Thursday, December 18, 2008

Google Calls The Wall Street Journal 'Confused'

Google Calls The Wall Street Journal 'Confused'


Posted by Eric Zeman, Dec 15, 2008 10:40 AM

The Wall Street Journal ran a story last night suggesting that Google (NSDQ: GOOG) has been trying to convince network operators to give its traffic preference to that of others. If true, the idea would have been a serious blow to the idea of Net neutrality. Google says the Journal got it wrong.

I read the Journal's story last night and had my reservations. In the original article, it reported, "Google Inc. has approached major cable and phone companies that carry Internet traffic with a proposal to create a fast lane for its own content, according to documents... Google has traditionally been one of the loudest advocates of equal network access for all content providers."

Google's idea, called OpenEdge, would position some of Google's servers within the Internet service providers' networks. This would have provided a "fast lane" for Google's traffic.

If this scenario played out, it would have had a dramatic affect on the Internet and its denizens. Powerful companies such as Google could get preferential treatment and leave less-powerful competitors in the dust. If true, this scenario also would have completed Google's switch to the "dark side." There's no way it could say its motto, "Don't be evil," plays any sort of role in how Google runs its business.

This morning, says the AP, Google responded via a blog post written by Richard Whitt, Google's Washington-based telecom and media counsel. He said, "Google remains strongly committed to the principle of Net neutrality, and we will continue to work with policymakers in the years ahead to keep the Internet free and open."

He calls the Journal's report a misunderstanding, and that Google isn't trying to get preferential treatment.

I think the story isn't so black and white. Whether or not the Journal misunderstood Google's intent, we need to hear directly from the players involved. That means Google CEO Eric Schmidt, and from the management of the Internet service providers with which Google is supposedly talking.

What say ye, Schmidt? What's the real story here?

Innovate Or Try Again

Innovate Or Try Again


Posted by Thomas Claburn, Dec 15, 2008 08:06 PM

"If we don't innovate, we're going to die." That's how Robert Egger, creative director at Specialized Bicycles, put it last year in the Google-sponsored Innovate or Die Pedal-Powered Machine Contest.

"Innovate or Die" is a common trope that captures the need for creative thought in business. It's "Do or Die" for the verbose.

By this binary scenario, the Big Three automakers appear to be due for death because, by their own admission, they didn't innovate. "They failed in the innovation game," said David Gregory, host of NBC's Meet The Press, on Sunday.

But Google (NSDQ: GOOG) CEO Eric Schmidt seems to see something other than death up ahead. Call it "Innovate or Try Again."

U.S. automakers "can fix that [failure] because America is a place where innovation drives huge business outcomes," Schmidt replied to Gregory. "It drives job creation, it pays our taxes, it has created the wealthiest society on earth. We forget in the middle of this doom and gloom we have the strongest universities, the most creative people, people from all around the world come here. There's every reason to think that we can take the money that the federal government is going to provide in this stimulus anyway and solve our fundamental energy and transportation issues relatively quickly, and with American jobs and with American-oriented export industries."

Does that mean Schmidt is for or against the contemplated bailout of the auto industry? It's not immediately clear based on his statements on Meet The Press. Fixing the auto industry seems like it would involve extending loans and letting the car companies try again.

But Schmidt offered no specific endorsement or condemnation of the plan to re-fund the U.S. auto industry. What he did say is that he'd like to see funds from a federal stimulus package used simultaneously to create jobs and spur the development of new energy technologies to help reduce dependence on foreign oil.

That could involve the auto industry, which isn't entirely without innovation, as GM (NYSE: GM)'s Chevrolet Volt demonstrates. But it's not clear whether Schmidt believes U.S. automakers can be saved in their current form. It appears he's too savvy to weigh in on the matter.

If he is indeed ambivalent, I feel the same way. On the one hand, I hate to see the jobs and an industry that this country pioneered vanish. On the other, it makes no sense to reward incompetent management with more money.

I like the idea of "Innovate or Try Again." I'd like it even more if small companies could play that game, too.

Google Gives Android A Map Editor

Google Gives Android A Map Editor


Posted by Eric Zeman, Dec 16, 2008 10:33 AM

The new application for Android phones allows users to create and share maps directly on the handset, as well as synchronize them with their PC.

Here's another project brought to you by a Googler's 20% time. This Maps product was the brainchild of Google software engineer Brian Cornell. According to him, it took him and some others four months to bring the project to fruition. My Maps Editor is now available for download in Android Market.

The application lets users create, edit, share, and view personalized maps on their Android-powered phone, as well as synchronize with the My Maps tab on Google Maps. Cornell explains, "Create a map on your desktop computer using Google Maps and then take it with you on the go and update it on location. My Maps Editor by Google supports full editing functionality for markers, lines, and shapes on maps, plus the ability to mark your location using GPS or attach a photo directly from your phone. Your maps are automatically synchronized with your My Maps on the Web."

I don't currently have an Android-powered handset, so I haven't been able to take the software for a test run. Cornell provides several examples of how the software can be used, including planning holiday shopping routes, mapping out where to view holiday lights and decorations, as well as keeping track of travels.

What I like best is that everything automatically syncs between the handset and the desktop. That's key to making it easy and seamless to use and transfer information.

Android users, feel free to download the application from the Android Market.

Google's Gmail Labs Adds Ability To Turn E-Mails Into Docs

Google's Gmail Labs Adds Ability To Turn E-Mails Into Docs


Posted by Eric Zeman, Dec 17, 2008 09:05 AM

Google (NSDQ: GOOG) continues to increase the functionality of its Gmail program. The latest enhancement allows Gmail users to take e-mails and automatically turn them into Google Docs.

Google has been rolling out new features for Gmail at a furious pace lately, with something new popping up almost once per week. This week's gem? Instant e-mail-to-document conversion.

Software engineer Jeremie Lenfant-Engelmann explains, "More than once, I've had a conversation over e-mail and later realized that the information contained in the messages would make a great starting point for a document. So I built an experimental feature for Gmail Labs that does just that: with one simple click, 'Create a document' converts an e-mail into a Google Docs document. No more copying and pasting the text from your e-mail -- just open the message you wish to convert, click the 'Create a document' link on the right side of the page, and voila, you have a brand new document which you can then modify and share!"

I enabled the feature this morning and tested it out. It works perfectly. The document is created in a manner similar to when you choose to save an e-mail attachment as a document. It takes perhaps three seconds, depending on the size of the e-mail and what it contains. This works with simple text e-mails as well as HTML e-mails.

