Relationship Management Essays

Relationship Management Essays Relationship Management Essay Relationship Management Essay 1.0 IntroductionCustomer Relationship Management is a management process, which enables organisations to identify, attract and increase the retention of customers by managing customer relationships.This report will be investigating in to the application of the frequent flyer programme, a CRM based database and the related strategies in the Airline sector.Free flight programmes give airlines customer loyalty by knowing who their customers are, through the use of database marketing. It is a key part of CRM strategy ensuring near-term survival and medium and long term revival for airlines.(Siebel 2005a)The report will concentrate on, BA airlines, Virgin Atlantic and the growing BMI company, UKs three key players in the fragmented airline industry. This is due to the variety of market segments their serve to, competing against increased competition, decreased product differentiation, demand and loyalty, with increased price pressures.(Siebel 2005a)2.0 Market OverviewAir travel represents a minor mode of transport for UK travel and tourism industry. (Euromonitor, Sept 2005a)Air transport sales amounted to à ¯Ã‚ ¿Ã‚ ½9 billion in 2004 (Euromonitor, May 2005a)According to Euromonitor (May 2005b) it is the preferred mode of arrival in the UK accounting for 73% in 2004. It held the largest share of departures at 76% in 2004, with a significant rise of 26% over four years. (Euromonitor, May 2005c)British Airways (BA) is the dominant UK airline; its share by turnover was 52% in 2004 against 54% in 2003. This decline in shares is to the low-cost carriers, who are continuing to grow their share, such as EasyJet and Ryanair. Both airlines hold 16% of the market share between them. (Euromonitor, May 2005d)The second largest operator in the UK is Virgin Atlantic which has increased the value of shares from 10% in 2001 to around 17% by 2004, due to continued investment in new airlines and products. (Euromonitor, May 2005d)British Midland, BMI, holds 5% of the UK airline value and operates over 2,000 flights per week mainly in Europe in addition to their budget flights with the bmibaby brand.(Euromonitor, May 2005d)Sales forecast have shown that the Transport industry will grow by 14% in constant value terms by 2009. Air will remain the preferred inbound mode of transport and account for an estimated 79% of total sales value in 2009.It is believed that Air Travel will particularly benefit from the growth of internet sales, which will grow by 105% during the forecast period, which is 38% of overall transportation sales in 2009.(Euromonitor, May 2005e)3.0 Analysis and DiscussionThe Frequent Flyer Programme (FFP) is a common CRM strategy used in the airline industry, with BA, Virgin Atlantic and BMI owning a database reflecting the same principles of the FFP.The aim of the FFP is to:1 Increase Operational Efficiency2 Identify and Acquire Profitable Customers3 Maximise Customer Loyalty4 Optimise Sales Performance(Siebel, 2005a)In general, Airlines are increas ingly giving greater importance and priority to CRM and looking for loyalty solutions.1Database Marketing works closely with the FFP team who manage and maintain the customer database, as well as being used to run precisely targeted campaigns and promotions and produce management reports on consumer by tracking track the mileage of the airlines frequent flyers. (Virgin Atlantic, 2006a)CRM activities of BA, Virgin Atlantic and BMI follow the principles of the architecture model shown over the page.(Siebel, 2005b)4.0 Frequent Flyer Programmes4.1 BackgroundBAs FFP is called the Executive Club, consisting of three tiers, known as theBlue, Silver and Gold Tier, which reflects the customers buying patterns.Customers are banded in to a particular tier according to their score on RFV2; high scorers enter the higher tier and receive greater benefits in return. (British Airways, 2006a)The Flying Club is the name of Virgin Atlantics FFP, which consists of the Red, Silver and Gold levels, where new members are given a red card and the status increases to silver and gold, as their RFV score increases. (Virgin Atlantic, 2006b)BMI customers join the Diamond Club (FFP) there are no tiers due to they switch to a single class service.3 (bmi, 2006a)All three airlines have marketing partners within the travel and tourism industry; please view Appendix 6-8 for the details.The implementation of CRM begins with the data mart/warehouse which is used to collate information via queries, testing customer communications and other means of output. The third stage includes the customer service interface which includes elements such as reservations and customer service and the fourth stage the use of tailored touchpoints. (AAI, 2001b)5.0 The use of data warehouse/data marts and software solutionsThe CRM strategy helps to tailor and communicate benefits and services to customers in a timely order. Virgin Atlantic highlighted the ways it helps their organisation, as listed below:* Administrat ion of Membership Records* Advertising* Marketing* Public Relations* Software Development* Testing* ResearchVirgin Atlantic stores the information collected from their frequent flyer program in many different transactional databases. They have a data mart called Genio, which helps them control their customer data.Genio extracts snapshots of the transactional system and copies them into an operational data store Genio reshapes the transactional data into structures and values that are fed into a multidimensional database to facilitate management reporting and analysis.Virgins OLTP database structureBMI have also been using Genio data warehousing since early 1998, which had then used Genio only to solve their specific organisational data problems. It was initially used to handle the exchange of data between BMIs Oracle and Essbase databases. It is used with numerous information systems to provide crucial data ageing solutions. It holds the corporate data accessible to many employees. (Cummings, 1999)Recently BMI has set a 10-year contract with Fujitsu in January 2006 to provide CRM applications including other IT services and products. They are likely to employ Siebel, CRM software.BA uses data warehouse in which databases are combined across an entire enterprise, where data marts focus on a particular subject or department. BA labels their data marts as dependent data marts, which are subsets of larger data warehouses. Here the companys relational database and transactional data are kept. However, other data, not used for decision support is also stored in data warehousing.This allows BAs marketers and analysts to manage customer communications and combine both operational and analytical customer management more efficiently.The FFP programme will be part of many other programmes within the data mart, please refer to Appendix 9 for further information.6.0 Operational and Analytical CRMThe initial information added on the FFP databases includes the data from the loyalty programme membership.4The Internet is an important communication median between FFP members who are able to use the site to check their mileage, rewards and earning opportunities as well as enrolling new members online. This strengthens brand awareness and helps to acquire new members for its customer retention program.Registered customers can receive account update, program information and special offers. The airlines respond quickly and appropriately, whilst providing their departments with the feedback needed to improve services.BAs Customer-enabled portal managed by SITA SC is where customers can book and manage their travel via its website. Important information is held for key customers and is used to identify groups of customers who are using the site so BA can market to other sectors. (SITA, 2005)Virgins website www.virgin.com/atlantic, allows passengers to reserve and pay for tickets online as well as gain destination information.5 EDS Air Transport Service Group ma intains SHARES, the reservation and booking engine of Virgin Airways.(Inside Panther, 2006)Blue Sky introduced in 2003 is BMIs e-enablement programme covering processes like e-ticketing, self-service check -in and online check-in.Research shows that Virgins online booking system lacks efficiency and good quality data e.g. a customer received a reminder email with incorrect flight details. (Tuck, 2006)When the automated check in service (ACI) is used to check in passengers with their loyalty card this can give insights in to their needs and wants. Most companies use this technique.ACI holds the following information:* The flight number* Passengers name* Seat number* Flying club number* Gender information* Baggage informationVirgin Atlantics customer recognition programme UNIQ, is linked to the ACI system so employees are able to identify passengers who require special treatment. This segmentation method is used for customers travelling on VAA routes.6The numbers of UNIQ customers are recorded by the premier service team on to the lotus notes database at London Heathrow. This is linked to the CRM database, Avenue,7 which incorporates the sales structure and analyses sales performance. Its used to plan the delivery of products and services that customers want.Once BAs raw operational data is fed in to the database it is cleaned using proprietary software and a single customer view is created as part of the CRM strategy to understand the customer behaviour.Additional variables added on the database include:8* Gender* Type of trip* Purpose of trip* Domestic/short European hop/long haul tripLife-stage, Lifestyle and Geo-demographics are used to support the primary data.Data exploration techniques are applied once the database has been cleaned; housed and enhanced, using a strategic communications plan.BAs bespoke value-behaviour segmentation model is used to understand and identify consumer relationships, this requires the customer information, including:* Number of flights they took* The flight destination* Length of trip* Seat Class* Number of people on the booking* Value of transactionBAs ICM and Teradata CRM supports email, direct mail, call centre and web channels, this technology supports e.g.