Evidence Informed Decision Making Report Essay

Introduction This paper will discuss wound care, the effectiveness of saline versus water when cleaning wounds, and the experience of patients undergoing long term wound care. The purpose of this report is to demonstrate understanding of evidence informed decision making, researchable questions, searching the available evidence and research designs. Background Webster’s Dictionary by Guralnik (1970) defines a wound as â€Å"an injury, especially one in which the skin or another external surface is torn, pierced, cut, or otherwise broken.† Wounds can be acquired from accidents or from medical procedures such as operations or surgeries. Anytime a patient acquires a wound, the care given to the person and at the site of injury is an essential part in the healing process. Proper wound care can prevent further complications, infections, and preserve function. It involves cleaning, examining and bandaging. Wound cleansing or â€Å"irrigation† the steady flow of a solution across an open wound surface to achieve wound hydration, remove debris, and to assist with the visual assessment. The irrigation solution is meant to remove cellular debris and surface pathogens contained in wound exudates or residue from topically applied products. Cleansing methods may differ between individual health care providers, institutions, or facilities but the irrigation solution chosen can have a significant impact on healing outcomes and therefore should be chosen carefully with supporting evidence. Quantitative Study Design The study design that provides the highest level of evidence to answer the identified quantitative PICO question is a Randomized Control Trial (RCT). According to McMaster School of Nursing (N.D), a RCT involves â€Å"individuals who do not have the outcome of interest in mind and are randomly allocated to receive the intervention or standard of care or conventional treatment (comparison group), or no intervention (control group) and followed forward in time to determine whether they experience the outcome of interest.† This design was chosen because its strengths involve â€Å"gold standard to test the effectives of a treatment/intervention, and decreased bias through random allocation† according to McMaster University School of Nursing (N.D). Random allocation of participants within the experimental group is preferred as unbiased results can be achieved and which prevents the data from being skewed. Specifically in this case, if patients know their wounds are being studied for the outcome of infections, personal behaviors or hygiene techniques could be altered during this time, which may influence the results. Qualitative Study Design A phenomenological study design is most appropriate to answer the identified qualitative study question because it explores the â€Å"lived experiences of people† which are subjective according to McMaster University School of Nursing (N.D). In this case, phenomenological studies fit best as the answer being sought is the experience for wounded patients under going wound care. Literature Search Quantitative Search A â€Å"Summaries† level study was found called â€Å"Emergency nursing resource: wound preparation† from the National Guideline Clearinghouse database. The â€Å"Summaries† level is found at the top of the 6S hierarchy pyramid of pre-processed evidence. A summary study was used because it was the first level to be explored and provided the highest level of evidence to fully answer the quantitative PICO question. Furthermore, when a relevant â€Å"Summaries† level study is found, there is no need to go further down the pyramid as the â€Å"Summaries† level contains essentially a summary of the information available at the lower levels. Regarding my research strategy, I first started looking at the RNAO Best Practice Guidelines. I began browsing by topics, however a topic on wound care was not available. I proceeded to use the manual search bar where I intentionally used a broad search term of â€Å"wound care† with the quotations around it. This only yielded only one result, which was not relative to answering my question. I thought that even if I used a more specific search request, I would not find any different results as even the broadest term yielded nothing helpful. From there, I moved onto the National Clearinghouse Guideline database. This is where I found my first relevant study called â€Å"Emergency nursing resource: wound preparation†. I found that using asterisks, quotation marks, and capitalized ANDs helped me be successful in finding the research I needed. Also using different combination of search terms and synonyms, I was able to refine my search to the point where I found my first relevant study. The exact terminology I used was â€Å"‘wound prep*’ AND ‘water’ AND ‘saline’†. This generated two results, which was beneficial as the results were focused and specific to what I was searching for. I found another summaries level study from the DynaMed database called â€Å"Laceration Management†. I was able to find this study on my first try using the term â€Å"wound irriga*†. Because irrigation could refer to either water or saline, I found it more effective to use the root of â€Å"irrigation† as it yielded better results. Please see Appendix A for a copy of the search history. Qualitative Search When conducting a search for my qualitative question, I first started at the â€Å"Synopsis of Single Studies† level of the 6S pyramid. I searched three databases from this level including Evidence-Based Nursing, Evidence-Based Healthcare and Public Health, and Evidence-Based Medicine. Unfortunately I was unable to find a phenomenological study to accurately answer my qualitative question for patients undergoing wound care. Since none of these databases had what I was looking for, I moved onto the next level of the 6S pyramid, which was â€Å"Single Studies†. I was much more successful here. The first database I checked was CINAHL. Using the entry of (MH â€Å"Phenomenological Research† AND â€Å"wound care†) I retrieved twenty results. From the list of results, I found two appropriate phenomenological studies, which accurately answered my qualitative question. I can say with ease that I did not experience difficulty when conducting a search for this material. I found following the suggestions and guidelines that the EIDM module provided from the McMaster University School of Nursing was extremely helpful in successfully finding relevant research in a timely manor. Please see Appendix B for a copy of the search history. Discussion Quantitative Study Discussion For the quantitative discussion, there will be two articles addressed which will answer the following question: In patients requiring wound care, does tap water compared to normal saline reduce the number of infection incidents? The first credible resource is titled â€Å"Emergency nursing: wound preparation†. It is a guideline intended for nurses and doctors with the best recommendations for practice with evidence to support it. The objective of the guideline is to evaluate what method of wound preparation is most effective for promoting wound healing and reducing rates of infection for patients in the with acute lacerations. The interventions considered were portable tap water versus normal saline. Pooled data from the studies within the review identified a 37% reduction in the rate of infection in wounds cleansed with tap water compared to wounds cleansed with normal saline. Data from one study showed a significantly higher rate of infection in the group that received normal saline; however, this could have been attributed to difference in the temperature of the irrigation solution (National Guideline Clearinghouse, 2012). The overall recommendation based upon the supporting evidence is that â€Å"potable tap water is equivalent and may be superior to normal saline for laceration cleansing and irrigation in patients across the lifespan† to promote wound healing and decrease rates of infection (National Guideline Clearinghouse, 2012). This evidence answers the quantitative questions clearly and concisely by alluding to the fact tap water is equivalent to normal saline in reducing infection rate in wounded patients. The next â€Å"Summaries† level study that will be discussed is called â€Å"Laceration Management† (DynaMed, 2008). Here we see that based on 715 randomized trails of acute laceration cleansing, patients received either tap water or normal saline solution. Based on the 634 follow up cases 4% tap water versus 3.3% saline group had wound infections. Furthermore, in this review, findings show that warmed saline was preferred over room temperature saline. So again we see the factor of temperature of the irrigation solution being considered as it plays a role in infection rate, similarly to the study findings discussed above. The overall bottom line of the review states, â€Å"tap water irrigation may not increase infection rate compared to sterile saline for simple lacerations† (DynaMed, 2008). This evidence therefore compliments the answer to quantitative question discussed above as again we see little to no difference in infection rates with tap water compared to normal saline in wound care. Qualitative Study Discussion There are two phenomenologic studies used to address the following qualitative question: What is the experience for wounded patients under going long term wound care? The first study is called â€Å"The Lived Experience A Chronic Wound: A Phenomenologic Study† (Beitz, & Goldberg, 2005). The methods used to obtain the data were interviews with open-ended questions and a brief questionnaire. The most commonly expressed concerns were grouped into the following themes: pain, mobility, freedom, and wound status. The constant experience of pain made life uncomfortable, mobility limitations decreased independence and freedom, and lastly lack of knowledge regarding wound status increased uncertainty, feelings of frustration, and decreased life quality (Beitz & Goldberg, 2005). The identified themes explicitly answer the qualitative question regarding experience of undergoing long term wound care. The second study is called â€Å"A forever healing: The lived experience of venous ulcer disease† and it explores the life experiences of having a chronic wound from a patient’s perspective. Similarly to the â€Å"Chronic Wound† study discussed above, an interview method consisting of open-ended questions was used to collect data. Four common themes emerged from the analysis of experiences, which include: a forever healing process, limits and accommodations, powerlessness, and â€Å"who cares?† (Chase, Melloni, Savage, 1997). The healing process for these patients with leg ulcers never ends as continual protection, attention and care is required, which is a lot of responsibility and commitment. Furthermore, the implications of the ulcers often left clients with decreased mobility and activity. The long-term duration of these circumstances in conjunction with the functionality loss led to a sense of powerlessness and hopeless. Ultimately clients admitted to developing a â€Å"who cares?† attitude toward their condition (Chase et al 1997). These common life experience themes identified within this study provides a view into the experiences of having a chronic wound, which answers the qualitative question. Conclusion In summary, both â€Å"Summaries† level studies conclude the same answer that tap water does not increase rate of infection in wound irrigation compared to saline solution. Solution temperature plays a role in wound healing and should be considered when preparing to cleanse. From a qualitative perspective, wounds can have major implications on life quality. As health care providers, the phenomenologic knowledge regarding living with a chronic wound is invaluable. It not only grants us the ability to better empathize with clients undergoing similar circumstances, but allows us to provide better care by helping persons cope and adapt to chronic wounds in healthy, positive ways (Beitz, & Goldberg, 2005). The ways in which nurses can minimize negative components of chronic wounds include assessing pain frequently, working with physical therapists to optimize mobility and freedom, and lastly be forthcoming with explanations about procedures and wound status. When such things are accomplished, clients should feel more empowered and perhaps an improvement will be seen not only physical state, but also the mental and emotional state. References Beitz, J., & Goldberg, E. (2005). The lived experience of having a chronic wound: a phenomenologic study. MEDSURG Nursing, 14(1), 51. Chase, S., Melloni, M., Savage A. (1997). A forever healing: The lived experience of venous ulcer disease. Journal of Vascular Nursing, 15(2), 73-78. DynaMed. (2008, March 8). Laceration management. Ipswich, MA:EBSCO Publishing. Retrieved November 14, 2012, from http://search.ebscohost.com.libaccess.lib.mcmaster.ca/login.aspx?direct=true&db=dme&AN=129892&site=dynamed-live&scope=site. Guralnik, D. B. (1970). Webster’s New World dictionary of the American language (2d college ed.). New York: World Pub. Co. McMaster University School of Nursing, (N.D). Research Designs [BScN EIDM Learning Modules]. Retrieved from Avenue to Learn. National Guideline Clearinghouse. (2012, July 2). Emergency nursing resource: wound preparation. Rockville MD: Agency for Healthcare Research and Quality.

