Literature Review of Approaches to Strategic Change

Literature Review of Approaches to Strategic Change Organizations require change as they live through time. This change which adjusts according to new demands and procedures is known as Strategic Change. This paper sheds light on the importance and approaches of strategic change as an important part of the strategic management. It studies two models of strategic change management and an organizational example which requires strategic change. Introduction Pasmore (1994) writes that we live in a dynamic environment where change is happening to everybody and everything. He notes that this change encompasses our organizations as well. Pasmore (1994) further notes that many of us, even the organizations usually do not realize this change and this is where they face competitive disadvantage, assuming a non-monopolistic society. To deal with such changes, and also with many others, the educators and researchers of this world introduced the notion of strategic change. Strategic change is a concept involving a reorientation of an organizations resources, both human and physical, products, services and structure. An organization needs strategic changes to, Maintain, or enhance it competition position Grow Growth and stability is an important factor, probably which all organizations strive for. To keep growing then, an organization has to evolve. The market in which an organization exists is pretty much like our environment that surrounds us. Through the process of natural selection those fittest to survive the wrath of the natural change, live. The others disappear into history books. The responsibility of bringing about a change in an organization rests greatly upon the shoulders of the managers of the organization. Because of the variable and highly diversified nature of organizations, the theories and models of strategic change management are numerous. In fact, the truth remains that each manager of the firm can up with a new model to support and direct his organization. Nevertheless, researchers have developed models which basically serve the purpose of enhancing the thinking abilities of to-be or current managers and to actually provide them with a direction. Literature Review To define a complex concept like strategy in a line or two would be unjust to the concept itself (Sadler and Craig, 2003). The concept can however be explained by linking various phrases. According to Saddler and Craig (2003), strategy is the Purpose or mission The policies The decision Implementation of decisions Analyzing and utilizing strengths and opportunities Gaining competitive advantage Basically, strategy is the course of action used to achieve the major objectives for an entity (Brown and Harvey, 2006). Tichy (1983) defines strategic change as the modification in the structure, resources, products and services of an organization. In light of the discontinuous, large scale changes facing the world, organizations will be required to undergo major strategic reorientations.(Tichy, 1983) Because of various reasons, including the shift in technological progress and increase in overall market competitiveness, organizations are finding it increasingly indispensible to bring about strategic change (Brown and Harvey, 2006). When bringing about a strategic change in an organization, the consideration of the culture of that organization is extremely important because the culture of an organization includes basically the set of priorities and values in the air of an organization (Brown and Harvey, 2006). The reason why most strategic changes fail is the inability of an organization to deal with change itself (Hyde, np). Strategic Change: The Models The introduction section of this paper clearly points out that strategic change cannot be explained and executed through any one standard model. In fact, there can be as many models as the organizations in this world and probably more. Some famous models however do exist. This section therefore is going to talk about three of the models. CBA Model of Strategic Change CBA is an acronym for Conceive, Believe and Achieve (Black and Gregersen, 2002). These three are in general the three dimensions of the model. Talking in terms of the model specifically, Conception, Belief and Achievement have been defined as the brain barriers hindering the implementation and the execution of the change (Black and Gregersen, 2002). Conceiving the idea is actually making the employees see its worth. This includes making the employees believe that the current practices, that were right yesterday are not right anymore and therefore must be changed with new ones. This is probably the biggest obstacle that the executives face while trying to bring about a strategic change in the organization. Next comes, Believing! Black and Gregersen (2002) define this as the second brain barrier to bring about a successful strategic change. Under this point, the employees have to believe in the fact that the path they are taking to bring about the change is correct. That is, they should believe that they are doing that new thing rightly. Last is Achieving. The employees should have the sense of achievement regarding the successful strategic change. This factor is important for two reasons. Firstly because, you stop trying when you know you have achieved something. The knowing of the end point thus, marks the successful shift of strategy. Secondly, the sense of achievement is important to encourage undertake further ventures. These might sound like three, unconnected pieces. The binding force for these pieces then is the idea and need of Leadership. CBA model believes that without proper education, training and support of the employees, bringing about a significant strategic change in an organization is not possible (Black and Gregersen, 2002). Furthermore, this model holds that the executives should always be champions of the change. The reason is that the employees would always be as serious about the venture as the executives. Another model for strategic change considers teamwork more important than leadership (Fogg, 1994). This model deems the following factors as important when considering and implementing strategic change. Security of future Provision of roadmap Setup of priorities Optimized resource allocation Get inputs and ideas Gain commitment Coordinate the execution The factors are pretty self explanatory in their own self. The point or the binding force of these factors, according to the team based model is Team Work. According to this, working together and understanding each others needs helps bringing about the change in the true sense. Strategic Change: The Crux It is useful to be reinforced here that the last section, Strategic Change: The Models can go on infinitely. Starting from the day the term, strategic management was coined till now thousand of models for a successful Strategic Change have been made. Thus, it is impossible to fit in all the models in this paper. The crux however of successful strategic change can be defined. Understanding the Culture of an Organization Brown and Harvey (2006) state that the culture of an organization is in effect the values held and shared by the members, which differentiates one organization from another. Further Brown and Harvey (2006) state that the culture of an organization has the following characteristics: Individual autonomy Sensitivity to the needs of the customers Support Interest in developing and carrying out new ideas Openness of communication Risk management Understanding the culture thus, is extremely important because it is the employees of the firm that make up its culture and then again, it is the employees of the form that have to execute the change. Unless all the employees believe and change their working modes, significant strategic change cannot be brought by and any investment that is then done will be in vain. Balogun (2010) points out that the culture of an organization is the interlinked set of organizational subsystems in which the paradigm drives the visible manifestations of culture, such as the organizational symbols, routines and rituals, stories, control systems and structures. These assumptions and rituals then define the type of change that is being brought into the organization. This is to say that a change in these basics of the organization will bring about a transformational change. A change, holding the culture more or less constant is a realignment change (Balogun, 2010). Planning the Change Since the strategic change that is being brought to the firm will affect the future stability and growth of the firm, it is extremely important to take as much time as required to properly plan each and every detail of the change, smoothing out the rough edges by either skillful implementation or incorporation of policies. Fogg (1994) suggests that