The Persuasive Message Assignment Example | Topics and Well Written Essays - 250 words

The Persuasive Message - Assignment Example During the Reclassification Program, six extra workers were transferred to my department from Public Relations department (two employees) and from Financial Monitoring department (four employees), and made work under six experienced workers. However, extra workplaces for employees on reclassification have never been specifically prepared and equipped due to their new positions. New workers of External Relations department have stayed on their previous workplaces in Public Relations department and Financial Monitoring department on a fourth floor, room 403 and 404 correspondently. Due to the nature of reclassification process, extra workers tend to experience problems and seek the advice of experienced personnel who they were made to work upon, and experienced workers often have to leave their workplaces and go on a fourth floor to consult new workers. Conversely, new workers have to go on a second floor to receive the qualified advice. Therefore, despite the encouraging first statist ical results of the Reclassification Program, I’m forced to ask you to reconsider working conditions of External Relations department and consolidate both its qualified and new workers within a single floor and a single

The Role Of The Entrepreneur

The Role Of The Entrepreneur Previous studies have highlighted the changes by OECD countries from large companies consisting of mass production to smaller companies focusing on knowledge, initiative and flexibility. According to Karlsson et al, this change appears to have taken place from the mid-1970s to the early 1990s. (Karlsson et al., 2004; Acs, 1996 and 1999; Acs and Audretsch, 2001; Audretsch and Thurik, 1997 and 2001; Audretsch et al, 2002) The large managed economies invested in production, distribution and management. (Chandler, 1990) A large distributional network meant the products could reach large market. The smaller entrepreneurial economies focus on knowledge and flexibility as part of production. (Karlsson et al., 2004) Karlsson et al highlights the factors that caused the change from a managed economy to an entrepreneurial economy such as increased global competition, changes in demand and demographics, intensified uncertainty and new technologies. (Karlsson et al., 2004) Definition of Entrepreneurship The name Entrepreneur can be used very vaguely as it can cover a number of different roles. Thurik and Wennekers identified up to thirteen roles that the entrepreneur can be responsible for: The person who assumes the risk associated with uncertainty The supplier of financial capital An innovator A decision maker An industrial leader A manager An organiser and coordinator of economic resources The owner of an enterprise An employer of factors of production A contractor An arbitrageur An allocator of resources among alternative uses The person who realises a start-up of a new business (Thurik Wennekers, 1999) After much studying regarding the history of entrepreneurship and the economy, Hà ©bert and Link came up with the following definition for the entrepreneur: The entrepreneur is someone who specialises in taking responsibility for and making judgemental decisions that affect the location, form, and the use of goods, resources, or institutions. Thurik and Wennekers then came up with the following definition of entrepreneurship, with the help of Hà ©bert and Link (1989), Bull and Willard (1993) and Lumpkin and Dess (1996): Entrepreneurship is the manifest ability and willingness of individuals, on their own, in teams, within and outside existing organisations, to: perceive and create new economic opportunities (new products, new production methods, new organisational schemes and new product market combinations) and to introduce their ideas in the market, in the face of uncertainty and other obstacles, by making decisions on location, form and the use of resources and institutions. (Thurik and Wennekers, 1999) The Global Entrepreneurship Monitor (GEM) defines entrepreneurship as: Any attempt at new business or venture creation, such as self employment, a new business organisation, or the expansion of an existing business organisation by an individual, teams of individuals, or established businesses. (GEM, 2002) Invest NI simply defines entrepreneurship as: Someone who pursues business opportunities beyond known resources to create wealth. (Invest NI) History of Entrepreneurship Entrepreneurship and Economic Growth Theories Thurik and Wennekers split the historical entrepreneurial theories into three traditions: German tradition of von Thà ¼nen, Schumpter and Baumol Entrepreneur is the creator of instability and creative destruction. (Neo-)classical tradition of Marshall, Knight and Schultz Helps markets reach an equilibrium by carrying out entrepreneurial activities. Austrian tradition of Menger, von Mises and Kirzner The ability of the entrepreneur to realise opportunities for profit. Helps satisfy needs or improve market inefficiencies and deficiencies. Thurik and Wennekers attribute economic growth through entrepreneurship to three main entrepreneurial activities, enhanced competition, innovations and employment growth through firm start-ups. The following table, created by Thurik and Wennekers, shows the various schools of growth theory with the role of entrepreneurship: Growth Theories Neo-Classical Growth Theories Schumpeter/ Baumol Theory Karlsson et al highlights that the German traditions of Schumpeter in 1934 and Baumol in 1968, shows the entrepreneur as an innovator and inspirer, the implementer of creative destruction, creating instability, disequilibria and economic development. (Karlsson et al., 2004) A model by Aghion and Howitt tries to explain how creative destruction works. The Research and Development sector invents new production techniques, putting other techniques beyond use. As this new technique is used, the innovators are rewarded until a new technique superseeds his invention. (Aghion and Howitt, 1992; Thurik and Wennekers, 1999) Neo-Classical Theory While there have been a number of neoclassical growth models created over the years, the main one to have an impact has been that of Robert Solow in 1956. One of his main conclusions was that the accumulation of capital cannot account for historic growth per capita, nor the differences in international per capita output. Karlsson et al explains that the model is built where output is a function of capital and effective labour, where effective labour includes the knowledge and effectiveness of the labour force. Output therefore increases if either capital or effective labour increase, and with given levels of capital and labour, the only way growth can occur is through the expansion of knowledge, being the advancement of technology. The economy will eventually reach equilibrium, where output, capital and effective labour will all grow at a constant rate. This rate of growth is determined by the advances in technology. With this theory by Solow, the entrepreneur does not exist. Austrian Theory The Austrian Theory is where the entrepreneur spots an area of disequilibrium and attempts to profit from this situation by improving on the inefficiencies and deficiencies in the market. (Kirzner, 1973) Holcombe (1998) and Minniti (1999) agree that in order for opportunities to become available, they have to have been created by other entrepreneurs. Quite simply put by Karlsson et al, entrepreneurship generates more entrepreneurship. (Karlsson, 2004; Holcombe, 1998; Minniti, 1999) Endogenous Growth Theories (New Growth Theory) The Endogenous Growth Theory or New Growth Theory was developed in the 1980s as a response to the basic Neoclassical Theory of Growth. Many believe that the problem with the Neoclassical theories is that as growth is determined through the levels of technological changes, there is very little relating to the factors that affect technological progress. Romer (1986, 1990) and Lucas (1988) were responsible for the early development of this concept. (Hoque) It appears that generally within the endogenous models such as Romer (1986, 1990) and Lucas(1988), the entrepreneur does not hold a central role, however, Grossman and Helpman (1991) suggest that all Research and Development and investment decisions are made by forward-looking profit maximising entrepreneurs. (Karlsson et al, 2004; Grossman and Helpman, 1991) Hoque goes on to suggest that output and growth are dependent on the internal variable saving rate, which is converted into human capital investment used for innovating new ideas and methods. This variable saving rate allows for technological progress, resulting in the long-term growth of the economy. The endogenous growth theory focuses on a number of factors, including education, knowledge, research, training and experience. These factors help for growth and lead to innovation. Hoque mentions two types of innovation: Horizontal Innovation The Research Sector develops a variety of goods leading to a spillover effect on the economy. These goods can be patented and sold to the immediate goods sector who then have a monopoly power on each design and can therefore earn a monopoly return. Vertical Innovation This is where improvements are made to existing products, leading to a temporary increase in productivity and a sustainable increase in output growth. East Asian Miracle: 1965 1990 Thurik and Wennekers (1999) refers to the economic growth of East