Online Start-Up Plan (MAKING MONEY ONLINE) Essay

Online Start-Up Plan (MAKING MONEY ONLINE) - Essay Example Committed to customer service, the ABC Company will offer its clients the type of service that is courteous as well as punctual. Employees of the company will as well be treated in a proficient behaviour with a satisfying working atmosphere along with fair compensation. The ABC Company wants every customer to feel as though he or she has gotten a first class service at a bargain price. Objectives 1. To offer a extensive variety of commodities at affordable prices 2. To attain a good profit margin during the first year 3. To attain a modest net profit by the end of second year 4. To be a dynamic as well as vocal member of the society, and offer constant re-investment by means of contribution in community actions as well as monetary involvements Keys to Success In order to achieve something and to attract more customers in this business the ABC Company must: 1. Sell an extensive collection of products 2. Offer products and service in a manner that give 100% satisfaction to the customer s 3. Be an dynamic part of the society 4. Promote input from customers The E-Business Model The business model used by the company is affiliate marketing. Affiliate marketing (Lindahl & Rozek, p. 76, 2010) has been a very successful business model and there are many reasons for this. One does not have to have the personal product; there are little funds needed for getting started, and the vendor takes care of all the issues. Another positive part of affiliate marketing is that there are a lot of products and services you can pick from market.  For any interest, passion, or area in which someone has knowledge, there are products and services he can advertise, which makes it more appealing (Lindahl & Rozek, p. 109, 2010).  The first step company should take is to choose a suitable niche. By choosing a niche, it will be much convenient to write articles, web pages, blog posts, as well as other content essential to endorse the product. Therefore, in general it makes a great internet business model. The difficulty is that, like some other online business, it does need a large amount of time as well as dedication to make a start. However, once up and running the attempt is worth it. Nonetheless, as with any business, there is no such option of ‘getting rich quickly’. You are required to put in the time as well as effort in order to start getting benefits (Lindahl & Rozek, p. 76, 2010). Operational Issues Two significant chores facing risk managers are decisions regarding the assessment of loss and risk financing. In the quantification of risk or financial impact, sophisticated risk models can support if the correct efforts, as well as indicators are provided. Loss as well as denial of service will call for a business impact analysis in addition to the development of a network stability plan to correctly measure the potential for financial loss and lessen the severity of such a loss. Other risks will need significant evaluation if public records asso ciated to cybercrime and cyber attacks has been mainly subjective or based on unknown surveys. In addition, estimations of possible losses associated to Internet-based technologies must take into consideration the developing and indecisive universal legal and regulatory setting. Risk evaluations based only on direct revenues from

Leadership Essay Example | Topics and Well Written Essays - 1500 words

Leadership - Essay Example The Executive Maturity model is based on the idea that the leader should be able to respond effectively to the needs of others under pressure (Trathen 2007). The above model incorporates two key phases: in the first phase, the leader needs ‘to be aware of his own feelings, thoughts and values’ (Trathen 2007, p.71). In the second phase, the leader has ‘to manage the emotional needs of others’ (Trathen 2007, p.71), keeping a balance. On the other hand, Alexander (2008) notes that the key characteristic of a successful leader would be his ability to ‘handle crises and mitigate effects’ (Alexander 2008, p.34). Cooper (2010) notes that the identification of a leader’s competencies is necessary before trying to improve the leader’s effectiveness. After reviewing my leadership strengths and weaknesses, as presented in the previous section, I would come to the following conclusion: I should emphasize more on decreasing the time I need for managing complex tasks, so that I would become more efficient in a range of projects; I should continue focusing on details but I would try to limit the time spent on issues of secondary importance. The Executive Maturity model would help me to change my leadership style, setting appropriate priorities and increasing collaboration. Question 2 Are leaders born or made? Each leader has unique characteristics, even if the particular fact is not clear. Indeed, the leadership style is closely related to the personality of each individual and from this point of view it would be quite difficult to identify two leaders that would respond exactly the same to a series of critical events. Yuki (1988) have noted that ‘leadership effectiveness varies across situations’ (Yuki 1988, cited in... The researcher of this essay discusses the topic of leadership that today is a concept that can incorporate a high range of characteristics. Observing several responses to various challenges, the researcher could identify the strengths and weaknesses of several leaders. Referring to his own leadership strengths and weaknesses, the researcher would highlight the following issues: "I am committed to my studies, trying to respond to all the demands of my position. I have always tried to examine thoroughly the requirements of every task assigned to me, focusing on details. In case of mistakes or failures I’ve been able to respond immediately, suggesting appropriate plans of action. On the other hand, I have often failed in identifying early the risks related to a particular task.". Then , the researcher states that The Executive Maturity model would help him to change his leadership style, setting appropriate priorities and increasing collaboration. On the discussion of the second question "Are leaders born or made?", the researcher states that from his point of view, leadership is both inherited and learned, a view aligned with the view of Larkin. Then, the researcher discusses the differences between leadership & management. In summary, it could be stated that leadership focuses on establishing and promoting the practices that will enhance the performance of organization. Management aims to ensure that employees will follow the guidelines of the leader so that the targets set are achieved.

Technology and Socity Essay Example | Topics and Well Written Essays - 1000 words

Technology and Socity - Essay Example Despite the advantages, however, the society and the natural environment has had paid a lot for the construction of dams. Firstly, the dams have affected places that are of vital importance to some. For instance, most of the dams have flooded aboriginal burial sites and midden areas. Burial sites are something considered ‘sacred’ by the aborigines and although the authorities may have to consider the ‘common’ good by building of dams, the aboriginal society is usually affected adversely. The building of dams on the river has also affected the natural habitat. According to the Australian state of the Environment Committee (2001), the main reason for this is the way the ground quality of water has been influenced. Because of the augmentation of the flow of the river by the creation of dams, many cities have emerged alongside the river. Most of these cities are industrial sites that produce a lot of sewage and waste. Most of the waste generated by industries is thrown into the river without considering the consequences. The result is that the water quality has been affected. The Murray River has the capacity of maintaining around 2,539 kilometers of aquatic and riparian life.The contamination of the water in the rivers has affected the habitat for the aquatic life and many species are rapidly dwindling in numbers. Unfortunately along with the industrial waste and sewage, different pesticides and fertilizers are also flushed into the river. Pesticides, especially DDT, do not just kill fish and consequently humans (after ingestion of the contaminated fish). They also disturb the entire ecosystem by disturbing ecological cycles that are dependent on rivers. As a consequence, the contagion of water has led to the extinction of certain insects and birds. Further, the building of dams and weirs requires the clearing of natural

Identifying Quantifiable goals for the monitor, control and effectiveness of the marketing plan Essay Example for Free

