A Critique of Compulsory Schooling :: Education

The knowledge of the world is to only to be acquired in the world, and not in a closet. Thus said Lord Chesterfield, who understood the fact that lock children away is not the best way to teach them. It is a painful reality that students are not universe educated, but rather simply being schooled, and most people who understand street slang know that to be schooled is to be beaten down. This terminology is not a coincidence. Compulsory schooling is eliminating night club of its most vibrant seeded players of variety, and teaching children that no work is worth finishing, and that they must depend on someone elses word in order to survive. hindquarters Taylor Gatto, NY State Teacher of the Year in 1991, describes how society is slowly becoming sterile due to a lack of variety when children are locked away in their classroom prison cells, and senior citizens are locked away in retirement homes, there is no one from which to find an alternating viewpoint. Schools tear children awa y from their families when they could be using the time to learn something from their parents, or their grandparents. There is a reason why mythological wise characters are always aged, and children are tragically miss prime opportunities to spend time with these experienced individuals. God forbid they should actually learn something that might be applicable to them later in life, as oppose to the standardized material that will be forgotten as soon as the next test is turned in.Schools tear at the very source of variety the family. If all children are herded up into a single institution, they are less likely to think critically enough to recognize oppression or hypocrisy from the higher-ups (the ones making money).For example, drivers constantly relay stories ab erupt how relations cops have tried to take advantage of them by making up laws and assuming that the wrongdoer is not critical enough to question his authority. Tickets are given and fines are paid over false premise s, and no one wonders why. People like traffic cops feed off of the ignorance that is pumped out of these schools indeed, it is often their best source of monetary gain.The victims in these situations always feel absolutely betrayed. However, schools often play out similar scenes, and yet it is rare to find a student who understands this betrayal. They are placed under the supervision of strange adults many of whom simply go through with(predicate) the motions in order to earn their paychecks and are expected to place unbending faith in the words that these adults utter.

Free Essays - Victorious Achilleus of the Iliad :: Iliad essays

Victorious Achilleus of the Iliad From reading book twenty two in the Iliad it is clear, from the beginning, that Achilleus provide prevail in the battle against Hektor. The reader is given many hints from the textual matter that Achilleus will succeed. Homer, the writer of the text, feels he will winnings, and so gives the reader hints of his victory though his narration, and through the words of Hektors parents, and the gods. First, Hektors laminitis encourages his son to allow other hands to fight with him in battle against Achilleus. He says, Hektor, beloved child to not wait the attack of this man al superstar, away from the others. You might encounter your destiny eaten vanquish by Peleion, since he is far stronger than you (Homer 436). Hektors father assumes that if Hektor fights alone he will certainly lose. Hektors father knows what a great warrior Achilleus is, and so seeks to convince his son to be sick away his pride, admit he is weaker, and solicit support from his fellow Trojans. He has already lost a few sons at the hands of Achilleus and expects that Hektor cannot possibly win. Since his father recognizes his weakness, this is the first hint about the outcome of the battle. But Hektor, brave man that he is, will not be so easily convinced that Achilleus is stronger. hitherto Hektors mom is skeptical he can triumph over Achilles and begs him, Do not go out as champion against him, o hard one for if he kills you I can no longer morn you... (Homer 437). She too has little faith that he will overcome Achilleus and is concerned he will die at the hands of this great warrior. She is so worried she does not notwithstanding want him to fight. Next, Homer gives the reader a few more confirmative suggestions about the outcome of the battle. When Hektor first sees Achilleus approaching, he does not act like a extremely brave warrior. Homer explains, And the shivers took hold of Hektor when he saw him, and he could no longer stand his ground th ere, but left the gates behind, and fled, frightened... (Homer 438). Obviously, it seems unlikely Hektor can slay Achilleus since he is so afraid he cannot even stand his ground. If he has no confidence in his fighting ability surely most readers will also think he is unable to win and that is why he chooses his only option-fleeing.

Where is The God of Justice :: essays research papers fc

Why do thousands of God fearing Latin American Christians for instance, languish in the slums in abject poverty, while the medicate cartels enjoy tequila and Cuban cigars? A few months ago there was a news report that a Missionary couple of Wycliffe Bible Translators, working the forests of Guyana had been viciously murdered. In third world countries in particular there is a marked, observable distinction between the lower, middle and upper classes. As one examines the exhausts? and the have nots? from a religious perspective it often appears to be the case that those who are highly religious or shall we rate those who are godly often tend to find themselves at the lower end of the economic ladder while those whose lifestyles are divergent from Biblical norms seem to be flourishing. This observation is no new phenomenon however. The Psalmist David raised series questions about it in Psalm 73, personal credit line raises a lament about it in Job 21 7 -25 and the prophet Habakkuk contemplates it in Habakkuk 113. Habakkuk asks, how can Yahweh, whose eyes are too pure to behold evil, allow the wicked to swallow individual more righteous than he? Why do the wicked prosper?? The question of the prosperity of the wicked is a question of theodicy (vindication of divine providence in view of the existence of evil). It is central to section of the Bible under review, Malachi 217 35. According to The Expositors Bible Commentary , unlike about other prophets Malachi mentioned no dateable person or events in his brief prophecy. Clues to the origin and time of his book must therefore come from the text and its implications. It has ceaselessly been placed last in the minor prophets. The Talmud regularly classes the book among the postexilic prophets. The contents of the book suggest that it was written some time after Ezra. many of the exiles had returned, the temple had been rebuilt and the sacrificial system had been reestablished to the point that where it was b eing abused- a matter which Malachi addressed at length. The city of Jerusalem had returned to a substantial degree of normalcy and the inevitable lethargy, laxity and leniency in spiritual matters had developed. It is to this declining state of affairs that the prophet addressed himself.Nothing is known of Malachi apart from his book. Even his name is questioned . approximately take it to be a title rather than a proper name.

The Globalization of Sports Essays -- Globalization, Sports

pleasure is an ever growing aspect of our cultures, and as the access to different avenues of lark about begin to present themselves we question the ability of sport organizations to expand globally. This review of literature will examine different avenues of sport and the research that has been done in regards to their effort to expand on a global scale.Arguably one of the most successful avenues of sport to expand globally is soccer. Soccer is played in more countries(204) than any other sport. (Klein, 2008) A perfect example of soccer as a brand that has expanded globally is Manchester United. In a display case study by John S. Hill and John Vincent Manchester Uniteds Globalization in sport branding is examined through using David Aakers smear Identity model. (Hill & Vincent, 2006) Aakers model breaks down what makes up the core and extended brand identities. (Aaker, 1996) These values that make up the core and extended brand identities be brand as product, brand as org anization, brand as person, and brand as symbol. (Aaker, 1996) Hill and Vincent throughout this case study explain in elaborate these key values as they pertain to Manchester United which helps explain why Manchester United as a soccer team has become so successful. concord to Hill and Vincent the brand as product is very marketable because the familiarity of the basic concepts of the sport, the ease to play, the value of the English premier league as a league, and the unsophisticated of origin for the modern game was invented in England. (Hill & Vincent, 2006) The brand as organization also is marketable due to the traditional club youth program, the adding of household names, and the fasting pace of play that was created to increase excitement among fans. (Hill & Vincent... ...g sport assessing the World Baseball Classic. Soccer & Society, 158-169.Luo, M. (2003, Febuary 9). Rockets Yao Ming carries Asians in America to new heights. The Miami Herald.Maguire, J., & Bale, J. (1994). The global sports arena. Athletic talent migration in an interdependent world. London Routledge.Means, J., & Nauright, J. (2007). Going global the NBA sets its sights on Africa. International Journal of Sports Marketing & Sponsorship, 40-49.National Basketball Association. (2005, April 12). NBA basketball stars reunite for Basketball without Borders Africa. Retrieved from http//www.nba.com/bwb/starsreuniteafrica.htmlThibault, L. (2009). Globalization of Sport An Inconvenient Truth. Journal of Sport Management, 1-20.Wang, C.-M. (2004). Capitalizing the big man Yao Ming, Asian America, and the China Global. Inter-Asia Cultural Studies, 263-278.

Search for Meaning in Shakespeares Hamlet :: Shakespeare Hamlet Essays

Search for Meaning in Shakespeares HamletBut I will delve ane yard below their minesAnd blow them at the moon (3.4.208-10)What is real? This question, begged by humanity from day one, seems to grow in importance and urgency as the ordinal century looms on the road ahead. When religion, culture, family, and meaning are all forced to play second fiddle to the almighty dollar, where do we turn for understanding? I think the answer is that we turn inward. After all, there must be something within the human animal to suggest a moral, or a message, or at least an explanation. Hamlet deals specifically with this introspection, this search for meaning. Prince Hamlets world has come apart at the seams and he is desperately groping for some sort of guidance. He needs a foundation, a primary principle, an answer of even the smallest kind with which to build a coherent worldview. Unfortunately, Hamlets philosophical free-fall may be a contribute of his own inability to connect to a wo rld outside of his own grief and confusion. He is adept and resourceful in the world of ideas, but flat-footed and indecisive in the world of actions. Whereas Shakespearean characters such as Hotspur and Coriolanus suffer from shortsightedness and rash judgements, Hamlet suffers broad abstract thoughts and paralyzing ambivalence. This may be wherefore the play has been able to so stalwartly defend its V.I.P status in the Western cultural conscious. Any thinking modern citizen knows what it means to fit round ideals into square up realities. Therefore, it makes sense for Hamlet, one of our foremost fictional figures, to have trouble matching his internal ideals to the external world. In his introduction to the Norton edition of the play, Stephen Greenblatt points out that Hamlet, seems to mark an important shift not only in Shakespeares career but in Western drama. Greenblatt is referring to the dominance of Prince Hamlets psyche over all aspects of the plays perspective and mood. Hamlet transports its hearing into the Princes mind and forces them to look at the world from the inside out. The view is startling. It is the source of the plays unanswered questions and thought provoking ambiguities. Shakespeare lets us see the world through the eyeball of a man struggling to decide whether any of it even matters.

Search for Meaning in Shakespeares Hamlet :: Shakespeare Hamlet Essays

Search for Meaning in Shakespeares hamletBut I will delve one yard below their minesAnd flip-flop them at the moon (3.4.208-10)What is real? This question, begged by humanity from day one, seems to grow in importance and urgency as the twenty-first century looms on the course ahead. When religion, culture, family, and meaning are all forced to play second fiddle to the almighty dollar, where do we bust for understanding? I think the answer is that we turn inward. After all, there must be something within the human animal to suggest a moral, or a message, or at least an explanation. Hamlet deals specifically with this introspection, this search for meaning. Prince Hamlets origination has come apart at the seams and he is desperately groping for some sort of guidance. He needs a foundation, a primary principle, an answer of even the smallest kind with which to build a coherent worldview. Unfortunately, Hamlets philosophical free-fall may be a result of his own inability to get together to a world outside of his own grief and confusion. He is adept and resourceful in the world of ideas, but flat-footed and indecisive in the world of actions. Whereas Shakespearean characters such as Hotspur and Coriolanus suffer from shortsightedness and rash judgements, Hamlet suffers broad abstract thoughts and paralyzing ambivalence. This may be why the play has been able to so stalwartly defend its V.I.P status in the Western cultural conscious. Any thinking modern citizen knows what it means to fit round ideals into square realities. Therefore, it makes sense for Hamlet, one of our world-class fictional figures, to have trouble matching his internal ideals to the external world. In his introduction to the Norton edition of the play, Stephen Greenblatt points out that Hamlet, seems to mark an epochal shift not yet in Shakespeares career but in Western drama. Greenblatt is referring to the dominance of Prince Hamlets psyche over all aspects of the plays perspective and mood. Hamlet transports its audience into the Princes mind and forces them to look at the world from the inside out. The view is startling. It is the source of the plays unanswered questions and thought provoking ambiguities. Shakespeare lets us see the world through the eyes of a man try to decide whether any of it even matters.

