Small Business Management Essay Example | Topics and Well Written Essays - 3250 words

Small Business Management - Essay Example These businesses have an entrepreneurial tool that allows them to effectively compete with other small businesses and with the large corporations in the market. Integrity and responsibility plays a significant role in enabling small businesses to excel in customer service and in good product quality. Customers always respond to evidenced integrity by being aware of the business’ ethical issues. Innovation is also central to small businesses’ success. Small business entrepreneurs excel by seeing opportunities and business ideas differently through innovative approach to business (DTI, 2001). Innovation allows small businesses to compete with the large corporations, such innovations are not only reflected by the new products but are also reflected by the way business carries out business, the involved business processes, technology and leadership approaches. According to Gooderl et al (2005, p. 10), small businesses differ from other types of businesses in terms of potent ial for growth. Some of the small businesses have promising startups implying that they have potential to drastically attain significant profitability and size. Other small businesses have marginal startups implying that they lack such prospects. Small businesses offer great rewards to their owners, some of the small businesses rise to become multinationals. ... economy; its future strength and growth potential. There are various scholars who have written about small businesses and their growth and have provided the various benefits related to small businesses in an economy. Small businesses in U.K. have played an important role in reducing unemployment, improving people’s living standards and improving performance of the economy (Moore 2008, p. 249). Small business sector is thus vital in boosting of the economy. It is the small businesses that are translated to the medium and the large businesses allowing for continued flow of new small businesses. Despite the importance of small business sector to the country’s economic growth, U.K. is still dominated by the large corporations, which on average prove more innovative than the small firms. However, the economy has shown increasing growth of small business companies in the various sectors and the government has been supportive to the sector. Besides the contribution made by the small businesses sector to the U.K. economy, there are various other factors that reflect people desire to invest in entrepreneurship. There are various reasons that facilitate growth of small businesses that emanate from the owners or the entrepreneurs. There are few studies that have been on done exploring the relationship between the theory and small business management and the management behaviours of these businesses. This study will explore the small business sector by identifying one small business in U.K and examining the various aspects of the firm and relating them to the existing theories and literature on small business management. This study will seek to answer some of the following questions: What are the reasons that influenced the entrepreneurs of the

European Union Law Essay Example | Topics and Well Written Essays - 2000 words

European Union Law - Essay Example On concern is the manner at which the individuals are identified for their tasks and the level of professionalism upon which they execute these missions. Evaluation and Analysis Upon placing the whole idea under the international sporting arena, a series of issues raise for the concern. Such issues are developed along the regions of concern, such as the accountability crisis, the aspects of infringe of the international human rights, and the suitability of the firms. Such concerns are further magnified when the provisions of the charter for fundamental rights are considered. However, the development in the international sporting arena across various states of Europe has lead to the invoke of this model of security. A paramount concern towards the adoption of this measure is the violent based riots that broke out in the autumn of 2010 across various sporting destinations in Europe. The event indicated the existence of a major loophole on the ability of the private military and securit y companies in providing security in this model of assignments (Reg A6-0471/2006). Various issues of concern were developed while considering this option. Amongst them is the efficiency of the responsible firms in addressing such crisis. Also considered was the policy that sees the involvement of the police when the crisis gets out of control. However, the first issue still remains much prominent in the whole debate. Subsequently, the other side effects that may be associated to the deployment of these private security firms are also eminent (Zarate 1998). The enactment of the legislation that foresees the deployment of the Private Military and Security Companies in offering security services in international sporting arena, across member states of the European Union, has series of loopholes for consideration (Krahmann 2005). Amongst them is the concern over the training of the staff involved in the execution of the security measures. Reading from the findings of the report on autum n of 2010 riots, the manner in which the Private Military and Security Companies entrusted with security handled the matter leaves much to be desired. This is with regards to the numerous concerns on the violation of the international human rights as well as the provision of the charter of fundamental rights. Illegal detentions, as well as the utilization of uncouth tactics in the interrogation of the suspects were highly highlighted (Avant, 2005, p56) On this regard, it is vital to analyze the wave of mandate accredited to the Private Military and Security Companies. Chief focus is laid against issues such as the detention and he interrogation of the suspects. Focusing on the policy in exercise, the key objectives are nested on the containing of the violence, apparently referred to as hooliganism. This is achieved via the evaluation of the weakness in the current system and establishing methodologies of sealing the loopholes. However, the process deployed by the legislation from th e European Union seems to undermine the imperial threat that lead to the crisis in the initial consideration. This reflects on the capability and the potential of the private military and security companies in addressing security crisis of the magnitude experienced in 2010. In effort to address such loopholes, the proposed act seeks to establish a mutual co-relationship between the law enforcement