Identifying Quantifiable goals for the monitor, control and effectiveness of the marketing plan Essay In order to evaluate, monitor, and control the effectiveness of the marketing plan, identifying quantifiable elements are detrimental to V-Techs financial gains and holdings. Marketing campaigns are the most costly measurement to the company and the launch of V-Techs Virta Window new product line in its marketing practices needs to show financial accountability. The focus of controlling and effectiveness to quantifiable elements reside in the metrics analysis of: 1. Revenue 2. Sales 3. Lead generation 4. Sales feed back 5. Return on investment 6. Customer retention Once the elements of V-Tech’s marketing campaign is identified, quantifiable goals can be set to counter financial loss and actionable measures can be taken to offset the losses for exchange of returnable gain. To begin identifying the elements of concern, V-Tech accounting management will look at: A. Product B. Place C. Price D. Promotion The product is an innovative technological breakthrough, meant to create real time life and learning experiences for its target audience. The product has little competition but may be hard to catch on in the marketplace and cause resistance within consumers. Quantifiable marketing goals that would need to be set: Be flexible to understanding that new products may need a longer campaign run. Placement metrics track the impact of consumer awareness and the impact of individual campaigns ability to reach marketing goals. Calculating metrics for analysis will determine if the whole of the marketing plan is bringing in more profit than it cost to run. Placement of the products marketing geographical and economic stature is an important  quantifiable element. A metric analysis of location placement will measure the buying power and behavior of the consumer by geographic location. If the product is not selling well in placement, location factors may be that the target areas do not have the right selling class. Geographical metrics indicate a target audience income, medium house hold income, pay scale and if the economics of the area are depressed or thriving for businesses and product buying. The goal would then be to move the marketing campaign into better location areas where purchasing is a stronger asset for the product. Measuring the metrics of geographic locations can also help the company keep a competitive advantage as more technology companies advance to offering consumers a similar product. By being better able to understand consumer behavior by geographic V-Tech will have a higher ROI(return on investment) strengthen their marketing campaigns that keep customer retention, loyalty and target a larger audience base. Pricing by far may be the most important aspect in finding quantifiable controlling elements. A new product of technology changes the whole atmosphere of the market place from how it is developed to the price of manufacturing and distribution. The marketing of V-Techs new product is to reach a broad base of a consumer audience over affordability. This may cause a huge financial loss for the company. The campaign of the marketing needs increasing without the extra-added expenditures to cover the cost of loss and turn a profit. The reasoning behind quantifiable control is marketing the product to show value, and to measure financial gains where the product and marketing campaign will exceed profit and generate profit growth. The goals would then be to do a review of past sales to compare to sales of the new product and build on the strengths that previous campaigns have generated. A metrics analysis can be done in order to find out how many people clicked on an ad from online, what the numbers of new sales are and the percentage of new leads generated. From measuring sale metri cs, the company will be able to tweak the marketing campaign, generate a new marketing design, or repeat the campaign until the marketing goals meets its value. The company will also be able to determine the effectiveness of its Public relations effort in relation to its marketing efforts. A cost saving measurement to the company and the marketing campaign would be to get out in front of the face of the audience. Increase web activity, broaden the scope of social media awareness and depth in which marketing the product can help exceeded sales goals. The promotion of V-Techs product quantifiable control elements are to measure consumer awareness and set goals if the product is failing in brand awareness, website traffic, and not generating the sales lead expectations. Taking advantage of sending out Brand Ambassadors to area store locations and increasing trade market showings will promote and target the customer audiences awareness of the new product, how it is designed and will demonstrate why the consumer has a need to purchase the product. Social media marketing is limitless for brand awareness, in where a campaign can go to reach a borde r target buying audience. The quantifiable elemental goals are to take advantage of the use of the internet’s effectiveness of marketing to cost with web videos, direct coupons to the consumer, customer loyalty incentives, package discounts on education and parental sites. Identifying the quantifiable elements that help to control a marketing plan is an invaluable asset to V-Tech technologies and its new product launch. The analyzed metric data sets timely goals to which the company can redefine its control of marketing execution to increase sales and profits. The wealth of information extracted from the identification process takes on a new format that will find strengths and weakness of the consumer target audience, and will help to keep a competitive advantage as new companies move in the territorial locations of the innovative technology that V-Tech Windows will bring to a new market place.

