The Power Engineering Process

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Introduction

The Power Case Study has dealing with changes that can shift the power base from one department to the other. By introducing a new total quality philosophy changes in group dynamics have taken place. This had led to a loss of dependency to the engineering group and consequently to a loss of their power.

Question 1

Explain your understanding of power. Identify the sources of power available to participants in this case.

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Power is the capacity of a person, a team, or organization to influence others. It is not the act of changing others' attitude or behaviour; it is only the potential to do so. Mostly people even do not know that they have power, or they know and do not use it.

The most basic prerequisite of power is that one party believes he or she is dependent on the other for something of value. Within an organization you might have power over others by controlling a desired job assignment, useful information, important resources, or even the privilege of being associated with you. The fact that power is ultimately a perception, makes the matter more complex. That is the reason why people might gain power simply by convincing others that they have something of value.

Hence, power exists when others believe that you control resources that they want. Although power requires dependence, it is really more accurate to say that the parties are interdependent. One party may be more dependent than the other, but the relationship exists only when both parties have something of value to the other.

The above shown exhibit demonstrates the weaker party's power (person B) over the dominant participant (person A). This counter power is strong enough to maintain person A's participation in the exchange relationship. In this case study for example, the engineering executive (technical director) has power over subordinates (five technical managers) by controlling their job security and promotional opportunities.

At the same time, employees for example have counter power by controlling the ability to work productively and thereby creating a positive impression of the supervisor to his or her boss. They are expected to work harmoniously and not to create strikes and lockouts. Counter power usually motivates executives to apply their power judiciously, so that the relationship is not broken.

Reflecting these situations in an organisational association in general the division of labour and hierarchy lead to vertical and horizontal dependency. Dependency means that one element is dependent on another for resources, for example goods, services, finance and expertise. This makes it possible for one element to influence another. Power in organisations involves more than just dependence. It involves both power sources and contingencies. In this case study for example we have got a power shift from the engineering department to the manufacturing and purchasing departments. In the past the company was less dependent on its overseas counterparts and so the engineering department was the driving force of all operations.

This indicates that power is derived from formal and informal sources. The formal sources of power are Legitimate, reward, coercive and information. The informal sources of power are Expert, referent and connection. In general these sources yield power only under certain conditions.

Legitimate, reward, coercive and information are power bases which derived from the power holders' position; that means that the person receives power because of the specific authority or role he or she is assigned in the organisation. The latter sources of power (expert, referent and connection) originate from the power holders' own characteristics; the person brings these sources of power to the organization.

Not all sources of power are relevant to this case study. The following sources of power have been identified.

The sources of power

ɨ Legitimate power

Legitimate power is an agreement among organizational members that people in certain roles can request certain behaviours of others. This perceived right comes from job descriptions as well as informal rules of conduct. People in high power distance cultures are more likely to comply with legitimate power than are people in low power distance cultures. In general, employees are becoming less tolerant of legitimate power. Increasingly, they expect to be involved in decisions rather than be told what to do.

In context to this case study engineering used to have this power to direct the organisational resources. The manufacturing and purchasing departments have inherited much of the responsibility for the companies' success. And also the technical director has legitimate power which he uses for his personal gain.

ɨ Reward power

The capacity to influence others by controlling the allocation of rewards valued by them and removing negative sanctions. Managers have formal authority that gives them power over the distribution of organizational rewards such as payment, time off and vacation schedules.

In context with this case study the technical director of the engineering department has reward power in terms of giving promotions to his team but does not exert it.

ɨ Coercive power

Coercive power means the ability to apply punishment. Managers have coercive power through their authority to reprimand, demote and fire employees. The technical director in this case study has the opportunity to use coercive power but it is not mentioned.

ɨ Expert power

Expert power originates from within a person. It is an individuals' or work units' capacity to influence others by possessing knowledge or skills that others want. This power was held by the engineering department in the past. This power now has been transferred to the manufacturing and purchasing department who use ex-engineering staff to solve issues and problems. As part of the companies push towards "total quality" the quality control group is now increasing their expert power.

ɨ Referent power

People have referent power when others identify with them, like them, or otherwise respect them. It is the capacity to influence others based on the identification and respect they have for the power holder. The technical director does have the referent power because of his knowledge and his long-service with the company, which he uses outside of the company to bring prestige to himself and the company.

ɨ Information power

Also Information is power. Information power derives from either the legitimate or expert sources of power described above and exists in two forms

1. Control over the flow and information given to others.

. The perceived ability to cope with organizational uncertainties.

Information coming into and out of the company is intercepted at the directorate level and is routed by delegates. The technical director does not pass much information to the engineering department. This is in direct contrast to most other departments. Control over information flow is also mentioned as invisible power.

Invisible power enables

ɨ Control of agendas and the way propositions are formulated and presented.

ɨ Non-decision making in the sense of not allowing debate on alternative perspectives to emerge.

ɨ Enlisting widely held beliefs and values to support a particular point of view.

ɨ Utilising organisational procedures, rules and systems for ones' own advantage.

ɨ Latent intimidation.

ɨ Structuring work relationships so as to prevent, avoid or divide significant opposition. The engineering department was dispersed on to various sites which led to the lack of departmental cohesion.

ɨ Capitalising on "institutional biases" whereby some actors benefit more from existing organisational arrangements than others.

As mentioned in this case study organizations operate in changing environments, so they require information to reduce the uncertainty of future events.

The more the organisation can cope with the uncertainty of future events , the more easily it can achieve its goal. There are three general strategies to help this organisation to cope with uncertainty. These coping strategies are arranged in a hierarchy of importance, with the first being the most powerful.

ɨ Prevention- The most effective strategy is to prevent environmental changes from occurring. For example, financial experts acquire power by preventing the organisation from experiencing a cash shortage or defaulting on loans

ɨ Forecasting- The next best strategy is to predict environmental changes or variations . In this respect, marketing specialists gain power by predicting changes in consumer preferences.

ɨ Absorption People and work units also gain power by absorbing or neutralizing the impact of environmental shifts as they occur.

An example is the ability of maintenance crews to come to rescue when machines break down and the production process stops

Question

Identify the symptoms of power loss in Engineering Department. With reference to Hickson and Hinings' strategic contingency view of intraorganisational power, examine how this erosion of power might have occurred.

In the engineering department we identified the symptoms of power loss as follows

Centrality

Centrality means that employees and departments have more power as their centrality increases. Centrality is the degree and nature of interdependence between the power holder and others. Specifically, centrality increases with

a) The number of people affected by your actions

(in this case study we have got 00 engineers

in the engineering department).

b) The speed in which other people are affected by your actions

In this case study

ɨ The engineering roles are diluted to other department within the company.

ɨ Company dispersed the engineers across the company sites caused engineering department lack of the departmental cohesion.

ɨ Roles conflicts between the engineering group and manufacturing, purchasing and quality control. Engineering group is no longer the driving force for the company operations.

Uncertainty

In this case study the uncertainty appears as follows

ɨ No career path for engineers to grow within the company.

ɨ The technical director does not pass much information to the engineering department.

ɨ Engineering group lack of interdepartmental communication consequently this makes them unable and unwilling to communicate with the other department within the company. Resulted no career path for engineers to grow within the company.

ɨ The narrow minded and introspective attitude of the engineering department wherein they did not interact with other departments freely.

Non-Substitutability

As we mentioned before power is strongest when someone has a monopoly valued resource. Conversely power decreases as the number of alternative sources of the critical resource increases. So how do people and work units increase their power through non-substitutability?

These are examples to increase the power through non-substitutability

ɨ Controlling tasks Professions have legislation preventing outsiders from performing certain tasks within their domain. With reference to this case the marketing department is closely knit on a single floor and has electronic key access preventing ingress of outsiders.

ɨ Controlling knowledge The engineering department used to perform these tasks in the past.

ɨ Controlling labour This function is now performed by the manufacturing and purchasing department.

ɨ Differentiation Differentiation occurs when an individual or work unit claims to have a unique resource-such as raw materials or knowledge-that the organisation would want. As an example the manufacturing and purchasing department used cost reductions and more efficient manufacturing techniques rather than design.

As follows we have identified the most important symptoms of power loss in this case study

ɨ Engineering related tasks were solved by other department using ex-engineering background instead of using the engineer from the engineering department.

ɨ Engineering department no longer the driving force for the company operations

ɨ Responsibilities were given to other departments.

ɨ Less involvement of Engineering group and reduction in number of original engineering design projects have been a large concern. This has caused powerless for the engineering group.