Thanks, Google!

Hitting Google Where It Hurts

Hitting Google Where It Hurts


Posted by Thomas Claburn, Dec 17, 2008 06:41 PM

Since the beginning of the month, both Microsoft (NSDQ: MSFT) and Yahoo (NSDQ: YHOO) have been hitting Google (NSDQ: GOOG) where it hurts: in its privacy policy.

Earlier this month, Microsoft offered to retain search data for only six months, if Google and Yahoo agreed.

On Wednesday, Yahoo called Microsoft's bet and raised the stakes by agreeing without condition to anonymize user log data, page views, page clicks, ad views, and ad clicks within 90 days, except under limited circumstances.

Unable to make inroads against Google in the search advertising market, Microsoft and Yahoo are pursuing a strategy pioneered by the smaller search engines, which have long differentiated themselves from Google through their privacy practices.

Ask, for example, offers a service called AskEraser that lets the user decide whether to allow search data to be retained. "When enabled, AskEraser will completely delete your search queries and data from Ask.com servers, including: your IP address, User ID, and Session ID cookies, as well as the complete text of your search query -- all within a matter of hours, except in rare circumstances," Ask explains on its Web site.

Metasearch engine Ixquick has been deleting search data within 48 hours since 2006.

Google has had its moments as a champion of privacy, most notably when it declined to provide search data to the U.S. Department of Justice in 2005 and 2006. In March 2007, it was the first major search engine to agree to dispose of search log data after 18 months. And in September, it said it would anonymize IP addresses on its server logs after 9 months.

But it has stumbled, too, as may be inferred from a study released earlier this week: It found that Google no longer ranks among the top 20 most trusted companies for privacy. In 2007, Google was ranked "hostile to privacy" in a report by Privacy International. Google watchers have observed that privacy remains Google's Achilles' heel.

Google's attitude toward privacy has been similar to its attitude toward copyright: It's better to seek forgiveness than to ask permission. Had it not applied that philosophy to potential copyright entanglements, we might never have had access to YouTube, or Google News, or book searches, for example. So there's something to be said for forging ahead in the face of complaints.

Services like Google Maps Street View might never have come to be had Google erred on the side of privacy. But a bit more thought before products are released might convince people that Google's position on privacy is something more than posturing to protect its revenue stream. Following the launch of Street View, Google faced privacy lawsuits and numerous complaints, none of which made it seem like the company viewed privacy as a priority.

Security that's an afterthought fails; the same can be said about privacy.

Over the summer, Google did itself no favors by resisting calls from privacy groups to put a link to its privacy policy on its front page. Its reasoning was driven by engineering: It didn't want to add even a millisecond to Google.com's load time with extraneous text links. But privacy is an emotional issue more than a rational one. By the time Google accepted that and agreed to add a privacy link, the damage was done.

The heart of the problem is that Google has become convinced that personalization is the future of search. Think for a moment about what that means: Search technology has hit a wall. Algorithms aren't enough anymore.

The more Google knows about you, the more relevant its search results will be and the better it will be able to target ads to your interests. Some Google users appreciate that intimacy. Some don't care. And some find it creepy and don't want to have that kind of relationship with an online company.

If Google fails to understand that and to accommodate privacy concerns more flexibly, it risks losing its dominance to a search company willing to offers users more control over the data they own and the data they generate.

Don't count Microsoft or Yahoo out just yet. The more willing they are to cater to user privacy concerns, the more Google will look like a stalker.

How could Google capture the high ground? Well, if Amazon can manage 1-Click purchasing, Google might want to try 1-Click deletion of all data associated with a user. That would be a good start.

NYC Goes 3-D In Google Earth

NYC Goes 3-D In Google Earth


Posted by Eric Zeman, Dec 18, 2008 11:20 AM

The Google (NSDQ: GOOG) Earth team has been hard at work improving the 3-D map of New York City. The new renderings of the city, complete with buildings and textures, is nothing short of amazing.

Google Earth gets just a little bit cooler every time I use it. As someone who loves NYC, it is now downright incredible. According to the GearthBlog, Google Earth has a 3-D model of the majority of the buildings and skyscrapers in Manhattan. These aren't some clunky, blocky renderings. Rather, they are realistic representations of the buildings that include actual photos pasted onto the 3-D frameworks and even show detail such as brick textures.

Google didn't accomplish this all by itself. Others have pitched in, creating many of the 3-D models seen in the Google Earth view of NYC. If you're running Google Earth 4.3 and higher, you can actually fly around the city to get a better look. You can find out how to do that here.

In the meantime, look at the two pictures below. The first is the Google Earth representation of NYC in January 2007. The second is what it looks like now.


'The War on Democracy'

'The War on Democracy' is John Pilger's first major film for the cinema - in a career that has produced more than 55 television documentaries. Set in Latin America and the US, it explores the historic and current relationship of Washington with countries such as Venezuela, Bolivia and Chile.

"The film tells a universal story," says Pilger, "analysing and revealing, through vivid testimony, the story of great power behind its venerable myths. It allows us to understand the true nature of the so-called war on terror".

The Israel Lobby

For many years now the American foreign policy has been characterized by the strong tie between the United States and Israel. Does the United States in fact keep Israel on its feet? And how long will it continue to do so?

In March 2006 the American political scientists John Mearsheimer (University of Chicago) and Steve Walt (Harvard) published the controversial article 'The Israel Lobby and US foreign policy'. In it they state that it is not, or no longer, expedient for the US to support and protect present-day Israel. The documentary sheds light on both parties involved in the discussion: those who wish to maintain the strong tie between the US and Israel, and those who were critical of it and not infrequently became 'victims' of the lobby.

The question arises to what extend the pro-Israel lobby ultimately determines the military and political importance of Israel itself. Colonel Lawrence Wilkerson (Colin Powell's former chief-of-staff) explains how the lobby's influence affects the decision-making structure in the White House.

With political scientist John Mearsheimer, neocon Richard Perle, lobby organization AIPAC, televangelist John Hagee, historian Tony Judt, Human Rights Watch director Kenneth Roth, colonel Lawrence Wilkerson, Democrat Earl Hilliard, Israeli peace negotiator Daniel Levy and investigative journalist Michael Massing.

