Significance of Structure and the Role of Marketing in Organisation Assignment

Significance of Structure and the Role of Marketing in Organisation - Assignment Example Innumerable writers have demonstrated the significance of the organisational structure along with its relation with the organisation’s size, technology, culture and environment. A few writers have mentioned the fact that if an organisation wants to achieve high performance, its structure needs to fit and match with the degree of change in its environment. It has further been pointed out that the structure plays a vital role in all the aspects of the human capital of the organisation. The organisation structure and the underlying design principles need to match with the main purpose of the organisation. Else, the organisation is deemed to fail and might not succeed in the long run. Marketing can be considered as the heart of an organization. The significance of marketing is growing in the non-commercial, public as well as voluntary sectors. The demand for the goods and services of any particular organisation totally relies upon the needs and wants along with the ability to pay. It is significant for the marketers to take these factors into consideration if they want to sell the product that focuses to be successful in the long run. (University of London, n.d.). There have been controversies in the recent years regarding the role played by marketing in the competitive strategy. By unambiguous verbalisation of the marketing capabilities, the researchers are capable of arguing the fact that marketing contributes to the theory and practice. The new researches need to focus upon the tasks those require different capabilities of marketing since they contribute to innovative along with entrepreneurial firm behaviour (Weerawardena, 2003). It has been found that the mar keters are gaining awareness of the positive impact of marketing actions with social dimensions can have upon the organisation. It has been pinpointed by American Marketing Association members that social responsibility can be considered as a significant element for enhancing the effectiveness of the organisation (Handelman & Arnold, 1999). Marketing plays a significant role in the operations of the business. With the term marketing, it is understood as satisfaction of the wants and needs of the customers. Through product, place, price and promotion strategies, the operation of the business can reflect upon the contentment of the needs and wants of the customer. Marketing links the business and the customers together. It is the duty of the marketer to provide such goods that can be liked by the consumers and they wish to buy it at such a price which customers want to pay in a proper location. Furthermore, the goods must be promoted effectively for enhancing the level of awareness of the product to the customers (Learning Edege, n.d.). It is marketing that is responsible at generation of the revenues as well as profit of the organisation. In case of non-profit organisations, the marketing takes care of attracting the customers so that the mission of the non-profit organization can be achieved. Without

Should College Have One Attendance Policy Essay Example for Free

Should College Have One Attendance Policy Essay The college should have one attendance policy for all departments. Attendance policy is strange things, and perhaps the strangest thing about them is how often they completely differ from one another. There is no college – wide attendance policy that students must follow, but many departments create their own. Some departments have strict attendance policies, but many times the policy is whatever the professor feels like. I think the college should adopt a more uniform attendance policy for several reasons. First of all, the lack of uniformity can be mind – boggling for student. Attendance policy varies a lot between professors. Some professors don’t enforce these policies; many make up their own and put it in their syllabus. It’s not uncommon for a gen-ed to have a strict attendance policy while an important course for student’s major has a very lenient one. It’s obviously more important that the student attend the major course, but he or she only faces consequences if the gen-ed is missed. Second of all, many department policies are not enforced by professors. This is worse than not having a policy in the first place. How are students supposed to take showing up to class seriously if their teachers don’t? Another reason, attendance policies do not do a good job of reflecting the importance of a class. Furthermore the inconsistent attitudes professors have towards them are confusing to student. Therefore, when faces with so many varying opinions on the importance or unimportance of attendance policies, students lose the basic point. However, every student should attend all classes. Not only are professor there to teach you in the first place, you paid to learn. Not going to class is essentially throwing money away while pretending to be a student. In short, attendance policy at college should be changed in order to be more consistent. Either do away with policies altogether and let the students face the long-term consequences of their actions, or find a policy every professor in the department will stand behind and enforce.

Human Resourse Management Essay -- GCSE Business Marketing Coursework

Human Resourse Management This essay will review the role of human resource management (HRM) in the strategy process. This will include the function of recruitment and training programs in HRM, the concept of strategic fit and how human resource management can lead to a competitive advantage. The manner in which an organisation’s personnel are managed has a tangible influence on the productivity of the employees, which ultimately acts upon the firm’s bottom line. Corporate success is dependent upon the integration of the human resource plan and the corporate strategic plan.It has become a widely held premise that people provide organisations with an important source of sustainable competitive advantage and that the effective management of human capital, not physical capital, may be the ultimate determinant of organisational performance (Youndt, Snell, Dean, Jr, & Lepak, 1996). The relationship between the strategic planning of an organisation’s people and the overall strategy is being increasingly recognised as one of immense importance. A growing recognition of human resources as being a company’s most important asset has, and will continue to, change the focus of strategic planning. It is no longer acceptable to exclusively plan for those assets that will appear on the balance sheet. A cohesive plan integrating human resource management and the overall strategic plan is necessary, such that the management of people is not a distinct function, but acts as a medium through which all other business strategies are implemented (Armstrong and Long, 1994: p. 42). In essence, the competitive, human resource, and structural strategies should all be linked in a systemic and dynamic fashion (Boxall, 1996: p. 61). Unfortunatel... ...y, T.E. (1993), Strategic Human Resource Management, Thomas Nelson Australia: Melbourne. Schuler, R.S., and Jackson, S.E. (1987), ‘Linking Competitive Strategies with Human Resource Management Practices’, The Academy of Management Executive, Vol. 1, No. 3, pp. 207 - 219. Schuler, R.S., and MacMillan, I.C. (1984), ‘Gaining competitive advantage through human resource practices’, Human Resource Management, 23 (3), pp. 241 - 255. Skelton, B (1996), Flexible workforce is a business strength, Human Resource Week ‘96, The Age, pp. C10. Torraco, R.J., and Swanson, R.A. (1995), ‘The Strategic Roles of Human Resource Development’, Human Resource Planning, 18 (4), pp. 10 - 21. Youndt, M. A., Snell, S. A., Dean, Jr., J.W., & Lepak, D. P. (1996). Human resource management, manufacturing strategy, and firm performance. Academy of Management Journal, 39 (4), 836-866.

Nurse Practitioner

Yaidelyn Alonso SLS1125: Matos 4/20/12 Nurses: â€Å"Caring Today For A Healthier Tomorrow† Growing up in a house hold of medical personnel, such as my mother and my aunt and other close relatives has really inspired me to become a Nurse Practitioner, but most of all my inspiration has come due to the death of my father. I want to help patients who may have false hope, who may think that there’s nothing anyone can do, I want to give patients hope, and I will devote my life to make a difference in the medical field.Although it won’t be easy, I know there will be obstacles I have to overcome, I think anything is possible if you persevere and if you commit yourself to do something that you love. At the end of the day you made at least one person’s life more enjoyable and filled them with hope, that’s what I’ll be thinking every night before I lay my head on my pillow. A Nurse Practitioner is a registered nurse with advanced training in diagnosin g and treating illnesses. Nurse Practitioners prescribe medication which usually RN’s cannot do, as well as treat illnesses, and administer physical exams.The difference between an NP and a physician is that they focus on prevention, wellness and education. To be more specific Nurse Practitioners may specialize in either Neonatal Care with new born and baby’s or Geriatric Health, Adult Health, Oncology, Family Health and Psychiatric/Mental Health. Personally I love trauma centers and the Emergency Room, I’m quick on my feet and I do not like standing around, I like a job that challenges me and keeps me occupied.As a Nurse Practitioner you can sub-specialize in different areas and lately I’ve been very interested in Oncology. To be very brief my father passed away due to cancer in his liver, I want to help and provide my utmost help to those with cancer like his, I want to make someone’s day a little brighter no matter how sick they really feel. I d on’t just want to be a healthcare personnel I want to be the difference in someone’s life, I want patients to have faith in me because I won’t fail to care to there every need.In order to become an NP there’s certain qualifications you need to abide by and of course you first must finish you AA and your bachelors in Registered Nursing. As a current student in Miami Dade College I’ve researched and spoke with counselors that have guided me into the classes I must take to even get into the nursing program. Such as the basics chemistry and human growth and development, as well as Anatomy 1 and Anatomy 2, it’s not just taking the classes but about passing them with extraordinary grades and graduate with your AA and a really good GPA.After graduating with my AA I plan to transfer to FIU and further my studies, they have a great Nursing program, as soon as I graduate with my bachelors degree I will continue to get my masters and broaden my knowled ge in my studies. To be a nurse practitioner, you need to have a graduate degree, such as a Master of Science in Nursing (MSN) or Doctor of Nursing Practice (DNP). The current minimum education needed to work as a Nurse Practitioner is a MSN degree, which takes 3-4 years to complete, depending on your specialty.Many colleges and universities prefer you have a Bachelor of Science in Nursing (BSN) for entry into this graduate program, while other schools allow a bachelor's degree in another field if you are a registered nurse. In further detail In order to become an oncology nurse specialist, I will need to learn specific cancer care skills through coursework, clinical practice or continuing education. After gaining enough knowledge and on-the-job experience, I then can take an exam to become an Oncology Certified Nurse.To become an oncology nurse practitioner, I will also need to complete a  Master of Science in Nursing (MSN) degree, typically obtained through a 2-year program of g raduate study. As an oncology nurse practitioner, I will need at least 500 hours of supervised clinical practice in oncology to be eligible to take the certification examination to become an Advanced Oncology Certified Nurse Practitioner (AOCNP). Certification is required in many states such as Florida. As with all  nursing careers, the demand for oncology nurses practitioner is expected to increase significantly over the next ten years.This is especially true because the vast majority of cancers are diagnosed in people over 55, making oncology nurses critically necessary! The median expected salary for a typical  Nurse Practitioner  in the  United States  is  $90,531. Nursing is an art: and if it is to be made an art, It requires an exclusive devotion as hard a preparation, as any painter's or sculptor's work; for what is the having to do with dead canvas or dead marble, compared with having to do with the living body, the temple of God's spirit? It is one of the Fine A rts: I had almost said, the finest of Fine Arts. – Florence Nightingale Nurse Practitioner Yaidelyn Alonso SLS1125: Matos 4/20/12 Nurses: â€Å"Caring Today For A Healthier Tomorrow† Growing up in a house hold of medical personnel, such as my mother and my aunt and other close relatives has really inspired me to become a Nurse Practitioner, but most of all my inspiration has come due to the death of my father. I want to help patients who may have false hope, who may think that there’s nothing anyone can do, I want to give patients hope, and I will devote my life to make a difference in the medical field.Although it won’t be easy, I know there will be obstacles I have to overcome, I think anything is possible if you persevere and if you commit yourself to do something that you love. At the end of the day you made at least one person’s life more enjoyable and filled them with hope, that’s what I’ll be thinking every night before I lay my head on my pillow. A Nurse Practitioner is a registered nurse with advanced training in diagnosin g and treating illnesses. Nurse Practitioners prescribe medication which usually RN’s cannot do, as well as treat illnesses, and administer physical exams.The difference between an NP and a physician is that they focus on prevention, wellness and education. To be more specific Nurse Practitioners may specialize in either Neonatal Care with new born and baby’s or Geriatric Health, Adult Health, Oncology, Family Health and Psychiatric/Mental Health. Personally I love trauma centers and the Emergency Room, I’m quick on my feet and I do not like standing around, I like a job that challenges me and keeps me occupied.As a Nurse Practitioner you can sub-specialize in different areas and lately I’ve been very interested in Oncology. To be very brief my father passed away due to cancer in his liver, I want to help and provide my utmost help to those with cancer like his, I want to make someone’s day a little brighter no matter how sick they really feel. I d on’t just want to be a healthcare personnel I want to be the difference in someone’s life, I want patients to have faith in me because I won’t fail to care to there every need.In order to become an NP there’s certain qualifications you need to abide by and of course you first must finish you AA and your bachelors in Registered Nursing. As a current student in Miami Dade College I’ve researched and spoke with counselors that have guided me into the classes I must take to even get into the nursing program. Such as the basics chemistry and human growth and development, as well as Anatomy 1 and Anatomy 2, it’s not just taking the classes but about passing them with extraordinary grades and graduate with your AA and a really good GPA.After graduating with my AA I plan to transfer to FIU and further my studies, they have a great Nursing program, as soon as I graduate with my bachelors degree I will continue to get my masters and broaden my knowled ge in my studies. To be a nurse practitioner, you need to have a graduate degree, such as a Master of Science in Nursing (MSN) or Doctor of Nursing Practice (DNP). The current minimum education needed to work as a Nurse Practitioner is a MSN degree, which takes 3-4 years to complete, depending on your specialty.Many colleges and universities prefer you have a Bachelor of Science in Nursing (BSN) for entry into this graduate program, while other schools allow a bachelor's degree in another field if you are a registered nurse. In further detail In order to become an oncology nurse specialist, I will need to learn specific cancer care skills through coursework, clinical practice or continuing education. After gaining enough knowledge and on-the-job experience, I then can take an exam to become an Oncology Certified Nurse.To become an oncology nurse practitioner, I will also need to complete a  Master of Science in Nursing (MSN) degree, typically obtained through a 2-year program of g raduate study. As an oncology nurse practitioner, I will need at least 500 hours of supervised clinical practice in oncology to be eligible to take the certification examination to become an Advanced Oncology Certified Nurse Practitioner (AOCNP). Certification is required in many states such as Florida. As with all  nursing careers, the demand for oncology nurses practitioner is expected to increase significantly over the next ten years.This is especially true because the vast majority of cancers are diagnosed in people over 55, making oncology nurses critically necessary! The median expected salary for a typical  Nurse Practitioner  in the  United States  is  $90,531. Nursing is an art: and if it is to be made an art, It requires an exclusive devotion as hard a preparation, as any painter's or sculptor's work; for what is the having to do with dead canvas or dead marble, compared with having to do with the living body, the temple of God's spirit? It is one of the Fine A rts: I had almost said, the finest of Fine Arts. – Florence Nightingale

