Choices and Outcomes in Life Essay Example | Topics and Well Written Essays - 1250 words

Choices and Outcomes in Life - Essay Example Paul Graham insists that we have to do what we love. The three writers offer us some insights on how to approach and handle failures in life. Our backgrounds will always be different. Some are lucky enough to have a first class family while others would be lucky to have a roof over their head. Our beginnings are always different and how we perceive them shape the paths we chose in life. Although some quit hoping to find shortcuts in life, persistence is an important virtue if one has to succeed. Steve Jobs does well to underscore the fact that a tough beginning does not necessarily mean a rough ending. Having done so well in life, in the long run, he gets us back to the question of dreaming versus reality. He owns a company already, a multi-billion-dollar company. He asserts jokingly that addressing the graduates was closest he ever got to a college graduation. He walks us through his life even before he was born, and reminds us that some of us have a better chance of succeeding than him. He was in line for adoption as his mother would not afford to raise him. The parents in question never wanted a baby boy in the first place, and thus Jobs had another hurdle to deal with. With a biological mother who had graduated from college, finding adopters who would see the need for his college education was a priority. But many college dropouts don’t realize the need for such education to begin with.

Song of Roland Essay Example for Free

Song of Roland Essay The Song of Roland, or La Chanson de Roland, is an anonymously written poem about Count Roland and his King Charlemagne. The story takes place in the eighth century A. D in Spain and France, but the poem was not composed until sometime during the eleventh century A. D. According to tradition, Roland was the nephew of Charlemagne and possessed the sword Durandel and the horn Oliphant. This epic French poem tells a story of betrayal and revenge with poetic imagery. The Song of Roland serves as the foundation of French literature, giving modern readers insight into the cultural life of France. In the Song of Roland, leadership and power were extremely important. A leader was meant to be robust, well-spoken and charismatic. Charlemagne was fond of his family, pleasant to foreigners, lively and athletic. However, Charlemagne’s sole purpose as a ruler was to defend the Christian religion. Christianity played a major role throughout the Middle Ages in society and politics. The Middle Ages, classified from 600 AD to 1350 AD, was significantly affected by Christianity because of the impact it had on the daily lives of people of the time. Charlemagne made sure that all of his people were a part of his religion. Charlemagne forced conversion upon the captured people. He needed all his participants to abide his rules â€Å"No pagan was left within the city who has not been slain or made a Christian. † (32) Charlemagne is a Christian and he wanted his people to live the same faithful life that he did. While Charlemagne reigned over the Roman People, originally, the kings of the Germanic tribes of late antiquity had three main jobs: to act as the highest judge, to act as the highest priest, and to act as the supreme military commander. Later on, Kings became Christian and relegated religious authority to the Church. Charlemagne has achieved an actual and symbolic victory over paganism. With his conviction of the truth of Christianity, feudal, Christian and poetic values were united† (26). Kings tried to improve the well being of their countries and their subjects. Charlemagne improved and shaped many things in the empire, like government, education, and culture. The quality of a leader was able to improve and control the empire and be able to sustain it. Charlemagne noticed how the Franks were not as educated as other civilizations so he set up a school in his palace as well as building schools throughout the empire. Charlemagne was determined to reinforce his kingdom and to bring order to Europe. In 772 he launched a 30-year military campaign to accomplish this objective. By 800 Charlemagne was the recognized ruler of Western Europe. By instituting a central government over Western Europe, Charlemagne restored much of the unity of the old Roman Empire and paved the way for the development of modern Europe. The Count Roland was portrayed as a prominent leader. Roland â€Å"never loved a coward, or arrogant men or those of evil character, nor knight, unless he was a good vassal. Roland was a unique person. He showed loyalty, devotion and determination to be a good vassal. †(45) It is out of a sense of duty that Roland fought to the death at Rencesvals. Duty causes Charlemagne to avenge Rolands death. â€Å"Charlemagne arrives on the field of the battle after Roland’s death and is plunged into his bitterest grief. In the poem, duty is often linked to love. Charlemagne and Roland were both leaders yet, they respected each other. The bonds between Charlemagne and Roland, or between Roland and his men, were marked by deep respect and affection. Roland died by trying to protect his people â€Å"Roland’s own death, preceded by his attempt to prevent the Oliphant from falling into enemy hands†. He fought for what he wanted and what he believed in. In the Song of Roland, being a good leader, a Christian, and fighting for something meaningful was what made a good leader. After Roland died, Charlemagne grieved for his beloved companion, â€Å"Charles mourns him in faith and love: Beloved Roland, may God place your soul amidst the flowers of paradise, amongst the glorious ones. †(121) Charlemagne was a good king a good leader and a genuinely good person who wanted he well being of his people.

Revising Education :: essays research papers

THE IDEAL CLASSROOM STRUCTURE   Ã‚  Ã‚  Ã‚  Ã‚  The education system in the United States is completely confused; I do not think that any attempts to modify the current system will ever work. Deborah Tannen also sees this problem. She sees the disorder lying in a gender gap, miscommunication between sexes, and a battle between man and woman in the classroom. Tannen thinks the current curriculum can be successful if we only work out the few kinks between the male and female learning process. I disagree, I believe this country needs to completely reevaluate and rebuild education from the bottom up. The solution will not involve sorting gender or tougher standards. We do not need to make students take tests to try and figure out what subjects are considered problem areas (as Massachusetts has decided to do), though this could arguably lead to some basic improvement. We must reconsider everything we think we know about what children ought to learn, and especially the methods used to teach this material to them.   Ã‚  Ã‚  Ã‚  Ã‚  Instead of forcing facts and figures on students and separating subjects with bells, why not connect ideas and integrate these areas of interest. Let’s completely engulf and engage students in learning, here is a typical day in the ideal classroom:   Ã‚  Ã‚  Ã‚  Ã‚  Mrs. Smith’s fourth graders are learning about redwood trees. Her classroom has one big circular table, and this morning it is covered with the magazine cutouts and photographs of redwood trees that the students have been passing around and discussing. There is a scale model of an average redwood tree next to a house, built in art class using Popsicle sticks and glue. Mrs. Smith asks questions about the size of the tree compared to the house. In the real world, the house is thirty feet tall but on the table it is only four inches high. The boys and girls can figure out the height of the tree involving their unit in math on multiplication and fractions.   Ã‚  Ã‚  Ã‚  Ã‚  Next, Mrs. Smith brings out some construction paper and paste. Before they begin cutting out and designing their own redwood trees, the students watch a short movie protesting deforestation. They are asked to think about the dangers of cutting down so many trees and write short essays and poems about their ideas.   Ã‚  Ã‚  Ã‚  Ã‚  Now the class is outside around the school looking at trees around the playground. They can even make rubbings of the bark on different trees.

Steven Crane’s Maggie: A Girl of the Streets :: Maggie: A Girl Of The Streets

Maggie A Girl Of The Streets Maggie and Jimmie are two siblings being raised within the slums of New York City in the Stephen Crane novel; Maggie: A Girl of the Streets. The parents of these two are constantly fighting as broken furniture and fistfights are an everyday occurance in the decrepid family apartment. The mother and father fight while their children hide frightened as "There was a clash against the door and something broke into clattering fragments .... (Jimmie) heard howls and curses, groans and shrieks, confusingly in chorus as if a battle were raging" (11). Crane exxagerates the furniture destruction as every night when the two parents battle, seemingly all the furniture in the apartment is destroyed. Obviously, this poor family couldn't afford to fix and/or buy new furniture everyday. This then is the environment that Maggie and Jimmie struggle with throughout the novel, but both respond to in opposite ways. Maggie dreams of a better life than of her roots while Jimmie excepts his roots and becom es nihilistic. However, the hope of Maggie sadly goes unfulfilled. Maggie is introduced into the storyline quite subtle and quickly becomes the main focus of attention by the other three main characters. From the beginning, Maggie is a harsh contrast to the slum environment she has to endure. She "blossomed in a mud puddle ... a most rare and wonderful production of a tenement district, a pretty girl" (16) that not only had the physical beauty that her family seemed to lack, but also the hope that she could be better than what was around in her environment. Therefore, the slum environment that surrounds her contrasts her character greatly. "None of the dirt of Rum Alley was in her veins" (16) as she became the talk of numerous males in the neighborhood. Pete; an acquaintance of Jimmie, became Maggie's infatuation. They meet when Pete is called to the Johnson apartment by Jimmie after Pete promised to attend a boxing match with him. Although only a bartender, Maggie finds Pete as a man of "personal superiority" (17) that is capable of providing her with any dream she desires. She views the contrast between Pete and her environment when: The broken furniture, grimy walls, and general disorder and dirt of her home all of a sudden appeared before her and began to take a potential aspect. Pete's aristocratic person looked as if it might soil.

Informative Valentines Day Speech Outline

(Name) Topic: The history and a few different traditions of Valentine’s Day General Purpose: To inform Specific Purpose: To inform my speech class of the benefits of moderate indoor tanning. Thesis Statement: There is actually a fascinating history behind Valentine’s Day, which I will tell you about today along with some insight to how different countries celebrate this day of love. INTRODUCTION All of us have someone special in our lives. Whether it is a significant other, friends, or family, we all have someone, often many people, whom we love. But how often do we remember to really express the love we feel for these people?Good thing there’s a whole day devoted to love, so, at least once a year, we get the chance to tell these people how much we love and appreciate our relationships with them. That day of course is Valentine’s Day. A day for romance and splurging on gifts such as flowers, chocolates, jewelry, and those cute little teddy bears with the f luffy hearts reading â€Å"Be Mine. † Valentine’s Day in the U. S. has also become a day when merchandisers can count on making a few quick bucks, leading most to believe that this horrifically commercialized holiday was invented by the candy, jewelry, and card companies.On the contrary, there is actually a fascinating history behind Valentine’s Day, which I will tell you about today, along with some insight to how some different countries celebrate this day of love. BODY I. History a. St. Valentine i. Catholic church recognizes at least 3 different saints named Valentine or Valentinus ii. Martyred for marrying young men and women when it was outlawed by Emperor Claudius iii. St. Valentine was martyred for trying to help Christians escape from Roman prisons iv.Legend of first written valentine by St. Valentine 1. Jailor’s daughter b. First Valentine’s Day cards II. Different countries and some unique traditions followed today a. Similar to U. S. i. Australia ii. Canada iii. France b. Different than U. S. i. Wales 1. Welsh Valentine’s Day – St. Dwynwen’s Day 2. Love Spoons ii. Scotland 1. Cards sent anonymously 2. Game at parties 3. Valentine Date Search iii. Finland 1. Ystavanpaiva iv. Denmark 1. â€Å"Snowdrops† 2. Lover’s Cards . Gaekkebrev v. Japan 1. Valentine’s Day 2. White Day CONCLUSION Here are a few things to remember. Valentine’s Day was actually deemed a holiday by Pope Gelasius, not Hallmark, Hershey’s or Kay Jewelers. Regardless of the accuracy behind the legends of St. Valentine, they are all great, romantic stories about a man giving his life for what he believed in. Though there are countries where customs do not differ much from our own, there are many traditions followed around the world that are very different.When the next Valentine’s Day approaches, just remember, the Welsh women will be looking forward to some fancy spoons. Singles in Scotlan d will be wondering which party their crush will be at so that they can go to the same one and hopefully draw their name. The Finnish will be looking forward to spending time with their best friends. Danish women will be thinking really hard to win an Easter egg. And if you want to continue to receive gifts on Valentine’s Day, do not move to Japan. BIBLIOGRAPHY

black essays

black essays Everywhere you go, everywhere you look, there is always somebody different. The American society focuses on that person, or group of people. They made them feel worthless and they treated them like animals. Imagine walking down the street and having people stare at you or call you names, or talk behind your back. Imagine not knowing the time because nobody will tell you. Why wont they tell you the time, or spare you some change? Because you are black. Actually, because your skin is a different color, your because youre a different kind of religion. In a way I admire them because theyve survived for hundreds of years until they were free, and now that theyre free, the modern white men harasses them and beats them. I mean, they even had a world wide organization named for them. The KKK has been around for awhile. The KKK or the Ku Klux Klan, was started to get rid of blacks and Jewish people. The author of "A Monument to Racism" writes in her article that she was in Flowery Branch, Georgia, and in front of Danny Carvers house, hes a KKK leader, was 8 or more signs, and on these signs read: "A brain is a terrible thing to waste, thats why niggers dont have one. (Glamour 110)." Another sign said "NAACP" or "Niggers, Alligators, Apes, Coons, and Possums. Or insisting that blacks dont have brains and that they should be treated like animals. Theres a figurine in front of the yard that had 4 young black men sitting on it with 2 KKK hooded members by them. To top it off, Carvers lawn was on the Atlantic highway, the main way through the capital. I strongly agree with Valerie Joseph when she says that she "wanted to believe that people actually cared, she wanted to believe that there were lawyers, activists, parents, church groups of all races that were bombarding this man with phone calls and letters. She hoped that maybe teenagers would plan to smash the figurine...

