Essay about Kfc Vietnam - 3051 Words

MARKETING AND MANAGEMENT EXECUTIVE SUMARY Table of Contents 1. Company Profile and History 4 2. Current Market Situation 4 2.1 PEST Analysis 4 2.2 Porter’s Five Forces 6 2.3 Competitor Analysis 7 2.4 Market Segmentation 8 3. SWOT and issue analysis 11 3.1 SWOT analysis 11 3.2 Key Successful Factors 13 3.3 Issue Analysis 13 4. Objectives 14 5. Marketing Strategy 14 Appendix 15 Figure 2 15 Reference 16 1. Company Profile and History Kentucky Fried Chicken (KFC), founded by Colonel Harland Sanders in 1930, has developed to become one of the largest fast-food chicken operator and franchiser around the world with more than a billion finger lickin good. In 1966, it went public and was acquired by PepsiCo, Inc. In†¦show more content†¦It made the cooking become faster to order and reduced the serving time. KFC Vietnam also use online website to provide customers another tool for ordering via phone. In the future, customers may also purchase KFC products and perform online transactions (KFC Vietnam 2008). 2.2 Porter’s Five Forces Threat of new entrants (Strong) Recently, Vietnamese government has applied Commercial Law that encourages foreign franchises coming to Vietnam market. Costs for establishing location, buying furniture etc. are not very high. Because the awareness of American franchise businesses is strong, many Vietnamese businesses interested in taking possession to operate American franchises (U.S Commercial Service 2009b). The American’s potential new entrants could enter Vietnamese market are McDonald’s, Carls Jr, Burger King, Taco Bell, Subway and etc. Bargaining power of suppliers (Moderate) The suppliers in Vietnam had moderate bargaining power. KFC Vietnam took the supply of fresh and quality chicken meat from Thai-invested CP Viet Nam Livestock Company and Long Binh which is a joint venture with France (ICARD 2004). KFC started helping local suppliers with technological support to improve their product. The strong relations between KFC and local suppliers lowered supplier bargaining power. Bargaining power of buyers (Moderate) The bargaining power of buyers in Vietnam isShow MoreRelatedKfc - the Best Fast-Food Restaurant1114 Words   |  5 PagesXuà ¢n Luà ¢n: 100035 [pic] 1. Why is KFC famous? Kentucky Fried Chicken, better known as KFC, is the largest chicken restaurant KFC is an internationally fast food industry in the world. KFC began with Colonel Harland Sanders, in America in the year 1939. They have the main ambition to increase maintain the quality in fast food industry. Their aim is to capture the fast food market. Every day, more than 12 million customers are served at KFC restaurants in 109 countries and territoriesRead MoreMarketing Assignment3297 Words   |  14 PagesMcDonald is â€Å"better, not just bigger†, the company want to serve customers in the best things. 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Cheap Amusement Book Review Free Essays

Dereck Rickman Scott Keys History 9September2012 In the book, Cheap Amusements: Working Women and Leisure in Turn-of-the-Century New York, Piess takes the reader on the journey of trials and tribulations in working-class women’s lives in the turn of the century. Going in depth of the unfair familial roles and societal female disparities, all the way to what women liked to wear and do for leisure, Piess allows the reader to step into a time machine and gives them a first-class look into what a woman’s daily life was like in late 1800’s and early 1900’s. By using ‘expert’ sources and ‘investigators’, Piess succeeds in her goal by honing in on a specific time and topic which allowed the reader to feel as if they were reading an in-depth history textbook on the matter, but failed at providing deeper substance and backbone through concrete details. We will write a custom essay sample on Cheap Amusement Book Review or any similar topic only for you Order Now Starting off by explaining the typical family roles in the turn of the century, Piess expresses how while the men may spend his evenings at a local saloon, at a baseball game or reading his daily paper, the women would often be expected to work her â€Å"double day†. Piess explains this concept of the double day to be that the woman is expected to go about her daily work day of typically â€Å"domestic servants, needlewomen, laundresses†¦Ã¢â‚¬  (Peiss 1986), and come home to start her other job, being the housewife. The housewife duties usually entailed cooking, cleaning, washing, scrubbing, and most importantly†¦ making her husband and kids happy. All the while, when the woman got her hard earned paycheck, it was expected to go towards family needs. Even as young women in the family home, young working girls were expected to hand over their paychecks in their entirety while their male counterparts were only asked for a small portion of their earnings. Even though women were getting paid at lower wages and it being justified because women were seen as â€Å"temporary wage-earners who worked only until marriage† (Peiss 1986), Piess automatically shows the struggles and disparities women faced in the work field and even at the home front. Even if the young girl or woman say the disparities for what they were, she were to keep her opinions of the unjust actions to herself or she would find herself alienated and estranged from her own family. Even though the disparities and unequal behavior was seen and picked up throughout the book, Piess moves on to lighter topics such as leisure and fashion. â€Å"Not content with the quiet recreation in the home, they [women] sought adventure in dance halls, cheap theaters, amusement parks, excursion boats, and picnic grounds† (Peiss 1986). Women would often time seek refuge through the cheap amusements they would find in their spare time. If not the small concept of gossiping on the walk home from work, going to parks, or catching a small gossip break at work, women would often frequent the local dance halls where most of the time their admission was waived or lowered. These dance halls were a way for women to dress in their flashiest attire, talk in their unladylike manner, be pursued by the opposite sex, consume alcoholic beverages, and let loose on the dance floor. When it came to fashion and and the pursuance of men in the dance halls, the two went hand and hand. Piess found that a pair of sisters frequently opted out of such social gatherings simply because they could not afford the fashion to attract the likes of the opposite sex; â€Å"’We have not the money for pretty clothes to attract the boys who would really care for us and of course we have no money to pay for our own amusement, and as a result we stay at home’† (Peiss 1986). Even if it was a new hat to wear to work, women would find the means to get their feminine itch for retail†¦ even if it meant going without a meal or walking the great lengths to work. Even when women were at the leisure, they were still being treated as unequal partners to the superior man. When out at a dance hall, men would choose who they wish to dance with and it was customary for women, like it or not, dance with the man who chose them for at least the remainder of one song. Peiss explains a process that was customary at dance halls and is even seen at modern day clubs, â€Å"At the beginning of a dance, women would dance together, with the men watching them from the sidelines; then ‘the boys step out, two at a time, separate the girls, and dance off in couples’† (Peiss 1986). The aforementioned process was known as â€Å"breaking† in which the women involved had no say in who she wished to dance with. If a man were to â€Å"treat† a woman, it was only polite that the woman dish out something in return. Be it flirtatious notions or sexual gestures, women were expected and most of the time willful partner in the prostitution-like proposition of the male and female interaction. â€Å"’Many women do their washing in this yard,’ noted a middle-class tenement inspector† (Peiss 1986). Piess uses inspectors and random sources throughout her book as guides to prove or solidify her point. What I was very curious about was who these people were in which she was quoting. I do appreciate the fact that she uses outside sources, but who are these outside sources and how reliable can they be? When it comes to her more specific sites, such as, â€Å"’Some never boarded a street car for an evening’s ride without planning days ahead how they could spare the nickel from their lunch or clothes money’ noted reformer Esther Packard, describing women who lived on six dollars a week† (Peiss 1986), Peiss never goes into depth who the source is or a deeper back-story to the individual that the reader would really be inclined to know. When Piess was able to give names to the quotes she used, it showed credibility and left the reader wanting more of an understanding of the person’s story. Though Peiss did a phenomenal job at proving her thesis in the sense of giving a book on a specific time and topic, she failed to give the reader some real life backbone through a more personal aspect. The reader is left feeling the need of wanting more from the sources rather than from Peiss as a historian. Just as a simple observation was made throughout the length of the book, it seems that Peiss may have been suggesting a certain parallel that is seen in the 1890’s-1920’s in comparison to today’s world. When referring to the saloons and how women who came unescorted by a male counterpart was seen as â€Å"fair game†. In today’s world, if a woman attends a bar without a man, she is also seen as such game. Though the dangers as being seen as a prostitute are not paralleled between the two different eras, the concept of men pursuing an unescorted female in such a setting remains consistent. In another similar tone, the notion Peiss points out of dance halls either lowering their fares for women or waving the fare altogether is consistent with the parallel thought of clubs often times lowering or waving cover charges for women for the simple fact of luring women into their establishments. Peiss explains that owners of dance halls would alter their fees for women because women were usually unable to afford the fee and the owners really wanted more women, like today, to be at their establishment so the men would also come and lavish the women with drinks. Other similarities are seen throughout Peiss’ work such as women going on outings in pairs or groups of women, and also how when on the outings their â€Å"popularity† with the men is dependent on their willingness and capability to drink alcohol. An Appalachian State University student, John C. McKnight at www. scribd. com boldly and confidently states, â€Å"Her study should be considered a valuable source by all historians and should become a reoccurring theme of the Gilded and Progressive Era as far as the history of American woman is concerned† (McKnight 2011). Though I could understand where Mr. McKnight is coming from as far as the history aspect is concerned, to go as far as to openly say that this piece of work should be considered a valuable source and should become a reoccurring them is a tad outlandish. As far as a concentrated topic of a forty year time span is concerned, Peiss did a phenomenal job at capturing the essence of a fairly large group of women. But the fact of the matter is that Peiss only concerned herself with a forty year window of a specific gender, of a specific class. Moreover, it took her nearly two hundred pages to repeat her central idea several times over. Peiss, though could manage to make her book a less repetitive insight into working women’s leisure, did a great job at showing the reader what life looked like at the turn of the century for working class women. Peiss created a very narrow window for the reader to look into and gave them a concentrated view of what a certain time frame looked like for a specific group of people in a certain social class. The book was very well organized and was interesting in its topic of choice. I believe that this is an â€Å"O. K. † book for historians to engage in. Besides the book’s incredible organization and interesting topic, the book itself is very repetitive and I believe too concentrated to take much more than needed on the concept of working-class women and their leisure time in the turn of the century. Bib Mcknight, John C. â€Å"Cheap Amusements Review. † Scribd. N. p. , n. d. Web. 18 Sept. 2012. http://www. scribd. com/doc/16674845/Cheap-Amusements-Review. 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Personality profile Elyn Saks free essay sample

