The Business Ethics In Advertising Outline Media Essay

The Business Ethics In Advertising Outline Media Essay The importance of advertising has been on a steady rise in the past few decades with a strong social impact in modern world. Advertising through social media forums is a pervasive, strong force that defines the attitudes and behaviors of a majority of the population who are impacted by it (Berger, 2007: 178). In the 21st century, advertising has a profound impact in the way people view life, the entire world and even how they perceive themselves. Usually, advertising is twofold because it impacts people in both positive and negative ways. This creates ethical dilemmas which will be later discussed in this study. This study will analyze business ethics in advertising as the study of organizations situations, decisions and advertising activities in matters relating to what is right or wrong. The definition of what is right or wrong primarily relates to what is morally right or wrong as opposed to what the organization may deem commercially, strategically or financially right or wrong. In addition, this study will not only be exclusive to commercial enterprises but also governmental agencies, pressure groups, non governmental organizations, non profit organizations, charities and other institutions. Benefits of Advertising Economic Advertising can be potentially useful in any society that abides by moral principles and caters to the authenticity of humanity (Fernando, 2009: 335). Modern market economies are practically difficult to operate without advertising; which in developed economies is more developed as compared to developing economies (Fernando, 2009). Currently advertising is perceived as the most cost efficient way of utilizing an organizations resources while at the same time responding to the socio-economic needs of the society, provided they conform to moral standard set upon the goodwill of human development and moral good (Hackley, 2010b). In this context, advertising is an effective tool in fostering moral, healthy competition within organizations and at the same time, help in contributing to human development (Hackley, 2010b). Hackley (2010a) looks at this aspect in the context of the fulfillment and growth of the consumers ability to be effectively productive and at the same time, on the increasingly large relationship network existing between people or different social groups. In this regard, he is in support of advertisement as a wholesome and efficient tool in helping consumers and the general public. Advertising is able to accomplish this goal through information by making consumers and the general public aware of existing goods and services and any new product improvements (Hackley, 2010a: 244). This then aids consumers in making informed and prudent decisions that will eventually add up to the realization of efficiency and reduced costs. In the same regard, economic progress is likely stimulated in this manner through the increase of business and general trade (Hackley, 2010b: 225). Advertisements therefore have the potential of covering the costs of publication, programming and production of any type of organization; including provision of entertainment, availability of information and the inspiration of people around the globe (Jeurissen, 2007: 150). Cultural Advertisements have a strong impact on social media because of its strong ability to generate revenue (Jeurissen, 2007). In the same regard, advertising has the potential to instill media discipline in social media and create a positive impact on crucial decisions regarding the content of media (Malachowski, 2001). Advertising is able to achieve this through the support of materials that have a high intellectual, aesthetic and moral content which is focused on the consideration of public interests. This is especially true when adverts are tailored towards possible media presentation and with consideration to the need of the minorities which may otherwise go unnoticed (Malachowski, 2001). Advertising can also aid in the general betterment of the society by inspiring and uplifting both consumers and the general population through the inducement of behaviors that benefit advertising companies and other stakeholders (Malachowski, 2001). Simply, by witty advertisement campaigns, advertising has the potential to be tasteful and entertaining at the same time. Advertisement campaigns also contain some elements or creative artistry through the uniqueness of their vivacity (Marlin, 2002: 175). Moral Social institutions like churches and other benevolent organizations incorporate advertising in passing messages to their members (Marlin, 2002). Advertising can be used to communicate messages of tolerance, compassion or encouragement of neighbourly elements of humanity. Most nonprofit and nongovernmental organizations have been clear examples of positive moral advertising because they have undertaken advertisement campaigns which are tailored towards sensitizing charity for the needy; with a focus on health and education needs. Most of the adverts have the ability to educate the general public through constructive and helpful contents that motivate people in a number of ways, beneficial towards the common cause of humanity (Marlin, 2002: 175). Though much still needs to be done, many such initiatives of this nature are already in progress. In direct reference to advertising, the Catholic Church established that institutions and organizations should follow with careful understanding the development of modern techniques in order to take advantage of existing opportunities to spread messages of goodwill in ways that seek to answer questions that plague the needs of the contemporary person (Wilkins, 2005: 115). Introduction Abuse of Advertising Intrinsically, there is no beneficial or damaging element to advertising (Wilkins, 2005). Advertising is nothing more than a tool or simply an instrument which can either be used beneficially or destructively (Phillips, 1997). If goods or services of a harmful nature are touted to the general public; this is a clear abuse of advertising (Phillips, 1997). In the same way, if goods or services are not clearly asserted in the advertisement campaigns; it is a clear violation of advertising. Advertising companies responsible for such misdemeanors usually forfeit their credibility or their good brand names in light of these developments (Phillips, 1997). Moreover, unremitting pressures from advertising companies can drive up the need to purchase goods or services which one doesnt necessarily need. This can be openly illustrated in the rampant purchase of luxury goods or services by