Video Games as Art

Video Games as Art Dylan Armitage December 10th, 2012 100883983 Video Games Are Art Are video games art? Up until the early 21st century, the dominant ideology surrounding this topic is resounding â€Å"No†. Art critics, such as Roger Ebert that state â€Å"video games cannot be art. † (Roger Ebert's Journal), and philosophers continually dismiss the idea. This ideology is no longer an accepted truth. I will argue that video games are a form of art.Video Games have gone from simple games and concepts such as Pong (1975) to modern day, epic titles like Uncharted 3 (2011), and with that they have evolved from simple forms of entertainment to as sophisticated a form of art as any. Video games evoke great emotion from the players, much like the audience of any other form of art. Video games also should be considered a form of art because of the vast amount of tools and media that are combined to create the games that we play today.The list of games that can be considered ar t increases each year and it spans over many generations, consoles, and genres. Art is defined as â€Å"The expression or application of human creative skill and imagination,†. According to this definition, if things such as paintings, film and music are considered to be art, then video games clearly fall into the category as well. Video games today are as creative as anything. Video games allow for so much creative freedom to create any setting, any character and have the ability to interact with all of those and create a new world.Games take creativity and allow you to immerse yourself within it. In games like the series of Mass Effect (2007-2012), you are able to put a certain amount of creative input into the game yourself. You dictate many facets of the game. You can customize your character, whether it be gender, race or just the general way your character looks. Secondly, your decisions affect the world of the game. You can dictate what your character says and through that change the course of events and how other characters in the game think of you. It is essentially a new world.The game includes it's own lore, deals with issues that we deal with today but in a new world and in a more lighthearted fashion that definitely makes the player think. These issues include those of race barriers and the fear of technology taking over. When it comes to actual labour going into a game, it is very similar to that of a film. They include things such as motion capture. Which is essentially capturing the real life movements of someone and that translates to a sort of acting. The second element of that acting is contributed to the voice-over acting for characters.This gives freedom of imagination to match any human with any voice you wish. The list then goes on for ages to include animators, set designers, sound designers and much more. The credits to people at the end of the games are much like that of movies and it all contributes to a fantastically entertai ning piece of art. Many people view games as simply a form of entertainment. While they are indeed entertaining, they should be considered forms of art for many different reasons. Art evokes emotion, whether it be from a beautiful orchestral medley or a gorgeous landscape painting. Video games do the same.In the modern day gaming industry, games are more than just getting from beginning to end and win the game, they involve the player in many ways. In The Walking Dead: The Game (2012), you are put in control of Lee Everett, a former university professor who is on his way to prison. The game is very unorthodox in many ways, it is much less about having action-packed gameplay or incredibly realistic graphics. It is focused on engrossing the player in the story and with the characters. It involves some point and click battles, which is necessary for the setting it takes place in, but it is heavily focused on choice.Everything you do in the game has an effect. Whether it be from not giv ing someone a portion of rations or choosing to side with someone in an argument. The game world adapts to the choices you make and it all relies on the player. With such involvement the player finds themselves greatly committed emotionally to all facets of the game. The involvement tests a lot of boundaries with human emotion. â€Å"It explores the depths of human tolerance, dissecting what it means to survive in the worst possible scenario, and what it means to keep someone you love alive in the same situation. (Joystiq) Through this, it evokes incredible emotion from the player. Video games can even mix elements of many other artistic media. Taking that into account, video games can do everything that all other artistic media can, but it can be packaged into one outlet. You get the wonderful story and script of a wonderfully written book but with you as the main character, effecting the world how you see fit. The stories of video games have become increasingly more complex and c ompelling. They even draw interest of film and novel writers and elements from other artistic works.The Walking Dead: The Game from Telltale Games is a great example of this. The video game draws from The Walking Dead television series on AMC and the television series draws from a graphic novel with the same name. This franchise is a great example of how different artistic media can draw from each other. All instances of the series are written by Robert Kirkman, the creator of the graphic novel series. The mainstream success of all these series are a testament to how the art that is The Walking Dead can be conveyed with great success whether it be the novels, the show or the game.Another great example of a writer of film getting interested in video games is John Milius, writer of Apocalypse Now (1979) and Red Dawn (1984) being a story consultant to the video game closely related to his screenplays, Homefront (2011). You get the epic landscapes and imagery of film but with the freedo m to explore and interact with it. In the game Far Cry 3 (2012) you play as Jason Brody and you are on an island called Rook Island which is inspired by a real tropical island. You are abducted along with your friends and you escape, determined to rescue all of them.The game is open-world, which gives the freedom to do almost anything within the limit of the game world. You don't even have to follow the games' story, which has received critical acclaim. You can explore the absolutely stunning scenery of the island, you can go hunt the local wildlife, you can go climbing or even sky-diving. The setting is very appealing and draws you in like