Legitimacy Theory Essay

â€Å"Legitimacy is a generalized perception or assumption that the actions of an entity are desirable, proper, or appropriate within some socially constructed system of norms, values, beliefs, and definitions† (Suchman, 1995, p. 574, emphasis in original) Legitimacy theory has become one of the most cited theories within the social and environmental accounting area. Yet there remains deep scepticism amongst many researchers that it offers any real insight into the voluntary disclosures of corporations. This brief paper outlines responses to two specific concerns identified in the literature. It will eventually form part of a much larger project addressing a range of issues associated with legitimacy theory. First, the paper brings some of the more recent developments in the management and ethical literature on legitimacy and corporations to the accounting table. Second, there are contributions to the theory that have already been made by accounting researchers that are yet to be fully recognised. The author believes that legitimacy theory does offer a powerful mechanism for understanding voluntary social and environmental disclosures made by corporations, and that this understanding would provide a vehicle for engaging in critical public debate. The problem for legitimacy theory in contributing to our understanding of accounting disclosure specifically, and as a theory in general, is that the term has on occasion been used fairly loosely. This is not a problem of the theory itself, and the observation could be equally applied to a range of theories in a range of disciplines (see for example Caudill (1997) on the abuse of Evolutionary Theory). Failure to adequately specify the theory has been identified by Suchman (1995, p. 572, emphasis in original), who observed that â€Å"Many researchers employ the term legitimacy, but few define it†. Hybels (1995, p. 241) comments that â€Å"As the tradesmen [sic] of social science have groped to build elaborate theoretical structures with which to shelter their careers and  disciplines, legitimation has been a blind man’s hammer.† This paper begins to address these issues. Not One Theory but Two (at least) An important issue which needs to be acknowledged is that there are in fact two major classes of legitimacy theory. These are graphically presented in Figure 1 below. The ‘macro-theory’ of legitimation, known as Institutional Legitimacy Theory, deals with how organisational structures as a whole (capitalism for example, or government) have gained acceptance from society at large. â€Å"Within this tradition, legitimacy and institutionalization are virtually synonymous. Both phenomena empower organizations primarily by making them seem natural and meaningful† (Suchman, 1995, p. 576, emphasis in original). In terms of accounting research, given the time frames involved and questions generally being considered, the current business environment, including the capitalist structure, democratic government, etc. are generally taken as a given, a static context within which the research is situated. This assumption would, however, need to be carefully considered for a longitudinal study of any significant length. Figure 1: Layers of Legitimacy Theory INSTITUTIONAL LEVEL GOVERNMENT RELIGION SOCIETY CAPITALISM ORGANISATIONAL LEVEL (IN THIS CASE: COMPANY LTD BY SHARE) Establishment Defence Extension Maintenance From the Moral to the Measurable One layer down from the Institutional Level is what in Figure 1 is called the â€Å"Organisational Level† (sometimes referred to as Strategic Legitimacy Theory). â€Å"Underlying organizational legitimacy is a process, legitimation, by which an organization seeks approval (or avoidance of sanction) from groups in society† (Kaplan and Ruland, 1991, p. 370). It is from this level  that most accounting research tends to draw its understanding of legitimacy. Mathews (1993, p. 350) provides a good definition of legitimacy at this level: Organisations seek to establish congruence between the social values associated with or implied by their activities and the norms of acceptable behaviour in the larger social system in which they are a part. In so far as these two value systems are congruent we can speak of organisational legitimacy. When an actual or potential disparity exists between the two value systems there will exist a threat to organisational legitimacy. At its simplest, within the Organisational view â€Å"legitimacy [is] an operational resource †¦ that organizations extract – often competitively – from their cultural environments and that they employ in pursuit of their goals† (Suchman, 1995, p. 575 6, emphasis in original). Legitimacy, just like money, is a resource a business requires in order to operate. Certain actions and events increase that legitimacy, and others decrease it. Low legitimacy will have particularly dire consequences for an organisation, which could ultimately lead to the forfeiture of their right to operate. Although we can describe a firm as being legitimate, and conceive of ‘amounts’ of legitimacy, it becomes a very subjective exercise to try and directly measure legitimacy. Although it has concrete consequences, legitimacy itself is an abstract concept, given reality by multiple actors in the social environment. For a researcher to try and directly establish, or even rank, the legitimacy of various organisations would seem to be a necessarily subjective undertaking, preferencing the researcher’s own views. As Hybels (1995, p. 243) argues, â€Å"I reject this view because it is based on a conflation of the roles of observer and participant in social science†. As an alternative, rather than trying to subjectively measure a firm’s legitimacy directly it can instead be inferred from the fact that being legitimate â€Å"enables organizations to attract resources necessary for survival (e.g., scarce materials, patronage, political approval)† (Hearit, 1995, p. 2). Hybels (1995, p. 243) develops this in some detail: Legitimacy often has been conceptualized as simply one of many resources that organizations must obtain from their environments. But rather than viewing legitimacy as something that is exchanged among institutions, legitimacy is better conceived as both part of the context for exchange and  a by-product of exchange. Legitimacy itself has no material form. It exists only as a symbolic representation of the collective evaluation of an institution, as evidenced to both observers and participants perhaps most convincingly by the flow of resources. †¦ resources must have symbolic import to function as value in social exchange. But legitimacy is a higher-order representation of that symbolism – a representation of representations. Hybels (1995, p. 243) argues that good models in legitimacy theory must examine the relevant stakeholders, and how â€Å"Each influences the flow of resources crucial to the organizations’ establishment, growth, and survival, either through direct control or by the communication of good will†. He identifies (p. 244) four critical organisational stakeholders, each of which control a number of resources. These are summarised in Table 1 below. Table 1: Critical Organisational Stakeholder STAKEHOLDER RESOURCES CONTROLLED Contracts, grants, legislation, regulation, tax (Note that the (1) The state last three of these could be either a ‘negative’ or ‘positive’ depending on the implementation) (2) The public (3) The financial community (4) The media Few ‘direct resources’; however, can substantially influence the decisions of stakeholders (2) & (3) (if not (1)) Patronage (as customer), support (as community interest), labour Investment The last of these has received considerable attention. The power of the media has been noted by a number of researchers, including Patten (2002, p. 153), who states â€Å"that while increased media attention can certainly lead to the potential for increased pressures from any of the three sources [dissatisfaction of public; new or proposed political action; increased regulatory oversight], increases in pressure can  also arise, particularly with respect to regulatory oversight.† See also Deegan et al. (2000, 2002). Companies try to manage their legitimacy because it â€Å"helps to ensure the continued inflow of capital, labour and customers necessary for viability†¦ It also forestalls regulatory activities by the state that might occur in the absence of legitimacy†¦ and pre-empts product boycotts or other disruptive actions by external parties†¦ By mitigating these potential problems, organizational legitimacy provides managers with a degree of autonomy to decide how and where business will be conducted† (Neu  et al., 1998, p. 265). Researchers need to move away from trying to directly assess legitimacy, and instead focus on measuring it in terms of the resources relevant stakeholders provide. â€Å"Rather than engage in the further development of entirely abstract constructions of the legitimation process†¦ researchers should investigate the flow of resources from organizational constituencies as well as the pattern and content of communications† (Hybels, 1995, p. 244). But Wait†¦ There’s More As shown in Figure 1 Organisational Legitimacy Theory suggests that a firm may be in one of four phases with regard to its legitimacy. These phases are outlined below, some examples of industries/firms that might be considered to be operating in each of these phases are included (further research needs to be undertaken in this area). Establishing Legitimacy. (E.g. Stem Cell based bio-tech). This first phase represents the early stages of a firm’s development and tends to revolve around issues of competence, particularly financial, but the organisation must be aware of â€Å"socially constructed standards of quality and desirability as well as perform in accordance with accepted standards of professionalism† (Hearit, 1995, p. 2). Maintaining Legitimacy. (The majority of organisations). This is the phase that most firms would generally expect to be operating in, where their â€Å"activities include: (1) ongoing role performance and symbolic assurances that all is well, and (2) attempts to anticipate and prevent or forestall potential challenges to legitimacy† (Ashford and Gibbs, 1990, p. 183). However the maintenance of legitimacy is not as easy as it may at first appear. Legitimacy is a dynamic construct. â€Å"Community expectations are not considered static, but rather, change across time thereby requiring organisations to be responsive to the environment in which they operate. An organisation could, accepting this view, lose its legitimacy even if it has not changed its activities from activities which were previously deemed acceptable (legitimate)† (Deegan et al., 2002, p. 319 – 20). Extending Legitimacy. (E.g. Alternative Health Providers). There may come a point where an organisation enters new markets or changes the way it relates to its current market. This can give rise to a need to extend  legitimacy which is â€Å"apt to be intense and proactive as management attempts to win the confidence and support of wary potential constituents† (Ashford and Gibbs, 1990, p. 180). Defending Legitimacy. (E.g. Uranium Mining). Legitimacy may be threatened by an incident (internal or external), and therefore require defence. â€Å"Legitimation activities tend to be intense and reactive as management attempts to counter the threat† (Ashford and Gibbs, 1990, p. 183). Even barring a major incident it is likely in the Western Capitalist system that almost every corporation will regularly need to defend its legitimacy, by the mere fact that â€Å"corporations must fulfil both a competence and community requirement to realize legitimacy†¦ Satisfaction of stockholder interests often occurs at the expense of community concerns (e.g., the despoiling of the environment, the use of labour) while, conversely, responsibility to the larger community often occurs at the expense of the stockholder† (Hearit, 1995, p. 3). It is this last phase that has tended to be the main focus of accounting researchers. It also provides us with the clearest opportunity to examine the crucial link between legitimacy and resources. Lindblom (1994), a key paper cited by many Social and Environmental Accounting researchers, also seems relevant specifically to this phase only. An example of work in this area is Deegan et al.’s (2000) study of five major incidents (including the Exxon Valdez oil spill and the Bhopal Disaster) which provided a context to examine the annual reports of related (in industrial terms) Australian firms to see if there had been a significant change in their social or environmental reporting. They concluded: The results of this study are consistent with legitimacy theory and show that companies do appear to change their disclosure policies around the time of major company and industry related social events. †¦ These results highlight the strategic nature of voluntary social disclosures and are consistent with a view that management considers that annual report social disclosures are a useful device to reduce the effects upon a corporation of events that are perceived to be unfavourable to a corporation’s image (Deegan et al., 2000, p. 127). The Diagnosis Needs Refinement This is where the traditional legitimacy model stops. However my own  research, into the tobacco industry, Tilling (2004), and that of other researchers, including experimental research undertaken by O’Donovan (2002), suggest a further development of the Organisational Legitimacy Level, as depicted in Figure 2 below. Added to the model is the possibility that a firm may not successfully (or may be unable to) defend the threat to its legitimacy and actually start to lose legitimacy. Figure 2: Refinement of the Organisational Level of Legitimacy Theory Establishment Loss Defence Disestablishment Extension Maintenance In this model the defence phase is usually entered by an organisation after some form of one-off ‘incident’ or ‘accident’ which threatens its legitimacy. This phase could be characterised as being ‘acute’, it can be serious, some times even fatal, but usually, with proper management, the organisation can maintain, or at least recover, its legitimacy. However should there be an ongoing series of events, indicative of a systemic issue, e.g. the nuclear power industry, or a single event with permanent consequences which cannot be effectively managed, e.g. realisation that the organisation’s product is not safe such as the tobacco industry, an organisation is likely to have its legitimacy eroded over a period of time (the ‘loss’ phase), which can be characterised as ‘chronic’. The issue can be difficult to manage, and generally leads to declining legitimacy, however the loss may be managed and slowed over a long period of time, or significant change could lead to reestablishment of legitimacy. The ‘loss’ phase is most likely to be preceded by sustained media and NGO scrutiny, and accompanied by increasing government regulation, monitoring and possibly taxation. Within this phase there are likely to be periods where the company will increase its voluntary social and environmental disclosure in an effort to meet specific threats (such as to postpone or defeat proposed regulations) or to communicate systemic corporate change  (similar to the defence phase). However, with each new restriction average total disclosure can be expected to decrease. This idea is alluded to by O’Donovan (2002) who argues, based on experimental evidence, that the lower the perceived legitimacy of the organisation, the less likely it is to bother providing social and environmental disclosure. Watch This Space Legitimacy theory offers researchers, and the wider public, a way to critically unpack corporate disclosures. However the understanding and study of the theory must become more sophisticated, drawing on developments both within the accounting literature and beyond. Only then will the full potential of legitimacy theory for examining a wide range of disclosures be fully realised. Areas that would provide useful insights include at the moment the asbestos industry (as it goes through the disestablisment phase), brothels (as they become much more legitimate within the Australian context), and the forestry industry (as it tries to defend its legitimacy), to name but a few. The knowledge gained will then be used to provide better and more useful information to inform decision making by stakeholders. In this way society is empowered to have greater control and oversight over the way resources are allocated. References: Ashford, B. E. and B. W. Gibbs (1990) â€Å"The Double-Edge of Organizational Legitimation†, Organization Science, Vol. 1, No. 2, pp. 177 – 194. Caudill, E. (1997) Darwinian Myths: The Legends and Misuses of a Theory, Knoxville, University of Tennessee Press. Deegan, C., M. Rankin and J. Tobin (2002) â€Å"An Examination of the Corporate Social and Environmental Disclosures of BHP from 1983-1997: A Test of Legitimacy Theory†, Accounting, Auditing and Accountability Journal, Vol. 15, No. 3, pp. 312 – 343. Deegan, C., M. Rankin and P. Voght (2000) â€Å"Firms’ Disclosure Reactions to Major Social Incidents: Australian Evidence†, Accounting Forum, Vol. 24, No. 1, pp. 101 – 130. Hearit, K. M. (1995) â€Å"‘Mistakes Were Made’: Organizations, Apologia, and Crises of Social Legitimacy†, Communication Studies, Vol. 46, No. 1-2, pp. 1 – 17. Hybels, R. C. (1995) â€Å"On Legitimacy, Legitimation, and Organizations: A Critical Review and Integrative Theoretical Model†, Academy of Management  Journal, Special Issue: Best Papers Proceedings, 1995, pp. 241 – 245. Kaplan, S. E. and R. G. Ruland (1991) â€Å"Positive Theory, Rationality and Accounting Regulation†, Critical Perspectives on Accounting, Vol. 2, No. 4, pp. 361 374. Lindblom, C. K. (1994), â€Å"The Implications of Organizational Legitimacy for Corporate Social Performance and Disclosure†, Critical Perspectives on Accounting Conference, New York. Mathews, M. R. (1993) Socially Responsible Accounting, UK, Chapman & Hall. Neu, D., H. Warsame and K. Pedwell (1998) â€Å"Managing Public Impressions: Environmental Disclosures in Annual Reports†, Accounting, Organizations and Society, Vol. 23, No. 3, pp. 265 – 282. O’Donovan, G. (2002) â€Å"Environmental Disclosures in the Annual Report: Extending the Applicability and Predictive Power of Legitimacy Theory†, Accounting, Auditing and Accountability, Vol. 15, No. 3, pp. 344 – 371. Patten, D. M. (2002) â€Å"Media Exposure, Public Policy Pressure, and Environmental Disclosure: An Examination of the Impact of Tri Data Availability†, Accounting Forum, Vol. 26, No. 2, pp. 152 – 171. Suchman, M. C. (1995) â€Å"Managing Legitimacy: Strategic and Institutional Approaches†, Academy of Management Journal, Vol. 20, No. 3, pp. 571 610. Tilling, M. (2004), â€Å"Communication at the Edge: Voluntary Social and Environmental Reporting in the Annual Report of a Legitimacy Threatened Corporation†. APIRA Conference Proceedings, Singapore, July.

