Case Study Example | Topics and Well Written Essays - 750 words - 1

Case Study Example But there was internal problem of equity shareholding. The funds were limited and they wanted the company to grow. For this Chase approached investors and not bank as there was less cash in their banks. There was positive feedback from the investors. The pricing strategy was the important factor with promotional activity in the US market. The target audience for the company was different in North America. The pricing strategy was difficult. Chase adopted the European model pricing strategy for a while and then customized the pricing strategy to attract more customers. Financing was done from own resources along with convertible loan into shares and this helped to develop the business. They used low cost tactics of marketing. Through word of mouth, free media coverage, public relations and personal guerrilla marketing efforts, tactics were implemented. They used the internet source and website to build huge online customer base for booking in advance from different locations. The conc ept of ownership feeling with the right target customers developed the business in the US. B Business Model The business model has been developed from the Swiss concept of renting the vehicle. The concept was adopted from European market as well. Chase and Danielson had researched in 1999 about the European market, the UK market, the US market and other markets as well to develop its Zipcar business model. Taking the vital aspects of the international markets, Chase and Danielson developed their model which was the US car sharing based model. The operation was conducted first in one city. The successful running of this operation made Chase and Danielson operate the business in 14 cities. This way, they expanded their business. Changes between December 1999 to May 2000 The planning and research was completed in December 1999 and the venture was started in January 2000. There were funding from Chase’s own resources along with that of Danielson. There was limited funding and the overhead costs were to be minimized as they attempted to deliver the service at low cost than the competitors. To expand the business and its operations in other cities, funding was required. For this Chase and Danielson prepared the financial investment plan and were able to attract the investors for financing the business. The business did well during the phase of January - February. After February, finance was provided and their liquidity position was strong enough to manage various overheads, operating costs and they were able to expand the business. Chase developed the infrastructure to launch the operations that were significant to develop the business. Revenues were increased through the membership and there were increase in the customers. This continued even in the month of May 2000. Implications of Actual Operations in September The overhead expenses were increasing and there were problem with the increase in the fuel prices, which increased the operating costs. They were still in the development phase with additional costs in the technical advancement for the service. This increased the cost. There were certain convertible loans raised during this period for the business operations. Comfort or Concern The prevailing scenario was a major

