Development of the Renaissance Centralized Church Plan Essay

Analyze the development of the centralized church plan in Renaissance architecture (15th and 16th centuries). In your examples, include an analysis of meaning and symbolism. During the Renaissance period, new centralized church plans developed as a result of a more scientific approach to nature. The idea of precise proportions and measurement emerged through Vitruvius’ theory regarding human anatomy. Vitruvius described how human body, with extended arms and legs, fits perfectly into the most basic geometrical shapes: circle and square. This concept triggered the minds of artists during the Renaissance to take on a new approach for church plans (Honour and Fleming 444-445). However, it is not until the fifteenth century that the centralized plan was regarded as a divine expression when Alberti discussed scientific method of maintaining God’s image through mathematical approach in De Re Aedificatoria, a treatise containing the first full program of the ideal Renaissance church (Tavernor 30). From Alberti’s perspective, a centralized plan should reveal God’s symbol while keeping pure forms of absolute mathematics in the structure, therefore the Greek-Cross figure is favored (Heydenreich 36). His theory influenced many others to realize the importance of the Greek-Cross planning method, and this is reflected in works such as S. Sebastiano, Maria Della Carceri and St. Peter’s. Thus, the Greek-Cross centralized church plan was developed, that became the divine figure for Renaissance architecture. The development of Greek-Cross plan is derived from Alberti’s theoretical demands based on Vitruvius’ basic principles of accuracy and proportions. In the early sixteenth century, Vitruvius began answering questions regarding how a buildings proportion is constructed through human anatomy (Wittkower 22). Such question is further raised through Vitruvian figures drawn within a square and circle became a symbol of the mathematical relationship between man and god through geometry (Wittkower 25). Alberti, who suggested that to obtain architectural perfection, one must follow the basic laws of symmetry and proportions, expanded on these early ideas. In his treatise, he had defined the laws of symmetry and proportion through the physical characteristics of the human body (Tavernor 40). There, he combined a square and circle to generate the image of the geometrical shapes in relation to human anatomy, identical to Leonard Da Vinci’s drawing of a man with outstretched limbs located within a circle and square (figure 1). Alberti’s intention was to clarify the ideal architectural beauty for others during the time, through accuracy and precision (Tavernor 40). The Greek Cross central plan is developed through three transformations from the square, square plus one-half, square plus one third, and the square doubled (Murray 58). If these square ratios are applied to architectural plans, more complex figures can be produced; subsequently the centralized Greek Cross plan was developed and was a visible expression of the Divine Proportion. (Smith) Alberti’s obsession over geometrical perfection involved applying his theory within the interior structure as well. For example, the height of the wall up to the vaulting in round churches should be one-half, two thirds of three quarters of the diameter of the plan. These proportions of one to two, two to three, and three to four conform to Alberti’s law of harmony, written in his treatise (Murray 58 58). It was Alberti who expressed the theory of beauty in his writing, which became so influential for the High Renaissance. He defined beauty, â€Å"harmony and concord of all the parts, so that nothing could be added or subtracted except for the worse† (Smith). From Alberti’s explanation, the symbolism of the Greek Cross is regarded as a beautiful and natural figure, representing every aspect of God due to the precise measurements on all sides of the shape. Therefore, Alberti argued â€Å"Beauty will result from the beautiful form and from the correspondence of the whole to the parts, of the parts amongst themselves, and of these again to the whole; so that the structures may appear an entire and complete body† (WIttkower 31). He believed to thoroughly appreciate Renaissance architecture, one should understand architecture is not based on theories of function but rather view it as mathematical theory of proportion (Smith). Another significance from the Greek Cross central plan is signifying the development of Renaissance architecture. For Alberti and architects of the Renaissance, the emphasis on classicism is ideal, which challenges a different approach from the previous. Pursuing mathematical order and simplicity of pure whites have replaced the Roman gothic style churches (Heydenreich 27). Also, the prominence of classical features is more suited for Alberti’s theory of proportion so that all sizes and shapes are defined. A clear example of Renaissance classicism is S. Sebastiano, where Alberti used Greek-Cross plan that shows almost all of his own theoretical requirements as well as several classical elements in the architectural design (figure 4) (Murray 59). Alberti’s argument for incorporating classicism, a high flight of steps and pilasters at the temple front is best supported by architect Palladio’s correspondence with Alberti’s ideas: â€Å"buildings in which the supreme Being is invokved and adored should stand in the most noble part of the city, raised above the rest of the city†¦they ought to be built so that nothing more beautiful could be imagined and those who enter should be transported into a kind of ecstacy in admiring their grace and beauty. Buildings dedicated to the omnipotent God should be strong and everlasting†¦Ã¢â‚¬  (Wittkower 31) This idea of rising above is coherent to Leonardo Da Vinci’s principle, which he adhered to in all his designs (Wittkower 26). S. Sebastiano exemplifies the meticulous image of Renaissance beauty, and developing architectural style beyond the Roman gothic style (Smith). Another example of a building resembling absolute proportion is St. Maria Della Carceri, designed by architect Giuliano Da Sangallo. After Alberti’s treatise on architecture was published in 1485, the centrally planned church became popular. Many architects during the Renaissance conformed to his law of harmony. Within the same year, the church of St. Maria Delle Carceri was the first Greek-Cross structure built. The entire interior and exterior description of Giuliano da Sangallo’s church complies with Alberti’s theoretical demands, demonstrating the impact Alberti made through his publication (Wittkower 31). The plan for St. Maria Delle Carceri is based on the two elementary figures of square and circle, where the depth of the arms is half their length and the four end walls of the cross are as long as they are high, therefore forming a perfect square (figure 2). The structure contains desirable symbolic feature by integrating a dome in the center. It appeals more to Christianity to represents closure towards heaven or God’s presence. The grand church is viewed as â€Å"†¦a majestic simplicity, the undisturbed impact of its geometry, the purity of its whiteness are designed to evoke in the congregation a consciousness of the presence of God – of a God who has ordered the universe according to immutable mathematical laws, who has created a uniform and beautifully proportioned world, the consonance and harmony of which is mirrored in His temple below.† (Wittkower 31) Donato Bramante was another architect who responded to historian’s theory concerning centralized plan. His designs are similar to Leonardo Da Vinci’s drawings on centralized plan, where he sketched numerous centrally planned forms and illustrates complex geometrical forms from the first simple shape (figure 5). Da Vinci’s intentions were interpreting Vitruvius’ explanation more accurately through visual art (figure 1) (Wittkower 25). The importance of these drawings reflects Da Vinci’s conscious theoretical speculations for which a new technique of representation is produced (Wittkower 25). Although Da Vinci did not build anything, through his illustrations, Bramente was profoundly influenced that affected the sixteenth century approach. It is likely that those drawings allowed Bramante to comprehended the versatile of geometrical shapes, influencing architecture (figure 4) (Honour and Fleming 444-445). There is even evidence to believe that Bramante’s early design for St. Peter’s was much influenced by Leonardo’s drawings of centrally planned structures. (Honour and Fleming 444-445) When Bramante was appointed to redesign the Saint Peter’s at the beginning of the sixteenth century, he envisioned the new it as a grander version of his previous architectural design: a central, Greek cross plan building. The design must continue the ancient Roman tradition of domed temples, therefore St. Peter’s is crowned by an enormous dome. Bramante, like others before him, combined the symbol of the Greek cross with the symbolic values of centralized geometry. (Wittkower 34). Bramante submitted his Greek cross design on a large scale, which reflects Alberti’s humanist-Christian idea in pure form. In Renaissance thinking, Bramante’s St. Peter’s central plan and dome also symbolized the perfection of God (Honour and Fleming 444-445). Certainly, so overwhelming was Bramante’s design that none of his successors could divert his influence (Honour and Fleming 444-445). The impact of the Greek cross was enormous for the development of Renaissance centralized plan. The geometrical figure is a result of Alberti’s in depth mathematical approach of viewing nature (Tavonor 42). Many Renaissance architects utilized the Greek Cross plan due to Alberti and other historians theory regarding obtaining architectural beauty. For them, comparing building structures to human anatomy proportion was essential in defining what is ideal. More importantly, the Greek cross symbolizes divinity. Vitruvius also discussed the relationship between the human body and geometry, which is crucial for the creation of the Greek cross (Wittkower 25). Such explanation expanded by Alberti influenced the formation in several significant churches, such as the Maria Della Carceri, St. Peter’s design and S. Sebastiano. Architects who designed these churches corresponded with Alberti’s argument, therefore demonstrating the wide acceptance of the Greek Cross. MLA Citations Heydenreich, L. Architecture in Italy, 1400-1500. rev. ed., New Haven, 1996. Honour and Fleming, The Visual Arts: a History, 4th ed, 1995, 444-445. http://www.phs.poteau.k12.ok.us/williame/APAH/readings/Bramante’s%20Tempietto,%20St%20Peters,%20Michelangelo.pdf Murray, P. The Architecture of the Italian Renaissance. London, 1963. Smith, Bernard. â€Å"University of Melbourne.† University of Melbourne. Print. http://shaps.unimelb.edu.au/public-resources/database-resources/bernardsmith/lectures/BSmith-HighRenaissance.pdf. Tavernor, R. On Alberti and the Art of Building. New Haven, 1998. Wittkower, R. Architectural Principles in the Age of Humanism. 3rd ed., London, 1962. Figures Figure 1: Da Vinci’s human anatomy drawing http://www.centopietrevenice.typepad.com/ca_centopietre_bed_and_br/2009/11/leonardothe-vitruvian-man-between-art-and-science-accademia-galleries.html Figure 2: S. Maria Della Carceri centralized plan by Giuliano Da Sanglio Figure 3: S. Sebastiano front view http://architecturetraveljournal.blogspot.ca/2008/02/san-sebastiano-mantua.html Figure 4: S. Sebastiano centralized plan http://www.studyblue.com/notes/note/n/14-italian-renaissance-ii-/deck/2633566 Figure 5: Leonardo Da Vinci’s drawing on centralized plan http://www.art.com/products/p12016104-sa-i1452778/leonardo-da-vinci-sketch-of-a-square-church-with-central-dome-and-minaret.htm Figure 6: Bramante’s St. Peter’s design http://mexichino-jr.blogspot.ca/2011/06/bramantes-st-peters-rome.html

