Friday, October 4, 2013

R.A 9 : FAR EASTERN UNIVERSITY AND DLSU  : INFORMATION STORAGE AND RETRIEVAL SYSTEMS

        The Far Eastern University and the DLSU Libraries both exemplify and emphasize a modern library service that includes a commercial integrated library systems : FEU is using the Destiny System while DLSU is using Sierra by Innovative Interfaces, an updated version of Millenium. Purchasing an integrated system which was done by both libraries mentioned seemed to be the wise decision to make since both of them have sufficient budget to spend. The technical infrastructures of both modern libraries have already been in place. The difference however between the two is that FEU is still traditional when it comes to the different services offered although they are fully computerized. DLSU on the other hand  has evolved from a traditional into a modern library service.Both of them have an ample list of electronic databases with DLSU having more than 20 databases and has subscribed to EBSCO Discovery Service. In terms of reference services DLSU has the reference management software called libanswers which includes chat and cloud-based databases of answered queries which can be searched by users apart from reference stats and other management tools. The very useful "Ask Lora" is widely used by users. What is amazing in terms of reference service by DLSU is the development of Augmented Reality which is unique in DLSU. There is also the use of QR Codes, pathfinder and subject guides. Of course not to mention the use of social media like facebook, twitter and skype and SMS a librarian. FEU on the other hand utilizes the Jimlet (Reference Transaction Database which is being subscribed to yearly. FEU is also utilizing libstats and  which is developed through open source and is hosted in the clouds. Both libraries have a learning commons that caters to social learning among the different clients that they serve. Discussion rooms also exist.

          I commend the modern services offered by DLSU and they are improving to better serve their clients.  They have modern facilitites and equipments.Their collections are enormous. The technical infrastucture is in place. For both FEU and DLSU, I think the Reference Service should be located in the first floor to provide speedy and quick service to users. For DLSU Learning Commons can be found from the fifth floor up to the thirteenth floor. FEU's Learning Commons can be further improved by incorporating other services offered by DLSU.



R.A. 10: ATENEO RIZAL LIBRARY INFORMATION STORAGE AND RETRIEVAL SYSTEM


     ADMU Rizal Library exemplifies a modern library in terms of facilities and equipment but with more emphasis on preservation of materials. This may be attributed to the library's rich historical and social-cultural documentary heritage of the country. Copies of materials with archival values such as 15th century monographs can be found in this library. A traditional library with modern facilities and equipment, with rich collection of Filipiniana materials available not only in print format but in other formats as well (microform, microfilm, microfiche etc.) are the strengths of the library.  Rizal Library's integrated library system is TLC , a commercial library system. The internet connectivity, technical infrastructure and the like are all in place. Learning Commons which facilitates students learning also exist. Students can conduct group discussions in designated areas inside the library, access electronic databases and connect to the internet using their own gadgets or a computer at the library.
         The location of Reference Service at the first floor is very ideal since users' needs are easily met with the provisions of services in the Reference Section. Library materials both in print and electronic are easily accessible. Terminals for OPAC, CD-ROM and electronic databases are easily available. The provision of library tours, bibliographic instruction, information literacy, web harvesting and document delivery services are also handled in this section  Users' queries can be answered through e-mail, phone, ask a librarian or through Instant Messaging (IM).
          An in-house developed ISR like the CIPPA (Computerized Index to Philippine Periodical Articles) is worth mentioning. This was created to enhance access to periodical articles covering the period from 1988 up to the present. The local periodicals covered areas of Philippine culture and society written in both Tagalog and English language. CIPPA can be subscribed to by other libraries for a cost. Indeed Rizal Library's strength in housing materials that  are rare and with archival values can be easily ascertained.
         The E-Reserve or Electronic Reserve where personal and  library materials can be scanned or copied, including journal articles , exams and other assignments is also accessible by just logging in to the system.
          Special collections also are available: American Historical Collection, Ateneo Library of Women's Writings and Pardo de Tavera Collection are worthy to mentioned.
          Other services such as Computer and Audio-Visual Services, Photo-duplication Services, Turnitin, or even the provision of inter-active board game, Self-check machine  are also commendable.
           Rizal Library's ISRs can be further improved depending on the future needs of its clientele.