Bra Boys And Belonging Essay

â€Å"Belonging is not simply about the well-being of an individual. Belonging allows humans to overcome great obstacles and moments of adversity†. Every human being possesses the urgent need to belong, to gain the strength of others and to fit into society. It is in our basic nature, our history supporting the human will to belong, as tribes were formed, urban environments assembled and modern societies bringing individuals into a group as one. A sense of belonging gives us the strength to move forward, the mental and physical support of others and allows us to feel accepted. Sunny Abberton’s documentary Bra Boys depicts the impact of belonging along with the obstacles his family and friends faced. A film conveying the struggles within the Maroubra area in the 80s/90s, that allows us to experience the connections made within the Bra Boys â€Å"surf gang† and the challenges that they are faced with. The Bra Boys demonstrate that a sense of belonging can in fact impact us to overcome great challenges, and that no matter how dire your situation, there will always be somewhere for you to belong. Humans are faced with tests throughout their lives, some more fortunate than others. In the Maroubra community it seemed most of the kids had grown up in uncomfortable situations, most of the Bra Boys parents being drug users, alcoholics, or violent. The Maroubra adolescent community seemed to have a dark lure hanging over it, violence and hardship following those who tried to belong. Gangs formed as a result and the streets became dangerous at night. â€Å"Growing up we had a lot of crazy things happen like guns held to our heads, chased down the street with people shooting at us, all sorts of things, but its good it turned us into what we are† admits Koby Abberton. One Bra Boys explains how he walked around the streets with a bat down his pants because you always had to be prepared for the worst when you were walking at night by your self. It was dangerous events like these that made Ma’s seem so safe, like nothing could ever hurt them there. Ma was the Abberton boys’ grandmother, a gentle and generous woman who opened her arms and home to all the young and struggling children associated with the Abberton boys. Most of these boys came from broken families, somewhere they  couldn’t really call home. Ma provided them with a place that was the next best thing to a home, a family of friends, somewhere that would bring the boys together into a brotherhood. They soon formed a group called ‘Ma’s hell team’ which was the beginning of it all, the beginning of the Bra Boys. Connections with people, places and the larger world can provoke a sense of belonging within ourselves, influencing where we search for meaning in our lives, and ultimately, where we belong. The Bra Boys forge connections amongst themselves by exploring each other’s passions and loyalty. It is ultimately the surfing community/beach life that brings the boys together. The beginning of the documentary presents the surfing culture, diving directly into the heart of these boy’s lives. The viewer is presented with live footage, magazine cover pages and newspaper articles to express the success and enjoyment the Bra Boys share towards the sport. Another scene featuring cross cutting strings together shots of the Bra Boy’s handshake, celebrating their literal connections to one another. The Bra Boys are all blessed with a passion of surfing, somewhere they could escape together, and without that place to free their minds and have fun sharing a hobby together, they may not have formed such sturdy bonds as they possess today. The connections we make determine how we grow and develop. Along with be being connected, acceptance has a large impact on our lives and wellbeing. Being a Bra Boy comes with responsibility, one being to accept your brothers and be there for them no matter what. Acceptance allows us to gain confidence in our lives. Without the fulfillment of fitting in human beings tend to grow lonely and feel as though they don’t belong. With that sense of approval, we can acknowledge ourselves and achieve more. Bra Boys is a documentary which greatly highlights the impact of being accepted within a certain community. Spending their days surfing and hanging out with friends, the bra boys allow us to appreciate the greater prospects of belonging. Koby Abberton, main Bra Boy, describes to the viewer how important their ‘gang’ is: â€Å"if one of the boys calls, no matter what you’re doing you come†. This depicts to us how strong and important their brotherhood is. The song â€Å"My Brothers Keeper† featured in the film, written by Jamie Holt, backs up a bond of brothers such as the Bra Boys. â€Å"My brothers, we are in  intertwined†¦. these ties shall bind us† is sung to describe the acceptance of one another and words how their ‘gang’ is literally bound to one another. â€Å"My Brothers Keeper† is also symbolized as tattoos across various Bra Boys chests. Bra Boys shows a great example of how important acceptance is in our lives and the pride it can bring to us. The Bra Boys demonstrate that that their group also accepts many multi-cultured or religious Australians. Cultural acceptance can be a huge issue within our society today. Cultures and religions can shape humans into what they believe to be their better self. There are many issues revolved around religions clashing or which god should be worshipped. No matter what you believe in or put your faith in we are all human beings and should find the strength to accept each other for who we are. Towards the end of the documentary an issue is displayed for the viewer, on such as the Cronulla race riots, brings to our attention a so-called â€Å"war† between Anglo Australians and Lebanese Australians. â€Å"One of the things ma taught us was to not judge people by how much money they had, or their skin colour, but by what type of person they were, perhaps it was ma’s wisdom that would prepare us for yet another dramatic turn in our beach community† say Sunny Abberton. Footage, images, narration and Police radio communication depict the violence that occurred. We are shown how the aggressive behavior in Cronulla makes its way to Maroubra, and how the Bra Boys gather to protect their community. After the attacks the Bra Boys decide to broker a peace deal between the warring factions. We are shown a 9 News interview where Sunny Abberton states â€Å"Maroubra’s had a very good relationship with the local Lebanese community here for around 10 years, we’re calling for calm on the beaches†. The Bra Boys wanted the ethnic community to feel accepted and wanted them to know that they did in fact belong at Maroubra beach, which is one of the most multicultural areas in Australia. The Bra Boys itself is filled with a number of different racial members, their powerful concept of belonging has transcended racial hatred. Bra Boys is a powerful documentary portraying many concepts of belonging. It shows us an authentic reality of how brutal life can be and that a group as strong as theirs can help to overcome such issues. No matter what they  faced, they had each other. They showed us how important a powerful bond is, and the positive impact a sense of belonging can make. Some of the Bra Boys say the surf saved them, some say Ma did, but ultimately, they saved each other.