ɨ The shift in the company policy to give importance to quality control and not much importance to the engineering aspect.

As previously indicated, where one is located in the structure of the organisation greatly influences ones access to people (connection power) resources ( instrumental power) and information (information power).

In this case study also the importance of location is demonstrated. Location in the organisation is also a factor determining the power of sub-units within the organisation. Hickson and Hinings in the Strategic Contingency Theory of Intraorganisational Power argue that power of organisational sub-units, groups or departments is dependent on three factors that we have mentioned and defined above Centrality, Uncertainty and Non-substitutability.

What this three factors together mean, is that sub-units that are more central to the flow of information or key processes , are better able to reduce uncertainty for the organisation as a whole and perform functions that can not easily be replicated, will be more powerful.

The engineering department described in the case study were unable to maintain any of these factors which led to the erosion of the power they once had. This means that the engineers were no longer central to the work process and had little or no control over projects. Their futures within the department and their future work prospects were uncertain and because many engineering staff had transferred to other departments, they were not always consulted on problems. Problems were solved by ex-engineers.

Question

What changes can you suggest that will increase the Department's power? Refer in your answer to Kanters' ideas about powerlessness.

In Kanters' observations of large organisations she identified that three commodities were necessary for productive power Information, Resources and Support. Acquiring power can be most time consuming.

Suggestions to solve the engineering department problems would involve these three commodities.

ɨ Information

The first area to start with would be the supply of useful information on the operations of the company being given to the department by the Technical Director. When this was occuring the engineers could again become involved in operations and would be able to contribute to the overall input and necessary design modifications.

ɨ Resources

Currently the engineering department is dispersed across many sites, which means their knowledge resource is fragmented. This could be resolved by bringing them back together into a cohesive unit, equiping them with up to date equipment and with the Technical Director enforcing the use of the engineers as a knowledge resource.

ɨ Support

Initially they would need the support of the Technical Director for information supply. After this and with the other suggestions the engineers would find that as a unit they would become less narrow minded and introspective.

If they also enlisted the support of the quality control group who currently have good connection power with the executive and oversee manufacturing quality control, this would assist them in re-integrating into the mainstream operations.

As they became more productive and were supplying more and useful information of a higher quality, they would start to gain support from other departments over time.

Additionally we make the following suggestions to improve the manufacturing company's situation

ɨ The company should sell its ten buildings and should buy/rent a new one, which has enough room to cover all departments.

ɨ Each department should have its own floor.

Executive

Meeting rooms & Lunch room / Cafeteria for everyone

Finance

Marketing

Engineers

Sales area & Storage rooms

ɨ Everyone should have access to each department.

ɨ The quality control group should be shut down.

ɨ The 00 engineers should be divided up into 15 teams.

ɨ Every team/department should be responsible for themselves.

ɨ Each team should be specialised and responsible for one of the 15 products.

ɨ A bonus/reward system should be installed.

ɨ To enhance team work, motivation, new challenges and new ideas job and product rotation should be practiced every -5 years.

ɨ Each team has one team leader who is responsible to the Engineering Director.

ɨ Regular Meetings should take place

1. Weekly meetings Responsibilities of each department, the Engineering Director and team leaders should come together to exchange information concerning actual financial situation, current customers needs or new won contracts.

. Quarterly meetings All employees get together. Each department gives a short overview/review about its actual situation, problems and success. Communication should be clear and open so that the relationship between co-workers and supervisors and the flow of information can be enhanced. Especially if these meetings take place in a relaxed atmosphere (e.g. BBQ).

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Outbreak of SARS

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The public panic and the function of mass media

1. WangDan presents Chinese people as innocent

Wang Dan presents Chinese people are innocent in an outbreak of SARS. He said the Chinese authorities tried to cover it up, but paper cannot cover up fire. The consequence was panic among the people. Obviously, he tried to show that people who were infected by SARS were innocent due to irresponsibility of the Chinese government. As we know he was one of the leaders of the Tiananmen Square democracy movement in 18 in China and he has sufficient knowledge in history and politic of China, but he have been isolated from China since 17. That brings me to think how much he knows about the nowadays of China. Does he qualify to criticize China about SARS? Does his message reliable? From Marshall McLuhan¡¯s conception of the medium is the message, Wang Dan himself can be looked as a medium. He himself as a medium automatically sends me a message before reading his address to Taipei Times. The positive or negative of the message depends on who receive the message. The message I received from him is that he probably will not say any good side about China, so the message what he said most likely will be biased which can not be fully trusted. This is because I do not appreciate what he did in the Tiananmen Square democracy movement in 18 in China. What he and his other classmates did is totally in threaten of the social stability of China at that time. In the article ¡°People Against the Mentally III Community Opposition to residential Treatment Facilities¡±, author Fanny, M shows that Chinese government tried to cover the truth of mentally illness people up in order to put them in a local living area, but people who live around those mental illness people find out the truth later and caused the society unstable. ¡°the typical AIDS story tended less to sensationalize than to reassure, largely because journalists depended upon government officials......Such sources had interests either in avoiding coverage or in pointing toward breakthrough;¡± (David C. Colby, Timothy E.Cook, 11, p.15). Later this epidemic seemed likely to affect general population. Above two examples exactly shows what Wand Dan said paper cannot cover up fire. In my view, as a big country like China sometimes do need authority to cover outbreak like SARS up before knowing the source of SARS and knowing how to treat this disease in order to make the society stable. I think this is not irresponsible to the people. Especially, a country like China who has 1 billion people, any inappropriate issue will cause great impact in the whole society. From Lasswell¡¯s conception of the propaganda, even country like United States, it also use propaganda to make up a story of a hero woman soldier to cover the truth of that soldier in order to encourage American soldier to win the war in Iraq and the effect of that among American soldiers is great during that war.

. How does message become rumor?

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Wan Dan says that no control to the new technology of transmitting message is the reason that caused the rumor of SARS among people. The new technology of transmitting message can be the internet and the cellular phone which are hard to be controlled. Non-professional opinions are important factors that caused rumor. From Harold Innis¡¯s conception of center vs. periphery, Wan Dan can be looked as a center that he sends the message to people. People who receive message from him can be looked as periphery. ¡°In societies in which modern means of communication predominate, rumor always moves faster than fact. Often, when a fact arrives it is interpreted in the light of a rumor which manages to become more real than the fact.¡± (Herbert Daniel, 11, p.54). Although author Herbert Danniel talks about AIDS which is different from SARS, he has the similar idea why the message become rumor as Wan Dan has. The wide range of using the cellular phone and the internet can also be considered as a result of propaganda of the new technology. From Lasswell¡¯s conception of the propaganda, we can see that why so many people in China use the cellular phone and the internet is because of the propaganda of the new technology.

The reason that the rumor of SARS generated such a wide impact among mass in china can be explained in the following two ways first, because the information related to SARS concerns the health and even life safety of the common people; Wan Dan said the Chinese authorities tried to cover up the cases of SARS, but paper can not cover up fire. The consequence was panic among the people. ¡°Irresponsible press and media coverage highlighted the spread of AIDS¡­¡± (Herbert Danniel, 11, p.5). Obviously, we can see that the occurrences of the rumor are mostly caused by the government or the mass media. From Innis¡¯s conception of center vs. periphery, we can understand that people who spread message of SARS can be looked as center and who receive the message is periphery. In here, The Chinese government is center and the mass media is the periphery. I realize that the power of center is so important, anything inappropriate messaged sent by center can cause great impact on its periphery. SARS is the great example of this. Second, the common people are lacking knowledge of medical treatment and medication for SARS. The uncertainties related to SARS are high. As a result, hearsay becomes wide and the great of impact is hard to avoid. Wan Dan said if the news about SARS can be reported in an official way, then the impact of it on the society can be greatly reduced. This is true, I agree with this point. The government should be responsible to issue news of SAR in its early stage in order to stop the rumors of SARS and can maintain the stability of the society. ¡°Suggestions for resolving the paradox included in the planning, application of the knowledge and skills of social Psychology in dealing with public panic, and cooperation with the mass media to reach the public.¡± (Fanny M. Cheung, 10, p.05).

With SARS, Wan Dan think there are additional factors that affect the transmission of hearsay. First is the way of information dissemination. According to an investigation reported in one local newspaper in Beijing, it was discovered that the common people acquire information about SAS is from cellular phones and the internet. New ways of transmission easily break through the localized community conversation. The second factor is culture. ¡°¡­, individuals tend to share information with others and with people whom they perceive to have good relations¡± (Lai & Wong, 00, p. 58) Medical experts report that Chinese people are more likely to consult with non-professionals. They would rather to listen to opinions from their relative or friends. In contrast, western people would rather to listen to the opinions of medical professionals. This hobby of Chinese is not good for the whole society.

