Wednesday, July 31, 2019

Macbeth’s diary Essay

I am fighting for my king, Duncan, against the enemies Sweno the king of Norway, Macdthwald lord of the western isles of Scotland and the thane of Cawdor who all are traitors. The battles were very bloody there were lots of dead people most very young soldiers. I have not seen so much blood scenic I became a general in Duncan’s army. The best thing was that we were victorious and Banquo and I are going home to celebrate our victory. On our way home across the heath the weather was awful there was strange thunder and lightning, Banquo and I meet 3 weird women who said that I am the thane of Glamass, going to be the thane of Cordor and future king to be. They also told Banquo that he will be lesser than me and greater, not so happy yet much happier and he shall father kings but he will not be king. Then they disappeared it was vary extraordinary. Than Ross and Angus arrived and told me that I am now the thane of Cordor. I don’t believe it how did they know perhaps king would come true. I must tell my wife about these weird women and what they have told me. I could not believe the welcome I got at the palace at fours from king Duncan, when he made Malcolm the prince of Cumberland and heir to the throne I was vary surprised, because I wanted to be king now it would be more difficult Duncan said that he will be coming to my castle, so set off. My wife was very anxious to tell me her plan for killing Duncan. I did not think I could do it, she was very determined that I should. Duncan had arrived I let my wife greet him because I very upset about killing Duncan. At the state dinner I had to leave I did not think that I could do it. My wife came and found me and I told her I could not do it she then convened me I should and told me how to kill him and she even told me how we should react when we hear the bad news about Duncan’s death. I was very nerves about killing Duncan because I was committing treason and a sin, on the way to Duncan’s chamber I saw Banquo and Flenance going to bed as I crossed the tort yard. Banquo gave me some gifts from Duncan for my wife and me, then Banquo about a dream he had about the weird women and some of predictions came true so I told him I not think about the weird women said. After they left I had worst hallucination that I saw a dagger with blood and I tort that I was going mad because it looked so real but I could not hold it. I heard the bell and went to Duncan’s camber, thing I remember is being back in my room covered with blood and holding a daggers, I know that I had killed Duncan in his sleep I can’t come to terms with what I have done my wife tried to calmed me down because I couldn’t go and put the daggers back so she had to, we heard banging so my wife took me to change my clothes and helped me wash the blood off me. Some how I had remember how to act when I heard the news of Duncan’s death that Macduff told me about. So I immediacy went to see what had happened and pretending to be angry I killed the guards so they could not be questioned about the murder. Lady Macbeth fainted saved me from being questioned further about the killing the guars.

