Imperialism And The United States - 1368 Words

Imperialism is a recurring theme in the history of the world. Stronger countries see themselves as superior to other societies and believe their ways are right. They force religion, government, and practices on countless foreign lands. At the very end of the nineteenth century, the outcome of the Spanish-American war divided Americans into those for and against the annexation of the Philippines. The masses supporting it saw the islands as a strong foothold for the country in Chinese markets, compared to the minority which believed the United States was founded to escape oppression and should not lead to doing the same upon others. America becoming an imperial power shifted the world stage, and opened opportunity in trade on the other side of the world. Annexing the Philippines changed how other countries saw the United States, but more importantly it changed how Americans feel about their country; citizens rallied around the flag after defeating Spain because surpassing the empireâ €™s navy gave them something positive to think of after all the turmoil over the past hundred years (and still at the time over working/living conditions and inequality between races/genders). It gave the public a reason to be patriotic. If the United States did not annex the Philippines when it did, it would not have had the ability to become the strongest government in the world and increase exports throughout Asia, but at what cost? American leaders decided it would be a good power move, but didShow MoreRelatedCultural Imperialism And The United States1475 Words   |  6 Pagestime in Guatemala, I believe that the social issues I came in the most contact with were hegemony and cultural imperialism, or in other words, the influence the United States has over Guatemala. No matter where I was, whether it be the streets of the small town of San Miguel or the larger, more developed city of Guatemala City, I could not help but notice how much of an impact the United States has. Th roughout the course of a month we learned a lot about the root causes of poverty- America as a hegemon-Read MoreThe United States : An Age Of Imperialism1875 Words   |  8 Pagesnineteenth century the world was in an Age of Imperialism. The foremost European powers were all competing and swiftly increasing their territorial claims. Americans have always felt the desire to grow and expand the United States, they ultimately proved that with Manifest Destiny, when they settled from the east to the west coast. The idea of expansion overseas was something not new to the United States. The war against Mexico had allowed the United States to be carried into the Pacific and the issuingRead MoreAmerican Imperialism the United States (U.S.)1562 Words   |  7 PagesAmerican Imperialism in the Nineteenth Century During the late nineteenth and early twentieth century’s the United States (U.S.) pursued an aggressive policy of expansionism extending its political and economic influence around the world. What is imperialism? Why this policy was adopted and how it was rationalized. The major events that took place and which countries of the world the U.S. became involved due to this policy. Finally, we will see, not everyone supported foreign affairs by theRead MoreAmerican Imperialism : A Part Of United States History1463 Words   |  6 PagesAmerican Imperialism American Imperialism has been a part of United States history ever since the American Revolution. Imperialism is the practice by which large, powerful nations seek to expand and maintain control or influence on a weaker country. Throughout the years, America has had a tendency to take over other people s land. Authors like Frederick Jackson Turner, Alfred Thayer Mahan, Albert J. Beveridge, Mark Twain, and William James all distinctive perspectives on U.S expansion and imperialismRead MoreImperialism And The United States Experience During World War I855 Words   |  4 PagesOne, the United States encountered many challenges, affecting America and Foreign Nations and their respective populations. Imperialism, economic expansion and industrialization impacted the United States’ experience during World War One. Americans were forced to recognize their strengths and weaknesses internally and externally. Imperialism is defined as a policy or practice by which a country increases its power by gaining control over other areas of the world . Prior to United States engagementRead MoreThe American War Of 18981372 Words   |  6 Pagesthat the United States was destined to stretch from coast to coast. Individuals began to migrate west in droves, rapidly expanding the United States until they reached the Pacific. In 1890, the Census Bureau declared that the frontier had been â€Å"officially closed.† Americans had settled the far reaches of their country, fulfilling manifest destiny. The United States began to set its sights on greater, overseas conquests. In the late nineteenth and early twentieth centuries, the United States embarkedRead MoreNegative Effects Of Imperialism973 Words   |  4 PagesAmerica annexed many new and useful lands due to this decision. Imperialism therefore, was justified because it provided protection and food for the developing countries. Imperialism also helped the United States acquire countless amounts of land with an abundance of resources. However, many argue that imperialism was harmful because it caused many people to lose their lives. Imperialism had many positive effects because the United States would protect and help the developing countries. They helpedRead MoreThe Imperalistic Monster644 Words   |  3 PagesThe roots of imperialism have emerged from the ground since the beginning of time. Imperialism is the expansion of a countrys power and influence through diplomacy and military force. Imperialist nations of the recent past used brute force to conquer and enforce their control over other parts of the world. For example, when one looks at Europe at the beginning of the 19th century. One can see that the brutal force of Napoleon Bonaparte’s military extended French dominance over much of Western EuropeRead MoreTo What Extent Was Late Nineteenth-Century and Early Twentieth-Century United States Expansionism a Continuation of Past United States Expansionism and to What Extent Was It a Departure?1184 Words   |  5 PagesAPUSH To what extent was late nineteenth-century and early twentieth-century United States expansionism a continuation of past United States expansionism and to what extent was it a departure? Throughout the history of the United States, America had a desire to expand its boundaries. The United States acquired most of its land during the nineteenth and early twentieth century with a brief break during the Civil War and Reconstruction. However, the way America went about graining new landsRead MoreDifference Between Formal And Informal Imperialism1721 Words   |  7 PagesDIFFERENCE BETWEEN FORMAL AND INFORMAL IMPERIALISM Name University Course Tutor Date Difference between formal and informal imperialism Throughout the history of the world, different kingdoms have been competing to expand their territories. In most cases, the expansion of theses territories has been at the expense of weaker territories that are incapable of fighting back effectively owing to different barriers . For example, the Mongols expanded their territory in less than a hundred years

Integrity And Moral And Ethical Principles - 926 Words

Integrity is a word that has slowly disappeared from not only our workplace but also in society. It seems we are facing a serious lack of integrity in the world. We are instead dominated with words like corruption, greed, embezzlement and headlines of people who have made really bad choices. Every day we all face making decisions that only define who we are but also what we believe in. Many times the choices or decisions we face may seem insignificant but it is important to realize that even the most trivial decision can have a huge impact on our self-respect, integrity and ultimately our character. So what is integrity exactly? Well according to the Oxford Dictionary, integrity is defined as, the quality of being honest and having strong moral principles; moral uprightness. It is the adherence to moral and ethical principles. Simply put, it is the measure of one’s character – and Jesus is the perfect example of a man of integrity! The Bible is filled with verse s on integrity and urges integrity in believers. Proverbs 28:6, tells us that integrity is more valuable than riches; Exodus 8:28-32, tells us that integrity means giving our word and keeping it; Zechariah 8:16-17, warns us that the Lord hates lies and lack of integrity. I believe integrity is a characteristic that most of value in ourselves, and hope to find in others. Like anything worth having, integrity is something we must work at, to have it. I try to live my life by consistently making the rightShow MoreRelatedEthical Decision Making : Business Ethics And Social Responsibility1295 Words   |  6 Pages Ethical Decision-Making De’Ambre Zanders OMM640: Business Ethics and Social Responsibility (MOH1616A) Instructor: Dr. Maja Zelihic May 1, 2016 Abstract In any type of business, ethical decision-making is usually at the forefront of company operations. It shapes the foundation of a company and gives employees a moral compass as to what is expected of them ethically. Ethical-decision making prevents individuals from profiting from their own personal methods, while representingRead MoreWhat Is Ethical Leadership?948 Words   |  4 PagesWhat is ethical leadership? Before answering the question, let s look at the definition of ethics and leadership. According to the Oxford dictionary ethics is defined as moral principles that govern a persons or groups behavior. Moreover, the Oxford Dictionary defines the word leadership as follow â€Å"the action of leading a group of individuals or an organization. Ethical and moral leadership are related to concepts such as trust, honesty, consideration and more. Daniel PalmerRead MoreEnrons Ethical Dilemma1118 Words   |  4 Pagesï » ¿Enrons Ethical Dilemma: Ethical and moral issues have received substantial focus in the modern society because of the recent cases in which huge corporations with big profits and earnings have faced bankruptcy. Enron is an example of corporations that have faced bankruptcy in the recent past because of the numerous problems it had with federal and state governments for manipulation of financial statements. While these problems are not only attributed to organizational issues, accounting firmsRead MoreEthical Principles Of The Workplace796 Words   |  4 PagesEthical Principles in the Workplace In the corporate world today, businesses that are enormous and those that are less enormous, must follow some ethical principles. An organization’s ethics matters significantly because standards lean toward the organization’s reputation regarding trust, respect, equality, and fairness† (Society for Human Resource Management, 2015, p. 119). To just put it, having ethical principles in place that are good for the business matter and sometimes they don’t. For exampleRead MoreEthical Issues Affecting Society Is Its Lack Of Ethics And Standards1234 Words   |  5 Pagesstandards. Ethical standards determine moral conduct. No matter where one looks, the erosion of ethics and basic moral principles of right and wrong have taken us to the point where trust in our institutions and the very systems that make our society work are in imminent danger of oblivion. Ethical dilemmas are not clear choices between breaking the law and being law-abiding; they are at tim es complex moral mazes with no easy answers (Luftig Ouellette, 2009). The law often incorporates ethical standardsRead MoreThe Moral Rules Of Statistics957 Words   |  4 PagesThe act of statistics has a few moral issues correlated with it that should be managed by statistical analysts. While it is generally disputed that religion does not assume a part in the act of statistics, a Christian perspective and Christian standards can pertain to the moral circumstances that emerge. Truth be told, this has been the center of a few conversations as well as insightful articles. The motive for this paper is to examine the moral rules that I find significant, how the insightfulRead MoreEthical Concepts Of Ethical Traditions942 Words   |  4 PagesEthical traditions are a bunch of things people believe that are right and wrong. The people have been set in their ways and think this way most of their lifetime because it is usually a learned behavior (Gonzalez-Padron, 2015). As for Bill’s business Bill use three ethical traditions dimensions. The first dimension is considered action. Action has to do with what the company is doing, and in Bills company he pride himself to be an honest and caring and have a reputation of integrity and owned aRead MoreEthics And Ethics Of Business Ethics1304 Words   |  6 PagesBusiness Ethics Varun Shah University of Texas at Dallas Business Ethics Morals are a crucial part of life. Without having principles one would never be able to distinguish the right from wrong and good from evil. Just as it applies to life in general, ethics is an integral part of doing business as well. When we here the term Business Ethics in our work place, we usually do not take it seriously and brush it off saying ‘it’s just a simple set of basic rules like not cheating and so on’. ThisRead MoreThe Ethics Of The Arizona Peace Officer Standards And Training Board941 Words   |  4 Pages The following will describe an ethical issue in my own area of study as well as provide a moral response. It will be inclusive of two moral theories might respond to the issue and provide an explanation of how the principles contained in a code of ethics for my discipline relate to the issue. Law enforcement has one key ethical issue: integrity. Dictionary.com defines integrity as â€Å"adherence to moral and ethical principles; soundness of moral character; honesty.† According to Cartwright, G. (2010)Read MoreWhat Is Business Ethics? Essay1117 Words   |  5 PagesBusiness ethics is a form of applied , and that knowethics or professional which analyse ethical principales and moral which means the ethical problem that arise in business environment. it is examining what is wrong and right. â€Å" Then doing the right thing, but the right thing is not as straightforward as explained in many business ethics books B. Ethical Dilemmas By definition, ethical dilemma is a moral dilemmas, is like kind of situation where there is a choice must to be make between two options