History of Sensory Theatre

History of Sensory Theatre What does sensory theatre mean to the modern audience? Asone of the oldest art forms and as one of the primeval kinds of humanexpression, the nature of theatre is as varied across the continents aspainting, pottery, sculpture or any of the classic art-forms. Each civilization, each society, each gathering of humankind has had its personalform of theatrical performance from street artists to court jesters to nomadicplayers. Many would say that this variety at the very core of theatrical achievement is what has permitted theatre to take such a respected and crucialpart of our modern societies. Too often it is claimed that our present daylifestyles leave little time for abstract thinking and artistic appreciation orachievement. This is lamentable but thankfully not usually true. One need only observe the continuation of events such as the Welsh National Eisteddfod forhundreds of years to realize that the human desire and need for theatre willnever diminish. However, this is not to say that modern society has not changed theatre. It is only natural that artistic output should be modeled by the lifestyle surrounding it. After all, warlike civilizations such as the Vikings delighted in the narrating of age-old sagas whereas more enlightened peoples like the Ancient Greeks would draw inspiration from mythical dramas which detailed the flaws at the heart of humanity and their relationships with their gods, representing a search for elements greater than themselves. However,we can take it as certain that the theatrical productions of the last fiftyyears have overwhelmingly been part of a resurgence of theatrical diversity. Asthe free market has made nations more accessible to each other, a rise ininterest for all sorts of artistic expression has been felt around the world.Herein, we shall focus on the analysis and comprehension of one of these.Sensory theatre, or at least the old meaning of the term, is not a new concept.At its very core, much of what constitutes theatre relies heavily on the senses,both those of the audience and that of the actors. Nevertheless, at a time whenour fast-paced lifestyle seems to reject anything out of the ordinary or whichcan be labeled as different, it is refreshing to feel that this resurgence hasregenerated one of the truly great aspects of theatre, oft labeled as post-modernistbut one which links so much of relatively recent artistic output across theboundaries of different art forms: Post-modernity,in attacking the perceived elitist approach of Modernism, sought greaterconnection with broader audiences. This is often labelled accessibility andis a central point of dispute in the question of the value of postmodern art.It has also embraced the mixing of words with art, collage and other movementsin modernity, in an attempt to create more multiplicity of medium and message.Much of this centers on a shift of basic subject matter: postmodern artistsregard the mass media as a fundamental subject for art, and use forms, tropes,and materials such as banks of video monitors, found art, and depictions ofmedia objects as focal points for their artPostmodernisms critical stance isinterlinked with presenting new appraisals of previous works. As implied abovethe works of the Dada movement received greater attention, as didcollagists such as Robert Rauschenberg, whose works were initiallyconsidered unimportant in the context of the modernism of the 1950s, but who, bythe 1980 s, beganto be seen as seminal. Post-modernism also elevated the importance of cinema in artisticdiscussions, placing it on a peer level with the other fine arts. This is bothbecause of the blurring of distinctions between high andlow forms, and because of the recognition that cinema representedthe creation of simulacra which was later duplicated in the other arts. (Wikipedia,2005) Inthis dissertation, we shall be analyzing aspects of sensory theatre as has beenexplored and toyed with by some great artisans of the craft. Despite anyproblems we have with wholesale rejection of this type of theatre, in the interestof fair-minded and complete research, we shall pay due attention to theAristotelian school of thought. That which claims that theatre is a particulartype of experience, one from which the audience member should feel cleansed andhave learnt a lesson. This is a valid point of view, one which we shallthoroughly explore in order to see if it is indeed more artisticallyjustifiable than sensory theatre. Afterexploring Aristotles opinions, we shall look in further depth at the nature ofsensory theatre. What does this term mean? How is each sense tapped? Can themelding of experiences of several senses which are simultaneously stimulatedprovide an elevating experience? For this exploration, we shall use the casestudy of Dwr (water in Welsh), a sensory piece of theatre put on in2003, using water, light and various materials to explore reactions amongst itsaudience. The reasons for using this play are that it was an audiovisualexperience as well as a mere theatrical one as projections and cameras were anintegral part of the performance. Furthermore, the sensory effect of theaudience can be better analyzed as members of the audience were also used inthe play, their reactions helping to define the type of sensory experience. However, Dwr also gives us a good example of Brechtian theatre for the number of levels the play takes on. The actors themselves act as facilitators for the audience to receive personal sensory experiences. With only a minority of audience members taking part in the play, we can gain two further levels of emotional depth and complexity. The general background of the audience will see their emotions and senses assailed by the movements, gestures and decisions of those taking part while this minority will be subjected to sensory input and emit feedback with no room for forethought or planning ahead. Thus, we shall provide a very definite and interesting example to back up any clear defining of sensory theatre we come to. We shall also look at how Dwr fits into the patterns of sensory theatre created by Brecht and Artaud and how its attitude towards its audience defines this multi-tiered theatre as one of the crucial points of sensory theatre. However,no analysis of sensory theatre without detailed research into the works ofpioneers of the genre. Here, we have chosen to look at Bertolt Brecht andAntonin Artaud, each for specific reasons. Brechts attitude, utterly inconflict with the age-old Aristotelian views of theatre, helped build hisreputation as an agitateur who decided to stamp his own distinctive markupon an art form he viewed as static. Thus, the habits of Brechtian theatre oftotal acknowledgement of the audience caused as much mirth as it did anger. Onthe other hand, Artaud provided his audience with a completely integralexperience. By using sensory theatre to deny audience members their usual rightto involve themselves in a performance to a degree of their choice, Artaud madesure his plays would deeply shock his audiences. We will be exploring Artaudstechniques as well as his reasons for providing this kind of theatre. It is the goal of this dissertation to highlight the differences that make sensory theatre an integral genre of its own, containing so many outlets for creativity, expression and emotional impact as to make it not only an interesting part of theatre but an essential one. Its recent resurgence will thus provide us with an ideal platform from which to assess its meaning to a modern audience. TheAristotelian view of theatrical norms Goodoratory can blow the walls off brick buildings. Not just in the real world ofpolitical speeches or rallies but in the arts as well. As one of the only formsof human expression where no point of view is unheard, no eventuality unconsidered,no leaf left unturned, theatre has throughout its history naturally overthrownand shrugged off any shackles or conventions attached to it. This idea couldgive rise to an impression of mayhem and anarchy in an art form that had runaway with its own importance. As one of the leading figures in the history ofliterature, Aristotles views on the nature and importance of theatre arewell-documented and naturally thought of as still relevant today. Aristotlehad the very human characteristic of harking back to the good old days, andthinking them much better than the days in which he lived. Taking scant accountof Aeschylus,he regarded Sophoclesand Euripidesas models in tragedy. His chief complaints were that the poets of his own timespoiled their work by rhetorical display; that the actor was often of moreimportance than the play; and that the poets tampered with the plot in order togive a favorite actor an opportunity of displaying his special talent. He saidthat the poets were deficient in the power of portraying character, and that itwas not even fair to compare them with the giants of the former era. (FletcherBellinger, pp.61, 1967) However,in the matter of sensory theatre, we run into an area of some problems. Beingof a conservative mind-set which appreciated theatre for the moral lessonscontained within the narrative, Aristotle worshipped Sophocles with hisstraight and narrow approach to theatrical drama whilst eschewing the work ofhis contemporaries as being too popular, too watered down to meet the needs ofa public desirous of less preaching and more fun within the theatre. Aristotlepossessed perhaps what could be interpreted as a rather narrow view in that hesaw tragedy as the greatest form of dramatic expression, almost utterly passingoff on comedy as mere fluff as compared to tragedy with the great lessonscontained within it. Furthermore, Aristotle also considered tragedy to bemagnificent when it also contained a clear and well constructed narrativeframework and mythological references to the deeds of greater men and gods in anobler past. Although Aristotles writings on these topics did make a lot ofsense, they are considered somewhat restrictive and far too imbued with theirown authority to be seen as of much use today. After all, in a society wherethe possibilities of theatre are slowly catching up with those of television orcinema as directors, playwrights and stage designers are always exploring newavenues of performance, Aristotles three unities of time, place and actionseem ready to be retired. Their far-too stringent requirements of both cast andcrew make them almost impossible to operate in the modern world of freetheatre. This is no longer a society where the writings of one man, whoever he may be, carry enough influence to truly make as significant an impact as in Ancient Greece. It is not to say that Aristotle should be disregarded but concerning sensory theatre, rules relating how plot should be more important than character and how all the action in a tragedy should be centered around a personage of importance to better capture the attention of a fickle audience seem slightly moot. Its relevance is in the fact that much of what is known of theatrical conventions among a lay audience is heavily based on Ancient Greek theatrical philosophy, particularly Aristotle. It is precisely this philosophy that sensory theatre will have to overcome in order to claim its place as a rightful and deserving genre of theatrical achievement across the globe. Visual,auditory, tactileDwr Choosingan example to illustrate the nature of sensory theatre is a tricky balancingact as one must therefore, in some way at least, pre-define ones understandingof the genre. How do we choose between the senses? After all, since the name ofsensory theatre does not make any kind of distinction, do we consider thesenses of sight and hearing more important than the other three since they areoverwhelmingly the most stimulated in matters of theatre? A distinction such asthis would make sense certainly but since sensory theatre is often seen asstanding alone from usual theatre, perhaps it would be unfair to appraise itthanks to assumptions based on more conventional modes of theatre. Instead,the best way to gain a true idea of sensory theatres range of potentialimpacts would be to base an example upon several criteria. Firstly, although itwould be somewhat over-expectant to try and find a play which could tap allfive of our senses, several attempts at sensory theatre have successfullyenga ged audiences on three senses, if not four. Herein has been chosen Dwr,a Welsh piece put on in 2003 in Aberystwyth and then broadcast on S4C on thearts programme, Croma. Theset-up of the piece was simple. The audience were seated on one side of thestage on a raised-up area, overlooking a long perpendicular dinner table. Theinside of the table, rather than being an ordinary flat surface, had beenhollowed in order to form a shallow pool about six inches deep along thetables entire length. The pool was filled with a level amount of clear waterat the bottom of which a table had been set ready for dinner, complete withplates, cutlery, glasses and napkins. Above the audience, shining down upon thetable was a strong projector which reflected the pool of water onto a backprojection screen in a way which magnified and increased the shadows cast byany ripples in the water. Six audience members were asked to be seated at thetable, as if for dinner before being submitted to a range of experiences by theactors whilst cameras recorded their reactions. These sensory experiments allinvolved stimulation of an audience member in matters of sight, sound, taste orfeelin g. We shall look at the manner in which each of these senses was tappedas well as Dwrs technical set-up. Firstof all, if one were to ask any theatre-goers, it would be certain that even themost intermittent of these would claim the two most stimulated senses in thetheatre are that of sight and hearing. Whilst conventional thinking would allowthis to be true, a cynical perspective would add that since our behinds orfeet, depending on posture, contribute much to the enjoyment of a theatricalperformance three senses, not two, must all be satisfied for a performance tobe considered praise-worthy. After all, although stage design is an oftforgotten art among those who are not privileged to the inner workings oftheatre, the choice of venue often signifies how an audience will feel duringthe performance. Stage design is often considered only in terms of sets, propsand technical apparatus whilst the idea of crowd comfort is often overlooked. In the case of Dwr, the crowd comfort was adequate but the truly interesting phenomenon for the audience of this play was that their peers were submitted to the action contained within it. The stage design was such that the light poured onto the water was bright enough to cause the right amount of shadow reflection whilst not blinding either the audience or the actors. This careful use of projection in order to achieve the desired effect was a technique made famous of Josef Svoboda who pioneered the use of audiovisual projection in theatre to enhance the general experience. The stimulation capabilities of a performance, when combined with camera and sound equipment, is vastly heightened thus cementing Svoboda as one of the great names of sensory theatre. Asfar as the audience members who became a part of the performance itself, thesenses stimulated were done so in a way which gave every sense the time tofully absorb the impact of its experience. First of all, each audience memberwas seated at the table in the guise of a dinner guest but asked not to talk toeach other or carry out any action except if indicated to do so by one of thesurrounding cast. First of all, each dinner guest was asked to remove theirshoes and socks before climbing onto the table into the water. The stage itselfwas kept at a warm temperature in contrast to the cold water, making the changein surroundings quite