most households at the expense of basic goods and services for the families. Some advertisement campaigns have been noted to explore sexual instincts from commercial reasons or to tap into the subconscious mind of an individual, thereby compromising his/her independence in making a conscious decision (Vatican online Ethics in advertising 1997). Economic Effects Some companies can abuse the important role of advertising in the provision of information by withholding crucial information which could be material in the decision making of a consumer (Reichert, 2003). As a deviation from the informative function of advertising, advertisers have now adopted the tendency to persuade or motivate customers to adopt certain spending habits (Marlin, 2002). This is the major platform to which advertising is deemed unethical. The use of brand advertising is also not easy because it may create many legal problems for companies. This is clearly evident in Tobacco companies, Alcohol pops companies trying to motivate more users to get addicted to there products. To curb this problem, governmental authorities should be vigilant in persecuting offenders who disregard copyrights or other intellectual properties attributed to specific companies. It is an eminent fact that many brands are closely interlinked and often look similar. Advertising can therefore motivate people to make irrational decisions in the purchase of goods and services based on these misconceptions as opposed to brand or price differentiations (which are the rational ways of going about it). Consumers should beware of such malpractices in advertising through sensitization by government and the media. In this manner, if such acts are noted, such companies and advertising agencies engaged such activities are likely to face public rejection. A large number of companies use sporting event to advertise there products even though this is deemed unethical sporting organization agree to sponsorship deals as the money being offered is in such large amounts. Culture Corruption of culture or general cultural effects can be partially attributed to advertising. More specifically, such damages are observed in developing countries because developed countries have been on a war path against traditional or indigenous cultural practices (Reichert, 2003: 105). This is some sort of domination over the target population and a manipulation of the cultural heritage of various population groups. This happens because of the high capability of adverts to impact on the revenues of social media companies. Communicators then find themselves in these ethical dilemmas because there is a rush to attract large audiences and deliver them to advertising agencies. In this regard, communicators are also observed to ignore the social and educational needs of the specific segments of the general public such as different age groups who dont conform to the demographic patterns of the advertisers. The establishment of a written code of ethics would go a long way in ensuring communicators are not faced with such dilemmas. However, Reichert (2003) is of the opinion that these codes should be formulated by every stakeholder because their effectiveness depends on the ability of every stakeholder to abide by them. Advertisers have also contributed to the development of certain social stereotypes which pit others as more superior or inferior to others. The blatant abuse of women in or by advertising campaigns is a clear deplorable abuse on gender affiliation (Reichert, 2003). Advertising campaigns have been known to portray women as objects for satisfaction of the desire for pleasure or power (Reichert, 2003). Not much can be done by either government or other stakeholders in controlling such perceptions in the society, though governments can moderately regulate such advertisements; but advertisers should be majorly sensitized from perpetrating such social segregations in society. In addition, consumer sensitization through social forums like churches would also help the general population understand that such ideologies depicted in adverts are not necessarily the ideal situation. Moral Though advertising can conform to moral principles and is sometimes inspiring, it can be vulgar and immoral (Crane Matten, 2007). Often, the appeal to such motives stems from attributes such as envy, lust or status symbol (Vatican online Ethics in advertising 1997). Advertisers still use pornographic materials and other inappropriate materials to date (Reichert, 2003). The media has also helped in facilitating this cause by making such advertising campaigns accessible to the general population, including children. Such activities were majorly observed to be common in developed countries but the same trend has been observed to pick in developing countries. The best approach to cover such kind of unethical practices would be the regulation of media content by governments. Conclusion Guarantors of ethical, moral behavior are the conscious advertising professionals who are not only focused on their duty to please those who commission or bankroll their work but also uphold the rights and interests of the general population in fulfillment of a common human good. Many people who have been engaged in advertising normally have a high ethical conscious but the nature of the competitive work and companies who bankroll them often exert irresistible pressure on them, compromising on their ethical standards. Advertising companies have also been noted to pursue commercial objectives at the expense of ethical practices without any regard to societal values or the impact of their advertising campaigns on the general population. This therefore necessitates a number of measures that need to be religiously followed and implemented to ensure such unethical practices are prevented. Some of the measures to cover this menace rest in the advertising agencies while some rests on the go vernment, media and society in general. A lot needs to be done to ensure ethical practices are observed in advertising. One such structure to ensure this is achieved is through the establishment of ethical codes. The effectiveness of this approach however depends on the willingness to abide by such codes. Public authorities also have a major role to play in regulating social media, such that they dont air materials that are unethical or morally incorrect. Their involvement should however be moderate. The public should also be sensitized against the negative effects of advertising to reduce the negative impact of advertising on the population. Nonetheless, observance of ethical advertising needs to be observed by advertising agencies themselves.