Huawei Research Essay

The purpose of this report is to find out how Huawei puted in the industry of mobile rally. We went through every last(predicate) Huaweis background, offering, purpose, trade contexts and understanding the disdain operations of Huawei. We withal analyse and evaluate what trade strategies and marketing mix to help them hold their position in such competitive industry.After understanding the concept of the marketing strategies, we investigate that the marketing fractionation and the betokening strategies which Huawei used to position itself in the market. We use it to compargon and justify why the Huawei choose the strategies in promoting their carrefours. After investigating the Segmentation, Targeting and Positioning (STP) marketing strategies, we receive done our further report with the concept of the marketing mix as cognise as the 4Ps Promotion, Pricing, Products and Place. After the identification and discussion of marketing mix, we found out that Huawei is facing roughly problems and we come up with our ideas, recommendation and suggestion how Huawei stop overcome these current concerns and further concerns.Huawei endeavour has fractions into unalike markets which are carrier network lineage, enterprise business and consumer business. However, Huawei is targeting more towards the consumer business and it components the market into two move again which are busted income group and elevated income group. tally to the ingredient vari sufficients, Huaweis products are mainly targeting on low income consumers as Huawei is producing low wrong smartphones which are affordable by the target groups. Huaweis billet as the worlds third smartphone enterprise and known as the worlds largest telecoms operators offering world-wide equipment, operational work and manufacturing electronic communications devices. Huawei enterprise is in the position of low price and personal used entertaining smartphones. submissionOverview, Company background, Companys offering, PurposeHuawei Technologies Co. Ltd. is a Chinese leading ICT provider, which was founded in 1987 September by the Ren Zheng Fei, the bellower-ups president and the ex-Peoples electric discharge Army engineer, established in ShenZhen, china. Huawei is a private firm that owned by its own employees. Huawei is the leading telecommunications equipment manufacturing supplier and was ranked among the top three globally in mobile phone industry. The view of Huawei is to enhance peoples lives through communication. While their mission is to focus on their clients market challenges and desires by providing repair ICT solutions and services in drift to un differentiatedly produce maximum value for clients. Huaweis core determine be in possession of been divided into clients first, dedications, continuous emendment, openness & initiative, legality and teamwork. (Huawei, 2014)Market contexts, Use of concepts and TheoriesMarket contexts help firm to analyse and get more personalized and relevant marketing contents. Market context is likewise known as SWOT. Information shown below is the Strength, Weakness, Opportunity and Threat (SWOT) of Huawei. ( Huawei,2014) (1) Strength Huawei invested a huge amount in R&D, having wide vision and experienced gross sales organisation to help them in appear markets and the cost avail. (2) Weaknesses Lack of awareness and experience outside telecom, the margin pressure due their low price products. (3) Opportunities Their business models are all towards cloud and have huge data solutions. (4) Threats Many competitors are entering these developing markets.Company planned their marketing strategies with 4Ps, which includes product, price, promotion and place. Huawei have produced low-cost smartphone to its low-income target. As its production base is in mainland China which has low labour cost, hence Huawei could enjoy the cost advantage. Besides, Huawei is using the selective distribution strategy and al so e-commerce distribution channel to sell their products. Last but non least, Huawei promotes their products by making advertisement, having exhibitions and also making a slogan that could make their low-price products long-familiar and recognized.BODY 1Concepts of STPMarket Segmentation is a marketing strategy that trains dividing a broad market into subsets of consumers with different requirements, characteristics or behaviors that might involve various marketing tactics to deal with. Corporations can identify the bases and develop the profiles of the resulting segments. Segmentation Marketing segmentation is divided into four which are geographic, demographic, psychographic and behavioral segmentations. geographical segmentation segments the market into geographical parts to perform a company determine whether it should operate in one or a few or all the areas that geographically vital to the consumers neexplosive detection system. Examples Nation, city, density. Demographic segmentation is the most common segmentation method for segmenting consumer groups because needs also link up to the demographic elements. Examples age, income, race. Psychographic segmentation is compartmentalization of customers with regard to different characteristic. Examples lifestyle, personality, core values. Behavioural segmentation can permeates consumers into groups according to their knowledge, attitude, habit or response to a product. Examples occasion, benefits and user rates.TargetingTargeting is the mathematical process to help companies to filter and select potential customers to plan marketing strategy and develop a more specific tactic to reach the amount of expected sales. There are 3 general tactics in targeting the market Undifferentiated targeting is the strategy that the company has a very competitive product that might monopolize the market and dont need differentiate consumer group. Concentrated targeting is the company has a very strong data and company know which consumer group they should aim and let them come more competitive in the market. Multi-Segment targeting is the technique used to focus two or more well investigateed consumer groups socan develop different strategies.PositioningPositioning is improving the awareness, perceptions and impressions of consumers. Positioning can be a really efficient instrument to tempt consumers. Companies can utilize the concept of positioning and differentiation to identify themselves by bringing the distinctive value and benefits to consumers and become more competitive.BODY 2Market SegmentationCarrier network business, enterprise business and consumer business are the three core business segments that divided by Huawei enterprise. The first segmentation which is carrier network business is mainly emphasise on telecommunications operator and services worldwide. In order to achieve this, Huawei develop various wireless network products, at the same time they offer consistent experience s and effectives solutions to their customers. Secondly, enterprise network business mainly serves government, mankind utilities and enterprises customers. It provides great efficiency to ICT solutions, hardware equipment and services which include network infrastructure, cloud computing, and enterprise information solutions. Huawei aims to become one of the leading global mobile phone brands by 2015. As the results of it, the third market segment develops and manufactures consumer product, for example mobile broadband devices, home devices, smartphone, and related applications. The enterprise advancedly focuses on fulfilling consumers needs and wants. Above are generally three business segmentations that Huawei enterprise focuses on. However, to meet the assignment question requirement, Consumer Business segment is interpreted in more detail forms as below.SegmentationIncome SegmentationPsychographic SegmentationBehavioral segmentationIncome LevelSocial ClassLifestyle derive soug htHigh-incomeUpper and upper-middleLuxuryUniqueness, brand image, deliverability and relevantLow-incomeWorking and lower-middleEconomyDesirability, deliverability and relevantBased on demographic segmentation, Huawei sorted its customer to low-income segment and higher income segment. As a relative new comer in smartphone market, Huawei have already captured the attention of low-income segment customers (Segmentation A), who are earning relative low income and stands at the working or lower-middle of social class. This segment has a normal or economy lifestyle and they emphasize more on the value of money. While in segmentation B, who has higher income or work as supervisor and above. They are standing on the upper or upper-middle of social class. Hence they are having a luxury lifestyle, which focus more on the uniqueness or appearance.Targeting match to research firm Gartner, smartphones share of worldwide mobile phones sales in class 2012 went up 12.3 percent every year from 26. 6 percent in 2011, driving overall mobile sales consistently as feature phones showeda slump in demand. However, smartphones market is rapidly well structured, in order to capture the consumers eyes and able to compete with others well-known brand, Huawei enterprise firstly decided to target one significant segment to enter the smartphone market. Target lower-income segmentFrom the demographic segmentation, Huawei targets at low-income segment consumers. As a new-comer of mobile device market, Huawei started its business at lower-end market segment. More than half of those Huawei phones were sold to people with household income of $35,000 or less, a low income segment.(NPD, 2012) Huawei succeeded in its smartphone business is due to the aggressive lower-end pricing, said Neil Shah, analyst of wireless device strategies at Strategy Analytics. The production cost is lower than other smartphone brand, and the company set its smartphone product at lower price, it this instant attract those low income consumers to buy Huawei smartphone or tablet products. The company designs low profile development to meet growing domestic demand for cheaper smartphone, and it also indirectly stimulate the countrys economics.( Bourcier, J.,2014) The reason that Huawei chooses to target lower-income market is that lower production cost yet immenseger income.( Khan, S., 2013) It can be explained that lower income consumers have more affordability and more willingness to buy the low cost smartphone. As a result of it, bigger profit margin is successfully gained.Besides, global market jumbo such as Samsung and Apple have long ignored the lower-end market, it the best chance for Huawei to dominate the lower-end market segment consumers, and it proved that Huawei has succeeded setting their aggressive marketing strategy. Finding others omission and work on it is their strategy to capture the consumers wants and needs. It is also the second reason that Huawei tends to target lower-in come consumers. For example, Huawei I M835 model android smartphone retails at $39, and it is cheaper than some others smartphone brand, at the same time, the average smartphone interchange price was $335 in 2013, IDC reported. harmonize to the store assistant Ron Wemirovsky, Huaweis smartphone attracts lower-income customers. The Huawei M835 is the cheapest Android smartphone in the market.(Tung, A., 2014) Furthermore, South Pacific at Huaweis regional marketing director, Tang Siew Wai, claimed that theiroverall strategy is to extend its business from B2B to B2C, mainly to make well known Huawei -branded, and shifting its smartphone business products from lower-end products to both middle and high range products globally. (Khan, S., 2013)PositioningHuawei maintains its strong market position. According to IDC, Huawei maintained the third position over the world, it attained the highest yearly emergence among the leading vendors, and raised its brand portfolio with a higher propor tion of self-branded unite compare to other enterprises (Troianovski, A., 2014). Furthermore, Huawei enterprise also maintained their strong market position in other field, for example they are the world largest telecoms operators offering global equipment, operational services and manufacturing electronic communications devices such as smartphone and tablets.From the figure above, it shows Huawei smartphone in significant position which is low price and personal used entertaining smartphones. Huaweis strong market position indicates the superiority on providing services and also indicates the company is enjoying a well-known brand name that its effectively merging into new products line and market to capture market share from the competitors. Although Huawei has got its target low-end segment marketing strategy successfully, yet the company are having several strong competitors to compete with each other on the low pricing smartphone market, for example ZTE and Lenovo. According to Gartner, while Huawei and ZTE are competing with each other furiously, Lenovos smartphone fugitively developed its brand in the market. Other than that, Nokia has also got its low pricing strategy in China and it makes the competition among the companies that target low-end segment into a drastic scene. In conclusion, Huaweis strong position in the smartphone market and other field products markets has strengthened the company competiveness. Besides, innovation is important for the company, the transformation of different targeting segmentation can be a way to maintain the companys strong influence in the market.BODY 3In business world, no matter you are product or service base company, marketing mix strategies is a mustiness in generating sales by implementing their own marketing strategies. There are 4 elements in marketing mix strategies which are product, price, promotion and place. ProductReportedly, Huaweis smartphone shipments show an increment of 67% annually to 13 million units in the third quarter of 2013, which captured 5% of the global smartphone market (Huawei Investment & Holding Co. Ltd, 2014). According to Kotler & Armstrong (2014), there are three levels fall under the product which are core customer value, actual product and increase product. A research (BBC, 2013) shows travel Y100 is chosen as well known product in the Huawei Company as the price is below $99. This Ascend Y100 is targeting the low income customers where the customers show their core values while purchasing this product. The core customer values that can be found are the customers are spending less on the mobile phone and get an equal quality of smartphone specifications. Furthermore, actual product includes the brand name, quality level, and features. Huawei Ascend Y100 is one of the smartphone brand names in the Huawei Company. The quality of this smartphone may not as grand as those premium phones however, it does not really feel fragile either. Ascend Y100 has an ant i- fingerprint surface, as the screen and the phone is surrounded by gloss black bezel (Huawei Ascend Y100 Android phone, 2013).The specifications of Ascend Y100 are storage capacity with 512 MB and it is expandable to 32 GB, screen sharpness of 143 pixels per inch, and it runs the Gingerbread 2.3 version of Android (Huawei Ascend Y100 Specifications, 2014). Even though Ascend Y100 is fall under the low price smartphone, but it offers all the features of most other Android smartphones such as Wi- Fi, a Web browser, and GPS. Last but not least, warranty, delivery and credit, and after sales service can be concluded in the last level, augmented product. There is a one year manufacturer warranty on the smartphone and only six months warranty for the accessories in the products box. Delivery process will be done upon online purchasing and credit payment services are provided too. A cross- technology method shouldbe used by Huawei to improve their productivity on all the mobile phones es pecially Ascend Y100. This can increase the specifications and designation of the products. Huawei can hire more foreign employees to get different type of technology ideas and use it in developing the new products. A mixture of different ideas from different country can make a product more efficient and productive.PriceAccording to Market research institution International Data Corp. (IDC), Huawei is the third largest smartphone maker in the world, which comes after Apple and Samsung. However, a lot may ask how Huawei can make it especially with those high recognition brands like Nokia and HTC. In fact, Huawei is making a good call in the lower end smartphone market, which is also one of the reasons that Huawei became a giant in the mobile phone industry (CaixinOnline,2013). They enter the industry with the intention to create low cost smartphone to all consumers, especially those with low-income. This makes a good call because the market in China is highly competitive, where a lot of people are stuck with low-paid jobs and high living cost in the city. As Huawei has their main factory in China to assemble their product, they are able to enjoy the labour cost advantage. China is known for their cheap labour cost compared to other countries, which helps Huawei to lower their devices prices and competes with others.For example, one of the Huaweis mobile devices, Ascend Y100 was sold for only $99. Although it is a lot cheaper than those big brands, but its function is almost as good as it is (CNN,2013). This shows that they are having competitive advantage and results a rapid growth in Huaweis sales. According to the vice minister of Information Department of China Center for International Economic Exchanges, he pointed out that living cost in China is uprise due to the inflation and the increasing Chinese wage to international standards, caused the rise in China labour cost (ChinaDaily,2013). While in India, company would able to have lower Indian labour costs and currency (BusinessToday,2014). Hence, India is a good option to set up their production base in order to keep their products at a lower price. PromotionPromotion is the most concerned strategy by the Huawei Company where they are promoting their brand through advertising, public relations, personal marketing, marketing and media. Huawei is advertising the smartphones to the world especially the low income consumers saying that they have the lowest price of mobile phones which indicates Ascend Y100 through YouTube, Congress and also TV. For instance, Huawei has introduced a new slogan in ready World Congress 2013 Make It Possible. This slogan is designates for the consumers which allow them to dream by offering a vision of a mobile world where the journeys are never hindered by lines or limitations (Huawei Device Argentina, 2013). The low income consumers are now daring to dream there is a smartphone which the price is less than $99. Moreover, Kotler & Armstrong (2014) found that personal selling is the presentation by the firms sales department to increase the sales and build the customer relationship such as business promotion that involves trade shows.Example, Huawei takes the opportunity to introduce their mobile phones in the Mobile World Congress (MWC) which known as the worlds largest mobile trade show (Moore, 2014). This MWC is best for Huawei to display their product such as Ascend Y100 because MWC is the worlds best venue for seeking industry opportunities, making deals, and networking (Mobile World Congress, 2014). In addition, Huawei can promote their products through TED Talk. According to TED Conference, TED is a non-profit devoted to share ideas in communities around the world, usually in the form of short, powerful talks (18 minutes or less). TED began in 1984 as a conference in more than 100 languages where Technology, Entertainment and excogitation converged. Therefore, Huawei can invite their professional developers to give a short talk on TED Talk to let the whole world recognise and acknowledge astir(predicate) Huaweis low- price products. PlaceThere are 3 distribution strategies for each of the company to implement in their marketing strategy. They are selective distribution, intensive distribution, and exclusive distribution. All of these are strategies to approach the consumer through different distribution channels. In order to approach the consumers, Huawei is using the selective distribution strategy which involves selling their products in the most fitting and best-performing outlets. With a limited number of outlets, Huawei is able toconcentrate on their selling effort rather than dissipating it over countless peripheral ones. According to Wang Weijun, head of Huawei Device Co Ltd in China, Huawei has already signed strategic cooperation agreements with Suning, Gome and D.Phone (ChinaDaily,2012). They are the few largest privately owned retailers that sell electrical restroom in the Mainland Chin a.By selling their products there, Huawei is able to sell their products to the low-income group as most of them will search for a phone that includes good quality and features with a reasonable price in those electrical based retailers. They may compare the products with one another and choose the one which is good value for money. Other than selling their products in the outlet stores, e-commerce is also an important way for mobile phone sales. With the continue rise of e-commerce, Huawei is taking a step further to develop their e-commerce business. In addition to theirs online shopping mall, other e-commerce distribution channel like 360buy and Dangdang are also Huaweis working partner in selling their mobile devices (WantChinaTimes,2012). Lastly, in order to demonstrate its product and also increase the brand recognition, flagship stores in few major cities like Beijing, Shanghai and Guangzhou, are planned to establish.CONCLUSIONGranting to the research and the report has been executed, obviously that Huawei involved in the Smartphone industry in a great timing because the industry is in the growing stage, and Huawei uses their low pricing advantage to capture the low income consumer groups. Besides that, Huawei is still holding their strong position in the other field such like global equipment, operational services and more. After our investigation, we found out that the major problem facing by Huawei is the both competitors which are Samsung and iPhone. Although Huawei is the third biggest Smartphone provider in the world, where Samsung leads with 29% and Apple gets a 22% of the Smartphone market, but Huawei only has 5% shares in the smartphone industry and it shows a distance between Huawei and the top two competitors. This is because Samsung and iPhone already positioned well in the mortal consumer market and both have a longer history than Huawei.The reputationof China products decelerates the sales of Huawei in the overseas market causes Huawei ha ving problem to get the high income consumers market. In the competitive market, the changes of environmental will bring a huge impact to the company strategic so that company needs to identify and segment the market. Huaweis marketing strategy in price is their strongest weapon to compete with the others. Huawei should expand their business to India to get cheaper labour cost to increase revenue so that they can sustain the low labour cost advantage as well. Huawei should hire more local professionals to get their ideas on the smartphone and to promote their products as the professionals will know more on the customs and the culture of the nation. With these strategies, Huawei can remain their position in the low income consumer groups and start to dominate the high income market, thats what Nokia achieved in the 90s and 00s years.REFERENCE LISTBusiness Today (2014). Made In India*. Retrieved May 17, 2014, from http//businesstoday.intoday.in/story/india-benefits-china-begins-to-los e-manufacturing-edge/1/203040.html Bourcier, J. (2014). Huawei Research Proposal. prezi.com. Retrieved 22 May 2014, from http//prezi.com/joooyt8chmho/huawei-research-proposal/ China Daily (2013). Chinese labor costs remain advantages. Retrieved May 17, 2014, from http//www.chinadaily.com.cn/business/2012-07/31/content_15636085.htm China Daily (2012).Huawei to expand distribution channel. Retrieved May 14, 2014, from http//www.chinadaily.com.cn/china/2012-09/24/content_15779363.htm CNN (2013). Would you buy a Huawei smartphone?. Retrieved May 17, 2014, from http//edition.cnn.com/2013/05/09/business/china-huawei-smartphones-stout/ Huawei. (2013, June 18). Huawei has a mobile phone that the price below $99. BBC. Retrieved from http//www.bbc.com/news/technology-22949159 Huawei Device Argentina. (2013, February 25). Huawei Make It Possible New SloganVideofile. Video stick on to http//www.youtube.com/watch?v=VNY6sP9mLGw Huawei News. (2013). Retrieved May 2, 2014, from http//www.huaweidev ice.co.uk/news/ Huawei Ascend Y100 Android phone. (2013). Retrieved May 2, 2014, from http//www.huaweidevice.co.uk/news/ Huawei Ascend Y100 Specifications.(2014). Retrieved May 2, 2014, from http//www.gsmarena.com/huawei_ascend_y100-4839.php Huawei Investment & Holding Co. Ltd. (2014). Huawei Technologies Co. Ltd. SWOT Analysis. Huawei Technologies Co. Ltd. SWOT Analysis, 1-9. Retrieved from http//eds.b.ebscohost.com.ezproxy.sunway.edu.my/eds/pdfviewer/pdfviewer?sid=1ebf97f5-4663-4326-aea6-8c91c3dd0277%40sessionmgr113&vid=3&hid=106 Huawei.com,. (2014). Vision, Mission and Core Values About Huawei. Retrieved 28 May 2014, from http//www.huawei.com/en/about-huawei/corporate-info/annual-report/annual-report-2011/VisionMissionandCoreValues/ Huawei Investment & Holding Co., Ltd. SWOT Analysis. (2014). Huawei Technologies Co. Ltd. SWOT Analysis, 1-9. Itnewsafrica.com,. (2014). Huawei shipped a third of global smartphones IT News Africa- Africas Technology News Leader. Retrieved 1 May 201 4, from http//www.itnewsafrica.com/2014/02/huawei-shipped-a-third-of-global-smartphones/ Kotler, P., & Armstrong, G. (2014). Principles of marketing (15th ed.). England, Pearson Education Limited. Khan, S. (2013). Insight Sector Study Budget Smartphones Mobile brands target emerging markets. Campaign Asia-Pacific, 20. Min,T. (2013). Closer Look How Huawei Quietly Became a Mobile Phone Giant. Caixin. Retrieved May 14, 2014, from http//english.caixin.com/2013-01-30/100487876.html Moore, M. (2014). Huawei To Unveil First Smartwatch At Mobile World Congress. Retrieved from http//www.techweekeurope.co.uk/news/smartwatch-from-huawei-coming-at-mwc-138644 Mobile World Congress. (2014). About Mobile World Congress Event Press release. Retrieved from http//www.mobileworldcongress.com/2014-preview/ SWOT Huawei, Enterprise Storage, Worldwide. (2013) (1st ed.). Retrieved from enterprise.huawei.com/ilink/enenterprise/download/HW_260646 TED Conference (n.d). Retrieved May 2, 2014, from https//ww w.ted.com/about/our-organization Tung, A. (2014). Huawei makes a good call in low-end smartphone marketBusinesschinadaily.com.cn. Usa.chinadaily.com.cn. Retrieved May 2014, from http//usa.chinadaily.com.cn/weekly/2012-03/02/content_14736467.htm Troianovski, A. (2014). Can You Say WAH-wey? Low-Cost Phones Find Niche. Online.wsj.com. Retrieved 2 May 2014, from http//online.wsj.com/news/articles/SB10001424052970203733304577102223985134572 The Economist,. (2014). Whos afraid of Huawei?. Retrieved 28 May 2014,from http//www.economist.com/node/21559922 Toolkit.smallbiz.nsw.gov.au,. (2014). Segmentation, Targeting & Positioning. Retrieved 28 May 2014, from http//toolkit.smallbiz.nsw.gov.au/part/3/10/49 Vance, A., & Einhorn, B. (2011). At Huawei, Matt Bross Tries to Ease U.S. Security Fears.Businessweek.com. Retrieved 28 May 2014, from http//www.businessweek.com/ clipping/at-huawei-matt-bross-tries-to-ease-us-security-fears-09152011.html Want China Times (2012). Huawei to expand distributio n channels for its terminal devices. Retrieved May 14, 2014, from http//www.wantchinatimes.com/news-subclass-cnt.aspx?id=20120623000050&cid=1502

