The culture of management versus medicine

Are doctors, good managers? Are they even trained at all to be managers? These are poignant questions that have always arisen from the dichotomy that seems to exist between the arts of medicine for which a doctor is trained and the acts of management to which he is constantly exposed to within the hospital walls. Until a doctor actually seat down to ask the question sincerely, scrutinize his answer properly and task appropriate steps at merging the two indispensable qualities, he would constantly be faced with challenges that can be more Herculean than arriving at differential diagnoses. These two concepts are indispensable in the life of a doctor, and that of any other health professional. They can actually be merged. More than that, really, they must be merged for full and productive society. A medical officer trained in the art of medicine must develop the skills of human relationships: these skills would help him manage the enormous resources that are his disposal for sustaining a functional health care centre. These resources are human resources: the colleagues at work, other members of the medical team which he works such as nurses, physiotherapists, laboratory technologists etc, and even the patients that he attends to. A great deal of effort has to be put in organizing this group of people; it is in doing this that productivity is ascertained, excellence fostered and results become increasing forthcoming. Other health care providers need be aware of this important knowledge. Government officials who are involved in funding the health sector also need to be carried along in this train of Medicine and Management train for holistic and productive funding. It is therefore not far from the truth that the culture of medicine and management need prompt reconciliation. The need for reconciliation is more overwhelming and irresistible as facts abound for its emergency. The differences need to be reconciled as soon as possible. The reconciliation is possible. More than possible, it could be said that it is existing, only that it is silent. The clamor then would be for a formal and gradual or sudden erosion of the apparent dichotomy. This can be achieved through a foundational work. No strong change can be made to a structure without an overhauling of its foundation. The medical school for the health practitioners and the other institutions of higher learning are the major places where this can be achieved. For medical personnel, education among managerial skills in their medical training can be of tremendous impact in achieving this indispensable reconciliation. For managers interested in medicine, an introductory course on medical education would also help. If it is part of curriculum, it gradually becomes a way of life that would span ages. Apart of this consistent courses and seminars would also be of help for all health workers. These would insidiously push this point home. Really, if this is done, there would enhanced health care delivery as more managers of all forms of resources would be produced. With these, and the general Public benefit a lot. SOURCES Harvard Medical School [Medicine and Management] www.kff.org [Kaiser family foundation]

From Traditional Marketplace to Tomorrow’s Marketspace

Focusing on past mergers that were unsuccessful, we will investigate the major cultural issues these companies faced that were the biggest obstacles jeopardizing their success. We will then be able to identify which cultural issues are most important for mergers of the future to succeed. The second part of our paper will talk about virtual conferencing, and the large position it will play in tomorrow's teams. Bringing this together, our discussion will focus on the positive and negative effects virtual teams can have on a merging company's culture. After presenting both sides, our ultimate goal will be to cite the more important roles the virtual teams of tomorrow must play, in efforts to create and maintain a strong and successful common culture among merging companies. The increase of Internet usage, combined with the latest e-commerce craze has changed the way most companies are doing business today (Knox 26). Companies that are not in the dot-com domain now desire to take part in the e-commerce world. Many industries are moving their business from the traditional marketplace to the highly sophisticated marketspace; the AOL/Time Warner merger is an example of this. Today, merging has become the answer to how businesses are going to increase and retain their competitive advantage. Once a company merges it becomes an even bigger powerhouse. This raises one company's market share tremendously, allowing it to stand tall against competing firms (Fairlamb 20). Now, other companies in the same industry need to search harder to reestablish their competitive niche. This is done most of the time through additional acquisitions of similar competing firms within the industry. Unfortunately a lot of mergers are doomed for failure. While sales figures and bottom lines play a big part in the execution of a successful merger, they are only one piece of the puzzle (qtd. in Pacific). Along with number crunching comes culture, the true heart of the company. Every company's culture is unique. Different personalities, ways of doing things, expectations, and ways of defining success are some examples. Even the information technology a company possesses is as much a part of a company's culture, as the people using it. Bringing together two or more companies that may have entirely different corporate culture forms an acquisition. With technologies latest advancement, companies have the ability to be brought together on an entirely new plateau. Virtual conferencing is redefining the way people are able to work together (Seanet). Through virtual teams people can primarily interact electronically. There are several reasons to create virtual teams. Specifically, teams may be distributed because of the new realities facing organizations such as: organization-wide projects or initiatives, and alliances with different organizations, some of which may be in other countries. There are also mergers and acquisitions, which we will pay close attention to, as well as the desire of many people and government organizations for telecommuting. These are a few of the many reasons why people will look to create virtual teams as their primary way of conducting business. Functional integration teams charged with the idea of knitting together two or three preexisting functions usually leads to turf protection, infighting, and special interest pleading. Planning for success, a lot of companies use a creation approach. Creating a comprehensive future-centered vision and strategy that defines the new organization. Together a new set of cultural behaviors and norms will be develop that are consistent with the accomplishment of the strategic goals, as well as creating a workforce passionately committed to the new organization's values, vision, objectives and ultimate success. There are many reasons why we chose virtual conferencing and how it will effect the important aspects of culture within merging companies. As future business people of America this is an issue that we will be faced with. In a time when job security seems to be approaching an all time low, it is important to know what we are going to be up against. Having a better idea of what is happening around us will be useful as we troop forward in efforts to create our own niche in this extremely competitive world. While this is a required project for us, we feel that we should take it for everything that it is worth, bettering ourselves as a result.

The Advantages of Ethical Retail

Retailing The advantages of ethical retail are as follows: Higher revenues. Improved Brand, Business Awareness and Recognition. Better employee Motivation and Recruitment. There are several ethical issues to be considered in retailing. To be a throughly ethical-concerned company, we are going to take some actions to guarantee everyone from the owners to employees in our company know and understand what is ethic and make sure they act ethically during the daily selling practice. 1. Mutual integrity A mutual integrity environment is expected to establish in our company.Employees are required to be honest when dealing with the business and with their co-workers. While the business,its owners and management should be honest in dealing with them. And our company, including owners and employee are required to be honest and ethical when dealing with customers. 2. Development of ethical standards Retail salespeople need guidelines on ethical issues. An ethical standards will be developed and posted by the ethical department. Something simple which commits the business and its employees to certain behavior ought to be clearly and complete to provide a guide to day to day decisions.Because it is found that some salespeople are not aware what is ethical issues, what is the the right thing and what is not. Besides some common sense about ethical issues, there are some misconducts will be listed that they may be not realized. Charge full price for a sale item without the customers’ knowledge. Don’t tell the complete truth to a customer about the characteristics of a product. Sell more expensive product when a less expensive product would be better for the customer. Don’t offer information to the customer about an upcoming sale.Make excuses to customers about unavailable merchandise when merchandise is not in stock or is sold out. Take return from customers when you believe the item should not be accepted. Give preferential treatment to certain customers . Give your employee discount to your friends Sell merchandise that is not of good quality. Don’t Use the Customer Information privately or in other business activities. Employees are required to remember it and act it accordingly. 3. Fair workload employers in our company also need to provide a good working situation for the employees.No excessive pressure and workload of the job are allowed to put on salespeople, which place them in uncomfortable situation. 4. Good ethics demonstration Employers are needed to be ethical-concerned firstly. Employees may follow the behaviors of employers. Poor ethics demonstrated by ourselves or senior management can educate others that the business is prepared to cut corners or deal in areas of grey between what is right and what is wrong. This leads to employees themselves following this behavior and acting against the business but doing no worse than they have seen a more senior person do.When comes to social responsibility and environment concerned,we are going take some actions in our daily retailing practice. 1. Better inventory management Inventory management is the process of efficiently overseeing the constant flow of units into and out of an existing inventory. It helps in controlling the costs associated with the inventory. Since our warehouse where our inventories placed are not located near our retailing store, it needs vehicles to transfer the products when they needed.Through a better inventory management, we can lessen the times of transportation, so as to reduce the pollution of the environment and cost at the same time. 2. Shorten opening time reasonable As it known to all,electricity and water are used during opening time of retailing store. However, electricity are wasted during low consumer flow when only few people in the store. An investigation is conducted to show the consumer flow statistics and we are going to rearrange our opening time accordingly to reduce the electricity and water consumptio n.Environmental friendly packaging Over-packaging or packaging with no-environment friendly material are also needed to be eliminated concerning of environment. Therefor, switching over to environment friendly packaging materials is our first step. Recycle Bags are going to sell in low price in our retailing store instead of plastic bags. Consumers who bring the bag back can have 10% discount at all items. It is a good way to avoid plastic pollution, in the other hand, it is also a good promotion way. 4. Undertaking activities that are beneficial to the societyTo build good ethical-concerned image of our company, we plan to undertake activities that are beneficial to the society. For example, this season, our theme is about pets. We consider to join a series of activities held by PETA, People for the Ethical Treatment of Animals, it is the largest animal rights organization in the world, with more than 3 million members and supporters. To show our company is animal-friendly, we are going to join â€Å"Shopping Guide to Compassionate Clothing: Vegan Companies† of PETA, which defines as company sells only animal-friendly, cruelty-free products. Promotion 1.Public-interested ad Public-interested advertisements about every season’s ethical emphasis are going to made. This season,considering our brand is sportswear and the ethical emphasis is animal rights, we are going to place our advertisements at the paths and space specially for pets and their owners, for instance Wan Dog Park, Pet World, Peel Rise, Discovery Bay, Sai Kung, Clearwater Bay and so on. Considering our target customers who are animal-lovers , they play with their pets in casual wear. They may be attracted by our public-interested ad: a man in our clothing playing with dogs harmoniously.