Resource Based View Of Firms Competitive Advantage

Resource Based View Of Firms Competitive Advantage The nature of competition constitutes the basis of a firm s success or failure. Quality today no longer constitutes a competitive weapon. Organisations long term success in a market is determined by its ability to expand and maintain a large number of loyal customer bases. Innovation has always been at the focus of competitiveness. Innovation often occurs in sudden dynamic shifts. It is these sudden competitive changing innovations that open up and close out vast areas of businesses. A firm s core competences is dependent on its capacity to creatively combine core skills (Prahalad, 1993), from both within and out side the organisation. However, what matters is the creative bundling of a firm s core competency (Prahalad, 1993) and thus, the need for a focus on the factors that signal value to the customers. Firms are required not only to improve, but to innovate products and services and anticipate customer needs on a continuous basis. In order to maintain a long-term relationship with the customer, firms need to demonstrate their ability to think for the customer, and to conceive and implement new ways to serve them better. Table of contents Executive Summary 1 1.0 Introduction An Overview of the Resource-Based View (RBV) 2.0 Competitive Advantage and Innovation 3-7 3.0 International Business Machines Corporation IBM 4.0 SONY 8 5.0 Procter Gamble 11 6.0 Conclusion 14 References 15-18 Bibliography and Appendices 19-21 1.0 Introduction An Overview of the Resource-Based View (RBV) RBV is a strategic theory for understanding why some firms outperform others. It is a widely adopted analytical tool of assessing a firm s internal strengths and weaknesses and a business management tool used to determine the strategic resources available to a firm. The fundamental principle of the RBV is that the basis for a competitive advantage of a firm lies primarily in the application of the bundle of valuable resources at the firms disposal (Wernerfelt, 1984, p172). It provides an explanation of competitive heterogeneity between firms. To transform a short-run competitive advantage into a sustained competitive advantage requires that these resources are heterogeneous in nature and not perfectly mobile (Peteraf, 1993, p180). Classical RBV theory was contributed by Penrose (1959) almost half a century ago. She argued that a firm is more than an administrative unit. It is also a collection of productive resources. The disposal of the resources between different users over time is determined by administrative decision. Penrose contributed to our knowledge of the creation of competitive advantage, sustaining competitive advantage, isolating mechanisms, and competitive advantage and economic rents (Kor and Mahoney, 2004). Modern RBV theory of the firm was introduced by Barney (1986, 1991), Dierickx and Cool (1989), and Peteraf (1993). Their works assumed that each firm is a collection of key resources and capabilities that determines a firm s strategy. Above-average returns are earned when the firm uses its core competencies to establish a competitive advantage over its rivals. With the progress in the research on RBV, it has become clear that the RBV extends beyond the assets of an organization and reaches i nto its capabilities which have more relation with process and activities. According to Barney (1991), for a firm to have the potential to generate competitive advantage firm resources must have four attributes. First, the firm must be valuable, in the sense that it exploits opportunities and or neutralizes threats in a firm s environment. Secondly, it must be rare among a firm s current and potential competition. Thirdly, it must be imperfectly imitable. Finally, there cannot be strategically equivalent substitutes for this resource . Identify the firm s potential key resources. Evaluate whether these resources fulfill the following (VRIN) criteria: Valuable A resource must enable a firm to employ a value-creating strategy, by either outperforming its competitors or reduce its own weaknesses (:p99;p36). Relevant in this perspective is that the transaction costs associated with the investment in the resource cannot be higher than the discounted future rents that flow out of the value-creating strategy (Mahoney and Prahalad, 1992, p370; Conner, 1992, p131). Rare To be of value, a resource must be by definition rare. In a perfectly competitive strategic factor market for a resource, the price of the resource will be a reflection of the expected discounted future above-average returns (Barney, 1986a, p1232-1233; Dierickx and Cool, 1989, p1504;[1]:p100). In-imitable If a valuable resource is controlled by only one firm it could be a source of a competitive advantage ([1]:p107). This advantage could be sustainable if competitors are not able to duplicate this strategic asset perfectly (Peteraf, 1993, p183; Barney, 1986b, p658). The term isolating mechanism was introduced by Rumelt (1984, p567) to explain why firms might not be able to imitate a resource to the degree that they are able to compete with the firm having the valuable resource (Peteraf, 1993, p182-183; Mahoney and Pandian, 1992, p371). An important underlying factor of inimitability is causal ambiguity, which occurs if the source from which a firm s competitive advantage stems is unknown (Peteraf, 1993, p182; Lippman and Rumelt, 1982, p420). If the resource in question is knowledge-based or socially complex, causal ambiguity is more likely to occur as these types of resources are more likely to be idiosyncratic to the firm in which it resides (Peteraf, 1993, p183; Mahoney and Pandian, 1992, p365;[1]:p110). Conner and Prahalad go so far as to say knowledge-based resources are the essence of the resource-based perspective (1996, p477). Non-substitutable Even if a resource is rare, potentially value-creating and imperfectly imitable, an equally important aspect is lack of substitutability (Dierickx and Cool, 1989, p1509;[1]:p111). If competitors are able to counter the firm s value-creating strategy with a substitute, prices are driven down to the point that the price equals the discounted future rents (Barney, 1986a, p1233; sheikh, 1991, p137), resulting in zero economic profits. 1.1 Competitive Advantage A firm can attain competitive advantage if the current strategy is value-creating, and not currently being implemented by present or possible future competitors. Competitive advantage has the ability to become sustained, however, this is not necessarily the case always. A competing firm can enter the market with a resource that has the ability to invalidate the prior firms competitive advantage, which results in reduced rents (Barney, 1986b, p658). Sustainability in the context of a sustainable competitive advantage is independent with regards to the time-frame. When the imitative actions have come to an end without disrupting the firm s competitive advantage, the firm s strategy can be called sustainable. This is contrary to other views that a competitive advantage is sustained when it provides above-average returns in the long run. (Porter, 1985). 2.0 Competitive Advantage through Innovation A convenient definition of innovation from an organizational perspective is given by Luecke and Katz (2003), who wrote: Innovation . . . is generally understood as the successful introduction of a new thing or method . . . Innovation is the embodiment, combination, or synthesis of knowledge in original, relevant, valued new products, processes, or services. A content analysis on the term innovation carried out by Baregheh et al. (2009) within the organizational context, defines innovation as: Innovation is the multi-stage process whereby organizations transform ideas into new/improved products, service or processes, in order to advance, compete and differentiate themselves successfully in their marketplace.[3] Innovation typically involves creativity, but is not identical to it: innovation involves acting on the creative ideas to make some specific and tangible difference in the domain in which the innovation occurs. For example, Amabile et al. (1996) propose: All innovation begins with creative ideas . . . We define innovation as the successful implementation of creative ideas within an organization. In this view, creativity by individuals and teams is a starting point for innovation; the first is necessary but not sufficient condition for the second. For innovation to occur, something more than the generation of a creative idea or insight is required: the insight must be put into action to make a genuine difference, resulting for example in new or altered business processes within the organization, or changes in the products and services provided. Innovation, like many business functions, is a management process that requires specific tools, rules, and discipline. Innovation is an instinctive behavior in certain companies. It does not emerge overnight, and will not be developed unless the firm is placed in with the right structure. This means that the firms need to identify and address their weakness, decide upon a strategic direction and determine what type of growth innovation will stimulate. In order for firms to survive intensive competition that exist around the globe, firms must be innovative. It is essential to understand what makes a firm innovative and the kind of resources make a significant contribution to a firm s innovation capabilities. We do know that good technological resources and rich innovation resources result in stronger innovation capabilities. Companies need to introduce architectural or business- model breakthroughs in order to develop new strategies to attack competitors and enter new markets. They must identify the gaps in industrial organisation and go into filling these gaps by finding ways to turn them into profitable markets. They need to find new customers, new products or new ways of promoting, producing or distributing them. Strategic innovation goes beyond just product innovation. It links resources and efforts to an overall business strategy and involves making knowledge creation and innovative action a way of life. It seeks to create and expand markets, rather than to react to customer demand and then redirecting its resources from profitable lines to more potentially profitable lines. According to Abraham and Knight (2001), for those managers who know about the strategic innovation approach, the approach serves as a part of intelligence-gene transplant , enabling them to leverage resources to achieve superior growth or competitive advantage. Innovation remains a management dilemma long-term survival requires a commitment to alteration and change through disrupting growth, but it s a strategy few companies survive. In order to solve the dilemma, leaders must address its inherent conflict. The need to innovate is universally perceived as the key to organizational survival, but it s not enough for companies to merely get better. They need to be more differentiated not just through extensions of existing businesses, but mainly through a commitment to continuous growth. Such transformational innovation is a necessity, not an option Strategic innovation process has become such an essential element due to the speed of change and increased competition. According to Abraham and Knight (2001), The process is based on repetitions of the five phase strategic innovation cycle as illustrated in the diagram below. Source : Abraham, J.L, and Knight, D.J, (2001) Strategic Innovation leveraging creative action for more profitable growth. Strategy Leadership 29, pp 24 Abraham and Knight (2001), states that This cycle helps transform difficult-to-describe tacit knowledge and experiences into more explicit form and enables a leader to deliberately and systematically create results-oriented knowledge and innovative action. Abraham and Knight (2001) identifies the five phases as per of the strategic innovation cycle. It is illustrated in Appendix 1. Abraham and Knight (2001) also identified a strategic innovation cycle In the below diagram, the strategic innovation cycle is recurring, generating an increased knowledge and innovation, spiraling up and across an organization and even reaching outside the organizations boundaries Source : Abraham, J.L, and Knight, D.J, (2001) Strategic Innovation leveraging creative action for more profitable growth. Strategy Leadership 29, pp 24 2.1 Criticism of innovation It is often considered that firms often resist to change, both within and outside the organisation. Virtually every large company that has got into trouble has been criticized for not changing rapidly enough. Many firms fail to anticipate change and its subsequent ramifications renders them unprepared, reactionary and lacking the drive necessary to respond to the market s demands. It has become increasingly important for firms today to introduce innovation and flexibility into their core competence (Peters, 1987). Moreover, in order to influence an organisation s potential resources, Prahalad (1993) argues for the development of a proactive framework in which innovation can be planned and managed. 3.0 Over view of International Business Machines Corporation IBM. The building block of IBM reach back into the mid 1880s, however, the company was officially founded in 1911 by Charles F. Flint, as he engineered the merger of Holleriths Tabulating Machine Company, Computing Scale Company of America and International Time Recording Company. The agreed upon name was Computing- Tabulating- Recording Company or C-T-R. C-T-R soon found itself struggling do to over diversification of its product. In 1914 Thomas J. Watson, Sr. was brought in to help homogenize the company. Throughout the Great Depression IBM was able to continue to grow and innovate even when demand for their products began to drop. In the 1940s IBM completed the first ever Automatic Sequence Controlled Calculator, also called the Mark I. In the 1950s IBMs computers became smaller and more practical for business applications such as billing, payroll and inventory control. IBM was the first computing company to sell computers without software bundled into the package, this move generated the multi-billion dollar software industry that exist today, of which IBM is still an industry leader. In the 1970s and 80s IBM worked to get the computer smaller and more convenient for the household format. Floppy disks were introduced to the public market as personal self storage devices. IBM also developed the first Intranet in the mid 80s and created the foundations for what would later become the internet. In the late 1980s and early 90s IBM was struck with turmoil as the PC revolution exploded IBMs long standing relationships with big business saw the company struggling to survive, averaging annual losses of 8 billion. Personal consumers were all the rage not big business consumers. Soon IBM was able to use their intranet experiences of the past and harness the emerging information age using their line of top end servers and integrated business solutions. Today, IBM is a world leading research organisation boasting a track record for breakthrough developments that many other envy and we can match. IBM has an impressive inventory of ideas due to their reliance on in-house expertise. The company has been forging closer links with a range of external technology developers due to changing market demands. To IBM, technology equals participation and interaction, whose prime motive is how it can be more widely applied. IBM employs a breakthrough tool to enhance the team creation process. IBMs future looks strong as they are the underlying producers of servers and business solutions for the e-business industry, which is growing at an incredible rate. 4.0 Procter and Gamble Procter Gamble is a company with more than 100 years on business, and is a clear example of a successful company. Procter and Gamble was founded in 1837 and incorporated in Ohio on May 5, 1905. It began as a small family operated soap and candle company, and now provides products and services of greater quality and value to consumers in over 180 countries. Procter Gamble has one of the largest and strongest portfolios of trusted brands. Procter and Gamble is the producer of products in nearly 50 categories. Because of this, they have been able to bond technologies within the categories in various astonishing ways. Over the years, Procter Gamble s Research and Development team has revolutionized home care. Many breakthroughs originate in the Procter Gamble s laboratories. Procter Gamble operates in more than 80 countries worldwide, which makes for one of the largest global companies around. Procter Gamble s strategy is mostly focused on innovation. They use this strategy to approach consumers more easily, and to obtain the most effective results towards the market share in the industry. Procter Gamble is also strongly committed to the concept of sustainable development, and continues to lead its industry in that regard. The company views sustainability as an opportunity to innovate products that improve the lives of the worlds consumers. Procter Gamble centers its sustainability efforts largely on its core activities. In particular, two key themes are significant to a number of Procter Gambles businesses: water purification technology products and sanitation hygiene. In that context, Procter Gamble emphasizes on innovation in products that serve basic needs of consumers in the least developed countries. The companys high scores in the criteria of product impact and strategies for emerging economies is a reflection of that fact. In developed markets, Procter Gamble focuses on environmental excellence, innovating in products such as cold-water cleaning technologies that provide good performance as well as energy savings and eco-efficiency Procter and Gamble s Innovation strategy is called Connect + Develop. This strategy is seeking to build a global innovation network. Through Connect + Develop relationships, the company continually searches for products, packaging, technologies and commercial opportunities that can be reapplied to brands and rapidly introduced to better meet consumers diverse needs. This strategy seeks to leverage the ideas, talents and innovation assets of individuals, institutes and companies around the world. Innovation Examples: Ready-to-go Technologies: Procter Gamble introduced Bounce, the worlds first dryer added softener, after acquiring the product technology from the independent inventor who developed the innovative fabric-care solution. Ready-to-go Products: In this instance, the deal was struck when Procter Gamble acquired Dr. Johns Spin brush business and added the Crest brand name to the innovation. Ready-to-go Packaging: Several of the Olay Skin Care products now utilize new consumer-preferred pump dispensers originally developed by a European packaging products company. Commercial Partnerships: Procter Gamble found the perfect complement to the Swiffer brand in a hand-held duster developed by a Japanese competitor. The VRIO analysis provides a deep look into Procter Gamble which helps to analyze what makes or does not make this company so unique. Procter and Gamble s physical resources are valuable but not rare, and are costly to imitate. The Procter Gamble Company has over 138,000 employees. Managing this many employees is not an easy task. Training these masses alone is an unprecedented task. Having all these employees work in conjunction is something that is not easy to imitate. Procter Gamble s research team is made up of 7,500 Ph.D.s and researchers. Within Research and Development, there is a strong commitment to find the best researchers, and retain them with a culture designed to reward success, stimulate learning, challenge complacency, and nurture innovation. It is this common goal, which in instilled in those who work in the department, that the company gets its extra vigor and motivation. Criticism Procter Gamble could focus more on the Research and Development department, which has the task of analyzing and preparing potential products for such a complex market. It is also important to mention that India and China are the fastest growing economies, and so this factor represents an opportunity for growth. In the marketing aspect, Procter Gamble has to focus more on demographics and how to target effectively the Asian market. Procter Gamble is a very strong competitive company within the markets that it resides. This company will most likely continue to prosper for some time but always has the possibility of a down fall. As long as Procter Gamble continues to implement their strategies and effectively revise them along with the changes in the markets Procter Gamble will continue to have a prosperous outlook. 5.0 Overview of Sony Corporation; Sony is a company which managed to become an established name in the electronics market. It exists of a mix of businesses ranging from Hollywood studios to high-definition televisions. It is the company which created the forever-famous Walkman, as well as the highly popular Playstation gaming devises. The Sony brand is often seen as cool , hip . It is a company with very high heights, but also very low lows. Not only on the subject of products, but also regarding management and structure. Sony s Play Station video game console is just one of a string of imaginative hit products that include the Trinition colour television and the Walkman personal stereo player. The company s creative, somewhat quirly, eccentric engineer-focussed corporate culture, where ideas and enthusiasm are valued over and above seniority, experience and university degrees, has been the main reason for its success. Consumer electronics industry is changing, competition is becoming intense and product lines are moving closer together. With complacency settting in at Sony, resources became stretched too thinly, managers becamse less demanding and creativity was made over complicated. The case of Sony questions whether efficiency and productivity really go hand in hand with creativity and innovation. Sony is struggling to find a balance between the drive to stay innovative and the cooperate need to not fall behind the competition in key markets. It must decide whether it is leading, following or simply standing still. Criticism Sony could afford to concentrate on product quality and can have a more rigorous project management structure. First mover advantage is active in evolutionary technological transitions which are technological innovations based on previous developments (Kim and Park 2006, p, 45, Cottam et al. 2001, p. 142). Late entrants may comply with the technological innovativeness and increase pressure of competition, hence, seek for a competitive advantage through making the existing competences and resources of early entrants invalid or outdated. In other words innovative technological implications will significantly change the landscape of the industry and the market, making early mover s advantage minimum. However, in a market where technology does not play a dynamic role, early mover advantage may prevail. 6.0 Critiques of Resource Based View. The RBV s lack of clarity regarding its core premise and its lack of any clear boundary impedes fruitful debate. Given the theory s lack of specificity, one can invoke the definition-based or hypothesis-based logic any time. Again, we argue that resources are but one potential source of competitive heterogeneity. Competitive heterogeneity can obtain for reasons other than sticky resources (or capabilities) (Hoopes et al. 2003: 891). Competitive heterogeneity refers to enduring and systematic performance differences among close competitors (Hoopes et al., 2003: 890). The limitations of RBV are mainly in two aspects. First, RBV alone does not capture all the essences of competitive advantage of the firms. RBV provides no perspective on why and how some firms rather than others accumulated valuable and inimitable resources, or indeed what made these resources valuable and inimitable (Lazonick, 2002). In order to explain competitive advantage, the RBV must incorporate the evolution over time of the resources and capabilities that form the basis of competitive advantage (Helfat and Peteraf, 2003). Second, RBV ignores the external elements and focuses on the internal. A complete model of strategic advantage should adopt both the internal dimension which is based on periodic reviews of the fitness of the firm s current resources and the external dimension which is oriented towards an appraisal of the resource endowments of outsiders such as competitors, customers, suppliers and so on. Furthermore, it is also important and relevant to briefly discuss the concept of resource and capability. A firm s resources can be classified into two categories: tangible resources and intangible resources. Tangible resources are assets that can be seen and quantified. Intangible resources are rooted deeply in the firm s history and that have accumulated over time. Barney (1991) and Grant (1991) classified tangible resources into four forms: financial resources, organizational structure, physical resources and technological resources. Grant (1991) and Hall (1992) identified three kinds of intangible resources: human resources, innovation resources and reputation resources. Priem and Butler (2001) made four key criticisms: The RBV is self-verifying. Barney has defined a competitive advantage as a value-creating strategy that is based on resources that are, among other characteristics, valuable (1991, p106). This reasoning is circular and therefore operationally invalid (Priem and Butler, 2001a, p31). Different resource configurations can generate the same value for firms and thus would not be competitive advantage The role of product markets is underdeveloped in the argument The theory has limited prescriptive implications However, Barney (2001) provided counter-arguments to these points of criticism. 7.0 Conclusion In order to maintain a sustainable competitive advantage, firms will have to out-innovate the competition continuously so that it is the customer who constitutes the ultimate beneficiary. All too often firms lose sight of their primary goal their customers needs, wants and values in pursuit of innovations that appear to promise improved efficiency and augmented financial benefits. Thinking for the customer , it is argued, implies that innovation derives from customer orientation: the firm s desire to serve and reward their customers. Furthermore, beyond a firm s technological innovations, what has become increasingly important is the firm s service innovations. Service innovation is the process through which a firm undertakes changes in its philosophy, culture, operations and procedures to add value to the result of the service/product for the benefit of the customer. It requires an understanding of the complex nature of customers needs and the values attributed to combined product and service offerings (service package). Essentially, therefore, service innovation depends on a firm s ability to use this understanding to evolve, collaborate and enter partnerships that effectively fulfil their customers holistic needs and, thereby, increase the opportunities for customer allegiance (relationship). A number of issues have emerged from this study which have important contributions in both innovation as a competitive advantage and how resource based view is applied in the real world . While the above arguments tender theoretical understanding and explanation, it is recommended that future empirical research need to be done to complement this study, particularly in terms of identifying the various analytical tools for understanding and developing competitive advantage.