Free Essays on The Incredible Journey

Character description Tao, a Siamese cat, is relatively timid. A â€Å"scardy cat† if you will. During this journey of a lifetime, Tao is a scared, dependant, whiny, boring character! During the journey across the wilderness Tao gets scared and is comforted by Bodger. I think she complains way too much, she is afraid of every thing, and she has no use! But then again, no cats have a use. Bodger, an English Bull Terrier, is brave, most of the time, but still kind of stupid too! He makes stupid moves and gets in trouble more than once and gets him self hurt just as many times! He’s kind of like Roger from â€Å"Sister Sister†. I think he would be a good dog to have but not as good as my dogs! Then Luath, the Labrador retriever, is a courageous, kind, wise, old dog, which is very loving and understanding. I think he’s kind of like Shawn Connery in the James Bond, 007 movies! During their journey, when Tao becomes scared Luath takes it upon himself to comfort her. Luath leads Tao and Bodger through the Canadian wilderness to find their family successfully. Summary The story begins with three pets named Tao, whom is a Siamese cat, Bodger whom is an English Bull Terrier and Luath whom is a Labrador retriever. They live in Ontario, Canada with their family. The three pets are dropped off at a farm because their family is going on a trip for vacation, to Los Angeles, even though it’s just for the weekend, the pets still very are worried. They think that their family is leaving them. Luath, the take-charge kind-of dog, leads Tao and Bodger on a journey of a lifetime, over 250 miles across the Canadian wilderness, in order to get home to their vacationing family. They go over mountainous hills, canyon like rivers and even fight vicious, wild beast like dogs. The animals had to spend the night out in the wide-open Canadian fields. Tao, of course, was scared of the noises that the wild animals made and so Luath courageously slept wi... Free Essays on The Incredible Journey Free Essays on The Incredible Journey Character description Tao, a Siamese cat, is relatively timid. A â€Å"scardy cat† if you will. During this journey of a lifetime, Tao is a scared, dependant, whiny, boring character! During the journey across the wilderness Tao gets scared and is comforted by Bodger. I think she complains way too much, she is afraid of every thing, and she has no use! But then again, no cats have a use. Bodger, an English Bull Terrier, is brave, most of the time, but still kind of stupid too! He makes stupid moves and gets in trouble more than once and gets him self hurt just as many times! He’s kind of like Roger from â€Å"Sister Sister†. I think he would be a good dog to have but not as good as my dogs! Then Luath, the Labrador retriever, is a courageous, kind, wise, old dog, which is very loving and understanding. I think he’s kind of like Shawn Connery in the James Bond, 007 movies! During their journey, when Tao becomes scared Luath takes it upon himself to comfort her. Luath leads Tao and Bodger through the Canadian wilderness to find their family successfully. Summary The story begins with three pets named Tao, whom is a Siamese cat, Bodger whom is an English Bull Terrier and Luath whom is a Labrador retriever. They live in Ontario, Canada with their family. The three pets are dropped off at a farm because their family is going on a trip for vacation, to Los Angeles, even though it’s just for the weekend, the pets still very are worried. They think that their family is leaving them. Luath, the take-charge kind-of dog, leads Tao and Bodger on a journey of a lifetime, over 250 miles across the Canadian wilderness, in order to get home to their vacationing family. They go over mountainous hills, canyon like rivers and even fight vicious, wild beast like dogs. The animals had to spend the night out in the wide-open Canadian fields. Tao, of course, was scared of the noises that the wild animals made and so Luath courageously slept wi...

35 Wedding Anniversary Wishes to Bless Married Couples

35 Wedding Anniversary Wishes to Bless Married Couples The decision to get married may be the most significant step you take in your life. It may take a while for you to get adjusted to married life. Marriage is a lifetime commitment. Once you decide to take the plunge, there is no looking back. Weddings are sacrosanct. You promise to cherish your spouse as long as you live. You take a vow to support each other in good and bad times. And you promise to love and be faithful forever. Wedding anniversaries are important milestones, as you count the years that rolled by in marital bliss. But marriage is not a bed of roses. Every couple faces challenges that threaten to tear them apart. When the foundation of marriage is weak, the relationship can crumble to dust. However, some couples rise above these challenges and emerge stronger than ever. Wedding anniversaries celebrate the triumphant years and remind the couple of their blessings. If your friend or relative is celebrating his wedding anniversary, congratulate the husband and wife for their togetherness. Bless them with heartfelt wedding anniversary wishes. Recall the beautiful memories of their wedding day to remind them of their deep love that keeps them going strong year after year. Elizabeth Barrett BrowningTwo human loves make one divine.Dean StanleyA happy marriage is a new beginning of life, a new starting point for happiness and usefulness.Elijah FentonWedded love is founded on esteem.Johann Wolfgang von GoetheThe sum which two married people owe to one another defies calculation. It is an infinite debt, which can only be discharged through all eternity.Eliza CookHark! The merry chimes are pealing,Soft and glad the music swells,Gaily in the night wind stealing,Sweetly sound the wedding bells.George ChapmanMarriage is ever made by destiny.Kahlil GibranYou were born together, and together you shall be forevermore... but let there be spaces in your togetherness. And let the winds of the heavens dance between you.Joseph CampbellWhen you make a sacrifice in marriage, youre sacrificing not to each other but to unity in a relationship.PlautusLet us celebrate the occasion with wine and sweet words.Thomas MooreThere is nothing half so sweet in lifeAs loves young dre am. Sir A. HuntHe is blessed in love alone,Who loves for years and loves but one.William ShakespeareGrace and remembrance be to you both.Honore de BalzacOne should believe in marriage as in the immortality of the soul.Franz Joseph von Munch-BellinghausenTwo souls with but a single thought,Two heart that beat as one.William ShakespeareHonor, riches, marriage-blessingLong continuance, and increasing,Hourly joys be still upon you!Ogden NashTo keep your marriage brimming,With love in the wedding cup,Whenever youre wrong, admit it;Whenever youre right, shut up.Emily BronteWhatever souls are made of, his and mine are the same.HoraceHappy and thrice happy are those who enjoy an uninterrupted union, and whose love, unbroken by any sour complaints, shall not dissolve until the last day of their existence.William ShakespeareHeaven give you many, many merry days.Rainer Maria RilkeA good marriage is that in which each appoints the other guardian of his solitude.Sam KeenWe come to love not by finding the perfect person, but by learning to see an imperfect person perfectly. MiltonHail, wedded love, mysterious law; true source of human happiness.William ShakespeareNow join hands, and with your hands your hearts.John DonneCome live with me and be my love,And we will some new pleasures proveOf golden sands and crystal brooks,With silken lines and silver hooks.Karl FuchsIt takes two special people,To make a loving pair.Thereà ¢Ã¢â€š ¬Ã¢â€ž ¢s a joy just being around you,A feeling I love to share.Barbra StreisandWhy does a woman work ten years to change a mans habits and then complain that hes not the man she married?Jean RostandA married couple are well suited when both partners usually feel the need for a quarrel at the same time.Wellins CalcottIn the choice of a wife, we ought to make use of our ears, and not our eyes.Phyllis DillerWhatever you may look like, marry a man your own age as your beauty fades, so will his eyesight.William Makepeace ThackerayBad husbands will make bad wives.Kyran PittmanIf you can hang in there through minor and major differe nces of opinion, through each others big and little screw-ups, year after year, you come to understand that the person you married is really, terribly flawed. There isnt a human being you can hang out with, day in and day out, for over a decade and not come to the same inescapable realization. Wellins CalcottA single life is doubtless preferable to a married one, where prudence and affection do not accompany the choice; but where they do, there is no terrestrial happiness equal to the married state.Phyllis DillerA bachelor is a guy who never made the same mistake once.Chloe DanielsA marriage is like a salad: the man has to know how to keep his tomatoes on the top.J. R. EwingMarriage is like these bonbons. You never know what youre getting until youre right in the middle of it.

Ideas and Ideologies of Mill Essay Example | Topics and Well Written Essays - 1000 words

Ideas and Ideologies of Mill - Essay Example Later at the age of twenty Mill suffered a mental break down which made him conscious, that more was needed in life than devotion to the public good and an analytical intellect. He turned towards Coleridge, Carlyle, Wordsworth, and Goethe to cultivate his aesthetic sensibilities. From 1830 to his death, he tried to persuade the British public of the necessity of a scientific approach, h to understanding social, political and economic change while not neglecting the insights of poets and other imaginative writers. (The Penguin Dictionary of Philosophy ed.) Mill was also strongly influenced by his wife Harriet Taylor and became more inclined and sympathetic towards socialism, womens rights and political and social reforms such as proportional representation, labour unions, and farm co-operatives. Mill use logic derived from the principles of the natural sciences to address questions of language and logic, induction, the relativity of knowledge, the structure of the scientific method, the structure of arithmetic and geometry, and the principles of the moral sciences. Mill was committed to the idea that our best methods of explaining the world are those employed by the natural sciences. His System of Logic 1843 was an account not only of logic, as the title implies, but of the methods of science and their applicability to social as well as purely natural phenomena. ‘The object of logic â€Å"is to ascertain how we come by that portion of our knowledge (much the greatest portion) which is not intuitive: and by what criterion we can, in matters not self-evident, distinguish between things proved and things not proved, between what is worthy and what is unworthy of belief.† (A System of Logic [System], I.i.1).

Euro RSCG Worldwide Named Largest Global Advertising Agency Essay

Euro RSCG Worldwide Named Largest Global Advertising Agency - Essay Example One of the main objectives, it seems, of advertisers is to create a positive brand image by making one product stand out from other competing products. In local markets, buyers are going to have their own experience-based perceptions about a particular brand. For example, if many owners in a local European market have had poor experiences with quality when buying a Volvo, it is likely that the brand will not sell well in this market. Senior level managers, from the professional level, must understand whether or not these negative (or sometimes positive) perceptions exist and work to undo this damage using clever advertising tactics. Essentially, the senior level adman/adwoman must know their market environments and be ready with advertising tactics which will give the best image to the particular product brand. This is especially true when advertising globally because each region will have different feelings about products, due to the fact that brand reputation and consumer perceptio ns will determine the ability to sell products and remain profitable. Another professional trait is to understand the financial aspects of the advertising objectives so as to measure, successfully, whether a particular advertising campaign is meeting with success or failure. At the highest levels of an advertising organisation, there is going to be the need to understand whether or not to allow higher budgets for advertising or whether to cut in certain areas in order to remain profitable. One publication identifies that expenditures in advertising need to be routinely considered to ensure that monies are not being wasted on fruitless and ineffective advertising for products (slideshare.net, 2008). This would mean having a strong understanding of how to comprehend different sales reports and balance sheets (from an accounting perspective), in order to provide the best budget for the particular brand or products. Once again, because there

Crime Prevention Through Environmental Design Essay

Crime Prevention Through Environmental Design - Essay Example local community on police and ultimately decrease crime and associated fear, police officers can initiate programs to train local community members to deal with the criminal and crime spot, these programs may also include additional control and improved surveillance over surroundings physically, and implementation of community based policing program (www.publicstrategies.org, 2002). CPTED provides the fundamental principles and guidance with regard to solution of certain problems and determination of potential participants and make them part of problem solving process. It also addresses the fact that crime is associated with the environment and states the possible solution to decrease the probable occurrence of crime prevalence in the local areas. The main agenda of this process is to formulate a tool that will be readily available to police officers and community members in order to cope up with crime situations and combat with resulted fear in the problem areas (Center for Problem Oriented Policing, n.d.). CPTED and SARA both address problem solving techniques in order to prevent crime in problem related areas. CPTED deals with identification of criminal activities with in the local area and factors indicating the prevalence of these activities. SARA is also a crime reduction program that deals with scanning, analyzing, responding and assessing crimes and aims to decrease the impact of crime (SARA model,

Kerzner Office Equipment Essay Example | Topics and Well Written Essays - 1250 words