Repair you credit yourself Article Example | Topics and Well Written Essays - 250 words

Repair you credit yourself - Article Example For repairing credit, it is important that one has credit cards which shall take care of the same. Also this will ensure that the credit rating is repaired for the long term and the credit becomes repaired itself as and when there is a problem with the credit worthiness issues (Kempson, 2005). The aspect of credit repair is all the more important because it touches upon significant areas of credit worthiness which are discussed at length by the people who write credit repair reviews in newspapers and magazines (Devaney, 2001). I believe my credit repair needs to be done in such a way that there is success only and nothing else because credit worthiness means a great deal to me. Works Cited Calder, Lendol. Financing the American Dream: A Cultural History of Consumer Credit. Princeton University Press, 1999 Devaney, Sharon A. The Effects of Credit Attitude and Socioeconomic Factors on Credit Card and Installment Debt. Journal of Consumer Affairs, Vol. 35, 2001 Kempson, Elaine. Affordab le Credit: The Way Forward. Policy Press, 2005 Staten, Michael E. The Impact of Credit Counseling on Subsequent Borrower Behavior. Journal of Consumer Affairs, Vol. 41, 2007

Reaction paper 2 parts 7 and 8 Essay Example | Topics and Well Written Essays - 1500 words

Reaction paper 2 parts 7 and 8 - Essay Example Given this second viewpoint, I would say that this hardly contributes to the definition of masculinity, because it informs on what women are based on what men are, but does not establish what being a man is. Recent research into masculinity has underscored this male-female polarity. In the American setting, cultural masculinity studies have dealt nearly exclusively in heterosexual masculinity behaviour and attributes (Traister, 2000, p. 274), which precludes homosexual masculinity as a seeming misnomer since it does not fit into the polar male-female model. Cultural changes are at the center of an evolving meaning given to â€Å"masculinity†, with the socio-economic developments in Europe defining the directions of Western thought in this regard. When Renaissance secular culture spread, interest in sexuality broke free of its strict regulation during the monastic period. When European monarchies embarked on overseas conquests and commerce prospered, the male role became identified with business, finance, and overall economic success. The fact that a man had more, and more expensive, possessions made him more of a man, better able to provide for his wife, their children, and his household members. The patriarchal system was further strengthened by the imperial monarchy where the power of men over women was further institutionalised (Connell, 1995, p. 248), formalising men’s domestic authority over women and enforcing the latter’s dependence upon the former’s economic property, not because the women did nothin g to contribute to it, as they often managed the running of the estate and the network of alliances among the gentry (p. 249), but because they could not legally own property. The Western image of masculinity is an ideal that was fostered upon the colonial East as a means of further strengthening the rule of the colonizers upon the conquered (Krishnaswamy, 2002, p. 292). Primary among these ideals is the image of the white, elegantly proportioned,

Hospice Care Essay Example | Topics and Well Written Essays - 1000 words - 1

Hospice Care - Essay Example The concept spread widely in the United States and it was something outside the conventional healthcare system. The hospices at that time were funded through charities and there was volunteer staff that provided personalized care to the patients. Hospice was not known for being a place for care but rather a concept of care. As it established, the hospice leaders came together to formulate standards and guidelines for developing hospice care (Cartwright, Miller, & Volpin, 2009). In 1978, the National Hospice Organization (NHO) was developed and it provided a national forum for education, discussion, and support of hospice quality care standards. Medicare coverage was expanded by the Congress in 1983 to include hospice care. Hospice benefits were also offered by many private insurers as they recognized the compassion for hospice care and its cost effectiveness. The number of hospices and numbers of patients in hospices have increased gradually and in 1991, there were about 1,830 hospices serving about 212,000 patients throughout U.S. Today the hospice concept remains unchanged since its early days. The intention of a hospice is to create a setting where patients get relief from their pain and are able to find support to improve the quality of their remaining life. Hospices make the effort to create a setting in which people can die peacefully. Today the hospices are a part of the mainstream healthcare system of U.S (Groninger, 2012). Choosing a hospice care may have advantages and disadvantages. The major advantage of a hospice care is the availability of a care team which consists of professionals and volunteers. This comprehensive and interdisciplinary team is involved in understanding and taking care of the patient’s needs. The team includes nurses, physicians, social workers, and trained volunteers who fulfill the needs of the patients. Another

Implementation of a COP program based on the scenario given Assignment

Implementation of a COP program based on the scenario given - Assignment Example There is also a citizen’s patrol project which will help the police with monitoring areas where there may not be a patrol at that moment so help can be called in immediately. An outline and overview of the project is given in this paper as to how it will be implemented. Introduction This is a proposal memo to address the problems at the Anytown Shopping Mall in our city which has had a 75% increase in crime and robberies over the years 2009 to 2011. In light of the fact that it is determined that homeless people have set up camps in parking lot areas where there is very little lighting installed, and that there have been numerous robberies conducted in parking lot sections, the Anytown Police Department is designing a project to help with cutting down crime and restoring a safe environment for our citizens to be able to shop and work safely in, and around, the Anytown Shopping Mall. It is our plan to bring back businesses to this area as a number of the shopping mall businesse s have left recently because of the unsafe conditions for both workers and customers (Class information 2013). The community-oriented policing program being created is called ANYTOWN ANYTIME FREEDOM SHOPPING program which will address several issues: eliminating transit camps in parking lots, a system of patrols that covers all sections of the parking area and in the mall as well, a protection system for workers and customers of the mall and finally, a determination of what public works projects must be developed, such as a new lighting strategy, for all areas of the parking infrastructure (Class information 2013). 1. The social forces that exist for this problem are that there are numerous homeless people who are camping out in the poorly lit areas of the shopping mall’s parking sections, particularly in underground parking. This creates an unsafe hazard for those workers who must come in early and leave late at night (Craven 2009). For shoppers, the danger is the high chanc e of being robbed, particularly when carrying packages. Aside from the obvious dangers from robberies, muggings, and potential car jackings, the areas where there are camps are very unsanitary, particularly as there are no restrooms (Dempsey & Forst 2013). It is unclear at this time whether the homeless also go into the shopping mall, when it is open, in order to use the restroom facilities. Preparation 2. The first steps in preparing for the program is to have a meeting, or several meetings, with shop owners in the mall in order to hear what incidents they have encountered, which would help in designing the plan of action (Craven 2009). This would also include those businesses which have left the area and finding out specifically what issues they had as regards conducting business in the mall. In addition to the meetings, it is also important to assess from crime reports where crimes in that area have occurred the most and what type they are (Hunter & Barker 2011). Once this inform ation has been developed, then more strategic planning can take place. 3. The social and special interest groups that should be involved in this process are the business owners in the mall, the shopping mall administration officers, any current security teams that are already in place, as most malls have their own team, and also the city manager and district representative. It is important to have reflections from all the above people and to have them

SARS Pandemic Essay Example | Topics and Well Written Essays - 2750 words

SARS Pandemic - Essay Example Vaccine is in the preparatory phase. Once vaccine has been finally prepared would it possible to meet the demand of the world to prevent an event of pandemic through herd immunity. This is big question that is not an easy task to answer. Apart from availability, the cost of the vaccine would be an important factor. Developing countries would be at the worst hit because of affordability issues related to the cost of the vaccine. But pandemic will not be prevented if only the developed is vaccinated. It would have been possible to control the syndrome through directly observed treatment strategy (DOTS) if a drug of choice was available. Since no drug of choice is available and the vaccine does not seem to be of any substantial benefit so the only option left is the prevention. Prevention can be achieved through personal hygiene, sanitation of the environment especially with overcrowding like schools, aircrafts, etc. After a diagnosed case, the strategy used by the Canadian health authorities during 2003 outbreak seems an excellent guideline to follow when required. Coronaviruses are the causative agent for severe acute respiratory syndrome (SARS). These are positive strand RNA viruses of about 100nm and contain the largest genome among the RNA viruses. These viruses belong to the group of nidovirales, the other members of the group are: toroviruses and arteriviruses. Coronaviruses have helical nucleocapsides and envelops which are derived from intracellular membranes (Hunt 2005, Lwinson 2004). The coronaviruses discovered in the fourth decade of the last century but received attention in early 2003 when it was found that a new disease, SARS, which was started in the late 2002, was caused by these viruses (Hunt 2005, Lwinson 2004). SARS was responsible for the sickness of more than 8000 people while more than 700 people died of this syndrome around the world (SARS 2006). The habitat is animal body but the disease is spread when the animal-human barrier is crossed due to any factor (Peiris 2003). The virus is transmitted through droplet and contact (Hunt 2005, Lwinson 2004, Poutanen 2003, Yu 2004). Airborne mode of transmission is still not confirmed. There are some supporting data available but more information is needed to declare it as a mode of transmission. The contact of mucous membranes, of a potential candidate for SARS, with infected material seems important for the spread of the disease (Peiris 2003). The viruses are in different secretions of the body, like urine and faeces but the evidence for feco-oral route is missing (Olsen 2003). The SARS coronavirus (SARS-CoV) is actually less transmissible as, the ratio of one primary case to its secondary cases is only two to four but once it starts spreading and measures are not taken to control then the toll is very high (Olsen 2003). The incubation period estimated by various research teams have been in the range of two to ten days with mean duration of six days (Olsen 2003,Donnelly 2003). It has also been observed that it is very unlikely for the transmission to occur before the start of the symptoms and after 10 days of the resolution of fever (Olsen 2003). Based on the incubation period, the period of infectivity and the mode of transmission the viruses have infected humans in a variety of environments, like: workplaces of health care providers, lab

Saving my best friend Essay Example | Topics and Well Written Essays - 750 words

Saving my best friend - Essay Example But somehow we realized and took a vital move on our part by coming a bit towards the lower side. The trees and grass on the hilltop were hustling and bustling and the little rain that was present in the clouds had touched our fists every now and then. We know a thunderstorm was there any minute since the clouds started to turn black of all a sudden. They had the gashes of a bucket full of water that was waiting to come down on us hard. We knew we needed to hurry to reach our destination otherwise there was a wet day in the fields for us. There was something different however in the making. Something extremely terrible! As we hurried down the hill, Jim’s ankle sprained and he started to come down quickly. I ran after the sliding Jim and used all my might and force which I could offer at the time. I realized this was not enough. Somehow or the other, I had the presence of mind within me which started to make its mark. This made me reach for Jim who was stuck on the rock’s edge and his both feet were in the air, leading towards the valley down under. Had he fallen, it would have been the end of Jim’s life, his future and his dreams. More than anything else, his parents and friends would have lost a soul full of energy and wit fed into him. It suddenly dawned on me that I was wasting time thinking about all this! I needed to do something – something, no – the vital thing that would eventually save his life. I quickly started looking for a rope but I knew it would not be available there. I got hold of tiny pieces of cloth here and there. I instantly picked them up and tried to stick the pieces of cloth so that the end result would be in the form of a single cloth through which I could pull back Jim and thus bring a fresh lease of life in his desolate self. All this required tact and immense patience. Also I had to be brave and physically strong to pull Jim up since his body weight and height resembled mine. The pieces of cloth were

