The History of Management Theory Research Paper Example | Topics and Well Written Essays - 750 words

The History of Management Theory - Research Paper Example The classical school of management outlined the scientific management principles and suggested to use scientific methods to deal with the problems of handling assembly lines. More emphasis was placed on achieving specialization so that productivity can be improved. The Human Relations School however, attempted to add more dimensions to the management and suggested the psychological dimensions of the management also. (Roth, 1994) The open system school attempted to reconcile the differences of classical and human relations school and provided a system approach to view organizations as a complete system with humans operating as one part of the whole system. The social action school has also put forward the arguments of viewing the employees as individuals having their own interests and goals. The social action school of management is one of the latest advancements in the theory of management. Comparison and Contrast between Classical and Human Relations School Classical School of Manag ement is considered as the oldest school of management and it started with the advent of industrial revolution in developed countries. ... however, refused under the human relations school wherein it was outlined that organization is not just a mechanical thing with employees working like mechanical objects. Employees being the humans also possess feelings and have their social needs and it is the responsibility of the management to actually account for such social needs of the employees. My current organization, considering employees having social needs and responsibilities, tend to provide different facilities such as leaves, bonuses, paid vacations etc which actually help employees to free themselves from the stress of work and to become more productive in nature. This also serves as the source of intrinsic motivation for most of the employees as it outlines that the organization is taking care of the needs of the employees and employees feel the part of the organization. Work is also delegated to the employees and there is more need to develop employees which can perform multiple tasks. There is therefore a clear di version from the principles of scientific management which advocates for the specialization of the tasks whereas my current organization focuses on developing the capabilities of the employees in different areas of the work so that can better perform for the overall organization level. Scientific management also advocated the use of things like following best practices, complying with the policies and manuals of the company. This view has been held till now also wherein management still believes that employees work as economic agents with their own self-directed interests to achieve monetary gains. In order to provide such monetary gains to the employees, management must force them to comply with their policies and manuals. Though human relations movement did not negated this position but

Corporate Business Responsibility Essay Example | Topics and Well Written Essays - 750 words

Corporate Business Responsibility - Essay Example According to him, he opposes Milton’s theory and states that the business entity has an added responsibility of taking care of consumers and other workers on top of achieving its core purpose of making profits. These two viewpoints have had very many reviews and the comprehension and general assessment assist largely in determining the more noble theory. Both the ideas have their strong points, and this is based from the vast research and knowledge that the experts behind them have. Focusing on the views offered by Milton, he stated that the sole responsibility of a business should be to maximize profits. The positive aspect of this statement is that the business thus has the ability to offer full concentration to profit making agendas. With less association with the exterior environment, the company is assured of having maximum profits and thus leading to increased money drawn back to the company, and the subsequent result is always having the business expand to a greater asp ect. However, the theory does not accommodate all aspects of contemporary business ethics. This is from the fact that the 21st century has many people taking the social responsibility of a business rather seriously for them to acknowledge the services offered. The theory is thus rather biased from the fact that people pay more attention to a business that offers more attention to them. If a company involves the community through various activities such as brand testing before marketing and other social responsibilities like funding several events and offering financial aid, people are personally attached. This personal attachment is rather necessary in that it assists in ensuring that the community offers much attention, and to the company and the company has an upper hand in the competitive atmosphere in the location. Another aspect that is rather expounded by Milton from his theory is that a business thus has the ability of remaining anonymous by carrying out its activities in pri vate without letting in the general public in its ideas. This privacy policy is advantageous as it assures the company of originality and assurance that there will not have any theft of concepts and ideas that the company comes up. Moreover, it is said that a company that keeps to itself gets respect from the community in that it portrays its ability to have a financial bearing without assistance from others (Shaw & Barry, 2004, 232). However, looking at the 21st century from a general perspective, going through with Milton’s theory is not the best decision that a company, whether big or small, should take up. The best advice to follow is that relating to Edward Freeman. Caring about the welfare of the workers is one key point to the success of many companies. For instance, a company that sets standards to which the employees have to reach and subsequently gifts the employees that actually attain the standards is well on the course to success. The gifts may come in different packages depending on the success rate of the employees. These may range from family picnics to even salary raises. All these work better to offer motivation for the employees that eventually leads to better corporate results. Freeman and Milton have diverging corporate viewpoints but bear the same subsequent goal for each business criteria taken. The goal is success of the company. Caring about customers is also very

The Effects of Education on Youth Smoking Essay

The Effects of Education on Youth Smoking - Essay Example Moreover, legislation has been passed around the globe which seeks to reduce the impact that certain marketing strategies can have on adolescent for instances. Legislation has recently it has United States which is that cartoon characters or other visually suggestive marketing strategies, such as Joe Camel, it should not be used due to the fact that the underage individuals to engage with cigarette merely because the marketing is specifically targeted to their demographic. Even though these changes have taken place, the sad reality is that young people continue to start smoking cigarettes each and every day. This is all particular importance not only due to the fact that children are just as susceptible to the health impacts that cigarettes entail as adults, it is also of high importance due to the fact that once a young person begin smoking, they are oftentimes likely to continue this habit well into adulthood; oftentimes until they develop a severe medical condition which can take their life. As a means of understanding this reality, the following analysis will focus upon the reasons for why young people begin smoking as a means of seeking to diminish these causal forces that exist within society and promoting a more healthful nation. A great deal of research has indicated that one of the causal reasons for adolescents to begin smoking has to do with whether or not their parents smoke. As such, a statistically higher level of likelihood exists for those adolescents whose parents, or parent as the case may be, smoke as compared to those you do not have such an influence within the home. Naturally, a further reason for why this is a factor has to do with the fact that individual adolescents whose parents/parent smoke are presented with the widespread availability of cigarettes all through their youth (Sohn, 2014).

