Advertising and Big Beer Ad Essays

Advertising and Big Beer Ad Essays Advertising and Big Beer Ad Essay Advertising and Big Beer Ad Essay 1. What factors influence the sensed credibleness of an informal information beginning? List and discuss factors that determine the credibleness of formal communicating beginnings of merchandise information. The sensed honestness and objectiveness of the beginning of communicating has an tremendous influence on how the communicating is accepted by the receiving system. The major factors are perceived purpose of beginning. right usage of famous person indorsements and the rightness of the interpreter with the content of the message. 2. What are the deductions of the sleeper consequence for the choice of spokespeople and the programming of advertisement messages? The slumberer consequence is the inclination for persuasive communicating to lose the impact of beginning credibleness over clip. In footings of pick for a interpreter. it is a good thought to choose a controversial and celebrated individual that will lodge in the consumers mind e. g. famous person indorsements. The ads should be scheduled foremost in the commercial block because people tend to retrieve them the most in comparing to the commercials played in the center and terminal of the show. 4. Virgin Airlines uses both magazines and Internet to advance its price reduction air hose concern. How would you mensurate the advertisement effectivity of the two media for advancing the service? Which is likely to be more effectual? Broadband Internet services offer fast entree to turning group of consumers i. e. particular involvement groups. However. the growing of unasked emailing. electronic mail viruses and worms have limited the effectivity of this medium. There is a turning tendency towards media atomization as they have shifted their focal point from general involvement audience to smaller more specialised groups. Harmonizing to a Roy Morgan study in 2006. there were 140 magazine rubrics read by the population of ages 14 and over. 5. Which media do you believe are suited for advertisement to the 18-24 age group as opposed to the 55+ age group? Justify your reply with illustrations and /or secondary informations. The most appropriate media type for the age group of 18-24 would be the Internet. as they are one of the largest users. This type of selling is called viral as it allows the message to distribute like a virus. Some illustrations of this are the Carlton Draught it’s a large beer’ ad. which premiered on the Internet and now has had over 3 million positions. Social networking activities driven by sites such a YouTube and Facebook have besides had an of import impact of the effectivity of viral selling. for illustration the Carlton it’s a large beer’ ad can be viewed on YouTube. On the other manus. harmonizing to Nielsen Media Research it would look that popular FM wireless Stationss and ABC wireless Stationss appeal to two really different audiences. with 33 % of over 55 listen ing to 3AW Melbourne and closely behind are the ABC Stationss for that age groups. 6. You are the selling director for a concern redress. Your advertisement bureau has merely presented you with two different promotional schemes. one utilizing a humourous attack and one taking an agony attack. Which attack would you follow? Why? As a pharmaceutical company we would take the agony attack as these commercials are run with great success because they appeal to a certain section that suffers from nutriments that are non seeable. which hence elicit small understanding from household and friends. Ailments are legitimized by commercials. which they instantly identify with. 7. You are a publicities director working for the Australian or your place authorities. Invent an advertisement run to deter smoke by immature adult females mentioning to the communicating theoretical account shown in Figure 7. 1. p. 260. Compare your program with current runs used by the Australian authorities. province authoritiess or local authoritiess. How is your run superior? Justify your reply with mention to consumer behaviour. We would utilize an emotional advertisement run. with a combination of fright and scratchy advertisement to deter adult females from smoking. Fear is an effectual advertisement entreaty. as it provides a compelling set of grounds for immediate actions to forestall the fatal effects of smoke. In utilizing scratchy advertisement we would utilize a controversial run as this will assist better consciousness of the negative effects of smoke. It would besides associate us to of import societal issues irrespective of the fact that the images may be facing to some people.