* Online purchase, check in, and loyalty club registration* Value segmentation* Trend forecasting* Rapid campaign creation and implementation* Automated self service, using BAs CEBA (Customer-Enabled BA)* Personalised communication and customer service* Direct email campaign execution* Personalising website landing pagesIdentification of special events in the year is used to predict forecasts and how the FFP data would be used to compensate for unusual days and/or adverse weather conditions.Since 2005 Fujitsu has provided BMI with CRM software that generates an integrated view of journeys, profiles and behavioural trends so BMI can offer personalised services when used with loyalty cards.The illustration, over the page shows how operational data com municates within the FFP system to produce analytical CRM.Siebel (2005e)7.0 Data Quality and IntegrityTo ensure consistency and appropriateness of customer service BA carries health checks on their services to maintain valuable relationships with customers.DataFlux, BAs provider of data quality integration solutions, provides data profiling technology and provides an interface to uncover potentially problematic data (Cary, 2005)Virgin Atlantics software solution Business Objects provides an integrated BI platform that includes data integration, reporting, query and analysis, and performance management. (Business Objects, 2005)The companies update customer details by sending them an email asking them which information is out of date. This gives the customer the opportunity to update and correct current details they have.8.0 Touchpoint AnalysisTouchpoint is a means of contact between a customer and the company for any reason. Below is a generic diagram highlighting the touchpoint elem ents that airlines follow through the customer journey.(Siebel, 2005f)The FFP program is used to identify the customer value before targeting them with a combination of particular touchpoints. Database is used for direct marketing in the form of, emails, Mail, door drop around travel shops and local press and radio advertisingThe graphic highlights the main touchpoints used by the companies to communicate to the customers at the differing stages of their journey.(Siebel, 2005g)The illustration shows the touchpoints made by the companies to maintain loyalty. 9 (Siebel, 2005h)Viral campaigns are used by BA to increase customer reach and increase the number of opt-ins to the BA database and seat-sale awareness, e.g. Wimbledon sponsorships.The airlines also market to travel agents through trade publications and support sales team with promotions.Benefits from partner memberships are driven by passenger traffic that can be internalised from other carriers. This enhances operational perfo rmance and shapes the communication sent to customers.BMI has the advantage of full marketing corporation from Star alliance, with respect to the FFP. Research shows that BMI do not have an integrated common information technology platform to manage the alliances. There is lack of cross over information so different messages are sent to consumers because of the amount of knowledge about where the customer is within the customer journey stage.Virgin Atlantic and BA are part of bilateral groups as listed in Appendix 6-8.The extent to which the airlines hold consumer information depends on the amount of group-specific variables and member specific variables they hold, which shapes their communication accordingly.The purpose of the FFP is to keep customers and prevent them with flying with someone else. FFPs are designed to ensure customer loyalty by offering various forms of offers.9.0 Closed loop managementThe airlines try to retain their customers by keeping them in a closed loop, as shown below.(Siebel, 2005i)The example below is of BMI closed loop management.* They create loyalty promotion such as advertise the frequent flier program where passengers can earn miles and therefore benefits each time they fly* This is to encourage passengers to fly with them regularly, hence increasing loyalty* They create and execute marketing campaigns to raise awareness of their loyalty programs and any partnerships they have e.g. bmi are partners with hotels such as the Hilton hotels and car rentals such as Avis* BMI have a customer relations contacts team who deal with any queries or issue that passengers may have* All members transactions such as the number of flights they take and information about them is processed.* Results of their promotions are measured for example has sales increased after their campaigns or advertising* They manage Diamond Club, their frequent flier loyalty program* Member profiles are then tracked and analysed for patterns, similarities and diffe rences, as well as buying behaviours* Finally members are identified for targeted promotion, for example different types of people. As part of bmis FFP they have a high fliers section which is exclusively for PAs and secretaries organising business travel* The cycle continues and further loyalty promotions are createdBA and Virgin Atlantic operate in similar closed loop system.* They create a loyalty program which will attract passengers every time they fly with British Airways, they can earn BA miles to redeem rewards for flights* They encourage passengers to fly with them more, so that they are able to build high customer loyalty* BA creates marketing campaigns to increase the image and loyalty of the airline and their partnerships with Hotels like Marriot, Radisson and Starwood. They also have connections with One World Partners and Car Rental Services.* BAs aim within customer relations is to maintain a relationship with its customers after they have travelled, and ensure that t hey wish to travel with BA again* All members transaction of flights are now recorded and processed online so that customers can manage their account 24 hours a day* The outcome of promotional campaigns are measured after such success for example increase in sale figures* BA has a check-in online service which allows members of the executive club to access their frequent flyer program. This also gives them the opportunity to view their statement and claim missing BA miles* BA builds customer profiles so that they can track, update and record details on a regular basis. They also analyse buying behaviours.* They have fully trained and experienced professionals to respond to your comments and concerns about your experiences with the airline. They also provide other departments with the feedback they receive from customers so that they can improve their services to meet customers individual needs* Nevertheless, members are identified for targeted promotion in terms of different types o f people such as an On Business travel system. As a part of BAs corporate travel they have organised a strategy which will make your companys travel budget go further, by rewarding your company with On Business Points every time your employees travel with us.* Companies can save money by redeeming points for a range of travel products like reward flights, reward flight upgrades and Hotel accommodation. This service is open to a company with five or more travelling employees.* The Loyalty Marketing Lifecycle continues and more promotional activities are created10.0 ConclusionThe CRM not only depends on the database management but also the relationship management strategy and the contacts and communications. (AAI, 2001a)In reality there are many databases used by the companies which are interconnected, it is the ability of the system that can hold and help to translate the data in to useful meaning, which largely depends on the managers aptitude to use the system to its full potential .It requires cross-communication between the differing managers and staff working around the specific database. Each database is likely to have a specific objective for storing particular information e.g. check in system, inbound calls, promotions etc.Despite analysing each database the core activities surround the inter-relation of the information between these databases.Customer information is segmented in accordance with customer buying behaviour and location, which is important because of their geographically diverse operations.1 Please refer to Appendix 1 and 2 for graphical representation of CRMs importance within the airline industry and the increased focus on FFP as part of CRM strategy.