The different people transmitting hearsay have different motivations. Some of them try to help others, let others know what really happened, however some of them want to benefit from this event. These people intentionally magnify the epidemic situation. This kind of motivation goes against the social morality. It harms the benefit of the public. From Lasswell¡¯s conception of propaganda, different people use propaganda to relay the information of the SARS to the public for different purposes. ¡°Disasters for some are opportunities for others.¡± (Virginia Berridge & Philip Strong, 11, p.1). This statement clearly shows that some people will use disaster as a tool to make their own benefit from the public.

From the above we can see that the supply of professional information related to SARS would cut down on the spread of hearsay. Thus facing the hearsay as early as possible is very important to prevent rumor from flooding. There is a need to increase the average trust of the mass media. The information relayed by the mass media should be by professionals. Government officers also are important roles, if they have ability and experiences know how to deal with the relationship among the public, then the spread of the hearsay can be limited in a certain range.

. Why do the rumors about SARS pass so quickly?

Wan Dan says that it is now impossible to completely control the dissemination of information. From Harold Innis¡¯s conception of center vs. periphery, the government can be looked as center while the mainstream media are an intermediate and people who receive the message from the mass media is periphery, the government use its power to control the dissemination of message to media which are around it. Especially, nowadays the technology is so advanced, people can easily relay information by using internet or the cellular phones. Therefore, it is not possible to control the dissemination of the information. ¡°¡­, many people heard about the rumor even before news announcements on television and radio. Apparently, they had obtained the news through personal channels.¡±(Gina Lai, Qdalia Wong, 00, p.54). In deep, common people have the right to know the true story of the event even when the event threatens people¡¯s safety. Because the Chinese government did not want the public to know about SARS in the beginning, there was no any related news about SARS being issued by media. However it is impossible to prevent people from communicating with each other in this information era. If the mass media was not allowed to function properly and in a timely manner by the Chinese government, this certainly will lead to a lost of control of public opinion. In terms of the mass communication, a government should serve as a source of information for its people, fulfilling their rights of know the facts related to their lives or safety by offering them a timely and actual flow of information. People¡¯s rights to information should be the only principle for the government to follow, regardless of whether the information is about an infectious disease or not. In an outbreak of SARS, the mass media also did not fulfill their responsibility. In the beginning, the mass media did not relay the information related to this infectious disease to public, therefore rumors about SARS pass very quickly and caused mass panic. ¡°Governmental inability to solve these problems, or even to address them in a timely fashion, is likely to generate dissatisfaction or distrust.¡±(Patricia & Dietram, 000, p.744). From Harold Innis¡¯s conception of monopoly of knowledge, we can understand the reason why mass media did not relay the information of SARS to the public mainly is because the Chinese government controls the information of the sensitive issues and never allows these issues to be covered in order to maintain social stability.

How to deal with the crisis caused by an outbreak of infectious disease

1. In the information era the government needs to be much more efficient in making information public in the event of emergency.

When important event concerning the lives of people happen, the public needs to know the facts as a matter of respect and human rights. ¡°The states did not introduce full individual human rights, including the right to communicate with others.¡±(Miroljub Radojkovic, 14, p.17) Wan Dan says in the information era, it is impossible to block information, because the speed of transmission as well as the broad of scope creates a huge of impact. From Harold Innis¡¯s conception of time bias and space bias, we understand that the internet and the cellular phones can be looked as space bias, because they are transportable and can be used to transfer information very quickly. The government should have good relationship with the mass media. When people urgently want to know the exact information about an infectious disease, if the mass media keeps quiet, the only thing that will happen is the rumor about the disease will get bigger and bigger. If some related departments of government relayed information about this event through the mass media they could have a good image in the public.

. Increasing trust in the government

Wan Dan addressed that the message should be transparent to the public in order to increase trust in the government among people. ¡°¡­, it is very clear that an underlying motivation was to protect economic interests of San Francisco and the State of California by denying the existence of the plague and deriding those who claimed it existed.¡±(J. Gerard Power, 15, p.8). ¡°the distrust potentially stems from discrepancies between the output produced by the government and citizens expectation.¡±(Patricia Moy, Dietram A., 000, p.744) Again, from Innin¡¯s conception of center vs. periphery, San Francisco and the State of California are the center and the mass media is intermediate that used the information sent by the local government to its periphery which is local people. I think the negative effect of the action of San Francisco and the State of California is great. Since the message of plague is not transparent to the local people, once plague is out of control will decrease trust in the government among the local people.

. There is no shirking the responsibility for mainstream media

The government should try to establish a sustained and stable relationship with the mass media so that the media can be the government¡¯s capable assistant when facing a sudden crisis, issuing true and reliable information to ensure the stability of the society. From Harold Innis¡¯s concept of center vs. periphery, the Chinese government is the center and the mass media is intermediate and the Chinese people are the periphery. Since the effect of the center always can cause great impact on its periphery, the Chinese government can use the mass media to replay information to the public after creating good relationship with the mass media. In order to allow the mainstream media to sufficiently exert the above function, the government should start with the following steps First, should regard the superiority for mainstream in public opinion; second, should persist in guide of correct public opinion; lastly, the government should set up an efficient system of emergency.

The impact of the economy by SARS

Wan Dan says the Chinese authorities expect foreign investors to have faith in China¡¯s economic development. On the other hand, they tell lies and conceal message. From Harold Innis¡¯s concept of center vs. periphery, the Chinese government is the center and the Chinese people are the periphery. The effect of the center on its periphery always has great impact either positive or negative. So when the Chinese government tell lies and conceal message of an outbreak of SARS, this will cause great negative effect such as distrust in the government among people. That can easily bring the economy down because no one wants to do business with a person who can not be trusted.

A. Credibility

1. ¡°In China, how can a market economy develop successfully if credibility is destroyed by the government?¡±

B. Political reform

1. China¡¯s slowness and inappropriateness of response are unlikely to be remedied without political reform

By conducting a textual analysis of his address to Taipei Times we can see how Wang Dan used propaganda to portray the Chinese people are innocent victims and frame what the Chinese government should have done particularly with regard to the mass media to remedy government¡¯s slowness and inappropriateness of response to an outbreak of SARS in order to maintain the stability of the society and the development of the economy. ¡°The reform of china¡¯s economic system after 178 was no doubt one of the most significant events in the 0th century¡± (Harding, 187, p.467) China is in a more exoteric environment now, especially after joined the WTO, the economy of china has become part of the world economy and the contact with international countries has become more frequently. A crisis such as SARS was reviewed only as Chinese before, but now it will probably have a ripple effect in the world. I believe after this outbreak, both the chinese government and the mass media will change the way they look at and judge crisis such as SARS and as a result they will set up a healthy ordered system of information.

Please note that this sample paper on outbreak of SARS is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on outbreak of SARS, we are here to assist you. Your cheap research papers on outbreak of SARS will be written from scratch, so you do not have to worry about its originality.

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Not Just Child's Play: A Study of Barbie's Effect on Self-Image

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Not Just Child's Play A Study of Barbie's Effect on Self-Image

Watch the clock for one minute. During that small interval of time, 150 Barbie dolls were sold. Over a billion dolls have been sold since the product was launched in 156 (Goldstein 1). For a toy which grosses 1. million dollars in sales every year, one can see the enormous impact the Barbie craze has had all over the world (Goldstein 1). Not only has this craze made the doll become a childhood icon, but it has also aided in the diminishing self-image of girls worldwide. The doll may seem like a small, harmless toy just like any other plaything a child would enjoy, but studies have proven otherwise. The Barbie doll is notorious for her 4-18- inch, out of proportion body shape (Weiss 7). She flaunts herself in revealing, skin-tight clothing for all the young girls to mimic. In fact, the Barbie has branded the image of the perfect body into young girls' minds, prematurely causing damage to their self-esteem as they grow-up. The distorted reality of the childhood icon, Barbie, has forced many adolescent girls to grow up with a negative self-image.