The Most Dangerous Game :: Essays Papers

The Most Dangerous Game The short story The Most Dangerous Game by Richard Connell is about the hunter and the hunted but later in the story it becomes ironic because it turns into a game were the hunter becomes the hunted. It turns into a chase of competition and of survival. Two sailors Rainsford and his partner Whitney sailed in to the darkness of the of sea. Their purpose was to hunt, they called it the " greatest sport". They were hunters and headed to the Amazon to hunt vicious animals such as Jaguars, and tigers. They sailed to an island called "Ship-Trap Island". Sailors feared this island and had curious dread of such a scarry place. The sky was filled with darkness when suddently he heard Three gun shots that were fired, and heard them again and again. Then he heard a scream while smoking a pipe when suddently the pipe fell and as he tried to reach for it he whent down into the sea were the waves swallowed his screams. Nobody could have heard him as the ocean swallowed his screams and the only cha nce of survival was to swim. Rainsford swam towards the screams and ended up in the Island. He walked on the shoreline and later found a place that looked like a mansion. There he met General Zaroff who bought the island to hunt. He was indeed a sporstman who invented a new sensation of the hunting game. His game was to train those men who's ships were wrecked and ended up in that island, and then provide them with food and a knife for three days. Once they were trained they were led out into the island as a head start while Zaroff chase after them and tried to hunt them down. If They survived during those three days they had won the game and they were let free but in the other case if they were found they were killed. Zaroff never lost the game so if one of the men being hunted was about to survive he would release the hounds to chased after them. Rainsford rested and the next morning had a dispute with Zaroff and told him that this hunting style was to brutal. In this argument Zaroff got mad and at this point in the story Raisford became the hunted. He was let loose into the island were he was to prepare himself for the

Misperception and Deception in William Shakespeares Twelfth Night Ess

Misperception and Deception in Twelfth Night  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚        Ã‚  Ã‚     Ã‚  Ã‚  Twelfth Night is likely one of Shakespeare’s most entertaining and complete comedy. This romance explores a generous wealth of themes and issues. The most recurrent theme is the relationship between misperception and deception. As a result of their environment and immediate circumstances, men are forced into misperceptions. Paradoxically, they are completely trapped by these illusions. Between the bad fortune they encounter and the bad fortune they themselves generate, they become caught between a rock and a hard place; they are victims of deceit as well as their own folly. The relationship between misperception and deception has numerous effects: it gives way to ironic humor; it is used to explore characters and relationships; it develops a strong connection between the main plot (with Viola, Orsino, Olivia, and the others) and the sub-plot (involving Sir Andrew, Sir Toby, Malvolio, and Maria). The following piece from Twelfth Night proves how Shakespeare successfully communicates these elements. The scene involving Viola and Olivia outlines this; the essence of the play. ('I prithee, tell me what thoust think'st of me.') 'That you do not think you are not what you are.' 'If I think so, I think the same of you.' 'Then think you right: I am not what I am.' Through the course of the play much confusion occurs because of misperception and deception as the following brief outline of the plot shows. Towards the end of the play, Viola is blamed for a number of things. She is charged ... ...ne own self be true.' Works Cited and Consulted: Bloom, Harold, ed. William Shakespeare's Twelfth Night. New York: Chelsea House Publishers, 1987. Grief, Karen. "Plays and Playing in Twelfth Night". Bloom (47-60). Nevo, Ruth. Comic Transformations in Shakespeare. London: Methuen & Co., 1980. Osborne, Laurie E. The Trick of Singularity: Twelfth Night and the Performance Editions. Iowa City: U of Iowa P, 1996. Shakespeare, William. The Arden Edition of the Works of William Shakespeare: Twelfth Night. Ed. J. M. Lothian and T.W. Craik. UK: Methuen & Co., 1975. Thatcher, David. Begging to Differ: Modes of Discrepancy in Shakespeare. New York: Peter Lang, 1999. Vickers, Brian. Appropriating Shakespeare: Contemporary Critical Quarrels. New Haven: Yale U P, 1993 Misperception and Deception in William Shakespeare's Twelfth Night Ess Misperception and Deception in Twelfth Night  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚        Ã‚  Ã‚     Ã‚  Ã‚  Twelfth Night is likely one of Shakespeare’s most entertaining and complete comedy. This romance explores a generous wealth of themes and issues. The most recurrent theme is the relationship between misperception and deception. As a result of their environment and immediate circumstances, men are forced into misperceptions. Paradoxically, they are completely trapped by these illusions. Between the bad fortune they encounter and the bad fortune they themselves generate, they become caught between a rock and a hard place; they are victims of deceit as well as their own folly. The relationship between misperception and deception has numerous effects: it gives way to ironic humor; it is used to explore characters and relationships; it develops a strong connection between the main plot (with Viola, Orsino, Olivia, and the others) and the sub-plot (involving Sir Andrew, Sir Toby, Malvolio, and Maria). The following piece from Twelfth Night proves how Shakespeare successfully communicates these elements. The scene involving Viola and Olivia outlines this; the essence of the play. ('I prithee, tell me what thoust think'st of me.') 'That you do not think you are not what you are.' 'If I think so, I think the same of you.' 'Then think you right: I am not what I am.' Through the course of the play much confusion occurs because of misperception and deception as the following brief outline of the plot shows. Towards the end of the play, Viola is blamed for a number of things. She is charged ... ...ne own self be true.' Works Cited and Consulted: Bloom, Harold, ed. William Shakespeare's Twelfth Night. New York: Chelsea House Publishers, 1987. Grief, Karen. "Plays and Playing in Twelfth Night". Bloom (47-60). Nevo, Ruth. Comic Transformations in Shakespeare. London: Methuen & Co., 1980. Osborne, Laurie E. The Trick of Singularity: Twelfth Night and the Performance Editions. Iowa City: U of Iowa P, 1996. Shakespeare, William. The Arden Edition of the Works of William Shakespeare: Twelfth Night. Ed. J. M. Lothian and T.W. Craik. UK: Methuen & Co., 1975. Thatcher, David. Begging to Differ: Modes of Discrepancy in Shakespeare. New York: Peter Lang, 1999. Vickers, Brian. Appropriating Shakespeare: Contemporary Critical Quarrels. New Haven: Yale U P, 1993

A Good Man is Hard to Find :: A Good Man is Hard to Find

I think that Flannery O’Connor’s short story â€Å"A Good Man is Hard to Find† is written partially in order to â€Å"convert† people who have not yet fully accepted the Christian faith. O’Conner, herself being a strong believer in Christianity, probably thought that writing this story will help make people who aren’t really living by the Christian rules to seriously consider doing so. Flannery O'Connor was deeply concerned with the values and the direction of the youth at the time. She believed that Christ was no longer enough of a priority to the people of her generation. "A Good Man is Hard to Find" is representative of Flannery O'Connor's concern for the priorities and values of the 1940s.   An example of this, in "A Good Man is Hard to Find," involves the grandmother's strong, southern heritage. She dresses with the intention that anyone who finds her dead on the road will know she was a lady, and she is always telling stories of southern gentlemen courting her. Then, the Misfit, whom she "knows" is of quality, southern blood, shoots her and her family, despite her belief in southern hospitality. Grandma is a woman who believes in God, but it seems that her belief isn’t really strong up until her confrontation with the Misfit.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   From what I understand, most of her works follow a similar pattern. The main character(s) are in some kind of trouble and at the end they see â€Å"the light† of God’s ways and have their redemption. Christians have often criticized her works for being immoral but in actuality she uses these extreme situations and portrayals to express the power of God in a positive light. The immoral character of the Misfit is very skillfully portrayed, as is the ‘enlightened’ character of Grandma. Most of the characters in â€Å"A Good Man is Hard to Find† and, probably her other works, go through some kind of methamorphosis, a change in their views of the world and in their perceptions about life and death. Such character in this particular story is Grandma and, in my opinion, the Misfit. I think that the Misfit is constantly experiencing a deep inner struggle and this is revealed in his conversation with Grandma. Of co urse, O’Conner’s skillful portrayal of his helps the reader to detect some obscure details of the Misfits behavior, which are key elements in determining the Misfit’s state of mind.