Greek Philosophy Essay Example | Topics and Well Written Essays - 2000 words

Greek Philosophy - Essay Example Death becomes the path where an individual, depending on his status in life or what he did, would have a funeral suitable to the honor that he is worth. In addition to this, death is also seen as a means of showing power and ambitions of an individual. Greek philosophy was able to provide examples to support these claims and is able to infuse the readers with the symbolisms or of a different perspective about death. On the other hand, as a background of Hinduism as a philosophy it should be mentioned that it lacks a uniting belief system. In other words, Hinduism is actually many beliefs and practices labeled as a single philosophy. Thus, it can well be enumerated that Hinduism is more of a compilation of different conflicting school of thoughts unlike more modern traditional philosophies like Christianity or Islam. Hinduism can be compared to sociological or artistic theories like expressionism or surrealism or for that matter modernism or post modernism. Here the concept of death is wide spread and the general belief states that death is the beginning of the other world. Greek philosophers, like Plato and Aristotle, viewed death in a more practical manner. They considered it as the opposite of life and thus symbol of evil. Plato commented, â€Å"Death is not the worst that can happen to men.† (Plato) Here, though the context is different it is obvious that he indicated that death is ramification of life and that the position of death must be well developed. In a way, the notion of pride and nobility is at stake if the death comes in an inglorious manner. An example would be the observations done on the mourning clothes that were worn during funerals of the Hellenic period by the patricians, where wealthy people would have finer, more elegant mourning clothes. Moreover, death is observed as a means of understanding kinship or relationships between families, including their allegiances and affections. Somehow, the audience or readers would understand or see

Investment Advisors Small Business - Business Plan Essay

Investment Advisors Small Business - Business Plan - Essay Example Institutions, which would be discussed in this section, are Royal Bank of Canada, LBMC and FiduciaryVest. Royal Bank of Canada (RBC): Established back in the year 1869, RBC is Canada’s largest bank in terms of asset value and market capitalization. The institution consistently receives high credit ratings both from Moody’s Investor Services and Standard & Poor’s. This has helped the company to gain the trust of the prospective investors. The advisory service of RBC caters to the high net worth private clients and niche corporate and institutional clients across the globe. Other than investment advice, they offer complimentary financial plans and wealth consultations, guided by RBC experts (RBC, 2010, p.1-2). LBMC: LBC Investment Advisors, LLC, has been ranked among the top financial planning firms in US. The ranking was done by CPA Wealth Provider on the basis of assets under management. The financial institution has more than $ 300 million under its management and it has been experiencing sustainable and continual growth in the industry (LBMC, 2010). FiduciaryVest: FiduciaryVest is an employee owned independent investment advisory firm. They offer consulting service and advice which is in accordance to the interests of the clients. They assist their clients to analyze the assets, develop investment policy, goals and guidelines and design the investment portfolio by fulfilling the objectives of the investors only to optimize their profitability (FiduciaryVest, 2007). So, it seems that there are many institutions which are ready to challenge the new entrants in this industry. The new institution must possess some competitive advantage to sustain its existence in the long run. The company was established by three people, Carol Buckalew, Arnold Jones and Richard Small. Carol is a CFA with more than 15 years of

Childrens Literature Essay Example for Free

Childrens Literature Essay It is hard to imagine a world without books for children. Ever since there were children, there has been childrens literature too. There have been childrens stories and folk-tales when man first learned to speak. Childrens books, however, are a late growth of literature. Miss Yonge says, Up to the Georgian era there were no books at all for children or the poor, excepting the class-books containing old ballads and short tales. We shall nevertheless see that there were English books for children long before this time. In western Europe, there was no separate category of books for children before the eighteenth century. The Bible, stories of saints and martyrs, and bestiaries or books about exotic animals, were probably the first printed books available to children. Childhood, as we think about it today, is a relatively new concept. Until the 17thcentury, children were thought of as small versions of adults and treated accordingly. In most societies, children were a source of labor. There were some books (mostly for the children of wealthy families) even before the invention of movable type by Gutenberg in 1455, but they were instructional in nature and were used to instill lessons of morality, manners, and religion.. With the rise of Puritanism in England early in the seventeenth century, literature for children became moralistic. Seeing children as amoral savages needing to be taught right, society used stories filled with death and damnation to frighten children into good behavior. Humor and imagination were banned. The Sunday School Movement of the late eighteenth and early nineteenth centuries, which aimed at bringing religion to the working class, continued the didactic tone in the thousands of cheap tracts of simple stories distributed throughout England and the United States. Over the next centuries, there was a gradual shift in attitude toward children which was reflected in the reading material produced for them. Hornbooks and chapbooks appeared, still designed to instruct, but some included woodcut illustrations in addition to ABCs and religious lessons. The most famous and prolific publisher for children of the 18th century was John Newbery. He published books which were immediately attractive to children: in a small format, with illustrations, and bound in brightly-coloured flowered paper. In the 18th and early 19th centuries, Robin Hood, Mother Goose tales, Robinson Crusoe, and Gullivers Travels were published and were the most attractive to the world of a childs imagination. A Visit from St. Nicholas by Clement C. Moore was published in 1823 and was one of the first works to introduce humor and laughter into the world of childrens literature. The Victorian era was a golden age for childrens books. Victorian family life is realistically depicted in Louisa May Alcotts Little Women (1868), whereas Mark Twains Adventures of Tom Sawyer (1876) and Robert Louis Stevensons Treasure Island (1880) emphasize adventure; all three books present fully developed characters. At the turn of the century several childrens magazines were being published, the most important being the St. Nicholas Magazine (1887–1943). It was also the time of classic books , such as Alice in Wonderland, and great illustrators Kate Greenaway, Edward Lear, and Howard Pyle to mention a few. In the middle of the 19th century, there were major changes in illustrations of books. Until then, wood engraving was the norm; with the development of chromolithography, which permitted printing in many colors, the world of book illustration changed dramatically. Great writers teamed with great illustrators to produce the books. The industrial revolution led to advances in printing which made books colorful, affordable, and plentiful. The growing middle class, with its increased interest in education, expanded the audience for childrens books. Walter Crane, whose work is highlighted in this exhibit, was a British artist and one of the first people to use the new printing techniques to bring color and design techniques into the world of childrens literature. The twentieth century continued a publishing industry for young people with adventure stories, series books like the Hardy Boys and Nancy Drew, science fiction and fantasy. During the 20th cent. in particular, new collections of tales that reach back to the oral roots of literature have come from Europe, Asia, Africa, and the Caribbean. International folktales have also received increasing attention. Among the many authors pursuing these themes, Verna Aardema compiles African folktales and Yoko Kawashima Watkins studies Asian oral traditions. During the 1980s and 90s in particular, multicultural concerns became an important aspect of the new realistic tradition in childrens literature. From the 1960s through the 90s socially relevant childrens books have appeared, treating subjects like death, drugs, sex, urban crisis, discrimination, the environment, and womens liberation. Recent years have brought books of children related to movies and commercial products from Disney to Star Wars as well as the psychologically-oriented young adult novel. The great scientific and societal changes of the early twentieth century had a great influence on the adventure story. The exploits of the World War I fliers replaced the cowboy and big game hunter in the dreams of young boys. Many of these adventure stories were published in long series, written by different writers all using the same name. The best known was the Stratemeyer Literary Syndicate which produced such series as the Rover Boys, the Hardy Boys, Tom Swift, the Bobbsey Twins, and Nancy Drew between 1906 and 1984. Maurice Sendak and Chris Van Allsburg are two important and contemporary childrens book author who publish their stories todays. Bibliographyh Hunt, Peter, (1995), Childrens Literature: An illustrated history, Oxford University Press. Cullingford , Cedric, (1998), Childrens Literature and its Effects, Cassel E. Gavin, Adrienne, (2001), Mystery in Children’s Literature. From the Rational to the Supernatural, Palgrave Publishers Ltd Lerer, Seth, (2008), Childrens Literature: A Readers History from Aesop to Harry Potter, University of Chicago Press. Lynch-brown, Carol, (2010), Essentials of childrens literature, Pearson OMalley, Andrew, (2003), The Making of the Modern Child: Childrens Literature in the Late Eighteenth Century F. Touponce, William, Childrens Literature and the Pleasures of the Text, From: Childrens Literature Association Quarterly, Volume 20, Number 4, Winter 1995, pp. 175-182