Barbie came to life in 156 when the co-founder of Mattel Toys, Ruth Handler, was taking a vacation in Switzerland (Baldwin 1). The Barbie doll was "an alternative to the paper dolls of the day" and was "based on a curvy blond from an adult comic strip" (Baldwin 1). Barbie has had more than eighty careers, including everything from housewife to astronaut (Wood 4). The black Barbie was not introduced until 180, twenty-four years after the original Barbie came out (Wood 4). Barbie's family consists of her sisters named Skipper, Stacie, Kelley and Tutti; a brother named Todd; cousins named Francie and Jazzie; and best friend named Midge (Kehoe 1). She even has an unbelievably stable relationship with her boyfriend. "She and Ken have been romantically involved since 161, but have never married" (Kehoe 1). The family of the Barbie creator has experienced many hardships due to this fantasy doll. After the introduction of the Barbie doll, Ruth's daughter Barbara experienced almost overnight popularity. After being called Barbie for so many years, even she asked her friends and relatives to discontinue the use of that name following the release of the Barbie doll (Wood ). In reality, Barbie and Ken were brother and sister, being named after Ruth's daughter and son, respectively. Ken Handler, Ruth's son, also experienced the pains of fame when visiting his in-laws. When Ken arrived at their Wyoming home, he was greeted by "a long line of pre-pubescent girls on the doorstep" (Wood ). The Barbie craze had begun, and already many girls saw these Barbie characters as real-life idols.

Barbie's measurements have been discussed time and time again. She is 11 and half feet tall, weighs 11 ounces, and in reality would be 5'6" weighing 110 pounds (Kehoe 1). "If Barbie were a real woman, she would have a 4 inch bust, an 18 inch waist, and inch hips. An average woman has a 5 inch bust, a inch waist, and 7 ½ inch hips" (Weiss 7). Knowing this, it is not difficult to see how distorted these proportions are from real life. She is "built to the same proportions as Pamela Lee Anderson" (Garfield 1). Her face, although flawless, was not liked by her own creator, but her body "'was another story,'" with "breasts, a tiny waist and long, tapering legs" (Wood ). Newsweek featured Barbie's newest form where the "icon with the impossibly long legs and gravity-defying bosom" can be the "most glamorous identity of all" (Springen 1). Barbie's hair and face can now even be personalized to look like her owner (Springen 1). Her low level of intelligence has also been a major complaint over the years.

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She is not much of a talker. She recently found herself at the center of controversy when she was programmed to say, "Math class is tough" and "Let's go shopping," among other statements that critics said reinforced an unfortunate stereotype of young women as unintellecutal. (Kehoe )

Barbie has supposedly become smarter over the years following the production of Paleontologist Barbie. This makes her less of a "dumb blond" figure to girls (Goldstein ). It seems strange that a grown adult could believe that this addition could solve the problems that past dolls have caused in girls' self-image over the years. These controversies have led to major overhauls in the design of the Barbie.

Throughout time the Barbie doll has evolved in countless ways. She began as a doll of many faults. When she returned from the production plant in Japan, she had oriental eyes (considered "a real crisis") and nipples. This was not prospected to go over well with the general public, so one of the executives used a nail file to shave the nipples down (Wood ). This was perceived as the company's largest obstacle to overcome. Little did they know of the complaints that would lie down the road, which would force them to make drastic changes to the doll's figure. Over the course of her life she has now included "a funky new look bared midriff, tattoos" and other qualities to add to her already debatable appearance (Baldwin 1). To satisfy the anti-Barbie activists, she has undergone a "full-body makeover" and has been given a "more athletic shape" ("Barb" 1). This is great news to hear, but it is not exactly clear what this healthier and more athletic shape entails. The bad part of this change, though, is the toy company's reasoning behind the makeover. A spokesperson for the company stated that "in 15, the hourglass figure was right. Not anymore" ("Barb" 1). She was supposedly made "more Sandra Bullock then Dolly Parton" when she was reformed into a doll with a smaller bust and a thicker waist (Goldstein ). Meanwhile, Mattel ironically added lines of supermodel and lingerie barbies (Suhay 1). Mattel also took away some of her make-up and have added a larger smile on her face (Goldstein ). Forming her into this Bullock-like body shape is an attempt to make her appear more realistic, yet the new mold for their average girl is still a movie star. The doll cannot be made more realistic when she is still based off of a Hollywood icon.

Self-image is one of the most important factors in a maturing adolescent girl's life; this self-image is characterized through the culture, models in the media and men. All of these characteristics play a small part in the Barbie doll. In our culture, as girls mature, their entire existence revolves around the way they look. "The color of their hair, the shape of their bodies, and the texture of their skin become as important as their minds and hearts (sometimes more important)" (Weiss 7). One woman looks back on her younger years and remembers her diminishing self-image. "I had curly hair; everyone else had straight hair. I played tennis and the cello; the 'popular' girls played basketball and the clarinet" (Barnhill 1). The female ideal is very strict, and a nearly impossible criterion to match. This body standard includes all of the following to reach perfection "thin, tall, white, and blond" with "small noses, long shiny hair, hairless limbs, big breasts, full lips, wide-set eyes, and flawless skin" (Weiss 1). The American culture has set standards of beauty based on these things, but our culture cannot be blamed because it is too abstract. People cannot blame something that is not really there. Culture is not a person or thing.

Naomi Wolf says that 'the beauty backlash against feminism is not a conspiracy, but a million separate individual reflexes…that coalesce into a national mood weighing women down; the backlash is all the more oppressive because the source of the suffocation is so diffuse as to be almost invisible.' (Weiss 15)

This invisible source is the culture we live in today, and this cultural standard can be seen in the general appearance of the Barbie doll.

Models in the media have sent countless girls into fits of depression and eating disorders. Through Hollywood, women have become much more aware of the perfect beauty standard that is predestined for them. This occurred most when "Hollywood films emerged, and the bombshell was born" (Weiss 6). These Hollywood images taught girls that they "will be successful and happy only if they are beautiful" (Weiss 7). The public television stations have recently realized the severity of the issue, and has aired special forums of experts discussing the effect the media has on girls' self-esteem (Goodwin 1). Many actresses have been cut from films "because they're not the right 'type,' regardless of their talent. They get the message that says it doesn't matter who you are as long as you look good" (Weiss 41). The emphasis put on this model appearance, much like that of the Barbie, is in vain. Much money and time is put into those perfect looking models to make them look as good as they do (Weiss 1). Most magazines use the retouching method in their pictures. With this method, "any skin imperfections are erased away. Cellulite vanishes. Dark circles under the eyes are lightened. Designers can even slice inches off model's thighs" using their computers (Weiss 7). These methods and Hollywood's standards make women see a false portrait of beauty and make them "want to look like a cartoon" or even a doll (Weiss 7).

Men view women with the same strict guidelines as Hollywood does when it comes to being beautiful. They are often attracted to the Barbie doll look-alikes. Carla Barnhill remembers boys being the piece that finalized her negative self-image (Barnhill 1). This becomes evident in her testimonial saying, "I didn't get dates, and I wasn't in the top echelons of popularity, all because I didn't look quite right. To me, that seemed to be the only answer" (Barnhill ). Many women face this dilemma in their lives because of a theory called the "male gaze" (Weiss -0). This says that women are constantly looking at themselves as if they are being "surveyed" by a man, instead of really looking at themselves as people (Weiss -0). "This determines not only most relations between men and women but also the relation of women to themselves" (Weiss ). Women do this subconsciously, so they are never aware of the obstacle that they must overcome. All they are really aware of are their faults and lack of beauty. This unattainable standard of beauty leaves women struggling with a negative self-image from attempting to measure up to the perfect model or Barbie-like body.

The direct effect the Barbie dolls have had on the self-image of girls is shown in the unrealistic standards they set, the anti-feminist views they portray, and the extreme cases they have incited. One angry parent scolds Mattel saying, "[…] while I still don't know what you are thinking when you make these decisions, I know what your products are leading our children to think or not to think" (Suhay ). This parent has witnessed the unrealistic standards of beauty that this doll has set for her child. Barbie is seen as "anything but real" because she does not have to partake in daily women's jobs like childcare, housework or cleaning (Hooks ). Unfortunately, many children see Barbie as a childhood idol, leading her to be referred to as a "self-esteem destroyer" (Baldwin ). She has also become a "reviled symbol of all that is vain and venal and superficial in our society" (Garfield ). These accusations may not be too far off, being that the original Barbie was derived from a men's cartoon, encompasses "fantasy proportions," and debuted as the first "toy to have breasts" (Wood ). "The Barbie ideal perpetuates unrealistic notions of beauty and material standards" (Garfield ). Stefanie Iris Weiss, author of The Beauty Myth A Guide for Real Girls, believes that women have been "dealing with our feelings of inadequacy since our first Barbie" (8).