         

Thursday, August 15, 2013

COMPUTER AND INTERNET SECURITY








Title of the Article: Awareness and challenges of internet security
Author: Hawkins, Steve ; Yen, David C. and Chou, David C.
Publisher: Emerald Group Publishing Limited
Document URL : http://search.proquest.com/docview/212305494?accountid=141440

Abstract:


     This article presents an in-depth discussion of the awareness and challenges of internet security in both government and private sectors. It begins with an overview of internet security and the technologies used in protecting the data on a computer system. Some of the popular methods are : firewalls, user authentication, data encryption, key management, digital certificates, intrusion detection systems (IDS), virus detection, virtual private network (VPN) and extranets. Organizations in both the government and private sectors are aware of internet security and both sectors take action to protect their internet data and corporate systems. Also, both of them have their own strengths and weaknesses on internet security but they are both prepared to take challenges to develop a better internet security system.

Three Things I learned from my Reading Assignment:

      There are a variety of methods to protect data from intrusion. Current developments in technology provide a number of ways to secure data transmission and storage. Some of the methods are firewalls, user authentication, data encryption, virus detection, and VPN (Virtual Private Network) among others.
      Both government and private sectors are fully aware of securing  their data from intrusion. Depending on the nature of their work and their particular needs, both are taking actions to safeguard their valuable data from damage. They can choose from a variety of methods to protect their data from intrusion
       No matter how protective both government and private sectors are with regard to safeguarding their most valuable data, still there are hackers out there who are always ready to do everything just to intrude in any library's  computer system. Challenges for the government sector include: hiring IT professionals from the private sector, developing virtual private networks and providing training for IT staff. 

Implications:

       Building a secured library network is indeed a very huge and challenging task. Careful thought, adequate planning and the confident perspectives and strong recommendations of a group of IT people or staff will spell the success of a secured information system and network in the library. This group of IT experts has an important task of configuring the network properly so that it is scalable and flexible to handle additional hardware and software as the network grows. If any element in the network system is misconfigured, a hacker could gain entry and intrude into the library information system and network. The above-mentioned methods of securing the network can be utilized.
      It is not enough that there are methods providing assurance of protection. On the part of the members of the library staff , there should be awareness training and education. Carelessness on their part will affect the library network's security. The best that they can do is to constantly keep watching and be on guard for possible intrusions so that they can bring them immediately to the attention of IT experts. Faculty members as well as government officials should also be aware of the threats in internet security.
      The passage of Republic Act 10175 also known as "Cybercrime Prevention Act of 2012" and the "Data Privacy Act" proves that the Philippine government is not only aware but is really vent on curbing illegal access to computer networks by making punishable under the law all forms of misuse, abuse and illegal access. The government recognizes the need to protect and safeguard the integrity of computer and communications systems, networks and databases by facilitating the detection, investigation and prosecution of offenses. With theses legislations by congress, hackers will somehow think twice before starting to execute their dark plans of making intrusions or illegal access to computers which may greatly affect library services.
      
       

Friday, August 9, 2013

COMPUTER ETHICS



Title of the Article: Netiquette
Author: Scheuermann, Larry and Taylor, Gary
Publisher: Emerald Group Publishing , Limited (1997)
Document URL: http://search.proquest.com/docview/219853714?accountid=141440

Abstract:


     This article entitled "Netiquette", a term produced by combining the words "network" and "etiquette", identifies the most frequently cited specific suggestions for online users. It refers to the proper etiquette on computer networks. Most breaches of politeness and courtesy do not always bring retribution but it may reflect poorly on the individual user. A user who knows the rules of this emerging culture may have an advantage over the other user who does not know the rules.

Three Things I learned  from My Reading Assignment:

1.    I have learned about the following most frequently cited specific suggestions for proper netiquette:
        1. Think first. (Never write while angry)
        2. Write in upper and lower case. UPPER CASE ONLY looks like SHOUTING and lower case only                  is difficult to read.
        3. Avoid abbreviations. "pls fwd pod atn amy asap" may make perfect sense to a seasoned employee                    in a delivery company but would be meaningless to anyone else. (Please forward proof-of-      
                 delivery to the attention of Amy as soon as possible) Even if the receiver knows familiar            
                 abbreviations the complete words are still easier to read.
         4. Be concise. Brief, well-written notes usually have far more impact than those filled with unneeded  
                  extra verbiage.
         5.  Avoid smileys (or emoticons as they are sometimes called. People don't read with their heads
                   sideways to the monitor.
          6. Don't flame. Respond to others in e-mail conversations the same as if the conversation were face-
                  to-face. Flames are insults or crude remarks sent to other network users. Flames take focus  
                   away from the substance of a discussion.
          7. Don't take offense easily. Some messages are not sent to tease or deride.
          8.  Don't evangelize. It is much better to offer a humble opinion and write with reason and diplomacy
                      than to preach.
          9.Know the audience. Most news groups have their own expectations. Reading a news group a while
                   before posting to it is good advice.