it is extremely essential for a successful Strategic change to be carefully and consciously tailor the planning course in accordance to the size, complexity, culture and strategic situation of the organization. This planning would be different for a firm in financial and competitive crisis and different for a firm that is seeking expansion. The process of planning according to Fogg (1994) involves three stages: Pre-work: departmental evaluation of the status quo including strengths, weaknesses, opportunities and threats facing the individual members and also the organization as a whole. Priority setting: Discussion on various proposals with respect to finances, environment, market, customers and the overall reputation of the firm and thus setting the priorities according to which the change will be processed. Strategic planning: Discussion of strategies, plan of actions, resources and communications to strategize the change. Post-work: evaluation of the completed plans. Working as a Team Hitt, Ireland and Hoskisson (2009) point out that according to research evidence, the executives who boost about their no mistake making capabilities are more likely to make strategic errors. Thus, when important structural changes are being brought to the organizations, the managers and the executives should work as a team and develop an open communication with the employees. The reason is that it is the employees who really know the work that is going on in the organization. Incorporating them as a team of the bigger picture can help bring about a successful strategic change in the organization. The teams can also be divided into various divisions. Hitt, Ireland and Hoskisson (2009) also mention that the organizations that have a heterogeneous top management i.e. executives with different educational and experiential background, can operate under the benefitting shadow of different perspectives. The idea of working as a team also focuses on the need of a leader for this processing. The leader acts as the central, integrating personality to whom people can deliver their plans and problems. Moreover, the presence of a leader is indispensible lest the entire organization becomes a cookery show where everybody is doing their own cooking and the result is a spoiled main dish. Somebody needs to host the show. Evaluating Finally, as the strategy for change has been implemented, it has to be evaluated. Hyde (np) notes that a change in the behavior of the employees or the general change in the culture of an organization is only visible after the change has been implemented. Thus, once the execution has been completed, the top management should require a proper evaluation of the changed organization. This is important for a lot of reason. The first and the most significant reason is to check whether the results are in accordance to the proposal or not. Punjab University Established by the British in 1882 in Lahore, Punjab University (PU) is the first university to be established in the Asian Sub-continent. It has given to the world gems like Dr. Abdus Salam and Har Gobind Korana. Today, it is a part of Pakistan, still headquartered in the lively, historical city of Lahore. Punjab University has over 500 affiliated colleges and hosts almost 350 examinations for over 450,000 students in Pakistan. Today, even though new universities have come about in Pakistan and Punjab Universitys position has shifted to a competitor rather than a monopolist, it is still a well reputed and looked up to institution in the field of education (Punjab University, 2010). The other side of the coin however is that Islamic Jamiat-e-tulaba, a student union, promoting (rather enforcing) the twisted, orthodox and chauvinist Islamic views in the University. This student body has a hold, stronger beyond imagination. Most of the members of this union are graduates who keep taking up degrees to stay in the campus hostels and thus maintain the hold. This union is funded by the members mostly. They also manage to pull out money from the Vice Chancellors of the University. Moreover, the overall environment of the University is now become conservative. Earlier where the cream of the student body went to PU, it has now become the third or fourth option for students residing in Lahore. Those out of Lahore, place it even down. Most of the professors who are currently educating the youth o Pakistan in universities like Lahore University of Management Sciences (LUMS), Lahore School of Economics (LSE), Institute of Business and Administration (IBA) and other started th eir carrier at Punjab University. The loyalties however have changed due to the difference in the salary structure and the general atmosphere of the university. As good professors and promising students choose other universities, the budget of the University for spending on infrastructure and technology has gone down, causing further problems for the status and educational ability of the University. Even though in terms of area and campus, Punjab University still beats all other Universities in Pakistan. It has campuses all over the country. However, in terms of organization, management, educational capability and investment PUs reality has been taken over by other new and well managed Universities in the country. What Punjab University now needs is a well managed Strategic Change. The Strategic Change Proposal It is evident enough that the goal of the change that would be brought about in the university would be to steer it to the same fame and respect it had throughout the 20th century. Following are some proposal for the change. Increase the Budget: for any strategic change that is to be brought in an organization, investment in a must. And what PU requires is a transformational change. This extra amount of fund is proposed to be used on renovating the classrooms, laboratories, libraries and on hiring new Professors. This budget, if utilized optimally can also be used to renovate the hostels for the students who come from outside Lahore. Reduce the hold of Islamic Jamiat: With all the terrorism been listed in the CVs of Muslims, this Islamic student body, watching any un-Islamic acts in the university, fighting and punishing people for mistakes looks like a terrorist group to many people. Parents think twice before sending their child into this kind of atmosphere. Thus, the reduction in the number of excellent students coming in. Especially students, who did their O and A levels instead of the government matriculation program, hardly ever choose to come to PU. One of the contributing reasons to this is the strong hold of a strict Islamic body. Management should strategically remove the hold of this union. Marketing: no matter how good an organization is, people come to know of it mostly when the product is being marketed. The product PU is selling is education and a memorable university life and thus, it should strongly focus on marketing the product. It may require initial investment but the results would be awesome. It can also help in changing the perspective of people regarding the conservative and strict environment of the University. Moreover, students would see PU as a good option in terms of their future. This change can be strategically planned by the board of directors. To improve the process further, one student representative from each department can be chosen to present ideas, demands and existing problems. Through this, the stakeholders i.e. the students wishes and problems will be answered and they will become a part of the Strategic Change process. Moreover to reinforce this idea to inclusion of stakeholders in the process of change, from each campus a faculty member can be selected to represent/department the problems that campus/department. Conclusion Organizations have to grow with time. The last two decade especially saw a remarkable social shift in Pakistan. Media grew and so grew awareness. This it became extremely important from the organizations in Pakistan to grow and change socially but also in terms of the product they offered. One the renowned organization in Pakistan is Punjab University. However it so seems that it has not grown dynamically in the social context especially. Educationally, obviously there have been forms for example the construction of the computer Labs. However, this is not enough. Students come to university, not only for education but also to live a life before they enter into the practical world. For the vulnerable age that the University entering students are in, it is very important to give them a memorable life with sports, social events seminars so that they do not think that they are missing out on the life that other university going students are having. Thus, PU should change strategically to reduce i) the hold to the Islamic union, ii) invest to improve infrastructure iii) focus on marketing.