Ventilator Associated Pneumonia Health And Social Care Essay

Ventilator associated pneumonia is a serious infection impacting both the patient, health care installation, and staff. It is the 2nd most common healthcare-acquired infection ( Koening, 2006 ) . Incidence of VAP is estimated every bit high as 65 % and it occurs in up to 28 % of patients who have been on the ventilator 48 hours or longer ( Powers, 2006 ) . The mortality rate associated with VAP scopes from 12-50 % ( Sona et al, 2009 ) . Studies on the mortality rates of VAP besides show that patients who develop VAP have a 2.2 to 4.3 times higher hazard of decease compared to other automatically ventilated patients who do non hold pneumonia ( Powers, 2006 ) . A twosome affects that VAP has upon the patient and health care installation are clip of hospitalization and health care costs. Ventilator associated pneumonia causes the length of a infirmary stay to increase significantly. It can increase the hospitalization clip anyplace from four to nineteen yearss longer ( Powers, 2006 ) . This excess hospitalization can do extra emphasis for the patient and their wellness. As the incidence of VAP causes longer hospitalizations to happen, patient and wellness attention installation costs ascent besides. It is estimated that the mean addition in infirmary costs is about $ 57,000 per VAP happening ( Powers, 2006 ) . There are besides increases to the infirmary that occur due to additions in supplies used, staff that is utilised, and more medicines used. Since VAP has such a negative impact upon patients and health care installations many intercessions have been tried to forestall the incidence of VAP. One intercession utilized is maintaining the caput of the patient ‘s bed raised to at least 30 grades to forestall aspiration of bacteriums in secernments. Another is â€Å" sedation holidaies † which consists of disrupting the patient ‘s sedation medicine until patient shows marks of watchfulness, to measure if patients can be weaned off the ventilator more rapidly. Other noteworthy intercessions that have been utilized in the yesteryear and some in today ‘s pattern every bit good include: suctioning secernments, good sterile techniques such as manus lavation, and unwritten attention ( Pruitt & A ; Jacobs, 2006 ) . Patients are continually developing VAP and holding complications from the infection. If it is found that everyday unwritten attention, defined as dentitions brushing with the usage of an unwritten disinfectant within this paper, can cut down the incidence of VAP in automatically ventilated patients it could diminish length of infirmary stay, maintain costs due to incidence of VAP down for both patient and healthcare establishment, every bit good as lessening mortality rates in these patients. Clinical Question Ventilator associated pneumonia occurs manner excessively frequently in the infirmary scene. It causes important emphasis on the patient ‘s already debatable wellness position. The author of this paper has observed many nurses who are argus-eyed in supplying unwritten attention to ventilated patients, but has besides observed other nurses who forego unwritten attention as if it non of import and has no affects upon the patient ‘s wellness. This made the author inquiry what the existent effectivity of unwritten attention has upon cut downing the incidence of ventilator associated pneumonia in automatically ventilated patients. This issue is really relevant to nursing because the ultimate end of a nurse is to assist the patient have the best possible result. Trying to accomplish the best possible result for the patient makes infection control is a really high precedence for nurses. Patients who have infections are more prone to acquire other infections and necessitate more nursing attention and more clip to retrieve from their unwellnesss. Although VAP will go on to happen in patients, and unwritten attention is non a remedy for ventilator associated pneumonia, there is valuable information included in research surveies included within this paper that shows the incidence of VAP can be reduced in automatically ventilated patients by implementing everyday unwritten attention.Empirical Review 1The intent of the first survey, conducted by Sona et Al, 2005 was to find the consequence of a everyday unwritten attention protocol upon incidence of ventilator-associated pneumonia. The research design was a quantitative, experiment, quasi-experimental survey which utilized a non-equivalent control group before and after the design. The survey had no conceptual model stated by the research workers. Within the survey, the variables of significance to the clinical inquiry being looked at were the everyday unwritten attention protocol and the ventilator-associated p neumonia rates. The independent variable of new unwritten attention protocol was defined as the mechanical cleaning of the dentition or gums to take plaque with a tooth coppice and the application of an unwritten disinfectant. The survey went on to farther discourse the protocol as brushing the dentition for one to two proceedingss with a regular toothbrush and so using.12 % chlorahexidine to all unwritten surfaces every 12 hours. The dependent variable was the ventilator associated pneumonia rates. It was defined as a common infirmary acquired infection and is the taking cause of decease in ICU patients who are ventilator dependent. Ventilator associated pneumonia rates were measured utilizing the National Nosocomial Infections Surveillance System ( NNIS ) criteria.The dependability nor the cogency of this instrument was addressed within the survey. Another variable that was studied was length of stay. This was merely measured by the figure of yearss that the patient spent within t he ICU after a ventilator associated pneumonia infection occurred ( Sona et al. , 2009 ) . This survey took topographic point at Barnes Jewish Hospital on a 24 bed intensive attention unit ( Sona et al. , 2009 ) . The survey focused peculiarly on patients that were admitted to the surgical intensive attention unit ( SICU ) whom required mechanical airing. The topics consisted of all patients who had mechanical airing between June 1, 2003 and May 31, 2005. Subjects were chosen utilizing non-probability convenience sampling. The pre-intervention was implemented for patients that were admitted between June 1, 2003 and May 31, 2005. The size of this sample was 777 patients. The pre-intervention stage consisted of standard attention the nurse provided to the patients, no alterations were provided during this clip ; lone observation took topographic point. One month before the terminal of the pre-intervention stage all nursing staff working on the SICU were debriefed and educated on the purposes of the survey every bit good as the new everyday unwritten attention protocol by two clinical nurse specializers and a nurse pedagogue. This was to assist forestall disagreements in the intercession. During the station intercession stage of the survey which took topographic point between June 2004 until May 2005 the sample size consisted of 871 patients who were all nil per os ( NPO ) ( Sona et al. , 2009 ) On June 1, 2004 the new everyday unwritten attention protocol was implemented ( Sona et al. , 2009 ) . The intervention/protocol consisted of the nurse brushing the dentition of the patient for one to two proceedingss with a regular toothbrush, rinsing the oral cavity with H2O and suctioning it out, and so utilizing 15 milliliter of.12 % chlorahexidine to cleanse the oral cavity. The intercession was repeated every 12 hours by the registered nursing staff. Conformity of the protocol was estimated to be about 90 % and the execution was carried out for 12 months before consequences were analyzed ( Sona et al. , 2009 ) . For this survey the degree of significance was expressed utilizing p-values. A p value of less than.05 was considered important ( Sona et al. , 2009 ) . For the information analysis, two statistical trials were used: The Mantel-Haesnel Chi Squared. After the analysis of informations, it was determined that p=.04 demoing that the everyday unwritten attention protocol did do a important decrease in the ventilator-associated pneumonia rates within the topics studied. The pre-intervention rate for VAP was 5.2 infection per 1000 ventilator yearss while post-intervention rate for VAP showed 2.4 infections per 1000 ventilator yearss ( Sona et al. , 2009 ) . Other statistics for the survey showed the patient ‘s figure of yearss the patient was on ventilator was decreased ( Sona et al. , 2009 ) . From the statistical analysis within the survey, the research workers derived certain findings and decisions ( Sona et al. , 2009 ) . One of the findings was that the station intercession group had tendencies toward shorter clip on the ventilator, every bit good as length of infirmary stay. The chief determination within the survey found that when the everyday unwritten attention protocol was being utilised, the rates of ventilator-associated pneumonia were significantly decreased. The research worker makes it a point to province that although the determination suggests that the execution of the protocol reduces rate of VAP this can non be proven ( Sona et al. , 2009 ) . This survey is a nonrandomized controlled test. The quality of this grounds was converting and important. It was a consistent survey and it is considered to be of Level II quality. Certain immaterial variables that could hold had an consequence upon the result of the survey, as identified by the pupil, could hold been the status the patient was in before the ICU admittance, any preexistent conditions that could change wellness and increase the hazard of infection, and the nurses attitude toward executing unwritten attention. Although the survey was a strong and consistent one, it did hold both strengths and failings. There were no strengths identified by the research workers. However, the pupil did place some strengths within this survey. One of the first strengths was the instruction that was given to the nursing staff prior to the execution of the protocol. This helped the survey to be more valid by increasing the continuity of the attention and manner the nurses performed the protocol. The other strength of the survey was the design being a quasi-experimental. This is because quasi-experimental surveies normally can be generalized to the population that is being studied. Failings that were addressed within the survey by the research workers was that the research workers themselves did non measure the dentitions brushing part of the intercession to do certain that the nurses were being consistent in the manner they did it, and if the nurses performed it for the right sum of clip ( Sona et al. , 2009 ) . This resulted in the deficiency of control over nursing techniques. Another failing of the survey recognized by the research worker was the survey did non take into history the alteration in the patient population over the continuance of the survey ( Sona et al. , 2009 ) . Some weaknesses the pupil identified within this survey was that the survey was really susceptible to bias because no blinding or cover was used within this survey. Everyone knew what was happening and this could hold had the research workers looking as if the intercession helped more than it really did. Within the survey the research worker did non turn to if the survey could be generalized. However, the author of the paper believes that this survey can be generalized. The intercession is a really simple one. Most civilizations have no jobs with utilizing unwritten attention. Besides, most infirmaries have intensive attention units and/or ventilator dependant patients which were the population within the survey. This intercession within the survey does non hold a batch of hazards. The lone hazards mentioned were possible tooth staining from the antimicrobic and hapless gustatory sensation ( Sona et al. , 2009 ) . Besides, this intercession is really executable. To implement unwritten attention there is no particular preparation needed, although instruction should be provided. The unwritten attention modus operandi is a comparatively speedy intercession that takes no more than 5 proceedingss to implement, which would let nurses with busy agendas to still be able to execute the interc ession. Besides, this intercession is really low cost compared to the cost of ventilator associated pneumonia instances. Therefore, the cost-benefit ratio would be a great benefit to health-care installations. This survey suggests that unwritten attention can be really effectual in diminishing the incidence of ventilator-associated pneumonia rates. Although a really valid survey, one survey is non adequate grounds to implement a new protocol into a nurse ‘s pattern. One must look for more surveies and literature to back up the determination in order to try to implement it into pattern. The following survey that was appraised by the author of this paper seems to back up the findings that were found in this survey.Empirical Review 2The following survey examined by the author of this paper was a research survey conducted by Mori et al.,2005. The intent of the survey was to find if unwritten attention of automatically ventilated patients contributed to the bar and decrease of the incidence of ventilator associated pneumonia ( Mori et al. , 2005 ) . The research design utilized for this survey was a quantitative, experimental, quasi-experimental which used a non-equivalent before and afte r attack. Within the survey the research worker did non province any theoretical model to steer the survey. The survey was non randomized, and used a non-probability convenience sample method ( Mori et al. , 2005 ) . The research survey took topographic point on a medical/surgical intensive attention unit in an urban university infirmary which was non named by the research worker ( Mori et al. , 2005 ) . The population of involvement was ventilator dependent patients with tracheal cannulation. Since topics were chosen by convenience sampling, they were chosen as they became available on the unit. Inclusion standards for topics were that they must hold been having mechanical airing and have tracheal cannulation. Exclusion standards for the survey were patient ‘s whose conditions contraindicated unwritten attention, patients with terrible shed blooding inclinations, or patients with iodine allergic reactions. The sample for the unwritten attention group was patients admitted to the intensive attention unit between January 1997 and December 2002, and consisted of 1,248 patients. The sample for the non-oral attention group, or the control, was patients admitted during January of 1995 until Dece mber of 1996 ; this sample size was 414 topics ( Mori et al. , 2005 ) For this survey, the independent variable was the unwritten attention being delivered ( Mori et al. , 2005 ) . This variable was defined as cleaning of the unwritten pit three times a twenty-four hours by nursing employees following the specified new protocol. The protocol was that the nurse would look into the patient ‘s critical marks and so make unwritten suctioning, followed by positioning the patient ‘s caput to the side to forestall suffocation and find the status of the unwritten mucous membrane. After this the nurse would clean the oral cavity with a 20-fold diluted solution of providone-iodine mouthwash ( antimicrobic ) . Then the usage of a standard toothbrush was used to brush the dentition ; the patient ‘s oral cavity was rinsed with H2O. Directly following the brushing and rinse, the providone-iodine was utilized once more by swobing the oral cavity and dentition. Finally, unwritten suctioning was done one concluding clip. The dependent variable in the survey was the incidence of ventilator associated pneumonia. This variable was defined as a hospital-acquired pneumonia that becomes present after 48 hours of the patient being automatically ventilated. Ventilator associated pneumonia was suspected if spot infiltrates were present upon the patient ‘s chest x-ray and two of the following were present: a temperature of 100.4 grades Fahrenheit, white blood cell count of 10,000 M3 or higher, or pussy respiratory secernments were observed. A definite diagnosing of ventilator associated pneumonia, which was used for grounds of the incidence in this survey, was determined by trancheobronchial secernment civilizations demoing a consequence of 1+ or more. Other variables were continuance of hospitalization defined as length of stay measured by the figure of yearss and the causative agent of the pneumonia identified by bacterial civilizations ( Mori et al. , 2005 ) . Reliability and Validity of the civilizations and skiagraphy used to m ensurate if ventilator associated pneumonia was present and causative agent were non addressed within the survey by the research worker, so the cogency is unknown.