any film would but also allows you to interact and do whatever you wish with the world given to you. There are also games that allow you to interact with the world without even starting to play the real game.Call of Duty: Black Ops (2010) has an interactive section at the main menu of the game. If you were to mash certain buttons enough, you were able to walk around the room that the main menu is taking place in. You can even walk over to an arcade machine and play a game inside of the game. The same can be seen in the newest instalment, Call of Duty: Black Ops 2 (2012) a similar section can be seen where you can interact with the world to play multiple games from the original Atari gaming console. You also the get the beautiful noise of the in-game sound effects and soundtrack.The audio of video games has evolved from simple, silly sounding noises and no dialogue to complete orchestral scores throughout the game and Hollywood famous actors voicing in-game characters. Actors that have made the transition to video games include Sam Worthington of in Call of Duty: Black Ops 1 and 2, Seth Green in the Mass Effect series and Burt Reynolds in Saints Row: The Third (2011). The sound of a video game has come from the game Pong that only has three noises, the sound of the ball hitting the paddle, the sound of the ball hitting the s idelines and then the sound of a point being scored.This can not be attributed to be art as far as audio goes. In contrast, the soundtrack for Journey (2012) has been nominated for a Grammy. Gaming soundtracks have evolved to the point of having individual tracks for certain situations or scenes that involve an entire orchestra, much like a film. The soundtrack for Journey is among the company of other artistic wonders in film as well as sound such as The Dark Knight Rises (2012), Hugo (2011), and The Girl With The Dragon Tattoo (2011).All of these media combine to form the art that is video games. Now that the ground for all the aspects of a video game being art have been established, which games fall into that category and reinforce that ideal? Many games fall under all the criteria but some stand out when it comes to the different aspects. The creativity of video games is very evident throughout almost all video games but it is much more evident in the games of Mass Effect and De ad Space 2 (2011).Mass Effect creates this vast world that includes multiple races, new planets and interesting lore that embody great creativity in video games. Creativity is also given to the players who are able to customize the character and how the character acts which dictates events and action within the story world. Dead Space 2 creates a vast world as well with great lore and the thought of where humanity would go as far as a space society. The game also talks about the issue of religion governing the state. This comes up in many ways including the game's main conflict.The game also draw on the very interesting and creative aspect of not knowing if certain things are really happening, much like the game Eternal Darkness: Sanity's Requiem (2002). The sanity of the character is never really certain and you are constantly doubting yourself as well as what is occurring. When it comes to emotional engagement, two games stand out. The Walking Dead: The Game and Heavy Rain (2010). The Walking Dead: The Game engages the player in an extravagant world with interactive environments and characters.It engages you with the characters and deals with realistic issues regarding the time and place while developing an emotional connection to the story and characters. By the time the game is complete, you are torn through all the choices you've made and with the emotionally testing relationship between Lee, the character you play as, and Clementine, the little girl you take care of throughout the game. The other game that engages the player emotionally in a great way is Heavy Rain. The game puts the the player in the shoes of Ethan and tests what the player is willing to go to to save his son.You have the ability to push the character through the trials that reveal where his son is being held but with more information being revealed the closer to death Ethan becomes. As far as including all the artistic media, many games stand out. When it comes to the great writing of novels and screenplays, games such as The Walking Dead: The Game and Homefront use the talents of credited author and screenwriters to convey a great story through rich dialogue. The interactivity of games and beautiful set pieces is shown through games such as Far Cry 3 and Red Dead Redemption (2010).In these worlds, great freedom is introduced which allows you to do really anything you desire through the many different characters, wildlife and locations the game introduces. Great strides in audio are introduced through games such as Mass Effect that include voice-actors such as Seth Green of Family Guy and Yvonne Strahovski of Dexter and the beautiful sounding and Grammy nominated soundtrack of Journey. In conclusion, the dominant ideology that video games are not art is a thing of the past.Through the emotional engagement of games today, video games evoke as much emotion as any other work of art. Through it's creativity and ability to create any universe as you see fit, much like other media. Video games also combine many different forms of media to create a brand new artistic form that is video games. They use great set pieces, beautiful audio through orchestra or voice over. Video games have evolved greatly from small beginnings and the list of examples is increasing very quickly. Through all these reasons and examples, video games are art.Clarke, Andy, Videogames and Art. Chicago: Intellect Books, 2007. Conditt, Jessica â€Å"The Walking Dead Episode 5 review: All the time in the world† Joystiq. 26 Nov 2012, 8 Dec 2012 Ebert, Roger â€Å"Video Games cannot be Art. † Roger Ebert's Journal. 16 Apr 2010, 8 Dec 2012 ;http://blogs. suntimes. com/ebert/2010/04/video_games_can_never_be_art. html; Helgeson, Matt â€Å"The Great Debate: Are Games Art? † Game Informer. 1 May. 2012, 8 Dec 2012 ;http://www. gameinformer. om/b/features/archive/2012/05/01/the-great-debate-are-games-art. aspx; Melissinos, Chris, The Art of Video Games: From Pac-ma n to Mass Effect. New York: Welcome Books, 2012. Tavinor, Grant 2005. â€Å"Videogames and Interactive Fiction,†Ã‚  Philosophy and Literature  April 2005, vol. 29, no. 1. Tavinor, Grant 2009. The Art of Videogames. Oxford: Wiley-Blackwell. Young, Robert â€Å"Gaming's first Grammy nomination† Neoseeker. 5 Dec 2012, 8 Dec 2012