French English True Cognates Starting With R

French English True Cognates Starting With R One of the great things about learning French or English is that many words have the same roots in the Romance languages and English. The 1,700 words are spelled (although not pronounced) identically in French and English and are true or semi-true cognates. Before you start memorizing them, please read some important notes about these cognates. The (parentheses) indicate the words part of speech in both languages, and, in the case of nouns, the gender of the noun in French. racial  Ã‚  Ã‚  (adjective)radar  Ã‚  Ã‚  (masculine noun)radial  Ã‚  Ã‚  (adjective)radian  Ã‚  Ã‚  (masculine noun)radiant  Ã‚  Ã‚  (adjective)radiation  Ã‚  Ã‚  (feminine noun)radical  Ã‚  Ã‚  (adjective masculine noun)radio  Ã‚  Ã‚  (feminine noun)radium  Ã‚  Ã‚  (masculine noun)radius  Ã‚  Ã‚  (masculine noun)radon  Ã‚  Ã‚  (masculine noun)raid  Ã‚  Ã‚  (masculine noun)ramification  Ã‚  Ã‚  (feminine noun)ranch  Ã‚  Ã‚  (masculine noun)rat  Ã‚  Ã‚  (masculine noun)ratification  Ã‚  Ã‚  (feminine noun)ratio  Ã‚  Ã‚  (masculine noun)ration  Ã‚  Ã‚  (feminine noun)ravine  Ã‚  Ã‚  (feminine noun)rechargeable  Ã‚  Ã‚  (adjective)recognition  Ã‚  Ã‚  (feminine noun)resconstitution  Ã‚  Ã‚  (feminine noun)reconstruction  Ã‚  Ã‚  (feminine noun)rectangle  Ã‚  Ã‚  (masculine noun)rectifiable  Ã‚  Ã‚  (adjective)rectitude  Ã‚  Ã‚  (feminine noun)recyclable  Ã‚  Ã‚  (adjective)referendum  Ã‚  Ã‚  (masculine noun)refuge  Ã‚  Ã‚  (ma sculine noun)regret  Ã‚  Ã‚  (masculine noun)relaxation  Ã‚  Ã‚  (feminine noun)religion  Ã‚  Ã‚  (feminine noun)repentant  Ã‚  Ã‚  (adjective)reproduction  Ã‚  Ã‚  (feminine noun)reptile  Ã‚  Ã‚  (masculine noun)respect  Ã‚  Ã‚  (masculine noun)respectable  Ã‚  Ã‚  (adjective)respiration  Ã‚  Ã‚  (feminine noun)restaurant  Ã‚  Ã‚  (masculine noun)restitution  Ã‚  Ã‚  (feminine noun)restriction  Ã‚  Ã‚  (feminine noun)retriever  Ã‚  Ã‚  (masculine noun)revolver  Ã‚  Ã‚  (masculine noun)rhododendron   (masculine noun)ricochet  Ã‚  Ã‚  (masculine noun)rictus  Ã‚  Ã‚  (masculine noun)ridicule  Ã‚  Ã‚  (masculine noun)riposte  Ã‚  Ã‚  (feminine noun)rival  Ã‚  Ã‚  (adjective masculine noun)robot  Ã‚  Ã‚  (masculine noun)rose  Ã‚  Ã‚  (adjective noun)rotation  Ã‚  Ã‚  (feminine noun)rotor  Ã‚  Ã‚  (masculine noun)routine  Ã‚  Ã‚  (feminine noun)royal  Ã‚  Ã‚  (adjective)royalties  Ã‚  Ã‚  (feminine noun)rugby  Ã‚  Ã‚  (masculine n oun)rumba  Ã‚  Ã‚  (feminine noun)rumination  Ã‚  Ã‚  (feminine noun)rupture  Ã‚  Ã‚  (feminine noun)rural  Ã‚  Ã‚  (adjective)ruse  Ã‚  Ã‚  (feminine noun)rutabaga  Ã‚  Ã‚  (masculine noun)

The Fight For Freedom essays

The Fight For Freedom essays Throughout American history people have fought for causes in which they believe; one of these major causes was the emancipation of all black slaves within the United States. During the mid 1800s two of the greatest abolitionists emerged; Frederick Douglass and William Lloyd Garrison. Both of these men lived during the same time period and grew up in hard conditions. However, both of these men overcame their hardships through the strength of their morals and became successful abolitionists. Although different in background and beliefs, William Lloyd Garrison and Frederick Douglass were two of the key abolitionists of the mid 1800s William Lloyd Garrison was a man who grew up under the care of only his mother, after his father left them early on in Williams life. Through all of the time spent with his mother, Garrison inherited many of her traits. (Lilley, 36) Williams early life in Massachusetts was unlike many other childrens because of his fathers heavy drinking, which caused his mother, Fanny, to work hard just to make sure that her children would not inherit any of their fathers weaknesses. (36) Unfortunately William had problems with money, which was scarce around the house; however, he finally found happiness working in a newspaper. This eventually helped lead him to create an abolitionist paper known as The Liberator. In this paper he expressed many of the views that he acquired from another great abolitionist Benjamin Lundy. (Lilley, 37) Garrison also had obtained many of his views against slavery listening to the British Parliaments debates on slavery in the West Indies (Lilley, 37). He was so inten t on getting is point across that in the very first printing of the Liberator he said: I do not wish to think, or speak, or write, with moderation. . . . I am in earnest I will not equivocate I will not excuse I will not retreat a single inch AND I WILL BE HEA...

Biography of Queen Charlotte

Biography of Queen Charlotte Queen Charlotte (born Sophia Charlotte of Mecklenberg-Strelitz) was the Queen of England from 1761–1818. Her husband, King George III, suffered from mental illness, and Charlotte ultimately served as his guardian until her death. Charlotte is also known for the possibility that she possessed multiracial heritage, which would make her Englands first multiracial royal. Fast Facts: Queen Charlotte Full Name: Sophia Charlotte of Mecklenburg-StrelitzKnown For: Queen of England (1761–1818)Born: May 19, 1744 in Mirow, Germany Died:  November 17, 1818 in Kew, EnglandSpouses Name: King George III Early Life Sophia Charlotte of Mecklenburg-Strelitz was born in 1744, the eighth child of Duke Charles Louis Frederick of Mecklenburg and his wife, Princess Elisabeth Albertine of Saxe-Hildburghausen, at the family castle in Mirow, Germany. Like other young ladies of her station, Charlotte was educated at home by private tutors. Charlotte was taught the basics of language, music, and art, but much of her education was focused on domestic life and household management, in preparation for future as a wife and mother. Charlotte and her siblings were also educated in religious matters by a priest who lived with the family. When Charlotte was seventeen years old, she was sent from Germany to marry George III, five years her senior. George had ascended to the throne following the death of his father, George II, and was as yet unmarried. Since he would soon need an heir of his own, and Charlotte was from a minor duchy in the northern part of Germany that had no political machinations, she must have seemed like a perfect match. Charlotte arrived in England on September 7, 1761, and the next day, met her prospective groom for the first time. She and George were married that evening, just a few hours after meeting. Charlotte the Queen Although she spoke no English at first, Charlotte learned the language of her new country quickly. Her heavy German accent and tumultuous relationship with George’s mother, Princess Augusta, made it difficult for her to adapt to English court life. Although Charlotte attempted to expand her social circle, Augusta challenged her every step of the way, even going as far as to replace Charlotte’s German ladies-in-waiting with English ladies of Augusta’s choosing. Heritage Images / Getty Images Over the years, Charlotte and George had fifteen children together, thirteen of whom survived to adulthood. She was pregnant regularly, yet still managed to find time to organize the decoration of a lodge in Windsor Park, which was where she and her family spent most of their time. In addition, she educated herself about diplomatic matters, and exercised a quiet and discreet influence over her husband’s political affairs, both foreign and domestic. In particular, she became involved in English-German relations, and may have had some influence in British intervention in Bavaria. Charlotte and George were avid patrons of the arts, taking a particular interest in German music and composers. Their court hosted performances by Bach and Mozart, and they enjoyed the compositions of Handel and many others. Charlotte was also an active gardener, with a scientific interest in botany that led her to help expand Kew Gardens. The Madness of King George Charlotte’s husband suffered from intermittent bouts of mental illness throughout his adult life. During the first episode in 1765, George’s mother Augusta and Prime Minister Lord Bute managed to keep Charlotte completely unaware of what was happening. In addition, they made sure she was kept in the dark about the Regency Bill, which stated that in the event of George’s full incapacity, Charlotte herself would become Regent. Two decades later, in 1788, George became ill again, and this time it was much worse. By now, Charlotte was well aware of the Regency Bill, but still had to battle against the Prince of Wales, who had designs of his own on the Regency. When George recovered the following year, Charlotte deliberately sent a message by refusing to allow the Prince of Wales to attend a ball held in honor of the Kings return to health. Charlotte and the prince reconciled in 1791. Gradually, over the next few years, George descended into permanent madness. In 1804, Charlotte moved into separate quarters, and seems to have adopted a policy of avoiding her husband entirely. By 1811, George was declared insane and placed under Charlottes guardianship, as per the Regency Bill of 1789. This scenario remained the same until Charlottes death in 1818. Print Collector / Getty Images Potential Multiracial Heritage Charlottes contemporaries described her as having an unmistakable African appearance. Historian Mario de Valdes y Cocom contends that although Charlotte was German, her family was distantly descended from a 13th-century black ancestor. Other historians take issue with Valdes theory, arguing that with a black ancestor nine generations back, its nearly impossible to consider Charlotte multi-racial. During her reign as Queen, Charlotte was the subject of racially-charged insults about her appearance. Sir Walter Scott said that her relatives from the House of Mecklenburg-Strelitz were ill-colored, orang-outang looking figures, with black eyes and hook-noses. Charlottes physician, Baron Stockmar, described her as having â€Å"a true mulatto face.† Conclusive evidence of Charlottes ancestry has likely been lost to history. Nevertheless, it remains important to reflect upon this element of her story, as well as to consider how the concepts of race and royalty play out in society today. Sources Blakemore, Erin. â€Å"Meghan Markle Might Not Be the First Mixed-Race British Royal.† History.com, AE Television Networks, www.history.com/news/biracial-royalty-meghan-markle-queen-charlotte.Jeffries, Stuart. â€Å"Stuart Jeffries: Was the Consort of George III Britains First Black Queen?† The Guardian, Guardian News and Media, 12 Mar. 2009, www.theguardian.com/world/2009/mar/12/race-monarchy.â€Å"Philippa of Hainault.† Charles II., www.englishmonarchs.co.uk/plantagenet_35.html.Waxman, Olivia B. â€Å"Is Meghan Markle the First Black Royal? Why We Dont Know.† Time, Time, 18 May 2018, time.com/5279784/prince-harry-meghan-markle-first-black-mixed-race-royal/.

Examples of Art and the Historical Aspects They Give Article - 1

Examples of Art and the Historical Aspects They Give - Article Example The present research has identified that the Magenta, Black, Green on Orange painting expressed religious experiences that Rothko had during the painting. People who viewed the paint experienced the same feelings. This was evident as some people would even cry when they viewed the painting. It shows deep emotions that manifested when man faced certain circumstances. Martha Knowles and Thomas Henrietta’s painting of my sweet sister Emma is a piece of art that has used warm colors to give a warm feeling. This piece of art is slightly similar to Rothko’s art, in that they both used blocks of color, which seems to give almost the same visual effects. Emma received this piece of art as a gift for her wedding. This piece shows warmth that families share. This piece moves from one family member to another over time that is from one generation to another. This has the effect of spreading love and strong family bonds. The piece also shows how people interacted back in history an d how strong bonds of love and family warmth took place. The picture displays exceedingly strong bonds that are evident in human life. Michelangelo Buonarroti is a painting, well known as Doni Tondo. The painting has a wooden frame that is magnificent. It has five heads that symbolize Jesus, two sables and two prophets. The frame is a symbol of court of arms of the Strozzi and Doni families. The piece of painting demonstrates Mary taking up Jesus from Joseph. On the background, John, the Baptist appears. This painting shows a transition from the times of paganism. It demonstrates early Christianity. The painting primarily features the holy family. The painting shows the humans salvation and mortality. It shows Jesus as the Christ and the way humans look up to Him for salvation.