Trouble with Television

The trouble with television My viewpoints on the book written by Marie Winn â€Å"The Trouble with Television† which talks about how television has a negative effects on children and family. I’ve read the book and I agreed with everything author Marie Winn wrote, so I have decided to argue for her on the major points of the book.My first argument for the book will be about the family, it talks about how â€Å"TV Keeps Families From Doing Other Things†, which it explains how a child that spends too much time watching TVs will miss out on a very important part of their learning development, because in the home its where much of the child learns an if the child is watching TV and not learning and bonding with their family, the television will turn off the process that transforms children into people.My second argument will be about TVs is a hidden competitor for all other activities   this topic is about how TVs takes most of your time so you don't have time to do anything else ,TVs is competing with every activities an TVs is the one of the reason why some activities people never get to doThe book also says â€Å"That TVs takes the place of physical fitness and play†, I totally agree with that statement because too many kids are just watching TV, not doing any physical activities at all, studies are showing that people are watching more TVs an getting more obese due to a lack of physical activities, to me after finding that out too much TVs has such a negative effect on physical health, I’ve decide to cut down on the number of hours I spend watching TVs.TV has such a negative effect on school achievement ,that was one of the main points in The Trouble with Television book ,it explains how excessive TVs watching directly negatively affects the brain ,in other words   turns the brain into mush due to more watching TVs and less studying. In my opinion I agree with everything author Marie Winn wrote in The Trouble with Televisio n book.I agree that too TVs is a big problem . I once use to watch TVs so much and never studied I was failing in school, and when I finally turned off the TVs and picked up a book, my grades an my life became so much better, when you turn off the TVs you come back to reality an so some world that wastes your time

Review of Willa Cather’s My Antonia

My Antonia shows us that it takes time to really uncover everyones true person, and that a book’s cover rarely does the writing any justice. I also found that the Lone Plough represents a mistake that many of us often find ourselves making. But for myself, the biggest learning curve from this book would be that life can at times pass by slowly and seem boring and mundane, but before one knows it life changes, and one is left wondering, how the heck did I get here?Jim Burden’s life changes drastically at the age of 10, when he is forced to travel cross-country by train to live on the Nebraska frontier with his grandparents after the death of his parents. Jim was accompanied by his father’s former farmhand Jake. On that same train headed to Nebraska, there is a Bohemian family headed to the same place. ? Jim's grandparents are simple yet kind people with generous natures. He begins to enjoy the wide open spaces of the frontier. Soon after his arrival, the Burdens g o to meet their new neighbors, the Shimerdas. Jim meets Mr.Shimerda, an educated musician, Mrs. Shimerda a shrewish woman who comes across as demanding, the eldest son Ambrosch, Marek, Yulka, and the eldest daughter Antonia. Soon after meeting, Antonia and Jim become friends. The Shimerdas unfortunately are not faring well in their new country, but do eventually become friends with Peter and Pavel, two Russian men. Jim and Antonia become even closer, after Jim impresses her by killing a snake. Winter follows, Jim gets very ill, and Pavel passes away. Peter then decides to move away, which greatly upsets Mr. Shimerdas.Right in the middle of one of the largest snowstorms that Nebraska had seen in ten years. Mr. Shimerda commits suicide after neatly arranging himself in the barn. The following day when Jim is left alone in the house, he then feels Mr. Shimerda's spirit. The Shimerda family insist that Mr. Shimerda’s body must be buried on their property. While unorganized, the f uneral ceremony is very moving. After this, the Burdens and a few other neighbors come together as one in a combined effort to aid the Shimerdas. In order to help her family, Antonia stops attending school and begins farming in the fields just as a man would.Jim becomes resentful that Antonia is no longer able to spend as much time with him as he would have liked. The Shimerdas briefly upset their neighbors by acting in a very ungrateful way in response to all of the help that they had received from their friends. Eventually though, everyone is reconciled. After living in the country for three years Jim's grandparents decide it best to move to Black Hawk in order for Jim to go to school. Antonia also comes into this town to work for the Harlings. Other immigrant country girls also start working in the town, and they become known as the hired girls.Jim begins to spend a lot of his free time with Antonia and the Harling children. Dancing becomes the new rage in Black Hawk, and Antonia really starts to enjoy it and begins going all the time. When Antonia starts making a bad name for herself, the