Word Choice Brake vs. Break - Proofeds Writing Tips

Word Choice Brake vs. Break - Proofeds Writing Tips Word Choice: Brake vs. Break â€Å"Brake† and â€Å"break† sound identical. Both words can be a noun or a verb. They’re even anagrams of one another! But when it comes to their meanings, these terms are entirely distinct. How, then, can you be sure that you’re using â€Å"brake† and â€Å"break† correctly? Check out our guide to make sure your writing is always error free. Brake (Slow Down or Stop) Used as a verb (i.e., an action word) â€Å"brake† means â€Å"slow down or stop a vehicle.† For instance: The car braked before it hit the curb. As a noun, a â€Å"brake† is a device used to stop or slow down a vehicle: Always check your car’s emergency brake before a long journey. We can also use this word figuratively when not discussing vehicles. For example, if we pause a project that is underway to do more planning, we might say that we are â€Å"putting the brakes on it.† Break (Damage, Violate or Interrupt) â€Å"Break† actually has several meanings. As a verb, it can mean to: Damage or destroy something (e.g., It will break if you drop it†¦) Violate a law or promise (e.g., I would never break an oath†¦) Interrupt or end something (e.g., Let’s break for lunch†¦) Reveal something or make it public (e.g., To break news†¦) It is worth noting that the simple past tense and past participle forms of this verb are â€Å"broke† and â€Å"broken† respectively, not â€Å"breaked.† This is because â€Å"break† is an irregular verb. As a noun, meanwhile, a â€Å"break† can be a: Point of damage (e.g., We repaired it at the break†¦) Pause or interruption (e.g., Take regular breaks while writing†¦) Gap or opening in something (e.g., We ran for the break in the tree line†¦) A vacation or holiday (e.g., He went to Cancun for spring break†¦) The word â€Å"break† also features in a number of phrases, such as â€Å"breaking bad.† These can be tricky if you’re not a native English speaker, but keep an ear out for how they are used and don’t be afraid to look up unfamiliar phrases. Brake or Break? These terms have so many meanings between them that it can get confusing! However, the word â€Å"brake† is always related to slowing something down or stopping it (both as a verb and a noun). If you are dealing with any other situation, the correct word will be â€Å"break.† Remember: Brake (verb) = To slow down or stop Brake (noun) = A device for slowing a vehicle down Break (verb) = To damage, violate, or interrupt something Break (noun) = A point of damage, a pause, or a vacation

Accounting Assignment Essay Example | Topics and Well Written Essays - 1500 words

Accounting Assignment - Essay Example Both the Chairman’s Statement (CS) and the Chief Executive’s Review (CER) describe 2009 as a very difficult year. They both emphasized that the company’s loss before tax is a natural consequence of the drastic turnaround in the global economies. They also both affirmed the company’s commitment to do its part in combating climate change even if the prevailing adverse economic situation. They as well mention BA’s long-term goal of becoming a leader in the global arena of the airline industry. The CS tackled specific issues that pertained not just to BA but to the entire airline industry of UK. The CS is written from a point of view that sees BA as a primary industry player with respect to the rest of the industry and the business world at large. It discusses the ongoing battles for government regulations that would be favorable for the industry and for BA, the current status of BA’s talks with other airlines regarding mergers and the general trend of the world’s airline industry. The CS also talks of matters that concern BA’s shareholders such as the decision to declare no dividends and to give no bonuses to senior management for the year. In contrast, the CER covers more of BA’s internal issues. It talks of how BA’s implemented cost-cutting measures to combat ill effects of the economic slowdown and of how BA works on further improving its overall customer service to achieve even higher satisfactory ratings. It also talks of the management’s decision to give no salary increases to employees for the year. The CFO’s Report contains information that a potential investor like Paul should be interested in. One is the basic earnings per share figure that is -32.6 pence; another is the reduction of BA’s other reserves by  £988 million which will significantly reduce the company’s shareholders’ equity. The third is the recommendation of BA’s

Discussion Essay Example | Topics and Well Written Essays - 250 words - 107

Discussion - Essay Example There is a clear argument on the place of the church in combating witchcraft, through hunting the using the spirit. It is clear that the church did possess a fundamental role in combating the witchcraft woes. Even when a friend or an enemy accused somebody, what followed was immediate prosecution without even confirmation of the events or the authenticity of the information. It was too unjust, even as the try to ensure that every person did heed to the societal norms. In the discussion, there are claims that the church even took advantage of the witchcraft issue, and could punish any person who did not follow it precepts, with the claim that they were in possession of the witch. All that did instill fear among people. Such people were punished and excommunicated from all the societal activities (Barry, Jonathan, Marianne & Roberts, pg. 318). Essentially, the analysis of the discussion led to a rise of various concepts that were not there previously. Most significantly, the role of the church in combating the witchcraft issues was not praised. The church had ventured in the earthly aspects and forgotten their core mandate, which is spreading the Good News of the Risen Christ. Prosecution through death was also against the Christian teachings, as the Ten Commandments stipulate that one should not kill. Only God has the power to take life away. It is so sad that even before one was presumed guilty, he or she was already prosecuted. There does emerge a very sensitive issue. Does the church follow the aspects of justice? How did they establish that whatever was being said was the utmost truth? Torture was rampant, and it did remain so contradicting that the church was not in a position to preach about justice, but rather coerced all the