Difficulties of HR in managing multicultural workforce Essay

Difficulties of HR in managing multicultural workforce - Essay Example Team cohesiveness and task identity were predictors of collaborative problem solving and productivity for R & D teams (Dailey, 1978). Cooperation and collaboration is essential for team success.† Paraphrasing The author suggests that the negative aspects of a culturally diverse team can be reduced by ensuring that team members are not frequently changed. If team members stay together for an elongated period of time then they begin to understand each others’ style of working and know what to expect from the other individual. Team members tend to start cooperating with each other (irrespective of their cultural differences) if they stay together in the same team. The authors stated that team cooperation and collaboration are important elements for any team’s success. Commentary This paragraph is important for the chosen research topic as it highlights an important technique that can be useful to make teams more productive and successful. Many organizations do not fo llow this approach and have no awareness about the importance of keeping team members in the same team structure. This approach can reduce many difficulties for the HR department since instances of lack of coordination between team members can be significantly reduced with this approach. Source: Tilker, Lutz. â€Å"Managing diversity†, SpencerStuart, 2004. ... Diversity management helps to recruit and retain staff because companies take account of the different circumstances of current and potential employees. It strengthens innovation because diversity produces more creativity. And it improves the corporate image because diversity reflects important social values. Paraphrasing The author explains that effective cultural diversity management can prove to increase revenues and corporate value for the company. The improvement in business is due to the provision of better customer service and meeting their requirements in a fitting manner. The author quoted a research of another researcher, who stated that companies with better diversity management techniques are known to be more successful. Such companies are able to understand the problems of existing and new employees therefore they are able to retain more employees than other companies. The author also agreed that diversity promotes creativity in the business processes of the organization and it also helps to attain a positive image for the company. Commentary This paragraph is important for the research since it points out the benefits of embracing multicultural workforces in organizations. Some of the appealing benefits are increased profits, better image of the company and promotion of creativity. This research finding will support the benefits in the research study. Source: Chartered Institute of Personnel and development, â€Å"Managing diversity measuring success†, Change Agenda, 2005. For a multinational corporation, having workforce diversity may help it to be better at dealing with the diverse cultures it operates in and to design and implement strategies to improve market penetration and product differentiation through greater

HOUSE OF THE SLEEPING BEAUTIES by Kawabata. Do you agree with Eguchi Essay

HOUSE OF THE SLEEPING BEAUTIES by Kawabata. Do you agree with Eguchi that sex and death are related - Essay Example This could be said either to be true just of this book or also of real life. It is a given that all things are related somehow. This can be looked at from an elemental standpoint. Fundamentally, humans are primally focused on the will to survive and avoid death as well as the will to attain sexual gratification from another individual. Death is something so organic in nature. It returns human bodies to a carbonic state and ends a cycle. Sex is certainly a natural and universal motivator, that it only makes sense to see a link between the two most natural and unavoidable acts a human will engage in. No one is free from impending death or an end at some point in there life whereas sex can be a beginning or a place of origin. We are born as a result of sex in most cases and then return to the earth via death. This is a basic and certain connection between sex and d death. Kawabata is known for his strange parallels between the things which we may consider to be dark such as death and sadness; and things which we may consider to be good such as beauty and sex. These parallels are acceptable because Kawabata is capable of bringing the two opposites together onto a common plane. In the case of this particular work by Kawabata, Eguchi is a character who finds himself in the house of the sleeping beauties which is essentially a bordello that offers a night‘s sleep with heavily sedated women who almost appear to be corpses. This is the direct link to the connection between sex and death which essentially meets one with the other in a halfway point of necrophilia. Eguchiis damaged due to the death of his wife and therefore seems to have a fixation on the issue of death and women as they converge. This house of â€Å"sleeping beauties† seems to give the impression that men might find this the most ideal situation regarding a relationship with a woman or a sense of companionship, since the women are essentially in a