The Indigo Spell Chapter Thirteen

WADE TOLD ME EVERYTHING he knew. It was all useful, but I didn't know if it would be enough. First, I had to get to St. Louis . . . and that was going to be tricky. I braced myself for the phone calls I'd have to make, hoping I had enough Alchemist wiles to pull them off. Before I took on that task, I just wanted the normality and comfort of my own room. Eddie and I drove back to Amberwood, analyzing every detail of our meeting. He was chomping at the bit to make progress, and I promised I'd keep him in the loop. I had just reached my door when my phone rang. It was Ms. Terwilliger. I swear, sometimes I thought she had a sensor outside my room so that she'd know the instant I returned. â€Å"Miss Melbourne,† she said. â€Å"We need to meet.† My heart stopped. â€Å"There hasn't been another victim, has there? You said we have time.† â€Å"We do,† she replied. â€Å"Which is why we need to meet sooner rather than later. Reading up on spells is one thing, but you require some hands-on practice. I refuse to let Veronica get to you.† Her words triggered a mix of emotions. Naturally, I had my knee-jerk reaction against practicing magic. It was quickly squashed by the realization that Ms. Terwilliger cared about me and was so concerned about keeping me safe. My own personal desire to not be in a coma was also a strong motivator. â€Å"When do you want to meet, ma'am?† I asked. â€Å"Tomorrow morning.† I realized tomorrow was Saturday. Already? Where had the week gone? I was driving Adrian to pick up his car in the morning, which hopefully wouldn't take a long time. â€Å"Could we meet at noon? I've got an errand to run.† â€Å"I suppose so,† said Ms. Terwilliger, with some reluctance. â€Å"Meet me at my place, and then we'll go out to Lone Rock Park.† I was about to lie back on my bed and froze. â€Å"Why do we have to go out to the middle of the desert?† Lone Rock Park was remote and rarely saw many tourists. I hadn't forgotten how terrifying it was the last time she'd brought me out into the wilderness. At least this time we'd be in daylight. â€Å"Well, we can hardly practice on school grounds,† she pointed out â€Å"True. . . .† â€Å"Bring your book, and the components you've been working on.† We disconnected, and I jotted out a quick text to Adrian: Need to be fast tomorrow. Meeting Ms. T at 12. His response wasn't entirely unexpected: Why? Adrian naturally needed to know everything that was going on in my life. I texted back that Ms. Terwilliger wanted to work on magical protection. This time, he did surprise me: Can I watch? Wanna know how she's protecting you. Wow, Adrian actually asked? He had a history of simply inviting himself along on outings. I hesitated, still confused after our heated moment at the sorority. He'd never mentioned it again, though, and his concern now touched me. I texted back that he could come along and was rewarded with a smiley face. I didn't entirely know what to wear to â€Å"magical training,† so I opted for comfortable layers the next morning. Adrian gave me a once-over when he got into Latte. â€Å"Casual mode, huh? Haven't seen that since the Wolfe days.† â€Å"I don't know what she has in mind,† I explained, doing a U-turn on his street. â€Å"Figured this was best.† â€Å"You could have worn your AYE shirt.† â€Å"Wouldn't want to get it dirty,† I said, grinning. That was partially true. I still thought the fiery heart he'd painted was exquisite. But each time I looked at the shirt, too many memories seized me. What had I been thinking? That was a question I'd asked myself a hundred times, and every answer I came up with sounded fake. My preferred theory was that I'd simply been caught up in how serious Adrian had been about his art, how the emotion and passion had seized hold of him. Girls liked artists just as much as bad boys, right? Even now, something stirred in my chest when I thought about the enraptured look on his face. I loved that he possessed something so powerful in him. But, as I told myself constantly, that was no excuse for climbing all over him and letting him kiss me – on my neck. I'd bought and downloaded the â€Å"bad boy† book online, but it had been completely useless in advising me. I finally decided the best way – if not the healthiest one – was to act like the moment had never happened. That didn't mean I forgot it. In fact, as I sat beside him in the car, I had a difficult time not thinking about how it had felt to be pressed up against him. Or how his fingers had felt entangled in my hair. Or how his lips had – Sydney! Stop. Think of something else. Conjugate Latin verbs. Recite the periodic table. None of those did any good. To Adrian's credit, he continued to withhold any commentary about that night. Finally, I found distraction in telling him about my trip to San Bernardino. Rehashing the conspiracy, rebel groups, and break-ins pretty much killed any passionate feelings I still had. Adrian didn't like the idea of Alchemists working with Warriors or of the tattoo controlling me. But he also didn't like me walking into danger. I tried to downplay the near impossibility of breaking into the St. Louis facility, but he clearly didn't believe me. Ms. Terwilliger texted me twice not to be late to our meeting. I kept an eye on my watch, but the care of a Mustang was not something I took lightly, and I had to take my time at the mechanic's shop to make sure the Mustang was in pristine condition. Adrian had wanted to go with basic tires, but I'd urged him to upgrade, convincing him the extra cost would be worth it. And once I inspected them, I congratulated myself on the choice. Only after I was satisfied the car hadn't been unnecessarily scratched did I finally allow him to pay. We drove both cars back to Vista Azul, and I was pleased to see my timing was perfect. We weren't late, but Ms. Terwilliger was waiting on her porch for us. We designated Adrian as our carpool driver. â€Å"Jeez,† I said when she hurriedly got in the car. â€Å"Do you have somewhere to be after this?† The smile she gave me was strained, and I couldn't help but notice how pale she looked. â€Å"No, but we do have a schedule to follow. I cast a large spell this morning that won't last forever. The countdown is on.† She wouldn't say any more until we reached the park, and that silence unnerved me. It gave me the opportunity to imagine all sorts of frightening outcomes. And although I trusted her, I suddenly felt relieved that Adrian was along as a chaperone. Although it wasn't the busiest place, Lone Rock Park still had the occasional hiker. Ms. Terwilliger – who was actually in hiking boots – set off across the rocky terrain, searching for a suitably remote space to do whatever it was she had in mind. A few stratified rock formations dotted the landscape, but I couldn't really appreciate their beauty. Mostly I was aware that we were out here when the sun was at its fiercest. Even if it was almost winter, we'd still be feeling the heat. I glanced over at Adrian as we walked and found him already looking at me. From his jacket pocket, he produced a bottle of sunscreen. â€Å"I knew you'd ask. I'm nearly as prepared as you are.† â€Å"Nearly,† I said. He'd done it again, anticipating my thoughts. For half a heartbeat, I pretended it was just the two of us out on a pleasant afternoon hike. It seemed like most of the time we spent together was on some urgent mission. How nice would it be to just hang out without the weight of the world on us? Ms. Terwilliger soon brought us back to our grim reality. â€Å"This should do,† she said, surveying the land around her. She had managed to find one of the most desolate areas in the park. I wouldn't have been surprised to see vultures circling overhead. â€Å"Did you bring what I asked for?† â€Å"Yes, ma'am.† I knelt on the ground and rifled through my bag. In it was the spell book, along with some herbal and liquid compounds I'd mixed up at her request. â€Å"Take out the fireball kindling,† she instructed. Adrian's eyes went wide. â€Å"Did you just say ‘fireball'? That's badass.† â€Å"You see fire all the time,† I reminded him. â€Å"From Moroi who can wield it.† â€Å"Yeah, but I've never seen a human do anything like that. I've never seen you do anything like that.† I wished he didn't look so awestruck because it kind of drove home the severity of what we were about to attempt. I would've felt better if he'd treated it like it was no big deal. But this spell? Yeah, it was kind of a big deal. I'd once performed another spell that involved throwing a painstakingly made amulet and reciting words that made it burst into flames. That one had a huge physical component, however. This spell was another of those mental ones and essentially involved summoning fire out of thin air. The kindling Ms. Terwilliger had referred to was a small drawstring bag filled with ashes made from burnt yew bark. She took the bag from me and examined its contents, murmuring in approval. â€Å"Yes, yes. Very nice. Excellent consistency. You burned it for exactly the right amount of time.† She handed the bag back. â€Å"Now, eventually you won't need this. That's what makes this spell so powerful. It can be performed very quickly, with very little preparation. But you have to practice first before you can reach that point.† I nodded along and tried to stay in student mode. So far, what she was saying was similar to what the book had described. If I thought of all this as a classroom exercise, it was much less daunting. Not really scary at all. Ms. Terwilliger tilted her head and looked past me. â€Å"Adrian? You might want to keep your distance. A considerable distance.† Okay. Maybe a little scary. He obeyed and backed up. Ms. Terwilliger apparently had no such fear for herself because she stayed only a few feet away from me. â€Å"Now then,† she said. â€Å"Apply the ashes, and hold out your hand.† I reached into the bag, touching the ashes with my thumb and forefinger. Then I lightly rubbed all my fingers together until my whole palm had a fine gray coating on it. I set the bag down and then held out my hand in front of me, palm up. I knew what came next but waited for her instruction. â€Å"Summon your magic to call the flame back from the ashes. No incantation, just your will.† Magic surged within me. Calling an element from the world reminded me a little of what the Moroi did, which felt strange. My attempt started off as a red glimmer, hovering in the air above my palm. Slowly, it grew and grew until it was about the size of a tennis ball. The high of magic filled me. I held my breath, scarcely able to believe what I had just done. The red flames writhed and swirled, and although I could feel their heat, they didn't burn me. Ms. Terwilliger gave a grunt that seemed to be equal parts amusement and surprise. â€Å"Remarkable. I forget sometimes what a natural you really are. It's only red, but something tells me, it won't take long before you can produce blue ones without the ashes. Calling elements out of the air is easier than trying to transform one substance into another.† I stared at the fireball, entranced, but soon found myself getting tired. The flames flickered, shrank, and then faded away altogether. â€Å"The sooner you get rid of it, the better,† she told me. â€Å"You'll just use up your own energy trying to sustain it. Best to throw it at your adversary and quickly summon another. Try again, and this time, throw it.† I called the fire once more and felt a small bit of satisfaction at seeing it take on more of an orange hue. I'd learned in my very first childhood chemistry lessons that the lighter a flame was, the hotter it burned. Getting to blue anytime soon still seemed like a long shot. And speaking of long shots . . . I threw the fireball. Or, well, I tried. My control of it faltered when I attempted to send it off toward a bare patch of ground. The fireball splintered apart, the flames disappearing into smoke that was carried off by the wind. â€Å"It's hard,† I said, knowing how lame that sounded. â€Å"Trying to hold it and throw it is just like an ordinary physical thing. I have to do that while still controlling the magic.† â€Å"Exactly.† Ms. Terwilliger seemed very pleased. â€Å"And that's where the practice comes in.† Fortunately, it didn't take too many attempts before I figured out how to make it all work together. Adrian cheered me on when I successfully managed to throw my first fireball, resulting in a beautiful shot that perfectly hit the rock I'd been aiming for. I flashed Ms. Terwilliger a triumphant look and waited for the next spell we'd be moving on to. To my surprise, she didn't seem nearly as impressed as I expected her to be. â€Å"Do it again,† she said. â€Å"But I've got it down,† I protested. â€Å"We should try something else. I was reading the other part of the book – â€Å" â€Å"You have no business doing that yet,† she scolded. â€Å"You think this is exhausting? You'd pass out attempting one of the more advanced spells. Now.† She pointed at the hard desert floor. â€Å"Again.† I wanted to tell her that it was impossible for me not to read ahead in a book. It was just how I operated with all my classes. Something told me now was not the best time to bring that up. She made me practice the throw over and over. Once she was convinced I had it down, she had me work on increasing the fire's heat. I finally managed to get up to yellow but could go no farther. Then I had to work on casting the spell without the ashes. Once I reached that milestone, it was back to practicing the throws. She picked various targets for me, and I hit them all effortlessly. â€Å"Just like Skee-Ball,† I muttered. â€Å"Easy and boring.† â€Å"Yes,† Ms. Terwilliger agreed. â€Å"It's easy hitting inanimate objects. But moving targets? Living targets? Not quite so easy. So, let's move on to that, shall we?† The fireball I'd been holding above my hand vanished as shock shattered my control. â€Å"What do you mean?† If she expected me to start aiming at birds or rodents, she was in for a rude awakening. There was no way I was going to incinerate something alive. â€Å"What am I supposed to hit?† Ms. Terwilliger pushed her glasses up her nose and backed up several feet. â€Å"Me.† I waited for the punch line or at least some further explanation, but none came. I glanced behind me at Adrian, hoping perhaps he might shed some light on this, but he looked as astounded as I felt. I turned back to the singed ground where my earlier fireballs had struck. â€Å"Ms. Terwilliger, you can't ask me to hit you.† Her lips twitched into a small half smile. â€Å"I assure you, I can. Go ahead, you can't hurt me.† I had to think a few moments for how to phrase my next response. â€Å"I'm a pretty good shot, ma'am. I can hit you.† This earned an outright laugh. â€Å"Hit, yes. Hurt, no. Go ahead and throw. Our time is running out.† I didn't know how much time had passed exactly, but the sun was definitely lower in the sky. I looked back at Adrian, silently asking for help in dealing with this insanity. His only response was a shrug. â€Å"You're a witness to this,† I told him. â€Å"You heard her tell me to do it.† He nodded. â€Å"You're totally blameless.