Dysfunctional Family Essay -- Family Psychology

A dysfunctional family is a group of people usually related by some means, not always necessarily by blood, in which conflict, misbehavior, maltreatment and neglecting create a hostile life for its members. To explain this idea better we will see the definition of family, the differences between a healthy and a dysfunctional family; their characteristics and behavioral patterns. Some examples will help us examine this issue better, taking us to discuss the different factors that contribute to the formation of such families, along with its consequences in today’s society. According to the Dictionary of Contemporary English, a family is a group of people affiliated by consanguinity, formed by a father, a mother and children. On the other hand, its etymology recognizes the Roman Empire to be the first one to define a Family. Ironically, the Romans defined it as a group of people linked, not necessarily by blood or affection. Instead the main link that united the ancient Roman families was labor. According to E. J. Graff in her context â€Å"What makes a Family?† She describes that the ancient families in Europe were primarily created at will, with the only purpose to improve work productivity and patriarchs would adopt grown ups into their families for a better investment. Choice not Biology made a Family. These families would consist of legitimate children, adopted adults, secretaries, other dependents and slaves of various ages. â€Å"The Romans rarely used it to mean family in the sense of kin† writes Roman Family historian Suzane Dixon. Evidently, the word family can have different definitions, depending on the geographic era and the time. However, members of families, either biological or chosen, all throughout history have been ... ...h Services Administration - Homepage. 22 Nov. 2010 . "Child Abuse Prevention and Treatment Act." Administration for Children and Families Home Page. 20 Nov. 2010 . Colombo, Gary, Robert Cullen, and Bonnie Lisle. "What makes a Family?" Rereading America: cultural contexts for critical thinking and writing. Boston: Bedford/St. Martin's, 2007. 26+. Crawford, Christina. Mommie dearest. New York: W. Morrow, 1978. "Family." Longman dictionary of contemporary English. Harlow: Pearson/Longman, 2009. Fortinash, Katherine M., and Patricia A. Holoday-Worret. "Parental Dysfunction." Psychiatric mental health nursing. St. Louis, MO: Mosby Elsevier, 2008. 297+. Obama, Barack. "Family." The audacity of hope: thoughts on reclaiming the American dream. New York: Crown, 2006. 331