Marketing Career Paper

A marketing manager had the duty of overseeing all marketing, advertising, and promotional activities, as well as staff. They are also the people who create marketing strategies and meet organizational objectives. A must for the job is being able to evaluate customer research, the conditions of the market, the competitor’s data and must be able to change and implement a marketing plan. A marketing manager, overall, is the leader of the business’s marketing organization.All the jobs performed by a marketing manager require knowledge of the field, people skills, and problem solving skills. It is not a job where one learns on the job, one must know the skills before you start. The average salary of a marketing manager is $107,610. One can work their way to making $138,470. The hours may vary for this job position. They work the average forty hours a week, plus some. With all their job requirements, they are expected to work extra to solve any problems or work on any projec t.One may also have to travel quite a bit. To become a project manager there are no set requirements and/or qualifications for the position. This are is becoming very popular and has made the market for this job very competitive. It would be wise to obtain a degree, such as a masters in business or a CIM (Chartered Institute of Marketing) certification. It would also be good to have â€Å"extensive experience in other marketing positions,† as well as having been a product manager.IT literacy is also a must. Although these can help one obtain the job, one does not have to have a certain amount of years or experience to become a product manager. The hours are varied and one must have a lot of commitment to do this job well. One must be willing to let go of certain activities. The pay, however, is very good. One must out way the positives and negatives of this job to decide if they are willing to put the hours in to succeed at this job.

Final Reflection Paper - Reflecting on Contemporary Social Issues Term

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SKL 3A1 Business Skills - Case Study Example The Report is written by (Your NAME) for the purpose of evaluation of Samsung’s strategy and provide recommendations for further improvement in its strategy. The report is intended to be used by the business Analyst, John Deen for information purposes only. This report is issued on November 16, 2013 and is valid only for the purpose described. 2. Procedures This report is based on secondary research and contains information from books, news articles, online journals and websites. The claims are supported with the sources used. 3. Findings Samsung is no longer a small player in the business environment. Samsung has earned its name in the biggest players of the electronics industry over a period of time. However, the recent boom signals some clear and clever strategic moves by the company. Samsung is competing by providing a wider range of products than its competitors. Samsung is a South Korean multinational corporation with its head office in Seoul. Lee Byun-Chul laid the foun dation of Samsung in 1938 (Peng, 2012). The company moved towards the electronic industry in the late 1960s and after Lee Byung-Chul passed away, the company was divided into groups including CJ Group, Hansol Group, Shinsegae Group and Samsung Group. Samsung group flourished and is still growing its profits steadily since 1990. Despite the success stories of Samsung, the credibility of Samsung’s strategy in the long run is questionable. Is Samsung taking too much risk to avail first-movers advantage or does it have a clearly defined and thoroughly designed strategy for investing in newer technologies to capture, increase and retain its market share? 3.1 Samsung’s Strategy Samsung uses a multidimensional competitive strategy with differentiation and rapid response strategies as the core of its success in the business industry. Samsung is more likely to create and introduce newer technologies and innovative products in minimal possible time. The products of Samsung under different categories are quickly designed and produced with an effective supply chain management to support the success of its products. The company is continuously investing in the unique product offerings (Nisen 2013). 3.2 Response Strategy Samsung has a clearly defined and well thought strategy working underneath the operations that are carried out regularly. Samsung’s note is a living example of how Samsung identifies and accommodates customer’s needs and expectations in its offerings. The Research and Development department of Samsung takes the lead in understanding customer demands and competitors’ current and future acts. The company, in an attempt to deliver differentiation along with a rapid response to the customers’ need for having a drawing and hand-writing feature in their smart phones, merged the characteristics of a phone and a tablet and introduced Samsung Note which was highly applauded and accepted. The R & D department found out the ne ed of Asians to have such a device to support their needs with ease. Samsung is spending a lot on Research and Development area. It has been identified that it is spending 5.7 percent of its revenues on R&D which is 3.3% higher than Apple. This clearly shows Samsung’s aggressive attempt to innovate and avail the first movers’ advantage. 3.3 Differentiation Strategy The distinct product

Social Contract Theory in business Essay Example | Topics and Well Written Essays - 1000 words

Social Contract Theory in business - Essay Example How should a manager look at this Weiss (2005) describes the Stakeholder Theory (behind Jane's statements) as having become an established framework in identifying and examining the impact of organization action. It posits a model in which "all persons or groups with legitimate interests participating in an enterprise do so to obtain benefits, and there is no prima facie priority of one set of interests and benefits over another" (Donaldson and Preston. In Weiss 2005). It is based on the idea that the enterprise exists to serve the many stakeholders who have an interest in it or who in some way may be harmed or benefited by it. The model rejects the idea that the enterprise exists to serve the interest of its owners, be it maximizing their wealth or some other reason for being in business. The flaws in the conceptual and empirical foundations of theory has cracks that serious questions can be raised concerning the utility and validity of any moral conclusions or prescriptions it offers (ibid). According to Younkins (1997), the stakeholder theory has merit as a management strategy. As an ethical theory, however, the emphasis on stakeholders is problematic as it erroneously suggests that corporations are possessions and servants of larger society. This theory is said to misinterpret Kant's principle because what Kant actually said was that every human being is entitled to be treated not merely as a means but also as an end in himself. Further, stakeholder theory implies a multi-fiduciary approach that goes against the idea of free markets, property rights, and the special moral responsibility of management to the stockholders. On the other hand, Social contract theory (which Brett seems to espouse) advocates a free market economy supposed to result in the best product at the best price, serving the common interest. It, therefore, counts every corporation to be bound by social responsibilities and put in the hands of the people the power to permit their operations (Roddy 2005). Social contract theory holds that obedience to law is required of anyone who would enjoy its protections and advantages. An example of this is said to be accepting a court's decision in your favor to mean also accepting the one against your interests. Only in this way will others agree to abide by rulings when the decision of law favors you to their disadvantage. By refusing to sacrifice your own interests in some cases, you risk going it alone in what is called the "state of nature" which is considered a terrible alternative (ibid). Hasnas (1998) goes back to presenting three current leading normative theories of business ethics as the stockholder, stakeholder, and social contract theories. Accordingly, the stockholder theory is the oldest of the three, but out of favor with many contemporary business ethicists. To them, the stockholder theory represents a disreputable holdover from the bad old days of rampant capitalism. In contrast, the past decades has seen the stakeholder theory gain much popularity that it may be considered the conventionally-accepted position within the business ethics community. In recent years, however, the social contract theory has been cited with considerable acceptance and might accurately be characterized as challenging the stakeholder theory for preeminence among normative theorists. What is the stand of the manager then Hasnas (1998) presents a contrarian review of these normative theories,

Community changes Scholarship Essay Example | Topics and Well Written Essays - 500 words

Community changes - Scholarship Essay Example was doing a random selection on people who will be given authorization to make changes in our community, I immediately saw this as an opportunity to make a difference. If I were to propose three things that I would promote to achieve a positive change in my community, it would be: First, to provide for the needs of the community, such as feeding the hungry, giving poor families a comfortable place to live in, impart to them the knowledge and skills for livelihood, educate the uneducated, and to give the elderly proper care and attention. I propose these projects that would satisfy every level of Maslow’s hierarchy of needs: physiological, safety, social, esteem, & self-actualization, because I believe that when all is gratified, it is when a person would be most productive and motivated, the key to a prosperous society (Maslows Hierarchy of Needs, n.d.). Second, I would want to set a monthly awareness talks and seminars for the community to participate in. Topics of the talks or seminars would involve how to be a socially responsible neighbor & how to be environmental-friendly in one’s community, and at the same time involve activities that will allow households in a certain neighborhood to get to know each other and learn from each other. This is because I believe that a neighborhood’s health affects individual lives (Neighbourhood Effects | Seminars, n.d.). With this said, to be able to enrich the quality of life in a certain community, it is best to instill positive values within them so as to promote cooperation, integrity, friendliness and good will. We all know that a lot of conflicts we now face in society are caused by indifference, selfishness and abuse towards other people. Thus, if I would be able to develop positive values in a small group of society such as the neighborhood, it would definitely help achiev e a peaceful society in the future. Third, I would want to promote a healthy and active lifestyle which would not only benefit the specific

Different types of Asthma Essay Example | Topics and Well Written Essays - 1000 words

Different types of Asthma - Essay Example Asthma in children can be hard to diagnose. There are other conditions that can have similar symptoms and sometimes these conditions can be combined with asthma. Some common conditions with the same symptoms are rhinitis, sinusitis, acid reflux, vocal cord dysfunction, and respiratory tract infections, such as bronchiolitis and RSV.Doctors use the same tests to diagnose asthma in children ages 5 and up as they do with adults. The test is called a spirometry, it measures how quickly and how much air your child can exhale. The doctor will also try to find out if the asthma is caused by the child’s allergies. An allergy skin test will be given to check for allergy-causing substances, such as animal dander, mold or dust mites, and observed for signs of an allergic reaction.The doctor will make an asthma action plan and depending on the type and severity of asthma in the child the doctor might prescribe a medication. The purpose of treating asthma is to prevent symptoms and to trea t an asthma attack that is in progress. The goal after treatment is that the child will have little to no symptoms, fewer flare-ups, no limitations on daily activities, and few side effects from the medications.  Long-term medications will be used to treat the inflammation that causes the symptoms of asthma. The doctor would prescribe an inhaled corticosteroid, such as Qvar. Leukotriene modifiers such a Singulair will help to prevent the asthma symptoms for up to 24 hours. Sometimes a medication will be needed that is combined inhaler.