Chinatown Case Study Example | Topics and Well Written Essays - 1000 words

Chinatown - Case Study Example Water has a sexual meaning in the movie and this is portrayed by the different characters present lie Jake and Cross from the movie. Water is a very essential commodity for both internal and external use. Poor planning in the water system may not achieve the desired effect on urban planning because good urban centers have stable water supply system. Transparency in the urban water commission enhances urban development as individuals are attracted to places with availability of such factors like water and security. Urban centers are characterized by large populations who cannot stay permanently in areas without water for a long period, therefore, most urban planers take into consideration the availability of water when erecting structures or drawing up the map of a new urban center. Suburbanization is eminent in Chinatown movie by the culture presented by the film producer in the movie. A perfect example of the differences in the suburbs is the presence of the Mall which greatly differs in the different areas mentioned in the movie. Urban growth and suburbanization are a process where developments happen gradually and within a set period of time. It is traced through the obscure era when there was scarcity of resources to an era when the mission of drought management, water quality and good control of the environment is achieved. Urban growth must be accompanied by a tremendous increase in the population of individuals within a given urban center. The increase in the urban centers will promote the development of suburbanization since there will emerge class difference amongst the individuals living in the area. Political corruption is an issue of concern in Chinatown movie. An example is that Polanski flees from the unfair verdict of the judge who was corrupt and wanted to wreck political career. The movie is filled with issue of political and moral corruption and this lies the political planning of the movie.

Social Consequences Essay Example for Free

Social Consequences Essay One of the most significant social consequences during the Industrial Revolution was child labor. During the late 1700s up until the Factory Act of 1833, children as young as six were working on average 12-14 hours a day in factories for little to no pay. The conditions in factories were deplorable, and the child workers were frequently forced to work with dangerous, heavy equipment. There were many accidents in these factories that resulted in children being seriously injured and even killed at work. Orphans were often taken advantage of and used as slave labor. The young children who were not old enough to work with the machines, often worked as assistants to adult workers in the factory, who would beat them. Punishments like weighting, where a heavy weight was tied to the childs neck while he walked up and down the hallway to serve as an example for the other children, were often used when children showed up to work late or did not reach their quotas (Child Labor). Another consequence of the Industrial Revolution was the result of pollution from all of the new factories. Smog was created by the burning of coal to run the factories, causing many people to develop respiratory issues. The smog caused the people of London to experience a general decline in health, including soldiers in the Crimean War, which caused their performance to suffer (Kasa). Capitalism The rapid growth of manufacturers lead to people investing in factories, new inventions and innovations, and increased production and higher demands for raw materials. Adam Smith, in his book The Wealth of Nations, wrote about the idea that production of wealth would increase if people pursued their self-interest in 1776, just before the Industrial Revolution took off. He went on to describe the division of labor, that is breaking the manufacturing of a product into several easier tasks to be done by separate people, commonly called an assembly line. The Industrial Revolution brought  to life Smiths ideas of division of labor and economic individualism with unrestrained competition, essentially birthing capitalism (Miller). Communist Theory Prior to the First Industrial revolution, manufacturing of goods was done in peoples homes using basic machines and hand tools. Industrialization gave way to powered machinery, factories and mass production. This brought an increased variety of goods and a better standard of living for some, and for many of the poor and working classes it brought dismal living conditions and grim employment options (Industrial Revolution). Capitalism emphasized greed, relied on rankings, and failed to recognize the economic importance of the â€Å"women’s work† of caring and care giving. In these and other ways, capitalism sparked the beginning of Communist theory that society should be publicly owned and each person paid according to their abilities and societys needs rather than a free competitive market (Capitalism Socialism). Differences Under Communism, all property is owned by the community. There is no government or class division, and instead of an exchanging of money, each person contributes to society to their full potential and takes from the society only what they need, ideally creating a balance. The society makes decisions that benefit the people as a whole, not individuals. Capitalism as an economic and political system however, necessitates individuals owning property and industry and encourages competition for resources as a means of increasing wealth and individual success, rather than directly benefiting society as a whole (Anglin, Bronwyn. 2014). References Anglin, M.R., and Bronwyn, Harris. What is the Difference Between Capitalism and Socialism?. WiseGeek. Conjecture, 23 Aug. 2014. Web. 1 Sept. 2014. . Capitalism Socialism: Two Old Economic Visions. Center for Partnership Studies. N.p., n.d. Web. 1 Sept. 2014. . Child labor in Factories During the Industrial Revolution. Child labor in Factories During the Industrial Revolution. N.p., n.d. Web. 31 Aug. 2014. . Industrial Revolution. History.com. AE Television Networks, n.d. Web. 1 Sept. 2014. . Kasa, Sjur. Industrial Revolutions and Environment Problems. Cas Oslo. Norweigen Academy for Science and Letters, n.d. Web. 1 Sept. 2014. . Miller, Donald L. . A Bio. of America: The Rise of Capitalism Transcript. Annenberg Learner. N.p., n.d. Web. 1 Sept. 2014. .