Kerzner Office Equipment - Essay Example The compny mngement hd limited time to prepre this celebrtion nd needed high performnce tems for this project. Shiseido's mngement ws frid tht on bdly plnned projects this stge often involved considerble negotition nd ltertion to the pln. It ws likely tht Shiseido's wild hve lots of chnges to mke to the pln nd tht the mngers did not relly understnd the pln (Shiseido Home Pge 2007). The problem ws tht the nniversry ws coming but nothing ws redy for the celebrtion (Burkun, 2005). 2. To void too much chopping nd chnging t this stge, Shiseido decided to involve the mngers so tht this pprovl stge becomes formlity. To improve the sitution nd 'sve' the project, Shiseido motivtes its workers finncilly nd personlly, nd sets relistic objectives. The new objectives hve motivted tem running the project, nd motivtion ws creted by setting relistic trgets tht the project tem. Its executive tem spent time with the people involved getting them to tell how things will work (Frme, 2002). 3. This sitution provides the opportunity nd motivtion for the compny nd its employees to think hed bout the project they re undertking. This process tends to revel problems nd therefore helps find solutions to them. Problems get solved while they re still smll, remote problems (Gry nd Lrson 2003). Few problems re overlooked nd left until they loom lrge. The more people tht the compny gets involved in this thinking-hed process, the better the project will be. Shiseido cnnot get someone else to do it. If nothing else, project plnning systems provide focl point bout which the project tem cn spend some time thinking bout the future, spotting problems nd overcoming them (Shiseido Home Pge 2007). Jgur Crs 1. Jgur Crs is luxury cr mnufcturer relying on innovtion technologies nd new methods. Working on 'SfeIT" progrm, Jgur Crs hs to crete high performnce tem nd meets tine limits. The project mnger ws busy trying to blnce the three objectives of the project: time, cost, nd qulity, when the specifiction suddenly chnges. SfeIT" progrm ws prt of UK. Government's progrm nd needed creful plnning nd effective mngement. gret dnger is where the cost nd time limits re precise nd the project is not. Jgur Crs found the scope of the project growing, putting the mngement under more nd more pressure s the cost nd time limits did not chnge (Frme, 2002; Jgur Compny 2007). 2. The nture of the project nd the type of resource required chnge t key dtes. The min problem is tht in softwre development projects there is very little with which to mesure progress (Frme 2002). For this reson softwre development is broken down into discrete stges seprted by key dtes or milestones. It gives the project mngement tem something to mesure ginst. s mny softwre projects re very similr to ech other, stndrd sets of milestones nd phses. This process explins wht ech stge in the project should chieve, wht informtion is needed to begin the stge, nd wht informtion should be vilble t the end. Phses hve nmes such s design, coding, nd testing. Key dtes id the preprtion of summry report-the report cn summrize the project in ten or dozen key dtes (Burkun, 2005). 3. pplying this pproch, Jgur Crs ws ble to meet objectives nd finish the project on time. lso, it creted high performnce tems nd improved communiction mong employees. in this project, the leder who concentrted only on the tsk did well in the short term. The tem gve tht leder

Diversity Research Paper Example | Topics and Well Written Essays - 2000 words

Diversity - Research Paper Example This paper will present comparison of the economic situations coming from records of the years that have gone from the glorious years of being the top economic nation till modern day situation. The researcher will give insights on the markers of economic stability such as increasing unemployment rate, poverty and decreasing annual gross domestic product and the countless possible ways of reversing or sustaining the after effect of economic threats through finding researched trends and strategies. Key words: economy, economic stability, trends, strategies Introduction The ever changing economic arena has been fast evolving. Everyday economic activities are aimed at somehow one particular thing, which is to produce, to provide or to earn. The United States is known worldwide for its dynamic leadership and stability in world economy. It has fought many battles from history to be able to come up and build a structure that would sustain the vast needs of the country. It has lead many nati ons worldwide in setting foot marks to follow as an example of sturdy economic flow amidst all national issues and concerns. It has provided the American people with stable economic market to hold on to and has lifted the standards of living within its premises for the past 50 years or so. Does the sturdy wall of United States Economy has finally come to its peak and needs a reconstruction or remodeling? What was the weakest link in the economy that the government failed to set support that led to its sudden collapse affecting the entire economic stability? What could the government have done to foresee such changes in the global economy so that further decline would be avoided and future blows of economic changes would no longer affect the stability of the economy? This essay will go over the current trend in the economy and in a way to enhance the economic status of the country by means suggesting effective economic strategies that were backed up with studies that can be used by t he government as well in establishing more profitable and recession proof businesses that could sustain the downfall in the economy. Global Trends and Strategy within the United States The current economic situation: Where is United States now? Nothing seemed to be constant about living rather than the changes it continuously incur. Even if the United States have sustained to be in the lead in economic strength for the longest time still the cycles of change puts such leader into no exception. The global economic market has recently experienced an unexpected downfall and the sturdy American State and even other highly developed and leading countries were caught off guard of the unexpected surprise that brought economic storm around the globe. Recession shook the American economy and has led to many dismay—closure of many production and business establishments, prices rising, increasing rate of unemployment, decrease purchasing power of US dollar, decreasing work benefits and increasing rates of low paying jobs converted from previously high paying jobs just to sustain the challenged business. According to a source this has been a tumultuous decade for the United States. During the first 10 years of the 21st Century many unforeseeable events have happened that affected the national economy-- there was a major

Kerzner Office Equipment Essay Example | Topics and Well Written Essays - 1250 words

Kerzner Office Equipment - Essay Example The compny mngement hd limited time to prepre this celebrtion nd needed high performnce tems for this project. Shiseido's mngement ws frid tht on bdly plnned projects this stge often involved considerble negotition nd ltertion to the pln. It ws likely tht Shiseido's wild hve lots of chnges to mke to the pln nd tht the mngers did not relly understnd the pln (Shiseido Home Pge 2007). The problem ws tht the nniversry ws coming but nothing ws redy for the celebrtion (Burkun, 2005). 2. To void too much chopping nd chnging t this stge, Shiseido decided to involve the mngers so tht this pprovl stge becomes formlity. To improve the sitution nd 'sve' the project, Shiseido motivtes its workers finncilly nd personlly, nd sets relistic objectives. The new objectives hve motivted tem running the project, nd motivtion ws creted by setting relistic trgets tht the project tem. Its executive tem spent time with the people involved getting them to tell how things will work (Frme, 2002). 3. This sitution provides the opportunity nd motivtion for the compny nd its employees to think hed bout the project they re undertking. This process tends to revel problems nd therefore helps find solutions to them. Problems get solved while they re still smll, remote problems (Gry nd Lrson 2003). Few problems re overlooked nd left until they loom lrge. The more people tht the compny gets involved in this thinking-hed process, the better the project will be. Shiseido cnnot get someone else to do it. If nothing else, project plnning systems provide focl point bout which the project tem cn spend some time thinking bout the future, spotting problems nd overcoming them (Shiseido Home Pge 2007). Jgur Crs 1. Jgur Crs is luxury cr mnufcturer relying on innovtion technologies nd new methods. Working on 'SfeIT" progrm, Jgur Crs hs to crete high performnce tem nd meets tine limits. The project mnger ws busy trying to blnce the three objectives of the project: time, cost, nd qulity, when the specifiction suddenly chnges. SfeIT" progrm ws prt of UK. Government's progrm nd needed creful plnning nd effective mngement. gret dnger is where the cost nd time limits re precise nd the project is not. Jgur Crs found the scope of the project growing, putting the mngement under more nd more pressure s the cost nd time limits did not chnge (Frme, 2002; Jgur Compny 2007). 2. The nture of the project nd the type of resource required chnge t key dtes. The min problem is tht in softwre development projects there is very little with which to mesure progress (Frme 2002). For this reson softwre development is broken down into discrete stges seprted by key dtes or milestones. It gives the project mngement tem something to mesure ginst. s mny softwre projects re very similr to ech other, stndrd sets of milestones nd phses. This process explins wht ech stge in the project should chieve, wht informtion is needed to begin the stge, nd wht informtion should be vilble t the end. Phses hve nmes such s design, coding, nd testing. Key dtes id the preprtion of summry report-the report cn summrize the project in ten or dozen key dtes (Burkun, 2005). 3. pplying this pproch, Jgur Crs ws ble to meet objectives nd finish the project on time. lso, it creted high performnce tems nd improved communiction mong employees. in this project, the leder who concentrted only on the tsk did well in the short term. The tem gve tht leder

Beethoven Research Paper Example | Topics and Well Written Essays - 1500 words

Beethoven - Research Paper Example Whereas he remains one of the most well recognized and famous classical composers, scholars still debate what the ultimate cause of Beethoven’s hearing loss might have been. Beethoven himself described its onset as a troublesome ringing in his ears. Medical professionals at that time as well as today believe that the condition could have been brought on by an acute illness that he suffered during early adulthood. Whatever the cause, Beethoven began to experience a noticeable level of hearing loss by the age of 26. Scholars are aware of this due to the fact that it was at this age that Beethoven first mentioned that the hearing loss was troubling him in his correspondence to friends and family. As one might expect, for someone as passionate about music as was Beethoven, such a loss was tantamount to complete and total defeat and desolation. Within his own correspondence it was noted that he even experienced suicidal thoughts at times due to the fact that the hearing loss was af fecting his ability to maintain a positive and optimistic attitude. As such, bouts of severe depression ensued by which Beethoven contemplated ending his life. However, the hearing loss was gradual and Beethoven was not aware at any one particular point during the hearing loss process that he would ultimately be entirely and completely deaf.... lthough a definitive date does not exist by which Beethoven completely and entirely could be considered deaf, it is widely reported that the first time he experienced complete and total deafness was at the premier of the 9th symphony; arguably his magnum opus. At this time, Beethoven reportedly went out on the stage at the conclusion of the symphony and was greeted by rapturous applause. However, due to the fact that he could not hear this, he felt initially that his work was a commercial and professional failure and began to cry heavily.1 Even this debacle and embarrassment was not enough to discourage Beethoven from performing publically. Several public performances with Beethoven as a featured musician took place following the debacle of the 9th Symphony. However, during the performance of the Piano Concerto No. 5, Beethoven was forced to allow his student Carl Czerny to perform as he could no longer hear the music or the beat and keep time with the other musicians. Though it is t rue that Beethoven was not completely and entirely deaf at this stage, he was unable to hear certain pitches of music and could only hear the very lowest bass notes. Recent scholarship into Beethoven’s music after the year 1814 notes the fact that his loss of hearing helped to alter the music after this period of time as compared to the music composed before it. What is meant by this is that the music prior to 1814 included something of an equal composition of both high pitches and low pitches within the score. Although it is true that there remain a profound number of high pitches within Beethoven’s music post 1814 (or after the time in which acute hearing loss profoundly impacted upon the way in which he composed music), it can be readily noted that as a direct result of his hearing

Crouching Tiger and Hidden Dragon Essay Example for Free

Crouching Tiger and Hidden Dragon Essay Among the films presented, what captures and awaken my interest was the film from Ann Hui entitled Crouching Tiger and Hidden Dragon. Somehow, it was portrayed very subtle in the few minutes of the filming, but at the end you will appreciate how it was orchestrated and letting message of the films came across to the mind of the viewers. The movie can be reflected also how the present vulnerability of some countries easily reckoned and entice by the overwhelming, numerous offers from the rich and powerful countries in exchange of something in their economy and future benefits. Then sooner or later their real intention of their acts slowly surface unveiling the shadow of hypocrites. I do appreciate much how the young and vibrant beautiful female villain in the movie depict her character of determination and patience in achieving her goal willing to gamble every thing she has in position. The female villain was willing to set whatever she has even her life was at stake for that cause of her just to fulfill the desire that stirred up her interest for her personal satisfaction and not after for the destruction of the many. Unfortunately, the fate of having that Green destiny sword was not meant for her to hold on forever for she was not the right one entrusted to look after the care of that green destiny sword. The very least she did, was trying to take the chance of having it. Thought she failed but you can not see in her face the expression of regrets. She have done her best to the best she can but maybe her best was not good enough and the fate of trying was not for the right time and responsibility to hold on that awesome destiny she ever dreamed of. The two characters that I fully appreciated to that young and vibrant villain named Jen Yu was so being energetic in pursuing her intention to have that sword and so cool that even a face of treacherous woman cannot be seen on her. But all of these Jen Yu adventures were a reflection of her mere fascination to the glamorous life of Yu Shu Lien. Believing that a woman can have so many adventures and achieving such freedom is a real marvelous for her. There we can consider also that it was her fascination for a great adventure and achieving such freedom that pushed her to commit such treachery in her in country. We can not even see any single history played along with the movie the reason why Jen Yu should be doing that kind of stuff. Though there are some influences she received from that witched type kind of a master, but we can see it clearly that she was really using her brain in a proper perspective. I really consider that Jen Yu was just using that witched type female master she clings to every time she has some chaos facing with. She was even more tricky compare to her lady master. But destiny did not fell at her hands for it was not intended to be. The least thing she did, was trying her luck on that great adventure of her. While on the other hand, Li Mu Bai, who were on the verge of his own quest of finding the missing sword, the Green Destiny who Li Mu Bai believed that finding it the said sword will open an avenue of knowing the real reason of his Master’s death. Li Mu Bai life was made colorful in the story due to Jen Yu’s presence in the said filming. It was Jen Yu’s character that made the story of Li Mu Bai more interesting and captivating. A little glimpse from the shadow of Jen Yu made Li Mu Bai shine clearly and made it more convincing to believed that such story as that still exist and continue to exist as long as it calls for someone to defend for the truth and righteousness against those people who had bested interest and willing to undermine the welfare of the many. To the question of how the story being orchestrated into the minds of the viewers, well, cinematography did it vividly. The venue of the filming was so simple and environmental yet it helped to make the story essence convey the message across to the minds of the viewers. The setting was so fit for the story because of the title that made it easily to connect with the settings itself of the story. Generally, though the story includes some furious fighting stands using their trademark artistry in handling a sword, still you can sense the compassion that goes with it. There was even a time when Li Mu Bai path came across with Jen Yu there were instance of chance giving Li Mu Bai to kill Jen Yu. But something holds on to him that reached at the back of his mind about the real motive, personality of the villain. Until such time, confession of the real scenario took place when the two characters met each other for a final encounter to fulfill their individual destiny that would dictate their fate in their future existence of the story. Just like us individual who has our own destiny to fulfill and keep continue to fight for it daily all in the name of personal gratification, satisfaction and survival. Nevertheless, we have to remember always that it is not what we have in position neither those people surrounding us and the potentials that we have that keeps us winning from the race. But it is by a having a big HEART of patience, determination and Humility.