Humans & ability Essay Example for Free

Humans ability Essay Humans’ most important ability is our ability to communicate through spoken language. The ability of humans to speak makes us stand out in the animal kingdom, according to many philosophers and scientists. It is just natural for humans to desire to know how we developed the ability of using language in communicating. This paper focuses on how the human language evolved. Through the comparative studies of the apes with the human language, it provided information to humans when the necessity for the language structure was developed. INTRODUCTION Study of Primates Communication Abilities. Since the ‘homo sapiens’ have been considered as the human’s cousin, the language of the apes have been studied. Some believes that the human language evolved earlier than them. The American Sign Language or ASL has been taught to a number of apes. Different approaches were also used from 1970s for some species of apes to be trained and taught disciplines of communication. Comparison of the Primate and Human Communication Abilities. Human children’s development of their language was compared to the studies made on different forms of primates. It was evident on human children that their development comes slowly as they grow older. Children in the earliest age start with a single word utterance. At fifteen months old of a child, utterance of two words comes easier. Protosyntatic structures in the language development of children come next with longer word utterances. At this stage, noun phrases were observed in the language structure too. This kind of language development on children is comparatively the same with many primates studied from 1970s to present. CONCLUSION The ability of primates to communicate with protolanguage may be a sign that apes can actually understand, learn, and communicate. However, in many instances where primates were trained and disciplined, it is also important to consider that none of the subjects were able to be taught to verbally speak. Moreover, primate language studies have never showed any language exhibitions from the primates in the wild. The protolanguage development on the human children may be a similarity on both but the primates lack the gestural complex in humans. Therefore, this comparison shows that the humans have the natural linguistic ability and the primates do not. WORKS CITED William O’Grady, et al. (1997). Contemporary Linguistics: An Introduction, 5th edition. New York : Adison Wesley Longman. Pg. 586. Savage-Rumbaugh, S. , Shanker, S. , Taylor, T. (1998). Apes, Language and the Human Mind. New York: Oxford University Press. Deacon, T. W. (1989). The Neural Circuitry Underlying Primate Calls and Human Language. Human evolution, 4, 367-401.

Beer for Everyone Essay -- legal drinking age, alcohol, drunk driving

Beer for Everyone Each year there are tens of thousands of people who die each year because of drunk drivers, and because of binge drinking. The solution to this problem is not necessarily in raising the drinking age, or in stopping the production of alcohol. America has already tried taking away alcohol, and the effect of that was moon shine. In raising the drinking age it would only mean that older people will be the ones that are drunk and getting into accidents. The solution to this would be in lowering the drinking age and raising the driving age. It may not make a big difference at first, but there will be a time when the number of deaths each year will drop down to the hundreds instead of tens of thousands. If the drinking age is lowered to 16 and the driving age raised to 18, students will perform better in college. They will not want to be part of drinking games when they get older. Also the students know how much alcohol they can handle before driving. Some people would argue that the legal drinking age is just how it should be. Having the drinking age lowered could cause more disruption, some people might say. These people might think that the kids will listen to the song â€Å"The Other Side† by Jason Derulo. One line in the song goes like, â€Å"Tonight we’ll get drunk/ Disturb the peace† there might those kids who here this song and do what it says. Everyone knows that the majority of kids look up these artists as their role models. The artists are not thinking about what effect this will have on others some of them just want to make money. People will say that if 16 year olds can drink then they will cause destruction. The positive effect if younger people can drink is how they will perform in school. A popular activity a... ...k. Prod. Simsoul1. Youtube. N.p., 28 Sept. 2008. Web. 19 Nov. 2013. . Ansari, Walid E., Christiane Stock, and Claire Mills. "Is Alcohol Consumption Associated with Poor Academic Achievement in University Students?" International Journal of Preventive Medicine 4.10 (2013): 1175-88. Print. Barnett, Nancy P. "The minimum drinking age debate." DATA: The Brown University Digest of Addiction Theory & Application 27.11 (2008): 8. Print. Drunk Driver nearly causes Multiple Accidents - Ends up Crashing. Prod. IDUVO. Youtube. N.p., 24 Apr. 2012. Web. 19 Nov. 2013. . Durkin, Anne. "Educating Nursing Students About the Dangers of Drinking Games." Nursing Education Perspectives 29.1 (2008): 38-41. Print. Derulo, Jason. â€Å"The Other Side.† Tattoo. CD. Ammo and Martin Johnson. 2013. 12 Dec. 2013.

Allegory of Human Nature in Lord of the Flies Essay

Oxford University Press Dictionaries defines an allegory as â€Å"a story, poem, or picture that can be interpreted to reveal a hidden meaning, typically a moral or political one† Many people read in William Golding’s Lord of The Flies as an allegory. There’s no question that it can be looked at as a symbolic story, however, the question is what Lord of the Flies is an allegory of? One way this novel can be looked at is as an allegory of human nature. In other words, this story can be seen as symbolism of how humans behave and show their true colors when placed into a survival situation. Various characters in Lord of the Flies could be thought to symbolize different qualities of human nature. Ralph, Piggy, and Jack are three extremely influential characters and all three of them represent both sides of human nature: good versus evil. Ralph symbolizes the good in humanity in Lord of the Flies. The name Ralph derives from the Anglo-Saxon language and means â€Å"council. † As commander of the conch, Ralph was voted chief of the boys on the island; and from this point, his name became affiliated with council and government. Throughout the story, Ralph never gave up on his views and priorities, them being to get off the island. Ralph also, in terms of Lord of the Flies, symbolized civilization and order. He established order and civilization on the island at the first meeting by creating a main goal, priorities, and gave out positions such as the hunters and his right hand man, Piggy. Ralph was the only outlet of hope towards the end of the book and he was able to follow through and survive without falling into the savage state like the others. In this novel, Piggy symbolizes intelligence and logic. From the beginning, by finding the conch and recognizing its importance, he has always been the voice of intelligence and insight. One may say that piggy may be more logical and objective and therefore describe him as being left-brained. He uses his logic at many points throughout the book in such times as when he wanted to take attendance or when make the sundial. Piggy has good intentions for his ideas, however, because of his lack of confidence and his physical appearance, he is shot down by most of the other boys. He is a great example of symbolism for human nature in Lord of the Flies because for one, he and Ralph both make up a nearly perfect leader with intelligence, leadership, logic, and insight. Also, it is important to connect that insight, being Piggy, was shot down and made savage by the hunters.