2.     It is good to know some Netiquette rules for advertising:
           1. Rule #1:Never place blatant advertisements in News groups unless that group is specifically for
                   advertising purposes. Generally, this means that ads can only be placed in some sort of  
                   classified section.
            2.  Rule #2:Never e-mail information to people who have not requested it. Sending junk mail is the
                     most cardinal of sins on any network!

3.      Employers who allow their employees to access noncompany networks can effectively set standards  
             for internet use. They should see to it that the set rules of conduct are being followed by the
             employees.

Implications:

    The rules mentioned above are just suggestive of anyone who desires to be good and polite while communicating and interacting in the cyberspace environment. Some may agree and disagree depending on the culture that they have accustomed to. An act that is polite in one place may not be acceptable in another place.  Your act or behavior might be offensive to others when you think that it is just fine. But it's good to know that we have these rules than none at all because your integrity as an individual is at stake.
     Furthermore, employers play a role in checking that the set rules of conduct are being followed. Employees who are sending e-mail messages as a business tool must must do it appropriately or it can harm the company's public image which might result in loss of business.
     In a library setting, a librarian's  being polite in answering reference questions through e-mail can help a lot  in  promoting the public image of a library.

Friday, July 26, 2013

OPEN SOURCE VS. PROPRIETARY LIBRARY SYSTEM

















Title of the Article:     Open source software use in libraries
Author/s : Payne, Alexandria and Singh, Vandana
Publisher : Emerald Publishing Group Limited
URL: www.emeraldinsight.com/0024-2535.htm

ABSTRACT:   
       This article examines the increasing use of open source software (OSS) by libraries. The variety of OSS products of interest to libraries are categorized by their intended function and include such genres as ILS (Integrated Library System) and CMS (Content Management Systems) information organization systems, communication tools, user interfaces, and OSS targeted support systems. The common library implemented Open source software includes blog, wiki, web chat, podcast, RSS feeds and social networking applications. In spite of the immense OSS applications which vary in form, available content and functionality, it should be emphasized that libraries that are dependent on OSS applications should address important issues such as reliability, security, performance, adaptability and degree of available support for the library system.

THREE THINGS I LEARNED FROM MY READING ASSIGNMENT:

1.     The most important advantage open source brings is that aside from being given free, it gives the library community direct control over the technology they use. Because the source code is open, anyone is free to examine the code, modify it or tailor it more closely to suit their needs. Unlike in a proprietary system which is restricted both by the terms of the license and by blocks with the system designed to prevent from being modified or changed; in an open source environment, motivated and sufficiently skilled individuals within the library community can add, enhance and tailor their own features and improvements. Since Open source software functionality can be verified, appended and incorporated into existing systems and computing platforms due to its available source code, librarians have the ability to modify OSS.

2.     Library professionals who are not technically trained can also make use of OSS applications because many OSS products do not require knowledge of programming or mark-up languages in order to apply or customize an OSS product.

3.     Since open source software applications vary in form, available content and functionality, libraries are offered a variety of solutions without the need for a big and immediate capital investment.

IMPLICATIONS OF THE NEW THINGS I LEARNED:

     I believe that open source software applications can fulfill basic library needs without putting in large amount of money. OSS can accommodate many of the library's needs particularly in the areas of storage and access as well as communications and the facilitation of collaborative user group. The U.P. Law Library for instance has been reaping the benefits of OSS applications manifested by the creation of a website facilitated by communication tool such as joomla and other applications such as Integrated Library System which would only require a web browser and internet access to provide full fundtionality.
     But if a library is to be entirely dependent on open source software applications, it must address issues of reliability, security, performance , adaptability and degree of available support and maintenance of a library system. These issues imply that further study is required in order to assure the future of the library. Much research should be carried out on the impact, functionality and effects of open source software implementations in library or information access and retrieval environments.


