Banh Xeo an La Ghien

Executive Summary This report will discuss about ‘An La Ghien’ Restaurants (Dang Truong Ltd Company) in Vietnam. These restaurants provide to consumers Banh Xeo, which is one of the most famous traditional food in Vietnam. Firstly, the report will mention about the background of the company. Due to the passion of the traditional food of the owners and the high demand of tradition food in Vietnam, Dang Truong Ltd Company opened their first ‘An La Ghien’ Restaurant in Ho Chi Minh City. Secondly, the innovation of the owners that adds the value to the success of the company is also discussed.Their Innovation type is Duplication. Next, the report will analyze the strategies that the firm has applied that are Product & market development strategy, Positioning & differentiation strategies, store expansion and brand building. The last part is some recommendation that the firm should concern to continue growing and expanding in this industry. Contents Executive Summ ary3 I. Introduction:5 II. Company Background:5 III. Innovation:6 IV. Business Strategies and Success Factors:8 a)Product and market development strategy:8 b)Positioning and Differentiation strategies:8 c)The Store Expansion Strategy:10 )Building a strong brandname:10 V. Recommendation:11 a)Geography Expansion Strategy:11 b)Promotional Mix:11 VI. Conclusion:12 VII. Reference List:13 Introduction: Dang Truong Ltd Company or ‘An La Ghien’ Restaurant has opened since 2008. It was established by Mr. Dang Hoai Phong and her wife, Truong Thi Thanh Truc, because of their traditional food passion. ‘An La Ghien’ provides many kind of ‘Banh Xeo’, a kind of Vietnamese traditional pancakes. With the unique taste of their products, Banh Xeo â€Å"An La Ghien† has become one of the famous traditional food restaurants brand names in Ho Chi Minh City after 5 years operation.Until now, Dang Truong Company has 4 ‘An La Ghien’ Branches along H o Chi Minh City. According to Huy Hiep (2010) ‘An La Ghien’ restaurant becomes one of the top 10 distinctive food restaurants of Ho Chi Minh City. This document will analyse the strategy of the company and the critical success factors that has led â€Å"An La Ghien† to survive and grow rapidly. Moreover, it also gives the recommendations for the company in order to sustain their growth. Figure 1: Reproduced from: An La Ghien restaurant 2008 Company Background: It can be seen that â€Å"Banh Xeo† is a traditional food of Vietnam; it was highly accepted by Vietnamese for a long time ago.People who live in Ho Chi Minh City are mostly from countryside of Vietnam, they migrate to Ho Chi Minh City in order to work and live. Therefore, those people always miss the taste of countryside foods. It has led to the high demand of Banh Xeo that has traditional taste, countryside taste. Moreover, the tourism of Vietnam has been developed rapidly in recently years. It is the fastest growth in ASEA (My Hanh 2010). It means the number of tourist come to Vietnam is increased. Furthermore, foreign tourists always want to try Vietnamese traditional food and have countryside sightseeing. According to Ngan Hao (2010), Mr.Phong and Mrs. Truc, the owners of â€Å"An La Ghien† Restaurants, are from the South-Western of Vietnam where is known as the original place of â€Å"Banh Xeo†. In the past, family of Mr. Phong and Mrs. Truc had tradition of making Banh Xeo, so they have the hereditary formula for making origianal ‘Banh Xeo’. With above condition of development of tourism and high demand of traditional foods in Ho Chi Minh City, ‘An La Ghien’ Restaurant was opened the first branch in 2008 by Mr. Phong and Mrs. Truc. With that hereditary formula, Banh Xeo of â€Å"An La Ghien† is very crisp; it has a unique flavor and traditional taste.Besides the unique taste, the firm are design follow the countryside style; all of tables, chairs are made from bamboo. It attracts a huge amount of foreign customers come to â€Å"An La Ghien† restaurants. [pic] Figure 2: Reproduced from An La Ghien 2008 Innovation: The factor that contributed in the success of â€Å"An La Ghien† Restaurants is Innovation in Thinking. Innovation is the development of original ideas that create a new, better things (McShane & Travaglione 2007). With the Innovation of Mrs. Truc and the group of chef of â€Å"An La Ghien† restaurants, they have created many ideas of making â€Å"Banh Xeo†.In tradition, there is only one kind of Banh Xeo that is made from rice powder, shrimp, pork and bean sprouts. Adopting the ideas from making pizzas, â€Å"An La Ghien† has try to apply many new kind materials in order to create a new kind of Banh Xeo. Untill now, there are approximately 10 kinds of Banh Xeo in â€Å"An La Ghien† restaurants, for example, White crab mushroom Banh Xeo, Japanese Abalo n Mushroom Banh Xeo and Day-Lily Flower Banh Xeo. [pic] Figure 3: Adopted from An La Ghien website (2008) All kinds of new Banh Xeo that are created by â€Å"An La Ghien† are very delicious, good for the health.The Innovation of â€Å"An La Ghien† restaurants has strengthened the product development strategy of the company, it help attracting more and more consumers by those unique products, taste and quality. The unique products are the differentiation of the company. According to Kuratko (2009) the innovation of ‘An La Ghien’ Restaurant is Duplication which is the replication of an existing product. Banh Xeo is a traditional food of Vietnam, but it has only 1 kind of Banh Xeo. ‘An La Ghien’ has used their creative thinking to create many new kinds of Banh Xeo. Business Strategies and Success Factors: Product and market development strategy:According to Kotler et al. (2006) in order to achieve profitable growth for the company, the firm must evaluate and choose the development strategies. Product and market expansion grid is the most popular tool for choosing the growth strategies. [pic] Figure 2. Product/Market expansion Grid (Reproduced from Kotler et al. 2006) It can be seen that â€Å"An La Ghien† is using both Market Penetration and Product Development strategies. â€Å"Banh Xeo† is a traditional pancake of Vietnam. It has been accepted by Vietnamese for long time ago, so the firm has used traditional â€Å"Banh Xeo† in order to penetrate Ho Chi Minh City market.Moreover, in order to attract potential customers and keep the loyal customers â€Å"An La Ghien† also uses product development strategy. It has led that the firm has created and modified many new kinds of â€Å"Banh Xeo† besides the traditional taste. Positioning and Differentiation strategies: In order to build competitive advantages, â€Å"An La Ghien† decides to use differentiation strategy in the Porter’ s Competitive Strategies (Daft 2007). It means they provide distinctive products that have high quality, unique taste to a broad targeted market. [pic] Figure 3. Porter’s Competitive Strategies (Reproduced from Daft 2007)By using Differentiation Strategy, the Firm has build for them a high position on the market because most of â€Å"Banh Xeo† providers in Ho Chi Minh City are small restaurants or Roadside restaurants. They provide â€Å"Banh Xeo† with lower quality for example, lower healthy standard. Banh Xeo â€Å"Dinh Cong Trang† Restaurant is one of the most popular Banh Xeo providers in Ho Chi Minh City. They provide high quality Banh Xeo, but they have lower service quality and less positional advantages because they have online 1 restaurant compare with 4 branches of â€Å"An La Ghien†. Figure 4. Position of â€Å"An La Ghien† on the marketThe Store Expansion Strategy: According to Strickland and Thompson (1999) by using geography ex pansion strategy, the firm will open new stores in the targeted market. It will help the company penetrate the market successfully. Dang Truong Company is also using this strategy in order to penetrate the market and build the strong brand name, competitive advantages for â€Å"An La Ghien† restaurants. After 5 years existing on the market, Dang Truong Company has had 4 â€Å"An La Ghien† branches in around Ho Chi Minh City that are District 3, District 10, District 1 and Phu Nhuan District Branches.By opening these branches, the targeted customer can easily find and come to try the products of company. It will increase the convenience of consumers and the number of loyal customers. Building a strong brandname: According to Kotler et al. (2006) â€Å"a good name can add greatly to a product’s success†. It was greatly true for â€Å"An La Ghien† restaurants. Dang Truong Company decided to name their restaurants â€Å"An La Ghien†; it was a co nfident name. That name is a Vietnamese name, it means â€Å"if you try, you will be addicted†.At the first time seeing that name, people will be shocked, feel curious and want to try in order to fulfill their curiousness. That has led the number of customers of â€Å"An La Ghien† was pretty high at some first periods operation. Moreover, combining with the unique flavor and special kinds of Banh Xeo, most of customers are satisfied or addicted after trying Banh Xeo of â€Å"An La Ghien† restaurants. â€Å"An La Ghien† restaurant received the certificate to become one of the top 10 distinctive food restaurants of Ho Chi Minh City from People’s Committee of Ho Chi Minh city in 2010 (Huy Hiep 2010).It has made â€Å"An La Ghien† become an image of popular restaurant for both foreign tourists and local people. Furthermore, in recently years, people are more concern about the safety and hygiene of food. Knowing about the trend of market, â€Å" An La Ghien† had enough condition to get certificate of achieving the hygiene and safety food standard (An La Ghien 2009). Moreover, they also participate in many Food and Beverage Fair of Vietnam. It helps raising the position of â€Å"An La Ghien† image on the market. Recommendation: After about 5 years openning, Dang Truong Company have been successful in operating â€Å"An La Ghien† Restaurants.However, in order to keep growing the business in the future, there may have some strategies that company should follow: Geography Expansion Strategy: It can be known that â€Å"An La Ghien† is using geography expansion strategy. They currently have 4 branches over Ho Chi Minh City and it helped Dang Truong to be successful on the market. However, in order to sustain the growth of their business, â€Å"An La Ghien† Restaurant should continue expanse the number of their store. The Stores Expansion will help firm reaching all of potential customers on the m arket (Strickland and Thompson 1999).Beside 4 Districts that already had â€Å"An La Ghien† branches, Dang Truong Company should open some new branches in the other districts where have high population or high number of foreigners such as district 11, district 7, Tan Binh district in order to penetrate Ho Chi Minh City Market. Starbuck is a good example of using this strategy; it was developed by Starbuck (Strickland and Thompson 1999). By using this strategy, Starbuck already had more than 16,000 stores in more than 50 countries around the world (Starbuck 2009). Until now, Starbuck is the most successful and respected coffee brandname over the world.Therefore, for continue growing in the future Dang Truong Company should open many other â€Å"An La Ghien† restaurants in other places of Vietnam such as Ha Noi, Hue after penetrate Ho Chi Minh City Market. It will help building a strong brand name for â€Å"An La Ghien† restaurants over Vietnam. Promotional Mix: A fter 5 years operation, â€Å"An La Ghien† has achieved many successes in the food industry. However, they did not really focus on their marketing plan, so Dang Truong should create a good marketing plan in order to expand the market.According to Allen (2007) Promotion Mix is a strategy that help company building relationship with customers and increase the repeat sales. †¢ Advertising: in order to create products awareness, â€Å"An La Ghien† should have an advertising plan. Therefore, the firm should choose for them the reliable media. There are some media that suitable for Dang Truong Company that is newspapers, magazines and internet. Newspapers is a cheapest media for advertising, Company can choose TuoiTre Newspaper or ThanhNien newspapers. The Company should advertise their products to foreign customer through tourist magazine.Lastly, social networks such as Facebook are become more popular in recently years, by using Internet Dang Truong Company can advert ise through social network, it is more efficient. †¢ Sales promotion: In order to increase the sales, we should create some sales promotions in the special festival or holiday of Vietnam; for example, the company can create some combos with bundle price for their food in Tet holiday, Christmas, happy new years, Valentine Day, etc. Moreover, in order to increase the repeat sales, Dang Truong Company should provide promotion to the loyal customers such as vouchers, coupon.Conclusion: Although Banh Xeo â€Å"An La Ghien† has just opened for 5 years, it has become one of the most tradition Banh Xeo restaurants in Vietnam because they had applied very well their strategies in order to grow such as product and market development strategies and Geography exapansion strategy. Besides those strategies, there are some factors that contribute in the success of the firm, for example, the innovation of the chefs, the tourism and successful brand name building. However, in order to su stain the growth of he company in the future, the firm should continue expanse their store not only in Ho Chi Minh City, but also over Vietnam. Moreover, they should apply some new strategies that are diversification strategy and doing more promotion. Reference List: Allen ,K 2007, â€Å"growing and managing a small business – an entrepreneurial perspective†, Houghton Mifflin Company, viewed 13th Jan 2013. An La Ghien Restaurant 2008, â€Å"IMG_24002†, image, An La Ghien website, viewed 12th Jan 2013, An La Ghien Restaurant 2009, â€Å"Products picture†, image, An La Ghien website, viewed 12th Jan 2013, An La Ghien Restaurant 2009, â€Å"GI?Y CH? NG NH? N AN TOAN V? SINH TH? C PH? M†, An La Ghien Website, 12th Jan 2013, Daft, R. L 2007, â€Å"Understanding the Theory and Design of Organization†, Thomson South-Western, USA, view 13th Jan 2013 Huy Hiep 2010, â€Å"100 dieu thu vi kham pha thanh pho Ho Chi Minh†, Vietnamtourism, February 27th 2010, viewed 13th Jan 2013, Kotler, P, Armstrong, G, Hoon Ang, S, Meng leong, S, Tiong Tan, C and Tse D 2006, â€Å"Principles of Marketing: An Asian perspective†, 7th edition, Pearson Education, New Jersey, viewed 14th Jan 2013.Kuratko, D. F 2009, ‘Introduction to Entrepreneurship’, 8th edition, Shouth-Western Cengage Learning, viewed 12th Jan 2013. Ngan Hao 2010, â€Å"An La Ghien Thiet! †, Kien Thuc online, January 23rd 2010, viewed 13th Jan 2013, McShane, S and Travaglione, T 2007, â€Å"Organisational Behaviour on the Pacific Rim†, 2nd edition, McGraw Hill Australia Pty Limited, Australia, viewed 13th Jan 2013.My Hanh 2010, â€Å"Du lich Viet Nam tang truong cao†, Saigon Giai Phong online newspaper, May 8th 2010, viewed 13th Jan 2013, Starbuck 2009, â€Å"company profile†, Starbuck website, viewed 12th Jan 2013, Strickland, A. J and Thompson, A (1999), â€Å"Strategic Management†, 11th edition, The McGraw-Hill Compani es, viewed 12th Jan 2013, ———————– Price Service, products quality Banh Xeo â€Å"An La Ghien† Banh Xeo â€Å"Dinh Cong Trang† Roadside Restaurants

