Sexual Harassment in the Workplace Essay -- Sexual Harassment, Womens

Sexual harassment is a violation of women's rights and a prohibited form of violence against women in many countries. Sexually harassing conduct causes devastating physical and psychological injuries to a large percentage of women in workplaces around the world. Harassment directed against women in the workplace by their supervisors, fellow employees, or third parties interferes with the integration of women in the workforce, reinforces the subordination of women to men in society, violates women's dignity and creates a health and safety hazard at work. Women's advocates around the world work to further women’s right to be free from sexual harassment. Critical to these efforts to combat sexual harassment has been the growing recognition of sexual harassment as a form of violence against women which violates women's human rights. States are obligated under international law to take effective steps to protect women from violence and to hold harassers and/or their employers accountable for sexual harassment in the workplace. The prohibition of sexual harassment in the workplace is closely linked with theories relating to the subordination of women to men that were first introduced in the United States in the 1970s. These theories associated sexual harassment with violence against women, the perpetuation of gender stereotypes and the assertion of economic power over women, all phenomena which serve to subordinate women to men. In general, the role sexual harassment is believed to play in the subordination of women in society has led many countries, including the United States, the United Kingdom, Canada, Australia, Japan and South Africa, to recognize sexual harassment as an actionable form of sex discrimination. Over time, howe... ...orris, N. M. (1985). Journal of Health and Social Behavior. 10. Sobel, M. E., & Leinhard, S. (Ed.) (1982). Sociological methodology 1982. Washington, DC: American Sociological Association. 11. Swearer, S. M., Espelage, D. L., & Napolitano, S. A. (2009). Bullying prevention and interventions: Realistic strategies for schools. New York, NY: Guilford Press. 12. Touchette, E., Henegrar, A., Godart, N. T., Pryor, L., Falssard, B., Tremblay, R. E., & Cote, S. M. (2011). Psychiatry Research. 13. Willett, J. B., & Sayer, A. G. (1994). Psychological Bulletin. 14. Woodside, D. B., Garfinkel, P. E., Lin, E., Goering, P., & Kaplan, A. S. (2001). American Journal of Psychiatry. 15. Zurbriggen, E. L., Collins, R. L., Lamb, S., Roberts, T., Tolman, D. L., Ward, L. M., & Blake, J. (2007). Report of the APA Task Force on the Sexualization of Girls.

Intel Branding Strategy Case

The University of IOWA Tipple School of Management IMBA Program – Intake 6 Prepared By Group 2: Kimmy Wong Diana Hung Mike Yeh Ken Wan Date: 18/07/2009 1. Was the Intel Inside campaign worth it ? What were its strengths and weaknesses? The unfavorable judgment against Intel â€Å"386† trademark in 1991 indicated that any competitor could market its product using the same marks, numerical sequencing, used by Intel. To differentiate from competitors and solve the problem of market confusion among the product offerings, Intel developed an alternative branding strategy by focusing on building the company’s brand image instead of product-based brand strategy. Under the new branding strategy, Intel was established as a brand, a reliable and premium brand, ably transferring the equity of â€Å"386† and â€Å"486† microprocessor to Intel, the company and to distinguish Intel products and to communicate the depth of Intel as a corporation with respect to its competitors as well. To boost the awareness of Intel’s brand name and strong differentiation, the company employed a series promotion campaigns to reinforce the main message of â€Å"Intel Side† aggressively after loss of trademark. Detail of their promotion campaigns are as under: [pic] Intel campaign has successfully introduced the microprocessor to the market and consumers can identify its microprocessor technology. Its success laid the groundwork for moving into next generation. Through repeat impressed promotional message be certain that consumer have Intel technology on the inside. As Intel is the leader and the best microprocessor supplier. In Intel Inside campaign, the company applied â€Å"push† strategy to seek support of the OEMs by encouraging them using Intel microprocessor in manufacturing their product and including the Intel Inside logo in their print ads. Under this strategy, Intel found much infusive reaction from OEMs, created a great awareness of â€Å"Intel Inside† logo and driven positive perception and favorable association towards Intel brand simultaneously. With the help of the program, Intel cut the utter confusion clones bring to the marketplace. In turn, strong brand image and premium status has been built successfully. Moreover, the campaign powerfully in reinforcing on two key associations: â€Å"safety† and â€Å"technology†- whenever and wherever consumers saw the Intel logo and also created a brand image for products that fall under the Intel Side umbrella. At the same time, a â€Å"pull† effect was generated on the consumer and presented a very persuasive argument for OEM to use its product. In turn, it built a remarkable brand value to Intel, the company and its stakeholders as well. This campaign had demolished the negative perception of Intel and well-reposition Intel as a premium brand with promising of â€Å"Safety† and â€Å"Technology†. The new established brand successfully differentiate its product from competitors and help Intel move the market forward into new generations of microprocessor and to leverage its advantage and equity to its new generation of technologies. Frankly, the campaign is worth it since Intel got more than 700 OEMs to signed for the program and induce the first and second tier big OEMs to join co-operation program as well via the â€Å"pull† effect successfully. Consumer research indicated that most viewers of the TV ad remembered the Intel name instead of the product. The Intel, on the other hand, proved much more successful in educating the consumer on the specific product attributes associated with the Intel processor