RETAIL STRATEGY Essay Example | Topics and Well Written Essays - 2500 words

RETAIL STRATEGY - Essay Example In the face of economic growth and radical economic volatility at home, the most attractive retailing options may lie in Asia. Although few domestic retailers are positioned to capitalize on international opportunities, virtually all retailers will be affected by the emergence of the one-world marketplace. As the international borders and barriers come down and the free flow of products goes up, even the smallest mom-and-pop store will be swept up in change. The main trends in the retail industry include fragmentation, specialization and differentiation. Increasing cultural diversity and ethnic insulation lead to market fragmentation. Certainly a number of established retailers are poised to capitalize on the one common denominator that cuts across racial and ethnic diversity--the persistent emphasis on bang-for-the- buck, or value. However, currently most retailers are ill equipped to capitalize on the new opportunities promised by market fragmentation because they do not have access to the expertise required to understand the behavioral manifestations of cultural heritage and ethnic identification (Levy and Weitz 2004). The leading retailers of the 1990s will be those that shore up the knowledge gap by recruiting, hiring, training, and promoting people or by employing outside consultants from cultural and ethnic backgrounds corresponding to those market fragments that promise the greatest profit potential (The Committee for the Histor y of Retailing and Distribution 2009). Although the UK market has grown in absolute terms, the 1990s promise smaller targets of opportunity, both in sheer size and in duration. The factors fueling population growth are conspiring to produce what some have termed "the death of the mass market--and mass marketing" (Levy and Weitz 2004). Although birthrates continue their downward trend,

Rabindranath Tagore Story & Poem Essay Example for Free

Rabindranath Tagore Story Poem Essay A Nandalal Bose illustration for The Hero, part of the 1913 Macmillan release of The Crescent MoonThe Sadhana period, 1891–1895, was among Tagores most fecund, yielding more than half the stories contained in the three-volume Galpaguchchha, itself a group of eighty-four stories. [18] They reflect upon Tagores surroundings, on modern and fashionable ideas, and on mind puzzles. Tagore associated his earliest stories, such as those of the Sadhana period, with an exuberance of vitality and spontaneity; these traits were cultivated by zamindar Tagore’s life in villages such as Patisar, Shajadpur, and Shilaida. Seeing the common and the poor, he examined their lives with a depth and feeling singular in Indian literature up to that point. [79] In The Fruitseller from Kabul, Tagore speaks in first person as a town-dweller and novelist who chances upon the Afghani seller. He channels the longing of those trapped in mundane, hardscrabble Indian urban life, giving play to dreams of a different existence in the distant and wild mountains: There were autumn mornings, the time of year when kings of old went forth to conquest; and I, never stirring from my little corner in Calcutta, would let my mind wander over the whole world. At the very name of another country, my heart would go out to it I would fall to weaving a network of dreams: the mountains, the glens, the forest . . [80] Many of the other Galpaguchchha stories were written in Tagore’s Sabuj Patra period (1914–1917; also named for one of Tagores magazines). [18] A 1913 illustration by Asit Kumar Haldar for The Beginning, a prose-poem in The Crescent MoonTagores Golpoguchchho (Bunch of Stories) remains among Bengali literatures most popular fictional works, providing subject matter for many successful films and theatrical plays. Satyajit Rays film Charulata was based upon Tagores controversial novella, Nastanirh (The Broken Nest). In Atithi (also made into a film), the young Brahmin boy Tarapada shares a boat ride with a village zamindar. The boy reveals that he has run away from home, only to wander around ever since. Taking pity, the zamindar adopts him and ultimately arranges his marriage to the zamindars own daughter. However, the night before the wedding, Tarapada runs off—again. Strir Patra (The Letter from the Wife) is among Bengali literatures earliest depictions of the bold emancipation of women. The heroine Mrinal, the wife of a typical patriarchical Bengali middle class man, writes a letter while she is travelling (which constitutes the whole story). It details the pettiness of her life and struggles; she finally declares that she will not return to her husbands home with the statement Amio bachbo. Ei bachlum: And I shall live. Here, I live. Haimanti assails Hindu marriage and the dismal lifelessness of married Bengali women, hypocrisies plaguing the Indian middle classes, and how Haimanti, a sensitive young woman, must—due to her sensitiveness and free spirit—sacrifice her life. In the last passage, Tagore directly attacks the Hindu custom of glorifying Sitas attempted self-immolation as a means of appeasing her husband Ramas doubts. Musalmani Didi examines Hindu-Muslim tensions and, in many ways, embodies the essence of Tagores humanism. Darpaharan exhibits Tagores self-consciousness, describing a fey young man harboring literary ambitions. Though he loves his wife, he wishes to stifle her own literary career, deeming it unfeminine. Tagore himself, in his youth, seems to have harbored similar ideas about women. Darpaharan depicts the final humbling of the man as he acknowledges his wifes talents. As do many other Tagore stories, Jibito o Mrito equips Bengalis with a ubiquitous epigram: Kadombini moriya proman korilo she more nai—Kadombini died, thereby proving that she hadnt.