Big Data Analytics for Agricultural Analytics-Samples for Students

Question: Discuss about the Big Data Anaytics Method for Agricultural Analytics. Answer: Introduction Big Data analytics is the procedure of evaluating varied and huge sets of data, which is known as big data and is utilized to unveil concealed patterns, preferences of various customers, market trends, unknown correlations and other beneficial information. This Big Data Analytics help the organizations and the companies to make informative and important decisions of the business (Nabrzyski 2014). This is useful in many analytics such as Supply Chain Management, Operations Management, Sports Analytics, Agricultural Analytics, Fraud Detection in Banking Sector, Sentiment Analysis. This report outlines the Big Data Analytics for Agricultural Analytics. Business Intelligence or BI technologies provide historical, current and predictive views of business operations based on the analysis, extraction and collection of business data to improve decisions (Srinivasa and Bhatnagar 2012). The report covers a brief introduction on Agricultural Analytics, consumer centric product design and a recommendation system. Discussion Consumer Centric Product Design Consumer centric product is an artifact or commodity that is made by a certain organization or company for its consumers. Specific or distinct product designer of that particular organization designs this product (Woodard 2016). A product is a service or good that almost meticulously fulfills the necessities of a particular market and generates sufficient profit to rationalize its pursuing existence. A consumer centric product is a commercially dispersed good, which is the result or output of a production, fabrication or manufacturing process and passes through a distribution channel before being utilized or consumed. This type products are tangible products and can be perceived. These products are designed or made for the sake of consumers of that organization (Srinivasa and Bhatnagar 2012). Consumer centric product design in agriculture means the products that are designed for the consumers or the customers of the agricultural industry. The farmers are benefitted through this proce ss. Consumer centric product for agriculture is the Electronic Farm Records or EFR, which includes and involves the data and maps regarding the various and several data such as content of moisture in air, air pressure, and precipitation, temperature of soil, electrical conductivity, pH level and nutrient contents. All the information are needed for the agricultural field for farming (Bennett 2015). Along with the above mentioned information, all possible types of information like social media posts, tweets, blogs, articles, news feeds, insurance and yield related information and past cultivation records. Big Data This is the world of Big Data. Big data deals with the analysis, storage and collection of data for understanding the data that not known earlier. Big Data Analytics in agriculture involves the understanding of the precipitation maps, crop records, profits of the farmers, diagnosis reports with the constant analysis of streams of data about the specific agricultural area at every specific point of time (Chen, Chiang and Storey 2012).Big Data in agriculture and farming refers to the Electronic Farm Records or EFR. Big Data can store all these information easily in the Electronic Farm Records. The scientists of Big Data are trying to make it easy for the farmers in the agricultural fields (Kumar et al. 2017). Using the Big Data, the farmers can easily understand trends patterns, find out the associations and various processes to increase the productivity of the crops and their profit, improve the agricultural systems, and utilize proper diagnosis methods to mitigate or reduce the cost involved. Recommendation System Major sources of these data analytics of agriculture are the annual recreation of data in relational data base management system or RDBMS by which the previously processed reports are constructed or produced (Kumar et al. 2017). There should be an on spot analysis of data. This will help the agricultural data to be understood easily. The verification of these agricultural data are to be done in real time. The agricultural and farming systems need to evolve and innovate continuously to provide better services (Kambatla et al. 2015). Multiple types of sensors can be utilized in the association with a GPS (Global Positioning System) to generate various field maps of areas with particular soil properties.Precision agriculture can be performed by the information gained by analysis of big data. This will be a jor help for the farmers. Some of the examples are as follows: Decisive use of irrigation can be achieved by identifying soil moisture using very high resolution geographical mapsVital value that plays an important part in the production decision making can be signaled in real time by evaluation of absorbed data from various systems or sensors (Chen, Chiang and Storey 2012). Using intricate images of pest damages in field, rigorous targeting and control measures can also be taken. These big data applications can be modified, enhanced, tested rapidly and made feasible and will change the face of research and delivery in the sector of agriculture (Bennett 2015). Even though these analytics in big data provide better agricultural services it still has to overcome challenges like incompleteness of scale, privacy, data, timelines, and human collaboration and heterogeneity. The future research is on methods to get through the obstacles and use analytics of Big Data in farming and agriculture to unveil proficiency from data that is raw and unstructured (Shukla, Radadiya and Atkotiya 2015). The recommended systems for implementing Big Data in agricultural analytics are as follows: Hadoop: It is an open source software framework that are used for running applications and storing data on clusters of commodity hardware. It gives huge storage for enormous processing power, any sort of data, and the ability to handle virtually limitless concurrent jobs or tasks. Map Reduce System: It is a programming model and an associated implementation for processing and generating large data sets with a parallel, distributed algorithm on a cluster. Conclusion Therefore, from the above discussion it can be concluded that, Big Data is essential in modern world. Big data is the term used for data sets so huge and complicated that it becomes hard to process using traditional data management tools or processing applications. As with many other sectors the amount of agriculture data are increasing on a daily source. Big data is an increasingly important concern in modern agriculture. The use of electronic and smart technologies, now make it possible to collect vast amount of digital information about agriculture factors. The above report contains the consumer centric product design and two recommended systems of Big Data for agricultural analytics References Srinivasa, S. and Bhatnagar, V., 2012. Big data analytics. InProceedings of the First International Conference on Big Data Analytics BDA(pp. 24-26). Chen, H., Chiang, R.H. and Storey, V.C., 2012. Business intelligence and analytics: From big data to big impact.MIS quarterly,36(4). Kambatla, K., Kollias, G., Kumar, V. and Grama, A., 2014. Trends in big data analytics.Journal of Parallel and Distributed Computing,74(7), pp.2561-2573. Kumar, T.V., JNU, D., Rana, P.S., Sinha, M.S., Tagra, H., Misra, M.B., Goyal, V., Singh, M.P., Kaur, S. and DU, D., 2017. Big Data Analytics. Woodard, J., 2016. Big data and Ag-Analytics: An open source, open data platform for agricultural environmental finance, insurance, and risk.Agricultural Finance Review,76(1), pp.15-26. Nabrzyski, J., Liu, C., Vardeman, C., Gesing, S. and Budhatoki, M., 2014, June. Agriculture data for all-integrated tools for agriculture data integration, analytics, and sharing. InBig Data (BigData Congress), 2014 IEEE International Congress on(pp. 774-775). IEEE. Bennett, J.M., 2015. Agricultural Big Data: utilisation to discover the unknown and instigate practice change.Farm Policy Journal,12(1), pp.43-50. Shukla, P., Radadiya, B. and Atokotiya, K., 2015. An Emerging Trend of Big data for High Volume and Varieties of Data to Search of Agricultural Data.ORIENTAL JOURNAL OF COMPUTER SCIENCE TECHNOLOGY, ISSN, pp.0974-6471.

Mental Health And Young People Social Work Essay Essay Example

Mental Health And Young People Social Work Essay Essay What is mental wellness with immature people? Mental wellness can show itself in many different manner such as ; anxiousness, depression, and substance maltreatment. Mental upsets as suggested above may non merely occur at times that could be a predictable reaction to a life altering event such as mourning ( Colman, 2006 ) . A mental upset is a form of psychological symptoms that may demo a common foundation or recognizable form, that will negatively impact of import countries of operation or significantly increase the hazard of decease ( Colman, 2006 ) . Many different studies have been researched for this essay and they suggest different ages for a immature individual hence, this essay will propose that a immature individual is aged between 12 and 18. This essay will concentrate on the facet of self-harm in immature people. Self-harm is an act which consists of calculated hurt or hurting being inflicted to one s ain organic structure. Most normally this takes the signifier of cutting nevertheless, some other signifiers include ; combustion, rubing, picking, grating, seize with teething and sometimes drawing hair or eyelashes out. Self-harm is frequently used as a release of emotions that can non be spoken and can offer the person the means to try to cover with hurt ( Babiker et al, 2001 ) . Historical context of societal work within the service/field We will write a custom essay sample on Mental Health And Young People Social Work Essay specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Mental Health And Young People Social Work Essay specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Mental Health And Young People Social Work Essay specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Twenty old ages ago there was an accent on joint working nevertheless, this is non easy to accomplish due to organizational civilizations and professional linguistic communication barriers but research does demo this to hold better results for immature people and their households, this construct of joint work has continued through the last two decennaries ( Southall, 2005 ) .Government policy in recent old ages had supported joint work and besides on occasion placed statutory responsibility upon bureaus to accomplish it. These troubles can be overcome by the Professional Capabilities Framework ( PCF ) 8 provinces the demand to accommodate to altering contexts and to run efficaciously with in multi-agency scenes. Within the Standards of Proficiency ( SoP ) standard 9 depicts the abilities to work with others, including those in a different function. PCF 9 should be look at as to why these professionals found it hard to do this passage as they should be responsible for their ain acquis ition and development which could hold broken down the barriers between the different professionals. Is there continuity or has the societal work field changed over clip, and if so how and over what period? For societal workers, processs changed to this hard multi bureau joint work, this placed higher demands upon the societal workers who were non as extremely trained as other bureaus in mental wellness issues. Changes were made to the Mental Health Act 1983 in 2007 including Professional functions: it is broadening the group of practicians who can take on the maps presently performed by the approved societal worker and responsible medical officer. See the ethos of the societal work field or service you are showing The thoughts or ethos of mental wellness has changed vastly over the past two decennaries. Mental wellness is more unfastened to the populace as an unwellness that affects many people and does non do these people a definite menace to those around them. Social work has a important function to play in organizing attempts to back up persons and groups who may frequently hold negative experiences and perceptual experiences of mental wellness services. Social workers need to keep a broader societal position of mental wellness jobs particularly in respect to concerns about discriminatory patterns, civil rights and societal justness this facet is included in the PCF 2,3 and 4. In conformity to the PCF 5 societal workers have the cognition, preparation and instruction that allows them to develop understanding and consciousness of issues such as subjugation, power and societal exclusion and it has made societal workers cognizant of their ain abilities for subjugation towards others. What is the service user/carers view about the service you have chosen? What is the function of the societal worker in supplying the service? What is the function of the societal worker in supplying the service? Social workers have had a cardinal function of supplying an independent position in appraisals. Supplying critical position drawn from a scope of societal scientific disciplines has been paramount to the preparation of societal workers in the mental wellness services this complies with the PCF of cognition and SoP 13 which besides relates to knowledge and its usage. Extra duties will be probably for societal workers employed in a mental wellness trust such as attention direction and representation of societal fortunes in mental wellness courts. Social work practise is underpinned to advance societal justness and challenge subjugation, hence societal workers are in theory good placed to help other mental wellness professional s working with service users and to join forces on ways of recovery. These functions include the usage of all of the PCF along with SoP 9, 11 and 13. How does current policy about the service ( grownups or kids and immature people ) impact on service bringing? The Children s Act 1989, suggest that a kid is considered to be at injury if there is damage of wellness which includes mental wellness. The definition of a kid in demand is one that is improbable to accomplish a sensible criterion of wellness ( mental ) without the proviso of services. The Health Act 1999 contains a extended subdivision on partnership with other governments which suggests that the NHS will exert their maps along with other authorization organic structures and they will co-operate with one another to procure and progress the wellness and public assistance of people in England and Wales. The white paper Modernising Social Services ( 1998 ) suggests the launch of the Quality Protects programme will transform the whole of the kids s societal services. Bettering protection with eight regional Committees for Care Standards and working to national criterions. The white paper Modernising Health and Social Services-National Priorities Guidance ( 1998 ) commits to cut downing waiting times for services along with lending to the development of outreach squads. This paper besides wants to increase and better services for kids and striplings including early intercession and bar programmes for kids. What do you see might be the hereafter of the service/field? Modern practise

Roger And Me Essays - English-language Films, Anti-capitalism

Roger And Me Roger and Me The film was one that utilized and demonstrated many techniques found in the genre of documentary. Michael Moore took every aspect of making a film and flawlessly executed it. The resulting product was one that was to the point and interesting. The first thing that I realized was Moores ability to use B role and integrate it seamlessly into the film. One example would be when he was moving home from San Diego. The story cut to a scene in a movie that was of a man coming home from the army. I remember thinking that even though this film had nothing to do with the story at hand, it was very clear as to what happened. He saved a few mins of film and got straight to the point. Various other film clips were used to tell the story. This brings me to the second point, which is Moores ability to hold the audiences attention. You have a film about the town of Flint, Michigan and the trouble it went through during the GM plant closings. Right now I can think of a few thousand ways a filmmaker could have taken this story, added his point of view, and bored me out of my mind. That couldnt be any farther from the truth. I found myself drawn into the story that Michael presented. He used comedy to pick up some slower parts and good camera angles to keep my attention on the screen. As for Story and Characters Moore once again used text book accuracy and added his twist. He picked a few characters and used them through out the film. This is something that kept the audience from getting confused. I think a lot of filmmakers screw up by introducing too many characters. For example, the sheriff deputy was a main character the makes you realize the truth behind what was going on. The Deputy represented the problems and pain that GM was causing by closing the plants. Moore took all aspects of the story and assigned characters to represent each side of the whole situation. The story was well thought out and organized in definite sections or acts. You can tell that Moore spent did his time in pre production. This documentary was well thought out and executed. Michael Moore has a definite style of his own. This used together with good fundamentals proved to me that you could make almost any story interesting if you do it correctly. Film and Cinema

How to Use the Perl Array Grep() Function

How to Use the Perl Array Grep() Function The Perl  grep() function is a filter that runs a regular expression on each element of an array and returns only the elements that evaluate as  true. Using regular expressions can be extremely powerful and complex. The grep() functions uses the syntax List grep(Expression, array). Using Grep() Function to Return True Expressions myNames (Jacob, Michael, Joshua, Mathew, Alexander, Andrew); grepNames grep(/^A/, myNames); Think of the myNames array as a row of numbered boxes, going from left to right and numbered starting with a zero. The grep() function goes through each of the elements (boxes) in the array and compares their contents to the regular expression. If the result is true, the contents are then added to the new grepNames array. In the above example, the regular expression /^A/ is looking for any value that starts with a capital A. After sifting through the contents of the myNames array, the value of grepNames becomes (Alexander, Andrew), the only two elements that start with a capital A. Reversing the Expression in a Grep() Function One quick way to make this particular function more powerful is to reverse the regular expression with the NOT operator. The regular expression then looks for elements that evaluate to false and moves them into the new array. myNames (Jacob, Michael, Joshua, Mathew, Alexander, Andrew); grepNames grep(!/^A/, myNames); In the above example, the regular expression is looking for any value that does not start with a capital A. After sifting through the contents of the myNames array, the value of grepNames becomes (Jacob, Michael, Joshua, Matthew). About Perl Perl is an adaptable programming language frequently used to develop web applications.  Perl  is an  interpreted, not compiled, language, so its programs take up more CPU time than a compiled language- a problem that becomes less important as the speed of processors increases. However, writing in Perl is faster than writing in a compiled language, so the time you save is yours.

