Will the Z generation be the laziest generation yet because of smart Research Paper

Will the Z generation be the laziest generation yet because of smart technology - Research Paper Example This generation heavily relies on the social media to socialize and communicate to their friends. The generation is believed to have brilliant minds in regard to using the internet in seek solution to various problems affecting their lives. â€Å"Youths have the common need of a future worth living† (Weber and Greenberg 6) For instance, if they have a complication in regard to health, they just go to the internet to find answers (Sladek 18). It has been argued that generation Z has little secret in their lives especially when dealing with social media. They are willing to disclose and discuss any information with friends and strangers in their social media platforms. Hutchby and Moran-Ellis (1) argued that â€Å"the increase interplay between children and technologies poses critical questions for how we can understand the nature of childhood in ate modern society†. For instance, this generation does not care about sharing their private life especially on their intimate life. They like constantly being on mobile phones texting and on social media chatting and updating status (Weber and Greenberg 26). This generation is disadvantaged because they do not concentrate on their class work since most of the time they are online chatting and updating their status. â€Å"Most U.S teenagers participate in online social network sites at the expense of other activities† (Bers 7). With the use technology, the generation does not mostly rely on class work since they can easily get any information they want from the internet. This is what has contributed to the issue of plagiarism. They just copy the work of other people that has been placed on internet and present it as their own. In another dimension, the generation does not want to struggle much researching on what they are given by their teachers. They like concentrating on results they get from the internet (Gudith 110) It has also been found that most of the people in

How Alcohol Processes Through the Body Essay Example for Free

How Alcohol Processes Through the Body Essay Alcohol is consumed orally and depending on how strong the alcohol, your weight, gender, or you ethnicity determines how fast it travels through your body. Alcohol is classified as a depressant because it slows the body down. It affects your motor skills such as talking and perception. Alcohol travels through the mouth down the esophagus directly into the stomach. There it is absorbed into the stomach and travels into the bloodstream. According to For Dummies.com says that a majority of the alcohol you drink is absorbed in the small intestine then goes to a large blood vessel leading directly to the liver. For Dummies.com states,† The normal, healthy liver can process about 1/2 ounce of pure alcohol (that’s 6 to 12 ounces of beer, 5 ounces of wine, or 1 ounce of spirits) in an hour. The rest flows on to your heart.† Your heart contracts less when alcohol is in your system, lowering your blood pressure. Alcohol then flows through your hearts bloodstream to your lungs. Alcohol can be smelled on your breath now, taking a breathalyzer test determines your BAL. For example, speech and the ability to walk are impaired the more you drink. Your vision may become blurred as well. Alcohol abused for a lengthy period of time can be fatal to the body. According to WebMD.com excessive drinking can lead to cancer, cardiovascular disease, cirrhosis, anemia, depression, dementia, seisures, gout, high blood pressure, nerve damage, infectious disease, and pancreatitis. Alcohol abuse has costs that do not just drain your wallet, but your entire life.