Research: William de Bruijn
Director: Marije Meerman

The Fourth World War

4th World War - taken from a speech by Marcos calling the war against globalization the 4th World War - is a brief, documentary of radical resistance to global capitalism

Despite the titanic struggles of dispossessed peoples around the world, the wealth of nations continues to reside in fewer and fewer hands. The economies of poor countries collapse under vicious IMF policies, and capitalism's global 'clubs' thrive ever and ever upward. Meanwhile, people keep struggling, ultimately downward.

The Fourth World War

Subcomandante Marcos
La Realidad, Chiapas, Mexico

Translated by irlandesa

The following text is an excerpt from a talk given by Subcomandante Insurgente Marcos to the International Civil Commission of Human Rights Observation in La Realidad, Chiapas on November 20, 1999. The outline for the talk was published in Letters 5.1 and 5.2 in November of the same year, with the titles "Chiapas: the War: 1, Between the Satellite and the Microscope, the Other's Gaze," and 2, "The Machinery of Ethnocide." Any similarity to the conditions of the current war is purely coincidental. Published in Spanish in La Jornada, Tuesday, October 23, 2001.

The Restructuring of War

As we see it, there are several constants in the so-called world wars, in the First World War, in the Second, and in what we call the Third and Fourth.

One of these constants is the conquest of territories and their reorganization. If you consult a map of the world you can see that there were changes at the end of all of the world wars, not only in the conquest of territories, but in the forms of organization. After the First World War, there was a new world map, after the Second World War, there was another world map.

At the end of what we venture to call the "Third World War," and which others call the Cold War, a conquest of territories and a reorganization took place. It can, broadly speaking, be situated in the late 80's, with the collapse of the socialist camp of the Soviet Union, and, by the early 90's, what we call the Fourth World War can be discerned.

Another constant is the destruction of the enemy. Such was the case with nazism in the second World War, and, in the Third, with all that had been known as the USSR and the socialist camp as an option to the capitalist world.

The third constant is the administration of conquest. At the moment at which the conquest of territories is achieved, it is necessary to administer them, so that the winnings can be disbursed to the force which won. We use the term 'conquest" quite a bit, because we are experts in this. Those States, which previously called themselves national, have always tried to conquer the Indian peoples. Despite those constants, there are a series of variables which change from one world war to another: strategy, the actors, or the parties, the armaments used and, lastly, the tactics. Although the latter change, the former are present and can be applied in order to understand one war and another.

The Third World War, or the Cold War, lasted from 1946 (or, if you wish, from the bombing of Hiroshima in 1945) until 1985-1990. It was a large world war made up of many local wars. As in all the others, at the end there was a conquest of territories which destroyed an enemy. Second act, it moved to the administration of the conquest and the reorganization of territories. The actors in this world war were: one, the two superpowers, the United States and the Soviet Union and their respective satellites; two, the majority of the European countries; three, Latin America, Africa, parts of Asia and Oceana. The peripheral countries revolved around the US or the USSR, as it suited them. After the superpowers and the peripherals were the spectators and victims, or, that is, the rest of the world. The two superpowers did not always fight face to face. They often did so through other countries. While the large industrialized nations joined with one of the two blocs, the rest of the countries and of the population appeared as spectators or as victims. What characterized this war was: one, the arms orientation and, two, local wars. In the nuclear war, the two superpowers competed in order to see how many times they could destroy the world. The method of convincing the enemy was to present it with a very large force. At the same time, local wars were taking place everywhere in which the superpowers were involved.

The result, as we all know, was the defeat and destruction of the USSR, and the victory of the US, around which the great majority of countries have now come together. This is when what we call the "Fourth World War" broke out. And here a problem arose. The product of the previous war should have been a unipolar world - one single nation which dominated a world where there were no rivals - but, in order to make itself effective, this unipolar world would have to reach what is known as "globalization." The world must be conceived as a large conquered territory with an enemy destroyed. It was necessary to administer this new world, and, therefore, to globalize it. They turned, then, to information technology, which, in the development of humanity, is as important as the invention of the steam engine. Computers allow one to be anywhere simultaneously. There are no longer any borders or constraints of time or geography. It is thanks to computers that the process of globalization began. Separations, differences, Nation States, all eroded, and the world became what is called, realistically, the global village.

The concept on which globalization is based is what we call "neoliberalism," a new religion which is going to permit this process to be carried out. With this Fourth World War, once again, territories are being conquered, enemies are being destroyed and the conquest of these territories is being administered.

The problem is, what territories are being conquered and reorganized, and who is the enemy? Given that the previous enemy has disappeared, we are saying that humanity is now the enemy. The Fourth World War is destroying humanity as globalization is universalizing the market, and everything human which opposes the logic of the market is an enemy and must be destroyed. In this sense, we are all the enemy to be vanquished: indigenous, non-indigenous, human rights observers, teachers, intellectuals, artists. Anyone who believes themselves to be free and is not.

This Fourth World War uses what we call "destruction." Territories are destroyed and depopulated. At the point at which war is waged, land must be destroyed, turned into desert. Not out of a zeal for destruction, but in order to rebuild and reorder it. What is the primary problem confronted by this unipolar world in globalizing itself? Nation States, resistances, cultures, each nation's means of relating, that which makes them different. How is it possible for the village to be global and for everyone to be equal if there are so many differences? When we say that it is necessary to destroy Nation States and to turn them into deserts, it does not mean doing away with the people, but with the peoples' ways of being. After destroying, one must rebuild. Rebuild the territories and give them another place. The place which the laws of the market determine. This is what is driving globalization.

The first obstacle is the Nation States: they must be attacked and destroyed. Everything which makes a State "national" must be destroyed: language, culture, economy, its political life and its social fabric. If national languages are no longer of use, they must be destroyed, and a new language must be promoted. Contrary to what one might think, it is not English, but computers. All languages must be made the same, translated into computer language, even English. All cultural aspects that make a French person French, an Italian Italian, a Dane Danish, a Mexican Mexican, must be destroyed, because they are barriers which prevent them from entering the globalized market. It is no longer a question of making one market for the French, and another for the English or the Italians. There must be one single market, in which the same person can consume the same product in any part of the world, and where the same person acts like a citizen of the world, and no longer as a citizen of a Nation State.