Concert Orchestra experience Essay

I went to the UNT Concert Orchestra on Wednesday, October 3rd, 2012. It was held in Winspear Hall at the Murchison Performing Arts Center at 8:00 pm. The Concert was led by Conductor Clay Couturiaux and featured soloist Christopher Deane, who played the Marimba. The first piece was Variations on a Theme of Tchaikovsky, Op. 35a (1894) by Anton Arensky (1861-1906). The piece was written in 1894, in tribute to Pyotr Il’yich Tchaikovsky (1840-1893). It was based on the theme from the poem â€Å"Legend†, written by Richard Henry Stoddard (1825-1903). This poem portrays the crucifixion of Christ. Arensky admired Tchaikovsky so much that he used the theme of â€Å"Legend† for a set of variations in the second movement of his Second String Quartet. This piece’s style is a themes and variations. Its instrumentation includes Cello solo, 2 Flutes, 2 Oboes, 2 Clarinets (A), 2 Bassoons + 2 Horns (F) + Violins I, Violins II, Violas, Cellos, and Double Basses. The second piece was Concerto for Marimba and Orchestra, Op. 34 (1957) by Robert Kurka (1921-1957). This piece introduced the marimba, which proved to the musical world that it could contend with instruments that had been used in orchestras and also provide a unique sound to the traditional orchestras played in regular concerts. This piece’s style is solo concerto. Its instrumentation includes the marimba and the orchestra. The third piece was Pictures at an Exhibition (1874) by Modest Mussorgsky (1839-1881). This piece was inspired by the paintings of the artist Viktor Hartmann (1834-1873). This piece’s style is an orchestral suite. Its instrumentation includes 3 Flutes (2nd and 3rd doubling Piccolos), 3 Oboes (3rd doubling Cor Anglais), 2 Clarinets in A and Bb, Bass Clarinet in A and Bb, Alto Saxophone, 2 Bassoons, Double Bassoon, 4 Horns in F, 3 Trumpet in C, 3 Trombones, Tuba, Timpani, Percussion (xylophone, triangle, rattle, whip, side drum, bass drum, cymbals, suspended cymbal), 2 Harps, Celesta, and Strings. I picked the pieces was Variations on a Theme of Tchaikovsky, Op. 35a (1894) by Anton Arensky and Concerto for Marimba and Orchestra, Op. 34 (1957) by Robert Kurka. Both of these pieces were distinctly different than one another. The piece by Arensky depicts a sense of deep sadness and despair as a whole. It starts out containing elements of intimacy and moves towards a slow moving harmony. The structure of the music matched the structure of the original poem. The variations of sounds expressed many shifting moods such as a dialogue between instruments. Mood changed quickly throughout the piece and showed different parts of the melody, from increments of joy, to sadness, to a deep sorrow. The rhythm seamlessly continued throughout the piece acting towards each of the different themes described in its construction. The piece by Kurka produced a new and different type of classical music that is unique to the orchestra. The use of the marimba stood out from the traditional orchestral instruments. The first movement begins with an alternation between the marimba and the orchestra. Its upbeat sound resonates in a catchy chiming sound whose rhythm is clear yet unexpected. It provides a playful side to a usually stern and focused orchestra. As the second movement begins, it as if the marimba is communicating to the orchestra itself. As if it is trying to fit in with these classic types of instruments through its unique dynamics and resounding tone. It seems to clash with its orchestral counterparts. By the third movement, it seems as if all the instruments reach an agreement on the legitimacy of the marimba through its colorful and exciting solo. Although both pieces are completely different than one another, they both exhibit emotion. Arensky exhibits cruel sounding music that discusses the importance of religion and a series of events that affects a wide variety of people. It evokes a sense of despair that expresses a deep sounding