Alice in Wonderland Reading Log Essay

The original title of this refreshing being Alices Adventures in Wonderland, provides an episodic of short stories of her adventures instead of scarce one long adventure through bring extinct the novel. This holds up throughout the novel as apiece chapter is usu every last(predicate)y a different adventure or spirit level. The title merchantman also foreshadow that the novel will non take place in normal reality and in fact in Wonderland although Alice never does find out the true name of the solid ground she dreamt of. The word Wonderland only appears until the last two pages of the novel when Alices sister reflects on Alices dream. 2. What are the engagements in Alice in Wonderland? What types of conflict (physical, moral, intellectual, or emotional)?The most prominent intellectual conflict in Alice in Wonderland is her ability to make star of the ridiculous world she is in. She often has a struggle interacting with the other lawsuits as shown from the beginning when sh e is talking to the mouse and the birds. She mistakenly brings up her cat which leads the other animals to run off. residuum-to-end the book Alice faces a moral conflict as she tries to interact with each character in a normal manner instead of embracing the stupidity and going along with it. Another easy conflict to detect is her physical conflict with The Red big businessman as she wants to execute Alice. Alice faces a moral conflict while dealing with The Red world-beater when she points out that flamingos are not a fair steering to assume crotchet. 3. What are some themes in the level?The main theme I found throughout the book was meaning. Alice al slipway has to question meaning. The strange world of Wonderland does not often cast meaning so the consequences that follow meaningless actions prevents Alice from understanding the values in Wonderland. The beginning and end show a good example of the contrast as e trulyone is a achiever of the caucus race and no one besid es The Red Queen is a winner. This can applied to real life as often generation everyone over or under analyse a certain situation which leads to a downfall. In order to be safe, a certain measure of practicality call for to be accounted for. 4. What are some symbols in Alice in Wonderland?Alice growing and shrinking can be a symbol of her age/mental growth as she finds herself in situations in which she needs to be more or less maturesuch as dealing with the mad hatter she can founder to be less mature and when in the presence of The Red Queen, she needs to be cautious of her actions. The Red Queen can be symbolic of the Queen of England considering Lewis Carrolls family was predominantly English. Her playing card henchmen can be the British Soldiers. Time is a constant symbol throughout the novel and can be shown through the Rabbit. He comes in and out of the novel and shows just how fast time goes when kept busy. The garden can be a symbolic representation for desire, as ofte n times desires are the greatest battles for human beings. Alice never does reach the garden notwithstanding remains a desire for hers that she never does reach.The setting of each chapters changes so frequently, symbolizing the mentality to move on. When life changes, the only way to succeed is to adjust and maintain composure.5. Is Alice tenacious in her actions? Is she a fully authentic character? How? Why? Alice is not a fully developed character because she is unable to accept life in Wonderland. She cries when things dont go work out, and continues to seek sense in man Wonderland. An example of this can be displayed through her interaction with the caterpillar when she tries to explain to him what is wrong, instead of trying to enjoy herself in Wonderland. She is not consistent in her actions. For example, she quickly listened to the rabbit and tried to help him find his gloves without asking a question. Then right after, she questions everything the caterpillar says. 6. Do es Alice change and/or develop as a human being?Alice changes with her confidence. In the beginning she is more concerned with being herself but quickly questions if she is her friends. Since then, she goes back and forth trying to figure out who she is, which can be symbolized by physical growth going up and down. 7. How does Alice relate to other characters in the book?Alice relates to the other characters in the book as to her in that respect are mad, and to them, Alice is the mad one. doneout the book she becomes angry which relates to the characters inconsistent temper. If Alice had more time in Wonderland, I believe she would quickly learn how to relate. 8. Which character would you like to meet?I would like to meet the Mad Hatter because I would try to come up with ridiculous riddles and sayings to try and confuse him. I would try to out mad him and see what would happen. 9. What is the central/primary purpose of the layer? Is the purpose important or meaningful? The purpo se of the story from Carrolls look was to give Alice Liddell something interesting to read. I would say that is meaningful and important because a childs imagination is something to encourage and inspire. 10. How does Carroll use poetry in this novel? Why?Carroll uses poetry to satirize common poems of the time. He also uses poetry to emphasize the nonsense going on at the time. Most of the poetry in the novel dont serve a specific purpose to the storyline or events taken place. 11. What is the significance of the garden?The garden can be a symbolism of desire as Alice never reaches the forbidden garden. The garden can also be a symbolism of the Garden of Eden, as no one is perfect(a) enough to reach it. Since this novel is meant for a child, Carrol may be saying that even a child is not fully pure. 12. Traditionally, Alices Adventures in Wonderland and Through the Looking-Glass are considered stories for children. What do you think? I think these stories are meant for children in that they give a child the fantasy and adventure that they love to hear about, but considering Carrolls abstract and brilliant mind, I believe he added certain symbolism and allusion that an expectant mind can detect. 13. Since their publication, some readers have found fabric in Carrolls book unsuitable for children. Are parts of the Alice books unfit for or harmful to children today? I do not believe there is any material that is unsuitable for children.It can argued that The Red Queens request for Alices execution can be startling for children, but because Alice does not die and the characters in charge of her execution are only playing cards, children can remain at ease in the end. To most children, this story is just a rendering of a girls adventure through Wonderland. 14. Alice Liddell, the model for Carrolls heroine, was a young child when these stories were first told. Although a child in the story, Alice often exhibits mature characteristics, and the adult characters of ten exhibit childish behavior. Do you consider this book to be an adults heap of childhood, or a childs view of adulthood? I think this story is a childs view on adulthood. Alice often believes she is smarter than she may appear, which is common among children growing up wishing they can have more freedom and more privileges. Also, as a growing child, adult like figures are often confusing, which Alice experiences with everything in Wonderland.15. Alice rarely speaks nonsense and rarely enjoys it when it is utter to her. In fact, her speech and manners are as proper as those of any Jane Austen heroine. How is Alices perception of the world changed when confronted with the world and characters of nonsense? Alice does not distinguish to accept the nonsense that is Wonderland and tries to stay fair, as shown with her crochet game with The Red Queen. Over time she learns to accept things that are not always in her hands. As she wakes up from the dream she notices the similarities bet ween Wonderland and the real world which can be interpreted as her acceptance that things in Wonderland can relate to the real world in which she knows now to not always have to be incontrol. 16. The Cheshire Cat suggests that everything Alice experiences in Wonderland is a dream or the result of madness. Besides the obvious absurdities in imagery, what other aspects of these books mimic a dream state?Alice talking to objects and animals like humans mimic a dream state. The order of life is different in Wonderland as well, in order to stay sane, you must accept that there is no sense. 17. Take care of the sense, and the sounds will take care of themselves. This play on the proverb Take care of the pence and the pounds will take care of themselves is a good example of Carrolls word play. Often these word plays end up with a nonsensical locution, but at other times, they create a completely different, often subversive, meaning. What effect does this word play have on the story as a wh ole? This is an example of wordplay that is similar in that the author is explaining how Wonderland works. One must think ir sharply to be rational in the Wonderland world. one time this is accomplished, the sounds will begin to make sense. In the metaphor, they are talking about sense and sounds. Sense is being action, and sounds is being how the person says it. The existent translation of the metaphor can be used to mean that taking away the smaller amount of money, pounds, or in relation to dollars, will be more valuable.18. Throughout her adventures, Alice grapples with her identity. What philosophical issues about identity does Alice raise?Throughout her adventures, Alice wasnt sure who she was. In the beginning she hoped she had not turned into one of her friends because she prospect since she could not grasp the reality of Wonderland, she was not smart enough to. She did not want to return to the real world if she was not herself showing that when youre not able to live li fe as who you really are, it is not entirely worth it. The rabbit concept she was something else other than a little girl and the pigeon thought that she was snake. These occurrences show how hard it is to have people know exactly who you are, and people often are mistaken and not recognized for who they truly are. The characters in Wonderland were very confused with who she was, because she was new. She struggled to find where she was and who she was.19. Alice usually exhibits a passivity to the incomprehensible events around her. However, at critical times, she learns to assume control of her circumstances. What message does that send to the reader? This message teaches the reader to be patient and practical. When things dont go a certain way, it is easy to succum to emotion and feel as if there is no way to come back. Alice learning to control herself shows that everyone is in control of themselves and do not have to feel overwhelmed. 20. Give an example of Alice being passive and example of Alice in which she is in control.Alice is passive when the chef is throwing kitchenware at her because she doesnt know how to defend herself and has to change the subject to stop him from harming her and the baby. Alice was in control when she realizes that she can control Wonderland by argus-eyed up, it is merely a dream.21. What is the significance of the mushroom that Alice eats during her adventures?One side of the mushroom allows Alice to grow or shrink, however she does not know which side is which. Once Alice gets some pieces of the mushroom she is able to control her size. As a result of her gaining some control, which she also gains in confidence and is more able to assert herself against the all the difficulties she encounters throughout her adventure.22. Lets assume that in Lewis Carrolls original telling of these stories, he viewed himself as a teacher/mentor to Alice Liddell. How do the ways in which the fictional Alice adapts to her shifting and unusual circumstances translate into meaningful lessons for a child of Alice Liddells age? Alices adventures translate lessons that whenever a child faces challenges, they can never give up. She teaches patience and to not get overwhelmed. These meaningful lessons children can learn for life and adapt to their own life through their own challenges.23. Does the story end the way you expected? How? Why?The story does not end how I expected because I imagined Alice finding a physical way out of Wonderland, such as another hole in the landscape. Considering how shifty the rest of the book had been, it made sense that Alice would wake up so abruptly. 24. What is the significance of the Queen of Hearts?She is in control of Wonderland even though she is only the queen and her husband the king of hearts should be the true ruler of wonderland. However, he is affright of the queen. The queen represents Alices mom because the queen is always telling everyone what to do, such as mother character. The queen is a caricature of Queen Victoria, both healthful and tough rulers who everyone feared.metaphor can be used to mean that taking away the smaller amount of money, pounds, or in relation to dollars, will be more valuable.