Elements of Negotiation and Bargaining Skills Coursework

Elements of Negotiation and Bargaining Skills - Coursework Example Communication is crucial to the success of most activities. Communications individuals gather information about the other members of the negotiation. Interest involves what the negotiators want from the interaction. The option of a negotiation in a deal involves looking for the best alternative to putting into action. Legitimacy is vital in interaction between who are bargaining for a commodity or a service (Carrell & Heavrin, 2008). The parties to a negotiation should be committed to the communication because both of them stand to gain from the success of the negotiation. The skills required to conduct a successful negotiation are crucial to most corporations. Effective negotiators need to have the problem-solving skills to determine the intention of the parties in a deal. In relation to, top negotiators need to have good communication skills to understand the details of the negotiations. Effective negotiators have interpersonal skills that they use to maintain a good working relationship with the parties to a negotiation (Carrell & Heavrin, 2008). Collaboration and teamwork are a skill significant to negotiators to unite the associates of a contract. Lastly, decision-making is a primary skill because it helps negotiators act decisively. Rational choice theory is the situation that individuals behave the way they do because the decision to do the actions has more benefits than costs. It relates to the negotiation process in the sense that individual use their rational mind to make decisions (Carrell & Heavrin,

Human Resource Management & Information Management (MBA) pro 8 Essay

Human Resource Management & Information Management (MBA) pro 8 - Essay Example One of the solutions is motivating the employees. This is the best way to deal with this problem. Motivating the employees is the act of making them feel important and needed in an organization. This is a challenge for the managers but once it is implemented, great changes can be observed in the organization (Brewster & Harris, 1999). When employees are motivated, they always produce quality work. This is because they are seen as important stakeholders of an organization. This leads to the success of an organization since they are also able to keep good relations with the customers. Every employee is happy when their work is appreciated thus they even try harder which is very important in an organization. It also helps in retaining the employees in the organization for a longer period. When the HRM department is able to motivate the employees in the organization, productivity levels increase. In a case where the employees are allowed to air their suggestions, the organization really develops. This is because the employees have some experiences and they always suggest for what will best benefit the organization (Brewster & Harris,

Direct Democracy Essay Example | Topics and Well Written Essays - 750 words

Direct Democracy - Essay Example Direct Democracy is a form of government in which all citizens can directly participate in the decision-making process. (Direct Democracy Campaign, Wikipedia, the free encyclopedia). Daniel B. Jeffs, founder, The Direct Democracy Center, states that the problems are due to the Government being too large and too dangerously powerful. He firmly believes that elected representatives are corrupted by a deeply flawed system that seduces them with money and power to gain and remain in office, or seek higher office and that in this process it has disenfranchised the overall electorate. Finally, he states that this system needs to be altered in such a way that it will override the practice of selective democracy by factions and vested interests. The solution according to him lies in nonpartisan elections and government with more democracy. In this age of communications and information technology, the Constitution should be amended so as to establish direct democracy by means of secure voting networks connected to voter's homes. All elections would be conducted over the voting networks. In this proposed system the elected representatives would be nonpartisan, highly qualified professional government managers. To keep it honest, with no more government than we need, well-informed voters should decide matters of taxation and public policy. And the collective judgment of our fellow citizens (which could be trusted because the direct democracy voting networks would require voters to be truthfully informed) would know what is best for all of us. (Daniel B. Jeffs, The Direct Democracy Center). The advantages of Direct Democracy are that first, it would remove the barrier between the electorate and the government. Secondly, in Representative Democracy the voter has to vote for one party or the other with no guarantee of either party addressing the issues facing the voter, on the other hand in Direct Democracy the voter will be voting on each issue separately. Thirdly, decisions will always be that of the people rather than that of a few politicians. Fourthly, it encourages people to be more proactive in the political process, this results in a more deterministic future for the voter. Fifthly, it curbs the power of the elite. Sixthly, the practice of elected representatives following the diktats of party leaders and civil servants to the detriment of the voter will cease. Seventhly, quid - pro - quo transactions between the elected representatives and the rich and powerful pressure groups will cease altogether. Eighthly, thorny and uncomfortable issues which elected represen tatives would do anything to avoid, will be addressed by this system. Ninthly, there would be control on governmental tendencies running towards the dictatorial. And finally, the system of Direct Democracy is more democratic. (Direct Democracy Campaign). The disadvantages of Direct Democracy are that: first, all citizens must be actively involved on all issues all of the time. For very large population groups, it might become well nigh impossible to do so. Secondly, the public generally gives only superficial attention to political issues and is thus susceptible to charismatic arguments. Thirdly, the decision of all or most matters