and created a favorable association and positive perception for consumers that they look for Intel inside their PC when making selection. In turn, a synergy effect has been well created for its brand Intel, the company and their customers till today. With the help of the program, Intel’s brand image is indeed associated with power, reliable, affordability, compatibility, technology and experience globally till today. Again, it is an effective campaign which generated lot of awareness for Intel and made the company and its chip program newsworthy in the eyes of the general and business press, and it helps build some creditability and enhancement to the OEMs’ message in the ad as well. Intel is being recognized as the technology leader which has the strongest image on quality, compatibility attributes and became more familiar, popular and delivered a quality message in the world. OEMs benefited from the campaign that their products become a quality product because of Intel chip inside. The Intel brand is one of the top ten known-brands in the world. You can credit these to the Intel Inside program. However, not all the OEMs, especially the first and second tier, were agreed and appreciated with such cooperation program would be greatly affect the penetration of Intel in the market and affect their market share. Moreover, rebate program which offered 30% -50% of rebate to the OEMs customer, incurred heavy cost to execute, caused huge marketing expenses and lower the profit in turn if program fail. Since brand equity can be eroded over time but can be enhanced by marketing actions. We concern huge of expenses has to be spent in marketing on continuous and regular basis for reinforcement of the brand and repeat reminding the customers of the brand. If success, it will create synergies in the brand and return to the company. If fail, on the other hand, it will create a burden to the company. 2. Evaluate the Pentium family of processors. Did Intel make the right decision by extending the name through the Pentium 4 processor? Should the company consider changing the name of the next processor in the Pentium line? Intel planned to introduce the next generation processor, code name â€Å"P5† sometime after the fall of 1992. Given the success of the Intel Inside campaign, it signals any branding strategy developed for the next generation, e. g. P5, would link with the Intel Inside program. In the meanwhile, Intel had leant an experience from Cyrix’s case in March 1992 which had caused a negative influence on its branding strategy. This painful lesson significantly influence Intel management concern the name strategy and as a force driven to review the possibility of altering the chip’s name instead of using 586. Recognized naming process as a major strategic move, Carter took great care by appointed Karen to manage it prudently. Intel conducted extensive search and employee contest for having the right name which is trademarkable and linguistically correct for its 5th generation of microprocessor. Intel developed a series of presentations to keep customers informed of the naming process and product introduction as way of asking for help and understanding before launching but without disclosing the actual name. Intel announced, in October 1992, its fifth generation microprocessor was named â€Å"Pentium† and would begin shipping production version in early 1993. Intel did great job in the naming strategy since â€Å"the name suggest an ingredient and the â€Å"Pent† of Pentium from Greek meaning five, imply the new chip is fifth generation of the family. The â€Å"ium† was added to make the chip sound like a fundamental element. † Absolutely, the name closely linked to Intel in which completely new with some generational concept has been rooted and have a positive association can be worked on global basis. It fully supports Intel’s brand equity till today as well. In addition, Intel conducted a profitable investment in advertising by spending a huge promotion campaign to achieve name recognition as well as acquire high level of awareness and favorable association for the Pentium processor. Intel had rewarded from what it did. In the meantime, the marketing launched a full scale effort to ensure the Pentium name quickly adopted into everyday industry vernacular. Intel’s PR department also phoned all the leading individuals who wrote about the industry to let them know the new name. They sent the author letter correcting the error if they found anyone using â€Å"586† or â€Å"P5†. In return, it was over 90% of press mentions used Pentium instead of â€Å"586†. Moreover, the Pentium processor had been recognized by PC users as a valuable ingredient since then. Intel management understood â€Å"solid position cannot be built on empty promise†. Thus, the company delivery its promise through its strongest product attributes, as under, which highly appeal to the targeted customers and the public as well: i) More than twice as fast as the Intel486 processor; i) With over three million transitors and high MHz offer high speed; iii) Support graphical user interface; iv) Support PC, workstation manufacturers to server and workstation lines; v) Offer power and technology to allow PC manufacturer to head-on address the traditional mini and mainframe market; vi) Made it easier to build the Pentium processor into multi-processor machines vii) The chip would the key to multi-platform, client-server architecture In support of the â€Å"Pentium†, Intel skillfully introduced aggressive â€Å"Technology briefing† campaign to build its brand equity and reinforce its technology leader position, a consumer-styling advertising before available for sale, in the print ad with 4 pages to educate and create demand as well as position the Pentium at the elitist of the market and further reinforce the brand awareness and its powerful features associated with the brand as well. In fact, Intel had made the right decision by extending the name through the Pentium processor. Through this extending, Intel can leverage and transfer its advantages in the valuable brand, in terms of positive perception, favorable association and strong brand equity, to this generation of â€Å"Pentium†. Clearly, it is a main ladder laid for the