Abstract The current personality profile looks at Elyn Saks’ personality. Elyn Saks is a high-achiever diagnosed with schizophrenia. She began to have the symptoms in the early childhood, but managed to live with them. Currently, she is a professor at University of Southern California Law School and adjunct professor of psychiatry at the University of California, San Diego. Her personality is analyzed using multiple classical approaches of personality psychology represented by such famous theorists as Sigmund Freud, Carl Jung, Erik Erickson, Hans Eysenck, Gordon Allport, Burrhus Frederick Skinner, Albert Bandura, and Abraham Maslow. As he main source, her autobiographical book The Center Cannot Hold: My Journey Through Madness was used (Hyperion, 2007). Theory of Sigmund Freud Sigmund Freud is the founder of Psychoanalysis. Psychoanalysis focuses on the unconscious aspects of personality, of which a person is unaware. The conscious on the other hand is that which is within our awareness. In 1923 Freud described his constructs of the id, ego, and superego. The id is the most primitive part of our personality. It operates according to the pleasure principle and it simply seeks immediate gratification. Freud believed that the unconscious possesses the libido, a flowing, dynamic force. The ego is extremely objective and operates according to the reality principle, dealing with the demands of the environment. It regulates the flow of libido and keeps the id in check, thus acting as a control center of the personality. It is the superego, which represents the values and standards of an individuals personality. The superego is a characteristic of the personality which strives for perfection. Freud placed great importance on the early years of childhood and introduced psychosexual development stages (oral, anal, phallic, a period of latency, and genital). If a child spends more time in a particular stage then he/she ought to, it leads to a fixation or an incomplete development of the personality. A critical event during the first five years of life is the experience of Oedipus and Electra conflicts (boys sexual attraction toward their mothers and girls sexual attraction toward their fathers, correspondingly). Another major aspect of psychoanalysis is the development of defense mechanisms. According to the theory defense mechanisms are used by the ego to protect the person from anxiety. They include repression, reaction formation, denial, projection, displacement, sublimation, regression, and rationalization. Psychoanalysis is also a therapy. It is based on the observation that individuals are often unaware of many of the factors that determine their emotions and behavior. Psychoanalytic treatment demonstrates how these unconscious factors affect current relationships and patterns of behavior, traces them back to their historical origins, shows how they have changed, and helps individuals to deal better with the realities of adult life. Elyn Saks from the Prospective of Sigmund Freud’s Theory One of the best theories to analyze Elyn Saks’ personality is psychoanalytic theory. In her book The Center Cannot Hold, Elyn (2007) claims that her talk therapy, based on psychoanalysis, is as important for her as antipsychotic medication. Moreover, in addition to being a legal professor at the University of South California, she is a research clinical associate at the New Center for Psychoanalysis. Although, Elyn herself prefers Kleinian analysis (a treatment advocating that patients unleash their fantasies during sessions), it found its origin in the work of Sigmund Freud. I will attempt to analyze Elyn’s personality using several concepts of Freudian theory, such as the structure of the mind, psychosexual development, and defense mechanisms. Also, I will tell why Kleinian analysis worked for Elyn better than Freudian. In my opinion, Elyn’s id is strongly suppressed by ego and superego. She never let her sexual libido rule her life. Elyn has an exemplary ability to delay gratification. However, there were several occasions when she followed the pleasure principle, which was in her adolescent period (somewhere in genital stage, according to Freud). She tried illegal drugs: marijuana and mescaline, and Elyn learnt what kind of consequences it brings about. After use of mescaline, her hallucinations persisted, and she felt cognitively dysfunctional for a long time. Also, according to update research, use of marijuana in adolescent period can trigger the onset of schizophrenia (Eggan Lewis, 2006). However, in later life, I cannot mention any bright examples of Elyn’s id acting out. Her ego kept the id in control, and dealt with the problems of real world more than successfully despite the devastating effect of schizophrenia. She did not lose the ability to plan and act in order to achieve any goal. Regardless the burden of the â€Å"thought disorder†, Elyn solved real problems sometimes better than a person without any mental illness. She planned her career, passed her exams and wrote the best papers, as well as managed her finances. I think it proves that Elyn’s ego is very strong. But, in my opinion, her superego is even stronger and has ascendency over her personality. Elyn strived for the perfection; it mostly reveals in her academic achievement. Her high moral standards include helping others. For example, she volunteered provide advocacy for a mentally retarded patient, in order for him to move from the hospital back into community. One of Elyn’s most important â€Å"moral rules†, which was instilled from the childhood, is the belief that she must be strong and â€Å"fight it†, as well as that she can take everything under her control. This feature of her superego helps her to cope with the symptoms of schizophrenia: she tried to act normal while psychosis, she ignored everyday hallucinations and kept working in spite of the cognitive symptoms. However, sometimes superego made her fell into a pitfall. Her â€Å"ideal self† wanted her to be in control of everything, including her mental illness. It led her to the false assumption about her ability to live without medication, and subdue schizophrenia independently. Her superego made her experimenting with the â€Å"tapering† and, as a consequence, falling into crisis plenty of times. It took her long years to realize that sometimes we cannot â€Å"fight it† on our own, and tame this aspect of her superego. Looking at Elyn’s psychosexual development, it is possible to trace her fixation at the oral stage. She fits the definition of a person who seeks interesting experiences (her experiments with drugs) and knowledge (constant reading and academic achievement). Also, she derived pleasure from being close to others. Although, her mental illness hobbles her in social aspect, she always finds friends and connects to them very strongly. For example, after her friends, Kenny and Margie, left the Vanderbilt University, she â€Å"sobbed for hours, inconsolable†, and â€Å"for weeks afterwards, had no energy, no focus† (p. 48). Each separation for her was a tragedy (the most painful one was with her first therapist, Mrs. Jones). Elyn was attached to her family and all her therapists. Also, she reached full happiness, when her dream about the mate came to fruition, and she met her husband Will. In addition to all those attributes of the fixation at oral stage, Elyn smoked for a long time. Among the defense mechanisms, Elyn used denial most vividly. At some point of her life, Elyn’s ego was threatened to acknowledge that she had the mental illness. She denied the fact that it is permanent and not just a transient problem. In the same manner, she denied the constant need for medication. Fortunately, her therapists and friends helped her to admit those facts and she coped with the problems successfully without employing the denial defense mechanism. As I have mentioned earlier, for the treatment of schizophrenia, Elyn Saks preferred Kleinian psychoanalysis to Freudian one. According to Freud, psychosis is too narcissistic, too inward-looking, to allow the patient to develop a transference relationship with the analyst (intense feelings, beliefs, and attitudes the patient unconsciously recalls from early life and then directs to the analyst), which is crucial for the client’s progress (Freud, 1924). In contrast, Melanie Klein believed that people with psychosis could benefit from analysis and that the necessary transference would develop. It was her theory that psychotic individuals are filed with (even driven by) great anxiety, and that the way to provide relief is to focus directly on the deepest sources of that anxiety (Klein, 1975). During the sessions, the patient is given the freedom to reveal all hidden fantasies and pronounce all inappropriate thoughts. For that reason, Elyn, being most of the time in control of her disorganized thoughts and emotions, found help in this type of treatment. In public, she suppressed all the features of her illness, while at the therapist’s office she was given an opportunity to reduce the tension. Also, in my opinion, her fixation at the oral stage with the affixed to it proneness for dependency and attachment, assisted Elyn in the development of the transference. The Theory of Carl Jung Carl Jung was a founder of analytical psychology (Friedman Schustack, 2003). He is best known for his theories of the collective unconscious, including the concept of archetypes and complexes. Along with Sigmund Freud, Jung pioneered modern theories of the relationships between the conscious and unconscious aspects of mind. But while Freud postulated a psychosexual explanation for human behavior, Jung perceived the primary motivating force to be spiritual in origin. According to Jung, it was from the soul that the complementary drives of differentiation and integration arose, fueling the processes of growth, development, and healing. Mental illness arose when these processes were thwarted. Jung emphasized each person’s uniqueness and believed that the goal of life is individuation, the process of coming to know, giving expression to, and harmonizing the various components of the psyche. Also, in his theory distinguished two general attitudes introversion and extraversion; and four functions thinking, feeling, sensing, and intuiting. In addition, Jung’s theory incorporates the notion of two opposing archetypes that represent the differences between our outward appearances (persona) and our inner selves (shadow). Other two important archetypes are the animus (the male element of a woman) and anima (the female element of a man). Elyn Saks from the Prospective of Carl Jung’s Theory I find it difficult to apply some of Carl Jung’s unique concepts, such as complexes and collective unconsciousness, analyzing personality of Elyn Saks. Among archetypes, I would use only two in order to explain Elyn’s personality. Also, Jung’s attitudes and functions are quite helpful, too. Complexes are unconscious and repressed emotionally-toned