Friday, July 19, 2013

ACADEMIS SHIFT : FROM PRINT TO - E






TITLE OF THE ARTICLE :     Bridging the gap between print and electronic resources at a multi-campus university library
AUTHOR:         Mohammed, Sharon Premchand
PUBLISHER:   Emerald Group Publishing Limited
URL:                  www.emeraldinsight.com/0305-5728.htm

ABSTRACT:
     This article examines the experiences and challenges of a medium-sized academic library at a multi-campus Caribbean University, The University of West Indies (UWI) particularly located at St. Augustine Campus, in their shift from print to electronic resources. Despite encountering some problems such as : problems with information and communications technology (ICT) infrastructure, costs, licensing model, selection, acquisition and management, they have successfully built a "hybrid" collection of print and electronic resources. These libraries also served as a model for other libraries that were planning to shift from print to electronic.

3 THINGS I LEARNED FROM MY READING ASSIGNMENT:
     The move from print to electronic resources has an enormous impact on the functions of the library and the services that it provides to users in many ways. For instance, collection development has been affected because libraries are now moving from purchasing to licencing, a change in the emphasis from direct ownership to access. In addition, users access to information resources have greatly increased due to supporting technologies that are in place.
     Moving from print to electronic also requires a new set of staff skills such as licencing, copyright, negotiation and budgeting.To maintain a sustainable electronic information resources environment, staff would need to improve their skills.For  instance , library staff may conduct library instruction in an online medium.
     There should be a balance of print and electronic resources through the use of mechanisms and approaches to manage the process of collection development, selection and acquisition management, technology issues, staff skills, budget allocations and impact assessment.

 IMPLICATIONS: 
      In the case of the UP Law Library, it is not really  a total shift from print to electronic resources because of several factors . First and foremost is the budget. Then there are issues pertaining to licensing, selection , acquisition and management. In my opinion, I believe that there should be a balance between print and electronic resources. Some of the members of our faculty  for instance still prefer print copies of periodicals when they conduct  legal research. Students on the other hand  favor electronic copies for they are easily accessible and searchable.  It is very important that the needs of the different category of users are always being responded to.
     There is also a need for a continous upgrade of skills of library staff.  In the UP Law Library for example, members of  the library staff have to develop skills in negotiation, electronic licencing, copyright law, budgeting and financial management. They have to be acquainted with technologies specific to electronic resources. Continous training of staff is very important in order to meet the challenges presented by the shift from print to electronic.


     

Friday, July 12, 2013

LEARNING COMMONS

Title of the Article:   The evolving landscape of the learning commons
Author :                     Roberts, Regina Lee
Publisher:                  Emerald Group Publishing Limited
URL:                          www.emeraldinsight.com/0024-2535.htm

Abstract:
     This article explores the concept of "information commons" and the possibilities of developing  dynamic "learning commons". The "learning commons" model has the potential to be a laboratory for students, librarians and faculty. It is a collaboration space and requires partnerships and cooperation across disciplines. Consequently, the role of librarians is  also changing to support the requirements of a dynamic "learning commons".

Three things I learned from my Reading Assignment: 

1. I have learned that one of the fundamental concepts of the learning commons is advancing literacy through active learning. First and foremost, locating the learning commons in the library is a very ideal place because there are dedicated spaces within the library  and it is configured and equipped with technology. Lastly, there is collaboration with students, faculty, staff and institutional administration, thereby, enhancing the learning process. 

2. It also impressed upon me that "learning commons" is increasingly becoming an inevitable component of library service. Because of this, every library should plan thoroughly in developing  a "learning commons". In the planning stage, it is very important that the library envision an attractive, comfortable and pragmatic space to encourage users to come in, work, collaborate and use the library services and resources. I could give here as an example of a functioning "learning commons" in the University  is the UP College of Engineering Library. Generally, the elements of a functioning learning commons include : seamless technology, production software, readily available content (i.e. library resources), and comfortable, practical and attractive physical design.