success of the Pentium. By the way, it created an excellent opportunity for the company moving the Pentium to achieve another climax in the new age. With the experience of i386, Intel also concern the name â€Å"Pentium† and made it protectable legally and by a set of internal and external guidelines from Intel on usage of the name as well. Through skillful extending together with the support of extensive well planned promotion efforts, cautious branding strategy and the huge advertising investment, the premium brand image and position of Intel Pentium has been successfully created and conveyed the positive attributes and preference as well as the favorable association with quality, state-of-art technology, software compatibility and performance which is the OEMs customers wanted to be associated with as well. Obviously, consumer looked for the Intel symbol in making their personal computer selection as a pull effect that adds both intangible (brand equity) and tangible (sales) value to Intel. Furthermore, following the announcement of the Pentium, Intel stopped all the speculation that had surrounded the name since trademark ruling in 1991. Regardless of the numerous debates over Intel’s branding strategy, Intel really did a great job by extending the name and applying the â€Å"branding ingredient† strategy to its new generation of technology. In 1993, Intel had been rated as the third most valuable brand, behind Marlboro and Coco-Cola, with an estimated worth of $17. 8 billion. It signals Intel is being recognized as an undisputed technology leader in which the brand had strongest image on quality and compatibility attributes. Moreover, what they had paid on the promotion now yielding the return through its huge sales of the Pentium chip, which was rising to 640,000 in 1994 from 80,000 in 1993 and further more to 2 million in 1995 and had continuously increased in 1996. It brings a sound return to the company and its stakeholders as well. Given the efforts in building and gaining the brand equity for Pentium, we don’t think it is the right time for Intel to change the name of the next processor in the Pentium line again. Since the customers had just familiar with the name and a favorable perception and association have been well connected the Pentium. Further change will cause confusion to the public within a short period of time. On the other hand, the company might use the number following the name Pentium. For example, Intel may use Pentium I, Pentium II, Pentium III†¦ as a clear indication for the new generation of technology instead of change the name frequently. Beside, staying in Pentium may also take this excellent opportunity to make use of its brand awareness, favorable association and valued brand equity inherent in the name â€Å"Pentium† leverage and transfer to its next generation as well. However, we understand that the innovation and change are necessary and crucial especially in this fast changing high technology and highly competitive world. We have reserved the right to leave the room for that change may happen sometime after few generations so as to better cope with actual changing market arena since there is still room for continue to improve on its branding strategy given surviving in such ever changing world.. 3. Should Intel adopt its Intel Inside campaign for use with its non-PC processor products? What other marketing strategies might the company employ? The Intel Inside program was widely regarded as a success and Intel became a lightning rod for this electronics revolution and paving the way for the computer to become more commonplace in the home and in business. While the Intel Inside Program continues to evolve, it will remain true to its heritage of promoting: â€Å"technology leadership,† â€Å"quality† and â€Å"reliability. † These features will be as important to online users and high-end server buyers today. The brand with an estimated worth of $17. 8 billion and expect to increase in the years to come. Intel recognized that they are in the ever changing global environment and planned to broaden its focus on other non-PC processor products, e. g. fax modems, LAN administration software etc. This is Intel to broaden its product profolio into different categories from its traditional processors and it is a new challenge for the company as well. In fact, the â€Å"Intel Inside† campaign focused solely on the company's microprocessors, such as its popular Pentium line of chips. When Intel broadens its focus to other platforms–not just the microprocessor, the new campaign and new logo is need for better reflecting this change. This will help aligning the brand strategy with its platform strategy. As they evolve as a company, it makes sense to evolve the brand supporting with the new compaign. Thus, retiring the â€Å"Intel Inside† campaign by redesigning a unique marketing program to launch its extension, which may better reflecting its product attributes, might be a wise decision and a drive for the company to leap forward into a new technological age. In the meanwhile, the company can take the leverage advantages heritage from the success of the previous program transferring to these non-pc processor products through the branding extension. Since successful brand extension occurs when the parent brand is seen as having favorable association and there is the perception of fit between parent brand and extension product. Given the favorable, positive and unique associations of the Intel brand to the mind of consumers, we believe the Intel brand name may offer many potential benefits in this extension and it would continue to receive its success as previous as well. This is also an excellent opportunity for the company to identify new and completed different way to use the brand at full potential. However, the success of the new program is highly depending on the marketing efforts, a unique and innovative marketing program as well as with huge investment projected in long term view in the new campaign in order to differentiate from its competitor. Instead of only focusing in microprocessor computer industry, we highly recommend the company should broaden its product range into other potential industry, such as, communication, household appliance