Examine The Ambiguity Of The Play S Conclusion Essay

When the audience does not receive a rounded story, and causality is being blurred the effect of a play can be unsettling, suggesting the presence of an unsolved situation. Although in the case of Death And The Maiden ambiguity is used in an unusual, opposite way where the created effect is best described by calmness and acquiescence. Does Paulina kill Roberto, or does she let him stay alive? Is Roberto really there in the theatre or is he just a fantasy? Leaving these questions open is very provocative. For the first sight the reader might feel intimidated, that the  foundations for any interpretation are removed, there are so few facts to start from. Because as he might discovered from the context before there is a symbolism, that one can associate characters with the people of post Pinochet Chile, or people of any country in a state of healing. But then how does this symbolism work? It does not say too much about the ways of reconciliation, and what is more that even if it does so it feels like an analytical dead end. Because it says that no matter in what ways you try to set yourself free of trauma, by revenge or by forgiveness the outcome will be the same, Roberto or his phantom  will always be there. This provocative nature of ambiguity forces the reader to look for new explanations. And where is the solution to be found if not in the book’s yet least understood part, in its title. What is death and the maiden for the reader? It can be the Schubert piece, or a motif that manifests itself in arts and literature from the medieval ages. But most importantly it is the motif for the universal presence of death. And suddenly all makes sense, Dorfman does not intend to intimidate the reader azzal, hogy azt mondja nincs megoldas a tramumaval valo megkuzdesre.

Discuss the View That Roles of Men and Women in the Family are Becoming More Equal

The aim of this essay is to attempt to come to a conclusion as to whether the gender roles within the modern-day family are equal, whether they are becoming more equal, and whether they shall ever be equal. In doing this, we shall have to study the views and opinions of many schools of thought, the results of different studies, and recognise and fully appreciate the arguments of different people and groups. The title question itself raises many debateable points, as it makes assumptions that ignore the diversity of the family. Firstly, and most obviously, the question assumes we shall only deal with heterosexually based families, not same-sex relationships. While same-sex families most definitely exist, they are a minority and do not really come into the issue of gender, therefore I shall ignore them for the course of this essay. Secondly, no two families are exactly the same. Families in different countries will no doubt have different attitudes on the subject of equality, and there will be noticeable differences across race, class and culture divisions, as well as between two different families with (superficially at least) a lot in common. This type of diversity would require its own set of studies and essays, and so for the sake of this essay I shall limit my studies to families from this country, and to statistical evidence; rather than individual families. There are many different views concerning the equality between men and women in the family. The traditional nuclear family as we consider it today would be a married man and woman with children, with the man going out to paid employment and the woman staying at home to do housework and look after the childrenWillmott and Young's views are similar to those of Postmodernists, a sociological school of thought that developed in the 1980s. Postmodernists believe that we live in a postmodern world, where differences in gender, race, class etc are now obsolete. As a result, they see gender roles in the family to be equal and egalitarian, and claim that any inequality or dissimilarity between gender roles in individual families is due to the choice of the members within the family. Many people have attacked Willmott and Young's study, claiming insignificant evidence and inaccurate methodology to back up their conclusions. Edgell's Middle Class Couples (1980) claims that while the division of housework is more equal than in the past, the vast majority of families are far from being egalitarian. Edgell also puts emphasis on the fact that the division power within the family also still seems unequal, with men making the majority of decisions for the family. Many feminists also claimed that the statistics show that men still do a disproportionately small amount of work at home. While some more liberal feminists believe we are on a steady path to gender equality within the family, many more hard-line and radical feminists argue that gender roles are far from equal. Ann Oakley's The Sociology of Housework (1974) and Housewife (1976) argue that modern women work a ‘double-shift', juggling full-time employment and housework. Oakley claims that â€Å"One occupation in particular, that of housewife, is exclusively feminine. In Britain, 76% of all employed women are housewives and so are 93% of non-employed women†¦Ã¢â‚¬  – Housewife (1976). She argues that while feminism has forced change in waged employment, social attitudes in the home remain the same. According to Oakley, men do very little in the home, with dishwashing being the only housework men do more than women. She also argues that men see doing housework as a favour to their wives, rather than a duty; and that childcare for most men is merely a spasmodic activity of recreation. Many other sociologists attack Oakley's views, accusing her of hypocrisy as she attacked Willmott and Young's methodology, while her own studies into housework completely ignore the more traditional male jobs, such as DIY, operating machinery, gardening, simple household repairs and so on. A. Warde's Domestic Divisions of Labour (1990) offers a more well rounded view: * Male Partner Female Partner Shared Plastering 32 4 2 Tidying Up 2 67 23 Cooking 4 77 17 Checking Car Oil 79 9 2 Bathing Children 22 44 33 It may also be important that the female-dominated jobs (Tidying up, Cooking, Bathing children) are much more often ‘shared' than the male-dominated ones (Checking Car Oil, Plastering) Burghes (1997) argues against Oakley's dismissal of male childcare, stating that more fathers are taking an active role in the emotional development and support of their children. Marxists argue that the traditional nuclear family was merely a way for the capitalist class to control and exploit the proletariat through ideology. Therefore, Marxist-Feminists believe in a ‘patriarchal ideology', in which girls are socialised into a male-led world to accept their role as housewives, and make marriage and family their main goal. In turn, this will benefit the capitalist society by keeping the status quo, and creating a new generation of similarly socialised male workers and female housewives. Marxist-Feminists believe this patriarchy occurs at all levels of society, from making girls wear skirts to advertising dolls on television, and that to truly achieve gender equality we must dispense with socialising our children into gender roles. People often dismiss this view, claiming that gaining equality should not mean compromising identity, and many other feminists believe that retaining their femininity is as important a part of the struggle for equality as gaining equal rights. The New Right believe that the nuclear family is the ideal family structure, and that Britain went through a ‘Golden Age' during the 1950s. Since then, they claim that feminism and equal rights have caused women to demand jobs, and thus be absent from home. As a result, the New Right argue that this puts stress on the nuclear family, often tearing it apart, and that absent parents cause deviance and social problems amongst their children. They claim that this has caused a decline in the family, and an increase in what they consider social problems (egg divorce, single-parent families). They believe that the current equal rights movement is wrong, and that people should return to the traditional nuclear family, which gives everyone an equal but separate, individual role. These views are similar to those of functionalists. Functionalists also believe that the nuclear family is the perfect and desired family type, as each member is supported within the family unit, and each person agrees on their role within the family to keep it working. Robin Fox (1969) argued that roles in the family were based on biological rules, while Talcott Parsons (1955) took a similar view, claiming that naturally women are best at ‘expressive' roles, such as caring, empathising and socialising, while men are best at ‘instrumental' roles, such as working for money. Therefore, functionalists believe that biological factors determine gender roles within the family, and the traditional roles within the nuclear family are the perfect representation of these roles. What is more, functionalist claim there is a consensus within the family, whereby all members of the family agree to these roles. These functionalist and new right views are viciously attacked by Marxists, feminists and postmodernists, all of whom agree that gender roles are culturally, not biologically, determined. Marxist-feminists claim that the consensus is an illusion, as women only accept their roles in the traditional family as they have been socialised to do so by patriarchal ideologies. All feminists also disagree with the New Right idea of the ‘perfect' nuclear family and the ‘Golden Age', claiming that all these things did were control and manipulate women, and that roles within such families were never equal. As this essay has shown us, views on gender roles in the family are fiercely contested, and opinions differ drastically. Functionalists and the New Right insist that gender roles in the family are biologically intended to be different, and were most equal in the traditional, nuclear family. Postmodernists and followers of Willmott and Young claim we have moved into an era of egalitarianism, where gender roles are shared and equal. Feminists argue that while there has been a small amount of progress, gender roles are far from equal, and females still have a much worse ‘deal' than males. I have attempted to fully understand all these points of view, and come to a fair conclusion. In truth, it seems to me that the real nature of gender roles within the family is somewhere between all these points of view. I believe that as we currently stand, gender roles are equal, but not egalitarian. More males share more of the housework and childcare than ever, while more females are pursuing careers and learning what were traditionally ‘male' skills (eg DIY, repair, vehicle maintenance etc). People tend to still do jobs that were traditionally considered ‘right' for their sex, and there are most definitely still differences between the genders, but these boundaries are being pushed every day, and more and more families are sharing more jobs and decisions. I think we must remember that social attitudes take more time to change than social actions, and we must recognise that change is occurring. Since the 1970s, when Ann Oakley wrote her books on housework, we have seen the rise of the ‘new man' and ‘house-husbands'. Meanwhile, more and more women are proving Fox's and Parsons' theories of biologically determined roles to be wrong. Not all families will follow the statistics; there will always be a few male-dominated households, just as there are now ‘role-reversal' families. And families will always differ slightly from each other. But within a few generations, I believe that Willmott and Young's vision of an egalitarian family will become our view of the majority of families, as we're halfway there already.