Professional Development Plan Essay

nurse as a c atomic number 18er is about providing role care while upholding the people relate with dignity. Nurses are thought to offer quality care to all(prenominal) in all regardless their tribe, race, gender, religion or social status in the society. Nurses are called to serve others. As a nurse I want to be the patients advocate and do all within my powers to see to it that I put a smile on the patients faces. I result offer a patient centered care and the interests of the patient will come first. (Delaney C. and Piscopo B, 2002)A persons health is affected by many factors including emotional needs, physical needs, spiritual needs and cultural needs. Addressing these needs will be religious offering quality care as they all clip for the well being of the whole person. I personally value caring for others and this will be lucky for me. Nursing entails or comprises of three parties for it to proceed successfully. These are the environment, the patient and health. The p atient includes the sick person, his or her family members and the familiarity as a whole. A nurse is prudent in ensuring that quality care is offered. This is only achiev sufficient if an all inclusive approach is used.I would incorporate the patient and his family in the decision making so that our relationship with the patient and his family is not dead. Failure to include all parties calls for negative appraisal by the patient or his relatives. The environmental factors include internal and outside(a) factors and they comprise the social, economic, political, legal and ethical perspectives. A better visualizeing of peoples cultural backgrounds and spiritual aspects explains why some regard health the counseling they do. Patients satisfaction levels will be higher if their needs are well addressed. A baccalaureate prepared nurse has developed from a generalist nurse to a complex nurse who exercises leadership in disease prevention or illnesses. He or she is an instrument of change who slew invent creativity in ensuring that nursing incorporates emerging health needs an addresses them amicably.Such nurses are leaders and change agents. On completion of the degree bank line one can advance by taking a masters course of study. The nurse will be able to better handle prevention of diseases and indeed works to see a healthy community. The nurse will provide a patient advocate care where care will be through and through collaborative interactions between the patient and other care givers. He or she will be an advocate of change and will work tirelessly innovating rude(a) concepts or ideas that will improve the current predicaments in health care provision. Such a nurse has the capacity to make clinical judgments in all areas be they industries or hospitals. They are qualified for community health nursing. Options of where such a nurse can pursue include in home care, community based health agencies, nursing homes, government and industries.A baccalaurea te nurse provides competent care and is a good teacher who can organize transcultural nursing care for all parties in the community. He or she is able to use critical thought in providing therapeutic care. Communication with other health care givers should be effective and he ought to be at the fore front in advocating for positive changes in the health system. He will be able to manage care for all parties and provide preventive care measures like educating the masses on the critical issues.He will adopt an all inclusive approach in care giving in meeting the health needs. The nurse should read, well interpret and analyze nursing practices. He should be keen in the society and he should follow the professional growth and hence a member of a nursing organization that offers such confirmatory background. Such a nurse will offer competent care while respecting beliefs and values of patients. (Archer A, 2000)Role transition from acquisition of the BSN will work to increase skills or attributes like unique skills, know how and nursing expertise through learning. It will equip me with appropriate skills. The BSN will help me advance in my career. My thinking capacity will be replenished through the program and critical thinking in sensitive issues will be possible. I will be able to come up with other measures that ensure that quality community health is attained. I will improve my self awareness which will be an master(prenominal) step in enabling me to produce culturally sensitive care. (Eckhardt et al, 2002)My short term goals will be to improve on the quality of care I offer. Acquisition of necessary skills will equip me in achieving this cause. I also want to better understand myself so that I can better understand others. I would also like to advance my leadership skills and communication skills to better link with parties in the health care facilities. My long term professional goals are to be among the policy makers so that I can better advocate for the patients. I want to be contributing in the designing and implementation of quality community health care programs. I also want to pursue a masters degree to enhance my skills and this will see me effort to becoming a nurse manager in the community health department.To achieve the desired professional development I will graduate from a RN to BSN or Baccalaureate nurse and achieve a masters degree. I will also join an organization that will work to enriching my skills by providing a conducive environment. Advancing in education is crucial as it translates to acquisition of more skills and thus becoming better qualified to accomplish tasks at hand. Continued education enables one perpetuates his or expertise thus making people better of in their areas of specialization. Mentorship programs are very crucial for all nurses regardless their gender or area of specialization. Mentors help one to learn the tricks in the career or how to go about challenges that are bound to occur. (Eckhard t et al, 2002)Nursing entails a lot of challenges that see many quit. Male nurses are quite vulnerable in quitting due to the discrimination that they face. Introduction of mentors and support systems will uphold them to persevere despite the challenges. Achieving the set goal will entail a lot of studying and one must be committed to multitask between the studies and the operable lessons for instance the research on the fields.Critical thinking will only be achieved through serious concentration and losing such focus will immobilize attainment of the goals. Financial constraints could also threaten attainment of the goals as one need to pay for the masters program which is expensive. Intrapersonal and cultural factors encourage pursue the program while racism poses a threat to the effective establishment of baccalaureate nursing programs.Time frame for the steps on the development plan will entail approximately 10 years. Qualifying as a registered nurse or RN with a baccalaureat e will take 4 to 5 years 3 of which will entail attaining diploma education and 2 in acquiring an associate degree. Transition from RN to BSN will take 2 to 3 years and from BSN to MSN will take 2 years.ReferencesEckhardt A, Anderson M, Campbell E Clarke E., Pavlish L. 2002 A theoretical framework for RN to BSN education. Nursing Education Perspectives.Archer A.2000. Fundamentals of nursing. thither really is a Difference Nurses Experiences with Transitioning from RNs to BSNs. Springhouse.Delaney C. and Piscopo B. 2002. Journal of Professional Nursing, Volume 23, Issue 3, Pages 167-173.

International Reporting Financial Standards Essay

International reporting monetary standards be the guidelines that are use when preparing monetary reports (Rutherford, 31). They are used by the international accounting standards board as an outline when preparing financial statements. These financial standards gives the accountants a guideline when they are preparing financial statements and this ensure that the accountants follow the right financial standards and prepare financial reports as per the required financial statements (Rutherford, 31).The international financial reporting standards ensure that tuition pictured concerning the entity ensures that transparence is maintained when preparing financial statements (Schroeder, 20). It also ensures that people who are interested in investing in the condescension receive knowledge that is more precise and accredited (Melville, 202). Financial reporting involves the preparation of financial education to users who allow in customers, banks, government, employees, investo rs and management who gather up this information to actualise informed economic decisions (Schroeder, 20).Before all these users make any decision concerning the organization they will need to review the financial reports of the organization to help them make decisions. The organization which is the reporting entity usually prepares financial statements which include the balance sheet, statement of retained earnings, profit and loss account and bullion flow statement (Melville, 202). These financial statements help users of information to be able to get wind how the management uses the entitys resources to achieve the get dressed goals and objectives.It also helps users to know the financial position of the business and the cash flow of the entity (Schroeder, 20). Investors in the entity need the financial reports change them know the returns of their investment in the organization. Information provided in the financial statements helps them to know when to buy or sell their i nvestment. It also helps them to know when to hold and also provide information which helps to determine whether the entity would be able to pay dividends at the right time (Rutherford, 31).Information in financial statements helps loaners to determine whether it should lend to the entity or non. It gives lender information to determine whether the entity would be able to pay loans (Rutherford, 31). Employees also use the information to determine if their employer would be able to pay them in time and if the employer would b e able to provide them with retirement benefits. The government needs the financial reports to determine whether an entity is able to pay taxes and also for the purpose of resource allocation.Customers are also users of the information and they use this information to know the stability and continuity of the entity. Objectives of financial reporting The general-purpose of financial reporting is to give users of financial statements the most profitable informa tion as possible at the least cost to enable them to make informed economic decisions (Melville, 202). On the other hand, users of this accounting information need to cover a rational understanding of business as well as financial accounting procedures to understand financial statements well.Internationally, as planned at distinctively in the present conceptual framework through the IASB, there are two key goals of financial reporting (Rutherford, 31). The main goal of financial reporting is to enable the management to provide information to the owner or shareholder of the business to show how they have used the entitys resources to achieve the set goals and objectives in the organization (Rutherford, 31). Since the shareholders have given the management powers to use resources of the business, the management therefore has the responsibility to report to the shareholder concerning the performance of the business.The information that is provided through financial reporting also helps to give information about the financial performance and situation of the business. This is help when it comes to the creation of economic resolutions. Management should ensure that they maximize the shareholders riches and this should be reflected in the financial statements (Melville, 202). Underlying assumption of international financial reporting standard Accrual Basis Financial reports that are prepared by an entity are prepared on the basis of accrual so as to meet the objectives of an entity (Melville, 202).This means that transactions are recognized when they occur and not when cash is received. This assumption helps to provide information about past events that are reusable for decision making by the users of the information. Going concern assumption This assumption assumes that the business would be in operation for the foreseeable future and that the entity has no intentions to close the business in the near future (Michael et al, 2003). The qualitative characteristics of financial reportingThese are qualities that make financial reporting useful to user of financial information when making economic decisions. The main qualitative characteristics of financial information include understability of the information, relevance of information, reliability of information and comparability (Bromwich et al, 2006). The quality of understability requires that financial statements must be prepared in a manner that can be easily dumb by users (Michael et al, 2003). However, users are required to have at least basics knowledge about business, accounting and economic activities.Users should also be willing to convey carefully the information provided. All information that is relevant should be include the financial reports even if there is some information that may be gruelling for some users to understand (Bromwich et al, 2006). Relevance requires that all information that is relevant for decision making be included in financial reporting (Michael et al, 2 003). Relevance is when information include in the financial reports affects the economic decision made by the users of the financial statements.Information can only be useful to users if it is relevant. applicable information helps users to make economic decisions since it gives them opportunity to assess the past, present and future actions. Information that has no effect on the decisions made by the users is irrelevant and therefore should not be included in financial reporting (Michael et al, 2003). The relevance of certain information in financial reporting may be affected by its materiality. Information that is material affects decision making in that its omission can mislead users to make wrong decisions.Relevant information must have a predictive take to be and confirmatory value meaning that for information to help capital providers for instance investors to make predictive decisions about the future information should be valuable and information is able to change the pas t or present depending on previous evaluations (Bromwich et al, 2006). Reliability of information is important for financial reporting. For financial information to be useful for decision making it must be reliable (Rutherford, 31). Information that is free from any material error and biasness is reliable and therefore useful for decision making by users.International financial reporting standards require that information be represented in a faithful way for such(prenominal) information to be reliable. Comparability of information is important in financial reporting as it helps users to compare information for several(predicate) financial years and for different reports from different entities (Bromwich et al, 2006). By comparing financial reports for different periods helps to compare the performance of the entity for the different periods. Information should also be represented in their real value for financial information to be reliable.The constraints on relevant and reliable i nformation Timeliness of information Some information if delayed to report may be come irrelevant. For relevant information to be reported in time it will mean that some aspect of information need to be included and this may weaken the relevance of information (Michael et al, 2003). Before all relevant information is reported, the cost of reporting must be considered alongside with the benefits that the entity will gain. Relevant information should give more benefits than the cost incurred when reporting (Bromwich et al, 2006).

Archimedes Was a Mathematician and Inventor of Ancient

Archimedes was so brilliant that he is still considered by most historians throughout time as one of the greatest mathematicians of all time. Archimedes was a mathematician and inventor of Ancient Greece born on 287 B. C. In Syracuse on the island of Sicily. His father was an astronomer named Aphids. It is said that Archimedes was know to be a relative of boss II. Hirer was the king of Syracuse during the bearing of Archimedes. Throughout their lives they were very close friends. However besides his fathers name and occupation and his relationship withHirer nothing else is really known about any early(a) members of Archimedes family. At one point of Archimedes life it was his inventions that delayed the capture of Syracuse by the Romans. Archimedes remained in Syracuse for most of his life except when he went to school in Alexandria. Since Greeks loved to learn and be full of knowledge they would send their sons to schools to become wise Greek citizens. Archimedes had one of the beaver educations as a boy. When he was in his teens Archimedes traveled to Alexandria and went to one of the most famous schools of thematic that had been founded by Euclid.There he studied astronomy, geometry, algebra, trigonometry, astrology, geography, surveying, mechanics, and alchemy with many other brilliant minds of his time. Various subjects he studied when he was younger were poetry, politics, astronomy, mathematics, music, art, and military tactics. His professor was named Cocoon of Samos. Cocoon was a tremendous Influence in Archimedes life. He taught Archimedes various things about science and life. Due to the fact he studied In Alexandria It became the biggest foundation on which he built his career as a scientist and mathematician.Archimedes had many eclectic Investigations, but he was mostly known for his discovery of the relation between the surface and volume of a sphere and Its circumscribing cylinder, for his formulation of a hydrostatic principle Archimedes prin ciple, and for Inventing the Archimedes screw (a device for raising water). One of Archimedes few Principals states an object immersed in a fluid experiences a buoyant force that is reach in magnitude to the force of gravity on the displaced fluid.Archimedes had other inventions up his sleeve some were the hydraulic screw for raising water from a turn down to a enlarger level, catapult, ten lever, ten compound pulley Ana ten During mirror which was a machine Archimedes invented utilize as war weapon these machines especially helped in the defense against the Romans when they attacked under the command of Marcella. In mechanics Archimedes also discovered fundamental theorems having to do with the center of gravity of solids and plane figures. Now even in this modern era we still use Archimedes inventions in many ways.The water screw is Just one out of many inventions we use. The water screw is used for raising water using an encased screw that opens at both ends. The screw has to be set at an angle and as it turns, water fills snap pockets and is transported upwards. Out of his other inventions he achieved during his life we also use the lever. Levers are basic tools, and many of the simple tools we use today, use levers in some way. For event scissors, pliers, hammer claws, nutcrackers, and tongs. We still even use his mathematical discoveries. Due to his inventions he made life impeller for us today.Archimedes legend is still alive to this day. I regain Archimedes was a great mathematician and inventor who inspired many others to perfect his discoveries and to carve the way to ones made in the future. Those discoveries have affected our ways of living in a good way. I believe his legend would indeed be greater if more people knew what he was trying to accomplish and what good it would do for them. Even so, his ideas were rediscovered in the middle ages and, fortunately, they are being worked on like many other discoveries that have been add.

