Forensic Psychology and the Prison Service Essay Example for Free

Forensic Psychology and the Prison Service Essay The two programmes mentioned above have similar objectives and use comparable methods. The curriculum includes teaching problem-solving skills, perspective taking and social skills, creative thinking, moral reasoning, management of emotions, and critical reasoning (Blud et al, 2003). To pass through the first stage of selection for a cognitive skills programme in HM Prison Service, offenders should either have a current or previous conviction for a sexual, violent or drug-related offence, or they should demonstrate a life-style factor such as serious drug abuse or poor family relationships which indicate they may benefit from the programme. One study conducted by the Canadian Correctional Service showed that there were modest outcome effects at best, with 47% of the sample being readmitted to prison. Critics of this treatment suggest that focusing on developing compensatory strategies to repair deficits in thinking does not allow sufficient account to be taken of the predisposition, choices, opportunities and motivations of the individual, and that it would be more useful to design interventions which focus on providing opportunities to change and develop. There are alternatives to cognitive therapy within the prison system. One of these is the therapeutic institutional regime, which has the aim of providing offenders with an institutional environment that will encourage their development as members of an effective community, which may then lead to more effective participation in their community on release (Howitt, 2006, p. 366). The effective treatment of sex offenders originated in the behavioural therapies common in the 1960s. The treatment of sex offenders was not a priority in prison services until the last few years. Sex offenders typically have both sexual and nonsexual problems (Blackburn, 1995), so assessment needs to cover social, cognitive, affective, and physiological levels of functioning. Treatment for sexual offenders differentiates between types of offence, such as child molestation, exhibitionism, rape, and sexual assault (Hollin, 1989). Behavioural therapists consider assessment of sexual arousal patterns to be necessary. Changing deviant sexual preference is a major target of cognitive-behavioural programmes. There are a number of ways of doing this, such as covert sensitisation, shame aversion therapy, masturbatory or orgasmic reconditioning and shaping and fading (Blackburn, 1995). However, there are a number of questions over their use. For example, the assumption that deviant preference predicts re-offending remains largely untested. There are also attempts to improve social competence. Cognitive distortions are targeted in this approach. These distortions include beliefs about sex roles, rape myths, the acceptability of child-adult sex, and the minimization of harmful effects of sexual assault. According to Blackburn (1995), offenders who commit serious crimes against the person are likely to display multiple psychological dysfunctions. Blackburn states that there are four types of murderer: paranoid-aggressive; depressive; psychopathic; and over-controlled repressors (of aggression). In one study, using the MMPI (Minnesota Multiphasic Personality Inventory), Biro et al (1992) found that 49% of homicide convicts were in the hypersensitive-aggressive category. This category consists of people with the characteristic of being easily offended, prone to impulsive aggressive outbursts and intolerant of frustration. They are very rigid, uncooperative and permanently dissatisfied thing things. However, the causes of antisocial behaviour in psychotic offenders are often the same as those in the non-disordered. Psychological treatment for dangerous offenders is most frequently carried out in forensic psychiatric facilities. While pharmacological treatment is frequently the best strategy for treating acute psychotic disorders, psychological interventions are a more durable alternative for emotional problems such as depression or anxiety, and are critical in rehabilitation. There are few demonstrably effective treatment or intervention programmes for adult violent offenders in maximum-security prisons, particularly for those diagnosable as psychopaths. They have very high recidivism rates and are often involved in institutional violent behaviour (Belfrage at al, ).

Service Quality Standards in Health and Social Care

Service Quality Standards in Health and Social Care In health and social care services, quality is an essential component and a concept with many different interpretations and perspectives. It is important to both users of health and social care services and external stakeholders. While completing this unit I have gained knowledge of these differing perspectives and considered ways in which health and care service quality may he improved. I have tried to explore the requirements of external regulators and compare them with the expectations of those who use services. I have also learnt about few methods that can be used to assess different quality perspectives, and develop the ability to evaluate these methods against service objectives. I have also focussed on concepts of managing service quality with an aim of achieving continuous improvement and exceeding minimum standards. I have made a sincere attempt to understand strategies for achieving quality in health and social care services. By completing this unit, I sincerely hope that I have learnt basics of as to how to evaluate systems, policies and procedures in health and social care services. I have learnt about methodologies for evaluating health and social care service quality. TASK 1 Stakeholders are essential in health and social care regarding quality; discuss analysing the role of external agencies in setting standards. (1.1; 1.2) Stakeholder as one who is involved in or affected by a course of action. Patients are part of the stakeholder group that both pays for our health care system and are the end-user of it. The interests of health care organizations, medical professionals and other health care providers are represented through various government bodies, professional organizations and labour unions. We must try and understand quality considering the perspectives of staff and also perspectives of those who use services. Quality might have the same outcome but opinions of the health and social care staff and the patients might be quite different. In simple terms, quality is fitness for purpose. Quality is about meeting the service users requirements. If quality is about meeting service users requirements, it is important to discover what these requirements are. If we provide services with extras that service users dont want, we will not be adding quality. Stakeholders can be the external agencies eg Care Quality Commission; Supporting People; National Institute for Clinical Excellence; Health Service Commissioners; local authorities; users of services eg direct users of services, families, carers; professionals; managers; support workers. There are many organisations in the UK known as health and social care regulators. Each organisation oversees one or more of the health and social care professions by regulating individual professionals across the UK. These organisations, also known as regulators, were set up to protect the public so that whenever you see a health or social care professional, whether private or in the NHS, you can be sure they meet the standards set by the relevant regulator. To practise profession in health and social care, people must be registered with the relevant regulator. If they are not registered and still practise, then they are breaking the law and they may be prosecuted. These registers are made up of only those professionals who have demonstrated that they have met the standards set. These registers are open to the public. So if you want to check your professional is registered, you can do this either online or by calling the relevant organisation. In health and social care, professionals, clinicians and others, whose work is informed by traditional bodies of knowledge, are increasingly aware of the need for continuous personal development. High- quality services cannot be sustained unless health and care staff are consistently engaged in learning, individually and together. All care services need to work to standards and have a system for measuring that they are meeting standards. The health care system has audits which check that services meet quality standards, while social services have inspection units which register and inspect services. Standards are influenced by laws, subsequent regulations, codes of conduct and values. All organisations such as homes, day centres or community services, need a system to monitor