Relationship Between Macbeth And Lady Macbeth Philosophy Essay

Relationship Between Macbeth And Lady Macbeth Philosophy Essay Shakespeare, the Einstein of his time has changed the intrepid minds of many influential people in the Elizabethan era which includes King Edward I. In his greatest play, Macbeth, has showed us that foul is fair and foul is fair in the relationship between Macbeth and Lady Macbeth; revealing the dominant role of women over men. Lady Macbeth achieves great dominance over Macbeths will by shattering his manhood. She conveys that his doubts on the assassination signify his lack of ambition and valour of being a man. She mentions that a real man should not only have boldness to create a tight situation, but should also implement his honourable word. Lady Macbeth then strategically gives the most horrendous example about the smashing of the skull of the baby, which further criticises Macbeths scared attitude which contrast to the majority of women. This provokes Macbeth to act in accordance to his male honour. Shakespeare shows how Lady Macbeth shows her true self as she says in the play Had he not so closely resembled my father, I would have done it. This triple meaning is clearly shown. The first meaning if you look at it literally, it is trying to convey that he looked very similar to her dad which shows full commitment and trust to her parents. This showed how inside of her there is a lot of undivided love to her parents which has disable and caned her, much like any another child would do. However, it may be that because her parents gave birth to her, she is grateful for that and does not want to kill them As Macbeth has been called noble, he would surely give the same respect to Lady Macbeths parents as Macbeth would to his parents and would never think about scratching his parents, let alone kill them. This shows how Lady Macbeth has slowly and careful invaded into Macbeths mind and brainwashed him so much that he does not truly denied the thought of killing King Duncan. This also s hows that Macbeth has not given her anything and so ultimately the relationship is futile and her love is false. The second meaning would be the biblical imagery of God as Lady Macbeth said he which shows that Lady Macbeth thoughts are that the more powerful you are, the more godlike you are. She could not kill God as she did not have enough power. She wanted the lust for power and although she has committed sinful acts like killed a child, she is not in the level where God is and so could not kill him. As Macbeth has been given the title of Thane of Glamis and Thane of Cawdor, she believes that he has power. In spite of this, Lady Macbeth want more and more power and so forces Macbeth to kill King Duncan so that as his equal half in the relationship between Macbeth and Lady Macbeth, in the eyes of the pubic, would ultimately receive more power. This strongly shows how the relationship is not a relationship but is simply a ventriloquist and a puppet, where the ventriloquist is Lady Macbeth where she is manipulating the puppet which is Macbeth so that she can receive the laughter and money, which is very similar to power and greed. The third and most important, is the power of greed that she has truly desired. She single-handedly heavily persuaded Macbeth to kill King Duncan. The perception that Lady Macbeth put forward is very strong as she said I would have done it. This showed that she put it about as an excuse rather than to show a weakness; showing how she did not want to look weak in front of Macbeth which would convey to the audience that in the relationship she wants to be equal or even higher than Macbeth. This competition between each other shows how it is a mere game rather than a relationship made by God as Lady Macbeth is not being serious about it. Shakespeare shows how powerful reverse psychology may cause havoc in a relationship. When Lady Macbeth said When you durst do it, then you were a man she shows how cunningly and deceitfully she is trying to motivate him to do what he was previously going to do. When she says then you were a man, it shows before when he was going to kill King Duncan, he was a man, but now as he has refused he has become much less than a man, a lady who has no place in society. Macbeth who has reached the pinnacle of his courier after many countless, hardworking years and now has been called less than a man even though Kings Duncan addressed Macbeth as noble and also gave him the highest achievement that any man could have: Thane of Glamis and Thane of Cawdor. This shows how demandingly she says a lot of Cruel words which hurts Macbeth but also at the same time using reverse psychology to show to Lady Macbeth that Macbeth can do relentless acts and so is a man. This showed that the relationship is main ly one sided to Lady Macbeth and has used strategic planning to command Macbeth into killing King Duncan. This shows that she understands Macbeth as she knew that Macbeth would question the killing. This shows that in the relationship, Macbeth has true love for her as he had told her his most dire secrets. However, it shows that instead of helping Macbeth out of a dreadful situation, she is using it to her advantage which also explicitly shows than she in manipulating Macbeth. Shakespeare shows how the depiction of extreme acts shows a downfall of a relationship. Dashs the brains out, had I so sworn as you have done to this. This shows how as a woman who has small place in society would uphold her promise even when it is as tragic as killing a baby in a gruesome way, but a man who is respected thoroughly in society would go against his promise. It shows how Lady Macbeth has immense power to crack open the skill and dash the brain out. As child mortality was high, the baby would be considered to be a present of God. The word dash suggest how without a doubt she would do it quickly for her solemn oath and she does not care that she will have to face the wrath of God and also be massively looked down upon in society. This shows how loyal she is and will keep her promise unlike Macbeth. Lady Macbeth is seen as unusual as she admits the situations she had been. This unusual statement contracts the belief that a womens desire is to protect a child and this shows that she is different from the other woman who live their whole life to protect and care for their children. This shows how she has been hiding things from Macbeth and this shows how the relationship from the start of the play sets a countdown to get worse and even worse. The old saying which is behind every successful man stands a strong woman. Surprisingly, it is very true; in his quest for supreme power, he is thoroughly led by his wife. Lady Macbeth strengths his determination and motivate him to commit this sinful murder. This manipulation of Macbeth is clearly shown throughout the play and shows easily how Macbeth fell into the trap of Lady Macbeth of greed and power. Shakespeare is being portrayed as misogynistic to perhaps warn the world that this may happen in the future. This shows how the relationship between Macbeth and Lady Macbeth is like the inside of an onion. It is definitely seen that Macbeth is not hiding anything about himself and has also given his most vital secrets to Lady Macbeth. However, Lady Macbeth is hiding numerous amount of things; one being of dashing the brains out of a baby. Sadly, as you peel each layer, the audience weeps for Lady Macbeth for her greediness and devil like thoughts. With this analysis it is fully seen that Lady Macbeth is manipulating/controlling Macbeth as if he was a ragdoll puppet and also shows that the relationship relies heavily on her thoughts and Macbeth acts upon them mindlessly and cowardly.

Comparing William Bennetts Leave Marriage Alone and Andrew Sullivans

What is marriage? For thousands years, marriage has been a combination between a man and a woman. When they love each other, they decide to live together. That is marriage. But what will love happen between two same sex persons? Will they marry? Is their marriage acceptable? It is the argument between two authors: William J. Bennett and Andrew Sullivan. The two authors come from different countries and have different opinion about same sex marriage. Sullivan agrees with the gay marriage because of human right, on the other hand, Bennett contradicts his idea because he believes that marriage should be between a man and a woman. Even though their theories are totally different, their opinions are very well established. In Bennett’s essay, he does not want to support gay-marriage so he provides evidences as to why it is a bad idea. In his opinion, marriage is a connection of a husband and a wife. On the other hand, gay marriage is a damage of this society because he doesn’t think same sex marriage is actually a marriage. First of all, he believes â€Å"same sex marriages would do significant, long term social damage† (Bennett 177). At this point, I don’t agree with him because in my opinion, gay people do not harm the society except decreasing population in a passive action but it is not the main deterioration to be long term or significant. As everyone knows, beside gay marriage, abortion is also the hot issue of the world especially with the religion today. Why do they have to get rid of their â€Å"blood†? When they love each other so much, they get married or have sex before marriage (it’s very normal with teenager today), and then when the love is bro ken, they decide to abort or in other word, they want to kill their ba... ...riendship, or the love to your friends. After reading two different essays, I think why we have to struggle with those things we don’t have to. Why don’t we just let it go and love will answer everything? In conclusion, same sex marriage is not a problem; the problem is how we can live together with it. I’m a Christian so basically, I don’t support gay marriage but when I think about human right, I feel it is not a dangerous problem for us. If they love each other, let them marry and they will solve that problem by themselves. Who knows after gay law is passed, no one want to marry with same sex person any more. So just let it is solve by itself. Sources Cited William Bennett, Leave Marriage Alone Andrew Sullivan, Let Gays Marry An Exchange on Same-Sex Marriage - William Bennett and Andrew Sullivan http://faculty.mc3.edu/barmstro/sullivan.html

Refugee mother and her child by Chinua Achebe Essay

Explain what the poem is about and how the poet conveys the emotions he feels. The poem is about Achebe’s encounter with a mother and child in a refugee camp. This mother was different from the other mothers as she still cherished and loved her son. The other mothers had already stopped caring for their children as survival was not the most important thing and there wasn’t any hope of survival for their children anyway. In line 9: â€Å"Most mothers there had long ceased to care† The poet’s tone was varied, in the first stanza he used long, soft vowels such as the vowel ‘o’ and words such as ‘tenderness’. In line 4, Achebe chose to used the word ‘odour’ instead of the word ‘smell’ or ‘stench’ because it sounded softer and more rounded. The softness continued until the beginning of line 5 where Achebe used hard-sounding words such as ‘diarrhoea’ and ‘blown’. The fact that the child will die is hinted repeatedly. From line 7 to line 14 of the second stanza, he seemed to be admiring the mother’s love for her child in even those circumstances. At the end, his tone was sad and regretful. In the last three lines: â€Å"†¦ like putting flowers on a tiny grave. † There was alliteration in line 5 of the second stanza: â€Å"behind blown empty bellies† The poet used the work â€Å"ghost† as a metaphor in lines 8 and 9 of the second stanza. In â€Å"ghost smile†, he meant the softening of the mother’s expression as she looked at her son. There was repetition of â€Å"ghost† and in â€Å"ghost of a mother’s pride†, it represented what the mother used to feel and here there was only the tiniest left of it. The last 2 lines were a smilie, he’s saying that her combing her son’s hair is like a final goodbye because she would probably never get to do it again. In the first line, â€Å"Madonna and Child†, this is the scene when Christ was taken from the cross and placed on Mary’s knees. Achebe is saying that even this scene could not have been more touching than of the refugee mother and her child. In line 3: â€Å"for a son she soon would have to forget. † Here he means that after the boy dies, the mother will have to concentrate on survival for herself, forcing her to forget her son. This will not be able to mourn her child. In line 4: â€Å"The air was heavy with odours†¦ † The air was thick with the stench. The air was so dense that it seemed it had a weight and was more than just gas. In lines 7 and 8: â€Å"Struggling in laboured steps†¦ † Even walking is difficult for them. Walking is hard work. Achebe doesn’t know the mother’s name, so he refers to her as â€Å"she† and â€Å"her†. â€Å"Rust-coloured† is the colour of a dark-haired person’s hair when he or she has an inadequate diet. The hair signals that the child is incredibly unhealthy and on the verge of dying. In line 11: â€Å"†¦ hair left on his skull†¦ † The child is in such poor health that his hair has fallen out. Achebe used the work â€Å"skull† because it showed how poorly the boy was and because it represented death. In line 12: â€Å"- Singing in her eyes – † The hyphens surrounding this phrase outlined its significance. This was probably because the mother remembers singing to him, when they were happy. From line 15: â€Å"act of no consequence†¦ † Combing her son’s hair would usually be something a mother wouldn’t think twice about. They were probably quite well off before they were in this situation. The punctuation Achebe used were little. At the end of the first verse he put a period. This is because he was finalizing a statement. At the end of line 5 of the second stanza, there’s another period. This is because he’d finished describing about the surroundings and was moving onto the mother. In line 7, there was a semi-colon, which indicates a pause. There is another one in line 16. In line 13 there are three periods together. This is usually used to signify that something will eventually continue. At the end of the poem he put another period. This is because he is ending the poem and also because he is once again finalizing something. Since the child is dying, death is final, so the period was suitable. In lines 13 to 16, Achebe introduced the possibility that the mother and child were probably quite well off before they were in this situation. However, their lives had changed and it was no longer that comfortable lifestyle. I thought the poem was sad. It showed how disasters could change the feelings and lives of normal people like you and me. It was an eye-opening poem, and it made me realise that if I weren’t living this lifestyle that boy may well have been anyone I know or me.