Expansion of Spanish clothing retailer Zaras

Expansion of Spanish clothing retailer Zaras This article examines the case of the Spanish clothing retailer Zaras experience of and plans for further expansion into Southern and Northern American markets. It argues that given the unique distribution and production functions of the retailer that possible problems exist for continued expansion in the US market. The problems associated with this given the characteristics of local markets and pressures from rival operators means that a recommendation is made for an adjusted international strategy for the company despite its broad successes elsewhere globally. Introduction Globalisation has become an essential element of international marketing principles and it has been argued that one of the keys to success in global markets is the effective development and marketing of standardised products and brands (Douglas Wind, 1987). Jay (2000) suggests that the development of international enterprises is as a consequence of reduced barriers for trading due to developments in information technology. Jones (2002) argues that successful international operations are those which integrate and cooperate in business activities across national boundaries. It is clear that the clothing industry is a significant part of the internationalisation process in terms of the critical growth of the clothing retailing sector in global markets and attendant activities such as global sourcing. The international expansion of Zara is led by its parent company Grupo Inditex which is based in Spain and Zara has achieved an impressive annual growth of 26% over the last five years (DAndrea Arnold, 2002). Based in Spain Zara has grown from 180 stores to 1.080 stores in 33 countries and in 2002 150 stores were added in 9 countries and further expansion has been planned and expected. As the biggest economy in the world the American market is an attractive one for Zara and stores located in New York were announced as being successful indicators towards future market penetration. The huge American market and especially the North American marketplace was highlighted as the next move for the companys expansion plan yet the diversity in this market and high level of competition creates challenges for continued Zaras success. Environmental Analysis A clear understanding of the business environment is essential for companies in competing in the global economy. This is particularly important in relation to international strategy. Environmental analysis can be made from both a macro and micro perspective and both the PESTEL and Porters industrial analysis are useful instruments of analyses (Johnson Scholes, 2002). PESTEL analyses the political, economic, social, technological, environmental and legal events that have impacts on a business. Of interest in this case is the signing of the North American Free Trade Agreement (NAFTA) which helped regional economic growth among member countries through eliminating tariffs and government encouragement of foreign direct investment. This creates threats to Zara in terms of an entry model as well as marketing strategy. The American market is highly attractive for multinational companies such as Zara. The US is the number one economy in the world although since the terrorist attacks in 2001 the American economy slowed down accompanied with a reduction in consumer confidence. According to Jobber (2001) where national economic performance and customer confidence is poor consumers will reduce consumption of non essential products. This poses problems for Zara in competing in a highly competitive marketplace where demanding for clothing has decreased. Zara however provides luxury clothing products at a reasonable price which provides the company with competitive advantages in terms of price, quality and brand name. The success of Zara depends on an effective logistics system and it is one of the few companies with in-house design and production enabling them to provide new clothing lines within 15 days instead of the 9 months average lead-in time of the textile and clothing industry. It is fair to say that this logistics system based on information technology and computerized design and production programs enables Zara to maintain competitive advantages over other international competitors. However previous experiences in operating in South America where a complex and large distribution centre was established in order to supply the southern region saw challenges in the integrated supply chain being created. Language as one of the most important elements of culture plays a vital role in shaping international marketing strategy simply because people under different social and cultural environments share different value systems and display varied consumer behaviour (Bradley, 2005). Additionally it is useful to be aware of the new form of political economy which suggests that economic phenomena are highly linked with political issues in that governments seek to use political power to achieve economic benefits (Rugman Hodgetts, 2003). Examples of this can be seen in the increasing role of developing countries in the world economy. In the case of the textile and clothing industry more and more retailers and manufacturers source from lower labour cost developing countries res ulting in significant competitive pressures on Zara which insists on sourcing mainly from Europe and relying on its in-house design and production. Porter (1980) provides a useful framework in understanding the industrial environment in which companies are involved in. The competitive level in an industry shapes a firms strategy in competing in its marketplace and in turn this is shaped by the performance of operators within the industry. It is obvious that competition levels are high in both the North and South American marketplace. Zara entered the South American market where American brands such as GAP and the Swedish brand HM were major competitors within the middle clothing market. Similarly buyer power has increased in the modern business environment and Zara needs to effectively satisfy customers globally from different nations and cultural backgrounds. Improvement in US consumer confidence demonstrated in the research creates opportunities for Zara in expanding its market from south to the north (BBC News, 2005). Nevertheless the issue of different supply systems needs to be resolved utilising Zaras integrated global sup ply and logistics chain. The strategic plan to establish a specific supply and distribution centre for the North America market