how effectively services are being delivered and whether service users are having their needs met. Organisations may have their own quality monitoring systems. At a local level, quality assurance groups may seek to clarify, prioritise or set standards. Different parts of the system and external agencies need to work together, as part of a culture of open and honest cooperation, to identify potential or actual serious quality failures and take corrective action in the interests of protecting patients. Explain what the potential impacts of not appropriately managing quality in health and social care settings might be? (1.3) If quality in health and social care settings is not appropriately managed, this could lead to serious consequences. It could lead to inability to improve the health and social well-being of people in the area for which they are responsible; Planning and commissioning health and social care will be unable to meet the needs of people in that area. It will cause inability to secure the delivery to people in an area of health and social care that is safe, efficient, co-ordinated and cost-effective. Also the availability and quality of health and social care in that area will deteriorate. The development of standards, guidance and strategic targets will be stagnant. This would mean that local targets will not be achieved. It would mean that patient satisfaction will diminish and targets and expectations will not be met. Obviously, if the quality is inappropriately managed, it would have a significant impact on all three basic criteria. It would lead to poor clinical effectiveness. Safety of the patient ill not be guaranteed and this would lead to poor outcome in terms of patient experiences. Where the regulatory bodies find that providers are not meeting the standards, they require them to improve and has a range of enforcement powers they can use. These powers include warning notices, penalties, suspension or restriction of a providers activities, or in extreme cases, cancellation of a providers registration which effectively means closure of a service. Providers who train healthcare professionals also have a responsibility to deliver training in a safe and effective way in line with the standards set by the professional regulators. The professional regulators have an interest where the quality of training may put patients at risk. I. What are the major quality issues that were identified in the last State of Social Care (CSCI, 2009) standards report? What might be the implications for service users? (2.1) CSCIs report, The State of Social Care in England 2009, concludes that services do not meet the expectations. The report is believed to highlight that social care services are struggling to meet peoples needs. Fewer people are receiving the care they need to enable them to live independent lives in their own homes. It is all so understood that the report will say there are continuing and chronic difficulties in recruitment and retention of staff throughout the whole care sector. People, whether they pay for their care or are publicly funded, are not always getting the individualised help that they need to make decisions about their support which in the long term can be costly to individuals, family carers, councils and the NHS. People are not always getting quality personalised support, particularly those with multiple and complex needs, some of whom may have little, if any, choice about their care. There are concerns about people who are lost to the system because they are ineligible for publicly funded support or are self-funders. There is an increased demand and resources are limited which is putting a lot of pressure. The report states that people who have complex needs are not getting personalised care. It notes excellent examples of people receiving the support they need but adds that too many people are not getting the right amount of personalised care. Many people do not get the information, advice or support they need to help them make informed choices about their care. Implications for service users: Poor quality service can disrupt funding, damage the reputation of organisations and individuals and lead to inappropriate planning decisions. Improving quality improves patient care and value for money. It is important to improve quality because it will lead to preventing ill health and provide patient-centred care. It will also help to manage increasing demand across all programmes of care and to tackle health inequalities. Improved quality will lead to deliver a high-quality. People who would be affected the most because of poor quality will be mainly the older population, people with long-term conditions, people with a physical disability, maternity and child health, family and child care people using mental health services, people with a learning disability acute care and palliative and end of life care. There are many different approaches to understanding quality. Describe any three approaches of your choice highlight a particular strength of each approach. Different understandings of quality: A common quote is: Some things are better than others; that is, they have more quality. It is a grade of goodness or excellence. Quality therefore means free from defects. In my opinion, quality means patients satisfaction. After reading and learning more about quality, I have realised that quality can be understood with variour approaches. It can be measure in terms of the exceptional (highest standards) or in terms of conformity to standards. It can also be described as fitness for purpose, as effectiveness in achieving institutional goals; and as meeting patients needs. Quality as exceptionality This is the more traditional concept of quality. It is associated with the idea of providing a service that is distinctive and special, and which confers status on the owner or user. Many institutions emphasise that health and social care must have exceptional standards. However, it is not possible for the agency to condemn all other institutions. This approach is not always possible. Quality as conformance to standards The word standard is used to indicate pre-determined specifications or expectations. As long as an institution meets the pre-determined standards, it can be considered a quality institution fit for a particular status. This is the approach followed by most regulatory bodies for ensuring that institutions or programmes meet certain threshold levels. Quality as fitness for purpose This approach has the following questions Who will determine the purpose? and What are appropriate purposes?. The answers to these questions depend on the context in which quality is viewed. The purposes may be determined by the institution itself, by the government, or by a group of stakeholders. Quality as effectiveness in achieving institutional goals In this approach, a high quality institution is one that clearly states its mission (purpose) and is efficient in achieving it. This approach may raise issues such as the way in which the institution might set its goals (high, moderate or low), and how appropriate those goals could be. Quality as meeting customers stated or implied needs This is also a variation of the fitness-for-purpose approach. This is where the purpose is customer needs and satisfaction. Quality therefore corresponds to the satisfaction of the patients. Which approach to quality (you may choose one that isnt above) do you feel is more often used by providers of health and social care services users and why do you think that this is the case? (2.2) Standards-based understanding of quality In my view, I think health and social care providers use an approach which is conformance to the standards. Many regulatory bodies set goals and aims for a particular healthcare setting and the organisation works hard to achieve these goals. Implementing quality needs planning. There should be policies and procedures. Government should set some targets. An audit can be an excellent tool to check if appropriate quality of care is being delivered. There should be constant monitoring and review should take place at regular intervals. Good communication is the key to implement good quality. Proper information should be shared especially when shifts finish, hand over should be done adequately. We all should be open and ready for adapting to change. Standards: minimum standards or best practice should be the goal or certain benchmarks should be set. We must have measurable performance indicators. All health and social care settings should have codes of practice. There should be legislation in place which could either be local, national or European legislation. In the standards-based understanding of quality, health and social care institutions must demonstrate their quality against a set of pre-determined standards. These standards will set a