Ingredient Branding of Industrial Goods

Ingredient Branding of Industrial Goods: A case study of two distinct different automotive suppliers Waldemar Pfoertsch[1] / Johannes Rid[2] / Christian Linder[3] Abstract This paper concerns ingredient branding; more specifically, ingredient branding for industrial goods. Although research in ingredient branding has been quite intensive in the area of fast moving consumer goods, considerably less research has been carried out for industrial goods. In this paper, the authors provide insight into whether successful ingredient branding can be transferred to industries where it has not been a common phenomenon: automotive suppliers.Two major companies in the automotive industry are analyzed in this paper: Autoliv, a major player in car-safety supplies and equipment like seat belts and airbags, and Bosch, producers of a large variety of car components, like diesel and gasoline injection systems, braking components (e. g. ABS and ESP), and starting motors and alternators. The findings inc lude enormous potential for B2B companies in the field of ingredient branding. Car suppliers, for instance, have rarely used the option of branding their ingredients at the finished product.The authors give a historical perspective, show e. g. that ABS braking system, invented by German supplier Bosch would have been a perfect candidate for branding to the final customer. In the purchasing decision of potential car buyers, the ingredient ABS, provided by a strong ingredient manufacturer (e. g. Bosch) could have led to a preference of buying a specific car, and in the end, added to the supplier’s reputation and revenue. 1. Leveraging the brand We now live in a world where consumers receive thousands of impressions and messages every day.Ever increasing competition makes it more difficult for a message to reach the audience and target group, with the consequence that it becomes harder for a consumer to differentiate between brands. Furthermore, as competitive advantages and inn ovations are copied at a higher speed, products and services become more alike. In this kind of environment, it is important for producers to find a position for their product or service in order to focus and clarify the attributes that make their product unique to the customer.In response to this current business environment, research and best practice show that more and more firms have come to the realization that one of their most valuable assets is the brand name associated with their products or services. (Keller,2003, Pfoertsch/Mueller, 2006). Producers understand that powerful brands are beneficial to the company: â€Å"Brands, therefore, are genuine assets and, like other forms of asset, they can appreciate considerably as a result of careful management and development. † (Blackett, in: Murphy, 1989).Kotler/Pfoetsch (2006) have proved that B2B branding offers strong competitive advantages, â€Å"by implementing a holistic brand approach companies can accelerate and i ncrease their overall success† compared to companies that do not go the path of B2B branding. Brands should be seen in a holistic manner where all activities of a company should be integrated to get the maximum advantage (Kotler/Pfoertsch, 2006). Strategic success might be achieved through leveraging the brand, because the brand is one of the most strategic and worthy assets a firm owns.Possibilities to leverage the brand include line extensions, stretching the brand vertically, brand extensions, and co-branding (Pfoertsch/Schmid, 2005). Co-branding means that two brands form an alliance in one or several areas that lead to a new product branded with both brands. Ingredient branding, on the other hand, is a brand that is solely used as a component of a branded article (Riezebos, 2003). According to Norris (1992), there are two relevant criterias that must be fulfilled for ingredient branding. First, the component can only be bought and consumed by consumers as a part of the br anded article.Second, the brand name of the component is only used for such an ingredient (and not for ‘normal’ branded articles as well). 2. Can you ingredient brand where branding is not a common phenomenon? The reason companies start to co-operate is due to technological and psychological changes of the business environment. There are two reasons why this occurs (Uggla, 2000): First, technology and new distribution patterns open up new possibilities for cooperation where brand extension and brand alliances become more interesting from a strategic point of view.Second, consumers look for risk reduction, and brand extension and brand alliances might be the right strategies to reduce consumer risk. Strategies to meet the demands of a changing world are co-branding and ingredient branding. There are some good examples of ingredient branding of durable goods on the market, such as Shimano as a component supplier of cycles, and Intel in the computer industry. Intel, for in stance, â€Å"positioned itself to be the heart and soul of personal computers.The strategy was to create a brand, and it worked – for PCs† (Karolefski, 2001). In other industries that produce industrial goods, like the car industry, ingredient branding has not been a common strategy. The primary question that guides us through this paper is: Is it possible for industrial goods industry like the automotive industry to adopt an ingredient brand when ingredient branding is not a common phenomenon? 3. Analyzing with real world data In this paper, real world data from two different companies were collected and compared.A qualitative approach was chosen, which enables us to analyze, understand and interpret the situation rather than giving standardized results. The aim was to understand the strategy of ingredient branding as a whole. Research was mainly based on collecting data through interviews with decision makers (respondent interviews), which implies that the interview s are of a strategic nature. A case study approach gives the possibility of getting deeper insight into a certain problem or situation and to ascertain how interviewees perceive their situations.The presented cases are Bosch and Autoliv, two companies representing the car SUPPLIER manufacturing industries. Since this study aims to help understand why and under what circumstances companies choose an ingredient brand strategy, the case study approach was seen as the most appropriate. The Robert Bosch GmbH, Stuttgart offers a wide range of products to the market, both as a supplier to different kinds of manufactures, as well as a producer of consumer goods. It had 2007 a turnover of â‚ ¬46,7 billion and employs over 271,000 people in about 50 countries.Today, 70% of Bosch turnover is from the car industry – it is a pioneer in the automotive supplier industry, with products that include ABS and ESP, injection systems, brakes, starter motors and alternators. Another major car s upplier, Autoliv Inc. is headquartered in Stockholm, Sweden, the result of a merger between Autoliv of Sweden, founded in 1953, and the American company Automotive Safety Production, started in 1997. Autoliv of Sweden was the inventor of seat belts, which first came onto the market in 1956, and developed the first airbag for cars in 1980.Autoliv has about 30% market share in its segment on a worldwide basis, and employs about 6,000 people, with sales in 2004 of $ 5 billion. 4. Leveraging the brand for industrial goods If a company realizes that it cannot capitalize on its own brand alone, it might choose to capitalize on another brand. This implies that company A wants to â€Å"borrow† association of a brand from company B. It follows that company B in turn must also want to have something from A, since B must also benefit from its association with A.Generally speaking, three prerequisites must be fulfilled before company A and B collaborate: 1) Both companies must have suffi cient brand equity, otherwise they would not be able to â€Å"borrow out† any associations (Keller, 2003); 2) company A and B should have a common basis of associations, meaning that A and B’s identity should have a certain degree of fit (Riezebos, 2003); and 3) that company A should be able to â€Å"offer† associations which B does not have and vice versa (Park/Jun/Shocker, 1996). (1) Sufficient brand equity The first prerequisite in terms of brand identity is that both brands have ufficiently strong and unique associations; that both of the brands (ingredient and host brand) separately have enough brand equity (Keller, 2003, p. 362). In this study, the question is whether Autoliv and Bosch each offer enough brand equity so that they could be potentially interesting partners for a host brand seeking to leverage its brand identity. The brand equity of Bosch can be rated as high. Bosch has successfully leveraged its own brand with brand extensions and line extens ions. Bosch, in its beginnings, was a producer of car parts like starting motors and alternators.Over time, Bosch began to capitalize and leverage its own brand by extending their product range, including the development and production of power tools, mobile telephones, security systems, and industrial packing machines. The other company in this case study, the car safety producer Autoliv, is a well-known brand among B2B customers. Autoliv wants to work together with the best automotive companies in the field of car safety: â€Å"The identity of Autoliv is a company that always has the technical leadership in the area of car safety equipment like airbags and seat belts.Autoliv strives to always be the first with technical development in their area. † (Mats Odman, Autoliv). (2) Common basis of associations The second prerequisite is that the companies working together should have a certain degree of similarity in their brand identity (Riezebos, 2003). According to Keller (2003 ), the logical fit (image and product) between the two brands is the most important requirement for a successful collaboration between two brands.That means a) that both companies’ brand identities (host and ingredient brand) should be in correspondence with each other, and b) that the ingredient offers complementary brand associations. Main associations connected with Bosch are: quality and innovation. Most car manufacturers have these associations as well, therefore, a common basis of associations does exist. Bosch representatives say that â€Å"products from Bosch contribute key values to the brand such as a promise from Bosch about product quality. Bosch products are also innovative in the car industry which is reflected in their slogan ‘We bring innovation’, e. . Bosch was first to introduce engine injection systems with 1600 bar pressure† (Stefan Seiberth, Bosch). On the negative side, Bosch has the problem of being a supplier to virtually every car manufacturer in the world, and these car manufacturers have widely different brand identities (e. g. the brand identity of BMW is totally different than that of Volkswagen). Autoliv can be more precise in common associations. Autoliv aims to develop projects with car manufacturers that are striving for the latest technology in car safety, most likely with car manufacturers in the premium segment.A logical fit exists here because Autoliv has the same aim of technical leadership as the car manufacturers they choose to work together with. (3) Offering complementary associations Finally, cooperation between brands will only work if the partner brand offers complementary associations, which the host brand does not have, and vice versa (Park/Jun/Shocker, 1996). The concept of brand identity system is central here (Aaker, 1996), and includes the following definition: â€Å"Brand identity is a unique set of brand associations that the brand strategist desires to create or maintain.These as sociations represent what the brand stands for† (Aaker, 1996). Brand identity consists of twelve dimensions organized around four perspectives – the brand-as-product (product scope, product attributes, quality/value, uses, users, country of origin), brand-as-organization (organizational attributes, local versus global), brand-as-person (brand personality, brand-customer relationships), and brand-as-symbol (visual imagery/metaphors and brand heritage). Though not all perspectives might be appropriate for every brand, it should help firms to consider different brand elements to be able to enrich and differentiate their brand identity.The brand identity model is structured into core and extended identity. The core identity is the timeless and central essence of the brand. Therefore, it will most likely remain constant while the brand is stretched to new markets and products. The extended identity consists of brand identity elements, which complete the core identity, such a s a slogan, sub-brands, and the brand personality (e. g. reliable, American, German engineering, friendly). [pic] Figure 1: Aaker’s model for brand identity modified with results from the case studyTo be able to identify and analyze what the case companies Bosch and Autoliv have to offer to their partners (host brands) in terms of desirable attributes, the above figure based on Aaker’s (1996) model summarizes the most important advantages of the examined cases. The reader should note that this paper is based on a study from the supplier’s perspective (partner brand). Therefore, spill-over effects which the case companies might receive from the producer side are not examined. Bosch offers associations which the partner brand possibly does not have.Attributes like ‘German engineering’, ‘reliable’ and ‘innovation’ could be easily used and benefited from by car manufacturer building middle and lower-class cars. Autoliv’s contribution to collaboration is technical leadership. One could say that Autoliv is a premium brand in their field of competence, thus offering strong associations in quality. To summarize, we can conclude that brand equity is one of the most, if not the most, valuable assets a company has. The company’s brand identity is the most important factor in creating or pushing the company’s brand equity.Company’s management should continuously try to leverage the brand’s identity. Our case companies Bosch and Autoliv prove that leveraging is fully possible in the area of industrial goods 5. Fit between brands So far, the authors have analyzed whether the examined companies and the industrial goods sector could offer enough brand equity and possibilities to leverage. In other words, up until this part of the analysis, we have looked upon whether our case companies would be interesting partners for the producers in their industries, and if the case companies ful fill the prerequisites to make co-branding successful.Now let’s look closer into the fit of brands and the field of brand association base. Image transfer What does theory say about the transferring process? Riezebos (2003) defines image transfer through the term deductive inference, which is the deduction of results/conclusions from brand images already in existence. Deductive inference is important when associations from one brand or entity is carried over to another brand/entity.For the transfer process, a source, which consumers must have certain associations with in terms of where it comes from, and a target (inductive inference, meaning that the associations load the image of the target) is needed. In summary, image transfer is a positive transfer from source to target, and similarly a positive feedback from target to source (Riezebos, 2003). For transferring associations, it is both necessary that source and target have something in common (e. g. common brand name), an d that the target evokes certain brand associations.Ingredient branding and co-branding are brand-stretching strategies based on image transfer. Critical success factors for image transfer are 1) the sources’ level of brand-added value, 2) how the products are related to each other (target and source should only to a minor degree differ from each other), 3) the target group similarity (Park, 1991), and 4) family resemblance (different packages sharing the same facings). Brand association base Simonin and Ruth (1998) stress the fit between brands (and between the products), which significantly affects the attitudes towards the alliance.Leading researchers agree that companies should integrate the brands they cooperate with within their overall brand architecture. The authors have used the brand association base described by Uggla (2003) to examine the question of fit. The result can be seen in the figure below where the