End of the novel Essay

This is similar to Victor’s pursuit for glory, as both men (Victor and Walton) are putting the life of themselves and other men in danger by continuing to try and achieve their ambition. From Victor’s above words we can see that he is still motivated to seek revenge on the monster, despite the danger to his life. He also attempts to put the life of others in danger, as he asks Walton to murder the monster if he gets a chance:  If I do (die), swear to me, Walton, that (the monster) shall not escape; that you seek him, and satisfy my vengeance in his death.  (Volume 3, Chapter 7, p212) When Victor enters the novel, he is portrayed as a noble and kind person who is capable of both love and friendship. He has strong ambition and eager to learn. However, one gets the impression that when he starts to create life, he is trying to take the role of God, and becomes obsessed with gaining glory and power so much, that he forgets the importance of love and family. Victor also fails to care for the monster, which in my opinion is highly monstrous as it just like abandoning a new born baby. Furthermore, Victor acts selfishly in many occasions throughout the play. He decides to create a female companion for the monster, to stop the monster chasing him. But he goes against his promise when he thinks about what the world will think of him, if a â€Å"race of monsters† attacks the world. Everything Victor does is centred on himself and he only thinks about what benefit it would be to himself, when he considers an action. Now that I have considered Victor as a character, I will now examine the monster. The monster starts off his life as an innocent creature; however his abnormal figure and demented shape caused people to be scared of him and reject him. When the monster walked into an old man’s home to â€Å"obtain food and shelter†, the old man:  -turned on hearing a noise; and, perceiving (the monster), shrieked loudly, and, quitting the hut, ran across the fields.  (Volume 2, Chapter 3, p108) All the man had to see was monsters figure to make him run away without any enquiry. This suggests that the creature’s look posed a threat to everyone who saw him, and led to him being alienated from society.  However the monster is quite kind to start off with. While he was observing the De Lacy family, he demonstrates his kind gestures by gathering â€Å"a great pile of wood† for the De Lacy family to use as firewood. He also put their well being before his starvation, as he stopped stealing â€Å"a part of their store for (his) own consumption† when he found out that it â€Å"inflicted pain on the cottagers†. During the beginning period the monster spends with the De Lacy family, he â€Å"perceives that the words they spoke sometimes produced pleasure or pain, smiles or sadness, in the minds and countenances of the hearers†. He too wanted to be able to interact in this way and â€Å"ardently desired to become acquainted† with speech. This shows that the monster is eager to learn and wants to become just like other humans. Once the monster has mastered the use of speech, his desire to be like humans motivated him to enter the house of the De Lacy family, and speak to the blind old man when he was â€Å"left alone at the cottage†. This shows that the monster has some wit and cleverness as he selects a person who can’t judge him by his figure, but his personality and speech. However, whilst he is talking to the blind old man, the rest of the De Lacy family return home and were shocked by the appearance of the monster to such an extent that Felix, a male member of the De Lacy family, beat the monster â€Å"violently with a stick† using â€Å"supernatural force†. It is this mistreatment of the monster that sparks a deadly hatred within himself for his creator. The monster had received abuse from the De Lacy family after he had helped them, all because of the way that Victor had made him look, and the fact that he had failed to protect him. It is this anger that makes the monster monstrous by personality and drives him to kill William (Victor’s younger brother):  Ã¢â‚¬Å"‘Frankenstein! You belong then to my enemy–to him towards whom I have sworn eternal revenge; you shall be my first victim.’  (Volume 2, Chapter 8, p144) The monster also seems to be jealous of Victor, as he knows that he can never have love and relationship like him and other humans because of the way he looks. We know this because the monster frames Justine for murder of William, as he knew he could never possess anything as beautiful as her. And it is this feeling that brings the monster to demand Victor to make â€Å"a creature of another sex, but as hideous as† himself. From this, we can see all that the monster wants is a bit of love and companionship, to make him lead a life which is similar to humans. However Victor cheats the monster by first agreeing to create the female monster, but then â€Å"tearing (her) to pieces† in front the monster at the final stages of her production. This upsets the monster as Victor has effectively destroyed the monster’s only chance of love in front of his eyes. This antagonism caused the monster to become monstrous once again, as he murders both Henry Clerval and Elizabeth (now Victor’s wife): -what I now held in my arms had ceased to be the Elizabeth whom I had loved and cherished. The murderous mark of the fiend’s grasp was on her neck, and the breath had ceased to issue from her lips. (Volume 3, Chapter 6, p199)  Despite this, the monster does illustrate some humane characteristics towards the end of the novel. He presents great grievance for the death of Victor, and heartfelt remorse for his malicious actions:  Oh, Frankenstein! generous and self-devoted being! What does it avail that I now ask thee to pardon me? I, who irretrievably destroyed thee by destroying all thou lovedst.