A Stage Model for Transitioning to Kam Essays

A Stage Model for Transitioning to Kam Essays A Stage Model for Transitioning to Kam Essay A Stage Model for Transitioning to Kam Essay A stage model for transitioning to KAM Iain A. Davies, University of Bath, UK* Lynette J. Ryals, Cran? eld School of Management, UK Abstract This paper investigates the under-researched area of key account management (KAM) implementation through a systematic review of the literature, syndications with a panel of industry exemplars, and a survey investigating how organisations implement KAM. Through this we identify a stage model that identifies not only how companies currently transition to KAM in practice, but also suggests how they could improve their chances of success in transitioning to KAM. We demonstrate the fundamental elements of a KAM programme and the extent to which companies feel KAM has met their pre-implementation expectations. Keywords Key Account Management, Strategic Account Management, Sales management, Industrial marketing, Implementation INTRODUCTION Key Account Management (KAM) has emerged, over the last 30 years, as one of the most significant trends in business-to-business marketing practice (Abratt and Kelly 2002; Homburg et al. 2002). It focuses on adding value to relationships and creating partnerships with a company’s most important and strategic customers (Ewart 1995; McDonald et al. 2000). The emergence of KAM has been driven in companies of all sizes by an increase in large, powerful, global, centralised purchasing customers becoming the norm across multiple industries; KAM provides our current best model for servicing these customers (McDonald et al. 997). Despite the rapid growth in the use of KAM by companies, research into the process of KAM implementation and how companies transition from traditional sales to KAM orientation has been scarce (Kempeners and Hart 1999; Napolitano *Correspondence details and biographies for the authors are located at the end of the article. JOURNAL OF MARKETING MANAGEMENT, 2009, Vol. 25, No. 9-10, pp. 1027-1048 ISSN0267-257X print /ISSN1472-1376 online  © Westburn Publishers Ltd. doi: 10. 1362/026725709X479354 1028 JMM Journal of Marketing Management, Volume 25 1997; Sengupta et al. 997; Wengler et al. 2006; Zupanic 2008). This is a gap that urgently needs to be filled. Without some agreement about which approaches to KAM implementation work (and which do not work, called for by Zupanic 2008), there is a danger that companies will continue to struggle or even fail to implement KAM appropriately (Homburg et al. 2002; Napolitano 1997). In this paper we use empirical evidence to develop a cross-industry stage model of how companies transition to KAM, including what elements of a KAM programme they implement through this process and the success this has led to. We identify the elements of KAM implementation programmes through an in-depth systematic review of the literature. Using a survey based on this input we investigate 204 companies with explicit, formal KAM programmes and build a model of the key principles important to KAM implementation over time. A syndicate of seven leading companies was also used in isolation of the results of the survey to add context and analytical input. The synergy between the two methods provides a robust and original contribution to both KAM practice and literature. KEY ACCOUNT MANAGEMENT The emergence of relationship marketing in the late 1980s led to a growing interest in getting and keeping customers through relationship management (e. g. Christopher, Payne and Ballantyne 1991; Gronroos 1994, 1997; Sheth and Parvatiyar 1995; Aijo 1996; Gummesson 1997). Relationship marketing was extended and developed during the 1980s and 1990s, particularly in business-to-business markets where formalised programme s of customer management have gained increasing importance including: national account management (Shapiro and Moriarty 1980, 1982, 1984a, 1984b; Stevenson 1980, 981; Tutton 1987; Wotruba 1996; Weilbacker and Weeks 1997; Dishman and Nitze 1998); major account management (Barrett 1986; Colletti and Tubridy 1987); and, more recently, to manage the most strategically important relationships of the business, KAM (Wilson 1993; Pardo, Salle and Spencer 1995; Millman and Wilson 1995, 1996, 1998; McDonald, Millman and Rogers 1997; Abratt and Kelly 2002; Homburg et al. 2002) or even Global Account Management (Yip and Madsen 1996; Millman 1996; Millman and Wilson 1999; Holt 2003). For ease of use we will continue to use the acronym KAM to refer to these related bodies of work. KAM is a systematic process for managing business-to-business relationships that are of strategic importance to a supplier (Millman and Wilson 1995). It first emerged as a response to the pressures placed upon supplier companies by globalisation, increasing customer power, procurement sophistication and the need to find new ways to work with the most important customers (Pardo 1997; Wengler et al. 2006). It involves the adoption of collaborative ways of working with customers rather than traditional transactional and adversarial relationships (McDonald Woodburn 2007). Therefore it represents a fundamental change in the way companies operate their sales and marketing functions, not leading to a tactical shift in operations, but a more broad ranging change management programme (Storbacka et al. 2009). Studies in the early 2000s found a substantial concentration of supplier business into a decreasing number of key accounts, and that the service demands of such key accounts were increasing (Gosman and Kelly 2000, 2002). The ability to extract better service levels and, possibly, lower prices from suppliers meant that the benefits Davies and Ryals A stage model for transitioning to KAM 1029 to the customer of being given preferential treatment are clear and indeed there is evidence that customers may demand or instigate KAM amongst their suppliers for such reasons (Brady 2004; Homburg et al. 2000; Wengler et al. 2006). Therefore close collaborative relationships with suppliers are thought to yield between 10% and 100% more value than less collaborative nes for the customer (Hughes Weiss 2007). The benefits of KAM to the suppliers are less clear-cut, since customers may try to â€Å"bargain away† benefits in the form of lower prices (Kalwani and Narayandas 1995) sometimes resulting in relationships with the largest customers becoming unprofitable for suppliers (e. g. Cooper and Kaplan 1991; Reinartz and Kumar 2002). Napolitano (1997) goes as far as to suggest that the majority KAM programmes a ppear ineffective as a result. This shows that the benefits to suppliers of KAM are not automatic and require careful management. Although evidence exists that long-term relationships with larger customers can pay off for suppliers through higher revenues and faster growth rates (Bolen and Davis 1997), even where power asymmetries are considerable (Narayandas and Rangan 2004), we still lack a clear generalisable view of how companies implement KAM, and the respective levels of success this achieves (Kempeners Hart 1999; Sengupta, Krapfel and Pusateri 1997; Wengler et al. 2006). We therefore explore this in our next section. IMPLEMENTING KEY ACCOUNT MANAGEMENT There is limited research on how KAM is implemented. A few scholars have attempted synthesis of the existing research to form frameworks and surveys for further research on KAM implementation (Homburg, et al. 2002; Wengler et al. 2006; Zupanic 2008) and a similar process has been undertaken for this paper. Table 1 (overleaf) represents a synthesis of the elements that the literature suggest firms implement as part of their formal KAM programmes. Broadly speaking, these elements represent the core components to most KAM implementations, with suppliers doing more or less of certain activities at different stages of the KAM programme’s life cycle. In Zupanic’s (2008) synthesis the elements of KAM are separated into the activities of the individuals within the organisation (Operational KAM) and those at the organisational level (Corporate KAM). Although a neat separation, the activities of the individual in a formal KAM program are likely to be driven from an organisational level decision and as such we have not separated these out in our analysis because we are interested in what the organisation