† I took a deep breath and summoned my next fireball. I was so frazzled that it started off red, and I had to work to heat it up. Then I looked up at Ms. Terwilliger and braced myself for the shot. It was more difficult than I expected – and not just because I was worried about hurting her. Throwing something at the ground required almost no thought. The focus there was on aim and little else. But facing a person, seeing her eyes and the way her chest rose and fell while breathing . . . well, she was right. It was entirely different from hitting an inanimate object. I began to tremble, unsure if I could do it. â€Å"You're wasting time,† she warned. â€Å"You're sapping energy again. Throw.† The command in her voice jolted me to action. I threw. The fireball flew from my hand, straight at her – but it never made contact. I couldn't believe my eyes. About a foot in front of her, it hit some kind of invisible barrier, smashing apart into small flames, which quickly dissipated into smoke. My jaw dropped. â€Å"What is that?† I exclaimed. â€Å"A very, very powerful shielding spell,† she said, clearly enjoying my reaction. She lifted up a pendant that had been hanging under her shirt. It didn't look like anything special, just a piece of unpolished carnelian wrapped in silver wire. â€Å"It took incredible effort to make this . . . and requires more effort still in order to maintain it. The result is an invisible shield – as you can see – that's impervious to most physical and magical attacks.† Adrian was by my side in a flash. â€Å"Hang on. There's a spell that makes you invulnerable to everything, and you only now just thought to mention it? You've been going on this whole time about how Sydney's in danger! Why don't you just teach her this one? Then your sister can't touch her.† Although it didn't seem like Adrian was about to attack her as he had Marcus, he was almost just as upset. His face was flushed, his eyes hard. He had clenched his fists at his side, but I didn't even think he noticed. It was more of that primal instinct. Ms. Terwilliger remained strong in the face of his outrage. â€Å"If it were that simple, then believe me, I would. Unfortunately, there are a number of problems. One is that Sydney, prodigy that she is, is nowhere near strong enough to cast this. I'm hardly strong enough. The other problem is that it has an extremely short time frame, which is why I've been so adamant about a schedule. It only lasts six hours and requires so much effort that you can't just cast it and permanently keep it on you at all times. I'm already worn out and will be even more so once it fades. I won't be able to cast it – or hardly any other magic – for at least another day. That's why I need Sydney to be prepared at all times.† Neither Adrian nor I said anything right away. I'd taken note of her weary state when she got in the car but hadn't thought much more about it. As we'd continued to practice out here, I'd observed her sweating and looking more fatigued, but I'd written it off to the heat. Only now could I fully appreciate the extent of what she had done. â€Å"Why would you go to so much effort?† I asked. â€Å"To keep you alive,† she snapped. â€Å"Now, don't make this a waste. We've only got one more hour before it wears off, and you need to be able to aim at someone without thinking twice. You hesitate too much.† She was right. Even knowing that she was invulnerable, I still had a difficult time attacking her. Violence just wasn't something I embraced. I had to push down all my inner worries and treat it exactly like Skee-Ball. Aim, throw. Aim, throw. Don't think. Soon, I was able to fight past my anxieties and throw without hesitation. She even tried moving around a little, just to give me a better feel for what it'd be like with a real foe, but I didn't find it to be much of a challenge. She was simply too tired and unable to run around or dodge me. I actually started to feel bad for her. She looked like she was about ready to pass out, and I felt guilty sizing up my next shot and – â€Å"Ahh!† Fire arced from Ms. Terwilliger's fingertips just as I released my fireball. My shot went wide, the ball disintegrating before it got anywhere near her. The fire she'd released passed me, about a foot away. With a weary grin, she sank to her knees and exhaled. â€Å"Class dismissed,† she said. â€Å"What was that?† I asked. â€Å"I don't have a magic shield on me!† She didn't display my same concern. â€Å"It was nowhere near you. I made sure of that. It was simply to prove that no matter how ‘boring and easy' this seems, all bets are off when someone is actually attacking you. Now then. Adrian, would you be kind enough to bring me my bag? I have some dried dates in there that I think both Sydney and I would appreciate right about now.† She was right. I'd been so caught up in the lesson that I hadn't noticed how exhausted I had become. She was in worse shape, but the magic had definitely taken its toll on me. I'd never worked with amounts this big for so long, and my body felt weak and drained as the usual blood sugar drop occurred. I began to understand why she kept warning me away from the really difficult stuff. I practically inhaled the dried dates she'd brought for us, and although the sugar helped, I was desperate for more. Adrian gallantly helped us both walk back to the parking lot at the park's entrance, keeping one of us on each arm. â€Å"Too bad we're out in the middle of nowhere,† I grumbled, once we were all in Adrian's car. â€Å"I think you'd be amazed at how much I could eat right now. I'll probably faint before we're back to some civilization and restaurants.† â€Å"Actually,† said Adrian. â€Å"You might be in luck. I think I saw a place not far from here when we were driving in.† I hadn't noticed anything, but I'd been too preoccupied worrying about Ms. Terwilliger's upcoming lesson. Five minutes after we were back on the highway, I saw that Adrian was right about a restaurant. He exited onto a drab little road, pulling into the gravel parking lot of a small but freshly painted white building. I stared at the sign out front in disbelief. â€Å"Pies and Stuff?† â€Å"You wanted sugar,† Adrian reminded me. The Mustang kicked up dust and gravel, and I winced on behalf of the car. â€Å"And at least it's not Pies and Bait or anything like that.† â€Å"Yeah, but the ‘Stuff' part isn't exactly reassuring.† â€Å"I thought it was more the ‘Pie' part that had you upset.† Despite my misgivings, Pies and Stuff was actually a cute and clean little establishment. Polka-dot curtains hung in the windows, and the display case was filled with every pie imaginable as well as â€Å"stuff† like carrot cake and brownies. We were the only people under sixty in the whole place. We ordered our pie and sat down with it in a corner booth. I ordered peach, Adrian had French silk, and Ms. Terwilliger went with pecan. And of course, she and I had the waitress bring us coffee as soon as humanly possible since we'd had to abstain, painfully, for the magic. I took a sip and immediately felt better. Adrian ate his slice at a reasonable rate, like a normal person, but Ms. Terwilliger and I dug in as though we hadn't eaten in a month. Conversation was irrelevant. Only pie mattered. Adrian regarded us both with delight and didn't try to interrupt until we'd practically licked the plates clean. He nodded toward mine. â€Å"Another piece?† â€Å"I'll take more coffee.† I eyed the sparkling plate and couldn't help but notice that inner voice that used to nag me about calories was quiet these days. In fact, it didn't seem to be around anymore at all. I'd been so angry about Adrian's food â€Å"intervention,† but his words had ended up having a bigger impact than I'd expected. Not that it had anything to do with him personally, of course. Lightening up my dieting restrictions was just a reasonable idea. That was it. â€Å"I feel pretty good now.† â€Å"I'll get you another cup,† he told me. When he returned, he even had a mug for Ms. Terwilliger. â€Å"Figured you'd want one too.† She smiled in appreciation. â€Å"Thank you. You're very astute.† As she drank, I couldn't help but notice she still looked tired, despite the fact that we'd just replenished with sugar. She no longer seemed in danger of passing out, but it was obvious she hadn't recovered as quickly as I had. â€Å"Are you sure you're okay?† I asked her. â€Å"Don't worry, I'll be fine.† She sipped more coffee, her face lost in thought. â€Å"It's been years since I performed the shield spell. I forgot how much it takes out of me.† I was again struck by all the trouble she'd gone through for me. Ever since she'd identified me as a potential magic user, I'd done nothing but resist her and even be antagonistic. â€Å"Thanks,† I told her. â€Å"For everything . . . I wish there was a way I could make it up to you.† She set her cup down and stirred in more sugar. â€Å"I'm happy to do it. There's no need to reciprocate. Although . . . once this is all over, I'd like very much if you'd meet my coven. I'm not asking you to join,† she added quickly. â€Å"Just to talk. I think you'd find the Stelle very interesting.† â€Å"Stelle,† I repeated. She'd never called them by name before. â€Å"The stars.† Ms. Terwilliger nodded. â€Å"Yes. Our origins are Italian, though as you've seen already the magic we use comes from a number of cultures.† I was at a loss for words. She'd gone to so much trouble for me . . . surely it wasn't a big deal just to talk to the other witches, right? But if it was such a small thing, then why was I terrified? The answer came to me a few moments later. Talking to others, seeing the larger organization, would kick my involvement with magic up to the next level. It had taken me a long time to come around to the magic I already used. I'd overcome many of my fears, but some part of me treated it as just some sideline activity. Like a hobby. Meeting other witches would change everything. I would have to accept that I was part of something so much bigger than just the occasional dabbling. Meeting a coven seemed official. And I didn't know if I was ready to be considered a witch. â€Å"I'll think about it,† I said at last. I wished I could give her more, but my protective instincts had seized me â€Å"I'll take what I can get,† she said with a small smile. Her phone chimed, and she glanced down. â€Å"Speaking of the Stelle, I need to talk to one of my sisters. I'll meet you at the car.† She finished her coffee and headed outside. Adrian and I followed a few minutes later. I was still troubled about the coven and caught hold of his sleeve to keep him back. I spoke softly. â€Å"Adrian, when did I reach this point? Trying to crack open the Alchemists and practicing magic in the desert?† Last summer, when I'd been with Rose in Russia, I couldn't even tolerate the idea of sleeping in the same room with her. I'd had too many Alchemist mantras running through my mind, warning me of vampire evils. And now, here I was, in league with vampires and questioning the Alchemists. That girl in Russia had nothing in common with the one in Palm Springs. No, I'm still the same person at heart. I had to be . . . because if I wasn't, then who was I? Adrian smiled at me sympathetically. â€Å"I think it's been a culmination of things. Your curious nature. Your need to do the right thing. It's all led you to this point. I know the Alchemists have taught you to think a certain way, but what you're doing now – it's not wrong.† I raked my hand through my hair. â€Å"And yet, despite all of that, I can't bring myself to have one tiny conversation with Ms. Terwilliger's coven.† â€Å"You have boundaries.† He gently smoothed one of my wayward locks. â€Å"Nothing wrong with that.† â€Å"Marcus would say it's the tattoo holding me back.† Adrian dropped his hand. â€Å"Marcus says a lot of things.† â€Å"I don't think Marcus is trying to deceive me. He believes in his cause, and I'm still worried about mind control . . . but honestly, it's hard to believe I'm being held back when I'm out here doing stuff like this.† I gestured outside, to where Ms. Terwilliger was. â€Å"Alchemist dogma says this magic is unnatural and wrong.† Adrian's smile returned. â€Å"If it makes you feel better, you actually looked natural out there – back in the park.† â€Å"Doing . . . what? Throwing fireballs?† I shook my head. â€Å"There's nothing natural about that.† â€Å"You wouldn't think so, but . . . well. You were . . . amazing, throwing that fire like some kind of ancient warrior goddess.† Annoyed, I turned away. â€Å"Stop making fun of me.† He caught my arm and pulled me back toward him. â€Å"I am absolutely serious.† I swallowed, speechless for a moment. All I was aware of was how close we were, that he was holding me to him with only a few inches between us. Almost as close as at the sorority. â€Å"I'm not a warrior or a goddess,† I managed at last. Adrian leaned closer. â€Å"As far as I'm concerned, you're both.† I knew that look in his eyes. I knew because I'd seen it before. I expected him to kiss me, but instead, he ran his finger along the side of my neck. â€Å"There it is, huh? Badge of honor.† It took me a moment to realize he was talking about the hickey It had faded but wasn't entirely gone. I pulled away. â€Å"It is not! It was a mistake. You were out of line doing that to me.† His eyebrows rose. â€Å"Sage, I distinctly remember every part of that night. You didn't seem that unwilling. You were practically on top of me.† â€Å"I don't really remember the details,† I lied. He moved his hand from my neck and rested a fingertip on my lips. â€Å"But I'll stick to just kissing these if it makes you feel better. No mark.† He started to lean toward me, and I jerked away. â€Å"You will not! It's wrong.† â€Å"What, kissing you, or kissing you in Pies and Stuff?† I glanced around, suddenly aware that we were creating a dinner show for the senior citizens, even if they couldn't hear us. I backed up. â€Å"Both,† I said, feeling my cheeks burn. â€Å"If you're going to attempt something inappropriate – something you said you wouldn't do anymore – then you could at least pick a better place.† He laughed softly, and the look in his eyes confused me further. â€Å"Okay† he said. â€Å"The next time I kiss you, I promise it'll be in a more romantic place.† â€Å"I – what? No! You shouldn't try at all!† I began moving toward the door, and he fell in step with me. â€Å"What happened to loving me from a distance? What happened to not, um, bringing up any of this stuff?† For someone who was allegedly just going to watch from afar, he wasn't doing a very good job. And I was doing an even worse job of being indifferent. He moved in front of the door and blocked my way. â€Å"I said I wouldn't – if you don't want me to. But you're kind of giving me mixed signals, Sage.† â€Å"I am not,† I said, amazed that I could even say that with a straight face. Even I didn't believe it. â€Å"You're presumptuous and arrogant and a whole lot of other things if you think I've changed my mind.† â€Å"You see, that's just it.† There he was again, moving into my space. â€Å"I think you like the ‘other things.'† I shook off my daze and pulled away. â€Å"I like humans.† Another Alchemist lesson came to mind. They look like us, but don't be deceived. The Moroi don't display the malice of the Strigoi, but creatures who drink blood and manipulate nature have no place in our world. Work with them only as you must. We are not the same. Keep your distance as much as possible. It's for the good of your soul. Adrian didn't look like he believed this either, but he stepped away and headed outside. I followed a few moments later, thinking I'd played with fire more than once today.