That means that cultural history, the history of tradition, clashes with this process and is the enemy of the Fourth World War. This is especially serious in Europe where there are nations with great traditions. The cultural framework of the French, the Italians, the English, the Germans, the Spanish, etcetera - everything which cannot be translated into computer and market terms - are an impediment to this globalization. Goods are now going to circulate through information channels, and everything else must be destroyed or set aside. Nation States have their own economic structures and what is called "national bourgeoisie" - capitalists with national headquarters and with national profits. This can no longer exist: if the economy is decided at a global level, the economic policies of Nation States which try to protect capital are an enemy which must be defeated. The Free Trade Treaty, and the one which led to the European Union, the Euro, are symptoms that the economy is being globalized, although in the beginning it was about regional globalization, like in the case of Europe. Nation States construct their political relationships, but now political relationships are of no use. I am not characterizing them as good or bad. The problem is that these political relationships are an impediment to the realization of the laws of the market. The national political class is old, it is no longer useful, it has to be changed. They try to remember, they try to remember, even if it is the name of one single statesman in Europe. They simply cannot. The most important figures in the Europe of the Euro are people like the president of the Bundesbank, a banker. What he says is going to determine the policies of the different presidents or prime ministers inflicted on the countries of Europe.

If the social fabric is broken, the old relationships of solidarity which make coexistence possible in a Nation State also break down. That is why campaigns against homosexuals and lesbians, against immigrants, or the campaigns of xenophobia, are encouraged. Everything which previously maintained a certain equilibrium has to be broken at the point at which this world war attacks a Nation State and transforms it into something else.

It is about homogenizing, of making everyone equal, and of hegemonizing a lifestyle. It is global life. Its greatest diversion should be the computer, its work should be the computer, its value as a human being should be the number of credit cards, one's purchasing capacity, one's productive capacity. The case of the teachers is quite clear. The one who has the most knowledge or who is the wisest is no longer valuable. Now the one who produces the most research is valuable, and that is how his salary, his grants, his place in the university, are decided.

This has a lot to do with the United States model. It also so happens, however, that this Fourth World War produces an opposite effect, which we call "fragmentation." The world is, paradoxically, not becoming one, it is breaking up into many pieces. Although it is assumed that the citizen is being made equal, differences as differences are emerging: homosexuals and lesbians, young people, immigrants. Nation States are functioning as a large State, the anonymous State-land-society which divides us into many pieces.

If you look at a world map of this period - the end of the Third World War - and analyze the last eight years, a restructuring took place, most especially - but not only - in Europe. Where there was once one nation, now there are many nations. The world map has been fragmented. This is the paradoxical effect that is taking place because of this Fourth World War. Instead of being globalized, the world is fragmenting, and, instead of this mechanism hegemonizing and homogenizing, more and more differences are appearing. Globalization and neoliberalism are making the world an archipelago. And it must be given a market logic. These fragments must be organized into a common denominator. It is what we call "financial bomb."

At the same time that differences appear, the differences are multiplied. Each young person has his group, his way of thinking, such as punks and skinheads. All of which are in every country. Now the different are not only different, but their differences are multiplied and they seek their own identity. The Fourth World War is obviously not offering them a mirror that allows them to see themselves with a common denominator. It is offering them a broken mirror. As long as it has control of the archipelago - of human beings - the powers are not going to be very upset.

The world is breaking into many pieces, large and small. There are no longer continents in the sense that I would be a European, African or American. What the globalization of neoliberalism is offering is a network built by financial capital, or, if you would prefer, by financial powers. If there is a crisis in this node, the rest of the network will cushion the effects. If there is prosperity in a country, it does not produce the effect of prosperity in other countries. It is, thus, a network which does not function. What they told us about the size of the world was a lie, a speech repeated by the leaders of Latin America, whether Menem, Fujimori, Zedillo, or others leaders of compromised moral character. In fact what is happening is that the network has made Nation States much more vulnerable. It is useless for a country to struggle to construct an equilibrium and its own destiny as a nation. Everything depends on what happens in a bank in Japan, or what the mafia in Russia or a speculator in Sydney does. In one way or another, Nation States are not saved, they are permanently condemned. When a Nation State agrees to join this network - because there is no other choice, because they force it, or out of conviction - it is signing its death certificate.

In short, what this great market wants is to turn all of these islands into commercial centers, not nations. One can go from one country to another and find the same products. There is no longer any difference. In Paris or in San Cristรณbal de las Casas you can consume the same thing. If you are in San Cristรณbal de Las Casas, you can simultaneously be in Paris getting the news. It is the end of Nation States. And not just that: it is the end of the human beings who make them up. What matters is the law of the market, and that is what establishes how much you produce, how much you are worth, how much you buy, how much you are worth. Dignity, resistance, solidarity all disturb. Everything which prevents a human being from turning into a producing and purchasing machine is an enemy, and it must be destroyed. That is why we are saying that the human species is the enemy for the Fourth World War. It is not destroying it physically, but it is destroying its humanness.

Paradoxically, by destroying Nation States, dignity, resistance and solidarity are built anew. There are no ties stronger, more solid, than those which exist between different groups: between homosexuals, between lesbians, between young people, between migrants. This war, then, goes on to also attack those who are different. That is what those campaigns are owing to, so strong in Europe and in the United States, against the different, because they are dark, speak another language or have another culture. The means of cultivating xenophobia in what remains of the Nation States is to make threats: "These Turkish migrants want to take away your job." "These Mexican immigrants came to rape, they came to steal, they came to sow bad habits." Nation States - or the few of them that remain - delegate to those new citizens of the world - computers - the role of getting rid of those immigrants. And that is when groups like the Ku Klux Klan proliferate, or persons of such probity as Berlusconi reach power. They all build their campaigns based on xenophobia. Hate for the different, persecution against anything that is different, is worldwide. But the resistance of anything that is different is also worldwide. Faced with that aggression, these differences are multiplied, they are solidified. This is how it is, I am not going to characterize it as good or bad, that is how it is happening.

The War Is Not Only Military

In strictly military terms, the Third World War had its logic. It was, in the first place, a conventional war, conceptualized in such a way that, if I put in soldiers, and you put in soldiers, we confront each other, and whoever is left alive wins. This took place in a specific territory which, in the case of the North Atlantic Treaty Organization, NATO, forces, and the Warsaw Pact, was Europe. Starting from a conventional war, between armies, a military and weapons oriented path was established.

We are going to look at the details a bit more. This [he shows a rifle], for example, is a semi-automatic weapon, and it's called an AR-15 automatic rifle. They manufactured it for the Vietnam conflict, and it can be taken apart very easily [he disarms it], there it is. When they made it, the Americans were thinking about a conventional war scenario, that is, large military contingents which confronted each other. "We'll collect a lot of soldiers, we'll advance, and in the end someone will have to be left." At the same time, the Warsaw Pact was developing the Kalashnikov automatic rifle, which is commonly called the AK-47, a weapon with a lot of firing volume at short range, up to 400 meters. The Soviet concept involved large waves of troops: a mountain of soldiers would advance, firing, and, if they died, a second and a third wave would arrive. The one who had the most soldiers would win.