Health promotion within the midwifery profession

Health promotion within the midwifery profession This essay will focus on smoking and diet in relation to health promotion within the midwifery profession. Smoking and diet are two main areas of health promotion, which are addressed within the role of the midwife. Smoking and types of diet are both choices which women choose to make, both of which can affect their own health and the health of their child. Smoking is known to have negative effects on pregnancy. There have been many recent public health campaigns which encourage smoking cessation; the reasons for this will be discussed in relation to maternal and fetal heatlh. Diet is an extensive topic and an unhealthy diet can affect pregnancy in various ways. The subtopics of vitamin deficiencies and obesity will be discussed as they are both relevant to todays population of women within the UK. It is a midwives role to promote a healthy diet and lifestyle; as set out by The Royal College of Midwives, and the Nursing and Midwifery council, whom provide rules, regulations and standards which midwives must adhere to when practicing. Evidence based guidelines are also set out by the National Institute for Clinical Excellence, Centre for Maternal and Child Enquiries and the Royal College of Obstetricians and Gynaecologists to improve the way in which midwives practice. Both rules and guidelines aim to provide training which enable midwives to promote a healthy diet and lifestyle to optimise the health of the woman and her developing fetus prior to and during pregnancy. Being healthy means different things to different people. There are many different definitions of health. The medical model, now common in the 20th century, defines health as being the absence of illness and presence of a good bodily function. However, this definition does not take into account social or mental factors and focuses on treatment rather than prevention which may be considered as reductionist and negative (Scriven 2010). Whereas a holistic definition, by The World Health Organisation (1948), states that health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity. Even though the holistic model may be praised for acknowledging that mental and social factors effect health, WHOs definition has been heavily criticised for being too idealistic and would consider many people unhealthy (Scriven 2010). In relation to midwifery it is important to promote health, as a healthy diet and lifestyle prior to and during pregnan cy improves the chances of a successful pregnancy. It is a midwives role to promote health and wellbeing of women and their babies (NMC, 2008). Health promotion, as described by Scriven (2010), is said to be improving, advancing, supporting, encouraging and placing health higher on personal and public agendas. Midwives use health promotion models and approaches to enable a common value to be made clear; allowing all team members to work towards the same goal. As a result, effective communication between midwives is more likely, and therefore the quality of health promotion given to women is improved (Bowden 2006). Commonly, Tannahills model of health promotion, developed by Downie et al (1996), lends itself well to midwifery practice. The model mainly focuses on health education, health protection and preventing ill-health. These three main topics overlap; in which health promoting activities may fall. Child vaccination programmes implemented by the NHS is an example of health protection overlapping with ill-health prevention that oc curs in practice (Bowden 2006).This example emphasises the positive feature of the model; being able to carry out both objectives of improving health and preventing disease (Sykes 2007). The educational approach is often used within this model whereby the midwife gives facts and information to the women who may then choose to act on the information given, or not (Bowden 2006). Similarly, the behaviour change approach is commonly used in midwifery when encouraging women to change her attitudes or beliefs to adopt a healthier lifestyle (Bowden 2006). There are many health promotions approaches and models. However, no specific model is relevant to every woman. Each woman will have individual needs and therefore requires an individual assessment in relation to health promotion. Recently smoking has been the centre of health promotion. It is generally accepted that smoking in pregnancy has detrimental effects on fetal growth. Conter