industry and entertainment communication etc. and to widen its products in the existing profolio for capturing the potential heritage in the brand for consumer’s choice. Given its leading position in the world, we believe Intel can negotiate with big communication corporations, household appliance companies like Samsung, Sharp, Philips, Panasonic for different profitable co-operation or membership programs. It will be interesting to see if Intel’s strength in the traditional chip sector can translate to the increasing imp ortant mobile field. Intel may partner with first tier of the communication companies, this collaboration could lead to more innovation from the two companies and building products that the two companies can get out ahead of the competition on the emerging segment of mobile and entertainment devices or others etc. The growing importance of the Internet and webpage, E co-operation strategy with the main search engines can be considered to promote its product and its new technology as support to its new campaign to raise its awareness of the new product line. 4. What do you think of Intel’s aggressive expansion away from its core microprocessor business? What recommendations would you make for the future? It is a global trend which creates a pull and push effect for Intel to broaden its focus to entire platforms not just the microprocessor in such highly competitive arena. To continue build up its brand equity, maintaining its leading position and fully utilization of its technological potential and advantages, it is a must for Intel to act in this way respond quickly and deliver a product portfolio that meets the needs of the changing market. It is a long term planning for bring Intel move to other potential business and in more globalize way and stabilize its leader position in this diversification path. In fact, instead of only focusing in microprocessor computer industry, the company now broadens its product range into other industry, such as, communication, household appliance industry and entertainment communication etc. Given its leading position in the world, we believe Intel can negotiate with big communication corporations, household appliance companies like Samsung, Sharp, Philips, Panasonic for different profitable co-operation or membership programs. It will be interesting to see if Intel’s strength in the traditional chip sector can translate to the increasing important broaden field. Intel should boarder its brand name and create sub-brand to allow widen product category development. It should emphasize information about the extension rather than reminder about the Intel Inside brand. To be a house of brand, collecting different high technology product brand name, even if one of the product was not doing well, this would not affect their successful brand image. Most of the improvements come from Asia, such as the increasing present of technology from China corporate present threat to Intel’s global business in certain extent. However, the company reducing its threat and increasing its opportunity by vertical or horizontal integration or acquisition of its competitors or channel members etc. For decades, Intel has developed products, technologies and initiatives for the advancement and betterment of its customers. It has invented groundbreaking creations that truly define the word ‘technology’, and the proof is the Intel logo. Intel’s broadening strategy is also an indication of the company’s mission to ‘drive the next leap ahead – in technology, education, social responsibility, manufacturing and more – to continuously challenge the status quo’. ———————– CONFIDENTIAL . . . . . .. . . . †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Intel ® Corporation Brand Management . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . .

How to Find Out if Someone Died in Your House

The Trial of the Sensational Oscar Wilde - 1357 Words

The Trial of the Sensational Oscar Wilde Ed Cohens Talk on the Wilde Side discusses the trial of Oscar Wilde in 1895. Cohen explores the lack of legal transcripts of the case which relies on newspaper press reports and accounts to document this lawsuit. His investigations into the clarity of the newspaper accounts found that they were themselves highly mediated stories whose narrative structures organized and gave meaningful shapes to the events they purported to accurately represent (4). In the second part of his book, Cohen discusses Oscar Wildes trial and its importance, the results of the fictionalized newspaper accounts of the proceedings, as well as the role of Wildes The Picture of Dorian Gray in the legal†¦show more content†¦This characterized Wilde as the epitome of effeminacy. He is also described as disrespectful of the law and its proceedings. On the other hand, the Marquis of Queensberry is depicted as the model of masculinity as well as a profligate and a degenerate aristocrat (138). These characteri zations did wonders for the Marquiss defense. The newspapers suffered a setback that they actually ended up using to their benefit. The word sodomy, although used in the courtroom, was deemed unrespectable and could not appear in the newspapers that told of the legal proceedings. The newspapers proceeded to describe the allegation in creative ways that actually incriminated Wilde. They negatively characterized Wildes behavior as immoral, immodest, unnatural, improper, indecent, unrespectable, disreputable, etc., in order to avoid having to specify positively the actual sexual acts named in Queensberrys defense (144). These negative terms helped characterize Wilde as a bad man and as a criminal. The papers also named the crime in acceptable ways calling it the gravest of all offenses (148). This news helped portray Wilde not only as a deviant, but as the guilty party in the case. The newspapers not only helped start this trial inadvertently through the Scots Observer article, but helped paint Oscar Wilde as the criminal and the M arquis ofShow MoreRelated Homosexuality in the Works of Oscar Wilde Essay3123 Words   |  13 PagesHomosexuality in Oscar Wildes Work      Ã‚  Ã‚   I turned half way around and saw Dorian Gray for the first time. I knew that I had come face to face with someone whose mere personality was so fascinating that, if I allowed it to do so, it would absorb my whole nature, my whole soul, my very art itself (7). During the Victorian era, this was a dangerous quote. The Victorian era was about progress. It was an attempt aimed at cleaning up the society and setting a moral standard. The Victorian era