Health and Safety Requirements and Hydrogen

Hydrogen production by methane-steam formation posses great challenges of hundreds of hazards related to its employees, as well, as machineries. The paper will try to identify and analyze different hazards and risks that are associated with the production of hydrogen element through methane steam formation. Moreover, the paper will present implications and measures for the safety of the machineries, as well as, employees working in these production facilities. In the methane storage, it has been observed that the storage tank often breaks up and cracks can be observed in the tank, which may expose methane steam resulting in the environmental risk. In this regard, an effective step that can overcome this problem is the designing of drainage systems can tolerate total capacity of the tank, which may reduce the leftover in the environment. Sometimes, storage tank of the methane catches up fire, which is a very dangerous hazard for the employees that are working in the surrounding environment, as well as, for the machineries and equipments that are built at the location. In this regard, designing of the tank should be created in such a way that fire exposure may be tolerated for at least two hours, which may allow the rescue and fire brigade services to overcome the fire problem. (NRC, pp. 40-42, 2003) Secondly, such production facilities should be employed with flame arrestor that may help in identifying flame at the beginning. Moreover, storage tanks must have double walls, which may result in avoidance of their cracking, as well as, avoid the risks of any fire in the tank. Thirdly, MSR Unit during the production of hydrogen with the help of methane steam forming confronts leakage of methane or water that reacts with the hot oil system built in the vaporizer. In the result, materials and equipments are damaged with the confrontation of methane with the hot oil, which may result in heavy losses of the equipments, and burning risks for the employees. In this regard, quantity of the water, as well as, methane should be checked at regular intervals. In addition, quality of these compounds should also be verified by the experts that may help in the reduction of such risk during the production of hydrogen. Lastly, atmosphere confronts leakage of different gases like H2, CO, CO2, etc. during the production of hydrogen, which may result in the exposure of toxicity with the employees and workers in the installation facilities. Some of the major hazards of these gases leakage are fire, burning, environmental hazards, health risks, etc. In this regard, the abovementioned is one of the most dangerous hazards that are linked with the production of hydrogen. In extreme cases, such leakages end up in explosions that may cause human lives. Such extreme cases have been noted in the plants that are built under a container. Therefore, it should be noted that segmentation valve should be built in isolation, and away from the other processes of the hydrogen production. Different equipments should be built for the detection of gases leakage, especially the CO leakage that plays the major role in the adverse effects. Furthermore, depressurization process should be performed at a faster pace, which may take less time, and result in the less risks. (ICE, pp. 23-25, 2006) During the hydrogen production by the reformation of methane, it has been observed that reformers are often exposed with ruptures due to the development of a hotspot in the tubes of reformers. One of the major reasons of development of a hotspot is the catalyst of reformer that is deactivated due to the poisoning by methane element. Such ruptures and breakages result in the damages of equipments, materials, and the environment. Such breakage is often observed in the production unit of such procedure. After the detailed analysis of safety requirements in such process, it has been observed that supplier of the methane should be provided with complete requirements of the compound in terms of its quality. Secondly, upstream reformer should be pre-reformed in this production unit, which may result in the reduction of chances of development of any hotspots in the reformers. (Johansson, pp. 56-58, 1993) Another risk that has been associated with the production of hydrogen with the methane steam formation is the leakage of flammable gases that causes human lives, as well as, damages of the equipments in the facilities. Such hazards become extreme when the plant is manufactured in the container, which results in the more adverse effects. In this regard, safety-related bodies have advised that equipments for the detection of gas leakages should be installed at the production plant. Such equipments help in the opening of ventilations during emergencies, as well as, close the segmentation valves automatically. Thus, these detection products play a crucial role in saving human lives and damage losses of the machineries. Secondly, it should be noted that segmentation valves are built outside the container, in order to acquire ventilation naturally, as it has been observed that the valves built inside the container are more vulnerable to the abovementioned hazards. Fletcher, pp. 68-70, 1998) Moreover, installation area should be cordoned off at the time of unloading of the methane from the truck, and only required personnel should stay at the location, which may result in the risk of less number of human lives. Furthermore, external impact can be avoided by the accurate designing of filling hose, which may result in the ad verse results. In addition, it should be taken into consideration that rupture valves should be checked on a regular basis. It should be noted that a warning system in case of any exposure should be evaluated by the production facilities at regular intervals. All these steps and measures can result in the reduction and elimination of hazards and risks that are associated with the production of hydrogen with the utilization of methane compound. During the production of hydrogen with the utilization of methane steam formation, the experiments have shown that when the storage tank is filled with methane, toxic heavy gas is exposed in the surroundings due to leak in the filling hose of methane compound. This leakage does not occur every time, but it poses great hazards for the employees working in this processing unit. It has been observed that employees working around these installations often end up in adverse health, and awful death in extreme cases. In this regard, some of the measures that can be taken for avoiding this hazard during the compound filling from the truck are that pressurized methane compound should be avoided at the time of its transportation, and refrigerated liquefied compound should be used that may poses less risk of any toxic exposure in the surroundings. (Vincoli, pp. 44-47, 1997) Sometimes, faults of valves or humans effects the ruptures in the pipe due to the pressure explosion during the production. Such effects results in the damages of equipments, as well as, workers that are employed in the surroundings. In this regard, appropriate material should be selected for the manufacturing of production plant, which may reduce the risks. Secondly, designing of the steam and cooler should be improved with the help of detailed analysis. Moreover, requirements of control system should be provided to the suppliers in details according to the regulations that may help in the effective production of hydrogen with fewer chances of hazardous risks. (OECD Nuclear Energy Agency, pp. 55-57, 2001) Conclusion Conclusively, significant hazards and risks associated with the production of hydrogen by the utilization of methane steam formation have been identified, discussed, and analyzed in this paper. In addition, safety requirements that should be imposed against the discussed hazards have been provided in the paper. More information can be attained by performing detailed analysis of these risks. Some of the common hazards that have been noted in the hydrogen production through methane steam formation are gas leakages due to high pressures and different ruptures in the equipments and machineries. In this regard, manufacturers of the hydrogen-producing machineries confront great challenges in terms of the discussed hazards in this paper. Lastly, further research is required in the subject that may facilitate the hydrogen producers in overcoming and reduction of the hazards and risks associated with the production of hydrogen. It is hoped that the paper will be beneficial for students, teachers, and professionals in the better understanding of hazards associated with the hydrogen production through methane steam formation, as well as, safety requirements and implications that have been advised by the safety-related organizations.

Free Essays on Reading Your Audience Like A Book

Reading Your Audiences Like a Book Did you ever have one of those presentation experiences where you hit everything just right? You were really in the zone, firing up your audience while disseminating all of your valuable content. How did you know it was working? The answer is fairly obvious- the audience was giving you clues to their appreciation. Their applause, body language, and other signals told you that your presentation was a winner. Now how about those days when you’re off? Did the presentation just go downhill from the start, ending in a polite smile from the person who hired you that masked the dissatisfaction she may have been too kind to tell you about, with you just chalking it up to experience? Perhaps you made the save, recognizing that you were losing the listeners along the way and adjusted to turn this experience into a winner as well. If so, consider yourself fortunate and skilled in the art of reading your audience. One dual training session that I gave involved a bit of a characte r act on the part of my partner and I, sort of a good cop/bad cop thing. My co-presenter was playing an overbearing boss bent on whipping employees into shape during this fictitious company training session. I was the informational guy, the kinder, gentler, not-as-fun speaker, and I had the good fortune to watch the audience response during my counterparts opening tirade. He was doing a fine job and most of the people were in fun, but one dude wasn’t buying. His arms were crossed, his face wore a disgusted look, and he was shaking his head side to side. During the break I approached him and asked him what was wrong. He explained that he has had his fill of tyrannical superiors and had some baggage from them, so this act was not funny to him. In fact, in one more minute he was about to walk out. My co-instructor and I worked our way through the situation using a bit of professional tact and turned this potential disa... Free Essays on Reading Your Audience Like A Book Free Essays on Reading Your Audience Like A Book Reading Your Audiences Like a Book Did you ever have one of those presentation experiences where you hit everything just right? You were really in the zone, firing up your audience while disseminating all of your valuable content. How did you know it was working? The answer is fairly obvious- the audience was giving you clues to their appreciation. Their applause, body language, and other signals told you that your presentation was a winner. Now how about those days when you’re off? Did the presentation just go downhill from the start, ending in a polite smile from the person who hired you that masked the dissatisfaction she may have been too kind to tell you about, with you just chalking it up to experience? Perhaps you made the save, recognizing that you were losing the listeners along the way and adjusted to turn this experience into a winner as well. If so, consider yourself fortunate and skilled in the art of reading your audience. One dual training session that I gave involved a bit of a characte r act on the part of my partner and I, sort of a good cop/bad cop thing. My co-presenter was playing an overbearing boss bent on whipping employees into shape during this fictitious company training session. I was the informational guy, the kinder, gentler, not-as-fun speaker, and I had the good fortune to watch the audience response during my counterparts opening tirade. He was doing a fine job and most of the people were in fun, but one dude wasn’t buying. His arms were crossed, his face wore a disgusted look, and he was shaking his head side to side. During the break I approached him and asked him what was wrong. He explained that he has had his fill of tyrannical superiors and had some baggage from them, so this act was not funny to him. In fact, in one more minute he was about to walk out. My co-instructor and I worked our way through the situation using a bit of professional tact and turned this potential disa...

Free Essays on Cuban Misile Crisis

The world came close to nuclear war during the thirteen days of the Cuban Missile Crisis in October 1962. President John F. Kennedy learned from satellite images that Soviets had installed nuclear missiles in Cuba, just 90 miles off the coast of the United States. The president was so concerned because he knew this could result into a nuclear war. If the Russians or Cubans got involved in a confrontation with the Americans they could use the missiles to attack America, which would cause millions of deaths. The president had to be very cautious in his decision. He gathered some of his best men and came up with three plans. Some advisors thought it wasn’t a big deal and that no action was necessary. Others thought a confrontation with Premier Khrushchev would be good, others thought an air attack on the missiles would stop the problem. Most of the men thought a blockade of all the nuclear weapons entering Cuba was the smartest thing to do. On September 11, 1962 Premier Nikita Khrushchev stated that under no circumstances would missiles be sent to Cuba. On Tuesday, October 16, the American government realized that it had all been lies, one gigantic fabric of lies. The CIA had produced detailed photo showing Soviet nuclear missile installations under construction on the island of Cuba, ninety miles off the Florida coast. One photograph showed missiles pointing at American cities. If these were fired within a few minutes eighty million people would be dead. Soviet leader Nikita Khrushchev hoped to make his generals happy by placing missiles in Cuba. It was a cheaper way to provide some deterrent against a feared U.S. attack than to build many new intercontinental ballistic missiles that could be launched from the Soviet Union. The Soviets were putting these missals in Cuba because they planned for an attack from the US. In 1962, the Soviet had less than fifty missiles that could hit the United States. We had more than five... Free Essays on Cuban Misile Crisis Free Essays on Cuban Misile Crisis The world came close to nuclear war during the thirteen days of the Cuban Missile Crisis in October 1962. President John F. Kennedy learned from satellite images that Soviets had installed nuclear missiles in Cuba, just 90 miles off the coast of the United States. The president was so concerned because he knew this could result into a nuclear war. If the Russians or Cubans got involved in a confrontation with the Americans they could use the missiles to attack America, which would cause millions of deaths. The president had to be very cautious in his decision. He gathered some of his best men and came up with three plans. Some advisors thought it wasn’t a big deal and that no action was necessary. Others thought a confrontation with Premier Khrushchev would be good, others thought an air attack on the missiles would stop the problem. Most of the men thought a blockade of all the nuclear weapons entering Cuba was the smartest thing to do. On September 11, 1962 Premier Nikita Khrushchev stated that under no circumstances would missiles be sent to Cuba. On Tuesday, October 16, the American government realized that it had all been lies, one gigantic fabric of lies. The CIA had produced detailed photo showing Soviet nuclear missile installations under construction on the island of Cuba, ninety miles off the Florida coast. One photograph showed missiles pointing at American cities. If these were fired within a few minutes eighty million people would be dead. Soviet leader Nikita Khrushchev hoped to make his generals happy by placing missiles in Cuba. It was a cheaper way to provide some deterrent against a feared U.S. attack than to build many new intercontinental ballistic missiles that could be launched from the Soviet Union. The Soviets were putting these missals in Cuba because they planned for an attack from the US. In 1962, the Soviet had less than fifty missiles that could hit the United States. We had more than five...