melody. Kurka exhibits a different type of music that discusses the marimba’s rise to becoming a part of classical orchestra. Its colorful timbre expresses a joyful and unique melody that pleases the human ear. Anton Arensky (12 July 1861 -25 February 1906), was a Russian composer of Romantic classical music, a pianist and a professor of music. Pyotr Tchaikovsky was the greatest influence on Arensky’s musical compositions. Indeed, Rimsky-Korsakov said, â€Å"In his youth Arensky did not escape some influence from me; later the influence came from Tchaikovsky. He will quickly be forgotten. † The perception that he lacked a distinctive personal style contributed to long-term neglect of his music, though in recent years a large number of his compositions have been recorded. Therefore, his values are seemingly non-existent because of the major influence of Tchaikovsky and absence of his own personal work. Throughout the performance I did perceive a strong sense of historical value and defines not who Arensky was, but his role model Tchaikovsky and how his music conveyed a strong sense of religious value. Kurka’s Concerto for Marimba and Orchestra was the first marimba work to enjoy both widespread public appeal and widespread recognition of having a high level of musical sophistication fit for the concert hall. It debuted during the modern style period. It provided important historical value by Kurka finally representing everything that early marimba composers set out to do in one piece: create a sophisticated and serious musical work that is both challenging to the performer and which has widespread public appeal. I perceived an ongoing struggle throughout the piece, but as the performance continued it conveyed the struggle the instrument had to do in order to become a prominent part of the classical orchestra. Citatation Keunning, G. (1999). Symphony of the canyons. Retrieved from http://lasr. cs. ucla. edu/geoff/prognotes/mussorgsky/pictures. html Strain, James. â€Å"Vida Chenoweth. † Percussive Notes 32. 6 (1994): 8-9. Print. Stevens, Leigh Howard. â€Å"An Interview with Vida Chenoweth. † Percussive Notes 15. 3 (2002): 22-25. PAS Online Archive . Weir, Martin. â€Å"Catching up with Vida Chenoweth. † Percussive Notes 32. 3 (1994): 53-55. Print.

Human Pollution and Hazardous Chemicals Essay Example | Topics and Well Written Essays - 1000 words

Human Pollution and Hazardous Chemicals - Essay Example The research paper â€Å"Human Pollution and Hazardous Chemicals† investigates the influence of hazardous chemicals on human health through ways such as water, soil, and air (atmosphere). Human pollution are man-made pollutions that are caused by human beings through release of toxic substances and hazardous chemicals into the natural environment thereby causing hazardous and huge health effects and undesirable environment for human health. The great increase in human pollution results from faster population increase, increased industrialization and faster infrastructure development that forces man to clear the natural resources available for better ecosystem being. These results from human actions and activities like energy generation especially from nuclear generating plant, consumption, industrial production, waste disposal, and transportation. The pollutants may reach the surrounding human environments through ways such as water, soil, and air (atmosphere). Studies have sh own that most of the water pollutants come from land such as chemical fertilizers, detergents, pesticides, heavy metals, oil, plastics, sewage, and other metals where they accumulate deep down in the ocean flow and sediments, and later consumed by marine organisms which may later be re-introduced to the global food chain when they are consumed by man. Pollutants like Sulphur dioxide gas and carbon monoxide when excessively released into the atmosphere may lead to depletion of ozone layer leading to global warming and changes in climate systems.