Asian countries in the past decade. These eight countries are referred to as the High-Performing Asian Economies (HPAEs) and include the Republic of Korea, Taiwan, Singapore, Hong Kong, Japan, Indonesia, Malaysia and Thailand. During the period of 1965 to 1990, they experienced an average GNP growth rate per capita of 5.5%. This growth can be taken from both exports of goods, as well as domestic demand. A number of public policies led to growing physical and human capital, the allocation of resources to productive investment and the gathering and perfecting of technology. Thurik and Wennekers, however, state that the innovation, private investment and marketing does not necessarily come from entrepreneurial activity and there is no obvious proof of an increase in entrepreneurship. Phelps commented on the paper by Mankiw (1995), claiming that with such an increase in human capital, entrepreneurship must be the reason, helped by the governments. Porter (1990) has also supported this viewed when writing about Emerging Korea in which he states two factors, being the willingness to take risks and the intensity of competition. Entrepreneurship and the Competitive Advantage of Nations An analysis by Porter (1990) was conducted in order to highlight the factors or conditions and determine the competitive strength of nations. Porters model was made up of four sets of factors in what was called the diamond model. Thurik and Wennekers describe these determinants below: Factor Conditions Porter distinguishes basic factors (e.g. natural resources and cheap, unskilled labour) from advanced factors (highly skilled personnel, modern networks infrastructure); Demand Conditions These have three main elements: the nature of buyer needs (e.g. sophisticated instead of basic), the size and the pattern of growth and the existence of mechanisms by which a nations domestic preferences are transmitted to foreign markets; Related and Supporting Industries The presence of internationally competitive supplier and related industries stimulates rivalry and partial cooperation; The Structure and Culture of Domestic Rivalry This encompasses a wide scope such as opportunities provided to possible new entrants, the nature of competition between incumbent firms, dominant business strategies and management practices. (Thurik and Wennekers) This diamond model is summed up by Porter (1990) as, Invention and entrepreneurship are at the heart of national advantage. With this model, Porter suggests that innovation comes directly from entrepreneurship. As well as this, he claims that international competitiveness is a vital link between entrepreneurship (innovation) and economic growth, with domestic rivalry being important in leading to international competitiveness. He also mentions that entrepreneurship is not a trait associated with smaller firms. (Thurik and Wennekers, 1999) Evolutionary Economics The concept of this theory is that each individual has a set of routines, which gradually evolve. These routines are tested in the market environment and due to natural selection, the most suitable one survives. (Karlsson et al., 2004) In this model, each individual has entrepreneurial spirit, human capital and venture capital. (Grebel et al., 2001) Eliasson (1994) mentions that in order for a firm to survive, competence is the most important factor and that accumulation of competence is the determinant of success. This was also backed up by a study conducted by Eliasson and Braunerhjelm (1998), claiming that economic growth stems from human-embodied tacit competencies. (Karlsson et al., 2004) Linking Entrepreneurial Activities to Economic Growth Competition Within the U.S., Acs (1996) suggests that employment growth is due to the increased competition. Geroski (1994) agrees that competition is important by stating that competition plays a significant role in stimulating productivity, with both new firms and new ideas provoking movements to, and outwards movements of, the production frontier which, the data suggest would not have occurred in their absence. Gort and Sung (1999) conclude that an increase in competition will lead to an increase in efficiency. This competition will affect efficiency in four ways: Greater incentive to stimulate demand Higher quality of capital inputs Lower monitoring costs Greater efficiency of firm-specific organisational capital and rivalry leading to innovation Dennis (1995) mentions how competition stimulates some people, but not everyone. These people will try to find a better and more profitable way of doing things in order to maintain or improve their position in the market. These people have chosen innovation rather than working harder. (Dennis, 1995; However, he also mentions how there are policy-imposed limits on competition which vary from country to country, giving the example that the U.S Postal Service who are owned by the government, are the only company allowed to deliver first class mail. This can allow a monopoly to form over a certain market and prevent competition occurring. Innovation The innovative activity of small firms has a different level of importance depending on the type of sector a firm is involved in. (Acs and Audretsch, 2001) Baldwin and Johnson (1999) mention a number of small firms in which innovation is important including electronics, instruments, medical equipment, steel and biotechnology. Acs (1996) goes further than this by calculating the number of innovations per 1000 employees in different industry sectors. When this measure was carried out in 1982 in the U.S., it was found that firms with less than 500 employees produced more innovations in fields such as electronic computing equipment, process control instruments, electronic components, engineering and scientific instruments and plastic products. (Karlsson et al., 2004) In studies conducted by Acs et al (1994), as well as Audretsch and Vivarelli (1996), it was found that innovations by small firms was greater if the firms were close to Universities. This shows the effect of education on innovation. Other studies have found that small firms are more likely to innovate in unexplored areas of technology, with the larger companies focusing on more established areas. (Acs, 1999) Rothwell and Zegveld found that all outputs from the UK which they studied were radical breakthroughs, with only 27% of U.S. firms producing these radical breakthroughs, 30% as major technological shifts and 37% as improvement type innovations. (Rothwell and Zegveld, 1982; Karlsson, 2004) Ernst and Young make a number of observations with regards innovation and entrepreneurship: Theres no time like a downturn to take advantage of entrepreneurial thinking A recent Ernst and Young survey found that the majority of entrepreneurs saw the economic slowdown as the perfect time to explore new opportunities. More than half of the companies on the 2009 Fortune 500 list were founded during a recession or bear market. The market leaders of today are not necessary the market leaders of tomorrow Entrepreneurial enterprises grow quickly, replacing the market share of many dominant corporations. Innovation can, and often must be, disruptive Disruptive innovation is often the turning point for business in an industry undergoing significant change. (Christensen, 1997) Applegate states, Disruptions in the business environment cause economic shifts that destabilise industries, companies and even countries. They allow new entrants or forward thinking established players to introduce innovations in products, markets, or processes that transform the way companies do business and consumers behave. (Applegate, 2007) She goes on to mention a number of factors which companies must consider when faced with disruptive business conditions: Technology Important emerging technologies and how they are being used by others to help create an advantage. Business Models New business models need to be created or adapted to help improve how business is done. Industry Dynamics Fragmented industries where significant value can be delivered through consolidation. Globalisation Adapt to how companies in another part of the world perform. Regulatory, macroeconomic, political and societal factors Changes in regulations, political power and society that disrupt major companies, providing opportunities for new companies. (Applegate, 2007) Never too big to be an entrepreneur Large firms are often weighed down by institutional structures that may see unconventional ideas or strategies as impractical or threatening. However, they can still innovate successfully by building and sustaining innovation-oriented cultures. Large companies have found that in addition to internal research, they can seek innovation through partnerships, joint ventures, licensing and investing in up and coming companies. Government policies that encourage entrepreneurship are most likely to result in increased innovation A 2009 report from the Ernst and Young Conference Board states, Policies that protect firms or industries can result in reduced incentives for entrepreneurs to invest in innovative ideas and for large firms to invest in Research and Development because they no longer face the competitive pressure to constantly improve their product in order to improve (or maintain) their market share. Ernst and Young highlight that the governments which are viewed as most effective when they stay out of the business sectors way, play an important role in helping the engines of growth which are entrepreneurs. They also highlight some