About the Medical College Admissions Test (MCAT)

About the Medical College Admissions Test (MCAT) Medical schools take several factors into account when considering your application: your transcript, letters of recommendation, and of course, your medical college admissions test, or MCAT, score. What Is the MCAT? The MCAT is a standardized exam designed to measure your aptitude for a career in medicine. It provides medical schools an objective measure of your ability to process and analyze information and attempts to predict your future success in medical school. It also taps your critical thinking skills and problem-solving ability. While not the sole determining factor in acceptance decisions, it provides admissions officers with a basis of comparison for the thousands of applications they review. Who Administers the MCAT? The MCAT is administered by the Association of American Medical Colleges, a nonprofit organization composed of accredited U.S. and Canadian medical schools, major teaching hospitals and professional medical societies. The MCAT Consists of 4 Sections The latest version of the MCAT was rolled out in 2015. Its four sections are: Chemical and Physical Foundations of Biological SystemsCritical Analysis and Reasoning SkillsBiological and Biochemical Foundations of Living SystemsPsychological, Social and Biological Foundations of Behavior The critical analysis and reasoning section consists of 53 questions and is 90 minutes long. The other three sections each contain 59 questions that must be answered within 95 minutes per section. When to Take the MCAT The MCAT is administered multiple times between January and September. Take the exam the year before you intend to enroll in medical school (i.e., before you apply). If you think that you might take the MCAT more than once, make your first attempt in January, March, April or May so that you have enough time to get your scores, decide on whether to take it again, register for a seat and prepare. How to Register for the MCAT Seats fill quickly so register well ahead of deadlines. Information about the test, test  centers, and registration details can be found on the Medical College Admissions Test website. How the MCAT Is Scored Each MCAT section is scored individually. Multiple choice questions are scored right or wrong, with wrong answers worth the same as unanswered questions, so dont skip questions. Youll get a score for each of the four sections and then a total score. Section scores range from 118 to 132, and total scores from 472 to 528, with a score of 500 being the midpoint. When to Expect MCAT Scores Scores are released 30 to 35 days after the exam and available online. Your scores are automatically released to the ​American Medical College Application Service, a non-profit centralized application processing service.

Investigating the impact of Information Technology on a career Assignment

Investigating the impact of Information Technology on a career - Assignment Example Yet, IT has already affected how business is carried out in the healthcare industry. Both private and public organizations are progressively adopting IT to modernize and make the delivery of health care services and information more efficient. This leads to a greater demand for healthcare professionals to acquire more skills in the application of healthcare technologies (Miller & Sim 121). In the near future, the magnitude, scope, and pace of adoption of IT in the healthcare industry will only intensify. Developing technologies and social media will break the barrier between professional and public health information. Access to evidence-based interventions and treatments, effective transactions, and constant feedback will most probably revolutionize the usual relationship between patients and healthcare providers. It will also transform how the public or patients access, receive, and assess health information. Understanding and addressing the magnitude and effect of such changes, as well as the contribution of health IT and communication to its facilitation, will demand interdisciplinary data structures and programs (Allan & Englebright 92). These systems will be fundamental for companies/individuals to remain competitive in the future. De Leon, S. et al. The business end of health information technology: can a fully integrated electronic health record increase provider productivity in a large community practice? The Journal of Medical Practice Management, 25.6 (2010): 342-349.

One flew over the cuckoo's nest Movie Review Example | Topics and Well Written Essays - 2250 words

One flew over the cuckoo's nest - Movie Review Example Very much calm and controlled, she runs the ward in a tyrannical fashion and with mechanical precision. Without direct threats or accusations, her authoritative manner bullies all the patients into submission. Her own name is a combination of the words "rat" and "wretched" (H.J. Summers and S. Summers, 2003). In spite of what one would expect, Mc Murphy's charisma and energy win the respect and admiration of the patients in the ward. He fits well within the ward's environment and his presence causes some of the patients to show improvement; for example, he involves the Chief in a basketball game, other patients in card games and takes them all on a fishing trip. However, he soon becomes aware of the injustices and mistreatment they are the subject of and starts a personal battle. The incident regarding the use of the television to watch the World Series is a good example of this. One night, McMurphy organizes a party involving the patients, a couple of women and alcohol. During the party, McMurphy notices that Billy likes one of his female friends and he asks her to sleep with him. In the morning, nurse Ratched finds the ward in a mess with the patients sleeping all over the place after passing out from alcohol consumption. When they perform a head count, the nurses find Billy with the woman in his room. Nurse Ratched confronts him and humiliates him once more. The argument causes Billy to commit suicide. At this point, McMurphy physically attacks nurse Ratched and is close to murdering her. The reprisal is terrible: a lobotomy1 that leaves McMurphy severely disabled. When McMurphy is returned to the ward, the Chief realizes that they will not be escaping together now and, as he does not want to leave his friend behind in that state, he suffocates him with a pillow. The closing scene shows how the Chief followed the plan that McMurphy had proposed, throws a hydrotherapy fountain through a window and runs away in the search of freedom. The movie is a fantastic attempt to encourage debate about insanity. Psychology had gone through a very prestigious phase in the USA at the end of the 1950s; but, by the 1960s, this notion had changed radically. Philosophers and sociologists argued that the modern definition of insanity is a cultural invention and a means of control. In this manner, individuals branded as "mad" or "insane" were isolated from society and secluded into asylums, where they no longer posed a threat for society (K. Kesey, 2002). 2. ANALYSIS Randle Patrick McMurphy and Mildred Ratched are the main characters of the movie. In fact, the plot is a series of confrontations between the two characters. McMurphy is a criminal that seeking to "enjoy" his sentence in comfort, feigns lunacy in order to be admitted into a mental asylum. He is a fun-loving individual, a free spirit that challenges authority and resents any form of control. He is intelligent, flamboyant and energetic. Interestingly, he is described by members of the establishment as belligerent, resentful and lazy. In conversation with

Deng Xiaoping declared his reforms in 1970 socialism with Chinese Essay

Deng Xiaoping declared his reforms in 1970 socialism with Chinese characteristics what was the agenda for the ccp in the deng - Essay Example Also, during that period, agricultural and industrial productions in the country were very low. Meanwhile, the country only received little assistance from its ally, Russia (Clements, 2006). Deng Xiaoping inherited this situation. After Mao, Deng became the leader of China. Although both Mao and Deng have the same political party affiliation, the Communist Party of China (CPC), they have different techniques in governing the country. Under Deng’s leadership, there was a substantial change in China’s economic policies. Deng introduced the main aim of his administration. He described his reform as â€Å"socialism with Chinese Characteristics† (Liu, 2004). Apparently, under this principle, the members of the society are given more importance. He cited â€Å"material base and material production† as the ultimate foundation of socialism. Socialism with Chinese characteristics refers to the combination of basic ideas of scientific socialism and the facts of buil ding socialism in the Chinese community (Anon., 2007). Stated in another sense, socialism is the rule that governs the society as a whole. In scientific socialism, the ways of finding solution to economic and political problems are scientific. A particular social or economic problem is examined scientifically so as to come up with the most appropriate and practicable solution. This is in contrast with Mao’s Utopian socialism. ... In the words of Thayer Watkins (n.d.), in formulating the Four Modernizations, what Deng meant is simply the electrification of rural areas, automation of industries, introduction of a whole new economic outlook and the enhancement of national defense. Significantly, in the agricultural aspect, Deng established a new mechanism that would replace the commune system. This new system pertains to the contract responsibility system. Under this system, the peasants were to make an agreement with the Chinese government with regard to the production and trading of certain amount of commodities at low prices (Koo, 1990). In other words, the peasant must agree to till the land, produce crops and sell them to the government for a low price. However, as to the agreement, a certain quantity was required by the government. After the peasant could fulfill the agreement, they can then sell their products in the market as to any price (Koo, 1990). This mechanism had inspired the farmers to plant and produce more. As such, the agricultural production in China had increased abruptly. The increase went up to eight percent as compared to the previous year (Anon., n.d.). With regard to the second aspect, industry, Deng wanted the members of the Chinese society to spend more financial resource on consumer goods (Anon., n.d.). This began the consumerism attitude of the Chinese people. In such case, the Chinese government shifted its focus to light industry. To note, when Mao was the leader, he focused on heavy industry. In contrast, Deng was able to realize that consumerism is more advantageous than anything else. He could have observed that most people buy the things that they

Proposal (PhD) Essay Example | Topics and Well Written Essays - 1000 words

Proposal (PhD) - Essay Example This study investigates the impact of market orientation on product innovation in Arabic countries, particularly, the impact of components of market orientation on product innovation. Market orientation and innovation have been identified as crucial success factors in companies (Day, 1994; Hunt and Morgan, 1995; 1996). Researches have shown the importance of market orientation for the success of product innovations (Cooper, 1975; 1979; Slater and Narver, 1994; Pelham and Wilson, 1996; Atuahene-Gima, 1996; Gatignon and Xuereb, 1997). An increasing number of empirical studies have demonstrated that an improvement in the level of market orientation will lead to superior organizational performance and new product innovation (Narver and Slater, 1990; Oczkowski and Farrell, 1998; Slater and Narver, 2000; Kohli and Jaworsky, 1990; Ruekert, 1992; Deshpandà ©, Farley and Webster, 1993; Atuahene–Gima, 1996; Gatignon and Xuereb, 1997). On the other hand, a number of authors are questioning the benefits of being market oriented, suggesting that there may be several limitations to a market orientation. Hamel and Prahalad (1991) suggest that market oriented firms may s uffer from ignoring or missing markets and competitors. Slater and Narver (1995) argue that market oriented firms may fail to identify and capitalize on the latent needs of customers, due to their excessive focus on expressed needs. Studies about market orientation and product innovation in European and American counties offer little guidance to understand effect of market orientation on product innovation because the resources and capabilities of Arabic firm countries are different from those of European and American firms counties. Also there is a little attention on the variables that improve the work of market orientation toward product innovation. The following research questions will be addressed in

Types of birth control for women Essay Example | Topics and Well Written Essays - 500 words

Types of birth control for women - Essay Example The choice that most women make depends on their health, how frequent she copulates and whether she whether she wants children. Lifestyle plays a big part in the choice of birth control methods. On the contrary, contraceptives vary in their effectiveness to prevent birth control to women. Possible side effects play a crucial part in how women choose their birth control methods. The types of birth control methods are abstinence, natural methods and methods that prevent unwanted pregnancies.Women can decide to abstain from sexual activities as a method of birth control. It is the best method for women who want to control unwanted pregnancies and protect themselves from STI. On the other hand, natural method helps women in birth control to prevent the pregnancies by copulating during their safe days. Safe days are the days during their menstrual cycle when they can copulate without getting pregnant. Women who use this method have to be certain of the menstrual cycle. The method is commo n for women who are in a stable relationship but do not want to have a baby. The method prevents birth control but does not stop the women from being infected with sexually transmitted diseases.Women are administered with injections that prevent their bodies from releasing eggs into the ovaries. Women also attach a patch on their body that boosts hormones into the bodies of women to regulate the release of eggs in the ovary. Other methods of the same kind include vaginal ring and birth controls pills.â€Æ'

Strength of material Essay Example | Topics and Well Written Essays - 500 words

Strength of material - Essay Example Yet another factor that impacts the nature of loading is the stresses, deflections and strains that the structure is subjected to. One engineering component may be subjected to strains, stresses and/or torsion at the same time, forces acting at different points according to Melchers and Hough (364). When a system is subjected a myraid of loads of this nature, the system is said to be subjected to complex loads. Some systems that commonly experience complex loading include bridges, building roof structures, differential units and shafts, just to mention a few. Figure 1: showing the structure of a bridge; different components of the bridge subjected to tension, compression, strains and stresses Courtesy http://www.300thcombatengineersinwwii.com/bridges.html Engineers have always communicated through drawings to convey messages relating to the nature and design of components and structures. In the analysis of engineering structures and components, care is usually taken to avoid failure that results due to several factors including loading and corrossion. The analysis of the forces that act on engineering structures began with the use of drawings, lines and arrows representing forces that were resolved somehow to come up with solutions or results. Superpositioning as a method of analysis has also been employed in analysing engineering components and normally involves the overlapping of forces (Courses.washington p1).