U2 Case Project Coursework Example | Topics and Well Written Essays - 250 words

U2 Case Project - Coursework Example d http://www.icann.org/epp#clientUpdateProhibited, serverDeleteProhibited http://www.icann.org/epp#serverDeleteProhibited, serverTransferProhibited http://www.icann.org/epp#serverTransferProhibited, serverUpdateProhibited http://www.icann.org/epp#serverUpdateProhibited. clientDeleteProhibited -- http://www.icann.org/epp#clientDeleteProhibited, clientRenewProhibited -- http://www.icann.org/epp#clientRenewProhibited, clientTransferProhibited -- http://www.icann.org/epp#clientTransferProhibited, clientUpdateProhibited -- http://www.icann.org/epp#clientUpdateProhibited, serverDeleteProhibited -- http://www.icann.org/epp#serverDeleteProhibited, serverRenewProhibited -- http://www.icann.org/epp#serverRenewProhibited, serverTransferProhibited -- http://www.icann.org/epp#serverTransferProhibited, serverUpdateProhibited -- http://www.icann.org/epp#serverUpdateProhibited In this section we shall resolve the server issues being experienced by a company that has upgraded its network from Windows Server 2000 server to Windows Server 2008. A server acts as an electronic filing cabinet. This happens to be one of its fundamental roles. Client’s connection to a server is purposefully to gain access to a shared file or stored data. Bender (2009) to us the newly improved technologies from Windows Server 2008 that will help in solving the server issue. These are improved distributed file services and improved file sharing wizard. A centralized point is provided by the distributed file sharing service (DFS), it is at this point that information is loaded to enable easy access. This point will enable the business to access network data from the database. The other technology is file sharing wizard. The sharing wizard on the system must first be enabled in other to share files with other network users. In order to establish connection you first start by c licking network and sharing center. You then turn on public folder sharing; this applies on systems with established

Equine Rescue Essay Example | Topics and Well Written Essays - 2000 words

Equine Rescue - Essay Example animals with the intent of giving them good care are now floundering as their original plans prove too expensive and they are unsure how and where to cut the expenses. Neglect becomes a consequence of not knowing how to formulate an alternative plan for the care of their horses. In order to understand the issue, it is important to understand the responsibilities of an owner in caring for a horse. Every animal has a designed physical system that must be fed in a specific way. For the horse, the digestive system developed so that it could accommodate a nomadic lifestyle that provided a constant source of grazing (Prince & Collier, 1989, p. 81). Proper dental care for the horse is central to maintaining healthy eating habits as the horse must be able to liquefy his food through chewing before it is swallowed. The best way to feed a horse is to let them graze in a pasture. This sort of food provision is in line with nature and will provide most of his or her needs, except perhaps for an addition of salt if this is lacking in the area. If this is not feasible, then a cereal grain hay such as oat, barley or wheat would be the next A horse will need an area in which to exercise, and an area that will protect them from inclement weather and the elements. Ideally, anyone who has purchased a horse has a stable and land adequate for exercise available. According to Prince and Collier (1989), â€Å"A good stable site will allow for dry foundations, free drainage, good lighting, adequate water supply, and pure air† (p. 28). Loafing sheds are a place where horses can get out of the weather, yet still have access to the outside areas. These are usually built with three walls and are shared with several horses who have free access to them. Barbed wire, while used throughout a good deal of the West, is not ideal as fencing material because the horses end up with a great deal of injuries that can ultimately become infected or cause other health risks. Regular assessments of the