3. I have also learned from the article that the concept of "information commons" is not the same as the concept of "learning commons". Although many learning commons are referred to as information commons and vice versa, they are indeed different. The information commons can be a simple online portal for library users to learn about information literacy or library services such as a website. The presence of a cluster of computers in the library that have access to the OPAC or other electronic databases could also be there. What is also emphasized in "information commons" is that it assists users in knowledge-seeking. On the other hand, learning commons are spaces with the technology and design that emphasize knowledge creation. Therefore, the library is becoming a laboratory, a space for knowledge creation, where there is collaboration with students, faculty, staff and institutional administration. In a sense, it is much broader than information commons.

Implications of the new things I learned  to my work/to me as a person:
     
     As technology continues to grow and evolve in a very fast pace, the library is compelled to re-imagine and redesign the development and delivery of its programs and services. Envisioning and planning for a "learning commons" poses  challenging roles for librarians. I envision our library to be transformed someday into a "learning commons" just like the UP Engineering Library  to further enhance social learning in the field of law where there is collaboration among students, faculty, librarians, administrators, lawyers and other members of the bench and the bar. 
     A very challenging role for librarian in the learning commons environment  is that of acting as facilitator thereby becoming a partner in the collaborative process. It is important that librarians have a good working relationship with their administrators to be able to garner their support.  Also, the librarian has the responsibility of marketing the learning commons and also of evaluating the outcomes of the learning commons. Furthermore, the librarian should also act as coordinator in technical services to make sure that the tools are available to users  and are  easily manipulated by them. These and many more challenging roles are out to test the librarian in the learning commons environment  but I believe that the librarian can surpass all these challenges and will emerge as successful in the end.




     
     



WEB 2.0

Title of the Article : Web 2.0 features in university library websites
Author: N.S. Harinarayana and N. Vasantha Raju
Publisher: Emerald Group Publishing Limited
URL: www.emeraldinsight.com/0264-0473.htm

Abstract:
     This article explores recent trends in the application of Web 2.0 and Library 2.0 features via top 57 university library websites around the world. From the ranked list of 200 universities provided on the Times Higher Education web site, top 100 universities were considered for collection of data until finally, the selection was reduced to 57 universities. The bases for selection were whether the site was in English and whether it had at least one web 2.0 feature. The websites of each of these universities were visited and data on their web 2.0 features (such as Blogs, RSS, Instant Messaging, Wikis and the like) were collected and analyzed. Findings show that 37 University libraries use RSS feeds for dissemination of library news, events and announcements and 15 university libraries provide blog space for users. Furthermore, only one libraru uses wiki, while 37 libraries use Instant Messaging in providing reference service. The use of podcast ( three libraries) and Vidcast (six libraries) are yet to become popular facilities to be offered in university library web sites.


Three Things I Learned from my Reading Assignment:
  1.   Academic library websites have evolved from being static to being dynamic or interactive websites which encouraged user participation. Library websites are changing in their content and structure at a fast pace. The impact of web 2.0 applications to libraries are manifested through integration of web 2.0 features into their websites. These features such as RSS, Blogs, Wikis, User tagging sites, Instant Messaging and social networking sites like Facebook, are integrated are being utilized and integrated into their websites.
 2. Libraries have been expanding their services by providing user-centered services through the apllication of web 2.0 facilities considering that the needs and expectations of users are changing.
3.  The trends that are manifested suggest that web 2.0 will continue to grow and its utility will increase in libraries through adding more features into the library websites.


Implications of the new things I learned :
     It can't be denied that the advent of web 2.0 has revolutionized the way libraries have served the needs of their users. Web 2.0 has allowed libraries to serve their users in better ways. But it is worth mentioning that libraries must not only have a better understanding of the nature of web 2.0 and its applications to libraries but they must also bear in mind the users' needs and expectations. To what extend do library patrons really welcome the web 2.0 features adopted by libraries? 
     Getting the librarians as well as the library staff to use and be aware of the emerging technologies such as web 2.0 applications to libraries is another important point. Library staff should be trained  as to how  these features of web 2.0 are applied in libraries. Librarians should also take up the web 2.0 challenge as a way to develop professionally through creating blogs, wikis, etc., for example. Collaboration and participation are the most attractive features of web 2.0. The trend is that it will continue to grow and to be utilized by libraries, that's why, librarians must learn to adapt to these changes quickly and judiciously.