Creative Essay Example | Topics and Well Written Essays - 250 words

Creative - Essay Example The python represents the rich, the sheep represents the poor while the herder symbolizes the society in general. The artwork, which is widely symbolic, shows that the current society is dominated by the rich who use all means to oppress and control the poor. This is proven by the modern capitalism that supports the wealthy to become richer but fails to offer a solution to the poor whose standards of living keeps on deteriorating. The inaction by the society towards the ever increasing atrocities against the poor is represented by the herder who watches the python swallowing the sheep, but he fails to take any action although it is a his responsibility to save the sheep. For many years, the society has been silent about the increasing levels of poverty which has resulted in social, economic and political problems facing the modern world. The aim of this work, which is highly symbolic, is to stir critical thinking in the society about the need to have an equitable society. The audience is the general society who plays an active role in policy making by electing responsible representatives to articulate their interests and the policy makers who are responsible for making laws and developing policies that affect the lives of

Film Report Movie Review Example | Topics and Well Written Essays - 1000 words - 5

Film Report - Movie Review Example As the movie progresses, he encounters different people who will aid in uncovering the core theme of the movie that running is an act of courage and strength. The movie explains that the act of running away from something or someone cannot be totally attributed to cowardice. Often times, running, as depicted in the film, is a person’s ability to move towards the future and to his or her dreams and destiny. The theme was first seen when forest, with braces on his legs, was able to run away from the bullies. The theme was emphasized with the help of Gump’s leg braces that broke apart as he ran fast away from the bullies. 2) What were the choices made by the main characters and what were the consequences of those choices? Forrest Gump’s choice to sit beside Jenny on the first day of school is considered as the start of the whole story. After which, when Gump listened to Jenny when she told him to run away from the bullies was the first decision Gump made that allowe d the core theme of the story to unfold. Also, the time Gump befriended and believed on Jenny became his soul aspiration to learn his destiny. As Gump decided to go to the war in Vietnam, he also made a decision to save his fellow soldiers. This decision brought him to fame, but Lieutenant Dan hated him for saving his life. As the story unfolds, Gump and Lieutenant Dan became good friends and successfully established their shrimp business. Meanwhile, Jenny slowly ruined her life as she started to get on drugs and dated different men. Nonetheless, she decided to go home to Gump, and this had brought joy to Gump. However, Jenny left him again, which caused Gump to run across the country for three years. When Jenny heard of him, she decided to write him a letter, and the two got back together and married, along with their son Gump. 3) What three or four sequences are most important in the film? Why? The first important scene in the movie was when Forrest Gump sat beside Jenny on the sc hool bus on their first day to school. This scene is the outset of the story of the life of Gump. It is also considered as an important event because, after this event, Jenny will play the most important inspiration to the life of Forrest Gump. The second vital scene was when Gump decides to join the war in Vietnam where he becomes friends with Benjamin Buford â€Å"Bubba† Blue from whom he learns the shrimping business. This was also the time when he meets Lieutenant Dan and become business partners, and also whom he considers as his best friend. The third essential scene in the movie is the time Jenny comes home to Gump, and this will be the time when Jenny becomes impregnated by Gump, but she leaves him. Lastly, the most crucial part of the movie was when Jenny acknowledges that Gump is the father of his son and the two of them got married. 4) Did the ?lm surprise you with anything unusual in its story, style, technique, or implications? The thing that struck me the most w as the tolerance of Forrest Gump in waiting for Jenny to come home to him. He never looked at or wanted any other woman aside from Jenny, which is very much unusual in a typical movie. Also, the manner the story unfolds which is presented in a first person was a unique style and added more drama to the movie. It allows the movie to be more dramatic and realistic as Gump tells his story to other people while waiting for the bus. Also, along the narration of Gump, it is inevitable to acknowledge the presence of many

Accountability of Police Essay Example | Topics and Well Written Essays - 1500 words

Accountability of Police - Essay Example Police is the government department that guarantees through the use of force if needed, the peaceful and lawful existence of the citizens of the country. Since this department can use force to get its way through, this gets misused at many an occasion resulting in a large scale anti police sentiments. The responsibility of the police force is clearly spelt out in the law (HMSO, nd) when the force was created. This law has been undergoing rapid changes with the change in the way people worked and the level of civil and human rights that was envisaged for the people. With more relaxation in public laws and increase in the human rights consciousness, it is important for the police force also to modernize (Leigh, A., Mundy, G. and Tuffin, R. 1999). They need to change their perception in line with the needs of the civil society.Police Accountability has increased over a period of time along with the increase in civil rights movements and human rights activism. Police was and continues to be subservient to Judiciary in most of the countries. However, there are specific on site decisions that the police could take not withstanding any directions from the court. For instance, during a riot or arson, police can take a balanced decision to ensure that the peace and the property of law abiding citizens of the country are not damaged and the public property is not ransacked. However, the onus of proving that such an action was needed in order to maintain peace becomes the responsibility of the police. Such similar acts of the police mark their accountability to the public and are answerable in a court of law. It is therefore, important for the police to realise this specific feature set in law. Whether it is shooting down an 'unknown' terrorist on the tube who turns out to be an innocent migrant or when a black woman is arrested after a long drawn midnight struggle when she is repeatedly hit by three or four strong policemen, the accountability of the police come into foc us. Without reference to any race or sex, police are accountable for their actions like any other person in the country. Brixton Riots and Lord Scarman Report Brixton Riots left a long scar on the police and the administration in general. As the Scarman report pointed out, the 'complex, social and economic factors' created the violent protest that burnt the area. This was more a fight against the police, mostly, rather than the other agencies of the government. Scarman report further went ahead to say that there was a clear racial discrimination. There was a loss of confidence in the police force and in their methods of policing. There was a strong dislike among the black population for discriminatory tendencies in the police force. The report suggests that if there had been more of ethnic minorities in the police force such discriminatory tendencies would not have arisen. The accountability of the police in such an incident was pretty limited. Internal and External Discipline The police force is expected to be disciplined both internally and externally. In cases like that of the Brixton Riots where a continuous and ongoing lack of confidence in Police comes out in the form of riots, Police could not build the friendship that is required. The racial orientation of the police in Britain has long been under question. Therefore, it is only right that the police discipline themselves internally and then ensure that there is an external discipline as well. The racial prejudices that the police carry with them are inbuilt and have long significance. This cannot be offset within a matter of years or even centuries. And to set right this

Ethics and Professional Code of Conduct Essay Example | Topics and Well Written Essays - 500 words

Ethics and Professional Code of Conduct - Essay Example Integrity ensures that such persons respect the citizens’ constitutional rights, liberty and adhere to the values of justice and fairness in their duties to the citizens (Gaines & Kappeler, 2011, p 345). In this case, the professional is capable of ensuring fairness in his or her duties and refraining from unjust use of authority. Secondly, ethics and integrity ensures that police chief exercises reasonable courtesy while interacting with the public. In this case, the police chief or county sheriff is able to refrain from mocking, embarrassing, ridiculing or humiliating subordinates or fellow officers in order to incite them to violence. Thirdly, ethics and integrity will enable such professionals to observe confidentiality of information that is available to them in their capacity as senior law enforcement officers (Gaines & Kappeler , p 343). The officers should not willfully violate any legal restrictions that restrict the dissemination of the private information and should not disclose information that may endanger the life of a complaint or victim to a crime. There is a clear difference between ethics, morality and law as pertains to the duties of law enforcement officers. Ethics are external standards that are set by the law enforcement profession and are regarded as the social system or framework that should offer the acceptable behavior in the execution of duties of the law enforcement officer (Hess & Orthmann, 2011, p189). Morality refers to the law enforcement officer’s own principles regarding what is right or wrong. Morality is internal as it reflects the habits, beliefs, culture, and religion of an individual while ethics are external since they are set by the profession. Morality is guided by the existing cultural norms while the ethics are guided by the legal and professional guidelines. Dutelle (2011) asserts that the morals are

Marketing Research Essay Example | Topics and Well Written Essays - 500 words - 2

Marketing Research - Essay Example Consumer psychology being used as a factor to charge a high price is a strategy known as premium pricing. It might be assumed that this kind of strategy would be used to skim the market and take as much profits as possible and finally will have to be abandoned. This hypothesis is, however, incorrect to assume. As Smith (1997) alludes, premium pricing strategy might not simply aim to skim the market rather to maintain a high priced brand value without straining the consumer to an extent leveled with the skimming strategy. If the company prices its wines at a price much higher than the actual cost, but keeps it within affordable limits of the targeted market segment, the product is likely to establish a significant brand value. Brand value, however, is dependant on the kind of advertisement that has been done and the branding cost to establish the product while pricing itself is an independent variable as the actual costs of the product are not a deciding factor. Brand value in the example research were measured by mere exhibition of cost to the sampling participants. The assumption of a better reputation and taste based on the cost confirms the premium pricing method for the product to be an effective technique that utilized the expectation of the participants from a high priced wine to be better in taste as per Emmerich’s (2005) research. Other variables, as Emmerich (2005) states, that could affect the results of such a strategy include competitive forces; competitors will have the advantage to sell their products at lower prices and continuously challenge the price of the product. Researches could have measured comparison with competitive brands as an additional variable. An experiment to test this will require each participant to test and sample the wine qualitatively only knowing the tagged prices and not the actual prices. The given example employed a simple random sample of 20 participants, in a

Local community improvement proposal Essay Example | Topics and Well Written Essays - 750 words

Local community improvement proposal - Essay Example People have different views to improve the local community, but all of these views must be in accordance to the need of the community in order to achieve some improvement to the community. In this proposal will outline key factors will better the development of a local area. Factors that will improve the development of a local area Improvement of security in the local area One needs to know that environment upon which a person live plays a prominent role in determine the development of a local community; it may be in terms of security or safety. An environment that is of security yields a good platform upon which development can take place. When there is peace within a society, citizens become confident to invest in the area hence bringing services and good at the door step. Therefore, it is necessary to establish proper security in a local area to enable investors to have the courage to invest in a local area. In addition, studies reveals that a secured area develops at a faster rat e compared to areas with less security; where secured environment offers a rich environment upon one can build talents; enables one to set their future. Hence security plays a prominent role in setting platform for development to take place (Dickens Ronald 16). Improvement of communication in the local area. There should exist a good communication among the citizens; agreement in terms of communication of ideas determines the development of an area. With reliable communication, one can be able to get new ideas about different business opportunity or improve his thinking about certain business issues. Good communication will always provide citizen of a local area with a variety of information upon which they can pick new ideas (Campfen 17). Increase employment opportunity in the local area Employment plays a prominent role in improving the local community; with employment, one will be able to earn money which can be used to purchase facilities to improve the community. Studies reveal that seventy percent of successful communities in the world are those of employed people. Therefore, employment of local citizens is a channel to development of a community. In addition, employment encourages the establishment in relation to specialization; employment provides an individual with experience which can attribute to improvement. Thurs, to improve local community, it is necessary to provide the community with employment. This will ensure the is income to put in investments and also nurtures one’s with experiences upon which development of the community can take place at a faster rate. To put more emphasis on the same, studies reveal the employment is a key factor for improvement of the community; about sixty three percentage of development of an area occurs due to employment (Swanepoel & Frik 187). Improvement of infrastructures Infrastructures such as roads networks and communication needs to be improved order to linkage between the local community and the entir e country at large. Well established road networks can improve the development of local area in essence that it increases the links of a local area and key towns. Business owners in the local area will need to transport goods and services, with well established roads network a business owner can be able to bring good and service to the local area with ease. Thurs, to improve a local community, one needs to improve the infrastructure that links the local community and the rest community (Dickens Ronald 22).. Ensure proper distribution of resources in the location Distribution of resources in a local area determines it improvement; poor allocation of resources distribution will determine the access to the recourse in a local; this implies when a resource is distributed well. The community can easily