My Extended Family

It seems like yesterday all the kids where little and needed me all the time. Now Francesca is married, with children, Kaitlin is living on her own with her daughter, and JJ and April live with them. I feel like it was only the other day we were all crowding around the dinner table having a nice family meal, while John their father was off who knows where, drunk, high, spending money he didn’t really have to even spend. I stop and think how these kids ever made it all these years before without us. Us being myself and their uncle Scott, we had been together five years by then and I knew this was the beginning of something wonderful. If only I had known how much it would affect and change my life and theirs. I guess it happened gradually, the kids coming over for dinner, needing winter clothes, taking showers at my house and I always wondered where their father was. Then I found out, John was an alcoholic, drug addict who somehow had custody of these wonderful kids. I guess, I should have known how bad it was by how the kids acted but I didn’t. I hadn’t known abuse like that, I was from a place where we had parents and had dinner together, not 14 year old Frankie (Francesca) going into the bar and dragging her father out, which ended up being the event that finally caused me to go and file for full custody of these kids. It was the best choice I could have ever made. I remember filing the papers and thinking , I am either going to get an irate phone call from John acting like he cares, telling me I will never win, or he will say nothing and I will end up with these wonderful kids as my own. As I sat there in the court building filing the papers it occurred to me just how much help and love and parenting these kids where going to need and how happy I was to do it. But I should of known that the happiness was not going to last. It appeared to be a normal day August 18, 2009, the kids had just finished dinner, the older girls where going out and I just settled down after putting my boys to bed when the phone rang. It was Patty, the kid’s grandma and the other rock in their lives. She was hysterical, something was wrong with grandpa and Scott had to get over there right away. I remember calling the kids and telling them to come home, anxiously awaiting word on grandpa’s condition, when I received the worst call ever. I know I turned around at the eyes of these kids who had endured so much already. Ready to crush there world as they knew, if only I had known what was to come, perhaps I could of , nothing, there was nothing I could of done and I need to deal with that. I looked at them and said, â€Å"Grandpa, didn’t make it, I am so sorry guys,† everyone just broke down, not sure what to say or do I did what I thought I could which was just be there, holding them as tight as I could. The rest of the next week was a blur. I thought it could not get any worse for these kids, thinking back to how their mother left all those years ago, never looking back, JJ was only 3 years old then now turning 13 almost a man, I thought, how much more can these kids suffer. If only I had known. It’s been about a week since Grandpa had passed, no one was really grieving the stress was so high, and of course it made John do more drugs, drink more alcohol and be less of a parent than he was before. Then the final blow came or what I presumed to be the final blow. It was just over a week after grandpa passed, when the phone rang, a little after midnight, it was John, Patty, who was the kid’s grandma and wife of grandpa, had a stroke and had passed. It was like what, no way, how much can this family handle at one time. I remember thinking these kids are never going to be able to handle this, how as a family can we overcome this too. Who was going to help me the way she did with the kids, yes they lived with me but she was my rock. Now my rock was gone, my family never really supported what I was doing anyway so now , it was just me and Scott fighting to keep together a family that so desperately needed it. To lose both their grandparents less than two weeks apart, to lose my mother in law and father in law that way was so hard to handle for me as an adult. Let alone these kids who I know have gone through so much. We made it through though it was hard, tough, a mountain to climb, but we did it, and we came out better and stronger than before. Things were finally looking up for all of us. John was finally trying to get his life on track, maybe too late in my eyes, but it was the effort that counted right. Now it’s been a year since Grandpa and Grandma had passed, the kids where doing great, Frankie just graduated college, JJ and April with the best attendance and averages they have ever had. John working on a relationship with the kids, of course he fail like I knew he would, his effort was a joke in my eyes but to the kids it was what they could get. Of course they loved him he was there â€Å"father† but I just didn’t want to see them get hurt anymore than they already where by him and life. He gets arrested for Felony assault on two woman that where doing nothing but having a good time. I heard the charges and new, no matter what this was finally what was best for all of us. The trial and everything else seemed to fly by, b before we knew it john was being sentenced to five years in prison and we all felt like we could finally just be a family. It was a relief to know he could no longer hurt or guilt any of them into feeling sorry for him anymore. Now, its two years later, and I see, how beautiful these kids are, how great of parents they are and I know that’s because of what I had the courage to do, to love these kids no matter what and be there for them, when everyone else failed them. I would like to say I changed them, but in all actuality they changed me, into the mother I am today. I would not change any of it for a second. Those kids are my family and like my sons and daughters and they always will be. They are forever my extended wonderful, goofy, silly never change anything family.

Economics of Competitive Advantage Essay

A globalized economy in its theory entails opening up of the local economy of a certain country towards internationalization, creating a â€Å"borderless world economy†. Thus, ideally, it should pave the way for economic interdependence and promote economic fair play amongst participating countries. Globalization shall surely expose an economy towards the world market due to increased amount of global trade and exchanges in products and services and by encouraging application for an open-economy. Globalization has imposed too many changes on the international monetary policies. On the other hand, international monetary has seriously influenced trade and investment policies, finance, tourism and many other aspects that are coincided with the modernity imposed by globalization. Moreover, open-economy principles have profoundly affected exchange rate policies on the macro level. Thus, international economic migration has increased exposure towards international financial changes and commercial flows. (Frieden, p. 1) Moreover, according to Betts and Kehoe (2004), the aggregate real exchange rate movements are believed to be influenced by inter-country movements with regards to the relative prices of their traded goods within countries. Also, the currency denomination of international trade widely influences the trade prices of goods and services. Thus, it also turns out that changes or fluctuation in the on currency will decrease the buying power of a particular currency if compared to other currencies that have less amount of fluctuations in their market. In addition, the strong market competitors in this case, are those who are believed to have strong economic relations with participating countries, thus they carry an edge towards their trade practices. Nevertheless, they don’t act to stabilize world exchange rates, rather they only work to provide balance of trades and multi-lateral interaction amongst participating nations. There are several factors that affect the bilateral rate movements which have significant economic effects. According to the Reserve Bank of Australia Bulletin (RBAB) (1998, p. 2) These are: (1) divergences between export and import and aggregated trade-weighted exchange rates; (2) role of US dollar as currency for international trade; (3) longer-term pricing of commodity exports in terms of other major currencies; and (4) importance of bilateral rates vis-a vis competitor countries with relatively little direct trade. These changes however, the depreciation or appreciation can create effects on international competitiveness. Moreover, aside from purely economic reasons of rate fluctuations, the political side behind changes in the market activity is also significant. This political-economic aspect is important most especially amongst developing nations. The emergence of developing countries and the continuing influence of strong countries amongst less empowered countries create domestic and international political pressures that are integral to the competitiveness of the participating countries (Freiden, p. 12) Thus, economically speaking, exchange rate fluctuations have impacts on the country’s competitiveness. Stability or non-stability of their currency has adverse effects on the currency’s buying and trading power. On the political aspect, excluding the changes and fluctuations in the currency rates, powerful groups and powerful consumers affect international economic integration. And thus the openness of world economy therefore pushes more politicized movements and political pressures in the economic arena.