Feminists have also rallied for the improvement or overhaul of the Barbie ideal. They say that these "tacky, shallow, and fluffy" dolls are soon to be "limited editions in the female of the species" and will soon be outgrown (Suhay ). The feminists charge Ruth Handler with designing dolls that "were traced over a male ideal of what a woman should be"(Wood ). But, Mattel complains that she is "an ideal mannequin for all those party dresses-- and an easy target for feminists" (Springen ). They asked to be targeted, though, with bold statements made against changing Barbie's shape. Handler said "the idea of putting a prom dress on the squat, big-bellied dolls that were then available was 'ludicrous'" (Wood ). Another critic states that most girls wouldn't want to play with dolls that are more realistically proportioned, for they wouldn't be as attractive (Springen ). An executive from Mattel, Lisa McKendall states that the Barbie is all "'about fantasy and dreaming. And the fun of seeing ourselves in plastic perfection'" (Springen ).

The Barbie has forced people to extremes with its questionable appearance. The Super Model Barbie is made of "silkstone to give them a more sculpted look" (Suhay ). Apparently, "even Barbie wasn't flawless enough to be a supermodel" (Suhay ). Girls look at their Barbie and see something that is unbelievably perfect, but the toy companies continue to improve the flawless doll. This puts an idea in girls' minds that nothing is ever good enough to be beautiful. Barbie has also fit the mold of a "sex doll" for many people (Wood ). This idea has rooted from her appearance and her role in a short story called "Sick Puppy," where one character is a "Barbie fetishist" (Suhay ). Strangely enough, the Barbie has brought in some real life copycats as well (Kehoe ). Among the most unbelievable cases is Cindy Jackson who travels through Germany and England imitating this childhood dream doll (Kehoe ). She allegedly "spent two years and $100,000 on plastic surgery in order to look like [Barbie]" (Kehoe ). This alone proves the actual effect Barbie dolls have on women of all ages. The Barbie has negative effects in areas other than the United States. Most amazingly, the dolls have been deemed "controversial in Puerto Rico" and have been "banned in Iran" (Wood 4). The government of Iran has changed the whole look of the dolls, naming them Dara and Sara and dressing them "head to toe in the black chador" (Wood 4). Their government is anti-"western style," and Barbie is believed her to be a "corrupting influence" (Wood 4). While these dolls are to bring imagination and beauty to the average girl, they bring along the baggage of self-doubt and controversial biases of beauty that many girls struggle with throughout the years. This is, in no way, an attempt to blame Barbie for every depressed girl and every case of negative self-image, but she has been proven to play a definite role in the diminishing self-esteem of many girls.

As girls play with their favorite toy, they become attached to it and it becomes part of them. The distorted reality of the childhood icon, Barbie, has forced many adolescent girls to grow up with a negative self-image. The Barbie sets the culturally accepted standard of beauty into a child's mind at an early age. Not only are the standards ludicrous, but they also turn once stable girls into emotionally unstable teens. The Barbie portrays the dream body with her unattainable, and quite unhealthy, 4-18- inch measurements (Weiss 7). A girl's self-image comes directly from the objects that she surrounds herself with. This, unfortunately, involves the media, belongings or toys, and men. All of these variables have been proven to diminish the self-esteem of many girls throughout the world.

It would not be a tragedy to change the outward appearance of the Barbie doll if it could make the life of even one girl a little bit easier. The dolls are ridiculously out-of-proportion and need to become standardized to the times. It is unfortunate that the doll that I grew to love as a child has brought in so much controversy. After researching, though, I am convinced that the dolls do play an important role in a maturing of a young girl's self-image. With all of the problems such as depression and anorexia that have become rampant in today's world, it is a wonder that no one noticed this problem sooner. Anything that can help some of these girls who are experiencing that kind of self-hate is well worth the extra time and money. Changing the Barbie to look a little less perfect and a little more real would not just make the entire line of toys a little less vain. It may also show young girls how beautiful they are, no matter how different their appearance is from that of their Barbie doll.

Please note that this sample paper on Not Just Child's Play: A Study of Barbie's Effect on Self-Image is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Not Just Child's Play: A Study of Barbie's Effect on Self-Image, we are here to assist you. Your cheap custom college paper on Not Just Child's Play: A Study of Barbie's Effect on Self-Image will be written from scratch, so you do not have to worry about its originality.

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Porters five forces model

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Proters 5 forces and macintosh