Theories Pertaining To Aggression

Theories Pertaining To Aggression Aggression has been defined variously by different schools of thought. Behaviourists define it as any action that delivers noxious stimuli to another organism (Buss, 1961 cited in Shaffer, 1999). This definition considers accidental harmdoing as aggressive (Shaffer, 1999), and does not cater for aggressive acts that fail to deliver the intended effects to the victim. Yet an act perceived as aggression, such as slapping a person on the back, could actually be an act of affection in some cultures (Woods, 1992). Hence the definition was modified to include the intent of the act. Therefore, aggression is any action intended to harm or injure another living being who is motivated to avoid such treatment (Baron Richardson, 1994; cited in Shaffer, 1999). Categories of Aggression Aggressive acts are often divided into two categories, namely hostile aggression and instrumental aggression (Shaffer, 1999). Hostile aggression. This refers to aggressive acts for which the perpetrators major goal is to harm or injure a victim (Shaffer, 1999). Instrumental aggression. This refers to aggressive acts for which the perpetrators major goal is to gain access to objects, space or privileges (Shaffer, 1999). Types/forms of aggression According to Smith (1999), aggression occurs in four major forms. These are (a) physical aggression (e.g. punching/hitting the victim with a blow, (b) verbal aggression (e.g. calling the victim names), (c) active aggression (e.g. refusing to shake hands with the victim), and (d) passive aggression (e.g. avoiding to talk with the victim). These are broadly classified as overt aggression and covert aggression (Shaffer, 1999). Overt aggression is used to mean open and observable; not secret or hidden, acts of aggression expressed physical, verbal or active form (Lewis, 2007). Covert aggression is secret or hidden; not openly practised as shown by passive acts (Lewis, 2007), for example, a learner dodges lessons to hurt the teacher. Other forms of aggression according to Taylor, Peplau and Sears (2006) are: Antisocial aggression. This refers to aggressive acts that violate commonly accepted social norms. For instance it is not socially acceptable to attack the parents of a thief for larceny committed by their child. Prosocial aggression. These are aggressive acts that support commonly accepted social norms. For example, it is acceptable in many countries to excute a serial murderer by firing squad. Sanctioned aggression. This is aggression that is permissible according to the norms of the individuals social group. For example certain cliques of adolescents consider fighting back as an acceptable act against offence by others. Chronic aggression This term is used to mean habitual acts of aggression by a given offender, or habitual suffering of aggressive acts by the same victim. Kinds of aggressive children Proactive aggressors. These are highly aggressive children who find aggressive acts easy to perform and who rely heavily on aggression as a means of solving social problems or achieving other personal objectives (Shaffer, 1999). Reactive aggressors. These are children who display high levels of hostile, retaliatory aggression because they overattribute hostile intents to others and cant control their anger long enough to seek nonaggressive solutions to social problems (Shaffer, 1999). Theories of aggression The various acts of aggression and their causes have been ventured into by different psychologists. These have formulated their explanations into theories which include the innate/biological theories, drive theories and the learning theories. Innate/Biological/Instinct theories These view aggression as a result of instinctive drives within the organism; the organism under the influence of these drives acts in order to fulfill a survival demand. These theories include the psychoanalytic theory, the evolutionary theory, and the genetic theory (Shaffer, 1999; and Smith, 1999). The Psychoanalytic theory. This was postulated by Sigmund Freud. He asserted that human behaviors are motivated by sexual and instinctive drives known as libido. He defined Libido as the energy derived from the Eros, or life instinct. The repression of libidinal urges is displayed as aggression. His work on childhood aggression, and the Oedipus Complex considered that a boy around age five begins to develop an intense sexual desire for his mother. He comes to regard her as the provider of food and love and thus wants to pursue an intimate, close relationship (Shaffer, 1999; and Smith, 1999). The desire for his mother causes the boy to reject and display aggression toward his father. The father is viewed as a competitive rival and the goal they both try to attain is the mothers affection. Thus, an internal conflict arises in the young boy. On one hand, he loves his father, but on the other, he wants him to essentially disappear, so that he can form an intimate relationship with his mother. The boy will develop an immense feeling of guilt over this tumultuous conflict and come to recognize the superiority of his father because of his size. This evokes fear in the boy and he will believe that by pursuing his mothers affection his father will want to hurt him, essentially by castrating him. To resolve the conflict, the boy learns to reject his mother as a love object and will eventually identify with his father. Thus, he comes to understand that an intimate relationship with his mother is essentially inappropriate (Shaffer, 1999; and Smith, 1999). Freud also developed the Electra Complex for the childhood aggression of girls. A girl around the age of five develops penis envy in attempts to relate to her father and rejects her mother. An internal conflict arises in the young girl, which is resolved after regarding her father as an inappropriate love object and ultimately identifying with her mother (Shaffer, 1999; and Smith, 1999). Freuds psychoanalytic theory demonstrates the idea that aggression is an innate personality characteristic common to all humans, and that behavior is motivated by sexual drives. Aggression in children is instinctual and should be resolved by adulthood. Therefore, over the course of development, after the child has rejected the opposite sex parent, he or she will enter a period of latency in which they commonly reject all boys or all girls. Once puberty is reached, attention shifts to the genital region as an area of pleasure. Men and women search for an appropriate member of the opposite sex to fulfill sexual urges. In individuals where the childhood conflicts have been successfully resolved, all aggression has been removed by adulthood in the pattern of development (Shaffer, 1999; and Smith, 1999). Later, Freud added the concept of Thanatos, or death instinct. Thanatos energy encourages destruction and death. In the conflict between Eros and Thanatos, some of the negative energy of the Thanatos is directed toward others, to prevent the self-destruction of the individual. Thus, Freud claimed that the displacement of negative energy of the Thanatos onto others is the basis of aggression (Smith, 1999). Strengths of the psychoanalytic theory. It is a profound theory in the history of social psychology. It generated more debate on the subject, and on aggression in particular, thus other parallel theories were aptly developed. It holds some truth, for instance, it is true that adolescents are characterized by seeking mates of the opposite sex. Weaknesses of the psychoanalytic theory. it incessantly dwells on motivation of sexual desires. It is based on hypotheses. There is no existing empirical evidence to support the theory. Evolutionary/Ethological theory Postulated by Konrad Lorenz, he looked at instinctual aggressiveness as a product of evolution. He essentially combined Freuds theory of aggression with Charles Darwins natural selection theory. In his interpretation, aggressiveness is beneficial and allows for the survival and success of populations of aggressive species since the strongest animals would eliminate weaker ones, and over the course of evolution, the result would be an ultimate stronger, healthier population (Smith, 1999). Strengths of the evolutionary theory. It offers offer a lot of information about the physical and neurobiological causes of aggressive acts. It pinpoints the anatomical and neurochemical roots of behavior. It has accumulated empirical evidence for biological causes of aggression. Weakness of the evolutionary theory. There is limited scientific evidence as yet in this area. Genetic theory. Common to some of the other biological theories is the proposition that aggression is the manifestation of a genetic or chemical influence. Empirical evidence shows that cerebral electrical stimulation of certain locations can induce or inhibit aggression. Observational studies on certain animals show that some breeds are more aggressive while others are naturally passive. Proponents of the genetic theory explain the presence or absence of aggression in particular breeds in terms of a single gene or interaction of genes (Smith, 1999). Studies that are more complete have shown that the presence or absence of particular chemicals and hormones affects aggression. For example, high levels of the hormone testosterone and neurotransmitters such as serotonin, dopamine and noradrenalin produce higher levels of aggression in animals. In addition, serotonin has been used pharmacologically as an effective treatment in combating erratic aggression. Strengths of the genetic theory. It is a vastly developing field being supported by a lot of scientific evidence such as the human genome. It pinpoints genetic sources of aggression, which is consistent with observed trends in aggression. Weakness of the genetic theory. There is limited evidence as yet in this area. Drive theories These attribute aggression to an impulse created by an innate need. In other words the organism is driven to act aggressively by some imminent lack. The drive theories are the Frustration-aggression hypothesis, and the Aggressive Cues Hypothesis or Negative affect theory (Smith, 1999). Frustration-aggression hypothesis This was proposed by a group of researchers at Yale University, led by John Dollard. In this theory, frustration and aggression are linked in a cause and effect relationship. Frustration is the cause of aggression and aggression is the result of frustration. The early empirical evidence for this theory involved the examination of prison populations. A variety of studies were conducted to determine age, economic status and intelligence of inmates and to relate these variables to the amount of frustration of each individual prisoner. The results showed that the higher the frustration level, the more prone the person was to act aggressively or commit crime. Strength of the frustration-aggression hypothesis. It is supported by empirical evidence which involved the examination of prison populations. Weaknesses. Frustration is only one source of aggression, other contributing factors such as tension do exist. Aggressive Cues Hypothesis/ Negative Affect Theory. Leonard Berkowitz refuted that all acts of aggression are instigated by some kind of frustration. He thus modified the Frustration-Aggression hypothesis:- The presence of stimuli previously associated with aggression can evoke aggressive responses from an angry individual, or negative feelings and experiences are the main cause of anger and angry aggression (Smith, 1999). Aggressive interactions in this context include: 1. Thematic aggression which refers to action that was appropriate in the context of earlier event/play e.g. challenging an enemy. In this case themes refer to cues that may evoke certain actions. Aggressive themes such as soldiers instigate aggression, while neutral themes such as farms do not). 2. Inappropriate aggression, which is action that was clearly outside the context of the previous session (Shaffer, 1999). Sources of anger that may elicit aggressive behaviour include pain, frustration, loud noise, foul odors, crowding, sadness, and depression. The likelihood that an angry person will act aggressively depends on his or her interpretation of the motives of the people involved (Smith, 1999). Strength of the aggressive cues hypothesis. It refutes frustration as the sole cause of aggression Weakness of the aggressive cues hypothesis. It does not explicitly explain the maintenance of aggressive tendencies. Learning theories These theories propose that individuals aggressive tendencies are acquired through learning. This may be through purely behavioural or cognitive means or a combination of the two. The learning theories of aggression include Operant Conditioning, Social-learning theory, and Social Information Processing Theory. Operant Conditioning. This theory was developed through the experimental work of B. F. Skinner. According to the theory, if an aggressive act is positively or negatively reiforced, the aggressor is likely to repeat the behaviour in order to gain more rewards. In this way, the aggressive act becomes positively associated with the reward, which encourages the further display of aggression (Shaffer, 1999; and Matlin, 1992). Strength of the operant conditioning theory. It has empirical proof since it was developed through experiments. Weakness of the operant conditioning theory. It is too simplistic and ignores the acquisition of aggressive behaviour through internal processes. Social-learning theory. This was developed by Albert Bandura. It depicts human beings as rational creatures who aggress in order to satisfy important personal objectives, rather than as reactive creatures who are driven to aggress by internal factors such as instincts, frustrations or anger. It proposes that aggressive responses are acquired through two ways: 1. social modeling or social referencing and 2. direct experience. In social modeling, small children look to a familiar face or model to see how to react to a particular person or situation. This could be in real life or on television (TV). TV violence contributes to increased aggression in viewers. This exemplifies the idea that people are easily influenced by others behavior. By modeling the behaviors of TV, movie or video game characters, acts of aggression become increasingly more frequent and violent (Shaffer, 1999; Matlin, 1992; and Taylor, Peplau, Sears, 2006). Direct experience entails that a child who is reinforced for aggression will resort to aggression in the future. For instance, a child who overpowers others to grab their things will always do so to satisfy his or her demands (Shaffer, 1999). The theory asserts that aggressive behaviours are maintained through (a) self-reinforcement, in which the aggressive individual is proud of his or her harmful action because it is valuable to him or her, (b) ease in terminating others noxious behaviour, (c) tangible and intangible rewards, such as money or a medal for injuring or harming another, and (d) cliques that encourage aggressive solutions to conflicts (Shaffer, 1999). Strengths of the social learning theory. It is well supported by experimental evidence. It has been well