symbolic material that is incompatible with consciousness. According to Jung, they can cause constant psychological disturbances, but, with proper intervention, they can become conscious that will greatly reduce their impact (Friedman Schustack, 2003). Applying this notion to Elyn’s personality, and, particularly, to her diagnosis, the controversial opinions might arouse. On one hand, schizophrenia is proved to be organic disorder of the brain, and, thus, cannot be caused by the complexes (Friedman Schustack, 2003). On the other hand, psychoanalysis based on revealing emotionally charged feeling, thoughts, and ideas that were suppressed into unconsciousness, which Jung defines as complexes, helped Elyn to maintain the balance and cope with her disease (Saks, 2007). The collective unconscious is a large group of archetypes (powerful emotional symbols) (Friedman Schustack, 2003) that are derived from the emotional reactions of our ancestors to continually repeating events. Examples would be the magician, hero, and the trickster. I could not discern any of those archetypes, or similar to them, in the personality of Elyn Saks. Also, I think that Jung’s believe that the origin of mental illness is â€Å"the soul† does not explain schizophrenia of Elyn Saks (and of any other person) in any aspect. However, Elyn can be analyzed from the perspective of Jung’s attitudes and functions. In my opinion, Elyn’s nature is extroversion. She is in need for sociability, and close people are a source of energy for her. In her adolescent years, previous to the onset of her illness, she enjoyed going out with friends. But, unfortunately, schizophrenia marked her for life as an introvert. She became more reflective and in need for privacy and space, especially when her symptoms begin to appear. Also, in my opinion, among four functions of Jung’s theory, thinking and feeling functions are the most developed in Elyn’s personality. The fact that she graduated with the degree in philosophy from Oxford University proves that she has unquestionable logic (with the exception of while having a psychosis). She sees cause and effect relations in every situation, a quality without which she would not be able to achieve what she did. Elyn’s feeling function remained intact by schizophrenia as well: she is creative, warm, and intimate. She did not lose the sense of positive and negative values; she was able to create multiple bonds with other people and a happy family. Although Elyn’s sensing function must have been devastated by her illness, the vivid and exact description of psychosis and disturbed senses in the book The Center Cannot Hold might imply extraordinary sensing function in Elyn. As for intuitive function, I think it was rarely employed in her life: she has always relied on reasoning and judgment more than on intuition. One of my favorite Jung’s archetypes, persona and shadow, are very applicable in description Elyn Saks’ personality. Moreover, she also identified them in her book, but under different names. Persona, or the mask we present to the world, is designed to make a particular impression on others, while concealing our true nature. Elyn’s persona is â€Å"Professor Saks†, who represents herself to the society as structured and official high-achiever. One of Elyn’s shadows (the side of the personality, which she does not consciously display in public) is â€Å"Lady of Charts†, a woman diagnosed with schizophrenia, sometimes pinioned to the hospital’s bed, disheveled and emaciated. Another shadow is â€Å"Elyn†, warm, sensitive, and strong women. This shadow is responsible for keeping â€Å"Lady of Charts† far away in the closet, as well as for discouraging â€Å"Professor Saks† to take everything, including schizophrenia, â€Å"under total control†. During one of the therapeutic sessions, Elyn’s doctor, encouraged her to transfer â€Å"Elyn† from shadow status to persona status, by disclosing those three sides of her personality and advising to associate her Self with â€Å"Elyn†, more than with any other (Saks, 2003). The Theory of Erik Erikson Erikson was a Neo-Freudian (Friedman Schustack, 2003). He has been described as an â€Å"ego psychologist† studying the stages of development, spanning the entire lifespan. Each of Erikson’s stages of psychosocial development is marked by a conflict, for which successful resolution will result in a favorable outcome, for example, trust vs. mistrust, and by an important event that this conflict resolves itself around, for example, meaning of ones life. Favorable outcomes of each stage are sometimes known as â€Å"virtues† (Erikson, 1963). Eriksons research suggests that each individual must learn how to hold both extremes of each specific life-stage challenge in tension with one another, not rejecting one end of the tension or the other. Only when both extremes in a life-stage challenge are understood and accepted as both required and useful, the optimal virtue for that stage can surface (Bukatko Daehler, 2004). The Erikson life-stage virtues, in the order of the stages in which they may be acquired, are: (1) Trust vs. Mistrust, (2) Autonomy vs. Shame and Doubt, (3) Initiative vs. Guilt (4) Industry vs. Inferiority, (5) Identity vs. Role Confusion, (6) Intimacy vs. Isolation, (7) Generatively vs. Stagnation, and (8) Ego Integrity vs. Despair. Elyn Saks from the Prospective of Erik Erikson’s Theory I think Erik Erikson’s theory of psychosocial development is useful in explaining Elyn’s personality. In my opinion, on the stages she has already gone through, she resolved most of the conflicts successfully. I believe on the first stage, during the first year of life, we can conclude that Elyn developed the trust and hope. She gained confidence and security in the world around her because her parents were â€Å"loving, hardworking, †¦ and more often than not, kind† (p. 11). In other words, her caregivers were reliable enough to provide her with the background that helped her trust the people around her (e. g. , her therapists) and not to give up in the battle with her mental illness. On the second stage, which takes place between age one and three, Elyn acquired autonomy and will. Assumingly, her parents did not criticize or overly control her, but rather gave Elyn the opportunity to assert herself by encouraging and supporting her increased independence. Due to this reason, she became more confident and secure in her own ability to survive in the world. She left parent’s home when she started college, and since then she was able to maintain her independence throughout her life in spite of the difficulties she faced. That developed a remarkable will in her personality, which is indicated in every aspect of her life (e. g. , achievement in career, coping with schizophrenia symptoms, ability to delay gratification). On the third stage (age 3-6), Elyn resolved the conflict toward initiative and purpose. It can be inferred from her book that Elyn’s parents did not control her to the point of being excessive and criticize her own decisions. They were tolerant even to her â€Å"little quirks† (e. g. , aligning shoes â€Å"just right†, or washing hands several times). As a consequence, Elyn developed a sense of initiative and the ability to lead others and make decisions. On the fourth stage (age 6 to puberty), Elyn developed the sense of industry. She was encouraged and reinforced for her accomplishments (e. g. , good grades), especially by her mom: â€Å"Dad was not a praiser, so he never complimented anyone. But Mom did, and Warren [brother] and I competed for her attention† (p. 15). It developed the feeling of confidence in her ability to achieve the goals, which played a crucial role in reaching her full potential. Her industry helped her to acquire the notable competence in different areas: philosophy, law, and mental illness. However, during her adolescent years, Elyn resolved the conflict of the fifth stage toward unfavorable outcome: role confusion. According to Erikson, during this period, adolescents explore possibilities and begin to form their own identity based upon the outcome of their explorations. Elyn’s explorations that started in Mexico led to the drug use, and her parents did not want her to â€Å"explore† in this direction. After she stated that if she wanted to use pot, she would, and â€Å"there is not much you can do about it† (p. 25), her parents sent her to rehabilitation center. She had to conform. As a result, she had difficulty to answer such questions as Who am I? How do I fit in? Where am I going in life? As a result, took her many years before she settled down in the professional aspect: first she got her degree in philosophy, and only afterwards she realized that she wants to go to law school. On the sixth stage, which starts in young adulthood, Elyn acquired the sense of intimacy and love. She developed many long-term close friend relationships. Although, she did not settle down in young adulthood because she still was in school, as soon as she acquired a tenure (middle adulthood), she made a long-term commitment with her husband, Will. Currently, Elyn is on the seventh stage of her psychosocial development. During this stage the measures of accomplishments and failures takes place. I can make the prognosis that Elyn will solve the conflict on this stage toward the favorable outcome, generatively. She has achieved a lot in her career; she is settled in the relationships; she published a book that helped thousands of people; she is still learning a lot (the attendance of the school of psychoanalysis). In my opinion, there are no indications for her settling with stagnation. Similarly, I would predict favorable outcome (Ego-Integrity) on the eight stage of Elyn’s life. However, she still has it ahead of her. The Theory of Hans Eysenck Eysenck’s theory is based primarily on physiology and genetics (Friedman Schustack, 2003). Although he is a behaviorist who considers learned habits of great importance, he considers personality differences as growing out of our genetic inheritance. He is, therefore, primarily interested in what is usually called temperament. Eysencks original research found three main dimensions of temperament: neuroticism, extraversion-introversion, and psycoticism. Neuroticism is the factor that Eysenck determined encompassed people who are calm and collected to those who are high strung or nervous. A primary example of this is a persons response to emergencies. Some people are calm and able to deal with things, some are fearful and emotional, and some are terrified by even minor incidence. Eysenck hypothesized that explanation to this might be that neurotic people have a more responsive sympathetic nervous system than others. The introversion-extroversion concept includes the idea that extroverts have a relatively low brain arousal, and so they seek stimulation. Introverts, on the other hand, are thought to have a higher level of central nervous system arousal, and so they tend to shy away from stimulating