aims to control cost and maintain competitive capabilities in competing with companies from member countries of NAFTA such as Canada and Mexico as well as local players who source from cheaper overseas suppliers. Due to the nature of the clothing retailing industry the diversity of retailing forms in the US is complex including both large numbers as well as different formats for retailers including large retailers, department stores, merchandise shops, small specialty operators and discount stores. There are potential new entrants into this marketplace and hence it is critical for Zara to be aware of the high competition level in the US clothing retailing industry at all levels of the market. Market Segmentation Market segmentation aims to provide relevant information for a basis for the selection of target markets (Bradley, 2005). Zaras targeted customers are people who seek for higher quality clothing products at reasonable prices. In this case targeted American customers were those who expressed interest in European branded clothes. First of all Zaras women collection is divided into three categories: Zara Women, Zara Basic and the sporty Trafaluc representing market segments for women who look for a more formal style, younger women for a more informal style and younger women and teenagers while menswear included Mens Line at Zara, Zara Basics, its club-wear brand 100Zara and Zara Sport (DAndrea Arnold, 2002). In this sense the general public from all age groups can be seen as potential customers targeted by specific sub-brands of Zara. A second important variable in defining segmentation is based on psychographic characteristics such as lifestyle which will be discussed in detail in the next section (Jobber, 2001). As one of the most famous and successful European brands Zara in its existing south American market targeted people who were especially interested in European styles at affordable price levels. This targeting strategy remained the same for Zara in expanding in the North American marketplace. One definition of consumers suggests that it can be seen as individuals as well as groups of people purchase products or services for personal use, household or gifts. In other words they can be classified as end users of particular products (Solomon et al, 2002). Retailers are situated in the final steps of the distribution chain and are closely linked with end users or customers. Therefore it is useful to look at the concept of consumer behaviour in relation to clothing buying in light of target segmentation strategies pursued by Zara. Blackwell, Miniard and Engel (2000) define the initial step of consumption processes as the recognition of needs which can be influenced by various factors such as reference group values, self esteem and external cultural and social value systems. Particularly modern customers have become more sophisticated and learn more from their purchasing experiences with price often deployed as a key indicator as to the quality of goods (Jobber, 2001). This is arguably the case for buying activity in the clothing sector with brand name, price, style as well as quality tending to have important effects on the decision making processes leading to purchasing. According to Entwistle (2000) clothing is not simply about physical garments but takes on a multi-faceted significance where people use fashion to define and negotiate their identity in wider social contexts. Increasing power for consumers enables them to bargain for lower priced clothing yet it remains the case that pure discount on price is not necessarily important for them in make purchasing decisions. This aspect of consumer behaviour offers a useful insight for Zara in establishing its competitive advantages based on an effective logistics and supply chain through ensuring quality with reduced costs matched to a strong brand name. Foxall, Goldsmith and Brown (1998) argue that there are several stages after need recognition leading to final buying activity and as such the co mmunication strategy used to build up effective customer relationships and brand image by clothing retailers is most useful at the early stage in order to have a lasting impact on purchasing decisions. In this retail context women are suggested to constitute a major proportion of consumers (Domosh, 1996). Particularly women are more involved in both social and economic life functions which results in increasing demands on fashion in terms of style and self identity. Additionally a determinant of the degree to which customers evaluate a brand is the level of involvement with high involvement meaning extensive evaluation of the product and/or alternatives (Hawkins, Best and Coney, 1989). For clothing products the degree of involvement is suggested as being typically medium to high (Breward, 2000). Bearing in mind the concept of involvement and the role of women in purchasing Zara used a suite of effective marketing tools in maintaining customer loyalty through providing value added clothing relevant to identified market preferences. This is because in terms of fashion a stylish and sophisticated brand image in terms of trends, styles and tastes is a key success factor in building a b rand name for a retailer such as Zara. Similarly effectively maintaining customer loyalty in terms of repeat buying is a major contributor to successfully expanding its market share in the US market. Marketing Strategy Analysis and Evaluation Based on its successful experience in operating in New York Zara pursued a strategic market expansion strategy in order to maintain organisational growth in terms of market share and the accruement of financial benefits. The establishment of a distribution centre in the outskirts of Buenos Aires enabled Zara supply the southern region as well as played a strategic role in supplying the new northern market (DAndrea Arnold, 2002). With Zara being one of the few companies utilising in-house design and production meant sourcing locally was its main strategy rather than switching to overseas suppliers. This strategic choice did enhance the competitive capabilities of Zara in terms of short lead time and effective logistics control but added to pressure from competitors who sourced abroad resulting in competitive pricing in the middle market by rivals such as HM and GAP. In addition in considering an integrated supply chain the distribution centre to some extent caused inefficiencies in the overall system in that decisions on the choice of local manufacturers had been made difficult due to the closure of American textile and clothing