Final report Essay Example | Topics and Well Written Essays - 750 words

Final report - Essay Example One of the environmental trends that affect the product’s demand is the legal environment. As an innovative product, we expect to reserve rights over the product through patent rights. This prevents other people or entities from producing and trading in a similar product. Patent right however run for a specified period then protection of rights over innovation becomes void. During the protection period, the venture anticipates an increasing demand as the product gains popularity into the market because of limited level of competition. The legal environment will ensure minimal competition but tight competition is expected after expiry of patent rights as other parties are likely to develop and sell similar products and demand will be expected to reduce. Trend in the legal environment that changes by legislations may also have adverse impacts on the venture should legislation be enforced to term illegalize the product on safety and health grounds. This is because of its scope th at allows electric charges into people’s bodies, a factor that may become controversial a legislation that bans the product will terminate its demand (Lamb, Hair and McDaniel 128, 155). Economic trend also affect the product because of the trend’s impact on people’s ability to purchase. ... Demographic factors such as level of education social class and age are other trends that affect the product’s demand. Level of education plays an important role in informing people of the safety in using the devise and together with social class empowers people towards demand. The wider scope of the product’s market that targets the global market extends these trends from local to national and global levels (Luck 56). Consumers’ taste and preference against the product may influence the market and limit our potential to sell the product. Customer research: To analyze demographics, psychographics, and purchasing behavior of the target market A primary research was necessary to understand the target market. The research implemented a qualitative research design through phenomenology. Qualitative research was selected because of its scope and type of data that corresponded to the type of research that aimed at understanding psychological and behavioral aspects of t he target market. Phenomenology, a research design that relies on participants’ experience to develop an understanding of their perspective was used because of its suitability for the scope of research and its ability to capture reality. Survey questionnaire was applied on a randomly selected sample of 12 participants (McNabb 147, 148, 301, 302, 308, ). The following is the applied survey questionnaire. The participants were offered the product to use for a week and the questionnaire administered to each of them. Survey Questionnaire How effective are the normal alarms in waking you up? Have you tried our product before? How effective is our product in waking people up compared to traditional alarms?

Leadership journal 2- change Essay Example | Topics and Well Written Essays - 1000 words

Leadership journal 2- change - Essay Example Likewise, the response to evaluating the change in the work setting would necessitate including a change theory and detailing how the use of the theory did or would have helped the implementation of the change. The Change Transition in the Work Setting One is currently working as a registered nurse with a Nursing and Rehabilitation Health Care Facility. The change that currently occurred in this work setting is transitioning from manual or paper-based documentation to computer-based documentation system. Due to the fast paced-technological developments that ensued in the current century, the impetus for change to transcend from paper-based documentation to computer-based documentation through the electronic medical record (EMR) was deemed inevitable. Previous Paper-Based Documentation System The system that had been used to document crucial information, assessment, and interventions provided to patients were traditionally recorded through charting. This means that a patient’s chart is used to record all pertinent information since the patient’s entry in the health care setting for confinement. Several health care practitioners and professionals use the patients’ charts to document their observation, recommended intervention, and diverse health-related information to record the patients’ progress throughout the confined period. Several variables or factors paved the way for the paper based documentation system to exhibit inefficiencies in the health care setting. For one, the volume of patients that have significantly increased through time could not appropriately contain all the information through a patient’s chart. In addition, the number of diagnostic or laboratory tests, and recommended interventions by different health care professionals make recording tedious and complex. As such, there were evident disadvantages found to be related to paper-based documentation; including it being considered a â€Å"poor repository of p atient information†¦ also the tasks associated with such record keeping consume up to 38 percent of the physician's time associated with an outpatient visit† (Tang, LaRosa, & Gorden, 1999, par. 5). Likewise, it is prone to wear and tear; have greater tendencies for encountering difficulties in updating and keeping in file through time; missing information or record; as well as ineligble handwriting could significantly affect and influence the quality and accuracy of patient care that would be provided on a timely manner. Proposed Electronic or Computer-Based Documentation The change that is currently being implemented in using a computer-based patient record (CPR) or documentation system. According to previous studies, the objective or goal of the CPR is â€Å"supporting patient care and improving the quality of care as well as enhancing the productivity of the health care personnel while reducing the costs of health care delivery† (Rodriguez, Borges, Rodriguez, An garita, & Munoz, n.d., p. 1). The CPR therefore addresses all the weaknesses of the paper-based documentation system, particularly limiting or preventing errors in transcribing ineligible handwriting; preventing records being lost; and doing away with filing the patients’ records in repositories which could be destroyed or ineffectively maintained. The Manner by Which the Change was Received Several health car

Sanlu Group Essay Example for Free

Sanlu Group Essay The entire world was recently disturbed by the extensive scandal involving imported and contaminated milk coming from China. One company, the Sanlu Group, is believed to be at the center of this milk scare, and it is even speculated that the company had knowledge of the scandal before it was reported (Indiatimes, 2008). Sampling of imported milk from the top three Chinese milk companies are already being conducted worldwide, and it is estimated that ten percent of such milk samples are tainted with melamine, a toxic chemical. Several countries already had varying numbers of children affected or dead, resulting from the contamination of the products (Reuters Foundation, 2008). The said toxic chemical is said to be rich in nitrogen, and it makes the protein level appear higher for milk that has been watered down. Some of the observed harmful effects of melamine on humans, particularly children, are kidney stones and worse, death (Reuters Foundation, 2008). This scandal not only has deleterious effects for the business of China. Worse, it has caused death and severe health consequences to children in various countries across the world. The disorder resulting from the deaths and other injuries has now spread such that most, if not all, countries are conducting tests to determine whether their milk has melamine content. Furthermore, there has been a loss of confidence and a growing doubt in the minds of people on the food products coming from China, and this definitely causes riot in the health community, including the experts and the end consumers. References Indiatimes. (2008). Tainted-milk scam: China apologizes to Taiwan. Retrieved September 25, 2008, from http://timesofindia.indiatimes.com/World/Tainted-milk_scam_China_apologizes_to_Taiwan/rssarticleshow/3523852.cms Reuters Foundation. (2008). FACTBOX:Chinas milk scam highlights risks, raises questions. Retrieved September 25, 2008, from http://www.alertnet.org/thenews/newsdesk/PEK72695.htm