social environments. Psychoticism includes the tendency toward a psychopathology, involving impulsivity and cruelty, tough-mindedness, and shrewdness. High psychoticism does not mean a person is psychotic or doomed to become so. According to Eysenck, he/she exhibits some qualities commonly found among psychotics, and may be more susceptible, given certain environments, to becoming psychotic. The qualities found in high psychoticistic people include certain recklessness, a disregard for common sense or conventions, and a degree of inappropriate emotional expression (Friedman Schustack, 2003). Elyn Saks from the Prospective of Hans Eysenck’s Theory In my opinion, only a part of Hans Eysenck’s Theory explains the personality of Elyn Saks. I would identify her as highly neurotic and introvert, but, perhaps, surprisingly, I am hesitant to call her psychotistic. I think Elyn is definitely neuroticistic and introverted. Eysenck identified that people with obsessive-compulsive disorders and phobias tended to be high on neuroticism and introversion (Eysenck, 1967). He explained it by hypothesizing that highly neuroticistic people over-respond to fearful stimuli. If they are introverts, they will learn to avoid the situations that cause panic very quickly and very thoroughly, even to the point of becoming panicky at small indications of those situations. In one of her interviews, Elyn confessed: â€Å"I was fearful. I had some phobias. I had some obsessions. I had some kind of intense fears† (Saks, 2008). It is confirmed in her book (Saks, 2007). For example, in the childhood she could not leave her room unless her â€Å"shoes were all lined up†, she could not go to sleep until her â€Å"books were organized just so† (p. 11), and she had to wash her hand sometimes two or three times. Also, she had some irrational fears (similar to the fear of bogyman) much longer than other children. Evaluating Elyn on the third dimension of Eysenck’s model, psychoticism, I tend to think of her personality as of non-psychotistic. Although Elyn is schizophrenic and has lots of psychotic episodes, which sometimes include even homicide ideation, it is unjustifiable to call her personality psychoticistic. Eysenck attributes to those people such qualities as impulsivity, cruelty, and tough-mindedness, which are just the opposite of the Elyn’s personality most of the time, while she is stable and non-psychotic (Friedman Schustack, 2003). This controversial situation proves once more that our psyche is very complex, and it is difficult to differentiate some of its aspects. The Theory of Gordon Allport Allport is known as a trait psychologist. He argued that some characteristics of human personality are shared (he termed these common traits) and some are peculiar to the individual (he termed those personal dispositions). Personal dispositions that exercise an overwhelming influence on behavior are called cardinal dispositions. Personal dispositions that are the basic building blocks that shape most of our behavior (although they are not as overwhelming as cardinal traits) are called central traits. Central traits are general characteristic found in some degree in every person. An example of a central trait would be honesty (Friedman Schustack, 2003). Elyn Saks from the Prospective of Gordon Allport’s Theory Theory of Gordon Allport does a very good job in explaining Elyn’s personality due to the fact that Allport concentrated on the uniqueness of personality (Friedman Schustack, 2003). Cardinal disposition of Elyn Saks can probably be assigned to her being a highly functioning person with schizophrenia (Saks, 2007). Her central dispositions are probably constant seeking of knowledge and striving for the control over one’s life. Also, such common traits as desire for success and achievement-motivation are explicit in Elyn’s personality. The Theory of Burrhus Frederick Skinner Skinner’s concept of operant conditioning assumes that the behavior that is reinforced is more likely to be repeated in the future, and less likely to be repeated if punished. Skinner argued that responses shaped by environmental consequences, taken together, are what we call personality. He emphasized that environment is of primary importance even in hereditary characteristics. According to Skinner, psychopathology is learned in the same manner as all other behaviors: the adaptive or maladaptive behavior is learned by reinforcement (Friedman Schustack, 2003). Elyn Saks from the Prospective of B. F. Skinner’s Theory In my opinion, Skinner’s theory explains some aspects of personality (behavior) of Elyn Saks, while some of the concepts I find not to be applicable. I think Elyn’s achievement-motivation can be explained by the fact that she was reinforced from the early childhood by her parents to attain goals, such as good grades (Saks, 2007). Also, her desire for control over her life is probably quite conditioned. Her parents, as well as people at rehabilitation center, praised her for being in control. For example, while being a teenager, she lost a lot of weight by controlling her diet. Her parents wanted her to put the weight back on, and they could do it only by challenging her â€Å"to prove that she is in control† (p. 16). After she came back to her normal weight, they stopped reprimanding her, which is the example of negative reinforcement. However, Skinner’s explanation of psychopathology, in my opinion, does not fit Elyn. Skinner claimed that people with mental problems have either not learned the appropriate response and have a behavioral deficit, or they have learned the wrong response. Thus the treatment for mental illness is to create environmental settings that reward desirable behavior (Friedman Schustack, 2003). Although, this approach works quite well for children with cognitive and emotional disabilities, I think it does not in case of schizophrenia. It is widely known that schizophrenia is a brain disorder, not a learned behavior, and general clinical practice, as well as Elyn’s personal example, proves it. The Theory of Albert Bandura The main concept of Bandura’s theory is observational learning, or vicarious learning, which is also called modeling because a person forms himself or herself in the image of another. Bandura theorized mechanisms by which people can learn simply by watching others perform a behavior. They learn without performing the behavior themselves and without being directly rewarded or punished for the behavior (Friedman Schustack, 2003). Elyn Saks from the Prospective of Albert Bandura’s Theory In my opinion, it is almost impossible to explain Elyn Saks’ personality by Albert Bandura’s theory, using the references I possess. None of them provide information about her using a model for any type of Elyn’s behavior. Describing her childhood, she does not refer to anybody, even her parents, as a role model. I guess she was learning primary through operant conditioning than through observational learning. The Theory of Abraham Maslow Abraham Maslow’s name is strongly associated with the hierarchy of needs (Friedman Schustack, 2003). His hierarchy includes: physiological needs, safety needs, belongingness and love needs, esteem needs, and self-actualization motives. Maslow emphasized the importance of self-actualization, or the innate process by which one tends to grow spiritual and realize one’s potential (Friedman Schustack, 2003). Elyn Saks from the Prospective of Abraham Maslow’s Theory From the Maslow’s view point, Elyn most likely would be defined as self-actualized person. Self-actualized people tend to be independent, resist social pressures, and freedom-loving, and have a high need for privacy (Friedman Schustack, 2003). Elyn fits all of those definitions, in my opinion. She went through the process of establishing herself as a whole person and developed the abilities to understand herself. As a result, she self-actualized herself in her career. At University of Southern California, she throws herself into writing and spends nearly every waking hour in her crowded office in the law school. Since her arrival at USC, she has been among the school’s most productive and respected scholarly writers (University of Southern California Faculty Directory, 2008). Furthermore, the main aspect of her self-actualization is the desire to help other people with mental illness and their families. During the presentation of her book, she states: â€Å"I wanted to write this book to give hope to people who suffer from schizophrenia and understanding to people who don’t†¦I hope this story will help implode the myths that surround mental illness†. Moreover, revealing her secret, she realized that her hard-earned career could come crashing down. A colleague suggested that Saks write under a pseudonym. But Elyn refused to that because that would send the wrong message, as she explained (Saks, 2008). â€Å"Elyn,† her colleague reasoned, â€Å"do you want to be known as a schizophrenic with a job? †And she did have her doubts, because even while properly medicated, she still harbors several irrational thoughts each day, but she manages to dismiss the obsessions. However, she published her book, and now it gets wonderful reviews from prestigious publishers, doctors, as well as patients and their families, whom this book gave a real hope. Summary Elyn R. Saks, training to be a psychoanalyst, specializes in mental health law, criminal law, and children and the law. Her recent research focused on ethical dimensions of psychiatric research and forced treatment of the mentally ill. She also teaches at the Institute of Psychiatry and the Law at the Keck School of Medicine at USC and is an adjunct professor of psychiatry at the University of California, San Diego. In her capacity as associate dean, Dean Saks oversees research and grants at USC Law. Before joining the USC Law faculty in 1989, Dean Saks was an attorney in Connecticut and instructor at the University of Bridgeport School of Law. She graduated summa cum laude from Vanderbilt University before earning her master of letters from Oxford University and her J. D. from Yale Law School, where she also edited the Yale Law Journal. To analyze her personality, it was beneficial to look at it from the many theoretical perspectives provided by personality psychology. These approaches included: psychoanalytic, neo-analytic, biological, trait, behavioral, and humanistic (Friedman Schustack, 2003). From the current personality profile, it is possible to conclude that the main factors that influenced her personality were the need for high achievement and a mental illness, schizophrenia. Unfortunately, none of the personality theories defined this mental illness as a brain disorder (Friedman Schustack, 2003). However, overall development of Elyn Saks’ personality and her high achievements were explained very well by the majority of the theories listed in this personality profile. In my opinion, psychoanalytic and humanistic approaches were the most applicable.