Harlings ask Antonia to quit going to the dances. In response, Antonia decides to quit her job and starts working for Wick Cutter. During this time Jim becomes a bit antisocial and beings only spending time with Antonia and a few other hired girls. Jim begins to focus on his studies a lot in preparation for college and can’t wait to leave Black Hawk behind as soon as he can.At his college in Lincoln, Jim becomes extremely close with Gaston Cleric, his Latin instructor and mentor. The two start to spend a good amount of time talking intimately together. Although Jim does come to the realization that he is not, and never will, an academic as Gaston is. One of Jim’s favorite hired girl, Lena Lingard, comes to visit him one day, and they begin to rekindle their past friendship by going to plays together. The two begin spend a lot of time together, even though tw o other men are openly in love with her.As a result of Lena’s sudden reappearance his life, Jim begins to let his grades drop. In response to Jim’s lax approach to his schoolwork, Gaston Cleric asks Jim to come with him to Harvard to continue his studies. To Lena’s dismay, Jim agrees, and follows Gaston to Harvard. Before entering law school two years later, Jim decides to return home to Black Hawk, where he hears of Antonia. Antonia had apparently gotten pregnant and was engaged to be married to Larry Donovan. She had apparently followed Larry to Denver, where he proceeded to run off after all of her money was gone.Antonia was forced to then return home to her family's farm where she then gave birth and helped to work the land. Jim heres of this and goes to visit her. Antonia is a bit surprised that Jim is not disappointed in her for poor decisions. Jim finally returns to see Antonia after twenty years passed. He heard that Antonia had finally gotten married, t o a man named Anton Cuzak, and together they had bore about ten children. Jim has also heard that Antonia has had a hard life, and he’s a bit nervous about seeing how the years had affected her.When he arrives at their farm, Jim is greeted by her large family. Antonia doesn't seem recognize him immediately, but becomes extremely excited once she does. She proceeds to show him all around her family’s farm, which seems to be so full of life. Everywhere they go, everyone seems so happy and content. Jim is happy to see his childhood friend Antonia looking well. He stays the night in the barn with two of the boys, so that he may meet Antonia’s husband and eldest son the next day. The following day Jim meets Cuzak, Antonia’s husband.Jim and Cuzak hit it off immediately, and it becomes apparent to him that Cuzak and Antonia's marriage is one of mutual happiness and equality. Jim leaves but promises Antonia’s sons that he will return to Black Hawk one day soon, and take them all hunting. On his way out, Jim finds the old dirt road that he once used to lead him home to his grandparents' farm, and he begins to think about how that road changed his future and how now he has returned full circle back to where he had started years and years ago. Just like with any novel, setting plays a key role.Jim's first impression of his new home on the Nebraska frontier is that it seems vast and empty. He feels that he has stepped out of civilization as he knew it, and that Nebraska will be a new experience, in which he will have to learn to live by a new set of rules and conduct. Jim is leaving his past life completely behind, and will become an entirely new person on the Nebraska frontier. Because of this, he feels as though his old self is now â€Å"erased† and â€Å"blotted out† as he travels to his grandfather's house. I found that the â€Å"lone plough† also held great significance in this novel.To me, it showed that while in the moment something may seem highly important, but in the end its really nothing more than an insignificant memory. Years ago that plough was probably a must have on the Nebraska frontier, and was seen as a shiny new toy to most farmers, but now years later it is left to rust in a field after it became no longer useful to its owner. Looking back at the plough, the farmer probably wouldn’t remember it as the shiny new toy he thought it once was, but instead remembers it as a reliable piece of farm equipment, nothing more and nothing less.While these some what small details hold much importance, I found that the larger picture took me somewhat by surprise and left me remembering this story. For me, while I read the book I found it somewhat interesting with little things happening here and there. With subplots every now and again, and different rising actions eventually leading to a climax. But I thought that the book was rather dull, and lacked interest. Reading it, became mundane to me. That was until the very end. I found that end brought it all together for me.While the story seemed to drag on with little motivation, the end made me realize how much the characters really had accomplished. This reminds me life, from day to day things may seem boring but before you know it, you have accomplished one of your largest goals, and are now looking back wishing that you could do it all over again. I find myself wanting to reread My Antonia to reminisce in the character’s small accomplishments along the way; because while in reality I may not be able to, at least with this book I can relive the climb.