et al (1995) found that women who smoked cigarettes during pregnancy were more likely to have a baby with a lower birth weight than babies born to women who did not smoke during pregnancy. Carbon monoxide, inhaled in cigarette smoke, combines more readily with haemoglobin than oxygen (Sherwood, 2006). As a result, the maternal blood supplies less oxygen to the fetus for growth and development; often resulting in low-birth-weight babies. Lumley et al (2009) undertook a systematic review and concluded that methods which encourage women to quit smoking while pregnant reduce the amount of women who continue to smoke in late pregnancy, as well as reducing low birth weights and pre-term birth. However, some women may argue that it is desirable to have a smaller baby as they assume labour will be shorter and less painful, and therefore will not stop smoking. The midwife must explain that this is untrue and there are serious health implications to herself and her child. It is well-known that babies born with a low-birth weight are more likely to die in their first year of life, or require special educational needs during childhood (RCM 2003). Maternal smoking is thought to increase the risk of miscarriage. Abnormal placentation is a cause of spontaneous abortion of which is linked to increased blood pressure; an adverse effect of smoking (Stables and Rankin, 2010). However, research findings are inconclusive. Similarly, maternal smoking is known to increase the likelihood of sudden infant death syndrome (SIDS). Blair et al (1996) found that the risk of sudden infant death rose with maternal smoking. Postnatal infant exposure to tobacco smoke was also seen to increase the likelihood of SIDS. It can therefore be concluded that antenatal care that encourages smoking cessation during pregnancy and reduces exposure to tobacco smoke in the postnatal environment may help to reduce stillbirths and infant deaths. However, the link between smoking and SIDS is not directional as the causes of SIDS are not yet known. Considering the possible consequences of smoking in pregnancy, it is important that midwives offer help and support to women and their families to encourage smoking cessation. NICE (2010) has recommended that midwives should breath test pregnant women for carbon monoxide levels at booking and antenatal appointments. However, this method may be unreliable as carbon monoxide levels fall quickly in expired breath, and therefore is likely to fail to observe carbon monoxide levels associated with low-levels of smoking. Furthermore, such a test may be considered invasive as some women may not want to disclose their smoking status or. Many women may also feel discouraged to attend antenatal appointments in fear of being judged by the midwife if they have not, or do not want to quit smoking. This may prevent midwives from promoting health if they do not get to speak to, support and educate the women during their antenatal visits. Alternatively, all smoking pregnant women should be given guidance and referred to NHS Stop Smoking Services (NICE 2010). Such services are designed to provide evidence-based non-judgemental support to people who want to stop smoking. It is the responsibility of the midwife to refer women to another practitioner if their health or wellbeing would benefit from doing so (NMC 2008). This may include referral to an especially trained midwife to support pregnant women in stopping smoking. This may enable women to see the same midwife regularly, enabling a midwife-woman relationship to be formed. Therefore women may feel a greater level of support provided by the midwife; increasing the likelihood of smoking cessation. Yet a shortage of midwives may prevent this and instead become a barrier to the further improvement of effective health promotion and smoking cessation services. Successful smoking cessation not only involves educating pregnant women, but their families too. Ashford et al (2009) suggested that it is significantly important that a womans partner and family are well educated by health professionals about the effects of second hand smoke to maintain a smoke-free home to prevent postpartum relapse rates. It is the responsibility of the midwife to ensure that the pregnant woman and her family are aware of the psychological and physical effects of passive smoking. In response to this, a midwife may offer information to women and her family regarding nicotine replacement therapy to encourage cessation. Smoking cessation advice