Brand architecture and branding analysis

Brand architecture and branding analysis A brand is name, term, sign, symbol or design or a combination, intended to identify the goods or services of one seller and to differentiate them from those of competition American marketing Association 1960. A brand is name, symbol, logo, design or image or any combination of these, which is designed to identify product or service. Kotler et al, 1999 Brand distinguishes a companys product from its competitors and an identified product or service that closely satisfies customers needs and wants. Brand is an asset to a company and reflects the quality of customer service. Branding is all about the customers trust of the product or service and makes the segmentation easier for the company. The difference between a company and its competitors should be communicated by brand, because it makes a company unique. BMW, Toyota, Luis Vuitton, NEXT, Debenhams, Nike and Coca Cola are the well-known brands that command price premium and stimulate deep customers loyalty. Branding Branding is the collection of actual and emotional characteristics associated with a particular identified product or service that differentiates it from the rest of marketplace Hand-out notes by tutor Anthony smith Branding is an important aspect of marketing to build a strong image of a company. Mercedes Benz is an automobile brand that commands a premium with their engineering, performance, quality, customer service and after sales service. Toyota shares all these characteristics but still they were not positioned as premium in the customers mind. Toyota then created Lexus as a premium brand with the collaboration of both Toyota and Lexus shared engineering, design elements and customer service. How-to-branding.com Brand Architecture Brand architecture refers to the hierarchy of brands within a single company. It is the interrelationship of the parent company, subsidiary companies, products, and services, and should mirror the marketing strategy. Kompanigroup.com How an organization structures various products, services or other entities within its portfolio and how they relate to one another. Brandinstitue.com In the growing economy we can see different companies merging with each other and form the strategy for each of the targeted group in which every product can carry its own brand name. Good and clear brand architecture leads a company towards brand positioning and also helps to get sustainable competitive advantage. There are three different types of brand architecture strategies. Corporate/Monolithic Branding Strategy In this strategy company takes on a unified brand for all product categories and targeted market. This strategy creates simplicity, and cost deficiencies can be achieved as opposed to multi-branding architecture, in which a corporate brand plays a smaller role. Microsoft, Intel, Disney, CNN, SONY, Nike, Virgin and coca cola etc. are the best examples of corporate branding. Corporate banding makes the advertising easier for the company as they just advertise their name and slogan. . Coca cola is recognizable in every continent of the world through its red curved bottle and logo. SONY is a corporate brand as its name is attached to everything, from its DVDs to play station. The founder of SONY, Akio Morita, once said: I have always believed that the company name is the life of an enterprise. It carries responsibility and guarantees the quality of the product. Therefore corporate strategy leads a company to sustainable financial outcomes. Brandingstrategyinsider.com . Adhistry.wikispaces.com Google.co.uk Multi/Individual Branding Strategy Multi Brand Strategy refers to a marketing strategy under which two or more than two similar products of a firm are marketed under different brand names. Finance.mapsofworld.com It is very difficult for a brand to position itself in a diversified environment where the customers needs and wants are different. Therefore, company can fill different market segments through diversifying its product range. VW, PG, Unilever and Diageo are the best examples of multi branding. PG is the prime example, having a multiple shampoo brand to influence different customers, like head shoulder for dandruff, Pentene for healthy hear and Sassoon for professional saloon experience. Through multi branding a company can target more than one segment in the market and fill the price gaps. Multi branding is a good strategy but sometime it fails because of the poor management. Due to failure it could harm the family brand name. VW took many years to change the negative brand image of Skoda from the customers mind. Helen Meek. et al, 2001 Google.co.uk Endorsed Branding A brand that carries the endorsement of a source brand (the parent company). Brandbuild.eu Endorsements add integrity and assurance of the indorsed sub brand in customers mind without overpowering it with its own association. Endorsed branding is suitable for the company, using varied product portfolio, e.g. Nestle, Cadbury, Unilever etc. Nestle written on the Kit Kat, Cadbury written on Dairy Milk to provide credibility and assurance to the product. Some companies give independence to the endorsed brands like Unilever give freedom to the Heartbrands such as Feast, Magnum and Cornetto and they have their own marketing campaigns and target market. Some companies has firm relationship between company name and product, e.g. Ford does it with the model Mustang, people using either the brand name Mustang or the full name Ford Mustang. Google.co.uk Brand Elements Brand elements are those trademarkable devices that identify and differentiate the brands. There are certain elements of a brand, like names, logos, symbol, characters, slogans, design, features etc. some important elements are mentioned below. Kotler et al, 1996 Brand Name Name is the most significant element of the brand. This is the only part of the brand which should never be changed. It help customers to identify distinguish product from competitors. It is not necessary the brand name is associated with the company and can be different. But if the brand name is linked with the quality of the product either high or low, then all