Introduction To perform the Industry Analysis it is better to follow Michael Porters five forces model. This analysis framework was created so that it helps managers in their task to analyze competitive forces to the company. (Hill & Jones 80) This model is only one of the models that can be used for this task but it is one of the more popular models. The five forces that we will have to look at for this model are (1) the risk of new and potential competitors; () the bargaining power of suppliers; () the threat of substitute products; (4) the bargaining power of buyers; and (5) the degree of rivalry among established companies within an industry. (Hill & Jones 80) Barriers to Entry The first force in Porters Five Forces Model is Entry Barriers. These factors are those that make it harder or easier for another company to enter into the industry. High barriers to entry will keep potential competitors out of the industry and low barriers to entry will give an opening for competitors to enter into the industry if the industry returns are high enough. (Hill & Jones 8) The fewer competitors in an industry the more the existing companies can take advantage of higher prices and better returns. One barrier to entry is brand loyalty. Brand loyalty is very important for the sales of IBM. When personal computers first came out you had to choose from IBM or Apple. Both computers were great machines but when IBM became a better-known computer the name was very recognizable. Today your choice in computers is much more extensive. Even though there are many more brands to choose from IBM is still a popular name. If not for its own products it is for their platform it has. IBM compatible is a widely used term when talking about computers. Many people when looking for a new notebook computer will then think about the name first. You may think well if the other computers are compatible then why not just get something that is cheaper? This is an option but the other way of looking at it is the name brand will be a better product. A second barrier to entry is switching costs. When IBM and Apple were the only computer systems to choose from people had to make a choice. When you went to buy one system then you had to buy all the software that went along with that system. Ultimately, IBM became the more popular system and there was more software produced for IBM computers rather than Apple. (Hill & Jones 105) So now when consumers are searching for notebook computer that will help you out in the new work environment you are more likely to stay with the brand that they picked originally or another brand that is compatible to that system. Since IBM became the more popular computer to start with, switching cost became much higher if you wanted to switch to a Macintosh, an Apple operating system. All the software that you owned for the IBM computer would be useless for an Apple computer. That means along with purchasing the new computer itself you would also have to repurchase all the software that you had on the old computer in the new Macintosh format. Also the two computers work slightly different, so you may have to take a class or two to help you understand how to work this new computer that you purchased. Overall that is much more money then it would be just to buy another computer compatible with the same system that you already own. A third barrier to entry is one of imitation and absolute cost advantages. This is were IBM has lost its advantage. IBM has created a computer that is very open for imitation. There are many different computers that are compatible to the IBM format. Each new company that has entered the market has realized that IBM had the more popular system and then tried to copy it. These new companies were producing very similar computers at the same cost but charging less. (Hill & Jones 07) This in turn caused IBM to loose their advantage over new competitors. However when IBM went into the notebook computer industry it became innovative and produced computers that were similar to their normal PC. They offered many features that most companies could not put on their laptop because of lack of room. IBM also is able to make one of the smallest and lightest notebook computers. The ThinkPad 560 comes with a 100-MHz Pentium processor, 8MB of RAM and 810MB hard drive also with an 11.-inch screen. This is all packed into a package that is 1. inches thick and about to 6 pounds, depending on your attachment setup. The best features that many like about this version are there is a full size keyboard and screen. It can be hooked up to other hardware or connected to a PC, network or printer. (www.cnet.com) Most other competitors cannot come and make a notebook computer at that weight with so many of the features that IBM is offering. Bargaining Power of Suppliers The second of Porters competitive forces is the bargaining power of suppliers. Suppliers can become severe threats to any company when the business depends on them for their products, but the supplier does not depend on the company for business. Suppliers are a threat when they are able to force up the price that a company must pay for its inputs or reduce the quality of inputs they supply, therefore depressing the companys profitability. If suppliers are weak, this gives a company the opportunity to force down prices and demand higher input quality (Hill & Jones, 001). IBM has numerous amounts of suppliers for their laptop computers. A major supplier is Intel, the worlds largest manufacturer of microprocessors. The industry standard for computers runs on Intels microprocessor family such as the Pentium series microprocessors. IBM has little choice but to use an Intel microprocessor for their laptops. Intel currently possesses about 85 percent of the market so they have supplier power over IBM. This puts Intel in a very powerful position in this situation. There are very few substitutes for Intels microprocessor, so IBM has little choice but to deal with Intel. Intel has the ability to raise prices to any level that satisfies them. This level would not prevail in a highly competitive market for microprocessors (Hill & Jones, 001). IBM does set some standards for its suppliers however. Once suppliers enter into a contract with IBM, they must follow specific instructions given to them. These instructions include document requirements (eg packaging list, billing invoices, etc.), packaging and labeling requirements, shipping instructions, and even country of origin marking (See Appendix A). IBM also has instructions for exports to IBM corporations in the United States (www.ibm.com). Suppliers to IBM are also instructed to use IBMs global procurement system. With the use of Electronic Data Interchange (EDI), business transactions can easily flow electronically between IBM and suppliers. Through IBMs EDI services, forms exchange has now evolved. Suppliers can receive electronic purchase orders from IBM procurement and automatically generate an invoice from it. This method of sending invoices electronically utilizing web technology will speed up the invoicing process while reducing the use of paper at the same time. The forms exchange service translates web data into standard EDI format and transfers these messages to and from IBM Information Exchange mailbox. Communication can be made more efficiently and accurately between IBM and its suppliers (www.ibm.com). Substitute Products The third force in Porters model is the threat of substitute products. Substitute products can be any products that companies offer to consumers. These substitutes provide needs to the consumer that are similar to the needs served by the industry being analyzed. The existence of close substitutes presents a strong competitive threat to a company. This in turn limits the price that the company can charge for their product and thus profitability is also negatively affected. On the other hand, if a companys products have few close substitutes, then this company has a better opportunity of gaining more profits due to the ability of raising prices. The company does not have to worry about customers switching to other products. Companies that are not threatened by substitutes should indeed take advantage of such a situation (Hill & Jones, 001). In the case of IBMs laptop computers, the threat of substitute products is extremely minimal. Since laptops provide an efficient means for mobile computing, there is no other true mechanism that poses as a substitute except for possibly a palm pilot or even nowadays cell phones. Newer technologies are enabling products such as these to perform certain jobs that laptops do. Examples are containing Internet access features, e-mail capabilities, personal organization, etc. These products can also be easily moved along with the consumer. However, these items do not utilize the capabilities of data processing, or other means that laptops possess. Typewriters, Word Processors, and Personal Computers are the closest substitutes to laptop computers regardless of their portable inabilities. With typewriters, the printing is done through an inked ribbon that is fitted on spools, and travels with the operation of the machine. It then reverses automatically when one spool becomes completely unwound. Electronic typewriters are basically manual typewriters with the typing strokes powered by an electronic motor drive (www.britannica.com). Word processors use application programs for manipulating text-based documents. They are the electronic equivalent of the paper, pen, typewriter, eraser, dictionary and thesaurus. Depending on the program and the equipment in use, word processors can display documents either in text mode using highlighting, underlining, and color to represent italics, or boldfacing and other such formatting. In the graphics mode, fonts can appear on the screen as they will on the printed page. Some word processors can also check spelling, find synonyms, incorporate graphics created with another program, correctly align mathematical formulas, create and print letters, perform calculations, display documents in multiple on-screen windows, and also enable users to record macros that simplify difficult operations (www.msn.encarta.com). One major manufacturer of typewriters and word processors is Brother. The Personal Computer (PC) or desktop, is a machine capable of repetitively and quickly performing calculations and instructions. Its Design is to be used by a single person; a PC is smaller, less expensive and easier to use than other classes of computers, such as supercomputers, mainframe computers, or workstations. However, it usually has less computational power (www.msn.encarta.com). PCs can most likely be found within office environments, schools, and homes. Along with typewriters and word processors, their prices are far less than laptops as well. As stated earlier, these products can be considered substitutes for laptop computers if a consumer is no longer striving for the portable qualities of laptops. The word processor, typewriter, and PC can all perform similar functions of a laptop, but for traveling, they are surely not recommended. Buyer Power The fourth force of Porters model is bargaining power of buyers. There are many different levels of buyers. Two different levels would be the store that you sell your product to and the other level would be the ultimate consumer. When a buyer can demand certain things from the company then that would give them power. This is a threat to the companys profits when they have achieved a great amount of power. IBM has limited the buyers power by reducing the amount of levels of buyers. IBM sells a majority of their notebook computers off their corporate website. The buyers of notebook computers are becoming more empowered because of the use of the Internet. There have been several companies that have entered the notebook computer business by offering custom-built computers over the Internet. These companies offer that they will make a custom computer to the specifics that you need. IBM did not choose to pursue this route. Instead of making their notebook computer custom built to the customer order IBM has chosen to just make a wide variety of computers. IBM has about 10 different notebook computers and one of them has to fit the customers requirements. Therefore this shows that IBM does not have as much influence by the buyer as does many of its competitors. This reduces the cost for IBM because they do not need someone always figuring out the specific needs of a customer and putting a computer together at that point in time that will fit those needs. IBM only has to ship the notebook computer that the customer ordered. Nobody knows the customer better then the customer and he is the one that picks out the computer he wants. Competitors The last of the forces in Porters model is the intensity of competition. If the competition is low then the dominant company will be able to raise prices and earn greater profits. But when the competition is high like it is in the computer market then there is a price war where prices have to be competitive to your competitors or you will have low market share and smaller profits. (Hill & Jones 84) Computers are the worlds most innovative product. Whether youre having your groceries scanned at the local supermarket, reading your e-mail messages through a portable phone, or traveling through E-Z pass toll booths, computers are an every and all day occurrence in everyones life. From the beginning of the computer industry, IBM has led the way and set standards in the computer market today. From computer mainframes to lb. laptops, IBM next to Apple has maintained its supremacy. Aside from Apple, other competitors have emerged into the computer market. Hewlett Packard and Compaq are two primary competitors in IBMs market sector dealing with laptops today. Since the dawn of the computer era IBM has held its position at the top of the computer industry. Being that IBM has maintained its credibility, it has held its position in the computer world with a lot of market power. This was the case up until about ten years ago. That was when its suppliers broadened their distribution lines and created a larger market for computers. This is a time when IBM needed to implement new computer strategies. The early 80s is when it took hold of the laptop industry. Realizing that what its strategy needed was to be very competitive with its competitors, IBM increased its research and development strategies to achieve its superb Laptop technology. (Research Insight) This was a dawn of a new era for portable computers. Apple computer industry was already competing in the market of computers, so along with Compaq and Hewlett-Packard these three companies posed threat and competition to IBM. After going through and analyzing the income statements between these three companies. You can notice a decline in Apple and IBMs revenues over the past ten years. For Apple computer industry its gross profit has declined form . billion dollars in 11 to 1.7 billion in 1 a 4%decline in revenue for Apple and IBM went from 4 billion in 11 to 8 billion in 1 a 4% decline in revenue. (Research Insight) On the other hand due to computer competition since 1 and the introduction of new competitors and lower barriers of entry into the computer market, other companies have stolen market share from Apple and IBM. Hewlett Packard and Compaq, revenues have increased by 107% and 714% respectfully over the past ten years. By research in http//www.computer-village.com.html you can come to find that this has taken place due to competitive advantages in R & D within these opposing companies. Once youve conducted a check into the components of laptop computers, you will notice most laptops use similar products within the computer make up, Microsoft and Intel being the two biggest suppliers of programs and hardware to computer production. Many of the main components that go into laptop computers are alike among competition. As you compare IBM, Compaq, Hewlett Packard, and Apple you will notice a lot of hardware similarities. For instance, all but Apple uses the Pentium III processor (www.insite.com/computer comparison) where Apple uses there own processor called PowerPC G4. (http//www.apple.com) Along with Apple, most Laptops offer different systems to be installed depending on customers needs for the computer. (www.insite.com) For instance, whether the customer wants a laptop for business purposes, advertising and marketing, or video enjoyment they get their pick as to what computer will best suit their need. The first and most important decision youll make when buying a new computer system is whether to choose a Windows Laptop or an Apple Power book. The decision isnt as easy as it used to be. With the introduction of the low-priced, consumer-oriented Power book and an updated version of the operating system, Apple is on the rebound in both power and price. If you are looking for a computer that is easy to set up and easy to use you can find the Power book to give you the least amount of difficulties. You can find through www.insite.com that Apple laptops have superb graphics and imaging along with superb Internet capabilities such as connection time. As for Compaq and Hewlett Packard, and their Laptops, you may have a bit more difficulty of operating. For home and small-business use, a Windows PC, whether it is an IBM, Compaq, or Hewlett Packard, is generally the safest and less expensive than most laptops one can find. Another benefit is Windows software and add-on hardware are more plentiful, generally less expensive, and easier to find than Apple products. Distribution of laptops also plays a role in the amount of sales a company can expect. Hewlett Packard and Compaq laptops are basically available to the general public through diverse distribution channels such as Catalogs, through the Internet, from a computer store, or a computer expo whereas IBM and Apple both conduct sales through their web sites. This alone has been a major impact on the revenue differences. As we have looked into the Laptop industry we have noticed that IBMs competitors have somewhat taken market share away from IBM due to an increase in the compatibility among its products. Whether you want a laptop with mega memory and great graphics or high power and good Business programs, you must make a choice between many offers in your laptop selection. Because of the dramatic increases in the laptop market IBM has seen some declines in sales yet they havent taken as hard of a hit over the past ten years as Apple computers have. Because of IBMs high ratings in the computer production market, their competition has had a battle in itself to make up for losses in sales and production due to the current success level of IBM. (Research Insight) From our research we have found that IBM and Apple, who were once the leaders in the computer industries have taken pretty sharp cutbacks in production and prices to stay in competition with the rest of their competitors. Conclusion Each of these forces in Porters Five Forces model are all connected in some way. The stronger each force is the more the industry in which the company is in is competitive. When an industry is more competitive this leads to lower prices due to price wars and ultimately lower rate of return. One of the limitations to this way of looking at industry analysis is that the Five Forces model looks at an industry as a whole instead of each individual companyPlease note that this sample paper on porters five forces model is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on porters five forces model, we are here to assist you. Your persuasive essay on porters five forces model will be written from scratch, so you do not have to worry about its originality.