given with the provision of nicotine replacement therapy is a typical intervention in relation to the prevention health education domain of the Tannahill model (Sykes 2007). For most smokers motivation to stop smoking is key. Yet for many women and their partners the presence or planning of a pregnancy is sufficient motivation (Heggie 2006). However, in practice, the midwife may not only provide information about the health benefits of smoking cessation, but the social and financial too. Financial savings can be large and seen quickly, a possible appealing factor to stopping smoking. Socially, women may be able re-build relationships with non-smoking friends; a good source of support to prevent smoking relapse (Heggie 2006). Considering time constraints which often cause a barrier to effective health promotion by the midwife, discussions related to smoking may be brief or an information overload. The midwife may use visual aids such as leaflets, pictures and tables may improve the likelihood that the information is understood, hopefully improving the likelihood that the woman would choose to quit smoking. When encouraging women to quit smoking, the midwi fe commonly uses educational and behaviour-change models, to inform and encourage women to improve their lifestyle for the benefit of her own and the health of her baby. It is equally important that midwives provide pregnant women with information on diet and nutrition as well as smoking in relation to promoting health. It is essential that a pregnant woman has a good nutritional intake, prior to conception and during pregnancy as the developing fetus requires basic nutritional substances for the development of vital structures and systems (Stables and Rankin, 2010). It is generally advised that pregnant women should consume a balanced diet, rich in fruit, vegetables, dairy and starchy carbohydrates. A poor nutritional intake can lead to deficiencies which can cause fetal deformities. An example of this is folic acid; a vitamin essential for the development of DNA and the nervous system. A deficiency of folic acid in early pregnancy can lead to neural tube defects such as spina bifida. During the first 4 weeks of pregnancy, the neural tube is developing, which is often before a woman realises she is pregnant. It would then be recommended to take folic acid as soon as possible, up until 12 weeks of pregnancy, as well as eating a range of foods rich in folic acid such as leafy green vegetables, citrus fruits and fortified cereals (Hunter et al, 2003). Similarly, vitamin D is also important during pregnancy. Women who are not regularly exposed to sunlight or do not eat fish nor dairy, may have a deficiency in vitamin D. Vitamin D assists with the absorption of calcium, essential for the formation of the developing bones and teeth of the fetus (Hunter et al, 2003). However, a randomised control trial conducted by Abdel-Aleem et al (2009) concluded that there are no noticeable effects on fetal or infant growth born to women who received calcium supplementation during pregnancy. Yet, it is difficult to generalise these findings to western cultures as participants were from eastern cultures such as India, South Africa and Vietnam. In contrast, women who over-eat are also at risk during pregnancy. Obesity is becoming an increasing problem for women within the UK. The NHS UK obesity statistics (2010) state that in 2008 25% of women aged 16 and aver were classed as obese. Pregnant women with a Body Mass Index of à ¢Ã¢â‚¬ °Ã‚ ¤30 kg/m2 at the first antenatal consultation are considered obese (CMACE RCOG, 2010). In obesity, fatty deposits to build up within the arteries, causing blockages. This can cause hypertension, of which can increase the chances of preeclampsia; a hypertensive disorder of pregnancy. OBrien et al (2003) found that the risk of preeclampsia doubled in women with a greater pre-pregnancy body mass index. In response to many findings suggesting that obesity has adverse effects on pregnancy, it may be concluded that pre-pregnancy healthy eating advice and weight loss programmes may be beneficial. Due to the extensive effects that diet can have on pregnancy, it is important that the midwife addresses the importance of a healthy diet to women in her care. It is essential that midwives consider a womans lifestyle in relation to her diet. Many women may have a busy lifestyle where they are unable to regularly exercise and prepare meals with fresh ingredients; possibly a contributing factor