documented. It is widely applicable in explaining human learning. Its theorists have developed it over time, adding more and more evidence in support. It appreciates the contribution of Cognitive factors in the acquisition and maintenance of learning in general, and aggression in particular. Weakness. It overstated instrumental strategy to overcome aggression. Social information processing theory. The theory was postulated by Kenneth Dodge. Accordingly, a childs response to harm done to him or her will depend on the outcome of six cognitive steps or processes: Encoding social cues. Here the child may ask himself or herself, How exactly was the damage done? Interpreting social cues. Here the child interprets the harmdoers reaction during the action to determine whether he or she meant it. Formulating social goals. In this step the child formulates a goal to resolve the incident. Generating problem-solving strategies. In order to achieve his or her goal, the child generates certain problem-solving strategies. Evaluating the likely effectiveness of strategies and selecting a response. The child weighs the pros and cons of each strategy and zeros on the best. Enacting a response. Here the child puts in action the selected response. These steps are influenced by the childs mental state, that is, his or her past social experiences, social expectancies, and knowledge of social rules. It is noteworthy that they occur in a rapid concession (Shaffer, 1999). In following these processes, reactive aggressors will have many negative experiences with teachers and peers; they become disliked, thereby reinforcing their expectancy that others are hostile to them (Juvonen, 2006; Mathews, Zeidner, Roberts, 2006; Hoy and Davis, 2006, and Matlin, 1992). They develop hostile attributional bias, which is the tendency to view harm done under ambiguous circumstances as having stemmed from a hostile intent on the part of the harmdoer (Shaffer, 1999). For proactive aggressors, aggressive solutions to problems yield positive outcomes and they feel capable of dominating their targets (Shaffer, 1999). Strength of the social information processing theory. It gives appropriate explanation of aggression cycle. Weaknesses of the social information processing theory. it does not appropriately give the causes of aggression. It does not give reasons for the different information processing biases of proactive and reactive aggressors. Developmental Trends in Aggression Aggression varies over time as the child grows. This variation is exhibited in the category of aggressive act, form of aggression, and frequency of aggression. The age groups considered in this paper are preprimary school age, primary school age and adolescents. Preprimary School Years Instrumental aggression emerges by the end of the first year as infants begin to quarrel with siblings and peers over toys and other possessions. Over the course of childhood, aggression becomes less physical and increasingly verbal. It becomes less instrumental and increasingly hostile or retaliatory in nature (Shaffer, 1999). Primary School Years The primary school child expresses a lot more overt than covert aggression. As the years advance, physical aggression and other forms of antisocial conduct such as disobedience continue to decline. This is because the child becomes more proficient at settling disputes more amicably verbally, since his or her language ability has increased. However, hostile aggression tends to increase, especially among boys. This is because 1. the intent of harmdoing is detected and the offended boy retaliates in a hostile manner, and 2. fighting back is sanctioned as normal reaction to harmdoing (Shaffer, 1999). Adolescence Many research findings (e.g. Furnham Heaven, 1999; James, 1998; Coie Dodge, 1998; Vitaro, Gendreau, Tremblay, Oligny, 1998; all cited in Mathews, Zeidner, Roberts, 2006) posit that overt aggression continues to decline in adolescence. Highly aggressive individuals can become truly violent with increased tendency of juvenile delinquency (Hoy, Davis, Pape, 2006). Most of these are undercontrolled children who are growing larger and stronger, and gaining greater access to weapons (Shaffer, 1999; and Hoy, Davis, Pape, 2006). Many adolescents turn to covert or indirect methods of aggression with age. Girls tend to exhibit social ostracism while boys express aggression through theft, truancy, substance abuse, malicious destruction of property, sexual misconduct. Hence adolescents become less overtly aggressive and turn to other forms of antisocial conduct to express their discontents (Shaffer, 1999; Matlin, 1992; and Hoy, Davis, Pape, 2006). Presently, there are some cases of aggression which seem to be on the rise amng adolescents and even adults (Taylor, Peplau Sears, 2006). These include group conflict, rape, date rape, sexual harassment, domestic violence, and chronic aggression. Victims of chronic aggression often have peculiar characteristics. The passive victims are generally disliked by peers, have low self-esteem, are physically weak, highly anxious, have low social self-regard, are nonassertive in communication, socially withdrawn, do not resist aggressive approaches against them, have demanding, aloof and unresponsive parents who allow little autonomy, foster passive, and nonassertive social behaviour. The boys are likely to have had very close, overprotective relationship with their mother, who encouraged them to voice fears, anxieties, and self-doubts as a means of attracting attention (Shaffer, 1999). The provocative victims are often oppositional, restless, hot-tempered, and irritate their peers, fight back (though unsuccessfully), display hostile attributional bias, have been physically abused or otherwise victimised at home, blame themselves for their victimization, have no friends or regular associates, and are vulnerable to adjustment problems, anxiety, depression, low self-esteem, drop out of school (Shaffer, 1999). Stability of Aggression Aggression is a reasonably stable trait. Hostile youngsters are likely to make hostile adults (Shaffer, 1999). Howerver, related findings reflect group trends and do not imply that all highly aggressive children will remain highly aggressive over time (Shaffer, 1999; Taylor, Peplau Sears, 2006; and Juvonen, 2006). Theres a great deal of variability at individual level. Limited duration type of individuals are highly aggressive early in life and eventually outgrow it, while Late-onset types become more aggressive and even violent during adolescence after a relatively tranquil childhood (Shaffer, 1999; and Mathews, Zeidner, Roberts, 2006). The stability of aggression can be attributed to some home settings, and biological predispositions (Shaffer, 1999). Sex differences in aggression Boys and men are more overtly (i.e. physically and verbally) aggressive than girls and women are (Harris, 1992; Maccoby and Jacklin, 1974 both cited in Shaffer, 1999). Girls exhibit more relational or expressive aggression. Relational aggression refers to acts such as snubbing, exclusion, withdrawing acceptance, or spreading rumours that are aimed at damaging an adversarys self-esteem, friendships or social status (Shaffer, 1999). Reasons for Sex Difference in Aggression Three complementary viewpoints have been advanced to explain the differences in aggression between the sexes. These are 1. the biological viewpoint, 2. the social-learning viewpoint, and 3. the interactive viewpoint. The biological viewpoint. It has been observed that males are more aggressive than females in almost every society, and even among our near related species, such as the apses, the males are more aggressive than the females (Shaffer, 1999). Sex difference in aggression appears early (2-2.5 yrs). Male aggression is linked to male hormones e.g. testosterone. For example, Geen (1998) cited in Shaffer (1999) observed that participants who beat their opponents in a competition showed an increase in testosterone, while losers showed a decline. Hence higher concentrations of male sex hormones might be either a cause or an effect of oppositional (aggressive) behaviour. The social-learning viewpoint. Very young boys are not always more aggressive than girls (Shaffer, 1999). Groups dominated by boys are more likely than those dominated by girls to negotiate and share. This implies that there must be certain social influences that make boys more aggressive than girls. These include: The way parents play with their children. Parents tend to play rougher with boys than with girls. Differential parental reaction to childrens aggressive tendencies. Parents react more negatively to the aggressive behaviours of daughters than to those of boys. Nature of presents. Boys receive toys such as guns, tanks, soldiers, snakes, which are all cues of destruction as gifts. While girls are given babies, models and harmless implements as gifts. Preschool treatment of boys and girls. Aggression is considered a male trait, and an intolerable attribute among girls. Middle childhood treatment of boys and girls. Aggression provides boys with more tangible benefits and elicit less disapproval than among girls. Hence differences in aggression accrue from gender typing and gender differences in social learning (Juvonen, 2006; and Shaffer, 1999). The interactive viewpoint. Here, proponents believe that biological constitution of the individual interacts with social-environmental influences to promote sex differences in aggression (Shaffer, 1999). Female infants are observed to mature faster, talk sooner, be more sensitive to pain than male infants. On the other hand, male infants are larger, more muscular, sleep less, cry more, are more active, more irritable and harder to comfort. Hence a parent may readily play more vigorously with an active, muscular son than with a docile, less muscular daughter. Or the parents are impatient with irritable sons (Shaffer, 1999). This implies that a childs biological predispositions are likely to affect the behaviour of caregivers, which, in turn, will elicit certain reactions from the child and influence the activities and interests that the child is likely to display. Thus biological factors (genes) and social influences (societal norms and values, and family settings) are intertwined in complex ways and are both important contributors. Cultural and Subcultural Influences on Aggression Some societies and subcultures are more violent than others. Passive social orders that actively preach collectivist values, discourage fighting and other forms of interpersonal conflict, flee rather fight when invaded, are usually nonaggressive, for example, the Batwa of Uganda, Arapesh of New Guinea, Lepchas of Sikkim. Conversely those that emphasise individual survival, such as the Mundugumor (one time cannibals) of New Guinea, socialise both boys and girls to be aggressive (Shaffer, 1999). Children and adolescents from rural areas and lower socioeconomic strata exhibit more aggression and higher levels of delinquency than age-mates from higher socio economic strata. This can be explained thus: Parents of low socio economic status mainly rely on physical punishment, thus modelling aggression. They also resolve conflicts aggressively and encourage their children to do so. Their children may wish to satisfy certain needs which the parents cannot afford. Hence antisocial conduct becomes the only way of achieving their ends (Matlin, 1992; and Shaffer, 1999). Family Influences on Aggression Ones family and family setting might contribute to violent and aggressive behaviour through parental child-rearing practices, the childs behaviour, composition of the family, and the family climate. Parenting Style Authoritarian parents employ power assertion (especially physical punishment) to discipline children. This most likely raises aggressive children who will bully their playmates (Shaffer, 1999). Their common characteristics are being out-of-control children, having hostile attributional bias, defiance, lack of self-restraint, rejection by peers, criticism by teachers, founder academically, parents feel less invested, parents less inclined to monitor children, sexual misconduct, substance abuse, dropping out of school, running away from home (especially girls), engaging in prostitution (girls), pairing with antisocial partners, early marriage, and chronic aggression (Shaffer, 1999). Authoritative parents establish checks and balances, and yet give freedom for childs autonomy. Hence they raise well adjusted children (Shaffer, 1999). Permissive parents provide no control for aggressive urges. Undercontrolled children tend to score as aggressive and unconscientious in personality, and are more likely to be antisocial, delinquent and have antisocial personality disorder (Hoy, Davis, Pape, 2006). They are commonly characterized by fighting, sassing teachers, vandalism, drug and substance use, and general rule breaking. The Childs Behaviour The parenting style is somewhat influenced by the behaviour of the child. An aggressive child often elicits aggressive reactions from the parent, which in turn reinforces the childs aggressive tendencies (Shaffer, 1999). Composition of the Family In a single parent family, there is likelihood of disorganized gender roles. For example, a family headed by a mother alone is likely to raise children who are more aggressive than those raised in a family headed by both parents (Shaffer, 1999, Atkinson, Atkinson, Smith, and Bem, 1993). On the other hand, parents have differential treatment of children under their care. Their biological children are often favoured, while other children may be scolded. Hence the biological children may become proactive aggressors, while the others may become reactive aggressors. Family Climate Parental conflict causes distress in children. They may thus develop hostile, aggressive interactions with peers. The un-abused children in a rioting family climate learn that aggression pays off for the victor. Hence they learn to become proactive aggressors. The victimised children become distrustful and suspicious of other people, hence making reactive aggressors (Shaffer, 1999; and Atkinson, Atkinson, Smith, and Bem, 1993). Coercive home environments (a home in which family members often annoy one another and use aggressive or antisocial tactics as a method of coping with aversive experiences) raise children who are resistant to punishments. They fight coercion with countercoercion to command the attention of an adult who rarely offers praise or shows any signs of affection (Shaffer, 1999). These aggressive acts need to be controlled for effective functioning of society. Methods of Controlling Aggression and Other Antisocial Conducts The following methods advanced by Shaffer (1999), and Atkinson, Atkinson, Smith, and Bem (1993) can be helpful when used in combination to control aggression in society. Family therapy Teaching parents effective child-management techniques Life skills training to children Academic remediation for deviant cliques of poor performers. Cathartic technique. Encourage children to vent their anger or frustrations on inanimate objects. (c/o backfire) Create nonaggressive environments. Provide: No aggress