What western companies face when entering China

What western companies face when entering China This thesis will focus on the business environment for MNCs planning to invest their businesses in China. Today, China has a huge market for foreign investment and low labour work force.it has its own unique culture differs from the western countries. The culture shock and the different market characteristics are the key difficulties for foreign businesses, also not an easy business environment to penetrate. China business environment has helped so many MNCs in the past and present to achieve their profit. It also analyse the barrier of entering mode and how difficult it is to get the right Chinese partner to negotiate with. Having the money its not the problem getting fully connected and a good relationship with the government is significant. Another dynamic code for western companies its guanxi, well connected Chinese person although what happens in China now is that the highest guanxi merits the business. China is amazing, the beauty of Shanghai has made several multinational companies to flock into the Chinese market through beverages, furnitures, pharmaceuticals, logistics also contributing in their economy growth through wholly foreign owned enterprise WFOEs and EJVs equity joint venture. However, formal rules need to be backed by informal rules to be inefficient in terms of overcoming any informal limitations of human interaction. Informal rules need to be such that the costs of enforcement, measurement, supervision and monitoring can decrease. The difference between the marketplace China and the west is that both, formal and informal rules are well developed in the west, while they are severely underdeveloped in China. IKEA is a successful case to open the China market recent years. The main goal is to acquire the information in order to provide the overseas retailers with a good entering and starting point for creating an effective business plan and operating successfully in the Chinese furniture market. Another successful case in the Chinese market is Coca-Cola who entered the business market as a joint venture but now have five major bottling plants in five different cities in China, two of them are owned by joint ventures why the others are WFOEs wholly foreign owned enterprise Introduction In an era where consumers are more demanding, critical and possess higher purchasing power, firms increasingly discover that where service was previously a mere factor employed in support of the main organizational functions, the quality of, and efficiency in delivering, service, have now joined the fundamental business pillars of technological advancement and product novelty as principal determinants of success. Nowadays, many businesses in service-oriented industries in China, including MNCs furniture, beverage chains, rely on Chinese culture as a distinctive cutting edge in gaining and maintaining business. Hampden-Turner, (1990) suggests that culture is fast becoming a vital business tool in the encouragement of high performance in China. Where multinational organizations attempt to replicate these values in another national setting, problems may arise. Mead (1994) suggests that such organizations may have to modify these home country systems, structures and values to comply with local norms. China was an emerging market where the main challenge for MNCs was simply getting started, choosing the right joint venture Chinese partner and securing government permission to enter the market, the right city to sell in, and even the right target customer segments in those cities. However, few companies had large, complex operations in this market. Today, over more than 450 of the fortune 500 foreign companies are in China, and they are all facing home-grown competition from Chinese companies is rapidly growing. The Chinese market more profitable, more complex, and also potentially riskier than ever. As Chinas economy grows and open further, the opportunity it presents to MNCs is changing. Now, western companies can actually go after the Chinese domestic market, and its worth going after, the improvements in Chinas infrastructure, workforce, and regulatory environment are making it possible for companies to lower their cost to reap new competitive advantages. Lieberthal.K,and Liebe rthal,G. During the decline in demand brought on by the Asia financial crisis in 1997,then China made massive infrastructure investments, including a huge expansion of the highway, telecom, rail, and water management systems. All these investments have improved connections among what used to be largely separate domestic markets. However, the regulatory environment is also moving in the right direction, also getting more transparent. As China implements its WTO commitments, many opportunities are opening up to foreign firms, which are increasingly in the same position on an equal footing with home-grown companies. Also, with the structural changes established by the National Peoples Congress in March 2003, indicate additional progress in shifting the role of government from the planning and administration of a socialist economy to the regulation of market economy. In 1990, China led the world in the production of only televisions and cotton textiles, by 2002 they added refrigerators, motorbikes, cameras, DVD players, desktop PCs, bicycles, cigarette lighters and cellular phones. China, in sum is rapidly becoming the manufacturing center of Asia. In this thesis I will examine what multinationals need to know before entering China for business, in the next ten years, multinationals should be the biggest winners in China. For, western companies to reap the benefits, a multinational must properly nest its effort into its overall business, show one face to China at the national level and tailor local strategies, be wary of EJV and mitigate risk, and in particular the theft of intellectual property. One important reason for this trend, in FDIs and foreign companies is no doubt globalisation. The phenomenon has given individuals the awareness of opportunities outside their region or territory. In that case it can be seen as an incentive for foreign investors looking to gain global market share. Which off cause globalisation has made the world not only globalised but very competitive. Also, as these foreign investors are expanding they have to be cautious on issues such as culture, negotiation, risk and most importantly the politica l environment. All these issues we be examined in the rest of the dissertation. The research method used is based on case studies. Which are real life examples, showing the success of one firm to the failure of another. At the end one discovers that culture has its own trait into the Chinese working society, based on established theories. Means of Entering China: When entering China, western companies have 3 investment vehicles that can be used, Equity Joint Venture (EJV), Wholly Foreign Own Enterprise WFOE, and foreign-invested companies limited by shares (FICLS). Traditionally and in the past foreigner and western companies enter through EJV using a well connect Chinese partner or middle man, this trend is still stand although in some sectors. Today china is changing, more and more opportunities are created and more challenges face western companies. More western companies are entering and have begun to explore the chines market through WFOE as the best alternative. Although EJV and WFOE are similar in terms of corporate liability and taxation and operate within the same foreign exchange rules. One of the reasons for changing tend would be the time. It takes more time to establish an EJV than a WFEO. WFOE are faster to set up and easier to manage. They allow managers to expand operations more rapidly and meet only minimal resistance from au thorities. Harvard Business Review 2004. Another reason would be the limitation and underperformance of EJVs. Western companies investors are finding greater managerial control and flexibility which makes an excellent start for the competitive market in China. Some analyst describes the new emergency of WFOE as dramatic in china. Access to Chinese markets through a Joint venture is more limited than many foreign investors have hoped, and much more limited than most Chinese partners can deliver.   By 2002, WFOEs comprised nearly 65% of the approved projects and by value 69% of the deals.  Ã‚  Its expected that WFOEs will grow even more in number and value once more of  Chinas industrial sectors become open wholly-owned ventures that are currently restricted to JVs. Some advantages of WFOE is that it gives greater protection of intellectual property rights, know-how and technology since no partner required and therefore more control of IP. It also helps with greater efficiency in its operations like mentioned above, including management and future development. In addition the ability of converting RMB profits to US dollars or other foreign currency for remittance to their parent company outside China. U.s household products company had entered china through an EJV in 1990 with Shanghai Jahwas corporation. Jahwa was Chinas largest cosmetic manufacture. The two companies had conflicting interest and the result was devastating. First the US Company intended to capitalise on the Chinese base company for distribution, brand equity, guanxi in other to push its own production line. On the other hand Jahwa Home Base Company was looking to the foreign company to upgrade the companys technology and increase its competitive capabilities both locally and abroad. Having direct direction, aims and objects except for sales, the joint venture went into halt for 3 years. Following that was a we drawer from Jahwas selling all it shares. This action left the American base company seeking a new local partner to save its investments and to save face. Such actions and the Chinese culture make it extremely stressful and risk taking for western companies to undertake in an EJV. In contrast to Jahwas and the U S base company, the experience of Johnson and Johnson a western pharmaceutical company that entered china as part of an EJV is slightly different and optimistic .The company entered China as an EJV, Although this had been successful, but a change in strategy came in 1992. The company decided to launch new products in oral care, baby and feminine hygiene but as WFOE, looking for more control over sourcing and marketing. This result was achieved, ever since the introduction of the new venture, revenues have increased 40 % to 50 %. Following, that was the decision from the company to continue its business operations as WFOE unless they were given a great and major offer from a Chinese partner. In respect of the different cases, it is important that western companies enter china through the right way, either EJV or WFOE demanding on the offer and the possibility of gaining market share. Although this is exaggerating for western companies to enter and gain market share due to the level of local competition, but having the right partner and long term sight might bring the puzzle together. Despite the criticism of EJV and the thought of been left to hang out dry there are also Chinese in the market looking for westerners to join or buy part of an EJV. This on its own is increasly happening. Short Term and Long term Results This is important for new investor or foreign companies planning to enter china. One would have to look at the long future not the short term. There are uncertainties about political stability and the market economy. What could go wrong? Could it affect the companies aims or objectives. In the case of china, the future some is bright, a rising star, with a demanding population there might always be a market and most especially consumers. Most western companies might not want to enter the Chinese market on the short term basis because of uncertainties, however in most cases it is impossible to do. They end up finding themselves in the market for the long term. Several multinationals are approaching China as a long- term strategic market, and they are investing large sums of money to help build sustainable long-term positions. In the short term, the result might not be as expected, and it is unlikely to make profit gain market share. Companies would have stages to under go, from introd ucing the brand, acquiring consumers to keep sales stable. Many western companies look to the case of Coca Cola as an early entrant in the Chinese markets and back the arguments that one must be around a long time in other to achieve best results. The case of coca cola When Coca Cola entered china in the early 1980s, it wasnt well received by the consumers. The market was saturate with different soft drinks, most being lightly colour or orange flavour. In that case Coca Cola changed strategy and began to invest in sprite and Fanta. While doing this Coca Cola never lost sight of pushing its brand forward. It continued to invest in branding the product coke. By the early 1990s consumers began to accept the soft drink that the sales of other began to decline. Sales of Coke to Sprit volume ratio was four to three. In contrast, Pepsi- Cola has been less successful with 7-Up, the Pepsi to 7-Up ratio is four to one. Coca-Colas long- term success has been also involved taking as much control as possible of its joint ventures. When the company first entered china it was force to merger as a joint venture. It formed an EJV with China National Cereals, Oils and Foodstuffs Import-Export Corporation (COFCO). However in 1988 when regulations changed and where more relaxed, the company moved quickly to buy shares from its partners, having full managerial control of firm. It was complete, coke decided to invite 2 new partners when establish a new joint venture. The partners were Citic China International Trust and Investment Corporation, Swire Pacific, and Kerry Group. Citi is a state owned companied founded by Deng xipong, this relationship between the two partners could if not used as a basis for developing guanxi or influence , related to the process of doing business in China. Though the case of Coca Cola was succefully and showed how the long run paid off the company today the company has gained enormous share in the Asian region with China being the third just after Philippines (see chart below) so did other early entrant like Volkswagen report to be successful over the long peiod of time, growing at double digits per year. However, some other western firms have found it different. But Peugeot entered the Chinese market at the same time as Volkswagen, and it has lost tens of millions of dollars each year since 1995. This brings us to the argument of why are short-term results so important? Turbulent market such as Chinas, sustainable long-term positions are necessarily built on a series of successful short-term moves. Short-term results can help build brand recognition, attract local talent, and secure support from the parent company, which can create a virtuous cycle. Source: http://fliiby.com/file/328720/m6qct0zqis.html. By contrast, a vicious cycle is established when