Problem and solution Essay Example | Topics and Well Written Essays - 500 words

Problem and solution - Essay Example Another effect of junk foods is poor performance and obesity. These foods contain very huge amounts of fats. Obesity is caused by accumulation of these fats in the body resulting in abnormal weight gains. A person who consumes junk foods at least twice a week gains an extra 4.5kg of body weight. Johnson, Paul Kenny(2010). Solution: the most effective way of reducing obesity is regular physical exercises. Exercising leads to burning of excess calories since it speeds up metabolism rate in the body hence aiding in shedding away some of the weight. Excessive intake of junk food should also be avoided, instead one should increase intake of white meat such as fish instead of red meat. High levels of sodium and fats contained in junk food can lead to high blood pressure or hypertension. Disproportionate dietary sodium can also have an undesirable effect on renal function and can cause kidney ailment. Consumption of junk food during pregnancy can intensify the risk of poor mental health, anxiety and depression in the young ones. It also causes emotional and behavioral problems such as tantrums and aggression. When junk foods are frequently used, they can cause cancer. This is based on the fact that they lack all the vitamins and proteins that are essential for proper functioning of the body. The immune system is also impaired. As a result, the diseased cells can become cancerous. Furthermore, packed junk foods usually contain preservatives and coloring which have carcinogenic substance. These carcinogenic substances are harmful for the body especially for the cardiovascular

Paul Gauguin, the Father of Modern Primitivism Essay

Paul Gauguin, the Father of Modern Primitivism - Essay Example The essay "Paul Gauguin, the Father of Modern Primitivism" discovers the Father of Primitivism, Paul Gauguin. We have become societies that live within the symbols we’ve created rather than beings who live as we were meant to, through all of our senses, which, David Howes argues, is the only way in which we will be able to once again feel fulfilled. â€Å"If we do no ‘come to our senses’ soon, we will have permanently forfeited the chance of constructing any meaningful alternatives to the pseudo-existence which passes for life in our current 'Civilization of the Image.'" Further, we have had several individuals willing to show us the way whom we have instead labeled as primitive because they did not relate to the world at the same superficial level that we did. By taking a look at both high fine art such as that produced by Paul Gauguin and the ‘primitive’ cultural products of the Inuit tribes, we can see that what we have traditionally defined as pr imitive is not necessarily an accurate term, or perhaps is a term that needs redefinition. In terms of discussing an artist such as Paul Gauguin, Oliver Sacks has helped us define the deviations of vision as the product of a savant mind, a mind that works in sharp contrast to the standard variety brain. According to the current research, the savant mind is able to more accurately and quickly process information than the average mind, by utilizing a full complement of information coming in from all of the senses, even questioning whether there might not be more.

The Truman Show Essay Example | Topics and Well Written Essays - 1250 words

The Truman Show - Essay Example The unsuspecting protagonist, who has no idea that everything around him and everyone around him are just behaving the way they are supposed or told to, gives the story a fresh appeal. As the story progresses, each stage if it makes the audience think what would they do if they were in Truman’s place. It makes people wonder what his reaction would be in the end when he finds out about the truth. Even his mother, wife and best friend are part of it so that makes his situation really pathetic. The people whom a person trusts most in the world are all in the plot of filming his life. The world he thinks is real is only make-believe. But then soon he starts picking up clues. He starts discovering the repetitive events have more than habitual meaning to them. Bit by bit he starts to think that he is being set up and he tests things one by one to try and unravel the truth. Although Truman trusts his logic to escape from a scripted world, Can Truman force reality since he was living in Seahaven Island for his entire life? Truman has been living twenty nine years of his life in Seahaven and has not yet come across anything that would force him to think out of the ordinary. He works as an insurance salesman, has a lovely wife who is happy always and has a best friend who was with him since he was seven years old. The town is also a dream come true, very neat with everyone smiling at each other and greeting them with sheer respect. The only incident that is seen to be haunting Truman is the death of his father, which took place when they went for sailing when he was a kid. He feels guilty for this incident as it was his curiosity and stubbornness that took him on the trip during the storm. This incident still lingers in him and he has developed hydrophobia. Even though his whole life is â€Å"broadcast 24 hours a day† he has no idea about it. (Weschler 1) That is until one day, a light projector falls from the supposed beautiful, normal sky. Soon more event s start adding up to it, like the time when he drives and he can hear on the radio every turn that he takes, when he goes to his office he finds that inside the lift there is a TV set etc. He even starts to understand that there is more to the things that happen around him than just everyday routine. When he sits in the car and watches from the mirror the order in which the man with the cycle, the man with the flowers etc keep passing here and there and when he takes his wife on a spontaneous ride the traffic just magically appears. The most surprising fact is that everyone knows Truman’s name, are very courteous and ready to help him with anything. He starts to figure out gradually that his life has been set up. He resolves to get away from Seahaven but everything comes in his way. It is like he has no way to escape from that place. He tries talking to his wife and friend but they too behave as though nothing his wrong. But Truman feels it in his guts that everyone is hiding something from him. Chritsof is the creator of this TV show. The man who has invested and spent millions to make a show like this, with the so-called intention of creating a safe world for his corporation adopted son Truman. He can be perceived as God as he is the one who controls everyone and everything in Truman’s life. He is the one who decides and chooses for Truman. All that Truman has to do is get up everyday and go to sleep every night, the rest is controlled by â€Å"the creator.† On one hand, Christof can be seen as a devil who controls

See attach Essay Example | Topics and Well Written Essays - 500 words

See attach - Essay Example According to the play paragraph presented, the relation between the speaker and other people has been affected by his mentality or perception towards them. He sees other people as advantaged having compared his daily occurrences to theirs. According to his perception, his life occurrences are the worst compared to any other person. All these can be proven by the utterances in the last four sentences of the given play paragraph. The speaker in the last paragraph of the play admits that he cannot meet his full objective based on his personality and set to fake and try a new pattern. As per my perception, the speaker is very intelligent and trusts his personality. This can be proven by his words in the first three sentences that he is determined to prove villain since he cannot prove a lover in the fair well-spoken days (Wells, 32). The speaker is a hard working and determined person. His change of pattern shows that he is a character that can go to extreme to achieve his desire. This can be explained by his utterance in the seventh sentence of the given paragraph. In this sentence, the speaker plots to set his brother Clarence and the king in a deadly hate to prove villain (Wells, 32). Comparing the two lines of the play paragraphs, the speaker failed in accomplishing his life desire in the right path as those who chose the villain path succeed. This has brought a change in the speaker’s perception about his personality that he is set to abandon his personality achieve his desire. The soul reason is to prove villain and drive people back to reality. As per my perception, induction is always the best mode of logical thought though surrounded by minor setbacks (Wells, 34). Induction is a slow process that is based on reality while deduction is based on presumption that tends to drive people to the shortest way possible to achieve their life desire. According to the first paragraph, the

The Truman Show Essay Example | Topics and Well Written Essays - 1250 words

The Truman Show - Essay Example The unsuspecting protagonist, who has no idea that everything around him and everyone around him are just behaving the way they are supposed or told to, gives the story a fresh appeal. As the story progresses, each stage if it makes the audience think what would they do if they were in Truman’s place. It makes people wonder what his reaction would be in the end when he finds out about the truth. Even his mother, wife and best friend are part of it so that makes his situation really pathetic. The people whom a person trusts most in the world are all in the plot of filming his life. The world he thinks is real is only make-believe. But then soon he starts picking up clues. He starts discovering the repetitive events have more than habitual meaning to them. Bit by bit he starts to think that he is being set up and he tests things one by one to try and unravel the truth. Although Truman trusts his logic to escape from a scripted world, Can Truman force reality since he was living in Seahaven Island for his entire life? Truman has been living twenty nine years of his life in Seahaven and has not yet come across anything that would force him to think out of the ordinary. He works as an insurance salesman, has a lovely wife who is happy always and has a best friend who was with him since he was seven years old. The town is also a dream come true, very neat with everyone smiling at each other and greeting them with sheer respect. The only incident that is seen to be haunting Truman is the death of his father, which took place when they went for sailing when he was a kid. He feels guilty for this incident as it was his curiosity and stubbornness that took him on the trip during the storm. This incident still lingers in him and he has developed hydrophobia. Even though his whole life is â€Å"broadcast 24 hours a day† he has no idea about it. (Weschler 1) That is until one day, a light projector falls from the supposed beautiful, normal sky. Soon more event s start adding up to it, like the time when he drives and he can hear on the radio every turn that he takes, when he goes to his office he finds that inside the lift there is a TV set etc. He even starts to understand that there is more to the things that happen around him than just everyday routine. When he sits in the car and watches from the mirror the order in which the man with the cycle, the man with the flowers etc keep passing here and there and when he takes his wife on a spontaneous ride the traffic just magically appears. The most surprising fact is that everyone knows Truman’s name, are very courteous and ready to help him with anything. He starts to figure out gradually that his life has been set up. He resolves to get away from Seahaven but everything comes in his way. It is like he has no way to escape from that place. He tries talking to his wife and friend but they too behave as though nothing his wrong. But Truman feels it in his guts that everyone is hiding something from him. Chritsof is the creator of this TV show. The man who has invested and spent millions to make a show like this, with the so-called intention of creating a safe world for his corporation adopted son Truman. He can be perceived as God as he is the one who controls everyone and everything in Truman’s life. He is the one who decides and chooses for Truman. All that Truman has to do is get up everyday and go to sleep every night, the rest is controlled by â€Å"the creator.† On one hand, Christof can be seen as a devil who controls

The Positive Affects of Arts Education for Special Education Students Essay

The Positive Affects of Arts Education for Special Education Students - Essay Example They are not only striving to find out the impact of arts education on students with special needs but also on students with no special needs. The realization of the importance of art education for improving cognitive skills of students has encouraged educational institutions to organize and promote art activities for students. It has also encouraged institutions to promote art education in formal and non-formal settings. The significance of art education to improve cognitive skills has been recognized internationally. Its importance is evident from the fact that the Director Journal of UNESCO appealed on November, 1999 to promote Arts Education and Creativity at schools (Iwai). It has been proved through research projects that the introduction of arts as proper education can promote aesthetic development of individuals. Based on this study, educational institution can make arts education an important constituent of their system. It will improve the overall performance of students in schools. According to a study conducted on two hundreds and fifteen pre-kindergarten students and two hundred and eight kindergarten students in Tel Aviv, Israel and Ohio, in the United States, it has been found that art education can actually result in aesthetic development of students. During this study, these students went through various visual activities. It was found through this study that students of pre-kindergartens and kindergartens who went through these activities under the supervision of their teachers achieved greater aesthetic development as compared to students who were without the supervision of teachers. Since arts education can successfully develop cognitive skills of children from a pre-kindergarten age, so it can be concluded that addition of arts in the formal education system will successfully result in personality development of students. It will also help students strengthen their long term memory, focus, and attention (Iwai). According to the Art for USA organization, neuroscientists from seven universities across the world have advanced the understandings of the effect of art on learning of students. The purpose of this study is to comprehend the impact of arts education on improving the overall education standard. The research does not only intend to find out how the addition of arts education can potentially improve the education standard but also to find out its impact on the cognitive development of students. It has been found through studies that with the help of arts, students develop focus and attentions skills. It also promoted memory retrieval among students. Therefore it can be concluded that art can not only enhance cognitive skills of students but can also help them in other forms of learning. So, art is necessary for the cognitive development of both students with special needs as well as students with no special needs. Scientists have conducted brain imaging studies as well as behavioral assessments to evaluate the ef fectiveness of arts education for students. With the help of research, it has been found that various forms of art can actually result in cognitive development of students. According to studies, music can help students improve geometric representation skills. The education of music can contribute to the cognitive development of students by enhancing their reading skills and sequence learning. Acting is also an important part of arts. Acting arts help students imp