threshold level of quality. However, quality assurance today has changed. While in the past quantitative criteria was enough to demonstrate that a standard had been met, more qualitative criteria is now incorporated and institutions may thus be able to more easily maintain their individuality. IV Suggest the potential barriers to delivering quality at this scheme and other health and social care services (2.3) There are a number of barriers to improving quality. It could be due to lack of proper implementation of documented procedures. There is a lack of incentives to change traditional ways of providing care. Also a lack of a patient-centered culture and values. One of the biggest problem is lack of relevant training and support. Also we dont have enough expertise in interpreting survey data. Sometimes it is just the resistance to change which can be quite difficult to overcome. We shall discuss relative impact of a range of potential barriers. The biggest constraint is the time available to focus on improving the quality of services, followed by a lack of leadership. People need to be identified, trained and supported to provide leadership and commitment. Lack of leadership in delivering quality is an important barrier. Training if not received properly could lead to poor quality in health and social care. We know there could be few health and social care workers who received no training, few who were trained in all the identified areas of quality, some who had been trained in only one area (predominantly clinical governance and audit) and the remainder received an inconsistent mix of training in different areas. A consistent package of core training in all facets of quality is needed for all NHS staff. Staff must be rewarded through the appraisal process, this could lead to a morale boost and lead to better quality of work. How does legislation (relating to quality) impact on the delivery of quality in health and social care service(s) offered in England and Wales? (3.1) Rules and regulations must be followed because safety depends on them. They usually come from one of two sources as they may be local and designed by the employer or they may have been designed by the government. Hospitals have their own policies and they also follow rules set by the NHS and the government. Wherever they come from, it is important that they are followed as they are put in place for the good of everyone. One of the main sets of rules and regulations is The Health and Safety at Work Act 1974. This act provides the basis of health and safety law. It places general duties on all people at work, including employers and employees. All places of employment are subject to health and safety law. Employers must have relevant policies in place. These must be designed for health and social care so that all of the staff can follow them and comply with the safety laws. Most care establishments have the following policies like fire policy, lifting policy and hazardous waste policy. When running or managing a care service and carrying on a regulated activity there are certain things you have to do by law. Though the legislation should be used as guidance only, and is not legal advice. Another important act is Health and Social Care Act 2008. The Health and Social Care Act 2008 established the Care Quality Commission as the regulator of all health and adult social care services. It is important to be aware of all the up to date provisions. We should try to describe quality and safety from the perspective of people who use services and place them at the centre of the registration system. It is important that anyone registered to provide or manage a regulated activity is aware of the guidance that has been produced. It is very important to be aware of the legal side of things so that we can ensure the safety of patients and also ourselves. Identify other factors that might influence the achievement of quality in health and social care services (3.2) How to deliver high-quality healthcare in the most efficient manner possible is the question that is very important. In my opinion, healthcare delivery should be clinically effective, focusing on treatment outcomes, including survival rates, symptoms, complications and patient-reported outcomes. In my view, health and social care must be safe: avoiding harm, looking after people in clean, safe environments, and reporting any medical errors or adverse events. One main goal should be ensuring that healthcare is available to all according to need and avoiding financial barriers that prevent access to necessary care. It is important that health and social care is efficient: paying attention to value for money, avoidance of unnecessary interventions, and careful use of limited resources. Health and social care should be responsive: providing personalized, patient-centred care, delivered with compassion, dignity and respect; measuring, analysing and improving patients experience and satisfaction. How can health and social care workers ensure their knowledge base is up to date and that their work is of a quality standard and what role and responsibilities do health and social care service providers have in relation to this. (3.3) As health care or social care workers, we must endeavour to keep our knowledge base up to date and ensure that our work is of quality standard. Ideal care workers will go out of their way for patients, they try to understand what its like for the service user and carer; they are happy and interested in their work and knowledgeable about their jobs and are always ready to help. Good communication is the key. We must attend seminars, meetings, group discussions and do online studying along with regular text bok reading. Group discussions and team work will help us to realise the gaps in our knowledge. Care workers should have knowledge of services and legislation relevant to users and carers needs. They must know about the benefit system and sources of funding, or who to refer to if they dont. It is of utmost importance that they know when and whom to ask for extra help. Health and social care workers should know about the people they are caring for. They should be familiar with the roles of other people in relation to meeting service user and carer need. Health and social care workers must understand their limitations and have up-to-date knowledge. It is recommended that care workers review their learning over the previous 12 months, and set their development objectives for the coming year. Reflecting on the past and planning for the future in this way makes your development more methodical and easier to measure. Care workers may already be doing this as part of their development review with an employer. CPD is a personal commitment to keeping our professional knowledge up to date and improving our capabilities. It focuses on what we learn and how we develop throughout your career. As a professional, we have a responsibility to keep our skills and knowledge up to date. CPD helps us turn that accountability into a positive opportunity to identify and achieve our own career objectives. CPD is an opportunity to do ourselves some good; the nature and scale of the benefit depends entirely on us. I. Identify method used to assess quality, evaluate the method with two more methods of your choice (one external and internal (4.1) Measuring the quality of health care has become a major concern for funders and providers of health services in recent decades. One of the ways in which quality of care is currently assessed is by taking routinely collected data and analysing that data. The use of routine data has many advantages but there are also some important pitfalls. The Measurement of Quality: Methods for assessing quality can be various. We could use questionnaires, focus groups, structured and semi-structured interviews, panels, complaints procedures, feedback forms and road shows. Nice questionnaires should be prepared which should be given to the patients to fill in their own time. This could give us a fair and honest opinion about our services. Small focus groups and interviews can also be a good technique. To achieve good levels of quality service, we must have complaints procedures in place. Feedback forms could be an excellent measure for quality of any service provided. This could also prove beneficial in improving the quality by acting upon any suggestions made by the patients. Scientific methods of measurement are increasingly necessary. Evaluation requires good methods in order for the resulting data to be useful. Further, data from evaluations are being used to create significant change within organizations, so faulty data based on inaccurate measurement methods carry a great risk. Quality will not be improved simply as a result of inspection. It must be built into the people and the processes carrying out the work of