Friday, June 28, 2013

RESOURCE SHARING

Title of the Article: OhioLINK: a US resource sharing facility - issues and developments
Author: Sanville, Tom
Publisher: Emerald Group Publishing Limited
URL: www.emeraldinsight.com/0264-1615.htm

Abstract :
    This article traces the development of OhioLINK - a world famous US resource sharing facility -and the issues it confronts as well as its responses. Based on the principle that information use breeds more information use, OhioLINK enhances its users' educational activities through access to and use of the documents and information resources which it provides. A set of priorities and initiatives is given for consideration.

Three things I learned from my Reading Assignment: 
1.  No matter how big and famous a library consortium is such as the OhioLINK, it has its own share of challenges and issues that it must face and respond to. Library budget or funding may be given as one of the challenges.
2. The success of OhioLINK in the area of electronic document delivery depends on some strategic perspectives and objectives. Among the objectives, foremost is that more information must be delivered per dollar spent but this must be done at more sustainable rates over time given the realities of limited library funding increases. A more robust collection of accessible print and electronic must be made available across the consortium. The economic principle being utilized here is that there is a fundamental need to lower the per-unit cost of information bought and used. Furthemore, there is also a need to affordably meet the simultaneous goals of expanding short-term access without sacrificing preservation.
3. There are sets of priorities and initiatives that must be considered in order to resolve the issues and challenges affecting not only OhioLINK but other library consortia as well. Some of these priorities and initiatives are:

  • utilization of a user-based research to improve electronic information delivery systems and connect users to needed information effectively
  • ability to search as many OhioLINK and library resources as possible at one time
  • maximize access to the intellectual resources of the member institutions and libraries as well as those freely available on the web
Implications of the new things I learned to my work/to me as a person:
    Library consortium or library resource sharing per se provides benefits to those participating libraries who  are lacking in terms of collections of documents in whatever formats (print and non-print). But the question in my mind is that in the Philippine setting, are the participating libraries especially those who have a robust collection of materials really share what they have or are they just choosing from their collections what  they just want to share. I am not against library consortium but the issue of the participating libraries being selective   in the choice of what type of collections to share should be resolved first.
    In this digital age, electronic document delivery seems to be the trend as practiced in the United States through OhioLINK for example. Although  academic libraries in the Philippines are slowly becoming digitally operational in their resource sharing practices, still the perennial problem of library budget deficit or funding deficit  remains. The Philippine academic libraries have much to learn from priorities and initiatives set by the OhioLINK.       
    

Friday, June 21, 2013

INFORMATION LITERACY

Title of the Article: The media and the literacies : media literacy, information literacy, digital literacy
 Author: Tibor Koltay
 Publisher: SAGE
URL:http: //mcs.sagepub.com/content/33/2/211

Abstract of the Article:

This article provides an overview of the nature of  the three most prevailing concepts of literacies namely :  media  literacy, information literacy and digital literacy , showing both similarities to and differences from each other. The various contexts in which these literacies function are outlined and additional literacies are given.




Three things  I learned from my Reading Assignment:

Firstly,  aside from media literacy ,information literacy and digital literacy, there are multiple concepts of literacies such as emerging technology literacy, visual literacy, multicultural literacy, publishing literacy among others which are somehow related to media literacy. There are similarities and differences among these literacies.

Secondly, according to Bawden, there is no single literacy that is appropriate for all people or for one person over all their lifetime and that would not require a constant updating of concepts and competencies in accordance with the changing circumstances of the information environment.

Thirdly,  media literacy  and information literacy share the same characteristic in that they both emphasize critical evaluation. Media literacy is the ability to access the media, to understand and to critically evaluate different aspects of the media and media content and to create communications in a variety of context. Similarly, information literacy emphasizes critical thinking, meta-cognitive and procedural knowledge used to locate information in specific domains, fields and context.




Implications of the new things I learned to my work /to me as a person:

       As a librarian working in a law library, I should be an information literate person. One who:
- recognizes the need for information
- recognizes that accurate and complete information is the basis for intelligent decision-making
- identifies potential sources of information
-develops successful search strategies
- accesses sources of information including computer-based and other technologies
- evaluates, organizes and integrates information for practical application
-uses information in critical thinking and problem-solving

       Furthermore, with the advent of digital technologies, I should also be a digital literate person One, who has the ability to understand and use information multiple formats from a wide range of sources when it is presented via computers.

      Media literacy which is related to information literacy and digital literacy plays an important role  in an environment in which it operates.