Management and Chemical Engineering Essay Example for Free

Management and Chemical Engineering Essay I have completed my Bachelors of Technology in Chemical Engineering at Indian Institute of Technology, Guwahati, India (IITG). I am seeking a position in your organization in order to enhance my skills and practical experience, while being resourceful and innovative. I have worked hard in my undergraduate studies, striking a balance between compulsory courses like Fluid Mechanics, Process Equipment Design, Process Control and Instrumentation, Chemical Engineering Thermodynamics, related wet lab courses and supervised research under the guidance of Dr Chandan Das (Associate Professor, Department of Chemical Engineering, IITG) Dr AK Golder (Associate Professor, Department of Chemical Engineering, IITG). My Bachelor Thesis Project was on Biosorption of heavy metals to purify industrial effluents under the guidance of Dr. Chandan Das (Associate Professor, Dept. of Chemical Eng., IITG) and Dr. AK Golder (Associate Professor, Dept. of Chemical Engineering, IITG). When I look back now, I realize the role of an inspiring mentor in a student’s life. Dr. Das and Dr. Gloder gave me a whole new direction to explore my research skills and the interest in reading research articles while doing my undergraduate courses in mainstream Chemical Engineering. After graduation I joined Jindal Steel and Power Ltd as a Project Engineer where I practiced what I learnt during my educational life. Post completion of one year, I joined SPI Pvt. Ltd. As an Assistant Manager. I choose this as apart from technical skills, I also wanted to gain a good understanding about the business processes and its various elements. While working there my interest became more focused towards managerial skills. It was there where I decided to go for my higher education in Masters in Management as managerial knowledge via a reputed and esteemed university will help me to learn a wider scope of business management skills which was missing in my technical career. In my education thus far, I have been actively involved in sports and co-curricular activities including making manual robot, organized Rock-o-Phonix for three consecutive years (2008, 2009 2010) and represented IIT-Guwahati in Inter IIT sports meet in Football which has helped me to develop upon simplicity in approach, patience, team work, confidence, loyalty, ability to manage loads of stress and adaptability. To work using the in-hand knowledge and indigenous creativity simultaneously is my biggest asset. Education I believe is not just excelling in courses that we take and cracking their exams but a continuous process of development and self-realization. Not just asking â€Å"what to do† or â€Å"how to do† but â€Å"who am i† and â€Å"what is my purpose† too. My long term career goals are to become socially responsible individual and to get the dream job of working in the field of interest. If given the opportunity of pursuing the graduate study in field of management I would be getting involved in a project that will help me grow intellectually and professionally and result in useful outcomes.

The Purpose Of A Movie Analysis Film Studies Essay

The Purpose Of A Movie Analysis Film Studies Essay Film analysis is an important part of understanding films although this is overlooked by many people. There are various elements of films which are brought together to give the final outcome and enable the audience grasp the story. Some of these elements are very visible such as actors while others may not be clear such as the theme of the movie. Elements in films include actors, storyline, images, motion, time, background sound, composition, sequence, lighting and others (King, 2002). These elements usually undergo processes such as filming and editing among others. The overall quality of the elements and processing techniques in totality determines the success of a film. It is important to analyze all elements which are brought together in a film in order to assess the effectiveness of the film in achieving the objectives of the producers. This is also important since it helps explain why some films are more successful than others. This paper will discuss how movie analysis is done and how meaning is found in a film and how to interpret it. My personal criteria used in movie evaluation will also be discussed in the paper. The discussed issues will be summarized at the end of the paper. How to analyze an entire movie There are various strategies used when analyzing movies. Different movie analysts use different criteria although there are various elements which form the basis of movie analysis. This section of the paper will discuss how a movie is analyzed and the various aspects which are assessed during movie analysis. Effectiveness of storyline and dialog This is one important aspect of a movie used in analyzing the overall success of a movie. The storyline creates a platform for development of the movie. In a successful storyline, the audience should be able to easily relate with the theme and dialog between characters in the movie (Pollick, 2011). Successful movies use scenarios and dialog which actors are comfortable with. This makes it easier to convey the storyline to the audience. Movies which are considered less successful use scenarios and dialog which constrict the actors and make it difficult to convey the storyline. Less successful movies feature obscene language or poor conveyance of thought in a manner in which thoughts appear to be from the screenwriter as opposed to the character. A movie analyst asks themselves whether the dialog appeared to honest or whether there was a logical progression of scenes. The analyst should further ask themselves whether all scenes necessary to effectively give the storyline were present. Finally, they should assess whether the movie had any dialog or language which made it impossible to effectively understand the movie. These are basic questions which guide movie analysts when assessing whether dialog and the storyline in a movie are effective. Set pieces and background In any movie, the background plays a very important role in presenting the storyline and movie in general to the audience. The role pf photography in a movie is to enhance the characters and make the storyline more realistic to audiences under the circumstances. There is need to develop a proper atmosphere when presenting a movie to an audience. In order to analyze whether the set pieces and background is effective for the movie, one should ignore dialog and the actors for a brief duration. During this time, a movie analyst should assess the costumes used, sets, scenery, colors and shapes which have been used in the film. These elements are used to create the desired ambience or mood. In addition, the use of darkness and light as well as fog and shadow should not be overlooked since these play an important role in producing background effects. However, all these elements should be used sparingly and they should not overwhelm viewers. In general, the analyst should ask themselves whet her the background used distracted his or her to the storyline or whether it complemented the storyline. Performance of actors This is another major aspect which dictates the success or failure of a movie. Performance of actors should be judged both when they are acting in the main action and even when they are part of the background. In successful movies, actors roles push forward the plot of the movie or assist audiences develop particular characters in their minds. They should be judged even when they are part of the background since the audience feels the presence of such actors. Actors chosen should fit into the roles they play and they should complement each other as opposed to competing against each other. They should also portray the emotions which accompany the roles they play in different scenes in order to make the film appear realistic to the audience. When a film analyst is analyzing performance of actors, she or he should ask themselves whether actors fit into the roles they played and whether they complemented the parts played by other actors. They should also ask themselves whether their perf ormance made the movie more realistic to the audience or not. Editing This is one of the most important processes which any film undergoes. In fact, most critics are of the opinion that significant work in any movie begins at the editing stage. There are many movies which have good storylines and actors but they fail to capture the audience due to poor editing. Such movies feature many scenes which do not add to the plot or have those which are important left out. Others have poor editing techniques and audiences are exposed to obvious mistakes every time there is a transition to a new scene. Editing of movies should be done in a professional manner in which the audience is unable to notice any edited parts. When a film analyst is analyzing a movie, he or she should look for confusing parts especially when transiting to new scenes. He or she should also look for the synchronization between actors words and actions in order to judge the success of the editing process. In movies which have action scenes, these scenes should gradually build to climax with out losing the captivation and interest of the audience. Successful movies flow smoothly between scenes which gradually develop the theme or plot of the story. Directors fingerprints Most directors have distinct styles which characterize movies they produce. Directors understand the scriptwriters intentions, actors skills and how the crew operates. Due to this reasons, films usually leave a signature which is unique to directors. After a film is completed, it should have the feel and look of the director who directed the movie. In order to assess the directors signature in a movie, the analyst should research previous movies done by the directors and any distinct styles which she or he uses. The analyst should also analyze the reputation which the director has from the perspective of other directors and filmmakers. Signature elements which are unique to directors include edgy dialog, familiar actors, creative background music or unique camera perspectives and angles. These elements assist a film analyst to analyze a movie and conclude whether it was successful or not. How to find and interpret meaning in movies Finding and interpreting meaning in movies is usually challenging to audiences especially if the film is of low quality. Many people watch a movie and wonder what its theme or meaning was after it is over. However, there are various techniques which may be used to find meaning and some of them will be discussed below; Analyzing how characters react to conflict This is a common approach which should be used by analyst when finding meaning in movies. Many movies have simple concepts at the face level but once someone analyzes how characters react to conflict with other characters or events, it becomes clear the meaning or theme of the movie. Conflict in movies is usually represented as dramatic action or dialog. Dramatic action should be interpreted by watching characters actions in order to expose underlying meaning (Hagener TÃ ¶teberg, 2002). Action is usually interpreted through analyzing the unspoken. When searching for meaning, the changes which characters undergo as a result of experiencing conflict, exposes the underlying meaning in movies. Changes on the main character throughout the movie This is a similar approach to finding meaning in movies. It involves analyzing the character of the main actor at the beginning of the movie and at the end in order to view any changes which they may have experienced. Main characters usually change after experiencing certain events within the movie. They are usually faced with challenges and experiences which require decision making and choices. These decisions and choices change the character of the actor. Understanding the changes which occur to the main character and the factors which influenced these changes will enable a movie analyst to find meaning in film. Personal experiences There is consensus among many directors that movies may have different meaning to different people based on experiences. Some people may have different interpretations of the same movie based on experiences they have. In order to find meaning, the audience may therefore be forced to analyze their personal experiences and relate them to the movie. Many movies feature themes which relate to social norms and experiences and it is therefore easy for a movie analyst to find meaning within his or her experiences in society. Cultural influences Every film is based on a certain culture which may be real or fictional. Particular characters in the film either follow such cultures or rebel against them. This is the basis of creation of a villain and hero within the movie. When the actions of characters in the totality of the film are assessed based on the popular culture in the film, it is possible to derive meaning from the film. The presence of villains and heroes who either follow or rebel against the prevailing culture drives an analyst in finding meaning of the movie. This strategy works both for fictional or real life acts. Analyzing contradictions within the film Finally, another effective way of understanding meaning of film is through analyzing contradictions inherent in the movie. The major elements of a film include sound, editing, cinematography, settings, theme, character and narrative. By studying any contradiction which may be present between these elements, one can derive meaning from film. For instance, contradictions between actors actions and words or between soundtracks and images may present a deeper meaning in film. My personal criteria for evaluating movies When evaluating movies, there are certain steps which I follow and some of them are included in the strategies which have been discussed above. The first step involves watching the movie carefully and patiently in order to understand the storyline. This should be the first objective of any film analyst since the storyline provides the basis for analyzing a movie. Understanding the storyline involves connecting the sub-plots and scenes together in order to develop one overall story. After watching the film, the second step is finding meaning. I believe that any effective film analyst should first understand meaning of a film before he or she gives an opinion of whether it was successful or not. In order to understand meaning in film, I usually use two strategies. The first involves studying the behavioral changes in the main actor as a result of experiences in the movie. The choices and decisions made as a result of experiences which in turn alter their character is an effective way of understanding meaning. The second strategy involves analyzing the cultural influences on characters. The behavior of characters in the context of the dominant culture in the movie has helped me interpret meaning in film. Finally, any experiences which I may have relating to the storyline also help me in finding meaning of a movie. After understanding meaning of a movie, the third step is assessing the effectiveness of the various elements of the film. These include the sound, editing, cinematography, settings, theme, character and narrative. I usually analyze all these elements independently and judge whether they were effectively used or not. I also analyze the connection between various elements in order to make the overall movie. I usually use the guidelines which have been discussed in the paper when analyzing the elements. After this analysis, I consider the elements, storyline and theme of the film in totality, in order to give an opinion on whether a film was successful or not. I consider a film to be successful its storyline is interesting, theme relevant and if all elements have been effectively used in developing the movie. Summary and conclusion Various aspects of film analysis have been discussed in the paper. Film analysis involves analyzing film elements, the storyline and theme in order to develop a conclusion of the success of the movie. In order to effectively analyze a movie, various elements are assessed and these include effectiveness of storyline and dialog, set pieces and background, performance of actors, editing and the directors fingerprints. These elements should all be interlinked and they should flow to give the movie a clear storyline. In order to find meaning in movies, various factors are analyzed and these include analysis of how characters react to conflict, changes on the main character throughout the movie, personal experiences, cultural influences and analysis of contradictions within the film. Meaning and effectiveness of elements used should be taken in totality when determining the success of a movie. However, one should be careful when finding meaning since different people may have different mea nings to the same movie due to different cultural experiences.