Types of birth control for women Essay Example | Topics and Well Written Essays - 500 words

Types of birth control for women - Essay Example The choice that most women make depends on their health, how frequent she copulates and whether she whether she wants children. Lifestyle plays a big part in the choice of birth control methods. On the contrary, contraceptives vary in their effectiveness to prevent birth control to women. Possible side effects play a crucial part in how women choose their birth control methods. The types of birth control methods are abstinence, natural methods and methods that prevent unwanted pregnancies.Women can decide to abstain from sexual activities as a method of birth control. It is the best method for women who want to control unwanted pregnancies and protect themselves from STI. On the other hand, natural method helps women in birth control to prevent the pregnancies by copulating during their safe days. Safe days are the days during their menstrual cycle when they can copulate without getting pregnant. Women who use this method have to be certain of the menstrual cycle. The method is commo n for women who are in a stable relationship but do not want to have a baby. The method prevents birth control but does not stop the women from being infected with sexually transmitted diseases.Women are administered with injections that prevent their bodies from releasing eggs into the ovaries. Women also attach a patch on their body that boosts hormones into the bodies of women to regulate the release of eggs in the ovary. Other methods of the same kind include vaginal ring and birth controls pills.â€Æ'

Improving employee selection methods Research Proposal

Improving employee selection methods - Research Proposal Example It also need to intrinsically motivate its employees by offering them better chances of training and development so that their skills can be upgraded and they become more productive. Organizations, in a complex competitive world have to take into consideration different factors which allow them to develop their core competencies. Over the period of time, the strategic role of HRM within the organization, it has became really critical for the organizations to actually look for new ways of improving employee performance and implement processes and systems which can increase the productivity of the employees. The issue of performance therefore is of paramount importance for the organization as a whole in order to ensure that it generates the desired level of performance. (Collins, 2007) One of the problems which organization is currently facing is that its overall employee selection methods are not entirely efficient and often result into high employee turnover. High employee turnover often therefore result into the productivity losses as well as engage organizational resources on potentially unproductive activities of finding right employees for the job. As such it indicates that the HRM has to play significant part in ensuring that the organizations must take into consideration the factors which can be helpful in retaining the employees and ensuring that they remain productive and help achieve the organization its strategic objectives. This internal memo therefore has been prepared with the objective of briefing the management regarding a potential problem and what actions can be taken in order to ensure that the organization continue to achieve its objectives while at the same time ensuring that the employee productivity remain at the desired level along with acceptable level of employee turnover. XYZ Company (You can put the name of your choice) is currently facing high employee