association base model has been modified with the finding s from the case studies. The association base is a relevant tool for this purpose – to organize brand alliances and the brand structure from a leader brand perspective and intention.The association base describes how brands can be organized together. The model contains four different core components: leader brand associations, partner brand associations, institutional associations and the customer’s brand image. In a cooperation of brands, the advantage for the leading brand is that it adds values and positive associations to the product. The partner brand gets access to the distributions channels leading to the end-consumer market. The collaboration between the leader brand and the partner will determine an association base.The customer will evaluate the perceived equity from the association base and shape a specific brand image (Uggla, 2001). Figure 2: Modified brand association base (Uggla, 2003) Bosch, as a car part producer with German quality and innovation as th eir base of associations, could definitely contribute to the car manufacturer’s base of associations as for Mercedes-Benz: Enduring Passion. Autoliv has valuable associations for a potential host brand in terms of car safety. On the other hand, Autoliv does not build brand value, Autoliv would be a weaker partner brand according to the collaboration theory.The partner brand should help to expand the base of associations of the leader brand, and the partner brand’s core identity should lead into the direction the leader brand wants to go to, and the direction should be defined by the leader brand. The partner brand should also help to strengthen the base of associations while bringing in exclusivity and differentiation. Once more, Bosch has proven to be a valuable partner when tested against this theory. Autoliv stands weaker in this respect because the company is not actively building brand equity towards the final customer.To summarize, Uggla (2003) suggests that a le ss familiar leader brand should be connected to a strong partner brand with high brand familiarity. A lesser-known and/or unfamiliar car manufacturer (e. g. Asian car manufacturers who want to enter new markets outside Asia) using Bosch in-car equipment, for example, would be a positive example of this guideline. Functional and emotional incentives for brand collaboration A way of defining the motives for collaboration is given by Uggla (2001). He suggests a model based on a matrix, which is divided into emotional and functional benefits, to be able to understand why brands engage in co-operation.The model is based upon Aaker’s theory about the brand’s identity, but focuses on how the components of the value proposition are divided and shared among partners. The model divides the brands engaged in co-operation to a leader brand and (one or more) partner brand(s). The leader brand can choose to develop own associations or choose to capitalize on other brands’ ass ociations. The partner brand’s contribution should be to expand to the leader brand’s base of associations and add critical physical and/or emotional attributes.Two different incentives for collaboration are functional and emotional benefits (Uggla, 2001). An example for a functional alliance is Intel because Intel contributes with a product (the processor for a computer) for which they have core competence. With emotional incentives, the aim of the leader brand is to endorse reputation (Cooke, 2000), which is the aim to get a better image and/or quality association with the help of the partner brand. On the other hand, the partner brand can profit from the leader brand’s functional attributes. [pic] Figure 3: Applied incentive model from leader and partner brand perspectiveThe authors have modified this model in respect to the case analysis (see Fig. 3). As mentioned above, a brand that wants to lend associations to another brand strong must have strong incenti ves that can be either functional or emotional. For car producers, working together with Bosch could gain core competence and expand the value proposition (e. g. Bosch as a technology leader in ESP, ABS and diesel technology). This is according to the theory (Uggla, 2003), which says that collaboration based on functional incentives implies that the one brand contributes with core competence.Bosch would also profit from brand collaboration through shared costs in R&D. Bosch might expand the legitimate territory for their products if the car manufactures allow Bosch to brand their ingredients. Accentuating emotional attributes are also a possibility for Bosch: â€Å"It is our strategy to position Bosch as an innovative, international, modern company† (Stefan Seiberth, Bosch). A car producer might also want to work together with Autoliv based on functional motives because Autoliv has core competency and is a leading manufacturer of car safety equipment (intelligent seat belts, irbags, etc. ). The focus for Autoliv is choosing partners who have a commitment to actively work with the development of safety in cars. As it is the case with Bosch, Autoliv would gain from collaborations by sharing costs for R&D. Emotional incentives are also important for the company and play a certain role in choosing partners for a new project, according to Autoliv. The image of the car manufacturer is important; therefore, the company strives to share development with car manufacturers in the premium segment† (Mats Odman, Autoliv).To summarize, according to the incentive model, both Bosch and Autoliv offer sufficient incentives, both from partner brand as well as from the leader brand perspective. 6. Results: Transferring successful ingredient branding to the car industry The authors have taken into account the findings from the secondary sources of Moon (2002), Aaker (1996), and Keller (2003), all of which present a deeper analysis of ingredient branding strategies, an d have compared these findings with the information from the car suppliers Bosch and Autoliv.We first want to emphasize that successful companies invest in and put the brand first. Moreover, the most effective strategy for a company is to become a brand-driven organization (Kotler/Pfoertsch, 2006). These companies not only differentiate themselves through their technology, but also through their level of service and through all employees working effectively towards the success of the brand, and thus, the company. In addition, ingredient branding is a form of multi-stage branding (Baumgarth, 2001). Therefore, the whole value chain, from (ingredient) producer to the final customer, needs to be considered.In the case of Bosch or Autoliv, the retailer, the producer of the final good, and the final customer need to be connected. This implies that all downstream markets need to be part of the strategy. Hillyer/Tikoo proved that consumers are cognitive misers (Hillyer/Tikoo, 1995). This me ans that consumers simply trust that a well-known manufacturer would not allow itself to collaborate with a low quality supplier. This has been proven with the success of Intel. Customers simply transferred the decision making to the computer manufacturers by trusting that the manufacturers have chosen the right microprocessor supplier, Intel.In terms of transferring these findings to the car industry, Autoliv could step into the shoes of Intel. Autoliv could act as a retrieval cue (Hillyer/Tikoo, 1995) for potential car buyers, where the car buyer trusts the car manufacturer to have picked a trustworthy brand in the area of car safety. Also, for a successful ingredient branding strategy, it is crucial that the right opportunity in time be identified. If we look at the success of Intel, often regarded as one of the most successful ingredient branders, one aspect that is different between Intel and the automotive industry is the timing of the ingredient branding.The computer industry matured during an era when computer sales were strongly on the rise accompanied by a period of increasing sensitivity to the value of branding (Cook, 2003). The car industry is already mature, therefore, the timing is not optimal for an ingredient brand strategy: â€Å"It would be great to replicate [Intel’s success in the automotive industry], but it’s 80 years too late to do it† (Klaus Deller, Bosch Group, in: Cook, 2003). The authors want to stress though, that even the car industry will offer windows of opportunities, especially when supplier come up with decisive inventions and innovations.Another factor to consider is that In contrast to the situation like Intel, where producers were actively looking for co-operations, car manufacturers often want to control their brand image and are currently not actively seeking brand collaboration with supplier. This fact makes the ingredient branding strategy even more complicated to implement. A solution to this woul d be for suppliers like Autoliv and Bosch to adopt a pull strategy by creating consumer demand.The pull principle is also the basic underlying concept that is best suited for ingredient branding, meaning that the ingredient manufacturer directly addresses the final customer (Pfoertsch/Schmid, 2005). Bosch is, through its automotive advertising campaigns in 2006 and 2007, on its way to utilizing such a strategy. Building strong association could even be implemented into the car industry. The OEM’s in the car industry could effectively promote their associations, which in the case of Bosch could be ‘braking safety’ (ABS, ESP), and ‘passenger safety’ (Airbags), in the case of Autoliv.The authors conclude that it is entirely possible for auto suppliers to establish an ingredient branding strategy. Bosch and Autoliv proved to have substantial possibilities for ingredient branding. This conclusion can be drawn through congruence of findings of the empirica l research with theory. It is vital to the success of the strategy, though, that the whole organization not only strives for the same objective, but also consistently delivers the brand promise. Only with this â€Å"quality thinking† in the organization, can an ingredient succeed in the final industrial good.And – not to forget – it is time-consuming to create and establish a brand. Therefore, the overall strategy needs to be a long-term engagement in the marketing and branding investment. 7. Suggestions for future research This paper has examined the question of ingredient branding as a viable strategy for producers of industrial goods. In particular, we tested automotive suppliers Autoliv and Bosch (Norris, 1992; Keller, 2003; Riezebos, 2003). Since the scope of this paper could only cover the basics of this question, it would be interesting to go deeper into other aspects.A question for further research would be to find out how a model of the appropriateness of ingredient branding could be derived. Further research could cover even more industry segments in B2B marketing, thereby giving deeper insights into why certain industries have seen companies with successful ingredient branding, while others have not. Additionally, to discuss questions about an implementation strategy for ingredient branding needs more insight and research, including a possible guideline for companies that have decided to brand its ingredient.Examples from other industries could also be examined since the implementation process is very complex and many aspects need to be considered. Literature Aaker, D. A. , and Joachimsthaler, E. , â€Å"Brand Leadership†, The Fress Press, New York, 2000 Aaker, D. A. , and Keller, K. L. , â€Å"Consumer Evaluations of Brand Extensions†, Journal of Marketing, 54, January 1990, pp. 27-41 Aaker, D. A. , Building Strong Brands, The Free Press, New York, 1996 Baumgarth, C. , Ingredient Branding. Begriff und theoretische Begrundung, in : Esch, F. -R. : Moderne Markenfuhrung, Wiesbaden 2001, p. 17-343 Blackett, T and Boad, B: Co-branding, the Science Of Alliance, Macmillan Business, Interbrand, England, 1999 Blackett, T. , The Nature of Brands, in: Murphy, John, Brand Valuation, Hutchinson Business Books, 1989, pp. 1-11. Cook, B. , Can Bosch spark its OEM brand? , www. brandchannel. com, 2003 Cooke, S. , and Ryan, P. , â€Å"Brand Alliances: From Reputation Endorsement to Collaboration on Core Competencies†, Irish Marketing Review, Vol. 13, 2000, p. 36-41 Hillyer, C. , and Tikoo, S. , â€Å"Effect of Cobranding on Consumer Product Evaluations†, Advances in Consumer Research, Volume 22, 1995 Kapferer, J. -N. Reinventing the Brand, Kogan Page, London, 2001 Kapferer, J. -N. , â€Å"Strategic Brand Management†, Kogan Page, London, 1992 Karolefski, John, â€Å"Intel Outside†, www. brandchannel. com, 2001 Keller, K. L. , â€Å"Conceptualizing, Measuring, and Managing Customer- Based Brand Equity†, Journal of Marketing, January 1993, pp. 1-29 Keller, K. L. , Strategic Brand Management: building, measuring, and managing brand equity, Prentice-Hall International (UK) Limited, London, 1998 Keller, K. L. , Strategic Brand Management: building, measuring, and managing brand equity, Prentice-Hall International (UK) Limited, London, second edition, 2003 Kotler, P. et al. , Principles of Marketing, Prentice Hall Europe, 1996 Kotler, P. , and Pfoertsch, W. , „B2B Brand Managementâ€Å", Springer, Berlin/Heidelberg 2006 McCarthy, M. S. , and Norris, D. G. , â€Å"Improving Competitive Position Using Branded Ingredients†, Journal of Product & Brand Management, Vol. 8, Nr. 4, 1999, pp. 267-285 Moon, Y. , â€Å"Inside Intel Inside†, Harvard Business Review, October 15, 2002 Norris, Donald G. , â€Å"Ingredient Branding: A Strategy Option with Multiple Beneficiaries†, The Journal of Consumer Marketing, Vol. 9, No. 3, 1992 Park, C. W. , Jun, S.Y. , and Shocker, A. D. , â€Å"Composite Brand Alliances: An Investigation of Extension and Feedback Effects†, Journal of Marketing Research, Vol. 33, 4, 1996, pp. 453-466 Pfoertsch, W. , and Schmid, M. , „B2B-Markenmanagement: Konzepte – Methoden – Fallbeispieleâ€Å", Franz Vahlen, Munich, 2005 Pfoertsch, W. , and Mueller, J. Die Marke in der Marke Bedeutung und Macht des Ingredient Branding, Springer, Berlin/Heidelberg 2006 Riezebos, Rik, â€Å"Brand Management: A Theoretical and Practical Approach†, Pearson Education Limited, 2003 Simonin, B. L. , and Ruth, J. A. â€Å"Is the Company known by the Company it keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes†, Journal of Marketing Research, Vol. 35, February 1998, pp. 30-42 Uggla, H. , â€Å"The Brand Association Base: A Model for Strategically Leveraging Partner Brand Equity†, Unpublished Paper, 2003 Uggla, Henrik, †Managing the Bra nd-Association Base†, Akademitryck AB, Edsbruk, 2000 Uggla, H. , †Organisation av varumarken†, Liber Ekonomi, Malmo, 2001 Uggla, H. , †Varumarkesarkitektur – strategi, teori och kritik†, Liber Ekonomi, Malmo. 001 ———————– [1] Waldemar Pfoertsch – Professor of Business Marketing – CEIBS China Europe International Business School Shanghai – Hongfeng Road Shanghai – 201206, China – Tel: +86(21) 28905662 – [email  protected] edu and Professor of International Business – Pforzheim University – Tiefenbronnerstrasse 65 – 75175 Pforzheim, Germany [2] Johannes Rid, National Sales Manager, Pirelli Tyre Nordic AB, Gustavslundsvagen 141, P. O. Box 14147, 16714 Bromma, Stockholm, Sweden,Tel: +46. 8. 6220850, Fax: +46. 8. 7550941, johannes. [email  protected] et [3] Christian Linder – Research Assistant – Pforzheim Business S chool – Pforzheim University – Tiefenbronnerstrasse 65 – 75175 Pforzheim, Germany – Tel: +49 7231 28-6466, christian. [email  protected] de ———————– Bosch: Expand the legitimate territory Emotional incentives Functional incentives Bosch: Expand value proposition, modify brand personality Bosch: Engineering core com Autoliv: Core competence in car petence safety Partner brand perspective Leader brand perspective Bosch: Cost efficiency (R&D), Short cut to awareness and distribution. Autoliv: Cost efficiency (R&D)Institutional Associations Image Transfer Identity Transfer Customers’ image of the brand Leader Brand Associations e. g. Mercedes-Benz: Enduring Passion [pic]*fgyz}†°S? z  Ã‚ ©? iO?  ©i? i~? i? hM8([email  protected]>zhuT;CJOJ[4]QJ[5]^J[6][email  protected]>zhuT;5? 6? CJOJ[7]QJ[8]? ]? ^J[9][email  protected]>zhuT;5? CJ,OJ[10]QJ[11]^J[12]aJ,mHsH#[email  protected]>zhuT ;6? OJ[13]QJ[14]^J[15][email  protected]>zhuT;0J6? OJ[16]QJ[17]U[pic]^J[18][email  protected]>zhuT;5? CJ,OJ[19]QJ[20]^J[21]aJ,[email  protected]>zhuT;CJ OJ[22]QJ[23]? ^J[24]aJ mHsH. [email  protected]>zhuT;5? CJ OJ[25]QJ[26]? Partner Brand Associations Bosch: Innovation, quality Autoliv: Safety Association base fit