Effective Leadership in a Hair Salon Essay

Abstract An effective leader has the power to improve the success in an organization. This paper will demonstrate the characteristics and behaviors of Tava Jackson as an effective leader in managing her hair salon. It will discuss her personal power, political skills, and decision making style. The four dimensions of transitional leadership behavior will be the main focus of Mrs. Jackson’s leadership performance in the workplace. Critical thinking steps developed by Browne &Keeley (2010) and theories explained by Colquitt, Lepine, and Wesson (2013) will support how Mrs. Jackson is an effective leader and her impact on me in the salon. Introduction Colquitt et al. (2013) defines leadership as, â€Å"the use of power and influence to direct the activities of followers toward goal achievement† (p. 450). Tava Jackson upholds suitable skills in her salon, empowering her employees to achieve their goals. This paper will discuss her ethical leadership qualities, supported by scholarly articles, and explain how it has impacted me as her employee. I will demonstrate her abilities by explaining the following: How her personal power influences the behavior of her employees?; the political skills in networking ability and social astuteness to increase her understanding of employees; and her consultative style in leader decision- making allowing the organization to work as a team. Idealized influence, inspirational motivation, intellectual stimulation, and individualized considerations are the four dimensions of transitional leadership behavior that will emphasis her effective leadership skills. I will analyze the reasons, assumptio ns, logical agreements free from fallacies, verifiable evidence, causes, significant information omitted, and reasonable conclusions. The finalizing will be of Mrs. Jackson personal  reflection as a leader. Context Tava Jackson, owner of Hairtopia Salon, as owned her salon for over five years. Her business constantly grows because of the characteristics and behaviors she maintains in the workplace. Over ten years ago, she received a license to teach individuals the art of hair. Within her salon, Mrs. Jackson not only hires individuals to work, but provides them with the knowledge to be better in the cosmetic business. She has taken specific classes to enhance hair abilities, maintaining awards in outstanding achievement by John Amico and advanced cut and color by TONI &GUT TIGI. I have worked with her since sixteen years of age, and she has continuously impacted me through her influential abilities, determination to achieve in the workplace, interaction with client and employees, and capabilities of making rational decisions. I would like to own my salon in the future, and she has impacted me has a leader to follow certain strategies and techniques with the abilities I obtain to achieve that go al. She is an effective leader who inspires individuals through her job performance and work ethic. Theoretical Framework Yunus and Anuar (2012) state that, â€Å"transformational leadership empowers others to become open-minded, independent individuals capable of exercising leadership† (p. 651). Transformational leaders are effective leaders in a salon, with the accumulation of personal power, political skills, and consultative style of leadership decision making. Power can come from the management position an individual has in a salon. It can give the person the capability to award or discipline others. Colquitt et al. (2013) mentions, â€Å"expert power derives from a person’s expertise, skill, or knowledge on which others depend† (p.421). Individuals with power have a talent or skills that others don’t possess, attracting others who want to retain that skill. Salon managers hold high positions based on their extraordinary performance, problem solving skills, and understanding of the tasks needed to accomplish the jobs mission. Political skills is the aptitude to efficiently understanding others at work, and using that understanding to influence others in ways that increase personal and/or organizational objectives (Colquitt et al., 2013, p.427). Networking ability and social astuteness are  two parts in political skills. Moss and Barbuto (2010) explain network ability to be the strongest display of a successful leader (p.156). Network ability shows the impressive valuation of job performance. A personal skill that permits an individual to understand and respond effectively to the work condition is social astuteness. Moss and Barbuto (2010) discussed social astuteness as â€Å"the ability to understand men and women, boy and girls- to act wisely in human relations† (p. 159). When a leader discussed a problem with employees, taking in opinions and suggestions before finalizing a decision in the work place is consultative decision- making (Colquitt et al., 2013, p.427). A salon manager essentially needs to make ethical decisions as a leader. Their decisions can have a particular influential consequence, since it involves numerous business deals and interactions with so many people (Woiceshyn, 2011, p.311). Transformational leadership is defined as â€Å"the capability of the leaders who influence changes in visions, strategies, and cultures of an organization† (Sookaneknun and Ussahawanitchakit, 2012, p. 79). Idealized influence, inspirational motivation, intellectual stimulation, and individualized considerations are the four dimensions of transitional leadership behavior. Idealized influence is when a leader can deliver their ideas to their employees and be an influential role model for the employee. Inspiring and motivating employees to visualize what they will receive from accomplishing the business goals is inspirational motivation. Intellectual stimulation is the skill a leader obtains to develop the employees capabilities. Showing care and importance to the employee allows them to feel valued in the business is individual consideration. Transitional leadership is seen as an additional motivational method to leadership than other management methods (Colquitt et al., 2013, p.462). Framework: ————————-> Application and Analysis What makes Tava Jackson an effective leader in her hair salon? How has her leadership impacted me personally in the salon? Colquitt et al. (2013)  explained leadership effectiveness as, â€Å"the degree to which the leader’s actions result in the achievement of the units goals, the continued commitment of the unit’s employees, and the development of mutual trust, respect, and obligation in leader–member dyads† (p. 452). The main concepts that are defined are that leaders use power and influence. Her inimitable qualities that make her an effective leader are the power and influence she maintains in the workplace. Mrs. Jackson’s personal power influences the behavior of her employees by ensuring that they are skilled in the field and updated with new techniques of the season. Her awards received from her work performance by John Amico and large clientele influences her employees to want the same knowledge and expertise skills to increase their clien tele. Mrs. Jackson takes time to understand what each employee is talented at, influencing them to expand that talent by networking. Moss and Barbuto (2010) stated how networking can bring promotion and increased salary impacting leadership performance (p. 160). The ability she possess to socially astute her employees displays her capability to understand her each individual. Every employee in the salon is affect from decisions made by Mrs. Jackson. She cares about the opinions her employees have, so when decisions need to be made she listens to their suggestions. Her consultative style in leader decision- making expressions her ethical understanding to make employees feel heard in the workplace. Mrs. Jackson empathy toward her employees my cause them to trust and respect her more. â€Å"Transformational leadership is a type of leader that can promote organizational innovation capability† described by Sookaneknun and Ussahawanitchakit (2012, p. 79). Mrs. Jackson is an idealized influence when she plans meetings to inform staff on ways to increase profit with her various ideas. She lays out a vision that ins pires other to be part of the project. When she goes to different classes, to stay updated in the cosmetic field, it is motivational and inspires others to follow her tactics. Mrs. Jackson intellectually stimulates her employees by taking them to hair shows like, Bonner Brother, Nirobi, and Dudley, to let them see skills outside of the workplace that will inspire them to try new techniques. This brings out talent that individuals may not have known they obtained. Skills are developed from Mrs. Jackson’s effort to open minds to innovative things. She cares about her employees by individually considering their needs to advance and improve in  the field, by personal training when they feel they need more understanding. Conclusions and Reflections Tava Jackson is a transitional leader that has impacted me personally I have been through about four salons. I started out at Hairtopia Salon, but while in college I had to relocate. I have seen poor leadership in managers, not being considerate or willing to provide professional knowledge to improve their employees in the workplace. She personally impacted me through her influential abilities. I am not sure how she continues the have these skills, and what she went through to gain the skills she obtains. Mrs. Jackson acquires numerous abilities from research found, explaining her growth and the growth of her employees. In the ethical decision- making assessment I scored a 41/50 showing I possess good skills in ethical decision-making. This research shows that there are multiple qualities that can be obtain to be an effective leader in a hair salon. My manager’s effective leadership behaviors and characteristics opened my mind to other capabilities I will need for future skill in managing my own salon. References Browne, M.N., & Keeley, S.M. (2012). Asking the right questions: A guide to critical thinking. (10th ed.). Boston: Pearson Colquitt, J.A., Lepine, J.A., & Wesson, M.J. (2013). Organizational behavior: improving performance and commitment in the workplace (3rd ed.). New York, NY: Mc-Graw- Hill Irwin. Moss, J.A., & Barbuto Jr., J.E. (2010). Testing the relationship between interpersonal political skills, altruism, leadership success and effectiveness: A multilevel model. Journal of Behavior &Applied Management, 11(2), 155-174. Sookaneknun, S., & Ussahawanitchakit, P. (2012). Transitional leadership, organizational innovation capability, and firm performance of cosmetic business in Thailand. Journal of International Business & Economics. 124), 77-91 Woiceshyn, J. (2011). A model for ethical decision making in business: Reasoning, intuition, and rational moral principle. Journal of Business Ethics, 104(311-323). Doi:1007/s10551-011-0910-1 Yunus, N. J., & Anuar, S. (2012). Trust as moderating effect between emotional intelligence and transformational leadership styles. Interdisciplinary Journal of Contemporary Research in Business, 3(10), 650-663