Medication Errors in Nursing Ethics of Veracity and Gate Keeping Essay Example

Medication Errors in Nursing: Ethics of Veracity and Gate Keeping Paper Part of the nursing ethics is the immediate reporting and filing of any medication error committed during the span of nurse’s duty. Standard protocol mandated by most institutions is the placement of incident report upon committing the mistake; however, practitioners do not place these records on the patient’s permanent database or even on the patient charts to avoid compromise of their medical comrades. The main issue confronting such practice is the ethical principle of professional gate keeping versus duty of veracity and the violation of patient’s right to know every event of the care process. b. Problem Background Based from the definition of National Coordinating Council for Medication Error Reporting and Prevention (NCCMERP), medication error is considered as â€Å"any preventable event that may cause or lead to inappropriate medication use or patient harm while the medication is in the control of the health care professional, patient or consumer† (NCCMERP; cited in Brendle, 2007 p. We will write a custom essay sample on Medication Errors in Nursing: Ethics of Veracity and Gate Keeping specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Medication Errors in Nursing: Ethics of Veracity and Gate Keeping specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Medication Errors in Nursing: Ethics of Veracity and Gate Keeping specifically for you FOR ONLY $16.38 $13.9/page Hire Writer 146). Nurses are confronted by medication errors often times and the act of filing an incident report to alert other members of the health care team is indeed the best collaborative intervention supported by their duty of nonmaleficence (Yeo and Moorhouse, 1996 p. 295). However, these reports are purposely undocumented in the patient charts or permanent records to prevent the risks of legal suit against the practitioner who committed the error, which arguably contradicts to the ethical principle of nurses’ duty of veracity. II. Review of Literature a. Medication Error Medication error is a critical violation of the five rights of medication administration, which can lead to legal liabilities of malpractice or incompetence (White, 2000 p. 486). According to the reports made by the Institute of Medicine (IOM), medication errors are the most prevalent health care errors in the hospital practice affecting approximately 3. 7% of the patients (Brendle, 2007 p. 146). In case of medication errors, the nurses are obliged legally and ethically to report them directly to the nursing manager or in charge physician as mandated. According to Josephson (2005), improper medication administration can double the risk of the patient from dying due to the complications brought by the misadministration of the drug (p. 53-54). IOM reports state that medication errors approximately cause 44,000 to 98,000 deaths annually with liability and health care costs accounting to U. S. $17 to $29 billion each year (Brendle, 2007 p. 146). b. Professional Gate Keeping: Process of Containing the Error Part of the medical team code is to protect the credentials and status of their co-health care providers from external professional threats, which is known as professional gate keeping (Pickering and Thompson, 2001 p. 156-157). According to Timby (2008), after committing a misadministration of medication, the nurse immediately files the incident using the incident sheets or accident form to document the incident; however, this document is not made available via the patient’s permanent record or chart documentation as a form of professional gate keeping (p. 775). Medication errors are filed using this reports to formally endorse the facts of the incident to either the physician or nursing manager. According to Roe (2002), once the incident report has been submitted, the nurse responsible for the mistake must document the interventions done (e. g. administration of antidote, etc. ), individual responsible for the counter intervention and time and date (p. 6). The incident report and the exact details of the mistake are not documented in the patient chart to protect the practitioner from legal suit (Timby, 2008 p. 775). Even if the documentation of the incident is ethically compromised based on the principle of veracity, the health care team ensures the reversal and cure of any possible complications dealt by the misadministration of the drug. According to Williams (2008), it is always important to perform timely and accurate documentation in order to prevent the misadministration of any medication. Training nursing staffs on the different error-preventive systems have become crucial to the management of the workforce. Capriotti has emphasized the need for periodical review and update of medication calculations as preventive tasks against medication errors. According to Davis (2008), an e-learning system was designed to facilitate individualized training and learning packages involving the controlling, storage, administration, wastage and disposal of medicines. c. Ethical Principle of Veracity Based on the principle of veracity, the nurse is also obliged to keep the patient informed on all the events associated to his or her health care regimen. According to Boyd (2007), the ethics of veracity mandates the health care provider to tell the patient all truths concerning his or her health care process (p. 169). Despite the legal and professional risks of disclosing the mistake committed by the nurse, the ethics of veracity demands the disclosure of information to the patient and other involved members of the health care team (Bosek and Savage, 2007 p. 376). According to Lipe and Beasley (2003), the principle of veracity demands the disclosure of information either by the designated nursing head or physician involved in the patient care regimen (p. 232). However, if the institution adheres to the ethical principle of veracity, another principle of health care professionalism –gate keeping- becomes compromised. According to Bosek and Savage (2007), the nurse must immediately report the incident to the nursing leader due to three most important rationales, specifically (a) the nursing leader has an ethical commitment to benefit the nurse staffs, (b) nursing leaders are tasked to protect the patients assigned in their corresponding department, and (c) nursing leaders require the filing of incident reports to better evaluate the performances of their nursing workforce (p. 376). In the study of Luk, Ng and Ko et al. , K. (2008), health care authorities are likely to comfort, understand and support their staffs following the disclosure of incident, which consequently removes any existing professional barrier for gate keeping. However, the principle of veracity still disapproves the non-disclosure of error to the patient. III. Discussion In synthesis of the discussion, medication errors can cause a life threatening harm to the patient. If the health care provider do not immediately notify or disclose the truth of the actual accident to the appropriate personnel – nursing leaders, physicians, the patient may suffer from the complications of the drug misadministration (Roe, 2002 p. 6). On the other hand, if the health care provider discloses the information to the health care authorities involved, the professional and competency evaluations of the nurse concerned may become affected (Yeo and Moorhouse, 1996 p. 295). Nonetheless, the nurse satisfies the principle of veracity by telling the truth of the situation to the health care authorities filing, which aims at providing the best interest for the patient. However, such act fails to satisfy veracity on the part of the patient since the incident report remains undocumented on the patient chart and permanent records (Bosek and Savage, 2007 p. 376). Furthermore, the concerned practitioner does not inform the patient about the misadministration, despite the counter procedures done to alleviate the possible complications of medication error. Lastly, if the practitioner discloses the information to both patient and health care authorities, the nurse may be able to satisfy the principle of veracity but the patient is likely to file a suit for malpractice or professional incompetence. In all the three situations presented, the best option for the nurse is to direct the accident to the higher authorities by following the standard protocol of filing an incident report. Next, the nurse must monitor the patient for possible reactions from the drug misadministration, while ensuring the immediate administration of interventions countering any possible side effects of the drug misadministration (Roberts and Hoop, 2008 p. 104). Considering the best interests for both patient and nurse, it is more practical to keep the incident from the permanent medical records for the protection of the health care provider under gate keeping (Pickering and Thompson, 2001 p. 156-157). Despite the professional benefit of gate keeping, non-disclosure of the information directly to the patient may erode the patient-provider trust relationships and dramatically cause an impact to the institution’s quality of care. As supported by the study of Schulmeister (2008), the safety measures (e. g. patient identification schemes, bar code scans, etc. ) aimed at preventing these errors only reduce the incidence of errors but cannot entirely eliminate medication errors. In fact, from January 2000 until December 2005, MEDMARX pharmaceuticals recorded 2,783 errors associated to barcode verification system (Schulmeister,2008). According to MEDMARX, wrong administration of medications commonly resulted to allergic responses manifesting rashes, swelling, itching, wheezing and pulmonary distresses (Beyea and Hicks, 2003). Nonetheless, the jurisdiction of disclosure largely depends on the health care authorities and, as long as the incident has a minor impact on the patient, the disclosure of information must still follow the principle of gate keeping. Meanwhile, appropriate interventions must be done to the patient ensuring the safety and countering of drug side effects. IV. Summary In conclusion, medication errors are likely to occur within the health care setting. An immediate action is considered vital to the prevention of any potential life threatening risk. The nurse attending to the medication needs of the patients must be well aware of the ethical principles of gate keeping and veracity in deciding the most appropriate and practical decision to perform. These principles justify the reason for filing an incident report than directly informing the patient regarding the incident. Even though veracity fails to be applied to the patient, the nurse can still immediately disclose the information to the higher authorities of the health care team preventing further the harm on the part of the patient. In the end of the conflict, it is already the jurisdiction of the provider or institution whether to conform in the principle of gate keeping or perform according to the ethical right of veracity. References Beyea, S. C. , Hicks, R. W. (2003, September). Oops the Patient is Allergic to that Medication. Patient Safety First, 77, 650-654. Bosek, M. , Savage, T. (2007). The Ethical Component of Nursing Education: Integrating Ethics Into Clinical Experience. New York, U. S. A: Lippincott Williams Wilkins. Boyd, M. (2007). Psychiatric Nursing: Contemporary Practice. New York, U. S. A: Lippincott Williams Wilkins. Brendle, L. (2007). Best Practices: Evidence-based Nursing Procedures. New York, U. S. A: Lippincott Williams Wilkins. Capriotti, T. (2004, February). Basic Concepts to Prevent Medication Errors. MEDSURG Nursing, 13, 21-65. Davis, C. (2008, September). A spoonful of training. Nursing Standard, 23, 20-21. Josephson, D. L. (2005). Intravenous Infusion Therapy for Nurses: Principles Practice. London, New York: Cengage Learning. Luk, L. , Ng, W. , Ko et al. , K. (2008, June). Nursing Management of Medication Errors. Nursing Ethics, 15, 28-39. Lipe, S. K. , Beasley, S. (2003). Critical Thinking in Nursing: A Cognitive Skills Workbook. New York, U. S. A: Lippincott Williams Wilkins. Pickering, S. , Thompson, J. (2003). Clinical Governance and Best Value: Meeting the Modernisation Agenda. New York, U. S. A: Elsevier Health Sciences. Roberts, L. , Hoop, J. (2008). Professionalism and Ethics: Q and A Self-Study Guide for Mental Health Professionals. New York, U. S. A: American Psychiatric Pub. Roe, S. (2002). Delmars Clinical Nursing Skills Concepts. London, New York: Cengage Learning. Schulmeister, L. (2008, June). Patient Misidentification in Oncology Care. Clinical Journal of Oncology Nursing, 12, 495-498. Timby, B. (2008). Fundamental Nursing Skills and Concepts. New York, U. S. A: Lippincott Williams Wilkins. White, L. (2000). Foundations of Nursing: Caring for the Whole Person. London, New York: Cengage Learning. Williams, L. (2008, June). Was the medication given?. Long-Term Living, 57, 53-55. Yeo, M. , Moorhouse, A. (1996). Concepts and Cases in Nursing Ethics. New York, U. S. A: Broadview Press.