Measuring Customer Satisfaction at ImageStream Essay Example for Free

Measuring Customer Satisfaction at ImageStream Essay ImageStream Internet Solutions, Inc. is a privately held company in its 9th year of operation. ImageStream engineers, manufactures, and distributes Linux-based routing products for network and Internet applications. ImageStream products are used by Internet service providers (ISPs), governments, schools, and businesses in more than 75 countries around the world. As ImageStream moves toward its next decade, market forces require it, like most high technology companies, to be fast and responsive. The company faces constant change in demands and needs along with the pressures of mission creep in the face of limited resources. It is against this backdrop that ImageStream started its ISO 9000:2000 certification process. This process requires not only the implementation of quality processes, but measurement of their efficacy as well. ImageStream conducts key manager meetings twice monthly, and a company-wide review on a semi-annual basis. During these managerial and company reviews, the senior executives identify key metrics driving the success of the companys mission, including those metrics that would benefit most from significant improvement. This proposal outlines the use of a customer satisfaction survey and seeks to answer the management question: What is the current customer satisfaction with the level and type of customer service provided by ImageStream? The study will explore the conceptual framework of service quality, the positive and negative impacts of service quality on ImageStream, and the effect of favorable and unfavorable customer intentions on perceived quality using survey research. Armed with the statistical analyses outlined below, the operations management team will identify current trends in customer satisfaction in a proactive attempt to resolve to any issues. Background and Literature Review The study and development of customer service techniques and customer  retention management programs has blossomed into its own industry. This increasing focus on customer satisfaction is not surprising, given the positive correlation between happy customers and successful companies illustrated in countless marketing research studies. This study will outline the relationship between customer satisfaction with service and customer retention at ImageStream. To support the findings, we will conduct an empirical study focusing on the relationship between perceived service quality and customer intentions. Weinstein and Johnson (1999) recommend that companies like ImageStream should spend 75% of its marketing budget on customer retention strategies and to strengthen these relationships. Once customers commit to a product platform, and the longer they use and deploy that platform, the more profit ImageStream can realize. Longstanding, satisfied customers will generally continue, or often increase, purchasing, require less operational and customer service support, and be more willing to pay price premiums to remain with the companyall without incurring new customer acquisition costs (Pine, Peppers, and Rogers, 1995). This paper will analyze how ImageStreams service relationship with its customers produces customer behaviors indicating whether or not a customer will remain an ImageStream customer. The methodology used will follow Zeithaml, Berry and Parasuramans study on this topic (1996). Since replacing lost customers requires new customer acquisition costs, customer retention should be a fundamental performance measure for ImageStreams executive staff and a key component of the companys incentive programs (Zeithaml et al., 1996). According to the American Management Association, acquiring a new customer can require five times the investment needed to keep an existing customer (Weinstein et al., 1999). Literature Review Customer service, not surprisingly, has been researched extensively: from the conceptual framework of service quality, to the positive and negative impacts of service quality, to the effect of favorable and unfavorable  customer intentions on perceived quality. We review these concepts in recent literature, and investigate an empirical study focusing on the relationship between service quality and customer behavioral intentions (Zeithaml et al., 1996). Zeithaml, Berry and Parasuraman (1996) offer a conceptual model of service quality. The researchers postulate that the quality of customer service will determine whether a company retains its customers or loses them to defection. Zeithaml, Berry and Parasuraman (1996) highlight seven key points: 1.Customer defection has a negative relationship with an organizations profitability. 2.Retaining current customers costs less than acquiring new ones. 3.Customer retention should be a fundamental component of incentive programs. 4.Companies must advertise not only to attract new customers, but to replace lost customers. 5.Advertising, promotion, and sales costs are required expenses when attracting new customers. 6.In general, at the beginning of a customer/vendor relationship, the customers do not generate a profit for the company. Zeithaml, Berry and Parasuraman estimate that acquisition cost recovery can take as long as four years. 7.Positive customer assessments of service quality lead to positive behavioral intentions, strengthening the relationship between the customer and the company. Negative assessments, on the other hand, create unfavorable customer behavioral intentions. The unfavorable conditions weaken the customer/vendor relationship. Based on their research and observations, Zeithaml, Berry and Parasuraman  (1996) believe that expressed or observed behavioral intentions can indicate whether or not customers will remain with an organization. Reinartz and Kumar (2000) challenge Zeithaml, Berry and Parasuramans assertions that customer retention always leads well-managed companies to profitability. Reinartz and Kumar (2000) argue that long-term customers are not always the most profitable customers, and dismiss research assuming that loyalty equates with profitability as a gross oversimplification. Reinartz and Kumar (2000) contend that managers should not automatically assume increased lifetime spending, decreased costs of service, and decreased price sensitivity for long-term retained customers. Reinartz and Kumar (2000) go further in also disputing the idea that long-term retained customers require lesser marketing investment by companies. Their research concluded that long-term customers often have inactive purchasing periods unrelated to their retention by an organization (Reinartz and Kumar, 2000). During these dormant periods, these customers are at best a break-even proposition for organizations, and often consume marketing and service resources resulting in net losses during periods of inactivity. Reinartz and Kumar (2000) found that short-term customers may be as significant to customers as longtime clients. Other research indicates that organizations struggling with a single approach to satisfy all customers can end up with inefficient and inappropriate levels of service (Cohen, Cull, Lee and Willen, 2000). Cohen, Cull, Lee and Willen (2000) conclude that organizations must customize their service to meet each customers individual needs. Superior service generates favorable behavioral intentions in customers, including increased future spending, acceptance of price premiums, word of mouth referrals, and, ultimately, customer retention (Zeithaml et al., 1996). Research suggests that most employees have a true customer orientation in that they understand their customers needs, and possess empathy and respect for their customers (Bitner, Booms and Mohr, 1994). Quality service builds customer faith in the organization, and is essential for maintaining competitive advantage (Berry, Parasuraman and Zeithaml, 1994). Since quality customer service can generate positive behavioral intentions, quality service strategies are effectively profit strategies for organizations. Research illustrates this link between service and profitability, as Keaveney (1995) found that customer defections can cost an organization future revenue stream. As customers intentions toward a company improve, the results include new customers, increased business with existing customers, fewer lost customers, and added pricing power (Berry et al., 1994). Berry and Parasuraman (1997) stress the creation of customer feedback channels as a component of quality service. Listening and responding to the customers needs in a quality way has a direct effect on the quality of service provided (Berry and Parasuraman, 1997). This focus on customer feedback drove the purpose of this series of papers. Evidence, such as Keaveneys study, highlighting the role customer loyalty plays in making an organization more profitable makes it imperative that companies quickly and proactively address concerns, complaints and other unfavorable behavioral intentions among their customers (Tax, Brown and Chandrashekar, 1998). Tax, Brown and Chandrashekars point also applies in a comparative sense as well. Organizations can potentially provide satisfactory service that nonetheless lags other competitors service offerings. In these cases, customers may defect because of the attraction of comparatively superior service offerings from a competitor. Managers of service departments and service companies must recognize this comparative measure, and realize that some customers will defect even when they are satisfied with a former provider (Keaveney, 1995). Customers display favorable intentions such as praising the company, expressing a preference for the company to the company or to other consumers, continuing and/or increasing purchasing volumes, paying price premiums, and making recommendations to others based on their satisfaction with the company (Zeithaml et al., 1996). Satisfied customers stay loyal to an organization longer, pay less attention to competitive products, exhibit less price sensitivity, offer service improvement or expansion ideas to the organization and cost less to service over time than new customers (Weinstein et al., 1999). When dissatisfied, customers display unfavorable intentions such as expressing an eagerness to leave the organization, decreasing purchase patterns, voicing complaints to the vendor, complaining to others, or taking legal action against the organization (Zeithaml et al., 1996). When customers do leave an organization, many choose to do so quietly with the intention of getting even by making negative comments to others about the organization (Tax and Brown, 1998). Since defecting customers can impact current and future revenue streams, properly identifying dissatisfied customers and understanding why customers defect can be valuable tools in improving customer retention management programs. Companies must implement strategies to overcome potential customer defections. Retention efforts should begin as soon as organizations acquire new customers. The organization should proactively attempt to learn and address customer needs and resolve any complaints or concerns quickly (Weinstein et al., 1999). Weinstein et al. (1999) suggest several ways to build loyalty and increase favorable behavioral intentions in customers. They suggest that organizations could embed sales staff at the offices of their best customers, participate in their customers events or promotional efforts, interview their customers customers, conduct retreats with major customers to share best practices and to train customers on company products and services, develop a preferred customer pricing strategy, reward customers for referring new business, solicit feedback on product development roadmaps, and even partner with key accounts on industry research projects (Weinstein et al., 1999). SERVQUAL Among the most popular assessments tools of service quality is SERVQUAL, an instrument designed by Berry, Parasuraman, and Zeithaml (1994). Through numerous qualitative studies, they evolved a set of five dimensions ranked consistently by customers as central to service quality, regardless of the  service industry. Berry, Parasuraman, and Zeithaml (1994) defined these dimensions as: *Tangibles: the appearance of physical facilities, equipment, personnel, and communication materials; *Reliability: an ability to perform the promised service dependably and accurately; *Responsiveness: a willingness to help customers and provide prompt service; *Assurance: the knowledge and courtesy of employees and their ability to convey trust and confidence; and *Empathy: the caring, individualized attention the firm provides its customers. Based on the five SERVQUAL dimensions, the researchers also developed a survey instrument to measure the gap between customers expectation for excellence and their perception of actual service delivered. The SERVQUAL instrument helps service providers understand both customer expectations and perceptions of specific services, as well as quality improvements over time (Berry, Parasuraman, and Zeithaml, 1988). Analysis of customer responses to a SERVQUAL questionnaire presents numerous potential practical implications for companies and their customer service teams. Scope We will conduct a study of all ImageStream customers (the population) by e-mailing or mailing a questionnaire to companies listed in ImageStreams internal records. The study will take less than one month to complete. We will contact all customers and direct them to the on-line survey, and follow up with customers who have not responded after two weeks. We will end the study after four weeks, and expect 25%-30% participation. We base this estimate on the response rate of similar studies mentioned above. A response  rate of at least 10% will yield a significant sample, enabling us to make conclusive findings and recommendations. Methodology We identify three determinants of customer satisfaction with ImageStream: service quality, solution quality, and price (through a measure of perceived value). Data on customer satisfaction, service quality, solution quality and price will be collected through the attached questionnaire survey. The questionnaire adapts the SERVQUAL instrument developed by Berry, Parasuraman and Zeithaml (1998) and uses a combination of Likert-scaled, dichotomous and unstructured questions. The use of both bipolar Likert/dichotomous and unstructured questions allows us to benefit from the strengths of both quantitative and qualitative research. The use of quantitative questions allows us to obtain a high degree of reliability and validity using the scientific method, and enables others to more easily repeat or replicate our study. The qualitative questions provide background for customer responses, and help to identify any underlying issues highlighted by the quantitative research. Triangulation, in this case the combination of qualitative and quantitative methods, allows us to overcome the weakness of using only one research technique. We do not assume that there is only one reality and believe that different research methods will reveal different perspectives. Using quantitative and qualitative triangulation allows us to use different sets of data, different types of analyses, different researchers, and/or different theoretical perspectives to study customer service. The quantitative question results will provide data that we can subject to complex statistical analyses. We will combine the quantitative question responses to determine central tendencies and dispersion of the data, including measures of mean, standard error, median, mode, standard deviation, variance, kurtosis, skewness, and range. We will analyze the  results of each question and of the study as a whole. Based on the results of the analysis above, we will develop regressions to identify potential relationships between past service experiences, perceived quality, future purchasing behavior, and loyalty. A possible research design for the regression analysis follows. H1: There is a positive correlation between the level of superior customer service and positive future customer behavior. H2: There is a negative or no correlation between the level of superior customer service and positive future customer behavior. H3: There is a positive correlation between the level of inferior customer service and negative future customer behavior. H4: There is a negative or no correlation between the level of inferior customer service and negative future customer behavior. Using these results, we can make conclusions about the management problem defined above. Development of these findings will include the use of anecdotal evidence from the qualitative questions in the survey. We will use the responses to the qualitative questions to support the quantitative findings, and to highlight key issues not covered by the quantitative portions of the survey. Possible Findings Following Zeithaml, Berry and Parasuraman (1996), we believe that a positive relationship exists between quality service and positive customer behavior as defined above. Additionally, we believe that our research will show that favorable customer behavioral intentions will be higher among customers experiencing no service problems. Customers who have experience problems, but received service to resolve them will show the next highest level. Customers with unresolved service problems will show the least favorable  behavioral intentions. Conclusion Customer service and its effect on customer retention in an organization is a growing area of research, and one that is vital to maintaining quality at ImageStream. This paper examined customer retention and defection from an organization in the context of customer service quality, exploring four areas: 1.A conceptual framework of how service quality affects particular customer behaviors and the consequences for ImageStream, establishing the purpose for this study, 2.Empirical studies that focused on the relationship between service quality and customer behavioral intentions, 3.A triangulated quantitative and qualitative survey to study perceived service levels among ImageStream customers, 4.Follow-on research based on the survey results and statistical analysis, including a summary of expected findings Customer retention branches off into many other significant areas such as value-added services, supply chain relationships, use of information systems to service customers better, and very importantly perceived and expected performance. Organizations have a chance to learn from their customers. The more customers teach the company the more effective it becomes at providing exactly what they want and the more difficult it is for competitors to lure them away from the organization (Pine II et al., 1995). Learning about customers is what this whole retention topic is about. The customers tell the organization what to do to keep them. The strategy is for the organization to learn how to listen and respond. References Anton, J. (1996). Customer Relationship Management: Making Hard Decisions with Soft Numbers. New York: Prentice Hall. Berry, L., Parasuraman, A. and Zeithaml, V. (1988). A Conceptual Model of Service Quality and its Implications for Future Research. The Academy of Management Executive, 8, 32-52. Berry, L. and Parasuraman, A. (1997). Listening to the Customer: The Concept of a Service-Quality Information System. Sloan Management Review, 38, 65-76. Berry, L., Parasuraman, A. and Zeithaml, V. (1994). Improving Service Quality in America: Lessons Learned. The Academy of Management Executive, 8, 32-52. Bitner, M., Booms, B. and Mohr, L. (1994). Critical Service Encounters: The Employees Viewpoint. Journal of Marketing, 58, 95-106. Chase, R. and Stewart, D. (1994). Make Your Service Failsafe. Sloan Management Review, 35, 35-44. Cohen, M., Cull, C., Lee, H. and Willen, D. (2000). Saturns Supply-Chain Cooper, D. and Schindler, P. (2002). Business Research Methods (6th ed.). Burr Ridge, IL: Irwin/McGraw-Hill. Cronin Jr., Joseph J. and Taylor, S. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56, 55-68. Heskett, J., Jones, T., Loveman, G., Sasser, W., and Schlesinger, L. (1994, March-April). Putting the Service-Profit Chain to Work. Harvard Business Review, 164-174. Innovation: High Value After-Sales. Sloan Management Review, 41, 93. Joppe, M. (n.d.). The Research Process. Retrieved January 12, 2004 from http://www.ryerson.ca/~mjoppe/rp.htm Keaveney, S. (1995). Customer Switching Behavior in Service Industries: An Exploratory Study. Journal of Marketing, 59, 71-82. Pine II, J., Peppers, D. and Rogers, M. (1995). Do You Want to Keep Your Customers Forever? Harvard Business Review, 73, 103-114. Pitt, L., Watson, R., Kavan, C. (1997). Measuring Information Systems Service Quality: Concerns for a complete canvas. MIS Quarterly, 21, 209-221. Reinartz, Werner J. and Kumar, V. (2000). On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing. Journal of Marketing, 64, 17. Tax, S. and Brown, S. (1998). Recovering and learning from service failures. Sloan Management Review, 40, 75-88. Tax, S., Brown, S.and Chandrashekar, M. (1998). Customer evaluations of service complaint experiences: implications for relationship marketing. Journal of Marketing, 62, 60-76. Van Dyke, T., Kappelman, L., and Prybutok, V. (1997, June). Measuring Information Systems Service Quality: Concerns on the use of the SERVQUAL questionnaire. MIS Quarterly, 21, 195-208. Weinstein, Art and Johnson, W. (1999). Designing and Delivering Superior Customer Value: Concepts, Cases, and Applications. Boca Raton: CRC Press. Whyte, G., Bytheway, A., and Edwards, C. (1997). Understanding User Perceptions of Information Systems Success. Journal of Strategic Information Systems, 6, 35-68. Zeithaml, V., Berry, L. and Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46.