is attempting to implement. Furthermore, we have not differentiated the elements of KAM based on the A-R-A model (Activities – Resources – Actors) as undertaken in the seminal work by Homburg et al. (2002), because we are interested in the elements of KAM that companies are implementing, rather than the artefacts or interested parties which result from implementation. This is a fundamental difference in how we look at KAM in this paper compared to both Homburg et al. (2002) and Zupanic (2008). We are investigating KAM as an ongoing transitioning process rather than the pre-existing, fully implemented programme assumed in these previous works. For instance, of the eight typologies which result from the Homburg, et al. (2002) synthesis and survey, only two types of KAM [1] Top management KAM and 4) Cross-functional dominant KAM] represent effective KAM programmes and there is little explanation of what these KAM programmes are like or how the organisations achieved them. 1030 JMM Journal of Marketing Management, Volume 25 TABLE 1 Elements of KAM implementation in the literature Elements of KAM Implementation Senior manager buy-in Papers Brady 2004; Homburg et al. 002; Montgomery et al. 1998; Napolitano 1997 Napolitano 1997; Workman et al. 2003; Yip and Madsen 1996 McDonald et al. 2000 Description Manger buy in is necessary for success Increased overall knowledge of KAM improves A pioneer often pushes KAM through the organisation Company wide knowledge of KAM A KAM Champion Active involvement of top management in KAM An organisational culture that supports KAM Napolitano 1997; Millman and Manger buy in and active Wilson 1999 ; Workman et al. involvement is necessary for 2003 success Homburg et al. 002; Millman and Wilson 1999; Pardo 1999; Workman et al. 2003 Culture is one of the three biggest influences on KAM implementation in MW and HWJ discuss espirit de corps Espirit de corps Everyone in the organisation understanding KAM Defined key account selection criteria Homburg et al. 2002; Brady 2004; Reisel et al. , 2005; Workman et al. , 2003; Yip and Madsen, 1996 Gosselin and Bauwen 2006; McDonald et al. 2000; Ojasalo 2001; Spencer 1999; Wong 1998 Gosselin and Bauwen 2006; McDonald et al. 2000; Ojasalo, 2001 Customer portfolio matrix Clearly identified key accounts Individual key account plans Identify those accounts that are growth attractive McDonald et al. 2000; Ojasalo, Each account should be 2001; Ryals and Rodgers, planned separately to ensure 2007 appropriate service Evaluation procedure in KAM is lacking Social exchanges such as KAM can provide competitive benefits Strategic relationship can lead to mutual investment Look at the lifetime value of customers Evaluation procedure in KAM is lacking Cont’d A well developed Napolitano 1997 feedback process with key customers Joint activities with key accounts Joint investment with key accounts A business case for KAM Targets for key accounts Koka and Prescott 2002; Workman et al. , 2003 Koka and Prescott 2002; Ojasalo, 2001 Reinartz and Kumar 2000, 2002 Napolitano 1997 Davies and Ryals A stage model for transitioning to KAM 1031 Elements of KAM Implementation Benchmarking against other organisations for KAM Measurement of the performance of the KAM programme Appointed Key Account Managers Fully trained Key Account Managers Papers Napolitano 1997 Description Evaluation procedure in KAM is lacking Evaluation procedure in KAM is lacking Skill sets for KAMs are different to those in sales Montgomery et al. 1998; Napolitano 1997; Ojasalo, 2001 McDonald et al. 1997; Weeks and Stevens 1997 McDonald et al. 1997; Ojasalo Skill sets for KAMs are different to those in sales 2001; Shetcliffe 2004; Weeks and Stevens 1997; Yip and Madsen 1996 Alonzo 1996; Guenzi and Pardo 2007; Arnett et al. 005 Clear move since the mid1990’s towards teams of sales and account managers Account managers are usually rewarded with higher salary and less bonus KAM organisations should be differently structured to Sales organisations formalised arrangements for accounts lead to improved co-ordination Key accounts are better served and therefore the managers need influence over gaining the necessary service levels Key account should get higher service levels Key account should get higher service levels KAM teams Specific motivation and Ryals and Rodgers 2006a; reward schemes for Weilbaker 1999 Key Account Managers Changes in organisational structure to accommodate KAM Coletti and Tubrity 1987; McDonald et al. 1997; Millman and Wilson 1996; Pardo 1999 Established policies Gosselin and Bauwen 2006; and procedures for McDonald et al. 2000; Senn handling key accounts 1999 Key Account Managers having good access to internal resources Ojasalo 2001, 2002; Workman et al. 003; Ryals and Humphries 2007 Differentiated and higher service levels for key accounts IT support for KAM Workman et al. 2003; Ivens and Pardo 2007 Brady 2004; Ojasalo 2001; Workman et al. 2003 The other six typologies [2) Middle management KAM; 3) Operating level KAM; 5) Unstructured KAM; 6) Isolated KAM; 7) Country Club KAM; 8) No KAM] represent either highly inefficient KAM (typologies 2, 3, 5 and 6) or are not a formal KAM programme (Typologies 7 and 8). This may be an artefact of the sampling method because only 9% of the respondents were actually Key Account Managers (Kams), but this still leaves us with little understanding of how companies could implement KAM better, or move from one of these inefficient models to a better performing, more robust model. Wengler et al. (2006) provide us with a detailed exploration of some of the 1032 JMM Journal of Marketing Management, Volume 25 rationales for companies implementing KAM, as well as a limited exploration of what the programmes can look like. Indeed Wengler et al. (2006) indicate this same tendency to view KAM implementation as a long transitioning process when they suggest â€Å"Implementing Key Account Management thus requires a lot of coordination effort and intensity (Moon and Gupta 1997) and often seems to be a long-lasting, laborious process† [p. 108]. They are also able to identify that companies are utilising customer prioritisation processes, changing the role of Kams in the organisation and defining different levels of responsibility for the KAM programme. However their low respondent numbers (only 49 respondent companies had actually implemented KAM) and limited exploration of the different elements of KAM still leave us with few generalisable indicators of how companies transition from sales-led to KAMled organisations. This considerable gap in the previous research is explored in this paper RESEARCH APPROACH AND METHOD To meet our exploratory research objective of understanding how companies transition to KAM we developed a 7-point Likert scale survey applicable across industries based on the literature summarised in Table 1. We specifically targeted companies with existing formal KAM programmes and sought information around three research questions: Why they implemented KAM; to what extent the elements of a KAM programme were implemented; and, how successful their KAM programme had been. The aim was to gain broad insight across multiple industries. For a field of research in its third decade it is surprising that the KAM literature has still produced few generalisable empirical insights. The majority of the extant literature is conceptual (Cheverton 2008; Ojasalo 2001, 2002; Pardo et al. 2006; Piercy and Lane 2006a+b; Ryals and Holt, 2007 etc. ), with the majority of empirical work preferring case studies (Helander and Moller 2008; Natti et al. 2006; Rogers and Ryals 2007; Ryals and Humphries 2007; Spencer 1999) or interviews (McDonald, Millman and Rogers 1997; Pardo 1997; Zupancic 2008), which, although useful for building rich context and new insights, offer little in the way of generalisability. Much of the existing quantitative research, as summarised in Table 2, suffers in terms of generality due to small sample sizes (most too small to use with ANOVA, MANOVA, SEM or LCM packages effectively without data augmentation through bootstrapping), and surprisingly few studies actually investigate key account managers (Kams), preferring to focus on customers or colleagues to gain insights. Both of these could be explained through the difficulty in identifying Kams within organisations because: they rarely have KAM in their