Analysis of the strategy development in the vsm group

6. Case analysisBackground to the analysisThe overall analysis of the scheme development in the VSM Group is reasonably straightforward ( in hindsight ) . In 1997, the new CEO joined the company. Given that the new proprietors Industri Capital did non seek long term ownership, his undertaking was to do the VSM Group a profitable company that would be fit for an IPO within the following 5 old ages or so. At the clip, the VSM Group still had a strong production focal point and concerns tended to stop at the mill Gatess. Like most other shapers of run uping machines, it had been fighting with unsatisfactory profitableness. Summarizing up the state of affairs in a simple SWOT analysis shows that the VSM Group was strong on production and merchandise development but had less proficiency in pull offing the parts of the value concatenation between production and the client. Although the market as a whole had been worsening for decennaries, the upper sections ( computerised machines with emb roidery capacity ) were still profitable. Given its capacity for developing and bring forthing high public presentation run uping machines, VSM opted for a scheme with the expressed purpose of going the taking manufacturer of premium run uping machines. However, the deficiency of competency on the market side was all excessively evident to the new CEO. VSM needed to increase client orientation in all parts of the value concatenation, so it started to work intensively with its independent retail merchants to develop them and, optimally, bring on them to cover entirely with VSM ‘s merchandise lines. In add-on, VSM started to spread out the figure of to the full owned retail merchants to spearhead its merchandises in profitable markets. Within the company proper, information and preparation was aimed at transfusing the impression that the employees at VSM had merely one beginning of income, irrespective of place within the company: the client. The VSM Group was strong on both production and R & A ; D but the merchandise market options for sing merely its production accomplishments to seek low cost advantage in the mid and top sections of the market looked less promising. To go a market leader and accomplish true distinction, it needed to supply new superior merchandises while developing new competency to pull off the linkages between production and retailing. The new theoretical account ‘Designer 1 ‘ hence played a important function in VSM ‘s new scheme, as does its attempts to widen its competency into retailing. The Pfaff purchase can be viewed in visible radiation of this scheme. Although the acquisition of Pfaff was non rather in line with the new scheme of the VSM Group, it was aligned. When Pfaff came up for sale, the expressed end of the VSM top direction was to do an issue possible for their proprietor. The purchase of Pfaff would alter the construction of the industry but the programs for an IPO of the VSM Group would hold to be postponed. However, this was acceptable to the proprietor who antecedently had sought out structural trades in other industries. Further, the purchase of Pfaff did non include any production capacity in Germany. The mark of the VSM Group was the Pfaff trade name. In the procedure, VSM discovered the works in Brno, which was non a portion of Pfaff, but a subcontractor. However, its function in the production of Pfaff branded machines was so of import that VSM decided to purchase the works and do it a to the full owned subordinate of the VSM group. This was non in VSM ‘s original program and is a good illustration of how a procedure position helps usInstructor ‘s Manualunderstand how strategic determinations are developed over clip. A farther of import strategic determination was to maintain Pfaff as a full-range premium trade name analogue to the original Husqvarna Viking line. This determination was the consequence of a instead drawn-out procedure and the concluding determination was far from obvious at the beginning of the treatments. Overall, the VSM Group is remaining with its scheme: premium merchandises and commanding the value concatenation while remaining profitable. However, the purchase of Pfaff has delayed several of these aims. Although the figure of to the full owned retail merchants has increased, it has increased less than originally planned. Further, the work to incorporate the retail merchant web for the Pfaff line started at square one and needed a batch of attending. Last, the underestimate of the badness of the German market has tied up the top direction squad well and drawn extra financess from the Group. Turning now to the specific inquiries:6.1 There were a figure of coincident alterations in the VSM Group in theperiod 1997-2003. Is the VSM Group still the same company?The last 25 old ages of the VSM Group are a history of considerable contextual, organizational and market alteration. In 1977, the Husqvarna company, a big maker of place contraptions and forestry equipment, was taken over by its fiercest rival Electrolux. In merely a twosome of old ages, the company was integrated into the elephantine Electrolux. Still, resources and competencies really changed surprisingly small through the old ages. The fabrication works hardly changed and the merchandise development section had a long tradition with section directors and employees functioning long footings. The purchase of Pfaff added no production resources since the Karlsruhe works was closed. However, the purchase of the Brno production installation did add to production capacity although non production competency. Consequently , a resource audit will demo that few resources or basic competencies have really been changed during this period. ( Note that we talk about alteration in quality instead than measure. ) Rather, the alteration procedure has been directed towards beef uping the linkages between functional countries in the value concatenation. To this terminal, several methods have been employed. The development of a mission statement ( which really did non be prior to the reaching of the new CEO ) , organizational alterations ( composing top direction squad ) , the physical resettlement of the R & A ; D and selling sections to the same edifice and the VSM programme for educating retail merchants are illustrations of this.6.2 How would you depict the strategic capableness of the VSM Group in 1997? In 2001? In 2003?The VSM Group has ever demonstrated high proficient proficiency compared to its rivals. This is briefly illustrated in appendix 1 where the ancestors of the present administration are descri bed. The VSM Group was e.g. the first to do a self- lubricating stitching machine through the usage of sintered metal engineering. Its streamlining activities during the 1980s were besides successful in cut downing the parts ‘ count and cost. This meant directing design attempts non merely to fulfill the consumer but  © Pearson Education Limited 2005 Instructor ‘s Manual besides to run into the demands of the production section for designs that were possible to bring forth more expeditiously. Historically, the thoughts for merchandise inventions have come from the R & A ; D section with small input from the selling section. This is non to state that the development applied scientists were uninformed about client demands, but instead that market information was non collected and channelled though the administration. Although the VSM Group had for a long clip required all its merchandise applied scientists to run up actively in their trim clip, we have a authoritative instance of a product- orientated administration. To understand the administration in 1997 see appendix 1 where the company ‘s historical background is laid out. A factory has been located at or near the present site for more than 300 old ages. Get downing as a metalworks for guns in the 17th century, the activities at the Husqvarna works have shifted from guns to rifles to run uping machines as demand has changed through the centuries. Resource places ( the factory ) and competencies ( notably the metalworks and mechanics ) have been used to follow new schemes as induced by alterations in the environment. During the period 1997-2000, the VSM Group took a figure of actions to better the linkages between functional countries. First, the directors of the international gross revenues companies were brought into the top direction squad, which provided an sphere for strategic conversation with other parts of the administration. Second, the work on the formal scheme papers ( including the mission statement ) brought together different parts of the administration, both horizontally and vertically. The written paperss besides served to pass on corporate schemes and values in a new and consistent manner. The carefully managed scheme procedure seemed to pay off in footings of organizational committedness. Third, traveling the merchandise development and selling sections to the same edifice was another measure to associate proficient expertness and selling know-how to organize a whole. It is of import to observe that the alteration towards market orientation was an overall attempt that involved alterations in the top direction squad, a new fiscal accounting system, every bit good as the physical resettlement of sections. Furthermore, it should besides be noted that the increased focal point on pull offing linkages extends beyond the company ‘s ain administration. The company ‘s high engagement in the development of the independent traders is another illustration of pull offing linkages. To descry this the pupils need to hold on the construct of the value concatenation ( subdivision 3.6.1 ) so as to non restrict the analysis to resources and competency controlled through ownership. At a insouciant glimpse, it may look clear that the resource place of the VSM Group had changed markedly by 2003. It so owned the Pfaff trade name and it had new in-house production capacity at the Brno works, which was cost efficient and capable of consistent quality. On the â€Å"front end† of the value concatenation, new traders had been added. However, on closer review the alterations may non be that important. Pfaff had established itself as a high quality trade name and the new production installation in Brno did add capacity but no new or different competency to the company. As it was, the Pfaff purchase looks more like â€Å"more of the same† than echt alteration. By 2003, VSM ‘s strategic capacity had non changed appreciably in quality but in measure. The company still possessed expertness in merchandise development and had  © Pearson Education Limited 2005 Instructor ‘s Manual efficient production installations. In add-on, VSM had two strong trade names with a planetary presence. On the retail side, VSM is still go oning its quest to ‘transform ‘ its retail merchants to transport its trade names entirely. 6.3 Are the nucleus competencies in 2003 more robust than in 1997? It is straightforward to individual out the merchandise development capacity of the VSM Group as a campaigner for a nucleus competency. The new strategic way has increased the purchase of this competency every bit good as spawned the development of others such as pull offing linkages. However, it is questionable whether merchandise development capacity in itself may be called a nucleus competency ; the Brother company has emerged as an advanced rival with potentially deep pockets. However, the hardiness of a nucleus competency tends to increase when it is embedded in a specific organizational context ; the decision is that the hardiness has increased with the focal point on edifice linkages within the value concatenation ( subdivision 3.6.1 ) . Robustness besides stems from ownership. The coming of to the full software-controlled run uping machines has made package development really of import for the stitching machine manufacturers. The acquisition of the little package manufacturer EMNET was seen as strategically of import in position of the company ‘s committedness to â€Å"enhance the joy of sewing† . Harmonizing to VSM, it saw the tendency as traveling towards farther integrating between computing machine and stitching machine, doing the usage of a Personal computer a excess measure for e.g. the building of embellishment. If VSM were non in control of its embellishment package, it could intend that in the hereafter it would be forced to trust to a great extent on outside parties in order to supply the full merchandises. Interestingly, a similar state of affairs was at manus in the early 1980s when electronic co ntrols were introduced in run uping machines. The strategic options confronting the administration at that clip were either to develop the necessary competency internally or to purchase the services and parts from an outside provider. Finally, the company ‘s determination was to engage applied scientists with grades in electronics in order to develop the new engineering internally. In hindsight, interviewees from merchandise development acknowledge this as an of import strategic determination since some rivals ( e.g. Bernina ) lost of import land in developing their ain engineering. Know-how in electronics has subsequently proved to be a threshold competency for run uping machine makers except for the lowest market sections.6.4 What are the of import factors in the macro-environment that influence VSM and its industry?The PESTEL model may be suited here. Some factors may be thought of as structural drivers of alteration, i.e. factors in the macro-environment that affect the wh ole industry, and some may merely be of importance to the individual administration. A common mistake committed by pupils in this analysis is to seek to make full each missive in PESTEL with some content, nevertheless undistinguished. We have chosen to give a few illustrations that in the yesteryear have shown to be of importance. Concentrating on a few outstanding factors gives the pupils a opportunity to derive deeper apprehension of these factors alternatively of merely fundamental apprehension of a long ‘laundry list† of possible factors.  © Pearson Education Limited 2005Instructor ‘s ManualPoliticalAlthough the political environment in Sweden is really stable, trade policy issues between the EU and the US have threatened the VSM Group in the yesteryear. In the alleged â€Å"Banana War† in the late 1990s, US governments threatened to enforce a high ( 50 % ) surcharge on targeted merchandises such as run uping machines, in response to EU protectionist patterns know aparting against imports of American bananas. This menace was really existent and would hold meant serious losingss in VSM ‘s cardinal market for premium run uping machines. This illustrates the importance of accounting for political conditions between provinces, and non merely within provinces. Another issue could be the general liberalization of trade. Low or no duties on fabric imports have made apparels much cheaper in the Western universe, pass overing out big parts of the fabric industry in the US and in the EU. Cheaper vesture has wholly undermined the old inducement to run up.EconomicOnce once more, the economic environment in Sweden is moderately stable for a little province. However, Sweden has non opted to joint the European Monetary Union ( EMU ) . The Swedish krona hence floats against both the US dollar and the Euro. In the short tally, it is possible to fudge fluctuations in the exchange rates. In the medium tally, these fluctuations will impact the income of the VSM Group in domestic currency. In the yesteryear, the profitableness of the VSM Group has showed clear covariation with the exchange rate of the Swedish krona, both in 1982 ( when the krona was devaluated by 16 % ) and once more in 1992 when the krona dropped over 25 % nightlong as the policy of fixed exchange rate was abandoned. Even in 2003, the VSM Group had to get by with shriveling net incomes ( in domestic currency ) as a effect of the bead in the US dollar.SocioculturalUnder the rubric of sociocultural factors, we find some of the st ructural drivers of alteration in the stitching industry. LOMLOTs ( Lots Of Money, Lots Of Time ) were often used by the VSM Group to depict a turning group of retired persons, peculiarly in the US, with plentifulness of clip for leisure activities and money to pass. Sewing out of necessity is no longer of import for bring forthing demand: you can purchase much cheaper than you can run up. Rather it is ‘higher ‘ motivations in the Maslowian sense that drive many consumers. This alteration in consumer gustatory sensations has had an impact on the industry: the gross revenues of low priced simple machines have plummeted, while more advanced machines show steady gross revenues. The fact that it is now possible to bear down $ 5000+ for a consumer stitching machine ( the Husqvarna Viking Designer 1 ) is besides an index of this alteration. Given that run uping machines are no longer a necessity, there is no â€Å"automatic† creative activity of demand. As such, the sti tching machine is now viing with other types of leisure activities: fishing, golf, or going. The VSM Group has clearly recognised this and its mission statement contains the phrase â€Å"creating demand for more originative utilizations of sewing† .  © Pearson Education Limited 2005Instructor ‘s ManualTechnologicalThe more and more widespread usage of the Internet and its capacity for file transportation has made it possible to easy upgrade characteristics of the stitching machines through a simple download of package ascents. The top theoretical accounts from the taking makers make usage of the Internet to administer embellishment forms and package for the building of usage embellishment. In add-on, the VSM Group distributes ascents of the operating system of the stitching machine proper. As of yet, no theoretical account has a direct linkage to the Internet. Rather, package has to be downloaded via a Personal computer. In category treatment, this may open up informed guess about what new characteristics we might see, given the rapid development for new applications of information engineering in other countries.6.5 What are the forces of competition in the sewing machine industry?The instance text contains adequate info rmation to do it possible to execute a Five Forces analysis. More ambitious enterprise might include external beginnings of information. From experience, it has been noted that pupils may hold troubles with understanding the difference between competitory competition within the industry, which is one of the five â€Å"forces† , and the degree of competition, the dependant variable in the theoretical account. The information provided in the instance ( notably in portion 3 ) makes it possible to execute a Five Forces analysis ( subdivision 2.3.1 ) . Persistently low profitableness over the concern rhythm fundamentally defines the degree of competition as â€Å"high† ( in the Porterian sense ) . Competitive competition seems to be moderate with moderate degrees of merchandise invention, absence of monetary value wars, or aggressive selling towards retail merchants. However, altering purchaser gustatory sensations have meant diminishing overall demand for run uping machines, particularly on basic theoretical accounts. Buyers have high bargaining power due to low exchanging costs between trade names since the industry is mature with a dominant design. In add-on, the typical stitching machine retail merchant carries several trade names. Therefore, it could be concluded that it is the demand side that put downward force per unit area on the industry ‘s net income borders. From the analysis of the environment the pupils are asked to develop an thought of how the market will develop and what alternate places the histrions in the industry may take. Section 2.4 in ECS will likely be helpful here, peculiarly the Strategic Group Analysis in 2.4.1. Besides subdivision 2.4.2, Market Segmentation, will be a cardinal reading since VSM ‘s scheme is to travel after a niche section that is still profitable even though the entire market for run uping machines is worsening. Therefore, the job of specifying the industry and to execute a dynamic analysis will come into drama.6.6 What are the following strategic issues Viking will hold to turn to? What strategic options might be considered?For the VSM Group, two issues stand out: keeping proficient leading and pull offing the value concatenation. Extra issues are trade name direction and pull offing the Pfaff acquisition. Issues of way, methods and â€Å"success criteria† for scheme development are dealt with in c hapter 7 of ECS. In the short tally, this would be â€Å"protect  © Pearson Education Limited 2005 Instructor ‘s Manual and construct on current position† . However, in the medium to long tally, issues of merchandise and market development will come in the equation. The notes below should be considered in this visible radiation. The proficient proficiency of VSM has been a repeating subject in this instance. It is true that capacity for merchandise invention is a cardinal portion of VSM ‘s strategic capableness, but it should non be construed as the beginning of competitory advantage for VSM. In recent old ages, its rival Brother has introduced automatic threading, a utile characteristic soon non available from VSM. In all, Brother ‘s capacity for technology seems to equal that of VSM. Nevertheless, maintaining proficient leading ( as it manifests itself in new merchandises ) is one key to VSM ‘s overall scheme. A good set of applied scientists is portion of the equation but cognizing how to bring forth the right sort of invention is even more critical. Hence the accent on bridging spreads within the value concatenation to better flows of information and resources in both waies. The instance contains a just sum of information on the procedure intended to increase client orientation in all p arts of the value concatenation. This goes for the R & A ; D, production, and marketing sections every bit good as the retail merchants. The concatenation metaphor is suiting in this instance: a concatenation is no stronger than its weakest nexus. The most hard portion to manage is the nexus of the value concatenation that VSM does non command through ownership: the retail merchants. The retail merchants have a critical function in the company ‘s contact with the client. Any alteration in the preceding parts of the value concatenation will be â€Å"filtered† through this concluding nexus to the client. Therefore, VSM has put a batch of attempt and money into developing retail merchants and supplying them with support such as trade name particular store insides and subsidiary merchandises such as instructional pictures and forms. This procedure is ongoing, for both trade names. Customer dealingss are a resource that has to be managed by the company: they can non be bough t and they take clip and attempt to construct. In comparing, technology accomplishments are less dearly-won to develop. VSM ‘s increased attempts in selling and client dealingss provide increasing hardiness ( ECS, subdivision 3.4.3 ) to their strategic capableness. The integrating of the retail merchants into the VSM administration is taken to its logical terminal in the instance of the confined store-in-store construct developed for the US market. Exclusive franchise in the â€Å"Dealer-Partner† programme is besides a move towards increasing control of the retailing concern. The inquiry is: will the constructs that have been proven successful in the US besides be applicable to other markets, such as Europe and Asia? The transmutation of VSM from a product-orientated company to one of market orientation has merely started. From a â€Å"Madchen fur alles† covering all market sections, the aim is now to fulfill the selected client group. This is besides clear from the placement of the freshly acquired Pfaff trade name. The purpose is to construct a relationship with the client. A critical strategic issue is hence to increase the cognition about the targeted client group. The mark group is frequently described as middle-aged adult females with above mean fiscal resources. In VSM ‘s corporate slang, the acronym LOMLOTs ( Lots Of Money, Lots Of Time ) seems to capture some of the indispensable features of this client section. The selling scheme is to do the clients think approximately run uping as an activity that makes good usage of their trim clip, all the piece recognizing Husqvarna Viking and Pfaff as the premium trade names for this activity. 288  © Pearson Education Limited 2005Instructor ‘s ManualBy 2003, the Pfaff line of machines had non been re-engineered automatically ; the basic engineering used is ‘old ‘ Pfaff. However, with new theoretical accounts designed by VSM ‘s ain applied scientists, integrati ng between the trade names will presumptively be more marked both in production and in R & A ; D. The inquiry is, will VSM be able to continue the differentiations between the trade names? There are many analogues that could be made to the auto industry on this issue, e.g. with the Volkswagen pudding stone. The selected scheme is dearly-won ; the debut of advanced merchandises and services is dearly-won. These costs have to be passed on to the consumers and the latest theoretical accounts retail for approximately $ 2000 to over $ 5000. Consequently, the demand for volume may merely be satisfied by a planetary presence. Market incursion in the US is good and in Europe critical stairss are being taken to increase it ( the acquisition of Pfaff is one portion of this ) . However, the instance of Asia is more debatable. In 2001, the VSM Group established a little presence in Tokyo, Japan, but gross revenues are fringy. This may be considered an effort to turn organically but what other o ptions are within range? Is the Asiatic market â€Å"worth† viing for or are resources better spent on consolidation and defense mechanism of VSM ‘s nucleus markets? VSM ‘s quest to â€Å"create demand for originative sewing† means that it has started transforming itself into a company offering more and more services ( after gross revenues, embellishment, run uping categories ) . The balance of the company is altering. The acquisition of Emnet and the quickly spread outing figure of package applied scientists underline the importance of a cognition base in calculating. The command for enlargement in instruction will besides necessitate development of new competencies. In the words of one interviewee, the run uping machine in the hereafter may work as â€Å"an ordinary printer† , the of import portion being forms, instruction and inspiring magazines. Consequently, an interesting strategic issue is how to equilibrate the traditional strength of the company, merchandise development, and the formation of competencies in information engineering and instruction. This is besides a inquiry of company individuality. Take one illustrati on. In interviews with the cardinal persons in the top direction squad, the figure of machines sold frequently surfaced during treatments on public presentation. The interviewees discussed the history every bit good as the hereafter in footings of gross revenues of hardware. The implicit in image was that the figure of machines was decisive for the success of the company, and direction should be focused on the relation between produced machines and gross revenues of machines. The nexus between gross revenues, production and logistics was emphasised. However, in a market-orientated company with the purpose to construct durable relationships with the clients, the figure of machines is simply an index of how many client relationships are initiated. Rather, the end must be to make an administration that aims to increase client satisfaction, advancing a uninterrupted hard currency flow from each of these relationships. One possible scenario could e.g. be that VSM will sell its machines a t a monetary value that is to a great extent subsidised and alternatively range profitableness through the gross revenues of forms and instruction. In this scenario, wholly new linkages between resources and competencies would be critical for the success of the company.  © Pearson Education Limited 2005Instructor ‘s Manual6.7 How does the scheme of the VSM Group fit its strategic capableness with its environment? How did it alteration from 1997 to 2003?A treatment of VSM ‘s scheme and its development physiques on the interplay between strategic stretch and fit – stretch in footings of considerations for bing resource places and tantrum in footings of constructing new resources to capture a place on the chosen merchandise market. In 1997, VSM already had several of import resources and competencies that served as the footing for the new scheme. First of all, VSM possessed an active R & A ; D section and an efficient production installation. It besides had a trade name name that was good regarded in most markets. However, its selling section chiefly supplied merchandise descriptions and run uping forms and was small involve in merchandise development. The market as a whole had been worsening for decennaries but the top section was healthy and VSM ‘s merchandise line was comparable to that of its rivals. Although the major histrions were endeavoring for distinction, most of them were featuring full merchandise ranges with similar characteristics on their theoretical accounts. VSM ‘s strategic analysis suggested that concentrating on the more expensive designs ( computerised run uping machines with embroidery capacity ) would do sense in visible radiation of the altering sociocultural factors act uponing the possible clients for run uping machines. VSM ‘s strong place in the US market likely influenced this decision well. Clearly, following a distinction scheme in footings of the â€Å"strategy clock† ( ECS, subdivision 5.3 ) , VSM seemed to travel clockwise towards a place of focussed distinction. The new top-of-the-line theoretical account â€Å"Designer 1† was instrumental in accomplishing this end. However, accomplishing a function as market leader was non every bit simple a s establishing a new superior merchandise and so merely bring forthing it ; it needed to make its clients. The sewing machine concern is dominated by little independent retail merchants, normally transporting several trade names. Controling the selling attempts of the retail merchants was hence peculiarly of import when seeking to sell a merchandise at about duplicate the monetary value of any machine from the competition. Further, VSM ‘s mission to make demand for its merchandises necessitated closer control of the communicating with its clients. To pull off the nexus between the production of run uping machines and the selling of run uping machines, VSM started an extended programme where independent retail merchants were invited to the Husqvarna works. On site, they toured the premises, received preparation on the new theoretical accounts and information on VSM scheme. In add-on, VSM besides started to supply complete store insides and developing programmes for terminal use rs. It besides closed contracts with selected retail merchants to go sole traders of the Husqvarna Viking scope of merchandises. In exchange, these retail merchants received extended selling support. The scheme development procedure combines elements of both stretch and tantrum. VSM ‘s original resource place had a batch of influence on its new scheme and in this regard, we have a instance of â€Å"strategic stretch† . However, some of VSM ‘s resources were non equal for this scheme. This was clear in relation to the selling maps of the value concatenation. In 1997, VSM has really small control over the selling activities pursued by its local traders. The value of proactive alterations earlier in the value concatenation hence threatened to be suboptimal since the possible benefits would non make its clients. Constructing this new resource ( i.e. pull offing the linkage between assorted parts of the value  © Pearson Education Limited 2005Instructor ‘s Manualconcatenation ) was deemed necessary to capture the targeted place on the merchandise market. In add-on, VSM had unequal co-operation between the R & A ; D and selling sections. In an attempt to promote increased co-operation and communicating, the R & A ; D and selling sections were moved into the same edifice. Previously, the R & A ; D section had been located near to the production line. In this regard, the scheme development was a inquiry of tantrum. The purchase of Pfaff meant adding new resources similar to what already existed in the VSM Group. The Pfaff trade name was strong and perceived every bit high quality. But pull offing two planetary trade names needed clear boundary lines. The pick to see the Pfaff trade name as being on a par with the Husqvarna Viking trade name was in line with the corporate scheme. The distinction between the trade names is founded on the penetration that perceived value and monetary val ues are by far the lone dimensions on which we map strategic groups ( see ECS, subdivision 3.3 ) on the market for run uping machines. Turning to features of the clients instead than the merchandise itself enabled VSM to utilize the value of the trade names in footings of being perceived as technologically advanced and dependable, while providing for a larger client group in its market communicating. Adding the Pfaff trade name allowed the VSM Group to make new client groups without stretching the trade names excessively much. Again, similarities with the auto industry, e.g. Volkswagen, may be interesting to discourse. 6.8 The instance starts with the reaching of the new CEO. What function did Mr. Runnquist drama in the transmutation of the company? How of import is he for the hereafter of the company? The strategic leading of the new CEO Svante Runnquist has several of import facets and many of the techniques can be readily recognised in ECS, chapter 10. Collaboration, instruction and communicating, intercession and way are all portion of the CEO method to enable alteration and construct committedness. First of wholly, the window of chance for him was at that place: the company had been sold and the CEO was freshly on the occupation. Furthermore, the new proprietor Industri Kapital had expressed demands on profitableness, so there was a touchable external force per unit area sensed by the administration. Finally, he seemed to be â€Å"the right individual in the right place† , coming to a production-oriented house which severely needed to upgrade the selling competency. The first thing Svante Runnquist did was to get down the development of a new mission statement and a scheme papers. Hitherto, the company had chiefly used activity programs to steer the short tally operations but no catching mission statement existed for either internal or external usage. The scheme procedure had some of import characteristics. First of wholly, representatives from selling, R & A ; D, production and finance were all included in the top direction squad working on the paperss. Second, in-between direction had to take part in the reappraisal and farther development of the scheme paperss. This made for committedness to subsequently phases. Third, the scheme as a procedure was emphasised by doing the scheme development in the top direction squad an on-going activity. The simple visual aspect of the stapled scheme underlined that this was non cast in rock.  © Pearson Education Limited 2005Instructor ‘s ManualWhy was Svante Runnquist successful in his attempts to advance market orientation in the company? Given that the fortunes were favorable, the persuasive rhetoric of Svante Runnquist surely played a portion. The proactive orientation of the scheme was met with some agnosticism among in-between direction since more urgent affairs seemed to exceed their docket. To counter this, Svante Runnquist illustrated the demand for alteration utilizing illustrations or narratives from other industries that had been capable to unforeseen alteration or reorganization. The demand to concentrate on the traders was illustrated by an in-house version of the value concatenation ( dubbed â€Å"The Viking client staircase† ) . It clearly illustrated that the traders and VSM were portion of the same value concatenation, that it was merely the trader that really met the clients and that the lone beginning of income for the value was the conc luding client.6.9 At two points in clip, the CEO of the VSM Group opens up a wide treatment on the strategic issues. What issues are discussed and why does he affect a larger group of the administration on these issues?In this instance, corporate-wide treatments on strategic issues are initiated at two points in clip. In 1997, the crafting of the original mission statement was discussed from top direction down to the store floor. Subsequently in 2000, the integrating of the Pfaff trade name line brought about a similar procedure. Albeit limited to a smaller circuit of people than in 1997, the procedure still involved people good outside the top direction squad. From interviews with the Chief executive officer it is evident that the aim was to derive legitimacy for the scheme. The issues discussed in both these procedures were really much related to corporate individuality ; the mission statement is formulated in footings of company features and â€Å"who we are† . The 2nd cas e of unfastened treatment on a strategic issue was initiated in relation to the Pfaff purchase. The integrating of the Pfaff trade name into the VSM Group was besides more a inquiry about corporate individuality. The image and feel of the new trade name and associated merchandise lines had to be discussed in relation to the bing Husqvarna Viking trade name and what the people working on it were approximately. Both these procedures seem to be sincere efforts to affect people of the administration in something that finally concerned their professional individuality. However, one time these procedures were closed through formal determinations, the CEO smartly argued for their execution. â€Å"You need to stand on the barricades† , as Svante Runnquist expressed it. It is interesting to contrast other strategic determinations to these really unfastened procedures. The determination to buy Pfaff was purely an matter between the proprietors of the VSM Group and the top direction squ ad. The same goes for the purchase of the Brno works. The deficiency of a wider procedure around these really of import determinations suggests that direction respect these issues as following instead than explicating scheme.

