Organisations do not become successful by sticking rigidly to a tried and tested formula. Of course, they stick to and cement in their core strengths, but in a turbulent and dynamic marketplace, they also adapt and become agents for change. Successful individuals and companies have to keep succeeding, keep challenging themselves to do better to increase their lead.

Today, with hindsight, a number of key people at Coca-Cola recognise that the company has not always been prepared to take the risks that were required to achieve success. In the 6Os and 7Os for example the organisation was somewhat conservative. It became reluctant to take risks, or even initiate change in the core business. Experimentation was confined to diversification away from the core business and into wines, coffee, water desalination and even fish farms. As a result Pepsi-Cola was able to make inroads into US market share, while Coca-Cola continued to expand outside the United States.

1. What are the two main classes into which fish are divided?

2. Which features give chondrichthyes and osteichthyes their names?

3. What are the main features of fish associated with the habitat in which they live?

4. Compared to cyclostomes (primitive vertebrates), what are the main innovations present in fish?

5. How different are the swimming strategies used by osteichthyes and chondrichthyes? Why do sharks need to move their body to swim while bony fish do not?

6. How does the swim bladder of fish allow them to control their depth under water?

7. How do fish carry out gas exchange?

8. Do fish have an open or closed circulatory system? How many chambers does a fish heart have? How does blood flow throughout the body of a fish?

9. How is excretion carried out in fish?

10. What are the lateral lines of fish?