title, are few in number compared to their sales or marketing equivalents, and are sometime not well known within their own organisation as distinct from either of these two groups. Problems of this sort affected earlier pilots of this study and to overcome this we targeted Kams specifically through executive education programmes, as did Guenzi et al. (2007, 2009), McDonald et al. 1997), Montgomery et al. (1998), Ryals and Rogers (2007) and Wengler et al. (2006). The survey sample comprised attendees at a series of KAM-specific executive educational programmes, making it a highly purposive sampling method. To gain a large enough sample size the data took 3 years to collect; analysis of variance (ANOVA) tests between the years of collection suggested no significant differences Davies and Ryals A stage model for transitioning to KAM 1033 TABLE 2 Summar y of quantitative studies in KAM Authors Guenzi, Georges Pardo Ivens Pardo Ivens Pardo Ryals Rogers Guenzi, Pardo Georges Gosselin Bauwen Wengler, Ehret Saab Reisel, Chia, Maloles Arnett, Macy Wilcox Homburg, Workman Jr. , Jensen Georges, Laurent; Eggert, Andreas Workman, Homburg Jensen Abratt Kelly Homburg, Workman Jr. , Jensen Montgomery, Yip Villalonga Sengupta Krapfel Sharma Year Survey’s target Sample Size 127 297 297 37 127 115 91** 353 60 385 102 385 190 385 191 176 109 % of Which KAMs 100% 0% 0% 43% 100% 100%* 1 8. % 0% 50% 9%†  0% 9%†  48% 9%†  0%†¡ 100% 0% 2009 KAMs 2008 Purchasers 2007 Purchasers 2007 International companies + customers 2007 KAMs 2006 Account Managers 2006 Sales Engineers 2005 Operations 2005 Selling teams 2002 Head of Sales Organisation 2003 Purchasers 2003 Head of Sales Organisation 2002 KAMs and Customers 2000 Head of Sales Organisation 1998 Senior International Execs. 1997 NAMA members 1997 Purchasers 100% is assumed as the actual figures are unreported, the evidence shown elsewhere however may suggest this assumption is in error ** Only 54% actually had a KAM programme †  49% of the sample were Sales and Marketing VPs indicating a responsibility for KAM, however 171 (45% of the sample) had no formalised KAM Programme according to the results of the Homburg et al. , 2000 paper. †¡ GAM survey with only 136 reported using GAM between collection years. Over the 3 years a total of 286 delegates attended these events and 212 surveys were returned, eight of these indicated they did not yet have a formal KAM programme leaving 204 usable surveys (71. 3% response rate). Surveys were handed out before the commencement of the course to be completed during registration and collected as the course began, to minimise the impact of the course on the responses (Table 3, overleaf, shows descriptive statistics for the respondents). 1034 JMM Journal of Marketing Management, Volume 25 TABLE 3 Descriptive statistics on respondents Number Region of companies UK North America Northern Europe Southern Europe Middle East and North Africa Australasia Industry Service Professional Financial Service Industrial Complex Manufacture Manufacture Unknown Years in Sales/KAM 1-5yrs 6-10yrs 10-15yrs 15-20yrs 20-25yrs 25-30yrs Years of KAM Programme 6 48 48 41 49 18 204 49 63 40 36 12 4 204 77 46 53 28 204 113 22 38 18 9 4 204 DATA TESTING AND ANALYSIS A second method was used to add greater depth and clarity to our definitions and understanding of transitioning to KAM through a year-long syndication with senior representative of seven mixed-industry companies with a strong track record of KAM (although not identified in this research for reasons of commercial sensitivity, some of these companies have previously been used as exemplars in other scholars work, including Yip and Bink 2007; Ryals and McDonald 2008 and Eccles et al. 2009). All were companies with established KAM programmes and they cooperated with the principle aim of identifying a process for implementing KAM that could be transferable across industries. They provided a 5-phase model of implementation running through Scoping KAM (Yr 1), Introducing KAM (Yr 2), Embedding KAM Davies and Ryals A stage model for transitioning to KAM 1035 (Yrs 2-4), Optimising KAM (Yrs 4-6), and Best Practice / Continuous Improvement (Yrs 6 and over). They were adamant that, across all their industries, it takes at least this long to have a properly-established KAM rogramme and that, especially in the later years, re-engineering KAM was always needed. They did however admit that the Scoping KAM period is a theoretical â€Å"ought to happen† stage as, in reality, it happens in parallel with, or even after, implementation. We therefore merge Scoping and Introducing KAM phases and show them as one initial 2 year Introducing KAM phase. These insights were used to segmen t data for analysis purposes and provide structure for demonstrating the process of transitioning to KAM. Analysis was conducted using mean comparison tests to identify differences between groups within the data. ANOVA assumes normality of data, which rarely occurs with Likert scales. Kolmogorow-Smirnov and Shapiro-Wilk normality tests demonstrated that 18 of the 25 elements of KAM distributions were probably not normal, mostly cause by -/+ kurtosis. However, visual inspection of the Normal QQ diagrams suggest that 20 of the elements appeared evenly distributed and 16 of the items passed the Levene test, again suggesting fairly even distribution. Bearing all these in mind we conducted and compared both Kruskal-Wallis H nonparametric and Games-Howell Post-Hoc ANOVAs as they both have reduced distribution assumptions. We found almost unilateral agreement between the two tests so report the more powerful and more easily interpreted Games-Howell Post-Hoc ANOVA. RESULTS The first important result from the data was the lack of significant differences based on industry. We found the only major area of difference amongst the four industry groups was in relation to how successful the respondents thought their companies were at KAM, with the professional and financial services companies rating themselves significantly higher and manufacturers significantly lower than the other groups. This suggests that at least the elements of KAM are similar across industries. The main area of difference however emerged when we segmented the data based on the timescales suggested by our transitioning syndicate, breaking the data into four groups based on the age of their programme (Table 4 shows the Games-Howell results for the elements of the KAM programme and Table 5 shows the success measures). We discovered that, as the syndicate had indicated, there was a general progression of gearing up and implementing, rejuvenating and expanding the KAM programme which provide a statistically significant ifference between groups in the different stages of transitioning to KAM. On the vast majority of scales the companies were implementing elements of KAM at a noticeably increasing rate over the life span of the programme. This indicates that, firstly, the programme takes many years to put in place and, secondly, that there is a progression through the different elements the organisation focuses on in each stage. Figure 1 synthesises what the syndicate said and what the data represent about the transition to KAM. Figure 1 (overleaf) shows KAM to be relatively slow to take off when introduced but then builds up rapidly during the Embedding and Optimising stage before slowing into a process of Continual Improvement. We also see this pattern replicated in Table 4 (overleaf) where the extent to which companies are implementing different elements of KAM is limited all the way up to the end of year two, but then begins to rise rapidly, before slowing after six years. The best example of this is Senior manager 1036 JMM Journal of Marketing Management, Volume 25 FIGURE 1 Transitioning to KAM summary High Revise program to new knowledge Restructure org. and processes Involve top Mgt. Redefine program Become customer centric Rejuvenate program Become more selective Expand knowledge in org. Continuous Improvement Capability Gear up Locate Champion Build the case Appoint KAMs Define KA’s Introducing KAM 1 2 Embedding KAM 3 4 Time (yrs) 5 6†¦ Train specialist KAMs Indiv customer plans . Targets and Measurement Optimising KAM Low buy-in (4th from bottom) where the average extent of buy-in within Introducing KAM companies is relatively low, before a significant (at the