ways in which the government can help: Strengthen and invest in education systems Encourage businesses to connect with global, cross-border markets Cultivate confidence in capital markets Simplify procedures and requirements Champion robust Research and Development programs Allow for failure Encourage sound public/private partnerships Make the tax framework friendly to innovation (Ernst and Young, 2009) Industrial Structure, Start-ups and Job Creation When it comes to the differences between large and small firms, Carree and Thurik (1998), as well as Vosloo (1994) highlight a number of advantages in smaller firms. Mentioned is the fact that a greater number of smaller firms dispersed geographically allow for customers to cut travelling distances. As well as this, variety can only be created by small firms and the entrepreneur running the firm is more likely to be energetic and motivational. Vosloo highlights advantages of small firms in developing economies, such as less capital per worker on average, higher likelihood of innovation per employee, greater flexibility, higher growth and job creation rates, as well as being able to serve a more niche market. Studies by both Audretsch et al (2002), as well as Carree and Thurik (1998), have found that on average, the employment share of large firms had a negative effect on growth of output and that smaller firms have helped economic growth. With regards to Germany, Wengenroth (1999) concluded that Small business was the catalyst of industrial growth in providing the background of skills and services which alone made possible the mass consumption of industrial product. Davis et al (1996) mentions that the entrepreneurship in start-ups makes a smaller contribution to job growth than expansion of existing firms in the U.S. This is also backed by a study conducted by Bednarzik (2000). It has to be noted however, that smaller firms have a higher gross job creation, with larger firms providing more in terms of net job creation. Carree and Klomp (1996) dispute this claim from Davis et al, arguing that relative to employment share, small firms created more net jobs relative to employment share. (Karlsson, 2004) What has regularly been found is that small firms can have a volatile job situation, with plenty of job growth, but also a lot of job destruction. Investec, a UK asset management group, have predicted a large number of job losses within the public sector with the hope that entrepreneurship will offset this. Their research also found that two thirds of Britains entrepreneurs expect to increase employment, with only 8% expecting job losses. (Investec, 2010) Ed Cottrell, from Investec Private Bank highlighted what is required by the new Coalition Government in the UK. With a new government formed, severe spending cuts will have to be enforced to help tackle the countrys debts, and this could lead to job losses, especially in the public sector. We need to make sure that entrepreneurs, which are the lifeblood of our economy, are properly incentivised to grow their operations and therefore hire more people. Philip Shaw, the chief economist at Investec Bank added, Entrepreneurs look for an environment that provides them with opportunity, reward and a flexible environment to operate in. They also look for stability and support, be that from the banks or the government, and it is in the best interest of the economy to provide this to them. (Investec, 2010) Entrepreneurship and Large Firms Entrepreneurial activity is not limited to small firms. Corporate entrepreneurship occurs in large organisations with Drucker (1985) claiming that they will not survive unless they acquire entrepreneurial competence. Stopford and Baden-Fuller (1994) explain that there are three types of corporate entrepreneurship: Creation of new businesses within an organisation often referred to as intrapreneurship. Transformation or strategic renewal of existing organisations. Carrying out an innovation that essentially alters the industry. (Stopford and Baden-Fuller, 1994) He also highlights five attributes common with corporate entrepreneurship: Proactiveness Aspirations beyond current ability Team orientation Capability to resolve dilemmas Learning capacity Stevenson and Jarillo (1990) refer to corporations acting entrepreneurially, pursuing opportunity, whether through specific company structures or not, constitutes the core of entrepreneurship, both individual and corporate. They highlight how dependant management are on the individuals within a firm to create this corporate entrepreneurship. Bridge et al (1998) highlight the difference between inventors and intrapreneurship. Inventors are usually individuals, but intrapreneurship is frequently carried out by groups or teams. Thurik and Wennekers (1999) concludes by stating that corporate entrepreneurship plays an essential role in the process of strategic renewal of large and incumbent firms. In the short-term, corporate entrepreneurship can occur at the same time as downsizing and the loss of jobs, however, in the long-term, it enhances competitiveness and leads to sales growth. Thurik and Wennekers (1999) also mention how studies have shown that there seems to be a strong evidence to support a positive impact of corporate entrepreneurship on economic growth. They created a table to show the differences between individual and corporate entrepreneurship: Figure 2 Individual and Corporate Entrepreneurship According to Cole and Neumayer (2003), neoclassical growth theory predicts that poor economies grow faster than rich economies. This is taken from the theory that if all economies are assumed to have the same steady state, then the only difference between countries is the initial level of capital and poor economies will grow faster as they are further away from their steady state. Measuring Entrepreneurship GEM (Global Entrepreneurship Monitor) The Global Entrepreneurship Monitor is a global measure of entrepreneurial activity to assist in entrepreneurship policy research. The project has now been running for 12 years and covers over 34 countries worldwide. GEM aims to fulfil a number of research questions similar to this dissertation: How much entrepreneurial activity is taking place in each county? Why do levels of entrepreneurial activity differ between countries/regions? What are the links between entrepreneurial activity and economic growth and productivity? Surveys conducted by GEM are used to collect information on different types of businesses at a range of entrepreneurial activity. These three business types are: Start-ups Young businesses Establishes businesses Research from GEM continues to associate a positive correlation between start-up activity and economic development, highlighting key indicators of entrepreneurial capacity and tendencies. A Background to Northern Ireland Northern Ireland is one of four countries located in the United Kingdom. With a population of 1.7 million people as of 2004, it is the smallest of these countries. (UK Statistics Authority, 2004) Traditionally, Northern Ireland has been known for having an industrial economy, for example, in the shipbuilding and textiles businesses. This has since been replaced by the services industry. For example, Harland and Wolff, a shipbuilder located in Northern Ireland, once employed around 35,000 people. Nowadays, there are only around 500 employees focused on the repairing of oil platforms and the assembly of wind turbines. Northern Ireland has for a long time suffered from a troubled past, with the most recent referred to as The Troubles. This has been dated from the late 1960s to the signing of the Good Friday Agreement in 1998. (Aughey, 2005) During this time, threats of bombings, the high cost of security and the lack of a stable market, meant large companies were reluctant to invest. This also drove away many of the existing businesses. (Rowthorn Wayne, 1988) Confidence gradually built up within Northern Ireland since the mid 1990s, when many paramilitary groups initiated cease fires and political parties began to work together. However, the signing of the Good Friday Agreement in 1998 proved to the rest of the world that the majority of Northern Ireland were willing to move on from the troubled past. Twelve years on and unemployment has fallen sharply, as well as many people immigrating to Northern Ireland from other EU countries. (BBC, 2008) The current rate of unemployment stands at 6.8%, amongst one of the lowest of the regions in the United Kingdom, compared with a peak in 1986 of 17.2%. (DETINI, 2010) (BBC, 2001) Entrepreneurship within Northern Ireland Previous research into the effect of entrepreneurial activity on economic growth by organisations such as the Global Entrepreneurship Monitor (GEM) and the Organisation for Economic Co-operation and Development (OECD), have shown a direct correlation. (Hegarty, 2006) According to the GEM survey in 2009, Northern Ireland was ranked 9th out of 12 UK regions for Total Entrepreneurial Activity (TEA). There has still, however, been a rise in the TEA rate since 2002, despite the impact of the economic recession. (GEM, 2009) Figure 1 below shows the change in Total Entrepreneurial Activity since 2002: Figure 3 Total Entrepreneurial Activity in Northern Ireland and the UK (2002 2009) (GEM APS) This TEA value is calculated using the percentage of early-stage entrepreneurial activity among the adult population, aged 18 64 years. (Pfeifer and Sarlija, 2010) In order to qualify and be included in the TEA value, respondents