manufacturers who moved production lines to Asia. As such the market expansions strategy remains unclear in terms of it achieving growth based on effective franchises rather than through adding new stores and entering new markets. This can be said to be especially the case for the North American market. Although the market size is large and entry barriers are low due to the cultural differences between south and north US regions means significant attention must be paid to the marketing mix in order to achieve synergy from integration. Life styles are different in North and South America hence the branding strategy used by Zara is essential in differentiating itself with both from existing rivals and attracting new custom ers within each of the respective markets. Evaluation of marketing mix In the context of international market and keeping in mind different macro and micro environmental conditions an international marketing mix needs to be varied from one context to another (Keegan Green, 2003). Based on the branding marketing mix strategies it is of importance to look at international marketing models in the North American market considering different operational environments and different consumer behaviour in southern and northern markets. Product and brand The term product not only refers to tangible goods but also entails intangible attributes such as customer service and brand name (Keegan Green, 2003). As a retailer Zara provides a similar range of products in both the southern and northern markets in the US as those provided in its domestic market. However the intangible resource which Zara as a strong brand in New York occupying the middle fashion market appears to be less visible more broadly in the North American markets in comparison with the national brand image of GAP. Traditionally the brand image of Zara as a retailer is one targeted on middle income consumers seeking high fashion styles at reasonable prices. As a result of successful operation in the EU market as well as Asian and South American markets Zara was able to create a strong brand image in the middle fashion market in order to compete with GAP and HM who are also two major operators in the wider global market. Price Price is argued as being an important indicator for customers in evaluating the quality of products and within the clothing sector this also holds true (Easey, 2002). The price mix deployed in the US market is double that found in its domestic region in Spain due to higher operational cost and higher labour costs. It has been suggested that the clothing industry is labour intensive and that effective human resource management strategy contributes in a key manner to effective cost control and in turn allow for competitive pricing in the market (Jones, 2002). As a result the operational strategy employed by Zara has been consistently challenged by competitive pricing from competitors who source from cheaper developing countries. As a result the efficacy of an integrated logistics and supply chain can be questioned along with the ability of maintaining this over the long term given the diversity and complexity of the clothing manufacturing industry in the US. In sum Zaras operation in i nternational markets appears to be experiencing rapid growth in terms of new branches and improving sales and profit but longer term challenges need to be addressed as a priority. Easey (2002) argues that pricing regimes for clothing products may need to change depending on different characteristics in each national market but that communication and management of these changes need to be directed from a strategic level. Communication An integrated communication strategy is an important part of the marketing mix within a branding strategy framework. This seems to be even more essential in the clothing retailing industrial context involving the use of celebrities as a critical communication tool in communicating with customers. For Blythe (2000) marketing communications objectives are created in order to develop a customer base and improve sales through increasing both new and existing customers expenditure on a brands products. However Zara has rarely exploited advertising campaigns except in the case of its launch of two main product ranges occurring seasonally each year. This can help explain its low brand awareness in the North American market which is a threat to successful entry into this marketplace. Additionally visual merchandising such as store design and layout has become widely regarded as important communication tools with consumers (Lea-Greenwood, 2002). In the case of Zara store design such as clear lighting, white walls and ceiling and style-related decorations such as photographs were deployed in order to create an elegant atmosphere emphasising a brand image reflecting European trends. Likewise employee uniforms helped Zara maintain a visual and physical presence of the brand image and helped in communicating with customers and needed only minor adjustments between southern and northern stores. It is believed that the format and experience of a trading environment particularly in clothing retailing interacts closely with merchandise, customer service and the success of communications strategies (Walters Hanrahan, 2000). It can be argued that the communication strategy used by Zara is effective in terms of communicative effects and of a lower cost than its competitors. On the other hand establishing a significant nationwide presence in North America may require either a large expenditure on a celebrity endorsed campaign or the ef fective use of novel techniques such as viral marketing. Distribution The distribution channel is the network which links producers with users yet international distribution strategies are difficult to manage since distribution structures differ from one country to the next (Keegan Green, 2003). For Zara the US market presents unique challenges. As mentioned earlier the closure of US local manufacturers and moves to Asian manufacturing operations poses major threats to Zara which traditionally exploits local sources in supporting its in house design and production. Due to the highly fragmented nature of fashion retailing it is vital for Zara to differentiate itself from other competitors during its entry stage into the North American market. In considering these difficulties in enter this market and the different cultural backgrounds involved Zara pursued an organic growth in terms of opening stores in its expansion. This is because a strong financial background based on its successful