it can extend this new product by making home deliveries in view of the fact that the life nowadays is characterized by a beehive of a ctivities, and people are busy striving to make their lives convenient. Business Model Innovation A company should always seek to improve its way of delivering products and services; otherwise, it is bound to fail like has been the case with popular and renowned companies, such as Nokia or Commodore Computers (Gassmann 2013). A company that is progressively seeking to enhance the quality of its products increases customer values and develops a strong brand image for itself. Model innovation is dynamic and it includes various strategies revolving around who, how, value, and what. A company is only able to remain competitive if it can revolutionize its business by learning from what others are doing. A business should always be on the lookout for opportunities through which it can initiate a new business model and undergo the various subsequent processes of ideation, integration, and implementation. As customers strive to get the latest product in the market, a company that does not devise new business model innovation plans time and again loses its value and even though it might h ave good strategies, a poor business model does not give it a competitive edge over its rival companies. Usually, a new business model does not require additional capital; rather, using the very same resources, a company can widen its customer base (Girotra and Netessine 2014). One company that could benefit from business model innovation is Samsung. Despite the fact that it has done well in the past years due to its diverse products; other than phones, Samsung develops tablets, computers and related accessories, and this makes enhances its business model. However, an improved model innovation could enhance their phones, which have a limitation due to the rapidly draining battery to the extent that iPhone tends to override Samsungs phone products (Gurman and Boksenbaum-Granier, 2016). If Samsung can work to resolve the high power drain issue that is characteristics of their phones, they would improve their current position, and their phones would gain more value. In the face of ongoing competition, Nokia failed to revolutionize its business model; hence, as other phone companies created more customer value for their products, Nokia did nothing to stay aloof of the ongoing competition. In the wake of the current level of technology, Nokia can develop a produ ct with the various technologies from the different companies that give each its competitive advantage and integrate a new feature, for example 5G network; thereby, surpassing other products. Trade Opportunities Professor Pankaj Ghemawat uses the CAGE framework to indicate the relations between countries that tend to govern trade. The CAGE framework denotes the cultural, administrative/political, geographic, and economic factors can either deter or reinforce trade relations (Pankaj Ghemawat 2015). This framework can be used to explain the various global trade bodies that are developed with the aim of promoting trade between the countries involved in the formation of these bodies. Often, countries sharing a common language, engaged in agreed upon trade regulations and arrangements, sharing a common border, and having almost the same GDP per capita are more likely to engage in trade relations that other countries that do not share cultural, political, economic, or geographic relationship. One main example is between Africa and Russia. NAFTA comprised of trade agreements between Canada, Mexico, and the United States is enabled by the fact that Canada and Mexico both share a land border with the United States. All the three countries are regarded as profitable countries; hence, they have similar economic benefits that they can use to propel their trade relations without either one country feeling as if it is at a disadvantage (Ghemawat 2007). The concept of operation on the same level is very important because it prevents conflict and exploitation of one country by the other. NAFTA entails countries around America whose cultural orientation is relatively the same, that is, it is characterized by diversity and use of English as a common language to facilitate interaction. Even though the World Trade organization tends to bring different countries across different cultures together, countries have a common understanding in reference to the CAGE framework are more likely to explore and indulge in trade opportunities wi th one another (Schonfeld 2016) References Trefis Team. (2016) How McDonalds is effectively executing its turnaround strategy? Forbes [online]. available from https://www.forbes.com/sites/greatspeculations/2016/05/03/how- mcdonalds-is-effectively-executing-its-turnaround-strategy/#3c3d55cb4c69. Gassmann, O. (2013) Business Model Innovation. [online] available from https://www.youtube.com/watch?v=B4ZSGQW0UMI [30 April 2017]. Ghemawat, P. (2007) Redefining Global Strategy: Crossing Borders in a World where Differences still Matter. Boston, MA: Harvard Business School Publishing. Girotra, K., and Netessine, S. (2014) Four Paths to Business Model Innovation. Harvard Business Review [online]. available from https://hbr.org/2014/07/four-paths-to-business- model-innovation. Gurman, M., and Boksenbaum-Granier, A. (2016). Exploding Samsung Phones show Perils of Building Better Battery. Bloomberg Technology [online]. available from https://www.bloomberg.com/news/articles/2016-09-14/users-pushed-for-battery-life-got- exploding-smartphones-instead. Kryscynski, D. (2015) What is strategy? [online] available from https://www.youtube.com/watch?v=TD7WSLeQtVw [29 April 2017]. Pankaj Ghemawat: CAGE Framework for International Trade-Global Matters (2015) [online] available from https://www.youtube.com/watch?v=7FpUJaG7uMk [29 April 2017]. Schonfeld, B. (2016) Why the U.S. needs the World Trade Organization. The Washington Post [online]. available from https://www.washingtonpost.com/news/monkey- cage/wp/2016/09/20/would-the-u-s-be-better-off-without-the-wto-not-when-the-wto- guides-98-percent-of-global-trade/.