Love is in the Air †How the World Gets Ready for Romance

Love is in the Air – How the World Gets Ready for Romance Love is In the Air: How the World Gets Into the Romantic Mood Valentine’s Day is almost here. Florists tell us that this is the biggest sales day they have all year. Candy stores stock up for their big sale day too. And jewelry stores start advertising on TV, social media, and anywhere else they can find a spot. More couples get engaged on Valentine’s Day than any other day of the year. Even though Valentine’s Day has some dark history in its beginning, no one cares. It’s the day that love is celebrated. Go, how do we get ready for romance? Here are a few ways. If you haven’t tried them, now is the time to experiment. Rent Some Movies A few days before the big day, begin to watch some romantic movies with your significant other. Some great options are: â€Å"Sleepless in Seattle† – two strangers, one little boy – it’s a match â€Å"Titanic† – tragic, but oh the love â€Å"Pretty Woman† – people from very different backgrounds can still fall in love â€Å"Ghost† – another tragic love story, but love is still eternal â€Å"The Notebook† – forbidden love can triumph One a night for 5 nights before Valentine’s Day should do the trick. Download Your Favorite Romantic Songs Play these often in the days leading up to Valentine’s Day. The mood just gets more and more romantic. Here are a few suggestions: â€Å"Let’s Get it On† – Marvin Gaye â€Å"50 Candles† – Boyz II Men â€Å"Crash Into Me† – Dave Matthews Band â€Å"Just Because† – Johnny Mathis â€Å"Fly Me to the Moon† – Julie London â€Å"The Longer We Make Love† – Barry White You probably have others that are your favorites. The criteria is that they make you feel romantic and ready for love. A Romantic Dinner It doesn’t have to be at a restaurant. Candles, low lighting, a favorite meal, and lots of wine – a definite recipe for romance Dress Nothing gets romance going better than some totally sexy outfits – buy a few and sport them just before the big day. Save the best for that romantic dinner. Poetry Think ahead on this one. If you don’t feel creative but want to show thought and effort, contact a custom writing service and have one of their creatives craft the perfect poem. You can personalize it by giving your writer details about your love. Flowers Of course, red roses are the flower of choice on Valentine’s Day. Sending them to a woman at her place of work is particularly smart, because then she can show to everyone else how much she is loved by her man and how thoughtful he is. Valentine’s Day Around the World Japan: Role reversal is the â€Å"rule.† This is the day that women shower their men with gifts – usually chocolate. This tradition also exists in S. Korea and Taiwan. But there is also a â€Å"White Day later on when the roles are reversed. Denmark and Norway: Valentine’s Day has only recently begun to be celebrated in these two countries, but it is celebrated by men writing short little poems to women anonymously. If the woman guesses the name of the send, he must then give her an Easter egg on Easter. If she fails, she has to give him an egg on Easter. Wales: In Wales, a man shows his love for a woman by presenting her with a spoon. This goes way back to when men were gone to sea for long periods of time and spent their free time carving intricate spoons from wood and presenting them to their love upon their return. In America we have roses; in Wales are the spoons! A national day of love is a good thing. And it doesn’t have to just be between man and woman. It is a great day for parents and children to show their love for one another too.

How to Build the Best Editorial Style Guide in 10 Steps (Template)