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Contribution Of Emile Durkheim Study Of Society Sociology Essay

Contribution Of Emile Durkheim Study Of Society Sociology Essay Durkheim (1858-1917) who devoted himself to the scientific study of sociology is widely regarded as a pioneer in French sociology. It is known that Emile Durkheim inherits some of Auguste Comte and Herbert Spencers ideas and developed a systematic sociology both in theory and methodology (Moà ±ivas, 2007, p. 18). However, some of his works have been questioned and criticized. In order to examine the contribution of Emile Durkheim to the scientific study of society critically, one should consider Durkheims groundbreaking works including: The Division of Labour (1893), Rules of Sociological Method (1895), and Suicide (1897), all of which reflect a popular topic about individualism and a new social regulation in modern industrial society (Barnes, 1920, p. 4).This essay will first describe Durkheims notion of social facts which run through as a principle concept in his sociology. It will discuss its characteristics as well as importance, and then introduce Durkheims methodological appro ach to study social facts. The essay will move on to explore Durkheims contribution to the social sciences through the use of examples which include his study of The Division of Labour and Suicide. In addition, limitations will be mentioned when examine his works. This essay will argue that in spite of some criticism both in theories and methods. The overall contribution of Durkheim remains one of the peaks in modern sociology. Second, social facts are external from individuals. Durkheim rejects Comtes opinion to unify social science with other scientific disciplines and try to treat it independently. He argues that social facts are different from those assumptions in peoples mind and regular acting such as drinking or sleeping in everyday life. As a result, one could distinguish a kind of conduct and thought out of biology and psychology and classifies it into the particular category of sociology (Allan, 2005, p. 102). Casteel (2009) considered this as an important issue to Durkheim that complete Comtes project and establish sociology as its own academic discipline. Besides, such externality also reflects on continuum and social facts are kind of objectivities that prior to individuals, but individuals are born into them and enact them, thus social facts could be observed and measured by statistics (McCormack, 1996). However, Lukes (1973, p. 11) argues that Durkheims concepts about externality is ambiguous . For example, collective consciousnesses, which defined as a kind of similar and general perspectives and emotions such as religion that could react on people in an indirectly way that without crystallized forms. As is regarded as a social fact, it should be outside and independent from individuals. Nevertheless, Durkheim explained that collective consciousnesses are derived from most individuals in a society as a group mind thus failed to support his notion about externality. Thirdly, social facts have external coercions on individuals. It limits the choices of individuals and if individuals try to go against them, they may likely to get resistance by certain external constraint power such as public laws. Additionally, those coercive powers are not only administered by social organization but also potential moral awareness which called social currents (Harrington, 2005, p.28). However, Durkheim failed to distinguish the power of coercion and prestige. For examples, the power of public law which administered by institutions composed on individuals not only by means of the acceptance of legitimacy, but also fear of sanction. On the other hand, beliefs may probably constraint individuals through prestige or moral obligation (Lukes 1973, p. 13). Moreover, it is argued that Durkheim neglects the reaction from individuals on social facts. Some critics who challenged Durkheims theory believe that individuals could have the capability of creation on social facts (Casteel, 2009). In his book The rules of Sociological Method, Durkheim highlights the importance of study social facts as well as the methods to study them. He accepts Comtes idea that every social phenomenon should be studied as a thing within the context of society. Due to its objectivity, one could use positive approaches to observe, experiment, compare and analysis social phenomenon in favour of finding the sociological laws, demonstrating the normal and pathological as well as speculating the future development of society (Craib, 1997, p.30). In Durkheim methodology of social science, he stresses the importance of looking at society scientifically and discovering the formations (collective consciousnesses etc.) as well as functions (social cohesion, change etc.) of social facts and how they have effects on individuals within the scope of society (Brown, 2008). Emirbayer (1996) point out that Durkheim has rejected metaphysics and uses statistical methodology and comparative strategy (p. 264) to explore the correlations and casual relations among a number of systematic and connected variables by collecting and interpreting evidences. Durkheim has exercised his theory and methodology in two of his major works: The Division of Labor and Suicide. In The Division of Labor, Durkheim argues that there have other approaches to integrate the society beside religion. One of them is the division of labor, which he regarded as a powerful evidence of how social bonds transit from collective consciousness to division of labor (Brown, 2008). Durkheim highlights the functional interdependence of different individuals or units of the society which could be explained by the term of solidarity (Allan, 2005, p. 122). In the division of labor, he illustrates two kinds of solidarity: mechanical solidarity and organic solidarity. He compared primitive society and modern society using the organismic approach to explore how individuals maintain solidarity. In primitive society where there is low productivity, individuals are automatically bond together by the collective consciousnesses, an external uniform beliefs imposed on individuals . On the other hand, organic solidarity exists in modern society. Spencer enormously influenced Durkheims Division of Labor. Spencer believes that society was stimulated by the fundamental force of population growth, which changes the way of society to distribute production and wealth (Jones, 205, p. 345). Durkheim developed his evolutionary and organism doctrine. According to Barnes (1920, p. 240), for Durkheim, social evolution is characterized by a decrease in this repressive and mechanical type of social cohesion or solidarity and by a corresponding increase in the development of individual consciousness and personality. That is, with a dense growth of population as the determinant cause of raised intensive division of labor, individuals are more interdependent on diverse contribution of others to perform a cooperatively function instead of the dominance of collective conscience (Sirianni, 1984). Brown (2008) points out that individualism becomes more important than the collecti ve to maintain social solidarity and represents the characteristic of modern society. It is apparently Durkheim provide a sociological platform which benefits to interpret social process. However limitations could probably exist in his theories as well as methodology such as the cause of the division of labor and the interpretation of its effects. Tarde (citied in Lukes, 1973, p. 304) suggests that Durkheims opinion on the division of labor only concern the social internal problem without international relationship. Meanwhile, the division of labor could also result from variety of creation instead of population density. Moreover, Merton (1994, p. 22) argues that in Durkheims presentation of social evolution, he diminished the effectiveness of civil law in primitive society and common interest in the modern society in order to give prominence to main power of cohesion : collective consciousnesses and the division of labour, in mechanical solidarity and organic solidarity respectively. As a result, a precise relationship between solidarity and law may not be obtained. Finally, in the conclusion of his work, he personally regard the society as pathological due to the lack of social regulations that do no match the level of the division of labor and excessive individualism during transition, it is likely to push the society into anomie as well as increase the suicide rate (Mutchnick et al., 2009). In another significant book Suicide Durkheim explained a popular moral phenomenon in the 19th society. Suicide can be defined as every case of death which results directly or indirectly from a positive or negative act, accomplished by the victim himself which he knows must produce this result (Lukes, 1973, p. 202). Durkheim first considered suicide is a private action but also as a matter of a social fact that exists external to each individual in the society. Thus, the statistics of suicide could reflect diverse outside forces through which one could access to the origins of the weakness of the society as well as solution to those problem. Then he theoretically categorizes different but general social causes of individual suicide and draws its effect by deduction approach. There are four forms of suicide respect to two levels of imbalanced social forces: integration and moral rule (Thompson, 1982). Firstly, it is regarded that egoistic suicide is the consequence of excessive individ ualism. In a deteriorated society, individual who integrate less with others and act on their own interest is likely to act egoistic suicide. By contrast, altruistic suicide is result from excessive conformity, Durkheim stats that suicide becomes ones obligation. It often happens in modern societies among civilized people who sacrifice themselves in order to save others such as military (Durkheim, 1979). The other two kinds of suicide are classified into the group of moral regulation. Durkheim again divided the situation that people tends to conduct anomic suicide into four aspects of crisis: decline in the capability of social organizations to instruct peoples lives; rapid social transformation; wealth no longer satisfied people and unbalanced marriage. Finally, Durkheim view fatalistic as the product of rigid but strong moral norm which often committed by slaves (Jones, 1986). It is suggested that if examine Durkheims work critically, one may noticed flaws in his notion of Suicide (Gane, 1988, p. 152). First, one may question whether such phenomenon causes by external force such as society but shared awareness from individuals. However, Durkheim defends it by the term of conscience collective which is also a kind of a social fact and points out the strength of linking morality to discover social laws (Craib, 1997, p. 32). Secondly, Lukes (1973, p. 202-206) argues that his classification of suicide form has limited the causes and types. Moreover, Durkheim concerned the causes of suicide only with social facts and rejected the relationship between suicide and personality in terms of psychology, physic as well as alcoholism. Additionally, the subject of suicide is more like to exist in disordered societies thus lead to an unbalanced research which prone to the theory of pathology. As a result, the contribution of suicide to sociology is actually restricted. However, Thompson (1982) states that regardless the shortages, Durkheim work of suicide is an essential contribution because they effectively combine sociological theory with empiricism to explain social phenomenon. Durkheim suggests that the study of suicide could reveal the connection between social members which closely go with the original subject of social bond in sociology. Moreover, by examining suicide could help one to discover the law of sociology and thus give a direction of the development of society (Lukes, 1973, p. 193). In the research, he related series of common characteristics of the society as social facts to suicide rate statistics and draw a general conclusion that particular social environment and current could lead to a growth of suicide rate. For example, insufficient economy growth and social mode changes generate a remarkable suicide rate in the 19th century of European. Aimed at solving this problem, Durkheim also proposed to strengthen the backbone of econ omy and support individuals with the sense of belonging (Lukes, 1973, p. 220). In conclusion, this essay explored Durkheims main works in sociology. As one of the founder of professional sociology, Durkheim identified social facts thus built the dimension as well as the skeleton of sociology. Based on previous work, he formulates a systematic methodology to discover the social laws by observing and comparing the relationships between different variables. Durkheim further applied his methodology and theory into his work of The Division of Labor and Suicide. He discovered the procedure by which individuals socially integrate into society, and provide different types to explain the relationship between people and society. Although there are certain indistinct interpretation in terms of concepts and correlations, Durkheims work is considered to have significant to the scientific study of society. Word count: 2105