Breast Cancer The Most Common Types Of Cancer - 811 Words

Breast cancer is one of the most common types of cancer. â€Å"With 55,222 new cases in the UK alone in 2014†. (Cancer Research UK Org) http://www.cancerresearchuk.org/health-professional/cancer-statistics/statistics-by-cancer-type/breast-cancer [02 April 2017] With hundreds of foundations and charities built for people struggling with breast cancer there are a numerous amount of treatment and preventions. However, breast cancer is a disease where cancerous breast cells grow rapidly and out of control meaning, there are many different types of breast cancer. For every person diagnosed with breast cancer, it can be different for them. Invasive ductal carcinoma breast cancer (IDC) is the most common type of breast cancer in women. â€Å"About 80% of†¦show more content†¦Mammary glands are activated by hormones in puberty. They consist of 15 to 24 lobes when a woman reaches the age of 35 the mammary glands gradually shrink making the milk ducts also shrink. The breasts change during a normal menstrual cycle, fluctuating hormones are the cause of this. Tenderness and swelling are due to hormones rising and falling. The breast ducts of women enlarge because of oestrogen. A woman’s breasts feel sore due to the milk glands swelling because of the production of progesterone. When a woman has stopped having her menstrual cycle. Hormone levels drop making the breast tissues less fatty and dense. Pregnancy is a time where a women’s breasts are rapidly changing and transforming because of the glands that produce milk increase due to prolactin (a hormone which triggers the production of milk) for her upcoming childbearing years. An increase oestrogen and progesterone hormones also cause changes to occur. The size of the breast is increasing while pregnant this is due to the breast tissue spreading into the armpit. But in the last few weeks of pregnancy, the breasts expand because of the increase in the size of the milk-producing cells. 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Globalization Managing Across Borders

Question: Discuss about the Globalization Managing Across Borders. Answer: Introduction: With the expansion of markets and increase in globalization, it is difficult to find opportunities for growth. Globalization can be defined as the process of international integration from the interchange of products, services, ideas or even culture. The organizations have been competing against each other with their unique competencies and cultures. The current world has companies competing with everyone thereby making the international and local markets more complex for survival. The concept of globalization involves developing standardized products with a standardized marketing mix. The phrase Think Global, Act Local is often highlighted within the context of globalization. In simple terms, the phrase is used in business strategy where the multinationals are encouraged to build local roots. In other words, the term is also known as glocal formed by the combination of global and local (Beck 2015). The firms use the term glocal as a part of their marketing and branding strategies. T he aim of this paper is to analyse the importance and concept of glocalization. The reasons why glocalization is important in the current business scenario and contributes to success is explained in this paper. The arguments are supported by evidence and examples (Chinomona and SibandaVaal 2012). The term glocalization was derived from a Japanese word dochakuka that originally meant adaptation to the local farming techniques. Therefore, the idea of word means creation of products or services intended for the global market, but customized to suit the local cultures. The companies of all fields such as technology, food and beverage, finance, manufacturing, clothing or supermarkets are hunting to capture new geographic markets. However, strong technology and strong financial resources are not enough as it does not guarantee success into the new markets. Every business expansion requires localized and strategic marketing to enter into new markets successfully. The multinationals discover that their experiences and assumptions may fail in a new and unfamiliar market. The hurdles go beyond the language and cultural hurdles. The companies need to tailor strategies, adapt sales and distribution approaches, modify pricing strategies, product offerings and redefine the marketing progra ms. It is also defined as the interconnection between global issues and local context and vice versa (Coe and Lee 2013). The one-size-fits all strategy in the modern world is an unsuitable approach. The successful multinationals encourage local knowledge and value individuality. Not all the people in the world have same tastes and preference. To exploit the emerging opportunities, the adaptability and agility is needed (Drori, Ho?llerer and Walgenbach 2013). With the increasing globalization in the last decade, the businesses have been divided into two extremes. While discussing the movement towards globalization, the businesses had to consider that the world is a marketplace. There was increase in standardization of products and greater access in international markets. As a part of reiterating localization, the regions try to protect and maintain local culture without being drained away by the forces of globalization. The concept of glocalization tries to balance the approaches in terms to adapting to the local tastes and preferences (Martinsons 2015). The concept of glocalization has some substances as it makes the social, economic and political interdependencies more global. The multinationals are looking forward to indulge in unique idiosyncrasies of local cultures. The glocal employees are making differences beyond domestic borders and achieving the main goal of global strategy. The term standardization is more susceptible to globalization, but