a multinational company sees no positive short-term results. Rather than revise the companys strategy, managers typically justify underperformance with the argument that China is a long term market. However, the hard truth is this, when no positive short-term results are seen, critical mass is not achieved, so the overhead cannot be spread over a reasonable volume. Therefore, the operations lose credibility back at the home office. As a rule, the China business is then scaled back in order to reduce short-term losses. What MNCs have to put in mind is that, in general, market share falls and the Chinese operations are second guessed; How far should we go, How hard should we push, When will we see results and How attainable are the long-term targets .Drawing upon these dynamics, players that want to be around over the long run had better be making the right moves today or they we be sitting on the side-lines before tomorrows game even be gins. It doesnt mean that MNCs have to get every thing right? No. Everyone makes mistakes. Moreover, multinationals must learn from their mistakes and learn fast. Long term success is best achieved through measurable short-term results. Guanxi Guanxi can be roughly described as a type of social capital that is developed between two persons via a process of reciprocal exchange (Gregory Osland 993). Has become a familiar term among those involved with Chinese society its creating personal connection, networking and a valuable asset for any one thinking of investing or doing business in China. Access to Chinese markets can be hindered by what is thought to be the great door-opener guanxi. Therefore, guanxi has long been touted as an invaluable asset to western investors. This concept is different to that of the west. Westerners put a premium on the networking, information, and institutions, the Chinese place a premium on individuals social capital within their grow up friends, relatives, and close associates. Although today some argue that the role of guanxi is fading, as some Chinese business practice the western style of business. According to Hexter and Woetzel 2007, more and more western companies are finding out that the scope of their Chinese partners guanxi is limited, which may take them in directions that are difficult to control or may not be strategically suitable. In addition, some companies are finding that guanxi may not be cost effective. This doesnt underestimate the force of having guanxi, it remains an important social force. More often than not, the person with the best guanxi wins. Although the key to using guanxi as a way of establishing reputation is to focus on developing and maintaining a network of high-quality contacts while maintaining the focus on the discrete relationships that constitute the network. Organizations can establish themselves as reputable in China by having a multitude of organizational participants engage in guanxi -based business practices. However, guanxi remains a product of individuals and becomes an organizational asset only to the extent that individuals are willing to use their guanxi in order to achieve organizational objectives. Maintaining guanxi Maintaining guanxi in china is essential and important. It is also important even critical to note that the entire process is embedded in discrete relationships. One must continually invest in their guanxi networks In order to maintain the network and relationship. A survey conducted by the Hong Kong Independent Commission Against Corruption (Anonymous, 1993) found that Hong Kong business persons spent 3 5 per cent of their total operating budgets to cultivate guanxi in China. Yan (1996) found that in the north China village of Xjajia, households spent between 10 and 20 per cent of their disposable incomes on nurturing guanxi relationships. Indeed, the cost of maintaining a guanxi network can be quite expensive (Park and Luo, 2001; Yu, 2002 ; Fan, 2002b). However, the penalties for not continuing to invest in the relationships can be rather substantial. According to Tung and Worm (2001), Most European firms appear to have a basic grasp of guanxi. However, these same firms do not appear to recognize the importance of continued investment in the guanxi relationship. Most of the firms surveyed by Tung and Worm showed a reluctance to engage in substantial social activities outside the normal work environment. Consequently, the depth of relationships developed was substantially hampered (a limitation on the quality of relationships established). At the extreme, a failure to focus on the long-term relationship can be perceived as an expectation of immediate pay-out, which can be interpreted as an attempt at bribery. Such a perception can have a devastating impact on reputation. Succeed with Guanxi Having guanxi is only for starts, succeeding with it will yield the owner the benefits Davies  et al. (1995) highlighted a number of benefits to be derived from guan xi: It can serve as an information gathering mechanism; It can act as a means of securing access to important resources; It smooths the process of gaining privileges such as government licences etc.; It is often used to enhance company reputation; It can contribute to the building and enhancement of competitive advantage; and It can serve to open doors where once they were firmly shut. While trying to succeed with guanxi. It is important to note that guanxi remains the product of the individual. It would not only be inappropriate to describe an organization as having good guanxi but difficult in the true sense to achieve .the only way organizations can have the concept as an assets is through its employees. In most cases these who are amongst senior/ high ranked employees, especially in western companies. But the dilemma is that guanxi becomes an organizational asset if the individuals one have it, two maintain it (and that would require at an escalating manner) and thirdly are knowledgeable on how to succeed on it in order to achieve organizational objectives. An organization with the greater number of individuals possessing guanxi has greater possibilities of getting deals done if not faster. It also gives the company greater reputation causing a multiplier effect. In that case organizations should endeavour to promote and support the development of this concept within its employees. Incentives like rewards or bonuses can be given to individuals using guanxi to promote the companies core objective. In that way employees would be enthusiastic about the approach especially westerns who come with a different way of doing business. Negotiation They have different basic cultural values and ways of thinking when it comes to negotiation. The westerners are known to prefer quick meeting and getting deals done fast. The chines on the other hand are known for their long courting process and as some would say Friendship first then business. When it comes to doing business any way, the art of negotiation is important, if ignored could lead to the end of the deal before even getting to start. Westerns approach negotiations with an informal attitude while the chines are formal. What ever the case maybe, communicating in the same direction is needed. However some argue that there are a lot of communication break down that exist between western and Chinese businesses. One of the causes is the failure of westerners to understand the broader context of the culture and values in China. However problem that too often leaves western negotiators confused and whirling. (Harvard Business review pg.32) Western and Chinese approaches often appear incompatibility. Westerner see Chinese negotiators as inefficient, indirect, and even dishonest, while the Chinese see western negotiators as aggressive, impersonal, and excitable. Such perception has deep cultural origins. Yet those who know how to navigate these differences can develop thriving, mutually profitable, and satisfying business relationships. The Chinese cultural threads are shown through the way of negotiation. Cultural threads are like agrarianism, morality, and wariness of strangers. Most western business people often find these elements mysterious and confusing but ignoring them at any time during the negotiation process and the deal can easily fall apart. Culture and Business Hexter and Woetzel 2007 The culture and government of any country could have a significant effect on businesses and China is no exception. Today in China western companies find that the government is quite different. Past of the reason would be that in the last 25years, China has passed more than one thousand laws and regulations related to commerce and distribution, limitation of foreign businesses have been relaxed . Allowing private and foreign enterprise to join and merger with local Chinese businesses or even as wholly owned foreign enterprises in most industries. This approach is most welcomed from MNCs as a choice of entering as mention above. Government also has established the necessary legal codes for mergers and acquisitions (MA) of both state and private assets. In China the role central and provincial governments in the business sphere have become more defined, and decisions more open and transparent. The central government, for instance, today tends to exert more contro l over businesses earmarked for national development, such as high technology and aviation, less control over businesses such as consumer goods or food processing, where provincial and local governments with their growing economic clout compete to offer substantial investment to woo business opportunities. These remarkable developments mean that today western companies in China will find a clear, well-trodden path for almost every activity they may want to pursue. Foreign investment law is much better developed Nevertheless, western companies need to focus on their relationship with the government to achieve success has changed. However, in some ways this appears to be a dilemma. On the other hand, transactions occur, and the government is involved in every one all foreign invested business needs government approval and therefore government relationships must be maintained. The ability of a company to make future deals with the government rests on how well it executes the deals it has already made, including the service it delivers to customers and its ability to hit financial performance targets and thus return expected tax revenue to the government. Therefore, China has been more critical, then for western companies to work with central and local government on day to day basis to identify new opportunities. With more western firms in the field, and much greater competition among foreign -based and domestic companies on the ground in every sector, government has almost no choice but to ado pt more routine processes to manage access. The average CEO will find it much more difficult to see the minister in Beijing nowadays. Conclusion In conclusion doing business in China involves many challenges but also provides many rewards. Challenges include cultural misunderstandings, consumer diversity, and the vast size of the country. However, China is a unique business environment The world is expanding and China in its own way has received in an influx of international companies. Western company in their own way have influence the Chinese way of business, its national culture and identity remain steadfast. Their culture is embedded in the way they do business and management style. But its uniqueness and characteristics is what westerner companies face as a major challenge till today. Multinationals organizations seeking investment opportunities find this an enormous task of researching into the Chinese corporate culture. Now many western companies have recognised the need to under the corporate and local culture than persist in China. ( Pang, 1998) In previous years possessing qualities like guanxi was highly valuable but today with the changing atmosphere having high influence would be more beneficial. Finally if western companies aim to be successful in China they must radically improve the way they execute in the country. High performance is difficult in a country with high competition therefore western companies must increase they scope, maintain high/ quality productivity. They should adapt global managerial practices to the realities of Chinese context (Harvard business review 2004, p 171) not forgetting to embed also the Chinese rules and elements. Companies could always tumble in how they execute tactic and approach in china. The wrong tactics or bad execution of good strategy has terrible consequences. But good tactics and execution on the level that western companies would accept of their operating managers in competitive developed market is exceptional in China, even harder to define. Until now many multinational did not need to focus as relentlessly as executing to world class stands in their china operations as they did in other market. Western companies would urgently need to improve performance is nearly every aspect of their operation in china, if they are going to be profitable in the short or long run and indeed if they are to survive in china. In addition other relevant elements would be securing government permission to enter the market, picking the right joint venture partner and then selling existing brands at premium prices in the right cities to right customers. Time and time have shown that those who make smarter choices about joint venture partners like coca cola, brands cities and distribution networks tends to fair better than rivals. Moreover the reforms in the government and plans to use the WTO entry requirements to force the domestic reforms. many believe will make Chinese firms competitive internationally in the coming decades. So in a remarkably wide range of sectors, western companies must now think seriously about their ways in China and those of their current and potential competitors that are likely to affect their wider future global opportunities To be sure, China will remain an exceptionally challenging environment. It is a country with inadequate legal protections, rampant intellectual property right violations, massive government interference, and severe price competition from state subsidies firms. However Beijing desire to expand the service and private sector, combined with its willingness to allow foreign firms to compete nearly across the board, means that the china market is ever changing and now becoming a real opportunity just as the purchasing power of Chinese consumers is beginning to increase. Western companies should try to try this into their advantage just like Ikea has done in china. Entering the Chinese market in 1998 as an EJV, with a low pricing strategy and today has captured 49 % of the furniture market in china. Although as they say patience is a virtue, Ikea had waited for 10 years before its success came in the Chinese market. In the near future China is likely to remain the worlds fastest growing major economy therefore western companies should turn the situation into their advantage and gain global market share while the sun shines.