Testing Organizational Communication Satisfaction

Testing Organizational Communication Satisfaction ABSTRACT Communication Satisfaction plays a very critical role in achieving employee engagement in organizations. It becomes even more significant and relevant in the context of the recent global crisis wherein organizations focus on employee engagement was high and was aimed towards employee retention and motivation. While several researchers have studied the relationship between communication and employee involvement, very few studies have established a relationship between Communication Satisfaction and Employee Engagement. Using the second-generation analytical technique Structural Equation Modeling, the present study examines the relationship between various components of Organization Communication Satisfaction (Organization Integration, Supervisory Communication, Personal Feedback, Communication Climate and Media Quality) and various components of Employee Engagement (Organizational Commitment, Job Satisfaction and Withdrawal Cognition). A modified version of the Downs Hazens Communica tion Satisfaction Questionnaire was administered on 235 personnel in the Information Technology/Information Technology Enabled Services industry in India. The scale was tested for reliability and validity using Confirmatory Factor Analysis. The results indicate that Organization Communication Satisfaction has a positive impact on Employee Engagement. The study findings have strategic implications for organizations with regard to laying a greater emphasis on increasing communication satisfaction through various human resource interventions, both at macro and micro levels in the organization. Introduction Employee engagement has been drawing a lot of importance in various organizations in recent times. A global workforce study conducted by Towers Perrin in 2007-2008 revealed that only 21% of the employees were engaged. A more disturbing finding of the study was that 38% of the employees were partly to fully disengaged. The study also concluded that companies with the higher levels of employee engagement are able to retain their valued employees as also achieve better financial results. Similarly, Gallup has also conducted a study on employee engagement and found that 29% of employees are actively engaged in their jobs, 54% are not engaged, and 17% are actively disengaged. Many researchers have studied employee engagement and have found that employee engagement predicts employee outcomes, organizational success and financial performance (Bates, 2004; Harter et al., 2002,). Similarly, Hewitt Associates (LLC, 2005, p.1) have also established a strong relationship between employee engagem ent and profitability through higher productivity, sales, customer satisfaction and employee retention. Unfortunately though, a lot of literature available is only those from Consulting firms and there is very little theoretical or empirical research available on employee engagement. Today, as a result of continuous organizational restructuring (mergers, acquisitions, downturn imperatives), it is commonly observed that organizations are resorting to right sizing strategies. It certainly becomes the most critical priority of CEOs around the world to ensure that the employees who survive the layoffs are fully engaged. Research indicates that there is a decline in engagement levels and that there is deepening disengagement among employees today (Saks, 2006; Richman, 2006; Bates, 2004). It has also been reported that the majority of workers today, roughly half of all Americans in the workforce are not fully engaged or they are dis engaged leading to what has been referred to as an â€Å"engagement gap† that is costing US business $300 billion a year in lost productivity (Saks, 2006, Bates 2004, Johnson, 2004 Kowalski, 2003). Further, with the world becoming a global market place, where every thing is becoming a commodity, people and management of peoples talen t are becoming very critical components of an organizations ability to service its customer. Managing dis-engaged employees or non-engaged employees in a customer facing role is therefore that much more critical to the success and profitability of the business. Lockwood explains, â€Å"As organizations move forward into a boundaryless environment, the ability to attract, engage, develop and retain talent will hence, become increasingly important† In addition to the various literatures available from consultants, there have been a few researches conducted on the antecedents and consequences of employee engagement and also â€Å"What is employee engagement†. A very exhaustive analysis of employee engagement has bee done by Macey and Schneider (2008). In the study employee engagement has been explained as 3 facests viz., Psychological state engagement (Satisfaction, involvement, commitment, empowerment), Trait engagement (personality, conscientiousness) and Behavioural engagement (Organizational Citizenship Behaviour, Personal initiative, role expansion). Another research indicates that employee engagement constitutes two aspects viz., job engagement and organization engagement (Saks, 2006). Saks (2006 further found that employee engagement was significantly positively related to job satisfaction, organizational commitment and organizational citizenship behaviour and negatively related to intention to quit. Organizational Communication plays a very critical part in ensuring employee engagement. It has been established that clear, consise and honest communication is an important tool for employee engagement (Lockwood). It is further established that lack of communication or poorly communicated information can lead to distrust, dissatisfaction, skepticism and unwanted employee turnover. Studies demonstrate that there is a significant influence of Interpersonal trust on individual, group and organizational achievements (Earley, 1986; Robinson, 1996), Job Satisfaction (Driscoll, 1978; Muchinsky, 1977), Job Involvement (Saks, 2006) and Organizational Citizenship Behaviour (Konovsky Pugh, 1994; McAllister, 1995). Studies have also underlined the central role of communication in developing and maintaining Trust (Gail, Zolin, Hartman, 2009; Becerra Gupta, 2003; Muchinsky, 1977). With particular reerence to recession, downsizing has become a harsh reality over the past 2 decades. These downsizing strategies come with other negative consequences of â€Å"attrition of employees who are not impacted by downsizing†. The problem is more profound when the attriting employees are top performers or employees with skills critical to future growth plans of the organization. Various studies have proved that downsizing negatively affects attitudes of employees surviving the downsizing by reducing organizational commitment, morale, job satisfaction and also increasing intention to quit and job stress (Arnold and Feldman, 1982; Greenhalge, 1982; Kozlowski et. al, 1993). It is therefore, very important for organizations to find ways to retain the attriting employees afer downsizing. Managerial communication and Organizational support can be looked at as possible avenues to reduce the negative effects of downsizing. Communication becomes very critical because employees believe that their organization holds them in low regard and ignores their interest (Anderson, 1996; Mclean Parks and Kidder, 1994). They also suspect that management communication is not credible for tat information is being withheld (Noer 1993, ONeill and Lenn, 1995). Employees need to understand how they fit into the overall plans of the organization in terms of their roles and contribution to the growth plans of the organizations. Various surveys in this regard indicate that employees want more communication with their managers (Argenti, 1998). There are various studies that have established a positive relationship between communication satisfaction and job satisfaction (Petit, Gori s and Vaught, 1997; Pincus 1996) and organization commitment (Varona, 1996). A communication ROI study by Watson Wyatt (2007-2008) revealed that â€Å"firms that communicate effectively are 4 times as likely to report high levels of employee engagement as firms that communicate less effectively. This study therefore, attempts to establish the impact of Organizational communication on mediating role of Trust in the relationship between Organizational Communication Satisfaction on Employee Engagement in the Information Technology / Information Technology Enabled Services (IT/ITES) industry in India. We have selected the IT/ITES) industry because of the significance of the impact during the recent recessionary period. Literature Review and Research Hypothesis Organizational Communication Organisation communication constitutes many dimensions spanning from formal and informal means of internal communication and external communications. A review of literature in this area reveals that Organizational communication can be classified into four different levels (SHRM Magazine) (i) Overall Organizational communication (ii) Inter-organizational communication (iii) Group-level communication (iv) Interpersonal communication Further, review of the research in this area underlines the importance of organizational communication towards building commitment, satisfaction and retention of employees in an organization. A number of studies (Burhans 1971, Downs 1971, Jain 1970) studied the relevance and importance of satisfaction with organizational communication. Such examinations of the communication-satisfaction relationship have produced, a construct called communication satisfaction, which is becoming a common reference in organizational literature (Downs and Hazen, 1977). Downs and Hazen, introduced the Communications Satisfaction Questionnaire (CSQ) and conducted a factor analytic study of communication satisfaction. This study established eight stable definitions of communication satisfaction, which has also been enumerated as follows in another study by Clampitt Downs, 1993: Communication Climate reflects communication on both the organizational and personal level. On one hand, it includes items such as the extent to which communication in the organization motivates and stimulates workers to meet organizational goals and the extent to which it makes them identify with the organization. On the other, it includes estimates of whether or not peoples attitudes toward communicating are healthy in the organization. Supervisory Communication includes both upward and downward aspects of communicating with superiors. Three of the principal items include the extent to which a superior is open to ideas, the extent to which the supervisor listens and pays attention, and the extent to which guidance is offered in solving job-related problems. Organizational Integration revolves around the degree to which individuals receive information about the immediate work environment. Items include the degree of satisfaction with information about departmental plans, the requirements of their jobs, and some personnel news. Media Quality deals with the extent to which meetings are well organized, written directives are short and clear, and the degree to which the amount of communication is about right. Co-worker Communication concerns the extent to which horizontal and informal communication is accurate and free flowing. This factor also includes satisfaction with the activeness of the grapevine. Corporate Information deals with broadest kind of information about the organization as a whole. It includes items on notification about changes, information about the organizations financial standing, and information about the overall policies and goals of the organization. Personal Feedback is concerned with the workers need to know how they are being judged and how their performance is being appraised. Subordinate Communication focuses on upward and downward communication with subordinates. Only workers in a supervisory capacity respond to these items, which include subordinate responsiveness to downward communication and the extent to which subordinates initiate upward communication. Crino White (1981) investigated Communication Satisfaction with 137 supervisors from textile mills. Similarly, Pincus (1986) used the CSQ in a study of nurses and their supervisors to investigate the relationship between communication and job satisfaction and job performance. These findings had resulted in the CSQ being the most widely used scale when measuring communication satisfaction. The notable aspect though is, that the studies by Downs Hazens (1977) and Crino White (1981) exploratory factor analysis rather than confirmator factor analysis for assessing the validity of the CSQ. Theerefore, the convergent and discriminant validity of the CSQ was under question. Further, until the introduction of CSQ, Communication was considered as an unidimensional construct. The underlying belief was that employees are either satisfied or dis-satisfied with communication. However, with the introduction of the CSQ changed it communication satisfaction to be viewed as a multi-dimensional construct wherein, employees could be satisfied or dis-sastisfied with one or more aspects of communication and be dis-satisfied. Gary and Laidlaw (2004) assessed the CSQ using Confirmatory Factor Analysis. Their study used a series of congeneric measurement models to study the validity and reliability of the CSQ. Based on the study, Gary Laidlaw concluded, â€Å"the results substantiate CSQ as a valid instrument for measuring communication satisfaction and supports the multi-dimensional aspects of the communication satisfacation construct. This study therefore, proposes to establish the convergent and discriminant validity and reliability of the CSQ for the purpose of IT/ITES sector in India. The study also proposes to establish the relationships between the individual dimensions of Organizational Communication Satisfaction using First order and Second order Confirmatory Factor Analysis. H1 : Dimensions of Organisation Communication Satisfaction are inter-related H2 : Organisational Communication Satisfaction is explained by Organisational Integration, Supervisory communication, Personal Feedback, Corporate Information, Communication Climate and Media Quality. Employee Engagement Employee engagement has been drawing a lot of importance in various organizations in recent times. There have been few research works on employee engagement (Robinson et al, 200) and most of understanding comes from Consulting firms and Independent Research agencies. There have been various definitions of employee engagement. Employee engagement is the level of commitment and involvement an employee has towards their organization and its values (Vazirani, 2007). Engagement is the willingness and ability to contribute to company success, the extent to which employees put discretionary effort into their work, in the form of extra time, brainpower and energy (Towers Perrin, 2007). Often used as a synonym for motivation or motivation and retention; engagement is really more fundamental. Engagement is an employees decision to apply his discretionary effort to the goals of the enterprise, to accept those goals as his own and wholeheartedly commit himself to achieving them. (Fineman Carter 2007) Though employee engagement as a concept has been drawing a lot of importance, it is still a term widely referred among consulting firms and independent research agencies. There have been very few empirical research initiatives in the academic world to establish the definition of the construct â€Å"employee engagement†. Mickey and Schneider (2008) have done a detailed study on â€Å"the meaning of employee engagement† and have established a series of propositions covering 3 