Tuesday, July 30, 2019

Cognitive Behavioral Therapy Essay

In the early 1960’s there was a drift towards Cognitive Behavior Therapy as people turned away out of disappointment in the psychodynamic theory for psychotherapy. Also at this time social learning theory was the new and upcoming study. This is when Cognitive theory emerged with Alfred Adler. He was the first Cognitive therapist who came up with the idea that an individuals beliefs and ideas is what makes up their behavior (Lantz, 1996). He believed that this type of psychotherapy would allow the clients to make changes in the way they think to change their behavior and solve their problems. Alfred Adler was not the only contributor to Cognitive theory. Between the late 1950’s and early 1960’s Albert Ellis came up with dysfunctional thinking or emotions that come from irrational beliefs. He sought out to change these unclear emotions with psychotherapy and by challenging these beliefs. His books are very well known and used a lot of by different therapist. He is basically considered the grandfather of Cognitive Behavior Therapy and his ABC model is used widely. Albert came up with Rational-emotive therapy, which was later on changed to Rational-emotive behavior therapy because Ellis wanted his clients to act upon their new beliefs by putting them into practice (Wilde, 1996, p. 9). Others who have contributed to Cognitive theory have been William Glasser, Arnold Lazarus, Don Tosi, Victor Ramy, Maxie Maultsby, Aron Beck and many more. William Glasser used effective psychotherapy to help his clients find courage to change their life style and become more responsible of their goals. He did this by pointing out the worth of self and the basic human need to be loved. His ‘reality therapy’ consisted of his clients focusing on personal responsibility to understand their own reality (Lantz, 1996). Arnold Lazarus came up with the seven modes of the client that help assess their functioning. These seven modes are sensation, imagery, cognition, behavior affect, interpersonal living and drugs (Lantz, 1996). These modes, according to Lazarus, would help come up with a treatment plan that would help the client in all areas of their function lives. Don Tosi contributed to Cognitive theory by intergrading hypnosis with the therapy. Hypnosis is used to help the clients picture their thoughts in a healthy way through exploration and redirection (Lantz, 1996). Victor Ramy focused his work on helping clients change their self-concept. His books show how to help a client work with and change the cognitive misunderstanding of themselves. Maxie Maultsby used the ABC model as used by Albert Ellis but he also contributed by using rational behavior therapy with youngsters, for self-help groups, and group therapy. Aron Beck was a psychiatrist who used cognitive treatment to help his clients who had anxiety and personality disorders. He did extensive research on effective Cognitive therapy and how it helps clients with a range of individual problems from suicidal patients to those who have borderline personality disorders. Many of those who contributed to Cognitive therapy were not social workers. The first social worker that used Cognitive therapy was Harold Werner. Werner struggled early on when he tried to bring Cognitive therapy to social work as those who had a psychoanalytical point of view attacked him. His efforts allowed the theory to be accepted in the social work arena. Howard Goldstein also helped bring Cognitive therapy into the social work profession. Behavior theory is a mixture of different theories combined and it first came about in the first quarter of this century. The work of Ivan Pavlov and his classical conditioning theory, the work of B.F. Skinner and J.B. Watson and their operant condition theory and the work of Bandura on the social learning theory is all combined in the behavior theory. The classical conditioning theory states that a conditioned stimulus can cause a conditioned response with the famous example of Pavlov and the salivating dog. This is a behavior that is learned and that can be used to help clients during therapy especially those who have anxiety disorders. The operant conditioning uses human behavior and examines it. Skinner believed that behavior was measurable and that certain situations cause human to react is certain ways. Once these behaviors are learned through the scientific method we can predetermine a clients actions and help them with either negative or positive reinforcements. This will either increase or decrease the client’s behavior depending on if the behavior is punished or positively reinforced. In the late 60’s is when behavior theory became a front-runner with clinical social work. At this time the psychodynamic theories were under attack and a new theories were sought out. Social learning theory focuses on using the ABC model that Albert Ellis used to help clients. This involves finding the antecedents, target behaviors, and consequence in ones problematic behavior. Antecedents is what the client was doing before the situation occurred, target behavior is the behavior that needs to be changed or focused on and the consequence is the result because of their target behavior (Thomlison & Thomlison, 1996). These three are analyzed to figure out what needs to change in the behavior to get an alternate positive consequence or to see how the situation can be avoided. Principles and Concepts: There are four basic concepts to Cognitive theory. The first uses Albert Ellis’s ABC model to deal with the emotions we feel and the way we think about our situations and ourselves. The ABC model helps us identify our thoughts and then helps us control our emotions (Lantz, 1996). If what we are thinking during a situation is irrational then our emotions are going to be uncontrollable and irrational also. If we have rational thoughts then our emotions will be functional. If our trigger behavior causes irrational emotions then we need to find rational emotions to replace the irrational belief (Wilde, 1996, p. 33). The second basic concept to Cognitive theory is that these irrational beliefs are in our unconscious and we are not aware of them. This may make it difficult to find out what the thoughts are and why we have dysfunctional emotions. To help our clients notice their irrational beliefs we have to allow them to learn misconceptions about themselves so they are more aware of their thoughts. Irrational believes lead to illogical emotions, which causes the client to react in an unreasonable way, but there are exactions to these types of situation, which is basic concept three (Lantz, 1996). Sometimes the way we feel has nothing to do with our irrational beliefs. What we are feeling is really true or there could be a neurological or other health problem, which can make an individual feel down or angry or upset. A disparity in the brain chemistry can cause dysfunctional emotions. Lastly all irrational emotions are not always dysfunctional which means a rational belief can be dysfunctional also. A client might get sort of ‘high’ or excited from something dangerous such as a gun. Playing with a gun might give a client a feeling of excitement and happiness but it is not safe to play with guns. Feeling happy or excited is not considered a dysfunctional emotion but in this case we would have to teach the client about the misconception in their mind that playing with guns is safe or fun. Cognitive theory allows a person to recognize their environment and their situation both physically and communally and it allows them to work through and change it (Lantz, 1996). A basic concept to Behavior theory is that all behavior is learned and that individual have problematic behaviors. According to Skinner our social problems can be measured through our behavior. By changing the environment and reinforcing the client with either positive reinforcement or negative reinforcement we can get them to change their behavior. The stimuli from the reinforcement will allow the client to either change or remove the behavior (Thomlison & Thomlison, 1996). Social learning theory, which involves the ABC model, shows us how behavior can change for the better. Similarities and Differences: The biggest similarity between Cognitive theory and Behavior theory is the intertwining of the Social Learning Theory. They both use the ABC model and look at the antecedents, behaviors, and consequences of each situation. With Cognitive theory, the trigger behavior comes with an irrational belief that needs to be changed. Clients often times have irrational beliefs during their behavior. After the consequence takes place the ABC model will help us show them their irrational beliefs and teach them that with a rational belief a different consequence could have taken place. With Behavior theory a similar pattern is used. The problem is identified and the target behavior is observed by the social worker other wise known as ‘behavior analysis’ (Thomlison & Thomlison, 1996). The social worker then works with the clients on changing both the antecedents and the consequences to attain a different behavior. Changing the antecedent is known as manipulating the environment condition (Streff, Geller, 1986). The antecedent is changed to increase a positive behavior in the situation. The consequence is used as reinforcement either positive or negative. The reinforcement allows for a change in behavior. The difference between the two theories is that one focuses on the beliefs and emotions that one has about themselves and the behavior that comes from these beliefs and the other focuses on problematic behavior and the reinforcements that change this type of behavior. Behavior therapy uses both positive and negative reinforcements and Cognitive therapy focuses on eliminating the negative behavior or emotion and replacing it with positive rational behavior. A belief scale that serves as a measure from one to ten, is used to see how irrational the clients beliefs really are (Watson, Morris, Miller, 2001). With Behavior therapy reinforcements are used to encourage clients but with Cognitive therapy rational beliefs are used to encourage clients. The clients are questioned on their beliefs and often times humor is used to show the clients how irrational their beliefs can be (Wilde, 1996, p. 61). A limitation of behavior therapy is that reinforcement don’t always work for everyone. A stimulus for reinforcing someone depends on that person’s perception of the stimulus (Wilde, 1996, p. 18). If an individual is having behavior problems and the negative reinforcement is to stay after school, the individual might not think of it as negative reinforcement if they don’t like going home. Their situation at home might be worse then staying after school for detention. Another issue is that behavior theory only deals with the exterior of the problem and does not investigate the deep down root of the problem. Because behavior therapy doesn’t focus on the internal process of the client, the reinforcements are only successful if they bring change in the client’s life for the better. Although Cognitive theory may look at the root of the problem by focusing on automatic thoughts and core beliefs, it also has limitations. It is argued that Cognitive theory only looks at the problem for that one situation that occurs. One incident takes place where the client has inappropriate behavior with irrational beliefs (Atherton, 2007). Other aspects of the client’s life may or may not come up while discovering their irrational beliefs. Another issue is that with Cognitive theory, treatment is not emphasized with family members, the environment, and other interventions (Lantz, 1996). Both theories are culturally sensitive and work with all different backgrounds. Because different races and cultures have different social misconceptions, irrational beliefs may vary from culture to culture; but all cultures have irrational beliefs (Lantz, 1996). What is considered positive or negative reinforcements in one culture may not be considered so in another culture. These types of things vary but both types of therapy work with all different sorts of people. Both theories are compatible with the NASW code of ethics. Cognitive therapy and Behavior therapy both value the client and humanity. Cognitive therapists emphasize the use for rational thinking, which is not only for the client but also for society. The worth of the client is maintained and it is important to make sure that the client doesn’t feel threatened or ashamed by these techniques and it is up to the social worker to maintain these techniques. Blending The Two Theories: Research shows that when blending Cognitive therapy with Behavior therapy there are no proven results that the outcome is better for the client right away. The research does show however that there are more long term results when combining the two theories as apposed to just using one therapy or the other (Thomlison & Thomlison, 1996). Behavior theorists such as Skinner argue that when combining Cognitive theory to Behavior theory, the focus on behavior gets diverted and so the therapy is not as effective. Research is not conclusive on this matter but it shows that efficacy to the therapy depends on the problem that the client is having. As time goes on most social workers use Cognitive Behavior Therapy and not just one or the other. By blending the two theories we can focus on the client’s behavior, reinforce their positive behaviors and allow them to recognize their ideas and beliefs about their behavior to allow them to make rational choices and have rational emotions.

Monday, July 29, 2019

Economic Relationship Between U.S and China in Regard to Market of Research Paper

Economic Relationship Between U.S and China in Regard to Market of Labor - Research Paper Example This research paper focuses on the fact that Chinese labor market has influenced both the economy of China as well and America. This research paper highlights the importance of the labor market that increases the sustainability of the particular nation or the country. The concept of sweatshop is considered in the paper. It argues that the value and the demand of the labor in a particular economy increases with the increase in demand of the goods that are produced by the labors The capital and labor both plays an important and crucial role in the economy. The economic interest of the particular nation is based on the concept of tripartite agreement in which the nation or the state is influenced by the capital and labor. Capitalism is also related with corporatism. The corporatism is considered as the base between the labor and capital. In the economy with favorable and strong corporate arrangement experiences lower rate of unemployment America is dependent on China for importing goods related to manufacturing cost in order to reduce its labor wages. It is argued, that Chinese economy will increase the welfare effect of America in the long run since the decrease in the demand of the American workers in the manufacturing industry will compel them to switch towards other non manufacturing sectors and therefore the welfare gain will enhance in the long run due to labor reallocation Labor mobility across the regions plays an important role in influencing the government policies and employment benefit of the nations.