Google Innovation and New Product Management Essay

In this report, researcher will be answering two different questions from the assignment. First, the researcher will discuss and suggest some feasible application considerations when developing a new product development strategy for Google Glass. The information which included will be elaborated and discuss with examples. Next question, researcher will illustrate how Google Glass better manage innovation within the organization to stay ahead of its competitor in the industry? The information in question related will be discussed and elaborated in paragraph form. For conclusion, the researcher will be made after the two questions completely done. Final conclusion will be conducted with ways to improve and ideas to put into Google glass. Question 1 Discuss and suggest some feasible application considerations when developing a new product development strategy for Google Glass. Market Analysis The new product development strategy is the strategies in spite of evidence of its success. In new product development, researcher found that many managers hesitate to establish a policy for new product development said by (C.M.Crawford, 1972). The new product development strategy is the first stage need to be done on a company before they launch a new product to the market. In the other hand, there are basic steps need to include in the new product development steps there are concept, ideation, design, test, and release. Due to the research, the benefit after implement those steps to a new product development lead the company to the profits increasing. For Google glass, first the concept need to be define clearly and considerations need to be concern for the new product development. Next market strategy will be market analysis because there are several points need to be analyzing in the market analysis such as target market, market opportunity, and market segmentation. Target market is the main group of user that been targeted who will be using the product which is the Google Glass. In this step, researcher need to understand how to target and what should him/her putting inside new product development strategy. Market segmentation is to differentiate the different type of market and identify which market is  having the most potential customer for the new developing product. The company then will target on that market and work on the new developing product. Other than that, market segmentation also ensure researcher know the market trends, size and growth. Researcher need to understand what the market needs first in the new product development. For example, Google glass provides questionnaire and interview questions to the public before them implements functions in the Google glass development. This is to ensure the product will be accepted by public after it launch. The market segmentation method is a must for every product development because it clearly identifies the target users for the new developing product and the correct marketing plan can be run on that particular target users group. Market size and growth needed to identify current sales that made and also the potential sales that will be made can be estimated based on the analysis. Besides, the surveys that done on the customer will be using as one of the methods to identify the size of the market. This strategy is considered important because it may help to estimate the number of potential users that will use the product. On the other hands, it also means that the greater the size of market, there will be more profit that able to make by the Google Glass Company by introducing the product to the public. Lastly, market trend strategy need to be implemented because it shows the response from the public in the new product development (Google glass). Targeted market will be done in this strategy and how it will be affected the market. For example, Google glass will provide new functions and it will beat its competitor similar product development. Customer Needs After market analysis done, customer needs will be follow up to developing product that based on customer needs. There are six basic needs of customers for a new product; there are friendliness, understanding and empathy, fairness, control, options and alternatives, lastly information. Said by Rosa. (2013). All these steps can be identifying by using several methods such as investigation and survey. The survey that done can determine what actually does the customers or potential customers needs and what they actually wish to have in future in terms of the technology or the functionality of the new developing product. This product development strategy is to ensure customer understand all the functionalities of the new  product (Google glass) before they purchasing it. It is helps in keeping the customers instead of other competitors. As a nutshell, it also will gain the profitable of the company because the customers are already well known from the product and it will help on boosti ng the sales of the new product. Ongoing Corporate Planning In ongoing corporate planning consideration, it will help to set up future direction for the product. The most important consideration for Google glass are the technology and innovation set up. In now a day’s technology, almost every individual own a smartphone or tablet in their lifestyle. Google Company needs to implement something better and interesting to attract more customers to purchase their new product. Technology and innovation need to be in the ongoing corporate planning to ensure the product will success in the future market. Due to the survey online, there are many company produce products that have many competitors such as smartphone and tablet. In the other hand, Google Company is the first company which produces Google glass which has the technology and innovation other does not have it. It will helps on produce profits and leading with the new product development. Besides that, there will be customers aiming the new product developed by Google indeed others do not produce any similar product yet. Ongoing Technology Management The other consideration will be the ongoing technology management. It will be competitors if the company keeps producing products like smartphone and tablet. Google company come with new idea which is introducing Google glass which other company still do not have any similar product development yet. It is a smart idea and creative idea which other companies do not have yet. So, it will be a hot product if it came with latest technology and innovation. They need to compete with other competitors by introducing their new technology and functionalities to launch in the market. Google glass is the product that does not have any competitor yet and it will be the first product that will be introduce to the public with such technologies. Multi-Dimensional Concept Multi-Dimensional concept product is the development of new product such as  brand name, quality specifications, pricing, packaging, featuring, technology, and level of services. For Google Company, there will be technology and innovation focusing in a product development. â€Å"Google† is a well-known branding in the world that most of people know, it using multi-dimensional product development concept before they introduce the product to the market. They are well-gained company and have good reputation in the information technology market that enables their products are trusted and safe to use. Google glass named by Google Company itself because it made up of fiber glass and it has multiple functions and specifications that proved itself is a unique with all its functions. Google glass describe as multi-dimensional concept product because of it special features and quality specifications. It have has a 640 x 360 display, 5 Mega Pixel camera and able to record video with 720p HD function. Besides that, it also built-in with a 16GB flash memory which enables the users to save data into it such as video and photo. Other than that, it also builds in WIFI and Bluetooth adapter so it able to communicate with everyone while there are web-services available. In addition, pricing is also one of the concept of multi-dimensional product because the product must be in reasonable and affordable price so most of the users able to purchase it and boost the sales and profit of the company. The price will be around $ 1500 and even lower a little bit so it will be more attractive for users to purchasing it. The features of Google glass are capturing video and photos and it can send it online. Other