is not a synonym (Drori, Ho?llerer and Walgenbach 2013). There are three different perspectives of international business- organizational structure, competitive process and standardization of marketing mix elements. The first global companies have built their vast empire based on these three perspectives. Standardization of products is the most cost-effective way to export a successful domestic product to deliver consistent quality to the multiple countries. The overhead costs can be well distributed if the companies are least adapting. A multinational corporation avoids direct competiti on with the local groups to know the market better (Matusitz and Lord 2013). The concept revolves around unacceptability of standardized products. The successful corporations need to develop a glocal strategy by utilizing their customization and experiences in a manner that attracts the local markets. Not only for product design and communications, the glocal strategy needs to be applied to the seven variables of the marketing mix, namely product, price, place, promotion, people, physical evidence and process (Edgington and Hayter 2012). According to the glocal strategy, certain core elements are standardized while other elements are localized. Glocalization can also be termed as a compromise between domestic and global marketing strategies (Drori, Ho?llerer and Walgenbach 2013). The concept describes that in order to be successful in the global markets, the marketing managers need to act locally to enter and capture any new market. The local units focus on the customer difference and the corporate level provides strategic direction in the global strategy (Co e and Lee 2013). For better understanding of the concepts, the differences between globalization, localization and glocalization is determined. In case of globalization, there is a tendency of international integration of products, services, technology, labour, information and capital. The products are standardized thereby saving cost. Localization involves adapting products and service to satisfy local needs and developing local appeal. The local brands face competition from both domestic and international brands. Glocalization takes local issues and provides a global offer regarding product service, brand or idea. In glocalization, global experience is used to differentiate in the local markets (Drori, Hllerer and Walgenbach 2014). Many companies are incorporating glocal that means going global retaining a local flavour of the business into the strategies. For example, McDonalds, one of the biggest fast food chains has established its operations in 119 countries (Edgington and Hayter 2012). The company has conformed to the product offerings and promotional strategies according to different countries and its respective culture. To meet the Middle Eastern local taste, the company introduced McArabia as the dish is to be loved by the Arab countries. Other than that, the company sells EBI Filet-O Shrimp Burger in Japan as it is a popular choice in the country. Not only products, the promotional techniques also differ on the basis of countries and cultures (Indartono and Chen 2015). In Muslim countries, McDonalds does not advertise during Ramadan as the people are fasting and do not consume food and drinks from sunrise to sunset. In the United States, the primary target audience for the brand are the children as the y watch advertisements the most (Osman, Johns and Lugosi 2014). Therefore, it is seen that McDonalds adjusts according to the popularity and consumer trends. McDonalds global success is credited to its ability to distinguish its brands. The company listens to the local customers, observes their habits and behaviours so that they can come up with innovative product offerings (Crawford 2015). Glocalization is the key to future business success as there has been a dramatic shift from global to glocal. In the past century, the multinationals have benefitted from globalization thereby bringing about significant behavioural changes among the consumers. However, glocalization is the newer trend promising a brighter future for the businesses. It is important for the companies to realize the importance of target consumer market to make the product and service offering more appealing. The key to success in todays business world lies in finding the correct balance between global and glocal requirements. Glocalization is an interactive process that helps multinationals developing core competencies (Gond and Boxenbaum 2013). Glocalization means adapting, blending or mixing of one or more processes that must be local. In case of globalization, the costs are eliminated by duplicated effort thereby allowing companies to take advantage of economies of scale. However, standardized products have certain disadvantages. The multinationals tend to lose their uniqueness in globalization as the customer base values its niche products. Moreover, if the company serves a particular market, through standardization they may lose former customers. Taking a simple example, a restaurant may build up its good will and reputation on exotic and varied menu and changes it to a standardized menu while predicting customer experience. However, the competitors providing variety in their menu shall make it tougher for the multinational (Kansara 2016). While expanding across borders, standardization of products may work against the company. It may be cheaper to make standardized products, but the needs and cultures vary in different markets. Therefore, standardization measures respond slowly to the market condition and end up costing more. Standardization of products may be advantageous in certain areas of business like production. However, there are some aspects of a business that must be tailored to customers needs. Therefore, there shall be loss of responsiveness. In local market conditions, standardized customer service, distribution, advertising and pricing strategies may be unsuccessful. Standardization has the potential to get a business into a rut. Market experiences changes and companies change it quickly so that they can take advantage of it (Kster 2016). It is further argued that standardization hampers or stifles creativity, especially