Operations Management for Competitive Advantage

Operations Management for Competitive Advantage Introduction : Operations Management is present in many occupations as well as those of manufacturing and service industries. I believe it to be present in daily duties of any person although they may never notice. With this in mind I see operations management as a skill anyone has with an aim of achieving an outcome of something they are working towards in a logical process with thought of awareness of a system structure. Operations management has been around for some time yet it was Christopher Polhelm (Sweden) first recognised a skill and recorded that Nothing increases demand so much as low prices. Therefore there is a great need of machines and appliances which will diminish the amount or intensity of heavy work (Extract from text book Operations Management supplied by DMU for open learning please see bibliography) this was around 1700. There are cases in many history books and stories passed down that operations management was present before this yet not identified as operations management. From 1700 business development has grew significantly and seems to have been a notable point of operations management to present day. Operation management is depending upon five performance objectives i.e.ÂÂ  Quality, Flexibility, Cost, Speed and dependability. Quality: Quality means doing things right. An operation needs to be spotless and in order, have appropriate and attractive furnishings and make sure that the staffs are friendly and helpful. Quality reduces costs and increases dependability. Flexibility: The Flexibility facilitate to any changes. Different products and services need to be available, for example the opening times need to be varied as the main customers (students) have varying timetables. ÂÂ   Cost: The membership prices need to be a suitable price to facilitate students and people with different financial situations. The cost of hiring employment needs to be considered as well as the cost of the equipment. The lower the cost of producing their services, the lower the cost to the customer will be. This is a very attractive attribute, especially to students. Speed: The speed of the internal processes can reduce inventories and reduce risks. Dependability: The staffs want to be able to do things in time for the customers to receive their services. Being reliable causes the customers to become more loyal over time. Dependability can save time, save money and give support throughout the operation, internally and externally. In this assignment I try to focus on above all objectives and how manufacturing process is going? How much time taking each Department for their work? Why occur delay for delivery to Customer? Whats role of Human Resources in maintain Quality, Cost and Time? Why storage is create scarcity of space? Why quality is going down? Product value and Customer satisfaction Etc. Operation management find out best solution before arise problem. Operation Management is helpful for Decision making, Developing a process strategy, managing effective project, process analysing, Demand Forecasting, managing Quality, planning Capacity, managing Inventories etc. In this assignment I researched on Rama Newsprint Papers Ltd, India, which is largest private paper Production Company. It is running by more than 2000 workforce. This is manufacturing Cream Wove, Super printing, base paper for coating, map litho; SS map litho, Copier paper and newsprint etc. It has $ 50 million equity or spread over in 400 ac res land. RNPL has also own 23 mw Power plants. This company is huge in paper industry sector and I am sure it will be increase my knowledge in Operation management and its systems. Manufacturing Process of Newsprint Paper : The paper industry is basically based on wood and wood based pulp. But Rama Newsprint is produce paper by Recycling process. This plan is zero wastage process plans. Wastepaper is a key input in the production of newsprint, packaging paper and paperboards. Production of specialty paper involves the use of different varieties of pulp, which lend special quality to the paper. Here below illustrate whole manufacturing process of paper. R D and QC Department : This department play important role in manufacturing process. R D department is continuously taking sample from Raw material, Deinking and Paper machine for checking quality of ongoing process and find out anything wrong in the process. As per operation management quality is very important issue and this is handled by R D and QC department. Raw materials Department : Paper manufacturing is start from Raw materials department. This department is using Virgin Pulp, Local/Imported old newspaper (ONP), News Pams, Mixed office waste, Old Telephone Directory, Old magazine grade (OMG) for raw materials. But these all materials are available in wastage paper. This department is sorting fibre, plastic, iron, dust etc from west paper. Sorting is important part of process. If sorting is not good, quality of paper will be bad. This is very sensitive department and root of the process. This department retain maximum labour for sorting work. After sorting process this wastage paper send to Deinking department and complete their work. ( Ref C : http://www.madehow.com/images/hpm_0000_0006_0_img0128.jpg ) Deinking Department : After completion of Raw materials sorting process, Deinking department is ready to start next process. In this department waste papers have been mixes with water and wash by Chemical. This departments core work is removing Ink from paper and converts in to Pulp by mixing Sodium hydroxide and sodium sulphide. The chips close into pulp in the resolution. Next the pulp is sent through filters.ÂÂ  BleachÂÂ  may be added at this stage, or colourings. The pulp is sent to the paper plant. Thats for this department called De-Inking. In this stage also mix some chemical for create brightness in paper and which is providing by CAPP department. This completed Pulp has been send to paper Machine Department and finished their work. Paper Machine Department : The pulp is next put through a beating and squeezing course called, properly enough, pasting. Inside a large container, the pulp is subjected to the produce of machine beaters. At this point, various packing materials can be supplementary such as chalks, clays, or chemicals such as titanium oxide. These additives will control the dullness and other qualities of the final product. Sizings are also added at this point. Sizing affects the way the paper will react with various inks. ( Ref C : http://www.madehow.com/images/hpm_0000_0006_0_img0128.jpg ) In instruct to ultimately revolve the pulp into paper, the pulp is fed or pumped into colossal, automated machines. One ordinary category is called the Fourdrinier instrument. Pulp is fed into the Fourdrinier machine on a touching belt of bright mesh selection. The pulp is squeezed through a series of rollers, while suction strategy under the belt drains rotten water. If the paper is to obtain a water-mark, a device called a dandy moves across the sheet of pulp and presses a design into it. The paper then moves on top of the press part of the machine, where it is pushed between rollers of wool felt. The paper then passes over a series of steam-heated cylinders to eradicate the left over water. A large machine may have from 45 to 65 aeration cylinders. Finishing House Department: Finally, the dried paper is injuring onto large reels, where it will be additional processed depending on its last use. Paper is round and packed in further by passing through metal rollers called calendars. A particular finish, whether supple and waterless or solid and glossy, can be imparted by the calendars. The paper may be further ended by passing through a container of sizing material. It may also obtain a covering, which is either brushed on or rolled on. Covering ads chemicals or pigments to the papers outside, supplementing the sizing and fillers from previous in the course. Fine clay is often used as a covering. The paper may after that be supercalendered, that is, run from first to last extremely silky calendar rollers, for a closing time. Then the paper is cut to the wanted size. Product Wear House Department : This is the final stage of Paper process. This stage PWH department is packing cutter paper and send to storage or customer. This department is storage paper size wise on different place. Whenever requirement arise easy to find out and send to customer. Product life cycle of RNPL : When offering papers product to customer is that they have a variety. They have an enormous number of a ways of expenses their money and spaces to spend it. Therefore, Rama newsprint papers places considerable emphasises on developing a new paper product which customers want. Market research establishes exactly what this is. However customers requirements change overtime. What is fashionable and eye-catching today may be excess tomorrow. Marketing constantly monitors customers first choice. In order to assemble these changes, RNPL has tried to launch new product with change in old product. The type of selling undertaken and the amount invested will be dissimilar, depending on the phase a product has reached. For example, the begin on of a new product will classically involve television and other advertising support. At several time a company will have a variety of assets, a share portfolio integrated shares in a range of different companies of product each in a diverse phase of life cycle. Some of RNPLs option is going constant at the growth stage. Paper is a daily use product but not much profit making industry. In Indian market more than 800 paper industries are running in paper sector. So competition is on high level and also tough. Thats reason is for paper industries are not reach to maturity level of product life cycle. Process Flow Chart : A process chart is a set method of documenting all the activities performed by a person or group at a workplace, with a customer, or working with certain materials. It analyzes a process using a table, and provides information about each step in the process. It is used to drill down to the job level for an individual person, a team or a focused nested process. In this process five categories. Process flow chart with easy to identify gap between two process and this is giving idea to management for generating idea for resolve it. On below chart easy to identify marketing department send order to PWH department on right time. But lack of efficiency of PWH department, they are not putting in to process and make a delay. Also PWH department is looking storage department. But there negligence on work create scare of place. Here paper machine department have good efficiency in spite of they cannot work due to scarcity of space. So whole operations in PWH department is making delay in process. Quality Circle : Quality is important part in Paper Industry. If industry ignore to this concept, They will be loose their customer and lose their image in market. Rama Newsprint papers Ltd is also believe in this concept and Quality circle implemented in organisation. RNPL established department wise Quality circle committee and they meet to one time in a week. They discussed regarding problem, production, cost reduction idea, new technology, participative management, Decision making on new things etc.. They are tried to solve problem at department level. If its not possible than bring it to management level and search solution. Quality circle is good concept in management theory and RNPL completely follow to this and short out problem on root level and avoid delay. This is also responsible for cost saving and quality improvement. Porters Value Chain Michael Porter (1985) the strategic inventor of the Porter Value Chain constructed a chain effect understanding that every business should implement for logical understanding and awareness of its inputs and outputs as a business. He separated the business functions into primary and secondary methods, primary being dedicated to the product or service and secondary being supportive methods to aid the primary. Porters (Michael