Nespresso Co. Analysis

INDEX PART 1 I. NESPRESSO: AN INNOVATION OF PROCESS AND OF BUSINESS MODEL a. Nespresso, a brand of Nestle group b. An innovation of product i. High quality Coffee ii. Designed Coffee machines iii. The Club iv. The Boutique Concept c. An Innovation of Business model in the Coffee Industry: II. COUNTRY CLIMATE d. Cultural Environment v. Art vi. Architecture vii. Literature viii. Music ix. Media x. Science e. Social environment xi. Labor law xii. Social protection xiii. Swiss work permits xiv. Hofstede’s model applied to Switzerland f. Economic environment xv.Economic indicators g. Political Environment xvi. General Background xvii. Political structure xviii. Policy issues xix. Foreign policy III. ADVERTISING REGULATION I. NESPRESSO: AN INNOVATION OF PROCESS AND OF BUSINESS MODEL a. Nespresso, a brand of Nestle group Nestle is one of the largest food and Nutrition Company in the world, and global leader in the â€Å"mass market coffee†. The firm’s strategy is mainly based on innovation. Always looking for new market to enter in or new product to develop, Nestle has a position of pioneer in almost the food and nutrition market.The main objective of this strategy is to be, and stay, in the leadership position and benefit from the first mover advantages. The coffee market is a remarkable example of this aspect of Nestle’s strategy. Nestle was the first to propose instant coffee and this particular product brought the company to the position of leader on the mass coffee market. The second success of Nestle in the coffee market is the launching of Nespresso, a subsidiary company (but with almost a complete autonomy) specialized in Espresso.The initial strategy of Nespresso, launched in Italy, Switzerland and Japan, was to focus on the professional market (Business to Business) and target the restaurants and bureaus in order to sell machines and capsules. This orientation was a total failure and Nespresso had to rethink its strategy. That is why they developed a new business model based on a BtoC luxury, innovative and unique experience strategy that revolutionized the consumption of Coffee. Indeed, Nespresso is a success thanks to its double innovation: An innovation of product and an innovation of Business model. b. An innovation of productThe real innovation of Nespresso is portioned out coffee. Using a Nespresso machine, you can make an Espresso from special capsules containing high quality coffee. However, the company not only sells high quality and design machines or capsules, its sells a concept. Buying a Nespresso machine allows you to enter the Club Nespresso, where people do not â€Å"drink† coffee, but they taste it, they savour it. The image of privilege is characteristic of the luxury market, and that is what Nespresso is going for: a luxury product and image. This aspect is noticeable when you take a look at the designs.Nespresso’s machines, logo and boutiques are designed by a design agency (Future Brand Paris), following two orders: perfection of the forms and ambivalence (in order to send this message of privilege). Therefore, Nespresso is selling a combination of three elements: the machine, the capsule, and the club Nespresso. i. High quality Coffee More than 16 grands Crus are available from Espressos to Decaffeinatos, Lungos and Pure Origine. We can notice the use of the word â€Å"crus† in Nespresso website communication – that is usually used for wines – which indicates the will to promote Nespresso Coffee as a luxury product. i. Designed Coffee machines Offering timeless designs, high technology functions and user-friendliness, every detail has been carefully considered to provide the consumer with the ultimate experience. iii. The Club The Nespresso club is dedicated to providing the ultimate coffee experience for its members. It offers several benefits: Quick and fast order (phone or internet), an efficient service assistance for your ma chine, you can benefit from the services of coffee specialists who will make you taste new flavours and also have all the News about the brand in exclusivity.Nespresso has succeeded in creating a real experience and a real brand community belonging among the Nespresso clubs members thanks to all this benefits and thanks to exclusive accessories and items such as the Nespresso magazine that creates a real luxury system of values around the brand. iv. The Boutique Concept The luxury universe of Nespresso is physically symbolized by the Nespresso Boutique Concept that invites consumers to experience the unique world of Nespresso in modern and stylish Boutiques.In this warm, comfortable and cosy area, the club members can discover the premium blend coffees, limited edition varieties, all the machines and accessories and also benefit from personalized advice provided by coffee specialists. c. An Innovation of Business model in the Coffee Industry: The concept developed by Nespresso is pr otected by 70 patents (for machines, capsules and the service). The first ones expire in 2012, until then, the company as a complete monopoly. Nespresso is giving licenses to several industrial companies (such as Krups, Magimix, Alessi and Saeco in France) in order to produce the machines in exchange for royalties.The machines are then sold in malls, and all kinds of store selling household electrical applicants (Darty, Boulanger in France). However, the distribution of the capsules is completely different. The capsules are only sold in â€Å"confidential† boutiques dedicated to Nespresso. Moreover, capsules and machines form an integrated system. In fact, when a customer buys a machine, he then can only use Nespresso capsules. So even if the sales of the machines only represent 4% of the company’s turn over (compare to 96% for the sale of capsules), they play key roles in Nespresso’s global strategy.This integrated system work exactly as the ones we observe in the printer market. II. COUNTRY CLIMATE a. Cultural Environment The regionalism in Switzerland makes it very difficult to speak only one language. They are influenced by Germany, Italy and France. Furthermore, the Rhaeto-Romanic culture in the eastern mountains of Switzerland is robust. i. Art The Folk Art still exists because organizations all over the country strive to preserve it. It includes fields like music, dance, poetry, wood carving and embroidery (usually showed on traditional clothing).In addition, there are some forms of arts that are only kept in the mountains, like Yodeling (a type of singing) or accordion (music instrument) or even alphorn (a music instrument which is more popular but only in some areas). The melodies of folk music vary between regions. In particular, the Alpine Folk culture is characterized by very expressive dances. Some small musical ensembles are practiced in mountains area, usually in the French speaking part of Switzerland. Moreover, there is th e Visual Art: in the 16th century, Protestantism had a strong influence on it in Switzerland.Some painters became very famous like Alberto Giacometti, Jean Tinguely and Paul Klee. Finally, the artistic Dada movement was created in Switzerland in the 1910’s. ii. Architecture Swiss people have a strong architectural tradition. We can found the Romanesque style of the 12th century in cathedrals (like in Basel, Sion, Chur, Geneva and Lausanne) and on castles or fortresses. There are also some cathedrals in Gothic style (in Schaffenhausen, Zug and Zurich) and in Baroque style (Einiedeln and St. Gallen). iii. LiteratureSwitzerland produced worldwide renowned writers, like Jean-Jacques Rousseau (Geneva), Jacob Burckhardt (Basel), Germaine de Stael (her house was a center of European Literature in 18th century), Gottfried Keller, Conrad Ferdinand Meyer, Jeremias Gotthelf, Charles Ferdinand Ramuz and Hermann Hesse and Carl Spitteler (who both won a Nobel prize for their work). iv. Mus ic Switzerland has not really a musical tradition, except some composers, in the 20th century, like Arthur Honegger, Othmar Schoeck and Franck Martin. In Lucerne there is the Lucerne Festival of International Music and, in Montreux, the Montreux Jazz Festival. . Media The most important regional media in Switzerland is newspapers; some of them are renowned for their thorough coverage of international issues, like  « Neue Zurcher Zeitung  » (Zurich) and  « Le Temps  » (Geneva). Television has a great role too in the modern culture lifestyle in the country. The national public broadcaster is SRG SSR. It offers three networks, one for each language spoken (German, Italian and French). vi. Science There has been a long tradition of Swiss scientists since Paracelsus who introduced the field of chemistry into medicine in the 16th century.The Bernoulli family is known for their contribution to mathematics. Leonard Euler is another famous mathematician. Horace-Benedict de Saussure w as a naturalist and pioneer in Alpine studies. In the Federal Institute of Technology in Zurich there were a lot of Nobel Prices. Finally, Albert Einstein, who was born in Germany, moved to Switzerland and became a Swiss citizen. b. Social environment i. Labor law While the European Union implemented a strong regulation regarding employer/employee relationship, the labor law in Switzerland is few regulated and is more oriented in favor of the employers.For instance, the termination legislation is not detailed: there must be a â€Å"cause† but in case of a dispute between an employer and an employee, a judge in court will make a decision. Some rules about compensation in case of termination exist but they are not generous. On the other hand, sickness is not a reasonable cause for it, on a sliding scale which permits up to 180 days of sickness after six years of employment. Furthermore, employers can impose an up to three weeks non-competition agreement to their employees. Even if overtime is allowed, the maximum work-week is 45 hours; however, this limit does not apply to managers.In addition, a minimum of four weeks’ vacation is required per year. As far as maternity leave is concerned, return to work is only possible after 6 to 8 weeks. Nevertheless, Switzerland is progressively influenced by the EU social environment. ii. Social protection Resident individuals and individuals with gainful activity in Switzerland have to contribute to the Federal Old Age and Disability Insurance plan and to the federal unemployment insurance plan. Today, the contribution to the Federal Old Age and Disability Insurance plan is half paid by the employer and half by the employees and amounts to 12. % of total employee remuneration. The unemployment contributions represent 2. 2% of total employee remuneration on an annual basis. In addition, in most cantons, health and hospitalization insurance is mandatory. As a result, some companies propose to contribute to their employees' health insurance or they implement group-insurance models for them. Moreover, Switzerland is one of the OECD countries which have the highest unemployment benefits: it offers to unemployed people more than 70% of average earnings. As a consequence, Swiss low-paid people lose more money by going back to work than being unemployed. iii.Swiss work permits The available residence and work permits are the ‘120-day' permit, the class A, B or C permits, the fiscal deal permit and the political refugee permit. Except the ‘120-day', other permits are subject to quotas. However, agreements signed with the European Union are progressively implementing EU freedom-of-movement rules which may finally enable EU citizens to by-pass the quota permit system. iv. Hofstede’s model applied to Switzerland In the frame of the Hofstede model, the highest cultural dimension of the Swiss population is its Masculinity (MAS) at a value of 70 compared to a European average of 59.T his implies that there is a strong difference from a gender perspective and that men are very competitive. The second highest Hofstede dimension in Switzerland is Individualism (IDV) whose level is at 68, compared to a European average of 61. Therefore, the Swiss inhabitants are characterized by their individualism: if they care about themselves and their family, they are not prone to interfere in others’ life. This cultural aspect is in adequacy with the non-commitment of Switzerland to the European Union. The lowest cultural characteristic of Switzerland is Power Distance (PD) at 34 compared to a European level of 45.This demonstrates that in the Swiss culture the power tends to be equally distributed among all the members of the society. c. Economic environment Switzerland is one of the world's most stable economies. In fact, its policy of long-term monetary security and political stability has made it a safe haven for investors, creating an economy that is increasingly de pendent on a steady tide of foreign investment. Because of the country's small size and high labor specialization, industry and trade are the keys to Switzerland's economic livelihood.The highly qualified labor force is performing highly skilled work. The main areas include micro technology, hi-tech, biotechnology and pharmaceuticals, as well as banking and insurance know-how. The service sector now employs the greatest number of people. Swiss companies are extremely competitive in world markets. In some branches, more than 90% of goods and services are exported. The best-known export items are watches, chocolate and cheese, but in fact mechanical and electrical engineering and chemicals together account for over half Swiss export revenues.The largest company is Nestle, the biggest food company in the world. It has around 278,000 employees, about 97% of them outside Switzerland (2009). In 2010, 15 Swiss firms, including the pharmaceutical giant Novartis (No. 160) featured on the â⠂¬Å"Fortune Global 500†, an annual ranking of the 500 most powerful corporations which is compiled by the eponymous American business magazine. Switzerland is also known as a financial centre; it is a central pillar of the Swiss economy, generating over 11% of Swiss GDP. The most important players are banks, followed by insurers.Switzerland has achieved one of the highest per capita incomes in the world with low unemployment rates and a low budget deficit. Swiss wages are higher than in the rest of Europe because of the cost of living. Statistics released by the European Union in 2002 showed that Switzerland was the third most expensive country in Europe, after Norway and Iceland. The Swiss pay particularly high prices for meat, cooking oil, fish and vegetables. Switzerland is not integrated in the European Union but signed Bilateral Agreements with the EU. It has its own money: the Swiss Franc.As a part of the European continent, its main exports and imports partners are Euro pean Union members: France, Germany, Netherlands, Italy, UK, Austria and Spain. Switzerland does also trade with the US. In 2009, 59. 7% of exports went to EU countries, and 78% of the imports came from EU states. That entails interdependence with those countries’ economies, which are part of the biggest economies and unions in the world. For instance, Switzerland suffered from the worldwide financial crash and economic recession in the early 2000s and in 2008.Switzerland's economy only grew 2. 8% in 2010 because of this 2009 recession. The age of unlimited economic growth in Switzerland is over. Fear of unemployment has been one of the main concerns of the Swiss for several years. Switzerland is concerned that economic activity should have as little impact as possible on the environment. Its energy and transport policies aim to be environmentally friendly. i. Economic indicators GDP – official exchange rate| $522. 4 billion (2009 est. )| GDP – real growth rate| 2. 8% (2010 est. )|Labor force | 4. 13 million (2009 est. )| Unemployment rate | 3. 9% (2010 est. )| Population below poverty line| 7. 4% (2009 est. )| Investment (gross fixed) | 19. 9% of GDP (2009 est. )| Budget – revenues| $192. 1 billion| Budget – expenditures| $194. 2 billion| Public debt| 39. 6% of GDP (2010 est. )| Inflation rate (consumer prices) | 0. 7% (2010 est. )| Current account balance | $49. 35 billion (2010 est. )| Exports | $235. 2 billion (2010 est. )| Imports | $220. 4 billion (2010 est. )| Debt – external| $1. 19 trillion (30 June 2010)|Stock of direct foreign investment – at home | $514 billion (31 December 2010 est. )| Stock of direct foreign investment – abroad| $814. 6 billion (31 December 2010 est. )| d. Political Environment i. General Background In 1848, Switzerland became a modern federal state, and its official name is Swiss Confederation. Switzerland’s form of state is federal republic and comprises 26 semi-aut onomous cantons and half-cantons. The government consists of seven members, whom are elected by the Bicameral Federal Assembly, and the government members work as president in turns.Also, the Swiss people have rights to influence poetical concerns with the help of the highly developed system of direct democracy, which is strongly supported by the federal constitution. Moreover, the neutral position taken by Switzerland in the world allows it to act a vital humanitarian role in the global affairs and to perform as an arbitrator between conflicting parties. ii. Political structure Based on the constitution of 1848 with revisions in 1874 and 2000, Switzerland formed its own legal system, which is viewed as a highly effective system in the world. National legislature Bicameral Federal Assembly, the parliament of Switzerland, comprises National Council of 200 seats and Council of States of 46 seats. While both of National Council and Council of States are elected directly, whereas the nu mber of seats from each canton in the National Council is assigned in accordance to the size of the population. Moreover, if any code passed by both chambers that revised the constitution, it has to be submitted to a public vote. In Switzerland, as in all democratic countries, citizens elect representatives to act on their own behalf.Also, Switzerland gives its citizens the chance to take a direct participation in decision-making. Compared with other countries and places giving citizens important roles in decision making, such as Italy and several states in US, the direct democracy in Swiss legal system is regarded as the most extensive one in the world. Generally, provided the 100,000 signatures to petition for a referendum, the Swiss citizens can initiate changes to the constitution in order to either propose their own legislation or oppose certain legislation existed in the current legal system. State legislature Switzerland is divided into 23 cantons, three of which are divided into half-cantons. Each of the 26 cantons and half-cantons has a parliament, elected by universal vote, and a government, the organization of which varies. The federal president is in charge of all 26 states. The president is selected among the members of the Bicameral Federal Assembly by rotates annually. iii. Policy issues The current hot spots of policy issues in Switzerland include fiscal stability, economic recovery, and reform of the state social security schemes.Besides, the severe appreciation of the Swiss franc forced the central bank in Switzerland to tend to adopt exchange rate following euro. The Swiss government believes further trade liberalization of the economy will remain a significant goal in the future. Also, the foreign policy will focus on the relationship with the EU, with the purpose of achieving more opportunity in the global business world. iv. Foreign policy As the world moves forward, Switzerland both formulates corresponding foreign policies and modifies the policies already approved to face its emerging challenges.Therefore, the government has defined the foreign policy objectives to regulate the foreign policies, including peaceful coexistence of people of all nations, respect for and promotion of human rights, environmental sustainability, representing the interests of Swiss businesses abroad, alleviating need and poverty in the world. III. ADVERTISING REGULATION a. General Regulation in Advertising Almost all of countries have a series of advertising laws to regulate business activities. Advertising may potential drives and persuades consumers into commercial transactions that they may not receive the promised value of products.Therefore, in many countries, government enacts advertising law to control false and deceptive advertising and protects consumers’ right to know that they are getting all necessary information the product should have. Legislation department has the responsibility to regulate the advertising market in terms of control comparative advertising, protect consumers’ right, as well as protect public interest which devotes to prohibit misleading, exaggerate advertising. Some European countries also carry out Market Surveillance which aims to establish authorities to be responsible for market surveillance.These authorities should have the necessary resources and powers to supervise any business activities that involve unfair consequences. For example, surveillance authorities have the responsibility to check whether a product is qualified for applicable safety requirements. If not, actions should be taken to make the product compliant; otherwise, sanctions will be conducted. b. Switzerland Regulation in Advertising Specifically to Switzerland, although it is not a member of the European Union to follow European Law, the country itself has a relatively restrict advertising regulations on media communication, especially television advertising.The most important law regulating adv ertising is the Federal Law against Unfair Competition (Bundesgesetz uber den unlauteren Wettbewerb (UWG) prohibiting any unlawful behavior or business conduct that betray the principle of good faith. The Swiss advertising industry has adopted its own professional ethics in the principles of the Swiss Commission for Integrity of Advertising. The country conducts the Act against Unfair competition which particularly emphasizes on consumer protection. â€Å"Art 3 Lit. Lit. † of this Act regulates unfair and aggressive competition advertising and should avoid influence on consumer’s buying decisions to buy products or services. In addition, this Act regulates duration of advertising and interruption of programs, tele-shopping, sponsorship, self-promotion, product placement, and so on related to television advertising. For example, this regulation prohibits any advertising involves religious or political advertising, incorrect, misleading advertising, subliminal advertisin g, and surreptitious advertising.Tele-shopping presents a direct communication platform to sending out messages containing direct offers for sales of goods to consumers, therefore, the Act only allows 1 hour a day for either private or public broadcasters. Plus, encourage teenagers to contract for the sales of goods or services are not allowed. Furthermore, the Act also mentions about the presence of products in a television programs. It is not allowed to present a special focus on certain products or promotion of the products during a TV program; otherwise, it can be treated as surreptitious advertising.INDEX PART 2 I. NESPRESSO  : ITS INTERNATIONAL EXPANSION II. COUNTRY CLIMATE OF MEXICO h. Cultural Environment i. Language ii. Family Values iii.  «Ã‚  Machismo  Ã‚ » iv. Meal habits v. Religion vi. Coffee habits vii. Hofstede model i. Social environment i. Overview ii. Demographics iii. Income distribution iv. Education level v. Hierarchical society j. Economic environment i. Overview ii. Trade and international partnerships iii. Foreign Investment iv. Agriculture and focus on coffee k. Political Environment i. General Background ii. Political structure iii.Policy issues iv. Foreign policy III. ADVERTISING REGULATION IN MEXICO I. NESPRESSO  : ITS INTERNATIONAL EXPANSION Nespresso always aimed at being an international brand. When Nespresso started, the strategy was to focus on the professional market by marketing restaurants and offices (Business to Business). They launched their machines and capsules in Japan, Italy and Switzerland. In fact, the brand did not just launch its products on the domestic market to see if the business model was effective, they immediately acted at an international level.This strategy was a failure and Nespresso changed its business model in 1988. From then on, Nespresso has been focusing on the public market (Business to Consumer) by restraining the distribution of their products to their own boutiques. Again, they directl y launch their products with their new strategy in France, Italy, Switzerland, United States and Japan. Now the brand is present and successful in more than 50 countries all around the world. We are now going to focus on Mexico. Nespresso is already present in Mexico since 2008 and the brand opened seven stores in the city of Mexico DF.Here is the youtube link of the opening of one of these stores in Mexico DF: http://www. youtube. com/watch? v=ZDSqINiIfeA II. COUNTRY CLIMATE OF MEXICO a. Cultural Environment i. Language Due to the Spanish control of Mexico, the main and official language in Mexico is Spanish, but Mexico is also a home to a great amount of indigenous languages, spoken by 5. 4% of the population. Eighty percent of the Mexicans who speak a Native American language also speak Spanish. Approximately, more than 100 Native American languages are still used in Mexico.Among all of these Native American Languages, Nahuatl, the most important and popular one, is the primary l anguage of more than one million Mexicans and it is spoken by almost one-fourth of all the Native Americans in the country. This language is followed by Maya spoken by 14% of Native Americans, and by Mixteco and Zapateco that are both spoken by 7% of the Native Americans. ii. Family Values. The family is a vital factor of the social environment: it is regarded as a significant element in the social structure by the Mexico’s government. The extended family, providing the stability, is as important as the nuclear family.Mexican people are willing to do whatever they can to help their family members. Following the traditions, fathers are the head, and the decision-maker in the majority of the Mexican families. Mothers who are respectful are usually their husband’s secondary. iii.  «Ã‚  Machismo  Ã‚ » Machismo means masculinity. From a Mexican perspective, to make remarks to a woman is considered normal and is not harassment. The Mexican men believe that nothing must b e allowed to tarnish their image as a man. They are very proud of being a man and, if you hurt this, they can get very aggressive because they think that it is their right. v. Meal habits Due to the diversity and richness of cultural environment, people in Mexico are fond of great eating and drinking: this is a common characteristic in Mexican society. As known to all, Mexican cuisine plays an important role in world cuisine system and it represents the country’s image. The most popular ingredients of Mexico food are beans, rice, corn, tomatoes, papayas, vanilla, and peppers. In addition, Mexican people have a great variety of drinks: the most popular one is tequila but they also drink a lot of soft drinks and beers.Mexicans usually have a light breakfast that includes coffee and/or a fruit before they leave to go to work or school. Then, halfway through the morning, they have a tortilla or a bread roll. The  « comida  » is the most important meal of the day and it is ser ved between 2 and 4 pm. It has three or four courses, soup, rice or pasta, meat accompanied with tortilla and refried beans and dessert. Dinner is served between 8 and 10 pm and they usually have sweet rolls, coffee and milk. They mostly eat outdoors. v. Religion The main religion in Mexico is Roman Catholicism.After the Spanish conquest, the Mexicans really accepted the catholic religion with its beliefs and practices but they did it on the basis of their pre-Hispanic religious beliefs. For instance, the Virgin Guadalupe was associated with the pagan goddes Tonantzin. As a result, their Catholicism is usually described as syncretism. The Catholic beliefs pervade the life of every ordinary Mexican because the Catholic Church has been a powerful institution in the Mexican history. Its relation with the state has been very tense. We can see that in the last decades the Protestant religion has been very present in the South of Mexico. vi.Coffee habits Worldwide speaking, the consumptio n of coffee is growing significantly due to the technical innovation that reduces the processing time. Also, with the advance of telecommunication, the distributors also get benefit from buying quantities on a â€Å"just in time† basis. From a traditional point of view, coffee is considered as a commodity in many developing countries, especially in Latin America. Unlike developed countries where coffee drinking and cafe places are growing rapidly in high demand, the coffee drinking habits in Mexico grow relatively slowly due, in particular, to the underdeveloped social infrastructures.The Mexicans have a way to drink coffee which is kind of unique: they like to add a small amount of cinnamon to the ground coffee before brewing it, so that it adds a distinct flavor and reduces the acidity. Some do put cinnamon sticks and brown sugar in it but for example, in Veracruz, they usually drink instant coffee that they call  « Americano  ». The very Mexican thing about coffee is t hat they like it flavored atole. Atole is a kind of watery form of corn pudding that you can drink. They have Atole of a lot of ingredients (vanilla, chocolate, etc†¦).Based on above analysis and the insight of change in Mexico society, companies and business organizations should focus on attracting more customers with higher purchasing power who are eager for better products and services. Additionally, providing aggressive advertising enhancing family values and interactive communications to consumers in Mexico is also very vital because it may have a potential to acquire more than 100 million untargeted consumers. vii. Hofstede model Mexico is similar to many Latin countries when Hofstede's Dimensions are compared and analyzed.Mexico's highest Hofstede Dimension is Uncertainty Avoidance (UAI) (82), indicating the society’s low level of tolerance for uncertainty. In an effort to minimize or reduce this level of uncertainty, strict rules, laws, policies, and regulations are adopted and implemented. The ultimate goal of this population is to control everything in order to eliminate or avoid the unexpected. As a result of this high Uncertainty Avoidance characteristic, the society does not readily accept change and is very risk adverse. This is a real challenge for a brand as Nespresso which is a new concept of coffee consumption.Mexico has a low Individualism (IDV) ranking (30), but is slightly higher than other Latin countries with an average 21. The score on this Dimension indicates the society is Collectivist as compared to Individualist. This is manifest in a close long-term commitment to the member ‘group', be that a family, extended family, or extended relationships. Loyalty in a collectivist culture is paramount, and over-rides most other societal rules and regulations. The society fosters strong relationships where everyone takes responsibility for fellow members of their groupMexico has the second highest Masculinity (MAS) ranking in Latin America (69). This indicates the country experiences a higher degree of gender differentiation of roles. The male dominates a significant portion of the society and power structure. This situation generates a female population that becomes more assertive and competitive, although not at the level of the male population. Another dimension in which Mexico ranks higher than other Latin neighbors is Power Distance (PDI) with a rank of 81, compared to an average of 70.This is indicative of a high level of inequality of power and wealth within the society. This condition is not necessarily subverted upon the population, but rather accepted by the culture as a whole. This is a â€Å"good point† for Nespresso who position itself as a luxury brand because the healthy and powerful part of the population can see in Nespresso a way to show and affirm their superior social status. b. Social environment i. Overview The social environment in Mexico is very complex and polarized in ter ms of income distribution, social status, and education level throughout the country.In late 1990s, the Mexican economy has started to emerge because of the commercial liberalization with a rising class of affluent elite which contrasts to majority of poor people in both rural and urban areas. The major social condition in Mexico accounts for a rapid increasing in population with an inequitable income distribution. The recent decrease in the rate of mortality as well as in the rate of fertility contribute to shape an older population in Mexico which, in turns, impacts the future demands in consumption, employment, education as well as other social indicators.According to Global Consumer Survey 2009 of the consultancy Accenture, â€Å"Mexicans are facing a state of volatility, which approximately half of consumers in Mexico are not satisfied with services and products they received right now and expect to high quality products and service. † In addition, an additional study re veals that 29% of merchants are not satisfied with their current suppliers and they are favor of looking for high-quality innovated products and services with wider varieties of options. ii. Demographics * PopulationAs shown in the latest census conducted in 2010, Mexico’s Population is 112,336,538, becoming the most populous Spanish-speaking country in the world and the eleventh most populous country in the world. Moreover, the Mexican population grows at 1. 102%. * Age structure The age structure is as followed: – 0-14 years: 28. 2% (male 16,395,974/female 15,714,182); – 15-64 years: 65. 2% (male 35,842,495/female 38,309,528); – 65 years and over: 6. 6% (male 3,348,495/female 4,113,552) (2011 est. ). * Urbanization 78% of total population is urbanized (2010) and the annual rate of urbanization is 1. % (2010-15 est. ). It is interesting that Mexico City is the second-largest urban agglomeration in the Western Hemisphere, after Sao Paulo (Brazil), but bef ore New York-Newark (US). iii. Income distribution Mexico has been regarded as a highly unequal country for a long period. Mexico has the second highest level of income inequality in the globe, becoming one of the 20 countries with the highest degree of inequality. The Figure 1 shows data on Mexico’s gini coefficient, which is a measure to evaluate the level of undistributed income, from 1950 to 2004.As shown in the Figure 1, although Mexico reduced inequality in a great extent during the 1960s and 1970s, Mexico has not solved the problem of unequal distribution of income since the 1980s. Moreover, Mexico has the highest level of relative poverty in the Organization for Economic Co-operation and Development (OECD). Compared with average level in the OECD, one in every ten people being poor, the Mexico has higher percentage, one in five. This means that virtually 50% of Mexicans cannot live with its current income. The figures 2 and 3 below show the movement of the gini coeffi cients of urban nd rural areas respectively in Mexico from 1994 to 2006. The inequality of income in urban areas of Mexico has steadily declined since 1994. Furthermore, the inequality in rural areas experienced an increasing trend from 1994 to 2000, and then declined since 2000 to the 1994 levels. Moreover, the significance of unequal income distribution in both urban and rural areas are approximately the same. iv. Education level According to the analysis of data, Mexico’s government amount of expenditure in the field of education is $28 billion every year, as much as 4. 8% of GDP, which ranks the 69th in the world compared with other countries.The Mexican education system is divided into four levels, preschool, compulsory basic education, upper secondary education, and higher education. Among the four levels of education system, the government is only officially responsible for providing compulsory basic education. The whole system enrolls nearly 31 million students, 86% o f population aged three to 25. The literacy rate is 91. 4%. The key issues in Mexican education system is insufficient enrollments and high dropout rates above the primary level, insufficient supply of upper secondary schools, and low student achievement levels. v. Hierarchical societyThe Mexican society are highly stratified and vertically structured. The hierarchical relationships are emphasized in the Mexican society. The people in the Mexico would like to respect authority and power, and follow those who are above them for guidance and decision making. It is interesting that the rankings are important in Mexico, and therefore those having more authority should be treated with respect. The belief of hierarchy makes it important to know the chain of hierarchy in your surroundings, and Mexicans know about how each individual fits into each hierarchy, such as family, friends or business. . Economic environment i. Overview Mexico is the second largest national economy in Latin Americ a. It is assessed by the World Bank as an upper-middle-income country. Poverty is a serious Mexican issue as around 47% of the population lived below the poverty line in 2008. As a consequence, since 2002, the Mexican Government has implemented a social assistance program called Oportunidades to address the worrying problems of poverty; this program replaced the previous program Progresa created in 1997.In 1983, Mexico was a highly inward-oriented economy with a government that was outspoken in its criticism of multinational companies. However, after years of stagnant economic activity and high inflation in Mexico, the government liberalized the trade sector in 1985 which led to the resumption of economic growth. Since the devaluation of the peso in 1994, macroeconomic indicators have improved: for instance, inflation and public sector deficits are now under control. Nevertheless, in 2009, the economy experienced its deepest recession since the 1930s: Mexican gross domestic product (GDP) tightened by 6. %. This recession was mainly due to weaker exports to the United States, to a reduction in oil revenues, to the consequences of H1N1 influenza on tourism and to lower remittances investment from abroad. In fact, Mexico is largely dependent on the money sent home by the millions of migrant workers in the US: remittances average per year stands at around U. S. $21 billion. A major part of remittances is used for immediate consumption (food, housing, health care, education) but some of them permit the implementation of shared projects and the improvement of infrastructure.In 2010, Mexico’s economy created 730,348 jobs. According to Bloomberg’s forecast, the Mexican growth will slow to between 3 percent and 4 percent in 2011 after a growth of 5. 1 percent in 2010. The underlying reason is that Mexico's economic fate is closely tied to that of the United States. However, Mexico’s central bank reaffirmed its willingness to cut interest rates if t he global economy further deteriorates. The average Mexico's unemployment rate from 2000 until 2010 was 3. 45 percent reaching an historical high of 5. 93 percent in May of 2009 and a record low of 2. 2 percent in November of 2002. In September 2011, it was at 5. 26 %. According to data collected by Doing Business, â€Å"starting a business there requires 6 procedures, takes 9 days, costs 11. 2% of income per capita and requires paid-in minimum capital of 8. 4% of income per capita†. On the ease of starting a business, the Doing Business 2012 rank of Brazil is 75 out of 183 economies, compared to a 2011 rank of 66. This means Mexico lost 9 places in one year. Finally, the average Doing Business 2012 rank of Mexico is 53 out of 183 economies, compared to a 2011 rank of 54.This means Mexico wins 1 place in one year. ii. Trade and international partnerships As an export-oriented economy, more than 90% of Mexican trade is under free trade agreements (FTA). In fact, Mexico's trade is shaped by 44 FTA; among them, there are the ones with the United States and Canada through the NAFTA (North American Free Trade Agreement) since 1994, with the European Union since 1999, and with Japan since 2004. Mexico is the United States’ second-largest export market and third-largest trading partner. A large part of U. S. xports to Mexico is electronic equipment, motor vehicle parts and chemicals. Trade issues are mainly settled through direct negotiations between the two countries, via World Trade Organization (WTO) or via the formal dispute settlement procedures of NAFTA. Foreign direct investment (FDI) in Mexico for 2009 was $14. 4 billion, and it decreased of 51% from the previous year. Almost a half of FDI comes from the U. S. (Bureau of Western Hemisphere Affairs). iii. Foreign Investment The Mexican amount of foreign direct investment (FDI) in 2009 was $14. 