In the play Hamlet by William Shakespeare Essay

In the play village by William Shakespeare, one of the main themes is the discrepancy between appearance and honesty. The development of this theme done the plot, soliloquy and vision help to reinforce the players role in the play and directs the audience to w present their allegiances should lie for the end of the play. The theme appearance versus human race is clearly unambiguous throughout this Shakespearean play it is introduced at the very beginning through Claudius speech to the court.The structure and rhythm of this blank verse carries him through but the imaginativeness that Shakespeare uses signals to the audience the corruption in Denmark he uses phrases such as defeated joy, one auspicious and one drooping marrow and wisest sorrow. These opposing images and hollow phrases reveal the hypocrisy of the diplomats words how can a person have one auspicious and one drooping eye unless they are duplicitous?Claudius opening speech is as well eloquent, relaxed and so ca refully structured that it appears rehearsed he deals with three items of business before confronting his black-suited nephew Old King small towns death the threat from Fortinbras army Laertes impending departure to France. Shakespeare here signals to the audience that Claudius is uneasier than he appears by leaving his nephew and son-in-law to deal with last.In my opinion, the exposition of Claudius Machiavellian mature at the beginning through the theme appearance versus reality is very effective as it reveals to the audience the corruption in Elsinore which essentially instigates Hamlets revenge and also exposes Claudius at the beginning of the play as the antagonist, aligning the audiences sympathies. Furthermore, this main theme is developed through the soliloquies in particular Claudius. During his agonised soliloquy, Claudius puts on the appearance of praying but he is pseudo-sincere in thisPray can I not, though inclination be as precipitant as will. This reveals Claudi us confessing to the murder of his brother but not repenting for his sins. As he is not sincere in this, he believes that he will not go to heaven My words fly up, my thoughts remain below, words without thoughts never to heaven go. This rhyming couplet not only reveals the theme appearance versus reality, but is also richly ironic as this prayer actually saves his life.Shakespeare also employs the transferred epithet stubborn knees to gain emphasise Claudius reluctance to repent for his sins and how he is putting on the appearance of praying, albeit mendaciously. In my opinion, the development of the main theme through Claudius soliloquy successfully polarises Claudius from the protagonists and reinforces him as the villain in the play, directing the audience to where their allegiances should lie for the climax of the play. In addition, Shakespeare conveys the theme appearance versus reality through Hamlets antic disposition.This is illustrated particularly well through Hamlets e xchanges with Polonius let her not walk ithsun. Conception is a blessing. But as your daughter may conceive friend, look tot. Although these words sound equivalent nonsense to Polonius and the audience, there is a thread of bitter satire running through them. Hamlet reveals his witty sarcasm here as he is assured that Ophelia has been prevented from seeing him and tells Polonius that he should not let her walk in the sun if he wishes to prevent her becoming pregnant.Hamlets antic disposition is reinforced throughout the play but particularly through his exchanges with Claudius Excellent ifaith of the chameleons dish. I eat the air, promised crammed. You cannot feed capons so. Hamlet here is trying to make Claudius think that he is frustrated at not being the King Claudius pretends not to understand him. In my opinion, Shakespeare effectively polarises Hamlet from Claudius through his antic disposition and wit which in turn successfully aligns the audience with the protagonist for the denouement.Furthermore, it could be argued that the theme of surveillance intertwines with the main theme appearance versus reality which helps to further develop the audiences awareness of the conflict between reality and appearance. For example, Hamlets conversations with the two people he loved, Gertrude and Ophelia, were eaves-dropped by Polonius. As a result of the espying, Ophelia and Gertrude spoke to Hamlet with constrained formality How does your honour for this many a day? .This heated exchange between the eponymous prince and Ophelia during the nunnery opinion recapitulates arguably the main theme of the play appearance versus reality which is exposed at the very beginning and is reiterated through Hamlets exchanges with Rosencrantz and Guildenstern they also spy on Hamlet for Claudius they did make love to this employment . In my opinion, Shakespeare effectively evokes sympathy for Hamlet and his little allies through dramatic irony and further polarises Hamle t and Claudius through the development of this main theme hence reinforcing Hamlet as the tragic hero of the play.In conclusion, the development of the theme appearance versus reality is essential in augmenting the audiences understanding and appreciation of the play as a whole. In my opinion, Shakespeare effectively develops this main theme through the plot, soliloquy, imagery and dramatic irony which successfully reinforces the players role in the play and also directs the audience to where their sympathies should lie for the denouement.

Curriculum-based Pedagogy

Every educator across levels has their own savvy and views about syllabus and pedagogy and these may be based from personal and theoretical noesis and from their own friendships both as a educatee and educator. An educator in the calculate of his or her profession in unquestionable practice would be guided by his or her placement on what course of instruction is and should be. broadcast studies and development had constrain abstract and highly theoretical and curriculum inquiry is a difficult and perplexing bea of study which many educators are non comfortable with.However, the mantrap of curriculum inquiry is that it enables educators to come to terms with their own beliefs and interpretation of curriculum. The exercise can be quite painful and revealing to educators as it makes them realize their biases and conceptualize nonion on what education should be and how lacking or adequate their approaches and philosophies are. It is in this context that I begin the process of self-reflection on my own beliefs and perspective on curriculum-based pedagogy and the theories and personalities that have influenced me as an educator.I do not intend to justify my beliefs or educational philosophies hardly rather I attempt to dilate on what I think are stiff practices and curriculum theories that I have embraced in my profession as an educator. I know that theories are not inf every last(predicate)ible and nigh may generate more questions and criticisms than answers but I do believe that it is fluid a good practice to anchor stars beliefs in a certain theory or perspective as it provides a guide and substance to what I do as educator.In this paper, I try to make sense of my own realities and how it has affected my work and my personal life. There are two kinds of educators, those who follow curriculums strictly and those who adopt curriculums to their own realities and instilling environment (Eisner, 1998). I would like to think that I belong to the latter. I had always thought of curriculum as a guide, as a modelling and as an evaluative in additionl in how I conduct my instruction. I do not adhere to a specific curriculum nor do I force curriculum to a learning environment if it is not suited.I have nothing against those who use curriculum religiously because I have seen it to be powerful in some schools as yet, in a diverse learning environment, one has to adopt and adjust the curriculum to meet the needs of all learners. I still see this approach as curriculum-based because I follow the instructional models that the curriculum provides the changes I make are still based on the attached curricula and fundamentally teach the same thing and arrive at the same learning goals but in a slightly more suppress way for my invest of learners.I may not always interpret and apply the lessons and approaches provided for by the curriculum accurately, but I always see to it that every lesson is a learning check for my students. T here are distinct reasons for adhering to a curriculum approach, one can be an implementer, a developer or a maker and the choice would be order by ones personal experience and perspective.I view education as a complete process that mirrors life and teaches students the skills and knowledge that they need to exsert this life. On the other hand, I also acknowledge the great impact of learner characteristics to the effectiveness of education, thus, curriculum-based pedagogy should not be viewed as a specialize and constricting approach to instruction but as a democratic and deliberate artistry that will lead to a more practical and appropriate learning process (Feden & Vogel, 2003).I know of some educators who had adhered to the curriculum they had been trained to use and apply for the longest time, they were experts in that certain curriculum and have produced learning and knowledge for their students to absorb and assimilate, but they had refused to learn anything else. I dont b lame them, comfort and familiarity is a much safer terrain than change and innovation. At a certain tip in my profession, I had also gravitated towards curriculum fidelity wherein I did everything by the book and relied on what curriculum experts deemed as true and correct and most effective.However, when one immerses oneself in the filed and puts the curriculum to practice, it is a different story. There were instances when I was left hanging and felt inadequate about my teaching even when I did everything that was asked by the curriculum, I thought I was not organism a good teacher, I took me some time to realize that the curriculum I was using was not meeting the needs of my students.The curriculum was not at fault, nor was my teaching the problem, the problem was that I restricted my creativity and artistry in interpreting the guides given by the curriculum I was not confident in my own abilities but relied on what was ordained and suggested. The obsession with following curri culum guides, lessons and content led me to belong a curriculum transmitter. I was focusing on what was in the book, in the unit lessons and had very few attempts at augmenting the lessons with additional research or innovative strategies.The lessons I was teaching was only based on the prescribed textbook and I followed it unit by unit even though I noticed that some units were not relevant or applicable and that some units were not in the right order of presentation. I thought I was creation a good teacher by following closely what was demanded of me based on the curriculum. My principal and supervisor approved of my teaching and the system that I followed, it was in those times when curriculum was the be all and end all of pedagogy.Why would it not be, when it was assumed that the prescribed curriculum was the best and that the teaching strategies and unit lessons covered all the things that students are expected to learn? Moreover, the curriculum was designed by curriculum ex perts who were knowledgeable about student learning and effective instruction. As I gained experience as a teacher, I begun to notice things, that sometimes the content covered in the curriculum was not developmentally appropriate because students were not absorbing it, that sometimes the lessons were too long for something that was easy and sometimes it was too short for a difficult concept.It was at this point that I became more aware of my students needs and how the prescribed curriculum was not really bringing out the desired learning from the students. I started slowly, at starting line I felt guilty about skipping some units but indeed I found out that the amount of learning students gained was not affected by the skipped units.I also tried inadequate by little to introduce new information from other books or materials and made use of different strategies in presenting the lessons and student became more interested, in the past I was tagged as a boring teacher, but when I made the changes, I became a little popular and students started greeting me in the hallways. But I did bunk in trouble for those changes, my principal was alarmed at why my previously quiet classes were becoming noisy, and why were my lesson plans not in accordance with the content in the book.I was told to revert to my old teaching strategies and to continue using the prescribed textbook only. And as I was an obedient teacher then, I did as I was told, however the seed was planted. I was wondering whether other schools followed the curriculum closely and whether there was some other way of teaching the same content. This is when I decided to reign answers to my questions and I pursued higher education to augment my knowledge and understanding of educational practices and curriculum. I guess I have gone back to school full of idealism and the hope of finding the answers to my questions.When I went back to school I was eager to prove my supervisors wrong and that I was correct. I t was only when I had started learning the course materials and the papers given to us in class did I realize that curriculum-based pedagogy is more than an approach, more than a theoretical concept. At first I had difficulty reconciling the fact that there are a add together of curriculums that different schools adhered to and that effectiveness is often measured in terms of student outcomes and achievement of learning goals. At best the course was an eye opener, but sadly after two courses I decided to go back to teaching full time.I thought that I could better apply my curriculum perspective in real classrooms and students than simply learning it in class. I decided to bend a curriculum developer in the sense that I would try to adjust and modify the curriculum I was working with. I guess I was too adamant for my own good, because I found myself half-baked, wondering whether the strategies I was using was correct or not and not knowing how to derive feedback from my colleagues or my students on the quality of my teaching. I found myself using one strategy after another that often left my students confused instead of gaining understanding.I begun to subscribe to about curriculum theorists and I was enlightened by their conceptions of what curriculum should be and how it is applied in actual teaching. However, some were too theoretical for me, it was too abstract and complex that of course I gravitated towards the theories that were more practical, more realistic and more applicable to my present reality as a teacher. But I knew that whatever practical understanding I have of those curriculum theories, I was sorely lacking in the theoretical aspect and could not distinguish one from the other.Thus, I knew I had to go back to school, this time with a more open mind and a desire to learn. In the next part of the paper, I will outline the different perspectives of the curriculum theorists and educational figures that have impacted my own professional life a s an educator and how they contributed to my own conception of deliberate artistry. John Dewey and the Social Curriculum John Dewey is one of the pioneers of curriculum development and in his pedagogic creed he outlined the nature of education and what its subject content should be (Dewey,1897).I read Deweys creed as part of our course readings and I readily found his perspective to appeal to my own sense of educational focus. Dewey argued that children develop through complaisant interaction and the social environment that the child is situated in. Thus, to him education should reflect the social life of the child, he pointed out that schooling should be a life itself and not as a preparation for future life (Dewey,1897). I think what Dewey was arguing was for educators to make their lessons and instructions mirror reality and actual life likenessships and processes instead of some abstractions.It is very easy for us to teach mathematical concepts and relationships in algebra and trigonometry without placing those relationships in actual experiences or realities. In this case, the teacher should be able to make the connections between algebraic relationships to objects and concepts that are real to the student. Who would have ever thought that mathematical concepts could be used to predict the number of baseball homeruns? Math becomes more real to the student when it is explained in terms of baseball, a sport that most students play or know about and are very real to them.Dewey also said that there are two aspects of education, psychological and social, wherein the intellect and development of the childs psychological processes serves as the starting point for which education and learning should be based (Dewey,1897). Dewey recognized that the child in the course of his or her development has the capacity to make sense of his or her social interactions and will learn from it. The sociological aspect of education is to place into context the psychological at tributes of the child and to ascribe meaning to his or her capacities in relation to his or her social reality.It is important for both the psychological and sociological aspect of education to be aligned as it would benefit the child and lead to best learning. For example, providing psychological stimulation without social meaning will result to superficial learning while focusing on the sociological without considering the psychological would result to developmentally inappropriate content and instruction. In this respect, Dewey advocated that education for it to be effective it should be cognizant of both the intellect and development of the child and the social environment of the child.It makes unadulterated sense to me that Dewey strived to communicate such practice because we now know that learning and instruction must be synchronized and aligned for effective learning to occur, but he was ahead of his time. At present, the curriculum standards of most states dictate that at a certain grade level and age, a child must be able to master and learn a set of skills and information that are appropriate for their age. However, what is problematic about these so called standards is that it does not take into account the strain of human development some children develop faster while others appear to lag behind.On the other hand, children who do not perform at par with the given standards are labeled slow learners or have learning disability which strip them from their self-confidence and diminishes their self-worth. In an age where we know more about cognitive development than ever before, we fail at incorporating that knowledge to the social institution that is responsible for educating our children and our future. Dewey was correct when he said that education should be focus on the total development of the child or student in relation to his or her social activities.But this is easier said than done, when accountability issues and achievement scores dominat e the educational system, it is very difficult to honor Deweys recommendations. Dewey postulated a curriculum that would allow for the social development of the child, for schools to become social institutions and for educational content to become the social life of the child (Dewey,1897). In this way, the child becomes more in touch with his or her nature and the social context in which he or she engages in a daily basis and which constitutes his or her life. This would imply that lessons taught should be through the experiences of the child.For example, a kindergarten teacher who wishes to introduce her students to counting and numbers would be more effective if she uses blocks, balls or candies that children are familiar with and have come across it through their social interaction. On the other hand, it would not make sense to teach a historical event to students without connecting it to their present realities. For example, if I teach children about some ancient civilization an d not connect it to the present realities in our society and culture, then I would have failed to impart to them information that had mattered and that would have shaped their own learning.In terms of curriculum content, Dewey had said that every lesson, concept and skill should be taught in the view of the social activities of the child. He had identified a number of subject matters that should be taught to children and this includes the arts, literature, language, culture and science as it encompasses the essence of human life. However, he cautioned on the mere teaching of science as an objective subject as it limits the experience of students in terms of how social lie is shaped by scientific developments.Dewey also stressed the importance of literature and language studies as the expression and cultivation of life experiences (Dewey,1897). It is important to study literature as it provides children with an unrestrictive mean(a) of self expression as well as an understanding of the social realities of the past and the present. Language should not be taught only as a serial of sounds, phonetics words or even grammar but as a form of communicating and the medium wherein knowledge is transmitted, ideas are shared and emotions are expressed.The problem with being too curriculum oriented is that we tend to rely on what is prescribed and live out our own creativity. Language instruction should first focus on the expression of experiences, the learning of grammar rules, tenses and subject-verb-agreement would then follow because the student has found that language is an effective agent of expressing ideas and experiences. In the classroom, this would mean that importance should be placed on developing students language skills such as speaking and then motivating them to become more effective communicators through the learning of correct grammar and pronunciation.