The Ethics Of Human Resource Development - 1778 Words

Jasmine Williams-Thompson HRD 5343 Foundations of Human Resource Development Paper Critique September 28, 2015 Managers’ personal values as predictors of importance attached to training and development: a cross-country exploratory by David McGuire, ThomaS n. Garavan, David O’Donnell, Sudhir k. Saha and Maria Cseh Introduction Very few studies have been tested to show the importance of training and development even though managers may explain the importance of it within their organization or corporation. The studies also tried to explain if training and development is reinforced by the personal morals or values that managers have. Even now, there has been regulated findings that has concentrated on the ethics idea and the outcome that individual morals employ on human resource decision making rests hugely unknown( Saha and Fisera 1999). Continual beliefs or values majorly affect behaviors and decision-making through preparing people with principles that can be related in many different circumstances. The function creates the foundation for looking at how the morals of managers influence the value they place on training and development responsibilities. Training and development achieves a major goal in organizations. Several people argue different views about training and development, scoping new view points for new meanings. Wexley and Latham (2002) argue that â€Å"training and development can improve an individual’s level of self-awareness, enhance anShow MoreRelatedHr Functions and Organizational Ethics1261 Words   |  6 PagesHR Functions and Organizational Ethics HRM/427 Dr. Donovan Lawrence September 5, 2010 Human Resources professionals are responsible for several roles in the workplace, including implementing and managing policies, recruiting and retention, and training and development. The HR department is responsible for making sure that organizations conduct business ethically and that shareholders are treated ethically. The HR department must be able to monitor compliance with federal and stateRead MoreChanging Role of Hr Management959 Words   |  4 PagesThe Changing Role of Human Resources Management The ever-changing roles within human resources management (HRM), in response to trends, are from a dynamic environment and the importance of HRM. Every changing organization has a need for a HRM to respond and implement changes. The organizations driven by e-business and technology need to be ready to respond and adapt to the environmental changes and should focus on satisfying the company’s customer needs. In this role, the HRM contributesRead MoreTable Of ContentsPrefacexiiiPART ONEThe Strategic Human1743 Words   |  7 PagesTable of Contents Preface xiii PART ONE The Strategic Human Resource Management Model 2 Chapter 1 Strategic Importance of Human Resource Management Chapter Objectives Challenges Facing Canadian Organizations Spotlight on Ethics: What Is a â€Å"Right† Behaviour? Objectives of Human Resource Management Strategic Human Resource Management The Organization of Human Resource Management The Human Resource Management Profession of the Future The Framework Used in This Book Spotlight on HRM: Will the 21stRead MoreCritique Nigel Dowers Perspective Of Ethical Development And Globalization1722 Words   |  7 Pageschange is related to globalization and development similarly to how economics is related to globalization and development, but with one additional step. Dower (p1. 2005) explains the relationship as follows: â€Å"globalization is an economic process involving increased international investments and trade in goods and services. Development is a process of economic growth. Globalization is the engine of economic growth. So globalization is the engine of development.† For this paper, I will use Dower’s definitionRead MoreYeah717 Words   |  3 Pagesenvironmental science? Name several disciplines involved in environmental science. Environmental Science is the study of how the natural world works and how humans and the environment interact. Environmental Science in an interdisciplinary field which requires expertise from ecology, ear th science, chemistry, biology, economics, political science, demography, ethics, and others. Contrast the two meanings of science. Now name three applications of science. One description of science is a systematic process forRead MoreThe Social Responsibility Of Engineering1385 Words   |  6 PagesIn a modern society engineering activities including professional, based on scientific knowledge, social responsibility and human-dimension design and operation of technical devices plays an increasingly important role. Modern engineering professionalism involves not only the development of scientific bases of design engineering, but also awareness of the purposes, meanings and engineering problems in general, its place in the culture of the twenty first century. Of great importance is an understandingRead MoreHuman Resources Management Principles For A Profitable Professional Service Organizations865 Words   |  4 Pageswe will discuss the difference between; human resources management principles compared to operations management principles and project management principles co mpared to operations management principles. Each of these management principles include different criteria, but play a vital role in running a successful business. I will also cover the importance of establishing a code of ethics for a profitable professional service organizations. Human resources management (HRM) and operations managementRead MoreThe Ethics Of Human Systems845 Words   |  4 PagesUnsustainability in the environment stemmed from human assumption, mechanisms, and economics. Human systems are used because they provide consumers with products that it necessary, yet these necessary contraptions are the root cause to an unsustainable environment (Chiras, 2016). Human systems seem to be extensively using renewable and nonrenewable resources faster than what the environment can provide, which ends up hurting the environment in the long run. Human systems like mechanisms for common dailyRead MoreMy Values And Ethical Behaviors845 Words   |  4 Pagesresponsibility has heightened. According to Lefkowitz (2005), ethics are moral principles that govern a person s or group s behavior. Hence, after reviewing the American Psychological Association (APA) Ethical Principles of Psychologists and Code of Conduct (2010) and the role ethics play in the field of I/O Psychology I this assignment presents a synopsis of the evolution and my influential experiences role of professional values, biases, and ethics. The foundation of my values is my Christian upbringingRead MoreThe Influence of a Companys Leadership and Culture on Its Business Ethics1541 Words   |  6 PagesDiscuss the ways in which a companys leadership and culture influence its business ethics Definition of Organizational Culture Organizational culture refers to the values and behaviors essential in the contribution or development of unique social and psychological environment with reference to an organization. This is an indication that organizational culture is inclusive of the expectations, philosophy, values, and experiences that focus on holding an organization together with the aim of enhancing

Descriptive Essay Horse Shopping - 1697 Words