Nature and Popular Culture :: essays research papers

As artwork has become more accepted in popular culture, we begin to see more and more creative artists portray their opinions of what is really going on in today’s society. By the rights granted to us based on the foundation of this country, there is the right to release opinions of how the world is viewed. A major part of this is what goes on in the atmosphere of which we live. The environment plays a vital role in the daily lives of citizens of the world and what happens to our environment in the future will continue to have lasting affects on future generations to come. Through artwork, the advertising industry has been releasing more frequent campaigns of what is going on in the world we live with an aspect of how nature is surviving as people are as well. There is an ongoing relationship that we rely on nature just as nature sometimes would seem to fit into our lives more than we would begin to realize. There are usual two sides to every story and it seems that either on e is of nature or one is against nature. This is evident in some aspects of television, movies, advertising, and music.   Ã‚  Ã‚  Ã‚  Ã‚  I have found four particular artifacts that exemplify how modern art is of nature. I believe that a portion of this idea is attracting business. In this age of internet commerce and new technology being released more frequently than in the past, there might be a small fear that people will forget about the importance of nature and rely too heavily on technology. Due to this there has been an increase in the amount of advertisements that use themes of nature to market their products and services.   Ã‚  Ã‚  Ã‚  Ã‚  In a recent advertisement campaign of Nike athletic footwear, there is a portrayal of gazelles sprinting through an empty African field. Through the course of the run the gazelles change into men and women sprinting in a marathon race with Nike shoes on their feet. Nike is trying to sell their running shoes by stating that if you buy their product you will have natural speed like these swift animals.