operation both in New York and support from its parent company Grupo Inditex allowed for a longer term fiscal view to be taken. However the use of English in the US market is likely to present challenges for the Spanish company but successful international human resource management should counter this and lead to successful implementation of its strategic expansion plans. Conclusion In order to maintain organizational growth Zara employed an aggressive expansion strategy in responding to internationalisation and globalisation. Research demonstrates that a strong global brand name is one of the most vital elements contributing to the success of international operations (Wigley et al, 2005). However a key consideration is cultural influences which have shaped international marketing strategies for Zara in the US market. An international marketing strategy to some degree remains the same as strategies used in other markets satisfy targeted customer groups effectively. However because of local differences and consumer complexity in the American market adjustments were used such as the establishment of a dedicated distribution centre for the American market. Recommendations The marketing mix used by Zara in the US market has been more effective in New York than in other locations. Brand name is a significant part of product concept hence it is useful for Zara to cooperate with local fashion magazines in conducting magazine campaigns in order to improve brand awareness at the market entry stage. Lea-Greenwoods (2002) suggestion that the communication process involves three key participants namely sender, message and receiver must be added to in the sense that practical contexts of business operations in the clothing retailing sector makes this model more complex due to changing forces in the external environment such as developments in media technology and changing characteristics/preferences of consumers. This is also of particular importance in international markets as different cultural and social backgrounds have substantial impacts on consumer behaviour as well as effective communication models. Secondly higher costs resulted in higher prices for Zara in these locations. This phenomenon is able to generate potential risks to its brand image of quality clothing products at reasonable prices. It is undoubted that in house design and local sourcing provides Zara with competitive advantages such as short lead times and high response rates to clothing trends but an awareness of local characteristics in the marketplace is essential. In the case of international expansion currency rates have a major impact on operational and labour costs. In turn competitiveness on price might be eliminated because of pressures from competitors who are able to provide even cheaper but goods which are of high quality. As Jones (2002) highlights global sourcing is a key trend and will continue to be so due to globalisation. Although sourcing abroad raises concerns on supply chain related risks which are often called the Iceberg theory it is imperative that Zara be aware of the significant advantages of sourcing from countries with lower labour costs especially given that quality levels have improved (Jackson Shaw, 2001). With the North American market there were difficulties for Zara in maintaining its famous on an in house production model simply because of a lack of local suppliers and manufacturers. Additionally labour costs in America are considerably higher compared to its operation in Europe. It is hard for Zara then to enjoy cost advantages offered by Eastern European countries as well as cheap domestic cost in Spain (Jones, 2002). The suggestion here is to consider expanding operations to Mexico which is comparably cheaper than the US yet offers a distribution channel to the North American market. The establishment of a distribution centre in Mexico is more likely to be cost effective rather th an building specific manufacturing factories in order to supply the North American market.

Importance of Communication in Social Work | Essay

Importance of Communication in Social Work | Essay People continually communicate with each other in one form or another whether it be through spoken or written language. Communication is fundamental to social work enabling interactions with service users, carers, communities, professionals and organisations. The following assignment discusses how social workers communicate with a variety of individuals, how this can positively or negatively affects individuals and legislation which affects communication. The assignment will also look at barriers which affect communication and how this can affect individuals, the role self-awareness has ensuring social workers have an understanding of themselves and the effects of personal and professional values on communication. Finally the assignment will look at skills required for effective communication and ways in which these enable empowerment of individuals. Barker (2003) defines communication as ‘the verbal and nonverbal exchange of information, including all ways in which knowledge is transmitted and received.’ (Cited in Trevithick 2005: 116). Everyone communicates something, social workers need to understand how to and how people communicate enabling relationships, gaining understanding of personal circumstances and experiences through carrying out assessments, writing reports, access resources to address need e.g. multi-agency collaboration. If individuals experience a negative communication the individual may become suspicions, doubt and mistrust the social worker leading to a loss of belief in the possibility of change, however positive experiences can result in individual’s being left with a feeling of hope. (Trevithick 2005). When communicating social workers require knowledge of legislation regarding the transfer of information, the Data Protection Act (1988) controls how individual’s personal information is used by organisations and government, who are required to follow a set of ‘data protection principles’ including ‘information used fairly and lawfully’ (www.gov.uk). The Wales Accord on the Sharing of Personal Information (WASPI) framework provides protocols and agreements enabling effective collaborative working throughout organisations, enabling barriers to be overcome for ‘sharing information legally, safely and effectively’, while still ensuring the safeguarding individuals. (wales.gov.uk) some individuals experience barriers which disenable communication, individuals with learning disabilities or specific communication issues