the product design. Every business needs to understand the role of culture in international business. The cultural differences impacts profitability, regardless of the sector a business operates in. The multinationals need to be aware of the cultural differences in different countries as one need to be aware of the organizational culture of country it enters. Therefore, one needs to be aware of the key factors impacting the business directly. Language barrier is the most common obstacle in the success of any international business. Communication is the key to successful business as it is necessary in conducting international business. It is important to be aware of the basic customer needs as it is advantageous in conveying the message. If the multinationals are aware of the customers cultural background, they will be able to adopt better and use more suitable methods. Before launching a marketing cam paign, research must be conducted so that the companies become aware of the target audience (Liu et al. 2014). In the international scope, trade is improving due to technological advancements, transportation and communication opportunities. This in turn has increased access of consumers and businesses to access best products from different countries. Another example that can be stated supporting the importance and benefit of glocalization is Tesco. Tesco is one of the top three retailers with more than 440,000 staffs serving 30 million customers weekly (Zhou et al. 2017). The company operates in more than 12 countries other than UK serving retailing, food and non-food services (Coe and Lee 2013). The focus of the company is to listen and respond to the needs of customers. The research states that Tesco provides unique experiences to the customers in different countries. Tesco has been serving the British since 1920s, but in the outskirts of London it sells dozens types of sausages and salami. Based on the needs of Polish shoppers, Tesco sells its products as Polish consider deli food importan t. Moreover, Tesco aims to deliver local tastes and flavours from Asia to Eastern Europe. The shoppers in Thailand and Hungary have different tastes and Tesco has managed to meet the needs of people successfully and boosted sales (Coe and Lee 2013). Tesco has grown house brands for indulgent and value-conscious shoppers. It is not enough to have local merchandising. Tesco acknowledges the fact that shopping at hypermarket cannot be too exotic and it needs to become a part of the regular routine. Therefore, Tesco has taken understanding and responsiveness to the habits of its foreign consumers (Martinsons 2015). From the data gathered from shoppers, the consumers gave common responses such as better service, more variety, lower prices and non-food product options. Therefore, the company began to accelerate the construction of superstores that was bigger than the traditional supermarkets. Glocalization can be related with customization (Vorhauser-Smith 2012). As it is a new approach in the business scenario, the companies need to take efforts and adapt wherever necessary. Glocalization is important as it adds to customer satisfaction by adapting the product to local needs. The equipment available at the local area reduces capital expenses that may have occurred. The customers or potential clients in high-income countries have a tendency to buy more sophisticated products. Therefore, glocalization is advantageous to them as differentiated products with extra elements for this group of consumers. The time needed to adjust to the local needs and wants is also reduced. The multinationals can take advantage of subsidies or benefits as offered by the local government (Trapp 2016). Glocalization reduces final cost of the product as it need not be imported from foreign countries. The potential logistics cost can also be reduced as the products need not be imported. The local competition and local marketing can be facilitated as there is cultural difference in the consumers of international market. The businesses wanting to enter new markets need to have significant and thorough understanding of the local needs of consumers. The people are finding success by investing in a marketing program. The global marketplace is better connected due to the advancement in digital marketing and information technology. It is easier for businesses to make an online presence and the customers tend to find their favourite brands across the globe. However, they may not find the same experience at all places. As glocalization involves conducting of business according to local and global considerations and is important tactic for managers to consider if they want to increase the chan ces of international success. It is seen that SMEs and multinationals that have used brand names or slogans in one country had a questionable translation in the other country (Roudometof 2014). As the consumers are more informed and aware of their choices, the global content strategy shall help in making the brand successful. The local audiences must be targeted and solutions must be provided to cater to their needs. Every marketplace needs to adopt diversity mandatorily. There is more opportunity to grow and offering must be sought after adequate development. The marketing opportunities and strategies must be devised in a manner that is critical to long-term success. This shall help in capturing revenue opportunities in the coplex marketplace (Robertson 2014). Conclusively, the multinationals discover that their experiences and assumptions may fail in a new and unfamiliar market. The glocal employees are making differences beyond domestic borders and achieving the main goal of global strategy. A multinational corporation avoids direct competition with the local groups to know the market better. Not only for product design and communications, the glocal strategy needs to be applied to the seven variables of the marketing mix, namely product, price, place, promotion, people, physical evidence and process. In case of globalization, there is a tendency of international integration of products, services, technology, labour, information and capital. The products are standardized thereby saving cost. The company has conformed to the