Kids and Mobile Phones

Kids and Cellphones Cell phone users are growing every minute in every part of the globe and the user is getting younger. The cell phone and service provider advertisements are increasingly being targeted at the children, teens and young adults. European governments have cautioned parents about the health hazards children face with the use of cellphones before they are16. But, countries like Britain, already have half their children using mobile phones and the number of users between ages 4-9 is fast increasing.Cell phone manufacturers are now targeting this age with friendly colourful mobiles with only 4 buttons and of upto 20 phone numbers to be stored. Parental controls and GPS locator are added features. The very reason you are going through this hub is probably because you have to make an important decision, whether your child is ready for a cell phone of her own. Well, let us weigh the pros and cons of giving her one. At what age are kids ready for their own cell phone? At what age do they really ‘need' one? Every child, whatever the age-toddler, tweens, teens, today wants a mobile phone.Tweens and teens see the use of a cell phone as becoming independent and flaunting it as a status symbol, in addition to keeping up with the peers. A toddler or a preschooler just wants to imitate what adults do. But, it is more the parent who seems to want to know what the child is upto and also keep up or one step above their friends. So, how useful is it going to be? Schools have banned the use of mobile phones as it is a constant source of distraction among students, whatever the age. Some teenagers have even cheated on tests using cell phones.Parents arguments that they need to know what their child is upto, does not hold water because the student is not permitted to use it during school hours. So, having one does not serve any purpose. If your school allows the student to bring a cell phone but makes it mandatory that it be put on silent mode during school hou rs, then probably you could know whether your child reached her swimming or music lesson after school. If a regular transport has been arranged for your child, it hardly matters whether he has a cell phone or not.Yes, in times of emergency, such as school leaving early or a basketball session finishing late, it would help you as parent make necessary alternate arrangements for transport. It is this sense of security, safety and convenience, most parents give in to the plea of a mobile phone for their child. A phone with GPS is seen as a must for some parents who want to know their child's whereabouts at any given time. Of course, the child will argue that he would like a mobile phone because his friends have it, he can keep in touch with them and collect missed homework.Some parents see the need to give their little one a mobile phone if she is allergic to something or asthmatic, or going on a school trip. The Cons of Giving Your Child A Mobile Phone The safe, convenient way to cons tantly be in one-button touch communication gives a parent the sense of security concerning the child. But, if the child is under 12, he should be under the supervision of an adult at all times anyway. And in most cases, the child would know how to use a regular phone or the cell phone of the one who is supervising.Researchers have often cited cell phone usage as being hazardous to health, more so in the case of children. The ongoing research suggests that the more one spends time on one's mobile phone, electromagnetic radiation emitted can be the cause of Alzheimer's disease, brain tumors, cancers ,etc. The developing tissues of a young child can be affected, but the more recent studies show that there is no connection between radiation from cell phones and brain cancer. Well, the debate is still on, and it is certainly beneficial to limit the use of a mobile phone, whatever the age.Children have been seen to be impulsive if they are allowed the use of a cell phone, according to a recent study. Because of the texting on cell phones, they learn to quickly retort/reply. These children are seen to be faster in IQ tests, but very inaccurate, since messaging between peers makes them quicker-on-the-draw, but without time for ample thought. SMSing friends takes up most of their time and most teens and tweens are losing sleep texting away into the night. Spellings take a back seat as well, since they learn to use shortcuts in messaging away to friends.Increased independence gives children the courage to skip more time from family life. They also learn to be totally dependent on a mobile phone, which comes to light when the said phone is either lost or confiscated. Depending on whether the phone is internet enabled, you will be exposing your child to unwanted MMS , youtube videos, emails from spammers, or simply calls from unwanted tricksters. Which brings us to the subject of MONEY Cell phones can be expensive. Your child may not agree to what you show her- a basic c ell phone to make and receive calls.You will have to talk to her first in order to know what exactly she wants and why she â€Å"needs† it, before you even agree to purchase one. Talking to her friend's moms or the teacher can give you a benchmark. A basic plan for your child's cell phone can be a good thing until you are hit by extra charges for those additional â€Å"awesome† ringtones, textmessaging, internet usage,and of course additional talktime. So, it certainly pays to have a good talk with your child before you settle on buying a mobile phone on the do's and don'ts as well.Some kids get into the habit of losing their cell phones often when they know their parents will replace them without a whimper, simply because the latest model has arrived in the market. Most parents realize that the cell phone is mainly used for SMSing, downloading games, ringtones,and music videos which can be an additional burden on the family budget. So, are you upto it? And of course, as time progresses, they are busy messaging friends or speaking to them, even during family outings. I have seen mothers admonishing their teenagers busy on heir phones in restaurants and in shopping malls and worse, they turn a blind eye and a deaf ear to their surrounding which can be detrimental, particularly if they are driving or about to be accosted by strangers. Many accidents happen and unwanted injuries take place because a teenager ignores warning signals as he is busy talking on the phone. Thieves love to snatch the trendiest of cell phones even as you speak, so beware of flaunting it in public. Cell phone etiquette is important, an should be taught to your child as well.Excusing oneself to take a call, ignoring a prankster and reporting him to the parent or teacher, and never be party to pranks themselves. What is good and what's not is to be dealt with by the concerned parent, before it gets out of hand. Cell phones also put your child at risk for getting in trouble for : sexting – sending or receiving nude pictures prank calls – which can get your child in trouble if someone starts pranking other people from your child's phone LG Optimus Elite Prepaid Android Phone (Virgin Mobile) Amazon Price: $115. 00List Price: $129. 99 Samsung Galaxy S III 4G Android Phone, Blue 16GB (Sprint) Amazon Price: $699. 99 Brand New Sidekick LX 2009 SHARP PV300 GSM Unlocked – T-Mobile (Carbon Black). This phone does not have internet capabilities. Amazon Price: $54. 99 List Price: $149. 99 Samsung Galaxy S III 4G Android Phone, Blue 16GB (Verizon Wireless) Amazon Price: $699. 99 HTC One V Prepaid Android Phone (Virgin Mobile) Amazon Price: Too low to display List Price: $199. 99 Samsung Galaxy S III 4G Android Phone, White 16GB (Verizon Wireless) Amazon Price: $699. 99NEW Version Ultra-thin Quad-band Watch Mobile Phone FM/MP3/MP4 2M Camera Amazon Price: $99. 00 Best Course Of Action Each parent has their own views and the schools their children go to, play a big part in whether to give a cell phone to their child or not. A hand-me-down or a new handset is your decision as well, provided your child agrees. You could categorize it into one or a couple of the following. a necessity a luxury a fad an invasion Making the right choice of cell phone is necessary as well-whether you want a basic version to just make and receive calls or one that needs to be internet enabled and with Mp3.Once the decision is made, make sure you know that it is definitely going to cut into your monthly expenses,whether you have a talk with your child or not. So, is your child ready to take on this responsibility and sticking to a basic plan. Or will you need to pay extra for all the additional downloads and textmessaging. Some points worth considering: Prepaid monthly plans offer the ability to control exactly how much your child can spend in any given month. Some handsets offer unique parental controls to monitor and restrict activity which is a good thing.Some phones also let you limit who can call the phone and who your child can call. Consider giving the phone only when she is in the shopping mall or on a school trip. Discuss the do's and don'ts of important issues such as cyberbullying, pranksters, cell phone ettiquette, the dangers of driving while on the cell phone, adhering to the cell phone rules of the school,etc. If you feel the need, get one that has a GPS locator, so you will know exactly where the child is at any given time. Stress that there is a responsibility attached which needs to be adhered to, strictly.