Evaluation of the Proposal for an Original TV Drama Movie Review

Evaluation of the Proposal for an Original TV Drama - Movie Review Example The plot of this book revolves around the life and experiences of Darlene Deibler Rose, the wife of an American missionary, in Dutch New Guinea during the World War II. Thus the story has all the requisite ingredients that go into the making of an engrossing TV drama, be it the situations marked by raw violence and senseless intolerance, moments of intense emotional turmoil and amorphous internal conflicts, an innate possibility for action that gives ample scope for bringing in intermittent physicality to keep the screen alive and moving, a parallel and ongoing emotional and spiritual growth of the main character and an inspiring message. This TV drama will certainly succeed in evoking the feelings of pity and fear of the audience, thereby making way for a scope for catharsis, which the contemporary viewers desperately need. The unfolding of the plot amidst the scenes of a Japanese invasion and a lush and green tropical landscape do imbue the story with an exotic appeal and uniquenes s. Unique Protagonist Darlene Deibler Rose stands to be a unique character that is bound to attract the attention and interest of a large audience. Her actions and dialogues in the drama will definitely present a set of unique emotional, intellectual and moral qualities that will facilitate a sense of stability and timelessness in this ever changing world. In today’s fast paced and digitalized world, there exists a basic human need for stability and anchorage. Thus the viewers will conclusively respond in an embracing manner to the exceptionally assuring aspirations, nature and temperament of Darlene revealed in an environment marred by a more then bearable physical and mental torture and abuse.Amidst the heart rending and pathetically flat vengeance and hatred projected by the Japanese soldiers, Darlene will certainly stand out as a well rounded character that continually evolves from the beginning to the end amidst a scenario of crisis and confinement. Hence the quintessential message of the sto ry is that of hope, faith and persistence, which will unexceptionally transcend all the barriers of gender, race, status, age, ethnicity and nationality. This is what is exactly required in any successful TV drama, an inherent ability to extend the scope of the plot to the essential human element in the viewers, which is ubiquitous and outdoes all the superficial differences. Therefore the proposed adaptation is laden with an immense human and commercial scope and is expected to accrue the loyalty and patronage of a broad based and variegated viewership. Commercial Viability The project smacks of a strong commercial viability. The basic criteria that any well received TV drama, as any other well sold product, needs to qualify is that it must recognize a dire need existing amongst the audience and must satisfy that need. The contemporary audience yearn for an emotional experience that they can relate to and identify with at some level. At the same time, they want that experience to be far placed in time and space, so as to facilitate the required intellectual distance to reflect on the

International Information and E-Business Strategies Assignment

International Information and E-Business Strategies - Assignment Example In fact, the e-supply chain involves the integration or mixing of e-billing systems, e-procurement systems, and other tools related to e-business. It allows for the enhancement of the company, distributors, and suppliers’ ability to manage their specifications, costs, quantity, and delivery time of products with more productivity automatically. E-SCM is a business process driven by software, in which there is collaboration between suppliers and retailers to give the end customer the best value, as well as to reduce costs (Aka?Li 2011, p. 55). Advanced software solutions and the internet enhance SCM partnering benefits where, through SCM collaboration, the suppliers are able to access retailer logistics and inventory data to meet inventory demands and respond to customized orders efficiently. By developing and using E-SCM, Coimbra Company will have the ability to co-ordinate warehousing and delivery, and improve their reliability and speed to their distributors and improving co mpetitive advantage (Weele 2010, p. 83). By deciding on the development and building of a platform for e-commerce, Coimbra Company has been building on its B2B and B2C platforms. During the period that Coimbra will build its B2C platform, it will apply e-commerce in its discount stores, specialty stores, and supermarkets. B2B e-supply chain management will also be built step by step and will become the keystone in the development of e-supply chain management development in the future. Coimbra will use some strategies in its implementation of e-supply chain management, for example, through ensuring it has good relationships with suppliers and customers with the latter being covered through CRM. Through... By developing and using E-SCM, Coimbra Company will have the ability to co-ordinate warehousing and delivery, and improve their reliability and speed to their distributors and improving competitive advantage (Weele 2010, p. 83). By deciding on the development and building of a platform for e-commerce, Coimbra Company has been building on its B2B and B2C platforms. During the period that Coimbra will build its B2C platform, it will apply e-commerce in its discount stores, specialty stores, and supermarkets. B2B e-supply chain management will also be built step by step and will become the keystone in the development of e-supply chain management development in the future. Coimbra will use some strategies in its implementation of e-supply chain management, for example, through ensuring it has good relationships with suppliers and customers with the latter being covered through CRM. Through the application of advanced technologies into their IT management, in which all members of their ch ain of supply can acquire the most recent raw data to enable them to co-ordinate plans, while also offering timely information that will better satisfy the demands from their partners.  By sharing information through their e-SCM with their trade partners, Coimbra and their partners can depend on one another and allows them to be more cooperative and collaborative. By integrating their supply chain and customer relationship management, Coimbra can offer gifts to customers and adjust advice and complaints in a timely fashion.