Approaches and methods in language teaching Assignment

Approaches and methods in language teaching - Assignment Example It should not contain any contradicts within the material to be used. We know that an approach is unquestionable but a method is technical in its application. There can be different methods within one approach. As described by Anthony’s model (1963) an approach illustrates all the assumptions and beliefs related with language and language learning in a broader manner however, a method is a way through which one can implement the theory in a practical framework. A method also defines the methods to be used, skills to be taught, content to be analyzed and more specifically, the order in which the content should be presented. The Grammar-Translation Method : This technique was established in the 18th century. The main aim behind the development of this method was to infuse modern ways of teaching languages to school children. The method was an adoption of the techniques used by the individual learners who were studying classical languages like Greek and Latin. The method revolves around the understanding of the grammar and translating the original contents into learner’s native language. This method enabled the teachers to develop a better understanding of grammar techniques and the rules applied. This technique also differs from communicative language teaching (CLT). The main focus of the Grammar-Translation Method is to translate the words and difficult phrases for the ease of the students into their language from the language they intended to learn. The Direct Method: The Direct Method was coined in the early 20th century. It was formulated to eliminate the problems related with Grammar-Translation. The Direct Method involved the direct learning of the lessons in the target language. This method had a significant value in the learning of the target language as the form of language used for giving instructions to the students. This method is also considered viable and important in the learning programs till today. This method developed in 1920s has transformed into a more advanced method which is now known as Situational Learning Teaching. Audiolingulaism: Audiolingulaism was underpinned during 1950s and 1960s. It was formulated during the times when it was thought that learning a new language is comparable to learning new habits. Learners were emphasized on the need to learn the grammar of the new language. The main emphasize was not laid on the language rules to be followed but to respond to the situation. The students were asked to produce sentences for that particular situation. Teachers focused the students on speaking and listening of the language as compare to reading and writing. It was thought that speaking and listening are the fundamental pillars in learning a new language. Drill was the most common characteristic of an audiolingual class. It was the kind of activity in which the teacher used different prompts for the students to produce a sentence by using the proper grammatical structure. For example; Teacher : ( holding up a picture of a post office) Where’s Mary going ?, Learner : She’s going to the post office. However, today the value of drills is considered limited as such methods are found less useful for the speakers to interact with other people naturally. Presentation-Practice-Production or PPP : In this technique, a teacher creates the understanding of the new language either by playing a recorded dialogue or making the learner to read a written text. The learners are then required to

Convincing readers to adopt a piece of technology thats new to them Essay

Convincing readers to adopt a piece of technology thats new to them - Essay Example Twenty years ago it would sound strange if you could see the party of your telephone call. It is today more than usual, and video calls can be made from any place in the world via an ordinary smart phone provided that it has a web-camera. There are many software products on offer to make video calls, but the most convenient and widely used one is called Skype. Today it has become a usual means of connection, and this is a result of development history which started in 2003 and goes on till the present time. The reason for using this technology is obvious – it is very simple to use and provides a wide range of functions. Its interface is intuitively simple and user friendly, and no matter whether the user is a schoolboy of 7 years or an older person aged 60 – both can use this software product without deep functions observing and long training. The icons are very similar to those of the mobile phone, the sounds are informative and accompany user’s actions, and the list of contacts has become more covnenient and provides now better access to them. Moreover, this is a free program and the user must pay money only if he wants to call mobile and office phone numbers. This feature is very useful in such situations when there is no internet access except mobile internet, and the program runs excellent even in such conditions. Another reason is the possibility to arrange a video conference with many users which is very convenient when, for example, members of one family li ve in different cities and even countries. This is particularly beneficial when using this software product for business purpose: a visual contact may be necessary to feel the interlocutor and to trust his words, whereas it is reported now that conditional telephone communication, providing only audio contact, promotes the party’s feeling no responsibility for the words said. There is also such a useful feature as showing the user status, and when some user is offline, you can leave

How the technology affects our life Essay Example | Topics and Well Written Essays - 1250 words

How the technology affects our life - Essay Example dents, it was later expanded to include anyone in the world (Lauria 1).This network has revolutionized the way people interact online, making access to any of the Facebook users easily available to those who wish to interact with them. Facebook has become a useful tool through which people not only interact, but also conduct business. This network is relatively easy to use, and it is for this reason that it has more users than any other social networking site online. However, it has proven to be a little hard to use especially for the older generation, most of whom prefer maintaining their privacy, unlike the younger people. From its beginnings, Facebook has been considered a tool through which friends can interact with each other. People post pictures of themselves in this place, and their friends can send private or public messages to each other, and most of all, they can get news about what is happening in the world. Just like email, this social network has made communication between people in different parts of the world easier. In fact, it can be considered a much more effective means of communications between friends than email. While in the beginning Facebook was only meant for interactions between friends, this network has grown to become a place where people meet others from different countries and cultures (Daly). Therefore, it can be said that this network has made the world an even smaller place. It has created a forum through which people from different cultures are able to share their views and make friends with those people who they have only met online. Facebook is one of the most easily accessible websites on the internet today; it can be accessed not only from computers, but also from any device that can access the internet. This has ensured that the majority of its users are always available at whatever time they are needed. The easy accessibility of this network has also enabled people to conduct business through it. Facebook allows for

Case study of Union carbide and Bhopal Essay Example | Topics and Well Written Essays - 750 words

Case study of Union carbide and Bhopal - Essay Example Most Americans considering its controversial nature overwhelmingly waited for the verdict on Martha Stewart’s case on 27th, December 2001.However, the question on whether Stewart committed the crime is open to question. Martha Stewart was found at fault for selling her ImClone shares. The US attorneys accused her of obstructing fairness and that she was deceitful to investigators. According to attorneys, Stewart was blameworthy of insider trading. I strongly do not accept as true that Stewart committed an insider trading crime given that she acted on her stockbroker’s knowledge. Sam Waksal, the ImClone CEO did not either clue-up Stewart or her stock brokers the defiance of Food and Drug Administration (FDA) to appraise the untried cancer drug, Erbitux. Fascinatingly, Sam, on selling his shares, was just speculating on the decision that could be taken by FAD. He did not have the packed information and for that, could not reveal any to Stewart. Decisively, Martha did not commit insider-trading crime (Drew 707-708). Tight spot is whether the US Attorneys and the Securities and Exchange Commission (SEC) used good decision in indicting Martha Stewart. Stewart, having been advised by Bacanovic who was her stockbroker to sell her shares if ImClon shares fall below $60 saved $ 45,673. Banacovic complained that his worksheet had been altered but was considered malice. Although, SEC filed a civil complaint against Stewart, the resolution arrived at in indicting her is doubtful. The issue was supposed to be inside trading but was twisted to conspiracy, obstruction and lying to the investigators. Martha overtly denied accusations against inside trading. Though she got a call that Sam was selling her shares and went ahead to sell her shares too before calling Sam, she was not a victim of inside trade. She just relied on her friend’s trustworthiness. Prosecutors must have had additional motive for pursuing the case. Instead of filling a suit of inside tr ade against Stewart, which was supposed to be a criminal case, the issue of inside trade was left and the suit was certainly turned to a civil case. The prosecutor must have had a motive of proving a point to the public that even celebrities cannot escape the rule of law. There was no enough evidence to rule the case. The government simply wanted to show that it was strict on business crime (Drew 708-710). I certainly do not concur with the jury that Martha was guilty beyond reasonable doubt. How even in a nonprofessional’s language, can failure to provide evidence by an individual’s guilt be termed as obstruction of justice? Surprisingly, no one stood on the courtroom as a casualty of Stewart’s action. The fact that Stewart kept mum was not enough to declare her guilty. Stewart postulates that she acted upon receiving information that Sam was selling his stock. The information that she got was from a competent individual whom she solely depended on for guidance when it comes to stock matters. Upon hearing the information, she decided to sell her stock. Like any other individual, she could have not waited any further but to save her money before loss. In addition, Sam although he was the CEO of ImClone, did not receive any information from the Food and Drug Administration that their drug was going to be rejected. He further did not leak any information to Stewart that could make her gain inside knowledge about the

Job eveluation Research Paper Example | Topics and Well Written Essays - 2250 words