good must be of the same standard. MS is the prime example of providing quality products through St Michael Brand as one can see its tag on the cloths and food and household goods as well. Brand Image Brand image is fundamental way through which a customer recognises and believes a brand. It gives a company an identity and creates a better image in the mind of the customers. Brand image is unique that clearly reflects the image of the organisation and different from the competitors. To build a right image in the customers mind, the company must have to focus on brand identity. Brand Personality Brand personality is the goodwill of the brand. It is associated with the benefits and attributes of the brand. Brand personality is unique and long lasting; it is the emotional attachment of the consumers with the product, e.g. Sony and Panasonic, both are the giants of electronic sector, although both got same features, some peoples prefer one of the other because of their trust on the product by long time. Brand Association Brand association is the relative strength of consumers positive feelings towards the brand Lasser et al, 1995 Associations, according to Aaker (1991) represent the bases for purchase decisions and for brand loyalty. The way consumers perceive brand is a key determinant of long-term business-consumer relationships. Hence, building strong brand perceptions is a top priority for many firms today. Morris, 1996 It is the perception of the customers towards a brand attributes and quality. Brands can be associated with the name, colours, symbols, attitudes, expressions and sound etc. Mercedes Benz is associated with the luxury drive and excellent engineering, Nike with its Slogan, Nokia with its sound, and Coca Cola with its red colour, Colgate toothpaste with cavity protection and Microsoft with Bill Gates. Renault has launched a successful campaign for its model Clio and used the famous French footballer Thierry Henry and Sesame Steet in the Va Va Voom advertisement. This campaign resulting attract more male customers than females. This is how celebritys association to the brand benefits organisation. Kotler et al, 1996 Brand association gives the basis of buying and brand loyalty to the customers. Companies always try to associate their brands with the positive things to create good image of the product in the mind of customers. Brand association developed if the product is desirable, durable and satisfies the customers needs. Positive customers perception about the product makes a brand stronger. It is formed on the basis of Product attributes, Advertisement, Relevant price, Quality, Celebrity and big entity association, Competition and Display points. Brand positioning Positioning is the place in consumers mind that you want you brand to own. For example, Hallmark caring shared, and Disney Family Fun entertainment. Positioning is not what you do to a product; positioning is what you do to the mind of the prospect. Ries and Trout, 1981 Brand positioning is successfully built through continuous communication with the customers about the product to its targeted market, through advertisement, brand name and its packing. Brand positioning refers to the position in the customers mind, it does not relate to market position. Brand positioning is associated with the market segmentation. The right market segment is to be targeted for the brand positioning. Brand positioning is all about a customers perception about the product. There are certain ways for a brand to be positioned, e.g. offering specific benefits, targeting a specific segment, pricing and distribution. Brand positioning is an important concept in which a company can decide where it wants to position its brand in its field relative to competition. Brand positioning is a thinking that guides a company to build a relationship between the brand and customers. Brand positioning gives space in the customers mind, so the company become in the better position to control over its own brand image. Price and quality are the most common attributes are considered in the brand positioning. To get a good position in the customers mind the company introduce brand of a good quality with on competitive price. The quality of the product must be at least equivalent or better from the competitors. Quality perception is the most powerful element of the brand positioning. Once a company is successful in building a powerful perception of quality will result in building a powerful brand. Psychological element is dominant to some extent in building a quality perception as some peoples psyche is that the product with high price tag is of good quality. Communicating brands through their specific features is another way to position brands, e.g. Clinic all clear, Dare to wear Black or Pakistan and India surf excel is advertised as stain remover, Surf Excel hena. Culture is another strong aspect to the brand positioning. Different companies use cultural symbols to differentiate products from their competitors. Examples including, Air India advertise through Maharaja, Tata tea, Hamara Bajaj etc. Treedeuce.com Brand Extension Brand extension is a marketing strategy in which a firm that markets a product with a well-developed image uses the same brand name but in a different product category. Brandexpress.net When a firm uses its brand in another product form, or even within another product class, then the firm is stretching the brand (also referred to as brand extension). Iain Ellwood Virgin is the good example of brand extension as they sell everything from records to airline travel, to cola drinks to wedding parties from clothing to cosmetic and computers. This is successful in brand extension because it has the ability to connect the customer directly and give them values. Many firms attempt to extend their brands but all the brand extensions are not suitable or desirable. An extended brand always works best in a top to down direction. It is always easy for a company to bring brand extension from relatively cheaper product line. Ralph Lauren and Gucci are the best example. Ralph Lauren extended from luxury clothing to jeans and bed linen while Gucci brand is extended from luxury clothes to