the organization. In health and social care setting we must all define quality, measure its achievement, and create innovations to constantly improve. This requires active involvement of all within the organization, from the mailroom to the boardroom. Visible, supportive leadership is essential. II. If quality is about meeting customers or service users requirements, it is important to discover what these requirements are (Martin and Henderson, 2001 p. 178) Quality is most easily recognised in its absence and many public perceptions of healthcare are based upon measuring the absence of quality for example, waiting times, waiting list sizes, even illness itself are all measurements of the absence of quality. The client/patient: the client/patients view of the quality of their experience will depend upon two factors: a successful outcome and a positive experience before, during and after treatment. However, some procedures which may be deemed clinically desirable to maximise the probability of a successful outcome may be highly uncomfortable and inconvenient for the patient. Increasingly, the separation between these aspects is being questioned as it is recognised that clinical outcomes are influenced by a patients general state of well-being. This increases the need to take account of what has been traditionally considered as non-clinical aspects of care. Service quality is more difficult for patients to evaluate than goods quality. A patients assessment of the quality of health care services is more complex and difficult for them as well. Patients do not evaluate service quality solely on the outcome of a service; they also consider the process of service delivery. The antibiotics may have resolved the throat infection, but if discourtesy and an uncaring attitude marked the patients interaction with the provider, the perception may well be poor service quality. The patient defines the only criteria that count in evaluating service quality. Only patients can judge service quality; all other judgments are irrelevant. Patients requirements, in my opinion, are: Access: approachability and ease of contact. Communication: keeping patients informed in language they can understand. Listening to them is equally important. Less use of of medical jargon. Competence: possession of the required skills and knowledge to perform the service. Courtesy: politeness, respect, consideration, and friendliness of health and social care worker. Credibility: trustworthiness, believability, and honesty of the service provider. Reliability: the ability to perform the promised service dependably and accurately. Responsiveness: the willingness to help patients and to provide prompt service. Security: freedom from danger, risk, or doubt. Understanding of the needs of a patient: making the effort to know patients and their needs. III. Service user involvement has become a buzzword in policy aimed at achieving quality. Discuss strategies used to involve service users and their effectiveness. (4.2) Service user involvement is a two way process that involves both service users and their service provider in the sharing of ideas, where service users are able to influence decisions and take part in what is happening Patients, carers, parents and advocates of the sick and vulnerable should have input into the kind of health service we have. They should be consulted about changes to services, and they should be involved in the design of those services. They should help to set the standards by which services are judged, and help to assess whether a particular aspect of the service meets those standards. At every stage, the users of the health service should be offered the opportunity to play an active part in developing, delivering and evaluating their service. Involvement can be achieved by using the following methods. Information sharing This may include letters, posters, newsletters, videos, tapes, text messages and forums. Listening This may include: one to one interviews, group interviews, focus groups, and service user meetings, one off events, questionnaires and workshops Consultation This may include: one to one interviews, group interviews, focus groups, questionnaires, one off specific focused events, workshops, and video or drama events. Participation This may include: user panels focused on specific topics, resident groups, inclusion in organising events, videos and other media to give information to other service users. Patients should be involved in making decisions about their own health care. They should be actively involved in co-designing services, redesigning services, developing services or change management. The government should be undertaking peer education and support. More patients should be taking part in research. These strategies could be used to involve service users.

Positioning of Apple, Blackberry and Nokia

Positioning of Apple, Blackberry and Nokia Apple Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The companys best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; and iOS, a mobile operating system. As of August 2010, the company operates 301 retail stores in ten countries, and an online store where hardware and software products are sold. Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977, the company was previously named Apple Computer, Inc., for its first 30 years, but removed the word Computer on January 9, 2007, to reflect the companys ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers. As of September 25, 2010, Apple had 46,600 full time employees and 2,800 temporary full time employees worldwide and had worldwide annual sales of $65.23 billion. For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns, Apple has established a unique reputation in the consumer electronics industry. This includes a customer base that is devoted to the company and its brand, particularly in the United States. Fortune magazine named Apple the most admired company in the United States in 2008 and in the world in 2008, 2009, and 2010. The company has also received widespread criticism for its contractors labor, environmental, and business practices. Segmentation: According to Michael J. Croft (1994), segmentation is to divide a market by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all category users. Market segmentation is one of the steps that goes into defining and targeting specific markets. It is the process of dividing a market into a distinct group of buyers that require different products or marketing mixes. A key factor to success in todays market place is finding subtle differences to give a business the marketing edge. Businesses that target specialty markets will promote its products and services more effectively than a business aiming at the average customer. Opportunities in marketing increase when segmented groups of clients and customers with varying needs and wants are recognized. Markets can be segmented or targeted using a variety of factor. The bases for segmenting consumer markets include: Demographical bases (age, family size, life cycle, occupation) Geographical bases (states, regions, countries) Behaviour bases (product knowledge, usage, attitudes, responses) Psychographic bases (lifestyle, values, personality) A business must analyze the needs and wants of different market segments before determining their own niche. To be effective in market segmentation keeps the following things in mind: Segments or target markets should be accessible to the business Each segmented group must be large enough to provide a solid customer base. Each segmented group requires a separate marketing plan. Apple is such a band whose core competence in innovation. For apple to keep its market share it needs not only to concentrate on its research and development but also on segmenting its market efficiently and reaching them with its new products. Customers View of Segmentation: Customers segment themselves and take no notice of how companies segment their market(s). When choosing between competing products and services, customers select the proposition that meets their needs better than any other. To win market share, therefore, a company must ensure that their offers meet these needs better than any other at a price they perceive as providing superior value for money (which does not necessarily mean it has to be the cheapest). As this is how customers operate in a market, then a segmentation project should have these as its segmentation criteria. On its own this approach to segmentation, while able to provide you with an invaluable insight into how to win a customers business, still requires you to know how to reach them. The input to this part of a winning proposition, provided by a detailed understanding of who the customers are and where they are to be found, is clearly very important and plays a crucial part in our segmentation process. In