Managing Change Project Of Vodafone Marketing Essay

Managing Change Project Of Vodafone Marketing Essay This report contains the idea of organizational change. This change is wide and not smaller changes like adding a new person, structural change and management processes, innovation of new products new techniques and merges (cross border or etc). Change is caused to achieve a goal. Background of Vodafone: VODAFONE is a global telecommunication company and it is the worlds largest mobile telecommunication company measured by revenues and it is the worlds second largest company if measured by subscribers. Head quarter of Vodafone is in Newbury, United Kingdom. Proportionate figure of customers of Vodafone is 347 million. Vodafone operates network in 31 countries and has partner networks in other 44 countries. The name of the company VODAFONE came from Voice data fone. This name is chosen by the company to reflect the provision of voice and data services over mobile phones This is the original Logo of Vodafone formerly used. Then in1997 the new logo of Vodafone is introduced i.e. the speech mark logo. This Public Limited Company was founded in 1984, emerged from Racal Telecom (1983-1991). The chair person of the company was sir. John Bond. Changes in Vodafone: HUTCH to VODAFONE With the entry of VODAFONE, A new company was emerged named VODAFONE ESSAR, which was formerly known as Hutchison Essar. Vodafone Essar is owned 67% by the company VODAFONE and 33% by Essar group. Vodafone Essar, founded in February 2007, is the second largest mobile operator in terms of revenue and third largest company in terms of customers. Vodafone Essar, head quartered in Mumbai, Maharashtra, India, provides Mobile Networks, Telecom Services and etc. Initially around 1995 Vodafone Essar was MAX TOUCH then around 2000 it was ORANGE. In December 2006, Hutchison Essar re-launched the Hutch brand nationwide, consolidating its services under a single identity. Then in 2007, the deal occurred and Hutch is turned to Vodafone. Problems: Marketing Services New business director of Vodafone How to get new customer How to introduced new products Levels of Vodafone change now days: Vodafone telecommunication had a revolutionary change. It was planned a dominating strategy. And also get a good opportunity in markets. Characteristics: The change in the Hutch to Vodafone redefined existing parameters. There is a change in organization structure and technology of Telecommunication. Objectives of change: Changes are occurred to encourage the individuals to think and crate something new. To make a competitive attitude in them to face the global economic and market environment, these changes are required. The customers are provided with good services by this change. Vodafone has changed the internal and external culture of the organization. Vodafone has introduced providing continental call rate to the customers increased sales. To survive in the market they started new technology and packages. Vodafone wants to recruit individuals who have thorough knowledge of managerial and technological skills that can create a great impact on their personality and character. To increase unit production, individuals are encouraged to be a leader to take responsibility efficiently. The change has been occurred to cause a paradigm shift by creating a dynamic and positive learning atmosphere and changing our corporate culture. The change helps Vodafone to adjust with knowledge based economy. To make the staff Knowledge workers they are provided with basic conceptual training and latest managerial concepts skills. Changes help them to take the challenges of modern business. The purpose of changing in Hutch to Vodafone that to get good result in this competitive market. P2. Organizational Structure of Vodafone: The function of Vodafone is centralized. The policy and strategy of business administration are made by the group of chair man and board of directories. They also bring about changes in the organization. Chief Executive Mohammed Rizwan Management Board Marten Pieters Reporting to the Chief Executive Arun sarin Customer and Operations Executive Dolrina ghosh Source: www.vodafone.com The above mentioned people are involved in planning strategies and responsible to carry the policies into effect in the organization and begin the new development in Telecoms industry in Vodafone in this competitive and challenging atmosphere business changes is taking internal and external challenges by which it occupied the headlines of Vodafone change life. P2. SWOT ANALYSIS OF VODAFONE: Strength: The biggest strength of Vodafone is their brand name. Vodafone is a telecom giant and is very old so it is obvious the brand equity is very high and established. The wide area of Network of Vodafone is also a strength of this company. It is still covering continuously more and more regions and places which are not covered yet. The advertisements and other promotional activities are also included in the strengths of Vodafone. Weakness: The weaknesses of Vodafone Company are very less. But, weaknesses should not be ignored otherwise they can turn into loss in future. The weakness is the schemes and offers provided by the company. Obviously they are good but looking at the current competitive market of telecom we can say they are not up to the mark. Vodafone has the concepts which most of the other brands have in their company. No innovative concepts are there with Vodafone. So, it is beneficial for the Company to bring some innovations and build a distinct image again. Opportunities: Company can do many things to remove its weaknesses and enhance the growth of the company. As discussed earlier, company is a bit common in providing schemes and offers i.e. company is having common schemes so it can be done by the company that they bring some innovations in their brand, they can launch a new sub-brand with a trendy personality as TTSL did with Tata Do Como. And many more. Vodafone also have a great opportunity of entering into CDMA market. Threats: The company is surrounded with various threats as it is one of the biggest telecom companies in India. Company has a weak point in innovations. The most promising innovations in offers, services and schemes are of Tata Do Como a new brand of TTSL and NTT Do Como. Vodafone can be taken over in that particular matter by this company or any other company. So, this should be kept into consideration. P3. Services provided by Vodafone after changes: Alternative forms of Organizational development 7 Ps of SERVICE MARKETING In the marketing Mix of Physical products the the main 4 Ps are- Product Price Place Promotion And these 4 Ps are called 4 Ps of Marketing Mix. But as far as Service Marketing is concerned, three additional Ps are there. So in the matter of Service Marketing, The important Ps are 7. Which are- Product Price Place Promotion People (actors and audience) Process ( Performance) Physical Evidence (setting, props, dà ©cor, design etc) Transferring the structure into Decentralized: From Centralized To Decentralized Form Function driven Purpose driven Closed Open Parts Whole Top down hierarchical Local focus Controlled Empowered Boundary less Centralized Distributed/ Networked Departmentalized Connected Sameness Diversity Stability Growth/ Change TASK- TWO P4. Reason of change in Vodafone: The chairman and board of direction of the Vodafone are trying to downsize in the organization to develop the organization future and reputation and fame against its competitors. Though for the last few decades they had enviable place in the market but in the recent years they occupy 15 percent of the market of high competition with other services. So they should bring about a huge and meaningful change in Vodafone the main focus to change variable are followed:- Reduction in cabin crew Internal and External change Financial losses Drop in profit Increased competition Loss of Market Share Technological development Cultural change Factors Forcing change: Vodafone are being pressurized over the last few years both internally and externally. So the group of chairman and Board of director have decided to bring some chapters like ® Commenced a new dimension in lieu of standing still; a new corporate identity was introduced, heralding an E6 billion development program and new strategic direction. Change internal and external culture Cost must be cut down Technology should be changed (new logo, Network, services) Increased competition Changing market Inner Factors forcing change: A formal research can identify the internal factors that force to create a change in organization. DESCRIPTION of 7 Ps OF VODAFONE As the VODAFONE is a Telecommunication SERVICE, These 7 Ps are applied to Vodafone also. So here is a small description of the 7 Ps of Vodafone. Product- A service product Telecommunication Price- Various pricing and plans available Place- Availability worldwide Promotion- Advertisements, sponsoring, Events People- Vodafone provides services to 106,347,368 people, service provider Vodafone Essar Process- It includes the performance of the service. Physical Evidence- Props provided with services. Like in foreign countries mobiles phones are available with the telecom services, Impact of stakeholders by following Factors: External Forcing change: The external factors that create change in an organization are: Economic: If an economic crisis is created all over the world it will force to cut down the cost of international call. Fluctuation in all sim prices affected consumer spending for 13 years in the age of more acute competition market and business administration, for continuing the long term business reduced capacity slightly during zoos on a recession plan. Political: Sufficient security measures must be taken by Vodafone to attract customers confidence and trust because of the threats of miscreants in the past. Social: Social factors are also providing a good opportunity to Vodafone as well as consumers. So a change in cultural stage is necessary for potential opportunity for growth. Environmental: The improving environmental quality and noise impact on local communities while doing the call of relative side disturbance are there thats why they change there network (change network, changing bill) Resistance against change: Vodafone was obstructed by union, Government department of labour and development, local and Environmental conditions who gave the high pressure. Union was displeased with down rising decision of company. Union called for a strike. Many people are unaware of the importance of change. Often there are disagreeing goals in the company. Costs should be reduced to increase resources and to achieve change. Organizational change often creates an adverse situation in case of how the members want to do anything. So literature discusses most of the organizational change. Evaluation of new procedure for manifestation for change and successfully implementation of it is first and foremost priority of the managers of the organizational communication with staff as well stockholders are not all as a manager one have concentrate on judging the situation also before providing a step towards implementation of the new strategy. They need to judge the delivered message effectively with some sort of readiness. It is essential to acknowledge the people related to the organization about the necessity of change and provide them a crystal clear ideal about the strategy, they are going to adopt. It will be surely increase the desire arrange the shareholder. Communication should by do which keeping the business policy in the mind and convey the risk factor associate with it without creating any panic. In every step of the evaluation procedure as a manager they need to keep the customer up-to-date about the each step so the procedure can provide them feel good atmosphe re. They need to establish a communication plan at all level of their employees whether it would be frontline employees on it be supervisor. This will provide them better idea about the situation. They also have to organize training program along with awareness program to make their employees used to with the changed process and future strategy. Training program must features points like skill, knowledge and behavior necessary for the implementation of the new strategy. After implementation of each step analysis should be done thoroughly to identify the mistakes and adopt proper measures to avoid the repetition of further. Training program should be conducted in the beginning of the implementation procedure to avoid the interruption while going on. As a manager it is duty of an individual to rectify the suitable approach to reach the target of the adopted plan. Forecasting policies with flexible mode can be helpful in case of crisis. Financial Situation of the Company VODAFONE Vodafone earns enough money as it is a telecom giant in the world. Some figures related to their earnings are as given below. Voice services 5,011 crores Messaging 175 Crores Data services 350 Crores Other services 560 Crores Vodafone Essars revenues are more than twice that of IDEA Cellulars Rs 2,987 crores for the quarter ended on June 30, 2009. The Revenue of the company is  £44.47 billion as per the records of 2010. The Operating Income of the company is as per 2010 data is  £9.480 billion. Profit of the company is 8.645 billion as per the data of 2010 Total assets of the company as per 2010 data is  £156.98 billion Total Equity of the company as per 2010 is  £90.38 billion. P5. Evaluation of change management and Research analysis in Vodafone:- Changes: Engineering, design, structure, new call rates and new technology equipment are the types of issues that are to be changed. Changes in market shares: After changes in hutch to Vodafone there is some effect on the market shares for one month market shares of Vodafone was down and after one services launched by Vodafone its bullish. Change in Technology: Technological changes are required in the company to improve both attributes of organic and mechanic conditions to acquire creativeness and effectiveness. RESEARCH AND ANALYSIS The best way of getting an idea about whether the product is appreciated by the people or not, is to ask people themselves! Here is a survey made to know the views of the customers about the telecom service. What are their views about the service and what they like and what they dont like about the service. I passed the same questionnaire to 50 VODAFONE users. They gave their views on all the points so that we can have an idea about the status of the brand in the mindsets of the customers. Here is a Research result for VODAFONE. People have to RANK Vodafone out of 10 in Network, Offers, Advertisements, Services, Customer satisfaction activities of the company and over all rank for the company. The top 10 countries Average connection speeds are as follow. Source: https://www.myciscocommunity.com/servlet/JiveServlet/showImage/38-2677-21576/connection-speed-country.png As we can see Vodafone customers are highly satisfied with network provided by the company. But they are a bit dissatisfied with the offers provided by the company. So company needs to provide some more attractive and beneficial offers to the customers to turn them into loyal and delighted customers. Otherwise people like their advertisements and giving good response. In addition, services provided by the company are also good to attract the customers towards the company. An overall ranking is also good for the company. And more than 10 countries are speedy connected with the Vodafone. But a main point is of the charges of the service. One more question is asked to the people that Is VODAFONE a costly service? Here is the output 47 people said yes, Vodafone is a costly telecom service. In a developing country like India, the main question of the life is of money. And if the service is costly then the company will lose that part of the people as their customers. So it is advisable for the company to reduce the charges of the services and also include lower budgeted people. TASK- THREE P6. Model of Change management How to become the CENTRE OF ATTRACTION? (EFFECTIVE MARKETING OF VODAFONE) The most important task of a businessman is to Market his product in such a way that people get a clear idea about all the factors which were actually meant to be conveyed. The product should be presented as a different and beneficial from others. If the product is not proved different from other products in the same category, than the product will be only a commodity and will not be able to create a brand name. Creating a brand name is a very important task of an entrepreneur. A brand name creates loyalty in the hearts of the customers. A distinct image of the product is created in the mindset of the customers. But how to create a brand name? What should be done to have good brand equity for the product? That depends not only on Logo, Name, Label and Punch line but also on how you present your product in front of the customers. And that is nothing but the marketing of the product. In case of telecommunication companies, the point will be of marketing a SERVICE. Vodafone cellular operator is not providing products but it is called SERVICES. So, in this case the main point would be of putting the most effective and interesting schemes so that the customer gets attracted and New Customer Addition goes high with the passage of time. The principal task of a telecommunication company is to provide services only but to provide it in the most effective manner is a sign of a good marketer. A good marketer forms a good marketing strategy. What are the best things about the marketing of Vodafone? Why this brand attract the subscribers more? These are some points which make them popular and CENTRE OF ATTRECTION for the customers. VODAFONE in India (Vodafone Essar) Vodafone is serving in India also. Vodafone has acquired HUTCH (Essar group) of India up to some extent. Vodafone Essar, which is made from Vodafone Group and Hutchison Essar Group, has decided to sell their products on the name of VODAFONE only. And then the product name is changed from HUTCH to VODAFONE. Headquarter of Vodafone Essar: Peninsula Corporate Park Ganpatrao Kadam Marge Lower Parel, Mumbai 400 013 India Source: Created by own after studding information from www.vodafone.com P7. Implementation procedure of Technology change: Latest technology: Vodafone Essar, Indias third-largest mobile carrier will launch third-generation (3G) services in the country in the January-March quarter of 2011 and plans to spend up to $500 million within two years on its 3G networks. Mobile money transfer services: In March 2007, Safaricom, which is part owned by Vodafone and the leading mobile communication provider in Kenya, launched a mobile payment solution developed by Vodafone.  M-PESA is aimed at mobile customers who do not have a bank account, typically because they do not have access to a bank or their income is insufficient to justify a bank account. The M-PESA system allows customers to deposit and withdraw cash via local agents, and transfer money to other mobile phone users via SMS. By February 2008, the M-PESA money transfer system in Kenya had gained 1.6 million customers  and Vodafone announced that it was to extend the service to Afghanistan. The service here was launched on the Roshan network under the brand M-Paisa with a different focus to the Kenyan service. M-Paisa was targeted as a vehicle for microfinance institutions (MFI) loan disbursements and repayments, alongside business to business applications such as salary disbursement. Other Plans for implementation Education: the employee must educate properly in order to cope with the organizational changes that has occurred within Vodafone to have a proper knowledge about the change management. Chipping in: the employee must take part in the decision making and problem solving procedure in Vodafone Stake holders involvement: The stake holders should be provided with proper feedback about the management change that has taken place with Vodafone. Communication: A transparent communication will led to better implementation procedure and this will facilitate proper negotiation procedure within the organization. Recommendation: There are different processes of training programs which adopts new technology and help the company to attain success. People can easily communicate with each other if the structure of the company is divided into several parts. To break the bureaucratic system power must be given away in hierarchy level. To create a change in the organization an experienced consultant can be applied. The company should get more feedback from its employees so that it can be able to understand the problem and take decision to resolve it. Employee should work altogether in team to manage the change. Contingency Plan:- Strong business rational with develop business plan increasing of employee satisfaction is needed. Proper effective involvement of employee plays key role for change. Vision leadership: Proper commitment from leaders guidance from link manager help the change agenda to follow the organization. Empowerment: Employment of maximum eligible employee develops the productivity as well as progress. Charging of working environment involving culture management of people develop performance of business also improve the quality of employees lives. SUGGESTIONS Vodafone can be called as a leading company of telecom industry because this is the brand which is still growing and covering more and more areas. But, the company should also watch out for the new coming companies which are quite promising. Currently, it is obvious that Vodafone is far ahead of the other companies. But it should also be considered that some of the company which is running behind Vodafone has the concepts, schemes and facilities which Vodafone dont have in spite of being such a successful company. And undoubtly the innovations brought by some companies which are new say Do Como, MTS and etc are fantastic and effective. So Vodafone can renovate the services provided by the mind attract the new customers. CONCUSION: To conclude the report, it can be said that Vodafone is one of the leading companies today in the telecommunication industry, promising company considering its speed of growth, New Ideas, Young generation mentality and Identification of needs of the customers.