facets : a) Psychological stage engagement b) Behavioural engagement c) Trait engagement. This research though will focus on the psychological state engagement facet since this has received maximum attention and is central to the engagement issue. Further, the scope of the research is focussed towards examining the impact of Organizational Communication Satisfaction on Employee Engagement. Past researches on similar subjects have all focussed on studying the relationship between Organizational Communication Satisfaction on individual aspects of State Engagement viz., Satisfaction, Commitment and Involvement. Mickey and Schneider (2008), while explaining the psychological state engagement have studied 4 different aspects viz., Job satisfaction, Organizational commitment, Psychological empowerment and Job involvement. They have further referred to various related research in each of the above aspects and thereby analyse each of the aboe aspects as a facet or antecedent or consequence of employee engagement. Their study and analysis is as follows : Engagement as Job Satisfaction In defining Job Satisfaction as a facet of employee engagement, the views of Erickson (2005) are noteworthy; â€Å"Engagement is above or beyond simple satisfaction with the employment arrangement or basic loyalty to the employer. Engagement in contrast is about passion and commitment, the willingness to invest oneself and expand ones discretionary effort to help the employer succeed† Therefore, it is beyond basic loyalty and is about the emotional aspect of Job satisfaction that triggers emotions and feelings of energy, enthusiasm and thereby constitutes a very important aspect of Engagement. Engagement as Organization Commitment In defining Organizational commitment as an important facet of employee engagement, the views from various contributions are noteworthy (Wellins and Concelman, 2005; OReilly Chatman, 1986; Mowday, Porter Steers, 1982; Meyer and Allens, 1997; Meyer, Becker Vanderberghe, 2004). These significant contributions lead to definitions; employees exert extra energy in support of the organization, feel proud as a key contrinbutor to the organization and its success and enjoy a personal identity with the organization. This leads to organization commitment being defined as a key facet of engagement (Mickey Schneider, 2008). While analysing organization commitment, there is also an analysis around organization / job withdrawal thereby suggesting that commitment as a state of engagement also relates to how long an employee stays as a result of commitment (The Corporate Executive Board, 2006) Engagement as Job Involvement The next aspect analysed by Mickey and Schneider (2008) is Job Involvement. Job Involvement has been defined â€Å"as the degree to which an employee psychologically relates to his or her job and the work performed therein and specifically equated job involvement and job commitment (Cooper-Hakim and Visweswaran, 2005). Brown (1996), Mathieu and Zajacs (1990) have also come up the conclusion that job involvement is an antecedent to organizational commitment. Brown further concluded that organizational withdrawal decisions are less related to job involvement than to organizational commitment. Erickson (2005) described job involvement as a key antecedent of the state of engagement. Based on the analysis and significant well researched contributions, we identify Job Satisfaction, Organizational commitment and withdrawal as key facets of employee engagement. Further, Saks (2006) has conducted a good study on the antecedents and consequences of employee engagement. The research conceptualized engagement as being reflective of the extent to which an individual is psychologically present in a particular organizational role (Kahn, 1990; Rothbard, 2001). It was further conceptualized that there are two dominant roles attributable to most organizational members viz., their work role and their role as a member of the organization. These two roles led to the two components of employee engagement: Job and Organization engagement. Saks (2006) further found that that Job and Organization engagement were significantly positively related to Job satisfaction, organizational commitment and Organizational Citizenship Behavior, and negatively related to intention to quit. In summary, employee engagement is about ones emotional commitment towards the organization, being psychologically involved and willingness ability to walk that extra mile in achieving the Organizational goals and objectives. Based on the above review, it is understood that employee engagement mainly constitutes three aspects viz., Organizational commitment, job satisfaction and intention to stay. This study aims at establishing a relationship between the facets / components of Employee Engagement using 2nd order Confirmatory Factor Analysis. This study further proposes to establish the convergent and discriminant validity and reliability of the various facets of employee engagement using First and Second order Confirmatory Factor Analysis H3 : Dimensions of Employee Engagement are interrelated H4 : Employee engagement is explained by Organisational Commitment, Job Satisfaction and Withdrawl Cognition Organization Communication Satisfaction and Employee Engagement The next dimension studied was the relationship between Organizational Communication and Employee Engagement in organizations. Employees see managers as trustworthy when their communication is accurate and forthcoming. In addition, adequate explanations and timely feedback on decisions lead to higher levels of trust (Folger Konovsky, 1989; Konovsky Cropanzano, 1991; Sapienza Korsgaard, 1996). Evidently, managers who take the time to explain their decisions thoroughly are likely to be perceived as trustworthy. Finally, open communication, in which managers exchange thoughts and ideas freely with employees, enhances perceptions of trust (Butler, 1991; Farris, Senner, Butterfield, 1973; Gabarro, 1978; Hart, Capps, Cangemi, Caillouet, 1986). Lockwood states that â€Å"lack of communication or poorly communicated information can lead to distrust, dissatisfaction, skepticism, cynicism and unwanted turnover. This is even more relevant in times of crisis as observed by Meyers in 1986 ; â€Å"When a crisis occurs, employees are affected on a personal level, in ways and to an extent unlike in any other audience. Their immediate reaction is often to be stunned and lose a sense of common purpose and cohesiveness Gripped by fear, employees may stray from their sense of reality and turn inward, focusing exclusively on their personal needs and ignoring the organizations needs†. Pincus Acharya, 1998 observed that â€Å"Employees who are uncertain about their jobs, health, or safety may deny, misinterpret, selectively perceive, or tune out information from management about the crisis situation because they may be blinded by their own sense of a personal crisis.† These studies lead us the understanding that â€Å"clear, consice, timely and honest communication is a very important management tool towards building employee engagement in Organizations (Lockwood). As discussed earlier, there have been many consultants and independent research organizations, which have established communication as a very critical component in enabling employee engagement in organizations. Further, there have been individual studies relating organizational communication and the individual facets and antecedents of employee engagement. This study proposes to study the relationship of Organization Communication Satisfaction on Employee Engagement using second-generation analysis tecnique, Structural Equation Modelling. H5 : Organisation Communication Satisfaction has a positive impact on Employee Engagement.. Research Methodology Questionnaire Design The Communication Satisfaction Questionnaire (Downs and Hazens, 1977) was selected for the Organization Communication construct of the study. We have used on seven factors of the CSQ beause the eighth factor, subordinate communication since this study was not aimed at personnel in their role as employees and not supervisors. For the Employee Engagement construct, each of the individual facets was measured on borrowed scales. Job Satisfaction was measured on 5 items taken from the scale developed by Price and Muellar (1986). Organization Commitment was measured on 6 items taken from the scale developed by Meyer, Allen and Smith (1997) while Withdrawal Cognition was measured on 3-item scale developed by De Conninck and Bachmann (2005). Since we are using borrowed scales for each of the constructs, it is important to first establish the validity and reliability of the scale. In other words, the items must reflect what they are intended to measure (face validity) and represent a proper sample of the domain of each construct (content valididty), and pass other tests of validity (discriminant, convergent and predictive validity) in order for a measure to have construct validity (Hardesty and Bearden, 2003). As a first step, we carried out a face validity of the constructs of the study. Based on the approaches discussed by Hardesty and Bearden, we identified a panel of 7 judges to assess the face validity. The judges were exposed to the definition of each construct, overall scope and objective of the study and the individual items under each construct (Total number of items was 49). Each judge was requested to rate the importance and relevance of the item to the constructs conceptual definition on a scale of 1-10 (1-Lea st important to 10-Most Important). (eg. How would items like â€Å"I find real enjoyment in my job† or â€Å"I am seldom bored with my job†). Additional remarks were also sought from the judges on whether multiple items under a construct mean the same and also which among the items was a better representative of the constructs conceptual definition. These results were summarized by Judge for each item and the items which were given a weightage of â€Å"less than 8† were considered for reduction. During the content validity stage, the judges unanimously felt that co-worker communication, as a dimension was not too relevant from an engagement perspective since a lot of it was not largely under the control of the organization. However, one item in the co-worker communication was felt necessary to be included viz., â€Å"Extent to which communication practices are adaptable to emergencies† and hence, the same was retained and included in the dimension  "Communication climate†. Similarly, the item viz., â€Å"Information about changes in our organization† and â€Å"Information about company goals and policies† were the only 2 items left under the dimenstion â€Å"Corporate Information†. Since it is required to have atleast 3 items under each dimension / factor for Structured Equation Modelling, these 2 items were grouped under the dimension â€Å"Organizational Integration†. Therefore, in the final questionnaire (total number of items 29), Organizational Communication Satisfaction was reduced to 5 factors viz., Organizational Integration, Supervisory Communication, Personal Feedback, Communication Climate and Media Quality. The factors under Employee Engagement were all retained viz., Organization commitment, Job satisfaction and Withdrawl cognition. In addition to the 2 sections representing the main constructs of the study, the questionnaire also covered a brief write up covering the purpose of the study as well as explicit statements of assurance to the respondents about the confidentiality of their responses and that the responses would be used for academic purposes only. Data Collection and Sampling : For this study, primary data was collected through structured undisguised questionnaires adminstered to the respondents. Questionnaires were administered through personal contacts / meetings and through mail as per the convenience of the respondent at home or in office. The respondents were requested to spare few minutes to provide categorical responses to items in the questionnaire The respondents for the study were selected from the personnel of organizations in Information Technology (IT) / Information Technology Enabled Services (ITES) industry in India. A total of 275 questionnaires were administered to the respondents. 264 questionnaires were found to be complete in all respects, giving a response rate of 96.%. A further 29 invalid questionnaires were eliminated (those questionnaires where too many items were left unanswered or the same response was given to all the questions) and thereby 235 valid questionnaires were taken for further analysis. Measurements The study hypothesis covers 2 Constructs Organization Communication Satisfaction (OCS) and Employee Engagement (EE). OCS is measured for 5 key dimensions / Factors viz., Organization Integration, Supervisory Communication, Personal Feedback, Communication Climate and Media Quality while EE is measured on 3 key dimensions / factors viz., Organization commitment, Job satisfaction and Withdrawal Cognition. The 8 categorical dimensions were measured on the following items / variables: Factor / Dimenstion Items / Variables of measurement Organization Communication Satisfaction (OCS) Organization Integration Information about the requirements of my job Information about my progress in my job Information about company policies and goals Information about changes in our organization Supervisory Communication Extent to which my supervisor listens and pays attention to me Extent to which my supervisor offers guidance for solving job related problems Extent to which my supervisor trusts me Extent to which my supervisor is open to ideas Personal Feedback Information about how I am being assessed Information about how my efforts are recognized and rewarded Extent to which superiors know and understand the problems faced by subordinates Communication Climate Extent to which the organizations communication motivates and stimulates an enthusiasm for meeting its goals Extent to which the organizations communication makes me identify with it or feel a vital part of it Extent to which communication practices are adaptable to emergencies Extent to which I receive in time the information need to do my job Media Quality Extent to which written directives and reports are clear and concise Extent to which the attitudes toward communication in the organization are basically healthy Extent to which the amount of communication in the organization is about right Employee Engagement Organization Commitment I really feel as if this organizations problems are my own I do not feel like part of the family at my organization (R) I do not feel emotionally attached to this organization (R) This organization has a great deal of personal meaning for me I do not feel strong sense of belonging to my organization (R) Job Satisfaction I find real enjoyment in my job Most days I am enthusiastic about my job I feel fairly well satisfied with my job Withdrawal Cognition I would be very happy to spend the rest of my career in this Company Within the next six months, I would rate the likelihood of leaving my present job as high All the variables are categorical in nature and were measured on a categorical scale (5 point Likert). Data Analysis We have applied Structural Equation Modeling (SEM) as the tool of analysis for maximum likelihood estimation for examining the proposed hypotheses. As suggested by many researchers (e.g. Anderson Gerbing, 1998), we have chosen the Two-step analysis method wherein in the first step, we conduct the Confirmatory Factor Analysis (CFA) based on the correlation coefficient matrix of each measurement item (i.e. dimenstions / factors of OCS and dimensions / factors of EE). In the second step, after confirming the fitness of the cons