The Americans then thought: "The old Garand rifle from the Second World War isn't of any use anymore. Now we need a weapon that has a lot of short-range firing power." They took out the AR-15 and tested it in Vietnam. The problem was that it broke down, it didn't work. When they attacked the Viet Cong, the mechanism remained open, and when they fired it went "click." And it wasn't a camera, it was a weapon. They tried to solve the problem with an M16-A1 model. Here the trick is in the bullets, which are called two different things. One, the civilian, 2.223 of an inch - can be bought in any store in the United States. The other - 5.56 millimeter - is for the exclusive use of NATO. This is a very fast bullet and it has a trick to it. In war, the objective is to see that the enemy has losses, not deaths, and an army considers itself to have casualties when a soldier can no longer fight. The Geneva Convention - an agreement to humanize war - forbids expanding bullets, because at the point at which it enters it destroys more, and it's a lot more lethal than a hard tipped bullet.

"Given that the idea is to increase the number of wounded and decrease the number of dead," - they said - "we are prohibiting expansive bullets." A shot from a hard bullet leaves you useless, you're a casualty now, it doesn't kill you unless it reaches a vital organ. In order to fulfill the Geneva Convention and to dupe them, the Americans created the soft tip bullet which, when it enters the human body, bends and turns. The entrance hole is one size, and the exit hole is much bigger. This bullet is worse than the expanding one, and it doesn't violate conventions. Nonetheless, if it gets you in the arm...it will blow you up. A 162 bullet goes through you and leaves you wounded, but this one destroys you. Coincidentally, the Mexican government has just bought 16,000 of these bullets.

That is, weapons are created for precise scenarios. We are going to assume they don't want to use the nuclear bomb. What are they going to use? Many soldiers against many soldiers. And so the NATO and Warsaw Pact conventional war doctrines were created.

The second option was a localized nuclear war, a war with nuclear weapons, but only in some places and not in others. There was an agreement between the two superpowers to not attack each other in their own lands, and to fight only on neutral ground. It remains to be said that that this ground was Europe. That's where the bombs were going to fall and one would see who would be left alive in Western Europe and what was then called Eastern Europe.

The last option of the Third World War was total nuclear war, which was a huge business, the business of the century. The logic of nuclear war is that there would be no winner. It doesn't matter who fired first, no matter how quickly he fired, the other would be able to fire also. The destruction was mutual, and, from the beginning, this option was simply renounced. The nature of it came to be what is called in military diplomatic terms, "deterrence."

So that the Soviets wouldn't use nuclear weapons, the Americans developed many nuclear weapons, and, so that they wouldn't use nuclear weapons, the Soviets developed many nuclear weapons, and so on. They called it IBM (Intercontinental Ballistic Missile), and they were the rockets that went from Russia to the United States and from the United States to Russia. They cost a fortune, and now they're not useful for anything. There were also other nuclear weapons for local use which were the ones they were going to use in Europe in the case of a localized nuclear war.

When this phase began, in 1945, there was a war to be fought because Europe was divided in two. The military strategy - we are speaking of the purely military aspects - was the following: a few forward positions in front of the enemy line, a line of permanent logistics, and the mother country, called the United States or the Soviet Union. The logistical line supplied the forward positions. Large airplanes that were in the air 24 hours a day, the B-52 Fortress, carried the nuclear bombs, and they never had to land. And there were the pacts. The NATO Pact, the Warsaw Pact and the SEATO (South East Asia Treaty Organization) Pact, which is like the NATO of the Asian countries. The model was put into play in local wars. Everything had a logic, and it was logical to fight in Vietnam, which was an agreed scenario. The local armies and insurgents were in the role of the forward positions. In the role of permanent logistics were the lines of clandestine or legal arms sales, and, in the role of the mother countries, the two superpowers. And there was also an agreement about the places where they had to remain as spectators. The clearest examples of these local wars are the dictatorships of Latin America, the conflicts in Asia, especially Vietnam, and the wars in Africa. These apparently had absolutely no logic whatsoever, since the majority of the time what was going on wasn't understood. But what was happening was part of this outline of conventional war.

It was during this period - and that is important - that the concept of "total war" was being developed. Elements which are no longer military enter into military doctrine. For example, in Vietnam, from the Tet offensive (1968) until the fall of Saigon (1975), the media again became a very important battle front. And so, the idea began to develop in the military that military power was not enough. It was necessary to incorporate others, such as the media. And also that the enemy could be attacked with economic measures, with political measures and with diplomacy, which is the game of the United Nations and of international organizations. Some countries create sabotage in order to secure the condemnation or censuring of others, which is called "diplomatic war."

All these wars followed the domino theory. It sounds ridiculous, but they were like two rivals playing dominoes with the rest of the population. One of the opponents would put down a piece, and the other would try to put his down in order to cut off the follow-up. It is the theory of that illustrious individual by the name of Kissinger, the Secretary of State for the United States government during the Vietnam era, who said: "We cannot abandon Vietnam because it would mean giving up the game of dominoes in Southeast Asia to the others." And that is why they did what they did in Vietnam.

It was also about trying to regain the logic of the Second World War. For most of the population, it [the Second World War] had been heroic. There was the image of the Marines liberating France from the dictatorship, liberating Italy from the Duce, liberating Germany from the military, the red army entering from all sides. The Second World War was supposedly waged in order to eliminate a danger for all humanity, that of national socialism. Thus the local wars attempted, one way or another, to regain the ideology of "we are acting in the defense of the free world." But now Moscow was in the role of national socialism. And Moscow, for its part, did the same thing: both superpowers tried to use the argument of "democracy" and the "free world", as each of them conceived it.

Afterwards came the Fourth World War, which destroyed everything from before, because the world is no longer the same, and the same strategy cannot be applied. The concept of "total war" was developed further: it is not only a war on all fronts, it is a war which can be anywhere, a total war in which the entire world is at stake. "Total war" means: at any moment, in any place, under any circumstances. The idea of fighting for one place in particular no longer exists. Now the fight can take place at any moment. There is no longer the concept of escalation of the conflict with threats, the taking of positions and attempts to reposition oneself. At any moment and in any circumstances, a conflict can arise. It can be domestic problem, it can be a dictator and everything which the last wars of the last five years have been, from Kosovo to the Persian Gulf War. The entire military routine of the Cold War has, thus, been destroyed.