Sunday, July 28, 2019

Critically appraisal and review the provision of pharmacy services in Essay

Critically appraisal and review the provision of pharmacy services in Luton and Dunstable University Hospital - Essay Example UKCPA motivates experts in the medical sectors to benefit the patients or the public through standard health care, workshops and encouraging innovations in health care sector among others (John, 2013). This discourse is about Luton and Dunstable University Hospital’s pharmacy and its comparison with that of Saudi Arabia hospital. Luton and Dunstable University Hospital is situated next to M1 motorway, just between the Luton and Dunstable towns. The hospital can be accessed through the Lewsey road or Dunstable road. The hospital can also be accessed through various bus routes and these are the Arriva and Centre bus routes. Luton is one of the United Kingdom’s largest towns. It neighbors Dunstable and Houghton Regis and it is about 50km in the northern part of London. According to the United Kingdom 2011 census, Luton had a population of about 203,200. This was a 10.2 increase from the 2001 census. Out of the 203,200, 46,756 were below the age of 16, 145,208 were aged between 16 and 74, while about 11,23o were aged 75 and above. The local inhabitants are mainly the Lutonians; however, the presence of some immigrants cannot be assumed. The immigration started in the early 20th century when the Irish and Scottish arrived. The groups were later followed by Afro-Caribbean and Asians. Recently, several immigrants from Eastern Europe found home in Luton and this is enough evidence that the town is comprised of various ethnicities. To go with statistics, Pakistani makes 14.4%, Indian makes 5.2% while Bangladeshi makes 6.7% of the total Luton population (Office for National Statistics, 2012). However, t he whites still remain the majority in the town. According to 2011 UK census, Luton ethnicity comprised of 54.6% whites, 4.1% mixed, 30% Asian or Asian British, 9.8% black or Black British while the rest make 1.5%. There are various religious groups and these include

Saturday, July 27, 2019

Management and Development of a Model Process Essay

Management and Development of a Model Process - Essay Example TABLE OF CONTENTS TITLE PAGE †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..... 1 ACKNOWLEDGEMENT †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦... 2 ABSTRACT †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 1.0 INTRODUCTION †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 1.1 Investigation & Project Definition 1.2 Statement of the Project 1.3 Objective of the Research Study 1.4 Arrangement and Approach of Study 2.0 PROJECT PROPOSAL & PLANNING †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦... 9 2.1 Target Audience 2.2 Methodology of Research 2.3 Corporate Description 2.3.1 The organization’s activities 2.3.2 Strategic Management 2.3.3 Current projects undertaking 2.3.4 Industry Analysis 3.0 RESEARCH RESULT & DATA ANALYSIS †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 18 3.1 Organizational Analysis 3.1.1 Secondary Data 3.1.2 Specific Operational analysis 3.2 Data Analysis 3.2.1 Tables, Charts, Histogram and Pareto Analysis 4.0 DISCUSSION †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 35 4.1 Research Findings 4.2 Contribution of this Project 4.2 Limitations 4.3 Recommendations for Further Development 5.0 CONCLUSION AND LESSONS LEARNED †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 36 6.0 REFERENCES †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 39 Introduction 1.1 Investigation and Project Definition The risk of an event leading to the loss of all data could be devastating and could have a consequential impact on the functional ability of a company. Confidential company information could fall into the wrong hands by either the breach of security of the company databases or by the leakage... The application of risk assessment tools and processes such as a tracking model that would help reduce loss of documents and enable more efficient tracking of documents at the operational level will be examined along with the development of market strategies to achieve the company objectives. This essay declares that the risk of an event leading to the loss of all data could be devastating and could have a consequential impact on the functional ability of a company. Confidential company information could fall into the wrong hands by either the breach of security of the company databases or by the leakage of information either intentionally or unintentionally by the employees who are authorized to access the information. A good account information system that is computerized would aid the company in keeping a good track of company financial and accounting information, reduce the risk of losing sensitive information that could result in costly lawsuits, breaches of data and serious damage to the reputation of the company. During my internship I intend to work on a tracking model in the general services department that will reduce the loss of documents and ensure the security of electronic documents of the company. With the continuous improvement and adoption of new ideas an d innovation by the Borouge Company as well as the expansion of their market to form contractual relationships with partners from different geographic regions, it is necessary to keep a track on the company documents.

Friday, July 26, 2019

Liberal Arts Studies Essay Example | Topics and Well Written Essays - 250 words

Liberal Arts Studies - Essay Example His views have more to do with how one is perceived as opposed to how thing really are. As a result, morality and immorality is not as black and white as Cicero sees it. In a society where there is a lot of crime and strife, Machiavelli’s views could be seen as both ethical and practical. If a large majority of the people are immoral, it would seem that the moral minority would be constantly taken advantage of. Therefore, people may justify that in order to merely survive; a person must be willing to take advantage of those that would constantly take advantage of them. Morality is bended all the time in real life. Much of this bending is a result of a desire for money, influence, power, and fame. A professional usually won’t tell a big lie but will often tell what are known as little â€Å"white lies.† These lies are prevalent in business and society in general. Cicero would argue that a true professional would never bend their personal morality for gain, althoug h he does argue for the importance of self-interest as long as it doesn’t harm others. In this sense, one could justify telling a â€Å"white lie† as long as it doesn’t harm anyone. Machiavelli would view this behavior as ethical because he feels it is more realistic. Unlike Cicero, Machiavelli would say that the ends do indeed justify the means and that if someone is able to gain and maintain power the means they used to do it are justified.

Compare and contrast the representation of women in the Iliad and the Essay

Compare and contrast the representation of women in the Iliad and the Odyssey - Essay Example On the other hand, the Iliad demonstrates the importance of women in the lives of the ancient Greece. Their roles are mainly depicted as mothers and wives. The Iliad has dedicated women to the role of helping men in different aspects, while at the same time playing the ritualistic roles that would see such men remain well protected during their war adventures. Looking at Hecuba and Andromache of the Iliad, women’s roles are mainly depicted as mothers and wives. The maternal and protective instincts of their sons are seen as an obstacle that the male hero has to overcome to fulfill his heroic destiny. Hecuba plays the caring role of being a mother to Hector. Therefore fore, when Hector arrives back at Troy with the message that women need to offer a sacrifice of the beautiful robes to Athena, Hecuba pleaded with him to first take some wine and relax, and then offer a sacrifice. To this, Hector objected, claiming that if he was to relax and offer a sacrifice, then he would need to cleanse himself first (Homer, n.p.). Further, after Hector has delivered this message, Hecuba and the rest of the women in Troy takes up their finest robes and goes to Athena’s temple, where they offered the sacrifice and prayed for the success of their warriors in the battle, and for their safe return (Homer, n.p.). Despite the fact that Hector did not succeed to return from the battle after he went back, his mother had played the caring role of a mother through playing for his success and his safe return. After Hecuba receives the news of the death of his son, Hector, she is deeply saddened, and makes his husband and the herald who were present during the delivery of the message to pour libations and pray (Homer, n.p.). This is yet a motherly role demonstrated of Hecuba, who feels that her son needs to be covered with rituals and prayers even in his death. Hecuba is also the first to throw herself at Hector’s body when it was finally returned back to

Thursday, July 25, 2019

Company Case ESPN Study Example | Topics and Well Written Essays - 500 words

Company ESPN - Case Study Example In essence, ESPN’s product is the availability of sports knowledge, discussion as well as video and audios of live games, across a wide variety of platforms. At its heart ESPN is a 24-hour cable network that focuses on sports and entertainment based content for television, however the cable network is only one piece of the entire ESPN brand. The brand now contains more than 50 different businesses. Product wise, the brand consists of six cable channels which are home to many important sporting events such as the IndyCar Series and NBA finals, a sports radio network, ESPN The Magazine and a website that offers streaming video and audio as well as downloadable pods casts. ESPN’s augmented product is its ability to provide accurate and up to date information and commentary about all areas of the sports industry and its delivery of this information across many different media types 4. ESPN has strong brand equity. Its name is immediately associated with sports, and the easy access to information that the brand provides across its many different platforms ensures wide recognition from consumers. There is a strong relationship between the brand equity of ESPN and its brand value. The value of its brand can be seen by large number of products and media that ESPN is present on, the continued growth of the company and its longevity. The cable network alone earns close to twice the amount per subscriber each month than the next most profitable network, Fox Sports ($2.91 and $1.67 respectively). Benefits: This association has resulted in the acquisition of many new viewers and gave the network the ability to host key sporting events, and types of sporting events that they did not previously have access to. Possible risks: ESPN has little control over the quality of the merchandise that is produced, and any negative responses to the cobranded

Wednesday, July 24, 2019

The Influence of Martin Luther King on the Church Essay

The Influence of Martin Luther King on the Church - Essay Example Throughout his life, this small little church in Atlanta remained dear to King. It had been the center point of the family for so many years. When Michael was six, his father had his own and Michael's name changed to Martin in honor of Martin Luther, the founder of the Lutheran Church. King and his siblings grew up in a deeply seated religious family, and from his own words written in an essay prepared while in seminary school, it is obvious the importance of God and family to King. "It is quite easy for me to think of a God of love mainly because I grew up in a family where love was central and where lovely relationships were ever present." (Martin, Gale, 1999) Â  During his teenage years, prior to attending Morehouse, King had a difficult period in his spiritual life. His grandmother died during a church program at Ebenezer and King, although he was supposed to be in attendance that dad, had instead gone to watch a parade. This guilt and questioning stayed with him for several years, and upon entering Morehouse King was certain he would not enter this ministry as had his father and grandfather before him. That all changed during his junior year at school. King took a Bible class and met "Dr. Benjamin Mays, a scholar whose manner and bearing convinced him that a religious career could be intellectually satisfying as well." (The Life, Seattle, n.d.) King renewed his faith at that time and decided to attend seminary school upon graduation. "In the fall of his senior year, he told his father of his decision. King Jr. preached his trial sermon at Ebenezer with great success. On February 25, 1948, he was ordained and became associate pastor at Ebenezer." (Martin, Gale, 1999) . Â  In 1954 King was named Minister at the Dexter Avenue Baptist Church in Montgomery Alabama after finishing seminary school. While a pastor at Dexter Avenue Baptist Church in Montgomery, the civil rights movement was burgeoning. A local group of civil right activists planned to start a bus strike in Montgomery in protest of the prejudicial treatment of Blacks while using the public transportation system. On December 1, 1955, Rosa Parks refused to give up her seat on the bus to a white passenger and was arrested. The Montgomery Improvement Association (MIA) was created and a bright, young, articulate Pastor was named as its president. His name was Martin Luther King, Jr. Â  

Tuesday, July 23, 2019

Law and Society Article Example | Topics and Well Written Essays - 1000 words

Law and Society - Article Example Moreover, it is an offence to disclose proceedings relating to minors, or publishing the deliberations of the jury. 1 Several factors have made social media more influential than mainstream media, among them the worldwide reach, low cost associated with internet, and the ability or real time communication. One single tweet can go viral within seconds. â€Å"In days gone by, it was only the mainstream media that had the opportunity to bring information relating to a court case to such a large group of people that it could put a court case at risk. That is no longer the case†¦Ã¢â‚¬  the attorney general was recently quoted saying. However, social media poses a unique challenge. Currently, there exists a weak regulatory framework. The social media is currently regulated by the same laws as the mainstream media. Besides, it is very hard exert regulation over the social media. This is because of the worldwide nature of internet. A person can generally access the internet, or make a comment, from any part of the world. This means that discussions or conversations concerning criminal cases that once took place in gardens or clubs now have a global platform now. Consequently, it’s hard for any one country to exert jurisdiction over the internet. The attorney general has appreciated this fact. â€Å"Blogs and social media sites like Twitter and Facebook mean that individuals can now reach thousands of people with a single tweet or post. This is an exciting prospect, but it can pose certain challenges to the criminal justice system,† stated the attorney general, Dominic Grieve QC.2 Besides this, it is very easy to surf the internet anonymously. Tracing such people, therefore, is hard if not impossible. Therefore, regulating social media is a wide mandate, involving individual internet users and internet services providers. Another factor that makes social media unique is the fact that main players in the sector are laymen; teenagers, youths, adults and