Solar Power essays

Solar Power essays It is the year 2032. The world we live in is not that much different from the one that we occupied no more than thirty years ago. We still have schools, we still have crime and we still share love as much as we do hate. Things are better off for the most part. One prominent difference is the disappearance of fossil fuels. They are so rare that the government has stockpiled all that is left and has gone in favor of a new source of energy. The source is solar power. After a little refinement and condensation of the materials involved, solar power is now our most prominent form of energy. But how did it happen? How did solar power prove to be the wave of the future? We live in a day and age where resources are slowly becoming fewer and more far between. With the combination of gas being burned up in our vehicles at an alarming rate and the United States relations with the Middle East not being as superb as they used to be we are being faced with a growing concern. What can we do about our energy shortage? The short term answer is the reserves that are loaded into Alaska. That's all fine and good for the time being but what about even a hundred years in the future? Can we depend on Alaska's supplies to be there? The smart answer is 'no'. So new sources of energy will be required. Nuclear fusion and fission are not viable answers yet and hydro power may not have what it takes. The changes of a water powered car are not that good. Solar power seems to be the answer. Solar powered cars are already being developed and a few million of so dollar in research money tossed in its development could be all that is needed to make it a reality. The development of photovoltaic conversion is what will make solar energy a viable source of power.1 Photovoltaic conversion is utilized in solar cells that can be easily installed in developmental cars. They harness energy directly from the sun and power the vehicle. There a ...

The physical and social environment for people with a disabi essays

The physical and social environment for people with a disabi essays Social, psychological and environment factors that affect the health of this client and should explain what health and social care provision has been designed to meet these needs. The factors influencing the health of the family and individuals. Therapeutic relationships and communication Aspects of health promotion within professional practice. Health promotion influences and is influenced by, not only the individual and the public, but politicians, pressure groups and you as a health care professional. It involves you in defining terms, goals and needs, as well as negotiating priorities with your patients/clients and other interested parties. This unit enables you to contribute to practical programmes within your own location by supporting you to: assess the challenges you face in establishing, running, and evaluating a health promotion programme analyse ways in which health behaviour may be influenced by health promotion campaigns analyse how agencies plan, launch, manage and evaluate health promotion campaigns discuss ways in which health priorities are chosen within our society All care journeys should reflect individual circumstances, but this is particularly important for people with physical disabilities, their families and those who care for them. people with disabilities and organisations such as the Disability Rights Commission will be fully involved in work to take forward this Plan as part of the new performance management framework we will monitor the training and awareness of NHS staff about existing good practice on disability issues we will improve physical access to health services, meetings and offices, including carrying out an accessibility audit of all NHS premises we will ensure that the NHS complies with the provisions of the Disability Discrimination Act. we will expect each NHS Board to dem...

Sustainability Marketing Essay Example | Topics and Well Written Essays - 2000 words

Sustainability Marketing - Essay Example While economic pressures govern organisational strategies, their social responsibilities have also assumed increased significance. Widespread focus and attention on the issues of corporate social responsibilities and sustainable growth aspects have shaped new governance policies and practices. Such perspectives define the role organisations can play in creating responsible economic, environmental and social well-being of the communities they impact or serve. Several studies and observations made in this context have sparked debates on whether the marketing practices today are suited to an age characterised by environmental deterioration, scarcity of resources, expanding population and growing income disparities. Recent frameworks in this context are shaping innovative marketing practices that are founded on the principles of sustainability. A number of research studies have focused on explaining and exploring the concepts of sustainable marketing. This paper provides a deeper insight into the observations and conclusions provided by these studies and how it has contributed to the evolution of the concept of sustainable marketing practices. ... ion on Environment and Development’s report sustainable development is defined as the â€Å"development that meets the needs of the present without compromising the ability of future generations to meet their own needs† (World Bank Group website, 2001). Sustainable development relates to the ability of the organisations to balance the social, economic and environmental objectives. While economic objectives refer to industrial growth, individual needs, community requirements, and services social objectives refer to community empowerment, social mobility, cultural preservation, and equality. These needs and objectives should balance the environmental needs that encompass biodiversity, natural resources, ecosystem, pollution free air and water (Vagasi, 2004). Sustainable marketing remains an ambiguous term considering the paucity of extensive research in this area. Chen et al. (2009) define sustainable marketing as â€Å"the establishment, maintenance and enhancement of c ustomer relationships in order that the objectives of the parties involved are met without compromising the ability of future generations to achieve their own objectives† (p88). The essence of this definition can be related to the principles of sustainable development that are being incorporated by organisations across all disciplines for improved social and ethical business practices. The whole concept of green marketing or sustainable marketing is based on the principle of respecting the environment and considering social benefits as a distinctive part of the goods or services being sold in the market (Kotler et al., 2010). The essence of sustainable marketing practices is visible in various stages of product development, modification of existing products, changes in the production process,

Postcolonial literature challenges the viability of the notion of a Essay

Postcolonial literature challenges the viability of the notion of a fixed identity. Consider how the colonial practice of othering is deconstructed in later novels - Essay Example Colonization has the strong impact on the history of the world that gave rise to the several revolutions, rebellions and different social changes in the society. Post-colonial literature has played a key role, in order to get through of the colonial system of the society. Post-colonial literature gives the sense of distinctive social identity and the otherness due the social culture and norms that are the main source of identification in the world since the early days of its creation. Identity is the element that gives the person realization of his importance in the society whereas Otherness is the distinctive factor that differentiates the person and his abilities in respect to others. Post-colonial literature came into existence as an opposition to the colonial system that ruled the society. It awakened the society to fight for their identity by giving them a sense of otherness in cultural and social aspects1. There are three books that have been discussed below in an account to this, these books belong to the colonial period, and they are also the perfect example of post-colonial literature. The book jasmine has depicted the struggle of the typical Punjabi girl of India and her journey of life in order to attain her distinctive identity in the society and American dream in term of social acceptance and self-contentment. Another book that has been discussed is the ‘Wide Sargasso Sea’, in which Antoinette’s has struggled for the attainment of her identity that has been having been perfectly illustrated in the book... The book gives a sense of otherness by being in a society where the number of other communities was dwelling and struggling to achieve their social identity. The third book that has been discussed in these papers is Black Mischief by Evelyn Waugh. In which the main character Seth can be observe having difficulty in