Horse Shopping When me and my dad were horse shopping we would fly all of the east coast and down south. We fly out to Pennsylvania. We fly out to Georgia. We fly out to Florida. We fly out to Virginia. You probably get the point. We flew everywhere. We were flying out to Pennsylvania one day to go try a horse with Courtney Cooper, a Rolex competitor, and me and my dad were super tired because two days before that we had flown in at 2 in the morning from Phoenix from a vacation. We had gotten a call from Courtney one day when we were on vacation that a super cool horse had come up for sale and Courtney had gotten us first right (which means we got to ride him before anybody else and if we want†¦show more content†¦The attendant took the saddle and the bag. My dad put his backpack and I put my backpack under the seat in front of us. Which left us with almost no leg room and my dad is 6’4 so he needs legroom; and to make it all better, the person in front of my dad reclined their sea t. We were 10 minutes from landing and I could see the beautiful Summer trees of Maryland. I could see the airport because we had to circle it a few times because of runway traffic. Now we were getting ready for landing and we were lining up and starting to descend more. My ears were hurting the worst they had every hurt when the planes descended. It was windy in Maryland that day and our plane was so small. When we were landing the plane was rocking back and forth and back and forth. The landing made me feel sea sick. We got off the plane and hurried to the transportation to the car rental place. We had rented a Cadillac SRX from Avis Car Rental. We had to wait in a long line for about 45 minutes and when we got to the front desk they took forever to call in on the car to get it to us.†I am sorry it took so long† said apologinly Alex, a worker at Avis, you could tell that he want a tip. We finally walked out to the car. Or where the car was supposed to be. We had been one hour and fifteen minutes and we were still waiting outside for the car. We had been waiting for 20 minutes and we calledShow MoreRelatedAnalysis Of Moody Streets : Analyzing The Duality Of Atmospheres1868 Words   |  8 PagesToday, Soho has moved from a place where Karl Marx and Friedrich Engels could debate capitalism, to a sex-center where drag queens are advertised by name (Thornbury). In this essay, I will explore how Soho has evolved to have dual atmospheres living side by side. The dual atmospheres that will be discussed through descriptive language and ethnographic observation are the majority (tourist hub) and minority (local Soho). Atmosphere will be defined in the terms that help â€Å"in thinking about intensitiesRead MoreReviewer in English Iv Nat5930 Words   |  24 Pageshim or her. Or, he or she could be yelling at someone in the backseat whom you missed in your first observation. The woman pushing the stroller could be wheeling around an old dog. Or, she c ould be pushing an empty stroller in order to throw her shopping bags in there instead of carrying them. Its up to you to determine, however, what is the most likely inference and go with it based on all the supporting details and your own logic. Making an Inference on a Test The writers of reading comprehensionRead MoreOrganizational Behaviour Analysis28615 Words   |  115 PagesORGANISATIONAL ANALYSIS: Notes and essays for the workshop to be held on 15th - 16th Novemeber 2007 at The Marriot Hotel Slough Berkshire SL3 8PT Dr. Lesley Prince, C.Psychol., AFBPsS University of Birmingham November 2007  © Dr. Lesley Prince 2007. Organisational Analysis: Notes and Essays Page i Page ii Please do not attempt to eat these notes. CONTENTS Introduction to the Workshop Topics And Themes The Nature and Scope of Organisation Theory Levels of Analysis The MetaphoricalRead More65 Successful Harvard Business School Application Essays 2nd Edition 147256 Words   |  190 PagesGRIFFIN NEW YORK 65 SUCCESSFUL HARVARD BUSINESS SCHOOL APPLICATION ESSAYS, SECOND EDITION. Copyright  © 2009 byThe Harbus News Corporation. All rights reserved. Printed in the United States of America. For-information, address St. Martins Press, 175 Fifth Avenue, New York, N.Y. 10010. www.stmartins.com Library of Congress Cataloging...in..Publication Data 65 successful Harvard Business -School application essays : with analysis by the staff of The Harbus, the Harvard Business School newspaperRead MoreTravel and Tourism14814 Words   |  60 Pagesmeasure motivation, it allows fÐ ¾r many motives, it Ã'â€"s dynamic Ð °nd, it accounts fÐ ¾r intrinsic Ð °nd extrinsic motivation (Pearce, Morrison Ð °nd Rutledge, 1998). This essay will not review all theories Ð ¾f motivation Ð °nd afterwards decide if they are pertinent tÐ ¾ our purpose, which Ã'â€"s tÐ ¾ understand thÐ µ motivation Ð ¾f nature tourism. The scope Ð ¾f this essay will only include theories, which have been reviewed Ð °nd might have relevance tÐ ¾ our purpose. In thÐ µ reviewing process Ð ¾f moti vation theories applied tÐ ¾ natureRead MoreLanguage of Advertising20371 Words   |  82 Pagescirculars possible. The first advertisement in English appeared in 1472 in the form of a handbill announcing a prayer book for sale. Two hundred years later, the first newspaper advertisement published offering a reward for the return of 12 stolen horses. In the American colonies, the Boston News-Letter, the regularly published newspaper in America, began carrying advertisements in 1704, and about 25 years Benjamin Franklin made advertisements more readable by using large headlines. In the UnitedRead MoreLogical Reasoning189930 Words   |  760 Pagesprobable good consequences of each action and the probable bad consequences while weighing the positive and negative impact of each consequence. It’s a kind of cost-benefit analysis. Exercises 1. Columbus Day is an American holiday. Write a short essay that weighs the pros and cons and then comes to a decision about whether there should be more or less public celebration (by Americans and their institutions) on Columbus Day, October 12. Here is some relevant background information to reduce yourRead MoreW1 Active Adj14109 Words   |  57 Pagesauthor These frequency markers added to the headwords in the dictionary give users access to a wealth of information that can help the selection of the appropriate word or phrase in a variety of situations. Not only are the words and meanings given descriptive labels, for example formal or informal, AmE (American English) or BrE (British English), humorous, old-fashioned, but now they have the added information about relative frequency in spoken and written language. Take for example the verb book (inRead MoreCase Studies: Sas Airline Ryanair80169 Words   |  321 Pagesstudies), we are aware of the problems in generalizing this study to other companies in other contexts within the airline industry. †¢ Descriptive: we will be also describing a situation (the behavior of Ryanair and SAS within the deregulatory context) and a process (the evolution of deregulation in the EU), our second research objective is also descriptive †¢ Predictive: basing our analysis on the past events of deregulation, at the end of the thesis we will anticipate what would be the futureRead MoreDeveloping Management Skills404131 Words   |  1617 PagesCoaching and Counseling 244 Coaching and Counseling Problems 245 Defensiveness and Disconfirmation 246 Principles of Supportive Communication 247 Supportive Communication Is Based on Congruence, Not Incongruence 247 Supportive Communication Is Descriptive, Not Evaluative 248 Supportive Communication Is Problem-oriented, Not Person-oriented 250 Supportive Communication Validates Rather than Invalidates Individuals 251 Supportive Communication Is Specific (Useful), Not Global (Nonuseful) 253 Supportive

Discrimination Of Racial Minorities On Social Economies