drastic. Then, the audience member was asked to burst aplastic bag full of water with a long hooked pole. The water would thus droponto the audience member along with a fake plaster egg. The audience member would then be lead back to their seat, given a towel to dry off before being given two chopsticks. After breaking the egg on the side of the table, the contents would then be spilt onto the plate just below the surface of the water. Each egg contained some food coloring, spreading across the table along with the ripples, along with a small piece of paper. Each piece of paper showed the face of a man, wearing different emotions, whilst a brief poem on the back seemed to explain the expression, a poem that would be read by one of the surrounding cast to the relevant audience member. The relationship between the pictures and the poems may not have been immediately obvious but the reactions of the audience members were still assured to be both personal, if not natural due to unusual surroundings and odd experiences. These reactions were filmed by the technical crew on video cameras, adding another level of complexity to the performance as the traditional boundaries between cast and crew become blurred. Furthermore, Dwrs entire performance was played out under a constantly shifting pattern of music which although always instrumental would speed up in tone or gently slow down in function of events happening in the play. Thepurpose of using Dwr as an illustration of the modern applications ofsensory theatre and its meaning to a present-day audience is threefold. Firstof all, the timing of the piece and its broadcasting on a national channelalong with subsequent interviews with the chosen audience members proves theinterest placed in it by a major broadcaster as the BBC has major impact uponS4C scheduling. Secondly, the sensual experience of the show provided afascinating outlet for the audience members, both for those who took an activepart or a passive part, to find out more about what constitutes modern sensorytheatre. Although the audience numbers for this show were relatively small and thus can only provide us with a minor cross-section of theatre-goers, the positive feedback gained at the end during the interviews can give a lot of hope as to the future of sensory theatre. Finally, to use an example such as Dwr gives us a view as to what kind of reaction this genre of theatre would meet with. Dwr covers a broad base of sensory theatre as its performance, not only stimulating several of the senses themselves, dealt with a range of theatrical theories and ideologies which we shall look at in further detail. By separating audience members from each other, creating many layers of reality between crew and cast, audience and cast and audience and crew, Dwr rejectedmany traditional aspects of theatrical performance. However, by engaging its audience/cast members with an individual experience through the messages contained within the eggshells and filming their response, Dwr could be said to have engaged with a more conservative Aristotelian version of theatre. Each audience member not involved with the show directly as a dinner guest will have experience the play as a visual and auditive experience but it is for the six members of the audience at each performance that Dwr transcended the limits of ordinary theatre and became a emotional and sensory journey felt by each in their own individual way. Below, we will be casting an eye at the ways in which theatrical pioneers such as Brecht and Artaud tackled the rigours and the conventions of an art form that they viewed as being a free form, lacking in any structural restrictions. Before doing so, we can still observe that even if Dwr did pander even the slightest bit towards an Aristotelian theatre, the main body of its performance was firmly in the territory of Artaud as we can see when applying this passage to precisely the type of theatre Dwr tries to avoid. If people are out of thehabit of going to the theater, if we have all finally come to think of theateras an inferior art, a means of popular distraction, and to use it as an outletfor our worst instincts, it is because we have learned too well what thetheater has been, namely, falsehood and illusion. It is because we have beenaccustomed for four hundred years, that is since the Renaissance, to a purelydescriptive and narrative theater storytelling psychology; it is becauseevery possible ingenuity has been exerted in bringing to life on the stageplausible but detached beings, with the spectacle on one side, the public onthe other and because the public is no longer shown anything but the mirrorof itself. Shakespeare himself is responsible for this aberration and decline,this disinterested idea of the theater which wishes a theatrical performance toleave the public intact, without setting off one image that will shake theorganism to its foundations and leave an ineffaceable scar. If, in Shakespeare,man is sometimes preoccupied with what transcends him, it is always in order todetermine the ultimate consequences of this preoccupation within him, i.e.,psychology. (Artaud,No More Masterpieces, 1976) Evensuch divides as between audience and actors, theatrical conventions that are sohabitual as to often be altogether forgotten, were not sacrosanct enough fordirectors, playwrights and actors such as Brecht, Artaud and Svoboda. TheBrechtian impact or the alienation of theatrical tradition Earlierin this dissertation, it was suggested that Aristotles views on theatre andsubsequent impact thereon had diminished somewhat with the dawn of a time wherethe philosophies of the Ancient Greeks mattered little. However, the centuriesthat his views transcended have signified that they could not dissipate soquickly. Many modern opinions on theatre, however avant-garde or post-modernistthey wish or claim to be, are still formed largely on the back of the opinionsof men such as Aristotle. However, this obstacle would be taken to piece by menand women like Brecht, who wished not to merely co-exist with existing viewsbut confront their defenders and destroy the ideological entrenchment that manytheatre critics had resorted to in the face of the changes sweeping throughtheir beloved art form. In his early plays, Brechtexperimented with dada and expressionism, but in his later work, he developed astyle more suited his own unique vision. He detested theAristotelian drama and its attempts to lure the spectator into akind of trance-like state, a total identification with the hero to the point ofcomplete self-oblivion, resulting in feelings of terror and pity and,ultimately, an emotional catharsis. He didnt want his audience to feelemotionshe wanted them to thinkand towards this end, he determined todestroy the theatrical illusion, and, thus, that dull trance-like state he sodespised. The result of Brechts research was a technique known asverfremdungseffekt or the alienation effect. It wasdesigned to encourage the audience to retain their critical detachment. (Imagi-nation,2003) Thisis not to say though that to achieve such an accomplishment was possible formerely any theatrical commentator. It took men of special gumption, gravitasand guts to dare attack such a powerful establishment as that of traditionaltheatre. Bertolt Brecht was one of these. Blessed with the ability to fightbattles on several fronts whilst still maintaining a clear head, Brecht beganto cause controversy early on in his career. Looking to fulfill a desire formore relevant and modern theatre amongst German theatre-going audiences,Brecht, through plays such as Drums in the Night and with therecognition of director Erich Engel, flirted with an expressionistic style thatbefitted his rising status but left Brecht himself feeling uncomfortable.Although his style was becoming fashionable and it would undoubtedly havebrought him his time in the spotlight, Brecht felt that he should discover aplaywriting identity which was his own and not borrowed from anybody else. Ifwe consider that at this ti me Brecht was writing in post World War I Germany,we can observe the bravery it must have taken for him to make this type ofdecision. Duringthe turbulent years of the socialist rise in Germany and the Weimar Republic,Brecht knew a modest amount of success in both theatre and literature thanks toplays such as In the Jungle of the Cities and his partnership with Engeland Hans Eisler but he was only just beginning to find his feet in a style allof his own. The final step in this direction would be his years with his owncollective of writers, the most famous fruit of which would be the Lehrstuckewhich would form the root of the theatrical changes and theories we thinkof as Brechtian today. Lehrstucke propounded that passive audiences werea thing of the past in matters of theatre and that it was necessary foraudiences to become more actively involved in a performance whilst keeping astrong level of emotional distance in order to remain capable of rational thoughtand criticism. This collection of thoughts would slowly pass into commonpractice in theatrical troupes and communities around the world, a practiceknown as epic theatre. Epictheatre today may seem as historical and passÃÆ'ÂÂ © as Aristotles views did forBrecht but the truth is that the numerous and varied adaptations of epictheatre have formed much of todays common theatrical practices. Before Brecht,the demarcation between the audience and the actors was sacrosanct. SinceAristotle, the status of the star actor had risen so much that now actors wouldmerely be cast in a role that was known to be in their repertoire, a fact whichcould lead to truly spectacular levels of diva treatment or ridiculouscastings. Take for example Sarah Bernhardt whose notoriety had reached suchproportions that she cast herself as Hamlet. This is not to say there isanything wrong with female actors playing traditionally male Shakespeareanparts but it is the manner in which Bernhardt carried out this casting that madethe situation ridiculous. Aristotle lamented this type of situation as beingone of the great plagues striking tragedy theatre whilst Brecht merely laughedat it and lambasted it in his own style. His patented Verfremdungseffekt (or estrangement effect) was a sweepingly original style which not only acknowledged the audience as a part of a theatrical production and encouraged them to change their own attitudes to theatre. Instead of allowing traditional suspension of disbelief and letting audiences feel as if they were watching a truthful event, Brecht went out of his way to remind them that what they saw was a representation, a mirror onto reality and never reality itself. This was carried out by having actors suddenly break character and address the audience to explain the plot, grossly over-exaggerated props or sets in the middle of an otherwise serious play or great placards on the stage asking the audience to behave in a certain way by ignoring a particular happening or to stare less romantically. These unusual situations for an audience confused them and alienated them from the play, hence the name alienation or estrangement effect. This separation from conventional thea trical theory became very fashionable after the war in both America where he lived until being pestered by HUAC and in communist East Germany where he resided until his death in 1953. The appeal of Brechts type of theatre across the globe speaks volumes about how the traditions of theatre were rejected by a large section of theatre going audiences. The sensory feel of the Verfremdungseffekt were indirect but by creating this new separation of audience and stage in an allegorical as well as in a physical sense, Brechtian theatre enabled its audiences and directors to experiment with new sensations. The greatest example of this is in some of Brechts later plays such as The Good Person of Szechwan and Galileo. For example, in Galileo, the portrait he paints of the astronomer is of a tortured soul wracked between his scientific duty to tell the truth to an unsuspecting world and the threat of vengeance from the dark figure of the Grand Inquisitor. This moral dilemma was planned by Brecht as a way to get his audience to think rationally about the situation and contemplate what they would do in such a situation rather than feeling sorry for Galileo. However, if Brecht had one failing, it was that despite his ability to meld together a myriad of sources into a convincing single narrative, he did not understand the human nature of his public. Persuaded that with the right play, he could force his audience into abandoning their emotional side, whether he realized it or not Brecht was asking people to set aside the precise reason most of them came to the theatre. His theories resulted in a number of epic dramas, among them Mother Courage and Her Children which tells the story of a travelling merchant who earns her living by following the Swedish and Imperial armies with her covered wagon and selling them supplies: clothing, food, brandy, etc As the war grows heated, Mother Courage finds that this profession has put her and her children in danger, but the old woman doggedly refuses to give up her wagon. Mother Courage and Her Children was both a triumph and a failure for Brecht. Although the play was a great success, he never managed to achieve in his audience the unemotional, analytical response he desired. Audiences never fail to be moved by the plight of the stubborn old woman. (Imagi-nation, 2003) Anemotional journey where characters could and should be empathized with orcondemned was much of what has always constituted theatres engagement. Eventhe averagely smart and aware audience member does not need the moral absolutesof right and wrong as claimed by Aristotle but the desire to identify with oneor more of the central characters instead of merely rationalizing about theirfates without feeling was too strong in the vast majority of theatre-goers. Brechtis claimed doubly to be both a modernist or one of the first post-modernists.Although some claims have been made that a taste for his kind of theatre quicklyinspires in the face of so much cynicism, his importance and the size of hisimpact upon world theatre cannot be underplayed. Today, many of his conventionsare so common as to be taken for granted whilst a collective of Brechtiansstill operates and remains as long-standing proof to the glory of his genius. Conventionalrelief in theatre and Artauds rejection of it Everygeneration is locked in a perpetual struggle with those that come both beforeand after to break free from the shackles of their ancestral traditions, carvetheir own identity and thus prepare the way for a similar fight with thegenerations that are to follow. Although social morays may seem to remain stilland constant, this is only an illusion, one that can only too easily be piercedby artistic expression. Artists have often been marginalized as second-ratemembers of society, ones that are not indispensable to the everyday running ofour lives. Seen as not producing useful since all their efforts did not feed,clothe or warm anybody, it became a painful reality that if actors or musicianswanted to survive, they were required to curtail any creativity and pander toprecisely what their audiences desired. While this unfortunate turn of events could be passed off as a mere passage in the history of theatre, it left behind some highly tell-tale signs. The simplest of these is that from the Renaissance onward through the Classical period, theatre had become significant with escapism. The majority of plays, and here one cannot deny Aristotles continuing influence, harked back to former days lamenting a fallen age of glory, honour and noble deeds. Whilst this fond reminiscing was unimpeachable in its desire to awaken a better side of humanity in audiences, it often met with boredom and