have to be involved in either: Nascent Ventures The firms generally referred to as start-ups. Any respondent actively involved in creating a new business that they would own or part of and had not paid any salaries or wages to anyone for more than three months. Young Businesses More established, owner-manager businesses but have not been paying salaries for more than 42 months. Lee et al explains that there are two academic approaches to categorise entrepreneurship. The first way is to focus on the entrepreneurs and understand why they chose to start a new business and be an entrepreneur. The second way is to study regional variation in the formation of new businesses. (Lee et al., 2004) For this study, both approaches will be used. A number of factors can be studied in order to determine how entrepreneurship affects economic growth. Storey (1994) focused on factors such as personality, human capital and ethnic origin whereas Evans and Leighton (1990) focused more on factors such as educational attainment and work experience. Previous research has linked a higher educational attainment with new business formation. (Evans and Leighton, 1990) Evans and Leighton also found that men with greater financial resources and greater confidence in their ability are likely to be self-employed. (Evans and Leighton, 1989) Regional factors that affect birth rates of businesses include unemployment, population density, industrial clustering and the availability of financing. (Reynolds et al., 1994) Armington and Acs (2002) also highlighted factors such as income growth and population growth. Factors Affecting Entrepreneurship Gender Female entrepreneurial activity within Northern Ireland between 2002 and 2009 has been significantly below the UK average. In 2009, 2.4% of females were engaged in early stage entrepreneurial activity compared to the UK average of 3.7%. This value is also under a third of male entrepreneurial activity within Northern Ireland, which stands at 8%. Figure 2 shows the female early-stage entrepreneurial activity for Northern Ireland compared with that of the UK average. A report by Crimson Business Limited, highlighted possible reasons why women are less likely to be entrepreneurial than men: Under-capitalisation of ventures Low levels of self-confidence Visibility of appropriate role models The report indicates that these barriers to women becoming entrepreneurs needs to be overcome with greater support from the government. (Crimson Business Limited, 2006) These barriers are not seen globally however, with different parts of the world having different cultures and customs with regards the participation of women in the economic growth of countries. For example, in countries such as Tonga and Guatemala, women are more likely to be involved in early-stage entrepreneurial activity than men. (Bosma and Levie, 2009) Age In 2009, total entrepreneurial activity for those aged 18 24 in Northern Ireland was 2.3% of the adult population. This is compared with a UK average of 3.4%. Northern Ireland remains, as it has done in recent years, with a peak in total entrepreneurial activity between the ages of 25 and 34. A surprising decline in entrepreneurs between the ages of 35 and 44 has been seen in 2009, against the trend of the rest of the UK

Teaching Philosophy Essay -- Education Philosophy Papers

I believe that learning and teaching is an equal process between teachers and students. Teachers learn just as much from students as students learn from teachers. When I become a teacher, I will most likely adopt the philosophy of pragmatism. I believe that knowledge is an instrument for adapting to reality, and therefore is an essential part of life. I want to become an educator in order to motivate children to receive knowledge and use it to better their lives. I dream of helping young children learn to read and write and I anticipate the moment that they look up at me and smile because they understand. I want to be an educator because educators are the most important force in the working world today. Without educators, there would be no doctors to treat the ill, no lawyers to defend the innocent, and no policemen to protect us from harm. There would be no accountants, nurses, psychologists, there would be no one with professional educations and degrees without teachers. My classroom will be like a small community of learners. The students will sit at medium-sized tables. Each table will seat up to four students. This seating arrangement would allow group work and shared learning. I will establish and enforce a classroom management plan. On the first day of class, I plan to create a list of rules, with the students' help, which will be posted on the wall for reference. I will also type the rules up into a contract to be signed by both the student and the student's parent(s). If a student violates the rules I will review the contract with the student and give him/her a conduct cut, detention hall, send the child to the principal's office, or have a parent/teacher conference depending on the severity of the problem. I think... .... Available HTTP: http://www.aft.org/stand/previous/1994/051594.html [2001, December 11] Shanker, Albert (1996). Inclusion Can Hurt Everyone. Where We Stand [Online], 2 pgs. Available HTTP: http://www.aft.org/stand/previous/1996/042196.html [2001, December 11] Spencer, Diane L. (2001). [Personal interview with Diane Spencer, parent of a learning disabled child]. December 10, 2001. Including Students With Disabilities in General Education Classrooms (1993). ERIC Clearinghouse on Disabilities and Gifted Education (ERIC EC) [Online], 4 pgs. ERIC EC Digest #E521. Available HTTP: http://ldonline. com/ld_indepth/special_education/eric_e521.html. [2001, December 11] Will the Government Fund Its Commitment to Special Ed? (2000). Education World [Online], 3 pgs. Available HTTP: http://www.education-world.com/a_ issues/issues076/shtml [2001, December 11]

A Student Survival Guide Education Essay

This Student Survival Guide is a resource that will be utile to me as an Axia College pupil. The Guide will assist me form and optimise my college experience. The lone manner I can accomplish my dreams is to follow the clip line and pull off my clip sagely. I need to put action programs, utilize time-lines and compare them to what I accomplish in a twenty-four hours. This will convey consciousness and assist me unbend my hebdomad countries. To-Do lists along with short and long-run ends are the best manner to carry through what I set out for ; draw a bead oning to finish the dream of a grade. The best manner I found to maturate as pupil is by developing my reading comprehension and breaking my apprehension of the stuff in the long-run. Using my ain personality in-to my survey wonts will assist me better my reading velocity and comprehension of the stuff ; this will do it easier to recognize educational achievements. This survival usher is a resource that is valuable to me. It will as sist me to form and optimise my college experience. This Guide is a resource that is a functional tool. This resource is accessible and gives practical attacks excessively jobs and the resources available to Axia college pupils along with resources from the web. I need to retrieve refering my surveies, personality counts. The manner I express myself is through my personal surveies and composing manner, this is my personality and learning manner. â€Å" It is no inquiry that everyone learns otherwise. Did you know that your personality can reflect the manner you learn? Knowing your personality and natural inclinations in idiosyncrasies and the absorbing of information can impact your success in college † quotation mark from ( â€Å" Personality & A ; larning manners. † ) Knowing my strengths will assist me along the route to my educational success. 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Traveling my papers to a portable reader will do it easier for to analyze my chapters anyplace. I think the most of import thing to make is do usage of the resources and workshops available for my advantage. The University ‘s library offers legion resources to pupils. Write-point and plagiarism-checker, for illustration, these two tools are in the Center for Writing Excellence along with workshops, they help me fix written assignments by giving advice and reviews on ways to better my paper. Plagiarism-checker gives me a similarity index, comparing my work excessively other articles and documents for similarities. Important note to self, these two resources ar e of import I need to utilize them to subject the best work I can. I have enrolled in a workshop â€Å" Time and Stress Management. † this is an country I need betterment believe I will profit from this workshop. I have read and understand the Axia ‘s academic honestness policy and take the information really earnestly. I need to follow the regulations to be successful as a pupil. Some information sing plagiarism can be found in the university ‘s library. I will adhere to the guidelines at all clip to guarantee my success. One illustration of plagiarism: â€Å" Paraphrasing statements, paragraphs, or other organic structures of work without proper commendation utilizing person else ‘s thoughts, informations, linguistic communication, and/or statements without recognition. † ( â€Å" Students ‘ rights and duties, † ) . The best manner to avoid plagiarism wholly is create original work. Do n't copy person else ‘s work. I can make something original and if I find information or resources