Monday, July 22, 2019

Mm578 Consumer Behavior Course Project Explanation Essay Example for Free

Mm578 Consumer Behavior Course Project Explanation Essay To help you create a graduate-level submission, the following additional insights are provided to help you learn and to facilitate a high quality written submission. You are asked to choose a consumer product or service about which you either know something or on which you can find good research. You may use either a product/service with which you are actively involved in your business or one from another business. This project supports all of the Terminal Course Objectives in the course. This assignment is due on Sunday of Week SEVEN via the Dropbox. No late papers will be accepted. You are to create a thorough, tightly focused Marketing Strategy that focuses on consumer behavior for either a product or a service. To help you in the process, Appendix B is available on page 738 of our course text. The sections below that are highlighted in BLUE text are found in Appendix B. The insights provided in Appendix B should be very helpful as you assess your paper’s intended content. Those sections not highlighted receive this instructor’s additional perspectives in the â€Å"Additional Instructions† area. Develop a tightly focused, strategically-oriented paper. I will be seeking your depth and breadth of your findings and arguments that communicate via your logical, business-oriented writing that you are a thinking, educated, marketer. As you create your paper, please NUMBER each section so that I can easily determine on which one of the seven (7) sections you are writing. You want to demonstrate in-depth critical thinking, provide examples, and support your assertions with legitimate scholarly resources. Use APA citations each and any time that you have referenced scholarly content. NOTE: Wikipedia. com or Answers. com or other similar â€Å"general go-to-us-for-a-fast-answer† websites are not considered scholarly resources. Please do not use these. Demonstrate scholarly research that utilizes respected resources that identify the subject-matter-expert by name. NOTE: No more than 25-30% of your Course Project should come from external sources. Although this is a research paper, I am more interested in learning YOUR perspectives, based on your analysis. After all, this is a paper that YOU are writing. All assignments are submitted to Turnitin. comâ„ ¢ to ensure originality of work. Thus at least 70%+ of your paper’s content comes from your fingertips and demonstrates your synthesis of content reviewed, your critical analysis, critical thinking, and application of key concepts that you have learned from our MM578 textbook. Papers that are a collection of cobbled-together snippets from other websites will not earn a passing grade and when minimal adult learner synthesis and minimal original content is apparent. Your Course Project asks you to utilize the following seven topics as headings for clarity, as well as subtopics as subheadings. Please clearly label each Heading and Subheading in your paper. Headings and SubheadingsAdditional Instructions 1: Market Analysis †¢Company †¢Customers †¢Competitors †¢Conditions Market Analysis (continued)Utilize concepts from your MM522 Marketing Management course and Chapter ONE of our MM578 Consumer Behavior etext book to complete this section. Describe your Company and your Customers.

Sunday, July 21, 2019

A Midsummer Night’s Dream

A Midsummer Night’s Dream The play A Midsummer Night’s Dream by Williams Shakespeare contains two distinctly different subplots within the lager structure of itself, which can be considered as a remarkable characteristic of the dramatic construction in general and of Shakespeare’s play in particular. Although Shakespeare borrows the themes, characters and stories from the history of the ancient Greece and Greek mythology, the play-within-a-play structure shows his creations and his own work. The play-within-a-play structure serves the function of recapping many important themes of A Midsummer Night’s Dream and allows Shakespeare to comment on the nature of art as well as criticize the acting of amateurs who perform and play on the stage yet do not understand what they actually do. The first play-within-a-play is a performance of Pyramus and Thisbe played by the laborers. It is similar to the main play in many aspects including commons in the story of the Athenian lovers and some of the overall themes. Pyramus and Thisbe face parental disapproval in the subplot just like the couple Lysander and Hermia do in the main plot. Despite its dramatic premise, the craftsmen play the love story of Pyramus and Thisbe in such a comical way that parodies the melodramatic Athenian lovers and gives the play a very joyful and comical ending. The role played by the darkness of night creates another similarity as it causes the romantic confusion in both plays. Pyramus, in the dark of the night, mistakenly believes that Thisbe has been killed by the lion when he sees her bloody mantle; he, thus, commits suicide because of this misinterpretation. Likewise, the mix-ups and meddling of the love fairy Puck cause the Athenian lovers face a miserable situation, which also happens at ni ght in the wood. Though the performance of the craftsmen makes the Athenian lovers’ story which involves strong emotions become comical and hilarious, the sub play serves as symbol for the larger play itself. It is explained while the lovers and Theseus and Hippolyta are mocking the ridiculous performance of the laborers, the audiences watching the lovers watch the craftsmen’s play are concurrently aware of the lovers’ own absurdity. Moreover, the play-within-a-play of the craftsmen suggests the strict requirements and the limit of the theatre. The workmen establish a very unlikely dramatic troupe. All of these characters appear comical because of their superficial characteristics and personal traits. They bumble, mispronounce words, and play the part of the fools. These untutored craftsmen are worried about their new dramatic roles for Pyramus, Thisbe, a wall, a lion, and a moon since none of them has had a previous acting experience. In spite of their preoccupation, the leader of the troupe Quince fails to help the actors correct their pronunciation and master important techniques for dramatic performance. During the rehearsal time, instead, he only tries to match the actors in hope that they will play out. On one hand, the play-within-a-play is offered as a comic interlude to display Shakespeare’s creativity. One the other hand, the sub play helps the audiences understand some of the overall themes in t he main play. That is, the play does not clearly explain how the craftsmen come together and how or by whom they are selected to be worthy to play. These characters and the sub play they perform exist to raise questions about the fitness for acting a certain role in a play. The issue of whom is worthy to putting on a play is also one of the concerns in the play A Midsummer Night’s Dream. Another aspect of this issue comprising who is responsible for bringing a play to the audiences or what thoughts and actions are proper in order to bring a play to stage should be also concerned. The conversations among the craftsmen-actors in which they argue whether they can bring an actual wall to stage and conclude that it is impossible to carry out demonstrate this point. Another play which can be considered as a second play-within-a-play is written by the Oberon, the King of all fairies. He creates a play in which the mortals are the performers. Marriage and reconciliation are the means for resolving all conflicts. In Oberon’s play, Helena gets her love, Lysander and Hermia stays together, and Titania has a lesson of obedience. As the workmen turn the tragic drama of the Athenian lovers into a comic farce by their awful performance, Oberon does the same when his fairy Puck accidentally put the love potion on eyes of the wrong Athenian man. This mistake causes the Athenian lovers experience an intensive misery, which also creates a comical situation. Similar to the first play-within-a-play, the second serves an important role to signify the larger play. In â€Å"What hempen home-spuns have we swagg’ring here?† Amateur Actors in A Midsummer Night’s Dream and Coventry Civic Play and Pageants, Clifford Davidson discusses the play-within-a-play structure and its purpose. He indicates that the play-within-a-play raises questions of imagination and stage reality (Davidson 87). Also, the author argues that Shakespeare uses this structure to parody the older dramatic styles of the public theaters fashionable when they tended to use the bombastic language and clumsily use the mythological subjects in their performance (Davidson 88). Above that, Davidson points out a very important issue that Shakespeare makes a comparison between the inadequate of the acting amateurs and the highly professional work conducted by his own company through the parody with the acting of the craftsmen in the subplot (88). According to the author, however, Shakespeare seems to have a negative view on the play and the players in many provincial cities and towns, which probably can cause severe misrepresentation about the quality of the amateur actors or companies (96). Davidson explains that by saying that â€Å"for the spectacles that cities like Coventry were able to mount were surely not so rough and â€Å"amateurish† as we might imagine† or â€Å"the quality of the production were surely much, much higher that Shakespeare’s play-within-a-play in A Midsummer Night’ Dream would seem to suggest† (96). The play-within-a-play is analyzed studied from a different point of view in the article The Act of Change in A Midsummer Night’s Dream. Alan Bellringer explores the art of acting which he claims is â€Å"a valid part of the art of living† and its importance (213). He asserts that â€Å"the sub plot about the Athenian workmen’s underserved success in the amateur dramatic competition is thematically relevant and supportive† (Bellringer 213). On the other hand, the author sees acting and plays as a mean for normal, simple and blundering people like the character Bottom to â€Å"escape from their stereotyped tradesmen’s personalities through their imaginative art of drama, the world of ‘shadows’†. Through the play and acting, these craftsmen-actors can â€Å"briefly change their status in life† and â€Å"find fulfillment in their new-found importance as actors†. Regardless of â€Å"a mere matter of talented extroverti sm†, Bellringer compliments the performance of the craftsmen for their contribution to the success of the play even though it is intended as a ridiculous performance used to satirize the dramatic play of Pyramus and Thisbe and turn it into a comical play (215). He stresses the dynamism as the essential quality of this comedy and states that the purpose of play-within-a-play is about the â€Å"use of change† or the â€Å"amendment of life† (Bellringer 217). The play-within-a-play structure recaps the principles themes and ideas of A Midsummer Night’s Dream and has a significant contribution as a representation of the main play. The similarities in the sub play clarify the overall scheme. It also serves as a tool for Shakespeare’s creative work and a mean for the audiences to distinguish between the fiction and reality and realize the nature of art in theatre. Works Cited Bellringer, â€Å"The Act of Change in a Midsummer Night’s Dream†. English Studies 64.3 (1983): 201-17. International Bibliography of Theatre Dance. Wed. 10 Apr. 2014. Davidson, Clifford. â€Å"†What hempen home-spuns have we swagg’ring here?† Amateur Actors in a Midsummer Night’s Dream and the Coventry Civic Plays and Pageants†. Shakespeare Studies 19 (1987): 87-96. International Bibliography of Theatre Dance. Wed. 10 Apr. 2014.