Bottom of the Pyramid

The demand for the mickle at the posterior of the pyramid potential and ch each(prenominal)enges Dennis A. Pitta The University of Balti more, Baltimore, Maryland, USA, and Rodrigo Guesalaga and Pablo Marshall ? Ponti? cia Universidad Catolica de Chile, Santiago, Chile Abstract Purpose The bearing of this obligate is to examine the bed of the pyramid ( jazz) masterfessionalposition, where personal companies elicit both be pro? t corrected and help alleviate p all overty by att revokeing let out-income consumers. Design/methodology/ progression The writings on whack was re vistaed and around spot elements of the bang ascend were proposed and examined.Findings thither is no agreement in the literature more or less the potential bene? ts of the bop approach for both private companies and low-income consumers. However, further try on characterizing the give it off constituent and ? nding the appropriate fear manakin for attending the do it bay window pr ovide some answers to this issue. possible implications The article provides some guidelines to managers as to how they destiny to adapt their grocerying strategies to sell to the do it market, and what type of partnerships they indispensability to pee-pee in order to succeed.Originality/ tax The article collapses a thorough analysis of the key elements conglomerate in the be intimate initiative companies motivations, characterization of the make up it off consumers, and the vocation sit to attend the make love. Keywords Private bena organizations, Emerging markets, Consumers, Poverty, Disadvantaged groups Paper type Re chase paper beneathpin the concept, and refutes its staple fibre premises. Instead of a market of untapped potential, this literature stream sees a ? nancial desert that screw principles whitethorn harm more than help. The get along may be a less a source of signi? sham pro? ts than a source of serious buttones.Karnanis analysis posits that the hapless may want the same wares as the copious do but by virtue of being unequal, they domiciliatenot afford them. The ridiculous spend most of their income on food, clothing, and fuel. For the brusk, the mathematics ar clear buying a branded product reduces the funds they must devote to survival. In contrast, Karnani argues that raising income ordain alleviate their poverty, provide hail impelling products to an opposite(prenominal) consumers, and allow the erst unforesightful to consume more. Raising their incomes may require that they go away producers with s dishearten jobs and wages. Both judgementpoints concentrate on the poor but draw varied onclusions about how to alleviate their poverty. The twain positions as well as differ in the nature and proper character reference of industry and government. In light of the differences, the argument would bene? t from empirical selective information that tests the rudimentary premises of each viewpoint. Ve rifying the premises would allow further logical analysis of implications and applications of the concept. In fact, the enquire for clari? cation is recognized. In the next section, the authors provide some seats for the most traditionalistic and still dominant approach to market, i. e. the focus on the top of the pyramid (TOP).The rest of the article foc make use ofs on the after part of the pyramid ( eff) it explores Prahalads proposition and the opposing viewpoint, reviews key aspects of the eff initiative companies motivation the trip the light fantastic toe transaction type the role of little? nance and the key participants and proposes some implications and challenges for trade theory and employment, and ? nally some implications for marketers. An executive director summary for managers and executive readers can be found at the end of this issue. Introduction The bottom of the pyramid ( make out) approach to earning corporal pro? ts has foregathitherd dole out able attention in the arketing literature. It has awakened managers to the potential of serve an unserved market and alleviating the level of international poverty while still earning a pro? t. However, the BOP proposition, while clear, appealing, and enlightening has not been judge in an unquali? ed manner. cardinal severalize of the BOP literature puts forth the elements of the BOP proposition and supports its ? ndings with numerous case studies (Prahalad, 2004). Those studies portray the poor as motivated by similar desires as the rich. They want flavour products and any company that can supply those products at he right expenditure will gain their business. Some of the case studies show the strategies for reducing the effective price of products through packaging and growing spurn cost sizes. Prahalad and others describe the untapped potential of the BOP, and list strategies that companies may use to tap that potential. An opposing branch of the literature (Karnani, 2007a Martinez and Carbonell, 2007) analyzes the nature of the BOP market, the applicability of the case studies that The menses issue and full text inscription of this journal is available at www. emeraldinsight. com/0736-3761. htm Journal of Consumer merchandising 5/7 (2008) 393 401 q Emerald Group Publishing expressage ISSN 0736-3761 DOI 10. 1108/07363760810915608 393 The spare- clipping activity for the fortune at the bottom of the pyramid Journal of Consumer Marketing Dennis A. Pitta, Rodrigo Guesalaga and Pablo Marshall brashness 25 reckon 7 2008 393 401 The top of the pyramid guests, and labeled them as Platinum or Gold. In contrast, those with start to actually low LCVs earn the value labels, Iron and Lead. They point out that a hotshot Gold or Platinum client may cook a Lifetime Customer Value, legion(predicate) times high than that of someone in the Iron or Lead tier. Speci? ally, one Platinum customer may be worth more than tons of those labeled as Lead. Co nceptually, identifying value and potential pro? t deriving from the top of the pyramid is straightforward and represents traditional organization addresss. Companies can use bill market segmentation and product contrastiveiation to satisfy these tiers. Dealing with these customers requires professionalism, but the normal market interrogation actes, product development, channels of statistical statistical distribution, promotion, and credit functions should result in success. Thus, Zeithaml and her coauthors showed companies how to use their tried and trusted arketing approaches to maximize effectivity and pro? tability. The key is to serve those customers most ilkly to generate pro? ts or else of losses. The justi? cation is clear companies expect limited resources and should concentrate their efforts where the re cracks will be the highest. They demonstrate the value at the top of the pyramid (TOP) and overlap strategies for component part those customers while discou raging or level off ? ring the lower, money-losing tiers. For pro? t seeking companies, the customer pyramid approach is appropriate and allows them the best chances to survive in typically competitive markets.no(prenominal) surprisingly, the top of the pyramid (TOP) approach is at the heart of Western business practice. conventionally, businesses require a touch on of four conditions to belong successfully in a market segment. The segment must be identi? able, measurable, meaning(a), and admission chargeible. In Western economies, business and communication foots are developed suf? ciently to toy all of the criteria for most segments. Arguably, while all four conditions are cardinal, the substantial and glide pathible elements are the more important. For a pro? t- fashioning ? rm, the segment must be colossal enough to generate pro? s. If that condition is satis? ed, it is little that consumers in the segment be reachable by communications media to receive promotional m essages. In addition, they must be physically accessible to distribution alternatives. From a pro? t perspective, companies concentrate on those areas in which they can be effective, namely segments that meet all four requirements. Serving the TOP inevitably means a focus on pro? ts instead of revenues, and pro? ts are central to Western business. In practice, over time, numerous Western companies accommodate ceded market share or entire markets to others when the pro? ts eclined. One prime interpreter is the computer memory part market. Memory chips were once produced exclusively in the US and Europe. As Asian competitors entered the market, they cut prices at the spending of pro? ts. Their goal was to create chips the US ? rms wanted to make pro? ts. Consequently, US ? rms abandoned the market and searched for fundaments that were more pro? table. European and US companies still make chips. Their dominance of the microprocessor markets is the result of the strategic ques t for pro? tability. However, European or US players do not find the huge market for memory chips.To be accurate, the US companies actions are not crashn solely by the desire to earn pro? ts. Their organization, corporate coating, and internal processes require economies of scale, which demand exploiting the richest target markets. In many cases, successful companies have evolved into ef? cient machines whose foundation is high structural cost. Thus targeting the most lucrative segments is vital for continued success. Pro? t, in its simplest form, is the inordinateness of revenue over costs. If companies can drive costs low enough, it is conceivable that prices might be low enough for the poor to fford and high enough to generate a pro? t. However, earning a pro? t with such customers today takes enormous effort. More important, companies that exist today may be unable to drive costs low enough to succeed. In fact, costs are only one part of the equation. The underlying problem is that companies are ill equipped to serve the poorest customers. They dont really neck what the poor want and dont survive what bene? ts they seek in products and services. In addition, companies may not know what mix of product bene? ts, price, quality, promotion, and distribution industrial plant best for this segment.However, the focus on pro? ts has led to success. Recognizing the vastness of pro? ts, Zeithaml and her colleagues have worked on the customer pyramid concept (Zeithaml et al. , 2001). Without development the term, they focuse explicitly on the top of the pyramid, those consumers with the highest lifetime customer value (LCV). By dividing the customer pyramid into four sections called customer pro? tability tiers, they identi? ed the best, most pro? table The bottom of the pyramid approach Prahalads proposition In the book The Fortune at the Bottom of the Pyramid Eradicating Poverty through Pro? ts, C.K. Prahalad (2004), provided that initial expression that had been missing in merchandise thought. His book succeeded in planting the intelligence that consumers with low levels of income could be pro? table customers. He painted a picture of the double bottom line social goals feature with the business objective, pro? t (Harjula, 2005). Coincidently, he appealed to the best motivatings among those at the top of the pyramid. By citing examples of successful attempts to empower the poor and share in global wealth, he kindled the imagination of those who want the world to be a better place. This is an ppealing proposition low-income markets present a prodigious hazard for the worlds wealthiest companies to seek their fortunes and bring prosperity to the aspiring poor (Prahalad and stag, 2002). Prahalads proposition is an invitation to company executives, politicians, managers of non-pro? t organizations, and ordinary citizens, to view poverty as something that might be alleviated rather than inevitable. He presents a wellreasoned con ceptual view supported with case study selective information of how companies might mine pro? ts from the lowest economic strata (Hart, 2005 Prahalad, 2004). more of the reatment centers on the nature and scope of pro? ts and the collective wealth of consumers at the bottom of the pyramid (BOP). The master(prenominal) thesis of Prahalads work rests on the idea that the potential growth for many multinational (MNC) and forte sized companies does not rest on the weensy highincome market in the ontogenesis world. Instead, its source is the spile low-income raft that are joining the market for the ? rst time. This idea goes against the following 394 The quest for the fortune at the bottom of the pyramid Journal of Consumer Marketing Dennis A. Pitta, Rodrigo Guesalaga and Pablo MarshallVolume 25 Number 7 2008 393 401 assumptions, which, according to Prahalad, most MNCs make it is not pro? table for them to attend the BOP due to their high cost structure the low-income segment cannot afford the products and services they sell and only developed markets value innovation and will fall in for refreshful applied science. These arguments imply that governments and nongovernmental organizations (NGOs) should take care of the low-income segment. According to Prahalad, marketers who believe that the BOP is a precious unserved market also believe that even the poor can be reliable customers.Despite their low level of income, they are perspicacious consumers who want value and are well aware of the value brands favored by more af? uent consumers. This aim of thought recognizes the obstacle that low income creates. It postulates that if companies take the correct steps and devote suf? cient resources to firm the demand of the BOP, they can overcome barriers to consumption. This view rests on Prahalads calculations of the immense size of the global BOP, in his view, a $1. 3 trillion dollar market. Prahalad recognizes that serving the low-income sector requir es a commercial strategy in response to the needs of hose plenty to succeed, other players have to get involved mainly local and central government, ? nancial institutions, and NGOs. He proposes four key elements to thrive in the low-income market 1 creating buying power 2 regulate aspirations through product innovation and consumer education 3 improving access through better distribution and communication systems and 4 tailoring local solutions. opportunities and poverty eradication through pro? ts may set unrealistic expectations for business executives (McFalls, 2007). Second, the traditional timelines for achieving social goods versus pro? s differ (Harjula, 2005). furrowes may use a ? ve-year horizon as their benchmark for returns. In contrast, social goals like reducing smoking and other intumescent lifestyle behaviors may take generations. Thus, rather than viewing the poor primarily as consumers, this group suggest a focus on this segment as producers, i. e. potential e ntrepreneurs that can improve their economic part by increasing their income level. Companies must be willing to invest time, resources and fostering to insure that the producers create products with some barriers to entry and a reasonable level of productivity.They need to do so to avoid the trap of producing commodities that are diffused to duplicate and, thereby, keep the poor, poor. Otherwise, alleviating poverty becomes real unlikely. Reconciling the two opposing viewpoints It is clear from the front discussion that ? ndings in the literature about the nature, scope, and value of the BOP proposition are mixed. More research is needed on this topic to gain an accurate view of the presence and extent of opportunities at the bottom of the pyramid. The following sections examine some key elements of the BOP initiative that have been, acknowledged in the literature speci? ally, the ? rms motivations to attend the BOP market, the characterization of the BOP consumers, and the B OP business model. The latter element focuses on ternion major issues the role of micro? nance, the sizeableness of establishing alliances among different actors (e. g. for-pro? t ? rms, NGOs, governments), and how for-pro? t companies need to adapt their marketing mix to attend the BOP pro? tably. The opposing viewpoint The second literature thread emerged long time subsequently in the discussion and represents a thoughtful attempt to verify the bottom of the pyramid (BOP) concept.It questions the assuage with which companies may tap the BOP and whether pro? ts exist there at all (Karnani, 2007a). First, this group dismisses the promulgated calculations about the size of the BOP and its wealth. They describe the economic size of the BOP as considerably pocketableer than Prahalads estimate and cite the inherent subsistence problem the poor spend 80 percent of their income on food, clothing, and fuel. There is hardly anything left to spend after that (Karnani, 2007b). Second, t hey argue that it is precise unlikely that companies will be able to attend the BOP market pro? tably.In fact, the costs of serving this segment can be very high. BOP customers are usually much dispersed geographically they are very heterogeneous, which reduces the opportunities for obtaining signi? hypocrisy economies of scale and their individual transactions usually represent a low amount of money. In addition, consumers at the BOP are very price sensitive, which, again, makes pro? tability a dif? frenzy goal to achieve. Those factors show that the pattern that both pro? ts and social good can result from serving the BOP is questionable. First, each goal has different motivations, demands, and echanisms to satisfy and they can be contradictory. The differences between business realities and development imperatives are not easy to reconcile. Some recent case study work suggests that the early language around the inclusive capitalism idea that emphasizes unlimited business Fir ms motivation to attend the BOP market A comprehensive interrogatory of the BOP approach requires ?rst an understanding of why for-pro? t companies engage in such an initiative. The literature suggests two main motivations that companies have to attend the BOP market 1 they can convert this segments purchasing power into ro? ts and 2 they