Job eveluation - Research Paper Example Jointly, job evaluation, and job pricing determine what every job ought to pay. This guarantees that the pay is fair in two manners: internally, so that occupations that are moderately of larger value to the firm are paid more as compared to those of minimal value; and externally, So that rates rewarded to jobs in the firm are competitive with those remunerated by other organizations in the labor market for equivalent work. Job assessment establishes the comparative worth of a job with a different job or several others. It does not place pay rates that are the function of job pricing; relatively, it contrasts jobs with each other or gauges them against an average for instance, an Executive Secretary compared to a Stenographer, the Secretary is at a higher rank than the Stenographer. This sort of information is of importance to the firm since it acts as the basis for many elements in the program of human resource. ... on offers the organization a system for allocating rates of wage to lately generated occupations compliant with their contribution to the organization (Kay, 2005). A novel occupation, for example, an E-mail Order Clerk, can be assessed and put in the apposite grade. This makes certain that the E-mail Clerk Order employed by the organization will be compensated in a just manner according to other occupations in the firm since the job has been put in a grade with other positions of equivalent value. Through a program, that is formal of job assessment the organization can give a sound foundation for the rates rewarded to staff members who are shifted, relegated, or raised from one occupation to another (Hessaramiri and Hleiner, 2001). Since job evaluation provides us with comparative worth of every position, we recognize that when a staff member transfers from a Stenographer to an Executive Secretary, this is a raise to an occupation of imperatively elevated value to the organization an d therefore, worthy of an increased pay rate. In conclusion, job evaluation is the strengthening for an effectual program of personnel performance assessment (Lipman, 2001). If there is no structure that sets occupations in the appropriate grades comparative to each other, there is bigger probability that base rates will be erroneous, and whichever attempt to relate performance with compensation will be prevented. Job Evaluation There are four essential techniques that are made use of to assess the comparative worth of occupations to the organization: ranking, factor comparison, classification, and point method. All of these techniques encompass their pros and cons and is better matched to specific forms of firm than others (Van, Voskuijl & Thierry, 2001). Therefore, cautious choice of the

What has been learned about the effectiveness, and limitations, of Essay

What has been learned about the effectiveness, and limitations, of parent training programmes for helping children with externalizing behavior problems What needs to be learned - Essay Example ith this behavioral problem with ample knowledge gained through three categories of Incredible Years Parent Training Programmes: (i)Babies and toddlers (0-3 years); BASIC Early Childhood (3-6 years) and ADVANCE (4-12 years) (Incredible Years, 2009). The goals of these programmes are to treat children aggressive behavior and ADHD and to build a robust parent-child interaction that would help in raising children that would be socially competent, emotionally strong and enjoy mental alacrity (Incredible Years, 2009). While there have been some improvements in the social behaviors of children in countries where Webster-Stratton Model has been applied, but it had also been discovered that not all of these programmes have been successful or effective: they face some unavoidable limitations due to the process of implementation that worth investigating and proposing better approaches that would be able to withstand both the internalizing and externalizing problems in children. There are some observable indications that the idea of parent training programmes for helping children with externalizing behaviour problems has been effective: surveys of trial or randomized group control evaluations indicate that there has been improvement in the way parents discipline their children, shunning harsh discipline or spanking that could have made grow into unruly adolescents (Incredible Years, 2009). This action has encouraged children to look up to their parents as problem-solvers, and by engaging them in fruitful communication, instead of resulting to violent outburst. Over the period of the training, the parents’ attitude to interaction with their children has improved, with parents using more positive words or praises to supply the needed encouragement for their children to act well in the society. Webster-Stratton and Hammond (1990) recognized that researchers have previously discovered that the state of parental mental health largely contributes to how th eir children’s social