oven gloves, cooking aprons and dog toys. An extended brand has a low introductory cost because the customers, traders and retailer are well aware of the product. Brand extension brings options to the customers through variety of products. If the product is of lower quality, will result in damaging in overall brand value. Iain Ellwood Caterpillar is one of the biggest non-sporting footwear companies in the world with its brand CAT. This is basically a construction and mining equipment manufacturing company that extended their brand in this potential segment. It was perceived that it is the biggest mistake of the caterpillar but the extension was a big success. Sometimes the brand extension, implemented incorrectly due to less understanding. LEGO is a Danish toy manufacturing company, decided to extend its brand and launched its own product line of cloths, watches and video games but it was ignored by its target market, that result half of its employee are redundant back in 2004. Kotler et al, 2001 Michelin and Goodyear are the French companies, famous for making rubber tyres and having a number of brand extensions. Michelin brand extensions are car and cycle related product, footwear and clothing, sports and leisure and personal accessories. On the other hand Goodyear becomes the partner of the Adidas to make a series of driving shoes. Kotler et al 2001 We can see normally financial services providers have not attempted to extend their brands, and only concern with their original market. On the other hand, there are too many non-financial service providers extended directly to the financial services. E.g. Tesco extended its market to Tesco banking and Tesco insurance. Benefits of branding To customers People buy brands, because they are well aware of the quality of the product and save time and efforts. Buying a branded product can give customers a peace of mind and credibility. Most of the branded products have warranty policies, which gives customers assurance of a quality product. Some big companies having product replacing policies, e.g. DeWalt a power tool manufacturing company, replace the product immediately in case of damage. To intermediaries/stakeholders There are certain benefits of branding to different stakeholders, that directly/indirectly effecting the organisation. Multinational organisations always have the strategy for social, environmental and economic issues. Companies contribute to the societies in which they operate. Brands follow government regulations to minimise any adverse effect to the environment. Employees always attract to innovative companies where learning opportunities are always there. Supplying goods directly to retailers, companies distribute goods through agents or distributers. Distributers get long-term agreements from the known brand companies. Retailer can get benefits from overall marketing campaign. Sustainable competitive advantage When two or more firms compete within the same market, one firm possesses a competitive advantage over its rivals when it earns (or has the potential) to earn a persistently higher rate of profit. Grant, 2002 It is very important for every organisation to be successful in long term. Effective corporate branding is certainly the main source of getting sustainable competitive advantage in the market. Worlds famous corporate brands do not sell products, they sell concepts, e.g. Coca Cola does not sell a soft drink, it sells enjoyment and Microsoft does not sells computers, it sells possibility. Brand designers create a corporate brand identity through promotional material and advertising campaign to establish a corporate identity. There are certain brand characteristics that lead a company to get sustainable competitive advantage. A well designed logo and a strong identity system can give a company an edge over its competitors. Brand Identity A unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organisation members. Aaker, 1996 Brand identity is the way a company aims to identify or position itself or its product or service. Kotler et al, 1999 Brand identity is the first thing that a customer experience and plays a major role in getting a sustainable competitive advantage in the market. Brand attributes are is a bag of features that shows the personality of a brand and these attributes help to create brand identity. Brand identity is supported by emotional and unique elements and values, serve to distinguish the brand in the market, especially for progressively competitive environments, service organisations and recreational sectors. Brand identity creates a distinct identity that is very hard for the competitors to duplicate. The main elements to build a strong brand identity are human resources, organisational culture, organisational structure, stationary, company cards, company dà ©cor, packing, catalogue, market and innovation etc. Kotler et al, 1999 Brand loyalty Brand loyalty is considered as ultimate reward for a brand as it is another factor which leads a company to get a sustainable competitive advantage. Customers always prefer to buy those brands they are loyalty with, even though that is expensive and have close substitutes in the market. Apples iPod is a product to listen mp3/mp4 music, and the big electronic giants like Sony, Panasonic and so many other companies have same product with same features at the relatively low price than Apples iPod. Majority of the customers buy iPod just because they are loyal with the brand. Brand Equity Brand is a symbol of extremely precious part of legal property, that can control consumer behaviour and it also provides the protection of persistent future revenues to the firm. Brand equity is called the amount that is directly or indirectly accrues by these various benefits. Kapferer, 2005; keller, 2003 Companies invest huge amount of money to develop brand equity. Brands with high equity win the space in the market because of the uniqueness, reliable services and continuous and effective relationship with the customers. Stronger brand image takes a company to financial advantage through the brand equity. Brand equity leads a company to charge perineum prices for the product to raise their profit margin.