Mcdonalds Marketing Intelligence System Marketing Essay

Mcdonalds Marketing Intelligence System Marketing Essay The driving forces behind the urgency to have quality marketing research and marketing information are hinged on the two factors. The continued decline in the unit cost of computer hardware and steady improvement in the flexibility and power of computer software, (Vitale, Ives, and Beath, 1989) and the quick pace in which environment changes, (Miles and Snow, 1987). The purpose of marketing research is to assist and improve marketing decision. Market research narrows the gap between producer and consumer, and increase the chance of successful decisions. In any field, the basis of decision making is having effective information available and using it. Processed, analysed and correctly used, market information can reduce risk, time and waste by providing the best basis for decision, (Tinniswood, 1986). Naturally, it seems, this leads to well defined marketing strategy. However, (Assad, 1990) posited marketing research must be conducted vigorously and systematically to fulfil its intended role, which is only vigorously when data collected are valid, reliable and representative. 2.0 The Quality of Marketing Research and Marketing Information What is Quality Marketing Research and Marketing Information? We will tackle this question by first collecting related framework, model and system and then discuss the issues of accuracy, reliability, amount of information required and data analysis complication that affect the quality of marketing research and marketing information. Mcdonalds Marketing Intelligence System Dr. Malcolm Mcdonalds concept of marketing intelligence system is depicted in fig. 1. As explained by Mcdonald, marketing research and marketing information are inseparable and hence synergistically entwined to effect a good marketing strategy. From the above, data from the market through marketing research are processed and analysed to form relevant marketing information which forms intelligence (knowledge) to make quality decision focuses on key determinants for example, the significance of market share or correct service levels for profitable growth. In marketing, these can be realised with a shrewd marketing mix (i.e. the 7 Ps). Hattons Information Priority Framework Marketing research is just one source of information available to the business planner. Also, the collection of new data can be very expensive. It is therefore imperative for the marketer to go through the process of identifying the priority for information need as in fig 2. The easy and hard can be defined by either time or cost. Weicks Theory of Marketing Research Limits On the same vein, (Weick, 1984) felt similar concern espoused a model with three criteria , (fig 3) to keep within the research limits i.e. generality, accuracy and simplicity. He provokes the thought of tradeoff among the three components. In reality, he stress that no all can be met at the same time but rather at most, any theory can meet two of these criteria. General accurate theories are complex, general simple theories are inaccurate, and simple accurate theories have no generality. The strategic implication of McDonald, Hatton and Weicks theory is that marketing researcher and the marketing manager have to work hand in hand to define problem correctly in the first place, prioritising information required and subtract, simplify, distil, (The Sunday Times, 18th May 1997) marketing information. This could improve the quality of information at optinium time and cost. All these certainly give us an indication of the complexity of the real world and management judgement is required. Lunns Database Marketing (DBM) Technology can increases the ease of data collection and provides new form of data analysis (Stone and Shaw, 1987). (Lunn, 1986)s thorough and ingenious DBM is a cut across functional boundaries system which can be a benchmarking tool to to information system designer. It helps in the linking of data collection to alternative marketing scenario which could lead to quality marketing strategies as depicted in fig 4. This system embraces organisational and cognitive process reliant on a solid IT foundation. 2.1 Accuracy of Marketing Research Most market research information does not have to totally accurate. For example, if a firm wants to know its market share, it will not matter whether the figure is 26 per cent or 27 per cent, but it will be important to discover whether it is 26 per cent or 50 per cent. Suppose a firm wants to know what portion of 10,000 person in a specific target group used their brand. They discover this information by asking everyone in the group. This is both expensive and time consuming Alternatively, they could take a proportion of the sample which should reflect the group. However, it is possible that the sample is not true reflection of the group and representative enough. The key to quality information is to have just enough information. Weicks theory come handy in this process. 2.3 Is there a need for more information? Elaborating on the above, it is easy to forget that market research is not usually needed for it own sake. In fact marketing research is not providing a direct recommendation about the correct decision to be taken. It usually provides indirect information about the environment, customers behaviour and attitude and so forth. In short, it will provide information which has to be combined with a mass of other already existed information before a final decision can be made. This indirectness can represent a potential problem. A question will arise is the present data not good enough? It is much more difficult to judge whether the information is really worth the cost and delayed involved, (Barron, and Targett, 1985). Although, the value of information can be calculated by comparing the profit available with and without the marketing research and its processed marketing information, for example, decision tree technique, it is unfortunately complicated and not reliable as the value will var y from situation to situation. One further problem is the calculations involve issues of probability and uncertainty which many people find difficult. An illustration of a survey on the likelihood of different sales level with three columns : sales, original probability estimate %, and revised probability estimate % as show in table 1 and could not find any change in it principle in making decision. For example for both estimates, the high portion of sales still fall in the region of  £40m  £50m. The revised probabilities make the decision process easier (is this quality enhancement ?), but they did not change the principle. Thus the important question is whether the revised odds would result in final decision. If not, the forecast is worthless. Hattons priority framework can provides a good guide to this consideration. 2.4 Data Analysis Accurate marketing research data needs not necessarily and automatically provides quality marketing information. Data have to be analysed. Most market researchers have learnt the art of data collection but there is certain room for improvement in the science of data analysis. (Drucker, 1992) also strongly advocates executives have become computer literate but data illiterate. As such, market reseachers should be urged to co-ordinate with the marketing manager and master the skill of interpreting data and re-look at the use of basic inferential procedures as an extra area to marketing decision making. It should use multivariate methods based on matching the technique to problem rather than the problem to the technique. The key issue here is not only to focus excessively on forecast accuracy but instead decision usefulness. For example building a consumer profile enables the firm to make quality and informed decisions. Thus, reducing the risk of making wrong decision on how to distribu te, promote and price its products. Lunns DBM model should be considered for overcoming some the above problems. Cost Issues Once data is collected and processed, the information must be distributed to the decision-makers. Its availability at the right time, right cost and its delivery in a user-friendly format will be critical to its usefulness and value. 3.0 Marketing Strategy and the Innovative use of Marketing Information (Bonoma, 1985) defines marketing strategy as the analysis of alternatives opportunities and risks to the firms, informed by environmental (e.g. competitive, social) and internal (e.g. production or people abilities) information, which leads management to choose a particular set of market, product, and customer goal. This administrative approaches carry the underlying assumptions that strategic marketing decisions are well understood and widely agreed upon within organisation (Skivimgton and Daft, 1991). At this junction we accept this unconditionally although many marketing experts discover inherent inadequacies of this nostrum, (Hamrick 1983, Mintzberg and McHugh 1985). This view holds that strategy drives structure, a strategic direction require the development of new market structure, effort and administrative mechanisms. Fig. 5 shows the corporate management spells out the mission and goals in which marketing strategy and plan are formulated after carefully evaluates the external and internal factors. Relatively, the quality of marketing strategy is definitely dependent of the marketing audit, in this case we can take as marketing research/marketing information sandwiched between the corporate mission and marketing strategy. Sharing the same view, (McDonald, 1995)s marketing planning process depicts below: According to him, marketing strategy is about the manipulation of 4 Ps Product, Price, Promotion and Place based on marketing theory (Structure, framework, models, etc.). These could include market research, market segmentation studies, response elasticities and the budgeting of resource allocation decision which may includes the distribution of people and money need to put marketing strategy into effect. (Lunn, 1986)s approach to database marketing (DBM) which allows market research data to be blended with the system database (derived from previous internal and external market research data) to enhance marketing information for predictive decision marketing by combining marketing managers intuitive skills. This would allows marketer to test the effect of difference marketing mixes on specific segments. In another words, positioning by creating an USP for target market defined by research. His marketing modelling is useful for the presentation of marketing research/marketing information defining the marketing strategy. One of the many such example is the success of General Motors innovative rebate programme which became an eye opener for company like Ford, Apple Computer, who follow similar program. Synthesising the concept of relationship marketing and the segmentation technique, General Motor groups customer by their purchasing level. Loyal, heavy and creditworthy users are being rewarded with free gifts, upgrades and allows accumulating rebates toward the purchase of new vehicles by tracking the researched database. The quality of this type of marketing information was confirmed with the result of 12 millions cards, (Berry, 1994) being issued in the United States. The strategic implicati on to this is the accuracy of GMs targeting which enables quality marketing strategy. Such are not possible without a quality marketing research, database system and the innovative use of interpreted information. 4.0 Power, politics and the dissemination of information There are many literatures elaborating power, politics and the dissemination of information which is centred to the quality of marketing strategy. However, what seems to be obscuring is its specific co-relation relative to marketing strategy. Let digress slightly to discuss these issues. Knowledge, derived from organised information, which in turn is interpreted from raw data, is power, (Francis Bacon, 1957). Building on this ground, (Emerson, 1962) espoused the beholder of knowledge is a powerful figure within the organisation. Further, (Piercy, 1985) argued and introduced the information-structure-power theory of marketing emphasising on the political aspect of information in the marketing environment. Such a view is compatible with (Bonoma, 1985)s claim that it is naÃÆ' ¯ve to belief that data, especially numerical data, are science-associated and therefore somehow purer than intuitions or qualitative statements. Adding he reiterated that there is nothing so politicised in management as the collection and use of quantitative information. Data or information in management, as in science is politicised, tortured, bent, and occasionally broken in the service of vested interests in the marketing organisation. For example, in my corporation, sales expense reports are put on hold by manager until call report are turned in at the end of every month. This is to use as a punitive mean to red-line salesmans moonlighting rather than use as a base for customer research or marketing intelligence gathering. There are also numerous cases, where divisional managers are under pressure to increase market share. These sales executives came up with a manipulated pricing plan of 30% increment in vo lume, supported by dressed marketing research information. What went conveniently unreported, however, was that the current fleet of equipment would be obsolete in a few month time; much earlier, because of the forced increased in capacity. One can imagine the future repercussion of having to fund the purchase of the new equipment which the top management is unaware of. In consistent with this, (Piercy, 1984) co-relates power and politics of marketing with marketing information seamlessly. He focuses on the implications for the management of marketing in organisations, where a political analysis suggests that the management of marketing should concentrate not only on techniques of marketing research or of rational, scientific decision making but also on structure and process, i.e on power and political systems, to influence and control outcomes. His works provide the empirical support that structures and decision making processes are frequently political in nature. Piercy builds on (Velasques and Cavanagh, 1983)s defense that politics in organisations are in someway bad in themselves, but in reality power goes to the politically able rather than others with more legitimate claims. This is due to organisational situation of high ambiguity relative to structure and process, as in the case of information gathering in strategic problem formulation, (L yles and Mitroff, 1984). For example, in the allocation of fund to even within the marketing department, top management may favours the lower level executives request for his endeavour due to him being a politically competent manager as against the request of the most effective superior with better marketing information supporting him. This is in reality possible as the strategic decision are often unstructured and broad in nature, (Hayes, 1984). With the awareness of the above, quality of marketing strategy is not narrow down to only quality information. What seems to define quality marketing strategy is the interconnectedness of power, politics which are structure and process related. 5.0 Quality Marketing Strategy and Corporate Strategy We have discussed marketing strategy with some reservations in section 3 on this paper. To further demonstrate the true meaning of quality marketing strategy we continue to elaborate more. (Levitt, 1960)s Marketing Myopia adds favour to it by arguing that customers buy solution to their needs, not products. A domestic example is our home grown Creativity Technology, a PC sound card maker is introducing new kit by solving customers upgrading problem by providing the next generation DVD solution, (Strait Times, 30th July 1997). Having all said and done about marketing strategy, then precisely what is quality marketing strategy? Robet Pirsigs Zen in his art of Motorcycle Maintenance provokes some unusual thinking. He do not use the term productivity in connection with marketing activities but prefers to use phrase like peace of mind and feeling good about the marketing actions undertaken. Pirsig would say that we move from being uncomfortably involved with what is going on to more comfort with events, people, and things by our acts. As we do this, we move toward Quality. In this view Quality is bred of caring, not just technical skill, and is the brother of involvement. Another school of thought came from (Gilbert,1978), who related quality with worthy performance, which he suggested, is associated with doing the most difficult thing best with the least effort. This, he said is measurable against the behaviour aspect which is difficult to qualify. (Bonoma, 1985) merges both concepts by using coping behaviour skill as a measure of output that meets Gilberts performance yardstick. Marketing effectiveness is then about managements coping quality and can be defined by referring to a comparison of achieved output with intended goals. We call this comparison satisfaction which is similar to Pirsig peace of mind and feel good about. Putting all these together, quality marketing strategy is about the triple interface of company, customer and trade. It is only achieved with satisfaction created with the least effort using coping skill to realise the intended goal. This leads us to (Skinner, 1969)s missing link which he suggests a kind of top-down approach, starting with the company and its competitive strategy, and its goal is to define tactical task (i.e marketing strategy) in support of the corporate strategy. In short, if marketing strategy defers from corporate strategy, it is not quality marketing strategy as it is not the intended goal of the corporation. We have discussed intensely that quality marketing strategy is not only about quality information as the latter is one of the many components that assist marketing decision-maker to be more effective. 6.0 Shortcomings of Marketing Research/Marketing Information On balance, not all marketing research/marketing information can help to define quality marketing strategy. These can be illustrated in the real-life examples that follows: In the early 1990s, American Express, decided to launch their resolving credit card, the Optima to compete with Visa and Master Card. In theory, the modelling of consumer profiles and credit histories from marketing research and datebase confirmed opportunities for new product line. It was a total failure with bad debts and American Express had to abandon this endeavour after 2 years. A postmortem analysis reveals (a case of reliable information yet inappropriate) although from same individuals, the various data was taken from the American Express card for corporate business travel expenses which are reclaimed or paid directly; whereas the Optima Card was used for personal expenses. Timely information is important in the defining of marketing strategy. (Stalk and Hout, 1990), in their espoused time to market strategy argues the reduction of time to gain significant competitive advantage. Collecting data requires time and too much of it may be resulted in redundancy and misinformation system, (Ackoff, 1967). This may also renders the firm to miss their market opportunity. A case in point is Levers introduction of Signal mouthwash. Signal was in the test markets for so long that it gave Scope a chance to emphasis the same benefit in a national advertising campaign and launch the new product successfully ahead of the originator. The starting point of the marketing research is to define the problem that researcher can help to solve. If the problem is defined wrongly, the result of the marketing research not only define sub-optimal marketing strategy but also lose the firms brand image which may takes years to recover or not at all. A classic example is that of Coca-Cola who focuses the wrong problem as the sweetness of Pepsi-Cola instead of the quantity. The ideal research should instead focus on the positioning of size rather than taste. This case illustrates how experienced marketer can overlook vital consumer behaviour and that the perception is stronger than reality Original Coke is the real thing. How can anything taste better than the real thing? In cases where requirement is to be entrepreneurial in nature, innovation, gut feeling and decisiveness (Drucker, 1986) may also has competitive advantage, without the need for marketing research. An example of the victory which does not belong to the side that does a better job of marketing research is American Motors. The company ignores customer needs develops the Jeep, a product borrowed from the military. No focus group is likely to have conjunct up that idea, nor is the identifying of customer need is going to have any co-relation with it, but it is a winner. 7.0 Conclusion A quality marketing research/marketing information involves the accuracy, relevancy, reliability, its time delaying elements and its cost attached with it. As traditional costing is about economic cost, a new look into the future (Farlan, 1984), involves the concern of forward looking marketing opportunity rather the present. This assignment has demonstrated other means of innovative concept such as strategic management cost encompassing the value chain analysis, cost driver analysis and competitive analysis as a better alternative evaluation of marketing research/marketing information investment. Concerns of quality marketing information is in the area of data analysis, data interpretation and decision usefulness to provide solution rather than the research and information per see. There are also two missing links from the input of marketing research to the output of quality marketing strategy. On one hand, the problem of information dissemination involving the power structure organisation. On the other, the alignment and co-ordination of corporate strategy and operations strategy (Skinner, 1969), in which marketing strategy and information system strategy becomes more blurry, (Earl, 1989, Ward, 1996). To a certain extent, technology can improve data analysis and assist the clumsiness of co-ordinating organisation, inter-organisation and external differences, but it is the innovative use of information (Keen, 1993) that put forward the marketing edge. Examples and solution to the opportunities and concerns are discussed and illustrated. In sum, strategically, in the context of marketing management, the quality of market research/marketing information related to marketing strategy narrowed to the outcome of new opportunities derived from fulfilling the perceived unfilled needs or problems of the customer. This should be done by offering creative product based on the researched information to provide benefit and solution to the end-user, the so-called marketing myopia by (Levitt, 1960) in their relationship with the market place and the relative worthiness involves the cost- and profit myopia, (Piercy, N., 1982) of the investment in their goal setting and strategic decision marking; to achieve what is required, they must also be wary of the missing links and political myopia; in implementing marketing strategies with regard to alignments and co-ordinations of the corporate strategy and the timely disseminating of information.