Racial Prejudice and Bias Against Hispanics Essays -- Sociology Racism

Racial Prejudice and Bias Against Hispanics At some point in life, every individual has been treated like an outsider. It occurs often with children or teenagers. However, one can still be regarded with this attitude as an adult. Furthermore, an entire group can feel as if they are being treated as an outsider, and sadly enough, it does happen regularly. One author, David Hernandez, spoke about these occurrences through his poem â€Å"Pigeons.† With his poem, Hernandez argues that Hispanics are never treated or viewed as insiders, but always as outsiders. Sadly enough, I would have to agree with Hernandez’s argument, for in his poem he concludes that Hispanics are viewed as â€Å"weird† because of their culture, are deprived by the public, and are not accepted by any of the other cultures within the American society. In the very first line of his poem, Hernandez throws out a shocking argument statement. This line reads, â€Å"Pigeons are the spiks of Birdland† (Hernandez 1023). This is extremely shocking since Hernandez was Hispanic, yet he is calling his people â€Å"spiks† and â€Å"pigeons† in degrading ways. Nevertheless, he does it to make a strong argument. First, he says that his people are viewed as pigeons because their culture is seen as weird and odd. I would have to say that I agree with Hernandez’s feelings on this, even though I do not agree that this is the right attitude to have toward Hispanics or any other race for that matter. Many times the Hispanic’s dress or the way they do things is looked down upon. It seems odd, though, that this is the attitude, since Americans have adopted several aspects from the Hispanic culture, such as pià ±atas at parties and their many types of foods like tacos, en... ...aces and by many people, â€Å"[Hispanics] are not accepted anywhere,† making them â€Å"the spiks of [America]† (Hernandez 1023). David Hernandez’s poem â€Å"Pigeons† makes strong arguments toward the fact that Hispanics are viewed with negative and prejudiced attitudes, are underprivileged by society, and are not accepted in many aspects of the general public, and with these arguments I would have to agree. Nevertheless, Hispanics are not the only group of people who are viewed with a degrading or biased attitude. Many other races are treated as outsiders, which is not right. Every human needs to reach out to others, helping each person to feel included into society. Works Cited Hernandez, David. â€Å"Pigeons.† Making Literature Matter: An Anthology for Readers and Writers. Ed. John Schilb and John Clifford. Boston: Bedford/St. Martin’s, 2000. 1023-24. Racial Prejudice and Bias Against Hispanics Essays -- Sociology Racism Racial Prejudice and Bias Against Hispanics At some point in life, every individual has been treated like an outsider. It occurs often with children or teenagers. However, one can still be regarded with this attitude as an adult. Furthermore, an entire group can feel as if they are being treated as an outsider, and sadly enough, it does happen regularly. One author, David Hernandez, spoke about these occurrences through his poem â€Å"Pigeons.† With his poem, Hernandez argues that Hispanics are never treated or viewed as insiders, but always as outsiders. Sadly enough, I would have to agree with Hernandez’s argument, for in his poem he concludes that Hispanics are viewed as â€Å"weird† because of their culture, are deprived by the public, and are not accepted by any of the other cultures within the American society. In the very first line of his poem, Hernandez throws out a shocking argument statement. This line reads, â€Å"Pigeons are the spiks of Birdland† (Hernandez 1023). This is extremely shocking since Hernandez was Hispanic, yet he is calling his people â€Å"spiks† and â€Å"pigeons† in degrading ways. Nevertheless, he does it to make a strong argument. First, he says that his people are viewed as pigeons because their culture is seen as weird and odd. I would have to say that I agree with Hernandez’s feelings on this, even though I do not agree that this is the right attitude to have toward Hispanics or any other race for that matter. Many times the Hispanic’s dress or the way they do things is looked down upon. It seems odd, though, that this is the attitude, since Americans have adopted several aspects from the Hispanic culture, such as pià ±atas at parties and their many types of foods like tacos, en... ...aces and by many people, â€Å"[Hispanics] are not accepted anywhere,† making them â€Å"the spiks of [America]† (Hernandez 1023). David Hernandez’s poem â€Å"Pigeons† makes strong arguments toward the fact that Hispanics are viewed with negative and prejudiced attitudes, are underprivileged by society, and are not accepted in many aspects of the general public, and with these arguments I would have to agree. Nevertheless, Hispanics are not the only group of people who are viewed with a degrading or biased attitude. Many other races are treated as outsiders, which is not right. Every human needs to reach out to others, helping each person to feel included into society. Works Cited Hernandez, David. â€Å"Pigeons.† Making Literature Matter: An Anthology for Readers and Writers. Ed. John Schilb and John Clifford. Boston: Bedford/St. Martin’s, 2000. 1023-24.