Service Quality In Restaurants

Service Quality In Restaurants By conducting a literature review, the reader gets a better understanding of the question in hand. According to LeCompte et al(2003,p.124), conducting a literature review is a means of demonstrating an authors knowledge about a particular field of study, including vocabulary, theories, key variables and phenomena, and its methods and history. The research question which is addressed is service quality in restaurants, to which the literature review would focus to wherever necessary, with wide areas of service quality in general being looked into. Service Quality is not only an object of wide interest among organizations, but also is a topic that is widely discussed by researchers. Since it doesnt possess characteristics such as products do, service quality has never been easy to define. Researches have proposed different characteristics in terms of its dimensions, but few have been used. One of the most widely used model is based on the comparison between the expectations and perceptions of the customer about an organizations service. Parasuraman et al.(1985) created a model to measure service quality called the Gap Model. This was later used as a basis for creating the SERVQUAL model which is a 22-item scale used to measure service quality. It had a great impact on later works and evolved as one of the predominant tools t o be used across organizations. Restaurant is a field where SERVQUAL is used extensively for measuring their service quality. In the following section, the service quality literature is explained in detailed and later on, its linkage to the restaurant industry is looked into. 1. SERVICE QUALITY The service management literature argues that customer satisfaction is the result of a customers perception of the value received, where value equals perceived service quality relative to price (Hallowell, 1996, p. 29). 1.1 DEFINITION OF SERVICE In order to understand what Service Quality is, it is essential that the term Service is defined. Grà ¶nroos(2001) claims that services are processes and not physical entities or goods, and that service firms have processes that interact rather than products. According to Stromgren(2007, p.12) , a service is an activity or series of activities of a more or less intangible nature than normal, but not necessarily , take place in the interaction between the customer and service employees and/or physical resources or goods and/or systems of the service provider, which are provided as solutions to the customer problems. 1.2 DEFINITION OF QUALITY There are plenty of definitions of quality that are prescribed by different authors. According to Juran(1988), quality can be defined as the fitting to the intended use of the entity and thereby meeting the expected standards. In the case of an entity not fitting its intended use and expectations, the customers can bill it as of poor quality. Crosby(1979) prescribed quality as `conformance to requirements`; Garvin(1988) found internal and external failures of the entity and measured quality by the count of the failures. However, Parasuraman et al(1985) claims that quality cannot be defined using a product-based approach when dealing with service sectors and hence came forward with the term Service Quality. Considering that my research topic and questions is based on service quality, the explanation provided by Parasuraman et al(1985) is used. 1.3 DEFINITION OF SERVICE QUALITY The concept of service quality and its theories and practicality has been considered very important by the academics and practitioners over the past few decades because it acts as a chief contributor to customer satisfaction and profitability (Parasuraman et al,1985). Thus service quality has become as important factor for all organizations that need to survive in a competitive market. The definition of service quality as conceptualized in various literatures on service, centres on the quality perceived, and is defined as the judgement made by the customer about an entitys overall excellence or superiority (Parasuraman et al., 1988). In accordance with the finding of Ghobadian et al(1994),service generally has four characteristics which are different from manufacturing goods. The four characteristics are described below: Inseparability of production and consumption: This characteristic of services refers to the fact that production and consumption of service is inseparable as they are in contact with each other (Parasuraman et al.,1985). The service provider in turn becomes an important component of the service and is assessed by the consumers (Zeithaml et al., 2003). In the process, the consumers become co-producers of the service (Edvardsson,2005). In the service industry, the producers create the services which simultaneously involve its consumption. There is no room for complacency and quality shortfalls cannot be covered at this point. To illustrate, the service is being constructed at the same time that the customer is receiving it. Intangibility: Services are fundamentally intangible which means that it is impossible for the customers to physically see, smell or touch the product before the purchase is made. Services can easily be copied as a result of intangibility, because most of the services are not patented (Zeithaml et al.,2003). Intangibility results not only in difficulty to manage services, but it becomes hard for the consumers to evaluate(Lovelock et al.,2004). Hence, the customer turns to other alternatives such as obvious signs of quality such as reputation, physical tangibles, and word of mouth from previous users. In services, word of mouth and reputation have the most importance, and thus drives the service provider to deliver services right and flawless, the first time. Perishability : Service cannot be inventoried for later use which means that it impossible to have a final check like manufactured goods. According to Zeithaml et al.(2003), careful planning has to be made to manage services, as they cannot be resold or re-inventoried. Hill(1977,p.318), in his article, mentions that services can be seen as a change in the condition of a person, or of a good belonging to some economic unit, which is brought about as the result of the activity of some other economic. Another dimension to this was added by Lovelock et al.(2004) that stated that goods could be more complex to manage as the costs are incurred for its storage. So, service operations must get the right service first time. Heterogeneity: It involves service consistency and accuracy. Due to the fact that delivery of service usually involves a contact between provider and consumer, thus the behaviour of service provider can influence the perception of the customer. Moreover the accuracy of the information and the ability to interpret customers expectation correctly has a great influence on customers perception of service quality. However, expectations may change during delivery process. For this reason, service providers have to rely heavily on the ability of their staff to understand customers demand and respond in a suitable way. Service can be divided into two dimensions, the functional quality and the technical quality (Gronroos,1984). The technical quality essentially deals with what or what service is provided and functional quality deals with how or how the service is delivered. Another conceptual model which was brought forward by Lehtinen et al. (1991) comprises of physical, interactive and corporate qualities of an organization. Interactive quality deals with the overall interaction of the customers with the elements of the firm. Corporate quality deals with the image customers have about the firm. Physical quality deals with the physical good which is consumed during a service process, food at a restaurant for example and also the physical elements which make up the facilities of the restaurant. Going further deep into the service quality literature, Parasuraman et al. (1985) used 10 dimensions to explain service quality which were tangibles, reliability, responsiveness, courtesy, credibility, compet ence, access, communication, security and understanding. This model was later reduced to a scale of 5 dimensions after a process of reliability and validity testing (Parasuraman et al. , 1988). 2. CUSTOMER LOYALTY The satisfaction of the customers is one of the main aims in any business, the restaurant business in this case. Businesses recognize that maintaining current customers is much easier than winning over new ones to replace the loss (McColl-Kennedy Schneider, 2000). It is mandatory for restaurants to strategize their services to suit the ever-changing dining needs and lifestyles of customers, if they have to increase loyalty from customers. (Min et al,2002). Individuals dining expectations have evolved over the years due to changing social environment, better education, the development of culinary culture, healthy dieting awareness and cultural influences(Markovic, S .et al ,2010 p.182). According to Wishna (2000), customers, in future, would expand their dining horizons to a new level. They would need new experiences to satisfy their ever-changing requirements. Probably the most extensively debated topic about service quality field is the constructs of service quality and the related customer satisfaction (Johnston,1995). Many researches have come to a conclusion that they are two different entities but the relation between the two entities is still questioned(Cronin et al.1992). Parasuraman et al(1988,p16), suggested that perceived service quality is a global judgement, or attitude, relating to the superiority of the service, whereas satisfaction is related to a specific transaction. Parasuraman et al(1995) identified from their research that satisfaction is clearly linked to each specific transaction. They also mention that customers may be satisfied with the particular transaction but might not identify the firm as a high quality one. On one hand, there are other researches which support the argument that customer satisfaction is an antecedent of service quality(Bitner,1990). Bolton et al.(1991) suggest that satisfaction is derived from disconfirmation and becomes an important factor which influences customers opinion of the service quality. However, recent researches claim that service quality is the antecedent of satisfaction, in opposition to the arguments from the earlier works. According to Zeithaml et al(2003) states that while customer satisfaction is a broader concept, service quality is a component that comprises of customer satisfaction along with other components which includes price, product quality, personal factors and situational factors. 3. SERVICE QUALITY MODELS The use of technology can provide an organization with the needed thrust to enhance its service quality. There are several conceptual models of service quality available, which helps the management in identifying quality issues. By making sure these issues do not re-surface, it increases the possibility of improving the organizations profitability, efficiency and overall performance ( Parasuraman et al,1988). 3.1 THE GAP MODEL Service quality, unlike goods quality, cannot be measured in terms of the number of defects. It is an elusive component which is difficult to measure ( Parasuraman et al,1988). In their earlier research in 1985, Parasuraman et al. identified that service quality rises from the comparison of the expected quality and the perceived quality of service performed. They explored the concept of service quality by taking focus group interviews. The conceptual model which was identified as a result of the research consisted of five gaps in the desired service.The first four gaps is part of the perceptions and tasks in providing services, by the management. The last gap is the overall expectations from the customers. They formed a new service quality model which was based on the gaps between the expected and perceived quality. This is known as the GAP Model. Fig 1. Illustrates the model. The five Gaps that were identified are ( Parasuraman et al., 1985) : Knowledge GAP, Standards GAP, Delivery GAP, Communications GAP. GAP 1 : The Knowledge GAP is the difference in the level of expectation of the customer and the organizations perceptions of the customers expectations. In some cases, the management fails in understanding what the customers want. The dimensions identified by the management as important and which constitutes good service might not be the things that the customers look for. GAP 2 : The Standards GAP is the difference in organizations perceptions of the customers expectations and the service quality standards. The management find it difficult to deliver services according to the customers expectations due to lack of resources or other conditions which are not favourable. But they understand what the customers want. GAP 3 : The Delivery GAP is the difference between the organizations service delivery and its related communication with the customer. Staff performance towards delivery of the service plays a huge part in the customers perception of the service quality. But it can be inconsistent, even though the standards are specified. The quality of service delivery can be affected due to variability among providers. GAP 4 : The Communications GAP is the difference between the organizations service delivery and the communicated information about the service to the customers. This gap occurs when a firm fails to deliver the promised services. The consequences of overpromising in that the expectations of the customers are high and when the actual service is received, their perceptions of service quality sink. GAP 5: Overall experience of the service is the main point of focus here. The first four gaps form the perception of service that the customers receive whereas the fifth gap stands for the customers expectations compared to their perceptions, ie their view on the service quality. The diagram is illustrated in Fig 1. Fig.1 The GAP Model The GAP model is the most widely used and is one of the most important contributions to service quality literature (Brown et al. 1995). Gaps 1 to 4 shows how the service is delivered, while Gap 5 depicts the overall difference between the expected and perceived service with respect to the customer. Gap 5 is the most influential in the SERVQUAL model (Parasuraman et al, 1985). 