Following a Trail of Tears Essay -- Government Iraq War Essays Papers

Following a Trail of Tears For yet another third period, I walked through the faded pink door into the fluorescent-lit room. I walked along the back wall, past the poster of the â€Å"Pledge of Allegiance† spelled out with license plates. I sat down in my seat. This would be my first of two periods in a row with Mrs. Sorenson, the quirky history/English teacher who would bring out her fiddle and sing songs based on the unit of U.S. history we were working on. This day, Mrs. Sorenson wasn’t singing any songs. There weren’t many songs she knew about the Trail of Tears. She reminded us about how the American Indians had owned the land before the Europeans came and how the new settlers wanted to keep the natural resources found in the Indians’ homelands. Mrs. Sorenson explained that the Cherokee Indians, a tribe of Native Americans, were forced off their land and marched thousands of miles on foot to be moved to the designated Indian Territory. She mentioned that many died, but more Cherokees cried. To me, this was merely information to be absorbed for the test, and then squeezed out to make room for the next unit. I had bigger problems than mere thousands of people in the past being paraded to some other place. Little did I know that in five years I would study literature extensively on the Trail of Tears for my college English class. The Trail of Tears was the Cherokee removal in 1838 from the southeast states of the United States into Indian Territory in present-day Oklahoma. Remembering back to eighth grade, I vaguely recall the Indians being forced off their land and moved to Indian Territory with the violent assistance of soldiers; however, all the research I have done point out that only a few were moved under sol... ...te. This knowledge could keep Iraqi citizens from dying today. It could keep Iraqi and American soldiers alive. It could feed and house homeless all around the world. I want to be able to make a difference. If getting information is all we as people need to do to make a difference, we should try and stay informed. Information is the key to a healthy and peaceful world, which is why I will make an effort to keep informed. Works Cited Anderson, William L. Cherokee Removal: Before and After. Athens, Georgia: University of Georgia P, 1991. 75-83. Jackson, Andrew. "Andrew Jackson's Second Annual Message." PBS. Comp. James D. Richardson. 4 Apr. 2007 http://www.pbs.org/wgbh/aia/part4/4h3437t.html. Johnston, Carolyn R. Cherokee Women in Crisis: Trail of Tears, Civil War, and Allotment, 1838-1907. Tuscaloosa, Alabama: University of Alabama P, 2003. 56-78.