Mainstream Media Is The Mouthpiece Media Essay

Mainstream Media Is The Mouthpiece Media Essay There is no doubt that mainstream media and social networking websites have ballooned over the past few years to encourage the acceptance of 1Malaysia Concept to citizens. The 1Malaysia Concept was initiated by Prime Minister Datuk Seri Najib Tun Abdul Razak on 16 September 2010, as a platform to build upon the unique strength of the diversity of multiracial Malaysia. It is the Prime Ministers fervent belief that the preservation and enhancement of this unity in diversity will remain the countrys best hope for the future. So promoting the realization and greater understanding of the 1Malaysia Concept by Malaysians is extremely important for the mainstream media to cover by reaching citizens. This 1Malaysia program consists of 1Malaysia Shop, 1Malaysia Clinic, 1Malaysia Menu, 1Malaysia Peoples Housing (PR1MA), to help the middle income group to have better access to house ownership and 1Malaysia Peoples Taxi (TR1MA) aimed at improving the countrys public transport services and so on t hat provides many benefits and services that citizens can enjoy and save money. According to The Star Online News (Understanding 1Malaysia, Joshua Foong, 2010), various strategies, programs and activities have been implemented through the ministries various departments and agencies to promote the 1Malaysia Concept. In order to take stock on the effectiveness of the 1Malaysia promotional initiatives, the ministry undertook a random survey on the extent of the peoples public awareness, understanding and acceptance of the 1Malaysia Concept as part of the ministrys KPI (MKPI). According to figures by the ministry, a total of 12,212 respondents participated with 82% from the number saying they were aware of 1Malaysia and while a further 69% understood the concept. The ministry targets on having at least 50% of the total population of 27mil in accepting the 1Malaysia concept this year. A statement released by the ministry said continuous dissemination of key messages on the 1Malaysia Concept will be a pivotal factor towards inculcating better understanding and accepta nce of the concept by Malaysians in time to come. From here, we know that media plays an important role to deliver the government policies or information to citizens. We have employed various channels to spearhead the promotion. They include the electronic media (TV and radio), print media (newspapers, booklets, leaflets and posters), new media (websites, blogs, Facebook), face-to-face communication (talks, briefings, seminars) as well as cultural activities (acting, singing and dance performances), said by Datuk Seri Dr Rais Yatim. Such dedicated programs and activities all over the country have received positive response, strong support and participation from all sectors of the community, heralding much promise for the future. (Understanding 1Malaysia, Joshua Foong, 2010). Despite the traditional mainstream media, new social media technologies such as facebook and blogs are being used by the government to promote and encourage citizens to accept this information, resulted the 1Malaysia Concept are getting popular. While in (Najib Urges Media to Help Promote Mederation, 2010) our Prime Minister urged the media to play the role as a promoter of moderation to take back the centre and reclaim the agenda for peace and pragmatism. He said the movement of the moderates could marginalize the extremists, and that the media had a significant role to play in this quest. While according to The News Straits Time (1Malaysia concept a great vision,2012), the 1Malaysia Concept is a great vision in promoting unity not only to the Malaysian people but also to the region, United Nations secretary-general Ban Ki-moon said today. He said the concept could help in raising tolerance towards the different religions, cultures and traditions as Malaysia is a multi-ethnic, religious and cultural country.    Another article from The Star Online News (Najib: Translate 1Malaysia concept to benefit people, 2012), Najib said the Barisan Nasional government had introduced various 1Malaysia services and products to assist the people, such as 1Malaysia Peoples Aid (BR1M), which was warmly received. 1He said the 1Malaysia Concept should be translated into something tangible and benefits the people and not just remains political rhetoric. He emphasized that more 1Malaysia services and products were needed to help ease the rise in the cost of living. For example, specially-composed 1Malaysia songs and the 1Malaysia advertisement are aired daily via various TV and radio stations run by RTM. In Ai FM radio station, we can hear that the radio station everyday aired the information about 1Malaysia Concept in attempts to encourage citizen to accept the 1Malaysia Concept. For the private networks as well, they are tends to promote this concept and resulted the 1Malaysia Concept have been well-received a nd getting popular. Additionally, according to The Star Online News (Understanding 1Malaysia, Joshua Foong, 2010), showed that, around 18,070 lectures have been conducted by the information department this year in 139 districts involving about 550,000 people. Booklets and leaflets on 1Malaysia have been distributed as well at the state and district levels to be used as handy reference. The ministry has also been working towards disseminating the 1Malaysia concept to all participants undergoing National Service training (PLKN). From the articles above, we can see that various channels or mainstream media are being used by the governments to disseminate the 1Malaysia Concept that brings a lot of benefits to the citizens. Many channels have been covering this policies information to reach different levels of the citizens, and keep emphasize and re-emphasize the idea of 1Malaysia Concept is to harmonize citizens of different races in this country. As we can see that, the ways the mainstream media in order to cover 1Malaysia Concept is very neutral but had successfully shape the citizens mind gained the attention and the acceptance of citizens. More and more citizens can understand the concept for a better tomorrow. However, in today advanced social networking era, we can see that more and more people are using social media sites to get news and share the information, such as Facebook, Youtube, Twitter and so on. Facebook is the top media site in Malaysia and there are 90% of Malaysian uses Facebook as their prime social media network. In order to attract more citizens get to know about 1Malaysia Concept, or even to convenience the citizens to get more information, it is found that there were a homepage of 1Malaysia existing in Facebook that citizens can get the information and share it among their friends around the world. Other than that, the government also created a website of 1Malaysia The Personal Website of Dato Sri Najib Razak that intended to provide a free and open forum to discuss the things that matter deeply to us as a Nation. The website provides a chance to express and explore the many perspectives of citizens. Citizens can download the booklet as well from the website to get mor e detail about what kind of benefits that as a Malaysian can enjoy. In terms of today commercial culture, advertisements exist at anywhere and anytime. People are highly exposed with the advertisement indirectly. The 1Malaysia advertisement can be found in local newspaper, TV or radio advertisement as well as social network, shopping malls, billboards along the road and so on to make the advertisement intangible in order to reach everyone and their target audiences. We can see the logo of 1Malaysia Concept at anywhere especially in government webpage, government office, government clinic and hospital, banners of PROTONS flyer and even can be found in the products of goods which is made from Malaysia. TV and radio are the most effective ways to make the citizens to accept the 1Malaysia Concept because the 1Malaysia Concept. According to mass society theory, media were seen as only one of many disruptive forces, cancerous force within society and have to be purged or totally restructured. Media have the power to reach out and directly influence the min ds of average people. Once the peoples minds are corrupted by media, all sorts of bad, long-term consequences result bringing not only ruin to individual lives but also creating social problems on a vast scale. As it is say that, people are vulnerable to media because they have been cut off and isolated from traditional social institutions that previously protected them from manipulation. But in propaganda theories, media became the focus of attention. One of the common propaganda techniques is intended to make many people respond to the information overload situation pressured by processing the messages as quickly as possible, therefore by making mental short cuts. In addition, propaganda theory also is the no-hold-barred use of communication to propagate specific beliefs and expectations. For example, the slogan of 1Malaysia Concept in recent and past few year which in year For example, the slogan of 1Malaysia Concept in recent and past few year which in year 2009 People First, Performance Now (Rakyat Didahulukan, Pencapaian Diutamakan), in year 2010 Generating Transformation  (Menjana Transformasi), in year 2011 Transformation Successful, People Prosperous (Transformasi Berjaya, Rakyat Sejahtera), and in year 2012 Promises Fulfilled (Janji Diterpati). It is can say that the used of the slogans in 1Malaysia Concept is to make the citizens believe in, seek to g ain the support and acceptance from the citizen as well as other expectations. In other words, the uses of propaganda attempt to change the way of people act and influence their perceptions. The social chaos initiated by media will inevitably be resolved by establishment of a totalitarian social order. In other word, mass media should debase higher forms of culture, bringing about a general decline in civilization. While in modern propaganda theory, the argument of this modern propaganda theory is that powerful elites are so thoroughly control the mass media and their content that they have little trouble imposing their truth on the culture. The theory is facilitated by three factors i.e. an audience, the use of sophisticated polling and survey procedures, and the incorporation of media companies into mega conglomerates. These factors combine to put untold power in the hand of powerful business and governmental elites without the publics awareness whether the information is true or not. In conclusion, in nation all over the world, the media has to adapt to the political system in which they are operating. How much freedom that the media can enjoys is indicative by the political system that they operate in. In a democracy country, media and politics will always have close ties. Mainstream media is the mouthpiece of the government in nation to disseminating the information on government policies, programs and messages to the citizen. But because of the mainstream media is often heavily influenced by the governments and corporate stockholders, the news it reports on is often kept as neutral as possible or typically of general interest, to avoid losing members and the audience, therefore, they avoid reporting on controversial or sensitive topics especially topics about cultures and religions. For this reason, some people speak disparagingly about the mainstream media, arguing that issues of importance often do not reach the general public. No private-owned newspaper or radio and TV stations are allowed to discriminate the government openly and thus no dissident voice is heard. The government decides what kind of information the citizens should know and the government tends to control or regulate the media by laws but allowed a certain degree of freedom, as long as the media operates within the prescribed perimeter, it will not be harassed. Mainstream media is often associated with reliability and integrity, enforced by firm journalistic standards and the presence of supervisors and review boards who are supposed to ensure that the news is accurately reported. However, the mainstream media is also accused by some individuals of being extremely biased. The political leanings of major media companies may come out in the type of coverage it has, for example, and the choice to refrain from publicizing controversial stories may be viewed as a lapse of integrity. Social justice issues often receive scant coverage in the mainstream media, to the frustrati on of people who want to alert people to such issues. Because of this, more and more people are moving forward to look for other sources that allowed them to know the truth, whether the 1Malaysia Concept is really beneficial as a citizens of Malaysia. The internet has held hope for many Malaysians who are seeking wider democratic space, to enhance freedom of expression and democracy in Malaysia.