It is not possible to make war, in the Fourth World War, under the criteria of the Third, because now I have to fight any place, I don't know where I'm going to have to fight, nor do I know when, I have to act rapidly, I don't even know what circumstances I'm going to have to prosecute this war. In order to resolve the problem, the military first developed the "rapid deployment" war. An example would be the Persian Gulf War, a war which involved a great accumulation of military force in a short period of time, a large military action in a short period of time, the conquering of territories and withdrawal. The invasion of Panama would be another example of rapid deployment. There is, in fact, a NATO contingent which is called "rapid intervention force." Rapid deployment is a large mass of military force which throws itself against the enemy and which makes no distinction between a children's hospital and a chemical weapons factory. That is what happened in Iraq: the smart bombs were quite stupid, they made no distinctions. And that's where they remained, because they realized that this is quite expensive, and it contributes very little. In Iraq they made an entire deployment, but there was no conquest of territory. There were the problems of the local protests, there were the international human rights observers.

They had to withdraw. Vietnam had already taught them that, in these instances, it is not prudent to insist: "No, we can't do this now," they said. They then moved on to the strategy of "projection of force." "Better to have forward positions in North American military bases all over the world, accumulating a great continental force which, in a matter of hours or days, will have the capacity to put in military units any place in the world." And they can, in fact, put in a division of four or five thousand men in the most distant point in the planet in four days, and more, constantly more.

But the projection of force has the problem of being based on local soldiers, or, rather, on US soldiers. They believe that, if the conflict is not resolved rapidly, the body bags, the dead, will begin arriving, like in Vietnam, and this could provoke many domestic protests in North America, or in whichever country. In order to avoid those problems, they abandoned the projection of force, making - let us be clear - mercantile calculations. They did not make calculations about the destruction of the human forces, or the natural ones, but of publicity and image. And so the war of projection was abandoned, and they went on to a model of war with local soldiers, more international help, more of a supranational body. Now it was not about sending soldiers, but of fighting by means of the soldiers who were there, helping them according to the basis of the conflict, and not using the model of a nation which declares war, but of a supranational body like the UN or NATO. The ones doing the dirty work are the local soldiers, and the ones in the newspapers are the Americans and the international support. This is the model. Protesting no longer works: it is not a war of the United States government. It's a war by NATO, and, besides, NATO is merely doing the favor of helping the UN.

Throughout the entire world, the restructuring of armies is so that they can confront a local conflict with international support under supranational cover, and under the disguise of humanitarian war. It has to do with saving the population from a genocide by killing it. And that is what happened in Kosovo. Milosevich waged a war against humanity: "If we confront Milosevich, we are defending humanity." That is the argument the NATO generals used and which brought so many problems to the European left: opposing NATO bombings implied supporting Milosevich, better, then, to support the NATO bombings. And Milosevich, you know, was armed by the United States. The military conception - which is what is now at play - is that the entirety of the world - whether Sri Lanka or any other country, the most distant one can think of - is now the backyard, because the globalized world produces simultaneity. And that is the problem: in this globalized world, anything that happens any place affects the new international order. The world is no longer the world, it's a village, and everything is very close. Therefore the great policemen of the world - especially the United States - have the right to intervene anywhere, at any time, under any circumstances. They can consider anything as a threat to their domestic security. They can easily decide that the indigenous uprising in Chiapas threatens the domestic security of North America, or the Tamils in Sri Lanka, or whatever you want. Any movement - and not necessarily armed - anyplace can be considered a threat to domestic security.

What is that has happened? The old strategies and old concepts of making war have collapsed. Let us see.

"Theatre of operations" is the military term for indicating the place where the war is going to occur. In the Third World War, Europe was the theatre of operations. Now it is not known where it is going to break out, it could be any place, it is no longer certain that it is going to be in Europe. Military doctrine moves from what is called "system" to what they call "versatility." "I have to be ready to do anything at any moment. A plan is no longer sufficient: now I need many plans, not just to construct a response to particular incidents, but to construct many military responses to specific incidents." This is where information technology intervenes. This change leads to moving from the systematic, the inflexible, the rigid, to the versatile, to that which can change from one moment to the next. And that is going to define the entire new military doctrine of armies, of military corps and of soldiers. This will be one element in the Fourth World War. The other will be the movement from "containment strategy" to that of "drawing out" or "extension": now it is not just about conquering territory, containing the enemy, now it is about prolonging the conflict to what they call "non-war acts." In the case of Chiapas, this has to do with taking out and putting in governments and municipal presidents, with human rights, with the media, etcetera.

Included in the new military conception is an intensification of the conquest of territory. This means that it is necessary to not only be concerned about the EZLN and its military force, but also about the church, the NGOs, international observers, the press, civilians, etcetera. There are no longer civilians and neutrals. The entire world is part of the conflict.

This implies that national armies are of no use, because they no longer have to defend Nation States. If there are no Nation States, what are they going to defend? Under the new doctrine, national armies go on to play the role of local police. The case of Mexico is quite clear: the Mexican Army is doing more and more police work, like the fight against drug trafficking, or this new body against organized crime which is called the Federal Preventative Police and which is made up of military personnel. It is about national armies turning into local police in the manner of a US comic book: a Super Cop, a Super Police. When the army in the former Yugoslavia was reorganized, it had to turn into a local police force, and NATO is going to be its Super Cop, its senior partner in political terms. The star is the supranational body, in this case NATO or the US army, and the extras are the local armies.

But national armies were built on the basis of a doctrine of "national security." If there are enemies or dangers to the security of a nation, their work is to maintain security, sometimes against an external enemy, sometimes against destabilizing domestic enemies. This is the doctrine of the Third World War or Cold War. Under these assumptions, national armies develop a national conscious which now makes it difficult to turn them into police friends of the Super Police. Thus the doctrine of national security must now be transformed into "national stability." The point is no longer defending the nation. Since the main enemy of national stability is drug trafficking, and drug trafficking is international, national armies which operate under the banner of national stability accept international aid or international interference from other countries.