Essay --

â€Å"Mom don’t shut off my music!† is one of the most abused phrases teenagers use while attempting to do homework or study for a test. For some, the music works perfectly as a study aid. For others, there is a struggle to comprehend the academic material with background noise going on. The benefits and disadvantages of listening to music and its impacts upon the mind have long been a subject of fascination for humans. Philosophers studied music and its effects on the body and mind back in Ancient Greece, and scientists along with researchers continue to grapple with these finds to this day. The example of students listening to music, in particular, has been a source of contention between scientists, teachers, parents, and youth. Music has physiological and psychological effects on the body, which can improve humans’ ability to take in information to perform well in school in addition to improving cognitive abilities overall. While some types of music may have m ore beneficial effects than others, research has shown that music can have a strong impact on brain function. Music’s positive effects on the mind have been shown through numerous research studies, Greek philosophical ideas, and personal anecdotes. One of the questions that scientists have looked into is whether or not the type of music a student listens to, has a differential impact upon their work. For example, would Katy Perry’s â€Å"Roar† be more or less helpful to listen to while studying than Bach’s â€Å"Trio in D Minor†? Curious researchers looked into these differences and concluded that music with lyrics requires more brain attention because those lyrics have to be processed, thus taking attention away from the academic knowledge the person is trying to acquire. However, musi... ...s increasing cognitive function, particularly in studying, are undeniable. From aspiring artists who influence our grades, to scientists in the lab deepening their understand of the effect those pop artists have on people getting those grades, music’s ability to influence the human mind is fascinating. Scientific research has shown over and over again that instrumental music can be a powerful tool to increase focus, memory, and healing. In addition to the ancient Greeks who provided us with this way of thinking, scientific understanding of music has advanced on a multitude of levels and is growing exponentially by the years. It definitely influences our daily cognitive thinking not to mention allowing us to start our day fresh. So the next time a teenager yells, â€Å"Mom, don’t turn off my music†, perhaps parents should stop and consider the benefits the music may have. Essay -- â€Å"Mom don’t shut off my music!† is one of the most abused phrases teenagers use while attempting to do homework or study for a test. For some, the music works perfectly as a study aid. For others, there is a struggle to comprehend the academic material with background noise going on. The benefits and disadvantages of listening to music and its impacts upon the mind have long been a subject of fascination for humans. Philosophers studied music and its effects on the body and mind back in Ancient Greece, and scientists along with researchers continue to grapple with these finds to this day. The example of students listening to music, in particular, has been a source of contention between scientists, teachers, parents, and youth. Music has physiological and psychological effects on the body, which can improve humans’ ability to take in information to perform well in school in addition to improving cognitive abilities overall. While some types of music may have m ore beneficial effects than others, research has shown that music can have a strong impact on brain function. Music’s positive effects on the mind have been shown through numerous research studies, Greek philosophical ideas, and personal anecdotes. One of the questions that scientists have looked into is whether or not the type of music a student listens to, has a differential impact upon their work. For example, would Katy Perry’s â€Å"Roar† be more or less helpful to listen to while studying than Bach’s â€Å"Trio in D Minor†? Curious researchers looked into these differences and concluded that music with lyrics requires more brain attention because those lyrics have to be processed, thus taking attention away from the academic knowledge the person is trying to acquire. However, musi... ...s increasing cognitive function, particularly in studying, are undeniable. From aspiring artists who influence our grades, to scientists in the lab deepening their understand of the effect those pop artists have on people getting those grades, music’s ability to influence the human mind is fascinating. Scientific research has shown over and over again that instrumental music can be a powerful tool to increase focus, memory, and healing. In addition to the ancient Greeks who provided us with this way of thinking, scientific understanding of music has advanced on a multitude of levels and is growing exponentially by the years. It definitely influences our daily cognitive thinking not to mention allowing us to start our day fresh. So the next time a teenager yells, â€Å"Mom, don’t turn off my music†, perhaps parents should stop and consider the benefits the music may have.