Richard II in William Shakespeare Essay -- Hero Richard II Shakespeare

Richard II in William Shakespeare The plays of William Shakespeare are generally easy to categorize, and the heroes of these plays are equally so. However, in the history play Richard II, Shakespeare’s king is more ambiguous than Hamlet or Romeo– there is no clear cut answer to whether Richard II is a tragic hero... or simply a tragedy. Historically, Richard II was crowned at a very young age, forced into the role of monarch, and thrust without hesitation into the murky world of political intrigue, which perhaps lends his character sympathy because he had no choice in his fate. However, despite his forced role in life, Richard II seems to rely on the concept of divine right to secure his throne, making no effort to sustain it once it is â€Å"irrevocably† his. Richard II is both the tragic hero and the tragedy– simply playing the role of King for the majority of the play, but only coming into his own after he is deposed, and only then to fight for his own existence. From the beginning of the play, Richard II is apathetic at best in his royal role. By exiling Bolingbroke and...

To Kill A Mochingbird: Trial Of Life :: essays research papers

Trials of Life   Ã‚  Ã‚  Ã‚  Ã‚  Life is all about experiencing, learning, and growing up. The novel To Kill a Mockingbird written by Harper Lee shows many examples of growing up during the Great Depression. To Kill a Mockingbird is set in the South during the 1930’s. The novel is a summary of the lives of the Finch family and their learning experiences. Atticus Finch, a single parent and lawyer, informs and advises his kids as well as many others about the realities of life. Jem and Scout, his children, encounter many growing experiences throughout their childhood. Dill, Jem and Scout’s friend, visits his Aunt Rachel during the summer. He too encounters growing experiences along with Jem and Scout. These four characters lives are prime examples of the trials of life.   Ã‚  Ã‚  Ã‚  Ã‚  Throughout the novel To Kill a Mockingbird, Atticus teaches many lessons about people, society, and life, especially to Jem and Scout. In Chapter 11, Atticus says to Jem, â€Å"...I wanted you to see what real courage is, instead of getting the idea that courage is a man with a gun in his hand. It’s when you know you’re licked before you begin but you begin anyway and you see it through no matter what...† Atticus tells Jem this after Mrs. Dubose, their neighbor, dies. By saying this, Atticus is teaching Jem that courage comes from within oneself and takes mental strength and maturity.   Ã‚  Ã‚  Ã‚  Ã‚  Atticus teaches Scout to fight with her head instead of her fists in Chapter 9, p. 80 when he says, â€Å"...you just hold your head high and keep those fists down. No matter what anybody says to you, don’t let them get your goat. Try fighting with your head for a change...it’s a good one, even if it does resist learning.† Atticus teaches this concept using himself as an example. He is always calm and fair to everyone.   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  2 â€Å"But he’s gone and drowned his dinner in syrup,† I protested, â€Å"He’s poured it all over.-† In this quote during the beginning of the book, Scout shows a lot of immaturity. She shows immaturity by making fun of her guest, which is something that is normally done by people who don’t know better, or are too young. Scout shows signs of immaturity similar to this throughout the book. It is not until the middle and latter parts of the novel that Jean Louise starts to show signs of growing up and maturing.