The Key Dimensions of Quality

The Key Dimensions of Quality Introduction Over time, several debates have been conducted by various scholars to aptly define quality. In essence, quality is a simple concept. However, there are many dynamics and aspects that are variably used by scholars to pin-point the exact meaning of quality. It is for this reason that quality means different things to different people and countless of debates are still ongoing to find an aptly fitting definition.Advertising We will write a custom essay sample on The Key Dimensions of Quality specifically for you for only $16.05 $11/page Learn More For the purpose of this paper, quality will be generally, yet representatively inclusive, defined as the ability of a product or service to meet the expected needs of its clients (Pereira, 2008). In this definition, several vital aspects such as performance, perceived quality, value and aesthetic value have to be put into consideration. It is with this- and many other reasons in mind- that this paper seek s to define the key aspects of quality. In doing so, fitting examples from the field of Human Resource Management (HRM) will be used to exemplify each of the defined dimensions Performance According to Seidel et al. (2009), performance simply refers to the assessment of whether a product or service has performed as it is purposed to do. In assessing performance, an evaluation has to be done on the strengths and weaknesses of the product or service then an overall rating is done as to whether it performed or not. For example, in HR Management, performance can be measured by assessing whether the workers of a company served its clients appropriately. From a managerial perspective, performance majorly entails profitability by the company, satisfaction of clients and satisfaction of the workers (Pilbeam Corbridge, 2006). Features Just like the name suggests, features refer to the specific attributes, traits or characteristics of a product or service that enables it to serve its intende d purpose (Gibbs, 2010). Other than enabling a product or service to serve its purpose in terms of performance, features also play the irreplaceable role of defining a particular product or service in aspects such as brand management. A good example of such is the difference in features of phones from companies like Nokia, Apple and Samsung. For efficacy in HR Management, there has to be close coordination between the managers, workers and clients so that products and services are tailored with the appropriate features that meet the needs of the target market (Seidel et al., 2009).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Reliability With regards to HR Management, reliability emphasizes on the trustworthiness or dependability of a product of service over a given period of time. In assessing the quality, a product or service must be able to perform as is required over a give n period of time while intermittently being able to avoid unnecessary brake-downs, failures and down-times (Gibbs, 2010). For example, reliability of a HR manager can be assessed by his ability to perform his duties in a dependable way over a particular duration. Just like features, reliability goes a long way in portraying a company image thus should be keenly considered by those in charge of quality issues in the company. Conformance This dimension of quality answers the question; does a product or service conform to the required features or specifications? Conformance can be based on various aspects of quality. For example, some products or services are specifically designed to conform to reliability whereas others are simply for performance. In HR Management, conformance is sometimes used to refer to the ability of a product or service to match up with the requirements in the market (Bratton Gold, 2007). For instance, based on the ever increasing relevance and importance of IT (Information and Technology) issues in today’s business-oriented world; most recruitment personnel in companies have made it mandatory for the prospective workers to have basic knowledge in IT. In this regard, the need to have IT-compliant workers is viewed as a form of compliance to the elemental importance of knowledge in IT. Durability In most occasions, durability is viewed as a subset of reliability. This is majorly based on the relevance of the aspect of time. However, unlike reliability which stresses more-or-less on performance, durability is chiefly concerned with the quality of a product or service based on its ability to function effectively and last over a long period of time. Additionally, durability strongly considers issues such as tare and ware of a product. The durability of a product hugely determines crucial aspects of quality such as warranty. As a general rule, products or services that are durable tend to have longer warranties than those with less durab ility. Based on such knowledge on durability, HR Managers can easily tailor their products and services to be durable so as to attract and retain as many customers as possible (Pilbeam Corbridge, 2006). Serviceability Serviceability simply refers to the ease in maintenance of a product or service. Most products that are reliable and durable witness less functionality and performance problems thus easily serviceable. It is worth noting that, based on their simplistic features or components, some products are easy to maintain.Advertising We will write a custom essay sample on The Key Dimensions of Quality specifically for you for only $16.05 $11/page Learn More For example, vehicles tend to be more difficult to service when compared to motorcycles. This ease or difficulty of product maintenance is also referred to as serviceability. For HR Managers, serviceability is not only vital in terms of maintenance and repair of products for performance of these produ cts but it also helps in cost-efficacy since well maintained products are less faulty thus less need to incur costs in repairing or maintaining them. Aesthetics Aesthetics refer to the outward beauty of a product or service. In today’s world, beauty plays an important role in marketing of products or services. It is based on this reason that HR Managers in most, if not all, companies usually strive to create aesthetic products and services attract clients (Gibbs, 2010). Tare and ware often destroys the aesthetic value of a product. It is during such instances that aspects of quality such as serviceability come in handy in-terms of conducting maintenance and repairs. Perceived Quality The manner in which human beings perceive things greatly determines how they get to deal with day-to-day endeavors. Aptly put in the words of Pereira (2008), â€Å"perception is reality†, in other words, our perceptions determine our realities. Needless to say, different people perceive di fferent things in different ways based on differences in cultures, beliefs or even religious backgrounds. These differences hugely determine how these people interpret the quality of certain products or services. For example, conservative societies tend to appreciate â€Å"decent† clothing like full dresses for women. In the permissive societies, decency plays a very minor role and that’s the reason women in such societies can get to walk in the streets with very exposing clothes in the name of fashion. Consequently, HR Managers should preliminarily be aware of the perceptions of their clients. Once they have firm background knowledge on the people targeted by their products and services, it will be relatively easy to serve them fittingly. Value In most instances, value and quality are often used synonymously and interchangeably since they tend to refer to the same thing. The value of a product or service is usually based on almost all the dimensions of quality that ha ve been discussed above. The distinguishing feature that separates value from quality is that, in a good number of instances, value hugely relies on individual perceptions and the sentimental or emotional element of products or services. On the other hand, quality tends to be a combination of all the aforementioned aspects balanced in a more-or-less universally accepted way. Over time, HR Managers have been able to study the perceptions and values of individuals or groups of people in regards to quality and it has been found that the value of a product can be easily created by market controllers when compared to other aspects such as durability. Through such mechanisms, products or services whose quality is spiraling downwards can be easily rejuvenated by these HR Managers (Adams Goldbard, 2002).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Conclusion From the discussions above, it is eminently evident that all the key dimensions discussed herein are interrelated in one way or another. The success of one dimension hugely determines the success of the other. So, if overall efficacy is to be witnessed in terms of quality of products or services, HR Managers, and other concerned parties, must find a way of ensuring that all these dimensions of quality are equally facilitated. References Adams, D., Goldbard, A. (2002). Community, culture and globalization. New York: Rockefeller Foundation. Bratton, J., Gold, J. (2007). Human resource management: theory and practice (4th ed.). Basingstoke: Palgrave Macmillan. Gibbs, G. (2010). Dimensions of quality. Retrieved from http://uadm.uu.se/digitalAssets/91/a_91639-f_Dimensions-of-Quality.pdf Pereira, R. (2008). 8 dimensions of quality. Web. Pilbeam, S., Corbridge, M. (2006). People resourcing: contemporary hrm in practice. London, UK: Prentice Hall. Seidel, S., Tishman, S., Winn er, E., Hetland, L., Palmer, P. (2009). The qualities of quality: Understanding excellence in arts education. Retrieved from https://www.wallacefoundation.org/knowledge-center/Documents/Understanding-Excellence-in-Arts-Education.pdf