of obesity. The Centre for Maternal and Child Enquiries and The Royal College of Obstetricians and Gynaecologists (2010) released guidelines in relation to the management of women with obesity in pregnancy. This allows specific guidelines for midwives to follow to provide extra support for women with obesity. Even though the guidelines focus on pregnant women with a body mass index greater than 30 kg/m2, the recommendations can be adapted for women whose body mass index is just below this obesity threshold if considered beneficial. The midwife should spend time during the booking interview to explaining the importance of specific nutrients in relation to her own and her babys health. NICE (2008) suggests that all pregnant women should be advised of the importance of folic acid supplementation prior to and during the first 12 weeks of pregnancy. All women should also be informed about where to get folic acid, which foods contain folic acid, and the recommended daily dose of 400 micrograms per day to prevent less-educated women from not accessing the supplement. Supplementation of pre-pregnancy folic acid is an example of the prevention of ill-health and disease domain of the Tannahils model that occurs in practice (Bowden 2006). Also, it is important a midwife explains which foods should be avoided and why. However, women may choose not to eat nutrient-rich foods because they do not like them. In response, a midwife should provide information on practice alternatives and changes to encourage a healthier diet. Again, this is an example of the behaviour-change and educational models in practice. However, some suggestions may be costly, for example, increasing fruit and vegetable intake or extra nutritional supplements. Hence the midwife should have an up-to-date knowledge of financial benefits that pregnant women can claim, to prevent less economically advantaged women in from being disadvantaged. Again, time restraints may be a barrier to providing health related information to enable women to make informed choices about their diet. Therefore the midwives communication must be effective to ensure that women understand the information. It is part of a midwives role to communicate effectively (NMC 2008). More than one form of communication is more effective in increasing understanding, than only using one (Kerr et al, 2005). In practice, the midwife may therefore discuss a nutritional need then provide leaflets and web addresses with references so women can access further information to enable their informed choice. In addition, during booking, the midwife provides a free copy of the pregnancy book to every woman. The book aims to provide extra information and support for expectant mums and partners, Different aspects of pregnancy are explained to optimise the health and wellbeing of the mother and baby. NICE (2008) states that all pregnant women should receive information regarding the importance of their own and their babys health during the booking interview and antenatal appointments. Often this includes discussing the womans smoking status, diet and the environment which effects this. This includes assessing a women and her baby, providing up to date and accurate information in relation to their health, and if necessary referral to other health related services. The midwife is responsible for updating her own knowledge and skills to ensure that women receive the most up to date care and information. When delivering effective care, the midwife must ensure that she treats each woman as an individual, with respect, dignity, and kindness to enable women to trust her midwife with her health and wellbeing (NMC 2008). In conclusion, the midwife has a vital role in promoting health in relation to smoking and diet. Smoking and a poor diet during pregnancy can have serious adverse effects on the mother and baby. Often the main point of contact during pregnancy, the midwife provides essential information and support to women and her family with the health of the mother and baby at heart. By adhering to rules, standards and guidelines the midwife can ensure that the care provided is of the highest standard. Midwives understand that each woman is an individual and her needs are assessed on an individual basis, with a non-judgemental, caring nature. It is essential that a midwife fulfils her role in promoting a balanced, healthy diet and lifestyle prior to and during pregnancy to improve the chances of a successful pregnancy outcome. Word count: 2839