Virgin Corporate Strategy

VIRGIN’S GROUP CORPORATE STRATEGY DIVERSIFICATION 1. Introduction The Virgin Group is one of Britain’s biggest and successful empires in the 21st century. The company has successfully incorporated a great number of diverse industries under the Virgin brand. This includes travel, mobile, financial services, leisure, cosmetics, retail, and music businesses. Virgin has been able to dominate the British market and has therefore continued to rapidly expand into other regions such as the United States, Canada and Australia. The enterprise was founded by Sir Richard Branson in 1970 as a simple mail-order record retailer and has grown into one of the most prosperous business empires in the business world. To date, the Virgin Group has globalized and established in over 200 small to mid-sized firms, employing over 25,000 people. As a result, the company has exceeded over $7 billion in revenue in 2002. Each one of Virgin’s 200 firms operates as a single entity. Branson either holds ownership of a firm as CEO, or has a minority or majority stake. The Virgin Group does not hold a hierarchal presence within the empire, which allowed its various subsidiaries to operate in an autonomous manner. 2. Richard Branson: The strategic thinking As the creator of Virgin and a famous personality around the world, Richard Branson has created an entrepreneurial culture that is carried throughout the Virgin group of companies. His anti-corporation and anti-bureaucracy spirit resulted in a flat organizational structure with transparency and quick communication; his loyalty and care for friends let to an organization with great employee focus, and also attracted some of the best people to work for him for a moderate salary. Looking into his kind of strategic thinking, we can see that it is characterized by having a strong relationship with risk. His attitude towards risk is explorative, willing to take risks in order to enter into completely new businesses that the company knew nothing until now. In addition to this, their type of thinking, as an mage of their leader, is characterized by being intuitive, requiring no systematic risk analysis, based largely only in the rapid perception of alternative strategic intuition. This kind of thinkers are formerly known as entrepreneurs but in this situation combined with a strong social component as Sir Richard Branson often uses himself to convey the group’s message into the media or as a tool to promote the group’s brand. Is this kind of strategic thinking that explains the high level of unrelated diversification of the group that we are exploring in this report. 3. Organizational Analysis and Corporate Strategy Values The Virgin Group’s overall brand identity is built upon the founder Richard Branson’s philosophy which states that â€Å"if you keep your staff happy then the customer will be happy, and if you keep the customer happy then the shareholders are happy†, â€Å"shape the business around people†, â€Å"Build don’t buy†, â€Å"Be the best, not the biggest†, â€Å"Pioneer, don’t follow the leader† or â€Å"staff first, then customers and shareholders† are some the main guidelines of Richard Branson and we can see it as some of the company values. This underlying belief transcends into each one of Virgin’s subsidiaries and into each individual organizational culture. This is evident in the way in which members of the Virgin group interact with one another, as it is apparent that all members at Virgin agree strongly about certain beliefs, values, and assumptions, which are reinforced within the company. Virgin has continually retained a strong belief that it is their employees who: deliver brilliant customer service; give the company its personality, shape its culture, and innovate. They are viewed as Virgin’s greatest asset and as such, management believes that employees should be treated with respect. Management looks after their employees’ welfare and allows them the freedom to grow and be themselves. Virgin actively encourages personal expression, whether it is in their speech, creative and conceptual thinking, or dress code. It is these fundamental values and beliefs that have allowed Virgin to thrive in such a competitive environment, challenge new opportunities and excel in its markets, while still continuing to operate with integrity. As we know the core competencies of a company should meet three requirements: -Significant value creation for the clients Difficulty of imitation by competitors -Access to new markets As we look into Virgin we can see that each subsidiary shares a set of values that are continually strengthened: value for money, excellent quality products, brilliant customer service, innovation, competition and consistently having fun throughout the process. Virgin would only put its name to a project if it met four out of five criteria: it must be innov ative, challenge authority, offer value for money by being better than the competitors, be good quality, and the market must be growing. In such a large conglomerate empire as the Virgin Group, these broad set of fundamental beliefs continually work to strengthen the company’s brand as well as its culture. 3. Corporate Strategy formulation: Diversification Entering new markets using the brand Virgin is the strong asset of the group. Diversification is the name of this process in which Virgin leveraged his brand recognition as a form of growth strategy for the company. It seeks to increase profitability through greater sales volume obtained from new products and new markets. There are two kind of reasons for which a company look for diversification: – Defensive reasons which may be spreading the risk of market contraction, or being forced to diversify when current product or current market orientation seems to provide no further opportunities for growth. – Offensive reasons may be getting into new positions, taking opportunities that offers greater profitability than expansion opportunities, or using retained cash that exceeds total expansion needs. Instead of focusing in increasing the main competencies of their initial core business Virgin focused in diversifying risk acquiring new skills, new techniques and new facilities hence through an offensive strategy. Therefore, they followed not the internal development of new products or markets or acquisition of new firms but alliance or joint ventures with a complementary company which could enable them to operate in a new and unrelated market based on a set of attributes and values rather than a market sector. It was about being the consumer's champion! We can all this type of strategy as Conglomerate diversification (or lateral diversification). The corporate strategy of the Virgin Group is to operate like a venture capital firm based on the Virgin brand. This strategy involves non-related diversification at the individual business unit level. By leveraging on the Virgin Brand which has established prominence in the minds of consumers, Virgin is able to enter new business areas s haking up existing orders. Branson’s has entered in a business after another in which he perceived a set of consumers that were being underserved by a complacent and dominant player. The unique Virgin culture also allows Virgin to execute its ventures very effectively which were inspired in the keiretsu system as Branson was a convicted fan of the Japanese approach to business and â€Å"their commitment to long-term development and focus on organic growth†. The similarities are in a sense that Virgin is a group of companies pretty much diversified which have formal links in management and financial and also share a common identity. The formal linkages between the companies are, as we saw in the case, the ownership, the brand and the management. In order to protect the brand Virgin and Branson’s name the group is keeping some companies that are running with losses. Speaking in financials they are selling some of the most profitable companies as Virgin Records to finance the new start-ups. This is due to the fact that they identify a company operating in a segment which is clearly moving toward maturity to decline and instead of keeping it they sell moving to a new and growing market through diversification. The Virgin Group covers a wide range of industries-from Travel and Tourism (Limousines, Vacations, etc. , Leisure and Pleasure (Spa, Games, etc. ), Social and Environment (Green Fund, Virgin Earth), Beverages (wines and soft drinks), Media and Telecommunications (Radio, Broadband, Mobile, etc), Books, Clothing, Finance and Money, and Health (Health Bank, Life Care). But despite its diversification in terms of industries and products, it never diversified its brand names. All of its services and products in every in dustry have the name Virgin affixed to it. Virgin is a strong but universal brand name; so universal that many analysts believe the group should franchise to others unrelated companies. The Virgin brand made it possible to overcome barriers to entry in various industries and sectors and has been the group’s most important asset, together with Richard Branson. 4. Virgin Cola: Overview of Strategy Formulation Virgin Cola was created up during the early 1990s in a joint venture with Cott, a Canadian company that specializes in bottling own-label drinks for the UK market. Cott was looking for a major international brand that could have global appeal. That’s when Richard Branson attempted to extend the Virgin franchise into the cola market. Using the brand pattern in the Virgin Group’s diversification strategy, Branson claimed to fight the incumbents, Coca-Cola and Pepsi Cola in alliance with an organization with core competencies in this area. Within a few months of its release, Virgin Cola had a 50% market share in the outlets that sold it. As Virgin stands for value of money, quality, innovation, fun and a sense of competitive challenge they focus in the brand awareness to create the differentiation from the main competitors. Cross-promotion has been Branson's main weapon, serving Virgin Cola on Virgin Atlantic flights and (until they closed down) at Virgin Cinemas. In fact, we can see that this pattern was repeated successively in each new diversification, in each one was followed by expansions of the products markets, based either on new strategic alliances or within internal development and Virgin Cola followed the trend and also increased the portfolio and created new products (flavor expansions). The strong brand positioning and the innovative character were the key issues in the product differentiation options which can be can be explained due to the client’s linkage with the High risk perception associated with the product’s potential malfunction and the client’s low level of confidence in the choice of the product. We can also observe several stages of internationalization to countries where there was an Anglo-Saxon matrix, in this case France, Belgium, South Africa and later on the US. We can also see that there are still some actions regarding vertical integration, but more with a commercial purpose rather than operational. So far it has failed to overtake Pepsi in the UK as Richard Branson claimed it would, and unlike Pepsi or Coke it's relatively hard to find cans of Virgin Cola on sale anywhere as they have a weakness in distribution channels.