Porter 1985) Value Chain (VC). From the model suggests, that no issue how many operational units that are concerned in the course of generating customer value; these primary actions can be conceptualised into five common stages. The five primary stages are inbound logistics, operations, outbound logistics, marketing and sales, and service. These primary stages are supported by the firms infrastructure, human resource management, technology development, and purchasing and procurement. The stages within the VC should not be seen in segregation but looked at in a wider context and include the connections between stages not just within the processes. The relationship between sales, operations and procurement for instance can determine how much stock is to be carried and therefore reflected in cost of inventory held. ( Ref Book Operation Management Processes and Supply Chain Lee, Larry Manoj ) Value activities are divided in to two types, Primary activities and support activities. Primary activities involved in the physical creation of the product, sales and transportation to the buyers as well as after sells services. Primary activity alienated into five categories. Support activities are support to primary activities and each other given that purchased inputs, technology, human resources and various firm-wide functions. Primary Activities : The primary activities of the organisation are group in to five main areas: Inbound logistics : RNPL concerned with receiving, storming and distributing the inputs to the products. In this included raw materials, handling, stock control, transportation etc.. Operation : the transformation of these various inputs into the final paper or newsprint : machine, packaging, testing etc. Outbound logistics : The collection, storage and distribution of the product to customers. In RNPL involves Product were house activities, material handling, transportation etc. In this part most important to bring services to customer on fixed location. Marketing sales : in this part RNPL create their own image in paper industry by advertising, highest production per day and strong administration department. Also loosening with customer and take a feed back of customer. Services : all the activities depend upon services after sells. After sells services consist of installation, start up of product, replacement, warranties etc. RNPL also provide quality assurance guarantees to customer. Support Activities : The support activities divided in to four areas. Procurement: all primary activity have been refers to the process of acquiring the various resource. This is the main part of the organisation. Human Resource management: RNPL is very poor about human resources and this is the main root of problem. Here value chain is play important role to emphasise more training development, motivation like monitoring non monitoring ways to workforce, recruiting skilled manpower. Technology development : Technology is directly related with product, process or resources. if employees do not understand how to operate equipment, its create big problem for firm. In RNPL most of the workforce recruit experienced with higher pay scale. This is increase production cost to firm. If they create their own workforce by providing T D to old staff is better than higher new staff. Infrastructure : RNPL plan lay out and infrastructure is good but some place require some change. Infrastructure is also consisting of the structure and routines of the organisation that sustain RNPL culture. This all activities are implement perfectly by RNPL is must be require for in competitive terms, value is the amount that buyer are willing to pay for what a firms provided them with product perceived value. Value chain model is very helpful to RNPL for win to paper market and therefore they have to implement and follow above all activities. So value chain is guide to industry how to win market and create own image in market. For RNPL has a value chain is key success. Recommendation : As student I cannot give the exact idea about reading just few papers for the company which is running successfully since 1991. Company has history of19 years they have created their name and fame through their working pattern and workforce who works for them. I am little bit small to evaluated and give the recommendation to the companys board of directors they are the genius in their planning and implementation of their Operation Management systems. 1 ) Most of the companies are manufacturing product depend upon order or make to stock. RNPL is also following these methods. But RNPL not use perfect performance metrics in process and these are the main reason for delay in manufacturing product. As a student I would like to suggest to RNPL, if they will follow some below formula for manufacturing process. Defiantly they will almost achieve their target. Operation time = Setup time Run time Throughput time = Average time for a unit to move through the system Speed = Throughput time Value-added time Cycle Time Example Suppose RNPL had to produce 10 paper roll in 50 hours to meet the demand requirements of a product. There are 3000 minutes (60 minutes/hour x 50 hours) in 50 hours. So the average time between completions would have to be: Cycle time = 3,000/10 roll = 300 minutes. Process Throughput Time Reduction All of this work done after RNPL should apply bellow main three concept for process. A ) It must be execute activities in corresponding. B ) Change the series of activities. C ) Reduce interruptions 2 ) Human Resource Management : Humans are core part of process and they have been a particular platform in Organization. Human is sensitive part of operation management. If employees are not satisfied, organization will loose target. Employees play important role in quality management and have a power to make decision that will improve quality and customer services. Strategic goals for quality and customer satisfaction require teamwork and group participation. RNPL is face lack of satisfaction in their employees and that for so many causes are responsible. I would like to suggest some ideas for implementing in company for success in paper sector. Employees are not satisfied with management systems. Management follows autocratic and close leadership and this is demotivate to employees. If RNPL will understand employees requirement and change the management styles towards employees, definitely company will get incredible growth. Change the management style from Autocratic to Liberal, means employees have been invite for decision making, Quality circle, participation in management, giving more responsibility etc.. These all are motivate to employees for achieving goal. RNPL should more focus on Technical commercial training to employees. Trained workforce is more productive as well qualitative and also Time saver. RNPL should be implement below T D activities through minimise cost, time and maintain quality. Create Apprentice force in the Organisation. Apprentice is productive, cheaper and easy to available. Provide more paper machine operation training to employees and these are useful for minimise cost and increase qualitative production. Job specification has been implementing in Organisation. Employees have been mastery in work through it. These is key of maintain quality, cost and time. Job rotation is also important part of operation. It should be implementing in RNPL. Also provide commercial training like time keeping, communication, leadership, cost reduction etc. 3 ) Raw materials department has been also needed some change for Time saving and Quality maintaining. In sorting work per bunch require maximum 20 to 30 minutes. But lack of inspection on labour makes delay in this process. Also sorting work is not going accurate. This is creating adverse impact on Paper quality and deinking departments system. So as per my suggestion management have to take strict step against labour. 4 ). Product wear house department is end of the manufacturing process part. This department is looking storage, separation and selling work. RNPL has lots of space for storage. In spite of arise scarcity of space due to lack of skilled staff. They have no any proper storage system which is helpful for identify thickness wise paper. So they have to implement storage system like inventory management system. 5 ) Central Engineering stores is located so far away from main core department in plan. Maximum time wasted in collection for equipment from store to concern department. If central department located near to core department, definitely maximum time will be saved by RNPL. Conclusion : I conclude that although most businesses look different in their operation most of them actually are similar because all businesses need a foundation to start off with and when they build from their foundations this is where differences occur because of their overall business plan in the 5 key business function. They are Operations Management, Human Resource Management, Marketing, Accounting Finance and Information Management in which they operate from. They start to defer within the sectors they build their business on as every business has a different way of getting their products and services forward depending on the market they explore in which they try to dominate through success to keep the business alive. They key difference is how they outsource their organisational role and activities all depend on how the business is adapted to operate to meet the demand of the businesss activities. This is vital for the business to fulfil their organisational needs so the operation of the business is flawless and it will maximise their organisational productivity and stability. History of RNPL : ( Appendix 1 ) Rama Newsprint and Papers Ltd is largest private sector in Printing Writing paper manufacturing company at a single spot in India. It has 22 percent capacity of production in Indian newsprint sector, based on Virgin Pulp as well as Recycled fibre, to manufacture either 1,44,000 tonnes per annum of Newsprint or 1,80,000 tonnes per annum of Printing Writing paper or a mix of both. The paper mill was established in 1996. Its is set up with an equity of Rs. 233 crores ( US $ 50 million ) and spread over 450 acres of land in village Barbodhan, Gujarat, India, the company is managed by professional Board of Directors having enormous practice in related fields. The company is able to produce Newsprint and Writing paper from Virgin pulp as well as Non-conventional raw materials. The company has also demonstrated deep commitment to the cause of preserving the environment, by setting up a state of the artÂÂ  facility for manufacture of Environ friendly Chlorine free paper. The Company has its own Power plant and water works, means uninterrupted power and water supply leading to non-stop production. A causative feature is the internal engineering workshop for defensive maintenance and looking after leading to permanent invention of process, quality and productivity. Technical partnership with world best in the newsprint industry and aided by a highly qualified and committed workforce of about 500 personnel has now seen us expand into synergetic industries as well as set up an sell overseas existence in Asia and Africa. Water : RNPL has sufficient water bring for its plants and for general human use from Narmada Water Resources Department, Government of Gujarat. RNPL has also occupied a range of initiatives for water upkeep such as Rain water harvesting, recycling re-use of water in the process of manufacturing. Power : RNPL has 23 MW confined power plant installed at site, which ensures supply of quality power for permanent operation of the plant without any break due to power cuts. RNPL has also reserve unit of 17 MW installed at site. Majority of RNPLs power demand is met through confined plant. However It has power authorize boundary of 8500 KVA for paper mill and 550 KVA for raw water supply intake pump house from Gujarat Electricity Board in case of any possibility or surplus demand. Mission : To establish ourselves as leaders in the paper industry in terms of efficiency, productivity, profitability and above all, customer service..