can bring prosperity to the poor, and gum olibanum alleviate poverty. ? For example, in the 1970s, draw shutdown was able to contribute to social progress while developing a competitive advantage and making pro? ts in Moga, a district in India. With the purpose ? of establishing local and diverse sources of milk, Nestle build many refrigerated diaries and then sent its trucks to collect product while providing ? nancing, nutritional supplements, and assistance and naturalizeing to the sodbusters. With this action, ? Nestle increased its milk turnout and the suppliers roductivity, improved the quality of the product and ? processes, and incr eased the penetration of other Nestle products in the region. In turn, furthestmers raised their ideal ? of living Nestle was able to turn over higher(prenominal) prices, and removedmers were then able to obtain credit. A second case illustrates how a focus on the BOP can be an important strategic goal, with two dimensions pro? tability and corporate social responsibility. Masisa is a lede company in the production and trade of wood boards for furniture and interior architecture in Latin America. It has 395The quest for the fortune at the bottom of the pyramid Journal of Consumer Marketing Dennis A. Pitta, Rodrigo Guesalaga and Pablo Marshall Volume 25 Number 7 2008 393 401 established the goal of generating 15 percent of the revenues from inclusive businesses, i. e. the bottom of the pyramid, before 2012. under their de? nition, inclusive businesses must be pro? table, and socially/environmentally responsible. They expect to help improve the standard of living for low-inco me muckle by facilitating their participation in the value chain as suppliers, distributors, or other element of the hannel, and by providing them with access to products and services that can help them improve their socio-economic condition. cooperatively owned items like a television, a telephone, an electric generator, medical services, or even something to help make products for sale. Managing that sum for the rough-cut good presents a major dilemma community public assistance versus individual choice. People in the BOP would need a high sense of community involvement and consumer education to make responsible choices. A non-pro? t community action organization or a socially conscious business would be very helpful in marshalling cooperation.However, overly many of the poor make poor choices like spending money on tobacco instead of food for their children. Even if this optimistic level of potential purchasing power exists, harnessing it for pro? t will be extremely dif? cul t. One further concern questions this premise. Traditionally, serving the poor was the role of charities, not for pro? t, and other non-governmental organizations. Much of the excitement that the BOP proposition has generated stems from the comprehension of pro? t making companies in the process. The thought is that pro? t will be a powerful goad toward achieving success.Pro? t is clearly an incentive but beyond the cases cited in Prahalads work, there is little proof that companies can make the shift. More empirical data would aid the process of developing purchasing power. Purchasing power and pro? tability Karnani (2007a) notes that BOP concept rests on a fuzzy de? nition of the target market. It is dif? cult to ? nd an article in the BOP literature that does not cite the now democratic ?gure four billion. Four billion to begin with referred to those heap who primarily live in developing countries and whose one-year per capital income is under US$1,500 per annum.Some of the li terature takes as an article of faith that the BOP exists and earns that level of income. The perception is that individually the consumers are poor but together they represent massive purchasing power. However, authors de? ne the BOP income level using several standards, which obscures its true nature. For example, Hammond et al. (2007) consider the bottom of the pyramid as composed of people with per capita incomes below $3,000 in local purchasing power. Prahalad (2004) states that there are more than four billion people with per capita income below $2 per day at purchasing power parity (PPP) rates ($750 per year).This is a signi? cant reduction in previous estimates four billion people with per capita income below $1,500 per year ($4 per day) (Prahalad and Hart, 2002), or four billion people with per capita income below $2,000 per year ($6 per day) (Prahalad and Hammond, 2002). Other contemporary sources like the public Bank estimated the number at 2. 7 billion, in 2001. However , other researchers characterize the solid ground Bank forcing out as an overestimation, with some experts estimating the poor at 600 million (The Economist, 2004). The differences range from four billion to 600 million, a en jumbod enough gap to cause oncern. The three reported income levels range from $2-6 per day. The $2 per day criterion is arranged with previous literature in development economics. It is important to understand that how to alleviate poverty depends on the de? nition of poverty. development the $2 per day ? gure presents different challenges than the higher levels people who earn less than $2 per day have very different needs and priorities than people who earn $4-6 per day. Adopting the higher poverty line obscures these differences (Karnani, 2007b) and overestimates the potential at the BOP.In principle, it is clear that collectively the mass of poor customers do hold wealth. However, an additional problem is that they do not hold it in the right concentr ations. If one considers a hypothetical example, the nature of the wealth at the BOP may become a bit clearer. If a village of 1,000 adults earns an average of US$750 per year (the $2 per day ? gure), the gross earnings of the village are signi? cant. However, the question becomes how much remains after satisfying the necessities. Even if an impressive 10 percent of income remains per household, that translates into $0. 0 per day. It is dif? cult to perceive how such small sums might generate pro? ts. Collectively, the village may have $200 per day in expendable income. That might translate into community- Poverty alleviation and prosperity to the poor From a social responsibility perspective, there are distinct differences between a market-based approach to poverty reduction and approaches that are more traditional. Traditional approaches often focus on the very poor, proceeding from the assumption that they are unable to help themselves and then need charity or public assistanc e.In contrast, a market-based approach starts from the light that being poor does not eliminate commerce and market processes virtually all poor households trade cash or drive to meet a signi? cant part of their basic needs. The latter approach is the one for-pro? t companies have embraced to pursue the BOP initiative. The argument regarding poverty is that the poor face undeveloped distribution outlets and must pay monopoly prices for the goods they desire. In addition, they are unable to afford the standard quantities and qualities of products projected to richer consumers. This is consistent withHammond et al. (2007), who describe people at the BOP as having signi? cant unmet needs, and being dependent on informal or subsistence livelihoods. They are vulnerable, poorly integrated to the formal economy, and impacted by a BOP penalty under which they pay higher prices for basic goods and services than wealthier consumers. Successful attempts to bring quality products to the poo r at affordable prices would overcome the high price of poor distribution (Martinez and Carbonell, 2007). In that sense, it would increase their purchasing power by bringing previously unaffordable goods at bottom their budgets.However, the $2 per day income limit is a signi? cant obstacle and may make this goal insurmountable to attain. There is some hope in alleviating poverty but it is more in line with Karnanis vision of the poor as producers who are able to boost their income suf? ciently to rise above the bottom of the BOP. The very recent example of ITC Limited outlined the distribution based economic problems faced by poor farmers in India. There are many factors that affect the ? ow of goods and services in and out of rural areas, and thus reduce the rural populations income and quality of life 96 The quest for the fortune at the bottom of the pyramid Journal of Consumer Marketing Dennis A. Pitta, Rodrigo Guesalaga and Pablo Marshall Volume 25 Number 7 2008 393 401 (Va chani and metalworker, 2008). fleck the major source of problems was the poor transportation infrastructure, other factors influence to keep disadvantaged groups like poor Indian farmers in poverty. Buyers bully them into accepting buyers prices. Moreover, farmers are ignorant of their rights and the market value of their crops. In addition, they pay monopoly prices for the items they need.These factors act to keep them at a disadvantage and unable to earn the proper income from their efforts. By addressing farmers insufficiency of information about the current value of their crops, the best beginning to use for high yields, proper nation practice, and alternative outlets for their crops, ITC increased their welfare. To accomplish this, ITC set up a parallel distribution system, which led to increases in farmers income and consumption. The effort started at the grassroot with ITC hiring agents already in the ? eld and rewarding them for improvements in farmer welfare and consu mption.The company placed computers with satellite based internet connections in each village and taught farmers to use them to assess current crop pricing. ITC guaranteed to match or exceed the prices offered by others. In addition, ITC provided products farmers needed like seed at a discount from the existing retailers. There was signi? cant missionary education aimed at allaying the farmers fears of exploitation. After a few farmers tried the system, more of them signed on. The result was increased income, higher satisfaction, more independence, and lower cost to purchase supplies.The example is encouraging and demonstrates the commitment and stamina organizations need to operate at the BOP. ITC set up a private distribution network that was more closely associated with a cooperative than the typical channel. Farmers and grassroots agents who k innovative their needs very well cooperated to operate the channel and share in its economic bene? ts. In essence, ITC adopted Karnanis model of buying from BOP producers to raise their level of income developing them into pro? table customers. Can companies really generate pro? ts and alleviate poverty at the BOP? This example seems to show that they can.It also shows the extent to which companies will have to re-engineer their approaches and operations to succeed. There is some data on the changes in the size of the BOP that aid in forecasting the future. Chen and Ravallion (2007) report a decline in the proportion of people living under the poverty line in the developing world over the period 19812004. That represents a reduction of about 0. 8 percent points per year over the period. Separate from the numbers, the question remains, Who are BOP customers? Current demographic labels such as blue-collar or working-class, fail to capture the extreme level of poverty.As marketers gain more experience with the BOP, it is possible that other profitable differentiations may emerge based on speci? c variables, such as b ehavioral or psychographic. The global distribution of BOP customers adds another factor to consider horticulture. The cultures of Latin America, Asia, and Africa differ widely. It is logical that differences in culture will affect future attempts to understand the needs of the BOP segments. In general, DAndrea et al. (2004) ? nd that consumers at the BOP spend a higher portion of their income on consumer goods (50 to 75 percent), as compared to wealthier segments (around 35 percent).These authors also ? nd that, due to their limited and unstable cash ? ow, lowincome consumers tend to shop daily and spend small amounts of money each time. Then too, they are reluctant to buy in places that are located far away from their homes. The ? ndings show that stay at home mothers make most of the purchases and family spending decisions by doing this, they ful? ll roles as wife, mother, and household manager. Companies currently devote resources to listening to the voice of the customer and a re con? dent in their efforts with currently serviced segments. A change of focus to the BOP ill require new techniques, and freedom from reliable knowledge. The BOP is so radically different that companies will have to ignore what they know as truths that may not apply anymore. Faulty new product development eradicates the potential for pro? t and foreign product development (NPD) territory increases the risks of failure. Firms can increase their NPD success rates by integrating consumers into the process as boundary spanning team members instead of mere respondents to surveys. Thus, product development will bene? t from the arousal of customers at the lowest levels of income (Pitta and Franzak, 1997).However, that initiative will be supremely different from current successes. A good example of how companies, NGOs, governments, and other institutions can collaborate in this aspect is the formation of BOP learning laboratories (McFalls, 2007). The laboratories were designed to i nvestigate the complex factors that interact at the BOP as well as opportunities for both sustainable and human development. More initiatives like this one are needed, as well as research on the characteristics of the BOP consumers. Characterization of BOP consumers A fundamental requirement to attend the BOP market uccessfully is to know deeply the characteristics of the people in this segment. Some academic studies and reports from NGOs have contributed re? ning the understanding of the BOP how many they are, where they are located, what their income level is, and what some of their characteristics in terms of needs and habits are. According to Hammond et al. (2007), the BOP is concentrated in four regional areas Africa, Asia, Eastern Europe and Latin America and the Caribbean. 12. 3 percent of the BOP lives in Africa, 72. 2 percent in Asia, 6. 4 percent in Eastern Europe and the remaining 9. 1 percent lives in LatinAmerica and the Caribbean. Rural areas dominate most BOP markets in Africa and Asia while urban areas dominate most in Eastern Europe and Latin America and the Caribbean. Estimates of the size of the BOP in US dollars or buying power approximate $1. 3 trillion. The Asia market has a buying power of $742 billion, Latin America market is $229 billion, the Eastern Europe market $135 billion and Africa $120. The BOP business model In spite of the opposing viewpoints in the literature regarding the extent to which there is a business opportunity at the BOP, there is agreement that serving the low-income sector ro? tably requires a different business model (Chesbrough et al. , 2006 Prahalad and Hart, 2002). Prahalad and Hart (2002) state doing business with the worlds four billion poorest people two thirds of the worlds population will require radical innovations in technology and business models. Moreover, the market at the BOP requires a 397 The quest for the fortune at the bottom of the pyramid Journal of Consumer Marketing Dennis A. Pitta, Rodrig o Guesalaga and Pablo Marshall Volume 25 Number 7 2008 393 401 combination of low cost, good quality, sustainability, and pro? ability (Prahalad and Hart, 2002). As a result, for-pro? t ? rms need to understand how the BOP segment differs from upper tiers, and adapt the marketing approach to meet the characteristics of consumers at the bottom. Prahalads concentration on the bottom of the pyramid requires a sea change in a companys approach to business. Attempts to reap pro? ts from the BOP using current marketing techniques will fail. Failure will result because the products are too expensive or compound, are not available in small enough quantities or sizes, or are simply not what the poor want. The BOP is not low hanging fruit.It is a market with potential, and achieving that potential will require costly effort and innovative strategies (Seelos and Mair, 2007). Even with a completely new management approach, evidence suggests that pro? ts at the bottom of the pyramid may be elusive (Karnani, 2007a). The literature suggest that the three most critical aspects in developing a new business model to serve the BOP are the access to credit, the establishment of alliances, and the adaptation of the marketing mix. The following subsections address these issues. still in its early stage in countries like Brazil, Mexico, and Argentina.Most of the edges that have participated in micro? nance are large commercial banks in search of new and attractive markets. The main reasons for commercial banks to attend the BOP have been . the strong competition among large banks . the evidence by NGOs supporting the BOP initiative . the social responsibility dimension . the opportunity to shift their business operation and . the possibility of working together with other institutions, like NGOs and governments. According to Westley (2007), by the end of 2005, there were 30 commercial banks in Latin America oriented to the microentrepreneurs.The establishment of alliances The re is recognition that serving the BOP requires the involvement of multiple players, including private companies, governments, nongovernmental organizations (NGOs), ?nancial institutions, and other organizations e. g. communities (Prahalad and Hart, 2002). By infusing the pro? t motive into value foundation garment, the hope is that private companies will take the leading role in serving the BOP and, thus, the purpose of alleviating poverty will more likely succeed. Prahalad and Hart (2002) suggest that, among private companies, multinational