The Concept Of Ethical Consumption Marketing Essay

The Concept Of Ethical Consumption Marketing Essay To present the concept of Ethical Consumption it needs to be acknowledging what is ethics and consumption. Ethic is a set of norms, principles or values that guide peoples behaviour (Sherwin 1993), and what is ethical or unethical is based on individual perception of right and wrong in other side consumption can be define as the process of buying or using goods that materialises when the consumer processes the product or service information, as a logical thinker (Holbrook et al. 1982: 132). Ethical consumption takes place when individuals purchasing goods are considering values of caring for other people, concerns for fairness and/or for the environment. The phenomenon of Ethical Consumption started to rise in the last fifteen to twenty years. This concept is directly related to the conscious and deliberate choice to make certain consumption options due to personal and moral beliefs (Carrigan et al., 2004:401). The ethical consumer strives to enhance their wellbeing through purchasing behaviour that avoids harming or exploiting humans, animals and the environment (Harrison et al. 2005: 4), and these represents the positive choices; additionally in this ample concept it can be included actions as recycling behaviour and philanthropy  [1]  . Consumption can be perceived as an instrument to achieve satisfaction on the material level; this consumer pattern is also moulded by groups and societal values: consideration for others and also for our eco system, leading to the concept of Ethical consumption, that can be identify as a tool to social change. Citizens and consumers are social actors that are recognizing more sustainable forms of consumption by optimising environmental, social and economic consequences in order to reduce ecological damage and demand labour rights to be respected. All consumers are forced to consider the increasing consequences of their habits, and existence (Harrison et al., 2005:3). We are now living in the world of disposability, of instant convenience where everything is disposable, however society is waking up and starting to reject these ways. There is a reform to the basic, to old values (Arnold 2009:4). Ethical consumption can be seen as an integration process, between producers and consumers, ethically minded consumers feel accountable towards the environment and the society, and they strive to express their values through their shopping habits. Ethical branding strategies are designed to support ethical business and ethical claims, these strategies are accomplished through all phases of a brand products lifecycle  [2]  ; leading to consumers perceptions and attitudes towards ethical purchasing (Tustin et al., 2008:24). Brands that are perceived as good citizenship  [3]   hold a good reputation on the consumer eyes, accentuating the responsibility of companies and consumers, producing/ purchasing products and services that pursue to minimise the social and environmental damage. It is quite clear exactly what is feeding this concept to grow, and Rob Harrison (2005) proposed seven factors inciting the growth of ethical behaviour: the globalisation of markets leading to the debilitation of national governments; this action drives to a rise of transnational corporations and brands; the growth of campaigning pressure groups which occurs as a result of the previous processes; the social and environmental consequence of technology; a shift in market power towards consumers; the effectiveness of market campaigning and also the enlargement of corporate social responsibility  [4]  (Harrison et al., 2005:3). However the main sources of the rapid progress of ethical awareness in the consumer shopping behaviour are the communication channels driven by the easy access of information, from websites as Ethical consumer guide and Keep it ethical; increasingly ethical awareness of issues related to products and brands leaded by the most effective channel the internet. 1.2 Study focus Although Ethical consumption seems like an ideal conception of consuming habits, there are issues stopping this idea to fully succeed. One of the strongest issue is price sensitivity, consumers are willing to pay extra pennies for ethical products, not small fortunes; another point is personal experience considering that some consumers cannot identify ethical products from non-ethical; ethical obligations as another issue where people feel difficult to consume certain products only based on the ethical claims; one critical point is the lack of information, where consumers feel that they are not fully informed in order to make the right purchasing choices; quality perception as other concept, sometimes people perceived that ethical products do not hold quality or flavour for example, as mainstream  [5]  products; cynicism considering that a high number of companies exploit for example the concept of environmental friendly, without any care for the environment which is named as gre en wash, leading to the lack of confidence to ethical products and finally the sense of guilt to support these exploited groups (Bray et al., 2010:5). Although other authors like Show et al., (2004) and Carrigan et al. (2001) defend, that ethical consumers are confused by: the lack of information, or too much information, restrict product choices and their availability, they also add that the lack of commitment plays an important role, additionally these authors go further believing that ethical consumers trust that their purchase choice does not make a significant difference amongst the others. Different authors point different issues as critical for this concept to flourished has it should. However all authors agree that communication, consumers education and the lack of trust is a significant concept for the shortcoming of ethical consumption. 1.3 Dissertation structure What is proposed in this study is to analyse in depth one successful ethical corporation Unicorn Manchester Cooperative Groceries, to understand how they show, educate and encourage consumers to follow their brand message through their ethical products; additionally how Unicorn procedures leads customers to trust them, finally it will be investigated their internal communication strategy. At this investigation it will be analysed trust, brand loyalty, brand message and internal branding, furthermore it will be acknowledge what their customers feel about their communication strategies and if they fully understand the meaning behind their purchases, what the company stands for and if the strategies used, drive customers to trust and became loyal to this business . To access this knowledge and to understand the communication strategy it will be made an interview to one of the cooperative members, which is accountable for the marketing and communication, education and advertisement of th is business, with the purpose to gain an insight of strategies adopted by this company. As a following step is needed to be acknowledge if customers are actually receptive to all these techniques adopted by the company by doing a small survey that only mention the communication strategies placed on the shop floor; to hundred and thirty customers. 1.4 Aims and objectives The outcome of this case study is to acknowledge and understands the ethical communication strategies adopted by this specific company and understand their effectiveness. Understand the Ethical Communication strategies used by Unicorn Cooperative Appreciate the channels used in order to build trust guiding to brand loyalty Acknowledge if customers fully understand the meaning behind their purchases Recognize the importance of Internal branding in ethical businesses How is possible to transfer this knowledge to other cases, business, institutions and so on. Research question: How does Unicorn- Cooperative develop consumer trust into their ethical brand? Hypotheses: 1. Trust is a key concept for the development of Brand loyalty 2. When brand message is communicated effectively, consumer tend to develop trust 3. Internal Branding high levelled the trust Literature review 2. Literature Review 2.1 Ethical Consumption Nowadays consumption can be perceived as a way to achieve social equality and a better environment. Ethical Consumption can include the purchasing behaviour that respects workers treatment, fair trade food, non-genetically modified food, environmental concerns, human rights, racial or gender prejudice, (Szimigin et al. 2006: 608). An increasing number of consumers are conducting changes in social conditions and business practices and they are progressively committed on these changes, this factor is what distinguish political consumer from ordinary consumer (Sandicki et al. 2008: 3). People are encountering more sustainable forms of consumption, and acknowledging individual and collective level of benefits, in order to meet the needs of current and future generations (Lunchs et al. 2011:2), affecting business and retailers to respond to this growing demand. At the same time individuals acquire a relation with ethical consumption that tend to be driven by a larger context, enforcing some kind of reflection which can be influenced by social groups (Barr et al. 2011: 715). Ethical consumption embraces two major groups positive buying is what was mention previously and in the opposite spectrum is the negative buying which can include boycotts and avoidance of certain brands on a permanent basis, considering their association with some political issue that the consumer opposes (Sandicki et al. 2008: 2). Furthermore these movements in great majority accomplish their objective, by changing business conventions to a more eco and social friendly practices. Consumption as an increasingly important purpose in contemporary society, these movements materialise ideologies of consumption  [6]  (Kozinets et al. 2004:692). Consequently, businesses are trying to blend ethical consumerism into their practices, as a result of pressure from consumers, considering that their perception is also linked to their consumerism (Tustin et al. 2008:25). Characteristics that run through all these consumption manifestations: Organisation, consumers envisage to organise a coherent set of activities informed by the actions of different organisations, including consumer bodies A desire for change, consumption as a tool of its own transformation Rights, consumers have rights that have to be fought Collectively, by working in groups, individuals hold a strengthen power for change Values, consumption as an exchange of moral messages, consuming can be good or bad Implications, consuming has effects, on other people and society or on the environment. (Harrison et al., 2004:40) Thankfully to the growing number and easily accessible information enhanced by the media interest of political issues (Harrison et al. 2004:69), consumers are more aware of ways to minimise environmental damage and change social issues. Some authors defend that there are more hidden reasons to purchase ethically, other dimension that evocates the individuality of each of us, they see ethical consumption as a integrative process, where the consumer tries to achieve: distinction, by distinguishing themselves in a proactively way through their actions; hedonism action that produces pleasure, the consumer feel good about himself purchasing ethically; love which demonstrates compassion to others and personal values and aesthetic appreciation, considering that ethical products tend to be classified as premium  [7]  brands, meaning more expensive which some individuals identify with them for their classification (Szimigin et al. 2006:610), and these are some of the extra aspects that the marketer needs to acknowledge when suggesting these products. However the most persuasive reason for people to consume more ethically is the power of social change, by forcing brands and companies to adopt more ethical strategies for t heir business practices. This seems the ideal consumption concept, however as many concepts in business has their faults to fully succeed, as mention previously the: personal experience; ethical obligation; lack of information; quality perception, cynicism and sense of guilt. The deprivation of effective information is a major barrier for this concept to accomplish their objectives. If consumers are not informed or even educated of these practices and strategies in some respects ethical consumption is failing in delivering a proficient communication. There is a high number of literature and case studies where consumers for example are willing to purchase eco-friendly brands, however they witness a very difficult task to identify these products, proving that these consumers are not very aware of ethical communication strategies (Picket- Baker et al. 2008: 290). Adequate communication prevail a disregard link between some companies to the mass consumer. This matter deviates the idea of ethical consumption; sin ce all consumers are possible ethical consumers (Harrison et al. 2005: 69). 