4 billion, i. e. decline in 51% from the previous year. 45% comes from the U. S. which was once again th e largest foreign investor in Mexico of reported FDI ($6. 4 billion FDI from the U. S. ). The decrease of this figure can be mainly attributed to the 2008 and 2009 economic slowdown in the United States. iv. Agriculture and focus on coffee Only 11% of Mexico's land area is cultivable and only less than 3% of it is irrigated. Mexico’s most revenue-producing crops are corn, tomatoes, sugar cane, dry beans and avocados but Mexico also takes advantage of its production of beef, poultry, pork, and dairy products.The Mexican agriculture has benefitted from the implementation of NAFTA but structural inefficiencies continue to represent a hindrance to improvements in productivity and living standards for many famers in the agricultural sector. In fact, the Mexican agricultural landscape is largely characterized by small-scale producers, a lack of infrastructure, inadequate supplies of credit, a communal land structure for many producers and a large subsistence rural population that i s not part of the formal economy. This is the reason hy the number of Mexican farmers is decreasing as they see more opportunities in the industrial sector and in cities. In addition, at the beginning of 2011, the Mexican agriculture had to face rough climate conditions: Mexico, and in particular, the northwestern state of Sinaloa, known as the â€Å"Bread Basket of Mexico†, was hit by unusually cold temperatures in January and February. In total, this is more than 1. 5 million acres of corn, vegetable, citrus and other crops that were either damaged or destroyed in Sinaloa, representing a preliminary economic loss of approximately one billion dollars.The cold weather also hit the 2010-2011 harvest of coffee. Mexico is the world’s seventh largest coffee producer after Brazil, Vietnam, Indonesia, Colombia, India and Ethiopia and it constitutes one of the leading suppliers of organic, shade-grown coffee. The country has 480,000 coffee growers; most of them are working on small parcels of land of less than 5 hectares in size. Coffee growers are mainly located in Chiapas, Veracruz and Oaxaca for a production of 268,000 metric tons a year.If the Mexican coffee consumption per person is rising – it has doubled since 2000, it remains low at about half the equivalent consumption of the coffee-growing Central American nations. Therefore, 62% of the coffee harvest is still exported, generating $400 million annually. d. Political Environment i. General Background Mexico is a federal presidential representative democratic republic based on a congressional system. It comprises thirty-one states and a Federal District, the capital city. The president of Mexico is both head of state and head of government, and of a multi-party system.The federal government represents the United Mexican States and is divided into three branches: executive, legislative and judicial, as established by the Political Constitution of the United Mexican States, published in 191 7. ii. Political structure The executive power is exercised by the executive branch, which is headed by the President and his advisers, secretaries independent of the legislature. Legislative power is represented by the Congress, a two-chamber legislature comprising the Senate and the Chamber of Deputies.Judicial power is exercised by the judiciary, consisting of different institutions such as the Supreme Court of Justice of the Nation, the Council of the Federal Judiciary and the tribunals. Political parties must be registered in the Federal Electoral Institute (IFE) and must obtain at least 2% of votes in the federal elections to be kept in their registry. Although in 2010 there were 7 different parties the three most important are National Action Party (PAN), the Party of the Democratic Revolution (PRD) and Institutional Revolutionary Party (PRI).Political parties are allowed to form alliances or coalitions to nominate candidates for any particular election. iii. Policy issues Dr ug-traffic, narco-related activities and police corruption are a major concern in Mexico. More than 30,000 people have been killed by drug violence since 2006. The current president Felipe Calderon made abating drug-trafficking one of the top priorities of his administration. There has been a tendency to increase the militarization. Mexican Army was deployed to cities where drug cartels operate.This action has been heavily criticized, even by the National Human Rights Comission, but unprecedented results have been obtained fighting against drug carterls and reducing violence. In October 2007, the president Calderon and US president George W. Bush announced the Merida Initiative a historic plan of law enforcement cooperation between the two countries. This initiative tries to confront criminal organizations whose illicit actions undermine public safety, erode the rule of law, and threaten the national security of the United States. In 2008, Congress approved an initial $400 million f or Mexico. v. Foreign policy Mexico takes part in many international organizations such as: the United Nations, the Organization of American States, the organization of Ibero-American States, the OPANAL and the Rio Group. Mexico has also presence in major economic groups: G8+5 and G-20. Nowadays, Mexico’s largest trading partner is the United States which is one of the most relevant players in the world of affairs. On the other hand, Mexico has given support to the Cuban government since 1969, the Sandinista Revolution in Nicaragua and leftist revolutionary groups in El Salvador during 1980. III.ADVERTISING REGULATIONS IN MEXICO Advertising in Mexico is highly regulated: there are at least seven federal laws, five federal regulations and a variety of Mexican official standards. In addition to that, state laws and regulations are applied to advertising. The most important law regarding advertising is the Federal Law for Protection of Consumers (FLPC). Article 32 of FLPC establ ishes that an advertisement has to be truthful and verifiable. It also must not contain any text, dialogue, sounds, images, marks, geographical indications or other indications which could induce consumers into error or confusion.Consumers must not be misled as to the qualities and characteristics of an advertised product or service; or into thinking that such a product or service is better than one offered by a competitor when this is not the case. Comparative advertising is allowed if the information is not deceptive or abusive. â€Å"Deceptive† or â€Å"abusive† descriptions are described as inducing consumers into error or confusion due to the inexact, false, exaggerated, artificial or tendentious form in which the information is presented. The advertiser need not include any reference to the registration status of a trademark or patent used in an advertisement.In order to have the trademark, the company has to provide information about: * The kind of media used to advertise the mark in Mexico and, if applicable, in foreign countries; * The timescale for use of the mark in advertising in Mexico and, if applicable, in foreign countries; * The financial amount invested in advertising the mark in Mexico and in foreign countries during the previous three years. The Consumers Federal Bureau is the regulatory body charged with examining alleged breaches of the FLPC. Where an dvertisement is found to be infringing, the bureau can: * Order the infringing party to stop using the advertisement; †¢ Order the infringing party to alter the advertisement to prevent further breach; †¢ Impose a fine from $332. 52 and up to $1,064,044. 07 Mexican Currency. Wrong comparative advertising entails unfair competition and refers to the trademark infringement provisions set out in Paragraph X of Article 213the Industrial Property Law. Underage consumers and other susceptible groups of the society are under special protection in Mexican law.On the 10th of A ugust of 1990, Mexico ratified the United Nations Convention on the Rights of the Child. Article 1 of the Convention defines a child as a person below the age of 18. Article 17(e) obligates member states to ‘encourage the development of appropriate guidelines for the protection of the child from information and material injurious to his or her wellbeing’. Local regulations also contain specific information regarding to the marketing of alcohol and tobacco for children, the use of crude language and sexual content in advertising.Children’s advertising must not offend national or family values, or encourage hazardous or harmful activities. The three government bodies primarily responsible for the regulation of children’s advertising are the Ministry of the Interior, the Attorney General for Consumer Protection, and the Ministry of Health. The Federal Law on Radio and Television makes compulsory the approval by the Ministry of The Interior of all radio and te levision advertising. Advertisers must avoid: * Statements that promote racial discrimination or that denigrate or offend national heroes or religious beliefs. Statements that promote criminal acts, violence or vice. * The use of offensive language. * Advertisements that are contrary to public morality or values. * Statements or images that promote the consumption of alcohol, tobacco or illegal drugs. * Statements that may cause public alarm or panic. Federal Law on Radio and Television also provides that children’s programs can be transmitted at any hour. Television and radio advertising must never exceed 18% of the total time of transmission.The Federal Health code extremely restricts the advertising of pharmaceutical products and harmful substances like alcohol, tobacco or pharmaceutical products: * Alcohol and tobacco may never be advertised during television or radio programs broadcast during time periods reserved for broadcasting suitable for all audiences (from 5 am to 8 pm); alcohol advertisements may not be broadcast before 10 pm. * Alcohol and tobacco products may never be given to minors. Children may not be used to sponsor activities relating to consumers under the age of 25 years. Alcohol and tobacco may not be promoted through raffles, contests or collectables intended for children. * Alcohol and tobacco advertising may not use models under the age of 25 years and must never show actual consumption of the product. * Tobacco billboards may not be located within 200 m of elementary or high schools, hospitals, public parks, sports or family centers. * Alcohol and tobacco advertising may never be shown in movie theatres during showings of movies that might be viewed by an underage audience. Alcohol and tobacco advertisements may not appear in elementary or high school materials of any kind, such as notebooks, rulers or books intended for school-age children. * Pharmaceutical products of any kind may not be advertised through cartoons that migh t encourage consumption by children. * Free samples of medication may not be distributed to underage consumers. We can conclude that our brand Nespresso is not going to be over restricted regarding its advertising campaign as it is not an alcoholic, tobacco, pharmaceutical or child product.Nevertheless, Nespresso will have to be really attentive to the trademarks and the Intellectual Property Law and Rights. It will also be necessary to work closely on the radio and television programming. INDEX PART 3 I. COMMUNICATION STRATEGY l. Evolution of Communication Strategies m. International Promotion n. The Nespresso Club o. Events II. INTERNATIONAL STANDARDIZED ADVERTISING STRATEGIES a. TV Advertisings b. Prints c. Social Media Strategy III. RECOMMENDATIONS Since the implementation of its new positioning on the Business to Customer market in 1988, Nespresso has developed a very coherent and strong communication strategy.In fact, every single event Nespresso launched (a new product, a new store, a new event or a new advertising) makes sense, strengthens its strategy and promotes its luxury positioning. Nothing is a coincidence. For instance, on November 7th of 2011, Nespresso opened its first store in an airport: the Orly Airport in France. The stake was not about the opening of a new store in France or of a first store in an airport; it was about providing a new service to its clients by making them get Nespresso capsules easier.Indeed, in its communication report, Nespresso mentioned that this store does not aim at targeting new potential customers but at offering an additional service to the members of its community. In this part, we will focus on the characteristics of the international promotion of Nespresso. I. COMMUNICATION STRATEGY a. Evolution of communication strategies Nespresso’s success in a great extent depends on the communication strategies Nespresso took in its whole developing stages.Nespresso actively get to know what the customers’ demands and expectations are through various researches and investigations in different countries. Besides, aiming at these various demands and expectations, Nespresso determined diversified communication strategies according to the brand’s different phases in life cycle, such as imitation phase, developing phase, and maturity phase. Due to the effective adoption of these communication strategies, the existing customers’ loyalty increase steadily, and an increasing number of potential customers switch to new customers as well.Moreover, as the Nespresso developed and expanded, Nespresso’s managers pervasively applied the most effective communication strategies in the global markets, with special adjustment in different countries’ markets. As following stated, Nespresso applied several communication strategies during the development of Nespresso from beginning to the current period. Nespresso consequently started to select communication strategies of word o f mouth in local boutique, word of mouth in outside boutiques, passive TV advertisements and prints, and other social media. * Word of mouth in Nespresso local boutiquesA key area of consolidation of brand image and reputation is the cultivation of customer loyalty. It is not surprising that more than half of all new Nespresso club members firstly try the brand through the existing customers. Hence, word of mouth is regarded as the brand’s strongest communication strategy by Nespresso’s maagers. The concept of boutique is Nespresso’s invitation to experience the unique world of Nespresso in its modern and stylish boutiques. In the boutiques, the customers also can have retail experience to satisfy customers’ every desire.As well, Nespresso tries to offers customers a sense of timelessness in the Carpe Diem Lounge. Initially, Nespresso used the communication strategy of word of mouth to emphasize its simultaneous opening in Switzerland, France, Italy, Japa n and USA in 1988. Through application of this communication strategy, Nespresso successfully diffuse the knowledge of brand and provide introduction of different products. Also, through this direct and fast communication way, Nespresso can efficiently recognize customers’ reflections and demands, and then correspondingly make adjustments to the current marketing strategies or change promotion ways. Massive TV commercials, other prints and social media After successful application of communication strategies of word of mouth in local and outside boutiques, Nespresso decided to promote its products and publicize its brand image in certain boarder ways. Therefore, Nespresso decided to take massive TV commercial strategies, and select George Clooney as the spoke person of the brand. Also, it was smart that Nespresso did not blast its way onto TV from the initiation, which is taking risk of â€Å"George over-kill†. However, let early adopters enjoy their findings first, an d then expanded the campaign more broadly.Moreover, the choice of George Clooney is based on his screen and off-stage image. The facts of marketing satisfactory prove Nespresso’s choice is right. Through the application of the massive TV commercials, the customers’ identification of Nespresso’s brand and products are increasing in a great extent. Besides the TV advertisement commercials are developed, the massive social media and prints are used as communication strategies in the current age, such as Facebook, twitter and related magazines. b. International Promotion of Nespresso * Communication strategyThe first characteristic of the Nespresso’s global communication strategy is its process: indeed, Nespresso decided to involve the members of its club community within the decision-making process like the choice of the star to embody the brand. The second characteristic of the Nespresso’s global communication strategy is the fact that it is always a t the image the brand: luxury and grandiose. Indeed, Nespresso only associate itself with brands which have the same positioning. For example, in March 2009, the Haussmann Printemps building in Paris was covered by a tarp because the front of the building was renovating.Nespresso chose this unique and large tarp as an advertising board to promote its machine Nespresso CitiZ. In France, the Haussmann Printemps is a symbol of the French high bourgeoisie. The two below pictures illustrate this unique campaign: The last characteristic of the Nespresso’s global communication strategy is its strong visual impact based on pride on notoriety. It is to the point, catchy and easily memorable. * Standardized advertising strategy According to Harvard’s Theodore Levitt, the needs and desires of consumers round the world are growing ever more homogenized implementing a large and unique market. This theory leads some international brands, like Nespresso, to adopt a standardized appro ach for its advertising. The first element which demonstrates this standardized strategy is the fact that most of the Nespresso TV commercials are in English, with subtitles in a foreign language (usually French or Spanish): – Nespresso Cab Driver with Spanish subtitles: http://www. youtube. com/watch? v=E4ImQSU7Kdo; – Nespresso Cab Driver with French subtitles: http://www. youtube. com/watch? =lK8SVWSmTQA. Furthermore, as the brand’s worldwide success is based on the creation of a unique Nespresso experience; its international advertising precisely illustrates this experience’s concept. This is the reason why most of the Nespresso’s commercials take place in the same atmosphere, a Nespresso’s store and enhance the same idea of â€Å"a high-standard brand†. To highlight this vision based on quality and high standards, Nespresso chose in 2005 to bring in the celebrity George Clooney in its ads; in 2008, John Malkovich was also featured in one of its commercials.Celebrities in Nespresso’s commercials are a key international element; this is the reason why selected celebrities are international ones. In addition, the visual aspect of most of the commercials is similar. The colors are the one of the brand and the scene with the last drop of coffee fallen in the cup is in most ads (picture on the left side). Nespresso also invented what could be called the â€Å"Nespresso† original soundtrack. In fact, in all Nespresso’s commercials the same soundtrack is playing.Therefore, the TV campaign developed by Nespresso was received with such enthusiasm far and wide that it really contributed to the worldwide success of the brand. In fact, sales significantly increased after its first commercial â€Å"What Else? † with George Clooney. Last but not least, we identified two kinds of TV ads: on one hand, the â€Å"George Clooney saga† which aims at promoting the brand itself; on the other hand , the ads that aim at promoting the Nespresso products in which George Clooney is not featured. The following link is an example of the second kind: http://www. youtube. om/watch? v=29a2v041uZ0&feature=related. It is from April of 2011. If Nespresso developed global standardized strategy advertising, we noticed some small local adaptations. In fact, the last image of the TV commercials is the logo of Nespresso with its slogan â€Å"coffee, body and soul†. The language of the slogan is in the same language as the one of the subtitles. Below are two pictures with the French and the Spanish slogan. We can also wonder if this standardized advertising strategy is relevant for Nespresso as Switzerland and Mexico are two very different countries.We chose to study some commercials in Switzerland and Mexico of the brand Nescafe to see if this lack of adaptation is an error or not. Nescafe is a brand of instant coffee made by Nestle; it manufactures and sells many different products wo rldwide. Therefore, Nespresso and Nescafe do belong to the same category