addition, by really understanding what underpins a customers choice we gain an insight into their motivations, which will lead you to understand what promotional stance to take? Interestingly, all the reputable marketing books and marketing courses which look at the alternative approaches to segmenting markets include needs-based segmentation (sometimes called benefit segmentation) in their reviews. They also conclude that needs-based segmentation is by far the most successful approach. This is the approach taken by The Market Segmentation Company, for which we have developed a series of practical steps, tried and tested in numerous markets around the world, and incorporated into our segmentation process. Positioning of Apple, Blackberry and Nokia: Blackberry handset is no longer concerned with the occurrence of iPhone. Because of not all people switch off from their Blackberry handset to iPhone gadget, this statement was stated by researchers from UBS Investment Jeffrey Fan after successfully interviewed 222 people in UK and 106 people in United States when they would buy iPhone 3G. According to Cellular News, 106 of iPhone buyers in United States, only five people, or 4.7 percent are Blackberry users. In fact, three of that number doesnt intend to sell their Blackberry after buying Apple iPhone. About 30 percent of 106 people use Motorola and Samsung. With each contributing is 15 percent, said the Cellular news. In UK, from 222 people who purchased the iPhone, only eight people or 3.6 per cent claiming to have it switch from Blackberry to iPhone. Only one person is interested in using them, iPhone and Blackberry. However, 18 percent of these respondents claim to have a corporate Blackberry so that they cannot take down the handset made by Research in Motion (Rim). From 222 people in UK, the 28 percent is former Nokia users, while 20 percent is former Sony Ericsson users, Fan explained. Fan detailed more about this research, although the research is limited, but it can prove that the market segment of Blackberry and iPhone users is very different so it will not become a significant threat to Rim. In above countries, the majority of iPhone 3G buyers have used first version of iPhone. In UK is about 29 percent and in United States is about 37 percent. Even, some iPhone operator in several countries also sells Blackberry handset as alternative of iPhone by selling Blackberry with cheaper price. For example, the T-Mobile of United States reduced the price of Blackberry Curve by USD 50, to USD 99. According to Wilbur Schramm (1954), Schramms third model is based on the convergence or network approach. Due to various kinds of noise there are chances that the message gets distorted till it reaches the receiver, to overcome the problem he introduced the concept of feedback which helps the sender to modify the information from what he observes or hears from the receiver or the audience. The communication process now takes a circular form as both parties take on the roles of sender and recipient. Schramms model emphasizes on the importance of feedback for the information to reach the receiver in the same manner as desired by the sender. Feedback is essential in the business environment to ensure that the constituencies interpret the information correctly from the companies. Apple, Blackberry and Nokia: The iPhone was growing explosively, but its market share was barely a third of Nokias 68 million smart phones. Despite the massive coverage of the iPhone success in the United States, RIM with its Blackberry still leads the U.S. Smartphone market, with a share of over 30%. Apple had less than 30%, while Android-based phones (Google) were catching up fast. In the second quarter of 2010, Nokia held onto 33% of the mobile phone market. In the Smartphone market, Nokia sold 24 million such devices, up 42% from a year earlier. The overall Smartphone market grew at about the same rate, so Nokia held its share from a year ago, at 40.3%, and actually grew share slightly from the first quarter of this year. So in the global Smartphone rivalry, Nokia still had the lead, while RIM and Apple followed. The winners of the Smartphone market will be determined by global success. So is Nokia; in so much internal turmoil that it is reportedly considering replacing its CEO. Despite the softening of Nokias market share in the United States, Nokia has managed to expand its global position, especially in the high-growth large emerging markets; including China, India, Brazil and Indonesia. In a global rivalry, it would be a fatal mistake to think of these markets as second-tier. Apple is yet to open a store in India. India has such a huge market. Nokia with leading market share in India Apple should look at it if it sights at global leader in mobiles. True, until the 1980s, the lead customers in the most advanced industries were still in the United States, Western Europe and Japan. The G-7 nations dominated talks on international economics. And what was good for California was good for the world. Today, the lead customers are increasingly in the emerging world. The G-7 has been replaced by the G-20. The U.S. market is no longer enough for global leadership. In the global markets, the new mantra is, to paraphrase Frank Sinatra: If you can make it in Shanghai, you can make it in New Delhi, too. And yet, as Nokia has found out the hard way, the United States remains necessary for sustained global success. And the U.S. market is the main source of concerns about Nokias corporate future. In high-tech business, a solid presence in the United States is not just about a market share. It is about ensuring a role in cutting-edge innovation. Apple has hugely targeted youth and people having higher interest in technological products. The major setback for apple is it doesnt support office applications. Apple needs to concentrate on overseas expansion of its market. It is able to reach its target audience in some of the developed countries, but not having full length operations in a country like India is a big loss for any industry. Apple Ad Campaigning: In the past two decades, Apple Inc. has become well known for its advertisements, which are designed to reflect a plan of marketing their products to creative individuals. Their most significant ad campaigns include the 1984 Super Bowl commercial, the 1990s Think Different campaign, and the iPod people of the 2000s. Apples portable music player, the iPod, has been showcased as a piece of contemporary art in New Yorks Museum of Modern Art. Since the original Macintosh Super Bowl commercial in 1984, which mimicked imagery from George Orwells 1984, Apple has maintained a style of homage to contemporary visual art in many of its more famous ad campaigns. For example, the Think Different campaign linked Apple to famous social figures-including artist John Lennon and social activist Mahatma Gandhi. Apple has been criticized for its sometimes questionable use of modern art as an inspiration for its marketing campaigns-at times re-creating a short film or music video shot-by-shot for its commercials. Some artists have documented entering into rights-negotiations with Apple, only to have Apple pull out of the discussions, then use the artistic imagery anyway. As a result, several lawsuits have been filed against Apple by artists and corporations alike, such as visual artist Louie Psihoyos and shoe company Lugz. These claims were later confirmed. In 1997, the Think Different campaign introduced Apples new slogan, and in 2002 the Switch campaign followed. The most recent advertising strategy by Apple is the Get a Mac campaign. Today, Apple focuses much of its advertising efforts around special events, and keynotes at conferences like the MacWorld Expo and the Apple Expo. The events typically draw a large gathering of media representatives and spectators. In the past, special events have been used to announce products such as the Power Mac G5. Apple Branding: Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumers mind. Thus brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value. Legal name for a brand is trademark and, when it identifies or represents a firm, it is called a brand name. Apple Computers is the epitome of self-empowerment and self-fulfilment combined in one brand. How else to describe a Cult Brand whose original slogan for the Macintosh was, the computer for the rest of us? Of course, the rest of us were those brave individuals who wanted to control their own destinies and break free of the systems controlling grip and authoritarian ways. In the eighties, Apple painted this dark controlling force as being IBM, while in the nineties it became Microsoft and Bill Gates. As Christopher Escher, former VP of Corporation Communications, noted: They turned computers, which are essentially a product for business people to crunch numbers with, into symbols of self-realization and liberation against social constraints. Apple has a branding strategy that focuses on the emotions. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple br and personality is also about simplicity and the removal of complexity from peoples lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers. The 2009 results of Virtues ranking of the most social brands is in, and Apple came out on top.   Apple is one of the most powerful relationship brands, so its not surprising that people talk about it across the social Web.   In fact, Apples iPhone brand took the ultimate top spot in the list of the most social brands, while Apples iTunes brand ranked 6th, and the Apple parent brand ranked 8th.   Interestingly, according to an article from Adweek, the only other companies to have multiple brands ranked in the top 20 of Virtues list were Sony (for both the parent brand and PlayStation) and Microsoft. Apple was successful till the launch of Iphone4 but after the launch of Iphone4 it faced problems regarding the signal problem. The issue relates to the mobile phone signal, with users reporting a drop in signal strength when the phone is held. After knowing from the analysts that recalling Iphone4 would cost the millions, Apple boss Steve Jobs held a meeting after the launch and tried to suppress the problem by offering free bumpers for the customers perceiving it would boost the signal. But, there were still a lot of customers left behind un-satisfied. Positioning: In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market. It is widely recognized that Apple is a premium brand that demands and earns a price premium.   This price premium spans the entire Apple product line-up encompassing the Macintosh, iPod, iPhone, software, and accessories.   Apples positioning is aligned with targeting a less price sensitive customer.   As a result, Apples culture and internal activities are structured to meet the needs of these customers; strategists call this needs-based positioning.   Apple has thus created a culture and a set of activities to differentiate it from rivals in order to meet the needs of their target customers. If Apple were to attempt to compete for all customer segments, it would have to lower product prices.   The danger with such an approach is that it would not only undermine and erode the companys premium brand image but it would also undermine the companys culture and internal activities. Andreasen and Kotler, (2008) suggest three levels of product features. They are: Core, Tangible, and Augmented (Refer to appendix 1). Core Product. What is the core benefit your product offers?. Customers who purchase a camera are buying more than just a camera they are purchasing memories. For Apple core product is its brand. Actual Product: All cameras capture memories. The aim is to ensure that your potential customers purchase your one. The strategy at this level involves organisations branding, adding features and benefits to ensure that their product offers a differential advantage from their competitors. These are tangible. IPhone come with a beautiful packing. Apple made iTunes the activation agent for the IPhone, thus making customers familiar with its product. Augmented product: What additional non-tangible benefits can you offer? Competition at this level is based around after sales service, warranties, delivery and so on. John Lewis a retail departmental store offers free five year guarantee on purchases of their Television sets, this gives their `customers the additional benefit of piece of mind over the five years should their purchase develop a fault. Apple has setup a Genius bar and offers warranty for the product. This helps its customers to have confidence in the brand thus enables them to buy their product. Apple took care that its product not reaching the decline stage. When 2G seemed to reach decline stage it came forward with 3G and it continued till 4G.Each time it kept on increasing the price which benefited the company. Competitor Actions: Brand attitude also depends on competitor actions. A downturn in Hewlett-Packards attitude occurred during two quarters in which Canon ran some hard-hitting comparison advertising about Hewlett-Packards printers, the most visible Hewlett-Packard product with respect to advertising exposure. More dramatic was the impact of Windows 95. A product intended to neutralize Apples user-friendly comparative advantage, on Apples brand attitude. For the first quarter of 1994 (when Techtel respondents, some of whom were beta version testers, first began to provide opinions about Windows 95) to the fourth quarter of 1997, we find a very strong negative interrelationship (i.e., a correlation of -.95) between the attitudes toward Apple and toward Windows 95. Conclusion: Brand is all-important. Apple is one of the most established and healthy IT brands in the World, and has a very loyal set of enthusiastic customers that advocate the brand. Such a powerful loyalty means that Ample not only recruits new customers, it retains them i.e. they come back for more products and services from Apple, and the company also has the opportunity to extend new products to them Apple is definitely perceived as a premium brand from the customers perspective. But in case of Iphone4, Apple lost reputation from its customers. It felt in a race for cannibalizing their own products and tried to skim off the profits. Even it tried to repair its lost reputation from the customers it was not acceptable from such highly perceived company. Customers expect high valued products from Apple they might take all possible measures to care about its next product. Else, they may fall behind by miles in this market competition. Biblography: Brassington, F., Pettitt, S. (2007). Essentials of Marketing. Essex: Prentice Hall. Dibb, S., Simkin, L., Pride, w. M., Ferrell, O. C. (2006). Marketing Concepts and Strategies (5th ed.). London: Houghton Mifflin. Fill, C. (2007). Communications: Contexts, Strategies and Applications. London: Financial Times Press. Johnson, G., Scholes, K. (2008). Exploring Corporate Strategy: Text and Cases. London: Prentice-Hall. Kotler, P., Armstrong, G. (2006). Principles of marketing. New Jersey: Pearson Education Inc.

The Physical and Emotional Journeys of Charlotte Brontes Jane Eyre Ess

The Physical and Emotional Journeys of Jane Eyre The novel "Jane Eyre" by Charlotte Brontë consists of the continuous journey through Jane's life towards her final happiness and freedom. This is effectively supported by five significant 'physical' journeys she makes, which mirror the four emotional journeys she makes. 10-year-old Jane lives under the custody of her Aunt Reed, who hates her. Jane resents her harsh treatment by her aunt and cousins so much that she has a severe temper outburst, which results in her aunt sending her to Lowood boarding school. At the end of the eight years, she has become a teacher at Lowood. At the age of eighteen she seeks independence and becomes governess at Thornfield Hall. Over time, Jane falls in love with its master, Edward Rochester, who eventually proposes to her. On their wedding day, the sermon is abruptly halted by the announcement that Rochester's insane wife is kept locked up in the attic of Thornfield. Jane runs away. Penniless and almost starving, Jane roams the countryside in search of shelter, until she finds the house of St John, Mary, and Diana Rivers, who take her in and nurse her back to health. Jane then acquires an unexpected inheritance from her uncle. One night, Jane 'hears' Mr Rochester's voice calling for her, and decides to return to Thor nfield immediately. On her return, she finds Thornfield to be a "blackened ruin" due to a fire which has left Rochester blind with only one arm and killed his wife. Jane goes to Rochester's new home, and they are married. Jane's 'physical' journeys contribute significantly to plot development and to the idea that the novel is a 'journey' through Jane's life. "Jane Eyre's" chronological structure... ...law, and scorned and crushed the insane promptings of a frenzied moment." To start with, Jane is oppressed by her aunt and is allowed no will of her own, she is completely "a dependant" and has "no money". This situation improves enormously when Jane goes to Lowood, although she is still a servant in Thornfield until she runs away to Marsh End, where she must still depend on others in order to survive. Jane eventually gains her freedom through her inheritance, and the fact that she no longer has to depend on Rochester. Jane's physical and emotional journeys are brought to an end in the last chapter, where she switches from past to present tense: "My Edward and I, then, are happy....." This shows that she is no longer looking back, only forward to her future happiness as she has finally reached her 'destination'.