Global Strategy and Local Needs in the Luxury Car Market Essay

1 Introduction Since the 1980’s researchers have been trying to understand what globalization is and how competitive advantage can be gained out of it. This study will look at this movement with a critical eye and reflect whether or not it is sometimes better to give local needs priority in management decisions. The purpose of this study is to analyse whether the â€Å"Global strategy, but local needs† assumption leads to success. The objective is to provide scientific evidence for this strategy, analyse different organizations’ strategies and provide a possible recommendation for the best practice. Globalization is a driver of luxury 1 but it is not the best solution to apply this approach in all strategic decisions. This paper will not only look at this strategic approach in general, but will try to focus in specific on the luxury car market. The luxury segment is a fascinating subject for scientific research, because it still provides possibilities for relatively fundamental research within its niche. 2 Although there is considerable literature about specific brands, there is a lack of systematic and scholarly work that â€Å"analyses the luxury car phenomenon itself. † 3 The importance of this segment has also been emphasized in Sergio Marchionne’s recent speech to the shareholders (appendix 7. 2). The CEO of the Fiat S. p. a and of the Chrysler Group LLC underlined that his strategy for the future of the Group is located in the premium4 car production. 5 The motivation of this paper therefore is to analyse the challenge Maserati will have to address and to arrive to some practicable conclusions. 1 Cf. Kapferer/Bastien 2012, p. 12. 2 Cf. Heine 2012, p. 6. 3 Cf. Berger 2001, p. 160. 4. Expression intentionally quoted to illustrate a later explained statement 5 Cf. Fiat S. p. a. 2012b. Definition and terminology 1. 1 2 Methodology The findings of this project are derived from primary, secondary and tertiary sources of information. The tertiary source was mainly the catalogue of the Deutsche Nationalbibliothek in Frankfurt. Another important part of the data collection contributed the Internet. Most data has been found with the search engine google. com and scholar. google. com and the homepages of the relative brands mentioned in the project. The biggest part of the project’s information was taken out of secondary sources such as textbooks, newspapers and specific literature. Finally, the annual reports of 2011 of selected brands have been consulted. 2 Definition and terminology 2. 1 Strategy â€Å"†¦ Strategy in corporate practice is an integrated concept with the objective of ensuring long-term survival in active interaction with the competition †¦Ã¢â‚¬ 6 In today’s everyday changing business environment all companies are forced to reassess their strategies, their structures and their processes regularly. But the answers to every strategic and organizational challenge is varying among industries. 7 Therefore first a summary of different general strategic alternatives will be presented. Afterwards a detailed analysis of the characteristic strategy in the luxury car market will be developed. 2. 2 Global or Local Strategy In this chapter both terms global and local strategy should be defined. Moreover the strategic challenge of a business to decide between both strategies should be analysed. 6 Cf. Kotler/Berger/Bickhoff 2010, p. 12. 7 Cf. Bartlett/ Ghoshal 1990, p. 17. Definition and terminology 3 Businesses have been international since ancient times and at its beginnings international business had simply the form of exporting and importing. Any business that carries out some of its activities across national boundaries can be defined as an international business. 8 In the 70s and 80s keywords as standardization, rationalization and centralization marked the new tendency towards globalization. 9 Globalization is a term that emerged in the 1980s/90s10 and that has become a buzzword in the 1990s. 11 Originally globalization was only an economic phenomenon that described the integration and merger of national economies, and the development of communication and production of knowledge, transportation and migration. 12 Today the extent to which the organization’s activities are spread across geographical regions has become a major consideration in the implementation of an organizations strategy. 13 A global strategy is the tendency of a company to a consistent strategy and adaptation to local circumstances become redundant. Global organizations gain competitive advantage overcoming national and continental boundaries. Therefore it was a widely held belief that there was the risk that the globalization would overrun all regional and national differences. 14 Though today we have evidence that there is no â€Å"global village† and that regional and national differences cannot be so easily neglected. On the contrary the majority of the apparently global organizations use local differences to gain competitive advantage. 15 Therefore numerous literature and research on the counter-rotating trend to globalization, the so-called localization, can be found. Localization in general means the adaptation to or consideration of local market conditions. Most of the research concluded that the two apparently contrary concepts do not mutually exclude but depend on one another: â€Å"Globalization can mean the reinforcement of 8 Cf. Campbell/Stonehouse/Houston 2002, p. 255. 9 Cf. Bartlett/Ghoshal 1990, p. 36. 10 Cf. Lohmeier 2008, p. 9. 11 Cf. Rohm 2010, p. 4. 12 Cf. Lohmeier 2008, p. 9. 13 Cf. Campbell/Stonehouse/Houston 2002, p. 254. 14 Cf. Lohmeier 2008, p. 10 15 Cf. Lohmeier 2008, p. 58. 4 Definition and terminology or go together with localism as in ‘Think globally, act locally’†¦Ã¢â‚¬  16 . Numerous literatures even deduce a new concept called â€Å"Glocalization. † Glocal strategies are strategies that provide evidence to global and local players, to respond advantageous and purposeful to globalization. They should assist global players to localize their activities where worthwhile and show ways and means to local players to make use of the global area respectively – in both cases without abandoning their global or local character. 17 2. 3 Bartlett’s and Ghoshal’s model According to Bartlett and Ghoshal there are three traditional strategic directions a company can follow. Tab. 1: The three strategic directions 18 Multinational Global International Strong local presence Cost reduction through Usage of knowledge and through respect of national centralized but worldwide competences of the HQ needs oriented activities through worldwide diffusion and adaptation 2. 4 The multinational organization The multinational organization according to Bartlett and Ghoshal is the archetype of the organization. At the beginning of the 1900th century this was the most diffused organizational model. As shown in figure 1 in the multinational organizational model the HQ is at the centre with many decentralized, interdependent and autonomous branches surrounding it. The specific needs of the local markets are encouraged and therefore they are able to react to local needs. Historically this organizational model was the one of many European companies that expanded into foreign countries. Several of these companies originally where family owned companies. Processes were based on personal relationship and 16 Cf. Pieterse 1995, p. 49 zitiert nach Lohmeier 2008,p. 53. 17 Cf. Lohmeier 2008, p. 64. 18 Cf. Bartlett/ Ghoshal 1990, p. 32. 5 Definition and terminology informal contacts rather than formal structures and systems. Therefore only elementary financial control was necessary. 19 Branch Decentralized federation: Many key assets, responsibilities and decisions are decentralized Branch Branch HQ Branch Personal control: Informal HQ – subsidiary relationship, simple financial control Branch Multinational mentality: Management considers overseas operations as portfolio of interdependant business. Branch Figure 1: Multinational organization 20 2. 4. 1 The international organization This organizational model has similarities to the multinational organization. However as shown in figure 2 the branches are more dependent on the transfer of information and knowledge from the HQ. The objective of this kind of organization is to transfer knowledge and competences in aspects such as technology or marketing to underdeveloped foreign branches. The national branches can adapt products or strategies, while the HQ determines innovation and processes. In comparison to the multinational organization model there is more systematization and control. According to Bartlett and Ghoshal the international organization model had its breakthrough in the post-war period. The international organizational model is the model for the typical American Management culture of empowerment and delegation. 19 Cf. Bartlett/Ghosal 1990, p. 73. 20 Cf. Bartlett/Ghosal 1990, p. 74. 6 Definition and terminology Branch Branch Coordinated federation: Many assets, resources, responsibilities and decisions are decentralized but controlled by HQ Branch Branch HQ International mentality: Management considers overseas operations as appendix to a central domestic corporation Branch Administrative control: formal management planningand control systems allow higher HQ-subsidiary linkage. Branch Figure 2: International organization 21 2. 4. 2 The global organization Global companies develop their products and strategies considering only one equal worldwide market. Product development, production and marketing strategies remain centralized. 22 As shown in figure 3 the most important characteristics of the classical global organization have HQs that are a centralized hub that severely controls the branches and a management-mentality that views the world as one economic entity. The main feature is the centralization of assets, resources and competences. The function of branches is reduced to sales and services. In some cases financial competitive advantage is gained outsourcing the production sites abroad. Compared to the multinational and international organizations the branches in global organizations have less power to develop or modify new products and strategies. Managers in global organization, especially those located in HQ, often are more concentrated on the global market and consider the market to be equal worldwide. They have no comprehension of the local needs because there is no exchange of information between HQ and the national branches. 23 21 Cf. Bartlett/Ghoshal 1990, p 77. 22 Cf. Bartlett/Ghosal 1990, p. 31. 23 Cf. Bartlett/Ghoshal 1990, p. 75 f. 7 Definition and terminology Internationalization pioneers like Henry Ford build up their production plant according to this model and the Japanese started their offensive in the 70s and 80s with this model. 24 Normally global organizations first where very successful in their home market and used this success then to expand internationally. 25 Branch Branch Centralized hub: Most of the strategic assets, resources, responsibilities and decisions centralized Branch HQ. Branch Operational control: Tight control of decisions, resources and information through HQ Branch Global mentality: Management considers overseas operations as channels for the supply to a unified global market Branch Figure 3: Global organization 26 2. 4. 3 The transnational strategy Bartlett and Ghoshal claim that the traditional directions do note lead to adequate results anymore. Global and international organizations look out for a centralized answer to a worldwide market opportunity. Multinational companies search local solutions. Therefore Bartlett and Ghoshal developed the assumption for a new approach to solve the challenge of increased competitive and changing environment: The transnational strategy. 27 Companies nowadays can only survive in the competitive environment if they succeed in developing simultaneously worldwide competitiveness, multinational 24 Cf. Bartlett/Ghoshal 1990, p. 75. 25 Cf. Bartlett/Ghoshal 1990, p. 31. 26 Cf. Bartlett/Ghoshal 1990, p. 77. 27 Cf. Bartlett/Ghoshal 1990, p. 33 and p. 90. Definition and terminology 8 flexibility and global learning capabilities. These are the main elements of the transnational model. 28. The transnational model is a symbiosis or rather compromise of the other three traditional strategic directions. It combines both kind of competitive advantages: Because the affiliations are seen as strategic partners they can better respond to local needs and global synergies can be positive side effects. In the transnational model local markets are respected, and the proximity to the market is mainly an instrument to react more flexibly on a global scale. 29 The distinction between multinational and transnational companies is the amount to which the HQs are directly involved in the management of the branches. While a transnational company often has a strategic centre that manages to a high degree all the global operations a multinational company does not coordinate directly its foreign activities but rather considers the branches as interdependent business. The transnational organization acknowledges that there are certain resources and competences such as finance or research and development that are better centralized in the HQ while other resources are more advantageous to be decentralized in the markets to spread the competences on a global level. 30 2. 5 The Luxury Concept and Definition. The concept of luxury is known since ancient times. Lucullus, a roman senator who was famous in the ancient Rome for his marvellous evening events and his love for beauty, delicacies and sensorial pleasures, can be considered inventor of the luxury concept. 31 Chevalier and Mazzalovo provide a definition as follows: A luxury brand is selective and exclusive and provides an additional creative and emotional value for the consumer. It is a brand that is giving the desirable attribute of being scarce, sophisticated and in good taste. It also has a slightly understated and aristocratic attribute. 32 28 Cf. Bartlett/Ghoshal 1990, p. 33. 29 Cf. Bartlett/Ghoshal 1990, p. 84 30 Cf. Bartlett/Ghoshal 1990, p. 84. 31 Cf. Heine 2012, p. 2. 32 Cf. Chevalier/Mazzalovo 2008, p. viii Definition and terminology 9 According to Kapferer and Bastien a luxury brand can be defined by six criteria:33 †¢ An extremely hedonistic experience or product †¢ The price is exceedingly higher compared to the functional value †¢ Tied to a tradition, exclusive expertise and culture ascribed to the brand †¢ Accessible only through controlled and restrained distribution †¢ Obtainable with tailored supplementary services. †¢ Indicating a social representation, making the holder or beneficiary feel special and privileged 2. 6 Luxury versus premium car market The concept of luxury is represented in numerous sectors of activities 34. In this study we will look into more details of the specifics of the automobiles luxury sector. According to Chevalier and Mazzalovo luxury automobiles are â€Å"those cars that consumer perceive as being very special and different from the others. †35 It is necessary to differentiate between the concept of luxury and the concept of premium. The term luxury vehicle suggests a vehicle with a higher quality equipment, better performance, particularly precise construction, comfort, higher design, technologically innovative, and features that transfer an image, brand, status or prestige. Often the image is strongly related to the country of origin of the product. Premium products are upper-range branded products with an increased price without the emotional characteristics like hedonism or myth. „Upper premium brands remain comparative, whereas luxury is superlative. â€Å"36 Suitable examples for this difference can be found in the car industry. While an Audi A6 or A8 are super-premium cars because of the excellent usage value they provide, an Aston Martin or a Lamborghini are luxury cars because of their rarity and the prestige of the name. 37 33 Cf. Kapferer/Bastien 2012, p. 47. 34 Sectors of activities of luxury: Ready-to-wear cloth, jewelry and watches, perfumes and cosmetics, fashion accessories, wines and spirits, automobiles, hotels, tourism and private banking. 