I find peculiarly helpful or enlightening, I will mention the information right and to the best of my ability in APA format. Part of making the best work I can, I need to continually endeavor to develope my reading comprehension and retaining that information for longer periods of times with pattern. The University of Phoenix gives me all the tools I need to be a booming pupil. The SQ3R Method is a good method to better your reading and keeping rate. I need to work on this method. I know how to utilize it ; sometimes I merely fail to utilize it wholly. I have a alone method for analyzing. I study text-books is wholly different from the manner I would travel about reading a novel. I mark up the text, reappraisal words in bold and so seek to happen cardinal information. I make maps of the general construct and so organize back uping and of import information around the cardinal thought when I analyzing college text editions, particularly when fixing to compose an essay. This is the best method and I need to utilize this individualized method and better upon it. The brainstorming session allows me to prioritise the content and visualise the contextual flow of the essay. The best manner to better reading ability is to merely pattern. I do n't hold pattern brand perfect, it merely mak es me better. Reading all the stuff presented by the teacher will assist me better me reading ability and assist me maintain gait with the lessons. The best manner to make this is to put ends. Short and long-run ends are what I am progressively trusting on. The short-run ends assist me pave the manner to carry throughing bigger things. I need to his tool for personal success. I found a utile resource for pull offing personal action programs, the templet found at the following web reference, â€Å" hypertext transfer protocol: //www.healthkey.com/hive/healthwise/media/pdf/hw/form_zx3175.pdf † this web PDF papers can function as a templet I can utilize to pattern and better my end scene and clip direction accomplishments. I besides like the resources found at www.mindtools.com. This reputable resource along with the college ‘s resources can assist me through my educational experience in many ways, the chief focal point being on ends, clip direction, and life programs. Pull offing clip sagely is an of import accomplishment. I can equilibrate my instruction with my personal life by keeping end lists and puting timelines. Keeping path of my accomplishments gives me motive as I complete more of the challenges and acquire closer to my ends. Thingss will come approximately and decelerate me down. When I find myself overwhelmed I can sit a listen to new age piano music for a few proceedingss and clear my head. This will assist me concentrate and avoid cachexia clip. Lodging to the agenda is the most of import facet of pull offing my clip sagely. I am including several on-line resources that I believe will assist me better my accomplishments and finally impel me toward my grade.

Developing Appropriate Teaching Strategies Essay

Developmentally appropriate practice (DAP) is a tool that teachers use to create active learning experiences in culturally diverse classrooms. Some issues that teachers may encounter are communication problems where some children in the classroom use English as their second language, keep some children engaged in learning, and having difficulties getting some families involved in the children’s education (Goldstein, 2012). These cultural challenges will be addressed using the sociological perspective conflict theory and Piaget’s preoperational stage development to offer more insight on how to manage these challenges. We will then discuss on a teacher can increase the child’s cognitive advancement and academic success. Identifying the challenges Teachers may encounter communication problems with some of the students who do not speak English as their first language. This could cause the child to have low self-esteem because he does not understand the instructions or is unable to read the material. The teacher can partner pupils with other students who speak the language and interpret for the child until the child can grasp the understanding on his own, also having the material or instruction in the child language will ensure the uses the material and learns from it. A child that is not given the material in his language can result in the child quitting school, or become underachiever, or not doing the work therefore not learning. By having the material in the child’s language and utilizing the child culture the child will gain respect for the school and his teachers. He will want to show that he understands the assignment and will become a well balances member of society. Some children may be loose interest in learning because the teacher was  delivering information to the students instead teaching needs to be active and involve not only transmission of knowledge, but also transactional relationship between learning of the student and the teacher (Bojczyk, Shriner, & Shriner, 2012). Disengaged student are distracted, passive, do not try hard, give up easily in face of a challenge, express negative emotions, fail to plan or monitor their work and withdraw. When they are in class their attention wonders. When students engage in the classroom, the teacher’s behavior plays a very important role in the initiation and regulation of engagement (Kana`iaupuni, Ledward, & Jensen, 2010). To understand student engagement, we can look at teachers’ in structural style, classroom management, and interpersonal style with students. Teachers’ instructional style should provide autonomy support not controlling the child and provision of structure not allowing children to be disruptive (New York University Steinhart School, 2008). When teachers focus on students autonomous motives to guide their learning and activity; these instruction acts support students engagement by presenting interesting and relevant learning activities, providing challenges, highlighting meaningful educational goals, and supporting students to choose to endorse classroom behaviors (Goldstein, 2012). Furthermore, when teachers can offer structure by expressing their expectations and focusing on students’ learning activity with easy to understand directions and guidance, these types of instructional acts reinforces students’ engagement by keeping the students interest on the project, developing their behavior and advoiding. Teachers provided structure that creates a positive classroom environment promoting effective teaching and learning by giving directions and providing information National Association for the Education of Young Children, n.d.). The third and final challenge that teachers face in the diverse classroom is parent participation these can result from cultural differences, not knowing how to get involved and job-related issues. The school administrators, teachers and parents can participate in joint planning, goal setting, and definition of roles, needs sensing, and setting school standards with a written policy (Plevyak, 2003). Teachers can encourage parent involvement by sending letters home inviting parents to visit to classroom and have parent- teacher day where they communicate and plan their child’s educational goals. The school administrators can have an  in-service day for training their teachers in communicating with parents that may have difficulty understanding English and the importance of participating with their child’s educational needs. Children that have their parents’ involvement in their education will enhance their child’s intrinsic motivation by offering them cho ices and the opportunity for self-direction by setting their own educational goals (Bojczyk, Shriner, & Shriner, 2012). Social Perspectives in the diverse classroom and inequality The conflict theory stresses that education reinforces inequality in society because our educational system is linked to social class (Theatrical Perspectives on Education, n.d.). The challenges faced by teachers in a culturally diverse classroom is communication issues, keeping children interesting in learning and getting parents involved in their children’s education. The conflict theory suggests that these students will be left behind because they will not be given the same status as a white child. Minorities may have issues with speaking English and communication, their parents do not speak English, and the child can lose interest in learning and develop low-esteem because their teacher’s behavior or lack of cultural awareness. Schools cause the minority students and poor white children to be placed on a lower track than that of middle and upper class white children. Some school place their student on a track which will determine the value of their education, these common tracks are college bound, vocational (job ready) or general. My brothers and I was placed on the general track because my family was considered poor and my mother was Cherokee. I can relate to the social perspective from the conflict theory of inequality. Children that are placed on the general track often have lower self-esteems, lose interest in learning, and their parents often is not involved in their education because they work, or have also been placed on the lower track leaving them a negative view of education. Conflict theory defines a social structure susceptible to to constant change. Here teachers can change the way schools place students on a track some leading to college and other heading for jobs not careers