Vioxx Recall

IntroductionMerck, one of the world’s leading pharmaceutical markets, had enjoyed a long reputation as one of drug companies that prioritize ‘ethical and socially responsible’ as their company’s main core values. They once had been recognized as â€Å"most admired company† for unbelievably seven successive years by Fortune magazine and also persistently listed as one of best companies to work for. With their flawless and honorable reputation, no wonder Merck ranked fourth in sales, fifth in assets and market values, and first in profits; where they earned $7.33 billion in 2005 (Lawrence, 2006).However, no one would have thought that someday, this company’s stability will be in questioned. That’s what happened in 2004. The company’s best-selling prescription painkiller, Vioxx turned out from a â€Å"blockbuster drug† to â€Å"blockbuster disaster† when it is believed that it increased the risk of heart attacks and st rokes. Consequently, Merck had to deal with many challenges; the plunge in the stock’s price, lawsuits, investigations and others. Until, in September 2004, Merck had to pull Vioxx off the market to focus on taking responsibilities for every trouble they have caused. This report will discuss in summary about what had happened; the behavior of  Merck towards risk associated with Vioxx, safety measures that should have been taken, the recall of Vioxx and some recommendations; which all will be explained further later on.Socially Responsible and Ethical MannerThis section will focus on the action of Merck; whether they have acted ethical and socially responsible with regard to Vioxx, and these actions will be addressed in terms of drug development and testing, marketing and advertising, relationships with government regulators and policy makers, and the handling of the recall. Also, this section will provide a few suggestions; what could or should Merck have done differently, if anything. George W. Merck, the company’s long-time CEO once said that, â€Å"We try never to forget that medicine is for the people, not for the profits. As long as we remembered that, the profits will follow; they never fail to appear†. This statement then decided to be set as their priority and guidance for every of their actions. However, did they really have acted ethical and socially responsible towards this value? No, they’re not. Why?Drug Development and TestingLet’s take a look at the situation first. Back in the old days; before the drug was approved, there are some doubt on the safety of prescribing Vioxx. Although it is still in the early stage, research made by Merck scientist suggests that there are high cardiovascular risks associated with the prescription of Vioxx. This was confirmed as stated in an e-mail by Dr. Alise Reicin (one of the Merck scientists), according to The Wall Street Journal. In the e-mail, she expressed her concerns in the possibility of cardiovascular events prior to prescribing Vioxx.She also had planned to communicate those results to her senior management; however, nothing’s happened. In 2000 (when Vioxx already in market), a research financed by Merck was conducted. This study; code-named VIGOR was designed to study gastrointestinal side effects by comparing it with the effects of taking naproxen (Aleve). The results of VIGOR later suggest that although Vioxx are easier on the stomach compared to naproxen, it also contribute to risks of suffering heart-attacks fives time higher.However, they denied the risks inherent in Vioxx by simply stating that the findings were in favor of the  heart-protective effect in naproxen. In 9 March 2000, Dr. Edward Scolnick; the company’s research director finally admitted the presence of cardiovascular risks inherent in Vioxx. Then, they considering to reformulate Vioxx by adding an agent to prevent blood clots (in the meantime, might reduce c ardiovascular risk), but somehow, they dropped the project. Analyzing from the situation above, clearly that Merck have not acted ethical and socially responsible in the Vioxx’s development and testing.Why? Here are the reasons. At first, if Merck already knew about Vioxx’s dangers and defects, especially in the development phase, they should never ever try to even put the drug in the market for prescription. Instead, they should finance and urge their research or scientist team to try reformulating the drug so that the harmful side effects can be removed, or at the very least, minimized. As for the results of VIGOR; where Vioxx was already there in the market, they should not denied whatever test or research that have been made and was proven to be true. Alternatively, Merck should have taken the drug off the market right then and explored other options to improve the drug. 2.2 Marketing and advertisingAs a fact, the advertising technique used by Merck and other drug companies at that time was Direct-to-Consumer (DTC). Granted by the FDA in 1997, this technique allows companies to directly advertise their prescriptions to respective target customers. To seize the opportunities, Merck then employed tens of thousands of sales representatives; mostly attractive young men and women. These people will then go to promote the drugs; often around the doctors’ offices where they will talk about the drugs and give out free sample.Aside of that, Merck also snatch the occasion by placing numerous ads on television, magazines and newspapers. One example of famous ad for Vioxx will be the ad featuring Olympic figure skating champion, Dorothy Hamill. In the ad, she slither elegantly across an outdoor ice rink, and later telling the commercial viewers that she would not let arthritis stop her. By all means, Merck did not act in an ethical manner in this term too. Why? Firstly, it does not communicate the full aspects of the products well enough; no messa ge regarding the safety precaution. This is illustrated in the Dorothy’s commercial, where the ad did not convey their message strong enough about it safety.It is afraid might exposed patients to prescribe  without having knowledge about the medicines, whether it is safe or not. Thus, what Merck could do differently is that, they should disseminate the full features about the drug, especially if the drug does inherent some risk in prescribing it. In addition; they can also convey the message simply by labeling or tag the bottle of the drug with some safety and precaution measures. In terms of DTC advertising, they should not put pressures on the doctors, because this might forced these doctors to recommend drugs that might not suitable for the patients. One way to deal with this approach is to forbid companies from giving gift or other forms of briberies in attempt to persuade doctors to bring their drugs to the attention of patients; since this is what Merck do behind the door.Relationships with government regulators and policymakersBack in the United States, the main body that regulate and conduct clinical trials to measure the safety and effectiveness’s of a drug before it can be sold to the public was the Food and Drug Administration (FDA). To relate with this context, one of the reason why Merck became the leader in pharmaceutical industries is because it’s strong influence â€Å"at the top†. By lobbying, Merck and other drug companies consistently donate large sums of money to political parties, and this benefits them in terms of influence they had over some superiors, even at the FDA.The unethical actions of Merck were demonstrated during the â€Å"one-by-one† discovery of Vioxx’s bad side effects; where Merck keeps ignore the findings over and over again with various excuses. It is undisputable that such actions might be simply because those influences they thought they had over the regulators. If analyzed ca refully, their actions in handling the controversy might be influenced by the notion of â€Å"bribe† they have done over the past years; where they donate money to political parties. Thus, the act of so-called â€Å"donation† should be prohibited (fortunately, it was banned in 2003).Handling of the recallThough Merck consistently irresponsible socially and ethically in the way they dealt with the Vioxx situation, the handling of Vioxx recall from the pharmaceutical market seems to be managed appropriately and in a professional manner by Merck. On September 30, 2004, Vioxx was officially withdrawn from market associated with Merck press conference. In addition, Merck also revealed that the Vioxx issue was being investigated by the US  Justice Department, the Securities Exchange Commission and the US Congress. In this context, the only thing that Merck should have done differently is that whenever they found out any risk associated with their drugs, they shouldnâ€℠¢t wait any longer, even for one week, to withdraw their drugs out of the market.Rate of stakeholdersIn this section, the focus will be converged on the best ways to protect consumers of prescription medicines. This section also will outline what are the specific roles of stakeholders available in assuring the safety and effectiveness of prescription medicines. And by the term ‘stakeholders available’, explanation of the roles will be viewed from four perspectives of pharmaceutical companies, government regulators and policymakers, patients and their physicians and the court system.Pharmaceutical companiesNot just Merck, other pharmaceutical companies also should realize that they have a huge responsibility to ensure the safety of their respective customers, so that it can benefits themselves in return. As for Merck, who having â€Å"try to never to forget that medicine is for the people, not for the profits† as their touchstone of core values, they should have b een a better pharmaceutical companies in protecting their consumers. How? There are various ways to do so.First and foremost, and the most basic one is to remember the idea that medicines is for people, not for the profit. As long as they put people first, it is possible that customers will keep their loyalty with the company. Aside of that, companies also should realize that they are accountable to conduct more research and testing on their drugs before it can be placed in a market; so that nothing bad happened to their customers in the future. In addition, if their drugs do possess some risks in consuming it, at least put some warning or safety labels so that patients aware of that risk before prescribing it. 3.2 Government regulators and policymakersThis might be harsh, but the fact that all the problems occurred in the case of Merck and Vioxx are not just because of them alone, but the FDA too. If  FDA pays more attention, awareness and inspect on the safety of Vioxx more rigo rously, Vioxx may not be in the market at all, and thus might save people’s life. As a lesson, the following recommendations might help government to not let the same thing happened.First, drug-area regulators should ensure all new drugs that are going to be released to the public have been tested long enough and proven to be safe. In addition, all government regulators and policymakers in the field of pharmaceutical industries also should bear in mind that they have a huge responsibility in protecting the public against any harmful and risky drugs, so that they will not go easy on the companies that do not abide the law.Patients and their physiciansAside of government and pharmaceutical companies, consumers also should know their responsibility in protecting themselves against various harmful and risks associated with prescription medicines. One way to ensure the effectiveness and safety of a drug before prescribes it, is by looking for extra information about the prescripti on medicines. Consumers can do that by asking for opinion from their physicians and other experts, or even by accessing Internet. This way, patients will have the knowledge whether the drugs is harmful or not. On the other hand, physicians should be more aware against any types of bribes and kept in mind to avoid it no matter what, and be more honest to their patients to guide them about the safety of prescription medicines.The court systemTo protect consumers of prescription medicines, what the court system can do is to be more strict in the jurisdiction against any company that do not abide the law in assuring the safety of drugs, and zero tolerance with those who attempt to involve in briberies.Suggestion for ImprovementsPrior to this case study, it can be said that the main reasons why there are so many risky and harmful drugs in market are because the pressures put on the FDA to approve new drugs faster by consumers and drug companies alike. This led the FDA to sometimes overlo ok the risk and safety of certain drugs because of the pressure to meet the demands for these medicines. In this context, one of the changes that can be made is the FDA should extend the  time of approval of new drugs so that any necessary research can be made. This thus led to a better knowledge about the safety of the drugs before it can be sold into a market.Aside of that, DTC advertising system also need to be monitored continuously so that any acts of bribe such as gift, donation, etc. can be avoided. Lastly, it is suggested that all present system that regulates the law and policy of pharmaceutical industries to put some restrictions and even punishment for those companies that simply do not comply with the standards set.ConclusionThrough the case study, it can be said that Merck was indeed a successful company in their time. Although their low-point period was kept â€Å"in the eye of the storm† more than whatever success, honors, and recognition they did achieved be fore, Merck should be more appreciated for whatever great things that they have done in the past years. If only Merck do patience a little bit and not to rush with the introduction of Vioxx; instead they spent a longer time in minimizing the risks inherent in Vioxx to a much more safer, it is possible that Merck might continue to be one of the most successful company in today’s world.Unfortunately, the past cannot be changed. What was left for Merck now is to build back their image, but it’s all depends on the company itself. Should or shouldn’t they? Of course they should. Everybody deserved a second chance. Yes, Merck did not act socially and in ethical manner before, but if they do get back to do what they were used to do; of course, without all those illegal and immoral behavior, comeback sure to follow.