The Atomic Bomb Helpful or Harmful Essay -- essays papers

The Atomic Bomb Helpful or Harmful There used to be a time in America when the name â€Å"Atomic Bomb† seemed fictional to some, non existent to others,and seemed only a dream to those in the science world. That time is long gone.The day that changed all ideas and opinions about what war was and what is has evolved to be was August 6,1945. President Truman had decided to drop the Atomic bomb in order to end the war and save as many lives as possible. The United States had dropped the bomb on Hiroshima in order to end the war almost instantly and avoid bloody invasion, thereby saving both American and Japanese lives. Whether or not to drop the atomic bomb was president Truman’s decision, faced with this decision Truman researched and asked advisors to share their ideas about the bomb and then made the best decision for the American and Japanese people. â€Å" In an invasion of Japan,the fighting would have been more savage, and the number of lives lost on both sides would of been tragic.†(O’Neal 35) The Atomic bomb was essential in helping to put and en d to the war and saving lives. The decision to drop the atomic bomb was made by President Truman . In his decision he states, â€Å" The only thing that was the right thing to do for the American and Japanese people was to end the war through the use of the atomic bomb.† ( O’Neal 36) Why all the controversy over the bomb? Historians and people today continue to ask this question along with others. Were the Japanese seriously considering surrendering before the bomb was let off, and was the only way the war could of been ended ended was throughout the bomb? The atomic bomb saved lives on both sides and served it’s purpose of helping to end the war. The facts remain the Atomic Bomb that was dropped on Hiroshima killed many civilians, but if the war continued to go on it would of killed many more. When President Truman walked in to the White House he had problems and decisions lying ahead of him that he knew little about.In his first few days of briefing from advisors and committee he had said,†I have to decide Japanese strategy-shall we invade Japan proper or shall we bomb and blockade? That is my hardest decision to date .but I’ll make it when I have all the facts. â€Å"(Takaki 26) As you can see Truman had no intention of making uneducated decisions and he was by no means in a rush to bo... ...tomic bomb was being assembled at the time and it was to be let off on Tokyo, that bomb was never used. The 500,000 lives that were saved in bombing Hiroshima compared to the 100,000 that died in the bombing shows that Truman did in fact make the best decision when lives were at stake. Bibliography: Alperovitz, Gar. The Use of the Atomic Bomb. Chicago : D.C. Heath and Company, 1974. Blow, Michael. The History of the Atomic Bomb. New York ,New York:American Heritage Publishing and Company Inc., 1968. Feis, Herbert. The Atomic Bomb and the end of World War II. Chicago: Princeston University Press, 1866. Kurzman, Dan. Day of the Bomb. New York: McGraw- Hill Book Company, 1986. Nardo, Don. Modern Japan. California: Lucent Books, 1995. O’Neal, Michael. President Truman and the Atomic Bomb. San Diego,California Greenhaven Press, Inc., 1990. Takaki, Ronald. Hiroshima. Canada: Little Brown and Company Limited, 1995. Wheeler, Keith. World WarII Time Life Books. Virginia: Time Life Books Inc., 1983. Wyden, Peter. Day One Before Hiroshima and After. New York: Simon and Schustler, 1984.

Baz Lurhman Essay

In 1594 William Shakespeare wrote the play Romeo and Juliet, probably one of his most famous plays. This play was directed at an Elizabethan audience. Since then it has been shown at most theatres and cinemas for the middle-aged, educated people, a good example of this was Franco Zefferellis film in 1968. This version was a tradition Shakespeare format, it was filmed in an Italian city, Verona, in the 16th century with all the traditional clothing and language. However, Baz Luhrmann’s 1996 movie ‘William Shakespeare’s Romeo and Juliet’ is a very accessible version of the play. His adaptation of Shakespeare’s classic story has been mixed with a modern day society with guns and drugs but still using the Elizabethan English. He updated almost everything in his film to attract the younger audience. He was trying to achieve a box-office success and in my opinion, and many others he did succeed in his attempt in many ways. In the opening sequence the audience would immediately know that the film was directed at the younger audience and had been updated to the 21st century, as it starts off with a blank television, this immediately shows the audience it is an updated version as the television is a 20th century invention. The camera zooms towards the TV and as it does a female news reader gives a vivid account of what is happening and what to expect in the plot, yet to unfold. She is a middle aged woman of Caribbean culture and has the ability to present her narrative in a clear diction. This also shows the audience the film has been updated because up until 25 years ago the black race were a 2nd class race across countries and in Shakespeare’s time the black race would not have been in one of his plays. The soundtrack starts to play, and as it does it tells the audience that the film is action packed. It starts to play after the prologue has finished being read by the news reader and whilst it is playing the camera zooms into the TV it becomes distorted. There are then quick flashes of the scenes to come in the film, flashes of police helicopters, police, high rised buildings for the modern audience, they would immediately be familiar with the city and shows an older audience it not their type of film. The music becomes louder to give the film a dramatic effect, this makes the film intense. The audience is then shown skyscrapers that are topped by the trade names, Capulet and Montague, this reinforces the conflict between the two families. The audiences now know that this not fair Verona in Italy but fictionalised Verona Beach in America. The camera then pans out on the city. Pete Postlewaite, an English Shakespearian actor starts to read the prologue this shows that Baz Lurhanne chose his cast very carefully, he chose Pete Postlewaite to give the film more of a ‘Shakespeare’ effect, as he does there’s flashes of newspaper articles, intersperse of pictures and newspaper headlines of families’ arguments. He then introduces the families as they would in an American ‘cop’ series, it shows a family member with their names below their picture, this shows the audience that the families aren’t noblemen from the 16th century but 21st century business/gangster/mafia men. Some characters had been updated as well as their names, for example, the Prince is now Captain Prince of Verona Beach police department. The cast were chosen to attract younger audiences; Leonardo DiCaprio and Claire Danes play the â€Å"star-crossed lovers† Romeo and Juliet, the rest of the players consist of an all star cast. Then the audience are introduced to the Montague boys as they are driving in a top muscle American car down a typical American highway. They have modern haircuts and tattoos; this also shows the audiences this is a more modernised film. The audience then see them go into a gas station; the audience is then introduced to the Capulets as they pull into the gas station also, the whole scene is turned into