Quetzalcoatl - Pan-Mesoamerican Feathered Serpent God

Quetzalcoatl - Pan-Mesoamerican Feathered Serpent God Quetzalcoatl pronounced Keh-tzal-coh-WAH-tul and roughly translated as the Feathered Serpent, the Plumed Serpent or the Quetzal-Feathered Serpent, is the name of an important Mesoamerican deity who was worshiped throughout the region in one form or another for 1,200 years. Key Takeaways: Quetzalcoatl Quetzalcoatl is the name of a central Mexican deity, closely related to the morning star, Venus.  He appears in Post-classic tales from the Maya, Toltec, and Aztec cultures.As an Aztec deity, he was one of four sons of the creator god Ometeotl, associated with the wind god, and the patron god of arts and knowledge.A persistent myth about the conquistador Hernan Cortà ©s being mistaken for Quetzalcoatl is almost certainly false.   During the Postclassic period (900–1521 CE), several cultures- including the Maya, Toltecs, Aztecs and other polities in Central Mexico- all practiced some version of the cult which had formed around the legends of Quetzalcoatl. However, the majority of information about this god comes from Aztec/Mexica sources, including surviving Aztec codexes, as well as oral history told to the Spanish conquistadors. The Pan-Mesoamerican Quetzalcoatl The pyramid of Quetzalcoatl (god of the feathered serpent) is showing the alternating Tlaloc (left, with goggle eyes, a god of rain, fertility, and water) and feathered serpent (right, with a collar of feathers) heads. stockcam / iStock / Getty Images The earliest example of Quetzalcoatl, or at least a Feathered Serpent god, comes from the Classic period (200–600 CE) city of Teotihuacn, where one of the main temples, the Temple of Quetzalcoatl in the Ciudadela, is decorated with carvings of feathered serpents. Among the Classic Maya, the figure of a feathered serpent is illustrated in many stone monuments and murals and is often related to the worship of royal ancestors. During the Terminal Classic or Epiclassic (650–1000 CE) period, the cult of the Feathered Serpent spread dramatically throughout Mesoamerica, including the central Mexico centers of Xochicalco, Cholula, and Cacaxtla. The most famous example of the Mayan Quetzalcoatl cult is reflected in the architectural aspects of Chichà ©n Itz in the Yucatn Peninsula, where Maya Puuc styles are contrasted with those of the Quetzalcoatl-inspired Toltec. According to local and colonial legends, the Toltec shaman/king Quetzalcoatl (known as Kukulcan in the Maya language) arrived in the Maya region after having been ousted by political rivals, bringing with him not just a new architectural style but a new set of religious and political practices associated with militarism and human sacrifice. The Origins of Aztec Quetzalcoatl Experts on Mesoamerican religion believe that the Aztec (1325–1521 CE) figure of Quetzalcoatl began with the legend of the pan-Mesoamerican god and blended in a historical Tollan leader, Ce Acatl Topiltzin Quetzalcoatl, who reportedly lived 843–895 CE). This man was a heroic figure, probably a king and/or a priest, who left his home in the Toltec capital of Tula chased out by traitorous priests, but promising to return. The Aztecs considered the Tollan leader the ideal king; more details are found in the legend of the Toltecs. The story undeniably echoes the Mayan story, but whether or not this legend is based on real events is still under debate among scholars. Quetzalcoatl as Aztec Deity Quetzalcoatl, the Toltec and Aztec god; the plumed serpent, god of the wind, learning and the priesthood, master of life, creator and civiliser, patron of every art and inventor of metallurgy, in the Codex Borbonicus. Bridgeman Art Library / Getty Images Quetzalcoatl the deity was one of four sons of the creator god Ometeotl in his male form Ometecuhtli (â€Å"Two-Lord†) and his female form, Omecihuatl (â€Å"Two-Lady†), and brother of Tezcatlipoca, Xipe Totec, and Huitzilopochtli. The Aztecs called their era the time of the 5th Sun- there had been four previous versions of the earth and its people, each ruled by different gods. According to the Aztec Legend of the Suns, Quetzalcoatl ruled over the second Sun of Aztec creation. He was a creator god, associated with the wind god (Ehecatl) and the planet Venus. Quetzalcoatl was also the patron god of arts and knowledge. He was one of the most human-loving of the gods in the Aztec pantheon. He was the god who met with an ant to provide humans with their first maize to plant, and he was responsible for saving all humanity at the beginning of the Fifth Sun. Quetzalcoatl and the Bones of the Ancestors At the end of the fourth sun, so it is told, all humanity was drowned, and after the creation of the fifth sun, Quetzalcoatl descended into the underworld (Mictlan) to negotiate with the god of the underworld (Mictlantecuhtli) the return of humanitys bones so the earth could be repopulated. When Mictlantecuhtli proved unwilling to give them back, Quetzalcoatl stole the bones. In his hasty retreat, he was startled by a quail and tripped and broke them (which is why humans come in a range of different sizes), but managed to carry the bones to the paradise of Tamoanchan, where the goddess Cihuacoatl ground them up and placed them in a jade bowl. Then Quetzalcoatl and other gods performed the first auto-sacrifice  when they shed their blood over the bones and endowed them with life, thus lumbering humanity with a debt that had to be repaid by abundant human sacrifices. The Cortà ©s Myth Quetzalcoatl’s fame is also linked to a persistent story about Hernan Cortà ©s, the Spanish conquistador credited with conquering the Aztec Empire. The story is that the last emperor Motecuhzoma (sometimes spelled Montezuma or Moctezuma) mistook Cortà ©s for the returning god, based on the supposed resemblance between the Spanish conquistador and the god. This story, detailed in Spanish records, is almost certainly false, but how it arose is a fascinating story itself. One possible theory for the origin of this story is that the Spanish misinterpreted the welcoming speech pronounced by the Aztec king. In this speech, if it ever happened, Motecuhzoma used a form of Aztec politeness that was mistaken by the Spanish for a form of submission. Other scholars suggest that the idea that Cortà ©s  and Quetzalcoatl were confused by the Mexica was entirely created by Franciscan friars, and elaborated during the post-Conquest period. Most interestingly, according to Smith (2013), some scholars attribute the origin of the Cortà ©s  myth to the Nahua nobility themselves, who invented it and told it to the Spanish to explain why Motecuhzoma hesitated to attack the conquering forces. It was the nobility who created the prophecy, a series of omens and signs, and claimed that Motecuhzoma truly believed Cortes to have been Quetzalcoatl. Quetzalcoatl’s Images The figure of Quetzalcoatl is represented in many different ways according to different epochs and Mesoamerican cultures. He is both represented in his non-human form as a feathered serpent with plumage along its body and around the head, as well as in his human form, especially among the Aztecs and in Colonial codices. In his human aspect, he is often depicted in dark colors with a red beak, symbolizing Ehecatl, the wind god; and wearing a cut shell as a pendant, symbolizing Venus. In many images, he is depicted wearing a plumed headdress and carrying a plumed shield. Quetzalcoatl Cult Centers Numerous circular temples (at Texcoco, Calixtlahuaca, Tlatelolco, and in the Pino Suarez metro station in Mexico City) are dedicated to Quetzalcoatl in the guise of Ecahtl, constructed without corners so the wind could easily blow around them. Extant temples dedicated to the cult of Quetzalcoatl have been identified at many Mesoamerican sites, such as Xochicalco, Teotihuacan, Cholula, Cempoala, Tula, Mayapan, and Chichen Itza. Edited and updated by K. Kris Hirst. Sources Berdan, Frances F. Aztec Archaeology and Ethnohistory. New York: Cambridge University Press, 2014. Print.Carrasco, David, Lindsay Jones, and Scott Sessions, eds. Mesoamericas Classic Heritage: From Teotihuacan to the Aztecs. Boulder: University Press of Colorado, 2002. Print.Milbrath, Susan. Maya Astronomical Observations and the Agricultural Cycle in the Postclassic Madrid Codex. Ancient Mesoamerica 28.2 (2017): 489–505. Print.Miller, Mary E., and Karl Taube, eds. The Gods and Symbols of Ancient Mexico and the Maya: An Illustrated Dictionary of Mesoamerican Religion. London: Thames and Hudson, 1993. Print.Mysyk, Darlene Avis. Quetzalcoatl and Tezcatlipoca in Cuauhquechollan (Valley of Atlixco, Mexico). Estudios ee Cultura Nhuatl 43 (2012): 115–38. Print.Smith, Michael E. The Aztecs. 3rd ed. Oxford: Wiley-Blackwell, 2013. Print.