Study On The Vocabulary Learning Strategies

Study On The Vocabulary Learning Strategies This chapter deals with the review of the related literature. In the first section, vocabulary learning strategies and its theoretical framework will be reviewed. For the second section the related research both international and national will be presented. 2.2. Vocabulary learning strategies Vocabulary learning strategies can be considered as a part of general learning strategies in second language acquisition. The first development in learning strategies area began in 1970s with research to recognize the characteristics of good language learners (Naiman et al., 1978; Rubin, 1975). OMalley and Chamot define learning strategies as the special thoughts or behaviors that individuals use to help them comprehend, learn or retain new information (1990, p.1). This definition can be seen in Schmitts defining vocabulary learning strategies too. Schmitt says learning is the process by which information is obtained, stored, retrieved and used therefore vocabulary learning strategies could be any which affect this broadly defined process (1997, p.203). This definition brings this question to the mind that whether vocabulary learning is incidental or deliberate, a factor which researchers have discussed in the literature a lot. Nation considers vocabulary learning as a deliberate pro cess which possesses intentional character. He established his description on the properties and qualities of a strategy which fulfills teachers aims. Call for helping learners improves the way they go about learning vocabulary have been made on a number of grounds. Sokmen (1997, p. 225) argues in order to help learners learn how to acquire vocabulary by them self, noting that it is not possible for students to learn all the vocabulary they need in the classroom. Cunningsworth (1995, p. 38) gives a name to helping learners make their own vocabulary learning strategies which is a powerful approach, that can be based on being sensitive to vocabulary systems, encouragement of sound dictionary skills and showing reflection to useful learning techniques. By considering the importance of vocabulary learning strategies, it would be very helpful to study about these strategies and find out what they are and examine how these strategies are going to help learners for building their vocabulary and also what strategies would be useful for the learners to be introduced in the textbooks. Brown and Payne (1994) found these five steps in the process of vocabulary learning in a foreign language: (a) having sources for encountering new words, (b) getting a clear image, either visual or auditory or both, of the forms of the new words, (c) learning the meaning of the words, (d) making a strong memory connection between the forms and the meanings of the words, and (e) using the words.(cited in Gani Hamzah et al., 2009, p.42) Following as a result, all vocabulary learning strategies, totally or partially, should be related to these five steps (Fan, 2003, p. 223). Vocabulary learning strategy can be seen from at least three different views. First, a vocabulary learning strategy, very broadly speaking, could be what ever the learners do to help the new vocabulary learning process. Whenever a learner needs to study words, he/she uses strategy/strategies to do it. Second, a vocabulary learning strategy could be related to actions that help vocabulary learning to work well. Hence, learners may use some actions which do not make any improvement in learning process. Third, there might be a relation between a vocabulary learning strategy and conscious actions that learners take to study new words. Ideally, in order to have a free chance to choose consciously the suitable strategy for ones self, learners should be informed of good, efficient strategies. This fact should be considered that, though, a strategy which is suitable and works well for one student may completely fail with another and that for a particular learning situation one strategy happe ns to be better than another. 2.2.1. Importance of Vocabulary Learning Strategies The main advantage obtained from all learning strategies, as well as vocabulary learning strategies, is that learners are able of taking more control of their own learning so that students will fell more responsible for their studies (Nation, 2001; Scharle Szabà ³, 2000). Consequently, the strategies develop learner autonomy, independence, and self-direction (Oxford Nyikos, 1989, p.291). When the students be equipped with different kind of vocabulary learning strategies they can decide how exactly they would like to come up with unknown words. Having a good knowledge of the existing strategies and the ability to make use of them in suitable situations might considerably make the learning process of new vocabulary simpler for students for instance, when the student selects which words to study him/her self they can remember the words better than when the words are chosen by someone else (Ranalli, 2003, p. 9). (cited in Gani Hamzah et al., 2009) In Nation (2001) view learners are able to acquire a large amount of vocabulary with the help of vocabulary learning strategies and that these strategies are truly useful for students of different language levels. As learning strategies are readily teachable (Oxford Nyikos 1989, p. 291), the time that teachers spend in order to introduce different ways of vocabulary learning and practice to students cannot be considered as wasted. Cameron (2001) believes that children may not be able to make use of vocabulary learning strategies themselves in order to make this happen they need to be trained to use the strategies effectively. A number of linguists have long recognized the importance of learner independence in vocabulary acquisition. Gairns and Redman (1986) believe that students must show more responsibility for their learning and give larger attention to individual needs. The reason is that when the learners past their elementary level, it would be very difficult for teachers to choose vocabulary being useful to all students; thus time spent on teaching may be wasted. Schmitt (2000) sees the need for solving such problems by helping learners acquire the strategies necessary to learn words on their own. Oxford and Scarcella (1994) support the preparation of systematic vocabulary instruction to let learner master specific strategies to acquire words even outside their classes. In Nations view (1990; 2001), the most important way that learners learn vocabulary is when they use strategies independently of their teacher. In his recent publication, Nation suggested strategy training be part of a vocabulary development program. According to Schmitt and Schmitt (1995), the best teaching plan may be to let students decide themselves which strategy or strategies they prefer by introducing a variety of learning strategies. This echoes learners need to advance their strategy knowledge. 2.2.2. Types of Vocabulary Learning Strategies As it is made clear by many vocabulary learning strategy classifications proposed by different researchers, there is a wide range of different vocabulary learning strategies. Most studies in the field of vocabulary learning strategies have focused on investigating a small set of VLSs. For example, some studies point at researching memory strategies or mnemonic techniques and what effect they have on retention (Cohen Aphek, 1980; Pressley et al., 1982; Brown Perry, 1991). Some studies put emphasis on exploring the vocabulary strategies used in reading, such as guessing from context (Huckin, Haynes, and Coady, 1993). In the following part we will take a closer look at the most important category of the strategies. The basement of the strategies below is generally organized on Schmitts (1997) taxonomy, i.e. the names of the broad categories of the strategies come from his classification. Schmitts taxonomy of vocabulary learning strategies (cited in Marttinen, 2008) Schmitt (1997, p. 206-208) based his taxonomy of vocabulary learning strategies on Oxfords (1990) taxonomy of learning strategies. Since Oxford (1990) created the taxonomy for describing learning strategies as a whole in the first step Schmitt (1997) had to revise it in order to act as a useful tool especially when categorizing vocabulary learning strategies. According to Schmitts (1997) taxonomy, there are two main groups of strategies: discovery strategies and consolidation strategies. Discovery strategies are those strategies which are used in discovering the meaning of a new word whereas consolidating strategies deal with the consolidation a word once it has been encountered. The former consists of determination strategies and social strategies whereas the latter includes social strategies, memory strategies, cognitive strategies and metacognitive strategies. However, Schmitt (1990, p.204) notes that it is very difficult to draw a border line between different strategies and their variations. For example, some strategies, like interacting with native speakers, can be categorized as both social and metecognitive strategy if it is concidered as a part of overall language learning. When facing an unfamiliar word, learners must find out the meaning of the new word. According to Schmitt (1997, p.208), determination strategies which are a part of discovery strategies, include strategies such as guessing the meaning according to structural knowledge, guessing from L1 cognate, guessing from context or using reference material. Since learners can ask help from someone in discovering the meaning of a new word, social strategies can also function as discovery strategies (Schmitt 1997, p.209). Consolidating strategies include several different types of strategy. In Schmitts (1997) taxonomy they include social strategies, since input acts as a key element in acquiring a language, social strategies are very important in language learning. For example, group learning and team working raises active processing and since in such activities instructor does not interrupt the learners much, they have more time to use the language in the classroom (Schmitt 1997, p.211). Schmitt (1997, p.211-13) mentions that another type of consolidation strategies are memory strategies which were traditionally known as mnemonics. Memory strategies usually make a relation between the word and learners previous knowledge, for example, instead of giving the direct definition or making a kind of relation to some familiar L2 words, pictures of the meaning are shown to learners. Using unrelated words or grouping the words according to some categories such as synonyms or common themes are other examples of memory strategies. In addition, one can study the spelling or pronunciation of the word for helping it to stick into memory. Furthermore, using words affixes, roots and word classes can be useful in consolidating word meaning. (Schmitt 1997, p.214) According to Schmitt (1997, p.215), cognitive and memory strategies of his taxonomy are similar and they concentrate on repetition and mechanical means of studying vocabulary rather than manipulative mental processing. Written and verbal repetitions are the traditional and popular examples of these strategies; writing or repeating a word several times. Word lists, flash cards and note taking as well as using study aids such as language textbooks are also classified as cognitive strategies. As mentioned before, the strategies which learners use in order to control and evaluate their learning are called metacognitive strategies and this is the same in Schmitts (1997) taxonomy. Schmitt (1997, p.216) mentions that effective metacognitive strategies can happen when learners are exposed to L2 as much as possible, for example, by reading books, watching movies and interacting with native speakers. Also using the time effectively and knowing when to actively study a new word are useful metacognitive strategies. Most of the studies in this area tried to investigate a small set of vocabulary learning strategies. For example some of the researchers (Cohen Aphek, 1980; Pressely et al., 1982; Brown Perry, 1991) centered their studies on memory strategies or mnemonic techniques and its effect on retention. Some other studies emphasized on the vocabulary learning strategies which are used in reading such as guessing from the context (Huckin, Haynes Coady, 1993). There are a few studies which elaborated on vocabulary learning strategies as a whole and give a broader perspective from them. The table below summarizes the different classification system of VLS. Source Stoffer (1995) Strategy categories 1. strategies involving authentic language use 2. strategies used for self-motivation 3. strategies used to create mental linkages 4. memory strategies 5. strategies used to organize words 6. strategies involving creative activities 7. visual/auditory strategies 8. strategies involving physical action 9. strategies used to overcome anxiety Gu Johnson (1996) 1. metacognitive regulation 2. guessing strategies 3. dictionary strategies 4. note-taking strategies 5. rehearsal strategies 6.encoding strategies 7. activation strategies Schmitt (1997) 1. discovery strategies 1.1 determination strategies (DET) 1.2 social strategies (SOC) 2. consolidation 2.1 social strategies (SOC) strategies 2.2 memory strategies (MEM) 2.3 cognitive strategies (COG) 2.4 metacognitive strategies (MET) Nation (2001) 1. planning 1.1 choosing words 1.2 choosing the aspect of word knowledge 1.3 choosing strategies 1.4 planning repetition 2. sources 2.1 analyzing the word 2.2 using context 2.3 consulting a reference source in L1oe L2 2.4 using parallels in L1 and L2 3. processes 3.1 noticing 3.2 retrieving 3.3 generating As you have became familiar with Schmitts taxonomy earlier in this section, now lets take a look at the other classifications mentioned in the table. (Cited in nccuir.lib.nccu.edu.tw/bitstream/140.119/33390/7/55007107.pdf, 2005) Stoffer (1995) conducted the first investigation of overall vocabulary learning strategies. She fulfilled a vocabulary strategy survey and developed a Vocabulary Learning Strategy Inventory (VOLSI). Using statistical factor analysis which provide a practical basis for category assignment, Stoffer found the 53VOLSI items go under the nine major groups: 1- authentic language use; 2- self-motivation; 3- crating mental linkages; 4- memory strategies; 5- organizing words; 6- creative activities; 7- visual/auditory strategies; 8- physical action; and 9- overcoming anxiety. Gu and Johnson (1996), developed a vocabulary learning questionnaire based on previous quantitative and qualitative research (Ahmed, 1989; Gu, 1994; Oxford, 1990), that its aim is to gather information on students beliefs about vocabulary learning and the vocabulary learning strategies which they use (91individual strategies in total). The strategies were grouped under two general subdivisions: Metacognitive regulation and Cognitive strategies which consists of six subgroups, guessing strategies, dictionary strategies, note-taking strategies, memory strategies (rehearsal), memory strategies(encoding), and activation strategies. In this way, in the taxonomy mentioned seven major dimensions exist which each dimension had several categories for it self. For example, guessing strategy was subdivided into two categories: using background knowledge/ wider context and using linguistic cues/ immediate context. Nation (2001) developed a taxonomy which tries to separate aspects of vocabulary knowledge, and learning processes. In his classification scheme Nation (2001) differentiates between three general classes of strategies. The first major category is planning for vocabulary learning which is concerned about how often learners pay attention and where they focus their attention. Strategies such as choosing words, choosing the aspects of word knowledge, choosing strategies, and planning repetition are included in this category. The second major category refers to sources of vocabulary knowledge which is about finding information of unfamiliar words. The strategies in this category include analyzing the word, using context, consulting a reference source in L1 or L2, and using parallels in L1 and L2. The third and last major category is concerned about learning processes which includes the ways learners establish their vocabulary knowledge and make it available for use. Noticing, retrieving, and generating are three types of strategies of this category. 