Funerals of Kings Essays -- Literary Analysis, Beowulf

Beowulf starts with the death of Shield a great king in the eyes of the Geats, it also ends with the death of Beowulf. These funerals are similar in many ways. These funerals can be a reflection of the lives these kings lived because each king had his own way he wanted to be remembered. These funerals both involve huge amounts of treasures being loaded on to ships or back in to the ground and how the Geat people mourned for the loss of the kings.†¨ Treasures were used to gain loyalty from other men in Geat â€Å"steadfast companions will stand by him† (Beowulf 23). Theses â€Å"steadfast companions† (Beowulf 23) help the king survive and help conquer lands and allowing a king to stay in power. In the end of this poem even those gifts will not get the support Beowulf needs. The treasure that was laid on the boat for Shield was â€Å"Far-fetched treasures / were piled upon him, and precious gear† (Beowulf 36-37) A â€Å"far-fetched treasure† (Beow ulf 36) would be some of the rarest in the world. Shield has told his men to â€Å"Shoulder him out to sea’s flood† (Beowulf 30) The boat they put him in was â€Å"A ring-whorled prow rode in the harbor, / ice-clad, outbound, a craft for a prince†(Beowulf 32-33). The description of the boat I think shows the honor that the Geat’s wanted to show their kings and how ornate they make things. At Beowulf’s funeral at the end of the poem they build a great pyre â€Å"The Geat people built a pyre for Beowulf, / stacked and decked it until it stood foursquare.†(Beowulf 3137-38). The pyre is like the boat in the first funeral the boat is built ornately and to stand the test of time. The pyre is built to be tall and strong very similar to the boat. â€Å"hung with helmets, heavy war-shields / and shining armor, just as he had ... ...going or where the â€Å"to wind and tide, bewailing him† (Beowulf 49). They built a memorial on the high grounds letting all that can see know that a great king laid there. All the treasure that had been found in the cave where the dragon had stayed was put back in to the ground where the memorial is. â€Å"They let the ground keep that ancestral treasure / gold under gravel,† (Beowulf 3166-67). These treasures had been around for ages and ages, gold is taken from the ground and in the end put back in to the ground. These kings have thought about how they wanted to be remembered by the people of the time. Their funerals reflected back on their lives, through the gold that was laid on to Shields ship and that was put in the memorial on the coast for Beowulf. Works Cited Greenblatt, Stephen. The Norton Anthology Of English Literature. 8th. A. W W Norton & Co Inc, 2006.

The Qualities of Real Friends Essay -- Papers

The Qualities of Real Friends To have friends is an essential part of life and comfort. When you were little you had friends in school that you could play with. You shared your toys with them and laughed with them while the teacher was speaking. When you were in middle school, you probably adopted a clique of friends to see after class and hang out with after school. Later on in high school, you most likely narrowed your choice to one companion that you could share your troubles with. These are the people you chose to spend that time of your life with, and these are the people that cultivated who you are. Everyone has certain expectations of what a valuable friend should be like. What I think makes a friend is loyalty, personality and availability. A good friend has to be loyal and trust worthy. You can't live your life afraid that the person that you trust the most is going to betray you. I think in the beginning of each friendship you should test your friend's loyalty. You should never tell them too much of yourself too soon and have high expectations. When they have proven to you that they have a good heart and don't mean malice to you, then you should hold them close to your heart. It is a strong feeling of sanctuary to know that the person you call at night to spill your life to will never tell a soul. It is not good to keep things inside all the time and sometimes you need someone to share your feelings with. At other times you want someone to listen to your daily life and go through the same trials of events that happen to you; however, your friends can give you an objective point of view. Excellent friends are the ones who are enjoyable to be with. They have to have an amazing ... ...an share. When you don't spend time with your friend, both of your lives will seem distant and there won't be anything to talk about either. Who influences you when you are younger affects who you are in the future. When you are young, your mind is very fragile and is easily brainwashed by external factors. If you pick friend that has bad values you are most likely to attain the same values. There is an old saying that goes "You are who you hang out with". It is a very simple saying but there is a whole lot of truth in it. A really good friend is one who will give you good morals and has a good conscience. The person will help you gain strength and help you stand up for yourself. You want somebody that stands up straight by your side and is proud to have someone like you by theirs. An ideal friend will help you grow as a person and build your character.