35 Cf. Chevalier/Mazzalovo 2008, p. x. 36 Cf. Kapferer/Bastien 2012, p. 43f. ; Cf. Kapferer/Bastien 2012, p. 53. 37 Cf. Kapferer/Bastien 2012, p. 53. 10 Strategic examples One historic management error that underlines the difference between luxury and premium is the Jaguar case. When Ford acquired Jaguar in 1989 they invested a lot in technology and training of the Jaguar employees. Thanks to common platforms with Ford they tried to sell small Jaguars. But this strategy seriously damaged the image of Jaguar and loosing the feeling of exclusivity they lost the luxury status. 38 3 Strategic examples In this chapter the before described theoretic information should be put together into a strategic framework. The strategic examples that will be considered are the most successful competitors of Maserati in terms unit sales: Porsche, Audi, Mercedes and BMW (figure 4). The first step was to obtain an overview of the structure of these companies and to identify their dependencies among each other and with other organizations (appendix 7. 3). The second step was to identify certain characteristics of these organizations and to put them into a framework developed to identify their degree of globalization or localization (appendix 7. 4). Based on this information a picture of their strategic directions has been deduced (appendix 7. 5). Bentley 2,57% Audi 6,56% Maserati 1,81% Jaguar 3,06% Maserati Market 2012 Aston Martin 1,74% Ferrari 1,26% Lexus 0,09% Porsche 48,43% BMW 12,23% Mercedes-Benz 22,25% Figure 4 The Maserati market in Germany in 2012 (market shares) 38 Cf. Kapferer/Bastien 2012, p. 51. 39 Management Services Helwig Smitt GmbH, Hofgeismar. 39 Strategic examples 3. 1 11 Daimler AG Gottlieb Daimler and Carl Benz invented the automobile in 1886. 40 Today the Daimler Group integrates different car manufacturers such as Mercedes-Benz, Smart and Maybach. Cooperating with various organizations worldwide it has converted from a mainly domestically oriented exporting company to a globally operating one. The company is now well established not only in Europe but also in Brazil and Argentina and has established joint ventures also in China. 41 However for the Daimler Group â€Å"the cultural inertia has been difficult to overcome, and global pretensions and traditional German attachments form a contradictory and unstable mix. †42 Therefore it is difficult to classify the group to Bartlett and Ghoshals model. The Daimler AG is rather a combination between the multinational and the global organization. Mercedes-Benz being historically strongly connected to its German roots has a centralized HQ, but at the same time its business units have been made self-responsible profit centres and procurement of materials is globally coordinated for each group of materials. Furthermore this has been intensified through local settlement of direct production, more consultancies and engineering in the branches, and also some development tasks located outside Germany. 43. Daimler is relocating its production sites into emerging markets, as for example the recently opened site in Hungary. This trend can be underlined by its decreasing production figures in Europe. They are currently reducing their production in Sindelfingen. 44 3. 2 BMW AG The BMW group may be the most German focused of the three companies. It is globalized in its objectives rather than in its activities. 45 Approximately 60% of the production of BMW is still located in Germany (figure 5). However BMW is one of 40 Cf. Daimler AG 2012, p. 4. 41 Cf. Lane 2001, p. 84. 42 Cf. Lane 2001, p. 85 43 Cf. Lane 2011, p. 84f. 44 Cf. Berens 2012, p. 17 45 Cf. Lane 2011, p. 86. 12 Strategic examples the most respected brands in the world. The explanations for BMW’s success are a strong brand character, a stable, family shareholding and a very German business philosophy. 46 It can be deduced that having local roots increases the perceived value of BMW. Producing nearly all its automobiles in Germany customers perceive BMW as an authentic product of German culture. BMW follows the same strategy of keeping the Mini production in England. 47 South Africa, 3,06% China, 5,65% Austria, 5,91% CKD, 2,16% UK, 11,23% US, 15,88% Germany, 56,11% Figure 5: Vehicle production of the BMW Group in the world in 2011 48 Therefore BMW can be classified an international organization according to Bartlett and Ghoshal’s model. BMW’s key competences are centralized but many other competences are decentralized. Thus BMW efficaciously implements the strategy of local assembling and local purchasing in countries with high customs duties on imports such as Russia, Thailand or India. However, under the terms of the distinction between luxury and premium products, the cars assembled in Thailand would not longer be defined as luxury products. They do serve to initiate customers into the brand, who then should develop the desire to purchase a ‘real’ BMW ‘made in Germany’. 49 BMW’s Management Meeting Place is a good example for the acquisition of knowledge in the HQ and then transferring it to the branches. First this discussion platform has been started in Germany and then it was transferred to locations abroad. The fact that this strategy works, and that behind BMW probably stands a 46 Cf. Kapferer/Bastien 2012, p. 67. 47 Cf. Kapferer/Bastien 2012, p. 78. 48 Cf. BMW AG 2012, p. 28. 49 Cf. Kapferer/Bastien 2012, p. 78. 13 Strategic examples strong team is underlined by the fact that BMW has been rewarded being â€Å"The World’s Most Attractive Employer† by a study conduced lately. In fact the employee attrition ratio at BMW has decreased continuously in the last 3 years (figure 6). 5,85 percentage of workforce 6,00 4,59 5,00 4,00 2,74 2,66 2,16 3,00 2,00 1,00 0,00 2007 2008 2009 2010 2011. Figure 6: Employee attrition ratio at BMW AG 3. 3 50 Volkswagen AG The Volkswagen Group maybe is the most advanced example of a conglomerate of successful car manufacturers. Among all the subsidiary brands the most significant ones are Volkswagen AG, Audi AG and Porsche AG, but there are also Bentley, Lamborghini, Seat and Skoda (appendix 7. 3). In fact Porsche owns 32,5% of the Volkswagen Group shares. Succeeding in managing a portfolio of so dissimilar organizations under one umbrella certainly makes the Volkswagen Group to a transnational organization according to Bartlett and Ghoshal. The cooperation in-between the brands of the Volkswagen Group are very well developed. One successful example of this approach is the common hybrid drive used in the Porsche Panamera, Cayenne and VW Touareg 51 . In addition the Volkswagen group has only little external cooperation mainly in the area of researching. The key competences remain inside the group. Becoming an integrated automotive industry is part of the group’s â€Å"Strategy 2018†. However, every single brand has its specific targets. Volkswagen’s target is to 50 Cf. BMW AG 2012, p. 39. 51 Cf. Porsche AG 2012, p. 67. The Maserati case 14 become the global market leader by 201852. This underlines the global factor. On the other side Porsche’s target is to become â€Å"the leader of exclusive sports cars manufacturers†53. Audi finally has the target to become the â€Å"premium brand that delights customers worldwide† 54 . Therefore the group’s values and capabilities remain inside the group and with a broad portfolio of interdependent and specialized brands completely different target groups can be addressed. The Volkswagen Group leads the global tendencies of the considered companies. But the core strategic functions (e. g. R&D and design) remain mainly German. However the Volkswagen Group also recognizes the importance of knowing the local sources and therefore has implemented the C3-Sourcing program. Becoming technical, organizational and social laboratories foreign branches contribute to the integration of the whole group’s worldwide activities. Hence some Audi models that have the same platform as Volkswagen models are now produced in Volkswagen factories in China. This local adaptation is the key of success for Audi’s sales in China, where the top members of the communist party cannot own a car unless it is made in China, but at the same time it forces the brand to give up their luxury strategy and replace it with a premium one. 4 The Maserati case 4. 1 Introduction to Maserati The Italian sports cars producer with the trident on the logo has been founded as Societa Anonima Officine Alfieri Maserati on December 1st 1914 in Bologna. Maserati was originally founded as a family business, but in 1937 it was sold to the Orsi family. In 1968 it was sold to Citroen and finally became part of the Fiat Group in 1993. 55 Thanks to his big sister Ferrari, Maserati has been reconstructed and from 2006 stands alone now in the structure of the Fiat S. p. a. (see figure 7). Today Maserati’s headquarter is based in Modena and it has two production sites in the north of Italy. Furthermore Maserati is divided in regions (Europe, Asia Pacific, 52 Cf. Volkswagen AG 2012, p. 233. 53 Cf. Porsche AG 2012, p. 14. 54 Cf. Audi AG 2012, p . 131. 55 Cf. Wikipedia 2012a. 15 The Maserati case. America and Middle East) with national branches in each separate country (e. g. France, Germany, United Kingdom). Maserati is currently becoming more and more significant for the rest of the Fiat Group. The first strategic milestone of the so-called â€Å"2010-2014 plan† was the integration of the Chrysler Group in June 2011. Figure 8 shows the increase of 30% of the workforce through this merger, mainly in North America. * including 58,5% Chrysler Group LLC Maserati (100%) Fiat Group Automobiles* (100%) AUTOMOBILES Fiat S. p. a. Ferrari (90%) Fiat Powertrain (100%) Magneti Marelli (100%). COMPONENTS & PRODUCTION SYSTEMS Teksid (84,8%) Comau (100%) Figure 7: Structure of the Fiat S. p. a. Workforce 80 62,583 63,214 60 40 2011 2010 60,336 44,668 24,616 23,596 20 56 39,498 5,579 0 5,838 Italy Europe (excl. Italy) NAFTA Mercosur 4,894 other regions Figure 8: Increase of the workforce in the Fiat Group through the integration of Chrysler in 2011 56 Cf. Fiat S. p. a. 2011, p. 11. 57 Cf. Fiat S. p. a. 2012c, p. 30. 57 The Maserati case 16 The second milestone was the plan presented in February 2011 in which â‚ ¬ 500 million were invested for the relaunch a production site58. In this new pIant two new models will be produced: The new Maserati Quattroporte by the end of 2012 and the Maserati Ghibli in the second half of the year 2013. 59 Thereby Maserati plans to increase its sales: While in 2011 Maserati sold 6,159 vehicles worldwide, in 2013 20,000 units are planed and by 2015 a growth up until to 50,000 vehicles per year is projected. 60 The Maserati S. p. a. can be classified as a global organization. They concentrate their decision and strategy making in the HQ in Italy and product development, production and marketing strategies remain centralized. The function of the branches is reduced to the implementation and realization of sales, services and marketing activities. The reason is linked to the strong connection with the domestic country and the patriarchal organizational culture that has developed over the years. One cultural example for this approach is that usually in the branches employees refer to the HQ as â€Å"the factory†. And while until today Maserati’s production sites are located just in the domestic market, by the use of a common platform and production site with the Jeep Grand Cherokee in the United States for the new SUV model, Maserati will enter also in the global environment. 4. 2 Maserati’s strength 4. 2. 1 The cooperation with the Fiat Group Being part of the Fiat Group is strength and weakness at the same time for Maserati. Through the cooperation with the other brands of the group, Maserati can benefit from economies of scale and scope. E. g. particular engines for Maserati are developed and produced in the production site of Ferrari. Another example is the collaboration with Jeep that will allow the new Maserati Levante to share the expertise of Jeep in building SUVs. 61 Moreover the fact that the production of this new Model will be relocated to the United States will finally transform Maserati from a purely domestic manufacturer to a global player. 58 Officine Automobilitische Grugliasco. 59 Cf. Fiat S. p. a. 2012c, p. 34. 60 Cf. Wehner 2012. 61 Cf. Baedecker 2012. The Maserati case 17 4. 2. 2 The luxury image Maserati as a brand itself and the Maserati products are stereotypes of luxury. Maserati is like none of its competitors a unique iconic and superlative brand that stands for an extravagant Italian lifestyle and sportiness. It profits from its long-time racing experience and expertise in building extremely performing engines. Additionally some parts are tailor made and its products are positioned in an upmarket pricing class that does not correlate with the functional value they provide. Moreover until today the units sold are rather restricted and therefore it is still a rarity to see a Maserati on the road. Thus possessing a Maserati is to a high degree socially representative and makes the owner feel special and privileged. Maserati is a myth and continuous to benefit from this legend. 4. 2. 3 Driving performance Another very strong characteristic of Maserati is its driving performance. Driving a Maserati is an overwhelming driving experience from the very first moment you switch on the engine. The expertise in building extremely performing engines is definitely a strength that should not be underestimated. „Hearing a Maserati’s V-8 engine scream on the way to its 7200-rpm redline is an experience gear heads will cherish. â€Å"62 4. 2. 4 The people that work for Maserati The people that work for Maserati are fundamental assets. A mixture of experienced and long-established employees on the one side and on the other side young, motivated and talented staff are the most important ingredient for the team that is able to face the current challenges. Maserati’s employees identify with the brand to a high level and therefore live for the brand. E. g. in the HQs in Modena are hanging poster with the slogan â€Å"I am Maserati†. 62 Cf. Floraday 2011. The Maserati case 4. 3 18 Maserati’s weaknesses 4. 3. 1 The image of the Fiat Group As mentioned above, being connected to mass-market brands like Fiat and Chrylser could affect Maserati’s luxury status. This is primarily related to the image of Fiat’s quality standards. The fact that some components are commonly introduced in both, Maserati and Fiat, could severely damage Maserati’s reputation. 4. 3. 2 Progress and technology Except for its engines, Maserati is not using the most advanced technology in his cars until now. Competition from other car manufacturers is very strong in this context (e. g. Porsche or BMW). Therefore this is a threat especially in those markets where technology and innovation are very important factors in the consumer buying behaviour process (e. g. Russia or Germany). Moreover while other manufacturers have already developed new propulsive forces e. g. the new Daimler electric fleet63, Maserati continued only the evolution of traditional fuel and diesel engines. As the petrol price rises also this threat is increasing. And depending on the trend of the environmental regulations in Europe and in the rest of the world, this lack of development could become an increasing challenge for the next future of Maserati. 4. 3. 3 Dealer network Another threat is the necessity to improve and expand the dealer network. There is a clear need to increase the distribution capillarity by appointing additional dealers. Moreover, there is also a need to transform the existing dealers bringing them to focus their activities and organizations on the brand. Dedicated sales, after-sales and marketing forces will be key to this transformation. E. g. most of the Maserati dealers sell also Ferraris and should adapt their staff with personnel dedicated exclusively towards Maserati. 63 Cf. Daimler AG 2012, p. 41. The Maserati case 4. 4 19 Maserati’s opportunities 4. 4. 1 Industrial opportunities With its current models range (Quattroporte, Gran Cabrio and Gran Turismo) Maserati is represented in the core segments.