Discrimination of Racial Minorities in Social Economies The social economy comprises of a diverse network of organizations and enterprises involved in various operations of society s economic sector. Examples of such include; associations, foundations, cooperatives, and social enterprises, sharing similar features and values. These features and values might include; democratic governance, independent management, independence from general authorities, a combination of interests, voluntary membership, re-investment of gains, and defense of application (Quarter et al., 2009). However, through history, the existence of diverse populations in local and international jurisdictions changed the operation of social economy organizations. Slave†¦show more content†¦These social interests vary from small communities to large societies. However, in either case, economic systems remain governed by noneconomic motives (Quarter et al., 2009). Social economy organizations aim at earning eit her sizeable or entire portion of revenues accrued from marketplaces. These organizations work effectively in private market sectors, and without any external aid such as local or international government financing (Polanyi, 2014). The volume of social economy organizations comprises of cooperatives with capital shares that accrue their revenues from market zones. These include marketing cooperatives, food retailing cooperatives, and credit unions. Others include commercial non-profits such as Blue Cross, automobile associations, recreational institutions, for example, the YM-YMCAs (Quarter et al., 2009). Characteristic Discrimination of Racially Marginalized Communities Discrimination of racially marginalized groups can be discussed using four specific criteria shared by social economy organizations. These characteristics comprise of social ownership, social participation, social objectives in organizations missions, and civic engagement. Social Objectives Social economy organizations are set to meet social objectives that are drafted into organizations charters. These objectives surpass conventional decisions to adopt corporateShow MoreRelatedRacial Discrimination Against Minorities Within The American Workforce Essay1677 Words   |  7 PagesRacial discrimination against minorities within the American workforce is evident. Structural racism is the cause of why qualified minorities lacking opportunities, while lesser-qualified White-Americans are hired. This paper will discuss what structural racism is, how it plays into racial discrimination against qualifieded minorities, what can be done to prevent further racial profiling, and briefly touch on the adverse effects racial prejudice has on the economy. Keywords: structural racism, qualifiedRead MoreRace Relations : A Resolved Issue?1644 Words   |  7 Pagesrelations has died down since the civil rights movement, it is still present in politics and the work place today. Race relations works to better the rights of minority citizens and to lessen the gap between the races. With the facts stated above, race relations are an important issue in the United States of America. Race is a much discussed social and political topic. Race, especially in the United States is everybody’s business. Profiling is evident today, where going to an airport can be a hassle ifRead MoreThe Wage Gap Within The United States1687 Words   |  7 Pagesis just a gender problem but it is not, it is unequal opportunities for racial and gender minorities; in fact some women that are of a certain race are paid significantly less than someone who is only of one minority. The wage gap relates to human rights because it violates the right to standard adequa te living and fair wage. The wage gaps existence is soon to be understood through the deplorable conditions of women and racial groups that are infringing on our Human Rights no matter what state weRead MoreAffirmative Action in a Post-Racial Corporate World1488 Words   |  6 PagesAffirmative Action in a Post-Racial Corporate World It is the purpose of this paper to demonstrate that efforts to force corporations to account for abstract principles such as fairness, racial equality, etc., are largely futile. In the end, corporations are meritocracies, not vehicles for correcting social injustices. Indifference is the very trait that makes the angels weep, said Dr. Cornel West, Princeton Professor and public intellectual, to a congregation of black folk at a NAACP conferenceRead MoreMinority Discrimination : The Work Force1685 Words   |  7 Pages Minority Discrimination in the Work Force La Troy King English Composition II Professor Sarah Syrjanen April 6, 2015 â€Æ' Abstract Discrimination is nothing new to our society or is it something that should be taken lightly and for many decades our Nation has endured many conflicts that have tested the will of Americans over the decades and it is evident that as we have become more diverse so too has our workforce. Although, we are in the twenty first century the goal is to understand whyRead MoreRace Relations And The Civil Rights Movement924 Words   |  4 Pagessociety. They have influenced today s society economically, politically, and culturally in many ways. Past and present race relations are difficult and careless. In the past many minorities were treated like property to the majority white. For example, in the 1800’s the white majority used the African-American minority as salves. The African-Americans were not treated like people but rather livestock because of of how they worked and were traded. Slowly over time the race relation between whitesRead MoreAffirmative Action: Social Policy1348 Wo rds   |  6 PagesAffirmative Action Affirmative action is a social policy created to promote the welfare of minorities by supporting the idea that individuals are all created equal and should not be judged by race or gender. Therefore, in situations like job and university applications, we should consider minorities to be as feasible a choice for hire as a white male candidate, taking into consideration their background. In short, it tries to give minorities that have been at a disadvantage their whole life, anRead MoreThe Canadian Labor Market Of Canada1274 Words   |  6 PagesThere is a very strong emphasis on human rights systems and laws to address discrimination in Canada. Unfortunately simultaneously, Canadians also have a heritage of racism. It is not targeted only at Aboriginal persons, contrary to a common belief; it is also targeted towards other groups also, consisting of Chinese, African, South Asian, Japanese, Muslim and Jewish Canadians. Even today the Canadian structures and systems are affected by th is legacy distressing the lives of everyone and especiallyRead MoreAustrali A Strong Culture Of Racism1660 Words   |  7 Pagesthat a staggering 97% of indigenous Australians experience racial abuse on a regular basis even though this is their homeland? Australia has developed a strong culture of racism, caused by its long history of discrimination. Despite this a large majority of the population are in denial of its existence. The grim reality is that this bigotry is affecting all aspects of society including health, the economy, housing, unemployment rate and social unity. We must act, in order to decrease the levels ofRead MoreVisible Minority And Immigrant Racism1583 Words   |  7 PagesVisible Minority and Immigrant Racism in the Canadian Work Environment In the ideal world, every person is treated equally in the workplace whether it be hiring, promotion, assignments or termination. However in reality, racial discrimination and harassment remain pervasive in the workplace, with 1 in 4 visible minority workers who reported that they had experienced racial harassment or discrimination in the workplace [3]. In this essay, I will be discussing the social-history of racism in the workplace

Integrated Marketing Communication Audit of Dell Inc