Chris Peterson at DSS Consulting Essay

This case discussed the events that occurred during a change in DSS Consulting’s organizational structure. Three retired school district administrators established DSS Consulting during the late 1990’s. The company offered administrative support to small school districts located within the mid-west and mountain west region. They specialized in handling the negotiating of labor agreements as well as implementation of permanent system solutions designed to enable those organizations to run efficiently. The firm experienced a significant degree of success during their early years, which was primarily attributed to the founder’s personal relationships within each school district that utilized their services. The demand for the services offered by DSS grew quickly given the changing dynamic of challenges faced by each district. Some of those challenges related to reductions in budgets and subsequent reduction of administrative staff. The firm structured themselves to accommodate the change in services needs of their customers. As a result, DSS designed an organizational structure that consisted of the four areas of specialization: Procurement and Systems, Information Technology, Contract Negotiation and Facilities Planning. By the mid-2000’s, DSS experienced some significant changes in their organizational structure and their customer base. It was during this time that the founders of the company reduced the amount of time they were spending in client engagement and relying upon the expertise of the management teams for each specialized area. As a result, a gap was created surfacing the need for a strategy for attracting and retaining new business. This would require adapting their service offerings to meet the demands of rapidly changing market base. These factors led to a halt in the firm’s growth and forced the company to redefine the organizational structure to remain a competitor. The key issues of this case involved successfully redesigning the firm’s strategy, implementation of those changes while  maintaining their level of success. The firm would need to realign their management structure and create functional teams to design, develop and implement product offerings that would appeal to an expanded market (i.e. larger school districts). A major consideration for the firm was how to achieve this goal and maintain the level of commitment from employee’s as change in any form can be a daunting task. A new management structure was determined and Meg Cooke was appointed the Chief Operating Officer of DSS. Ms. Cooke and the Board of Directors made the decision to adopt a new structure that created cross-functional teams each assigned to a specific region for which they would design and create products for customers specific to their region that could potentially be marketed to additional regions with similar demands. Based on my review of the case, the major issues identified can be categorized as communication, leadership, organizational culture and organizational change. Communication The manner in which the new strategy was communicated at all levels of the organization appeared to lack a clear concise message which defined the redesigned strategy, new organizational structure and a detailed implementation plan to achieve the desired results. The communication of these changes wasn’t handled in the most efficient manner and subsequently not received by all employees in a favourable manner. Study results that have been published by the University of Pittsburgh’s Katz Business School have indicated that effective communication skills have become one of the most important factors when recruiter’s are screening candidates for potential managerial positions. Both Ms. Cooke and Ms. Peterson failed to communicate in all phases of the organizational change. Although it appeared that Ms. Cooke met regularly with other department leaders, she and Ms. Peterson never had regularly scheduled planning meetings or informal weekly check-ins to ensure that sh e and her team were on target for successfully delivering the team’s objectives. Although, Ms. Peterson communicated and fostered open, collaborative conversations with her team, she failed to communicate with her manager to ensure that she understood expectations for herself as the leader and for her team. Successful communication is only achieved when the sender and receiver of information  have the same understanding of the information presented. (See Figure 1) For example, when Chris Peterson was assigned to lead her team in delivering new products that would appeal to larger districts within and outside of her designated region. She received the message as â€Å" create/design new product offerings that would appeal to districts within the southwest region. Leadership The style of leadership varies with every individual. It has been stated that today’s successful leaders have created in their organizations an atmosphere where every employee believes in management, their strategy and the importance of their individual contributions in achieving the organizations goal. Blake Mouton’s Managerial Grid is a model using in identifying leadership style that is based on the concept that there are two behavioural dimensions: concern for people which can be defined as the degree to which leaders are aware of and consider the needs of their staff, their skill sets and development potential when making decisions about specific tasks to be completed. The second dimension is concern for production and is defined as the degree to which leaders place importance on objectives, efficiency and production specifically what it takes to meet the desired result. Based on these definitions, I would classify Ms. Cooke’s driving leadership behaviour dimension to be in the latter category of concern for production and Ms. Peterson’s as concern for people. It was evident that Ms. Cooke’s leadership style resulted in a disorganized and poorly motivated organization. Her lack of leadership to Ms. Peterson resulted in the team being led in the direction of focusing their efforts on a project that would not be approved. Ms. Peterson clearly valued the skills of each team member as well as taking extensive steps to ensure that a collaborative, innovative environment existed for her team to design and develop a new product offering for the districts in the southwest region that would meet their needs. Organizational Culture and Organizational Change The culture that exists within any organization plays a vital role in the behaviour and actions of employees. Organizational culture as defined McLean and Marshall is a collection of traditions, values, policies, beliefs  and attitudes that constitute a pervasive context for everything we do and think in an organization. Based on this definition, DSS’s original organizational structure could be classified as so-called Power Culture (Handy, 1993). This culture is typical for small entrepreneurial organizations similar to DSS, where the founders had a strong influence and played a central role in managing the company and securing contracts from their school district contacts. These types of cultures rely heavily on trust, personal communication and empathy. The structure is very informal and there are few rules and guidelines in this culture. However, the changes implemented at DSS to redefine their strategy forced a culture change as well. The organizational structure changed from functional to a more structured matrix type. The appointment of the COO position shifted the organizational culture from the personal interactive environment to one of project and task oriented nature. This shift made implementation of the new strategy increasingly more difficult as this was new to everyone at all levels of the organization.