than that, GPS also build in so user can easily see the direction while travelling or driving. It also allows users to messaging and it have charger to recharge while there is low battery. It is a smart device that is user friendly. Conclusion, the technology that used in Google Glass is the virtual reality. The users able to view the animation that been released by the glass and also the reality world through the glass. It brings many features that enable user to interact with the devices. Besides that, user can off the functionality of Google glass in case they don’t need any services and they can use it as a normal glass. Google glass is a direct interact device, user just need to activate or select services that they wanted so it can perform the task directly and efficiency. Conclusion As the researcher of this report, I would like to implements few considerations so it can helps on increase the sales and profit for Google Company. In the other hand, Google Company need considerate more on new product development before it launch to the market so users can give good reflection and opinions on Google’s product in future. To increasing the rate of successful of new product, it need implement more considerations to make it successful. Google Innovation And New Product Management Google products do not fair well on the market or do not reach the market at all as they would have failed during the trial stages because they hardly follow the proper steps in new product development. Therefore the question Google needs to ask itself before embarking on a project is whether or not a product is what the customer needs because what the engineers want to develop is not necessarily what people need. Therefore structured and analytic approaches to innovation have been proven valuable in new product development. It is important to highlight the need for customer’s input as they function as a fresh set of eyes. Google should continue to encourage a steady stream of new product possibilities from their engineers while social networks could be used to dialogue with customers and get new ideas. Google needs to have Innovation management in which there is the discipline of managing processes in innovation which in turn can be used in the development of both product and organizational innovation. Innovation processes can either be pushed or pulled through development. Instead of just having some creative ideas and launching them, Google could also adopt some innovation styles as part of their innovation management. Discuss and suggest some feasible application considerations when developing  a new product development strategy for Google. In general, developing new products is usually expensive and risky. The majority of new product inventions are not successful. In Australia for instance, 95% of private inventions never reach the market (Walker, 2004). Google is evidently aware of this fact because most of its products do not fair well on the market or do not reach the market at all as they would have failed during the trial stages. It is needless to say that the high failure rate should not discourage companies from introducing new products because customers eventually lose interest in once popular products, particularly if competitors introduce more attractive products. Google is evidently aware of this fact due to the high rate of new products that they introduce onto the internet hence providing a vast diversity of products with the hope that one of them will succeed. This, however, says a lot about Google’s new product development strategy even though they have a lot of products. Looking at Google products and the way they do things it is apparent that Google hardly follows the proper steps in new product development this is why some of their products do not succeed. Companies often introduce new services on the basis of employees’ subjective opinions on whether the product will be successful (Zeithaml et al, 2009), which is the case with Google as mentioned by Marissa Mayer. This is not good as it only incorporates the views and needs of what the employees think the customers want and not exactly what the customer needs. (Image1 source: http://answers.google.com/answers/answers-logo-sm.gif) For example Google had a product called Google Answers in which a person would ask a question for a specified amount of money and experts in the field would answer the question. This service was of course terminated in 2006, but was it necessary in the first place to have such a product? No it was not especially when one had to pay for it. There are so many other services online where you can get expert help for free. Therefore the question Google needs to ask itself before embarking on a project is whether or not a product is what the customer needs because what the employees want to develop is not necessarily what people need. Structured and analytic approaches to innovation have been proven valuable in new product development (Zeithaml et al, 2009). According to Elliot and  colleagues, (2008), there are seven recognised phases of the new product development process, namely; idea generation, screening, concept testing, business analysis, product development, test marketing and commercialisation. These should be considered by Google for its product development strategy because this will ensure that their products do not end up being null and void or being removed or thrown out. (Image 2 source: http://lostgarden.com/uploaded_images/StageGate-GreenLight-Diagram-708507.jpg) Google likes to have a lot of products thrown into the market and hope for the best (Image 2). With this notion in mind Google can still do that because some of the phases in product development can be conducted simultaneously since products evolve very fast hence they can have many products that succeed as opposed to having one or two that make it (Image 3). (Image 3 source: http://lostgarden.com/uploaded_images/StageGate-Gate-Diagram-717771.jpg) Idea generation refers to the process of seeking product ideas. The ideas may emanate from internal or external sources. Internal sources include employees of the organisation while external sources are usually customers, competitors, advertising agencies, research organisations etc. The interview reveals that Google uses a lot of internal sources for their idea generation. These are important because they can identify organisational issues necessary for the development of the product. It is however, important to include customers in idea generation, ‘particularly in situations in which the customer personally carries out part of the service process.’ (Zeithaml et al, 2009). This is something that Google has turned a blind eye on. They fail to realise that in as much as they want to have cutting edge products, customers are the driving force to making the product cutting edge. Customers, hence, need to be part of the idea generation of a product not after the product has already been made public (as shown by the customer feedback system on the products in question). Therefore Google should continue to encourage a steady stream of new product possibilities from their engineers (internal source) while social networks could be used to dialogue with customers and get new ideas that way they do not neglect the external sources. In as much as Google’s product releases seems random, Haqlund et al (1995) would approve of the apparent confusion at Google as they believe that creativity involves improvisation, anarchy and internal  competition, which results in ‘both a planned process and a happening.’ Google does need a bit of organisation b y implementing the new product development process so as to keep their product development and releases in check. Idea screening refers to the analysis of product ideas in which the nature and wants of buyers are assessed. No idea screening is done by Google they just do it, the engineers just give suggestions around a particular idea and they take the suggestion and incorporate it into the given idea and start working on it without top management approval and without proper screening of the idea to see if it is indeed feasible and or appropriate and whether or not it will be accepted on the market after it has been lunched. This increases the probability of developing something that the customer does not need. They might want it and go for it as soon as it is launched but after a short period of time the user realises that they do not need the product and hence the life span of that product is shortened. (Image 4 source: http://www.accelerantresearch.com/images/product-dev/product-dev1.jpg) Some of the products need to go through the screening process so as to know whether or not the product will be maintainable or upgradable. Now if Google had to screen their ideas before hand (as shown in Image 4) then some of their products would have been successful or would not have been launched at all because there are some products that Google has that are just not necessary. Now judging from what the interviewee said about some engineers who get tired of working on the same task, it is of paramount importance to once again highlight the need for customer’s input as they function as a fresh set of eyes. Customers will look at the same product in a different way and be able to suggest something new that can be done. Concept testing involves presenting the idea to a sample of potential customers which enables the company to test potential customers’ reactions before the product can be launched on a large scale. Where Beta Testing and Market Testing is concerned Google does; however, use this strategy on some of its products. (Imagesource: http://i.zdnet.com/blogs/rockmelt_browser_facebook_logo.pngand http://cogadget.com/cogadget/photos/logo/google_chrome_logo.jpg ) For example in the case of RockMelt, it is a Google product that looks like  Google chrome but caters to facebook fans who are able to see what is going on with their friends in real time and all the time. Google has decided to test the product by sending it to a few people and allowing those people to invite their friends to use it by giving the user a certain number of invites and with each person that installs it the invites issued are increased. This is a good strategy because not only does Google get feedback on how to improve RockMelt but they also know by the number of people that install it and invite others whether or not it will be a success if launched officially. If Google were to implement this strategy on a substantial amount of products then it would be easier to know which products to keep and launch on a larger scale as well as which products to scrap off. According to the interview with Marissa Mayer, they did the same thing with Gmail by sending invites to people to use Gmail and because of that Gmail is now widely used by many and hence became and still is a success. It now competes with other email services such as Hotmail and Yahoo! RockMelt now has the chance to become better than Google Chrome as well as other internet browsers since it is still in its testing phase. At the test marketing stage, the product is released in limited quantities, to test customer reactions while reducing the risk of product failure. Product failure could lead to the company’s loss of credibility which is not the case with Google since it is well known that people still try out Google products regardless of their failure. At the commercialisation phase modifications are made based on the test marketing findings. Full scale marketing is then done. In the internet industry, gradual marketing may allow competitors to quickly enter the same target market with similar products. Google is apparently not too concerned about this prospect hence Google Labs. Therefore in as much as Google has employed the strategy of just dumping their products with the hope of at least one success, they can have a more organised strategy whereby there is guarantee of at least majority success rather than minority success. Question II In this highly competitive online environment, illustrate how Google better manage innovation within the organization to stay ahead of its competitor in the internet industry? Google needs to have Innovation management in which  there is the discipline of managing processes in innovation which in turn can be used in the development of both product and organizational innovation. Google will need to allow managers and engineers to cooperate together knowing the goals and the processes of the development of a new product. Google can make sure that the main focus of innovation management is to allow response to external as well as internal opportunities in which creative efforts to introduce new ideas are used (Kelly, and Kranzburg, 1978). (Image 6 source: http://www.ucd.ie/nitm/images/graph1.gif ) Google already understands that innovation management involves workers at every level in contributing creatively to a company’s development and hence do not stop the creativity of engineers who have input on a new product. What Google needs to do now is to trigger and deploy the creative juices of the engineers towards the continuous development of the products. The process that they can adopt can be that of an evolutionary integration of strategy, technology and operations (Tidd et al, 2009) because successful innovation management is naturally multi-functional and matches a deep understanding of user needs and wants to a unique technical ability hence the integration of customer ideas as well as engineer’s ideas (as seen in Image 6). Innovation processes can either be pushed or pulled through development. A pushed process is based on existing or newly invented technology, that the organization has access to, and tries to find profitable applications to use this technology (Trott and Paul, 2005). It is evident that Google does adopt the push concept but not for all products. If Google is to be ahead in the internet industry they are to make sure that the products that have made it are continuously developed one of the ways in which Google can do this is to go ahead with the idea of merging some products together to make one product. A pulled process tries to find areas where customers’ needs are not met, and then focus development efforts to find solutions to those needs (Trott and Paul, 2005). Instead of trying to compete with existing products in the industry by deploying a new product that is identical or has similar functions, Google must use their customer feedback system to get ideas on what the customers need so that they bridge the gap and hence their products become more successful. In order to achieve this Google also needs to have a team that has both engineers as well as  marketers who are in touch with the customer needs so that both the technically creative things can work hand in hand with the customer requirements hence producing a successful product which inturn places Google ahead of its competitors. In order to stay ahead of its competitors in the internet industry Google needs to make sure that the products that they are offering online are valuable and meet the need of the customer. If the customer has a better alternative to that being offered by Google they will leave the Google product and go the product offered by the competitor and hence the failure of a Google product. With the encouragement of new products at Google, they should make sure that the new products are indeed new and relevant, such as Google Docs where people can create spreadsheets as well as develop surveys, etc. This is a need for anyone who goes online and it is very convenient and hence in that area Google will probably remain the lead. Therefore the product characteristics meet the customer needs and are an advantage over competing products with technological sophistication (Zeithaml et al, 2009). Even though their engineers may feel tired of doing the same thing they should still maintain the existing products that have been successful so that they remain successful. This is because innovation is a continuous process. It does not end at the market acceptance but the product has to be continuously improved. Therefore Google should have strategy characteristics in which there are dedicated human resources to support the initiative as well as dedicated research and development focused on the new product initiative (Zeithaml et al, 2009). Just as they continue to improve the search engine, they should also seek to improve Gmail so that it does not just compete with Hotmail and Yahoo but should actually be better than them. (Image 7 source: http://emekaeme.files.wordpress.com/2007/08/innovartis001-001.png ) The more Google has products that are relevant the more they become less of a follower in the industry hence becoming leaders (as illustrated in image7). Instead of just having some creative ideas and launching them, Google could also adopt some innovation styles as part of their innovation management. Google must have people who like to imagine what a product must entail and should idealise (Visioning). They should also have people who test out the