which is really unfair. Teaching strategies that engage all students and resist stereotyping are DAP or Culturally Responsive Classroom Management (CRCM), these approaches use students cultures, social experiences, prior awareness, and learning styles  so that all children are enabled to be successful in their educational goals (Teaching Tolerance, n.d.). The power to change the conflict theory into teacher developing appropriate teaching strategies rest with teachers, administrators, students, and parents or society by adjusting the way we view others. With DAP teachers can engage the students in learning by giving them a challenge in the classroom that will force them to work harder but is not so far advanced that the students will not be able to perform. This could help students that have lost interest in learning. They can also get parents involved in their child’s education by have parent/teacher conferences where the teacher explains to the parent the role and importance in their child’s education. Piaget’s Theory of Preoperational Stage of Cognitive Development Jean Piaget’s was interested in how children think; younger children they think differently from older children and adults (Furth & Wachs, 1975). Piaget theorized that babies’ motor skills control behavior throughout the life. Paget’s theory has four stages of cognitive development are sensorimotor, per-operational stage, concrete operational stage, and formal operational stage. In the pre-operational stage child’s behavior is established with the use of symbols, language uses mature, and memory and imagination are developed, but thinking is done in a purely illogical way. Egocentric thinking dominates this stage. Preschools are often modeled after Piaget’s theory, which stands provide part of the function for constructivist learning (Furth & Wachs, 1975). Exploratory learning and symbolic play support the emerging interest of the child. Parents and teachers should challenge the child’s capacities, considering the child’s age and should not make thing over complicated (Bojczyk, Shriner, & Shriner, 1012). Teachers should use a wide variety of concrete experiences to help the child learn such as working in groups so that the child a get experience seeing from another’s perspective such fieldstrips, play games to force the child to develop her self-regulation skills, and thought processes are being developed. At the end of this stage children start to replace imaginative thoughts with realistic ideas of the world. The challenges that teacher face in the classroom is communication, lack of interest, and parent involvement. Teachers can help students that are  experience issues communication skills with reading aloud and then asking questions about the story as well as playtime, sharing, taking part in their cognitive. Techers can ensure that children remain attentive by giving the child just the right amount of challenges when learn new thing. As far as parents being more involved in their child education teachers and students can discuss their role in the child education ad PTA meetings. Conclusion Preschoolers with developmental delays in cognition and language are in the preoperational stage according to Piaget’s stages of cognitive development. Parents can be involved in the child education by attending school functions such as PTA meetings, parent/teacher conference that will allow the parent to help set their child educational goals, and allowing the parent to overcome their negative view of reduction. Teachers can challenge their students by giving them assignments that cause them to work harder, and not be too difficult that the child fails and gives up. In addition, the challenge of communication that some children may have because English is their second language is by reading aloud and asking each child what the book was about. References Bojczyk, K. E., Shriner, B. M., & Shriner, M. (2012). Supporting Children’s Socialization: A Developmental Approach. San Diego, CA: Bridgepoint Education, Inc. Retrieved from Ashford Edu Furth, H. G. & Wachs, H. (1975). Thinking Goes to School: Piaget’s Theory in Practice. Cary, NC: Oxford University Press, Inc. Retrieved from ebrary http://site.ebrary.com.proxy-library.ashford.edu/lib/ashford/reader.action?docID=10103507 Goldstein, L. (2008). â€Å"Teaching the Standards in Developmentally Appropriate Practice; Strategies for Incorporating the Sociopolitical Dimension of DAP in Early Childhood Teaching.† Early Childhood Education Journal 36(3), 253-260. Doi: 10.1007/s10643-008-0268-x Retrieved from EBSCOhost http://eds.b.ebscohost.com.proxy-library.ashford.edu/eds/pdfviewer/pdfviewer?sid=8713255e-4978-4509-a75c-c3e4affbd6a1%40sessionmgr114&vid=2&hid=103 Goldstein, D. (2012). An Interview with Lisa Delpit on Educating ‘Other Peoples Children.’ The Na tion. Retrieved from

Branding Case Study Burberry

Branding Case Study Burberry Introduction Burberry store is more than 150 years old. It had gained success and became a luxurious brand in Britain. However, in the 1990s, the company experienced challenges related to consumer perceptions, retail stores, and brand image. As a result, sales declined and profit dropped.Advertising We will write a custom report sample on Branding Case Study: Burberry specifically for you for only $16.05 $11/page Learn More Elements of the Brand building factors used by Rose Mario Bravo since 1997 to rebuild Burberry brand In 1997, Burberry brought in a new CEO, Mario Bravo to run the company. Bravo took a company that had lost its position in the market and had an old brand image. However, the new CEO had the required experience to transform Burberry to profitability (Moore and Birtwistle, 2004). Bravo’s first approach was to introduce a young designer, Minechetti to change the clothes range at Burberry. Menichetti had to remodel Burberry’s ra incoats and other conventional clothes by giving them a new image and making them striking to a new generation of emerging consumers. In addition, the young designer also had to introduce new clothe items for children, blue jeans, bikinis, watches, personal products, shoes, and home wares. This approach aimed to re-establish Burberry among modern, young, and trendy consumers. As a result, Bravo managed to restore Burberry’s name in the market. This strategy also aimed at attracting new markets and increasing the company’s sales base. Bravo also appointed Christopher Bailey from Gucci. Bailey would reinforce the brand name by designing heritage and classic clothe lines and presenting young, hip, modern, and fashionable clothes at the same time. This retained Burberry’s vision of heritage and classic to reflect its many years in the industry. All these strategies worked to restore Burberry in the market. Bravo also focused on building the brand image in the market . As a result, she hired an advertising firm and a photographer, Mario Testino alongside models to shoot images that would change the old brand of Burberry. She would later work with other famous models who appeared in Burberry’s different commercial advertisements. Burberry operated in an increasingly competitive fashion industry. As a result, it needed a greater focus on the brand image improvement in order to attract new consumers. Bravo noted that a well-developed advertisement message could play a significant role in developing Burberry brand image across its distribution channels and at all levels.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The advertisement served to restore the company’s brand image by informing customers about the â€Å"functional abilities while simultaneously imbuing the brand with symbolic values and meanings relevant to the consum er† (Meenaghan, 1995). The two major focuses were to inform consumers about new clothes range of Burberry and transform their opinions about the company. All these elements led to consumer persuasion. Consumers analyse the brand advertisement message and associate it with certain aspects. For instance, Bravo brought in famous celebrities like David Beckhams and Jarvis Cooker in order to associate Burberry brand with celebrities in the minds of consumers. Hence, Burberry brand became functional and expressive among its potential consumers (Meenaghan, 1995). This led to building the brand perception among consumers. Consumers are responsible for creating a company’s brand perception because of how they perceive a brand eventually defines it. A company may have a positive brand promise, but this does not count since customers may perceive it in a different manner. Bravo worked with Kate Moss to create striking images for Burberry brand. This image had positive effect on co nsumers and it improved the company’s sales growth. The brand perception helped the company to understand how consumers perceived its clothes and specific items within different market segments. The company was able to understand elements, which influenced consumers when they were making purchase decisions, sources of their information, and consumers’ thoughts about Burberry. It is also imperative to note that Bravo recognised that creating a successful brand image and perception involved several elements, such as value to customers, visual images, brand relevance, and its ability to engage the target audience’s attention (Diller, Shedroff and Rhea, 2006). Clearly, Bravo invested in professional advertisement agency, skilled photographer, and well-known personalities in order to create a working brand image and perception for Burberry. Burberry became