Question: Describe about the Integrated Marketing Communication Audit of Dell Inc. Answer: Introduction Integrated Marketing Communication Audit means to identify and measure whether there are no message inconsistencies and strategic gaps in an organizational marketing program implemented to communicate with the customers (Kitchen, P, Pelsmacker, P, 2004). In the present business world market emphasis on customer relation is very essential to retain the existing customers and to attract new customers (Govani, N, 2003). In this report of Dell Inc. we have discussed about the marketing communication strategy used by the company and also the areas where certain improvement is required. A detailed description of the recommendations, implementation plan and; evaluation and control is explained in this report. Dell Inc. is one of the global leaders in Personal Computers (PCs) (Thompson, 2006). The company is engaged in offering a full line of notebook PCs and desktops that are designed to fulfil the requirements of their customers. They also deal in network servers, workstation, Ethernet switches and storage systems. Dell Inc. sells handheld computers and is engaged in the marketing of third party peripherals and software. The mission of the company is to supply high quality personal computers to home and business computers users with the help of direct marketing strategy. The strategy of Dell Inc. consists of three elements in pursuit of the mission of the company. These elements includes Minimize inventory, obtain facts and information from the customers and to fulfil their wishes and do not sell their products indirectly. Dell Inc. has a global objective to generate around 50 % of its sales in all the regions where the company is conducting its business activities on line over the internet. It is becoming a little difficult to achieve this objective. The region that cannot fulfil this objective is Mainland China. Due to this reason, the objective of the company to make online generated sales was achieved only around 15% by the year 2004. After such negative result Dell started to put more focus on this issue. The attainment of market share at the top most rank in the global market is another important objective of Dell Inc. There is no doubt that the company is a global market leader still it is not being able to lead in all its regional markets. Dell Inc. is functioning effectively in the form of a virtual corporation. Focus and specialization is the main benefit that Dell could enjoy because of such functioning. Due to an increase in the global competitiveness it becomes very important to improve customer satisfaction (CTI Reviews, 2016). The benefit of customer satisfaction is enjoyed by this company by decreasing the delivery time and at the same time increasing the quality. In this report the details regarding how Dell Inc. has integrated its marketing communication plans and its result is clearly mentioned. Current Integrated Marketing Communication of Dell Inc In Dell Inc. the integrated marketing communication strategy are complex because it has been designed keeping in view the conditions in developed economies. These may not be relevant in present situation therefore it becomes very difficult for Dell to cope up with the changing environment and needs of the customers. These strategies of Dell may not be accurate and relevant in some developing markets as they are in the developed markets and economies. The main IMC strategy of Dell is to make use of direct marketing, media advertising and internet marketing and to maintain public relations. The mix of these applications is proved to be the best for the company to make people aware about its products and uses. This IMC channel has the capacity to influence to a great extent by opting for more of traditional considerations related to market segmentation that can define the targeted market for specific products that company wants to promote and increase its sales (Belch, E and Belch, A, 2 003). Dell is currently driving its focus on adopting direct marketing approach in the PC market. (Store.directmarketingturkiye.com, 2016). This will help in eliminating various intermediate elements related to channels of marketing that allows Dell to make sales directly to the ultimate users. Therefore, this approach was not appropriate due to its increased cost. Its marketing strategy is totally based on the concept of build to order that can help in lowering the inventories, lowering its costs and therefore making improvements in the profitability of the company. This will simultaneously boost the level of satisfaction among its potential customers (Roberts, M and Berger, P, 1999). Is Direct Marketing Suitable for Dell Inc.? Direct Marketing is an interactive system of marketing (CTI Reviews, 2016). That makes use of various multiple media to enhance measurable transactions and responses (Linton, I, 2016). This type of marketing at Dell to implement customer strategy focuses on targeted email advertising, direct response advertising and direct mail advertising through newspaper promotions. Direct marketing at Dell has offered more advantage to the company as compared to the traditional form of marketing methods (Dudovskiy, J, 2015). What are the advantages and disadvantages of Direct Marketing at Dell Inc.? Some of the advantages enjoyed by Dell because of adoption of direct marketing are as follows: Response driven: it includes a device that allows making response to a companys direct form of communication. Measurability: Quantitative measurement techniques can be applied to such response rates through various media plans, offers, creative executions that can be modified and tested over a period of time. Precision Targeting: Direct marketing is that type of targeted medium that keeps focus on communicating to the targets that were preselected. The selective distribution of communication will bring out more efficient allocations that are a part of relatively scarce resources. Competitive Exclusivity and invisibility: It is a fact that direct mail has less competition as compared to other form of communication. Clutter exists in mailbox, which is less than hundreds as compared to other advertisements that individual are exposed on a regular basis. It becomes difficult for the competitors to control the tactics in a timely manner due to the efficiency of the company to make control on who receives a communication. The disadvantages of direct marketing are as follows: Cost per Contact: it will cost a higher charge to reach an individual in the process of direct marketing as compared to the traditional advertising methods. Developing brand image: keep the focus on generation of response, the process of direct marketing has not been able to create an image generating medium. As we know that generation of image is necessary in the personal computer market because the products move towards commodity and its status. Junk mail Perceptions: In the process of direct marketing, the communications are not requested by recipients. Unless the offers are targeted in an appropriate way, they are generally perceived to be irritating as a junk mail. Poor production quality and ineffective targeting can also be responsible for causing irritation. Does Dell Inc. require any organizational change? The advertiser and the agency of Dell Inc have many challenges in an individual basis related to the culture and tradition of the customers. Therefore, both theses parties should collectively find out ways to resolve these organizational issues. They must face the obstacles together by redefining the shared ownership in the decision making process of the organization related to the integrated marketing communication plans. Each must be willing to integrate the new tools and policies that are capable to provide qualified results in those areas where traditional marketing system is not being followed, that can be judged and managed in an effective way. Dell should always be ready to adopt new ideas to bring customer satisfaction. At this stage which is very delicate to accept adoption of innovative ideas, the data quality is of significant importance. This is mainly because at this critical stage scrutiny will be at the highest level (Schultz, D, Patti, C, Kitchen, P, 2013). In some ca ses the outcomes were not really successful and require proper communication plans, education and testing, team work in order to overcome these obstacles emerging in the organization. Recommendation for Improving IMC plan IMC is that concept of marketing communication that recognizes the value and importance of comprehensive plan that helps in evaluating the roles of various communication strategies that are disciplined, consistent, clear and bringing maximum communication impact (Swain, 2004). Within the PC industry, Dell Inc. should take into account the status of