2.2 Marketing Communications/ Communication Strategies Communication strategies is a core concept for this investigation, as it will be study the ethical communication strategies of one particular company and acknowledge how these support the business reaching trust amongst the customer. However to reach that picture it needs to comprehend in general the notion of marketing communication. All organisations to survive needs to exchange information to their stakeholders, Marketing Communications is the design, implementation and control to reach organisational objectives, through the consumer market point of view, marketing strategies is a method that will increase consumers positive thoughts and attitudes towards a brand or product, (Peter et al. 2010:25) basically is a management process through which an organisation engages with its various audience (Fill 2005:7), only strategically distributed can help organisations to lead a competitive position (Holm 2003: 23), by understanding the audiences, organisations explore actual messages that would be appropriate for their stakeholders. Following the previous sentence, marketing communication is a concept that bridges information between customers and potential customers to the business foundations, remind the stakeholders about the business essence, also reassure the distinctive aspects for other competitors additionally provide information about products and brands values, persuade the target audience to change attitude (Dahlen 2010:43). The Marketing Communication mix embraces every type of messages such in advertising, public relations, promotions and personal selling simultaneously direct response advertising, personal communication, public relations exhibitions and online exhibitions. All these different methods can work independently or ideally blended to accomplished communication goals. Promotional Objectives Target Audience Context Analyses Direct Marketing Sales Promotion Research and Evaluation Personal Selling Resources Positioning Public Relations Figure 1_ the system of Marketing Communications (Fill 2005:28) This concept promotes and maintain a dialogue with their audiences to create a Brand Equity, brand associations, brand dominance and brand prospects (Dahlen 2010:14), this it will influence conception of value in comparison with the benefits and costs, being the ideal situation to raise the benefits and decrease the costs (Holm 2006:23). Marketing communication can be perceived as: management and control of all communication strategies; also ensures brand personality, positioning and messages that should be distributed consistently throughout all components of communication and additional strategic analyses, implementation and control of the choices of marketing strategy (Smith et al. 1999:4). Communication is the act of sending a message to others in a way that these can interpret and decode the message, communications is essential to build trust on others(Anderson 2005: 169).Communication strategies can be defined as a constant pursuit to verbalize and decode the messages, in situation where these messages have not been decipher (Toronoe 1981: 287). A favourable communication is based around a committed, articulated brand idea as a foundation to sustain and build relations with customers (Dahlen 2010:2). The main target of Marketing Communication is to influence the judgment of value through communication, this process materialises when individuals share meaning, by developing a dialogue, where participants are capable to decipher the meaning of the messages and simultaneously being able to respond, and this exchange is possible through knowledge and understanding of the communication process. In overall process for organisations to be successful in their communications strategies, it is fundamental for them to understand their customers, the way they absorbs information, how they develop attitudes and how they react to marketing communications stimuli . However it necessary to identify, select and develop which communication tool it will be used to apply the most suitable brand communication to reach their target audience (Schultz et al. 1999: 309). The cognitive position perceives the consumer as the problem solver, using the various process to reasoning, forming ideas and gaining knowledge in their own individual way of decoding information (Fill 2005: 117). The previous judgment makes essential for organisations to build a strong Brand Narrative, based on a story that frames cultural codes, cultural expectations and stereotypes, essentially needs to create a story that reflects our times (Dahlen 2010: 13). The brand narrative is intrinsically consistent dialogue, which connects people, events and experiences which can lead to Brand Equity  [8]  . Brand attitude is an imperative characteristic of brand equity, which is intended to influence consumers to purchase the brand, through consumers attitude is possible to measure the brand success (Peter et al. 2010:232). Brand and customer equity Relationships Advocacy Advocacy Marketing communications Marketing communication mix Traditional and non-traditional media Channel partners Positioning Branding Image and Brand management Outcomes Marketing Communications Media Scape Narrative Brand Ongoing Figure 2_ Brand Narrative components (Dahlen 2010:6) Until certain extend brand equity, brand narrative develop a marketing stimuli directed to their target choice, guiding them in the way they behave, think and how they feel (Peter et al. 2010:25) and individuals express themselves, or aspire to be through brands, somehow consumers employ marketing communications to chase personal meaning through their consumption (Dahlen 2010:07). Meaning that by elaborating a brand narrative business is essential to have a deep knowledge about their target market. Customers are seem as problem solvers, through communication strategy perspective, their capability to message decode is affected by their level of elaboration and advertising is the conducive way of channel information to consumers, who then has the opportunity to appreciate the message according to their experiences (Fill 2005:197). 2.2.1Brand message- Communication Effectiveness Brand message is essential for this study, taking in consideration that it needs to be apprehended the communication effectiveness of Unicorn strategy, not measuring but understanding the effectiveness of their brand message, how this business is being so successful in communicating their values, when others in ethical trade are failing, essentially understand how Unicorn engage customers through their brand. Communication is an important means for organisations to reach their customers and potential customers (Bendixen 1993: 19), and this can be achieved through advertisement. Many advertisement models were tailored with foundation on Lavidge and Steiner hierarchy of effects model, this model defends that the customer purchasing process starts from awareness, to knowledge, then liking, moving to preference than conviction and finally purchase. The next model has foundation on Lavidge and Steiner effects structure, where Bendixen applied some changes: Forces of Communication Impact Specificness Credibility Relevance Conviction Comprehension Action Unawareness Awareness Forgetfulness Incompreheension Hotility Aphaty Barriers of Communication Figure 3 _ Brand loyalty the 5 stages of Communication (Bendixen 1993: 21) All components of the promotion mix hold diverse magnitudes to communicate. The effectiveness of each communication channel can be chased from the state of unawareness to all the other stages until purchase (Fill 2002: 18). 2.2.2 Brand message and trust The effect of the brand message also has an impact on trust and relationship commitment (Sharma 1999: 152), some studies suggest the critical role of effective communication plays an impact on the perceptions of quality, trust and relationship commitment, it involves the formal and informal channels between customers and the organisations, is meant to give real expectations and educate customers (Sharma 1999: 163). The effectiveness of cause related marketing may have an imperative influence in customer choice (Pracejus et al. 2004: 639). Communication effectiveness/ Brand message Functional quality Technical quality Trust Relationship commitment Figure 4_ Conceptual model of determinants of relationship commitment (Sharma 1999: 156) Effectiveness is an important derivative of communication strategy taking in consideration that for these to have a positive outcome into the target audience, it needs to achieve what was meant to achieve, the audience must decode in the way that the marketer thought that they would decode and if the audience can acknowledge the full meaning and understand the overall brand message, this process was successful, also has impact in which different communication channels to adopt and how it will affect particular consumer responses (Grace et al. 2005: 114), this might be through advertising or any other avenue. If customers acknowledge the brand message and this is something that they aspire or goes according to their values, consumer will tend develop trust with the brand through their messages. Consumer brand knowledge could relate all descriptive and evaluative brand information. In this spectrum, different levels of knowledge as attributes, benefits, thoughts, feelings, that are linked between them (Ghodeswar 2008: 4) would form a reaction to the brand message, and this reaction should be as expected by the brand in this way they accomplish their communication goals. Understanding brand message has an effect to future purchases, through brand relationship that also involve brand satisfaction, brand trust and brand attachment (Esch et al. 2006: 103), brand message need to be clear and adopt the most appropriate channels in order to achieve their target audience. By using their communication strategies effectively will lead to consumer relationship, trust that eventually will turn into brand loyalty. 2.3 Brand Trust Trust develops when one actor has positive assurance with a trading partner (Zboja 2006: 382), as a process that meets their customer expectations and probably overcome these ones. Brand trust is built over the acceptance that brand value can be design and improved in order to overcome consumer satisfaction concerning the product attributes. Brand qualities might also add value to an existing relationship between customers and brands, being trust one of the most critical elements of this relation. Trust is a feeling based on security and in this context trust has foundation in brand reliability and brand intentions; brand reliability is the capacity of brand to correspond to customers needs, in this dimension is necessary to accomplished what the customer is expecting from the brand; and brand intention has emotional roots, which accredits that customers are in an vulnerability situation when making purchasing decisions (Delgado- Ballester 2001: 1242). Consumer trust and satisfaction about a specific brand and the retailer will drive to repurchasing behaviour; trust is a significant element that bridges satisfaction, individual connection towards a brand as shown on figure five. Trust in the Brand Trust in the Retailer Reseller Repurchase Intentions Satisfaction with the Brand Satisfaction with the retailer Figure 5_ Conceptual model of the relationship between consumer perceptions of brands and retailers ( Zboja et al. 2006: 382) Relationship formation is balanced by customer, product and brand attitude. A brand with very distinctive attributes that adjust to customers values and behaviour tend to develop relationship based on the products categories (Hess et al. 2005:316). Trust is involved in brand credibility, and this creates brand loyalty as an element of brand equity and a key concept in customer relationship, and this might be the strongest connection in the marketing tools (Reast 2005:5). Credibility- based Credibility based trust correlates (Conative)Brand trust Performance- satisfaction based Trust Correlates (Cognitive) Truthful Fair minded Sincere Shows concern Similar values Gives confidence Competence Expert Status Reputation Personal Experience Usage History Fulfil expectations Quality consistency People experience Quality level Dependability Figure 6_ Two component model of brand trust correlates (Reast 2005: 5) The left column represents what a brand should provide and the right column is what customers will perceive if content. Credibility demonstrates the honesty and values of the brand where it can be delivered through advertising, packaging to personal interaction (Reast 2005: 9). Brand trust is establish through personal experience with the specific brand, consequently this experience it will guide consumers evaluation of any direct and indirect contact, being the consumption experience the most important as a foundation of trust. Brand trust offers some kind of security, considering that the brand will meet consumption expectations that will have an influence on commitment. (Delgado- Ballister 2001: 1254). Brand properties are vital to ultimate if customer decides to trust it or not. Consumers tend to judge a brand before forming a relationship with it, Lau believes that individuals develop brand trust according to reputation, predictability and proficiency (Lau et al 2009: 344);furthermore trust can be perceived as an ingredient that contrast relationships from transactions. Trust and satisfaction are crucial elements in building personal relationships that eventually will lead to brand loyalty; which has been conceptualised as a repetitive purchasing behaviour of a brand (Lau et al. 2001: 351). 2.3.1 Trust and Brand Loyalty Within the marketing discipline concepts as trust and brand loyalty are linked together, considering that is through trust that brands achieve loyalty from their customers. The consideration of trust in brand is supported by: the relationship between brand and consumer, that implies that the brand hold some characteristics that goes further than a simple product or service; in other spectrum brand trust is also associated to brand value, which is much more than consumer satisfaction, other characteristics can add value to the existing relationship between a brand and a consumer, being trust the most significant property of this relation. (Delgado- Ballester 2001: 1241). Trust in a brand is positively associated to brand loyalty which brings many benefits to the organisation. The brand properties are crucial to determine if the consumer will trust or not this business if the reaction is positive and the customers is repurchasing over again it will be achieved brand loyalty. Brand Predictability Additional Information Job Specifications are in Word format, to download a viewer for Windows click Here or for Mac users click Here all other documents are in PDF format you can get Acrobat Here Recruitment Policy: Click Here Candidate Guidelines: Click Here Job Share Scheme: Click Here About MMU: Click Here Disabled Candidate Support: Click Here Job Details   Job Reference: G2/2245 Job Title: Marketing Assistant Location: All Saints Closing Date: 16 October 2012 Salary Range:  £ 18340.00 to  £ 19972.00 Benefits Holiday Entitlement: 25 Pension:   Yes Job Details Division: Marketing, Communications Development Department: Marketing Communications Office Work Pattern: Temporary Application Form: Click here for Application Form Job Description: The University only accepts applications on a valid application form which can be downloaded by clicking here. You can then upload your completed application in the My Documents section once you have logged in. Please note that a curriculum vitae (CV) will not be accepted for this vacancy. Manchester Metropolitan University MARKETING, COMMUNICATIONS AND DEVELOPMENT MARKETING ASSISTANT (Full-time / Fixed 2 year contract/) Grade 4:  £18,340-  £19,972 per annum We are seeking a Marketing Assistant who is looking for an exciting, challenging role and has excellent marketing and administrative skills. This hands-on post will be part of a new marketing team in the Faculty of Business and Law. This new faculty brings together the Business School a