Cultural Background Essay

I come from China, actually the south of Yunan. I learnt about Chinese culture from my father who was born in China and rise up with the Chinese culture. I have been taught by my father to behave as a good Chinese people and brings up good values in my life, the concept of Yin and Yang, the balance in life and especially we’re coming from east where the people there respect ancestors and older people much more compares to the western people. This will impact on how we communicate and interact with other people especially with the elder. China is believed to have the oldest continuous civilization. China has over 4,000 years of verifiable history. Beijing is the capital of China and is the focal point for the country. The official language is standard Chinese, which is derived from the Mandarin dialect. Most business people speak English. There are many dialects in China however there is only one written language. A Communist form of government rules China. The Chinese government promotes atheism although the constitution guarantees freedom of religion. The Chinese practice a variety of religions, however, Confucianism; despite not being a formal religion is practiced widely throughout the country. China is the most densely populated county in the world with approximately 1. 17 billion people as of 1992. Almost 100 percent of the population are ethnic or Han Chinese. There are strict rules regarding childbirth and each couple is limited to only one child. The tradition of digging up â€Å"dragon bones† (tortoise and cattle bones) has long been a part of Chinese culture. These bones are often used to predict the future. The bones were inscribed with questions then heated to reveal the answers. The tradition dates back as far as the Bronze Age (around 2100 BC during the Xia dynasty). The Geert Hofstede analysis for China is similar to that of Hong Kong where Long-term Orientation is the highest-ranking factor. However, the Chinese rank lower than any other Asian country in the Individualism factor. This can be attributed primarily to the Communist rule and its emphasis on a collectivist culture. Geert Hofstede analysis for China has Long-term Orientation (LTO) the highest-ranking factor (118), which is true for all Asian cultures. This Dimension indicates a society’s time perspective and an attitude of persevering; that is, overcoming obstacles with time, if not with will and strength. The Chinese rank lower than any other Asian country in the Individualism (IDV) ranking, at 20 compared to an average of 24. This may be attributed, in part, to the high level of emphasis on a Collectivist society by the Communist rule, as compared to one of Individualism. The low Individualism ranking is manifest in a close and committed member ‘group’, be that a family, extended family, or extended relationships. Loyalty in a collectivist culture is paramount. The society fosters strong relationships where everyone takes responsibility for fellow members of their group. Of note is China’s significantly higher Power Distance ranking of 80 compared to the other Far East Asian countries’ average of 60, and the world average of 55. This is indicative of a high level of inequality of power and wealth within the society. This condition is not necessarily forced upon the population, but rather accepted by the society as their cultural heritage. China’s religion is officially designated as Atheist by the State, although the concepts and teachings of the ancient Chinese philosopher Confucius (500BC) are woven into the society at large. Some religious practice is acceptable in China; however, the government sets rigid limits. You can find more information related with the religion in China. RELIGION IN GENERAL Before the Communist Revolution, a number of religious and philosophical systems were practiced in China. Traditionally Taoism and Confucianism provided ethical guides to the proper behavior of individuals and officials. Both of these systems originated in China during the so-called Golden Age of Chinese thought, several centuries before the beginning of the Christian era. Taoism sought to promote the inner peace of individuals and harmony with their surroundings. Confucianism, based on the teachings and writings of the philosopher Confucius, is an ethical system that sought to teach the proper way for all people to behave in society. Each relationship–husband-wife, parents-children, ruler-subjects–involved a set of obligations which, if upheld, would lead to a just and harmonious society. Following his teachings would also promote a stable, lasting government. Buddhism, which came to China from India as early as the 1st century AD, was a more conventional religion. Its followers attended occasional services, practiced rituals, and supported a temple on a regular basis. It has been estimated that more than 68 million Chinese still consider themselves Buddhists, though it is unlikely that they practice the religion regularly (See Buddhism). Prior to 1949, practices that may best be called folk religions were common throughout China. Although they incorporated elements of Buddhism and, especially, Taoism, these religions were usually local, often based on local gods, and served the local people. Christian missionaries have been active in China since Roman Catholics belonging to the Jesuit order arrived in the early 17th century. Protestant missionaries first appeared in the early 19th century. All the Christian missionaries had difficulty converting the Chinese because Christianity was associated in the popular mind with Western imperialism. By 1949 there were only 3 or 4 million Christians in China, less than 1 percent of the total population. Islam came to China mainly from Central Asia, where it was practiced by many of the Turkic peoples. Today there are believed to be more than 4 million Chinese Muslims. One autonomous region, Ningxia Huizu, has been designated for Islamic adherents. The Communists have discouraged religious practices, which they consider anti-socialist. Many temples and churches have been closed and their property taken. During the Great Proletarian Cultural Revolution (or simply the Cultural Revolution), a mass movement that lasted officially from 1966 to 1977, conditions were especially difficult, and religious practitioners were persecuted. The situation eased after 1977. A number of Buddhist temples were allowed to reopen. Worship services among Christians were permitted once again, and it is believed that as many as 2 million Christians are practicing their faith in China. The Chinese government is cautious about all religious activity, especially if it happens to involve foreign people in any way. THE AGE OF PHILOSOPHIES. *CONFUCIANISM CONFUCIUS is a latinized form of the honorific title K’ung-fu-tzu (Master K’ung), given to a wandering scholar from the state of Lu in Shandong Province in northeastern China. Although little known in his lifetime, Confucius was revered as the greatest of sages throughout most of China’s history. His teaching, Confucianism, was the state teaching from the beginning of the Han Dynasty in 202 BC to the end of the imperial period in 1911. Disturbed by constant warfare among the states, Confucius taught that most of the ills of society happened because people forgot their stations in life and rulers lost virtue. He advocated a return to the golden antiquity of the emperors Yao and Shun, when rulers were virtuous and people knew their places. Therefore, Confucius’ primary concern lay in social relations, proper conduct, and social harmony. Confucius defined five cardinal relationships: between ruler and ruled, between husband and wife, between parents and children, between older and younger brothers, and between friends. Except for the last case, all of the defined relationships are between superiors and inferiors. He emphasized the complete obedience and loyalty of the inferior to the superior but also mentioned the benevolence of the superior to the inferior. The ideal Confucian family was an extended one of three or four generations, in which authority rested with the elderly male members. Filial piety (obedience to parents) was one of the most important virtues emphasized by later Confucians. Confucius reportedly spent his last years editing and completing some of the books that came to be known as Five Classics. These include the `Classic of Poetry’, `Classic of History’, `Spring and Autumn Annals’, `Record of Rites’, and `Classic of Changes’, or `I Ching’. Memorized by scholars for generations in China, these books and four other works, including the `Analects’, a compilation of Confucian teachings, were the subjects of civil service examinations for over 2,000 years. (See Confucius) Confucianism commanded a greater following some 200 years later, during the time of Mencius, or Meng-tzu (371-289 BC). He was second only to Confucius himself in shaping Confucianism. His three main tenets were the basic good nature of human beings, the notion of society with a distinct distribution of functions, and the ruler’s obligation to the people. On the last point, Mencius elaborated on the concept of the mandate of heaven, which allows that rulers lose support of heaven when they cease to be virtuous. The concept served as the basis of revolts in China and the succession of new rulers. MENICIUS MENG-TZU The `Meng-tzu’, meaning â€Å"Master Meng,† was written by the philosopher Mencius (a Latinized form of the name Meng-tzu) in the 4th century BC. The work earned for its author the title of â€Å"second sage† in China. The book deals with government and asserts that the welfare of the people comes before all else. When a king no longer is good to the people, he should be removed–by revolution if necessary. Mencius, like Confucius, declared that filial piety was the foundation of society. One unusual doctrine that Mencius supported was that of the natural goodness of mankind, for which he found proof in the natural love children have for their parents. Two other philosophies that have had an enduring influence on Chinese thought are Taoism and Legalism. Taoism gave the Chinese an alternative to Confucianism–passivity and escape to nature–while Legalism provided the Chinese state with one of its basic doctrines. *TAOISM In the Chinese language the word tao means â€Å"way,† indicating a way of thought or life. There have been several such ways in China’s long history, including Confucianism and Buddhism. In about the 6th century BC, under the influence of ideas credited to a man named Lao-tzu, Taoism became â€Å"the way†. like Confucianism, it has influenced every aspect of Chinese culture. Taoism began as a complex system of philosophical thought that could be indulged in by only a few individuals. In later centuries it emerged, perhaps under the influence of Buddhism, as a communal religion. It later evolved as a popular folk religion. Philosophical Taoism speaks of a permanent Tao in the way that some Western religions speak of God. The Tao is considered unnamed and unknowable, the essential unifying element of all that is. Everything is basically one despite the appearance of differences. Because all is one, matters of good and evil and of true or false, as well as differing opinions, can only arise when people lose sight of the oneness and think that their private beliefs are absolutely true. This can be likened to a person looking out a small window and thinking he sees the whole world, when all he sees is one small portion of it. Because all is one, life and death merge into each other as do the seasons of the year. They are not in opposition to one another but are only two aspects of a single reality. The life of the individual comes from the one and goes back into it. The goal of life for a Taoist is to cultivate a mystical relationship to the Tao. Adherents therefore avoid dispersing their energies through the pursuit of wealth, power, or knowledge. By shunning every earthly distraction, the Taoist is able to concentrate on life itself. The longer the adherent’s life, the more saintly the person is presumed to have become. Eventually the hope is to become immortal. LAO-TZU (604? -531? BC). Some people believe that only one man, Lao-tzu, wrote the most translated work in all the literature of China, the `Lao-Tzu’ (also called `Tao-te Ching’). The book is the earliest document in the history of Taoism (â€Å"the Way†), one of the major philosophical-religious traditions that, along with Confucianism, has shaped Chinese life and thought for more than 2,000 years. It is a viewpoint that emphasizes individuality, freedom, simplicity, mysticism, and naturalness. (See Confucius) Knowledge of Lao-tzu is so scarce that only legends remain. His earliest biographer, who wrote in about 100 BC, relates that Lao-tzu lived in the district of Hu in present-day Henan Province during the Chou Dynasty (1122-221 BC). Presumably he worked in astrology and divination at the court of the emperor. The biographer tells of a meeting of Lao-tzu with the younger Confucius, which would mean Lao-tzu lived in about 500 BC. Another story says that he left China during the decline of the Chou Dynasty, and on his way west wrote the `Tao-te Ching’, after which he disappeared. He was worshipped as an Imperial ancestor during the T’ang Dynasty (618-907). Scholars today believe that the book cannot have been written by one man. Some of the sayings in it may date from the time of Confucius, while others are from a later period. It is possible that the name Lao-tzu represents a type of scholar and wise man, rather than one individual. `Tao-te Ching’ The `Tao-te Ching’, meaning â€Å"Classic of the Way of Power,† is one of the great works of ancient China not