including hearing loss or visual impairment experience social issues such as being ignored, treated as stupid, shouted at or people losing patients if they require more time, resulting in individuals being excluded from communication interactions leaving people isolated from society (Cree and Myers 2010). Thompson (2007) suggests age as a barrier stating Children and young people can be seen as unable to ‘legitimately participate in decision making’ being on the ‘periphery of what are seen as adult matters’, some older individuals state they feel the same as becoming ‘elderly’ they are no longer adults having a valid point. An individual’s language is not just a means of communication it is part of their culture and identity, being able to use a preferred language can impact on professional relationships. Some people feel languages such as English are more important than others, however for Individuals with Welsh as their first language are unable to express need clearly in English due to the issue being discussed or lack of confidence, resulting in a need to swap from English to Welsh, being unable to may leave individuals feeling disempowered and oppressed as needs are not identified. Welsh Language Act became law in 1993 ensuring Welsh became equal to English enabling individuals to access services in Welsh (Davies 2011). This also impact individuals from ethnic minorities whose first language is not English. To enable effective communication social workers need to become aware of how they interact and communicate with individuals. Burnard (1992) defines self-awareness as ‘the process of getting to know your feelings, attitudes and values [and] learning about the effect you have on others’ (Cited in Thompson 2002: p3). Thompson (2002) suggests self-awareness is gained by understanding own strengths and weaknesses in different situations, recognising any prejudice and accept diversities within individuals enabling confidence in own practice. If self-awareness is not acknowledged there is a risk of creating barriers between themselves and individuals by concentrating on their issues not the issues presented by the individual e.g. traveller communities may require a female social worker to request permission from a senior male to work within their community, the social work may not agree with this but they need to understand the cultural requirements to enable engagement. Thompson (2009) suggests personal values develop from ‘upbringing, experiences and learning’, impacting attitudes, practice and ability to empower individuals. These values impact us with or without our knowledge and influence every decision social workers makes. Warren (2007) suggests social workers need awareness of own value base for two reason, firstly for awareness of ‘manipulation and control’ which may disenable social workers to fully empower service users. Secondly to enable social workers to identify conflicts which may arise between their and the service users values, such as social workers valuing a good work ethic and the service user not working claiming benefits. Service users and carers also have individual values which impact on how they engage with the social worker. Professional values are core values within codes of practice and organisations grounded in anti-oppressive practice. The care council for Wales has a set of 6 core values which impact the practice of social workers and employers including ‘strive to establish and maintain the trust and confidence of service users and carers’, social workers need to use good verbal skills such as interviewing skills to enable this (Care Council for Wales 2011) . Biestek (1961) suggests seven traditional social work values which can be reflected in how social workers communicate with individuals. Four of the suggested values link directly to social work engagement with individuals to ensure ensuring a ‘non-judgmental attitude’ which does not including professional judgements which are made by social workers, while showing the individual ‘respect’ and ‘acceptance’ of individual’s strengths and weaknesses as an individual. Social workers need to react appropriately in a sensitive and supportive way understanding the uniqueness of individual and their feelings about situations, acknowledging individuals have knowledge and experience of need, if social workers fail to acknowledge this they are at risk of treating everyone the same and not meeting the individual need. Two values relate to individuals ensuring ‘Client self-determination’ and ‘Purposeful expression of feelings’ by encouraging individuals to discuss and express their feelings openly, enabling partnership working and individuals making decisions about their lives. The final value ‘Confidentiality’ enables the individual to discuss sensitive and personal issues in a confidential environment recognising confidentiality to the organisation not the individual, which social workers need to make service user and carer aware of in the initial meeting as this may impact on relationships making individuals feel deceived if they are no t informed. (Cited in Thompson 2009: 127) Society also portrays values which are reflected in political policy and implemented in legislation, such as how individuals act within society, if individuals do not comply with societies norms they could be arrested, taken to court and issued an ASBO, however there are some values held by certain sections of society which cause the oppression of certain members of society such as people who claim benefits seen as work shy. (Warren 2007) Thompson (2007) states social workers need to understand communication can oppress individuals, to ensure communication is anti-oppressive and empowering social workers need to ensure they use appropriate communication skills to enable individuals to give their views through involvement in planning, developing and evaluating services resulting in a positive impact on individuals who engage and highlight any barriers which include issues of discrimination and oppression. Communication skills required depend on the situation and individual e.g. using basic language for a child or adults with learning disabilities would differ to giving evidence in court where more professional language is required (Trevithick 2005). Social workers need an awareness of words including gestures, meanings and understanding which may accompany them. The words a social worker uses can create relationships with individuals, but if the wrong words are chosen it can also have a negative impact on the individua l, such as using large complex words