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Green Saint or Eco-sinner. a crical analysis of ecotourism

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GREEN SAINT OR ECO-SINNER? A CRITCAL ANALYSIS OF ECOTOURISM.

There exists a global struggle. Growing numbers of citizens organisations and movements in both the South and the North are fighting against the current system of globalisation, a system which they claim serves to strengthen the power of big corporations whilst obstructing efforts to create a socially just and ecologically sustainable world. The corporate tourism industry, along with television is one of the most potent agents of this globalisation and has been labelled "one of the most powerful driving forces towards progressive liberalization of the global economy that creates far more winners than losers." Clear evidence exists that tourism is considerably contributing to the deepening crisis of poverty and debt, environmental degradation as well as human rights abuses. However, according to its commercial practitioners, ecotourism is the antidote to the aforementioned ills that mass tourism creates. Ecotour operators work with local people to conserve fragile ecosystems, support endangered species and habitats, preserve indigenous cultures and develop sustainable local economies. It is the purpose of this study to critically analyse this ecotourism, asking questions like, for example; whether it can successfully be used as a tool for conservation and sustainable development? In addition, what are the effects on these targeted areas and moreover, whose interests does ecotourism actually serve? Is just another 'greenwash' by big business in an unfair international system? It is important to note that these issues are interlinked and tend to overlap.

The first point at which ecotourism can be criticised arrives when simply trying to define it. In its simplest form, ecotourism is nature travel. In its more advanced form, ecotourism encompasses all aspects of life wildlife, plants, biodiversity, sustainable economies, conservation, heritage etc… So at it's purest, ecotourism is a kinder, more gentle form of environmentalism that recognises humans as part of the ecosystem. This is a critical difference; it affects how tour operators, conservationalists and tourists interact with the host destination and also illustrates the problem that throughout the industry there remains no agreed upon definition, nor international standards that tourists and operators must follow. This, as will be highlighted later, leaves much room for greenwash, spin and exploitation for the sake of profit. In theory, ecotourism could be defined as "an enlightening nature travel experience that contributes to conservation of the ecosystem, whilst respecting the integrity of host communities." However, in practice, a more truthful definition could describe ecotourism as "an economic process where rare and beautiful ecosystems are marketed internationally to attract tourists."

Fundamentally then, we can see that two views prevail. One sees that public interest in the environment can be used to market a product, whilst the other suggests that this same interest may be used to conserve the resources upon which this product is based. In order for an ecotour to be a success it needs an effective integration of both views, so that both the industry and the resource can be sustained over the long term. This is a key issue in analysing ecotourism. The question must be posed, 'can ecotourism be successfully used as a tool for sustainable development?'

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Sustainable development according to the Brundtland commission report is "development which meets the needs of the present without compromising the ability of future generations to meet there own needs." According to Pamela Wight ecotourism can be sustainable as long as it accepts some key principles

• It should not degrade the resource and should be developed in an environmentally sound manner.

• It should involve education among all parties local communities, government, NGOs, industry and tourists (before, during and after the trip)

• It promote understanding and should involve partnerships between many players (including those stated above)

• It should provide long term benefits to the resource, to the local community, and to the industry. (scientific, cultural, social and economic)

So, are there any examples of such criteria being met? Erlet Cater and Gwen Lowman provide instances of such success, as in Zimbabwe the Nyaminyami wildlife park generated a 450 per cent increase in revenue earned from the introduction of sustainable wildlife activities. $500 000 was distributed to local villages with nearly all funds being invested in community projects which included the provision of a reliable water supply and the establishment of grinding mills. It is true that the major role players in tourism all have a stake in sustainable tourism and that their future interests are dependent on sound environmental practice. However, the same two authors also offer the analysis that "given the multitude of interests involved, a completely sustainable outcome is more likely to remain more of an ideal than a reality." There are hardly ever any 'win-win' scenarios where positive links between the environment and development equate to conservation and income growth. (See Appendix i )

Conversely, the champions of ecotourism claim such successes to be frequent. 00 was designated the International Year of Ecotourism (IYE) by the UN and was aggressively marketed as a celebration of ecotourism's role in facilitating sustainable development. Yet many critics saw this celebratory tone as inappropriate due to the growing evidence of failed projects and disturbed communities and ecosystems. Even the World Bank, which has been promoting ecotourism development for about a decade, has published studies that suggest few if any ecotourism projects have actually generated substantial income for the parks they are intended to protect, much less the people living near them. In addition, tourism marketing men claim that ecotourism leads to a greater distribution of wealth and an increase in living standards when there is local community involvement. However, Mexican economist David Barkin counters this by stating, that even when not run by outsiders, the economic benefits of ecotourism can be limited. He argues that local elites are usually in the best economic and political position to benefit by development and moreover, he suggests that these projects do not support the broader regeneration of community based economies and self sufficiency, which are key factors for local sustainability. This directly goes against the criteria offered above by Pamela Wight. Worryingly, Barkin points to the fact that if local needs are not met or continue to be defined elsewhere, ecotourism projects can undermine local economic security, social relations and ecosystems. The reality of this has become apparent, as destination communities have suffered due to the drop in bookings post September 11th.

Despite this, promoters of the IYE such as the World Tourism Organisation (WTO) still assert that ecotourism can help eradicate poverty in the global south. However, as Anita Pleumarom of the Tourism Investigation and Monitoring Team suggests, the global south provides an experimental laboratory and self-serving target of investment for the development, NGO, and corporate interests driving the aid agenda. She argues that communities are deliberately not given enough information enabling it difficult for them to make informed decisions and commitments. The IYE did promise the distribution of 'Ecotourism Information Kits', but as Deborah McLaren of the Rethinking Tourism Project states, such kits "promote a reductionistic approach…and they also promote the homogenisation of tourism experiences, as opposed to encouraging communities to engage actively with tourists on their own terms and in ways that bring tourists and locals to new understandings." So again, Pamela Wight' s check list would concur that sustainability is not being promoted, this time due to a lack of education and understanding between parties.

Amongst the negatives however, there do exist some positives. Robert G.Healy argues that through tourist merchandise, opportunities are offered to even the poorest participant in the local economy as they don't need immense capital to produce. Furthermore, rural societies have been successfully selling traditional products, modified products and entirely new ones altogether. Through this process, local craft traditions have been revitalised and in some areas new ones have been created reinforcing local identities. Healy states that tourist merchandise "offers the possibility of using local materials sustainably and even provides a new market for the output of local agriculture and forestry enterprises, specifically targeted towards resource protection." The potential then again exists for a 'win-win' scenario, but in reality other factors can complicate the situation making it a 'lose-win' with the environment suffering. This can happen due to a depletion of natural resources as inputs for such merchandise and furthermore, social tensions can be created when some members of the community benefit more than others from sales.(See Appendix i )

So in terms of sustainable development it is clear that there is clear potential for ecotourism to play a beneficial role, yet in the long term it seems as though all it is achieving is at a detrimental cost. The same can be said to be true for ecotourism's role in the conservation and the protection of the areas, environments and the indigenous peoples it targets. The uneven ecotourism development which takes place can be reflected directly in ecological degradation. Take for example the Monarch Butterfly Reserve in Michoacan, Mexico. Here, impoverished peasants continue to violate the reserve's ban on logging. This happens even though these peasants are aware of the importance of forest conservation. Why? It is because ecotourism development has failed to offer any meaningful economic opportunities or self sufficiency for the majority of people living there. Furthermore, when these lands are targeted for tourism, conditions can quickly undermine indigenous peoples' land claims and control over what and who comes out of these landscapes.