3.2 SERVQUAL Measuring the quality of services in a restaurant is a daunting task as both the service outcome and service delivery is to be assessed. According to Wu et al. (2009), service encounters in restaurants comprise of three components: environmental elements (e.g. design, music,lighting), employees (e.g. professional skills, reliability) and customers (e.g. interaction with other customers). Environmental elements consist of the design of the restaurant interiors, the music being played and the lighting which is used. Employees form the core part of the service which helps to perform the service. To understand all characteristics of the restaurant service quality an appropriate measurement instrument should be developed. SERVQUAL is an instrument that is used to assess the customers perception of the service quality of a service. It is a multi-scale instrument, which took its shape from the GAP model originally, and later was developed further in the 1980s. The instrument contains two sections. One section consists of 22 items that measure consumers expectations. The other section includes 22 corresponding items that measure consumers perceptions of the service they received. The 22 statements represent the five service dimensions that consumers use to evaluate service quality: tangibles, reliability, responsiveness, assurance and empathy (Markovic, S., 2010, p.183). According to Parasuraman et al. (1988), Tangibles: Comprises of physical settings, the equipment used and the appearance of the employees Reliability: the ability of the employees to deliver the promised level of service Responsiveness: the ability of the employees to be willing to help out the customers and serve customers without any delay Assurance: is the level of knowledge the employees possess and their courtesy towards the customers, together with their ability to build trust and express their confidence Empathy: is the providing of individualized attention to the customers and be caring towards them. In SERVQUAL, the service quality measurement is based on the comparison of customers expectations and their perceptions of delivered service. The difference between expectations and perceptions scores is called the SERVQUAL gap. A negative gap indicates that received service did not met customers expectations. On the contrary, a positive gap indicates that customers perceived that service delivery exceeded their expectations. SERVQUAL is used as an instrument to diagnose an organizations weaknesses and strength in terms of service quality and uncover them. It creates a systematic, multi-stage process that is based on the dimensions identified and entities which correspond to that organization (Zeithaml et al., 1988). It can be used in businesses of any kind and provides a basis structure owing to its expectations-perceptions model, comprising statements for all the five different dimensions. 3.3 LIMITATIONS OF SERVQUAL Many organizations have used SERVQUAL for measuring their service quality with considerable amount of success, although there have been certain problems which have been identified. These problems are : Dimensions of the model Parasuraman et al.(1991) claimed that the five dimensions is SERVQUAL used to assess service quality can be used in all service contexts. However there were differences in opinion among other researchers. Buttle(1996) argued that the dimensions change with respect to numbers and the factors as SERVQUAL is used in different service contexts. According a research conducted in a retail setting by Finn et al.(1991), SERVQUAL dimensions are not generic. Babakus et al.(1992) noted that the dimensions can be simple or complex depending on the type of industries it is used in. A major argument to Parasuraman et al. was by Carman(1990), where he did not agree with the combining of the 10 original dimensions to five as he thinks the collapsed dimensions could have been important in certain areas and hence should be looked into as a separate dimension. Expectation of the service Expectation in a service context essentially means the desired level of service that a customer would like to receive ( Parasuraman et al., 1988). It is the minimum level of service quality that the provider should provide. But due to the ambiguous nature, it can be interpreted in different ways. While some may rate expectations according to their expected ideal or optimal performance, others may rate it as a minimum tolerable performance (Teas,1993). Issues with GAP scores The high rating of expectations by customers in the SERVQUAL setup leads to negative scores which immediately start questioning the analytical utility and interpretation of the concept (Smith, 1995). Process Focus According to Buttle(1996), SERVQUAL deals with only the process or the method by which services are delivered but not the quality of the final output that is provided. When service quality is assessed, both process and output should be used in SERVQUAL as both together can give the prediction of the choice that the customer would make rather than one without the other(Richard et al.,1993). Pricing Price plays an important role in determining the customers expectations and perceived quality(Smith,1995). He states that according to some customers, excellent food service comes with high price while lower prices are associated with restaurants which are targeting a lesser market. Hence, according to Smith(1995), price should be considered when measuring service quality. SERVQUAL is only one of those instruments which is used in measuring service quality. And going by the words of Asubonteng et al.(1996), until a model which is capable of better measurement evolves, SERVQUAL will be dominant. I am using SERVQUAL as the tool to measure service quality in the restaurants I am focussing on. 4. SERVICE QUALITY IN THE RESTAURANT INDUSTRY Expectations are defined as what the customer beliefs of the service that would be provided and is the main standard against which the actual performance is measured (Zeithaml, V. and Bitner, M., J. 2003). There are five types of expectations of the customers- (i) minimum tolerable expectations (ii) acceptable expectations (iii) experience-based norms (iv) normative should expectations (v) ideal expectations(Zeithaml, V. and Bitner, M., J. 2003) According to Garvin(1987), the common attributes of service quality are Performance, features, conformance, aesthetics, reliability, durability, serviceability and perceived quality. Parasuraman et al. (1990) developed a five-dimensional framework of service quality which consisted of tangibles, reliability, responsiveness, assurance and empathy to analyse service quality. However, GroÈnroos (1990) came up with a framework of his own which consisted of six elements in measuring the perceived value of services. These are explained in Table 1. There are many factors that may influence customers assessments of restaurant quality. Previous researches suggested that food quality, physical environment and service are the major components of overall restaurant service quality (Dulen 1999; Susskind Chan 2000). Among these attributes, food quality is the most important dimension of the restaurant experience (Sulek Hensley 2004). What is more, it is an essential requirement to satisfy the needs and expectations of restaurant customers (Peri 2006). Although there is no consensus on the individual attributes that constitute food quality, the researchers focus on presentation, healthy options, taste, freshness and temperature (Namkung Jang 2008). Several studies have cited the importance of service quality for customer satisfaction with a service encounter (Stevens et al. 1995; Qu 1997). Additionally, in restaurants settings, service quality is an important determinant of customer satisfaction (Kim et al.2009) and return intention (Kivela et al. 2000). Stevens et al. (1995) developed an instrument called DINESERV which was based on the SERVQUAL. It was created to measure the perceptions of the customers about the restaurants service quality. It was used by many as a very reliable and simple tool for finding out the customers view on service quality. It consisted of 29 items, which fell into the five service quality dimensions. It is used in assessing different types of restaurants. Through the findings, it is known that the customers give the highest priority to reliability. Further researchers like Heung et al.(2000) have identified that the customers expectations vary depending on the restaurants. They used DINESERV to compare and contrast certain restaurants at an airport and found out that the expectations vary with different restaurants. However none of the tools have included food quality as a possible dimension. According to Andaleeb et al.(2006), SERVQUAL should include food quality as a service quality dimension as food quality covers the entire section of food service attributes. This was supported by Namkung et al.(2007) who valued the importance of food quality in measuring service quality as they identified in their research that it was the main factor which influenced customer satisfaction. They claim food quality constitute of presentation, variety, healthy options, taste, freshness and temperature(Namkung et al., 2007). Against this backdrop, the main aim of the research, the use of technology in improving service quality in restaurants is looked into. 5. USE OF EXISTING TECHNOLOGY IN RESTAURANTS TO AID SERVICE QUALITY The use of technology is increasing in all aspects of the restaurant industrys operations and management. Technology is traditionally viewed as the key component in industries. In recent years, technological developments have acted as the key catalyst in improving service operations and providing the customers with enhanced experiences at restaurants. According to Berry(1995), technology should be used as a servant rather than acting as the master. It should be used to add value to the service offered to the customers, not to completely replace the role of service. Technology offers a better method of performing the service, which eventually benefits the firm, the customers and the employees. It provides a better image to the firm, better dining experiences to the customers and varied and easy way of performing service, to the employees. To cite an example, McDonalds, the chain of restaurants maintain their business by deploying simple technologies to aid services. Devices like food timers and vegetable cutting machines are used to maintain the consistency of various products. When the management considers the type of technology to be adopted, they should also take into account, the reaction of the customers to it, apart from the expenses and benefits that the restaurant might face. It is worthwhile to note that, a new technology will not be of significance if it does not satisfy the customer. By using technology, it benefits both the customers and the restaurant management. 5.1 Benefits to customers Improved convenience The term service convenience deals with the desired time and effort the customers are ready to invest in dining out. An increase in service convenience is directly related to an increase in customer satisfaction (Holdern et al., 2008). Technology can be used to improve access convenience which deals with the relative ease with which an order can be placed, transaction convenience which deals with speeding up the payments and benefit convenience which deals with controlling the pace of their time at the restaurant (Dixon et al.,2009). Increased control Control is defined as the need to demonstrate ones competence, superiority, and mastery over the environment( Hui et al., 2002). From past researches, it has been proved that customers feel more satisfied when they feel they have substantial control over their service encounter( Ariely et al., 2000). Hence, when implementing new technologies, it is important to choose such that the majority of the control the service encounters remains with the customer. 5.2 Benefits to the restaurant management Service speed Increased speed of service can lead to more satisfaction and higher revenues, as more customers can be served. This is where use of technology steps up. The time taken for taking orders, communicating the orders to the kitchen, managing the tables, transaction times can all be reduced by the use of technology. Hand-held electronic devices like ipad and HP touchpad are widely used in restaurants. Orders taken through these devices can be directly sent to the electronic display board in the kitchen, so that there is no delay between taking the order and food preparation, which speeds up the service, and eventually better customer satisfaction. The tables in the restaurant can be managed by using advanced table managing softwares that are prevalent these days. This can help in effectively controlling queuing. Transactions and payments can be made faster by using handheld credit card machines at the table to ensure there are no delays. While faster service always leads to better satisfaction, it should be managed properly so that the customers must not feel the notion that they are being rushed through the service. Reduction in labour cost- Usage of technology helps in reducing cost incurred due to large number of staff. Usage of self-service kiosk and online and off-line reservations help reduce labor charges. Also, kitchen equipments like automatic dishwasher, plate warmer helps reduce costs incurred for staffs. A steady increase in volume and revenue A new trend in the modern restaurant industry is to create attractive websites and create their own accounts in various social networking websites like Facebook and Twitter. Customers can access information from these pages and can also subscribe to updates from these restaurants about the latest offerings, menu and special events if any. Online reservations provide the restaurants with a separate channel which makes the restaurant feel more accessible and also through which customers can be attracted. Previous researchers have found out 59% of the restaurants which uses online reservations encounter a steady increase in sales(Lang,2006). Other research identified that customers even make online reservations even during hours outside the working hours of the restaurant, which means the restaurants are capturing business during periods which they normally did not expect to( Layton, 2006; Ross, 2006). Improved service and product Technology if used appropriately, can aid restaurants to provide improved and consistent service to customers. Past researches have shown that an increase in the perceived product quality and service quality have led to an increase in the restaurants profit and better customer satisfaction ( Rust et al.,1995). The areas in a restaurant where technology are used can be divided into five section, namely(Dixon et al.(2009)): Queue management Menu Internet-based content Kiosk Transactions The usage is depicted in a tabular form in the next page. Category Technology used Relevance Queue Management 1.Table management software 2.Pagers given to the customers 3.Hand-held order-taking devices while waiting in the queue Pagers alert the customers seated in the waiting area when their table is ready Hand-held devices help to take the orders from the waiting customers and transfer it directly to the kitchen so as to minimize the delay of food preparation Menu Virtual menus available online which contains details of the nutritional values Virtual menus available at the table Customers can decide on the menu when ordering online based on the nutritional value Customers seated at a table gets to know the content of the food and its nutritional values before ordering Internet-based content Online table and food reservation system Websites to connect to the customers about new offers, special discounts and new items on the menu Accounts on social networks to create a sense of belonging to the customers Online ordering helps in reducing the waiting time for food at the restaurant Customers get to know the latest happenings at the restaurant and understand the new things on offer Urges customers to become part of the restaurants online family Kiosk Ordering food through kiosk Making payments through kiosk Ordering through kiosk helps the customers to order through a touch screen device, without other staff contact Making payments using kiosks add the personal touch to each customer Transcations Payment using hand-held credit card machines,SMS and NFC(Near-field communication) Makes payment much faster than the traditional cash or taking-card-to-counter method Table 1 : Usage of existing technology(Dixon et al.200