How to Build the Best Editorial Style Guide in 10 Steps (Template) As a marketer, creating content that converts readers into customers is key to a successful content strategy. However, if your team has multiple writers, it can be tough to enforce content consistency and  brand standards. This is especially true for team members who have to write content, but arent writers by trade. So, how do you maintain a consistent voice across all the content your company creates? The answer starts with a strong editorial style guide.   Theyre the holy grail of writers guidelines, making it easy for everyone to understand your organizations voice, style, and tone. They also answer questions around formatting, appropriate usage of branded terms, and more. When every writer on your team is equipped with one, theyll be prepared to execute content that better reinforces your brand. In this post, youll learn everything you need to know about creating one that work. Table of Contents: Free Template Definition Examples Why Should Marketers Use Style Guides? Step 1. Start With the AP Style Guide Step 2. Create Guidelines For Voice, Tense, and Point of View Step 3. Translate Jargon Into Customer-Friendly Language Step 4. Explain Best Practices for Different Formats and Content Types Step 5. Identify How Branded Terms Must Be Spelled and Formatted Step 6. Define Your Brand Voice and Tone Step 7. Establish Standards of Performance Step 8. Establish Formatting Guidelines Step 9. Set Photo Guidelines Step 10. Define Guidelines for Visual Design Elements What Is ?: is the best editorial calendar platform to keep content marketing teams organized. Curious how we can help your team plan, publish, and measure content more effectively? Start here. Download Your Style Guide Template One reason companies dont bother creating style guides is because they take time. Eliminate that excuse with this free template. Download it now, then use this post to learn how to complete each section. By the time youre done, youll have a complete copy you can share with your organization.This Is How To Create A Style Guide Your Team Will Actually Use (+Free Template) What is a Content Style Guide, Anyway? For the purposes of this post, here's the definition we'll work with: A content style guide is a  document  that outlines the expectations and brand standards that every piece of content needs to meet. This should describe everything from grammar and spelling to design elements, like proper header use and logo placement. What Does a Style Guide Look Like? If you’re looking for even more information on how to build your style guide, check out the following 15 examples. MailChimp University of North Carolina Spotify Urban Outfitters Buzzfeed Drupal National Geographic Envatotuts+ Epic Content Marketing A List Apart Mozilla Google Developers GitHub Open Table FrontifyWhy Are Style Guides Important For Marketers? Style guides aren’t just for designers. They can help all content creators achieve the following: Understanding your standards of performance. What should every piece you publish include? Keep content consistent. This includes proper usage of branded terms, text formatting, and more. Learn how to write with your brand's voice. Your company should sound like your company, no matter who is writing the content. Above all, they help editors and managers save time reworking writer's content by setting clear expectations up front. Step 1. Consider Following AP Style If you ever took a journalism class, you're probably familiar with AP style. But, did you know there are other style books you can follow, too? Brands, like publishers, often base portions of their style guides on AP style. Consider ordering a copy for your office. Template Action Item: If you choose to use AP Style, drop links to external resources on AP style. Here's one from Purdue OWL, and another from Lake Sumter State College. Step 2. Establish Guidelines for Tense, Voice, and Point of View Even the best writers can use reminders on basic aspects of writing well. For team members who aren't writers by trade, including some general tips can help them avoid mistakes, too. General best practices should center around three writing elements: Tense: Should content be written in past, present, or future tense? Voice: While most writing should be in active voice, is passive voice acceptable for your brand in certain circumstances? Point of View: Should writers use first, second, or third-person perspective when writing as your company? Recommended Reading: How to Create a Marketing Strategy That Will Skyrocket Your Results By 9,360% Understanding When to Use Active Voice  vs. Passive Voice Most content should be written in active voice. However, there are times when passive voice may be preferable. In order to use the correct voice, though, it's important to understand the difference between active and passive voice. (For clarification, this isn't referring to brand voice. That will be touched on later.) Active Voice:  When using active voice, the sentence's subject performs an action. Ex: makes great software. Passive Voice:  When using passive voice, an action is applied retroactively to the subject. Ex: The great software is made by . In the active voice example,  the subject comes first, followed by a verb. This differs from the passive voice example, where  the action comes first, followed by the subject.   Hear the difference? Active voices sounds much more fluid, while passive voice sounds formal. Past vs. Present vs. Future Tense Tenses tell readers when something will occur, or when it happened in the past. There are three tenses, each with four tense subcategories. Present Tense Present tense is an unchanging, repeated, or reoccurring action that exists right now. Present Tense Subcategories: Simple Present: The preferred use of present tense. It uses the least amount of words of all of the other forms, and is best for crafting clear and concise messaging. Present Progressive:  Indicates an action is ongoing that happens at the same time someone writes the statement. Present Perfect: An action that happens at an indefinite time in the past or begins in the past and continues to the present. Present Perfect Progressive: An action that begins in the past, continues to the present and may continue into the future. Past Tense Past tense expresses an action that starts and ends at a previous point in time. Past Tense Subcategories: Simple Past:   This is the preferred use of past tense. Like simple present tense, it is the least wordy of all the past tense sub-categories and is preferred because of its ability to be clear and concise. Past Progressive: An ongoing action that happens in the past at the same time as another action. Past Perfect: An action that happens in the past before another past action. Past Perfect Progressive: An action that begins in the past and ends before another action occurs. Future Tense Future tense expresses an action that occurs in the future. It is recommended that writers avoid writing in this style when they create content for potential customers. Future Tense Subcategories: Simple Future: As with the other two tenses, simple future is the preferred use of the tense as it is the least wordy and can be the most concise. Future Progressive: Indicates an ongoing action that happens in the future. Future Perfect: An action that happens in the future before another future action. Future Perfect Progressive: A future ongoing action that begins in the future before another future action. Point of View Point of view refers to the perspective the author assumes when writing. The Three Points of View: First Person: The speaker refers to themselves/itself. Ex: I get organized with . Second Person: The speaker addresses the reader directly. Ex: You can get organized with . Third Person/em: The speaker refers to a person, place, thing, or idea. Ex: helps marketers get organized. Template Action Item: Under the General Writing Best Practices header record the following information: Decide whether you will write in active or passive voice.  Explain when (or if) using active or passive voice is acceptable in your content. Teach writers how to choose between tenses. Show examples of different tenses and when to use each one. Choose a POV. Choose your POV and explain why content should be written in that POV. Include example text.Step 3. Translate Jargon Into Customer-Friendly Language Next, your style guide should explain how to translate jargon into conversational language customers will understand. Every company and industry uses some type of jargon. This could include acronyms, shorthand that refers to products, or terms you use internally (that most people wouldn't understand out of context). List common pieces of jargon and internal language, and offer better alternatives to use in content and copy instead. For example, a hybrid car manufacturer might use the term, "advanced technology-partial zero emission vehicle". What a mouthful, right? A car shopper might better understand "hybrid car" or "natural gas engine." Template Action Item:  Underneath The Internal Jargon Translations header: Record each piece of jargon that comes up in your customer-facing content on the left-hand side of the chart. Record the customer friendly translation of said jargon on the right-hand side of the chart. Add rows based on the number of terms that your writers will frequently come across. Step 4. Explain Writing Best Practices for Different Formats and Content Types The next piece of your style guide revolves around choosing and outlining expectations for the types of content your marketing team will create. There are many different types of content that you can choose to create. Some common content types include: Blog Posts Case Studies Infographics Podcasts Video Scripts Social Posts Website Content Email Now, you may have different style standards for different types of content. For example, social media posts would likely follow different best practices than video scripts. Take a look at MailChimp's style guide. They offer specific writing recommendations for numerous different channels and content types: Follow their lead with your own style guide. Include each type of content your team creates. Step 5. Identify How Branded Terms Must Be Spelled and Formatted Another section of your style guide should identify brand names, trademarks, and so forth that must be spelled a specific way every single time it is mentioned. Sometimes, this may have legal ramifications, like when you're using trademarked terms. Take a look at this example from Microsoft.com: Note that both Intel and Core feature different legal trademark symbols. Failure to get these right could result in a letter from Intel's lawyers. Here's another example from the same page: Note that PixelSense is written not only with a trademark symbol, but with a capital S. This is likely a branding consideration the company wants to keep consistent. If you have any branded terms that need to be spelled or formatted a certain way, whether for legal or stylistic reasons, document them in your style guide. Template Action Item: Under the Brand Terminology header, record each branded term your content uses in the chart in your template. If your company has a large number of products, consider including only those that writers will need to reference most often. Step 6. Define Your Brand Voice and Tone The next part of your style guide should explain the voice, tone, and style that your branded content should take. What is Brand Voice? Brand voice is the purposeful and consistent personification, or characterization of a brand often expressed through words, tone, and culture. As a marketer, it’s important to bring across this voice at all times, whether that be through content or any other media form. You may already have your brand voice figure out, but if you don’t try a brainstorming session with the following framework: We are [insert desired perception], but we are not [insert antonym of desired perception]. For example, if we were doing a brand voice session for a major software company, it might look something like: We are professional but not stuffy. We are smart but not arrogant. We are technology savvy but not inaccessible. Repeat this process 15 to 20 times. Then, choose four or five pairings that best fit your brand voice, and record them in your template.

What is strategic-asset-seeking and does it help explain why Chinese Essay - 1

What is strategic-asset-seeking and does it help explain why Chinese business groups internationalise their operations - Essay Example Inward FDI also resulted in massive foreign exchange reserves, which was also a reason for Chinese companies to move overseas (Andersson and Wang, 2011). However, these push factors do not explain the true motives for the Chinese firms to internationalize. Earlier the theories of internationalization focused on the eclectic paradigm developed by Dunning and the Uppsala Model of internationalization. Firms then believed in new theories of trade such as market-seeking or resources-seeking motive (Liu and Buck, 2009) to internationalize. Today â€Å"going out† is the name that China calls its strategy of ODI (The Economist, 2012). The motivation to go out could range from market-seeking strategy to avoidance of country-of-origin effect (Salidjanova, 2011) and is not restricted to strategic-asset seeking motives. In short, China invests in any business where it serves China’s interest, according to Salidjanova (2011). Based on the theories of internationalization, this paper seeks to evaluate the motives for Chinese firms to move overseas. Chinese outward FDI (ODI) gained impetus in 2004 and by 2010 it ranked 5th among all economies in terms of outward FDI flows (UNCTAD, 2011). From 2004 to 2011 it grew from $5.5 billion a year to $65 billion a year and is expected to reach $150 billion by 2015 (The Economist, 2012). This significant jump in ODI is shown in the chart below. Initially the ODI from China was in neighbouring developing nations requiring limited resources (Liu and Buck, 2009). The pull factors that induced ODI from China were natural resource endowments and market potential (Biggeri and Sanfilippo, 2009). The largest ODIs came from Chinese state-owned enterprises (SOEs) such as China Petroleum & Chemical Corporation (SINOPEC) and China National Petroleum Corporation (CNPC) (Andersson and Wang, 2011). An empirical study of

Quality management (Shell company) Assignment Example | Topics and Well Written Essays - 3250 words

Quality management (Shell company) - Assignment Example 321). It is necessary for managers to think of an integrated management system which encompasses the elements of quality management (QMS), environmental management (EMS), and health and safety management (OHSMS). Since an integrated management system can involve different facets of corporate management, it is vital to identify the different aspects associated with it. In order to implement an IMS in the Shell oil company, it is better adopt a five-phase implementation process which includes phases such as preparation, planning, implementation, monitoring, review and certification. During the initial phases, an effective, quality policy and environment policy must be developed to give the implementation process a clear direction. This paper will specifically outline an implementation plan for a new IMS in the Shell Oil Company. Integrated management system Integrated management system can be simply defined as a management system that integrates all systems and operations of an organis ation into an extensive framework, assisting the organisation to operate as a single entity with shared goals and objectives. The integrated management system greatly aids an organisation to become a unified entity and link each function to a single common goal (Pardy & Andrews, 2009, p.107). Evidently, such a centralised system would assist the organisation to improve its overall performance. â€Å"An integrated management system is the most effective way to discharge an organisation’s obligations to its employees, customers, and the wider community†. (Freiberger Forschungshefte, Issue 526. 2008, p.39). In simple words, this system gives stakeholder a clear idea on what the organisation expects from them. Another major feature of integrated management system is that it provides the organisation with a genuinely co-ordinated system instead of mere ‘silos’ (Emea.bsi-global.com). Experts suggest that this management system is greatly helpful for the organisa tion to obtain a clear and comprehensive picture of its all aspects, the way they affect each other, and the associated risk factors. As there is less duplication in an integrated management system, it is easy to implement the new system in the future. Through this technique, the management team is provided with a single structure which would enable them to deliver the organisation’s objectives efficiently and effectively. The potentiality of an integrated management system ranges from managing employee needs to monitoring market competition and maximising resources. The most fascinating feature of this system is that it is relevant to all types of organisations regardless of their nature and size (Driving.myfoxcharlotte.com). Under this approach, two or more management systems are integrated into one cohesive system with a common set of policies, procedures, processes, and documentation. Shell Oil Company Shell Oil Company is the Royal Dutch Shell’s US based subsidiar y, and it is one of the largest oil companies in the world. The US head office is located at Huston in Texas, and nearly 22,000 employees are from the United States. The Shell Oil Company together with its consolidated companies and its share in equity firms is one of the largest oil and natural gas producers, gasoline distributers, natural gas suppliers, and