2.3. Research background There are authors such as Nation (2001) and Coxhead (2006) in the vocabulary literature who believe that there is a difference between general, academic, technical, and low frequency vocabulary, mentioning that technical or specialized words have a quite high frequency in a limited range of texts in each academic discipline (Fraser 2005). Scarcella and Zimmerman (1998) make the same difference, and refer to technical words that are used in specific academic fields (p. 28). Carlson (1999) and Coxhead and Nation (2001) have written about specialized vocabulary lists for specific purposes. This is an important issue because Casanaves (1992) study showed that acquiring the culture of a disciplinary community involves learning that communitys specialized language, and Parry (1991, 1993) in his research revealed the challenges of technical, academic vocabulary learning. Fan (1998) found that Chinese EFL learners have difficulty in recoding technical vocabulary and in writing on strategies and long-term recall, Lawson and Hogben (1996) discussed the importance of VLS in a way that is relevant to learning the technical vocabulary of ones academic field: In the early stages of language learning, when the students do the tasks themselves they are more interested, this is a deliberate processing activity rather than automatic (Hasher Zacks 1979). The deliberate procedures, or strategies, conducted during this period are likely preserved; these strategies should be seen in students behavior as they do a vocabulary learning task (p. 104).(Cited in Lessard-Clouston, 2008) Strategies which learners use in dealing with the technical vocabulary learning in their early stage in the disciplines they have chosen may thus influence both their vocabulary acquisition and their academic socialization. Nation (1993, p.124) stated that broad vocabulary growth depends on vocabulary strategies that are independent of subject matter knowledge, and there are a number of related VLS studies from the literature of the last decade or so. (Cited in Lessard-Clouston, 2008) 2.3.1. Related researches on the field of VLS This part tries to give an overview of research focusing on various vocabulary learning strategies. 2.3.1.1. International researches Sanaoui (1995) in a research among both English and French second language students in Canada came to this conclusion that while a learners proficiency level and type of instruction did not affect his or her results on an individualized vocabulary assessment task, the individual approach to vocabulary study, reflected in the structured use of VLS, did contribute significantly to lexical learning. Sanaoui used a detailed questionnaire to find out which strategies participants use for learning vocabulary, that distinguished two distinct approaches to vocabulary acquisition, structured and unstructured, which are different in five key aspects: a) learners opportunities for learning vocabulary (i.e., independent study vs. reliance on their language course); b) their range of self-initiated vocabulary learning (i.e., extensive vs. restricted); c) their records of the lexical items they were learning (i.e., extensive/systematic vs. minimal/ad hoc); d) how much learners reviewed such words/ records (i.e., extensively vs. little or not at all); and e) whether they practiced such lexical items (i.e., by creating opportunities in and out of class vs. relying on class opportunities alone) (Sanaoui, 1995). (Cited in, Ruutmets, 2005) In a research with 14 ESL students preparing for academic study in Canada, however, Lessard-Clouston (1996) also followed Sanaouis model and used a questionnaire and an individualized vocabulary test. Despite replicating the most important aspects of Sanaouis (1995) research, his results showed that membership in a group, based on a participants VLS, did not predict language proficiency, nor performance on the individualized vocabulary knowledge test. Lessard-Clouston (1996) thus concluded that such findings raise questions about the usefulness of categorizing students in groups according to structured, semi-structured, or unstructured approaches to lexical learning (p. 114).(cited in, Lessard-Clouston, 2008) A study conducted by Gu and Johnson (1996) among 850 non-English major Chinese students in China, a questionnaire and multiple regression analysis revealed two VLS, self-initiation and selective attention, as positive predictors of their participants proficiency, measured by their college English test scores. They also found that the strategies of contextual guessing, skillful dictionary use, paying attention to word formation, contextual encoding, and using newly learnt words had a positive correlation with participants test scores. Using cluster analysis Gu and Johnson found five key approaches to vocabulary learning (encoders, readers, active strategy users, non-encoders, and passive strategy users), and came to this point that strategy combinations, rather than individual VLS, may have a positive effect on their participants learning.(cited in, Xhaferi, 2008) Schmitt (1997) prepared a VLS taxonomy using Oxfords (1990) work, distinguishing two broad types: discovery strategies (for initially learning a words meaning) and consolidation strategies (for remembering and using a word once it has been encountered), there may be some VLS in common for both. Schmitt asked 600 Japanese EFL learners using a survey to say how often they use different VLS, what they fell about the helpfulness of those strategies, and to mention the most helpful ones. Six strategies were common among the VLS rated most used and most helpful, which includes: using a bilingual dictionary, written repetition, verbal repetition, saying a new word aloud, studying a words spelling, and taking notes in class. Evaluating the results of the survey of strategies reported by groups of middle school, high school, university and adult EFL learners, Schmitt (1997) also noted that for some VLS the patterns of strategy use appeared to change over time (p. 224).(cited in, Xhaferi, 2008 ) Kojic-Sabo and Lightbown (1999) have done their research using a questionnaire adapted from Sanaouis work, a Yes/No test of academic vocabulary, and a cloze test for collecting data on the vocabulary learning approaches of 47 EFL and 43 ESL students in Yugoslavia and Canada. Their main findings strongly supported Sanaouis conclusions, which is more frequent and elaborate strategy use is linked to success in language learning, whereas lack of effort on the learners part relates to poor achievement (p. 190). In addition, time and learner independence were found to be the two measures that are closely related to success in vocabulary learning and higher overall English proficiency (p. 176). (cited in, Ruutmets, 2005 ) Fan (2003) conducted a large scale research, studying Chinese EFL learners in Hong Kong, evaluating the vocabulary tests and strategy questionnaires completed by more than 1,000 university students. Fan discovered that the most proficient participants of her study used several different strategies (notably using more sources, dictionaries, guessing, and known word strategies) significantly more often than the less proficient ones (p. 233), and she echoed Sanaouis (1995) view on the importance of review and consolidation in vocabulary learning (p. 234). Fan also noticed that strategy use are very complex and various noticeable differences existed between frequency of use and the reported, perceived usefulness of particular VLS of participants of her study. Fan (2003) thus concluded by emphasizing on the importance of helping EFL students understand the significance of VLS and encouraging them to develop effective strategies of their own.(cited in, Fan, 2003) In contrast with the large-scale studies mentioned earlier, which emphasize learners reported strategy use, Gu (2003) conducted a detailed case studies on the VLS of two successful Chinese EFL students (who were not English majors) using reading tasks, think-aloud protocols, and interviews to document their observed use of VLS. Building on their preferred learning styles (auditory and visual), Gus participants were highly motivated and employed a range of cognitive and metacognitive strategies and approaches in their EFL vocabulary learning. Gu (2003) concluded that the combination of these strategies and approaches created a vocabulary-learning art in which each participant exhibited the flexible and skillful analysis, choice, deployment, execution, and orchestration of all strategies at their disposal in accordance with their own preferred style of learning (p. 99). Gus (2003) study also revealed the value of interviews and case studies for VLS research. (cited in, Lessard-Clouston , 2008) There are some other notable researches. Peacock and Ho (2003) surveyed 1,006 Hong Kong EAP students in eight different disciplines and found that students in different fields use different language learning strategies, some of which correlated more highly with their participants English proficiency. Cognitive and metacognetive were the most frequent strategies used by students, and follow up interviews with 48 participants revealed that students outside of the humanities tended to use fewer strategies and viewed studying English to be of less importance than their disciplines.(cited in, Peacock Ho, 2003) Parks and Reymond (2004) have done a research with 28 Chinese NNES students studying MBA in Canada, they reported that the strategies their participants use varied significantly and changed over time, especially when later in the program for their study NNES students interacted with NES students in regular classes. Parks and Raymond thus concluded: In contrast to the rather simplistic notion evoked in certain portrayals of the good language learner, strategy use as reported herein emerges as a complex, socially situated phenomenon, bound up with issues related to personal identityà ¢Ã¢â€š ¬Ã‚ ¦ (p. 374). (cited in Park Reymond, 2004 ) In a recent, short term study Atay and Ozbulgan (2007) examined the VLS of 50 military ESP learners in Turkey, which its participants took part in a three week period study in two separated classes that each class was held for six hours a day. For comparing the two English Air Traffic Terminology classes Atay and Ozbulgan used a multiple-choice vocabulary test and a strategies questionnaire (p. 42). In their study they had two groups: a control group with no special training and an experimental group which was introduced to VLS and spent one of the six hours in class each day on focused memory strategy instruction (p. 44). On the vocabulary knowledge post-test, learners in the experimental group gained significant higher test scores than the control group (p. 45). The results of the strategies questionnaire among learners in the experimental group also indicated a major increase in the percentage of use and variety of strategies in the post-test (p. 46). (Cited in Atay Ozbulgan, 200 7 ) 2.3.1.2. National researches Eslami Rakhsh and Ranjbary (2003) investigated the metacognitive strategy training effects on the lexical knowledge development of 53 male and female Iranian students taking part in an intensive course of English in Tehran Institute of Technology aged 19 to 25. The results showed no significant difference in the vocabulary knowledge between two groups. However, the result of the post-test showed something different. At the end of the experience the experimental group showed progress in terms of lexical knowledge comparing to control group. Thus, the findings of this study indicate that explicit metacognitive strategies instruction has a positive impact on the lexical knowledge development of EFL students.(cited in, Kafipour et al., 2011 ) Marefat and Ahmadi (2003) studied on 60 Iranian female English language learner between the age of 15 and 17,in this study they wanted to examine the effect of teaching direct learning strategies (memory, cognitive, and compensation) and their subcategories on the vocabulary short term and long term retention. In fact, they are not concern about vocabulary learning strategies in this study; rather they want to examine the impact of learning strategies on vocabulary retention. As the result of the questionnaire showed, memory and cognitive strategies were used more than other strategies; moreover, learners strategy use in short-term retention vocabulary was more effective than in long-term retention. The results also revealed the superiority of memory strategy use both in short and long term retention.(cited in, Kafipour et al., 2011 ) Alavi (2006) in a research with 231 TEFL and non-TEFL undergraduate university students tried to investigate the frequency of use of cognitive and metacognitive vocabulary learning strategies. In order to do this three questionnaires were used, Oxfords (1990) classification of language learning strategies, Wendens (1987) classification of strategies, and Gu and Johnsons (1996) vocabulary learning questionnaire (VLQ). The results indicated that Iranian university students prefer cognitive strategies and they use it more frequently in their vocabulary learning process. The results also revealed that there is a significant relation between students major and their choice of strategies, their major significantly affects their choice. (cited in Alavi, 2006) Akbarys and Tahririans (2009) study can be regarded as one of the recent studies in vocabulary learning strategy area. They investigated vocabulary learning strategies use for specialized and non-specialized learning vocabulary among ESP students in different field of studies. 103medical and paramedical undergraduate Isfahan University of Medical Sciences students from 8 majors participated in this study all of which were passing their ESP course. For data elicitation three different methods were used; observation, interview and questionnaire. The finding of the questionnaire showed that the most frequent strategy was using bilingual dictionaries and the most commonly used learning strategy was oral and written repetition.(cited in, Akbary Tahririan, 2009) Gani Hamzah, Kafipour and Abdullah (2009) conducted a study in order to evaluate undergraduate EFL learners vocabulary learning strategies and its relation to the learners vocabulary size. 125 Iranian TEFL undergraduate students took part in this study. Two instruments were used to collect the data; Nations standardized vocabulary size test and Schmitts vocabulary learning strategy questionnaire adopted from Bennet (2006). The collected data were analyzed by descriptive statistics and multiple regression. The results indicate that Iranian undergraduate EFL learners are medium strategy users and determination strategy