Europe Agriculture Assignment Example | Topics and Well Written Essays - 500 words

Europe Agriculture - Assignment Example Climate change has resulted in a shift in agricultural production, thus altering the food composition. There is an elevated use of pesticides and herbicides, new plant and animal strains and different production environments such as greenhouses. Although most of them are supposed to ensure that the nutritional quantity is not limited, there are questions raised about the quality. Climate change affects the nutritional quality of foods in many ways such as increased use of agrochemicals, spread of pathogens and changes in the soil structure and composition. The principal purpose of this paper is to investigate the ways in which food safety and nutrition quality are affected by climate change in Europe. The paper will also give recommendations for solutions and/or further research. The paper explores the issues that climate change is likely to affect, as far as food safety is concerned. It identifies various issues such as agrochemical use during production and storage, marine biotoxins, and extreme environmental conditions. The paper will contribute information to answering the research question. Farkas, J., J. Beczner, and C. S. Mohà ¡csi-Farkas. "Potential impact of the climate change on the risk of mycotoxin contamination of agricultural products in Southeast Central Europe." Acta Univ Sapientiae Aliment 4 (2011): 89-96. The paper looks into the impact of climate change on the contamination of agricultural products by fungi. It explores the various mycotoxins that have been common in the past, and the new trend brought about by climate change. I will derive information on such emerging issues from this research This paper reviews the various food safety factors that are affected by climate change. It recommends that collaboration between relevant organizations is mandatory to address the issue. It will contribute more

I wondered how a person can be developed to be a leader Essay

I wondered how a person can be developed to be a leader - Essay Example An effective leader knows what needs to be done to bring life back to the company, to deal with the company’s debt and financial burdens, to manage burgeoning and diverse groups of employees or to introduce more consumer-relevant products. The leader is the person who knows how to bring results. This is the reason that company leadership is the first variable that is changed when it hits rough patches. Conversely, the asset that is most appreciated and valued when the company is gaining speed. I understand that an innate set of leadership characteristics is essential in a person to be a good leader, combined with relevant education and training. I attained that education in business school right at the onset of my career and it has proved instrumental in my career progression and leadership capabilities. I have surmised that leadership is very contextual in nature and exists in many forms and manifestations. There are no didactic rules surrounding leadership; leadership is suc cessful when it is addressing change and bringing results. What is Leadership? While there are countless definitions of leadership in textbooks, the one I found most relevant was presented by Kotter, saying that leadership addresses change in organizations and prepares it for the ensuing struggle (2001). The world is in a state of constant change and dynamism, affected by a multitude of factors including newer technologies, economic shifts, globalization, social responsibility, the internet and scarce resources. As a result, today’s companies need people at the helm who are capable of dealing with change and deciding strategies that bring about change. The legendary Steve Jobs is commended as being one of the best leaders of our times because he steered Apple single-handedly not only towards profit, but made the company the most innovative company in the world which affected billions all over the globe. The idea crafted by Jobs, in retrospect, seems so simple: to enable the e veryday consumer to have simple yet artful gadgets for everyday entertainment. It was that vision of change, combined with Jobs’ management of Apple’s resources to steer it towards achievement of that vision that has allowed Apple to become what it is today. Thereupon, I take leadership as the force that not merely creates a vision for betterment, but also communicates it to all stakeholders, making it possible for that vision to be realized. The Leadership Role With the understanding that leadership exists to address change, I attempted to understand the exact role leadership plays in this process. Leadership is about refusing to limit one’s mind to ‘either this or that’ scenarios, says Martin (2007); the author explains that leaders do not simply consider two three options and select among them, but rather they create new, unheard-of solutions. Effective leaders are not afraid of complicated problems and nor do they develop strategies that fit som e pre-conceived mould. Instead, leaders strive to find a special solution that meets the unique business need. The innovativeness in leaders’ thinking is represented by creative solutions to problems that are a result of multidirectional factors and often opposing options (Martin). McShane and VonGlinow (2009) state that leaders use all the persuasion tactics at their disposal to motivate people to understand and implement their creative solutions. I learnt