Tuesday, December 3, 2019

Should UK join euro Essay Example

Should UK join euro? Essay A harvest failure, strikes, or war, in one of the countries causes a loss of real income, but the use of a common currency (or foreign exchange reserves) allows the country to run down its currency holdings and cushion the impact of the loss, drawing on the resources of the other country until the cost of the adjustment has been efficiently spread over the future. If, on the other hand, the two countries use separate monies with flexible exchange rates, the whole loss has to be borne alone; the common currency cannot serve as a shock absorber for the nation as a whole except insofar as the dumping of inconvertible currencies on foreign markets attracts a speculative capital inflow in favour of the depreciating currency. (Mundell, 1973, p. 115) Through risk sharing there would be lower interest rates. For any given interest rate that is higher, investment projects will tend to be riskier in order to justify the high rate of interest. This in turn pushes interest rates up. We will write a custom essay sample on Should UK join euro? specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Should UK join euro? specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Should UK join euro? specifically for you FOR ONLY $16.38 $13.9/page Hire Writer By sharing this risk across a currency union, lower interest rates reduce the amount of risky projects that are selected by the market. De Grauwe argues that a lower interest rate and the expectation of lower interest rates will encourage growth in the short term. When uncertainty decreases, R1 moves to R2 and the economy will temporarily grow faster until it reaches point B, at which point it will return to the Long-term growth rate. The Euro as a World Currency From the outset the ECB has been very anti-inflationary. This has safeguarded the value of the Euro on international markets. The future looks good for the Euro as a world currency. The recent falls in the value of the dollar may lead many speculators to switch to the Euro as a more reliable store of value. If Britain were part of EMU this could mean investing in Britain. Currently many in Europe are worried by the value of the Euro against the dollar. This is primarily because world trade is largely conducted in dollars. If that were to change to Euros, Britain would gain from being a part of EMU. Negotiating as the EU, the individual countries of Europe have been able to stand up to the USA on trade issues. EMU could work in the same way to protect our interests. In the past, the countries of Europe have at times been forced to prop up the dollar in order to protect their export markets, not only to the United States but also to the rest of the world, as the dollar was the currency of choice for most international dealings. In 1987 two thirds of the US current account deficit was financed not by the private markets but by foreign central banks who were afraid of the competitive effects of their currencies appreciating against the dollar (Transatlantic Perspectives on the Euro, p.24) With the euro, Europe no longer has to concern itself as much with the value of the dollar. Obviously trade with the USA will be affected by a weak dollar, as is the case today. However, that accounts for less than 15% of trade for most EU countries. If the euro maintains its strength and reputation it could lead to many advantages. Europe will gain in terms of seigniorage. Seigniorage is the revenue that a government receives from the use of their currency. If the Euro were to close one half of the gap between it and the dollar as a currency of denomination of private international financial assets, roughly $400 billion in investments would be re-allocated from dollar to Euro assets (Transatlantic Perspectives on the Euro, p. 24). However, the European capital markets may take longer to take full advantage of the single currency. Stock market capitalisation of the euro 12 countries was roughly 1/3 of the US in 1995. Adding the UK would raise it to 1/2. (Transatlantic Perspectives on the Euro, p. 25) Even without stock market capitalisation, if the Euro is a strong currency, foreign investors will wish to invest in Euros in some way or another. European banks will attract investment. The size of this effect, however, is uncertain. London is the financial centre of the world without having a major domestic currency. But the Euro could provide a useful boost to Foreign Direct Investment. EMU will increase our levels of international trade Increasing trade is one of the primary objectives of the EU. Trade increases output through increased specialisation and a more efficient allocation of resources. Trade increases our consumption possibilities. All countries gain regardless of income level or economic structure. As long as they are different in technology (Ricardian model) or in factor endowments (Heckscher-Ohlin model), potential gains from trade always exist. Therefore if a common currency induces large increases in trade it is an important benefit of EMU. Rose (2000) considered the effect that a common currency area has on trade. He was the first to do so. He explains that there are potentially massive gains from a currency union. He uses the gravity model to calculate the effects. Rose makes a valid point that trade within a domestic economy far exceeds that of trade across international borders, and that the more we move towards making the EU a domestic market, the more trade across the European borders will increase significantly. The evidence of international bias is clear; trade within countries is simply huge compared to trade between countries, even for well-integrated areas like the EU. Countries have a number of important aspects for commercial trade, including a common currency, common cultural norms, common legal system, common history, common norms, and so forth. A common currency is a piece of this package; and it seems to be an important piece (Rose 2000 p. 32). Countries that use the same currency tend to trade disproportionately. My point estimate is that countries with the same currency trade over 3 times as much with each other as countries with different currencies (Rose 2000 p. 17). Rose uses the example of trade across Canada and with the US to illustrate this point. Trade between two Canadian provinces is more than 20 times larger than trade between a comparable Canadian province/American state pair. Part of this home bias effect may stem from the fact that a single currency is used inside a country (Rose 2000 p. 11) He explains that the benefits of a currency union have previously been underestimated because people have assumed that the effects of a fixed exchange rate would be the same as the effects of a currency union. Rose finds that there is a big difference. Most of the extant literature presumes that a common currency is equivalent to reducing exchange rate volatility to zero (Frankel and Rose). Yet my estimates easily distinguish a currency union and zero exchange rate volatility The effect of a common currency is much larger than the hypothetical effect of reducing exchange rate volatility to zero (Rose 200 p. 17). The seemingly small costs of exchanging currencies seem to deter people quite a lot. Johnny Akerholm uses Roses discussion to point out that trade is typically based on long-term relationships. If a firm wants to penetrate a foreign market, investment in trade channels and marketing is required over several years. A common currency reduces the risk and enhances the market, in particular for small and medium sized firms (Rose 2000 p. 39) o conclude, there are many benefits associated with EMU. The principle benefit is the free flow of trade, which has been quantified by Rose and appears to have massive potential for growth. Many of the gains we havent mentioned are political rather than economic. Therefore even if the gains dont prove to be that large, as long as the costs dont outweigh the benefits, Britain should join EMU. In the next chapter we look at the Theory of Optimum Currency Areas and analyse the potential pit falls of a Monetary Union.