included among the Confucian Classics. The presumed author, Lao-tzu, is considered to be the founder of Taoism. He may have been alive at the same time as Confucius but older. The book is not only significant philosophically, but it is also one of the most sacred scriptures of the Taoist religion. (See Lao-tzu) CHUANG-TZU (4th century BC), Chinese philosopher, author, and teacher; classic work bears his name; influential in development of Chinese philosophy and religious thought; interpreted Taoism (from tao, â€Å"way†) differently from Lao-tzu; Chuang-tzu taught that wise people accept the ebb and flow of life without attempting to challenge it; true enlightenment involves freeing oneself of traditions and personal goals that stand in the way of the mysterious, all-encompassing Tao. Communal religious Taoism is quite distinct from its philosophical counterpart. It emphasizes moral teachings and collective ceremonies. Good moral conduct is rewarded with health and long life, while bad conduct results in disease, death, and suffering in the afterlife. There is an array of gods who are administrators of the universe, of which they are a part. From these gods come revelations of sacred texts. There is an order of married priests who live in the communities they serve and perform exorcisms and complex rituals. Folk religion Taoism is part of the everyday lives of the people. The gods are intimately connected with each individual’s life as bringers of calamities or givers of bountiful gifts. Each object of daily life has its presiding spirit that must be consulted and appeased. All types of Taoism have in common the quest for a harmonious, well-ordered universe. They emphasize the individual’s and the group’s need for unity through mysticism, magic, and ceremony. *LEGALISM *BUDDHISM Although Buddhism first entered China from India during the Later Han, in the time of Han Ming Ti (AD 58-76), it did not become popular until the end of the 3rd century. The prevailing disorders, aggravated by barbarian invasions and the flight of northern Chinese to the south, heightened the attraction of Buddhism with its promise of personal salvation, despite its lack of affinity with the society-oriented thought of the Chinese. Buddhism was founded by Siddhartha Gautama, the Buddha, a prince of the Sakya kingdom on the borders of what are now India and Nepal and a contemporary of Confucius. Intent on finding relief for human suffering, he received a moment of enlightenment while meditating under a Bo tree. The Buddha taught that desires are the source of pain, and that by overcoming desires, pain can be eliminated. To this end, he advocated meditation and pursuing the Eightfold Path, similar to the Ten Commandments of Judaism and Christianity. The objective was to reach Nirvana, the condition of serenity of spirit, where all cravings, strife, and pain have been overcome, giving way to a merging of the spirit with eternal harmony. At an early stage of its development, Buddhism split into two major trends, Mahayana (Greater Vehicle) and Hinayana (Lesser Vehicle). Hinayana remained closer to the original Buddhism and is still the religion of the Southeast Asian countries. The Buddhism of China, Korea, Japan, Nepal, Tibet, and Vietnam, however, stems largely from Mahayana. Mahayana Buddhism contained more popular elements, such as belief in repetitive prayers, heaven and deities–bodhisattvas–who would help people gain salvation. It also readily adapted to the land and people it converted. In China, it split into several schools, including Ch’an (Zen in Japan), T’ien-t’ai (Tendai in Japan), and Pure Land. Ch’an [or Zen] Buddhism Through his popular book `The Way of Zen’ (1957), the British-born American philosopher Alan Watts introduced Americans to the Zen school of Buddhism, which has a long tradition of development in China and Japan. Zen (Ch’an in Chinese) is a Japanese term meaning â€Å"meditation. † It is a major school of Japanese Buddhism that claims to transmit the spirit of Buddhism, or the total enlightenment as achieved by the founder of the religion, the Buddha (See Buddha; Buddhism). Zen has its basis in the conviction that the world and its components are not many things. They are, rather, one reality. The one is part of a larger wholeness to which some people assign the name of God. Reason, by analyzing the diversity of the world, obscures this oneness. It can be apprehended by the nonrational part of the mind–the intuition. Enlightenment about the nature of reality comes not by rational examination but through meditation. Meditation has been an integral part of Buddhism from the beginning. Nevertheless, a school of meditation grew up in India and was taken to China by Bodhidharma about AD 520. When the meditation school arrived in China, it had a strong foundation on which to build: Taoism, the ancient Chinese religion (See Taoism). This religion is based on the idea that there is one underlying reality called the Tao. Taoists, like the followers of the meditation school, exalted intuition over reason. This Taoist tradition was easily absorbed by the Chinese meditation school, the Ch’an. Within two centuries the meditation school had divided into two factions: Northern Ch’an and Southern Ch’an. The northern school, a short-lived affair, insisted on a doctrine of gradual enlightenment. The southern school, which became dominant, held to a doctrine of instantaneous enlightenment. The southern school evolved under the powerful influence of Hui-neng (638-713), who is recognized as the sixth great patriarch of Zen and the founder of its modern interpretation. In a sermon recorded as the â€Å"Platform Scripture of the Sixth Patriarch,† he taught that all people possess the Buddha nature and that one’s nature (before and after being born) is originally pure. Instead of undertaking a variety of religious obligations to seek salvation, one should discover one’s own nature. The traditional way to do this, sitting in meditation, is useless. If one perceives one’s own nature, enlightenment will follow suddenly. The goal of adherents of the southern Ch’an is to gain transcendental, or highest, wisdom from the depths of one’s unconscious, where it lies dormant. Ch’an tries to attain enlightenment without the aid of common religious observances: study, scriptures, ceremonies, or good deeds. Reaching the highest wisdom comes as a breakthrough in everyday logical thought. Followers are urged to find within themselves the answer to any question raised within because the answer is believed to be found where the question originates. Training in the methods of meditation leading to such an enlightenment is best transmitted from master to disciple. Ch’an flourished in China during the T’ang and Sung dynasties (960-1279), and its influences were strongly felt in literature and painting. Ch’an declined during the Ming era (1141-1215), when Ch’an masters took up the practice of trying to harmonize meditation with the study of traditional scriptures. Meanwhile, sects of Zen had been transplanted to Japan. The Rinzai school was taken there in 1191 by the priest Enzai (1141-1215), and the Soto tradition arrived in 1227, taken there by Dogen (1200-53), the most revered figure in Japanese Zen. These schools had their origin in China during the 9th century, when Ch’an divided into five sects that differed from each other in minor ways. The Rinzai sect evolved from the work of Lin-chi (died 866), who was an exponent of sudden enlightenment. The Soto was founded by Liang-chieh (died 869) and Pen-chi (died 901). The Soto stressed quiet sitting in meditation to await enlightenment. A third group, the Obaku, was established in 1654. The Obaku school is closer to the Rinzai tradition except for its emphasis on invoking the name of Buddha. Zen gained an enthusiastic following among the Samurai warrior class and became in effect the state religion in the 14th and 15th centuries. In the 16th century Zen priests were diplomats and administrators, and they enhanced cultural life as well. Under their influence literature, art, the cult of the tea ceremony, and the No drama developed. The focal point of Zen is the monastery, where masters and pupils interact in the search for enlightenment. A newcomer arrives at a monastery with a certificate showing that he is a regularly ordained disciple of a priest. He is at first refused entry. Finally being admitted, he spends a few days of probation being interviewed by his master. When he is accepted he is initiated into the community life of humility, labor, service, prayer and gratitude, and meditation. 2. Communication Style of Chinese people There are many things that you should know about the communication style of the Chinese people. They are really care with the appearance, behavior and the way we communicate to them since it will show them our status, are we coming from the lower economic status or high economic status or even more we are coming from the King’s ancestor or just an ordinary people. It is all can be seen from the way we communicate so it become so important according to Chinese people. Please find below the detail in each topic of the communication style of Chinese people: Appearance Appearance is quite important for Chinese people or even Asian, they sometimes judge people from their first sight (Dresser,1996). †¢ Conservative suits for men with subtle colors are the norm. †¢ Women should avoid high heels and short sleeved blouses. The Chinese frown on women who display too much. †¢ Subtle, neutral colors should be worn by both men and women. †¢ Casual dress should be conservative as well. †¢ Men and women can wear jeans. However, jeans are not acceptable for business meetings. †¢ Revealing clothing for women is considered offensive to Chinese businessmen. Behavior Some of the behavior or gestures are mentioned as follows (Axtel,1998) : †¢ Do not use large hand movements. The Chinese do not speak with their hands. Your movements may be distracting to your host. †¢ Personal contact must be avoided at all cost. It is highly inappropriate for a man to touch a woman in public. †¢ Do not point when speaking. To point do not use your index finger, use an open palm. †¢ It is considered improper to put your hand in your mouth. Avoid acts that involve the mouth. †¢ Gift giving is a very delicate issue in China. It is illegal to give gifts to government official however; it has become more commonplace in the business world. It is more acceptable to give gifts either in private or to a group as a whole to avoid embarrassment. The most acceptable gift is a banquet. Quality writing pens as considered favored gifts. The following gifts and/or colors are associated with death and should not be given: – Clocks – Straw sandals – A stork or crane – Handkerchiefs – Anything white, blue or black †¢ Always arrive on time or early if you are the guest. †¢ Do not discuss business at meals. †¢ Do not start to eat or drink prior to the host. †¢ As a cultural courtesy, you should taste all the dishes you are offered. †¢ Sample meals only, there may be several courses. †¢ Never place your chopsticks straight up in your bowl. By placing your sticks upright in your bowl your will remind your host of joss sticks which connotes death. †¢ Do not drop the chopsticks it is considered bad luck. †¢ Do not eat all of your meal. If you eat all of your meal, the Chinese will assume you did not receive enough food and are still hungry. †¢ Women do not usually drink at meals. †¢ Tipping is considered insulting, however the practice is becoming more common. Communications †¢ Bowing or nodding is the common greeting; however, you may be offered a handshake. Wait for the Chinese to offer their hand first. (Morris, 2003). †¢ Applause is common when greeting a crowd; the same is expected in return. †¢ Introductions are formal. Use formal titles. †¢ Often times Chinese will use a nickname to assist Westerners. †¢ Being on time is vital in China. †¢ Appointments are a must for business. †¢ Contacts should be made prior to your trip. †¢ Bring several copies of all written documents for your meetings. †¢ The decision making process is slow. You should not expect to conclude your business swiftly. †¢ Many Chinese will want to consult with the stars or wait for a lucky day before they make a decision. †¢ Present and receive cards with both hands. †¢ Never write on a business card or put it in your wallet or pocket. Carry a small card case. †¢ The most important member of your company or group should lead important meetings. Chinese value rank and status. †¢ Develop a working knowledge of Chinese culture. †¢ Allow the Chinese to leave a meeting first. 3. Communication style when interacting with people from a Different Culture When we do the communication with other people with different culture we expect them to follow our rules especially when we are talking to older people. But sometimes for teenagers or younger people they would like to adapt the communication styles according to the people’s culture he/she talking with. Chinese people is very famous for their good personality traits, in this case they are really diligent and always try to give the best and also sometimes very brave to take any action compares to those who are coming from the west. They would do directly what they consider the thing is right or correct this can be seen in the way they sell things, they open their store and etc. If you are coming from the west you need to understand what the people from the east thinking about. Below are the patterns of Eastern and Western people that we can analyze and use to communicate with them. You can find out that western people will look like they are more individual compares to the eastern people.