the company that are unique in order to bring development of an IMC plan in the organization. As it is already mentioned above that Dell is a virtual company, it is not that typical company that is totally engaged in the manufacturing process. The more focus is put on made-to-order goods within the framework to improve customer strategy. The company is not involved in the manufacturing of PCs that it sells. Whereas the company makes purchases of such components for the vendor supplying quality products and assembles them to provide those products to the customers in the form of made-to-order PCs (Warkentin, M, Bapna, R and Sugumaran, V, 20 00). The main requirement for improvement is to customize the direct marketing strategy of the company. When a new plan will be developed it must be able to define the new strategy of marketing adopted by the company. Mass customization should be the main strategy in being able to compete rationally in the market and implementing marketing theory of the company (Rautenstrauch, C, Eggebert, R and Turowski, K, 2012). Mass customization here means to practice of mobilizing innovations technologies in communications and production process, designed to fulfil the demand of the targeted market segment (Hilton, 2008).The new designed concept of Dell Inc. is that it will be following the made-to-order strategy strongly to reduce loopholes available in the previous marketing plans. Mass customization will provide economies of scale in the organization (Westbrook and Williamson, 1993). Mass production is that type of production that produces standard products in bulk maintaining the stability in production process there was an urgent need to implement new mass customized concept so that the company can maintain its position in the global market. The company can embrace globalization by applying this new con cept and can become a leader in the globe for PC market. We all know that the high level delivery of customer satisfaction is actually very difficult for any organization, as the customer behaviour is such that they can never be satisfied their demands and needs keeps on growing day by day (Egan, J, 2014). To tackle this problem Dell Inc. should integrate marketing and communication plans in a proper and most efficient ways. Implementation Plan The strategic role of various communication media can be evaluated by an integrated marketing communication plan (IMC) (Shanahan, K, 2014). These various types of media are media advertising, interactive or internet marketing, public relations, media advertising, personal selling, etc (Kliatchko, J, 2005). Dell is successful in integrating marketing communication plan with the help of direct marketing strategy. Therefore, due to such an achievement the company will be continuing to follow direct marketing process making it as an important element of the communication strategy. Dells internet marketing will fulfil the following functions and roles of the company. Customer communication medium Customer service Customer technical support Direct product customers sales Evaluation and Control In order to meet the sales objectives, Dell Inc. should formalize a monitoring system that can collect information and facts for the evaluation of IMC plan. Proper evaluation and control system will enable the company to develop plans in a perfect manner according to the nature and objectives of the company. Reports should be evaluated on a monthly basis that will facilitate better comparison and performance while determining the performance of the company. Quarterly control reviews are also important to bring necessary modifications in the implementation of the newly customized mass plan. Conclusion From the above discussion, we can say that Dell Inc. is a global leader in personal computers. The main marketing strategy of the company is to follow direct marketing while making communication with the customers to find out what are their needs and demands. Direct marketing is the main reason behind the companys success. Now due to change in the needs and wants, the company should strongly follow the concept of mass customization to bring changes and to integrate various communication media. The concept of mass customization has brought positive changes in the company and that can help Dell Inc to achieve their desired goals by satisfying the wants of customers even at the regional areas. It is true that the future of marketing communication desires for greater measurement and accountability. To achieve these objectives of the company, there must be a clear understanding about how to plan and to apply the plan. The challenge of advertisers and agency does not stop here; they still have to find ways to manage the rapid and large delivery of various data. Integrated marketing communication is that approach of managing and planning communication which can help in reducing marketing costs. Due to this concept, in an integrated campaign, various tools can feature the same treatment in a creative manner. IMC brings creative consistency in the activities of the organization, and this can further help in cost saving. All the necessary details are being forwarded to the potential consumers and business customers so that they are updated with the new technologies and advancements introduced in the products of the company. This approach can help in creating customer satisfaction and build customer loyalty by retaining them with the company by satisfying all their desires. References Belch, G and Belch, A, (2003). Advertising and Promotion : An integrated Marketing Communications Perspective. New York: McGraw-Hill College. CTI Reviews, (2016). Advertising and Promotion, An Integrated Marketing Communications Perspective: Business, Marketing. Cram101 Textbook Reviews. CTI Reviews, (2016). Principles of Advertising and IMC. Cram101 Textbook Reviews. Dudovskiy, J, (2015). [Online]. Dell Marketing Strategy. Viewed 21 October 2016 from https://research-methodology.net/dell-marketing-strategy Egan, J, (2014). Marketing Communications. SAGE. Govani, N, (2003). Dictionary of Marketing Communications. SAGE Publications. Hilton, (2008). Managerial Accounting. Tata McGraw-Hill Education. Kitchen, P, Pelsmacker, P, (2004). Integrated Marketing Communications: A Primer. Psychology Press. Kliatchko, J, (2005). Towards a new definition of Integrated Marketing Communications (IMC). International Journal of Advertising, 24(1), 7-34. Linton, I, (2016). [Online]. The importance of Integrated Marketing Communications. Viewed 21 October 2016 from https://smallbusiness.chron.com/importance-integrated-marketing-communications-73248.html Rautenstrauch, C, Eggebert, R and Turowski, K, (2012). Moving into Mass Customization: Information Systems and Management Principles. Springer Science Business Media. Roberts, M and Berger, P. (1999). Direct Marketing Management. Prentice Hall. Schultz, D, Patti, C, Kitchen, P, (2013). The Evolution of Integrated Marketing Communications: The Customer-driven Marketplace. Routledge. Shanahan, K, (2014). [Online]. How to implement and integrated marketing communications plan as a non marketer. Viewed 21 October 2016 from https://www.steamfeed.com/marketing-tips-non-marketers/ Store.directmarketingturkiye.com, (2016). [Online]. DELL COMPUTERS Building Great Customer Experiences. Viewed 21 October 2016 form https://store.directmarketingturkiye.com/dellcomputers.html Swain, N, (2004). Perceptions of IMC after a decade of development: Whos at the wheel, and how can we measure success? Journal of Advertising Research, 44(1), pg 46-65. Thompson, (2006). Crafting and Executing Strategy: The Quest for Competitive Advantage. Tata McGraw-Hill Education. Warkentin, M, Bapna, R and Sugumaran, V, (2000). The role of mass customization in enhancing supply chain relationships in B2C e-commerce markets. Journal of electronic Commerce Research, 1(2), 45-52. Viewed 20 October 2016 from https://www.lotsofessays.com/members/print.php?request=1696343[14/4/2552%2018:50:15