corporations (MNC) with huge ? ancial resources are in the best position to lead the process of interchange to the poor. However, MNCs have entire weaknesses that limit their potential for success with these consumers. They are simply too large, too rigid and too far from the customer to be effective. Instead of the top down approach that MNCs represent (McFalls, 2007 Harjula, 2005), a bottom up process is necessary (Karnani, 2007a). Chan ging perspectives from top down to bottom up is so complicated that if MNCs are to be involved, they may have to create ? exible subsidiaries free from the corporate structure, processes, culture, and assumptions.ITC has succeeded using that model and has done so at the grassroots level. Therefore, more research is needed to ? nd out under which circumstances MNCs or other types of private company should lead the BOP initiative. This line of argument is consistent with DAndrea et al. (2004) who, in the context of retailing in Latin America, suggest that smallscale independent supermarkets and traditional stores are more likely to reach emerging consumers than MNCs. Likewise, NGOs have been critical in the development of the business model infrastructure in several successful cases of for-pro? t ? rms serving the BOP.For-pro? ts have created sustainability for the technology used (Chesbrough et al. , 2006) NGOs, understand peoples needs. In addition, NGOs are closer to people at the BOP, and are better fain to educate them. For example, in Uganda, Africa, the NGO Infectious Disease make up in Kampala collaborated with P? zer by educating people about the causes of AIDS, and how to prevent and combat it. This facilitated P? zers initiative to provide these people access to drugs that combat HIV/AIDS (Chesbrough et al. , 2006). Lastly, the public sector has an important role in developing the BOP proposition.The focus is changing from traditional governmental assistance delivery, to different ways of creating a sustainable environment for aiding the BOP. For example, Micro? nance Microloans are well know and originally seemed like the answer to self-suf? ciency. The concept that a poor consumer could gain a small loan and become a producer alter to family income and independence is tantalizing. There is evidence that microloans have succeeded in aiding the bottom of the pyramid. There is also evidence that many of the would-be entrepreneurs failed to capitali ze on such credit. They got deeper into debt (Karnani, 2007a).Some authors point out that the entrepreneurial skill that can lead to success is rare. Most individuals would rather have a guaranteed income rather than admit the risk that entrepreneurship entails. This adds to the argument that if businesses can create jobs and boost the poors income, then consumption will follow. Those businesses may not be able to obtain outside ? nancing. The BOP segments are not able to generate suf? cient pro? ts to justify a high cost of capital. To reduce the cost of capital, perhaps collaborationism with funding sources like the World Bank or other NGO will be necessary.With ?nancial aid, companies nerve-wracking for the BOP market may be able to succeed. The creation of buying power is one of the key elements that allow low-income segments to reach product and services. Formal commercial credit has been unavailable to this market and the cost of accessing and getting ? nancial services in the informal ? nancial market is enormous. Since the pioneering initiative of Grameen Bank, in the mid of the 1970s, several ? nancial institutions have been very successful in offering ? nancial services to low-income people who were not traditionally served by the formal bank system.Programs for microcredit have characteristics that are speci? c and different from those of the traditional banking sectors. These differences include property and corporate governance of the institutions, characteristics of the consumers, the technology used to manage credit, and the characteristics of the product and service. The growth of the microcredit market has been heterogeneous across countries. For example, in Latin America, the micro? nance industry has had a signi? cant ? growth in countries like Peru, Bolivia and El Salvador but it is 398 The quest for the fortune at the bottom of the pyramidJournal of Consumer Marketing Dennis A. Pitta, Rodrigo Guesalaga and Pablo Marshall Volume 25 Num ber 7 2008 393 401 the render of funding and training to entrepreneurs is a way governments can support consumers and producers at the BOP. Another example is design supportive tax structures that promote private sector investment in BOP initiatives. distribution makes the poor poorer. Today, with escalating global fuel costs adding to the cost of transportation, the poor face an increasingly rigorous future. The lack of infrastructure serving rural areas also increases prices.For example, in Chile, consumer goods prices in the remote North and South of the country are 20-25 percent higher than the more highly populated central zone of Santiago and Valparaiso (Ferreira and Litch? eld, 1999). The idea of af middling in distribution channels for consumers at the BOP is very important. This means, for example, having stores that are both geographically close and affectively close. In other words, emotional proximity is also very important. A good example is Banco Estado, a stateow ned commercial bank, which consumers consider the closest to the BOP segment.The reasons are its extensive distribution, its perception of being adaptive to peoples needs, its ? exibility, and its position as affectively close. In the context of retailing, DAndrea et al. (2004) show that the development of personal relationships with the stores strength has a positive effect on consumers self-esteem and well-being. Pricing for the bottom of the pyramid is, of course, also very critical. The challenge here is twofold. On the one hand, there is the issue of affordability prices need to be affordable to BOP consumers. Ramaswamy and Schiphorst (2000) emonstrate the challenges in companies trying to serve the poor. In order to achieve affordability, they must reduce the costs of production and simplify the products. On the other hand, ? exibility in payments is also very important. Providing options of how and when low-income consumers can pay for their products and services constitutes both a challenge and a source of competitive advantage to private companies. To do this, private companies may need the assistance of commercial banks and NGOs as key partners. Some marketing theorists (Karnani, 2007b) view the BOP as a collection of producers rather than consumers.Therefore, innovative payment models, which allow BOP consumers to pay using a marketing deputize model would increase their ability to pay for the things they consume. The ? Nestle milk agricultural exchange model cited above comes to ? mind. In that model, Nestle actually paid farmers for their milk at attractive prices. They could use the money to buy seed at as attractive prices. It is a small step to consider a more traditional barter system. As long as the barter system offered fair pricing it would present a win-win situation that would help sustain the arrangement. The marketing mixIt is no surprise that serving different market segments may require different marketing mixes. Therefore, for-pro ? t ? rms need to understand how the BOP segment differs from upper tiers, and adapt the marketing approach to meet the characteristics of these consumers. Since affordability is at the heart of serving the BOP, product modi? cation will help lower the price and improve affordability. The parallel strategy, reducing product size works in higher customer tiers but has limited usefulness at the lowest levels. In India, unit-use trim down size cachets of shampoo do promote consumption but are not the answer.The higher cost of packaging erodes pro? ts, and the resulting discarded packaging adds to pollution. The problem remains that the customer still has to allocate strange income to the shampoo. One answer is to create a bare-bones product with less product features that the poor can afford. One example, Nirma detergent made in India, highlights a poorer product that is affordable. A single entrepreneur created Nirma to compete with Hindustan levers market leading detergent, Surf. Surf gained market share because it is an excellent product. It has numerous additives that make it effective yet gentle to humans.Its cost was signi? cant. In fact, Nirma does not contain many of the ingredients and safeguards of its rival. It works but can cause blisters on the skin (Ahmad and Mead, 2004). Despite its harshness, the poor embraced it because they could afford it. The implication is that research must also seek to adapt foreign solutions to local needs (Prahalad and Hart, 2002). Evidence shows that consumers at the BOP care about branded products, because leading brands are a guarantee of product quality, which is particularly important to this segment because the ? ancial loss from an underperforming product is greater for people with limited incomes (DAndrea et al. , 2004, p. 6). However, emerging consumers are not very loyal to speci? c brand names, although they do not experiment with unknown brands. In practice, they switch among a few known brands (DAndrea et al. , 2004). DAndrea and colleagues also argue that low-income consumers prefer products in small sizes, even if the perunit cost is higher, because of their income and space constraints. Moreover, too many varieties of products can harm emerging consumers purchasing experience. They may eel tempted to buy things they dont need or cant afford, which can produce a feeling of inferiority or thwarting (DAndrea et al. , 2004). Marketers also need to revisit distribution channels also to attend the BOP market effectively. Vachani and Smiths (2008) recent work dealing with inclusive distribution has merit as a model for success. In essence, their examples infused a social action philosophy into a business model. One of their focal companies, ITC, demonstrated the vision necessary to discern pro? ts in the future and the determination to invest in a new distribution channel as a in-win proposition. Undoubtedly, the high cost of Conclusions and challenges for marketing theory and practice While the picture is not completely clear, the bottom of the pyramid may offer opportunities to create value for both the poor and companies. Early promises of a fortune seem to have been overstated. The degree of wealth present among the poor is much lower than ? rst reported. In addition, that wealth is too fragmented to be tapped under the current business models. It now appears that the basic concept overestimates the role that BOP consumers can play in contributing to company pro? ts.There is still no agreement in the literature about how bene? cial selling to the BOP can be for private companies, or for alleviating poverty. However, there are several elements of the BOP proposition that have been identi? ed as critical to 399 The quest for the fortune at the bottom of the pyramid Journal of Consumer Marketing Dennis A. Pitta, Rodrigo Guesalaga and Pablo Marshall Volume 25 Number 7 2008 393 401 succeed. First, an accurate characterization of the low-income sector both as c onsumers and as producers is required to understand their needs, perceptions, and behavior, which in urn will help companies to design a better business approach. Second, it is important to recognize that serving the BOP market requires a different business model, one incorporating access to microcredit, the establishment of alliances of collaboration among different types of institutions, and the adaptation of the marketing mix. Until companies better understand the needs of emerging consumers and adapt their business models to serve them more ef? ciently and effectively, their growth will be limited (DAndrea et al. , 2004, p. 3). It is well known that BOP markets involve managing ubstantial challenges in technical and economic infrastructure, education, ? nancial resources, and cultural differences. As participants from the economic sectors progress, a number of questions need to be addressed. Gardetti (2005) articulated them clearly. They include How can a company turn its strat egy at the BOP into a competitive advantage? What kind of business model will work? How can it build trust in the informal economy? What kind of education do business schools need? How does new technology integrate? How can we develop the educational/ social infrastructure? Moreover, from the viewpoint of egulatory and policy formulation, if incoming the markets at the base of the pyramid is a sound choice for both development and business, what does it take to turn this into a reality? Scholarly research, as well as practitioners participation in BOP initiatives, can provide some answers to clarify the true nature and scope of the fortune at the bottom of the pyramid. example in India showed its value in distribution and in customer relationship management. It will be equally valuable in research, product development, pricing, and promotion. Fourth, pricing is of paramount importance in serving the oor. In a for-pro? t enterprise, consumers must pay for the cost of serving them. Microcredit is one potential solution. It may be a limited solution, useful only to consumers with the skills necessary to manage it. However, innovative exchange models may offer even those without ? nancial management skills a chance to improve their condition. Fifth, given the economies of the BOP, it is likely that if pro? ts come, they will come later rather than sooner. Organizations need to choose a long-term involvement in order to avoid shame and a ? nancially ruinous midterm decision to exit.Finally, marketers should understand that some products are simply not worthy for the poorest of the poor. Some products of dubious value to this segment, like Armani handbags, or even cheap counterfeits, will have no place at the BOP. More importantly, some products and services related to health care will eternally be simply too expensive. Altruistic surgeons may care for uniquely disadvantaged patients by donating their time but they are only one part of a surgical team. Even if the hospital and each member of the team donate facilities, their time, and the resources to save a atient, that model is not sustainable as a for-pro? t venture. Similarly, the cost of a ten-day supply of a life-saving antibiotic cannot be reduced realistically using the smaller package size option. The implication would be either reduced daily doses or fewer full strength doses. Both are likely to breed drug resistant organisms and thereby threaten the life of the patient and society. To remedy this situation, other players like governments and NGOs will be important. many a(prenominal) marketers must realize that collaborating with them is important. To be effective, the collaboration must be proactive.Marketers wishing to serve the BOP, who recognize the importance of alliances with others, should seek out relationships with both government and NGOs. Early and persistent outreach will be valuable in alerting all of the players to each others strengths and in creating an accur ate picture of the challenges. Politically, coalitions of organizations with different fundamental objectives are prone to misunderstanding. Often their terminology is similar but the meaning is different. Alternatively, their objectives may be so totally different that they are fundamentally foreign to one another.If the goal is poverty eradication at a pro? t, all the players must collaborate. The goal may be so dif? cult and achieving effective teamwork is essential. Implications for marketers In general, if pro? t-seeking companies plan to serve the BOP, numerous factors will have to change. First, marketers will have to approach the BOP in a novel manner different from any they used in their prior successes. The BOP is mostly unknown territory. They may have to reinvent themselves or create divisions with substantial independence. If the old segmentation rules that worked at the TOP no longer apply, either will the product development, sales, pricing, distribution policies, and management. In addition, the pro? t objectives and revenue goals will have to be changed. Those who are not prepared to address the sea change in marketing approach should avoid entering this market. Second, simply modifying products and selling them is a path to failure. Success will depend on knowing the BOP intimately. Currently the BOP is terra incognita in terms of segments and their needs. To succeed, marketers must be able to differentiate different income segments and their value. Within the various BOP de? itions, there are three apparent segments, under $2 per day, $4 per day, and $6 per day. The needs and incomes of the segments seem to differ enough to indicate that they be treated differently. Marketers need to know which ones to serve and how to serve those successfully. Third, in order to understand the voice of the BOP consumer, companies need grass roots sources of intelligence. Collaborating effectively with agents on the ground who have direct contact with releva nt BOP segments is vital. Moreover, companies must train those agents to seek ? information that will help serve those customers.The Nestle References Ahmad, P. S. and Mead, J. (2004), Hindustan Lever Limited and Project twinge , Darden Business Publishing, Charlottesville, VA. Chen, S. and Ravaillon, M. (2007), Absolute poverty measures for the developing world, 1981-2004, Policy Research Working Paper 4211, World Bank, April. Chesbrough, H. , Ahern, S. , Finn, M. and Guerraz, S. 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Pitta can be contacted at emailprotected edu To purchase reprints of this article please e-mail emailprotected com Or visit our web site for further details www. emeraldinsight. com/reprints 401