with individuals could cause feelings of inadequacy and reduce engagement. Good communication involves the use of tone, timing, body language and choice of words which convey information and meaning to what needs to be communicated. Without clarity of purpose and language to describe what is being done social workers are not able to see clearly what individuals’ needs are and if interventions are working. Thompson (2002) states verbal communication can be separated in to two different areas which are what is said and what is heard. Social workers need to be aware of the speed a conversation is conducted, if they speak to fast it can appear they are feeling angry or anxious which the individual may reflect, it can also be hard to follow especially if the person has a hearing impairment or they are not speaking their first language. However if the social worker speaks to slowly it can portray the social worker is unmotivated, very cautious o r defensive. Hanley (2009) states having good communication skills is central to empowering and anti-oppressive practice. Social workers need to ask a wide range of questions as part of interviews which have a wide range of functions including stimulating self-reflection and returning individuals to their knowledge base where self-determination and empowerment can be located. Open questions enable service users to express their thoughts and feelings in their own words, in their own time, this type of questioning forms a major part of an initial interview, however some individuals feel intimidated by this type of questions and might guess the answers. Closed questions are usually answered by yes, no or short answers such as name or age, this sort of question is good for fact finding, where time is limited and keeping the individual focussed. However this type of questioning can lead the service user away from what they perceive as the main issues leading to frustration (Trevithick 2005). Thompson (2002) states empowering interviews are built on strengths to overcome weaknesses or turn weaknesses into str engths. Appropriate interviewing can make an important contribution to empowerment however inappropriate interviewing can cause great harm. Good listening skills are required in a variety of situations such as carrying out assessments, requiring the social worker not only listen to what someone says but how it is said, when they say it and if certain themes occur. Social workers need to create an environment free from distractions to enable the social worker to listen appropriately. Trevithick (2005) states social workers need to be able to listen to what is not being said which is referred to as a ‘third ear’, being aware of the wider social and cultural context of the individual. By adopting a non-selective approach to listening the intention is to minimise the social workers bias and stereotypical assumptions and follows the lead of the individual to create an opportunity for change. Non-verbal communication accounts for two thirds of meaningful communication, there can be miscommunication between messages sent and what has been received. Egan (1982) suggests the mnemonic ‘SOLER (Straight position, Open body, Leaning, Eye contact, Relaxed) as a model for non-verbal communication through body language (cited in Hanley 2009:177). The body language of a social worker in relation to what is being said can be confusing if they do not convey the same message e.g. sitting slumped in a chair, avoiding eye contact while carrying out and assessment of need can be perceived as disinterest (Hanley 2009). Trevithick (2005) suggests observational skills are important in understanding non-verbal interactions, enabling social workers to gain understanding of a situation. Observation skills can be used as a general or specific part of an intervention to gain an understanding of the environment as well as the individual. Koprowska (2005) states by using silence this can give people the opportunity to speak, but the social worker needs to appear to show interest in the individual to encourage them to fill the silence. Lishman (1994) states symbolic communication is important to practice, being ‘punctual, reliability and attention to detail can show the social workers ‘care, concern and competence’ which can make the individual feel they are important. (cited in Trevithick 2005) The way a social worker dresses can also reflect something about the social worker and have a lot of influence on individuals depending on their age, culture and social standing. Returning phone calls can communicate a lot and can start or stop creating a working relationship. Fanon (1967) states ‘Language is a central aspect of discourse through which power is reproduced and communicated’ (cited in Thompson 2007:5). Social workers have power through decision making and statutory powers, through using effective communication skills, knowledge of value bases and legislation social workers empower individuals to gain equivalent power where appropriate. Social workers collaboratively work with individuals through sharing information, opinions and asking questions based on information and ideas of the individuals to ensure engagement is positive ensuring goals set are specific and achievable, empowering individuals to make positive changes within their lives. References Adams, R., Payne, M., Dominelli, L., (eds) (2009) Social Work themes, issues and critical debates, third edition. Hampshire: Palgrave Macmillan Care Council for Wales (2011) Code of Practice for Social Care workers and Employers of Social Care Workers. Cardiff. Care Council for Wales. Cree, V. and Myers, S. (2008) Social Work: making a difference. Bristol: Policy Press Gov.uk, Data Protection. Available from www.gov.uk [accessed on 01/02/15] Koprowska, J. (2005) Communication and Interpersonal skills in Social Work. Exeter: Learning matters Ltd. Thompson, N. (2002) People Skills. Basingstoke: Palgrave Thompson, N. (2007) Power and Empowerment. Dorset: Russell House Publishing Ltd. Thompson, N. (2009) Understanding Social Work, third edition. Hampshire: Palgrave macmillan Trevithick, P. (2005) social work skills: a practice handbook. United Kingdom: Open University Press Welsh Government, Wales Accord on the Sharing of Personal Information (WASPI). Available from wales.gov.uk [accessed on 13/02/15] Warren, J. (2007) Service User and Carer Participation in Social Work. United Kingdom: Learning Matters Ltd Williams, C. (eds) (2011) Social Policy for Social Welfare Practice in a Devolved Wales. United Kingdom: British Association of Social Workers