It would be false to suggest that the money generated by ecotourism projects has not been welcomed by indigenous communities, but on the whole, projects have tended to backfire, causing divisions or not generating the incomes they expected. What's more, ecotourism brings with it pressures to convert nature into exploitable resources, for example through the conversion of sacred sites into tourists attractions. This is a problem facing the Maasai in the Lolita Hills in Kenya who are being pressured to give up a sacred forest of biodiversity (Naimina-Enkiyio) in which they practice worship. In some cases, where this pressure has been combated there has been complaints of subterfuge. Commercially motivated bioprospectors have pretended to be ecotourists in order to sidestep local regulations and laws. As well as flora, wildlife is another factor that can be adversely affected by the incoming tourists. Ronda Green, an ecotour operator herself points to the obvious dangers of hand feeding and spotlighting and also suggests that through the arrival of humans, many species that we are unable to detect (such as Numbats) are forced to change their habitual regimes causing a disturbance to the ecosystem. She states, "We make promises for accreditation that we will not do activities that will unduly disturb wildlife, but these do not always translate easily into actual distances for each species, or indications that an animal is being affected."

Perhaps most often overlooked is the inescapable fact that an Eco-tourist is no different than any other tourist in that they consume non-renewable resources to arrive at their destinations. It could even be argued they do more damage, since the areas they visit are often the most remote and pristine. However, the link between jetting across the world, the contribution of jet travel to greenhouse gas concentrations, and the ecotourist experience are rarely made. As Susan Becken reports, the Ecotourism Summit (one of the main events in the IYE) was described by the World Tourism Organisation (WTO) as a huge success, involving delegates from 1 different countries. She then argues that the energy demand of the delegates' long distance travel to Quebec was obviously not taken into account. Therefore, this Summit was another example of good intentions resulting in negative environmental impacts. Becken remarkably highlights that the energy use of almost 0 terajoules (TJ) for air travel to the Summit could sustain 05 Nepali citizens, 4 World citizens or 0 Canadians! (See Appendix ii) Ecotourism has in fact been dubbed 'Egotourism' by Ian Munt, who asserts that ecotourism is as much about confirming one's class identity, educational sophistication, disposable income and cultural capital as it is about visiting nature in far away places.

This ties in nicely to the next way in which ecotourism can be critically analysed by asking the question 'Whose interests does it really serve?' There is a growing belief by critics that large nature conservation and ecotourism groups have colluded to lobby for the UN endorsement of ecotourism and now want to exploit it for self serving purposes. Benefits open to them could include; free promotion for their products and technical consulting services, or getting funding for their own projects. Anita Pleumarom again provides a useful insight when she states that for grass roots groups it is alarming that the organisations which are mandated to represent the concerns of the NGOs and Communities in the South targeted for development, such as TIES (The International Ecotourism Society), are in fact based in the North. A statement presented at the Convention of Biological Diversity in Nairobi, May 000, displays evidence of such anxiety, "large conservation and development organisations do not respect local people's rights.. several activities undertaken by the Ecotourism society do not respect the interests of indigenous peoples…and often threaten cultural and biological diversity"

More importantly, there is the question of whether these targeted peoples can actually say no to ecotourism. Debt-ridden Southern governments face huge pressures to generate foreign exchange for debt repayment purposes. Couple this with the already mentioned fact that national elites stand to gain economically from tourism development and it is clear that these governments are not in the best position to reject such projects, despite their obvious pit-falls. The 'option' to choose is rare as the pattern and organisation of international tourism often results in a loss of sovereignty of these destination countries in terms of decision making. This situation is made worse by the fact that there is enthusiastic support and promotion of ecotourism by international lending agencies such as the World Bank. Moreover, despite government efforts to develop creditable policies to deal with tourism, their efforts are often undermined by external forces beyond their control. For example, a recent UNCTAD study showed that the outflow of foreign exchange generated by tourism can reach levels as high as 75 per cent.

Perhaps the best indicator to show who really stands to benefit from ecotourism promotion is probably the fact that one of the IYE's principal organisers was in fact the WTO - the world's major proponent of the liberalisation of tourism services. This would certainly have favoured multinational tourism corporations such as airlines and hotels with a financial stake in the reduction or elimination of trade barriers. Small scale ecotourism operators are concerned that the WTO's free trade stance can not only undermine governments, but also small operators who are not equipped to compete against such large multinationals. Such large tour operators offer ecotourism in name only and continue to fail in the improving the sustainable economy sector. This is where the industry is particularly deceptive because "it is almost completely controlled by large foreign companies based in rich tourist-generating countries, so a large proportion of tourist dollars either never reaches the developing host economies or inevitably flows out in the form of repatriated profits or other payments."

To conclude, Ecotourism is another 'tragedy of the commons.' Its good intentions are only simply achievable in theory, especially when it examining its usage as a tool for sustainable development. There do, however, remain some examples of positive impacts of ecotourism, but these are small victories in a war which is ultimately being lost. From Indigenous communities to governments and from flora to wildlife, ecotourism has created more problems than solutions and despite the attempts of grass roots organisations to achieve greater and more effective monitoring of tourist activities it is clear that there is no place for a fairer and more sustainable tourism in a world under corporate rule. It could further be argued that any viable alternatives will never be able to thrive as long as there exists a globalized economy controlled by a minority who dictates its rules to local societies. Some say the premise offered of unspoilt nature and cultures where few people have gone before is simply a calculated move to entice those with higher incomes to cleanse their souls. There are ggod reasons though, why few people have gone to these places before; they are fragile, inhospitable places that do not easily support human life. These ecosystems are being ruined by what David Nicholson-Lord calls the shock troops of Western-style capitalism, tourists, who are distributing social and psychological viruses just as effectively as earlier colonists spread Smallpox and TB. Ecotourism is indeed an eco-sinner "destroying the very world it wishes us to see…whilst desperately trying to appear ecologically responsible."

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BIBLIOGRAPHY

Becken,S (00) 'The Energy Costs of the Ecotourism Summit in Quebec' Journal Of Sustainable Tourism Vol.10 No#5 00

Cater,E & Lowman,G (14) 'Ecotourism A Sustainable Option?' Wiley

Endicott,M.L (17) 'Towards Definition' 1th Nov www.green-travel.com/gtdef.htm

Barkin,D (16) 'Ecotourism A Tool for Sustainable Development' www.planeta.com

Green,R (00) 'The tour operator's dilemma Keeping the customer happy while not disturbing the wildlife' www.planeta.com

Healy,R.G (14) 'Tourist Merchandise as a means of regenerating local benefits from Ecotourism'

Journal of Sustainable Tourism, Vol.1 No# 14

Kamauro,D (16) 'Ecotourism Suicide or Development?' Voices From Africa #6 Sustainable Development.

McLaren,D (001) Letter to Oliver Hillel, www.twnside.org.sg/title/iye4.htm

Munt, I (14) 'Ecotourism or Egotourism' Race and Class Vol.6 No#1

Nichloson-Lord,D (00) 'World The Blight Of Ecotourism' June 1th www.corpwatch.org/news/PND.jsp?articleid=77

Pleumarom,A (001) 'Do we need the international year of ecotourism?' www.twnside.org.sg/title/iye1.htm,

Pleumarom,A (001) ' Campaign On Corporate Power in Tourism (COCPIT)' www.twnside.org.sg/title/eco1.htm p1

Steel,P (1) 'The economics of eco-tourism' In focus

Third World Network (001) 'NGO Statement to Government Delegates at the UN' www.twnside.orgsg/title/eco4.htm

Wickers,D (1) 'Whither Green?' Sunday Times, January 5th

Wight,P (1) 'Ecotourism Ethics or Eco-Sell?' Journal of Travel Research, Vol No# Winter '.

Appendix

( i )

Cater,E & Lowman,G (14) 'Ecotourism A Sustainable Option?' Wiley

Appendix

( ii )

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