distinct and unique among competition in the industry. In order to build Burberry brand, the new CEO also had to work with the company’s distribution channels. Bravo closed all unprofitable shops and focused on developing retail stores in strategic locations. This was to create a market position, which would reflect the new Burberry. For instance, the company positioned the brand as prestigious and luxurious by working with retailers located in the high-end markets. Consumers would then associate the brand with luxurious, high-end prices. As a result, the company was able to increase its sales revenues from 20 percent to 25 percent and profitability. Bravo also managed to persuade other retail stores to stock various items for Burberry.Advertising We will write a custom report sample on Branding Case Study: Burberry specifically for you for only $16.05 $11/page Learn More For instance, distributors who were only selling raincoats also added high-end accessories. This branding strategy established Burberry as a potential gift store with affordable luxury items. Burberry stores distribution channels were spread across different locations. Hence, consumers could buy products at various points. Finally, Bravo decided to establish Burberry as an international brand by selecting strategic locations in New York, London, Spain, the UK, and Japan to expand the business. The aim was to increase Burberry’s growth by venturing into critical international markets and establish the brand identity. Burberry had potential markets and good reputation in these regions for many years. Bravo understood the perception of consumers about Burberry and that it could deliver its products to the market and meet rising demands. It is imperative to recognise that several factors influence a company’s brand development. These may include the logo, advertisement, and media among others. In addition, brand managers must note that it takes time and financial resources to create a reputable global brand. As a result, consumers can immediate recognise the b rand, identify its promise and product benefits. Challenges that Burberry could face as it builds a global brand Burberry experienced rapid growth and it had to adopt a new business model for the international market. The company would then strive to expand its operations globally because of the apparent success in the domestic market. On this regard, it must ensure that the business would still realise its primary goals in the overseas markets. It will have to maintain quality standards and delivery products as required by local consumers. Moreover, Burberry must meet cultural expectations of different people globally. One major challenge could be product delivery. Burberry will have to ship its products to the new markets. However, different countries have different laws regarding imports or even manufacturing products locally. This could present a potential challenge for Burberry in its international expansion strategy. On this note, it is imperative for the company to ensure tha t it would satisfy and meet the local demands through product reliability and consistency in delivery. In addition, Burberry will also have to understand local laws for business operations and employment regulations. All its products must meet quality requirements in different countries in terms of components, labels, and even packaging. Packaging laws differ from one country to another. Burberry will have to understand packaging regulations in its potential target markets. This must happen before venturing into the new markets to avoid business setbacks. For instance, some countries have banned the use of plastic packaging, or they impose heavy taxes on users and manufacturers of such materials.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This would increase costs of running business in such countries. Customers’ requirements with regard to packaging also differ. Burberry may also use more than a single language on its packaging materials and include all product details to all consumers globally. Therefore, it is important to understand local laws on packaging and consumer preferences before shipping products in order to avoid unnecessary costs in running business operations. Burberry could also experience challenges related to building awareness of the brand in the new markets and enhance sales and profitability. It would not be possible for the company to succeed in new markets if it follows the same techniques applied at home to reach new customers and communicate. The company will have to develop relevant messages to specific market segment in specific geographies, which highlight their needs and wants and the brand promise. Moreover, the channel of communication will also differ significantly, more so in emerging markets. The company must identify receptive channels for different target markets in order to allow potential consumers to understand and relate messages to their needs. Burberry must develop the message carefully in order to account for diversity in the global market. It must engage in thorough research and possibly enlist the help of a local firm to assist in branding in the new target market. It must evaluate what other firms and competitors do in the market to reach customers. Humorous or charming message in a different geographical location could be misinterpreted and misunderstood in another location. Burberry must also evaluate how consumers perceive old companies in its target new markets. Burberry has been operating in developed nations since its inception. The company will have to understand the target markets, consumer habits, lifestyles, and find the right answer by conducting thorough research. The company will have to consider the right manner of communicatio n, which is culturally acceptable. This should account for tone and choice of words. Consumers can identify such elements in packaging, advertisement, and even through to employees. In addition, it will have to adopt a favourable sales policy in new markets. Ultimately, the company must project its brand at all levels in the international markets. It is not simple for a multinational corporation to maintain its reputation across different markets globally. The company may be focused on developing an international brand and ignore other critical aspects of brand reputation. For instance, Burberry had spent a huge portion of its revenues on protecting its brand from counterfeit and association with hooliganism and violence. In the Far East, the company could run into similar challenges, particularly with counterfeit and cheap imitations. Hence, the company must protect itself by educating consumers and communicating the right message to them. Protecting the brand reputation in every m arket is critical for a global firm. The challenge becomes worse as the company grows into several subsidiaries with many employees globally. A brand acts like a promise that Burberry delivers to its potential customers. The company must ensure that customers have positive experience in all its stores with products and employees. This aspect also covers product delivery, product quality, and services rendered to consumers. The CEO must understand how to lead the organisation as it grows rapidly. It is imperative to protect the company from any possible bad experiences with customers. As a result, a company needs to keep constant vigilance in most critical departments at all levels. It is also important to have an employee manual with the code of conducts and ethics. Moreover, the company will have to invest in employee training and engage in constant checks regarding growth and market activities in order to deliver the brand promise. There would also be cultural differences for Burb erry in new geographical locations. The company will face several obstacles, including languages and customers’ habits. Hence, it is important to work with local firms to help in building the international brand and gain a share of a foreign market. In extremely difficult cases, Burberry may consider working with local distributors or forming strategic partnership with local firms. Cultural or geographical differences may also influence customers’ needs. Burberry price and competition will also have to consider both price and competition. The company has been operating only in developed economies. However, it will venture into emerging markets where consumers may perceive luxury items as too expensive and out of their reach. This implies that Burberry may review its prices downwards in order to cater for the middle class and few high-end markets. In addition, it will also face fierce competition from established brands in such markets, especially local brands. â€Å"O pening more stores and adding new product lines can potentially dilute the Burberry brand†. A critical examination of this statement and recommendations for Burberry’s future operations Brands have significant roles to play in global expansion strategies. Hence, firms must use a coherent international branding strategy in order to introduce new brands and open more stores. Burberry should show concern about adding more stores and new product lines. Available studies on negative impacts of additional stores and brand extension or new product lines on the brand are few and their results are not consistent. Previous studies did not establish any significant impacts of dilution on the brand name through introducing new products, including unsuccessful ones (Romeo, 1991). On the other hand, some studies