The Co-Operative Bank IMC Essay Example for Free

The Co-Operative Bank IMC Essay 1.1 The Co-Operative Bank – An Introduction The Co-Operative Bank is New Zealand based and as of 2011, a fully registered bank (New Zealand Herald, 2011). It had a market share of 0.6 to 0.7% when it launched as a Bank and has 128,000 members as of 2014 (KPMG, 2013) The bank’s mission statement or principle activity is to â€Å"provide financial and investment services to its shareholders†, its shareholders being its customers who are all â€Å"owners† of the bank (StopPress, 2014). The owners receive yearly dividends from the bank depending on an algorithm that  calculates the value of their association with the bank (The Co-Operative Bank, 2013). 1.2 PESTE Analysis Political â€Å"fair play on fees† class action will have effect on how banks are perceived and could have effect on how banks can charge fees to its customers. Some banks are being sued but CO-Operative is not subject to the class action. 1.2.1 Economic -Changes in the credit rating of the bank could have an effect on how customers perceive the quality of the bank. Currently the co-operative bank has a rating of BBB- (The Co-Operative Bank, 2013). As this is one of the lowest in New Zealand this will have an effect on how the bank is perceived. 1.2.2 Socio-Cultural Also as there is more importance placed on achieving a tertiary education in New Zealand, the banking sector has a larger market segment of tertiary students. Due to the effects of the 2008 recession and the 99% movement people are increasingly sceptical of banks. Banks must adjust to this factor in order to detract and negative effects. 1.2.3 Technological All major banks in New Zealand have internet banking and mobile apps where customers are able to do their banking. As technology is always changing it is important that banks are continuing to update and make changes to their digital platforms to continue to be competitive in the market. 1.2.4 Environment -Environmental factors do not have a massive impact over the Co-Operative bank however climate change have some effect on the success of New Zealand businesses abilities to save and service loans. Particularly as New Zealand is an agricultural based society and climate change disrupts farming processes. 2 Competitor Analysis In the tertiary banking sector there are 5 main players that the Bank must  compete with. Each has their own drawcard however the reality is the base package each bank offers is very similar and in terms of costs, the banks offer students free or relatively free banking See Appendix 1. On top of this each bank differentiates itself by offering extra services that are enticing to the student lifestyle. 2.1 ASB ASB, as well as a relatively free base package, offers students free fries at McDonalds every time they use their card. This â€Å"gimmick† is attractive to students as it means banking with ASB guarantees them food should they run out of money. They also offer students a large overdraft and a txt when funds are running low. 2.2 ANZ ANZ’s tertiary package is perhaps the least â€Å"gimmicky† of the big banks. They offer accessible branches and ATM’s on campus as they are aware a student is often time poor. 2.3 BNZ  BNZ’s YouMoney is known to be extremely innovative and in tune with a tertiary audience’s preference for good, simple web design. Their point of difference is an industry leading web application that makes handling finances, something that student have great difficulty doing, every simple. 2.4 Westpac WestPac’s Student Pac, historically, has used gimmicks such as a free $25 upon sign up and a free pizza to engage the tertiary audience to bank with them. In the long term they also offer a â€Å"save and win† scheme that entices students to bank with them to win money on the money they choose to save. 2.5 Kiwibank Kiwibank has perhaps the most comprehensive banking package. Their extra services include software to help manage your money, no commission currency conversion, free use of ANZ ATMs on campus and free txt banking. This shows they are very much in tune with the requirements of being a student in New Zealand which supports Kiwibank’s main draw card of the bank being a New Zealand owned bank. 2.6 Co-Operative Bank The Co-Operative Banks student package is by contrast the least  comprehensive. They offer a top interest rate of 5% however their main drawcard, even for students, is still the fact that they are not just New Zealand owned like Kiwibank but owned by the New Zealanders that bank with them. 3 Growth and Maturity of the Industry New Zealand banks have enjoyed strong growth in lending since the 2008 global downturn. Profits however, are down due to â€Å"increasing regulatory pressures and strong competition in the lending market† (KPMG, 2013). 4 Operational Revenue and Profitability At the end of 2013 financial year, the bank recorded profits before rebate at $8m (The Co-Operative Bank, 2013). $1m of this was distributed to customers. As at 31st December 2013 operating revenue reached $4.3m (The Co-Operative Bank, 2013). 5 Strategic Goals The Co-Operative Bank has an overall strategic focus on â€Å"achieving long-term profitable growth, based on co-operative principles (The Co-Operative Bank, 2013). 6 Target Marketing The Co-Operative Bank targets those in the tertiary segment who are motivated by â€Å"good values†. These students, generally 18-25, will be those who are wary of the other big banks and the values they stand for. They will consist of students who are above the other banks â€Å"gimmicks† and would rather see their money buying some â€Å"goodness† rather than get free fries, for example, from a controversial multinational. They will have a solid â€Å"student† lifestyle with a low income, low outgoings and will generally not have any dependants. 7 Market Positioning The Co-Operative Bank occupies a distinctive position in the market. While its competitors try to outdo each other with clever marketing and competitive rates they are, compared to other industries, barely distinguishable from each other. As shown in Figure 1, the Co-operative Bank occupies a position that is relatively separated from its competitors in terms of perceived cost and on a values based analysis. Figure 1 Positioning of New Zealand Banks This position clearly demonstrates to their target audience that they are set apart from their competitors as an alternative to banking in system where banks are driven by profits for their (often overseas) investors rather than by the values of and profits for their New Zealand owners/customers. Section 2 8 Communication Strategy Since the bank’s rebrand in 2012 the bank has focused its communications on improving low awareness. It is spearheaded by the message â€Å"driven by your prosperity, not our profit†; this focus will help the bank achieve its goal to double its customers within 5 years (StopPress, 2014). The key message the bank wants to convey to its target audience is that it is a values-driven bank that plays fair in a banking landscape that is thought of as the opposite. They use a brand image strategy to convey that although they are able to take calculated risks for the benefit of their customer-owners, they want their audience to know they want their activities to be transparent and â€Å"above the line†. The main symbol used by the bank is the infinity sign that consists of the 2 O’s in Co-Operative Bank, known as the â€Å"prosperity loop†- See figure 2. The loop is conveniently extracted from the banks name and symbolises its goal of creating prosperity, not profit, between the bank and its customer-owners with the benefits flowing between the two entities. This symbol associates potential customers with the brand and its objectives of â€Å"being about mutual benefit and true sustainability. (The Co-Operative Bank, 2014, p. 2) Figure 2- The Prosperity Loop The loop is replicated though all forms of media advertising further insisting to its customers an ongoing sense of mutuality and support. In print media, the loop headline type treatment overlays both the heads of customers or their children and links them to the bank’s message, connecting a potential customer’s emotion to the advertisement. The loop could so be seen to symbolise a thought bubble, further personifying the banks message. See figure 3 Figure 3- Print Advertisement This advertisement takes queues from thought leadership marketing as it shows a young, seemingly wealthy man thinking positively about the banks differentiation strategy. As this man represents a lifestyle students aspire to participate in and the target market can now link him to the Co-Operative bank. In theory, students will be more likely to think positively about, and possibly join the bank. This links back to the banks goal of doubling its customer base in five years and helps the bank on their way to achieve it. Another brand association used is the companies colour palette. The palette is distinctively fresh and focuses on a bright green colour – see figure 4. This associates the brand with being fresh and distinctive as well as with growth. Green is prolific throughout the brands communications and is often shown in a natural context. This is important to the brands image as it reflects on New Zealanders emotions as a â€Å"clean, green† nation and may help the target market to associate with the bank as an extension of their patriotism. Also the mix of the colour green as a symbol of natural growth and money is a reflection of the bank’s views on sustainable banking. Further, it associates this idea to the Co-Operative Bank’s brand and reinforces to tertiary students that their principles will bring â€Å"growth† to their â€Å"money† in a sustainable way. This is particularly relevant to the target market who currently have low incomes but potential to growth their worth in the next few years. For them it means the bank is on their side and wants to work with them to grow their money in a sustainable way. Figure 4- Colour Palette 9 Media Strategy and Appropriation The company, carrying out its awareness strategy for growth, used a broad mix of media mediums including a focus on print but also consisting of a television spot, radio advertising, and limited social media (Facebook, Linked in and YouTube) to target a wide range of possible customers (StopPress, 2014). The campaign is centred on presenting the banks differentiation from other banks as a New Zealand owned bank and the fact it  is 100% owned by its customers. Although there was no media directly targeting tertiary students, the Co-Operative Bank’s mix of mediums will have some effect on this target market. Using a universal strategy, as in this case, the bank reaches a large amount of potential customers. It also provides the bank with economies of scale. As a small bank, although not ideal, this strategy is relatively appropriate as, there is limited budget for large scale advertising. The bank has opted to pull resources together rather than loose budget to smaller and perhaps less successful strategies. This is at the cost of targeting specific demographics, such as the tertiary target market, with media strategies tailored to their particular motivations but allows the bank to target all New Zealanders who feel strongly about banking with a New Zealand bank that shares profits with its customers. The content of the advertising draws on emotional strategy and uses a lot of patriotic imagery such as beach scenes, trout fishing, and office and cafe culture. These are scenes of New Zealand culture that rouse patriotism in most New Zealanders and this helps the bank not only reach people who will be interested in how the bank functions due to their patriotism but inform others of the benefits of joining the bank. This is appropriate for the bank as it is harnessing current events (such as the class action against fees and the 2008 global downturn that have caused a cultural shift in New Zealand society in that people are more sceptical of banks) and building on the emotions they feel . It is therefore prudent for the bank to target the majority of society as the majority of society will be motivated by this emotion to join the bank. Section 3 Recommendations and Evaluation 10 Objectives 1.Increase top-of-mind awareness level of the Co-Operative bank within the tertiary market by 50% within the next 12 months 2.Increase knowledge within the tertiary market about the benefit of â€Å"owning† the bank they are banking with by 50% within the next 12 months 3.10% of tertiary market seek information about or interact with the Bank within the next 12 months. 11 Improvements The weakness of the Banks current IMC plan lies in the fact that it has not  tailored the plan to target specific groups such as the tertiary market. This suggests that the relationship between The Co-Operative Bank and its tertiary customers is not as connected as it could be. To improve this, the bank does not necessarily have to change its message because as outlined prior, the patriotic and anti-status quo message used by its current offering will appeal to this market and also make the most of the banks industry-relative limited budget. The bank instead should work on making these messages more accessible to the tertiary market in order to improve the communication lines of the banks already strong message. RelationshipReach Include tertiary market specific imagery in print advertising There is a lack of tertiary specific imagery used by creative in the print media. There are a variety of children and young professionals and although some students may see these people as aspirational, they may also feel excluded and therefore disconnected from the banks message as the images are unrelateable to them at their current age. Create an active twitter account that backs up the banks brand image but also feels like it is maintained by a tertiary student. It will post breaking banking news and intelligently debate key players in the banking industry. Create a presence on campus by locating brochures at campus student finance offices Make brochures available that provides step by step financial planning for students that is branded with Co-Operative bank. The brochures will also provide information about the Co-operative’s services. The content will be so effective that campus financial planners will recommend them to students. This will increase student’s knowledge about the bank.Change billboards near tertiary institutions to have very tertiary student age appropriate creative. Add a scene to the television spot that is directly relatable to by a majority of tertiary students. The advert currently has scenes that will appeal to only a select part of the target market i.e office employees and t rout fishers. Adding a tertiary related scene with strong tertiary markers will strengthen the banks relationship with students as they will feel included in their advertising. Promote banks message at campus fairs. Sponsor tertiary events 12 Promotional Mix Recommendations 12.1 Public Relations The bank will start a campaign called â€Å"Community Loop† drawing from the banks logo and its community based values. Tertiary students will be selected to spend a day in the life of community organisations with a particular emphasis on organisations that support the interests of tertiary aged students such as canteen and be followed by a documentary team.. The outcome will be a documentary series posted on Community Loop’s YouTube. These videos will expect to be picked up by local media and be interesting enough for students to want to share on YouTube. 12.2 Personal Selling At campus events, the bank would loan its employees to event to handle the financial aspect of the event and at the same time inform students of the banks offerings- supporting and promoting the banks message that it works within the community in a positive way. For example, at the â€Å"Uni Games†, Co-operative Bank employees in â€Å"community loop† uniform will handle ticket processing at the gate and have the â€Å"community loop† marquee providing shelter for students. Employees will hold conversations with students about the banks offerings and message. Such a presence evokes brand awareness within in the student community and at the same time, shows off the banks tertiary product. 12.3 Sales Promotion The bank stands out among other banks as it does not offer students â€Å"gimmicky† promotions with its package – See appendix 1. There is an opportunity here for the bank to offer a promotion to students that does not seem as lightweight and also gain attention of the students who are likely to switch to the bank because of its message. The promotion will support the banks community centred message and feature a system wherein if you sign up you get a free stationary pack (bio-degradable and from sustainable sources)  and a child from a low decile school in the local area also gets a pack. The stationary will feature the banks â€Å"Community Loop† logo. 13 Budget 13.1 Objective-and-Task Method The bank would use an objective and task method to specify the role advertising will play for the Co-operative brand and, the budget has been set accordingly. This method has been chosen as it allows the bank to focus on the objectives based on the needs of the bank and therefore reinforce the bank’s strategy rather than the needs of other factors such as what competitors are doing or how much they can afford. ItemDescriptionEstimated CostTotal Industry specific imageryPhoto Shoot2,000 (aphotoeditor, 2009) 2,000 Poster design500 (Web Designer Forum, 2009) 2,500 Brochures at Campus Financial officeBrochure design500 (Web Designer Forum, 2009) 3,000 Content250 (Done internally)3,250 Distribution250 (PBT Frieght, 2013) 3,500 Tertiary Scene on Television SpotVideo Shoot3,500 (aphotoeditor, 2009) 7,000 Editing500 (Web Designer Forum, 2009) 7,500 Community Loop DocumentaryProduction Team 10,500 (aphotoeditor, 2009) 18,000 Community Loop tertiary eventMarquee1,000 (Ali Baba, 2014) 19,000 Sign writing 250 (Australian Signs, 2014) 19,250 Community Loop Uniforms500 (Ali Baba, 2014) 19,750 Community Loop StationaryStationary7,000 (PBT Frieght, 2013) 26,750 Delivery1,000 (Printing.com, 2013) 27,750 TOTAL27,750 14 Evaluation To understand whether the IMC objectives have been fulfilled and analyse results the Bank can use the following methods; Burke Day after recall testing This is a measure of recognition and recall and will measure objective 1. It measures how well a magazine advertisement has performed in getting people to identify if they recall having seen the advertisement previously and therefore are aware of the bank. The participant will be given the banks name and then a day later asked what they thought of their offerings. The bank will choose tertiary students for the trial and have them perform the task before and after the new IMC plan in order to understand the difference made. Buzzone Tests This is a measure of recognition and recall and will help the bank measure objective 2.This will be carried out with tertiary students and measure their recognition of the television advertisement both before the new IMC plan and post. This test is chosen as the Bank will gain information on how relevant the advertisement is for them and measure how Econometrics Econometrics will be used to show the correlation between members of the target market interacting with the bank and their interaction with the banks promotional material. Models are constructed from past data collected from a survey of tertiary students and future models can be predicted. This will be used to gain measurable information about objective 3. Bibliography Ali Baba. (2014). Ali Baba search: Marquee. Retrieved 5 19, 2014, from http://www.alibaba.com/showroom/marquee-tent-prices.html Ali Baba. (2014). Ali Baba Search: Uniforms. Retrieved 5 19, 2014, from Ali Baba: http://www.alibaba.com/showroom/uniform.html aphotoeditor. (2009). aphotoeditor. Retrieved 5 12, 2014, from www.aphotoeditor.com: http://www.aphotoeditor.com/2009/08/27/what-to-charge-advertising-photography/ Australian Signs. (2014). Australian Signs Calulator. Retrieved 5 19, 2014, from Australian Signs: http://www.australiasigns.com.au/onlinepricing/pricing.htm KPMG. (2013). Financial Institutions Performance Survey. Auckland: Massey University. PBT Frieght. (2013). PBT Fright Costings. Retrieved 5 19, 2014, from PBT Frieght: http://www.pbt.co.nz/default.aspx Printing.com. (2013). Printing.com Prices. Retrieved 5 19, 2014, from Printing.com: http://www.printing.com/nz/prices StopPress. (2014). StopPress. Retrieved 05 13, 2014, from http://www.stoppress.co.nz/blog/2013/07/co-operative-bank: http://www.stoppress.co.nz/blog/2013/07/co-operative-bank The Co-Operative Bank. (2014). News Letter. Wellington: The Co-Operative Bank. The Co-Operative Bank. (2013). The Co-Operative Bank Disclosure Statement. Wellington: The Co-Operative Bank. Web Designer Forum. (2009). webdesignerforum. Retrieved 5 20, 2014, from webdesignerforum: http://www.webdesignerforum.co.uk/topic/36794-how-much-to-charge-for-poster-design/