product offerings and promotional strategies according to different countries and its respective culture. Glocalization is an interactive process that helps multinationals developing core competencies. In case of glob alization, the costs are eliminated by duplicated effort thereby allowing companies to take advantage of economies of scale. Standardization of products may be advantageous in certain areas of business like production. If the multinationals are aware of the customers cultural background, they will be able to adopt better and use more suitable methods (Sun et al. 2017). The global strategies have several advantages to the world. The trend shall continue benefitting the world in the coming time. Glocalization can also be termed as a compromise between domestic and global marketing strategies. With the differences in regional and national level of business, the companies cannot achieve the pursuit of oneness without addressing these differences. The companies adapt standardization as a significant part of globalization that now needs to be adapted based on local tastes and preferences, work culture and customs. This shall help the multinationals in sustaining in the long-term. The businesses need to realize that going glocal is more important than going global in the current scenario. However, the main question is to what extent the companies must go local or global. The answer to this question shall help in discussing and deciding the future course of business. References Beck, U., 2015.What is globalization?. 1st ed. Cambridge, UK: Polity Press. Chinomona, R. and SibandaVaal, D., 2012. When Global Expansion Meets Local Realities in Retailing: Carrefour's Glocal Strategies in Taiwan.International Journal of Business and Management, 8(1). Coe, N. and Lee, Y., 2013. 'We've learnt how to be local': the deepening territorial embeddedness of Samsung-Tesco in South Korea.Journal of Economic Geography, 13(2), pp.327-356. Crawford, A., 2015. McDonald's: A Case Study in Glocalization.Journal of Global Business Issues,9(1), p.11. Drori, G., Ho?llerer, M. and Walgenbach, P., 2013.Organizations and International Management. 1st ed. Hoboken: Taylor and Francis. Drori, G., Hllerer, M. and Walgenbach, P., 2014. Unpacking the glocalization of organization: from term, to theory, to analysis.European Journal of Cultural and Political Sociology, 1(1), pp.85-99. Edgington, D. and Hayter, R., 2012. Glocalization and Regional Headquarters: Japanese Electronics Firms in the ASEAN Region.Annals of the Association of American Geographers, 103(3), pp.647-668. Gond, J. and Boxenbaum, E., 2013. The Glocalization of Responsible Investment: Contextualization Work in France and Qubec.Journal of Business Ethics, 115(4), pp.707-721. Indartono, S. and Chen, C.H.V., 2015. The glocalization of personal ethical threshold: an extension study on eastern context.JOURNAL OF EDUCATION,1(1), p.8. Kansara, V., 2016.How Global Brands Are Thinking Local. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/articles/intelligence/glocalization-localization-retail-lululemon-uniqlo-nike [Accessed 30 Jan. 2017]. Kster, V., 2016. From Contextualization to Glocalization.Exchange, 45(3), pp.203-226. Liu, W., Denizci Guillet, B., Xiao, Q. and Law, R., 2014. Globalization or localization of consumer preferences: The case of hotel room booking.Tourism Management, 41, pp.148-157. Martinsons, M., 2015. Research of information systems: from parochial to international, towards global or glocal?.Information Systems Journal, 26(1), pp.3-19. Matusitz, J. and Lord, L., 2013. Glocalization or Grobalization of Wal-Mart in the US? A Qualitative Analysis.Journal of Organisational Transformation Social Change, 10(1), pp.81-100. Osman, H., Johns, N. and Lugosi, P., 2014. Commercial hospitality in destination experiences: McDonald's and tourists' consumption of space.Tourism Management, 42, pp.238-247. Robertson, R., 2014.Europeanization as Glocalization. 1st ed. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan. Roudometof, V., 2014. Nationalism, globalization and glocalization.Thesis Eleven, 122(1), pp.18-33. Shaw, H., 2011.'Glocalization' rules the world. [online] Financial Post. Available at: https://business.financialpost.com/news/glocalization-rules-the-world [Accessed 30 Jan. 2017]. Sun, Y., Chao, T.Y., Woo, J. and Au, D.W., 2017. An institutional perspective of Glocalization in two Asian tigers: The Structure Agent Strategy of building an age-friendly city.Habitat International,59, pp.101-109. Trapp, R., 2016.Going Global Is Harder Than Executives Think. [online] Forbes.com. Available at: https://www.forbes.com/sites/rogertrapp/2016/02/29/going-global-is-harder-than-executives-think/#7d58498a5915 [Accessed 30 Jan. 2017]. Vorhauser-Smith, S., 2012.Going 'Glocal': How Smart Brands Adapt To Foreign Markets. [online] Forbes.com. Available at: https://www.forbes.com/sites/sylviavorhausersmith/2012/06/22/cultural-homogeneity-is-not-an-automatic-by-product-of-globalization/#4bc75b6d5d6b [Accessed 30 Jan. 2017]. Zhou, L., Wang, J., Chen, X., Lei, C., Zhang, J. and Meng, X., 2017. The development of NBA in China: a glocalization perspective.International Journal of Sports Marketing and Sponsorship, 18(1), pp.81-94.

Vegetarian Sourcebook The Nutrition, Ecology and Essay Example For Students

Vegetarian Sourcebook: The Nutrition, Ecology and Essay na Ethics of a Natural Foods Diet. The ecological benefits of a vegetarian diet as opposed to a non-vegetarian diet. The highly negative effects of a non-vegetarian diet on our environment. Asseo, Laurie, Associated Press, 7/22/99 Royal Caribbean Cruises Limited was fined $18 Million for 21 felony counts of dumping oil and hazardous wastes from cruise liners. This citing is useful in documentation of a specific case to illustrate the extreme costs involved both economically and ecologically in large scale environmental abuse. We will write a custom essay on Vegetarian Sourcebook: The Nutrition, Ecology and specifically for you for only $16.38 $13.9/page Order now Studies in Britain relating the use of water sources for production of meat. Similar findings in the European Industry as with the United States. Three to fifteen times as much water used to produc Bibliography: .