show that dilution may take place when new product lines or stores are inconsistence with brand and brand belief (Singh, Scriven, Clemente, Lomax and Wright, 2012). Hence, a brand failure may result from â€Å"difficulties to relate with the parent brand, a lack of product and brand familiarity and similarity, as well as poor integrated marketing communication messages† (Singh et al., 2012). A study on Johnson also showed that launching â€Å"a new product in same parent brand category have high chance of success while in different category is risk† (Ahmad, Mujeeb and Rajput, 2011). Generally, some failures in new product lines can dilute brand equity, especially if the brand is integrated. In this case, dilution affects the new product and the original brand or parent brand. Any failure in stores or new products make consumers to develop pessimistic opinions about the brand or develop a different perception, associate the failure with the main brand, other products, and eventually lose sense of the brand and its uniqueness. A failure in new products can affect either the general brand image or the product brand image. However, a strong br and like Burberry would not suffer much from a failed product, specifically on its general brand image. Overall, the dilution would greatly affect the product brand image. Consumers may hold their perceptions about the general brand image and attitudes towards the company. Nevertheless, a new product has ability to dilute the brand image and transform consumers’ beliefs and perception. Any successful new product can attract massive revenues for Burberry. On this note, brand managers should spend their resources to understand the product before launching, understand the market and maximise the product message, and enhance awareness. Technically, any flagship product will record the highest sales, revenues, and awareness. Today, consumers are critical and use social media to attack products, which do not meet their needs. Not all strong brands suffer from dilution because of a failure in a new product. A dilute impact could affect other products instantly and eventually affect the whole company. However, the impact may not be severe for a parent brand. The outcome of dilution could be temporary and consumers’ perceptions may not diminish at all. Burberry should establish strong brand equity in the parent company through aggressive marketing campaigns and brand management. The company should focus on establishing long-term brand equity across the world and evaluate all its business strategies and their potential impacts. Usually, any failure, even if it appears to be insignificant, could result in a great brand failure. Hence, the company should evaluate how consumers react to its new stores and new product lines. It is imperative for Burberry to understand how consumers perceive new products. Consumers collect information, categorise, and associate them with either success or failure of a product. In fact, they would evaluate major differences between the main brand and new product lines from their experiences, other competing brands, and facts abo ut the company and its brand. The company should develop effective brand message for its new products and target markets. It must ensure that messages and communication are clear in order to develop a strong brand image. A negative result from a new product or a store can potentially harm Burberry brand. On this note, brand managers and marketers should ensure that they develop consistent brand messages throughout the product life process. In some cases, negative outcomes from new product lines could be extensive and permanent, particularly in cases where the product message diluted the brand at all levels. While few studies exist about stores or new product lines and their effects on the company’s brand, clearly any poor approach to branding and brand management could lead to a brand failure (Martinez and de Chernatony, 2004). Burberry must also note that new product lines or stores may fail to generate increased revenues or develop brand equity as expected. Hence, it is a r isky strategy for developing a brand or increasing sales because of the unexpected outcomes. Thus, brand managers must evaluate potential impacts of more stores or new product lines before launching them to consumers. Reference List Ahmad, M, Mujeeb, E and Rajput, A 2011, Does Brand Extension Impact Parent Brand: A Case Of Johnson, UK, mnmk.ro/documents/2011/5_Pakistan2%20FFF.pdf Diller S, Shedroff, N and Rhea D 2006, Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences, New Riders, Berkeley, CA. Martinez, E and de Chernatony, L 2004, ‘The effect of brand extension strategies upon brand image’, Journal of Consumer Marketing, vol. 21, no. 1, pp. 39-50. Meenaghan, T 1995, ‘The role of advertising in brand image development’, Journal of Product Brand Management, vol. 4, No. 4, pp. 23 34. DOI 10.1108/10610429510097672. Moore, C and Birtwistle, G 2004, ‘The Burberry business model: creating an international luxury fashion bra nd’, International Journal of Retail Distribution Management, vol. 32, no. 8, pp. 412 422. DOI 10.1108/09590550410546232. Romeo, J 1991, ‘The effect of negative information on the evaluation of brand extensions and the family brand’, Advances in Consumer Research, vol. 18, pp. 399-406. Singh, J, Scriven, J , Clemente, M, Lomax, W and Wright, M 2012, ‘New Brand Extensions: Patterns of Success and Failure’, Journal of Advertising Research, vol. 52, no. 2, pp. 234-242.

Free Essays on The International Astronomical Union Circular

Article Summary The International Astronomical Union Circular #6837 released by Brian Marsden on March 11 was published to report the findings Marsden’s group had come across. Marsden stated in the publication that â€Å"the chance of an actual collision is small†¦but one is clearly not out of the question† (Marsden). Marsden’s group has supposedly come across evidence that supported that the asteroid 119XF11 could possibly collide with the earth. Just one day later, evidence dismissing the report was found and published. I think the scientists should not have published their original data, which showed the small possibility of the asteroid 1197XF11 colliding with the earth. Their theories should not have been published without months, maybe years of lose observation of the asteroid and its orbit. A closer investigation of the asteroid showed that there was no chance at all that the asteroid would collide with the earth. If the astronomers had waited to further investigate their â€Å"discovery,† they would have known that there were pictures of the asteroid taken in 1990, pictures which provided hard evidence that the asteroid would in fact not collide with the earth. The sad thing is, the day after the report’s publication, this news broke out. The astronomers had caused a media frenzy over nothing. The media had a field day with the astronomer’s report of the possibility of an asteroid colliding with the earth’s atmosphere. The media always blows its reports of pain and suffering out of proportion, so the bare thought of our human race sharing the same fate the dinosaurs were believed to have had is bound to be over exaggerated. I think a lot pf people overreacted, and I think they should have. Most of us have heard the theories of the dinosaurs’ extinction being caused by a meteor collision with earth. The thought of the same fate for mankind in 2028 would scare almost anyone. The media also has a... Free Essays on The International Astronomical Union Circular Free Essays on The International Astronomical Union Circular Article Summary The International Astronomical Union Circular #6837 released by Brian Marsden on March 11 was published to report the findings Marsden’s group had come across. Marsden stated in the publication that â€Å"the chance of an actual collision is small†¦but one is clearly not out of the question† (Marsden). Marsden’s group has supposedly come across evidence that supported that the asteroid 119XF11 could possibly collide with the earth. Just one day later, evidence dismissing the report was found and published. I think the scientists should not have published their original data, which showed the small possibility of the asteroid 1197XF11 colliding with the earth. Their theories should not have been published without months, maybe years of lose observation of the asteroid and its orbit. A closer investigation of the asteroid showed that there was no chance at all that the asteroid would collide with the earth. If the astronomers had waited to further investigate their â€Å"discovery,† they would have known that there were pictures of the asteroid taken in 1990, pictures which provided hard evidence that the asteroid would in fact not collide with the earth. The sad thing is, the day after the report’s publication, this news broke out. The astronomers had caused a media frenzy over nothing. The media had a field day with the astronomer’s report of the possibility of an asteroid colliding with the earth’s atmosphere. The media always blows its reports of pain and suffering out of proportion, so the bare thought of our human race sharing the same fate the dinosaurs were believed to have had is bound to be over exaggerated. I think a lot pf people overreacted, and I think they should have. Most of us have heard the theories of the dinosaurs’ extinction being caused by a meteor collision with earth. The thought of the same fate for mankind in 2028 would scare almost anyone. The media also has a...