Multinational Corporate Case Study On Nestle Marketing Essay

Multinational Corporate Case Study On Nestle Marketing Essay According to Stuart Wall, Sonal Minocha and Bronwen Rees (2010), MNC (Multinational corporate) is a company that has headquarters in one country but has operations in other country. MNC had defined by Dunning (1993) MNC are engages in FDI (Foreign Direct Investment) and owns or controls value-adding activities in more than one country. Typically the multinational would not just own value-adding activities, but might buy resources and create goods or services in a variety of countries. Multinational Corporate in 2007 an estimated 79000 multinational corporate, collectively controlled a total of around 800000 foreign affiliates, employed almost 82million people worldwide and accounted for sales revenue of over $31 trillion, some 11% of world GDP. . (Stuart Wall;SonalMinocha and Bronwen Rees. 2010. pg. 31). Research (Global Education, 2009) has shown that globalization have many meanings and definitions, but mostly known as the greater movement of people, goods, capital and ideas affected by the increments of the economic integration which in turn is propelled by the increasing trades and investments. It is like moving towards living in a borderless world. There has always been a sharing of goods, services, knowledge and cultures between people and countries. In recent years, the improvement of technologies and a reduction of barriers mean the speed of exchange is much faster. Globalization provides lots of different types of opportunities and challenges (Global Education, 2009). Why Nestle is Multinational Corporate? Nestle is a multinational corporate since the headquarter is located in Switzerland but operates businesses in the many other countries over the world such as Europe, United State, China, Malaysia, Hong Kong etc. As we know, Nestle is an infants product. Besides producing infants, Nestle has also produces some other products such as chocolate, yogurt drink, cornflakes, ice-cream etc which can easily found in supermarkets all over the world. Introduction to Nestle In 1860s, a pharmacist named Henri Nestle had succeeded developed a food for babies whom are unable to breastfeed. And his first success was to be able to feed a premature infant who could not tolerate his mothers milk or any of the usual substitutes. (Nestle, 2010) In 1867, he adopted his own coat of arms as a trademark in 1867. In German Nestle means little nest. The Nestle symbol is universally understood to carry the meaning of nurturing and caring, security, nourishment and family bonding. These attributes are still the guiding legacy for the company Henri Nestlà © founded which fulfills the commitment to Good Food, Good Life. The Nestlà © Coat-of-Arms Sources: Nestle Sdn Bhd 2010 In 1905 Nestlà © work together with the Anglo-Swiss Condensed Milk Company, the year after Nestlà © added chocolate to its line of foods. The newly formed Nestlà © and Anglo-Swiss Milk Company had factories in the Spain, Germany, United States and Britain. Soon, the company had full-scale manufacturing in Australia with warehouses in Hong Kong, Singapore and Bombay. Most production still took place in Europe. (English Tea Store, 2004-2009) At first, Nestle business was mainly based on milk and dietetic foods for children. Then, Nestlà © grew and diversified its range of products, through acquisitions and mergers with the already famous brands of that time. For example, the manufacturing of LACTOGEN began in 1921, and in the same year, a beverage containing wheat flour was marketed under the brand name MILO. In 1938, NESCAFÉ was introduced to the as the first instant coffee. Then, in 1947, Nestlà © merged with the MAGGI Company. Currently, Nestle is still having their principles, which to provide the best products throughout the world. As the leading Food, Nutrition, Health and Wellness Company, Nestlà © provides the best food for anytime of day and for anytime of your life. Nestlà © has grown to become the worlds largest food company which offers more than 8500 brands and 10000 products throughout the whole world. With its headquarters in Vevey, Switzerland, Nestlà © has more than 456 factories in more than 80 countries and having more than 283,000 employers. (Nestle Products Sdn Bhd , 2010) Actual impact of globalization on Nestle PESTLE analysis which contains of political, economic, social, technology, legal and environment analysis which consist of external environmental. It is a useful analysis to understanding the situation of a company in an industry. Political analysis The stability of political in a country will be under the consideration by NESTLE to build a plant that can operates NESTLEs factories that considering the countrys political stability, good tax incentives as well as its skilled workforce, NESTLE chose Malaysia to be the site of another regional manufacturing centre for NESCAFE (Mr. Josà © Lopez, Executive Vice President, Nestle S.A. responsible for global operations and GLOBE (Nestlà ©s Global Business Excellence Programmer)). Economic Analysis The important of economic factors will leads to the strength of consumer spending. For example, in recession economy, people might cut of their budget to consume household stuff rather than unnecessary stuff such as chocolate. Americans likes luxury chocolates, a new premium line of cacao which is called Nestle Treasures God had launched in order to cash in on the recession. Social Analysis Even though Nestle as a multinational corporate which operates their business in the other country, but do respect to peoples culture and traditional which is a corporate that think global, act local by working hard to integrate itself into the cultures and traditions of the country. For example, Kit-Kats formula is almost different everywhere. A Russian Kit-Kat is smaller than a Bulgarian, but less sweet than Germanys Kit-Kat. While in Japan, the strawberry Kit-Kat is all the rage. Technology Analysis As the technology of recently changed rapidly in global, Nestle have attracted people to purchasing their products by using advertising. For example, Kit-Kat have been advertised by attracting youngster or child because it is a sweeten tid-bits. Infants foods advertisement is to attracted housewife to purchase it to given their child a healthy life. Recent research on technology analysis (Nestle Policy and Environmental sustainable) (2008) reports shown that during the manufacturing process, Nestle had using efficient technologies to ensure that there is no wasted energy while producing products. In addition, to control the eliminate emission including the greenhouse gases. Legal Analysis In 1996, Nestle was the first multinational corporate that voluntary for Halal certification for its own food products. Those food products that exported to the other countries were certified as Halal products. As a global food company like Nestle, hygiene is a must. Since Nestle has the Halal certification and hygiene was the procedure which contain in that certificate. Besides that, health and safety were the principle that keeps by Nestle. While provided employees to minimize risks in their personal lives, Nestle had always emphasize each of their employees about to change the employees attitudes towards personal safety. Environmental Analysis Nestle always committed to people to produce the best quality to their consumers. Besides that, Nestle also prevented the wasted food by reduced the materials weight and volume, yet supported initiatives of recycle from used packaging. Nestle have also use recycled materials to produce its products. But, Nestle had done a fact that will cause of the lost of the home for orangutan. According to Heidi Marshall (2010), Nestles product-Kit Kat is a product of environmental destruction. This is because of the material that used in the candy bars and for the other Nestle products as well was comes from a palm oil that get from by destroying Indonesia rainforests. The strategy that used by Nestle to actual impact of globalization are included: Market Penetration Strategy Market penetration strategy is which to refer to increase market share of the current products. A firm using this method by raises their sale revenue without any changing of their existing products. Nestle may try to use the promotion which is buy 1 free 1 for its products. For example, buy 2 packs of 1kg Milo free a 10 pack of instant Nescafe. A market penetration will also involve the 4ps which is products, price, promotion and place. According to (Stuart Wall; SonalMinocha and Bronwen Rees, 2010), the product in international marketing is the extent to which a standard and differentiated product should be provided. For example, Nestle is using the differentiated products since it produce its products Kit-Kat in different flavor. A Russian Kit-Kat is smaller than a Bulgarian, but less sweet than Germanys Kit-Kat. While in Japan, the strawberry Kit-Kat is all the rage. The international price is related to the account market different between countries, exchange rates, difficulties of voicing and collecting payment across borders, the effects of tariffs and purchase taxes on competitiveness, governmental regulations of the host country and the long term strategic plan of the company in the different markets in which it operates. For the promotion, it is often expressed to attracted people to consume their products and yet to capture a new consumer to purchasing their products. Nestle is always advertise their products thru media ways. To make sure that people know their products yet to pursuing people to make a purchase on their products. For example, Nestle advertise its products thru the television advertisement. This can make sure that children will attracted by its advertisement while it advertise. A place or distribution it is difficult to control from outside the overseas country itself. A company will solve this problem by its own subsidiary. In addition, if the products are being imported, a multinational company will recruit a local agent to ensure that there is safety, cheapest and quickest way is using. For example, Nestle might recruit a people that located outside of overseas of it country to solve the problem such as a warehouses, the selling markets and etc. SWOT Analysis of Nestle As Dr. Jill Novak, (2009) commented that: Strength Nestle is a global food producer since it located in over 100 countries. It is consistently one of the worlds largest producers which with global sales in 2008 topped $101 billion. In addition, Nestle was named one of Americas Most Admired Food Companies in Fortune magazine. Furthermore, Nestle provides quality brands and products and line extensions that are well-known, top-selling brands including: Maggi, Haagen Dazs, Kit Kat, Nescafe, CoffeeMate, prepared baby foods, yogurt, foods for infants and many more. Weakness Most of the products have their own weaknesses. For Nestle, it was not as successful as the other country in France. Nestle could not compete against a strong and established brand which is Dannon that entered into France earlier than Nestle which is top selling of health yogurt. Besides that, since 2004, Nestle has been forced to reduce the amount of sugar in their products that may cause of diabetes among American children. In addition, Nestle has been removed the packaging and advertising that false claims of heart healthy and lower cholesterol which is an order from FDA(Food and Drug Administration) and American Medical Association which is the under fire of the breakfast cereal industry. Opportunities In today, everyone hope and needs to have a healthy life, as a producer like Nestle, it has an opportunities to raise their selling profits with producing health-based products. Since Nestle was a well-known branded, for sure, it will be easy to attract people to purchase their products. Further, they launched a new premium line of cacao called Nestle Treasures Gold, in order to cash in on the recession economy in which consumers cut back on luxury goods, but regularly indulge in candy and chocolate. Americans want luxury chocolates, and high-end chocolate is immune to the recession (so far), because it is an inexpensive indulgence. Threats Even though Nestle was a big producer in the world, but it still has its competitor, such as Hersheys, Cadbury-Schweppes (owned by Pepsi), Kelloggs, Starbucks, , Quaker, Kraft Foods, Danone, , Heinz, Unilevel and many more. Furthermore, any contamination foods supply especially e.coli which causes the recalled of their brand-Toll House cookie dough. Outbreaks were linked to 28 states and the product had to be recalled globally. Nestlà © has yet to find out how this happened, and is still investigating (Dr. Jill Novak, (2009). Potential impacts of globalization on Nestle Nestle corporate have its own potential in globalization since it is a big foods producer in global. Technology In the world of today, technology will be changing rapidly in global. And this will leads a good improvement in all type of products that will be produce around the world. A research and development department will be a part of Nestle from today towards future achievement by gaining profits without wasting the raw material in manufacturing process. Besides that, by using a developed technology may reduce the effects that will occurs greenhouse effect. For example, use of plastics packaging in every single of Nestle products improve to recycled paper packaging, used of plastic bottle in filling the Nestle beverage into tin that can recycle use. On the others side, a case that occurs in India, which is Nestle chocolate, will be melted before its eyes. This is because there are lacks of distribution and the heat temperature in India will make the chocolate melted. By using the technology that can solve this problem that is using the technology to change its chocolate ingredients so that can afford India heat temperature. Environmental As the info below, Nestles Kit Kats was made from a palm oil that came from by destroying the rainforest in Indonesia. This is cause of the pollution in Indonesia. To solve this problem, Nestle corporate should consider using the palm oil from the other countries by not destroying the rainforest of the country. On the other side, there is another solution too. That is, refining the vegetables oil that can out inside the ingredient of making chocolate. Social As a food producer in global, Nestle may do some different in their products. Such as, a new flavor of the chocolate could be launch. This is because different country has a different taste towards foods. For Malaysia, a durian can be a part of the ingredient in the making of Kit-Kat. For Korea, a Kim chi flavor Kit-Kat can also create. This is a try for Nestle to attract people by producing different flavor but same products around the world. The strategy that might use by Nestle in the potential impacts on globalization is: Diversification strategy According to Stuart Wall;SonalMinocha and Bronwen Rees diversification strategy involve the company branching out into both new products and new markets. For example, from the info that I mention below, Nestle might create a different flavor of Kit-Kat to attracted new customer. For Malaysia, Nestle may create a durian flavor Kit-Kat to attracted those customer who are not chocolate lover but is a durian lover to purchase this products. Conclusion On the day Nestle was introduced, it was only food for infants. As time goes, Nestle has grown to be more famous in brand name and focus in widen its product line. Today, Nestle is one of the most famous and successful foods and drinks producer. Furthermore, Nestle had expands to globalization which consist of factories around the world. Besides that, Nestle will always try counter threats and competitor, such as the current products or new product entrants. Therefore, Nestle still has the potential to grow more and continue to be the one of the leader in the market share.