Good and Evil in Beowulf Essay -- Epic of Beowulf Essays

Good and Evil in Beowulf   Ã‚  Ã‚  Ã‚  Ã‚  In Beowulf, the conflict between good and evil is the poem's main and most important aspect. The poet makes it clear that good and evil do not exist as only opposites, but that both qualities are present in everyone. Beowulf represents the ability to do good, or to perform acts selflessly and in help of others. Goodness is also showed throughout this epic as having the ability to cleanse evil. Even though evil is presented by Grendel, Grendel's mother, and the dragon, who are filled with a desire to act against people and ultimately destroy them. Even pride, a human quality, is presented in Beowulf as a sign that evil exists.   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Beowulf takes it upon himself to announce several great deeds that he will perform to help countries in need. One of these deeds is his offer to King Hrothgar, in which he proposes to slay Grendel. Beowulf states, "Single-handed I'll settle the strife!" In this statement, Beowulf is simply stating that he will kill this evil creature, Grendel. Another selfless act Beowulf states is that he will slay Grendel's mother. Beowulf declares, "And I give you pledge, She (Grendel's mother) shall not in safety escape to cover." Beowulf promises to see to it that Grendel's mother will be killed. After Beowulf becomes king in Geatland, he shows his great ability once more by pledging to kill the fire-dragon. "The ring-prince scorned to assault the dragon," the poet said. Beowulf is said to have pled...

Discussion About Genetically Modified Foods Essay

Genetically modified foods: Beneficial views & Adverse views a. What is the possible risk for genetically modified crops considering nutrition and health? b. Whether the economic effects are the most important? c. Will it bring severe environment problems? III. Arguments for beneficial effects of GM foods a. Firstly, transgenic technology has made considerable progress in food applications. b. Transgenic food has successfully lowered food prices and ensured food safety. c. GM foods significantly reduce the environmental impact of agriculture. Introduction The author, Magana-Gomez, critically analyzed the risk assessment methods of transgenic food for human nutrition and health in the paper, â€Å"Risk assessment of genetically modified crops for nutrition and health†. Magana reviewed various modes including different feeding period, animal modes and parameters in the paper published in 2011 by Nutrition Reviews (Magana G, 2009). In consistent with his studies, negative effects of GM food were identified â€Å"at molecular and microscopic levels†. However, with our entry into the 21st century, genetically modified foods have undergone even faster development. However, there are also many doubts about the safety of genetically modified foods. Therefore, genetically modified foods have become a hot topic issue. Personally, although there are many controversies about GM food, I still insist on the research and promotion of transgenic food due to its diverse benefits. Views According to Curieux-Belfond CL, he could identify the factors that deserve consideration before â€Å"commercialization and promotion of transgenic food† (182). In this paper, â€Å"Factors to condider before production and commercialization of aquatic genetically modified organisms: the case of transgenic salmon†, the author took transgenic salmon as an example, in which Curieux-Belfond examined the corresponding impacts in terms of aquaculture, wildlife, ecosystem and human health. The paper published in 2011 by Evironmental Science & Policy suggested that GM food undoubtedly contributed to economic benefits without exerting too much extra burden (Curieux B, 2009). In the end, the author believed that the benefits of genetically modified foods far outweigh the disadvantages. Analysis of the benefits of genetically modified foods Magana’s argument is persuasive when he assessed the risks about GM food. However, since genetic engineering techniques have successfully transferred anti-viral, insect resistance, cold resistance and other genes to cotton, wheat, tomatoes and other plants, we can get stable new varieties of genetically modified, with low production cost and high-yield food, which will ease the world food shortage and reduce the use of pesticides to a large extent. Based on the above reasons, I will provide a critical analysis with the following specific examples which show his argument is partially wrong. Firstly, transgenic technology has also made considerable progress in animal food applications. At present, a variety of mammal and bird genes are successfully integrated into the genome of fish, which can significantly enhance transgenic fish muscle protein content and improve growth speed. With the development of genetic engineering technology, people have been freed from natural enzymes to a large extent. Especially when the enzyme obtained from natural protein material encounters difficulties, genetic engineering has the unique advantages of natural gene cloning (Seralini GE, 2011). Thus, it can be highly expressed in microorganisms with mass production by fermentation. At present, the transgenic enzymes are widely used in the food industry, such as maltose enzymes amylase, pectinase and the juice protease. The food nutritional quality modified by genetic engineering has also made remarkable achievements. For instance, the genetic engineering technology has been applied for seed protein improvement, which renders it possible to change the plant composition and amino acid content. Secondly, transgenic food has successfully lowered food prices and ensured food safety, which helps increase production and food supply while reducing the farm labor and pesticide applications, agricultural inputs and production costs (Weasel LH, 2009). In the future, GM crops have great potential in solving the food crisis. For instance, by applying transgenic technology to the human staple foods of rice and wheat, people can increase food production and improve nutritional quality, which will provide mankind with higher-quality food. Furthermore, GM foods have also proved effective in alleviating poverty and hunger. The world’s poorest 50% of the population are small and resource-poor farmers, while 20% living in rural areas without their own land actually depend on agriculture. Therefore, the increase in small-scale and resource-poor farmers’ income will directly assist 70% of the world’s poorest people (Curieux-Belfond O, 2009). So far, genetically modified cotton in India, China and South Africa have already made a significant contribution to more than 1. 2 million poor farmers’ income. The benefits of genetically modified corn in the Philippines and South Africa will be much clearer in the future. In addition, genetically modified rice has great potential to benefit 250 million poor families in Asia, whose benefits will reach 10 million people (Curieux-Belfond O, 2009). Transgenic food also helps to reduce land development. Transgenic technology has been developed to improve the current 1. billion hectares of arable land productivity through conservation of biological resources, thereby reducing land development and deforestation. Thirdly, I will demonstrate such improvement since they significantly reduce the environmental impact of agriculture. Traditional agriculture has a significant impact on the environment, and transgenic biotechnology can help reduce this impact. In the first decade of appli cation of genetically modified crops, by planting herbicide and insect-resistant characteristics, transgenic technologies have greatly reduced the use of pesticides, saved fossil fuels and reduced carbon dioxide emissions. Undoubtedly, genetically modified crops with drought-tolerant genes will improve water-use efficiency and maintain sustainable agricultural development, which will play an important role in easing the crisis of population growth and global food shortage (Artemis D, 2009). GM crops have also contributed to reduce carbon dioxide emissions in two main ways, reducing greenhouse gas emissions and helping slow climate change. First, by reducing fuel use, the spraying of insecticides and herbicides, GM crops continue to reduce carbon dioxide emissions. In 2007, genetic engineering has been stated to reduce 1. billion kilograms of carbon dioxide emissions, which is equivalent to a decrease of 50 million cars from the road. Secondly, herbicide-resistant GM crops help reduce tillage applications, which protects the land and enhances soil carbon sequestration. Conclusions Despite the many advantages of GM food, we cannot ignore the risks. After genetically modified foods have been taken into th e human body, they may cause harm to human health. Moreover, after a large number of transgenic crops come into nature, they may be biologically harmful to ecosystems. Since the risks of GM food is serous, it is important for us to reflect on it first. Any of the scientific and technological developments should be comprehensive and provide well-being for human life. If genetically modified foods can only increase our economic interests and improved material life without the moral, social and environmental harmony, they cannot be defined as making great contribution to social development. Therefore, whether GM food is a benefit or a disadvantage really depends on what kind of human values people hold (Qaim M. 2009). That is the question we reflect on deeply. In contemporary society, with the rapid development of science and technology, the economic situation of the human and the material standard of living has been soaring. It seems that mankind is taking great proud for the advanced technology. However, we should look back to what the living environment we rely on is subjected to. Therefore, genetically modified foods are seen as the savior of mankind, which is actually human self-centered ideology. Of course, with the continuous development of biotechnology and genetic engineering, human beings have the ability to create more genetically modified food.