‘Entrepreneurs’ as Franchisees Essay Example for Free

‘Entrepreneurs’ as Franchisees Essay Franchisors are increasingly having to be more and more selective in the adoption of franchisees with factors such as economic climate and the potential difficulty with growth playing key factors in the decision making process. It is not simply an ability to grow which creates a successful Franchise and nor is it the desire of any franchisor to adopt every potential franchisee. Franchisors are becoming more and more scrutinising as the global economy declines. There is a general understanding within any franchised business, which is that one of the most desired traits of any franchisee is the ability to follow a set design People who buy franchises are not entrepreneurs, and they better know that going in, (Libava, 2012). Throughout, the difficulty of working with entrepreneurial franchisees will be analysed alongside what a Franchisor looks for in an ideal Franchisee in the context of someone seeking to enterprise a franchise; how these differ, how they are similar and what potential benefits or disadvantages this stance may create. The entrepreneurial process requires a great number of identification and opportunist methods in order to obtain the resources for their business and be deemed â€Å"entrepreneurial† (Shane, 2003). The use of these skills will be evaluated in the context of a franchise in order to understand why franchisors prefer not to take on entrepreneurs. Firstly, it is important to understand why franchisors must have certain barriers of entry to their franchise before we can fully question their likeliness to take on entrepreneurs. Franchisees seek to join a Franchise due to the ease of starting a business; Suppliers are already established, store layout is already set, uniforms already designed customers already familiar with the brand and so on. The sole reason this is set out already is because it has been tried and tested (in most cases) over time, and most likely by a number of other Franchisees. Since all the Franchisees have built this brand image up since the off, it is integral to protect this brand image as any impairment to one franchisee could cause the public to â€Å"tar† the whole franchise â€Å"with the same brush†. However, the extent to their high expectations of potential franchisees has a tendency to vary with each scale of franchise. A well-established franchise has a lot to protect and therefore is likely to resist the urge to take on an enterprising franchisee, seeing them as â€Å"high risk†. Alternatively, the opposite can also be said as it is likely to promote the business more with greater levels of feedback, new prospects and innovative ideas (Diebold 1990). From one perspective, there are many reasons why certain franchisors would avoid accepting entrepreneurial Franchisees into their Franchise. Entrepreneurial businessmen and women are often stereotyped as the innovators; someone who pushes the boundaries of the known worlda change agent who is relentless in making things happen and bringing ideas to execution (Entrepreneur.com). This means that their skills best lie in the development of new ideas, improvement of old ways and generally the identification of modern concepts and techniques. In the eyes of a potential franchisor this has many foreboding difficulties should they decide to accept the franchising agreement. Firstly, a franchise is a tried and tested model which has proven to be a mostly profitable and successful enterprise of its own with a large quantity of time, effort and money used to perfect the foundations of the franchise. Therefore should a franchisee wish to try and change these perfected techniques, not only does it risk the chance of failure and therefore damaging the brand as a whole, but also the arrogant â€Å"I know better† attitude contradicts the very concept of a franchise. Libava defines this concept as using a â€Å"franchise company’s trademarks, systems, signage, software, and other proprietary tools and systems in accordance with the guidelines set forth in the franchise contract† to an â€Å"Identified System† (Libava 2012). Taking on board the enterprising ideas the franchisee puts across would essentially be the franchisor wasting effort and money in the perfecting of their pre-set method. This is especially the case with larger, more established franchises such as Subway and McDonalds, whereby every task is responded to in a set way and is quantified to the smallest factor. An example of this is when changing the uniform at McDonalds in 2012, it cost over  £1.52 million in the UK alone due to the vast number of employees (Weiss 2012). From cleaning the floors to dealing with food complaints, even the smallest change in the franchisors technique requires a great amount of communication and control, but is also a timely and therefore costly exercise. This then reflects the reluctant attitude to established Franchises when considering the great cost and risk involved in the context of someone entrepreneurial. The franchise already has the fine details of the business set into its own convention; entrepreneurial individuals only cause a constant battle with the franchisor due to the desire for change and sometimes, change for change’s sake. However, although in the established franchise context this statement may be true, it is not always the case. Start-up, less established and more innovative franchises are much more likely to be open for suggestion and more interested in taking on entrepreneurs into their franchise. The same can be said for franchises in need of innovation to survive. With everyday names such as HMV and Woolworths going into administration, amplification of a USP and innovation has become a necessary act for survival. Even the slightest differentiation could mean the difference between consumers buying with you or a competitor; Domino’s Pizza is a good example of this. Since the almost-global economic recession of 2008, survival has been integral to any business model, franchise or otherwise. As a result of this, Domino’s has allowed one of its more entrepreneurial franchisee’s to trial and as a result implemented â€Å"Bread Bowl† and â€Å"Pasta† dishes onto their menu with great success (Wilson 2012). The same can be said of WSI, an internet marketing franchise, whereby 90% of the products and services have come from the franchisee’s themselves to â€Å"ensure that [they] are offering the latest and best internet marketing processes to end clients that deliver results† (McArthur 2012). This shows how, it is not only the economic factors that play to a franchisors’ decision making, but also the type of franchise that they are operating. The online marketplace is a raw marketplace where each business is instantly comparable to their competitors and just as easily undercut; therefore, an innovative franchisee is more desirable than the traditional replicable franchisee as they are able to create differentiation potentially more valuable than price. In addition to this, it is also useful to look at the financial success of large and small franchises to gain a better understanding as to why some seek entrepreneurs and others don’t. An â€Å"Innovation vs. Replication† report compared the financial performance of 500 firms varying in size and found that small businesses with business models centred on low levels of replication and high innovation, showed more growth than models with high levels of replication. Additionally, they also found that large businesses with only high levels of innovation and low levels of replication had a lower average financial position (Aspara 2009). This reflects how statistically it would work against the favour of a large franchise to adopt innovative entrepreneurs, whilst also presenting a counter-point portraying enterprising individuals as promoters for growth and financial stability for smaller franchises. This isn’t always the case though, presented in the franchise Krispy Kreme with its â€Å"boom† stage in the early 2000’s. Being a rapidly growing donut franchise it had entrepreneurs from around the world wanting to become part of this international business. However, due to the lack of care when choosing franchisees and with growth as their only concern, issues with proximity caused cannibalising sales as a result of capitalising their own popularity (Morebusiness.com 2010). Pulling these points together, there are many clear reasons why a franchisor would be hesitant to take on an entrepreneur. Taking on a â€Å"If it’s not broke don’t fix it† attitude emphasises the safety in the tried and tested method of replication. Franchises with a set convention are likely to take a â€Å"sure-bet† rather than a â€Å"risk†, due to knowledge that the model works fine the way it is, proven by their own and other franchisees. That is not to say that what works for one franchising model is the same for all (Francis 2010). Both economic and business models play key factors into how enterprising a franchise may or may not choose to be. Some franchises such as WSI rely on entrepreneurial franchisees for the very success of their business and remain an integral part of their franchise model. Within the report of innovation and replication it found that the most financially successful businesses were large scale firms with high levels of innovation and replication (Aspara 2009) showing how there is room for improvement in any business. â€Å"Staying consistent on the core components of your business doesnt mean the products you sell, or even the way you deliver them, have to stay the same† (FranchiseDirect.com) However, replication in a franchise builds the foundations of what has already been industry certified and therefore proven to work. Entrepreneurs are most useful in a franchise when the need for innovation is high, such as start-up franchises and times of economic instability where differentiation is needed to survive. As a franchise grows, the structure becomes more and more rigid and therefore more difficult and less susceptible to change as the cost of doing so outweighs the potential benefits. Perhaps it is the case that most franchisors are less likely to take on an entrepreneur as a franchisee, using their own sources of research and development. However, not every franchise has the capital to operate their own entrepreneurial department and therefore is much more likely to opt for enterprising franchisees to enable their franchise to grow. Reference List Aspara et al, J A, 2009. Innovation vs. Replication. Business model innovation vs. replication: Financial performance implications of strategic emphases. 1, 6,7 Diebold, J. D, 1990. The Innovators: The Discoveries, Inventions, and Breakthroughs of Our Time. 1st ed. New York: Plume. Entrepreneur.com 2013. Innovators | Entrepreneur.com. 2013. [ONLINE] Available at: http://www.entrepreneur.com/innovators/index.html. [Accessed 24 January 2013]. Francis K.A. Demand Media. 2010. Innovation Vs. Replication in Franchises. [ONLINE] Available at: http://smallbusiness.chron.com/innovation-vs-replication-franchises-198.html. [Accessed 23 January 13]. Libava 2012, The Top Traits of Successful Franchise Owners | Entrepreneur.com. 2013. [ONLINE] Available at: http://www.entrepreneur.com/article/224016. [Accessed 23 January 2013]. Also see Definition Of A Franchise. 2013 [ONLINE] Available at: http://www.thefranchiseking.com/definition-of-a-franchise. [Accessed 24 January 2013] McArthur, R M, 2012. President of WSI Internet Marketing Franchise. Can Franchising and Innovation Go Hand in Hand? (See Wilson 2012) MoreBusiness.com. 2013 . Learning from the Franchising Mistakes of Failed Krispy Kreme | MoreBusiness.com. [ONLINE] Available at: http://www.morebusiness.com/franchise-risks. [Accessed 23 January 2013]. Shane, S.A , 2003. A General Theory Of Entrepreneurship: The