The problem of again reordering national armies exists at the world level. Now we go down to America, and from there to Latin America. The process is a bit similar to that which took place in Europe and which was seen in the Kosovo war with NATO. In the case of Latin America, there is the Organization of American States, the OAS, with the Hemispheric Defense System. According to the former president of Argentina, Menem, all the countries of Latin America are threatened and we need to unite, destroying the national consciences of the armies, and to make a great army under the doctrine of a hemispheric defense system, using the argument of drug trafficking. Given that what is at stake is versatility - or the capacity to make war at any moment, in any place and under any circumstances - rehearsals begin. The few bastions of national defense which still exist must be destroyed by this hemispheric system. If it was Kosovo in Europe, in Latin America it is Colombia and Chiapas. How is this system of hemispheric defense constructed? In two ways. In Colombia, where the threat of drug trafficking is present, the government is asking for everyone's help: "We have to intervene because drug trafficking not only affects Colombia, but the entire continent." In the case of Chiapas, the concept of total war is applied. Everyone is a part, there are no neutrals, you are either an ally or you are an enemy.

The New Conquest

In the fragmentation process - turning the entire world into an archipelago - financial power wants to build a new shopping center which will have tourism and natural resources in Chiapas, Belize and Guatemala.

Apart from being full of oil and uranium, the problem is that it is full of indigenous. And the indigenous, in addition to not speaking Spanish, do not want credit cards, they do not produce, they are involved in planting maize, beans, chile, coffee, and they think about dancing to a marimba rather than using a computer. They are neither consumers nor producers. They are superfluous. And everything that is superfluous is expendable. But they do not want to go, and they do not want to stop being indigenous. There is more: their struggle is not to take over power. There struggle is to be recognized as Indian peoples, that their right to exist is recognized, without having to turn into other people.

But the problem is that here, in the land that is at war, in zapatista territory, are the main indigenous cultures, there are the languages and the largest oil deposits. There are the seven Indian peoples who participate in the EZLN, Tzeltal, Tzotzil, Tojolabal, Chol, Zoque, Mam and mestizos. This is the map of Chiapas: communities with an indigenous population and with oil, uranium and precious wood. For neoliberalism everything is merchandise, it is sold, it is exploited. And these indigenous come to say no, that the land is mother, it is the depository of culture, that history lives here, and the dead live here. Absolutely absurd things that cannot be entered on any computer and which are not listed on a stock exchange. And there is no way to convince them to be good, to learn to think right, they simply do not want to. They even rose up in arms. This is why - we say - that the Mexican government does not want to make peace: it is because they want to do away with this enemy and turn this land to desert, afterwards reorganizing it and setting it to operate as a huge shopping center, a Mall in the Mexican Southeast. The EZLN supports the Indian peoples, and is, in this way, an enemy, but not the main one. It is not enough to sort things out with the EZLN, even worse if sorting things out with the EZLN means renouncing this land, because that will mean peace in Chiapas, it will mean renouncing the conquest of a land rich in oil, in precious woods and uranium. This is why they have not done so and are not going to do so.

Google Calls The Wall Street Journal 'Confused'

The Wall Street Journal ran a story last night suggesting that Google (NSDQ: GOOG) has been trying to convince network operators to give its traffic preference to that of others. If true, the idea would have been a serious blow to the idea of Net neutrality. Google says the Journal got it wrong.

I read the Journal's story last night and had my reservations. In the original article, it reported, "Google Inc. has approached major cable and phone companies that carry Internet traffic with a proposal to create a fast lane for its own content, according to documents... Google has traditionally been one of the loudest advocates of equal network access for all content providers."

Google's idea, called OpenEdge, would position some of Google's servers within the Internet service providers' networks. This would have provided a "fast lane" for Google's traffic.

If this scenario played out, it would have had a dramatic affect on the Internet and its denizens. Powerful companies such as Google could get preferential treatment and leave less-powerful competitors in the dust. If true, this scenario also would have completed Google's switch to the "dark side." There's no way it could say its motto, "Don't be evil," plays any sort of role in how Google runs its business.

This morning, says the AP, Google responded via a blog post written by Richard Whitt, Google's Washington-based telecom and media counsel. He said, "Google remains strongly committed to the principle of Net neutrality, and we will continue to work with policymakers in the years ahead to keep the Internet free and open."

He calls the Journal's report a misunderstanding, and that Google isn't trying to get preferential treatment.

I think the story isn't so black and white. Whether or not the Journal misunderstood Google's intent, we need to hear directly from the players involved. That means Google CEO Eric Schmidt, and from the management of the Internet service providers with which Google is supposedly talking.

What say ye, Schmidt? What's the real story here?

SEC Requiring Big Companies Use XBRL By Mid-2009

XBRL electronic tags, which are like bar codes, can be attached to each piece of financial data such as earnings per share and revenue.


WASHINGTON - Some of the largest U.S. companies will have to file financial reports next year using technology that makes it easier for investors to read and analyze the data under a rule adopted by U.S. Securities and Exchange Commission Wednesday.

The SEC voted 4-1 to require 500 of the largest public companies to begin filing financial reports using the technology known as XBRL, or extensible business reporting language, by mid-2009.

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The rest of the companies will be phased in over a two-year period, the SEC said.

Companies will be required to use XBRL electronic tags, which are like bar codes and can be attached to each piece of financial data such as earnings per share and revenue.

SEC Chairman Christopher Cox, who has championed interactive data and pushed the agency to make more use of Internet, said the new format would make it easier for investors to analyze data.

The SEC also voted 4-1 in favor of requiring mutual funds to file their risk and return information using XBRL to make it easier for investors to analyze funds' performance, risk and fees.

The mutual fund's risk and return summary includes information about a fund's investment objectives and strategies, risks, expenses and performance.

The SEC said funds will be required to file the data using the electronic tags by Jan. 1, 2011 -- about a year later than its previous proposal -- to give funds more time to prepare for the transition.

The mutual fund industry had urged the SEC to slow down and said a fund could potentially face liability under the securities laws for providing an XBRL file that was not identical to the official filing.

Commissioner Luis Aguilar was the sole dissenter and said he could not support the rules because it would compromise investor protection.

"In these times of market turmoil, investors need to know that the SEC is looking out for them," Aguilar said. (Reporting by Rachelle Younglai, Editing by Leslie Gevirtz and Andre Grenon)

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Partnership

Its take more than a handshake to form a partnership. written agreement is required.

Partnership or firm as it is often called is the 2nd stage in the evolution of forms of business organization. Partnership as a form of business organization grew out of the limitations of individual proprietorship.
A partnership is an association of two at more persons to carry on as co owners of a business and to share its profits and losses. Section 4 of the Partnership Act defines partnership as “the relation between persons who have agreed to share the profits of a business carried on by all or any one of them acting for all.