a spaghetti western spoof; this gives the film a comedy effect. As the Capulets get out from their car there are close ups of the Cuban heeled boots and when the fight starts between the Montague’s and Capulets this is when the western effect starts. The close ups of one of the Capulets golden teeth, this is also typical Clint Eastwood effect. The slow motion dives and even the swinging sign at the gas station is also the spaghetti western effect. However the film has more updates through out the play such as the party that the Capulets have, the drug taking, car chases, alcohol and the famous balcony scene of Romeo and Juliet is moved to a swimming pool. These are all modernised updates and would not have been in a Shakespeare play. In my opinion Baz Luhrmann shows a good adaptation of William Shakespeare’s well-known love story. He successfully keeps the impact and the meaning of the plot while still portraying the traditional and original style. Despite Romeo and Juliet being a traditional play, Luhrmann makes his version stylised to attract younger audiences, making Shakespeare appeal to a wider range of people. It is clear that Baz Luhrmann’s intentions were to make the film as if Shakespeare was directing and focusing it on people in the 20th century. By using modern music and sound effects as well as incorporating young modern actors, Baz Luhrmann portrays this in the film very well. Luhrmann set out to achieve a successful block-buster and I personally think he did achieve this and in many other peoples opinion also. However many people may diagree because it is not traditonal enough for a Shakespeare play.

Integration Discussions to Include in Learning Portfolio Essay

The term communication was derived from the Latin ‘communis’ meaning â€Å"to share† that is, sharing of concepts and ideas, feelings and emotion. In a literal sense however, communication means to inform to tell, to show, or to spread information (Singh, Amrik, Yadav, & Seema 2003, p. 1). Communication is vital to any organization as it constitute the life of the entire organization while culture is the essence of an organization. When the management becomes concern on results and outcomes rather than on the techniques and processes, the management becomes concern only on employees’ productivity but not with their welfare. Business organization should be people oriented and its written communication or its policies must be clearly and rightly enforce and should not hinder employees from enhancing their full productivity potential. Maydan (2003) pointed out that organizations, as entities, â€Å"are also embedded in cultures, and organizing is a communication process† (p. 1). In a sense, organizational culture and policies it self are both part of communication. Thus, poor policies and policies that are poorly enforced both affects the organizational performance as well as the organizational life of business organization. It means that the employees’ effectiveness is affected by poor implementation of policies such as limiting employee’s communication with other employees in other departments and also employees’ access to management because it effectively isolate them from people they perceive as source of moral strength and information. It also effectively weakens their productivity. It is widely accepted that team work provides a better working relationship in any business organization. Here the degree to which work activities are organized around teams rather than individuals enhances the employees’ effectiveness and productivity. This is clearly illustrated in the game of basketball. Teams that play as a team have higher chances of winning. Team work also creates fun as working together for a common cause â€Å"creates group spirit, lightens up the atmosphere, and reduces tensions and conflicts (Dinsmore & Cabanis-Brewin, 2006). Team work is an example of effective communication. How the problem of communication could be avoided There are perhaps a number ways to avoid the problem of communication. Management should allow employees some freedom to communicate freely with other employees on matters relating to their jobs. Having a delivery person to convey messages to other department in the same business organization delays important communications that are may be vital for the company’s growth. Business companies should be people oriented than profit oriented by focusing more on their employees welfare. It is true that even losers can turn into winners when they properly motivated. Employees gain more confidence and satisfaction through increased self-esteem and pride in their organization. In this way, employees can enjoy their work and they will become more productive in return. Aside from allowing employees some freedom to communicate, the management should also encourage its employees to innovate and take risk rather control them forced them to do more work. Gryskiewicz (1993) aptly stated that risk taking does not mean â€Å"taking a blind chance† rather it is a decision to implement â€Å"a well-reasoned idea where benefits would far outweigh the loss, should that occur† (p. 119). The problem of communication can be avoided if the management would be more people oriented. That is, if the management allows their employees to make some mistakes but at low cost, and to let them try their ideas. Attention to detail and aggressiveness When companies pay attention to details and become more demanding to their employees to come up with better results, the more pressures they imposed on their employees to exhibit precision, analytical skills, and attention to details. However, this is counter productive because this does not encourage employees to be innovative or risk takers. The company should not create an organizational climate of fear rather; it should strive to create a climate of trust. That means, allowing employees to even commit mistakes and to let them acknowledge such mistakes. Paying attention to details however is not bad; indeed it is important that company management should pay attention to details though this does not guarantee success. Details of transactions, of goals and objectives, and of business strategy to be implemented are important for the management to aware of. But when it comes to committing mistakes and risk taking, the management should display trust and confidence in their employees. Aggressiveness on the other hand is an important character of any employee. People who are aggressive are competitive and achieved more. It is far desirable than easy going attitude. Being aggressive is a positive quality as it will get one ahead of others who are not aggressive. Going back to a game of basketball, a team who is more aggressive is likely to win the game. But aggressiveness is not always viewed as positive and beneficial quality. Many people tend to view aggressiveness as the tendency to actively oppose someone else’s position or viewpoint. But viewed in the context of competitiveness, aggressiveness is positive quality that can help employees achieved more. Reference Dinsmore, P. C. & Cabanis-Brewin, J. (2006) The AMA Handbook of Project Management USA: AMACOM Div American Mgmt Assn Gryskiewicz, S. S. (1993) Discovering Creativity USA: Center for Creative Leadership Maydan, A. (2003) Understanding Organizations Through Culture and Structure USA: Lawrence Erlbaum Associates Sing, Amrik, Yadav & Seema (2003) Business Communication India: Anmol Publication PVT. LTD