Partnership is an association of two or more individuals (but not more than 20) who agree to share the profits of a lawful business which is managed and carried on either by all or by any, or some of them acting for all

Partnership agreement in writing is called partnership deed. Partnership deed is a document which is signed by all the partners and which contains all the matters determining and governing the mutual rights, duties and liabilities of the partners in the conduct and management of the affairs of the partnership.

The partners of a firm are broadly divided into three main categories. General Partners, Special Partners and Other Partners.

Partnership and co-ownership have different meanings. In partnership, there is an association of two or more, persons who carry on common business for earning profit. They share its profits and losses as per oral or verbal agreement.

The duties, rights and liabilities of partners in the conduct and management of the affairs of the partnership are contained in its partnership deed. However, if on any point, the deed is silent, then the relevant rule of the Partnership Act, 1932, will apply.

Reconstitution of Partnership or Admission and Withdrawal of Partners in a Firm
According to the Partnership Act, no new partner can be taken in a firm without the consent of all the existing partners. The new partner when admitted is called ‘incoming partner’. An incoming partner is not liable for any act of the firm done before he became a partner.

The Position of a Minor in Partnership
A minor partner is a partner who is not major (not completed 18 years). A minor cannot enter into a contract according to Section 20 of Partnership Act. A contract with minor is void.

Partnership is the result of an agreement between persons (minimum 2 maximum 20) who agree to carry on a lawful business with the object of earning profit.

Main Responsibility of Business to Society

The main responsibilities of business to society are given in brief as under:

(A) To the shareholders

(i) Fair and judicious use of capital.
(ii) Payment of proper dividends.
(iii) Holding annual meetings with the shareholders.
(B) To the Employees
(i) Fair remuneration.
(ii) Treating workers as human beings.
(iii) Providing healthy work environment.
(iv) Developing the skill of workers through proper education and training.
(v) Provision of retirement benefits.
(vi) Proper motivation of the employees.

(C) To the Suppliers of Inputs
(i) Prompt payment.
(ii) No undue discrimination among suppliers
(iii) No harassment

(D) To the Customers
(i) Provision of goods in adequate quantity.
(ii) Maintaining the standard and quality of goods.
(iii) Charging reasonable prices.
(iv) Attending complaints of the customers promptly.
(v) Bringing new and better products through research.

(E) To the Government
(i) Payment of due taxes.
(ii) Observing the rules enforced by the state from time to time.
(iii) Donations to community development.
(iv) Following the objects and ideals of the state.
(v) Supporting and strengthening the free enterprise system.

(F) To the Neighborhood
(i) Must not pollute its air and water.
(ii) Should not misuse the local infrastructure.
(iii) Maintain friendly relations.
(iv) Contributing liberally to the uplift of the locality particularly in welfare institutions.

Functions Of A Modern Business

What is business?
Business is an economic activity. It relates to all those activities which are related to the production and distribution of goods and services for earning of profit. Business also includes those activities which indirectly help in production and exchange of goods such as transport, insurance, banking, warehousing etc.

Now-a-days, the values of the society t changed. People expect more from the business than merely earning of profits. The society expects now from the business that it should play on active role in reducing the ills of society such as environment pollution, unemployment’s, education backwardness, lack of medical facilities. Profit making, thus, should not be the sole objective of business. Its objective should also beta serve the society


Functions of a modern business
The modern business is subject to fast changes It is increasing in size, number and form with the passage of time. The main functions performed by a modern business! in brief, are as under

(1) Production funclion
The main function of a business is to produce goods and services that satisfy human wants and sell them at profit to the consumers the process of raising crops, removing materials from mines. Forests, manufacturing raw material into semi finished or finished goods to satisfy the requirements of consumers etc. fall under production. In the present age of mass production and specialization, only that business will survive which makes the best use of resources (in puts) produces quality goods and sells them at competitive prices in the market.

(2) Financial function
Another important function of a business is to secure finance to operate it a continuous supply of funds is required to run the business. Basically, there are two sources of rising funds (1) Owner’s capital (2) borrowed funds. A business can carry on its operations with its own resources or can avail of both the sources for meeting its working and fixed capita’ requirements Nowadays most of the big business is tamed on by joint stock companies and they raise their capita mostly through the issue of shares.

(3) Management functions
In modern business of today, human resource management is considered very essential. Management is the process of getting things done through others. Management is principally the task of planning, coordinating, motivating and controlling the efforts of others towards a specific objective.

(4) Innovation functions
In the modern days of competition, innovation is the life blood of business. The innovative function is based on two elements (1) Individual should be encouraged to create new idea and (ii) communicate free and criticize products and goods An organization needs new ideas to keep it healthy, stable and dynamic

(5) Organizational function
A modern business should have a sound organizational structure Sound organization help, in the elimination of duplicate activities in the business, efficient use of spec talent, economic use of equipments, economies in transportation and distribution, encourages product growth and profit of the business.

(6) Controlling function
The purpose of controlling function is to examine the past and present activities of business. l the manager finds, that the performance in his area of control is falling from รจ standard, he takes quic1 action to correct it.

(7) Motivating function
In order to improve the overall performance in a business, it is essential that the efficiency of the employees should be increased. Motivation is an important factor which encourages employees to give their best performance and help in reaching tile business goals.

(8) Risk taking functions
Every business faces risks and uncertainties. Risk is caused by some unfavorable and undesirable events. Some risks are such that they can be reduced but cannot all be avoided. However, some risks can be shared W others through insurance. A business manager, therefore, must determine the risks a business faces He should then find out the ways to guard against them.

(9) Marketing functions
Marketing is a very important business function of 20th century. Marketing is the performance of business activities that direct the flow of goods and services from producers to consumers. Marketing functions include buying and selling of goods, transportation and storage, risk taking) research, product designing etc.

(10) Social responsibility function
In the late 1980’s it was discovered that the nations are running out of clean, air and water in urban areas due to industrial expansion. U is now increasingly realized that the business should share the social costs of pollution. The business should play an active role in reducing ills of the society.

Forces inducing businessmen to be socially responsible
The main forces which are inducing businessmen to be socially responsible are as follows:

(a) The pressure of public opinion
(b) Force of trade unions in industry.
(c) The growing public opinion about maintenance of the quality of life and prevention of pollution.
(d) The threat of public regulations and fear of nationalization of business.